Boxoffice-December.20.1952

boxofficepro

launch Feldmon annivertary drive. L to R— Edword Muhl, vice preiident, Alfred DoH, eiecutive vicepretidtnt; Milton Rockmil,

'let Feldmon, lolei monoger, William Goeti, produclion chief, David Lipton, odvertiiing publicity director Story on Page 31.

t

Issue

. . .

10 motion

tirtvttf *> ucn4-tlui Htttr tl lk« P«l Olflc* (I Kwut

NATIONAL EXECUTIVE EDITION

Including trie Snttonal Nfws Pacts of All EditKMit

DECEMBER 20, 1952


MGM'

Women decide the picture "to see"

SELL THE WOME

AND YOU SELL

THE TICKETS!

M-G-M presents "ABOVE AND BF.YOND' starring Robert Taylor • Eleanor Parker • with James

Whitmore • Marilyn Erskirie • Screen play by Aleltin Frank, Norman Panama and Beirne Lay, Jr.

b>iory by Beirne Lay, Jr.

• Produced and Directed by Melvin Frank and Norman Panama


COSMOUUUN

Co\umn'»st

Syn

dica^ed

HEDDA HOPPER

Syndicated Columnist

mm.

Snm/IH GRAHAM

Syndicated Columnist

LADIES OF THE

PRESS SAY GO!

Women editors, writers, columnists

with countless millions of circulation,

urge America to see M-G-M's

"ABOVE AND BEYOND'

"M-G-Ms ABOVE AND BEYOND' is a love story with

tenderness and heartbreak. Ladies, take a couple of hankies

with you. You'll need them."

— Hedda Hopper, SYNDICATED COLUMNIST

""Picture of the Month' ... a love story no woman will ever

forget."

— Louella Parsons, COSMOPOLITAN

"Thrilling and spectacular, but above and beyond that is its

exciting love story.

Certain Academy Award Winner."

— Sheilah Graham, SYNDICATED COLUMNIST

"Spine-tingling experience ... its excitement is the warm

emotional impact."

— Ruth Harbert, Motion Picture Editor, GOOD HOUSEKEEPING

"Will fascinate both men and women. Thrilling and moving."

— Florence Somers, Feature Editor, REDBOOK

"Intensely interesting and very moving."

— Elizabeth Madeira, Fashion Editor, WOMAN'S HOME COMPANION

"An extraordinary picture. The love interest is very real.

Every woman should see it."

— Dorothy Wheelock, Theatre Editor, HARPER'S BAZAAR

"Not just for women, but for everyone."

— Allene Talmey, Feature Editor, VOGUE

"A wonderful, modern love story dramatizing sharply the

emotional problems of our times."

—Eleanor Stierham, Fiction Editor, TODAY'S WOMAN

"A thrilling experience. Women who have sacrificed for the

man they love will understand."

—Vivien Todrin, Production Editor, BETTER LIVING

And more every day!

ITS FAME WILL GROW AND GROW!


THE NENA/^

LANDMARH

>f

WARNER BROS'. JUB||T

TECHNICOLO

COLOR BY

STARRING

\M sr»i;


MOTION PICTURES!

^

^f

T PRODUCTION OF

(*&

EOOUiOCK-mROPRAN/ lOM MY •/![[)(»• AM JOSm-HMiOGORDOi^

L*V BY

IS

BASED ON

THE PUAV BY

NUMBERS STAGED AND DIRECTED BY LEROY PRINZ

PRODUCED BY

\m\

DIRECTED BY

MICHAFI CIIRTI7


1,1 «,•.//,/ /'///--,

HAPPENED

AGAIN

...and it's called

It's

the same kind of MIRACLE

you found in

*MIRACLE ON 34th STREET,

SITTING PRETTY and

COME TO THE STABLE.

A MIRACLE of laughter, tenderness

and joy . . . that will fill your

theater with the warm, wonderful

glow of success and pride!

Soon the whole

industry will be

3^

talking about it!

\

THERE'S NO BUSINESS LIKE

h CENTURY- FOX BUSINI


(OSli

I Otnctt:

; Ita

: 282

; TTie

/^^e of i/ie "l/Mian 7^iyu7e //idtiSli^

T

NATIONAL FILM WEEKLY

llbhtd

)EN

in Nine Sectional Editiont

lor-in-Chief

SH L Y E N

and Publisher

NEVER-ENDING TASK

M. JERAULD Editor

HAN COHEN. .Executive Editor

: SHLYEN. . . .Monoging Editor

Vl SPEAR Western Editor

t

THATCHER. .Equipment Editor

U^ 6. TINSLEY. Advertising Mgr-

ta

I

'uUbhcd Every Soturday by

;SSOCIATED PUBLICATIONS

JtllM OfflcM: 8'29 V.nn Brunt Bllle>.'i the tax repeal campaign had much

to flo with tin- high exhibitor interest in COMPO

at this time. Nevertheless that do«^ not minimize

the importance of having an industry organization

that can coordinate and strongly represent.

as a single unit, all of the industry's various

segments. It is lo be hoped that this realization

will prevail when there is not s


I

HUGHES IS BACK AT CONTROLS H^

AS CHAIRMAN OF RKO'S BOARD 8(i

HOLLYWOOD—That Howard Hughes,

who until three months ago held the controlling

interest in the company, will again

play an active part in guiding the destinies

of RKO Radio was affirmed on Wednesday

(17) when he was elected chairman of the

board. The selection of other new officers,

including a president, and the naming of a

production executive were momentarily

expected.

OTHER OFFICERS NAMED

At the same board meeting. A. D. Simpson,

vice-chairman of the National Bank of Commerce

of Houston, joined the directorate as a

replacement for Maurice H. Bent, previously

and apparently erroneously announced as a

board member. The directors now comprise

Hughes, Simpson, Noah Dietrich,, executive

vice-president and a director of the Hughes

Tool Co.; J. Miller Walker, for 21 years an

employe of RKO in such capacities as vicepresident

and general counsel, and Edward

G. Burke jr., only member of the new directorate

who is associated with the Ralph Stolkin

Syndicate, which recently acquired control

of the company. Earlier, the board accepted

the resignation of Sherrill C. Corwin.

coast exhibitor, as an officer and director.

Meantime litigation involving the company's

corporate affairs continued to crop up

with the filing of a minority stockholders'

suit in federal district court here, the action

being a duplicate of a recent action lodged

in New York requesting a temporary receivership

from the firm.

After the reconstitution of the directorate,

statements were issued by Hughes, Stolkin

and Ned E. Depinet, former RKO president.

Hughes reviewed the series of meetings between

himself and the Stolkin group, which

he said was initiated by Stolkin because

Hughes has a "continuing financial interest

of very large magnitude" in the company.

RE-EMPHASIZES CONFIDENCE

Stolkin, re-emphasizing his "confidence" in

the RKO investment and his "sincere feeling

of responsibility toward the company and the

other stockholders," declared himself confident

that the men elected to the board

"will immediately focus their attention and

effort upon the revitalization of RKO," and

will "effect the necessary economies and expansions

consistent with .sound business management."

Depinet, before his recent departure for

New York, confirmed reports that Hughes

had asked him to return to the RKO board

and resume the presidency of the company,

and declared that "due to existing circumstances"

it was his "considered decision that

it would serve no useful purpose for me to

re-enter the management of RKO at this

time." He declared him.self sure that Hughes

will "do whatever is necessary to give RKO

good management and I hope with all my

heart that he succeeds."

The new board, since Its selection, has held

two meetings, but at midweek had not reached

any definite conclusions relating to the

.selection of officers and/or production heads.

The minority stockholders' suit was brought

Speculate on How Active

Role Hughes Will Take

NEW YORK—How active

Howard Hughes

intends to be in the management of RKO

Pictures and for how long continued to be a

topic of speculation during the week.

It is pretty generally understood that Ralph

Stolkin and his associates want to get rid of

the 1,013,420 shares for which they agreed

to pay $7 per share over a period of two

years. Its a problem with the stock selling

for less than $4 per share on the market.

As a solid block it is a controlling interest.

For this reason the purchasers agreed that

any decision to sell would have to be unanimous.

Early last week Sherrill Corwin, Los

Angeles theatre man, who was one of the

group, resigned as acting chairman of the

board and also as a member of the board

and it is reported that he has been released

from the agreement not to sell.

The time of Corwin's resignation—Friday

(12)—after three weeks of off and on conversation

with Hughes it was announced that

the new board had been named.

About the time that this took place Ned

E. Depinet, who had refused to return to the

presidency unless he was given full control,

returned to New York, and Hughes sent for

Charles Boasberg, who was named general

sales manager a few days after Stolkin and

his associates took over. He was still on the

coast late in the week.

In the meantime the stockholders suit for

a receivership and an accounting of the $3,-

000,000 profit Hughes is supposed to have

made in the stock transfer took a new turn.

The case was first filed in the New York

supreme court, a state tribunal, in behalf of

on behalf of Eli B. and Marion V. Castleman

and Louis Feuerman, and charges that Hughes

should be required to repay some $1,296,000

which he expended for various items and

which .sum allegedly is not recoverable by

RKO. The action also asks that Hughes be

required to pay the company for any damages

suffered during his stewardship.

Correction

"The Greatest Show on Earth" (Para)

is a 1952-,53 release, therefore, it should

not have been included in the rating; of

top hits among feature releases for the

19.51-52 season, as reported in BOX-

OFFICE, Dec. 6, 1952.

Prereleased early this year, the Cecil

B. DeMille production is now in general

release. In its advance runs it scored a

high g;rossing mark and, based on current

showings, Paramount executives expect it

to be their bi|;f;est money-maiter.

HOWARD HUGHES

Back in

RKO Control

two stockholders. During the first hearings

which resulted in two postponements, anj

RKO attorney questioned whether the court

had the power to appoint a receiver who could

function outside of the state of New York.

To meet this question, apparently, another

suit was filed this week in federal court in

Los Angeles.

Eric Johnston Has No Plan

For Retiring, Say Aides

NEW YORK— Ei-ic

Johnston doesn't inten(

to retire from the presidency of the Motloi

Picture Ass'n and has no plans for taki:

another government post, according to un

official word issued in his behalf from thei

MPAA offices.

The report that he might retire originated

in Er.skine Johnson's syndicated column inj

the Scripps-Howard papers. Johnson saldi

George Murphy was being groomed to take!

over the MPAA presidency as his "diplomacyi

missions for Hollywood have far over-,

shadowed his acting career during the last

few years. Mr. Johnston, it's said, is eager

to step down as movie czar." i

This appeared in print on the same day

that Johnston visited President-elect Eisenhower

at his Hotel Commodore headquarters,

and speculation became widespread.

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BOXOFFICE :; December 20, 1962

.CE


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without

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'CARMEN' NO B. O. SENSATION

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BUT STIRS HOPE FOR FUTURE

Exhibitors View Opera as

One Way to Make TV Use

Profitable on Screen

NEW YORK— Reports from 27 cities

1 11 1

to

which "Carmen" was televised Thursday

showed that It was something less than

a boxoffico sensation, with the exception of

Boston, Philadelphia, Chicago and Minneapolis.

In Milwaukee. Salt Lake City, Los Angeles

and Fort Lee, N. J., it stirred up enthusiasm

being a sellout.

1

|FRONT-PAGE STORIES PRINTED

a publicity-getter It was sensational

ieverywhere, with stories starting on front

Ipages in many places, followed by editorial

'comment and expressions of conflicting opinions

by columnists.

This angle as much as any other Interested

[

jtheatre operators who have been casting about

trying

to find novelties to bring in new paroas

and bring back old ones. They all

jigreed that opera has possibilities.

It is estimated that 67,000 persons attended

the TV showings and it is also estimated that

Jie theatres' share of the take ran over

100,000.

Bad weather, Christmas shopping pres-

;ures, and lack of Interest In opera were

jlamed in those places where the showing

vas not capacity.

Theatremen generally agreed there should

le further similar attempts, with the prepara-

Uons started farther in advance so wire arrangements

can be made for more theatres

•Ut of the estimated 100 now equipped with

trge-screen TV projectors.

Chief interest in the experiment from the

'xhibltors' point of view rested on the drawis

strength of opera as a possible use for

'V installations.

REGULAR BOOKINGS SUGGESTED

Walter Reade jr., head of the Walter Reade

iTcuit, who showed "Carmen" at the St.

ames Theatre, Asbury Park, came through

ith the suggestion that theatre TV could

put on a profitable basis if regular atactions

could be booked. He suggested that

fi

pera be included among these and that the

erformances be scheduled on a seasonal

Mis, with subscriptions. He made no suggesons

as to how often opera should be iniuded.

but his idea was received with inirest

by Rudolph Bing, general manager of

le Met, and Nathan L. Halpern, president of

heatre Network Television, which set up

le arrangements for "Carmen."

John Gutman, assistant manager of the

let, said no plans had been made yet for

lother opera telecast, but added that he

id his associates were "excited" over the

isslbilities and felt that the first opera

d not "come off too badly considering that

le technique is new."

Technically the telecast was far from perct

on long shots and some criticism was

ade of the quality of sound, but opera

vers, whether critics or just ordinary fans,

enchanted.

j(](iotel"''''fc lire enchani

Opera Telecast Grosses

Big in Los Angeles

LOS ANGEXES—Mixed critical reactions

but undisputed financial succe.vi

were recorded by the precedential largescreen

theatre TV telecast of the Metropolitan

Opera's "Carmen," brought to

Warner. ' and the downtown

Orpheum Theatre here by means of Theatre

Network Television.

The two showcases grossed close to

$10,000. regarded as very good In consideration

of the fact that the program

began at 5:30 p. m.. PST, during the

height of Christmas shopping and returning

home from work traffic. Reception

was good In both houses. The performance

marked the debut of RCA theatre

TV equipment at the Hollywood.

Tj'pical of lay press comment was a

story in the Los Angeles Times which,

while criticizing the sound as "much too

large and oversize." said the quality was

"remarkably faithful." It declared the

program "was not perfect, but the wonder

of the feat was little less than breathtaking."

The Herald-Tribune editor wrote; "Certainly

a successful televising system could

revolutionize the musical life of the country,

bring opera to places out of reach of tours

and bring an appreciation of opera to audiences

who.se cultural appetites are normally

satisfied by the motion picture industry.

Some local critics tried to be funny by saying

that theatres served popcorn to the carriage

trade, but most of them discu.ssed the

matter seriously,

Wanda Hale of the New York Daily News

called It "a world-shaking event" and added

she "was happy and proud" that she saw the

show in the Guild Theatre. She is a film

critic as a rule. Like many other observers,

she thought the closeups and medium shots

were excellent, but found the long shots of

crowd scenes were badly lighted and out of

focus.

Halpern said TNT had learned and he

was sure the Metropohtan had from this effort,

and he said he was certain big improvements

could be made in quality of sound and

picture the next time.

Comment4> on the lack of color were general

The Philadelphia Inquirer wrote about "remarkably

clear pictures, often superior to

motion pictures in depth and shading" and

found camera work "generally excellent." It

noted "frequent and spontaneous applause."

The Pittsburgh Post-Gazette wrote that

•big-screen theatre television has a magnificent

prospect" and that through it opera "can

become in the U.S. the same theatre for the

masses that it is in other countries where

it is state subsidized." It said that when

color is available, "opera will find a ready

public and its producers a small but tidy

Income." There wa« crlttctom of the itt«XOFFICE

December 20. 1952


i

'PuUc ^c^nU

Trusteeship Must Continue

Of Hughes Theatre Stock

Election as board chairman of RKO Pictures

means he must leave theatre holdings

with Irving Trust under consent decree terms;

He cannot vote stock but can receive dividends

and can sell

it.

*

Report John McCarthy May

Become SIMPP Negotiator

Resigned head of MPAA foreign department

talks with Sam Goldwyn and others in

independent group, with whom he has had

frequent contacts in countries aboard.

*

Industry's Future Position

On Copyrights Uncertain

Division of opinion develops among MPAA

members because of doubt on whether international

copyright covers "acoustical works";

convention set by UNESCO for September.

Theatres Warned on Use

Of Rose Bowl Telecast

L. S. Frost of National Broadcasting Co.

informs Theatre Owners of America theatre

rights have been reserved by Pacific Coast

Intercollegiate Athletic Conference.

Spyros Skouras Due Back

From World Trip Dec. 23

Twentieth Century-Fox head reached London

Wednesday (17) from Paris and conferred

with W. J. Kupper, managing director

in Great Britain, who will come to this country

later in the month.

FCC Grants 13 TV Licenses;

157 Since Freeze Ended

Of this number, 15 are already on the air,

for a total of 123 stations actively telecasting;

new grants went to Birmingham, Ala.;

Tucson, Ariz.; West Palm Beach, Fla.; Peoria,

111.; Baton Rouge, La.; Lake Charles, La.;

Baltimore, Md.; Buffalo, N.Y.; Easton, Pa.;

Hazelton, Pa.; San Angelo, Tex.; Wichita

Falls, Tex., and Danville, Va.

*

Hearings Delayed to March 17

On Portland TV Station

FCC postpones hearings on conflicting applications

filed by Mt. Hood Radio and TV

and Pioneer Broadcasters; Ted Gamble,

exhibitor, owns 43.5 per cent of stock in

Mt. Hood.

*

Utah Court Upholds Warners

In Suit on Privacy Statute

Film company wins declaratory judgment

that consent of heirs of late Jack Donahue

was not neces.sary for his portrayal in the fictional

picture, "Look for the Silver Lining";

new legal precedent established.

Exhibitors Show Battle I

On Local Tax Fronts

NEW YORK—The industry's fight to repeal

the 20 per cent federal admissions tax

has been getting the publicity nationally,

but exhibitors on the local level have not

allowed their campaigning against city and

state ticket levies to slacken.

The fight against 10 per cent admissions

taxes in Pittsburgh and Philadelphia, particularly,

has packed a wallop—and Pennsylvania

theatremen as a body go before the

state legislature next month to ask for repeal

of the enabling act which allows cities of the

first and second class to tax anything not

already taxed by the state. This act brought

an avalanche of local admission tax ordi-

SERIOUS EFFECT ON BUSINESS

The 10 per cent municipal ticket tax, atop

the federal 20 per cent levy, has had serious

effect on film business in both Philadelphia

and Pittsburgh. Exhibitors in Httsburgh told

councilmen a week ago that the drop in business

in the steel city is 10 to 20 per cent

greater than in western Pennsylvaiiia cities

where there is no municipal admissions tax.

In both cities, exhibitors have carried the

fight for repeal directly to the council chambers.

Pittsburgh councilmen were told that

the admissions tax was a greater threat to

theatres than television. The tax has been

a major factor in the closing of 16 theatres.

In Philadelphia, exhibitors told the councilmen

that the tax also had been the big determining

factor in the closing of 64 out of 195

theatres in the five-year period in which the

tax has been in effect.

With civic budgets at a high point in both

cities, it is unlikely that councilmen will repeal

a tax which brings in a substantial sum each

year. The big fight, therefore, will be in the

state legislature where exhibitors hope to kill

off the enabling act which grants local bodjes

the right to tax theatres.

GET HELP FROM LABOR

Exhibitors in the state are getting help from

labor groups in their fight. The state AFL

federation will join with them in campaigning

against the state tax-anything act. In

Sharon, Pa., the local lATSE took a quarterpage

advertisement in the Sharon Herald to

state its opposition to a proposed 10 per cent

local ticket tax.

Active and intelligent campaigning against

admissions taxes by exhibitors pays off, as

theatremen in Niagara Falls, N. Y., found

out this month. They vigorously opposed a

5 per cent ticket tax, forced a referendum

and won an overwhelming victory. Robert

Richard Hayman, Al Pierce and Richard

Walsh were leaders in the campaign.

Some reductions have been won on the

local scene. In Kewanee, 111., the city council

sliced licensing fees in half—from 60 cents a

seat to 30 cents. Councilmen agreed that TV

and the federal admi.ssions tax had cut into

theatre profits. In Lancaster, Ohio, there

appeared to be a good chance that a local

3 per cent tax would be dropped after theatremen

appeared before the council with the

story that one Lancaster theatre had closed

and that two of the remaining four will

barely break even on their 1952 operations.

A Mass. Town to Tax

TV Sets at $4.50 Each

STOW, MASS.—The tax turns. This

community has voted an assessment of

$4.50 on each television installation as taxable

personal property. It is believed to

be the first TV set tax in the country.

The state tax commissioner says it is a

legal levy, but some controversy may come

up as TV sets may carry a household

furnishing exemption.

Texas was in the midst of a major cam]

paign, too—trying to eliminate the state ta

on tickets of 50 cents or more. The drive t

gain this legislation has been organized on

legislative district basis, with committee

functioning in each district. Luncheon an

dinner meetings are being held in each di;

trict at which the theatremen tell their stoi

to legislators from that area. It has been a

effective procedure. At each of the meetinj

exhibitors talk on such topics as "Movie Price

vs. the Cost of Uving," "The Value of tl

Small-Town Theatre to the Community

"What Taxes Do to the Theatres Today

Specific problems of distressed theatres al

are preesnted.

J. G. McCarthy Quits

In Shuffle al MPAA

NEW YORK—John G. McCarthy has n

signed as head of the International Divisic

of the Motion Picture Ass'n of America, ar

Eric Johnston, president, has taken over pe;.

sonal supervision.

This is part of a reorganization plan whic

splits the division into three geographic

parts—Europe and Africa, the Western Hem

sphere and Asia. Representatives for the si;

pervision of each will be stationed in the Ne'

York office.

Ralph D. Hetzel jr. has been put in actli

charge of the European- African desk, wil

George R. Canty as assistant.

Robert J. Corkery, who was with JolinsU

on his recent South American trip, will supe

vi.se the Western Hemisphere .section, and j|

appointment will be made soon for Asia.

G. Griffith Johnson, economist, will d]

vote his time to international affairs.

To Handle 'Lost Hours'

NEW YORK—RKO has acquired the Wes

ern Hemisphere distribution rights to "Tl

Lost Hours," British-made feature starrii

Mark Stevens and Jean Kent. A Tempei

Film production of Eros Films. Ltd.. the pi

ture was directed by David MacDonald. Gar

Marsh and John Bentley head the suppoi

ing cast.

i

10 BOXOFFICE December 20, 19


20th Century-Fox

has invested

n 00,000,000

in your

immediate

future!

i

I


e

e

e

n.

<

O

«


Trie upiliiiiaiii/ i\jiiii viiivi ^v/i iiiviwi iw^

which has made our industry greats'

you must be fortified with the kind

of attractions which will meet the

challenge of today's marketers^

our plans are based on a roster of

properties encompassing the magnitude,

scope and variety to

challenge-

meet that

lYii

^.v^uDiiN KALHtL,THE PRESil

LADY, THE SNOWS OF KILIMAN

WHITE WITCH DOCTOR

EGYPTIAN, and CS. Foresfer's si

OF THE KING have a pre-sold

ence waiting.

because we have the resources, the >

win, the established technique

know-how based on showma

rs^ Technicolor productions will constitute

fully 50% of our releases during

the first six months of 1953-

experience learned in exhibitor r

and a distribution

organization

cated to the prosperity of our custo

IS6 we are bringing you big-league

Technicolor musicals like CALL ME

MADAM, GENTLEMEN

PREFER

BLONDES, FARMER TAKES A WIFE,

rONIGHT WE SING and STARS AND

STRIPES

FOREVER.

fj

because as always, 20th will

back

with the strongest, most extei

advertising, publicity and exploit,

campaigns -with the superior b

of ingenuity which has always <

acterized our promotional efforts.


Sensation Of The Industry!

Ernest Hemingway's

THE SNOWS OF

KILIMANJARO

Technicolor

Gregory Peck

Susan Hayward-Ava Gardner

Produced by Darryl F. Zonuck

Directed by Henry King

Super- Tension !

THE STEEL TRAP

slurring

Joseph Gotten ondTeresa Wright

Written & Directed by Andrew Stone

A Berl E. Friedlob Producliort

Releoied by 20lh Century-Fox

The Fabidous Guys And TJieir Gals!

Damon Runyon's

. "BLOODHOUNDS

^ OF BROADWAY'

Y*

,tomng

' '

Mitzi Gaynor • Scott Brady

Produced by George Jessel

Directed by Harmon Jones

The High -Water

Mark In Suspense!

NIAGARA

Technicolor

storring

Marilyn Monroe •

Joseph Cotter

Jean Peters

Produced by Charles Brackelt

Directed by Henry Hathaway

The Big Musical About

The Bad Girl Of Shoiv Business

THE I DON'T

CARE GIRL

Technico/or

.lomng Mitzi Gaynor

David Wayne

Oscar Levant

Produced by George Jessel

Directed by Lloyd Bacon

3 Years In The Making!

Tens Of Thousands In The Cast!

THE

THIEF OF VENICE'

J

Maria Montez

Paul Christian

A Robert Hoggiag Production

Released by 20th Century-Fox

The Box-Office

Lift Of Your Life!

TAXI

starring

Dan Dailey

Constance Smith

Produced by Samuel G. Engel

Directed by Gregory Ratoff

The Last Flaming Days Of

The Cree Rebellion

''PONY SOLDIER"

Technico/or

ilarrirtg

Tyrone Power

^B^ with Cameron AUIchall and Thomas Gomez

Produced

"W s by Samuel

A?^7 G. Engel

Directed by Joseph M. Newman

(a xl^.

M

SUSAN HAYWARD

CHARLTON HESTON

in

IRVING STONE'S Best-Seller

THE PRESIDENT'S

LADY"

with FAY BAINTER

Produced by SOL C. SIEGEL

Directed by HENRY LEVIN

From Ihe Novel by Irving Stone

The Celebrated

Collier Magazine Story!

DESTINATION GOBI'

Technicolor

RICHARD°WIDMARK

DON TAYLOR

Produced by Stonley Rubin

Directed by Robert Wise

RICHARD BURTON ,.

THE DESERT RATS

co..,o,rlng

JAMES MASON As Rommel

ROBERT NEWTON

Produced by Robert Jacks • Directed by Robert Wise

Youll Be Delighted To meet...

THE

GIRL NEXT DOOR

Technicolor

Dan DoileyJune Haver

* Dennis Day

Produced by Robert Bossier

.torring

._^a

Directed by Richard Sale


!

The Greatest Musical Show On Earth

John Philip

Sousa's

STARS AND

STRIPES FOREVER

Technicolor

IIFTON WEBB • DEBRA PAGET • ROBERT WAGNER

Ruth Hussey

Produced by Lomor Trotti

Directed by Henry Koster

The All-Timc. All-Star Musical Smash!

Irving Berlin's

"CALL ME MADAM

Technicolor

,i„g Ethel Merman -Donald O'Connor

Vera-Ellen- George Sanders

Music and Lyrics by irvlng BeHin

Produced by Sol C. Siegel

Directed by Walter Lang

m

Over 31,000.000 Readers

Arc Waiting To See

OLIVIA de HAVILLAND

in Dophne du Maurier's

MY

COUSIN RACHEL

RICHARD BURTON

Produced by Nunnolly Johnson

Directed by Henry Koster

>ior,i.g

World Premiere Soon...

Radio City Music Hall

TONIGHT

WE SING

rechnicofor

EZIO PINZA- ROBERTA PETERS

TAMARA TOUMANOVA

f ANNE BANCROFT- ISAAC STERN

^.J BYRON PALMER •»:.'.•., JAN PEERCE

^ Produced by George Jessel

\j J

DAVID V^AYNE

Directed by Mitchell Leisen

The Musical That's

Bustin'Out All Over!

IHE FARMER

IVKES A WIFE

Technicolor

itorring

BETTY GRABLE DALE ROBERTSON

*

rielma Ritter ' John Carroll

Produced by Frank P. Rosenberg

Directed by Henry Levin

F'cr ^e Sioge Ploy by Fraok B Elier ond Mofc Connelly

^ Boi'^ or, the Novel"Rome Houl" by Waller D. Edmondi

The Strangest Adventure

The Screen Has Ever Seen!

"TREASURE of the

GOLDEN CONDOR

Technicolor

starring

Comel Wllcle

Constance Smith

Produced by Jules Buck

Directed by Delmer Daves

Bated on a Novel by Editon Mantiall

The Glory And The Fury

Of The West!

THE SILVER WHIP

Dale Robertson

Rory Calhoun

Robert Wagner

Produced by

Robert Bossier and Michael Abel

Directed by Harmon Jones

Her Greatest Smash Since

"Duel In The Sun"!

JENNIFER JONES

CHARLTON HESTON

KARL MALDEN

"RUBY

GENTRY"

Directed by King Vidor

A Bernhard-Vidor Presentation

Released by 20th Century-Fox

BETTE DAVIS

Brings A Woman's Heart And Soul To

THE STAR

co-ilorring

STERLING HAYDEN

Produced by Bert E. Friedlob

Directed by Stuorl Helsler

A Be>r E

Ffiedlob Pfodwclior)

Releoied through 20th Cefdury-Fox

Timely... Taut...

And Packed With TNT!

MAN ON

A TIGHTROPE

ilorring

Fredric March Gloria Grahame

Terry •

Moore Cameron Mitchell

Adolphe Menjou

^^

±y Produced by Robert Jacks

Directed by Elia Kazan

It

Will Steal Your Heart!

MY PAL GUS"

Slorring

Richard Widmark

Joanne Dru

_. Audrey Totter

vl George (Foghorn) Winslow

:")^^5^;

K^>i>

Produced by Stanley Rubin

Directed by Robert Parrish

The Screen^s Big Tropical Musical! \

DOWN AMONG

THE SHELTERING

PALMS

Technicolor

tarring Willjam Lundlgon • Jane Greer- Mitzi

Goynor-David Wayne-Gloria De Haven

Produced by Fred Kohlmor

Directed by Edmund Goulding


ecause world acclaimed best-sellers

like

MY COUSIN RACHEL, THE PRESIDENT'S

LADY, THE SNOWS OF KILIMANJARO,

WHITE WITCH DOCTOR, THE

EGYPTIAN, and CS. Forester's SAILOR

OF THE KING have a pre-sold audience

>A^aiting.

because we have the resources, the will to

win, the established technique and

know-how based on showmanship

experience learned in exhibitor ranks,

and a distribution organization dedicated

to the prosperity of our customers.

L./.

because as always, 20th will

back you

with the strongest, most extensive

advertising, publicity and exploitation

campaigns— with the superior brand

of ingenuity which has always choral

acterized our promotional efforts.

ATTRA^nipS INN 2Qt H

4Q HISTORY!

CiMTiiBV.crty


•»••••••

»

because world acclaimed best-sellers

like

MY COUSIN RACHEL, THE PRESIDENT'S

LADYJHE SNOWS OF KILIMANJARO,

WHITE WITCH DOCTOR, THE

EGYPTIAN, and CS. Forester's SAILOR

OF THE KING have a pre-sold audience

waiting.

because we have the resources, the will to

win, the established technique and

know-how based on showmanship

experience learned in exhibitor ranks,

and a distribution organization dedicated

to the prosperity of our customers.

because as always, 20th will

with the

HIT ATTRAi

back you

strongest, most extensive

advertising, publicity and exploitation

campaigns -with the superior brand

of ingenuity which has always characterized

our promotional efforts.

IN

• ••••*

CiNTURY-FOX

..and watch Jot..

Produced by

FRANK ROSS

DIrecfed by

HENRY KOSTER

Screenplay by

PHILIP DUNNE

a * A

lioxorncE December 20, 1952

HISTORY!

now in production

color by Technicolor

IT WILL BE

THE GREATEST

BOXOFFICE

ATTRACTION

OF ALL TIME!

There's No Business Like ^Qth Century-Fox Business!

j


I

I

theatre

I

$33 MILLION IN DAMAGES ASKED

IN 19 suns FILED SINCE OCT. I

From $50,000 to $1 1.895.000

In Antitrust Verdicts

Sought in Courts

NEW YORK—AllhouKh aibllrallon of

Industry disputes has been a major trade

topic of the season, there has been no apparent

letup on antitrust suits in the closing

quarter of the year. Since October 1,

19 suits have been filed asking a total of

nearly $33,000,000.

The litigation reached into every section of

the country, and brought out some new

angles on which exhibitors are .seeking re-

(Iress in court. Whereas virtually all antitrust

suits immediately following the Supreme

Court decision involved illegal trade practices

In previous years, many of the new suits are

based on alleged violations of trade practices

set up in the consent decree or practices

established by the majors in an effort to

carry out the court orders.

SEEK METROPOLITAN BREAKUP

In several instances, exhibitors in .small

towns included geographically in metropolitan

areas are suing for the right to play day-anddate

with first run theatres in the metropolitan

center. First runs in Boston are among

those involved in a $1,500,000 suit filed by

the Lendonsol Amu.sement Co., operator of

the Adams Theatre in Quincy. The company

contends that it has been denied the right to

bid for day-and-date first runs, and is suing

the majors. B&Q. New England Theatres and

American Theatres circuits.

The Boston area clearance system also is

attacked in a suit filed by the Park Theatre

In nearby Walpole. The Park Neponset Corp..

operators of the theatre, is asking for $1,000.-

000 in damages from the majors. Phil Smith

circuit, the UPT affiliate in the area—New

England Theatres, Inc.—and American Theatres

Corp. because Boston's first runs have a

21-day clearance over the Park.

This same effort to get first runs on a dayand-date

ba.sis with first run houses in a

metropolitan center is the basis of a $2,250,000

suit filed by Harold Field and Harold Kaplan

In behalf of the St. Louis Park Tlieatre in

suburban Minneapolis. St. Louis Park is an

Independent municipality on the outskirts of

Minneapolis and has grown tremendously in

the past few years.

UNUSUAL MIAMI COMPLAINT

I

In a number of other suits, distributors are

being sued .singly along with one or more

exhibitors in product availability disputes. An

unusual argument is presented by the Colony

Theatre in Palm Beach which has brought a

$50,000 suit against 20th Century-Fox. The

contends that it can't get first runs

I

for its ".sophisticated, discriminating tourist

trade."

Kar-Vue Theatres, Inc., which operates

four Colorado drive-in theatres, is suing

United Artists becau.se it allegedly can't buy

a "proper run" of UA films. Named along

With the distributor is the Wolfberg circuit

Which, itself,

recently sued and won a verdict

in a suit against the majors.

Hearing Set for Dec. 29

On Federal 16mm Suit

HOLLYWOOD — Arguments will be

heard Monday i29i In federal dLsirlct

court on a motion (lied by attorneys

representing major company defendants

in the government's antitrust action seeking

to compel them to make 16mm prints

of their theatrical features available to

television and other competitive outlets.

Defease attorneys filed a motion requesting

Federal Judge William Byrne to

order the government to clarify Its bill

of particulars in the precedential suit,

originally filed here last July. Defendants

include 20th Century-Fox, Warners. RKO

Radio, Republic, Columbia, Screen Gems,

Universal-International, United World

Films, Films, Inc., and Pictorial Films.

In a suit filed by Mrs. Mabel Carter, who

owns a theatre under lea.se to Fox Midwest

Theatres in Sedalia. Mo., estimated earnings

to 1961 are part of the basLs for a $1,500,000

damage claim. Mrs. Carter claims that when

a Fox lease on the theatre ran out in 1940.

she attempted to operate it herself. Pox,

however, opened a theatre in competition and

Mrs. Carter alleges that .she was then unable

to get product and subsequently gave the

circuit a new lease on the house. The contract

runs to 1961, hence the introduction of

estimated earnings in the complaint.

BIG DAMAGE CLAIM IN N.Y.

The biggest damage claim filed against the

majors has a New York setting. Max Cohen,

head of the Cinema circuit, a.sks for $11,895,000

through three corporations owning and operating

the New Amsterdam Theatre, a 42nd

street subsequent run situation. He is suing

RKO. Warners. UA, Columbia, Paramount

and United Paramount Theatres because he

says he has been denied 21 -day availability

after regular Broadway runs.

Second in size to the Cohen suit was a

$6,000,000 action filed this week in Charlotte

by Allen B. Thompson and his wife. Brona,

owners of the Graham Theatre in Graham,

N. C, against the majors. Republic and United

Paramount circuit affiliates in the area. The

complaint goes back to 1930 when the Graham

played first run films. In that year, it is

alleged. North Carolina Theatres, a Wilby-

Kincey operation, took over three theatres in

nearby Burlington and obtained 14-day clearance

over the Graham Theatre as a result of

alleged acts of conspiracy by the defendants.

The situation during the quarter was comparatively

quiet in Chicago, where the court

docket is jammed with theatre antitrust suits.

The Queen Theatre filed suit for $108,000. contending

it was being forced to operate on an

83-day clearance .schedule while the Chicago

Rena Corp.. operator of the Lawndale Theatre,

sued for $225,000 damages against six

majors, the B&K circuit and the 20th-century

Tlieatre which is operated by Jack

Klrsch, head of Allied Theatres of Illinois.

Other suits (lied during the quarter Included

:

Indianapolis— ZarlnR Theatre v». LoeWs

and Paramount (or allrRedly refustns to sell

product on name terms a.i affiliated theatres,

$300,000 damage'' atkcd

New York Nathan Stelnbers of Square

Theatre, Bronx, .wcklng Injunction and undetermined

damaRc.i on grounds the theatre

was denied a move-up In clearance with the

Pilgrim and Interboro theatre.^ of the Skouras

chain. The Square Theatre until 1950 waa

operated by the Skouras InlereaUn.

Mlnneupoll.s— Charles Rubcrvsteln and Abe

Kaplan dt Hollywood Theatre. $504,000 damages

asked on charge that Mlnne.sola Amusement

Co. competing theatre.s are receiving

preference In product.

SUITS FILED IN BOSTON

Boston- Walter E. Mitchell of the Morse

Theatre In Franklin. Ma.ss .

suing for $2,000,000

against eight majors and Republic and RKO

and UPT affiliates for alleged violation of

runs and clearance provLslons of decrees.

Boston—Herbert L. Brown of the Victoria

Theatre. Greenfield. Ma.ss., $2,000,000 damages

asked from majors and Shea circuit (or alleged

discrimination In runs and clearances.

Albuquerque—$927,000 .suit filed by Mary

Trleb of El Capltan of Roswell against Griffith

circuit and majors charging discriminatory

practices.

New York—Tower Theatre, Bronx, suing for

$1,530,000 aaglnst the Skouras theatre interests

and majors on grounds it was forced to

close because of unavailability of product.

Colorado City. Tex—Westerner Drive-In

Theatre suing Warner Bros, and five competing

exhibitors on product availability; $80,000

damages asked.

Austin. Tex—Eddie Jaseph, suing for $600.-

000 damages against six majors. Interstate

circuit and other Independent circuits on

alleged unreasonable clearance and inadequate

product granted the North AusUn

Drive-In Theatre.

Supreme Court Dismisses

Government Crescent Action

WASHINGTON—At the government's request,

the Supreme Court on Monday il5»

dismissed the pending appeal of a civil contempt

action by the Department of Justice

against the Crescent circuit for alleged violations

of its consent decree. The Supreme

Court earlier had agreed to hear argimients

in the government plea from an adverse lower

court ruling.

The DofJ in 1950 filed both clvU and

criminal contempt actions against Crescent,

four alUed circuits and three officers, charging

that the consent Judgment terminating Its

antitrust suit against the chain had been

violated. The department also asked the

federal district court in Nashville. Tenn.. to

amend the decree so as to tighten the bans

against acquisition of new theatres.

The lower court dismissed both suits, but

reserved Jurisdiction over the request for

strengthening amendments to the decree, so

that it could, if desired, act on them at a

later date.

BOXOFFICE December 20. 1952

19


FABIAN CIRCUIT WILL BECOME

ONE OF BIGGEST IN COUNTRY

Its

400 Theatres Will Be

Topped Only by United

Para, and National

NEW YORK—Acquisition of the Warner

Bros. Theatres by S. H. Fabian and Samuel

Rosen will make Fabian Theatres at least

the third largest circuit in the industry.

That represents a tremendous increase for

the Fabian interests.

Warner Bros, now has 365 theatres, but

a number of them will be disposed of in

line with the terms of the consent decree

before the transfer is made. Fabian Theatres

has 54. That will make the latter's

total about 400 properties.

