Boxoffice-May.03.1952

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THE PROPHET SOUNDS THE WAR CRY I THE SHAWNEE NATION RISES IN REV >i .^ »/»^ ^ I «k m^^\ 1; .^ /4\ se /- it V" Hi ^ .r The West's Greatest India"^ War \n color by A iV^.i :>. f.^ N Scout :^-.-^ -V, ,11 _ With Christine Larson • lay Siiveroe, Chief Mictiael AnSara • written tor me screen by ROBtRI E. KEN! cnwWM t^JMHlMMMMMI
NCA HOLDS UNIQUE FORUM 150 Press Executives At Exhibitor Session MINNEAPOLIS—Approximately 150 newspaper publishers and editors arrived here at midweek to attend the opening day forum of the annual convention of North Central Allied Thursday and Pi-iday (1, 2i. Ted Mann, pre. ident of NCA. emphasized to the editors the advantages of keeping exhibition "healthy" in face of television competition and other developments making it rougher on theati-es. Out of the forum it was hoped there would develop a closer relationship between the exhibitor and newspaper publishers with more space devoted to theatres and the latter's attractions. On theii- part, the exhibitors were prepared to offer to the newspapers the use of their screens to help push community and other projects and to draw attention to special newspaper features. In addition to the advertising revenue derived from theatres and motion pictiu-es. certain to exceed that which TV may provide, Mann pointed out how much of an asset theatres can be to a community in bringing people into the towns from the surrounding area and to luring homefolk downtown. On the other hand, TV, for example, tends to keep people at home and hurts rather than helps most merchants, it was to be pointed out. A "reinvigoration" campaign, of which the forum is a part, also is to Include "bigger and better and more showmanship," making theatres more attractive, bringing more Hollywood personalities to the territory in person, institutional advertising to stress that motion pictures in theatres still are the finest and lowest cost entertainment available for the public, and the advantages of film in theatres over those on TV. Exhibitors were to be asked to pledge themselves to the utmost civic-mindedness and participation in their community affairs. Attendance at Fine Films A Tonic Jack Warner CHICAGO—Attendance at fine pictures during the past 12 months has "breathed new life into the film industry," declared Jack L. Warner, executive producer for Warner Bros., in a message read to the sales conference which opened at the Blackstone hotel May 1. It was the third and last of a series of regional conferences. "Recent boxoffice records have proved conclusively that no competitive form of entertainment can match the motion picture." Warner asserted. "And we intend to apply oiu-selves vigorously to a continuing production program that will set the pace for the entertainment world. "We have learned that nothing can be so fatal as sitting and waiting for the future. We have learned not to go on the defensive, but rather we have stretched forward to meet the future with dynamic new production efforts and aggressive new showmanship." HAVE 47 OTHER PROPERTIES In addition to the films now shooting on studio stages, the studio has a group of 47 other properties from which the 1952 program will be completed, Warner informed the sales forces. This schedule will be modified to take fullest advantage of the entertainment situation as it may develop. A flexible pool of production po.ssibiUties has always been a studio pohcy, he added, on the theory that it is the duty of the modern picture-maker to keep careful guard not only on the literary market, but on the public's changing tastes. Warner made indirect reference to television competition by saying: "Recently the motion picture industry has done a commendable job of taking people out of their houses and into the theatres. We are determined to go on showing every moviegoer that he can always get his money's worth at the motion picture theatre." The forthcoming .schedule, he said, covers a variety of entertainment from musical comedy to adventure drama, and a "considerable portion win be filmed either in the new WarnerColor or Technicolor." "We are driving ahead with a no-emptyseat policy. " he emphasized. "And