Boxoffice-April.10.1954

. . Story 

/he TuAe en LHe /n&to&rt riciuAe yncLuU^ 

Lucille Ball and Desi Arnaz in one of the many moments of farcical 

doings in "The Long, Long Trailer," MGM comedy which is the winner 

of the March BOXOFFICE Blue Ribbon Award . 

on page 76. 

[a% >econd-clou motter at the 

Acj f'ubt ihc->l *vfekU bv AsiOcB 

fk.1^ 

"j-jVirmMTi 

iNATIONAL EXECUTIVE EDITION 

' l»f l,.H.»,i ih. ^Mil, ..nM\ M»,. Pan.. Af AM FrfiLnni

" 

She's even more 

exciting 

now as a 

brunette! 

LANA 

] 

"The Greatest Sin... 

To Steal Another 

Woman's Man 

AlBANY 

ATLANTA 

lOSTOK 

BUFFALO 

CHARLOTTE 

CHICAGO 

CINCINNATI 

CLEVELAND 

DALLAS 

DENVER 

DES MOINES 

DETROIT 

INDIANAPOLIS 

lACKSOtlVILLE 

KANSAS CITY 

IDS ANGELES 

TRADE SHOWS -APRIL 26fh 

20th- Fox Screen Room 


M-G-M Screen Room 



Warner Screen Room 

RKO Palace Theatre BIdg. 



Paramount Screen Room 


Max Blumenthal's Sc. Rm. 


Florida State Screen Room 


United Artists' Screen Rm. 

1052 Broadway 4/26 2 P.M. 

197 Walton St., N. W. 4/26 2 P.M. 

46 Church Street 4/26 2 P.M. 

290 Franklin Street 4/26 2 P.M. 

308 S. Church Street 4/26 1:30 P.M. 

1307 S. Wabash Ave. 4/26 2:15 P.M. 

16 East Sixth Street 4/26 8 P.M. 

2219 Payne Avenue 4/26 1P.M. 

1803 Wood Street 4/26 2:30 P.M. 

2100 Stout Street 4/27 2P.M. 

1300 High Street 4/26 1 P.M. 

2310 Cass Avenue 4/26 1:30 P.M. 

236 No. Illinois St. 4/26 1P.M. 

128 East Forsyth St. 4/26 2 P.M. 

1720 Wyandotte St. 4/26 1:30 P.M. 

1851 S. Westmoreland 4/26 2 P.M. 

MEMPHIS 

MILWAUKEE 

MINNEAPOLIS 

NEW HAVEN 

NEW ORLEANS 

NEW YORK 

OKLAHOMA CITY 

OMAHA 

PHILADELPHIA 

PITTSBURGH 

PORTLAND 

ST. LOUIS 

SALT LAKE CITY 

SAN FRANCISCO 

SEATTLE 

WASHINGTON 


Warner Screen Room 

20th-Fox Screen Room 








B. F. Shearer Screen Rm. 

Paramount Screen Room 



Jewel Box Preview Thea. 

RKO Screen Room 

Cr;?;) 

151 Vance Avenue 4/26 

212 W. Wisconsin Ave. 4/26 

1015 Currie Avenue 4/26 

40 Whiting Street 4/26 

200 S. Liberty St. 4/26 

630 Ninth Avenue 4/26 

10 North Lee Street 4/26 

1502 Davenport St. 4/26 

1233 Summer Street 4/26 

1623 Blvd. of Allies 4/26 

1947 N. W. Kearney St. 4/26 

2949 Olive Street 4/26 

216 E. First St., So. 4/26 

245 Hyde Street 4/26 

2318 Second Avenue 4/26 

932 N. Jersey Ave., N.W. 4/26 

12 Noo 

1 :30 P.N 

2 P.N 

2 P.H 

1 ;30 P.n 

2:30 P.IV 

1 p.n 

1 P.H 

2 p. ft 

2 P.H 

2 P.H 

1 P.H 

1 P.IV 

1:30 P.H 

1 P.N 

2 P.N

Co-Starring 

D 

[RAN 

[] CARLOS liMPSON 

with 

Screen Play by IIlLlN DEUISCH 

Based On a 

AUGUSTE 

Novel by 

BAILLy 

Directed by l\IUIini\U UI\uUuO * Produced by JUL iAoIlKpIA^ 

The Industry's Showmanship Event i 

M-G-M's 30th Anniversary Jubilee!

PERFECT 3 Dimension in the Hitchcock manner, ani 

STARRING ^_^ __^ ,^_ .^_ ^_^ ^^ 

RAY MILLAND- GRACE KELLY- ROBERT 

JOHN WILLIAMS 

• 

anthony dawson -u-^ Frederick KNOTT who wrote the international Stage Sue

...IF A WOMAN ANSNA/ERS 

. . * HANG 

FOR 

DEAR 

k'M 

^-.jrj 

*m 

:*S««IW 

and plan right 

now for the biggest mystery 

mop-up in years and years! 

Composed and Conducted 

by Oimitri Tiomkin

iiJJ"i*.^j'j%A'.W!jaBSJiBMfc.. 

IN THE WONDER OF STEREOPHONIC SOUND 

ROBERT MITCHUM MARILYN MONROE 

- 

in 20th Century-Fox's 

color by TECHNICOLOR ^ * 

i 

20th Century-Fox presents ROBERT MITCHUM and MARILYN MONROE in "RIVER OF NO RETURN" 

with RORY CALHOUN • Tommy Rettig • Murvyn Vye • Douglas Spencer • Produced by STANLEY 

RUBIN 

• Directed by OTTO PREMINGER • Screen Play by FRANK FENTON • From a story by 

Louis Lantz • Color by Technicolor 

I I 

«i -uj. £igK)HS^"

'Pu&e oft/ie moiicn Tîctt^M /nduA^ 

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BEN 

SHL YEN 

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APRIL 

Vol, 64 

10, 1954 

No. 24 

J4. 

HATS OFF TO COMPO! 

ATS off to COMPO for two years 

of patient effort to convince Congress that the 

wartime 20 per cent ticket tax was drying up 

sources of federal revenue by putting fringe 

theatres out of business and keeping others so 

close to the non-profit level that their future was 

uncertain. 

It was an outstanding achievement. 

Robert Coyne, special counsel, proved to be 

an able advocate in Washington and elsewhere. 

Pat McGee and Col. H. A. Cole were tireless in 

maintaining field contacts, ably aided by leading 

exhibitors in all parts of the country. Sam 

Pinanski, AI Lichtman and Wilbur Sna])er, 

triumvirate at the head of the organization, never 

wavered. A word of thanks also is due Trueman 

Rembusch, Allied representative who preceded 

Snaper, and practically exhausted himself. 

It was the first time in a generation that all 

elements of the industry had joined forces and 

held together strongly. The results are enlightening. 

Probably never before have so many grass 

roots exhibitors rallied to the support of an 

industry-wide drive by contributing both money 

and effort—real effort involving personal contact 

in their home districts with every senator 

and representative in Congress. 

If ever an organization earned the right to 

continued support, it is COMPO. It will be 

needed locally in hundreds of cities and counties 

where taxing authorities are waiting for a chance 

to impose levies given up by the federal government. 

It will be needed, too, to continue and 

widen the public relations approach started 

through the series of Editor & Publisher ads. 

Battle of the Scopes 

Only the persistent reader of the tradepapers 

has been able to follow the bewildering series of 

announcements about SuperScopes, Cinema- 

Scope price reductions, VistaVision, the Tushinsky 

lens, Perspecta Sound, single optical sound 

tracks that can be made to work on three directional 

horns with the help of an integrator, 

and stereophonic sound systems for drive-ins. 

On the theory that exhibitors might be so 

confused by all this that they would slow down 

stereophonic sound installations, we made inquiries 

among the equipment men. They say 

no orders have been cancelled, that installations 

are proceeding at the rate of 150 or more per 

week. If that continues, more than 6,000 theatres 

will have stereophonic sound by the yearend 

in this country. 

The one thing that is admittedly obsolete is a 

separate film for sound tracks. This means that 

only two systems of threading film will be required, 

the regular system for optical sound, plus 

an integrator for those who want to use three 

horns, and the button-on sound head for magnetic 

tracks. This seems to be one step toward 

simplification "as of today," as Abram F. 

Myers told Allied members in discussing the new 

developments. 

Those exhibitors who are basing their investments 

on estimates of grosses don't want to pass 

up the huge returns registered by CinemaScope 

attractions. Among these are the drive-ins. At 

the same time, they are casting appraising eyes 

on the integrators that wiU cost from $3,500 to 

.S5.000 which will enable them to take advantage 

of the latest scopes with optical sound tracks. 

The expense is still overwhelming in the eyes 

of those smaller exhibitors who want big-screen 

attractions, but most of them feel better now that 

they have a choice of apparatus. Another factor 

is the general feeling that the ticket tax cuts and 

elimination of tax up to 50 cents will improve 

their profit prospects. 

Add this feeling of optimism to the spreading 

conviction that television is losing some of its 

power as a competitive attraction and you have 

something equivalent to a spring tonic for theatremen 

everywhere. 

• * 

UA's 35th Anniversary 

United Artists will climax the celebration of 

its 35th anniversary this coming week. It is 

something more than a milestone in company 

history; it is a renaissance with significance for 

the industry as a whole. 

An aura of prestige has hung over the company 

since its formation by Douglas Fairbanks, 

Mary Pickford, D. W. Griffith and Charles 

Chaplin. Even during the dark days of the depression 

and later, when indejjendent producers 

couldn't get financing and the future of the company 

was in the balance, it had a hold on public 

esteem. Exhibitors, too, were anxious to see it 

survive. 

This exhibitor interest and friendliness has 

been an important factor in helping the new 

management, comprised of Arthur B. Krim, Robert 

S. Benjamin, William J. Heineman. Matthew 

Fox, Max E. Youngstein and Arnold Picker, to 

restore the company to a position of leadership. 

In a period of restricted production, the 

company has accumulated a release schedule of 

56 features, largest of all the majors. 

It is interesting to note that in this period 

of revival there has been practically no criticism 

of the company from exhibitor sources. Its 

friends are legion. We join with them in congratulating 

the UA management team, with good 

wishes for many years to come. 

—/. M. JERAULD

ALLIED IN PRODUCTION PACT; 

TO ASSURE 2,500 PLAYDATES 

Deal Provides for Dozen 

Pictures to Be Made 

By Hal R. Makelim 

WASHINGTON—Allied States Ass'n has 

entered into an agreement with Hal R. 

Makelim covering 

production of 12 feature 

films, under a 

plan which includes 

signing in advance of 

exhibition contracts 

by 2.500 theatres, according 

to Allied 

Ixiard chairman and 

general counsel Abram 

F. Myers on 

Tuesday (6>. 

The exhibitors will 

advance no capital to 

Hal R. Makelim Hal R. Makelim Productions 

and it? distribution organization. 

Atlas Pictures Corp., but the advance commitments 

to play the films will in effect 

underwrite production costs, according to 

Myers. 

STEP TO GET ADDITIONAL PRODUCT 

Associated with Hal R. Makelim, who has 

been working on the idea for a year, is the 

veteran filmmaker Frank Borzage. Names 

of available story properties, stars, directors 

and technicians will be disclosed by Makelim 

at a series of meetings with exhibitors beginning 

with the Allied regional association 

conventions in Denver. May 3; Omaha, May 4; 

Kansas City, May 5, and Minneapolis, May 11. 

Myers describes the arrangement as "the 

first step in (Allied's) endeavor to secure 

additional product for the picture-starved 

independent exhibitors." He said it is well 

known that Allied is attempting to Influence 

increased production by a major studio 

through exertion of voting power of stock 

held or to be acquired by exhibitors, and by 

amassing playdates for such additional films. 

But relief in this direction might be too 

slow and "in the meantime the condition 

of the independent exhibitors daily becomes 

more desperate." 

The Allied board chairman also pointed 

out that Allied is not stopping with the 

Makelim arrangement, but is still seeking 

expanded production by independents as well 

as continuing to press for greater production 

by one of the majors. 

MET WITH ALLIED BOARD 

Makelim appeared before the Allied board 

on February 25 to discuss the plan on which 

he had been working for the past year, and 

later a special committee of the board recommended 

that Allied go ahead with it. 

Twelve feature films would be released at 

the rate of one per month, beginning in late 

summer or early fall. 

"The plan involves no capital investment 

by the exhibitors. They will not engage directly 

in the production or distribution. Under 

the plan 2,500 theatres will be afforded the 

opportunity to sign exhibition contracts for 

the pictures. Each contract will be for all 12 

Goldenson Favors 

Plan 

To Boost Production 

NEW YORK—Leonard Goldenson, head 

of American Broadcasting-Paramount 

Theatres, is in favor of Allied's plan to 

help Hal R. Makelim to finance production, 

if it will increase the product supply. 

He said so Wednesday (7i. 

Goldenson's comments were of interest 

at this time because he sounded a call 

at the last Theatre Owners of America 

convention for increased production and 

even suggested that exhibitors might find 

it necessary to join in a move to finance 

production. He said he thought Paramount 

Theatre operators would book the 

Makelim pictures if they proved satisfactory. 

New Jersey Allied, headed by Wilbur 

Snaper, is scheduled to meet Tuesday 

(13) to discuss the production financing 

proposal. 

. . . (the exhibitors wiU) merely 

. . the 

at predetermined flat rentals. The total 

rentals for each picture will equal the production 

cost thereof and Makelim and his 

associates will rely upon the further marketing 

and exploitation of the pictures for 

their profit 

pay for the pictures as they are delivered." 

The Allied board chairman further explains, 

"in spreading the production cost 

among the 2,500 'charter member' theatres 

the total has been allocated among the several 

film delivery territories in the proportion 

that each such territory contributes to the 

gross film rentals for all companies . 

plan contemplates certain benefits to the 

'charter members' in the form of rebates from 

profits, but such exhibitors will not be partners 

in the venture." 

Following the meetings with Makelim at 

the Allied regional conventions, to which 

non-members will probably be invited by the 

regional leaders, Makelim has a tentative 

schedule calling for further meetings with 

exhibitors in Milwaukee, May 13; Chicago, 

May 14; Columbus, May 17; Pittsburgh, May 

18; Philadelphia, May 19; New York, May 20 

and 21; Boston, May 24; Baltimore, May 25; 

Indianapolis, May 27; New Orleans, May 28; 

Memphis, June 1; St. Louis, June 2; Oklahoma 

City, June 4, and Dallas, June 7. The 

.schedule "still is in a fluid state, subject 

to change," however. 

Meanwhile, John M. Wolfberg is acting for 

Allied in completing arrangements on the 

coast and Trueman T. Rembusch is acting as 

coordinator in planning the meetings with 

exhibitors. 

Myers explains that the average production 

cost per picture "may be considered low 

in comparison with the swollen budgets of 

some major studios. Tlie difference, Makelim 

explains, represents lower overhead and 

economies made possible by existing conditions 

in Hollywood and will not be reflected 

in the quality of the pictures." 

At the conclusion of his meetings with 

exhibitors, Makelim will return to Hollywood 

to begin actual work on the films. 

In announcing the plan, Myers said, "this 

is the first time in the history of our industry 

that a producer of motion pictures has 

taken into consideration the problems of the 

independent exhibitors and has taken direct 

steps to meet tho.se problems. 

"The Hal R. Makelim plan is perfect in 

theory to provide vital product to the exhibitors 

in time of direct need and I am 

very hopeful that it will succeed. 

"This effort by Allied to stimulate the 

independent production of pictures is nonexclusive 

in the sense that Allied is free to 

continue its explorations and activity in this 

field. Moreover, it is compatible with and 

not in lieu of the plan to secure the production 

of additional pictures by one of the 

major companies." 

12 WB Features Will Roll 

Within Next Few Months 

HOLLYWOOD — Again emphasizing his 

company's policy of utilizing important story 

properties in the making of top-budget motion 

pictures. Jack L. Warner, vice-president 

and production chief of Warner Bros., on 

Tuesday (6) confirmed previous scattered 

reports that the studio will gun 12 features 

during the spring and early summer, with 

new techniques including CinemaScope and 

WarnerColor dominant on the schedule. 

Already in work in Italy is "Helen of 

Troy," being made in CinemaScope and 

WarnerColor, while preliminary shooting is 

underway in Egypt on "Land of the Pharaohs," 

also utilizing those two processes. To 

roll at the studio within the next few days, 

in WarnerColor, is "Dragnet," a theatrical 

film version of the top-rated TV and radio 

show. 

Early in June camera work will begin on 

"The Silver Chalice," historical drama, and 

"Strange Lady in Town," both in Cinema- 

Scope and WarnerColor. They will be followed 

by "East of Eden," "Giant," "Mr. Roberts," 

"The Sea Chase," "The Spirit of St. 

Louis," and "Moby Dick," all of which will 

employ the aforementioned wide-screen and 

color techniques. 

CuiTently shooting is "Battle Cry," while 

completed and scheduled for early release are 

"Lucky Me," "Dial M for Murder," "Ring of 

Fear," "A Star Is Born," "The High and 

Mighty," "King Richard and the Crusaders" 

and "Them!" 

Federal 16mni Trust Suit 

On Another Court Docket 

LOS ANGELES—With indications that the 

suit may come to trial next fall, the government's 

antitrust action seeking to compel 

major film companies to supply 16mm versions 

of their product to television has been 

transferred to the judicial docket of Federal 

District Judge HaiTy C. Westover, along with 

several other antitrust suits filed by various 

southland showmen. 

The government action was filed nearly two 

years ago. 

8 BOXOFFICE 

: 

: April 10, 1954

MOST THEATRES 

MAINTAINING 

THEIR ADMISSION SCHEDULES 

A Few Circuits Pass on 

Savings, But Generally 

'The Line Is Held' 

Exhibitors are keeping their admission 

prices at the level maintained prior to the 

federal tax change April 1, as a general 

rule, a nationwide report by Boxoffice 

representatives indicates. First runs, in 

many instances, however, are dropping 

prices five cents but the smaller theatres 

which have been charging 50 cents or less 

are keeping their old scales—and taking 

advantages of the total elimination of the 

federal levy. There are exceptions. The 

Fanchon & Marco circuit in St. Louis and 

Sterling Theatres in the Pacific northwest 

informed patrons they will pass on the tax 

savings. Reports from various cities: 

ST. LOUIS: 

ST. LOUIS—Exhibitors in this area differ 

as to the policy to be followed in handling 

the admissions tax cut. The Fanchon & 

Marco circuit, dominant in this area. Is passing 

the entire savings on to patrons. The 

Ansell Bros, circuit and Shuchart-Levin- 

Zulauf theatres also are turning the savings 

over to patrons. 

While the F&M circuit policy extends to 

drive-ins, other outdoor exhibitors apparently 

will not follow the large circuit in its price 

cuts. 

The other drive-ins in the county, including 

the Manchester and Airway, operated 

by Midwest Drive-In Theatres, controlled 

by Phil Smith of Boston, Ronnie's 

Drive-In, the 66 Park-In Theatre, operated 

by the Wehrenberg Theatres, and the North 

Drive-In, owned jointly by the Kaimann and 

Wehrenberg circuits, continued their 60-cent 

rate. In all these theatres extensive improvements 

have been made since the close 

of the 1953 season, and in addition with a 28- 

day availability indicated for drive-ins, they 

are in a position to offer their patrons newer 

pictures. 

The Ambassador Theatre showing "This Is 

Cinerama." continues to quote the same $2.40 

price scale as prevailed prior to April 1. 

Many theatres throughout the territory, including, 

of course, some in St. Louis and 

St. Louis county and the nearby Illinois communities 

have decided to retain the old prices 

and use the added gross income to finance 

long delayed improvements to their properties 

for the convenience and comfort of 

their customers. A number of theatres that 

had been charging 55 cents have reduced to 

50 cents, others in that old price range now 

are charging 51 cents. The advantage of that 

one-cent is two-fold, it not only takes care 

of the state admission tax but it puts pennies 

in the pocket of the customers and 

these generally find their way into the concessions 

department of the theatre. 

NEW HAVEN: 

NEW HAVEN—Almost without exception, 

movie houses in the metropolitan area will 

retain the money represented by the cut in 

federal taxes on admission tickets. 

At presstlme, the only changes were re- 

When Colonel H. A. Cole, co-chairman of COMPO's national tax committee, returned 

to his hometown, Dallas, after the tax victory, he was hailed at the airport 

by Filmrow associates. Shown here, L to R, are: Roy Litsey, Arlie Crites, R. I. Payne, 

Wallace Walthall, Charles Weisenberg, C. O. Wise, Colonel Cole, Kyle Rorex, executive 

director of Texas COMPO, and Al Alport. 

ported by the two Loew's houses, the Poll and 

College, both downtowners. They had lowered 

evening adult prices from 80 to 77 cents. 

This represents a base admission of 70 cents, 

plus 7 cents in tax. Formerly, these theatres 

had a base admission of 63 cents, which the 

20 per cent tax brought up to 80 cents. Thus, 

in the case of the Loew's situations, the tax 

cut is being split between the theatre and 

the ticket purchaser. 

All other downtowners and neighborhoods 

said they plan to keep the slash in taxes 

for their own revenue. They pointed to the 

increasingly high cost of doing business, plus 

GOOD NEWS 

MOVIE-GOERS... 

FANCHON I MARCO-ST. LOUIS AMUSEMENT COM. 

PANY THEATRES ARE PLEASED TO ANNOUNCE THAT THE 

20% FEDERAL ADMISSION TAX HAS BEEN REDUCED TO 

10%. AND ON ADMISSIONS OF 50c OR LESS IT HAS BEEN 

COMPLETELY ELIMINATED, 

FANCHON i MARCO-ST. LOUIS AMUSEMENT COM. 

PANY THEATRES ARE PASSING THE ENTIRE TAX SAVINGS 

ON TO ITS PATRONS, AND ARE MOST HAPPY TO DO SO, 

NOW AS ALWAYS MOVIES ARE YOUR BEST ENTER 

TAINMENT BUY FOR THE ENTIRE FAMILY. 

SO ENJOY THE FINEST IN MOTION PICTURE ENTER, 

TAINMENT IN THE MOST COMFORTABLE SURROUND. 

INGS, WITH THE FINEST IN SOUND AND PROJECTION, 

AND WITH ALL THE LATEST DEVELOPMENTS IN EXHIBI, 

TION. 

MAKE AHENDANCE AT FANCHON 4 MARCO-ST, 

LOUIS AMUSEMENT COMPANY THEATRES A REGULAR 

HABIT. 

FANCHON t MARCO- 

ST. lOUIS AMUSEMENT CO. THEATRES 

A two-column display advertisement 

was used by the Fanchon & Marco circuit 

of St. Louis to inform moviegoers that 

all 20 theatres in the circuit would pass 

on the admissions tax cut to their patrons. 

the reduction in business caused by TV and 

other factors. 

The theatres which plan to stick with 

normal prices, applying the difference in 

taxes toward their own income, noted that 

the cut in admission prices, more than any 

of the other excise reductions, was a "relief 

measure," designed to save exhibitors, particularly 

the smaller operators, from financial 

distress. This argument was always stressed 

in the industry's long fight for a drop or 

complete elimination of the admission tax. 

LOS ANGELES: 

LOS ANGELES—Some slight reductions in 

ticket prices, confined to a few scattered, 

de luxe first run situations here, began to 

manifest themselves after a brief "watchand-wait" 

period following the passage of 

the new federal excise bill abolishing the 

20 per cent tax on tickets scaled at 50 cents 

or less and cutting from 20 to 10 per cent 

the levy on admission ducats priced higher. 

In the great majority of instances, including 

the Pox West Coast circuit and almost 

all members of the Southern California Theatre 

Owners Ass'n, no change has been made 

in admission scales. 

The RKO circuit's Hillstreet and Pantages, 

local first run operations, knocked five cents 

off their weekday matinee and evening prices, 

but are holding to the old scale on weekends. 

Fanchon & Marco's Hollywood Paramount 

clipped five cents off. The Downtown Paramount, 

a United Paramount operation, reduced 

its general admission prices by five 

cents and its loges by a dime. 

Holding to the old levels are the United 

Artists circuit and Metropolitan Theatres, 

among others. 

BALTIMORE: 

BALTIMORE—Many motion picture 

theatres 

here posted the same prices as before 

the government's tax cut. In some of the 

(Continued on page 10) 

BOXOFFICE : 

: AprU 

10, 1954

PuUeê^nU ^^"i ịssions 

Schine Contempt Charge Set 

For Hearing on April 15 

Elmer F. Lux and J. Myer Schine, president 

of Schine Theatres, due to show cause 

why they should not be adjudged in contempt 

of U.S. district court at Buffalo for 

non-completion of action on antitrust decree 

of 1949. 

• 

Supreme Court Refuses 

DuHy-Grilfith Appeal 

Ends legal battle for Duffy Theatres, operating 

two houses in Mangum, Okla., in 

antitrust action against Griffith Theatres, 

charging being forced out of business in 1938, 

• 

RKO Asks Court to Dismiss 

Castleman Suit on Coast 

Move follows dismissal of similar action 

in federal court at Las Vegas, Nev.: result of 

latest Los Angeles move can have bearing 

on another case pending in New York. 

• 

Boston Censors Want 1 1 Cuts 

In Dialog oi 'La Ronde' 

No removal of scenes is sought; assistant 

censor reports to Mayor Hynes that film Is 

not obscene; no bookings have been set for 

Boston theatres as yet, it is reported. 

• 

Major L. E. Thompson Resigns 

From RKO Theatres Post 

Director of labor relations to leave April 

16 to open offices in New York and act as 

labor consultant for the circuit and other 

motion picture and theatrical firms. 

• 

UA Names Sidney Cooper 

Washington Branch Head 

Transferred 

from New Haven, he succeeds 

Arthur Levy, resigned; Cooper started with 

UA as a salesman in Pittsburgh ten years 

ago; he was moved to Detroit and later became 

Cleveland manager. 

• 

Other Nations Are Urged 

To Cut Admission Taxes 

Motion Picture Export Ass'n points out that 

the U.S. admissions tax reduction furnishes 

"a sound precedent for reducing such taxes" 

in foreign countries. 