United Paramount Theatres leads the field.

Leonard H. Goldenson, president, recently

predicted it would have 651 theatres when

divestiture is complete.

NATIONAL HAS 541

THEATRE

National Theatres about a year ago had

an interest in 541 houses. Of this number, 91

were definitely set for divestiture and 57

were listed for divestiture upon certain contingencies

for a total of 148. If all were divested—and

that will not be the case—the

circuit would still have 393 houses. Loew's has

126 and RKO Theatres 92.

UPT reported assets of $113,411,669 a year

ago, while the assets of National Theatres and

subsidiaries totaled $55,520,000. Tlie Warner

Bros, proxy statement sent to stockholders

prior to the annual meeting Feb. 20, 1951,

lists the capital stock and surplus pro forma

S. H. FABIAN

Theatre TV a Big Interest

before or after the effective date of the

reorganization.

Fabian again expressed delight Wednesday

over taking over the theatres. He confirmed

that Harry Kalmine, present head of the

theatres, will continue in that position. Headquarters

will be in the Fabian offices in

the Paramount building. Planning up to

this date has not included consideration of

any personnel changes.

But it was about Theatre Television that

Fabian wanted chiefly to talk. Warner Bros.

now has 13 theatres so equipped. Fabian said

he could not immediately estimate the number

of others which will be equipped, but

intimated it may be considerable. I

"You know my great interest in Theatre |

Television," he said, "and you can draw your J

own conclusions from that. I feel more

j

strongly than ever before that it has a great

future."

Fabian has been a leading industry figure

in all theatre television developments to date.

He was instrumental in forming the national

exhibitors theatre television committee which

with the Motion Picture Ass'n of American

is seeking Federal Communications Commission

approval of an industry television network

setup.

The FCC was told late in October that a

system was planned that would supply most

of the indoor theatres in nine large eastern

cities with competing programs. The cost

was put at about $60,000,000. The system

would be based on a New York to Washington

network, with programs being received in

New York, Trenton, Philadelphia, Atlantic

City, Reading, Allentown, Wilmington, Baltimore

and Washington.

Fabian's acquisition of the Warner houses

plus his known enthusiasm for Theatre Television

should strengthen the industry's case

when FCC hearings are resumed in January.

toi

of the new theatre company as of Aug. 31,

1950, as $49,730,285. The net profit of the

theatre group for the year ended Aug. 31,

1950 was listed as $6,143,341 and of the new

picture company as $4,128,316.

TRANSFER CASH ASSETS

Warner Bros, would not say Wednesday

(17) when the new theatre company will be

formed. Edward H. Hessberg, assistant secretary,

said that the date could not even be

guessed. Fabian said he expected to take

over in March 1953. The consent decree calls

for divorcement by April 4, 1953.

Warner Bros, will transfer to the new

theatre company all of its theatre assets in

the U. S. and sufficient cash and government

securities .so that the consolidated balance

sheet of the new theatre company and subsidiaries

will reflect a ratio of not less than

one and one-half to one of current assets

to current liabilities. The new theatre company

will be obligated to pay one-fourth and

the new picture company three-fourths of

any outstanding bank loan.

The new theatre company also will be liable

for lOO per cent of the amount payable for

damages, settlements and various expenses

arising from antitrust litigation and relating

to events which may have occurred before

the effective date of the reorganization in

cases where the theatres are involved and

production and distribution are not involved.

Where both are involved, the new theatre

company will a.ssume liability for 85 per cent

whether or not the litigation was begun

to

C. B. Moss, Richard Lewis

Form New TV-Radio Firm

NEW YORK—Charles B. Moss, president

of B. S. Moss Theatrical Enterprises, and

Richard Lewis, radio and television producer,

have formed Moss & Lewis, Inc., for the purpose

of creating live-action and film programs

for television and radio.

The first production will be Mickey Spillane's

"That Hammer Guy," based on mystery

novels. It will start January 6 over

Mutual at 8;30 p. m. These stories also are

to be produced as feature films.

Moss operates theatres in New York, New

Jersey, Long Island and Florida. Lewis is

director and producer of "Blind Date," "Mr.

and Mrs. North," "The Adventures of the

Falcon" and "The Amazing Mr. Malone," air

programs.

Spiegel's 'Melba' Deal on

50-50 Basis With UA

NEW YORK—Samuel Spiegel, producer of

"Melba," which United Artists will distribute

for his Horizon Pictures, will split 50-50 with

UA. The Technicolor picture was budgeted at

$1,000,000, he says, and was made in England

at what he estimates was about one-half what

it would have cost in this country.

Spiegel arrived in New York Tuesday (16)

and stopped off for UA home office conferences

and a press interview before leaving

for

the coast.

Ascap Lowers Rates

For Smaller Houses

NEW YORK—Several changes have been|

made by Ascap in its contract use of recordings

in closed and drive-in theatres as a re-l

suit of conferences with various theatre!

groups. An additional bracket to both schedules

has been made to lower fees for smaller]

drive-ins and closed theatres.

The new rates are:

Closed Theatres

Seating Capacity

Annual Rate

Up to 400 $U

401 to 800 18

801 to 1.200 24

1,201 to 1,600 36

Over 1,600 «

Drive-ins

Up to 250 cars

251 to 500 Se

501 to 7O0 «

Over 700 «

J. M. Collins, Ascap sales manager, say!

many contracts have already been signed or

the new basis. Those desiring to do ."^o car

continue on their present contracts for thi

first year of the agreement or can execute i

new contract embodying the new rates as o

Jan. 1, 1953.

Theatres operating on a seasonable basl;

can have their rates pro-rated on the basl;

of the annual rate.

20

BOXOFFICE December 20, 1953


PARAMOUNT "^m SALUTES

fill

Burt Lancaster

Ms up J

as Doc— in the picture marked for every boxoffice honor in 1953...

dome Back, Little Sheba

in

['A complete switch

from anything he

has ever done and

easily the outstanding

effort of his career. His

surprise casting results

a dramatic bombshell!"

-HOLLYWOOD REPORTER

BURT LANCASTER


SHIRLEY BOOTH

Hal Wants' ,. O U C T I O N

Come Back, Little Sheba

Co-sfarring TERRY MOORE

with Richard Jaecl


7fte*€ €UtcC S


PARAMOUNT

SALUTES

Shirley Booth

as Lola-in the picture marked for every boxoffice honor in 1953

i:iome Back, Little Sheba

'Xikely to win an

Oscar as

the

year's best actress."

LIFE

MAGAZINE

A major

contender for

top film kudos." i

VARIETY

BURT LANCASTER


SHIRLEY BOOTH

Hal Wants' .. O O U C T I O N

Come Back, Little Sheba

Co-starring TERRY MOORE

with Richard Jaecl


,

general counsel, will discuss the latest developments

on arbitration at the annual conven-

tion of Allied Theatre Owners of the Gulf

States to be held January 12-13 at the Jung

j

RKO Speeds Releases;

23 in First 6 Months

NEW YORK—RKO has scheduled 23 pictures

for release beginning this month and

through to mid-June 1953. Charles Boasberg,

general sales manager, said Tuesday il6).

Seven are in Technicolor.

Set for December are "Captive Women,"

with Robert Clarke and Margaret Field; the

rerelease of "The Bachelor and the Bobby

Soxer" and "Bachelor Mother," "Blackbeard

the Pirate" in Technicolor, starring Robert

Newton, Linda Darnell, William Bendix and

Keith Andes, and prerelease of "Hans Christian

Andersen" in Technicolor, starring Danny

Kaye, Farley Granger and Jeanmaire.

The January list comprises "Androcles and

the Lion," starring Jean Simmons, Victor Mature,

Robert Newton, Maurice Evans and Alan

Young; "Never Wave at a WAC," with Rosalind

Russell, Paul Douglas and Marie Wilson,

and "No Time for Flowers," starring Viveca

Lindfors and Paul Christian.

February will see prerelease of "Peter Pan,"

Disney all-cartoon Technicolor feature;

"Angel Face," starring Miss Simmons and

Robert Mitchum, and "Sword of Venus," with

Robert Clark and Catherine McLeod.

March pictures will be "The Persuaders,"

starring Edmund O'Brien and William Talman;

"Night Without Stars," with David

Farrar and Nadia Gray, and the rerelease of

"Fort Apache" and "Blood on the Moon."

April pictures will be "Beautiful But Dangerous,"

starring Miss Simmons and Mitchum;

"The Sea Around Us," Technicolor documentary,

and "Port Sinister," with James

Warren and Lynne Roberts.

May pictures will be "Sea Devils" in Technicolor,

starring Yvonne DeCarlo and Rock

Hudson; "Mickey Mouse Birthday Party" in

Technicolor, special feature composed of six

Mickey Mouse shorts, and "Below the Sahara"

in Technicolor, a Pathe-Denis film.

June pictures will be "Break-Up." starring

Miss Simmons and Mature, and "Split Second,"

starring Stephen McNally, Jan Sterling,

Andes, Alexis Smith and Arthur Hunnicutt.

RKO Planning Early Start

For Five New Pictures

NEW YORK— Early start of five pictures

planned by RKO Radio, according to com-

is

pany announcement, and Charles Boasberg,

general sales manager, has gone to the coast

to confer with Howard Hughes.

The pictures are:

"Gambler Moon," to be produced by Edmund

Grainger with Robert Mitchum

starred. Work will start as soon as Mitchurn

finishes in "The White Witch Doctor" for

20th Century-Fox.

"High Frontier," air story to be produced

by Robert Sparks from an original by Beirne

Lay Jr,

"Size 12," Technicolor film based on an

original story by Jerome Weldman, with Harriet

Parsons as producer.

"Second Chance," comedy romance with

South American background which Sam

Wle.senthal will produce from an original

story by Oscar Millard.

"The Return of Zorro," adventure story by

Walter Ferris and Prances Kavanaugh,

adapted by Laurence Hazzard.

24

Proposes Unique Split

Of RKO Pictures Co.

NEW YORK—Formation of two new RKO

companies out of RKO Pictures—one for production

and the other for distribution—has

been suggested by Milton M. Gettinger. lawyer

with numerous distribution and banking

connections in the industry.

As an outgrowth of the move Gettinger

would have the distribution company merge

with United Artists and he would transfer

the backlog to Realart for sale or reissues.

The studio would be leased for production

of independent pictures on a profit-sharing

basis.

There had been reports for more than two

weeks that G«ttinger had suggested suoh a

plan to various groups while the Stolkin

impasse was under discussion. The agreement

between Howard Hughes and Stolkin

for a resumption of control by Hughes is believed

to have out-dated the plan.

Robert S. Benjamin, chairman of the

United Artists board, commented; "No one at

United Artists is now negotiating, nor has

anyone in the past negotiated any deal with

or for an RKO merger or otherwise, nor has

anyone been authorized on United Artists'

behalf to do so."

Gettinger's proposal in connection with

United Artists was that UA continue in existence,

but transfer its distribution contracts

to the new RKO company in return for a

block of stock.

Under the terms of the Gettinger plan,

holders of the 3,914,914 shares of RKO Pictures

stock now outstanding would receive

one share in each of the new companies for

Tlie authorized shares of RKO

their holdings.

Pictures are 4,000,000. Gettinger estimated

that at the end of 18 months bank loans could

be reduced and $15,000,000 to $20,000,000 of

working capital could be made available to

stockholders.

Hollywood Film Producers

Asked to Pay More Tax

LOS ANGELES—As a means of

increasing

municipal revenues, the Los Angeles city

council has approved a proposal by its

revenue-taxation committee to boost taxes

levied on motion picture producers, based on

gross production costs. The proposal has been

referred to the city attorney, who will draft

an ordinance covering the increa.ses and submit

it to the city council for passage.

Pees now range from $50, based on filmmaking

costs of less than $25,000, to $700

for pictures costing $500,000 or more. The

maximum, under the suggested ordinance,

would be upped to $1,500.

Apparently permanently sidetracked, however,

because of determined industry opposition,

was an additional proposed tax covering

the rental of production facilities and the

loanout of talent from one studio to another.

Says Film

Fund Needed

For Public Relations

NEW YORK—This industry should

have a public relations fund and it should

produce a picture telling the story of the

industry, said Maurice Bergman, public

relations director for Universal International,

in an address before the Ass'n of

Motion Picture Advertisers Thursday (18.i.

Lack of such a fund is one of the most

conspicuous deficiencies in the industry's

public relations effort, he said.

"It is a strange omission to think that

we do not even use our screens in the

20,000 theatres in the country to counterattack

and to educate the people on our

many commendable attributes," he said.

"It seems that we only use the screen for

propaganda when we are faced with an

emergency, or to assist other causes than

our own."

Abram Myers Will Discuss

Arbitration at N. O. Meet

NEW ORLEANS—Abram F. Myers, Allied

hotel.

Col. H. A. Cole will report on the progress

of the admission tax campaign. Jack Kirsch

will sketch what happened at the November

17-19 national convention in Chicago, and

Max E. Youngstein, United Artists vice-president,

will talk on distribution and advertising

problems.

Wilbur Snaper, national president, also is

expected to .address the convention, according

to Abe Berenson, Gulf States president.

Mankiewicz Now Staging

'La Boheme' for 'Met'

NEW YORK—Joseph L. Mankiewicz, motion

picture director, is now trying his hand

at staging an opera. He is at work on two

versions of "La Boheme," one in the original

Italian and the other in English written by

The first

Howard Dietz, MGM vice-president.

performance will be December 27. After it he

will go to Hollywood to resume motion picture

direction. He plans to retiu'n in May to prepare

to stage another opera for the Metropolitan

Opera House.

The two versions of "La Boheme" will be

performed alternately. Mankiewicz has different

casts for each. He plans less "frantic

stage movement" which he said often was

meaningless and distracted attention from the

music, and changes in the usual type of

backgrounds to conform to the story. He is

the first motion picture director to stage

an opera.

Noel Meadow to Reissue

1932 German-Made Film

NEW YORK—"Congress Dances." produced

by Erich Pommer in Germany in both English

and German language versions and released

in the U.S. by United Artists in 1932.

has been acquired for reissue by Noel

Meadow.

BOXOFFICE :; December 20, ISSKl

t

se:

run

will


eedej

PARAMOUNT SALUTES

ns

tn 5l.

Terry

Moore and Richard Jaeckel

!

as The Young Lovers— in the picture marked for every boxoffice honor in 1953...

SOS in si

ome Back, Little Sheba

caiiestil

Meet

StagiDt

"Miss Moore is

enticing

OS the student vs^hose

sex curiosity is

nearly

er undoing. Her scenes

with Jaeckel, who

1 mt i

1

is

good, reflects

Vouthfui impetuosity

'extremely realistically."

DAILY VARIETY

istor

it

deFilt|

fet'

aiiiewic-

in tie P

lishirSe

ideiii. li:

to tSe

loheine"''-

iestor;-

8iices,"Prets*

*^

=^1

Artists

1

BURT LANCASTER


SHIRLEY BOOTH

I M XldL WolllO ^lOOUCTION

Come Back, Little Sheba

Co-sfarring TERRY MOORE

with Richard Jaeckel • Directed by Daniel Mann

Screenplay by Kefti Frings • Based on the original ploy

by William Inge • Produced on the stage

by the Theatre Guild


Construction Ban Ended;

See hOOO New Drive-Ins

WASHINGTON The two-year ban on

theatre construction will be lifted January 1,

and Nathan Golden, film chief of the

National Production Authority estimates that

at least 1,000 drive-in theatres will be started

within a comparatively short time after the

controls end.

The NPA decision to sever controls on

amusements was the brightest news out of

Washington for exhibitors and theatre equipment

manufacturers and dealers since October

1950 when the ban was first clamped on.

Beginning the first of the year, theatre

owners will be able to self-authorize five

tons of steel of which two tons may be

structural shapes and 500 pounds of copper

per project per quarter. As prospective

builders can buy these amounts each quarter

and pyramid them, exhibitors will be able

to undertake even the larger drive-in theatres.

On the basis of applications which NPA has

received in the last two years for permission

to build outdoor theatres. Golden believes

that at least 1,000 drive-ins will be started

almost immediately. The total may even run

higher.

Self-authorization has been prohibited in

the amusement industry under the ban. Although

limits are still in effect on the total

amount of steel which may be self-authorized

in a single quarter, foreign and used steel will

be "freely" permitted for theatre use.

Golden believes that the five-ton limit per

quarter on steel will still present a problem to

the theatreman who wants to build an indoor

theatre. However, if an exhibitor finds a way

of buUding a theatre on the limited steel

allowed, there is nothing to stop him from

going ahead. He no longer needs to apply

for permission to build.

Winikus on Coast to Aid

'Moulin Rouge' Opening

NEW YORK—Francis M. Winikus, United

advertising, publicity and exploitation

Ai'tists

director, left Monday (15) for the coast to

complete promotion plans for the prerelease

of "Moulin Rouge" Tuesday (23) in time for

consideration for an Academy award. It will

play at the Fox Wilshire in Los Angeles.

He planned to return Sunday (21).

Twelve Variety Tents

Elect Chief Barkers

KANSAS CITY—Ttt'elve Variety Clubs

International tents have elected chief

barkers for 1953, with several of them

already having installed officers at yearend

ceremonies.

Those elected are: Albany, Jules Perlmutter;

Atlanta, A. B. Padgett; Boston,

Walter A. Brown; Chicago, Johnny J.

Jones; Cincinnati, Herman Hunt; Cleveland,

Hem-y Greenberger; Detroit, Jack

Zide; New Haven, Robert EUiano; Memphis,

M. H. Brandon; Minneapolis, Bennle

Berger; San Francisco, Jesse Levin;

Los Angeles, George Bowser.

Brandon Films to Blow Up

16mm 'Julius Caesar'

NEW YORK—Brandon Films, which is releasing

the independently made production

of "Julius Caesar," is blowing up the 16mm

print to 35mm for release throughout the

U.S. The picture recently completed three

weeks at the Baronet Theatre, east side art

theatre, where special equipment was installed

to show the 16mm print on the 35mm

screen.

December and January dates have been

set for the Vagabond Theatre, Hollywood;

Clay Theatre, San Francisco; Guild Theatre,

Portland, and Little Theatre, Baltimore.

Awards to Football Stars

NEW YORK—Movietone News has made

its own selection of top collegiate football

stars of the year and is presenting award certificates

to them in ceremonies at their

schools, Edmund Reek, newsreel producer,

said Tuesday (16 1.

Zenith Vote Two Dividends

NEW YORK—Directors of Zenith Radio

Corp. have voted a dividend of 50 cents and

an extra dividend of $1 per share payable

December 29 to stockholders of record December

12.

3 De Luxe California Theatres Closed by Phil Isley

LOS ANGELES—Three de luxe theatres,

each less than three years old and built at

a cost of more than $1,400,000, have been

closed, it was announced this week by Phil

Isley, head of Phil Isley Theatres, who took

over their management after they were built

by H. J. Griffith. He said the theatres had

sustained an operating loss exceeding a million

dollars in the three-year period.

The theatres are the 1,600-seat La Tijera

which is being converted into a bowling alley;

the 1,300-seat Imperial and the l,600-.seat

California, both of which are up for sale.

Commenting on the closings, Isley said: "If

all .segments of the Industry had cooperated

It would not have been necessary for these

beautifully constructed theatres to clo.se their

doors to the public. It is downright tragic.

Every branch of the industry has suffered, the

producers, distributors, exhibitors, the unions

and local employes not to mention the press,

radio, merchants and civic groups in the

community."

Isley said: "We were boxed in by two big

circuits and the inability to obtain product

was the chief reason for the closings The

time has come," he commented, "when our

government, the film companies and all allied

industry must cooperate to keep theatres of

this type open. All participating in the prosperity

of the film business must make special

concessions to keep theatres in operation."

Republic Sells 104

Fealures for TV

NEW YORK—Republic Pictures has resumed

selling backlog pictures for television

use. The latest movie involves 104 features

produced between 1945 and 1948 and the

purchaser is the Columbia Broadcasting System.

Columbia network officials disclosed the

deal which was made with Hollywood Television

Service, Inc., wholly-owned subsidiary

of Republic. No westerns are included in the

group, but there are a number of musicals,

comedies, adventure stories and mysteries.

The agreement makes these available to

WCBS-TV in New York starting February 1

and other stations owned by CBS are expected

to make similar arrangements.

Reports are that the New York showings

will net RepubUc at least $200,000.

TV representatives are pressing hard to

get films from other sources. Reports indicate

that David O. Selznick has asked $1,000,-

OOO for enough of his old films to run 26 weeks.

Another report is to the effect that Milton

M. Gettinger's proposal for a split of RKO

Pictures into two companies and a transfer

of the sale of the backlog to Realart was

fostered by a well-known film executive who

has been active in rounding up films for television

during the past two years.

Republic's first venture into the TV fiela

was a few years back when it sold several

Gene Autry films and got into a suit. Ro:.

Rogers also sued later and won a decision preventing

further use of his pictures withoir

his consent.

Among the films are: "Northwest Outpost,";

with Nelson Eddy; "Specter of the Rose,"

with Judith Anderson: "Casanova in Burlesque."

starring Joe E. Brown and Jime'

Havoc; "Madonna's Secret," with Francis|

Lederer, Gail Patrick and Ann Rutherford;

"Steppin' in Society," "Scotland Yard Investigator"

and "The Cheaters."

Italian 'Don CamUlo'

Set to Open in N.Y.

NEW YORK— "The Little World of Doni

Camillo," one of the seven Italian films

shown at the Salute to Italian Films week inl

October, will open at the Bijou Theatre Jan^

uary 15, following "Hiawatha," Allied ArtistsI

picture, which will open December 24 for a

holiday run.

"Don Camillo," the first of the new I.F.E.

Releasing Corp. releases to open in the U.S.,

was directed by Julien Duvivier and starsi

Pernandel and Gino Cervi.

"The White Line," Italian picture originally!

set for release in the U.S. by Lux Films, willl

also be distributed by I.F.E. It is current at

both the Cinema Verdi and Baronet theatres.

New Ad Valorem Charge

Is Levied by Israel

NEW YORK—Israel has impo.^ed a 20 per,

cent ad valorem tax on the New York share

of film remittances and has additionally asked

\

for a deposit payment, according to word received

by the Motion Picture Export Ass'n.

Member companies are awaiting full details.

They said during the week they would not

pick up licenses until clarification is received

in writing, but denied that any formal em-'

bargo was in effect.

pro

26

BOXOFFICE December :; 20, 1952

I


PARAMOUNT

SALUTES

Hal Wallis

j|

producer of the picture marked for every boxoffice honor in 1953 . . .

t^ome Back, Little Sheba

M

''Sharp-edged adult

drama, honestly

brought to the screen."

-LOOK MAGAZINE

.-;-'

'A cinch for top

onors- Hal Wallis'

superb production of

Sheba,"

'Come Back, Little

-JIMMY STARR,

io% Angeles Herald and Exprets

BURT LANCASTER •

SHIRLEY BOOTH

ii

Come Back, Little Sheba

Co-starring. TERRY MOORE

with Richard Jaeckel • Directed by Daniel Mann

Screenplay by Ketti Frings • Based oo the original ploy

by William Inge • Produced on the stage

by the Theatre Guild


Zukor Birthday Plans

Set by Executives

Among top industry executives laying plans for Variety Clubs International's

Adolph Zukor 80th birthday dinner, to be held in Los Angeles January 7, were (from

left) Charles P. Skouras, National Theatres and Fox West Coast president, who is

chairman of the arrangements committee; R. P. O'Donnell, Texas circuit operator;

Y. Frank Freeman, Paramount vice-president, and Herbert J. Yates, president of

RepubUc. They and many other industry leaders attended a recent luncheon in

HoUywood at which arrangements for the Zukor event were discussed.

HOLLYWOOD—Complete and enthusiastic

support of and cooperation with the Adolph

Zukor 80th birthday dinner celebration, spon-

.•!ored by Variety Clubs International and to

be held here January 7, was forthcoming from

production, distribution and exhibition representatives

who attended a planning session

last week called by Charles P. Skouras.

National Theatres and Fox West Coast president

and chairman of the dinner event.

Committee members named to assist

Skouras include Steve Broidy, Harry Cohn,

Sherrill Corwin, Depinet, Cecil B. DeMille,

Walt Disney, Freeman, William Goetz, Samuel

Goldwyn, Don Hartman, Kahane, Lasky,

Sol Les.ser, Louis B. Mayer, Dore Schary, Joseph

M. Schenck, Sidney, Edward Small, Leo

Spitz, Welter Wanger, Harry and Jack Warner,

Yates, Darryl F. Zanuck and Eugene

Zukor, Sidney and Lasky are co-chairmen in

charge of tlie program and entertainment;

Lieber heads the general arrangements committee,

which comprises Harry Brand, Carle,

Evelove, Gross, Horwits, Lait, Strickling and

Wales.

Lou Smith is acting as coordinator of all

activities.

R. J. O'Donnell. Variety's international

chairman, came from Dallas especially to

participate in the meeting, which also was

attended by Ned E. Depinet, Y. Frank Freeman,

Ross Hastings, B. B. Kahane, Je-sse L.

La,sky, Robert L. Lippert, Robert Newman,

L. K. Sidney, Jack L. Warner. Herbert J.

Yates, William Saal, Eugene Zukor, Mort

BUimenstock, Teet Carle, Alex Evelove,

Mickey Grcss, Al Horwits, Al Kaufman, Perry

Lieber, George Lait, Joe Reddy, Thornton

Sargent, Howard Strickling, Lou Smith, Clark

Wales and Gabe York. They represent a

cross-section of major studio executives,

COMPO, leading Independent producers and

the Ass'n of Motion Picture Producers.

O'Donnell emphasized that during the

months of January, February and March

Zukor "no longer belongs solely to Paramount

but to the industry as a whole," while

Skouras stressed that "if it were not for the

genius and vision of this great man there

might not be movie stars nor marquees to

hang their names on today."

The bi:-thday dinner here will be the start

of Variety Clubs International's Adolph

Zukor Golden Jubilee celebration, which will

culminate March 4 in New York. The local

banquet, which will be attended by civic

leaders and heads of other industries as well

as by motion picture luminaries, wUl be held

at the Ambassador hotel.

Prior to the meeting conducted by Skouras,

an offer by A. W. Schwalberg, president of

the Paramount Film Distributing Corp., to

have Paramount Pictures host the dinner

event was accepted.

O'Donnell approached Paramount on the

basis that the celebration could be "the most

exciting and still dignified event that could

possibly be thought of for the over-all good

of the industry," and said Paramount would

be "selfish" if it made it only a company

activity. O'Donnell told Paramount that

"certainly no one approached him m years

of .service, and no one else can be called 'Mr.

Motion Pictures'."

"The life of Adolph Zukor," O'Donnell

said, "is an example of the American dream

fulfilled. Coming to America from his native

Hungary as a poor boy, he not only

raised himself to a position of honor but in

doing so built an industry which has carried

the ideals of his adopted country all over

the world. His life is a saga of Americanism

at its best, and I can think of nothing more

worthwhile for our industry than to hold

him up as a shining example of what this

business stands for."

The Zukors have two children, Eugene J.

Zukor, an executive at the Paramount studio,

and Mrs. Mildred Zukor Loew. There are

four grandsons and one granddaughter.

Coplan, Gould Form

Distribution Firm

NEW YORK—International-United Proj

ductions. Inc., a new company for the dis!

tribution of foreign-made pictures in Engl

lish dialog, has been organized by Davii

Coplan and Walter Gould, both former]|

associated with United Artists. Coplan wii

be president and Gould executive vice-pres:

dent.

International-United will release 12 pic|

tures during 1953, all but one of which

completed. The first five pictures, which wil

be available for distribution February 1.1

are: "Black Eagle," a Franco-Italy pre

duction, starring Rossano Brazzi and Mart

Canale; "Kill Him For Me," produced i|

Mexico starring Arturo de Cordova an:

Leticia Palma; "Swords of Musketeers," prcj

duced in Italy, with Maria Canale and Pettj

Trent; "City of Violence," produced in Ital;]

starring Maria Montez and Alan Curtis, ani

"The Captain's Wife," produced in Ital;

starring Anne Vernon and Rossano Brazzj

The other completed pictures are: "Tt*

Pirate Prince," produced in Italy, starric!

Vittorio Gassman and Milly Vitale; "Higl

Tension," produced by Terra Film in Swede,

starring Signe Hasso and Alf Kjellin; "Itj

Strange Case of Man and Beast," a ne,

production of Robert Louis Stevenson's "Dj

Jekyll and Mr. Hyde"; "The Wicked Lad'

Anne," a Franco-Italy production based o

the Alexander Dumas story, starring Rossar'

Brazzi and Yvette Lebon; "The Prisoner i:

Venice," produced in Venice; "Son of ttj

Hunchback," produced in Italy, starrir|

Rossano Brazzi and Milly Vitale, and " Tfj

Man in the Red Mask," now being complett'

in France and Italy. I

Coplan participated in the financing i\

several of these pictures through Europeaj

companies with which he is affiliated, iii

eluding Svenks Filmindustri, Terra Film ar'

Cinag. Some of the pictures were product,

in both Italian and English, others wer

dubbed in England or the U. S. i

Other officers and directors of Interni!

tional-United wiU be announced shortl;

Coplan said. The company will dlstribuJ

the pictures nationally, either through li

dependent exchanges or by setting up ta'

city offices. Al Margolies is handling a(i

vertising, publicity and exploitation can

paigns on these releases.

Coplan plans to leave for Europe

month to line up the releases for 195!

Several ai-e already in production, he said.

UA to Distribute Three

Features in January

NEW YORK—United Artists will dijj

tribute three features during January, ll|

eluding the general release of "Kansas CM|

Confidential," according to William J. HellUfl

man, vice-president in charge of dlstrlbi)]]

tion.

"Kansas City Confidential," an Edwail

Small production starring John Payne anl

Coleen Gray, which was prereleased In N(|

vember, goes into general release Januail

16. "Guerilla Girl," produced and directed l|

John Christian, which stars Helmut Dar

tine and introduces Mariana in the tit)

role, will be released January 23. "Luxuij

Girls," filmed on location in Europe wit

Susan Stephen, Jacques Sernas and Laurencl

'

Ward, will be released January 30.

28 BOXOFFICE :: December 20, 195

j


,

//'

WITH ALL POSSIBLE PRIDE

Paramount Presents

:iii

itivt

ii(f.jj

leltase i; J

URT LANCASTER • SHIRLEY BOOTH

Hal Wants PIOOUCTION

Come Back, Little Sheba

Z ^1

'as i

H:^. '*yivl%^'4-' ,*».1

IlKKY mlluKt • with RICHARD JAECKEL • Diiecled by DANIEL MANN

• Screenplay by KHII [RINGS • Bued on ttie onpnal pby by m\m lip • Pntotd n Ik ttifi ly Dm Ikntri iiM

"A potent piece of screen entertalnodactd

; :

teai z ^

niti

Lment. A compelling, adult drama,

j;^-] shaped for important handling and

top bookings."

^Variety

"Each year Oscars are handed out.

Shirley Booth's performance should

be very much in the running, no

matter what the competition."

— Photoplay Magazine

te; "Soc : j

»eE{ «-

tie lime:

liioiijti Ev

Bffla

ar:

;es were ps

lish,

ote

U.S.

«tors of a

ny will fa

itto tlmi

ly settiiit

i is tianfc

to W

releases te

ductoli'*

uaiy

fi^

Artists

ifiBg

Jails'

"KiBi;

se ol

Among the year's best dramas, If

not t/ie best. Contams all the human

appeal to make it a solid hit every-

where."

—Motion Picture Magazine

One of the best of the year.

Promises highly profitable boxoffice

berformance."

^FUm Daily

"William Inge's hit play Is brought

to the screen with finely etched

performances, skillful direction and

nasterful production."

-Boxoffice

"Combines artistry with commercial

values."

— Hollywood Reporter

'*A powerful film. Burt Lancaster

startlingly effective."

— Louella Parsons, Cosmopolitan Magazine

"Ketti Frings has done a smash

job of adapting the

play to film.

Daniel Mann's direction has great

sensitivity."

^Daily Variety

"The best American picture of the

year.

— Arts Magazine

Watch the two 1952 pre-release engagements

— at the Victoria Theatre, New York City and

the Fine Arts Theatre, Los Angeles

^


. . Columbia

. . Over

. . Columbia

'f^oUffOMMd ^Cfi


'

Universal Chiefs Lay Plans for Charles J.

Feldman Drive

iitedAit.r

intolkt

ian Bejimoniisi

but tot:

l'nlversal-Interiiatiiin;il prodiirtlnn, salrs and priimntiiin rxrrutlvfs

wlio participatrd in a wcrk-lonK serlrs of inri.t plannitiK iMinfrrences

at Ihc studio In I'niversal City lake time out to posr for tinphotographer.

The result, left to rJKht. front row: A. \V. Terry, head

of Kmplre-l'nlversal of Canada; Harry I'ellernian. siiles head of the

sperial fllm.s division. New York; Mannie M. (lottlieb, ChiraKo district

manaecr; David .\. LIpton. vice-president in charge of adver-

UsInK and publlelt.v; Charles J. Feldman, general sales manager;

Alfred E. Daff. executive vice-president; William (ioetz. in charge of

production: President Milton R. Rackmil; N. J. Blumberg. Iioard

chairman; Edward Muhl. vice-president and general manager: David

Levy, .New Vork dlttrl


'-

Everyhodv love

United Artists is proud to present a series of

4 half-hour featurettes

dramatizing the stories of 4 of America's

bravest heroes— Congressional Winners all..

^ Play Them For

INTEREST!

Millions and millions of

readers know all about

^

fA

2.kI h.

.Jose|)li C llotliiguez

r. S.Army

Medal of 1 lonor

OiXTV VAHOs TO CO. From atop ihc liill. nwr Munyc-ri.

KoiTJi. the rripiiiy ludilrnly (.prnnj up a willifririK barragr. Thr snjuml

wai cauKhi: R^i m-iiian Iwgai. /pioinK for ihc kill. Liculrnoni RodtJgUM

lll.rn I'fc. ttitli ..111, M-vrri t(i..r>llut M-tvkr) broke li.ow and

ila^'hrd up ibr firc-4Wr|il ulujie.

lliciMiu^ (-rrnailr*. Dinrcgonliii(f

thr rirrcijiitFiitralrdon hirn,

111- wi|>c


k HERO!

Ot

4 Great American Adventures!

-*

EDALOF

HONOR'

Play Them For

PROFIT!

^ --

HERFS YOUR SUREFIRI

SUES PROMOTION

CAMPAIGN!

Ticket-sening tie-ups have been

established with such service

organizations as the American

Legion, Veterans of Foreign

Wars, Parent and Teacher

groups, D.A.R. and other

women's organizations, Boy

Scouts and Girl

Scouts.

RODRIGUEZ

featuring lARRY CRAINI

Produced by W. R. Frank and Wm. Dean

Directed by Reginald Borg • A W. R. Frank Production

BOXOFF/CE says: "Because of the unusual manner

in which they are to be distributed and merchandised,

the series merits exhibition attention. They are made

with the blessing and cooperation of the U. S. Army and

in each booking, whether they be shown singly or in

pairs, they are to be screened under the auspices of and

with ticket sales by the American Legion and/or kindred

groups. By following the pre-arranged tie-up formula,

showmen undoubtedly can play them profitably."


no—new

|

14

Para, to Keep Production

On a Flexible Basis

HOLLYWOOD—Production plans at Paramount

during 1953 call for picture-making

schedules to be kept on a flexible ba-sis. with

cameras to turn only when each new venture

has been properly cast and invested

with top selling elements, Don Hartman, in

charge of production, advised upon his return

from a month's trip to New York and

Europe.

As concerns budgets, Hartman said each

new picture will be considered on its own

merits, and that expenditures will be in

keeping with the estimated boxoffice potential.

He pointed out that Paramount currently

has a backlog of completed but unreleased

product representing an investment

of some $45,000,000, including such entries

as "Stalag 17," "Shane," "Roman Holiday,"

"Forever Female," "Botany Bay," "Little Boy

Paris Cafe Seeks to Stop

'Moulin Rouge' Premiere

HOLLYWOOD—Whether or not the contemplated

Tuesday (23i world premiere here

of United Artists' "Moulin Rouge," filmed in

Prance by John Huston, would come off on

schedule was tossed up for grabs with the

filing Monday I15) of a federal court damage

action .seeking an injunction preventing the

showing of the picture pending trial. Judge

William Byrne has indicated a decision on

the injunction request may not be forthcoming

until Monday (24).

The plaintiff is the Moulin Rouge cafe in

Paris, represented by Georges Banyai, and

the charge is that the Huston picture's title

constitutes illegal u.se of a trade name. Listed

as defendants are Pierre La Mure, who wrote

the novel on which the Jose Ferrer starring

vehicle is based; Ferrer and Huston; the

Romulus Film Co.. Ltd.. of London, which

produced the feature; United Artists, which

Is distributing it. and Fox West Coast Theatres,

in whose Fox Wilshire Theatre the

world premiere and subsequent engagement

is planned.

Technicolor Votes 4th Dividend

NEW YORK—Technicolor. Inc.. has voted

to pay its fourth dividend for 1952 December

30, when 50 cents per share will be paid

to stockholders of record December 19. Three

dividends have been the maximum paid in

previous years.

In the Newsreels

jewels. Argent I

Britain's first A-bomb explosion.

France—Pons kids

— pro-football. Browns top Cardinals.

market; steel mills; fingertip fantasies.

title; Roms win, tie for NC title.

Lloyd's The Freshman'

Lost," "Off Limits," "Houdini" and "War of

the Worlds." Currently shooting are "Here

Come the Girls," with Bob Hope, and an untitled

Dean Martin-Jerry Lewis comedy.

Hartman, while abroad, conferred with

Producer-Director William Wyler and viewed

a rough cut of his "Roman Holiday," starring

Gregory Peck and Audrey Hepburn. He

visited London, Paris and Rome accompanied

by George Weltner, president of Paramount

International.

Among vehicles planned for production

during 1953, Hartman cited "White Christmas,"

in Technicolor, with Bing Crosby,

Rosemary Clooney and Fred Astaire; an untitled

Billy Wilder production with Yul

Brynner; Cecil B. DeMille's "The Ten Commandments,"

and two George Pal productions,

"Conquest of Space" and "Leiningen

and the Ants."

Although European production is making

forward strides, Hollywood fare is still the

most popular there, Hartman said, and added

that wherever he went he "found a great

zest and appetite for going to the movies."

Meanwhile, after concluding three days of

studio huddles during which regional and

point-of-sale promotional plans were discussed.

Paramount home office executives

took off for a divisional meeting in Chicago.

Conferring here with Y. Frank Freeman,

vice-president in charge of studio operations,

were A. W. Schwalberg. president of the

Paramount Film Distributing Corp.; E. K.

(Ted) O'Shea, distribution vice-president, and

Jerry Pickman, vice-president in charge of

advertising, publicity and exploitation. The

visitors also parleyed with George A. Smith,

western division sales manager.

Among upcoming plans is a large-scale

campaign on behalf of "Road to Bah," including

promotion tieups, newspaper advertising

and TV and radio campaigns.

"Bali." due for general release in January,

will be followed by "Thunder in the East" and

"Tropic Zone" during that month. In February,

two Hal Wallis productions, "The Stooge"

and "Come Back, Little Sheba," will be distributed,

while the March lineup comprises

"The Stars Are Singing" and "Pleasure

Island." April releases are "Off Limits" and

"Pony Express," while May output will comprise

"The War of the Worlds" and "Jamaica

Run." June releases will be "Alaska Seas"

and "The Conquerors."

Einfeld Predicts Records

For 'Call Me Madam'

NEW YORK—Charles Einfeld, 20th Century-Fox

vice-president in charge of advertising,

publicity and exploitation, came

back from the coast so enthusiastic about

"Call Me Madam" that he predicted it would

"rank as one of the all-time top grossers in

the history of the motion picture business."

"It's a rare combination of championship

ingredients representing performing, producing,

directing and technical talents," he

insisted, "and the performances of Ethel

Merman, Donald O'Connor, Vera-Ellen and

George Sanders 'add new dimensions to their

Rank in Production Deal

On 'Romeo and Juliet'

NEW YORK—The J.

