Boxoffice-November.24.1951

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Sredory and Reference Section
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at Kansas City, Mo., under the act of March 3, 1879.
NATIONAL EXECUTIVE
EDITION
lnclutfin« tht Swtioiul Nnri Paiu aT All EOtioni
NOVEMBER 2 4, 1951
In Two Sections—Section One

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NOVEMBER 2 4, 1951
Vol. 60 No. 4
IMPROVEMENT FOR PROFIT
J N RKCENT weeks we have been informed
of a steadily increasing numl)er of theatre
iiioderiiizatioiis, many of which already are
under way. In several instances this activity has
iieen prompted hy competitive factors, not alone
television, but the direct competition from other
theatres; in others, the move was the result of
theatre owners' careful appraisals of their own
situations and the realization they must improve
the physical attractiveness of their theatre
plants
in order tt) stimulate the moviegoing habit in
their communities. An indirect contributing factor
was the continual modernization taking place
in business establishments of every description.
Whatever the reasons, it is a good sign. For
there can be little doubt that the much-needed
rehabilitation and renovation in many cases was
delayed because of some doubt, some question
as to the future of the industry.
One theatre owner proudly told us that he was
doing a complete remodeling and re-equipping
job, from front to back, the first in 30 years.
He had renewed paint jobs at fairly regular intervals,
but, except for the addition of sound
equipment, he had done very little else to improve
the physical attributes of his house. Business
had been down, but it had perked up of late
and, this theatre owner proclaimed, while he
expected the uptrend to continue, he realized
that he had to make his show shop more attractive,
more comfortable and more desirable in
every way.
From time to time the National Production
Authority has issued restrictive orders and interpretations
of orders that have been confusing.
This has deterred a great many exhibitors from
going ahead with property imjirovement plans. It
has even held them back from replacing wornout
and obsolete projectors and other vital equipment.
New building restrictions are, of course,
rather severe. Even so, permits for new structures
have been obtained where the essentiality
of such construction to the public needs and
has been proved.
Where there has been a will to make essential
interest
improvements and changes that did not violate
NPA regulations, progressive exhibitors have
found a way. By consulting architects they have
learned how to meet their needs and keep within
the limits imposed by NPA. Substitute materials
have, in part, provided the answer to some
structural problems. Ingenuity of design and
some comparatively simple operational maneuvers
have served to overcome other obstacles.
Local NPA boards, also, have been helpful in
pointing out what can instead of what cannot be
done.
There is nothing like practical, and successful,
experience by which to be guided. Accordingly
we have endeavored to provide as much
of such information as possible, regularly
through the Modern Theatre Section of BOX-
OFFICE. In the Buyers' Directory and Reference
.Section, which accompanies this issue of BOX-
OFTICE, there arc a number of noteworthy
examples of theatre improvement work. AddilionalK.
there are innumerable guidance features
and pointers covering virtually every pha.se of
the mechanical and maintenance side of theatre
operation, an increasingly important part of
which deals with refreshment service. There are
many "how-to" articles written by and about
people with the "know-how" that should prove
interesting and helpful to every exhibitor who
seeks to improve his operations profitably.
Vital
to Community Life
The importance of the motion picture theatre
to its community was forcefully brought home to
the people of Manhattan. Kas.. when they were
deprived of two of their leading theatres for a
number of weeks due to a devastating flood. Not
only was this loss felt bv the patrons, who merely
sought temporary respite from a day's work or
a morning's shopping, it was keenly felt—in the
pocketbook — bv merchants who thus became
"awakened" to what theatre traffic really meant
lo their business.
This subject was covered rather completely in
our issue of October 27. quoting merchants,
bankers and others who saw their trade drop
off when these theatres were closed and then
saw it climb back again when the theatres
reopened. The attraction value of these theatres
in bringing people in from the surrounding area
was freely and widely admitted. Especially significant
is this comment bv John S. Smith, managing
editor of the Manhattan Mercury-
Chronicle:
"I noticed how dead it was downtown on Saturday
nights when I was working late on the
Sunday morning paper. ^^Tiy. I practically had
the town to myself after dark. Now. with the
theatres open, foot traffic has increased—our
streets have come alive again. The Wareham
(theatre! is a great asset to our downtown district."
Another comment was as
follows:
"There was just nothing to bring people downtown
nights when the tlieatres were closed. The
reopenings not only helped my business—they
helped everyone in the business area. I know,
because my wife window shops with me after
the show, and she goes do^vn next day to buy
something she's seen."
Too many merchants—and people—take for
granted the service value of the theatre to their
community. It's high time they were made to
know that: "There's no business without show
inisiness!
(X^Al^

PRINT SHORTAGES. FORCING,
BIDDING HEAD COMPLAINTS 4
TOA Grievance Panel
At Charlotte Hears
Exhibitor Gripes
CHARLOTTE—Hot discussion featured
the Theatre Owners of America grievance
panel here at the 39th annual convention
of the Theatre Owners of North and South
Carolina. There were so many complaints
that the session, originally scheduled only
for the morning of Tuesday i20i, carried
over the rest of the day.
The panel discussions were closed sessions,
with no detailed data available but it was
known that complaints had to do with print
shortages, bidding and clearances, blind
checking, forcing of features with tie-in
bookings, moving up of clearances and 16mm
competition. Gael Sullivan, TOA executive
director, said conclusions will be drawn later.
DIVIDE AND CONQUER WARNING
E. D. Martin of Columbus, Ga., Atlanta
regional chairman, head of the grievance
panel, in the opening session made a strong
plea that exhibitors speak their minds, that
they document their cases, "chapter and
verse," that they stand together with other
exhibitors who agree with them. He pointed
out that it is a favorite tactic of distribution
to divide and conquer, and "we will either
hang together or hang separately."
First complaint was registered by Hugh
M. Sykes jr. of the Queen City Booking
Service, Charlotte. He presented a long brief
on the evils of blind checking and abuses that
come from assistant checkers hired by the
ones originally assigned. He also called unrealistic
the assumption that two and onehalf
persons per car is the average for driveins,
explaining that on 100 cars going in, the
count would be wrong by 50 admissions if
there were only two people in each car.
Others substantiated his complaints.
A long list of complaints on print shortages
was registered by Howard Anderson of Mulhns,
S. C, Alfred Starr of Nashville, and
Howard McNally of Fayetteville.
Longest discussion was on bidding and
clearances, when it was claimed "that distribution
had created artificial competitive
situations, where they had established no
'rules of the game' that exhibition could live
by." Leaders in this discussion were Irwin
Rourke and Howard McNally of Fayetteville,
Harry Pickett of Charlotte, Robert Jeffres of
Rock Hill, S. C, and Starr.
DISCUSS PICTURE FORCING
Also under sharp discus.sion was a brief
pre.sented by S. T. Stoker on "forcing of features,
tie-in booking.s—taking two or three
mediocre pictures in order to get one good
one."
Martin expressed confidence that the next
TOA regional meeting in Atlanta in early
January, following patterns set in Charlotte
and in New York, will be one of the most
constructive moves made by TOA in resolving
trade practice difficulties.
Robert E. Bryant of Rock Hill, S. C,
Competitive Bids Called
Worse Than 'Old Evils
CHARLOTTE—Divorcement has not solved
the buying problem of unaffiliated exhibitors;
it has brought into being competitive bidding,
the greatest evil of them all. This statement
by Alfred Starr, executive of the Bijou
Amusement Co. of Nashville, Tenn., and a
national Theatre Owners of America figure,
commanded top interest in the closing sessions
of the annual convention here of the
Theatre Owners of North and South Carolina.
Upwards of 500 were present at the gathering
in the Charlotte hotel, which was decorated
with Movietime U.S.A. banners.
"Competitive bidding is the most outrageous
system ever devised," he asserted, "and
the evils it has caused in product selling will
not be improved until a system of arbitration,
such as has been approved by TOA, has
been put into effect."
EVILS NOT CORRECTED
"There soon will be no more affiliated
theatres, thanks to a decree of divorcement,"
he said. "Many of us have in the past
regarded the affiliated chains as being in an
unfair competitive position as regards product,
and we thought divorcement would solve
that problem. Many of us objected to block
booking on the ground that we were thereby
forced to use unsuitable or objectionable pictures.
"Thinking that these evils could be corrected,
we exhibitors sought action under the
antitrust laws and finally succeeded in outlawing
those evils by court decrees. But we
learned too late that it is not enough to prohibit
an evil practice in business unless we
can present an alternative that is better.
We never dreamed that the alternative to
affiliated chains, with their crushing buying
power, would be competitive bidding. We
never dreamed that to abolish block booking
was to bring into being a system that permits
the distributor to demand and receive outrageous
terms on every good picture.
"It seems to me that our only hope for
restoring order to our business is through the
newly-elected president of the Carolinas organization,
will appoint within a few days
a committee of three exhibitors for the Charlotte
exchange center to collect grievances,
which in turn will be turned over to the
regional chairman. Martin. Then, if they require
national attention, the grievances will
go to a grievance board at TOA's New York
headquarters.
Besides Martin, the grievance panel included
Sullivan. Herman M. Levy. TOA general
counsel, and Pauline Griffith, executive
secretary of the Carolinas unU.
Elected officers besides Bryant are: A.
medium of arbitration. The distributors, in
spite of their natural desire to exploit competitive
bidding and excessive film rentals to
the fullest, cannot continue to stagger under
the ever growing mountain of lawsuits that
plague them. I am convinced that the distributors
are ready for a fair system of arbitration.
"A member of the Supreme Court has
urged the industry to adopt such a system.
We are assured that the Department of
Justice will look with favor on the inclusion
of such a system of arbitration into the court
decree . . . But while TOA is ready and
eager for positive action, I wish I could say
as much for another exhibitor organization
which talks loudly of its achievements and
its future aims, but which remains a roadblock
in the path of harmony and order in
the industry."
Starr saw no relief in the current print
shortages, pointing out that some distributors
are placing cancellation clauses, effective
on short notice, into their contracts.
HITS PINCH-PENNY EXPERIMENTS
Mitchell Wolfson. TOA president, and Gael
Sullivan TOA executive director, were other
speakers at the convention. Wolfson blamed
the failure of the motion picture industry to
spend money for experiments for slow progress
in the large-screen theatre television field.
He declared that the flood of litigation
would put the industry out of business if not
checked. Adoption of a system of arbitration
is the only answer, he warned.
Wolfson insisted that theatre owners and
operators were best qualified to operate television
stations. He disputed claims that newspapers
had done a good job operating radio
stations, and asserted they couldn't do as
well with television. He predicted that 75
per cent of the television programs in the
next five years would be telecast from films,
despite the fact that the TV forte is the
presentation of instantaneous programs. Wolfson's
circuit operates a TV station.
Fuller Sams jr. of Statesville. first vice-president;
Harold Armistead of Easley. S. C. .second
vice-president; Pauline Griffith of Charlotte,
executive secretary and treasurer.
The new board of directors includes: Worth
Stewart, H. F. Kincey and J. F. White of
Charlotte. Howard Ander.son of Mullins. S. C.,
H. E. Buchanan of Hendersonville, George D.
Carpenter of Valde.se. J. B. Harvey of Clover.
S. C. Harry Cooke of Mount Olive. Howard
McNally of Fayetteville. W. H. Hendrix jr. of
Reid.sville. Starr. Roy Rowe of Burgaw, J. H.
Webster of Elizabeth City, and Albert Sotille
of Charleston. S. C.
8
BOXOFFICE :: November 24, 1951
i

Li,..
. . whether
. . . are
Wometco to Establish
Student Admissions
CHARLOTTE—Wometco Theatres of
Miami is preparing a Christmas gift for
all the teenagers in this metropolitan area.
Mitchell Wolfson, president of the Theatre
Owners of America, a co-owner of
the Florida circuit, disclosed in his address
at the Theatre Owners of North and
South Carolina convention here that Wometco
will put into effect bargain prices
for young persons from 12 to 20 beginning
Christmas day.
Under the system, cards will be issued,
with the cooperation of local schools and
colleges, to students, entitling them to the
lower rates. This special admission is now
possible under the new tax law which
grants exhibitors the right to base the 20
per cent tax on the actual admission scale
instead of the regular adult scale.
Levy Explains Court
Drive-in Bids Stand
CHARLOTTE—Whether or not distributors
will be forced to accept bids for first
runs from drive-ins was discussed by Herman
M. Levy, general counsel for the Theatre
Owners of America, during the sessions of
Theatre Owners of North and South Carolina
Tuesday (20).
Since the U.S. Circuit Court of Appeals
ruling in the Milgram, et al., vs. Loew, Inc.,
et al. case, generally known as the Allentown
(.Pa.) drive-in case, followed by the
Windsor-Walbrook case in Maryland, there
has been widespread confusion in the minds
of both distributors and exhibitors as to
whether drive-in operators can force distributors
to accept first run bids.
Levy pointed out that in the Allentown
case the district and appeals courts had decided
conspiracy was involved because all
the distributors acted together; knew each
other's sales policies; wanted to relegate
drive-ins in that area to second run status,
and the distributors "had a past proclivity to
unlawful conduct."
The courts also ruled that the Allentown
drive-in was suitable for first runs and that
the seasonal nature of the drive-in had no
importance in the argument.
Distributors may seek to take the circuit
court ruling to the U.S. Supreme Court.
In the Maryland case the district court
ruled there was no conspiracy and that the
distributors could chose their customers.
If the Pennsylvania decision stands. Levy
pointed out, several distributors will have to
revise their present sales policies of refusing
to permit drive-ins to negotiate for first runs
in situations where they are not justified in
the refusals.
Universal Year-End Dividend
NEW YORK—The board of directors of
Universal Pictures Co., Inc., has declared a
year-end dividend of 60 cents per share on the
common stock, payable December 19 to stockholders
of record December 10. This is the
first dividend in more than three years, the
last having been paid July 31, 1948.
Sullivan s W -Point Plan
To Up Theatre Receipts
CHARLOTTE— Gael Sullivan, executive director
of Theatre Owners of America, gave
this ten-point program to exhibitors attending
the convention of Theatre Owners- of
North and South Carolina this week:
You, as an exhibitor,
ask — "What
can I do to better
my business? What
simple measures can
I adopt to improve
boxoffice?" The following
are not miracle
drugs nor jetpropelled
hypos, buf
they have worked fm
many exhibitors, and
they can work for
you.
Gael Sullivan
1. Lead off with a thorough-going winter
inspection of your theatre or theatres.
Get your own eye and ear low-down on
whether the heating and lighting are above
par . the sound and projection
are fuzzy and cloudy or high in clarity and
definition. Good housekeeping is the secret
of good business.
2. Follow through with a visit to filmtow
and see for yourself some of the latest
screenings. You can't sell what you haven't
seen. The showman is the link between his
product and his patron. He must know
both before he can serve either. The recent
run of excellent pictures is significant of
the rich potential of releases ahead.
3. Spend a few full evenings in the
lobby to chat with the neighbors. If you
ask what contribution you can make toward
a better community in which to live,
you occupy a unique position in being able
to mingle with groups of people who have
gathered for a common objective . . . the
enjoyment of the lively art of the motion
picture. You and your screen can develop
more civic cooperation in the art of community
living than any other medium of
communication.
4* Think out one new way in which you
can render a public service in your neighborhood
. . . running a town-hall meeting
in your theatre where plans for some local
project, such as a playground or a safety
instruction program for children, can be
worked out with other citizens . . . the exhibitor,
mindful of his neighbor and his
community, is the hope of our business.
5. Keep in close touch with your elected
representatives at the local and national
level and advise them of the reactions you
get from many people on public questions.
Political leaders listen to exhibitors who
have strong roots in their communities and
have a deep sense of pride in our American
institutions.
6. Join an exhibitor organization and
support it actively. Fight for those private
enterprise organizations that seek to advance
the American system. An exhibitor
organization is only as strong as its least
active exhibitor.
7. Demonstrate your faith in our Birsine.ss
by being prepared to resist the cynics
within and the detractors without. Henry
L. Stimson used to say; "The man who
tries to work for the good, believing in its
eventual victory, while he may suffer setback,
and even disaster, will never know
defeat. The only deadly sin I know is
cynicism."
8* Study and understand the philosophy
of doing business under our system of
production, distribution and exhibition.
Discuss this with other exhibitors and distributors
so that your grievances and gripes
can frequently be turned into solutions
without suspicions. The conference table
is a better and more effective substitute
for the courts.
9« Interest yourself daily in the tradepress
and industry bulletins. Perhaps we
are more vocal than any other industry,
but men whose minds are warmed with the
love of this industry and sharpened by an
ambition to serve it will gather real inspiration
from our trade journals. We
have crossed the threshold of an electronic
age and we need up-to-the-minute information
on all the new and yet-to-come
developments. The tradepress is the showman's
daily classroom for new ideas.
10. Top it off by selecting and serving
on one of the most important committees
of your exhibitor organization. Most of the
best work of a trade organization is done
in committee, and that's where your experience
and wisdom will count. Gen. Ike
Eisenhower said recently; "Our freedoms
... to buy, to work, to hire, to bargain, to
save, to vote, to worship, to gather in a
convention or join in mutual association
in a single bundle . . . Destruction
of any leads inevitably to the destruction
of aU." That's mighty sound thinking for
these times! That's the keynote for future
exhibitor cooperation!
Wolfson Urges Theatre Use
Of TV for Academy Awards
CHARLOTTE—Theatre telecasting of the
1952 Academy awards next March as an industry
promotion stunt was suggested at the
39th annual convention of the Theatre Owners
of North and South Carolma Monday (19)
by Mitchell Wolfson. president of Theatre
Owners of America. It is expected that more
than 100 theatres will be equipped with TV
projectors by that time.
The TOA board recently voted in favor of
these telecasts. Wolfson said that he hoped
producers would waive some contract clauses
for the event so that six or eight of the top
awards could be telecast.
Wolfson, however, got an immediate and
negative reply. In Hollywood. Charles
Brackett, Academy president, said that the
It was not
ceremony would not be televised.
even a probability, he said.
BOXOFFICE November 24, 1951 9

t
IPciUc Sc^itA
32 December Releases;
NPA Prohibits Production
Of Color TV Projectors
Order is result of recent conference at
which it was agreed experimental work could
continue; will delay production of Kidophor
large-screen television apparatus for 20th
Century-Pox.
Six Allied Regional Meetings
Scheduled to December 12
Conventions to be held in Pittsburgh, November
26, 27; Kansas City, November 30; Detroit,
December 3-5; Boston, December 4;
Milwaukee, December 10-12, and New Orleans,
December 11, 12.
Exhibitors Urged to Support
Continuance of Movietime
Pleas are made for regional aid by Leo F.
Wolcott, chairman of the board of Allied Independent
Theatre Owners of Iowa and Nebraska,
and Earnest T. Conlon, secretary of
Movie Theatre Time in Michigan.
Attorney Criticizes Court
For Its Towne Decision
Thomas C. McCormell asks the Supreme
Court to review the appeals court decision
last July which cut a $1,520,876.26 award to
the Towne in Milwaukee by more than onethird.
K
Dividends of Film Companies
For Nine Months Are Down
Payments for first three quarters of year reported
thus far total $23,354,000, as against
$27,911,000 for the same period in 1950. more
than $4,500,000 difference.
-X
Eastman Sales Increased,
But Net Profit Drops
Gain during the first nine months of the
year to $384,243,040, compared with $295,364,-
390 for the same period the previous year, but
the net profit fell off to $32,350,194, compared
with $43,134,237 the previous nine months.
*
Ginger Rogers Gets Contract
With CBS-TV for 5 Years
Will cover five-year term on her own halfhour
show and include starring in original
productions as well as singing and dancing;
said to run up to $1,000,000.
-X
James C. Ritter Is Dead;
Detroit Exhibitor Leader
Was one of a group who developed the idea
for an organization of independent exhibitors
and induced Abram F. Myers to become general
counsel in 1928; became president in 1933.
Orin M. Jacobson Elected
lATSE 8th Vice-President
Union leader from Tacoma, Wash., fills vacancy
on the board created by the death last
May of Floyd M. BiUingsley of San Francisco,
third international vice-president.
Also 2 Pre-Releases Set
By FRANK LEYENDECKER
NEW YORK—Exhibitors will have their
pick of 32 new features, plus one reissue,
for Christmas bookings from the 11 major
companies, ten more films than were released
during the holiday period in 1950.
In addition. Monogram's "Aladdin and His
Lamp," a Cinecolor production starring Patricia
Medina and Johnny Sands, will be
available for 300 pre-release Christmas
bookings, and United Artists will pre-release
"Another Man's Poison," Dougfair
production starring Bette Davis, Gary Merrill
and Emlyn Williams, to make it
eligible for an Academy Award.
FIVE TO BE IN TECHNICOLOR
In addition to the Cinecolor picture, five
of the December releases will be in Technicolor,
compared to four Technicolor pictures
for the holidays in 1950. The pictures are
one romantic drama, "I'll Never Forget You,"
and four adventure pictures, "Distant Drums,"
"Ten Tall Men," "Silver City" and "The Man
in the Saddle." Warner Bros, reissue of "Captain
Blood," 1935 release, is the first regularly
scheduled release for the 1951-52 season to
date.
Other important dramas for December will
be: "I Want You," "The Strange Door," "The
Big Night," "The Wild Blue Yonder," "Calling
Bulldog Drummond," "Fixed Bayonets,"
"The Girl on the Bridge," "The Family
Secret," "The Light Touch." "The Great Adventure,"
"Tales of Robin Hood," "Starlift"
and "A Christmas Carol," the last especially
suitable for Christmas bookings.
More than the usual number of comedies
includes: "Callaway Went Thataway,"
"Double Dynamite," "Weekend With Father,"
"My Favorite Spy" and "Elopement." The
balance are either minor action dramas like
"Purple Heart Diary" or westerns.
THE LINEUP BY COMPANIES
Broken down by companies, the
December
releases will be:
COLUMBIA— "Ten Tall Men," in Technicolor, starring
Burt Lancoster with Jody Lowrance, Gilbert Roland
ond Kieron Moore; "The Man in the Saddle,"
starring Randolph Scott, Ellen Drew and Joan Leslie
with Alexander Knox; "The Family Secret," starring
John Derek and Lee J. Cobb with Jody Lowrance and
Erin O'Brien Moore; "Purple Heart Diory," starring
Frances Longtord with Judd Holdren and Ben Lessey,
ond "Pecos River," a Charles Starrett western with
Smiley Burnette and Jack Mahoney.
LIPPERT— "Tales of Robin Hood," starring Robert
Clarke and Mary Hatcher; "The Great Adventure,"
set bock from November, with Dennis Price and Jock
Hawkins, and "Home Town Boy," starring Harold
Lloyd jr.
METRO-GOLDWYN-MAYER — "Calloway Went
Thotowoy," starring Fred MacMurray, Dorothy McGuire
and Howard Keel; "The Light Touch," starring Stewart
Granger, Pier Angeli and George Sanders, and "Calling
Bulldog Drummond," starring Walter Pidgeon and
Margaret Leighton with Robert Beatty.
MONOGRAM— "Northwest Territory," starring KIrby
Grant and Chinook; "Texas Lawmen," starring Johnny
Mack Brown and Jomes Ellison, and "Stage to Blue
River," o Whip Wilson western.
PARAMOUNT— "My Favorite Spy," storring Bob
Hope and Hedy Lomarr with Froncis L. Sullivan, and
"Silver City," in Technicolor, starring Yvonne De
Corlo and Edmond O'Brien with Richard Arlen, Barry
Fitzgerald and Louro Elliott.
RKO RADIO— "Double Dynamite," starring Jane
Russell, Frank Sinatra and Groucho Marx; "I Wont
You," Samuel Goldwyn production starring Dana Andrews,
Dorothy McGuire, Farley Granger and Peggy
Dow, and "Overland Telegraph," a Tim Holt western
with Gail Davis.
REPUBLIC— "The Wild Blue Yonder," starring Wendell
Corey, Vera Ralston and Forrest Tucker with
Phil Horns; "Womon in the Dark," with Penny Edwards
and Ross Elliott, and "Pols of the Golden West,"
starring Roy Rogers and Dale Evans.
TWENTIETH CENTURY-FOX— "I'll Never Forget
You," in Technicolor, storring Tyrone Power, Ann
Blyth ond Michoel Rennie; "Elopement," starring
Clifton Webb, Anne Francis, William Lundigan and
Charles Bickford; "Fixed Bayonets," with Richard
Basehart, Michael O'Shea and Gene Evans, and "The
Girl on the Bridge," with Beverly Michaels and Hugo
Haas.
UNITED ARTISTS— "The Big Night," a Philip Waxman
production, starring John Barrymore jr., Preston
Foster and Joan Lorring with Philip Bourneuf and
Dorothy Comingore; "A Christmas Carol," George
Minter production made in England, with Alistair
Sim as Scrooge and Kathleen Harrison, Jock Warner
and Mervyn Johns.
UNIVERSAL-INTERNATIONAL— "The Strange Door,"
starring Charles Loughton, Boris Korloff and Sally
Forrest, and "Weekend With Father," storring Von
Heflin and Patricia Neal with Gigi Perreau.
WARNER BROS.— "Distant Drums," in Technicolor,
starring Gary Cooper with Mari Aldon; "Starlift,"
starring Dons Day, Gordon Macrae, Ruth Roman,
Virginia Mayo and Gene Nelson with James Cagney,
Gary Cooper and eight other guest stars, and the
reissue of "Captain Blood," starring Errol Flynn,
Olivia DeHavilland and Basil Rathbone.
Foreign Film Remittances
Reach $13,727,928 Total
NEW YORK—During the life of the Motion
Picture Export Corp.—from June 1946 to
Oct. 31, 1951—$13,727,928 was remitted to this
country as a result of the joint distribution
efforts of the organization. Of this. $3,100,-
228 came from "Iron Curtain" countries. The
MPEA operated in 13 countries.
Irving Maas, retiring vice-president and
general manager of MPEA, has submitted his
report to Joyce O'Hara, acting president.
By countries the remittances were : Austria.
$1,592,988: Bulgaria, $19,745; Czechoslovakia.
$1,843,425; Germany, $836,225: Indonesia.
$1,508,080; Hungary, $447,987; Holland, $2,450,-
487; Japan, $4,235,985; Korea, $3,935; Romania,
$45,800; Poland, $307,276; Yugoslavia.
$435,995.
Sam Katzman to Produce
Eight Technicolor Films
HOLLYWOOD—Sam Katzman will produce
eight Technicolor features for Columbia
release during 1952. twice as many tinters
as he has ever made in one year previously.
Additionally, Katzman will turn out four
black-and-white subjects and three serials.
On his color .schedule are "Prince of
Pirates," "Cairo to Suez," "Jack McCall. Desperado,"
"The Pathfinder." "Serpent of the
Nile." "Slaves of Babylon." "Siren of Bagdad"
and "Flame of Calcutta."
The black-and-white entries and cliffhangers
are as yet untitled.
United Para. Dividend
NEW YORK—The board of directors of
United Paramount Theatres, Inc., has declared
a dividend of 50 cents per share on
the common stock, according to Leonard H.
Goldenson, president. The dividend is payable
December 18 to stockholders of record
November 30.
-
10 BOXOFFICE November 24, 1951

pKliv^, ruKWMKD... GOING FORWARD... WITH yWARNER RrOS.
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Every pleasure of the screen -music, comedy, dancing, drama -are here in this happiness-story
of songdom's great Gus Kahn and the girl who put the love in the love songs he wrote.
And ifs big in heart. It tells of the fellow who didn't know how to say 'I love you'
to his own girl -but said it in song for all of America's sweethearts. A dream-role for
Doris Day. Danny Thomas brings his unusual, winning personality to the portrayal of Gus Kahn.
It also stars Frank Lovejoy and Patrice Wymore. A grand entertainment and a cavalcade of song!
It's a picture that will live up to its slogan: 'See it and sing'!

BOTH SIDES ARE HITTING HARD
IN RKO THEATRES PROXY FIGHT
Counterattack Is Launched
By Management as Greene
Group Repeats Charges
NEW YORK—The RKO Theatres proxy
battle waxed hotter during the week, with
no indication of a letup until the December
6 meeting to elect the board of directors.
The stockholders committee headed by
David J. Greene renewed its attack on the
present management in a second circular
mailed stockholders, and the management
replied with its own cicrular to supply "a
clearer picture of the entire situation."
WANT STOCK-HOLDING DIRECTORS
The committee circular again argued that
the company should have directors with substantial
stock holdings and that the certificate
of incorporation should be amended
to prevent the issuance of stock options at
will. It also compared RKO Theatres earnings
with those of other companies, and expressed
worry about television competition.
It noted that the present directors "have
bought soine more stock"—700 shares—bringing
their holdings to 1,800 shares representing
an investment of about $8,100. It charged
that of the 15 directors and/or officers who
comprise the management, only four own any
stock in the company.
Securities and Exchange Commission statistics
were quoted to show that during 1950
the theatres operated at a profit margin of
8.5 per cent, compared with 12.8 per cent for
United Paramount Theatres, 12.7 per cent
for Warner Bros, houses and 11.9 per cent
for 20th Century-Fox houses.
The question was asked what is being
done to meet the "formidable competition"
of television. UPT was cited as attempting
"to secure a foothold in the radio and
television industry as a hedge against a possible
decline in theatre boxoffice receipts."
and the UPT management was called one
that "inspires faith in the theatre industry."
REPLY BY MANAGEMENT
The management's reply, dated November
17, was to the committee circular dated November
1. It asked stockholders to note:
1. The committee's letter makes no charge,
and no charge could honestly be made that
the present management has not managed
the company efficiently.
2. The committee's letter makes no charge.
and no charge could honestly be made against
the character, business ability and business
standing of any member of the present management.
A reply to the second committee circular,
dated November 15, was planned for the
weekend.
Under the heading: "Here is what the committee
failed to tell you about our board
members," the management circular said:
"They failed to tell you that two of the
present directors. Ben-Fleming Se.ssel and
William J. Wardall. a vice-president and director,
respectively, of the Irving Trust Co.,
represent 929,020 shares of stock. They failed
Hughes RKO Holdings
Pass Million Mark
NEW YORK — Howard Hughes is
increasing
his holdings in RKO Pictures
Corp., according to a report of the Securities
and Exchange Commission. This,
listing him as beneficial owner of more
than 10 per cent of the RKO common
stock, said he bought 48,800 shares of the
common in October, bringing his direct
holdings to 1,013.420 shares.
Hughes' RKO Theatres stock has been
trusteed with the Irving Trust Co., which
took over voting rights under the consent
decree. Hughes, however, continues
to receive dividends. He has appealed to
the U.S. Supreme Court over a time limit
imposed on his ownership of the theatre
stock.
to tell you that these 929,020 shares which
support the management are abolit 24 per
cent of the entire stock issued.
"Instead, you are given the impression that
the present directors represent practically no
interest in your corporation. Simple mathematics
will quickly show that the two abovementioned
directors represent stock worth
close to $4,000,000."
The 929,020 shares are those trusteed by
Howard Hughes with the Irving Trust Co.
in accordance with terms of the consent decree.
Irving Trust can vote them as it sees
fit. and the management statement indicates
it has knowledge that they will be
voted in favor of the present management.
The Greene group claims current holdings
of 231,688 shares and is seeking to add materially
to them.
The mystery of who, if anyone, Is "behind"
the committee in attempting to gain control
of RKO Theatres is touched on briefly in
the following sentences:
"When the chairman of the committee first
approached management, repeated efforts
were made to find out just whom he represented
and the extent of their holdings.
These efforts failed."
LITTLE DATA ON MORTON
RKO Theatres officials said during the
week they still did not know the identity
of any large interest behind the committee.
One wondered off the record if the nomination
of Daniel O. Morton had any special
significance. Morton is an officer of Albert
M. Greenfield & Co., a powerful Philadelphia
real estate brokerage firm with offices in
New York. The committee statement showed
Morton as owning only 1.000 shares beneficially
but representing the Greenfield interest
"which, through an affiliate. Bankers
Securities Corp., owns 37.000 shares of the
stock."
The RKO Theatres circular contrasted the
backgrounds of the opposing nominees, Sol
A. Schwartz, president, was credited with
30 years of service to the company in various
positions, Leland Hayward with being a leading
legitimate producer with wide experience
in entertainment fields, and J. P. Dreibelbis
with being a vice-president of Bankers Trust
Co. whose advice on financial matters is
valuable. Sessel was described as similarly
qualified. Edward C. Raftery was listed as
a member of the law fu-m of O'Brien, Driscoll
& Raftery with 25 years of experience
m all phases of the industry. Wardall was
listed as a director of Best Foods, McKesson
& Robbins, Irving Trust Co., Sylvanla Electric
Productions and Western Union.
'PROFESSIONAL STOCK DEw\LER'
In contrast, the management called Greene
"a professional dealer in stocks and commodities,"
who "claims no experience in motion
picture and theatre operations." It noted
that Jay Emanuel's name does not appear
on the committee, but that he is a candidate
for the board, adding: "It would seem that
the only nominee of the committee who is
experienced in the motion picture business is
Jay Emanuel, who is a director of Translux
Corp. which operates theatres in New York,
Boston and Washington, in which cities certain
of your RKO theatres are also located.
If elected a director of your company, how
would he divide his allegiance?"
Robert Parkes Baruch was described as a
partner of the stock exchange firm of H.
Hentz & Co. and as claiming "no experience
in motion picture and theatre operations."
A. Louis Oresman was listed as an attorney
and a certified public accountant also without
motion picture and theatre experience.
The management circular called the warning
about stock options a "bugaboo." saying
it is not an unusual provision, that the
board will not abuse its power and "has no
plan or intention of issuing any stock options
to anybody."
It mentioned nine-month net profits in
1951 of $1,053,844, with $502,205 earned in the
third quarter and showing an improvement
over the previous quarters, and the October
15 payment of a dividend of 10 cents a share,
i
totaling $391,491.
PROBLEM OF DIVIDENDS
"This initial dividend." it said, "was declared
September 5 because at that time
directors had before them results of six
months' operation and a decided improvement
in third-quarter earnings was indicated.
Therefore, in the judgment of your board, a
payment could be made to stockholders on
sound business principles. When results for
the full year are known, the matter of a
dividend will again be presented to the board
for their consideration."
A summary said the board consists of experienced
business men. "some thoroughly experienced
motion picture and theatre operators."
that two of the directors represent the
voting power of 929.020 shares of stock in
support of the management, that management
is concerned solely in continuing to
improve the earnings record of the last nine
months, and that stockholders shouldn't be
misled by the stock option "bugaboo."
i
12
BOXOFFICE :: November 24. 1961
i

Fox Earnings for '52
In an Upward Trend
NEW YORK—Consolidated net earnings of
20th Century-Fox and its subsidiaries for the
39-week period ended September 29 amounted
to $2,147,629, it was reported this week (20 1.
While this figure was considerably below the
earnings reported for the same period a year
ago, business has shown a decided improvement
since the second quarter of 1951 when
profits slumped badly to $196,337. They were
up to $1,076,515 in the third quarter and the
fourth quarter is again expected to show an
upturn.
The net consolidated earnings for the 39
weeks ended Sept. 29, 1950 were $6,595,723, but
this amount included $2,401,210 in income of
prior years received from countries with currency
restrictions.
A comparison of the 39-week periods follows:
1951 1950

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Siqns of Prosperity
\A7HEN producers resume talking about
cutting their output to concentrate
on quality films it's a sure sign business
is better. Nobody ever gave this angle
much thought until World War II had been
under way for about a year and the freespenders
stretched downtown first-runs so
far there was a product backwash.
The Radio City Music Hall may be one
of the straws in the wind. It has played
only four pictures in six months and it
has had to cancel three important bookings.
Runs have been lengthening in
other cities.
Nobody claims a boom is around the
corner, but even the pessimists admit that
more pictures are making money and staying
longer. Producers and distributors like
this, of course, because the bulk of the
revenue comes from the early runs. Not
so much talk has been heard about studio
economies of late.
The principal exhibitor complaint has
been about print shortages due to the
scramble for earlier runs. This, by itself,
is an indication that many of them have
discovered the earlier runs are profitable.
It is unlikely that another subsequent
run product shortage will be brought on
by longer runs, or that product backlogs
will build up, because a wave of public
spending would simply encourage exhibitors
to bid for earlier runs. This would increase
the first-run competition and keep
more pictures in circulation.
Eidophor Progressing
EVERYBODY connected with the Eidophor
color television project was extravagantly
enthusiastic after the latest demonstration
at Zurich last week. Spyros P.
Skouras now says the apparatus will be
shown in this country next month.
All three Skouras brothers — Spyros,
Charles and George; Elmer C. Rhoden and
R-ank H. Ricketson, heads of Fox theatre
circuits; Dr. Peter C. Goldmark, vicepresident
in charge of CBS engineering
research and development, and Dr. W. R. G.
Baker, vice-president in charge of the
electronics division of General Electric,
made their comments without reservations
of any kind. The apparatus is already a
success, insofar as they are concerned. All
that i-emains to be done is to manufacture
It and get it on the market.
This latest demonstration in Switzerland
differed from any of its predecessors, because
it was done from a show staged by
John Martin of the CBS laboratories division.
Dr. Baker's remarks from the engineering
viewpoint were interesting for theatre
operators. He said the system was "probably
the most outstanding theatre television
system in the world because there is
no limit on the light that can be pumped
through the unit."
Arc lamps are used. A new type arc invented
by Dr. Edgar Gretener, a Swiss
expert on color film and arc lighting, is
used. Gretener says the lamp can run
"up to double the brilliancy of the sun."
By JAMES M.JERAULD
Industry Conference
MEXT move in National Allied's arbitration
plan will be the appointment of
a special committee by Trueman Rembusch,
president, to work with Abram P.
Myers, general counsel, in drawing up a
set of proposals to be submitted to distributors.
That will be the critical point. If distributors
agree to negotiate, a general industry
conference will result. Proposals of
distributors. Allied and TOA will have to be
combined. The discussions might take a
long time.
Martin G. Smith, president of the Ohio
Allied unit, calls the Allied plan "a challenge
to the good faith of those who have
so eloquently and persistently preached
'unity' for the motion picture business."
That may be putting it a bit strongly,
because the advocates of arbitration hope
to have the conferences open with no chips
on anybody's shoulders—quite a feat, it
must be admitted—in view of the fact that
Allied has six specific points for the
agenda, plus an all-inclusive phase that
takes in almost everything. Its proposals
are summarized as follows: lai clearance
and prints, ib) competitive bidding,

DuMont Cannot See
Thealre TV Profil
NEW YORK—Dr. Allen B. DuMont, head
of the Allen B. DuMont Laboratories, can't
see any profit in theatre television in the near
future and he also is pessimistic about color
television. That is still five or six years
away, he says, although he admits his company
has 50 engineers working on it.
DuMont has looked askance at color and
theatre television for several years in spite
of the fact that Paramount Pictures has a
heavy financial interest in the DuMont enterprises
and Paramount affiliates are predicting
wide use of both color TV and largescreen
TV in the near future. He says he can't
see any "economic sense" in theatre TV.
"People are not going to pay for something
they can get for nothing," he asserts. "Already
many of the theatres are squawking
that they will never get back the money they
invested in the equipment. And the quality
of the picture in the theatres doesn't begin
to compare with home reception." DuMont
predicts that the Columbia Broadcasting System
color apparatus will "never work."
During the 40 weeks ended October 8, the
company reported a loss of $319,000. This
was after a recovery of 1950 federal taxes
totalling $1,743,000. The company is now
devoting 60 per cent of its capacity to war
work, compared with an average of 15 per
cent for other companies, and he predicts
1952 will break all production records.
The backlog of military orders now totals
about $60,000,000.
Double Honor to Warner Brothers in
Anniversary
Harvey Heads Committee
On Round-Table Talks
NEW YORK—Rotus Harvey of the Pacific
Coast Conference of Independent Theatre
Owners has been named chairman of the
permanent round-table committee authorized
at the August Hollywood round-table discussions
between producers and exhibitors, according
to the Council of Motion Picture
Organizations.
Other members are Mitchell Wolfson of
Theatre Owners of America, Trueman T.
Rembusch of national Allied, Leo Brecher
of Metropolitan Motion Picture Theatres
Ass'n of New York and Harry Brandt of
Independent Theatre Owners Ass'n of New
York.
TNT Gets Garden Rights
For Theatre Television
NEW YORK—Theatre Network Television
has acquired from Madison Square
Garden Corp. the right to select major
events for theatre television, according
to Nathan L. Halpern. president. The
first selection was top college basketball
games beginning December 4 and continuing
throughout the season, ending
with the national invitation tournament
and the Olympic games playoff. Halpern
said the events will be made available
to theatres equipped with television,
and will be distributed on the basis of
local and regional attractiveness outside
of metropolitan New York.
Jack L., Harry M. and Albert Warner are shown receiving a plaque from Jack C'ohn,
president of Columbia Pictures, honoring them as "Pioneers of the Year" at the 12th
annual banquet of the Motion Picture Pioneers at the Waldorf-Astoria hotel in New
York Thursday (15). In the bottom photo a Theatre Owners of America committee is
seen at the Warner home office presenting a plaque in honor of the silver anniversary
of sound. Left to right: S. H. Fabian, theatre circuit president; Jack L. Warner,
Mitchell Wolfson, president of the Theatre Owners of America; Major .\lbert Warner,
Harry M. Warner and A. Julian Brylawski, head of the Washington, D. C, Theatre
Owners Ass'n, and Sam Pinanski, former president of TO.\.
Technicolor Price Reductions to Save
Industry Around $750,000 Yearly
HOLLYWOOD—With increased costs the
prevailing trend as concerns virtually every
item that goes into the manufacture of motion
pictures, a reversal of that rising index
is being effected by one film organization
through the announcement by the Technicolor
Motion Picture Corp. of price decreases
estimated to save the industry some $750,000
annually.
Revelation of the price cut was made by
Dr. Herbert T. Kalmus, president and general
manager, at a press conference on Wednesday
1211.
Dr. Kalmus pointed out that the price
reductions, entirely voluntary, were made
possible by Technicolor's absorption of 50
per cent or more of cost increases due to
rising wages and increases in the price of
raw- materials. By the new Technicolor price
list, effective December 1, 35mm release prints
are reduced .15 of a cent a foot, bringing the
new base price down to 5.33 cents a foot.
On the basis of one average print order
for a Technicolor feature, this would amount
to an estimated saving of about $3,600. This
figure is computed as pertaining to a 90-
minute subject, with a footage of approximately
8,100 feet, for a net saving of $12.15
per print. Since the print order per picture
is usually around 300, the total reduction in
cost of Technicolor processing would amount
to $3,654.
The $775,000 industry-wide savings envisioned
by Dr. Kalmus is based, apparently,
on the estimated production of approximately
200 features in Technicolor the coming year.
BOXOFFICE November 24, 1951 17

(Red
18 BOXOFFICE November 24, 1951
A
Republic to Budget $15,000,000,
Largest in the Company's History
HOLLYWOOD — In
the largest budgetary
appropriation in its 16-year history. Republic
has set aside $15,000,000 for the manufacture
of theatrical films during 1952. The recordshattering
expenditure was announced by
President Herbert J. Yates after top-echelon
policy meetings with other company executives.
At the same time Yates made guarded reference
to published reports that Republic
would also enter the TV film production field.
"We're in show business all the way," he
declared. "While it is true that we shall not
be caught napping on any market which can
return revenue to our stocldiolders or any
media where motion pictures are presented,
our main business is—and always will be
providing the best entertainment we know
for the exhibitors of this country and the rest
of the free world."
Republic, Yates said, will go all-out for
star names and literary properties during
1952 and will continue its long-established
policy of taking personalities out into the
field and working with exhibitors to present
premieres.
Pictures now in release, or soon to be made
available, include "The Quiet Man," a John
Ford production starring John Wayne and
Maureen O'Hara; "Hoodlum Empire," with
Brian Donlevy and Claire Trevor; "The Adventures
of Captain Fabian," toplining Errol
Flynn; "Lady Possessed," with James Mason:
"The Wild Blue Yonder," starring Wendell
Mn. EXHIBITOR!
ONLY ^ WEEKS
A
his lanjp
MONOGRAM PICTURE
Corey: and two Judy Canova comedies in
Trucolor, "Honeychile" and "Oklahoma
Annie."
The 1952 lineup as cited by Yates includes
"The Alamo," starring and to be produced
and directed
by John Wayne; "Fair Wind to
Java," "Ride the Man Down," "Jubilee Trail,"
"Citizen Soldier," "Minnesota," "Song of
Youth," "Bal Tabarin," "The Golden Herd"
and "A WAC From Walla Walla."
Yates declared the success of the Movietime,
U.S.A. campaign came as "no surprise"
to him, since he has found that "every time
you give the exhibitors something genuinely
constructive to work with, they come through
with flying colors."
In ;his ( oiuiection h; lerninded that on behalf
of "The Wild Blue Yonder," Republic
has arranged a world premiere for Thursday
(29) in Omaha, accompanied by parades and
star appearances, and which will be followed
by similar openings in Seattle and Wichita.
Republic Trade Ads to
Stress
Red Cross Blood Bank Need
HOLLYWOOD—Herbert J. Yates, head of
Republic Pictures, has ordered, effective immediately,
that all Republic trade advertising,
posters, brochures and mailings will prominently
carry the line:
"A WOUNDED SOLDIER NEEDS YOUR
'
BLOOD—TODAY!
Crosses on both
sides of this slogan will be in color.)
In addition, Yates has undertaken personally
to "get out the plasma" and sent Republic
exchanges letters urging all company
employes to be the first to give their blood
for the boys.
In Atlanta, which was the first city reporting
to BOXOFFICE, Branch Manager Eddie
Brauer said that every employe in the Republic
office reported to the blood bank in a
body and 75 per cent were accepted. Civic
leaders said it was one of the finest publicspirited
gestures ever seen.
Monogram to Expand Output
To 48 Features for Season
HOLLYWOOD — Originally pegged at 45,
Monogram output for the 1951-52 season will
be expanded to 48 features, it was disclosed
by Walter Mirisch, executive producer. Further,
the .scheduled four films to be turned
out under the banner of Monogram's sister
company, Allied Artists, are to be increased
to six.
The expanded schedule will be made on
increased budgets, Mirisch said.
B&K Gets Wood Theatre
Control. But Must Sell
CHICAGO—Balaban & Katz has acquired
tlie one-half interest in the United Artists
Theatre owned by the United Artists Theatre
Circuit, Inc., to give it complete ownership.
Under provisions of the Paramount con.sent
decree, B&K, which is a subsidiary of United
Paramount Theatres, must make the theatre
available for sale within four months. The
theatre is one of the better Loop properties.
In the Newsreels
Movietone News, No. 93: World shocked by Red
murder oi prisoners; train crash in Wyoming; midwest
tornado; Michigan— 11 children orphaned by
auto wreck; Korea—Danny Kaye troupe performs for
GIs; New York City—civil defense tests; Germany
beard show; Florida—beauties display dazzling new
beach wear; sad story of a fan who put his faith
m a horse.
News oi the Day, No. 223: New York tests civilian
defense in A-bomb drill; report of mass murders by
Reds shocks U.S.; Korea air battles; preview of
1952 beach fashions; MacArthur cheers Korea veterans,
Warren's hat in the ring; fatal train wreck;
women answer call to service.
Paramount News. No. 26: Korean atrocity disclosures
shock nation; news of politics; now it's
capes for sv/im glamor; millionth DP arrives; blasts
over New York.
Universal News, No. 509: New Korean atrocities;
United Nations assembly in Paris; simulated atomic
bomb attack; Governor Warren throws hat in ring;
Gl Jane joins up; Frankie and Ava step out
premiere of "Meet Danny Wilson"; grid thrills big
and small—Army against the Citadel; kid football
in Washington, D. C.
Warner Pathe News. No. 28: New York in biggest
atomic bomb defense test; U.S. reveals Red
atrocities in Korea; Sacramento, Calif.—Governor
Warren says he's candidate, too; 28th Division sails
for Germany; Seattle—MacArthur greets veterans
from Korea; Newfoundland—Elizabeth and Philip sail
for Britain; Switzerland— style separate for 1952.
•
Movietone News, No. 94: "Hello, Mommy," soys
Prince Charles; Po valley—Italian floods, scene ol
human misery; U.S. plane crashes in France—
persons perished; big bedding blaze in Chicago;
movie industry in scrap drive; Australian couple
buried under huge pile of winnings; football highlights—Illinois
held by Ohio State; Princeton rolls
Yale; Stanford routs Oregon State; Tennessee whips
Mississippi.
News oi the Day. No. 224: Elizabeth welcomed
home; floods sweep Italy; blood for comrades; U.S.
plane crashes overseas; Peron wins again; Eisenhower
boom; Truman meets the press; American
Nobel prize winners; Princeton trounces Yale; Stanford
crushes Oregon State.
Paramount News, No. 27: Italy's great flood;
France—US. plane crashes on mountain; Peron
retains power; Iran's premiere leaves U.S.; Senator
Lodge booms Ike; Elizabeth and Philip come home;
football—Georgia Tech vs. Alabama, Princeton vs.
Yale.
Universal News, No. 510: Korea heroes; floods; air
crash; Nobel prize winners; foreign officers; football—Browns
vs. Giants, Illinois vs. Ohio State,
Princeton vs. Yale.
Warner Pathe News, No. 29: Lodge opens drive
lor Ike; floods race through Italy; flying boxcar hits
French peak; London roars welcome home to Elizabeth
and Philip; New York—Motion Picture Pioneers
honor Warner brothers; Korea wounded get carrier's
record blood gift; football— Princeton defeats
Yale, Browns top Giants.
•
Telenews Digest, No. 46B: Korea— war on the
ground; Suez—British drive on terrorism; Paris—Eden
blasts war of words; Panmunjom—truce talks make
little headway; Key West— the President on vacation;
Wyoming—streamliner crash in blizzard kills
18; Tokyo—labor unions in mass demonstration;
Pakistan—new prime minister takes over; New York
A-bomb air raid drill; New York—military parade
for girls only; Italy views for fashion lead.
Now .
. . RCA ready
TO STAKE MORE MILLIONS
in
your theatre business
Offers bold new plan to help you
modernize now on /ow-cosf credit
Effective immediately: For you, the
theatre owners, RCA now mokes available
additional millions of dollars in new
credit financing in an all-out effort to
give you the theatre equipment you
need to modernize right now for better
house appeal, bigger grosses!
Get full story.
Call your RCA Dealer . . . today.
^^^ KADIO COKPOkATION of AMtRICA
ENG/N£»ING PfODUClS DCPT. CAMDCN, N. J.
i

L
. . . King
. . Handed
. . And
^oUefMKMcC ^c^^u^
Production Activity Booms
Among the Independents
Riding the crest of filmdom's current upswing
in optimism and enthusiasm—sparked
by the recent Movietime U.S.A. campaign and
the marked increase in revenues noted on a
number of new releases— is the independent
filmmaking fraternity. After several months
during which camera activity by such units
hit a low ebb, something of a boom appears
to be in the making, paced by several newly
blueprinted projects.
Marking his entrance into production after
many years in the agency field, Donald
Hyde has teamed with Anthony Veiller,
writer-producer, in a new company which has
secured a United Artists release for its first
venture, "Red Planet." Based on the stage
play by John L. Balderston and John H.
Hoare, it's another contribution to the current
space opera cycle, and will star Andrea
King, with Harry Horner at the megaphone.
A December start is planned by Arch
Oboler for the provocatively titled "The
Twonkey"—what it means is anybody's guess
—which Oboler will shoot before arranging
distribution, as he did with "Five," now being
distributed under the Columbia banner.
Oboler, who will produce and direct, also
wrote the original screenplay and has set
Hans Conreid, character actor active in
screen, radio and TV fields, as the lead.
Camera work is due to get under way
almost immediately on another film-it-firstand
- arrange - a - release-later project, "The
Fighter," which is being produced by Alex
Gottlieb at Motion Picture Center. Starring
Richard Conte, it's based on a short story by
Jack London and was scripted by Aben
Kandel. Gottlieb is also preparing, for
Zanuck Answers Charge
On 'The Desert Fox'
In no uncertain terms, 20th Century-
Fox's production chief, Darryl P. Zanuck,
has taken exception to adverse reactions
anent the filming by his studio of "The
Desert Fox," highlighting the career of
Nazi Field Marshal Erwin Rommel. Zanuck's
reply was to a charge by the Jewish
War Veterans of America, in New
York, that officials of the U.S. State department
viewed the making of the feature
with some concern, and that 20th
Century-Fox representatives had been so
informed.
Said Zanuck:
"Twentieth-Fox produced 'The Desert
Fox' with the full authorization and cooperation
of the State department. Parts
of the film itself were photographed in
Germany. Pull permission to do this
naturally was obtained from the State
department. The film is a picturization
of the book by British general Desmond
Young and was distributed throughout
the U.S. and England. 'The Desert Fox'
has proved to be one of the most popular
boxoffice hits our studio has made."
By
IVAN SPEAR
launching this spring, "Abbott and Costello
Meet Captain Kidd," which will co-star the
comics with Charles Laughton. It's for Warner
Bros, release.
Meantime Monogram-Allied Artists in a
progress report on its 45-picture schedule for
1951-52 disclosed six features have already
been completed, nine others are being edited
and screenplays for eight more have been
turned in. Of the completed .sextet, "Fort
Osage" and "Aladdin and His Lamp" are in
Cinecolor, which process was also utilized on a
pair now in editing stages, "Rodeo" and
"Wagons West."
Also charting an active course is Joseph
Kaufman, who—in addition to a multiplepicture
distribution commitment with RKO
Radio—has set a deal for the joint production
in Rome, next year, of "Carmen," from the
Bizet opera. His partner in the overseas venture
will be Robert Haggiag, who heads the
Scalera studios in Italy, and Beniamino Gigli.
former Metropolitan Opera tenor, has been
inked for the male starring role.
Kaufman's first under his RKO Radio
ticket is "Sudden Fear," to star Joan Crawford,
and which will be made before the
Italian
project.
Episodic Features Appear
To Be in Vogue Again
Hollywood's productional history, over a
period of years, has been studded with occasional
sallies into the field of multi-episode
subjects in which a group of .stories, portrayed
by separate casts and frequently employing
different producers, directors and
writers for each sequence, are packaged into
one feature-length attraction. Among the
more successful of such ventures: Paramount's
"If I Had a Million" (1932) and
20th Century-Fox's "Tales of Manhattan"
(19421.
Now the episodic feature appears to be
enjoying a new vogue. Metro recently tradescreened
"It's a Big Country," containing
eight sequences dedicated to the Americanism
theme, and starring such personalities as
Gary Cooper, Ethel Barrymore, Van Johnson,
Fredi-ic March, Keefe Brasselle, Marjorie
Main, Keenan Wynn and a host of others.
Utilizing the services of seven directors, it
was produced by Robert Sisk.
At least two others are on tap for 1951-52
filming. Metro is preparing "Three Love
Stories," a romantic trilogy which Sidney
Franklin will produce, and for which Directors
Vincente Minnelli and Gottfried Reinhardt
have been set, as have cast toppers
Fernando Lamas, Leslie Caron and Pier
Angeli. And 20th Century-Fox is packaging
five O. Henry stories as "The Full Hou.se,"
utilizing separate casts, writers and directors
under the productional supervision of Andre
Hakim.
Slated to start next month is the first of
the O. Henry quintet, "The Gift of the
Magi," which will co-star Jeanne Crain and
Farley Granger, with Henry King directing.
This will be followed by "The Ransom of Red
Chief," "The Cop and the Anthem." "The
Last Leaf" and "Clarion Call"—which, at
this writing, are uncast.
Mary Pickford to
Return
To Screen for Kramer
On tlie heel.s of the literary beat which
he scored some weeks ago by acquiring
film rights to the
life story of
Franklin Delano
has inked Mary
Pickford — once
Pro-
Roo.sevelt.
ducer Stanley
Kramer racked up
something of a
casting coup with
the disclosure he
known the world
around as "America's
Sweetheart"
Mary Pickford
— to return to the
screen for her first starring role in 19
years.
u
Miss Pickford, whose last picture was
"Secrets," made in 1933, will topline
"The Library," which Kramer will produce
next year as a part of his multiplepicture
deal with Columbia.
A member-owner 'with Charles Chaplin)
of United Artists, Miss Pickford described
"The Library" as "a picture w-hich
stands for everything we Americans hold
dear ... I consider the story, and my
part in it, an almost sacred responsibility."
It is being scripted by Daniel
Tarada.sh and Elick Moll.
Four Literary Transactions
Recorded During Week
. . .
.
Four sales were recorded on the literary
market. Columbia purchased "The Good
Tidings," a novel by William Sidney, and
inked Robert Ardrey to develop the screenplay
Another novel, Gw'en Bristow's
"Jubilee Trail," was picked up by Republic
Bros. Productions acquired "The
Longshot," an original w-ith a horseracing
background by John Higgins to
Aspen Productions, the independent unit
headed by directors Robert Wise and Mark
Robson, went "Blessed Event," a comedy by
Sumner Arthur Long.
Samuel Bischoff No-w Back
As Warners Producer
Returning to the studio with which he was
associated from 1933 to 1940, Samuel Bischoff
has checked back into Warner Bros, to assume
duties as a producer. He resigned his
executive berth at RKO Radio some weeks
ago.
B. B. Kahane, now in his 16th year
as an executive and vice-president of Columbia,
entered into a new- long-term contract
with the company . a fiveway
ticket at 20th Century-Fox was Max
Showalter, of TV and Broadway, who will
function as actor, lyricist, composer, test director
and dialog director.
Classic Pictures will distribute the British
film production of T. S. Eliot's "Murder in
the Cathedral" in the U.S. in January, according
to Max J. Rosenberg, president of Classic,
who recently returned from England. The picture
was produced and directed by George
Hoellering from a screen play by Eliot.
BOXOFFICE November 24, 1951 19

it
&';;« 'Cop
les, ri; •ight square on the nose to top the
Christmas records of "Paleface." Bob's
chasing that "Delilah" doll, Hedy Lamarr,
all the way up the road to Morocco.
I
^- P u
'•"dy'sn,
' * '»»oney/»
"fioxo^/p
"' ""y
Here's how the trade boys tingled
when they saw 'em tangle in Tangier^
-^•^
® 'or."
One of #« ,

f'3
'^//
er
o/- er
'^^'^--^/^^i
'O;- C/
-^°''r.>^>,^^^
I
LOUELLA PARSONS Reports:
'A gold-mine. ..it
has everythiii;
T just love
with
i
FRANGIS LSULUVAN 'AMD MOSS ' JOHN MHEI!
Produced by PAUL JONES • Directed by NORMAN Z. McLEOD
Screen
story and Adaptation by Edmund Beloin and Lou Breslow
Play by EDMUND HARTMANN and JACK SHER
Additional Dialogue by Hal Kanter

Suit Is Filed in Kentucky
To Test Admissions Tax
FRANKFORT, KY.—A suit attacking the
constitutionality of Kentucky's 15-year-old
tax on amusement admissions has been filed
in Franklin circuit court by the Fourth Avenue
Amusement Co.. Louisville, against revenue
commissioner Clyde Reeves and the
Kentucky tax commission. The company
operates the Rialto, Strand, Brown, Uptown
and Rex theatres in Louisville, and a number
HALLMARK
sirwm
HALLMARK
PARADE
HALLMARK BLD6.
n;^S^ ,^gy^-' WILMINGTON, OHIO
CKICtCO • ClIVEUHD . TOKOIITO • WIICO CIIT • •IICKUND • SVDIICt
cucuna • »uchi • »iiio • atnim • iiomi • rmi • loiidoii
of theatres in Indianapolis, Terre Haute and
Lafayette, Ind.
The tax also applies to admissions at ball
parks, dance halls, night clubs, skating rinks,
swimming pools, lecture halls, stadiums and
other such amusement places.
Admissions under 11 cents are exempt from
tax. The rate is 1 cent on admissions of 11
to 18 cents; 2 cents on admissions of 19 to 28
cents; 3 cents on admissions of 29 to 38 cents.
Prom 39 cents to $1 the tax is 3 cents plus a
penny for each dime charged in excess of 38
cents. On admissions over $1, the tax is 10
cents plus a penny on each additional 25
cents charged.
The suit recites that the amusement tax
was enacted in 1936 as a part of former Gov.
A. B. Chandler's plan to liquidate the state
debt, then represented by a large number
of outstanding interest-bearing state warrants.
Chandler assured theatre owners the
tax would be temporary, the suit said.
The state debt was paid off during the
administration of former Gov. Keen Johnson.
However, the suit continued, theatre owners
have petitioned subsequent governors and
legislatures to repeal the tax without success.
The admissions tax, said the suit, is a hidden
tax that raises the price of admissions.
It violates amendments 5 and 14 of the United
States Constitution and section 171 of the
Kentucky constitution, because it is discriminatory,
arbitrary and unconstitutional.
Although the admissions levy is called an
excise tax, it is in reality a sales tax and, the
suit said, unless it is repealed, theatre owners
in Kentucky "will be forced to cease operation."
The federal government collects a 20 per
cent admission tax. The suit said that it is
unlikely that the federal government will
reduce or eliminate its tax and the theatres
face the prospect of business losses almost
equal to Kentucky's admissions tax.
Para. 1951 Booking Drive
Will Honor E. K. O'Shea
NEW YORK—E. K. "Ted" O'Shea, vicepresident
of Paramount Film Distributing
Corp., will be honored by the company's
booker-salesmen in their fourth annual booking
drive scheduled for December 2-29.
The booker-salesmen's month, which was
inaugurated by A. W. Schwalberg, president,
is usually dedicated to a Paramount sales
executive and the selection of O'Shea this
year was in recognition of his outstanding
contribution to the success of the field sales
organization, Schwalberg said.
Review Board Lists Three
NE'W YORK— All three films listed in the
November 17 issue of the National Board of
Review weekly guide to motion pictures are
recommended for the family. They are "Tom
Brown's Schooldays" and "A Christmas
Carol" lUAi and "Navajo" (Lippert).
The industry's own—the Variety Clubs-Will Rogers
hospital depends entirely on contributions from the
amusement industry. Sign the 'Christmas Salute'
scroll today!
Para. Earnings Drop,
Dividend Increases
NEW YORK — Paramount
consolidated
earnings for the first nine months of the
year have been estimated at $4,205,000, or
$1.83 a share of common stock, compared
with earnings of $4,571,000, or S1.75 a share,
for the 1950 period.
Third quarter earning^ for 1951 have been
estimated at $1,373,000. or 60 cents a share
on the 2,302,125 shares outstanding, compared
with 1950 earnings for the same period of
$1,745,000, or 67 cents a share on the 2,615,-
619 shares then outstanding
The estimates include earnings of consolidated
domestic and Canadian subsidiaries.
They do not include Paramount's share of
net undistributed earnings of partially
owned non-consolidated subsidiaries. Such
shares amount to $183,000 for the third quarter
of 1951, compared with $298,000 for the
same 1950 quarter, and $179,000 for the first
nine months of 1951, compared with $1,127,000
for the same 1950 period.
U.S. and Canadian income taxes—no excess
profit taxes required—were approximately
$64,000 higher for the third quarter and $1,-
130,000 higher for the nine months of 1951
than for the same 1950 periods.
George Ebeling Dies
CLEVELAND — Death came unexpectedly
last week to George A. Ebeling, 62, one of the
best-known theatre architects in this area.
He died in Lakeside hospital from a heart
attack suffered two weeks earlier. During
his long career as an architect, the most recent
theatres that Ebeling designed included
the State Theatre, Cuyahoga Falls; the Yorktown
and Mapletown, Cleveland; the Lake,
Painesville and Mentor Drive-In, Mentor.
RKO Closes Foreign Deal
NEW YORK—RKO has signed contracts
for the European distribution of Vittoria de
Sica's Italian film, "Miracle in Milan," according
to Phil Reisman, vice-president in
charge of foreign distribution, on his return
from Europe. The U.S. distribution has not
yet been set.
Now .
. . RCA ready
TO STAKE MORE MILLIONS
in your theatre business
Offers bold new plan fo help you
modernize now on low-cost credit
Effective immediately: For you, the
theatre owners, RCA now makes available
additionar millions of dollars in new
credit financing in an all-out effort to
give you the theatre equipment you
need to modernize right now for better
house appeal, bigger grosses!
Gat full story.
Coll your RCA Daolor . . . today.
n^ KADIO CORPORATION of AMIRICA
^^-^ £NGINE£*(NG PRODUCTS DIPT. CAMDIN, N. J
22 BOXOFFICE :: November 24, 1951
J"

i
\If you're part of the amusement industry—
IK
\^OU MUST BE PART OF THE XMAS f
'^
SALUTE TO THE WILL ROGERS HOSPITAL!
f r" i\
r'iic-- i
From every part of the country, from
every segment of show-business, will
come greetings to the patients at the
Variety Clubs-Will Rogers Memorial Hospital.
H"xl7" Christmas cards are being
distributed, each one with room for the
signatures of 30 contributors and wellwishers.
These cards will be attached to
form a five-mile-long greeting to the patients
at the Hospital. Contributions from
10c to a million dollars will be welcomed.
WHY YOU MUST
"HELP CARE FOR
OUR OWN":
o
The Variety Clubs-Will Rogers Hospital is maintained for the benefit of
those within the Amusement Industry suffering from tuberculosis. There
are no patients from outside of show-business. Yet, anyone from any part
of the entertainment business is eligible for treatment without charge to
the patient.
It depends for its upkeep completely upon contributions from the Amusement
Industry. There is no other source of income — and money is desperately
needed at this time.
In addition to medical care for the industry's tuberculous, the hospital
returns them to their jobs in good health, mentally and physically. Last
year, 41 arrested cases were returned to normal living.
o
The Will Rogers Hospital is embarking on a research program seeking the
cause, source and cure of TB infection. This, too, is costly—and this, too,
is necessary.
According to the N.Y. Tuberculosis and Health Association report, "the
average cost of treatment from detection to complete restoration is $30,000"
Yet, there is no charge to our patients. And each patient has a private room.
As part of the industry educational program, free chest X-rays have been
offered to all industry employees.
WHAT YOU
MUST DO:
If you're an exhibitor, get every employee to sign a Xmas Salute Card —
and to contribute.
If you're an employee, contribute willingly to the one hospital that belongs to you.
If you've got a heart.
(P/l^^/
AMUSEMENT INDUSTRY'S ANNUAL CHRISTMAS SALUTE TO
THE VARIETY CLUBS -WILL
ROGERS MEMORIAL HOSPITAL
NOV. 1- DEC. 15

|
BOXOFFICE
BAROMETER
This chort records the performonce of current attractions in the opening week of their first runs in !
the 20 key cities checked. Pictures with fewer then five engagemenrs ore not listed. As new runs
re reported, ratings are added and averages 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 mark.
Across the Wide Missouri
iMGMi
Adventures of Captain Fabian (Repi
152 105 140 120 110 110
168
125
110
97
131
100
96
105
100
102
111
118
102
112
107
104
114
100
97
i
95
208
121
101
153
115
TOP
THE
-OF-
HITS
WEEK
Individual runs, not an average.
Pictures with less than five runs
do not appear in the chart above.
An American in Paris (MGM)
Lo.s Angeles 275
Philadelphia 165
Oliver Twist (UA)
Kansas City 250
Two Tickets to Broadway (RKO)
Boston 190
Cincinnati 150

T-shirts
CHESTER FRIEDMAN
EDITOR
MOfFIC
^HUGH E. FRA^E
Associate Editor
SECTION
PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN
Bill
1)!'
A
nnwerAcLifu
— Chester Friedman
Prerelease 'Quo Vadis
Pattern Local Sales Formulas
Metro-Goldwyn-Mayer's reported .sevenmillion-dollar
inve.stment in "Quo Vadis" is
getting local exploitation commen.surate with Vadis "
the big budget production in key towns where
the feature is playing prerelea.se bookings.
The campaigns are as elaborate and ostentatious
as the film itself.
In Pittsburgh, the ballyhoo started .several
months prior to the booking when William
Elder, manager of the Penn, set up dred cards were
announcing the
new.spaper stories, cross trailers at affiliated
theatre.s, poster displays, lobby setpieces and
many other eye-catching stimulants.
The outdoor campaign represented a fullscale
circus .showing. Five hundred teaser
one-.sheets with copy, "This is the year of
'Quo Vadis,' " were posted in the metropolitan
area eight weeks prior to opening. One
hundred six-.sheets. 250 three-sheets and 1,000
one-sheets in full color were posted over
an area of 50 miles.
Five hundred tack cards tied in with the
December issue of Screen Stories magazine
were distributed to news dealers and newsstands
by the Pittsburgh News Co. Supplementing
this, 16 branches of the Carnegie
library distributed 10,000 bookmarks, and
downtown shops and offices were saturated
with 10,000 blotters. In doctors and dentists
reading rooms and in hotels, more than
2,000 booklets of the story behind "Quo months in advance
Vadis" were left as "pick-me-ups"
MGM exploitation
FOSTERS IN LIBRARY
The downtown branch of the Carnegie
library was filled with colorful posters advertising
the picture through a tie-in with
literature concerning ancient Rome. Colored
blowups of the stars on merchandising hookups
produced a bevy of windows with florists,
men's shops, women's specialty stores, camera
shops, sporting goods firms, music stores and
travel agencies. A co-op ad campaign yielded
three quarter-page newspaper ads with the
Roberts Jewelry Co. These were spaced to
hit on three successive days prior to opening.
The Pittsburgh Art institute aided in promoting
a contest among art students for the
best reproductions from scene-stills displayed
at the theatre. The Post Gazette sponsored cabs throughout
a six-day classified contest with cash prizes
for the winners a week before opening. To
capture the attention of the juvenile trade.
a coloring contest was planted with the Seek
Hawkins club, a feature of the Pittsburgh
Press.
nouncing this
Three months prior to opening, all outgoing
rubber-stamped
with teaser copy. At the same
Bookings
theatre playdates.
displayed in
of opening.
department.
the city.
offer.
The 25'.h anniversary of the Paramount
Theatre at the Crossroads of
the Wor!d reminds us that tempus is
fugitinR. About three months after
this guttering palace of crystal and
marble opened, we were sauntering
along 43rd street when sheer pressure
from a pack of huskies crowding the
sidewalk carried us into the lobby.
Our momentary surprise was brightened
at the prospect of thus getting
into the show for free.
Moments later, drawn up, military
style, in the lobby, we were listening
to an inspirational talk from a man
later identified as Steve Barutio.
His sales pitch convinced the writer
there was a future in theatre business.
There was the implication
also that all of us would become theatre
managers in three months if we
had what it takes and what Publix
needed to fulfill its expansion aims.
Actually, it took 16 months before
we were able even to shed our Eton
jacket for the coveted white flannels
and blue coat with the embroidered
letters, "Chief Usher." Those 16
months embraced all the heartaches,
frustrations and disappointments so
familiar to all who aspired to
come up from the ranks—promotions
which pissed by because of favoritism,
and demotions sometimes based
on prejudice and petty jealousies.
Often the temptation to quit succumbed
to an 11th hour inspirational
talk from one of the friendlier executives.
And inwardly there was a
growing determination to make the
grade in spi'e of the obstacles and
because show business had already
gotten into our blood.
Looking back, it is easy to recognize
how the influence of those
friendly e'ecutives helped to shape
our destinir^s and those of so many
who wore Publix uniforms at that
time. From all of us, there's a long
list of thank-yous due. To Steve
Barutio, W. McEachron, Ted Leaper,
Chester Stoddard, Frank Biba, Ben
Rosenber»—and to many who have
passed from the scene, among them
John Wright and Major Jones.
Thank you, gentlemen—25 years of
thanksl
time, theatre employf- bf-'aii wearing celluloid
buttons with tea.'-er ropy, and "Quo
were w'orn to school by
parttime theatre employes.
One hundreds cards were placed in Greyhound
bus terminals within a 100-mile radius
of Pittsburgh, and a fleet of 20 Pittsburgh
News Co. trucks were bannered with sigas
Two hun-
Blue Ridge bus
terminals throughout western Penn.sylvania.
HOOKED TO LUX DEAL
One thousand posters hooked to the Lux
tieup were displayed in grocery stores, and
an equal number of posters tied in with
Whitman's chocolates were distributed to
candy and confectionery shops. Sets of colored
llxl4s were exhibited in parochial high
schools, and 10,000 reprints of Peter's speech
were distributed through the Council of
Churches.
Radio promotion included daily spot plugs
over stations WPGH, KQV and WHOD. In
addition, the Jane Gibson show. KQV. sponsored
a jingle contest with cash and record
album awards. Menus and tent cards in
downtown restaurants carried plugs for the
picture. All this was exclusive of unusual
newspaper cooperation beginning many
Working with
Elder was J. E. Watson, representing the
At the Grand in Atlanta. Manager Boyd
Fry and MGM exploiteer Emery Austin practically
duplicated the Pittsburgh campaign.
The most spectacular front ever used in
Atlanta, topping even the one used for
"Gone With the Wind." presented a Roman
atmospheric appearance highlighted by a
giant medallion 13 feet in diameter which
was mounted on the facade of the building.
STREET BANNER HUNG
A street banner, 50 feet long and four feet
high, was stretched across Peachtree street
in the heart of the city. Illuminated signs
on the backs of 50 Yellow cabs advertised the
picture for two weeks. In addition, bumper
strips were used on more than 100 Yellow
Railroad executives tied in by offering an
excursion trip to residents within a 100-mile
radius of Atlanta, including admission to the
Grand to see "Quo Vadis." Signs were
posted on trains and in railroad depots an-
Working with the Atlanta censor, arrangements
were made to post notices and art
displays on school bulletin boards.
BOXOFFICE Showmandiser :
:
Nov.
24. 1951 — 263 — 25

: Nov.
Beautiful
Solid Stimulant to
The neighborhood or suburban theatre
manager who plays product weeks or months
after the downtown first runs, frequently has
a beef that he does not have the opportunities
for exploitation tieups. The big stores will
tie in with the Main street palaces, the
newspapers will run stories and art when a
picture malies its initial bow in the city, but
usually they are cold when the sixth run
theatre makes a pitch for a co-op deal. In
most instances, the beef of the subsequent
run manager is justified. There are exceptions
:
The Vogue Theatre, Bronx, N. Y., is a
typical example. Manager Harold Stern and
Interior circuit supervisor Dick Berner are
the exceptional showmen who prove that
.showmanship is merely another synonym for
salesmanship. After the first run playoffs
and the major circuit engagements, the
Vogue plays pictures about third run in its
own neighborhood.
Advertised by the ambitious theatremen
as the biggest contest ever sponsored by a
single theatre in the borough of the Bronx,
a Beautiful Child promotion recently concluded
assumes all the proportions of living
up to the ad copy.
A roundup of the judges committee, the
prizes and the physical achievements of promoting
the contest compare favorably with
many of the big-scale promotions employed
by the distributing companies and the first
run operations.
The judges panel consisted of Hollywood
screen star Macdonald Carey; the famous
model. Candy Jones, and one of America's
foremost illustrators, Russell Paterson. The
judges announced their selections, aided and
abetted by patron balloting, from the theatre
stage. Their appearance was well-advertised
in advance, assuring the theatre of a
capacity audience. The judges arrived with
police escorts, sirens and the hoopla usually
reserved for luminaries in Broadway premieres.
The list of prizes which encouraged a record
number of entries in the contest read
like some of the fabulous prizes on radio
shows. An all-expense vacation in Bermuda
for the child and both parents topped the
Child Contest Proves
BEAllTi
IMLailiLLliiiTt
"'^'^liiriiffi
Business
list, by arrangement with the Furness Bermuda
lines. In addition, a dance scholarship,
audition by Harry Conover and many other
gifts went to the first prize winner. Television
sets, phonographs and loads of other
gifts were handed out to the next four winners
and consolation prizes went to every
finalist.
Berner and Stern drafted a set of contest
rules aimed at stimulating entries and theatre
patronage. A neighborhood photographer
took free pictures of every child. This provided
a uniform set of photos for lobby exhibition.
Hundreds of eager and enthusiastic
parents, friends and relatives besieged the
lobby constantly during the five weeks the
contest was on to see pictures of their loved
ones.
On two nights each week, patrons received
ballots which were valid for one vote in determining
weekly winners who became finalists.
With several hundred mothers of entrants
out hustling votes for their youngsters,
theatre attendance on these nights was
appreciably higher. When lack of lobby space
prevented an appropriate exhibit place for
all the prizes, local merchants eagerly donated
window space.
To launch the contest. Stern prepared
thousands of brochures which were handed
out to patrons at the theatre and delivered
to homes throughout the area. Daily newspapers
as well as local weeklies cooperated
with stories and art. A week before the
final judging, 10.000 circulars were distributed
announcing the appearance of the distinguished
panel of judges. Sidewalks were
stenciled, a truck ballyhoo was used and
there were one-sheets, three-sheets and window
cards to herald the event.
For almost two months, a rubber stamp
used on paper bags in friendly neighborhood
stores carried announcements of the contest
into thousands of homes. Another attraction
for theatre patrons in the theatre lobby,
from the very beginning of the quest for
the most beautiful child in the Bronx, was
an exact small-scale model of the S.S. Queen
of Bermuda on which the winner was scheduled
to embark on his vacation. The model,
weight 600 pounds, seven feet in length and
CHILD
isdaosa
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-->?«
\\/0GUE THEATRES
Beautiful Child Contest
fOB All CHIlOBtN 3 TO 7 rEABS Of AGE
five feet high, had a constant crowd collecting
in the lobby. Its exhibit was arranged
through courtesy of the Furness hnes.
And while many exhibitors are still complaining
about product, competition and the
customary traditional beefs, two Bronx showmen
demonstrate that showmanship and exploitation
are alive and can pay off in added
prestige for the theatre and bigger boxoffice
receipts.
Outside Exploitation
Ballys 'Bathsheba'
Douglas Mellott, manager of the Naylor,
Washington, D. C took advantage of every
exploitation device his budget would allow to
reach the widest possible range in promoting
"David and Bathsheba."
A 24-sheet was posted on wallboard and
displayed in the lobby two weeks before
opening. A second 24-sheet was posted on
an illuminated board under the theatre signature
on the facade of the building. The
front of the marquee was covered with a
54-foot sign with transparent cutouts which
spelled out the title of the picture.
A merchant sponsored a co-op herald and
3,000 of these were placed in homes in the
residential neighborhood. Two thousand special
student tickets were distributed in
schools.
For outside ballyhoo, 100 window cards and
100 counter cards in full color were placed
in stores within a two-mile radius of the
theatre. Results of the campaign were good
in terms of boxoffice attendance and receipts,
according to Mellott.
Fowl Ballyhoo Used
An interesting street ballyhoo was used by
Miss E. Brown, manager of the Pavilion Theatre,
Barrow-in-Furne.ss, England, to exploit
"Mr. Drake's Duck." She borrowed
an open car, and built up the back .seat with
a
large duck in cutout form sitting on a ne^t
of eggs. The vehicle, bannered on both side.s
with appropriate copy, was then driven around
town by a theatre employe. For the output of
nine shillings and a little ingenuity.
26 — 2G4 BOXOFFICE Showmandiser
:
24, 1951

s
California Managers
Turn Full Steam
On Civic Tie-Ins
Nate Krevitz. district manager for Pittsburg
Theatres in Concord and Pittsburg,
Calif., goes on record in reporting tliat local
theatre managers are consistently active in
promoting their screen attractions and enhancing
public relations.
Almost every week, local merchants participate
in cooperative heralds to promote outstanding
attractions such as "Show Boat."
"Cyrano de Bergerac," "David and Bathsheba."
etc.
Pittsburg theatremen recently participated
in a Community Chest fund drive by having
a representative from different groups appear
on the stage for the purpose of making
a one-minute pitch in behalf of the drive.
The four local theatre managers comprise
a team in the chamber of commerce drive
for new members and topped all other groups
by bringing in 24 new businessmen. Theatre
employes including usherets, etc., are constantly
encouraged to donate their time in
behalf of the Red Cross. March of Dimes
and other national and local drives.
Extra publicity is stimulated from coming
screen shows by having special groups invited
to pictures having particular appeal for their
professions. Recently, high school teachers
were guests of the management on opening
night of "Cyrano de Bergerac," and members
of the police department are invited to see
films with a sleuth angle. Pittsburg attorneys
were recent guests at "Criminal Lawyer."
When "Jim Thorpe— All American" opened,
the entire high school football team made
a stage appearance in conjunction with the
film.
According to Krevitz, the managers are constantly
engaging in extracurricular activities
which go a long way toward publicizing the
theatres and the shows.
Representing the circuit are Walter Blanchard,
manager of the California Theatre;
Fonzie Parrish, manager of the Vogue: Bob
Charles, manager of the Enean, and Gus Favalora,
manager of the Palace, all in Pittsburg.
At the Enean Theatre in Concord, John
Grichuhin is manager.
Krevitz's report concludes, "Business is
good."
Free Show for Kiddies
Marks 3rd Anniversary
Vincent Capuano, manager of the Elm,
West Hartford, Conn., recently observed the
third anniversary of the opening of the theatre
by getting local merchants to sponsor a
free children's show. An ice cream-eating
contest on stage and other juvenile games
supplemented the screen show. The invitation
for youngsters to attend was made in a co-op
ad sponsored by the merchants.
300 at 'Heart' Screening
James McCarthy, manager of the Strand in
Hartford, previewed "Close to My Heart" at
the Avery Memorial for 300 representatives of
insurance firms and women's clubs. Comment
cards were used for a lobby display,
under the heading: "Read what some of your
neighbors think of this great motion picture."
Abe Ludacer Shows He's on Toes
With Ballet Dancers for Paris
Abe Ludacer, manager of the Valentine
Theatre in Toledo, used all facets of exploitation
to promote "An American in Paris." He
began work three weeks prior to opening.
The newspaper phase included teasers, publicity
stories and art in the daily papers, and a
large co-op promoted from the Hanf dancing
school. Giant lobby displays were prepared,
using blowups of magazine and newspaper
reviews, and pictorial layouts.
Window tieups include jewelry stores, hosiery
shops, florists and all music stores handling
MGM records. In addition, 25 easel displays
were placed in choice downtown locations.
Two weeks prior to opening, a car of foreign
manufacture was parked in the busy
shopping area, with a sign: "Reserved for 'An
American in Paris,' Valentine soon."
Ballet students from the Hanf school entertained
theatre patrons in the lobby with
dancing exhibitions. A man dressed as a
French policeman was assigned to busy intersections
to assist people in crossing the
street, with the green light. A sign on his
back was lettered, "Stay alive to see 'An
American in Paris,' etc., etc."
All local radio stations gave the picture
gratis announcements. Station WTOD used
an interview record with Gene Kelly, and
WTOL featured Gershwin music on a special
broadcast on Midnight Penthouse Party.
In the theatre lobby, records from the film
entertained patrons two weeks before opening.
The J. W. Green Music Co. sponsored a
contest in Toledo schools and colleges for the
best essay on "Why I Would Like to See 'An
American in Paris.' " The sponsor provided a
free scholarship and Linguaphone record albums
as prizes, with the theatre contributing
passes for runnersup.
All theatre employes wore French berets
and sashes imprinted with the picture title
in advance of opening, and a screening was
held for all nuns in the city who teach in
parochial schools.
BOXOFFICE NUGGETS
Jim Farrell, manager of the Elmwood.
Penn Yan, N. Y., has a new car giveaway set
for December 20 under merchant sponsorship.
Twenty-four stores and business firms are
cooperating in the tieup. Each merchant
gives drawing coupons with every purchase
made over a specified amount. Stunt is aimed
at stimulating extra business during slack
period proceeding Christmas.
Sal Adoro sr., manager of the Capitol.
Middletown, Conn., sold "Saturday's Hero"
with dramatic expose copy in his newspaper
ads. Layouts were topped with scare copy
reading: "See Why They Do It." Incidental
copy scored the inside story of "kept men"
in college football.
Len Crate, manager of the Union Cinema.
Dunstable, England, promoted a street procession
to ballyhoo "The Galloping Major."
A neighborhood livery stable provided horses
for the demonstration. Theatre employes,
dressed in costume, served as volunteer riders,
with the assistant manager walking ahead
and distributing special leaflets advertising
the theatre playdates.
Ted Conklin, manager of the Bucyrus, Ohio,
Theatre tied up with two out-of-town high
schools on benefit shows which followed each
other on two different nights. A share of the
proceeds was donated by the theatre toward
the purchase of uniforms for the school bands.
Students hustled ticket sales well in advance.
Conklin sold an ad to a merchant on the
back of the tickets to defray costs.
Bernard Grosso, manager of the State in
Newark, N. J., tied up numerous music shops
for full window displays advertising "Show
Boat." Each merchant displayed sheet music
and records backed by large art displays for
the picture and prominent theatre playdates.
10
BOXOFFICE Showmandiser : : Nov. 24, 1951 — 265 27

Salufe to Bell Aircraft Catapults
Premiere of 'Worlds Collide
The world premiere of "When Worlds Collide"
hit the city of Buffalo with an impact
almost as strong as the effect of two planets
running head on into each other. The campaign
started on a high civic level and took
on the aspects of a circus promotion which,
in spite of a severe storm, gave the Paramount
Theatre one of its best openings.
Paramount Pictures sent two exploitation
representatives into the city to work with
Arthur Krolick, C. B. Taylor and Ed Miller.
Paramount Theatre executives.
The main tie-in was with Bell Aircraft
Corp., with the premiere assuming the proportions
of a salute to the famous corporation
which manufactures rocket missiles,
supersonic planes, etc. Bell public relations
officials and the Paramount representatives
mapped out a cooperative campaign. 30x40
posters were placed on bulletin boards in all
three Bell plants in the city. A display provided
by Bell was placed in the theatre lobby,
with another on the mezzanine floor, featuring
models of supersonic planes, jet motors,
photographs of test fhghts of flying missiles,
etc.
On opening day, a flight of Bell helicopters
flew over downtown Buffalo dropping handbills
advertising the picture. Bell devoted the
entire front page of its house organ. Aircraft
News, to tell the story of the picture, enumerating
all the events surrounding the premiere.
Top officials of the company, headed by
Bell, rode in special cars in a procession from
city hall to the theatre on opening night.
Bell addressed the audience, as did George
Pal, producer of the picture.
Two days prior to opening, the aircraft
firm sponsored a luncheon at the Hotel
Lafayette for visiting Korean veterans of all
nations. Full press cooperation was accorded
each of the promotions including a tour of
the aircraft plant by Pal and his wife, following
which the producer was guest of honor
at a press and radio luncheon.
A newspaper campaign was launched several
weeks in advance of the premiere, with
the Sunday Courier-Express using a full-page
pictorial preview in the roto section. A Polish
language newspaper with a large circula-
Part of news agency fleet bannered with
theatre signs announcing Buffalo premiere.
tion carried a two-page feature layout in the
magazine section.
The Empire News Co., distributors of the
Astounding Science fiction magazine, displayed
posters on all trucks and distributed
placards tieing in the magazine with the
Paramount premiere to all newsstands
throughout the metropolitan area.
Sattler's department store cooperated by
advertising the picture in a box topping a
double-truck ad, and distributed 50,000 special
heralds plugging the film. Three hundred
of these heralds had a star imprint entitling
the holder to claim a free pass to the Paramount.
Spectacular display in lobby of Paramount includes exhibit of motors, jets
dramatic photos of lest fhghts made by Bell aircraft by stratoplanes and rockets.
28 — 266 —
and
Original drawings of sets used in filming the
production were brought from Hollywood
and displayed at the Buffalo Public library.
The library further cooperated by distributing
bookmarks advertising the premiere, and
displayed books on interplanetary communication
and allied subjects.
A newsboy parade staged for 1,500 carriers
resulted in additional newspaper breaks via
photos and stories. Tied in with this stunt
was a gimmick in which defense bonds were
offered to boys who brought suitcases containing
articles they would choose to take
along on a trip to another planet. The bond
were awarded for the best three selections ancresulted
in an abundance of publicity breaks
The opening night parade was headed by a
girls drum corps and a contingent of theatre
ushers carrying a large banner reading
"On our way to see the world premiere, etc'
Newsboys marched in the procession, and an
A-board truck which had been used to ballyhoo
the picture in suburban areas brought
up the rear of the parade.
The picture had an extensive outdoor po.sting
campaign which included 50 24-.sheets ir
Buffalo and principal highways leading to
the city. Silkscreen process posters on the
rear of taxicabs kept the premiere fresh in
the minds of the public.
Many large store windows were devoted to
displays saluting the picture. Spot announcements
were used on all Buffalo radio stations
to herald the opening: a flash front'
was built for current ballyhoo, and affiliated
Paramount theatres ran cross-plug trailers.
Thirty-five out-of-town newspapers were
serviced with news stories and art advertising
the premiere.
Novelty Signs Draw
To Halloween Show
Gordon Jacobson. manager of the Lake,
I<
j_^
'
i
'Si'
Devil's Lake, N. D., used a novel street display
to stimulate interest in his annual Halloween
midnight show. On a street lamp-post,
he placed several wide-body directional arrows,
one above the other. They were painted
i
in traditional colors and copy on each arrow
tpito
played up a different feature of the show.
According to Jacobson, the display caught i
the eye of many passersby and motorists andi
was instrumental in helping to draw a capacity
house.
To sell the same show to regular theatre:
patrons, a banner was painted with skull'
and crossbones, pumpkins, witches and black
cats, carrying sales copy for the program. The
letters and illustrations were outlined inphosphores
paint. Following the screening
of the feature, the house was darkened and a
spot flashed on this banner which was hung
against the traveler curtain. The banner
glowed and immediately following, the trailer
was screened announcing the midnight Halloween
show.
Newspaper Sponsors
'Broadway' Contest
Publicist Red King's campaign for "Two
Tickets to Broadway" at the Keith Memorial
in Boston, was headed by a jingle contest
sponsored by the Boston Traveler and the
Sunday Herald.
The contest winner received tran.sportation
to New York, free hotel room and meals, a
tour of the city and theatre tickets. The
Tiaveler devoted almost a column of space
daily to the contest and accompanied the
story with stills from the film productions.
Ten disk jockeys on four leading radio
stations plugged hit tunes form the picture
almost continuously, beginning a week in advance.
On opening day. one disk jockey from
each radio station participated in a marathon
broadcast from the theatre lobby for
five hours. The broadcast was aired by their
respective stations.
BOXOFFICE Showmandiser :
:
Nov.
24, 1951
/3B[
«ceS

5t
tl*'
fm H'
Animation in Display
Gives Xiltle Egypt'
Publicity Shakes
An animated lobby display helped to
stimulate
advance interest in "Little Egypt" for
Fred Godwin, manager of the Wellston, Warner
Robins, Ga.
With posters and attractive signs, the
theatre's limited lobby space was converted
into a carnival midway. The figure of the
dancing girl from the three-sheet was
mounted on compo board and covered with a
skirt made from a colored scarf. An electric
contraption with a coil and circuit breaker
made the figure wiggle, and a spotlight
placed on the figure provided added attention
value.
Godwin's recent ballyhoo ideas have been
instrumental in stimulating advance interest
in his coming shows. For "Francis Goes to
the Races," a man led a pony through the
streets with signs on each side reading, "This
ain't Francis but you can see "Francis Goes
to the Races' at your Wellston Theatre, etc."
For "Show Boat," jewelry and record shops
displayed picture and theatre advertising
tieing in with record albums. "Alice in
Wonderland" was exploited in drugstores and
on newsstands by tieing in with pocket-size
books based on the film production.
To kick off the Movietime U.S.A. campaign,
the mayor was persuaded to issue a
proclamation which appeared in two local
newspapers.
Godwin, who also manages the Martin &
Thompson drive-in at Warner Robins, created
advance word-of-mouth advertising for
"Two Flags West" by announcing that Confederate
money was good for admission to
the first ten persons on opening night. The
stunt attracted attention in the local pre.ss
as
well.
Supreme Court Judge
Is Guest at 'O'Hara'
Extra publicity was garnered for "The
People Against O'Hara" when it played the
Colonia in Norwich, N. Y., when Manager
Bill Connolly invited the state supreme court
judge and the district attorney and his staff
to be guests on opening night. Connolly also
mailed letters to every lawyer in the area,
explaining they had a natural interest in the
picture and urging them to see it.
Connolly erected a replica of a judge's
bench in the lobby and had an usher garbed
in black robe make a personal pitch for the
picture by '-'sentencing" incoming patrons to
"see 'The People Against O'Hara.' next
Colonia attraction."
Dance Students Attend
Opening of 'American'
Lou Hart, district manager of the Schine
circuit, tied up with two large dance schools
to have the entire student body attend the
opening of "An American in Paris" at the
Avon in Watertown, N. Y. The group attended
in a body and paid regular admission
scale.
Hart arranged window tieups with department
stores and record shops on the music
angle and promoted a tune identification contest
with a local disk jockey program.
BOXOFFICE ShowmandJser : : Nov. 24, 1951
Goodwill Promotions
Forestall
Trouble With the Small Fry
Sam Greisman, manager of the Jefferson
Theatre, Fort Wayne, Ind., makes a
special effort to create goodwill among
his juvenile patrons, and through this
policy has helped to reduce vandalism
while the kids are inside the theatre.
The third annual free show for members
of the Schoolboys Safety patrols indicate
the extent of cooperation he receives from
•school officials and the police department.
The .school safety patrol, covering
public and parochial schools, is directly
under the supervision of the police traffic
division.
For three years, Greisman has arranged
a special free show as a reward for the
youngsters for their work on the patrols.
This year the show was staged on November
5, a Monday, between 3 and 6 p. m.
Greisman booked a program especially
suitable for youngsters, headed by "Santa
Fe" and "Sunny Side of the Street."
The principals at grade and parochial
schools received notice of the .show and
they, in turn, were asked to notify patrol
Radio Program Reaches
Stay-at-Home Patrons
Fred Leavens, manager of the Elmdale, Ottawa,
Ont., promoted a weekly radio show
called "Tunes 'n' Titles" which is aimed
at exploiting current and coming screen attractions
when people are at home relaxing
on Sunday evening. The radio show is presented
at 10 p. m. on Sundays.
The 15-minute show enables the station to
use four tunes tied in with four pictures. As
an example, to promote "Storm Warning,"
"Stormy Weather" was used as the tie-in
tune. For musical pictures, title tie-ins are
effective.
According to Leavens, the program is a
polished, well-written show which has been
growing in popularity.
Newspaper Name Tie-In
Sells 'Close to Heart'
Russ Barrett, manager of the Capitol. Willimantic.
Conn., tied up with the Willimantic
Chronicle for a free ad on "Close to My
Heart." The newspaper published the names
of five local residents in advertisements on
one page. At the top of the layout was an
announcement that persons whose names appeared
on the page could call at the Chronicle
office and, upon proper identification, receive
free tickets to the Capitol for "Close to My
Heart."
Man on Street Hookup
Now in Its
Sixth Year
Joe Borenstein. manager of the Strand in
New Britain, Conn., reports he is observing
the sixth consecutive year of a permanent tiein
with the Man on the Street broadcast on
KND. The station gives theatre tickets to
program participants
adequate attraction plugs.
— 267 —
each day and provides
members that their Identification cards
would admit them to the Jefferson. These
bulletins included a note to every principal
to Instruct his respective patrol to conduct
them.selves in an orderly manner
while at the Jefferson as an appreciative
gesture to the manager for his civic interest
in arranging the show.
Another recent tieup which did an excellent
job of public relations was a sixweek
tieup with two Fort Wayne newspapers,
the Journal-Gazette and the News-
Sentinel. Carriers were i.s.sued tickets by
their re.spective circulation departments
for meeting weekly quotas. The tickets
are valid at the Jefferson boxoffice for
regular admission tickets which are redeemed
at regular prices by the newspaper.
According to Greisman. the tieup not
only helped to increa.se theatre attendance
but proved a boon to the candy stand
due to the fact that most of the carriers
came to the theatre right after completing
their daily chores and brought a healthy
appetite along with them.
Papers So Tough, He
Writes Own Column
Outside of an occasional scene mat which
the Reading (Pa.) newspapers publish for
the theatres, free publicity is something the
local managers don't get much of. Larry
Levy, manager of the Colonial there, recently
instituted a new gimmick designed to provide
newspaper readers with bits of Hollywood
news, studio gossip and information on coming
and current film shows. The deal is a
column especially written by Levy under his
byline, and runs as a paid advertisement in
the Sunday Reading Eagle.
The paper's 50,000 circulation is considered
an effective medium for promoting the theatre
attractions.
Now . . . RCA ready
TO STAKE MORE MILLIONS
in your theatre business
Offers bold new plan to help you
modernize now on low-cost credit
Effective immediately: For you, the
theatre owners, RCA now makes available
additional millions of dollars in new
credit financing in an all-out effort to
give you the theatre equipment you
need to modernize right now for better
house appeal, bigger grosses!
Get full story.
Call your RCA Dealer , . . today.
f^^^ RADIO COWORATIOH of AMtRICA
^ BNGINCCmNG PRODUCTS DtPT. CAMDEN, N.J.
29

Connecticut Manager Starts
With 'Rich and Pretty' Ballyhoo
mil
Tony Masella, manager of the Poli Palace,
Meriden, Conn,, launched his campaign for
"Rich, Young and Pretty" two weeks in advance.
He displayed special 40x60 boards with
stills in addition to transparent 40x60's, and
had a jukebox in the lobby playing hit tunes
from the picture score All theatre employes
wore sashes.
Postcards from the Hollywood Roosevelt
hotel, with a California postmark, were
mailed to a select list of local residents.
Bumper strips were placed on all employes'
cars, and 1,000 restaurant doilies with theatre
imprint were distributed to restaurants.
Hotel and night club orchestras and radio
disk jockeys featured popular song hits from
the picture, mentioning the Palace playdates.
For street ballyhoo, an attractive usherette in
Sidewalk Stencils
Point to 'Heaven'
Sidewalk stencils showing a large footprint,
picture title and theatre playdates helped to
stimulate interest in "One Foot in Heaven"
prior to its opening at the State Theatre,
Gainesville, Fla. George Krevo, manager of
the State, had the stencils placed at busy
intersections several days in advance of opening.
The stunt aroused wide comment and
fostered word-of-mouth publicity.
Coincident with the report In newspapers
of the untimely death of Robert Walker,
Krevo was playing "Strangers on a Train,"
the last picture in which Walker appeared.
As a sympathetic gesture, and In formal recognition
of the unfortunate death of the film
star, Krevo contacted a local florist who made
up a floral piece for display near the theatre
boxoffice. Copy backing the flowers read.
"With sadne.sK, we offer sympathy in the loss
of Hollywood's wonderful personality, Robert
Walker." In addition to numerous phone calls
of commendation from theatre patrons, the
gesture was publicly noted in Jim Camp's column
In the Gainesville Sun.
30
Early
street clothes traveled the bus lines and appeared
in public places carrying a handbag
placarded with advertising for "Rich, Young
and Pretty."
The Quality Bakers agency placed two 45-
inch co-op ads plugging the picture; the
Kaemmer milk company used two 16-inch
ads illustrated with a cut of Jane Powell
drinking milk; a charm salon sponsored two
six-inch co-op ads, and a men's shop paid
for two 2-column by 11-inch tiein ads featuring
illustrative material on Vic Damone.
Window cards were placed in 50 choice
locations including depots and railroad stations.
Two thousand merchant bags were
imprinted with theatre copy. Both daily
newspapers gave the picture extra space by
way of readers and scene mats.
Mad Hatter Ballyhoo Used
As 'Alice' Promotion
Jim Farrell, manager of the Elmwood, Penn
Yan, N. Y., had one of his ushers represent
the Mad Hatter for a street ballyhoo in
conjunction with "Alice in Wonderland."
Sporting a top hat and oversize bow tie,
the boy strolled through the streets carrying
a sign: "I am the Mad Hatter . . . See me at
the Elmwood in, etc., etc."
In advance of the "Teresa" playdates, Farrell
used a 24-sheet cutout of Pier Angeli
for a lobby display. The eyes of the huge
star head seemed to be following people and
looking at them wherever they stood, and
Farrell reports that this simple inexpensive
device caused more comment than any lobby
board he has ever used.
Francis Mule Ballyhoo
Al Frosio, manager of the State Theatre,
Altoona, Pa., devised a novel street ballyhoo
for "Francis Goes to the Races." He hired a
mule and a rider and supplied a banner
which read, "$10,000 Reward If You Can
Make Me Talk Like 'Francis,' etc."
— 268 —
British Music Shops
Extend Cooperation
For 'Great Caruso'
G. Williams, manager of the Regent Cinem
in Chatham. Kent, England, leaned heavil
on music tieups to exploit "The Grea
Caruso," and in a reversal of the unsua
order, had the four music stores in Chathan
asking him for tieups as an aid to sellin;
records and sheet music, and vying witl
each other for the privilege.
Some excellent displays were thus arrangec
beginning a week prior to playdate and re
inaining through the course of the engage
ment. Production and star stills wer
prominently displayed along with picture ant
playdate credits. A notable example was i
shop wliich used a full window for a hugi
cutout of Mario Lanza, surrounded by a cir
cle of records. A loudspeaker outside th'
store brought the picture tunes to everyoni
down the entire length of the street.
A special front was created for use a weel
in advance. The entrance doors bore photi
enlargements of Lanza, with sheet music o
the picture's songs displayed on either side
Loudspeakers under the marquee playe(
Lanza records, an accompanying sign an
nouncing, "You are listening to Mario Lanzi
singing selections from 'The Great Caruso,
showing all next week."
Williams was successful in getting "Thi
Great Caruso" records played at a travelint
fair which was in town for three weeks, anc
an item in the local newspaper lauding thi
fair's attractions included this fact, mention
ing the picture title.
For current, Williams had signs posted or
six newsstands in choice locations, reading
"Caruso Sings Tonight . . . Regent Cinema.':
Attendance Increases
With Exploitation
George Chatmas, manager-owner of th«.
Chatmas and Queen theatres in Hearne, Tex.
reports the merchandising motion picture;
consistently proves Its value at the boxoffice
Recently when Chatmas played 'Take
Care of My Little Girl," he used extra promotion
and reports a large Increase in norma
attendance. The big gun of the campaigr
was a beauty contest with entrants submitting
photos that were displayed in the
theatre lobby a week prior to opening. The
local paper gave the contest a page one
write-up and 1,000 special heralds were distributed.
A 24-sheet was pasted on the "sidewalk Ir
front of the theatre and window cards were
placed in stores and public meeting places.
Mailing List Promotes
Drive-In lingle Verse
Pearce Parkhurst, manager of the Lansing
(Mich.) Drive-In, used his weekly mailing list
and the columns of the State Journal to
promote a Jingle contest. The public was invited
to write a jingle telling "Why I like to
attend a drive-in theatre." Theatre passes
were awarded to winners. Copy announcing
the contest and news stories were slanted to
encourage people to forsake their television
sets in favor of a family outing to the Lan- I
sing Drive-In.
BOXOFFICE Showmandiser Nov. 24, 1951
'
I

Virginia Exhibitors
Plan Theatre Clinic
RICHMOND—A comprehensive clinic dealing
with theatre problems of the various
costs of operation and new methods of improving
them will be the theme of the midwinter
meeting of the Virginia Motion Picture
Theatre Ass'n. A. Frank O'Brien, Fabian
city manager, was appointed chairman of the
meeting at the Virginia MPTA board of
directors meeting held in the John Marshall
hotel, and he will select a date later.
The recent Movietime campaign was discussed
at the board meeting, and it was decided
that although COMPO failed to deliver
the Hollywood personalities as planned
to the entire state, making it necessary to
leave out one tour of 16 cities and towns
where newspapers and radio stations had
already advised the public of the scheduled
appearance of John Ford, the COMPO campagn
was highly successful.
Present at
the meeting were Hunter Perry,
Charlottesville; Jack Rumsey, Covington; T.
I. Martin, Culpeper; D. F. Aleshire, Luray;
F. M. Westfall, Martinsville; Leonard Gordon,
Newport News; Herman and Howard
Rubin, Petersburg; Robert T. Barton jr., Sam
Bendheim jr., Dan Browning, Carlton Duffus,
Seymour Hoffman, O'Brien, Morton G. Thalhimer
sr. and jr.. Harold Wood, all of Richmond;
Ellison Loth, Waynesboro, and John
A. Lester, Wytheville.
Gordon and Aleshire, second and third
vice-presidents, presided in the absence of
President William F. Crockett and Benjamin
T. Pitts, first vice-president.
Albany Regional TOA
Is Being Reorganized
ALBANY—Reactivation of the Albany TOA
unit was expected to follow a meeting in
New York this week between Harry Lamont,
temporary chairman during the two years
the organization functioned in this exchange
district, and Gael Sullivan, national executive
director. Lamont planned to submit suggestions
for consideration by Sullivan, who
may come here soon. Saul J. Ullman, upstate
general manager for Fabian and an
active figure in the group when it operated,
is working with Lamont on the revival.
A series of regional meetings probably will
be held. Lamont believes them to be most
effective in organizational and programming
efforts. He hopes to have the unit in action
before the 1952 session of the legislature,
which convenes January 2. The Albany TOA
did an excellent job on legislation in 1949-
50.
UPT-ABC Merger Hearings
May Last Three Weeks
WASHINGTON—The proposed United
Paramount Theatres-American Broadcasting
Co. merger hearings, set for January 15,
probably will run three weeks and may take
much longer, according to estimates made at
a special pre-hearing conference held by the
Federal Communications Commi.s.sion on
Tuesday (20). The first order of business at
the hearings will concern the relationship of
DuMont Laboratories to the proceedings.
The conference was held lor the announced
purpose of clearing up procedural matters and
hitting on methods of cutting down the time
required to complete the hearings. Very little
progress was made toward that end, however,
and further pre-hearing conferences
have been promised for the future.
Counsel for DuMont, William A. Roberts,
contended that his firm had little to do with
the proceedings, other than its alleged "domination"
by Paramount, and that it was unfair
to tie up other DuMont proceedings
before the Commission (license applications)
during long-drawn-out hearings. Roberts
asked that the phases of the "consolidated"
hearings in which DuMont had been included
be disposed of first.
Arthur Schmidt Resigns
From Columbia Ad Post
NEW YORK—Arthur Schmidt, director of
publicity, advertising and exploitation for Columbia
Pictures, has resigned effective December
31. Announcement to this effect was
made Friday (23) by Nate B. Spingold. vicepresident
in charge of the company's general
public relations.
"Mr. Schmidt's resignation is a matter of
great personal regret to me and to the other
executives of the company," Spingold stated.
"We have treasured his association with us,
and his stated position that his services would
not be available to Columbia after the conclusion
of his present contract at the end of
December came as a complete surprise."
Schmidt joined Columbia in 1945 after leaving
the navy, in which he held the rank of
commander and for three years held the position
of advertising consultant at the company's
studio in Hollywood. He joined Columbia's
home office in 1948 as the head of
the department he is about to leave.
The successor to Schmidt has not yet been
considered by the company. Schmidt will announce
his future activity later.
'Arbitration Depends
On Even Partnership'
NEW YORK— "Theatre Owners of America
is now, as it and Its predec&s.sors have been,
in favor of an industry system of arbitration
operated on an efficient and Inexpensive
basis," according to Herman M. Levy, general
couasel. He made the statement following a
meeting of the executive committee November
16 at which Wesley A. Sturges, dean of the
Yale Law school, outlined various arbitration
procedures. Sturges is also chairman of
the board of the American Arbitration Ass'n.
but it was said he spoke only as an individual.
He has been called "the father of arbitration."
"TOA is still willing at any time," Levy said,
"to sit around the conference table, without
pride of authorship, to work out the mechanics
of such a system, and thereafter to seek
Department of Justice approval and to work
for the inclusion of the system in the final
decree of U.S. vs. Paramount, et al.
"A system of industry arbitration will be
achieved only by an equal partnership of
men and minds between production, distribution
and exhibition—each with a full and
respected voice. TOA has a vital stake in that
equal partnership and wants to fulfill every
obligation that will insure a swift determination
of the basic principles formulated for
a sound system of arbitration."
Spyros P. Skouras to Coast
For Product Conferences
NEW YORK—Spyros P. Skouras, 20th Century-Fox
president, is scheduled to leave November
28 with Al Lichtman, vice-president,
and Charles Einfeld, director of advertising,
publicity and exploitation, for Hollywood, to
confer on product with Darryl F. Zanuck and
other studio heads on forthcoming films.
Film Exposition Postponed
NEW YORK—The film exposition scheduled
for March has been postponed. The
New York exhibitor group, headed by Fred
Schwartz, will notify the Grand Central
Palace of a later date and may tie in with
the 1952 Movietime campaign. The promoters
are awaiting a call to the west coast
for planning sessions.
Harold Blumenthal Dies;
Was Fabian Executive
NEW YORK—Funeral services were held
for Harold Blumenthal at 11 a. m. Wednesday
(21) at the Temple Emanuel, Passaic, N. J.
The 52-year-old general manager of the New
Jersey division of Fabian Theatres died Tuesday
(20) of a heart attack.
Surviving are his wife, Mrs. Beatrice
Blumenthal; his mother. Mrs. Max Blumenthal;
three daughters. Maxine, Lillian and
Bernice, and two sisters, Mrs. Miriam Weintraub
and Mrs. Helen Rosen. Burial was at
Riverside cemetery, Rochelle Park, N. J.
ATTEND PIONEERS ANNUAL DINNER—The above persons were among thoNe
who attended the Motion Picture Pioneers 12th annual dinner at the Waldorf Astoria
hotel in New York City November 15 in honor of the Warner brothers. Left to right:
Colonel Johnson, Harry M. Kalmine, Ben Kalmenson, INIoc Silver, Dr. Nathan S. Hiatt,
Sidney Rechetnik, Mort Blumenstock, Peter Perakos, Ted Schlanger, I. J. Hoffman
and Harold Rodner.
BOXOFFICE November 24, 1951 N 31

SfoeccaC ^tutaccftce^Pte^
I
PARAMOUNT PICTURES CORP.
1^3 i ^^H ^H
I
The best in audience and exhibitor appreciation goes to CENTURY — manufacturers
of the finest
motion picture projection and sound reproducing equipment.
7t

Thanksgiving Boosts Grosses;
Vadis and 'Detective Stay Big
NEW YORK—The long Thanksgiving weekend
boosted business at the majority of Broadway
first runs, particularly for the half-dozen
newer films, with Friday grosses better than
Thanksgiving, always an "at home" day for
many New Yorkers.
"Quo Vadis" continued its smash business
di'ring its second week at the continuous run
Capitol and near-capacity at the two-a-day
Aster. "Detective Story" again did terrific
business in its second week at the Mayfair,
and "The Lavender Hill Mob" still packed in
the customers in its fifth week at the tiny
Fine Arts Theatre.
Two long-run pictures, which closed to good
returns, were "An American in Paris," which
completed seven weeks at the Radio City
Music Hall at close to $1,000,000 total gro.ss,
and "David and Bath.sheba," which finished
a 14-week run at the Rivoli and took in close
to $750,000, a record for the 36-year history of
the theatre. Both houses brought in new pictures
for Thanksgiving day, the Music Hall
with another MGM film. "Too Young to
Kiss," and the Rivoli with "Fixed Bayonets."
The ninth and last week of "A Streetcar
Named Desire" at the Warner, and the second
and final weeks of "Let's Make It Legal"
at the Roxy and "Behave Yourself!" at the
Paramount were just fair, and all three houses
brought in new films for the holiday. The
pictures were "Come Fill the Cup," "Golden
Girl" and "Two Tickets to Broadway," the
last two Technicolor musicals. "Warpath"
also followed "The Desert Fox" at the Globe.
(Average Is lOO)
Astor—Quo Vadis (MGM). 2nd wk. of two-a-day 110
Bijou—Tales of Hoffmann (Lopert), 33rd wk. of
two-a-day 80
Capitol—Quo Vadis (MGM), 2nd wk. of coninuous
run 140
Criterion—Tlie Blue Veil (RKO), 4th wk 115
Fine Art:—The Lavender Hill Mob (U-1), 5th wk. 110
Globe—The Desert Fox (20th-Fox), 5th wk 95
Loew's Stale Across the Wide Missouri (MGM),
2nd v/k - 105
Mayfcir Detective Story (Para), 2nd wk 150
Paramount Behave Yourselfl (RKO), plus stage
show, 2nd wk 100
Paris—The River (UA), 10th wk. of two-a-day 105
Park Ave—The Clouded Yellow (Col) 115
Radio City Music Hall An American in Paris
(MGM), plus stage show, 7th wk 105
fiialto IJnknown World (Lippert) 110
Rivoli—David and Bathsheba (20th-Fox), 14th wk. 85
Roxy—Let's Make It Legal (20th-Fox), plus stage
show, 2nd wk SO
Sutton—The Browning Version (U-1), 3rd wk ICO
Trans-Lux 52nd Street Red Badge ol Courage
(MGM), 5th wk 95
Trans-Lux 6th Street Laughter in Paradise
(Stratford) 105
Trans-Lux 72nd Street—The tjnlmown Man (MGM) 105
Victoria—Ten Tall Men (Col), 4th wk 105
Warner-A Streetcar Named Desire (WB), 9th wk. 100
Tv7o Holdovers Score
Highest in Buffalo
BUFFALO — Business continued on an
even keel, nothing sensational happening
along first run row in the pre-Thanksgiving
week. "Streetcar" did very well in a third,
advanced price week and "The Tanks Ai'e
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BOXOFFICE November 24, 1951
Coming" turned in an average week aided by
a good exploitation campaign featuring a
mammoth army tank in front of the Paramount.
The other leaders were "American
in Paris," which—in its third week at that
was in second place, and "Two Tickets to
Broadway."
Buffalo—Anne oi the Indies (20th-rox) 95
Center—A Streetcar Named Desire (WB), 3rd wk...l20
Century—Two Tickets to Broadway (RKO) 100
Cinema The Emperor's Nightingale (Rembrandt).. 90
Lcfayette-Cave of Outlaws (U-I) 95
Paramount— The Tanks Are Coming (WB) 100
Teck—An American in Paris (MGM), 3rd d. t, wk.llS
Centreville, Md., Suits
Settled Out of Court
WASHINGTON—Countersuits between the
Center Theatre in Centreville, Md., and two
film company salesmen who operate theatres
in nearby Church Hill and Chestertown, were
settled out of court Friday (16).
The lengthy litigation started when the
Center sued Paramount, Columbia, RKO and
20th Century-Fox, and the two salesmen,
Charles Wingfield and F. B. Klein, who
worked for Columbia and 20th-Fox respectively,
for an injunction and triple damages
amounting to $150,000. The Center charged
that the distributors were violating the antitrust
laws by conspiring to give Wingfield and
Klein a monopoly of first run product. This
suit was settled with the film companies when
they agreed in February 1950 to give five towns
in the disputed area equal availability.
The Center, however, continued its suit
against Wingfield and Klein, who countered
with a suit for $90,000 and an injunction
against it and Fox, RKO and Paramount, on
the grounds that the agreement was illegal.
Under the new agreement, these two suits
have been dismissed, and that of Wingfield
and Klein against the distributors is expected
to be settled shortly by negotiation.
Movietime Tours Planned
For Four More Areas
NEW YORK—The Ass'n of Motion Picture
Producers and Council of Motion Picture Organizations
have lined up Hollywood person-
for a second series of Movietime U.S.A.
alities
tours, as follows:
Louisiana and Mississippi, starting in New
Orleans December 2—Anthony Dexter, Julia
Adams, Charlton Heston, Lydia Clarke, Frank
Faylen, Bruce Bennett, Robert Stack, Jesse
White, Margaret Sheridan, Hope Emerson,
players: Maxwell Shane. Robert Fellows, Irving
Asher, producers: Fred De Cordova.
George Sidney, Lillian Burns, directors:
Leonard Stern, Dorothy Hughes, writers.
New York, starting in Buffalo November 25
and including Albany—Lloyd Bridges, Arleen
Whelan, players; Andrew Selt, writer.
Rocky Mountain area, covering Utah, Idaho
and Montana, starting in Salt Lake City November
25—Keenan Wynn, Dean Jagger,
Marshall Thompson, players: Mary McCall
jr.,
writer.
Western Pennsylvania, arriving in Pittsburgh
November 25—Jody Lawrance, Jack
Paar, Mel Ferrer, David Brian.
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EQUITY FILM— 1001 N. Jersey Ave., N.W.—Washington,
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CAPITAL FILM—309 N. 13th Street, Philodelphio
33

. . . Gloria
. . John
. . Arthur
. . . Hugh
. . Louis
. . Happy
. . Ira
. . Norman
. . Karl
. . Herman
. .
'
BROADW Ay
•Pony Martin and Gloria DeHaven, stars of
"Two Tickets to Broadway," made personal
appearances at the Paramount for the
last two stage shows on opening day of the
RKO picture November 21 . . . Gigi Perreau.
who is starred in "Week-End With Father" and
three other U-I films, arrived here Sunday
(18) and made six radio and TV appearances
and participated in the Thanksgiving day TV
show during her stay. Her mother accompanied
her . . . John Barrymore jr. left on a
tour to visit Philadelphia, Baltimore, Washington
and Cincinnati promoting his new picture,
"The Big Night," before returning November
28.
Carleton Carpenter, young MGM star, is
here for a vacation before joining Debbie
Reynolds for personal appearances in Akron
and Canton, Ohio, November 29 . . . Gottfried
Reinhardt, who recently finished "The
Invitation" for MGM, his first directorial effort,
arrived from the coast to spend ten days
in New York . . . Roland Winters has returned
to New York after completing "She's Working
Her Way Through College" for Warner
John Farrow, Paramount director,
Bros. . . .
was here to cast roles for his new Alan Ladd
picture, "Botany Bay." Edward Morse of the
talent department, accompanied him.
. . Russell
F. Perry, commercial recording engineer of
Westrex Corp., was back after meetings with
the Westrex staff in Hollywood .
Holman, Paramount eastern production manager,
returned from Paris . . . Joan Burian,
secretary to Gael Sullivan, executive director
of the Theatre Owners of America, will be
married in Bronxville to Robert Finnegan of
Walter Reade jr.,
Boston December 29 . . .
president of Walter Reade Theatres, became
father of a baby daughter. The couple has one
other daughter, Ronnie.
William Fox, industry pioneer and former
president of Fox Film Corp., is at Doctors'
David Brill, east coast representative
hospital . . .
for Herbert Rosener Theatres, is
recuperating at Roosevelt hospital . . . Ernest
Cotogna of the 20th-Fox home office publicity
department reported for army induction November
16.
Regrinald Baker, president of the British
Film Producers Ass'n, and wife and Elmer
Rhoden, head of Fox Midwest Theatres, arrived
from Europe aboard the Mauretania
Drew, film actress, and John Ringling
North, owner of Ringling Bros.' Barnum
& Bailey circus, came in on the Liberte . . .
John Davis, managing director of the J.
Arthur Rank Organization, flew in from
Europe . Huston, Hollywood directorwriter-producer
of "The African Queen" for
United Artists, flew in from London for conferences
with William J. Heineman and Max
E. Youngstcin on distribution and promotion
plans.
Mrs. Burt Lancaster also planed in from
London for her 4-year-old son's birthday,
while Lancaster remained abroad to complete
"The Crimson Pirate" for Warner
Edward Morey and Norton V,
Bros. . . .
Ritchey have returned to the Monogram
home office following the stockholders and
board meeting in Hollywood .
Silverslone,
20th-Fox eastern and Canadian sales
manager, got back November 21 from a busine.ss
trip to Toronto , , . M. L. Simons, MGM
SHOWMAN VISITS STUDIO SET—
Marsh Gollner, operator of the Shore
Theatre in Milford, Del., and the Island
and New theatres in Chincoteague, Va.,
was escorted around the Paramount lot
by Richard Arlen, center, as a high spot
in a southern California vacation talicn
by Gollner and his wife.
home office assistant to H. M. Richey, attended
the Theatre Owners of North and
South Carolina convention in Charlotte.
Hem-y L. Nathanson, president of MGM
Pictures of Canada; Ted Gould, general sales
manager; Garfield Cass, Toronto manager,
and Dewey Bloom, press representative for
Canada, arrived for home office conferences
Owen, Paramount eastern and
southern division manager, went to Charlotte
to attend the TOA convention and to visit
the branch office there . B. Mayer is
in New York from Hollywood . . . Ned E.
Depinet, RKO president; W. H. Clark, treasurer,
and Garrett Van Wagner, controller,
got back from production meetings in Hollywood.
B. G. Kranze, executive assistant to William
J. Heineman at United Artists, left (18)
on a ten-day tour of branches in Chicago,
Pittsburgh, Detroit, Cleveland and Indianapolis
David A. Lipton, Universal vicepresident
. . . in charge of advertising and publicity,
left for Hollywood following ten days
of home office conferences.
Greenfield Given Luncheon
NEW YORK—The Colosseum of Motion
Picture Salesman of New York and the Motion
Picture Bookers club honored Leo Greenfield
at a luncheon Friday (23) at the Toots
Shor restaurant. Greenfield recently was
promoted from salesman to Albany branch
manager of Universal-International. He has
been in the industry since 1936, when he
started as a buyer and booker for Courtboro
Theatres.
Brandt, Mage Close Deal
NEW YORK—Harry Brandt, president of
the Brandt circuit, and James J. Mage, president
of Rialto Films. Inc., which owns the
Rialto Theatre, closed a deal Monday (19)
under which Brandt will buy and book.
The Variety Clubs-Will Rogers Memorial hospital
is Open to All in the amusement industry without
charge. Sign the 1951 'Christmas Solute.' "Help
care for our own."
NEW YORK
By TED GOTTFRIED
FILMROW
"pHE MOTION PICTURE BOOKERS club
will elect officers December 3. The following
have been nominated: President—Lou
Wolfe. Brandt Theatres, unopposed; vicepresident—Al
Trilling of United Paramount;
Bernard Meyerson of Fabian, Lou Solkoff of
RKO and Jack Rochelle of the Park Theatre,
Rockaway Park; treasurer—Myron Starr of
UA, unopposed; financial secretary—Shirley
Sussman of Rugoff & Becker, unopposed for IL
re-election; recording secretary—Gloria Korn P
of Favorite Pictures, and Shirley Chester,
Cinema circuit; sergeant at arms—Ben Levine,
former senior booker at UA, unopposed
for re-election. The Bookers club held a
meeting Monday (19) and welcomed these
new members; Harvey Reinstein, U-I booker;
FYed Trauner, RKO booker, and Shirley Levy,
WB booker.
.
. . Phil Winnick,
. . .
Employes of the Republic exchange will
donate blood to the Red Cross during the
coming week . . Anthony Ricci. Republic
salesman, was inducted into the Motion Picture
Pioneers organization .
New Jersey salesman for U-I, returned from
vacation Sam Goodman of the Century
circuit visited the 20th-Fox
Harriet Allen, head of the
exchange . . .
MGM contract
department, returned from vacation . . .
Happy birthday to Herman Silverman, RKO
sales manager.
Irving Michaels, owner of the Plaza Theatre,
Brooklyn, visited the RKO exchange .
The UA New York exchange was still in first
place in the company sales drive . . . William
.
P. Murphy, Republic manager, and Robert J.
Fannon. assistant sales manager, visited the
Long Island
RKO sales
territory . . . Herman Silverman.
manager, was off with a cold the
early part of last week . Garris,
MGM print booker, will leave December 3
on a vacation in New Jersey . . . Zeffie
Stragalas, Republic typist-clerk, became engaged
. . Marvin Friedlander, U-I booker,
his draft physical Monday (19) . . .
passed
Marny Singer, daughter of Frances Singer,
secretary to Martin Moskowitz, 20th-Fox division
manager, became engaged.
John A. Cassidy, general press representative
for RKO Theatres, spent Thanksgiving
weekend upstate . Morals, publicist for
RKO Theatres, is expected to become a papa
. . . Vincent Liguori. press agent for RKO
Theatres, is due back from his Long Island
vacation Monday (26i . . . Tony Vigna is the
new office boy at U-I . . . Jean Curasi. RKO
secretary, and her fiance will marry next
June . . . Lee Koken. in charge of vending
for RKO Theatres, is currently vacationing
in Florida. He also planned to go to New
Orleans to study theatre concessions . . . Bill
Parle, former MGM office boy, visited the
exchange Tuesday (20) while on leave from
the air force.
Olga Burtyk of the MGM cashier's department
returned to work following a two-week
illness . birthday to Michael Bavalik,
RKO night shipper, and Eddie Ryan, RKO
film room foreman . Harte. New
Jersey booker for UA, is sporting a black eye
received when a taxi in which he w;vs riding
was hit by a car . LeTarte, UA
print booker, became engaged.
34 BOXOFFICE November 24, 1951