• 

MPEA Reiterates Its Policy 

Of Not Selling to Russia 

Counters European rumors that negotiations 

are in progress with iron curtain countries 

by saying flatly Reds will not receive 

any films of its 

member companies; past history 

of pirating recalled. 

* 

C-S Installations Abroad 

Total More Than 1.000 

Spyros Skouras, president of 20th-Fox, 

makes report upon arrival in Hollywood; 

company's Cinemascope attractions booked 

Into 1,452 theatres throughout the world 

during Easter week, he said. 

(Continued from page 9) 

first run houses, downtown, the patrons were 

given about a 1-cent reduction in admissions, 

the other 3 to 8 cents being retained by the 

theatre. 

The top price of many neighborhood picture 

houses has been 50 cents, of which 42 

cents went to the operators and 8 cents to 

the government in excise tax. 

In the afternoons, some houses had been 

charging 18 cents for children— 15 for the 

house and 3 for the government. For adults, 

the price of a ticket was 30 cents with the 

distribution of 25 cents to the operator and 

5 cents to the government. 

Most of the neighborhoods are retaining 

the same admission prices and taking advantage 

of the tax cut in behalf of their grosses. 

TOLEDO: 

TOLEDO, OHIO—Managers of all first 

run downtown theatres here said that as a 

result of the federal tax reduction, they are 

lowering their adult matinee admissions by 

5 cents. All evening and children's prices will 

remain unchanged. 

However, small theatre owners are not cutting 

admissions, a survey revealed. Martin 

Smith of Smith-Beidler Theatres said prices 

would "stay as they are." E. J. Bialorucki, 

operator of the Ohio, said he doesn't know 

"how it is possible to reduce prices." Similar 

sentiments were echoed by others. 

BOSTON: 

BOSTON—Although there is no set formula 

among circuit officials and exhibitors on the 

reduction of admission prices now that the 

new tax law has gone into effect, the 

tendency is to retain the original prices in 

many instances and to allot an adjustment 

of a few pennies to the public in other spots. 

The major downtown first runs in this city 

have reduced evening prices 5 cents, from 90 

to 85 cents or from 95 to 90 cents. Morning 

prices remain at 50 cents while afternoon 

prices are reduced from 74 to 65 cents or 65 

to 60 cents. 

The American Theatres circuit with many 

suburban and sub run situations is maintaining 

original prices with an adjustment 

in isolated situations where they consider 

Paramount Tax Query 

Protested by Ohio ITO 

COLUMBUS — A protest against a 

Paramount letter sent to all Ohio city 

treasui-ers asking for information about 

city taxes has been sent by the executive 

committee of Independent Theatre Owners 

of Ohio to A. W. Schwalberg, president 

of Paramount Film Distributing 

Corp. 

The letter asking for tax data was sent 

to many cities which did not have a 

municipal tax on theatre admissions, and 

ITO directors feared this may reactivate 

a demand for local taxes now that the 

federal levy has been removed or reduced. 

The committee sent letters of commendation 

to COMPO for Its successful 

tax campaign and to Lee Jones of Upper 

Sandusky, the state tax chairman. 

95% of Texas Theatres 

Holding Price Line 

DALLAS—Texas COMPO made a survey 

as per papers attached mailing to all 

Texas exhibitors. To date have heard 

from 650 of them and 95 per cent are 

holding their price line. This figure includes 

circuit and independent theatres. 

Most Texas exhibitors fall into the 50- 

cent and under category. They have 

adjusted their children's prices to an 

even 10 cents or 15 cents. 

business will be helped by a reduction of a 

few cents. Officials state, however, that this 

is on a trial basis and may be changed according 

to their competition. 

E. M. Loew Theatres circuit has i educed 

children's prices a few pennies to make an 

even figure. The 12-cent kiddy prices are 

reduced to 10 cents, the 16-cent to 15 cents. 

In their critical situations they have reduced 

from 55 cents to 50 cents. Each situation is 

different and they are allowing their managers 

to use their judgment with an alert eye 

on their opposition. 

A state of confusion exists throughout, but 

in the small-town situations throughout New 

England, exhibitors are elated over the signing 

of the new tax law as a means of keeping 

their theatres open. 

MEMPHIS: 

MEMPHIS—Memphis theatre admission 

prices will remain unchanged following the 

reduction in the federal excise tax on admissions. 

Theatre owners said they felt justified in 

not reducing admissions because many of 

them had made no money for two years and 

theatre business had been poor. 

A disturbing situation was reported from 

Mississippi exhibitors, however. State admission 

taxes in Mississippi may be increased, 

they reported. State admission taxes in Mississippi 

have been 2 and 5 per cent and a 

movement is under way in Jackson, Miss., 

where the legislature is in session, to raise 

them to 10 per cent. 

First run admissions in Memphis will remain 

74 cents. Adult neighborhood admissions 

will remain 60 cents. There will be no 

changes in any of the theatres checked in a 

citywide survey. 

Only one change was announced. M. A. 

Lightman sr., head of Malco Theatres, Inc., 

said an "early bird" matinee price would go 

into effect at Malco in Memphis. Patrons 

buying tickets during the first hour would be 

admitted for 45 cents instead of the regular 

60 cents matinee price, he said. 

DAYTON: 

DAYTON, OHIO—Local theatre managers 

have no uniform decision on admission price 

cuts. At Loew's, matinee prices were to be 

cut from 50 to 45 cents, 'and Saturday and 

Sunday evenings prices would drop from 74 

to 70 cents. However, weekday evenings 

would continue at 70 cents. The three downtown 

RKO houses dropped afternoon prices 

from 50 to 45 cents, but evening admissions 

"haven't been set yet," said Ansel Winston, 

city RKO manager. At the Victory, both 

matinee and evening prices were reduced by 

5 cents, to 45 and 65 cents, respectively, announced 

Robert Keyes. 

10 BOXOFTICE : 

: AprU 10. 1964

HIS ARGUMENTS FOR REGULAR-PRICE PICTURES 

Harry Arthur Says Advanced Admission Films Are Outgrossed in St. Louis 

Harry Arthur Jr. 

ST. LOmS—A documented report that 

regular price pictures substantially outgross 

almost all advanced 

price pictures 

—based on St. Louis 

first runs since January 

1950—has been 

presented to Spyros 

Skouras, president of 

20th Century-Pox, by 

Harry C. Arthur jr., 

chaii-man of South- 

California 

ern 

Theatre Owners Ass'n. 

The Arthur interests 

operate a circuit of 

20 theatres in the St. 

Louis area. 

The St. Louis circuit has been insistent 

on pursuing a policy of playing pictures at 

regular prices on the theory that the only 

approach to winning back the lost audience 

is to offer "exceptional bargains along with 

low prices." 

NO LONGER 'OCCASIONAL' 

There is a place for the advanced price 

picture in the exhibition setup, Arthur declared 

in an open letter to Skouras, but the 

fault with the advanced price pictures is 

that they are no longer "occasional." Producers, 

he said, are making them a regular 

recurring phase of motion picture theatre 

operation. 

Motion pictures, he contended, cannot remain 

the "entertainment of millions" on this 

basis. In the first place, he points out, the 

frequency of films at upped prices "and the 

fluctuating admission scales have become an 

almost certain guide to the public whether 

or not the picture promises to be any good." 

"They have been taught that a regular 

price picture is a certain sign that the theatre 

management itself does not regard the 

picture as very good. The increased price, 

they have come to feel, is no certain guide 

that the picture is worth the price, but at 

least the public feels it is certain that it 

runs less risk in attending only when the 

pictures are above the regular admission. 

If the advanced price picture itself is not 

worth the price, the word quickly spreads, 

and then our results are disastrous." 

Ai-thurs feels that a schedule of prices, 

regularly maintained, giving the patron a 

bargain in top entertainment, is the only 

way to revitalize the movie-going habit of 

millions. 

A HABIT IS BROKEN 

"It is my deepest feeUng that the secret 

of success in the motion picture theatre 

business was the habit of the American 

people to attend the theatres week in and 

week out, even to some extent, whether rain 

or snow or shine. Now that habit has been 

broken. The number of weekly patrons attending 

theatres has been cut almost in half 

and we are all struggling to learn the reason 

why." 

Cinema,Scope and stereophonic sound. 

Cinerama, 3-D and other forms of novel entertairunent 

have contributed to returning 

interest of the general public in motion picture 

theatres, Arthur said. 

"Can you imagine," he asks, "the tremen- 

COMPARISON OF GROSSES BETWEEN REGULAR AND ADVANCED ADMISSIONS 

St. Louis First Runs by Highest Grosses to Lowest Grosses 

(January 

1950 to Current Date) 

Submitted by H. C. Arthur jr. to support position that over a period of time pictures playing 

at regular admissions will outgross advanced admission films. 

REGULAR ADMISSIONS 

The Robe $171,789 

Moon Is Blue 84,160 

Born Yesterday 80,214 

Jumping Jacks 77,888 

At War With the Army 75,71 

House of Wax 72,243 

That's My Boy 63,900 

Sailor Beware 61,721 

Shane 61,632 

French Line _ 59,019 

Cheaper by Dozen 56,096 

Sands ot Iwo Jima 54,512 

Scared Stiff 49,475 

Lullaby of Broadway 46,774 

Francis 45,681 

Honeymoon 44,995 

Tea for Two 44,531 

Black Rose 44,427 

Mississippi Gambler 43,848 

Gentlemen Prefer Blondes 40,261 

Second Chance 39,515 

Fancy Pants 38,809 

Cinderella 34,593 

Captoin's Paradise 30,447 

Operation Pacific 29,804 

Distant Drums 27,647 

It Came From Outer Space 26,842 

Hondo 26,146 

Jim Thorpe, All American 24,916 

*200,000 reduced admission tickets issued through 

churches and schools. 

** Played day and date at regular and advanced 

admission. 

dous influence these new forms of exhibition 

would have had on the return of patronage 

to our theatres if they had been sold to the 

pubUc at regular prices? What a chance was 

lost because as an industry we could not 

pass up the immediate gain in favor of the 

opportunity to benefit much more if we had 

as an industry stayed with our regular admission 

prices." 

Any merchandising firm, whether it be a 

department store, retailer or wholesaler, or 

otherwise, that has lost its trade for one 

reason or another, tries to get it back by 

giving exceptional bargains along with low 

prices, Arthur declared. The film business 

should try to win back its customers along 

the same lines, he implied. 

His company's experience with "The Robe" 

$68,275 Bwona Devil 

ADVANCED ADMISSIONS 

50,292 Hans Christian Andersen 

49,580 *Martin Luther 

43,920 Peter Pan 

40,647 How to Marry a Millionaire 

39,321 David and Bathsheba 

38,219 Snows of Kilimanjaro 

38,025 Samson and Delilah 

34,167 Greatest Show on Earth 

25,659 "Cinderella 

24,423 Streetcar Named Desire ^ 

24,180 Miracle of Fatima 

10,466 King of Khyber Rifles 

6,782 New Faces 

at regular prices proves the point, he said. 

The gross turned in by this CinemaScope 

feature totaled $171,789. 

Arthur supplied Skouras with a chart 

(reproduced on this page) comparing grosses 

turned in by pictures playing at regular and 

advanced admissions in St. Louis first runs. 

"The chart shows there is no certainty 

advanced prices result in greater over-all 

return. Fnjrther, it should always be remembered 

the greater gross at the regular price 

indicates more persons have seen the picture, 

and the more persons who see motion pictures, 

the closer we are to bringing back the 

so-caUed 'lost audience,' " he said. 

Arthur confessed it is not easy for an ex- 

(Continued on page 14) 

BOXOFTICE : 

: AprU 

10, 1954 

11

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ttiat 

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Book "CALLING SCOTLAND YARD" 

These six 30-minute suspense featurettes 

starring Paul Douglas, are that 

extra to your show that brings extra 

profit to your boxoffice. Broadway's 

Mayfair is playing one, Broadway's 

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' 

excitement-packed. And on every bill, 

Play Paramount News and Shorts

Boston Honors Industry 

On Library Anniversary 

By JAMES M. JERAULD 

BOSTON—Something unique in the way 

of civic celebrations, a tribute to the motion 

picture industry, was staged here Tuesday 

(6) as part of the observance of the 100th 

anniversary of the Boston Public Library. 

This was the first free public library in the 

United States. 

The state was represented by Lieut. Gov. 

Sumner G. Whittier, the city by Mayor JohJi 

B. Hynes and the film industry by leading 

distribution executives from New York; by 

Charles Brackett, president of the Academy 

of Motion Hcture Arts and Sciences; by all 

the leading film men in New England, and 

by prominent churchmen. 

HISTORICAL REEL PRESENTED 

At a banquet held in the Sheraton Plaza 

hotel Brackett presented a reel of early 

scenes made in Boston which had been reproduced 

from paper copies in the archives 

of the Library of Congress. These were 

screened. They will become part of the 

library's film department. This institution 

has several thousand prints of documentaries, 

educational and historic films which are 

screened in the library building. 

Film leaders who attended were jubilant, 

regarding it as an important public relations 

achievement. 

The First National Bank of Boston, one 

of the leading banks in the field of film 

financing, gave a cocktail party in advance 

of the banquet and leading members of Variety 

Club of New England took an active 

part in arranging the gathering. 

Charles E. Kurtzman, northeastern division 

manager for Loew's Theatres, presided and 

introduced Howard Dietz, vice-president of 

Metro-Goldwyn-Mayer, in charge of publicity, 

advertising and exploitation, as toastmaster. 

CIVIC LEADER LAUDS INDUSTRY 

Ralph M. Binney, general chairman of the 

Public Library Centennial Commission, who 

also is an officer of the First National Bank 

of Boston, delivered the keynote address and 

said: "This area has a big financial stake 

in the motion picture business. The investment-wise 

counselors of these thrifty New 

Englanders have been backing not only such 

major enterprises as American Telephone 

and Telegraph, General Electric, textiles and 

large railroads, but they saw the potentiality 

of the future in the motion picture industry 

and its traditional scientific developments in 

sound, color and the neces.sary optical improvements 

as a good financial risk. Many 

of the modern inventions in camera sound 

and optics have stemmed from this idea, 

so that New England is proud to be part of 

such an important industry, financially as 

well as artistically." 

Mayor Hynes proved a prolific laughmaker 

by reciting his short film career many 

years ago when a production unit was set 

up in Boston. He said he was "executive secretary" 

to the president and was the only 

employe to get paid after the first week. 

The company broke up at the end of the 

fourth week. 

Lieut. Gov. Whittier said he was a movie 

fan and paid his 75 cents regularly, but he 

couldn't depend on the ads. He gave a rapid 

reading of a current ad in a Boston paper 

and emphasized the exclamation points so 

rapidly that he had the audience roaring. 

Dietz took this up later in commenting on 

remarks of several speakers. He was in rare 

form. Brackett took a hefty swing at film 

critics after admitting that he was a critic 

himself for three years. 

"The critics on certain magazines, have 

obviously been put on the rack by their 

editors and forced to debase their talents to 

the weekly consideration of moving pictures," 

he said. "It is a task which outrages every 

sensibility wit in these gentry. Occasionally 

they find a British-madfr or a foreign language 

film endurable, but the word 'Hollywood' 

curls back the very letters on their 

typewriters with distaste. They have set 

an ugly and silly pattern, and they have 

their 

followers." 

SCRIPT IMPORTANCE DESCRIBED 

Brackett then turned to an explanation 

of the importance of film writing, describing 

it as a "living and important art." 

"The last 20 years have not seen bumper 

crops of masterpieces from the novelists or 

the playwrights," he said. "A year that has 

produced five first-rate novels was a wonder 

year. No year has produced five firstrate 

plays. 

"Yet not one of these 20 years has produced 

less than five top-flight pictures produced 

and written in Hollywood—pictures 

you should have seen or should know something 

about." 

He praised Sidney Howard's scripts for 

"Dodsworth," "Arrowsmith" and "Gone With 

the Wind." He also singled out Robert Sherwood's 

"The Best Years of Our Lives," Dudley 

Nichols' "The Informer," and a number 

of outstanding films of recent years. 

Other speakers were: Patrick F. McDonald, 

president of the library trustees; Rt. 

Rev. Timothy P. O'Leary, director of schools 

of the archdiocese of Boston, and Milton 

Edward Lord, director and librarian of Boston. 

OTHERS SEATED ON DAIS 

Seated on the dais, in addition to those 

named above were: 

John D. Brooks, day city editor of the Doily Record; 

Waiter A. Brown, chief barker of Variety Club 

of New England; Frank W. Buxton, librory trustee; 

James M. Connolly, Boston area manager for 20th 

Century-Fox; Judge Frank J. Donahue, library trustee; 

Edward M. Fay, well-known exhibitor- Theodore 

Fleisher, president of Interstate Theotres; Nina Foch, 

MGM actress; Lee M. Friedman, library trustee; Carl 

S. Hollauer, executive vice-president of Bausch & 

Lomb; William J. Heineman, vice-president in charge 

of distribution of United Artists; Lester B. Isaac, 

director of exhibition for Cinerama; James M. Jerauld, 

editor of BOXOFFICE; Arthur H. Lockwood, 

treasurer of Lockwood & Gordon Enterprises; Patrick 

F. McDonald, library trustee; Rev. Frederick M. Meek, 

Old South Church; A. Montague, vice-president and 

generol sales manager of Columbia Pictures; John 

F. Murphy, general manager of Loew's Theatres; 

Robbi Judah Nadick of Hebilloth Israel Temple; 

Paul A. Newsome, president of Newsome Co., Inc.; 

William C. Scanlan, trustee of the lATSE; A. W. 

Schwolberg, president of Paramount Film Distributing 

Corp., and Lazar Wechsler, producer. 

Fox Midwest to Regular Price 

For CinemaScope Films 

KANSAS CITY—A policy of playing 

Cinemascope pictures at regular admission 

prices has been adopted by Fox 

Midwest Theatres, both in first runs and 

subsequent run houses. The policy was 

instituted this weelt when "Beneath the 

12-Mile R«er' opened at the Plaza Theatre, 

second run theatre. Previously, CinemaScope 

features at the house were 

upped 10 cents to 85 cents. Hereafter, 

they will play at 65 cents aftemoon.s and 

75 cents evenings. The regular price 

policy for first runs will begin with "The 

Robe" Easter week. 

htarry 

Arthur 


hibitor to play some of the so-called advanced 

price pictures at the regular scale. 

"That the producer of the picture has no 

right to dictate the admission price policy 

of the exhibitor is unquestioned in law, but 

certainly not in the practical operations of 

the business. We are always under pressure 

from the producer who feels that his picture 

should be exhibited at increased prices. 

"At those times when we have been successful 

in avoiding the increased price, it 

has only been after the most intimidating 

pressures have been used, and we have not 

been successful in most of the cases. Our 

experience with 'The Robe' was ultimately 

one of our successes, but we were not certain 

until the last minute that the price 

would be the one we selected." 

Turning to stereophonic sound and the 

Cinemascope process, Arthur declared: 

"I believe that under certain circumstances 

stereophonic sound adds much to the enjoyment 

of a picture, but I have also found 

that neither stereophonic sound nor Cinema- 

Scope of themselves assure the boxoffice 

success of a picture. ""While the success was 

exceptional on 'The Robe,' 'How to Marry 

a Millionaire' showed a considerably less 

gross, and 'King of the Khyber Rifles' was 

a complete negation of the theory that stereophonic 

sound and CinemaScope are a certain 

boxoffice attraction." 

"It may be," he added, "that 'The Robe' 

without stereophonic sound would have been 

a financial success to the same degree as it 

was with stereophonic sound, at least so far 

as those theatres are concerned where stereophonic 

sound has not been installed. It may 

be that the subject matter of 'The Robe' was 

the strongest attraction, and that its exhibition 

in the conventional form without 

CinemaScope and stereophonic sound would 

result in very satisfactory business." 

"If 'The Robe' and other CinemaScope 

pictures were permitted to run without 

stereophonic sound, it might well show that 

the stereophonic sound is not the attraction 

that it is now represented to be. On the other 

hand, if there is substance in the theory that 

stereophonic sound has brought back the 

patrons to the theatres, then those theatres exhibiting 

the picture without the stereophonic 

sound will soon find out, and will willingly 

make the change or suffer the economic 

alternative of closing their doors," he said. 

14 BOXOFFICE 

: 

: April 10, 1954

C6UIIA 

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STME 

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THEm 

mm TO 

HERE TO mmfvfi 

^ 

the 

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high 

X-\or\e 

set by 

W'th-the\Nin(

Blue Ribbon Award for March 

To 'The Long, Long Trailer' 

By DOROTHY F. MARTIN 

THE LONG, LONG TRAILER LOOKS EVEN 

LONGER AT A BIG CITY INTERSECTION 

In a definite change of pace, members of the National Screen Council, sponsored by 

BOXOFPICE Magazine, have chosen Metro-Goldwyn-Mayer'.s farce, "The Long, Long 

Trailer" as the recipient of the Blue Ribbon Award for March. The rollicking, hilarious 

and sometimes hysterical honeymoon adventure stars Lucille Ball and Desi Axnaz of 

TV fame, producing perhaps the first true welding of television and motion picture.s. 

Thus is proved the fact that has been demonstrated many times between radio and 

motion pictiu-es, that a buildup in either medium enhances the draw of stars in the 

other. Pandro S. Herman as the producer and Vincent Minnelli as director have guided 

the enterprise with sure and mast,erful hands. 

IN TRADITIONAL FASHION THE GROOM 

CARRIES THE BRIDE OVER THE THRESHOLD 

An advertising campaign of national proportions 

has left no possible stone unturned 

with every conceivable commercial tie-in 

lined up for exploitation of "The Long, 

Long Ti'ailer," from Mercui'y cars and New 

Moon Trailers, to clothing, furniture, floor 

coverings and cutout, coloring and comic 

books. The astute showman may jump on 

the bandwagon in his locality by following 

any one of the presented leads. 

Business in key city first run situations 

for "The Long, Long Trailer" has been 

excellent. In only two of 19 reports was 

the gross less than the hit classification 

of 125 per cent and In seven it was 200 

per cent or better. Comparable business 

may be expected in subsequent run, ne'ighborhood 

and small-town situations where 

the fresh and breezy farce will be acceptable 

as a welcome relief from the winter's 

more serious film fare. 

Favorable comment was received on the 

March winner from each of the three categories 

of membership in the National Screen 

Council. Press, radio and club women were 

agreed that "The Long, Long Trailer" offered 

a refreshing evening of entertainment 

and relaxation for all members of the family, 

from grandparents to tiny tots, and did 

not hesitate to recommend it. The breathtaking 

scenery in beautiful Ansco Color was 

mentioned repeatedly. 

Mrs. Ralph S. Oesper of the Cincinnati 

Motion Picture Council wrote, "Good, clean 

slapstick well presented. Typical family 

humor." Mrs. Wayne F. Shaw, representative 

of the Daughters of 1812 from Lawrence, 

Kansas, said. "An enjoyable and entertaining 

family picture with some breathtaking 

views of the United States." "So 

delightful because we can identify ourselves 

so easily," Ethel W. HoUinger, Council of 

Catholic Women, Hollywood. 

"Good slapstick comedy," Arnold Marks, 

the Portland (Ore.) Journal. "Fine entertainment 

for the entire family. Well directed. 

Mirmelli deserves a word of praise. 

Scenery is beautiful," Mrs. Arthur D. Kerwin, 

the Greater Detroit Motion Picture 

Council. " 'Long, Long Trailer' for its fun," 

Elizabeth Murray, Long Beach (Calif.) 

Teachers' Ass'n. "I'm in favor of more 

comedies—especially this kind. It's great!" 

Leonard Clairmont, Swedish press correspondent, 

Hollywood. "A great book—a terrific 

picture. TV's two shining stars sparkle. 

The whole family will chuckle from start 

to finish," Jack Rockwell, Radio Station 

KFJI, Klamath Falls, Ore. 

"Ideal, light-hearted fun for any family," 

John B. Koffend, the Omaha World-Herald. 

"Lucille and Desi are just as good in 

the movies as they are on TV, and that 

means lots of hilarious entertainment for 

the entire family," Joann Fillingham, Radio 

Station KANS, Wichita. "All the possibilities 

of a fine script are expertly exploited 

to make a wonderful laughgetter for the 

whole family," Mrs Roderic B. Thomas, 

chairman of the Dallas Motion Kcture 

Board of Review. 

IT'S HARD TO SEE HOW THINGS COULD 

BE ANY WORSE ON THIS HONEYMOON 

Tacy Collini 

Lucille Ball 

Nicholas Carlos Collini Desi Arnaz 

Mrs. Hittaway 

Marjorie Main 

Policeman 

Keenan Wynn 

Mrs. Bolton Gladys Hurlbut 

The Cast 

Mr. Trewitt Moroni Olsen 

Foreman 

Bert Freed 

Aunt Anastacia 

Madge Blake 

Uncle Edgar 

Walter Baldwin 

Mr. JudloiD 

Oliver Blake 

Bridesmaid 

Perry Sheehan 

Production Staff 

Producer 

Director 

Screenplay 

Based on Novel by 

Photographed in Ansco Color 

Print by Technicolor 

Director of 

Photography 

Pandro S. Berman 

Vincent Minnelli 

Albert Hackett, 

Prances Goodrich 

Clinton Twiss 

Robert Surtees, A.S.C. 

Color Consultant Alvord Eiseman 

Music by 

Adolph Deutsch 

Art Directors 

Cedric Gibbons 

Edward Carfagno 

Film Editor Ferris Webster 

Recording Supervisor Douglas Shearer 

Women's Costumes 

Helen Rose 

Makeup 

William Tuttle 

î This Avrvd Is gncn each month by the National Screen Council on the basis of outttandlni merit 

and Mitability for family entertainment Council membership comprises motion picture editort. radii 

film cammentatort, and reorcsentatires of better film councils, civic tad educational er(aaiiaU«u

» 

Disney lo Produce 

26 Shows for ABC 

HOLLYWOOD—Confirming earlier reports 

of such a long-term partnership, Walt Disney 

and the American Broadcasting Co. jointly 

announced the signing of an exclusive agreement 

whereby the Disney organization will 

produce annually a minimum of 26 one-hour 

TV programs for ABC telecasting. The programs, 

to be produced at the Disney studios 

In Burbank. will be presented on the ABC-TV 

network beginning in October and continuing 

weekly thereafter. The time period and sponsor 

will be announced later. 

