JUNE

Milton Odems Host Northwest Theatre
People at Redmond Drive-In Opening
REDMOND, ORE.—Mr. and Mrs. Milton L.
Odem played host to a "who's who" of the
northwest picture business at the recent
opening of their new Odem-Medo Drive-In.
Here for the opening and the northwest premiere
of Paramount's "Aaron Sliclt Fiom
Punkin Criclc" were the following:
Bill Graeper and his family from Portland,
where he owns the Egyptian Theatre, and
the Motor View Drive-In at Coos Bay; Mr.
and Mrs. Bob McKevett of Oceanlake, who
own theatres at Oceanlake, Newport and
Taft: Jack Lovett, manager of Oregon Theatres
Cooperative; Phil Blake, manager of
Northwest Automatic Candy Co.; Bob Kirt.
salesman; Wayne Tlieriot. Paramount Portland
manager; Pete Peterson, manager of
Modern Theatre Supply Co., Portland ;
James
Beale, Portland Columbia manager; Gene and
Mrs. Engelman, RKO, Portland; Mr. and
Mrs. Pete Jones, Bend Theatres; Mi-, and
Mrs. B. A. Stover, former owners of the
theatres in Bend, and Ken Piercy, Prineville
theatreman. The Charles Carrs of Lewiston,
Ida., and their son Jack, just back from
Korea, were also here.
A capacity crowd attended the opening despite
an early evening shower. Manager Ray
Benscoter joined the owners in the welcoming
line. All youngsters received free popcorn,
the women were presented rosebuds and the
men got cigars. In addition, a souvenir pencil
with the opening date was given every patron.
Ray Spurline of Tacoma supervised the
construction and flew in on United Airlines
for the final touches. Red cinders were used
to surface the ramps, which were treated with
dirt-laying oil and then rolled, Benscoter said.
The theatre, which is south of Redmond on
97, accommodates 340 cars. The ramps are
graded progressively steeper and were done
by eye by Clarence Shaw of the contracting
firm. When they were checked with a level,
he was only one-half inch off.
Every effort w'as made to tie in the theatre
with its central Oregon setting. The concession
and projection building and boxoffice
are faced with pine logs. Carrying out the
scenic motif, even the RCA speaker posts are
made from juniper. The 12 '^ acres are partially
surrounded by a stained board fence
built in rustic fashion. "Moonglow" lighting
is created by three sets of floodlights on top
of the projection building.
Mr. and Mrs. Odem have been in the theatre
field for 23 years, coming to Redmond
just after their mairiage to purchase the old
Hiway Theatre. They changed its name to
the Mayfair and later opened the Odem. With
the opening of the new Odem-Medo, the Mayfair
will be closed during the summer. The
Odems had planned a drive-in for some time
and most of the equipment was on hand for
nearly a yeai\
City Officials Offer Land
In Trade for Theatre Use
NORTH BEND, ORE.—As a follow-up to
the recent story in BOXOFFICE about the
problems of Stan and Foster McSwain of the
Jones theatre firm here In getting approval
for a new theatre, the latest word is that
the city council has agreed to lend its support
to the movement in return for the use
of the new theatre as an auditorium six
nights a year for school and civic programs.
The McSwains said some kind of an arrangement
could certainly be worked out
when they build their new 1,000 seat theatre
on property which they purchased from the
city next to the city haU. The council proposed
to put in writing an offer to trade five
feet of property at the back of the lot for the
auditorium privilege. Stan McSwain said that
the Egyptian Theatre in Coos Bay is used by
The showmen had already of-
service clubs.
fered to pay $500 for the additional real estate.
Not in Clovis, N. M.
CLOVIS, N. M.—E. R. Hardwick of the
State, Lyceum, Mesa and Yucca Drive-In
theatres here points out an error in a recent
article reporting the return of Mr. and Mrs.
Bradley Fish to "Clovis, N. M.," as owner of
the Clovis Theatre. The story referred to the
California city named Clovis, not the wellknown
New Mexico town. The Pishes repurchased
the theatre from Barney Gurnette.
Hardwick recalls he knew H. Bradley Fish
when he was connected with Sam Goldwyn
Productions in Denver "about 30 years ago."
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Half of TV Sel Owners
Are Daily Viewers
LOS ANGELES—Sixty per cent of western
states televLsion set owners report "they
hardly ever go to the movies as a family
group," while 50 per cent of them admit that
they watch video every day. That goes for
those owners who responded in the most recent
"Tele-Census" conducted by Los Angeles'
Woodbury college, under the supervision
of Professor Hal Evry. It is the seventh of
such cross sections compiled by Woodbury
and this one, for the first time, tapped the
areas covered by Salt Lake City and Phoenix,
in addition to the west coast cities blanketed
by earlier polls. The Woodbury periodical
survey has come to be accepted in these parts
as one of the more authentic look-sees into
video trends and habits.
Other data revealed by the latest poll:
Favorite TV shows: "I Love Lucy," wrestling
and Red Skelton in that order.
When their TV set breaks down, 41 per
cent turn on radio, 19 per cent read, 6
per cent watch their neighbor's TV and 5
per cent go to the movies. Other answers include,
from facetious respondents, "go to
bed, go crazy and commit suicide."
Sixty-one per cent feel that statioris should
be responsible for the moral standards of TV
programs.
The chief family problem caused by TV is
program selection. Other problems include
bedtime, studies and entertaining. Fortyeight
per cent report that TV causes no family
problem of any kind.
To the question, "which educational course
on TV would interest you most, 24 per cent
answered "music." Psychology, home economics,
art, civics and English were also
mentioned. Seven per cent weren't interested
in any course via TV.
They would definitely not pay a $1 per
person at a movie theatre to see a telecast
of a major sports event, say 73 per cent of the
interviewees.
Yet 55 per cent are willing to pay a $1
per person to see a major sport event on their
home TV if not otherwise available.
Handling commercials is the key to improved
television programs say 25 per cent
of the nation's TV editors who were polled in
a special study. Also mentioned were: Subscription
TV 17 per cent, writing 13 per cent,
live shows 13 per cent, film shows 10 per
cent, remote shows 10 per cent, censorship
9 per cent, more outlets 2 per cent, and public
education 2 per cent.
Norman Loveless to RKO
HOLLYWOOD—Norman Loveless has been
assigned resident counsel in the RKO studious
legal department. He replaces Peter Knecht,
whose elevation to executive assistant to Ross
Hastings, executive in charge of contract negotiations
and administration, was announced
recently by studio head C. J. Tevlin. Loveless
will function under Sidney Lipsitch, head of
the studio legal department.
THEATRE
STREET ADDRESS
TOWN
NAME
STATE
POSITION
Avert Las Animas Fire
LAS ANIMAS, COLO.—Firemen snuffed a
blaze at the rear of the Ritz recently Just as
it was getting started. If it had had another
five minutes' start, it might have turned the
theatre into rubble a second time. The house
burned down 12 years ago. Eugene Kemper
is the manager of the Rltz.
58
BOXOFFICE :: June 28, 1952