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Boxoffice-January.03.1953

WILMINGTON. : January

WILMINGTON. : January Seasonal Motif Dominates Theatre Art Displays The typical holiday atmosphere is reflected in both interior and exterior displays at Loews Theatre in Rochester. N. Y. Manager Lester Pollock took extra pains to see that patrons and the perambulating public might catch a share of the Christmas spirit so artfully manifest in the pictures above. At left, tinseled garlands and bright colored ornaments serve as background for the attractive Christmas trees behind the candy bar. Streamers of colored electric bulbs, topped by a huge Star of Bethlehem, contributes a simple but effective theme to the facade of the building. At right, one of Pollock's lobby displays extends greetings to patrons and offers coming attractions as holiday packages beneath the three-dimensional, illuminated tree, which was the center of attraction in the spacious lobby of the theatre. Neighborhood Theatre Home Aid Books as Public Service Continuing a policy begun several month.s ago. Hugh Borland, manager of the Louis Theatre, Chicago, offer.s a unique public service to patron.s through distribution of pamphlets furnished by private and commercial organizations. Borland obtained several thousand booklets from the National Board of Fire Underwriters titled "Keep Your Christmas Merry." The tiny manual contains important information on how to select "safe toys" and how to WIRE GIN'AWINNER! WRITE PHONE ^i&as^ The Pix For You In '52' MmtOfits: HALLMARK BLDG , OHIO Sr,^ OUttu • [VltLr HILLS • CHICAGO • CLIVCLAND . TOKONTO MiXICO CITY • AUCKLAND • STDNET . SINGAPOM HONGKONG • CALCUTTA • KADACHI . CAIItO • ATHENS ROME • PAriS • LONDON • AMSTERDAM • STOCKHOLM Distributes avoid careless handling of trees and gift wrappings. Rules are also given in the booklet on how to minimize the danger from fire. Every patron at the Louis received one of the books gratis, with an overimprint crediting the theatre management. An attractive booklet imprinted in full color, "Gift Wrapping Magic," was offered to every patron who attended a mid-month program. Borland promoted the booklets from Tie-Tie Products Co. With 157 color illustrations and full information on how to wrap Christmas gifts, these booklets were in great demand and helped to increase patronage as women came to claim a copy. Borland advertised the giveaway well in advance. The Poultry and Egg National Board provided Borland with several thousand copies of a four-page handout. "How to Carve Chicken and Turkey." These also made a welcome addition to the housewive's literature on domestic aids. From Rust Craft, greeting card manufacturers, "Calendar of Memory" booklets were promoted as a giveaway and Norcross provided the Blue Book, a calendar of important dates for distribution. Another effective gift giveaway was obtained from the John Hancock Mutual Life Insurance Co. This was a book of Christmas carols with an attractive cover illustration that was given to every child who attended the theatre Christmas party. A letter to his local repre.sentative brought the theatreman 1,000 of the books. Borland believes that in addition to rendering a useful public service by distributing these handbooks for use in homes, he is building a steady clientele of regular patrons who appreciate these extra considerations. National Guard Week Hails 'Thunderbirds' Lou Hart, Schine district manager in Watertown. N. Y., tied up with the National Guard on "Thunderbirds ' for a Salute National Guard week. The tieup involved a display of equipment in the Avon Theatre with guardsmen unit on hand to an.swer questions for theatre patrons. On opening night of the picture, a number of guardsmen received promotions in the ranks during a colorful stage ceremony presided over by the mayor. The local paper ran a series of articles on the National Guard with daily mention of the picture and playdates. Every member of the National Guard in the area received a notice. High School Bands Play Sousa Music in Lobby Sam Greisman, manager of the Embassy Theatre, Fort Wayne, Ind., arranged a tieup for "Stars and Stripes Forever" that brought five mas.sed bands repre.senting local high schools to the theatre, and photographers from all newspapers. The members of the bands stayed on to see a preview of the picture after playing Sousa marches in the lobby. Exhibits Model Flat Top William Saxton, manager of the Four-Star Theatre in Los Angeles, borrowed a 45-foot model aircraft carrier from the navy to ballyhoo "Plat Top." Brought up from San Diego, the model ship was placed in the theatre lobby a week before opening. NEW - NEW - NEW DIT-MCO D( LUXE AISLI IKSHT l.lltt Lighting ol Rlilit—HmuIii in F«w«' Rccidmlt DRIVE-IN THEATRE MFG. CO.^K'.rir.' It.V'Mr 30 — 6 — BOXOFFICE Showmandiser : 3, 1953

