Boxoffice-November.24.1951

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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 MT-nPsT FLOWERS OF H A W A 1 1, LTD. 670 So. LaFayetfe Park Ploce Los Angeles 5, Californio STAGE SHOW UNITS ORGANIZED UNITS READY FOR IMMEDIATE BOOKINGS. Our Stage Shows Are Equipped With Everything to Show Good • BOXOFFICE PROFIT* Stage Shows Play Flat or % WRITE - WIRE - PHONE GET IN ON A HOUSE POLICY UNIT. STAGE SHOWS EVERY W E E K NOTE: Our 3-story office buildinj and reflearsal halls are the largest and finest in the southwest. To incjutre, write in Ad Number 59-B on Free postcard, page 52, or write direct to: AMUSEMENT ENTERPRISES 1211 Louisiana BILL SIR05 Houston 2, Tex. Buy on Time & Save $$ You pay the same as for cash plus small carrying charge Exhibitors from Maine to California are using: THE S-O.S. EASY PAYMENT PLAN to improve their Theatre Equipment actually paying it off from the Increase in Boxofiice Receipts. Send for details on our Budget Plan explaining what you need. SPECIALI jri.v.iwi.. TEMPERED MASONITE MARQUEE LETTERS 4"— 35c: 8"— 50c; 10"— 60c Ueplaces Wagner. Adler, Bcvelite (Specify which you have). S.O.S. CINEMA SUPPLY CORP. Dept. C, 602 W. 52 St., N. Y. 19 Cable: SOSOUND For TICKETS of every deicription ROLLS - MACHINE FOLDED RESERVED SEAT - COUPON BOOKS. ETC. Specialists since 1910 THE TOLEDO TICKET COMPANY Erie St. Toledo 2, Ohio ( 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 ,*' ""î 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 ELECTRIC AUTOMATICKET for top-traffic installations in Theatres, Amusement Parks, Fairs, Race Tracks ^ "RAPID ACTION" AUTOMATICKET A mechanically driven, rock-bottom-price ticket register for smaller theatres "TRIGGER ACTION" AUTOMATICKET the world's outstanding performer among nonelectric ticket issuing machines . . all carrying all geared fo maximum efficiency and economy . GRC's famous Uninterrupted- Service Guarantee GENERAL REGISTER CORPORATION 43-01 Twenty-Second Street Long Island City 1, N. Y. 1018 South Wobash Avenue Chicago 5, Illinois 6260 Romoine Street Hollywood 38, Calif. BOXOFFICE 37
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pKliv^, ruKWMKD... GOING FORWARD...
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Fox Earnings for '52 In an Upward T
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I . .TESTED ... and PROVED imh CEHT
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DuMont Cannot See Thealre TV Profil
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L . . . King . . Handed . . And ôU
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f'3 '^// er o/- er '^^'^--^/^î 'O;
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i \If you're part of the amusement
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T-shirts CHESTER FRIEDMAN EDITOR MO
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s California Managers Turn Full Ste
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5t tl*' fm H' Animation in Display
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Virginia Exhibitors Plan Theatre Cl
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Thanksgiving Boosts Grosses; Vadis
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New York Paramount Has 25th Birthda
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. . The . . The . . Lippert . . Sar
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NEWS AND VIEWS OF THE PRODUCTION CE
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New Mary Pickford Suit In Goldwyn S
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J..._ Montana Theatremen Hold Annua
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kl.. . . . Gene . . Ben . . . Aldri
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Twin City Homewood Trial Is Resumed
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. . After 'Paris' Grosses 250 In Tw
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Hawarden, la.. Comet Is Gutted by F
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aptaiD 'Pat, William Truog Dies; UA
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J CAROLINAS TOA ASS'N ELECTS BOB BR
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Picture Trademark Gone; Stage Is Fi
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Audience Expanding For Adult Pictur
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ATLANTA \risitors on the Row: Horro
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Movietime Reports To Okla. Exhibito
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! a { Wanda I men. ! attending I Li
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Two at Milwaukee In Theatre TV Loop
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J, . . Reports ST . L PUIS Frank Gl
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ottir^ , Dayton 1 and Variety of Da
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. . Lou Cleveland Does Big On Four
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. . Rowland . . Harry ^'mi j Mrs. C