Arthur Rank Organization

has made a co-production deal with

Universalcine. Italian company, to film

"Romeo and Juliet" in Technicolor on location

in Verona, locale of the Shakespeare

play. There will be both an English and

Italian version.

John Davis, managing director, said Sandro

Ghenzi will produce and Renato Castellani

direct. Joseph Janni of the Rank company

will be associate producer and Dallas Bower

will be dialog director for the English version.

Castellan* will select the English cast

and start production soon.

Movietone News, No. 101: British A-bomb exploded

off Australio; Ike returning from Korea; big

bottle rages in Indo-China; Peron announces new

five-year plon; rore jewels for the coronorion: postoffice

gets mail to Santa; mermaids throw porpoise

party; down-under rodeo is a humdinger.

News of the Day, No. 231: Britain's first atomic

bomb explosion; Ike homeward bound; fight for

survival in Indo-China; Peron declares new five-year

plan; atomic power plant; coronation jewels; Santa's

hometown celebrates; Franco goes portndge hunting;

Jap judo champ routs Germans.

Paramount News, No. 34: Truman assails Ike and

MacArthur; Eisenhower aboard Helena; British crown

five-year plan; North Africa

—days of unrest; )udo expert throws 20 opponents;

Universal News, No. 421: Indo-China—French

strike back in savage attack; Eisenhower; freighter

oground; Peron; Operation Morale; crocheting; commandos;

Britain explodes A-bomb.

Warner Rathe News, No. 36: British atom bomb;

bottle of Na San; London photographs fabulous

British crown jewels; Pacific ocean— Ike homeward

bound on USS Helena; Peron opens Argentine congress;

Honolulu—Hawaiian kids hail Christmas ship;

see Christmas wonderlond; Chicogo i

i

|

i

|


Movietone, No. 102: Ike back home; the documents

of our heritage; new President of Israel;

onti-French riots in Casablanca; actors honor Clifton

Webb; lasso bells ring a man; ski jumpers open

season.

News of the Day, No. 232: Ike returns from

Korea; U.S. Constitution moves to final home;

black market in Seoul; riot aftermath in Morocco;

Israel hails new president; new king enthroned;

Christmas lights and fairy tales.

Paramount News, No. 35: Pro-grid season ends;

Eisenhower reports on Koreo mission, returns to I

New York; Christmas 1952 around the globe.

Universal, No. 422: Ike comes home; Eisenhower I

hopeful on outlook in Korea; violence f loirs in

North Africa; American Heritage enshrined; block

Worner Pathe News, No. 37: Ike comes home; I

Washington, D.C., moves charters of U.S. liberty

to new home; Morrisville Pa.—five furnaces of

steel plant up tomorrow; Browns lose but win AC


American Newsreel, No. 545: Air force olleviotes

supply problem in Korea; new first deputy recorder

of deeds in Woshington; D.C. optometrists

group admits first Negro; no "piano-roll blues" for

Lawrence Cook; Giants sign Lionel King, first

Negro pitcher.

Teienews Digest, No. SOB: British explode atom

bomb; new president of Israel; Spain—Sawyer visits

Franco; Africa—sultan of Morocco at festival, riots

spread in Casoblonco; realistic training—marines

battle in mock village; Palm Beach fashions; novel

maneuvers— British fleet in Arctic waters.

Teienews Digest, No. 51A: Ike returns from

Korea; Washington—documents move to archives;

America's biggest—huge steel plant opens; U.S.

gear sold—Block market in Seoul; disappearing city

—Mexican capital slowly sinking; Pro-footboll

Giants topple Cleveland Browns.

For Lippert Reissue

NEW YORK—Lippert Pioductions will

handle the distribution of Harold Lloyd^

"The Freshman," originally released in 1925.

which will be reissued with sound effect* and

narration in 1953. The picture will open al

the Paris Theatre following the current engagement

of Samuel Goldwyn's "Hans

Christian Andersen."

Lloyd, whose early talking picture. "Movie

Crazy," was reissued by Motion Picture Sales

Corp. in 1951, is also considering reissuing

"Grandma's Boy" and "Safety Last," with

added sound and narration, if "The Freshman"

is successful.

'Glass Wall' to Columbia

NEW YORK—"The Glass Wall." produced

in New York by Shane-Tors Productions.

starring Vittorio Gassman and Gloriii

Grahame, has been acquired by Columbia

Pictures for distribution in the U.S. The

picture was originally scheduled for release'

by United Artists.

34

BOXOFFICE December 20, 1962


Orric€ or tft PacsiOfor

Dear San:

As a long-time admirer of the art and showmanship

of Samuel Goldvryn, I am delighted to seiie this

first moment of a new business day to express pleasure

and gratification over my happy experience last evening

in seeing "Hans Christian Andersen."

I feel a deep sense of obligation to you for

this rare experience—an obligation which I believe I

shall eventually be shtiring with countless millions of

people the whole world over.

"Hans Christian Andersen," as you have brought

the subject to the screen, is, in my opinion, a living,

vibrant work of art—an achievement of classic significance

in its beauty, melody, humor, movement and sentiment.

It represents to me the Screen in the full bloom

of the maturity of the art. This production alone woiild

insure for its producer a permanent place in the hall

of fame of theatrical entertainment.

Tours sincerely.


\i

LETTERS

Free Shows Boost Popcorn Sales

To BOXOFFICE:

We note in BOXOFFICE, issue of November

22 on page 27, that Lee Hofheimer of Columbus,

Ohio, is giving free admissions and

asking the patrons for justice on the discriminatory

and confiscatory tax our Uncle promised

to withdraw after the war emergency w'as

over, which ended with World War II. He

states his gross is very pleasing and will adopt

this policy as long as his dear patrons will

drop their willing amount in the kitty after

the show.

Hoping you will pass this little Wednesday

and Sunday deal on to our other over-taxburden

friends, we have increased our take

by giving free shows, double features, serials

and some dates three to four cartoons too.

And all we ask of the patrons is to buy one

box of delicious butter seasoned popcorn, and

we really pack the boxes, too! Not only are

they pleased with the corn, they come back

for the second and thli-d boxes and end up

taking some home. We are really helping the

farmers who grow this corn, making our patrons

happy with good pictures, enjoyment

of eating the popcorn, and creating the goodwill

of attending our regular admission pictures,

which our bankbook shows something

has happened since adopting the popcorn

deal, and that's our enjoyment of seeing a

packed house, and hanging our Standing

Room Only sign out every Wednesday anc|

Sunday.

May this help others to combat the dis-l

criminatory and confiscatory tax that Uncl«|

Sam has forgotten to discontinue. After ouil

everlasting effort in helping him with thei

bond drives, the blood banks, our Red Crosil

drives, etc., we fell in line with the otheil

million sound screens to tell them to votejl

While we are trying to make Movies Bettejj

Than Ever we have added the same copy t(|

Dear Ol' Popcorn day.

Leach Theatre,

LaFollette, Tenn.

N. H. LEACH

Film Classics Features

Scheduleci for Reissue

NEW YORK—Beverly Pictures will disJ

tribute 16 former Film Classics featureJ

through a deal closed by Milton Gettingeil

attorney, with Oliver A. Unger and Herberl

Bregstein of Beverly. They will be release


BOXOFFICE

BAROMETER

Thit chort rccordi the performance ot current ottroctioni in the opening week of thetr firit runt in

the 20 key citiei checked Pictures with fewer thon five engogemcnft arc not littcd At new runt

are reported, ratingt are added and overoget rc«itcd Computation it in termt of percentage m

rclotion to normal grottet at determined by the theatre monagert With 100 per cent 01

"normal/' the figurtt thow the groit roting obove or b«low fhof mork


I


^mmmmmmmimss^sm

Theatre Construction, Openings, Sales and Leases

CONSTRUCTION:

Atlanta, Go.— L. E. Britton of Tampa is constructing

the 600-cor 40th Street Drive-ln and his twin

500-cor Bntton Drtve-In here.

Belvidere, III.— Howard Lindroth, Cyril Lindroth of

Rockford and Lorry Fleming of Chicago are building

c drive-in southeast of town on the Soger rood.

Bellevil!e, III.—The Bloomer Amusement Co. plans

to build a second dnve-in here, starting next spring.

It will care for 800 cars and seat 600 wolk-in patrons.

Cope Girardeou, Mo.—Mrs. M. E, Lessem has sold

a I9-Qcre tract of land on Highway 61 as the site

for a new 750-ccr drive-in, to open next spring.

DaytoH/ Wash.—Construction is under way on a

250-car drive-in a mile west of here. Lowell Spiess,

monoger of the Liberty Theatre, made the announcement.

Devils Lake, N. D.— Leveling of c site for o drive-in

east of town on Highway 2 has been started.

Jacksonville, Fla.—The Negro-patronage Moncrief

Drive-ln opening has been set for March 1 . . .

National Theatre Enterprises is constructing the 350-

cor Montcliff Drive-ln for Negroes, to open in

March.

Kamish, Ida.—Mr. and Mrs, Miner Bethman are

plonning a 200-car drive-in about a half mile from

here on the road to Cottonwood.

Lower Copilono, North Vancouver—A 600-seat theatre

will be built by Fletcher Enterprises, a firm

headed by Reeve Howord Fletcher of East Vancouver.

It will be called the Capilano and completed

in 1953.

'..Ajmm^ms^^m^mm

Little Chute, Wis.—A new drive-in is being planned

for this community.

Mason City, Iowa—Central States Theatre Corp.

has purchased ten acres about a mile south of

town on Highway 65 for construction of a 660-car

drive-in.

Navasota, Tex.— L.

300-car drive-in west

way 90.

Oak Ridge, Tenn.-

o new drive-in here.

O. Wolloce plans to build a

of the city limits on High-

-Ed Burchfield is constructing

Orangeburg, S. C.—The Sky-Liner Drive-ln here is

expected to open by Christmas.

Piedmont, Mo.—Groding has started on the Pine

Hill Drive-ln near here for A. B. "Jeff" Jefferis and

wife, scheduled to open in the spring.

Rochelle, III.—William "Lindy" Kassul of the Hub

Amusement Co. will build a drive-in here early next

year.

Selmer Tenn.—The Selmer Amusement Co., Inc.,

plans to build a 460-car drive-in on Highway 142,

near Highway 45 intersection. A spring opening

is

planned,

Woodburn, Ore.—The Westenshow Theatre Co. is

building a 500-car drive-in north of town on Highway

99E.

OPENINGS:

Aiken, N. C.— H. P. Wiley has opened the Park

Dnve-in here.

Jacksonville, Fla.—The To Igor Co. of this place

plans to open a new 400-car drive-in in Tallahassee

M-G-M TRADE SHOW- DEC. 29th

wROGUE'S MARCHrr

ALBANY

ATLANTA

lOSTON

BUFFALO

CHARLOTTE

CHICAGO

CINCINNATI

CLEVELAND

DALLAS

DENVER

OES MOINES

DETROIT

INDIANAPOIIS

JACKSONVILLE

KANSAS CITV

LOS ANGELES

MEMPHIS

MILWAUKEE

MINNEAPOLIS

NEW HAVEN

NEW ORLEANS

NEWrORK

OKLAHOMA CITV

OMAHA

PHILADELPHIA

PITTSBURGH

PORTLAND

ST. LOUIS

SALT LAKE CITV

SAN FRANCISCO

SEATTLE

WASHINGTON

20th-Fox Screen Room 1052 Broadway

20th-Fox Screen Room 197 Walton St., N. W.

M-G-M Screen Room 46 Church Street

20th-Fox Screen Room 290 Franklin Street

20th- Fox Screen Room 308 S. Church Street

Warner Screen Room 1307 S. Wabash Ave.

RKO Palace BIdg., Sc. Rm. 16 East Sixth Street

20th- Fox Screen Room 2219 Payne Ave.

20th-Fox Screen Room 1803 Wood Street

Paramount Screen Room 2100 Stout Street

20th-Fox Screen Room 1300 High Street

Max Blumenthal's Sc. Rm. 2311 Cass Avenue

2Dth-Fox Screen Room 236 No. Illinois St.

Florida State Screen Room 128 East Forsyth Street

20th-Fox Screen Room 1720 Wyandotte St.

United Artists' Scr. Room 1851 S. Westmoreland

20th-Fox Screen Room 151 Vance Avenue

Warner Screen Room 212 W. Wisconsin Ave.

20th- Fox Screen Room 1015 Currie Avenue

20th- Fox Screen Room 40 Whiting Street

20th-Fox Screen Room 200 S. Liberty St.

M-G-M Screen Room 630 Ninth Avenue

20th-Fox Screen Room 10 North Lee Street

20th-Fox Screen Room 1502 Davenport St.

M-G-M Screen Room 1233 Summer Street

M-G-M Screen Room 1623 Blvd. of Allies

B. F. Shearer Screen Rm. 1947 N. W. Kearney St.

S'Renco Art Theatre 3143 Olive Street

20th-Fox Screen Room 216 E. First St., So.

20th- Fox Screen Room 245 Hyde Street

Jewel Box Preview Thea. 2318 Second Ave.

RKO Screen Room

932 New Jersey Ave. ,N.W.

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

12/29

2 P.M.

2 P.M.

2 P.M.

2 P.M.

1:30 P.M.

1:30 P.M.

8 P.M.

1 P.M.

2:30 P.M.

2 P.M.

1 P.M.

1:30 P.M.

1 P.M.

2 P.M.

1:30 P.M.

2 P.M.

12 Noon

1:30 P.M.

8 P.M.

2 P.M.

1:30 P.M.

2:30 P.M.

1 P.M.

1 P.M.

2 P.M.

2 P.M.

2 P.M.

1 P.M.

1 P.M.

1:30 P.M.

1 P.M.

2 P.M.

M-GM presents ••ROGUE'S MARCH'' starring Peter Lawford • Richard G reene • Janice

Leo

Rule

G. Carroll . John Abbott . Directed by Allan Davis . Written and Produ. ced by Leon Gordon

soon. It will be called the Perry Outdoor Drive-ln.

Odessa, Tex.—The twin-screen Cactus Drive-ln reopened

after o $ 1 00,000 expansion program. It is

located on east Highway 80.

Scotlandville, La.—The Elm Drive-ln Theatre, Inc.,

plans to open a new drive-in soon for Negroes.

It IS located on Elm Grove Garden road.

Winthrop, lowo—The Winthrop Theatre opened

here recently under management of Robert Gray of

Des Moines.

SALES AND LEASES:

Abilene, Tex.—The Palace Theatre here hos been

leosed by Albert L. Smith and wtll be opened as a

Negro-patronage house.

Augusta, Wis.—The Augusta Theatre has been

sold to Mr. and Mrs. B. A. Schiefelbein of this city

to D, W. Hulbert of Augusta and Mrs. Mae Hulbert

of Eau Claire.

Farina, III.— Harold Schoer has purchased the

300-seat Lyric Theatre from Morvin Preston Bank.

Schaer sold the Warner Theatre to Ruble Johnson

and Shelby Vaughn.

Gainesville, Fla.— K. T. Barfield has sold his interest

in the drive-in here to his partners, Tom

Danile and Howard McKinney.

Glendora, Calif.—The Glendoro Theatre and building

has been purchased from Mr. and Mrs. L. D.

Dover by Mr. and Mrs. Joseph Pokorny.

Leavenworth, Kas.—Robert Buis hos token over

the Iris Theatre lease from W. H. Kilgore.

Ledgerwood, N. D.—The Avon Theatre here has

been purchased by S. J. Backer from J. A. Hawkins.

Louisville, Ky.—The Scoop Theatre building has

been sold to the Brown Hotel Co. for about $175,000.

Macon. Go.—The 41 Dnve-ln has been purchased

by the Georgia Theatres Co.

Marianna, Fla.— E. D. Martin purchased the ir»-

terest of his partner, R. A. Davis, in the Ritz orKj

Gem theatres,

Mattoon, III.—The Mattoon Theotre Co., controlled

by the Prisma Amusement Co. of Springfield,

111., recently purchased the Skyway Drive-In

from the Outdoor Amusement Co.

Milford, Ind.—The Mark Theatre has been purchased

by Kenneth and Ins Baldwin from Dallos

Ritter.

Newell, Iowa—The Newell Theatre here has been

sold to O. H. Stoeber of Fenton by Don T. McCreo.

Normandy, Mo.—The Normandy Theatre building

has been purchased by St. Louis businessmen to be

converted into a supermarket.

Panoma City, Fla.—The Martin Theatres circuit

has taken over the Isle of View Drive-ln from Mr.

Mulchings.

Pensacola, Flo.—T. A. MocDougold has leased the

Belmont ond plans to open it in January.

Pascagoula, Miss.—William B. Butterfield has purchosed

the Lake Drive-ln here.

Philodelphio, Po.—The Towne Theatre at 4149-63

Germantown Ave., has been purchased by Victoria

Harrison from Bella Green, administrotrix of the

estate of Benjamin Green.

Ringsted, Iowa— Leslie Lorson has taken over the

Ringsted Theatre from Don Caswell.

Woterbury, Conn.—The Woterbury Strand Theatre

has been sold by the Poli New Englond Theotres,

Inc., to a New York firm.

Watson, Ark.—The Roxy Theatre has been purchased

by T. A. Hodges of McGehee from Russell

Morgan.

Winnemucco, Calif.—The Horvey Bros, firm hos

taken a ten-year lease on the Sage Theatre and

plans to remodel the building.

N'

A WINNER!!

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INTRODUCING

THE

•nafeis J

*isil«u

«tra wort

toaitneii

"1 if anv

I

»inh

• ELIMINATION Of 81ACK MASKING ADOS MAGNITUDE

TO THE PICTURE

• SPECIAtlY DESIGNED WINGS GIVE A NEW DIMEN.

SIONAl EFFECT.

• SURROUNDING IICMT AREA IMPROVES THE lUUSION

Of DEPTH.

• NO PERFORATIONS FOR PERfEO VISION FROM EVERY

*«2f)J]£fli\'l

WIRE

WRITE

PHONE

The Pix

For You

In '52'

'""(hlbt

•I Ward',

lliefifii

''"ilherf..

• CUSTOM MADE AND INSTAllED IN EVERY SITUATION.

•itiiiiwtib liilouoii tiaBiHO tv'*>'

B. F. SHEARER COMPANY

MmtOflal

HALLMARK BLDG., WILMINGTON, OHIO

livmy HIllJ • CHICASO . CLIVILAND . TOUONrO

MtXICO CUT < AUCKLAND . STDNIT • SINCAFOII

HONGKONG • CALCUTTA • KAHACHI . CAKO • ATHINS

HOMI . PAtIS • LONDON . AMSTIUDAM • STOCKHOLi

'


'

fully

Now

'.

readers

velopments,

'

. . See

«*n5f

CHESTER FRIEDMAN

EDITOR

HUGH E. FRAZE

Asiocialo Editor

OKOffl^^

SECTION

PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN

n

W&m; .J

Presinii

1

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BOXOFFICK

wtrt t :

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Skynji >< ,

tteler-

Jmn fw ^

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( Dm T. »i.

Ttetret,.

Wiinesimr •

I TliMlra :-

HI- know how thrilled our

readers must be when thry are notified

they have been named on the

Honor Koll.

We have just received a bcautiengraved

Ballyhoo Showmanship

Citation from the Famous

Players Canadian rircuit. Complete

with gold seal, the award is siirned

by J. J. FitzRibbons, president; Morris

Stein, general manager, and Dan

Krendel. Ontario district manager.

The ('it;ition reads, "for outstanding

accomplishment.s in the field of exploitation,

publicity and public relations."

Thanks .

. . for our treasured possession.

•(

}

We frequently receive letters from

Joruort.

telling us that because of a

ulteifiea

Mieol' '' •'j Ut. late switch in booking, it was tough

-•^to put on a campaign for a certain

hoied by

atotenK

ti Slrm! 'Tf'

je l« ttr t

the realm of imajrination to visualize

a combination of these scientific de-

in complement to each

other, as an exclusive theatre pres-

eyBre. Ir^ I

SogtTtK-

j

S

DIE'

for

I

n

— Chester Friedman

Live Mitzi Gaynor Model in

Stops Syracuse Sidewalk Traffic

A window ballyhoo with a live model proved

to be a traffic stopper on busy Salina street, from scene stills

Syracuse, N. Y.. for "Bloodhounds of Broadway"

at the Paramount Theatre there.

to winners.

The tieup wa-s arranged by George Snyder,

manager of the Paramount, with an appliance

store. The model was dressed in strapless

black bathing suit and top hat. a la Mitzi

Gaynor who appears in the picture. An

usher kept changing signs which alternately

sold the picture and merchandise on display

which the model pointed to. She held up stills

and posters, with the ever-present audience

crowding up to see the film highlights depicted

in the illustrations. A sign constantly

on display wa.s lettered. "See Dolls Like Me at

the Paramount in 'Bloodhounds.' etc."

The Greyhound bus terminal tied in with

posters reading: "Broadway is only a fewhours

from Syracuse . 'Bloundhounds.'

script plugged the Paramount

etc." The title was a natural for window displays

in music shops and pet stores.

Snyder persuaded Bob O'Donnell, disk Syracuse Past-Standard.

Jockey for station WSYR, to run a contest

which gave the pciture free publicity for several

days prior to opening. O'Donnell played

various arrangements of the tune. "I Wish

I Knew" as recorded by several leading

orchestras. The radio audience was asked

to identify the bands and guest tickets were

given to winners.

Syracuse football

The tune was plugged by Frank Hennessey

picture

and theatre. Station WHEN-TV invited

etc."

Window

playdates.

— 287 —

picture.

With the advent of Cinerama,

third-dimension pictures and largescreen

television, it is not beyond

entation.

What happens then to exploitation,

when the manager may have to

sell his program on real fast notice

and news events, probably, before

they occur?

I I

i »

I i

) Jack Ward, manager of the Seneca

Theatre, Niagara Falls, Ont., was

quoted by the local paper during the

Famous Players Canadian meeting

of managers a few weeks ago. It

seems as if conventions mean a lot

of extra work for Ward, whereupon

he threatened to ride the falls in a

barrel if any more meetings take

place in his home town.

.Anxious to get in on any publicity

that might be forthcoming as a result

of Ward's assertion, the Pepsi

Cola company shipped him a steel

barrel painted in red. white and blue,

with the firm's trademark plainly

lettered thereon.

A few more days and Christmas

will be upon us. Once again we extend

to all our friends in the field

our warm, sincere wishes for a

happy and joyous holiday season.

BOXOFFICE Showmandiser Dec. 20, 1952

home viewers to identify members of the cast

and awarded theatre tickets

Additional exploitation included the posting

of banners on news trucks and 24-sheets at

key locations about town.

To promote "Pony Soldier" at the Paramount.

Snyder duplicated hLs television contest

tieup with WHEN-TV and followed

through his regular publicity facets with a few

extra tieups.

The public library displayed counter cards

and posters tying in frontier stories. Famous

Artists, .sponsoring the personal appearance of

TjTone Power in "John Brown's Body," mailed

3.000 F>ostal cards to residents of SjTacuse

announcing Power's personal appearance and

his starring role in "Pony Soldier." A post

Eagle Scouts from the city and nearby

communities were invited to attend the opening,

with a nice story breaking on this in the

The Herald-Journal

and the foreign language papers were also cooperative

with news stories and art breaks.

When the theatre played "Bonzo Goes to

College." downtown merchants cooperated

with Snyder by displaying large banners and

posters with copy. "Beat Cornell." This obvious

attempt to rally local support for the

team was followed through

with merchandise displays and signs reading:

"After the game attend the Paramount and

.


I

Harry Wilson's Stunf

With Bike Ballyhoo

Gets Double-Eye

Harry Wilson, manager of the Capitol

Theatre, Chatham, Ont., reports that street

stunts have been especially effective in promoting

recent screen attractions.

On "She's Working Her Way through College,"

Wilson built a .special lifesize cutout

of Virginia Mayo which was set on to the

handle bars of a bicycle, along with signs

proclaiming picture and theatre playdates.

The vehicle was pedaled through the business

area by an usherette.

For "The Greatest Show on Earth." an

usher donned a Mr. Peanut costume, provided

by the Planters peanut store, and strolled

through the streets, carrying display signs

announcing the theatre dates.

The local news agency tied in, as well as

a taxicab company, in displaying signs and

theatre copy.

For "Fearless Fagan," an employe dressed

in a lion's costume drove a motorcycle around

town, bannered with appropriate signs.

"Ivanhoe" was ballyhooed with a walking

book and tieups with sporting goods shops via

archery displays. Bookmarks distributed

through the public library and bookstores

gave further impetus to the publicity for this

attraction.

For "Carrie," merchants sponsored a halfpage

newspaper co-op ad based on a contest.

Calendar Ads Offer New

Gimmick in Oklahoma

Calendar programs mailed to rural patrons

have long been standard advertising practice

in small-town theatres, Robert Getter, manager

of the Tallchief Theatre, Fairfax, Okla.,

has a new switch on this type of advertising.

It is a monthly calendar di.splay board which

is inexpen.-ive to make up and commands

attention from his theatre patrons. In appearance,

the display calendar is similar to

the mailing piece except that it is much

larger. Dates are filled In and Getter uses

a large ad mat from the pressbook to illustrate

each one.

The display is placed out front near the

boxofflce during peak .shopping hours and

.serves to adverti.se all coming attractions well

in advance.

Restaurants Distribute

Brochures on 'Because'

Five hundred brochures advertising "Because

of You" were distributed through downtown

restaurants by Ray MacNamara. manager

of the Allyn Theatre. Hartford. Conn.

MacNamara borrowed a record player from

the music distributor and featured Tony

Bennett recordings of the title tune in the

theatre lobby.

Additional publicity was effected by having

Bennett, who was visiting in Hartford, interviewed

by Allen Widem, motion picture editor

for the Hartford Times.

Ads in French Papers

Aid 'Zero' Promotion

Robert Martino, manager of the Capitol

Theatre, Rouyn, Que., advertised "One Minute

to Zero" in English and French-language

new.spapers beginning a week in advance.

Billboard advertising also was used. Arrangements

were made with the Ninth air force

field squadron for an exhibit of rifles, mortars,

etc., in an important main street store

window. The commanding officer permitted

Martino to post notices of the playdates in

messrooms and personally made announcements

during muster period.

The Capitol doorman and ushers were

garbed in army dress uniforms with arm bands

plugging the title of the picture.

Martino promoted an additional window

display consisting of posters, stills and cutouts

of jet sabre airplanes. Bumper strips

were used on 24 privately owned automobiles.

The local

Turkey Giveaway Goes

With All Night Show

An all-night Moviethon offering patrons six

features and five color cartoons was so successful

at the Car-View Drive-In at Louisburg,

N. C, that Manager H. G. Jeffrys scheduled

a followup show November 26.

poultry dealer donated a live turkey as a

door prize. In addition to his regular newspaper

advertising, Jeffrys distributed 3,000

special heralds to exploit the show.

Neither roce, nor creed, nor place nor position

influences admissions for TB attention, WILL

ROGERS MEMORIAL HOSPITAL.

GOLD INDEX

The Showinandiser section in BOX-

OFFICE is designed as a permanent reference

manual of exploitation ideas. The

pages are numbered consecutivel.y through

every issue beginning each .vear in January.

An Index is published every three

months which, with the Showmandiser

sections, can be filed in a loose-leaf binder

as a quick reference directory to any picture

campaign or promotion idea.

This exclusive service in BOXOFFICE

provides the working manager with exploitation

ideas adaptable in every conceivable

lype of situation on any picture,

on many short subjects and for special

occasions and holidays.

The complete Index for the calendar

year 1952 will appear early in January.

Music Tieups, Co-Ops

Give 'Merry Widow'

Advance Billing

Jack Alger, manager of the Majestic Theatre,

LaSalle, 111., used music tieups and special

exploitation to promote "The Merry

Widow." The music store cooperated with a

full window of records and albums of the

picture score, enhanced by art displays. A

local disk jockey plugged "Merry Widow"

records on his daily broadcasts, w-ith mention

of the theatre playdates.

Merchants sponsored large size co-op adsi

in the newspaper, and the Westclox factory

in nearby Peru okayed the posting of two

24-sheets which were seen daily by 4,000 employes.

Alger distributed 100 window cards throughout

the county in addition to 3,000 heraldsi

in homes in LaSalle and nearby communities.

One thousand Lana Turner postcards!

were mailed to rural residents, carrying fulli

theatre advertising.

The picture was advertised through reade;

and scene mats supplied to rural newspapi

and through colorful display pieces in thi

theatre lobby three weeks prior to opening,

During the current playdates, a loudspeaki

was hooked up outside the theatre boxoffici

enabling the music from the picture to be

heard by passersby.

'Hurricane' Is Boosted

By Tropical Display

A tropical lobby display and a street bally-j

hoc helped to exploit "Hurricane Smith" foij

Cecil McGlohon, manager of the Avon TheaH

tre. Savannah, Ga.

A theatre employe dressed as a seaman car-1

ried a large sign lettered, "I keep looking butl

I'll never find more thrills than are found!

in 'Hurricane Smith' etc., etc." At busy street!

corners the man stopped and peered in all{

directions through a pair of binoculars.

In the lobby, McGlohon set lifesize cutoutij

figures of the picture's four stars in the fore*]

ground of the display consisting of palms and!

bamboo mash. Sand gathered from a nearbjij

beach contributed to the tropical setting.

During a recent parade. McGlohon disJ

tributed 50 oversize cardboard passes, each!

lettered prominently with credits for "HurriJj

cane Smith" and the theatre dates, to spectators.

To be valid, the pass had to be pre-j

sented at the boxoffice without being folds

thus rendering additional promotions for thij

picture.

Show Horse Entertains

Crowds for 'Paleface'

T. Murray Lynch, manager of the ParaJ

mount Theatre. Moncton. N. B., persuaded th«

owner of a trained horse to give an exhibition

in front of the theatre, and drew a larg^

crowd on opening day of "Son of Paleface.l

The horse, a winner of 40 blue ribbons and

silver cups, performed 12 tricks. Crowds be'l

came so large, the chief of police requestecj

Lynch to transfer to the parking lot adjacen)

to the theatre. The performance was wel

advertised in advance.

For "The Story of Will Rogers." Lyncl

mailed postcards to all families in town namci

Rogers, inviting them to be his guests o:

opening night.

I'iih the

P tell a

fPfclSt,'

IICEt

10

IS;

c

40

288 BOXOFFICE Showrmandiser Dec, 20, 195:;


'

added

*&- J

Q

Larry Levy Hits Hard

To Promote Ivanhoe'

And 'Adventure'

Liiiry Levy. iimiuiKti ul Ihc Colonlul Thratre.

Reading. Pii., reports on his rocciii

activUle.s covering full-scale cumpulgiLs on

"Ivttiihoe" and "Plymouth Adventure."

For "Ivanhoe." 150 window cards were distributed

and a traveling billboard used to

reach local and rural moviegoers. A banner

was placed acro.ss the main street of town,

and transparent lobby and marquee display^

were on view in advance.

The Reading Bulletin sponsored a crassword

puzzle contest on the picture, and a department

store sponsored a large co-op ad. The

Carvel Ice Cream Co. paid for the printing

:md distribution of several thousand coloring

lontest heralds.

Eleven-by-fourteen cards were displayed on

newsstands through a tieup with the distilbution

of Quiz Illustrated. Three thousand

bookmarks and a like number of blotters were

illstributed through bookstores, lending libraries

and in schools and office buildings.

For "Plymouth Adventure." the visit of the

Mayflower float in Reading prompted Levy

to tie in the exhibit w ith the Community

Chest and received several good newspaper

breaks as a result. Invitations were extended

to teachers of American history for a special

preview of the film, resulting in direct plugs

to students In classrooms.

To stimulate interest in the sponsoring of

special holiday free shows for children. Levy

mailed letters to more than 250 busine.ss firms

outlining a plan whereby they can sponsor

this type of show prior to the Christmas holidays

or at other times such as Easter, the

Fourth of July. etc.

Papers Put Scepter on King

As Texas

p

Weather Prophet

National Contest Is Set

For 'April in Paris'

With the cooperatioii of Air France and

the French government tourist bureau. Warner

Bros, is .sponsoring an "April in Paris"

national contest to promote the forthcoming

release of that title. Winners will fly to

Paris and spend a full week there as guests

of the tourist office.

Exhibitors who play the picture before

February 14 are eligible to set up local judges

committees and submit five entries to a national

committee. Patrons are required to .'•ee

the picture, then submit a letter on "Why I

Would Like to Spend 'April in Paris.' "

Builds Lobby Displays

Jesse Gore, manager of the State in Winnsboro.

Tex., forwards two attractive lobby displays

In competition for the December BOX-

OFFICE Honor Roll. Three-sheet cutouts

made to exploit "The Half Breed" and

"Dreamboat ' a colorful touch to the

lobby and drew much attention from patrons.

,pow«J

'f

Qets Two Co-Op Heralds

Fred Barthel. manager of the Margie Grand

Theatre, Harlan. Ky.. promoted two co-op

heralds on recent attractions. Merchant ads

on the back of the circulars paid for the ad

literature on "What Price Glory" and "The

Crimson Pirate."


Theairemen Cash In

With National Tieup

For 'Because of You'

Theatremen working in cooperation with

department store executives are developing

window displays and co-op advertising by

participating in the Big Payoff contest set up

nationally by Universal-International on "Because

of You." The object of the national

tieup is to select a "Because of You" girl via

local tieins with television stations which

carry the Big Payoff program.

In Atlanta, Bob Moscow, manager of the

Rialto Theatre, capitalized on the fact that

Gale Reed, child actress in the film, was in

town and created a three-w'ay tieup with the

Davidson Paxon store. Moscow set up a deal

to have the child appear at a style show held

at Davidson Paxon's and promoted a fullpage

co-op ad from the store which appeared

in the Atlanta Journal.

Howard Higley, manager of the Allen Theatre,

Cleveland, arranged his tieup with Federal

Stores, Inc. The local merchant offered

a complete wardrobe to the local contest

winner, with full-scale window displays promoting

the picture playdates and the WNBK-

TV show. Interior displays helped to stimulate

interest and encourage local girls to enter

the contest.

Similar tieups were set on the opening of

the picture at the Center Theatre in Salt

Lake City with the ZCMI department store.

In Chicago, the tieup was made with the

M. L, Rothchild store.

Plant Employes Hear

Public Address Plug

L. A. Wilkins, manager of the Gaimiont

Cinema in Stratford, England, arranged with

Robertson & Woodcock, candy firm, to have

Bing Crosby recordings from "Just for You"

played in the employe canteen during the

lunch period.

Announcements were made over the public

address system to the effect that "Bing

Sings 'Just for You.'" Art work of posters

and stills featuring Crosby and Jane Wyman

were displayed in the canteen. Some 400 employes

were exposed to this advertising for

several days in advance and during the engagement.

A singing competition was introduced among

the Robertson & Woodcock workers, with

contestants trying to imitate Bing's style of

singing. This stunt wa.s very popular, with

most everyone joining in. The winner was

invited to .see "Just for You" as a guest of

the management.

A full window display at Laurie's on Angel

Lane was tied in with a conte.st inviting folks

to name the six best-selling Cro.sby records

of recent years. Prizes of sheet music and

records were awarded the winners.

Gives Away Turkeys

Norman Prager, manager of the Palace in

Oneonta, N. Y., promoted ten turkeys as a

pre-Thanksglving giveaway. The sponsor also

gave the Oneonta Theatre ten turkeys.

42

DRIVE-IN THEATRE

RAMP IND EXIT LIGHTS. Move Traffic Fottar

DRIVE-IN THEATRE MFG. CO.»V.r"'r»!r„^l«*

KinliiClly. Mo

NUGGETS

Roy Kane, manager of the Reeves Theatre,

Elkin, N C, booked an all-night moviethon

as a business stimulant for Thanksgiving eve.

Beginning at 10:30 p. m., the theatre presented

five features and foiu- cartoons in a continuous

show which lasted until dawn. Free

doughnuts and coffee were served as a

Thanksgiving day breakfast. In addition to

the usual advertising facets, circulars were

distributed house to house advertising the

moviethon.

B. E. Smiley, manager of the Playhouse,

Statesville, N. C, tied up with the Sears. Roebuck

«fc Co. for a Christmas party on Saturday

before the holiday. Six cartoons and a

serial were booked for the occasion to augment

the feature film. The firm donated a

bicycle and supplementary gifts for door

prizes, and supplied free popcorn, candy and

comic books for every child who attended.

Verne Hudson, manager of the Capitol Theatre.

St. Catherine, Ont., distributed several

thousand bookmarks advertising "Les Miserables"

to local college students and through

the public library. Hudson wrote personal

letters to the principals of three high schools

who obhged by plugging the playdates over

the public address system at their respective

schools.

Buzzy Blondell, manager of the Imperial

Theatre, Sarnia, Ont., attracted plenty of attention

to "Lady Godiva Rides Again" by

parking a shaggy white horse in front of the

theatre. The horse was covered with a flashy

plaid blanket on which was lettered. "I'm

reserved for 'Lady Godiva' etc."

Arnold Kirsch, manager of the De Luxe

Theatre in the Bronx, N. Y., booked a special

Christmas day program for children, with

short subjects and cartoons to augment the

regular double-feature show. Through a tieup

with the Hyklas potato-chip company, every

youngster who attends will receive a large bag

of potato chips.

Christmas Background

Enhances Calendar

An attractive Christmas background on a

monthly calendar was used by George Robinson,

manager of the Odeon Theatre, St.

Thomas, Ont., to announce the program of

December screen attractions. Season greetings

were extended in scroll letters, with the

star of Bethlehem prominent at the top of

the page. Merchant ads on the back of the

calendar paid full cost of the promotion.

Residents throughout the area received the

calendars in the mail in a colorful Christmas

envelope.

Publicity for Model

The use of an attractive Japanese model as

advance press agent for Willie and Joe in

"Back at the Front" was responsible for newspaper

feature items in the New England territory.

When the model arrived in Hartford

to herald the opening at the Strand, Manager

Jim McCarthy arranged a number of

newsjjaper interviews. The Hartford Times

u.sed a two-column special under the byline

of one of its feature writers. Rural papers

likewise came through with extra publicity.

— 290 —

Screening of 'Barrier'

In England Launches

Month of Publicity

Wide local interest was aroused for "BreakI

ing the Sound Barrier" at the Ritz Cinemil

in Woking, England, after Manager S. eI

Pascoe Williams screened the picture fo;l

local and county civic officials, school headsl

Red Cross representatives and officers of thi|

Sea Cadets.

The Woking Review published news anJ

nouncements almost a complete month prioJ

to the opening and ran a daily serialization of

the story.

All stores retailing Eveready batteries

window displays. Williams displayed posterl

in nearby factories, clubrooms and transportal

tion centers, and promoted 20 prominenl

stores for special art displays tieing in thif

theatre playdates. Sticker labels were pastecl

on morning newspaper deliveries and on pari

eels in local stores.

For "Ivanhoe," all schools in the area w'enl

contacted, and members of the Minors clul

were reminded of the playdates on two Satur|

day shows prior to opening.

The boxoffice was transformed into a castltl

flanked by six large shields lettered w'ith salel

copy. Eighteen merchants displayed theatr|

advertising in their windows.

Amateur Safecrackers

Try Skill for 'Thief

Amateur and professional safecrackers wen

invited to try their skill and win free theatrl

tickets in a lobby promotion set up by Abl

Ludacer, manager of the Valentine in Toledcl

to focus attention on "The Thief." Ludacel

obtained a Meilink safe for the purpose ami

promoted gifts from merchants for additional

prizes. WTOD sponsored a contest offerinl

guest tickets to listeners sending in the long!

est lists of film titles which included thj

word "thief."

Has Turkey Giveaway

Monroe Kaplan, manager of the StranJ

Theatre. Delaware. Ohio, promoted a turkel

and ham giveaway as a pre-Tlianksgivinl

busine.ss stimulant. A number of tm-keys amf

hams were awarded to lucky ticket holdenj

Kaplan has completed arrangements with

neighborhood home appliance store to adver|

tise on the back of his house programs as

regular weekly tieup.