ABC also acquired exclusive rights to 

all present and future Disney properties for 

video for what the announcement said is an 

"extended period." 

Another commitment has been made between 

American Broadcasting-Paramount 

Theatres, Inc., ABC's parent company, and 

the Disney unit for the development of "Disneyland," 

to be located somewhere in southern 

California as an amusement park and 

production center. 

In the ABC-TV series present plans call 

for Disney to employ both nve-action and 

cartoon techniques. Additionally, Disney 

pointed out that his theatrical-picture program 

calls for 26 features, both Uve-action 

and cartoon, during the next five years as 

well as his company's customary output of 

shorts "by far the heaviest production schedule 

in our 25 years of picture-making." 

Stockholders Committee 

Seeks to Oust Rackmil 

NEW YORK—The position of Milton R. 

Rackmil as president of Universal Pictures 

as well as president of Decca Records has 

been attacked by the Decca stockholders 

protective committee headed by George L. 

Lloyd, 

insurance man and former Decca director. 

In a proxy statement mailed to stockholders 

the committee has called for his replacement 

by "a man noted as a motion picture 

company executive." 

The committee also said it wanted to replace 

him as Decca president with a "fulltime 

president, a man noted for his ability 

as a record company executive." 

Decca own 63 per cent of Universal stock. 

Decca revenue from records has recently 

decreased while that of Universal has grown 

steadUy. Universal stock during the week 

hit a new high on the New York Stock Exchange. 

The committee has nominated an entirely 

new board of directors to be voted on at the 

annual meeting of Decca Tuesday (13). The 

nominees are Robert S. Allen, Washington 

commentator; Michael Francis Doyle, Philadelphia 

lawyer; Lloyd, Bert Lytell, actor, and 

Spencer Samuels, art dealer. 

Alien withdrew his name Wednesday (71, 

saying he understood that Serge Rubenstein, 

millionaire draft dodger fighting deportation, 

had entered into the proxy battle and that he 

did not want to be associated with him. 

Rackmil had filed an affidavit with the 

Securities and Exchange Commission to the 

effect that Rubenstein had said he had 

financed the first Lloyd letter to stockholders. 

Lloyd termed the report "absurd." Rubenstein 

is credited with owning 40,000 shares 

of Decca. The Decca management is preparing 

a new letter to stockholders. 

Marcus Likes CScope 

But Not 'the 

Deals' 

MILWAUKEE—Ben Marcus, 

president 

of National Allied, likes Cinemascope 

and stereophonic sound, but he opposes 

"the type of deals exhibitors are being 

forced to accept" by 20th Century-Fox. 

He spoke at the annual convention of his 

home-state Wisconsin Allied Independent 

Theatre Owners Ass'n here Tuesday 

through Thursday. 

Marcus submitted figures which he 

claimed showed that the cost of Cinema- 

Scope and stereosound installations cannot 

be amortized during the present threeto-five-year 

agreement required by Ôth- 

Pox, and contended further that "in a 

couple of years along may come something 

else which might outmode your 

present equipment." 

He declared Allied is still waiting for a 

trial run of Cinemascope with and without 

stereosound. which 20th-Fox indicated 

during the National Allied session in Boston 

would be held. 

VistaVision Showing 

Set for Music Hall 

NEW YORK—VistaVision, Paramount's 

new wide-screen filming process, will have its 

first east coast demonstration at the Radio 

City Music Hall April 27, according to Barney 

Balaban, president of Paramount Pictures. 

"The demonstration will show clearly the 

tremendous new and added clarity, brilliance 

and sharpness which VistaVision brings to 

the screen. From the technical side, the 

showing will demonstrate the great capability 

and flexibility which VistaVision offers for 

large -screen presentation and will prove the 

advantages of height as well as width in bigscreen 

presentation," Balaban said. 

The VistaVision demonstration in the 6,000- 

seat theatre will take approximately an hour 

and wUl begin at 8:30 a.m. to permit the 

Music Hall to be cleared by 10 a.m. for regular 

business. 

Set May 17 Deadline 

For RKO Siock Sale 

NEW YORK—RKO Pictures 

stockholders 

wishing to exchange their stock for a payment 

of $6 a share should surrender it for 

redemption before the close of business May 

17, according to a statement to stockholders 

dated Thursday (8) and signed by James 

R. Grainger, president. 

Certificates for the stock should be surrendered 

to the Irving Trust Co., Corporate 

Trust Department, 1 Wall St., New York 15, 

N.Y., the redemption agent appointed by the 

board of directors. The company has deposited 

the necessary funds with the redemption 

agent. They total $23,i89,478, the 

amount paid by Howard R. Hughes in purchasing 

all assets of the company. 

The certificates should be accompanied by 

an enclosed transmittal letter. If the check 

representing the redemption price is to be 

made payable to the registered owner of 

the stock, the certificates do not have to be 

endorsed and no transfer taxes will be payable. 

The Grainger statement reviewed the 

Dover, Del., meeting March 18, at which the 

stockholders approved the sale to Hughes. 

It said that about 86 per cent of the outstanding 

stock, including stock owned by 

Hughes, was represented and the sale approved 

by an affirmative vote of about 98 

per cent of the stock represented. This revised 

slightly upwards the estimate given 

at the close of the meeting. The affirmative 

vote of shares not owned by Hughes alone 

constituted more than a majority of all 

shares entitled to vote. 

The sale was consummated March 31 at 

Wilmington, Del., when Hughes turned over 

his check for $23,489,478 to the company. He 

took ownership of all the interests formerly 

owned by the company in all its former subsidiaries, 

including RKO Radio Pictures, and 

all liabilities were assumed by RKO Radio 

Pictures which is not owned entirely by 

Hughes. 

The privilege to stockholders of surrendering 

their stock for cash does not extend to 

Hughes as the owner of 1,262,120 shares at 

the time he offered to buy the company. 

NEW MARVEL OF 3-D—Dr. Leon W. VFells. foreign-born engineer, holding the new 

Pola-Lite 3-D attachment. This unit when attached to a regular projection machine 

lens permits the showing of 3-D pictures on one strip of film. The system was successfully 

used at the Roxy Theatre in Detroit and the Fulton Theatre in Pittsburgh with 

Universal-International's "Creature From the Black Lagoon" and is now in production 

for immediate installations in theatres throughout the country. 

BOXOFFICE : : April 10, 1954 

17

N, Y. CENSORSHIP LEGISLATION 

IS lAWLESS; GOVERNOR TOLD 

IMPDA Joins Civil Liberties 

Union in Demanding a Veto 

And Asks Public Hearing 

By SUMNER SMITH 

NEW YORK—New York State Film censorship 

legislation seeking to define what 

is "immoral" and likely to "tiicite to crime" 

ignores the decision of the U.S. Supreme 

Court and in so doing "represents lawlessness," 

and Gov. Thomas E. Dewey should 

at least grant a public hearing before giving 

it his official approval. 

That was the decision reached at the 

annual meeting Tuesday y6) of the Independent 

Motion Picture Distributors Ass'n 

of America, and Arthur L. Mayer, its president, 

was empowered to forward its position 

to the governor. 

DISAGREE ON VAGUE TERMS 

The legislature had acted after the Supreme 

Court had ruled that terminology of 

the existing measure was vague. Opponents 

of the new legislation contend that the new 

definitions are just as vague in that they 

simply supply synonyms. 

Action by the IMPDA followed by one day 

a message sent Dewey by the Civil Liberties 

Union of New York. This asked for his veto. 

It said that the proposed amendments designed 

to strengthen the present censorship 

law "are unconstitutional and do not overcome 

the indefiiuteness of the present law," 

and that "when censors can decide what is 

good for the thoughts of persons, we have the 

foulest type of censorship." 

Attempts to kill two censorship bills pending 

before the legislature had been made by 

representatives of the Motion Picture Ass'n 

of America, and Dewey was appealed to at 

that time, but the bills passed the houses 

in which they were introduced by overwhelming 

majorities. 

Members of the organization at the meeting 

admitted they had little hope of favorable 

action by Dewey. The proposed legislation 

was characterized as strictly political 

in an election year and the product of Republican 

control of the legislatm-e and the 

state. But it was felt that an effort to win 

a veto should be made, at least for the record, 

on the possibility that the matter be taken 

again to the Supreme Court. 

SENATOR VOICES CRITICISM 

The Board of Regents, with its 12 Republicans 

out of a membership of 13, came in for 

criticism, chiefly by Fred G. Moritt, treasurer 

of Macdonald Pictures, who al.so is 

Democratic senator from Brooklyn. He labeled 

them "men in manufacturing and autas 

who .suddenly became experts in the educational 

field." He criticized the IMPDA for 

not employing a lawyer, "spending some 

money on lobbyists and trying to arouse the 

public so it will see not Mother Goose pictures 

but intelligent pictures." He called the legislation 

"lou.sy" and "contempt of the law." 

The authorization to Mayer to wire Dewey, 

which he did later in the day, followed a 

talk on foreign films and censorship by Dr. 

Hugh M. Flick, chief state censor, who enjoys 

Hughes May Distribute 

SinbacT Without Seal 

HOLLYWOOD—That Howard Hughes may 

be considering the release of a second consecutive 

RKO Radio feature sans the Motion 

Picture Ass'n of America's production code 

seal of approval appeared within the realm 

of possibility in connection with the upcoming 

distribution of "Son of Sinbad," a Technicolor 

musical featuring Dale Robertson, 

Mari Blanchard and stripteuse Lili St. Cyr. 

The Robert Sparks production, directed by 

Ted Tetzlaff, was recently submitted to the 

Production Code Administration and met 

with the same objection that was encountered 

only a short time ago by RKO's "The 

French Line"—a thumbs-down attitude 

toward a climactic dance sequence. In the 

earlier feature the terpsichorean effort featured 

Jane Russell, while in "Sinbad" the 

controversial dance number was performed 

by Miss St. Cyr. 

the respect of the industry. Flick said that 

European producers dealing with the importers 

should have a clearer knowledge of 

U.S. industry standards, and that the organization 

should make every effort to advise 

them, as the Motion Picture Ass'n of America 

does. 

"Why do you not do the same thing in certain 

areas?" he asked. "We, the censors, do 

not find fault with the substance but the 

degree of treatment of foreign pictures. That 

is a matter of direction." 

As an example, he cited three films produced 

from an identical script, one by an 

American, one by an Italian and the third 

by a Hungarian. He spoke of many "sexy" 

French films arriving here as not truly representative 

of the French industry. He suggested 

that the IMPDA enlist the aid of the 

United Nations in encouraging the importation 

of foreign films showing the true life 

of those countries. 

Mayer introduced Dr. Flick as "a scholar, 

a gentleman and a man of fine judgment 

although I loathe the institution he represents." 

Flick outlined the history of censorship, 

dating it back to the days of Plato, 

saying that the years had proved that 

"absolute freedom is not realistic." He said 

that under the present system film men have 

a definite place to go to lodge a protest, that 

appeals from decisions to the Board of Regents 

and, further, to the Court of Appeals 

cost nothing. 

Dr. Flick contrasted "post" censorship with 

pre-censorship, which he represents. By the 

former he meant police control from which 

appeals are a "slow, painful process." He 

characterized the motion picture production 

code as not providing for any appeal beyond 

the decision of the presidents of MPAA member 

companies. He said he personally hoped 

that some day his recommendation of a sys- 

RKO spokesmen said the company is now 

considering the question of whether to make 

the requested cuts and resubmit the opus to 

the PCA. In the meantime, however, prints 

of "Sinbad" in its original form have been 

sent out to RKO branch managers with the 

request that they screen the feature for 

censorship bodies in their respective communities. 

This move drew fire in one spot, Memphis, 

wliere it was shown to censor Lloyd Binford 

an3 banned forthwith by him when he voiced 

objections to the St. Cyr dance and other 

footage. 

At midweek James R. Grainger, RKO president, 

was quoted as declaring the company 

has not yet reached a decision as to whether 

"Sinbad" should be re-edited or released, 

without the PCA seal, in its original form. 

tem of grading pictures for different audiences 

would be adopted. 

In response to a question from Ephraim 

S. London, attorney who aided the late 

Joseph Burstyn in winning "The Miracle" 

case in the Supreme Court, Dr. Flick told how 

pictures previously turned down by his board 

can be resubmitted for examination under 

the latest decision of the Supreme Court. 

If no appeal had been taken from the ruling 

of his board, the request could be made to 

him. If appeal had been taken to the Board 

of Regents, request would have to be made to 

that board. 

RKO Sues Kansas Censor Board 

For Refusing 'Line' Permit 

KANSAS CITY, KAS.—RKO Radio Pictures 

Inc., has filed suit against the Kansas 

State Board of Review in the Wyandotte 

county district court because of the board's 

insistence that Jane Russell's dance in "The 

French Line" be eliminated before granting 

a permit for the film to be shown in Kansas. 

In so doing. RKO is challenging the constitutionality 

of one of the oldest state censorship 

laws in existence. 

Mrs. Fiances Vaughn, chairman of the 

board, classed the dance as vulgar in both 

action and costuming. She also called attention 

to the fact that it was not even approved 

by the motion picture code. The film opens 

April 21 at the Roxy, a Durwood Theatres 

house which fluctuates between a subsequent 

and first-run policy in Kansas City, Mo. 

RKO contends in the suit that it is being 

denied freedom of speech and of press and 

of due process of law, contrary to the Bill of 

Rights of the United States and of Kansas. 

It petitions the court to declare the board 

in excess of its powers and to have the board 

issue a permit to show the film. 

18 BOXOFFICE 

: 

: April 10, 1954

OOOQQaQQ'OQQQOQQOQOQQQQ QQQQ:QQQ-QQQQQQQ Qan,QQQQ^ 

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The BOXOFHGEBUYoffi.e Year! 

^ 

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Q: 

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o 

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0.1 

wonderful 

single-reel 

O 

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WALT DISN EY 

BIG-STAR NAMES! . . . Tops in Music! . . . Tops in 

"Mîtûee Musleafs " 

o 

J?

RKO Upping Producthn;^^:^^ 

7 Rolling Before June 

HOLLYWOOD—In apparent answer to 

questions that were raised, industrywide, as 

to what RKO Radio's production plans would 

be in the immediate future following the recent 

acquisition of sole ow-nership of the 

company by Howard Hughes, the studio in 

a prepared announcement said that seven 

pictures will be before the cameras by the 

last week in May. 

An analysis of the subjects listed for camera 

work reveals, however, that only two 

of them will be studio-produced and that 

the remaining five all had previously been 

announced for lensing by various independent 

film makers. 

Under the company's own aegis, a Thursday 

(151 start has been set for "The Conqueror," 

a historical drama in wide-screen 

and Technicolor, to be produced and directed 

by Dick Powell and starring John Wayne 

and Susan Hayward. It will be followed on 

the studio's docket by "Americano," also in 

wide-screen and color, on which considerable 

footage has been exposed on location in 

Brazil, this segment of the film having been 

produced by Robert Stillman. The cast toppers 

are Glenn Ford, Cesar Romero, Arthur 

Kennedy and Ursula Thiess. 

To be made independently for RKO Radio 

release are: 

"The Girl Rush," which Frederick Brlsson 

will produce under the banner of Independent 

Artists, starring Rosalind Russell. The tunefilm 

is slated for wide-screen and color, and 

will start prior to June 1, according to present 

plans. 

Two from Allan Dowling Productions— 

"Night Musio," now in work, with Linda 

Darnell and Dan Duryea co-starred, and 

Stuart Heisler directing, and "The Sea Is a 

Woman," to roll May 7, with Walter Doniger 

megging. 

Two from Benedict Bogeaus Productions— 

"Where the Wind Dies," a Cornell Wilde 

starrer which went into work Monday (5), 

with Harmon Jones directing, and "Cattle 

Queen of Montana," to be launched later 

this month with Barbara Stanwyck as star. 

Vhony Testimony Charge Stirs Probe 

On Mass. Two-Men-in-Booth Bill 

BOSTON—Massachusetts' two-man-in-abooth 

controversy, which has been in and out 

of the news the last four years, double-timed 

toward a climax following two major developments. 

On one hand the legislative committee on 

public safety started an investigation into 

what appeared to be phony testimony to influence 

passage of a bill to require two projectionists 

in a booth. 

The other development was a two-pointed 

decision by the state supreme court which 

upheld the right of the state public safety 

commission, which has charge of licensing 

motion picture theatres, to regulate the use 

of acetate safety film, and referred back 

for a rehearing by a superior court master 

the state commission's two-in-a-booth regulation. 

Back in September 1950, some 200 Massachusetts 

exhibitors filed suit to test the legality 

of commission's ruling requiring two 

men in a booth for "reasons of public safety." 

In 1952 Arthur Brown, superior court master, 

found that the two-man requirement adds 

nothing to safety in a booth. This finding 

later was made the official ruling by the 

superior court. 

The present supreme court ruling comes 

on an appeal of the Brown finding. 

The public safety committee, headed by 

Senator John Adams, manager for the old 

Mullin & Pinanski circuit and at one time a 

projectionist, launched an investigation leading 

to possible contempt proceedings into the 

introduction of an allegedly phony safety film 

at a hearing on a bill supported by the projectionists 

union. Adam.s had said that he understood 

that nitrate highly flammable) film had 

i 

not been used in theatres in this country for 

four or five years. Ttie union men asserted 

that so-called safety (acetate) film was not 

safe at all, and burned just as rapidly as the 

old nitrate film. They offered to put on a 

show for the committee in the projection 

room of the public safety department. 

So on March 25, Adams and six other committee 

members went to the projection room, 

where the union officials and projectionists 

showed two pieces of film, one said to be the 

old nitrate type and the other so-called safety 

film. The first went up with a woosh when 

lighted. To Adams' surprise, so did the other. 

Just then an exhibitor representative came 

in. When told of the test, he asked to see 

the piece of so-called safety film. On the 

top of this film, which pictured a union show 

of some years ago, were written the words, 

"DuPont nitrate." On the bottom were the 

words, "Eastman safety." The exhibitor representative 

pointed out that it was impossible 

for the nitrate film to be called 

safety 

film. 

With this, a genuine piece of safety film 

was produced. If a match was kept under 

this film, it burned with a small flame, but 

went out as soon as the match was taken 

away. 

Adams thereupon called the Kastman company 

to ask how the piece of film produced 

by the projectionists union and labeled "Eastman 

safety" could have burned so explosively. 

Eastman said that the words "Eastman 

safety" had been dubbed on an old nitrate, 

highly inflammable film. 

The lATSE union is urging house bill No. 

267, which in effect would require two men 

in a booth. Exhibitors are urging a bill to 

drop this requirement where safety film is 

used. 

NEW YORK—Twentieth Century-Fox will 

release 16 top-budget Technicolor features in 

Cinemascope during 1954, in addition to 12 

standard features. Two-thirds of the latter 

will also be in color to make a total of 24 

pictures in color for the year. 

In addition to the five CinemaScope pictures 

released in January, February, March 

and April, "Hell and High Water," "King of 

the Khyber Rifles," "New Faces," "Night People" 

and "Prince Valiant," the May Cinema- 

Scope release will be "River of No Return," 

starring Marilyn Monroe and Robert 

Mitchum, while the June CinemaScope release 

will be "Three Coins in the Fountain," 

starring Clifton Webb, Dorothy McGuire, 

Louis Jourdan and Jean Peters. 

"Demetrius and the Gladiators," the sequel 

to "The Robe," starring Victor Mature and 

Susan Hayward, will be released in mid-Jime, 

"Garden of Evil," starring Gary Cooper, 

Richard Widmark, Susan Hayward and Cameron 

Mitchell, will be released in July and 

"Broken Lance," starring Spencer Tracy, 

Gene Tierney, Richard Widmark, Katy 

Jurado and Robert Wagner, will be the 

August release. 

The fall CinemaScope program will start 

with Darryl F. Zanuck's first personal 

Cinemascope production, "The Egyptian," 

starring Edmond Purdom, Bella Darvi, Jean 

Simmons, Victor Mature and Michael Wilding. 

The five other CinemaScope features 

to be released in the last quarter of 1954 

will include: "A Woman's World," starring 

Clifton Webb; "Ice Capades," to be produced 

by Leonard Goldstein and Robert L. Jacks; 

"The Man Who Never Was," to be produced 

and directed by Nunnally Johnson; "The 

Racers," starring Kirk Douglas, and "There's 

No Business Like Show Business," Irving 

Berlin's musical, starring Ethel Merman and 

Donald O'Connor. 

Standard films to be released by 20th-Fox 

starting in April will be: "The Rocket Man" 

and "The Siege at Red River," in Technicolor, 

both in April; "Gorilla at Large," in 

Technicolor, 2-D and 3-D, in May; "Princess 

of the Nile," in Technicolor, in June, 

and "The Raid," "Tlie Gambler From 

Natchez," in Technicolor, and "Hawk of the 

Desert," later in 1954. Standard films already 

in release are: "Three Young Texans," "Miss 

Robin Crusoe" and "Racing Blood," all in 

color. 

20th-Fox Lists Installations 

For CinemaScope Films 

NEW YORK—Installation of CinemaScope 

equipment reached a new high April 3, 

according to branch manager reports to Al 

Lichtman, 20th Century-Fox director of distribution. 

These .showed that 311 additional 

theatres had installed or ordered the equipment, 

including stereophonic sound, for a 

U.S. total of 3,234. 

Atlanta reported 33 new installations in 

ten days. New York 20, Philadelphia 26, 

Jacksonville 18, Charlotte 19, Cleveland 15, 

Dallas 16. Memphis 17, Salt Lake City 12 

and from three to 11 from Albany, Boston, 

Buffalo. Chicago, Cincinnati, Denver, Detroit, 

Indianapolis, MinneapoUs, New Haven, New 

Orleans, Oklahoma City, Pittsburgh, Portland 

and Seattle. 

20 

BOXOFFICE : 

: April 10, 1954

-A 

,H»S WONDERFUL 

8 WEEKS 

New York, N. Y. 

7 WEEKS 

Buffalo, N. Y. (still playing) 

6 WEEKS 

Birmingham, Ala. 

Lansing, Mich. 

Pittsburgh, Pa. 

Salt Lake City, Utah 

(still playing) 

Minneapolis, Minn, (still playing) 

Detroit, Mich. h n 

Atlantic City, N. J. „ «, 

5 WEEKS 

Washington, D.C. 

Oakland, Cal. 

Baltimore, Md. 

Flint, Mich. 

Cincinnati, Ohio (still playing) 

Berkeley, Cal. n " 

Philadelphia, Pa. n n 

4 WEEKS 

Denver, Colo. 

Indianapolis, Ind. 

Des Moines, Iowa 

Charlotte, N.C. 

Boston, Mass. 

Providence, R.i, 

Fresno, Cal. 

ÔHoi 

New Orleans, La. 

Los Angeles, Cal. 

Toledo, Ohio 

Wichita, Kan. 

Wilmington, Del. 

Sacramento, Cal. (still playing) 

San Diego, Cal.

. . Alan 

. . 

ôUifjCvwfd ^cfront 

Albert Zugsmith Dissolves 

American Pictures Unit 

Active for the past three years in the realm 

of independent production and financing, 

American Pictures, headed by Albert Zugsmith, 

has decided to call it quits because of 

what Zugsmith. in a statement announcing 

the move, called "distribution problems facing 

the independent producer in today's market." 

The washup cancels out picture-making 

plans on several properties, including "The 

Naked World." "Conquest and Desire." "Female 

of the Town" and "Teen Age Gang." 

These and other yarns will be disposed of to 

other producers, according to Zugsmith. 

American Pictures turned out, during its 

life span. "Invasion. U.S.A." and "Paris 

Model." both for Columbia release, and was 

one of the participating partners in the 

lensing of "Top Banana." from the stage 

musical, which United Artists is distributing. 

Independent Film Makers 

Continue Brisk Activity 

Activity continued bri.sk among the independent 

fabricators of celluloid, as witness 

such newly-effected transactions as: 

Release through Paramount was arranged 

for "The Court Jester." second planned venture 

of Dena Pi'oductions. headed by Danny 

Kaye. Sylvia Pine (Mrs. Kaye). Norman Panama 

and Melvin Frank. This is the organization 

which made Kaye's current Paramount 

release, "Knock on Wood." In the new effort, 

to be filmed this summer in VistaVision and 

Technicolor, the carrot-topped comic is cast 

as a member of King Arthur's court who 

becomes involved in palace intrigue. Before 

stepping in front of the cameras, however. 

WINNERS ALL — Mutual 

Kaye will undertake a six-week vaudeville 

engagement in South Africa. 

A Texas financier and oil man, James Rad- 

congratulations 

were in order as Scenarist Valentine 

Davies, Producer Aaron Rosenberg and 

Davies' screenplay collaborator, Oscar 

Brodney, received the BOXOFFICE Blue 

Ribbon awards presented to them when 

the National Screen Council selected 

Universal - International's "The Glenn 

Miller Story" as the "best picture of the 

month for the whole family" to go into 

release in February. 

By 

IVAN SPEAR 

ford, organized James Radford Productions 

and. according to the announcement thereof, 

is bankrolling two currently-shooting features, 

"The White Orchid," lensed in Mexico 

by Producer-Director Reginald LeBorg for 

United Artists distribution, and "The Bandit," 

a Josef Shaftel production being megged by 

Edgar Ulmer. No release has, at this writing, 

been set for the latter. 

Finalizing preparations for the filming in 

England of "The End of the Affair," from 

the novel by Grahame Greene, David Rose's 

Coronado Productions tagged Edward Dmytryk 

to direct the subject, a starring vehicle for 

Deborah Kerr. With David Lewis producing, 

camera work is slated to begin in Britain in 

July, when Dmytryk has wound up his megging 

stint on "Broken Lance" at 20th Century-Fox. 

Producer Berman Swarttz inked Keefe 

("The Eddie Cantor Story" i Brasselle for the 

starring spot and Sidney Miller for a supporting 

role in his upcoming "Success Story." 