NY Film Critics Name 'Noon' Year's Best NEW YORK — Stanley Kramers "High Noon." which was on all of the New York newspapers' "best ten" lists, was also chosen the best picture of 1952 by the New York Film Critics at the 18th annual meeting of the organization December 30. Fred Zinnemann director of the United Artists release, was voted best director for 1952. SHIRLEY BOOTH BEST ACTRESS Shirley Booth was named best actress of the year for her performance in Paramount's "Come Back. Little Sheba," her screen debut. Miss Booth won 12 of the 15 votes on the first ballot, the other three going to Katherine Hepburn in "The African Queen." Sir Ralph Richardson won out over eight other candidates for best actor of the year for his portrayal in "Breaking the Sound Barrier," a British-made picture distributed in the U.S. by United Artists. Some of the other best actor candidates in the five ballots taken were Charles Chaplin for "Limelight." Alec Guinness for "The F>romoter" and "The Man in the White Suit." Gary Cooper for "High Noon," Barry Fitzgerald for "The Quiet Man." Millard Mitchell for "My Six Convicts" and Marlon Brando for "Viva Zapata." The voting on the best picture went to the full six ballots, with other pictures in the running being "The African Queen" (UA>. "Come Back, Little Sheba" (Para), "Breaking the Sound Barrier" (UA) and "The Greatest Show on Earth" (Para). United Artists led the field in the number of awards with best picture, best director and best male performance. 'FORBIDDEN GAMES' BEST FOREIGN "Forbidden Games," a French language picture by Robert Dorfman and directed by Rene Clement, distributed in the U.S. by Times Film Corp., was chosen best foreign language picture of the year. It was the first French film to win the award since "The Baker's Wife," which won the prize in 1940. "The White Line," distributed by I.F.E., and "Two Cents Worth of Hope," also a Times Film release, both Italian films, were also named in the ballots. Italian pictures have been winning the Film Critics' awards for the past 11 years. The reviewers who took part in the voting were: Jane Corby of the Brooklyn Eagle, Otis Guernsey and Joseph Pihodna, Herald Ti-ibune; Rose Pelswick, Journal- American; Frank Quinn, the Mh-ror; Kate Cameron, Dorothy Masters and Wanda Hale, the News; Archer Winsten and Irene Thii-er. the Post; Bosley Crowther. Abe Weiler and Howard Thompson, the Times; Alton Cook. World Telegram and Sun. and Leo Mishkin. the Morning Telegraph. Mishkin was chairman of the meeting. Formal presentation of metal plaques in the form of newspaper matrixes will be made some time in January. Skouras Theatres to Show Stage Play in 6 Houses NEW YORK—Skouras Theatres will begin experimenting with presentations of stage shows in six of its theatres when "Pj'gmalion" opens at the Cove Theatre, Glen Cove. L. I. Presen.ations will follow on successive days at the Boulevard. Jackson Heights; Plaza. Englewood, N. J.; Park Plaza, the Bronx; Lafayette. Suffern, N. Y.. and Capitol, Port Chester. N. Y. Regular film show prices will be charged. The Shaw play will be staged by Eddie Dowling and will present the Dublin Players. Warner Theatres is continuing to book occasional stage shows into some of its theatres that have stages. Leonard Altobell, New Haven manager, has signed contracts with Jack Kirkland and Erskine Caldwell for a presentation of "Tobacco Road" January 23 in Torrington, Conn. Other bookings are in pro pect. Appeals Judges to View 'La Ronde' on Wednesday ALBANY— "La Ronde" will be screened before seven court of appeals judges in the courtroom here the morning of January 7. Arguments then will be made by Florence Perlow Shientag. counsel for Commercial Pictures. U.S. distributor of the French-made film, in support of her appeal of the 3-2 decision of the appellate division that the New York Board of Regents had the authority to bar the picture because it is "immoral and would tend to corrupt morals." Dr. Charles A. Brind jr. will represent the Regents in support of the decision. The screening originally was scheduled at the Strand Theatre here. Brind in a brief described the theme of "La Ronde" as "prostitution, seduction and adultery—ten separate scenes, nothing else." The case is expected eventually to reach the Supreme Court. Sees Three-Dimension In Drive-Ins This Year ALBANY—Drive-ins will get tliree-dimension pictures in 1953, Harry Lamont, head of a circuit of eight outdoor theatres, predicted, adding that the peak of drive-in operation has not yet been reached. Lamont foresaw the release of three three-dimension pictures not only to indoor houses but also to drivem during the year. He believes that the development of threedimension pictures will be as beneficial to the motion picture industry as the advent of sound. "Look at the terrific business being done with "Bwana Devil." he remarked. He foresaw no special technical problems that drive-ins will face with the introduction of three-dimension; polaroid gla.sses. for example. Hii forecast for a prosperous 1953 was not qualified by television, explaining that the impact of TV already is waning in areas where it has been introduced "When television first came to Greenville, a Catskill mountain town in a fringe area, its effect on the boxoffice was noticeable," he said. "Every year since, however, the effect has lessened. I think this is true generally. "This country will have many more drivein. , particularly in areas presently untapped." James Roth Passes Away NEW YORK—James Roth, RKO Theatres operating department executive, died Sunday (28) at the Nassau hospital, Mineola. A solemn requiem mass was celebrated at St. Aloyisius church. Great Neck, Wednesday at 10 a. m. Roth had been with RKO Theatres since 1929. He is survived by his wife Florence and two children. William, 10, and Joann, 6. Century Takes Back Two NEW YORK—Century Theatres has resumed operation of the Plaza, Corona, and the Prospect, Flushing, both of which the circuit owns, but which had been operated by Loew's. The houses were closed in November and have now been reopened by Century. PARAMOUNT VETERAN IS HONORED—William Piper (far right), Paramount International's assistant secretary, one of 32 Paramount executives and employes inducted recently into the Paramount 25-Year club at home office ceremonies, receives from Adolph Zukor, board chairman, gifts commemorating the occasion. George AVeltner. Paramount International president, and Barney Balaban, Paramount Pictures president, witness the presentation. BOXOFFICE :: January 3, 1953 N 31