New York Paramount Has 25th Birthday
Starting Place of 'Name' Band-Film Shows and Famous Performers
NEW YORK—The Paramount Theatre,
shrine of teen-agers, starting place of "name"
band-film shows and,
in addition, the spot
where many famous
performers began or
Leonard Goldenson
boosted their careers,
reached its 25th birthday
Monday (19).
Most of its daily
patrons were not born
when the third of
Broadway's film palaces
made a ceremonious
bow to the entertainment
world and
started out to introduce
culture to tne expanding film industry in a big
way. Since then it has passed through all the
ups and downs that have marked the industry
and has emerged as one of the few institutions
of its size—4,000 seats—aiming its
appeal at a specialized audience of youths.
To the youngsters it's the youngest theatre
in town; to the oldsters who like to look
back, it is the monument that evolved from
Adolph Zukor's ambition to build a symbol
of Paramount's greatness only 20 years after
motion pictures had moved north from the
14th street nickelodeon and peepshow belt.
ZUKOR'S DREAM REALIZED
Zukor spans the whole period from the
earliest flickers in 1906 to the Paramount
opening in 1926 and the luncheon at Toots
Shors Wednesday (21). United Paramount
Theatres, which now operates the house, and
RKO, which happens to have a film, "Two
Tickets to Broadway," playing there, were joint
hosts and Robert M. Weitman was guest of
honor.
Weitman and the Paramount have become
almost synonymous in the 16 years since he
took over as managing director in 1935.
He has never worked more than a few
miles from the place. At the age of 22 he
graduated from the Paramount Managers
School and became assistant manager of the
old Rialto, a hop, skip and jump from the imposing
entrance to the Paramount, in 1926. In
the intervening years he had been manager
of the Brooklyn Paramount and city manager
for the old Publix group, but headquarters
have always been in the Paramount
Theatre or building.
YOUTH APPEAL NOT FORGOTTEN
Weitman, whether he knew it or not at the
time, went into exhibition in the closing years
of a trend, but did not allow the prevailing
pursuit of magnificence to weaken his conviction
that films had to appeal to youth
especially in the restless, crowded Times
Square area where competition is terrific and
grosse.> can go up and down like a fever chart.
S. L. Rothafel and Dr. Hugo Reisenfeld,
with symphony orchestras, had raised films
out of the tinny piano and sloppy music score
era at the Rivoli and Rialto before the Paramount
was built, and Rothafel had gone on
to the huge Capitol Theatre. Mark Strand
had built the Strand. The Palace era was
under way. That was before the Roxy and
Music Hall.
In the early days of these huge theatres it
became the fashion to try to fit the show to
Gloria DeHaven presents a 25th anniversary
scroll from the Broadway Ass'n
to Robert M. Weitman, managing director
of the Paramount Theatre, New York
City. She is appearing in the current
screen attraction at the theatre, "Two
Tickets to Broadway" (RKO).
the surroundings with plenty of "art." It was
a step in the long process of adding prestige
to films, but the draw had begun to weaken
two years after the Paramount opened. That
was when sound began to attract attention.
There was a call to return to "old-fashioned
showmanship" and a mass of conflicting
ideas about its component parts.
Harold Franklin, graduate of vaudeville and
stock company days, supervised the building
of the Paramount as head of Paramount's
theatre interests and dominated its first elaborate
programs with a big orchestra headed by
Nathaniel Finston, stage shows by John Murray
Anderson and other features.
The second phase of the Paramount showmanship
policy began when Sam Katz became
president of Publix Theatres in 1934. Katz
was a product of Chicago and the beginning
of the jazz era. He had been a piano player
in one of the early movie houses and had
thorough ideas of what pleased Chicago audiences,
which are about as cosmopolitan as
those of New York.
Katz had joined up with Barney Balaban
and his brothers who built a series of huge
theatres—Central Park, 1917, 2,000 seats:
Roosevelt, 1919, 2,600 seats; Tivoli. 1920, 4.000
seats; Oriental, 1920, 3,500 seats; Roosevelt,
1922, 1,700 seats; McVickers, 1925, 2,500 seats.
It took a lot of pictures and a lot of stage
shows to keep those houses going. One of the
prize attractions was Paul Ash, "the rajah of
jazz."
When Paramount took Balaban & Katz into
its expanding theatre empire it acquired some
down-to-earth entertainment ideas as well,
and the Paramount, New York, went from
symphonies to dance bands.
It was a jolt to the advocates of "culture,"
but it stimulated the boxoffice.
A year after Katz took over, Weitman came
into his own and started to find stage attractions
that would bolster weak films and less
expensive stage shows to fill in when the
films were strong—always with the emphasis
on youth.
Dozens of the present-day outstanding film
stars, singers, band leaders and radio celebrities
were hardly known when Weitman first
booked them. He always watched for the
"comers"; it helped keep the overhead down.
Paramount weekday matinee audiences are
noted for the heavy repre.sentation of "Ei.senhower
jacket" wearers.
Bing Crosby's first appearance at the Paramount
was with Paul Whiteman's "Rhythm
Boys." Six weeks later he went back as a
"single."
Frank Sinatra, who was singing in a New
Jersey night club, filled in in an emergency
for his first appearance. Vic Damone used
to be an usher and sang from the Paramount
stage as part of his start to fame. Cass
Daley, Ruth Etting, Helen Kane, Danny Kaye,
Betty Hutton, Andrews Sisters, Ethel Merman,
Ginger Rogers, Dinah Shore and Red Skelton
were among the early entertainers.
Among others have been Buddy Rogers,
Nancy Carroll, Eddie Cantor. Miriam Hopkins,
Amos and Andy, Kate Smith, Mae West, Fred
Astaire, Lenore Ulric, Gary Cooper, Mary
Pickford. Bob Hope, Rudy Vallee, Maurice
Chevalier. Gloria Swanson, Bea Lillie, Burns
and Allen, George Jessel, Milton Berle and
Fred Allen.
NAME VALUES RISE AND FALL
After booking all the bands and stars now
before the public one might be pardoned for
thinking that all Weitman would have to do
would be to look back over the grosses, but
managing the Paramount doesn't work out
that way. Name values are mercurial. To
make money on bookings the managing director
has to know what happened yesterday
and he has to be able to make some shrewd
guesses about what is going to happen tomorrow.
That's why Weitman would think it funny
if somebody should call him a "veteran." He's
still a youthful experimenter and the Paramount
is his laboratory, with Leonard H.
Goldenson, United Paramount Theatres president,
supervising everything.
Paramount Pictures and United Paramount
Theatres are now separate corporations, but
Adolph Zukor, creator of the Paramount idea,
is a frequent visitor and takes a friendly interest
in the goings on.
Honor Medal Men Attend
'Fixed Bayonets' Rally
NEW YORK—Four Congressional Medal of
Honor winners, all of whom earned the award
in the Korean fighting, took part in "Fixed
Bayonets" rally in Times Square November
19. The rally emphasized the urgent need for
additional blood donors.
The Honor Medal winners were introduced
by Jack Carter, TV comedy star, who acted
as master of ceremonies. Deputy Commissioner
of Commerce Walter Shirley represented
Mayor Impellitteri at the rally.
Tlie four men are; Capt. Raymond Harvey
of Pasadena, Calif., who w-as loaned to 20th
Century-Fox to act as technical adviser during
the filming of "Fixed Bayonets"; First
Lieut. Carl A. Dodd of Fort Benjamin Harrison,
Ind.; Second Lieut. Stanley T. Adams
of Denver, and Capt. Lewis Millett of Indiantown
Gap, Pa., the only one to win the award
for a fixed bayonet charge.
BOXOFFICE November 24, 1951 35

. . Rochester
BUFFALO
Wabash AvenucI, Chicago 5; III.
Duffalo Variety Tent 7 will elect new officers
December 3. The new time for the Opera production of "Pledermaus," for which
tions in Shea's Buffalo of the Metropolitan
preview dinners (4 p. m.) on Sundays has there will be a sellout . . . Abe Harris of MGM
struck a popular chord with members. Chief had his annual checkup in Rochester General
hospital and came through with flying
Barker Murray Whiteman urges parents to
bring along their children and forget about colors ... Ed Susse, MGM salesman in
babysitters. Buffalo, has recovered from a brief illness
Children under 12 are admitted
831 S.
.
for $1. Dinner is served at 6:30 by Clint, the
. . Pricella Warner has succeeded Eileen
club's famous chef and major domo . . . Chief Shea Metz as booker's stenographer and contract
clerk at UA. Eileen has resigned to get
Barker Whiteman is making up a table of 11
for the big Ad club Christmas party in the a nursery ready in her home.
Statler hotel December 1.
Richard T. Kemper, zone manager of Dipson
Theatres and Erlanger Theatre man-
Charles Barron, former MGM and UA exploiteer
in Pittsburgh, is back with UA, working
out of Buffalo . bingo oper-
days. The big Fall
ager, is all smiles these
ators have been warned by postoffice inspector
Guy luncheon show of
Charles A. Miller that they will be prose-
the Buffalo Bill tent,
cuted if they send material advertising their
Circus Saints and Sinners,
games through the mail. Miller said that
of which Dick is
within the last few weeks several instances
ringmaster, is a sellout.
The event, at
have been brought to his attention for investigation
of vaguely worded postcards bsing
which Senator Homer
sent to prospective customers, notifying
Capehart is to be Fall
them where games were to be held.
Guy, is scheduled for
November 24 in the
M. E. Pickrell, manager of the Eastern
main ballroom of the
Theatre Supply Co. here, reports business
Statler. Charles B.
buzzing at his establishment, which specializes
in RCA equipment of all kinds for eral manager of Paramount Theatres in Buf-
Richard T. Kemper Taylor, associate gen-
theatres, including drive-ins . . . Built by falo and Rochester, is chairman of the publicity
committee.
Bruce McLeod of Kitchener and Harold Pfaff
of Toronto, the new Reo Theatre has been
opened across the border in Hamilton. The Benjamin L. Kulick, president of Faysan
house has a capacity of 500 and is equipped Distributors, which has taken over the distribution
with de luxe Donlopillo seats.
of Columbia Records in western
New York, has been named vice-chairman
"Our moviemakers have made good thenmotto.
Movies Are Better Than Ever," said Faysan also distributes Admiral radio and
of the 1952 March of Dimes drive in Buffalo.
George L. David the other day in the
TV sets.
Rochester Democrat and Chronicle. "Never
before have so many more-or-less superior Manager John Shelvet of the Dipson Amherst
films come out of Hollywood," he continued.
Theatre presented the Stardusters as
"Seeing such a succession of them on our "an extra added attraction" on the stage
screens has been an astonishing and delightful
last Sunday. There were a number of other
experience to us movie followers. acts making up a swell 2-for-l show and
And already, very likely most of us have business was capacity ... A study of the
formed the habit of expecting no less in latest figures of Niagara Mohawk Power
cinematic quality from now on."
Corp. shows that there are 232.494 television
sets installed in the westei-n New York area,
It Is interesting to note that Francis Dunn,
representing an increase of 10,522 sets in the
now in charge of public relations for Bell
last month. This is real competition for exhibitors
in this neck of the woods.
Aircraft Corp. on Niagara Falls boulevard, at
one time was an usher in Shea's Buffalo.
That was way back in the days when Ted Elmer F. Lux, general manager of Darnell
Hershey was head of the service department Theatres and president-elect of the Buffalo
of the Shea flagship and Publix revues were city council, was chairman of the annual
the big attraction there.
Auto club election and program last Monday
night in Buffalo's big
James
Memorial auditorium.
Elmer is a director of the club . . .
Hughes and Mrs. Herbert Witherspoon
have been in Buffalo assisting Eddie
Meade
When "The Tanks Ai-e Coming" was opened
publicize the two evening pre.sentaat
the Paramount last week, Charlie Taylor
arranged to have a couple of national guard
tanks in front of the house and a recruiting
booth. The tanks attracted no end of
attention. Large posters were used on the
BOOK IT NOW!!! tanks, which were driven to the theatre from
the Masten armory each day.
WAHOO is ihe world's most thrilling
screen game. Now being used
successfully by hundreds oF indoor New Theatre Program Out
and outdoor theatres all over America. NEW YORK—A new magazine-type free
Send for complete details. Be sure program service for film theatres has been
and give seating or
started
car capacity.
and is now in use in the Trans-Lux
houses. It is called the Marquee. The book-
Hollywood Amusement Co.
Irt contains sophisticated articles of the New
Yorker and Park East type and industry chitchat.
It is published by Tesbee, Inc., headed
by Charles Barron.
Variety Celebrates
Elmer Lux's Victory
BUFFALO—Elmer F. Lux will be the
guest of honor at a big "victory" luncheon to
be given him by Variety Tent 7, of which
he is a past chief barker. Monday i26) In
the Delaware avenue headquarters of the
club. Murray Whiteman, chief barker, will
act as emcee. Co-chairmen of the committee
planning the affair are Jack Chinell, manager
of the RKO exchange, and William P.
Rosenow of the Kenmore and Commodore
theatres.
Lux was elected president of the city
council at the recent election and that's the
reason for the celebration. He had been a
city councilman at large for the last four
years. He is general manager of Darnell Theatres,
a former manager of the Buffalo RKO
exchange and a canvasman of International
Variety.
James Fater, manager for Columbia, also
were named a co-chairman and the following
have been appointed members of the committee
I
by Chief Barker Whiteman:
Marvin Atlas, Arthur Bailey, Constantine
Basil. Harry Berkson, William Dipson, Myron
Gross, Robert Hayman, Marvin Jacobs,
Charles B. Kosco, George H. Mackenna, Vincent
R. McFaul, Dewey Michaels, Dave Miller,
Jack Mundstuk. Albert Ryde. Matt Sullivan,
Charles B. Taylor, Richard Walsh and Max
Yellen.
$460 Stolen From Safe
In Buffalo Teck Theatre
BUFFALO—The disappearance of
approximately
$460 from a safe in Shea's Teck Theatre
office was reported to the police by
Leonard A. Jozwiak, manager, the other day.
Jozwiak said he was out of the office for a
few minutes and the money was gone upon
his
return.
A man, about 29 years old, is being sought
for questioning. Jozwiak said he had hired
the man as assistant manager only a day
before the robbery.
Jozwiak told police he gave the man the
combination to the strongbox and left him
looking over an instruction manual when he
stepped out of the Teck office.
The new employe was seen leaving the
theatre shortly afterward. He had left his
hat in the office, but said nothing to anyone
about whether he planned to return, Jozwiak
said.
Variety Club at Albany
Elects New Crew List
ALBANY—Variety Club members at a
meeting Monday night elected the following
to the new crew: Charles L. Dortic, Columbia
manager; Harold Gabrilove. RTA Distributors:
Max Friedman. Warner Theatres buyerbooker;
George Schenck. Ti-i-State Automatic
Candy Corp.; Nate Dickman, Monogram
manager: Arthur Newman. Republic manager;
Jack Olshansky. former part-owner of the
Colonial Theatre; Dr. Samuel Kalison; Al
Kellert, WOKO commercial manager; Nate
Winig and Sidney Urbach. Dickman and
Schenck were elected delegates to the Variety
convention in Las Vegas, N. M., in May,
with Olshansky and Dr. Irving Kaskel as
alternates.
The crew will elect new officers December 1.
i
§\
^1
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36
BOXOFTICE :: November 24, 1951
i

. . The
. . The
. . Lippert
. . Sara
. .
ALBANY
i /^harles Rossi, who operates the Paramount
^i, at Schroon lake during the summer, is
''iHi wintering in Albany. His brother John, op-
'
»ls crator of the Strand in the Adirondack
%. mountain resort, is running Friday through
Monday, with two changes. Next month he
te, ij will cut playing time to Saturday and Sunday.
Charles said he had show business
weather in the Adirondacks last summer,
but that business was not too good." The
people were not there in large numbers
when we had the top pictures, or vice versa,"
he said.
James A. Bracken, contact manager from
New Haven, drove here to confer with Charles
A. Smakwitz, upstate chief for Warner Theatres.
Bracken, who supervises the accounting
and business end of 50-odd houses in New
England and New York, returned to New
Haven the same night.
The Hudson Valley Broadcasting: Co., operator
of station WROW, amiounced it had
signed a $315,474 contract with the General
Electric Co. covering complete equipment for
a television station which the former hopes
to operate. The contract becomes effective
only on receipt of a permit from the Federal
Communications Commission, which has
the Hudson Valley's and several others pending—including
the Schine-controlled Patroon
Broadcasting Co., operating WPTR . . . Ai-my
patronage from nearby Camp Pine is one
of the reasons Schine's Avon, Watertown,
will play vaudeville for three ' days weekly
during the next several months. In Glens
Falls, Amsterdam and Gloversville, vaudeville
will be presented by Schine circuit two days,
Friday and Saturday, once in six weeks. All
book pictures with the stage shows.
the 20th-Fox picture recently screened at
the Ritz, Albany, under the title of "Journey
Into Light," was presented in the State
Schenectady, as "Skid Row." The first title
was an alternative in Schenectady, where
"Kind Lady" shared billing honors.
Leo Greenfield, Universal manager, was introduced
to Schine circuit officials during
a visit to Gloversville with Peter Brosian,
U-I district manager. Greenfield recently
was promoted from salesman in New York
City to branch manager here.
Chris Pope, Schine circuit feature booker
for the Albany district, spent four days
on Filmrow arranging bills for the next
month. He said there had recently been an
improvement in business—not big but encom--
aging. Pope was to see the Syracuse-Colgate
football game in Syracuse Saturday with his
brother, coach of the Lima, Ohio High school
eleven. The Lima team won eight of nine
contests this season and placed two players
on the state allstar squad. Gus Lampe, general
manager of the Schine circuit, also
planned to view the Syracuse-Colgate clash.
Lampe spent 12 years as a manager in Syracuse
and grew to be an enthusiastic supporter
of the Orange gridiron representation.
. . . "An
in several
The Colonial played "Angelo"
American in Paris," which opened November
21 at Fabian's Palace, drew excellent business
The local
Schine situations . . .
Paramount exchange drew encouragement
from reports of fine patronage for "Detective
Story" at the Avon, Watertown, and
Ed Linder Is Manager
Of New KB Ontario
WASHINGTON—Ed Linder has been appointed
manager of the Kogod-Burka circuit's
new Ontario
Theatre, which opened
November 1 as a de
luxe first run.
Linder previously
h^ «?B~'«fl^*

Film Dividends Lag
Behind Last Year
WASHINGTON—Film company dividend
payments were lagging behind last year by
more than $4,500,000 at the end of September,
the Department of Commerce announced
Monday (19 >, but pointed out that many companies
often report late, so that no firm conclusions
can be drawn at this time.
For the first nine months of 1951. motion
picture companies have thus far reported dividend
payments totaling $23,354,000, as against
$27,911,000 for the same period in 1950. An
example of tardiness in reporting. Commerce
officials noted, is the Stanley Co., which has
made no report this year, but in 1950 had
paid out $904,000 in four dividends issues by
the end of September.
September dividends reported to the Commerce
department totaled $4,545,000, compared
with $6,923,000 in September 1950.
A breakdown of the September figures
showed these differences from the final reports
for September 1950:
Warner Bros, made no payment, as against
$1,824,000 a year ago. However, the September
1950 dividend was unusual, department
officials explained, because the regular Warner
dividend generally comes in October, and
it may be assumed that an October payment
will be reported.
Paramount Pictures paid out $1,151,000, as
against $1,324,000 in September 1950. Twentieth
Century-Fox dropped from a dividend
of $1,521,000 in September 1950 to $1,384,000
this September. Loew's paid a dividend of
$1,929,000, the same as in September a year
ago.
United Artists paid out only $11,000, as
against $12,000 last September, but has already
reported a $300,000 dividend in October,
which corresponds to that made in August
1950, the Commerce department report said.
Eastman Sales Increase
But Net Profit Drops
NEW YORK—Sales of the Eastman Kodak
Co. went up during the first nine months of
the year to $384,243,040, compared with $295,-
364,390 for the same period the previous year,
but the net profit fell off to $32,350,194
($2.13 per share), compared with $43,134,237
($3.13 per share i the previous nine months.
The .shift was due to higher expenses and increased
taxes.
For the quarter ending September 9 the
net income was $9,239,116 (61 cents per share).
The board voted a dividend of 60 cents a
share on the common, plus a stock dividend
of one common share for every ten held. The
cash payment will be made January 2 to
.stockholders of record December 5, making
the total dividend for 1951 $1.80. The stock
distribution will be made January 26.
Savini Awarded $11,000
NEW YORK—Robert M. Savini and Charles
Y. Uille have been awarded an $11,000 default
judgment in New York supreme court against
Koland E. Geiger and Richard B. Morros,
doing business as World Enterprises. The defendants,
it was charged, failed to complete
a six-picture film production contract. The
Judgment has been filed in the county clerk's
office.
New Dublin Variety Tent
Officers Are Inducted
NEW YORK—The first officers and crew
of the new Dublin Tent No. 41, Variety Clubs
International, who will serve during 1952,
were inducted Friday (23) by Marc J. Wolf,
international chief barker, who flew with Mrs.
Wolf to Ireland for the ceremony. A large
delegation from the London tent attended.
Headquarters are in the Shelbourne hotel,
Dublin. The officers are: Louis Elliman,
Theatre Royal, Dublin, chief barker; Norman
Barfield, Paramount, first assistant chief
barker; Brinsley Sheridan, Adelphia Cinema,
Dunlaoghaire, second assistant chief barker;
Robert Britten, 20th Century-Fox, dough guy,
and T. O'Keeffe, Carlton Cinema, property
master.
Before returning to their Indianapolis
home, Marc and Mrs. Wolf will tour France,
Italy, Switzerland and as many other countries
as time will permit.
Robert O'Brian Promoted
To UA-TV Western Head
NEW YORK—Robert "Pat" O'Brian, a veteran
of six years in TV, who was formerly in
charge of the southern territory for the television
department of United Artists, has been
promoted to western representative by John
Mitchell, director of UA-TV. O'Brian will
make his headquarters in Chicago with full
command over the entire western operations.
O'Brian, who is 32, entered television in
1945 as supervisor of sales promotion and publicity
for WRGB, the General Electric TV
station in Schenectady, and was vice-president
of Atlas Television, independent production
company in New York, before joining
United Artists. He was radio director of Seidel
Advertising in New York before joining TV.
O'Brian was also a writer, producer and actor
in radio before enlisting in the U.S. army
air corps before Pearl Harbor.
MPEA Planning to Combat
Belgian Restrictions
NEW YORK—Proposals will be made shortly
to Belgium by the Motion Picture Export
Ass'n as a countermove to plans there to
impose limitations on remittances and import
licenses. There are no such restrictions at the
moment. MPEA met Monday (19) on the
subject and will discuss it at least once more
before arriving at conclusions.
The meeting also went into detail regarding
various operational problems in about a
dozen other foreign markets. The Spanish
situation, which has brought about an exchange
of views between John G. McCarthy
for MPEA and Ellis Arnall for the Society
of Independent Motion Picture Producers, was
discussed briefly.
Hal Roach TV Production
Set With Official Films
NEW YORK—Hal Roach has arranged a
television production deal with Official Films.
The new association will result in an extensive
lineup of pictures to be made on the Hal
Roach lot in Hollywood with the national sales
to be handled by the William Morris Agency.
Sign the 1951 'Christmas Solute'— Variety Clubs-
Will Rogers Memorial hospital—ond "help core tor
our own."
An Open Letter Sent
To David J. Greene
NEW YORK—RKO Theatres management
fired a second broadside late in the week at
the stockholders committee seeking proxies
i
for the December 6 meeting of the board of
directors. This was in the form of an open
letter to David J. Greene, who heads the
committee, asking replies to a series of ques-
tions.
Greene was asked if he and his "small
group of associates" are not seeking control
of the company, if he did not offer Schwartz
stock options as a reward for cooperation and
if the stock option "bugaboo" is not raised
now because Schwartz "turned down" his
offer. He was also asked why stockholders
haven't been told that the Greene group lost
district court moves to have "certain directors"
removed and to restrict the right of
Irving Trust Co. to vote the Howard Hughes
stock trusteed with it. It quoted the court
as saying: "None of the judges here can see
any justification for granting this relief on
either motion."
The circuit charged errors in reports
of earnings and unfair comparison of operations
with larger circuits, and asked what evidence
has been given stockholders that the
members of the committee can improve earnings.
It pointed out plans to combat television
competition.
The circular was headed: "Why Are You
Afraid to Tell the True Story?"
Thomas Turner Cook Sues
'U' for Antitrust Fee
NEW YORK—Thomas Turner Cooke, who
was one of the attorneys for Universal Pictures
Co., Inc., in the government's antitrust
suit against the major companies between
June 1946 and February 1951, has filed
suit in U.S. district court for $135,000. He
claims this amount is due him under the
terms of a fee agreement.
Cooke says he has been paid $15,000. He is
the lawyer who upset the NRA in the famous
Schechter poultry case by carrying it to the
U.S. Supreme Court.
RKO Names Max Mendel
Film Head in Germany
NEW YORK—Max Mendel has been named
RKO general manager in Germany by Phil
Reisman, vice-president in charge of foreign
distribution. He had been Universal-International
general manager in Germany and
previously was associated in various capacities
abroad with Paramount and MGM. He joined
the film industry in Germany in 1927 as a
salesman for
Parufamet, the combination of
Paramount. UFA and MGM.
CBS-Columbia Buys Plant
NEW YORK—CBS-Columbia, Inc., has
started a $5,000,000 expansion plan with the
purchase of a new plant in Long Island City.
Queens, from the Mack Ti'uck Co. David H.
Cogan, president, said the plant covers 275.000
square feet, which, together with facilities of
the company in Brooklyn, brings the total
manufacturing space to over 500,000 square
feet. The firm manufactures electronics
equipment for civilian and military use.
38 BOXOFFICE November 24, 1951
^0
i
j
i

NEWS AND VIEWS OF THE PRODUCTION CENTER
(Hollywood Office— Suite 219 at 6404 Hollywood Blvd.: Ivan Spear, Western M anager)
iPte
Fancy 'Quo Vadis' Bow
At Four Star Z9th
HOLLYWOOD — Premiere trappings as
opulent as the picture itself are being assembled
for the upcoming invitational debut
of MGM's "Quo Vadis" at the Four Star Theatre
here Thursday (29). An all-out. klieglighted.
red-carpeted event, it will be attended
by a star-studded turnout, including
cast toppers Robert Taylor and Deborah
Kerr. Producer Sam Zimbalist and Director
Mervyn LeRoy, as well as top brass representatives
from other studios and an array
of acting personalities.
The front of the Pour Star is being embellished
with an early Roman appearance
and a new boxoffice is being erected. "Quo
Vadis" will be on a reserved-seat basis
throughout its engagement at the showcase,
while its day-date partner, the United Artists.
will screen the picture as a continuous run.
* * *
"Decision Before Dawn," which 20th Century-Fox
filmed entirely in Germany, will be
world-premiered December 19 at Grauman's
Chinese Theatre. Directed by Anatole Litvak,
and produced by Litvak and Frank McCarthy,
the film stars Richard Basehart and Gary
Merrill.
* * •
Tony Martin, who stars with Janet Leigh
in RKO's "Two Tickets to Broadway," was
on hand for appearances when the Technicolor
musical opened in New York Wednesday
(21) at the Paramount Theatre.
* * *
Preceding its Thanksgiving day opening at
the Downtown Paramount and the Hawaii
in Hollywood, Paramount's "When Worlds
Collide," science-fiction subject produced by
George Pal, was screened for 1,000 clergymen
Tuesday (20) at the Hawaii.
* * *
Already set for its world premiere Tuesday
(27) in the home of a Bellaire, Ohio, housewife,
"My Favorite Spy," the new Paramount
comedy starring Bob Hope, will be given a
second premiere the following night at the
U.S. army hospital in Camp Atterbury. Both
screenings were set as the result of a letterwriting
contest on "Why the premiere of 'My
Favorite Spy' should be held in my home
town."
Hope, Marilyn Maxwell, Rhonda Fleming,
Jan Sterling, Gloria Grahame, Jerry Colonna,
Earl Wilson and Hy Averback will attend
both showings.
HOLLYWOOD—Now in his 16th year as an
executive and vice-president of Columbia, B.
B. Kahane has been given a new long-term
contract with the company.
Film Publicists Given
Substantial Pay Hike
HOLLYWOOD — Another segment of
industry
personnel was on the receiving end of
salary boosts when the Publicists Guild and
major studios reached agreement on a 10
per cent pay tilt for drumbeaters in the
senior classification, a 24-cent-an-hour increase
for other categories and a working arrangement
for cost-of-living increases. Senior
blurbers thus are upped from 173.55 to $190.90
weekly, with the new contract running to
Oct. 25. 1953, subject to approval by the
federal wage stabilization board.
* * *
Set designers, sketch artists and model
makers on the major lots in an NLRB-conducted
election designated the lATSE as
their bargaining agent. No other union was
on the ballot, the choice lying between the
lA and "no union."
Nearly 100 Enlisted
For Overseas Trips
HOLLYWOOD—It will be an overseas
Christmas and New Year's for nearly 100
Hollywood personaUties, of whom approximately
half have been recruited by the
Hollywood Coordinating committee to entertain
troops in four global areas during the
yule season.
Plans call for four USO-Camp Shows units
to be dispatched December 21 to cover the
European and North African sectors, the
Caribbean, Alaska and the Pacific, including
Japan and Korea. So far set are:
JuUa Adams
Janet Leigh
Richard Allan
Arthur Loew jr.
Roscoe Ates
John Lund
Ward Bond
Connie Ross
Kay Brown
Joyce McKenzie
Raymond Burr
Ray Milland
Betty Butler
Bodil Miller
Carleton Carpenter Richard Morns
Diane Cassidy
Jane Nigh
Carolina Cotton
Debbie Reynolds
Tony Curtis
Barbara Ruick
Yvonne DeCarlo
Helene Stanley
George Dolenz
Jan Sterling
Paul Douglas
Audrey Totter
Yvette Dugay
Bobby Tucker
Maynard Ferguson Forrest Tucker
Lisa Ferraday
Beverly Tyler
Johnny Grant
Pat Williams
Marilyn Johnson
Joy Windsor
Howard Keel
Keenan Wynn
Piper Laurie
Meantime Danny Kaye and Monica Lewis,
who have been entertaining United Nations
troops in Korea, were due to return Wednesday
(21) after a tour of several weeks.
Hollywood MPIC Confers
HOLLYWOOD—A discussion of the recent
Movietime, U.S.A. campaign highlighted the
monthly meeting Tuesday (20) of members
of the Motion Picture Industry Council.
Disney Studio Making
TV Chrislmas Film
HOLLYWOOD—Similar in approach to the
TV package which he put together in 1950
for Christmas day telecasting, Walt Disney is
preparing a 60-minute show combining cartoon
characters and live action for video
consumption on Christmas day this year. The
Young & Rubicam agency is coordinating the
program as liaison between Disney and the
sponsor, Johnson & Johnson.
« « *
Earl McEvoy, former Columbia megaphonist,
was inked to direct the first three in a
series of Raffles 30-minute mystery dramas
to be produced by Monogram's new subsidiary.
Interstate Television Corp. The pictures will
star George Brent and Nigel Bruce.
* « *
Add to the list of new entrants in the TV
film field:
Anthony Veiller, writer-producer who recently
formed a theatrical production unit in
partnership with Donald Hyde, acquired "Sister
Anastasia," by Vivian Cosby, and is planning
a series of 39 video pictures around the
character.
William and Edward Nassour, active in the
independent production field, purchase(i rights
to "Sheena," jungle-woman comic-book character,
whom they will utilize in a batch of 13
30-minute films for TV consumption.
Actress Laraine Day and her baseball-manager
husband, Leo Durocher, are starring in
a series of 15-minute subjects, "The Hot
Stove League," written by Robert Todd and
being produced by Marty Martyn and Ted
Kneeland. They're being shot at General
Service studios.
» * »
With 16 already in the bag, Rene Williams
will launch production Tuesday (27) on ten
more 15-minute TV films at the Goldwyn
studio to complete his Invitation Playhouse
series, being made for distribution by Syndicated
Television Corp. William Asher directs.
Entertain at Ft. Ord
HOLLYWOOD — Keenan Wynn and
his
acting troupe spent Thanksgiving day entertaining
hospitalized Korean veterans at the
Travis air force base and troops at Ft. Ord.
Wynn was accompanied on the trek by Betty
Butler. Wendell Corey, Jane Greer, Judy
Kelly. Arthur Loew jr., Barbara Ruick and
Benay Venuta.
Are you doing all you can to "help core for our
own" by getting oil your employes to sign the 1951
'Christmos Salute'?
BOXOFFICE November 24, 1951 39

'
' Francis
, '
' was
STUDIO PERSONNEUTIES
Barnstormers
Universal-International
Moppet GIGI PERREAU look oil on a ten-city tour
to plug her two newest pictures, "Weelcend With
Father" and "The Lady Pays Off " The itinerary
includes New York, Boston, Philadelphia, Baltimore,
Washington, Pittsburgh, Cincinnati, Cleveland, Detroit
and Chicago.
Briefies
Metro
With "The Man Around the House," featuring
Dave O'Brien, now in work, Pete Smith has scheduled
an early camera start on another two-reeler,
"Apartment House Blues," ior which he has signed
Claire Mortensen, women's hght-heavyweight wrestling
champion.
Universal-Intemational
Will Cowan is producing and directing a musical
featurette starring Blue Barron and his orchestra.
Warners
Production was launched on "The Desert Killer,"
a two-reeler in Technicolor, with Larry Lansburgh
directing for Producer Gordon HolUngshead.
Cleffers
Monogram
RAOUL KRAUSHAAR is scoring "Waco" and "The
Man From Black Hills "
RKO Radio
ROY WEBB is writing the background music for
"Clash by Night"
20th Century-Fox
Tunesmiths RAY EVANS and JAY LIVINGSTON
were inked to write the songs for "Charmaine."
Meggers
Monogram
FORD BEEBE, who wrote the screenplay, will
also direct "Al'-icon Treasure," latest in the Bomba
series, which Walter Mirisch is producing.
Universal-International
JEAN YARBROUGH replaces Charles Lamont as
director of the new Bud Abbott-Lou Costello comedy,
"The Sourdoughs," which Howard Christie will produce.
Options
Columbia
HARRY LAUTER drew the heavy lead in "Apache
Country," the Gene Autry starring sagebrusher,
being directed by George Archainbaud for Producer
Armand Schoefer. FRANCIS X BUSHMAN and
CAROLINA COTTON were cast in the lilm.
Independent
Pegasus Productions inked WILLIAM BISHOP and
SHELDON LEONARD for
"Decision," prizefight drama
to be produced and directed by Edmond Angeto
and starring Anne Gwynne and William Bishop.
Metro
Character spots in "The Girl in White" were
filled by lONATHAN COTT and DAVID FRESCO.
GAR MOORE was added to the cast. Armand
Deutsch produces and John Sturges directs with
June Allyson cs the tille-roler.
Monogram
Femme lead in "The Man From Black Hills,"
starring Johnny Mack Brown and Jimmy Ellison, is
FLORENCE LAKE. Thomas Carr is directing the
western lor Producer Vincent Fennelly.
Paramount
JAMES MASON was tagged to star with Alan
Ladd- in "Botany Bay," which will roll next month
as a Joseph Sistrom production, with John Farrow
at the megaphone.
Teenager LEON TYLER joined the cast of
"Famous," the Bing Crosby-Jane Wyman-Ethel Barrymore
vehicle, which is being produced by Pat
Duggan and megqed by Elliott Nugent.
RKO Radio
Cast in the Wald-Krasna production, "Clash by
Night," was BERT STEVENS. Fritz Lang directs with
Barbara Stanwyck, Paul Douglas and Robert Ryan
tc;»lined. Cast additions include WILLIAM BAILEY
ani JULIUS TANNEN.
Republic
EILEEN CHRISTY and MURIEL LAWRENCE join
Bill Shirley m the toplme cast of Producer-Director
Allan Dwan's "Song of Youth."
CLARIE CARLETON joined William Ching and
Muriel Lawrence in the topline cast of "Bal Tabarin."
The musical is being megged by Phil Ford and
produced by Herman Millakowsky.
20th Century-Fox
Set ior "Cry ol the Swamp," starring Jean Peters
and Walter Brennan, was character actor HARRY
SHANNON, lean Negulesco megs the Robert L.
Jacks production.
Broadway actor LARRY DOBKIN was inked for
"Diplomatic Courier," the Casey Robinson production
which stars Tyrone Power and Patricia Neal
und-er the direction of Henry Hathaway.
United Artists
Producers Anthony Veiller and Donald Hyde set
PETER GRAVES for the male lead opposite Andrea
King in "Red Planet," which Harry Horner is directing.
As part of the deal, Veiller and Hyde took
an option to purchase Graves' contract from Ventura
Pictures, headed by Frank Melford and John
Rawlins.
Univ ersal-International
Danish actress BODIL MILLER joins Yvonne
DeCarlo and- Rock Hudson in the cast of Producer
Leonard Goldstein's Technicolor western, "Scarlet
Angel/' which is being megged by Sidney Salkow.
Cast as the heavy in the Leonard Goldstein production,
"Claim Jumpers." was GERALD MOHR.
Starring Audie Murphy and Faith Domergue, the
Technicolor western is being megged by Don Siegel.
Also enacting a heavy is EUGENE IGLESIAS.
TOM EWELL joins Abbott and Costello in the
cast of Producer Howard Christie's "The Sourdoughs,"
which will be megged by Charles Lamont;
Cast as a cad-et in the Donald O'Connor starrer,
Goes to West Point
WILLIAM
REYNOLDS. Arthur Lubin is directing for Producer
Leonard Goldstein,
RICHARD DENNING and AMANDA BLAKE were
ticketed for "Scarlet Angel."
KATHARINE EMERY was inked for a character part
in "Untamed," the Joseph Cotten-Shelley Winters-
Scott Brady starrer. Hugo Fregonese directs the
Leonard Goldstein production. Silent screen star
ANTONIO MORENO was signed for the him.
Scripters
Columbia
DUDLEY NICHOLS is adapting "Homeward Borne,"
from the novel by Ruth Chatterton, for production
by Jerry Bresler.
"From Here to Eternity," which Buddy Adler will
produce from the novel by James Jones, is being
screen-treated by DANIEL TARADASH.
Metro
HERBERT BAKER is collaborating with Herman
Mankiewicz on the script of "Captain Applejack," to
be produced as a Red Skelton starrer by Edwin H.
Knopf.
RKO Radio
Producer Sol Lesser inked ROBERT ELLIS to de-
AT SALT LAKE PREVIEW—Cecil B.
DeMille chats with Utah showmen during
a preview of "The Greatest Show on
Earth" at the Centre Theatre in Salt
Lake City. From left are Ray M. Hendry.
DeMille. Sidney L. Cohen and Sam L.
Gillette, the latter instrumental in having
DeMille's picture brought to Salt
Lake. Hendry and Cohen are associate
general managers of Intermouniain Theatres.
velop his original, "Cgve Girl," which will
filmed in Technicolor with Cyril Enciiield direc j,
Republic
JOHN MEREDYTH LUCAS will screenplay '
V/oman They Almost Lynched," from the stor>
Michael Fessier, which Allan Dwan will proc
and direct.
Story Buys
Columbia
Purchased was "The
William Sidney, v/hich
Ardrey.
Independent
Good Tidings," a novel
v.'iil be scripted by Ro
Aspen Productions, headed by Directors h*
Robson and Robert Wise, purchased- "Blessed Eve
an original comedy by Sumner Arthur Long.
Republic
Gwen Bristow's historical novel, "Jubilee Trc
was acquired for future production.
Technically
Columbia
WALTER HOLSCHER was assigned as art dii
tor on the untitled Rita Hayworth starring veh;
which is now in preparation. SAM NELSON ^
set as assistant director on the upcoming film.
Metro
Wardrobe designing assignments include G
STEELE to "Young Bess" and Walter Plunkett
"Plymouth Adenture."
Paramount
V/ILLIAM MATHEWS, UCLA professor, and Ffl
ELLIS, maritime captain, were set as techni
advisers on "Botany Bay."
Universal-International
Lensing assignments include RUSSELL METTY
"Scarlet Angel," CARL GUTHRIE to "Francis Gc'
to West Point," IRVING GLASSBERG to "Ola
Jumpers," CHARLES BOYLE to "Untamed" a
GEORGE ROBINSON to "The Sourdoughs."
Warners
DOUGLAS BACON is the art director on "C ]
of the Angels."
Title Changes
20th Century-Fox
"East Is East" (Bernhard-Bond Productions)
JAPANESE WAR BRIDE.
"Swamp Girl" to CRY OF THE SWAMP.
Academy to Close Rolls
As Usual December 1
HOLLYWOOD—Following its usual cu
torn, the Academy of Motion Picture Aj'ts an^
Sciences will close its membership rolls December
1, and no applications will be ac
cepted until after the upcoming 24th annua'
awards ceremonies, to be held next March.
Meantime, the Oscar event gathered mo'
mentum with the appointment of a scientifi
or technical awards committee, with John F
Livadary as chairman. Included are Prestor
Ames and Benjamin Haynes, art direction
John W. Boyle and Sol Halprin, cinematography:
Linwood Dunn and R. H. Duval'
cinetechnical division: Ray Bunnell and Glenr
Farr, electrical: Dick Cahoon and G. Carleton
Hunt, film editors: Ferdinand Eich anc
Sidney P. Solovv. laboratory: Jolin Aalberg
and Gordon Sawyer, sound: Farciot Edouarl
and Stanley Horsley, special effects: Johr
Roche and Byron 'Vreeland, stage operations
and Daniel Bloomberg. Charles Daily, William
Mueller and James Pratt, members at
large.
PCC at 70% of Quota
HOLLYWOOD — Only three weeks after
the campaign was launched, the Permanent
Charities committee has secured 15.590
pledges for a total of $951,146.89. representing
more than 70 per cent of its 1952 goal of
$1,350,000. Such was reported by Dore Schary,
Metro vice-president and chairman of the
PCC's fund-raising drive.
40 BOXOFFICE November 24, 1951 11

New Mary Pickford Suit
In Goldwyn Studio Case
HOLLYWOOD—Another chapter in the
lengthy legal battle between Mary Pickford
and Samuel Goldwyn concerning control and
occupancy of the studios in which the Goldwyn
production unit now headquarters was
written when Miss Pickford filed a $115,000
damage action against the producer in superior
court. She charges Goldwyn with violating
a leasing agreement by allegedly failing
to make repairs to the property.
Miss Pickford owns slightly more than 50
per cent of the real property involved. Goldwyn
and his studio subsidiary, the Formosa
Corp.. own the balance.
Still pending on appeal is a suit filed by
Goldwyn against Miss Pickford demandmg
that the property be sold and its assets distributed.
West: Don Hartman. Paramount supervisor
of production, returned to the studio
after a ten-day trip to New York for home
office conferences. Meantime William Perlberg
planed to San Francisco for huddles
with Paramount personnel there anent sales
and exploitation plans for an upcoming picture
which he produced.
* * *
West: David A. Lipton, U-I vice-president
in charge of advertising and publicity,
checked back at his studio desk after eastern
parleys.
East: Concluding a four-day policy-making
session at the studio, Pi-esident Ned E. Depinet
and three members of the RKO board
of directors planed back to their New York
headquarters. Departing were Ti-easurer William
F. Clark, Controller Garrett Van Wagner
and Francis O'Hara, in addition to
Depinet.
* * *
East: Frank Melford, who recently produced
"Fort Defiance" for United Artists release,
planed for Manhattan for conferences
with UA executives concerning distribution
plans.
* 1: *
West: Sam Zimbalist, Metro producer, returned
to the Culver City film plant after
attending the New York world premiere of
"Quo Vadis." Also checking in were Robert
Vogel, studio executive, after a week of
eastern huddles with officials of Loew's International,
and Jean Martin of Loew's International
office in Paris. Martin will spend
a month here.
* + *
West: Gunther Lessing, vice-president of
Disney Productions and board chairman of
the Society of Independent Motion Picture
Producers, returned from a month's trip
to Manhattan, during which he transacted
Disney and SIMPP business.
* * *
West: Douglas Fairbanks jr., head of the
Dougfair Corp. and Sol Lesser's partner In
Odyssey Productions, planed in from New
York, where he huddled with United Artists
heads on release plans for a Bette Davis
starring film which Fairbanks produced.
^r^ AGEBRUSH, always a staple on the
^^ agenda of filmmaking, figured more
prominently than normally in the
week's news and blurb.
From George Pal, Paramount producer of
Buck Rogerish thrillers, an opinion—which
Teet Carle's pedantic praisers parlayed into
a full-dress interview—that "science fiction
films may replace westerns ... as bread and
butter product ."
. .
Maybe. But until Roy Rogers learns to ride
Pegasus instead of Trigger, the average showman
will still book hoss operas for the Saturday
matinee trade.
* * «
Then a yarn about Metro's current "Callaway
Went Thataway," the satirical western
about a has-been movie cowboy star who
becomes famous all over again when his old
sagebrushers hit the TV circuit. The characterization
of the boots-and-saddles hero as
etched in the comedy is far from a flattering
one, which led Bob Stabler, manager of the
redoubtable Bill (Hopalong Cassidy) Boyd, to
view the picture at a special screening set up
for him by Leo.
Stabler, it is said, expressed satisfaction
with the "Callaway" story line and opined it
does not reflect unfavorably upon his silverthatched
client. However, to avoid any possible
misconception, Metro has decided to
add, at the picture's finish, a notation that
it was made "in the spirit of fun" and was not
intended to "detract from the wholesome influence
... of western idols of our American
youth, or to be a portrayal of any of them."
If it is to be assumed that the "Callaway"
characterization might have found genesis in
Boyd's career, which assumption is subject
to argument per se, there could easily be
basis for a beef. But anyone who rode thataway
with as much loot in his saddleba.gs as
Hoppy garnered through his phenomenal
comeback shouldn't mind too much.
* * *
And from Jovial Johnny Flinn, Monogram's
maundering magnifier, press-stopping intelligence
that Wild Bill Elliott's partner in the
Possum Kingdom rodeo arena in Graham,
Tex.—one Charles E. Hipp, president of an
oil-drilling outfit in the Lone Star state
checked in for huddles with the cowboy star
anent an upcoming quarter-horse racing meet.
Wild Bill probably greets his partner with
a hearty, '"Hipp, Hipp Hooray!"
* * *
From Columbia's campanologists come news
that Gene Autry's leading lady in "Apache
Country" will be Lady Hardwicke, wife of
Sir Cedric. Possible dialog;
Gene: Which way did they go, ma'am?
Lady Hardwicke: The bounders about whom
you make inquiry, my good man, departed
hastily astride their mounts in a southerly
direction. Possibly you can apprehend them
in the lane. Pip-pip, old boy.
* * *
And lo! the poor cowpoke. What's happening
to him under the shifting productional
plans of Wald and Krasna shouldn't happen
to the orneriest varmint that ever rustled a
dogie. With the usual loud beating of RKO
Radio's tom-toms, originally It was announced
that the W-K outfit would make a western,
y-clept "Cowpoke." It was to be, according to
initial space-snatching activities, an unglamorous
western, which would undertake to debunk
the cinematic legend that the life of a
hand is romantic and adventurous. The job
of cowboying was to be projected in its true
state, that of a sweaty, grimy, backbreaking,
endless chore.
Next revelations anent the film posed the
opus as dealing with the hectic careers of professional
rodeo performers.
Now, an ambiguous announcement from
Perry Lieber's praisery informs that the title
has been changed to "This Man Is Mine"
and that Susan Hayward has been borrowed
from 20th Century-Fox to appear opposite
Battling Bob Mitchum, who from scratch has
been cast as the cowpoke.
But the last straw—the one to break the
maverick's back— is Praise Pundit Perry's most
recent description of the feature: "A modern
drama of a girl's fight for emotional security,
"This Man Is Mine' is an original
screenplay by Horace McCoy."
Another tidbit from the above-mentioned
Teet Carle makes reference to "A. W.
Schawalberg (sic), president. Paramount Film
Distributing Corp."
Schwalberg should understand that under
our democratic way of life being a mere
president doesn't entitle one to have one's
name spelled correctly by one's publicists.
The marquee-dressers are due for a nervous
breakdown if theatre managers decide to
dual bill 20th Century-Fox's "Down Among
the Sheltered Palms" and Warners' "She's
Working Her Way Through College."
. . has
Warner publicists believe that the "most
printed face in the U.S. in 1952 is certain
to be that lovely Lucille Norman .
been named TVllss Printer's Devil' for 1952."
If memory serves correctly, it was just a
year ago that the Burbank blurbery hung the
same doubtfully flattering honor on another
of its femme luminaries, and which brought
forth in this space designation of Anxious
Alex Evelove as "Mr. Pied Type of 1951." He
can now claim permanent possession of the
appellation.
Frank Whitbeck of Metro studio's publicity
department, functioned as master of ceremonies
at the recent Hollywood premiere of
"An American in Paris." He was not assisted
by his widely touted troupe of elephants
but hearing the gravelly, bellowing sounds
that came over the p.a. system, listeners would
never have suspected it.
BOXOFFICE November 24, 1951 41

Sfreccal ^^utaupicc^KC^
CORP.
The best in audience and exhibitor appreciation goes to CENTURY — manufacturers
of the finest motion picture projection and sound reproducing equipment.
Ttom ^cU^
TYPICAL INSTALLATION; PARAMOUNT-CENTURY BIG SCREEN THEATRE TV
7

J..._
Montana Theatremen
Hold Annual Confab
BUTTE, MONT.—The largest convention
of the Independent Theatre Owners of Montana,
attended by some 92 members, was
held here last week and heard a prediction
that television would bow in the Rocky mountain
states on a network basis within the
next two years.
Rotus Harvey of San Francisco, secretary
of the Pacific Coast Conference of Independent
Theatre Owners, of which the Montana
organization is an affiliate, spoke at
the opening business session on a wide variety
of business problems, including those in
the legal and legislative fields, film buying
and booking, film transportation, showmanship,
exploitation and public relations and
management of drive-in theatres. Reports
from committees delegated to examine problems
which formed the basis for Harvey's talk
also were given. Committee chairmen are
Carl Veseth of Malta, Frank Faust of
Forsyth. Elmer Jackson of Plentywood, John
Moran of Billings and Clarence Galder of
Great Falls.
"An American in Paris" was screened at
the morning session the second day and a
luncheon for salesmen, distributors, supply
dealers and exhibitors was given at noon.
R. C. Schultz. theatre equipment representative
of RCA. San Francisco, spoke at the
afternoon session and said that "we don't
bslieve that home television, when it comes,
will hurt theatre television." He said theatre
business is on a "solid, substantial basis" and
that television could be expected to play a
major role in the expansion of theatre business.
'1 stopped in Salt Lake City on my way to
this meeting and talked with Frank Sawyer,
head of the Mountain States Telephone &
Telegraph Co. there." he said. "I asked him
when, in his opinion, television could be expected
on a network basis in the mountain
area.
"He told me. 'If two years ago anyone had
suggested that Denver and Salt Lake City
would have television by now, I would have
said they were too optimistic.
" 'Now I wouldn't attempt to say when TV
will be networked in the mountain region, but
I would say it will be a lot sooner than most
people believe.' "
"The advent of network television in the
mountain country will depend on the telephone
people—when they will be able to
supply the cables and so forth," Schultz said.
At the closing business session the delegates
adopted thi'ee future objectives: an
adjustment of high film rentals, industry
unity and a stronger organization with in-
QUICK THEATRE SALES!
Selling theatres is our business. Liva
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,° Realtor
4229 N. E. Broadway * Portland 13, Ore.
l-ts7H¥»yS:r3^
WESTERNS ARE FAVORITES — A
carnival atmosphere plus a western-type
film brought excellent business to the
Big Bear Theatre in Big Bear Lake,
Calif., recently when "Texas Carnival"
played the 750-seater. Manager Bill
Meyers and his staff went all-out on the
film, with flags, balloons, popcorn and
anything that would put the patron in
a carnival mood before seeing the picture.
The small resort town, some 7,000
feet above sea level in the southern Califfornia
mountains, is a favorite tourist
haven. Cattle are brought up to it for
summer grazing. As part of the campaign
on "Texas Carnival," a best-dressed
cowgirl was named—Madeline Birdsell,
at left above—and posed with "Ginger"
Taylor, center, guide at the Pine Knot
stables, and Coy Brown, six-foot six-inch,
265-pound constable. The Big Bear Theatre
is an Earle Strebe theatre.
creased membership. Accomplishments the
organization hopes to attain were hsted as:
Better understanding between exhibitors
and distributors.
Increased understanding of the membership
relative to individual and industrywide
problems.
To keep improving and informing the theatregoing
public that films actually are getting
better and better.
There was no election of officers at this
meeting, which closed with a banquet. Current
officers and directors are Fred Arnst.
Fort Benton, president; J. M. Suckstorff.
Sidney, vice-president; Clarence Colder.
Great Falls, secretary-treasurer, and Arthur
F. Lamey. BiUings. general counsel. Directors
are N. M. Stubblefield. St. Ignatius: Tom
Grady. Shelby; Rex Flint. Baker: D. E. Lockrem.
Circle; E. M. Jackson. Plentywood; J.
H. Moran. Laurel; Herb Bonifas. Chinook:
Frank Morgan. Livingston, and E. R. Munger.
Helena.
Gooding to Consolidated
GOODING. IDAHO—New owner of the
Gooding Theatre is Consolidated Theatres,
Inc.. of Salt Lake City. N. H. Beamer. former
owner, announced the change. H. E. Gibson
will be manager of the local situation and
also the one in Ketchum.
To Build Three Ozoners
CASA GRANDE. ARIZ.—Long Enterprises
has started construction work on three other
Arizona drive-ins and also anticipates a December
opening for this trio of outdoorers.
The theatres are being built on the outskirts
of Casa Grande, Coolidge and Eloy.
f DENVER
Y
Irank Freeman jr., co-producer of "When
Worlds Collide." visited Denver last week
and interviewed DunninKcr on the possibility
of using him in a forthcoming Paramount
film. While here Freeman also visited with
Dave Cockrill. manager of the Denham, and
Ward Pennington, Paramount branch manager,
and many other friends . . . Tom Smiley,
general manager for Realart. stayed at home
a few days with a case of pinkeye. He got It
from one of his children, who picked it up at
school.
.•\1 Anderson, Paramount shipper, vacationed
by doing some work around home . . .
Dorothy Swing, RKO cashier, underwent surgery,
and expects to be away from the job for
about eight weeks . . . Because of poor busi-
the Rio at Do-
ness Ray Benham has closed
lores. Colo.
. .
Harry Ashton, Spokane, Wash., has moved
to Golden. Colo., where he will manage the
Golden, according to C. U. Yaeger. president
of Atlas Theatres. "Sfaeger promoted John
Krause from the Golden to the managership
of the Santa Fe. Denver, job which has been
open a couple of weeks .
"Elopement" will
have a world premiere at the Denver December
10 as part of the money-raising campaign
for Loretto Heights college. Several stars are
expected in for the event.
Filmrow visitors included Kenneth Powell.
Wray; Neal Beezley, Burlington: Mrs. Marie
Goodhand. Kimball. Neb.; Mr. and Mrs. Don
Monson. Rifle; Elden Menagh. Fort Lupton;
E. C. McLaughlin. Las Animas: Robert Smith,
Steamboat Springs; Merle Gwinn, Benkleman.
Neb.; James M. Williamson. Palisade,
Neb., and Hugh Haynes. Fowler.
John Henry Reopens Grand
SEATTLE—John Henry, former owner of
the Grand Theatre, has reopened the house.
It has been completely redecorated, with new
foam rubber seats and improved ventilation.
It will have a policy of three changes a week.
Now . . . RCA ready
TO STAKE MORE MILLIONS
Find out how the RCA Modernization
Plan can help you get,
now, the
right
equipment you need to
give your house greater patron
appeal and boost boxoffice.
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Call us . . . today
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EQUIPMENT CO.
337 Golden Gate Avenue
Son Fronrcisco 2, California
BOXOFFICE November 24, 1951 43

. . . November
. . Milton
M
SAN FRANCISCO
n special preview of "La Ronde," winner of
three festival prizes due to open November
21 at the Vogue Theatre here, was presented
by San Francisco Theatres. Guests
burst into spontaneous applause at, the completion
of the film and following the screening,
District Manager Irving Levin, San
Francisco Theatres, was host at a champagne
repast . . . America-India Friendship day was
held at the Stage Door Theatre here. Patrons
at the 2 o'clock matinee of "The River"
gave dii-ect aid to India's famine victims.
Kenneth E. Wright, managing director of
Theatre Television Authority, announced that
Max King, secretary to Gov. Earl Warren,
became a member of the board of directors
of TTA. Theatre Television Authority, according
to Wright, was formed as a public
service corporation to secure the rights to
release and license television programs to
theatres for exhibition. James Kilian has
been appointed southern California manager
of the organization with headquarters at
10701 Va Ohio Ave. in Los Angeles.
. . .
Harpo Marx appeared at a celebration of
the new Broadway Walnut Creek shopping
Joan Fontaine spent the Thanksgiving
center . . .
holidays with her parents in Saratoga
Scheduled to appear for a benefit pre-
BOOK IT
WAHOO is
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screen game. NoW being used
successFully by hundreds oF indoor
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Send For complete details. Be sure
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Hollywood Amusement Co.
831 S. Wabash Avenue, Chicago 5, III.
out of their
HEYWOOD-
WAKEFIELD
i-
V
miere at the new United Artists Theatre in
San Jose were Ann Sheridan, Forrest Tucker,
William Bendix, Arleen Whelan, Corinne
Calvet, Charles Coburn, Gloria Grahame and
Patricia Medina. All proceeds went to the
Boys City recreation project in Santa Clara
county.
Advertising something new under the advertising
sun, is the firm of National Theatre
Broadcasting, which claims to have exclusive
contracts with theatres where an advertiser
may present recorded broadcasts to the entire
audience ... A party was held Friday (16) at
the Variety Club sponsored by the distributors.
It was screen test night with sets, sound
camera and equipment ready for all guests
30 is the date of the barn
dance, sponsored by the film colony girls, at
the Variety Club. For tickets call Mary
Marquart, Pr 5-1613.
. . G.
. . John Bowles
. .
Mr. and Mrs. E. K. Lyon have taken over
the Virginia City Theatre in Nevada .
Carleton Hunt and Hans Deschultes were in
from the State Theatre in Dinuba . . . August
Panero was on the Row .
came up from Fresno to book for his theatre
. . . Peter Garrette came in from his
Yolo Theatre, Woodland . Dave Richards
was tracing trailers for his Rialto in Oakland
. . . George Marischka, film director
from Austria, was here as a guest of 20th-
Fox on his way to Hollywood to study American
methods of production.
. . .
. . Walter
Tiie Fox Theatre in San Francisco, first
run Market street house, is advertising free
parking Marie Paisley, elevator girl at
the Golden Gate Theatre building, returned
from her vacation and supplied co-worker
North Coast
Eddie Jacobs with fresh trout . . .
Theatres will move its offices from the Golden
Gate Theatre building. The advertising department
will headquarter at the Esquire
Theatre, while executive offices will be maintained
at the Orpheum Theatre .
Preddey returned from his Mexican trip.
Anson J. Longtin and his brother Adair
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 chair that can be
tilted to any pitch desired.
• HEYWOOD-WAKEFIELD AIR-FLO
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price in your choicest locations.
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lOS ANGILIS: 11(4 SiaU «lf«»l lOiMiIti lUS • POKTIANO: IK) a. « •tarati . tiaalli )>&

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. . . Gene
. . Ben
. . . Aldrin
. . Clark
Renovated Fox Ready
By Early December
SPOKANE—The most extensive renovating
and redecorating program in the 20-year
history of the Fox Theatre is under way and
will be completed by December 1. "I can say
without exaggeration that when the work is
finished, the Fox will be one of the most
beautiful theatres in the Pacific northwest,"
said Jack Hamaker, Fox manager.
The work started in midsummer with the
laying of new carpet in the main foyer and
mezzanine. With blue background, it has
overtones of graduating shades of green,
ranging from chartreuse to a light olive. The
carpet, and 1,400 yards of it has been laid, is
three piles deeper than the old one to give
a deep cushioning effect. Painters and interior
decorators started on the walls and ceilings
of the main auditorium in October.
Franz Zallinger of Seattle has charge of the
work.
BLACK DECORATIONS GONE
The black decorations on walls and ceilings,
which had a deadening effect, are being done
away with. "We're using a generous amount
of blue to bring out the marine motif which
highlights the foyer and mezzanine and also
to harmonize with the carpeting," said the
foreman, A. E. Casler. "We'll use between 75
and 100 gallons of paint." Entrance doors,
black since the day the Fox opened, September
7, 1931, have been brightened with
diamond-shaped centers in white against
green and blue. The huge columns flanking
the stage are being done in blue and gold
topped by silver sunbursts on each side.
Casler said that some of the large panels in
the foyer probably will be done in burgundy
to contrast with the blue and silver of the
marine decorations and that the two main
entrances likely would be in rust.
Most startling innovation is the elaborate
contour curtain, an Austrian puff-type
popular in top-ranking theatres 40 years ago.
A combination of nylon and rayon, with the
raw fabric flame-proofed before weaving, it
is chartreuse with heavy festooning at top
and bottom. Festooned valances and borders
are of rich, wine-colored velour with gold
tassels. The curtain itself is 52x27 feet with
35 lines for back and side drops. It required
three men five days to install.
NEW SCREEN INSTALLED
Also added was a new scrim title curtain
of silver, so lightly woven that it is semitransparent.
The stage proscenium has been
cleaned and painted and the women's powder
rooms and men's restrooms redecorated. Recently
completed was the installation of 210
loge seats in the rear rows of the main auditorium.
Deep blue in color, they ai-e in keeping
with the other decoration. "Eventually,
we'll have the new type seats throughout the
house," Hamaker said.
All members of the service staff, he added,
are being equipped with uniforms to carry
out the blue, green and gold color scheme.
Quits After Nine Years
PENDLETON, ORE.—Kenneth J. Wright,
manager of the United Artists Theatre the
last nine years, resigned to take a position
with the Vaughan Electric Co. He has begun
his new work but will continue at the theatre
during the evenings until a new manager
is named and arrives here.
LOS ANGELE S
Qusily wielding croquet mallets down Palm
Springs way were Babe Cobb, Eddie Ashkin
and John Da Costa, all of the RKO Radio
branch, and their respective wives, as well as
Arnold Shaak, operator of the Ramona and
Holly theatres and Roy Dick.son of Theatre
Service Co. . . . Wayne Bateman, U-I salesman,
checked in from a business Junket, while
Barney Rose, western district manager, arrived
from San Franci.sco for huddles with
Bill Marriott, local branch chief.
As concerns both age and length of service,
Bob Beretta, salesman for the National Theatre
Supply branch, ha.s
staked out an iron-clad
claim as the Row's
oldest citizen. He's just
celebrated his 75th
birthday and has been
S^B \
Smith,
^^^^^B years , . . Dick
IPP^' %a«fl^^H district manager for
Fox West Coast in
Phoenix, came in for
home office huddles
Brinham
Bob Beretta resigned as manager
at the Reseda Tlieatre in Reseda.
It was erroneously reported here recently
that Andy Devine had resigned as manager
of the Vinnicof circuit's Strand Theatre.
Tain't so. Andy's still handy . Blythe
resigned after 21 years with Fox West Coast's
ad department and is heading for Mexico City
to go into business on his own. Hasta la vista,
Clark, and buena suerte . . . Burton Jones and
Daryll Johnson are recarpeting and redecorating
their recently acquired Reseda Theatre
in Reseda.
. . Booking
B. F. Shearer, head of the supply and
equipment firm bearing his name, came in
from his Seattle home office for conferences
with Barclay Ardell, local branch manager,
and other personnel . Taylor resigned
as a Lippert Pictures salesman .
and buying visitors included Judge Leroy
Pauley, operator of the Desert Theatre in
Indio; Syd Welder, San Diego exhibitor, who's
20 pounds slimmer as the result of a diet.
In cooperation with the Filmrow club, the
Los Angeles Motion Picture Salesmen's Ass'n
is giving its first dance of the season December
7 at the Aragon ballroom in Ocean
Park. Murray Gerson of Universal is arrangements
chairman for the salesmen and
Stan Lefcourt of United Artists is in charge
for the Filmrow club . . . Luncheon duo: Fred
Stein, United Artists circuit buyer and
booker, and George Hickey. Metro's Pacific
coast sales manager.
M. J. E. McCarthy, Monogram manager,
and salesman Cliff Harris returned from an
Arizona junket . . . Sid Goldman, house manager
of New 'fork's Radio City Music Hall,
and Mrs. Goldman were southland visitors
Salyer is pinch-hitting down in
Tucson for Fred McSpadden, Fox West
Coast's city manager there, who is ill.
Sky-Hi Incorporated
HELENA, MONT.—Sky-Hi, Inc., of Helena,
formed to operate theatres, both drive-in and
inside, has been incorporated with Secretary
of State Sam W. Mitchell. Directors are
Ralph A. Hahn and Keith P. and George
Didrickson, all of Helena.
Forman Buys L Plans
Drive-In at Spokane
SPOKANE, WASH. — Forman Theatres.
Inc., of Seattle ha.s purcha.sed an Interest
in the Autovue Theatre on North Division
and also plans to erect a super drive-in here
to accommodate 1,000 to 1,500 cars. This was
announced here recently by Cyrus Young and
Raymond L. Strawick, president and vicepresident,
respectively, of Autovue Theatre.
Inc., and William R. Forman, head of the
coast firm.
"We are entering the Spokane field because
we know Spokane is a good show town
and we are confident of the continued growth
and prosperity of the city," Forman .said.
He said the new outdoor theatre will be built
"a.5 soon as conditions are right."
Associated with the Ted Gamble theatre
interests which have headquarters in Portland,
the Forman company operates both Indoor
and outdoor theatres in most of the
principal cities of Washington and Oregon.
The chain also has a number of driveins
in California.
Forman also said two sites on North Division
are "oeing considered for the proposed
ozoner. "One site will accommodate a 1,000-
car, single screen, de luxe drive-in," he said.
"If the second, most likely site is chosen,
we will build an ultramodern, two-screen
theatre with a capacity of 1,500 cars." He
emphasized that plans are contingent upon
availability of building materials and relaxing
of government restrictions on construction
of amusement places.
Meanwhile, extensive improvements are being
planned for the Autovue. Forman said
he would be in Spokane soon to confer with
Young and Strawick concerning changes to
be made. The latter pair said the Forman
company will have full charge of the Improvements
at the Autovue and the operation
when it reopens in the spring. Located just
beyond the north city limits, the Autovue
closed for the season at the end of October
to complete its fifth season. It has accommodations
for 750 cars.
New Theatre in Oakville
OAKVILLE. WASH.—This community is
to
have a new theatre. Construction of the concrete
block building, 51x110, has been commenced
by Frank Gwinn, nephew of the late
Cecil Gwinn, who at one time owned the
Montesano Theatre.
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I
BOXOFFICE :
: November
24, 1951 45

. . . While
. . Owen
<
Taxes, Controls and Trade Strife
Tire Utah Exhibitor; He Sells
CEDAR CITY, UTAH—A young Utahan for
whom the motion picture industry has meant
"much" and who has given "much" in return
announced this week he was selling out his
theatre interests because he has "no further
confidence in or enthusiasm for the business."
The man is John Rowberry, who started
out in the theatre business two decades ago
in Salt Lake City as an usher and a janitor.
Fifteen years ago he moved to Cedar City
to manage theatres, in which he had purchased
an interest.
In the years he has been in Cedar, he has
been named "outstanding young man in the
city" by the Junior Chamber of Commerce
twice, he has served on several civic committees
and his theatres have been the site
of group meetings. Also, he has sponsored
children's matinees and many other various
types of entertainment for juveniles.
This week, Johnny announced he was selling
his interest in the Cedar and Parks theatres.
He had managed and owned the theatre
equipment in the two houses. The buildings
were owned by Melvin R. Thorley of
La Canada, Calif., and an estate in Cedar
City.
The theatres, equipment and buildings
and
all have been sold to Glen Yergensen of
Monroe, Utah, who recently started in theatre
business in Utah, and his brother, Elden
Yergensen of Nyssa, Ore., an implement
Here and There
American Theatre, Thayne, Wyo., has completed
installation of a new sound system. It
was purchased some time ago from Ralph
Flygare, formerly of Afton. Art Edvalson of
Service Theatre Supply in Salt Lake City
installe larger sound heads and amplifiers.
Equipment was valued at $2,500.
Walter Houser received a license to operate
the Lafay Theatre in Lafayette, Colo., good
until April 1952 . . . Restrooms of the Arvada
Theatre in Ai'vada, Colo., were made available
YOU CAN RELY ON
mOTIDI PIGTVIE SEIUICE Co.
125 HYDE ST. SAN FRANCISCO (2), CALIF.
Gerald L. Korski.... President
THEATRE /ALE/
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dealer. The consideration was reported to
be in the neighborhood of $200,000. Glen will
manage the houses in this city, which is
located at the gateway to southern national
parks, including Cedar Breaks, Zion and
Grand.
In announcing he was getting out of the
business, Johnny told the newspapers he was
selling because of taxes and controls. To
tradepress reporters, he said: "The game is
no longer fun. There is too much litigation
and blackmailing. Both exhibitors and distributors
seem to pack attorneys in their hip
pockets and I don't see any future with attitudes
as they now exist."
John declared "distributors promote opposition
to established exhibitors in some cases"
and said he was "tired of paying 40 and 42
per cent for most films which were going for
lower percentages in comparable situations
which were connected with distributors."
He said he isn't bitter, "just hurt and fed
up." He said the fact he settled a percentage
suit with some distributors recently had nothing
to do with his decision. He also said his
business has been up 16 per cent this summer
over last summer, while other areas in
the exchange territory have been down. Since
television is not yet being received in Cedar
City, he said this was not a factor.
John said exchange of theatres and property
will take place December 31.
to the pubhc during the Harvest festival
. . . Aerial fireworks
this fall by Mr. and Mrs. Bus Jay, managers
of the theatre
were a recent added attraction at the Ski-Hi
Drive-In west of Alamosa, Colo. ... A benefit
midnight show for home owners in the
Chaffee Park Heights area of Denver was
held at the North Drive-In. Proceeds go toward
payment on a ground water survey,
aimed at combatting the serious water seepage
problem affecting the section.
Robert Patrick, manager of the Lakewood
Theatre in Denver, was named publicity chairman
of the 1951 Red Feather drive for Jefferson
county . Maxey, manager of
the AnLe and Arroyo theatres in Cortez,
Colo., recently underwent an emergency appendectomy
at Southwest Memorial hospital
in Cortez, mention should be made
of the visit there late this summer of Mr.
and Mrs. Ben Fisher, who visited friends for
a week. Fisher was manager of the Cortez
Theatre for several years, leaving in 1942
to make his home in Seattle ... Ed Nelson,
who came to Laramie, Wyo., this summer
from Montrose, Colo., said in Montrose it's
dust and in Laramie it's cinders, but aside
from that he likes Laramie. He says the
people there are very friendly and he feels
as if he knows more people in Laramie in
three months than he knew in most towns
in two years. Nelson is Fox city manager.
Neal Lloyd, manager of the Ord Theatre
at Ordway, Colo., did not leave the town as
slated. He v/as scheduled to take over management
of the Valley Theatre in Fowler
owing to the resignation of Hugh Haynes.
But Haynes recalled his resignation and remains
in Fowler. Manager Jackson of Rocky
Ford, who was slated to come to Ordway, also
remains status quo.
Frisco Lead Lassoed
By Texas Carnival'
SrtN FRANCISCO—"Texas Carnival"!
whipped into town and lassoed the first '
spot honors for the week with 175 per cent.
Second spot honors were divided between
the opening of "The Blue Veil" and the
world premiere showing of "Golden Girl,"
both rating 140 per cent.
(Average Is 100)
Cinema—The Desert Fox (20th-rox), Disc lockey
(Mono), 4th d. t. wk 110
Fox—Golden Girl (20th-Fox): The Basketball Fix
(Realarl) _ 140 ll
Golden G:ite—The Blue Veil (RKO) 140
Orpheum The Harlem Globetrotters (Col); Never
'I'rust a Gambler (Col) 90
ParamouT^t The Tanks Are Coming (WB); Bride of
the Gorilla (Reclart) 125
St- Francis A Streetcar Named Desire (WB),
6th wk 100
United Artists—The Well (UA), 2nd wk _iaO
Warfield Texas Carnival ( MOM) ITS
'American' Still Leads
Los Angeles Percentages
LOS ANGELES—First run takes ranged
from terrific to tepid, with "An American
in Paris" still leading the field at a 200
per cent pace for its second stanza. In close
contention was "The Blue Veil," which finished
its first week with a 175 per cent rating.
At the nether end were 'The Well,"
which wound a four-week booking with a 60
per cent appraisal in its final week, and
"Love Nest," which racked up a disappointing
75 per cent in its opener In four houses.
Chinese, Uptown, Los Angeles, Loyola Love Nest
(20th-Fox). The Highwayman (Mono-AA) 75
Downtown Paramount Bride of the Gorilla
(Realart), plus stage show 130
Egyptian, State An American in Paris (MGM),
advanced prices, 2nd wk - 200
Fine Arts The River (UA), advanced prices, 5th
wk 100
Four Star—The Well (UA), 4th wk 60
Fox Wilshire Detective Story (Para), advanced
prices, 9th wk 90
Globe, El Rey, Iris—Tales of Hoffmann (Lopert)....100
HiUstreet, Pontages—The Blue Veil (RKO); The
Whip Hand (RKO) 175
Hollywood Paramount A Place in the Sun (Para),
2nd wk 120
United Artists, Ritz, Vogue—The Racket (RKO),
2nd wk 120
Warners Beverly A Streetcar Named Desire
(WB), advanced prices, 9th wk 90
Werners Downtown, Hollywood, Wiltern Storlift
(WB) 125
Denver Business Slow
Several Days After Snow
DENVER—Business was off for several days
because of snow, but picked up over the
weekend. "Let's Make it Legal" with "Journey
Into Light" proved the best at the Denver
and Esquire. Next was "Racket" with i
'
"Assassin for Hire" at the Orpheum.
Aladdin, Tabor, Webber—Close to My Heart
(WB); Street Bandits (Rep) 125
Broadway—Texas Carnival (MGM), 4th wk 90
Denham—When Worlds Collide (Para), 2nd wk 95
Denver, Esquire— Let's Make It Legal (20lh-Fox);
|
Journey Into Light (20th-Fox) 135
Orpheuir.-The Racket (RKO); Assassin for Hire
(SR)
Paramount Magic Face (Col); Two of a Kind
125
;
(Col) 100
Rlcrllo Alice in Wonderland (Souvaine);
Whirlwind (Col) 100
Al Olander Will Reopen
Montebello Art House
MONTEBELLO. CALIF.—An early reopening
is planned by Al Olander for the
Vogue Theatre here, which is now being
remodeled and renovated and which will
hanceforth be known as the Vogue Fine
Arts. It will operate on an art house policy.
New equipment being installed includes a
Cycloramic screen, marquee, .seat coverings,
curtain, drapes ad RCA sound system.
46 BOXOFFICE :: November 24, 1951
1^9
51 ^
i
Luss

Twin City Homewood
Trial Is Resumed
MINNEAPOLIS—After a one-week recess,
the defendant film companies and the Minnesota
Amusement Co. on Friday (23) began
presentation of their cases in the $500,000
conspiracy suit filed agamst them by Martin
and S. G. Lebedoff, owners of the neighborhood
Homewood Theatre.
The defendants were expected to attempt
to prove that the plaintiffs suffered no damage
because the Homewood's first run in its
area was taken away from it and given to the
late W. A. Steffes' competing Paradise Theatre.
Earlier, Judge G. H. Nordbye denied
the defense motion to dismiss the suit because
the plaintiff allegedly failed to prove
conspiracy or damage to the defendants.
INJUNCTION REQUEST DENIED
The judge also, however, refused to grant
the plaintiffs' request for an injunction to
restrain the distributors from continuing the
alleged practice of conditioning runs and
clearance on admissions prices, and expressed
the belief that the fixing of admission
prices did not damage the Homewood. He
also ruled that the action here could not
be based on a New York equity suit.
Prior to recess, the plaintiffs introduced
testimony designed to show that Steffes was
an independent exhibitor leader here when
the Homewood's run was taken away and
given to the Paradise. In this role, it was
said, Steffes was continuously attacking and
"making trouble" for the film distributors.
At that time his World was unable to obtain
satisfactor;' product, but eventually Steffes
succeeded in making a World partnership
deal with the Paramount circuit here. Thereupon,
Paramount took over the buying and
booking and the World got top pictures and
became a moneymaker.
It was after this partnership occurred that
Steffes' neighborhood Paradise received clearance
over the Homewood which, previously,
had the prior run. Thus, the Paramount
circuit, "playing ball with Steffes," became
a party to the conspiracy, the plaintiffs contended.
PROTEST GOES UNHEEDED
Witnesses included the Lebedofts and a
number of film exchange managers and independent
exhibitors. Martin Lebedoff testified
that when the run was taken away
from his Homewood and given to the Paradise,
he protested to distributors and sought
unsuccessfully to get the clearance advantage
back. He and several other independent exhibitors
testified that the Homewood, physically,
was superior to the Paradise.
Lebedoff said he was not notified of the
clearance change and learned about it only
when he went to buy pictures the following
season.
Ben Friedman, independent circuit owner,
testified that exchange managers have refused
his demands for a 28-day run for his
Edina suburban theatre and that he had
been told that he would have to charge 55
cents in his 35-day slot and that when he
did get an occasional 28-day pictui-e the admission
would have to be 60 cents.
M. A. Levy, 20th-Fox district manager, testified
that the reason he recommended the
Paradise be given the earlier 49-day run
was because it would mean greater film
revenue for his company. He said he had
Irving Mack to Speak
At Allied Luncheon
KANSAS CITY—A luncheon speech by
Irving Mack, head of Filmack, Chicago, this
week was heralded as one of the top events
of the Allied Independent Theatre Owners
of Kansas and Mis.souri one-day fall convention
here next Friday (30i. Speaking on
"Unity and Goodwill," Mack is expected to
make a strong plea for industry harmony
and a continued effort to build goodwill in
each community where there is a theatre.
Mack will speak at the all-industry luncheon
at 12:30 p. m. in the Georgian room at
the Continental hotel. The luncheon will
be given for exhibitors attending the convention,
Filmrow personnel and representatives
of allied industries.
Jay Wooten, Allied president, said this
week that representatives of the Hartford
Accident and Indemnity Co. would be present
at the morning session to discuss with
theatremen problems of theatre insurance.
The Allied president said that his organization
would go on record seeking lower theatre
insurance rates, since fire hazards are
considerably reduced with the almost universal
use of fire-resistant film.
Sol Frank, exhibitor from Coldwater, Kas.,
will conduct the afternoon film clinic, a
closed session at which independent exhibitors
will discuss problems of film buying.
A cocktail party will be given at 5:30 in
the evening after which the all-industry
Movietime U.S.A. ball will be given at 9
p. m. in the Roof Garden of the Continental.
Other business matters to be taken up
by the convention will include a report on
the Allied States Ass'n convention in New
York, and outlines of the new federal tax
structure. An organizational business session
will precede the luncheon.
told S. G. Lebedoff he could have an earlier
clearance if he paid for it, but he "always
ran for cover." Furthermore, the Lebedoffs
always were pleading for help and sought
reductions on rentals, and still do, according
to Levy's testimony.
In reply to a question. Levy said 20th-
Fox believes it is entitled to 40 per cent
of the gross on top pictures and 30 per cent
on pictures sold flat. On his part, Martin
Lebedoff testified he thought film companies
only were entitled to 25 per cent of the gross
— 20 per cent for the feature and 5 per cent
for the shorts.
Independent circuit owner and Hollywood
Producer W. A. Frank testified he didn't
think it was "too smart" to fight for an
earlier run for his Boulevard, figuring "it
was better to go along with Paramount."
Charlie Rubenstein, another independent circuit
owner, testified to alleged clearance
discrimination against one of his theatres and
in favor of the Paramount circuit house in
the same area.
'Bowl' Room Installed
DYSART, IOWA—A "bawl" room has been
built in the Avon Theatre here to accommodate
parents with small children. The room
is 5x8 feet.
IRMNG MACK
The program as outlined by Wooten, follows:
9:30 a. m.—Registration
10:00—Business session, reception room
Report on Allied States convention
Discussion of theatre insurance
Discussion of new tax setup
Allied organizational business session
12:30p.m.—Luncheon, Irving Mack, speaker
2:00—Film clinic, Sol Frank, moderator
5:30—Cocktail party
9-12—All-industry Movietime ball
Wooten again emphasized this week that
registration would be free of charge as will
the all-industry Movietime U.S.A. ball. The
ball is being given solely by Allied as the
organization's contribution to the Movietime
campaign.
Orville W. Bonner Dies;
Leoti, Kas., Exhibitor
LEOTI, KAS.—Orville W. Bonner, for 28
years owner of the Plaza Theatre here, died
at the Scott City hospital recently after an
attack of bronchial pneumonia.
He was 77 years old at the time of his
death. Bonner was born in Marquette, Neb.,
and came here with his family in 1919. moving
from Imperial, Neb. He was a prominent
businessman and had been active in community
affairs. Interment was in the Leoti
cemetery and services were from the Presbyterian
church.
Bonner is survived by three son, Marion C.
and Eldredge S. of Leoti, and W. J. Bonner
of Colorado Springs, and two daughters, Mrs.
R. D. Halkney and Mrs. Helen Cross of
Wichita.
Junior Price Started
CLARION. IOWA—A new admi-ssion
price
schedule has gone into effect at the Clarion
Theatre here. For the first time in the theatre's
history, a junior price of 40 cents is
offered for patrons 12 to 16 years of age. At
the same time, the regular admission for
children has been reduced from 16 cents to
14 cents. The adult price of 55 cents remains
BOXOFHCE :
: November
24, 1951 MW 47

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. . After
'Paris' Grosses 250
In Twin City Week
MINNEAPOLIS — Bad weather stymied
business considerably, but such ace newcomers
as "An American in Paris," "Across the
Wide Missouri" and "Submarine Command"
did nicely. With admissions prices raised to
$1 after 5 p. m., "American in Paris" rated
in the sensational class with 250 per cent.
However, near-blizzards, icy streets and walks
and near-zero temperatures did plenty of
harm.
(Average Is 100)
Century—A Place in the Sun (Para), 4th wk 100
Gopher—Across the Wide Missouri (MGM) 125
Lyric—When Worlds Collide (Para)..... 110
Radio City— Detective Story (Para) 95
RKO Orpheum—The Blue VeU (RKO), 2nd wk 100
RKO Pan A Streetcar Named Desire (WB), 2nd
wk 120
State Submarine Command (Para) 95
World An American in Paris (MGM), advanced
prices 250
"Lavender Hill Mob' Bows
With 300 in Kaycee
KANSAS CITY—Loew's Midland led downtown
first run houses this week after a "terrific"
opening weekend on "Too Young to
Kiss" and "Mr. Imperium." Shifting to a
Sunday opening on new bills, the house pulled
"Pickup" and "Criminal Lawyer" after a
four-day run to make way for the new bill.
The four days of the two Columbia films
grossed about 55 per cent, Managing Director
Howard Burkhart said. All houses along
the local rialto reported better business, with
the two art houses maintaining their strong
pace.
Esquire, Uptown, Fairway and Granada Little
Egypt (U-1); Missing Women (Rep) 70
Kimo—Oliver Twist (UA), 2nd wk 200
Midland Too Young to Kiss (MGM); Mr. Imperium
(MGM) 145
Missouri—The Racket (RKO); The Whip Hand
(RKO) 130
Paramount—When Worlds Collide (Para) 100
Tower Love Nest (20th-Fox); Journey Into Light
(20th-Fox) 85
Vogue—The Lovender Hill Mob (U-I) 300
Harry French Returns
From UPT Meeting
MINNEAPOLIS—Back from a conference of
United Paramount Theatres executives at
White Sulphur Springs, W. Va., Harry B.
French. Minnesota Amusement Co. president,
said that optimistic feeling regarding film exhibition
ran high.
"For that matter," explained French, "we've
always been optimistic, but there are several
reasons for particular optimism at this time.
One is the fact that product reaUy is better
than ever. I don't recall a period when so
many topdrawer films were being released
simultaneously.
"Another reason for encouragement is the
increased attention motion pictures are commanding
from newspapers and periodicals
generally because of their high quality and
because of Movietime U.S.A."
Harry E. Newton Sells
Theatre at Turon,Kas.
TURON, KAS.—Harry E. Newton has sold
the Turon Theatre here to D. J. Pelton of
Tribune, Kas. Pelton will take over operation
of the house on January 1. He purchased
the building and its contents.
Newton has been in show business since
1930 and has owned the Turon for the last
16 years.
MINNEAPOLIS
They are still talking about the "wonderful
night" that MGM put on for Its Northwest
Variety Club open house. Salesman George
Turner arranged a big nine-act floor show
and emceed it. There also was dancing and
general conviviality. The 20th-Fox open
house also was a gala affair with a huge
amount of fine entertainment. In fact, all
of the film exchanges Variety Club open
houses on Friday nights have been great successes.
More of them are coming up. There
is no admission and the affairs are open to
nonmembers, invited by film exchange employes
and regular Variety Club members.
Chief Barker Art Anderson reminds "don't
forget the Northwest Variety Club annual
meeting, if you're a member." It will be held
Monday (26) and the annual election of directors
will be the main order of business.
There will be a free dinner preceding the
election and Anderson says he hopes that
every member will attend and hear his report
and cast his vote.
Eddie Ruben is back from a New York business
trip and working on plans for a Movietime
U.S.A. followup. He is chairman of the
campaign for this territory . . Screen stars
.
Fredric March and Florence Eldridge are coming
to the Lyceum here the week of December
16 in the stage play, "Autumn Garden." When
"The Cocktail Party" comes to the same theatre
in January the cast also will be studded
with Hollywood film notables, according to
Manager Jimmy Nederlander.
Branch Manager LeRoy J. Miller of U-I
announces the promotion of city salesman
Pat Halloran to the newly created post of
sales manager. Howard Greenstein. North
Dakota salesman, is being brought in to handle
part of the Twin city accounts and
Charles Bliss has been promoted from booker
to North Dakota salesman. An addition to
the booking staff is John Louis, replacing
Abbott Swartz, United Artists
Bliss . . .
manager, has landed two bookings into two
Minnesota Amusement Co. leading Loop
houses the week of December 7. "The Lady
Says No" is spotted for Radio City and "Fort
Defiance" for the State.
Ted Mann, owner of the World, believes
that "An American in Paris" will run eight
weeks at his house. He bases his belief on
the enthusiastic audience reaction and gigantic
first-week business. The advance in
admission price to $1 for the picture seems
to have helped the boxoffice, instead of
hurting it, he says. Bob Murphy, Minneapolis
Sunday Tribune film editor and critic,
singled it out with "Detective Story" as "the
pictures of the week" and declared "both
will surely rank among the top ten pictures
of the year, and will be in there grabbing
at Academy Oscars." He told readers
"you'll have to see both." In the same
column. Murphy cited the fact that two holdover
pictures, "A Streetcar Named Desire"
and "A Place in the Sun" are "among the
big jobs of the season." Referring to "An
American in Paris" and "Detective Story," he
headed his column with this tribute to the
industry "A couple of new pictures in the
Loop, added to the present splurge of other
fine films, make the slogan 'Movies Are Better
Than Ever* a bit more impressive than
it was at the beginning."
Abe Fischer, Republic district manager, was
a vi.Mlor and wa>> tiiUiu.Mii.^ln; abuul iu.s
company's forthcoming "Wild Blue Yonder,"
starring Wendell Corey, which will have its
world premiere in Omaha next week with
Hollywood personalities In attendance. "The
Iron Master," part of which was filmed on
Minnesota's iron range, now Is being as.sembled,
he said . . . Paramount booker Joe
Ro.sen and his wife have a baby boy—Just
what they wanted because they already have
a
girl.
The 900-seat A.ster continues dark because
the booth operators union insists upon two
operators to a booth, or four in all, plus a
relief man. The theatre contract with the
union, calling for such a crew, expires December
12. The house is independently operated,
having been acquired from the Minnesota
Amusement Co. under the Paramount
consent decree and the contract which expires
was made by MAC when it operated
the theatre ... Of the four Minneapolis
independent houses that played "David and
Bathsheba" at $1 admission, the Terrace did
by far the biggest busine.ss, grossing for three
days what it ordinarily does in an entire
week, according to reports.
The suit of major distributors against the
Volk Bros., independent circuit owners, for
allegedly making false returns on percentage
pictures still is on the federal district court
calendar and should be reached for trial
in the spring, .says David Shearer, counsel for
the plaintiffs. The Volks have countersuits
asking for an audit of distributor books
and asking for invalidation of contracts because
of admission price fixing . . . Theatres
in the territory will make their annual
audience collections for the Northwest
Variety Club heart hospital fund starting this
week . Manager Arthur Duschik of
the Palace ejected a youth caught sneaking
into his theatre, the youth returned. When
Duschik peeled off his coat to do some more
tossing, the young man grabbed it and fled,
turning in a false fire alarm on the way.
The coat contained the manager's keys
and $25.
Frank Wiggins, manager of the Uptown,
MAC ace neighborhood house here, is a
grandfather. His daughter gave birth to a
girl . . . Because federal admission taxes
now under the new law are based on the
amount actually paid, the Minnesota Amusement
Co. has reduced teenage admissions
to 25 cents until 5 p. m, and 50 cents thereafter.
Available to youths between 12 and
18, the admissions are lower than the
scale—76 cents after 5 p. m.—and higher
adult
than the children's price of 12 cents . . . The
Pix, Loop sureseater here, has brought back
"Bitter Rice" for its third downtown engagement
and the Lyceum, legitimate roadshow
house, is showing the reissued "Fantasia" currently.
Originally. "Bitter Rice" ran five
weeks at the World.
Arthur Greenblatt of Screen Guild was
here conferring with Julius CoUer, his local
distributor ... A power failure necessitated
admission refunds at the MAC A-house, the
Century, last Wednesday night.
The industry's own—the Voriety Clubs-Will Rogers
hospital depends entirely on contributions from the
amusement industry. Sign the 'Christmas Solute'
scroll todoy!
BOXOFnCE :
: November
24, 1951 49

Li
New Equipment Bought
For Nebraska Houses
OMAHA—The New Woods Theatre, Fairbury,
Neb., owned by Ira Crain, has purchased
new equipment including drapes,
chairs, screen, carpet, sound projection and
air conditioning through the Western Theatre
Supply Co. of Omaha.
F. A. Van Husan, Western owner, also
said that the Grand of Dubuque, Iowa, and
the American of Cherokee, Iowa, bought new
carpets. New RCA plastic screens have been
installed at Ashton, Osceola, the navy ammunition
depot at Hastings, the state hospital
at Ingleside and the Cascade. Cascade, Iowa.
The Simonds Floral shop in the Medical
Arts building in Omaha purchased new lighting
equipment.
C. D. Smestad to Iowa
BOONE, IOWA—Chnton D. Smestad of La
Crosse, Wis., has taken over the management
of the Rialto and Princess theatres. He
succeeds Borge Iverson, who has purchased
a theatre in Davenport. Smestad has managed
a theatre In La Crosse for the last six
years and before that he managed houses
in Minnesota. Iverson, manager for Central
States here since August, has purchased the
Garden, Davenport.
Ticket Taker Charged
OMAHA—A 15-year-old ticket taker at the
Chief was arrested in connection with taking
tickets and attempting to sell them. The boy
was charged with larceny and released to his
parents pending appearance in juvenile court.
CLARENCE W. OKESON
Owner and Manager of the
GRAND THEATRE
PARSHALL. NORTH DAKOTA
Says:
"We have been screening service from Reid H. Roy Film Industries
for a long time, and we have been using their product exclusively
for the post two years.
"We found that these people are always eager to please, and their
representative is a very high type, conscientious man. We, as well
OS the business men of Parshall, have found that Business Brevities,
furnished by Reid-Ray, are tops in quality, and I am very glad to
give this fine company and their product my enthusiastic endorsement.
'I like to deal with them—they do a good job.'
Thank you, Mr. Okeson.
Everywhere — more and more exhibitors are turning to
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Omaha Paper Reports
Kid Noise Solution
OMAHA—Under the heading, "Taming the
Theatre Roughnecks," the World-Herald commented
on the editorial page:
"Noisy teenagers in theatres are a problem
everywhere and, in some instances, have
driven audiences away from the movies,
especially on weekends.
"The Minneapolis Star reports that a chain
of Minnesota theatres has a plan that was
originally designed to thwart youngsters who
lied about their ages to gain admission at
children's prices. The theatres set up a special
price for youngsters 12 to 17, and then
discovered the 18 to 20 age group was doing
the cheating.
"So the theatres issued special cards available
only to 12 to 1-year-olds who prove
their ages. The cards cost only 25 cents a year
and can be revoked if the holder gets out of
line.
"Such a ticket becomes a privilege worth
cash money. The young hell-raisers have
been effectively throttled, according to reports,
and the grownup customers are happier.
"The idea may have some attractions for
local theatres, particularly those afflicted
with Friday night bedlam."
Meelhauses Add Allison
ALLISON, IOWA — Mr. and Mrs. L. J,
Meehlhause of Clarksville have leased the
State Theatre from J. B. Fairchild. They also
operate the Clark Theatre there and scheduled
their first show here for November 3.
According to present plans, pictures will be
exhibited at the State on Wednesday-Thursday
and Saturday-Sunday changes until January
1, with two shows a night except Thursday,
when there will be only one at 8 p. m.
The newspaper said a great need has existed
here for reopening the theatre and the town
should cooperate with the Meehlhauses.
Town Gets Behind Theatre
HARROLD, S. D.—Following plans completed
at a special meeting of the Harrold
Civic Ass'n, the Playhouse is again having
shows on Saturday and Sunday nights. Arnold
Ziegler attended the meeting so both the
management and Harrold businessmen could
sit down and discuss the continuance of motion
picture entertainment in a town as small
as this. All local organizations were urged to
refrain from scheduling conflicting entertainment
on the theatre nights to give it every
chance to remain open. Businessmen agreed
to sponsor a cash giveaway for the reopening.
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50 BOXOFTICE :
: November 24, 1951

Hawarden, la..
Comet
Is Gutted by Flames
HAWARDEN, IOWA — Fire gutted the
Comet Theatre here. The blaze was discovered
at 3 a. m. by Carl Milligan, who lived
in the basement. Firemen brought it under
control an hour later. Owner Harry Lankhorst
jr. estimated damage to the building
alone at between $8,000 and $10,000, partly
covered by insurance. Lankhorst said the
damage estimate did not include loss of seats,
carpeting, amplifiers, screen and fixtures. The
owner is investigating the feasibility of remodeling
and re-equipping the house.
HUMBOLDT, IOWA—No shows are
being
shown at the Humota Theatre here until the
wall, damaged in a recent $50,000 fire next
door, is repaired. The theatre was closed two
days following the fire, then reopened. However,
the manager, Fred Meyer, feels that in
case of heavy rain, for instance, the wall
might be dangerous, and he has decided to
take no risk. Clarence Green of Des Moines,
who with his mother, Mrs. C. E. Green of
Humboldt, owns the building, has been here
investigating the damage.
ANITA, IOWA—The big job of redecorating
and rebuilding the Anita Theatre after its
damaging fire, has been started. Manager
Tom Miller said it is necessary to repair the
wiring, rebuild the stage and front end and
paint and redecorate the entire interior.
About 125 seats are to be refinished. While
this work is going on, the machines will be
cleaned and overhauled. Miller says he hopes
he can reopen early in December.
Orpheum at Rock Valley
Is Sold by John Nebben
ROCK VALLEY, IOWA—Mr. and Mrs.
John Nebben have sold the
Orpheum Theatre
to Waldemar Weverstad of Centerville,
S. D. Weverstad, owner of the Broadway at
Centerville and publisher of the Centerville
Journal, will take possession November 1.
Mr. and Mrs. Nebbens plan to move to a
warmer area because of his health. The
couple has operated the theatre here for
many years. The new owner will continue his
activities at Centerville and will place a manager
at Rock Valley.
War Wounded in Free
MINNEAPOLIS—The Cloud Drive-In at St.
Cloud won a pat on the back from Cedric
Adams, Minneapolis Star columnist and radio
commentator, in his In This Corner column,
for bringing patients from the Veterans
hospital to the ozoner every Thursday night
as its guests. Manager Larry Buck lined up
different automobile dealers to provide cars
' for transporting the patients and for restaurants
to kick in with free meals after
the show.
Legion Post Quits Theatre
GRETNA, NEB -Mcniber.s of Sprnigflcld
Legion Post 143 have decided to go out of
the theatre buslne.s.s as members who have
been operating the equipment at the Springfield
Theatre are too pre.ssed for time to continue.
The equipment was offered for sale
and the Legionnaires hope someone in Springfield
will decide to take over the operation
of the theatre as they believe It is an a.sset
needed in the community. Final shows under
the old management were October 27, 28.
Scott Kent to Moberly
MOBERLY, MO.—Scott E. Kent, who has
been manager of the Dickin.son Theatre at
Mission, Kas., is the new manager of the
Dickin.son here, succeeding Mrs. Lee Lemond,
who has resigned. Before entering show bu.siness,
Kent was with the traffic safety section
of the Illinois state police for nine years. He
is a native of Green City, Mo., and has
traveled over this section.
DON'T WAIT
Earl Perkins Back at WB;
Don Fuller to Bay City
MINNEAPOLIS — Earl Perkins, longtime
the company
Warners salesman, has rejoined
here after a lengthy absence during which
he was engaged in his own busine.ss. He succeeds
Bob Long as office manager. Long return.s
to the New York home office.
Don Fuller, RKO salesman, has been transferred
to the San Francisco branch. He'll
be replaced by Don Halloran, formerly with
Warners and more recently with Reid-Ray
Films.
Jackpot Days Held
DYSART, IOWA—The Avon Theatre, together
with the merchants of Dy.sart, is sponsoring
Jackpot Days in Dy.sart in which prizes
donated by the businessmen are awarded in
connection with "Hit the Jackpot." Fifty
merchants are cooperating and "Jackpot Days
will culminate with the three-day showing of
the picture.
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Scronton, Iowa, Rex Sold
SCRANTON, IOWA—The Rex Theatre here
has been sold by Gail Ambrose to Nick Bermel
of Ponca, Neb. Mr. and Mi's. Ambrose, who
have operated the Rex for the last two years,
plan to continue to reside here. Bermel has
been in the theatre business in Ponca.

. . . Jack
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KANSAS CITY
Tleverly Miller, Leavenworth. Kas., theatreman,
stopped in at the BOXOFFICE
plant this week to offer an official denial
that the pig which he has on display at
his theatre is "on loan" from Missouri Theatre
Supply Manager L. J. Kimbriel. "I
bought that pig," said Miller, adding that
with the pig in the theatre lobby his popcorn
sales had shown a big increase. It's
amazing, said Miller, how many people stop
to feed the pig and to talk to him. He said
he was staging a pig giveaway for November
30 and that he would give the animal to
the person who guessed the exact weight
of the pig. "If they don't guess the exact
weight," he said, "I'll keep him."
George Shuster is new shipper at 'Warner
Bros, here, replacing Roy Hurst, who was
shifted to the booking department. Robert
Jennings, whom Hurst replaced as booker, re-
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signed to go with an insurance company
Langan, branch manager at Universal,
last weekend said that he had a
notion to give girls on the U-I bowhng team
a medal. The U-I team, then in bottom place,
won three games straight from the topranking
Hartman Allstars a week ago.
RCA Service Co. employes here received
a letter from Charles D. Houchen recently.
Houchen, formerly field engineer in the Mo-
Cook, Neb., and Minneapolis territories, now
is on military leave of absence and is a
captain in the signal corps, now stationed on
the Korean front lines . . . E. D. Van Duyne,
RCA Service district manager, and Joe Moore,
district supervisor, returned from St. Paul,
where they inspected installation of new
RCA theatre television at the Paramount
Theatre.
Archie Speak, RCA field engineer, who has
been very ill, has been released from the
hospital and is at home in Torrington,
Wyo., recuperating. He is expected to return
to work about January 1.
Thomas L. Mooney, RCA field engineer in
St. Paul, is father of a son, Michael Thomas
Stulz, western Kansas salesman
for Columbia and operator of the Plaza at
Clyde, was in town Friday . Ferris,
Columbia booker, is in the hospital . . .
Don Clark, another Columbia booker, resigned
to join the staff at Paramount . .
.
Jules Serkowich, midwest division exploitation
manager, Chicago, visited the local Columbia
exchange. He discussed the forthcoming
opening of "Sirocco" (25) at the Midland
with Managing Director Howard Burkhardt.
Bob Shelton, general manager for Com-
. . .
monwealth Theatres, was out of town last
weekend Bob McKinley, booker at Republic,
was on vacation and booker Johnny
Scott was moved out of the booking office
while a redecorating job was completed at the
exchange . . . Phil Blakey, manager of the
Riverside Drive-In, said that "Mom and
Dad" completed a 12-day run at the Riverside
and eight days at the Crest. The Crest
was shuttered for the winter Sunday (11)
and the Riverside makes its seasonal exit
Sunday (25).
Visitors on Filmrow were Ed Henrich,
Towne, Olathe; Mr. and Mrs. S. P. Batman,
Oregon, Oregon, Mo.; Lily Welty, Midway,
Hill City; Gene Michaels, Braymer, Mo.;
George Nescher, Valley Falls; Tom Spurgeon,
Stanberry; J. Leo Hayob, Marshall;
Joseph Green, Roxy. New Franklin; Bill
Bradfield, Roxy, Carthage, and J.
Sedalia,
Mo.
T. Ghosen,
Arthur Greenblatt, Lippert general sales
manager, New York, was in the local exchange
to visit with Manager R. R. "Tommy"
Thompson . . . Eddie Golden, head of Golden
Booking Agency and owner of the Vogue
Theatre, has been featuring an art exhibit
in the theatre lobby in keeping with the
new art policy of the house. The exhibit by
mid-American art students has attracted
much attention. Golden said, and two sales
have been made.
Max Reno has purchased the Jet Theatre
at Grandview, Mo. Reno, who is new
to the industry, is a senior captain for
Trans-World airlines and is on leave. He
and his wife Betty are friends and former
neighbors of Mr. and Mrs. Arthur de Stefano
and own a home in Overland Park. The
Renos have four children. Reno plans further
improvements to the 210-seat Jet . Arthur
de Stefano, wife of the head of National
Theatre Supply, was expected to return home
from Menorah hospital this week.
Unique, Barn-Style House
Is Purdin's First Theatre
BROOKFIELD, MO.—The Movie Barn,
Purdin, Mo.'s first theatre, was dedicated
with two shows attended by approximately
500 persons. Craig Beckett, manager of the
theatre, had a Technicolor booking for the
formal opening and ten baskets of groceries
were given away.
The theatre is located on Highway 5 just
north of the Purdin Mercantile Store. It is
a 32x56-foot structure and decorated in barn
style. Included in the decorations are two old
wagon wheels, one outside the building and
the other in; a wolf head, an old time wheat
cradle, horse collars and pads. The electric
light fixtures are lanterns. Beckett said the
theatre would seat about 600 persons and pictures
will be shown on Wednesday and Saturday
evenings. There was both an afternoon
and evening show for the dedication.
BOWLING
KANSAS CITY—Standings remained unchanged
among top teams of the Filmrow
bowling league in both the men's and women's
divisions.
Men's league standings;
Team Won Lost Team Won Lost
Hilz Theatre 27 6 Film Delivery 2 16 17
Michael's 20 13 Fox Terriers 14 19
MGM 17 IS Film Delivery 1 12 21
Fox Trotters 16 17 Screenland 10 23
Women's league
standings:
Team Won Lost Team Won Lost
Hartmon's 23 10 U-I 14 19
Finton Jones 22 11 Columbia Gems 12 21
Foxy Five 17 16 C.S. Bureaucrats 11 22
Bill White to Colfax
COLFAX, IOWA—Bill White of Dallas,
Tex., has taken over the management of
the Star Theatre here. White has been in
the theatre business ten years, starting as
an usher. Frank Gentry, who has been in
charge of the theatre for the last three
years, has resigned to go into radio and
television repair work.
• Many theafres are
under-insured— is
yours?
Let Me Inventory Your Equipment
So You Will Be Sure
FINTON H. JONES
Serving you since 1918
Phone HA. 3461 Kansas City 6, Mo.
I'*
52 BOXOFFICE :: November 24, 1951

aptaiD
'Pat,
William Truog Dies;
UA Kaycee Manager
KANSAS CITY — William E. Truog, 71,
branch manager here for United Artists
Corp., died last weekend
at his home after
an illness of more
than a year. Services
were held Monday (19)
at Stine & McClure
chapel, with interment
in Mount Moriah cemetery.
Ti'uog started in
the
film distributing business
here in 1917 as
manager of the World
Film Co. He went to
Wniiam E. Truog the Goldwyn Film Co.
as its district manager in 1920 and was
district manager for Universal from 1924
to 1928. He had been with United Artists
since 1928.
He was born in Chillicothe, Mo., and moved
here in 1900 to work for a typewriter company
and was city manager for the typewriter
firm before entering the film business.
His wife, Mrs. Margaret Saunders
Truog, died in 1950.
Truog had a collection of about 800 autographs
of famous persons, a hobby he started
when he was 16. Signatures include those of
William Jennings Bryan, William F. "Buffalo
Bill" Cody, Edwin Rostell, actor, and Frank
James, the bandit. John Phillip Sousa wrote
a bar of music above his autograph and
other signatures were those of Cassius M.
Clay, former minister to Russia; Queen Victoria,
Grover Cleveland, William McKinley,
Theodore Roosevelt, Admh-al Dewey, Andrew
Carnegie, Thomas A. Edison and James
Whitcomb Riley.
Truog was a charter member of the Country
Club Christian church and in World War
11, he was chairman of the war activities
committee of the film industry here. He is
survived by his mother, Mrs. John Bammer,
Topeka; four sons, William E. jr., Daniel,
Morton and John; a daughter, Mrs. George
Haydon, a brother and a sister.
Pallbearers for the services included Guy
L. Bradford, UA salesman for many years,
and Albert Adler, MGM assistant branch
manager. Honorary pallbearers included
Arthur Cole, industry representative, Paramount.
Drive-In for Marshfield
MARSHFIELD, MO. — The Skyline cafe
building and about three acres of land have
been sold to Mr. and Mrs. Lloyd Schmidt of
Niangua by Herman Pearce. They plan to
build a drive-in theatre. It was reported
George and Jean Barnes will continue to
operate the cafe, which will be nearby the
theatre. The land sold will not interfere with
the golf course or airport. Only one green
will have to be moved.
R. L. Conn Is Speaker
GLADBROOK, IOWA—R. L. Conn, 20th-
Fox manager in Des Moines, spoke at the
Gladbrook Commercial club luncheon recently
on "The Movies and Your Community."
Hove you signed the 19S1 Xhristmos Solute' to
your Variety Clubs-Will Rogers Memoriol hospital?
Martin and Lewis Signed
For Twin Cities Show
MINNEAPOLIS—Harry 3. French, Minnesota
Amusement Co. president, now has a
contract signed for the personal appearance
of the Martin and Lewis stage show at the
Radio City Theatre here the week of February
22. The engagement will make amends
for the stars' failure to appear at Radio City
earlier this year.
An agreement was reached after long negotiations
and Martin and Lewis were to have
come to Minneapolis this month. Picture
commitments that will keep them busy until
the middle of February, however, cau.sed them
to ask for another postponement. During this
year's personal appearance tour, Martin and
Lewis smashed boxoffice records at all theatres.
A boost in admission prices to $1.50
at night had been fixed at Radio City for the
unfilled engagement. As compensation, they
will receive 50 per cent of the gross from the
first dollar while providing the balance of
the stage show.
Olivia DeHavilland Sees
Minimum Threat From TV
MINNEAPOLIS—Appearing at the Lyceum
Theatre in the Shaw play, "Candida," film
star Olivia DeHavilland told newspaper reporters
that she regards television as a challenge
rather than a threat to motion pictures.
Its effect probably will be fewer but better
pictures, in her opinion. "Television now seems
a godsend to many working people," said the
star. "Think of the trouble and expense it
saves—baby sitters, parking and things like
that. But after so long a time there comes
a day when these people just have to get out
of the house.
"Accordingly, the great directors and producers
like Ella Kazan, William Wyler and
Darryl Zanuck have nothing to worry about.
They'll go on producing great pictures and
people will go on wanting to see them."
Films Trap Chinese Reds
Even Chinese Communists are movie fans,
according to Cpl. Harry E. Richardson, Route
2, CollinsvUle, 111.
"Our company was watching a movie not
long ago, and after it was over we noticed
there were four very unusual uniforms in the
audience. They were Communists who came
off the hill and mixed in with the crowd," the
38th regiment soldier explained.
Doughboys held the entertained strangers
until a prisoner detail came and took them
prisoner.
Assistant and $900 Disappear
MINNEAPOLIS—Two days after he was
employed the assistant manager of the Northtown,
local independent neighborhood house,
disappeared. With him disappeared S900 in
currency from the safe, according to Manager
Jimmy Gottlieb's report to the police.
New Seats at Ute, Iowa
UTE. IOWA — Leather upholstered seats
have been installed at the Star Theatre here
by Tim Elliott, owner.
London
Lizabeth Scott to
Lizabeth Scott will star opposite Paul Henreid
in the English-made film, "The Stolen
Face," a Paramount picture.
CONFER ON 'YONDER'—Officials
of
the strategic air command and Trl-States
circuit of Omaha flew to Hollywood to
confer with Herbert J. Yates, president,
and other Republic officials on arrangements
for the three-day salute to the air
command next week (27-29) which will
culminate with the world premiere of Republic's
"The Wild Blue Yonder." Omaha
is the birthplace of the B-29, which is
glorified in the film. Left to right are
William Miskell, Tri-States di.strict manager;
Yates and Col. .Alfred F. Kalberer.
Princess in Oskaloosa
Changing to Bus Station
OSKALOOSA, IOWA—The Princess here
soon to become a bus depot and taxi stand.
i.s
Staak and Pierce Theatres, Inc.. has signed
a long term lease with the Greyhound Bus Co.
for use of the Princess building. The front
40 feet of the theatre will be remodeled to
accommodate the new tenants, according to
Bruno Peirce of the theatre company. Seats
in the Princess have been sold to various
churches and theatres. The Princess was
opened by the late W. I. Neagle about 40
years ago after he had closed his grocery
store. It was popular for many years as a
motion picture and vaudeville house.
The Netherlands Foundation for Distribution
of Educational Films produces its own
films and rarely imports any.
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BOXOFFICE :
: November
24, 1951 53

. . Lou
.
Otto Swcmson Elected
As Renwick Co. Head
RENWICK, IOWA—Officers of the Renwick
Amusement Co., operator of the Ren Theatre,
have been elected. They are Otto Swanson,
president; Thomas Gimer, vice-president; L.
W. Heetland, secretary, and Raymond Gorrell,
treasurer. The following directors were
elected: Dr. W. H. Long and Dr. N. R.
Yarbrough, each to serve one year; Dale
Cole, M. M. Green and A. H. Goettsch, to
serve for two years.
Officers and directors were named at the
first annual meeting of the stockholders. The
theatre has just reopened under the management
of Jeanette Darland. A temporary
board of directors had been serving while arrangements
to reopen the theatre were being
made.
Scheinosts Buy in Lyman
LYMAN, NEB.—The Lyman Theatre reopened
with a Saturday afternoon free show
following its purchase by Mr. and Mrs.
Charles Scheinost. They spent a week getting
the house ready for reopening. The new
owners will live in an apartment in the theatre
building and plan to exhibit every evening
except Tuesdays at 7 p. m., with a Sunday
matinee at 2:30. All program changes
will be for two nights.
Hove you signed the 1951 Xhristmos Solute' to
your Vorrety Clubs-Will Rogers Memorial hospital?
^
Suit Over Bank Night Award
EMMETSBURG, IOWA—Claiming to have
won a bank night award of $200 which was
not awarded to her, Mrs. Robert Schossow
has brought suit for that amount against the
Iowa Theatre manager here. Mrs. Schossow
testified in district court here she was present
the first night of a drawing, making her
eligible for the second night's drawing at
which her name was called but at which she
was not present. Her attorney argued before
Judge Fred Hudson that the theatre assumed
the contract to pay Mrs. Schossow, but Bob
Davis, theatre manager denied any such contract.
The case has been taken under advisement
by the judge.
New Projection Installed
SWEA CITY, IOWA—Modernization of the
theatre here has been completed by Milo
Svendsen, manager, with the installation of
new projectors. Earlier improvements include
a new sound system and the addition of restrooms.
Exhibitor Ben Hill
Stricken
MEADOWLANDS. MINN.—Ben Hill,
owner
and operator of the theatre here the last
three years, died from a heart attack. A
widow and son survive and will operate the
showhouse.
Motion picture studio equipment in France
is in rather poor condition owing to the financial
situation of most of the studios.
DES MOINES
plans are shaping up for the second allindustry
Christmas party to be held December
7 at the Standard club. Roger Kent
and his orchestra have been engaged to plaj
for dancing during the evening. Tickets wU;
be $4 per person, and chairman Milt Feinberg
urges everyone to attend and enjoy the
fun that is promised by the committee . .
William Porter, auditor, was at Monogram
. . . Shirley Shoafstall, former NSS employe,
is the mother of a baby daughter . . . Roy
Hauser, son of MGM shipper Chet Hauser,
is new NSS shipper . . . Ilene Perin, Paramount,
spent the weekend in Waterloo.
The good wishes of Filmrow go with Elmer
Van Buren, former NSS shipper, as he leaves
for army duty. Dorothy, his wife, will keep
the home fires burning and continue her
work as booking stenographer at Paramount
during Van's absence . . . Al Altshuler, Columbia
salesman, is in California on a twoweek
leave of absence . . . Ida May Sandberg
is a temporary inspector for MGM . . .
Mable Magnusson. Universal manager's secretary,
journeyed to Minburn to spend Thanksgiving
day with her mother.
Fern Bitting, Warner inspector, is back on
the job after an illness of several days . .
Mildred Holden, Universal cashier, cooked
turkey for her family reunion which included
a visit from her daughter who attends school
in Sioux City . Levy, Universal manager,
visited in Dubuque . . . The sneak preview
of "Bright Victory" was held Monday
night and Levy expects big things from the
Universal picture.
-.10
Liisiiv
••

J
CAROLINAS TOA ASS'N ELECTS
BOB BRYANT NEW PRESIDENT
Time for Industry to Stop
Apologizing, Asserts
Ray Colvin
CHARLOTTE—After warning that much
theatre equipment, although plentiful now.
was being manufactured under government
restrictions and some items might run out before
long, Ray Colvin, president of the Theatre
Equipment Dealers of America, asserted
it's time the motion picture industry stopped
hanging "its dirty linen" before the public.
Speaking Monday at the 39th annual convention
of the Theatre Owners of North and
South Carolina in the Charlotte hotel here,
Colvin asserted:
"The industry cries of distress must cea.s?
. . . You
else the public will begin to believe motion
pictures really is a dying business
have nothing to apologize to the public for.
so it is time to quit being apologetic."
BOB BRYANT ELECTED
Bob Bryant, Rock Hills, S. C, exhibitor, was
elected president, succeeding Puller Sams of
Statesville, N. C. Sams and Harold Armistead
of Easley, S. C, were elected vice-presidents.
Named to the board of directors were H. F.
Kincey, Worth Stewart and J. Francis White
of Charlotte; Alfred Starr of Nashville, Tenn.;
Roy Rowe of Burgaw, J. H. Webster of Elizabeth
City, Albert Sotille of Charleston, Howard
Anderson of Mullins. H. E. Buchanan of
Hendersonville, George Carpenter of Valdese,
Harvey of Clover, Harry Cooke of Mount
Olive, Howard McNally of Fayetteville, and
W. H. Hendrix jr. of Reidsville.
The lobby and meeting rooms of the hotel
were gaily decorated with all kinds of Movietime
U.S.A. banners. Other opening-day
speakers included Mitchell Wolfson, Theatre
Owners of America president: Albert Starr of
the Bijou Amusement Co., Nashville, Tenn.,
and Gael Sullivan, TOA executive director.
(See preceding pages in this issue for summaries
of their talks.)
Wolfson related that under plans now
under way, television will be available to theatres
by way of six channels, contingent, of
course, on approval by the FCC. He warned
that theatre television is a long-term investment
at best, from which no immediate returns
can be realized.
President A. Fuller Sams jr. introduced the
speakers.
anxious to serve all exhibitors, Wolf-
one theatre as
well as the owner of a circuit of 100 or more
situations. He pointed out that this service
can be supplied only through regional organizations,
such as the TOA, and not through
one central group.
He hailed the reduction of taxes to permit
relief to children on the lower-bracket prices,
saying that until now the young people from
12 to 20 had been a neglected audience as far
as taxes were concerned.
Scott Lett disclosed he had been appointed
exhibitor chairman for the Will Rogers Memorial
hospital fund drive in the Charlotte
ANXIOUS TO SERVE ALL
TOA is
son emphasized, the owner of
area, and he appealed to the exhibitors to
Presidents of two national organizations and two executive officers are included
in the group posing at the registration desk (top photo) at the convention of
the Theatre Owners of North and South Carolina. Standing, left to right: Jack
Jackson, National Screen Service; Herman Levy, TO.\ counsel; Mitchell Wolfson,
TOA president; Gael Sullivan, TOA executive director, and Ray Colvin, president
of the Theatre Equipment Dealers Ass'n. Seated at the typewTiters are Doris
Strange, Mrs. J. B. Erskine and Ruth Cockrill.
Bottom photo: Howard McNally, Boulevard Drive-In, Fayetteville, N. C; V. D.
Holder, drive-in operator; Jack Reville, MGM Charlotte manager; Jimmy Earnhardt,
Edenton, N. C; Charles Utley, Statesville, N. C, and Bob .Agle, Boone, N. C.
help obtain contributions from all theatre
operators and staffs.
Everett Olsen, publicity chairman for Movietime
in the Carolinas, reported that more than
800 inches of free space, 500 of it on the
front pages, had been obtained from newspapers
and more than 100 hom-s of free time
on the radio in behalf of Movietime. He
cited Bob Saunders and Howard Anderson
for special commendation for their work in
the campaign.
Hundreds of Carolirfa theatre owners came
early to the convention, many arriving Sunday
morning. For the early arrivals the
facilities of the Charlotte Variety Club were
available. At 6:30 p. m. Sunday, the Pepsi-
Cola Co. was host at a cocktail party in the
Charlotte hotel.
The Charlotte hotel lobby was gaily decorated
with pennants and banners of Movietime
U.S.A. Mrs. Walter Griffith, executive
secretary, said it was the first time the lobby
had been decorated for the theatre convention.
Committeemen worked all day Sunday
to decorate the ballroom for the banquet and
dance for Monday night. Equipment dealers,
candy and popcorn dealers and other firms
held open house in their suites in the hotel.
An early arrival was President Wolfson of
the Theatre Owners of America, as were
Herman Levy, the general counsel: Sullivan,
executive director, and Claude Lee of MPA.
The Pepsi-Cola party was attended by 325
who crammed into the hotel's civic room in a
steady stream between 6:30 and 7:30 p. m.
The crowd was so dense that hotel waiters
were forced to place tables in the hotel lobby
to seat all the guests. Peter Warren, New
York, representative of the Pepsi-Cola Co.,
was host at the party with H. B. Fowler,
president of the Charlotte Pepsi-Cola Bottling
Co.
Rumors were heard that Roy Rowe of
Burgaw, former state senator and representative
and prominent in state political circles
for years, soon would announce for lieutenant
governor. Rowe, however, would not
comment on these reports and said that he
would announce his plans at some date in the
future.
BOXOFFICE November 24, 1951
SE
55

Sfocciai /4(iKau9iceme«it
PARAMOUNT PICTURES CORP.
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T^

Picture Trademark Gone;
Stage Is First Love Now
NEW ORLEANS—Two film stars who
soared to fame in different directions, Veronica
Lake and Lawrence Tibbett, have completed
a week's run here starring in the
stage play. "Peter Pan," at the Civic Theatre.
Miss Lake, whose famous blond locks threatened
to obliterate one eye under Hollywood's
glamor treatment, was completely shorn of
the flopping hairdo of the screen to play the
part of Peter Pan. Her hair is a dull blond,
as though it had never seen a proxide bottle
and she was devoid of makeup when interviewed.
Reporters blinked when the tiny
5-foot, 2-inch actress greeted them.
"I have to go to a man's barber to get a
hair cut," explained Miss Lake.
She related her secretary's experience in
making the first appointment at the barbershop
because, she said, the barber insisted
that she go to a beauty parlor. The over-theeye
coiffure, she explained, became her Hollywod
trademark quite by accident. Like other
actresses, she wore her hair in an 18-inch bob
for film roles. It happened that the wave in
her hair broke just over her eye.
"After that it became a publicity stunt and
was soon my trademark, like F.D.R.'s long
cigaret holder," she added.
The agile little actress who flies over the
stage in her current play said that her chief
hobby is her family, which includes husband,
Andre DeToth, a freelance movie director,
and three blue-eyed, blond-headed children-
Elaine who is 10, Michael 6 and 3-year-old
Diana. The actress, who tips the scales at
a mere 96 pounds, plans to make the stage
her mainstay, with a few screen roles thrown
in.
Her preference for the stage is shared by
Tibbett. The famed baritone, who plays the
double dramatic role in "Peter Pan" of Captain
Hook and the father of the children
who go roaming into the Never Land, said the
theatre is his first love.. Older now than the
days when his vibrant voice captured the motion
picture public in such films as "Blue
Moon," the Metropolitan Opera star has lost
none of the charm which has made him famous
with audiences.
Theatre Gets Warning
FT. LAUDERDALE, FLA.—The Little Theatre
of Ft. Lauderdale, which uses the Flight
Deck Theatre at the naval air station, has
been ordered to clean up. The theatre is
cluttered with stage props and other articles
and fire extinguishers are not easily accessible.
It is deemed a fire trap and president Ben
Short has been notified to clean up or
close
up.
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HART
T H. THOMPSON, president of Motion
BEATS
.By HARRY HART.
Picture Theatre Owners of Gergla, said
about 50 exhibitors
attended a meeting
of MPTO members
held in Atlanta
Wednesday a4).
Thompson said that
figures were presented
as evidence
that no theatre which
grossed less than $1,-
000 could pay 40 per
cent film rental and
survive. Thomp.son
said the figures were
taken from records of exhibitors and offered
as added evidence that there was much to be
gained from discussion and grievance panel
meetings.
A date was tentatively set for the next
MPTO convention sometime between March
1 and April 15. Plans for the convention
call for ticket sales to start by December 15
and to end by February 1.
* *
Bernie Shapiro and his wife of Triangle
Poster Co. made a business trip to Philadelphia
and New York. Ronnie Otwell of
Martin Theatres said that L. C. Hanks had
been transferred from Etowah, Tenn., to
Griffin, Ga.. to become city manager. He
was succeeded by E. M. Zimmerman.
Don Walsh now is managing the Cobb Theatre
in Marietta, Ga. When you buy a package
of cigarets in a Martin Theatres concession
stand you receive a book of matches
with a picture of Marty Mart, the Martin
theatre trademark. Marty Mart is shown on
the back of the cover flashing a picture on
the screen, which reads "Martin Theatres
present the best in motion pictures." On the
front of the cover he is shown unrolling a
strip of film which reads : "It is always Movietime
with Marty Mart."
The Martin circuit now is aiding the copper
drive by saving copper drippings from burned
carbons. The chain also is mailing copies of
its house organ, the Martin "IMpster. to all
former personnel now overseas.
C. L. Patrick, general manager for Martin
Theatres, .said circuit hou.ses now are running
date strips on the ends of trailers advertising
forthcoming attractions.
. • •
When the Melody Drlve-In, Thompson, was
Manager Charles Traylor was moved
clo.sed.
to the Cadet Drive-In, Milledgeville. Charley
Clark of Jackpot Quiz nite made a business
trip to the Memphis area.
Bill Kelly of U-I was a visitor in Nashville.
Rainy, cold weather slowed busine.ss to little
more than a snail's pace in drive-ins
across Georgia and eastern Alabama.
Florida Theatre Sold
ST. AUGUSTINE. FLA—The old Florida
Theatre has been sold by L. O. West to E. D.
Ramos of Jacksonville.
Child of Year Contest
RAYNE, LA.—Joy Acadia Theatre is conducting
a "1951 Child of the Year" contest
for babies to 12-year-old children. Their
photos, in natural color poses, w^ill be shown
on the screen of the Joy Acadia Theatre,
Florida's mST Supply House
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BOXOFFICE :
: November
24, 1951
57