Stages Yo-Yo Contest

A yo-yo contest attracted a capacity crowJ

of kids to a recent Saturday matinee at thf

Wicomico Tlieatre, Salisbury, Md. Winnin:|

contestants received prizes promoted from

neighborhood top shop, and Manager Joe Mel

Cann planted a story on the contest on pag|

one of tile local paper.

24 Sheet Cut to Fit

Ray Leveque, manager of the Albert Thea|

tre, Berlin, N. H., covered the front entranc'

doors with a 24-sheet advertising "Les Misers-,

bles. The 24-sheet was cut to fit the variou.

sizes of the doors, attached to linen, and thei

fastened to the doors to provide one conij

tinuous display.

BOXOFFICE Showmandiser Dec. 20, 195a

j


A Stction of

December 20. 1952

wt THctuAe me/tc/ia/wiU^

GuicU

f*'*'Ji3^''TWs Issue

tie

tiiiiS

filtlK'

toliW'^'

w-

PROGRAMMING AND PROMOTING

IHE shorts subject IN 1953

WALT DISNEY

His Mickey Mouse Objaoti

,4 25th fiirthijay Pnnp 9


I

I

Alfred Starr talks tomorrow's ticket sales • . .

President cf Theatre Owners of Ameriea tcUs uhiit's in the stars . . .

Mr. Starr, one of ihe cniintry's outstanding exhibitors, says: "When

we speak of building good will, we are thinking largely in terms of

tomorrow — of developing patrons for the eontinning and future

growth of our industry. At tlie same time, we are giving attention

to our patronage of toda>'. What better way is there to achieve this

dual requirement than through the cultivation of young patrons?

Not only do they represent a major part of our present audience;

they are our future audience as well.

"Inasmuch as the industry cannot accomplish this alone, it has

been very gratifying to me that such excellent assistance has been

given us by the screen magazines."

When it comes to screen magazines, Modern Screen is far and

away the leader. It has led all others on America's newsstands e\er

since rj47. Not only that, but it's bought and read b> \our best

movie customers. Better than 9 out of 10 Modern Screen readers

are under 35; 84% arc under 30 . . . and sour best audience tor today

and tomorrow is the young audience.

The >oung women who read Modern Screen, co\er to cover and

month after month, are 22 years old on the average, have family

incomes fil5f above the national figure . . . and there arc 3,000,000

cf them. E.xhibitors anil advertisers alike recognize the tremendous

potential this audience has for them. One more proof of this recognitio)!

is the fact that Modern Screen winds up 1952 with more

advertising linage and revenue than in 1951!

modern screen

America'^ Great Screen Magazine

DELL PUBLISHINa CO . (NC .1 FIFTH AVENUE. NEW YORK 16. N. Y.


L

Kansas

Dkckmiikk 20.

|«)S2

The Motion Picture Merchandiiing Guide

'':ii

SECTION

This is our sfcoiui annual short subjects section.

We are underslandably proud of it. The first time is

important, but the second is more so. It means that the section

has been accepted as a valuable service by distributors

and exhibitors alike. Indeed, we have been told so by both.

They expressed appreciation ail during the past year

for our listing and classifying of the product and noting

it

promotional possibilities.

Therefore, we are doing exactly the same in this issue for

the 1952-53 short subjects availabilities. As we stated

last

year: "Theatremen know their patronage, a knowledge

which with simple good taste and common sense in progranuning

constitute the other necessary factors to making

boxoffice use of these indispensable and amazingly inexpensive

ingredients to the theatre program."

That still goes. So does the fact that if you will read

and study this short subjects section, and clip the Pre-Selling

Guide as a handy reference, you can i)rofit thereby.

con tents

FEATURES:

I he Wuy.s tu Lxploit a Short

Are Many 4

What Mickey Mou.«- Han Meant

to Me: Wall Disney 10

Carey \\ ilxm \\ riles Alioul

.NostradaiMU.s 14

SHORT SUBJECTS PRODUCT:

Allir.l Artist-- 19

(loiuuiliia 18

Melro-tioldw yn-Mayer 14

Paramount 12

HKO Ka.lio Pictures 8

Hepublic Pictures 19

20lh Century-Fox 21

L nited Artists 21

I niversal-lnternational 20

Warner Bros 16

THE SHORTS EXECUTIVES SPEAK:

Maurice Crad. Columbia 18

Sidney Kramer. RKO 8

\^ alter I-antz. I -1 producer 10

Norman Morav. Warners 16

Oscar Morgan, Paramount 12

Irving Sochin, Iniversal 20

DEPARTMENTS:

Magazines 22

Tie-In Contests 12

NATIONAL PRE-SELLING GUIDE:

A service section listing new films

for which pre-selling campaigns

have been developed, with tips to

exhibitors on how to tie in at the

local level 2,S

The PROMOTION Section of BOXOFFICE is included in the third issue of eoch

month. Editorial or general correspondence should be oddressed to Associated

Publications, 9 Rockefeller Ploza. New York 20. N. Y. Eastern Representative

John G Tinsley; Central Representotive: Ewing Hutchison and E. E Yeck. 35

East Wacker Drive, Chicago 1. Ill Hollywood Representative; Ivan Spear. 6404

Hollywood Blvd., Hollywood 28, Calil : Western Representative: Bob Weitstein.

672 South Lafayette Park Place, Los Angeles 5, Calif. Manager of Sales and

Service; Herbert Roush, 825 Van Brunt Blvd .

City 24. Mo

NATHAN COHEN LOU H. GERARD

fxecutive Editor

Cditot

JOHN G. TINSLEY

Adrertiiing Manager


SUN

,

7«l«

THE WAYS TO EXPLOIT A SHORT ARE MANV

Exhibitor Experience Shows That the Extra Effort Pays Off in Added Business

by LOU GERARD

A number of proven campaigns and a

generous amount of product whose promotion

values and avenues are also clearly indicated

are present in the various shorts

scheduled for the 1952-53 season.

Included are two important 25th anniversaries—that

of Mickey Mouse and Paramount

News.

Many Exploitation

Opportunities

Walt Disney's international animated

character provides a real exploitation peg,

for bringing back some of the old favorites,

singly in support of some programs and in

anv number as kiddies shows or Mickey

Mouse festivals. That the name has sales

magic is

proved by the millions of dollars

of merchandise sold annually under

Mickey's label: this appeal can be bolstered

by theartes via the usual campaign channels—ad

slugs, theatre lobby and front

displays, and special publicity plants with

newspapers, radio and TV.

RKO and the Disney office are already

working on the anniversary campagin, one

feature of which will be the putting together

of several of the top shorts into a complete,

short feature. Special advertising and publicity

material, as well as accessories, will

be available shortly through both offices,

as well as National Screen. Based on the

25th anniversary theme, Mickey Mouse

publicity material in support of playdates

should find good reception in all local

media.

Magoo Festival in England

That special programming of star shorts

like the best of Mickey Mouse can be successful,

is being proved currently by the

Mr. Magoo series from United Productions

of America, which releases through Columbia.

The bellicose little fal man enjoyed

SHO business recently at the (^ameo Theatre

in London, England, when that theatre

ran a Mr. Magoo week. The theatre ran

five of the shorts as the fe:iture. got critical

apjiiause as well as top grosses, and sold

ihe show with the same kind of campaign

it gives regular features—ads, window and

other tieu|)s, and marquee, front and lobb\

display.s. A(la|)ling ibe idea here is M(--

Alisler Marshall of tiie l!niversily Theatre

in Charlottesville, Va., who is running a

Magoo Festival late this month. Karlicr

this year, W. H. (;ingell of the lliser Theatre,

Bethesda, Md., a suburb of Washington,

D. C., billed another I PA sliorl,

"Kooly Toot toot," over the "accompanying"

feature, using the Life spread on the

short as advertising bait in the Washington

newspa])ers.

The same kind of l.iliiil(pics, varied acording

to ihealre thinking and hxalion.

^ FRIDAY

\S/ DEC.

-I

Enn

15-CARTOONS-)5

AND NOVELHES

CAmfmm

M

^gCfiffmii

Ut^ TECHNICOLOR \

- ^'^^ m ONI WANT 1410UI (

5 0-*y LAW SHOW . . . «M M

^ ^.[.J

fe ^~

ck>«cta

ONI ratKRMANCI i

ONIT . . . ir'mjj

ff^K

nilDAY. D€C.

The cartoon festival is a familiar story with exhibitors by now, but it continues to pay ofM

ond handsomely where proper exploitation is carried on. The Minnesota Amusement Co., ml

strong holiday promotion program, is putting special emphasis on the cartoon program. Shoil

here are some ads devised by Ev Seiber, advertising-publicity director, and slugs which manager

can spot at the bottom of their regular ads.

pecker; Bugs Bunny, Casper the Friendly

Ghost and Terrytoons, all of which have

created widespread public acceptance and

following over a period of years.

In most instances, licensed merchandise

handled by local merchants can be utilized

for added exploitation values. All have

comic books, excellent as premiums for

kiddy shows, and the merchants will take

newspaper ads and distribute handbills in

return for lobby or screen credits. Most

ffm "MOVIE OF

11113 THE WEEK"

^^^

32 Minutes of Funf

MRmeoo

CARTfiON FESTIVAL

Return of thelexan

^^LE ROBERTSON-JOANNE DRU ^imm

SAT

. 6 MON

APBIl 19 - .'0 - 21

3 DAYS! .

WIKONSIN A«(NU(

W. R. Gingcll of the Hiscr Theatre in Bethesda,

Md., discovered that billing a short subject and a

festival of a popular character above the feature

film can attract real business. The "Rooty Toot

Toot" short and a Mr. Magoo fcstivol properly exploited

did unusually fine business

will contribute various licensed articles J

added giveaway pulling power, and w;l

use their windows to tie in their merchaj

dise with theatre and jilaydate credits.

One cartoon is worthy — of especial note

exploitation possibilities "Gerald McBoin

Boing's Symphony"'—which can be adve

tised and publicized on the basis of tl|

original McBoing. using the "Acaden

award winner returns'" kind of ad lines i

calling attention to

the worldwide e.xcellel

notices it received. Another from UFA I

"Madeline," based on the Ludwig Bemq

mans' children's story, and tied into puJ

lishers' Simon and Schuster Golden Boo

edition of the classic. The publisher hi

alerted his large field staff to work

theatres on this subject. In many cases 1

will be facilitated by the fact that the!

men are now and have been working al

lively with theatres on selling such booif

and records in lobbies.

The so-called "offbeat" short has

proven by 20th Century-Fox as a busine

getter when a campaign is put behind

as was done with "I Remember the GloH

(art of Boticelli) during its two-week n|

at the Boyd Theatre, Allentown, Pa.

short is one of a series, in Technicolor,

seven on immortal artists, produced bo

here and abroad.

The theatre really went to work at it.

sponsored two special high school

contests for students in the entire counti

one for seventh to ninth graders and t|

other for tenth to 12th graders. Prize wi

iicr in the first group received a free tri

to Philadelphia for two: second grouj) wit

ner got a trip lo \\ asiiinglon. Twenty-fil

nnniersup in each division were awards

color reproductions of famous paintings.

To insure circulation of the contest, tlj

theatre handed out special student discou

tickets al the theatre, all junior and seni|

tfe'i

|Sft ....

|iiti,W.

PROMOTION SECTId


^ess

ilinies lo

p

on

19s

piijui

M w

'skortl*''

'os as a I

Is pui w

fmiertln

ili

entoini.

|1(0'«»

fi

Techri

in

jecono i"

joiisp

high -tchool;* uihI the main IiIm.iis. Ii );uI

cxcrllrnt i()i)|HTatinn (roin the (iall-(!hr''

brochure eontaining coh>r reprints of some

of the paint injjs shown in the series were

handed out.

Response by Students

Students respon(h-d In lln- 1 ,impai;;ti. lipping

the IJoyd's };ross ((in.si(liTal)lv (hiring!

the two weeivs in whieh tile sliorl run. It

was hilled, incidentally, as the "world

prennere." which [jrohably gave it some

impetus, although the contest and the en-

Isuing civic and merchant cooperation acituallv

huilt the Itoxoffice.

When the subject of nc';as played llbi-

Icago's I'alace, the theatre hit hard at bookstores

and art shops, and good window and

in-slore displays of books on the painter

himself and reproductions of some of his

works.

Another highly exploitable series was

kicked off on December 17 in San Bernardino,

Calif., where Joseph C. Rodriguez and

his bride were married. As the winner of a

jCongrcssional Medal of Hoiu>r in Korea,

jSergeant Kodriguez is one of four Ameri-

(cans whose story is told in Vi . K. Frank's

liMedal of Honor series of four half-hour

Ifeaturcttcs on this same theme, chosen tmni

rmong 800 winners of the Medal.

Producer Frank took to the road personally

to exploit the series, and because

(of its nature was able to achieve not oidy

Jocal but national publicity breaks. For

le San Bernardino (Rodriguez's home

iwn)

premiere, newspapers, press associaions,

radio, newsreel, TV, magazines, railoads

air

lines and the U.S. army were all

n hand, which media should shuttle a

ivealth of |iiil)licitv material nationally.

This material in turn can be utilizctl at

he local level.

Released Through UA

The series is being released through UA.

Among Warner's releases are a number

if subjects on which extra handling can

iring returns. "'Thar She Blows," a whalig

story, has already had national breaks

such magazines as Life, Time and Argosy,

a dozen others to break shortly. These

an be put together for theatre display ma-

,erial that packs punch. "Cruise of the

has marquee name power in Errol

lynn, and "Sporting Courage'' will get

ocal backing from veterans organizations

)ecause of its subject matter, W Orld War

I amputees who were former ski ihamps

nd who are continuing to ski, on one leg.

lis subject has inherent human interest

ppeal.

Exhibitors who have played, and paid

me selling attention to the Disney True

lie Adventure series (".Nature's Half

ere," "Water Birds." etc. already know

I

rips to Famed .\rt Museums "J^

Top Pri/.t's for Ussays Ba.M>d J.#]

On Film Stor\ of Botticelli ^-

c'TwoF AUEnroiun p

, IM U* {^

r


AGAIN IN '53 K

RKO BRINi

RKO's BLENDED line-up!

Top-quality musicals, comedies,

dramas, sport subjects

and "Specials" to give

the proper blend for any

feature program.

RKO-PATHE s

"OPERATION A-BOMB"

l\IXW ri-kiiik w -w

COLOR rSATURETTE

The most astounding explosion since man began,

shot-on-the-spot in thrilling Eastman Color.

So overwhelming, you see it, but your eyes can't believe it!

RKO-PATHE "SPECIALS"

The living drama of today, brought to the screen in newsand-story

form v/ith full eye-witness emotional impact.

RKO-PATHES FOOTBALL HIGHLIGHTS

Climax plays and thrills of 1952's ace teams in their most exciting contests.

RKO-PATHE s SPORTSCOPES and SCREENLINERS

Top figures in action in all

fields of sport; and headline names

from the wide world of entertainment.

RKO S

GIL LAMB and NEWLYWED series

Two terrific 2-reel series that lead the field for non-stop laughter.

iX-

RKOS RE-RELEASES

The pick of the best for entertainment, including:

LEON ERROL and EDGAR KENNEDY comedies, and the

PHIL HARRIS-JACK CARSON and LOUIS PRIMA

and LUCILLE BALL musicals.

• • • FOR SHORT PRODUCT THAT MAKES ^OL


lU THE 'FEATURE-VALUr SHORT PRODUCT!

WALT DISNEY

SINGLE-REEL CARTOONS

Color by TECHNICOLOR

"Name" attractions that can't be matched at any

price ... backed by year-in-year-out publicity,

merchandising

and promotions throughout the world . .

with those stars loved by young and old — MICKEY

MOUSE, DONALD DUCK, GOOFY, PLUTO, CHIP n'

DALE and many others.

^^^'«('

WALT DISNEY'S

TRUE-LIFE ADVENTURES

Prints by TECHNICOLOR

The "Academy-Award Series". . . and

the most sensationally

successful in

history. .. backed by tons of spontaneous

publicity and acclaim! Booked by the nation's

finest theatres!

Current:

"OLYMPIC ELK'* • "WATER BIRDS"

Coming soon: "BEAR COUNTRY"

./

'^1\

^4^^ O WAtrOISNET PRODUCTIONS

.ti.

«*{» W. . . CONTACT YOUR RKO EXCHANGE!


Exploitation Material -Is Plentiful

In RKO Radio's 81 Short Subjects

I

'Alaskan Eskimo' First in New Disney Series;

'Operation A-Bomb' a Spectacle in

Color

IIKO Radio's 1952-53 program of shorts

continues to reflect the company's efforts

t(i provide the exhibitor not only with a

liiieuj) of product tliat is aimed at all classes

of patrons, but also one that gives him

I)leiily of leeway exploitation-wise.

Thirty-five two-reelers, 44 one-reelers and

two in Technicolor specials make up the

program.

Extra added releases will be the new

Walt Disney series with color by Technicolor.

Places and People, the first of which,

"The Alaskan Eskimo," will shortly go into

release, and "Operation A-Bomb," first motion

picture in color of an A-bomb explosion

made available to

to be released on January 16.

the general public,

In the two-reel category are 13 RKO-

Pathe specials; six Leon Errol comedy rereleases;

six Eldgar Kennedy comedy rereleases;

four comedies starring Gil Lamb;

two comedies featuring the Newlyweds; two

musical rereleases and two black-and-white

specials.

One-reelers to be delivered during the

1952-53 season by the company comprise

If! Walt Disney Technicolor cartoons; 13

KKO-Pathe Screenliners and 13 RKO-

Pathe S])ortscopes.

An extra special "Special" down for May

15 release is "Mickey Mouse's Birthdav

Party," running approximately 45 minutes

and released to commemorate the 25th anniversary

of Walt Disney's little star.

FiKO-Pathe's two-reel specials usually

contain exploitable features, with the new

season's releases no exceptions. Topical as

to subject matter, they have proved a boxoffice

adjunct when some effort is exerted

by the exhibitor.

The company is continuing to rerelease

the Leon Errol and Edgar Kennedy comedies

because of their name value draw.

These are complemented by two other

series gaining in popularity—Gil Lamb

and the Newlyweds.

Walt Disney's True Life Adventures

"Water Birds," currently in release, and

the forthcoming "Bear Country"—are the

two Technical specials.

The musical rereleases consist of Phil

Harris and Jack Carson in "Harris in the

Spring, and Louis Prima and "

Lucille Ball

in "Swing It. " The two black-and-white

specials are "Football Highlights" and

"Basketball Highlights."

In the one-reel field, Walt Disney's

Technicolor cartoons again assume i)rime

importance on the release schedule, with

Mickey Mouse and Pluto, Donald Duck and

His Nephews, Goofy and Chip'n-dale set to

Six Leon Errol two-reel comedies will be rereleased

during the coming season, a scene from one

of which is shown here.

Gil Lamb who has established himself as two-re

comedy favorite will appear in four subjects.

continue strictly for laughs.

Screenliners. too, are back, covering

wide variety of subjects including "Johnm

Gets His Route," which because of tb|

newsboy subject matter can get newspape

cooperation in the form of publicity ani

newsboy contests.

'Lili' Among Star Selecfions

American magazines Januar\ movies-o

the-month feature product from most iiitt

majors. Selected are MGM's "Lili" wil

Leslie Caron; Fox's "My Cousin Rachel'

Warner's "April in Paris," with Doris Da

and Ray Bolger; RKO's "Never Wave

a WAC," with Rosalind Russell; Jami

Michener's "Return to Paradise" with Gai

Cooper; U-Fs "Meet Me at the Fair," wil

Dan Dailey. and Columbia's "Last of tl

Comanches.'"

Newspaper Aid for Short

RKO's Screenliner short, "Johnny Ge

His Route," is getting local exploitatio

assistance from newsjiapers on the basis

its subject matter, the route newsboy. 11

subject was screened this month for tl

American Newspaper Publishers" Ass'n ar

the newspapers leading trade journal. Ed

tor and Publisher. It was also screened f<

tiie

postmaster general and his staff.

t..

,.l

V

This Has Been a Year of Solid Productivity in the Short Subjects Departments

by SIDNEY KRAMER

Short Subjects Sales Mgr., RKO

In spilif of riiounliny co.sls,

the producers of short .subji-rls

havi- (lispjaycd an unu-ual

tl-^rvr of \ilalily. enterpii.se

and iiiKenuily in the

year sinre llie last short subject

issue of Phomotion. a

j;i-niTous increase in the use

of color prevails, new sul)jccl

nialler bus hi'en tackled, and

new ideas have been piven a

chance.

'I'lii- result lias been the delivery

of a uundier of extravalue

short vubjccls. havini; in

them l)oX(]ffici> potentialities

worthy of uiany features.

In our own company. Wall

Dinney has fidlowcd up liis

earlier True Life Adventure

pictures with outstanding

shows in "Olympic Elk" and

the beautiful "Water Birds."

The next subject, "Bear Country."

will l)e released soon.

.Apart from winning awards of

all kinds, ilii'ir pidilic acceptance

the world over is highly

gratifying. As a result, exhibitors

everywhere are using

them more and more as the

second feature in double feature

situalicuis. as well as a

strong added attraction to the

feature in jsingle feature

houses. The exhibitor has

found, too. that thorough adverti-ing

and exploitation of

these pictures promotes audience

goodwill and increases

Sidney Kromer

bis boxoffiir take, simultaneously.

Disney has set about creating

a new series into wliich

be will pour the same artistry.

Ibis series, known as People

and Places, will bring to motion

picture screens cnlerlainmi-iil

comparable to the True

l.ifcs. I have seen a rough

cut of the first relea.se, "The

Alaskan Eskimo." It is my

firm belief that the new series

and the first subject will score

an entertainment bulls-eye,

everywhere.

KKO-Pathe. loo. has delivereil

an unusual and highly

absorbing short in "Operation

A-liornb." photographed in

new ICaslman ccdor. This is

the first motion jiicture in

color of the .\-bonib explosion

pertiiilted for general exhibition.

For the first time motion

picture audiences will be able

111 see what an A-bomb explosion

is really like. They will

see it and won't believe it!

Exhibilors easily can make

this picture pay off handsomely

for themselves.

The staple merohandise

this short subject field is b

ler than ever. Our own oi

reelers. sport pictures and Iv

reel comedies reflect inlerc

ing subjects and outstandi

names. There are shoi

available for everv conco

able type of |)rogram.

Aiuliences liki' shorts. w»

shorts, anil miss them wh

they are not on the progra

Kxbibitors who deprive tin

patrons of this product, lo

audience goodwill and hi

only themselves. F.xhibitc

who miss the opportunities

advertise and exploit shot

are ignoring the opporlunitil

for extrapidfil dollars.

'

NE

JI.G

M.(

PROMOTION SECTIONj


JUNIOR IS SO

*'-'"* - M'

«^,

• ]» EST

Let me say for him that

his first 4 M-G-M

Shorts starting the

New Year are the

best group he's ever

had, truly feature

quality!'^

They're So Popular!

TOM AND JERRY

M-G-M's "The Missing Mouse'

(Color by Technicolor)

Produced by Fred Quimby

Delightfully New!

PETE SMITH Specialty

M-G-M's "Aquatic Kids"

photographed in Florida's beautiful

Cypress Gardens

r) Showmanship

NEW NOSTRADAMUS

M-G-M's "Nostradamus Says So" is

the first of an exciting new series.

Produced by Carey Wilson.

Tops in

Travel!

FITZPATRICK Traveltalk

The land of Hans Christian Andersen is

shown in M-G-M's "Land of the Ugly

Duckling." (Color by Technicolor)

SEE THEM NOW AT YOUR M-G-M EXCHANGE!


WHAT MICKEY MOUSE HAS MEANT TO ME

As the Creator of a World-Famous Character,

Walt Disney Talks About His Early Days

by

WALT DISNEY

Mickey Mouse to me is a symbol of independence.

He was a means to an end.

He popped out of my mind onto a drawing

pad 25 years ago on a train ride from

Manhattan to Hollywood at a time when

the business fortunes of my brother, Roy,

and myself were at lowest ebb and disaster

seemed right around the corner.

Born of necessity, the little fellow literally

freed us of immediate worry, provided

the means for expanding our organization

to its present dimensions and for extending

the medium of cartoon animation toward

new entertainment levels.

Mickey came along by luck-inspiration

on the heels of my failure to continue a

distribution arrangement in New York due

to conflicting ideas. He enabled me to go

ahead and do the things I had in mind;

the things 1 foresaw as the natural trend of

An Early Mickey Mouse Trade Ad

PRODUCED BV

•%ALT DISNEV

DRAWNI BV

UBIWERKS

CHARLES J. GlEGERICH

EA.STfcRt^ REPRESENXATTVe

723 7'=A!/E~ NEW York

film fantasy. He s])elled production liberation

for us.

His first actual screen appearance was

at the old Colony Theatre in New York in

"Steamboat Willie," with its sound effects

and cautious "speech."

I thought of him from the first as a distinct

individual, not just a cartoon type or

symbol going through comedy routines. I

kept him away from stock symbols and

situations. We exjiosed him in cl(jseu|)s.

Instead of speeding the cartoons as was

then the fashion, we were not afraid to

slow down th(! tempo and let Mickey emote.

We allowed audiences to get familiarly

acquaintt^d with him—to recognize him as a

(Note: Both Walt Disney Productions and RKO

are moking elaborate plans to celebrate Mickey's

sihcr anniversary in '53,

personage,

of situations.

motivated by character instead

Quite consciously, too, I had been preparing

Mickey and his pals for the advent

of sound.

I had made quite a few silent pictures

prior to "Steamboat Willie." It may seem

a curious thing that even in this early

films, with their explanatory balloons, I

thought of them in terms of sound and

speech and dreamed of the day when the

voice would be synchronized with the silent

action. But, I felt sure it was coming. Our

tempo and rhythm and general animation

technique were already adjusted so that

sound would fit in readily when it came.

Of course, sound had a very considerable

effect on our treatment of Mickey Mouse.

It gave his character a new dimension. It

rounded him into complete life-likeness.

And it carried us into a new phase of his

development.

Mickey had reached tbe stage

whe re we had to be very careful

about what we permitted him to

do.

He had become a hero in the

eyes of his audiences, especially

tbe youngsters. Mickey could

do no wrong. I could never attribute

any meanness or callous

traits to him. We kept him lovable

although ludicrous in his

blundering heroics. And that's

the way hes' remained, despite

any outside influences. He had

grown into a consistent, i>redictable

character to whom we

could assign only the kind of

role and antic which were correct

for his reputation.

Naturally, I am pleased with his contiimed

pojiularity, here and abroad, with

the esteem he has won as an entertainment

name, among youngsters and grownups.

With the honors he has brought our studio.

With the high compliment bestowed when

his name was the password for the invasion

of France, and w ith his selection for insigne

by scores of fighting units during the war

years. These are tributes beyond all words

of appreciation.

In a business way, as I have indicated,

Mickey meant almost incalculable things

to my brother Hoy and to me as we went

through our ups and downs toward founding

our present organization with its Burbank

studio, its extensive personnel and

its continuous picture schedules.

At this turning point in our career, already

referred to, I needed just such a

fresh cartoon personality to sell a projected

The business fortunes of Walt Disney (R) an«

his brother Roy were at a low point when tha

Mickey Mouse idea

struck.

series of short subjects after faibng to gel

over my ideas about another cartoon van

ture in New York. The proposed new series

I felt, had to rely on a sustained characte

appeal rather than on the merit of ew '

separate issue. Mickey fitted the n

exactly.

He brought in the coin which saved lh(

day.

He paved the way for our more elaboral

screen ventures. He enabled us to explo:

our medium and to evolve the technir

advances which were to appear in our fi

feature-length animation fantasy, "Sno

White and the Seven Dwarfs," and succesi

sively in other features.

In his immediate and continuously su

cessful appeal to all kinds of audience

Mickey first subsidized our Silly Symphon

series.

From there he sustained other ver

tures, plugging along as our bread-an

butter hero. He was the studio prodigy an

pet. And we treated him accordingly

In due time we gave Mickey that coi

trasting temperamental side-kick, Donal

Duck. Pluto, the naive, credulous hound

came along. We used to play these threi

together in the same picture. Later w

divided the shorts into se])arate vehicles fo

Mickey, Donald and Pluto. Tliis me—

fewer pictures for each. and. of cou

Mickey appeared less often.

He still speaks in my own falsetto

pitched voice, as he has from the first. Ii

the early days I did the voice of most o

our other characters, too. It wasn't finan|

cially feasible to hire people for such as

signments. In "Steamboat Willie," in addil

tion to speaking for Mickey. I also suppliei

a few sound effects for Minnie, his gir

friend, and for the parrot.

For Mickey's first picture. 1 planned ti

go all out on sound. And those plans cam'

very near spelling a major disaster for us

To launch our picture impressively,

had hired a full New "^'ork orchestra witl

Continued on page 21

'

10

PROMOTION SEC^O^


I

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P^RAMpUNt SHORTS

N

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» PARAMOUNT NEWS

FOR

Special

TODAY

THE BEST SHOW IN TOWN^

/^AClDCD THE FRIENDLY GHOST

ViM^rCllv Color by TECHNICOLOR

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'My Stars! That's Ml

—Starred

(Modesty torhids lovable C;ispcr telling you how exhibitors

all uvcr the nation are puttinj; the 6 Casper Shorts in lights

because this is one of the most popular series ever

released. Kids and grown-ups all love Casper!)

lUUUllttUUilUlttU!'

SIEW

ARTOONS

4 PjOPEYE CHAMPIONS

iimmimi4iu«n )

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^ J6NOVELTOON

CARTOONS

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iiiiio pi

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araiDoiiiM pals in li^ht^

too! I hat's hccausei

jhowmen know they'l

marquee-worthy onj

Color b\ I iclimcolor

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Iturochicinj; a New Series !

Coloi in 1 tcliiiKiili II

innuininHiinnnnHittn'

play tie

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urate vf

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account they re |

.real ticket-sellers!"

6 PARAMOUNT

PACEMAKERS

L nusuai 1 -iiiiiis

Produced by Justin Herman

tl2|GRANTLAND RICE

^^^•^

J

SPORTLIGHTS -^

» ^nmmm tm

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jack Katon

mnmmuMMumnuiinnmninnnnnfTinnnr

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produced by Famous Studios

lilt.

RPIII^If**W

dipARiMbUNt

TOPPERS

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Some starring " 1 he Little Kxpiit"

6TWOJrIeL

MUSICALS

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Color by Tecliiiicolor \

VJ

* (brt)Uglu back by popular demand) \!A

M

PARAMOUNT NEWS, rhe Eyes and Ears of the World

. . . issued twice weekly . . . Greatest newsreel of them all!


Trend to Color Marks

Paramount's Shorts

Product Schedule

40 of 64 Subjects Are Tinted-

Anniversary for Newsreel

The trend to more color has found expression

in Paramount's shorts lineup for

1952-53. Of the 64. subjects on the chart,

40 will he in Technicolor.

The list includes subjects in ten classifications,

all one-reelers except for the Musical

Parade Featurettes (two-reelers in Technicolor!

which have been meeting with

marked success, especially in drive-ins.

Of the exploitable subjects, Grantland

Rice will be back with 12 more Sportlights.

These have been steadily popular for many

years, and the Rice name on the marquee

has drawing power.

Also on the tie-in credit side are the

Popeye cartoons, which include eight newones

and four Champion reissues for a total

of 12. These can be tied to newspapers

which run the daily and Sunday comic strip.

This involves merely screen or lobby credits

in return for newspaper ])ublicity or promotion

ads. Or the available one-sheet can

be sniped with a credit line, such as "Read

'Popeye' every day and Sundays in the

News." Newspapers will usually huv this

kind of promotion.

The Casper cartoons, also in Technicolor,

are still coming strong, and the licensing

Newsreels Are Very

By OSCAR A. MORGAN

Director of Short Subjects Sales,

Paramount Pictures

Twenty-five years ago, "Tlic

Eyes and Ears of the World"

flashed across theatre screens

not only in this conntry but

all around the world. It entered

npon a quarter of a

century of recording history

on motion picture film. For

its achievement Paramount is

very proud.

A short while ago, another

medium of vision came into

hef;in television; and suddenly

some exhibitors got very

panicky — predicting that now,

indi-ed, newsreels were ohsolele.

A few exhihilors eliminated

newsreels, claiming thai

televisiim destroyed their

value. .Subsequently this

inylh exploilcd and for nood

reason: Television is not

equipped to give the public

a(i'eplalile news. (lood reportion

is sacrificed for frantic

speed, which means news

unidited, in its rawest form.

They do not have the "knowbow"

wliich adds up, in the

cu-r of newsreels, to years of

experience and a sense of

25-

Left to right, at the recent 2Sth-year celebration of Paramount News: short subjects

sales manager Oscar A. Morgan; Alfred W. Schivalberg, president. Paramount

Film Distributing Corp.: Ted O'Shea, vice-president. Paramount Film Distributing

Corp.: A. J. Richard, editor of Paramount News.

operations built around this and other Famous

Studios characters is continuing. One

is a comic book which theatres can use as

giveaways or prizes for children. There will

be six Casper's in all.

Other listed product includes: six Noveltoons,

color; four Herman and Katnip cartoons.

Technicolor; six Pacemakers and

six Toppers.

The newsreel has special significance for

Paramount and its customers this year, for

its editor, A. J. Richard, is celebrating 25

years with the reel, which itself was fully

launched in 1927.

Much Alive/ Says Oscar Morgan

r

Oscar Morgan

what the public wants. Television

news is telecast on

"off" times— when a smaller

viewing audience is available.

Frankly, in my humble opinion,

it will be a long, long

lime before television news

can compete with theatrical

newsreels. It's part of my

business to look at television

news programs, and I wonder

hnu many exhihilors lake the

Irouble lo find out the facts

fill themselves, anil make an

honesi ('(unparison.

To the exhibitors' credit, it

can be said that they do not

now considir television news

as a major competitor, but

receiilly newsreel distribution

has mi-l with another problem

.^ome exhibitors are

eliminating newsreels to cut

expenses.

The American public likes

newsreels. It expects to see

them on every program and, I

believe, feel cheated if news

is omitted from a program.

Newsreels are a part of the

picture-goers' "way of life."

Therefore. exhibitors who

eliminate newsreels are certainly

adding to the "lost

audience" we hear so much

about.

The American public is the

best-educated and best-informed

in the world. Newsreels,

with superior reporting,

have contributed materially to

this condition. On this, our

2.'ith anniversary, proof of this

statemeni is documented in

the many letters i>f congratulalion

which have come lo us

from our country's lop executives,

including President

Truman and members of his


I

from

|^^^9 BEST IN THE BUSINESSj^^

^ BIGGER AND BETTER FOR 1953!

Including the Mar-

,r.«^ velous New Crowd-

/' Pleasing Series -

/ "Animal Cavalcade"

- Narrated

,

by Famed Funster

81 SINGLE-REELERS

different series (2 brand-new an

b; slwi

loilaliggc

iti iwiA

1, la h

i-'TlielolV

iite,au-

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fWCii.,

'^NIMAl

CAVALCADE

BRAND NEW!

#

THE LOVABLE

MR.

MAGOO

^^chnicolor Cartoons

U.P.A.

'•**

WORLD

OF

SPORTS

Narrated by the great

Bill

Stern!

SCREEN

SNAPSHOTS

Starring Martin & Lewis

and

#

many more!

NOTCHERS

BRAND NEW!

CANDID

MICROPHONE

^SPECIALS

THRILLS

OF

MUSIC

REPRINTS

JOLLY

FROLICS

Technicolor Cartoons

m

from UP A

COLOR

FAVORITES

Cartoons in Technicolor

REPRIf


A New Nostradamus

Series Tops MGM

Lineup for the Year

Pete Smith Roster Gets

Numerous Promotions

On The National Level

The Metro-Goldwyn-Mayer short subjects

program for 1952-53 will inrludp a number

of subjects geared to unusual exploitation

possibilities.

As in past years, many Pete Smith subjects

will be launched with national promotion

campaigns taking advantage of the

exploitation possibilities of their subject

matter. In current release is Smith's "Pedestrian

Safety," which was produced with

the cooperation of the traffic division of

the Los Angeles police department. This

subject, stressing the dangers of careless

pedestrian habits, has won the acclaim of

police departments and traffic safety groups

across the country, and such groups are

actively participating in the current promotion.

The Los Angeles police department

recently awarded Smith a citation for producing

this picture.

Some Pete Smith Humor

Also in current release is Pete Smith's

"Keep It Clean. " a humorous short depicting

the importance of sanitation in public

eating places. Smith ])roduced this subject

at the re(|uest of many health departments

and health officers. Dr. George Lhl of the

Los Angeles department served as technical

advisor on "Keep It Clean," which was

based on an original suggestion by director

of health education Milton E. Kossack of

ihe Louisiana state health department.

Health departments, health officers and

.santitation grou|)s throughout the countrv

are cooperating in the promotion of "Keep

It Clean.' which was launched with a series

of regional ])revi( \vs in key cities.

I pcoming on the Pete Smith schedule are

other titles with exploitation features.

They include "Aquatic Kids," which will

lie l;imi(lied with a dual-city premiere in

These three smiling gentlemen on the MGM lot

represent 75 ycors of cumulative service in Leo's

shorts production Left to right, Pete Smith; Fred

Quimby, head of the short subjects department and

producer of MGM Cartoons; ond James Filipotrick,

producer of Travel Talks. Each has 25 years of

service with the compony.

14

Wilson Did Not Invent' Nostradamus; the Fellow Is Real

by

CAREY WILSON

It's bail riiiiiitili that fur tli'

past ten years Ive been accused

of translating and interprelinj;

the prophecies of Nostradamus,

the 16th-centur\'

Swami. to suit my own purposes—or

rather the purposes

of the little -MGM one-reel

lealurelles about Nostradamus,

the man who dared to put

into writing his predictions of

the future. Yes, such accusati(m

is bad enough but recently

I was accused of infenling

Nostradamus! /

ilidn't! Neither did the Russians.

To all such traducers I suggest

a Wsit to the New York

public library or the famed

Huntington library in southern

California. Each, to my

knowledge, possess at least

Orlando and Winter Haven, Fla.. this

spring; "The Mosconi Story," a biographical

motion picture on pocket billiard

champion Willie Mosconi for which a tieup

has been made with the Brunswick-Balke-

CoUender Co. for national promotion; and

"Good Buy Now," which is being produced

at the request of the Treasury Department

as part of its bond savings program. Jacob

Mogelever, chief of the promotion section

of the savings bond division of the Treasury

Department, acted as technical advisor

on the film. Elaborate promotion plans include

the participation of Treasury Department

officers, banks and siinilar groups

throughout the country.

Potentials in Tom and Jerry

In the cartoon field, MGM's Tom and

produced by Fred Quimby,

Jerry (cartoons,

will continue to serve as a springboard for

the increasing licensing activities of MGM's

cartoon novelties division. This department

licenses manufacturers to produce a

wide variety of products utilizing the

names and likenesses of Tom and Jerry and

other MGM cartoon characters. (AirrenlL

being manufactured under such licensing

agreements are a large variety of items including

toys, gaines, children's clothing,

hooks, records, etc. Many of these items

are being used as prizes for Saturday

morning cartoon shows for children.

This year, for the first time in ciglil

years. MGM has scheduled a new series of

Nostradamus shorts to be produced by

Carey Wilson. First of these will be "Nostradamus

Says So," scheduled for December

release. Current interest in the Nostradamus

prophecies — many of which foresaw

some ol llie great events of our day

provide this series with an excellent exploilalion

peg tthieli will be utilized lo launch

one copy of a 17th century

printing of all the 1.000 quaint

and curious verses which Nostradamus

employed to make

official record of his predictions.

But authenticity doesn't

make a movie enjoyable or exciting.

It merely adds a secondary

interest. I think you'll

find "Nostradamus Says So"

more exciting than any previous

JNostradamus short. It

contains fewer prophecies

about things that have by

now already happened. It contains

many more prophecies

than ever before of things yet

to come. And. if I may somewhat

vainly say so, it contains

a brief reference to a

iouple (if the prophet's predictions

previously made from

I he screen and which at that

lime hadn't happened but

which since then haie.