we are calling on the energetic cooperation of the exhibitor to continue .selling the product to his patrons with the kind of enthusiasm that has characterized the marketing of recent hits." Warner listed films now In production as follows: "The Iron Mistress," Technicolor drama starring Alan Ladd and Virginia Mayo, directed by Gordon Douglas and produced by Henry Blanke; "April in Paris." a Technicolor musical comedy starring Doris Day and Ray Bolger, directed by David Butler and produced by William Jacobs; "Top Secret," with a cast headed by Cornel Wilde, Steve Cochran, Phyllis Thaxter and Karl Maiden, directed by Lewis Seller and produced by Henry Blanke, and "Springfield Rifle," in WarnerColor, starring Gary Cooper, directed by Andre De Toth and produced by Louis Edelman. Decca Head to London NEW YORK—Milton R. Rackmil. president of Decca Records, controlling .stockholder in Universal, left by plane over the May 3 weekend for London for talks with J. Arthur Bank and John Davis regarding the po.ssible Decca- Universal merger. It will be the first meeting between Rackmil and Rank, who holds 11 per cent of Universal outstanding stock and option warrants. Rackmil's previous dealings with the Rank interests have been with Robert S. Benjamin, president of the Rank organization in the U.S. Realart 5th Anniversary $3,525 Prize Contest NEW YORK—Realart Pictures will hold a prize money and booking bonus drive contest, starting the week ending May 3 and continuing through September 6, in celebration of its fifth anniversary. The prize money, which will total $3,525. will be paid as follows: First prize, $1,000; second prize, $750: third prize, $500; fourth prize. $250: fifth prize, $150, and five consolation prizes at $100 each and five consolation prizes at $75 each. The five SlOO prizes will be paid to exchanges that rank sixth, seventh, eighth, ninth and tenth and the five $75 prizes will be paid to exchanges that rank from nth to 15th. In addition to the prize money award, there will be a booking bonus award payable to each franchise holder, based upon each exchange territory exceeding the particular quota that has been established for each office. The two big horror reissues, "Frankenstein," starring Boris Karloff. and "Dracula," starring Bela Lugosi, and two Technicolor pictures, "Canyon Passage" and "Frontier Gal," will be released during the Realart drive psriod. WASHINGTON LEADERS AT PREMIERE When Paramount held a premiere of "My Son John" at the Motion Picture Ass'n theatre in Washington last week, many government leaders were present. Here, Mrs. Alben Barkley, wife of the vice-president, is greeting Barney Balaban. president of Paramount, as she and the vice-president arrived. Next to Balaban Is Mrs. Eric Johnston, wife of the MPAA president who is shown at the right. BOXOFFICE :: May 3, 1952 17
Page 1 and 2: I !|i # Vorierir Clubt Intcrnoliono
Page 3 and 4: TRADE FRBSS Cte^ \\ * tYONO ft UtVI
Page 5 and 6: RUTH I PICERNI RICHARO WEBB • •
Page 7 and 8: i Wishington I , BEN i lAMES I I Pu
Page 9 and 10: JOHNSTON SEES INDUSTRY DUE FOR NEW
Page 11 and 12: DP CITATION WON BY DAYTON TENT /ARI
Page 13 and 14: j ste&aca^ MAY REtEASE DEADLINE-U.S
Page 15: wing ii'me! HE'S GOING PLACES IN CO
Page 19 and 20: B FECIAL , e;/ice for xibitors.. TH
Page 21 and 22: Bfetiifeen the Sea and the Sierras
Page 23 and 24: In the Newsreels Movietone News, No
Page 25 and 26: n^RSi 11! Peak As A 1 T T i 1 D YOU
Page 27 and 28: YOOR P/CWRBS/ fg^^uT^^^ ^^tk ^ WITH
Page 29 and 30: The audience walked out! In the las
Page 31 and 32: CHESTER FRIEDMAN EDITOR HUGH E. FRA
Page 33 and 34: EYE APPEAL IN LOBBY DISPLAYS DOWN I
Page 35 and 36: ) Merchants Gel Proof That Theatres
Page 37 and 38: Brandt, Weisman Keep Trans-Lux Cont
Page 39 and 40: WB) B. B. Kreisler Heads Foreign Fi
Page 41 and 42: . . Morris . . Tent PHILADELPHIA Be
Page 43 and 44: . . Grand . . The WEST VIRGINIA At
Page 45 and 46: . . . Lewis outdoor rally arranged
Page 47 and 48: . . The B ALT I MORE Maryland MPTO
Page 49 and 50: t Hollywood NEWS AND VIEWS THE PROD
Page 51 and 52: . . . because . Appeal Jarrico Case
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Page 55 and 56: . . . Nate . . . Mr. . . . Among .