. . Herb
. . General
MEMPHIS
Exhibitors and distributors met at Paramount
to lay plans for raising funds for
the Will Rogers Memorial hospital, an annual
Christmas affair. Herb Kohn, Malco
Theatres executive, was named exhibitor
chairman and N. J. Colquhoun, Columbia
manager, distributor chairman . . . Frances
Jackson, head booker, Columbia, and J. D.
Blankenship, businessman, were married at
Joseph's Catholic church.
St.
J. K. Jameson sr., Ritz, Bald Knob, and
his son J. K. jr., Belinda, McCrory, were
among the Arkansas exhibitors in Memphis.
Others included Gordon Hutchins, State,
Corning; Roy Cochran, Juroy, North Little
Rock: Jimmie Singleton, New, Marked Tree:
Malcolm Everett, Arkansas, Mammoth
Springs: W. L. Landers, Landers, Bate.sville,
Ned Green,
and D. D. Flippin, Dell, Dell . . .
Legion. Mayfield, Ky., was in . . .Onie Ellis
and his sister, Amelia Ellis, who operate the
Mason at Mason and the Frayser Drive-In
on Highway 51 near Memphis, were among
visiting Tennessee exhibitors.
John Tedesco is the new assistant shipper
Prank W. Carter, branch
at Warner Bros. . . .
manager, Warner Bros., is back from a
company sales meeting in Atlanta . . . Edward
Sapinsley, Melco, was elected president of
Memphis Community council, social agency
. . . Mississippi exhibitors booking on Filmrow
included Mrs. Marvin McCuiston, Princess,
Booneville; C. H. Collier, Globe, Shaw; Bern
Jack.son, Delta, Ruleville: C. N. Eudy, Hous-
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ARTHUR LEAK Theatre Specialists
3305 Carutli. Dallas, Texas
Telephones: EM 0238 • EM 74S9
CONFIDENTIAL CORRESPONDENCE INVITED
58
MONARCH
Theatre Supply, Inc.
Neil Blount
492 So. Second St.
Memphis. Tenn.
ton. Houston; Mrs. Clara Davis, Globe, Shaw;
Paul Myers, Center and Strand, Lexington;
J. F. Wofford, Eupora, Eupora: J.C. Bonds,
Von, Hernando; C. N. Eudy, Houston, Houston;
Jack Watson, Palace, Tunica, and Fred
Crawford, Ashland, Ashland.
. . . Edwin
.
M. A. Lightman jr., Malco Theatres, made
a business trip to Nashville
Sapinsley, Malco official, visited relatives in
Nashville Kohn, Malco official,
went to Oxford, Miss., to see the Tennessee-
Ole Miss football game . . . Loew's State gave
"Quo Vadis" at an invitational showing
Tuesday. The general showing followed the
next day. MGM and the State jointly sponsored
the opening night's presentation.
Robert West, Rex, Centerville; W. F. Ruffin
jr., Ruffin Amusements Co., Covington,
and Louise Mask, Luez, Bolivar, were other
west Tennessee visitors . . . R. B. Cox, owner,
has rebuilt his Batesville Theatre, Batesville,
Miss., which was destroyed by fire almost
two years ago. It opened November 15. Exhibitors
Services in Memphis represent Batesville
. . . The
Paris Drive-In, Paris, Term.,
closed for the season as did the Sundown
Drive-In, also at Paris.
Mrs. Norman Colquhoun, wife of the branch
manager of Columbia, has been elected chairman
for the women's luncheon of Variety
Tent 20 for the next six months. Mrs. C. L.
Rounsaville, Mrs. James Fly, Mrs. H. Nicholson,
Mrs. Ward Carpenter, Mrs. Joe Young,
Mrs. Harry Cherry and Mrs. Hollis Holmes
served as hostesses at last month's meeting.
Last luncheon for the year was scheduled
for November 16 ... A New Year's eve
jamboree will be held from 10 p. m. to 3 a. m.
December 31 at Variety . membership
meeting of Variety Tent 20 will be
held at noon December 3 to elect directors.
Theatre Poster Exchange has entered its
second year of serving exhibitors in this
territory and "Hank" WerUng is all smiles
over the numerous friends he has made since
coming to Memphis from New Orleans a little
more than a year ago.
Motion Picture Theatres in
France
Statistics show that on Jan. 1, 1951 there
were 5,213 motion picture theatres with 35mm
equipment and 1,100 with 16mm projectors in
France.
CONTOUR
CURTAINS
JUlJUW2^Wll{L[L[i V^^—". ( • STAGE AND AUDITORIUM
p. O. Box 1029
INC.
Knoxvllie, Tennessee • MURALS
• THEATRE DECORATING
• RIGGING
• TRACKS
• controls
• l:ghting
• wall fabrics
MOST MODERN STAGE EQUIPMENT STUDIO IN AMERICA
and dimmers
OLDEST CAR DISPLAYED—When
Leonard D. Vaughn, manager of the Alimar
Theatre in Live Oak, Fla., played
"Excuse My Dust" on Monday and Tuesday
recently, he arranged for a 1900
model Stanley Steamer, owned by a local
family and one of the oldest automobiles
in the state, to be displayed in front of
the theatre for a week in advance of the
playdate. The car occasioned so much
curiosity that 10,000 people stopped at
one time or another to inspect it. R. E.
Cannon, president of Cannon Theatres,
owner of the Alimar, said that Vaughn
also worked out a deal with local merchants
to give away an automatic washing
machine and a hot water heater and
he said the entire campaign was wellplanned
and carried out, bringing great
credit to show business in Live Oak,
Jacksonville Florida
Robbed; Bandit Seized
JACKSONVILLE—The Florida Theatre
was held up Saturday night recently the second
time within a year. A man identified as
Jack Boyd of Kansas City, Mo., was captured
three minutes after he got $229 from the theatre
boxoffice.
The cashier, Mrs. Higginbotham, related
that she received a telephone call at 9:55 supposedly
from Boyd's companion who advised
her to give the robber all the money she i
had. As she started to press the button which
rings the alarm in the manager's office, she
was warned: "Don't touch that button. I'm
across the street and have a rifle aimed at
your head. If you don't do as I say, I'll
shoot."
While she was talking to organist Hal
Stanton about the call Boyd stepped up and
said, "I'm the robber," whereupon she rolled
up some bills, put them in a bank sack and
pushed them through the window to him. She
then called the police, and two officers who
were cruising near there immediately seized
Boyd about a block away.
Less than a year ago the theatre was held
up under similar circumstances, the bandits
being arrested about two blocks away. All the
money was recovered.
Annual 'Christmas Salute' — Variety Clubs-Will
Rogers Memorial hospital — November and December
— 1951.
L
/

Audience Expanding
For Adult Pictures
MIAMI—Considerable interest is reported
locally in Filippo Del Giudice's efforts to establish
a southern Florida film producing
industry. His two-room hotel suite is a
veritable museum of motion picture mementoes,
including a photo of the Oscar awarded
Laurence Oliver but turned over to • Del
Giudice for his work on "Hamlet" and
"Henry V."
EMPHASIZE GOOD WILL
The producer was currently in New York
on business in connection with a $250,000 suit
pending against Italian distributors who
failed to deliver certain pictiu-es to him last
winter.
Del Giudice, who departs from formula in
making pictures, was described in the London
Mirror as being "laughed at" when he
broached the subject of"Henry V" as film
material. Vindication of his idea, however,
has been supported by other successes such
as "The River," filmed in India by Ken Mc-
Eldowney who made it contrary to "commercial"
standard.
George Bourke local columnist, pointed out
that this occurred about the time the newly
formed Council of Motion Picture Organizations
was announcing that Hollywood should
stick to "Ma and Pa Kettle" epics and
westerns "because they paid off best at the
boxoffice."
This season, besides "The River," "A
Streetcar Named Desire," "A Place in the
Sun" and the French "Le Ronde" are all
boxoffice successes, and none has the Hollywood
formula. This bears out the McEldowney
contention that up to now the public
has not had much choice but now "the pictures
that are doing the best business are
these adult films . . . Everyone has underestimated
the mentality of film audiences."
Del Giudice, says that the reason for any
crisis which the motion picture may be facing
is not completely television, but the failure
of the producers to realize that the norm of
intelligence of the American people has been
changing during the last 20 years.
CLEANLINESS AND COURTESY
He grants that pictures still must be made
for the public which wants "Ma and Pa
Kettle," but insists
that the increasing number
of filmgoers who want adult pictures
also must be served if motion pictures are
to maintain the hold they have as the
civilized world's No. 1 entertainment and inspirational
medium.
The success of realistic films, such as
"Champion," "The Search," "In Which We
Serve," and examples of classicism such as
"Hamlet," "Great Expectations" and "Cyrano"
indicate definitely that there is a market for
films "which people can believe," as Del
Giudice puts it.
H. N. Hall Shifts to Drive-In
LAKE WORTH, FLA.—Harold N. Hall,
owner of the Boulevard Drive-In, has appointed
Malcolm Estes manager. Estes came
to West Palm Beach in 1933 with Florida
State, managing the Arcade, Paramount and
Palace theatres at various times. In 1945 he
came here to Lake Worth to manage the Lake
and Worth theatres.
John Alsop, Film Pioneer, Relates
Requirements for
JACKSONVILLE, FLA. — John T.
ALsop.
who has been active in the motion picture
business since its birth over 50 years ago, who
has seen radio born and develop Into a great
industry and now is witnessing the growth
of another screen competitor, television, offers
the following guides to success in theatre
operation:
1. Show good pictures, which he thinks
should also include inspirational, educational
and instructional type of films,
which also must be entertaining, he says.
2. Maintain a clean, comfortable theatre
adequately ventilated, operated by a
staff that is unvaryingly courteous.
3. Keep harmony among members of
the staff, and harmony between the
management and the public.
4. Managers should take an active part
in the civic, religious and business life of
their communities.
SUING ITALIAN DISTRIBUTORS
"The importance of managers being on
friendly terms with all city, county and state
officials cannot be stressed too strongly,"
Alsop says, "as they can be of inestimable
value to the industry many times. Goodwill
and harmony between the theatres and the
public, as well as with public officials, should
be emphasized since without it you have
nothing."
Alsop feels that some managers are prone
to book too many cheap pictures which do
not make as much money as the better ones,
and that theatres should show more inspirational,
educational and instructional pictures,
which should also, of course, be entertaining.
Just as harmony is necessary between the
theatre and the public, so it is necessary
within the theatre. If there is not teamwork
and cooperation in a theatre from the manager
down to the lowliest employe, the theatre
cannot function in a manner which will
encourage the public to attend.
Back in 1898 Alsop opened the Savoy, a
five-cent house, and was secretary and treasurer
of the Grand, which charged ten cents
and was owned by the Montgomery Amusement
Co. of which Frank Montgomery was
president.
MORE SEEKING ADULT FILMS
Alsop felt in those days, just as he does
now, that the necessary requirements of every
successful theatre are cleanliness and
courtesy. And from the very beginning, he
has felt that since the theatre is an important
and necessary institution of a city, the managers
should take an active part in the civic,
religious and business affairs of that city.
He lists these institutions in the order of
their importance as he sees them—the home,
church, school and theatre. This places and
important responsibility on the theatre to
be a factor of service and betterment in its
community, he points out.
"The growth and prosperity of a city are
of great importance to the movie industry,"
says Alsop. Probably no one person has done
more to "practice what he preaches" than
he has. When he opened his Savoy here in
1898, Jacksonville had a population of 25,000.
Today the population of Jacksonville and its
environs is 250,000 and many of the big
Success
industries have been brought as a result of
his leadership, including the naval air station,
several paper pulp mills and cigar factories.
In Alsop's earliest days, Jacksonville was
the Hollywood of the U.S.A. with 12 companies
making pictures here. Many of the
stars active then are still remembered today
—Mary Pickford, Alice Nellson, Carlyle
Blackwell. Charlie Chaplin and the first
glamor girl, or vampire, as they were called
in tho.se days, Theda Bara.
When the theatres first opened there were
only one reel pictures with one .serial a week,
each show lasting only 30 minutes. Gene
Gauntier starred in the first picture ever
made of over one reel, a five-reeler called
"From the Manger to the Cro.ss," which was
made here and in the Holy Land by the
Kalam Co., the directors being Sid Olcott and
Bob Vignola.
One of the first pipe organs ever played
in a film theatre played in the Grand Theatre,
bearing out what Alsop still believes 53
years later—that whenever po.ssible there
should be some live entertainment on the
bill.
With S. A. Lynch, Alsop built the Arcade,
Palace and Florida theatres in Jacksonville,
the Olympia in Miami and the Tampa and
Floridan theatres in Tampa.
Alsop served as mayor of Jacksonville for
18 years and made the first speech ever made
over a radio in the state of Florida.
Northtown Robbed Again
TAMPA. FLA.—Two men loitered
outside
the Northtown Theatre late one night recently
until all customers had been cared
for, then approached the doorman and Mrs.
Jeanne Miller, who was in the cashier's cage.
At the point of a pistol they scooped up the
evening's receipts, approximately S80, and
then escaped. This was the second holdup of
the theatre this year. Last July two gunmen
got away with $900.
Now . . . RCA ready
TO STAKE MORE MILLIONS
Find out how the RCA Modernization
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SOUTHEASTERN
THEATRE EQUIPMENT CO.
CHARLOTTE .. ATLANTA ^
JACKSONVILLE .. NEW ORLEANS
BOXOFFICE :: November 24, 1951 59

. . The
. . Booking
NEW ORLEANS
LTarold F. "Babe" Cohen, franchise holder
for Lippert of Louisiana, and his wife will
attend the national convention of Lippert
Pictures at the Blackstone hotel in Chicago
December 27-29. Representing the local
branch will be Robert L. Saloy, office manager;
Roy Nicaud, Louisiana salesman, and
Larry Dufour, Mississippi and Alabama salesman
. Marion Theatre at Columbia,
Miss., was destroyed by fire last week. H. G.
Sullivan, the owner, is using the Ritz Theatre,
another of his operations, as a temporary
replacement.
At Masterpiece Pictures were A. L. Royall
of the Royall circuit. Meridian, Miss.; Harry
Thomas, Pike Amusement Co., McComb. Miss.;
Charles Waterall and his two sons, Charlie
and John, of the Waterall circuit, Pritchard,
Ala., and Tracy Barnett, De Kalb, Miss.
Leonard Hirsch of New York, assistant to
the general sales manager of MGM, is visiting
the local exchange . this week
were Tom McElroy of the Broadmoor Theatre
at Shreveport; Ed Ortte, operator of the
Hiway Drive-In at Bay St. Louis and the
WE HAVE JUST PRODUCED
TRENCH FOLLIES"
BEST ROADSHOW IN HISTORY
Now
WRITE,
WIRE
OR PHONE
Booking
H. G. A R E N S N'S
ROAD SHOW ATTRACTIONS
Charlotte 7, North Carolina
3450 Selwyn Ave. Phone 40-553
THE
NATION'S
No. 1
Legion and Gulf theatres at Gulfport . . .
Booking at Monogram were J. E. Adams,
operator of the Starlight Drive-In, Laurel,
Miss.; Jim De Neeve, Highway 80 Drive-In,
Jackson, Miss.; Ernest Drake, Ideal Theatre,
Ponchatoula; O. J. Gaude, Port Allen, and
Ernest Delahaye, Maringouin.
Joan Huguet, typist-clerk for Paramount,
has announced her engagement to Lennie
Robichaux of Jefferson parish. They plan to
be married some time next year . . . Calling at
the exchange were Mr. and Mrs. Ross Smith,
Decatur Theatre, Decatur, Miss., and W.
Limroth, general manager of the Giddens and
Rester theatres at Mobile.
Local sportsmen braved a sudden blast of
chilly weather, but v;ithout luck as far as
hunting and fishing were concerned. Hunting
in the Hackberry section were Willis
Houck of Joy Theatres, Dan Brandon and
his father. A group from Exhibitors Poster
Exchange reached Grand Isle Friday (18), but
were unable to fish due to 40-degree temperatures
and a 30-mile wind raging in the gulf.
The party included William Cobb, Milton
White, Ralph Reid from the local company
and Henry Werling of the Theatre Poster Exchange,
Memphis.
Frank Olah, owner of the Star Theatre at
Albany, will be in town several days for an
eye operation at the Eye, Ear, Nose and
Throat hospital. He is accompanied by his
wife.
Marion in Columbia, Miss.
Is Destroyed by Flames
COLUMBUS, MISS.—The Marion Theatre
here was destroyed in a fire that caused
an estimated $100,000 loss to several business
houses. The Rebel Theatre was also damaged
by the fire.
Billy Masters to Joy Lan
DADE CITY, FLA.—Billy Masters of Haines
City has been named manager of the Joy Lan
Drive-In. He succeeds Charles Lambert, who
has served as manager since the opening of
the theatre two years ago, and who is now
resigning in order to devote his full time to
his Puritan Drive-in restaurant. Masters
served as relief manager of the Pasco during
the absence of Johnny Jones. The Joy Lan
is a unit of the Floyd chain.
SCREEN
GAME r Q r P / FOUR (4) WEEK
r n C L • TRIAL OFFER
A BOX-
OFFICE
BUILDERfor
OUT-
DOOR
THEATRES
Wnte: SAM GERTZ 414 Wellington Ave. Chicago 14.
'Lady Says No' Debuts
In New Orleans Tudor
NEW ORLEANS—Screen star Joan Caulfield
and her producer-director husband,
Frank Ross, arrived here Sunday (18) for the
premiere of their first picture together, "The
Lady Says No," at the Tudor Theatre Thursday.
^
Dressed in a pink flannel sports suit and
a tiny fur-trimmed hat, Miss Caulfield embarked
on a strenuous round of personal appearances
which included a radio show, three
personal appearances on the stage of the
Tudor during the Thanksgiving opening day
followed by a personal appearance tour
touching ten Louisiana towns.
In downtown New Orleans three Joans, each
a queen in her own right, took part in a
Christmas seal parade, opening the annual
drive of the Tuberculosis Ass'n of New Orleans.
The trio—Miss Caulfield, Joan Bennett
and Joan Morrison, Tulane home-coming
queen—vied with Santa Claus for attention.
Miss Bennett arrived here Saturday to be
guest star of the Fete des Parfums presented
by the Fashion Group of New Orleans Monday
night (19) at the Civic Theatre.
The star was greeted upon her arrival by
wintry blasts at the Moisant airport. She also
was greeted by officials of the sponsoring organization
and a long line of autograph seekers.
While her companion, Margaret Ettinger,
Hollywood publicist, sought shelter in the
airport building. Miss Bennett remained outdoors
signing autographs.
Police who escorted Miss Bennett's limousine
to the Roosevelt hotel asked if she would
like the sound effect of sirens.
The star made her first public appearance
here when she turned on perfume fountains
on the neutral ground of Canal street at noon,
opening festivities of the Fete des Parfumes
extravaganza, dramatizing the perfumes of
the great houses here and abroad.
Beach Drive-In Closed
JACKSONVILLE BEACH, FLA. — The
Beach Drive-In has been closed for the season.
Manager L. F. Smith invited all his patrons
to enjoy the comforts of the Beach
Theatre during the winter months.
Hugh Burger at Savannah
SAVANNAH, Ga. — Hugh L. Burger has
been named manager of the Montgomery
Drive-In at Savannah.
New Drive-In at
Houston, Miss
HOUSTON, MISS.—A new drive-in theatre,
known as the 8 Drive-In, opened late
in October. It is located two miles east of
Houston on new Highway 8.
WHEN YOU NEED
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I
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i

ATLANTA
\risitors on the Row: Horrold Popel, Riviera
and Palace theatres, West Palm Beach;
Jimmy Jarrell. Ritz and Rozy, Commerce, Ga.;
Ernest Ingram, Ashland, Ala.: O. C. Lam
and Walt Griswold, Lam Amusement Co.,
Rome: S. C. King and Will Murrell, Houston
Theatre, Dothan: Messrs. Silversteen and
Bevel, Oak Ridge Theatres; C. A. Drake,
Pearson, Ga.; Bob Dunn, Camilla, Ga.; W. W.
Hammonds and Col. T. E. Orr, Albertville;
John Hackney, Porterdale; Frank Thompson,
Tuskeegee; R. B. House, Oxford, Ala., and
Ed Diemmer, Starlight Drive-In, Brunswick,
Ga.
. . Eddie
R, J. "Hap" Barnes of the ABC Booking
Agency, checked in from Knoxville and immediately
left for Jacksonville. Cliff Willson,
also of ABC, just returned from a business
The Mountain Theatre in
trip to Florida . . .
Stone Mountain has been reopened after
being closed three weeks for complete overhauling
by owner J. L. Owens .
Brauer of Republic and A. C. Cowles, booking
. .
agent, went to St. Simon's island for a fishing
trip as the guests of E. K. Cargill, owner
of the 41-Drive-In, Macon . John Dumphy,
National Theatre Supply Co., reports that
Ernest Ingram has installed new Peerless
Lamps and Hertner generator in his Ashland,
Ala., house.
Community Theatres of Atlanta has purchased
the Ponce de Leon Theatre from the
Bach estate . . . Fay Jones of Columbia had
set her wedding date for December but she
and fiance Webb Bermilga slipped quietly
away and were married November 17 in
Crawfordville, Ga. . . . Milton Cohen and
Rube Perlman, U-A home office, were at the
local
office.
Mrs.
L. C. Yoemans of the Magnolia Theatre,
Titusville, Fla., died. Mrs. Yoemans said that
she will dispose of the theatre
Leola DeLong, for many years
. .
with
.
Monogram,
died recently. Sympathy to her mother
Mrs. Belle Hayes of U-I.
National Screen notes: Herman Epps is
Mrs. Ethel Lehman, wife of Ruby Lehman,
Independent booker, is confined to her home
with injuries suffered in an accident November
14. The Lehmans were returning home
shortly after dark on Paces Ferry road when
a truck and their car collided at an intersection.
The force of the impact threw Mrs.
Lehman out of the car and in the path of
another car. Fortunately, the driver was able
to stop before striking her.
spending his vacation in New Orleans. Shirley
Turner has been promoted to the front
office . . . Charles Lester's daughter and
son-in-law, Capt. and Mrs. Charles D. Decker
jr., and their two children paid the Lesters a
welcome visit. Decker is stationed at Ft. Sill.
^g^^mm

. . . "Swamp
. . . Errol Flynn has filed an action in
MIAMI
Thereafter, the theatre, a Miami landmark,
goes on a first run picture policy. Bob
Daugherty will continue as manager. The
goodwill with his children's matinees . . .
Prompt, Courteous Service
Max Needleman has taken over as manager
DIXIE THEATRE SERVICE & SUPPLY CO. of the downtown Dixie Theatre, a Bernstein
1014 Norlh Slappoy Drivo Albany, Ga. enterpri.se,
Phono 3431 — A promotion which worked very
Night Phono 2015
well to publicize "Whispering Smith" was put
management arrived at the decision after long
\I7aync Rogers, who has managed Claughton's
discussion with the local musicians union
Normandy for more than a year, which reportedly insisted on a larger orches-
has been having the same difficulty facing tra and a higher wage than the theatre could
many theatre managers these days, that of too absorb. The increasing cost of acts was another
frequent shifts in assistants. Mihtary service
contributing factor.
and other circumstances caused tlie turnover
in assistant managers. Rogers, therefore, has Bernstein's Little River and Wometco's
employed Mrs. Lynn Bevan. Mrs. Bevan is Rosetta. two neighborhoods in Little River,
familiar with theatre work, having been cashier
were pictured prominently in Sunday's papers
at the Normandy for the last three months. in a special section devoted to Little River's
She lives near the theatre and finds her Progress sale. Sponsored by the municipality's
present post agreeable and to be regarded Commerce Ass'n, the section included the two
with some degree of permanency. Rogers has theatres as important parts of the community's
found that a woman can handle an assistant
Manager Bernard Lopata of the
life . . .
managership as well as a man. "Of course I Roosevelt is resuming a policy similar to last
wouldn't expect her to carry any heavy stuff season. The 1952 version of "Bagels and
around, like signs," says Rogers, "but the advantage
Yox," which drew well here last winter, has
of having someone who intends to been booked for December. Ads are already
make this a longtime job, take an interest in appearing to this effect and requesting reservations
the theatre and its neighborhood, outweighs
at once. At the conclusion of this
any such details."
production, legitimate stage shows will again
be offered.
WTVJ, Wometco's Theatre of the Air, has
received a letter from Dr. Roy C. Angell, president
Miami Beach residents, who follow the ca-
of the Miami Baptist Ass'n, praising reer of Kim Hunter (Janet Cole when she
the station for having completed a year of lived here), are interested to hear that the
church telecasts. WTVJ has been broadcasting
actress will be married to Robert Emmett,
services from a different church each atcor, as soon as she finishes her role oppo-
Sunday . . . Sidney Meyer,
WTVJ co-owner, was pictured
Wometco and site Humphrey Bogart in "Deadline, U.S.A."
recently with
Girl," scheduled to start shooting
Nancy Kulp. skyrocketing film player and
exteriors at Naples, Fla., will be delayed
former staffer on WTVJ. She has left film until the end of the month, says 20th-Fox
chores for the moment to visit here with relatives
and friends. She has made four stillunreleased
Nassau against Duncan McMartin, Canadian
films, among them "Marriage gold mine heir, for an alleged assault.
Broker," in which she plays the romantic lead
opposite Zero Mostel, and "Shane," in which Mr. and Mrs. Mitchell Wolfson were hosts
Alan Ladd is starred.
at a cocktail party honoring their son Louis
and his November 21 bride-elect, Lynn Rabin.
Louis Brandt, New York theatre chain The affair was held in the garden of the
owner, who owns and operates the Roosevelt Wolfson home. Pastel shades carried out the
and Flamingo in Miami Beach, has purchased decoration. Mr. and Mrs. Joseph Rabin received
a waterfront home here. It has 100-foot
with the Mitchell Wolfsons and the
frontage on Indian Creek, and has a swimming
young couple. Assisting were the members
Warners will release films of the wedding party so far present: the
pool . . .
taken by Errol Flynn during a fishing and Hal Levins, Robert Wolfsons, Misses Sheila
whaling expedition with his father, as Technicolor
and Mildred Zolka, David Lipsman of New
shorts. "The Voyage of the Zacca" is York, the Roy Schechters and the Charles
the West Indies one . . . Ti-ent Pox, formerly Goldsteins. Others who assisted, many of
of Atlanta, has joined the staff of Florida whom are part of the "Wometco family,"
State Theatres in greater Miami, and will were: Mr. and Mrs. Leonard Abess, the Burton
handle the art work for the circuit's advertising
Clarks, the Bob Greens, the Arthur
layouts.
Berels, Mr. and Mrs. Sidney Meyer (aunt of
the prospective bridegroom), the O. P. Wolfsons
(his uncle), Mr. and Mrs. Frank Meyers,
Word from the office of George C. Hoover,
southeastern head of the Florida State Theatres
the Edgar Pearces, the Herman Reades, Mr.
circuit, is that the last stage show at and Mrs. Mayer Spencer, Miss Margaret
the Olympia, December 4, will be the last Tremblay, Miss Dale Toemmes, Mrs. Bea
of vaudeville in Miami. The policy might be Bryant, the Mark Chartrands and the Hal
resumed, but not in the foreseeable future. Kopplins.
Robert Clyman, general manager for the
SPACABB AUTOMATIC DRINK MACHI^fES— Bernstein theatres here, says that the new
MINIATURE TRAINS
kiddy car and motorboat rides lately installed
at the LeJeune Drive-In have gone
over "with quite a bang," A tank holding
about 500 gallons of water provides the

Movietime Reports
To Okla. Exhibitors
OKLAHOMA CITY—The local Movietime
In Oklahoma office this week mailed out to
exhibitors throughout the state a booklet on
the recent Hollywood star tours. Two styles
of one-sheets on Movietime were included in
the mailing. The booklet contains a report
on the tours with many samples of publicity
the tour was given in Oklahoma newspapers.
Ralph Drewry of Tulsa, executive director
of Movietime in Oklahoma, also sent copies
of the booklet to the Hollywood representatives
who took part in the Oklahoma tours,
Movietime U.S.A. officials, some Hollywood
studios and trade magazines.
However, he explained, there weren't
enough booklets to send to editors and radio
officials in all towns visited and asked exhibitors
to make sure that their local publishers
and radio executives see a copy.
Drewry reminded exhibitors that there are
other Movietime accessories available.
"We have plenty of 40x60s and three-sheets
and some one-sheets," he said, adding that
National Screen Service can supply other
accessories.
Crippled Children's Group
Gives Award to O'Donnell
DALLAS—In a simple but emotion-packed
ceremony in the Georgian room of New
York's Picadilly hotel, R. J. "Bob" O'Donnell
of Interstate Theatres and recent head of
Movietime U.S.A., was presented a memorial
gift by the Gonzales Warm Springs Foundation.
The gift was made to the showman, a
longtime director of the foundation, on behalf
of "the crippled children of Texas," especially
in connection with the two theatre collections
undertaken by the motion picture exhibitors
of Texas.
The memorial was presented at a recent
luncheon of the Ass'n of Motion Picture Advertisers
and polio victim Anseth Teal made
the presentation while AMPA President Harry
McWilliams presided. It was largely through
the services of O'Donnell that the theatre collections
were possible, resulting in more than
$300,000 being made available to the foundation
for maintaining and expanding the treatment
facilities. The foundation presentation
was a highlight of a session when industry
leaders paid tribute to O'Donnell for his work
on Movietime.
The memorial presented by Miss Teal, a
former patient at the foundation, consisted
of a metaUzed baby shoe and short leg brace
mounted against an ebony base. Representing
the foundation at the luncheon were directors
Richard Knight, Lynn Smith and
B. N. Peck. L. W. Killian, business manager,
and John D. Kemp, director of education and
information, made the trip to New York from
Gonzales to arrange presentation details.
Athel Boyter Observes
His 25th Anniversary
OKLAHOMA CITY -Athel Boyter, head of
a booking and buying service here, this month
celebrates his 25th anniversary in the film
industry.
Boyter started on Filmrow here as assistant
shipping clerk for Pathe. Later, he Joined
Griffith Theatres shipping department, winding
up as head of the Griffith poster department.
He then joined Paramount, working
in that company's poster department and
then in booking and selling branches. In
February 1940, he organized his own booking
agency.
Then the sidelines began. In 1941, he organized
the Independent Poster Service. In
1947, he decided to enter the exhibition end
of the business, but plans were short-lived,
when the government turned thumbs down
on construction. The plans had included a
suburban house in Muskogee with Eddie
Jones of Sand Springs.
In November 1949, Independent Poster
Service was liquidated and Boyter moved his
booking agency to its present location at
708 West Grand. He did try the exhibitor
role finally. Soon after the poster service
was liquidated he leased the Moore Theatre
in Duncan, operating it by "remote control"
for a year and one-half. He sold the lea.se
to Video Independent Theatres on October
1 more than one year ago. But, said
Boyter, from now on he is strictly a booking
and buying man for the other fellow.
The Variety Clubs-Will Rogers Memorial hospital
is Open to All in the amusement industry without
charge. Sign the 1951 Xhristmos Solute.' "Help
care tor our own."
Texas Consolidated Sells
Interest to Partnership
BHKCKKNRIUGE, TEX.—John Ed Douglas
and Seibert Worley have arranged a partnership
whereby Interest of Texas Consolidated
Theatres in the Palace Theatre has
been acquired and its operation assumed.
Douglas, who has been owner of the Buckaroo
Theatre here for the past seven years, will
now manage both it and the Palace. At the
same time, announcement from TCT through
the manager of the Palace and National theatres
stated their interest in the Palace had
been sold to Worley.
The announcement added that the National
Theatre would clo.se for an indefinite period.
No plans for dLsposition of the property have
been determined at this time, according to
information from Aubrey Van Hoy, representative
for Texas Consolidated Theatres in
Eastland and Breckenridge.
Glasscock Opens Airer
PLEASANTON, TEX.—The Trail
Drive-In
has been opened here as the latest addition
to the Glasscock circuit. It is situated in the
location formerly occupied by the Atascosa
Drive-In out on the Jourdanton road. Manager
Bell announced admission prices would
be the same as the Leon Theatre and "Paleface"
was the opening show.
James C. Wilburn Dies
LADONIA. TEX.—James C. Wilburn, 62-
year-owner and operator of theatres in Ladonia
for a number of years, died in a hospital
at Greenville I'ecently. He W'as a native
of Ellis county and retired from business
a few years ago.
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LUBBOCK — 1405 Avenue A
EQUIPMENT DISPLAY SALES
GARDEN WAREHOUSE. 1209 Commerce at San Jacinto Street
OKLAHOMA THEATRE SUPPLY CO., 629 We;t Grand, Oklahoma City. Okla.
SOUTHEASTERN THEATRE EQUIPMENT CO.. 214 S. Liberty. New Orleans. La.
BOXOFFICE :
: November
24, 1951 sw 63

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PARAMOUNT PICTURES CORP.
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The best in audience and exhibitor appreciation goes to CENTURY — manufacturers
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Lillian
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of
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most
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Theatre
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DALLAS
tJouston Dean, salesman for Columbia, was
married to Beth Holding recently at the
Junius Heights Baptist church. They left on
honeymoon trip to Corpus Christi . . .
Marietta Wessels of Phil Island Theatres
was given a birthday surprise party by
friends at the Town and Country restaurant.
Caruth, Allied Theatre Owners; Nata-
lie Bernstein. Leon Theatres, and Mrs. J. E.
1
Gribble, secretary for Texas COMPO Showwere
hostesses. Marietta's husband is
officer candidate school in the east.
I
Lutzer and Skip Bullard will open
the new Jim Drive-In at Durant, Okla., early
in December. This 500-car de luxe ozoner
is located on U.S. 75 about a mile north
Durant. Modern Theatre Supply installed
of the equipment, with Southwestern
Supply furnishing the concession
furnishings.
Jerry Stout and Dave and Jake Lutzer sold
the Cona and Ritz theatres in Nacona, effective
November 19, to Woody Campbell and
Harold Schwarz, Tower
Clint Bailey . . .
Pictures, attended the Pioneers dinner in
New York City. He will return about December
1 .. . Seen along Filmrow: Mrs. Ruth
Likens, Elmwood Drive-In, Abilene: H. B.
Leather, Palace, Paducah; M. M. Lewis, De-
Luxe, Houston: Audrey Cox, Majestic,
Lamesa; W. E. Cox jr.. Chief Drive-In, Seminole;
J. E. Douglas, Buckaroo, Breckenridge:
Eph Charninsky, Southern Theatres,
San Antonio: W. O. Bearden, Arcadia, Lubbock:
T. C. Kirkebyey, Gem, Rosebud.
. . Mrs. Lowell
Mrs. Jim Reagan, Houston, former booker
for ELC, was on the Row .
Vaughn, known as Betty Knowell. formerly
with Tower Pictures, visited along the Row.
All Runs Come Out Even
At Dallas Boxoffices
Advanced
DESIGN i
Griggs
Chairs
DALLAS—It was either a case of equal
drawing power or "just one of those things,"
but every one of the first runs came out
with a 110 per cent figui'e for the past
period. The attractions included three domestic
newcomers, one foreign newcomer and
the holdover week of "Streetcar Named Desire."
(Average Is 100)
Coronet—Tony Draws a Horse (Fine Arts) 110
Majestic—An American in Paris (MGM) - -110
Melba—A Streetcar Named Desire (WB), 2nd wk-.llO
110
Palace—The Blue Veil (RKO) -
Riallo—Force of Arms (WB) 110
Solid steel center
give
standards
strength
and durability.
ures years of hard
wear in a chair with
comfort and beauty.
WRITE FOR CATALOG
GRIGGS EQUIPIVIE^T CO.
Belton, Texas
'Sabe and a Few of His Admirers
W. S. "Sabe" Miller, sales manager for 20th-Fox in Dallas, cclebralis his birthday
"in typical Texas fashion," he says, but it would be a good way in any state. F'irst the
dean of Filmrow, as he is affectionately known, attended a surprise luncheon given for
him at the Brockles by his fellow workers at the 20th-Fox exchange. Returning to his
office, he received another surprise in the form of a new contour chair given him
by the co-workers. Above he is shown in the chair surrounded by a group of office
girls—Marie Beam, Bemice Dean, Muggins White, Betty Parker, Lillian Bohannon,
Patricia Laquey, Joan Seeley, Bessie Buchanan, Dorothy Lander, Elleana Roberts,
Vaneta Smith and Margie Seeley.
Glenn McCarthy Refuses
To Sell Land for Ozoner
PALACIOS, TEX.—Efforts to obtain a tract
north of town as a drive-in site failed but
J. G. Davis of the Capitol Theatre is still
looking for a possible location, he said early
this month. Davis attempted to purchase a
spot near the Highway 35 cutoff but representatives
of Glenn McCarthy, owner of the
land, told Davis that none of the acreage in
the Palacios vicinity owned by the Houston
oilman is for sale at the present time.
That was his favorite choice for the theatre
location, Davis said, adding that he still
has several more in mind and will look over
several sites before settling on one. It may
be some time before construction is started,
even after finding a location, he stated, because
of the shortage of materials.
Remodeled Center Theatre
Opened in Nederland, Tex.
PORT NECHES, TEX.—A formal opening
of the completely remodeled Center Theatre,
formerly the Rio, was held late last month.
Nelson Haney was recently named manager
of the situation. Patrons of Midcounty will
find a "new theatre," announced Haney, listing
the enlarged screen, modern concession,
new sound and seats.
The reopening of the theatre was accomplished
by Jefferson Amusement Co.. with the
cooperation of the citizens of Nederland and
the Chamber of Commerce, of which Melvin
Wilson is Midcounty manager.
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Teleiihones: EM 0238 • EM 7JS9
CONFIDENTIAL CORRESPONDENCE INVITED
BUFFALO COOLING EQUIPMENT
lOth Fl.. 2nd Unit, Santa Fe Bldg. BUFFALO ENGINEERING CO., INC. Dallas. Tex.
BOXOFFICE :
: November
24, 1951
65

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(MRS. JOHN) JENKINS - (O.K.) BOURGEOIS
PRospect 2408— Harwood & Jackson Sts.
Dallas 1 Texas
An ASTOR Branch in Every Film Center
THEATRE CHAIR INSTALLATION
SEAT REPAIRING
EXPERIENCED WORKMEN
"Several thousand used theatre chairs available"
Forrest Dunlap, Jr.
DUNLAP SEATING CO.
2008 Jackson— Rl. 3595 Dallas. Texas
OKLAHOMA CITY
pill Zoellner of New York, in charge of
reissues, short subjects and newsreels for
MGM. spent a couple of days here . H.
Gillilan, MGM auditor, was here for ten days,
leaving here for New Orleans . . . J. D. Guest,
Duncan, was intown and reported his 500-
seat Ritz will reopen this month after a
complete remodeling job.
Bill Cleverdon, Ritz owner in Eldorado,
dropped in the Movietime office to discuss
his local Movietime campaign . . . Mrs.
Volney E. Hamm of Lawton, wife of an exhibitor,
was named co-chairman of the membership
campaign in Comanche county for
the Oklahoma Committee for Mental Health.
She will serve with Joe Turner, an exhibitor,
as co-chairman.
Theatres and tent shows registered a 4.12
per cent increase in sales tax collections
for September 1951 over the same month of
the previous year. Other amusements and
athletic events recorded a bigger gain—22.65
per cent higher for last September in comparison
to September of 1950. Sales tax collected
last September by theatres and tent
shows totaled $37,482.01. A total of 321 returns
were filed.
Mrs. Harry Lowenstein's mother was buried
in Ardmore on Sunday (11) . . . Dusty Rhodes
of Video's poster department is serving on the
jury at the county courthouse . . . Joe Turner,
Lawton, was in town on film business Tuesday
(13). He admitted his active participation
in civic fund-raising projects at Lawton
keeps him in perpetual motion. He was one
TAK£ INVENTORY OF YOUR PROJECTION BOOTH
REPLACE WORN & OBSOLETE ITEMS
Amplifiers
Speakers
Tubes
Sound Heads
Tubes
Exciter Lamps—Sand Urns
Photo Electric Cells
Popcorn Machines—Reels
Sno Cone Machines—Film Cabinets
Peanut Machines—Film Tables
Deep Frye Machines Tickets
Hot Dog Machines
Ticket Machines
Light Fixtures
Projection Machine Parts
Film Splicers
AND MANY OTHER ITEMS
Strong Lamps
Rectifiers
Wenzel Projectors
Rectifier
HERBER BROTHERS
"Fair Treatment and Adequate Service for 25 Years"
408 S. HARWOOD DALLAS 1. TEXAS
of the kingpins in the big hotel fund-raising
campaign. That was successfully terminated,
then he started on the church fund appeal
as publicity chairman. Too, he's working on
the mental hygiene fund campaign, being a
leader of the state organization. Before the
end of November, he has 500 more memberships
in the mental hygiene society to sell in
Lawton. And, with all this and more, too,
he runs several theatres.
On the Row Tuesday (13) were Frank Dea-
Henry and Mrs. Simpson and Mrs.
. . . Morris
ton, Alva:
Katherine Hendricks, Bristow
Loewenstein, Majestic owner, took an advertisement
in the Campus, Oklahoma City university
publication, which showed the front
of his newly remodeled theatre and included
a free guest ticket for the week of November
16-22 . . . Claude Motley and family have
returned from a trip through the western
states.
Rubin Frels Opens Twin
Ozoner in Victoria, Tex.
VICTORIA, TEX.—The Aztec Drive-In,
twin theatre to the Tejas, has been opened
by Rubin Frels. The ozoner has 350 speakers
and is identical to the Tejas, which it abuts
on the west. Frels has named Mrs. Mary
Eubank manager of the theatre.
The proximity of the two-drive-ins will reflect
in the policy. Normally, the twins wOl
show different attractions, and schedules will
be staggered to allow easy access and egress,
but the new Aztec will be pressed into service
on special attractions to handle overflow
crowds that the Tejas will be unable to handle
alone. The Aztec has its own entrance and
exit drives, rest stations and concession. It
is on the Hallettsville highway.
BOOK IT
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BOXOFFICE November 24, 1951

Two at Milwaukee
In Theatre TV Loop
MILWAUKEE—The Warner and the Riverside
theatres soon will show television programs
on their motion picture screens. A
Warner spokesman said last week (14) the
television installation was complete except for
some focusing work on the projector. He
said he did not know when the first showing
would be.
L. Roy Pierce, manager of the Riverside,
said the installation of the $25,000 television
unit there probably would be completed this
week. Pierce said the televised programs
would generally be features of the theatre's
regular shows. In all instances, he said, they
will be programs which the regular television
stations will not be carrying.
The theatres here will be part of a nationwide
group organized to bid for and show the
exclusive televising of special events and possible
live stage productions. Pierce estimated
that about 75 motion picture houses throughout
the country soon would be hooked up for
these television programs. They will generally
be assessed on a "per set" basis for the exclusive
showings.
The programs will be brought into the theatres
over special coaxial cables from the
telephone company's long lines office here.
In a tJTsical installation such as the one at
the Riverside, a huge projector with a lens
about four feet wide will flash the picture to
the regular motion picture screen.
The projector at the Riverside displaces
a 30-seat area in the theatre's lower balcony.
A special concrete apron was constructed to
carry the projector.
Power for the Riverside projector will come
from an 80,000-volt transformer set up in a
special room of the balcony corridor. To
safeguard against accident, a special breaker
hookup will disconnect the electric power
when the door to the room is opened. The
control panel for the equipment is set up in
the projection booth, where the operator will
be able to control the entire television operation.
Mrs. Lottie Cooper Dead
CHICAGO—Services for Mrs. Lottie Cooper,
widow of a pioneer Chicago motion picture
exhibitor, were held Monday (IQ) in Weinstein's
chapel. She died Thursday. Her husband
Jacob operated the 20th Century Theatre
here in 1913. Her two sons, Moe and
Charles, now operate the Cooper-Kirsch Theatres.
A son-in-law is Jack Kirsch, president
of Allied Theatres of Illinois. Surviving are
two daughters, Mrs. Rose Rubner and Mrs.
Jack Kirsch, and the two sons.
To Build 400-Car Airer
PLATTEVILLE. WIS.—Platteville Theatres
has purchased a 90-acre farm near this city
as a site for a drive-in to be built as soon as
the restrictions on theatre construction are
eased or lifted. It is to be a 400-car theatre
according to John O'Connor, manager of the
company.
Hawkins, Wis., Theatre Reopens
HAWKINS, WIS.—The Hawkins Theatre,
which has been closed since last June, has
been reopened with Henry Zielke as manager.
BOXOFFICE November 24, 1951
Group Discussions Set
For Wis. Allied Confab
MILWAUKEE—Plans for the Movletlme
U.S.A. convention of Allied Independent Theatre
Owners of Wisconsin, December 10-12 at
the Schrocder hotel here, were being finalized
this week by committeemen.
Scheduled to highlight convention business
activities are individual group discussions, the
first of which will be on drive-in theatres,
headed by S. J. Goldberg of Wausau. This
meeting will be held on the .second morning
of the convention Tuesday fU) and will be
the only session of that morning. At the
drive-in session subjects to be discu.s.sed will
include construction of drive-ins, types of
ramps, kind of equipment which has proved
most successful, kinds of films and film prices
for drive-ins, future business outlook and an
open forum for discussion of any question
from exhibitors.
Other group discussions will be held on the
morning of December 12, with times and
places to be announced on the convention
bulletin board. They include discussions of
small town operations, headed by Eric Brown
of Plymouth; large towns, headed by Russell
Leddy, Green Bay, and subsequent run city,
headed by Angelo Provinzano of Milwaukee.
Subjects to be discussed at the meeting will
include film prices, right and wrong allocation
of pictures, film company selling policies
and tactics, competitive bidding and advanced
admissions prices.
Ben Marcus, president of the regional Allied
group, appointed A. M. LaPorte and John Mc-
Kay as convention co-chairmen, and subcommittees
include:
Tickets—Oliver Trampe, Arnold Brumm,
Earl Fischer, Howard Gleason, J. Goderski.
Fred Krueger, Harry Perelewitz, William
Pierce, Joe Strother.
Publicity—A. M. Spheeris, L. Belt, Louis
Boothmans Story
GALVA, ILL.—The work of a projectionist,
who has been flashing scenes on local
screens for 36 years, got front-page space in
the local weekly paper here recently as a
continuance of Galva Theatre Manager Robert
W. Carlson's efforts in behalf of Movietime
U.S.A.
Under the heading "Galva Glimpses," the
story of boothman Ralph Morse was told to
this city's 3,000 people. Excerpts from the
story follow:
"Ralph's work," the story said, "naturally
has covered the growing up era of the movies.
The sound track, color and the mechanical
rewind apparatus are only three of the many
mechanical improvements developed during
the last one-third of a century.
"When he began work Aug. 14, 1915, in the
Star Theatre Ralph operated the projector
by hand ... A couple of months later . . .
a motor was hooked up and not long afterwards
there was still another occasion for
celebration when the Star installed a new
machine.
"Those were the days when the projection
booth had only one machine. At the end of
the reel there was a break in the picture
while another reel was threaded into the
Orlove, Angelo Provinzano, Henry Toilette.
Reservation!*—Russell Leddy, John P. Adler,
Floyd Albert, C. L. Baldwin. Ray Blakeslee.
Eric Brown. F. J. McWilliams, Fred Miner,
Mark Morgan.
Program and arrangements Howard Gleason,
John P. Adler, Arnold Brumm. Angelo
Provinzano. Oliver Trampe.
Women's entertainment — Lucille Fowler.
Donna Borchert, Evelyn Gutenberg, Helene
Hanke, Delia Langheinrich, Mrs. F. Ziehm.
Reception—F. J. McWilliams. D. S. Deakin,
Jake Eskin, John Freuler, Robert Gross, Edward
Johnson.
Drive-ins— S. J. Goldberg, Robert Karatz,
Harry Melcher, Leo Miner, S. J. Papas. John
Schuyler.
Year book and exhibits—Edward John.son.
Registration—William Pierce. Sidney Margoles.
Elmer Schwanke.
Celebrates Anniversary
MIDDLETON, WIS.—The Middleton Theatre,
supposedly the first in this state to be of
quonset construction, celebrated its fifth anniversary
recently. It was established by
Harry Melcher, owner of United Theatres,
Milwaukee, and still is managed by Joseph H.
Rupp, who was named to that position when
the house opened in 1946. The house was
designed by architect Myles Belongia of Milwaukee.
On the anniversary day, every fifth
person was admitted to the show free of
charge from 6:30 to 7:30 p. m. Open house was
held from 6 to 6:30.
Vivien Leigh wore a blond wig in WB's
"A Streetcar Named Desire" because she
thinks blondes "seem gentler creatures than
brunettes."
Spots Movietime
mechanism ... of course there were other unscheduled
interruptions . . . when the film
broke, often at a dramatic point.
"After five or six years at the Star, he
moved to the Princess, then operated by Don
J. Best and 23 years ago he started work in
the fireproof projection booth after the Galva
Theatre was opened in 1927 by A. W. Trevor.
"In June 1928, W. C. Hippler took charge
of the theatre and it was during his management
that Ralph screened the first talking
picture in Galva. The date was October 6.
1929, and the film a Vitaphone product, was
"Drag." starring Richard Barthelmess.
"J. A. Weece operated the theatre for the
longest period during Ralph's service as an
operator—from March 1930 until his death
in September 1945. Weece's son-in-law
Wayne Maxwell then was in charge until the
sale to Marchesi Bros, was effective in Jan-
Robert Carlson has served as man-
uary 1948.
ager since August 1948.
"In 36 years of threading films into projectors
Ralph has seen thousands of films of
every conceivable type. What sort does he
enjoy most? Definitely not historical shows,
he said. Then he explains that it's hard to
beat a good family story."
67

i
J
Sfoecial ^^mouHtemMt
PARAMOUNT liaURES CORP.
•1
The best in audience and exhibitor appreciation goes to CENTURY — manufacturers
of the finest motion picture projection and sound reproducing equipment.
%MVL AdeC 6

J,
. . Reports
ST .
L PUIS
Frank Glenn of Tamaroa. 111., who operates
the Mount Vernon (111.) Drive-In and
the Melody Drive-In near Tamaroa, and
Wayne Smith of the Egyptian Drive-In near
Herrin have joined to build a 300-car drive-in
near DeSoto, 111. Glenn also is building a
drive-in near Mount Vernon. Mayor Marshall
of Tamaroa heads the group of businessmen
who are building a 350-car drive-in on Route
13 west of Marion.
J. V, Walker, recently named manager of
the Roxy at West Frankfort, 111., a unit of
the Fox Midwest ciixuit, was brought to the
Missouri Baptist hospital here last week.
Fortunately, surgery wasn't necessary and he
resumed his duties at the Roxy in a .short
time . . . Clarence M. Turley, co-owner with
Charles and George Skouras of the Ambassador
and Missouri office and theatre buildings,
was elected president of the American Institute
of Real Estate Appraisers at Cincinnati,
Ohio, recently ... A strike of radio
engineers kept eight radio stations in the St.
Louis area off the air for various periods on
November 16. The engineers were given a
$5.92 weekly salary boost to $117.92.
Maurice Schweitzer, manager of Monogram-
Allied Artists, reports good support in this
territory for Monogram week, February 10-16
from Barnes hospital are that
Bill Weiss, former Republic salesman, is in a
very critical condition . . . From Jewish hospital
more favorable word came about Ten
Lending, Kirkwood exhibitor. He is doing very
nicely, responding to the rest and quiet . . .
Tom Baker of Bunker Hill, 111., who had been
a patient in a hospital at Litchfield, 111., recently,
visited Filmrow last week and was
warmly greeted by his many friends.
Jimmy Bradshaw, veteran Columbia salesman,
suffered injuries recently when a tire
blew out near Steeleville, Mo. The car
Theatre
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WAHOO is
NOW!!!
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screen game. NoW being used
successFuiiy by hundreds oF indoor
and outdoor theatres all over America.
Send For complete details. Be sure
and give seating or car capacity.
Hollywood Amusement Co.
831 S, Wabash Avenue, Chicago S, III.
careened across the highway and struck the
concrete top of a road drainage pipe and was
heavily damaged. Nursing a dislocated toe,
chest injuries and a cut near his left eye
that required two stitches, Jimmy spent the
balance of the week in St. Louis . . . The
executive committee of the St. Louis Chamber
of Commerce has approved a bill pending in
the Missouri general a.ssembly to permit this
city again to levy an earnings tax of not
more than 1 per cent on the wages and
earnings of persons employed in or residing
in the city and on the net earnings of business
enterprises.
Exhibitors seen along Filmrow included
Paul Musser, Casey, 111.; Joe Goldfarb, Alton;
Gus Boemler, North Alton; Marc Steinberg,
East Alton; Tom Bloomer, Belleville; Leon
Jarodsky, Paris, 111.; S. Snodgrass, Warrenton;
Herman Tanner, Vandalia; B. Temborius,
Breese; Tilden Dick.son, Crystal City;
Frank X. Reller, Wentzville; Charlie Beninati,
Carlyle, and Caesar Berutt, Rolla.
Harry C. Arthur of Panchon & Marco has
returned to St. Louis from the west coast,
while his brother Eddie, president of the St.
Louis Amusement Co., has gone to California
for a month's stay.
R. Hilton of Chicago, central division manager
for Altec, was a visitor . . . The screen
tower under construction at the drive-in near
Carlinville, 111., was blown down in the heavy
snowstorm the night of November 6. The
drive-in is being built by Mrs. Frieda Paul
and the Frisina Amusement Co.
$125,000 Midnight Fire
Guts Colony in McHenry
McHENRY, ILL.—Only ice-laden rubble remained
the next morning after a fire discovered
at 11:50 p. m. gutted the Colony Theatre
earlier this month. The estimated loss from
the Sunday morning conflagration was $125,-
000. Firemen from Woodstock, Ringwood.
Richmond, Crystal Lake, Wonder Lake, Fox
Lake and Wauconda battled the blaze with
the McHenry fire department for seven hours
to prevent the flames from reaching nearby
buildings. The building was owned by R. J.
Miller.
The fire was discovered 20 minutes after the
last of the audience had left the large, onestory,
frame stuccoed structure. A frigid wind
and considerable ice hampered the firemen in
a 12-degree temperature. The American
Legion hall across the street was opened and
hot coffee was served to the firefighters.
Gets Missouri Permit
JEFFERSON CITY—The secretary of
state's office has issued a certificate of incorporation
for the Midcentral Theatres, Inc.,
206 North 'Virginia avenue, Reno, Nev., to engage
in and conduct a general photographic
printing and publishing business. Officers
are: President, Hermia A. Rebrock, and secretary-treasurer,
Gertrude M. Berger.
Milwaukee Council Reports
MILWAUKEE—The Better Films council
classified 16 films in the first fall report of
its preview committee, of which Mrs. H. W.
Bain is chairman. The films were listed in
three groups: for the family, young people
and mature.
Kampsville Vaughn Closed
KAMPSVILLE, ILL. -The Vaughn Theatre,
owned and operated by Earl 'Vaughn,
closed Indefinitely recently.
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BOXOFFICE November 24, 1951 69

. .
advanced
'
Lefter to Springfield City Council
Protests Suggested Ticket Tax
SPRINGFIELD—The Springfield Theatre
Owners Ass'n last week issued strong opposition
to a proposal by local lawmakers that
a 3 per cent amusement tax be levied to tide
the city over its financial crisis.
A letter signed by George Kerasotes, chairman
of the theatre association, said that the
proposed levy, if put into effect, would be
"discriminatory and unfair" in singling out
one form of business to pay the tax.
It pointed out that local theatre owners four
years ago voluntarily agreed to increase their
license fee from a flat $100 to 50 cents a seat.
The letter said that the claim that the amusement
tax would produce revenue of $80,000
from the ten theatres in Springfield is a
"gross error." The theatremen estimated the
figure would be around $25,000 and offered
their books to support the claim.
Excerpts from the letter, sent to the city
council, included:
"The Springfield theatres, according to statistics
offered by the Chamber of Commerce,
do less than 1 per cent of the gross retail
business in this community. We are property
taxpayers the same as the other merchants of
Springfield. We also pay a high city license
which many merchants of this city are not
required to pay. We would not object to a
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405 Pence Building,
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R. M. COPELAND
1719 Wyandotte
Suite 205
Kansas City, Mo.
HARRY SAVEREIDE
509 Securities Bldg.
Des Moines 9, Iowa
HARRY BUCK and
ALEXANDER VALOS
1114 Blum Bldg.
Chicago 5, Illinois
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tax if it were placed on the gross sales and
services of every business in Springfield, but
we do feel that placing a tax on only the
theatres in unfair and discriminatory. It would
also be discriminatory since the drive-in theatres
would not have to pay the tax.
"We have been in the theatre business in
Springfield for a long number of years and
we have made every effort to keep our admission
prices at the lowest possible level. Our
increase in prices on a first run theatre ticket,
since 1930, exclusive of the 20 per cent federal
admission tax, has been only four cents.
The majority of other prices such as food,
clothing, furniture, etc., have increased from
50 per cent to 100 per cent.
"We endeavor to keep our prices low, because
the motion picture theatre is a mass
media of entertainment and communication.
A recent survey conducted in Bloomington,
III., showed that the great majority of those
attending motion picture theatres are in the
midle income and lower income groups. Another
tax would be placed upon those least
able to pay. This was our reason for absorbing
the heavy license tax instead of passing
it on to the Springfield public.
"The Springfield theatres have taken an active
part in every city endeavor. We are willing
to sit around the table with the council
to help solve your problems. We feel that the
solution is not more taxes. As of November 1,
we have the highest income tax in our national
history. A recent survey indicated
that one-third of the national income went
into federal, state and local taxes.
"We ask that you try to find other methods,
such as certain economies, reorganizations, reductions
of personnel and services rather than
increasing taxation upon the Springfield paying
public."
INDIANAPOLIS
•The Rltz at Alexandria is being dismantled
and converted for business property purposes.
The house formerly was operated by
R. S. Weilert, who says it has been leased
by a department store . . . Mr. and Mrs. Paul
Janny of the Gaston at Gaston are visiting
their daughter and her new baby in San
Diego, Calif. . . . Ben Fuller of the Grand at
Union City has been featuring stage shows
with excellent success.
Columbia's Christinas party will be at the
Variety Club of Indianapolis December 20.
Olive Alte is chairman of the affair . . . Oral
Jolly, assistant shipper at Columbia, has resigned
and will join the Universal shipping department.
Charles Crawford has succeeded
him at Columbia. Carl Taylor, former shipping
clerk at U-I, has resigned.
The Fountain Square announced new
opening hours, with doors opening at 6:45
p. m. daily, 12:15 p. m. Saturday, 12:30 p. m.
Sunday and 1:30 p. m. holidays. Early bird
prices will prevail from 6:45 until 7 p. m. .
The Emboyd, Fort Wayne, has changed its
Ijrogram with vaudeville shows and one feature
every Saturday and Sunday. The new
program was started in October. Harvey
Cocks, general manager of Quimby Theatres,
says the new program is a success and is
getting capacity houses.
'Streetcar' Gets 140
T
In Chicago Debut f*
CHICAGO—Loop first run business was ver
good, with stellar new bills. The Grand had '\.
hefty week with "A Streetcar Named Desire, ^\,
and "Three Steps North." The Chicago ha
a bright week with "Meet Me After th
Show" and Lauritz Melchior heading a stag
revue. The double bill of "Painting the Cloud
With Sunshine" and "Tomorrow Is Anothe
Day" had a good week at United Artists. "Hill
of Ireland" bowed in at the World Playhousi
(Average Is 100)
Chicago Meet Me After the Show (20th-Fox),
plus stage revue K
Grand—A Streetcar Named Desire (WB), Three
Steps North (UA) 1< ij
Oriental—The Racket (RKO), plus stage revue U .,.,j,
Roosevelt Adventures o£ Captain Fabian (Rep);
The Sea Hornet (Rep), 2nd wk ICI
Selwyn The River (UA), roadshow attraction, '
'"
4th wlc Goo_
State-Lake Across the Wide Missouri (MGM); i-fji:
Red Badge of Courage (MGM), 2nd wk IC! _l1iMi\
Surf—The Lavender Hill Mob (U-I) 11J^J(C»"1
United Artists—Painting the Clouds With Sunshine ^^^^U
(WB); Tomorrow Is Another Day ICl^^H
World Playhouse—Hills of Ireland (World Travel) 12/^^
Woods—The Blue Veil (RKO), 3rd wk lOJ
Ziegf eld—Journey Into Light (ZOth-Fox) JB
'Desire' Second Week Scores
130 in Indianapolis
INDIANAPOLIS—First run houses ha(
fairly good business, with "A Streetcar Namet
Desire" heading the list at 130 per cent in it;
second week at Keith's. The Circle, with "Tht
Desert Fox," ranked second with 125.
Circle—The Desert Fox (20th-Fox); Street Bandit
(Rep) - 12
Indiana Anne of the Indies (20th-Fox); Obsessed
(UA) 9
Keith's—A Streetcar Named Desire (WB); 2nd
wk , prices 13
Loew's An American in Paris (MGM), 2nd wk 11
Lyric—Iron Man (U-I), Stand Up and Sing (U-I) .. 8
New Illiopolis Theatre
Opened by Ed Griesheim
ILLIOPOLIS, ILL.—The new Illiopolis The-'
atre was opened last Friday (16) by Edwarc
Griesheim, owner and manager of the house-
Inclement weather and other handicaps hac^
delayed the opening from time to time, the)
|
^k
most recent being a week's postponement be-J*^l,,,||
cause the heating system hadn't been com-;j 1?'
pleted.
The theatre, accommodating 330 persons.^
replaces the house destroyed in a fire ot^
July 4 last year that raced through the Masonic
Temple, causing total damage of $86,000.
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70
BOXOFFICE :: Noveinber 24. 1951
ha.

ottir^
,
Dayton
1
and
Variety of Daylon
Dedicates Manor
DAYTON—Variety Club's International
officers and state and city dignitaries took
part in the dedication of Variety Manor, chief
charity project of the Dayton tent last week
(15). The Manor will be a guidance center for
feeble-minded children.
The dedication ceremonies took place at the
Manor, 458 Belmonte Park North, at 4 p. m.
and were followed by an open house for local
and out-of-town guests. Marc J. Wolf, chief
barker, and Col. William McCraw, executive
director, represented Variety International.
Gov. Frank J. Lausche took part in the ceremonies.
In the evening there was a civic dinner in
the Van Cleve hotel at which speeches were
made by Wolf and Governor Lausche. Barkers
from Cleveland, Cincinnati, Indianapolis,
Chicago, Toledo, Pittsburgh and Detroit attended.
Roy Wells, Tom Ryan and Harry Meenach
made up the committee which had charge of
the arrangements. A committee from the
tent helped in the preliminary work
also helped in acting as hosts for the
visitors.
Warners' Lorain Palace
Lobby Flooded in Fire
LORAIN, OHIO—The lobby of Warners'
Palace Theatre was flooded with water from
a $200,000 fire which hit the Palace Theatre
building early on the morning of November
11. The blaze completely destroyed a billiard
parlor on the second floor and caused thousands
of dollars water damage to four street
floor tenants. Cause of the fire was attributed
to a lighted cigaret tossed into a second floor
utility room.
Damage to the theatre proper was so slight
that its operation was resumed the following
day when all utilities were restored. Bill
Harwell is manager of the Palace.
Ochses Miss Stork
CLEVELAND— "Become grandparents and
see the world" is the motto of the Herbert
Ochs family. Mrs. Ochs, who has been on
hand to welcome each of their previous nine
grandchildren, last week flew to Puerto Rico
to be on hand to welcome the second offspring
of her daughter Sue, wife of Lieut.
Harry F. Welch, stationed at Ramey air force
base there. Because the stork was ahead of
schedule, Mrs. Ochs was not on hand to welcome
her fifth granddaughter and tenth
grandchild. Grandpa Herb will join Mrs.
Ochs and the Welch family in Puerto Rico
soon after the middle of December and remain
there until time to make ready for the
opening of his drive-in chain.
Stillman Stock for Sale
CLEVELAND—Negotiations are reportedly
under way for sale of stock of the Stillman
Co., which owns the 99-year lease to properties
around the Stillman Theatre at 1111
Euclid Ave. The transfer, however, will not
be completed until next year. Purchaser is the
Eleven-Eleven Euclid Corp., owner of the
General Realty & Utilities Corp. of New York.
Sales price is estimated at $500,000.
Series in Defroit Paper Publicizes
Movie Theatre in Michigan
DETROIT—The Detroit public, as well as
the large number of upstate residents reached
by the extensive circulation of the Detroit
Free Press, are being made aware of "Movie
Theatre Time in Michigan" by a series of
stories running in that paper. A series, to
run daily for two weeks on the drama page,
was being written by Helen Bower, film
. . they
editor.
Objective of the series is to make the public
acquainted with the men in the industry
locally who are responsible for the presentations
they see on the screen, such as Earl J.
Hudson, M. F. Gowthorpe, and David M.
Edzal, who head United Detroit, Butterfield,
and Fox Theatres respectively. A photo is
used with each article.
An introductory article by Miss Bovver reminded
readers of the golden jubilee of motion
pictures and explained the articles would
cover "something of the origin, background
and civic interests of these showmen .
make the choice of pictures to be shown and
keep the theatres operating for the pleasure
and entertainment of the town's moviegoers.
They have the know-how in show business."
The first article, with its introduction, follows:
This is the first of a series on theatre
exhibitors, presented as a highlight of
"Movie Theatre Time in Michigan."
Added Energy Urged
On Movietime Drive
DETROIT—Michigan exhibitors grumbling
about poor business in the face of the Movietime
drive received a quick answer from
Ernest T. Conlon, general secretary of the
campaign and executive secretary of Allied
Theatres of Michigan.
"The poor business all of us are suffering
is a combination of events and factors extending
back over a period of years. You
can't reverse a trend of that kind in 60 or 90
days, and with one or two efforts."
Outlining plans for continued Movietime
promotion in Michigan, Conlon stressed forthcoming
repeat bookings of the star tour; radio
programs for institutional promotion of the
industry; outdoor billboard publicity; newspaper
publicity, such as the series of vignettes
currently in the Detroit Free Press; speakers
bm-eau, routing qualified talkers to clubs and
other groups through the state.
Success of the star tours in the state was
indicated by the fact that, despite the problems
of booking and timing, and last-minute
changes in personal availabilities, two-thirds
of the engagements set on the toui-s were
filled.
Former Farmer Buys Show
WARSAW, KY.—After suspension of operation
the past five months, the local theatre
reopened November 2 as the Town under the
new ownership and management of Gilbert L.
Ogden. For the past ten years the house was
opei-ated as the Gallatin by Roy Prill. Before
entering war service, Ogden was a
farmer. He is 27 years old. For the present,
the Town wiU operate six nights a week with
three changes of program.
President of the United Detroit Theatres,
a group of 17 in Greater Detroit, Earl J. Hudson
has been as.soclated with motion pictures
In this area since 1934. Hudson was associated
with First National Pictures, first as
director of national advertising and later as
head of production units in Hollywood and
New York.
Hudson Ls president of the United Cerebral
Palsy Ass'n of Michigan which is associated
with the United Foundation Torch drive In
Detroit, and with the United Health and Welfare
fund in Michigan. He also is vice-president
of the Civic Light Opera, president of
the Variety Club of Michigan, and chairman
of the public relations committee for the Theatre
Owners of America.
Actively interested In civic affairs, Hudson
and his United Detroit Theatres organization
have participated in Red Cross
blood drives, the March of Dimes, cancer fund
and other charities, as well as numerous other
community undertakings. He served as chairman
of the downtown entertainment committee
for the city's 250lh birthday festival.
The Michigan Theatre was the first theatre
in the country to stage a war bond premiere,
an event that set the pattern for motion
picture houses throughout the U.S.
Hudson Ls married and has three grown
daughters.
Kroger Babb to Speak
To Allied oi Michigan
DETROIT—Further details of the program
for the annual convention of Allied Theatres
of Michigan at the Book Cadillac hotel December
3-5 were disclosed by Ernest T. Conlon,
executive secretary, this week. The social
highlight will be a luncheon Tuesday, at
which exhibitors and branch and sales managers
of distributing companies will be the
guests of Allied in the Crystal ballroom.
A talk on salesmanship and boxoffice in
the film business has been scheduled for the
afternoon of the last day (5) by Kroger Babb,
head of Hallmark Productions, who has never
appeared before an industry body here. He
will deUver "a constructive aoalysis of boxoffice
troubles," Conlon said. Arrangements
for this event, and for the two-hour program
of entertainment produced by Hallmark
at the banquet that evening were made
through that firm's zone manager, Clarence
Symons.
15-Year-Old Screen-Tested
CLEVELAND — Fifteen-year-old
Diane
Gentner, Cleveland Heights, went to New
York for a screen test at the invitation of
RKO following the appearance of her photo
in a recent issue of This Week, newspaper
supplement. It all happened when Hy Peskin.
New York photographer, was in Cleveland last
August to photograph the baseball series between
the Cleveland Indians and the New
York Yankees. He spotted Miss Gentner rehearsing
for a modeling appearance at a leading
department store. She has had no dramatic
training.
BOXOFFICE November 24, 1951 ME 71

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Cleveland Does Big
On Four Attractions
CLEVELAND—"A Streetcar Named Desire,"
which hit a new season high of 235 in its
first weelc and 145 in its second, will hold a
third week. It also set a new fall record at
the Strand in Akron and holds over a full
week. "The Blue Veil" is drawing big crowds
here, where it hit a happy 150 at the Palace.
"The Red Badge of Courage" was also right
up there, hitting 150 and holding over. The
star on stage at the State was MGM's Debbie
Reynolds. "Tales of Hoffmann" came back at
$1.20, continuous policy, six weeks after its
$2.40 four-week stand.
(Average Is 100)
Allen—A Streetcar Named Desire (WB), 2nd wk 145
Hippodrome—The Strange Door (U-l)..._ 105
Lower Mall—Tales oi Hofimann (Lopert),
advanced prices, 2nd run 140
Ohio—The Red Badge of Courage (MGM) 150
Palace—The Blue Veil (RKO) -...150
State—Man With a Cloak (MGM), plus stage
show 65
StiUman An American in Paris (MGM), 7th wk 85
Tower—Little Egypt (U-I), 2nd d. 1. wk 90
'Legal'
and Stage Show Pace
Detroit With 150
DETROIT—Business perked up all over
town following dismal lows set by the previous
week's snow and slush storms. Averages remain
down in many spots. Josephine Baker's
personal appearance at the Fox, though topping
the town grosswise, was off one-third
from her stand there last spring.
Adams—The Blue VeU (RKO), 3nd wk 100
Cinema—Tales of Hoffmann (Lopert), 9th wk 120
Fox—Let's Make It Legal (20th-Fox), plus stage
show 150
Madison—A Streetcar Named Desire (WB), 2nd
wk 120
Michigan—The Tanks Are Coming (WB); Hideout
(Rep), reissue 90
Palms-State—The Racket (RKO); The Whistle at
Eaton Falls (Col), 2nd wk 100
United Artists—Thunder on the Hill (U-I); You
Never Can Tell ((U-1) - 90
Two Tickets to Broadway'
Tops Cincinnati Takes
CINCINNATI—"Two Tickets to Broadway"
topped the downtown attractions and was
moved over for a second stanza. "Streetcar"
continued to draw in its third week. But the
week as a whole was just fair, with three of
the boxoffices reporting par or over and
three below par.
Albee—Two Tickets to Broadwoy (RKO) 150
Capitol—Love Nest (20th-Fox) 80
Grand—A Streetcar Named Desire (WB), 3rd wk. 110
Keith's Disc Jockey (Mono); Sierra Passage
(Mono) 75
Lyric—The Blue VeU (RKO), 2nd d. t. wk 100
Palace—The Unknown Man (MGM) 70
"American in Paris' Stands
All Alone in Pittsburgh
PITTSBURGH—"An American in Paris,"
In its second week at Loew's Penn at advanced
prices, was the only attraction to
register above average on the boxoffice
barometer. Other offerings seemed to have
little popular appeal.
Fulton—Adventures of Captain Fabian (Rep) 75
Harris—Little Egypt (U-I) 50
Penn—An American in Paris (MGM), 2nd wk ISO
Stanley-Behave Yourself! (RKO) 50
Warner Jungle Headhunters (RKO); Jungle of
Chang (RKO) 85
Back to Shooting Gallery
MOUNT HARMONY, 'W. VA.—The outdoor
theatre season has ended but the Harmony
Drive-In continues in "operation" Sunday
afternoons. Featured are shotgun and rifleshooting
matches and prizes are turkeys and
hams.
CLEVELAND
•Pherc was a full house in the federal courtroom
for the main event of the G&P
Amusement Co. antitrust .suit hearing when
William F. Rodgers, Loew's vice-president
and general salesmanager, was a witne.ss. In
addition to the regulars who were in almost
daily attendance, those present for the
Rodgers appearance included William N. Skirball,
Joe Lissauer, Morris Lefko, Jack Shulman,
Ernie Sands, M. B. Horwitz, Ernest
Schwartz, Ray Schmertz, Blair Mooney, Art
Goldsmith, Jack Sogg and Jack Bernstein.
Frank Slavik, owner of the Capitol Theatre
at Mount Gilead and the Lo-Net Theatre,
Wellington, narrowly escaped serious injuries
last week when his car skidded on the road
from Mount Gilead to Wellington. He suffered
bruises and shock but his car weis
badly smashed . . . George Delis, Canton ex-
. .
hibitor, sailed last week for Greece to visit
members of his family . The Variety Club
issued invitations to attend a grand opening
of its new quarters in the Carter hotel on
the evening of November 23. Cocktails and
hors d'oeuvres will be served. Chief Barker
Abe Kramer will be on hand to dispense
Annual election of Variety
hospitality . . .
Club officers will be held December 1.
George Davis, owner of the Liberty Thea-
. . .
tre at Wellsville, will be glad to get mail at
Allegheny General hospital, Pittsburgh, where
he is convalescing from a heart attack . . .
Dick Carlson is the newest Filmrow recruit.
He has joined RKO as a student booker, taking
over for Eddie Cutler, who has been promoted
to Gordon Campbell's accounts
Joe Robins, Warren and Niles theatre owner,
left for Miami to inspect his new granddaughter,
born a month ago to his daughter
Mrs. Phil Enkin. The new daddy is returning
from Florida to take over operation of the
Robins circuit.
Visitors aplenty were in town last week.
Spotted on Filmrow from Monday through
Friday were George Planck, Ohio Theatre.
Loudenville; Ralph Russell, Palace, Canton:
Marvin Harris, Toledo circuit owner: Jack
Armstrong of the Schwyn circuit: Selig Seligman
and Maury Baker of Northio's Cincinnati
office; Ed Ramsey, Plymouth Theatre.
Plymouth; Joe Calla of Canton and Al Ploenes
of Akron, Peter Wellman, Girard; H. C.
Waggoner, Star Theatre, Amsterdam, and
Weldon Waters and John Osborne jr. of the
Dipson circuit.
. .
Howard Roth, Paramount booker who has
stopped counting birthdays, last week suffered
his first tooth extraction, a molar to be
Mrs. Dave (Gussie) Schumann, one
exact . . .
of the owners of the Marvel Theatre, recently
suffered a heart attack from which she is
satisfactorily convalescing at Mount Sinai hospital
. . . Leo Jones Johnhancocked a Paramount
contract last week following a conference
with Paramount branch manager
Harry Buxbaum . Ray Watts, owner of the
Star Theatre, Delaware, was in town for the
first time in several weeks.
National Screen Service is offering a new
type of holiday trailer. It includes the entire
theatre personnel in extending best
wishes to patrons and manages to boost coming
screen attractions . . . Mrs. Nat Barach,
wife of the NSS branch manager, who was
on the sick list last week, is back on fuUtime
circulation . Ratener. unve-iii theatre
owner, sticks to hLs plaas of leaving December
1 to spend the winter in California.
Locw'-s opened the "Quo Vadls" prerelease
run November 20 at the StlUman Theatre on
Continuous daytime operation and reserved
seats In the evening, at 90 cents matinees and
$1.50 evenings.
. . .
Judith Lee Babb, daughter of the Kroger
Babbs of Hallmark fame, presented a piano
recital at Friends church, Wilmington
John "Casey" Wein, business manager for
F-5 and B-5 lATSE Local 160, reports that
his son, who recently had to undergo surgery,
is coming along fine . . . Otto Braeunig, RKO
office manager, was under the weather the
past week.
"Doc" Elliott, manager of the Falrview Theatre,
invited all his patrons to participate in
a week's celebration of the theatre's fourth
anniversary. Coffee, cookies and birthday cake
were served in the theatre lobby and on Saturday
there was a very special kid birthday
anniversary program consisting of color cartoons,
a serial and a feature . . . Tony Martin
was in town Thursday (22) for a single
appearance on the stage of the RKO Palace,
where his latest picture, "Two Tickets to
Broadway," was the screen attraction. Bringing
along his accompanist, he entertained with
a program of songs.
Ministers Okay 'Mom'
WILMINGTON, OHIO—Hallmark's Boston-
New Haven zone manager, Larry Craig, recently
screened "Mom and Dad" for about
100 ministers and rabbis in Lynn, Mass.. reporting
to the home office that all signed
a petition to the mayor asking that the picture
be given a perimt to be shown in Lynn.
Watts in a Name!
COLUMBUS, OHIO—A local woman named
Mrs. Quo Vadis Moore was discovered by Ben
Hayes, columnist for the Columbus Citizen.
She lives at 237 S. Highland Ave.
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BOXOFFICE November 24, 1951
73

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IMPERIAL—2108 Poync Ave., Cleveland
SCREEN CLASSICS— 1632 Central P'kwoy, Cincinnati
CROWN— 1 70S Blvd. of AHlQS— Pittsburgh
CINCINNATI
piection of the 1952 crew of Variety Tent 3
has been postponed to December 3, according
to Chief Barker Vance Schwartz. An
important general meeting of all members
was to take place in the clubrooms Monday
(19) with a buffet supper at 6:30 ... A boxing
show featuring Billy Graham, uncrowned
welterweight champ, and Danny Stepanovitch,
who has won 20 out of 25 starts, is
being sponsored by the Variety Club next
Tuesday (27) at 8:30 p. m. at the Music
Hall sports arena. All proceeds will go to
charities of the heart fund. Tickets may be
obtained at the Variety Club, Netherland
Plaza hotel, or at Fay's news shop. Sixth
near Walnut. Charles Dyer and George W.
Rhein are co-chairmen of the ticket committee
and Harry Hartman is general chairman
. Variety event is the
Thanksgiving party on Saturday night, December
1, which will include food, music and
entertainment.
Ralph Toelke, husband of Ethel Toelke,
RKO inspector, died November 14 at the
Christ hospital at age of 43 . . . While Bill
Onie was on Filmrow booking pictures for
his four theatres, someone smashed into his
parked car.
. . .
Bob Keyes of the Victory Theatre at Dayton
was in the city. He is an ardent rooter
for the Dayton university football team and
was confident of a DU victory over Marshall
college, Huntington Dorman Law has
reopened the Roxy Theatre at Roseville, Ohio,
for the winter while his drive-in is inactive.
Julian Silberstein of Huntington was in
Atlanta booking for the Oak Ridge, Tenn.,
theatre . J. "Pop" Wessel of the Film
Service Co. is again confined to his home by
illness . . . Margaret Woodruff, Lippert booker,
who was driving with several friends for a
vacation in Florida, suffered minor bruises
when her car skidded on an icy road south
of Stanford, Ky., and the party was forced
to spend most of the week in Stanford while
the car was being repaired. "Woody" gave
up the Florida trip and returned to Cincinnati.
John Quincy Hawkins, a porter for 20th-Fox
for the past 16 years, has been retired by
the company and is living at the Crawford
Home in College Hill. He has been replaced
by Ernest Bates . . . Dave Litto, RKO Ohio
salesman, has returned from a week's stay
in Martinsville, Ind.
Harry Yutze, Realart shipping clerk, was in
Virginia for several days with his wife attending
the funeral of her father . Weinberg
has joined the MGM booking staff . . .
Kenneth McEldowney, producer of "The
River," was a guest at the tradescreening at
the RKO Midwest projection room. The large
attendance included exhibitors, members of
the press and radio and many clergymen.
"The River" opened Its roadshow engagement
November 14 at the Guild Theatre. Adrienne
Corri, a featured player, was also a guest .
Margaret Kiser, Paramount assistant cashier,
expects her husband home from the service.
Mark S. Cummins, who now operates the
Acme Outdoor Theatre at Stockton, Ky.. and
Blue Gra.ss Drive-In, Georgetown, has purchased
the Hamilton Drive-In from Louis
Olt.
J. G. Kennedy Establishes
Detroit Film Company
DETROIT — James G. Kennedy, bette
known as Gaylord Kennedy, cameraman an('
exhibitor, is establishing the Kennedy Mo
tion Picture Service at 221 Glendale Ave
in Highland Park. His new firm will be devoted
to production of commercial and training
films and to some independent ventures
Kennedy has specialized in recent years ij
extended filming of special events, such a:
big parades and festivals, like the Gasparilli
Pirates festival at Tampa, in various southen
cities, and has sold a number of such films fo)
distribution by the old Eagle Lion Classic;
and other firms.
Kennedy has lived in Detroit for a numbei
of years, but started in the business, openini
a theatre in Waukon, Iowa, in 1913. He alsc
served as distributor for Chicago film ex-'
changes in Iowa, Minnesota and Wisconsin
Mi
ill
.,6HC
COLUMBUS
MjBlW
'IT'enneth McEldowney. with his wife anc,
Adrienne Corri, one of the young Englisl,
stars of "The River," attended the openinj
of the release at the World . . . Peter Held
son of Mrs. Felix Held here, is a membei ,, ......
of the cast of the Metropolitan Opera, "DieMj^emf*
Fledermaus," to appear on Loew's Ohio stage
'- *-"•
December 17-19.
Joe Sloan, former manager of Loew's Broad
his wife and year-old son David were Columbus
visitors over the Ohio State Homecoming
weekend. They were busy greeting'
friends around the Rialto . Garrett :
who was staff organist at Loew's Ohio from]
1933 to 1942, is now featured organist at Sea-
]
food Bay here. Garrett also is on the stafll.'
of WBNS-TV.
Sally Billingsly, West high school home-j
coming queen, was chosen Franklin count}
Queen of Queens in the Ohio State Journal's!
annual Homecoming Queens contest held at .
RKO Palace. All of the contestants were
guests of Manager Harry Schreiber for a,
showing of "Two Tickets to Broadway."
Irwin Johnson, WBNS disk jockey, had hiafl
picture in the Hallmark Productions news-'
letter for his playing of the Arthur Lee Simp-;
kins album from Hallmark's "Why Men Leave
Home" . . . Hallmark's two units from Columbus
got together recently in Carnegie
Okla. Paul and Joanne Ricketts motored
from Lawton, Okla., to chat with George and
Louise Van Fossen.
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74
BOXOFFICE
:
: November
24, 195

. . Rowland
. . Harry
^'mi
j
Mrs. Cromwell Sells
Theatres and Retires
BEDFORD. PA.—The Pitt and Bedford theatres
have been acquired under long-term
lease by B. J. Redfoot, Windber exhibitor and
veteran in the industry. With the transfer,
Mrs. Grace Cromwell retires from exhibition.
The widow of Harry R. Cromwell, exhibitor
for 30 years who died last April, Mrs. Cromwell
had managed the local theatres since
that time.
A number of proposed purchasers or investors
had made offers for the Pitt and
Bedford prior to the negotiations which
turned over the business to Redfoot. The
theatres are in excellent condition and repair,
due to the proper upkeep by the Cromwells,
Redfoot stated this week. The policy will be
changed but the new operator did not elaborate
on this subject. The Pitt is open daily
and the Bedford has been operating one
change of program on weekends only.
The Cromwells were well known in the
mideast area and were respected exhibitors.
Their theatres always were comfortable and
well equipped and they really did bring Broadway
to Main street for a score-and-a-half
years.
B. J. Redfoot. Windber exhibitor for 30
years as operator of the Arcadia, also had
operated the Central at Central City until
this theatre was destroyed by fire last year.
His experience in show business goes back
some years prior to entering exhibition. He
started as a nickelodeon ballad singer with
illustrated slides.
C. W. Dickinson Retires
Aiter Selling Bison
BROWNSVILLE, PA.—C. W. Dickinson, veteran
in film distribution and exhibition, retired
from the show business last week (15)
when he sold the Bison here to the Fayette
Amusement Co. A former circuit exhibitor.
he withdrew by sale and lease in the last year
or so until the Bison was his only operating
enterprise. A year or so ago he entered the
restaurant business and has made a great
success of the Ranch, located on Route 19,
four miles from Washington, Pa., and two
miles from Canonsburg. Dickinson had been
in the show business more than 30 years.
Three months ago Fayette Amusement Co.,
operating the Strand here, acquired the local
Plaza from the Moody Enterprises, with Mrs.
George Moody retiring. Leasing of the Bison
gives the Fayette enterprises Brownsville's
three theatres.
SAM FINEBERG
TOM McCLEARY
84 Van Braam Street i^
PITTSBURGH 19, PA ;''
Phone Express 1-0777 -
Movies Art Better Than E»tr How's Your Equipment* i
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PITTSBURGH
. . Rivoli
Dean Smith, projectionist at
J^
the Warner
in Erie, again is distributing the Christmas
Seal film trailers in the Erie area. He has
handled this work there for many years .
Approximately 200 boys and girls of the
school safety patrol at Butler were guests
of
Tuesday
tlie Butler theatre for a 4;30 p. m. show
Roxy at Ford City featured
(20) . . .
the Stoney Cooper stage show la.st Friday
Abe Rothenstein's automobile was
(16) . . .
recovered by police on the Bluff ramp near
Filmrow. The uptown and West Aliquippa
exhibitors car had been stolen from a public
parking lot about a month ago . at
Johnstown features Professor Quiz in a stage
broadcast over WARD every Thursday from
9 to 9:30 p. m.
. . . The
A musical was presented at the Miami in
Springdale the evening of November 14 by
the Elks' male chorus of New Kensington. St.
Alphonsus Mothers' club sponsored the event.
Anthony Latella, operator of the Miami and
a former professional musician, has entered
the grocery and fruit market busine.ss at New
Kensington ... A daughter was born last
week in West Penn hospital to the Marvin
Samuelsons. Papa is the city area Warner
circuit booker . . . Mox Bloomberg, Portage
exhibitor, was sworn in November 15 as a
member of the Johnstown redevelopment
authority, assigned to the slum clearance
group by Mayor Walter E. Rose
Manor in Squirrel Hill is closed for a month
for a complete redecorating job, and Warners'
Squirrel Hill is exhibiting the so-called A
pictures.
Mr. and Mrs. J. P. J. Kelly, parents of Gene
Kelly, attended the tradeshowing of MGM's
"It's a Big Country," in which the star of
"An American in Paris" appears without his
dancing shoes. Mother Kelly also was at the
local exchange to preview "Westward the
Women."
Dr. Harry C. Winslow, Meadville exhibitor,
served as master of ceremonies at the Armistice
day program staged by the American
Embassy at
Legion Post and auxiliary . . .
Johnstown presented a Salute to Education
week on the stage one evening last week . . .
Pittsburgh traffic engineer Don McNeil announced
that the Boulevard of the Allies
would be closed during most of 1952. Later
this was denied by Pennsylvania district highway
engmeer J. Paul Ambler . Rachlele's
Gem at Derry is closed Wednesdays
and Thursdays.
. . .
Atlas Theatre Supply has Installed in-car
heaters at the Basle Bros. Route 19 Drive-In
near Washington, Pa., and the outdoor theatre
will remain open "all-year," said the
management . at Wllkinsburg's
"Jim Thorpe—All American" promotion
trophy award was won by Bill Swope, grldder,
according to Rege McCall, manager . . . Glgi
Perreau, U-I's 9-year-old star, is expected to
be here for exploitations on November 29
The general election is several weeks In
the past and city newspapers report that
the Paul Bronders, local exhibitors, are reg-
. . .
istered as Republicans. They had been pictured
on 24-sheets and other advertising acce.s.sories
with their two daughters advertising
Democratic candidates. Our news item
on this November 3 stated that the advertisement
"is suppo.sed to represent a family evidently
endorsing political nominees"
Basle at Washington, Pa., will feature two
Henry J automobile awards, not one.
Sunday Films Are Okayed
In Recount of Votes
EBENSBURG, PA.—The proposal to permit
Sunday films in South Fork was approved by
the voters with a scant margin of six votes.
A recheck by the county computation board
showed there were 469 votes in favor of Sunday
shows and 463 against. These figures, nowreleased
by the board, reversed the unofficial
coimt which indicated that the Sunday film
question had been defeated. The unofficial
returns from South Fork's four precincts
showed that the plan had been voted down
by 15 votes—484 to 469. Recounted were the
votes cast in the two precincts of the second
ward: votes in the two precincts of the first
ward were not recounted as there were no
conflictions on return sheets. No approval
votes were gained in the recount, but the
computation board found that eight extra
disapproval votes were registered in the second
ward's first precinct and thirteen extra
"no" votes were scored illegally in the same
ward's second precinct. With removal of 21
"padded" disapproval votes. Sunday films
were approved. The board described the 21
votes mostly as "incorrectly marked ballots."
HANDY SUBSCRIPTION ORDER FORM
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DETROIT
^lyde D. Wixom, former lessee of the Co-
. . .
lumbia, is devoting his first winter of retirement
to fixing up the air calliope he has
installed in his basement Victor Lopez
Hererra has given up his interest in La Mexicana
grocery and specialty store, to devote
full attention to operation of the Azteca, with
a Mexican picture policy . . , David Korman,
circuit owner, has added a sideline for the
Christmas trade—a full-scale toy business.
. . Oliver
Ernest M. Chrysler is the new eastern
Michigan salesman for Monogram. He comes
from Florida, where he has managed a boat
bu.siness with his brother, Floyd W. Chrysler,
who also heads Chrysler Associated Theatres
. . . Harry A. Dolan has moved Dolan
Theatre Service to a new west side headquarters
at 15468 Stoepel Ave
Carver, head of American Popcorn Confections
Co., is convalescing following a serious
virus infection.
tiac Drive-In. Their daughter-in-law, Mrs.
Nina Samuels, and her daughter accompanied
them, to sail from there for Rodman, Canal
Zone, to join her husband, who is in the
navy
. Campbell, former Cleveland
booker, is covering the upstate territory for
RKO. George Sampson, RKO salesman, was
in Grand Rapids for a day.
E. B. Dudley reopened the Russell, east
side Negro house, which has been dark several
weeks . . . Murray Devaney, RKO manager,
was host to most of the RKO big sales
wheels for several days . . . Milton Zimmerman,
Columbia manager, is putting every
available minute on the Will Rogers drive . . .
Lee Goldsmith and Bertram Friedman of
Universal are heading east for the Thanksgiving
holiday, to be at home in New York
City . . . Helen Kalkanas, member of the
Republic staff the last few years, is leaving
to take a civil service post.
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LOUISVILLE
ns an inducement to obtain patronage dur-
** ing the cold weather, the Kenwood
Drive-In is offering one return pass per car
when the temperature at the show goes below
50 degrees . . . The Twin Drive-In during
the next four months will be open on
Fridays, Saturdays and Sundays only. On
nights the temperature is below 50 degrees, a
heater will be furnished to each car, with
no charge.
"Tales of Hoffmann" opened at the Scoop
Theatre November 15. Two performances
daily are scheduled, but extra matinees will
be added Saturdays, Sundays and holidays
at 5:30. Reserved seats are in effect at all
performances, with mail orders accepted.
Prices will run from $1.25 to $2.40 . . Exhibi-
.
tors seen on the Row recently included A. N.
Miles, Eminence; Gene Lutes. Frankfort: E.
L. Ornstein, Marengo, Ind.; George Peyton,
LaGrange; Hugh and Mrs. Kessler, Palmyra,
Ind.; Homer Wirth, Crane, Ind.; Oscar Hopper,
Lebanon, and Mrs. Lyell Webb, Burkesville,
Ky.
Ernest J. DeSoto, national vice-president
of the Third Armored Division Ass'n, and
R. T. Kehoe, a fellow member of the group,
presented to Mary Anderson Theatre Manager
Cliff Buechel a citation of appreciation
for being the first Louisville exhibitor to
show 'The Tanks Ai-e Coming." The film
was shot at Ft. Knox, Ky., near here and
pictures the Third armored smashing through
the Siegfried line.
Mrs. Clyde Marshall, co-owner and manager
of the Columbian Theatre at Columbia,
was in town recently to attend the cancer
meeting at the Brown hotel and, on the following
day, to attend the crippled children
commissions' luncheon at the Seelbach hotel.
Mrs. Marshall, a civic-minded woman and
very active in local affairs, has been a
members of the Kentucky crippled children's
commission for a great many years and extremely
active in the organization. Recently
she was awarded a certificate in recognition
of her work.
Polish Film Ends Run
At Hamtramck House
DETROIT—"Zabawcki," Polish film, was
booked into the Campau Theatre in Hamtramck
by Rogers Lanzon, former exhibitor,
now acting as an independent film distributor.
The run was for seven days, with Lanyon
personally at the house handling arrangements.
The Campau is being managed by
John Guiton for the Holtz Realty interests.
Lanyon formerly operated the now closed
west side Chopin here, but now is specializing
in distribution of Polish, German and other
films.
John Lambros Named
FARRELL, PA.—John Lambros, co-owner
of the Capitol and Colonial theatres, has
been appointed a member of the city's slum
clearance and urban redevelopment committee.
Lambros and other members of the group
will consult with the Parrell planning commission
in lining
up the projects.
Oshie Baker, Detroit,
Dies of Heart Attack
DETROIT—Oshle I. Baker, part owner of
two suburban theatres, the Mel in Melvlndale
and the Farnum in Hamtramck, died recently
(8) following a heart attack two weeks
earlier. He was 58. Baker was not active In
theatre operation but headed his own Jewelry
manufacturing firm In addition to his theatre
interests. He was a member of Detroit
Variety Club. He leaves his wife Ethel, the
daughter of Louis B. Schlussel, principal
owner of the two theatres, and three daughters.
Mrs. Monica Embach, the widow of John
A. Embach, died here November 6. She was
the mother of W. I. "Gus" Embach, booker
for General Theatre Service, who has had a
long career on Detroit's Fllmrow. Nine other
children also survive.
Arthur H. Wilson, 77, died at his home
here November 10. He was the father of Mrs.
Alice Gorham, exploitation head of United
Detroit Theatres and Detroit's unofficial
"first lady of the theatre." Four other children
survive.
Mrs. Jennie Sturgess, member of a wellknown
Michigan film family, died November 8
on her 64th birthday following a heart attack.
She had been active that evening
operating the Grand Theatre at Grandville,
where she was associated with her son
Howard for the past several years.
Mrs. Sturgess was the widow of William
G. Sturgess, a film salesman here for many
years and with Republic in his last years.
Another son Fred is a booker for Cooperative
Theatres in Detroit. She also leaves a daughter.
Detroit Art Shuttered;
To Be Made Into Store
DETROIT—The Art Theatre, small eastside
house, has been closed, following a short
period of operation by Dr. Gabriel Kishardy.
and Is being cenverted into a store and shop
structure by the Service Emblem Co. The Art
has had a checkered career in recent years
and Its passing marks a decrease in competition
in a location over-seated for several
years. Located along Gratiot avenue, the
house faced competition from the Dawn, Romeo
and the big Roosevelt on its own street.
Other houses were situated along secondary
business streets in the same section, giving
avenue houses a thinner territory to draw
from.
Several theatres have disappeared from this
street and general locality over the last two
decades—all of them small, like the Art. The
latter house itself ceased to be an active factor
in competition for the English trade
around the time of the depression, when it
was called the Library. It was known In between
as the Adlon, the Europa and the Elite.
In prewar days, it was the home of German
films, and for a while ran with Italian pictures
and again with a varied art film
policy, occasionally returning to straight
American policy. At one time, it ran Italian
films, fighting for this small segment of trade
In direct opposition to another Italian policy
at the Romeo, a couple of blocks away. The
Art has been intermittently closed or running
only a few days a week for several years.
SPRINGFIELD
11 25-cent admission price from noon until
until 1 p. m. has tripled attendance at
Chakeres" five theatres here, according to
Mike Chakeres, general manager. The new
price policy has succeeded In enlarging patronage
but has not added much Income, he
said, pointing out that getting greater attendance
was one of the objectives of the new
policy. The bargain hour will be continued
night parking for the Springfield
theatre customers Is also gradually building up
attendance.
Christma-s gift books of tickets for all
Chakeres theatres in Ohio and Kentucky
will go on sale December 1. The books will
be $3 and $5 and are being promoted by direct
mail advertising to factories, department
heads and stores ... In advertising
"
for "Angels in the Outfield at the State, a
money-back guarantee was offered to theatregoers
who did not enjoy the show. There were
no takers.
A Porky Pig cartoon show was scheduled
Friday (23i for .school children on the Thanksgiving
vacation. A tieup was made with Sunbeam
Bakeries to give cake to all children
atending the morning show and candy was
al.so supplied. The cartoon shows were booked
for the Regent, State and Majestic theatres.
Those attending were invited to stay for the
regular show . . . Springfield theati-es began
special shows on Thanksgiving day and "An
American In Paris" began at the Regent,
heralded by an advertising campaign.
Irving Tomback, Warners' public relations
director, spent two days In Springfield to
assist in the promotion of "A Streetcar
Named Desire." Heralds were sent to Springfield
Civic Theatre members and extra ad-
.
. . .
vertising in newspapers and on the radio.
Regent manager John Huffman also had a
20-foot photo placed on a light pole near the
theatre Owen, manager of the
Majestic, has planned a special advertising
campaign tor the showing of "Pickup"
Phil Chakeres, head of the Chakeres chain,
and Ray Frisz, film buyer, attended the Theatre
Pioneer dinner while on a business and
pleasure trip in New York.
Xmas Frolics
UNIONTOWN, PA.—The series
Staged
of amateur
contests Tuesday evenings at the Manos
State here were successfully staged and the
finals November 13 were presented as
Christmas Frolics. Uniontown Merchants
Ass'n combined with the theatre and radio
station WMBS in the program. Mickey Sharp,
drummer, won first prize with 18 amateur
contest winners competing. The Uniontown
Music club's minstrels participated. Johnny
Silver and his orchestra supplied the accompaniment,
and amateur awards were $200,
SlOO and $50. Proceeds go toward the Christmas
parade and street lighting. Joseph Bugala
is Uniontown city manager for the Manos circuit,
operating the State, Manos and Penn
here.
Eddie Borden Signed
Eddie Borden, oldtime vaudevlllian who introduced
Bing Crosby to Paul Whiteman, has
been signed for the role of a clown in Paramount's
"Somebody Loves Me."
BOXOFFICE November 24, 1951 77

. . Federal
WEST VIRGINIA
A turkey shoot was staged last Saturday
afternoon at the EUis Drive-In near
Clarksburg for the Bridgeport fire department's
pumper fund . . . Morgantown council
is investigating a request from the R. D.
Morrow Co. of Pittsburgh to build a coaxial
cable system for piping television to Morgantown
homes . authorities have
again refused to release materials for the
. . Committee for the annual
construction of four public swimming pools
in Wheeling .
Times Christmas fund benefit show at the
Fairmont in Fairmont on December 15 includes
Marty Shearn, manager of the theatre:
Danny Sestito, manager of the Virginia:
Huett Nestor, lATSE: former Fairmont theatre
manager Art Pearce of Hazlett, and Glenn
Jackson, manager of radio station WMMN.
Plans are nearing completion for
erection
of a national guard armory in Elkins . . .
Mayor Wilbert Miner of Moundsville, newly
elected president of the West Virginia League
of Municipalities, states that the league plans
to develop a complete tax structure to provide
municipalities with sufficient funds to
operate without depending on "so-called
nuisance taxes." Following a meeting in
Charleston, Miner revealed that the organization
is going to work in an effort to get
the cities a share of the 5 per cent gasohne
tax being collected by the state . . . Twenty
rooms have been reserved at the McLure hotel
in Wheeling for the Bob Hope entourage when
it arrives for the world premiere of "My
Favorite Spy" in the living room of Dr. and
Mrs. M. J. Kuchinka's residence at Bellaire,
Ohio, the evening of November 27.
Cohen Circuit Abandons
Daily Matinees at Rio
DETROIT—The Rio, operated by the Cohen
circuit, became the second major west-side
house to abandon daily matinees after about
15 years of continuous policy, following the
lead of the Midway in suburban Dearborn.
Trend toward fewer shifts has been growing
in recent months, with less all-night houses
and fewer matinees. Exhibitors adopting the
policy believe that the saving in operating
expenses will offset any loss of patronage.
The Rio move means a sharp decrease in
show choice available to west siders of the
Springwells community, since the Cohens also
closed the Capitol, located about two blocks
away, recently, and are keeping this house
dark.
Annual 'Christmas Salute' — Variety Clubs-Will
Rogers Memorial hospital — November and December
—1951.
•HoiAT/^rr/ 14 SoMtk (%m. f
Detroit Perrien Sets
Example of Success
DETROIT — The Perrien Theatre, smaU
east side house recently taken over by Mr.
and Mrs. Thomas Gibbons, is setting a modest,
though not dramatic, example of how a small
theatre can get along in difficult times by
careful management, a bit of showmanship
and resourcefulness.
The Gibbonses are new to theatre operation,
but have some background of acquaintance
with the field because Mrs. Gibbons' son
Theodore was a projectionist in Pittsburgh,
their former home. It was the original plan
to make it a family operation, but, Mrs. Gibbons
pointed out, younger members of the
family have found that they could not accustom
themselves to the hours required by
show business, and have gone into other
Unes. Mrs. Gibbons is taking on most of the
responsibility for active operation, including
the cashier's job that goes almost inevitably
to the distaff member in a small family operation.
Gibbons is with Packard Motor Co.
days, and is not able to devote full time to
the theatre.
Up in the booth is another experienced
man, Donald B. Lovewell, himself a former
Detroit exhibitor, now a projectionist. Special
inducements to meet the apparent requirements
of the neighborhood have been
adopted. The house is in a very competitive
area, in an old neighborhood with a mixture
of Polish and Negro population on alternate
sides.
Two nights of dish giveaways are being
used, a formula long popular with east side
houses here. On the Thursday-Friday-Saturday
change, the house regularly plays three
features, meeting the policy set by opposition
houses. With these special adjustments, the
house is able to hold fair patronage.
This particular
Santa — the one
you see on the
Christmas Seals —
is a very healthy forty-five!
Yes, this is the 45th annual
Christmas Seal Sale - a holiday
custom that has made possible one of the great
social, economic, and medical achievements of the present century.
Your purchase of Christmas Seals has helped save
5,000,000 lives. Yet, tuberculosis kills more people
than all other infectious diseases combined.
So, please answer once again the call that comes but once
a year -and help make possible the campaign against
tuberculosis every day of the year.
Because of the importance
of the obove
message, this space has
been contributed by BOXOFFICE
Ohio Showmen Are Asked
To Report Tax-Free Shows
COLUMBUS—Ohio exhibitors are urged by
Martin G. Smith, president of the Independent
Theatre Owners of Ohio, to report any
tax-free shows given in their communities
which do not qualify for federal tax exemptions
under new tax laws govering admissions.
"The Bureau of Internal Revenue cannot
be expected to detect every attempt to take
advantage of the bill by organizations which
are not entitled to an exemption under the
act," said Smith. "Some day we may be able
to get rid of this nuisance tax, provided the
industry will cooperate wholeheartedly in the
effort," he added. "In the meantime, exhibitors
must see to it that they are not subjected
to unfair competition of those who
claim exemption from the tax but who are
not entitled thereto under the act."
Smith pointed out that admissions are not
exempt from the tax if they are for motion
picture exhibitions, wrestling and boxing
matches, carnivals, rodeos or circuses where
professionals participate for compensation,
and athletic contests, unless the proceeds go
exclusively to elementary or secondary schools
or to hospitals for crippled children.
The federal revenue act now exempts from
the admissions tax where all of the proceeds
go to the following: educational and charitable
organizations, symphony orchestras,
Chautauquas, national guard, reserve officers
and veterans organizations, police and fire
departments, agricultural fairs, nonprofit
civic concerts and swimming pools, historical
society exhibits and Shrines.
i:^:
78
BOXOFFICE :
: November
24, 1951

. . Irving
RKO Starts Buildup
For 'Snow While'
BOSTON— Nat Levy, eastern division sales
manager, and Terry Turner, national director
of exploitation and publicity for RKO.
conferred with a group of exhibitors and
circuit heads at a luncheon at the Copley
Plaza hotel on the rerelea.se of Walt Disney's
"Snow White and the Seven Dwarfs."
which will be shown in New England during
the week of February 15-24. "That date was
selected to launch the film in all theatres
of size and consequence in your territory because
it will reach the school children during
their late winter vacations." said Levy.
"With 'Snow White' we will show the new
Disney two-reeler, 'The Olympic Elk.' After
all. there are 25.000.000 new Americans awaiting
the return of 'Snow White.'
ELABORATE SETUP PLANNED
The RKO chiefs also visited other New
England exchange cities.
Turner gave the salient points of the
campaign now under way. "We are sending
the original voice of Snow White as well as
Donald Duck and the seven dwarfs to New
England. Also, we will pick a Snow White
from each New England state, along with
a Prince Charming and a chaperon to be
flown to England. Six of these troupes will
tour each theatre playing the film in each
New England state, heralded by a huge radio
and TV promotional campaign. Each theatre
will be a hand-tailored job and individually
treated. We are planning to spend
money in your territory and will follow in
other sections of the country. The campaign
will start off with a bang on Christmas
afternoon on Walt Disney's hour-long
TV program, which will be devoted to 'Snow
White.' the classic that will live forever."
Seated at the head table with Levy and
Turner were Hatton Taylor. RKO branch
manager; Irving Ludwig and Charles Levey
of the Disney office; Samuel Pinanski. ATC:
Paul Keyes. Yankee network; Ernest Hoftyzer
and Frank Dunn of the Boston Hearst papers;
Joe Saxe, Boston Herald-Traveler; John Reid,
Boston Globe; William Ford and Lyman
Armes, Boston Post, and Larry Gardiner.
RKO sales manager.
WIDE EXECUTIVE REPRESENTATION
The following circuit heads and exhibitors
were asked to rise when their names were
called: Max Hoffman and Dan Finn. B&Q;
Ben Domingo. RKO; Chester Stoddard and
Jerry Govan. New England Theatres; Sam
Pinanski, ATC; Phil Berler, E. M. Loew's;
Max Levenson and Ben Rosenthal, Levenson
circuit; Ed Fahey. Shea circuit; Morton and
Fisher Zeitz, Zeitz circuit; Joe Liss. Warner
Theatres; Jerry Crowley, Daytz Theatres;
Richard Smith, Smith Theatres; Seth Field.
Affiliated Theatres; Samuel Kurson. Graphic
circuit; Stanley Sumner, University Theatre;
Roy Burroughs. R&W circuit; Phil Bloomberg,
Salem; Bob McNulty, Marblehead, and
Ben Williams, Joe Cohen, Hy Young and Bill
Mulcahey. Maine and New Hampshire circuit
bookers.
Gift to Stagehand Lou Mello
HARTFORD—A small gathering of local
stagehands joined with Lou Cohen. Loew's
Poll manager, in giving a birthday gift to
stagehand Lou Mello back stage at Loew's
Poll.
BOSTON
peter Johnson, poster boy at National Screen
Service, took honors in both the open pairs
and teams of four events in the annual New
England contract bridge tournament. He
played with Eddie Marcus, nationally known
bridge player from Boston, to win top score
over a large field . "Mac" Farber
and Eddie Ruff of Regal Pictures have a print
of "Bonnie Piince Charlie," the Alexander
Korda color film made in England starring
David Niven. which was shown to the English
actor when he was here for the pre-Broadway
showing of "Nina" with Gloria Swanson
at the Shubert Theatre.
Sympathy to the family of Mrs. Sarah
Farber. wife of the head of Regal Pictures,
of Maynard Sickles of NSS and of Mrs. Irving
Sickles who died recently. She was the mother
and a sister of Harry "Zippie" Goldman, retired
independent distributor . . . Doc Tewksbury
of the Opera House in Stonington, Me.,
made one of his rare trips to the city, conferring
at the Affiliated Theatres office, which
does his buying and booking, and with Eddie
Hosmer of Independent Theatre Supply for
Joe Stanzler closed
his booth equipment . . .
the Boro Drive-In, North Attleboro, except
for weekends. He is planning to go to Arizona,
where he has an interest in a drive-in, to
stay until February.
One of the first to comply with the government
request to send in copper drippings
from carbons is Stanley Sumner of the University
Theatre. Cambridge, who collected 25
pounds . . . Edmund J. Brady, 65. exhibitor
who ran silent films in the Town Hall of
Randolph. Me., died at his home there. When
the Randolph Theatre was built he was the
original manager, retiring several years ago.
The Westfield Theatre, operated by the
Shea circuit, has been closed. It is understood
Shea is negotiating with the CIO for
booth operators. If negotiations are successful
the theatre will immediately reopen. It is
one of five theatres operated by the Shea
circuit in the New England states . .
Walter
.
Diehl. business agent of lATSE Local 182 has
been appointed as employes representative on
the minimum wage board by Commissioner
of Labor John J. Delmonte. Frank Lydon of
Allied Theatres of New England was appointed
to represent the employers on the nineman
board to review and revise the minimum
wage order.
John Latchis, a brother of Spero and Peter,
who supervises the Metropolitan in Leominster,
was in a Brattleboro hospital for observation
. . . Joe Mathieu closed his Keene,
N. H.. Drive-In and went to Pinehurst, N. C,
for two weeks of golf, a game in which he
excels . . . Salesman Saul Simons became a
grandfather again when a daughter gave birth
to her second child, a girl.
Harry Rogovin's son Jerry was married
this week (22^ to Frances Hayes of Chestnut
Hill. His dad is the district manager for
Columbia here ... A new student booker.
Clarence Moon, has been added at Paramount
Mrs. Ira Howes, owner of the New Theatre
in Patten, Me., is ill .
at her home . .
.
Edward Bowen of the Oakfield (Me.) Theatre
is visiting relatives in Connecticut . . .
Tom Duane's son Tom jr. is first string
quarterback for Thayer academy, which keeps
his dad busy watching Saturday afternoon
prep school football games.
NE Allied Theatres
Renames M. J. MuUin
BOSTON— Allied Theatres of .N'
'• Kni-land
re-elected Martin J. Mullin. president ol New
England Theatres, at its annual election. Allied
Theatres of New England has no affiliation
with any national organization.
Vice-presidents elected were Ben Domingo.
RKO Theatres; Samuel Pinanski. American
Theatres Corp.; Al Somerby, Old Howard Theatre,
and Charles Kurtzman, northeastern division
manager, Loews Theatres.
Kurtzman also is secretary, with Stanley
Sumner, University Theatre, Cambridge, as
treasurer. Frank C. Lydon was re-elected
executive secretary. The board of directors is
made up of John J. Ford, Maine & New
Hampshire Theatres; E. Harold Stoneman,
Interstate Theatres; John S, Giles, Giles circuit;
Edward Cuddy, New England Theatres:
Lloyd Clarke, Middle.sex Amusement Co.;
Walter Brown. Boston Garden; James Doyle.
Smith Management, and Harry Feinstein and
Joseph P. Liss of Warner Theatres.
Ad Club of New Haven
Fetes Harry F. Shaw
NEW HAVEN—Over 350 attended a
luncheon
honoring Harry F. Shaw, Loew's PoU
division manager here for the past 18 years,
at a New Haven Advertising club luncheon
at the Towne House last week. The day was
set aside as "Harry Shaw" day in appreciation
of the man "who is always ready and
willing to go allout for the club and the city."
Shaw was lauded as an important factor
in the community in promoting goodwill
among various groups, and in generously
lending his talents and his energies to projects
of all types which have benefited the
city.
Since coming to New Haven in 1933. to
head the Poll houses in eight cities in Connecticut
and southern Massachusetts. Shaw
has been constantly active in club, charitable
and civic events. During World War II he
arranged all tours of motion picture celebrities
who were sent out of Hollywood for
bond-selling activities, and he had a major
role in directing Movietime U.S.A. activities
in Connecticut and Massachusetts recently.
Vincent Youmatz Settles
Contractors Lawsuit
HARTFORD — An out-of-court
settlement
has been reached in the case of Raymond
Decker and Nicholas Florio of Torrington
against Vincent Youmatz. owner of the Sky-
Vue Drive-In there. Amount of the settlement
was not disclosed.
Trial of the action, which involved a contracting
job by the plaintiffs at the theatre,
was held about a month ago in common
pleas court, with Decker and Florio seeking
pa>-ment from Youmatz on work performed
in erecting a building at the drive-in
site. The defendant claimed the job was
not done in a workmanlike manner and was
not completed.
Rhubarb' on Cat Week Stamp
Stamps embossed with the picture of "Rhubarb"
of the Paramount comedy will be issued
by the National Cat Foundation for National
Cat week.
BOXOFFICE Novembfer 24, 1951 NE 79

. . . Roger
. . The
. . The
. . "The
'
NEW HAVEN
/^haries Tomasino, former White Way exhibitor;
Robert Elliano of the Colonial,
Walnut Beach; Al Pickus, Stratford Theatre;
John Pavone, Monogram manager;
Harry F. Shaw, Loew's Poll division manager;
Morris Jacobson of the Strand Amusement
Co.; Herman M. Levy, Connecticut
MPTO executive secretary, and Barney Pitkin,
RKO manager, attended the Motion Picture
Pioneers club dinner last week at New
York.
Mrs. Francis Lambert, operator of the 586-
seat Glastonbury since 1949. has joined with
Amalgamated booking and buying service . . .
Norman Ayers, Warner district manager, was
in . . . Phil Gravitz's son Michael will celebrate
his bar mitzvah at Keser Israel December
8 . . . Dave Thibault is the new manager
at the Tower, Waterbury, succeeding
Richard Rein, who has gone into the service
Mahan, who divides his time between
Connecticut and Pennsylvania theatres,
was in Philadelphia to book the Montrose
and White Haven last week.
WHEN YOU NEED
SPECIAL TRAILERS
'GOOD' AND f-A-S-r
UNO YOUR ORDER TO
FILMACK
CHICAGO, 1327 S. Wabash
NEW YORK, 630 NinthA*.
.
Howard in Dixwell and the Rivoli and
Lawrence Fishman theatres are using an
ovenware giveaway . Park in Thomaston
started a dinnerware premium twice a
week . . . Bob Schwartz, Waterbury exhibitor,
is putting up ranch houses as a
The College here has changed
sideline . . .
to a Thursday opening policy of
the Bijou, which has been a weekend house
recently but held "An American in Paris" a
The Warner
full week, is now uncertain . . .
circuit offered midnight shows at 74 cents
admission with sneak previews of coming pictures
at New Haven, Danbury, Bridgeport,
Norwich, New Britain and New London
Wednesday (21).
. . .
. . .
Walt Silverman, Columbia manager, left on
a hunting vacation Denny Rich, manager
of the Cameo, is now handling the
Cameo and Bristol . . Sol Popolizio of 20th-
.
Fox celebrated a birthday . Lavender
Hill Mob" has been filling the little Lincoln
are theatre here more than two weeks
"Too Young ot Kiss" was pulled from College
at last minute and booked at the Poll
after some exploitation had gone out
Irv Hillman. back in New Haven at
. . .
the
Roger Sherman as manager after 14 years,
is looking for an apartment for wife and
daughter.
Morris and Joe Shulman, Hartford; Sam
Cornish, Nlantlc; Frances Lambert, Glastonbury;
Roger Mahan and Bob Schwartz,
Waterbury, were among the exhibitors on
Fllmrow.
Warner Theatres Hold
Meeting in Hartford
HARTFORD—Harry Felnstein, zone man-
ager, presided at the Warner Theatres dis-
;
trict managers meeting in the Regal Theatre
building. In attendance were J. M. Totman,
John Hesse, zone headquarters; Jim McCarthy,
Strand; Joe Stanwood, Regal, Hartford;
Joe Borenstein, Strand; Joe Miklos,
Embassy. New Britain; Dennis J. Rich,
Cameo, Bristol; Jack Sanson, State, Manchester;
Nick Brickates, Garde, New London,
and Jack Petroskl. Palace. Norwich.
NEWHAMPSHIRE
"The Starway Drive-In in Somersworth has
closed for the season. The management
said the ozoner will resume shows early
next spring ... A series of film programs
has been started for children in Goffstown,
under sponsorship of the Goffstown Chamber
of Commerce. The initial program included
"In Old New Mexico," a cartoon and
two chapters of a serial.
Plans are under way for a revival of the
"Swanzey Historical Pageant," which was
successfully presented in Swanzey 15 years
ago. It will be presented next August 2, 3,
on the grounds once owned by Swanzey's own
Denman Thompson, who wrote and starred
in the famous play, "The Old Homestead"
Despite the fact that television has
. . .
given a big shot in the arm to the promotion
of "live" wrestling matches, two recent
grappling .shows at Cocoanut Grove in Manchester
drew a total of only 473 spectators.
GOODWILL AWARD AND BANKNIGHT
will get the people out of their homes away from the
radio and television
And to Your Theatre
There are over 100 theatres in the New England territory
proving it every week.
IT'S
THE LEGAL WAY AND THE PROVEN WAY
Wrife or call us and we will see you
GOODWILL ADVERTISING COMPANY
22 Church Street Liberty 2-9305 Boston. Mass.
80 BOXOFFICE November 24, 1951
i^
I
I

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Sfieci^ /4«tKcuKcemeHt
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PARAMOUNT fTcTURES CORP.
;i^i*T'
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The best in audience and exhibitor appreciation goes to CENTURY — manufacturers
of the finest motion picture projection and sound reproducing equipment.
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. . . The
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CONTACT YOUR LOCAL EXCHANGE
BAY STATE— 36-38 Melrose St.—Boston
CONNECTICUT FILMS— 126 Meadow St.—New Hovon
82
HARTFORD
Ctate Treasurer Joe Adomo, son of the Sal
Adornos of the Adorno-Middletown Theatres,
finally got his World War II service
medals the other day— five years after being
discharged from the army. The Middletown
native and three-time state treasurer received
the medals as a "special bonus" after
completing his latest army reserve officer's
phy.sical examination in Hartford. "The
medals," says Joe, "will be nice to keep as a
niomento. As for the uniform—well. I can't
get into it any more !
The Kupchunos Bros, closed the East
Windsor Drive-In, between East Hartford
and Thompsonville, for the winter. Final
show of the season featured two Paramount
revivals, "Holiday Inn" and "Wake Island"
Rifkin circuit's Jefferson, Springfield,
has a new dinnerware giveaway . . .
The E. M. Loew circuit is running vaudeville
shows on weekends at the 1,800-seat
Court Square, Springfield, managed by Sam
Schechter. The circuit has shuttered the
Riverdale Drive-In, West Springfield, also
supervised by Schechter. During the recent
illness of Hartford Division Manager George
E. Landers, Schechter filled in at the Hartford
offices, along with Jay Finn of the
Hartford Drive-In, Newington.
WORCESTER
jV/Tarjory Giard is the replacement in the
Loew's Poll boxoffice for Laura Mascia,
Dorothy Lamour's recent
who resigned . . .
trip to town gave a columnist a lead on a
story about her first visit to Worcester 18
years ago. At that time she was a beauty contest
winner with a Fanchon-Marco stage
show at the Poli.
Two men were sentenced in superior court
for breaking into the Greendale and stealing
the office safe August 20. Thomas L. Mills,
19. received a six-month term in jail and
William Bourget, 20, got a suspended sentence
for the same period. They took the safe to a
suburban town, where they forced it open and
took $433, mostly in rolled coins.
Broderick Crawford flew up from Washington
for a personal at Loew's Poli. He was
guest at an informal luncheon at the Bancroft
Room and made several radio appearances.
FALL RIVER
n procession down the main thoroughfare,
a visit to the B.M.C. Dm-fee High school
and meeting prominent residents preceded
Broderick Crawford's personal appearance at
the Empire Theatre in conjunction with the
showing of "The Mob" . Capitol Theatre,
managed by James Knight, has changed
its program policy from two to three new
offerings weekly. Shown are pictures which
proved boxoffice hits at the other Yamins
theatres.
Offerings of turlieys were made at several
local theatres the week before Thanksgiving.
Participating theatres included the Park
and Capitol here and the Island Park in
nearby Portsmouth, R. I. . . . The Park, managed
by James MacNamara, is offering
Thursday night dinnerware, silverware, ovenware
or gla.ssware giveaways.
Tickets' Big in Boston
After Nine-Day Bally
BOSTON—A nine-day saturation campaign
for RKO's musical, "Two Tickets to Broadway,"
was executed by Red King, advertising
and publicity chief for RKO Theatres in Bos- :
ton, and Ralph Banghart, director of exploi-:
tation for RKO in New England. The film!
pulled down the biggest gross of the year at^
the 3,500-seat Memorial Theatre.
Tieing in on the huge campaign were the
Boston Sunday Herald and the Boston Trav-
.
eler; Filene's, Jordan's and Kennedy's de-l
partment stores: the New York, New Haven 'j
& Hartford railroad, the Park Sheraton hotels
j
and local radio stations.
A limerick contest with accompanying art
and stories ran a week in the Traveler with
the grand prize an all-expense weekend in
New York for two. This contest closed on the
opening day of the musical with the winner
announced later.
(Average Is 100)
Astor—A Streetcar Named Desire (WB), 4th wk- 130
j
Beacon Hill—The River (UA), 7th wk 60
Boston—Anne of the Indies (20lh-Fox);
Blackmailed (Bell), 2nd wk
' 90
Exeter Street—The Lavender Hill Mob (U-I),
2nd wk 200
Memorial Tw^o Tickets to Broadway (RKO):
Highly Dangerous (LP) _ 190 !
Metropolitan Detective Story (Para); Crazy Over
Horses (Mono) 150
Paramount and Fenway Come Fill the Cup '
(WB)-
Two-Dollar Bettor (Realart) 145 |
State and Orpheum An American in Paris
MGM), 3rd wk 120 '
Trans-Lux—Pool of London (U-I) 90
'Americcm in Paris' Grosses
160 in Second Week
HARTFORD—"An American in
Paris" did
terrific business in a second week at the
Palace, looking good enough to go a nowrare
three-week stand,
Allyn—When Worlds Collide (Para); The Sea
Hornet (Rep) 110
E M. Loew—The Mob (Col); The Magic Carpet'
(Col), 2nd wk 130 ;
Poll—Anne ol the Indies (20th-Fox); Cage ol
Gold (U-1) 115
•
Palace An American in Paris (MGM), 2nd wk 160
Regal—Corsican Brothers (Realart); The Man in
,
the Iron Mask (Realart), reissues 90'
Strand—The Blue VeU (RKO); Lilli Marlene i
(RKO) 140-
WILLIAM RISEMAN
ASSOCIATES
.i^l
Theatre Specialists in
|
I Remodeling and |
I
Redecorating |
162 Newbury Street Boston
>. ALBERT OEZEL PROD., INC
831 So. Wabash—Chicog
g
o Now Booking Your
^ Territory.
BOXOFFICE

Li.
fftll
mki
Death Claims Second
Fielding Brother
ST. JOHN—The recent death of Percy
Fielding, owner-manager of the Goudey Theatre
at Harrington Passage, N. S., was the
BlC