It talks about the atom

bomb. It tells you what Nostradamus

foresaw in the atom

bomb as a weapon and in

some other uses of the atomic

fission principle: it talks

about the world today, politically

and militarily: it tells

you what Nostradamus wrote

down, in 1555, about many

things of today which it is

hard to believe could have

been merely guessed.

While '"Nostradamus Says

.So" partakes of the same general

screen-pattern of past suggestions,

it is perhaps a little

different and, I hope, better

in its exposition. I'd be most

happy to hear your comments

and criticisms. ! also should

be interested in knowing

whether it is desirable to show

more of his personal life, private

and prophetic—or shall

I concentrate on the things

about which he prophesied?

this series. The Nostradamus series was

announced with an unusual letter purporting

to have been written by the French seer

himself, worded in the quatrain style developed

by Nostradamus to note his

prophecies.

Still

Time for Contest

There is still time to get entries into the

American Weekly Showmanshi]) Award,

consisting of six cash prizes totaling SLOOO,

which will be awarded by the Sunday supplement

to exhibitors who perform the best

job of retail cooperative tie-in advertising

in connection with the showing of "The

Snows of Kilimanjaro."

Top winner get .S5(X); SlOO apiece goes

to the next five places. Prizes will be determined

on the basis of originality and

execution with all theatres judged equally.

Winners will be announced shortly after

closing date. January 1.

Metro's 52-53 Lineup

Includes 46 Pictures

MCi.M will release K) shorts during

the 10.52-5.') season. They include: 10

Technicolor cartoons, featuring the

Tom and Jerry Academy Award winners;

six Gold Medal reprint cartoons

in Techtiicolor; ten Pi'te Smith

.Specialties, eight Filzpatrick Traveltalks,

in Technicoloi, and four Carey

W ilson-produced Nostradamus Prophecies.

There will also be two two-reel specials

and the regular 104 issues of

News of the Day.

PROMOTION SECTION

I


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sens u

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Frenttir,

in

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^ ^tars, too/

Earner St

^^^'(^(^y^ These are the happy fellows who

jut Warner Bros. Cartoons on top of every

Inhibitor poll year in and year out.

H's one of the joys of our business to watch

row the folks welcome them whenever they're

nesinlio

hi,Am|siOWn.

ilin!*

Jiinili'

iniillc'

aJvfit

Ifo other cartoon series has so many established,

^cognized favorites.

apief?:

«ill«»|

And it's a pleasure to announce that this year,

ere and abroad, they are being played in more

eatres than ever before!

— ERRIE MELODIES'i'

unii?

HIPPETY HOPPER.

amer Bros. Cartoons

OONEY

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Exploitation Values Pack Warner List;

2-Reel Adventure Films

National Magazine Breaks to

'Thar She Blows'; Schedule

Lists 86 Subjects

Exploitation values are packed iiilu the

subject matter of practically ever) short

subject on Warner Bros." 1952-53 chart,

which consists of 86 separate shorts in

eight classifications.

Leading the list in qualit) and in publicitv

possibilities is " "Thar She Blows, an

account of a five-month South Pole whaling

expedition, with 12 "killer"' ships and a

"factory" ship, which has already received

good national breaks in magazines like Life,

Time and Argosy, with at least half a dozen

others coming up. These breaks can be

collected and mounted as an effective lobby

or front display, and the quotes can be

used for marquee selling as well.

Along with " 'Thar She Blows" are seven

other two-reel specials in Technicolor.

"Killers of the Swamp" is another thriller,

featuring famed hunter Ross Allen: "L nder

the Little Big Top" features youngsters

from 6 to 16, all sons and daughters of famous

circus performers; "Tahiti Passage"

has romance, action, beautiful girls and

color, and "Cruise of the Zaca" stars Errol

Flynn for name value and is an account of

some of Flynn's adventures aboard his

yacht.

Press material is available on all of

these specials, and s])erial material on some.

Local exchanges will have the full availabilities.

Good promotion possibilities are always

inherent in sports shorts, and the current

Lead Off

Ross Allen, featured in the Technicolor tworeeler,

"Killers of the Swamp," holds aloft a cub

swamp lion whose parents were shot in an organized

hunt.

crop has some outstanding releases, all in

Technicolor. Among them are "L nfaniiliar

Sports."' which was filmed all over the

world to get together the favorite sports of

numerous nations and sects. "Sporting

Courage" is one which can be handled for

extra returns; it features 11 World War II

amputees, who were ski stars before the war

and are still stars with just one leg. Sports

editors and human interest newspaper

uTiters should go for this, especially if the

90% of Patrons Want a Newsreel^ a Survey Indicates

by NORMAN H. MORAY

Warner Bros. Shorts Subjects

Gerterol Sales Manager

rill- slidil r.Lil]JL-ct 1!, liACK

and in spades. .Sniarl cxhibiliir^

arc afjain properly balancinf;

their sliows. Tbey realize

ihat a continuiiiis (lift of

nolliing but roast beef (featuns

I is not pood. It is the

triTniiiinps Isborts) that makes

I 111- |)i-rfcit ini-al (show).

Today finds a pood short

snbiict in t'rcat demand.

Sin^li* bill accounts are again

buil(lin); fine, well-chosen ac-

I onipanying shorts so that the

cusloiner comes ont saying,

"Cri; thai was a swell show."

Kven the ilcjuble fi-alure );entb'nicn

arc lixtkin^ for an

added attraction in the way

ot a (calnre-namc short. A

Hooil short many times will

save a "nervous A" and a

"weak H" double bill.

.Several re


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Columbia

Its

Shorts

Projects

Most Important

Program

A 'McBoing Boing' Sequel

Among 118 Subjects

Lined Up for 1952-53

Columbia is projecting the most ambitious

short subjects program in its history

—a total of 118 subjects for the 1952-53

season. The lineup includes a number of

continued series, new and reissue comedies,

and the cartoons in Technicolor, all of

which add up to 27 two-reelers, 87 one-reelers

including 27 cartoons, and four serials.

Dozen Releases From PA

At the top of the list go the dozen releases

compounded on the drawing boards

of United Productions of America, creator

of "Gerald McBoing Boing." And on this

year's expanded schedule there is another

"hot" item, the second Gerald cartoon.

"Gerald McBoing Boing's Symphony," the

sequel, shows the little noise-making boy at

work as the one man sound effects department

of a radio station. By calling attention

to its Academy Award winning predecessor,

the new film, backed by the same sort of

advertising, promotion and publicity campaign

given the original, can make a similar

or better record at the boxoffice. The

newly published "Gerald McBoing Boing"

comic book and the hard-cover volume of

the same title are definite pre-selling aides.

The continuing and growing success of

UFA cartoons has created a steady 'rise in

the number of releases. Of the 12 on the

1952-53 list, six star Mr. Magoo, who has

cracked the top rank of cartoon characters.

Five others join the new "Gerald" in the

Jolly Frolics group. Among the latter is

"Madeline," based on Ludwig Bemelmans'

children's book classic. The book publishers,

Simon & .Schulsler, and local book

stores are alerted to cooperate with exhibitors

in tie-in campaigns. Columbia has already

held special screenings of this subject

for educators and librarians, who have

expressed hope that local theatres will advertise

the showing to inform children and

adults who have been told about the short.

Three Stooges in

Eight Films

For laughs, the Three Stooges will be

hack in eight two-reelers. Jules White, who

produces the Stooge comedies, also will

turn out six more two-reelers, under the

All-Star banner, starring Andy (Hyde, Joe

Besser, Wally Vernon and Fddie Quillan.

Along with the old standbys, there is a

new series in Columbia's (jiie-reel program.

'Animal Cavalcade," devoted to showing

the training and performances of top animal

acts, is narrated by radio-TV comedy

It's the Follow Through That's Important in Selling Shorts

by MAURICE GRAD

Short Subjects Sales Manager,

Columbia Pictures Corp.

Today, more than ever before

"Follow Through" in our

industry', just as with the

golfer who fervently hopes

one day to turn in a score

in the 70s, is absolutely essential

in order to accomplish

the desired result. He cannot,

as the pro so correctly

emphasizes, stop his concern

with the ball at the moment

of impact, but must see to it

that the whole body continues

in the same motion

with which it began so that he

can receive the full benefit of

all his weight and all the

strength at his command.

This is just as true in business

as it is in sport.

But what about our own industry?

Do we "follow

through," or do we sometimes

let our picture play without

any help from a merchandising

point of view?

Too often the latter is what

happens in the case of shorts

and serials. And it is in this

very field that the exhibitor

should exert greater effort, for

it is often through these films

that a weak engagement can

be built into a profitable one.

1 am reminded particularly of

one exhibitor with whom I

spoke on my recent trip

around the country". He had

booked our "Cavalcade of

Broadway" reel featuring

Johnnie Ray, which was produced

just as that young singer

hit the peak of his popularity.

Not content to sit back satisfied

with the usual "also selected

short subjects" line, he

star Morey Amsterdam.

Maurice Grad

included Johnnie Kay copy in

his newspaper advertising and

posted paper in his lobby well

in advance of playdate. The

result? He told me that although

the feature picture was

one on which he expected only

moderate business, his gross

for the engagement was well

above the average for the

liouse.

An exceptional case? I

think not. for this is the kind

of merchandising so vitally

needed to see us through a

period of declining grosses.

Naturally the job of merchandising

isn't one to be

carried by the exhibitor alone.

Here at Columbia we have always

held the position that

selling film to the public requires

the best efforts of both

the distributor and of the exhibitor;

and kve have always

planned our releases and our

campaigns with this thought

in mind. We believe merchandising

begins with the selection

of the story material and

the production of that story,

not with the sale of a can of

film. And we try our best to

continue our share of the merchandising

right through production

and into release.

The UPA cartoons are going

to receive the same nationwide

effort we have always

There will be eight

of the animal shorts on the first year's program.

World of Sports, with out-front and

behind-the-scenes action in all sports, will

have 12 entries, with Bill Stern again

handling the narration.

There will be six of the Allan Fuiit Candid

Microphone subjects and 12 of the

hardy ])erennial, Ralph Staub's Screen

Snapshots, now in its 32nd year and the

oldest shorts series going. This year's

schedule is headed by "Hollywood Fun Festival,"

starring Martin and Lewis.

A number of past successes are being

rereleased. There will be 12 two-reel comedies,

evenly divided among the Assorted

and Comedy Favorites series. These feature

Hugh Herbert, Vera Vague, Buster Keaton,

I.con Errol, Una Merkel. Billy Gilbert.

Success of the cartoon rereleases. Color

Favorites, has upped the number of subjects

in Technicolor from 12 to 15. Featured

in this series will be the "Fox and the

given them in the past. Many

of you saw the layout in Life

on one of the UP.\ Jolly Frolics

cartoons, "Rooty Toot

Toot." This was a sample of

the sort of publicity we are

always seeking for our shorts

—and the kind we hope to get

for more of them. In particular,

there are two reecnt UPA

releases of which you will be

hearing more in the coming

weeks, "^^adeline" and "Gerald

McBoing Boing's Symphony."

"Madeline" went

into national release Thanksgiving

day, but before that we

had arranged with the book

publishers to alert all of their

outlets to the release, paving

the way for extensive book

shop tieups for exhibitors;

and screenings were held for

educators and librarians

across the country.

The second Gerald is now

in prerelease here in New

York, and promotion and

merchandising is well under

way. Screenings are being

held for every important magazine

and newspaper, layouts

are being worked out, and

every effort is being extended

to make this a worthy successor

to the first Gerald.

But that is only our part

of the job. The most important

part comes when the exhibitor

books the subject and

begins his own campaign. .\11

of the pressbooks, posters,

mats, publicity in the world

do no good if patrons don't

know what the short is about

and were it is plaving.

A public-wise veteran of our

industry once said, "Tell 'em

and you can sell 'em." But

you have to tell them first.

That's what follow-through

will do.

Crow." There will be eight Thrills o;|

Music rereleases, featuring popular bands

men Jerry Wald, Ray McKinley and Raij

Anthony. Retail record outlets and loca

radio disk jockeys can be brought into pro

motion campaigns for these one-reelers.

Columbia also will make available eigU

one-reel shorts of various classes in its neM

Topnotcher series and is continuing

availability of such 1951-.52 subjects a|

the two-reeler in Technicolor, "A Day Witl

the FBI" and the six classical Music t


's

;

lolMmj

I

j


: December

1 kings

ik

Plsl.

Booh Tu !

little Rascals' Series Still Going Strong.

As Allied Artists Leader in Short Subjects

WOODY

WOODPECKER

'ff'nU.

The Nation's Number

One Laugh Bird

Announces a new series

mm IS

of

cartoons

leie ii \i

romolira

4i

oullete anB ''-

le ilioit is aid

is

Steve Broidy Farina, Dickie Moore,

Jackie Cooper, now a stage and < V star, was ot this stage in his career when he appeared in the

Our Gang comedies now being released as the Little Rascals With him is Forino, one of the most popular

of the kid actors of that day.

papn, laiEs

M oH m

As ihey have been doing since Steve

Broidy. Allied Artists president, acquired

the one- and two-reel

Travel Shorts Again

beiif esleils

a »ottky


.

I

58 Subjects, with Emphasis on Color

Highlights U-I's Shorts Program

by

Lantz Steps Up Cartoon Output, While Band Series

Will Get a New Dress and a New Name

IRVING SOCHIN

Short Subjects Soles Manager

In a program marked by diversity to

meet the ever-changing demands of its

exhibitor customers, Universal Pictures Co.

will release 58 short subjects and 104 issues

of the Universal-International Newsreel

during the year 1952-53.

Greater emphasis than ever before will

be placed on the use of color in the company's

short subjects program, which has

been developed following a survey of exhibitor

preference from coast to coast.

material in the field.

Rounding out the program will be twc

special two-rselers with the subject mattei

not yet determined but of the same audience

appeeJ as such subjects as "Fun at tht

Zoo" and "Danger Under the Sea," both oi'

which have attracted nationwide attention i

An all-out promotion campaign is being'

developed around a special Technicolor

two-reeler being called "The Most Beautifu.'

Girls in the World," filmed at the Pasadena

j

"Miss Universe" beauty pageant last June

This subject is being hailed as a potential'

business builder and has extra boxoffict'

appeal for all exhibitors.

Innovations also are being planned iiil

the promotion of the company s

short sub

jects. The Musical Featurette, The Eartl

and Its Peoples and the color cartoon series

will have special accessories including e;

three-column mat containing ads, stills anc

publicity which will be available from National

Screen Service or through local Universal

office.

New Color Parade Series

Highlighting the stepped up emphasis on

color features, Universal is introducing a

new series to be called "The U-I Color Parade"

which will consist of eight single reelers.

These shorts will be on a wide variety

of subjects and the production program

will be kept flexible so as to make the individual

releases as timely as possible,

crammed with action and dealing with material

of a general nature with the widest

possible audience appeal.

In

keeping with the growing importance

of color cartoons and the ever-increasing

demand by the theatre-going public, Walter

Lantz is increasing the number of Technicolor

subjects he will supply for release

from six to 13, by the addition of seven

special films to the six Woody Woodpecker

subjects. These new subjects which are

made possible by the expansion of Lantz's

studio facilities, will be varied in material,

some based on well-known fables, others

suggested by popular picture themes. Exhibitors

are being aided in their promotion

of the Woody Woodpecker subjects by the

fact that Woody has now become a syndicated

cartoon feature in newspapers from

coast to coast as well as a cartoon book

character on a regular basis.

Overhaul

Band Series

To meet the growing tendency of exhibitors

to book a good entertainment short

instead of a second feature, I'nivcrsal has

overhauled its poi)ular Name Band Musical

Series and instead will release 13 two-reel

Musical Featurettes. Instead of just having

bands play musical numbers as in the past,

there will be more production and conlituiity

in this series. Already going into

release arc the first two subjects in this

series— the first featuring Xavier Cugat

and his orchestra and Ablic Lane and the

second, Don Cornell. A complete story line

has been worked into a new Iwo-reeler in

this series currently in

prochiclion and featuring'

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Immortal Art' Series

Heads 20th-Fox Short

Subject Release List

Terrytoons, Mel Allen

Sports Reels Among

Total of 51 Films

A scrio (if .-icvcn art >iibjf(ts in Ti-clmicolor

dealing with llic inaslcrwork.H aixl

lives i)f wmld-iciiciwiH'il artists, licatis tlir

list «>f 2t)tli Cciilury-Fox's shorts scheduh'

for 1952-53, which embraces a total of 51

subjects.

Three of these art subjects already have

been iircrcicascd. 'I'licv arc "(iMrtaiii (lail"

(art of Dci-'asi: "1 HcmcndxT ihc (dory"

(art of Hollici'liil and "Lights i[i llio W'itidow"

(art of Vcrmeerl. Others in the

group set are "Birth of Venus" (art of the

Rennaissancpl ; "Joy of Living" (art of

Renoir I; "The \ oung Inituortal" (art of

Rapi.a.'i I and "The Night Watch" (art of

Reinlirandt I . Producer of tlie series is

Marilyn Silvcrslonc, who headed a unit

which photograjihcd the paintings in leading

American and European art galleries.

Terrytoons will be hack with a full slate

of .'?() cartoons in Technicolor, using the

Terry Bears. Mighty IMouse. Heckle and

Jeckic and other characters. Twenty-six of

the total will be new. the other four, reissues.

Terrytoons' licensing program is

still expanding; available for theatre exploitation

use are the comic books, paint and

cut-out books and other novelties. Complete

lists and tie-in information is available

from Paul Terrv Studios, New

Rochelle, N. Y.

Six new^ sports reels will be available,

with top-rated sportscaster Mel Allen narrating

actual events of national coverage

and some of the interesting sidelights.

Something new from Movietone News,

which will issue the regular lOl newsrcels.

is a special series of six ten-minute reels

dealing with headline news events ca|)tured

on film. Included will he happenings like

the burning of the Hindenburg. the Texas

City disaster and the Mt. Vesuvius eruption.

Rounding out this schedule will be two

reissues

of l^w Lehr featurcttes.

Band

Sfars and Stripes'

Confesf Ends February 28

Kxhibitors plaving "."^lars and Stripes

Forever" before the end of February still

liave time to get local high school andor

college bands entered in the nationwide

Jand contest which 20th-Fox is running in

conjunction with the marine corps.

national winners—one each in the

nigh school and college classification— will

le selected by a panel of three judges in

Mew York. I'rizes include an engraved

;rophy for each band, and a record album

jf John Phillip Sousa music to each band

member.

Simple contest regulations require com-

Lantz Talks About Woody Woodpecker,

The Bird That Never Lays An Egg

by WALTER LANTZ

Wood) W oodpci ker, as every astute exhibitor

knows, is one of the greatest laughprovokers

of all time. He was planned that

way. Our claim that W'oodv is the Nations

Nimdier Otic Laugh BirtI is no idle boast; u

worldwide popularity proves our ilaim.

He's a great bet for go-getter exhibitors

who want to bolster an ailing boxoffice

and I can think of no better wav than by

tieing with his merchandising products.

In most cities and towns there are stores

selling Woody XS'oodpecker games, (iolden

Books, albums on Capitol Records, \'iew

Masters, kerchiefs, masquerade costumes,

balloons. New Funnies magazines.

Speaking of the magazines reminds me

that in the November 1952 issue of Parents'

Magazine, Jesse L. Murrell. D.D.. who is

chairman of the Cincinnati Committee on

the Evaluation of Comic Books, gives an

A-rating to the three magazines from the

Lantz studio: \^'oody Woodpecker. Andy

Panda and New Funnies. This A-stamp of

approval is

a thing much prized by us and

it indicates that there is nothing objectionable

in them and that they are suitable for

children and young teenagers. Exhibitors

should bear this in mind when tieing in w ith

our cartoon merchandise. It is a valuable

selling point with ])arents and parentteacher

groups everywhere.

peting bands to forward their own recordings

of "Stars and Stripes Forever'" and one

o|)tional Sousa selection to the nearest marine

headquarters.

Exhibitors can tie in plavdates with local

band music and mardiing. and with marine

corps recruiting headquarters, which have

been alerted to cooperate with theatres.

Exhibitors

Responding

to 'Medal Of Honor'

Lnitcd .\rlists

reports good exhibitor response

to its series of half-hour featureltes

on Congressional Aledal of Hcmor winners,

produced by W. R. Frank and Vi illiam Dean

both as theatre program entertainment and

as an industry public relations gesture.

The four in the series already have been

completed. They are: the story of Civil War

hero Julius l^angbein. featuring Dee Pollack:

the story of I'.S. navy Lieut. Richmond

Pearson Hobson. featuring Steve

Broidv; the story of the only woman ever

I'll locale the "lioiw .ind -.liir>-i« wlirri- tlir

Woody U'lMtdpifker ilrmt can Im* pur' hnwrd

thoulfl Iw a timple rnaltrr. \Uo. artanfiing

coo[M'rnlivr neH«|iu[MT ndvi-rtivetnmtJi.

lobby and window di


i^;ri^;.i;.:;^•-:iA•^^;iv?s= ..>-;-' -. --; - '" --':•'• v., ^i- •«:j-.v; ;•„:••-=-

MAGAZINES

MGM's "Plymouth Adventure" gets

topi

billing—a full page and five pictures— in

"McCall's Goes to the Movies." Also recommended,

via the regular monthly movie

guide, are "The Lusty Men," "The Four-i,

Poster" and Martin and Lewis' "Thd

Stooge."

"Hans Christian Andersen" adds to its|

media laurels via American magazine

which hails it as one of the best in its DeJ

cember number. Others recommended in-l

elude "Stars and Stripes Forever," "Mil-j

lion Dollar Mermaid." "Road to Bali" an*'

"Against All Flags."

m^

Mi

lit

m

m

PARAMOUNT PICTURE'S

COME

BACK,

LITTLE

SHEBA

A HAL WALLIS PRODUCTION

ATTENTION

EXHIBITORS!

For beautiful, eyecatching

One-Sheets

spotlighting the

Parents' Magazine

Award-Winning

Picture-"COME

BACK, LITTLE

SHEBA" - and designed

to promote

peak patronage at

you7- theatre, write

today to

Phil Willcox

Director of Motion

Picture Relations

Parents' Magazine

52 Vanderbilt Ave.

New York 17

Dean Martin and Jerry Lewis and Ala

Ladd have taken top honors in Moder

Screen's Tenth Annual Popularity Awardsl

Ladd received the all-time ten-year popui

larity champion award on the basis of

consistent high rating in the vote of

magazine's readers for over a rlecade.

Parents' Magazine reports increasing

hibitor requests for the magazine's specii

one-sheets, which it offers free of its Meda

Award films. "The Prisoner of Zenda" ii|

the publication's Family Movie-of-the

Month for November; "Stars and Stripe

Forever" gets the Family Movie nod foil

December, and "Androcles and the Lion" im

sporting the current Medal of Special Meritf

February issue of Parents' has a featur

front-of-the-book article on Ricardo Mon

talban, called "This I Have hearned as

Son and a Father."

Paramount Producer Hal Wallis has beei|

honored with a Special Merit Award Med

for his "Come Back, Little Sheba.'* Re

view is in January issue.

Seventeen's picture of the month for

cember is "Hans Christian Andersen.)

Other films reviewed include "Limelight,^

"The Snows of Kilimanjaro," "The Pr

moter" and "The Magic Box." The mag

zine's interview feature is with Aldo Ray

called "Kid, Youre Terrific!"

has been awarded

PARENTS' MAGAZINE'S

SPECIAL MEDAL OF MERIT

PARENTS' MAGAZINE

52 Vanderbilt Avenue, New York 17

Chicago • Atlanta • Boston • Los Angeles • San Francisco

I

i

The big circulation national weeklietl

including Life, Look, Collier's. Time an'

Newsweek and the Sunda\ supplements,

getting the play in RKOs national cai

paign for "Blacki)eard, the Pirate."

Added coverage is being provided vi

grammar and high school students—th

.Scholastic magazines group and Boys' Lifl

being among these.

The schedule began the first week in N(

vondier and runs on a staggered schedul

to the first of the year. Campaign include

full pages in color and half and two-thir

pages in black and white and color. Chif

Sunday sup|ilcnieiit being used is America

WeeUy.

22 PROMOTION SECTIO-


NATIONAL PRE-SELLING GUIDE

A report on n«w films for which nofionol preiBllinj

\ft I "y»

'«»^ ^"""^ i^fci M^kkkiiv^i >i\/ll^b compoigns have been developed. Listed with eoch picturt

'"^' ''^''"^

l'K(;i.\L: "A Day Willi ihr KHI." iworcplrr in Irrhnirolor, rr-

Ira-trd late last wawm anil -ilill liiuikinK 'or 1'>.'>2S3.

I'KfiMoTiON Tips: Sames of Louis DeHochrmonl. Hradrr's Digest,

huie good marquee value. Available for me is a rommendatory teller

jrorn J. Edgar Hooter, till chief. Speiittl VixlA) lobhy display

from \alional Screen has been used ellectivtiy in numerous instances.

Contact nearb\ FHI offices, use mailings to police departmenli.

I'I'A CARTOONS: Twelve in Technicolor. hVatiiring the Gerald McBoing

lining sequel, "Gerald's .Sympliony," "Madrlinr," lia«ed on liemelman'ii

cliiMrrn's book classic, and six \lr. Mucoo.

Pkomotion Tips: McBoing floing .Academy Auard will aid in newspaper

and theatre advertising lor the sequel, tvhich is getting good

national publicity breaks nou-. There is a new comic book and a

hard cover book for local merchant tie-ins: check United Productions

11/ Ameirca. 670 Filth Ave., Meic York City, for book publi.thers

ii'id lie-in information. Simon and Schuster. Slew York City, are

iniblishers of "Madeline" : their field staff is extensive and has

uorked closely with theatres in lie-in campaigns, and will also

work with book stores, newsstands, ('heck publisher for name nl

nearest representative to aid tie-ins.

1 HKEE STOOGES COMEDIES: Eight two-reelers.

ALLSTAR COMEDIES: Six iwo-reelers, with favorites Andy Clyde.

Wally Vernon and Eddie Quillan among others.

\M.V1AL C.WALCADE: New series of eight one-reelers. «ith narration

liy

radio-TV comedy star Morey Amsterdam.

WORLD OF SPORTS: Twe!v.- one-reelers, narration l>y Bill Stern.

CANDID. MICROSCOPE: Standby, in fifth year. Six onereolers. starring

Allen FunI, Series has gnnd niarquee value.

SCREFJV SNAPSHOTS: Now in its ,32nd year as the oldest series of

shorts going, has 12 one-reeiers headed by "Hollywood Fun Festival,"

with Dean Martin and Jerry Lewis.

Promotion Tips: Use newspaper ad tine and lobby and front with

the Martin-Lewis names, which will dratc. One-sheet, ad mat, 40x60

and stills available National Screen on this one.

ASSORTED AND COMEDY FAVORITES: Twelve two-reelers, reprints,

featuring Hugh Herbert. \ era Vague, Busier Keaton. I*on Errol. Tom

Kennedy, L'na .Merkel and Billy Gilbert.

COLOR F.WORITES: Fifteen one-reel Technicolor cartoons, reprints,

iii'luding the old hit, "The Fox and the Crow."

THRILI^ OF MUSIC: Eight reprints, featuring popular bandsmen Jerry

Viald. Ray McKinley and Ray Anthony.

TOPN'OTCH SERIES: Eight one-reelers on various topics.

SERIAI.."s: "Son of Geronimo" now being booked: "The Secret Code"

stars Paul Kelly in a rerelease: "Planet Men" is science-fiction in tradition

of "Superman": "Captain Video" presents same science-fiction slant.

iviih TV and radio tie-ins available locally; "Tlie Great .Vdventures of

Captain Kidd" is a swashbuckler now in production.

TECHNICOLOR (:\RT(M).NS: .Si,|rrn, ineluding prize »innin( Tom

nd Jerry.


Tie-in Tim: Licensed Tom and Jerry produris via MCM C.aitix.'

\ovellies division, do Max Weinhf 1 ' t

New York City. Now licensing i

tribution. Tom and Jerry records a ,,...,,,., ,„.

for theatre giveaway and prizes, merchant lie-ins. Alto piriure, pair.'

and story books, soft goods items like scarves and sockt.

(iOI.D MEDAL CARTOONS: Six rrprinl., in Technicolor.

Fir/I'ATRICK TRAVEL TALKS: Fjght. in Terhnicolor.

Promotion Tips: These are oldest and best known of travel short

Fitzpatrick name has some value. Use the accessories.

NEWS OF THE D.\Y: One hundred, four isnuea,

twice weekly, an ueinK .hot, not yet titled. Oirrl

brinrh managers.

PARAMOUNT

MUSICAL PARADE FEATURETTES: In color, six iwo-reelen.. Com

pany reports increasing success with these subjects, especially in drive-ins.

GRANTI \ND RIfE SPORTI IGHTS; Twelve one-reelers. bUrk and

white.

Promotion Tips: As the best-known of the sportsreels. these hai<

some marquee values with the Grantland Rice name. Tie-ins al\'

possible local newspapers which carry the daily Rice column.

POPEYE CARTOONS: Eight, in color. Continuation of the popular

character.

Promotion Tips: Tie in to newspaper carrying the daily and Sundae

strip, for newspaper promotion stories in return for lobby or fron

credits.

POPEYE CHAMPIONS: Four, in color. Reissues of the best of the

past ones.

C.-\.SPER C.\RTOONS: .Six, in color. This character. comp.iraii\>-l\ n


NATIONAL PRE-SELLING GUIDE

ttule which should be sold hard on that angle and on the timeliness

oj the topic. On each oj these, as uith others of this kind in the

fmst, exhibitors will find that advertising them pays off.

RKOPATHE TWO-REEL SPECIALS: Tliirleeii

highly exploitable.

subjects, most of them

Promotion Tips: Two currently in release are "I Am a Paratrooper"

and "Professor, FBI," which are timely and can he sold on the topical

appeal as well as the subject matter. Past or present paratroopers

ran get good local newspaper publicity, if tied in to the opening

with some hoopla: local FBI offices will cooperate for newspaper,

radio and TV publicity.

LEON EKROL COMEDY RERELEASES: Six in all. two-reelers. The

Errnl name still has comedy value for programming.

I:I)(;AR Kennedy RERELEASES: six in all. two-reelers. Same selling

appeal here as with the Leon Errol subjects.

GIL LAMB COMEDIES: Four, all new, with stills and accessories now

available because of Lamb's growing popularity.

NEWLYWEDS COMEDIES: Two, both new, with stills and accessories

now available.

MU.SICAL RERELE-\SES: With top names: Phil Harris and Jack

Carson in "Harris in the Spring" and Louis Prima and Lucille Ball in

'"Swing It." Name values can be used as selling material for these.

BLACK AND WHITE SPECIALS: The two annual, very

popular sports

subjects: "Football Highlights" and "Basketball Highlights."

Promotion Tips: The sports pages will make note of your playdate

if you contact them, giva them some idea of what is contained in

this season's coverage of the ttvo sports.

WALT DISNEY-MICKEY MOUSE 25TH ANNIVERSARY: "Super"-

special, 45-minute compilation of the best of Mickey Mouse.

Promotion and Programming Tips: As a feature, the show is especially

strong for kiddy matinees, .is a second or supplementary feature,

it should draw added patronage and dispense with need for

other shorts on the progrtm, except newsreels. The name draw is,

of course, tops: stress the anniversary theme in ads and accessories,

which will be available via National Screen in quantity and variety.

WALT DISNEY TECHNICOLOR

rcelrrs in Technicolor, with Donald,

CARTOONS: Series of 18 single-

Mickey. Goofy, Pluto et al.

TiiviN Tips: The Disney short ad line tvill pull. Licensed character

merchandise offers tie-ins with local merchants via co-op ads, continuing

displays, giveaivays of comic and coloring books, novelties.

Also excellent for theatre sale of products which ivill not tax theatre

s physical limitations. Contact: Disney character merchandising

division, 1270 Sixth .Ave., New York City.

SPtjRTSCOPES: One-reel black and white, 13 in series covering variety

of sports subjects and personalities.

SCREENLINERS: One-reel black and white variety subjects; swiftmoving

coverage of interesting people and things. Excellent one just

released is "Johnny Gets His Route," story of a newsboy, which will get

sympathetic coverage from local newspapers, as well as newsboy contests.

REPUBLIC

THIS WORLD OF OURS: .Series of 18 travel shorts

minijli's each.

Trucolor,

Promotion Tips: Tie-in with TWA can aid local exploitation; the

air line has special disjilay material on the countries covered and

will use in windows if contacted. Hill also provide mailing lists.

nine

SERIALS: Now in general release: "Dick Tracy vs. Phantom Empire";

for rilitase in January: "Robin Hood of Darkest Africa."

I'iKJMOTlON Tips: Cood accessories available on both: circus herald,

mat form, direct from Republic; silk, colored vcdance available National

Flag, 43 We.st 2\st St.. New York City.; posters and one and

three-sheets, from National Screen.

20th Century-Fox

lECHNICOLOR ART FILMS: .Series of seven, each depicting the masterworks

of the w


'

NATIONAL PRE-SELLING GUIDE

WARNER BROS

IWti Kill. llt.llMi III (Hi >I'K(.I\I.>: Liglil. imluilinii a number oi

lii);lily iv\|>lollul>lr xuhjcils. All iir« tlii» >r«r.

I'ltoMiiTioN Tips: " 'Thar She Hli>ii\" alreuily hat hail national

miigazine hrtaks in Life. Time ami Aiitow, experts at least hall-niliizen

others bejare end ol the )ear. Hreaks ran he put together for

gouil lobby and front display Uherh U arner home i>//i ol romir /•

Contact: h.duard Seltzer, tamer Bros. Stw'

for list of lirensees, products, and slorts in local ulualiont handling

the merchandise.

MTAI'HONK NOV Kl.TIES: .Se»en. blaik and •.bile. m


NATIONAL PRE-SELLING GUIDE

ROAD TO BALI Paramount Rel. Date Jan., '53

Adams, and is supplemented by window cards for icensed bakers of

Circulation Company office. .issociation at your state capitol.

ihc bread.

.MED.\NA WATCH: Bob Hope endorsement, with generous-size picture

TiE-iN Tips: This is long-standing tieup on which ads and display

credits, of inexpensive watch line, full page Life ad.

material can be sniped with theatre and playdate credits. For aid,

information, contact C. B. McDaniel, National Bakers Service, 100

TiE-lN" Tips: Product at jewelers and jewelry departments nationally.

If est Monroe St.. Chicago. III. NOTE: Even ij too late for your

Life ad reproduced for store displays. Contact jewelers for ads possibilities

playdate. make the contact with local licensed baker, anyhow, for

and giveaivays of watches icherever theatre comes up with

another picture using another star later on.

good promotion.

OUTPOST IN MALAYA UA Rel. Date Dec, 52

STARS AND STRIPES FOREVER 20th Fox Rel. Date Jan., '53

LOOK MAGAZINE: 8x10 still, good for blowup as 40x60 lobby or front

display, based on magazine's coverage of Malayan civil warfare. From MUSIC PROMOTIONS: Exhibitors should make special note that there

is a wealth of music material and tie-ins of every kind with which to

National Screen.

work on this picture, that the porducer is placing special emphasis on

NATURAL RUBBER BUREAU: Represents rubber growers of Malaya, the band music angle because the film is story of march king John

»i!l cooperate by sending booklets and display material for dissemination Phillip Sousa. Other tie-ins. such as various Sousa societies, are the

in schools, organizations.

natural supplements to the music ties. For all material, information,

contact music department, 20th Century-Fox, 444 West 56th St., New-

TiE-i.N Tips: Material obtainable by writing Natural Rubber Bureau.

York City. The complete list:

1631 K St., N.ll ., Washington, D. C.

LOCAL TIEUP STILLS: Shoes, dresses, Claudette Colbert; menswear,

RECORD ALBUMS AND THEATRE, MERCHANT TIE-INS:

Anthony Steel; hairdo, hosiery, sweaters, Maria Baillie. Stills at NSS. MGM SOUNDTRACK ALBUM: Taken directly from the soundtrack,

with every number included. Material available to exhibitors includes

SI'ORY IN PICTURES: Mat form, art only, four stills. Good as Sunday

feature, with caption by the newspaper. From National Screen.

backed dummy album covers.

window streamers, publicity folders, hangers, local dealer ad mats, easel-

PLYMOUTH ADVENTURE MGM

TiE-iN Tips: Promotion of the album supported trade ads, publicity

Rel. Date Dec, '52

to magazines, newspapers, radio and Tl : special Scotch tape stickers

lor MGM salesmen: special dealer display racks for MGM soundtrack

LADIES' ANGORA HATS: Modeled by Dawn Addams and sold nationally

through department and specialty stores.

nationally: full-page ads in consumer song publications: albums

albums only; albums and single records to a list of disk jockeys

for playing the music in lobbies. In addition to windows, get dealers

TiE-iN Tips: Ad mats to retailers, hang tags on all four different

to use the ad mats. Work also with local MGM distributors.

styles of hats. For special help or information on stores and store

tie-ups, contact Hess and Turner. 55 II". 39//i St., New York City. MGM SOUNDTRACK ALBUM EXHIBITOR-DEALER CASH PRIZE

CONTEST: Offering $350 in cash prizes, split equally between exhibitors

and dealers who collaborate on the best window display of the

LADIES' BAGS AND BELTS: On the Plymouth-Puritan theme, distributed

nationally via 3,000 of the finer stores.

album. See Tie-In Contests for details.

TiE-iN Tips: .4d mats and glossy prints to retailers. For additional OTHER -ALBUMS: Seven in all, include: four from Decca, two in all

information or aid, contact manufacturer. Roger Van S, 11 H- .

32nd speeds by the Decca Band and the American Legion Band of Hollywood,

St., New York City.

Fred Waring and the Pennsylvanians, and the Hollywood Bowl Orchestra.

Two from RCA Victor, Arthur Fiedler and the Boston Pops Orchestra,

QUALITY BAKERS OF A.MERICA: Using Dawn Addams in largesize

newspaper ads, end labels on bread loaves.

and the Cities Service Band of .America conducted by Paul Lavalle.

One from Columbia, the Edwin Franko Goldman Band.

Tie-in Tips: Bakers will continue to show same good cooperation

SINGLE RECORDINGS: Minimum of ten new ones, countless older ones,

on theatre and playdate credits in ads, displays. For name of baker

all labels, all artists.

your territory, contact QBA, 120 IF. iZnd St., New York City.

SHEET MUSIC: With movie covers, complete credits, on the title song

ILLU.STRATED STUDY GUIDE: Prepared by Audio-Visual Guide, for

only. Also folio collected Sousa marches.

Use in schools, 10 cents per copy small lots. 5 cents in large lots.

Tie-in Tips: Covers in full cover are display assets for theatre, music

LOCAL TIE-UP STILLS: Supermarket photo set. Dawn Addams shopping;

milk, perfumes, Rolliflex camera. Dawn Addams; jewelry, scarves,

dealers. For prices, information, contact Theodore Presser Co.,

Bryn Mawr, Pa.

millinery. Gene Tierney; total of 23 different local merchant tie-in

stills, available National Screen.

U.S. MARINE CORPS: Has officially endorsed film, will work with

theatres in promoting film via newspapers, schools and radio stations

PER-MA BOOKS: Pocket-size ediiiun of bestseller novel of same name.

locally. Also co-sponsoring with Fox a national contest for high school

No special edition. Tie-ups must be made on basis of exhibitors supplying

stills, accessories for displays in stores.

and college bands (see Tie-in Contests).

TEASER

AMERICAN LEGION: Has also endorsed the film, and will work with

TRAILERS: Three, in Technicolor, selling action and cast.

theatres via local posts.

Order from .MG.M exchange.

