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Boxoffice-December.20.1952

J I da Silvernaih

J I da Silvernaih Coronet Manager, o uilds Fine Dallas Patronage DALLAS—Mrs. Hulda Silvernail. manager 01 the Coronet, only exclusive art and foreign film theatre in DaUas, has become an integral part of the theatre world in the busy Dallas area. Mrs. Silvernail ha-s found enjoyment in supervising a unique motion picture theatre quite in contrast with her day's work as credit manager for a wholesale photo supply house in downtown Dallas. Her story is unusual in theatrical history. It was only three years ago that she was looking for some diversionary activity during several of her free evenings. She happened to be on the spot as a patron at the Coronet on a night when Alfred N. Sack, founder and managing director of the Coronet, found need for a little extra help during one of the theatre's frequently busy weeks. A casual acceptance of a minor temporary duty turned out for Mrs. SUvernail to be the first rung in her climb toward managership of the now well-known and widely patronized Coronet. Mrs. Silvernail is a born hustler and within six months when some permanent changes at the theatre were made Sack spoke to her about managing the Coronet. "I don't see how I can do that six or seven nights a week," she exclaimed. But Sack wisely had the right answer. "We shall just have to train you to assign many duties to others," he said. "That is one of the main requirements of a manager. You, as manager, will know what needs to be done. You are friendly and courteous, and, I think, capable of handling people. I believe you can do the job." NEED CHAIR SERVICE New choirs installed—all types of repairs. We furnish oil labor ond material. Work done in your theotre. Carpet sewing, laying and repoiring. C. E. Girard 201 South 23rd St., Temple, Texas Phone, Oollos, RI-S009 Phone, Temple, 3-5352 HULDA SILVERNAIL Sack had analyzed Mrs. Silvernail and the situation accurately, and subsequently she has capably handled all normal situations in the house management, and tlii'ough quick thinking, has skilfully maneuvered smooth performances through all emergencies. Such a situation occurred one evening when a sneak preview proved to be considerably shorter than the time allotted to it. Not wanting to disappoint patrons who expected the second show at 10 p. m., as advertised, and not at 9;30, Mrs. Silvernail hurriedly looked around the projection booth and saw a two-reel featurette which had been delivered just that day for private screening. No one on the Coronet staff had seen or even heard of the short before, but Mrs. Silvernail took a chance, risking reprimand by owner and patrons ahke, by pub- licly showing a subject which had not bei screened in advance (everything the Coron shows is carefully analyzed before schei uling) and ordered the short on the scret to fill in the gap. Luckily, the featurette Wi a winner and the day was saved. Mrs. Silvernail's personality has helpe make a reality of the theatre's boast: "] Dallas nearly everyone goes to the Coronet She enjoys meeting the regular patrons the theatre who come from many of the fine ^t ; families in Dallas, and many nearby towr|l(| even as far away as Fort Worth. Being e art theatre and playing new and outstandii attractions only, the Coronet is patronize j freely and regularly by students of Soutl JinCENT ern Methodist university, Hockaday Schoi iQ'JillllV for Girls, and many other outstanding Dall institutions. Hulda Silvernail has actively participate with Sack and Sarah Lee Cabell. Coronet ai director, in promoting the patrons' ir.tereji in the regular art exhibits on display in U; lobby of the theatre. She is also personal responsible for the attractive floral arrangj ments always in evidence in the Coronet office, lobby and restrooms. A streamlined promotional plan is used keep patrons advised of current offer: many of which are revivals especially ri quested from surveys conducted regularly, large mailing list has been built up t those attending the theatre and attractt cards and news announcements are mi out regularly. The Coronews, a weekly iii formative house organ, is in constant dii mand. Relations with the press, two li dailies and local suburban papers, are cordial as reflected by the large amount coverage given the various activities of Qj Coronet. Mrs. Silvernail is a member of the Star Council of Credit Women, and tl| theatre is made available to this organizaU( one night a year for fund-raising purpos in connection with their charity work. Mai other civic organizations frequently use tl Coronet for benefit performances and privi - programs. Like her patrons, Hulda Silvernail belie' it is a healthy educational experience ail pleasure to see a good foreign picture or % more discriminating American pictures Sition al ii Ik !M, intl' riy ami id lius i Sejffloui Mtifitate ,cliitll)atl loom lie isareii ill nrldly Ktificate TR tOllgll-l samiaile teait; of ct ;i!le cMd jMtersol niiidi ai : iBspirei 'llWtic il] Jltleentei liTneyoel (Bin 3 manitol ! il tlieir I M tlei liDjat Ella ii BOB WABNER Says // you knew MANL£Y products as I do, you'd be as excited as I am! J/ ^y PLAY SAFE... NEXT TINE I/5E ^