'
'
VANCOUVER
.
.
T^ave GillfiUan, manager of the JARO 16mm
exchange, is in General hospital
Jennie Palmer, Rex
for a checkup . . .
Theatre cashier was back in the boxoffice
after an operation . . Margaret Chapman is
.
the new stenographer at RKO, replacing
Lilian Harrison, who resigned ... J. Medcalf,
general manager of Sovereign Films, was in
on an inspection trip from Toronto
Charles Adam of the Tillicum
.
Theatre
.
at
Terrace in northern British Columbia was a
Filmrow visitor, lining up his winter programs
. . John Gilmour, 66, father of Vancouver
Sun film critic Clyde Gilmour and
one of the founders of the Alberta drama
festival, died in Edmonton. He was a former
newspaper reporter.
. .
The Tillicum Drive-In near Victoria on
Vancouver Island will stay Fridays and Saturdays
Jack Richards, who
this winter . . . was in show business for 45 years in Vancouver,
died in his 83rd year. He was in
the booth at the Kitsilano Theatre before he
retired because of ill health . Perry Wright,
Empire-Universal manager, was away on a
sales trip in the interior . . Bill Forward,
.
manager of General Theatre Supply Co. returned
from a Toronto sales meeting.
Jack Zaitzow, owner of two Melville theatres
who now makes Vancouver his home,
was in Winnipeg lining up product for his
Saskatchewan theatres, the Roxy and Princess
at Melville. He reports that show business
in the prairie provinces is only fair due to
snowbound sideroads . . . Bill Boyd, who
operates the drive-in at Kelowna, was on a
trip to Toronto.
. .
Joe Millman, retired manager of the Kitsilano
Theatre, is back from a four-month
trip to his native England . John Schuberg,
one of Canada's oldest theatremen, was a
welcome visitor to the Canadian Picture
Pioneers stag party held in the Olympia
social suite. He can tell some tall stories about
the old days of the tent era.
Residents of the east end of Vancouver are
getting peeved at the Odeon circuit, which
operates the Olympia Theatre in that zone,
and the trade boards are after the chain
to do something about improving the house
with new seats and other changes.
Mrs. Katharine Flanagan is seriously ill
with bronchial pneumonia in Vancouver
General hospital. Before entering the hospital
she had been working on galley proofs
of a new book. More than one million copies
were sold of her "Mrs. Mike," which was later
made into a film released by United Artists.
The book told the story of Mrs. Flanagan's
experiences as the wife of a RCMP constable
in northern British Columbia and Alberta
after their 1903 marriage. Since "Mrs. Mike"
was made, Mrs. Flanagan has been dividing
her time between California and Vancouver.
"The Lavender Hill Mob" was premiered
Sunday at the Vogue Theatre as a benefit
at a dollar a seat for the Vancouver Sun's
March of Dimes campaign. Odeon circuit
donated the theatre and JARO the film. The
Sun gave the film top publicity which will
help the regular showing at the Vogue late
this month . . . Mickey Goldin, Studio Theatre
manager, held "Laughter in Paradise"
over for its sixth week. It still was playing
to capcaity at the 460-seater.
FPC-Spencer Chains Ally
To Open St. John Para.
ST. JOHN, N. B.—The Paramount Theatre
has been opened at Kentville, N. S., by the
alliance of Famous Players and Spencer
chains, under the direction of the Spencer
head office at St. John. The new situation,
seating about 900, replaces the Capitol, which
was destroyed three years ago in a fire that
followed a furnace oil-refilling.
Electrolux Profit Down
MONTREAL—Electrolux Corp. has advised
the Montreal stock exchange that for the
three months ended September 30, a net
profit of $798,410 was realized after taxes
and all other charges, equivalent to 65 cents
a share on the 1.230,500 shares of outstanding
common stock. This compares with a net
profit of $1,023,665. equivalent to 83 cents
a share for the corresponding period of 1950.
Net profit for the nine months ended September
30 amounted to $2,813,537 after taxes
and all other charges, equivalent to $2.29 a
share on the 1,230,500 shares of outstanding
common stock. This compares with a net
profit of $3,134,345, equivalent to $2.55 a share
for the corresponding 1950 period.
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United Amusement to Pay
Extra 10-Cent Dividend
MONTREAL—Directors of United Amuse-'
ment Corp. have declared an extra dividend,
of ten cents per share, together with a regular
semiannual dividend of 25 cents a share on
the class A and class B and voting trust, all
payable December 15, to shareholders of record
November 30.
A 25-cent dividend was paid on June 15
and this will make a total of 60 cents per
share this year. Earlier this year the stock
was split-four-for-one. so that the present
year's payments would be equivalent to $2.40
a share on the old stock, against $1.75 paid
in 1950 and $1.75 in 1949.
Sale of Video Sets Drops
In Canada for July
(
MONTREAL—Sales of television receivers
in Canada, which fell sharply in June, showed
a further drop in July, while sales of radio
receivers declined for the third successive
month, according to figures compiled by the
Dominion bureau of statistics. In the first
seven months of this year, sales of television
sets were higher than in 1950, while there
was a decrease in the number of radios sold.
Producers sales of television receivers in
'
July totaled 305 as compared with 1,764 a
year earlier, and the value at list prices was
$158,815 against $685,043. In the seven months,
20,014 units were sold with a value of $11,-
057,228 compared with 8.917 at $3,556,763 a
year ago.
Canada Taxes Up in 1952
To Meet Old-Age Pension
OTTAWA—Increased taxation is in sight,
effective in 1952, for film companies and for
Canadians generally, to help meet the cost
of old-age pensions for persons over 70 years
of age.
D. C. Abbott, minister of finance, said that
the additional taxation would include a sales
tax of 2 per cent and an increase of 2 per
<
cent in the corporation profits and income
taxes. There was no word, however, of a revival
of the federal amusement tax, the
'
ticket levy now being restricted to the provincial
field.
Variety Village Given
Movements of Watches
TORONTO—Toronto Variety Tent 28 has
received an unusual gift from Handy & Harman
of Canada for use in the watch-repair
class at the Variety Village school for cripi
pled boys. The donation consisted of the
movements from 80 discarded watches, which
had been turned in by jewelers for the salvage i
of gold cases. The works would have been
thrown away, but are useful to the clock class.
On World Film Trip
VANCOU'VER — A veteran Canadian
cameraman left here November 1 on a
tour of the world's capitals where he will film
on-the-street interviews. In Seattle E. Wallace
Hamilton, manager and technician for
Trans-anada Films, conferred with officials
|
of TX station KING, for whom he is making
the news-gathering tour. From there he went
to Washington, where he was board a military
air transport service plane for Europe.
^
84 BOXOFFICE November 24, 1951

MONTREAL
. . Filmrow
The Motion Picture Pioneers eastern branch
will hold its semiannual convention November
28 at the Rialto Hall. Dinner is scheduled
for 7 p. m., after which the Pioneers
will be entertained by a floor show .
salesmen on business trips are Harry
Decker and Ken Snelgrove, RKO, to Quebec
city and Valleyfield, respectively, and Jo
Oupcher, United Artists, to Quebec city . . .
Exhibitors visiting Filmrow were Mrs. Roger
Lalonde, Colonial, Plessisville; Georges
Champagne, Campagne circuit, Shawinigan
Falls; Guy Bachand, Rex, Sherbrooke, and
R. Berlinguette, Paris, Gatineau Point.
Robert Stein, assistant booker, 20th-Fox, is
replacing an ailing member of the cast of
"Ten Nights in a Bar Room" playing at the
Aster Melodrama cafe . . . Bingo, which has
disappeared from province of Quebec theatres
in recent years, came under the scrutiny of
the authorities at the Canadian Legion hall,
which, was raided by police ... On the sick
list are Jackie Osher, cashier, and Bill Weir,
shipper, both of United Artists . . . Leslie
Weinstein, assistant booker, Columbia, attended
his cousin's wedding in New York
City . . . Mary Ann Burton, reviser at Warner
Bros., recently was married to Camille Lefevre.
Peter Delorme, often styled "the pioneer of
Montreal projectionists," died recently following
injuries in an automobile accident. He
worked at different times with Consolidated
Theatres, with Odeon as chief supervisor, and
with Renaissance Films as chief projectionist.
For some time he operated his own business
under the name of R. Delorme et Fils, and
also owned a theatre, the Wilson Pavilion, at
Coteau du Lac. His only son is in the Royal
Canadian air force.
At Columbia, the staff gave Mrs. Angela
Macera-Snook, cashier, a birthday gift of a
gold and silver compact . . . Lois Currie, bookers
stenographer, spent a weekend in Toronto
where she attended the Varsity-McGill football
game. George Ganetakos, president of
United Amusement Corp., was one of the patrons
of the charity ball organized by the
Hellenic Ladies Benevolent society. Ganetakos
is chairman of the Greek War Relief
fund.
Cine club of St. Laurent showed "Hamlet"
at the opening of its Cine-course, and Roger
Champoux, journalist, delivered an interesting
analysis of the picture.
Crosley Factory Branch
To Be Set Up at Toronto
MONTREAL—Organization of a factory
branch of Crosley Radio & Television in Toronto
to handle distribution and sales of Crosley
products in the central and southern Ontario
territory, was announced by W. R.
Campbell, sales manager of the firm. Edward
Barrett, former sales manager of Craigmore
Sales, will be in charge of sales and distribution
activities for the factory branch.
• POSTERS •
PUT PEP INTO SHOW BUSINESS
Use Our Rental Service
THEATRE POSTER EXCHANGE
CALGARY
Phones:
609A 8th Ave. W. Bus. 64919—Res. 22S14
Crawley Films Produces
'Prayer' for Boothmen
OTTAWA— A "Film Prayer" has been produced
by Crawley Film.s, Ottawa, for general
distribution among projectionists and other
film u.sers, which has proved popular. Judging
by requests for additional copies. The prayer
is:
"I am film, not steel; O user, have mercy.
I front dangers w^henever I travel the whirring
wheels of mechanism. Over the sprocket
wheels, held tightly by the idlers. I am forced
by the motor's magic might.
"If a careless hand misthreads me, I have
no alternative but to go to my death. If the
pull on the take-up reel is too violent, I am
torn to shreds. If dirt collects in the aperture,
my beauty is streaked and marred and I must
face my beholders a thing ashamed and
bespoiled. Please, if I break, never fasten
me with
pins.
"I travel many miles in tin cans. I am
tossed on heavy trucks, sideways and upside
down. Please see that my first few coils do
not slip loose in my shipping case, and become
bruised and wounded beyond power to
heal. Put me in my own can.
"Speed me on my way.
Others are waiting
to see me. Have a heart for the other fellow
who is waiting and for my owner who
will get the blame.
"I am a delicate ribbon of film. Misuse
me and I disappoint thousands. Cherish me,
and I delight and instruct the world."
'Ivory Hunter/ Rank Film
Seen by Royal Couple
TORONTO—Officials of J. Arthur Rank
Distributors of Canada are enthused over the
fact that on their homeward journey across
the Atlantic after a triumphant Canadian
tour. Princess Elizabeth and the Duke of Edinburgh
viewed the British picture, "The Ivory
Hunter."
This feature, which was shown at a recent
royal command performance at London, will
be released in the United Kingdom with the
title of "Where No Vultures Fly." It was
made in the African colony of Kenya.
The royal couple also were able to catch up
with newsreel films of their Canadian tour
which they had not been able to see en route.
News pictures were made available on the ship
by Associated Screen News Ltd. The princess
and duke also saw "The Neighbor Next Door,"
a short subject about Canada, a print of
which had been presented to the royal tourists
by Warner Bros.
Crosley Buys Brand & Millen
MONTREAL—The Crosley division of the
Avco Mfg. Corp., Cincinnati, announced that
it is purchasing the physical assets of Brand
& Millen, Ltd., radio and television manufacturing
firm, at Long Branch, Ont.
John W. Craig, Avco vice-president and
Crosley general manager, said the purchase
will have no effect on the present arrangement
whereby Moffats, Ltd., of Weston, Ont.,
manufactures and distributes Crosley refrigerators
and White Goods appliances in Canada
under a license agreement. Craig said Axco
will organize a wholly owned Canadian subsidiary,
Crosley Radio and Television, Ltd., to
conduct the radio and television manufacturing
and distributing activities formerly carried
on by Brand & Millen under contract
with Crosley.
RESEARCH
for
BUREAU
MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 1, Mo.
Gentlemen:
11-24-51
Please enroU us in your RESEARCH BUREAU
to receive information regularly, as released, on
the lollowing subjects for Theatre Planning:
Acoustics
n Lighting Fixtures
n Air Conditioning \J Plumbing Fixtures
n Architectural Service [j Projectors
"Black" Lighting
g Projection Lamps
n Building Material
^ Seating
D Carpets
Coin Machines
Complete Remodeling
Decorating
Signs and Marquees
Sound
Television
Equipment
n Drink Dispensers HI Theatre Fronts
n Drive-In Equipment Q Vending Equipment
n Other
Theatre
Seating
Address
City
State
Subjects
Capacity
Signed ...
Postage-paid reply cords for your further convenience
in obtaining information are provided in The MODERN
THEATRE Section, published with the first Isiue of
each month.
rais
BOXOFFICE November 24, 1951 85

. . The
. . The
. . The
M ARITIMES
JJtitchell Franklin is now directing preparations
Jfor the drive-in between Sydney
and Glace bay, with a Sydney contractor in
charge. Gordon White of Ottawa is no longer
affiliated. He had been with Reg Pope on a
drive-in project about three miles out of
Moncton until work was suspended around
October 1. White is now rumored to be planning
an airer at a location between Sackville
and Amherst. Pope also has an ozoner at
Summerside in addition to the Regent, a
standard theatre . Paramount Theatre
at Amherst has illuminated pictorial displays
in its front for lithographs. These were designed
and arranged by Bert Girouard, manager
of the Paramount and the Capitol, which
adjoin each other; both houses are in the
Spencer chain.
BUI Nash, manager of the Halifax Garrick
in the Odeon circuit, subbed for Ernie Hatfield,
manager of the Capitol at Yarmouth
in the same chain, during his vacation. Hatfield
took an automobile trip to New York
... A yearly license fee of $10 has been set
of itinerant amusements in Halifax county
. . . Linked in special, cooperative advertising
layouts are the current bills at the
Casino, Garrick and Oxford, all in the Odeon
circuit, and with Doug Smith supervising the
trio.
At the Paramount Theatre in Halifax,
Manager Freeman Skinner featured the participation
of Louis Armstrong in the MGM
cast of "The Strip" while the touring bandleader
was in Nova Scotia province. Incidentally,
Halifax was the only stand in the
province or in the maritimes where two performances
had to be given the same night.
The Queen Elizabeth High school was used
for both shows, at 7:15 and 9:30. In the
Armstrong aggregation were Earl Hines, Barney
Bigard, Cozy Cole, Russ Phillips, Dale
Jones and Velma Middleton.
Work on the drive-ins at suburban Sydney,
Halifax and St. John will be continued until
the earth freezes too hard. Construction of
buildings may be finished before the work is
abandoned for the winter. The weather conditions
have been better at Sydney and Halifax
than at St. John, where fog is a vital
liability. The interruption of work on the
suburban St. John airer will be timed with
the departure of Joe Franklin for his Miami
Beach winter home. He has been directing
the clearing, leveling, filling and draining
operations at the Martinon—Grand bay site,
which is about nine miles upriver from St.
John. All three of the F&H drive-ins are
tentatively booked to start down the business
trail early next May.
A search for a magazine photographer from
New York city while he was touring Nova
Scotia by car culminated at the Truro Capitol
Theatre when a Mountie stepped into the
theatre in quest of the New Yorker. The
magazine editor wanted the cameraman for
special instructions. His car was spotted out-
.side the theatre after a radio call. C. E.
Fraser manages the Capitol and Strand for
the Spencer chain, in which Paramount has
a half interest ... A payoff of $1,000 was
made for the photo of one Osborne Hersey
at a recent Foto Nite in the Capitol at Yarmouth.
This was one of the top awards ever
made in a maritime theatre.
New Dispute Arises
On Television Start
OTTAWA — A squabble has developed
among officials of the Canadian Government
and of its agency, the Canadian Broadcasting
Corp., over the introduction of television in
the Dominion.
Federal spokesmen have come out with the
statement that TV broadcasting will be indefinitely
delayed because of the steel shortage.
The earliest for visual programs would
be 1953. they said.
On the other hand, Plorent Forget, telesion
program director of the CBC, has announced
that TV broadcasts of the homebrew
type can be expected next summer or in
the early fall, provided construction materials
are available. As a start, he promised
that the CBC would offer three hours of TV
programs daily.
Meanwhile, the price of television sets in
Canada, particularly around Toronto and
Windsor, has taken a sharp drop because of
plentiful supply in the areas where TV broadcasts
from the United States are available.
Theatre owners are not hoping for domestic
television at an early date.
Mainlanders Now Operate
All St. John's Houses
ST. JOHN'S, NFLD.—Mainlanders now are
operating all the film theatres at St. John's,
according to Ron A. Young, former local
theatre manager now operating an entertainment
agency here. Famous Players has
taken a long-term lease on the Cornwall from
the Cornwall Theatre Co., for whom the
900-seater was built several years ago. The
owners had been operating it until its lease to
FPC.
The recent death of J. K. Condon of Condon
& Jackman resulted in the permanent
shuttering of the Majestic and the temporary
closing of the Star. PFC will reopen the
1,000-seat Star. T. R. Jackman was a partner
of Condon in both houses.
FPC is continuing the Paramount and
Capitol. The Paramount was built some
years ago for the circuit, and the Capitol
resumed operations last year in a new
building following a fire and reconstruction.
The building is owned by the Total Abstience
society and the upstairs house seats
about 900. The Paramount has a capacity
of 1,195.
J. P. Kiely of Outremont, Que., is lessee
of the 1,100-seat York and 800-seat Nickel.
Variety Slow on Tickets
TORONTO—Delinquent members of Toronto
Variety Tent No. 28 have been criticized
by the ticket committee for the annual
benefit performance because of their delay in
picking up reservations for the show scheduled
January 10 at the Imperial, featuring
Betty Hutton, in aid of the Variety Village
school for crippled boys.
When it was found that 75 of the 300
members had taken tickets, the opening of
the public sale was held off for another club
canvass. The seat prices range from $10 to $5
and the club's objective is $30,000.
The chairman of the ticket committee is
Gordon Lightstone while payment for the
pasteboards in the advance sale are being
accepted by W. J. O'Neill at Paramount Film
Service Limited, 111 Bond Street, Toronto.
TORONTO
pvery section of Toronto was covered in the.
combined booking of "Show Boat" as thf
Show of the Week at eight key neighborhooc
units of Famous Players Canadian Corp., j
record number locally for chain showing. The
theatres comprised the Beach, Bloor, College
Oakwood, Palace, Parkdale, Runnymede anc
Village.
C. S. Chaplin, Canadian district managei
for United Artists, was the chairman of the
film industry division of the Red Feathei
The Aliens brought a British feature
drive . . .
to the fore with the Canadian premiere
of "Comin' Through the Rye" at the Toronto
Hollywood.
To fill the vacancy caused by the departure'
of Joseph M. Ziegler from the city, the Toronto
Variety tent has named A. J. Laurie as
a member of the crew for the balance of the
year. He is a former exploitation managei
for Canadian Odeon . Toronto Theatre
Managers club of 20th Century Theatres
will present its annual benefit show for Variety
Village School for Crippled Boys Sunday
night (25) at the Victory. (TJ
. . .
L. I. Bearg, western general manager for
Famous Players Canadian Corp., is back at
the head office here after a swing around the
circuit in western Canada as far as Vancouver
John Davis, Rank's emissary, is expected
in Toronto shortly from England for semiannual
conferences with local representativesj
Manager Jack Clark of Toronto Loew's is
pushing the contractor to finish up construction
of the boxoffice at the side of the new
entrance which will replace the old-fashioned
kiosk. Meanwhile the city council has finally
decided that all overhanging signs on Yonge
street will have to come down December 31.
Theatre marquees can remain in place, however,
it is understood . kids at the
Saturday matinee at the Palace, St. Catharines,
got a big kick out of the fire-alann
demonstration on the stage.
France Film Challenges
Petition on 'La Petite'
MONTREAL—France Film Co. has chal-i
lenged a petition seeking to prevent the show-i
ing of the picture, "La Petite Aurore-L'En-i
fant Martyr."
The petition for an injunction is being
sought by Telesphore Gagnon and ten other
relatives of Aurore Gagnon. The petitionersi
maintain that the picture is based on the
nine-year-old's tragic death at the hands of]
her stepmother 30 years ago and state thati
considerable harm and prejudice is being!
caused members of the Gagnon family by ad-i
vertisements announcing that scenes shown
in the film pertain to the private life of the
Gagnon family.
The company argued that characters and
events in the picture were ficticious and that
if the facts presented had any resemblance
to persons living or dead it was pure coincidence.
Projectors Made in
Germany
Most of the 301 projectors owned by the
Netherlands Foundation for the Distribution
of Educational Films were made in Germany.
86
BOXOFFICE :: November 24, 1951
y

'
iLt
0)(flFflC[(iiDDiiJJ]i/iJJD£
1 [ti>
The EXHIBITOR HAS HIS SAY ABOUT PICTURES
An oven forum in which, for the most part, exhibitors report on subsequent-run
showings of pictures. One (•) dcTwtes a new contributor: two (••) is one who
has been reporting for six months or longer; (•••) a regular who has been
reporting for one year or more. These columns are open to all exhibitors.
COLUMBIA
Brave Bulls. The (Col)—Mel Ferrer, Miroslava,
Anthony Quinn. This is a good action
picture made in Mexico, with about one
American actor. It has two good bullfights.
but the Mexican talk is hard to understand.
Business was fair. Don't expect too much.
Played Fri., Sat. Weather: Good. — E. M.
Freiburger, Dewey Theatre, Dewey, Okla.
Small town patrons. * * *
Indian Territory (Col)—Gene Autry, Pat
Buttram. Gail Davis. Autry is a poor draw
here—the same old stuff, heroes, bad men,
gals, fights, cattle, six-guns. Ho! Hum!
Played Tues., Wed.—Frank E. Sabin, Majestic
Theatre, Eureka, Mont. Small town, rural
patrons.
* * •
METRO-GOLDWYN-MAYER
(jAngels in the Outfield (MGM) — Paul
Douglas, Janet Leigh, Keenan Wynn. This
is a very good baseball picture which pleased
good business and showed a profit. Played
Sun., Mon. Weather: Good.—E. M. Freiburger,
Dewey Theatre, Dewey, Okla. Small
town patrons.
* • •
Go for Broke! (MGM)—Van Johnson, Warner
Anderson, Lane Nakano. We did better
than I thought with this one on our best
time. For a while, anything that had any
semblance of war took a dive, but war pictures
seem to be coming back and do a very
good business. Played on Sun., Mon. and
grossed right along with the best, but we're
not bragging. Weather: Fair.—Mayme P.
Musselman, Roach Theatre, Lincoln, Kas.
Small town patrons. * * *
People Agrainst O'Hara, The (MGM) —
Spencer Tracy, Pat O'Brien, Diana Ljfnn.
"liiis is a very fine picture and very tense.
It was liked by my customers and the boxoffice
was satisfactory. The ending was not
a happy one, which might not have been
liked by all. Played Wed. through Sat.
Weather: Splendid. — M. W. Mattecheck,
Mack Theatre, McMinnville, Ore. City and
country patrons. * • *
Red Danube, The (MGM)—Walter Pidgeon,
Ethel Barrymore, Peter Lawford. Never a
finer cast in a more timely picture. It's the
story of the dispute between the British and
Russians over displaced persons in Europe.
All my favorite stars were in it, and the
English accent wasn't too bad. Business was,
though—I just made expenses and the show
was way over the heads of my patrons.
Played Mon., Tues. Weather: Cloudy and
cool.—Carl F. Neitzel, Juno Theatre, Juneau,
Wis. Area patrons. • • *
MONOGRAM
Bowery Battalion (Mono) — Leo Gorcey,
Huntz Hall, Donald MacBride. About two
of these a year is all that this place can
stand. Corny pictures die here, none faring
too well. However, this one did bring a few
hearty laughs. Played Sun., Mon. Weather.
Clear.—Don Donohue, Novato Theatre. Novate,
Cailf. Small town, rural patrons. * *
Went for Cartoon Family
And Came Out Happy
QA.SOLIM; AM.KV KoIi — Scotty
Beckett, Jimmy Lydon, Susan Morrow.
The people sure went for this one. Everyone
came out happy and I w,is very happy
at the boxoffice. This really drew them
PARAMOUNT
in for a change. It is very good for midweek
or
Branded (Para)—Alan Ladd, Mona
weekend booking. I'm sorry I
Freeman,
didn't
Charles
try it
Bickford. Ladd on Sun.,
is a good
Mon.. Tues.
actor
booking
in a good
here.
picture, and
Played Fri.,
it had Sat.
a wonderful
Weather: Cold,
story. Most westerns go over
cloudy.—G. P. Jonckowski.
here. Played
Lyric Theatre.
Wednesday. Weather: It snowed. — Wabasso, Earl
Minn. Rural, small town
Fleharty, Rimrock
patrons.
•
Theatre, Winnett, Mont.
Country patrons.
•
Dobbin Steps Out (Para)—Short. This is had .shown more of the comedy angle instead
another single showing the training of saddle of the dancing and singing. I'm sure business
and driving horses, and is excellent. It is on would have been better. Played Sun.. Mon.,
a par with Columbia's "Champion Jumpers," Tues. Weather: Fair and cold. — G. P.
another fine horse single shown recently.— Jonckowski, Lyric Theatre, Wabasso, Minn.
Frank E. Sabin, Majestic Theatre, Eureka, Rural, small town patrons.
•
Mont. Small town, rural patrons. • *
Hard, Fast and Beautiful (RKO)—Claire
Redhead and the Cowboy, The (Para) —
Trevor, Sally Forrest, Carleton "Voung. This
Glenn Ford, Edmond O'Brien, Rhonda Fleming.
This is just fair and that's all. It is of help. There are darned few people in
is a top-notch movie. However, give it plenty
okay for your action night. Paramount small towns that are interested in a tennis
charged me too much for what I took in. angle. Played Fri., Sat. Weather: Clear.—
—Frank E. Sabin, Majestic Theatre, Eureka, Don Donohue. Novato Theatre, Novato, Calif.
Mont. Small town, rural patrons. • • •
Small town, rural patrons. • • •
That's My Boy (Para)—Dean Martin, Jerry Tarzan's Peril (RKO)—Lex Barker, Virginia
Lewis, Polly Bergen. I was forced to play Huston, George Macready. This is an average
Tarzan picture that did 15 per cent below
this six weeks after the circuits north and
south of me, so I lost my shirt. The some old normal at the boxoffice, due to the first
pitch— "no prints." The sales manager referred
to it as "the economy of business." competition, so it was a big disappointment,
severe cold spell of the season and heavy
Well, business was below average and I lost as most generally Tarzan is a gold mine for
a good hunk. Nuts!—Don Donohue, Novato us. Played Thurs., Fri., Sat. Weather: Cold.
Theatre, Novato, Calif. Small town, rural —Ken Christianson, Roxy Theatre. Washburn,
N. D. Small town patrons. ' ' *
patrons. • * *
RKO RADIO
REPUBUC
Flying Leathernecks (RKO)—John Wajme, Heart of the Rockies (Rep)—Roy Rogers.
Robert Ryan, Don Taylor. Here is a slick Penny Edwards, Gordon Jones. Here's Rogers
piece of movie-making, excellent throughout. again with a different story. This time it's
Business was a little above average. A Bulova a prison road gang, who do no wrong, a flock
watch giveaway held Thursday up. It is of deep-dyed villains, a dude ranch well
strictly a man's picture. Play something with stocked with beautiful white horses. And
it that gals will go for. Played Tues., Wed., can the folks in it square dance! The incidental
singing is fine, the story is juvenile.
Thurs. Weather: Clear.—Don Donohue, Novato
Theatre, Novato, Calif. Small town rural The adults stayed home but they
patrons. * • *
let their
Idds come . . . P. S. Kid audiences don't pay
out like adult. Played Tues.. Wed. Weather:
Happy Go Lovely (RKO) — Vera-Ellen,
Okay.—Frank E. Sabin, Majestic Theatre,
David Niven, Cesar Romero. This is a good
Eureka, Mont. Small town, rural patrons.
show but it seems musicals are losing their
draw here. This failed to draw so I took
another licking at the boxoffice. If the trailer
Missourians, The (Rep)—Monte Hale, Paul
Hurst, Roy Barcroft. "This is a pretty good
little western that drew about average and
seemed to please our chewers-and-spitters
Started a New Policy:
with the high-heeled boots. Played Fri.. Sat.
Weather:
Sunday Only Playdate
Fair.—Mayme P. Musselman. Roach
Theatre, Lincoln, Kas. Small town patrons.
•TAKE CARE OF MY LITTLE GIRL
(20th-Fox) — Jeanne Grain, Dale
Robertson, Mitzi Gaynor. This is another Savage Horde, The (Rep)—William Elliott,
good Fox movie with swell Technicolor Adrian Booth, Grant Withers. As usual.
and a good cast. The plot has to do with Republic put plenty of thought and knowhow
into their westerns. This is not a super-
sorority life in the average college, and
although the women really liked it, the western but it is a cut above tlie average
men and children seemed satisfied, too. notch. This was my first Bill Elliott picture,
and the patrons commented on him
I played this on Sunday only, starting a
new policy, and the results were very favorably. Business was 100 per cent for
good business. The terms were fair and the change and there were no kiclcs. Doubled
I made money. Weather: Very nice. with "Cattle Queen" (UA) for a double western
bill that was well received. Played Fri.,
Carl F. Neitzel, Juno Theatre, Juneau,
Wis. Area patrons. * * *
(Continued on next page)
BOXOFFICE BooldnGuide :: Nov. 24, 1951

The
EXHIBITOR HAS HIS SAY
?M.
(Continued from preceding page)
Sat. Weather: Nice.—Carl F. Neitzel, Juno
Theatre, Juneau, Wis. Area patrons. • • *
20th CENTURY-FOX
Day the Earth Stood Still, The (20th-Fox)
—Michael Rennie, Patricia Neal, Hugh Marlowe.
It took this one to give me my first
average Sun., Mon. in eight weeks. The picture
is a pip and should hold its own any
place. Weather: Clear.—Don Donohue, Novato
Theatre, Novato, Calif. Small town,
rural patrons.
* * '
4iFrogmen, The (20th-Fox)—Richard Widmark,
Dana Andrews, Gary Merrill. This is
different and was well received by my customers.
It made a good impression also at
the boxoffice. No romance, but it is very
Instructive and very interesting—a good show.
Played Sun. through Wed. Weather:
Splendid.—M. W. Mattecheck, Mack Theatre,
McMinnville, Ore. City and country patrons.
« « *
OFrogmen, The (20th-Fox)—Richard Widmark,
Dana Andrews, Gary Merrill. Once
again Fox comes through with something different.
This is a fine, entertaining war drama
concerning the job done by the underwater
commandos in the last war. I regret to say
that business was only 90 per cent, so maybe
they're getting tired of war films. All comments
were good and I'm not sorry to have
played it. Played Sunday. Weather: Cool.
Carl P. Neitzel, Juno Theatre, Juneau, Wis.
Area patrons. * * *
Gunfighter, The (20th-Pox)—Gregory Peck,
Helen Westcott, Millard Mitchell. This is
very good, with Greg Peck in a new, tough
role that he does to perfection. Business was
way up.—Frank E. Sabin, Majestic Theatre,
Eureka, Mont. Small town, rural patrons. • • •
Guy Who Came Back, The (20th-Fox) —
Paul Douglas, Joan Bennett, Linda Darnell.
A good football picture that pleased all who
came, but I think the meaningless title kept
them away, as business was poor. Played
Tues., Wed. Weather: Good.—E. M. Freiburger,
Dewey Theatre, Dewey, Okla. Small
town patrons. * * •
Man Who Cheated Himself, The (20th-Fox)
—Lee J. Cobb, Jane Wyatt, John Dall. We
played this one on a weekend double bill and
didn't do much business with it and a repeat
on Roy Rogers. It is a good cops-and-robbers,
with a bit of mystery in the murder,
and okay for action fans. Played Fri., Sat.
Weather: Cold. — Mayme P. Musselman,
Roach Theatre, Lincoln, Kas. Small town patrons.
• • •
Mother Didn't Tell Me (20th-Fox)—Dorothy
McGuire, William Lundigan, June Havoc.
The name puzzled many people and so we had
a fair crowd. Played Sat., Sun. Weather:
Cool.—Earl Fleharty, Rimrock Theatre, Winnett,
Mont.
*
Country patrons.
Rawhide (20th-Fox)—Tyrone Power, Susan
Hayward, Hugh Marlowe. Personally, I went
for "Rawhide," as it is rough, tough, different
and interesting entertainment. It has a good
cast—that Hayward gal sure can act. Business
was normal and it satisfied my action
fans. Played Fri., Sat. Weather: Cold.—Ken
Patrons Enjoyed Race
In the Oldtime Cars
gXCUSE MY DUST (MGM)—Red Skelton,
Sally Forrest, Macdonald Carey.
We did above average but had to on account
of the film rental on this one. Our
patrons got a big kick out of the old
cars and the race. It was played on our
best time (Tucs. through Thurs.) and
worth It here. Weather: Fair.—Mayme
P. Musselman, Roach Theatre, Lincoln,
Kas. Small town patrons. * * *
Christiansen, Roxy Theatre, Washburn, N. D.
Small town patrons. • • •
Take Care of My Little Girl (20th-Fox)—
Jeanne Crain, Dale Robertson, Mitzi Gaynor.
This is a good picture in color, dealing with
the girls who attend college and join sororities.
However, no one here seemed interested
in it and business was poor. I took a loss.
Played Sun., Mon. Weather: Good.—E. M.
Freiburger, Dewey Theatre, Dewey, Okla.
Small town patrons. * • •
You're in the Navy Now (20th-Fox)—Gary
Cooper, Jane Greer, Millard Mitchell. Please
advertise it as a comedy and not as a war
picture, for better results. It was termed
"cute" and "good" here. Business was near
normal and it was sold right, so it satisfied
us and a new male attendance. Played Sun.,
Mon. Weather: Cold. — Ken Christiansen,
Roxy Theatre, Washburn, N. D. Small town
patrons.
• * •
UNITED ARTISTS "
Queen for a Day (UA)—Phyllis Avery, Darren
McGavin, Ruby Lee.
A good, entertaining
picture which pleased all who came, but it
failed to do any extra business. This was
Seldom-Come Patrons
Enjoyed 'Molly'
lyjOLLY
(Para)—Gertrude Berg, Philip
Leob, Eli Mintz. This is not as bad
as we were led to believe. It was enjoyed
here by an above average midweek adult
trade—the seldom -come patrons made
up the biggest part of a happy crowd.
It is okay for a midweek date. Played
Wed., Thurs. Weather: Warm. — Ken
Christianson, Roxy Theatre, Washburn,
N. D. Small town patrons. * * *
probably due to the fact that It had no star
power whatsoever. Played Tues., Wed., Thurs.
Weather: Good.—E. M. Freiburger, Dewey
Theatre, Dewey, Okla. Small town patrons.
* • •
Queen for a Day (UA)—Phyllis Avery, Darren
McGavin, Ruby Lee. Comments were
very good. Everyone seemed to like it. The
free dance in town spoiled our take as the
weather was warm and the farmers stayed
late in the fields and came to the dance
only. Book it, by all means. It will satisfy.
Played Wed., Thurs. Weather: Fair and
warm. — G. P. Jonckowski, Lyric Theatre,
Wabasso, Minn. Rural, small town patrons. •
UNIVERSAL-INTERNATIONAL
Apache Drums (U-I)—Stephen McNally,
Coleen Gray, Willard Parker. This is not a
satisfactory western. It takes more than
Indians to make a feature. It also takes a
story. My customers are tired of Indian
westerns. We have had just too many of
them. Played Wed., Thurs. Weather: Splendid.—M.
W. Mattecheck. Mack Theatre, Mc-
Minnville, Ore. City and country patrons.
* • •
Comin' Round the Mountain (U-I)—Bud
Abbott, Lou Costello, Dorothy Shay. Their
poorest to date. I had to move A&C from
Sun., Mon. to Fri., Sat., using a giveaway to
help them out, but this was worse than last
week with "Mark of the Renegade."
This is
my last A&C for many a moon, but my U-I
salesman isn't going to like it. Weather:
Clear.—Don Donohue, Novato Theatre, Novato,
Calif. Small town, rural patrons. • • •
Francis Goes to the Races (U-I)—Donald
O'Connor, Piper Laurie, Cecil Kellaway. This
one did 33 per cent below the first one of
the series, as it played on one side of us for
three days and then four days on the other
Bell-Ringer for Him:
Liked by 'Fortyish'
J^R. B£LVEDERE RINGS THE BELL
(20th-Fox) — CUfton Webb, Joanne
Dm, Hugh Marlowe. A bell-ringer, one
of Belvedere's best. It is a fine comedy
and was especially well received by middle-aged
people. Not one unsatisfactory
comment. We can stand a lot like this.
Played Sun. through Tues. Weather:
Fine.—M. W. Mattecheck, Mack Theatre,
McMinnville, Ore. City and country
patrons.
• • •
side, and then we got it at top rental pluj
percentage. Business was normal on Sundaj'
weak Monday, and not enough on Tuesday ti
pay the usherettes. Weather: Cold. — Kei
Christianson, Roxy Theatre, Washburn, N. L
Small town patrons.
» •
Gal Who Took the West (U-D—Yvonil'
DeCarlo, Charles Coburn, Scott Brady. Ni
good for me—this type of picture, even witl
star power, is n. g. and has no drawing power
The rental was too high and I lost money oi
the engagement. It is not a western and no
a musical comedy, but an attempt to combini
them. In my opinion, the result wasn*!
worth showing. Played Mon., Tues. Weather
Good.—Carl F. Neitzel, Juno Theatre, Juneau
Wis. Area patrons. • •
Mark of the Renegade (U-D—Ri
Montalban, Cyd Charisse. J. Carrol Naish
We just can't seem to do business with thif'
type of picture and it is very good. Played ot
our weekend double bill to just about average
business—which isn't too much, nowadays
Played Fri., Sat. Weather: Fair.—Mayme P
Musselman, Roach Theatre, Lincoln, ICas.
Small town patrons.
* • •
Prince Who Was a Thief, The (U-D—Anthony
Curtis, Piper Laurie, Everett Sloane.'
The handful of people that came said they
liked it. The cast, story and color were good
but costume pictures just will not draw here.
I had the lowest gross since we were snowbound
last March. Even the rain didnt help
to bring them in. Played Sun., Mon., Tues;
Weather: Rainy.—G. P. Jonckowski, I-jite
Theatre, Wabasso, Minn. Rural, small towiV
patrons.
•
Wyoming Mail (U-D—Stephen McNally,
Alexis Smith, Howard DaSilva. Another g(
superwestern from Universal, and although It
did not gross as much as "Winchester 73." It
pleased the customers and I did not have to
hide in my office until everyone went home.^
Too many other attractions that Sunday cut'
the attendance. Don't fail to play it. Playedi
Sunday afternoon and night. Weather: Falri
and warm.—E. C. Holt, Freeburn Theatre,
Freeburn, Ky. Small mining town patrons. • • •
WARNER BROS.
Breaking Point, The (WB)—John Garfield,
Patricia Neal, Phyllis Thaxter. A mighty fine
drama with a Hemingway punch. This has'
plenty of action, suspense and human appeal,
with a large cast. Personally, I could see It
again, but my boxoffice couldn't see it at alL'
I just made expenses but I worked for nothing.
I recommend it for a weekend with a western.
It will please them, except for the poor ending.
Played Wed., Thurs. Weather: Cool.—
Carl F. Neitzel, Juno Theatre, Juneau, Wis.
Area patrons.
• • •
On Moonlight Bay (WB)—Doris Day, Gordon
MacRae, Billy Gray. This feature is as
good as they come. It takes me back to the
days of my childhood, and that is a long time
ago, but I did the lowest business in montlis.
The picture still is good. Played Wed., Thurs.
Weather: Cold.—William Graham, Majestic
Theatre, Detroit, Mich. Neighborhood patrons.
•
BOXOFFICE BookinGuide Nov. 24, 1901i

iwnm
Int«rpr«*l«« snalysh af lay and tradcpran r«vl«w«. The plua and mlnui ilgns Indlcot* dcgra* of
i«rlf only; oudl«nc« clasilHcatlon l> not roted. Llitlngi cover eurront roviaws, brought up »o daf« rogulorly.
d«portm«nl s«r»«t olio at on ALPHABETfCAL INDEX to feotur* releotet. Numorol prcoding titio
hit
I f]f^yn Guld* Rovlaw pog* number. For listings by company, in tlio ordar of ralaosa, saa Footura Chart.
d\Qtm
H Very Good; + Good; — Fair; — Poor; — Very Poor. In the lummory * it roted 2 pluses, -- os 2 minuses
Ua^
o
cms
2j9Abboll i Costtllo Meet the Invislbli
Man (82) Comedy U-l
Abilriit Trail (64) Wtslwn Mono
«cc»i)ini) 10 Mrv Hoyle (60) Drama Mono
Atross llu Wide Missouri (81) Sue-West. MGM
Adventures ol Cnptain Fabian (100) Drama. Rep
Air Cadet (941 ComDr U-l
Al Jennings ol Oklahoma (79) Drama Col
Alice in Wonderland (75) Fantasy RKO
All About E»e (138) Drama 20lh-Fo)(
Along the Great Di«ide (88) West-Dr WB
American in Pans. An (115) Musical.. MGM
American Guerrilla in the Philippines
(1051 Drama 20th-Fox
Angels in Ihe Outfield (102) Drama MGM
Anne ol the Indies (81) Drama 20th-Fox
Apache Drums (75) Western U-l
Appointment With Danger (90) Drama... Para
Arizona Manhunt (60) Western Rep
As You Were (57) Comedy LP
As Youno as You Feel (77) Com 20th-Fox
At War With the Army (93) Comedy Para
nG*

REVIEW DIGEST ++ Very Good; + Good; — Foir; — Poor; = Very Poor. In the summary -H it rated 2 pluses, = as 2 minuses.

* ^inui^j
n Very Good; "^ Good; — Foir; — Poor; — Very Poor. In »h e lummory - u rored 2 pimcj, - os 2 minusci.
4)

. . . D
i
Mask
. M.
CO
COLUMBIA
Oi
Great Monhunt, The (97) D 331
. .
Ftlfbanki Ir
(llt» u
Flying
Suif Stem
Missile,
I
The
lii"iijlu
(92) D .335
Vlvpm l.lnilfcirs. O'Neill
HeDrj GIfiiii l-'nrd.
©Stoge to Tucson (82) W..334
liuil Umernn. Hn)ni; Miirrla
Prolrie Roundup (S3) 'I-JSr
Gasoline Alley (77) C..301
Snilly n«kfH. Jimmy l.yrtim. 8. Morro*
Gene Autr y and Mo u ntles (70) . .
W 351
Born Yesterdoy (103) C .344
Judy llnllldsy. William Holden, Brod. Craatnrd
Operation X (79) D..333
Eduard U. Ilnhinstin. Pfjgy Cummins
Revenue Agent (72) D. .312
|iniii:las KiMiPifdy. Jfoti Wllles. Onslow 8le«ens
Counterspy Meets Scotland
Yard (67) ? ??!
Yank In Korea, A (73) '^
l*t
Ridin' the Outlaw Tr o ll (36). . .
.W. .364
OAI Jennings of Oklahomo (79) D 327
"M" (88) 3*7
Hand Wajne Ilniiard PaSlln. Luther .^dlr^
My True Story (67) D .308
Wlllard I'arktT, H'li-n Walker, E. Rlsdon
Flomc of Stomboul (68) D. .314
llirhHrd ri.rinliic. I.i'a K'Taday
Texons Never Cry (68) W..352
lluMram, Mary Castle
Fort
(;e It
Sav age
.Autry. I'll
Rol ders (54) W..3*5
©Valentino (105) D..320
ElfHMor I'Hrkpr, .Anltiony Dexter, R. Carlson
©Santo Fe (89) W. .330
llandoliili Sr.ill. Janls Carter, Jerome CourlUnd
Fury of the Congo (69) D. .329
Wfissm'jller. Sherry Moreland
Jiitiririv
Whirlwind (70) W..354
Oene Autry, Bmlley Burnette, Gall Dartj
Brave Bulls, The (108) D. .321
Mel Ferrer, MIriislava. Anthony Qulnn
Her First Romance (73) C. .358
Marcarel ORrien. Allan Martin Jr., J. Iliint
©When the Redskins Rode (78) W..339
Jnn Hall. Marv Casile. James Seay
Smuggler's Gold (64) D. .315
Cameron Mllchell, Amanda Blake. C. B, Held
Snake Rivet Desperodoes (54) W 366
CliJirles Starre lt. Smllei llurnette. P. Reynold s
©Lorna Doone (84) C 336
Barliara Hale. Illchard Greene, Bon Randell
©Texos Rangers, The (74) ...W 325
Georite .Mntilgiiniery. (Jale Storm, N, Berry Jr
Chino Corsair (67) D..3I6
Jnn Hall, '^Isa Ferraday, Ron Kandell
Silver Conyon (70) W..35S
Oene AuUy, Cbamplon, Gall Davli
Sirocco (98) D. .348
Humiihrey Boitart. I.ee J. Cobb. Marta Toren
©Hurricane Island (72) 349
Two of o Kind (75) D 350
Edmond n'Brlen, l.llabetb gcotl, Terry Moore
Big Gusher (68) 304
Wayne Morris. Preston Foster, Dorothy Patrick
Bononzo Town (56) W-.367
©Mosk of the Avenger (83) .
.. 359
J ohn Herek, Anthony Qulnn, Jody l.aaranee
Whistle ot Eaton Falls, The (96) O .322
Lloyd Brldnes, Dornlhv fllsh. C. Carpenter
Never Trust a Gambler (79) ...D..326
Dane Clark, Cathy O'Donnell, Tom Drake
Pickup (78) D. .357
Bevc'tiv MIrhaels. Hugo Ilaas, Allan Nlion
Cyclone Fury (54) W . 368
Ctiailes Starrelt. Smiley Burnette. F. Sears
Choln of Circumstance (68) ...D 309
-i lilfliard C.raysiiri. .Murij rel Kleld. D. Fnaley
Soturday's Hero (111) 401
John Derek. Dunnn Heed. Sidney Rlaiiimer
Lody ond the Bandit. The (79) D .337
boils ll.'inMird. r.ilrli'la M.illna. T Tully
©Sunny Side of the Street (71). M. .408
Ff«"kle l.nlrie, BMIv Dafl.ls. Terry Miinre
Mogic Foce, The (89) D..402
l.o'hir Adier. I'Mtnila Kninht. W L, Shir.i
Corky of Gasoline
Hi lls of Utoh (70)
. . .302
W. .356
Alley (70) . .
©Magic Corpet. The (84) C .410
l.urllle B;ill Jnhn Ajar, I'atrlcla Medina
CrImlnol Lawyer (74) O. .412
I'm intrten, lane iVyatt, Jerome Cowan
Mob, The (87) 407
BrM.itrl^k Crauford. Betty Buehler, R Klley
Five (93) D. .371
Wllll-im I'lilpps. Susan Dnujilas, Earl I.ee
Jungle Manhunt (66) D . . 41
_Kld From Amarlllo,JTho (56). . .W. .486
©Borcfoot Mailman, The (83).. C. 404
I{,ifi,Tl Cirmmlti^is TiTrv M'uire
Horl.m Globetrotters, The (80).. C. 405
Tti"rnas (InrTii*?. ll;irlete (llnlielrotlers
Son of Or Jekyll. The (77) D..409
I,f,'il< lljivrtard Jnd\ Laurance
Volley of Fire (63) W..J53
Quid Autry. Pit Buttrin
©Ten Tall Men (97) D. .
Bum l.anriKtrr ,|M,t\ I.awnnre
pMon In Ih. Soddle (87) D..
llfiniloliih R>'il, .Inin Leslie
Purple Heorl Dloey (7)) D..7J1
Frtnee^ l.anefiTd rnn\ II,imano
Fomily Spcrot. The (85) 0..
I.,'e J Cilih, John Derek, Lawr&nee
J.
P.coi River ( ..) W..
Charles SlHrrelt. Rmllev Biirnrtte
LIPPERT
5J Three Desperate Men (71) W. .5009
PiestoD Kwiet. Jim Davis. Virginia Grey
Q] Steel Helmet, The (84) D..5006
Ocoe Kvins. Steve Brodie. James Edwards
S Fingerprints Don't Lie (56) D..5015
Uiekud ItMU. 81d Ueltoo. Bbella Ryan
Feature productions by company In order of releate. Number fn s^uore h notional release date. Rm im
time is in porcn theses. Type o^ story is indicoted by letters ond combinations thereof as follows

I
I'
1 Worpoth
. . C
]
Hovono
. W
W
u«^_
ARAMOUNT
B,rnded (94)
. . W S00«
111 LaUd. Mum Krtennn. Charles Bickruid
""^imif Wor with th« Army (93) C .5014
lU Uirtlii, Jiirry Le»li>, I'uily BerKCQ
^timber A(»oir (104) D 5012
t'ouul"'- J"P>i LiJiten, JessiM iauOji
nlGrfat Missouri Rold, The (85) D. .5013
[Udell Corey. Elleo Drew, Mai-'dunald Carej
RKO
RADIO
(B Hunt the Man Down (68) ...D.lll
M;ir\ ,\H(j)TM.ii. r,\)! \iiuiin l.wine Roberts
5S Compony She Keeps, The 183) D 109
l.i/ihrili Sripil. Jiinr Greer, lifiiiil.s Keefr n
8J Double Deal (65) D 112
M.'irli rtliidsor. Ulrliard Denning. Fay Biker
B3 Gombling House (80) D .110
Victur Mature, Terry Muore, nuilam BciidU
53 Cry Danger (79) D..115
Ulck I'onell, Itbunda FItDing, Richard Erdman
glow of the Bodlonds (60) D..111
'ilm Holt, llk'haid .Martin, Joan Dltoo
REPUBLIC
a Pride of Morylond (60) D..S02J
Sinpili-v Clrllllnl^ I'^Tv Slf»arl. Fraiikit liatru
S Belle Lc Grand 90) O 5006
^ Vir» K.ilstiir, jiiiif, (..fffill, Ilnpe Knvirvun
ra Rough Riders o) Durongo (60) W. .5058
Allan Lain- . AIIih- I ».*ih:, Kims Kurd
5] Spollorrot the pFoins (67). . 5041
Koy Rogers. Peony Kdwards, Gordon Jones
O Missing Women (60) D..I025
Pi-nny Kd«ar.l», J.imr- Mllllcan.
a Night Riders of Montana (60)
Alvln
W 5059
J.
Allan Lane, Claudia Barrett, Cbubby Jutaosuo
FEATURE
20TH CENTURY-FOX
CHART
Mudlark. The (99) D. lOIi
Irriir li.tf.i.r Alee (iiiinoMi ,\ndrevt Ray
I
Man Who Cheated Himself J8I) O ,102
Lrr 1 r.inn. Janr t(vaii. joiin liati
©Halls ol Morvteiumo III)) D 103
Hicliud Mldmart, Maltel Palaiice, Karl Ma. On.
©Coll Me Mister (95) M..104
Brit) -<
©Half Angel (80) D. 116
Ij.rina ^ii.ii.g. J.,«fi)h Collen. Cecil Kellauav
House on Telegraph Hill (93) ..D..I17
Rl.tiaril liaMliarl. Vilrnilna Curlesa
As Young As You Feel (77) C 120
Uooly \Vo'iKh. Tnnv Merlin
Whip Hand. The (81) D. .213
Elliott Held, Carla Balenda, L. Tuttla
Street Bandits (54) D. .5130
F.

!»
}
FEATURE
CHART
>-
<
UNITED ARTISTS I- =:
g Wicked City, The (76) D 206
M irin Mi.r.r.-z. I.IIH I'llniiT. J. P Anniiili'
m Mister Universe (90) C . .
208
re Koreo Potrol (57) 0.211
Kii'liiiiil Kmuiy. Ilrnsdii rtinK. Terl Ihina
g Sun Sets at Down, The (71) ...D .046
HaUtr Heed, Sally Parr, i'blllp Shawn
UNIV ERSAL-INTL 3 is
©Frenchie (80) W. .108
JueJ Mil na, .siiclley Kelly
Winters, Paul
L-Horvey '104) C..107
Jaoir- Sl

1l«ll{^
i
„
j
4951
I
4952
,
2!5^
I
3806
! «o-,
! (7)
j
j
>
3703
i
I
I 3436
I
1951-52
i
3653
;
3414
I 3415
t
1951-52
I 4411
1 4412
1 3425
I
Prod.
Dnrt fublteti, lht«d by company. In ord«r of ralamo. Running llm* followi titlo. Flrif dot* li notional
ralooM, wcond tho doto o« roviow In BOXOFFICE. Symbol batwcon dotai It roling from BOXOFFICI
MVlow. H V«'» Good. + Good, i Folr. — Poor. = Vtry Poor. O IndleoUi color photogrophy.
^Jmi$
ijijDu-r
Columbia
III ....(
»| ,..,1
Ml
No- Tillt Re! Oale Raima Rev'd
ASSORTED COMEDIES
Wemlii'g vtHs (16) .. 2- 8-51 + 3-10
9424 Wine. Women and Bong
1*^
3-31
(15'/2) 2-22-51 +
Blonde Atom Bomb (17) 3- 8-51 -f 414
5-
Ihe A*""! Sleulh (16).. 419-51 5
5-26
3416 Fun on the Run (16).. 5-10-51 ±
7-21
3426 Woo Woo Blues (16)... 7- 2-51 +
SEASON
Pleasure Treasure (17),. 910-51 ....
She Took a Powder (16). 10-11-51 ± 11-24
(4413 Trouble in Laws (16) .
.10-11-51
'4422 The Champ Steps Out
(. .) 11-15-51
CANDID MICROPHONE
(One- Reel Specials)
3553Subiett No. 3 {lO'/z) 2-15-51 3-17
3554Sublect No. 4 (11).... 4-12-51 + 4-14
3555Sub)ect No. 5 (IQi/j).. 614-51 ± 6-23
3556 Subject No. 6 (10)-... 815-51
CAVALCADE OF BROADWAY
Havana Madrid (10.)-. 4-12-51 -f 5- 5
3654 Ne» York Alter Midnijht
(11) 6-28-51 -H- 7-21
4651 The Gay Nineties (..). .11-15-51
COLOR FAVORITES
(Technicolor Reissues)
3606 The Carpenters (8) 2- 8-51 +
3607 Poor Little Butterfly (g) 3-15-51
3608 Jillerbuo Kniahts 0'/2) 4-15-51 -+-
3609 Birds in Love (8) 5-17-51 ±
3610 Air Hostess (8) 6 2151 3611 The Eoo Hunt (71/2).. 7-26-51 +
3612 Merry Manikins (8) ... 8-23-51
1951-52 SEASON
4601 The Horse on the
Merry-Go- Round (7)
4602 The Shoemaker and (he
El

SHORTS CHART
6310 Teresa Brewer and Firehoust
FWe Plus Two(15)6-?7-51 + 6-30
1951-52 SEASON
7301 Tommy Dorscy and His
Orchestra (15) U- 7-51 ± 11-10
7302 Woody Herman's Varieties
(15) 12- 5-51 + 11-17
TWO-HEEL SPECIALS
6202 Arnold the Benedict
(18) 8- 8-51 ± 7-14
1951-52 SEASON
7201 Danger Under the Sea
(I6I/2) 12-10-51 4+ ll-lO
TECHNICOLOR CAHTUNES
(Reissues)
6326 Woody Dines Out (7)... 3-19-51 + 3-24
6327 Andy Panda Goes Fishing
(7) 4-23-51 -f 5-19
6328 Sprinotime Serenade (7) 5-14-51 ± 5-12
6329Junole Jive (7) 6-18-51+ 6-23
6330 Who's Cookin' Who? (7) . 7-16-51
6331 Pied Piper of Basin Street
(7) 8-20-51
6332100 Pygmies and Andy
Panda (7) 9-17-51
6333 The Fox and the Rabbit
(7) 10-15-51
VARIETY VIEWS
6343 Sprinoboard to Fame (9) 3- 5-51 ± 3-24
6344 Hiclcory Holiday (9) 4-30-51 ± 5-19
6345 Finny Business (9) 5-21-51 -f 6- 9
6346 Clubby Cub (9) 6-18-51 ++ 5-12
6347 Romeo Land (9) 8- 6-51 + 7-21
6348 Monkey Island (9) ... 9-10-51 ± 7-14
WOODY WOODPECKER CARTUNES
(Technicolor)
6352 Sleep Happy (7) 3-26-51 -f 4-21
6353 Wicket Wackey (7) 5-28-51 * 5-12
6354SlinB Shot 6% (7).... 7-23-51 + 6-30
6335 Redwood Sap (7) 10- 1-51 ± 9-15
6356 Woody Woodpecker Polka
(7) 10-29-51 + 9-15
1951-52 SEASON
7351 Destination Meatball
(7) 12-24-51 + 11-10
4+
Warner Bros.
Prod. No. Title Rel. Date Rating Rev'd
BLUE RIBBON HIT PARADE
(Technicolor Reissues)
7307 Lite With Feathers (7) . 3- 3-51
7308 Peck Up Your Troubles
(7) 3-24-51 + 4-21
7309 Odor-Able Kitty (7)... 4-21-51
7310 Book Revue (7) 5-19-51
7311 Stagefright (7) 6-23-51
7312 Sioux Me (7) 7-21-51
7313 The Stupid Cupid (7) . . 9- 1-51
1951-52 SEASON
8301 Holiday for Shoestring
(7) 9-15-51
8302 Lady In Red (7) 10-13-51
8303 Sniffles and Bookworm
(7) 11-10-51
8304 Goldilocks Jivin' Bears
(7) 12- 1-51
BUGS BUNNY SPECIALS
(Technicolor)
7721 Rabbit Every Monday (7) 2-10-51 4-21
7722 Bunny Hugged (7) 3-10-51 4-21
7723 Fair-Haired Hare (7) .. 4-14-51 + 6-2
7724 Rabbit Fire (7) 5-19-51 ++ 6-30
7725 French Rarebit (7) 6-30-51
7726 His Hare Raising Tale
(7) 8-U-51 -1-9-8
1951-52 SEASON
8723 Ballot Box Bunny (7).. 10- 6-51 ++ 11-24
8724 Big Top Bunny (7) .. .12- 1-51
FEATURETTES
7104 Roaring Gum (19)
(reissue) 3-31-51
7105 Hunting the Hard Way
(20) 5-26-51
7106 Liv> of the Badlands (20) B- 4-51
1951-52 SEASON
BlOl Tbe Knife Thrower (20) . 9-29-51 ff 10-20
8102 A Laugh a Day (..). .11-24-51
8103 I Won't Play ( . ) 12-29-51
HIT
.
PARADE OF GAY NINETIES
7804 Childhood Diyi (10) . . . 2-10-51
7805 In Old New York (9).. 4-28-51
7806 Musical Memorlei (9).. 6-30-51
JOE McDOAKES COMEDIES
7484 So You Want to U
Cowboy (10) 4-14-51 ± 5-26
7465 So You Want to Be I
Paperlijnger (IB) 6- 2-51 + 7-14
74f6 So You Want to Buy 1
Used Car (10) 7-28-51 ±9-8
1951-52 SEASON
8401 So You Want to Be a
Bachelor (10)
8402 So You Want to Be a
9-22-51 -f 11-10
Plumber (..) 11-10-51
MELODY MASTERS BAND
1951-52 SEASON
8801 U.S. Army Band (10) . .1013-51
(802 Jan Garber and Orch.

Opinions on Current Productions; Exploitips
/^
f£|]TU;l£
xl£yj£!JJi
f-
Flame of Araby
Univ.-Int'l (207) 77 Minutes
(rOR STORY SYNOPSIS ON EACH PICTURE, SEE REVERSE SIDE)
Drama
(Tcclmicolor)
Rel. Ion. '51
The shiiting sands of the Near East's deserts (they're really
in California) have furnished the foundation for a long line
of U-I's Arabian Nights-ish melodramas—into the construction
of which have gone standardized ingredients, principal
among them being curvaceous cuties, courageous caliphs,
color photography and copious corn. They have been the
despair of critics but the delight of exhibitors, inasmuch as
most of them have proven to be highly profitable bookings,
most especially in smaller cities and neighborhood houses.
This entry differs but little from the others. The corn content
is perhaps a mite more bountiful—but that's obviously an
asset, rather than a liability. There's the usual array of
action, riding, fighting, romance, spectacle, suspense, villainy
and gore. Action addicts and juveniles will love it. Produced
by Leonard Goldstein, directed by Charles Lament.
Maureen O'Hara, Jeff Chandler, Maxwell Reed, Susan Cabot.
Lon Chaney, Buddy Baer, Richard Egan, Royal Dane.
:;)
Westward the Women
MGM ( ) 86 Minuiss ReL
With heavy—oftimes loo heavy—stress on incident and
characterizations, this etches a forceful picture of the part
played by the indomitable pioneer women of the 13503 in
the winning of the west. Bfecause of the unusual nature of
the story, the film should have a dual appeal. Present are
enough of the established ingredients of the standard western
to attract the seekers of sagebrush faro, while its dramatic,
comedy and romantic elements cue in sufficient quantity
and quality for ticket buyers of more general tastes.
There is plenty into which the live showman can sink his
merchandising teeth, principally the offbeat yam and tof>liner
Robert Taylor, who'll be hotter than a $4 shotgun
because of his contemporary appearance in "Quo Vadis."
Personally produced by Dore Schary, the feature is unstintingly
mounted, while William Wellman's direction extracts
good performances from the large cast.
Robert Taylor, Denise Darcel, Hope Emerson, John Mclntire,
Henry Nakamura, Lenore Lonergan, Julio Bishop.
F
The Browning Version A
Drama
Univ.-Int'l ( ) 90 Minutes Rel.
A splendid, intensively moving drama about British school
life, this I. Arthur Rank production is one of the finest from
England this year. A mature study, which deals more with
the teachers and their personal problems than with the students,
it is adult fare, ideal for the art houses. In addition,
Michael Redgrave, whose portrayal of an unhappy, middleaged
professor is one of the year's best, has enough marquee
value for audiences in the better neighborhood houses. Other
selling angles are the stage play, in which Maurice Evans
and Edna B'sst appeared on Broadway, and the fact that
the picture received best acting and scripting awards at
the Cannes Film festival. Brian Smith is completely natural
as the pupil, Jean Kent is excellent as the embittered, heartless
wife, who flaunts her infidelities, and Nigel Patrick and
Wilfrid Hyde-White contribute outstanding performances under
Anthony Asquith's expert direction.
Michael Redgrave, Jean Kent, Nigel Patrick, Ronald Howard,
Brian Smith, Wilfrid Hyde-White, Bill Trovers.
It,
The Model and fhe Marriage Broker
F
'°"'"
20th-Fox (201) 105 Minutes BaL Ian. '52
The increasingly popular character actress, Thelma Ritter,
gets another vehicle tailored to her heart-warming, middleaged
talents in an amusing comedy feature. While Jeanne
Crain does a good acting job as the model of the lengthy
title, it is Miss Ritter's performance as the kindly marriage
broker that will keep audiences laughing, to the extent
that occasional dialog is lost in the hilarity. It should do
good business, particularly in neighborhood spots. Produced
by Charles Brackett, who is also co-author, and directed by
George Cukor, the picture's one fault is a multiplicity of
characters and story angles which detract from fhe main
theme. Scott Brady does nicely in the romantic lead and
Frank Fontaine and Zero Mostel mug to their hearts' content
as hard-to-please marriage prospects. There ore a few
serious moments but these are less effective than the many
comedy scenes.
Jeanne Crain, Scott Brady, Thelma Ritter, Michael O'Sbea,
Helen Ford, Zero Mostel, Frank Fontaine, Dennie Moore.
Jungle of Chang F ;r
RKO Radio (208) G7 Minutes ReL Nov. '51
A novel travel film of life in primitive Siam which will
satisfy as a supporting picture to a strong top feature. Best
suited to the art houses. Although many adults will find
dull and slow-moving, there are plenty of animal sequences
it
to appeal to the youngsters. Producer by Svensk Filmindustri,
there is English commentary by Leonard Bucknall
Eyre and a few subtitles to translate the occasional sing-song
dialog. The two chief humans, PoChai and MeYing, play a
young couple who start out their married life by trying to
carve out a home in the jungle. There are a few exciting
moments during their fight against the jungle beasts, but
the most interesting part is PoChai's mastery of a rogue
elephant. It is mainly a simple picture about a little-known
people and the photography is above average while the
tinkling musical score has a certain charm. Directed by
Paul Fejos and Gunnar Skoglund.
PoChai, MeYing, Chang, the elephant, Siia, the tiger, and
other animals.
Bo'
,.do\in. I
Street Bandits
Republic (5130)
54 Minutes
Draaa
ReL Nov. IS. '51
Directly and unmitigatedly off of the rubber stamp is this
modestly budgeted racket yarn, whose greatest asset in
bidding for a supporting spot on the dualers—and that's the
only booking niche it can hope to attain—is its brief running
time. The feature's weakness lies mainly in the writing
department. The story, after springboarding to a semidocumentary
and promising start, gets itself bogged down in
a single-idea situation which is stretched too thin, even for
less than an hour of celluloid. The cast, while it boasts
no top names, includes a number of young mummers who
have proven their ability to do better, but they are stymied
by the script, as are the directorial efforts of R. G. Springsteen.
William Lackey produced. If thealremen want to tie
the film into their merchandising, the civic cleanup angle
is probably the best bet.
Penny Edwards, Robert Clarke, Ross Ford, Roy Borcroft
John Eldredge, Helen Wallace, Arthur Walsh.
The Path of Hope
Lux Films 104 Minutes ReL
Another powerful, moving and realistic Italian-language
feature dealing with unhappy humans in postwar Italy. In
dramatic quality, it can be compared both to the recent
"The Bicycle Thief" and "The Last Chance," a magnificent
European-made film, released by MGM in 1945, which also
told of a group's arduous trek over the snowy Alps. Winner
of the Selznick "Silver Laurel" award for the best European
film of 1951, as well as other foreign prizes, this can be
exploited to garner strong returns in the art houses and in
Italian neighborhoods. The slory, which starts in a Sicilian
mine, and ends up in France, is filled with excitement, human
interest and climactic suspense. The actors, many of them
nonprofessionals, contribute fine portrayals of simple villagers.
Raf Vallone, recently in "Bitter Rice," is outstanding as a
young widower and Elena Varzi has a sullen, sultry beauty
as an outcast. Pietro Germi directed.
F
Sni>.
$n.50ll
Young Scariace
Draaa
M. E. D. Distributors, Inc. 80 Minutes RoL Nov. 7, '51
As a portrait of British gangsters this low-budget import
may be true to life. As entertainment it's pretty grim stuff.
There is little comedy relief. The skills of John and Ray Boulting
who previously produced and directed "Seven Days to
Noon," shine through in an effective finale and one other
scene in an amusement park. Exploitation should emphasize
their prior productions. Although the cast has no marquee
value, the title may be capitalized upon as people may
remember the original "Scarface." The dialog, spoken with
thick cockney accents and delivered from the side of the
mouth, is filled with English slang. Richard Attenborough,
portraying a 17-yeaT-old killer, overdoes the role. The plot,
while overly complicated, should hold audiences who like
crime dramas. It should satisfy in fhe lower half of a dual
bill. M. K. D. Distributors, Inc., is at 1501 Broadway, New
York City.
Raf Vallone, Elena 'Varzi, Saro UrzL Franco Navarra, Lilian
Richard Attenborough, Hermoine Baddeley, Carol Marsh, William
Hartnell, Harcourt Williams, Wylje Watson.
Lattanzi, Giuseppe Priolo, Luciana Coluzzi.
1322 BOXOFFICE November 24. 1951 1321

. . Blazing
. . Scorned
FEATURE REVIEWS Story Synopsis; Adiines for Newspaper and Programs
THE STORY:
"Westward the Women"
To Robert Taylor, vsteran scout, goes the assignment of
shepherding 200 women across country to California, where
are to marry ranchers in a new community. Among them is
Denise Darcel, a flashy French girl of dubious antecedents,
who immediately sets her cap for Taylor, although he'll give
her nary a tumble. West from Independence there's a steady
flow of trouble. Most of Taylor's drivers desert, taking some
of the women with them, and accidents, Indian altacks, flash
storms and rugged terrain also take their toll. Taylor's relations
with Denise grow worse, although she reveals her love
for him. Finally, v/ith Taylor and the cook as the only
remaining men, the caravan crosses Death Valley and
reaches is objective—and so does Denise as she leads
Taylor to the preacher.
CATCKLINES:
Tv/o Hundred V/omen
.
a Trail to the New
Frontier . . . They Set Their Course Westward on a Caravan
That Wouid Not Be Stopped . . . It's a Dramatic Film Treat
51
hit
ke'
THE STORY: "Flame ol Araby"
Maureen O'Hara, Tunisian princess, is in danger of losing
her throne because of the plotting of her evil cousin. Maxwell
Reed, whom she suspects of having poisoned her father, the
king. Reed enters into an agreement with Lon Chaney and
Buddy Baer, leaders of an infamous pirate crew, whereby
they are to help him gain the throne on condition that either
Chaney or Baer can marry Maureen. Contemplating suicide,
Maureen is halted by Jeff Chandler, swashbuckling sheik
whom she had met once previously while he was trying to
capture a fabulous wild stallion. Then Maureen concocts
a plan: Chaney and Baer, on two fast horses, are to race
the stallion sought by Chandler. The one who wins is to
claim Maureen lor his bride. Chandler captures the stallion,
wins the race and takes Maureen as his wife.
CATCHLINES:
The Desert Drums Beat Out Their Rhythm of Romance and
Passion . . . And All Araby Cheers the Daring Deeds of the
Swashbuckling Tamerlane ... As He Claims a Princess as
His Own.
THE STORY: "The Model and the Marriage Broker"
Thelma Ritter a marriage broker in New York, accidentally
meets Jeanne Crain, a model v/ho is keeping company with
a married man, and persuades the girl to give him up.
When Scoit Brady, one of her clients, runs out on the marriage
she had arranged for him. Miss Ritter gets him to meet
Miss Grain and the two fall in love. When the girl learns
that Miss Ritter is a marriage broker she is furious and
ijreaks off with Brady. But when Miss Riiter closes her office
and goes to a rest home, Miss Crain takes a prospective
husband up there and he accidentally hits it off with the
broker. Miss Ritter learns about the deception and she
reopens her marriage bureau while Miss Grain is reunited
with Brady.
CATCHLINES:
She Arranged Romances for Lonely Folk in "the Loneliest
City in the World" . . . Thelm.a Ritter, Star of "The Mating
Season," in Another Heart-Warming Portrayal . . . Jeanne
Crain, as a Glamorous Model, Meets a Future Husband
Through a Middle-Aged Marriage Broker ... A Broker
Who Arranged Marriage and Patched Up Broken Hearts.
THE STORY:
"Street Bandits"
•1
jS
oldai'
THE STORY:
"The Browning Version"
Michael Redgrave classics teacher in a British boys school
who is about to retire because of ill health, is laughed at
by most of his pupils. His wife, Jean Kent, is a heartless
woman, who openly boasts to him of her infidelities and is
carrying on an affair with another teacher, Nigel Patrick.
When one of Redgrave's pupils, Brian Smith, presents him
with a book, the Browning version of a Greek play, he is
touched but his wife says the boy only did it to insure a
passing grade. This cruelty causes Patrick to break off with
her and Redgrave finally rejects his wife after the boys give
him an ovation when he makes a stirring speech at the
closing exercises.
CATCHLINES:
. . . Winner of the Best
Michael Redgrave Gives His Most Stirring Performance in
the Picturization of a Great Play
Acting and Scripting Awards at the Cannes Film Festival
of 1951 ... A Soul-Stirring Experience That You Will Long
Remember . By His Wife, He Finds Solace in the
Respect of His Pupils.
THE STORY: "Jungle of Chang"
Roy Barcroft, member of a slot machine syndicate headed
by John Eldredge, bombs a waterfront cafe. Robert Clarke,
a young lawyer, undertakes to defend him, although Clarke's
partner, Ross Ford, will have none of it. Clarke gains an
acquit'.al for Barcroft and, through his association with the
mob, becomes a wealthy man. Ford, disgusted, quits the
pdrtnership and goes to work for the district attorney's
office. Then Eldredge and Barcroft have a violent argument
and Barcroft kills the gong boss. For the first time Clarke
realizes he is mixed up with the worst type of criminal,
decides to sever his underworld connections and redeem
himself. He contacts Ford and, although at the last moment
is critically injured by Barcroft, helps Ford convict the
crime ring.
CATCHLINES:
Murder V/as His Business . . . And He Made It Pay . . .
But Gangdom Made Him a Pawn ... In Its Violent Game of
Bullets and Blood . . . It's a Terrific Adventure in Excitement
and Suspense.
PoChai, a young man in North Siam, marries MeYing, a
girl of his village, and they take their poor possessions, some
rice seed, a goat, a dog and some woven baskets, to the
nearby jungle to clear a space for their future home and for
some rice fields to support them. When their goat stops to
graze, they know they have a place and they fight against
wild animals and drought but carry on. PoChai seeks employment
in the great teak forests until their rice comes
through. When he masters a rogue elephant, turning the
beast into a member of the working herd, he becomes a
mahout. He finally returns to MeYing and his rice fields
when the rains come and the grain is ready.
CATCHLINES:
A Fascinating Story of a Little-Known Part of the World . . .
A Girl and a Boy Carve Their Future in the Jungles of
Siam . . . They Met Danger and Drought but Survived to
Find Happiness ... A Story of Siam, Where Danger Lurks
Behind Every Tree.
THE STORY:
"Young Scarface"
THE STORY:
"The Path of Hope"
When a Sicilian mine is forced to shut down, a group of
miners and their families decide to find work in France.
They sell their possessions and put themselves in the hands
of Saro Urzi, who plans to run out on them. Raf Vallone, a
widower with three children, takes pity on Elena Varzi, who
is scorned by the other women because she is accompanying
Franco Navarro, a reprobate. In Naples, the police order
the group to go home, but most of them go on. As they
near the snowy Alps, Navarra attacks Vallone, who is forced
For revenge, Richard Aftenborough, 17-year-oId mob leader,
murders the "Kclley Kibber," a nev/spaperman assigned by
his paper to distribute gift certificates. Attenborough has
Wylie Watson distribute the cards to make it look like the
reporter died later. Carol Marsh, a waitress, notices that the
man who left a card on her table does not resemble the
picture ol the "KoUey Kibber." Attenborough murders Watson
and marries Carol to keep her quiet. Hermoine Baddeley, a
friend of the murdered man, sets out to prove his death
was not accidenlial. She follows the trail to Attenborough.
Attenborough talks his wife into a suicide pact which he has
no intention of keeping. The police arrive and stop her.
Attenborough dies accidentally.
CATCHLINES:
A Thrill Packed Film from the Makers ol "Seven Days to
Noon" . . . He's Brutall . . She's Lovelyl . . . Together They're
.
Dynamilel ... He Killed for Fun . . . And Married for Safety.
.t
an
boc
c
to kill him. A few cross the Alps during a snowstorm and
one of them is lost. Realizing the amazing trip they made,
the border patrol lets them enter France. Miss Varzi stays
with Vallone and his motherless children.
CATCHLINES:
Comparable to "The Bicycle Thief," "Bitter Rice" and Other
Great Italian Dramas . . . Winner ol the Selznick "Silver
Laurel" Award for the Outstanding European Film of 1951
. . . Ral Vallone, Star ol "Bitter Rice," With Elena Varzi,
Exciting New Italian Discovery . . . Scorned by Her Fellow-
Villagers Yet Loved by Two Men.

I
aken
I
I
ATES: ISc per word, minimum SI. 50. cash with copy. Four insertions ior price of three.
ILOSING DATE: Monday noon preceding publication date. Send copy and answers to
Box Numbers to BOXOFFICE, 825 Van Brunt Blvd., Kansas City 1, Mo. •
HELP WANTED
Assistant manager, rtliel operator. Will train,
uasas City, Mo. Good pay. Short hours. Give
111 Intormation first letter. Boxofflce, 4475.
Experienced projectionist for Connecticut theatre.
4-lioiir work weeli. Slate experlen'A-, salary dertil
and references, Bo.rafflce, 4493.
Projectionist: Midwestern town, seven nights.
Ao matinees. No drinkers or drifters need apply,
lie full Information, photo and references in
irst letter. Steady job. Hnxoffiee, 4494,
1-
POSITIONS WANTED
Manaoer available for Florida Independent or
m.iil chain. 10 years experien^v, complete charge,
'ference. Keasonable. Manager, 715 E. Itobson,
iiiipa,
i'^ia.
! Projectionist. 22 years experience. Go anyllieic.
Available at once. Phone S3IiU. Kenetli
Doty. Itansom, Kas.
Experienced operator desires position. Reliable
nil sober. I'refer northeast states. P. 0. Box 64.
Vt.
lirallleljoro,
Wanted: Opportunit,,' to form partnership in
Liliolled town with owner who is anxious to
low down. Interested in lown horn 2.500 to
[(,000 or larger. Five years in theatre business.
U). year-old couple, willing to take advice and
jlioiilder load. .\t present managing theatre,
pontact us, come to our town and check on us.
fiosoffice. 4495.
I
At liberty, manager, experienced. Conventional,
tiive-in. Tom McNeely. 901 Melba. Dallas.
Projectionist, ten years experience, wants posilon
near Fort Lauderdale or Miami, Florida.
\on-Mnion operator, but would like to become
liprentice if possible. Boxofflce, 4498.
General manager: Early thirties, married, now
mp'oyed, desires climatic change. Experienced in
eRitimate theatres, indoor and drive-in. circuit
ind independent operation: booking, buying and all
iliases therein. I'refer west coast. Arizona. Florlia
or r.S. islands, but will consider any good
ilipurtlmity. Complete leferenivs. Boxoffiee. 4499,
BUSINESS STIMULATORS
Bingo with more action. $3.50 thousand cards,
liso other games. Novelty Games Co.. 1434
iedford Ave,. Brooklyn 16, N, Y,
Giveaway New 1951 car. No cast to theatre,
-»ns 5.000 population or over. Merchant Ad-
.ertising tieup. Interstate Theatre Service, 1115
Hasl Armour. Kansas City. Missouri.
Comic books available as premiums, giveaways
It your kiddy shows. Large variety, latest neusitand
editions. Comics Premium Co., 412B, Greenvlch
St.. N. Y. c. Publications for premiums
(exclusively) since 1939.
Bingo die-cut cards, 75 or 100 numbers, $3.50
ler M. Premium Products, 339 VV. 44th St , New
Yoik 18. N. Y.
Popular, new approved 10c comif books, plus
!oy Rogers large eulured photograph; 3c per eominallon!
Roy Rogers official deputy sheriff badge,
ndivldually mounted, plus Rogers photograph: 4c
«r combination. Sidney Ross. 346 VV. 44th St
i
lew York 18. N. Y.
THEATRE TICKETS
Prompt service. Special printed roll tickets.
100.000. $26,70: 10.000. $7,80: 2,000, $4,95,
Each change in admission price, including change
I" color. $3 extra. Double numbering extra.
f'.O.B. Kansas City. Mo. Cash with order. Kansas
City Ticket Co.. 109 W. 18th St., Kansas
Mo.
City,
Drive-in theatre tickets. Send for samples of
our special printed stub rod tickets for drive-ins.
Safe, distinctive, easy to check. Kansas Citv
Ticket Co., Dept. 10, 109 W. 18th St., "Film
Row," fcinsas City 8, Mo.
STUDIO AND PRODUCTION
EQUIPMENT
optical picture reduction printer, reliiiilt.
-^'"'"O" professional
liii^"' sound camera, $495:
MIC()P llispeed 90 fpm printers, 16/35mm, $1,650
pus tax; 16mm Animation stand complete. $2,250-
Jlaiirer BM recording system, complete, $2,493;
Moviola Soundiiix CliS. rebuilt. $1,093; Belhowell
specialist outfit, originally $2,350, $1,495: .Micro
synArnn zer 4-way 16/33mm, $193; 500\V sunsiiots
on stands. $77.50: new Bridgamatic Jr,
lomni aulomatic developing machines (plus tax).
;»JJo, Cash paid tor used equipment. Trades
lepi. c. S.O.S. Cinema Supply Corp.. 602
o2iid St., .Neu York 19. X, Y.
I".
;1
teoxOFFICE :: November 24, 1951
GENERAL EQUIPMENT—USED
Holmes sweet Holmes! Kducalors (Mnzda lamp.s).
$605. with W. E. soundheads; B.tby Stronj; ati*s.
rectlfiors. special, $tf95. All rebuilt like new
dual outfits with amplifier and speaker. Time
deals Invited. Dept. C. S.O.S, Cinema Supply
Corp., 602 W. 52nd St.. New York 19. N. Y.
New or used Holmes. U\gh or low Intensity
lamps. I'frft'Ct for drive-in nr theatre. Immediate
delivery. One 16mm sell or trade. Harold
Owen. Seymour, Mo.
For sale; Complete used theatre equipment, 545
seats. Simplex projectors, etc. Boxorfice, 4477.
For sale: Complete booth equipment, machines,
lamps, transverter, rewind, talking, good condition.
All for $1.50n. West Theatre. Terre Haute. Ind.
For sale: Used chairs. 2.266 Hcywood-Wakefield.
fully upholstered, fair condition. J. H.
Elder, 2019 Jackson, Dallas. Tex. PR 8401.
GENERAL EQUIPMENT—NEW
Play up attractions with tempered Masonite
marquee Iflters. 4" — 35c: 8"—50c: 10"—60c:
!2-'— 85c; 14"— $1.25: 16"— $1.50 (all colors).
Fits Wagner. Adler, Bevelite signs. Dept. C.
S.O.S. Cinema Supply Corp.. 602 W. 52nd. New
York 19. N. Y.
New and top quality 15 amp rectifier bulbs,
only $4.59. Reflectors, all types. 20rc off;
flamt'proofed. fungnsproofed plastic screens. 39»^r
sq. ft.; beaded 49^c; coaled lenses, $100 pair
Uept. C. S.O.S. Cinema Supply Corp.. 602 W.
52nd St.. New York 19, N. Y.
For sale: Two new 35mm arc light projectors,
new screen, 300 new leather spring cushion seats,
heating and fooling system. H. S. Weir. Araory,
Mi.ss.
EQUIPMENT WANTED
Complete booth and sound. Also 200 chairs for
small theatre. Boxoffiee. 4497.
DRIVE-IN THEATRE EQUIPMENT
Popcorn machines, half price. Wiener. Hamburger.
Sno-Cone. Peanut Koasters, Bun Warmers
Popl'ers Supply, 146 Walton St.. Atlanta, Ga.
Drive-in theatre tickets. Send for samples of
our special printed stub rod tickets for drive-ins.
Safe, distinrtive, easy to check. Kansas City
Ticket Co.. Dept. 10, 109 W. 18th St., '-Film
Row," Kansas City 8. Mo.
Pay out of income. Complete projection and
sound outfits from $1,595 available on time payments.
Send for equipment list stating your car
capacity. Dept. C. S O.S. Cinema Supply Corp..
602 W. 52nd St., New York 19, N. Y.
POPCORN MACHINES
Popcorn machines, all makes. $100 up. Kettles
for all makes popcorn machines. Consolidated Confections.
1314 So. Wabash Ave., Chicago. 111.
Popper kettles for all makes of machines.
Cretors. Star, Manley poppers. CJindy corn equipment.
120 S. Halsted, Chicago 6. III.
THEATRES WANTED
Theatre, Nebraska, western Iowa, northern Kansas.
No brokers. Over 400 seats. Town 1,800
population or over. Confidential. Experienced, L.
J. Burkitt, Sparta, Wis.
Sell your theatre privately. 32nd year. Highest
reputation, know-how. Arthur Leak. Theatre
Specialist, 3305 Caruth. Dallas. Tex.
Exchange good New Mexico ranch for solid theatre,
town o\er 2,000, Southwest. Boxoffiee, 4471,
Missouri only. Prefer controlled town. 3,000 to
4,000. Consider smaller. No drive-ins. Boxoffiee,
4472.
Have buyer for good southern Illinois or Indiana
theatre. Population must be 2,000 or more. Must
be good. Ralph French, Agency, exclusive theatre
brokers. Colfax. 111.
Cash for county seat. Arkansas. Missouri. Kansas,
Colorado. New Mexico. Boxoffiee, 4473.
Wanted to lease, drive-in theatre located in
Missoini. Arkansas, Iowa or Kansas. Give details.
Rxporienced. References. Boxoffiee. 4482.
Wanted from owner. Best profitable theatre
controlling Southwest town over 2.000. Cash available.
Boxoffiee, 4492.
Exchange a profitable skating rink for a drive-in
theatre. Oklahoma or Te.xas territory. Ilink floor
140 ft. by SO ft. Permanent building. Wish
drive-in 600 or more speakers. Would trade for
conventional house. Bo.xoffice, 4496.
THEATRES FOR SALE
cLfflfiine
Theatre For Sale: Selected listings In Oregon
and Washington now available. Write for list.
Theatre Exchange Co.. l-"lne Art« Bldg., Portland.
Ore-
Build double parklnt: Drive-In theatres under
franchise Patent 2.102.718. reissue 22,758. Up to
30'^. more seating capacity with little additional
cost. I/)uls Josscrand. 3710 Ml. Vernon, Housron.
Tex.
Pacific Northwest theatres for sale. Write Irv
Bowron. snli-s manager. Theatre Sales (Dlv, ).
Fred B. LudMlg. Brk. 4229 N. E. Broadway.
I'oril.ind 13, ftre
Modern small town theatre. No correspondence:
Cfime ^ce it, Charlps Kook. Bushnell. Fla,
Santa Fe area. 050-seat. strictly modern. Including
apartment. $285 I'cek concessions Wonderful
climate, growth. $30,000 enoiich down
riiilil party. Payout under three ycar.s. Extensive
chrck vM'lcomrd, Boxofflce. 4462.
West Texas college town. Grew 20,000 ten
years. Wonderful country. Very profitable at
$31,000 down. Every record open. Boxoffiee.
4463,
Southwesfs finest drive-In. All new, modern
and \w>ll established. Rig money maker. Selling
beJniise of illness. Minimum cash to handle.
$150,000. Boxoffiee. 4467.
Vicinity Dallas, Tex. (Jrowlng town 3.800. only
theatre and bnlldlnii. Normal vear pnifit near
$20,000. Lovely $23,000 home available, $39,000
handles. You'll seldom find this value. Boxoffiee.
4464.
In warm, healthy Texas gulf coast. Probably
$9,500 down for good building, equipment. Only
show, town under 2.000. near San Antonio Family
dn well here. Similar, nearby, little larger.
$13,500 down. Near Houston. 500 seats, excellent
family operation. $18,000 do\\n. Fort Worth
area, refrigerated. $35,000; terms. Many ofhiTs
all loi'atinns. Arthur Leak. Specialist. 3305 Caruth.
Ttalhr., Tex, Severn! drive-ins from $20,000 dn\ni.
Perfect family setup; 400 seats. Southwest.
Excellent equipment throughout. Very reasonable
for cish. Some terms to right party. Inspection
invited No curinus. nlease Boxoffiee. 4479,
New Mexico's finest investment. Ma,ior drive-in,
modern de luxe plant, plus valuable land. Ideally
located fast growing city, perfect setup on product.
Probably b-ggest potential in Southwest. $110,000.
$60,000 down. Principals only. Serious illness.
Boxoffiee. 4480.
New. all modern, 800-car capacity drive-in. in
heart of Southwesfs biggest and most progressive
city. Possibilities unlimited. Big deal for big
operator. Inquiries welcome: full information to
^esnon-ible parties. Box 13216. Houston 19. Tex.
Only $5,500. Two-story bri-.-k building 25x90'
with 260-seat theatre and hotel annex. Eastern
Washington. Boxoffiee. 4481.
Only theatre In western Washington town of
over 2.000 population. Same owner 28 years.
$10,000 cash required. Boxoffiee. 44S6.
Beautiful new drive-in. Michigan town of 100,000
population. Only one other drive-in in town.
RCA de luxe equipment throughout. Terms arranged
if necessary. No agents. Boxoffiee, 4487.
First run air conditioned 440-seat theatre in
Florida town of 15.000 population. Only one
other regular theatre in area. County population
over 30.000. Will sell lease and equipment.
$20,000 cash required. Balance easy terms. A
real spot for experienced theatre operator. Write
Boxoffiee. 4488.
New Mexico controlled town, over 2,000. 85*?^
sutishine area. Payroll, livestock. Con;.iete buildings,
latest Simplex booth. Housing, rentals included.
$20,000 down. Showing $300 weekly
profit. Boxoffiee. 4489.
Family death requires sale controlled growing
town east Texas. Brick building; good business.
$15,000 down. Investigate. Boxoffiee. 4490.
Year "round highly profitable north Tex.xs
drive-in. Personal prolonged inspection, please.
as everything good, including net. $36,000 handles.
Nearby smaller drive-in. $20,000 down.
Boxoffiee. 4491.
San Antonio vicinity. Unusually fine small town
theatre. Masonry building, best equipment, fine
condition. Steady substantial profits. Serious illness
only reason. $20,000. Negoitable paper considered.
Also same area : Refrigerated theatre.
500 seats, good throughout. $18,000 down
Smaller town including building. Neglected management;
$9,500 down. Visit us, see every type,
location in worthwhile theatres. Arthur Leak,
Specialist. 3305 Caruth. Dallas. Tex.
Ideal family operation, should return $20,000
year. One New Mexico's finest towns. Apartment
included. 650 seats. Ideal climate. $30,000
down. Complete inspection requested. Similar
lo-Mtion. plant. $36,000 down. Arthur Leak,
Specialist, 3305 Caruth, Dallas. Tex. 26 others
Southwest.
Housf
THEATRES FOR SALE (Cont'd)
For sale: tOfUMr drh-' in, Mirtijgan Thumb
district, on main htuhtta); built 1950. Contact
Clarence ItusU. phone 75R2. DeckervHle. Mich.
Northwest Nebraska town, l.IOO. ilwui trade
territory. Diur^lfled farming and ranching. Bxctlhnt
iqiilprnt-nt, Umg rciisonable leasi-, $20,000
part terms can be arranged locally. Boxoffiee.
4500.
For sale: New, modem theatre; complftely
ncvly f(|ulppi'(l: expanding community, northern
Illinois. Boxoffiee, 4501,
Two real buys: Joplln. Mo,, grind run, 5*^iO-sejit
tln-alre Iti downloun an-.i, i-xcrllenl oppurliin>ty.
price $10,000. Driie-ln. BIytheillle. Ark., town
of 20.000, near town of 10,000. Finest equipped
theatre in mld-suuth, price $67,0O(>; $15,000 '.'.i^h
will handle. Gus J. Maase. Theatre Broker. 72t^>
M & M Bid;,. Memphis. Tenn.
Modern 555-seat theatre on main route to natal
air ba.se, $25,000. Terms can be had. Contact
owner, 4 1 22 Herschcll , Jacksonville, Fla.
THEATRE SEATING
Parts for all chairs. Send sample for quotation.
Fensin Seating Co,, (.'hicago 5.
^^^
Chair sutpiies. Bierything for theatre chairs.
Fensin Seating Co.. Chicago 5. _^^
Used chairs, guaranteed good. Advise quantity
wanted. Photographs mailed with quotalian. Fensin
Seating Co.. Chicago 5.
Seat co.ers: Sewed combinations, all makes, all
stylci. Send your sample for quotation. Fensin
Seating Co.. Chicago 5.
nicest small to" n sho.v here. We're making fine
profit but chronic illness. Won't he disappointed
any Icu'^'th drive, $20,000 down, everything. Send
Patch-0-Seat
Fensin Seat
cement.
ng
Patching
Chicago
cloth, solvent,
etc. Co.. 5.
fiir phntographs, Boxoffiee. 4465.
Upholstery Fabrics: All kinds. All colors. Send
jour sample for matching. Fensin Seating Co.,
Cliicago 5.
Tighten loose chairs with Permastone anchor
ctment. Fensin S eating Co., Ch cago 5.
No more torn seats: Repair with the original
Patch-A-Scat. Complete hit, $6. General Chair
Co.. Chicago 22. HI.
Chair Parts: We furnish most any part you require.
Send ^ample lor price, bracket.s. backs
and seats. Gem-ral Oiair Co.. 1308 Elston Ave..
Chicago 22. HI.
Several thousand used opera chairs now in
stock. Can furnish any amount yon request. Full
upholstered back, insert panelback, boxspring and
spring edge seat. Write for pholo and slate
amount and incline. We also manufacture new
chars. General Chair Co.. 1308-22 Elston Ave..
Cliicago 22. 1.1.
Many years in the seating business is yo-.r
guarantee. Good used chairs are not too plentiful
but we have the pick. Full upholstered, panel
back and many other styles. We furnish proper
slope or level standards to lit your floor. All
size 18x2 1-inch t'hairs. Our prices are lowest.
Write for exact photo and price. We furnish parts
for all makes. Send sample. Good quality p astic
coated leatherette 25x26-inch, all colors. 55c ea.
niicago Used Chair Mart. 829 South State St.,
Chicago 5. Ill,
No more loose chairs: Get "F'irmastone" Anchor
cement. $5 per box. General Oiair Co.. Cliicago
Buy chairs from reliable source: that means
S.O.S. (;ei our chair bulletin showing outstanding
values. Dept. C, S.O.S. Cinema Supply Corp.,
i:o2 W. 52nd St.. New York 19. N. Y.
Theatre chairs, many recondit oned. Also late
model. Lone Star. Box 1734. Dallas. Tex.
SIGNS
Easy Way to Paint Signs. Use letter patterns.
Avoid sloppy work and wasted time. No experience
needed Jor expert work. Write for free samples.
John Rahn. B-1329, Central Ave., Chicago
51. III.
DRINK-VENDING MACHINES
1,000-cup capacity Drink-0-Mais, factory rebuilt
with Cbangemakers for 5c or 10c operation;
3 flavor selections, $875: 4 flavor selections, $925,
FOB New York. Coldrinx, Inc.. 234 West o6th
St.. New York. N. Y.
BUSINESS FOR SALE
For sale! Advertising display frame business.
Machinery, dies and materials. Orders to fill.
Theatre trade mailing list. A real business oppoituniiy.
BoxoffiA. 4476.
THEATRICAL PRINTING
window cards, programs, heralds. I'ljuio-Oflsel
Printing Caio Show Printing Co.. taiu. .N. \.

"OUR MANAGERS CAN'T
AFFORD to be WITHMT IT"
i PROMOTION, "The Motion Picture Merchandising
Guide/' is just one of the many practical
e^bitor services in BOXOFFICE ^
BOXOFFICE Services Serve the Industry Best in All Phases of Its Operations

lovember 24, 1951
ection Two
Construction • Equipment • Maintenance
Refreshment Service

Push-Backs make sense
( dollars, too ) in 2 Hg waus
'Our
c*,.:"''ft, on.
"Oo",
Pa
'^Oiff
Off
^, 'ar
„,e drawn
to the^^f^oebler
Potron* o'«
o^^„, convenience ^
offers ^^T^lxs. No ^uch '^.f ^-outs
• • of convenstepped-o"
P-^-^d"onS -So- jjumbVing
,e
'^^"'"^ uLtre seats'. ^-Uh a
_^
years
"°"^^^'T e>oX»ng «

)k
The stage is
set for
WITH CARPET
From the Looms ofMOHA WK
It
Above; Attractive lobby of Ridgeway Theatre, Stamford, Conn., carpeted with rugged Mohowk
Loom Tufted. Msert photo.- Handsomely designed exterior. Photos by Paul S. Davis, Boston, Moss.
Handsomely designed carpet is
a must for every successful
Theatre. For its colorful designs create atmosphere for a wonderful
evening's entertainment. Its deep resilient pile ahsorhs disturhing
sounds ... its luxurious feeling underfoot adds prestige
to your theatre.
To be sure you select the right carpet for your particular needs,
contact your local Mohawk contract carpet dealer. His vast
experience and knowledge of your local conditions is further
assurance that the Mohawk carpet he recommends will fit your
needs — and purse — -in every way.
"iihUca^ tOCte MOHAWK CARPET MILLS, INC. • 295 FIFTH AVENUE. NEW YORK, N. Y.
for noma of ncoreir Mohowk Contract Carpet OvoUi
The MODERN THEATRE SECTION :

:y.vs^^^rr!^:;
-V'a2^'>*|
OF THESE SPOTLIGHTS
IS RIGHT FOR
'/.--'
RTGVTf ior
L I G H T'IITg J B -
RIGHT for
ABE»A5
HOTEtS
J'*«fe. •-

For comfort underfoot—
For sound carpet economy—
SPONGEX
ihe sponge rubber rug cushion
Any carpet cushioned on Spongex*
will wear more than twice as long,
yet Spongex itself stays fresh and
resilient under carpet after carpet.
Your patrons will appreciate the
finest in comfort underfoot and the
atmosphere of luxuriousness
you will appreciate the sound
economy of Spongex.
The Mohaivk Theatre, Amsterdam, New York
The Paradise Theatre, Los Angeles, California
The Tower Theatre, Waterbury, Connecticut
*Source: U. S. Testing Company, Inc.. test
No. 22570. October 3, 1950. reported Spongex
increased abrasion resi.stance 173%. This test
and E1185 reveal SPONGEX to be superior to
all other rug cushions in retention of resiliency
after aging and compression.
the sponge rubber
rug cushion
makes any carpet luxury carpet sheds
•
no loose hair or fibers • cleans easily
with vacuum • lasts year after year
under rug after rug • is moth and vermin
])roof non-allergenic.
•
THE SPONGE RUBBER PRODUCTS COMPANY • 416 derby place, shelton, Connecticut
The MODERN THEATRE SECTION

I
Don't let a run-down front
wreck Your toxoffice/
A front can attract attention and, at the same time, drive away
business. Dead lamps cost more than good ones that are burning.
Resolve now to focus favorable attention on your theatre.
There's nothing like a GOOD attraction board, properly used,
for putting over every picture at the boxoffice. Successful
showmen sell hard every day. They don't just wait for the occasional
"big ones" to come along. They bill EVERY attraction
as a big event.
Plan selling copy that has sock. Have enough letters to say
what you should. Don't permit a shortage of letters, or oldfashioned
letters, to pull your punch. If you have all one size
id
I'arpfl.
tie
and style letters, get some of the new letters,
the larger sizes.
Lay out the copy in an attractive, interesting and effective manner.
If your board isn't large enough to get in plenty of powerful
sales copy and still leave ample white space, you need a
larger panel. BIG BOARDS AND GOOD COPY ARE GETTING
THE BUSINESS AND THE BETTER YOUR DISPLAY, THE BET-
TER YOUR BUSINESS.
Sell your shows by the show-sellingest medium ever devised
Wagner Changeable Copy Letters and Frames. Exclusive advantages,
available only from Wagner, make them the most
potent, most economical, most favored of all display equipment.
Wagner has modem frames to meet all conditions—letters in
plastic and aluminum in the widest range of sizes, colors to suit
your fancy.
We'll be glad to help you take the right steps
toward more effective show-selling. Send today
for the BIG FREE catalog on the Wagner
line
of show-selling equipment—the largest in
the world.
WAGNER SIGN SERvTcE. INC.
218 S. Hoyne Avenue Chicago 12, Illinois
Please send big Iree
Name
Theatre
Street
City & State
catalog on Wagner show-selling equipment.
:0!'
!
BOXOFFICE

Li
11
"ITIVERYBODY Stands to gain from this industry-
•'-^ wide program to stimulate attendance. But the
smart operators are taking active steps now to hold
their gains.
Make sure your house offers comfort to match the
outstanding attractions "Movietime U. S. A." will
bring to your screen. Because extra comfort can
help keep the line forming at your box office.
The best investment in comfort you can make is
Heywood-Wakefield seating. Get in touch with your
nearest Hej^wood-Wakefield representative today
m So
and find out for yourself. Heywood-Wakefield, Theatre
Seating Division, Menominee, Michigan. Sales
Offices: Baltimore, Boston, Chicago, New York.
ENCORE Chairs bring
the extra comfort that attracts
more orchestra patrons.
A
HEYWOOD-
WAKEFIELD
AIRFLO Rocking Chair
L096S fill loge sections at a
profitable premium admission.
Ik (01
aaain
iiceini
The MODERN THEATRE SECTIO^
i
!0F

•
Each
FOR THEATRES
OUTSIDE U.S.A.
AND CANADA
No one else serves the industry
like Westrex!
FOR STUDIOS
EVERYWHERE
Ihe complete theatre supply and service organization
maintained by Westrex is the answer to every problem
concerning equipment for theatres in 62 countries
outside the U. S.
A. and Canada. Offices in more than
100 cities are staffed with engineers trained by Westrex
who have installed over 5000 Wastern Electric and
Westrex Sound Systems. These trained engineers also
service our systems plus hundreds of installations of other
makes. Stocks of spare parts are maintained at all offices.
Westrex office also handles complete lines of
associated theatre equipment and accessories— including
Century Projectors, Ashcraft Arc Lamps, Clancy Curtains
and Controls, screens, projection lenses, ticket
choppers, carbons, and ventilating equipment.
For studios throughout the world, Westrex offers a full
line of Western Electric and Westrex studio recording
equipment and accessories to meet every recording and
re-recording need. These equipments--like Westrex
Theatre Sound Systems— are the outcome of many
years of research by Bell Telephone Laboratories and the
Westrex Hollywood Laboratories.
Remember: No matter what you need, Westrex has it!
For Theatres outside
U. S. A. and Canada
Westrex Master, Advanced and
Standard Sound Systems all feature
the Academy Award-winning Hydro
Flutter Suppressor in their sound
heads. There's nothing finer!
Amplifiers ranging from 15 to 100
watts
output and Western Elearic
backstage speaker systems offer a
choice to meet any theatre's needs.
Westrex Master
Sound System
For Studios
Everywhere
Westrex offers seven complete recording
systems to record on photographic
or magnetic film, 35mm
or l6mm, variable area or variable
density, direa-positive or negativepositive.
The re-recorders offer a
choice of 100 mil standard, 100
mil or 200 mil push-pull, 35mm or
16mm, photographic, or magnetic.
Westrex Standard
Magnetic System
Research, Distribution and Service for the Motion Picture Industry
Westrex Corporation
111 EIGHTH AVENUE, NEW YORK 11, N. Y.
HOLLYWOOD DIVISION: 6601 ROMAINE STREET, HOLLYWOOD 38, CAL.
WESTIIH EliCIIIC
KPOIT
^ cotroiMiON t
BOXOFFICE

'
Let us custom-style
your carpet at no extra charge
inaivtauaiiy coior-styiea to
blerid with the modern decor
of the lobby, aisles, powder
rooms and manager's office oi
the handsome Clyde Theater,:
',
Fort l]'a\nc, Indiana.
Skilled designers at Alexander Smith and Masland will customstyle
a completely new carpet pattern for your theater. Or, you
may pick one of the dozens of handsome patterns in the regular
Alexander Smith-Masland contract carpet line, and they will
color-style it
to blend with your own decorating scheme. Your local
Wi*"'
Alexander Smith-Masland Carpet Contractor will make all arrangements
for you. He will save you money, too, through skillful,
economical installation.
\
Alexander Smith and C. H. Masland
Contract Carpets, 295 Fifth Avenue, Mezv York 16. New York
vSl
^wT
:,"*^'
r«wy7
I
*«»i
^
Pl'v»l>^
1 •x'^e
^*
hi:
1.
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^'ikfl,,. NOVEMBER 24, 1951
TIIEilTy
BUYERS' DIRECTORY and
REFERENCE SECTION
'^^MOIIfiR\
con t n t
Theatre Remodeling—Oklahoma City: The Old Liberty
Takes on New Glamor as the Harber Theatre 12
Are You Planning to Redecorate Your Theatre? Three
Color Charts to Help You
Do the Job Well Hanns R. Teicbert 16
PORTFOLIO OF THEATRE PLANNING
A Portfolio of Theatre Planning 19
"In Tropical Spendor" 20
Facing the Problem—Diagonally 22
A Case for Smartness in Display 24
Out of the Ordinary 26
Frame Your Doorway 27
Elegance in the Lounge 29
All Dressed Up and a Place to Show 30
Beauty Treatments for the Small Theatre 32
What to Do With the Old Wide and Shallow
Auditorium 33
Out Into the Open for New Ideas 34
The Drive-In Question Corner 62
Maintenance Points for Drive-Ins 64
22 Points of Good Drive-ln Operation 67
PROJECTION AND SOUND
Men in Booth Can Project Theatre TV 67-C
Develops a Helpful Idea in Positive Carbon Savers 67-C
When Trouble Strikes in Your Booth Wesley Trout 68
A Veteran of the Flicker Era 72
Ten Maintenance Memos for Projectionists 74
Four Well-Planned Projection Rooms
in Recent Theatres 76
INTERIOR DECORATING
There's a Pattern to Solve Virtually Every Decorating
Problem in Wallpaper ...Cot/ier/'ne Blondirt 78
Today's Theatre Carpets Reflect Changing Taste
in American Homes 80
How to Select and Care for Upholstery 81
fi>-
DESIGN AND CONSTRUCTION
Concrete Construction Saves Steel Joseph N. Bell 35
Modern Theatre Design
Emphasizes Glass E. A. Lundberg 38
Good Design in This Remodeled Facade 41
Balanced Lighting in Theatre Lounge 42
REFRESHMENT SERVICE
A Theatreman's Manual of
Refreshment Service V. L. Wadkins 43
How to Increase Candy Sales Nevin I. Gage 46
Patrons Come to Dinner
at the Tropicaire Kitty Harwood 52
Here Are Seven Reasons for Selling Soft Drinks 58
DRIVE-IN THEATRES
You Can Build a Drive-In Under
NPA Restrictions George M. Petersen 61
MAINTENANCE AND SANITATION
The Theatreman's Encyclopedia of
Floor Maintenance Dave E. Swalley 84
You Can Avoid Fire Losses by
Good Housekeeping Chester Friedman 88
DEPARTMENTS
Planning 19
Design and Construction 35
Refreshment Service 43
Drive-ln Theatres 61
Projection and Sound 67-A
Interior Decorating 78
Maintenance and Sanitation 84
Advertising Index 90
Th^e Key to Better Buying Directory 91
The Modern Theatre Index 117
I. L. THATCHER. Managing Editor HERBERT ROUSH, Sales Manager
The MODERN THEATRE Section of EOXOFFICE is included in the first issue of each month. Editorial or general business correspondence should be addressed to
Associated Publications, 625 Van Brunt Blvd., Kansas City 1, Mo. Eastern Representative: A. I. Stocker. 9 Rockefeller Plaza. New York 20, N. Y.: Central Representative:
Ewing Hutchison and E. E. Yeck, 35 East Wacker Drive, Chicago 1, 111.; Western Representative: Bob Wettstein, 672 South Lafayette Park Place, Los
Angeles 5, Calif.
BOXOFFICE 11

i
THEATRE REMODELING • Oklahoma Cityl
The Old Liberty Takes On New Glamor as the Harber Theatre
OWNER:
Cooper Foundation
ARCHITECT: Boiler and Lusk
is
I HE GLEAMING facadc of the recently remodeled Harber Theatre
composed of glass in aluminum settings, separated by aluminum-covered
steel columns and beams, above entrance doors of Herculite. An illuminated
changeable letter policy board tops the curved plate glass window
of the boxoffice and chartreuse porcelain enamel covers the surface
below and to the side of the window. Pinkish buff ledge rock forms the
base of the boxoffice, the face of the adjoining jewelry store, and the
exterior of the entire north wall of the lobby. Russet porcelain enamel
faced with metal extends from the vertical fin along the entire interior
.south wall of the lobby. The same russet porcelain enamel faces the canopy
ceiling of the vestibule in which are inset 16 lighting units to provide ample
(Continued on page 14)
12

The graceful stairway at the right
leads to the mezzanir\e. A turquoise
wall is the background for the
painted decoration.
Patrons find the concession stand
just inside the Harber's doors.
OmiGIUAL
•
-
FlI^ST - Flooi^ • Plam •mEVISEO
- FimST • FUOOg^- PLAkl-
At lower right is the drab lobby
before remodeling was begun.
Omgiual - Secouo- Flook- Pla>j-
BOXOFFICE
13

REMODELING JOB • Oklahoma City
Above is the Horber auditorium, decorated in medium blue green, with bright red corduroy seats.
The dome ceiling above the orchestra is painted bright red to match the main stage draperies.
Notice the disappearance of loges shown in the "before" picture below.
This is the way the old Liberty auditorium appeared before the modernization was effected.
At left below is the spandrel wall of the old Liberty Theatre. On the right is the new treatment
with full length gray-green draperies which add richness and depth to the wall.

Does your theatre carpet
belong to the hiss-and-hoo era?
BIGELOW
Rugs - Carpets
Remember when films were sUent but
audiences weren't? Cheers, jeers and
shrieks were the order of the day
The theatre business has gone a long
way since then. So has theatre decor.
That's why we suggest you take a
fresh look at your theatre carpet.
Look at it with the appraising eyes of your public.
Does it look like a tired , dowdy hang-over from the
"flicker" days? Is it worn, faded or shabby?
If your theatre carpet lacks the smart good looks that
tell your patrons — here is an attractive, up-to-date establishment—contact
Bigelow's Carpet Counsel, now.
Bigelow's staff of experts will gladly advise you on
colors, patterns and weaves. . .answer any questions
you have. It's their job to help you choose the finest
carpet for your theatre and your budget.
No charge for this service. Just write to Bigelow
Carpet Counsel, at the address below. Your inquiry
will receive prompt attention.
BIGELOW Rugs and Carpets
140 MADISON AVENUE, NEW YORK 16, N. Y.
BOXOFFICE
Beauty you can see . . . quality you can trust . . . since 1825
15

Are You Planning
I
To Redecorate
Your Theatre?
Here Are Three Color ChartsI
To Help You Do the Job Wei
Here ;s o modernization job done with color only. The ceiling ond walls of this foyer in the
Lakeside Theatre, Chicago, III., are painted a warm gray. The entrances to the auditorium
are flamingo red. Decor is in tones of gray, chartreuse and black with accents of white and
flamingo. Observe how the auditorium wall appears like a handsomely decorated free-standing
screen. The effect is highly ornamental and the decor is easy to maintain because of the
kaleidoscopical changes of color, a factor of interest to all theatre owners.
by HANNS R. TEICHERT*
'
Vt E
E HAVE BEEN ASKED many times if
there is not a certain set of rules that can
be apphed to the decor of the theatre—
basic color scheme that can be followed
a simplified approach to the problem. Obviously,
the answer has to be no, for the
simple reason that every theatre is of a
special design—good, bad or indifferent
following either a certain period or the
modern architectural lines. Scale, exposure,
lighting, the name of the theatre,
or even the clientele of the theatre all
have to be considered to design the right
job.
However, in cases of smaller communities
with smaller theatres that are architecturally
not too novel in design, merely
functional design without to much detail;
where shape of auditorium, lobby and foyer
space, are average it is comparatively easy
to decorate correctly by following certain
.specific color schemes. Here, we are confronted
only with the problem of using
colors that blend into a general scheme
that is pleasant to look at, still keeping in
mind a theatrical approach of dynamic
contrasts and a more dramatic effect than
our regular living quarters. The public's
craving for excitement and new, strange
surroundings has to be satisfied in order
to get people to leave their homes.
will. It is the theatre atmosphere.
Great strides have been made by color
magazines, newspapers, and Technicolor to
educate the masses and make them colorconscious.
Color is not only a necessity
today but a demand. The appeal of colorful
surroundings is greater now than ever
and is specially sought after in the entertainment
field.
Individual colors have a special affinity
to certain individuals, and are made even
more appealing in a right combination of
more than one color. Some people like
cool colors, others prefer them hot—but
the right combination of colors appeals to
most people without their being conscious
why, or may even overpower their preference
for certain hues. While some lady
might think of no other color than a light
turquoise blue for her living room walls,
she will admire a magenta red combination
in a theatre; or if she is dead against a
lemon yellow in her home, she will be
thrUled by this taboo color in the right
combination used in the lounge of her
favored theatre. ,.
Wishy-washy color schemes are defin-ifff
itely out of the picture today. Nothing
COLOR SCHEMES FOR FOYER AND STAIR HALLS
The antidote for the television craze is
to add a festive note to the theatre visit,
and to create the desire to be entertained
royally and differently. Not only does the
large screen dwarf the effect of the small
television picture but, also the scale and
decor of the theatre add to the enjoyment
of a moving picture—they do and always
16

is
more irritating than to walk into a theatre,
showing today's vitality on the screen,
which appears pale and dated by the use
of light, nondescript tints. The foUy of
such a scheme reflects, of course, in the
maintenance cost also (which is of interest
every theatre owner)
to
Of course, we do not advocate the use
of bright or deep colors at random just to
have a sensational scheme of decorating,
which creates a bizarre, irritating atmosphere.
Colors should be bright and definite
against a counterbalance of grayed,
lighter shades. It should be remembered
that two complementary shades of color in
the same depth of brilliance, placed against
each other, especially on a large scale, will
always have a cheap, tawdry effect, portraying
definitely bad taste. A sharp, dark
are more useful in a color scheme for motion
picture theatre auditoriums.
To come back to the requested color
combinations considered correct for use in
small theatres it is, of course necessary to
use caution when utilizing the following
tables. It is necessary to keep in mind
whether the floor is covered with soft carpet
or finished in terrazzo or tile, and
whether the lighting is direct or indirect
with hanging fixtures or recessed downlights.
If the room is brightly lighted it is
permissible to use darker color schemes;
if the room is inadequately lighted, a
lighter color scheme might be more advisable.
Acoustical ceilings do not have to
be in light colors. Use casein paint in order
not to injure the acoustical properties of
the material if colored ceilings are desir-
Cbil
I
COLOR SCHEMES FOR AUDITORIUMS
Seats
Dk»
Col*
flltl"

p
On movie sets .
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MOVIES!
In movie houses . .
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• MINIMUM HEAT PER FOOT CANDLE
This "Big 5" offered by the
"National" carbon arc means
movies of highest technical lighting quality. Shadows are
sharp and dramatic. Depth of focus is excellent. Heat on the
actors is at a minimum. And, when you use the "National"
carbon arc in your projection booth, the picture is at its best.
You gain in quality all along the line.
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carbons — order "National"
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Montreal, Toronto. Winnipeg
18 The MODERN THEATRE SECTIO^l!