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Page 59 and 60: I Third Warner Meeting Convenes in
Page 61 and 62: Convention on Train Plans Under Way
Page 63 and 64: Film Industry Blood Bank Establishe
Page 65 and 66: 1,400-Seat Plaza Theatre Opens in M
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Premiere Carbine' Twice for Crowds
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I BOXOFnCE PEEN" YOUR LDQUARTERS T
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HARRY HART By pRED McLENDON and Al
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U Hoblitzelle to Get Good Citizen H
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Tent 17 Distributes Tickets for Der
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. . . Corpus M. J. Mullin Receives
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'Convertible' Theatre Started at Un
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NORTH CENTRAL ASS'N INVITES COOPERA
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. . Arden MILWAUKEE TTnivcrsal and
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. . Reno MINNEAPOLIS . . Four drive
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. . . Frank . . Roy . . Sam OMAHA
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'HOW TO IMPROVE BUSINESS/ THEME OF
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. . Junior . . Bob . . . . Disney's
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I light . . Waller Norris Named Bul
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. . With he came here seven years a
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LYNN f*lem L. McCann, Lynn's younst
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. . State . . The . . Rubin . . Mrs
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Seek Formula for Maritimes Drive-In
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. . The Only Two Pictures Rejected
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profit picture! X-.^J," i i Just as
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Mq\% Any Other (Z^nlea/tUu Consider
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The Accent is on Comfort at the New
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LUXURY HOUSE • For Shopping Cente
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LUXURY HOUSE • For Shopping Cente
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USE SCREEN TO PROMOTE SALES Continu
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REFRESHMENT SERVICE Prominence of T
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REFRESHMENT SERVICE Research Progra
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MORE POP TO THE POUND Continued hor
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Like everybody else, he's kept an a
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REFRESHMENT SERVICE Check the Smoki
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REFRESHMENT SERVICE Many Theatres M
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HI AVE a motor directly to the carb
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The i^onara tu la tionS '9 to HARRY
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IT'S A PLEASURE TO PLAY A PART IN P
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32 The MODERN THEATRE SECTION
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These views 0/ production processes
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Anniversary of Harry Strong and the
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j MEMOIRS OF PROGRESS Continued fro
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j j PROJECTION AND SOUND Change You
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SNAPIJTB USERS CHECK YOUR OIL? Cont
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CHECK YOUR OIL? Continued from page
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A cleanup campaign must precede a g
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MANUAL OF PREVENTIVE MAINTENANCE Co
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^ Exhibitors Should Strive to Win G
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You Can't Buy A GOOD Rectifier for
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A Manual of Drive-In Design and Ope
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c e i t, BALLANTYNE'S Completely Pr
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DRAW CROWDS WITH FIREWORKS! DRIVE-I
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READERS' BUREAU For literature on p
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RCA'S Comprehensive As on adjunct t
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ARE YOU COVERED? An Insurance Execu
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Removable Film Trap Door P-894 Aids
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KROEHIER Easy ^'"'"^ "^ office! "l^
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PICTURES UNSTEADY 9 No. E-78L Remov
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J. Robert Hoff, president of the Th
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advance was | I The EXHIBITOR HAS H
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Good; REVIEW DIGEST Very Good; ' '
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I I Retreat, D. . FEATURE fe I I I
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Your projectors . . . your sound sy
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Boxoffice-May.03.1952

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