I ?i I n on ti: %1* '»!' nesii: %th, J, f and Of; set is K Hochday i mtoiiii;;;, % para *11,C«:;T nm - oa dispL; i! also pi: ive floral' ttheCoKf Minnesota IS actiritiei h ibarity lort 1 freqientlj ai| mantes mil i nal :• Silveinail pijatats expenrteifii pit*'' - iritan pitiE i tli«St«* wiity ,1 utiol - CABl! (««•"',• 0,0. ;•; •" Pfc:" ' roN.'^ U. Exiols ;Tent 12 Achievement MI NNKAPOLIS- Northwest Viirli-ty TfHt 12 la thf proud posstv^sor ol il frumed ccrllllcutc ' from the University of Minnesota expressliiK jthe Blent Institution's uppreclntlon itnd Kratltude to It for the establishment of the heart hospital on the campus, a philanthropic project which the club conceived iind carried to successful completion by nilshiK more than jtHOO.OOO and pledging a minimum iinnuul colllCCtlon of $25,000. •BtAGNIFICENT' ACHIEVEMENT Ray Quinlivo.J. chairman of the University of Minnesota board of regents, made the presentation at a gala banquet attended by nearly 300. including faculty and, medical fraternity members, state and local dignitaries and prominent citizens from all walks of life who assembled to pay tribute to the ehlb for this achievement for humanity. Qideon Seymour. Minneapolis Star-Tribune ,?xecutive editor and vice-president, described le achievement as "magnificent." The certificate was accepted by Bennle :er. chief barker, with humility and pride, will adorn the clubroom walls. Showmen arc described in the certificate as dealers in make-believe and hard-headed jusiness. worldly men, but dreamers of great Ireams. The certificate points out that these shownen "are tough-minded men with hearts of idness and affection, family men impressed beauty of childhood, whose guiding star a little child shall lead them." " It calls pioneers of humanitarian projects who imise much and w-ho always exceed their imises, inspirers and mobilizers of the pub- I's altruistic impulses, of whom, in the parice of the entertainment world, it truly can said, "They deliver.' In conclusion, there is inscribed on the cericate the university's deep gratitude. "In grateful and humble acknowledgement f their manifold contributions to the well ing of their community and in deepest atitude for their crowning achievement, the fath-breaking and monumental Variety Club leart hospital, the regents of the University •t Minnesota this eighth day of December, 952. pledge to the members of Tent 12 their lUmble and vigilant stewardship." the certifiate low concludes. HEART HOSPITAL OPERATES Col. William McCraw. Variety International spresentative. was toastmaster for a brief rogram of addresses. Dr. Lewis Thomas of !ie heart hospital told how the institution. He only one in the United States devoted enirely to diagnosis and treatment of heart ilments and research in that field, serves le nation, the community and the university. Editor Seymour paid his respects to the :enerosity of showmen and the debt which the 'ommunity owes to them. Piotestant. Catho- Ic and Jewish clergymen occupied places at iie speakers table. Among exhibitors at the affair were Jack '"Brien, Tracy; Harvey Thorp, Crosby; larence Kaake. Duluth; Lowell Smoots, Ittle Falls; Ed Johnson, Deer River, and 'on Buckley of Redwood Falls, Minn., now itired, and his wife. Marlin Skiles will write the music score for Vhite Lightning," Allied Artists production. JXOFFICE :: December 20. 1952 J, R, Frueler Renovates and Opens Old Milwaukee Atlantic Theatre Opening nlKht of the new Milwaukr« ,\tlantir Thratr« found the Prenkr famlljr Kfoup posiHl for the photosraphrr in the theatre lobby. Shown here, left !• rlfhl: Mrs. Edgar K. H.-immelman. d;iui;htrr of theatre owner John K. Kreuier; her huthand Edgar K. Ilammelman: the theatre owner, who also owns the ( enturv at Milwaukee; .Mrs. Loraine h'. Walker, and (liarlotte Itond, Kreuler's KranddaUKhter. MILWAUKEE—John R. Freuler. former Hollywood producer-distributor and long-time showman, has awakened the minds of many a dubious exhibitor with the recent opening of his newly renovated Atlantic Theatre here The opening is his way of showing his faith in the industry and the theatre with resf)eci to the future. The theatre, formerly known as the Mid- City and prior to this as the old White House, down through the years wound up as a house playing outmoded films and drew a lower class of patronage. Located off the main thoroughfare. Wisconsin avenue, and in badly rundown condition, the theatre was the object of plans for complete remodeling after Freuler took over the building. Just as he startled his associates In taking over the same type of building on Upper Third street to create the beautiful new Century Theatre, .so he again accomplished the seemingly impassible with the new Atlantic. When dismantling was completed, nothing but the four walls and roof of the building remained. Freuler started then from scratch by installing new seats from American Chair Co.. drapes from P. H. Albrecht. glass front from Pittsburgh Plate Glass, illuminated posters and frames by Poblocki & Sons, .screening and projection equipment from National Theatre Supply. Urbanik carpeting. Vic Manhardt equipment and terrazzo work by Neidner Tile Co. The project also included silhouette letters by Wagner, Enterprise Art glass mirrors and painting and decorating handled by General Painters & Decorators. Murals decorating the auditorium walls and the refreshment stand were done by Freuler's State Hosts Football Team BLAIR. WIS.—Owner Frank Lesmelster of the State Theatre here, played host recently to the 1952 football team, coaches, cheerleaders and faculty members of Blair High school. The .school's team won five of six games played in its first season NC The elaborate exterior of the oewljr remodeled .\tlantir Theatre in Milwmukev presents an imposint picture. granddaughter Charlotte Bond, who also Is a talented writer, using as many as seven or eight pen names when her material winds up in print. The over-all color scheme of the theatre Is peach, rose and green. Although the detail work was left to the architect, the majority of the new Innovations found in the theatre originated from Ideas submitted by the Freuler family Tax Collections Drop NUNNEAPOLIS—Evidence that MlnnesoU theatre grasses were not so good this November is found in the internal revenue department tax collection figures. Federal admissions tax collections, derived almost entirely from theatres, totaled $308,000. 83