?r.r

This deep approach to the interior of the theatre is called a "patio-foyer." It is 40 feet from flagstone floor to ceiling. The glass roof is automatically controlled;
at the trace of rain it closes. The free- form mirrors on one wall reflect the native stone and waterfalls of the other. Through the huge doors can
be seen the staircase area, shown in closeup on the next page.
IN
TROPICAL SPLENDOR'
The Lush Caribbean Atmosphere Recreated in Wometco's Carib Theatre
MICHAEL J. DEANGELIS • ARCHITECT
One of the most exciting theatres ere ated in recent years has been opened
by the Wometco circuit in Wliomi. It is the lush Carib Theatre, designed with
an eye for the rich color and tropical splendors of the Caribbean countries,
The movement and drama of the sea has been carried throughout the decothe
flora and fauna of this Central
rative scheme, as has a good deal of
American region. The facade provides a pictorial mop of the Caribbean, and
the roll of the sea is indicated in the v^/ovy lines of the marquee. Inside
Plexiglas birds, fountains and pools an d innumerable plantings, and marine
life designs are used to continue the atmospheric decorations. This is cartreatment
is one of movement. The
ried directly into the auditorium. The
predominant color is sea green. Not w/ithout humor, an octupus design used
at either end of the stage provides a droll touch to the decor.
i
20 The MODERN THEATRE SECTION
i
IJPF
h

1
The
Carib auditoriun, seats 2,077-ma,n floor and balcony. The decorative treatment carries out the atmosphere ol the rolUng sea wh,ch
S
s
wLotedrrwovy //nes of the marquee and the rubber matting in the bo.oH.ce area. Qn the ma.n loor the last seven -- "^ eo.^
all^etasillefor patrons who desire to smake dur.ng the performance. These seats are railed off at the regular a.sles, and are reached mstead
through three special aisles which cut through the center of each of the three regular banks of seats.
ilTiCT
. J J. TL« >-««^ro*o t^tnirrn'ip it'ielf IS QD unusuol engineering och/evemeni as
The Carib patron may reach the mezzanine either by the broad sta.rcase or by escalaor. The """^ f ^^ ^^ ^ , ^ ^J^ ,„bb^
if the mezzanine an effect of "floating into space." The tropical plant.ngs continue the atmosphere created /oooy
gives
BOXOFFICE
21

lOfp
^
FACING THE PROBLEM-DIAGONALLY fT
When Architect S. W. Bihr of Fox Midwest Amusement Co. began to search for a material
with which to create a novel front for the circuit's new theatre in Winfield,
Kas.— and which could be used rather economically— he picked what the building
trade knows as Q-decking, a roofing material. This sheeting comes in three-foot
Wl^^
m
strips, and is easily applied over any surfacing. In this case it went over a brick
wall, and was applied diagonally instead of vertically, as is usually the cose when
used as a facing. The sheeting was given a coating of maroon automobile enamel.
When light strikes the high gloss enamel on the ridges, the diagonal lines give the
effect shown in the picture below. A cut stone border is used for on edging. The
trim on the lower half of the building is known as Silverdole, a native ledgestone
which is found in abundance in the region. The flagpole and interesting brackets
were cast in
aluminum especially for the theatre.
The stone character of the exterior of the house was carried on throunh the inside.
Native stone was
used for several planters such as the one shown here.
The side wall of Roman brick was left unfinished.
'1^
^

How to Win Friends and Influence a Community
When the Martin & Thompson circuit decided to build a new theatre in McRoe, Go., the
planners figured that perhaps nothing would please the hometown folk more than using
the McRae plaid in the decorative scheme. Considerable research was undertaken m
Scotland to determine the authentic pattern and colors of the McRae clan; then the design
and colors were transferred to this unique theatre decoration. Needless to add,
the McRae residents were impressed with the special interest shown in their community.
BOXOFFICE
23

iu
A CASE FOR SMARTNESS IN DISPLAY (R
There's Variety and Good Styling in the Way
Miami's Paramount Is Mounting Its Displays
The newly remodeled Paramount Theatr
in Miami offers an example of how a
exhibitor con obtain variety in the stylin
of his dispay cases in order to provid
eye-catching appeal— and yet achieve the
variety without sacrificing a sense of un,
formity in overall planning. Generally
the material used for the display case
has been white oak, but for a singi
splash of the baroque, moulded plcste
has been used for a grouping of cose
to lend an air of splendor against
marble wall. The Paramount is operate
by Florida State Theatres. Although it i
one of the town's oldest houses, it nov
has a contemporary look, thanks to th
This splashy display is in the outer lobby. The smartly designed decorative frame is recessed
in the marble wall. Live plantings lend a tropical touch.
complete redo job from marquee ti
screen.
flewl
STONE LENDS A PLEASANT TOUCH
Use of stone for plantings in theatres has become popular. Below, at the Stat'
Theatre, St. Petersburg, a drinking fountain area is made attractive by adding i
planting wall. Left, at the Watts Theatre, Osage, Iowa, a stone box not only offer
room for plantings but conceals the base of a ceiling-to-floor mirror.
<
24 The MODERN THEATRE SECTION

,
An
informal setting is on the mezzanine; an easel
The cases here, too, provide a background lor a conversation group. The baroque molded
effect has been given to the display, with a fluorescent
plaster frames were almost a necessity, to lend elegance to the rich marble wall. The chairs arc
'"WOOmik-
I
tube for lighting.
upholstered in
yellow and green plastic.
omple of
1.
This giant display is at the back of the lobby, set between the doors leading to the auditorium.
The wall is built of brown ash verticals. The display is lighted from below, and the
marble base is lined with potted tropical plants.
For variation, the display case adjacent to the
refreshment stand is made of stained white oak
with overhead fluorescent lighting.
THE
USE OF LEATHER CAN PROVIDE SOME ELEGANT EFFECTS
In the remodeling of the old Karlton Theatre into
the new Midtown in Philadelphia, leather and leatherette
was extensively used for wall treatments and decorative
touches. Below is the ladies' powder room, showing how
leatherette squares were used effectively for wall
covering.
Simulated leather padding is used to upholster these doors
leading into the foyer of the Midtown Theatre. Smart accenting is
provided by the contrasting square panels set into these doors.
Traffic is controlled by the use of handles on only one set of doors.
Mirrored in the gloss panel above, the doors are the heat and air
BOXOFFICE 25

IL
OUT OF THE ORDINARY
:'
.•«^S:^.t. ; -C&V**?!* ;
. J^iftl'
For those exhibitors who are looking for ideas that are different, here ore three
worth examining. Directly below is the circular foyer of the Odeon Theatre in
Ottawa, Canada, which illustrates how a beautifully patterned terrazzo floor
can create a smart decor for a large public area. Easy to clean, too. At the
right is a Pennsylvania Dutch design of inlaid Formica used as a decorative wall
for a water fountain. It is in the King Theatre, Lancaster, Pa. Formica is a material
which can be worked out in many colors and patterns for theatre decoration
purposes.
too
10!
Doc
if
11)1(1
lioli
plgnl:
CHINESE
PAGODA MOTIF
The Music Hall in Seattle is a lush house,
with good deal of ornament in its decorative
scheme. Hence, when a new refreshment
service area was developed, it
naturally was required that the styling
be kept in the general atmosphere of the
theatre. The planners selected this modified
Chinese Pagoda pattern. The open
framework was all that was required to
create the effect. The counters and display
cases are in the accepted refreshment
service style, but the extra imagination
which went into the "canopy" gives
it that additional touch of class.
14
1
26
The
MODERN THEATRE SECTION
'HFF

I
FRAME YOUR DOORWAY
You Can Add a Lot of Class
to an Exit by Trimming the
Doors With Smart Molding
The designers of the Garmar Theatre, Montebello, Calif.,
adopted the popular shadow-box treatment in framing this
doorway. This styling has been used frequently for the smartly
styled display case, but its adaptation as a molding with which
to frame an entranceway is a somewhat recent innovation for
theatres. A fresh touch has been added by placing potted
plants at each side of the doorway, an inexpensive but effective
way of adding nature's beauties to theatre decor.
THEME .
. .
and VARIATIONS
Here ore three treatments of a basic
styling, in which a pair of doors is framed
by wide picture-frame type moulding. The
simple treatment, at the left, is in the Fox
Theatre in Fort Madison, Iowa. This same
general styling is followed for the two
doorways in the lower pictures, not only
for framing the doors themselves but also
for the glass squares in the doors. Lower
left shows how this motif was carried
through at the Paramount Theatre,
Miami, and the lower right at the Fox
Theare in Winfield, Kos.
BOXOFFICE 27

I
ILi.
lllii
jfKOJI
«tU
til (Oil
ffi»t
IlliW
One of the year's luxury theatres is the Terrace, built by the Volk Brothers in suburban Minneapolis. The sunken lounge shown here is a high
spot in patron comfort. In the background is the foyer. The usual standee area has been eliminated to provide the more commodious lounge features.
iiliiliih
(rtd
There is a quiet and reserved elegance to this lounge area in the Park Avenue Theatre in New York. The decorators have striven to create an atmosphere
of dignity through the use of the open and delicately-wrought staircase rail, the reserved wall mural and charm of the love seats.
(IB(
sl|liig
X.
28 The MODERN THEATRE SECTION
:iOF

Elegance
in
the
Lounge
HttllltlC
More than ever, exhibitors are
paying special attention to the
details of patron comfort which
make the motion picture theatre a
more informal meeting place.
While there remains the same flair
for smart decor, the theatreman
is
recognizing that there is
more to exhibition than getting
the patron in and out of the house.
He now seeks to create an atmosphere
of leisure and comfort, and
one which suggests an invitation
to linger for a while. Today's
furnishings seldom are formal in
styling. More often than not the
exhibitor has taken a leaf out of the
home-furnishing notebook and
created conversation groups, taking
advantage not only of the
lounge area to place these informal
groupings, but the little nook and
corner which normally was left
barren of any touch of interior
styling.
When the Frisina circuit decided to remodel the Roxy Theatre in Springfield, III
an old vaudeville house which was first redone for motion pictures in /927, (he
theatre was changed from boxoffice to screen. A highlight of the remodeled house
is the mezzanine lounge, shown here. The pattern of the carpeting was carried
through in the fabrics of the couches as well as in the wall decoration
ELEGANCE IN THE INFORMAL MANNER
uBOXOFFICE
There is complete informality in the Holiday Theatre, built as port of a new
suburban shopping center in Park Forest, near Chicago, by the H&E Balaban
circuit.
As the interior decorator, Leoh Fink, says: "We retained texture of
the building materials used, such as brick, finished brick and cinder blocks
to achieve a feeling of nonchalant elegance." Chairs, tables and lamps
ore all in grayish-brown tones of an oak used in the framing around the
boxoffice. Red and black tweed fabric used on the main upholstered pieces
is contrasted with the gray matting used on pull-up chairs. Throughout
there is a resort lodge atmosphere, keynoted by the living room type lobby
and its modern fireplace— visible to the shopping area which lies outside
the expansive picture wndow.
29

1
In designing the auditorium of the Odeon Theatre in Ottawa, architects introduced a dignified luxury. The design of the stage drapes and curtains
which extend into the house at either side, and replace the proscenium arch, provide an air of spaciousness. The color scheme is green,
gold and red. Damask is used for the main draw in flame color, with side legs and teasers of green and gold.
ALL DRESSED UP AND A PLACE TO SHOW
e lldlK,
xnillt
The Way in Which You
Frame the Picture Plays an
Important Role in the Success
of Your Theatre
There is dramatic sweep to this treatment of the
stage area in the Palace Theatre, Tampa, Flo. The
curved contour curtain is 135 feet in width. The
curtain is a dusty rose satin. To match this ore
masking legs and borders of aqua sunrise brocade
and a screen curtain of eggshell sunrise brocade.
It is an elegant setting for the showing of films.
30
The
MODERN THEATRE SECTION

There are many ways of giving the
stage area that well-groomed look
At the Gateway Theatre in Fort Lauderdale, Fla.,
the dramatic portion of the stage decor is
the mural of tropical foliage on the eggshell
satin screen curtain. Special dyes were used for
the customed design. Here the aqua contour curtain
quietly harmonizes with the palm-green
masking legs and borders. In this styling, the
curtain forms its own valance and cascades as
it is raised by a series of cables. Curtain move
ments are handled by remote control from the
projection booth.
In the suburban shopping center near Takoma
Park, Md., the Sidney Lust circuit opened the
Allen Theatre, earlier this year. The seating
in the auditorium is so arranged that chair
colors are alternated. Thus, half have red seats
and green backs and half have green seats and
red backs. Covering the walls is a burgundy
damask with gold designs, while the plaster
wainscoting is maroon. The main curtain is in
a wine color and the unusual screen curtain has
wide vertical stripes of contrasting hues, somewhat
of a novelty in itself.
A Way to Cover An Old Wall
When William Goldman decided to remodel Philadelphia's
Karlton Theatre and reopen it as the Midtown, he introduced
many novel treatments of wall areas. In the auditorium,
the old walls were covered with a four-inch layer
of fireproof rock wool over which was placed robin's egg
blue velour with moulding in rope design. The largescaled
modern designs on the walls provided a varicolored,
soft and restful illumination to augment the
louvered recessed ceiling luminaires which flood the theatre
with light between shows.
BOXOFFICE 31

\
'
iA
* iiuiicstfili
THEATRE IT"
A simple marquee, orderly display areas and a ghssblock boxoffice helped transform the old Billings Theatre, Billings, Okla., into the attractive Roxy.
BEAUTY
TREATMENTS
FOR THE SMALL THEATRE
Repeatedly through recent years, exhibitors in the smaller
situations have discovered that there's nothing like a facelifting
job to give business a lift. Even in these days of material
restrictions, it is possible to carry out some very effective
remodeling. The Dickinson circuit, for example, uses glass bocks
effectively in its redo jobs, as is show/n in the Ozark and Belasco
theatres. This midwest circuit carries on a continuous remodeling
program in its more than 45 theatres. The technique
used in the Ozark places fluorescent lighting behind the glassblocks,
which brightens up the entire front. Neon tubing is
used extensively on the marquee. The Roxy Theatre, shown
above, was renamed by the owner, Edwin Folk sr. of Billings,
Okie., when he acquired the Billings Theatre several years ago.
The remodeling of the front, which was part of on overall project,
was not too expensive an undertaking— but, says Folk, the
expenditure certainly has paid off in improved business.
The Ozark and Belasco theatres of the Dickinson circuit were given a
simple modern look by extensive use of glossbricks. This treatment not only
provided additional light to the interior of the lounge and office areas of
the theatre, but the fluorescent lighting placed behind the glass gives the
houses a lively wideoviake look at night. Use of the glassblocks also has its
daytime advantages as it gives the interior helpful natural light.
32
The
MODERN THEATRE SECTION

WHAT TO DO WITH THE OLD WIDE AND SHALLOW AUDITORIUM
Here is one solution to the wide and shallow auditorium,
designed for the days of vaudeville and stage shows. Architect
Dietz Lusk jr. has redesigned the floor plan, as shown
below, not only to provide 250 more seats, but to utilize
the front of the building for greater lounge and concessions
area. Fifteen rows of first floor seats thus become
21 rows of comfort seating by eliminating the deep stage.
In redoing the front, it is proposed to eliminate two lowincome
producing shops to provide a comfortable lounge,
larger restrooms and an attractive confections stand.
ijMHr^Lr^
PlSESEMT- FlF-ST- FlOOIi,- Pl&U- Pp-.opose.d- Fiivst- Floop-,- Planj-
BOXOFFICE 33

Out Into the
Open for
New Ideas
Some of the most ingenious ideas in showmanship,
patron comfort and efficient
operation are being introduced into exhibition
by the operators of drive-in theatres.
At the Cowtown Drive-ln, in Fort
Worth, for example, there is a master control
board in the refreshment service building
which permits patrons to call for service
by merely pushing a button attached to
the in-cor speaker. A huge diagram of the
ramp area has small bulbs representing
the speakers. When several of the bulbs
light up, a ramp boy answers. At the Starlite
Drive-In near Maryville, Mo., the
western motif is used to create atmosphere.
The log building used for refreshment service
is called the chuck house. The ramp girls
are dressed in western garb, and many of
the attendants are dressed as cowboys.
At the Centralia Drive-ln at Centralia, III.,
special attention has been given to the
playground area, as the bottom photo
shows. Attractive cutouts, some novel designs
for the play apparatus, and imaginative
use of paint gives special appeal to
the small fry.
Master control board for refreshn^ent service at the Cowtown Drive-ln,
Fort Worth. Patrons summon ramp boy by pushing button on speaker post.
-I
fm-
'
Western garb and a loi cabin refreshment building lend a showy
atmosphere to the Starlite Drive-ln Theatre at Maryville, Mo.
^
01)^
KOj) lU \
Mr^ES-
IHHHHi
I
An example of how the imaginative touch can make a play area especially attractive for youngsters. It is located at the Centralia Drive In at Centralia, //.
34 The MODERN THEATRE SECTIOI

F\
DESIGN
AND CONSTRUCTION
The Bexlcy Theatre in Columbui, Ohio,
was built before World War II of light
weight coricrcte masonry to which light
colored stucco was applied Concrete mo
ionry walls can be given scores 0/ treatments
Recent trend /$ (0 accentuate horizontal
lines by tooling horizontal joints
and striking vertical joints flush, then
finishing direct with porilond cement
paints in desired colors
CONCRETE CONSTRUCTION SAVES STEEL
Exhibitors Hoping to Build During the Emergency Would Do Well
To Consider Proved Uses of Structural
Concrete
by JOSEPH N.
BELL*
roR THE SECOND time in less than a
decade, prospective theatre owners are
faced with the problem of constructing a
relatively large, firesafe building with a
minimum of steel.
But while the situation today is simUar
to that of the early '40s, there is one noteworthy
difference. There was little precedent
to the shortages of the '40s. The problem
was new to architects, engineers, contractors
and prospective owners alike. Today,
all have the experience of the recent
past to guide them.
As is so often true, the necessities of the
past emergency acted as a stimulus not
only to invention but to the more rapid
development of existing processes and to
the refinement and improvement of basic
procedures. The answers to most building
problems during and Immediately after
World War 11 came not from startling new
inventions but from active application of
already proven but oftentimes little-used
processes. Savings were made not by developing
new buildinfr materials, but
through wiser and more economical use of
existing materials and through development
of faster and far better ways of doing
more or less commonplace things.
American architects, engineers and contractors
put to work a fund of knowledge
'Portland
Cement Ass'n
many years old; they employed "outmoded"
but still effective processes; they more
readily accepted new ideas from this country
and abroad, and they gave more
thought to savings through careful design.
What does this mean to prospective theatre
owners?
Over a period of time, answers to many
building problems were devised and valuable
data accumulated. In view of current
restrictions, these may prove invaluable
to prospective theatre owners in the
months—or years—ahead.
VORE VERSATILE USE OF CONCRETE
One of the first and most obvious solutions
to suggest itself in the steel shortage
of the '40s was an even wider and more
versatile use of concrete and concrete masonry.
Strong, durable and firesafe, reinforced
concrete is not only ideally suited for all
structural purposes but can be formed into
virtually any shape or form desired by the
architect. This fact—the fact that it can
be used for decorative as weU as structural
purposes—means that real savings can be
effected in critical materials often used for
ornamentation. Some of America's most
intricate and beautiful buildings are architectural
concrete, and the variety of effects
obtainable are limited only by the
imagination and skill of the designer and
builder. This is important, for it means
that a theatre constructed during a shortage
of critical materials need not be drab
or makeshift. In the hands of a competent
architect and contractor, architectural concrete
can assure that the building will not
only be durable and low in maintenance
'Continued on following page)
Interior walls of the Michigan Theatre, Saginaw,
Mich., are exposed concrete masonry set in an attractive
pattern. Light-weight concrete masonrf
units like these absorb up to 50 per cent of the
noise in a room. Patterns may be painted directly
on the walls to eliminate ornamentation using scarce
or restricted materials.
BOXOTFICE 35

36 The MODERN THEATRE SECTIO^
U
Stimulate
Attendance in
FREE
^^renidA
Midweek
Theatres!
Yes sir, Mr. Theatre Owner! Giv,e FREE
HAWAIIAN VANDA ORCHIDS and your midweek
returns will look like your weekend returns
. . . and we've got letters to prove it! Here's
just one example from a theatre owner in Colorado
— ". . . the two evenings I gave orchids
away were outstanding attendance nights for midweek,
and after paying for them, I had a nice
profit above the cost of feature, advertising, etc.
. . . anv theatre that hasn't had an Orchid Night
is missing a chance to do extra business, and gain
some wonderful good will." So try this testedand-proven-successful
method of promoting your
mid-week theatre attendance!
For opening night . . . special picture promotions
. . . jamily night . . or any special event,
.
too.
(
m
For Full Details on How to Stage Your
Hawaiian Vanda Orchid Promotion
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explaining what you need.
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CONCRETE SAVES STEEL
Continued from preceding
page
cost, but that it will be attractive and retain
its beauty for many years to come.
However, when the total amount of steel
permissible for building construction is
severely curtailed, even the smaller amount
used in conventional reinforced concrete
many at times be excessive. The problem
then becomes one of reducing the amount
of reinforcement needed without materially
reducing the strength or increasing
costs.
'NEW TYPE 0? ROOF CONSTRUCTION
The two portions of a theatre which require
the greatest amount of steel reinforcement
per square foot of area are
usually the roof (and its supporting beams,
if any) and the balcony. The balcony of
a theatre can be eliminated if necessary:
but unless the theatre is a drive-in, the
roof definitely cannot. It presents a problem
in how to save steel without violating
building codes or fire regulations.
One practical solution which found its
first great use in this country during the
last emergency is thin-shell roof construction.
Strong and eminently practical for
spanning large interior areas, reinforced
concrete thin-shell roofs are usually less
than 31/2 inches in average thickness and
require a minimum of reinforcing steel.
For theatres, where a large unobstructed
ground floor area is almost a must and
firesafety is a vital requirement, thin-shell
roofs are literally a "tailor-made" answer.
PRINCIPLE IS EASILY DEMONSTRATED
Without wandering too far into engineering
mysteries, the steel-saving principle of
strength in a thin-shell roof can be easily
and interestingly demonstrated. Tear a
sheet from a small memo pad or select a
playing card from a deck. Now hold the
sheet or card in a flat position by slight
clamping pressure along one of its short
edges, and place a coin on its surface. It
will collapse beneath the weight. But if
the same card or piece of paper is curved
upwards into an arch and held in this
curve by pressure of the fingers, it will
support the coin and perhaps additional
ones as well. The thickness of the card or
paper has not been increased, nor has it
been reinforced by other materials. Its
shape and the method in which it is supported
have been changed, and these make
the difference in its load-carrying capacity.
When the card or paper is held flat, the
weight of the coin is resisted by bending
forces only. When arched, the weight is
resisted by thrusts acting downward over
the curve formed by the shell and outward
against the fingers supporting and maintaining
the curve. The load stresses are
distributed.
The principle of strength of a domeshaped,
thin-shell roof is illustrated by a
table tennis ball, a remarkably tough and
strong object for its thinness and weight.
Half of a table tennis ball supported I'
tween two books wiU carry weights ma
times those it would be capable of suppoiing
if flattened and placed over the saiarea.
The reason is its curved, thrc
dimensional shape. Every portion of ,
dome where a load may be placed is elas t
cally supported by the portions surround!
it, and these surrounding portions provi
forces to resist the load.
Just what does all this mean to a pre
pective theatre owner? As pointed out b
This photograph shows the concrete masonry ce
struction of the Bexley Theatre, shown also
page 35, before the application of light-color
stucco. Use of exposed concrete masonry is
method of conserving critical materials.
fore, a theatre roof must usually span lar
interior spaces unsupported by colum:
which block visibility. A flat roof like tl
sheet of paper, card, or flattened tab
tennis ball, is not capable of supporting
heavy load over large interior areas witl
out beam support and or a substanti
amount of reinforcement. But when archi
or built in dome shape, a concrete roof
remarkable thinness . . . much thinn
than is normally possible in a flat ro
. . . can safely span long distances wii
a relatively small amount of reinforC'
ment.
Naturally the smaller the amount •' |
reinforcement needed, the less steel coi '
sumed.
Prior to World War II, thin-shell roc'
had been in use for some years in Euro] ;
and South America, and a few had bee'
;
constructed in this country. But it was ni
until World War II
that this type of cor
struction found any appreciable measure i
use in North America. Its popularity hi
grown for gymnasiums, auditoriums, ai:
craft hangars, and other buildings when
a large clear ground floor area is neede If
Its use for theatres should be stimulate I
by current steel restrictions, and its popi
larity should increase even more rapid
as more architects become familiar wit
its
potentialities.
PRESTRESSED CONCRETE
Another steel-saving method of reii
forced concrete construction, and one i
the most talked about developments in ei
gineering circles today, is prestressed cor
Crete.
In prestressed concrete, the reinfora

I tonnage
I
member
:
Crete.
'
I
I tensile
I
I The
,L ment—usually high-tensile strength steel
°, *
^'
I wires— is stretched so as to place the con-
Crete in compression. This enables the cono
' Crete to eliminate or better withstand the
f
stresses to which it is subjected
f
,*'
""^i I WIRE
'"');
*'*!
1
under heavy loads.
REDUCES STEEL TONNAGE
amount of wire used as reinforcement
In prestressed concrete is only a frac-
I tlon — usually about one-fourth — of the
of steel reinforcing bars needed
for a corresponding structure or structural
of conventional reinforced con-
While the unit cost of the steel wire
is higher than that of bars, the amount
and weight used is considerably less, so
I
that in the long run, materials costs are
usually less for prestressed concrete. The
most important features of prestressed concrete
are that it breaks down previous
limitations on the spans and loads for
which a concrete structure can be economically
designed, and that the concrete
is made free from tension and from cracking.
Also, of great importance today, is
the fact that there is
the weight of
steel required.
Prestressed concrete, like
actually a saving in
thin-shell roof
construction, has found its greatest use in
England and on the European continent.
Wartime and postwar materials shortages
made its use practical for rebuilding and
restoration work and for new construction.
While prestressing techniques had
been used in this country in construction
of circular tanks and pipe, it was not until
the start of the Walnut Lane Bridge in
Philadelphia In late 1949 that prestressed
concrete was used for other types of structures.
Since that time, interest has pyramided
among American engineers. More is
being learned about prestressing practices
and procedures, and it is almost certain
that it will find increasingly wide application
in this country in the coming years.
METHODS THOROUGHLY PROVED
Both thin-shell roof construction and
prestressed concrete are thoroughly proved
methods of construction. Both save steel;
both require less concrete than conventional
reinforced concrete: both are eminently
practical for theatre construction.
An excellent example of how steel can
be saved through use of these types of construction
is a hangar at Karachi, Pakistan.
Not unlike a theatre, the hangar required
a large unobstructed ground floor area,
and in addition an unusually wide door
opening for the admission of large planes.
The roof was built of barrel shells of concrete
only two and one-half inches thick,
utilizing much less steel than would normally
have been required. The prestressed
concrete girders over the hangar doors
were called upon to span openings 200 feet
wide, and required 10 tons of steel each.
But if steel girders of the same span and
depth had been used, it was estimated that
they would have weighed as much as 100
tons each ... or fen times as much! Thus
in the two girders alone there was an
estimated saving of ninety per cent in steel.
In addition to these two methods of
construction, there are several general
ways in which steel can be saved, more or
less common sense ideas that will occur to
most architects. They may not .seem
dramatic, but this does not detract from
I heir effectiveness.
A few steel-saving suggestions include:
elimination of wasteful overdesign in walls,
columns, beams and floor slabs: reduction
of roof and floor span lengths where
possible: greater use of arches: use of concrete
masonry for bearing walls as well as
for "back up" and interior partitions: Increasing
the strength of the concrete to
reduce the amount of compressive reinforcement
needed: use of control joints to
reduce wall reinforcement, and the use of
plain concrete wherever possible, such as
in footings and below surface construction
where mass concrete sections may often
be used to eliminate all steel.
GOOD DESIGN CAN SAVE STEEL
Sometimes ways of saving steel are
readily apparent. For example, in World
War 11 the beforementioned methods and
similar procedures were used in the redesign
of five military warehouses from
steel frame to reinforced concrete, and
resulted in a net saving of 67 per cent of
the tonnage required in the all-steel design.
Such large savings as this cannot usually
be hoped for in the construction of the
average theatre, where a goodly amount of
concrete is normally employed. But substantial
savings can be made through good
design and through careful attention to
small as well as large items. No saving,
regardless of how inconsequential it may
seem at the time, should be overlooked.
Nor should an idea be discarded as not
worthy of redesign until every portion of
the theatre has been carefully checked.
The difference between a completed
structure and one never started may lie in
overlooking the obvious or in discounting
as "new fangled" procedures and methods
which have been thoroughly proved.
NPA Building Restrictions
Apply to
Used Materials
Exhibitors who plan to build new theatres
and have been able to secure used
materials must still comply with NPA restrictions.
Steel and copper which may have been
secured from razed buildings must be
counted as a part of the allowable quantities
permitted under NPA Order M4-A,
namely, two tons of carbon steel and 200
pounds of copper.
This recent order removed the cost
ceiling for new theatre construction which
is now limited only by the amount of restricted
materials used.
Brick masonry is one of the most common
constructions used for permanent exterior
walls. It provides enduring and
sturdy structural elements.
A Model For Every Type
and Size of Operation
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Theatres, Amusement
Parks, Fairs,
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^
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register for smaller
theatres
"TRIGGER ACTION"
AUTOMATICKET
the world's outstanding
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43-01 Twenty-Second Street
Long Island City 1, N. Y.
1018 South Wobash Avenue
Chicago 5, Illinois
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Hollywood 38, Calif.
BOXOFFICE 37

.

impulse pfctrons steady oustomers of the
theatre.
FIVE POINTS OF GOOD DESIGN
The first step in practical modernization
is to get an advanced design— a functional
plan by an architect who has a
thorough knowledge of and experience In
theatre modernization and who has fully
considered the "five points of good design"
in his planning.
These are display, identification, entrance,
setting and overall attraction:
1. DISPLAY
Display has now rightfully cofie into its
own as the primary requisite of good theatre
design. To the operator, display governs his
success in getting, pleasing and holding patrons.
A'l other elements lend themselves toward
display, too.
2. IDENTIFICATION
Nothing is more valuable as a merchandising
asset than a good name. Just as important
is to identify that good name with the
establishment and the attractions it has to
offer. Arrangement and placement of the
name is a serious consideration. The identification
of the theatre by its signs is very important.
Signs should be of good proportion, not
garish ond yet not exceedingly small. They
should be decorative as well as convey a
message and should serve as an integral part
of the theatre.
3. ENTRANCE
The entrance should unobtrusively guide patrons
from the street to the interior. It
should suggest a word of welcome and have
on inviting effect, if such is possible. The combination
of the entrance, walls and the disp'ays
which separate the theatre front from
the lobby should not be separating devices but
rather a means of protection from the elements
and a means of enclosure at night.
4. SETTING
Framing of the exterior to best enhance
and harmonize with the interior, includes the
piers, lintel and bulkhead. There is no distinct
demarcation indicating where tha theatre
front ends and the interior begins because
both are parts of the component whole. A
whole which can reflect personality, quality,
comfort,
character and aggressiveness.
5. OVERALL ATTRACTION
The test of the preceding good design points
comes in the final requirement—overall attraction.
This includes proper lighting, color
selection, comfort facilities, and the general
finishing touches needed to create a pleasing
atmosphere. Attraction should be directed
toward the fancies of the person desired as a
patron. Color can aid in directing traffic flow
OS also can lighting and display arrangement.
Color, however, should be carefu'ly selected
so OS to feature the display facilities rather
than to divert attention unless for directing
traffic. The colors in the majority of instances
should be light in value such as pastel shades
with some dark accents, because with open
vision to the lobby a bright interior will do
much to eliminate outside glass reflection. An
interesting finding about color is that it is not
particular color which we find pleasing but
rather their association one with the other.
The same is true when plain surfaces are
combined with decoration and accents because
they make better compositions. The lighting
of these colored surfaces and materials is
extremely important since it can make them
either vivid or dull.
An unusual
marquee
of Pittco storefront
metal molding is featured
by the Martin
Theatre,
Bainbridge,
Ga. Carrara structural
glass and glass
block enhance this
striking
exterior
Rufus B. Bland was
the architect.
Speaking of both the exterior and interior
of the theatre from a general point
of view, we find from past experience that
change must be considered. Therefore, the
importance of having a plan which is flexible
Is obvious. I am sure that you will
all agree that change is not only good for
the morale of the patron but also for the
staff and that a better job can be done in
promoting the house if good morale is
maintained. Many merchants and display
men find that more flexibility and ease of
change can be had with an "open vision"
type of front because practically any type
of display arrangement can be used. Also,
the entire lobby may be screened off if
so desired without .structurally affecting
the building. Or, it may be partially
screened depending upon what effect is
wished to be created. Variations in plan
for special attractions is a part of this
flexibUity and though used to some extent
at present will be given more consideration
in the future. Also, with a flexible plan,
aisle spaces can be made wider to accom-
(Continued on page 40)
The sandblasted design on these interior glass doors at the Paramount Theatre. Chester, N. Y.. creates
on interesting decoratiye effect, ixterior doors to the street are also of glass, permitting a "see through"
view from the outside of the theatre. The architect was M. J. DeAngelis
BOXOFFICE 39

DESIGN AND CONSTRUCTION
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Send for illustrated brochure a complete
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1515 Olympic Blvd. Montebello, Calif.
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For
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BOXOFFICE
Engraved by
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to your
specificationi.
LAMOLITE
ILLUMINATED PRICE ADMISSION SIGNS
Our enlorged plant facilities assure
OVERNIGHT service from coast to coast.
Plastic Signs Engraved ior the Entire Theatre
Send lor Folder *Pat pend
Edgar S.
Bowman
682 Sixth Atcbu* N«w YoHc 10. N. Y.
An "open vision" front that combines glass with Pittco storefront metal lends overall attraction to thi'
Savannah Theatre, Savannah, Ga. Architects were Robert E. Collins and Carl 5. Helfrich.
f
DESIGN EMPHASIZES GLASS
Continued from page 39
modate a greater flow of traffic at various
periods should such be necessary.
No hard and fast rules can be given for
remodeling a theatre to make it conform
to the best thinking on full-vision pointof-purchase
merchandising. Some chain
operators have set up their own theatre
planning and design departments to provide
the most effective design for their
outlets. Even in these, the individual unit
is given special treatment according to
architectural structure, harmony with adjacent
buildings, volume of business anticipated,
geographical location, customer traffic,
etc.
When you decide to modernize consult
your architect and with him establish your
plan. Then consider exterior and interior
design. Arrange your modernization program
so that it may be carried through to
completion at one time. This is important,
even though on a limited budget, because
you will then have modernized in the shortest
time possible and the necessity of operating
at handicaps periodically Is eliminated.
You also gain the benefit of the entire
effect of your modernization immediately
and will enjoy the additional patron'
age from the very beginning. This completi
modernization also allows for all of yomi
equipment and materials to be installed ii|i
their proper sequence, without makeshift)
j
in construction, to allow for changes aj
later
dates.
A Good Foundation
A Building Essential
A building is no better than its
foundation and footings. A good foundation
and footings will last the expecte<
life of a building.
Faulty downspouts and roof
Is
drain sew'
ers will cause excess saturation of eartl
under and around the footings and foun-,
dations, thus causing settling and crack'j
ing which will weaken any building. Ij
is
a costly major repair to correct a condl-:;
tion of this kind. Many buildings haTi'
drain tile at or near the footing level, ano
although they were installed to keep th«
foundation and basements dry, they wlloften
clog with soil and form a storagt
pocket for moisture if defective drain:
are permitted to exist. Top surface grad-.
ing from the building helps to prevent excess
moisture at the building line.
^1
BLACKLITE" MURALS
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Available for all sections of the United States and Canada
BRINKER BLACKLITE STUDIOS )f M COFFEYVILLE, KANSAS
An offiiiotc of Brinker Neon, tor 23 yeors the Southwcst's leodino marquee and attraction sign
producer.
40 The MODERN THEATRE SECTIOrB'JUof
j

lo*
Good Design in This Remodeled Facade
(^UtVCSC^^f^^CH^^Hl,^
In the remodeling of this Canadian theatre the entrance was moved from a center location to the
corner, permitting an extension of the lobby almost to the sidey/alk. Lobby-length glass doors permit a
view of the interior from the street. The V-shaped marquee has plenty of room for the program copy,
and attracts the eye with a bottom tier of flashing lights. The upper front of the old building was modernized
by simply plastering over the former lines.
udtA cut
ONAN EMERGENCY
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You are protected against power interruption or
restrictions on your use of electricity with an
Onan Standby Plant. In case of power failure the
Onan Plant takes over the entire power load
within seconds automatically, and the show goes
on. When power use is curtailed, just switch to
your Onan Plant for all the current you need.
Low in cost, simple to install. Ruggedly built
and dependable. 1,000 to 35,000 watts A.C.
D. W. ONAN & SONS INC.
7395 Royalston Ave.. Minneapolis 5, Minn
TOtCte^ 'pUcien,
f^ti OUTSTANDING EXAMPLE Of What
can be done to revamp the front appearance
of a small theatre is shown in renovations
recently completed for the Mayfair
Theatre, a small neighborhood house
in west Toronto, Ontario.
Once before, some years ago. the Mayfair
underwent extensive interior refurnishing.
However this time emphasis was
placed upon "face lifting" the theatre's
dull, unattractive front. The result has
been that an outmoded and somewhat
Spanish architecture has been replaced
by an entrance which would do credit to
a larger and more recently completed
theatre.
Upper part of the theatre's front has
been cleverly camouflaged simply by replastering
over the older lines. The new
marquee, coupled with a bottom tier of
flashing lights, naturally distracts the eye
from the replastered portion. The V-
shape marquee itself extends out over the
street above the new entrance, which was
moved from its center location to a corner
position formerly occupied by a small adjoining
shop.
This arrangement has permitted the
lobby to be extended practically to the
sidewalk, thus giving it a greater spaciousness.
A full view of the lobby and its
activities is given to those passing by on
the street by a lobby-length glass front.
This view includes the newly installed
candy bar, which extends the width of the
center aisle. Pull-drapes can close this
view when the theatre is closed.
Sidewall motifs have been simplified,
Interior refurnishing Included new seat
upholstering, carpeting and stage draperies.
and ornamental ceiling fixtures replaced
by the newest reflector-type of lighting.
The Mayfair is owned by the Twentieth
Century circuit. Upon reopening in November,
the theatre joined three other
neighborhood theatres and one downtown
house in playing first-run features of a
high quality.
Above is the Mayfair before remodelinn. Comparison
with the upper picture will show how the outmoded
architectural style was given a "face lifting."
NOTE
exclusive
storage
box and
top tray,
both
easily
removed.
The
Modern Streamlined
COIN
CHANGER
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users— banks, saving- loan,
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200
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'Hill
BOXOFFICE 41

DESIGN AND CONSTRUCTION
Balanced Lighting in Theatre Lounge
FALL
and
WINTER
WEIGHT
Creators of
Distinctive
Uniforms
for
Every
Purpose
Write for
full
information
Samples
and
illustrations
will follow.
Ata/uu^'^u^efv^HC'
Our 8Ut Year.
Harold J. D'Ancona, Pres.
Dept. B, 625 S. State St., Chicago S, III.
Television lighting techniques, providing a small amount of outside light to avoid brightness contrasts be
tween the screen and surrounding areas, have been used in the theatre lounge on the Italian liner Contt
Biancamano. A combination of fluorescent and incandescent fixtures are employed.
Patrons are coming back —
is youg
THEATRE
READY?
llial first iiiipressioii
cuiiiils aiul y o ii r
liuiise will
be plenty
impressive with a
renovated front l)>
,„ „ I»ol)loeki
RECENTLY MODERNIZED
BY POBLOCKI AND SONS:
FoK-Bay Theatre, Milwaukee, Wis.
Canal Drive-in, Tucumcari, N.M.
Moonlite Drive-in, South Bend, Ind.
Palo Theatre, Lowell, Ind.
State Theatre, Westervllle, Ohio
State Theatre, Spring Valley, Minn.
Louisa Theatre, Carnegie, Pa.
Times Theatre, Chisholm, Minn.
AOT MnUU.. mofcrio/s are
if'ill
ll»» 5. KINNICKINNIC AVt.
MILWAMIICE 1. WISCONSIN
available
Balanced lighting, pictorial beauty
and tasteful decoration are the striking
features of the motion picture lounge on
the Italian liner Conte Biancamano, shown
in the accompanying photograph.
The lighting follows the same techniques
used for television, where it has been found
advisable to furnish a small amount of
outside light to avoid brightness contrasts
between the screen and the surrounding
areas.
Fluorescent lamps and fixtures
recessed
in a wide overhead cove provide a level of
approximately five footcandles of illumination
distributed uniformly throughout the
ONE-DAY SERVICE
Send those
worn-ODt
door
closers to us for
repair
We REPAIR and RECHARGE oil types of
FIRE EXTINGUISHERS
Sales and Service on all Safety Equipment
Write for Prices and Catalogues
MINNESOTA FIRE EXTINGUISHER CO, INC.
2476 University Avenue, St. Poul 4, Minnesota
room. Fourteen-watt T-ia fluorescen
tubes are installed end-to-end close to th(|
edge of the cove and an extra baffle ha;
been used to soften the bright spot immediately
above the lamp in the cove. Because
the level of lighting is low enough
it is not necessary to dim these lights
while watching the screen.
Glass-covered fluorescent lighting fixtures
mounted to the ceiling and each containing
four fluorescent tubes, are turnec
off during the show, but provide extra illumination
for the auditorium between:
performances. Warmtone lamps, whose, \
color tone closely approximates that of in-;|
candescent lighting, are used throughout;
the theatre and provide a soft pleasing atmosphere.
The room was designed on the engineering
advice of Johan Kromhout of Sylvania
Electric Products, Inc.
TICKET MACHINES
A* Low ai
$12500
WE
REPAIR
REBUILD
ALL
OLD AAACHINES TAKEN IN TRADE
30EAST ADAMS ST.
MCT0in4)PS.WllL3»I
TICKET REGISTER INDUSTRIES
CHICAGO CO (3> fV
ILL I
I
42
The MODERN THEATRE SECTION
h

REFRESHMENT SERVICE
Jnge
A THEATREMAN'S MANUAL
OF
by V.
REFRESHMENT SERVICE
L. WADKINS*
The Successful Way to Buy, Store, Display
And Sell
Dntbrtainment puts people in the
mood for candy, and furthermore they
have two or three hours in which to enjoy
the delicious tidbit which you are going to
sell them.
Place your refreshment stand in the
most advantageous spot possible as refreshments
in theatres are 90 per cent plus an
impulse item.
Cleanliness is a "must" in handling things
that people eat and drink. Keep your candy
counter, popcorn machine and ice cream
cabinet spotlessly clean at all times.
Dressing your candy case is most important.
Every candy bar or box item has
a complement. For example Dots will balance
well In a case with Black Crows,
Mounds with Almond Joys, Fifth Avenue
with O'Henry, etc. By pairing your candy
items in this manner and trimming the
case from both ends toward the middle you
will achieve the desired results.
Display only your best-selling 10c and
above items on top of your candy case as
this can increase your volume in these
items from approximately 19 per cent to as
high as 44 per cent.
USE MASS DISPLAY OF CANDY
The use of back bars showing a mass display
of candy is most beneficial. The back
bar particularly lends itself to the unit
display of chewing gum, Life Savers,
Charms, etc.
Refreshments in theatres are 5c and 10c
business: therefore, we should use the
technique of the jive-and-ten-cent-store
and show mass display.
To prevent your candy from becoming
stale it should be rotated regularly in your
candy case and on your backbar. In
other words, "keep your candy moving."
Sell only name-brand merchandise and
depend upon volume for greater profits.
Trying to sell off-brand merchandise, even
though it carries a higher markup, is poor
merchandising because you do not obtain
the volume as you do with good staple
name-brand items.
Let the customer decide which items sell
best and reorder in the proportion in
which the items sell. Even though about
"Manager ol concession sales and service, Indiana
County Theatres, Latrobe, Pa
Concession Merchandise
47 per cent of all of our candy business is
being done on seventeen items, good merchandising
dictates that we have a wide
variety for our patrons to select from. As a
matter of fact, we are merchandising approximately
130 items and flavors.
A printed candy purchase order form,
enumerating the various Items, is a handy
check list for both the candy girl in ordering
and the manager in checking.
An accumulation of old candy bars
whose wrappers have become soiled or torn
should be thrown away mot given away)
and your inventory marked accordingly.
To keep these odds and ends In your stock
will only take up valuable selling space
and cheapen the appearance of your merchandise.
By throwing these few bars
away and replacing them with fast selling
As one enters the DeSoto Theatre, Arcadia, Fla.,
this attractive "Candibor"' wins immediate attention.
The DeSoto is one of the few theatres in the
country built in ranch type architecture, and this
refreshment area reflects the simplicity and good
taste of the decor throughout the theatre in keeping
with its character. The knotty pine walls and
plaid tile flooring are particularly appropriate.
merchandise we can turn our money several
limes, and more than make up for the loss
of those few bars.
The amount of Inventory carried in stock
should not exceed three weeks' candy business
In your theatre.
The candy inventory is the personal
responsibility of the manager. Just as are
tickets and petty cash. You may designate
your assistant or sales help to lake a
weekly physical inventory, but whoever
takes it .should never know how much your
records call for having on hand. The manager
should personally check this physical
inventory at least every three weeks.
Suggestive selling
does not mean forced
sales. However, items may be .suggested
when the patron seems undecided as to
what to buy. New items should be tried
out as they "freshen up" your stock.
Items selling for over 25c are loss items
with us and should not be carried in stock.
We have proved conclusively that we are
not in competition with any store or stores
outside our theatres. The selling of candy
and popcorn in theatres has tremendously
increased the nation's sales of these items.
A very interesting fact is that one-third
of all the candy bar business done in the
United States is done through theatres,
which represent only two per cent of the
total
outlets.
(Continued on page 44 >
The "Candibor" is fronted by a wide glass show
case trimmed in chrome with black counter space
and glass panels accentuating the beauty of the
wood paneling and green trim. A Manley popcorn
machine was installed Illumination is achieved
within the candy case by the use of fluorescent fixtures.
General lighting is produced by a combination
of direct and indirect units.
i
BOXOFFICE 43

L'
44
M A,ikL
Model 420 Majestic
Fountain of Juice," 5'/4 gallon
capacity refrigerated dispenser
designed to dispense orange or
grape ade. The ade gushes up
from center and showers down
with dramatic taste tempting
appeal.
Contact your local theatre supply
or write direct
MAJESTIC
ENTERPRISES, LTD.
959 Crenshaw Blvd.-Los Angeles 19, Cal.
BUILT TO TAKE IT-
Griggs
Chairs
WITHSTAND
TOUGHEST WEAR
Comfort —the minute
they're occupied!
Their Bvouty jporkles!
WRITE FOR CATALOG
GRIGGS EPUIP\1E\T CO.
Belton, Texas
REFRESHMENT
MANUAL
Continued from page 43
The popcorn after it has been dumped
from the kettle should be brushed across
the corn screen with a side-to-side motion
using the popcorn scoop. This filters out
all unpopped corn and small kernels that
are only half popped. The failure to do
this can very definitely affect popcorn
sales. It may result in a broken tooth.
Popcorn should be ordered in quantities
that will allow a four week's supply and
seasoning should be ordered in lots of five
cases or more.
STORE AT ROOM TEMPERATURE
Popcorn should be stored in a dry place
and should be kept at room temperature
at least 24 hours before popping. A fivegallon
can of raw corn should be kept with
your machine to take care of your daily
needs.
It is not so important what you pay for
a bag of corn as what you realize from
the retail sales of each 100-pound bag.
Moisture measuring instruments are not
necessary to determine the proper popping
temperature. By the simple procedure of
adjusting your thermostat to a variation
between 450 degrees and 525 degrees and
popping a kettle at each of these temperatures
you can determine the temperature
which gives you the largest, flaky grains.
DO NOT PERMIT 'STUFFING'
Close supervision should be maintained
to see that the salesgirl is not "stuffing"
popcorn boxes. The "stuffing" of popcorn
boxes can amount to a loss of from
fifteen to twenty dollars on a one hundred
pound bag of unpopped corn.
In the daily check of your refreshment
money, a control can be kept by counting
the popcorn boxes at the start and close of
each day and the remainder of the money
will be candy sales. In the sale of ice
cream, a physical count can be taken each
day whereby these sales will be accounted
for. A physical inventory of the candies
|
will reflect the correct amount on hand.
The candy girl should be most carefully
selected and should be made to feel that
she is a definite part of the service staff,
and consequently should render the same
degree of service as the other members of
the service staff.
Uniforms, preferably washable ones,
should be worn by the refreshment attendants.
Remember at all times that the
selling of refreshments in theatres is selling
food.
Hot drink venders in theatre lobbies
have proved extremely successful. In test
locations in Chicago it was discovered
that the ten-cent fee was satisfactory to
patrons even when the hot drink vender
was placed beside a nickel cold unit. The
hot drink vender was well received
whether in theatres vending cold drinks
at five cents or in houses selling cold
drinks at ten cents.
MELLOS
POPCORN
Is the Cream of the Crop
1. CONSISTENT, UNIFORM QUALITY
Highest popping throughout the year. Every
lot laboratory-tested. We test — we don't
guess!
2. MORE ATTRACTIVE, TASTIER, MORE
TENDER
Customers always come bock for more once
they have tasted its delicious flavor.
3. ATTRACTIVE SILVER SCREEN BOXES
Popcorn boxes available. Real sales boosters.
4. MORE RETAIL SALES PER BAG
Means more profits to you. Mellos Popcorn
is worth $5 to $10 more per bag than overage
corn because of higher popping volume.
A trial order will convince you.
We are Dealers in POPCORN, PEANUTS
and SUPPLIES
••WHERE QUAUTY IS HIGHER THAN PRICE!"
MELLOS PEANUT COMPANY
Los Angeles Chicago
637 Towne Avenue 724 W. Randolph Street
• • * • 3f
ALWAYS WITH
FLAV-O-NUT
Pure cocoanut oil,
artificially
colored.
YELLOW POP
The artificially colored
peanut oil.
THE CAPITAL CITY
PRODUCTS CO.
Columbus, Ohio
Distributed by POPPER'S SUPPLY
114 W. 18th St., Kansas City, Mo.
• • • • -*^
S
"OUR POPCORN
SALES POPPED!"
. . . says this exhibitor who
kept careful record of the
effect of using EPPY POPCORN PRIZES in each bog.
1. GREATLY increased soles of popcorn
2. INCREASED SALES OF SOFT DRINKS
3. LARGER gross refreshment soles
LOWER ratio of small-margin soles
All of these desirable results hare been brought
about by just one thing, putting EPPY's silver-plated
LUCKY CHARM PRIZES into the popcorn bags. No
other change was made. The charm prizes hare
more than paid for themselves! You can do as well.
Write today, or use the FREE postcard on page 50 to inquire
^
re ad 38-8
Samuel Eppy & Co., Inc.
91-15 U4th Pine*
B
Jamaica 2, New York
The MODERN THEATRE SECTION

i
Joy N, HOUCk, President, Joy Theaters,
operating 59 theaters in Louisiana, Mississippi,
Arkansas and Texas,
-"/•I
says; "|yg ^g// ^ /^^ gf chewing gum
at our concession counters.
It's good, profitable business
for our theaters."
^^^—i
Yes...ChGwing Gum Improves
Your Profit Picture!
It Pays To Display and Sell
Your Patrons' Favorite Brands
• Yes, people just naturally like to chew gum
at the movies— especially to freshen the taste
and sweeten the breath after they've eaten a
from the refreshment counter.
snack or treat
Chewing gum helps them relax and get extra
enjoyment watching the picture, too.
Take advantage of the popularity of chewing
gum to build extra good will and revenue for
your theater. Display Wrigley's Spearmint,
Doublemint, "Juicy Fruit" and other well
known, fast-.selling brands where patrons can
easily see and buy them. It's good business.
AF743
BOXOFFICE 45

|
REFRESHMENT
SERVICE
You Can Enjoy
BIGGER PROFITS
QUALITY CANDY
on
and
CARMEL CORN!
Order direct and SAVE
Pure,
Finest
Delicious,
Ingredients
PACKAGED CANDIES
Boxed to retail at 5c
Packed 400 to the case.
$noo
2
Per hundred packages, only
Lemon Drops, Jelly Beans, Anise Dolls, Candy Hearts,
Candy Com, Jelly Drops, all the old favorites. You
may order all one kind or assorted.
CARMEL CORN
Packed bulk, 30 lbs. per case.
Direct to you, per pound
Carmel Corn Boxes, 3"x3"x6", per 1,000..
A Big
Seller at 10c
Both in Theatres and Drive-Ins"
PACKER JACK
POPCORN
30
..$9.00
AND NOW A NEW
PROFIT-MAKER
CONFECTION
High Repeats! Colorful Package! Cellopliane Wrapped
ORDER TODAY
Case of 4 Dozen $5188
2-Ounce Packages. 'O Gives You Top Profits!
FREIGHT PREPAID on IS or More Cases
ALSO ASK FOR PRICES on POPCORN BOXES
ORDER NOW direct from:
KONTNEY CANDY CO.
SREEN BAY
P. O. Box 402
WISCONSIN
The NEW Patented SPEED-SCOOP
Three times more efficient. Scoop and pour c
bagful of popcorn in one single easy motion.
Mode of light, stainless aluminum. Cool hardwood
handle. Perfectly balanced for moximum efficiency
and speed. Only $2.50 at your Theatre Supply
or Popcorn Supply Deoler.
SPEED-SCOOP
109 Thornton Avenue, Son froncitco 24, Calif.
HOW TO INCREASE CANDY SALES
by NEVIN I. GAGE
A 25-Point Check List
If you THiinc your candy sales volume
is not as high as it should be, try
looking for places of improvement in an organized
way. Study your operation in relation
to the four main factors that influence
the sale of confections; equipment, display,
ASSORTMENT and SELLING.
In some theatres basic improvements in
equipment are needed to achieve the desired
boost in sales. Others need only to
inject more merchandising excitement Into
their displays, improve their assortment of
candies, or develop better sales attendants.
The answer is usually found by "stepping
up" the operation all along the line.
Here is a check list of 25 points, with
brief suggestions, applying to selling candy
at the concession stand. By combining
these with your own ideas, you can work
systematically toward building sales to the
higher level.
CHECK
EQUIPMENT
1. Concession location. About 80 per
cent of all candy purchases are made as
a result of the impulse stimulated by seeing
it displayed. Most concessions are therefore
located where they will catch the eye
as soon as patrons enter the lobby or foyer.
The best spots are head-on and on the
right side, close to the flow of traffic. Of
course, there are exceptions and limitations.
Is your stand in the best location?
2. Size of space. Does the potential volume
of business justify expanding your
concession? If not, at least make sure that
your display of candy is as large as possible,
so the selling power of mass display
can work for you. Many theatre refreshment
counters are built with candy sections
which are too short and cramped. At the
same time large sections are given to blank
panels, upholstering and other decorative
effects. Some of this waste space can be
converted into additional merchandise display
sections.
for Theatre Concession Men
3. Open display counter. Many theatremen
and concessionaires have proved
that open-display fixtures sell more candy
than those covered with glass. Impulse is
stimulated when customers can help themselves.
Pilferage can be controlled with a
narrow strip of glass on top at the front
edge and also by alert attendants. Chain
store experts in other fields long ago
adopted the open-display method of selling
candy. Use it as much as you can.
4. Glass-enclosed candy cases. If your
shelving is flat, you are losing about 30
per cent of display efficiency. Try slanting
the shelves at a sharp angle forward, so
the top surface of the candy bars will be
seen at a distance as well as by patrons
looking down at close range. Also, if your
case has only two shelves, try to install a
third.
5. Wall cases. Additional display space
may be provided by mounting a small display
case or a few shelves on the nearby
wall or on the concession backbar. Perhaps
a small glass case or display rack can
be accommodated on the counter top.
6. The backbar. Stand out in front and
study your backbar or the waU in back of
your counter. Everybody agrees that it
should be pleasing and help attract attention
to the stand. But with imagination
and showmanship you may be able to make
it work harder for you, helping to sell specific
merchandise. The background you
have already constructed is ideal for an
attractive display of univrapped confections,
presented to excite appetite appeal.
It can be glorified in many ways: such as
with the use of a silver or glass pedestal
set in the midst of floral or seasonal decorations,
with a spotlight enhancing the
effect. The small investment in special
(Continued on page 48)
/imM/^ fof iMMEPimmm
FACTORY REBUILT 75-BAR
MILLS CANDY MERCHANDISERS
Completely rebuilt and modernized with brand new coin mechanisms
and coin return. New mint green top and burgundy red
hammerloid finished base with polished stainless steel and
chrome trim give candy eye appealing display for better sales
in any location.
Price just $75.00 F.O.B. Chicago (complete with base).
Only a limited number of Mills Merchandisers are on hand.
Order now! Make sure you get your machines at this low price.
MILLS AUTOMATIC MERCHANDISING CORP.
4150 Fullerlon Ave., Chicago 39, Illinois
46 The MODERN THEATRE SECTION

YOU'LL FIND
IN THE
CHOCOLATE COVERED
CHERRIES
CHOCOLATE SPECIALTIES
EASTER CANDIES
SUMMER CANDIES
CHRISTMAS CANDIES
i
HALLOWEEN CANDIES
NICKEL NAKS
FANCY BOXES
Whether
.
SELECTIONS.
you
Jis, bar cand-*C^^,^^^
^^^.-
.;..\.W alio conn ,,i;aav •
hoUdav
;ee£ciuick\yauJ^J^^
^:^e:;-a.on.
crtUid.
You are assured of all the advantages ot
dealing with one source of supply for practically
all your requirements when you buy
from Chase. We operate the largest cand\
manufacturing plant West of the Mississippi
—one of the largest in the nation— in St. Louis.
We also operate a complete plant at San
Jose. California, better to serve Pacific Coast
and Mountain State customers. May we serve
you? See the Chase Candy salesman in \()ur
area, or write;
FINE CANDY COMES I
CANDY COMPANY
ST. LOUIS 16, MISSOURI, OR
SAN JOSE, CALIFORNIA
N CHASE PACKAGES
BOXOFFICE 47

. . keeps
i
j
HOW TO INCREASE
CANDY SALES
too far apart and tilted forward, as pre'
viously mentioned. Viewed from the from;
Continued from page 46
display equipment for the backbar will pay
for itself many times over.
7. Lighting. Do you make the most of
lighting possibilities? Most theatre concessions
have adequate general lighting, and
many make good use of neon signs. But
too often there is more light on the attendants
and patrons than upon the confections
being offered for sale. The chances
are that you need more showcase lighting
to properly illuminate your confections.
The fixtures can be mounted outside of the
case to avoid overheating the candy. The
more you eliminate the dark shadows in
your candy case, the better will be your
sales possibilities.
this gives the illusion of practically a solii'
bank of candy from the bottom to the toj'
shelf. Neatness and fresh appearance aM
a standard rule.
U. The counter top. Where most of thi
confections are displayed under glass, thi|
negative effect of this barrier between thi
customer and the merchandise can be par
tially offset by displaying at least a fe?
items on top in the open. Surface spacil
not required for serving patrons should bt'
put to profitable use with open displays
This makes possible handling more item;
and helps to create the feeling of "lots o:
everything here." Pile up some bars, chewing
gum. and packages on your counter toi
and watch them sell.
12. Special displays. The excuses art
WEIGHT, 165
s
LBS.
25
DOWN
Balance $10 Monthly
400 DE LUXE
PENNY FORTUNE SCALE
NO SPRINGS
WR/Tf fOR PRICES
LARGE CASH BOX HOLDS
$8500 IN PENNIES
Invented and Made Only by
WATLING
Manufacturing Company
4650 W. Fulton St. Chicago 44, III.
Eit. 1889—Telephone: Columbus 1-2772
Coble Address: WATLINGITE, Chicogo
8. Attention devices. Accessory equipment
is widely used in some form to attract
attention to the concession. Devices in motion
and the on-and-off types of lighting
are effective in accomplishing this result.
They help further in contributing to the
air of busy-ness and merchandising excitement
about the stand.
CHECK DISPLAYS
9. Merchandising excitement. Unusual
and appealing displays of products create
merchandising excitement. This is the utilization
of equipment and merchandise in
various effective ways to convey a morethan-ordinary
impression. Merchandising
excitement thus attracts customers and
makes them want to buy. It is the perfect
setting and atmosphere for successful retailing.
It need not be garish and noisy,
but neither is it dull and sedate. A confection
stand can have merchandising excitement
in any type of theatre and still
be in good taste.
You can tell at a glance if your concession
has the flair and magnetic power of
merchandising excitement. It is a goal to
strive for and maintain, because it builds
sales and profits.
10. Showcase interiors. It is an old
maxim that full stocks help to stimulate
sales. The effect of a filled case can be
greatly enhanced by having the shelves not
practically limitless for special displays tci
attract attention and stimulate purchases
These include new and regular items, giver'
special attention by themselves. There iii
always the opportunity to tie in with the'
seasons, holidays and the pictures. Us«|
appropriate candies selected from yoiu!
stock or purchased for the purpose. Dis-I
play in special containers of unusual nature.
Remember that the value of these!
displays is not only in the volume of salesj
but also in their contribution to the overaL
lively appearance of the concession.
|
13. Unexpected locations. Put a stack
of candy bars on the soft drink countei
and near the popcorn machine or warmer
so that patrons buying those items will be
prompted to buy candy too. This employs
the idea of placing merchandise in additional
locations, outside their normal departments,
to make extra sales.
14. Arrangement of candy. The two
principles to follow in arranging any display
of confections are: U) Provide contrast
so that each kind will get attention,
and i2) make the display neat and orderly
but not perfect. Lean toward informality,
even occasionally toward the haphazard:
arrangement. Try always to convey the
impression that the confections are selling
as fast as you fill up the display. The nat-
( Continued on page 50

miiii.
Quality Builds Box Office
}Uj.A-iJ^t!'.:
y/ei k.f'
^^m^ ''^* "
BOXOFFICE 49

'
i
HOW TO INCREASE
CANDY SALES
Continued from page 4S
Cretors
OF THEATRE
PROFITS
"Hollywood 48" Increases
ural
appearance will therefore suggest action
and not make a perfect picture.
Stunts in forming geometric designs with
candy bars and chewing gum should be
avoided, as experience has proven that customers
are reluctant to disturb these decorative
"works of art." So they depress
rather than increase sales.
15. Price cards. These are not universally
used, but the argument is in their
favor where different-priced items are displayed
together. It avoids confusion and
saves time. No one has proved that on lowpriced
items like candy they cause sales to
decrease. When used, price cards should i
be small, clean and uniform in size.
CHECK CANDY ASSORTMENT
16. Variety. Do you offer enough variety?
A wide assortment of good-quality
confections is the keystone of the entire
sales-building operation. Theatremen listed
over 20 different types of candy among
their best sellers in the recent Theatre
Candy Survey, conducted by Boxoffice and
the Modern Theatre Section. Within each
type are many varieties from which to
make selections that appeal to patrons of
all ages.
17. Well-known brands. More theatres
sell more of the advertised brands of candy ;
bars and packages than the others. This
policy cashes in on the demand created by
the manufacturers and in most cases pro-
vides confections of good quality.
Popcorn Sales in Crown Theatre, Pasadina, California
78% INCREASE
The newly remodeled,
beautifully
appointed
Crown Theatre in Pasadena was getting only fair results
from a popcorn warmer they had installed in their concession.
When they changed to a Cretors "Hollywood 48",
popcorn sales jumped a phenominal 78%! Mr. A. E.
Levoy, president of Crown Theatres operations, said this:
"Naturally, this has pleased us immensely, and the extra
profit quickly paid for the popcorn machine. We feel that HOLLYWOOD JR. 55
our increased sales are due to fresher and tastier popcorn,
and to that tempting popcorn aroma."
This is only one of hundreds of unsolicited letters from
our files praising the utility, beauty and salesmanship of
CRETORS Popcorn Machines.
The above photo shows the Hollywood 48 in the lobby of the
Crown Theatre
18. Quality. There is no substitute for
|
quality In developing repeat customers. If
your sales are down, check into the quality
of the candies you are offering. Are they
fresh and in good condition? Are the
flavors and consistency pleasing? If you
find nut goods tasting stale and rancid, or
chocolate items discolored, you may be sure
that you have found at least part of your
trouble. Remove and destroy such stock.
Check to see if the fault is yours or that of
your supplier. Then take steps to remedy
the problem.
This might mean that you should order
oftener, but in smaller quantities so that
you'll have faster turnover. Or it may be
wise to change products or youi- supplier.
Remember that it is folly to buy on price
alone.
19. New items. The aggressive managers
are continually trying new items to add
more variety, replace the slow movers and
stimulate sales. There are so many good
confections on the market that securing
new items should not be a difficult problem.
/ -,..«.. ..:.. _ V
C CBETOKS & CO. 604 W. Ctrmok Rd. Chicago 16, IIL
HOLLYWOOD 48
Improve YOUR Popcorn
Sales . . write for complete
.
Information about
Cretors' Poppers.
20. Turnover. The turnover of items
should be frequently checked, so that your
stock will consist of fast-selling candles.
When eliminating a poor seller, try to determine
why it did not sell. Was it because
of inferior quality, price, or the type
(Continued on page 66)
50 The MODERN THEATRE SECTION

«tliiir,'
:'
Fastest-
10( Candy Bar
>i^
nS^^'
v^ o'
»iKii
r(T(^
Fastest-selling
10( Candy Bar
m
Nafionally
Advertised
All Year
'Round .
Kt»/aw>3c''
Peter Paul's 10c Bars Spell
Magazine
Raal appetite-appealing
ads In America's
top mogaxines!
Radio
Coasl-to-eoait
newscaits plus
hard-selling «potsreaching
millions'.
Double Profits On Every Sale!
• Display both great Peter Paul double-profit bars
— Almond Joy as well as Mounds! With both you
satisfy the taste of every coconut candy fan
• Almond Joy is number one with folks who go
for luscious juicy-fresh coconut robed in double-thick
milk chocolate and topped with crunchy almonds . .
and Mounds is the favorite of coconut lovers who
prefer delicious bittersweet chocolate!
America's Best-loved Coconut Candy
From The Kitchens Of
PETER PAUL
PETER PAUL, INC., Naugal
BOXOFFICE
51

PATRONS COME TO
DINNER AT THE
TROPICAIRE
Hot Meat and All the Trimmings
Served in Just Six Minutes
f ^ 1
< -J
by KITTY HARWOOD
DoxED DINNERS are a nightly feature
at the Tropicaire Drive-In. Their excellence
and convenience and their attractive
price range have made them a popular
part of the service which the Miami
theatre offers to its patrons.
One of the most complete refreshment
stands in the area, the operation is owned
by theatreman D. K. McComas. McComas,
however, put an expert in charge of this
department. Peter H. Havey is the culinary
impressario who has worked out a system
whereby individually cooked suppers
are served quickly and attractively.
Twice weekly the large deep-freeze is
stocked with frying chickens, shrimp, veal
cutlets, sirloin steaks and beef fillets. This
menu does not vary, but has enough variety
so that it does not become tiresome
even to the steadiest customer. Highspeed
cooking is done and the longest wait
is for chicken, which takes 12 minutes.
For other meats the time is cut in half.
Two cooks handle the kitchen under Havey's
supervision.
Most of the food is not removed from the
freezer until the order is received, thus
Attendants at the Tropicaire provide a free show
lor patrons by filling six boxes of popcorn at one
scoop to supply the demand.
52

QUALITY. . . PURITY.
/
\
^

BOXED DINNERS AT
DRIVE-IN
Continued from page jN
ten helpers at the counter as a usual
,
The biggest business is done during th
first brealc when, as Havey says, "it's
madhouse around here." Being set up fc
speedy service counts at this time. Th
refreshment house does not close until th
last car leaves the lot and service is avail
able as long as anyone wants it. "On night
when we have midnight shows," says Ha
vey, "we're around here until two or more.
The refreshment building is kept free o
cooking odors by three suction fans ani
two breezeway fans in the kitchen. Fan
outside keep the air moving and the tern
perature comfortable. Fluorescent lightlni
is used. Spraying done on a large scali
early in the evening rids the area of in
sects. The building is easily closed b:
means of overhead doors which pull dowi
and lock.
Havey, who does all the buying, has hatf
long experience in the field. An interesting
period in his career was in 1912 when h<
cooked for Theodore Roosevelt. Roosevel
bought the first six-cylinder Packard evei
to come off the line, and Havey drove hin
on his Bull Moose campaign, going into the
kitchen wherever they happened to stoi
and cooking Roosevelt's dinner to his taste
Theatre Popcorn Sales
Popcorn is sold in 96 per cent of all indoor
theatres. Sales at 10 cents amount
to 84 per cent of the industry's volume
Nickel sales are diminishing but account
for 11 per cent. The combined sales in
more profitable units of 15 cents, 20 cents
and 25 cents amount to nearly 5 per cent
of total theatre popcorn sales.
>^^^^^^^^^^^^V^»MMMMWMMMVWMM* ,
ABSORBENT CLEANING
TISSUES
NOISELESS
POPCORN BAGS
AUTOMATIC POPCORN CARTONS
RUSH
HOUR POPCORN
GOLDEN HULLESS POPCORN
i)®pi fiilisi
Mode by C. F. Simonjii's Sons Inc. pmiq. 34, pa.
POPPING OIL SPECIALISTS TO THE NATION
SILVER HULLESS POPCORN
DRIVE-IN DISPOSABLE
PAPERBOARD TRAYS
Price list uoon reauest. Also somn'ei
PRUNTY POPCORN DIVISION
620 N. 2nd St.. SI. Louii 2, Mo.
Popcorn ProcosBora—In Our 77th Y«ar.
54
The MODERN THEATRE SECTION I
ij
V

Better Drinks, **
Greater Profits.
CREST THEATRE*
Seattle, Washington
R
*^ ^
SODA
In Theatres All Over America
with r/ie
tte^
SODA BAR
There is an Everfrost Dealer Near Yoo:
ATIANT*. GEORGIA
Wil-Kin Theotre Supply. I«-
CHICAGO. lUlNOIS
Gardner Theatre Supply Co.
CINCINATTI. OHIO
Mid-WeO Theoire Supply Co
DAllAS. TEXAS _ .
DENVER. COIORADO
OES MOINES. IOWA
GRAND RAPIDS. MICHIGAN
Ringold Theatre Supply Co.
HOUSTON. TEXAS
INDIANAPOllS. INDIANA
Mid-Wett Theotre Supply Co.
KANSAS CITT. MISSOURI
Mliiourl Theatre Supply
lOS ANGEIES, CALIFORNIA
t. F. Shearer Compony
MEMPHIS. TENNESSEE
ch TheoIre Supply. Inc-
MINNEAPOIIS. MINNESOTA
nrteopoUi TheoIre Supply
ORIAHOMA CITT. OKIAHOMA
Oklohomo Theotre Supply
OMAHA. NEBRASKA
Wettern Theotre Supply Co,
PORTLAND. OREGON
t. F. Sheorer Comporty
SALT LAKE CITY, UTAH
ANDERSON & WACNER, INC.
8701 Soolh Mclller Street
Los Angeles 3
•IrtiMnoltoo liy » f SMiA«« CO.. Sowlte

m^'^^
CHOCOLATE
CREAMS.
Doiiljle-whipped
MILK
LATE
vaiiitla creme tcntiTs
with tliirk
liglit chocolate
coating.
CHOCO-
PEANUT
CLUSTERS.
A' a n i I I a c r e in c
center — crisp
Spanish peanuts
covered with extra-
generous
eoatinj; of milk
chocolalo.
That s What Theatre
Operators Eueryuihere
Are Saying About
BEICH
(^kocolated
You, too, can increase your candy
profits with these popular sized, popular
priced, top-quality Beich Chocolates.
There's plenty of taste appeal to
please every fancy in this assortment
of favorites and the eye-catching,
product-in-view packages have plenty
of sell-appeal for every age. Value-plus
quality, usually found only in candies
selling for $1.50 per pound and more^
plus a rich wholesome goodness, bring
your customers back, time after time.
WRITE OR WIRE FOR SAMPLES.
PAUL F. BEICH CO.
MILK CHOCO-
LATE COVERED ,
NOUGATS.
Mtinntti li-xlurril.
ntFf
^"" iwlrl-whlppoa
wlUto center.
005 Front Street •

I
Hot Toasted BVN *n BAR-B-^ In 1 minute!
IDEAl FOR LOBBY SERVICE
Here's a fast service, high profit business to
round out refreshment stand operation. Simple
and clean to operate, auditoriums won't get
messy. Write for details.
MBBl
List $99.50
MBB-2
List $169.50
CUTS AND TOASTS BUN
MAKE UP 70^48°° PROFIT AN HOUR
WITH THE HELMCO-LACY MINUT BUN BAR-BQ-BAR
240 sandwiches an hour during peak trofFic—and most
Bar-BQ-Bar users are making 20c per sandwich profit.
FILL POCKET
Investigate this
tremendous profit-maker today.
Be one of the first to feature profitable "toasted -pocket
sandwiches" filled with delicious barbecue beef, pork,
chicken, turkey or other barbecue filler.
contact us now for full details . . .
• Moke and serve sandwiches anywhere there's an electric outlet.
• No buns to cut, no greasy grills or steam tables.
• Sandwiches won't drip, spill or break.
• Perfect portion control.
• Less than 2 sq. feet of counter space.
• Meets Board of Health requirements.
• Get pocket-type toaster heads plus famous H-L Food Warmers noted
for low-cost operation.
gef price, delivery and profit story today . . . write— wire — phone
1225 W. FULLERTON AVE., CHICAGO 14, ILL. fk^mco-^a^
BOXOFFICE 57

REFRESHMENT
SERVICE
HERE ARE SEVEN PROVED
REASONS FOR SELLING
SOFT DRINKS
I HEATREMEN who have not yet included
soft drinks in their concession
service will find plenty of encouragement
in the facts revealed by the recent Survey
of Theatre Refreshment Sales, conducted
for the industry by Boxoffice and the
Modern Theatre Section.
Hundreds of successful soft drink installations
were reported from theatres of
all types and sizes throughout the country.
Their methods and results may be
summed up in the following seven arguments
favoring the installation of soft
drink service in virtually any theatre.
7. The public wants soft drink service
in theatres. Favorable response and patronage
have proved that the public wants
beverages included in refreshment service.
More theatres today are selling soft
drinks than ever before. The trend is
increasing. In 1950 less than half of the
nation's theatres sold soft drinks. The
number in 1951 increased to 69 per cent
of all indoor houses.
2. r/ie volume of sales justifies the
installation. Both the present and potential
sales justify setting up the operation.
Remember that throughout the country
an average of 61 out of every 100 theatre
patrons patronize the refreshment
stand. Soft drinks rank third in concession
sales, next to candy and popcorn.
Drinks account for approximately 10 per
cent of the total dollar volume.
Last year among the non-circuit theatres,
downtown and neighborhood houses
used an average of 300 to 500 gallons of
soft drink syrups. Small town theatres
average over 200 gallons in selling drinks.
3. Negative factors prove imaginary.
Some theatremen have believed that if
they added soft drinks it would reduce
their sales of popcorn and fail to compensate
with sufficient increase in total
volume and profit. Reports do not verify
the foregoing, but indicate that soft
drinks will produce additional gross.
Objections on the grounds that dispensing
beverages would unjustifiably increase
cleaning problems have likewise
been dissipated by the experience of
managements which have made installations.
In fact, nearly six out of ten theatres
now permit soft drinks to be taken
into the auditorium.
4. Drinks sell easily. Soft drinks are "a
natural" for concessions in places of
amusement. The several nationally advertised
brands have created a strong demand
and therefore sell in good volume wherever
made available. They can be served
by aU forms of dispensing and there ai
flavors to suit aU tastes.
Carbonated drinks are sold by 88 per cer
of aU theatres and non-carbonated by ;
per cent of the houses. Small theatre mar,
agements will be interested in knowln
that about one -fourth of the small hous«
handle the Stillwater or non-carbonate
drinks exclusively. The dispensing equip
ment is comparatively inexpensive and thi
enables the manager to make his beverage
from prepared syrup; thus operating a
low cost and maximum profit. The major
ity include the popular carbonated kind;
5. Syrups available in small quantities
It is not necessary to buy beverage syrup
in large quantities. Most theatres purchas
them in gallon containers, four to the case
6. Dispensing cost is flexible. The nu-l
merous methods and types of equipmen
make it possible for any theatre to instal
soft drink service. These range from sell
ing bottled beverages which in most case;
are served in cups at the counter, bottle;
dispensed by coin machines, fountainetti
dispensers, and coin machine cup drini^
dispensers. The last two are most used. ,
7. Circuits set the pace. Tests and experiments
by the circuits have resulted ir
79 per cent of all circuit houses now selling,
soft drinks. Add to this the successful experience
of 60 per cent of the independent
theatres—and the argument in favor ol,
soft drink service becomes convincing. i
HOLLYWOOD CANDY TV
SHOW PROVES
SENSATIONAL SALES SUCCESS!
mmsm^mmoBmi
Stars of "Hollywood Junior
Circus"—fellows who are do-
^
'
ing this sensational sellino job '
for you. Ringmaster Paul
Barnes, Zero the Little Hollywood
Candy man, and Boffo
,.
the Clown. See them yourself >
this Saturday! \
Now Hollywood Junior Circus
Television Schedule DOUBLED!
Yes, Hollywood Candy is selling so well
—and so fast — that their TV circus
show for kids is going weekly! Now it'll
be telecast every single Saturday morning—making
more ond more customers
for Hollywood Candy bars, for your
retailers, and for you.
No wonder dealers like you oil over the
country are so enthusiastic about the
Hollywood candy line. This is really fullscale
promotion . . . and besides, only
Hollywood offers all these other odvantages:
Top quolity candy bars . . . only the
finest* freshest ingredients. Tasteappealing
variety ... 7 different bors,
all delicious. Eye-catching packages
that keep the condy fresh and hove
good soles appeol. Prices that bring
you profit . . . lower than many, as
a
low as any comparable in quality. Sales
guoronteed ... no risk to you because
you con return any unsold bars for full
credit. Premiums for kids and adults^
too . . advertised on TV, require return
.
of wrappers.
Don't miss out!
HOLLYWOOD CANDY CO.
CENTRALIA, ILLINOIS
CASH IN WITH THESE
TOP MONEY MAKERS
-
MILK SHAKE
Chocolate
malted
nougat
topped
with
coramel,
covered
with
chocotote
TTERNUT
Crunch
peanuts
ZSRO^y
in
caramel
center,
coverod
with
chocolate
$8
The MODERN THEATRE SECTION
9

The NEW Super Stadium
. . . can pop up lo i2 bushels
an hour offresh hoi popcorn.
THE CONSOLE ARISTOCRAT
Another new addition to the Manley line is
the Console Aristocrat. Has the same profitmaking
kettles as the standard Manley Aristocrat
and its working back is almost the
same. Yet, because it has no top, it can fit
beautifully into small spaces. Its counter,
made of tough Formica, is 50 inches from
the floor, permitting over-the-counter service.
A honey of a machine
with traditional
Manley quality thruout.
- J
1 J
THE MANLEY ARISTOCRAT
And don't forget the reliable Manley Aristocrat, an
amazing all-around popcorn machine whose high
yields bring high profits. Fits in anywhere. Handles
big crowds fast. Its 12 and l6-oz. interchangeable
kettles produce yields as high as $178.00 per 100
lbs. of raw corn. This ability to produce greater
profits has made it the favorite machine of small
and medium-sized theaters. It's dependable! It's
easy to operate! And it's a work horse that just
grinds out the profits!
V
PROFITS!
HERE'S a way that will put your popcorn business
in the upper income brackets and keep it there . . .
install a NEW Manley Super Stadium. It's a big,
sturdy machine that grinds out profits in a way you
never thought possible. Its high-yield, volume-popping
kettles and its brand-new popcorn elevator
for extra storage space will keep three attendants
busy. And there's room for three to work at the
NEW Super Stadium. You'll be amazed at the way
this Manley giant can handle a crowd. It turns out
32 bushels of popped corn an hour. Man . . . that's
business! BIG BUSINESS! WITH BIG PROFITS!
Here's the perfect machine for drive-ins and big
theaters, for stadiums, ball parks, circuses, carnivals
. . . for any place where people gather. Its 12, 16 and
24-oz. kettles are interchangeable. Filtered warm air
forced through elevator keeps popcorn fresh, hot,
and delicious. New bail-bearing casters for easy
moving. Plus a streamlined beauty that will P-U-L-L
customers into your stand. Get more details ! Fill in
the coupon below.
Manley, Inc., Dept. BO 11-18-51
1920 Wyandotte St.. Kansas City 8, Mo.
Please have a Manley man call with, detailed information on
Name.
the NEW Super Stadium, n Console Aristocrat.
O the Aristocrat. .s
Address _
City
-State.
SALES AND SERVICE OFFICES IN 37 CITIES
SEE YOUR TELEPHONE DIRECTORY
Best time to call
BOXOFFICE 59

'
|
'
HOW TO INCREASE
CANDY SALES
Continued from page 56
23. Increase average sale. Train your at- '
Feature Nestl^'s Nationally Advertised —
Nationally Known Candy Bars
tendants to try to increase the amount
'
purchased by the average customer. This
is tactfully done by suggesting additional
purchases, as well as by offering the larger
size. Displaying some confections near the
points where popcorn and soft drinks are
sold will help to increase the average sale.
24. Sampling. The more you acquaint patrons
with your individual confections, the
more they will buy them. Sampling Is
dramatic selling and adds its share of merchandising
excitement. Try offering samples
in a tray on the counter top, with an
attractive sign featuring the item and its
price. Even when samples are not offered
for consumption, interest can be stimulated
by displaying the candy unwrapped and
sliced to show its content. To do this successfully
requires experimenting, but it can
be made another worthwhile method of
building total sales.
25. Encourage initiative. There are innumerable
opportunities for the attendants
Famous Nesfle's Crunch
Milk and Almond Ba
available in both
Se and 10c sizes
to exercise and develop their initiative in
;
connection with the display and sales of
confections. Some managements have
found it pays to reward both the theatre
manager and employes for their efforts in
helping to increase sales.
The job of stimulating sales is never
done. To keep them up to the maximum,
frequent changes must be made and all
of these factors maintained at top level.
THEATRE REFRESHMENT SALES
Breokdown by Products with Comparative Figures
for Indoor Theatres and Drive-Ins
Both S« and 10«: sizes
packed 100 count and 24 count
A favorite of both young and old!
Ne$tl6'$ Chocolate Company, Inc., 60 Hudson Street, New York 13, N. Y.
PLAN YOUR LOBBY PROFITS
ATTRACT MORE CUSTOMERS WITH
AMERICA'S NO- I ROOT BEER FAVORITE"
9^
rMWA
avaWitoftMl
ROOT BEER
No guessing about profits when you
feature nationally advertised DAD'S — The
leader m (he nation's No, 2 soft drink field* . . . roof beer.
Everything about DAD'S is calculated to give you more profit per
odmission. Insist upon low-cost DAD'S for your beverage cup vending
machines or serve it from thirst-whetting DAD'S barrels or dispensers.
A new line of DAD'S vending machine identification strips
and decals . . . barrels, dispensers, glasses, mugs and advertising
is ready to help you net maximum profits.
Write for free booklet: HOW TO MAKE MORE MONEY SELL-
ING DAD'S ROOT BEER. *IU-cciit CAPPKK'S KAILMKU Survey.
DAD'S ROOT BEER COMPANY Fountam Division
2800 N. Talman Ave.—Chicago 18, III.
Indoor Drive-In All U.S.
Products Theatres Theatres Theatres
Candy and Gum 35.9% 9.8% 33.5%
Popcorn 50.2 27.0 48.1
Soft Drinks 9.5 27.3 11.0
Ice Cream Products... 3.4 8.7 3.9
Other Foods 5 22.8 2.6
Cigarets 5 4.4 .9
Total 100. % 100. % 100. %
H you handle only two or three ol the above
classes oi products, instead oi ail six. you can
adjust the table for comparison with your tigures
by adding the above percentages for the products
you sell and dividing each by the total. The
result will produce percentages approximating industry
averages for theatres handling the same
number of products as yours.
Trend to Machine Vending
The trend is increasing toward use of
coin machines in theatre candy and soft
drink merchandising. Fifteen per cent of
all indoor houses are using candy venders
in addition to selling over the counter.
Machines produce one-fifth of their sales.
In dispensing soft drinks, 37
per cent of
all conventional theatres are depending exclusively
upon the cup type of coin machines
for vending carbonated drinks. Six
per cent also use them for serving noncarbonated
beverages. Many houses use
both manual and machine dispensers.
60
The MODERN THEATRE SECTION
t

DRIVE-IN
THEATRES
"m
Clears,
YOU CAN BUILD A DRIVE-IN
UNDER NPA RESTRICTIONS
by GEORGE M. PETERSEN
Materials for Outdoor Theatres for 500 Cars
Remain Within the Allocations
w.HEN THE NPA restricted the cost of
drive-in theatres to a $5,000 maximum a
year ago the erection of
this type of operation
appeared at an end.
Though numerous appUcations were submitted
to the NPA for authorization to
construct drive-in theatres at a cost exceeding
the maximum of $5,000, the majority
of these applications were rejected,
only a few were approved.
The original NPA restrictions actually
accomplished little in the conservation of
critical materials as the exhibitors who already
were in operation decided to reinvest
$5,000 per year in order to reduce their
taxes and, at the same time, increase the
desirability of their theatres. This situation,
in all probability, caused the use of
more critical materials than would the construction
of many new operations.
.screen structures as even the one side billboard
type of steel screen requires a considerably
greater tonnage than is permitted.
Therefore we must go to a wood screen
structure or one of concrete blocks. With
labor rates as high as they are today the
use of concrete blocks is rather prohibitive
as to cost so that we are left with wood as
the material to use.
At this point I would like to call your
attention to an engineering fact—almost
any material can be designed to support a
given loading if the structure is properly
designed for both the loading and the material
which is to be used. Many structures
of both wood and steel have been destroyed
through improper design or faulty erection
and in neither case can the failure be
blamed to materials but must be charged
to ihp inexperience of the designer or the
indifference of the erector.
A wood screen structure 49x54 feet, having
a screen area of 40x30 feet, can be designed
to u.se under two tons of steel and
the actual tonnage would be as follows:
Ba.se connections 816 pounds
Anchor bolts 288
Machine bolts and washers 840
Reinforcing steel in footings.. ..2,007
or a TOTAL of 3,951 pounds
The copper situation is al.so under control
as the 200-pound allotment is ample
for the.se smaller theatres. Two conductor
No. 14 wire, bare, weighs approximately
20 pounds per 1,000 feet and the underground
requirement for in-car speakers is
about 5,700 feet, or 114 pounds of copper
for a 325-car drive-in theatre so that there
are still 86 pounds of copper available for
miscellaneous wiring.
The screen structure may be enclosed
with transite board, and the concession
building should be of cement block, and
neither of the.se items are controlled.
The grading and surfacing of the ramp
area requires no controlled materials. The
ticket office may be of wood construction
or it may be of cement block, brick, glass
block or other non-critical materials. The
fences may be of wood posts and rangers
covered with transite board, roofers, plywood
or other uncontrolled material. Our
'Continued on page 65
A BETTER CONTROL ORDER
The original NPA Order M-4 prohibited
the construction of both drive-in theatres
and conventional type theatres but the
new NPA Order M-4A approaches the subject
from a more intelligent and effective
angle by controlling these types of construction
through limiting the use of certain
critical materials.
This new NPA Order M-4A prohibits
starting theatre construction that will require
the use of more than a specified
quantity of critical materials. This order
definitely prohibits the use of aluminum,
stainless steel, or alloyed steels but it does
permit the use of a maximum of two tons
of carbon steel and a maximum of 200
pounds of copper.
At first glance these limitations appear
to continue the prohibition of theatre construction
but an analysis of the problem
proves that we may again erect the smaller
drive-in theatres (300 to 500-car capacity'
and remain within the allocation of the
critical materials.
ii INDIVIDUAL OR HEATror*^*^^^
25k«ace cafe PUYCROUHDS loooISs
RESTRICT ONLY STEEL AND COPPER
There is no restriction on lumber, concrete,
plumbing fixtures and fittings, concession
equipment, projection and or sound
equipment, etc., so the only items which
actually concern us are those of steel
and copper.
The two-ton restriction on steel certainly
eliminates the erection of steel
A screen picture, 80x60 feet, is featured by the Lakes/iore
Drive-ln Theatre, recently opened on the shores
of Sloan's lake in outlying Denver, Colo. The new
1 ,000 -cor drive-in has provided a special ramp area
for trucks, and can accommodate 200 walk-ins. For
the latter group of patrons a bicycle rack is available.
In car tpeakers and in-car heaters have been
installed for year-round operation at this drive-in.
Excellent playground and concession facilities have
been designed to blend with the natural surroundings
of the beautiful Colorado lake.
The Lokeshore was opened by A. P Archer and Joe
Dekker, who have operated the Civic Theatre group
of five motion picture theatres in Denver for years.
BOXOFFICE 61

. . CANDY
. . OILS
. . BOXES
. . KETTLES
. .
. .
I
i
(
The
DRIVE-IN QUESTION CORNER
As an adjunct to his series of articles on
drive-in theatre design and construction Mr.
Petersen will answer specific questions addressed
to Drive-ln Theatre, Editor, the Modern
Theatre, 825 Von Brunt Blvd., Kansas City, Mo.
Is the cost of installing heating systems
prohibitive for a 400 or 500-car theatre?
In the opinion of the writer there is
a definite place for the use of In-car
heating systems in certain localities that
experience cool, or cold, evenings but
such installation made with the expectations
of winter operating in the northern
climates has yet to be proven. In certain
areas of California the use of heating
systems is desirable and in sections
of Texas that are subject to "northers"
they could be used to advantage but the
cost is prohibitive for normal operations.
Roughly speaking, the cost of installing
in-car heaters in a 500-car drive-in theatre
would be in the neighborhood of
some 10 to 15 thousand dollars.
A few years ago your plans indicated the
ravips by numbers but recently you have
used the letters A, B, C. What was the reason,
if any, for this change in ramp designation?
The reason for the change is an excellent
one now that in-car speakers
have become the standard type of sound
equipment in the majority of drive-in
theatres. Through the use of letters for
ramps and numbers for the speaker posts
it is extremely simple for the patron to
'-j^
i
i
KIDDIE RIDES
LOW COST -LOW MAINTENANCE RIDES
Circular Boat Ride
Boat ride "Round the Bay" thrills the kiddies. Six one-piece
Fiberglass plastic resin impregnated boats powered by one
horse electric motor can carry 40 children easily at one
time. Twenty-five-foot diameter circle is easy to install.
This ride requires very little maintenance. Plastic boats do
not require caulking or refinishing, nor do they ever leok.
Top attraction ot any location.
Non-Circular Auto Ride with Your Choice of Layout
Burke playgrounds keep kiddies
occupied—on aecommodalion
thot attracts parents.
Burke equipment in driveini
has proven profitable!
Safe, strong, long lasting, low
maintenance cost. Burke engi-
^neerswill help plan your playiwround
without obligation. Approved by playground
official s
TheBUFiKE-BUiLT line: Hobby-
Horse Swing Sets, Baby Swings, throughout the
regular swings, slides, climbing
structures, merry-go> Distributed in MOST terri-
country.
rounds, see-saws, etc.
tories by NATIONAL THE-
ATRE SUPPLY. Branches in
Use Burke Pork Benches for all principol cities.
watchful parents and your For complete catalog
wolk-in customers.
WRITE DEPT. S
THE J. E. BURKE CO. '^"Jfc^^NsM!.'
The cutest ride you ever saw. A non-circu(ar auto ride in
sturdy, well-engineered aluminum jeeps powered by storage
batteries. Eoch jeep will run 4 to 6 hours without recharging
the bottery. Equipment for rechorging over-night furnished.
At New Toledo Beach, five cors, one around every one and
one-half minutes, means 40 trips per hour per car or 200
fores per hour capocity. It will out-gross any other kiddie
ride.
. . BAGS.
See Concession for a complete line of:
POPCORN EQUIPMENT AND SUPPLIES .
WAFFLE MOLDS .
FLOSS MACHINES .
POPCORN . . .
Write for details
.
CONCESSION SUPPLY COMPANY
3916 Secor Rood Toledo 13, Ohio
62
The MODERN THEATRE SECTION
I

ak
1
Your Attendance and Profits Increase When You
^^PRODUCTS
RAMP IDENTIFICATION and
Answers your ramp lighting problems! Doublestrength
glass panels in heavy cast oluminum case.
Ramp numbers and "FULL" letters are fused on
glass in ceramic enamel; won't fade or peel. Lower
section contains floodlight, spreading a bean:
groundword to light romp entrance avoiding confusion
and accidents.
ENTRANCE
ENTRANCE LIGHT and
2 Types of Prefabricated
STEEL SCREEN TOWERS
TRUSS or BEAM— Both of these
types have been redesigned to provide
housing facilities in the base
which con be used for offices, storage,
living quarters or concessions.
All DIT-MCO towers designed and
built in strict conformance to American
Institute of Steel Construction
specifications. Will resist winds of
30 lb. per square foot equal to a 90
mph gale. Get prices and particulors
on DIT-MCO towers before you
buy—for maximum beauty, strength,
performance and utility.
DRIVEWAY FLOODLIGHT
4
II
^-Panels also available
for EXIT or Special
Wording.
ENTRANCE DRIVE FLOODLIGHT
40" Single or Double; 20 Single Face. Eliminates risk and "bottle-necks" at
important entrance and exit areas. Bright wording and arrows point the woy,
floodlight directs a beam groundword. An asset to you, a service to patrons.
Rustproof; baked Hammerloid enamel finish.
DIT-MCO STANDEE SPEAKERS
Please Patrons
For coverage of your playground and walk-in potrons'
seating, for rear ramps, for trucks and for
overflow crowds Cost olummum housing, 6 x9 ,
waterproof speaker, withstands weather and abuse.
Brass-Shaft wire wound quality volume control.
Con be preset to any desired volume, tamper-proof
The ideal speaker for the purpose.
DIT-MCO IN-CAR SPEAKERS Are Tops!
Senior: Absolutely unexcelled quolity. Superior volume
control. Transformer tapped for 2,500 and
7,500 OFIM impedance. Amplitude and faithful reproduction
of sound heretofore unknown in drivein
speakers.
Junior: Unexcelled at similar price No sacrifice in fidelity or quality of tone.
Workmonship and materials all comparable with the finest. Volume control.
Projector Lens Protector
PORTHOLE BLOWER
Keeps dust, rain and insects from
entering projection port. Assures
clean, flawless projection. Eliminates
need for optical glass in port
hole openings. Blower also acts as
on auxiliary exhaust. This muchneeded
booth accessory is of value
in indoor theatres as well as driveins.
Needed to keep rouge and
lipstick lint from women's handkerchiefs
out of booth and off delicately
coated expensive lenses.
All DIT-MCO Speakers fit I I'l" or 2" pipe
^" Whir I-Away
Brinas Biaaer f^
Brings You Bigger Crowds 1- •
like rowing a boot.
Pull on handles and round'n'round it goes.
Here's the most novel
and captivating playground
device in years!
Very inexpensive. Kids
will BEG parents to take
them to YOUR theatre
often if you have Whirl-
Aways. Build bigger attendance.
Rugged steel
construction, will last
for years. Splendid muscle-builder,
operates
See and Buy at These Well -Known Reliable Supply Dealers:
ALBANY, GA.
Dixie Theatre Service & Supply Co.
1014 N. Slappey Drive
ATLANTA, GA.
Copitol City Supply Co.
161 Walton St., N.W.
ATLANTA 3, GA.
Notional Tlleatre Supply
187 Walton St. N.W.
CHARLESTON 1, W. VA.
Charleston Theatre Supply
S06 Lee St.
CHARLOTTE, N. C.
Theatre Equipment Co.
220 S. Poplar St.
CLARKSBURG, W. VA,
Lovett & Co.
333 West Pike St.
DALLAS, TEX.
Modern Theatre Equipment Co.
214 South St. Paul St.
DALLAS 1, TEX.
Herber Bros.
408 South Harwood St.
DENVER, COLO.
Western Service & Supply
2120 Broadway
DETROIT, MICH.
Ernie Forbes Theatre Supply
212-214 W. Maltcalm
DETROIT 1, MICH.
National Theatre Supply
2312 Cass Ave.
FORTY FORT (Wilkes-Barre), PA.
Vincent M. Tate Theatre Equipment
1618-20 Wyoming Ave.
INDIANAPOLIS, IND.
Ger-Bar Theatre Equipment
442 North Illinois St.
KANSAS CITY, MO.
National Theatre Supply
223 W. 18th St.
LONG ISLAND CITY 3, N. Y.
Paromel Co.
40-18 Astoria Blvd. South
LOS ANGELES, CALIF.
B. F. Shearer Co.
1964 S. Vermont Ave.
LOUISVILLE 2, KY.
Falls City Theatre Equipment Co.
427-429 South Third
LOUISVILLE 2, KY.
Hodden Theatre Supply Co.
209 South Third St.
MEMPHIS 2, TENN.
National Theatre Supply
412-414 S. Second St.
MINNEAPOLIS, MINN.
Minneapolis Theatre Supply
75 Glenwood Ave.
OKLAHOMA CITY, OKLA.
W. R. Howell Theotre Supply
12 S. Walker St.
DIT-MCO, INCORPORATED
729 Baltimore Ave. Kansas City 6^ Mo.
PORTLAND, ORE.
B. F. Shearer Co.
1947 N.W. Kearney St.
SAN ANTONIO, TEX.
L. D. Glasscock Co.
Majestic Theatre BIdg.
SAN FRANCISCO 2, CALIF.
Walter G. Preddey
187 Golden Gate Ave.
SEATTLE 1, WASH.
Modern Theotre Supply,
2400 Third Ave.
Inc.
SHREVEPORT, LA.
Aton Boyd Theatre Equipment
P. O. Box 362
TORONTO, ONT., CANADA
General Theatre Supply Co., Ltd.
104 Bond St.
BOXOFFICE 63

j
'
'
iminate oH Cluster Light
Smg Fit
Potent Applied for
Cat. No. CLD-150 for 150-
watt lamps.
Cat. No. CLD-3S for 300
and SOO-watt mogul base
lamps.
Aluminum alloy. Completely
wired. Heatproof, weatherproof
gasket. Removable retaining
ring for easy socket
replacement.
Under A/[ Conditionsf
WHY AUSTIN GIVES YOU
THE BEST IN OUTDOOR
THEATER LIGHTING
No tAa'tnienance Problems!
No lamp breakage when you use the
Austin "Floating Socket" lampholder
— no broken lamp bases to remove
from live sockets — a job that calls for
a high priced electrical maintenance
man. Burned out lamps can be removed
intact by the porter because
they won't be broken or separated
from their bases.
Versaiile Fittings Permit
Flexible Installations I
Austin fittings arc- designed to give lampholders
the utmost flexibility of installation
— mount them in any position, in a variety
of combinations, under any conditions.
Used for Spot or Flood
CLD-150 Lampholder for 150-watt Par-38
spot or flood lamps.
CLD-.S5 for mogul base R-40 spot or flood
lamps.
CLD-56 for the new Par-56 300-watt 100,000
candlepower narrow beam lamp.
Write to Dept, OD for
Catalog on Mtre Line
Headaches]
with Austin's new
Accomodates Physical
Variations in
Assures Positive
Lamp—
Contact-
Eliminates Breakage
Floating socket moves forward
or side to side in an
eccentric plane to compensate
for variations in size
and shape of lamps, sockets
and castings. Insures tight
seal and positive electrical
contact.
A few of the many
that
Austin fittings
provide complete
lighting flexibility
Maintenance
For
Drive-Ins
by GEORGE M. PETERSEN
Points
The appearance of the landscaping
and the ramp area has a definite effect
upon the patron appeal of all drive-in
theatres. It is of vital importance, therefore,
that weed control be provided on
these operations.
Pest control should be employed on
the comparatively few operations that
are troubled with mosquitoes or other
pests.
Keep the exterior of all
buildings attractive.
A little paint does not cost
much but does wonders in the appearance
of the surfaces upon which it is
used.
Restrooms should be checked at least
every hour during the time the show is
in operation and they should be tidied
up whenever necessary.
Concessions and their equipment
should be kept immaculately clean. Merchandise
should be attractively packaged
and displayed.
All light sources should be constantly
watched and defective units should be
promptly replaced.
^^ ^ ^
In-car speakers should be checked at
frequent intervals and defective units
should be replaced.
^ ^ ^
Playground equipment should be kept
well painted and any items that might
cause injury to persons or clothing
should be promptly repaired.
Paint the screen area before the season
opening and at any time during the
season when such work is necessary.
^i «k ^
Ticket offices should receive special
attention from the maintenance angle.
No loitering around the ticket office
should be allowed.
Maintain the contours of all ramps
and make repairs when they are required.
Pi-ojection and sound equipment
should be kept in continual repair to
prevent interruption of the show.
^'
i
;l
lU 7K. '8. /4tMtiH Ca4H^«4Uf
NOKTHBKOOK, ILLINOIS
Designate one employe to keep a constant
check on all plumbing fixtures and
to see that all sewers are operating
properly.
(Continued on page 65)
II
64
The MODERN THEATRE SECTION
t

YOU CAN BUILD A DRIVE-IN
Continued from page 61
only remaining problem is the attraction
board.
Several of the larger sign contractors
throughout the United States have developed
stock types of attraction boards
that may be purchased at a very nominal
price. The majority of these boards do
make use of steel frames and since the sign
is an adjunct of the theatre, its erection is
a part of the project, and compliance must
be made with Order M-4A. If the addition
of the sign would bring the total tonnage
of steel on the job to more than the
prescribed weight, or if the cost of
the prefabricated attraction board is greater
than the exhibitor desires to invest, it
is a simple matter to design a wood board
that will be satisfactory.
We can now readily understand how
drive-in theatres may be erected under
NPA Order M-4A when they were practically
prohibited under the original NPA
Order M-4.
Razed Materials Count
It is
important for theatremen who plan
to use materials from a razed building in
constructing a new drive-in that the restricted
materials which they thus acquire
must be counted in the total of such materials
permitted by the NPA. That is, both
new and old materials may not exceed the
allowance of two tons of carbon steel and
200 pounds of copper.
Insure Drive-In Equipment
When It Is In Storage
Drive-in owners should be certain to
maintain insurance coverage on equipment
placed in storage warehouses during the
closed season. If the warehouse provides
insurance it should be so stated upon the
receipt.
MAINTENANCE POINTS
Continued from page 64
Maintain adequate insurance coverage
at all times. The courts are being
very liberal in awarding judgment in
personal injury cases.
Keep the shrubbery trimmed, the lawn
areas cut, and the flower gardens
weeded.
^ ^ ^
Have frequent inspections of all seating
facilities and check for pitch
pockets, splinters or other conditions
that might cause injury to a patron's
person or clothing.
^ ^ ^
Keep aU directional and other signs
freshly painted.
^ ^ ^
Train ushers to watch ramps for
empty bottles or other items that may
be discarded from the cars and which
may cause injury to a patron or to automobile
tires.
REPLACE
WORN SPEAKERS
WITH
STURDY, DURABLE
SPEAKER UNITS!
Ask your
Natio
NOW'S THE TIME!.., The time to
replace
car speakers battered through months of
hard wear with dependable,
weatherproof Speaker Units. Don't
delay! Place your order today
while stocks are still available.
NATIONAL

IL
A MUST for That Play Area
The one piece of equipment that
attrocts most!
j^^jps?
To be found in most of the better drive-ins.
Seventy-five sold to one major circuit within
the past few years end they are still buying.
HILL S
$140.00 FOB Grand Prairie, Texas
$130.00 less canopy.
PLAYGROUND EQUIPMENT CO.
6800 W. Davis St. Phone: Federal 0381
Dallas, Texas
RE-CONE SPEAKERS
and Have BETTER SOUND
at BIG SAVINGS!
WE SPECIALIZE in re-cone work. We rebuild any
size, any make loudspeaker. Strictly quality parts
and workmanship.
WE GUARANTEE every job. We play-test every
speaker before shipment and imprint our company
name and test date.
DRIVE-IN QUESTION CORNER
Continued from page 62
car instead of depending upon the carhops'
say-so. The exhibitors who use
this two-cashier system claim that they
earn the cashier's pay several times over
through the additional admissions that
are salvaged. It is my personal opinion
that, unless the exhibitor has a definitely
dishonest group of carhops, the
employment of the additional cashier on
normal nights is actually only an increased
overhead expense
Do you know of any steel screen towers
that have heen wrecked by the wind?
Yes! Two steel screen structures in
Canada and one in Ohio were totally
destroyed by the wind in 1950. Two
other steel screen structures were so
badly twisted that they had to be demolished
and rebuilt. When failure occurs
in any structure it does not mean
that the material is at fault. The failure
may be due, and probably was due, to
improper design or improper erection.
What type and size equipment would be
the most economical to use for shaping the
ramps of a 400-car drive-in theatre where
there is not much earth to be moved?
A grader, or pan, of about 10-cubic
yard capacity could be used for moving
the earth from one location to another.
A 60-hp bulldozer could be used to shape
the ramps. A motor patrol could be
used for the finishing of the area, and a
10- ton tandem roller could be used tc
compact the surface after it was shaped.
Will you advise me as to the most eco-^
nomical, and yet efficient, method of distributing
surfacing material over the ramp'
and drive areas?
The most simple method of distributing
surfacing material is known as "tailgating."
This operation consists of
locking the tailgate of the material truck
in a slightly open position, from four to
six inches, and then driving the truck
ahead and gradually raising the body.
A good driver can do a pretty fair job of
distributing in this manner. There is
also a device known as a "spreader" that
does a good job. This device is a wide,
shallow trailer that is connected to the
rear of the truck and the surfacing mai
terial drops into it in the same manner
as for tailgating. The spreader provides
a much more even distribution than does
the tailgating and the cost of renting
such a device would amount to only a
few pennies per ton of material handled.
Store Small Equipment
During Closed Season
All equipment should be removed from
the outdoor theatre's ticket office at the
close of the season. Change-makers, ticket
machines, adding machines, electric heaters,
electric fans, and other small objects
should be packed in boxes and moved to
dry storage. Windows and doors should be
tightly shuttered.
WRITE NOW for our LOW PRICES on various sizes
and all other details of our complete service.
WESTERN ELECTRONICS CO.
6220 Washington Ave., Houston, Texas
"Exclusively repairing dnve-in speakers"
For Better Service
And Higher Profits
EVERY DRIVE-IN THEATRE
NEEDS THE
n||rrrTrn|A a concession on whetls
DUrrClulxIA . .Hot and cold compartmtnts.
HOT BOX WARMER;o?.'R;furi;
PORTO-FOUNTAIN.. :^./SJin.T
Ask for descriptlye literature, prices and delivery
THE WALKY-SERVICE CO.
401 Schwciter BIdg. Wichita, Kani.
^
DRIVE-IN SIGNS
ILLUMINATED
MODEL F-20 S MODEL F-20 H
Stonding Type Honging Type
20 INCH LUCITE PLATE
Plastic Admission and Directional Signs
At Dealers Everywhere. Send for Brochure
Write
Today
Associated T. & R. Co., 354 W. 44th St., New York 18, N. Y.
MINIATURE TRAINS^ EVERY LOCATION
»«,SIZE...»«,CAPACITY...a^ PRICE RANGE...
THE WORLD'S FINEST BY THE WORLD'S LARGEST EXCLUSIVE MANUFACTURER
,i
OUTDOOR
REFRESHMENT i
Refreshment
SERVICE Service for
from Coast DRIVE - IN
to Coast
over
I '/4 Century THEATRES
SPORTSERVICE
CORP.
IPOITSinVICI IIDO. . lurPAio, N. Y.
66 The MODERN THEATRE SECTION

CHECK LIST FOR DRIVE-IN OWNERS
22 Points of Good Drive- In Operation
by GEORGE M. PETERSEN
The facilities and type of service provided
for your patrons have a very definite
effect at your ticket office.
Cashiers and ushers must be pleasant
and agreeable to the patrons even
though the latter are unreasonable.
^ ^ ^
Permit no employe other than the
manager to settle disputes between the
theatre employes and the patrons.
Provide adequate directional signs
and a sufficient number of ushers to
direct traffic from the ticket office to
the parking ramps.
Establish a "Code of Behavior" for
your patrons and insist that the code
be enforced.
Use good judgment in arranging your
programs. They must appeal to the
children and the adults as well.
Watch your concession operation and
the merchandise it
sells.
Keep your pass list to a very minimum
so that your passes have some
value to the recipient when they are
issued.
^ ^ ^
Use giveaways in an intelligent manner.
An excessive use of these premiums
not only cheapens your operation as a
theatre but has a tendency to create the
idea that you have a substandard operation.
Make use of a monthly bulletin for
your coming attractions and have one
placed in the hands of each patron.
^ ^ ^
Establish fair and adequate admission
prices and see that they are maintained.
Do not be panicked into cutting admissions
because of a few days of poor business.
'k ^ ^
Maintain a legitimate and dignified
operation at all times.
^ ^

I
PROJECTION AND SOUND
MEN IN BOOTH ii
CAN PROJECT
d
THEATRE TV
i
Regular Projectionists
Are Expected to
Replace Factory Men
This tube-to-film system mode by Paramount may be operated in a room close to the projection room if
space is limited. The units, from left, are the high definition television monitor which receives the incoming
camera signal; the 12,000-foot film magazine for two hours of recording (above) and (below) the single
system, shutterless motion picture camera focused on monitor screen; and the sound-on-film recorder.
Next, are the developing tank, fixing tank, washing tank and high-speed dryer from which the film is
put on a reel or fed directly to the standard theatre projector.
resistance coils backstage.
These coils have
to build the current up to 60,000 volts or',
more.
,
The regular projectionist can focus thej
projector from the booth. Theoretically no'
other attendants should be necessary, but
they are there. The stagehands watch the
rROJECTING TELEVISION pictuies
on theatre screens is so much like projecting
films that the regular theatre projectionists
probably will take it over completely,
as the TV installations increase.
Some 50 projectionists from scattered parts
of the country have already taken courses
in operating the RCA equipment, and these
are the nucleus of a teaching staff for further
installations.
The courses were given at the RCA plant
in Camden, N. J. These were confined, of
course, to the direct projection system.
The tube-to-film systems made by both
Paramount and General Pi-ecision Equipment
Corp. also are operated by the regular
theatre projectionists.
Where space is limited, the Paramount
apparatus can be operated from a room
close to the projection room. The film can
go through a hole in the wall after being
photographed from a TV receiver and developed
in less than a minute, or it can be
wound on a reel. This, so far, has required
the services of two or more men.
Nobody is ready to predict how many
men it will take to put on a combination
film and television program in a theatre.
The process is still in the trial and error
stage.
To date the companies that make the TV
apparatus have had factory experts at
every showing to make sure things run
smoothly. Only the factory experts know
the details of the apparatus and they are
the only ones who can end blackouts in a
hurry. There have been a number of these.
The engineers and their employers learn
something from every show. The Paramount
tube-to-film apparatus has been
reduced in size since it first went into use
in New York. Profiting by this, General
Precision turned out a 16mm tube-to-film
projector that is not much larger than a
standard film projector.
RCA apparatus usually is in three places
—control board in the projection booth;
projector, which looks like a small barrel,
fastened inconspicuously on a balcony, and
backstage apparatus and a factory elec-
•
trician watches the complicated apparatus,
in control cabinets.
Paramount began its experiments with
the tube-to-film apparatus at the Paramount
Theatre, New York, and had a large
crew working on it, including electronics
engineers. The apparatus has been simplified
and reduced in size so that the biggest
•
feature of it now is a magazine that holds
;
12,000 feet of film. It still takes several
men to handle it, including a film laboratory
technician who watches the film developing
apparatus as it works at high
j
speed.
;
General Precision made a 16mm version
(Continued on page 67B)
At left IS a view of RCA's audio-video amplifier
I
racks. The operator can watch the clarity of the
screen picture in the rectangular screen at chest '
level. Above is the RCA theatre television projector.
This tube points toward the back of the apparatus
and the picture is mainified on a carefully ground
mirror which reflects toward the screen 60 or more
feet
away.
j
67-A The MODERN THEATRE SECTION

SCREEN COATING
DRIVE-IN
TYPE
:i
I
jD V
tt:
t
ARCTIC
BLANCH
Also Interior
— e —
Known From Coast
to Coast as the
test
Availobic
— —
You Take No
Chance
with
"Arctic Blonch"
NATIONAL 1HEA1RE SCREEN REFINISHING CO.
129 Zenner St. BuHolo 11, N. Y.
*
M
THE PRACTICE OF
AWAY
THROWING
^/CARBON STUBS
IS
PROBABLY COSTING YOU
THOUSANDS OF OOLLARS
T*k> ^ fxt ^ t-M
> All l««p N^kndbLl/..«»J »4.i4^lf the top is a view of General Precision Laboratories' rapid film processing tube-to-film theatre television
projector. Beneath is a diagram of the system, showing the video recorder, rapid processor, and the 16mm,
46 amp. arc projector.
THEATRE
TELEVISION
Continued from page 67A
of the Paramount apparatus and one of
these is in operation in Pittsburgh. It is
so small that it can be operated in a regular
IT'S MOVIETIME U.S, A.
projection booth.
As with other machines,
factory men have been on hand when it
has been used, but the hope is that the
regular theatre projectionists will be able
to take over after the first nervousness
subsides.
(Continued on page 67C)
THE CRON-O-MATIC
Fully
Automatic
CARBON SAVER
uses stubs of all lengths without any prenaration. It's no
longer necessary to guess whether or not a carbon stub
full reel. No matter how short il may be.
wilt burn
simply
a
insert in the holder. When it is entirely consumed,
the new carbon goes into use without losing the light. It
in no way interferes with the reoular operation of the lamp.
Adaptable to Ashcraft "D." Brenkert-Enarc. Peerless Mainarc
and Strong Mogul lamps. Only 552-50.
PAYS FOR ITSELF 3 TIMES A YEAR!
Burns positive carbon stubs, which usually average 31'^" in
length, down to a constant length of ^4" *o result in a net
saving of ZYz" per carbon or 22.2^^ of the cost of the
carbon, which for the average theatre actually amounts to
$150.00 per month . . every month!
.
If your equipment dealer cannot supply you. order direct.
Dealer Inquiries Invited
10!"
PAYNE PRODUCTS CO., Cron-O-Matic Division
2455 W. Stadium Blvd., Ann Arbor, Mich.
( ) Please send literature on Cron-O-Matic Carbon
Saver.
( ) Please ship Cron-O-Matic Carbon Saver
Name
( ) C.O.D.. including postage.
( ) Remittance herewith.
Theatre
Street
SEATTLE • PORTLAND ' SAN FRANQSCO • LOS ANGELES
City & State
FVDOT9T
Frazar & Hansen, Ltd.
LtAr\Jrii San Francisco. New York. Los Angeles
•ioa'-
BOXOFFICE 67-B

IL
PROJECTION AND SOUND
Develops a Helpful Idea
In Positive Carbon Savers
by CHARLES J.
FLEMM
fii'o Theatre, Camden, N. J.
About six months ago my manager
brought me a new idea in positive carbon
savers, and asked me to try it out. He said
I could burn carbons down to about one
Inch or less. It consisted of a positive 7mm
carbon holder and guide. The first I tried
out had a few bugs. It was also a little on
the light side, and did not work out too
well. After trying it for a couple of months
I suggested that he have another one made
up of heavier metal.
I tried the new model, and I must say
it was a very big improvement. My carbon
saver now works fine, and I can burn my
butts or stumps down to one inch. Butts
are all uniform in size. I would say it has
cut down our carbon costs on positive
carbons quite a bit; just how much I
don't know. I do know that I do not have
to throw away butts that are two or three
inches long any more. I am using the carbon
saver in a Peerless Magnarc lamp: our
carbon combination is 7mm positive and
6mm negative.
I will try to explain how it works. First
the carbon guide is replaced with one that
comes with the saver. After it is installed
in the lamp it operates as follows: first,
you set your regular carbon in the same
way as if you did not have the carbon
saver. This is done by striking an arc and
obtaining an image on the image card. As
the butt burns down to about one inch the
regular carbon is being pre-heated and as
the butt and saver go through the guide.
ss-rs.
THEATRE TELEVISION
Continued from page 676
All theatre TV showings to date have
been high nervous tension events insofar
as the projectionists and the factory representatives
have been concerned.
The dials on some of the apparatus look
like the instrument board of an airplane
pilot's cabin and require just as much concentrated
attention.
In the course of time it is expected that
Century Projector Corp., which will handle
the sales of the Paramount apparatus, will
have an experienced service organization.
RCA is working in this direction, too.
More new equipment is on the way. Trad
Television Corp. of Asbury Park, N. J., had
its first installation operating at the St.
James Theatre, Asbury Park, September
12. It blacked out during the show, but
was put back into action.
Operators, laboratory technicians, electronics
engineers and stagehands have all
worked harmoniously together so far. It's
a new field and they want to see it develop,
but it hasn't reached the stage yet where
there is anything routine about the operation.
By the end of the year the projectionists
may have to take courses in another new
apparatus—the Eidophor system—which
20th Century-Pox intends to introduce.
the saver drops down in an opening in the
guide and the regular carbon falls right in
place to a perfect image on the card. The
regular carbon keps burning until the end
of the reel. There is hardly any reflection
in light that is noticeable to the audience.
I find this the best carbon saver I have
ever encountered.
You Can't Buy
A GOOD
Rectifier
for Less!
Strong Rectifiers are
the only rectifiers on itie
market which are especially
designed, manufactured
and tested in one plant together
with and Jor use with motion picture projection
arc lamps. This is highly important, as
efficient operation of each type and rating of arc
necessitates a rectifier specifically engineered to its
particular reriutrements.
There is a dependable Strong Rectifier for every type
projection lamp: 2-TubB • 4-Tube • 6-Tube • Single
and Three Phase Models for
• Rotating Feed Angular Trim High Intensity
. Copper Coated Coaxial High Intensity
. 1 K.W. High Intensity
• Low Intensity
All assure smooth output current, long life, low operating
temperature, and flexibility in
control.
THE STRONG ELECTRIC CORP.
CITY PARK AVE. TOLEDO 1. OHIO
PROJECTION LAMPS
SPOTLIGHTS • RECTIflERS* REFLECTORS
Light
V^i^ Diffusing
Vinyl
Surface
SUPER-LITE
SCREEN
Uniform Light
To All Seats
CLEARER-BRIGHTER
LARGE SCREEN TV PICTURES AND REGULAR
PROJECTION
SHIPPED FOLDED OR ROLLED
Deolers
All
VOCALITE SCREEN
CORP.
Roosevelt, N. Y., U.S.A.
The GRISWOLD
is
the SPLICER to buy
GRISWOLD MODEL R-2
Your best buy for 35mm films.
For details and
write our National
prices,
Distribu
^A/Qii/ma3a?R0DucJS corp
330 W. 42nd St.. Now York 18, N. Y.
Kur over 3.S Years the GRI.SWOLI) splicer
lias been the favorite with prujeitionisis
the world over. They know from ixpiri
ence they can spliee wilh the (lUI.SWOl.l)
in a matter of seconds and he .sure of a
perfect splice on a frame line evei7 time.
I'hey know, too, that ihe precision-built,
all metal CKISWOI.l) «ill last a lifetime
and never j;o \\ron;;. \sk your projcctitm.
GRISWOLD MACHINE WORKS
DEPT. B, 410 MAIN ST., PORT JEFFERSON, NEW YORK
Patentee, orielniil and .sole maniiructiirer of genuine GltlSWOI.I) Spllrcrs.
67-C The MODERN THEATRE SECTION

sen»«
,\oV»««
^ot
^^-^^
cr«»** ''"'^
THE STRONG MIGHTY '90'
75 TO 130 AMPERE PROJECTION ARC LAMP
PUTS MORE LIGHT ON YOUR SCREEN
REGARDLESS OF HOW LARGE! -AND,
AT FAR LESS COST
THAN ANY OTHER TYPES OF BIG LAMPS!
YOU CAN'T GO WRONG WITH A STRONG!
As the only lamps produced complete within one factory.
Strong lamps can be engineered to obtain . .
THE HIGHEST EFFICIENCIES EVER ATTAINED!
That's why more dealers sell Strong-made lamps than any other
make. As the
WORLD'S LARGEST MANUFACTURER
of projection arc lamps, Strong has a line that includes lamps
especially designed for the
FINEST SCREEN RESULTS
under every condition. Each assures long, dependable service.
Exclusive
Lightronic automatic focus control.
Big W/i" reflector, the largest used in any lamp, matches
high speed f/1.9 lens.
Forced air cooled feed mechanism. Low operating temperatures.
Rugged burner mechanism.
Bi-Metal Lightronic tuhe controls both carbon feed motors.
Air stream arc stabilization. Complete combustion of black
soot. White deposit on reflector prevented.
Unit construction permits instant removal of major com-
^
Send coupon today for free lileralure
HE STRONG ELECTRIC CORPORATION
Toledo
11 City Park Avenue
2, Ohio
( ) I would like a demonslralion of the Strong Mighty 'JO' in my theatre without
cost or obligation.
Please send free literature on the ( i Mighty '90'; ( )
Mogul Lamp; i
Lamp! ( ) slrong Arc Spollamps; ( ) Strong Incandescent Spotlights; c )
Ulilily
Strong
.
Rectifiers; ( ) Strong Reflectors.
Cm*-ii> -W* »» STRONG -UtfiOMe > (ufi^.
ponents.
NAME
THEATRE-
/ \ STREET-
CITY ( STATE-
(m
BOXOFFICE
67-D

PROJECTION AND SOUND
Here Is
How to Check the Equipment
WHEN TROUBLE STRIKES
IN
YOUR BOOTH
riow WELL DO YOU know your equipment?
Do you know where the fuses are
located—how to quickly check for trouble
in the amplifier, speakers—sound lens setting—speed
of projector, etc? Knowing
your equipment is very important if you
want good results. I cannot too strongly
emphasize that every projectionist should
be thoroughly acquainted with all the
equipment under his control. A block diagram
is necessary for quick checking of any
sound system for trouble. It is best to establish
a systematic routine when searching
for trouble. First, know where all your
fuses for the amplifier, projection room.
by WESLEY TROUT^
poor contact or dirty contact. Let us next
check all the connections from soundhead
to amplifier to be sure they are okay. Keep
wiring clean and connection tight. Did you
(Continued on the next pagei
Trouble in the Soundhead?
Here's What to Do:
1. Trouble in the soundhead is sometimes due to
a defective P. E. cell, exciter lamp out of focus, dirt
or oil on the sound lens, exciter lamp not burning or
filament sagging. Check P.E. cell voltage. Keep all
connections tight and free of oil.
2. The next unit is the pre-amplifier. See if input
tube or tubes are okay. Most of the modern amplifiers
have meters and you can quickly tell if a circuit
is all right, but check tubes as explained in the
accompanying article.
3. Check the power unit of the amplifier, tubes,
connections, resistors, condensers and see it tubes
check okay and voltages ore correct.
The next check is bock stage where the speakers
are, if everything is oil right in the projection booth.
Your trouble there might be in the crossover box,
poor connection, defective speaker field, etc.
rectifiers or motor generator set are lo-
Let us check first and see if the exciter
lamps are lit. Remove film and check, with
small white card, if light is coming through
Systematic checking is the quick way (o locate
trouble, and the units to check, as indicated in the
above photograph, arc the soundhead, the preamplifier
and the amplifier power unit. If all of these
arc all right, the next check is on speaker lines and
speakers. The above booth, with Motiograph pro-
"Engineer-Manager, Convonlion Hall, Enid, Okla.
cated. If the sound system suddenly goes
dead, check the fuses; the same, if the
rectifiers or generator set quits. If your
power is okay to whatever equipment goes
dead, then the trouble boils down to locating
the unit in which the defect exists.
sound lense to the P.E. cell. This double
checks the exciter lamp for correct alignment
and .shows if there is any obstruction
cutting light, or part of it, off. Now operate
fader or changeover switch several
times in order to eliminate any possible
check P.E. cell voltage? Now if you find
everything okay with the soundhead, let's
check the amplifier. Turn up the volume
lecton, located in the Ross Theatre, Evansville, Ind.,
A
background
of varied experience
in the theatre
business particulary
in projection
qualifies
Wesley Trout to
write with authority
on solutions
to the
problems that
beset the man in the booth.
His show
business days date back 25 years to
Clinton, Okla., where he managed a
theatre. In addition, his experience includes
projection, ushering, advertising
and publicity and management. He
has authored several books on servicing
equipment, including sound. His
articles on projection and/or sound
will appear in regular issues of the
Modern Theatre Section of Boxoffice.
is exceptionally well laid out. Note the fire shutters
are fused, and all connected on one master pipe, the
observation ports are of ample size, the projection
ports are standard size with glass to keep noise out
of the auditorium. Under each lamphouse is a container
for carbon stubs, and changeover switches are
ideally located on the base of the projector pedestal.
r
.-dllie
^*tt
'i%
68
The MODERN THEATRE SECTION
r'TF

I
i
etc.
I
; about
1 the
JM
WHEN TROUBLE
STRIKES
Continued Irom preceding page
half way, now gently tap first input
tube.
This should produce a thump in
monitor, indicating trouble may be in
input circuits. When I say trouble in the
j
input circuit, I mean you may have a dead
tube, faulty connection, shorted condenser,
If your tubes light up, this does not
mean that they are always okay. A positive
check on tubes is the tube checker,
of course. A check on circuits, condensers
and resistors is an ohmmeter. Voltages
should be as recommended by the manufacturer.
Replacement parts should be
same values as recommended by the manufacturer.
SOURCE OF SPEAKER TROUBLE
In general, trouble in stage speakers or
crossover will be evident by normal signal
from monitor 07ily. If your monitor and
stage speakers are all dead, your trouble is
in your amplifier or speech line going to
the amplifier and speakers, or in the crossover.
If a separate field supply is used for
speakers, it could be in the field supply.
Generally, PM speakers don't give you
trouble. The thing to do is to try to tie the
trouble down to some specific unit in the
system. Don't try to guess, as you will
waste time. A cool head and quick thinking
is needed when trouble occurs.
On many service calls I have found the
cause of low volume, distorted, fuzzy sound
due to oil and dirty sound lenses—in some
cases, the sound lens out of focus. In
some cases where oil got in the lens barrel,
the only cure was lens replacement and the
one with oil sent in to the factory. That
is why I have always emphasized in all my
writings that projectionists keep their
mechanism and soundheads clean and as
free of oil as possible. Don't drown your
soundhead or projector with oil. After
oiling, wipe all surplus oil off with a clean
rag.
TEST TUBES EACH MONTH
Tubes should be tested regularly if you
want good, sharp sound.
It is a good idea to
test tubes once a month, and if you find
one registering poor, replace it. Keep the
tube prongs clean and bright—see that
they fit snug in the socket. Take a small
orange stick and prod gently around the
wires, with the amplifier on, and if you
hear a cracking, you know you have hit
a poor connection.
In later articles in Modern Theatre, I
will tell you how to test condensers, resistors,
etc. I might say this right here,
to check an amplifier for a bad stage,
simply start with first tube by pulling it
in and out. You will hear a clock in the
monitor if the stage is all right, if you
don't, you know you have found a dead
stage. Don't pull your rectifier tube—check
it in a tube checker first before you start
checking the others.
If you find a dead or
defective stage, check the voltage first,
then the condensers, resistors, etc., until
you find the defect. More about this in
later
articles.
(Continued on page 70
6 6.
iimxwovtiim
2 Franklin Avenue
Brooklyn 11, New York
FIVE POINT PEDESTALS
18" DELUXE TYPE MAGAZINES
Hand Rewinds
Rear Shutters
for Simplex
Replacement Ports for Simplex, Powers
& Motiograph Projectors; and Peerless
Magnarc & Low Intensity Lamps.
EDWARD H. WOLK
1241 S. Wabash Ave. Chicago 5, Illinois
^^^^^^MW^MM^^WSrf^^^^rf^^^^^^^^^^^^w
b.a;
(BOXOFFICE
APPEAL)
snvmi SKiiiMiiTB
ipAx^'eetlw/ AmieA-
• GREATER LIGHT • GREATER CONTRAST • GREATER SHARPNESS
Watch your "B. A." climb when you install Super Snaplite
Lenses. Give your patrons the benefit of pictures at their best.
You can't beat the Super Snaplite f/1.9 when it comes to
putting a clear, sharp picture on your screen.
Super Snaplites give you a true speed of f/1 .9 in every focal
length up to 7 inches. Ask for Bulletins 207 and 209.
"You Gef More Light wiih Super Snaplite"
i:oirpoitATioK
TABLES
45" or 60" long
CABINETS
Units of 2 to
12 sections
Projection Booth
TABLES & CABINETS
Made by GOLDBERG BROS. Denver, Colo.
Aflk Your D*aUr
BOXOFFICE 69

RCA Service protects your Box-Office
—By guarding
the HEART
of your Theatre
WHEN TROUBLE
STRIKES
It costs so little
The advantages of RCA
Service are yours at a
cost so low, a few admissions
daily pay for
it. Write for complete
information.
to protect so much
Oound and projection equipment (the
heart ofyour theatre) will wear out through
continuous performance, unless the equipment
is protected by periodic checkups
,
and preventive maintenance.
Guard your equipment . . . protect
your box-office with complete RC AService
Coverage. RCA Service is more important
today than ever before.
The possible scarcity of new sound and
projection equipment . . . even replacement
parts . . . makes it important that
you protect the life of the equipment you
now have. Coming events may require
you to keep your equipment in operation
for a much longer period than you plan.
Prepare now for the future while replacement
units are still available.
RCA Parts Plans cover all makes and
types of theatre sound equipment, as
well as projectors and accessory units.
RCA Service protection is more vital
today than ever before.
/?C9 SERVICE COMPANY, INC.
A RADIO CORPORATION ofAMERICA SUBSIDIARY
CAMDEN, NEW JERSEY
SAVE MORE ON CARBONS
Paients Pending
CAU CARBON COUPLERS
Let You Burn All the Carbon
"T/iey're
Expendible"
The most popular carbon saver. Used by more
theatres thon ALL other makes COMBINED.
'^
Full
Refund
If not 100°c
Satisfied
At all progressive supply houses.
Per Hundred, postpaid: Not Pocked in Mixed Sizes.
6mm $2.00
7 or 8mm or 5/16 Inch $2.50
9mm $3.00
No worrying about injury to higtl
priced carbon savers.
Burn 'om up, you still profit.
70
Most economical carbon saver you ever used!
CALI Products Company
3719 Marjorie Way Sacramento 20, Calif.

