Boxoffice-January.24.1953

Drop to Two Changes
Boosts Business
DETROIT—A switch in policy from three
to two changes a week has resulted in a substantial
increase in business for the Cassidy
circuit at its two principal houses, the Strand
at Alma and the Midland at Midland, according
to Floyd W. Chrysler of Chrysler
Associated Theatres, booker for the circuit.
The new policy has been in effect for over
a year now, and the management is well
satisfied following a comparison of figures.
A major pickup has been noted with big
pictures on Saturdays, which, together with
Tuesdays, are now the opening days. The
former policy was to open on Fridays, Sundays,
and Tue.sdays, but the old Friday-Sunday
change had been a weak link in the operation,
despite the usual spurt of patronage
expected on Saturday.
In contrast, "Million Dollar Mermaid"
opened last week on Saturday (10) to a level
of business for one day that equalled about
half a former average week's business under
the old policy. The inducement of a strong
attraction is evidently bringing people out
to the shows for the weekends, instead of
sitting home to watch television, with the
Saturday opening providing a strong stimulant
to business.
TV and Tri-Dimension
Topics at NTS Session
CLEVELAND—Tlie central district of National
Theatre Supply Co. held a two-day
regional meeting at the Hollenden hotel here
recently, headed by J. W. Servies. vice-president
in charge of sales: William J. Turnbull.
sales promotion manager, and John S. Goshorn
of the theatre seating department. Theatre
TV and third dimensional equipment
were major topics discussed.
NTS personnel present at the meeting were:
Buffalo—V. G. Sandford, manager: G. R.
George: Cincinnati—J. A. Conn, manager:
E. C. Novak, Cleveland—Frank J. Masek, manager;
William C. Stahl, assistant manager;
M. H. Mutchler; Detroit—C. Williamson,
manager; E. F. Duf field; Indianapolis—B. N.
Peterson, manager: J. F. Bommerscheim,
Wilbur Smith; Pittsburgh—N. P. Williams,
manager; H. W. Russell, K. McGuire, P. E.
Baracca.
Representing the manufacturers were: A. E.
Meyer, International Projector Corp.; C. A.
Hahn, J. E. McAuley Mfg. Co.; W. Smart,
Hertner Mfg. Co.: Arthur J. Hatch and H. E.
Brown, Strong Electric Co.; Keith Dickinson,
American Seating Co.; D. W. Moor and Paul
Bennett, American Mat Co.; J. B. McKitterick,
C. M. Cutler and A. Rodgers, General Electric
Co. Each of the company representatives
spoke. District banquet was held Friday
night at Jim's steak house.
D. O. Gregory, L. O. Griffin
Will Construct Drive-In
DETROIT—Plans for a drive-in, as yet unnamed,
to be located on U. S. 31 near Beulah,
Mich., were disclosed here by D. O. Gregory,
owner of the Crystal Theatre at Beulah, and
L. O. Griffin, owner of the Wexford at Manton
and the Saukee at Lake City. The project
is to be operated as a partnership, they
announced during a visit to Detroit to make
booking and equipment arrangements, and
will be scheduled for a spring opening.
Music Hall at Detroit
Contracts Cinerama
Six Members of Family
Run Grove City House
Grove City, Ohio—The six members of
the Girbert family, including 5-year-oId
Jimmy, are on the staff of the Community,
formerly the Grove. The only
theatre in this farm community had been
closed for the last year. It formerly was
operated by Kenneth Hill.
Owner-manager is Melvin Girbert, 38-
year-old general contractor. His wife
Geraldine is assistant manager. Other
Girberts on the staff are Philip, 14;
Phyllis, 13, and Lowell, 11.
Mrs. Sarah Charnas Dies;
Widow of Film Pioneer
CLEVELAND—Funeral services were held
here Wednesday (14 1 for Mrs. Sarah Charnas,
85, widows of Morris Charnas and mother of
Harry Charnas, now of Los Angeles, but who
at one time operated what was claimed to be
the largest independent distributing exchange
in the country. Standard Film Co. of Cleveland.
Other survivors are Nat, who until his
recent retirement owned and operated a chain
of theatres in Toledo, and Philip, who owned
a theatre in Bucyrus, and a daughter Jean.
Her late husband Morris opened one of
America's first motion picture theatres in
Altoona, Pa. Later they moved into Ohio to
operate theatres in Findlay and other towns.
After coming to Cleveland about 30 years
ago, he retired from business. He died in
1945. Running their first theatres was a
family affair. Charnas managed the theatre,
the boys did all of the chores around the
theatre and Mrs. Charnas played the organ
accompaniments to the silent pictures.
Tlieir recipe for success still holds good.
Several Cleveland theatres, notably the
Hough-79th and the Dennison Square, are
family operated. Both are subsequent run
houses which have passed the prime of life.
DETROIT—Cinerama will be installed in
Music Hall starting February 16, following
the working off of prior commitment dates.
Installation of the thi'ee projection booths,
special screen and other equipment will require
about eight weeks, and opening date
has been tentatively set for April 6, the day
after Easter. A true Hollywood style opening
is planned.
The contract was signed here by Paul Marco,
attorney for Mervyn G. Gaskin, president
of Music Hall, and Hugh Hogan, manager of
the property. Gaskin took over the building
known for about 20 years as the Wilson Theatre
about a year ago. It is considered probably
the finest-equipped of local legitimate
houses.
The contract is for a two-year base period,
with a seven-year option, and includes exclusive
rights to Cinerama presentation in
the state of Michigan. A new company, Detroit
Cinerama, Inc., is being formed to operate
the house. The general announcement
was made by Joseph G. Kaufman, director
of exhibition for Cinerama in New York, and
Max Gendel who came here as .spokesman
for the company.
A two-a-day policy will be followed, with
matinee prices at $1.80 and evenings $2.80.
All seats will be reserved. The second balcony
will be closed off, making the capacity
of the house to be about 1.400 seats, depending
upon the special requirements of the installation
on the main floor.
The original presentation will be "This Is
Cinerama," as now being shown in New
York. It is expected that other films, recently
announced for prixiuction, will be
available for a change of program in about
a year. Shows will run seven days a week.
Film Desk Change on Times
DETROIT—Walter Stephenson of the Detroit
Times staff has been named to the
film desk, succeeding Jack Theisen. who is
taking a leave of absence to go with Prince
& Co., producer of industrial house organs.
PLAN 'SINGLNG' PROMOTION—Schine theatre executives conferred recently
with Paramount representatives on the exploitation for the world premiere of "The
Stars Are Singing' at the Russell and Washington theatres, Maysville, Ky., January
28. Pictured above, left to right, are Ben Tureman, Schine city manager, Maysville;
Herb Steinberg, Paramount publicist; Seymour L. Morris, Schine director of publicity
and advertising; Bob Cox, Kentucky zone manager for Schine, and Ralph Buring,
Paramount field representative.
BOXOmCE January 24, 1953 ME 79