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. . . Free . . Woodrow LOUISVILLE n
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. . Irving RKO Starts Buildup For '
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ii., Sfieci^ /4«tKcuKcemeHt 'îiSi
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Li. fftll mki Death Claims Second F
Page 83 and 84: MONTREAL . . Filmrow The Motion Pic
Page 85 and 86: ' iLt 0)(flFflC[(iiDDiiJJ]i/iJJD£
Page 87 and 88: iwnm Int«rpr«*l«« snalysh af la
Page 89 and 90: * înui^j n Very Good; "^ Good; —
Page 91 and 92: I I' 1 Worpoth . . C ] Hovono . W W
Page 93 and 94: 1l«ll{^ i „ j 4951 I 4952 , 2!5^
Page 95 and 96: Opinions on Current Productions; Ex
Page 97 and 98: I aken I I ATES: ISc per word, mini
Page 99: lovember 24, 1951 ection Two Constr
Page 102 and 103: )k The stage is set for WITH CARPET
Page 104 and 105: For comfort underfoot— For sound
Page 106 and 107: Li 11 "ITIVERYBODY Stands to gain f
Page 108 and 109: ' Let us custom-style your carpet a
Page 110 and 111: i THEATRE REMODELING • Oklahoma C
Page 112 and 113: REMODELING JOB • Oklahoma City Ab
Page 114 and 115: Are You Planning I To Redecorate Yo
Page 116 and 117: p On movie sets . BETTER MOVIES! In
Page 118 and 119: This deep approach to the interior
Page 120 and 121: lOfp ^ FACING THE PROBLEM-DIAGONALL
Page 122 and 123: iu A CASE FOR SMARTNESS IN DISPLAY
Page 124 and 125: IL OUT OF THE ORDINARY :' .•«^S:
Page 126 and 127: I ILi. lllii jfKOJI «tU til (Oil f
Page 128 and 129: 1 In designing the auditorium of th
Page 130 and 131: \ ' iA * iiuiicstfili THEATRE IT" A
Page 132 and 133: Out Into the Open for New Ideas Som
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Page 138 and 139: DESIGN AND CONSTRUCTION SAVE NOW! E
Page 140 and 141: DESIGN AND CONSTRUCTION Balanced Li
Page 142 and 143: L' 44 M A,ikL Model 420 Majestic Fo
Page 144 and 145: | REFRESHMENT SERVICE You Can Enjoy
Page 146 and 147: . . keeps i j HOW TO INCREASE CANDY
Page 148 and 149: ' i HOW TO INCREASE CANDY SALES Con
Page 150 and 151: PATRONS COME TO DINNER AT THE TROPI
Page 152 and 153: BOXED DINNERS AT DRIVE-IN Continued
Page 154 and 155: m^'^^ CHOCOLATE CREAMS. Doiiljle-wh
Page 156 and 157: REFRESHMENT SERVICE HERE ARE SEVEN
Page 158 and 159: ' | ' HOW TO INCREASE CANDY SALES C
Page 160 and 161: . . CANDY . . OILS . . BOXES . . KE
Page 162 and 163: j ' ' iminate oH Cluster Light Smg
Page 164 and 165: IL A MUST for That Play Area The on
Page 166 and 167: I PROJECTION AND SOUND MEN IN BOOTH
Page 168 and 169: IL PROJECTION AND SOUND Develops a
Page 170 and 171: PROJECTION AND SOUND Here Is How to
Page 172 and 173: RCA Service protects your Box-Offic
Page 174 and 175: Ike (lix^t PROJECTION AND SOUND A V
Page 176 and 177: i Iki GENERATOR SETS Ask Your THEAT
Page 178 and 179: j PROJECTION AND SOUND Four Well-Pl
Page 180 and 181: j ' ; INTERIOR DECORATING 5. Should
Page 182 and 183: i INTERIOR DECORATING TODAY'S THEAT
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35 YEARS — and still tops! CURTAI
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MAINTENANCE AND SANITATION f The Th
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' j Here 's Your Biff DOUBLE FEATUR
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^^K|[i You Can Avoid Fire Losses by
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I ' ALPHABETICAL INDEX; Specialized
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'. I ^Specialized ^peciai \-t STAGE
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ADVERTISING DISPLAY Use the Index o
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179 Pittsburgh 3114 2753 11001 Frig
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200 ' 243 Chicago CONCESSIONS Use t
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90 919 Phila r 1 DECORATING Use the
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' ' FURNISHINGS Use the Index of Ad
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111 4801 Freeport, 321 W. SOlh SI ,
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"i; • N '1 I I ' PROJECTION Use t
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Semon, L 300 149 1600 848 706 Walte
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SANITATION Use the Index of Adverti
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2747 i STAGE EQUIPMENT Use the Inde
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6222 724 ] DRIVE-INS Use the Index
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Miahavroka, 1035 Cleveland 64 1525
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' ' DENVER 'Graham Bros., Theatre E
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'' i Fire-resistant treatment for,
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. { ' j , I Orange juice dispenser,
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READERS' SERVICE COUPONS For inlonn
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II it's MOVIETIME U.S.A. Are You Pr
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Boxoffice-November.24.1951

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