. . And
. . buy
The catalogs contain much use-
facturers.
ful information for projectionists interested
in constructing sound equipment of
their own.
A "rock-steady" picture can be obtained
only when the intermittent movement is
good repair. Needless to say that "undercut"
intermittent sprocket will cause the
picture to jump. A worn cam or starwheel
will cause unsteady picture. A sprung starwheel
will cause picture to jump very
badly.
CARE OF POWERS PROJECTORS
There are still quite a few Powers projectors
used so let me give you a few tips
on repairing this type of movement. First,
if parts are worn very much, it is best to
install parts needed to secure a good adjustment
and steady picture as well as a
quiet running intermittent movement.
Under-cut sprocket should always be replaced
immediately. If cam and pincross
are in fair condition but noisy, a new set of
666-C rollers can be installed and this will
correct the trouble, but sometimes it is
necessary to replace both the cam and pincross
in order to secure a good job. If the
movement leaks oil, take cover off intermittent
case and clean and install new
gasket; check time cam shaft where it
goes through the case and if much play
here, oversize shaft can be purchased, and
the bearing reamed out slightly with a
straight-end reamer. If worn too much it
will be necesasry to have a machinist install
new bearings in order to correct the
trouble.
Before we go any further, let me say here
that it is very Important to remove endplay
in the sprocket so that you will not
have "side-play" in the picture on the
screen. A little will do no harm, but it is
better not to have any. Some movements
have a collar at end of starwheel for this
adjustment. Sometimes this is caused when
the holes in the intermittent sprocket become
worn and it is necessary to install
new pins. From your local supply house
or manufacturer you can secure a small
reamer and ream the holes out slightly and
install new pins. This will correct the
trouble.
ADJUSTMENT OF SIMPLEX BB
in
wheel and cam gears fit too tight, it may
be necesasry to "grind" them a little until
they turn freely. Use Arkansas Powder
mixed with oil for this job. Mark parts so
they will go back in same places after you
have washed them good with gasoline.
Every speck of grinding powder must be
washed out of the case and parts.
Spare intermittent should be kept on
hand so you can take your time repairing,
or so you can send it into your local supply
house. The "heart" of the projector
is the intermittent!
I strongly recommend that you send
your intermittent in to your dealer as he
has the tools, parts and knowledge to do
a good job, but for those who want to do
their own repairing or Install sprocket,
the above data will help them to do a better
Job and understand better what to
do.
A dark spot on the screen may be removed
by a mirror adustment, either up
and down or from side to side. If this adjustment
removes the spot from the center
of the screen and doesn't affect the Image
at the center, the mirror and crater positioning
are correct.
If the reflector adjustment removes the
dark spot from the screen center and replaces
it with a dark border or corners on
the screen, the entire lamp Is too far
back. Push It forward to reduce distance
from aperture to reflector and Increase
the span of the rays at the aperture.
Quality-Performance- Economy
Complete
tine
The
Barontyne
includes;
Royol Soundmaster
single and double
channel amplifiers
Royal Soundmaster
Saundheods
Ba'lonfyne Model
"BW" Projectors
Soundmaster Bases
Lightmoster Model
4570 Projection
Arc Lamps
Lightmoster Rectifiers
in complete ronge
of sizes
Motor Generotors
Two-Woy Horn
Systems
Let us next take up the adjustment of
Simplex BB movements. As to under-cut
sprocket, install new. If cam or starwheel
are badly worn, install new if you want a
steady picture. If the movement needs adjusting,
first loosen but do not remove the
six screws which hold the cover of the
casing. It is taken for granted you have
removed the intermittent from mechanism
and placed it so the oil spout is straight
up. By loosening these six screws the
weight of the loosened cover will push the
star against the cam by gravity. This will
be the correct adjustment. Now carefully
tighten each screw just a little at a time
until all six are tight. If you want a quiet
running movement, the cam pin must fit
the slot of the starwheel snugly; the shafts
must fit snugly but not too tight. If star-
BOXOFFICE
THE COMPLETE LINE OF SOUND AND PROJECTION
EQUIPMENT FOR INDOOR AND OUTDOOR THEATRES
Regardless of what you pay you can buy no finer equipment
.
you can buy it now on easy budget terms.
Simply choose the equipment you need it a piece
.
at a time, adding whatever you want WHEN you want it.
Start acquiring the equipment you need, now, wi hout a
financial strain on your operating budget. Write for
details on this easy budget plan.
Complete sound
systems
Magazines, screens
and a complete line of
accessories
Everything for the
drive-in theotre including
Batlantyne's
famous in -a- cor
speaker . . . the finest
you con buy regardless
of cost.
THE BALLANTYNE CO., 1707 DAVENPORT ST., OMAHA, NEBRASKA
71

Ike (lix^t
PROJECTION AND SOUND
A Veteran of the Flicker Era
CAN
DO
WONDERS!
a RAYTONE Screen
and PROJECTION
OPTICS Lenses
And Still
In
Booth
Condition
il
Think of it! One screen for Television
and Regular Projection. Performonce
Specificotions that CANNOT Be
Topped—And No Premium Prices
Asked. See Your Local Dealer!
INCREASE r* v^
'''''
^M-if
TRANSMISSION ^>

(T
•«se**
,i.elS«SS*
THE PROJECTIONIST'S
PROJECTOR
Designed, engineered and built by projection
specialists, the Motiograph Model "AA" Double
Shutter Projector is recognized as the world's
finest— the proven projector that can be guaranteed
for a full year. It comprises all those
features which projectionists consider necessary
for dependable performance, simple, trouble-free
operation and ease of maintenance.
• A ROCK-STEADY PICTURE
• MAXIMUM SCREEN ILLUMINATION
WITHOUT FLICKER OR TRAVEL GHOST
• SWEET, SMOOTH, SILENT, COOL
OPERATION
• UNBELIEVABLE RESISTANCE TO
WEAR
You'll be glad for years when you buy Motiograph
projectors. They last practically forever, assure
the lowest overall cost.
For convincing proof, request free demonstration.
Sold through carefully selected dealers.
For free tiferafure address
ifl
America's Oldest Manufacturer of Projection Equipment
4431 W. Lake St.
Chicago 24, III.
EXPORT DIVISION (Except Canada)
,
FRAZAR & HANSEN, LTD., 301 Clay St., San Francisco 11, Calif.
fllOflOfiflflP}]
\
ROJECTORS • SOUND SYSTEMS*- PROJECTION LAMPS • IN-CAR SPEAKERS MOTOR-GENERATORS

i
Iki
GENERATOR SETS Ask Your THEATRE SUPPLY
Ten Maintenance Memos
For Projectionisfs
I. Have you set up a regular program fc'
checking each individual loudspeaker mr
for volume, quality and freedom froi
noise?
2. Do you ever find yourself tempted t'
AVOID
COSTLY
take carbon tetrachloride from a fire ex
tinguisher for cleaning purposes? Why no
order a supply of it and avoid the risk o
finding the extinguisher empty whei
needed?
irn "HS" TRANSVERTER

I
FOR THE BIGGEST SCREENS it's ASHCRArT
BIG-POWERFUL-EFFICIENT
^^iupepHIGH
FOR THE LARGEST SCREENS
85 TO 110 AMPERES
ROTATING
CARBON
16 INCH F:1.9 REFLECTOR
WATER COOLED CARBON CONTACTS
Distributed by:
INDEPENDENT THEATRE SUPPLY DEALERS
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FOREIGN: WESTREX CORP.
THE NEW
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HYDRO -ARC
USES FULL 20 inch 9mm CARBON
75-85 AMPERES
15 INCH HIGH SPEED REFLECTOR
WATER COOLED CARBON
NON ROTATING
THE HYDRO-ARC IS NOT A CONVERTED 1935 SUPREX
TYPE LAMP BUT A 1951 MODEL BUILT ESPECIALLY
FOR LARGE THEATRES AND DRIVE-IN'S.
COMPANY
cs.A!
:^MANUFACTURING
36-32 Thirty-Eighth Street
ARC LAMP SPECIALISTS for more fhan a quarter century
Wrife for lafesf dafa on this lamp
Long Island City 1, N. Y.
BOXOFFICE
75

j
PROJECTION
AND SOUND
Four Well-Planned Projection Rooms in Recent Theatres
1^ Shown at top left is the projectioi]
booth of the Sunset Drive-In The
atre, Brunswick, Go., where Motio
graph projection and sound equip
ment is featured in a room the,
shows good planning.
The upper right photograph show;
part of the all-concrete booth ol
(he Vogue Theatre, Halifax, N. S
Each Simplex projector has a light
right above the mechanism in addition
to the general ceiling light.
The fire extinguisher is on the front
wall, where it should be in case of
fire in the upper or lower magazine
or mechanism.
In the lower panel, left, is the projection
room of the Roxy Theatre,
Billings, Okla., which has Century
projection mechanisms and Ballantyne
soundheads. The magazines
have Super Snap-Lite lenses..
The Center Theatre, Omaha, Net./
has installed Ballantyne projection
and sound equipment in its booth
as shown in the lower right
picture. It is interesting to note
in this, as in all these photographs,
the immaculate condition in which
\
the booths are kept.
Old Type Lens
For STEADY PROFITS you need
TODAY'S FINEST SCREEN IMAGE
I
Replace NOW with B&L Super Cinephor Lenses . .
for Steady Patronage
Keep your patrons coming back! Don't let dim, eyestraining
screen images cut profits. Show today's
sharpest, brightest pictures . . edge-to-edge brilliance
and contrast . . . with B&L Super Cinephor
lenses.
76 The MODERN THEATRE SECTION

^
'""-Mr,
RE-SEATING
American
Bodiform Chairs
have most
patron appeal!
Empty seats assume safety-fold
'74
JNew comfort, new beauty, new
convenience, all
add up to new patron
appeal—when you re-seat with
American Bodiform Chairs.
Luxuriously restful.
Amazingly
durable.
Many installations are
over ten years old and
are still
in excellent
condition. Automatic
¥4 safety-fold facilitates
ingress and egress, reduces
housekeeping costs.
Grond Rapids 2, Michigon • Branch Offices and Distributors in Principal Cities
Manufacturers of Theatre, School, Church, Auditorium, Transportotion,
Stadium Seating, and Foldirtg Chairs
u. /
WORLD'S LEADER IN PUBLIC SEATING
American Bodiform Chair No. 16-001
with No. 119 Aisle Standard
BOXOFFICE
77

j
'
;
INTERIOR
DECORATING
5. Should wallpaper be used in the lounges
and powder rooms?
Most definitely. There are thousands of
papers from which to choose — dainty
feminine patterns, bold plaids, and amusing
conversation prints. The problem here
;
There's a Pattern to Solve Virtually
Every Decorating
Problem in
Vf^lLPA
XIS^
'#.-«*
Here Are Fifteen Questions and Answers That Tel
What Wallpaper Can Do for Your Theatre
7. Why is wallpaper suitable for theatres?
Wallpaper is the most effective means
of getting a really decorative effect and
providing an interesting background for
the various sections of theatres. It is easy
to care for, economical and simple to install,
and gives character to any theatre
whether it be very small or extremely large
and majestic.
2. Where should wallpaper be used in theatres?
Wallpaper is most effective in the lobby,
the main sections of the theatres, along
the stair cases, on the ceilings, in lounges
and powder rooms, and in the management
offices. In fact, there is a wallpaper
suitable for every section of the modern
motion picture or legitimate theatre.
by CATHERINE BLONDIN
nondistracting. The design should be an
all-over motif in subdued colors to provide
the most suitable background for any theatrical
presentation. Architectural types
of papers are good here as are the marbleized
or leatherlike papers. All-over
foliage designs or those which resemble
jacquard damasks will make excellent
choices. In a slightly higher price bracket
are the flock papers or velours. These are
remarkably similar to cut velvets and come
in many luxuriant colors. They create an
aura of opulence—a veritable jewel box
even in a small area.
is one of selecting the most suitable for | !
your own locality out of the thousands {
available.
6. How will wallpaper help in planning the
whole decorative scheme of a theatre?
The easiest way to be sure that the colors
used in any decorative scheme are harmonious
is to select the wall paper first.
The walls are the largest area in any auditorium
and keynote the entire decorating
plan. The artists who design and color contemporary
wall paper have spqnt years in
studying the most effective ways of combining
various shades and colors, and
manufacturers take infinite pains to see
that the finished product has the exact
tones desired. Rely on the talents and
|
skill of those who make the wallpaper and
you will have no trouble in decorating your
theatre with a pre-tested compatible color
scheme.
Once you have selected the paper,
choose the furnishings for the rest of the
space. Woodwork should match the ground
color in most cases, however, this certainly
is not a hard and fast rule. Any compli-
'
mentary color found in the paper may be
used. Floor coverings and fabrics for up-
.
holstering seats and for draperies can be
^
keyed to the major colors in the wallpaper
design. In lounges and other outer rooms,
i
accent notes for accessories can be taken
from minor colors in the wallpaper.
7. How does wallpaper range in cost?
The initial cost of wallpaper is on a par
with the price of paint of comparable quality.
It is far less expensive, however, when
one takes into consideration the low maintenance
cost and the longer life span of
wallpaper, to say nothing of its
decorative
value. Furthermore, scenic papers are far
less costly than photomurals or painted
scenes.
3. What type papers are most appropriate
in theatre lobbies?
Panoramic scenics are particularly appropriate
for the lobby as are large-scale
designs. These have a dramatic effect and
give a "furnished" look to an otherwise
bare area. Papers which simulate marble,
leather,
or wood-grained paneling are also
suitable for the lobby. Designs which resemble
metallic grille work or architectural
structures such as dados are especially interesting
in the lobby as well as in the main
section of the theatre. Marbleized paper is
especially effective around pillars and other
supporting columns. It is equally suitable
for the balus.rades and the counter tops,
both in the boxoffice and check rooms. For
added durability these surfaces can be
shellacked and waxed, this gives the surface
a finish and patina otherwise unattainable.
Suitable Pattern for the Men's Lounge
4. What types of papers should be used in
the auditorium of the theatre?
There Is scarcely any limit to the choice
of papers. It is best, however to stick to
those patterns which are rich looking but
In the modern trend toward rich dark colors, wallpaper offers a variety of patterns and colors which
work in well with the decorative scheme for theatres This pattern was introduced in the men's
lounge of the new Shamrock hotel in Houston, but this type of paper can be used in any public room.
78 The MODERN THEATRE SECTION

1
Two Powder Room Ideas:
A Novelty Pattern and a Scenic Panel
Lipsticks and powder puffs. Bocfcground colors come in
boifi citorcoal and medium gray—fop colors in jewel tones
of green, red, pink and cf\artreuse. Smart!
8. What are the advantages of installing
wallpaper?
Wallpaper can be Installed easily and
quickly. It needs no drying time, creates
no mess or obnoxious odor and, therefore,
there is no need to keep the theatre closed
for prolonged periods. Wallpaper gives an
of graciousness and character, warmth
air
and richness not otherwise obtainable.
An impressive wallpaper scene on one wall serves to kevnote the mood o^ o decorative and spacious
effect. The ocean scene here lends an illusion of uninterrupted expanse, of broad vistas, floor-toceiling
draperies hung to very edges of mural give feeling of depth.
Whatever the Need, There's an Answer
9. Can wallpaper be used on the ceiling
of a theatre?
There are many patterns especially designed
for use on the ceiling. They give a
luxurious finish which would be impossible
with a plain ceiling. Among the most
popular for this use are those papers which
are copies of elaborately carved ceilings in
medieval masterpieces. Some emulate
plaster work worthy of the old masters:
olhers are reproductions of metal medallions
done with the fine touch of an expert
jeweler. Any one of these will give a thirddimensional
feel and will provide true
beauty in even the most modest theatre.
Manufacturers offer a substantial variety of papers tying into local interests
Some feature motifs of
t/ie west, of New England, Paris— or as in this instance^ a touch of the New Orleans French Quarter.
10. Must the same paper be used throughout
the theatre?
Many different papers can be combined
effectively. Often two or even three papers
can be used in the same section. For example,
a scenic might be used on one large
unbroken wall above a wallpaper dado
which simulates wood paneling, masonry,
or metal grille work. The other walls
could be decorated with an all-over pattern
which completes the colorings of the predominant
design. The paper selected for
the amphitheater might be still another
design, just so long as the colors are harmonious.
Many of the manufacturers are
(Continued on page 82)
Our desert lands lend themselves
to pictorials for walls
needing to be "pushed back."
Wood paneling may be used where dignity is needed. With a
contrasting Chinese panel it adds pattern interest as well as
deep rich natural colorings. Excellent treatment in lobby.
BOXOFFICE 79

i
INTERIOR
DECORATING
TODAY'S THEATRE
CARPETS
REFLECT CHANGING TASTE I »'
IN AMERICAN HOMES
Muted Colors and More Subtle Designs
Or Monotones Are Favored
till
An attractiye, integral decorative scheme for the foyer, lobby,
and auditorium aisles of the Paradise Theatre, Los Angeles,
Cain., has been achieved by the continuous use of this speciallywoven
pattern featuring galaxies of bright yellow and rich
golden stars on a heavenly blue background. This RCA customloomed
carpet is typical of the trend to more refined designs
in theatre carpeting following consumer tastes.
The floral design in this Mohawk
carpeting in the Gaylynn Theatre,
Beaumont, Tex., is in the style still
favored for theatres, but the pattern
has been scaled down and the
colors muted and skillfully blended.
Used thus, with solid color walls
and ceiling, its intricate pattern
does not compete with other elements
of the theatre's decor.
11
It
f^ RECENT INFORMAL survey of Contract
departments of carpet companies who
do a major part of theatre carpeting revealed
that selections in contract, and
particularly theatre carpeting, show the
influence of changing tastes in consumer
carpets. As most contract installations are
custom made it would be difficult to
select the "ten most popular contract carpet
designs." However, the current trend
in theatre carpeting shows a marked tendency
toward more monotone effects and
fewer over-scaled multicolored designs.
Style and color trends have changed for
theatre installations from garish effects to
more subdued backgrounds which produce
a restful, relaxed atmosphere to further
enhance the practical acoustical and sounddeadening
effects of the carpeted areas.
APPROVE SUBTLER DESIGNS
Time was when every movie or legitimate
theatre ordered heroic floral, bird
and tree motifs in the most lavish colors
the carpet loom could accommodate for
their theatres. Today we find that most
theatre owners are looking for softened
colors, subtler design effects, and greater
coordination with existing architectural
and decorative elements in the theatre.
While it is true that theatre carpets still
lean toward large-scale motifs these have
been refined and worked into overall de-
80
signs which bind the whole decorative
scheme together rather than compete with
it. The increasing demand for tone-ontone
colorations to provide a monotone
foundation is reminiscent of the same de-
( Continued on page 83)
Following consumer trends is this light blue Mohawk carpeting in the powder room ol the Egyptian Theatre,
Hollywood, Calif. Experience has proved that the solid color carpeting has proved to be as soil
resistant as the more heavily-patterned, multicolored designs of former years.
The MODERN THEATRE SECTION

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WALLPAPER
Continued from page 79
putting out groups of three or more papers
which give diversification of pattern yet
are completely compatible in colorings.
These will be an excellent guide for any
one decorating or redecorating a theatre.
Rooms completely apart from the rest of
the theatre, such as smoking lounges and
powder rooms, can utilize papers which
have no relationship in coloring or design
with the other papers in the theatre.
7 7. Will wallpaper tie-in with local interests?
There is a vast selection of wall paper
to meet the requirements of any regional
group. Some will feature motifs which
bring to mind the wide open spaces of the
great southwest, others show scenes from
old New England or the colonial south.
Wheat motifs are popular in in the midwest
and river scenes are appropriate for
theatres along the banks of the Mississippi
and other of our great rivers. Magnolias
and other semi-tropical florals are of just
as much interest to the south as cactus
and other desert plants are to the west
and pine cones are to the inhabitants of
the far north.
72. Are wallpaper borders useful?
Borders have many uses in theatres.
They can be used as dividers to cut a toohigh
wall into sections. They are good as
an accent note along the narrow bulwark
of a balcony, to outline the stage, as a
finishing note on boxes, and in any spot
which does not otherwise lend itself to
more complete decoration.
73. Where should bold patterns be used?
Bold patterns should be used primarily
in those sections where you desire dramatl
points of interest—the lobby, lounge rooms
and any other area not devoted to actua
theatrical production.
14. What can wallpaper do to camouflagi ^
architectural defects?
ll
There are innumerable ways by which
the theatre decorator can pull sleight-of-'
hand tricks to get the desired effects. Ligh'
colors tend to make a room seem larger
while dark tones will seem to reduce the
apparent area. Large sprawling pattern;
also tend to decrease the size of a room
Walls can be lengthened or shortened
rooms can be widened or narrowed, and
ceilings can be raised or lowered by the
judicious use of wallpaper. Dark shades
will tend to draw the wall or ceiling nearei
while the lighter tones will make it seem
to recede and give the illusion of more^
space. A bit of experimentation will helpi
|
the theatre decorator achieve any desired^
effect. Vertical stripes will always add
height and horizontal patterns will, ol
course, have exactly the opposite effect
Scenics seem to push the walls back and|
gives an illusion of distance and open
vistas.
75. How should one take care of wallpaper?
In the modern air-conditioned theatre
there is very little dust and the walls will
stay cleaner far longer than in other types
of buildings. They should be dusted occasionally
with a soft brush or with an
extension pipe and brush of a vacuum
cleaner. Finger marks or other spots can
be removed with regular dough-type wallpaper
cleaner without leaving rings. For
added protection in strategic spots such
as around light switches, water fountains
or passageways, a coat of dull finish, clear
wallpaper lacquer can be either sprayed or
brushed on to the surface.
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|
I
I
82 The MODERN THEATRE SECTION'

I
n
li
TODAY S THEATRE CARPETS
Continued from page 80
mand in consumer goods. Deeply textured
effects can be obtained in cleverly handled
tone-on-tone carpets. One of the reasons
for using heavily patterned, multicolored
designs in contract work was to mask surface
soil and footprints as much and as
long as possible. The tone-on-tone carpet,
whether used in the home or in a public
Installation, has been proved to be as remarkably
soil resistant as its more colorful
counterpart.
ARCHITECTURAL MOTIF POPULAR
Theatre owners, architects and decorators
are demanding more modern designs
In theatre carpeting. The most popular
design today is the architectural motif.
Abstract designs have had a limited appeal.
While textured effects and texture weaves
are in wide demand for consumer carpets
and rugs few texture weaves are used in
contract installations. Special grades of
carpet, of course, are usually used for public
installations. These are constructed to
take the brunt of heavy traffic and abuse.
The demand for heavily textured effects,
achieved through the use of color, and
design, are also much in favor today.
Color trends in theatre carpets follow
the general trend in wanted carpet colors.
The cocoa tones, from mocha to rich
chocolate and the variations of spice tones,
are practical as well as agreeable colors
for theatre floor coverings. Greens, particularly
the forest greens, are very good.
When varicolored effects are used it is to
be noted that they have taken a definite
turn toward muted and skillfully
blended colors.
WOOL STILL PREDOMINATES
The increasing use of man-made fibers
is evident in contract carpets but not to
as great a degree as in consumer goods.
Most contract carpets are still made of
wool. However, where blends are used they
have been engineered to give the best performance
for the use the carpet will be
put to. Because of the price, nylon carpets
have not been widely used in contract installations
except in salons, specialty shops,
hotels, steamships, art galleries, etc. The
new woven cotton carpets; made on heavyduty
looms and featuring standard carpet
backs are still new enough not to have
case histories for performance but it is
interesting to note that a number of
hotels, motels and restaurants have already
installed woven cotton carpets.
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BOXOFFICE 83

MAINTENANCE AND SANITATION
f
The Theatreman's Encyclopedia
Of Floor Maintenance
As Easy to Use as ABC Is This Digest
>.
Of Floor Problems and Solutions
by DAVE E. SMALLEY*
f\ SUMMARY OF THEATRE flOOr Care
has been suggested, a sort of encyclopedia,
alphabetically arranged for quick assimilation
or easy reference, and in the following
we have attempted to supply this need.
Necessarily the treatment of each phase
of floor maintenance must be as brief as
it is pointed, since the subject, taken as a
whole, is an expansive one. Therefore we
will take the different phases in their alphabetical
order, irrespective of their relationship
to each other, and discuss their
particular problems in connection with
floor maintenance in theatres.
ALKALI: Water-soluble powder (or liquid,
such as ammonia). Used extensively for
cleaning purposes and ranging in strength
from mild "modified soda" to "caustic lye."
Tri-sodium phosphate, soda ash, sal soda,
etc., are alkalies. Many prepared cleaners
contain alkali to make them more effective.
However, alkalies should not be used
for cleaning organic materials like linoleum
or crystalline substances like marble
(including terrazzo). Concrete contains
alkali as a natural part of its substance.
ASPHALT TILE: A thin, resilient but somewhat
brittle composition of asphalt, asbestos,
pigments and fillers. A flooring used
extensively in theatre lobbies, lounges and
toilets. Available in various colors and also
in special patterns, though commonly used
in conventional two-tone square tile.
It is attached to the underfloor with special
cement, and may be used over almost
any type of smooth floor, even over concrete
since the asphalt is resistant to the
alkali in concrete.
Asphalt tile is also moisture proof and
decay proof. It may be used satisfactorily
"below grade" (in basements) since dampne.ss
does not injure it.
Asphalt tile is .somewhat more slippery
than other floors, especially in wet or icy
weather and therefore is less adapted for
theatre entrances than other types of
flooring. If you already have asphalt tile
in your lobby. It is recommended that you
u.se rubber runners in the line of traffic,
"Dave Smclley is edilor ol Floor Craft magazine.
84

norf;
concrete, vitreous tile and wooden floors,
but -should never be used on terrazzo,
asphalt or rubber. For all-purpose dusting,
moisten the dust mop with dilute wateremulsion
floor wax.
FLOOR MACHINES: No theatre, at least no
larsc or medium size theatre, should be
without a floor machine. If you have waxed
areas, the machine is essential for buffing
out the scuffs and mars of traffic and restoring
the gloss. Such a machine will extend
the usefulness of a wax application,
thereby saving wax and the inconvenience
of applying it.
If you do not wax your bare floors, buffing
with a dry, stiff brush under a floor
machine will "dry clean" your floors, reducing
the need for mopping. On linoleum,
rubber, asphalt and concrete a fine steel
wool pad under the floor machine brush
often makes the cleaning process as effective
as scrubbing. Steel wool is not recommended
for unwaxed terrazzo, quarry tile
or marble.
With proper brush and solution tank (on
the handle 1 a floor machine is quickly
converted into a carpet scrubbing machine.
LINOLEUMS: Made of linseed oil, ground
cork, wood, flour, color pigments, etc.. linoleum
is pliant and fairly quiet underfoot.
It is often used in the lobbies of smaller
theatres and sometimes in the foyers. It is
not quite as noisless as cork and not nearly
as quiet as carpeting, but is easier to clean
than either cork or carpeting.
Linoleum also makes a good floor for
the rest roms or lounge, especially in decorative
designs.
Maintain linoleum by waxing with either
the solvent or water-wax types, buffing
daily for "dry cleaning" and removing the
mars of use. Wash with clear water or if
a cleaner is used be sure it is not alkaline.
LIPSTICK: One of the theatre maintenance
man's problems, especially in the ladies'
restroom, where it is not only ground into
the floor but aften smeared on the walls. If
on a hard, smooth surface, remove as much
as possible by rubbing with a dry rag. Then
use soap and water. In extreme cases, use
ammonia in water. To remove bad lipstick
stains from carpeting use the following
formula: 4 oz. glycerine, 4 oz. lactic
acid, 3 oz. amyl acetate, 1 oz. ethyl acetate,
and enough butyl alcohol to make the
solution clear. Add the alcohol last, slowly
and just enough to clear up the solution.
This combination is said to remove lipstick
and many other stains from fabrics
"like magic."
MARBLE: See Terrazzo.
apply.
Same instructions
MASONITE: Occasionally we find theatre
lobbies floored with Masonite, which is a
pressed wood material, quite hard and impervious
to dirt. It is less quiet than linoleum
but, when laid in two-tone tile or
other patterns, makes a very attractive
floor. Fairly easy to maintain by mopping
FLOOR CARE ALMANAC
SpAi.n

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THEATREMAN S
ENCYCLOPEDIA
Continued from preceding page
moisture. They are not recommended for
asphalt tile, rubber or linoleum, but on
most other floors they serve a useful purpose.
A varnish type sealer, Bakelite kind preferred,
is almost essential on a wooden
floor. For best results, the floor is sanded
and then the sealer applied in two or three
coats, each coat steel wooled when dry.
The floor is then maintained by waxing.
Concrete floors are not ornamented by
the application of the Bakelite sealer, but
maintenance problems are greatly lessened.
The sealer stops any tendency to "dusting"
and makes the floor much easier to keep
clean.
For marble, terrazzo and quarry tile a
special, "water white," non-yellowing sealer
is recommended. Known generally as
"terrazzo sealers" they are made of plastic
materials and fast-drying solvents, and
usually one coat is sufficient, the purpose
being to merely fill the pores without building
up a surface film.
STEEL WOOL: If you have a floor machine,
one with a single brush, a steel wool pad
under the brush facilitates most of the
cleaning processes. Some floor machines
have special steel wool holders, but a stiff
scrub brush serves about as well.
Steel wool comes in several grades of
texture, "00" being very fine and best suited
for buffing wax and for dry cleaning rubber
and asphalt tile. No. "0" is somewhat
coarser and the grades increase in coarsenes
in the order of No. 1, No. 2 and No. 3.
The coarser grades being designed for
dressing down sealers and paints for succeeding
coats and also for cleaning very
dirty floors. Steel wool is used for both
dry and wet cleaning, but soon rusts after
the latter. It is obtainable in different
sizes to fit the different brushes.
TERRAZZO FLOORS: The predominating
floor in theatre lobbies, especially the larger
theatres. It comprises 70 per cent varicolored
marble chips in a cement matrix,
the latter usually being colored. Ground to
a smooth, polished surface, it is very attractive
and very durable floor. And because of
its varigated pattern it does not readily
show litter and soil. It may be maintained
by mopping, but alkaline cleaners must be
avoided. Acids will consume marble and
must be carefully kept away from it.
To clean terrazzo use either a good neutral
soap or one of the new non-alkaline
synthetic cleaners.
Waxing is a quick and easy way to preserve
terrazzo and simplify its maintenance,
a good water wax being preferred. Apply
two thin coats, buffing each when dry.
If, however, you are afraid to use wax
on your terrazzo, protect it with one coat
of the regular terrazzo sealers i.see Sealers).
Never use varnish or lacquer on ter-
razzo. Also avoid the use of oily dust mops!
and sweeping compounds. :
TOBACCO STAINS: Do not i
use an alkali to
remove tobacco stains as it may "set" the:
stain. Try clear water first, either on bare
floors or carpeting. If water fails, use the
formula suggested for removing lipstick.
VACUUM CLEANERS: Even more necessary
about the theatre than a floor machine is a
good industrial-type vacuum cleaner. Under
"Carpeting" we have shown its essential
need for saving carpets from soil, grit,
moths, etc. The vacuum cleaner is I
also without a substitute for going over
'
all
the floors and seats each day, removing
all dust and litter without raising a dust.
The drapes and walls may be cleaned with
"high-up" extension tubes. If you do not
wish to touch the sensitive screen with a
vacuum tool, attach the hose to the exhaust
and blow the dust off the screen.
Industrial vacuum cleaners come in many
different designs but the fundamental
function is the same. The machine adaptable
for the theatre must be easily maneuverable
so it can be pulled down the aisle,
and with enough hose to
reach at least to
the center of each row of seats. It should
have a "water lift" of not less than 50
inches and a hose of not less and one-andone-half
inches diameter. The tank i
should
have a capacity of not less than ten gallons.
VITRIFIED TILE: Clean the same as directed
for quarry tile, but sealers and waxes are
not recommended. If very dirty or stained
by traffic use an abrasive powder for
cleaning.
WAXES: Floor waxes consist of two kinds,
the solvent type which uses naphtha, turpentine
or similar solvent, drying dull and
requiring buffing for a polish, and the
water waxes which usually dry with a gloss.
Waxes are nature's own lubricant to
protect its products against friction and
moisture and are ideal treatment for nearly
all hard and resilient floors. Wax is quickly
and easily applied, dries in a matter of
minutes and gives a tone of richness to the
floor. Because dust, litter and stains seldom
adhere to a waxed surface, the latter
is much easier to clean and keep clean, in
many cases eliminating the need for mopping
or scrubbing.
It has been established by competent
authorities that two thin coats of wax,
each polished when dry, is no more slippery
than the unwaxed floor.
Nevertheless, wax manufacturers are
now offering special non-slip waxes with a
still higher coefficient of friction which
may make waxed floors safer than unwaxed
ones.
WOODEN FLOORS: Wooden floors, now fast
disappearing from theatre construction,
should be sealed with a good floor sealer
(see Sealers*, at least two coats, each steel
(Continued on next page)
w.
!>
li^
86
The MODERN THEATRE SECTION

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You Can Avoid Fire
Losses by Good
Housekeeping
by CHESTER FRIEDMAN*
In theatre operation, the synonym
for fire prevention is cleanliness. The theatre
which is clean offers a minimum hazard
from the danger of fire. Regular inspections
daily, modern fire-fighting equipment,
and a staff trained to meet emergencies
provide the most effective guarantee
that life and property will be safeguarded.
One of the benefits which accrue from
these conditions is lower insurance premiums,
since every insurance company
jacks up its rates if reports submitted by
their inspectors are not satisfactory.
As the first step in any fire prevention
program, a cleanup and checkup campaign
is necessary. The cleanup should
start on the roof, with all encumbrances
removed from it and from fire-escapes. It
should progress downward to the basement,
floor by floor and room by room, with all
impedimenta, particularly inflammable materials
and old useless display pieces, removed
bodily from the theatre premises.
Loose rags, oily waste, empty cardboard tube
containers, old scenery and props, display
pieces—all contribute to the dangers of fire
and to ultimate damage should a fire break
out.
WATCH THE PROJECTION BOOTH
The projection booth, one of the most
vulnerable spots where fire is likely to start,
should come under daily surveillance. Loose
rags, oily waste, and especially small bits
of film left around loosely, are objects
noted by insurance inspectors and result in
higher premiums. The exhibitor who provides
air-tight containers for waste film,
rags, etc., is guarding himself against increased
costs of operation and the danger
of being put out of business.
A .systematic inspection of the projection
booth at periodic intervals is essential
from the standpoints of getting greater efficiency
from the mechanism and eliminating
some of the fire hazards. Shutters,
guides, fusible devices, fire doors, the lamp
house, the booth ventilating system—and
above all, fire fighting equipment—require
daily inspection by the operators. The exhibitor
who makes a personal inspection
at least once a week keeps the operator on
Editor, BOXOmCE Showmandiser Section, This
article is based on tiis experiences as a iormer theatre
manager and upon his interviews with other
Iheatrrj manaqer.s.
88
his toes and reassures himself on safety
precautions.
Another vulnerable condition arises from
defective wiring in old theatres. Dozens of
exhibitors have left their theatres at night
with everything in apparent good order,
only to find that between midnight and
morning, a fire stemming from defective
wiring, had put them out of business. Age,
corrosion and dry rot eventually take their
toll of the insulation and protective covering
on the wiring. Many old structures
were built before modern building codes
were introduced. Frequently the wiring in
these structures is located near inflammable
building substances. In these cases,
exposed wires have been known to smolder
throughout the day and break into flame
many hours after the theatre had closed
for the night.
EXAMINE MOTORS REGULARLY
Motors should be checked and worn
brushes should be readjusted or replaced
when faulty contact causes sparking. The
examination of motors should include a
checkup of fuses, switches and starters as
well.
Overloading of circuits is contributory to
fires. Fuses are standard safety devices in
the prevention of fires. Each wiring circuit
has a capacity which, if overloaded,
would normally heat up the wires and
eventually burn away the insulation and
start a fire. The fuse is designed to prevent
this situation by blowing when the
line is overloaded. For this reason, low
amperage fuses should never be replaced
by those of higher amperage. They should
be checked periodically to see that standard
or recommended sizes are not replaced
by careless employes.
Extension cords or so-called temporary
wiring frequently used by theatremen in
displays are another extreme hazard. In
the long run, anything around the theatre
which calls for electricity for lamps or
motors should have permanent wiring or at
least be covered with underwriter approved
BX cable or other standard safeguards for
this purpose.
Automatic devices for feeding fuel and
water to boilers must be checked every day,
and any failure of the mechanism to operate
properly should be immediately repaired
by a competent person. Care should
be exercised in the handling and storage
of fuel and ashes. The flues and stacks
should be inspected regularly and cleared
of all combustible material.
AVOID FLIMSY
DECORATIONS
In the theatre proper, lightweight draperies
or other flimsy decorative material
on walls, the stage or in the lobby, should
be avoided. In the event that such materials
are used, they should be treated with
an approved flame-proofing compound.
These compounds should always be applied
by competent and experienced persons.
Once a fire gets under way. the exhibitor's
first line of defense is efficient and
properly working fire-fighting apparatus,
maintained in A-l working condition, for
At the first out-
.IP* ''"- '/Sbi*
break of fire this
:
automatic
extinguisher
fire
goes
into action, spray-
ing a powerful
'
»''
tm'^
fluid directly on
;>'' .
the fire, and ere- i*'
ating a blanket
'
of fog which
smothers the fire,
i
The manufacturer
i
recommends thai
at least one sen- I
^'..«i ''"^
If
^tBW'"
,
/or size Red i ^k wg
'
Comet Automatic ^"''
Silver Spray wall
unit be installed
'
for every 350 cubic feet of area. The unit requires
no servicing, and the fluid is hermetically sealed.
It is effective in the case of electrical fires.
The Sno Fog extinguisher is hand-manipulated, with
the blast directed to the nearest edge of the fire to
blanket the whole area. The soda-acid type is not
for electrical fires but is effective on wood, textile,
paper, etc., when inverted and directed at the base
of the flames, gradually working upward.
On the left is the water type fire extinguisher, operated
by pushing the lever down. The vapo liquid extinguisher
is a double action pump type, especially
recommended for electrical fires.
H>4iiIlS'^[
The MODERN THEATRE SECTION
I
\\
;-^iMll

fl
use until the firemen arrive. An extinguisher
which has its nozzle stopped up
by corrosion, or one in which the acid and
soda have lost their potency, is as dangerous
in an emergency as throwing gasoline
on the flames. Gaskets on this type of extinguisher
should be replaced if not tight,
and both the acid and the soda must be
replaced every year. These containers
should be tagged with the date on which
they are refilled. The soda-acid extinguisher
is one of the most useful and effective
in dealing with small fires, and
after using, should be washed out and refilled
for future use.
The carbon-tetrachloride type of extinguisher
is especially useful for electrical
fires since it is not a conductor of electricity
such as the water and soda-acid extinguishers
are. This extinguisher usually
works by hand-pump method. It should be
kept refilled at all times and may be used
for all types of fires.
THIS
TYPE SMOTHERS A FIRE
The third type of extinguisher is in appearance
similar to the soda-acid container.
It has a smothering effect and is
considered by many the most modern and
effective of all three. In addition to general
use for electrical fires, it is the most
effective in dealing with oil or gasoline conflagrations.
Where local fire regulations require a
gravity roof tank, complete dependence
should never be placed in electrical telltale
systems. At least once a month, a visit
should be made to the roof by an authorized
person, preferably the manager, who
should climb to the top of the tank and
look in to make sure that the water is
above the safety line. Sprinkler heads, if
faulty, should be replaced immediately.
Where local ordinance requires a reserve
tank on the premises for use before the
arrival of the fire department, this supply
of water also should be checked periodically
and the test system operated al least
once each week to make sure the motor
and automatic devices are in proper working
condition.
Fire hoses should be inspected periodically
to make sure there is no danger of
bursting from pressure due to old age. Hose
nozzles should be kept clear, and a spanning
device be located visibly at every fire
box.
Slash Labor Expe
1. Reduce cleaning time.
2. Clean more effectively.
3. Cut operator fatigue.
The Super needs only one pass over the dirtiest area to
make it sparkling clean. This allows the operator more
time to do other work.
The Super way is the most effective way to pick up
popcorn, litter and street dirt. With Super exclusive tools
even the most difficult places—screen, projection booth,
drapes, stages, rest rooms—are kept clean at minimum
cost. High up places are a cinch with the Super Hi-Up
Tube.
Supers have the powerful suction to remove the dust
wherever it may be. These easily portable, heavy duty
cleaners go everywhere, upstairs and down, between the
seats and up the aisles. There is no bending not stooping
—Super tools need only V/i inch clearance.
Phone your local supply dealer—he will be glad to
demonstrate a Super in your theatre. Or write for complete
data.
NATIONAL SUPER SERVICE CO., INC.
1941 N. 12th St., Toledo 2, Ohio
SUPER SUCTION
SINCE 1911
THE DRAFT HORSE OF POWER SUCTION CLEANERS"
REPAIR WORN CARPETS
Carpets which are torn represent hazards
to the safety of the audience in any emergency.
Exit doors and alleyways must at
all times be kept clear of any obstructions
which would impede patrons attempting
to leave the theatre under emergency conditions.
Exit lights should be checked daily
and replaced where necessary. Panic bolts
on all exit doors should be oiled frequently
and kept in perfect operating condition.
The exhibitor or theatre manager will
find it expedient to conduct periodic fire
drills with all employes so that, should an
emergency arise, they will be familiar with
the location of the fire-fighting equipment
and the manner of discharging the audience
from the theatre with minimum
danger of accidents.
Self assurance and confidence are the
greatest assets a theatre staff can have in
an emergency. To this end, the knowledge
that the theatre is free from most of the
normal hazards of fire is the best guarantee
that the staff will react coolly and
confidently should danger from fire arise.
There is an old saying that nearly all
big fires start out as a small flame. The
theatre owner's responsibility, therefore, is
to train his staff to cope with these small
fires when they occur, and to extinguish
them before they become unmanageable.
Super Model M
For all general
cleaning and
blo<
o
O
Super Model BP—A quiet,
double-utility cleaner for
both wet and dry pick-up.
SAVE
Maintenance AND
Towel Costs WITH
Save valuable maintenance time and eliminate
continuing towel expense. New tiigtispeed
Sani-Dri provides quick, automatic
tiand or tiatr drying service 24 houn a day
year after year! Soni-Dri is a permanent
solution to your wastiroom sanitation and drying
problem . . . ond SAVES UP TO 85%
OF YOUR WASHROOM COSTSI
NEW FASTER-DRYING
FEATURES!
• New faster-drying healing elemenll
• New smaller,
oval nozzle produces mot»
toncentrated stream of airt
• Instant starling push-button sw/tch with
automatic shut off/
All Sani-Dri Electric Dryers ore GUARAN-
TEED, and have corried the Underwriter*!
Seal of Approval for over 18 years!
Shows oil Sani-Dri hand
and hair dryer models with
new high-speed drying features
. . . plus installation
pictures. Write todoyl
Manufacturers of
Stools, Table Bases and Costumers
for Restauronts ond Soda Fountains
Distributors in Principal Cities
THE CHICAGO HARDWARE FOUNDRY CO.
"Dependable Since 1897"
29111 Commonwealth Ave.
NORTH CHICAGO, ILLINOIS
BOXOFFICE 89

I
'
ALPHABETICAL INDEX;
Specialized
jpeciai
STAGE DESIGn and
moDERnizRTion
seruice
To help you solve the highly technical
engineering problems involved in stage
design and construction, we offer you a
straight-forward, competent service based
on 76 years of experience and a record of
success in
all
theatres, schools and auditoriums
over the world.
References:
1. The Jobs We Have Done
2. The Architects We Have Served
List on Request
Wtrld's Largest Designers, Manufacturers
mmi Riggers of Mechanical Stage Equipment
S«nd for Free Booklets Giving Details of
Clancy Engineering and Design Service
m--"^^.
e How le Dctiun
Modern Stag*
a
e Clancy Proscenium
Treatments
e Stondard Rigging
Specifications
e Complete Catalog
(/.^,Ce^AfC)^'
1020 W. 8IIDIN AVI., STUACUSI «, N.T.
of Advertisers' Key Numbers
;
i
Adler Silhouette Letter Co.
IO-EI
American Playground Device Co -...65-E,
American Seating Co.
77-J('
Amusement Enterprises _ 38-B
Anderson & Wagner, Inc. 55-A
Ashcrait Mig. Co.. C.S. - 75-A
Associated Ticket d Register Co.
— .S6-E
Austin Co., M.B. 64-A
Automatic Devices Co. 83-B
Ballantyne Co. _ 71-A
Bausch & Lomb Optical Co
7G-A
Beich Co., Paul F.
S6-A
Bigelow-Sanford Carpet Co 15-
Bowtnon, Edgar S. 40-C
Brinker Blacklite Studios _...40-D
Burke Co., J.E _... 82-A
Cali Products Co 70-B
Canada Dry Ginger Ale, Inc 49-A
Capital City Products Co.

ffUllUfcnubu rnuuuui inucA
Afl in the ALPHABETICAL INDEX OF ADVERTISEPS on tb* facing page, FIGUHES ia
I tb* Kev Number ahown for each manuiacturer indicate the page on which the advertisement
of that firm appears in this issuo. The whole Key Number, including the
capital letter, must be used on the coupons below to obtain Uteratuie. etc.. about
the advertiBed product.
=^
An INDEX to DESCRIPTIVE ADVERTISEMENTS on
Theatre Equipment, Supplies and Merchandise
A FAST. FREE READER'S SERVICE for Obtaining
Full Information and Prices from Manufacturers
TO HECEIVE MANUFACTUREHS' LITEHATUHE emd other data on any product advertised in
a Modern Theatre RED KEY issue, use the iiee postcards, filling out a separate coupon for each
sduct or manuiacturer. The Key Number to till in is found loUovring the name of each manu-
;turM under the product headings in this Condensed Index. Put only one Key N\unher on a
upon.
ur free postcordii are provided here, and each will serve for four inquiries. If more postcards
. desired at any time we will send them immediately upon request.
IF A PRODUCT IN WHICH YOU ARE INTERESTED DOES NOT APPEAR IN TfflS CONDENSED
DEX or if

'.
I
^Specialized
^peciai
\-t
STAGE DESIGn a
moDERnizflTion
To help you solve the hi]
engineering problems invol
design and construction, w<
straight-forward, competent "
on 76 years of
success in
all
experience ar
theatres, schools ar
over the world.
References:
1. The Jobs We Have
2. The Architects We 1
Warld't largest Designers, -
•d Riggers of Mechanical Si
Sencf for free Booklets <
Clancy Engineering ant
niuo
RUBBER TILE—S«e Tile, Asphalt,
Plastic,
etc.
SAFETY LADDERS—See Udders,
Safety
SANDWICH EQUIPMENT
Helmco, Inc 57-A
SCALES, WEIGHING
Watlina Mfg. Co 48-A
SCENERY, STAGE
J. R. Clancy, Inc 90-A
SCREEN PAINTS
Drive-ln Theatre Mfg. Co... 63-A
National Theatre Screen
Refinishino Co S7B-B
SCREENS, PROJECTION
Raytone Screen Corp 72-A
B. F. Shearer Co 67B-A
Vocalite Screen Corp 57-C-C
SCREEN REFINISHING PAINTS for
Outdoor and Indoor Theatres
Drive-ln Theatre IVlfg. Co... 63-A
National Theatre Screen
Refinishino Co 67B-B
SCREEN REFINISHING SERVICE
National Theatre Screen
Refinishino Co 67B-B
SCREEN TOWER FACING
Drive-ln Theatre Mfg. Co... 63-A
SCREEN TOWERS, PRE-FAB STEEL
Ballantyne Co 71-
Drive-ln Theatre Mfg. Co... 63-A
SEAT COVERS, Zip-On
Theatre Seat Service Co.... S2-C
SEATING—See Auditorium Chairs and
Outdoor Seating
SHAMPOO MACHINES, Rug, Etc.
Hild Floor Machine Co 87-C
SIGNS, ADIVIISSION—See Admission
Signs
SIGNS, DIRECTIONAL — Sec Directional
Signs
SIGNS, PLASTIC—See Plastic Signs
SILHOUETTE LETTERS—See
Attraction
Board Letters
SLIDES, PLAYGROUND—See Playground
Equipment
SLIDE PROJECTORS
Bausch & Lomb Optical Co.. . 76-A
SODA FOUNTAINS
Anderson & Wagner, Inc 55-A
SOFT DRINKS—See Beverages
Red Key 11-24-51
Manufacturer's Key Number
Please send
dato on
Nome
Theatre or Circuit
Street
City
No
Red Key 11-24-51
Manufacturer's Key Number
Please send
data on
Name
Theatre or Circuit
Street
City
No
SOFT ICE CREAM FREEZERS—See
Ice Cream Freezers, Soft
SOUNDHEADS
Ballantyne Co 71-A
Int'l Projector Corp 124-
Motiograph, Inc 73-A
SOUND SERVICE
RCA Service Co., Inc 70-A
SOUND SYSTEMS
Ballantyne Co 71-A
Int'l Projector Corp 124-A
Motiograph, Inc 73-A
Westrex Corp 9-A
SPEAKER CORDS
Ballantyne Co 71-A
Drive-in Theatre Mfg. Co... 63-A
SPEAKERS, IN-CAR
Ballantyne Co 71-A
Drive-ln Theatre Mfg. Co... 63-A
National Theatre Supply. .. . 65-A
Oxford Electric Corp 67-B
SPEAKER RE-CONE & SERVICE
Western Electronics Co 66-B
SPEAKER POSTS
Ballantyne Co 71-A
Drive-ln Theatre Mfg. Co... 63-A
SPEAKER SYSTEMS—Sec
Systems
Sound
SPEAKER TUBES, BOXOFFICE
Drive-ln Theatre Mfg. Co... 63-A
SPLICERS—See Film Splicers
SPONGE RUBBER UNDERLAY—See
Carpet Cushioning
SPOTUMPS
Strong Electric Corp. ...... 5-A
STAGE & EFFECT LIGHTING
J. R. Clancy, Inc 90-A
Superior Electric Co S3-C
STAGE HARDWARE & RIGGING
Automatic Devices Co S3-B
J. R. Clancy, Inc 90-A
Vallen, Inc 82-A
STAGE SHOWS, LIVE TALENT
Amusement Enterprises .... 36-B
STUDIO FILMING EQUIPMENT
Westrex Corp 9-A
SWEEPERS—See
& Blowers
Vacuum Cleaners
SWINGS, PLAYGROUND—See Playground
Equipment
SYRUPS, BEVERAGE—See Beverages
TELEVISION SERVICE
RCA Service Co., Inc 70-A
State.
State.
Red Key 11-24-51
THEATRE SUPPLIES, GEHEI
National Theatre Supply, r^
S.O.S. Cinema Supply SJ
Westrex Corp
^J
THEATRE TELEVISION
RCA Service Co., Inc
(^)^
TICKET CHOPPERS & BOXE"
GoldE Mfg. Co '2-8
TICKET ISSUING MACHINES^
General Register Corp 7«
GoldE Mfg. Co 2-8
Ticket Register Industries. 2-8
TICKET OFFICE—See Bnoft
TICKETS
Toledo Ticket Co j.])
TRACKS, CURTAIN— See Curt
Controls
TRAINS. MINIATURE— Sic „„.
ture Trains
TRAYS. CONCESSION. Cardbft
Prunty Popcorn Division., x-t
UNDERGROUND CABLE
Ballantyne Co i.n
Drive-ln Theatre Mfj. C111..9.A
UNIFORMS
Marcus Ruben, Inc b.^
UPHOLSTERY
Manufacturer's' Key Number
Please send
data on
Name
Theatre or Circuit
Street
City
No
Red Key 11-24-51
Manufacturer's Key Number
Please send
data on
Name
Theatre or Circuit
Street
City
No
CLEANER
Jerclaydon, Inc '.g
UPHOLSTERY SHAMPOO MAClNE
Hild Floor Machine Co >.C
USHERS' UNIFORMS—See Unlm
VACUUM CLEANERS & BLOWtl
Hild Floor Machine Co..... '-C
National Super Service Co.,
>
Inc
|i»
VENDING CARTS—See Cvis
'
VENDING MACHINES. Canity i Urn
Mills Industries, Inc t-c
WAFFLE MOLDS
Concession Supply Co .B
WALL TREATMENT. DECORA! N
Brinker Blacklite Studios... -D
RCS Studios -B
WARMERS, FOOD
Helmco, Inc -4
Walky Service Co .C
WARMERS, POPCORN
Hollywood
Servemaster
WEIGHING SCALES—See Scale
State.
State.
V.
No
'Postage Stamp!
Necessary
if Mailed m
the United
States
1020 W. BCIDIN AVI
BUSINESS
First Class Permit No. 674 -
90

.na-lw.
TO BETTER BUYING
THE PRODUCT-SERVICE
DIRECTORY
of The MODERN THEATRE
section of BOXOFFICE
5 DECORATING
3 BUILDING MATERIAl
FURNISHINGS
19 STAGE EQUIPMENT
14 PROJECTION
2 AIR CONDITIONING
18 SOUND EQUIPMENT
10 HEATING
1 ADVERTISING DISPIAT
17 SEATING
6 FLOORS and CARPETS
CONCESSIONS
11 INSULATION -ACOUSTICS
21 VENDING MACHINES
9 FURNITURE
12 LIGHTING
=11
J/,
ou/ to
15 SAFETY DEVICES
13 PLUMBING
u6e iit:
1. As will be noted by looking at the above chart,
the theatre equipment and supplies listings are divided
into twenty-three (23) classifications, each numbered heading
keyed to the department of the theatre in which the
materials, equipments and supplies are used. Thus, for
example, if you are interested in items for the projection
room, reference to the chart will show the number of heading
(14) to look for in the following pages. Under each
of these numbered headings you will find numeroias sources
of supply.
Product information, literature, prices, etc., may be
had without obligation by writing direct to any firm listed
herein. Say you saw it in the MODERN THEATRE RED KEY,
please, and if you will mention the key number of the
product in which you are interested (such as 1401—Animated
Screen Effects) it will help the company to identify
exactly the type of product or service you are seeking.
2. In event you are in search of some specific item
of theatre equipment, known only to you by trade name,
and wish to know the manufacturer and source of supply
thereof, refer to our alphabetized listing of MATERIAL
and EQUIPMENT BY TRADE NAMES on pages 1 13 and 1 14
MORE OF THE COUPONS ON PAGE 121
16 SANITATION
^"-^
22 MISCELLANEOUS
20 TICKET OFFICE
• For
DRIVE-IN
Equipment
see
Classification 23
3. PRODUCTS ADVERTISED in this issue ore listed
alphabetically on the cards facing this page and POST-
AGE-FREE POSTCARDS are provided for your convenience
in obtaining full information from the manufacturers without
obligation.
4. To obtain suppliers' literature on broader subects
than those shown in the Alphabetical Listing of Advertised
Products (card) or The Key to Better Buying, use the
coupon below ... or to inquire concerning a specific subject,
company or product, use the reverse side of the coupon.
5. THEATRE EQUIPMENT and SUPPLY DEALERS,
with current addresses, etc., will be found on page 115
and 116.
The MODERN THEATRE INFORMATION BUREAU
825 Van Brunt Boulevard. Kansas City 1, Mo.
Gentlemen: Please have suppliers furnish me with iniomiation on:
n Acoustics n Complete RemodelingH Projection Lamps
n Air Conditioning D Decorating D Seating
n Architectural Service D Drink Dispensers Q Signs and Marquees
D "Black" Lighting D Drive-In Equipment Q Sound Equipoiemt
n Building Material D Lighting Fixtures Q Television
n Carpets D Plumbing Fixtures D Theatre Fronts
n Coin Machines D Projectors Q Vending Equipment
Theatre
Address
CSty
Slate

ADVERTISING DISPLAY
Use the Index of Advertised Products at Page 90 to find ad-data herein on popular Items.
1 ADVERTISING DISPLAY
ADMISSION SIGNS—See 124
ADVERTISING, EXPLOITATION—See 2206
ADVERTISING MATS—See 2202
ART SUPPLIES—See 112 and 119
101—ATTRACTION BOARD LETTERS
Adler Silhouette Letter Co., 3021 W. 3Bth St., Chicago
32, 111.
Arlcmit-Strauss Sign Co., 820 12th Ave., New York,
N. Y.
Cadillac Plastic Co., 651 W. Baltimore, Detroit, Mich.
Folk Glass Products Co., 5 Union Sq., New York 3,
N. Y.
McMath-Axilrod Corp., 628-3rd Ave., Dallas 10, Tex.
Poblocki S Sons Co., 2159 S. Kinnickinnic, Milwaukee
7, Wis.
Theatre Specialties, Inc., 1615 Cordova St., Los
Angeles 7, Calif.
Wagner Sign Service, Inc., 218 S. Hoyne Ave., Chicago
12, 111.
AUDIENCE BUILDERS—See 2205, 2206 4 2209
BLACK LIGHT EQUIPMENT—See 502, 505 & 506
102—BORDER CHASERS
Tederal Enterprises, Inc., 8700 S. State St., Chicago
19, 111.
Gale, Dorothea, Mechanisms, 81-01 Broadway,
Queensboro, L. I., N. Y.
McMath-Axilrod Corp., 628-3rd Ave., Dallas 10, Tex.
Poblocki & Sons Co., 2159 S. Kinnickinnic Ave., Milwaukee
7, Wis.
Time-O-Matic Co., Danville, 111.
103—DATE STRIPS
Alto MIg. Co., 1647 Wolfram, Chicago 13, 111.
Edgar S. Bowman, 124 W. 21st St., New York II, N.Y.
Colonial Sales Corp, 928 Broadway, New York 10,
N. Y.
Owl Engraving Co., 2747 Wyoming, St. Louis 18, Mo.
Poblocki & Sons Co., 2159 S. Kinnickinnic, Milwaukee
7, Wis.
Drive-In Theatre Mfg. Co., 729 Baltimore, Kansas
City, Mo.
Theatre Specialties,
Angeles 7, Calif.
Inc., 1515 Cordova St., Los
Universal Corp., 6710 Denton Drive, Dallas 9, Tex.
104—DISPLAY FRAMES, CASES & EASELS
Ad-Color Photo Corp., 650 S. Arroyo Pkwy., Pasadena
1, Calif.
Adler Silhouette Letter Co., 3021 W. 36th, Chicago,
Advanads Co., 2108 Payne Ave., Cleveland Ohio
Alto Mfg. Co., 1647 Wolfram, Chicago 13, 111.
Ames Metal Moulding Co., Inc., 225 E. 144th St.,
New York, N. Y.
Champion Moulding Mfg. Co., 234 E. I5Ist St., N.Y.C.
Colonial Sales Corp., 928 Broadway, New York 10,
N. Y.
Drive-In Theatre Mfg. Co., 729 Baltimore Ave, Kansas
City 2, Mo.
The Kawneer Co., N. Front St., Niles, Mich.
Lobby Display Frame Corp., 551 W. 52nd St., New
York 19, N. Y.
Peoples Display Frame Co., 1513-15 Olympic Blvd
Monlebello, Calif.
Poblocki & Sons Co., 2159 S. Kinnickinnic Ave., Milwaukee
7, Wis.
The MODERN THEATRE INFORMATION BUREAU
825 Van Brunt Boulevard, Kansas City 1, Mo.
Reliance Art Metal Co.,
nafi, Ohio
Romar Vide Co., Chetek, Wis.
Thall Plastic Engineering, 153 Chambers, N. Y, 7, N.Y.
Theatre Specialties, Inc., 1615 Cordova St., Los
Angeles 7, Calif.
Universal Corp., 6710 Denton Drive, Dallas 9, Tex.
105—ELECTRIC TURNTABLES
599 McMicken Ave., Cincin- no—HARDBOARD
Gale, Dorothea, Mechanisms, 81-01 Broadway,
Queensboro, L. I., N. Y.
General Die & Stamping Co., 266 Mott St., N.Y.C.
W. L. Stensgaard & Assoc, Inc., 346 N. Justine St.,
Chicago 7, 111.
Thall Plastic Engineering, 153 Chambers, N. Y. 7 N.Y
Time-O-Matic Co., II06 Bahls St., Danville, III.
EXPLOITATION—See 2206 & 2209
FLASHERS—See 122
106—FLASHED OPAL GLASS
Adler Silhouette Letter Co., 3021 W. 3Bth St., Chicago,
111.
Folk Glass Products Co., 5 Union So., New York 3,
N. Y.
McMath-Axilrod Corp., 628-3rd Ave., Dallas 10, Tex.
Pittsburgh Plate Glass, 632 Duquesne Way, Pittsburgh
22, Pa.
Poblocki

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116—PROCELAIN ENAMELED SIGNS
Adler Silhouette Letter Co., 3021 W. 36lh St., Chicago
32, 111.
Brinker Neon, 708 E. 9th, Cofleyville, Kas.
Federal Enterprises, Inc., 8700 S. State, Chicago 19,
Flexiume Sign Corp., 1454 Main St., Bullalo 9, N. Y.
W. Horstman & Co., 3030 W. Davison, Detroit, Mich.
Long Sign Co., 6209 Hamilton, Detroit 2, Mich.
McMath-Axilrod Corp., 628-3rd Ave,, Dallas 10, Tex.
Poblocki & Sons Co., 2159 S. Kinnickinnic Ave., M'llwaukee.
Wis.
Seaporcel Porcelain Metals, Inc., 28-20 Borden Ave.,
Long Island City, N. Y.
Swanson-Nunn Signs, Inc., 420 S.E. Eighth St., Evansville
5, Ind.
Texlite, Inc., 2900 Factory St.. Dallas 9, Tex.
Wagner Sign Service, Inc., 218 S Hoyne Ave., Chicago
12, 111.
POSTER FRAMES—See 104
117—POSTER PROJECTORS
Gale, Dorothea, Mechanisms, 81-01 Broadv^ay. TRANSPARENCY FRAMES—(See 111)
Queensboro, L. I., N. Y.
F D. Kees Mfg. Co., 24 High St., Beatrice, Neb.
Poblocki & Sons Co., 2159 S. Kinnickinnic Ave., Mil- 127-
waukee 7, Wis.
118—POSTERS. RENTAL
American Poster Co., 2310 Cass Ave.. Detroit 1. Mich.
Glo-Art Poster Co.. 2310 Cass Ave., Detroit, Mich.
Metropolitan Printing Co.. 1609 N. 15th, Philadelphia,
Pa.
National Screen Service Co., 630 Ninth Ave., New
York. N. Y.
119—SHOWCARD COLORS (Also see 125)
Palmer Showcard Paint Co.. 2305 Monroe Ave .
Detroit
Mich.
1.
Devoe & Raynolds Co.. 787 First Ave., New York. N. Y.
120—SIGN FLASHERS
Alto MIg. Co., 1647 Wolfram St. .Chicago, III.
Gale, Dorothea, Mechanisms, 81-01 Broadway,
Queensboro, L. I., N. Y.
W. Horstman & Co., 3030 W. Davison, Detroit 6. Mich.
Long Sign Co.. 6209 Hamilton. Detroit 2. Mich.
McMath-Axilrod Corp.. 628-3rd Ave., Dallas 10. Tex.
Poblocki & Sons Co., 2159 S. Kinnickinnic Ave., Milwaukee
7, Wis.
Reynolds Electric Co.. 3000 River Rd.. River Gfove.
111.
Time-0-Matic Co., 1106 Bahls St., Danville, 111.
121—SIGN MAINTENANCE
Brinker Neon, Coffeyville, Kas.
Federal Enterprises, Inc., S700 S. State St., Chicago,
111.
Flexiume Sign Corp., 1464 Main St., Bullalo 9, N. Y.
W. Horstman & Co., 3030 W. Davison, Detroit, Mich.
Long Sign Co., 6209 Hamilton, Detroit 2, Mich.
McMath-Axilrod Corp.. 628-3rd Ave,, Dallas 10. Tex,
Poblocki & Sons Co.. 2159 S. Kinnickinnic Ave., Milwaukee,
Wis.
Swanson-Nunn Signs, Inc., 420 S.E. Eighth St., Evansville
5, Ind.
White Way Sign & Maintenance Co., 1850 Fulton.
Chicago, III.
122—SIGNS. ADMISSION
Associated Ticket
New York 18.
&
N.
Register
Y.
Corp., 346 W. 44th St.,
L. Bahn Co., 123 W. Canton St., Boston 18, Mass.
Edgar S. Bowman, 124 W. 21st St., New York 11.
N. Y.
Posterloid Corp., 693 Broadway. New York 12. N. Y.
SIGNS, ELECTRIC—See 107 and 113
123—SIGNS, PLASTIC
Ad-CoIor Photo Corp., 650 S. Arroyo Pkwy. Pasadena
1. Calii.
Associated Ticket & Register Corp., 346 W. 44th St.,
New York City.
Edgar S. Bowman. 124 W. 21st St., New York 11. N.Y.
Folk Glass Products Co., 5 Union Sq., New York 3,
N. Y.
Federal Enterprises, Inc., 8700 S. State St.. Chicago
19, 111.
Flexiume Sign Corp., 1464 Main St., Buffalo 9, N. Y.
Gits Molding Corp., 4600 W. Huron, Chicago, III.
W. Horstman & Co.. 3030 W. Davison. Detroit 6. Mich.
Long Sign Co.. 6209 Hamilton. Detroit 2. Mich.
McMath-Axilrod Corp.. 628-3rd Ave,, Dallas 10, Tex.
Owl Engraving & Stamping Co.. 2747 Wyoming St.,
St. Louis 18. Mo,
Poblocki & Sons Co., 2159 S. Kinnickinnic, Milwaukee
7. Wis.
W. L. Stensgaard & Assoc, Inc., 346 N. Justine St..
Chicago 7. 111.
Thall Plastic Engineering. 153 Chambers. N. Y. 7, N.Y.
SILHOUETTE LETTERS—See 101
12S—SILK SCREEN COLORS & EQUIPMENT
Naz-Dar Co., 451 Milwaukee Ave., Chicago 10. 111.
126—STAINLESS STEEL FABRICATIONS
Ames Metal Moulding Co., Inc.. 225 E. 144th St .
New York 51, N. Y.
Brinker Neon. Colleyville, Kas.
Federal Enterprises, Inc., 8700 S. State St.. Chicago
19. 111.
Flexiume Sign Corp.. 1454 Main St.. Bullalo 9, N. Y.
W. Horstman i Co.. 3030 W. Davison, Detroit 5, Mich.
Long Sign Co., 6209 Hamilton, Detroit 2, Mich.
McMath-Axilrod Corp.. 628-3rd Ave., Dallas 10. Tex.
Poblocki S Sons Co.. 2159 S. Kinnickinnic Ave., Milwaukee,
Wis.
The Reliance Art Metol Co., 599 McMicken Ave., Cincinnati
14, Ohio
Universal Corp., 6710 Denton Dr., Dallas, Tex.
Wagner Sign Service, Inc., 218 S. Hoyne, Chicago
12, 111.
West Coast Sheet Metal Works, 935 Venice Blvd.,
Los Angeles 15. Calil.
VALANCES, BANNERS. Etc.
Hollywood Advertising Co., 114 E. 32nd St.. New
York. N. Y.
National Flag Co., 43 W. 21 St., New York, N. Y.
Paramount Flag Co., 520 Folsom. San Fran. 5, Calif.
AIR
CONDITIONING
Am CIRCULATORS-See 206
201—AIR CONDITIONING MAINTENANCE
Frantz Service Co., 2090 S. Columbus, Denver, Colo.
202—Am CONDITIONING SYSTEMS & UNITS
(Cooling only. For Heating See 1000)
Air & Refrigeration Corp., 475 Fifth Ave., N.Y.C.
Alton Mfg. Co., 1112 Ross Ave.. Dallas 2, Tex.
American Blower Corp., Detroit 32, Mich.
American Foundry & Furnace Co.. Bloomington, III.
American Thermal Ind., Inc., 440 Illinois, Detroit,
Mich.
Armo Cooling & Vent. Co.. 30 W. 15lh, New York,
N. Y.
Automatic Firing Corp., 4417 Oleatha Ave., St. Louis.
Mo.
Baker Refrigeration Corp.. 10 Water St.. South
Wmdham. Me.
Brunner MIg. Co., 1821 Broad St., Utica 1. N. Y.
Buffalo Forge Co.. 490 Broadway, Buffalo 4. N. Y.
Bush Mfg. Co.. 179 South St., W. Hartford 10, Conn.
Carrier Corp., 300 So. Geddes St.. Syracuse 1, N. Y.
Chrysler Corp., Airtemp Div.. 1600 Webster St., Dayton
I. Ohio
Clarage Fan Co., Kalamazoo 16, Mich.
W. B. Connor Engineering Corp., Danbury, Conn.
Curtis MIg. Co., Curtis Refrigeration Machine Div.,
1905 Keinlen Ave., St. Louis 20. Mo.
Day & Night Mfg. Co., Monrovia. Calif.
Drayer-Hanson. Inc., 3301 Medford St., Los Angeles
33. Calif.
Fedders-Quigan Corp., 57 Tonawanda, Buffalo, N. Y.
Frick Co., W. Main St., Waynesboro. Pa.
Frigidaire Div.. General Motors Sales Corp.. 300
Taylor St., Dayton 1. Ohio
General Electric Co.. Air Conditioning Dept.. 5 Lawrence
St., Bloomfield, N. J.
General Refrigeration Corp.. Div. of Yates American
Machine Co., Beloit. Wis.
Governaire Div.. National-Simplex-Bludworth. Inc..
92 Gold St., New York 7. N. Y.
Mario Coil Co., 6135 Manchester, St. Louis 10. Mo.
McQuay, Inc., 1609 Broadway St.. N. E., Minneapolis
13, Minn.
National Engineering S Mfg. Co., 519 Wyandotte St.,
Kansas City 6, Mo.
The Pyle-National Co.. 1334 N. Kostner. Chicago, III.
Ready-Power Co., 11233 Freud Ave.. Detroit 26. Mich.
Schnacke. Inc., 1101 N. Governor, Evansville. Ind.
B. F. Sturtevant Div. of Westinghouse Elec. Co..
Boston 36. Mass.
Trane Co., 2030 Cameron Ave., LaCrosse, Wis.
Typhoon Air Conditioning Co.. Inc., 794 Union St.,
Brooklyn 15, N. Y.
U. S. Air Conditioning Corp., Como Ave.. S. E. at
33rd, Minneapolis 14, Minn.
The Vilter Mfg. Co.. 2217 S. First, Milwaukee, Wis.
Worthington Pump & Machinery Corp., Worthington
Ave.. Harrison. N. J.
Yates American Machine Co., Gen. Relrigeration
Div., Beloit, Wis.
York Corp., York, Pa.
203—Am FILTERS
Air Devices, Inc.. 17 E. 12nd St.. N. Y. C.
Air Filler Corp.. 108 F. N. Water St.. Milwaukee. Wis.
Air-Maze Corp , Cleveland 5. Ohio
American Air Filter Co.. Inc.. 215 Central Ave..
Louisville. Ky.
Bullalo Forge Co.. 490 Broadway. Bullalo 4. N. Y.
Continental Air Filters. Inc . 2720 Helm St.. P.O. Box
IIA7, Louisville, Ky.
Curtis Relrigeration Machine Div., 1905 Kienlen Ave..
St. Louis 20, Mo.
Dollinger Corp., 11 Centre Park., Rochester 3,. N. Y.
Farr Co., 2615 Southwest Dr.. Los Angeles, Calif.
The Glasftoss Corp.. Commerce Bldg., N. Y. C.
Owens-Corning Fiberglas Corp., Toledo 1. Ohio
Research Prodiicts Corp , 101} E. Washington Ave..
Madison 10. Vfia.
Trane Co.. 3rd St, & Cameron Ave,. La Crosse. WU.
Trion, Inc.. 1000 Island Ave.. McKees Rocks. Pa.
204—Am PURIFICATION & RECOVERY
See also Odor Absorbers 1616 and Ozone
Generators 1617
Airkem, Inc.. 241 E. 44th. Now York 17, N. Y.
Air Correctives, Inc., 441 Lexington Ave,, N. Y. C.
Air Purification Serv., Inc.. 82 Plone St.. Newark.
N. I.
W. B. Connor Engineering Corp.. 114 E. 32nd St.,
New York 16. N. Y.
General Ozone Corp., 17 W. 60th SL, N. Y. C.
J. F. Pritchard & Co., 908 Grand Ave.. Kansas City
6. Mo.
Raytheon Mfg. Co.. Industrial Electronics Div., Waltham,
Mass.
U. S. Air Conditioningr Corp.. Como Ave.. S.E. at
33rd. Minneap>oli3, Minn.
205—Am WASHERS
Air & Refrigeration Corp., 475 Fifth Ave.. N.Y.C.
Alton Mfg. Co., 1112 Ross Ave.. Dallas 2. Tex.
Binks Mfg. Co., 3114 Carroll Ave. Chicago, 111.
Bufjalo Forge Co.. 490 Broadway, Buffalo 4. N. Y.
Carrier Corp., 300 S. Geddes St.. Syracuse 1. N. Y.
Clarage Fan Co.. Kalamazoo, Mich.
Lennox Furnace Co.. Marshalltown. Iowa
National Engineering & Mfg. Co., 513 Wyandotte St..
Kansas City 5. Mo.
Trane Co., 2030 Cameron Ave.. LaCrosse. Wis.
Spray Engineering Co.. 114 Central. Somerville 45,
Mass.
U. S. Air Conditioning Corp.. Como Ave., S. E. at
33rd, Minneapolis 14. Minn.
The Vilter Manufacturing Co., 2217 S, 1st St,, Milwaukee
7. Wis.
Westinghouse Electric Corp., Sturtevant Div.. 220
ReedviUe. Boston 36. Mass.
York Corp., York. Pa,
BLAST COILS—See 207
206—BLOWERS
Air Controls, Inc., 2310 Superior Ave.. Cleveland. O.
Alton Mfg. Co.. 1112 Ross Ave., Dallas 2, Tex.
American Blower Corp.. Detroit 32. Mich.
Atlas Tool & Mfg. Co.. 5147 Natural Bridge. St. Louih
15, Mo.
Baldor-Electric Co.. 4351 Duncan Ave.. St. Louis. Mo.
Buffalo Forge Co.. 490 Broadway, Buffalo. N. Y.
Carrier Corp.. Syracuse 1, N. Y.
Clarage Fan Co.. Kalamazoo 16. Mich.
Coppus Engineering Corp.. 344 Park Ave.. Worcester
2. Mass.
Diehl Mfg. Co., 1164 Finderne Ave., Somerville, N. J.
ILG Electric Ventilating Co., Chicago 41, 111.
Lau Blower Co., 2007 Home Ave., Dayton. Ohio
Lennox Furnace Co., Marshalltown, Iowa
National Engineering & Mfg. Co., 519 Wyandotte St.,
Kansas City 6. Mo.
Herman Nelson Div. 1824 Third Ave.. MoHne, 111.
Reynolds Mfg. Co.. 412 Prospect. N.E.. Grand Rapids.
Mich.
The Chas. A. Strelinger Co.. 149 E. Larned, Detroit
26. Mich.
B, F, Sturtevant Co., Div. of Westinghouse Electric.
Boston 36. Mass.
Trane Co.. 3rd St. and Cameron Ave.. LaCrosse. Wis.
U. S. A r Conditioning Corp., Como Ave. S.E, at
33rd. Minneapolis 14, Minn.
Viking Air Conditioning Corp., 5601 Wadsworth Ave..
Cleveland. Ohio
L, I. Wing Mfg. Co., 154 W. I4th St., New York, N. Y.
207—COILS, COOLING AND HEATING
Baker Refriaeration Corp., South Windham, Me.
Binks Mfg. Co., 3114 Carroll Ave., Chicago 12, 111.
Buffalo Forge Co., 490 Broadway, Buffalo 4, N. Y.
Bush Mfg. Co., 179 South St.. West Hartford 10, Conn.
Carrier Corp., 300 S. Geddes St., Syracuse 1, N. Y.
Clarage Fan Co., Kalamazoo 16, Mich.
Curtis Mfg. Co., Curtis Refrigerating Machine Div.,
1905 Kienlen Ave., St. Louis 20, Mo.
Frick Co., Waynesboro, Pa.
General Electric Co., Air Conditioning Dept., 5 Lawrence
St.. Bloomfield, N. J.
General Motors Corp., Frigidaire Div., 300 Taylor,
Dayton, Ohio
Lennox Furnace Co., Marshalltown, Iowa
Mario Coil Co., 6135 Manchester Rd., St. Louis
10, Mo.
"THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 93

179
Pittsburgh
3114
2753
11001
Frigidaire
Harrison.
1
11
AIR CONDITIONING
Use the Index of Advertised Products at Page 90 to find cd-dota herein on popular item.
McQuay. lite, 1600 Broadway N.E.. Minneapolis 13.
Minn.
Modine Mlg. Co.. Racine, Wis.
B F. Sturtevant Div. ol Weslinghouse Electric Co..
2i.O ReedviUe St., Boston 36. Mass.
Trone Co., 203O Cameron Ave., LaCrosse, Wis.
Typhoon Air Conditioning Co., Inc., 794 Union St.,
Brooklyn 15. N. Y.
U. S. Air Conditioning Corp., Como Ave., S.E. at
33rd, Minneapolis 14. Minn.
Vilter Mig. Co., 2210 S. First, Milwaukee 7, Wis.
Worthington Pump & Machinery Corp.. Harrison, N. 1.
York Corp., York, Pa.
Young Radiator Co., Racine. Wis.
208—COMPRESSORS and CONDENSERS
Baker Reingerotion Corp.. 10 Water St., South Windham,
Me.
Brunner Mfg. Co., 1321 Broad St., Utica 1, N. Y.
Corner Corp., 300 S. Geddes St., Syracuse 1, N. Y.
Chrysler Corp., Airtemp Div., 1600 Webster St.. Dayton
1. Ohio
Machine Div.,
Curtis Mlg. Co., Curtis Refrigerating
1905 Kienlen Ave., St. Louis 20, Mo.
Frick Co.. W. Main St.. Waynesboro, Pa.
General Electric Co., Air Conditioning Dept., 5 Lawrence
St.. Bloomiield, N. J.
General Motors Corp., Frigidaire Div.. 300 Taylor.
Dayton, Ohio
General Refrigeration Corp., Beloit, Wis.
Mario Coil Co , 6135 Manchester Rd., St. i-ouis 10,
Mo.
McQuay, Inc , 1600 Broadway N.E., Minneapolis 13.
Minn.
Ready-Power Co., 11233 Freud Ave., Detroit, Mich.
Schnacke, Inc., 1101 N. Governor, Evansville. Ind.
Sturtevant, B. F.. Div. of Westinghouse Electric Co.,
Boston 36, Mass.
Trane Corp., 3rd St. & Cameron Ave., La Crosse, Wis.
Typhoon Air Conditioning Co., Inc., 794 Union St..
Brooklyn 15. N. Y.
U. S. Air Conditioning Corp., Como Ave. S.E. at
33rd. Minneapolis 14, Minn.
Vilter Mfg. Co., 2210 S. First, Milwaukee 7, Wis.
Worthington Pump & Machinery Corp., Worthington
Ave.. Harrison, N. J.
Yates American Machine Co., Gen. Refrigeration
Div.. Beloit. Wis.
York Corp.. York. Pa.
209—COOLING TOWERS
American Blower Corp., Detroit 32, Mich.
Baker Refrigeration Corp., 10 Water St., South Windham,
Me.
Sinks Mfg. Co.. 3114-'!0 Carroll. Chicago 12. 111.
Buffalo Forge Co., 490 Broadway, Buffalo 5, N. Y,
Bush Mig. Co . South St.. W. Hartford 10. Conn.
Carrier Corp.. 300 S. Geddes St., Syracuse 1, N. Y.
Chrysler Corp., Airtemp Div., 1600 Webster St., Dayton
1. Ohio
Curtis Refrigeration Machine Div.. 1905 Kienlen Ave..
St, Louis 20, Mo.
General Motors Corp., Frigidaire Div.. 300 Taylor,
Dayton 1, Ohio
Marley Co., Inc., Fairfax & Marley Rds., K. C. 15,
Kans.
Mario Coil Co., 6135 Manchester Rd., St. Louis 10,
Mo.
McQuay, Inc., 1600 Broadway, N. E.. Minneapolis
13. Minn.
New England Cooling Tower Co.. 88 Broad St.,
Boston 10, Mass-
Pritchard & Co. J. F.. 908 Grand Ave., Kansas
City 6, Mo.
Schnacke. Inc.. 1101 N. Governor, Evansville 7.
Trane Co.. LaCrosse. Wis.
Ind
Uni'ed Cooling Tower Co.. 328 Porter Bldg., Linwood
& Broadway, K. C. Mo.
US. Air Conditioning Corp., Como Ave. S. E. at
33rd. Minneapolis 14. Minn.
Vilter Mfg. Co., 2210 S. First, Milwaukee 7, Wis.
Worthington Pump

A
Inc
Koppors
30
318
239
475
300
FREE Postcards are provided ot Page 90 to bring you full information, prices, etc., on any Adrertised Product
CONCESSIONS
Krailile Company, NileB, Calil.
Libbey-Owens-Ford Glass Co., Nicholas Bldg
, Toledo
3, Ohio
Marsh Wall Products, Inc., Dover, Ohio
Dallas 10, Tex,
711 - 141h St.,
McMath-Axilrod
National
Corp.,
Terrazzo &
628 3rd
Mosaic
Ave.,
Ass'n,
N.W,, Washington, D. C.
Pittsburgh Plate Glass Co., 632 Duquesne Way,
U. S. Plywood Corp., 55 44th St., N. Y. 18, N. Y.
Poblocki & Sons Co., 2159 S, Kinnickinnic Ave., Milwaukee
Pittsburgh 22, Pa.
W.
7. Wis.
Reliance Art Metal Co., 599 McMicken Ave., Cincinnati,
Ohio
Seaporcel Porcelain Metals, Inc., 28-20 Borden Ave.,
Long Island City 1, N. Y.
Universal Corp., 6710 Denton Dr., Dallas, Tex.
FLOOR RESURFACING MATERIALS—See 608
303—GLAZING COMPOUNDS
Flexrock Co., Filbert & Cuthbert, Philadelphia 4, Pa.
Horn Co., A. C, Inc , 10th ond 44th Ave., Long Island
1, N. Y.
Pecora Paint Co., Inc., 3501 N. 4th St., Philadelphia
40, Pa.
Pittsburgh Plate Glass Co., 632 Duquesne Way, Pittsburgh
22, Pa.
Sonneborn Sons, L., Inc., 300 4th Ave., N. Y. C.
Steelcote Mfg. Co., 3418 Gratiot St., St. Louis 3, Mo.
304—GLASS BLOCKS
American Structural Products Co., P.O. Box 1035, Toledo
1, Ohio
Owens-Illinois Glass Co., Insulux Products Div.,
Ohio Bldg., Toledo 1, Ohio
Pittsburgh Corning Corp., 307 Fourth Ave., Pittsburgh
22. Pa.
Pittsburgh Plate Glass Co., 632 Duquesne Way, Pittsburgh
22. Pa.
PAINTS—See 507
305—PARTITIONS, PREFAB
American Sanitary Partition Corp., 37-03 21st St.,
Long Island 1, N. Y.
Owens-IUinois Glass Co., Kaylo Div.. Box 105, Toledo
1, Ohio
Pittsburgh Plate Glass, 632 Duquesne Way, Pittsburgh
22, Pa.
Sanymetal Products Co., Inc., 1705 Urbona Rd.,
Cleveland 12, Ohio
Unistrut Products Co., 1013 W. Washington Blvd.,
Chicago, 111.
306—PLATE GLASS
Libbey-Owens-Ford Glass Co., Nicholas Bldg., Toledo
3, Ohio
Nurre Companies, Inc., Bloomington, Ind.
Pittsburgh Plate Glass Co., 632 Duquesne Way, Pittsburgh
22, Pa.
Semon Bache & Co., 636 Greenwich St., N. Y. 14,
N. Y.
PLEXIGLAS—See 301
PREFABRICATED THEATRE UNITS—See 2208
307—ROOF PRESERVATIVE
Certain-Teed Products Corp , 120 E, Lancaster, Ardmore.
Pa.
Dearborn Chemical Co., 310 S. Michigan Ave.,
Chicago 4, 111.
Glidden Co., 11001 Madison Ave , Cleveland 2, Ohio
Ohio
Flexrock Co., Filbert & Cuthbert, Philadelphia 4, Pa.
Horn Co., A. C, Inc., 10th St. and- 44th Ave., Long
Island 1, N. Y.
Morris Paint & Varinsh Co., 1823 Washington, St.
Louis 3, Mo.
Pabco Products, Inc., 475 Brannin, San Francisco 19,
Cahf.
Pecora Paint Co., Inc., 3501 N. 4th St., Phila. 40, Pa.
Pittsburgh Plate Glass Co., 632 Duquesne Way, Pittsburgh
22, Pa.
Sonneborn Sons, L., Inc., 300 4th Ave., N. Y. 10, N. Y.
Steelcote MIg. Co., 3418 Gratiot, St. Louis, Mo.
Stonhard Co., 1306 Spring Garden St., Philadelphia
23, Pa.
308—ROOF SLABS, PRECAST CONCRETE
Certain-Teed Products Co., 120 E. Lancaster, Ardmore.
Pa.
Concrete Plank Co., Exoh. PL, Jersey City, N. J.
303—HOOFING MATERIALS
Alexite Engineering Co., Alexander Film Bldg.,
Colorado Springs, Colo.
Allied Chemical & Dye Corp., Barrett Div., 40 Rector
St., New York 6, N. Y.
Celotex Corp., 120 S. LaSalle St., Chicago, III.
Certain-Tesd Products Corp.. 120 E. Lancaster, Ardmore.
Pa.
Flexrock Co
, Filbert & Cuthbert St«., Phila., Pa.
riintkote Co., Inc., 30 Rockeloller Ploza, N. Y. 20,
Globe Roofing Products Co, Inc., P. O. Box 430.
Whiting, Ind.
Horn Co
. C . Inc., 10th St. and 44lh Av«., Long
Island City 1, N. Y.
Johns-Manville Corp., New York, N. Y.
Keasbey & Mattison Co., Ambler, Pa.
Koppers Co
, , Bldg., Pisttburgh 19. Pa
Insulite Div. of Minnesota 5 Ontario Paper Co., 500
Baker Bldg., Minneapolis 2. Minn.
Owens-Illinois Glass
ledo 1, Ohio
Co., Kaylo Div., Box 1035, To-
Pabco Products, Inc.. 475 Brannin, San Francisco 19
Calif.
Pittsburgh Plate Glass. 632 Duquesne Way. Pittsburgh
22, Pa.
Ruberoid Co., 500 Filth Ave, New York, N. Y.
Stonhard Co., 1306 Spring Garden St., Philadelphia
23. Pa.
Sonneborn Sons, L., Inc., 300 4lh Ave.. N. Y. 10. N. Y.
Timber Structures, Inc., 812 Temple Bldg., K. C. Mo.
United Laboratories, Inc., 16801 Euclid Ave., Cleveland
12, Ohio
United States Gypsum Co., Chicago. 111.
Zonolite Co., 135 S. LaSalle, Chicago 3. 111.
310—STAINLESS STEEL
Allegheny-Ludlum Steel Co.. H. W. Oliver Bldg..
Pittsburgh 22. Pa.
American Rolling Mill Co., Mlddletown, Ohio
Carnegie Illinois Steel Corp., Pittsburgh 30, Pa.
Crucible Steel Co. of America, N. Y. 17, N. Y.
Poblocki & Sons Co., 2159 S. Kinnickinnic Ave., Milwaukee
7, Wis.
Rigidized Metals Corp.. 658 Ohio, Buffalo 3, N. Y.
U. S. Steel Corp. of Del.. Pittsburgh. Pa.
Universal Corp.. 6710 Denton Dr., Dallas, Tex.
STRUCTURAL GLASS—See 304 and 501
311—TERRACOTTA
American Terra Cotta Corp., 228 N. LaSalle St., Chicago
1, 111.
Krattile Co., Niles, Calif.
312—TILE, ALUMINUM & STAINLESS STEEL
Alloy Tile Corp., 109 Roosevelt Ave., Belleville, N. J.
Bestile Mfg. Corp., Ontario. Calif.
Metal Tile Co., 120 N. Broadway, Hastings, Mich.
Ohio Can & Crown Co., MassiUon, Ohio
TILE, CERAMICS & QUARRY—See 612
TILE, ASPHALT & RUBBER—See 602 & 609
314—TRUSSES, ROOF & ARCHES
Rilco Laminated Products Co., 2562 1st Nafl Bank
Bldg., St. Paul, Minn.
Timber Structures, Inc., 3400 N.W. Yeon, Portland,
Ore.
Unistrut Products Co., 1013 Washington Blvd., Chicago,
111.
315^WATERPROOFINGS
AUied Chemical & Dye Corp., Barrett Div., 40 Rector
St., New York 6. N. Y.
Certain-Teed Products Corp., 120 E. Lancaster, Ardmore,
Pa.
,
Flexrock Co., Filbert & Cuthbert Sts.. Phil. 4, Pa.
Flintkote Co., Inc Rockefeller Plaza, New
York 20, N. Y.
Glidden So., 11001 Madison Ave., Cleveland 2, Ohio
Horn Co., A, C, Inc., 10th St. and 44th Ave., Long
Island City 1, N. Y.
lax Rubber Products Co., 1057 E, 8th St., Jacksonville
6, Fla,
Koppers Co., Inc., Koppers Bldg., Pittsburgh 19, Pa.
Master Builders Co., 7016 Euclid, Cleveland 3, Ohio
Pabco Products, Inc., 475 Brannin, San Francisco 19.
Calif.
Pecora Paint Co., 3501 N. Fourth St., Phila., Pa.
Pittsburgh Plate Glass. 632 Duquesne Way, Pittsburgh
22. Pa.
Reordon Co. (Bondex), St. Louis 6. Mo.
Sonneborn Sons, L , Inc., 300 4th Ave,, N. Y. 10, N. Y.
Steelcote Mfg. Co., 3416 Gratiot, St. Louis 3, Mo.
Stonhard Co., 1306 Spring Garden St., Phila. 23, Pa.
Tufcrete Co., Teachout Bldg., Des Moines 9, Iowa
316—WOOD PRESERVATIVE
Dow Chemical Co., Midland, Mich.
Du Pont de Nemours & Co., E. I., Inc.. Wilmington
98, Dela.
Glidden Co., 11001 Madison Ave.. Cleveland 2, Ohio
Koppers Co., Inc., Koppers Bldg., Pittsburgh 19, Pa.
Monsanto Chemical Co., 1700 S. 2nd St., St. Louis
4, Mo.
Nuodex Products Co., Inc., 802 Magnolia Ave..
Elizabeth. N. J.
Pabco Products. Inc .
Cahf
Brarmm, San Francisco 19,
Pittsburgh Plate Glass Co.. 632 Duquuna Way.
Pittsburgh 22. Pa
Sonneborn Sons. L . Inc
, 4th Ave , U. Y. 10. N. Y
Steelcote Mfg. Co.. 3418 Gratiot, St. Louis 3. Mo.
Stonhard Co., 1306 Spring Garden St., Phila 23. Pa.
Tufcrete Co.. Inc., 502 Locust St., Detroit. Mich.
CONCESSIONS
401—BEVERAGES—See also 437
Ail-American Drinks Corp.. 55 42nd St.. N.Y.C.
B-1 Beverage Co . 4000 Lindell Blvd.. St. Louis 8. Mo.
Bireloy's. 1127 N. Mansfield Ave . Hollywood 38. Calif.
California Fruit Growers Exchange, Ontario. Calit
Canada Dry Ginger Ale. Inc.. 100 Park Ave., Now
York. N. Y.
Citrus Products Co. II E. Hubbard. Chicago 111.
Cobb's Fruit & Preserving Co.. Little River. Fla.
Coca-Cola Co., 515 Madison Ave., New York 22. N. Y.
Cleveland Fruit Juice Co., Cleveland 13. Ohio.
Cole Products Corp., 39 S. La Salle St.. Chicago 3.
111.
Dad's Root Boer Co.. 2800 N. Talman, Chicago, 111.
Dr. Pepper Co.. 5523 East Mockingbird Lane. Dallas
Tex.
2.
Dr. Swett's Root Beer Co.. Inc., 17 Battery PI.. NYC.
Double-Cola Co.. 1478 Market, Chattanooga 8. Tenn.
Grapette Co., 112 E. Grinstead, Camden, Ark,
Green Spot, Inc., 1501 Beverly Blvd., Los Angeles.
Calif.
Hires Co., Charles E.. 206 S. 24th. Phila. 3, Pa.
lulep Co., 353 W. Grand. Chicago. 111.
Lime Cola Co., 112 N. Highland Park. Chattanooga.
Tenn.
Liquid Carbonic Corp.. 3100 S. Kedzie. Chicago. 111.
Ludford Fruit Products, 1411 S. Western. Los Angeles.
Colif.
Marbert Products. Inc.. 19 E. Lombard. Baltimore. Md.
Matey Co., Inc., 302 E, 41st, New York 18. N. Y.
Mission Dry Corp., Terminal Annex, P.O. Box 2477,
Los Angeles, Calif.
Nedick's, Inc., 44 W. M3rd St., New York 37, N. Y.
Nehi Corp., lOth and 9th Ave., Columbus, Ga.
Nesbitt Fruit Prod.. 2946 E. 11th. Loa Angeles, Calif.
Nicholson Co, H, R.. Ill S. Gay. Baltimore. Md.
Orange-Crush Co W. Superior, Chicago 10. 111.
O-So-Grape Co., 1931 W. 63rd, Chicago 3, 111.
Par Beverage Corp., 912 Sycamore, Cincinnati, Ohio.
Portland Punch Co.. 1520 N. Highland. Los Angoles,
Calif.
Red Rock Bottlers. Inc., 901 W. Peachtree. Atlanta.
Ga.
Richardson Corp., 1069 Lyell Ave., Rochester, N. Y.
Richmond-Chase Co., San Jose 7, Calif.
Seven-Up Co., 1221 Locust, St. Louis 3. Mo.
W. Sheinker & Son. Inc.. 126 W. 22nd St.. N.Y.C.
Smith Co.. J. Hungerford, 410 N. Goodman, Rochester
13, N. Y.
Squirt Co., 202 S. Hamilton Dr., Beverly Hills, Calif.
Sun Spot Co., 1520 Ridgely, Baltimore. Md.
Tone Products Co.. 3846-48 W. Lake St.. Chicago
24, 111.
Tropical Brands Co.. 1500 Ridgely St., Baltimore 30.
Md.
Tru-Ade. Inc.. 20 N. Wacker Dr., Chicago 6.
Tru-Rich Extract Co , High Point. N. C.
III.
lames Vernor Co . Woodward. Detroit, Mich,
Vess-Whistle Beverage Co., 5020 Arsenal, St. Louis
3, Mo.
Welch Grope Juice Co., 55 5th Ave.. New York 3. N. Y.
Wonder Orange Co., 223 W. Erie, Chicago 10. 111.
402—BEVERAGE COOLERS, BOOTLE
Artkraft Mfg. Corp., Lima, Ohio.
Bastian-Blessing Co., 4201 W. Peterson, Chicago. 111.
Bevco Co., Inc., 3316 S Broadway, St, Louis, Mo.
Colbar, Inc., 1070 W. Third Ave.. Columbus, Ohio.
Frigidaire Div., General Motors Corp., Dayton. Ohio
General Electric Co.. Bloomfield. N. J.
Ideal Dispenser Co.. 507 S. McClun St., Bloomington,
111.
La Crosse Cooler Co.. La Crosse, Wis.
Nash-Kelvinator Corp., Detroit 32, Mich.
Progress Refrfgerator Co., 727 S. I3th. Louisville, Ky.
Shearer-Gillett Corp., Marshall, Mich.
Superior Refrigerator Co.. 1606 Pine, St. Louis, Mo.
Westinghouse Electric Corp., Springfield, Mass.
BEVERAGE DISPENSERS—See 415, 2106, 2108
403—BOOKS, CONCESSION OPERATION
Batschelet, Ralph J.. 519 16th St., Denver. Colo.
404—BOOTHS, CONCESSION
Brody Seating Co.. 2127 W. Iowa. Chicago, 111.
Comfort Lines, Inc., 1735 W. Dlvorsey Blvd.. Chicago
14, 111,
Confection Cabinet Corp., 60 Park Place, Newark
2, N. J.
Farley & Loetscher Mfg. Co., Dubuque, Iowa.
Stand. Store Rt. Co., 644 W. Madison, Chicago. 111.
"THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 95

200
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Chicago
CONCESSIONS
Use the Index of Advertised Products at Page 90 to find ad-data herein on popular iten
Theatre Candy Co., Inc., 1920 E. Kenilworth Rd.,
Milwaukee 2, Wis.
West Coast Sheet Melal Works. 935 Venice Blvd.,
Los Angeles 15, Calif.
405—BUTTER DISPENSER, POPCORN
Automatic Products Co., 250 W. 57th St., New York
19, N. Y.
Brink, C. I., Inc.. South Boston, Mass.
Helmco Mfg. Co., 1215 W. Fullerton. Chicago, 111,
West Coast Sheet Metal Works, 935 Venice Blvd.,
Los Angeles 15, Calif.
406—CANDY
Allen & Smith Co., 17 N. 20th St., Richmond, Va.
Fred W. Amend Co., 8 S. Michigan Ave., Chicago, 111.
Paul F. Beich Co., Bloomington, 111.
Bloomer Candy Co., Zanesville, Ohio
Blumenthal Bros., Margaret & James Sts., Phila. 37, Pa.
Brach & Sons, E. ]., 4656 W. Kinzie, Chicago, 111.
Brocic Candy Co., Chattanooga, Tenn.
Brown & Halev, 110 E. 26th, Tacoma. Wash.
Bunte Brothers. 3301 Franklin Blvd., Chicago, III.
Cardinet Candy Co., Oakland, Calif.
Charland Candy Mfg. Co.. 707 S. Wells St., Chicago
7. 111.
Charms Co.. 601 Bangs Ave.. Asbury Park, N. J.
Chase Candy Co., 4230 Gravois Ave., St. Louis, Mo.
Cho-Cho Co.. Box 2035. Wilshire Labrea Station.
Los Angeles 36. Calif.
Chunky Chocolate Co.. 200 Delancy St.. Brooklyn.
N. Y.
Clark Co.. D. L.. 503 Martindale. Pittsburgh. Pa.
Cocilana. Inc.. 360 Furman St., Brooklyn 1, N. Y.
Confections, Inc.. 160 N. Loomis. Chicago 7. 111.
Cook Chocolate Co.. 4825 S. Rockwell, Chicago, 111.
Cracker Jack Co., 4800 W. 66th St., Chicago, 111.
Curtiss Candy Co., 1101 Belmont Ave., Chicago, III.
Delecia Chocolate & Candy Co., 50 Antim PI.,
Bronx, N. Y.
Delson Candy Co., 342 W. 14th St., New York, N. Y.
Dennis Candy Factory, Inc., 793 Monroe Ave., Rochester,
N. Y.
Deran Confectionery Co., Cambridge, Mass.
Fenn Bros., Inc., 120 E. 10th, Sioux Falls, S. D.
Ferrara Candy Co., 2200-10 W. Taylor, Chicago. 111.
F&F Laboratories. Inc.. 3501 W. 48th PL. Chicago
32. 111.
Goldenberg, D.. Inc.. "I" & Ontario. Philadelphia. Fa.
Gold Medal Candy Co.. 2S57 W. 8th, Brooklyn, N. Y.
Hamilton Candy Co.. 617 E. 25th. Tacoma. Wash.
Henry Heide. Inc., 313 Hudson. New York. N. Y.
Hershey Chocolate Corp.. 19 E. Chocolate Ave.. Hershey,
Pa.
Holloway Co.. M. J., 308 W. Ontario. Chicago.
Hollywood Candy Co.. Centralia, 111.
111.
Huston Peanut Co., Tom, Columbus, Go.
Huyler's. 660 1st Ave., New York, N. Y.
lafee Candy Co., 37th & Grand, Los Angeles. Calif.
Hoben Candy Corp.. Ashley. III.
Howard Johnson Co.. Wollaston, Mass.
Johnson Candy Co.. Walter H.. 4500 W. Belmont
Ave.. Chicago 41. Ill,
Johnson Co.. Robert A., 4023 W. National Ave., Milwaukee
I. Wis.
Kimbell Candy Co., 6546 W. Belmont, Chicago, 111.
Klein Chocolate Co.. Inc.. Elizabethtown. Pa.
Leaf Brands, Inc.. 1155 N. Cicero Ave.. Chicago.
Edgar P. Lewis & Sons, Inc., Maiden 48. Mass.
111.
Liberty Orchards Co., 117 Mission, Cashmere, Wash.
Life Savers Corp.. Port Chester. N. Y.
Lummis & Co., 148 N. Delaware, Philadelphia 6, Pa.
Luden's, Inc.. 200 N. Sth.. Reading. Pa.
M&M, Lf.. 200 N. !2th. Newark 7. N. J.
Mars. Inc.. 2019 N. Oak Park Ave.. Chicago 35. III.
Mason. Au & Magenheimer Confectionery Mfg. Co..
P. O. Box 459, Mineola. Long Island, N. Y.
Meadors Mfg. Co., Greenville. S. C.
Melster Candies. Inc.. Cambridge, Wis.
Minter Bros., 5051 Lancaster Ave., Philc., 31, Pa.
National Licorice Co., 105 John. Brooklyn I. N Y
Nestle Chocolate Co.. 60 Hudson St., New York, N. Y.
New England Confectionery. 254 Massachusetts Ave.,
Cambridge 39, Mass.
Morris Candy Co., 232 Peochtree St., Atlanta, Ga.
Peanut Specialty Co.. 400 W. Superior, Chicago 10,
Peter Poul. Inc.. New Haven Rd.. Naugatuck, Conn.
Quaker City Chocolate & Confectionery Co., Inc
2140 Germantown Ave., Philodlephia 22, Pa.
Queen Anne Candy Co.. Hammond. Ind.
Reed Candy Co.. 1245 W. Fletcher. Chicago. 111.
Richardson Co.. Thos. D., Atlantic and I Sts.. Philadelphia
34. Pa.
Ridleys. 159 Carlton Ave.. Brooklyn 5 N Y
Riggi Candy Co.. 3720 W. North Ave.. Chicago, 111.
Rockwood Candy Co.. 88 Washington Ave.. Brooklyn.
N. Y.
Schutler Candy Div., 1501 Locust, St. Louis 3, Mo.
Service Confections, Ltd., 243 Lilac St., Winnipeg
Manitoba, Canada
Shotwell Mlg. Co., 3501 W. Potomac. Chicago 111
Sierra Candy Co.. 2201 Third, San Francisco. Calif
Sperry Candy Co., 133 W. Pittsburgh, Milwaukee,
Stand. Candy Co., 443 2nd Ave., N., Nashville, Tenn.
Sweets Co ol America, Inc., 1515 Willow Ave., Hoboken,
N. J.
Swilzer Licorice Co., 612 N. First St., St. Louis Mo
Terry
'
Candy Co.. Elizabeth 3, N. J.
Top Notch Candles, Inc
, Dolancoy NYC
Wayne Condies. Inc.. 1501 E. Berry St., For't Wayne
1. Ind.
James O. Welch Co.. 810 Main. Cambridge, Mass.
Wilbur-Suchard Co., Inc., 48 N. Brood, Lilitz. Pa.
Williamson Candy Co.. 4701 Armitage, Chicago. 111.
V/illiamson. Homer J.. Inc.. 1720 E. 33th St.. Indianapolis.
Ind.
Zigeler. George Co.. 408 W. Florida. Milwaukee. Wis.
407—CANDY DISPLAY CASES
Columbus Show Case Co., 850 W. 5th.. Columbus
8, Ohio
Confection Cabinet Corp.. 60 Park PL. Newark. N.J.
Cretors & Co.. C, Inc., 620 W. Cermak Rd.. Chicago
16. III.
Dayco Metal Prod.. 811 W. 12th, Los Angeles, Calif.
Grand Rapids Store Equip. Co., Grand Rapids 2,
Mich.
Manley, Inc.. 1920 Wyandotte St.. Kansas City 8. Mo.
Paley Mfg. Co., 244 Herkimer, Brooklyn, N. Y.
Service Confections. Ltd.. 243 Lilac St.. Winnipeg.
Manitoba. Canada
Store Kraft Mfg. Co., Beatrice. Neb.
Theatre Candy Co.. Inc.. 1920 E. Kenilworth PI..
Milwaukee 2, Wis.
Weber Showcase & Fixture Co.. 5700 Avalon Blvd..
Los Angeles 54. Calif.
West Coast Sheet Metal Works. 935 Venice Blvd..
Los Angeles. Calif.
409—CANDY FLOSS MACHINES
Challenger Equipment Co., Box 249, Harvey, 111.
Concession Supply Co., 3916 Secor, Toledo, Ohio
Electric Floss Machine Co., 726 Benton Ave., Nashville,
Tenn.
Gold Medal Products, 316 E. 3rd, Cincinnati, Ohio
Service Confections, Ltd. ,
Manitoba, Canada
Lilac St. , Winnipeg,
410—CARMEL CORN EQUIPMENT
Concession Supply Co., 3916 Secor Rd., Toledo 3,
Ohio
Long Eakins, Dept. MTH, Springfield, Ohio
Dore Popcorn Co., 5913 "W. North Ave., Chicago
31, 111.
Dunbar

"^li FREE Postcards are provided at Page 90 to bring you full information, prices, etc.. on any Advertised Product CONCESSIONS
UTiiled Dairy Equip. Co., West Chester, Pq
Weber Showcase & Fixture Co., Los Angeles, Cahf.
West Coast Sheet Metal Works, 935 Venice Blvd.,
Los Angeles 15, Calil.
418—ICE CREAM
Arden Farms, 1890 W. Slauson, Los Angeles, Calif.
Beatrice Foods Co., 120 S. LaSalle, Chicago, 111.
Borden Co., 350 Madison Ave., New York, N. Y.
Carnation Milk Co., 5045 Wilshire, Los Angeles, Calif.
Lowe Corp., Joe., 601 W. 26th St., New York, N. Y.
National Dairy Products Co., 230 Park Ave., N.T.C.
419—ICE CREAM FREEZERS—SOFT
Baslian-Blessing Co., 4201 W. Peterson Ave., Chicago
Carvel Corp., 550 W. 35th, New York, N. Y.
Coleman Equipment Co., Inc., 7527 S. Cottage Grove,
Conc'e^s^on Supply Co., 3916 Secor Rd., Toledo 13,
General Equipment Sales Co., 824 So. West St. Indianapolis,
Ind.
Mills Industries, 4110 Fullerton, Chicago, III.
Port Morris Machine & Tool Works, 708 E. 135lh
St., New York, N. Y.
.
Service Confections, Ltd., 243 Ulac St., Winnipeg,
Manitoba, Canada
Sweden Freezer Mfg. Co., 3401 17th Ave., W., Seattle
99, Wash.
Tekni-Cralt Co., Beloit, Wis.
ICE CREAM VENDERS—See 2110
420—ICE SHAVERS
Bert's Electric Automatic Snow Cone Machine, P.O.
Box 7803, Fair Park, Dallas, Tex.
Concession Supply Co., 3915 Secor Rd., Toledo 13,
Ohio „ , . w
S T Echols, 3700 S. Jefferson, St. Louis, Mo.
Gold Medal Products Co., 318 E. 3rd St., Cincinnati
Kri'py Kist Korn Machine Co., 120 S. Hoisted St.,
Chicago 6, 111.
„ „
Multiple Products, 5210 Bonita, Dallas, Tex.
Service Confections, Ltd., 243 Lilac, Winnipeg,
Manitoba, Canada
Sno-Master Mfg. Co., 124 Hopkins PI., Baltimore, Md.
421—KETTLE WIPES
Prunty Seed & Grain Co., 620 N. 2nd St., St. Louis,
Mo.
422—MALTED MILK MIXERS
Hamilton-Beach Co., 1509 Rapids Dr., Racine, Vfis.
John Oster Mfg. Co., 1 Main St., Racine, Wis.
Prince Castle Sales Div., La Salle-Wacker BIdg.,
Chicago, 111.
423—NUTS
Blevins Popcorn Co., Popcorn Village, Nashville,
Tenn.
Chunk-E-Nut Products Co., 2908 Smallman St., Pittsburgh
1, Pa.
Circus Foods, Inc., 15th and Rhode Island, San
Francisco, Calif.
Electricooker Sales, Inc., 250 Park Ave., New York,
N. Y.
Huston Peanut Co., Tom, Columbus, Go.
Kayline Candy Co., 1220 S. Michigan, Chicago, 111.
Kelling Nut Co., 365 E. Illinois, Chicago II, 111.
Planters Nut and Chocolate Co., Wilkes-Barre, Pa.
Ritchies Nuts, 333 E. 2nd St., Los Angeles 12, Calif.
Morris Rosenberg Co., 638 E. 9th, Los Angeles, Calif.
424—PAPER CUPS
American Paper Goods Co., Kensington, Conn.
Dixie Cup Co., 24th and Dixie Ave., Easton, Pa.
Lily-Tulip Cup Corp., 122 E. 42nd St., New York
17, N. Y.
Maryland Paper Products Corp., 1100 S. Eutaw, Baltimore,
Md.
Paper Container Corp., 28 E. Jackson, Chicago, 111.
Service Confections, Ltd., 243 Lilac St., Winnipeg,
Manitoba, Canada
425—PEANUT ROASTERS
Chunk-E-Nut Products Co., 2908 Smallman, Pgh., Pa.
Concession Supply Co., 3916 Secor Rd., Toledo 13.
Ohio
Dunbar S Co., 2652 W. Lake St., Chicago 12, 111.
Gold Medal Products Co., 318 E. 3rd St., Cincinnati
2, Ohio
Krispy Kist Korn Machine Co., 120 S. Halsted St.,
Chicago 6, 111.
Long Eakins Co., Dept. MTH, Springfield 99, Ohio
Prunty Seed & Grain Co., 620 N. 2nd St., St. Louis,
Mo.
Service Confections, Ltd., 243 Lilac St., Winnipeg,
Manitoba, Canada
Star Mfg. Co., Inc., 6300 St. Louis Ave., St. Louis,
Mo.
Theatre Candy Co., Inc., 415 Van Braam, Pgh., Pa.
425-A—PEANUTS IN SHELL
Prunty Seed S Grain Co., 620 N. 2nd, Si. Louis. Mo
426—POPCORN
A B.C. Popcorn Co., 3441 W. North Ave., Chicago, 111.
American Pop Corn Co., Sioux City, Iowa
Armstrong Popcorn Co., Lake View, Iowa
Atkins Popcorn Co., 1014-AS. Lamar St., Dallas, Tex.
Barteldes Seed Co., Lawrence, Kas.
Blevins Popcorn Co., Popcorn Village, Nashville,
Tenn.
Central Popcorn Co., Schaller, Iowa
Chicago Popcorn S Supply Co., 2440 N. Drake, Chicago,
111.
Chunk-E-Nut Prod., 2908 Smallman, Pittsburgh, Pa.
Concession Supply Co., 3916 Secor Rd., Toledo 13,
Ohio
Cretors & Co., Inc., C, 620 W. Cermak Rd., Chicago
16, HI.
Darden & Co., Chas. E., Box 2207, Dallas, Tex.
Detroit Popcorn Co., 5633 Grand River Ave., Detroit
8, Mich.
Dickinson Co., Albert, Lock Drawer 788, Chicago
90, 111.
Dore Popcorn Co., 5913 W. North Ave., Chicago, 111.
Embro Popcorn Co., 1020 S. 4th St., St. Louis, Mo.
Gibson Co., Harlan, Iowa
Golden Popcorn Co., Winchester, Ind.
Gold Medal Products Co., 318 E. 3rd, Cincinnati 2,
Ohio
Dwight Hamlin Co., 2139 Oliver St., Pittsburgh, Pa.
Hollywood Servemaster Co., 116 W. 18th, Kansas
City, Mo.
Huston Peanut Co., Tom, Columbus, Ga.
Interstate Popcorn Co., 47 Church St., Boston 16,
Mass.
Indiana Popcorn Co., Muncie, Ind.
Jayhawk Popcorn Co., Atchison, Kas.
Kline-Johnsen Popcorn Co., Omaha, Neb.
Kontney Carton Co., P. O. Box 402, Green Bay, Wis.
Krispy Kist Kom Machine Co., 120 S. Halsted St..
Chicago 6, 111.
LSL Popcorn Co., 120 W. 18th, Kansas City, Mo.
Manley, Inc., 1920 Wyandotte, Kansas City, Mo.
McCarty Seed Co., J. A., Evansville 10, Ind.
Mellos Peanut Co., 637 Towne, Los Angeles, Calil.
Midwest Popcorn Co., 1114 Howard, Omaha 8, Neb.
Northwest Popcorn Co., Delaware, Ohio
Nu-Way Popcorn Sales, 14128 Puritan, Detroit,
Popcorn Sales, Inc., Carnarvon, Iowa
Mich.
Poppers Supply Co., 1211 N. 2nd St.. Phila. 22, Pa.
Pronto Pop Corn Sales Corp., 702 Beacon, Boston
15, Mass.
Prunty Seed & Grain Co., 620 N. 2nd, St. Louis, Mo.
Reist Seed Co., 239 N. Prince St., Lancaster, Pa.
Reynolds Pop Corn Co., Osgood, Ind.
Ryan Popcorn Co., Murry, Ky.
Service Confections, Ltd., 243 Lilac St., Winnipeg,
Manitoba, Canada
Superior Popcorn Co., Des Moines, Iowa
Theatre Candy Co., 415 Von Broom, Pittsburgh, Pa.
Valley Popcorn Supply Co., 422 Western Ave.,
Davenport, Iowa.
Weaver Popcorn Co., Huntington, Ind.
Wyandot Popcorn Co., Marion, Ohio
Yoder Popcorn Co., Topeka, Ind.
Y5Y Popcorn Supply Co., 256 N. 13. Phlla., Pa.
427—POPCORN DISPLAY MERCHANDISER
Cinesnax Corp., 988 Market St., San Francisco 2,
Calif.
Concession Supply Co., 3916 Secor Rd., Toledo 13.
Ohio
Dunbar & Co., 2652 W. Lake St., Chicago 12, 111.
Hollywood Servemaster Co.. 144 W. 18th. K.C. 8, Mo.
Krispy Kist Korn Machine Co., 120 S. Halsted St.,
Chicago 5, 111.
Manley, Inc., 1920 Wyandotte, Kansas City S, Mo.
Poppers Supply Co., 1211 N. 2nd St., Phila. 22, Pa.
Pronto Pop Corn Sales, Inc., 702 Beacon, Boston,
Mass.
428—POPCORN, PREPOPPED
ABC. Popcorn Co., Inc., 3441 W. North Ave, Chicago,
111.
Blevins Popcorn Co., Inc., Popcorn Village, Nashville.
Tenn.
, „ _.
Chunk-E-Nut Products Co.. 2908 Smallman St., Pittsburgh
I. Pa.
Confection Cabinet Corp.. 60 Park PI.. Newark, N. J.
Huston Peanut Co.. Tom. Columbus. Ga.
Kontney Carton Co., P.O. Box 402, Green Bay. Wis.
Nu-Way Popcorn Sales. 14128 Puritan. Detroit. Mich.
Popcorn Processing Co., Hagerstown. Md.
"POP" Corn Sez, Inc., of Penna., Delaware S Montrose
Ave., Upper Darby, Pa.
Pop-Fresh Popcorn Co., 4407 S. Normandie, Los Angeles
37, Calif.
Pronto Popcorn Sales Corp., 702 Beacon St., Boston,
Mass.
Reddy Popcorn Co., NE Broadway, Portland. Ore.
Service Confections, Ltd., 243 Lilac St., Winnipeg,
Manitoba, Canada
429—POPCORN MACHINES—(Also see 2113)
Concession Supply Co., 3916 Secor Rd., Toledo 13,
Ohio
Cretors & Co.. C. 620 W. Cermak Rd.. Chicago. III.
Geld Medal Products Co., 318 E. 3rd. Cincinnati 2.
Ohio
Koger Popcorn Machine Mfg. Co., 7422 Complon SI .
Los Angeles I, Calil.
Krispy Kist Korn Machine Co., 120 S. Halsted St .
Chicago 6, III.
_
Long Eakins Co.. Dept. MTH. Springfield. Ohio
Manley. Ino . 1920 Wyandotte. Kansas City 8, Mo.
Prunty Seed & Grain Co.. 620 N. 2nd. St. Louis. Mo
Royal Mfg. Co.. 1321 Virginia. K. C. Mo.
Star Mfg. Co., 5300 St. Louis Ave., St. Louis 20, Mo
430—POPCORN SACKS AND BOXES
ABC. Popcorn Co., Inc., 3441 W. North Ave., Chicago
47. 111.
Americon Paper Goods Co., Kensington, Conn.
American Pop Corn Co.. Sioux City, Iowa
Blovins Popcorn Co., Popcorn Village. Nashville.
Tenn.
Chicago Popcorn & Supply Co., 2440 N. Drake. Chicago
47, III,
Chunk-E-Nut Products Co., 2908 Smallman St., Pittsburgh
1, Pa.
Concession Supply Co., 3916 Secor Rd., Toledo 13.
Ohio
Cooper Carton Corp., 4343 S. Ashland, Chicago 9,
Cretors & Co.. C, 620 W. Cermak Rd , Chicago 16. III.
Darden & Co.. Chas. E.. Inc.. Box 2207, Dallas. Tex.
Dore Popcorn Co.. 5913 W. North Ave.. Chicago 39.
Dunbar & Co , 2652 W. Lake St., Chicago 12, III.
Gold Medal Products Co.. 316 E. 3rd St.. Cincinnati
2. Ohio
Hiland Paper Div.. Grand Bag & Poper Co.. 247
Madison. New York. N. Y.
Hollywood Servemaster Co.. 114 W. 18th. K. C, Mo.
Interstate Popcorn Co., 47 Church St., Boston, Mass.
Kline-Iohnsen Popcorn Co., Inc., 8323 N. 30th, Omaha,
Neb.
Kontney Carton Co., P. O. Box 402, Green Bay, Wis.
Krispy Kist Korn Machine Co., 120 S. Halsted St.,
Chicago 6. 111.
Long Eakins Co., Dept. MTH, Springfield 99, Ohio
Manley, Inc., 1920 Wyandotte, K. C. 8, Mo.
Morris Paper Mills. 135 S. LaSalle, Chicago, 111.
Poppers Supply Co., I2I1 N. 2nd St., Phila. 22, Pa.
Pronto Popcorn Sales Co., 702 Beacon, Boston. Mass.
Prunty Seed & Grain Co.. 620 N. 2nd. St. Louis. Mo.
Rex Paper Prod. Co.. 95-109 Onderonk. Brooklyn. N.Y.
Service Confections. Ltd., 243 Lilac St., Winnipeg.
Manitoba. Canada
Sutherland Paper Co.. 243 E. Madison. Kalamazoo,
Mich.
Theatre Candy Co.. Inc.. 415 Van Bracrm, Pgh.. Pa.
431—POPCORN SCOOPS
Concession Supply Co., 3916 Secor Rd., Toledo 13,
Ohio
Cretors & Co.. C, 620 W. Cermak Rd.. Chicago 16.
111.
Gold Medal Products Co.. 318 E. 3rd St.. Cincinnati
2, Ohio
Hollywood Servemaster Co.. 144 W. 18lh K. C. 8. Mo.
Krispy Kist Korn Machine Co.. 120 S. Halsted St.,
Chicago 6.
Manley, Inc.,
III.
1920 Wyandotte, K. C. 8, Mo.
Prunty Seed & Grain Co., 620 N. 2nd St., St. Louis
2. Mo.
Speed Scoop, 109 Thornton Ave., San Francisco. Cal.
432—POPCORN SEASONING
American Popcorn Co., Sioux City, Iowa
Beatrice Foods Co., 120 S. La Salle. Chicago. 111.
Best Foods, Inc., 1 E. 43rd St., New York 17. N. Y.
Planton Co.. 3400 N. Wharf, St. Louis, Mo.
Blevins Popcorn Co., Popcorn Village, Nashville,
Tenn.
Capitol City Products Co., 525 W. First Ave., Columbus,
Ohio
Chunk-E-Nut Prod. Co., 2908 Smallman. Pittsburgh
Concession Supply Co., 3916 Secor Rd.. Toledo 13,
Ohio
Cretors & Co., C, 620 W. Cermak Rd., Chicago 16,
Darden & Co., Chas. E., Inc., Box 2207, Dallas, Tex.
Dore Popcorn Co., 5913 W. North Ave., Chicago 39.
III.
Durkee Famous Foods, Div. of The Glidden Co.,
1396 Union Commerce Bldg., Cleveland 14, Ohio
Gem Packing Co., 83 33rd St., Brooklyn, N. Y.
Gold Medal Products Co., 318 E. 3rd St., Cincinnati
2, Ohio
Hollywood Servemaster Co.. 144 W. 18th, K.C. 2, Mo.
Humko Co., 1702 Thomas, Memphis, Tenn.
Interstate Popcorn Co., 47 Church St., Boston, Moss.
Krispy Kist Korn Machine Co., 120 S. Halsted, Chicago
6, 111.
Manley, Inc., 1970 Wyandotte, K, C. 8, Mo.
Planters Nut S Chocolate Co., Wilkes-Bane, Pa,
Prunty Seed & Grain Co., 620 N. 2nd, St. Louis, Mo.
Service Confections, Ltd., 243 Lilac St., Winnipeg,
Manitoba, Canada
Simonin's Sons, Inc., C. F., Tioga & Belgrade Sts..
Philadelphia.
Pa.
Suffolk Oil Mills. Inc.. Suffolk, Va.
Wesson & Snowdrift Sales, 1701 Canal. New Orleans.
La.
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Phila
r 1
DECORATING Use the Index of Advertised Products at Page 90 to tind ad-dato herein on popular iten
Drive-In Theatre Mfg. Co., 729 Baltimore Ave., Kansas
City 2, Mo.
502—BLACK LIGHT MURALS
E. I. DuPont
Black
de Nemours

•1'THE
419
Coated
919
Tilelex
New
Brooklyn
Saw
Saw
Now
'""pilot ill,
1
fREE
Postcards ore provided at Page 90 to bring you full information, prices, etc., on any Advertiicd Product FLOORS & CARPETS
Bokelite Corp., 300 Madison Ave., New York, N. Y.
rraderick Blank & Co., Inc., 230 Park Ave., New
York 17, N. Y.
Bella Products Sales. Inc., 151
, „
Canal St.,
,
Lawrence,
Celaneso Corp. ol America, New York 15, N. Y.
Chicopee Mfg. Corp. of Ga., Lumite Div. 40 Worth
St , New York, N. Y.
„ ,, ,
Clancy, Inc., 1010 W. Belden, Syracuse, N. Y.
*eti9o|
J R.
Columbus Coaled Fabrics Corp., 7lh & Grant Ave.,
Columbus, Ohio.
Congoleum-Nairn, Inc., 195 Belgrove, Kearney, N. I.
Delaware Floor Prod., Inc., 295 Filth Ave., NYC.
Duracole Corp., 350 N. Diamond, Ravenna, Ohio.
E I. DuPont da Nemours & Co., Inc., Fabrics Div.,
Empire Slate Bldg., New York 1, N. Y.
Farley & Loelscher Mfg. Co., 7th & While Sis,,
Dubuque, Iowa.
Firestone Tire & Rubber Co., Akron, Ohio.
The Formica Co., Spring Grove Ave., Cincinncli, O.
Goodall Fabrics, Inc., 525 Madison Ave., New York
22, NY.
Hercules Powder Co., Wilmington, Del.
Imperial Paper & Color Corp., Glens Falls, N. Y.
Inlerchemioal Corp., Standard Coated Products Div.,
67 W. 44th St., New York 18. N. Y,
Leatheroid Plastic Fabrics Corp., 36 E, 23rd St ,
New
York 10, N. Y.
Maharam Fabric Corp.. 130 W. 56th. N.Y.C.
Manko Fabrics Co., Inc. 114 E. 27th St.. New York
16, N. Y
Marsh Wall Products Co., Dover, Ohio.
Masland Duraleather Co., Amber & Willard Sts.,
Philadelphia 34, Pa.
Morion Sundour Co., 444 Madison Ave., New York.
Uwens-Cornmg Fiberglas Corp., Toledo 1, Ohio
Pabco Products, Inc., 475 Brannan St., San Francisco
19, Calif.
Pantasote Corp. of N. J., 444 Madison Ave., New
York 22, N. Y,
Paulsboro Mfg. Co., Architects Bldg., Phila., Pa.
Ploslron Inc , 4lh Ave.. New York 16. N. Y
R.C.A. Rubber Co., 1833 E. Market, Akron. Ohio.
Sandura Co., Inc., Architects Bldg., Phila., Pa.
Smith Alexander, Inc., Saw Mill River Road, Yonkers
1. N. Y.
Texlileather Corp.. 607 Madison Ave.. Toledo, O.
The Tile-Tex Div., Flintkote Co . 1232 McKinley Ave
,
Chicago Heights. 111.
Thortel Fireproof Fabric. 101 Park Ave.. N.Y.C
U S Plywood Corp.. 55 W. 44th. New York. N. Y.
U S Rubber Co Fabric Div.. 407 N. Main.
,
Mishawaka. Ind.
Inc., Merchandise Mart, Chicago
United Wallpaper,
54. 111.
Wall Trends. Inc., 509 Madison Ave.. New York 22,
JJ Y.
WALL COVERINGS (TILE, CERAMIC)—See G12
WALL COVERINGS (TILE, METAL)—See 312
513—WALLPAPER
Asam Wallpaper. Inc ,
Arch St . Phila. 7. Pa.
The Birge Co.. Inc.. 390 Niagara St.. Buffalo 1, N. Y.
Frederick Blank & Co., Inc, 230 Park Ave., New
York 17, N. Y.
Imperial Paper S Color Corp., Glens Falls, N. Y.
United Wallpaper, Inc., 222 W. North Bank, Chicago
54, 111.
York Wall Paper Co., York, Pa.
514—WALL TRIMS

'
'
FURNISHINGS Use the Index of Advertised Products at Page 90 to find ad-data herein on popular jtei
FRONTAGE
BUILDING MATERIALS—See 302 and 314
701—DOOR CONTROLS AND CLOSERS
Ellison Bronze Co., Inc., Jamestown, N. Y.
Hardware Products, Inc., Reading, Pa.
LCN Closers, Inc., 466 W. Superior, Chicago, 111.
Newman Bros., 660 4th St., Cincinnati 3, Ohio
Norton Door Closer Co., 2900 N .Western Ave., Chicago
18, 111.
Sargent & Co.. 45 Water St., New Haven 9, Conn.
702—DOOR PLATES & BARS
Balch Glass Exit Door Release, 2933 Rowena, Beverly
Hills, Calif.
Brasco Mfg. Co., Harvey, 111.
Formica Co., Spring Grove Ave., Cincinnati, Ohio
Daniel C. Hay Co., 8808 Wilshire, Beverly Hills, Calif.
Hupp Metal Works Co., 1123 Broadway, N.Y.C.
Lawrence Metal Products, Inc., 79 Walker, N.Y.C.
Pittsburgh Plate Glass, 632 Duquesne Way., Pittsburgh,
Pa.
Reliance Art Metal
Cincinnati, Ohio
Co., Freeman and McMicken,
658 Ohio St., Buffalo 3, N. Y.
Sargent Co., 45 Water St., New Haven 9, Conn.
Theatre Specialties, Inc., 1615 Cordova St., Los Angeles
Rigidized Metals Corp.,
&
7, Calif.
Universal Corp., 6710 Denton Drive, Dallas 9, Tex.
West Coast Sheet Metal Works, 935 Venice Blvd.,
Los Angeles 15, Calif.
703—ELECTRIC EYE DOORS
Kawneer Co., N. Front St., Niles, Mich.
Pittsburgh Plate Glass Co., 632 Duquesne Way, Pittsburgh
22, Pa-
Stanley Works, Magic Door Div., New Britain, Conn.
704—ENTRANCE DOORS
Aetna Steel Products Corp., 61
Brasco Mfg. Co., Harvey, 111.
Broadway NYC
Dahlstrom Metallic Door Co., Buffalo St., Jamestown,
Pittsburgh Plate Glass Co., 632 Duquesne Way,
Pittsburgh 19, Pa.
Poblocki & Sons Co., 2159 S. Kinnickinnic Ave., Milwaukee
7, Wis.
Reliance Art Metal Co., Freeman and McMicken Sts.,
Cincinnati 14, Ohio
Rigidized Metals Corp., 658 Ohio St., Buffalo 3 N Y
Seaporcel Porcelain Metals, Inc., 28-20 Borden Ave
Long Island City I, N. Y.
Universal Corp., 5710 Denton Dr., Dallas, Tex.
8 FURNISHINGS
801—AISLE LIGHTS
Adams Lighting Inc., 48 W. 27th St., N.Y.C.
American Desk Mfg. Co., P.O. Box 416, Temple Tex
Associated Lighting Service, 488 Bryant St., San
Francisco, Calif.
Capitol Stage Ltg. Co., 527 W. 45th, New York, N.Y.
Colonial Electric Prod., Inc., East Paterson N J
Curtis Lighting, Inc., 6135 W. 65th St., Chicago 38,
Heywood-Wakefield Co., Menominee, Mich
Hub Electric Co., 2219 W. Grand Ave., Chicago 12,
Kliegl Bros., 321 W. 50th St., N. Y. 19, N. Y
Litecraft Mfg. Co., 790 Wythe Ave., Brooklyn U N Y
Ray tone Screen Co., 165 Clermont Ave., Brooklyn
N. Y.
^ 9-^; 9i"^.''
Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Swivelier Co., 30 Irving PI., N.Y. 3, N.Y.
Sylvania Electric Products, Inc., 500 5th Ave NYC
Voight Co., 1649 N. Broad, Pittsburgh 22, Pa.
802—CLOCKS
Edwards Co., Inc., Norwalk, Conn
Electric Ad Clock, 230 N. Jefferson St., Chicago, 111.
Gale, Dorothea, Mechanisms, 37-61 85th, Jackson
Heights. L. I., N. Y.
General Electric Co., Schenectady 5, N. Y.
803—CONTROL ROPES & POSTS
Great Western Stage Equip.
Detroit
Co.,
Steel
1324
Products Co., 2250 E. Grand
Grand Ave
Blvd Detroit
II, Mich.
Hupp Metal Works Co., 1123
Kansas City, Mo.
Farley Broadway,
& Loetscher
NYC
Mfg. Co., 7th and White St Lawrence Metal Prod., Inc.,
Dubuque,
434
Iowa
Broadway NYC
Newman Bros., Inc.,
Formica
660 W. 4th,
Insulation
Cincinnati 3,
Co., Ohio
Cincinnati 32, Ohio
Reliance Art Metal Co.,
Haskelite FRreeman
Mfg. Corp., Grand
& McMicken Cincinnati,
Ohio.
Rapids 2, Mich.
Hollobilt, 2081 Laura Ave., Huntington Park Calif Theatre Drapery
Kawnear Supply,
Co.,
24I9-2nd Ave.,
2911 Front
Seattle 1
St., Niles, Mich
Wash.
Ubby-Owens-Ford Glass Co., Toledo 3, Ohio
Universal Corp.,
Newman
6710 Denton Dr.,
Bros., Dallas 9.
Inc., 660-670
Tex.
W. 4th, Cincinnati, Ohio
Pittsburgh Plate Glass Co., 632 Duquesne Way
Pittsburgh 19, Pa.
804—DRAPERIES

iL.
Providence
2753
New
'«'il.
FREE Postcards are provided ot Page 90 to bring you full information, prices, etc., on any Advertised Product INSULATION
Compco Corp., 2251 W. St. Paul, Chicago 111.
GoWberg Bros., 3500 Walnut, Denver, Colo.
rtoldE Mfg. Co., 1214 W. Madison, Chicago, 111.
hSpp Metol Prod., Inc., 79 Walker St., N.Y.C.
F h! Lawson Co., Evans & Whatley, Cincinnati 4,
Havtone Screen Corp., 165 Clermont Ave., Brooklyn
5 N Y.
Reliance Art Metal Co., Freeman & McMinken, Cin-
'ISi* einnali 14, Ohio.
, , . ^
Sella Co 336-350 Marietta, Atlanta, Go.
Universal Corp., 5710 Denton Dr., Dallas 9, Tex.
West Coast Sheet Metal Works, 935 Venice Blvd.,
Los Angeles, Calif.
814—SAND URN FULER
Alexile Engineering Co., Colorado Springs, Colo.
Atlas Products Co., 3825 S. Racine, Chicago 9, 111.
815—SAND URN SCREENS
Atlas Products Co., 3825 S. Racine, Chicago 9, 111.
Imperial Products Co., 1600 Fontoin St., Philadelphia
Umstead Mfg. Co., 17302 Orleans Ave., Detroit,
Mich.
816—SMOKING STANDS
Assoc Ticket & Register Corp., 346 W. 44th St.,
N.Y. 18, N.Y.
Doehler Metal Furniture Co., 192 Lexington, N.Y.C.
Lawrence Metal Products, 434 Broadway, N.Y.C.
The F. H. Lawson Co., Evans and Whateley Sts.,
Cincinnati 4, Ohio
STAIR RAILINGS—See 812
STANDEE EQUIPMENT—See 803 and 812
WATER COOLERS—See 806
FURNITURE
901—CHROME TUBULAR FURNnXTHE
American Desk Mfg. Co., P.O. Box 416, Temple, Tex.
Doehler Metal Furn. Corp., 192 Lexington Ave., New
York 16, N. Y.
Cole Steel Equip. Co., 285 Madison Ave., N.Y.C.
Comfort Lines, Inc., 1735-61 W. Diversey, Chicago
Finer Chrome Products Co., Inc., 501 E. 163rd St.,
Bronx 56, N. Y.
Heywood-Wakefield Co., Menominee, Mich.
The Lloyd Mfg. Co., Menominee, Mich.
Royal Metal Mfg. Co., 175 N. Michigan, Chicago, 111.
902—LOUNGE FURNITURE, SETTEES, Etc.
Admiral Chrome Furn. Co., 213 Green St., N.Y.C.
American Desk Mfg. Co., P.O. Box 416, Temple, Tex.
Bianco Mfg. Co., 2736 Victor, St. Louis 4, Mo.
Doehler Metal Furniture Co., Inc., 192 Lexington
Ave., New York 16, N. Y.
Heywood-Wakefield Co., Menominee, Mich.
Kroehler Mfg. Co., 665 Lake Shore Dr., Chicago
Royal Metal Mfg. Co., 175 N. Michigan, Chicago
Thonet Bros., Inc., 1 Park Ave., New York 16, N. Y.
10 HEATING
1001—BOILERS AND FURNACES—