Scenarist Richard Murphy 

To Bow as a Director 

Short takes from the sound stages: Richard 

Murphy, veteran scenarist, will make his 

bow as a megaphonist on "The Gentle Wolfhound," 

from a New Yorker magazine story 

by E. J. Kahn, which Fred Kohlmar will 

produce for Columbia. Murphy recently left 

20th-Fox, where his last scrivening chore was 

on "Broken Lance" . Ladd Enterprises. 

Inc., has been set up by the actor to indulge 

in various activities, including the making of 

. . . "Little Boy Blew." 

. . . 

a radio and TV series (with Ladd starring 

in the former but not the latter) and a group 

of theatrical features 

a United Productions of America cartoon, has 

been given a special citation by the Edinburgh 

International Film Festival, along with 

"Martin Luther." produced by Louis De- 

Rochemont Associates, and Walt Disney's 

"The Olympic Elk" Succeeding Barnett 

Shapiro, who resigned recently. James Weinberg 

has been named resident studio attorney 

at Allied Artists. He has been with the 

AA legal department .since early in 1952 . . . 

Richard Landau has headed for London for 

an eight-month stretch as U.S. liaison and 

representative of Robert L. Lippert on five 

features planned for lensing as part of an 

Exclusive Films-Lippert co-production program 

for 1954. 

Several Players Receive 

Casting Assignments 

Gearing for an impending upswing in production. 

MGM took off on a casting spree. 

Lana Turner. Robert Taylor and Grace Kelly 

drew the toplines in "The Cobweb," while 

Taylor—who will also head the cast of 

"Rogue Cop"—was joined in the latter vehicle 

by Janet Leigh, George Raft and Steve Forrest. 

Leo also inked Donna Reed for "The 

Last Time I Saw Paris" and Charlita for 

"Green Fire" . . . Columbia set Dianne 

Foster and May Wynn for toplines with 

Glenn Ford. Barbara Stanwyck and Edward 

G. Robinson in "The Bandits." an outdoor 

drama in Cinemascope and Technicolor. 

Marlon Brando, 20th-Fox 

Again in Good Graces 

In a come-home-all-is-forgiven-move, 

the contractual relationship between 

Marlon Brando and 20th entury-Fox is 

again on a pal.sy-walsy basis and the 

studio has withdrawn is $2,000,000 damage 

suit which was filed again.st the actor 

when he failed to report in time to take 

over the title role in "The Egyptian." 

An amicable solution of the impasse 

resulted in an announcement by Darryl F. 

Zanuck. 20th-Fox's vice-president and 

production chief, that costs run up by 

delays in launching "The Egyptian" due 

to Brando's non-appearance would be 

"borne by Brando and the studio," presumably— 

though not so specified—on a 

50-50 basis. Brando is definitely out of 

the cast, however, Edmund Purdom having 

been borrowed from MGM for the assignment. 

Brando will check in early in June to 

undertake the portrayal of Napoleon, with 

Jean Simmons as his co-star, in "Desiree," 

Cinemascope version of the bestselling 

historical novel by Annemarie 

Selinko. which will be produced by Julian 

Blaustein and megged by Henry 

Koster. 

At the height of the Brando-20th-Fox 

feud, when the damage suit was filed in 

federal court in New York, the actor's 

legal representatives had contended he 

was unable to report for his role in "The 

Egyptian" because of "personal and professional" 

difficulties and declared he 

was. at that time, undergoing psychiatric 

treatment In the east. 

'Mary Anne' Novel Bought 

For Lensing by MGM 

"Mary Anne," Daphne du Maurier's newest 

novel, which will be a Book-of-the-Month 

club selection for July, was added to the 

MGM docket, where the film version thereof 

will be produced by John Houseman . 

Another literary purchase fell through, however, 

when Universal-International canceled 

out its 

Chance" and the services of Vincent Sherman 

to direct it when it was learned that the 

author, Ned Young, last spring invoked the 

protection of the Fifth Amendment when he 

appeared as a witness at a probe conducted 

by the house un-American Activities Committee. 

Sherman and U-I called off their 

agreement upon learning of Young's background. 

deal for the acquisition of "Ghost of a 

Universal Plans to Produce 

Benny Goodman Biography 

The same producer and writer responsible 

for Universal-International's "The Glenn 

Miller Story"—Aaron Rosenberg and Valentine 

Davies. respectively—will be teamed 

again by the studio on another musical biography. 

"The Life of Benny Goodman." It 

is scheduled for fall production, with Goodman, 

the famed clarinet virtuo.so and orchestra 

leader, doing the recordings for the 

musical numbers. No one has been set as 

yet to portray him in the picture. 

22 BOXOFFICE April 10, 1954

Brisson Says Golden Era Now Faces Independent Producer 

NEW YORK—Because of a "complete reversal" 

in major producing company policy, 

the independent producer has a golden opportunity 

to establish himself firmly in the 

industry, an opportunity that has not been 

his since 1948 when he suffered from the 

inroads of television. 

The statement was made Monday (5) by 

Frederick Brisson, who is preparing to start 

"The Gold Rush" in June with Rosalind Russell, 

his wife. It will be photographed with 

Vista Vision cameras and in Technicolor. 

Brisson based his statement on the reluctance 

of major companies, which are interested 

in top-budget pictures with the latest 

technological developments, to carry 

high salaried stars any longer on their payrolls, 

and the fact that the use of their 

finely equipped studios, now idle for periods 

of time, are available to the independent. 

He said that Billy Wilder was expected to 

sign up with Allied Artists, and he mentioned 

Stanley Kramer and William Goetz 

as others planning to go it independent. He 

predicted that RKO, because of Howard 

Hughes' interest in independent production, 

would encourage it. RKO has a small financial 

interest in his picture. 

Brisson described Hollywood as worrying 

about the future because of the necessity for 

a standardization of technological developments. 

He said the community was waiting 

for recommendations from exhibitors, and 

thought these ought to be forthcoming within 

30 to 60 days, including VistaVision, which 

Frederick Brisson, who will be the first 

independent producer to photograph with 

the Paramount process when he makes 

"The Girl Rush" in Technicolor for RKO 

release. It will star Rosalind Russell. 

will be demonstrated soon in the east. 

The producer, who is the husband of Rosalind 

Russell, has allotted a budget of $2,500,- 

000 for "The Girl Rush," but admitted he 

might have been optimistic in setting that 

figure. The picture will be made in Las 

Vegas and some dependence is being placed 

on the fact its star recently completed 15 

months in "Wonderful Town," Broadway 

stage success. 

Then he talked about Broadway and Hollywood 

tieups. He said he could not hope to 

compete with bigger companies for the purchase 

of Broadway hits, so he was putting on 

his own Broadway show, a musical titled 

"The Pajama Game," which he will film in 

1955. It will have a tryout Monday (12) in 

New Haven and open here May 4 at the St. 

James Theatre. He saw no reason why good 

pictures should not have as long runs as 

hits on the stage. 

Brisson criticized distributors who reduced 

advertising budgets for economy reasons. He 

said he believed thoroughly in the value of 

advertising, starting with trade outlets and 

going on to national media. 

Technicolor is now transforming two cameras 

into VistaVision-process cameras for him. 

He said the process provided better photography 

without distortion and that through 

use of the Tushinsky lens its pictures can 

be projected on any screen. Paramount is 

using VistaVision in the making of three 

pictures, and the Brisson picture for Independent 

Artists will be the fourth in Vista- 

Vision. Brisson did not know when Vista- 

Vision will be available to other producers. 

'Country Priest' to Brandon 

NEW YORK — "Diary of a Country Priest," 

French film directed by Robert Bresson and 

based on the novel by George Bernanos, will 

be distributed in the United States by Brandon 

Films. It will open at the Fifth Avenue 

Cinema, New York, April 5. 

COLUMBIA PICTURES ANNOUNCES THAT PRINTS OF THE FOLLOWING 

PICTURES ARE NOW AVAILABLE IN 

OUR EXCHANGES FOR SCREENING 

MASSACRE 

CANYON 

Starring 

BIIIIRY SUILIVIUI 

with 

LUTHER ADLER 

JohnBaerAdeleJergens 

Jbi) ud SoMO Pliy by ROBERT E. KENT • Muctil bi SAM IUT7M AN 

Dincted by FRED F. SEARS 

-PHIL CAREY 

AUDREY TOTTER 

Douglas Kennedy 

• Jeff Donnell 

Guinn Williams 

Story and Screen Play by DAVID LANG 

Produced by WALLACE MacDONALD 

Directed by FRED F. SEARS 

General Release: May 

General Release: May 

BOXOFFICE : 

: April 10, 1954 .23

- 

LETTERS 

Credits C-S With Public Interest Revival 

To BOXOFFICE: 

Seldom, if ever, do I contribute to the 

columns of your magazine but today I feel 

like pounding out a line or two—so, here goes. 

There seems to be a great deal of criticism 

directed against Spyros Skouras and 

others who have been active in the development 

of Cinemascope and stereophonic 

sound. And this criticism, in part at least, 

is not exactly fair. While 3-D and Cinema- 

Scope may not be the "answer," both processes 

have created a tremendous new interest in 

movies. 

However, as so many have aptly expressed 

it, good movies are the answer and not any 

certain process. There is nothing wrong with 

the grosses that are being piled up by such 

films as "The Glenn Miller Story," "The 

Long. Long Trailer," "So Big," "Calamity 

Jane," "From Here to Eternity" and "The 

Moon Is Blue." 

While I cannot prove my contention, I, 

nevertheless, very firmly believe that the 

above pictures, presented on a wide screen 

with good lenses and plenty of light power 

plus good sound, will gross even as much in 

the small town as the big ones will with 

Cinemascope. However, it is my conviction 

that we must not criticize Fox or any other 

company for making tremendous efforts to 

attract new patrons to the boxoffice. 

TV is rough competition, yet, if TV had 

not been developed, the movies would have 

stagnated themselves completely out of business. 

So, let us look at it as an aid rather 

than a handicap. 

I hope all of the producers will settle 

down with the experimenting they have been 

conducting and go ahead with the making 

of good pictures. Some of my most intelligent 

patrons can note very little improvement in 

motion picture entertainment in some of the 

lesser Cinemascope and stereophonic sound 

presentations. 

L. E. PALMER 

Iris Theatre, 

Postville, Iowa 

Interest Shown in Kroger Babb Article 

To BOXOFFICE: 

You might be interested to know that I 

was in Memphis when the article "Heaven 

With a White Fence Around It" appeared in 

BOXOFFICE. The comment in Memphis was 

nothing short of terrific. 

I flew on down to Dallas and attended two 

days of the Variety Club convention and 

there was much favorable mention and general 

talk about the article there. 

Upon reaching Wilmington Sunday night 

I found in my mail a letter from "Hen" 

Stowell—one of the west coast's best advertising 

men and artists. I am attaching it 

because I believe you might like to read it. 

President 

Hallmark Productions, Inc. 

Wilmington, Ohio 

Dear K. Roger: 

KROGER BABB 

I spent an enjoyable and enlightening 15 

minutes reading that "sizzler" of yours. It 

sizzles, no mistake about that; yet it was 

more than just sizzle; it was rich with juicy 

mouthfuls of good red meat. Were I one 

of the nation's exhibitors, flea trap or movie 

palace, you can bet my thoughts would be on 

upping decidedly my future advertising 

budget. If your blast didn't snap 'em out of 

their sleep walking, they're dead—not asleep, 

and there's no alternative but to bury them. 

Of course, I agree 100 per cent. I can 

recall those invigorating days when showmen 

were virile animals, not creeping bones. 

Something may be said for coyness when 

taking a shower, but certainly not when exploiting 

a motion picture. 

I hope, for the good of the industry, as 

well as those depending upon it for a livelihood, 

that your article did make the impact 

it deserved to make. With that thought 

provoking heading, "Heaven With a White 

Fence Around It," I can't picture any BOX- 

OFFICE reader so weak in curiosity he'd pass 

up what you had to say. Once he started 

on that sizzler it'd be like biting into a juicy, 

tender, sizzling Kansas City steak, with the 

first bite whetting an appetite that couldn't 

be denied until the last bite. 

Basically, I'd interpret your article as an 

appeal for courage—that gambling spirit 

which spells success, rather than the current 

nongambling, craven urge for security which 

can end only in failure. 

Henry C. Stowell 

Hollywood, Calif. 

HENRY C. 

Impressed by Babb Article 

To BOXOFFICE: 

STOWELL 

I have just finished reading over your 

Canadian edition of BOXOFFICE, March 20, 

and amongst all of the excellent articles and 

features in your magazine, I was particullarly 

impressed with the article or interview 

with Kroger Babb. 

How true the statements are as made by 

Mr. Babb. Fortunately we have lots of exhibitors 

who are in the top drawer category 

but there are many others who take the line 

AWARDS FOR CINERAMA — .Nlerian 

C. Cooper (left), co-producer of "This Is 

Cinerama," and Le.ster B. Isaac, director 

of Cinerama exhibition, receive a framed 

set of resolutions from Louis C. Miriani, 

president of Detroit's Common Council, 

during the celebration marking the first 

year anniversary run of Cinerama at 

Detroit's Music Hall Theatre. The citation 

was presented for "entertaining more 

than three-quarters of a million of our 

citizens and vLsitors during the past year 

and for setting a record for any entertainment 

in our history." 

In the Newsreels 

Movietone News, No. 29: Graphic pictures of first 

H-bomb blost in Pacific. 

News of the Day, No. 263: The H-bomb. 

Paramount News, No. 66: H-bomb special. 

Universal News, No. 557: H-bomb story; fashions 

in Hollywood 

Warner Pothe News, No. 68: First H-bomb blast. 

Movietone News, No. 30: Paris extremists in 

shameful not of Eternol Light; Lebanon students 

In protest riot; 1,500 saved from sinking liner; 

Hellenes fete independence; Aly Khan host to Gene 

Tierney; AFL union exhibits seven-doy wonder of 

craftsmanship; sports— Royal Tan wins Grand 

Notional by nose; skiers leap at Oregon meet. 

News of the Day, No. 264: Paratroops fight to 

break siege in Indo-China; strife in Fronce; Korean 

orphan fmds home in United States; President opens 

cancer drive; wild riot in Lebanon; Grand National 

steeplechase; Brennon starts Irish training; high diving 

thriller. 

Poramount News, No. 67: Circus has charity premiere; 

students riot In Beirut; General Vondenburg 

mourned; shootists relieve Indo-China fortress; Grand 

National 

Universal News, No. 558: Indo-China; Beirut riots; 

stone lontern; Notre Dame football training; Germany—dog 

show; Grand Notional. 

Worner Pothe News, No. 69: Mob roughs up 

premier of France; Algiers—blast, fire sweeps ship, 

1 ,500 soved; cops, students slug it out in Lebanon 

riot; Indo-China—crisis at Dienbienphu; Florida—big 

premiere held for "Lucky Me"; sports— North American 

ski jump championships; Grand National. 

American Newsreei, No. 613: J. Ernest Williams is 

sworn in as assistant secretary of labor; Dr. H. E. 

Lee to join Houston board of health; National Urban 

league presents awards; 5,000 crowd Not "King" 

Cole's birthday ball and bon voyage party in New 

York; funeral in New York of Dusty Fletcher, comedian; 

Willie Moy's return boosts Giants' pennant return; 

50 schools vie in state band festivol at Prairie 

View, Tex. 

Telenews Weekly, No. 14: Violent riots rock Near 

East; armed forces—navy; future in focus; science 

ond industry—Canada, Chile; the H-bomb. 

of least resistance and they are just strictly 

exhibitors and not .showmen. 

F. H. FISHER 

General Manager, 

J. Arthur Rank Film Distributors, Ltd., 

Toronto, Canada 

Adds Commandments for 

To BOXOFFICE: 

Projectionists 

I would like to add a few more items to 

Donald Jordan's "Ten Commandments for 

Projectionists" (March 27, BOXOFFICE i. 

1. Don't put motor cues 20 feet before 

the changeover. There should be no need 

to alter the standard distance between cues. 

2. If you get a new print and it is necessary 

to splice some trailers on the front of it, 

make the cut half way between the fade-in 

and the number 3. Some fellows cut it after 

the fade-in of the title, and everyone after 

him does the same. By the time those in the 

subsequent run houses get the print, half of 

the trademark is gone. To be able to play 

the first note of the orchestra on the fanfare 

is good sliowmanship. 

3. On the last show, make sure the film 

is wound evenly on the shipping rule before 

you force it into those bent film cases. 

If all operators were like Don Jordan, 

maybe we could still get a print of those 

good films of a few years back for a repeat. 

Projectionist, 

Prospect Theatre, 

Mt. Prospect, 111. 

BILL GROF 

24 BOXOFFICnE : : April 10. 1954

SSthANJV/^^^ 

1919 1954

United Artists Celebrates united Artists Firsts' 

35th Anniversary, With 

Outlook Brighter Than Ever 

A Team of Smart Young Men Has Given a 

To a Distribution Company With an Illustrious 

NEW YORK—United Artists reaches the 

35th anniversary of its corporate existence 

Saturday 117) to climax world-wide observance 

tinged with jubilation. The jubilation, 

however, is due principally to the third 

anniversary of the present management which 

passed unnoticed February 15. 

Most of the ups and downs of the previous 

32 years could be called history—an interesting 

history, too. because it marked the test 

of a theory that independent artists could 

make their own pictures and sell them—but 

the last three years have been a period of 

spectacular effort to pump new life into the 

original theory with modifications required 

by the changing economic conditions of a 

disturbed world. 

HAS LOST ITS 'LIMP' 

In three years United Artists has lost its 

limp and seven young men are flushing out 

new independent producers, new financing 

and new customers with the enthusiasm of 

a team of recruit ball players determined to 

settle for nothing less than a World Series 

victory. 

That adds special interest to the 35th anniversary 

of the company. Another factor that 

makes the event newsworthy is the fact that 

the United Artists team is trying to get all 

the good product it can find while some companies 

are limiting releases in the midst of 

the confusion over new production and projection 

techniques. UA product announcements 

make cheerful reading for nervous exhibitors 

these days. 

In case there may be a few readers who do 

not know this team, it is made up of: 

Arthur B. Krim, president: Robert S. Benjamin, 

chairman of the board: William J. 

New Drive 

History 

Heineman. vice-president in charge of distribution; 

Matthew Fox; Max E. Youngstein. 

vice-president with supervision over advertising, 

publicity and exploitation: Arnold Picker, 

vice-president in charge of foreign distribution, 

and Seymour Peyser, vice-president and 

general counsel. 

When this group took over, their announcement 

made much less of an impression than 

the original pronouncement of Douglas Fairbanks, 

Mary Pickford. D. W. Griffith and 

Charles Chaplin to the effect that they had 

incorporated "to improve the photoplay industry 

and its artistic standards, and the 

methods of marketing photoplays." 

If they had said: "We will be the Tiffany of 

the film business," exhibitors would have 

taken their word for it. The rank and file 

of men operating theatres had very little 

interest in raising the artistic standards in 

those days. What interested them was the 

news that the four top boxoffice figures in 

the business were going to make pictures. 

BEGINS WITH PRESTIGE 

Everything about the new venture had prestige 

and distinction. William Gibbs McAdoo. 

secretary of the treasury in President Wilson's 

cabinet, was the general counsel; Oscar Pi'ice, 

who had been chief publicity man for the 

Ti-easury Department during World War I, 

was first president. This was the first time 

national figures outside the entertainment 

field had joined in a film producing organization. 

The net result was that men and women n all 

walks of life who had been looking down their 

noses at the expanding film business became 

interested in it from a new point of view. 

Hiram Abrams became general manager 

Five of the young men who have given spark to a revitalized United Artists organization. 

Left to right: Arnold Picker, vici'-president in charge of foreign distribution; 

William Heineman, vice-president in charge of sales; Robert S. Benjamin, chairman 

of the board; Arthur Krim, president; and Max Youngstein, vice-president who supervises 

advertising aud publicit.v. 

In Film History 

First to form group of outstanding independent 

producers with complete control over 

their individual productions. 

First to secure the services of a cabinet 

member— William Gibbs McAdoo, secretary 

of the treasury in President Wilson's cabinet 

— to guide the stort of the new company 

April 17, 1919. 

First to introduce percentage pictures. It 

was the idea of Hiram Abrams, first general 

manager and then president. The picture 

was Mary Pickford's "Pollyonna," released 

Jan. 25, 1920. 

First to take in an outstanding foreign 

producer—Alexander Korda, June 5, 1935. 

This started a free exchange of Americon 

and foreign artists. 

First to attempt to get along with no talent 

contracts. 

First to release a successful feature in 

color— Douglas Fairbanks' "Block Pirate" in 

1926. 

Seymour Peyser, 

General Counsel 

in May 1919 and 13 

months later was 

named president. The 

prestige of the company 

was so great that 

he introduced percentage 

selling. The 

theory was that exhibitors 

would be allowed 

to share m the 

huge profits to be expected 

from the new 

star combination. 

The first product 

convinced the public 

and exhibitors that the founders could and 

would "improve the photoplay and its artistic 

standards," 

In October 1919. Douglas Fairbanks released 

"His Majesty, the American" in time to open 

at the luxurious new Capitol Theatre. New- 

York. The following January. Mary Pickford 

put "Pollyanna" on the market and, shortly 

afterwards, D. W. Griffith released "Broken 

Blossoms." Charles Chaplin introduced a new 

directional and acting technique in "Woman 

of Paris," which came out in 1923. The delay 

was due to the fact that, during this period, 

Chaplin was still under contract to First 

National. 

GETS A SUPERSONIC START 

This kind of product released during a 

period of booming national prosperity gave 

United Artists a supersonic start before anybody 

knew there was a sound barrier. 

During 1920. the partners turned out two 

films each and UA took over a revival of 

Griffith's "Birth of a Nation." made in 1915. 

but it soon became apparent that bigger and 

better pictures and improved artistic standards 

were fine if they didn't reduce the supply 

of films. Maintaining a distributing organization 

meant overhead and overhead is like the 

babbling brook: it keeps right on down hill. 

Fairbanks, Pickford, Griffith and Chaplin 

couldn't increase their output, so they decided 

to take in outside product. 

Among these were: "I Accuse," a French 

drama based on the Dreyfus affair: "The 

26 BOXOFTICE : 

: 

April 

10, 1954

Man Who Played God," starring George 

Arliss; Rex Beach's "Iron Trail," Ibsen's "A 

Doll House," starring Alia Nazimova and 

AUan Hale; "Paddy the Next Best Thing," 

starring Mae Marsh, and "Beloved Rogue," 

with John Barrymore; Rudolph Valentino's 

"The Eagle" and "Son of the Sheik"; Charles 

Ray's "The Girl I Loved"; "Topsy and Eva," 

with the Duncan sisters; Buster Keaton's "The 

General"; Tolstoy's "Resurrection," starring 

Rod LaRocque, and others. 

Joseph M. Schenck entered the company 

as an owner-member in December 1924. This 

was a departure from the original setup, but 

Schenck proved to be a revivifying influence. 

He was elected chairman of the board and 

induced Samuel Goldwyn to join as a member-owner 

in 1927 after he had contributed 

four pictures. 

Gloria Swanson also became a producerowner. 

Everybody with standing wanted to make 

pictures or act in them for United Artists release 

during that period and up to and including 

the early days of the depression 

around 1932 and 1933. 

A DISTINGUISHED ROSTER 

Among the directors were: Fred Niblo, 

Roland West, Raoul Walsh, Lewis Milestone, 

Henry King, Victor Fleming, Herbert Brenon, 

Alan Dwan, Rex IngTam, Edmund Carewe, 

Tliornton Freeland, Edmund Goulding, 

Wesley Ruggles, George Fitzmaurice and 

King Vidor. 

The star roster was equally distinguished 

Gilda Gray, Norma Talmadge, Gloria Swanson, 

Corinne Griffith, Mary Philbin, Dolores 

Del Rio, John Barrymore, Jean Hersholt, 

Vilma Banky, Ronald Colman, Anna Q. Nillson, 

H. B. Warner, Eleanor Boardman, Constance 

Talmadge, Fannie Brice, Eddie Cantor, 

Jeanette MacDonald, John Boles, Walter 

Huston and Jean Harlow. 

The depression of the 30's; the introduction 

of double features; the death, retirement, or 

decreasing activities of the original founders; 

the fading of old stars and the emergence of 

new ones demonstrated that a new type of 

leadership was needed in United Artists. 

It was no longer a mere routine of waiting 

for producers to ask for distribution; something 

had to be done to attract them. This 

was done up to a point. Walter Wanger, 

Edward Small and Hal Roach supplied product, 

but by 1940 the company was something 

less than prosperous. 

Chaplin and Miss Pickford were the only 

founders still active. Griffith retired in 1933; 

Fairbanks had died in 1939. Schenck had 

withdrawn; Goldwyn and Korda withdrew; 

David O. Selznick, who had been elected a 

partner in the late 30's, resigned. 

The overhead for the worldwide distributing 

organization went on. 

BIG PICTURES DELIVERED 

Some big pictures were delivered, among 

them "Red River," "I'll Be Seeing You" and 

"Spellbound," which were huge moneymakers. 

This was the period of the wartime 

prosperity. 

And then came 1946 and television. "Body 

and Soul," "Henry V," "Champion" and 

"Home of the Brave" were important profitmakers, 

but there were not enough pictures. 

During the latter half of the 40's there 

were rumors that the company might suspend. 

There were several efforts to make a 

new start, but the outlook did not improve. 

Late in 1950 Krim and his associates began 

negotiating with Mary Pickford and Chaplin 

for control. On Feb. 15. 1951, they took over 

provisional 

control. 

A happy moment In 1919, shortly after these four famous filmland personaUties 

announced formation of United Artists. It is one of the memorable photos in the UA 

scrapbook. Left to right are Douglas Fairbanks, David Wark Griffith, Mary Pickford 

and Charles Chaplin. 

Their average age is 40 years and seven 

months, so what they know about the founding 

of the company they had to read some 

place, or listen to their elders. Their agreement 

with Chaplin and Miss Pickford provided 

that if they could get the company out 

of the red in the first three years they would 

be able to buy a controlling interest. They 

turned the trick in the first six months and 

became owners of 8,000 shares, with a ten-year 

voting control of the remaining shares owned 

equally by Chaplin and Pickford. 