Tie-in Tips: Most American Legion posts have their own bands,

SPECIAL ACCES.SORiES: Plymouth -Puritan cutout hats for children,

and are in touch with leading community rnusicians. They will

mat form; full-size co-op newspaper mat for merchant tie-ins; newspaper

or ihiowaway jigsaw puzzle cutout; blotter mat; bookmark mat;

jurnish bands to hypo openings, for front-of-theatre music on opening

nights, and street parades in advance of playdate. If possible,

three color in mats; order from National Screen. Billowy ship's sail;

screen the film for Legion officials and local Marine Corps headquarters.

ushers' badges; printed valance; triple valance; auto bumper strips;

set of six lobby door panels; order from National Screen.

TR.WEL .\(iENCIES: Definite tie-ins for window SOUSA BAND FRATERNAL SOCIETY: National organization has

displays via U.S.

endorsed film.

Lines and British Overseas Airways, both of whom have sent special

material to travel firms, former using stills contrasting the .Mayflower

TiE-lN Tips: Society has chapters in all key cities, hundreds of

and the new .S.S. Uniled .States, and the latter using stills of its oversmaller

ones. Members are influential musicians in local communities,

will help arrange concerts in front of theatres on opening night,

-las flight called the "Plymouth."

street parades. For aid, additional information on chapter addres.ies

RIDE THE MAN DOWN

and whom to contact locally, check If m. C. Gens, 70 East 96 St..

Republic Current Release New York City.

li\.M.\\l BOOKS: I'iKkcl ^izcil .•diliun of llie Saturday Evening Post .STATE MUSIC EDUCATORS ASSOCIATIONS: In cv,ry stale, have

story is backed by u point-of-sale poslcr, field men in all situations who endorsed film, will work on local level to encourage school band p:irticipation

blanket the munlrv and have had large ixperience in working with

in the band contest, get classroom bulletins out supporting play-

llicatreB,

dales.

TiE-IN 'Ill's; For any promotion with liantani, contact nearest Curtis

Tie-in Tips: For aid. information, contact Stale Music Education

2b

PROMOTION SECTION.


«leli»,;

1 n&

'fe, aitivl

i'll'Sl,!!!,!

ffiS:

n sow

liloisiitltkl

li Ms,

'speilictm

tt jtcfc,

Hi;

t/imij

1 set Wci

ilors.

CISH PK

.sltlon

registered t»y more than 50 |)er.%ons who

crowded Into their meeting room In the

Hickory township fire hall Intent on blocking

the measure.

Members of the board ruefully admitted

later the action was unconditional and they

indicated no new attempt would be made to

revive it at this time. They added that they

knew of no substitute mea.sure which would

be offered in place of the Ill-fated amusement

tax. and said, "We'll Just have to get along

on what we have."

Opposition to the proposed amusement tax

was lead by Chris Lampros. owner of the

Hickory Drive-In; lATSE Local 101. and

owners of two golf courses and a recreation

enterprise. They u.sed newspapers, contacted

patrons and appeared In strength at the meeting

of the township supervisors. They reiterated

the biggest objection to the tax was Its

di.scriminatory nature. More than a score of

property owners told the board members that

they did not want an amusement tax.

Questioning the needs for funds, the property

owners told them they would rather see

a per capita tax levied against all residents

rather than imposition of the burden on the

enterprises alone.

Following the scrapping of the proposed

tax, the businessmen published an open letter

in newspapers to thank residents of the

township for the wonderful support during

the controvery and to congratulate the township

supervisors for not adopting the proposed

local amusement tax.

Brownsille, Pa., Rescin(ds

10 Per Cent Ticket Tax

BROWNSVILLE, PA. — Council members

rescinded this city's amusement tax last week

after theatre owners threatened to close their

houses in February. Appearing before the

Brownsville council were owners, projectionists

and other business representatives. Officials

of the Fayette Amusement Co., operator of the

Brownsville theatres, said the theatre would

have to be clo.sed and employes laid off unless

they were relieved of the 10 per cent amusement

levy. They had staged an active campaign

all year to have the tax removed.

About two months ago Brownsville entered

a suit to collect amu.sement taxes from the

Fayette Amu.sement Co's Plaza, estimating

that from April to the end of September the

theatre owed the political subdivision $2,912.11.

The exhibitors said that the two other local

theatres had been closed for a number of

months, mostly as a result of the local 10

per cent amusement tax and the federal tax

of 20 per cent.

Tax Removal Plea Is Made

By Washington Showmen

WASHINGTON, PA.—More than a week

ago city council readjusted its 1953 budget

ordinance and cut anticipated revenue from

the city's 10 per cent amusement tax in half.

from 130000 to I15XXI0„ ThU wan not

factory to William Ba«le. owner of the Baale

Theatre here, and he returned to ciijr father*

with an urxent plea for relief. With reprewntatlven

of Warner-i" SUte and WaAhln«-

U)n Theatre^ and the Halllday BowUxiu Center.

Ba.^le pleaded that the amuM-mrnt lax.

which ha.^ been In effect here for the paat

five years, be rciclndcd for at least next year.

He .said that theatrci had to have complete

relief from the tax In order to remain In

baslness.

"We have our back.i to the wail and need

complete relief from the Lax at Iea.st next

year. If our bu.slnes.s plcts up. and we anticipate

this theatre slump will end M)on. well

be glad to pay the tax again. But aa long ai

buslne.ss Ls as bad as It Is. we have to have

more help from you. " Ba-sle told Washington

councllmcn.

A spokesman for projectlonlsti said that

union members realized the slump in the

motion picture busln&v; and had not requested

any pay increase for the last four years from

management. Washington council Is reconsidering

the matter at budget sessions.

MEADVILLE. PA— Amu.sement admission

taxes are In the MeadvlUe city budget for

$26,000 next year, the same amount which

was figured to be collected in 1952. City

council's ordinance which renews the amusement

tax for another year, will be presented

on third and final reading December 30. according

to G. Stanley Maxwell, city clerk.

TORONTO. OHIO—The two theatres In thu

Jefferson county city of 7.500 closed for good

this week. Manos Enterprises directors said

that a city admission tax has made both

theatres unprofitable.

BUTLER. PA—The township of Penn.

Butler county, has enacted a 5 per cent admi.ssion

tax. effective on January 1. The

levy is not all-inclusive, according to W. J.

Mowry, president of the board of supervisors

of Penn township.

UNIONTOWN. PA.—The city of Unlontown

is renewing its amusement tax for the coming

year. Adoption of the budget is scheduled for

December 29. The amusement tax brought in

$43,865.61 In 1951 and dropped to $37^7637

this year, ending December 1.

MONONGAHELA. PA—City council will

drop its 4 per cent amusement tax and Increase

Its per capita tax from $3 to $4 per

year. The real estate tax of 14 mills will not

change.

NEW CASTLE. PA. — The toftTishlp of

Union board of supervisors is enacting a 10

per cent amusement tax. estimating that it

wUl yield $5,000 to 1953. School dLstrict of

Union township for the fiscal year ending

June 30 collected $6,602.91 in amusement

taxes.

McKEESPORT. PA.—City councU is renewing

its amusement tax for 1953. Final passage

of the new budget is scheduled for Decemljer

31.

^^^^,,cm\oxomcz December 20, 1952 N 43



'Andersen and 'Mermaid' Hold Up Big

As Other Bway Films Feel Slump

NEW YORK—Two Tech«icolor musicals,

••Hans Christian Andersen" and "Million Dollar

Mermaid," both holdovers, continued to

do smash business while three new color

films, "Stop, You're Killing Me," "Hangman's

Knot" and "The Raiders," had just average

opening weeks during the pre-Christmas

slump when, except for weekends, patrons

are more intent on Christmas shopping than

filmgoing.

••Andersen," which is in its third week at

both the Criterion on Broadway and the

Paris on the east side, was very little below

the first and second weeks while •Million

Dollar Mermaid," coupled with the Radio

City Music Hall's annual '•Nativity" stage

pageant, was above the strong opening week.

"Forbidden Games," highly-praised French

film, gave the Little Carnegie Theatre its

best gross since '•Ra.sho-Mon," which opened

the new theatre during last Christmas week.

The other pictures which held up well were

all art house films. "The Pi-omoter," in its

seventh big week at the Fine Arts, "Limelight,"

in its seventh week at the Trans-

Lux 60th Street, and '•Under the Red Sea," in

its fourth week at the Beekman. •'The White

Line" did so well at the Cinema Verdi that

it also opened a run at the Baronet Theatre

December 11.

Only three new films, •'Pony Soldier,"

••Torpedo Alley" and another Italian film,

••Two Cents Worth of Hope," opened during

the week but at least eight new pictures will

open in the few days before Christmas.

(Average Is 100)

Astor— Limelight (UA), 8th wk., continuous 1]0

Boronet—The White Line (Lux) U

Beekmon—Under the Red Sea (RKO), 4th wk... 110

Broadway This Is Cineroma (Cinerama), llthwk.

reserved seats .

] ^f

Capitol—Because of You (U-l), 2nd wk 9^

•. •

Cinema Verdi—The White Line (Lux), 2nd wk 110

.

Criterion Hans Christion Andersen (RKO), 3rd

'^'^

y,k

Fine Arts—The Promoter (U-l), 7th wk \v'^°

55th Street Life Begins Tomorrow (M-K), 4th

Globe—konsos City Coiifidentioi (UA), 3rd wk 110

Guild Leonordo da Vinci (Picture), 4th wK 05

Little Carnegie Forbidden Games (Times) 140

Loew's State Hangman's Knot (Col) HO

Mayfoir-The Thief of Venice (20th-Fox), 3rd wk. 95

Normandie To Have and Hove Not (WB), revival 95

Poloce The Raiders (U-l), plus vaudeville .... 1 05

Paramount Stop, You're Killing Me (WB), plus

stage show ]l^

Pans Hans Christian Andersen (RKO), 3rd wk...t50

Radio City Music Holl Million Dollor Mermaid

(MGM), plus Christmas stage show, 2nd wk...l45

Rivoli The Snows of Kilimanjaro (20th-Fox), 13th

wk 100

Roxy—Closed until December 22

Sutton—The Four Poster (Col), 9th wk 100

Trons-Lux 52nd Street — O. Henry's Full House...

(20th-Fox), 9th wk 100

Trons-Lux 60th Street Limelight (UA), 8th wk...llO

Victoria Breaking the Sound Barrier (UA), 6th

y„k

1 05

World—Streets of Sorrow (Union), 4th wk 90

Winter's Worst Storm Slaps

At Grosses in Buiialo

BUFFALO—The worst storm of the winter

hit Buffalo over the weekend and anyone

who was at home stayed there. The Para-

mount did fair with "Cattle Town" and the

century got a little business with "Tarzan's

Savage Fury." The Lafayette was off with

"Horizons West."

Buffalo—The Prisoner of Zenda (MGM), 4 days, ^^

Center— Battle 'Zone' (AA),' 5 'days, 2nd wk 75

Cinema—The Quiet Man (ReP). 2"^ wk 80

Century—Torian's Savoge Fury (RKO) »=

Lafayett


\i% THE SPUT-APCRTURe TEST — THE MOST CRITICAL COMPARISON TEST OF PROJECTOR PERFORMANCE.

"ry-i

Here you see the reproduction of a split aperture test

between CENTURY projectors end ordinary projectors.

ilisiO

the CENTURY half of the screen proves CENTURY'S

superiority—it's alive and it sparkles.

The other half of the screen (an ordinary projector)

is dull and uninteresting. Moke this test in

your own theatre and be convinced—change to

CENTURY projectors for bigger box office returns.

CENTURY projectors were the choice for

Cinerama, the new spectacular "3 dimensional"

motion pictures. You have much to gain by using

CENTURY Projection- and Sound.

See your CENTURY dealer for a demonstration.

%e!ltu}l CENTimY PROIKTOR CORPORATION, NEW YORK, N Y.

SOLO BY

AMUSEMENT SUPPLY CO.

341 West 44th St.

New York 18, N. Y.

ALBANY THEATRE SUPPLY CO.

443 North Pearl St.

J. F. DUSMAN COMPANY

Albany 4, Ne« York

12 East 25th St.

Baltimore 18, Morylond

PERKINS THEATRE SUPPLY.

SOS Pearl St.

BuHolo 2, Ne« York

LITTLE

MACHINE CO.

1114 Cen.-ral Ave.

Charleston, West Virginia

INC.

iOXOFnCE December 20, 1952

45


Sousa, Clifton Webb Are Honored

At Elaborate Lambs Club Party

BROADWAY

Tames E. Perkins, managing director of allJ

Paramount offices in Great Britain and]

northern Ireland, arrived on the Queen Mary {

December 13 for a three-week visit to confer'

. . .

with home office executives. Rita Hayworth

1

was also aboard H. B. Allinsmith. formerly

managing director of Westrex Corp.,

subsidiary. Western Electric Co., Ltd., wh

has been in charge of the company's activi-.<

ties in Great Britain and Ireland for the(|

past three years, is back in the U.S. . . . W11-.

liam F. Rodgers, MGM vice-president, le

for a Florida vacation December 14 .

Albert Lewin, MGM producer who will makeil

"Saadia," planed to London to complete cast-f

ing before heading for French Morocco, when

the picture will be filmed.

Seen at the Lambs' club party, left to right: AI Lichtman, Clifton Webb, Ralph

Bellamy and Robert Weitman.

NEW YORK—More than 100 men prominent

In the entertainment world, business

and the armed forces gathered at the Lambs'

club Sunday (14) to honor John Philip Sousa,

one of the founders of the organization, with

Clifton Webb as guest of honor. Webb portrays

Sousa in the 20th Century-Fox picture,

"Stars and Stripes Forever."

A plaque dedicated to the famous band

leader was unveiled in the club library.

One of Sousa's batons was given to Webb

All-Sousa Band Program

Set for Roxy Opening

NEW YORK—The U.S. Marine band will

present an all-John Philip Sousa concert

Monday (22) on the stage of the Roxy Theatre

in ceremonies attending the reopening of the

theatre.. Its entrance will be telecast nationally

by the American Broadcasting Co.

The feature picture will be "Stars and Stripes

Forever," 20th-Fox.

Work was scheduled to be completed at the

weekend on enlargement of the Roxy stage

to accommodate an ice show. About 5,000 feet

of neon tubing in four colors was being

installed under the ice surface, besides 3,000

feet of ultra-violet tubing to provide special

effects. National Theatres, which now controls

the hou.se. also was improving the marquee.

The neon tubing will cost about $38 000

and all lighting innovations about $45,000.

The first "Ice-Colorama" show has been

titled "Crystal Circus."

and a citation was awarded to 20th-Fox by

the U.S. marine corps, represented by Brig.

Gen. V. J. McCaul, director of public information.

Others present included Winthrop Rockefeller,

District Attorney Frank Hogan, Commissioner

Walter Shirley. Fire Commissioner

Jacob Grumet, Vinton Freedley, Conrad

Nagel, Rube Goldberg, Bobby Clarke, Ralph

Bellamy, Jack Pearl and William Gaxton,

shepherd of the Lambs.

SYRACUSE

f^elebrities invaded Syracuse last week causing

quite a ripple of excitement for news

people and TV and radio critics. Thursday,

Manager Sam Oilman staged a cocktail party

on the mezzanine floor of Loew's State close

by the goldfish fountain, refurbished with

beach sand, where pretty Julie Dorsey, daughter

of the bandleader Jimmy, displayed some

eye-filling bathing suits she wears in the

film, "Million Dollar Mermaid." Then, with

Harry Unterfort and his Hollywood U-I promoter

doing the honors for the "John Brown's

Body" staff and Tyrone Power, there was a

Friday preview of Power's film, "T!ie Mississippi

Gambler," at the Strand before a

luncheon at the Hotel Syracuse. Power answered

questions about Raymond Massey,

Miss Judith Anderson and himself. It was

Power's first look at the film and he in turn

invited criticism.

Jean Renoir, director of "The GoldenJ

Coach," Anna Magnani's first English-speak-i

ing picture, made in Rome in Technicolor,!

flew in from Paris via Pan American Airwaysfl

and left for Hollywood December 17 to negotiate

an American release. He spoke Decemh

15 at the Cinema 16 showing at Central!

Needle Trades auditorium . . . Kay Walsll,«

British actress who made "Young Bess" forjj

MGM in Hollywood, planed back to London

December 13 . . . Jose Ferrer, flew in fron

Europe December 15 for a short stay in Ne

York before going to Hollywood to attes

the Academy award pre-release opening

his "Moulin Rouge" in Los Angeles December

23. John Huston, director of the pictured

and Colette Marchand, Parisian ballet starJ

who makes her screen debut opposite Ferrer^

planed in from Europe December 1 and

also attend the Hollywood showing.

Richard Condon, RKO director of advertis-j

ing, publicity and exploitation, returned De-|

cember 17 from Washington, where he dis-|,

cussed plans for the opening of "Never Wave

at a WAC" with army officials . . . David

Golding, director of advertising and publicit;

for Samuel Goldwyn, got back from Florida

where he set the opening of "Hans Christian

Andersen" for Christmas day in Mia

Beach and left for Hollywood for meetir

with Goldwyn on the west coast opening atj

the Beverly Theatre December 26.

WANTED:

Manager and buyer, also need a projectionist.

New Drive-in to open soon.

Good salary and bonus. Write regarding

salary and experience. Held confidential.

Sunshine Construction Co.

*i*mumum

Key West, Florida

All 8 Majors Will Close

For Long Xmas Weekend

NEW YORK— All eight major companies,

MGM, Columbia. Paramount, RKO. 20th-Fox,

U-I. UA and Warner Bros., will be closed

for a

long Christmas holiday weekend, starting

Wednesday evening, December 24, until

Monday, December 29. RKO Theatres and

Theatre Owners of Ajnerica also will be closed

for the long holiday weekend and several

other companies and organizations are expected

to follow suit.

To date, only MGM and 20th-Fox have

.scheduled closing for the long New Year's

wiekend, starting December 31 and continuing

to January 4.

BOXOFFICE


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Free Show for Tent 13

In H.S.Jacobs' Wynne

PHILADELPHIA—Not thai anyone seriously

doubted It, but ii local motion picture

theatre owner has demonstrated that show

people have hearts as bin as circus tenUs.

Harry S. Jacobs, who operates the Wynne

Theatre, has offered the use of the theatre

for his favorite charity, the heart fund of

Variety Tent 13. with no strlnKs attached.

The 1.600-seal house will be thrown open to

the public Monday night i22t with Jacobs

Offering a sneak preview of a top Hollywood

film and several local variety acts on his

small stage.

No admLssion will be charged. A Jug will be

placed In the lobby and patrons may contribute

as much or as little as they wLsh.

Jacobs,

a former automobile man who entered

show business last August when he

bought the Wynne, has authorized Manager

David Rubin to go all-out In publicizing the

I'vent to insure a capacity turnout for the

charity. Regular patrons of his theatre will

be reminded via tape recording of the date,

and numerous radio and television personalities

in the city have promi.sed to plug the

event.

The theatre doesn't plan to alter its schedule

of two shows a night. Jacobs will not

deduct expenie. or rental money for the

evening.

Jacobs, who joined Variety Club when he

took over the Wynne, is noted locally for his

philanthropic work. He has been active lately

In promoting the club's camp for handicapped

children.

Two Pa. Distributors Named

CHICAGO—Irwin S. Joseph, president of

Essanjay Films, Inc., here, has appointed two

new zone managers. Jack H. Harris of Jack

H. Harris Productions, Philadelphia, was

named zone manager in that area and Lewis

Hanna of Hamia Theatre Service, Pittsburgh,

was named Pittsburgh zone manager. Harris

and Hanna will handle "Because of Eve" exclusively

in those territories.

Cowan has been with

Phil Cowan to Davis Associates

NEW YORK—Phil Cowan has been named

director of advertising, publicity and exploitation

for Arthur Davis Associates, distributors

of foreign pictures.

Eagle Lion Films. United Artists and Kenyon

& Eckhardt. The company lineup includes:

Rosselini's "The Seven Capital Sins," Vittorio

De Sica's "Hello. Elephant" and "Behavior of

the Sexes": "Voice of Silence." "The Minute

Df Truth." "Beauty and the Devil" and

"Father's Dilemma."

PLAY SAFE...

NEXT TIME USE

^r.

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. . David

. . Matt

. . Charles

ITTSBURGH

XT L. "Doc" Wadkins, Manos circuit booker,

retires as president of the Latrobe Chamber

of Commerce at the end of the year. He

has been associated with the Manos for 16

years . Kimelman, Paramount manager,

attended a company meeting in Philadelphia

last week . . . Bob Folliard, RKO

executive, conferred with Manager David C.

Silverman . Ray, Paramount shipper,

reported back on the job this week after an

absence of several weeks during which he

convalesced from an operation.

Fred Fisher, Bellefonte manager for the

Midstate circuit, in cooperation with the

Chamber of Commerce, presented free shows

for kids at the State (13) and the Plaza (20)

Mrs. Robert Caskey, wife of the Paramount

salesman, suffered a heart attack early this

week . . . Warner circuit house managers held

their holiday party Tuesday (16) in the

Warner clubrooms . Baron was

here exploiting Columbia's "Invasion, U.S.A.,"

. . Around 1,600 admissions

. . Merle Arnold has reopened

. . . Sid

... Ed Kelley, 701 Brownsville Rd., veteran of

the industry who has been in poor health

and confined to his home for a number of

years, would like to hear from oldtime friends

. . . James Retter, Warner salesman, was

hospitalized here for several weeks for a

checkup and treatment .

were registered at the J. P. Harris

here the evening (11) of the Met's closed

circuit telecast of "Carmen." Opinions were

divided on the electronic performance, but

there was a general agreement that it was

a start, an opening of a new field in entertainment

.

the Circle Theatre at Bobtown

Zins, Columbia exploiteer from Washington,

D. C, was a visitor this week.

with several screenings for armed force units,

civilian defense officials. Red Cross, etc. Onesheets

will be posted on 350 army recruiting

boards and 200,000 tabloids will be distributed

in behalf of first run openings in 35

theatres here, with "Rainbow 'Round My

Shoulder," starting January 11 . . . Jack

EUstrom has resigned as a salesman with

Columbia here and is joining the booking organization

at WB . . . Columbia employes

held their (Christmas party the evening of

December 15 at BUI Green's night club . . .

The Roosevelt Theatre at Republic has cut

admis.sion prices.

The Pittsburg^h Ladycops choral group of

50 sang ChrLstmas carols on stage at the

Warner Theatre (17) prior to the premiere

•iv;(«ii%!^-"'^^:

SAM FINEBERG |

TOM McCLEARY

|

JIM ALEXANDER

|

84 Van Broom Street

|

PITTSBURGH 19, PA. I

Phone Express 1-0777 I

^>^ovin Art BtHtr Than E»tr • Hoy*! Your EquipnuntTJ

. . .

of "April in Paris," feature of the annual

Press Old Newsboys show for the fund campaign

for Children's hospital . . . Francis

J. Guehl and Peter Quiter are co-chairmen

for the kiddy Christmas party at the Variety

Club (21) ... Fred Serrao, manager of the

Circle at New Kensington, and Santa Claus

were pictured on page one of the Daily

Dispatch (12), prior to the Jaycee Christmas

party for needy children at the theatre

B. F. Moore, Warner circuit's main line district

manager, and family were vacationing

in Florida.

. . . E.

A circuit booker recently purchased a television

set and after a week or so of viewing

he told us: "I should have had a TV

receiver long ago, for now I see what's going

on, what's right and wrong in my opinion

regarding scheduling and booking. Giving

attention to TV programming should

Kenneth Rennekampt,

assist

me in film booking

president

WKRZ, is

of Oil City radio

applying for UHF television

station

channel

64 . . . Closed throughout the summer

months, the West at West Aliquippa was

renovated for reopening Christmas day, according

to Abe Rothenstein, proprietor.

.

The Majestic at Butler closed temporarily

two weeks ago . . Dipson's at Bradford and

the Park at Meadville recently featured the

WWVA Jamboree on stage . . . Amusement

tax collected at New Castle to December 1

amounted to $30,942.31. Of this sum $26,788.54

was realized from the sale of tickets of admission

to theatres, and $2,586.22 was paid

as city tax for football and other sports . . .

If the borough of Blawnox knocks off its 10

per cent amusement tax, the Maryland Theatre

there may be reopened by Harry Rachiele

... A. P. Way, DuBois exhibitor who is entering

his 57th year in show business as a

theatre owner and manager, is expected to

visit Filmrow within the next few days and

shortly thereafter he will depart for his

winter headquarters at St. Petersburg, Fla.

Bill Shirley, 83, was here exploiting "Outpost

in Malaya." Veteran of the old vaudeville

days, he was secretary to the late and

beloved Harry Davis, pioneer in moving

pictures here, more than a half century ago.

The MGM exchange has been repainted,

the lighting system improved and new carpets

have been laid in the offices of John

J. Maloney, district manager, and Ralph

Pielow, branch manager . . . David Kimelman,

Paramount manager, recently introduced Dick

Morgan, Allied's new secretary here, to local

exchange managers and bookers . . . Ted

Gorris, manager of the Star at Glassport, an

astronomy student, departs after the first of

the year for Los Angeles where he has enrolled

at UCLA . . . Pioneer exhibitor Ben

Burke is very ill, blind and in need of assistance.

If any oldtimer can give a little

help at this season, it will be appreciated.

Contact Bob Kllngensmith, BOXOFFICE representative

. . . Danny McKenna vacationed

last week from duties at the Warner circuit

publicity department office . . c;hristmas

.

day marks the first aniversary of the foreign

film policy at the Squirrel Hill Theatre.

Cake and coffee will be served in the lobby.

The "Blackbeard the Pirate" TreEisure hunt

winner, Mrs. Margaret V. Ricei Avalon, received

a week-long holiday for two in Hollywood

. . . Harriette Rubenstein, secretary

to MGM's assistant manager. Max Shabason,

goes off the payroll December 24 and on

January 4 she will be the bride of Jerome

The M. A.

Libenson of Wilkes-Barre . . .

Silvers and daughter Barbara are vacationing

at Miami Beach . . . Jack Ralph jr. of Irwin

has succeeded George Eby as Harris Amusement

company controller. Eby is opening

his own tax consultant office in the Oliver

building . . . "Because of Eve" was given its

initial Pennsylvania showing here at the Art

Cinema. Hygiene commentator Alexander

Leeds is appearing in person with this picture

which is exhibited for women only at 2, 4:30

and 7 p. m., and for men only at 11:30 a. m.

and 9:30 p. m. "Because of Eve" is distributed

from the Hanna headquarters here.

Penn and Victor Leases

Sold to Pittsburgh Firm

NEW CASTLE, PA.—The leases of the

Penn and Victor theatres here were transferred

December 10 by the Mirisch Bros, of

lid I

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fflnTneati

W, E, J.

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[TjiaiKr.

teiliiectois

operal

Milwaukee to Norbert Stern and associates

iRKO;,

of Pittsburgh, operators of Assoeiated Drive-

:^ii,

In Theatres. Ernest and George Stern of the

Prepe

outdoor circuit stated that Louis Lutz hasbeen

retained as manager of the local theatres.

The Penn will be newly seated and

other improvements will be made in a modernization

sephSu

program.

The newly organized P. D. Moore Theatre

Service here has been named film buyer

and booker for the Penn and Victor theatres. m oflicf

Lutz states that refurnishing of the two theatres,

iiitlor0!

from marquees to stage walls, are a fork brani

part of the plans, with air conditioning ofi ^lll(}.i

the Penn to follow before summer. The Vic-i 'Mkc.

L7

L Beri

tor was air conditioned two years ago. lU sswlyb

addition to the outdoor circuit of theatreSi^bliyiiiK

Associated operates one other indoor house,!

! ioiie off

the Grant, at Millvale

Leases Theatre at Mather

MATHER, PA.—Carl Chieves has leasecl

the Family Theatre here. The former proprie-t

tor was Camillo Cionni, manager of the

Blue Moon Drive-In at Wellsburg.

Complete Sound and Projection Service

ATLAS THEATRE SUPPLY

Gordon Gibson, Mgr.

402 Miltenbcrgtr St., GRant 1-4281, Pittsburgh, Pa.

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|i«fit

December 20, 196


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New York branch manager by General Sales

Itfanager B. G. Kranze. The branch managership

had been vacant. Sugar joined United

Artists early last year. He has been in the

Industry since 1935 when he entered the Rehtrindwta

itMathe

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Elect Dewey Michaels

Tent 7 Chief Barker

BUFFALO—Dowcy Michaels, Kciicral

miuiagcr

of Michaels Tlieatrcs, opank

Carroll, MGM head booker; Leo Greenfield, I'niversal manafrer: Georife H. Schenrk.

Tristate .Automatir Candy Corp. manager: attorney Jack Olshan.sky. former partowner

of the Colonial; Joe Saperstein. Fabian buyer and booker: Dave Marks,

president of Fort Orange Radio Distributint; fo. Schenrk remains as secretary of

Variety Tent 9 for 1953 and the others are members of the new crew.

lOXOFnCE December 20, 1952 49


.i i I

'

Publicity and Public Relations

Different, Bergman Tells Ampa

NEW YORK—The difference between publicity

and public relations and how both apply

to

the film business was discussed Thursday

(18) by Maurice Bergman,

director of public

relations for Universal

International,

before the Ass'n of Mo-

,_^ ^~^^^—

t'on Picture Advertis-

'. '* K^K^m ers advertising class.

Other speakers were

Arthur De Bra. director

of the community

service department of

the Motion Picture

Ass'n. and Gordon

Maurice Bergman

White, director of the

advertising code administration

of the MPAA.

"Publicity." Bergman said, "either sensibly

or inordinately, attempts to excite the public

to an idea which will either sell something or

somebody.

"Public relations, on the other hand, attempts

to create an impression reflecting the

philosophy and belief of the particular enterpri.se

or individual.

"Our industry has the distinction of being

the only one that gave away its merchandise

during World War II. There was very little

publicity about this, but there was a great

deal of public relations."

Bergman said he thought this industry

should conduct organized campaigns when it

is embarrassed by agitators in Congress or

becomes the target of pressure groups, because

there are more pressure groups with "pet

peeves" than ever before.

One of the major public relations problems,

he .said, "occurs when we try to reconcile

the desire to the glamorous with the effort

to be conventional and typical of American

business.

"In other words, in publicizing the thing

that interests people in the movies we must,

at the same time, try to neutralize this with

the actual facts that we are a solid, substantial

element of the business community."

Steel, Copper, Aluminum

Cut for Film Products

WASHINGTON — Considerably le.ss steel,

copper and aluminum will be available for

manufacture of motion picture and photographic

products during the second quarter

of 1953 than has been allotted for use by

these manufacturers in the first.

The National Production Authority on

Thursday il8) announced that makers of

products to be used in the industry will be cut

to 3,029 tons of steel, 820,000 pounds of copper

and 1.106,000 pounds of aluminum in the

second quarter.

During the first quarter, NPA alloted for

these purposes 5.202 tons of steel, 1,276,000

pounds of copper

aluminum.

and 3,101,000 pounds of

R. Brooks Directs "Canopus Story'

Richard Brooks has been assigned to direct

ihi- "U.S.S. Canopus Story" for Metro. It is

hiisod on the exploits of the navy's submarine

branch during World War II.

Counter Drive Is Planned

To Surprise French Tax

NEW YORK—Foreign managers of the

major companies made their first move Monday

(15) to combat the surprise move of the

French government in extending its turnover

tax on unremitted earnings. After a long

discussion, with Eric Johnston, president of

the Motion Picture Export Ass'n, presiding, it

was decided to employ a tax consultant in

Paris to draw up a counter proposal. The

consultant will be selected by company representatives

in Paris.

The decision of the French government, announced

the previous week, followed on the

heels of a new Pranco-U.S. film pact and

was a disappointment. It was a source of

concern here because it made the tax retroactive

for several years and would probably

cost the majors several million dollars. A

protest is being filed with the State Department.

Speaking on Japan, Johnston told the foreign

managers that Richard T. McDonnell,

MPEA representative there, had been hampered

by a change in government in his assignment

to obtain remittance on frozen

earnings. McDonnell has been in Tokyo for

a much longer time than was originally expected.

No date has been set for his return.

Irving Maas, MPEA representative, was

scheduled to return from the Far East by

the end of the week. He has been working

on a new import license agreement with the

Japanese and studying business conditions and

restrictions in neighboring countries.

New TV Merger Provides

Full Program Service

NEW YORK—Something new has been introduced

to the television production field

a company designed to furnish distribution,

production and financing. The organization

results from a merger of Gross-Krasne Productions,

Inc., and Studio Films. Inc., with

United Television Programs, Inc.

Wilson M. Tuttle, who resigned recently as

vice-president in charge of radio and television

for Ruthrauff & Ryan, is the president.

Gerald King is board chairman and

Milton Blink is executive vice-president. The

latter two were co-founders of United Television

in 1950. Ben Frye is vice-president in

charge of sales.

Gordon to Take on Foreign

Films From Regent List

NEW YORK—Gordon Films, Inc., headed

by Richard Gordon, which has been handling

distribution of British-made pictures

for theatre and television use in this country,

has closed a deal for adding foreign language

films to its list. The agreement is with

Regent Film Distributors, Ltd., of Great

Britain, distributors of non-English language

films.

Regent operates on a large scale with a

west end house. New Gallery, as its showcase.

Gordon will not handle the distribution,

but will make individual deals on each picture

for the American rights.

U-I Lines Up Drive

In 38 Countries

NEW YORK— Universal-International

will

start an 18-week sales competition in 38

countries December 28 to mark the completion

of 33 years of service by Al Daff, executive

vice-president of Universal Pictures and president

of its foreign subsidiary, Universal International

Films.

Three trips to New York or any other city

chosen by the winners will be awarded to

managers in the Latin American, Par Eastern

and European divisions. All staff members in

the winning country will receive three weeks'

salary. Other prizes are two weeks' salary to I

U-I managers and staff members in second!

place territory and one week's salary in the.

third, fourth and fifth ranking territories.'

The winning divisional supervisor will receive

a silver trophy.

Ben Cohn, a foreign department executive,

will be captain of the drive. Territories taking

part include: Argentina, Australia, Belgium.

Brazil. Burma, Chile, Columbia, Cuba,

Denmark, Ecuador, Egypt, Formosa, France,

Germany, Great Britain, Greece, Holland,i

Hong Kong, India. Indonesia, Isreal, Italy;,

Japan, Mexico, Norway, Pakistan, Panama,]

Peru, Philippines, P>uerto Rico, Siam, Singapore,

Spain, Sweden, Switzerland, Trinidad,

Uruguay and Venezuela.

Daff joined the company in March 1920 as

a booker and salesman in Australia.

Five Actor Unions Again

Discussing Merger Plan

NEW YORK—A merger of aU five actorJ

unions under the head of the parent organiza-J

tion, Associated Actors and Artists of Amen

ica, is again being discussed by representative

and is a possibility for late in 1953, accordi]

to an official of Actors Equity, one of the

five unions. The others are: American FedH

eration of Radio Artists, Television AuthorityJ

Screen Actors Guild and Screen Extras Guild.!

Although the two screen unions recently!

refused to join in a proposed five-branch mer-:

ger, they would be wiUing to accept a "re-i

vi.sed" amalgamation. The merger would give

performers a single union card and a singU

set of

dues, regardless of the number of the-i

atrical fields in which they were active.

In the projectionists' union field, officia

of the Motion Picture Machine Operators,^

lATSE, Local 306, ai-e considering increase

demands for members handling large-screenj

telecasts, but only if further Metropolita

Opera broadcasts are .scheduled, according

a Local 306 official. The Guild Theatre, Nevi

York City, charged a $7.20 top for the recentj

"Carm.en" telecast.

Skouras Speaks in London

On Far East Market

LONDON—Opportunities for :i "fabulous"

market for American and British pictures inl

Japan and a rapidly expanding market lll|

Indonesia and India were outhned by Spyro

P. Skouras, president of 20th Century-Fox.l

to executives of the J. Arthur Rank Organization

at a luncheon given by the Circuits!

Management Ass'n December 18.

"Theatre television is the greatest hope inl]

the domestic market and will increase then

atre receipts to three times what theatresfj

have done since the end of World War n,'l(

Skouras predicted.

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BOXOFFICE :: December 20, 196S(

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MEWS AND VIEWS OF THE PRODUCTION CKNTER

Office— Suite ::. llolluiiood Blvd.: Ivan Spear. Wrstrrn Mtinuoeri

^Major TV Nets Join

in Appeal to NLRB

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HOLLYWOOD—Joining the Screen Writers

uUd in its jurisdictional dispute with the

levlsion Writers of America, the three

TV networks—NBC, ABC and CBS—

,ve a,sked the National Labor Relations

rd to dismiss a TWA request for certification

as bargaining agent for scriveners emiloyed

on video network shows.

Norman Greer, NLRB representative, ruled,

lowever. that the motion to dismiss must be

icted upon by the labor board as a whole,

rhe networks were joined in the petition by

he SWG and the Authors League of America,

rhlch contend that a contract between the

letworks and TV writers already exists.

the SWG named committee

^ ;hairmen to work with its new slate of offiheaded

by President Richard Breen.

Retiring after 40 years behind the cameras,

^thur Miller was given a testimonial dinner

ilonday (15) by the American Society of

Miller's first photographic

issignment was "The Perils of Pauline."

Industry and labor trustees of the health

md welfare plan recently adopted have ap-

Minted Ted Ellsworth, business agent of

ATSE costumers Local 705 as permanent adnlnlstrator.

Roy M. Brewer, lATSE studio

epresentative, was named chairman for

953; Marvin Faris, executive secretary of the

Society of Independent Motion Picture Prolucers,

will serve as secretary-treasurer, and

v. K. Craig, MGM executive, as assistant

As the keynote speaker at the Publicists

annual Panhandle dinner, subjecting

ress representatives to a thorough ribbing,

•roducer Samuel Goldwyn made a plea for

;ood public relations based on "honesty, inegrity

and decency," and declared the need

as great as that for

nod pictures. Goldwyn was introduced by

Mgar Bergen and Charlie McCarthy, and

ther speakers included Dan Thomas, PG

iresident: Fred S. Meyer of 20th Century-

"ox, William Goetz of Universal-International

ad Charles Boren of the Ass'n of Motion

Icture Producers.

o Build Planing Mill

HOLLYWOOD—Bids are being sought by

Lllled Artists for the construction of a $25,000,

ound-proof planing mill which will be built

arly next year on the AA lot on the site now

ccupied by the studio's lumber yard. The

lUllding will be erected under the supervision

I Eugene Arnstein, studio manager.

Willson M. Tuttle Heads

Consolidate TV Setup

HOLLYWOOD Con-solldatlon of United

Television Programs, Inc., with Gro.s3-Krasne

Productions and Studio Films. Inc.. ha.s been

effected, with Willson M. Tuttle b.s the new

president of UTP and Gerald King as chairman

of the board. The reorganized firm Is

being expanded to Include production and

financing as well as video distribution, and

will headquarter at the California studios, recently

purchased by Gross-Krasne. The latter

will supervise UTP production.

• • •

Acquisition of TV and other rights to 16

British-made features never before shown on

video has been di-sclased by Sid Pink Associates,

which will distribute them on a market-by-market

basis in the U.S. Players in

the films Include Margaret Lockwood, Edmund

Gwenn, Neil Hamilton. Patricia Roc

and Ben Lyon.

• • •

With Alan Dinehart producing and Edward

Bernds directing, filming has been launched

on a new TV film .series starring Alan Young,

with Dawn Addams as his leading lady. The

half-hour subjects are being made under

supervision of William and Edward Nassour

for CBS release.

Musicians Local Renames

Its Incumbent Officers

HOLLYWOOD—Incumbent officers headed

by President John te Groen were re-elected

by American Federation of Musicians Local

47. which also voted in favor of a merger

with Local 767. comprised entirely of Negro

tunesters. Approval of the merger measure

was complicated inasmuch as Local 767 recent

balloted against such a proposal.

In addition to te Groen. Phil Fischer was

returned to the vice-presidency and Bob

Hennon was re-elected financial secretary.

Opposing te Groen for the top spot was Al

Marlneau.

Para. Parleys in LA

LOS ANGELES—As a followup to the recent

huddles conducted here by A. W. Schwalberg.

Paramount Film Distributing president, and

E. K. O'Shea and Jerry Plckman. vice-presidents.

Individual sessions with divisional

branch managers were conducted by George

A. Smith, western division chief. Smith conferred

here with Frank Rlcketts. Denver manager:

Wayne Thlrlot. Portland; Henry Hausteln.