111
4801
Freeport,
321 W. SOlh SI , New
W.
56-58
48
Northbrook,
489
;
'
UGHTING
Use the Index of Advertised Products ot Page 90 to find ad-dato herein on populor itenj
U. S. Gypsum Co., 300 W. Adams, Chicago, 111.
Wood Conversion Co., 1st Nafl Bk. Bldg., St. Paul,
Minn.
1106—INSULATION MATERIALS
Alexite Engineering Co., Colorado Springs, Colo.
Allied Chemical & Dye Corp., Barrett Div., 40 Rector
St., New York 6, N. Y.
Armstrong Cork Co., Lancaster, Pa.
Baldwin-Hill Co., 500 Breunig Ave., Trenton, N. J.
Celotex Corp., 12D S. LaSalle St., Chicago, 111.
Certain-Teed Products Corp.. 120 E. Lancaster, Ardmore.
Pa.
Eagle-Picher Co., American Bldg., Cincinnati, Ohio
Flintkole Co., Inc., 30 Rockeleller Plaza, New York,
Homasote Co., Fernwood Rd., Trenton, N. J.
lohns-Manville Corp., 22 E. 40th, New York, N. Y.
Keasby & Mattison Co., Ambler, Pa.
Kimberly-Clark Corp., Neenah, Wis.
Libbey-Owens-Ford Glass Co., Nicholas Bldg., Toledo
3, Ohio
Masonile Corp., Ill W. Washington, Chicago, 111.
Minnesota & Ontario Paper Co., Insulite Division,
500 Baker Arcade Bldg., Minneapolis 2, Minn.
Mystic Adhesive Products, 2635 N. Kildare Ave.,
Chicago 39, 111.
Owens-Coming Fiberglas Corp., Toledo 1, Ohio
Owens-Illinois Glass Co., Kaylo Div., Box 1935, Toledo
1. Ohio
Pabco Products, Inc., 475 Brannan St., San Francisco
19, Calif.
Pacific Lumber Co., 300 Bush, San Francisco 4, Calif.
Pittsburgh Corning Corp., 307 Fourth Ave., Pittsburgh
22, Pa.
Pittsburgh Plate Glass Co., 632 Duquesne Way,
Pittsburgh 22, Pa.
Plastergon Wall Board Co., Bufialo, N. Y.
Reynolds Metals Co., 2000 S. 9th St., Louisville, Ky.
Ruberoid Co., 500 Fifth Ave., New York 18, N. Y.
Sprayed Insulation, Inc
, Crittenden St., Newark,
N. I.
U. S. Gypsum Co., 300 W. Adorns, Chicago, 111.
Western Fiberglas Co., 139 Bryant, San Francisco,
Calif.
Wood Conversion Co., 1st Nat'l Bk. Bldg., St. Paul
1, Minn.
Zonolite Co., 135 S. LaSalle, Chicago 3, 111.
12 LIGHTING
1201—BATTEHY CHARGERS
Baldor Electric Co., 4350 Duncan, St.
Burgess Battery Co , 111.
Louis, Mo.
Carpenter Mfg. Co., 2 Bradley St., Somerville 45,
Mass.
The Electric Storage Battery Co. 42 S 15th St
Philadelphia 2, Pa.
General Electric, Schenectady, N. Y.
McClopin-Christie Corp., 3410 W. 67th St., Los Angeles
37, Calif.
Motor Generator Corp , Troy, Water St., Ohio
Surrelte Storage Battery
Salem, Mass.
Co., Inc., Jefferson Ave.,
Universal Dr., Oshkosh, Wis.
Universal Motor Co., 481
BATTERIES—See 1217
1205—COVE LIGHTING
Adams Lighting, Inc., 48 W. 27th, New York, N. Y.
Amplex Corp., Ill Water, Brooklyn, N. Y.
Assoc Ltg. Serv., 488 Bryant, San Francisco, Calil.
Capitol Stage Ughting Co., 527-529 W. 45th, N Y.C.
Cold Cathode Ughting Corp., 147 W. 46th St., N.Y.C.
Colonial Electric Products, Inc., 1-115 Market St.,
East Paterson, N. I.
Color Lighting Corp., 100 Vanderbilt, N.Y.C.
Curtis Lighting, Inc., 6135 W. 65th St., Chicago 38, 111.
Fleur-O-Lier Mfrs., Keith Bldg., Cleveland 15, Ohio
Fluores-O-Ute Co., Hillside, N. I.
General Electric Co., Lamp Dept., Nela Park, Cleveland
12, Ohio „ , , V, „
Gruber Bros., Inc., 125 S. First, Brooklyn, N. Y.
Edwin F. Guth Co., 2615 Washington, St. Louis, Mo.
Hub Electric Co., 2219 W. Grand, Chicago, 111.
Kliegl Bros., 321 W. 50th, New York, N. Y.
The Spero Electric Corp., 18222 Lanken Ave., Cleveland,
Ohio
Swivelier Co., Inc., 30 Irving PI., New York 3, N. Y.
Sylvania Electric Products, Inc., 1740 Broadway,
N.Y.C.
1206—DIMMER & CONTROLS
Frank Adam Elec. Co., P.O. Box 357, St. Louis, Mo.
Allan-Bradley Co., 136 W. Greenfield, Milwaukee,
Wis.
Assoc. Ltg. Serv., 488 Bryant, San Francisco, Calif.
Capitol Stage Ughting Co., 527 W. 45th, N.Y.C.
Century Lighting, Inc., 419 W. 55th, New York, N. Y.
Color Lighting Corp., 100 Vanderbilt Ave., New
York, N. Y.
Cutler-Hammer, Inc., 315 N. 12th, Milwaukee, Wis.
Federal Electric Products Co., 50 Paris St., Newark,
N. J.
Gale, Dorthea, Mechanisms, 81-01 Broadway, Queensboro,
L. I., N. Y,
General Electric Co., Schenectady 5, N. Y.
General Radio Co., 275 Massachusetts Ave., Cambridge
39, Mass.
Hub Electric Co., 2219 W. Grand, Chicago, 111.
Kleigl Bros., 321 W. 50th, New York, N. Y.
Metropolitan Scenic Studios, Inc., 1611 Davenport
St., Omaha 2, Neb.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hartselle,
Ala.
Superior Electric Co., 83 Laurel St., Bristol, Conn.
Trumbull Dept , General Electric Co., Plainville, Conn.
Ward Leonard Electric Co., 115 MacQuesten Pkwy,
South, Mt. Vernon, N. Y.
1207—EFFECT LIGHTING
Adams Lighting, Inc., 48 W. 27th, New York, N. Y.
Amplex Corp., Ill Water St., Brooklyn, N. Y.
Assoc. Ltg. Serv., 488 Bryant, San Francisco, Calif.
Capitol Stage Lighting Co., 527 W. 45th, N. Y. C.
Color Ughting Corp., 100 Vanderbilt Ave., N.Y.C.
Curtis Lighting, Inc , 6135 W. 65th St., Chicago 3S, 111.
Genarco, Inc., 36-56 34th St., Long Island City, N.Y.
Gruber Bros., Inc., 125 S. First St., Brooklyn II, N. Y.
Hub Electric Co., 2219 W. Grand, Chicago, 111.
Kliegl Bros., 321 W .50th, New York, N. Y.
Metropolitan Scenic Studios, Inc., Omaha, Neb.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hariselle,
Ala.
Revere Electric MIg. Co., 6009-17 Broadway, Chicago
40, 111.
Rembusch Decorating Co., 40 W. 13th, New York,
N. Y.
Steber Mfg. Co., 2700 Roosevelt Rd., Broadview, III.
Voighl Co , 1649 N. Broad St., Philadelphia 22, Pa
BLACK LIGHT EQUIPMENT—See 502, 505, 506 EMERGENCY UGHTING, BATTERY—See 1503
1202—BULB CHANGERS
Chadsey Corp., 54 Deeriield, Hartford, Conn.
Lumidor Mfg. Co , E. 50th, Los Angeles, Calif.
1203—CHARGER BULBS
Continental Electric Co., 715 Hamilton, Geneva, 111.
General Electric Co., Lamp Dept., Nela Park Cleveland
12, Ohio
Gordos Corp., 86 Shipman St., Newark 2, N. J.
McColpin-Christie Corp, Los Angeles 37, Calif.
Radio Corp. of America, Camden 3, N. ].
SOS. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
WeatinghouBo Lamp Div,, MacArthur Ave., Bloomlield,
N. J.
1204—COLOR WHEELS
Amplex Cori)
, Water, Brooklyn, N. Y.
Assoc. Ltg. Serv., 488 Bryant, San Francisco, Calif.
Capitol Stage Lighting Co., 527 W. 45lh, N.Y C
Color Lighting Corp., 100 Vanderbilt, New York, NY
Gols, Dorothea, VfochanlBms, 37-61 85th St., laokaon
Heights, L. I., N. Y.
GoldE Mfg. Co., 1214 W. Madison, Chicago 7, 111.
Kleigl Bros
,
York, N. Y.
Meiropolllan Scenic Studios, Inc., 161 1 Davonporl
Omaha 2, Neb,
Hubert Mitchell Industries, Inc., P. O. Box 49 Harlsolle,
Ala.
Naumode Products Corp., 427 W. 42nd NYC
Edward H. Wolk, 1241 S. Wabash, Ave
, Chicago, HI.
1208—ELECTRIC POWER GENERATORS
Allis-Chalmers Mfg. Co., Milwaukee 1, Wis.
Caterpillar Tractor Co., Peoria. 111.
Cummins Engine Co., Inc., Columbus, Ind.
Delco Products Div., General Motors Corp., 329 E.
First St., Dayton 1, Ohio
Detroit Diesel Engine Div.. 3400 W. Outer Drive. Detroit,
Mich.
Fairbanks Morse & Co., 600 S. Mich., Chicago, III.
Kohler Co., Kohler, Wis.
Motor Generator Corp., W. Water St., Troy, Ohio
Murphy Diesel Co., 5317 W. Burnham, Milwaukee 14,
Wis.
National Emergency Light Co., 214 Bessemer Bldg.,
Pittsburgh 22, Pa.
D. W. Onan & Sons, Inc.. University at 25th, Minneapolis,
Minn.
Ready Power Co., 11233 Freud Ave., Detroit, Mich.
United Stales Motors Corp., Oshkosh, Wis.
Universal Motor Co, Oshkosh, Wis.
EXIT SIGNS, ILLUMINATED—See 805
1209—FLUORESCENT and INCANDESCENT
LAMPS and LIGHTING HXTURES
Adorns Lighting, Inc
. W. 27th. New York. N. Y.
Amplex Corp., Ill Water St., Brooklyn, N. Y.
Allan Anthony Electric Corp., 400 S. Desplaines,
Forest Park. Ill,
Assoc. Ughting Service, 488 Bryant St., San Francisco
7. Calif.
1
Benjamin Electric Mfg. Co., Des Plaines, III. I
Century Ughting, Inc., 419 W. 55th, New York, M. Y
Circlite Corp., 118 S. Clinton St., Chicago, 111. |
Cold Cathode Corp., 147 W. 46th, New York, N. Y.
Colonial Electric Prod., I-I15 Market, East Pater«oa
N. I. I
Curtis Ughting, Inc., 6135 W. 65th St.. Chicago 38, lUj
Day-Brile Ughting, Inc., 5411 Bulwer, St. Louis, Mc{
Fleur-O-Uer Mlrs.. Kieth Bldg.. Cleveland. Ohio
Duro-Test Corp., North Bergen, N. J. ,
Fluores-O-Lite Co.. Hillside, N. J.
General Electric Co., Lamp Dept., Nela Park, Cleve
land 12, Ohio
General Luminescent Co., 732 Federal, Chicago, 111
Gruber Bros., Inc., 125 S. First, Brooklyn, N. Y.
Edwin F. Guth Co., 2615 Washington, St. Louis, Mo
Hub Electric Co., 2219 W. Grand, Chicago, 111. .
lewell Products. Inc., 226 Glenwood Ave., Bloooifield.
N. I,
Kleigl Bros.. 321 W. 50th St., New York, N. Y.
Leader Electric Co.. 3500 N. Kedzie, Chicago,
Ughtolier, Inc., 11 E. 36th St., New York. N. Y.
lU..
The Miller Co., 99 Center St., Meriden, Conn.
',
Pittsburgh Reflector Co., Pittsburgh 22, Pa.
Revere Electric Mfg. Co., 6009 N. Bdwy, Chicago, Ja.\
Smithcraft Lighting Div,, 217 Everett Ave,, Chelsea 50,1
Mass, 1
The Spero Electric Corp., 18222 Lanken Ave.. Cletre-i
land 19, Ohio
Stonco Electric Products Co., 489 Henry St., Elizabeth
4, N. J. ;
Sylvania Electric Products, Inc., 1740 Bdwy, N.Y.C:
Voight Co., 1649 N. Broad, Philadelphi, Pa.
F. W. Wakefield Brass Co., Vermilion, Ohio
Westinghouse Lamp Div., Bloomfield, N. I.
:
1210—FUSES
Amplex Corp., Ill Water St., Brooklyn
Duro Test Corp., No. Bergen, N. J.
I, N. Y.
General Electric Co., Schenectady, N. Y.
Jefferson Electric Co,. Bellwood, 111.
National Electric Prod. Corp.. Pittsburgh 30, Pa.
Uttlefuse, Inc., 4757 N. Ravenswood, Chicago, 111.
Signolite Fuse Co.. 266 Glenwood. Bloomfield. N. I.
1211—GELATINE SHEETS
Assoc. Ltg. Service. 488 Bryant, San Francisco, Calif.
Capitol Stage Lighting Co., 527 W. 45th, N.Y.C.
Display Lighting, Inc., 417 E. 6Ist St., New York 21,
N. Y.
GoldE Mlg. Co.. 1214 Madison. Chicago 7, III.
Kliegl Bros., 321 W. 50th, New York, N. Y.
Metropolitan Scenic Studios. 1611 Davenport, Omalla
2, Neb.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hartselle,
Ala.
Mork-Green Studios. Inc. 243 W, Congress St.. Detroit
26. Mich,
Rosco Laboratories. 367 Hudson. Brooklyn 1, N, Y.
INCANDESCENT LAMPS—See 1209
LAMP CHANGERS—See 1202
1212—LIGHTING FIXTURES (Also See 1209)
The M. B. Austin Co., Northbrook. 111.
Pittsburgh Reflector Co., Pittsburgh, Pa.
The Pyle-National Co., 1334 N. Kostner, Chicago 51,
111.
Slonco Electric Products
beth 4, N I.
Co., 489 Henry St., Eliza-
POST LIGHTS—See 2320
1213—REFLECTORS (Also See 1209 & 1212)
The M, B, Austin Co.. Northbrook. Ill,
Holophane Co,. Inc, 342 Madison, New York, N. Y.
Pittsburgh Reflector Co., Pittsburgh, Pa.
Stonco Electric Products Co.. 489 Henry St., Elizabeth
4. N, I,
1214—REFLECTOR LAMPS
Amplex Corp.. Ill Water, Brooklyn, N. Y.
Assoc. Ltg. Service. 488 Bryant, San Francisco, Catlf.
The M B. Austin Co , 111.
Compco Corp., 2251 W. St. Paul, Chicago, III.
Display Ughting, Inc., 417 E. 6Ist St., New York 21.
N. Y.
Edwin F. Guth Co., 2615 Washington, St. Louis, Mo,
Lightolier. Inc., II E. 36th. New York, N. Y.
Lustra Corp. of Amer., 36 Washington. Brooklyn. N. Y.
field, N I.
Henry St . Eliza-
Stonco Electric Products Co .
beth 4, N. J.
SIGNS. DIRECTIONAI^-See 805
1215—SPOT & FLOOD LIGHTS
The M B, Austin Co,. Northbrook, 111,
Genarco Corp., 36-56 34th, Long Island City, N. Y,
GoldE Mfg. Co., 1214 W. Madison, Chicago, 111.
Kliegl Bros., 321 W. SOlh, New York, N. Y.
RCA Theatre Equip, Sales, Camden, N J
i
m.
102 WHEN WRITING MANUFACTURERS OR THEIR DISTRIBUTORS PLEASE MENTION

4732
New
1630
4S9
4610-20
New
317
New
FREE Postcards are provided at Poge 90 to bring you full information, prices, etc , on any Advertised Product PROJECTION
Stonco
,
Electric Products Co
Henry St-, Eliza-
Sfrona Electric Corp., 87 City Park Ave., Toledo, Ohio
Switzer Bros., Inc St, Clair Ave., Cleveland,
,
Ohio
121&-SPOTUGHT LENSES
Assoc. Ltg., Service, 488 Bryant, San Francisco, Calit.
Black Light Products, 67 E. Lake, Chicago, 111.
CaDilol Stage Ltg. Co., 527 W. 45lh, New York, N. Y.
Display Lighting, Inc., 417 E. 61st, New York 21, N. Y.
Genarco, Inc., 36-56 34th St.. Long Island City, N. Y.
GoldE MIg. Co., 1214 W. Madison, Chicago 7, 111.
KUegl Bros., 321 W. 50th, New York 19, N. Y.
Lustra Corp. of Amer., 36 Washington, Brooklyn, N. Y.
Stonco Electric Products Co., 489 Henry St., Elizabeth
4, N. I.
1217—STORAGE BATTERIES
Carpenter Mfg. Co., Boston 45, Somerville, Mass.
The Electric Storage Battery Co., 42 S. 15lh St.,
Philadelphia 32. Pa.
Surretle Storage Battery Co., Inc., Jefferson Ave.,
Salem. Mass.
1218—SWrrCHBOABDS
Frank Adam Elec. Co., P.O. Box 357, St. Louis, Mo.
Capitol Stage Lighting Co., 527 W. 45th, N.Y.C.
Federal Electric Prod. Co., 50 Paris, Newark, N. I.
General Electric Co. , Schenectady, N. Y.
Superior Electric Co., Bristol. Conn.
Trumbull Dept., General Electric Co., Plainville, Conn.
1219—TRANSFORMERS
Colonial Elec. Prod., Inc., 115 Market, Paterson, N.I
General Electric Co., Schenectady, N. Y.
Jefferson Electric Co., Bellwood, 111.
Sola Electric Co., 4633 W. 16th, Chicago, 111.
Sylvania Electric Products, Inc., 1740 Broadway, New
York 19, N. Y.
13 PLUMBING
1301—DRAINS
American Radiator & Standard Sanitary Corp., Box
1226. Pittsburgh 30, Pa.
Briggs Mfg. Co., 3001 Miller St., Detroit II, Mich.
Crane Co., 836 S. Michigan, Chicago 5, 111.
losam Mfg. Co., 1302 Ontario St., Cleveland, Ohio
D. I. Murray Mfg. Co., 1002 Third, Wausau, Wis.
Wade Mfg. Co., 103 N. State St., Elgin, 111.
1302—DRAIN CLEANERS
Advance Service Co., 35 13-14th St., Detroit 8, Mich.
Barco Chem. Products, 701 S. LaSalle St., Chicago
Bram Chemical Co., 820 65th Ave., Philadelphia 40
Dearborn Chemical Co., 310 S. Michigan, Chicago
Help, Inc., 122 W. Kenzie, Chicago 10, 111.
R. M. HoUingshead Corp., 840 Cooper, Camden, N. ].
Imperial Products Co., 1600 Fonlain, Philadelphia 21
Pacific Chemical Co., 114 College, Los Angeles, Calif.
Theo. B. Robertson Products Co., Inc., 700 W. Division
St., Chicago 10, 111.
The Universal Chemical Co , E. 25th St., Cleveland
14. Ohio
DRINKING FOUNTAINS—See 808
1303—FAUCETS
American Radiator & Standard Sanitary Corp., Box
1226, Pittsburgh, Pa.
Briggs Mfg. Co., 3001 Miller St., Detroit II, Mich.
Coyne & Delany Co., 800 Kent, Brooklyn, N. Y.
Crane Co., 835 S. Michigan, Chicago, 111.
Eljer Co., Ford City, Pa.
Kohler Co., Kohler, Wis.
Tomlinson No-Drip Faucet Co., 1601 St. Clair Ave.,
Cleveland 14, Ohio
Universal-Rundle Corp ,
Castle, Pa.
1304—FLUSH VALVES
American Radiator & Standard Sanitary Corp., Box
1226, Pittsburgh, Pa.
Briggs MIg. Co., 3001 Miller St., Detroit II, Mich.
Crane Co., 836 S. Michigan, Chicago 5, 111.
Edward Valves, Inc., 1200 W. I45th, E. Chicago, Ind.
Eljer Co., Ford City, Pa.
Imperial Brass Mfg. Co., 1200 W. Harrison St., Chicago
7, 111.
Sloan Valve Co., 4300 W. Lake St., Chicago 24, 111,
Unlversal-Rundle Corp., New Castle, Pa.
1305—HAND DRYERS, ELECTRIC
Chicago Hardware Foundry Co., 2500 Commonwealth
Ave., North Chicago, 111.
Electric-Aire Engineering Corp., 209 W. Jackson Blvd.,
Chicago 6, 111.
National Dryer Sales Corp., 516 W. Adams St.. Chicago,
111
1306—LAVATORIES
American Radiator & Standard Sonitary Corp., Box
1226, Pittsburgh, Pa.
Bradley Washfouniain Co., 2303 W. Michigan St.,
Milwaukee, Wis.
Briggs Mfg. Co., 3001 Miller St., Detroit U, Mich.
W A Case & Son Mfg. Co., Buffalo 3, N. Y.
Crane Co., 836 S. Michigan, Chicago. 111.
Eljer Co., Ford City, Pa.
fust Mfg. Co , W. 21st St., Chicago 50, HI.
Kohler Co., Kohler, Wis.
Universal-Rundio Corp . Castle, Pa.
SOAP DISPENSERS—See 1623
1307—TOILET
COMPARTMENTS
Alberene Stone Corp., 417 Fourth Ave., N.Y.C.
American Sanitary Partition Corp., 37-03 21st St.,
Long Island 1, N. Y.
Briggs Mfg. Co., 3001 Miller St., Detroit II, Mich.
Lee Donnelley Co., 734 Union Commerce BIdg.,
Cleveland 14, Ohio
Farley 6 Loelscher Mfg. Co., Dubuque, Iowa
Flat Metal Mfg. Co., 1205 W. Roscoe St., Chicago, 111.
The Formica Co., Spring Grove Ave., Cincinnati 32.
Ohio
The Nik-O-Lok Co., 110 N. Illinois St., Indianapolis,
Ind.
Sanyraetal Products Co., Inc., 1705 Urbana Rd.,
Cleveland 12, Ohio
Universal-Rundle Corp., New Castle, Pa.
1308—TOILET FIXTURES
American Radiator & Standard Sanitary Corp.. Box
1226, Pittsburgh, Pa.
Briggs Mfg. Co., 3001 Miller St.. Detroit. Mich.
Crane Co., 836 S. Michigan, Chicago 5. 111.
Eljer Co., Ford City, Pa.
Kohler Co., Kohler, Wis.
Mansfield Sanitary Pottery, Inc., Perrysville, Ohio
Speakman Co., 30th and Spruce, Wilmington 90, Del.
Universal-Rundle Corp., New Castle, Pa.
1309—TOILET SEATS
Advance Service Co., 3513-14th St., Detroit 8, Mich.
American Radiator & Standard Sanitary Corp., Box
1226, Pittsburgh, Pa.
Beneke Corp., Columbus, Miss.
Briggs MIg. Co., 3001 Miller, Detroit 11, Mich.
Brunswick-Balke-CoUender Co., 623 S. Wabash Ave..
Chicago 5. 111.
Central Plastics Co., Inc., 161-176 W. Adams St.,
Chicago 3, 111.
C. F. Church MIg. Co., Holyoke, Mass.
Crane Co., 836 S. Michigan, Chicago 5, 111.
Eljer Co., Ford City, Pa.
Kohler Co., Kohler, Wis.
Sperzel Co., 123 14th Ave., S., Minneapolis, Minn.
Standard Tank & Seat Co., 308 N. Front, Camden,
N. J.
Sterilseat Corp. of America, 20-24 Yeoman St., Boston
19, Mass.
Swedish Crucible Steel Co., Plastics Div., 8561
Butler St., Detroit, Mich.
TOILET SEAT COVERS—See 1626
1310—URINALS
American Radiator & Standard Sanitary Corp., Box
1226, Pittsburgh, Pa.
Briggs Mfg. Co., 3001 Miller St., Detroit 11, Mich.
Crane Co., 836 S. Michigan, Chicago 5, 111.
Eljer Co., Ford City, Pa.
lust Mfg. Co., 4610-20 W. 21st St., Chicago 50, 111.
Kohler Co., Kohler, Wis.
LaLance & Grosjean Mfg. Co., Atlantic Ave. and
92nd St., Woodhaven 21, L. I., N. Y.
Mansfield Sanitary Pottery. Inc., Perryville, Ohio
U.S. Sanitary Mfg. Co., 142 Binns St., Uruontown, Pa.
Universal-Rundle Corp., New Castle, Pa.
1311—WATER HEATERS
American Radiator S Standard Sanitary Corp., Box
1226, Pittsburgh, Pa.
Bryant Heater Div., Affiliated Gas Equip., Inc..
17825 St. Clair Ave., Cleveland 10, Ohio
Crane Co., 836 S. Michigan, Chicago 5, 111.
Fairbanks-Morse Co., 600 S. 1st St., Chicago 5, 111.
General Motors Corp., Frigidaire Div., 300 Taylor,
Dayton 1, Ohio
A. O. Smith Corp., P. O. Box 584, Milwaukee I, Wis.
14 PROJECTION
1401—ANIMATED SCREEN EFFECTS
Gale, Dorothea, Mechanisms, 37-51 85th St., Jackson
Heights, L. I., N. Y.
Motion Picture Accessorial Co., 1678 W.
Los Angeles 6. Calif.
CARBONS—See 1432
1402—CARBON SAVERS
17lh
Place,
Call Products Co., 3719 Marjorle Way. Sacramenlo
17, Calif.
Cant Scratch Film End Warnlna, 1820 Melvin Rd.,
Oakland 2, Calif. _
Droll Theatre Supply Co . S Sangamon St.. Chicago.
Ill
Full Run Carbon Sover Co., P. O. Box 107, 201 S.
High St.. Salem. Ore.
Hanover Continuous Carbon Burner Co.. 4035 Spruce.
Philadelphia 4. Pa.
Inter-Continent Equip., Inc., 321 S. Beverly Drive,
Beverly Hills. Calif.
Motion Picture Accessories Co. 1678 W. 17th PL,
Los Angeles 6. Calil.
Payne Products Co.. 2451 W Stadium Blvd . Ann
Arbor. Mich.
Phillips Carbon Saver Co., P. O. Box 788. Charleston
1, V/ Va.
Raylone Screen Corp., 155 Clermont Ave., Brooklyn
5. N. Y.
SOS. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Wenzel Projector Co.. 2505 S. State St.. Chicago. 111.
Edward H. Wolk. 1241 S. Wabash Ave.. Chicago
5. 111.
1403—CARBON WASTE CANS
GoldE Mfg. Co.. 1214 W. Madison St., Chicago 7, III.
Neumade Products Corp., 330 W. 42nd St.. N.Y.C.
Edward H. Wolk. 1241 S Wabash, Chicago 5, 111.
1404—CARBON COOLERS
Inter-Continent Equip.. Inc., 321 S. Beverly Dr., Beverly
Hills. Calif.
1405—CHANGE-OVER DEVICES
Ace Electric Mfg. Co., 1458 Shakespeare Ave., New
York 52, N. Y.
Ballantyne Co., 1707 Davenport St., Omaha 2, Neb.
Century Projector Corp., 729 7lh Ave., New York 19,
N. Y.
Dowser MIg. Co.. P.O. Box 214. E. Northport. N. Y.
Essannay Elec. Mfg. Co.. 1438 N. Clark. Chicago, 111.
RCA Theatre Equip. Sales, Camden. N. J.
Switzer Enterprises. P.O. Box 55, Mill Valley, Calif.
Wenzel Projector Co., 2505 S. State, Chicago, 16, III.
1406—CONDENSING LENSES
Bausch & Lomb Optical Co., 720 St. Paul St..
Rochester 2, N. Y.
DeVry Corp., 1111 Armitage Ave., Chicago 14, 111.
J. E. McAuley Mfg. Co.. 554 W. Adams St., Chicago
6, III.
Radio Corp. of America, Camden 3, N. J.
1407—CUE MARKERS
Ace Electric MIg. Co., 1458 Shakespeare Ave.. New
York 52, N. Y.
Neumade Products Corp.. 330 W. 42nd St., N.Y.C
Printed Cellophane Tape Co.. 328 La Brea Ave.. Los
Angeles 36, Calif.
1408—DOWSERS
Century Projector Corp.. 729 7th Ave
,
York 19.
N. Y.
Motiograph. Inc.. 4431 W. Lake. Chicago, 111.
1409—EXTENSION REEL & CORD
Appleton Elec. Co., 1701 Wellington, Chicago, 111.
Industrial Products Co., 2706 N. 4th, Phila. 33. Pa.
1410—FILM CABINETS
The Ballantyne Co.. 1707 Davenport. Omaha 2, Neb.
DeVry Corp.. 1111 Armitage Ave.. Chicago 14. 111.
Goldberg Bros.. 3500 Walnut St., Denver, Colo.
Neumade Products Corp., 330 W. 42nd St., N.Y.C.
Wenzel Projector Co., 2505-19 S. State, Chicago, III.
Edward H. Wolk, 1241 S. Wabash, Chicago. 111.
1411—FILM CEMENT
Ace Electric Mfg. Co.. 1458 Shakespeare Ave.. New
York 52. N. Y.
DeVry Corp.. II II Armitage Ave.. Chicago 14. 111.
Jefrona Laboratories, 1007 S. Salina St., Syracuse,
N. Y.
Lake Products Co , Inc., 6575 Oleathe Ave.. St.
Louis 9, Mo
Neumade Products Corp.. 330 W. 42nd, N.Y.C.
Rosco Laboratories. 357 Hudson Ave.. Brooklyn, N. Y.
Wenzel Projector Co., 2505 S. State, Chicago, III.
Edward H. Wolk, 1241 S. Wabash, Chicago, 111.
1412—FILM CLEANERS & PRESERVATIVES
Ace Electric Mfg. Co., 1458 Shakespeare Ave
,
New
York 52, N. Y.
Barco Chem. Prod. Co., 7101 S. LaSalle, Chicago, HI.
Neumade Products Corp.. 330 W. 42nd, N.Y.C.
Rosco Laboratories. 357 Hudson Ave.. Brooklyn, N. Y.
'THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 103

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PROJECTION
Use the Index of Advertised Products at Page 90 to find od-dota herein on popular items.' i
1413—FILM FLANGES
Ace Electric Mig. Co. 14S3 Sbakespeore Ave., Nev
Yszt 52. N. Y.
y.z-zczL ?:cr'jre Accessories Co. 1678 W. 17th PL. Los
:."e'^=de P'rc^-c-i Co.-p.. 330 W.

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SIGNALS
.. r y-g. Co., I'tS Scai9«p«cr» Arc., New
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M»'.
"r . US N Cart Chicago, 111.
"r.. 4cG2 Finley l-cs As^m«s.
- .-
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;.-.,- .=-^ W. C=d. New Y;rc. N. Y.
-;j«c«ar Co.. 2505 S. Stet*. ChiccTO 15. lU.
im—HEFLEcross
;- ^ - J- :~~ Danopatt. OisuAa 2. N«b.
-:V..-i- .-;-. Cedar GtoTe. N. I.
,-,'. .. -, 333 W. Woodnifi. Toledo. Ohio
-
-r c=dec. S. T.
: ' - Fork Are.. Toledo.
144*—HEWIND PULLEYS
;- S r
>u= = i. ?-ciurts Corp..
Sew
N.Y.C.
York
1444—BEWIND SWITCHES
Co.. 1298 HotlnvcT
Are.. LskewMd 7. Ohio
Edvoid H. Wolk. \Ul S. Wabash. Chicage. m.
,
144S—BEWIND TABIES
-^» 3^. -r. . re C- ITJT Dareaport. Omcha. Neb.
"-- iitf-c rr.-s JKC W'^lnut St Den-rer. Colo.
^l=^ie ;-.-:;.:ca Cc.-r
.
W. 43ad. N.Y.C.
r-» "i H "iV;;! ;;41 S "A'ciMSO. Chicago, DL
1M6—RHEOSTATS
Ts ..-;= ~.- . 116 N. 8th St.. AUetl^ows Fc.
:;-:.: --. ?.- ,-r Cc.-p.. 729 ?th Are.. New Yark
jjc.. 315 N. 12lh St.^VElwaukee. Wis.
.-
Co.. Bridgepert. Cocn
C.eT»-
-
Co.. 12690 Ebawocd A-re
America. Caadea 3. N. J.
riectric Co.. lis MocQuesteD Pkwy.
: Y.
...i-.u. ...ji r.ec. Corp.. 306 Sth At*.. Pittsburgh
3i Fa.
EFFECTS EQUIPMENT—See 1401
PHOIECnON—See 190S
1447—SCHEEN ILLUMINATION METER
Srreen Ccrp. r.ccseve'.t ^.' V
ZIectr;cal InSw. Crrr fl4 F re 1:1:5hursen
.Newark 5. N. J.
1448—SLIDE PHOIECTORS
.^e:..---. .-T-..--; J-- ?-T .\. 5-.ig3lr 15, N. Y".
.»=:-• '.-— ;;,'= N .Vefierc. Ch:K;30. H!.
3:-f
.•:- .> l.'-b Cc-..-::'. Co.. /33 St. Paul St.,
kU
':"::: A-:!:,-.^je .^ve,, Cr.i,rcr50 U. Hi.
~- ..- ^'.= r- zruszis Sl-Ci Sroodwrrr,
- I . .S" V
i:i4 W, «::dis;= St.. Chicago 7. lU.
:; W. SCth, New Y"ork. N. Y.
S.Ci. Ci:ie=c Supply Corp.. 6CC W 52=d NYC
1449—SOUND PROJECTORS, 35mm
Prcectcr Cerp,, f^ SeTensh Axe.. New
Y.-.-k .? N. Y.
Ci.-p . UU A.-niitage Are.. Chicago 14. HI.
it*.— ^-irni Froiectcr Corp.. 55 La France Are,.
5:--c=ie:d N. J.
Mo-:.-;T:;:h Ir.c. 4431 W. Lake. Chicago, m.
?.C.\ r-*c:;7s Equip Soles, Cssien N" "
•
£ =-bL= :r.c.. 330 W. 4::ad. New York, N. Y.
IS'eber Machine Cirp.. 59 Rutter St.. Rochester, N. T.
Ws— ?: Frojector Co.. 2S0S-19 S. State. Chicago. UL
•JTsstrei Corp.. Ill 8th Ave.. New York li. N Y.
1450—SOUND PROJECTORS, ISmm
.ttr.-c r.-rr ."?.-5 >; V.-e5>--r. Chicago, HI.
N' .-r.-r=iick. Chicago. ID.
TeVry r.-rr
.-;; '.*., Chicago 14. IlL
"rrvcv Crj^t;
.- - .-^- Y^ork N. Y.
?-er:.-
r- ;: Gold St., N.Y.C.
v.' "_;ie C'-;.-:r30 24, 111.
"^AT~_" 440: 'A". North .^ve
m.
Seles Cc~
C_-.e=o Suprly Co.-p.. fC: V." ;:=d, N.Y.C-
Victcr .Aniss-ogrcph Corp.. ffickorf Gror* M..
^^.- T-eztre
SOS
Equip.
Darespcrt. Iowa
1451—STEHEOPTICONS
rx SL ?aal Sl.
?riester, S. T
Grlil ii:j Co.. 12H W Modisoe St. Cbicaae. ID.
K:.*;. rrc3. r; W 50th. N«w York H. U. Y.
5 C S Cj^e-:: S-Fpiy Cc-p . 332 W. i2ad St.. »»•
Ycrc li. Ji. Y.
Strong Elactnc Corp.. B7 drj Pock At«l. ToUdo. OUa
TELEVISION—Sm 1824
1452—TOOL KITS
C

Semon,
L
300
149
1600
848
706
Walter
Thomas
706
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SANITATION
Use the Index of Advertised Products at Page 90 to find od-data herein on popular items.
Chek Products Co., Inc., 31 Nassau PL. Orange, N. J.
Flamecheck Corp. of America, Cambridge, Mass.
Flame-Seal Corp. ol America, 29-09 Bridge Plaza
No., L. I. City, N.Y.
Flomort Chemical Co., 745 Natoma, San Francisco,
Calii.
Imperial Products Co., 1600 Fontain, Phila. 22, Pa.
Monsanto Chemical Co., Merrimac Div., Everett St..
Boston, Mass.
Neva-Burn Prod. Corp.. 17 W. 60th St . N. Y. 23, N. Y
New York Flameprooling Co., 115 Christopher,
N.Y.C.
PUoote, Inc., 225 Galveston Ave., Pittsburgh 12, Pa.
Signal Chemical Mlg. Co., 11510 Kinsman, Cleveland,
Ohio
Sonneborn Sons, Inc
. . 4th Ave., New York,
N.Y.
1513—rmST-ADD EQUIPMENT
Armington Mlg. Co., 117 Center Cross St., Sycamore,
111.
Brusan Products Co., Janesville, Wis.
1514—FIRE RETARDANT PAINTS
Albi Mlg. Co., 29 Bartholmew Ave., Hartford, Conn.
DuPont de Nemours 6 Co., Inc., E. 1., Wilmington
98, Del.
Flame-Seal Corp. of America, 2909 Bridge Plaza No.,
L. I. City, N. Y.
F. R. P. Corp., Box 1206, Chicago, 111.
Fyr-Kote Co., 1823 Washington Ave., St. Louis, Mo.
Horn Co . Inc., A. C, 10th St. and 44th Ave.. L. I.
City, N, Y.
New York Flameprooling Co., 115 Christopher,
NYC.
Pittsburgh Plate Glass, 632 Duquesne Way, Pittsburgh
22, Pa.
Plicote, Inc., 225 Galveston, Pittsburgh, Pa.
Rachlin & Co., 2127 Walnut, Phila. 3, Pa.
Reardon Co., 2200 N. 2nd St., St. Louis, Uq.
Stallton Chem. Corp., 8-14 37th Ave., L. 1, City, NY.
1515—FLASHLIGHTS
Burgess Battery Co., Freeport, 111.
Gits Molding Corp., 4600 W. Huron St., Chicago 44,
111.
National Carbon Co., 30 E. 42nd St., New York, N.Y.
MARQUEE SERVICING EQUIPMENT—See 2210
PUSH BARS—See 1504 & 702
1516—SAFETY GLASS
Libbey-Owens-Ford Glass Co., Nicholas BIdg., Toledo
3, Ohio
Pittsburgh Plate Glass Co., 632 Duquesne Way,
Pittsburgh 19, Pa.
Bache & Co , 636 Greenwich St., N. Y, 14,
N.Y.
SAFETY LADDERS—See 2210
1517—SAFETY TREADS—See also 610
American Floor Products Co., 1525 "M" St., N. W.,
Woshington 5, D. C.
lax Rubber Products Co., 1057 E. 8th St., Jacksonville
6, Fla.
Strelinger Co., Charles A , E. Lamed, Detroit
26, Mich.
U.S. Rubber Co., 1230 Ave. of the Americas, NY.
20, N.Y.
1518—SMOKE DETECTING SYSTEMS
Autofyrstop Co., 2035 Washington, Phila., Pa.
Cardox Corp., 307 N. Michigan Ave., Chicago, lU.
C-O-Two Fire Equip. Co., P.O. Box 390, Highway 1,
Newark I, N. I.
Fireye Corp., 77 Broadway, Cambridge. Mass.
Kidde & Co
,
Inc., Walter, 683 Main St., Belleville 9,
N. J.
Photoswitch, Inc., 777 Broadway, Cambridge 42,
Mass.
Strelinger Co., Charles A , 149 Lamed, Detroit
26, Mich.
SPRINKLER SYSTEMS—See 1508
16 SANITATION
AIR PURIFIERS—See 1616
1601—BLOWERS FOR DUST AND LITTER
Ace Co., 112 W. Washington, Ocala, Fla.
Brouer Electric Mfg. Co., 5100 N. Ravenswood Ave
Chicago 40, 111.
Clomonls Mfg. Co., 6650 S. Narragansetl Ave., Chicago
38,
III.
General Electric Co.. Bridgeport, Conn.
Ideal Industries, Inc., Park & Borden Aves., Sycamore,
III.
Multi-Clean
Paul,
Products,
Minn.
Inc., 2277 Ford Parkway, St.
National Super Service
Toledo 2, Ohio.
Co., Inc., 1946 N 13th Si
Rachlin & Co., 2127 Walnut St., Philadelphia 3, Pa.
Spencer-Turbine Co., Hartford 6, Conn.
1602—BRUSHES & BROOMS
Fuller Brush Co., Hartford, Conn.
Harper Brush Works, Fairfield, Iowa
CARPET SPOTTING COMPOUNDS—See 1621
1604—CARPET SWEEPERS, TRACTION
Bissell Carpet Sweeper Co., 210 Erie St., N.W,,
Grand Rapids 2, Mich.
Landers-Frary & Clark, New Britain, Conn.
Wagner Mfg. Co., F. R., 4601 N. 32nd St., Milwaukee
S, Wis.
1605—CLEANSING COMPOUNDS
Ace Co., 112 W. Washington, Ocala, Fla.
Advance Service Co., 3513 14th St., Detroit, Mich.
Barco Chem. Prod. Co., 701 S. LaSalle, Chicago, 111.
Bostwick Laboratories, Inc , Bostwick, Bridgeport
5, Conn.
Bram Chemical Co., 820 65th Ave., Philadelphia, Pa
Continental Car-Na-Var Corp., Brazil, Ind.
Diversey Corp., 1820 Roscoe St., Chicago, 111.
Fmnell System, Inc.. 500 East St., Elkhart, Ind.
General Aniline & Film Corp., New York 22, N.Y.
Hercules Chem. Co., Inc., New York 13, N. Y.
H&H Cleaner Co., Inc., 134 E. Locust, Des Moines,
Iowa
H:ld Floor Machine Co., 740 W. Washington, Chicago,
111.
HoUingshead Corp., R. M.. 848 Cooper St., Camden
2, N. J.
Horn Co., Inc., A. C, lOlh St. and 44th Ave., L. I.
City 1, N. Y.
Huntington Laboratories, Inc., 900-970 E. Tipton,
Huntington, Ind.
Imperial Products Co , Fontain, Phila. 21, Pa
Walter G. Legge Co., Inc., 101 Park Ave., N.Y.C.
3, N. J.
Magic Cleaner Co., 55 Jones St ,
Multi-Clean Products, Inc.,
Neward
2277 Ford Pkwy, St. Paul
1, Minn.
Mystic Foam Corp., 2003-7 St. Clair Ave,, Cleveland
Nuodex Products Co., 802 Magnolia, Elizabeth, N. J.
Oakite Products, Inc., 22 Thames, New York 6, N.Y.
Parlee Co., Inc., 829 Fort Wayne Ave., Indianapolis
2, Ind.
Pittsburgh Plate Glass Co., 632 Duquesne Way., Pittsburgh
19, Pa.
Robertson Prod. Co., Theo. B., 700-704 W. Division
St., Chicago, 111.
Rosco Laboratories. 367 Hudson, Brooklyn 1, N.Y.
Sehg Co., 336-350 Marietta St., Atlanta, Ga.
Signal Chemical Mfg. Co., 2648-50 Woodhill, Cleveland
4, Ohio.
Sonneborn Sons, Inc., L., Whistlelean Div., 80 8th
Ave., N.Y., N.Y.
Universal Chemical Co., 1630 E. 25th, Cleveland, O.
West Disinlecting Co., 42-16 West St., Long Island
City 1, N Y.
Wyandotte Chemicals Corp., Wyandotte, Mich.
1606—DEODORANTS AND DISINFECTANTS
Ace Co., 112 W. Washington, Ocala, Fla.
American Prcicessing Co., Public Sq. Bldg., Cleveland
13, Ohio.
Barco Chem. Prod. Co., 701 S. LaSalle, Chicago, 111.
Bostwick Laboratories, Inc., 706 Bostwick Ave.,
Bridgeport 5, Conn.
Bram Chemical Co., 620 65th Ave., Philadelphia, Pa.
Consolidated Chemical Lab., 1470 S. Vandeventer,
St. Louis 10, Mo.
Continental Car-Na-Var Corp., Brazil, Ind.
Diversey Corp., 1820 Roscoe St., Chicago, III.
HoUingshead Corp., R M
, Cooper St., Camden
2, N. J.
Huntington Laboratories, Inc., 900-970 E. Tiplon,
Huntington, Ind.
Imperial Prod., Inc., 1600 Fontain, Phila. 21, Pa.
Oakite Products, Inc., 22 Thames, New York, N.Y.
Pittsburgh Plate Glass, 632 Duquesne Way, Pittsburgh
23, Pa.
Robertson Prod. Co., Theo B., 700-704 W. Division
St., Chicago 10, 111.
Rosco Laboratories, 367 Hudson, Brooklyn 1,
Sage Lab., Inc., 53 W. 36th St., New York,
Sehg Co. 336-350 Marietta St, Atlanta Ga
Smith Co., D. B., 414 Main St., Utica, N. Y.
Sonneborn Sons, Inc., L., Whistleclean Div
Ave., NY.C.
S'uperior Soap Corp., 175 Pacific, Brooklyn, N.Y.
Surco Products, Inc., 918 Wylie Ave., Pittsburqh
19, Pa.
Universal Chemical Co., 1630 E. 25th, Cleveland
Ohio
West Disinlecting Co., 42-16 West Si., Long Island
City, N. Y.
Wvrmdotte Chemicals Corp.. Wyandotte, Mich
'SY Deodorizers, 256 N. !3lh PI., Phila., Pa.
1607—DUST PANS, AUTOMATIC
Atlas Products Co., 3825 S. Racine, Chicago III
Lawrence Metal Prod., Inc., 434 Broadway, NYC
Solig Co., 336-350 Marietta Si., Atlanta, Ga
The Univertol Chem. Co., 1630 E. 25th, Cleveland, O.
ELECTRIC HAND DRIERS—Sob 1305
N. Y.
NY.
80 8lh
1608—FLOOR CLEANING MATERIALS
Barco Chemical Products Co., 701-3 S. LaSalle, Oii.
cago 5, 111.
Bram Chemical Co., 820 65th Ave., Phila.
Bruce Co., E. L., Box 397, Memphis 1, Tenn.
40, Pa.
I
Congoleum-Naim, Inc.. 195 Belgrove, Kennedy, N. J.'
Continental Car-Na-Var., Brazil. Ind.
Delaware Floor Prod., Inc., 295 5th Ave., N.Y.C.
Diversey Corp., 1820 Roscoe, Chicago 13, 111.
Finnell System, Inc., 500 East St., Elkhart, Ind.
Haskelite Mfg. Corp., 701 Ann St., Grand Rapids,
Mich.
Hild Floor Machines Co., 740 W. Washington Blvd.,
Chicago 6, 111.
HoUingshead Corp., R. M , 843 Cooper St., Camden'
2, N. J.
Horn Co., Inc., A. C, 10th St.. and 44th Ave., Long.
Island City, N. Y.
Huntington Laboratories, Inc., 900-970 E,
Huntington, Ind.
Tiptoo,
j
^
Imperial Prod., Inc , 1600 Fontain, Philadelphia 21, Pa. i
Johnson & Son, Inc., S. C, Racine, Wis.
|
Kompolite Bldg. Materials, Inc., Brooklyn, N. J. I
Legge Co., Inc., Walter G., 101 Park Ave., NY. 17 1
i
N. Y.
Multi-Clean Products. Inc., 2277 Ford Pkwy, St. Paul.
Minn.
Oakite Products Co., Inc., 22 Thames St., New York.
6, N. Y.
Pittsburgh Plate Glass, 632 Duquesne Way, Pitts- '
burgh. Pa.
Robertson Products Co., Inc., Theo. B., 700-704
Division, Chicago 10, 111.
W. :
336-350 Marietta, Atlanta, Sehg Co., Ga.
i
Signal Mlg. Chemical Co., 2643-50 Woodhill, Cleveland,
Ohio.
Solventol Chemical Products, Inc., 15841 2nd Blvd.,
Detroit, Mich
Sonneborn Sons., Inc., L
Ave., N. Y. 11, N.Y.
Uni'ed Laboratories, Inc
Ohio.
Whistleclean Div., 80 8th
16801 Euclid, Cleveland.
Universal Chemical Co., 1630 E. 25th, Cleveland 14.
Ohio
West Disinfecting Co., L. I. City 1. N.Y.
Wyandotte Chemicals Corp., Wyandotte, Mich
FLOOR RESURFACING MATERIALS—See 606
;
1 609—FLOOR SCRUBBERS, POLISHERS, ETC.
'
i
Ace Co., Ocala, Fla.
Advance Floor Mach. Co., 2501 4th, S.E., Minne- i
apolis, Minn.
j
American Floor Surfacing Mach. Co., 542 St. Clair, I
Toledo 3, Ohio. i
Atlas Floor Surfacing i
Mach. Corp., 248 E. 34th,
N.Y.C.
Breuer Electric Mfg. Co., 5102 N. Ravenwood Ave.,
Chicago 40, 111.
Clarke Sanding Machine Co., 30 E. Clay Ave., Muske- i
gan, Mich.
Continental Car-Na-Var Corp., Brazil, Ind.
Finnell System, Inc., Elkhart, Ind.
j
j
General
Hild Floor
Floorcraft,
Machine
Inc., 333 Ave.
Co.. 740
of
W.
;
Americas, N.Y.C.
Washington, Chi
cago. 111.
Holt Mfg. Co., 651 20th St., Oakland, Calii.
Hoover Co., North Canton, Ohio
Johnson & Son, Inc., S C, Racine, Wis.
Kent Co., Inc., 283 Canal St., Rome, N. Y.
Lawler Co., S. C 125 N. Aberdeen St., Chicago, lU.
Lincoln-Schleuter Floor Machinery Co., 1240 W. Van
;
I
Buren, Chicago 7, 111.
Multi-Clean Products, Inc., 2277 Ford Pkwy., Si. Paul
1, Minn.
United Floor Machine Co., Inc., 7600 S. Greenwopd
Ave'., Chicago 19, III.
1610—FLOOR WAXES AND FINISHES
Ace Co.. 112 W. Washington St., Ocala, Fla.
Apenn Oil Co., Butler, Pa.
Armstrong Cork Co., Lancaster, Pa.
Barco Chem. Prod. Co., 701-3 LaSalle, Chicago, lU.
'
Bostwick Laboratories, Inc , Bostwick Ave.,
Bridgeport 5, Conn.
Bram Chemical Co., 820 65th Ave., Phila. Pa.
Breuer Electric Mfg. Co., 5102 Rovenswood Ave.,
Chicago 40, III. I
St., Memphis I, Tenn.
]
E. I ,
Bruce Co., E. L ,
Congoleum-Naim. Inc., 195 Belgrove, Kearny, N. J. j
Continental Car-Na-Var Corp.. Brazil, Ind.
Diversey Corp.. 1820 Roscoe St., Chicago
Wilmington
13, 111.
DuPont de Nemours & Co., Inc
,
98, Del
Finnell System, Inc., 500 East St., Elkhart, Ind.
Glidden Co.. Cleveland 2, Ohio.
Hild Floor Machines Co.. 740 W. Washington Blvd.,
Chicago 6. III.
Hillyard Chemical Co., St. Joseph, Mo.
HoUingshead Corp., R. M., Camden, N. I.
Hoin Co., A. C, 10th St. and 44th Ave., Long Island
City. N. Y.
Huntington Labs., Inc., 900-970 E. Tipton, Huntington.
Ind.
Imperial Prod., Inc., 1600 Fontain, Phil. 21, Pa.
Johnson & Co., S. C., Racine, Wis.
Legge Co., Inc , C, 101 Park Ave., N.Y.C-
Mulli-Cleon Products, Inc., 2277 Ford Parkway, SI.
Paul I. Minn.
Paralline Cos , Inc., San Francisco 19, Calif.
Plastl-Kote, Inc., 425 Lakeside Ave. N.W., Cleveland,
Ohio.
Vsi
lieWi" I;
1 ifriS-
106 WHEN WRITING MANUFACTURERS OR THEIR DISTRIBUTORS PLEASE MENTION

231
FREE Postcards are provided at Page 90 to bring you full intormotion, prices, etc., on ony Advertised Product SANITATION
Pittsburgh Plate Glass Co., 632 Duqueone Way,
Pittsburgh 22, Pa.
Phcote Inc.. 225 Galveston Ave., Pittsburgh 12, Pa.
Bachlin & Co., 2127 Walnut, Phila. 3, Pa.
Robertson, Inc., Theo. B., 700-704 W. Division St.,
Chicago 10, 111.
. , ^
Sella Co., 336-350 Marietta, Atlanta, Ga.
Signal Chemical Mlg. Co., 2648-50 Woodhill. Cleveland
4. Ohio.
Sonneborn, L., Sons, Inc., Whistleclean Div., 80 8lh
Ave.. New York. N. Y.
Thomas Moulding Floor Co.. 165 W. Wacker Dr.,
Chicago I. 111.
Universal Chemical Co., 1630 E. 25lh, Cleveland 14,
Ohio
West Disinlecting Co., 42-15 V/est St., Long Island
City, N. Y.
wyaadotte Chemicals Corp., Wyandotte, Mich.
1611—GERMICIDAL LAMPS
Acme Products Corp., 212 S. 3rc} St., St. Joseph, Mo.
General Llectric Co., Schenectady 5. N. Y.
Sanitron, Inc., 26 41st Ave., Long Island City I, N. Y.
Sterilseot Corp. oi America, 20-24 Yeoman St., Boston
19. Mass.
Sperti Faraday, Inc., Cincinnati 12, Ohio.
Sylvania Electric, Inc., 500 5lh Ave., New York, N. Y.
1612—GLASS & PORCELAIN CLEANER
Apenn Oil Co.. Butler, Pa.
Barco Chem. Prod. Co.. 701 S. LaSalle. Chicago, III.
Bram Chemical Co., B20 65th Ave., Phila.. Pa.
Drackett Products Co.. 5020 Spring Gr., Cincinnati, O.
Finnell System, Inc., 500 East St., Elkhart, Ind.
Glas-Glo Co., Phelps, N.Y.
Hercules Chemical Co., Inc.. 332 Canal St., N.Y.C.
HoUingshead Corp., R. M. 848 Cooper St., Camden
2, N. I.
Huntington Labs., Inc., 900-970 E. Tipton, Huntington,
Ind.
Imperial Prods., Inc., 1600 Fontain, Phila. 21, Pa.
Pittsburgh Plate Glass, 632 Duquesne Way, Pittsburgh,
Pa.
Robertson Prod. Co., Inc., Theo. B., 700 W. Division
St.. Chicago. III.
Selig Co.. 336-35C Marietta. Atlanta, Ga.
Sonneborn Sons, Inc., L., Whistleclean Div., 80 8th
Ave., N.Y. 11, N.Y.
Universal Chemical Co., 1630 E. 25lh, Cleveland, O.
West Disinfecting Co., 42-16 West St., Long island
City 1, N. Y.
1613—GUM REMOVERS
Barco Chemical Co., 701-3 S. LaSalle, Chicago 5, 111.
Bram Chemical Co., 820 65th Ave., Phila., Pa.
HoUingshead Corp., R. M., 848 Cooper St., Camden
2, N. I.
Huntington Labs., Inc., 900-970 E. Tipton, Huntington,
Ind.
Impend Prod., Inc., 1600 Fontain, Phila. 21, Pa.
Magicleaner Co., 55 Jones St., Newark 3, N. J.
Robertson Prod. Co.. Inc.. Theo. B.. 700-704 W. Division
St.. Chicago 10. III.
Rachlin & Co.. 2127 Walnut St., Phila., Pa.
Rosco Laboratories, 367 Hudson, Brooklyn, N. Y.
Selig Co., 336-350 Marietta, Atlanta, Ga.
Signal Chemical Mig. Co., 2648-50 Woodhill, Cleveland
4. Ohio.
Universal Chemical Co., 1630 E. 25th. Cleveland 14. O.
West Disinlecting Co.. 42-16 West St., Long Island 1,
N.Y.
1614—INSECTICIDES AND GERMICIDES
Ace Co.. 112 W. Washington St., Ocala, Fla.
American Oil & Disinleclant Corp., 80 Eighth
New York, N. Y.
Ave.,
Bostwick Laboratories, Inc., 706 Boslwick Ave.,
Bridgeport 5, Conn.
Bram Chemical Co., 820 65th Ave., Phila. 40, Pa.
California Spray-Chemical Corp., Lucas & Ortho
Way, Richmond. Calif.
Continental Car-Na-Var Corp., Brazil, Ind.
Diversey Corp., 1820 Roscoe, Chicago 13, 111.
Dow Chemical Co., Midland, Mich.
DuPont de Nemours & Co., Inc., E. I., Wilmington
93, Del.
Enoz Chemical Co., 1820 Roscoe, Chicago, 111.
Finnell System. Inc., 500 East St., Elkhart, Ind.
HoUi.ngshead Corp., R. M., 848 Cooper St., Camden
2, N. I.
Huntington Laboratories, Inc., 900-970 E. Tipton,
Huntington. Ind.
Imperial Prod., Inc., 1600 Fontain, Phila. 21, Pa.
Monsanto Chemical Co., 100 S. 2nd St., St. Louis, Mo.
Oakite Products. Inc., 22 Thames. NYC.
Pacific Chem. Co., 114 College, Los Angeles, Calif.
Pittsburgh Plate Glass Co., 632 Duquesne Way,
Pittsburgh 22. Pa.
Robertson Prod. Co., Inc., Theo. B., 700-704 W. Division
St., Chicago 10, 111.
Rosco Laboratories, 367 Hudson, Brooklyn, N. Y.
Seedburo Equip. Co.. 620 W. Jackson. Chicago, III.
Eehg Co., 336-350 Marietta, Atlanta, Ga.
Signal Chemical Mfg. Co., 11510 Kinsman, Cleveland
4, Ohio
Sonneborn Sons, Inc., L., Whistleclean Div,, 80 8th
Ave.. Now York, N.Y.
Smith 5 Co.. D. B,, 414 Main St.. Utica, N. Y.
U.S. Rubber Co., 1230 Ave. ol the Americas, N. Y. 20,
N. Y.
Universal Chemical Co., 1630 E. 25th, Cleveland 14, O.
Welsh Equip. Inc., 224 S. Michigan, Chicago 4, 111.
West Disinfecting Co., 42-15 Woat St., Long Ulond
City, N. Y.
Wyandotte Chemicals Corp., Wyandotte, Mich.
1615—MOP WRINGERS
Geerprea Wringui Co
. Diana Ave., Mu«k*aon,
Mich.
1616—ODOR ABSORBERS
Airkem, Inc., 241 E. 44kh St., New York 17, NY.
Boslwick Laboratories, 706 Boslwick Ave., Bridgeport,
Conn.
Connor Engineering Corp.,
New York 16, N.Y.
W. B.. 114 E. 32nd St.,
Garrand Corp., 523 Main St., Racine, Wis.
SCneisley Electric Co., 333 W. Woodrull, Toledo,
Ohio.
1617—OZONE GENERATORS
Llectric Deodorizer Co., 459 W. 47lh, N.Y., N.Y.
Eleciroaire Corp., 3'1-18 37th St., L.I. City, N.Y.
General Ozone Corp., 17 W. 60th, New York 23,
N.Y.
Sanitron, Inc., 29-26 41st Ave., L.I. 1, N.Y.
PAPER CUPS—See 424
1618—PAPER TOWELS 4 TOILET TISSUE
A.P.W. Products Co.. Inc., Albany 1. N.Y.
Bay West Paper Co.. Green Bay, Wis.
Bennett Mlg. Co., Alden, N.Y.
Comfort Paper Corp., 343 Sansome, San Francisco,
Calif.
Hoberg Paper Mills. Inc., Green Bay, Wis.
Huntington Labs., Inc., 900-970 E. Tipton, Huntington,
Ind.
Lindsey Sanitation Co., 393 E. 3Ist, Cleveland, Ohio.
Mosmee Paper Mills Co., 2307 Tribune Tower, Chicago,
III.
Northern Paper Mills, Monroe and Day St., Green
Bay, Wis.
Statler Tissue Corp., Somerville 43, Mass.
Straubel Paper Co.. Green Bay, Wis.
West Disinlecting Co.. 42-16 West St., Long Island
City I, N. Y.
1B19—PERFUMES
Barco Chem. Prod. Co.. 701-3 S. LaSalle, Chicago,
III.
Bram Chemical Co., 820 65th Ave., Phila. 40, Pa.
Imcerial Prod. Co., 1600 Fontain, Phila. 21, Pa.
Robertson Products Co., Inc., Theo. B., 700-704 W. Division
St., Chicago 10, 111.
Selig Co., 336-350 Marietta, Atlanta, Ga.
Universal Chemical Co., 1530 E. 25th. Cleveland, O.
West Disinfecting Co., 4215 West St., L. I. City 1,
N.Y.
1620—RATICIDES
Bram Chemical Co., 820 65th Ave., Phila. 40, Pa.
Imperial Prod. Co., 1600 Fontain, Phila. 21, Pa.
Selig Co., 336-350 Marietta, Atlanta, Ga.
Smith & Co., D. B., 414 Main St., Utica, N. Y.
West Disinfecting Co., 42-16 West St., L.I. City, N.Y.
1621—RUG AND UPHOLSTERY CLEANER
Barco Chem. Prod. Co., 701-3 S. LaSalle, Chicago,
III.
Bostwick Laboratories, Inc., 706 Bostwick Ave.,
Bridgeport 5, Conn,
Bigelow-Sanlord Carpet Co., 140 Madison Ave., N.Y.C.
Bram Chemical Co., 820 65th Ave.. Phila. 40. Pa.
Continental Car-Na-Var Corp.. Brazil. Ind.
DuPont de Nemours & Co., Inc., E. I., Wilmington
98, Del.
Finnell System, Inc., 500 East St., Elkhart, Ind.
H. & H. Cleaner Co., 134 E. Locust. Des Moines, Iowa
Hild Floor Machine Co., 740 W. Washington, Chicago,
III.
Huntington Labs., Inc., 900-970 E. Tipton, Huntington,
Ind.
Imperial Prod. Co., 1600 Fontain, Phila. 21, Pa.
Kent Co., Inc., 264 Canal St., Rome, N.Y.
Lincoln-Schlvelter Floor Mch. Co., 1240 W. Van
Buren St.. Chicago 7. III.
Magicleaner Co., 55 Jones St., Newark 8, N.J.
Mulli-Clean Products, Inc., 2277 Ford Pkwy, St. Paul,
Minn.
Mystic Foam Corp., 2003-7, St. Clair, Cleveland,
Ohio.
Oakite Products, Inc., 22 Thames St., N. Y. 6, N. Y.
Rachlin & Co., 2127 Walnut, Phila., Pa.
Robertson Products Co., Inc., Theo. B., 700-704 W. Division
St., Chicago 10, 111.
Ror;co Laboratories, 367 Hudson, Brooklyn 1, N. Y.
Selig Co., 336-350 Marietta, Atlanta, Ga.
Signal Chemical Mfg. Co., 2648-50 Woodhill, Cleveland
4, Ohio.
Sonneborn Sons. Inc., L., Whislleclecn Div., 80 8lh
Ave., New York, N. Y.
United Floor Machine Co., Inc., 7600 S. Greenwood
Ave.. Chicago 19, 111.
Universal Chemical Co., 1630 E. 25th, Cleveland 14,
Ohio.
West Disinfecting Co., 42-16 West St., L. I. City 1,
N.Y.
1622—SANTTARY NAPKIN BAGS
Advance Service Co., 3513-14th, Detroit 8, Mich.
Eoier & Co., 409 S. Green St., Chicago 7, III.
Sella Co., 336-J50 Marieiia, Atlanta. Go.
West Dieinlectina Co., 42-16 We.l St., I. I. City 1.
NY.
SANITAHY RECEPTACLES—See 1832
SOAPS & CLEANERS—See 1605
1623—SOAP DISPENSERS
Advance Service Co., 3513-14th, Detroit 8, Mich.
American Dispenser Co.. Inc., 215 4ih St., N. Y., N. Y.
Ampion Corp., 4-88 47th Ave., L. I. City, N.Y.
Aniiseptol Co.. 5524 N W. Highway, Chicago, 111.
Bobrick Mlg. Corp., 1839 Blake, Los Angele«, Calli.
Bram Chemical Co.. 820 65lh Ave., Phila. 40, Pa.
Finnell System. Inc., 5C0 East Si,, Elkhart, Ind.
Hunlinglon Laboratories, Inc., 900-970 E. Tipton,
Huntington, Ind.
Imperial Brass Mlg. Co., 1200 W. Harrison St., Chicago
7, HI.
Robertson Prod. Co., Inc.. Theo. B., 700 W. Division
St.. Chicago. 111.
Selig Co.. 333-350 Marielta, Atlanta. Go.
Universal Chemical Co., 1630 E. 2Sth. Cleveland 14,
Ohio.
W.i^l Disinfecting Co . 42-16 West St.. L. I. City 1,
1623A—SOAP, LIQUID
Pacific Coast Borax Co., 510 W. 6lh St., Los Angeles
14, Calif.
1624—SPONGES, CELLULOSE
DuPont de Nemours & Co., Inc., E. !,, Wilmington. Del.
O-Cel-O, Inc.. 80 Leslie St.. Bulfalo 11, N.Y.
STERILIZERS. TOILET SEAT—See 1611
TERRAZZO CLEANER—See 1608
1625—TOILET SEAT COVERS

SANITATION
Use the Index of Advertised Products at Page 90 to find ad-data herein on popular Items.
Invincible Vacuum Cleaner Mfg. Co., Dover, Ohio.
Kent Co., Inc., 283 Canal St., Rome, N.Y.
Lamson Corp., Alan, Syracuse 1, N. Y.
Lewyt Corp., 60 Broadway, Brooklyn 11, N. Y.
Uncoln-Schleuter Floor Machinery Co., 1240 W. Van
Buren St., Chicago 7, 111.
Mulii-CIean Products, Inc., 2277 Ford Pkwy, St. Paul
1, Minn.
National Super Service Co., Inc., 1946 N. 13th St.,
Toledo 2, Ohio.
Royal Vacuum Cleaner Co., 540 E. 105th, Cleveland
8, Ohio.
Selig Co., 336-350 Marietta, Atlanta, Ga.
Spencer Turbine Co., Hartford 6, Conn.
Universal Chemical Co., 1630 E, 25th, Cleveland 14,
Ohio.
1630—VENETIAN BLIND CLEANER
Barco Chemical Prod. Co., 701-3 S. LaSalle, Chicago,
111.
Bram Chemical Co., 820 65th Ave., Phila. 40, Pa.
Harper Brush Works, Fairfield, lov^a.
Huntington Labs., Inc., 900-970 E. Tipton, Huntington,
Ind.
Imperial Prod. Co., 1600 Fontain, Phila. 21, Pa.
National Super Service Co., Inc., 1946 N. 13th St.,
Toledo 2, Ohio
Parlee Co., Inc., 829 Fort Wayne, Indianapolis, Ind.
Robertson Products Co., Inc., Theo. B., 700-704 W. Division
St., Chicago 10, 111.
Selig Co., 335-350 Marietta, Atlanta. Ga.
Spencer Turbine Co., 486 New Park Ave., Hartford
6, Conn.
Universal Chemical Co., 1630 E. 25th St., Cleveland
14, Ohio
West Disinfecting Co., 42-16 West St., L. I. City, N. Y.
Wyandotte Chemicals Corp., Wyandotte, Mich.
1G31—WALL CLEANER
Barco Chemical Products Co., 701-3 S. La Salle St.,
Chicago 5, 111.
Bostwick Laboratories, Inc., 706 Bostwick Ave.,
Bridgeport 5, Conn.
Bram Chemical Co., 820 65th Ave., Phila. 40, Pa.
Continental Car-Na-Var Corp., Brazil, Ind.
Finnell System, Inc., 500 East St., Elkhart, Ind.
Harper Brush Works, Fairfield, Iowa.
Hollingshead Corp., R. M., 848 Cooper St., Camden
N. 2, I.
Horn Co., Inc., A. C, 10th St. and 44th Ave., L. I. City
1, N.Y.
Huntington Laboratories, Inc., 900-907 E. TipTon,
Huntington, Ind.
Imperial Prod. Co., 1600 Fontain, Phila. 21, Pa.
National Super Service Co., 1941 N. 12th St., Toledo
2,
Ohio
Oakite Products, Inc., 22 Thames St., N. Y. 6, N. Y.
Pittsburgh Plate Glass, 632 Duquesne Way, Pittsburgh,
Pa.
Rachlin nngfield
Gardens, Long Island City, N. Y.
Fensin Seating Co., II43 S. Wabash Ave., Chicago
5, 111.
Griggs Equipment Co., Box 630, Helton, Tex.
Heywood-Wakefield Co., Menominee, Mich.
Ideal Seating Co., 519 Ann St., N.W., Grand Rapids
2. Mich. . „ „, ^ J
Irwin Seating Co., 1480 Buchanan Ave., S. W., Grand
Rapids 2, Mich.
Kroehler Mfg. Co., 655 Lake Shore Dr., Chicago, 111.
RCA Theatre Equip. Sales, RCA Victor Div., Camden,
N. I.
Southern Desk Co., 2700 9th Ave., Hickory, N. C.
Thonet Industries, Inc., I Park Ave,, N. Y. 16, N. Y.
Virco MIg. Co., Box 846, Los Angeles 44, Calif.
1702—BOLTS, EXPANSION AND TOGGLE
American Desk Mfg. Co., P.O. Box 415, Temple, Tex.
American Seating Co., 901 Broadway N. W., Grand
Rapids, Mich.
Chicago Expansion Bolt Co., 1338 W. Concord PI.,
Chicago 22, 111.
Griggs Equipment Co., Box 630, Belton, Tex.
Heywood-Wakeiield, Menominee, Mich.
Ideal Seating Co., 521 Ann St., N.W., Grand Rapids
2, Mich.
Irvrin Seating Co., 1480 Buchanan Ave., S. W., Grand
Rapids 2, Mich.
Radio Corp. of America, Camden 3, N. J.
Southern Desk Co., Drawer 630, Hickory, N. C.
Theatre Seat Service Co., 160 Hermitage Ave.,
Nashville, Tenn.
1703—CHAIR FASTENING CEMENT and
CHAIR PATCHING CEMENT
Fensin Seating Co., 1143 S. Wabash, Chicago, 111.
Paisley Products, Inc., 1770 Canalport, Chicago, 111.
Rosco Laboratories, 367 Hudson, Brooklyn, N. Y.
TTieatre Seat Service Co., 160 Hermitage, Nashville,
Tenn.
DRIVE-IN SEATING—See 2317
FLOOR RESURFACING MATERIALS—See 606
1704—FOAM RUBBER SEAT CUSHIONS ^
Dunlop Tire & Rubber Corp., Sheridan Dr., Buffalo
7, N. Y.
Firestone Tire & Rubber Co., Akron, Ohio
B. F. Goodrich Co., 500 S. Main St., Akron 18, Ohio
Goodyear Tire & Rubber Co., Airfoam Sales Dfv.,
Akron 17, Ohio
Hewitt-Robins, Inc., Hewitt Rest Foam Div., Z40
Kensington Ave., Bulfalo 5, N. Y.
Sponge Rubber Products Co., 316 Derby PI., Shelton.
Conn.
Theatre Seat Service Co., 160 Hermitage, Nashville,
Tenn.
U.S. Rubber Co., 1230 Ave. of Americas, N. Y. 20, N.Y.
1705—REPAIR TAPE—for PLASTIC and
LEATHERETTE
Hubert Mitchell Industries, Inc., P. O. Box 49, Hartselle,
Ala.
Raytone Screen Corp., 165 Clermont Ave., Brooklyn
5, N. Y.
Mystik Adhesive Products, 2635 N. Kildare, Chicago
39, 111.
Theatre Seat Service Co., 150 Hermitage, Nashville,
Tenn.
1706—SEAT COVERS, SLIP-ON
American Desk MIg. Co., P.O. Box 416, Temple, Tex.
Heywood-Wakefield Co., Menominee, Mich.
Hubert Mitchell Industries, Inc., P. U. Box 49, Hartselle,
Ala.
Irwin Seating Co., 1480 Buchanan, Grand Rapids
2, Mich.
Theatre Seat Service Co., 160 Hermitage, Nashville,
Tenn.
Tufford Seat Covers, Inc., 140 W. "B" St., San
Diego, Calif.
1707—SEAT REPAIR AND MAINTENANCE
SERVICE
Theatre Seat Service Co., 160 Hermitage, Nashville,
Tenn.
1708—UPHOLSTERY MATERIALS
A. Theo Abbot & Co., 2301 W. Allegheny Ave.,
Philadelphia, Pa.
American Finishing Co., Memphis I, Tenn.
Apex Coated Fabrics Co., 12-18 E. 22nd St., N.Y.C.
Alhol Mfg. Co., 71 Chestnut Hill Ave., Athol, Mass.
Atkinson, Wade & Co., Inc., 79 Madison Ave., N.Y.C.
Atlas Powder Co., Zapon-Keratol Div., Wilmington,
Del.
Bakolite Corp., 300 Madison Ave., New York 17, N. Y.
Bolta Products Sales, Inc.. 151 Canal St., Lawrence,
Mass.
Bridgeport Fabrics, Inc., Bridgeport 4, Conn.
Chicopoe Mfg. Co., Lumite Div., 40 Worth St., New
York, N. Y.
Collins &
Columbus
Aikman
Coated
Corp., 200
Fabrics
Madison
Corp.,
Ave.,
7th
N.Y.C.
and Grant
Aves,. Columbus 16, Ohio i
Cotan Corp., 359 Oliver St., Newark 5, N. J. \
E. I. duPont de Nemours & Co., Inc., Fabrics Div., | .
350 Fifth Ave., New York I, N. Y.
(
Duracote Corp., 350 N. Diamond, Ravenna 3, Ohio '-
Firestone Tire & Rubber Co., Akron, Ohio _ 1
Goodall Fabrics, Inc., 525 Madison Ave., New York
22, N. Y.
Goodrich Co., B. F., P.O. Box 543, Marietta, Ohio
International Looms, Inc., 464 4th Ave., N.Y.C.
LaFrance Industries, Inc., 119 W. 40th St., N. Y. C.
Leatheroid Plastic Fabrics Corp., 36 E. 23rd St., New
York 10, N. Y.
Louisville Textiles, Inc., 1318 McHenry, Louisville, Ky.
Manko Fabrics Co., 220 5th Ave., New York 1, N. Y.
Masland Duraleather Co., Amber

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Wenzel
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FREE Postcards ore provided at Page 90 to bring you full information, prices, etc., on any Advertised Product STAGE EQUIPMENT
Lincrophona Co., Inc., 22S Lansing St., Ulica 3, N. Y.
MoUograph, Inc., 4431 W. Lake St., Chicago. III.
RCA Theatre Equip. Sales, RCA Victor Div., Camden,
N. J.
Cinema Supply Co., 602 W. 52nd St., New
19, N. Y.
Projector Co.. 2509-19 S. State, Chicago, 111.
1805—HEARING AIDS, EARPHONE
Dictograph Products, Inc.. Acousticon Div.. 95-25
M9th St.. Jamaica 1, N. Y.
Sonolone Corp., Elmslord. N. Y.
Telesonic Theatrephone Corp.. 3 E. 48th St.. N.Y.C.
Trimm, Inc.. P.O. Box 489. UbertyviUe. 111.
1806—HORN LIFTS AND TOWERS
Ballantyne Co.. 1707 Davenport. Omaha. Neb.
1807—INTERCOMMUNICATING SYSTEMS
Automatic Electric Co., 1033 W. Van Buren. Chicago 7
Bell Cound Systems. Inc., 555 Marion Rd., Columous
Ohio
7.
DeVry Corp.. 1111 Armitage Ave.. Chicago 14. 111.
Dictograph Products. Inc.. 580 Fifth Ave. N.Y.C.
Edwards & Co., Inc., 90 Connecticut Ave., Norwalk,
Conn.
Elec-Tech Industries. Inc.. 520 Elm. Cincinnati 2, Ohio
Executone. Inc.. 415 Lexington Ave., N.Y.C.
Kellogg Switchboard Co.. 6650 S. Cicero Ave.. Chicago.
111.
Masco Electronics Sales Co., 32-38 49th St., L.I,. N.Y.
Operadio MIg. Co., St. Charles, 111.
RCA Theatre Equip. Sales, Camden, N. J.
Seedburo Equip. Co.. 618 W. Jackson. Chicago 6. 111.
Mark Simpson Mfg. Co., Inc., 32-28 49th St.. Long
Island 3, N. Y.
Trimm Radio Mfg. Co., 1770 Berteau. Chicago. 111.
Webster Electric Co., 1900 Clark, Racine, Wis.
Insulated Wire Co., Inc.. 150 E. Aurora St.,
I Waterbury 20. Conn.
1808—LAMPS, EXCITER
Ballantyne Co.. 1707 Davenport, Omaha 2. Neb.
Century Projector Corp., 729 Seventh Ave.. New
19, N. Y.
Electric Co., Lamp Dept., Nela Park. Cleveland
12, Ohio
Motiograph, Inc., 4431 W. Lake St.. Chicago, III.
Radiant Lamp Corp.. 300 Jellilf Ave.. Newark, N. J.
RCA Theatre Equip. Sales, Camden, N. J.
Wenzel Projector Co., 2505-9 S. State, Chicago, III.
Weslinghouse Lamp Div.. MacArthur Ave.. Bloomlield.
N. J.
1803—LENS ASSEMBLIES, SOUND
Ballantyne Co.. 1707 Davenport, Omaha 2. Neb.
Bausch & Lomb Optical Co., 720 St. Paul St.. Rochester
2. N. Y.
Century Projector Corp., 729 Seventh Ave.. New
York 19. N. Y.
Kollmorgen Optical Corp., 2 Franklin Ave.. Brooklyn
II, N. Y.
Motiograph, Inc., 4431 W. Lake St., Chicago. 111.
RCA Theatre Equip. Sales, Camden. N. J.
Wenzel Projector Co., 2505-9 S. State, Chicago 16, 111.
1810—MICROPHONES
Frank Adams, 155 N. 13th St.. Philadelphia 7, Pa.
Altec Lansing Corp., 9355 Santa Monica Blvd.. Beverly
Hills. Calif.
American Microphone Co., 370 S. Fair Oaks. Pasadena
1, Calif.
Electro-Voice, Inc., Buchanan. Mich.
Executone. Inc., 415 Lexington. N. Y. 17. N. Y.
Kellogg Switchboard & Supply Co.. 6650 S. Cicero
Ave., Chicago 38, III.
Lincrophone Co.. Inc.. 226 Lansing St., Utica 3, N. Y.
Motiograph, Inc., 4431 W. Lake, Chicago 24, 111.
RCA Theatre Equip. Sales, Camden, N. J.
Shure Bros.. 225 W. Huron St., Chicago 10. III.
1811—MIKE SWIVELS, REMOTE
RCA Theatre Equip. Sales. RCA Victor Div., Camden,
N. J.
Reeves Instrument Corp.. 215 E. 91st St., N.Y.C.
1812—PHONO-PICKUP CARTRIDGES
Frank Adams. 155 N. I3th St.. Philadelphia 7, Pa.
Altec Lansing Corp., 9356 Santa Monica Blvd., Beverly
Hills. Calif.
American Microphone Co.. 370 S. Fair Oaks. Pasadena,
Calif.
Electro-Voice, Inc., Buchanan, Mich.
Radio Corp. of America. Camden 3, N. J.
Webster Electric Co., 1900 Clark. Racine. Wis.
1813—PHOTOELECTRIC CELLS
Ballantyne Co., 1707 Davenport, Omaha 2. Neb.
Century Projector Corp., 729 7th Ave.. New York 19
Continental Electric Co.. 715 Hamilton. Geneva, 111.
DeVry Corp.. 1111 Armitage Ave.. Chicago 14, 111.
General Electric Co., Schenectady. N. Y.
G-M Laboratories, Inc., 1731-35 Belmont. Chicago III.
Motiograph, Inc.. 4431 W. Lake St., Chicago 24. 111.
Radio Corp. of America. Victor Div.. Camden. N. J.
Weber Machine Corp.. Rochester 6. N. Y.
Wenzel Projector Co.. 2505-19 S. State. Chicago. Ill,
.Westinghouse Lamp Div., MacArthur Ave., Bloomfield.
N. J.
Weston Electrical Inst. Corp., 614 Frelinghuysen,
Newark 5. N. J.
1814—PUBUC ADDRESS SYSTEMS
Frank Adams, 155 N. 13th St., Philadelphia 7. Pa.
Altec Lansing Corp., 9356 Santa Monica Blvd., Beverly
Hills, Calil.
Ballantyne Co . 1707 Davenport. Omaha 2, Neb.
Bell Sound Systems, Inc., 555 Marion Rd., Columbus
7, Ohio
Century Projector Corp., 729 7th Ave , New York 19
DeVry Corp.. 1111 Armitage Ave., Chicago 14, III.
Elec-Tech Industries. Inc., 520 Ehn, Cincinnati 2, Ofelo
Executone, Inc.. 415 Lexington Ave., N. Y. 17, N. Y.
Gale, Dorothea. Mechanisms. 81-01 Broadway, Long
Island. N. Y.
Lincrophone Co., Inc., 226 Lansing St., Utica 3, N. Y.
Masco Electronics Sales Co.. 32-38 49th St.. LI., N.Y.
Motiograph, Inc.. 4431 W. Lake. Chicago 24, III.
Newcomb Audio Products Co.. 6824 Lexington Ave..
Hollywood 38. Calif,
RCA Theatre Equip. Sales, RCA Victor Div., Camden,
N. J.
Scott, Inc.. 385 Putnam Ave.. Cambridge, Mass,
Mark Simpson MIg. Co.. 32-28 49th St., Long Island
Crty. N. Y.
Newcomb Audio Products Co.. 6824 Lexington Ave.,
Hollywood 3f.
Calif.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Stephens Mfg. Co., 8538 Warner Dr., Culver City.
Calif.
Webster Electric Co.. 1900 Clark. Racine. Wis.
1815—RECORD PLAYERS—THEATRE
Frank Adams. 237 N. 13th, Philadelphia 7. Pa.
Gale. Dorothea, Mechanisms, 81-01 Broadway, Long
Island, N. Y.
Motiograph. Inc., 4431 W. Lake. Chicago 24, 111.
RCA Theatre Equip. Sales. RCA Victor Div., Camden.
N. I.
Mark Simpson Mfg. Co., 32-28 49lh St., Long Island
City, N. Y.
1816—RECORDERS—Tape or Disk
Bell Sou.id Systems, Inc., 555 Marion Rd., Columbus
7, Ohio
Masco Electronics Sales Co., 32-38 49th St,. L.I., N.Y.
1817—SOUND EQUIPMENT, COMPLETE
Altec Lansing Corp., 9356 Santa Monica Blvd., Beverly
Hills, Calif.
Ballantyne Co., 1707 Davenport St., Omaha. Neb.
Bell Sound Systems, Inc., 555 Marion Rd., Columbus
7, Ohio
Century Projector Corp.. 729 Seventh Ave.. New
York 19. N. Y.
DeVry Corp.. 1111 Armitage Ave.. Chicago 14. 111.
Elec-Tech Industries. Inc.. 520 Elm. Cincinnati 2, Ohio
Electrical Research Products, Inc., 195 Broadway.
New York, N. Y.
Gale. Dorothea, Mechanisms, 81-01 Broadway. Long
Island, N. Y.
General Electric Co., Schenectady 5, N. Y.
International Projector Corp., 55 La France Ave..
Bloomfield. N. J.
Lincrophone Co.. Inc., 226 Lansing St., Utica 3. N. Y.
Masco Electronics Sales Co.. 32-38 49th St., L,I.. N.Y.
Motiograph. Inc.. 4431 W. Lake St., Chicago, 111.
RCA Theatre Equip. Sales, RCA Victor Div., Camden.
N. ).
Mark Simpson Mfg. Co., 32-28 49th St., Long Island
City. N. Y.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
Corp., 59 Rutter. Rochester 6. N. Y.
York
Weber
19. N. Y.
Machine
Webster Electric Co.. 1900 Clark. Racine. Wis.
Wenzel Projector Co.. 2505-19 S, State. Chicago. 111.
Western Electric Co.. 195 Broadway, N.Y.C.
1818—SOUND HEADS
Ballantyne Co.. 1707 Davenport St.. Omaha. Neb.
Century Projector Corp., 729 7th Ave., New York 19
DeVry Corp.. 1111 Armitage Ave., Chicago 14, III.
Elec-Tech Industries, Inc.. 520 Elm, Cincinnati 2, Ohio
International Projector Corp., 55 La France Ave.,
Bloomfield, N. J.
Motiograpn, Inc.. 4431 W. Lake St.. Chicago, 111.
RCA Theatre Equip. Sales. RCA Victor Div., Camden,
N. J.
S.OS. Cinema Supply Corp.. 602 W. 52nd St.. New
York 19, N. Y.
Weber Machine Corp.. 59 Rutter. Rochester 6. N. Y.
Wenzel Projector Co.. 2505-19 S. State. Chicago 16
1813—SOUND PARTS
Ahec Service Corp.. 161 6th Ave., N. Y. 13. N. Y.
Ballantyne Co.. 1707 Davenport, Omaha. Neb.
Century Projector Corp., 729 7th Ave.. New York 19
LaVezzi Machine Works. 4635 W. Lake. Chicago 44
Motiograph. Inc.. 4431 W. Lake St., Chicago. 111.
Herman Hosmer Scott, Inc., 385 Putnam. Cambridge
39, Mass.
International Projector Co.. 55 La France Ave..
Bloomfield. N. J.
Motiograph. Inc.. 4431 W. Lake. Chicago 24, 111.
Mark Simpson Mfg. Co., 32-28 49th St., Long Island
City. N. Y.
RCA Theatre Equip. Sales. Camden. N. J.
S.OS. Cinema Supply Co., 602 W. 52nd. New York 19
Wenzel Projector Co.. 2505-19 S. State. Chicago. 111.
Wolk, Edward H., 1241 S. Wabash, Chicdao 5. HI.
1820—SOUND RECORDING SYSTEMS—Synchronous,
(Magnetic or Pholosound)
Reeves Equipment Corp.. 10 E. 52nd St.. N.Y.C.
1821—SOUND SERVICE CONTRACT
Altec Service Corp.. 161 5th Ave., N. Y. 13, N. Y.
RCA Theatre Equip. Sales, Camden. N. J.
SPEAKER SYSTEMS—See 1814 and 1817
1822—SOUND LEVEL METERS
Hermon Houmar Scott, Inc., 385 Putnam. Cambridge,
Mass.
1823—TELEVISION EQUIPMENT—Large-Screen
Theatre Type
Air Morchal Corp., i2 E. 44th St., New York 17. N. Y.
Allen B. DuMont Laboratories, Inc., 2 Main Ave..
Poasaic, N. J.
Altec Lansing Corp., 9356 Santa Monica Blvd., Beverly
Hills. CahL
Century Projector Corp., 729 7th Ave. New York 19
Farnsworth Radio & Television Co.. Fort Wayne. Ind
General Electric Co.. Schenectady 5, N. Y.
General Piecision Laboratory, Inc., 63 Bedford Rd.,
PleasanlviUe, N. Y.
North American Phillips Co., Inc.. 750 S. Fulton, Ml.
Vernon, N. Y.
RCA Theatre Equip. Sales, RCA Victor Div., Camden.
N. J.
Scophony Corp. of America, 381 4th Ave., N.Y.C.
Tele-Screen Corp., 1231 Race St.. Philadelphia. Pa.
Television Industries Co., 540 Bushwick Ave., Brooklyn
6, N. Y.
Trad Television Corp., 1001 First Ave.. Asbury Park,
N. I.
1824—TWO-WAY HORN SYSTEMS
Frank Adams. 155 N. 13th St., i-hiladelphia 7, Pa,
Altec Lansing Corp., 9356 Santa Monica Blvd., Beverly
Hills. Cahf.
Ballantyne Co., 1707 Davenport St., Omaha, Neb.
Century Projector Corp., 729 Seventh Ave., New
York 19, N. Y.
Electro Voice, Inc., Buchanan, Mich.
Executone, Inc., 415 Lexington 17, N. Y.
International Projector Co., 55 La France Ave.,
Bloomfield, N. I.
Lincrophone Co., Inc.. 226 Lansing St.. Utica 3. N. Y.
Masco Electronics Sales Co., 32-38 49th St., L.I., N.Y.
Motiograph. Inc., 4431 W. Lake St., Chicago, 111.
RCA Theatre Equip. Sales. RCA Victor Div., Camden.
N. J.
Mark Simpson Mfg. Co.. 32-28 49th St., L. I. 2, N. Y.
Stephens Mfg. Corp., 8538 Warner Dr., Culver City,
Calif.
V/eber Machine Corp., Rochester 6, N. Y.
Wenzel Projector Co., 2505-19 S. State. Chicago, 111
19 STAGE EQUIPMENT
1301—CONTOUR CURTAIN PROSCENIUMS
Automatic Devices Co., 116 N. 8th St., Allentown, Pa.
David E. Brodsky Assoc, 242 N. 13th St., Phila. 7. Pa.
J. R. Clancy, Inc., 1010 W. Belden, Syracuse, N. Y.
Great Western Stage Equipment Co., 1324 Grand
Ave., Kansas City. Mo.
R. L. Grosh & Sons, 4118 Sunset. Hollywood, Calif.
KnoxviUe Scenic Studios, P. O. Box 1029, Knoxville
4, Tenn.
Metropolitan Scenic Studios, Inc., 1611 Davenport,
Omaha 2, Neb.
Hubert Mitchell Industries. Inc., P. O. Box 49, Hartselle.
Ala.
Mork-Green Studios, 243 W. Congress, Detroit. Mich.
Paramount Decorating Co., 311 N. 13th St., Phila., Pa.
Theatre Drapery Supply, 2419 2nd Ave., Seattle 1.
Wash.
1302—CONTROL STANDS
Automatic Devices Co.. 116 N. 6th St.. Allentown. Pa.
Gcle, Dorothea. Mechanisms. 81-01 Broadway. Long
Island, N. Y.
Great Western Stage Equipment Co., 1324 Grand
Ave., Kansas City. Mo.
Hubert Mitchell Industries, Inc.. P. O. Box 49, Hartselle.
Ala.
Mork-Green Studios. 243 W. Congress. Detroit. Mich.
Paramount Decorating Co., 311 N. 13th St.. Phila., Pa.
Theatre Drapery Supply, 2419 2nd Ave., Seattle 1.
Wash.
1303—CURTAINS
David E. Brodsky Assoc. 242 N. 13th St.. Phila. 7. Pa.
R. Clancy, Inc.. Syracuse 4, N. Y.
J.
Continental Theatre Studio, 543 Gage St., Akron 6.
Ohio
Dazians. Inc., 142 W. 44th, New York City. N. Y.
Knoxville Scenic Studios, P. O. Box 1029. Knoxville
Tenn. '/
4.
Maharam Fabric Corp., 130 W. 46th, New York, N. Y.
Great Western Stage Equipment Co.. 1324 Grand
Ave.. Kansas City. Mo.
R. L. Groeh & Sons, 4118 Sunset. Hollywood. Calif.
Metropolitan Scenic Studios, 1611 Davenport St..
Omaha. Neb.
Hubert Mitchell Industries. Inc. P. O. Box 49, Hartselle.
Ala.
Mork-Green Studios. 243 W. Congress. Detroit. Mich.
New York Flameproofing Co., 115 Christopher St.,
New York 14, N. Y.
Novelty Scenic Studios. Inc., 32 W. 60th. N.Y.C.
Owens-Corning Fiberglas Corp., Toledo. Ohio
Paramount Decorating Co.. 311 N. 13th, Phila., Pa.
"THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 109

2747
i
STAGE EQUIPMENT Use the Index of Advertised Products at Page 90 to find ad-data herein on popular items. ;
(IX*"
Stevens, Inc., 42 Summer St.. Pittsljeld, Mass.
Theatre Drapery Supply, 2419 2nd Ave., Seattle 1.
Wash.
Thonel Fireproof Fabrics, 101 Park Ave., N.Y.C.
I. We;ss 6 Sons, 445 W. 45th, New York, N. Y.
1904—CUHTAIN CONTROLS & TRACKS
Automatic Devices Co., 116 N. 8th St., Allenlcwn, Pa.
David E. Brodsky Assoc, 242 N. 13lh, Phila. 7, Pa.
R. CioncY, 1010 W. Belden, Syracuse, N. Y.
J.
Gale, Dorothea, Mechanisms, 81-01 Broadv-^ay, Long
Island, N. Y.
Great Western Stage Equipment Co., 1324 Grand
Ave., Kansas City. Mo.
Knoxville Scenic Studios, P. O. Box 1029, Knoxville
4, Tenn.
Metropolitan Scenic Studios, 1611 Davenport St.,
Neb.
Omaha 2,
R. L. Grosh & Sons, 4113 Sunset, Hollywood, Calif.
Metropolitan Scenic Studios, 1611 Davenport, Omaha
2, Neb
Hubert Mitchell Industries, Inc., P. O. Box 49, Hartselle,
Ala.
Mork-Green Studios. 243 W. Congress, Detroit, Mich.
New York Flameprooiing Co., 215 Christopher St.,
New York 14, N. Y.
Novelty Scenic Studios, Inc., 32 W. 60th, N.Y.C.
Paramount Decorating Co., 311 N. 13th, Phila., Pa.
Theatre Drapery Supply, 2419 2nd Ave., Seattle 1,
Wash.
Vallen, Inc., 225 Blull St., Akron, Ohio
Joseph Vasconcellos, Inc., Long Island City, N. Y.
I. Weiss S Sons, 445 W. 45th, New York, N. Y.
1904A—DRAPE-OPERATING MECHANISMS
Vallen, Inc., 225 Bluff St., Akron 4, Ohio
1905—SCREENS, PROJECTION
Da-Lite Screen, Inc., 2711 N. Pulaski. Chicago. lU.
Nu-Screen Corp., 1501 Broadway, N.Y C.
Radiant Mfg. Co., 2627 W. Roosevelt Rd., Chicago,
111.
Radio Corp. of America, Camden 3, N. I.
Raytone Screen Co., 165 Clermont Ave., Brooklyn,
N. Y.
B. F. Shearer Co., 2318 Second Ave., Seattle, Wash.
S.U.S. Cinema Supply C»rp., 602 W. 52nd St., New
York 19, N. Y.
Tele-Screen Corp., 38 N. Delaware, Phila. 6, Pa.
Vocalite Screen Corp., 19 Debevoise, Roosevelt, N. Y.
Walker-American Corp., 800 Beaumont St., St. Louis,
Mo.
Williams Screen Co., 1674 Summit Lk. Blvd., Akron,
Ohio
1906—SCREEN BRUSHES
National SuDer Service Co., Inc., 1941 N. 12th,
Toledo 2, Ohio
Vocalite Screen Corp., 19 Debevoise, Roosevelt, N. Y.
1907—SCREEN COATINGS
Drive-In Theatre Mfg. Co., 729 Baltimore Ave., Kansas
City 2, Mo.
National Theatre Screen Refinishing Co., 129 Zenner,
Buffalo 11, N. Y.
Pittsburgh Plate Glass, 632 Duquesne Way, Pittsburgh
22, Pa.
Raytone Screen Corp., 165 Clermont Ave., Brooklyn
5, N Y.
Vocalite Screen Corp., 19 Debevoise, Roosevelt, N. Y.
1908—SCREEN REFINISHING
Hubert Mitchell Industries, Inc., P. O. Box 49, Hartselle,
Ala.
Mork-Green, Inc., 243 W. Congress. Detroit 26, Mich.
National Theatre Screen Refinishing Co., 129 Zenner
St.. BuIIoId 11, N. Y.
Vocalite Screen Corp., 19 DeBevolse, Roosevelt, N.Y.
SCREEN EFFECT EQUIPMENT—See 1401
1909—STAGE HARDWARE and RIGGING
Automatic Devices Co., 116 N. 8lh St., Allentown, Pa.
Belson Mfg. Co., 1442 W. Van Buren, Chicago, 111.
Capitol Stage Lighting Co., Inc., 527 W. 45th, New
York 19, N. Y.
N. Y.
I. R. Clancy, 1010 W. Belden, Syracuse,
Great Western Stage Equipment
Ave., Kansas City, Mo.
Co., 1324 Grand
Knoxville Scenic Studios, P. O. Box 1029, Knoxville
4, Tenn.
Metropolitan Scenic Studios, Inc.,
St., Omaha 2, Neb.
1611 Davenport
Hubert Mitchell Industries, Inc., P. O. Box 49, Hartaelle,
Ala.
Mork-Groen Studios, 243 W. Congress, Detroit, Mich
Novelty Scenic Studios, Inc., 32-34 W. 60th St., New
York 18, N. Y.
Sargent & Co., 45 Water St., New Haven 9, Conn.
Theatre Drapery Supply, 2419 2nd Ave
, Seattle 1,
Wash.
Tillin Scenic Studios, Inc.,
I. Weiss & Sons, 445 W. 45th,
Box
New
915, Tiffin,
York N.
Ohio
Y.
1910—STAGE SCENERY
Drvid E. Brodsky Assoc, 242 N. 13lh, Phlla., Pa.
I R Clancy, 1010 W. Beldon, Syracuse, N. Y.
Great Western Stage
Kannas City, Mo.
Equipment, 1324 Grand Ave.,
Knoxville Scenic Studios, P. O. Box 1029, Knoxville
4, Tenn.
Metropolitan Scenic Studios, Inc., 1611 Davenport
St., Omana ?., Neb.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hartseile,
Ata.
Mork-Green Studios, 243 W. Congress, Detroit, Mich.
Novelty Scenic Studios, Inc., 32 W. 60lh, N.Y.C.
Theatre Drapery bupply, 2419 2nd Ave., Seatle 1,
Wash.
Tillin Scenic Studios. Inc., Box 915, Tiffin, Ohio
Volland Studios, 600 Del Monte Way, St. Louis, Mo.
1. Weiss 6 Sons, 445 W. 4Slh, New York. N. Y.
20 TICKET OFFICE
2001—ADMISSION PRICE SIGNS
Associated Ticket & Register Corp., 354 W. 44th, New
^ork, 18, N. Y.
L. Bahn Co., 123 W. Canton St., Boston 18, Mass.
Edgai a. bowman, 124 W. 2lst St., New York 11, N.Y.
Ov/1 Engraving Co , Wyoming, St. Louis, Mo.
Time Sign Manufacturers, 300 Transportation Bldg.,
Grand Rapids, Mich.
The Tablet & Ticket Co., 1021 W. Adams St., Chicago
7, 111.
2002—ADMISSION CHECKER
Theatre Control Corp., 319 Orleans St., Detroit, Mich.
Ticket Register Industries, 30 E. Adams, Chicago, 111,
2003—BOXOFFICES
Farley & Loetscher Mfg. Co., Dubuque, Iowa
Pitisburgh Plate Glass, 632 Duquesne Way, Pgh., Pa.
Poblocki & Sons Co., 2159 S. Kimuckinnic Ave.,
Milwaukee 7, Wis.
Reliance Art Metal Co., Cincinnati 14, Ohio
Universal Corp., 6710 Denton Dr., Dallas 9, Tex.
2004—BOXOFFICE RAILINGS
£. F. Hauserman Co., 6800 Grant Ave., Cleveland, O.
Hupp Metal Works Co., 1123 Broadway, N.Y.C.
Lawrence Metal Prod., 79 Walker, N.Y.C.
Reliance Art Metal Co., Cincinnati 14, Ohio
Universal Corp., 6710 Denton Dr., Dallas, Tex.
2005—CHANGE-MAKING MACHINES
Abbott Coin Counter Co., 143rd St. i Wales Ave.,
New York 54, N. Y
Associated Ticket & Register Corp., 354 W. 44th, New
York 18, N. Y.
Brandt Automatic Cashier Co., 515-517 1st St., Watertown,
Wis.
Coin-O-Matic Cashier Co., 1520 N. Halstead, Chicago
Coinometer Corp., 30 E. Adams St., Chicago, 111.
Johnson Fare Box Co., 4619 Ravenswood Ave., Chicago
40, 111.
Klopp Engineering, Inc., Box 134, Plymouth, Mich.
McPherson Mfg. Co., 501 E. 34th St., Tacoma, Wash.
Metal Products Engineering, Inc., 4000 Long Beach,
Los Angeles, Calif.
Money-Meters, Inc., 17 Warren St., Providence, R. I
2006—COIN SORTERS & COUNTERS
Abbott Coin Counter Co., 143rd St. and Wales Ave.,
New York 54, N. Y.
Associated Ticket & Register Corp., 354 W. 44th, New
York 18, N. Y.
Brandt Automatic Cashier Co., 515-517 1st St., Watertown,
Wis.
S. R. Blackstone, Madison 1, Wis.
Coinometer Corp., 30 E. Adams, Chicago 3, 111.
Johnson Fare Box Co., 4619 N. Ravenswood, Chicago
40, 111.
Klopp Engineering, Inc., Box 134, Plymouth, Mich.
2007—COIN WRAPPERS AND STRAPS
All firms listed above under 2006 plus:
Rolapak Industries, Box 64, Rsohester, N. Y.
2008—ELECTRIC TWIN CLOCKS
Electric Ad Clock Co., 218 N. Jefferson, Chicago, 111.
2009—SAFES
The Ballam Safe
burg 7, Fla.
Co., 736 35th St. South, St. Peters-
Diebold, Inc., Canton 2, Ohio
The Guardian Burglar Proof Equipment
Detroit Ave., Cleveland 2, Ohio
Herman Safe Co., San Francisco 5, Calif.
Co., 6219
Herring-Hall-Marvin Safe Co., Hamilton, Ohio
Cramer Posture Chair Co., Kansas City 4, Mo.
Mosler Sale Co., 320 5th Ave., New York 1, N. Y
York Sale & Lock Co., York, Pa.
2010—SPEAKER TUBES
Associated Ticket & Register Corp., 354 W. 44th, New
York 18, N. Y.
DIT-MCO, Inc., 729 Baltimore Kansas City 6, Mo
Goldberg Bros., 3500 Walnut, Denver, Colo,
Universal Corp., 6710 Denton Dr., Dallas, Tax.
2011—TICKETS
Ansell-Simplex Ticket Co., Inc., 2834 W. Chicago
Ave., Chicaoo 22, 111.
Associated Ticket & Register Corp., 354 W 44th New
York 18, N. Y.
Coinometer Corp., 30 E. Adams, Chicago 3, 111
Flhoii Ticket Co., 409 Lalayelte, New York N Y
Globe Ticket Co., 112 N, 12th St., Philadelphia, Pa.
San Francisco, Calif. |
Hancock Bros.,
Int 1 Ticket Co.,
Keller Ansell Ticket
Premier Southern
25
506
Jessie
Gralton
Co.,
Ticket
St.,
723 7th
Co.,
Ave., Newark,
Ave., New York,
Inc., 1521 Dana
N. J.
N.Y.
Ave,,
1
;
Cmcinnau 7, Ohio
National Ticket Co.,
Southwest Ticket &
Shamokin,
Coupon Co.,
Pa.
2110
Dallas, Tex.
Ticketmaster, Inc., 30 E. Adams, Chicago 3, III.
i
Toledo Ticket Co., 116 Erie St., Toledo, Ohio
Weldon, Williams & Lick, Inc., Fort Smith, Ark.
2012—TICKET CHOPPERS & BOXES
Associated Ticket & Register Corp., 354 W. 44th, New
York 18, N. Y.
Cinesnax Corp., 988 Market St., San Francisco 2, Calil.
General Register Corp., 36-20 33rd St., Long Island
City 1, N. Y.
Goldberg Bros., 3500 Walnut St., Denver, Colo.
GoldE MIg. Co., 1218 W. Madison, Chicago 7, 111.
^. H. Hoffman, Lamar Theatre, Arthur, 111.
Lawrence Metal Products, Inc., 79 Walker, N.Y.C.
Neumade Products Corp., 427 42nd, N.Y.C.
Perey Mlg. Co., Inc., 101 Park Ave., N.Y.C.
Reliance Art Metal Co., Cincinnati, Ohio
Theatre Control Corp., 319 Orleans, Detroit, Mich.
Ticketmaster, Inc., 30 E. Adams, Chicago 3, 111.
2013—TICKET ISSUING MACHINES
Associated Ticket & Register Corp., 354 W. 44th St.,
New York 18, N. Y.
General Register Corp., 36-20 33rd St., Long Island
City, N. Y.
GoldE Mfg. Co., 1218 W. Madison, Chicago 7, HI.
Ticketmaster, Inc., 30 E. Adams, Chicago 3, III.
2014—TICKET REGISTERS
Associated Ticket 6. Register Corp., 354 W. 44th, New
York 18, N. Y.
General Register Corp., 36-20 33rd St., Long Island
City I, N. Y.
Electronic Signal Co., Williston Park, N. Y.
Theatre Control Corp., 319 Orleans, Detroit, Mich.
Ticketmaster, Inc., 30 E. Adams, Chicago 3, lU.
2015—TICKET SELLERS' CHAIRS
American Desk Mfg. Co., Temple, Tex.
Associated Ticket & Register Corp., 354 W. 44th, New
York 18, N. Y.
Ballantyne Co., 1707 Davenport, Omaha 2, Neb.
Cramer Posture Chair Co., Kansas City, Mo.
Kewanee Mlg. Co., Adrian, Mich.
21 VENDING MACHINES
2101—ASPIRIN VENDER
Aspir-Vend., Inc., 451 N. La Cienega, Los AngalM
2102—CANDY VENDERS
Advance Service Co., 3513 14th St., Detroit, Mich.
Alkuno & Co., Inc., 408 Concord, New York, N. Y.
Atlas Tool & Mfg. Co., 5147 Nat. Bridge, St. Louis, Mo.
Automatic Canteen Co. of America, Merchandise
Mart, Chicago, 111.
Bolvend Mlg. Co., 122 S. Michigan Ave., Chicago, lU.
Coan Mlg. Co., 2070 Helena St., Madison, Wis.
Columbus Vending Co., 2005 E. Main, Columbus, O.
Arthur H. DuGrenier, Inc., 15 Hale Ave., Haverhill,
Mass.
Mills Automatic Merchandising Corp., Long Island
City. N. Y,
National Vendors, Inc., 5055 Natural Bridge Rd.,
St. Louis 15, Mo.
Sanitary Automatic Candy Corp., 259 W. 14th, N.Y.C.
Stewart Prod. Corp., 315 W. Putnam, Greenwich,
Conn.
Stoner Mfg. Co., 328 Gale St., Aurora, 111.
2103—CIGARETTE VENDERS
Automatic Products Co., 250 W. 57lh St., N.Y.C.
Arthur H. DuGrenier, Inc., IS Hale St., Haverhill
Mass.
Lehigh Foundries, Inc., Eoston, Pa.
Stoner Mlg. Corp., 328 Gale, Aurora, HI.
2104—COIN CHANGERS, AUTOMATIC
Mills Industries, Inc., Chicago 30, III.
A. G. Sebring Corp., 2300 W. Armltage, Chicago, 111.
Vendo Co., 7400 E. 12th St., Kansas City 3, Mo.
2105-COFFEE VENDERS, CUP
American Nat'l Dispensing Co., Lansdale, Pa.
Auto-Vend. Inc., 5210 Bonita, Dallas 6, Tex.
Clifton Mlg. Co., 3859 Wilshire Blvd., Los Angeles
5, Calif.
Drink Master Corp., 227 S. Robertson Blvd., Beverly
Hills, Calif.
Harvey Machine Co., 19200 Western Ave., Torrance,
Calif.
Bert Mills Corp., 400 Crescent Blvd., Lombard, III,
Rudd-Melikian, Inc., 1947 N. Howard, Phlla., Pa.
Spacarb, Inc., 311-317 E. 23rd, New York, N, T.
2105A—COMB VENDERS
While's Comb Vendor, Inc., S65 Grace St., Elgin, 111.
2106—DRINK VENDERS, BOTTLE
Atlas Tool A Mfg. Co., 5147 Nat. Bridge, St. Louis, Mo.
P-;..S:FS
110 WHEN WRITING MANUFACTURERS OR THEIR DISTRIBUTORS PLEASE MENTION

'
Spacarb,
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ExCell
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General
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Bevco
5
FREE Postcards are provided at Page 90 to bring you full information, prices, etc., on any Adrertiscd Prodoct DRIVE-INS
!
Automatic Canteen Co. o! America, Merchandise
Mart, Chicago, 111.
Co
. Inc., 3316 S. Broadway, St. Louis, Mo.
Dr. Pepper Co., 5523 E. Mockingbird Lone, Dallas,
Tex.
Products, 45y TJ. Racine St., Chicago, 111.
Vending Machine Corp., 549 W Washing-
Ion Blvd., Chicago 6, 111.
Hires Co., Charles E., 205 S. 24th St., Phalidelphia
3, Pa,
Ideal Dispenser Co., 507 S. McClun, Bloomlngton, 111.
D. Jennings & Co., 4300 W. Lake St., Chicago, 111.
Vendors, Inc., 1310 S. 47th Ave., Cicero, HI.
Mills Industries, 4110 Fullerton Ave., Chicago 39, 111.
Nehi Corp., Columbus, Go.
Spacarb, Inc., 375 Fairfield Ave,, New York 10, N. Y.
Stewart Prod. Corp., 315 W. Putnam, Greenwich,
Conn.
Vendo Co., 7400 E. 12th St., Kansas City 3, Mo.
2107—DRINK VENDERS,
CANNED
luice Bar Corp., 12 E. 44th St., New York 17, N. Y.
2108—DRINK VENDERS, CUP
American National Dispensing Co., Lonsdale, Pa.
American-Simplex Vender, 167 S. Vermont, Lo8
Angeles, Calif.
Automatic Products Co., 250 W. 57th St., N.Y.C.
Bradley-Edlund Corp., 432 N. Franklin, Syracuss, N.Y.
Cole Products Corp., 39 S. LaSalle, Chicago, 111.
Drink Master Corp., 227 S. Robertson Blvd., Beverly
Calif.
Dr. Pepper Co., 5523 E. Mockingbird Lane, Dallas,
Tex.
Hupp Corp., 1250 W. 76th St., Cleveland, Ohio
Lyon Industries, Inc., 342 Madison Av«., N.Y.C.
Mills Industries, Inc., 4100 Fullerton, Chicago 39, 111.
Patten Co., Syccmore, 111.
I. V.
Snlvely Vending & Sales Co., Winter Haven. Fla.
Inc., 375 Fairfield Ave., New York City.
Superior Refrigerator Mfg. Co., 1606-08 Pine, St.
Louis, Mo.
Telecoin Corp., 12 E. 44th St., N.Y.C.
2103—GUM VENDERS
Advtince Service Co., 3513 14th St., Detroit 8, Mich.
Balvend Mfg. Co., 122 S. Michigan, Chicago, 111.
Arthur H. DuGrenier, Inc., 17 Hale, Haverhill, Mass.
Mills Industries, Ire, 4100 Fullerton, Chicago 39, III.
2110—ICE
CREAM VENDERS
Afco, Inc., 432 Alandale, Los Angeles, Calif.
Arctic Vendor Sales Co., Appleton, Wis.
Atlas Tool & Mfg. Co., 5147 Nat. Bridge, St. Louis, Mo.
Belvend Mfg. Co., 122 S. Michigan, Chicago, 111.
Craig Machine, Inc., 90 Holt St., Danvers, Mass.
Eastern Engineering & Sales Co., 702 Commercial
Trust Bldg,, Phila^lphia, Pa.
Fred Hebel Corp., 20 N. Wacker Dr., Chicago, 111.
National Servitors, Inc., Little Falls, N. J.
Vendi-Freeze, 127 N. Dearborn, Chicago, 111.
The Vendo Co., 7400 E. 12th St., Kansas City 3, Mo.
2111—MINT 4 ROU VENDERS
Mills Industries, Inc., 4100 Fullerton, Chicago 39, III.
Shipman Co., 1226 S. Lorena, Los Angeles, Calif.
Stoner Mfg. Co., 328 Gale St., Aurora, 111.
2112—NUT VENDERS
Oak Mfg. Co., 114U Knightsbridge Ave., Culyer
City,
Calif.
Northwest Corp., Morris, 111.
PAPER CUPS—See 424
2113—POPCORN VENDERS
Automatic Products Co., 250 W. 57th St., New York
19, N. Y.
Automatic Specialty Co., 6 Kenner St., Ludlow, Ky.
Auto-Vend.. Inc., 5210 Bonita, Dallas 6, Tex.
Bonanza, Inc., 2980 W. Pico, Los Angeles, Calif.
H. A. Bruntjen Co., 1645 Hennepin, Mpls., Minn.
Electro-Serv, Peoria, 111,
Jack Nelson & Co., 2320 Milwaukee, Chicago, 111.
I. R. Geisler & Assoc, P. O. Box 725, Beverly Hills,
Calif.
Hawkeye Popcorn Vend. Co., 915 Olive, St. Louis,
Mo.
Norso America, Inc., 356 S. B'way, Los Angeles, CaU.
Nu-Way Popcorn Sales, 14128 Puritan. Detroit, Mich.
Pod Fresh Popcorn Co., 4407 N. Normandle, Los
Angeles, Calil.
Popperette Corp., 2165 S. 1st., Milwaukee, Wis.
Pronto Popcorn Sales, Inc., 702 Beacon St., Boston,
Mass.
2114—SANITARY NAPKIN DISPENSERS
Advance Service Co., 3513 Nth, Detroit 8, Mich.
Cotton Products Lab., 1645 Bedford, Brooklyn, N. Y.
Hospital Specialty Co., 1991 E. 66th, Cleveland, O.
Int. Cellucotton Prod. Co., 919 N. Mich., Chicago, HI.
Rochester Germicide Co., Rochester, N. Y.
The Selig Co., 336-350 Marietta St., Atlanta, Ga.
West Disinfecting Co., 42-16 West St., Long Island
City, N. Y.
2115—SCALES
A.B.T. Mfg. Co., 715 N. Kedzie, Chicogo, 111.
Advance Service Co., 3513 14ih S>., Detroit 8, Mich.
American Scale Mfg. Co., 3206 Grace St., N. W.,
Washington, D. C.
Hamilton Scale Co.. 1702 Summit St., Toledo, Ohio
Beacon Products Co.. 204 W. Mound, Columbus, Ohio
Hanson Scale Co., 209 N. Franklin, Chicago, 111.
Ideal Weighing Machine Co , 1010 W. 43rd, Los Angeles,
Calif.
Peerless Weighing & Vending Machln* Corp., Long
Island City. N. Y.
Rock-Ola Mfg., Corp., 800 N. Kedzie. Chicago, 111.
Watling Mfg. Co , 4650 W. Fulton, Chicago, 111.
World Scales, Inc., 3220 W. Broad, Columbu*, Ohio
21 1&—SHOE SHINE VENDERS
Ace Shoo Shine Co. of California, 3214 Broadway,
Sacramento 17, Calif.
Alias Tool & Mfg. Co., 5147 Nat. Bridge, St. Louli, Mo.
Columbus General Machines Co., 5 E. Long St., Columbus,
Ohio
Douglass Auto. Shoo Shiner, 600 16th, Oakland, Calif.
Serv-A-Shine, Inc., 1717 E. Kane PI., Milwaukee, Wis.
2117—TISSUE, FACIAL, VENDERS
Advance Service Co., 3513 14th St., Detroit 8, Mich.
USED COP RECEPTACLES—See 1632
22 tV.ISCELLANEOUS
2201—ADDRESSING MACHINES
Elliott Addressing Machine Co., Cambridge, Mass.
The Heyer Corp., 1850 S. Kostner Ave., Chicago
23, III.
2202—ADVERTISING MATS—(Also see 2301)
Dible, Graham W., Dible Bldg., 8th & Wall, Los
Angeles 14, Calif.
Metropolitan Mat Service, 303 E. 4th St., Los Angeles,
Calif.
AUDIENCE BUILDERS—See 2206 & 2209
2202A—BICYCLE RACKS
General Playground Equipment, Inc., 1133 S. Courtland
Ave., Kokomo, Ind.
2203—CELLOPHANE TAPE, ADVERTISING
Meyercord Company, 5323 W. Lake, Chicago, 111.
Topflight Tape Co., 116 E. Market, York, Pa.
CONSULTANTS, ENGINEERS—See 2212
2204—DUPLICATING MACHINES
A. B. Dick Co., 5700 W. Touhy, Chicago 3, HI.
Ditto, Inc., Harrison at Oakley, Chicago 12, 111.
The Heyer Corp., 1850 S. Kostner Ave., Chicago
23, 111.
2205—DUPLICATING MACHINES, CARD SIZE
Bond Equip. Co., 6633 Enright Ave., St. Louis, Mo.
The Prlnt-O-Moiic Corp., 14-125 Mdse Mart, Chicago
Rex-O-Graph, Inc., 745 N. Palmer, Milwaukee, Wis.
2206—GIVEAWAYS & PREMIUMS
Advance Service Co., 3513 14th St., Detroit, Mich.
Dible, Graham W., Dible Bldg., 8th & Wall, Los
Angeles 14, Calif.
Gits Moulding Corp., 4500 W. Huron, Chicago III.
Kenner Products Co., 912 Sycamore, Cincinnati, O.
Irving Klaw Co., 212 14th St., New York 3. N. Y.
Lulls Co., Inc., 40 W. 20th St., New York, N. Y.
Metro Premiums, 47 Church St., Boston, Mass.
National Latex Prod. Co., Ashland, Ohio
National Theatre Adv. Co., 1325 S. Wabash, CHi
cago.
Oak Rubber Co., Ravenna, Ohio
Price Theatre Premiums Co.. Inc., New York 18, N. Y.
Pioneer Rubber Co., Tiffin Road, Willard, Ohio
Quality Premium Distr., 1309 Vine St., Philadelphia,
Pa.
N. Shure & Co., 200 W. Adams St., Chicogo, III.
W. G. Simpson Co., 2820 E. Van Buren, Phoenix, Ariz.
Tri-State Plastic Molding Co.. Henderson. Ky.
West Bend Aluminum Co.. West Bend. Wis.
HEARING AIDS—See 1805
LAMP CHANGERS—See 1202
MARQUEE SERVICING EQUIPMENT—See 2210
2207—MOTOR REPAIR EQUIPMENT
Holub Industries, Inc., Sycamore, III.
PAPER CUPS—See 424
2208—PREFABRICATED THEATRE UNTTS
Great Lakes Steel Corp., Stran-Steel Dlv., Ecorse.
Mich.
Poblocki