It was a triumph of enthusiasm and persuasive 

talent. Their first job was to find 

financing for independent producers who 

were meeting almost insuperable obstacles 

at that time. 

Then they had to have a supply of pictures 

to keep the company operating pending receipt 

of new product. In the first three 

months they acquired "He Ran All the Way," 

"Fabiola" and "Cyrano de Bergerac," which 

grossed more than $1,000,000. 

Krim, Heineman and Youngstein had been 

with Eagle Lion and knew about the huge 

accumulation of product that company had 

when it suspended distribution. 

Douglas Fairbanks and Mary Pickford, 

two of the founders of United Artists, as 

they starred in "The Taming of the 

Shrew," released by the company in 1929, 

ten years after the company was formed. 

While Krim was on the coast, Benjamin 

succeeded in making a deal for the entire 

Eagle Lion lineup, although he knew much 

of it would be unsuitable for United Artists. 

It was a major coup. 

Then the new management set about the 

task of consolidating their position in order 

to insure a continuous flow of product. 

FIRST IN THE FOLD 

The first to come into the fold were S. P. 

Eagle and John Huston, whose "African 

Queen," starring Humphrey Bogart and 

Katharine Hepburn, was an enormous moneymaker 

and set a new trend of African pictures. 

The same was true of Stanley Ki-amer's 

"High Noon," and of Huston's "Moulin 

Rouge." Also highly profitable was the first 

3-D pictm'e, "B'wana Devil," and "Melba," 

which introduced a wide screen and stereophonic 

sound. 

Looking ahead, the UA team was confident 

the 1953-54 schedule was more than 

merely reminiscent of the good old days 

it was their equal. 

It included such films as James A. Michener's 

"Return to Paradise," directed by Mark 

Robson and staiTmg Gary Cooper, who had 

won his second Academy Award for his performance 

in "High Noon"; "The Moon Is 

Blue," starring William Holden, David Niven 

and Maggie McNamara, and directed by Otto 

Pi-eminger; Mickey Spillane's "I, The Jury" 

and 'The Long Wait," produced by Victor 

Saville, and John Huston's "Beat the Devil," 

starring Humpni-ey Bogart, Jennifer Jones 

and Gina Lollobrogida. 

ALSO Anatole Litvak's "Act of Love," starring 

Kirk Douglas in an adaptation by Irwin 

Shaw of Alfred Hayes' best selling novel, 

"The Girl on the Via Flaminia"; "Man With 

a Million," based on Mark Twain's "The 

Million Pound Bank Note," Technicolor comedy 

starring Gregory Peck; Joseph L. Mankiewicz's 

"The Barefoot Contessa," romantic 

Technicolor drama starring Humphrey Bogart 

and Ava Gardner; "Apache," Technicolor 

adventure drama stamng Burt Lancaster; 

Robert Rossen's production of "Alexander the 

Great"; H. E. Bates' "The Purple Plain," 

starring Gregory Peck; Stanley Ki-amer's 

production of "Not As a Stranger" and Paul 

Gregory's "The Night of the Hunter," directed 

by Charles Laughton and starring 

Robert Mitchum. 

BOXOFFICE : 

: April 10, 1954 27

Victor Saville 

Congratulates 

United Artists 

on its 

35th ANNIVERSARY 

NOW IN RELEASE 

1, THE JURY" 

NOW COMPLETED 

"THE LONG WAIT" 

• 

NOW IN PREPARATION 

"KISS ME DEADLY" 

"MY GUN IS QUICK" 

"« QUANTA V

The Hecht-Lancaster Organization Congratulates 

United Artists on its 35th Anniversary . 

. . 

and proudly announces its schedule for UA release: 

COMPLETED: 

BURT LANCASTER & JEAN PETERS IN "APACHE" 

SHOOTING: 

GARY COOPER & BURT LANCASTER IN "VERA CRUZ" 

IN PREPARATION: "THE WAY WEST," "GABRIEL HORN" 

"TRAPEZE," "OPERATION HEARTBREAK," "MARTY" 

BOXOFFICE : 

: April 10, 1954 29

56 Features 

APACHE (Hecht-Loncaster Production) Buff Lancaster, Jean Peters 

NEW YORK—In its 35th Anniversary Year. 

United Artists will have by far the largest 

release output of any of the major companies 

—at a time when most of the companies are 

cutting down theii- release schedules by eliminating 

the lesser, or program, pictures. 

In 1953, United Artists had 47 new features, 

plus two reissues, for release and for 1954 may 

have as many as 56 features on the agenda. 

The first three months of UA's anniversary 

year saw the release of 14 features, including 

"Gilbert and Sullivan." in Technicolor, starring 

Maurice Evans and Robert Morley: "Act 

of Love," with Kirk Douglas and Dany Robin; 

'Beat the Devil," starring Humphrey Bogart, 

Jennifer Jones and Gina Lollobrigida; "The 

Man Between," with James Mason. Claire 

Bloom and Hildegarde Neff; "Top Banana," 

the picturization of the Broadway musical hit 

starring Phil Silvers and the entire stage cast: 

"Personal Affair," starring Gene Tierney, 

Leo Genn and Glynis Johns; "Beachhead," 

starring Tony Curtis, Mary Murphy and 

Frank Lovejoy; "Go, Man Go!" starring Dane 

Clark and the Harlem Globetrotters; "The 

Golden Mask," starring Van Heflin. Wanda 

Hendrix and Eric Portman, and "The Conquest 

of Everest," the story of the Hunt- 

Hillary expedition. 

VERA CRUZ 

(Hecht-Loncaster 

Gory Cooper, Burt Lancaster 

Production) 

OTHELLO Orson Wells, Suzanne Cloutier HEIDI Elsbeth Sigmund, Thomas Klannath 

(Orson Wells Production) (Lazar Wechsler Production) 2^ 

MAN WITH A MILLION (J. Arthur Rank Production) 

Gregory Peck BEACHHEAD (Aubrey Schcnck) Tony Curtis, Frank Lovejoy, Mary Murphy 

30 

BOXOFFICE 

: 

: April 10, 1954

3n 

UA Schedule This Year 

others current are: "Wicked Woman," 

"Riders to the Stars," "Overland Pacific" and 

"Tlie Scarlet Spear." Eight of the 14 features 

are in color. 

Starting in April, the beginning of the 

35th Anniversary Drive, United Artists, which 

was incorporated April 17. 1919, will distribute 

such outstanding features as "The Adventures 

of Robinson Crusoe," in PatheColor, based 

on Daniel DeFoe's immortal classic, with 

Dan O'Herlihy in the title role: "Heidi," produced 

by Lazar Wechsler in Europe, starring 

Elsbeth Sigmund in the title role: "Man With 

a Million," in Technicolor, produced by 

J. Arthur R?,nk, starring Gregory Peck, with 

Jane Griffiths and A. E. Matthews: "Othello." 

based on William Shakespeare's play produced 

and directed by Orson Welles, who plays the 

title role, and Suzanne Cloutier and Fay 

Compton: "Witness to Murder," produced by 

Chester Ei-skine, starring Barbara Stanwyck, 

George Sanders and Gary Merrill: "The Long 

Wait," based on the Mickey Spillane novel, 

starring Anthony Quinn, Charles Coburn. 

Gene Evans and Peggie Castle, and "Apache," 

a Hecht-Lancaster production in Technicolor, 

starring Burt Lancaster and Jean Peters, 

which has been scheduled for July 4 release. 

All of these have been completed, as have 

many more, including "Star of India," in 

Technicolor, starring Cornel Wilde and Jean 

Wallace: "The Lone Gun," Edward Small 

production starring George Montgomery and 

Dorothy Malone: "Khyber Pass," in Technicolor, 

starring Richard Egan and Dawn 

Addams: "Crossed Swords," in PatheColor, 

produced in Europe, starring Errol Flynn and 

Gina Lollobrigida: "Gog," in 3-D and color, 

starring Richard Egan, Constance Dowling 

and Herbert Marshall: "Return to Treasure 

Island," in PatheColor, starring Dawn 

Addams and Tab Hunter: "Southwest Passage," 

in color and 3-D, starring Rod Cameron 

and Joanne Dru: "Captain Kidd and the 

Slave Girl," in color, starring Anthony Dexter 

and Eva Gabor: "The Diamond," in 3-D, 

starring Dennis O'Keefe and Margaret Sheridan, 

and "The Malta Story." a J. Arthur Rank 

production, starring Alec Guinness, Jack 

Hawkins, Flora Robson and Anthony Steel. 

Some of the company's most important productions, 

which are currently in work, include: 

"Vera Cruz," a $3,000,000 Hecht-Lancaster 

picture in Technicolor, starring Gary 

Cooper and Burt Lancaster with Cesar Romero 

and Denise Darcel; "Sitting Bull," TTA's 

first picture in Cinemascope, being produced 

Continued on following 

page 

THE BAREFOOT COUNTESSA Ava Gardner 

(Joseph Monkiewicz Production) 

THE LONG WAIT 

(Victor Saville Production) 

Anthony Quinn (R) 

WITNESS TO MURDER 

• Chester Erskine Production) 

Barbara Stanwyck, Gary Merrill 

ADVENTURES OF ROBINSON CRUSOE James Fernandez, Dan O'Herlihy ACT OF LOVE 

(Oscor Doncigers-Henry Ehrlich Production) (Benagoss Productions) 

BG-XOFFICE 

; : April 10, 1954

UA AnnivGtSOty Among the Producers on UA's 1954 Film List 


in Mexico with Dale Robertson, Mary Murphy 

and J. Carroll Naish heading the cast: "The 

Barefoot Contessa," written, produced and directed 

by Joseph L. Mankiewicz in Italy in 

Technicolor, starring Humphrey Bogart, Ava 

Gardner, Edmond O'Brien and Valentina 

Cortesa, and "The Purple Plain," a J. Arthur 

Rank picture being produced in India, in 

Technicolor, starring Gregory Peck and introducing 

the Burmese beauty. Win Min Than. 

Looking toward the fall of 1954 and into 

1955, United Artists has made several extremely 

important deals with outstanding 

producers, including Stanley Kramer, Paul 

Gregory and Robert Rossen, among others. 

Kramer, who made his first pictures for UA 

release, including "Champion," "Home of the 

Brave," "The Men." "Cyrano de Bergerac" 

and "High Noon," has completed a releasing 

pact with Columbia Pictures and will return 

to the UA fold with "Not as a Stranger," 

based on Morton Thompson's Literary Guild 

best-selling novel about the practice and malpractice 

of medicine. Gregory, who has 

staged such notable Broadway productions 

as "Don Juan in Hell" and the current "Caine 

Mutiny Court Martial." will produce "The 

Night of the Hunter," starring Robert 

Mitchum; Rossen will produce "Alexander 

the Conqueror" on actual locations in Europe 

and Russ-Field will produce six pictures, including 

three starring Jane Russell. 

Thus United Artists, which started with the 

greatest names in the industry in 1919, Mary 

Kckford, Douglas Fairbanks, Charles Chaplin 

and D. W. Griffith, enters its 35th year 

with many of the current big names of the 

industry in its fold. 

np 

Clarence Greene Harold Hecht John Huston Stanley Kramer 

L 

n.. 

Anatole Litvak Joseph Mankiewicz Aubrey Schenck Edward Small 

The Russ-Field producing company consists 

of Jane Russell and her husband. Bob 

Waterfield. Of the six pictures to be released 

through UA, three will star Miss 

Russell. 

Miss Russell's contract with RKO and Howard 

Hughes recently terminated and she decided 

to go into independent production. 

The Joseph Mankiewicz picture is now 

being shot in Rome's Cinecitta studios. Coproducing 

the picture is Robert Haggiag. No 

release date has as yet been set, but at the 

earliest it will be in the latter part of the 

year. Mankiewicz was a 20th Century-Fox 

producer before he decided to get into independent 

picture making. 

Congratulations to 

United Artists, 

and to the men who have made 

it a vital force in the motion 

picture industry. 

ARCH OBOLER 

MAGIC-VUERS of California, Inc. 

32 BOXOFFICE 

: 

; April 10, 1954

BOXOFFICE 

BAROMETER 

This chart records the performance of current attractions in the opening week of their first runt in 

the 20 key cities checked. Pictures with fewer than five engagements are not listed. As new runt 

are reported, ratings are added and averages revised. Computation is in terms of percentage in 

relation to normal grosses at determined by the theatre managers. With 100 per cent at 

"normal," the figures show the grass rating above or below that mark.

A City That Supports Theatres Boosts 

Itself, 

Says St. Paul Film Critic 

ST. PAUL—A city that supports its movie 

theatres well is a good business town and 

one that's likely to attract investors and new 

residents, in the St. Paul Pioneer Press-Dispatch's 

opinion. 

Accordingly, that newspaper, as a boost 

for its town, is distributing to advertising 

agencies, business organizations, chambers of 

commerce and manufacturers throughout the 

nation, copies of a column written by its 

movie editor-critic Bill Diehl, furnishing evidence 

that St. Paul has become a first-rate 

and live show town. 

It means prestige for St. Paul, the newspaper 

believes. 

Commenting on the article's distribution, 

Diehl wrote in the Dispatch "there's hustle 

and bustle on all levels and the recent good 

things happening locally have just growed 

and growed, like Topsy." 

"The Loop theatres are a significant part 

of the over-all picture," continued Diehl. 

DuoSeal 

BURIAL WIRE 

or better underground service in 

drive-ins. Easy to install; permanent. 

Transposed, twisted pair, red and 

black. Economical! 16-2, 14-2 or 12-1. 

UL opprovcd. Stranded, super tough. 

^rsi 'American jWuots.i^ 

1717 Wyandotte St., Kansas City 8, Mo. 

ANIMATION by ROTISSERIE ACTION 

stops customers . . . sells hot dogs easier and 

faster in this . . . 

Amazing New 

"More people look at movies than participate 

in any other form of out-of-the-home 

recreation. And when you see lines in front 

of the boxoffices, such as you've seen in the 

St. Paul Loop the past winter, you know that 

folks and money are circulating." 

"The future success, not only of the theatres 

but of the city, now rests with you," 

concluded the critic, addressing his readers. 

"You've been helping movies break records 

in St. Paul." 

In his original article, published recently 

in BOXOFFICE, Diehl pointed out that St. 

Paul is one of the nation's few cities where 

all of the downtown theatres are in operation, 

that these theatres have been having 

their "hottest" season ever and that there 

have been more holdovers and longer runs 

than at any time in all film history locally. 

Free Delivery Services 

For 'Price of Liberty' 

NEW YORK—A number of film delivery 

services have agreed to gratis handling of 

prints of "The Price of Liberty," ten-minute 

short about women in the armed services 

sponsored by the Department of Defense. 

It was produced by Warner Bros, and is a 

project of the Council of Motion Picture 

Organizations. 

Charles Boasberg, chairman of the distributors 

committee of the Motion Picture Ass'n 

of America, identified the delivery services 

as Earl Jameson's Shipping and Inspection 

Bureau, Denver; Benton Bros., Jacksonville; 

Earl Jameson's Exhibitors Film Delivery, 

Kansas City; M. H. Brandon's Film Transit, 

Memphis; George Callahan's Exhibitors 

Service, Pittsburgh, and the Highway Express 

and Baltimore-Washington Film Express, 

Washington, D.C. 

MGM to Lens 44 Films 

In Next 17 Months 

HOLLYWOOD—In line with its recently 

announced plans to step up its productional 

pace, MGM has assigned producers to 44 

properties scheduled for lensing during the 

next 17 months. The film makers and vehicles 

include: 

Pandro S. Berman— "The Female" and 

"Quentin Durward." 

— Jack Cumming.s "The Tea House of the 

August Moon," "Night in Glengyle," "Interrupted 

Melody" — and "Many Rivers to Cross." 

Roger Edens "Deep in My Heart." 

Arthur Freed— "In Missouri," "St Louis 

Woman," "Green Mansions," "Kismet" and 

one untitled. 

Armand — Deutsch "Green Fire." 

John Houseman— "The Cobweb," "Moonfleet," 

"O'Kelly's Eclipse," "Montmartre," 

"Mary Anne" and "The Labor Story." 

Edwin Knopf—"The Glass Slipper," "Tip 

on a Dead Jockey," "King's Thief" and 

"Dianne." 

Arthur Loew jr.— "Mail — Order Bride." 

Nicholas Nayfack "The Scarlet Coat," 

"Thunder in the Mountain," "Rogue Cop," 

"The Big Sin" and "Swordsman of Siena." 

Joe Pasternak — "Athena," "Say It in 

French," "Love Me or Leave Me," "Hit the 

Deck" and "Weekend at Las Vegas." 

Charles Schnee — "The Prodigal" and 

"Charlemagne." 

Lawrence Weingarten — "Highland Fling." 

George Wells— "Jupiter's Darling" and "My 

Most Intimate Friend." 

Sam Zimbalist— "Ben Hur" and "Paris 

Story." 

Dore Schary, studio head, will personally 

produce "Adam Sample's Story" and "Bad 

Day at Black Rock." 

Cummings, in addition to the properties 

above-listed as being assigned to him, currently 

has "The Last Time I Saw Paris" and 

"Seven Brides for Seven Brothers" in work. 

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*^ Motibft T^lctuM 4êîxJiamJuim^ GuicU 

This clever arrangement 

of a setpiece places the emphasis 

on the film attraction 

where it belongs, not 

on the jukebox. The display 

was placed in the 

outer lobby of the Paramount 

Theatre in Des 

Moines, Iowa, by Manoger 

Bill Haver, who had the 

jukebox continuously ployin 

the musical score from 

"Red Gorters" through the 

portol of the compo piece. 

HAL SLOANE 

Editor 

HUGH E. 

FRAZE 

Associate Editor 

SECTION OF 

BOXOFFiCE

• Ohio 

PROMOTIONS FOR LUCKY ME 

HINGE ON MUSIC AND TITLE 

I 

P*i, 

Several Contests Also Lined up For Warner Picture 

SPEAK TO THE STARS 

ikWlSMKIK 

LUCKY SIGN CONTEST 

Kid Curb Ups Business 

And Ends Vandalism 

Irving Field, operator of the Cortland 

I Theatre, reports that his recently 

inaugurated policy of not admitting children 

at any time unless accompanied by an fj 

adult has proved most successful. 

^^ 

"Since putting the policy into practice 

our attendance has been increased about 

20 per cent," Field said. "We are getting 

people back as regular patrons who have 

not been coming to the motion pictures for 

years. They come because they enjoy the 

decorum of our operation. And that isn't 

all of the benefits. Since children must be 

accompanied by an adult, we have practically 

eliminated all vandalism in the theatre. 

There is no seat-cutting in the auditorium 

and no lipstick on the walls. 

"To make sure we were on the right 

track we instituted a survey of the community. 

So far, we have interviewed more 

than 600 persons by phone. Everyone we 

contacted endorsed our policy and urged 

us to continue it. In fact our patrons are 

supporting us to such an extent that the 

first week of Lent didn't even make a 

dent in our boxoffice receipts." 

'- M WITMAItk S SONS. NEW VORK 

Cover of the "1 Speak fo the Stars" song sheet 

credits the Warner film, in which it is one of 

the top tunes. 

The musical score from the film will provide 

the primary promotion possibilities on 

Warner Bros. "Lucky Me," but tieups and 

stunts featuring the title of the picture will 

prove almost as important in promoting 

local playdates. 

Doris Day vocalizes two of the top tunes 

she sings in the picture, "T Speak to the 

Stars" and "The Blue Bells of Broadway," 

on a Columbia record, No. 40210, now in 

distribution and available at all music 

stores. The local Columbia distributor 

should get platters in the hands of local 

disk jockeys, who, in turn, can arrange a 

number of contests tieing in with the picture. 

Window displays featuring all Doris 

Day recordings available should be set up. 

The records may be used on the lobby public 

address system and also awarded as door 

prizes in advance of the playdate. 'Five of 

the song hits have been publislied by Witmark, 

Inc., and window displays featuring 

the music title sheets should be arranged 

with all music stores in town. 

Two commercial items, the "Lucky Me" 

Number Buttons and the balloons imprinted 

with pictures and theatre credits 

may also be used for theatre contests and 

general promotion throughout town. For 

cooperative newspaper tieups with local 

merchants, the picture title, "Lucky Me," 

is a natural, and a five-column heading in 

mat form is available for this purpose. 

Another mat features Doris Day's Lucky 

Sign contest which may be used for general 

distribution or imprinted on grocery bags. 

This is an il ustrotion of the mat available for 

general distribution or imprint on shopping bags 

in promotion of "Lucky Me." 

Other newspaper features include a "Name 

the Stars" contest, a coloring contest—both 

in mat form—special fan photos and a 

variety of tie-in stills all listed individually 

in the National Pre-Selling Guide. 

Free radio spot announcements made by 

Doris Day and a 16mm film clip for local 

telecasts may be had from Warners home 

office. Recent issues of Life and Look magazines 

featured story and art reproductions 

from the film, and a number of fan magazines. 

Movie World, Movie Stars, Modern 

Screen, Screen Life, TV and Movie Screen, 

Movies, and Motion Picture and TV Magazine 

had full color portraits of Doris Day 

on their covers. 

For further mformation, consult the National 

Pre-seling Guide in this issue. 

Window Displays Used 

To Advantage on 'Kate' 

St. 

Vern Hudson manager of the Capitol, 

Catherine, Can., worked out a few good 

ideas in promoting "Kiss Me Kate" that 

garnered good publicity around town and 

the neighboring area. 

A large poster of Kathryn Grayson served 

as a background for a Kresge window display 

tieing in with a women's hair preparation 

and a local druggist featured lipstick 

as the basis for another window using the 

copy line: "You won't be asked to 'Kiss Me 

Kate,' often, if you always smear him with 

lipstick." An over-sized film strip with 

frames of colored 8x10 stills, several llxl4's 

and a credit poster made up the background. 

Overseas Phone Call 

Talks Up 'Act of Love' 

A transatlantic telephone call reunited 

a Worcester family—even though momentarily—as 

the result of a promotion ar- 

^^ 

ranged by Manager John DiBenedetto for CI' 

"Act of Love" at Loew's Paramount Theatre 

in the Massachussets city. 

DiBenedetto's search for some one with 

sentimental ties overseas led to the chaplain 

at nearby Rutland's Veterans administration 

hospital, whose nephew was stationed 

overseas. After considerable difficulty, 

the call was routed through and the 

family enjoyed a telephonic reunion. Frontpage 

art and news stories appeared in both 

local papers with full mention of the picture 

and theatre. One of the newspapers 

commented happily: "Who says Hollywood 

endings are no good?" 

Manager DiBenedetto also arranged for 

a tieup with a local photographer who 

snapped pictures of shopping crowds in 

various parts of town. Special cards advertising 

the stunt and offering free tickets 

as prizes were distributed generally and 

the photos were put on display in the theatre 

lobby. The photography gimmick hjvs 

been used before, but still packs a wallop 

as many showed up to identify themselves 

in the pictures. 

To Launch Color Contest 

To promote the opening of "Pinocchio" 

in approximately 100 theatres throughout 

the area. 89 daily and weekly newspapers 

in metropolitan New York will feature a 

coloring contest tieing in with the playdate 

of the Walt Disney production. Mats for 

the contest wiU be provided by RKO, with 

Walt Disney's merchandising division furnishing 

the prizes. 

o 

36 

— 120 — BOXOFFICE Showmandiser : 

: April 10, 1954

. 

Chicago Louis Offers 

Free Income Tax Aid 

To Its Customers 

11 

oil 

$1.75 Special Low Price $1.75 

INCOIVIE TAX SERVICE 

ARRANGEMENTS HAVE BEEN MADE 

BY THE MANAGEMENT OF THE LOUIS THEATRE WITH . . . 

CHARLES H. FORD & ASSOCIATES 

Tax Consultants 

Two CosnnlBQl Enlmiices lOZ E. 3Sth ST. nod 3451 S. MICHIGAN AVE. 

Hewn* 1.3.S anit T |V~ Phon. CAn„bg Q. JO!; 

YOU MUST BRING THIS CARD WITH YOU TO RECEIVE THIS 

SPECIAL LOW-PRICE INCOME TAX SERVICE 

It'i 

ralar than you thinkt Don't wait until Morch 13thl 

DO IT TO-DAYMI 

Lou'is "theatre 

REOPENING PROMOTIONS 

DRIVE-IN 

FOLLOW SEVERAL DISTINCT LINES 

Some Feature Giveaways, Others the Outdoor Services 

rlONIGHTATB- 

FOLKS THIS IS TMC NIOHT TOU • 

HAVE BCCN WAITING rOR . 

THC tONG, LONQ WINTER IS OVER . . . 

Ltrrt THROW OFF THC OLB AND 

GREET THE NEW. A MOST HCARTT 

WELCOME AWAITS VOU AT T'*C 

Hugh S. Borland, manager of the Louis 

Theatre, a neighborhood house in Chicago, 

helped relieve a few of his patrons' headaches 

the first part of March by arranging 

"free income tax service" at the theatre. 

Local income tax consultants occupied 

a booth in the lobby from March 1 to March 

14 and gave free advice and answered questions 

on income tax problems every night 

from 6 to 9:30 p.m. 

The tax firm also distributed 10,000 

special reduced price cards, illustrated 

above, in a house-to-house canvass as a 

"special service" provided by the Louis 

Theatre. 

This is the third year that Borland 

has arranged the stunt. The tax consultants 

serve each year, at no cost, creating a 

tremendous amount of goodwill for the 

theatre. A large art break and story 

publicized the affair in the press. 

Kiddy Popularity Idea 

Is 'New Faces' Stimulant 

Murray Spector, manager of the Plaza 

in Englewood, N.J., aroused a lot of interest 

in his playdate on "New Paces" through 

a popularity contest arranged with the local 

women's auxiliary of the American Legion. 

Photographs of youngsters in town, collected 

by the Legion committee, were displayed 

on a large board in the theatre 

lobby. 

Contribution cans in stores throughout 

town contained photos of the contestants, 

their names, addresses and ages, and voting 

was judged by contributions, each 

penny deposited representing one vote. 