Seattle; H. Neal East. San Francisco;

Frank Smith. Salt Lake City, and Al Taylor.

Los Angeles, concerning new regional merchandising

and promotion plans.

'Anderson'

Premiere

On Christmas Day

HOLLYWOOD—To borrow an expre».ilon

from his own apocryphal lexicon. Producer

Samuel Goldwyn has Included hLi "Hans

Christian Andersen" out of Its once-!>chedulcd

Friday i26> Pacific coast premiere and,

ln.stead. will open the Technicolor production,

being distributed by RKO. on Christmas

day. The change In plans came aiter

Goldwyn learned that 1.500 requests for premiere

.seats had been received, more than

the Beverly Theatre will accommodate Hence

the Danny Kaye starrer Instead will begin

its regular prerelease run at the showcaM

without benefit of klleg lights or other premiere

trappings.

• • •

Allied Artists' "Hiawatha" was given Its

midwestern premiere Wednesday (17) at the

State Theatre In MlnneapolLs. .sparked by

appearances by Yvette Dugay. who stars with

Vincent Edwards In the Walter Mlrlsch production.

Arch Oboler's three-dimensional "Bwana

Devil." currently day-dating at the Downtown

and Hollywood Paramounts here, opened

Tuesday (16i at the St. Francis Theatre In

San Francisco, following which It Is set to

begin an engagement Tuesday (23) at the

Madison In Detroit.

• • •

A New Year's eve world premiere at the

Capitol Theatre in Washington has been arranged

for

Metro's "Above and Beyond." the

story of Col. Paul Tibbetts. who dropped the

first atom bomb on Hiroshima. The picture,

starring Robert Taylor, was produced, written

and directed by Norman Panama and

Melvln Frank.

• • •

The British Trl-Opticon three-dimension

process will be given its U.S. premiere on

Christmas day at the Telenews Theatre In

Chicago under the auspices of Sol Lesser,

who US roadshowlng five short subjects as

a package.

Near Charities Goal

HOLLYWOOD—Only slightly more than

$80,000 remains to be solicited to put the

Permanent Charities committee's 1953 fundraising

campaign over the top. Dore Schary,

MGM production chief and drive chairman,

reported that to date 18.864 subscriptions for

a total of $1,142,262 have been received. The

goal is $1,225,000. Schary said solicitations

will continue until every potential donor has

been contacted.

lOXOFTICE December 20, 1952

51


[

STUDIO PERSONNELITIES

Barnstormers

Columbia

GENE AUTRY checked in after o three-week personal

appeoronce tour, during which he covered 20

cities in 13 stotes.

Briefies

Columbia

Producer-Director Jules White gunned "A Pair

of Sneakers," o two-reel comedy starring Welly

Vernon and Eddie Quillon. Felix Adier wrote the

script.

Cleffers

Allied Artists

"White Lightning" will be scored by MARLIN

SKILES.

Warners

RAOUL KRAUSHAAR wos set as musical director

on "The Blue Gardenio," which is being produced

independently by Alex Gottlieb.

Meggers

Columbia

"The Infinite Woman," Edison Morshall's fict ionized

biography of Lola Montez, has been assigned

to ROBERT ARTHUR to produce.

WILLIAM FADIMAN was handed the production

reins on "The Franz Liszt Story/' celluloid biogrophy

of the pianist-composer.

Metro

"The Ruth Etting Story," based on the career of

the nightclub ond recording singer, will be produced

by JOE PASTERNAK.

20th Century-Fox

ROBERT BASSLER is readying "The Twelve Mile

Reef," a story of sponge-diving off the Florida coast,

for a February start. The script is by A. t.

Bezzerides.

Options

Allied Artists

Set for one of the femme toplines in "Jclopy,"

Producer Ben Schwalb's new Bowery Boys comedy,

was MONA KNOX. The megophonist is William

Beaudine.

Columbia

TOMMY FARRELL was signed for "49 Men." Producer

Sam Katzmon booked SUZANNE DALBERT

to portray the femme heavy in the picture which

stars John Ireland and Richord Denning under the

direction of Fred F. Scars.

Independent

Wisberg-Pollexfen Productions signed ROBERT

SHAYNE and DORIS MERRICK for the top roles in

"The Neonderthal Man," a science-fiction melodramo,

which is being directed by E. A, Dupont.

Universal-International

Cast as Barbara Stanwyck's daughter in "You

Belong to Me," the Ross Hunter production, was

LORI NELSON. The romontic drama will be megged

by Douglos Sirk.

Little theatre actor STUART WHITMAN, signed to

a term pact, will moke his film bow in the Victor

Mature-Mori Blonchord vehicle, "Prince of Bagdad."

George Shermon is directing the Albert J. Cohen

production.

Warners

FRANK FERGUSON was signed for o character part

in the Kathryn Grayson starrer, "The Grace Moore

Story," which Gordon Douglos is megging for Producer

Henry Blonke.

Scripters

Columbia

MICHAEL BLANKFORT is penning "River of the

Sun," from Jomes Romsey Ullmon's adventure novel

for Producer William Fadimon.

"The Circle of the Day," from the novel by Helen

Howe, will be screenplayed by JAY DRATLER as o

Willifirn Fadiman production.

Biographer IRVING STONE was togged to write

'ho screenplay of "The Life of Cosonovo," upcoming

Villiotn Fadiman production.

-'' ' mmond," the Kenneth Garnet original,

n-d for Producer Lewis J. Rachmil by

Story Buys

Columbia

Film rights to the Emile Zolo novel, "The Human

Beast," were acquired and the property has been

bonded to Lewis J. Rachmil to produce.

"High Commond," on adventure story about Canadian

bush pilots by Kenneth Gomef, was acquired

and added to Lewis J. Rachmil's production docket.

Metro

Acquired and added to Producer Jock Cummings'

slote was "The Tea House of the August Moon," a

best-seller by Vern Sneider. It deals with the experiences

of on ormy captoin assigned to rehabilitate

a war-torn Okinowon village.

20th Century-Fox

"Be Prepared," a humorous tome by Rice E. Cochrane,

was purchased and assigned to Leonard Goldstein

to produce.

Warners

The independent unit headed by John Wayne and

Robert Fellows purchased "Island in the Sky," o

novel by Ernest K. Gonns, and inked William A.

Wellman to direct the action dromo.

Technically

Metro

"All the Brothers Were Valiant" will be photographed

by GEORGE FOLSEY.

Warners

"Calamity Jane" will be photographed by WILFRID

CLINE.

DON PAGE will be the assistant director on "Blowing

Wild."

Title

Changes

Columbia

"The Velvet Coge" to PROBLEM GIRLS.

Universal-Internalional

"Wings of the Vulture" to WINGS OF THE HAWK.

Stolkin, Corwin, Burke

No Longer in Gamble Co.

WASHINGTON—The FCC Tuesday (9)

decided

that Ted Gamble's Mount Hood Radio

and Television could amend its application

for a Portland, Ore., television channel to

show that Ralph Stolkin. Sherrill Corwin and

Edward G. Burke jr. had sold out their interest

in the company. This reversed the

decision of the hearing examiner, who held

that the application could not be amended

because the deadline for amendments had

been passed.

Stolkin. Corwin and Burke, between them,

owned 43 per cent of Mount Hood's stock,

the same percentage as that owned by Gamble.

The Stolkin-Corwin-Burke stock was sold

to about 30 employes of Portland radio station

KOIN. operated by Mount Hood.

Mount Hood is competing for a Portland

television channel with the company which

operates radio station KGW in that city.

Hearings, postponed because of the wrangle

over amendment of the application, were

scheduled to be resumed on Wednesday (10).

but a further postponement was certain.

'Stooge' Set for New Year's

HOLLYWOOD—"The Stooge," the Dean

Martin-Jerry Lewis comedy produced for

Paramount release by Hal Wallis, will be

the piece de resistance at special New Year's

eve shows scheduled at seven local theatres

the Orpheum. downtown; the Hawaii, Hollywood;

Crown. Pa.sadena; Picwood and Manchester.

Inglewood. and the Gage and Van

Nuys drive-ins.

Party Given for 65 Ready

To Leave on GI Tours

HOLLYWOOD—Film and radio persona;

I

j

,

ities making overseas trips to entertain G]' ''

during the Christmas-New Year's seaso:

joined military brass, leaders of charitabli

and civic organizatioras and state, county anj

city government officials Thursday (18) at I

goingaway luncheon at the California Nb'

tional Guard armory in Culver City.

;

With George Murphy, president of tfcj

Hollywood Coordinating committee, as chair]

man, speakers included Dore Schary, MGI

production chief; James F. Sauter, presider

of USO-Camp Shows. New York, and. froi.

Washington. Col. Raymond F. Stone, chief c

special services, representing the army's adju.

tant general and Brig. -Gen. Frank Dori|

deputy chief of information.

,

Luncheon was prepared and served by arm,

^

personnel from mobile field kitchens fror] li

Ft. Mac Arthur. The 48 volunteer stars and Ij 4

musicians who will carry yuletide greeting,

to military personnel stationed and hospjj

talized overseas is the largest project of it;

kind yet organized by the committee in coj

operation with the Department of Defens(j

USO-Camp Shows, army special services an^

the army air force. They took off by plan'

Friday il9i for Korea, Alaska, the Caribbea,

and the Greenland-Newfoundland area.

;

West: Producer Fred Brisson of Independi

ent Ai'tists, accompanied by publicist Ph

Gersdorf. returned from a month in Ne^

York and Washington, where they draft

plans for the premiere of "Never Wave at

i

WAC." being released by RKO. to be stag"

late in January in the nation's capital.

• • *

West: Francis M. Winikus, United Artist

advertising-exploitation director, was

pected in from New York for huddles wiC

various members of the UA production fam'j

ily.

• • •

West: Harry Cohn. president of Colum^

bia. planed out for Honolulu to check pr

posed location sites for the upcoming fl'

version of "Prom Here to Eternity."

• • •

West: Steve Broidy. president of Allie

Artists, returned from Chicago, where he at

tended a COMPO session.

• • •

East: Walter Lantz, cartoon producejj

trained for New York for parleys with tJhome

office executives on his 1953 prograiril

He'll also talk with officials of Coca-Cola".j

export division on a series of two-mlnut

Technicolor commercial cartoons, which

dubbed into several languages.

• « •

East: Charles Amory, vice-president 111

charge of west coast sales for Pat he Labora


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Opera TV at Denver

'Great Experiment'

Initial .showlnR of Rrnnd

operu on large-screen television took place

there lit the Punimount last week when "Ciirmen"

was taken off the mlcro-wiive as It

jwBS being produced by the Metropolitan

Opera Co. In New York, and the result was

satisfying. The house clo.sed all day. opening

at 5 for free coffee and sandwiches,

which were served until the start of the

opera, 6:30 Denver time. Prices were $2.40.

)|3.60 and $4.80. and the hou.se gro.s.sed about

!$3,500. with half going to the arranging company,

which In turn will settle with the opera

company. The house placed 1,800 seats on

i

sale.

Patrons were generally satisfied with the

show. Many of them hunted out John Wolfberg,

general manager of the Wolfberg Tlieatns,

owners of the Paramount, and told

him they would be back for the next opera

showing, and wanted to know when It would

jbe. The sound was all that could be asked,

•the closeups were fine, but the long shots

left something to be desired, but still good

enough to satisfy all but the most critical.

Wolfberg envisions the event as opening

up an entire new field for the motion picture

theatre, and an experiment that might

very well be the very means to get people

into the film houses for pictures, people

Dec. 23 Deadline Is Set

By Booth Local No. 150

LOS ANGELES—A Tuesday (23i deadline

has been set by the lATSE projectionists

ILocal 150 in its dispute with operators of

the 24 drive-ins in this territory over the

ilocal's request that iw-o men be employed

in a booth during first run engagements,

ner owners have been notified that if

ement is not reached by that time a

Ikout will be called. Such notification

ame from the local's strike committee,

leaded by John Maynard, Charles Venclll

.d George Schaffer.

barter Port Hueneme Firm

To Rebuild Burned House

PORT HUENEME, CALIF.—Capitalized

at

150,000. the Melody Theatre, Inc.. ha.s been

tormed by Melvyn C. Kennedy. Floyd H. Edgton,

Percy E. Smith, William Shoemaker

id Ralph McKeehan. and state approval

being sought to sell 5,000 shares of stock

; a par value of $10 a share.

The company was organized to rebuild the

felody Theatre here, which was gutted by

toe in 1950.

Flat Top' Trailers on TV

DENVER—For the first time. Fox Intermountain

Theatres is using television trailrs

in promotion of "Flat Top," Allied Artists

release in color, which opened at the Denver

ind Esquire theatres. Charles Duer, AA manager

here, obtained full United States navy

ooperation in exploiting the opening.

Amusement industry employes from oil the 48

tates admitted at no cost tor TB core at WILL

tOGERS MEMORIAL HOSPITAL.

80XOFFICE :: December 20, 1952

THK

mountain labored and brought forth

statu.s quo— and Howard HuKhen.

For two to three wpek.H, Perry Lleber

and his studio publicity .staff had been under

orders to ".stand by" to .service a bored prcM

and a far-from-breathlp.s.s public with news

about the future ownership and operatlon-s

of RKO Rodlo. Then, at long laat. came the

momentous announcement.

Out of the welter of rumors, huddles,

minority stockholders suit.s. charges and counter-charges,

appointments and quick resignations

came that colassal manifesto, and revealed

that the status of the time-honored

company would be pretty much the .same as

that which prevailed before the widely publicized

.sale by Hughes of his controlling

interest to the group, headed by Ralph Stolkln.

The meat of the communique was to the

effect that four new directors had been

elected to the RKO board, including Hughes

himself; Noah Dietrich, executive vice-president

and a director of the Hughes Tool Co.,

a director of Trans World Airlines, Inc., the

National Bank of Commerce of Houston,

Texas, and a member of the University of

Notre Dame's advisory board: J. Miller

Walker, who has been with RKO in various

capacities for 21 years, including posts as

vice-president, general counsel and director;

and Maurice H. Bent, a senior partner in

the investment firm of Merrill Lynch, Pierce.

Fenner and Beane. Remaining on the board

—as the only member who was on the directorate

set up by the Stolkin interests— is

Edward G. Burke jr.

From which it is patent that Hughes and

his henchmen are firmly re-seated in the

saddle. True, the Stolkin group still has its

dollars invested in the outfit, but apparently

will have little voice in planning its future.

At the time when Hughes, last September,

first announced disposal of his RKO control,

the move was acclaimed in virtually every

quarter as one that probably would benefit

the company, its exhibitor customers and the

motion picture industry as a whole. That was

because of the doldrums of inactivity, uncertainty

and damaging litigation and pubhc

relations into which the firm had descended

during the latter days of Hughes' generalship.

Consensus opinion held that RKO had

no place to go but up. But that was before

the Wall Street Journal launched its sensational

expose of certain memt)ers of the

Stolkin syndicate and the sources of their

opulence. Then the idea began to grow that,

perhaps, the no-place-but-up starting line

had been too optimistically drawn.

Certainly the weeks of bickering and neartotal

inactivity did nothing to improve RKO's

already shaky position.

But with industry-characteristic malicetoward-none

attitude, those nightmarish days

are down the river. RKO Radio can again

regain the proud and respected place it once

occupied among major fabricators and distributors

of motion pictures. In their frombehind-the-goal-line

start, the members of

the skeletonized organization have one powerful

as.set, an impressive lineup of potentially

profitable pictures—Including Samuel Goldwyn's

"Hanx ChrtxtUn Andcm^n," Walt DUney's

new featu "Prtrr

Pan," Edmund ( ird. the

Pirate." Independ'

Uu-ultiid RuMctl

topllner. "Never V. . WAr " a pair of

Jean Slmmoiii st.ii.-tr., '*" and

"Beautiful But Dungrroas. .n Hartford's

"Face to Face." "Jet Pilot, ullh John

Wayne and Jonet Leigh, "Thr Hra Around

Us," a documentary, and tiict

from other source.s. But t;. .ong

maintain the march toward .solid pay dirt

Thot win need money, manpower, slclltul

production, .smart advertising and publicity,

all in generous and Immediate quantities.

Hughes and hU aa.soclate» are In a pasltton

to make them available For the good of all

concerned, let It be hoped that they will.

Kvrr since the clays of "The flrrat Train

RobbIary Had a Little."

Rosen's disclosure commanded considerable

if lurid—attention in the lay prevs, including

his warning th.it such film names as

Marilyn Monroe and I^na Turner "will have

to look to their laurels a.s far as sex goes—

and with Christine It goes plenty far." Aa

qunte


. . Proceeds

. . Janice

. . The

^AN FRANCISCO

/^erald C. Hardy of Fresno, president, reports

Hardy's Theatres has reassumed

the management of the Pulton Theatre in

Fresno. He said the Pulton Theatre Co.,

which took over the liouse in May with an

option to purchase, has decided not to exercise

the option. The theatre was closed

early in December and will remain closed,

according to Hardy, until further notice.

The city of Colusa still owns the Gem Theatre

building there, although it was advertised

for sale. No offers had been submitted

when the time came for opening bids. The

city purchased the building with the idea

of making it over into a city hall. The city

council decided that the time when funds

would be available for remodeling was too

far in the future and it would be wise to

sell the building and start over at some

later date on a new city

hall.

Fred Sears, Columbia director, was in town

preparing to shoot a film with a San Francisco

Chinatown background, but, according

to reports, his investigation brought only

confusion and his staff returned to Hollywood

where the scenes will be shot on a

sound stage . . . George O'Brien, former

Hollywood star, was in town. He plans a

movie comeback ... A local news columnist

reported Albert Warner of WB as stating

"There's nothing wrong with the movie business

that can't be cured by merely eliminating

one quarter of the theatres. Too many

of them for the amount of business, that's

all."

San Jose youngsters were admitted to a

THEATRE FOR SALE

In Colifornio, will be available February ^, 1953.

Good lease. Receipts exceptional. Books open.

Other interests.

$35,000 down to experienced exhibitor only.

Stote experience. Boxoffice, 4947.

Get them out of their

HEYWOOD-

i-

matinee at the Studio Theatre on donation

of one or more used toys for the annual

Toys for Joy campaign. Prizes ranging from

a tour of Moffett Field to a six-month free

pass to the Studio were awarded children

bringing the most toys in the best condition.

John Brunette is manager.

A giant balloon parade was held in San

Rafael as a Christmas present to the kids

of Marin county from the business, professional

and industrial people of San Rafael.

All boys and girls participating in the parade

were guests of Blumenfeld Theatres for a

party at the Rafael. The party was handled

by Al Goodwin, Marin county manager for

Blumenfeld .

of a one-night

Ocean Drive-In showing went to the Crescent

City Moose lodge.

Harry Graywood of the Walter G. Preddey

Co. returned to work following a bout with

the flu . . . Joe Rucker, NBC-TV cameraman,

was on the Row accepting congratulations

for his spectacular shots of the ship

sinking in the bay . . . Harold Atkinson, who

had been in the shop at NTS the last ten

years, died December 9.

. . .

Herman Wobber, 20th-Fox, celebrated 20

years with the organization at a gettogether

Arthur Barnett

Friday (12) . . . of the Rex Theatre, Oakland, was on the

Row Paramoimt held its Christmas

party

. . .

for employes and friends December

Warner Bros, will hold its annual

12 . . .

Christmas party December 24 . . . Norman

Moray, Warner short subject sales manager,

was in from New York for a few days en

route to Los Angeles The Sebastiani

Theatre at Sonoma has been taken over by

Bruce Prater . . . Leslie Fazeka^, Lyric, San

Jose, and C. J. Remington, Fair Oak, F^ir

Oak, were seen on the Row.

The Point Theatre at Hunters Point, a

Westland theatre, will be closed for an indefinite

period . Welch is the new

easy chairs at horn

BY GIVING EM MORE RELAXING

COMFORT IN YOUR THEATRE!

• Tailor-made, rocking chair comfort to

\/ suit the individual's exact wishes!

\ 'A luxurious theatre chair that can be

tilted to any pitch desired.

• HEYWOOD-WAKEFIELD AIR-FLO

CHAIRS command— and merit— a premium

price in your choicest locations.

V

B. F. SHEARER COMPANY

lOS ANOIIIS: IIM S»lk «i»tM loekiilii lui • PORTIANO: 1141 a ar Uttiiiii >l«ilii ISO

SAN FRANCISCO: 14] (fl«tii (iti lit Ulltertill I till • SiATUI: >]ll Sicinl Mi ill.tll 1241

switchboard girl at Republic . . . J. ]

Grainger, vice-president and general sali

manager for Republic, and Francis A. Bat<

man, western division manager, visiting M

San Jose's Burban

local exchange . . .

Theatre reopening December 10 with a ga)

affair and with Burt Kennerson, formi

manager, returning to his old post. Tne Bui

bank closed in July.

Along the Row last week were John Tei

rill of Orange Cove Theatre, Orosi, and Wl

lard Wagner, Antioch . Ocean Drive-ll

at Crescent City is closed . . . Edgar I

Weiss is now operating the Vista Theatij

at Rio Vista, a former Sunnymount hous

. . . Charles Pincus, city manager in Stock!

ton for Blumenfeld, has replaced Joe Huf.

who is temporarily retiring . . . The Roxj

in Oakland is scheduled to reopen short!

|

with "Limelight" . . . Tony Lopez of thi

E. I. Rubin Co. returned from a vacation.

The Telenews Theatre held a very sue

cessful screening of the TV Carmen trans

mission from New York Met. The theatre wa

sold out at $6 scale, all seats reserved. Al

though some critics criticized the picture

the theatre management stated that th

difficulties were in the transmission or at th

Met originating point. The Telenews wi

install a third-dimensional system this montl

Hugh Bruen of Whittier

Buys Industrial Tract

WHITTIER, CALIF.—A 38-acre industri?

tract near this community has been purchase

by Hugh W. Bruen, president of the Brue

Theatre Co., and engineering and architec

tural work has been launched to develop

portion of the property as a 950-car drive-ii

The ozoner is being designed by architec

J. Arthur Drielsma. Bruen also operates thi

Roxy, Whittier and Wardman theatres henl

Start on Awards Setup

HOLLYWOOD—Machinery is

being set i

motion by the Academy of Motion Pictup

Arts and Sciences in anticipation of its up

coming annual awards presentation event, t

be held there next March. Billy Wilder, producer-director-WTiter,

has been appoints

chairman for the honorary foreign languag'

film award committee, membership of whic:

includes Anne Baxter, W. M. Bishop, Addiso

Durland, William Feeder, William Gordoi,

Steve Goodman, Ely Levy, Luigi Lurasch

Walter Reisch, Carl Schaefer, Geoffrey Shur;

lock. King Vidor and Robert Vogel.

Diamond Film Planned

HOLLYWOOD—"The King of

Diamonds,

to be filmed in Technicolor on location at th

Kimberly diamond mines in South Africa, ha

been scheduled for 1953 production by th

Dudley Pictures Corp, It is being scriptei

and w'ill be produced by Carl Dudley.

Visit Son in Alaska

WAITSBLTRG, WASH.—The local theati.

clo.sed for a month Wednesday (171 when th

i

owners, Mr. and Mrs. Roy Peacock left fo

Anchorage, Alaska, to visit their son.

Adventure Novel to Screen

James Ramsey Ullman's adventure novel

•River of the Sun," will be scripted by Mlchae

Blankfort, for Columbia.

i

Ilk

t

BOXOFFICE :: December 20, 195.


e^' is to? ^'

ol Motioi) i

icipation ol ::

J Wilis

Xii THE SPLIT-APERTURE TEST —THE MOST CRtTICAL COMPARISON TEST OF PROJECTOR PERFORMANCE.

Here you see the reproduction of a split aperture test

between CENTURY projectors and ordinary projectors.

If

The CENTURY half of the screen proves CENTURY'S

superiority—it's alive and it sparkles.

The other half of the screen (an ordinary projector)

is dull and uninteresting. Make this test in

your own theatre and be convinced—change to

CENTURY projectors for bigger box office returns.

CENTURY projectors were the choice for

Cinerama, the new spectacular "3 dimensional"

motion pictures. You have much to goin by using

CENTURY Projection and Sound.

See your CENTURY dealer for a demonstration.

%en^ CENTURY PROJECTOR CORPORATION, new york, n y.

SOLD BY

GIRARD THEATRE SUPPLY CO.

320 West Wasliington St.,

Phoenix, Arizona

PEMBREX THEATRE SUPPLY CORP.

1969 South Vermont Ave.,

Los Angeles 7, Colitornio

WALTER G. PREDDEY CO.

187 Golden Gate A«e.

San Francisco 2, Californio

INTERSTATE THEATRE EQUIPMENT CO.

1923 N. W. Kcorney

Portland, Oregon

OXOFFICE December 20, 1952

55


. . Filmrow

. . Jim

. . Robert

il

:,'

i

DENVER

pox Intcrmountain Theatre changes, as announced

by Frank H. Ricketson jr., president,

included the moving of Ralph Roe from

city manager at Alliance. Neb., to Nampa,

Ida., where he takes over from Ed Doty, who

has been looking after the situation along

with his duties in Caldwell. Lloyd Gladsen

was moved from Walsenburg, Colo., to Alliance,

and Wilford Williams jr. was shifted

from Cheyenne to Walsenburg to manage the

Fox. Williams recently became a father for

the third time, a baby son named Dennis

Edward. The grandfather is Wilford Williams

city manager at Kemmerer.

sr.,

Because of his diligence, coupled with a

keen ncse, Max Soverign. projectionist, is

credited with saving the Fox Theatre in

Alliance. Neb., from destruction by fire. While

closing the theatre one night, Soverign smelled

smoke in the balcony. Suspecting a smoldering

cigaret in one of the seats, he began a search

of every seat. Ralph Roe, manager, arrived

and joined the search. Finally it was found

the smoke was coming from an exhaust

opening. The fire was quickly extinguished,

and Roe immediately ordered a wire screen

placed over the opening.

Carl Benefleld and A. L. Shields are building

a 600-seat theatre in Clayton, N. M., to be

called the Bronco and opened about February

1, with the booking and buying being handled

by Ed Green of

Texas Service.

June Farmer, secretary at Manley, went to

her home in Amarillo, Tex., to spend the holidays

. . . J. R. Grainger. Republic vice-president

in charge of sales, conferred with Manager

Gene Gerbase and called on circuit officials

. . . E. E. Jameson sr., Kansas City

owner of the Denver Shipping & Inspection

Bureau, conferred with Lynn Petz, manager.

PLAY SAFE...

NEXT TIME USE

M32T S. WABASH AVE, CHIGAQO

630 NINTH AVENUE. NEW VORK

SELL YOUR THEATRE PRIVATELY

LaroHt coveraoe in U.S. No "Net" listings.

Highest reputation for l

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r^^J^t-Coti

-Pipe If

>Be)idelvo

'd Conii

Angeles

lOSHGEI

i

"Bana

-, !li( only

attiaiiavf

tio-tteai

.etedfora

e'^Conofv-O

i»«t

equip IMMm toil

fi'j-Jk

Iron

^01 Stflre-P

IfR!, Ponfoge

lUMr (ColJ

»*^, Uptown,

mtin Mn li

! (Itiili, V»

Wi HwAn It

i'Mes

ISffi Frnid

FFIUKCI

i'opese

iiftai

ifii

|«ir :!«0i

5)oiilli

iWiil,

:f'l;j:

of the new equipment, with members of thi 'lllCf

press and trade as invited guests. The screet

projects a larger picture and, it is claimed

:,

l:rl|

. .

imparts more realistic color, a sharper in^^SijM.

and greater eye comfort for the spectators n~'*;

Ad

'"Mh ;

HERE'S YOUR CHANCE

lo gel in the

• Sure to Play

As a screen game, HOLLYWOOD takes top honors.

As a box-office attraction, it is without equoL It

has .been a favorite with theatre goers for

f^ovie Stars-

over 15 years. Write todqy for complete details.

Be sure to give seating or ear capacity.

HOLLYWOOD AMUSIMINT CO* tSI South Waboth Av«nu«

Chicago S, llllnoK

'01 fi

BOXOFFICE :

: December

20, 196| ^ Jjff,.,


I

lax

«1. Cil.


inn

to

link;

pealiii

%

V eihibiiB

WbitlDI

%

il

ami up.

nttliij

:«e»liji»

itr6Mt(

M hoists

iionfcc

; L, NetBi

taappi

and Itei.

tillbebesi.v

tas teto

Ki sum

-

tiscoonti

{

Battle Film Rates 150,

High Denver Score

DENVKH Tlic ChrLstnuis shoppInK took

Its toll lit the boxofflcf, with the re.sul' mast

first run business was off. "Biittle Zone" and

"No Holds Barred," showInK at the Alnddln,

Tabor and Webber, produced 150 per cent.

(Average li 100)

Aladdin, Tabor, Webber—BoMU Zona (AA); No

Holds Borrod AA) 150

Brooitvkov The Priioncr o* Zondo (MGM), 3rd wk. 90

Dcnhom - Oulpost in Moloyo (UA) 80

Denver, Esguiro Bloodhoundt of Broodwoy (20Th-

Fox). Thit Above All .^Olh Fox), rciituo 100

O'P^wufD- Everything I Have Ift Youra iMGM); Sky

Full o» Moon iMGM) 115

Paramount — Cotlletown IWB), MIracIo on 34th

S»r«*t ?Olh Foxl, remuc 120

Vogue— Pope Le Moko (5R) 80

World— Rcndoivous With Tomorrow (SR) 75

'Devil' Continues

Los Angeles Leader

LOS ANGELES—The pre-Chrlstmas slump

was In full swing along the first run rialto,

with "Bwana Devil." the three-dimension

entry, the only attraction managing to garner

better than average takes, Iti its third stanza

of a two-theatre day-date booking, "Devil"

accounted for a comfortable 150 per cent.

Beverly Canon—O. Honry'i Full Houio (20th-Fox),

13th wk 70

Chinese, Los Angeles, Loyola, Fox Wilshirc

Brooking the Sound Barrier (UA), My Pol Gut

(20tti-Fox) 110

Downtown, Hollywood Poromounts— Bwono Devil

(Oboler), advanced prices, 3rd wk 1 50

Fine Arts—The Promoter (U-l), 6th wk 90

Four Star, Worners Downtown, Warners Hollywood—The

Iron Mistress (WB), 3rd wk 75

Egyptian, State—Plymouth Adventure (MGM), 3rd

wk 75

Hillstreet, Pontages—Eight Iron Men (Col); The

Pothtlnder (Col) 100

Orphoum, Uptown, Hawaii—Thunderbirds (Rep);

Toughest Man in Arizona (Rep) 110

United Artists, Vogue—Outpost In Moloyo (UA);

The Hooxters (MGM), 2nd wk 70

Smoke '.> ^.'

jet \«x !

This sy.'r

tall tie fc

eatKsiiWliau,

\fet"'

SberdE'

jia.

tlaB

jbe

,

Ohoto's

'^

Tours' Tallies 130 Per Cent

In San Francisco Opening

SAN FRANCISCO—"Everything I Have Is

Yours" opened at the Loew's Warfield Theare

with a pleasant 130 per cent. Second

best rating, 110, was "The Steel Trap" at

the Pox.

Fox—The steel Trap (20th-Fox); Secret People

(LP) .

,110

Golden Gate— Cairo Rood (Realart); Beware, My

Lovely (RKO) 90

Loew's Warfield— Everything I Hove Is Yours

(MGM) 1 30

Orpheum—Canyon Passage (Realart); Frontier Gol

(Reolort), reissues 50

Poromount—The Hour of 13 (MGM); Ride the Mon

Down (Rep) 1 00

St. Froncis—The Iron Mistress (WB), 2nd wk 100

United Artists—Limelight (UA), 4th wk 80

LAKoxie

liiitlieR(K«

t of

jet

at»

*« ^';

nil

''^''.

nth- ,

aiiitBti^

,lor,asl»^

t

ipaS

tie 'f

!or

'Plymouth Adventure' Paces

Seattle With 160

SEATTLE—Only bright spots in a dull

meek were "Plymouth Adventure" and

'Apache War Smoke" at the Liberty with 160

jer cent, and the second week of "Because

Ifou're Mine" and "The Hour of 13" at the

fUusic Hall with 125.

plue Mouse—Woterfront Women Belli Dance

Hall Girls iBell)

100

Coliseum— Bottle Zone iAA) The Rose Bowl Story

(AA)

. 100

ifth Avenue— Night Without Sleep 20th-Fox). . 75

.iberty—Plymouth Adventure (MGM); Apache Wor

FOR FAST THEATRE SALES

Write or Phone

Irv Bowron, Solcs Mgr.

SCHWARY REALTY CO.

Phone: LI 65S5

10700 N. E. Sandy Blvd., Portland, Oregon


. . Harry

'

PORTLAND

pxeavation work gets under way next week on

the big J. J. Parker drive-in in Astoria.

Jack Matlack. executive assistant to Mrs. J. J.

Parker, president of J. J. Parker Theatres in

Oregon, made the trip to the Columbia river

port city to officiate. Mrs. Parker is flying

to Beverly Hills, Calif., to spend the Christmas

holidays with her son, daughter-in-law

and two grandchildren.

James R. Grainger, general sales manager,

and Francis Bateman, western division manager,

Republic, were in town to discuss coming

product with exhibitors . . Keith Petzhold,

.

Broadway manager, is decorating the

house for the holidays. The theme this year

is "Road to Bali." The picture will be holiday

fare at the United Artists.

AI Oxtoby, WB manager, was in Seattle

for conferences at Evergreen headquarters . .

Jack Partin, Republic manager, was on a

sales trip in the Williamette valley. Chuck

Wilkins, also of Republic's sales staff here,

covered the eastern Oregon territory.

While Marvin Fox, John Hamrick's Portland

city manager, was on a brief vacation in

Bellingham, Wash., Warren Goodwin, Liberty

manager, took over his duties. Fox, back at

his office Monday, reported that Charles

Chaplin's "Limelight" opens at the Roxy here

for Christmas. The Liberty has "Under the

Red Sea" scheduled.

Jim Beale, Columbia manager, left for New

York Wednesday with Mrs. Beale. They will

sail midnight ll9i on a tour of the West

Indies, the three-week sales prize. They will

spend Christmas in the Barbardos and New

Year's eve in Havana. W. T. Withers of the

sales staff takes over during Beale's absence.

Plans for the construction of a drive-in in

the Salem area have been announced by

Jesse Jones. Jones, assisted by Jim Young,

Salem realtor, picked a location on the west

side of Lanca.?ter drive, a block and one-half

north of the State street intersection. Jones

said he felt that the public interest and

traffic safety would be best served if the

drive-in was located off the heavily traveled

Highway 99. The proposed theatre will accommodate

500 cars. It will be landscaped

and have a snack bar. Screen and projection

equipment will be installed by the Interstate

Equipment Co. of Portland. Jones, a veteran

in Oregon theatre business, operates the St.

Johns, the Roseway and the Rio, all in Portland,

and the Roxy in Sweet Home, Ore.

J. J. Parker Theatres, in cooperation with

the Portland ix)lice department, admitted patrons

to the Broadway Thursday (ID for

QUICK THEATRE SALBS!

Selling theatres is our business. Live

organization, quick results. When others

toil, give us a try, post record of soles

IS our proof.

UNITED STATES COVERAGE

Inquiries

Amwered Immediately

FRED B. LUDWIG, Realtor

L BumMdi. ^* Portland 15, Oregon

tbree cans of foodstuffs. The admissions

were turned over to the police department's

Sunshine division to go into baskets distributed

to the needy on Christmas day. The

canned foods day has been an annual Parker

Theatre tradition for many years.

Ted Galanter, west coast publicity director

for MGM, was in town with Faye Antaky,

who appears in the Esther Williams musical,

"Million Dollar Mermaid." Miss Antaky was

hostess at a luncheon at the Multnomah

Athletic club where in behalf of Miss Williams

she presented a trophy to Multnomah

club swimmers, winners of the northwest

women's championship. Press and radio representatives

were on hand for the presentation

and luncheon. Accompanying Galanter was

Allan Welder, recently appointed northwest

exploiteer for MGM.

Walter Hoffman was in town Tuesday (9)

working on extensive promotion for "Road

to Bali." The Paramount picture has been

booked into J. J. Parker's United Artists

as Christmas fare.

Big news of the week was the announcement

by Mrs J J. Parker, president of

Parker Theatres, that the United Artists

Theatre would install Cinerama. Jack Matlack,

executive assistant to Mrs. Parker, said

the installation cost W'ould top the $70,000

mark and the theatre would offer the new

type of screen entertainment sometime in

March. The 800-seat downtown theatre is

the first to report installation of the thirddimension

system.

Alan Wieder, MGM, was in from Seattle.

He is working on "The Prisoner of Zenda,"

"Million Dollar Mermaid" and "Above and

Beyond" . . . Earl Teaford replaces Johnny

Kay as booker. Kay is in Phoenix, Ariz.

Teaford was on the sales staff . . . Parties

scheduled include a Christmas event at 20th-

Fox office, with Charles Bowers sr., manager,

host to his staff and another at Republic Pictures,

with Jack Partin as host.

'Iron Curtain' Attributed

To CBC by Opposition

OTTAWA—The expected explosion over the

government's television policy broke out in

the House of Commons when George Drew,

leader of the Opposition, castigated Revenue

Minister J. J. McCann and the Canadian

Broadcasting Corp. over what he called "the

iron curtain of the CBC."

Drew condemned the restrictive measures

which bar private interests from operating

TV outlets in cities where the government's

CBC has opened a video station or intends

to do so. The government insisted on a

monopoly because it had found out how tough

private enterprise could be.

The Opposition leader predicted that TV

stations would be opened in the United States

near the border to beam Canadian-sponsored

programs into the Dominion.

Drew charged that McCann had shown lack

of concern over "filth" which had been televised

by the government station in Toronto,

this being a play called "Hilda Morgan," the

story of an unmarried Toronto school teacher

who had become pregnant. He complained

that theatre programs are regulated and there

is .some discipline exercised over the attendance

of juveniles at theatres.

sign CHRISTMAS SALUTE SCROLL and give "o

dime, o dollar, or on endowment" to our own

WILL ROGERS MEMORIAL HOSPITAL.

SEATTLE

TXTalter Hoffman, Paramount northwest

publicty director, returned from San

Francisco Friday (12) where he had baen

working with Bob Blair from Los Angeles . . .

Lloyd Honey has closed his Starlight Drive-

In at Sunnyside and is wintering here at the

Exeter . Ulsh was in from Anacortes,

His daughter and son-in-law, the Bill Owens,

are leaving for Chicago and Ulsh will take

over the management of his Island and Empire

theatres, which Owen had been managing.

William A Scott is the new owner of the (

Pateros, Pateros. He purchased the theatre

from Robert Gray . . . Seattle orphans and

other children in institutions were guests of

the Post-Intelligencer and RKO at a special

showing Saturday (20) at the Green Lake

j

Theatre of "Hans Christian Andersen." Bidwell

McCormick of the local RKO office

handled all arrangements . . . Mrs. Richard j

Drake, former booking machine operator at

20th-Fox, is mother of a baby girl.

A gay time was had by the 32 persons attending

Paramount's Christmas party at the

Sorrento hotel Saturday U3i . . . Eve Rubenfield,

secretary to Jack Burke, Seattle mani

ager of 20th-Fox, announced her coming

marriage to Bernard Ordell on December 28

. . . Dave Dunkle, eastern Washington salesman

for Paramount, was in town . . . Mikei

Barovic of Puyallup was off for Idaho for

some hunting.

"Stars and Stripes Forever" is slated for

and early run at the Fifth Avenue . . . The

20th-Fox office is being remodeled to include

offices which will be occupied by Safflesi

Theatre Service, which plans to move in'

around the first of the year . . . Stage star Cor

nelia Skinner is coming to the Metropolii

for three nights and a Wednesday matinee,

beginning February 2, in "Paris '90." She l£|

the entire cast in the drama in w'hich she de^

picts 14 seperate women of Paris in the f:

decade of the last century. The booking

been made by Manager Hugh Becket.