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724
]
DRIVE-INS Use the Index of Advertised Products at Page 90 to find ad-data herein on popular items.
FLOODLIGHTS—See 1215
FOOD SERVICE EQUIPMENT—See 414
2310—GROUNDS SWEEPERS, POWER
Gravely Motor Plow & Cultivator Co., Dunbar, W. Va
Lamson Corp., Syracuse, N. Y.
Modern Mig. Co., 160 N. Fair Oaks, Pasadena, Calif
V/ilshire Power Sweeper, 4615 Alger, Los Angeles,
Calif.
HIGHWAY WARNING LIGHTS—See Scrfely
Signals 2323
231 1—HEATERS—IN-CAR
Arvin Industries, Columbus, Ind.
Auto Ray Heater Co., 508 Duquesne Dr., Pittsburgh,
Pa.
Drive-In Theatre Equip. Co., Inc., 2110 Superior,
Cleveland, Ohio
Nafl Heaters, Inc., 1624 Victory Blvd., Glendale,
Calif.
Theatrecraft Mfg. Corp., 1S78 E. 18th, Cleveland, O.
INTERCOMMUNICATING SYSTEMS—See 1807
2312—KIDDIE RIDES
Arrow Development Co., 243 Moffet Blvd., Mountain
View, Calif.
Bisch-Rocco Amusement Co., 5441 Cottage Grove
Ave., Chicago, 111.
Clark Mfg. Co., Sarasota-Bradenton Airport, Bradenton,
Fla.
Concession Supply Co., 3916 Secor Rd., Toledo 13, O.
W. S. Darley Co., 2810 W. Washington, Chicago, 111.
Drive-In Theatre Mfg. Co., 729 Baltimore Ave., Kansas
City 2, Mo.
The Excelda-Ohio Co., 21830 St. Clair Ave., Cleveland,
Ohio
H. E. Ewart, 707 E. Greenleaf St., Compton, Calif.
Eyerly Aircraft Co., P. O. Box 670, Salem, Ore.
Fly cS Harwood, Inc., 300 Madison, Memphis, Tenn.
Herschell, Allan, Co.. Inc., North Tonawanda, N. Y.
Hurlbut Amusement Equip. Co., 2813 S. Greenleaf,
Whittier, Calif.
King Amusement Co., 82 Orchard Mt. Clemens, Mich.
W. F. Mangels Co., 2875 W. 8th St., Brooklyn, N. Y.
Marcraft, Inc., Clarence, N. Y.
Miniature Train Co., Rensselaer, Ind.
Murdock Mfg. Co., 4056 Del Rey, Venice, Calif.
National Amusement Device Co., Box 488, V.A.F.,
Dayton, Ohio
Ottaway Amusement Co., 224 W. Douglas, Wichita,
Kas.
C. W. Parker Amusement Co., Leavenworth, Kas.
Pedal Plane Mfg. Co., South Beloit, 111.
Pinto Bros.. 2940 W. 8th St., Brooklyn, N. Y.
Smith & Smith. Inc., Franklin St., Springville, N. Y.
K. Max Smith Enterprises, Box 297, Russells Point, O.
Thornton Miniature Railways, 3945 Second Ave., Des
Moines, Iowa
Wagner 5 Son, 612 Lockport St., Plainfield, 111.
Williams Amusement Device Co., 2820 N. Speer Blvd.,
Denver, Colo.
2313—LAWN MOWERS, POWER
Call Products Co., 3719 Marjorie Way, Sacramento
17, Calif.
James Cunningham Son & Co., Rochester 8, N. Y
Drive-In Theatre Mfg. Co., 729 Baltimore Ave., Kansas
City 2, Mo.
Fairbanks Morse & Co., 600 S. Michigan, Chicago 5
Gravely Motor Plow & Cultivator Co., Dunbar, W. Va.
Ideal Power Mower Co., Springfield, Mass.
Midwest Mower Corp., 2235 OTallon St., St. Louis
6, Mo.
Modern Mfg. Co., 160 N. Fair Oaks Ave., Pasadena
Calif.
Toro Mfg.
Minn.
Corp., 3042 Snelling Ave.. Minneapolis 6
2314—LAWN SEEDS & PLANT FOODS
Prunty Seed & Grain Co., 620 N. 2nd, St. Louis Mo.
O. M. Scott & Sons Co., Marysville, Ohio
2315—LIGHTING SYSTEMS—DRIVE-IN
M. B. Austin Co., Norlhbrook. Ill,
Dyna Fog Corp., Dayton Municipal Airport, Vandalia,
Ohio
Fairbanks-Morse & Co., 600 S. Michigan, Chicago 5
Kliegl Bros., Inc., 321 W. 50lh, New York 19 N Y
Slonco Electric Products Co., 489 Henry St., Elizabeth
4, N. J.
Universal Motor Co., 4S1 Universal Dr., Oshkosh, Wis.
MICROPHONES— See 1810
23 IG—MINIATURE GOLF COURSES
Taylor Bros., 79 Ackley Ave , Johnson City, N. Y.
2317—OUTDOOR SEATING—(See also 2303)
American Desk Mfg. Co., Temple Tex
American Seating Co 901 Bdwy, Grand Rapids. Mich.
Ballantvne Co., 1707 Davenport St., Omaha 2, Neb
Clarln Mfg. Co., 4638 W. Harrison, Chicago, 111
Griggs Equip. Co., Box 630, Belton, Tex
Heywood-Wakefield Co., Menominee, Mich
Huasoy Mfg. Co., Inc , North Berwick, Me
Ideol Seotlng Co., 519 Ann St., Grand Rapids, Mich,
Norcor Mfg. Co., Green Bay, Wis.
RCA Theatre Equipment Div., Camdon, N. J.
2318—PEST S INSECT CONTROL, OUTDOOR
California Spray & Chemical Corp., Lucas S Orlho
Way, Richmond, Calif.
2328—SPEAKERS, IN-CAH
125
Todd Shipyards Corp ,
Combustion Equip.
45th Ave., Elmhurst, Queens, N. Y.
Div., 81-18 SOUND EQUIPMENT—See 1800
Welch Equip. Co., 224 S. Michigan, Chicago, 111.
SIGNS, ADVERTISING— See
2319—PLAYGROUND EQUIPMENT—See also
KIDDIE RIDES 2312
Ahrens Mfg. Co., Inc., Grinnell, Iowa
American Playground Devices Co., 1801-1831 S. Jackson
St., Anderson, Ind.
Ballantyne Co., 1707 Davenport, Omaha, Neb.
Cleveland, Ohio
J. E, Burke Co., Fond du Lac, Wis.
Drive-In Theatre Mfg. Co., 729 Baltimore Ave., Kansas
City 2, Mo.
Everwear Mfg. Co., Springfield, Ohio
Game-Time, Inc., Litchfield, Mich.
General Playground Equipment, Inc., 1133 S. Courtland
Ave., Kokomo, Ind.
Giant Mfg. Co., Council Bluffs, Iowa
Harris, Delmar F. Co., Concordia, Kas.
Hill Playground Equip. Co., 6800 W. Davis St., Dallas,
Tex.
Jamison Mfg. Co., 8800 S. Mettler, Los Angeles, Calif.
W. F. Mangels Co., 2875 W. Sth St., Brooklyn, N. Y.
Mercer-Robinson Co., Inc., 30 Church, New York, N.Y.
RCA Theatre Equip. Sales, RCA Victor Div., Camden,
N. J.
Recreation Equip. Co
, W. Sth, Anderson, Ind.
Safeway Steel Prod . W. Stole, Milwaukee, Wis.
Trojan Playground Equip. Co., St. Cloud, Minn.
2320—POSTS LIGHTS (Outdoor Fluorescent)
Allen Anthony Elec. Co., Forest Park, 111.
Cleveland, Ohio
Ballantyne Co., 1707 Davenport, Omaha, Neb.
Drive-In Theatre Mfg. Co., 729 Baltimore, Kansas
City 2, Mo.
Duro-Test Corp., No. Bergen, N. J.
General Electric Co., Schenectady 5, N. Y.
W. L. Long, 108 W. Illinois, Chicago, 111.
Magni-Lite, Inc., 115-46 Dunkirk, St. Albans, N. Y.
Revere Electric Co.. 6009-17 Broadway, Chicago, 111.
Steber Mfg. Co., 2700 Roosevelt Rd., Broadview, III.
Theatre Specialties, Inc., I6I5 Cordova, Los Angeles 2330—SPEAKER COVERS
7, Calif.
PUBLIC ADDRESS SYSTEMS—See 1814
Louis 2, Mo.
Central States Bag & Paper Co., 5221
2321—RAMP LIGHTS
Ballantyne Co., 1707 Davenport, Omaha, Neb.
Drive-In Theatre Equip. Co., 2110 Superior, Cleveland
14, Ohio
Drive-In Theatre Mfg. Co., 729 Baltimore, Kansas
City, Mo.
Motiograph, Inc., 4431 W. Lake, Chicago, III.
Stonco Electric Products Co., 4S9 Henry St., Elizabeth
4, N. J.
2322—RECORDED MUSIC & ADVERTISING
SERVICE
City, Kas.
Tune Ads of America, P. O. Box 1232, Longview, Tex.
2323—SAFETY SIGNALS, HIGHWAY
Burgess Battery Co., Freeport, 111.
Carpenter Mfg. Co., Boston 45, Somerville, Mass,
Federal Enterprises, Inc., 8700 S. State St., Chicago
Kansas Police Supply Co., P.O. Box 997, Wichita, Kas.
2324—SCREEN PAINTS
Andrew Brown Paint Co., Los Angeles, Calif
Ballantyne Co., 1707 Davenport St., Omaha, Neb.
Drive-In Theatre Mfg. Co., 729 Baltimore, Kansas
City Mo.
National Theatre Screen Refinishing Co., 129 Zenner
St., Buffalo, N. Y.
Pittsburgh Plate Glass Co., 632 Duquesne Way Pittsburgh
22. Pa.
fqy'one Screen Co., 165 Clermont Ave., Brooklyn,
TRAINS, MINIATURE—See 2312
Spalz Paint Industries,
Louis 10, Mo.
Inc., 5237 Manchester St
10, Calif.
Stephenson Air Brush Paint Co.,
Oakland 190 MacArthur Blvd
^9^1 S^tr'^^ ^"PP'y
York 19, N. Y.
"^"P- 2 W. 52nd, New
2325-SCREEN TOWER FACING
Drive-In Theatre Mfg. Co., 729 Baltimore, K. C, Mo.
Ballantyne Co., 1707 Davenport St., Omaha Neb
lohns-Manville Corp., 22 E. 40th NYC
The Kawneer Co., 1105 N. Front,' Niies, Mich.
Keasby & Matlison, Ambler Pa
Masonite Co., Ill W. Washington, Chicago, 111.
2326—SCREEN TOWERS—CUSTOM-BUILT
Ballantyne Co., 1707 Davenport St., Omaha Neb
Drive-ln Thea. Mfg. Co., 729 Baltimore, K. C. Mo
Ueo. L. Mesker Steel Corp., 400 N.W. First St Evansville
,
8, Ind.
Sonken-Galamba Corp., Riverview at 2nd St
sas Kan-
City 18, Kas.
Timber Structures, 3400 N. W. Yeon, Portland, Ore. Poblocki & Sons Co .
kee 7. Wis.
2327-SCHEEN TOWERS, PREFABRICATED Walky Service Co., 401
Ballantyne Co., 1707 Davenport, Omaha, Neb.
Drive-In Thea re Mfg. Co., 729 Baltimore, K. C, Mo
Evansviiu't'lnd:''' ^°^- '°° ''•^- """'' ^t-.
,'''?,'^"="-
'"mH„''°'^'."°l?'^ HIdg., St. Paul, Minn.
'"=• 2562 1st Nafl Bank
Titos''* cf"""'"- ^°A.Si *""«•• >" Michigan,
Timber
Toledo
Structures, 3400 N.W. Yeon, Portland, Ore.
Ballantyne Co., 1707 Davenport, Omaha, Neb.
Century Projector Corp., 729 7th Ave., N.Y.C.
DeVry Corp., 1111 Armitage Ave., Chicago, 111.
Diecast Aluminum Speakers, Inc., 2027 S. Second
St., St. Louis, Mo.
Drive-In Theatre Equipment Co., 21 10 Superior,
Drive-In Theatre Mfg. Co., 729 Baltimore, K. C, Mo.
General Electric Co., Electronic Dept., Syracuse,
N. Y.
International Projector Corp., 55 LaFrance Ave..
Bloomfield, N. I.
Motiograph, Inc., 4431 W. Lake, Chicago, 111.
Oxford Electric Corp., 3911 S. Michigan Ave., Chicago
15, III.
RCA Theatre Equip. Sales, RCA Victor Div., Camden,
N. 1.
SOS. Cinema Supply Corp., 602 W. S2nd, N.Y.C.
Theatrecraft Mfg. Corp., 1878 E. 18th. Cleveland, O.
Theatre Equip. Co. of America, 109 Michigan, Toledo
2329—SPEAKER CORDS
Ballantyne Co., 1707 Davenport, Omaha, Neb.
Century Proj. Corp., 729 7th Ave., N.Y.C.
Diecast Aluminum Speakers, Inc., 2027 S. 2nd St.,
St. Louis, Mo.
Drive-In Theatre Equip. Co., Inc., 2110 Superior.
Drive-In Theatre Mfg. Co., 729 Baltimore Ave., Kansas
City 6, Mo.
Extruders, Inc.. 8509 Figuera, Culver City, Calif.
Koiled Korde, Inc., 1565 Dixwell Ave., Hamden 14,
Conn.
Motiograph, Inc., 4431 W. Lake, Chicago, 111.
Radio Corp. of America, Camden 3, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52, N.Y.C.
Bemis Bros. Bag Co., Ill N. 4th St., Box 44, St.
Natural Bridge,
St. Louis, Mo.
Century Projector Corp., 729 7th Ave., New York
19, N. Y.
Drive-In Theatre Mfg. Co., 729 Baltimore, K. C. Mo.
National Heaters, Inc., 1624 Victory Blvd., Glendah
1, Calif.
2331—SPEAKER POSTS
Ballantyne Co., 1707 Davenport, Omaha, Neb.
Drive-In Theatre Mfg. Co., 729 Baltimore, K. C, Mo.
Motiograph, Inc., 4431 W. Lake, Chicago, 111.
Sonken-Galamba Corp., Riverview at 2nd, Kansas
j
Valley Steel Prod. Co., 124 Sidney, St. Louis, Mo.
2332—SPEAKER RECONING SERVICE
Ballantyne Co., 1707 Davenport, Omaha, Neb
DIT-MCO, Inc., 729 Baltimore, Kansas City 6, Mo.
Western Electronics Co., 6220 Washington Ave.,
Houston 7, Tex.
2333—SMALL TRACTORS
Beaver Tractor Co., 1495 Stratford, Stratford, Conn,
Brady Tractor & Imp., Solon, Ohio
Gravely Motor Plow S Cult.. Dunbar, W. Va.
Red E Tractor Co., Richfield, Wis.
Toro Mfg. Corp., 3042 Snelling Ave., Minneapolis 6.
Minn.
2334—UNDERGROUND CABLES
Ballantyne Co., 1707 Davenport, Omaha, Neb.
Drive-In Theatre Equipment Co., Inc., 2110 Superior
Ave., Cleveland 14, Ohio
Drive-In Theatre Mfg. Co., 729 Baltimore Ave., Kansas
City 6, Mo.
Fibre Conduit Co., Orangeburg, N. Y.
General Electric Co., Schenectady, N. Y.
Motiograph, Inc., 4431 W. Lake, Chicago, 111.
Simplex Wire & Cable Co., 79 Sidney, Cambridge.
Mass. ,
Western Insulated Wire Co., 2425 E. 30th. Los Angeles
58, Calif,
Whitney-B'.ake Co., Hamden, Conn,
2335-VENDING CARTS—See also 400
Acorn Sheet Metal, 625 W. Jackson, Chicago, 111.
Atlas Body Corp., 4150 E. Thompson, Phila., Pa.
Drive-In Theatre Mfg. Co., 729 Baltimore, K. C, Mo.
Lucky Dog Novelty Carts, 1304 St. Charles Are.,
New Orleans, La.
Nahdgee, Inc., 6472 W. North Ave., Chicago 35, 111.
2159 S. Kinnickinnic, Milwau-
Schweiter Bldg., Wichita, Kas.
233B—WEED KILLERS
American Chemical Paint Co., Ambler, Pa.
California Spray-Chemical Corp., Lucas and Ortho
Way, Richmond, Calif.
C. B, Dolge Co., Westporl, Conn.
Dow Chemical Co., Midland, Mich.
Welch Equip., Inc., 224 S, Michigan, Chicago, 111.
Sherwin-Williams Co., Cleveland. Ohio
D. B. Smith & Co., 414 Main St , Utica, N. Y.
k'
112 WHEN WRITING MANUFACTURERS OR THEIR DISTRIBUTORS PLEASE MENTION

1719
Material and Equipment by TRADE NAMES
AN ALPHABETICAL DIRECTORY OF COMMODITIES POPULARLY REFERRED TO AS "ADVERTISED BRANDS"
ACE-HEEVES lilm splicers: Reeves Instrument Corp..
215 E. 91st St., New York 28, N. Y.
ACOUSTICON hearing aid:
Dictograph Products, Inc.,
95-25 149th St., Jamaica, New York.
AGITAIH air diffusers, filters and exhausters: Air
Devices, Inc., 17 E. 42nd St., New York 17, N. Y.
AIR-CHAMP theatre air washers: Alton Manufacturing
Co., 1112 Ross Ave., Dallas 2. Texas.
AIBFLO tHeatro chmis: Heywood-Wakefield Theatre
Seating Div., 666 Lake Shore Drive, Chicago 11, 111.
AIR-RITE air Washers, coolers and blowers: National
Engineering & Mfg. Co., 519 Wyandotte St., Kansas
City 8, Mo.
AIRTEMP air conditioning equipment; Chrysler Corp.,
Airlemo Div., 1119 Leo St., Dayton, Ohio.
ALUMINEX poster cases, aluminum door hardware,
drive-in theatre guide lights: Theatre Specialties,
Inc., Los Angeles 7, Calif.
AMEHIFLEX wooden link mcrtting': American Mat
Corp.. 2018 Adams St., Toledo 2, Ohio.
AMERITRED plastic Iriction matting: American Mat
Corp Adams St., Toledo 2, Ohio.
,
ANEMOTHERM air meter: Anemostat Corp. of America.
10 E. 39th St., New York 15, N. Y.
AHC-MASTER projection arc lamps: The Ballantyne
Company, 1707 Davenport St., Omaha 2, Neb.
ARCTIC BLANCH outdoor screen paint: Motioned Theatre
Screen Refinishing Co., 129 Zenner St., Buffalo
II, N. Y.
.ARISTOLITE luminaires: The Edwin F. Guth Co.,
2615 Washington Ave., St. Louis 3, Mo.
AUDIO-CHROI& theatre screens: Vocallte Screen
Corporation, 19 Debevoise Ave., Roosevelt, N. Y.
AtJDIO-LITE theatre screens: Vocallte Screen Corporation,
19 Debevoise Ave., Roosevelt. N. Y.
AUSTRAT dimmer switch: Ward Leonard Electric Co.,
31 South St., Mt. Vernon, N. Y.
AUTODHAPE curtain controls: Automatic Devices
Co., 1035 Linden St., Allentown, Pa.
AHTOFHOST fire detectors; AutoFYHstop Co., 2035
Washington Ave., Philadelphia 46, Pa.
AUTOMATICKET ticket chopper; General Register
Corp.. 36-30 33rd St., Long Island City 1, N. Y.
AUTO-VOICE in-car speakers: Drive-In Theatre
Equipment Co., 2II0 Superior, Cleveland II, Ohio.
BELFONE intercommunicating equipment: Bell Sound
Systems, Inc., 555 Morion Rd., Columbus 7, Ohio.
BESTEEL curtain tracks; Automatic Devices Co.,
1035 Linden St., Allentovm, Pa.
BEVELITE plastic marquee letters; Theatre Specialties,
Inc., 1615 Cordova St., Los Angeles 7, Calif.
BIT-O-HONEY candy boT: Universal Match Corp.,
Schutter Candy Div., 1501 Locust, St. Louis 3, Mo.
BODITORM theatre chairs: American Seating Company,
9th & Broadway, Grand Rapids 2, Mich.
BOLTATLEX all-plastic upholstery fabric: Bolta Product
s Sales, Inc., 151 Canal St., Lawrence, Mass.
BRENBXRT projection-equipment: Theatre Equipment
Department, Radio Corp. of America, Camden, N. T.
BUCK PRIVATE candy bar; Henry Heide, Inc., 313
Hudson St., New York 13, N. Y.
CAU AGAIN candy: Gold Medal Candy Co., 2857
W. 8th St., Brooklyn 24, N. Y.
CAR-NA-VAH floor, carpet and upholstery cleaning
Machines and cleaners: Continental Car-Na-Vor
Corp., Brazil, Ind.
CARRARA structural glass: Pittsburgh Plate Glass
Company, Grant Bldg. , Pittsburgh 19, Pa.
"C&C" six-phase rectifiers: McColpin-Christie Corp.,
Ltd., 4922 S. Figueroa St., Los Angeles 37, Calif.
CETRON rectifier tubes; Continental Electric Co., 715
Hcrmilton St., Geneva, 111.
CHBOMOLTTE theatre screens: Vocalite Screen Corporation,
19 Debevoise Ave., Roosevelt, N. Y.
CHROMOLOID screen resurfacing coatings; Vocallte
Screen Corp., 19 Debevoise Ave., Roosevelt, N. Y.
CHUCKLES jelly candy; Fred W. Amend Co., 8 S.
Michigan Ave., Chicago 3, III.
CINEMAPHONE sound equipment; SOS. Cinema
Supply Corp., 449 W. 42nd St.
CINEPHOR condensers and projection lenses; Bausch
& Lomb Optical Co., 635 St. Paul St., Rochester
2, N, Y.
CIRCLARC fluorescent lamps: WesUnghouse Electric
Corporolion, Lamp Division, Bloomfield, N. I.
CIRCLE MUTTS candy: Henry Heide, Inc., 313 Hudson
St.. New York 13, N. Y.
COHYDE plastic and rubber coaled sheeting material:
Colon Corp., 345 Oliver St., Newark 5. N. J.
COLUMBIA PITTCIDE cleaning compound!: Pittsburgh
Plate Glass Co., Grant Bld^., Pittsburgh
19, Pa,
COLORINE lamp coloring: Rosco Laborolories, 367
Hudson Ave., Brooklyn 1, N. Y.
COLOVOLT fluorescent lamps ond fixtures; General
Luminescent Corp., 732 S. Federal St., Chicago 5,
COMET model theatre choirs: Irwin Seating Company,
Grand Rapids, Mich.
CONGOWALL enamel surface wall covering: Congoleum-Naim,
Inc., 195 Belgrove Dr., Kearny. N. J.
COPROL cocoonut oil poiDcom seasoning: Wesson
Oil and Snowdrift Soles Co., Now Orleans, La.
CORKOUSTIC cork acoustical materials: Armstrong
Cork Company, Lancaster, Pa.
COUNTRY CLUB rubber matting: American Mat
Corp., 2018 Adams St., Toledo 2, Ohio.
CTR sound systems: Elec-Tech, 520 Elm St.. Cincinnati
2, Ohio.
CUSHIONTONE fibreboard acoustical materials:
Armstrong Cork Company, Lancaster, Pa.
DIAMOND LICORICE DROPS: Hendy Heide. Inc., 313
Hudson St., New York 13, N, Y.
DOREX air purification equipment: W. B. Connor
Eng. Corp., 114 E. 32nd St., New York 16, N. Y.
DOR-ODORIZERS: The Kneisley Electric Co., 333 W.
Woodruff Ave., Toledo 3, Ohio.
DRANO drain opener: The Drackett Products Co., 5020
Spring Grove, Cincinnati 32. Ohio.
DUAL emergency lighting units; Carpenter Mfg. Co.,
174 Carpenter-Light Bldg., Boston, Mass.
DUPLATE safety glass for ticket offices: Pittsburgh
Plate Glass Co., Grant Bldg., Pittsburgh 19, Pa.
DURAN plastic upholstery: Moslond Duraleother
Company, 3234-90 Amber St., Philadelphia 34. Pa.
ELECTRO HYGIENE vacuum cleaners: P. A. Geier
Co., 540 E. I05th St., Cleveland 8, Ohio.
ENCORE theatre chairs: Heywood-Wakefield, Theatre
Seating Div., 666 Lake Shore Dr.. Chicago II.
EVERFROST soft drink dispensers, soda fountains
and ice cream cabinets: Anderson & Wagner. Inc.,
8701 S. Mettler St., Los Angeles 3, Calif.
EXIDUST industrial vacuum cleaners: Allen Biltayre
Company, 491 Fayette Ave., Mamaroneck, N. T.
EYEMO 16mm cameras: Bell & Howell Co., 7100 Mc-
Cormick Rd., Chicago 45, 111.
EZY-RUG rubber link matting: American Mat Corp.,
2018 Adams St., Toledo 2, Ohio.
FABRIUTE vinyl plastic-coated upholstery fabric:
E. I. du Pont de Nemours & Co., Inc., Fabrics
Div., Empire State Bldg., New York 1. N. Y.
FENESTEEL curtain tracks: Automatic Devices Co.,
1035 Linden St., Allentovm, Pa.
FERA-FLEX floor coverings: American Abrasive Metals
Company, 460 Coit St., Irvington U, N. J.
FEHALUN stair treads, door thresholds and floor
plates: American Abrasive Metals Company. 460
Coit St., Irvington II, N. J.
FIBERGLAS fabrics: Owens-Coming Fiberglas Corporation,
Dept. 996, Toledo 1, Ohio.
FILMOSOUND 16mm projectors: Bell & Howell Co.,
7100 McCormick Rd., Chicago 45, III.
FILMHITE film cleaner: Rosco Laboratories, 367 Hudson
_Ave,, Brooklyn I, N. Y.
FIRE TENDER stokers and oil burners; Holcomb S
Hoke Co., 1545 Van Buren St., Indianapolis, Ind.
FLEXACHROME floor tile: The Tile-Tex Co., Inc.,
1232 McKinley Ave,, Chicago Heights, III.
FLEXirONE intercom, equipment: Operadio Mfg. Co.,
St Charles, III.
FLEXI-FLOR flooring, stair treads and cove base;
RCA, Rubber Co., 1833 E. Market St., Akron, Ohio.
FLEXORINE film preservative: Rosco Laboratories,
367 Hudson Ave., Brooklyn I, N. Y.
FLOORLIFE floor cleaner; L. Sonnebom Sons. Inc.,
88 Lexington Ave., New York 16, N. Y.
FLOOR SHINE floor cleaner; Walter G Legge Co.,
'Inc., 11 W. 42nd St., New York 18, N. Y.
FLOH-EVER floor covering: Delaware Floor Products,
Inc., 295 Fifth Ave., ^Jew York 19, N. Y.
FOAMEX cushioning: Firestone Industrial Products,
Akron 17, Ohio.
GLAMOHENE carpet cleaner: lercloydon. Inc., 1300
Ocean Drive, Miami Beach, Fla.
OLO-CRATT block light: Swltzer Brothers. Inc.. 1220
Huron Rd . Cleveland 15, Ohio.
COLD CUP fountain syrup: The Beverage Co. of
America, Inc , 10 Hudson Place. Hoboken, N. I
GRC cash control systems: General Register Corporation.
36-30 33rd St., Long Island City 1, N. Y
GRO-CORD matting: American Mat Corp., 2018 Adams
Si . Toledo 2, Ohio.
GULISTAM carpels; A. & M. Karagheuslan, Inc.. 295
fifth Ave., New York 16, N. Y.
GUMOFF chewing gum remover and spot cleaner
Rosco Lab's, 367 Hudson Ave., Brooklyn 1. N. Y.
GUTHLITE fluorescent and Incandescent lighting
equipment; Edwin F. Guth Co., 2615 Washington.
St. Louis 3, Mo,
H
HALTS-RUST corrosion preventives; Steelcote MIg
Co,, 3418 Gratiot St., St. Louis 3, Mo.
HERCULTTE heat-tempered glass and door frame assemblies:
Pittsburgh Plate Glass Co., Grant Bldg .
Pittsburgh 19, Pa.
HI-FLOOD floodlights: Radiant Lamp Corp., 300 Jellilf
Ave., Newark 8, N. Y.
HORTON variable-speed fan pulley drives: Notional
Engineering & Mfg. Co., 519 Wyandotte St., Kansas
City 6, Mo. „ ., . .
HY-CANDESCENT projection are lamps: I. E. McAuIey
Mfg, Co.. 522 W. Adams St., Chicago, III.
HYSTEHSET dimmer: Ward Leonard Electric Co.. 31
South St., Mt. Vernon, N. Y.
IMPERIAL theatre chairs: I. E. Robin, Inc., 330 West
42nd St., New York 18, N. Y.
INTEGRALOCXS lock sets, door closers, panic bolts,
push and pull bars, door pulls, door holders:
Sargent & Co., 45 Water St., New Haven 9, Conn.
INTERNATIONAL theatre chairs; International Seat
Corp., W. Pearl St., Union City, Ind.
JOLLY TIME popcorn: American Pop Com Co., Sioux
City, Iowa,
JUIUBES gum confections: Henry Heide, Inc., 313
Hudson St., New York 13, N. Y.
lUIYFRUrrS candy: Henry Heide, Inc., 313 Hudson
St., New York 13, N. Y.
E
KETCH-ALL urinal and sand urn screens: Umstead
Mfg. Company, 17302 Orleans Ave., Detroit 3, Mich.
KILNOISE acoustical plaster, Kelley Island Lime &
Transport Co., Leader Bldg., Cleveland, Ohio.
KLEER-VU doors and entrances: Reliance Art Metal
Co., 601 W. McKltken Ave., Cincinnati 14, Ohio.
KNI-TRON rectifiers: The Kneisley Electric Co.. 333
West Woodruff Ave., Toledo 3, Ohio.
KNO-DRATT adjustable air diffuser: W. B. Connor
Engineering Corporation, 114 East 32nd St.. New
York 16, N. T. „ , o
KOOLEB-AIHE theatre air conditioning: United Slotes
Air Conditioning Corporation, 33rd & Como Ave.,
S, E, Minneapolis 14, Minn.
KOYLON FOAM cushioning material: U. S Rubber
Co., 407 N. Main St., Mishawaka. Ind,
LECO floor polishers: Walter G. Leoge Co., Inc., II
West 42nd St., New York 18, N. Y.
LEXIDE artificial leather base; U. S. Rubber Co..
1230 Avenue of the Americas, New York 20, N. Y.
LIGHTMASTEH arc lamps and rectifiers; The Bollontvne
Co,, 1707 Dcrvenport St,, Omaha 2, Nebr.
LINE-O-FLO air diffusers: Barber-Colman Co.. Rockford.
III.
LINOGLOS floor wax: Armstrong Cork Company.
Lancaster. Pa.
LINOTILE linoleum-like tile floor coverings: Armstrong
Cork Company, Lancaster, Pa.
LINOLITE lighting equipment: The Frink Corp., W-OI
Bridge Plaza North, Long Island City 1, N. Y.
IN WRITING MANUFACTTTREBS, PLEASE MENTION THE MODERN THEATRE SECTION OF BOXOFFICE 113

Miahavroka,
1035
Cleveland
64
1525
Now
Akron.
1833
TRADE NAME INDEX
LZNOWALL Unoleum-like wall coverings: Armstrong
Cork Company, Lancaster, Pa.
LITTLE INFERNO car heaier unit: Theatrecraft Mfg.
Corp., 1878 E. 18th St.. Cleveland. Ohio
LOKWEAVE carpets. Bigelow-Saniord Carpet Co.,
Inc., MO Madison Ave.. New York 16, N. Y.
LUMITE woven plastic labrics: Chicopee Manufacturing
Corp., Lumiie Division, 47 Worth St., New
York 13. 1^. Y.
LUMI-TONE fluorescent and phosphorescent paints:
General Luminescent Corp., 732 S. Federal St.,
Chicago 5, III.
M
MACOUSTIC acoustical material: National Gypsum
Co.. 325 Delaware, Buffalo 2, N. Y.
MAGNARC projection arc lamps: I. E. McAuley MIg.
Co., 552 W. Adams St., Chicago, 111.
MABUTE furniture polish, wallboards, marble patterns,
wood reproductions, interior lacing materials:
Marsh Wall Products, Inc., Dover, Ohio.
MABTEX floor coverings; American Abrasive Metals
Company, 460 Coit St., Irvington 11. N. I.
MASONITE pressed wood panels; The Masonite
Corp., Ill W Washington. Chicago. 111.
METRO-LITE high intensity spotlights, Genarco, Inc.,
36-56 34lh St., Long Island City, N. Y.
MINUTEMAN emergency lighting units: Carpentier
MIg. Co. 174 Carpenter-Light Bldg., Boston, Mass.
MIHHOPHONIC sound systems: Motiograph, Inc., 4431
W Loke St., Chicago 24, 111.
MOBILTONE in-car speoker: Theatrecraft Mfg. Corp.,
1878 E. 18th St., Cleveland 14, Ohio.
MOGUL, Strong, projection arc lamp; The Strong
Electric Corp., 87 City Part Ave.. Toledo 2, Ohio.
MON-ARC reflector arc lamps: Morelite Co., Inc., 600
Wesi 57th St N«w York 19, N Y
MURALUX lEWEL-TONE TILE colored aluminum tile:
Guild Products, 211 W. Market St., Sandusky, Ohio.
MUHA-TEX osbeslos-plastic wall tile; The Tile-Tex
Co., Inc., 1232 McKlinley Ave., Chicago Heights, 111.
N
NAUGAHYDE plastic upholstery; United States Rubber
Co.. Coated Fabrics Div., Mishawaka Ind
NEO-CORD malting: American Mat Corp., 2018 Adams
St., Toledo 2, Ohio.
NU-SCREEN concave-convex Flberglas Iheatre
screens: Nu-Screen Corporation, 1501 Broadway
New York 18, N Y
NU-WOOD insulating board: Wood Conversion Co.,
Notional Bank Bldg., St. Paul, Minn.
OASIS electric water coolers: The Ebco Mfg. Co
401 West Town St., Columbus 6, Ohio.
OLD NICE candy bar: Universal Match Corp..
Schutter Candy Division, 1501 Locust St St
Louis 3, Mo.
OPALINE lamp coloring: Hosco Laboratories, 367
Hudson Avenue, Brooklyn 1, N. Y.
OBOTIP projector carbons: National Carbon Company,
Inc., 30 E. 42nd St., New York 17, N. Y.
Ko;E'J^'^ P"P"' "^P'- Dixie Cup Co., Easton, Pa.
PASTILLES licorice candy: Henry Helde, Inc., 313
Hudson St., New York 13, N. Y.
PATCH-ASEAT leatherette repair; General Chair
C?,; 1308-22 Elslon Ave., Chicago 22, 111.
PEAHLEX projector carbons: National Carbon Company
Inc., 30 E. 42nd St., New York 17, N Y
PEERLESS projection arc lamps: J. E. McAuley Mlo
Co. 552 W Adams St., Chicago, III.
POIALEX concrete and plaster aggregate: Alaxlte
Engineering. Colorado Springs, Colo.
projection
^^Jl'JS^^ screens: The Radiant MIg. Co.,
ZB,.7 Roo-evell Rood. Chicago 8 111
PEHMAFLECTOB lighting: Pittsburgh Reneolor
Oliver Co
Bldg., Pittsburgh 22, Pa.
PERMA-LITE theatre screens: Vocallte Screen Corp.,
19 Dnbevolse Ave., Roosevelt NY
fS.'i^"^ *"" '"« A-f-O Ci., Londsdale, Pa.
•^^.vl'T?
alunilnum paint: Aluminum Industries, Inc.,
2438 Reekmon St.. Clnclnnall 25, Ohio.
PITTCIDE germicides: Pittsburgh Plale Glass
Grant Co
Bldg., Pittsburgh 19. Pa.
nTTCO store fronts: Pllisburgh Plate Glass Co.
Pittsburgh 19, Pa.
PLASTILE plastic floor tile: U. S. Stoneware Comprmv
Akron. Ohio.
PL^STOVm plastic upholstery: Columbus Coated
Fabrics Corp., 1280 N. Grant Ave., Columbus 16
Ohio
PLEXIGLA3 acrylic plastic: Rohm ond Haa» Company
W-iqhlnoton Square. Philadelphia 5. Pa
POLAR PETE snow cone vending machine: Multiple
Products Corp., 3612 C«dar Springs, Dallas 4, Tex
POPCORN SEZ popcorn equipment: Auto-Vend, Inc.,
3612 Cedar Springs. Dollas 4. Texas.
POWERSTAT dimmers: The Superior Electric Co., 83
Laurel St., Bristol. Conn.
Kroehler Mfg. Co., Naperville.
Ill
PUSH-BACK theatre choirs;
PYROXILIN coated leather; Manko Fabrics Co., Inc.,
29 W. 26th St., New York 10, N. Y.
QUICK AIR FIREGUARD portable fire extinguishers:
The General Detroit Corp., 2272 E. Jefferson, Detroit
7, Mich.
RADIANT theatre screens: Radiant Mfg. Corp., 2627
W Roosevelt Rd., Chicago 8, 111.
RAMCO lobby doors & hardware, poster cases,
arilles. standee posts, metal railing: Reliance Art
Meial Co., 601 W. McMicken Ave., Cincinnati 14,
Ohio
RED CROSS cough drops: Universal Match Corp.,
Schutter Candy Div., 1501 Locust. St. Louis 3, Mo.
REELITE extension reels: Appleton Electric Company,
I701.59 Wellington Ave., Chicago 12, 111.
REMOVA-PANEL frames: Adler Silhouette Letter Co..
3021 West 36th St., Chicago 32, III.
RESTFOAM cushioning material: Hewitt Rubber of
Buffalo 740 Kensington Ave., Buffalo 5 N Y.
REX AIRATE fons; Air Controls, Inc., 2310 Superior
Ave
. 14, Ohio.
REYAM plastic linish coatings: Reyom Plastic Prodnrtc
Co
. E. 53rd St., Chicaoo, 111.
RIPPLE-AIR air conditioning units: McQuay, Inc., 1600
Broadway N. E., Minneopolis 13, Minn.
BOLLCOLOH lighting controller: The Color Lighting
Corp 17 East 49th St., New York 17, N. Y.
ROYALENE plastic sheeting, upholstery material: U.
S Rubber Co., Coated Fabrics Div., 407 N. Main
St
,
Ind.
ROYAL SOUNDMASTER sound systems: The Ballantyne
Co., 1701-11 Davenport St., Omaha 2, Neb.
SAFCO floor polishers; Walter G. Legae Co., Inc.,
II Wosi 42nd St., New York 18, N. Y.
SAFEGUARD safety devices: The General Detroit
Corp. 2272 E. efflerson. Detroit 7, Mich.
SANITAS wall covering: Interchemical Corp., Standard
Coated Products, 350 Filth Ave., New York 1.
SANYMETAL partitions and doors; The Sanymetal
Products Co., 1705 Urbana Rd., Cleveland. Ohio.
SEALTITE film storage cabinets: Neumade Products
Cor 427 West 42nd St., New York 18, N. Y.
SEALUXE poster cases: door hardware; crowd control
equipment; Universal Corp., 6710 Denton Drive,
Dallas 9 Texas.
SILENT STEEL curtain tracks: Automatic Devices
Co
, Linden St., Allentown, Pa.
SILVERLITE screen resurlacing coatings; Vocallte
Screen Corp., 19 Debevoise Ave., Roosevelt, N. Y.
SILVER SERVICE curtain controls; Automatic Devices
Co.. 1035 Linden St., Allentown, Pa.
SIMPLEX HIGH projection arc lamp; National Theatre
Supply, Div. of Nalional-Simplex-Bludworth, Inc.,
92 Gold St.. New York 7, N. Y.
SLIDE-BACK theatre chairs; Ideal Seating Company,
Grand Rapids, Mich.
SNAPLJTE prelection lenses; Kollmoroen Optical
Corp., 2 Franklin Ave., Brooklyn, N. Y.
SOFTONE acoustical tile ond plaster; American
Acoustics, Inc., 120 S. LoSalle St.. Chicago 3, 111.
SOUNDMASTEB sound systems, proiectors, etc.: Ballonlyne
Co., 1707 Davenport St.. Omaha ,2 Neb.
SPIRCO floor polishers; Walter G. Legae Co., Inc.,
11 We^t 42nd St., New York 18, N. Y.
STABILARC motor-generator sets; Automatic Deviros
Co., 1035 Linden St., Allentown, Pa.
STABILINE voltage rogulotors; The Superior Eleeh-ic
Co. 83 Laurel St., Bristol, Conn.
STAND-EZE SOFTAIRE rubber mats; Colonial Rubber
Compony, Ravenna, Ohio.
STAND-STTEL control stands; Automatic Devices Co.,
1035 Linden St., Allentown, Pa.
STEAMBO hot dog steamer and bun warmer; Star
MIg Co R300 St. Louis Ave., St. Louis 20, Mo.
STEDYPOWER motor generators: The Imperial Electric
Co
. Ira St . Ohio.
STONHARD floor repair materials: Stonhard Co., 1306
Spring Garden, Philadelphia, Pa.
STRAN-STEEL structural units lor quonset theatres:
Great Lakes Steel Co., Stran-Steel Div., Penobscot
Blda Detroit. Mich
SUNinr rnllector ore lamps: Morelite Co., Inc., 600
W»q| 57ih St
,
York 19. N. Y.
SHPF.R CINEPHOR prolectlon lenRes; Bausch S, Lomb
Ontlrnl Co.. 635 St. Paul St., Rochester 2, N. Y.
^^^J'if'-*'^ upholstery cleaner: Rosco Laboratories,
367 Hudson Ave., Brooklyn I, N. Y.
SUPERLITE projection lenses: Projection Optics, 330
Lyell Ave., Rochester 6, N. Y.
SUPER-LITE theatre screens: Vocallte Screen Corporation
19 Debevoise Ave., Roosevelt, N. Y.
SUPER SNAPLITE proiection lenses: Kollmorgen Optical
Corporation. 2 Franklin Ave., Brooklyn 11, N. Y.
SUPER-WITE theatre screens: Vocallte Screen Corp.,
19 Debevoise Ave., Roosevelt, N. Y.
SUPREX projector carbons; National Carbon Company.
Inc., 30 E. 42nd St.. New York 17. N. Y.
SUPREX theotre screens; Vocallte Screen Corporation.
19 Debevoise Ave., Roosevelt, N. Y,
SWIVELITE display lighting accessories; Amplex
Corp.. 728 Atlantic Ave., Brooklyn 17, N. Y.
SYNCRO-DYNAJ^C projectors: J. E. Robin, Inc., 330
W 42nd St., New York 18, N. Y.
SYNCROFILM sound systems; Weber Machine Corporation,
Rochester 6, N. Y.
TARRYTOWN in-car speakers; J. E. Robin, Inc., 330
West 42nd St., New York 18, N. Y.
TEXINOL lloor cleaners: Woller G. Leggo Co., Inc
11 West 42nd St.. New York IS. N. Y.
TEXTILEATHER (not leather) fabrics & plastic sheeting:
Textileather Corp., Wayne Bldg., Toledo 4,
Ohio
THANKS candy: Gold Medal Candy Co., 2857 West
8ih St., Brooklyn 24, N. Y.
TICOGRAPH admission checker: Theatre Control
Corp., 319 Orleans St., Detroit, Mich.
TIFA insecticidal log applicator, Comb. Equip. DIt.:
Todd Shipyards Corp., 81-16 45th Ave., Elmhurst,
Queens. N. Y.
TOLEX seat upholstery & plastic sheeting: Tszttleother
Corp.. Wayne Bldg., Toledo 4. Ohio.
TORNADO theatre blowers, vacuum cleaners and
floor machines: Breuer Electric MIg. Co., 5100
V. Ravenswood Ave., Chicago 40. 111.
TRAFCO floor polishes; Walter G. Legge Co , Inc
II West 42nd St.. New York 18, N. Y.
TRANSITE osbestos composition panel board; Tohns-
Manville Sales Corp., New York City. N. Y.
TRANSVERTER motor generators and rheostats: The
Hertner Electric Company, 12690 Elmwood Ave..
Cleveland 11. Ohio
TUF-FLEX heat tempered glass; Libby-Owens-Ford
Glass Co.. Toledo. Ohio.
TUF-TRED tire labric matting: American Mat Corp..
2018 Adams St., Toledo 2, Ohio.
u
UNI-FLO air conditioning grilles; Barber-Colman Co.,
Rockford. 111.
usAIRco theatre air conditioning; United States Air
Conditioning Corporation, 33rd & Como Ave., S. E..
Minneapolis 14, Minn.
VELMO upholstery labrics: Goodall Fabrics, Inc.,
525 Madison Ave., New York 22, N. Y.
VELON upholstery: Firestone Industrial Producte,
Akron 17. Ohio.
VITROHM dimmer: Word Leonard Electric Co. 31
South St., Mt. Vernon, N. Y
VITROLITE structural glass: Libby-Owens-Ford Glasi
Co., Toledo, Ohio.
VOICE OF THE THEATRE sound systems: Altec Lansing
Corp.. 250 W. 57ih St., New York 19, N. Y.
VORTEX paper cups: Dixie Cup Co., Easton, Pa.
w
WALKER PM SCREENS: National Theotre Supply,
Div. of Natlonol-Slmplex-Bludworth, Inc., 92 Qold
St., New York 7, N. Y.
WALL-EVEH woll covering; Delowore Floor Poducts,
Inc.. 295 Filth Ave.. New York 19. N Y.
WALL-FLEX rubber wall covering The RCA. Rubber
Co
. East Market St.. Akron 5, Ohio.
WALL-TEX washable wall labrics: Columbus Coated
Fabrics Corp., 1280 North Grant Ave., Columbus
16. Ohio.
WATROUS flush valves and soap dispensers: The
Imperial Brass MIg. Co., 1200 W. Harrison St.,
Chlcoao 7 111.
WEATHEBMAKER3 air
Syracuse I. N. Y.
conditioning: Carrier Corp.,
X Y Z
XOUBITE exterior facing oluminum with baked-on
enamel finish: Kawneer Co., Niles, Mich.
114 IN WRITING MANUFACTURERS, PLEASE MENTION THE MODERN THEATRE SECTION OF BOXOFFICE

w
LOCAL SUPPLY SOURCES
Theatre equipment and supply dealers
IgEOGRAPHIC directory of established equipment & SUPPLY SOURCES IN THE UNITED STATES & CANADA
Key to Symbols
(*) Indicates Theatre Equipment Dealers'
Association (TEDA) members.
(R) Indicates RCA affiliated dealers.
(B) Indicates Ballantyne dealers.
National Theatre Supply branches are so
indicated by name.
All others are unaffiliated.
-NEW ENGLAND-
BOSTON
•Capitol Theatre Supply Co., 28 Piedmont St.
(R)
'Cifre, Joe, Inc., 44 Winchester St.
•Independent Theatre Supply Co., 28 Winchester
(B)
•Massachusetts Theatre Equip. Co., 20 Piedmont
St.
National Theatre Supply, 37 Winchester St.
Standard Theatre Supply Co., 78 Broadway
Theatre Service & Supply Co., 18 Piedmont St.
NEW HAVEN
National Theatre Supply, 122 Meadow St.
'Phillips Theatre Supplies, Inc., 130 Meadow
St.
PROVIDENCE
Rhode Island Theatre Supply, 357 Westminster
St.
-E A S T-
ALBANY
Albany Theatre Supply Co., 1046 Broadway
(B)
Empire Theatre Supply Co., Inc., 867 Broadway.
National Theatre Supply, 962 Broadway.
ASBURY PARK. N. J.
Clark Theatre Supplies, P. O. Box 835.
AUBURN, N. Y.
Auburn Theatre Equipment Co., 5 Court St.
(B)
BALTIMORE
•Dusmon Co., J. F., 12 E. 25th St.
National Theatre Supply, 417 St. Paul Place.
BUFFALO
Becker Theatre Supply Co., Inc., 492 Pearl St.
Eastern Theatre Supply Co., 496 Pearl St.
(R)
National Theatre Supply, 500 Pearl St.
Perkins Theatre Supply Co., 505 Pearl St.
United Projector & Film Corp., 228 Franklin
St.
(R)
NEW YORK
•Amusement Supply Co., Inc., 341 W. 44th St.
•Capitol Motion Picture Supply, 630 9lh Ave.
(R)
Continental Theatre Accessories, Inc., 235
W. 44th St.
Crown Motion Picture Supply Co., 346 W.
44th St.
Empire Theatre Supply Corp., 339 W. 42nd
St.
•Hornstein, Joe, Inc., 630 9th Ave.
National Theatre Supply, 356 W. 44th St.
S. O. S. Cinema Supply Corp., 602 W. 52nd
St.
PHILADELPHIA
•Blumberg Bros., Inc., 1305-7 Vine St. (R)
National Theatre Supply, 1225 Vine St.
SYRACUSE
Central N. Y. Theatre Supply Co., 215 Crowford.
WASHINGTON
•Brient, Elmer H. & Sons, 12 H. St., N. E. (R)
Ben Lust, 1001 New Jersey Ave., N. W.
-MIDEAST-
AKRON, OHIO
•Akron Theatre Supply Co., 936 E. Market.
CHARLESTON, W. VA.
•Charleston Theatre Supply Co., 506 Lee St.
CINCINNATI
Cincinnati Theatre Supply Co., 1634 Central
Parkway.
•Midwest Theatre Supply,
way (B)
1638 Central Park-
National Theatre Supply, 1637 Central Parkway.
CLARKSBURG, W. VA.
Lovett & Co., 333 Pike St. (B)
CLEVELAND
•Cleveland Projector Co., Film Bldg. (B)
National Theatre Supply, 2128 Payne Ave.
•Ohio Theatre Equipment Co., 2108 Payne
Ave.
•Oliver Theatre Supply, Inc., E. 23rd St. and
Payne Ave.
COLUMBUS, OHIO
American Theatre Equipment Co., 165 N.
High St. (B)
Midwest Theatre Supply, 852 W. 3rd Ave.
DAYTON, OHIO
•Dayton Film, Inc., 2227 Hepburn Ave.
Dayton Theatre Supply Co., Ill Volkenord
St.
Sheldon Theatre Supplies, 1415 Andekly Dr.
DETROIT
Amusement Supply Co., 208 W. Montcalm St.
•Forbes Theatre Supply Co., 214 W. Montcalm
(R)
•McArthur Theatre Equip. Co., 454 W. Columbia
St.
National Theatre Supply, 2312 Cass Ave.
United Theatre Camera & Supply Co., 2501
Cass Ave.
FORTY FORT (WUkes-Borre), PA.
Tate Theatre Equipment Co., 1620 Wyoming
Ave.
GRAND RAPIDS, MICH.
•Ringold Theatre Equipment Co., 106 Michigan,
N. W.
LIGONIER, PA.
Alvin Seller, 205 W. Main St.
LOUISVILLE
•Falls City Theatre Equipment Co., 427 S.
Third.
•Hadden Equipment Co., 209 S. Third St. (B)
PITTSBURGH
•Alexander Theatre Supply, 1705 Blvd. of
Allies (R)
•Atlas Theatre Supply, 425 Van Braam St.
National Theatre Supply, 1721 Blvd. of the
Allies.
•Superior Motion Picture Supply, 84 Van
Braam St
ṘOCKY RIVER, OHIO
DeVry Sales & Service, 1545 Rockland Ave.
TOLEDO, OHIO
•American Theatre Supply Co., 439 Door St.
•Theatre Equipment Co., 109 Michigan St.
-CENTRAL-
CHICAGO
*Abbott Theatre Equipment Co., 1311 S. Wabash
Ave.
•Chicago Theatre Supply, 1255 S. Wabash
Ave. (R).
Droll Theatre Supply Co., 925 W. Jackson
Blvd.
Gardner Theatre Equipment Co., 1235 S.
Wabash Ave.
Midwest Theatre & Equip. Co., 1950 W. Belmont
(B).
National Theatre Supply, 1325 S. Wabash
Ave.
Samar Theatre Equipment, 2333 W. Farwell
Ave.
Stanley Theatre Supply Co., 1233 S. Wabash
Ave.
EVANSVILLE, IND.
Evansville Theatre Supply, 1311 Stringlown
Road.
GREEN BAY, WIS.
Gallagher Films, 113 S Washington St.
INDIANAPOLIS
*Ger-Bar, Inc., 442 N Illinois.
•Mid-West Theatre Supply Co., 448 N. Illinois
(R) (B).
National Theatre Supply, 436 N. Illinois St.
MILWAUKEE
Gallagher Films, 639 N. Seventh.
•Manhardt, Vic, Co., Inc., 1705 W. Clybourn
St.
Notional Theatre Supply, 1027 N. 8th St.
•Smith,
Ray Co., The, 710 W. Slate St.
•Theatre Equip. & Supply Co., 1009 N. 7th
St.
(B).
OSCEOLA, WIS.
Star Theatre Supply Co., 36 N. Cascade.
PEORIA, ILL.
Advance Theatre Sound Service, 1511 Starr.
ST. LOUIS
•Joe Hornstein, Inc., 3330 Olive.
•National Theatre Supply, 3212 Olive St.
•St Louis Theatre Supply Co., 3310 Olive St.
(B).
UNION CITY, IND.
Projection Equipment Co. (B).
M I
D W E S T
DES MOINES
*Des Moines Theatre Supply Co., 1121 High
St. (B).
National Theatre Supply, 1102 High St.
FARGO, N. D.
McCarthy Theatre Supply Co., 667 N. Fourth.
KANSAS CITY
•Missouri Theatre Supply Co., 115 W. 18th St.
(R) (B).
National Theatre Supply, 223 W. 18th St.
•Shreve Theatre Supply, Inc., 217 W. 18th St.
•Stebbins Theatre Equipment Co., 1804 Wyandotte.
MINNEAPOLIS
Elliott Theatre Equipment Co., 1110 Nicollet
St.
Foster Theatre Supply Co., 39 Glenwood.
•Frosh Theatre Supply Co., Ill Curie Ave. (R)
•Minneapolis Theatre Supply Co., 75 Glenwood.
National Theatre Supply, 56 Glenwood Ave.
Western Theatre Equip. Exch., 45 Glenwood
Ave.
OMAHA
•Ballantyne Co., 1707-11 Davenport St. (B)
National Theatre Supply Co., 1515 Davenport.
•Quality Theatre Supply Corp., 1515 Davenport.
•Western Theatre Supply Co., 214 N. 15th St.
(R)
SIOUX FALLS, S. D.
•American Theatre Supply Co., 316 S. Main
Ave. (B)
WICHITA, KAS.
Southwest Theatre Equip. Co., II8I/2 W.
Douglas.
W E S T
CLOVIS, N. M
Eastern New Mexico Theatre Supply Co.,
Box 1099.
115

'
'
DENVER
'Graham Bros., Theatre Equipment, 546 Lincoln
St.
National Theatre Supply, 2111 Champa St.
Service Theatre Supply Co., 2054 Broadway
(B)
'Western Service & Supply, 2120 Broadway
(R)
FRESNO
Midstate Theatre Supply, 1906 Thomas.
LOS ANGELES
•Perabrex Theatre Supply Co., 1969 S. Vermont.
(B)
'Filbert, John P. Co., 2007 S. Vermont Ave. (R)
Motion Picture Accessories Co., 1678 W. 17th
PI.
National Theatre Supply, 1961 S. Vermont
Ave.
'Shearer, B. F. & Co., 1964 S. Vermont Ave.
MISSOULA, MONT.
Montana Theatre Supply (B).
PHOENIX, ARE.
'Girard Theatre Supply Co., 532 W. Van
Buren (B).
PORTLAND, ORE.
Portland Moving Picture Machine Co., 916
N.W. 19th.
'Shearer, B. F. Co., 1947 N.W. Kearney.
'Theatre Utilities Service, 1987 N.W. Kearney
(B)
•Western Theatre Equipment, 1923 N.W. Kearney.
SALT LAKE CITY
'Inter-Mountain Supply Co., 264 E. First South
St.
'Service Theatre Supply Co., 256 E. First
South St. (B)
'Western Sound & Equip. Co., 264 E. 1st So.
St. (R)
Western Theatre Equip, Co., 112 S. Second
St. East.
SAN DIEGO
Riddels Theatre Supply, 1543 Fifth Ave.
SAN FRANCISCO
National Theatre Supply, 255 Golden Gate
Ave.
Pacific Coast Theatre Supply, 250 Golden
Gate Ave.
Preddy Theatre Supplies, 187 Golden Gate
Ave.
'Shearer, B. F. Co., 243 Golden Gate Ave.
Skinner Mfg. Co., C. R., 294 Turk St.
•Western Theatrical Co., 337 Golden Gate
Ave. (R)
SEATTLE
American Theatre Supply, 1504 14th Ave. at
Pike (B)
'Modern Theatre Supply, Inc., 2400 Third Ave.
National Theatre Supply, 2319 Second Ave.
'Shearer, B. F. Co., 2318 Second Ave.
Western Theatre Equipment Co., 224 Second
Ave.
SPOKANE
Western Theatre Equip. Co., Inc., West 528
First Ave.
TUCSON, ARE.
Arizona Film Supply Co., 33 W. Congress.
S O U T H E A S T
ALBANY, GA.
'Dixie Theatre Service & Sup. Co., 1014 N.
Slappery Drive (B).
ATLANTA
'Capitol City Supply Co., 161 Walton St., N.W.
National Theatre Supply, 187 Walton St.
N.W.
'Southeastern Theatre Equipment, 203 Luckie
St. (R).
'Wil-Kin Theatre Supply, Inc., 150 Walton St.,
N. W.
BIRMINGHAM
Brady Movie Sei-vice, 10341/2 S. 20th.
'Queen Theatre Service, Inc., 19121/2 Morris
Ave. (B)
'Universal
CALHOUN, KY.
Sound Movie Co.
CHARLOTTE, N. C.
'Bryant Theatre Supply Co., 227 S. Church St.
Charlotte Theatre Supply Co.
Dixie Theatre Supply Co., 324 S. Church.
'National Theatre Supply, 304 S. Church St.
'Southeastern Theatre Equip., 209 S. Poplar
St. (R)
'Standard Theatre Supply Co., 222 S. Church
St.
'Theatre Equipment Co., 220 S. Poplar.
'Wil-Kin Theatre Supply, Inc., 222 S. Church.
CUTHBERT, GA.
Montsore Theatre Service.
FLORENCE, S. C.
Ace Camera Supply, 150 N. Irby.
FORT SMITH, ARK.
Theatre Supply Co., 1021 Grand Ave.
GREENSBORO, N. C.
'Standard Theatre Supply Co., 215 E. Washington.
Theatre Suppliers, Inc., 3101 High Point St.
GREENVILLE, S. C.
Trio Amusement Co., North Main St.
HENDERSON, KY.
Theatre Suppliers, R. R. No. 2.
JACKSONVILLE, FLA.
'Southeastern Theatre Equip., 625 W. Bay St.
(R)
KINGSTON, TENN.
Seal Theatre Equipment Co.
LITTLE ROCK, ARK.
'Perrin Theatre Supply Co., 1008 Main St. (B)
MEMPHIS
'Monarch Theatre Supply Co., 492 S. Second
St. (R)
National Theatre Supply, 412-14 S. Second
St.
'Tri-State Theatre Supply, 320 S. Second St.
MIAMI
'Hornstein, Joe, Inc., 714 N. E. 1st Ave.
MONROE, LA.
Clark Theatre Supply Co., 818 Jackson St.
NEW ORLEANS
'Southeastern Theatre Equipment Co., 214 S.
NORFOLK, VA.
'Norfolk Theatre Supply Co., 2706 CoUey Ave,
ROANOKE, VA.
Perdue Cinema Service, 24-A Church St.,
S.W. (R)
SHREVEPORT, LA.
Boyd Theatre Supply, Box 213, Cedar Grove
Station.
TAMPA
'United Theatre Supply Corp., 110 Franklin
St. (B).
S O U T H WE ST
DALLAS
Associated Industries, 306 S. Pearl St.
Hardin Theatre Supply Co., 714 S. HampI
Rd. (B)
'Herber Bros., 408 S. Harwood St.
'Modern Theatre Equip. Co., 214 S. St. Paul
National Theatre Supply, 300 S. Harwood
'Southwestern Theatre Equip. Co., 2010 Jac
HOUSTON
son (R). 1
'Southwestern Theatre Equip. Co., 622 At
tin St. (R)
NACOGDOCHES, TEX.
Scarborough Theatre Supply.
OKLAHOMA CITY
'Howell, W. R., 12 S. Walker Ave,
National Theatre Supply, 700 W. Grand Av
'Oklahoma Theatre Supply Co., 628 W. Grar
(B)
Liberty (R)
'Hodges Theatre Supply Co., Inc., 1309 Cleveland.
Johnson Theatre Service, 223 S. Liberty (B)
National Theatre Supply, 220 S. Liberty.
-CANADA-
CALGAHY, ALIA.
Booth Film Service, 714-A Eighth Ave., W
Dominion Sound Equip., Ltd., 712 Eighl/
Ave., W.
I
'Sharp's Theatre Supplies, 8 Ave. & 6th St.V
Western Theatre Service, 1217 Second St.
;
EDMONTON, ALTA.
Adamson, M. L., 105 Strand Theatre Bldg.
HALIFAX N. S.
'Dominion Sound Equipments, Ltd., 76 Hollis S
n
MONTREAL, QUE.
'Dominion Sound Equipments, Ltd., (head ol'
fice), 4040 St. Catharine St.
Gaumont-Kalee, 1200 St. Alexander St.
General Theatre Supply Co., 288 St. Cath,
arine St.
•Perkins Electric Co., Ltd., 2027 Bleury St. (B
RCA Victor Co., Ltd., 1001 Lenoir St.
REGINA, SASK.
Dominion Sound Equipments, Ltd., 2300 Dew
deny.
,
Dominion
ST. JOHN, N. B.
Sound Equipments, Ltd., 10 Ger.
main St.
ST. JOHN'S, N. F.
Hutton & Sons Co., 222 Water St.
Motion Picture Supplies, Ltd., 22 Prescott St
TORONTO, ONT.
Coleman Electric Co.,
ISDundcts Squara.
'Dominion Sound Equipments, Ltd., 386 Victoria
St.
'Gaumont-Kalee, Ltd., 591 Yonge St.
'General Theatre Supply Co., 104 Bond St.
Perkins Electric Co., Ltd., 277 Victoria St. (B)
VANCOUVER, B. C.
Domion Sound Equipments, Ltd., 820 Cctmbi*
St.
Dominion Theatre Equip., Ltd., 847 Dovie St
(B)
Empire Agencies, Ltd., 573 Hornby St.
Gaumont-Kalee, Ltd., 1220 Burrard,
General Theatre Supply Co., Ltd., 916 Davie.
LaSalle Recreations, Ltd., 945 Granville St
Theatre Equipment Supply Co., 906 Davie St
(B)
United Electric Co., Ltd., 847 Dovie St.
WINNIPEG,
MAN.
'Dominion Sound Equipments, Ltd., 65 Roria
St.
General Theatre Supply Co., Ltd., 185 Portage.
'Rice, J. M., Co., 202 Canada Bldg. (B).
ORGANIZATIONS DEDICATED TO IMPROVEMENT IN TRADE RELATIONS AND PRODUCT DEVELOPMENT
Ollicers: Oscar F. Neu, Pres., J.
Roy Boomer. Sec'y-Treas.
Theatre Equipment & Supply
Manuiacturers' Association, Inc.
Notional Headquarters:
4626 Melbourne Are.,
Hollywood 27. Colli.
R. Holf, Vic8-Pres.;
SMPTE
Society of Motion Picture and
Television Engineers
National Headquarters:
342 Madison Ave.. New York 17, N. Y.
Officers: Paler Mole, Pres.; Herbert Barnett, Exec.
Vico-Pres.; Fred T. Bowditch, Engineering Vice-
Pres.; Ralph B. Austrian, Financial Vico-Pres.;
Frank E. Cahill jr.. Trees.; Robert M. Corbln,
Secretary; Boyco Nemec, Executive Secretary,
Theatre Equipment Dealers'
Association
National Headquotiers:
310 Leonard St.. SI. Louia. Mo.
Olficera: Ray G. Colvin, Pres.; I. Eldon Peek, Vie*
Pres.
,
fe,
116

'lii
THE MODERN THEATRE INDEX
A complete index and cross-reference to subject material published in The Modem Theatre, issues of December 2, 1950,
to November 3, 1951, inclusive. Page numbers precede dates, which are 1951 unless otherwise stated. Designed as a
guide to editorial content, new products and illustrations, this is a handy reference on all phases ol theatre operation.
ACCIDENT PREVENTION
(So8 Salety. Fire Saloty)
ACOUSTICS
Fiberglas ceiling board, non-combustible,
p56 Feb 3
Practical auditorium planning, design,
pl2 Apr 7
AIR
CONDITIONING
Air Conditioning issue, Mar 3
Air conditioning, heating display,
photos ol, pl4 Mar 3
Air filters lor forced air heating,
p56 Apr 7
„, „ c
Air filters, grilles, louvers, p 24 Oct b
Air Ireshener, deodorant, circulator,
p54 Apr 7; p55 May 5
Air washers, cooling towers, evaporative
condensers, p24 Oct 6
Anemotherm. checking velocities and
temperatures, pl2 Mar 3
Automatic adjusting system, p9 Mar 3
Ceiling air diiluser, p56 Oct 6
Ceiling dilfuser l(}r non-recessed installations,
p48 Dec 2, '50
Check-list lor preserving conditioning
equipment, plO Mar 3
Dilfusers, adjustable, p9 Mar 3
Eleven-ton packaged unit, p54 May 5
Grilles, diffusers, formulas used with,
pl8 Mar 3
Ice cell, as adjunct, p22 Mar 3
Induced droit cooling tower, p53
Mar 3
Measuring air velocity, Mar 3
pl2
Measuring static pressure in ducts,
pl2 3 Mar
NPA regulations regarding, pl6 Oct 6
Outdoor anticipator, electronic sending
element, p22 Mar 3
Providing motor protection, p20 Mar 3
Reciprocating reirigerclion machines,
p59 June 2
Sell-contained unit, p56 Sept 1
Sidewall air conditioning, p9 Mar 3
Square ceiling outlet, p64 June 2
Steps in preserving equipment, plO
Mar 3
System diagram, p20 Mar 3
Year-'round conditioning, pl4 Mar 3
ARCHITECTURAL DRAWINGS
(See Planning)
Dnve-in lencing layouts, p48 Tune 2
Exterior rendering, photos of, pl3
June 2
Floor and grounds plan, pI4 Aug 4;
pl8 July 7
Floor plan lor remodeled house, p21
June 2
Indoor drive-in, rendering ol, p38
Dec 2, '50
Landscaping layout lor drive-in, p47
July 7
Layout lor redesigning old theatre.
pl5 June 2
Layout ol theatre shopping center,
p22 Apr 7
Rendering of drive-in area, p41 Dec
2, '50
Resort theatre lloor diagram, p20
Apr 7
Shopping center blueprint, pl7 Aug 4
Theatre fronts, drawings ol, pl6 Mar
3; p8 Apr 7
ATTRACTION BOARDS
(See Fronts, Marquees)
Achieving better display with, p48
May 5
At the lour-screen drive-in, photos
01, p22 Oct 6
Illustrations of, p48 Ian 6; pplO, II, 20
Feb 3; pis Aug 4; pIO Oct 6
AUDITORIUMS
All-veneer chair, p55 Apr 7
Easel-type wall design, photo ol, pl5
Aug 4
Modernistic decoration ol, pl6 Dec
2, '50
Perlite as use in remodeling, p22
May 5
Photos ol new, p9 Jan 6; ppl9, 21
Apr 7; p24 May 5; ppI7. 18 June
2; pl8 July 7; pl8 Sept 1
Photos of remodeled. p9 Mar 3: pp9,
14 Apr 7; p23 Mar 3; pp9, 14,
27, 46 June 2
Automatic Venders
(See Refreshment Service)
Automatic juice dispenser, p56 Oct 6
Chest- typo ice cream vender, p54
Jan 6
Coffee dispenser for theatres, p54
Jan 6
Concession survey, p37 May 5
Hot drink machines, results of tests
with, p28 Mar 3
Orange juice, milk venders, p20 Dec
'50 2,
Penny gum vender, six flavors, p54
Apr 7
Percentage of coin-operated units now
in use. pll Aug 4
Popcorn vending unit, p55 Feb 3
Sand'Wich vender, for hot dogs, p57
May 5
Ten-cent bar as vending item, p40
Feb 3
BEVERAGES
B
(See Refreshment Service)
Automatic juice dispenser, p56 Oct 6
Bobtail soda fountain, p55 July 7
Chocolate drink for theatres, p56
Sept 1
Coca-Cola vending cart for drive-ins,
p53 Feb 3
Custom-styled pop wagon, p36 July 7
Drink-spilling preventive, p54 Aug 4
Drink tanks for use at concession
stands, p48 Apr 7
Fountain drink dispenser, mixer, p56
Feb 3
Frozen juice dispenser, p55 Oct 6
Hot and cold dispenser, p53 Sept 1
Hot drink venders, success of, p28
Mar 3
Ice Selmix dispenser, counter model,
p54 July 7
Orange juice, milk vending units,
p20 Dec 2, '50; p54 Sept 1; p63
June 2
Portable drink dispenser for driveins,
p58 May 5
Positive displacement syrup pumps,
p55 Oct 6
Pre-mix orange juice dispenser, p55
Sept 1
Rapid sale of, an example, p43 Sept 1
Removing from theatre floors, p21
Aug 4
Self-contained, four-flavor dispenser,
p62 June 2
Selmix dispenser, Servel refrigeration,
p50 May 5
Soft drink with multiple flavor, p57
Mar 3
Three-foot soda fountain, p55 Aug 4
Trends in sales of, plO Aug 4
Two-arm drink dispenser, p53 Apr 7
Two-drink dispenser, seli-contained,
p61 June 2
CANDY
(See Refreshment Service)
Average selling price, as determined
in survey, p27 Jan 6
Authorized confection buyers, p30
Feb 3
Candy-covered chocolates, in nickel
pack, p55 Aug 4
Candy display rack, p46 Dec 2, '50
Candy floss machine, p54 Feb 3
Christmas candy stocking, p57 Oct 6
Confection Vending issue, Aug 4
Designing counter for proper display
of, p9 Aug 4
Diagram for candy case display, plO
Dec 2, '50
Lemon drops packaged for theatres,
p55 May 5
Licorice assortment in colorful package,
p61 June 2
Lollipops incorporate plastic toy
handles, p59 June 2
Mass display, circus poster, add to
confection sales, p32 Mar 3
Merchandising of, p38 Aug 4
Nickel bar, future of, p29 Feb 3
Offering a wide assortment, advantages
of, p26 Apr 7
.« t7 l o
Price demand, sales gains, p43 Feb 3
Refreshment sales percentages, volume
sales, p30 Feb 3
Solving maintenance problems involving,
p21 Aug 4
Sources of supply, p30 Feb 3
Stand management, p30 Feb 3
Supplying customer aemands lor, pl9
Doc 2, '50
Ten-cent bar for automatic vending,
Jan 6,
p40 Fob
Theatre
3
Candy Survey, p26
p30 Feb 3; p25 Apr 7
Theatre pack chocolates, p56 Aug 4
Theatre stocking of items, price
ranges, p30 3
Twenty best selling items, revealed
Feb
in survey, p25 Apr 7
Vend, display pack candy bar, p46
Dec 2. '50
CARBON
(See Projection and Sound)
Carbon saver, photos ol, p33 Dec 2, '50
Continuous carbon burner, p56 May 5
Self-locking container for, p47 Dec
2, '50
CABPETS
(See Floor Coverings)
Care of your carpeting, p26 Dec 2, *50
Checking for looseness, p26 Dec 2, '50
Five steps in selection of, pl2 July 7
Floor Coverings issue, July 7
Maintenance tips for removing popcorn,
candy, p21 Aug 4
New carpet rayons, p9 July 7
Nylon carpeting, p49 Jan 6; p63 June 2
Rug cushions as prolonging carpet
life, p28 Aug 4
Special design to tit resort theatre,
p21 Apr 7
Use of synthetics in construction of,
plO Jan 6
Winterizing theatre floors, p24 Dec
2, '50
CHAIRS
Photos of new models, pl2 May 5
Seating fabrics, choosing of, plO
May 5
CINE CUNIC
Avoiding theatre heart trouble, p44
June 2
Bad projection service, remedies for,
p44 Sept 1
Case of the elusive flicker, p28 May 5
Choosing tools for projection booth,
p37 Apr 7
Film splicing, p39 Mar 3
New-type ham for the stage show, p44
June 2
Show breaks are bad breaks, p42
July 7
CLEANERS
(See Maintenance)
CLEANING
(See Maintenance)
Adaptable vacuum cleaner, wet and
dry pickup, p54 Jan 6
Asphalt tile, preserver, p58 June 2
Avoiding tile trouble spots, p20, 21
July 7
Concession profits outweigh floor
care, p20 Aug 4
Dual function floor maintenance unit,
p57 Feb 3
Floor cleaner, bactericide, p58 June 2
Germicidal product, applied with
dust mop, p55 Aug 4
Getting winter off the floors, pl4
July 7
Heavy-duty vacuum cleaner, portable,
p59 May 5; p55 Feb 3
Housekeeping, as vital as screen feature,
p45 June 2
Lightweight vacuum cleaner, p56
Oct 6
Liquid germicide-deodorizer, p54
Sept 1
Liquid synthetic detergent, p58 Oct 6
New-type combination vacuum, p52
Jan 6
Proper soaps, waxes, for prolonging
floor life, p30 July 7
Removing beverages from theatre
floors, p21 Aug 4
Removing popcorn, candy from carpets,
p21 Aug 4
Rug scrubber, p49 Dec 2, '50
Rug shampooing, rules for, p24 Dec
2, '50; p53 Apr 7
Solving ice cream cleaning problems,
p21 Aug 4
Special tools for vacuuming of walls,
p2S July 7
Upholstery cleaner, foam typ«, p46
Doc 2, '50
Upholstery shampooor, p58 May 5;
p50 Jan 6
COIN MACHINES
(See Refreshment S«nric«)
Coin chan^',*:, aomi-automalic, p53
Fob 3
With penny weighing scale, p53
May 5
CONCESSION VENDING
(See Relresbmant Service)
Authorized candy buyers, p30
Chow cart, pl6 Fob 3
Feb 3
Concession counter, designing of,
p9, Aug 4
Concession operating methods, survey
of, p33 Sept 1
Confection Vending issue, Aug 4
Double-feature concession stand, p35
Aug 4
Drive-in concessions buildings, p45
Mar 3
Hot dog as theatre refreshment item,
p36 Feb 3
Layouts for achitecta drawings of,
p43 May 5
Management of percentage of houseowned
operation, pll Aug 4; p30
Feb 3
Mass display, circus theme, boosting
sales, p32 Mar 3
Nickel candy bar, future of, p29 Feb 3
Operational methods at drive-in concession
bar, pl2 Feb 3
Promoting candy sales with screen
trailers, p39 Aug 4
Refreshment sales percentages, volume
sales, p30 Feb 3
Self-service refreshment counter, p43
June 2
Stand management, p30 Feb 3
Theatre stocking of candy, price
ranges, p30 Feb 3
Transparent ice cream display unit,
p57 Feb 3
CONFECTIONS
(See Refreshment Service)
Adding profits with seasonal specials,
p8 Dec 2, '50
Arrangement of concession equii>ment,
p48 Apr 7
Candy-covered chocolates, in nickel
pack, p55 Aug 4
Candy display rack, p46 Dec 2, '50
Confection Vending issue, Aug 4
Feature sweets in Iowa remodeling,
pl8 Aug 4
Handbook of successful refreshment
merchandising, p9 Dec 2, '50
Merchandising of candy, p38 Aug 4
Refreshment sales percentages, volume
sales, p30 Feb 3
Self-service confection unit, p30 Aug 4
Sources of candy supply, p30 Feb 3
Stocking of candy, price ranges, p30
Feb 3
Theatre pack chocolates, p56 Aug 4
Twenty best-selling candy items, as
revealed in survey, p25 Apr 7
CONSTRUCTION
Applying for NPA MRO quota. pl7
Oct 6
Guide to remodeling under NPA, pl8
June 2
NPA regulations regarding, pl6 May 5
Packaged walk-in theatre, p50 June 2
COSTS
Admissions charges, facts to be considered,
p49 Oct 6
Cost of operating ice cream freezer,
analysis of, p27 Mar 3
Dollar volume of popcorn at various
prices, p33 Oct 6
Pricing candy items, plO Dec 2, '50
Remodeling the "Shooting Gallery,"
cost estimates of, pl4 June 2
Survey of concession investment, p33
Sept 1
CRY ROOMS
Treatments of, p8 Jan 6
CURTAINS
Automatic control of, pl8 Sept 1
Contour curtain fits drum stage, p31
Dec 2, '50
BOXOFFICE
117

''
i
Fire-resistant treatment for, p30 Dec
2, '50
Use ol contour curtains, framing the
picture, plO Sept 1
DECOHATIONS
Decorative mirror, p58 Oct 6
fnterior Decorations issue, Jan 6
Night club decor as screentower
theme, p45 Dec 2, '50
Photo murals as, pll, 49 Jan 6
Remodeling check-list, pl8 Jan 6
Tile-cut mirror sheeting, decorative
finish, p55 Apr 7
Unbreakable, non-glass mirror, p56
Mar 3
Use of floral pieces in, pll Jan 6
DEODORANTS
(See Sanitation)
DESIGN
(See Decorations, Planning)
Design and Construction issue, Apr 7
Indoor drive-in theatre, architects
rendering of, p38 Dec 2, '50
Personalized designs in asphalt tile
flooring, plO, 11 July 7
DRIVE-IN QUESTION CORNER
(See Drive-ins)
Answers to, p47 Jan 3; p22
p49 May 5; p48 Aug 4
Feb 3;
DISINFECTANTS
(See Sanitation)
DISPLAY
Designing marquees for the narrow
front, p40 Aug 4
Dressing the candy case, p9 Dec 2, '50
Exterior theatre displays, maintenance
of, p25 Oct 6
Fireworks
May 5
display for drive-in, p57
Lighting and Display issue, Oct 6
Marquees, attraction boards, at driveins,
p48 May 5
NPA display equipment regulations
pl6 Oct 6
Recessed poster cases at drive-in,
p55 June 2
Swivel light, p56 Oct 6
Theatre photo murals, p60 June 2
Tips on display and sign ^ writing, a. pll t'
Oct 6
DOORS
Upholstered leather, padded, p9 Mar 3
DRAINAGE
(See Drive-Ins)
Grading, ditching for proper water
drainage at drive-ins, p46 Jan 6
Guttering, downspouts ancl roof drains
to sewer, p24 Sept 1
Natural aids to, at drive-ins, p42
Dec 2, '50
Roof drainage, water disposal p24
Sept 1
DRAPERIES
(See Decoration)
Framing the picture, p8 Sept 1
NPA regulations regarding, pl6 Oct 6
Simplicity as key, p21 Sept 1
Use of modern fabrics for, ppB 9
Sept 1
DRIVE-INS
Admission facts to consider at, p49
Oct 6
Attraction boards, marquees, types of
p48 May 5
Automatic coffeemaker, p54 Aug 4
Automatic laundry set up, p53 Juno 2
Beef and pork barbecue, canned, for
sale at, p54 July 7
Building under NPA regulations, p47
Oct 6
Booths, general requirements for
p42 Mar 3
Cafeteria-style refreshment service
pl4 Dec 2, '50; p33 July 7
Choosing proper site, p40 Dec 2, '50-
p47 Jan 6
Cla8.5ifying for tax purposes, p46
Mar 3
Cluster lights, impervious to weother
p54 Mar 3
Cluster light lampholder, p56 Aug 4
Coca-Cola vending carl, p53 Feb 3
Coin changer, use of in ticket booths
p4B May 5
Comnarative refreshment sales at
p30 Feb 3
Concession bar, cafeteria style d36
Mar 3
Concession buildings, minimum height
of, p42 Mar 3
Concosalon-croiectlon building n45
Apr 7: p39 Mar
« t«
5
118
Cooperative advertising campaigns
for, pSO Feb 3
Custom-styled pop wagon, p36 July 7
Depreciations table, p49 Oct 6
Drainage, sewage disposal, p8 Feb 3
Drive-in Operations issue, teh 3
Drive-ln question corner, p47 Jan 3;
p22 Feb 3; p49 May 5; p48 Aug 4
Drive-In under water three weeks,
photo of, p50 Sept 1
Driveways, exit drives, seats,
Mar 3
p42
Electrical distribution, p46
May 5
Fireworks display line, p57 May 5
Gasoline rotary mower, p53 Sept 1
Grading and drainage, p44 Jan 6
p43 Mar 3;
Guide to remodeling under NPA, plS
June 2
Highway traffic, control of, p48 Mar 3
Hub, Monroeville, Ala., unique features
of, pl6 Feb 3
Illustrations on adaptability of sites,
p 45 Jan 6
In-car heaters, discussion of,
Dec 2, '50; p54 Feb 3
p44
In-car heaters, infra-red radiation,
p53 Feb 3
In-car speakers, wheel lock, p48 Dec
2, '50: p 47 Sept 1
Indoor drive-in, architects' rendering
of, p 38 Dec 2, '50
Insect killing fog, p49 Sept 1
Insurance and the drive-in, p48 Oct 6
Kiddy playground rides, p60 June 2
Landscaping the drive-in, p46 July 7
Manual of Drive-ln Design and Operation,
p40 Dec 2, '50; p44 Jan 6;
pS Feb 3; p42 Mar 3; p45 Apr 7;
p42 May 5; p48 June 2; p46 July 7;
p44 Aug 4; p46 Sept 1; p48 Oct 6
Marquee wiring, p47 Mar 5
Merry-go-round, as playground device,
p54 Mar 3
Microphone for, p49 Jan 6
Miniature trains, p49 Mar 3; p46 Apr 7
Monkeys, problems encountered at
drive-in playgrounds, p44 May 5
Nation's second four-screen drive-in
p22 Oct 6
Natural aids to drainage, p52 Dec 2,
Operating suggestions, p48 Oct 6
Outdoor theatre within the city, p49
Sept 1 »
Overbuilding of in certain areas, p50
May 5
Package plan for new construction,
walk-in theatre, p50 June 2
Pagoda for concession patrons, p54
Mar 3
Pointing the drive-in, p46 July 7
Photos of new, p45 Dec 2, '50; ppI4
26 Feb 3; p47 Mar 3; pp 50, 52 Apr 7-
p45 May 5; p49 Sept 1; pp8, 9 Oct 6
Pizza as refreshment sales item, p35
Apr 7
Pizza ovens, p48 May 5
Playgrounds, device for, p50 Jan 6;
p56 June 2; p46 Aug 4
Portable drink dispenser, p58 May 5
Power-driven pony ride, p64 June 2
Powerful outdoor spotlight, p52 Sept 1
Power mower, p53 Aug 4
Prefabricated screen towers, diagrams
of, p43 Mar 3
Price preferences on candy by drivein
operators, p29 Feb 3
Projection and sound equipment requirements
for 500-car airer, p46
Sept 1
Projection room, positioning of, d45
Apr 7; p 42 May 5
Proper drainage, p46 Jan 6; p47 July 7
Property maintenance, allowed bv
NPA, p43 Dec 2, '50
Race track becomes a drive-in, p54
June 2
Recessed poster cases spark attractions,
p55 June 2
Refreshment stand, photo of, pl2
Feb 3
Remodeling of, p20 Feb 3
Restroom provisions, p42 May 5
Roofing and sheet metal for structures,
p49 June 2
Rough cost estimate for construction
of, p47 Jan 6
Screen coating, p57 Feb 3
Screen structure, p42 Mar 3
Screen tower design, safety, p42
Mar ' »-
3
Selecting projection and sound eouinment,
p44 Aug 4
Self-propelled merry-go-round, d54
June 2
Self-propelled power mower, p57
Mar 3
Sewage disposal, pl7 Feb 3
Site, selection of, p44 Jan 6
Sloping of land, drive-in sites, p4I
Dec 2, 50
Solving fencing, roofing problems
p48 June 2
Speaker posts, spacing of, p46 Jan 6
Speed sells 'em at refreshment counters,
pl2 Aug 4
Surfacing of drive-ins, materials used
for, p8 Feb 3
Swivel-action sickle mower, p56 Apr 7
Table converting square feet to acres,
p40 Dec 2, '50
Table of site requirements, p4i Dec
2, -50
Table of wiring systems, p45 Sept 1
Towers, photos of, pplO, 11, 11, 26
Feb 3
Traffic control device, p64 June 2;
p55 July 7
Transcription player, pp55, 56 Oct 6
Trimmer-type mower, p54 Sept 1
Two power mower units, p53 July 7
Unit carries sound through car radio,
pl4 Sept 1
Water supply for, p9 Feb 3
Weatherproof in-car speaker, p63
June 2
Zoning of sites, p44 Jan 6
ELECTRICITY
(See Lighting, Heating)
Automatic starting equipment, p26
Sept 1
Checking power supply available to
drive-in sites, p44 Jan 6
Electrical distribution at drive-ins, p43
Mar 3; p46 May 5
Electrical floor mat, p49 Jan 6
Marquee wiring at drive-ins, p47 May
Standby power units, pl2 Sept 1
EQUIPMENT
(See speciiic categories)
Continuous popcorn machine, p34
May 5
Curved curtain track, p48 June 2
Custom manufacture of transformers,
p43 June 2
Equipment required for 500-car airer,
p46 Sept 1
National Theatre Supply 25th anniversary,
p20 Sept 1
FABRICS
Fabric wall coverings, washable, p57
Oct 6
Fiber construction, types of weaves,
pll May 5
Flameproofing draperies, pp8, 9 Sept
Maintenance of seating fabrics, pll
May 5
Mohair, cotton, rayon as seating fabrics,
p20 May 5
Nylon, resisting abrasion as seating
fabric, p20 May 5
Plastic upholstery fabric, p56 July 7
Seating fabrics, choosing of, plO
May 5
Upholstery fabrics, new patterns, p53
May 5
FILM
Patching weld, for safety or regular
film, p56 Apr 7
HHE SAFETY
Analysis of fire insurance programs,
pl8 Oct 6
Disposition of waste, p41 5 May
illustration
of, p41 3
Fighting booth fires, system for,
Mar
Fire resistant spray treatment for
theatre curtains, p3G Dec 2, '50
Fire-retardant paint, p46 Dec 2, '50
Flameproofing service, for draperies,
curtains, p57 Mar 3
Furnaces as fire hazards, pl7 Apr 7
Handling, storage
p40 May 5
of premiums for,
Hazards in loading furnace in theatres,
pll Apr 7
Insulating roof tile, noncombustible,
p58 June 2
Photo electric unit
Mar 3
for protection, p53
Popper fires,
p4I May 5
as potential danger,
Protective coating of walls for, pl6
July 7
Wrapping of
p40 May 5
premiums as a hazard,
FIREWORKS
1951 line for drive-in display, p57
May 5
FLOOR COVERINGS
(See Carpets)
Carpet patterns, pplO, 11 Jan 6
Five steps to wise carpet selection,
pl2 July 7
Floor Coverings issue, July 7
Hardwood flooring, p24 July 7
New carpet rayons, p9 July 7
New yarns for carpet backing, plO
Jan 6
NPA regulations regarding, pl6 Oct 6
Rug cushions as prolonging life of
carpets, p28 Aug 4
Sponge matting, p55 Oct 6
V/mterizing theatre floors, pi 5 D«c 5
FLOORS
Getting winter off
July 7
the floors, pi.
Floor maintenance unit with 12-inc)
p56 Sept 1
Hardwood flooring, p22 July 7
Proper soaps, waxes for use on *^ d3(
expanse,
July 7
Vinyl plastic tile flooring, p55 Sept '
Winterizing theatre floors, pl5 De^
FOYERS
(See Lobbies)
Photos of treatments in new theatres
pp9, 12 Jan 6; pp8, 10 Mar 3; p8 JuIt?
Treatment ol tile in, pplO, 11 July y
Unique treatment of, pl7 Aug 4
Architects rendering of, p6 Apr 7
All glass facade, pl8 July 7
Before and oiler photos of, p20 June 2
Drive-in photos, pplO, II, 14 Feb 3-
p47 Mar 3; p47 July 7
Highland plaid front, p27 May 5
Remodeled front, photo of, pl6 Sept I
Revaming of fronts, a survey ol
plO Apr 7
Ribbed marble facing, p30 July 7
Table of suggested fronts, plO Oct si
Theatres, photos of, pp44, 48 Feb 3-
p8 Mar 3; ppl4, 22 Apr 7; ppl8 24' 1
25 May 5; ppU, 13, 14, 16, 17 27
June 2; p30 July 7; ppl4, 18, 35 Aug
(
FURNITURE
AU-veneer chair, p55 Apr 7
Retracting seat, p56 Apr 7
Seating fabrics, choosing of, plO
May 5
GENERATORS
As emergency power units, pi 1 Sept 1
Illustrations of, pll Sept 1
Selecting the generator, standby
power plant, pl4 Oct 6
GIVEAWAYS
(See Merchandising)
GRADING
Inexpensive grading under NPA regulations,
p47 Oct 6
GUM
(See Refreshment Service)
Free display case, p53 Aug 4
Gum display stand, p53 Feb 3
Penny gum vender, six flavors, p54
Apr 7
Percentage of theatres handling, plO (
Aug 4
H
HEATING
Air filter for forced air heating, p56
Apr 7
Air washers, pI4 Mar 3
Baseboard heaters, pl4 Mar 3
Exposition of, pl4 Mar 3
Heat pumps, experimentation with.
p24 Mar 3
In-car heaters, infra-red radiation,
p44 Dec 2, '50; pp46, 53, 54 Feb 3
HYGIENE
(Sea Sanilalion)
ICE CREAM
(See Refreshment Service)
Chest-lype automatic vender, pS4
Ian 6
Combination ice shaver, case, p53
Apr 7
Draw-off spigot for freezer. p60 June 2
Electro freeze soft
p53 Aug 4
ice cream freezer,
Frozen custard, batch ice cream
freezer, gravity fed, p56 Mar 3
Grcvity-feia frozen custard freezer,
p46 Dec 2, '50
Handling, packaging of, p27 Mar 3
Ice Cream custard freezer, automatic,
p57 May 5
Increasing popularity of as refreshment
item, p27 Mar 3
Large storage space in freezer for,
p53 Ian 6
Maintenance problems involved with,
p21 Aug 4
Merchandising advantages
Mar 3
of, p28
Milk shake freezer model, p55 Sept I
Mix-storage cabinet, p54 Aug 4
Mobile ice cream unit, p41 Oct 6
The MODERN THEATRE SECTION
IfEiflKG
> tt r

I
i P'8
:
Appraising
'
Hold-up
I
Aua
1 pump-Iei
k_
percenlagi ge of theatres handling, plO
4
custard freezer, with side
cabinet, p53 May 5
Soil ice cream freezers, discussion ol,
p27 Mar 3 ,., ., c to
Table model freezer, p51 May 5; p62
Transparent display unit, p57 Feb 3
I
INSURANCE
Analysis ol lire insurance programs,
Oct 6
for lire
,
insurance, pil
Burglary insurance, p48 Oct 6
Fire, tornado and miscellaneous, p48
insurance, p49 Oct 6
General liability, p49 Oct 6
Ways a theatre owner may be over
insured, p44 Oct 6
Workmen's compensation insurance.
p49 Oct 6
IMTERCOMMtJNICATlON SYSTEMS
Intercom unit for drive-in, p61 June 2
Unit with privacy lamp, p56 July 7
INSECT CONTROL
Magic log as insect killer at driveins,
p49 Sept 1
LAMPS
(See Lighting)
LANDSCAPING
At the drive-in, p9 Feb 3; p46 July 7
Grading lor best water drainage, p46
Jan 6
Problems involved at diive-ins, p4B
July 7
LIGHTING
(See Lighting, Projection and Sound)
Achieving continuity ol shape and
color in sign lighting, pl2 Oct 6
Cluster light lampholder, p56 Aug 4
Cove lighting in lobby, pl7 Dec 2, '50
Drive-In cluster lights, p54 Mar 3
Emergency lighting unit, p58 June 2;
p56 Oct 5
Fluorescent lamp, p59 May 5
Flourescent lighting system, extra
shallow, p46 Dec 2, '50
For decorative effect, p9 Jan 6
Getting enough marquee light, p8
Oct 6
Incandescent spotlight,
system, p60 May 5
new optical
Lighting and Display issue, Oct 6
Portable emergency floodlight, p58
May 5
Portable lighting unit, p57 Oct 6
Powerful outdoor spotlight, p53 Sept 1
Remodeling of lighting system, pl2
Jan 6
Striking use of in illuminating front,
pl4 Aug 4
Swivel light, p56 Oct 6
Ultraviolet fluorescent lamp, cold
cathode, p53 Apr 7
LOBBIES
Architects rendering of, pl6 Mar 3
Poster cases, as eye catchers, p24
May 5
Treatments of, pl7 Dec 2, '50; plO
Mar 3; ppll, 14, 20 Apr 7; p24 May
5; p8 June 2; p35 Aug 4
Use of tile in, pplO, 11 July 7
LOUNGES
(See Restrooms)
Photos of, remodeled, pIO Apr 7
Treatment of carpet in, pl2 July 7
Unique treatment of, ppl6, 17 Aug 4
Adaptable vacuum cleaner, wet and
dry pickup, p54 Jan 6
Air filters, grilles, louvers, p24 Oct 6
Air washers, cooling towers, evaporative
condensers, p24 Oct 6
All-purpose floor maintenance unit,
p57 Feb 3
Aluminum scaffold, p53 July 7
A Manual of Preventive Maintenance
for Theatre, plO June 2
Asphalt tile preserver, p58 June 2
Avoiding tile trouble spots, pp20, 21
July 7
Birdproofing material, p58 Oct 6
Care for your carpeting, p26 Dec 2, '50
Care of brickwork, roofing, roof parapets,
pl6 July 7
Combination vacuum cleaner, p52
Ian 6
Concession profits outweigh floor
care, p20 Aug 4
BOXOFFICE
Exterior building surfaces, pll June 2
Exterior theatre displays, maintenance
of, p25 Oct 6
Flat-roof construction, p24 Aug 4
Floor cleaner, bactericide. p56 June 2
Floor maintenance unit with 12-inch
expanse, p56 Sept 1
Floor scrubber with interchangeable
parts, p61 June 2
Gasoline rotary mower, p53 Sept 1
Getting winter off the floors, pl4
July 7
Guttering, downspouts and roof
drains to sewer, p24 Sept I
Heavy-duty vacuum, portable,
Feb 3; p59 May 5
p55
Housekeeping, as vital as screen feature,
p45 June 2
Lightweight shampoo scrubber, p50
Jan 6
Liquid germicide-deodorizer, p54
Sept 1
Liquid synthetic detergent, p58 Oct 6
Liquid wax, p53 July 7
Look before you laugn, p24 June 2
Mopping of linoleum, dangers of,
p23 Dec 2, '50
Motorized mower for drive-ins, p53
Jan 6
NPA regulations regarding, pl6 May
pl6 Oct 6
5;
Of seating fabrics, pll May 5
Power mower for drivs-ins, p53 Aug 4
Property maintenance allowed by
NPA, p43 Dec 2, '50
Proper soaps, waxes, for prolonging
floor life, p30 July 7
Removing beverages, popcorn from
carpets, p21 Aug 4
Restroom inspection checklist, pl4
Jan 6
Resurfacing material, p53 July 7
Roof drainage, water disposal, p24
Sept 1
Roof surfaces, as providing protection,
p24 Aug 4
Rug scrubber, p49 Dec 2, '50
Rug carpet shampooer, p53 Apr 7
Self-propelled power mower, p57
Mar 3
Skylights and monitors, p25 Sept 1
Solving ice cream cleaning problems,
p21 Aug 4
Solving candy maintenance problems,
p21 Aug 4
Stacks, ventilators, process exhausts,
p25 Sept 1
Stretchable hose, fits any vacuum,
p60 May 5
Surface finishing, p25 Aug 4
Swivel-action sickle mower, p56 Apr 7
Theatre exterior preventive maintenance,
plO June 2
Trimmer-type mower, p54 Sept 1
Trouble spots in, pll Apr 7
'Two power mower units, p53 July 7
Types, care of skylights, p24 Sept 1
Upholstery shampooer, fully automatic,
p58 May 5
Water seepage, preventives against,
p30 June 2
Wax as floor protector, pl5 Dec 2, '50
Winterizing theatre floors, pl5 Dec
2, '50
M
MARQUEES
Design for narrow front, p40 Aug 4
Maintenance of, p25 Oct 6
New-style slanting marquee, pl8
July?
Photos of, p48 May 5; p47 Aug 4; ppB,
9, 10 Oct 6
Remodeling of, to attract more interest,
pIO Apr 7
Sign contest winners, photos of, pl5
Mar 3
Soffit lighting, pl8 Aug 4
Three-sided marquee, photo of, p22
May 5
Trend to giant size in luminous fronts,
p8 Oct 6
Types of best display at drive-ins,
p48 May 5
Variety in size and color, p9 Oct 6
Wiring of at drive-ins, p47 May 5
MATS
(See Floor Coverings)
Anli-latigue matting, p53 Aug 4
Sponge matting, p55 Oct 6
MERCHANDISING
Adding proiits with seasonal specials,
p3 Dec 2, '50
'Alice in Wonderland' balloons, as
selling item, p53 Sept 1
Candy merchandising counter cards,
p42 June 2
Drive-in fronts, photos of, as sellmg
point, pplO, 11 Feb 3
Diagram for candy case display, plD
Dec 2, '50
Licorice assortment
.
m colorful package,
p61 June 2
Mass display, circus theme as refreshment
sales booster, p32 Mar 3
Peanut-beverage linn tiaup, p34 June 2
Planning conceaslons lor convenience,
p37 July 7
Popcorn, educational plan lor selling,
p33 May 5
Popcorn mercnandising table, p33
Oct 6
Preselling the remodeled theatre to
the patron, pM Apr 7
Refreshment merchandising, without
an expensive setting, p33 June 2
Self-service at drive-in concession
stands, pl2 Feb 3
Selling the remodeled theatre lo patrons,
pl8 May 5
Templing the tourist trade, ppl6, 17
June 2
Three-dimensional sign spotlights
concessions, p53 Apr 7
Tips on sign writing and display, pll
Oct 6
Windowbox candy merchandiser, p30
Mar 3
MINIATURE TRAINS
Additional promotion ol, p5l Apr 7
Installation, photo of, p52 Oct 6
Miniature trains, photos of, pp4G, 47
Apr 7
MURALS
Congruity with carpet patterns, p26
July 7
New product, p49 Jan 6
Unique decor of auditorium mural,
pi? Dec 2,
NEW PRODUCTS
'50 N
Adaptable vacuum cleaner, wet and
dry pickup, p54 Jan 6
Adhesive, glues tile to plaster, wallboard,
p63 June 2
Air tillers for forced air heating system,
p54 Apr 7
Air freshener, circulator, p56 May 5
Air freshener, deodorant. p54 Apr 7
'Alice in Wonderland' balloons, p53
Sept 1
All-plastic screen, fire resistant, p55
Apr 7
Ail-purpose floor maintenance unit,
c57 Feb 3
All-veneer chair, p55 Apr 7
All-vinyl screen, tor TV and regular
features, p53 Sept 1
All-vinyl theatre screen, p51 Jan 6
Aluminum scaffold, pS3 July 7
Anti-fatigue matting, p53 Aug 4
Asphalt tile preserver, cleaner, p58
June 2
Attractive
Aug 4
gum display case, p53
Automatic coffeemaker, for drive-ins,
p54 Aug 4
Automatic ice cream vender, p54
Jen 6
Automatic hand dryer, p53 Aug 4
Automatic popcorn vender, p55 Feb 3
Automatic juice vender, p5b Oct 6
Beef and pork barbecue, canned, p54
July 7
Beverage dispenser, fountain drink
mixer, p56 Feb 3
Bill clip for cash drawer, p53 Feb 3
Bird-proofing material, pS8 Oct 6
Bobtail soda fountain, p55 July 7
Butter dispenser, p55 Aug 4
Candy-covered chocolates, in nickel
pack, p5S Aug 4
Candy display rack, p46 Dec 2, '50
Candy floss machine, p54 Feb 3
Carbon air purifier, p51 Jan 6
Carbonated drink dispenser, carved
on back, p52 Jon 6
Cardboard hot dog dispenser,
Aug 4
p54
Ceiling air diffuser, p56 Oct 6
Ceiling air distributor for non-recessed
installation, p4£ Dec 2, '50
Changeable face sign for theatres,
p50 Jan 6
Chocolate drink for theatres, p58
Sept 1
Christmas candy stocking, p57 Oct 6
Cluster lights for drive-in. p54 Mar 3
Cluster light lampholder, p56 Aug 4
Coca-Cola vending cart, for driveins,
p53 Feb 3
Coffee dispenser, automatic coinoperated,
p54 Jon 6
Coin changer base, p47 Nov 3
Coin changer, semi-automatic, p53
Feb 3
Coin-changer, with penny weighing
scale, p53 May 5
Combination ice shaver and case,
p53 Apr 7
Combination vacuum, p52 Jan 6
Continuous carbon burner, p56 May 5
Convex screen, polarized light, p49
Dec 2, '50
Counter surfacing material, p55 July 7
Curved curtain track, p58 June 2
Decorative mirror, p58 Oct 6
Double orm reel end signal. p55
Mar 3
Draw-oil spigot lor ice cream Ireezer,
p60 June 2
^, . .
Drink-spilling preventive, p54 *"9 *
Drink vendor, oilers two Juices, p53
Jon 6
Drive-m lireworks line, p57 May 5
Drive-in playground merry-go-round,
P^ '°" ^
. « r K 1
Drive-in screen coating, jpo/ reo J
Dual cup. juice vender, p33 Mar 3
Easy-clean glass block lace linish,
pb4 June 2
Electric floor mot, p49 Jan 6
Electro Ireeze soil ice cream freezers,
p53 Aug 4
Eloven-ton package air conditioner,
p54 May 5
Emergency lighting unit, p58 June 2;
p55 Oct 6
4
Fabric wall covering, washable, po7
Engraved plastic
pM Aug
directional signs,
Oct 6
Fiberglas ceiling board, non-combusiible,
acoustical, p55 Feb 3
Film patching weld, p57 Apr 7
Fiie-relardant paint, p46 Dec 2. '50
Flameproolmg service, as lire protection,
p57 Mar 3
Floor cleaner, bactericide, p58 June 2
Floor mainienance unit with 12-inch
expanse, p55 Sept 1
Floor scrubber with mterchangeable
parts, p61 June 2
Fluorescent lamp provides
illumination, ph9 May 5
general
Fluorescent lighting system, extra
shallow, p46 Dec 2, '50
Frozen custard, batch ice cream freezer,
gravity-fed, p56 Mar 3
Frozen juice dispenser, p55 Oct 6
Gasoline rotary mower, pS3 Sept 1
Germicidal product, applied with oust
mop, p55 Aug 4 _ ,
Germicidal unit, p55 Oct 6
Gum display stand, p53 Feb 3
Heavy-duty vacuum, portable, p55
Feb 3: pS9 May 5
Hot and cold dispenser, serves 12
drinlis per minute, p53 Sept 1
Hot dog heater dispenser, p53 Jon 6
Hot dog unit, thenmostatic control,
p62 June 2
Ice cream custard Ireezer, automatic,
p57 May 5
Ice cream freezer with large storage
room, p53 Jan 6
Ice Selmix dispenser, space saver,
p54 July 7
Illuminated directional signs, p53
Feb 3
Incandescent spotlight,
May 5
system, p60
new optical
In-car heater, infra-red radiation,
p53
In-car healer,
Feb 3
all-electric, two hose,
p54 Feb 3
In-car speaker lock, wheel p48 Dec
2. '50
Induced draft cooling towers, p53
Mar 3
Insulating roof tile,
, ..
noncombustible,
p58 June 2
Intercom system, p61 June 2; pbb
I"'y ^
, . «
Interior white screen paint, p5t>
Sept 1
Junior 16mm projector,
, .
redesigned.
J
p56 Mar 3
Lemon drops, packaged lor theatres,
p55 May 5
Licorice assortment m colortul package,
p61 June 2
Lighted peanut merchandiser, p53
Mar 3
Lightweight uniform material, p55
Lightweight vacuum cleaner, pob
Oct 6
Liquid germicide, deodorizer, p54
Sept 1
,„ „ -
Liquid synthetic detergent, p58 Oct 6
Liciuid wax. p53 July 7
Lollipops incorporate plastic toy
handle. p59 June 2
Low cost duplication. p51 Jan 6
Merry-go-round, as playground device,
p54 Mar 3
Microphone for drive-ins. p49 Jan 6
Milk shake freezer model. p55 Sept 1
Minut-bun sandwich unit, prevents
leakage, p55 Aug 4
Mix-storage cabinet, pS4 Aug 4
Motorized mower for drive-in maintenance,
p53 Jan 6
Multi-colored decals. decorate orange
juice dispenser, p54 May 5
New scoop popcorn box. p55 July 7
New ticket box, files tickets numerically.
p51 Jan 6
New type sponge matting,
_ -
p55 Oct 6
Nylon carpeting, four color styles,
p53 June 2
Nylon carpeting line, p49 Jan 6
Nylon hose vender, p55 Feb 3
Nylon valances, p54 May 5
One-gallon lire extinguishers, p55
Sep: 1
119

.
{
'
j
,
I
Orange juice dispenser, features Upholstery shampoo scrubber, p50 Pop-A-Lot unit, with removable pan,
p54 May 5
,
thermal control, pM Sept 1
,, ,,
Orange syrup dispenser, p63 June 2 Vend, display pack candy bar, p4b Popcorn bag yield table, pll Dec
Packaged orchid promotion, p53 Aug 4 Dec 2, '50
2, '50
Paper bags for dnve-ins, p55 Oct 6 Vinyl plastic cove base, p58 June I Popcorn merchandising checklist, pll
Penny gum vender, six llavors, p54 Vinyl-plastic tile flooring, p55 Sept 1 Dec 2, '50
Apr 7
Wall siding, resembles stucco, p54 Popcorn sales techniques, pll Dec
2, '50
Photo electric cell, as fire protection, Feb 3 ,„ _
„ _
p53 Mar 3
Waterproof masonry coat, p49 Dec Popcorn selling operations, p9 Dec
2,
Photo murals, p49 Ian 6
2, 'SO
'50
,
Pizza ovens for drive-ins, po8 May b Waterproof shadow box for coming Popcorn Survey, p32 Oct 6
Plastic directional signs, p48 Dec 2, '50
attractions, p61 June 2
Popcorn trailer, p40 July 7
Plastic upholstery fabric, p56 July 7 Weatherproof in-car speaker, p63 Popping expansion, importance of,
Plastic wall finish, p56 Sept 1
June 2
p25 Jan 6
Pop-A-Lot popcorn unit with
Popping machines, location of, p48
removal
pan, p55 May 5
Apr 7
Popcorn machine, for small theatres,
NEW THEATRES
Preview of selling trends, p32 Oct 6
p53 Mar 3
Allen Theatre, Takoma Park, Md., Proper storage of. p25 Jan 6, p42
Popcorn vender with sales appeal,
Sept 1
pis July 7
P50 Ian 6
,„
Astra, Kitwes, Africa, pl9 Apr 7
Removing from carpets, p20 Aug 4
X, r
Portable drink dispenser, p58 May b Beach, Cape May, N. M., p44 Feb Silver-plated charms, as popcorn
3
Portable emergency floodlight, p58 Cavern, Carlsbad, N. M., pl6 June 2
prizes, p57 May 5
May 5
n ^
Center, Omaha, Neb., p35 Aug 4
Small theatre popper, p53 Mar 3
c
Portable Ughting unit, p57 Oct 6
Dixie, Miami, Fla., p24 May Source of Supply, p36 Oct 6
5
Positive displacement syrup pumps, Genoa, Genoa City, Wis., pl7 June 2 Theatres selling popcorn, percentage
p55 Oct 6
-
, J Guyan, Logan, W. Va., pl6 Dec 2, '50
of, p32 Oct 6
Post speakers for special dnve-m Hancock Village, West Roxbury,
Three-dimensional sign splotlights
concessions, p53 Apr 7
areas, p53 Mar 3
Mass., p44 Feb 3
Power-driven pony ride, p64 June 2 Holiday, Park Forest, III., p20 Apr 7
Total theatres adding dairy butler
Powerful outdoor spotlight, p53 Sept 1 State, Cuyahoga Falls, Ohio,
alter popping, p36 Oct 6
p39
Power mower for drive-in, p53 Aug 4
Unusual merchandising display of,
July 7
Pre-mix orange juice dispenser, p55
pl6 Feb 3
Terrace, Robbinsdale, Minn., pl4
Sept 1
Aug 4
Pump-fed custard freezer, with side
Towne, Forest, Miss., p48 Feb 3 POWDER ROOMS
cabinet, p53 May 5
Towne, Fox Lake, 111., pl7 lune 2
Reciprocating refrigeration machines,
Tuscumbian, p30 July 7
(See Restrooms)
pS9 June 2 „ ,^„
Watts, Osage, Iowa, pp8, 9 Jan 6 Maintenance of, pl4 Jan 6
Reelend alarm, p47 Dec 2, 50
Wynnewood, Dallas, Tex., pl8 Mar 3 Treatments of, p9 Mar 3
Refreshment attendant uniforms, p55
Mar 3
Restroom air purifier, p56 July 7
PORTABLE EQUIPMENT
Rustic-type pagoda as drive-in equipment,
p54 Mar 3
As factor in drive-in heating, p44
Resurfacing material for concrete PAINT
Dec 2, '50
patching, p53 July 7
(See Maintenance)
Automatic transfer desirable for standby
units, pl4 Oct 6
Retracting seat, p55 Apr 7
Fire-retardant paint, p46 Dec 2, '50
Emergency lighting unit, p56 Oct 6
Roasted peanuts, reaay-bagged, p53 Interior white screen paint, p56 Sept 1
Portable lighting unit, p57 Oct 6
May 5
Paint and the drive-in, p46 July 7 Power supply for arc lamps, p47
Rug carpet shampooer, p53 Apr 7
Sept 1
Rug scrubber, p49 Dec 2, '50
Sandwich, hot dog vender, automatic, PERSONNEL
Selecting the standby plant, pl4 Oct 8
Standby power and the portable
p57 May 5
(See Employe Relations)
drive-in, p28 Sept 1
Sanitary napkin dispenser, p54 Jan 6 Anti-fatigue matting, p53 Aug 4
Standby power units, generators, pl2
Screen beading in theatre paint line, Courtesy boosts concession sales, p40
Sept
p46 Dec 2, '50
1
Oct 6
Screen paint I'ne, p53 May 5
Lightweight uniform material, p55
Self-contained air conditioning unit, July 7
PROJECTION AND SOUND
p56 Sept 1
Look before you laugh, p24 June 2
Self-contained, four-flavor dispenser Selection of refreshment sales attend-
guide for projectionists, p40 Jan 6
p62 June 2
ants, pl2 Dec 2, '50
A solution to the problem of cue dots,
Sell-locking carbon container, p47
p46 June 2
Dec 2, '50
Automatic changeover mechanism,
PLAYGHOUNDS
electronic, p40 Mar 3
Self-propelled merry-go-round, p64
(See Drive-ins)
Avoiding theatre heart trouble, p44
June 2
Self-propelled power mower, p57
Architectural layouts of, miniature June 2
Mar 3
train drawings, p47 Apr 7
Carbon saver discussion, photos of,
Self serving drink with multiple flavor, Drive-In playground equipment, p45
p33, Dec 2, '50
p57 Mar 3
Mar 3
Carbon timer measures stubs, p42
Selmix dispensing unit, Servel refrigeration,
p53 May 5
Merry-go-round for drive-ins, p54 Care of the elusive flicker, p23 May 5
Kiddy playground rides, p60 June 2 Jan 6
Silk screen printing kit, p53 July 7 Mar 3
Choosing tools for the booth, p37
Silver-plated charms, as popcorn Miniature trains at drive-ins, p46 Apr 7
prizes, p57 May 5
Apr 7
Continuous carbon burner, p56 May 5
16mm recorder projector, p53 Sept 1 Miniature train at the drive-in, p49 Convex screen polarizes light, p49
Slimair microphone, wide range response,
p60 June 2
Miniature train installation, photo of, Copper coating on carbons reduced,
Mar 3
Dec 2, '50
Soap dispenser, p57 Oct 6
p52 Oct 6
NPA order, p49 Feb 3
Square ceiling outlet, p64 June 2 Monkey sitting at drive-in, p44 May 5 Deflector, steadying light, p30 May 5
Stainless steel wall tile, p53 July 7 Playground items survey, p56 June 2 Early projectors, photos of, p28 May 5
Stair tread, two types, p53 Apr 7 Power-driven pony ride, pd4 June 2 Early side winders, p42 July 7
Starliner Theatre seat, p49 Jan 6
Sell-propelled merry-go-round, p64 Electronic changeover, activated by
Siretchable hose, fits any vacuum, June 2
supersonic tone on sound track, p40
p60 May 5
Mar 3
Sturdy theatre safe, p53 Sept
Extinct projectors, photos of, p42
1
Swivel-action sickle mower, p56 Apr PLANNING
7
July 7
Swivel light, p56 Oct 6
Building an airer under NPA restrictions,
p47 Oct 6
Film splicing, necessary equipment
Film patching weld, pS7 Apr 7
Table model ice cream freezer, p61
May 5; p62 June 2
Floor plans for remodeling of auditorium,
p9 Apr 7
Flutter-free soundhead, p28 Oct 6
for, p39 Mar 3
Theatre pack chocolates, p56 Aug 4
Theatre photo murals, p6u June 2 Showmanship, as combined with practical
planning, pl2 Apr 7
p56 Mar 3
Junior 17mm projector, redesigned,
Three-dimensional sign spotlights
concessions, p53 Apr 7
Lens changing, p28 May 5
Three-foot soda fountain, p55 Aug 4 PLASTIC PRODUCTS
New kind of ham for the stage show,
Tile-cut mirror sheeting, decorative
p44 June 2
New plastic material, Velon, for theatre
interiors, pl6 Jan 6
finish, p55 Apr 7
NPA regulations regarding, pl6 Oct 6
Traffic control device, p64 June 2
New-type soundhead, p26 Oct 6
Plastic wall finish, p56 Sept 1
Traffic directional device, p56 July 7
Oldtime projectors, not identified,
Transcription player, p55 Oct 6
p40 Jan 6
Transcription player, p. a. system, p56
POPCORN
Panoramic vision, pl2 Sept 1
Oct 6
Automatic vender for, p55 Feb 3
Projectors, photos of, pp47, 48 Sept 1
Transparent ice cream display unit, Average price charged. p36 Oct 6 Reelend alarm, p47 Dec 2, '50
p57 Feb 3
Box doubles as scoop for, p55 July 7 Screen Presentation issue. Sept 1
Transparent plastic popcorn packaging,
p53 Mar 3
Butter dispenser, p34 May
Bumper crop of, p30 Mar Selecting for drive-ins, p44 Aug 4
3
Self-locking carbon container,
5; p55
p47
Trimmer-type mower, p54 .Sept 1
Aug Dec 2,
4
Two arm drink dispenser, d53 Apr 7 Continuous popcorn machine, Show '50
breaks are bad breaks, p42
p34
Two choir models, p55 July 7
May 5; p37 June 2
July 7
Two drink dispenser, self-contained, Dollar volume at various prices, p33
Shutter setting, p28 May 5
p61 Juno 2
Oct 6
16mm recorder-projector, p53 Sept 1
Two kiddy playground rides, p60 Educational plan for selling, p33
Slimair microphone, with wide range
June 2
May 5
response, p60 June 2
Two power mower units, p53 July 7 Eye-appeal in popcorn fountain, p34 Speaker post spacing at drive-ins. p46
Ultraviolet fluorescent lamp, cold Aug 4
Jon 6
cathode, p53 Apr 7
Location of machine, p37 May 5
Standby power, pll Sept 1
Unbreakable,
Merchandising table.
non-glass mirror,
p33 Oct 6
p56
Transcription player, p55 Oct 6
Mar Miss Popcorn Week, photo of, p21 Dec
3
Transcription player, p. a. system,
2, '50
Upholstery cleaner, foam-type, p46 Moisture content
p56 Oct 6
in relation to popping
quality, p36 Jan 6
Trouble spots in maintenance of
Dec 2, '50
Upholstery fabric. In now pattern, Number theatres selling, plO Aug booths, pll Apr 7
4
p53 May 5
Paper bags for drive-ins, p55 Oct 6 Unit carries drive-in sound through
Upholstery shampooer, fully automatic,
p58 May 5
Mar 3
Watching changeovers, p41 Jan
Plastic transparent packaging, p53 car radios, pl4 Sept 1
6
j
Weatherproof in-car speaker, pKJ
June 2
Wiring systems, p46 Sept 1
I
RAT CONTROL !
Theatre Sanitation Service, pl4 NovC!
RECTIFIERS 1
(See Projection and Sound)
'
REFRESHMENT SERVICE
Achieving a wealth of display inl
counters, pl8 Aug 4 1
Achieving maximum efficiency at
|
drive-in concession stands, p38
Sept 1
Adding profits with seasonal specials,
p8 Dec 2, '50
Adding refreshment stands to a K^
modeled theatre, p8 June 2
Attendant service at Cowtown Drivein,
Fort Worth, Tex., pl4 Feb 3
Attraction display as added
booster, p38 Mar 3
sales
Authorized candy buyers, p30 Feb 3
Authorized refreshment supply buyers,
p34 Sept 1
Automatic coffeemaker for drive-ins,
p54 Aug 4
A vital part of remodeling, the refreshment
counter. p38 July 7
Beef and pork barbecue, canned. pS4
July 7
Beverage dispenser, fountain drink
mixer, p56 Feb 3
Bobtail soda fountain, p55 July 7
Breakdown of refreshment sales, pll
Aug 4
Cafeteria service at drive-in. p33
July 7
Candy-covered chocolates, in nickel
pack. p55 Aug 4
Candy display rack, p46 Dec 2, '50
Candy floss machine, p54 Feb 3
Candy merchandising counter cards,
1^2 June 2
Candy merchandising techniques, p27
Jan 6
Candy selling methods, p27 Jan 6
Carbonated drink dispenser for driveins,
p52 Jan 6
Cardboard hot
Aug 4
dog dispenser, p54
Chocolate drink for theatres, p56
Sept 1
Chow cart, pl6 Feb 3
Christmas candy stocking, p57 Oct 6
Combination ice shaver, case, pS3
;
Apr 7
Concessions as key to
J
remodeling, I
j
,.
p21 June 1
2
Concession bar, cafeteria style, at
drive-in, p36 Mar 3
Concession buildings, drive-in, photos
of, pl3 Feb 3 I
Concession counters, photos of, pZO I
Aug 4
Concession layouts, architects drawings,
p43 May 5
Concession profits outweigh
care, p20 Aug 4
Concession promotion, p27 Feb 3
floor !
Concession stand, architects drawing, ,
p8 Aug 4
Concession stand management, p3u i
Feb 3
,, , „
Continuous popping unit, p37 June Z
Counters at drive-ins, increasing
sales at, pl2 Aug 4
.= , , ,
Counter surfacing material, pbb luly /
Courtesy boosts concession sales.
p40 Oct 6
Custom-styled pop wagon, p36 July 7
Displaying lots of stock at stands,
p40 Oct 6
Drink vender offers two juices, p53
Ian 6
Drive-in refreshment service building.
photos of, pl4 Dec 2, '50
Drive-in refreshment stands, photos
of, pl2 Feb 3: p33 July 7; pl2 Aug 4
Electro freeze soil ice cream freezer,
p53 Aug 4
Frozen custard, batch ice cream freezer,
gravity fed, p56 Mar 3
Frozen juice dispenser, p55 Oct 6
Frozen novelties, boosting volume,
p36 Sept 1
Gravity-fed frozen custard freezer,
p46 Dec 2, 'SO
Handbook of successful refreshment
merchandising, p9 Dec 2, '50
Hot and cold dispenser, p53 Sept 1
Hot dogger with thermostatic control.
p62 June 2
Hot dog heater dispenser lor driveins,
p53 Ian 6
Hot dogs come indoors, as theatre
sales item, p36 Feb 3
Hot drink venders, results of tests
with, p28 Mar 3
Ice cream freezer, large storage
space, p53 Jan 6
Ideal refreshment counter, conception
of, p8 Aug 4
Increasing popularity ol ice cream as
refreshment item, p27 Mar 3
Items banned in auditoriums, pH
Aug 4
j
1
I
I,-' ;->-,«
1^*
i^i.*
I
120
The MODERN THEATRE SECTION
i

"
licorice assortment in colorlul package,
p61
June 2
Uahlweight attendant unilorms, pb..
.
Lightweight uniform
. 1
material,
"

READERS' SERVICE COUPONS
For inlonnation on specific aubjocls, companies or products use the
coupons below. On broader subjects such as those listed on the opposite
side of the coupon, just check the subjects which interest you
on that side. Sign your name and address, put m an envelop© and
mail.
Postage-free postcards ore provided at page 90 to bring you full
information- prices, etc., on any ADVERTISED PRODUCT. See the
Advertisers List on page 90 and the Index ol Advertised Products on
the yellow cards thereafter.
The MODERN THEATRE INFORMATION BUREAU
825 Van Brunt Boulevard, Kansas City 1, Mo.
Gentlemen: I am interested in the following subjects, companies or :
products: ;
Be sure to sign your name and address on the other^side.
"ii'eMODERN THEATRE INFORMATION BUREAU
825 Van Brunt Boulevard, Kansas City 1, Mo.
Gentlemen: I am interested in the following subjects, companies or
products:
Be sure to sign your name and address on the other side.
The MODERN THEATRE INFORMATION BUREAU
825 Van Brunt Boulevard, Kansas City 1, Mo.
Gentlemen: I am interested in the ioUoviring subjects, companies or
products:
The MODERN THEATRE INFORMATION BUREAU
825 Van Brunt BoulevorcL Kansas City 1, Mo.
Gentlemen:
products:
I am interested in the following subjects, companies or
j
j
white screen paint, p56 Sept 1
ot, p23 Mar 3
Interior
Masking, elimination
Paint, p24 Feb 3
Panoramic vision, pl2
Photos ol, p23 Mar 3
Sept 1
Protecting of, p24 Feb 3
Plastic, pl6
surface
Jon 6
Screen beading with theatre paint
line, p46 Dec 2, '50
Screen enclosed within easel-type
frame, photo of, pl5 Aug 4
Screen painting line, p53 May 5
Screen Presentation issue. Sept 1
able pan, p55 May 5
Popcorn, bumper crop of, p30 Mar 3
Popcorn, educational plan for selling
p33 May 5
Popcorn fountain, p34 Aug 4
Popcorn merchandising checklist, pll
Dec 2, '50
Popcorn merchandising, special displays,
pl6 Feb 3
Popcorn Survey, p32 Oct 6
Portable concession unit, p50 Oct 6
Portable drink dispenser, p58 Mar 5
Pre-mix orange juice dispenser, p55
Sept 1
Preview of popcorn selling trends, p32
Oct 6
Screen tower safety, design, selection
of building material, p42 Mar 3
Silk screen printing kit, p53 July 7
Treatments of, pp8, 9, 10, 16 Sept 1
World's largest. Radio City Music
Hall, pl6 Ian 6
: SEATING
; AU-veneer chair, p55 Apr 7
S Introduce theatre seat, p49 Ian 6
i Merchandising of, rebuilts, p48 Feb 3
Modernization where the patrons can
i
: feel it, pl8 lune 2
• NPA regulations regarding, pl6 Oct 6
• Number, variety of chairs for future
5 seasons, pl2 May 5
Photos of new models, pl2 May 5
;
'j Repairing of, pl8 Ian 6
• Retracting seat, p56 Apr 7
5 Row-spacing, creating new sight
: lines, pl8 June 2
Seating fabrics, choosing of, plO
May 5
Sealing Service issue, Apr 7
Theatre chairs on the assembly line,
pl4 May 5
Two chair models, p55 luly 7
SHOPPING CENTERS
Beach, Cape May, N. I., p44 Feb 3
Blueprint for, pl7 Aug 4
Fitting big-town theatre in suburban
shopping center, pl8 luly 7
Hancock Village, West Roxbury,
Mass,. p44 Feb 3
Indoor drive-in and multiple enterprises,
p38 Dec 2, '50
Terrace, Robbinsdale, Minn , as unit
of, pl7 Aug 4
Theatre and stores begin life together,
designing to fit resort decor,
p20 Apr 7
Wynnewood, Dallas, Tex., architect's
rendering of, plS Mar 3
SIGNS
Attraction signs, treatments of, pIO
Oct 6
Engraved plastic directional signs,
p54 Aug 4
Highway traffic signs, drive-in traffic
control, p48 Mar 3
6
Buffalo,
Maintenance
One of
of,
largest,
p25 Oct
Shea's p49
Feb 3
'50
Plastic directional signs, p48 Dec 2,
Plexiglas signs, blacklighting, illuminating,
pl2 Oct 6
Tips on sign writing, pll Oct 6
SOUND
(See Projection and Sound)
SPEAKERS
I (See Projection and Sound)
In-car speakers, p47 Sept 1
S
S In-car speaker wheel lock, p48 Dec
: 2, '50
Be sure to sign your name and address on the other side. • Incar units, for use in indoor drive-
.T.... ...>••••« in, p39 Dec 2, 50
New type soundhead, p26 Oct 6
Post speakers for special drive-in
areas, p53 Mar 3
Soundhead, photo o! new Ballantyne,
p26 Oct 6
Straight through optical system, in
new soundhead, p28 Oct 6
Unit carries drive-in eound through
car radios, pl4 Sept I
Weatherproof in-car speakers, p63
June 2
SPOTLIGHTS
(See Lighting)
STAGE CUBTAINS
Curved curtain track, p58 Juno 2
STAGE
Achieving stage effects without guii
tracks, p28 Dec 2, '50
Contour curtain fits drum stage, ;^o
of, p31 Dec 2, '50
Hydraulic orchestra lifts, p21 Mar
Photos ot, p28 Dec 2, '50
Pushbutton operation of curtains, p
Sept 1
Redesigning of, elimination of mas.
ing, p24 Mar 3
Using bandcar without guid« trackp23
Dec 2, '50
STAIRCASES
Photos of, p8 July 7
STORAGE
Popcorn storing, pll Dec 2, '50
Proper popcorn storage, p42. Sept
TAXES
Classifying drive-ins for tax purpOMi
p46 Mar 3
Cost appraisal, evaluation, p26 F»b
TELEVISION
All-vinyl screen, also for regular lea
ture use, p53 Sept 1
Plastic TV lens, p47 Aug 4
TEMPERATURE CONTROL
(See Air Conditioning. Heating. Vea
tilation)
TICKETS
(Sea Boxoffice)
Ticket booths, at drive-ins, p42 Mot I
"Ticket box files tickets numerically
p51 Jon 6
TILE
Vinyl plastic tile flooring, p55 Sept ]
u
\
UPKEEP OF THEATBES
(See Mointenanc.)
Avoiding trouble spots in, maintenance
ol, p20 July 7
Personalized designs for lobbies and
foyers, plO July 7
Rubber and asphalt cleaning of, p22
July 7
Shrinkage, curling, pitting of, p20
July 7
Stainless steel wall tile, p53 July 7
UPHOLSTERY
(See Fabrics, Seating)
Plastic upholstery fabric, p56 July 7
Upholstery cleaner, foam type, p46
Dec 2, '50
V
VENDING
(Se* R.ir.ihm.nt S.nrlce)
Coca-Cola vending cart for drive-ins,
p53 Feb 3
^ ,,
Coffee dispenser, coin-operated, pM
Jan 6
Coin-operated venders, p37 May 5
Dual cup, juice vender, p33 Mar 3
Hot drink machines, results ol tests
with, p28 Mar 3
Ice cream freezer, large storage
space, p53 Jan 6
In relation to candy survey, pZ7
Ian 6
Portable carbonated drink dispenser
for drive-ins, p52 Jan 6
Theatre vender offers two juices, p53
Jan 6
Unique sales appeal technique in
popcorn vender, p50 Jan 6
w
WALLS
Fabric wall covering, washable, p57
Oct 6
Plastic wall finish, p56 Sept 1
Velon plastic as covering of, pl6 Jon 6
WALL DECOHATION
(See Decoration)
Velon as attractive covering, plo
Jan 6
WALLPAPERS
(See Decoration)
WASHROOMS
(Se. Reilroom*)
fl
Th» MODERN THEATHE SECTIOM
B« aur* to alijn four nam* and addraaa on th* othar aids.

You'll find that a beautiful background
of Gulistan carpet sets the mood
for enjoyment before the show begins.
Your patrons appreciate the feeling of
luxury underfoot— the atmosohere
of charm and sophistication
that Gulistan provides. Moreover, in
these competitive times, entertainment
in style pays off—and redecorating
your theatre with style-leading
Gulistan carpet will mean
more business to your box office!
or write to Controct Division, A. & M. Karagheusian, IrK., 295 Ftftti Avenue, New York 16, N. Y.
Wow»n on pow«r loonti in tfw U. S. A.

II
it's
MOVIETIME
U.S.A.
Are You Pre
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x:«K
PROJECTION AND
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9 Forty years of faith in the motion picture
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% Forty years of constant development and
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MANUFACTURED BY INTERNATIONAl PROJECTOR CORPORAtlON • DISTRIBUTED BY NATIONAL THEATRE SUPPLY