The money collected at the end of the contest 

was used to purchase prizes for the 

winners. Proud mothers saw to it that the 

respective "New Faces" received wide publicity 

and the local papers carried stories 

on the event. The photographs in the lobby 

also attracted the interest of passersby and 

caused comment around town. 

Antique Cars at Opening 

A group of ancient vintage car enthusiasts, 

members of the Veteran Motor Car Club of 

America, paraded through midtown New 'Vork 

to the premiere of "Genevieve" at the Sutton 

Theatre. Eva Gabor, one of the celebrities 

attending the benefit opening for the New 

York Herald Tribune's Fresh Air Fund, arrived 

in a 1912 model Pierce Arrow. 

Ads heralding the reopening of the 

drive-ins for the new season follow all 

sorts of formulas, some featuring the 

giveaway angle, others the special shirtsleeves 

services of the outdoor theatres, 

while some stress the film bookings. 

Herewith are layouts illustrating all 

three types. 

At left above is a 5-column. 11-inch 

artistic layout from Springfield, 111., 

which contains a coupon good for free 

admission of the driver of any car to 

the Kerasotes circuit 66 Drive-In and 

the Frisina circuit's Springfield Drive-In. 

In small type is the notation that other 

occupants pay the regular price of 70 

cents. 

AVERAGE 

DRIVE-IN 

SCREEN 

(3,000 sq.ft.) 

LARGEST SUPER 

INDOOR SCREEN 

(52S tq.M.) 

LARGEST HOME 

TV SCREEN 

V^-^V SUNNY SE7- 

^4K^DRIVEIM MOVIE TIME 

iS'V; -- AWO NOW YOU CAW SEE GREAT SHOWS ON 

OUR REALLY BIG OUTDOOR SCREEN ...OOWt 

STOP NOW... LOOK. INSIDE 

GALA RE-OPENING 

Jmt Driva Eflit on P*^lar . . . FmIUw th« Car«l 

• On tiM Scr*«n . . . tfM Pkiwr* 

ThoHtaitdt H«v* A«k*4 U S*« 

AcalN . . . Uia Moat Talkad af 

Flhn af tha Ua«l 2* YaanI 

"THE MOON IS 

BLUE'" 

• Com. Ai Vmi Ar. # Froo TralH lltrfo. 

• Mo

General Tieups Win 

Citations for March 

Wallace Bruce 

Outstanding promotions in the general 

tieup classification won BOXOFFICE Citations 

for two showmen in March. Ed Mc- 

Glone of the Palace in Cincinnati and John 

Havens of the New State in Pittsfield, 

Mass., a previous Citation winner, both 

rated top honors for their comprehensive 

promotions on "The Glenn Miller Story," 

Pi-ank Kelley's unusual stunt to publicize 

From Here to Eternity" at the Benton, 

Kennewick, Wash., and Alice Gorham's 

promotion for "The Glenn Miller Story" at 

the Madison in Detroit won Citations for 

the month's most original ideas. 

Tops in public relations were the several 

institutional promotions put on by Nate 

i 

Ki-evitz of the Pittsbtu-g (Calif, Theatre. 

Richard Empey won an award for his effective 

lobby display for "Beneath the 12- 

Mile Reef" at the Granada, Duluth, Minn. 

Benefit Shows Help Build 

Goodwill in Community 

Tom Muchmore, manager of the Canoga 

Alice Gorham 

Frank Kelley 

The display was so good a local TV station 

used it on a telecast with full picture and 

theatre credits. 

Robert Heekin, manager of the Florida, 

Jacksonville, earned a Citation for his 

front on "How to Marry a Millionaire," 

which featured a large cutout of Marilyn 

Monroe swinging her leg out over the street. 

In the co-op ad category, Wallace Bruce 

arranged a fine newspaper tieup with a 

local TV dealer in promoting a special 

show at the Lyons iKans.) Theatre. 

Jack Joines of the Martin in LaFayette, 

Ala., awarded a Citation in 1952, won again 

another for his best house program, a regular 

feature of his promotion campaigns, 

and L. G. Bennett of the Abbey in Abingdon, 

111., put over the most effective ballyhoo 

in promoting "Mogambo," to win the 

tenth and final Citation for the month. 

John Havens Jack Joines L. G. Bennett 

Park 

I 

Calif.) Theatre, has built up tremendous 

community goodwill through 

benefit shows at the Canoga Park and by 

taking an interested part in all community 

activities. His most recent goodwill promotion 

was a benefit show for the Women's 

club of Woodland Hills. Muchmore gained 

top publicity in the local press when he 

arranged for a benefit showing of "Kiss 

Me Kate" and gave half the receipts to 

the women to purchase a television set for 

one of their charities, the Olive View sanatarium. 

In addition, Muchmore donates the theatre 

every Sunday for church services by 

the Baptist church. The Boy Scouts and 

Cub Scouts are given blocks of tickets to 

sell to help them raise money, and frequently 

Muchmore allows bake sales to be 

held by various organizations in the theatre 

lobby. 

Scenes in Lobby Setup 

Manager Edward Fahey arranged a 

lobby featuring blownup scenes from the 

picture and cut-out poses for a lobby set 

piece in advance of the playdate on "King 

of the Khyber Rifles" at the State, Manchester, 

N. H. Two 40x60's framed the 

composite board and a Cinemascope banner 

was hung overhead. 

Xaesar' Easy to Sell 

To Schools, Reports 

Showman Grube 

George Grube, manager of the Harber 

Theatre in Oklahoma City, took the MGM 

pressbook at its word and concentrated on 

the schools in a thorough campaign on 

Julius Caesar," and was as surprised as 

he was pleased at the "wonderful response." 

" 'Caesar' is easy to sell," he reports. "It 

was most surprising to me, but we had 

many out-of-city schools and universities 

coming to us instead of us coming to them 

... I have never seen as much enthusiasm 

and willingness to cooperate from the 

school board as we received on 'Julius 

Caesar.' " 

Kevin Genther, MGM publicist from Dallas, 

assisted Grube in the campaign, which 

started with a screening for English 

teachers in the junior and senior high 

schools and at the University of Oklahoma 

at nearby Norman, school principals, board 

members, newspaper and radio representatives, 

about 300 in all. Next he obtained 

permission from the board of education to 

distribute the student discount coupons, 

and the board went a step further and 

asked the principals to take care of the 

task. 

Grube said this was fine except he had 

to do a little polite prodding now and then 

to see that the 16,000 coupons reached 

their destination. Family passes were given 

to each principal. As an additional assurance, 

Grube WTOte all the English teachers 

about discount coupons available at the 

principals' offices. 

Similar contacts and arrangements were 

made at several universities in the Oklahoma 

City section of the state, and the 

MGM Study Guides were distributed. 

Fi-itz Goodwin and Mr. Baral, who were 

sent to Oklahoma City by MGM, made a 

full schedule of radio, TV and school appearances 

to lecture on Shakespeare. 

Grube reports the first week business 

more than doubled the theatre's average 

weekly gross. 

"To promote 'Caesar' takes a lot of time 

and work," he concludes. "For the most part 

personal visits have to be made ... I made 

it a policy to let the teachers or sponsors 

attending with the school groups in free. 

We got out many passes but we gained 

tenfold in goodwill. The next time we have 

a picture to tie in with the schools, all we 

have to do is call; they are that pleased." 

Cited at Antique Show 

The National Antique show, currently at 

New York's Madison Square Garden, has 

selected the Technicolor comedy, "Genevieve," 

as "the film which has done most 

to stimulate interest in and bring attention 

to the field of antiques during the 1953-54 

movie season." In its premiere engagement 

at the Sutton Theatre, "Genevieve"" 

features a race of antique autos. 

38 — 122 — BOXOFFICE Showmandiser ,: : 

April 10, 1954

Used Car Giveaway 

Extends Six Weeks 

A car giveaway promotion that really 

paid off at the boxoffice was put over by 

Manager Clark Jordan of the IJnda Theatre 

in San Diego, Calif. 

In the fine cooperative deal arranged 

with a neighboring used car dealer, six 

automobiles to be presented at a special 

show were exhibited on the theatre property 

a week in advance. A co-op trailer on 

the screen seven weeks prior to the drawing 

credited the dealer, 150 window cards 

were placed in prominent locations and 

8,000 heralds were distributed. 

The winners were determined by theatre 

stub numbers which had to be deposited at 

the theatre. One car was presented each 

Friday night for six weeks and contestants 

had to be in or near the theatre when the 

winning number was announced. Jordan 

now is working on a deal with the Pearson 

Motor Co., for a new car to be given away 

on another occasion. 

February Film Festival 

Intrigues Victoria, Tex. 

Manager Harlan Argo decided not to wait 

until the spring or fall season to perk up 

business at the El Rancho in Victoria, Tex., 

so he staged a February Film festival and 

worked with local merchants on a promotion 

that had the town really film-conscious 

for several weeks. 

For the first picture in the festival, "The 

Boy From Oklahoma," a half page co-op 

newspaper ad was arranged with a nearby 

saddle shop and a display of riding apparel 

and accessories, with credits to the shop, 

was exhibited in the lobby. Gift passes to 

see the picture were presented at the saddle 

shop with purchases of $5 or more. 

For the second picture, the "Eddie Cantor 

Story," another co-op with a local television 

store plugged the picture and offered 

a $100 gift certificate in a drawing contest. 

The next film "Three Young Texans," received 

a plug in a full page co-op ad with 

a food produce company. The final film 

was "Red Garters" and the tieup for the 

co-op page was on nylon hose with a local 

women's wear shop. The first groups of 

women attending the show on different 

days during its run received gifts of stockings 

through the courtesy of the merchant. 

Another large size co-op ad again plugged 

the festival. 

Big Tiailer at Theatre 

The Short & Brownlee Co. of Newport, 

Ark., parked one of its Ranchome trailers 

in front of the Strand Theatre there in 

promotion of "The Long, Long Trailer." 

Edith Evans, manager of the Malco circuit 

house, also got an explanation of the 

demonstration on the front page of the 

local paper. "Many people in town thought 

the trailer belonged to Lucille Ball and 

Desi Arnaz," Miss Evans reported. 

SMALL CITY SHOWMAN ARRANGES 

BIG CITY MILLER' PROMOTION 

Air Base Officers on Stage at Levelland, Texas 

A big city promotion was carried out in 

Levelland, Tex., with a population of 8,000, 

by Jeff Hardin sr., city manager for Wallace 

Theatres, to put over "The Glenn 

Miller Story" at the Wallace Theatre. 

The small city, hard hit by the worst 

drouth on record, turned out in force for 

the gala opening festivities put on by the 

commanding staff and units from the 

nearby Reese air force base. The Reese 

band played in front of the theatre prior 

and during the arrival of top officers of 

the base and Levelland Chamber of Commerce 

and municipal officials. The officials 

gave brief talks from the stage, including 

details of the military background 

of Glenn Miller. 

Hardin promoted a full page ad in the 

local newspaper on the film, used a 24- 

sheet on a truck trailer a week in advance 

and also had a huge army searchlight 

piercing the skies at night. 

Local merchants commended Hardin for 

his fine piece of promotion. 

Manager Mark Ailing 

Blake took full advantage of all 

and publicist Bill 

the stunts 

outlined in the pressbook to exploit "The 

Glenn Miller 

Story" at the Golden Gate in 

San Fi-ancisco, and added a few ideas of 

their own in the campaign that aroused 

interest throughout the city. 

The record and band editor of the San 

Fi-ancisco Chronicle, two disk jockeys and 

air commentators acted as judges in a contest 

offering Decca records of the picture 

music and free tickets for the best letters 

on "What was Glenn Miller's contribution 

to popular American music?" The newspaper 

plugged the contest daily for two 

weeks prior to the opening, running special 

Patrons of the Brooklyn Paramount Theatre eagerly 

look forward each year around this time 

to the contest arranged by Managing Director Gene 

Pleshette. In what has now become on annual 

event, writers of the best letters on the subject, 

"Why I would like o Miami Beach vocation" are 

the recipients of seven two-week vocations for two 

people each, without cost, in the Florida resort. 

Pleshette stands next to the huge lobby board advertising 

the stunt. 

boxes on editorial and other pages The 

Chronicle also plugged the contest on radio 

and TV spots and carried a four-page section 

of cooperative advertisements by record 

dealers and stores. 

Special screenings were held for approximately 

25 of the area's disk jockeys; 

for top officials of the board of education 

and heads of the school system', music departments; 

for the editors of all Bay area 

high school papers, plus high school presidents 

who set up special "Glenn Miller" 

dance nights; for newspaper columnists, 

TV and radio editors and commentators; 

and for the record dealers and stores 

throughout the city. The screenings paid 

off in enlisting the interest and cooperation 

of all those attending. 

The city's high school music departments 

conducted a contest for the best student 

trombonist, the finals being held on a telecast 

over KPTX-T\^ the winner receiving 

$50 in cash and runnersup Decca albums 

and free tickets to the show. The contest 

received mention in newspaper radio and 

TV columns, and in the high school pages 

of the papers. 

A Glenn Miller salute was arranged at a 

dance hall, with records being presented 

as door prizes and music from the picture 

being featured throughout the evening. 

The theatre cooperated by distributing 

coupons in the lobby which would admit 

two for the price of one. The ballroom 

plugged the picture in its newspaper and 

poster advertising. Glenn Miller nights 

were also featured at prominent hotels in 

town, on succeeding nights, with more 

Decca albums and passes serving as door 

prizes. These events were also mentioned 

in night club news sections of the papers. 

The State College and a number of high 

schools staged Glenn Miller dances. 

The local branch of the Air Force Ass'n 

circularized its membership, plugging the 

picture and arranging for an air force 

display in the theatre lobby. An unusual 

stunt that also received mention on a radio 

newscast was the infra-red photos of patrons 

made without their knowledge as they 

reacted to the picture, a stunt arranged by 

the local office of Life magazine. A blownp 

of the picture made up an effective 40x60 

frame for the inner lobby. 

The presence in town of Glenn Miller's 

former manager, Don Haynes. helped promote 

the show via approximately 14 luncheons 

and interviews over radio and TV 

stations, including KPIX-TV, KGO-TV, 

KRON-TV, KCBS, KSAN, KSFO, KJBS, 

KFRC, and KNBC. 

Window displays tied in with the records 

were spotted in all prominent music stores 

and a jukebox in the lobby playing Glenn 

Miller music against an attractive background 

complete with flicker lights, completed 

the outstanding campaign. 

BOXOFFICE Showmandiser : : April 10, 1954 123 — 39

illustrated 

I 

How 

23rd 

: 

April 

BOXOFFICE NUGGETS 

BUR-GRA Drive-ln 

Theatre 

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DOWN WITH 

MARCH 15th 

PUS 

2 REEL COMEDY 

AMI 

POPEYE CARTOON 

Bill Henderson of Theatre Promotions of 

Charlotte. N. C. worked up the ad 

i 

two-columns 

herewith for use in 

i 

the 

14 theatres by Theatre Booking Service in 

that area. The stunt was put on on Monday 

nights with the screen programs being the 

same as on the preceding Sundays. Henderson 

reports the response was excellent, with 

the popcorn and concessions exceeding the 

normal Monday total gross in all but one 

situation where the weather interferred. 

"and the goodwill and attendant free publicity 

were extra dividends." 

The Denham at Denver garnered a lot 

01 space ;n the Denver Post recently with 

a "Red Garters" street promotion. 

The Post cooperated fully when the Denham 

manag?ment proposed that the paper 

and the theatre sponsor a garter hunt in 

the three blocks between the newspaper 

office and the theatre, with the hunt running 

three days, and with the prizes being 

$25 the first day. $50 the second, and $100 

the third day. 

All a person had to do was to pick out 

the young woman in the crowd that was 

wearing a "red garter." and there were 

thousands out every day looking for the 

garter, which the girl wore where just a 

bit of it could be seen. The exploitation 

rated a nice story and a picture each day. 

Working on the stunt were Robert Lotito, 

Denham manager: William Fitzgerald, publicity 

manager, and Pete Bayes, exploiteer 

for Paramount. 

The triple-threat team of Manager Lou 

Cohen, assistant Norm Levinson and Tom 

Carey have promoted 12 kiddy shows each 

year at the Loew's Paramount Theatre in 

Hartford, Conn., all spon.sored by local 

merchants. The affairs not only mean extra 

dollars at the boxoffice but give the 

theatre good institutional publicity. At a 

recent morning show, enjoyed by some 

3,000 children who received refreshments 

and gifts. Mayor Dom Delucco was present 

and made a speech to the youngsters about 

safety and courtesy. 

Frank Lynch, manager of the Salem 

Playhouse. Naugatuck, Conn., realized he 

was losing patrons due to limited parking 

facilities and decided to do something abou. 

It. He conlacted officials at ths nearby 

U.S. Rubber Co. and made arrangements 

to us3 their huge parking space for nighttime 

movie-goers. 

A good institutional stunt that might do 

well to be copied by showmen in other 

parts of the country was devised by Manager 

James Duncan of the 23rd Street 

Drive-In at Chattanooga, Temi. Duncan 

had a batch of small slips printed locally, 

bearing the copy, "This bill was paid by 

Movie-Money! Support your local movies. 

long since you have been to the 

movies? i 

Street Drive-In Theatre." 

The small slips were enclosed with every 

check paid by the theatre for equipment 

and services. 

A new twist on a stunt that gets a response 

whenever it's tried was given by 

Manager Cliff Buechel for "Phantom of 

the Rue Morgue" at the Mary Anderson 

Theatre in Louisville, Ky. Buechel arranged 

a contest over station WAVE-TV for the 

best letters from viewers who claimed that 

they were not afraid of anything. A woman 

sent in the best answer and she was accorded 

the privilege of seeing the picture at 

midnight and was the recipient of a half 

dozen clothing and household prizes from 

cooperating merchants. 

'Genevieve' Car Stunt 

Snowballs at Detroit 

A strong exploitation campaign for a 

small town opening of "Genevieve" resulted 

in the decision of a downtown 

Detroit theatre to buy the film day and 

date and jump aboard the press agent's 

bandwagon. The campaign was organized 

by U-I press agent, Arthur Herzog 

jr.. who enlisted the Henry Ford Museum 

to recondition a cavalvade of ancient 

cars to make a run of 45 miles out 

to Ann Arbor and back, with Mayor 

Cobo of Detroit and other dignitaries 

as guests. 

The campaign snowballed, with car 

manufacturers adding new models to the 

cavalcade, to demonstrate the improvement 

since 1904. Jerry Iloag. manager 

of the Michigan Theatre at Ann Arbor, 

where the film was to open Friday (26) 

organized a greeting cavalcade to originate 

in that town. 

The campaig-n proved attractive enough 

for the Telenews Thexvtre in Detroit 

to book the film, to open day and date 

with Ann .\rbor. 

USS Missouri Model 

In Elaborate Exhibit 

For 'High Water' 

With so many productions these days 

featuring action above or below one or the 

other of the seven seas it's small wonder _ 

alt re showmen throughout the country 

^ 

have turned nautical in their promotional 

activities. For "Hell and High Water" at 

the Plaza Theatre in Englewood, N.J.. Manager 

Murray Spector centered a lobby display 

around a model of the USS Missoui'i. 

Surrounding the ship, which is eight feet 

long and is one of the largest models in 

existence, were a collection of submarine 

models and navy pennants, all on display 

through the courtesy of the navy. 

Spector also promoted 50 models of submarines 

from a local toy store merchant 

which he distributed to lucky kids at the 

Saturday matinee for the picture. The 

wide attention the ship display attracted 

resulted in a two-column art break in the 

local Press Journal with full credits. 

For "King of the Khyber Rifles." Spector 

put on his best diplomatic manner and 

borrowed a display of 30 assorted items 

pertaining to India through the cooperation 

of the consulate general of India. The " 

showcase was set up in the lobby with a 

background of one-sheets. 

'Command' Values 

Sell Many Co-Ops 

Good solid newspaper coverage, well in 

advance of playdate. featured Manager 

Tony Masella's promotion for "The Command" 

at the Palace Theatre in Meriden. 

Conn. Full-page cooperative ads, with 

every merchant including a plug for the 

picture in his copy, couldn't help but attract 

attention. The headline copy read, 

"These values Command your attention." 

and suggested customers see "The Command" 

after shopping in the stores. The 

whole affair tied in nicely with Meriden's 

special shopping week, which was called 

j 

"Silver City Days.'' 

I 

The pressbook three-column coloring 

contest was planted in another paper and 

was followed up with a story of the winners, 

who received tickets as prizes, plus 

another two-column art break. Two thousand 

grocery bags from a nearby supermarket 

were imprinted with copy. 50 window 

cards were spotted in central locations 

around town and 15 bumper banners 

placed on Yellow cabs. Two thousand heralds 

printed locally, were distributed to 

lower grade students in schools around 

town, and guest tickets also were awarded 

as prizes in a tune-identification contest, 

promoted gratis over radio station WMMW. 

Special displays atop the boxoffice, the 

candy stand and a transparency for a 

fireplace opening attracted passersby attention 

and the entire theatre staff wore 

badges in advance of the show. 

f 

40 124 — BOXOFFICE Showmandiser 

: 

10, 1954

NATIONAL PRE-SELLING GUIDE 

A report on new films for which national pre-selling 

campaigns have been developed. Listed with each picture 

are tie-ins which have been created. plus tips to exhibitors on how to use these pre-selling aids to exploit the picture locally. 

ADVENTURES OF ROBINSON CRUSOE 

UA 

BuoKs: Four illustrated editions of the story 

are published hy Grosset & Dunlap, which has 

notitfied dealers lo liein with local playdales 

on the film. 

TtE-FN Tips: Conlact all book stores lor 

wintloiv ilisplays and local libraries for 

displays of other editions of the story. 

Furnish all sources with book marks from 

Mat 102, available at National Screen. 

Featliri: Stuii>: The story in pictures for local 

newspaper tie-ins. with art and copy on 

Mat (5Al on order from National Screen. 

PosTbiR Stills: A Saturday Evening Post lobby 

display with a story printed against a map of 

the ocean, RC.Lobby-1, and a "See" board 

for general use, RC-Lobby-2, both available 

as 8x10 stills from National Screen. 

Color Mat: .\ line drawing with picture billing 

for planting as a color contest in newspapers 

or via general distribution. Order 

Mat tiA) from National Screeji. 

Study Guide: Now in preparation for school 

promotion, for copies of the study guide and 

procedures, write to the Exploitation Dept., 

United Artists Corp., 729 Seventh .^ve., New- 

York. 

Special Accessories: A bargain package of 

6 ushers badges, tw-o six-foot martjuee valances 

and ten fluorescent auto bumper strips, 

with free imprint, priced at $19.9.5. .\n extra 

banner, valance and pennants on order from 

the Nat'l. Flag Co., 43 West 21st St., New 

York. Four special art stills used in the advertising 

campaign, order stills from National 

Screen. TV Telop or slide, $7..50 with dealer's 

imprint, $5 without. Specify type when ordering 

from Q. Q. Titlecard Co., 1243 Sixth 

.Ave., New York. A 6x9 folder herald, on order 

from National Screen. 

CALLING SCOTLAND YARD Para. 

Note: A group of six mystery feature! tes. rimning 

time 27 minutes, each with an introduction 

and narrative highlights by Paul Douglas, 

compromise the first group of these 

products to be released. Advance trailers, 

11x14 lobby photos and a complete campaign 

mat (3.5-C) are available on the individual 

pictures from .National Screen. 

JULIUS CAESAR MGM 

School Tieups: An illustrated Photoplay 

Study Guide, for all drama, literature and 

history classes is available at 25c a single 

copy, 15c a copy in lots of 100, and 10c in 

500 lots, on order from Educational and Recreational 

Guides, Inc., 1635 Springfield Ave., 

Maplewood, N. J. .\n educational one sheet 

printed in two colors with ten 11x14 scenes 

from the picture and full credits may be 

used for posting in schools, libraries and book 

stores, priced at 30c each from National 

Screen. Two film strips consisting of scenes 

and educational text, for use as a "school 

trailer," is priced at $6 a set on order from 

Educational and Recreational Guides, Inc., 

in care of the above address. The film won 

the Parents' magazine award medal and an 

8x10 photo, LM 29324, picturing the award 

for use as a lobby blowup, newspaper reproduction 

or over a TV program, is available 

from National Screen. Sample student 

discount coupons in mat form are available 

from the local MGM "Julius Caesar" representative. 

Tie-in Tips: School group attendance 

jar special shotvings should be arranged, 

tied in with a variety of contests. In Mew 

York, tape recordings of dramatic readings 

from the play were judged by a board 

of teachers and appropriate prizes were 

awarded. .{ newspaper quiz based on true 

and false answers to queries about the 

picture also proved successfuJ. Suggested 

letters to heads of drama and English departments 

oi schools are reproduced in the 

Pressbook along with a step by step outline 

of a student campaign. 

Books: Noble & Noble, publisher of a special 

edition of "Julius Caesar," has a direct cover 

tie-in with the picture. Other editions inc'ude 

a pocket book and another published by Random 

House, Inc. There are many other edili(ms 

of Shakespeare's works avai'able for promoting 

displays in book stores and libraries throughout 

town. 

Records: A soundtrack recording of selected 

scenes from the film is available on an MGM 

record album LP E3033 and a 45.RPM set, 

K204. Contact local distributor. Promote ad 

and window tieups and play the record on 

P.\ systems but do not use it on air shows. 

A Marlon Brando interview, in question and 

answer form, for planting on radio programs 

or in high schools in connection with student 

promotion, may be had on order from MGM 

exchanges. Greer Carson's speech before the 

London University assembly on "Julius Caesar," 

running time 30 minutes on one record, is 

available gratis from the local MGM representative. 

Women's Clubs: A letter was sent to all members 

of the General Federation of Women's 

Clubs recommending the picture. Contact all 

local Women's Clubs, literary societies and 

PTA's for group attendance. 

Souvenir Programs: For sale to patrons in 

the lobby at 35 cents each, printed in four 

colors and containing star heads, scenes and 

information facts, the price to theatres may 

be obtained from .Al Greenstone, 200 W. 57th 

Street, New York. 