Many Adolph Zukor Kin

To Attend Jan. 7 Dinner

HOLLYWOOI>-More than 20 members

of Adolph Zukor's family living in the Los

Angeles area will be on hand for his 80th

birthday dinner celebration, to be staged

here January 7 at the Ambassador hotel

under sponsorship of Variety Clubs International.

The all-industry event honoring

the film pioneer has Charles P. Skouras,

president of National Theatres and Pox

West Coast, as dinner chairman.

Family members include Mr. and Mrs.

Eugene Zukor and their sons E. John,

Adolph II ;uid James: Mr. and Mrs. Boyd

Morse, Arthur Loew jr., Albert A. Kaufman,

Mr. and Mrs. Albert Kaufman Jr„

Mr. and Mrs. Melville A. Shauer, Mrs.

Jenny Shauer, Mr. and Mrs. David L.

Loew, Mr. and Mrs. Walter S. Beck and

Stewart Stern.

The footprints of the elder Zukor wUl

join those of other film greats in the

forecourt of Grauman's Chinese Theatre

here as part of the birthday celebration.

BOXOFFICE :: December 20, 195.


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Committees lor '53

Named by KMTA

KANSAS CITY— I'lu- rollowiiiK icr. committees

were appointed recently for the Kiuins-Missourl

Theatre Ass'n by President C. E

Oook, In conjunction with the board o( directors

of KMTA:

Membership for Kansas—Homer StrowlK.

chairman: Don Burnett, H. B. DoerlnR.

Membership for Missouri—Leo Hayob.

Ohairman: Harley Fryer, Glen Hall.

Membership for Kansas City territory— Elarl

Jameson jr., chairman; Ed Hartman. Alex

Shniderman, Lauren Turner.

Membership for drlve-lns—Stanley Durwood,

chairman: John Basham, Jack Braunagel,

Don Burnett. Jim Cook, Fryer, Ed

Eterrls, Don Phillips, Calvin Strowlg, Frank

Weary Jr.

Exhibitor-Distribution Relations, Arbitration

and Trade Practices— J. A. Backer, chairman:

Ralph Adams, George Baker, Elmer Bills,

Dale Danlelson. H. B. Doering, Durwood. R.

P. Fite, Virgil Harbison. Louis Hlgdon,

Charles Knickerbocker, C. A. Schultz, Lauren

Turner.

Public Relations—Senn Lawler, chairman:

Baker, R. R. Blechele. Hall, Joe Redmond,

i} Homer Strowig.

PUm Salesmen Coordinating — Raymond

McKlttrick. chairman; Earl Dyson. Gene

Snlt2, Woody Sherrill.

Clubs I»l

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Special Events and Promotion—Louis Hlgdon,

chairman: Sam Abend. Braunagei, Jess

DeLong. Durwood, Hayob, Earl Jameson Jr.,

Marcus Landau, Harold Lyon, Eddie Mansfield.

Elmer Rhoden Jr., Jack Shriner, M. B.

Smith, Ken Winkelmeyer.

Theatre Television—Dale Danlelson, chairman;

Mansfield. R. M. Shelton, Dick O'Rear.

National and State Legislation—Biechele.

chairman: Elmer Bills. Dale Danlelson. Dick

Brous, Durwood, H. B. Doering, Fryer. Arnold

Gould, Gordon Holiday, Earl Jameson sr.,

Winkelmeyer.

Fire at Central Shipping

KANSAS CITY—A fire at the Central

Shipping & Inspection bureau Friday morning

(12) resulted in damage amounting to

several hundred dollars. A reel of old nitrate

film was being dismounted from a reel by an

jlDspector when an unknown source of fric-

Ition caused it to explode. Employes working

jnearby quickly extinguished the fire before

the fire department arrived. In the meantime,

the fire had set off the sprinkler system.

The greater part of the damage was

caused by water. No one was injured in the

mishap. The company reported no delay in

operation, and by late that afternoon most of

the area was cleaned up.

^"flQuali

PLAY SAFE...

NEXT TIME USE

IKT S. WABAiN AVE. CHICAQO

tM NINTH AVENUC, NEW VONK

Revised Censorship Bill

Passed in Kansas City

Dignified-Type Ads

Fall Shy on Opera TV

KANSAS CITY Some OOO oixra lover.s

viewed "Carmen" for

three and a hnU hourn

via large-screen tclcvl.slon, at the Ashland

Tlieatre (Hi. The clascd circuit t/'lcca-st.

oriKlnatlng from the stage of the Metropolitan

opera hou.se In New York, was the third

large-screen TV event to be shown at the

Ashland in a two-year period.

Eddie Mansfield. Commonwealth city

manager, said that he was plea.sed with the

turnout, which filled the house to about twothirds

its full capacity. "The sound reception

was exceptionally good, but the picture

appeared somewhat hazy at times. This wtis

due to inadequate lighting at the Met rather

than to cable difficulties. There was a slight

interruption In the third act that lasted only

a matter of seconds." said Mansfield.

The Commonwealth manager said that a

considerable amount was spent on advance

publicity, but that he felt a different type

ad campaign would have been more successful

in attracting a larger audience. However,

he said, the Met had asked that a dignified

campaign be conducted. Toll charges to the

telephone company amounted to $496. while

the Met receives either 40 cents a seat or

50 per cent of the gross, whichever Is the

highest. In the case of the Ashland It will

be 50 per cent of the gross. Commonwealth

lost money on the event.

Plans for showing the opera at the Granada

Theatre in Lawrence, Kas., were

dropped because of the expense Involved.

The next event scheduled for the Ashland

will be December 30. when the Bendix organization

holds a closed-circuit meeting

originating from Chicago. Bendix pays all

outride costs plus a flat fee. This will be for

employes only.

INDIANAPOLIS

Toe Finneran, Syndicate Theatres president.

' Franklin, and his wife were vacationing in

Mexico for two weeks . Brewer.

State, Lafayette, was confined at home by a

throat infection . . . Dick Hand and his wife

operated the Melody Drive-In. Knox, were

vacationing in Wyoming . Star.

Geneva, has been reopened by Clyde NihLser.

. . .

J. P. Griffis and wife acquired the Kent

Theatre at Kentland from Dallas Cannon,

who operated the house 24 years. Griffi.'-

operates houses In Fowler and Boswell. Ind

Exhibitors seen on Filmrow Included E

E. Smith. Devon. Francisvllle; Bruce Klxmiller.

Indiana-Colonial. Bicknell; William T.

Studebaker. Logan Logansport; William Kalafat.

York. Churubusco; William Handley.

Rembusch Circuit. Franklin: J. Griffis. Boswell.

Boswell: Mat Scheidler. Hartford City,

and James Griffis. Boswell. Boswell.

Stewart Reese, Reese. Plymouth. Is a

patient at the Mayo clinic.

KAN.s.^s CITY—A revl»*


. . H.

. . Howard

. .

. . Don

j

I

A N S A S

r* W. Aaron, 20th-Fox western division sales

manager, New York, led a meeting here

0f company officials with Fox Midwest heads.

Other 20th-Fox officials were Gordon Halloran,

St. Louis manager:

M. A. Levj-, division

manager, Minneapolis,

and Buck

Stoner, assistant division

sales manager

. . . The RKO staff

will hold a luncheon at

the Muehlebach hotel

on Wednesday (24)

. . . Jim Lewis, RKO

manager, was in Manhattan,

Kas., for a

meeting with Midcen-

Eddie Aaron tral officers.

. . .

Carlie Brawner, WB switchboard operator,

has taken a leave for several months, during

which she will go to Florida. Edith Broderick

has replaced her The Filmrow

Women's Bowling league will not meet again

Filmrow visitors included

until January 2 . . .

W. F. Sonneman, Springdale, Ark.;

J. Fay Cook, Missouri Theatre, Marysville,

Mo.; Nick Kotsis, Holden, Mo.; R. C. Davison,

Binney, Pattensburg, Mo.; Fred Eber-

Satisfaction — Always

MISSOURI

THEATRE SUPPLY COMPANY

L. I. EIMBRIEL, Manager

Phone BAIIimore 3070

ZZ 115 W. 18lh Kansas City 8. Mo.

nPCHT MPT[Dy

STAGE EQUIPMENT COMPANY

.oirmr

511U

rviKYTMINC FOR THE STAGE • *UD!TORIUM LO

BOX OFFICE 1124 Grind Ave. Kan>» City S.

SELL YOUR THEATRE PRIVATELY

Largest coverage in U.S. No "Net" listings.

Highest reoutation for know-how

and fair dealing. 30 years experience including

exhibition. Ask Better Business Bureau,

or our customers. Know your broker.

ARTHUR LEAK Theatre Specialists!

3305 Caruth, Dallas, Texas

Telephones: EM 0238 • EM 7489

CONFTOENTIAL CORRESPONDENCE

INVITED

^H^T/oM SiAoie* Smct /S99

STEBBINS THEATRE Equipment Ct

•noil Wv...Jaii. Si.

KANSAS CITY 6, MOr

'^ r

FOR SALE:

POPCORN MACHINE

Excellent condition, about I year oW. Last Manley

Aristocrat mode of all metal construction. All

aoar driven, no cobles, outomatic pumps. Also

2 100 pounds of Purdue's best popcorn. For real

borgoin coll Finloy 3830, Ray Steinkomp 3 Wilton

Blvd., Konsos City, Kansos

CITY

wein, Weston, Weston, Mo.; Shirley W. Booth,

Booth, Rich Hill, Mo., and Fred Wilcox, Cozy,

Lockwood, Mo.

Ben Marcus, Columbia manager, was in

Des Moines for two days. Marcus was presented

a set of diamond-studded cuff links

by the managers, salesmen and officer managers

of the Des Moines, Omaha, Kansas

City and Minneapolis branches at a recent

meeting in Chicago. The gift was gi^'en in

honor of his 25 years with the company . . .

Republic and Commonwealth Theatre.? held

their annual joint Christmas party Friday

(19) at the office.

. . The

.

Rose Marks, secretary at Poppers Supply,

was off for a few days vacation

Men's Bowling league will not meet until

January 7 H. Levine has purchased

the Admiral Theatre here from Mrs. Mildred

Blackmore . . . Columbia held its Christmas

Durwood Theatres

party Friday (19 1 . . . has an office party scheduled for Wednesday

(24).

Tom Baldwin, Columbia manager, was in

Wichita . . . Wallace Heim. UA publicist from

Chicago, was in town working on thi'ee forthcoming

releases . . . The B. J. Kranze, UA

general sales manager, sales drive opened

Saturday (20) . . . Bernie Evens, MGM exploiteer,

was in Springfield and Wichita .

Jean Gatton is the new booking clerk ^t

MGM.

. . .

Mr. and Mrs. George Wadllng:ton and son,

West Theatre, Parsons, Kas., were in town

Other visitors seen along the Row included

R. L. Adkins, Arcadia, Kas.; George

and J. Leo Hayob, Mary Lou, Marshall, Mo.,

and M. S. Heath, Liberty, Mo.; Woodrow

Rife, Knobnoster. Mo.; and F. A. Tucker,

Bevier, Mo. . . . Shreve Theatre Supply sold

projection and sound equipment and a screen

to D. A. Kisor, Mount Rose, Mo., for his

new theatre at Shell City, Mo., which is expected

to open soon.

Missouri Theatre Supply sold complete RCA

drive-in equipment to Ernie Block for his

proposed 300-car ozoner at Sabetha, Kas.

Grading is to begin immediately. The same

company sold complete RCA sound equipment

and Brenkert projectors to Ray Robinson and

Lee Sproule, owners of the Rex Theatre,

Newton, Kas. The booth equipment is to be

installed very soon. L. J. Kimbriel's company

sold Rube Finkelstein, for his Kansas Drivein,

new 110 hi-intensity lamps and rectifiers

to be installed some time prior to the

spring reopening; while 600 new Hcywood-

Wakefield chairs were sold to Harold Gibbons

for hi.s Victory Theatre, Wichita.

Harold Wirthwein, AA district manager,

Hollywood, was in town for consultation

with members of the local office. Ray Copeland,

AA manager, spent two days in Manhattan,

Ka.s., on business . . . Hank Doering,

Garnett, Kas., and C. E. "Doc" Cook, Maryville,

Mo., were in town .

Straum,

Hollywood Servemaster salesman, returned

from a trip in the surrounding territory.

The four Fox Midwest first run houses here

are offering patrons a different sneak preview

each night, featuring 20th-Fox product

due for release next year. Beginning December

18 and running through the 24th,

the new Idea Is referred to as a pre-Christmas

special, in a week set aside to honor Leon

Robertson, Fox Midwest city manager.

Earl Jameson sr. was in Denver conferring

with Lynn Fetz, Denver Shipping & Inspection

Bureau manager . Davis, RCA

district manager, was a recent Denver visitor

. . . Phil Williams, formerly connected!

with the March of Time, stopped here whik

en route from Texas to New York.

Loop Theatres Enjoy

Brisk Patronage

CHICAGO—The Chicago Theatre had a

week with "The Thief" and a stage

good first

show headed by Basil Rathbone, Robert Alda

Polly Bergen. The Oriental had a bright week

with "Breaking the Sound Barrier," as did the

United Artists with a twin bill, "Flat Top'

and "Torpedo Alley."

(Average Is 100)

Ctiicago The Thief (UA),

Esquire The Hour of 13

plus stage stiow

(MGM)

IIC

IK

Grand The Steel Trop (20th-Fox); The Lady Soys

No (UA), 2nd wk IOC

Onentol Breaking the Sound Borrier (UA) 1 Of

Poloce Plymouth Adventure (MGM), 2nd wk. ...IOC

Stote-Loke The Snows of Kilimanjaro {20tti-Fox),

6th wk

Roosevelt — Lure of the Wilderness (20ti-i-Fox);

9;

Toughest Man in Arizona (Rep), 2nd wk 10:

Surf O. Henry's Full House (20th-Fox), 6tti wk..lO:

United Artists Flat Top (AA); Torpedo Alley

(AA)

IC!

Playhouse (Teitel), World

wk

The Strange Ones 4th

IK

Woods Pony Soldier (20th-Fox), 2nd wk 10

Ziegfeld Mudlark (Lopert) 10

"Flat Top' Grosses 135

In. Paramount Opening

KANSAS CITY—Grosses among the firsi

run situations here continued a downwarc

trend. Top newcomer of the week was "Flai

Top," which recorded 135 per cent at the

Paramount. "Eight Iron Men" hit 125 at the

Missouri, and "The Promoter" rated 175 ir

a third holdover week at the Vogue.

j

1

Kimo Never Take No for an Answer (Souvaine). . 9C;

Midlond The Thief (UA); The Hour of 13

(MGM)

Missouri Eight Iron Men (Col); Ladies of the

9;'

Chorus (Col), reissue 121

Paramount Flaf Top (AA) 13;!

Tower, Uptown, Fairway and Granada Woy of

a Gaucho (20th-Fox); (at the Tower and Gra-

, nado only). Night Without Sleep (20th-Fox).. 8(!

Vogue The Promoter (U-l), 3rd wk 17.'|

'Zenda' Paces Inidianapolis

]

Grosses With 160 Per Cent

INDIANAPOLIS—"The Pi'isoner of Zenda'

bowed in at the Loew's Theatre with a heftj

]

160 per cent to be the top grosser of tht:

week.

Circle — Because of You (U-l); Scotland Yard

Inspector (LP) 10:

Indiana — The Lusty Men (RKO); Mr. Walkie

Talkie (LP) 7(

Keith's The Iron Mistress (WB), 2nd wk 8(;

Loew's The Prisoner of Zenda (MGM); Holidoy

for Sinners (MGM) 16(1

Lyric Horizons West (U-l); Tromba, the Tiger

Man (LP) 7:1

Committee Chairmen

Of Illinois Tent Named

CHICAGO—At the first meeting of the nev'

1953 crew of the Variety Club of Illinois 8'

its Congress hotel headquarters. Chief Barke

John J. Jones named the following commit

tee chairmen for 1953:

House, Nat Nathanson; heart, Edwin Sil

verman; entertainment, Nate Piatt; pub

licity, Irving Mack; banquet. Jack Kirsch

ticket sales. Jack Ro.se and Manuel Smerling

membership, Joe Beren.son; law, Aaron Stein

golf, Elmer Balaban; special activities, Arthu

Schoenstadt and James Donahue,

h')

BOXOFFICE :

: December

20, 1965


\l\ THE SPUT-APEKTURE TEST — THE MOST CRITICAL COMPARISON TEST OF PROJECTOR PERFORMANCE.

Here you see the reproduction of a split aperture test

between CENTURY projectors and ordinary projectors.

The CENTURY half of the screen proves CENTURY'S

superiority—it's alive and it sparkles.

The other half of the screen (an ordinary projector)

is dull and uninteresting. Make this test in

your own theatre and be convinced—change to

CENTURY projectors for bigger box office returns.

CENTURY projectors were the choice for

Cinerama, the new spectacular "3 dimensional"

motion pictures. You have much to gain by using

CENTURY Projection and Sound.

See your CENTURY dealer for a demonstration.

^Sen^

CENTURY PROJECTOR CORPORATION, new YORK, N Y.

SOLD BY

lilt-

An-Gar Company

Shreve Theatre Supply Co.

2831-33 North Clark Sf.

Chicago 14,

Illinois

McCorty Theatre Supply Co.

3330 Olire St.

St. Louis 3, Missouri

217 West I8th St.

Kansoj City 8, Mo.

I lOXOFFICE December 20, 1952

61


. . Frank

. . The

. . Gerald

. . John

; W

:, He

i

ST.

HH

LOUIS

tJall Walsh, manager of the Warner Bros,

praiiie district that comprises the Kansas

City. Des Moines.

Omaha and St. Louis

territories, will be honored

with a special

. . .

drive January 11-17.

Walsh will be celebrating

his 27th year with

the Warner Bros, organization

during the

period which will be

called the District

Manager Hall Walsh

drive. His many exhibitor

friends can say

Hall Walsh it "with dates"

Herman Ferguson of Maiden, Mo., has recovered

from .';erious injuries sustained in an

automobile accident several weeks ago to the

point where it was possible to move him in

an ambulance from the Campbell clinic in

Memphis, Tenn., to Maiden. It will still be

Fome weeks before his recovery is complete.

Frank Plumlee of the Edwards & Plumlee

circuit, Farmington, attended the funeral of

his grandmother, who died at her home in

Kansas at the age of 99 years . . Services for

.

Charles F. Kalbfell, brother of Arthur Kalbfell,

owner of the Pauline Theatre, were conducted

in the Immanuel Evangelical & Reformed

church, Ferguson, Mo., Monday (15).

Interment was in Memorial cemetery. In addition

to his brother he is survived by his

wife Evalyn and daughter Anita.

Exhibitors here this week included Keith

Coleman, Mount Carmel; Ed Clark. Metropolis;

Bernie Palmer, Columbia Amusement

Co. Paducah; Pete Medley, Sikeston; Bill

Waring jr., Cobden; Bernard Temborius,

Breese; Bob Ellery, manager. Gem City Drivein,

Quincy; Mr. and Mrs. Norman Paul, Carlinville;

A. B. Jefferis, Piedmont; Harry Miller;

Harry Blount, Potosi, and Ralph Adams,

Fox Midwest circuit, Kansas City.

Harry Haas, Paramount manager, departs

December 18 for Los Angeles to spend the

Christmas holidays with his relatives in that

CHAIRS REBUILT IN

YOUR THEATRE

By Experts in Their Field

Write for Quotations

Chicago Used Chair Mart

829 So. State St. Chicago 5

EVERYTHING FOR THE THEATRE

St. Louis Theatre Supply Company

Arch Hosior

3310 Olive SIrool, Si. Louis 3. Mo.

Telephone JEfferson 7974

PROGRAMS

Coveriiij ONE or TWO WEEKS!

ONE DAY SERVICE — On Request

THEATRICAL ADVERTISING CO.

J"" "I? *VE. DETROIT, 1. MICH.

V/RITt FOR SAMPLES! WO. 1.2158

area, Mrs. Haas left here on December 10.

Harry plans to be back on the job January

2 ... A number of local exchanges have made

arrangements for the customary Christmas

parties between now and Christmas day. The

present day parties are family affairs. The

old-fashioned openhouse arrangements passed

out because of abuse by the guests.

John Allen of Dallas, Tex., southwest district

manager for MGM, was in. C. D. Hill,

manager, Columbia, and F. J. Lee, manager.

United Artists, were in the territory . . .

Charley Mound. Valley Park, Mo., has made

a nice recovery following a recent operation

at DePaul hospital and is scheduled to return

home . . . State Senator Edward V. Long of

Clarkville, who heads the company that operates

the Trojan Theatre, Troy, in the interests

of party harmony withdrew from the

race for president pro tem of the 1953 Missouri

senate.

Andrew D. Cella, 79, vice-president of the

Southern Real Estate & Financial Co., holding

firm for the American, Orpheum and

Shubert theatres and other real estate, died

at St. Mary's hospital where he underwent a

stomach operation last month . and

Wesley Bloomer of the Bloomer Amusement

Co., Belleville, are vacationing in Florida as

their brother Tom Bloomer holds the fort.

Senn Lawler Is Named

By Kansas City Ass'n

KANSAS CITY—New officers for the Motion

Picture Ass'n of Greater Kansas City

were elected Friday (12) at the Muehlebach

hotel by the board of directors. Plans and

ideas for next year's activities were discussed.

Elected were Senn Lawler, Fox Midwest,

president; Jim Lewis, RKO, and Stanley Durwood,

Durwood Theatres, vice-presidents;

William Gaddoni, MGM, secretary, and Ed

Hartman, Motion Picture Booking Agency,

treasurer.

Attending the meeting were E. C. Rhoden,

president of Fox Midwest; Finton H. Jones,

theatre insurance man; C. A. Schultz, Consolidated

Agencies; George Baker, George

Baker Enterprises; Joe Neger, 20th-Fox manager;

Howard Burkhardt, managing director

of the Midland Theatre; Woody Sherrill,

MGM salesman; Robert Withers, RepubUc

manager; Arthur Cole, industry representative,

and the new officers.

Patients' minds are kept alert through the teaching

of useful arts in rehabilitation plan at WILL

ROGERS MEMORIAL HOSPITAL.

I

Season's Greetings

CLASA-MOHME. Inc.

J. W. Bauer, District Mgr.

Distributors of Mexican Films

1219 So. Wabash Ave.

Phone W Abash 2-6186

CHICAGO 5,

ILLINOIS

I

|

|

|

CHICAGO

Critannlca Films gave Wilmette

firemen anfl

assist on the St. Augustine church blaze, n

Fire broke out as Pi-oducer Bob Longini was«

filming an educational sequence near thel|

church . . . Scenes are now being filmed iT

here by Johnny Auer for his Republic production

about Chicago, "The City Neverl

Sleeps." Fully 75 per cent of the film is J

being made here. The entire story of "Theil

City Never Sleeps" takes place at night.

. .

The Oriental has booked "Hans Christian,)

Andersen," starring Danny Kaye, for a Peb-j

ruary 12 premiere . Jack Kirsch, president!

of Allied Theatres of Illinois, has announcedl

the 1952 annual yule party for trade and!

press to be held in the Allied room on Film-.f

row Wednesday 124 1, starting at 12:30 p. m.i

. . . Walter Gould, executive vice-presidenti

of International United Productions, new!

film distributing company, was a visitor onl

Filmrow . B&K Chicago Theattel

will be transformed into a winter wonder-l

land, starting December 26, when an ice showj

starring June Arnold takes over on the stage

for two weeks.

The World Playhouse will have the American

premiere of the Swedish film, "One Sum-i

mer of Happiness." Times Film Corp. ImH

portation, on Christmas day. Chuck Teiti

will handle the film booking in this territor;

for Teitel Films . . . Chicago exchange em-(

ployes union was to stage its annual Christ-^

mas party at the White Manor club Decern-!

The Rialto Theatre, Chicago'^

ber 20 . . .

Loop, has discontinued stage shows unti

Christmas day. They are now playing a tw

bill, "Street Corner" and "A Modern Mar-^

riage."

Anthony Leiber, 77, retired theatreman

hero of the Iroquois Theatre fire, is di

. . . J. R. Grainger, Republic executive vice'

president and general sales manager,

his wife who were here for Chicago film conferences

left for the west coast . . . Jol

Davidson, theatre attorney, has retired froi

the Thomas McConnell law office. He han^

died several antitrust theatre suits here . .

Curly Clyde, well-known concession magnati

from Pueblo, Colo., was in town.

Members of Variety Club and womeni

auxiliary are sending many gifts, toys an(

candy to the kiddies at La Rabida Jact

son Park sanitai-ium . . . Harry Hessell

retired vice-president of Argus Theatri

Ticket Co.. died . Fenistein, sale

manager of Schutter Candy Co. who handlei'

theatre concessions for many years, has re^

tired after 20 years and will make his homi

0yT-

(.[(m»f?'

LwrsW

* Ma

gicrall

e tomes"

n| and ad

saileil 1

and

;. M. B. I

in Miami . Hatoff, president o

the Scrap Corp. of America, and Jacl

Kirsch, president of Allied of Illinois, havi

been elected directors of the Peoples Niitiona

3 Jl i-p

bank of Chicago . . . Dick Condon and Leoi

St:

Brandt, RKO publicity and exploitatlol

I,,,

heads, still are in town making plans fo

world premiere of "Peter Pan," which bows lijBn.| pi

at B&K State-Lake February 5. M '^u

CANDY - POPCORN - SEASONING

For THEATRES and DRIVE-INS

—Send for Price List—

Freight Prepaid on $75.00 or More

KAYLINE CANDY CO.

1220 S. Michigan Chicago 5, Ml.

onar

[Ijiiora

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bment a

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Bill Mrs. W.

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BOXOFFICE December 20, 195


lO [Malco and Instates

;ttp

i...-

betas;

;t;

Filmte;

I BIRMINGHAM

ly. Chiitili

! in tliis s-

50 escliac;-

ti aniiual C:.

mor club I>;

totie, Gii

age stoiti

jwplayiisi::

"A Moder:.

i totreK

lire fire, -

lie execttiv'

,ei WWaicagolt

coast , .

.liasretW:

t office. H! J

tie suits te

a town.

In Memphis Confabs

MEMFMIIS Two events here this week drew

many Iheutre owners and manaKers from the

trade territory. Thursday (15i, Trlslatcs Thelatre

Owners held an all-day school (or exhibitors

and manaKers at Hotel Gayaso, und

Wednesday. Malco held Its annual year-end

pneetlng for all or It-s managers In this terrl-

|tory.

Instructions on how to run a theatre. In-

Ing concessions, equipment, theatre maniment

ond advertising featured the school

ch started at 9:30 a. m. and continued

day. M. B. Smith. J. D. Braunagel. Her-

Levy and Leon Roundtree .served a.s

itructors.

All Malco managers from the entire chain

ttended the school sessions T\iesday and then

eld their own managers meeting the next

*y at the Gayaso. Malco managers brought

lelr wives along w'ith them and there was

entertainment as well as buslne.ss planned

or them by local company officials.

Pokes Time Off From Army

For Personal Appearance

— Jim Fiiusher. Hollywood

ictor who entered the service a year and a

lalf ago. got back into the theatrical world

jrlefly when he obtained leave from Camp

Rucker to make a personal appearance at

'he Ritz Theatre. Dothan. during the ninth

tnnual peanut festival there. The picture

as "Gene Autry and the Mounties," in which

brasher played.

it

the Martin-Davis circuit.

It was booked by Rufus Davis

Prasher appeared in the Saturday climax

larade and then signed autographs at the

.heatre. The audience was large and reports

ire that the picture made money. He is a

rlend of Mrs. W. G. Brackin. owner-manager

)t three theatres in Ozark, Ala. He expects

lis discharge from the army in April and

^111 then return to Hollywood.

Esl^noxville Firm Named

o Handle Air Coolers

'ilicliicl

:noxville Technical society, has been identiled

with construction and engineering sales

Ctivity in this area since the war. Bradley

(eliit-

KNOXVILLE. TENN. — The Mechanical

pment Co. here has been named manu-

.urer's representative for eastern Teneasee

by the U.S. Air Conditioning Corp.

lechanical Equipment, which will handle

sAIRco's air conditioning, heating and ven-

Uating line, was formed recently by Joe T.

(alley in association with Walter Bradley.

Bailey, a member of the ASME and the

le

for 30 years co-owner and manager of

Nelson Iron Works here.

Covel Clutts Is Named

DARDANELLE, ARK. — Koval Clutts has

een named manager of the Joy Theatre

ere. He replaces Donald Parker, who manged

the house for the past 20 months. Clutts

ad been assistant manager of the Ritz in

tussellville and has also served as relief

elmsman of the Joy and other Malco thea-

:es. Charles Spillers was named to replace

ilutts.

A. B. Padgett and Crew Take Over

At Helm of Atlanta Variety Club

If M

flffj

.\. B. Padgett, new chief barker of Tent 21. poses with HLi crew. S«at«d, left to

right: O. C. Lanun. Padgett, and Marc Berre. Standing: R. J. Bamen. John W.

Harrell, R. B. Wilbv, Emorv .Austin and Leonard .\llrn.

ATLANTA—More than 200 attended the

Variety Club installation dinner and dance

in the clubrooms recently. It was the largest

crowd ever to attend a Tent 25 in.stallatlon.

John H. Fulton, retiring chief barker, gave

the welcoming speech. The ringmaster. Emory

M. Austin, then took over: the Sonny Thorpe

orchestra played "The Star Spangled Banner,"

after which Maj. Joseph Kirkman of

the Salvation Army gave the invocation.

A. B. Padgett was installed as chief barker.

Austin then introduced the beautiful and

athletic Joan McKellen. who appears with

Esther Williams in MGM's "Million Dollar

Mermaid." Austin then cited Heston and

George Vance of the Atlanta Businessmen's

club for their fine cooperation with the Variety

Club's charitable work. Mr. and Mrs.

Jack Sharpless of the cerebral palsy school

also came in for their share of praise. Mills

B. Lane, president of Citizens and Southern

National bank, and wife were next introduced.

Austin said Lane was responsible for the

founding of the Rehabilitation Center several

years ago when he offered to loan the Variety

Club $25,000 to help start the palsy school.

Austin said every cent had been paid back.

Mrs. Lane is chairman of the board of trustees

of the school.

In response, Mrs. Lane related the palsy

school had 19 staff members and that 60

children now are being treated there. She

said Dr. Samuel Wasick of University of

Pittsburgh wsis being brought here to study

the needs, and means and ways, for helping

the handicapped children. Sponsorship of the

Variety Club made the palsy project possible,

she said.

Major Kinkman told of coming to Atlanta

in 1943, and of not knowing what sort of

reception he would get, or what the town was

like. Kirkman is head of Variety': playground

center for boys on Bankhead highway.

He prai.sed Variety members for their

wonderful cooperation in helping the needy

yw

The out^oinK chief barker .>nd wifr

pose with the new chief and wife. At left

are Mr. and Mrs. .X. B. Padgett, new chief,

and Mr. and Mrs. John Fulton, the retiring

chief.

children and adults in the city.

Chief Barker Fulton reported that on Jan.

1. 1951. when he took over, the Variety Club

had 390 members and now the enrollment was

445. an increase of 55 members. He recalled

Tent 21 was organized in 1939 with U members

and since then had spent about S900.000

on charitable work. Fulton related how he

and Fred "Rebel" Coleman obtained the support

of the president of Atlanta new.'^papers

in the Old Newsboys day drive for the palsy

school.

Austin explained the club could not decide

on what kind of gift to give Fulton, saying:

"He did not need anything to eat. look at

him; he didn't need anything to wear, he

dressed too elegantly: therefore, since his

wife had to put up with him more than

anyone else, the gift would be for her." Two

large gift wrapped tioxes were brought in

and presented to Mrs. Fulton. Her face wore

a surprised expression, and John Fulton

beamed. Then she was asked to open them

(Continued on next page)

OXOFFICE :: December 20, 1952

SE

67


i

SCALES

We hare just been able to produce

e >etter scale and reduce the

price, loo. Now It's where It

shuuld be and if a scale like th\s

jl $89.95 will not m&ke money,

then you don't waat scales. Look

.'It this deal on 1 or 100 scales.

Prices

Reduced!

Cut To Only

$8995

Down Poymenf $14.95

Balance only

J PER

MONTH

Or if you prefer to

send cash with your

order, you may deduct

5 per cent or $4.50 from the list price, making the

45 Scale crated

CASH PRICE ONLY '85 weighs 100 lbs.

All prices f.o.b. Soperton and we will

ship to you either express or freight

On s;iles In Ueorgiu and South Carolina. It

h ru'cessary to ;idd Sales Tax lo scale prices

Get in touch with us for a Scole Deal

SPARKS SPECIALTY COMPANY

PHONE 33

SOPERTON, GEORGIA

ma f^'f**^f

»i.^«>ter '"" -

Colonial Films Moves

To New Atlanta Office

ATLANTA—Colonial Films has moved to

new and larger quarters at 71 Walton St. N.W.

here. The company was first organized in

1947 under the ownership of Taylor E.

Hoynes. Hoynes has been in the nontheatrical

film business for the last 13 years and his

past experience includes several years as vicepresident

of Stevens Pictures and division

manager of the Distributor's Group.

The company now specializes in industrial

training films, film-strip production and covers

eight states as sales representative in the

television field. The company now is making

plans to handle the physical distribution of

television films.

The officers of this organization are general

sales manager, O. D. Kai'ter; head of

film strip production, Ray V. Neal, and John

W. Barry, in charge of television sales.

Remodeling at Lyric Theatre

HARRISON, ARK.—The Lyric Theatre

here is being remodeled. An elaborate lounge

and restrooms are being installed on the

second floor, and a new jade green glass

front trimmed with plated aluminum, and

four glass doors are part of the project. The

Lyric is one of the Commonwealth theatres.

Sell Lyric Theatre Building

FORT LAUDERDALE, FLA.—The Alsobrock

family has sold the Lyric Theatre

building, a Wall Street landmark, to the Fort

Lauderdale Wall Street Corp. at a reported

price of $51,500.

-

I

TiiH IN OH .Cf eUSAM!

Sells Ice Cream

Sandwiches or

Bars-on-Sticks in

Amazingly Increased

Volume — you Gross

up to 5< Each

.'

Even imall neighborhood houses average

300 lolet per weekl It's easy becoute:

• NO EXTRA HELP NEEDED-no odded

packoging costs — onyone can load.

• BUIIT IN COIN CHANGER eliminotes

chongo-moking, booifi io(ei 25%.

• FITS ALMOST ANYWHERE - floor

ipoco only 77Va" k 36 '/, "-lighted for

operotion in dofk oreos.

Diitribuled In the Soulheail by:

WIL-KINThealreSupply,lnc.

no Wollon SI., N. W., Allonio, Go.

329 South Church St., Chorlotla, N. C.

AYLAS

COlJilAC

VENDOR

• AUTOMATIC -NO LEVERS - eosy for

children to operate.

• AMPLE CAPACITY-98 items in vending,

too in storage.

• TEMPERATURE CONTROL keeps ice

cream just right for eoting.

• DEPENDABLE E REFRIGERATION

UNIT slides out for easy servicing,

• BEAUTIFUL, RUGGED CONSTRUCTION

— guoronteed for a full yeor.

ATLAS TOOL & MFG. CO.

5147 Natural Bridge Blvd. • St. Louis IS, Mo.

New Variely Officers

Take Over in Atlanta

(Continued from preceding page)

up. One by one, each piece was careftill

unwrapped, and there amid the ohs! and ahs

was a glittering silver service set with ;

handsome, large tray.

After the presentation, ringmaster Austl

gave the highlights of the chief barkers c

the past. The first chief barker was Williar

K. Jenkins, followed by Harry Ballance i

1942-43, Jack Dumestri in 1944-45, the lat

Paul Wilson in 1945, Charles Durmeyer i

1947, E. E. Whitaker in 1948, Fred Colema

in 1949, Guy Brown in 1950 and then bac

to Fulton in 1951-52. A. B. Padgett is th

chief barker for 1953-54.

Marc J. Wolf, Variety International chie

barker, installed the new officers and gav

the oath to five new members. Wolf praise

the work the club has been doing for th

palsy school.

The new officers are Chief Barker Pad

gett; Harold T. Spears, first assistant; Leor

ard Allen, second assistant; Willis J. Davi

property master; Marc Berre, doughguy, an

these directors—Emory M. Austin, R. 1

Wilby, R. J. Barnes, T. H. Eubanks, O. (

Lam and John W. Harrell.

500 See Lees Telecast I

ATLANTA—Some 500 persons attended tl"

James Lee & Sons carpet company cor

vention at the Paramount Theatre here t

see the convention happenings in New Yoi

via the big-screen television. This was tl:

first closed circuit TV line program to I

projected on a theatre screen here. Invitt

guests helped swell the crowd, which ii

eluded sales personnel and company rej

resentatives.

Open Scenic Outdoorer

LITTLE ROCK—The Scenic Drive-I

located at 3400 Conway Pike, was opene'

December 5 by Raymond Fischer and Re

Cochran, operators of the Juroy Theatre ;

North Little Rock, and the Main Theat

here. Cochran said. "This is the only airi

in the United States with balconies," e.xplaii

ing that thousands of tons of earth we:

scooped out of a hillside to provide tl!

"balconies."

Black Gold Theatres Incorporate

CUT OFF, LA.—Black Gold Tlieatre.s. In.

has been granted dissolution of its chart,

of incorporation, the office of the secretary

state at Baton Rouge announced.

Theatre Operator Is Murdered

HELENA, ARK.—Bishop B. Mellwood, 0]

erator of a theatre here, was shot to dea

in front of a Helena cafe.

i

f

'ii

f

e

TRI-STATE THEATRE SUPPLY CO

320 S. 2nd St.

Memphis, Tennessee

PRODUCE A BETTER LIGHT

IN ANY SIZE THEATRE OR

DRIVE-IN . . . MORE ECONOMICALLY!

CARBONS, INC. • BOONTON, N. J.

.A!;»r

BOXOFFICE December 20, 18

'I'll,,


\fi THE SPUr-APERTURE TEST —THE MOST CRITICAL COMPARISON TEST OF PROJECTOR PERFORMANCE.

Here you see the reproduction of o split aperture test

between CENTURY projectors and ordinary projectors.

The CENTURY half of the screen proves CENTURY'S

superiority— it's olive and it sparkles.

The other half of the screen (on ordinory projector)

is dull and uninteresting. Make this test in

your own theatre and be convinced—change to

CENTURY projectors for bigger box office returns.

CENTURY projectors were the choice for

Cinerama, the new spectacular "3 dimensional"

motion pictures. You have much to gain by using

CENTURY Projection and Sound.

See your CENTURY dealer for a demonstration.

%edii^ CENTURY PROJECTOR CORPORATION, new york. n y.

SOLD BY

HORNSTEIN,

712 N. E. First Are.

Miami 36, Florida

INCORPORATED

ALON BOYD THEATRE EQUIPMENT CO

p. 0. Box 362

Shreveport,

Louisiana

CAPITAL CITY SUPPLY CO.

161 Walton Street, N. W.

Atlanta, Georgia

STANDARD THEATRE SUPPLY CO.

215 E. Washington St.

Greensboro, North Carolina

219 South Church St.

Charlotte, North Carolina

QUEEN FEATURE SERVICE, INC.

1912'j Morns A»e.

Birmingham 3, Alobama

TRI-STATE THEATRE SUPPLY

318 South Second St.

Memphis 3, Tennessee

BOXOFTICE :: December 20. 1952 69


. . MGM

. . Ken

.

i: Seasons Greetings g —

i

ll^

KAY FILM EXCHANGES

^ATLANTA Sf9 MEMPHIs|

^CHARLOTTE

g

felQMB' NEW ORLEANSi^

ABC

THEATRICAL ENTERPRISES

ATLANTA

JACKSONVILLE

Phone ALPine 7887 Phone 5-9227

P. 0. Box 1345 P.O. Box 88

BUYING

BOOKING

AGENTS

K. J. (Hap) Bornes