Heralds: Three separate heralds are available 

on the picture, one a four page flash, 

measuring 10% by 15 inches, tabloid newspaper 

herald, an unusual accessory for a 

variety of giveaways and uses, is priced at 

$5.25 a thousand. A two color four-page pictorial 

herald includes sceries, cast and review 

quotes, measuring 101/^x16, priced at 

355.25 per thousand, and a third special herald 

for school use at $3.50 per thousand, printed 

in black, measuring 7'/2x8V2. Theatre signature, 

playdate and co-feature on back page 

at extra cost. 

Special Accessor:es: Valances of different 

sizes, burgees, wall banners, ushers badges, 

auto bumper strips, pennant streamers for 

decoration and Roman spears measuring eight 

feet long are available on order from the 

Valley Forge Flag Co., Spring City, Pa. Illustrated 

title hangers, 12 letters to the set, 

for hanging in a variety of locations, may be 

ordered from Emery .Austin, Director of Exploitation, 

MGM, 1,540 B'way, New York. 

The title hangers are $2 per set. Send check 

with order. Star portraits, measuring 17x22, 

seven to a set. priced at $1. Send check with 

order to Emery .Austin, at above address. 

Deborah Kerr tieup stills, for a variety of 

window and counter displays, on order from 

National Screen. Two separate trailers, a 

teaser and a regidar, for advance screening 

are available at MGM exchanges. Several 

special added accessories including a block 

24 sheet poster and lobby door panels are 

available at all National .Screen Exchanges. 

PRIDE OF THE BLUE GRASS AA 

Photo Flashes: News bu'letins, 14.\22 inch, 

es, perfect for newsstand displays, store windows 

and general distribution, are offered free 

al .Vllied ,\rtists exchanges. 

LUCKY ME WB 

Music: Doris Day sings two songs from the 

picture, "I Speak to the Stars" and "The Blue 

Bells of Broadway," on a Columbia record 

and sheet music of five song hits, presenting 

several opportunities for local lie-in stunts. 

For free title sheets of "I Talk With the 

Stars,'" write or wire Ethel Shapiro, Witmark, 

Inc., 448 Madison Ave., New York. 

TiEiN Tips: Spot the records with local 

disk jockeys, arrange Doris Day song 

identification contests and promote records 

as door prizes in advance of local 

playdate. Feature both record and music 

title sheet in music store windoivs throughoat 

town. 

Balloons: For lobby decoration, kids giveaway 

and ballyhoo stunts, with picture billing; 

priced for minimum order $17.60 per 

thousand, theatre imprint free, send payment 

to Pioneer Rubber Co., Willard, Ohio. 

Number Buttons: For distribution via lobby, 

merchants, disk jockeys and newspapers, special 

numbered buttons bearing picture title 

and measuring I'A" in diameter for Lucky 

Number contests. Price, without theatre imprint, 

250—$13: 550— $19; and 1,000— $33, 

on order from Economy Novehy Co., 225 

West 39th St., New York. 

Special Mats: The picture's three stars featured 

in Name the Stars contest for local news, 

paper planting or reprint on reverse side of 

heralds for general distribution, order Mat 

807-lOlX. A five-column store ad heading 

for a cooperative advertising page with the 

local merchants, order Mat 807-501X. A line 

drawing for newspaper coloring contests or 

for general distribution, order Mat 807-301X. 

The Doris Day Lucky Sign contest may be 

also promoted with libraries, scout groups 

and via local merchants, order Mat 807.302. 

All mats are available from National Screen. 

Special Accessories: Color gloss stills in new 

CinemaScope style; special handkerchief tieup 

stills and portraits of the stars for a 

variety of store window displays, order window 

stills No. 807 from National Screen. 

Special fan fotos, four 4x5 portraits on one 

8x10 still, priced at $8 for 100 8xl0s, send 

payment for Fan Fotos, 807-639. from Vitaprint 

Corp., 653.11th -Ave., New York. Special 

package offer of fluorescent satin accessories 

including 6 ushers badges, 2 marquee valances 

and 10 auto bumper strips for $19.95. Separate 

valances, banners and pennants are 

also available from the National Flag Co., 

43 W. 21st St., New York. 

TV AND Radio: .\ one minute spot and 20- 

second station break, featuring Doris Day for 

your radio campaign and a one minute commercial 

clip, two 20-second clips, all on Uimm 

film, both items available free from the Cam 

paign Plan Editor, Warner Bros. Inc., 321 

West 44th St., New York. 

BOXOFFICE Showmandiser : : April 10, 1954 

— 125 — 41

. 7, 

22, 

......!. 

SHOWMANDISER INDEX: 

Jan. 3 

to '54 

March 27 

FEATURE AND SHORT SUBJECT DIRECTORY 

ACT OF LOVE 7, 66, 104, 109 

AFFAIR WITH A STRANGER 66 

AFFAIRS OF MESSALINA, THE 50 

ALASKA SEAS 61 

ALL AMERICAN, THE . 10, 22, 52 

ALL THE BROTHERS WERE 

VALIANT 91 

ALWAYS A BRIDE 51 

ANNA 91 

BAD FOR EACH OTHER 14 

BAIT 69 

BEACHHEAD 99 

BEAST FROM 20,000 FATHOMS, 

THE 14 

BEAT THE DEVIL 109 

BEAU BRUMMELL 84 

BENEATH THE SEVEN SEAS 92 

BENEATH THE 12-MILE REEF 

14, 28, 43, 49, 95 

BEST YEARS OF OUR LIVES, THE 

40, 45, 89, 100 

BETRAYED 81 

BEWARE, MY LOVELY 98 

BIG CAT, THE 30 

BIGAMIST, THE 65 

BITTER CREEK 93 

BLOWING WILD 30 

BOO MOON (short) 56 

BORN TO SKI (short) 27 

BOTANY BAY 6 

BOY 

FROM OKLAHOMA, THE 

44, 47, 58 

BRIGADOON 83 

BY THE LIGHT OF THE SILVERY 

MOON 5 

CALAMITY JANE 4, 59 

CAPTAIN JOHN SMITH AND 

POCAHONTAS 27, 52 

CAPTAIN'S PARADISE, THE 92 

CASANOVA'S BIG NIGHT 99 

CEASE FIRE! 11, 39, 42, 58, 59, 65, 67 

COMMAND, THE 39 

CONQUEST OF EVEREST, THE. 53, 98 

CRAZYLEGS 10 

CREATURE FROM THE BLACK 

LAGOON, THE 93, 107 

DECAMERON NIGHTS 61 

DANGEROUS WHEN WET 98 

DREAM WIFE 51, 59 

DUFFY OF SAN QUENTIN 101 

EASY TO LOVE 23, 35, 50, 51, 58, 101 

EDDIE CANTOR STORY, THE 

14, 39, 49, 59, 91 

ESCAPE FORM FORT BRAVO 69 

EXECUTIVE SUITE 76 

FLAME AND THE FLESH 77 

FLIGHT NURSE 44, 59 

FOREVER FEMALE 45 

FROM HERE TO ETERNITY 4, 105 

GENEVIEVE 99 

GERALDINE 14 

GLENN MILLER STORY, THE 20, 

25, 31, 58, 64, 92, 97, 107, 108 

GO, MAN, GO! 53, 105 

GORILLA AT LARGE 109 

GREAT GILBERT AND SULLIVAN, 

THE 13, 29, 45 

GYPSY COLT 86 

HANS CHRISTIAN ANDERSEN 68 

HEIDI 11, 20, 48, 53, 107 

HELL AND HIGH WATER 60, 69 

HELL'S HALF ACRE 101 

HER TWELVE MEN 82 

HERE COME THE GIRLS 50 

HIGHWAY DRAGNET 53 

HIS MAJESTY O'KEEFE 22 

HONDO 13, 43, 51, 106 

HOW TO MARRY A MILLIONAIRE 

43, 44, 58, 67, 91, 106, 108 

I LOVE MELVIN 10 

IRON GLOVE, THE 109 

ISN'T LIFE WONDERFUL? 98 

IT CAME FROM OUTER SPACE 5 

IT HAPPENS EVERY THURSDAY .. .21 

IT SHOULD HAPPEN TO YOU 22 

JIVARO 69 

JOE LOUIS STORY, THE 44 

JUBILEE TRAIL 45 

JULIUS CAESAR 7, 20, 34, 85 

KID FROM LEFT FIELD, THE 14 

KILLERS FROM SPACE 97 

KING OF TH: KHYBER RIFLES 31 

KISS ME KATE 4, 30, 33, 68, 91 

KNIGHTS OF THE ROUND TABLE 

1,7, 12, 20, 59, 65, 91, 97 

LADY GODIVA RIDES AGAIN 52 

LILI 10, 11, 21 

LITTLE ElOY LOST 7, 12, 29, 100 

LITTLE CAESAR 41 

LITTLE FUGITIVE 38, 90 

LONG, LONG TRAILER, THE 

73, 93, 105, 107 

MACBETH 4 

MAD MAGICIAN, THE 61 

MAN BETWEEN, THE 20, 45 

MAN ON A TIGHTROPE 21 

MAZE, THE 5 

MEN OF THE FIGHTING LADY 86 

MISS SADIE THOMPSON 

7, 29, 51, 59, 66 

MOGAMBO 14, 42, 44, 66, 92 

MONEY FROM HOME 29, 45, 103 

MOONLIGHTER, THE 51 

MOULIN ROUGE 10 

99 RIVER STREET 20, 35, 52 

OVERLAND PACIFIC 61 

PERSONAL AFFAIR 101 

PETER PAN 30, 106 

PHANTOM OF THE RUE MORGUE, 

THE 68 69 

PHANTOM S'TAlLiON . 61 

PINOCCHIO 12, 28, 31 

PONY EXPRESS 21 

PUBIC ENEMY 41 

QUO VADIS 10, 20 

RAILS INTO LARAMIE 109 

RED GARTERS 96, 101 

REPORT ON KASHMIR (short) 43 

RHAPSODY 75 

RIDE CLEAR OF DIABLO 61 

RIDERS TO THE STARS 22 

RIOT IN CELL BLOCK 11 69 

ROB ROY, THE HIGHLAND 

ROGUE 49, 56, 61, 89, 105 

ROBE, THE 9, 12, 29, 

36, 38, 41, 43, 49, 57, 67, 87, 108 

ROMAN HOLIDAY 21 

ROSE MARIE 74, 108 

SAADIA 69 

SABRE JET 53, 57 

SAN ANTONE 59 

SCANDAL AT SC0UR1E 44 

SEA AROUND US, THE 39 

SECOND CHANCE 92 

SEVEN BRIDES FOR SEVEN 

BROTHERS 79 

SIEGE AT RED RIVER, THE 53 

SHE'S BACK ON BROADWAY 5 

SLIGHT CASE OF LARCENY 51 

SNAKE PIT, THE 51 

SO BIG 4, 65, 92 

SOMBRERO 92 

STORY OF THREE LOVES 10 

STRANGER WORE A GUN, THE. . . 44 

STUDENT PRINCE 78 

TAKE THE HIGH GROUND! 10 

TAZA, SON OF COCHISE 39, 52 

TENNESSEE CHAMP 86 

THREE SAILORS AND A GIRL. . . .7, 28 

THREE YOUNG TEXANS 45 

TITANIC 5 

TOP BANANA 89, 109 

TORCH SONG 5, 42 

TOWER OF DESTINY (short) 22 

VALLEY OF THE KINGS 80 

VICKI 21, 52 

WALKING MY BABY BACK HOME 

21, 28, 35, 50, 51, 58 

WAR ARROW 51 

WAR OF THE WORLDS, THE 42, 55, 105 

WICKED WOMAN 22, 58, 108 

WILD ONE, THE 97, 108 

YANKEE PASHA 101 

YELLOW BALLOON 100 

AD IDEAS 4, 7, 10, 108 

AMATEUR SHOWS 21 

ANNIVERSARY 6, 28, 65 

APPRECIATION NIGHT 27, 60 

AUDITORIUM DISPLAY 58 

BABY ANNOUNCEMENT 65 

BAD-WEATHER BONUS 100 

BALLYHOOS 

Animal 30 

Baby Carriage 58 

Balloon 100 

Buggy 4 

Clansmen 89 

Coed Glamor Girl 91 

Collie Dogs 103 

Five Daughters 58 

Gorilla 92 

Hot Seat 27 

Jitterbug 92 

Miniature Auto 99 

Motorcyclist 108 

New Invention 99 

Porfoble Radio 58 

Statue 58 

Truck 5 

BENEFIT SHOWS 52 

BOOK COLLECTION 4 

BOOKMARKS 14 

BOXOFFICE HONOR ROLL . 49, 90 

BUMPER STRIPS 28 

CHILDREN'S 

CHRISTMAS 

FILM LIBRARY 88 

Appreciation Show 60 

Boosters 6, 14 

Free Shows 6, 11, 13 

Giveaways 14 

Greeting 13 

Idcos 11, 12 

Lobby Home Display 28 

Mistletoe Display 13 

CINEMASCOPE 

Exhibits 9 

Lobby Display 3, 63 

Newspoper Promotion 38, 57 

Street SIgni 87 

COFFEE PROMOTION 65 

COLLEGE CO-OP 67 

CONTESTS 

Basketball Dribbling 105 

Boot Identification 6 

Coloring 20 

Disk Jockey 97 

GENERAL EXPLOITATION DIRECTORY 

Dog Photo 43 

Essoy Writing 20 

Football Player 48 

Free Trip 10 

Glamor Girl 91 

Goldfish 44 

Hairdo 21 

Jingle 107 

Jitterbug 92 

Kissing 4 

Letter-Writing 7, 49 

Longest Wed Couple 51 

Miss Valentine 39 

Picture Title 59 

Stage 90 

Star Identification 44 

Television 66, 97 

CO-OP ADS 14, 

20, 29, 44, 64, 100, 105 

COSTUMED STAFF .3, 

4, 12, 33 51 

DIRECT MAIL 4, 21, 29, 43, 91 

DISPLAY ADS 

Original 7, 10, 42, 52, 90 

FLORAL DISPLAY 51 

FREE SHOPPER SHOW 5 

FRONTS 4, 12, 23, 41, 55 

GIVEAWAYS 

Auto 100 

Balloon 38 

Bicycle . . . . 6 

Gift Certificates 50 

Jalopy * 30 

Merchandise 18 

Prizes for High Grades 6 

Posses 28 

Stage Drawings 59 

GOODWILL. 51, 52, 57, 67, 89, 100 

HERALDS 

Contest 59 

Gog Newspoper 13 

Institutional 7 

Program 92 

Tabloid 5 

Teaser 35 

Throwowoy 5, 14, 35 

HORROR SHOWS 5 

HOUSE TOURS 11 

INSTITUTIONAL 

Church .7, 59 

Civic Club 97 

Group Service Plan 29 

School 13, 20, 27, 34, 44 

Women's Clubs 7, 11 

YMCA 57 

KID SHOWS 

Birthdoy Club 41 

Christmas 6, 11, 13 

Merchant-sponsored 37 

New Year's 21 

Orphan Benefit 38 

Safety 38 

LOBBY 

Animated Displays 28 

CinemoScope Circus 63 

Displays 3, 

22, 37, 41, 42, 50, 51, 95, 98 

Merchondise Exhibits 27 

Motor Boot 58 

New Invention 99 

Zoo 66 

LOW-COST FRONTS 4 

MANAGEMENT 12, 38, 51, 108 

MARCH OF DIMES 60 

MARQUEE CUTOUTS 106 

MILITARY CO-OP . .53, 57, 59, 67, 99 

MINIATURE AUTOS 99 

NATIONAL TIEUPS 2, 

26, 28, 40, 48, 56, 64, 68, 72-86, 

89, 96, 104, 107, 108 

NEWSPAPER SPECIAL SECTION .... 36 

NEW YEAR'S SHOW 21 

PERSONAL LETTERS 4 

PREMIERES 27, 44 

PROGRAMS 92 

PUBLIC RELATIONS MATERIAL ...57 

RED CROSS 59 

SAFETY IDEAS 

SCHOOL IDEAS 

38, S9 

2, 6, 11, 20, 27, 34, 44, 60 

SCREENINGS 7, 49 

SECRECY 

SIDEWALK 

PLEDGE 

DISPLAY 43, 

5 

51 

SIGNS 

Auditorium 58 

Outdoor 58, 87 

Window 108 

STAGE ATTRACTIONS 

Beauty Queen 23 

Food School 68 

Gomes 66 

Jitterbug 92 

Kiddy Talent 21 

Sports Contest 90 

Talent Shows 60, 90 

STAR APPEARANCES 44, 57, 66, 89,90 

STATUE DISPLAY 58 

STREET MODELS 

2, 20, 21, 51, 57, 58, 68, 89, 103, 108 

STREET RENAMED 67 

TAPE RECORDER 65, 1 

TALENT SHOWS 60, 

TELEVISION 

Commercials 

Contests 

Special Show 

Stor Appeorance 

Trailers 

TESTIMONIAL ADS 

TIEUPS 

Air Corps 53, 

Army 59, 

Beauty Shops 2, 98, 1 08 

Bingo 

92 

Biscuit Firm 1 05 

Bookshops 2, 58, 1 05 

Football 10, 52 

Ice Cream 

12 

Insurance 

Libraries 2, 

33 

11 

Marine Corps 

99 

Merchant 12, 14, 50, 60, 68 

Newspaper 

PTA 

- 

64 

88 

Radio 3, 50, 51, 68, 89 

Railroads 

Record 

.2 

.5, 

20, 25, 28, 30, 49, 50, 68, 105, 1 07 

Restaurant 

Savings Bank 

School 

6, 11, 13, 20, 27, 34, 44, 60, 

Science 

Television 3, 66, 

Travel 

08 

90 

33 

97 

39 

47 

97 

36 

57 

67 

65 

92 

.2, 

88 

44 

97 

91 

VALENTINE'S DAY 39, 51, 92 

WALKING BOOK MODEL 2 

WASHINGTON'S BIRTHDAY 60 

42 — 12G — BOXOFFICE Showmandiser : 

: 

April 10, 1954

MGM to Hold 6 Meets 

On 'Gone With Wind' 

NEW YORK—Emery Austin, MGM exploitation 

manager, will hold a series of six 

meetings in April, to be attended by divisional 

and field press representatives, to 

discuss promotional plans for the re-release 

of "Gone With the Wind," starting May 20 

and 21, when four test engagements will be 

held in Loew's theatres. 

Austin and the 39 men who will attend the 

various sessions will also discuss plans for 

"The Student Prince," which will be released 

June 25 and "Brigadoon," not yet definitely 

scheduled for release. The fifth opening 

for "Gone With the Wind," originally released 

in 1939, will be at Loew's Grand Theatre, 

Atlanta, May 20. with other openings 

slated for the following day. 

The eastern meeting will be held at the 

Astor hotel. New York, April 12, with Arthur 

Canton, eastern division head, and Chester 

Friedman, Toronto; Charles Felleman, New 

York; Floyd Fitzsimmons, Boston; Ed Gallner, 

Philadelphia, and Steve Pirozzi, Buffalo, 

on hand. 

The second meeting will be at the Dinkler-Plaza, 

Atlanta, April 14, with Judson 

Moses, division head, and Tom Baldridge, 

Washington; Arthur Katzen, New Orleans, 

and Jack Weiner, Jacksonville, present. The 

third meeting will be at the Blackstone hotel, 

Chicago, April 15 with Ivan Fuldauer, Des 

Moines, division head; Norman Pyle, Chicago; 

Harrison Sears, Minneapolis; Louis 

Orlove, Milwaukee, and Robert Stone, Omaha, 

on hand. The fourth meeting will be held at 

the Statler, Cleveland, for the central division, 

April 16, with E. C. Pearson, division 

head; John L. John, Pittsburgh; Joe 

Doyle, Indianapolis, and J. E. Watson, Cincinnati, 

present. 

After ten days, the fifth conclave will be 

held at the Baker hotel, Dallas, April 26, 

with E. C. Coleman, division head; Keven 

C. Genther, Dallas, and Bernie Evans, Kansas 

City, present. The final meeting will be held 

at the St. Francis hotel, San Francisco, April 

30, with Ted Galanter, division head; John 

Norcop, San Francisco; Frank Jenkins, Denver; 

Howard Herty, Los Angeles, and Alan 

Wieder, Seattle, present. 

Frank Lindkamp Is Winner 

Of Promotion Contest 

NEW YORK—Fiank Lindkamp, manager 

of the RKO Palace here, has won the $100 

prize offered by U-I for the best promotion 

on "The Glenn Miller Story" by an RKO 

Theatres manager outside of New York City. 

Judges were Harry Mandel, RKO Theatres 

advertising-publicity director, and Charles 

Simpnelli, eastern advertising-publicity department 

manager of U-I. 

Predicts Signing by Dewey 

ALBANY—Assemblyman James A. Fitz- 

Patrick, sponsor of the bill defining "immoral" 

and "incite to crime" in the state 

censorship law, indicated during a weekend 

visit here his belief that Governor Dewey 

will sign it. The Plattsburg Republican made 

the same prediction at the time the legislature 

adjourned. 

Attend Screening of The Jolson Story 

Seen at the screening in the Fox Theatre in Brooklyn of "The Jolson Story," 

which Columbia will rerelease for wide-screen projection and directional sound, are 

(above photo, left to right): Jack Cohn and Lou Weinberg of Columbia; Russell 

Downing, Radio City Music Hall; Lou Astor, Columbia; Leonard Goldenson, United 

Paramount Theatres, and Si Fabian, Fabian Theatres. 

Below: Ted Schlanger, Warners, Philadelphia; Harry Weiner and Rube Jackter, 

Columbia; Byron Linn, Comerford; A. Montague, Columbia, and George Beattie, 

Goldman Theatres, Philadelphia. 

Law Firm Is Disqualified 

In N.Y. Antitrust Suit 

NEW YORK—Judge Matthew T. Abruzzo 

in federal district court has disqualified 

David H. Isacson and the firm of Malkin & 

Isacson from representing the Fisher Studios, 

Inc., and Robert V. Fisher in their $1,052,000 

antitrust suit against the major distributors 

and others. 

The suit charged refusal to license pictures 

to Fisher for 16mm television and nontheatrical 

exhibition. Judge Abruzzo agreed 

with the report of a special master that 

Isacson had formerly been employed by Sargoy 

& Stein and had access to confidential 

data on some of which the suit was based. 

Jersey Allied Meeting 

NEW YORK—A meeting of New Jersey 

Allied has been called for Tuesday (13) by 

Wilbur Snaper, president, to discuss the National 

Allied agreement with Hal R. Makelim, 

producer. This assures him of 2,500 playdates 

for each of 12 pictures he will produce 

in a year. 

Cusack Is Named Manager 

NEW YORK — John Cusack has been 

named managing director of the Victoria. 

Astor and Bijou Theatres by Max Fellerman, 

vice-president of Lopert Films. The three 

theatres, owned by City Investing Co.. were 

placed under Lopert management March 1. 

Industry Leaders Attend 

Opening of 'Valiant' 

NEW YORK—More than 300 industry 

leaders, as well as Janet Leigh, star of "Prince 

Valiant," and other screen notables, attended 

the invitation opening of the 20th Century- 

Fox Cinemascope picture at the Roxy Theatre 

Tuesday (April 6). The picture opened 

to the public the following day. Among those 

present; 

Joey Adams 

Harry Kolmine 

Steve Allen 

Arthur B. Krim 

Barney Bolaban 

Monica Lewis 

Herman Becker 

Harry Mandel 

Sidney Blcckmer 

Robert Mochrie 

Charles Boosberg 

Charles Moss 

Horry Brandt 

Audrey Meadows 

Leo Brecher 

Russell Nype 

Dane Clerk 

Roberta Peters 

Max A, Cohen 

Milton R. Rackmil 

John Conte 

Walter Reode jr. 

Robert W. Coyne 

Samuel Rinzler 

Alfred E. Doff 

Maria Riva 

Ned E. Depinet 

Herman Robbins 

George F. Dembow 

J. Robert Rubin 

Oscar Doob 

A. W. Schwalberg 

Norman W. Elson 

Fred Schwortz 

Fabian. 

Sol A, Schwartz 

Si 

Charles J. Feldman Joseph M. Seider 

Not Fellerman 

Phil Silvers 

Emanuel Frisch 

George Skouras 

Harry Gerson 

Spyros S. Skouras 

Harry Goldberg 

Vîlbur Snaper 

Morey Goldstein 

Ed Sullivan 

Walter W. Gross 

Joseph R. Vogel 

Joseph Hazen 

Albert Warner 

W- J. Heineman 

H. M. Warner. 

Edward L. Hyman 

Robert M. Weitman 

Ben Kolmenson 

Dorothy Kilgallen and Dick Kollmar interviewed 

the celebrities from the lobby over 

WPIX and Sloan Simpson acted as emcee 

over WOR. Cameramen, newsreels, the Voice 

of America and others were on hand. 

BOXOFFICE : 

: April 10, 1954 43

— 

— 

— 

— 

— 

v 

— 

— 

— 

— — 

'Rose Marie and 'Naked Jungle Open 

Strong in Pre-Easter Broadway Slump 

NEW YORK—T\vo newcomers, "Rose 

Marie" in Cinemascope in conjunction with 

the Radio City Music Hall Easter stage spectacle 

and "The Naked Jungle" at the Mayfair, 

registered strong opening weeks in the 

face of the customary pre-Easter slump. The 

tax reduction in the price of admissions had 

little or no effect at the majority of the 

Broadway houses. 

"Pickwick Papers," which received rave reviews, 

also had a strong opening week at 

the Trans-Lux 60th Street and joined the 

other strong art house films "Genevieve," 

which was even better in its seventh week 

at the Sutton than in the previous stanza; 

"Beauties of the Night," which had a strong 

second week, and "La Ronde," which was 

sensational in its third week at the Little 

Carnegie and good in its third session at the 

Bijou Theatre in the Times Square area. 

Even "Lili," now in its 56th week at the 

Trans-Lux 52nd Street, held up exceptionally 

well and was close to the opening weeks 

over a year ago. 

Two other new pictures, both action films, 

"The Siege at Red River" at the Globe and 

"Riding Shotgun" at the Holiday were just 

above average and each will stay only two 

weeks while "Babes in Bagdad" stayed less 

than a week at the Rialto. 

Among the holdovers, "The Glenn Miller 

Story" led the field with a good eight weeks 

at the Capitol, followed by "Phantom of 

the Rue Morgue," which held up well in its 

third and final week at the Paramount. Most 

of the other theatres were mild and will open 

new pictures before Easter. 

"Prince Valiant" opened to the public at 

the Roxy Wednesday (7), following an invitation 

preview the night before, and "Lucky 

Me," also a Cinemascope picture, opened at 

the Paramount Friday (9i. The only other 

openings were French pictures but almost a 

dozen more will open before Easter. 

(Average Is 100) 

Astor Red Gorters (Para), 2nd wk 110 

Baronet Kind Hearts ond Coronets (UA), 3rd wk, 

of Guinness festival 1 I 

Bijou La Ronde (Hakim), 3rd wk 120 

Capitol The Glenn Miller Story (U-l), 8th wk...ll5 

Cinema Verdi Anita Garibaldi (IFE), 3rd wk 95 

Criterion The Best Years ot Our Lives (RKO), 

reissue, 4th wk 1 00 

Fifth Avenue Diary ot a Country Priest 

(Brandon), opened April 5 

55th Street Playhouse The Lonely Night 

(Mayer-Kingsley), 2nd wk 100 

Fine Arts Beauties of the Night (UA), 2nd wk. . .160 

Globe The Siege ot Red River (20th-Fox) 110 

Guild— Gilbert and Sullivan (UA), 3rd d. t. wk...ll0 

Holiday Riding Shotgun (WB) 110 

Little Carnegie Lo Ronde (Hakim), 3rd wk 130 

Loew's Stote Saskatchewan (U-l), 4th wk 100 

Mayfoir The Noked Jungle (Para) 150 

Normandie Soodio (MGM), 3rd wk 105 

Palace Drive o Crooked Road (Col), plus 

voudeville 105 

Paramount Phantom ot the Rue Morgue (WB), 

3rd wk 110 

Paris The Captain's Paradise (UA), 27th wk...lOO 

Plozo Julius Caesar (MGM), 23rd d. t. wk 100 

Rodio City Music Holl Rose Marie (MGM), plus 

Eoster stage show 1 55 

Trailers 

When You 

Need Them 

l»37>.WabaihAva. 

CHICAOO S. IlllNOIS 

FILMACK 

Service Is Quick 

\ Like A / 

Bunny 

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XT 

Trailers 

Famous 

For Quality 

630 NINTH AVINUI 

NIW TO*K M, N.Y. 

Rialto— Babes in Bagdad (UA) 95 

Rivoli Lost Weekend (Para), reissue, 2nd wk...l05 

Roxy Night People (20th-Fox), 4th wk., 4 days. .110 

Sutton— Genevieve (U-l), 7th wk 135 

Trans-Lux 52nd Lili (MGM), 56th wk 115 

Trans-Lux 60th Pickwick Popers 

(Mayer-Kingsley) 1 75 

Victoria Make Hoste to Live (Rep), 2nd wk 100 

Warner This Is Cinerama (Cinerama), 42nd wk. 

of two-a-day, d, t 125 

World La Lupa (Levey), 7th wk 100 

Riot in Cell Block 11" Scores 

A Fat 200 in Buffalo 

BUFFALO—Buffalo got a touch of springtime 

over the weekend following one of the 

worst snowstorms in its history the week 

before, and there were boxoffice smiles all 

along firstrun row. "Naked Jungle" lined 

'em up at the Paramount Saturday and Sunday 

and continued strong all week. "Riot in 

Cell Block 11" also brought the Century 

one of its biggest weeks in months. "From 

Here to Eternity," booked into the Center 

on account of the Academy award, went 

over for a splendid week. 

Buffalo Rose Morie (MGM), 3rd wk 100 

Center From Here to Eternity (Col), 2nd run.... 115 

Century— Riot in Cell Block 11 (AA) 200 

Cinema The Glenn Miller Story (U-l), 7th wk. 

d. t 105 

Lafayette The Nebroskan (Col); Chorge of the 

Lancers (Col) 1 00 

Paramount The Naked Jungle (Para) 190 

Teck Julius Caesar (MGM), 3rd wk 200 

Rose Marie' Scores 210 as Top 

Pittsburgh Showing 

PITTSBURGH— "Rose Marie" in Cinema- 

Scope scored a hit in Loew's Penn and was 

continued on view. Except for "Cinerama" 

at the Warner in its 16th week, other theatres 

registered under par. 

Fulton The Glenn Miller Story (U-l), 6th wk... 90 

Horns Soskatchewon (U-l), 2nd wk., 5 days. ... 70 

Penn—Rose Marie (MGM) 210 

Stanley Phantom ot the Rue Morgue (WB) . .. . 90 

Warner This Is Cinerama (Cinerama), 16th wk..l90 

Spurt in First Run Totals 

At Philadelphia 

PHILADELPHIA — First run business 

showed a spurt as the weather warmed up. 

Best average was scored by "Pinocchio" in 

the Randolph with a strong 175. The picture 

was catering mostly to the afternoon kid 

trade with those on the scene claiming that 

it was possible to shoot a deer in the theatre 

at night. 

Arcadia Julius Caesar (MGM), 9th wk 115 

Boyd Cinerama (Cinerama), 26th wk 115 

Fox Night People (20th-Fox), 3rd wk 90 

Goldman Forbidden (U-l) 97 

Mostbaum The Wild One (Col) 105 

Midtown Act ot Love (UA), 2nd wk 90 

Randolph Pinocchio (Disney), reissue 175 

Stanley The Glenn Miller Story (U-l), 5th wk. , , 1 00 

Stanton Crime Wave (WB): Duffy of San 

Quentin ( WB) 1 05 

Trans-Lux Beat the Devil (UA), 3rd wk 105 

Studio Man Between (UA), 2nd wk 100 

Baltimore Grosses Slump; 

"Pasha' Best at 105 

BALTIMORE—Seven holdovers and only 

two new attractions at first runs didn't help 

current gro.sses. Lacking the initial boost of 

"openings," the boxoffices looked to weekend 

crowds which were fairly substantial. 

Century Bad for Each Other (Col) 100 

Hippodrome From Here to Eternity (Col) 85 

Keiths Yankee Posho (U-l) 105 

Little The Coptain's Paradise (UA), 6th wk 90 

Moyfair- Ride Clear ot Diablo (U-l) 90 

New— It Should Hoppcn to You (Col), 4th wk.... 80 

Playhouse— The Moon Is Blue (UA), 8th wk 90 

Manlfv—The Naked Jungle (Para) 100 

1own--Night People (20th Fox), 3rd wk 85 

Albany Area Theatres 

Hold Line on Prices 

ALBANY—Except for minor adjustments 

here and there, theatremen in this area held 

the line on admissions following .signing of 

the excise tax relief bill. To many theatres 

charging 50 cents or less, elimination of the 

entire 20 per cent levy gave new life and 

hope. 

The local Palace cut its evening and allday 

Sunday scale from 85 to 80 cents. The 

Strand lowered its special $1 night price 

on "Phantom of the Rue Morgue" to 80 

cents and from 74 to 60 matinees. 

Drive-in also generally held their former 

scales. Harry Lamont had his drive-in managers 

here for instructions on what to answer 

when patrons asked why the tax reduction 

was not passed on to them. Lamont 

said about 10 per cent of the airer customers 

had asked about price changes, only about 

half of which were serious. 

King Brothers Promoting 

Film for Triple Opening 

NEW YORK—Frank and Herman King 

have been active in the promotion ot "Carnival 

Story," which will open simultaneously 

Friday (16) at the Criterion here, Mastbaum, 

Philadelphia, and Woods, Chicago. Herman, 

accompanied by David Cantor, RKO exploitation 

manager, returned Wednesday (7) from 

Chicago where he was interviewed by newspaper 

film editors and on television and 

radio shows. He began a series of interviews 

here. 

Frank King left the same day for Hollywood 

after conferences with RKO executives 

and press interviews. He will join his brother, 

Maurice, who is 

engaged in production. 

Steve Cochran, who co-stars in the picture, 

is also making public appearances in behalf 

of the picture. 

Endicott Circuit Leases 

Spring Valley Theatre 

NEW YORK—The Endicott circuit, headed 

by Kantor, Namenson & Renner, has 

taken a long-term lease on the 900-seat 

Valley Theatre in Spring Valley, from the 

Spring Valley Theatre Corp., headed by 

Maybelle Hopkinson. The new owner will 

rehabilitate the theatre and install air-conditioning 

and Cinemascope. 

Endicott has also leased the Circle Theatre, 

Parkchester and the Globe Theatre, Pelham 

Parkway South, the Bronx. Berk & Krumgold, 

theatre realty specialists, negotiated all 

three 

deals. 

Quick 'Eternity' Start 

ATLANTIC CITY—At 10 p.m. on the eve 

of the announcement of the Academy award 

winners, George Schwartz, owner of the 

Beach Theatre, who had taken a gamble 

and booked "From Here to Eternity" for 

the next day, had two lines of his marquee 

already in place. The top line was mi.ssing. 

Immediately after the radio announced the 

winner, in went "Academy Award Winner." 

He reports good business on the repeat. 

"Eternity" originally opened locally at the 

Beach and .set a record for long runs here. 


IWG 

P®^soone\ 

at^^® 

/^VAGE- 

FJ^ IfmA ^0 ÂflTz^ the 

UA EXHIBITORS 

circuit buyers and bookers 

for their many years 

of 

cooperation in helping 

to 

make this, 

our 35th Anniversary year, 

the greatest 

in the history of 

UNITED ARTISTS

Sl\Sl 

TO DA>^ 

MONTUEWEDTHIIRFUI SAT 

i^ T H ^ 11 (TD 111 

f 

17Z I/^ i^^^ ^

We wish to thank the 

UA EXHIBITORS 



of cooperation in helping 

to make this, 

our J5th Anniversary year, 

UNITED ARTISTS 

^^NNjVgg^^^

. . . Rube 

Howard 

. . Mike 

B R O A D W Ay 

. . . 

^harles B. Moss, executive director of the 

Criterion Theatre and the B. S. Moss 

Theatres, returned from a six-week tour of 

the European film production centers . . . 

Foster M. Blake. Universal western 

Norman 

sales 

manager, left for Kansas City 

Gluck, vice-president of United World Films, 

returned from a South American trip . . . 

Harry W. Martin, technical adviser for the 

J. Arthur Rank Organization, planed in (St 

Jackter, Columbia assistant sales 

manager, left for Florida . . Frank King 

. 

of King Bros. Productions, returned to Hollywood 

after New York conferences on RKO's 

release, "Carnival Story." 

Seymour Mayer, regional director of the 

Far and Middle East for Loew's International, 

is back from his semiannual tour of offices 

and theatres in his region . . . Pierre Cavazzuti, 

chief technician of MGM of Italy. Jack 

Guggenheim, manager of MGM of Switzerland, 

and Alberto Walker, manager of MGM 

of Peru, are in New York for conferences 

35tn ^^nnlver&airu 

REILLY 

to 

with Loew's International home office executives 

on Perspecta stereophonic sound . . . 

Mort Blumenstock. Warner Bros, vice-president 

in charge of advertising and publicity, 

is here from Miami, where he attended the 

opening of "Lucky Me." Cinemascope musical 

.. . Baillie, manager of Paramounfs 

Olympic Laboratories in London, returned 

on the Queen Mary April 2 after a 

New York business visit . . . L. D. Netter jr., 

general sales manager of Altec Service Corp.. 

left for Scranton and then Wilkes-Barre for 

conferences with executives of the Comerford 

and Penn-Paramount circuits on stereophonic 

sound. 

Herbert J. Yates, president of Republic, 

accompanied by Vera Ralston and William 

Saal, his executive assistant, returned on the 

United States April 7 after a survey of 

distribution in Europe. Richard W. Altschuler. 

president of Republic International, got 

in April 6 following a six-week tour of the 

European branches . . . Nat Levy. RKO 

Ulnited ^Ârrtldtd 

FROM 

Ljreelings 

ELECTROTYPE COMPANY 

FOR 

20 Ife feard 

SUPPLIER TO U.A. 

ELECTROTYPES MATS PLASTIC TYPES 

Best Wishes to U-A on 

Their 35th Anniversary 

OF 

J. R. Shays Jr., Inc. 

eastern-southern division sales manager, visited 

Washington and Philadelphia branches 

during the week . Simons, MGM 

exhibitor relations head, got back Friday (9) 

after attending the Milwaukee Allied convention 

. . . Milton Gunzberg. who first introduced 

3-D in "B'wana Devil." and Mrs. 

Gunzberg. and Jacques Braunstein, director; 

Barry Mirkin. director, and Billy Eckstine, 

nightclub star, sailed to England on the 

Liberte Thursday (8). 

Van Johnson, who has been making location 

shot.s for MGM's "The Last Time I Saw 

Paris." got back from Paris April 6 and left 

immediately for the coast . . Judy Holliday 

. 

. . . Jane 

left April 5 by plane for Hollywood to start 

her next Columbia picture, "Phfft" 

Russell and her husband. Robert Waterfield, 

got in from Hollywood April 6 for a series 

of conferences with United Artists executives 

on their Russ-Pield company, which will 

make six features for UA over the next three 

years. 

Janet Leig^h, star of "Prince Valiant." 20th 

Century-Fox Cinemascope picture at the 

Roxy, returned to Hollywood after attending 

the New York opening . . . Vera Lynn, British 

recording star, and her husband Harry Lewis, 

and Patricia D'Or, British film and TV 

actress, arrived from London . . . Humphrey 

Bogart and Lauren Bacall flew in from London 

via Pan-American after Bogart completed 

"The Barefoot Contessa" for United 

Artists release, filmed in Rome by Joseph 

Mankiewicz. 

. . . Neil 

Anne Baxter, star of RKO's "Carnival 

Story," flew back to Hollywood 

North, British juvenile actor who played 

in "The Winslow Boy" and "Tom Brown's 

School Days." is in America to do TV shows 

. . . Stanley Kramer got in from Hollywood 

for a week of conference with United Ai'tists 

officials on his forthcoming picture. "Not as 

a Stranger," for which he will pick a New 

York stage actor . . . Bernard Kamber, vicepresident 

of Ivan Tors and Greene-Rouse 

Productions, returned to Hollywood to discuss 

the advertising and publicity campaign 

on the new UA release, "Gog." 

Victor Saville, who will produce the Warner 

Bros. Cinemascope picture, "The Silver 

Chalice," is here to scout players for the 

film . . . Benn H. Rosenwald. MGM Boston 

manager, was in for home office conferences 

. . . Lillian Jeffrey, secretary to Joseph R. 

Vogel of Loew's, was back from a Mexico 

vacation . . . Richard Brooks, director of 

Saw Paris," planed 

MGM's "The Last Time I 

in from Europe and left for the coast. 

After a series of conferences in the home 

office, Mort Blumenstock, vice-president in 

charge of advertising and publicity for Warner 

Bros, left for the coast. While here he 

set up campaigns on "A Star Is Born." "Dial 

'M' for Murder," "Them!," "Ring of Fear" 

and "The High and the Mighty." 

Vincent Trotta has his one-man art exhibit 

of portraits of GI's. POW's and celebrities on 

the Rivoli mezzanine lounge during the current 

engagement of "Lost Weekend" .... 

Phil Silvers, who is starred in "Lucky Me" 

with Doris Day, went to Miami for the opening 

there .... Shelia Bernstem, secretary to 

Rodney Bush. 20th-Fox exploitation manager, 

was married to Irving Friedman and is on a 

Florida honeymoon. 

48 BOXOFFICE : 

: April 10, 1954

ov^ 

vag^^- 

F^^ it^w^ ^(? thank the 

UA EXHIBITORS 



of 

cooperation in helping 

to make this, 

our 35th Anniversary year. 

the greatest 


UNITED 

! 

'in,. ''î: 

, an k .'.-*!• JLi:^fj7v.-:r.'n'Hi;!rtxris^r-^rm>».'' •'" ARTISTS 

-îj'.'v-'/i'a.'.jK'iT t.

Silent Days Stars at Party for Lillian Gish Britain Is Notified 

NEW YORK—Gloria Swanson, Carmel 

Myers (Mi's. A. W. Schwalberg), Neil Hamilton, 

Aileen Pringle and other stars of the 

silent era attended the reception in honor 

of Lillian Gish, which the Museum of Modern 

Ai't sponsored to launch the five-month film 

festival commemorating the 35th anniversary 

of the founding of United Artists. 

Others who attended the reception at the 

guest house of Mrs. John D. Rockefeller III 

April 4 were: Stuart Ei-win and June Collyer, 

Regina Wallace, Una Merkel, Josef Von 

Sternberg, Noel Meadow, Ilka Chase, Anita 

Schwalberg Considering 

Summer Para. Pageant 

NEW YORK—A. 

W. Schwalberg, president 

of Paramount Film Distributing Corp., is 

considering setting up another Paramount 

Pageant during the summer, following the 

exhibitor enthusiasm for the spring Pageant, 

which had "Knock on Wood," "Elephant 

Walk" and "About Mrs. Leslie" shown in 35 

key U.S. cities and in Toronto, Canada. 

Realizing that theatremen approved of the 

showings, Schwalberg said: "It being Paramount's 

long-standing policy to cooperate in 

every way possible with independent exhibitors 

and circuit operators, we are now considering 

the possibihty of putting on a product 

pageant this summer. If it is feasible 

to do so—that is to say, if we can secure the 

theatres and conclude the other necessary 

arrangements, we shall give them another 

new product display and review of forthcoming 

boxoffice attractions." An estimated 

25,000 persons attended the March 29-ApriI 2 

all-day showings of the three pictures, 

Schwalberg said. 

Noon NY Library Shows 

Draw Capacity Crowds 

NEW YORK—F^-ee showings of documentary 

films in the New York Public Library 

at Fifth avenue and 42nd street during the 

lunch hours are drawing stand-up crowds. 

A seven-week series of Friday shows was 

started April 2. Two shows are put on at 12 

and 1 p.m. The first program included "Does 

It Matter What You Think?" British Information 

Film; "Stepping Along With Television," 

and "Hunting With a Camera," and 

"Born Equal." 

Loos, Louise Brooks and Max E. Youngstein, 

Francis M. Winikus, Al Tamarin and other 

United Artists executives, as well as Schwalberg 

of Paramount. Miss Gish is the star 

of "Way Down East," the first picture in 

the UA festival, as well as star with her 

sister, Dorothy in "Orphans of the Storm," 

the second picture of the 21 UA releases to 

be shown in the festival. 

The photo shows Miss Gish, second from 

right, the guest of honor. Others are, left 

to right: Gloria Swanson, Carmel Myers, 

Youngstein, vice-president of UA, and Schwalberg 

of Paramount. 

Five Exhibitor Leaders 

Join UA Dinner Group 

NEW YORK — Harry Brandt, Emanuel 

Frisch, Eugene Picker, Walter Reade jr. and 

George P. Skouras have accepted posts on 

the honorary committee for the United Ai-tists 

Ajiniversary testimonial dinner to be 

sponsored by the Variety Club. Tent No. 13, 

in Philadelphia May 5. 

Brandt is president of Brandt Theatres 

and of the Independent Theatre Owners 

Ass'n, Fi-isch is treasurer of Randforce 

Amusement Co., Picker is in charge of the 

Loew's cii'cuit in greater New York, Reade 

is president of Walter Reade Theatres and 

Skouras is president of the United Artists 

Theatre circuit. They join Leonard H. Goldenson, 

Sol A. Schwartz, Joseph R. Vogel, 

Harry Kalmine, Samuel Rinzler. Louis W. 

Schine and other exhibitor leaders on the 

dinner honorary committee. 

Hakim Release Opened 

NEW YORK—"The Lovers of Toledo," 

English language version of an Italian film 

produced by Raymond Eger and Lux Films, 

opened a first run engagement at the Trans- 

Lux 72nd Street Theatre Friday (9). Alida 

Valli and Pedro Armendariz are starred and 

Gaston Hakim Productions is releasing in 

the U.S. 

Kelly Moves to Paris 

NEW YORK- Ai-thur W. Kelly, sales representative 

for Charles Chaplin, has set up 

new headquarters in the United Artists Paris 

office after closing his office here. He is a 

former UA vice-president. Chaplin is now 

living abroad. 

Of May Sound Tests 

LONDON — Twentieth Century-Fox will 

conduct tests of stereophonic sound compared 

with single-track sound here late in 

May, Murray Silverstone, president of 20th 

Century-Fox International Corp., told the 

press Monday (5i. His conference followed 

the lines of that in New York conducted by 

Spyros P. Skouras, president. 

Silverstone said new Cinemascope taking 

lenses had been developed, that prices are 

reduced on Bausch & Lomb projection attachments, 

that exhibitors are guaranteed a 

profit on Cinemascope pictures, that 20th- 

Fox will not market projection attachments 

and that it will back all processes capable of 

combatting television competition. 

He said he was studying the possibility 

of production here of quota pictures in 

Cinemascope. He attacked a local releasing 

system which, he said, mitigates against the 

presentation of fewer and bigger pictures. 

Skouras had said at his New York conference 

that it would be repeated in all the 

principal cities of the world. 

Frederick Lonsdale Dies; 

Noted Playwright 

LONDON—Frederick Lonsdale, 73, one of 

the most successful playwrights of the 1920s 

and 1930s who also wrote screenplays for the 

early talking pictures, died April 4. 

Lonsdale wrote "The Last of Mrs. Chey- m\ 

ney," which was produced on Broadway with I 

Ina Claire in 1925 and made by MGM into 

a part-talking picture starring Norma 

Shearer in 1929, then made starring Joan 

Crawford in 1937 and again made as a starring 

vehicle for Greer Garson as "The Law 

and the Lady" in 1951. He also wrote, 

"Spring Cleaning," "On Approval" and "Aren't 

We All?" all Broadway hits later made into 

pictures. He wrote the screenplay for "The 

Private Life of Don Juan," starring Douglas 

Fairbanks and Merle Oberon," in 1934. 

Rites for Ernest Mattsson. 

Film Importer, Are Held 

NEW YORK—Ernest Mattsson, president 

of Scandia Pilm^, Inc., distributors of Swedish 

Film in this country, died Saturday (3) in 

the Lenox Hills hospital after a brief illness. 

Fîneral services were held Monday (5) at 

8 p.m. at the Universal chapel, Lexington 

avenue at 52nd st. 

Mattsson was born in Bridgeport and had 

been in the foreign motion picture business 

practically all his life. He handled "Intermezzo," 

starring Ingrid Bergman. He was a 

member of Motion Picture Pioneers and the 

Swedish Chamber of Commerce of the United 

States. His wife, Alice, survives. 

RCA Promotes Sleeter 

NEW YORK — Prank Sleeter has been 

elected vice-president, facilities administration. 

Radio Corp. of America. He joined RCA 

in February 1946, and was director of plant 

engineering from June of that year until last 

January when he became director the plant 

facilities administration. 

50 BOXOFFICE 

: 

: April 10, 1954

. . 

. . 

ALBANY 

A beautiful spring Monday, following recordbreaking 

low temperatures at the weekend, 

brought to Filmrow Don Gilson, operating 

drive-ins at Canton, Massena and Alexandria 

Bay, and the Bay Theatre, Alexandria 

Bay; Tony Scalise, Gilson's partner in Sunset, 

Canton and the Bay; Phil Baroudi. 

North Creek and Indian Lake; Bob Flockhart, 

Starr, Corinth; Ben Coleman, buyerbooker 

for John and Philip Marotta's Carman 

Drive-In, Guilderland; Joe Saperstein, 

Fabian division booker; Sartos Smalldone. 

Malta Drive-In, Malta; Sylvan Leff, Highland 

and Rialto, Utica, and Town, Watertown; 

George Thornton, Orpheum, Saugerties; 

Clarence Dopp, Frankfort and Northville; 

F. Chase Hathaway, Hathaway's 

Drive-In, North Hoosick; Vincent Hayes, 

Sharon. Sharon Spring. 

George Thornton reported that the Windham, 

Windham, will reopen for weekend operation 

April 18, with Joe Dealy as manager. 

The Catskill mountain situation is one of 

three in which Thornton holds an interest. 

He also operates the Orpheum in Saugerties 

and the Orpheum in Tannersville. The Tannersville 

theatre, destroyed by fire last spring 

p.s it was being prepared for reopening, is 

being rebuilt. 

Frigid weather forced Don Gilson to close 

the Sunset Drive-In after two nights of 

operation, but he planned to relight Thursday 

(8). Jimmy Fisher, who was to reopen 

the Hollywood Drive-In at West Sand Lake, 

deferred doing so for a week because of the 

low temperatures. Joe Miller unlocked the 

gates at the Menands Drive-In, and ditto 

Fabian Theatres at the Mohawk, under 

freezing conditions . . . Johnny Capano, 

Universal booker and operator of the State, 

Troy, tried a 20-cent admission rate for 

women accompanied by men, but discontinued 

it because of unsatisfactory results. 

The drive-in under construction near Fort 

Johnson will open in June, probably under 

the name of the Fort Johnson. Ben Coleman, 

buyer-booker for John and Peter Marotta, 

who own the Carman, will operate the new 

ozoner. It is a 500-car situation . . . Vincent 

Hayes, who with his father conducts the 

Sharon at Sharon Springs, will probably reopen 

it somewhere between June 15 and 27. 

A former Smalley theatre, the Sharon will be 

bought and booked by Jules Perlmutter. 

Phil Rapp, manager of the State, Schenectady, 

expressed high praise for his maintenance 

man, Joe Punk. The latter's most 

recent contribution to the beautification of 

the first run was redecorating the men's and 

women's restrooms. Electrician Frank Finch 

and floor supervisor Fred Gough also drew 

commendation from Rapp. 

Michael Matochiere, night assistant at the 

Palace in recent months, left to rejoin George 

Lourinia at the Saratoga Drive-In. Mike 

served as Lourinia's assistant there last season. 

The special MGM exploiteer who recently 

spent several weeks here working with Palace 

Manager Bill With on a campaign for "Julius 

Caesar" was Hugh Jones. Jones, here before 

on promotion for Columbia, has also been 

a successful press agent for stage shows . 

Among those viewing "Stalag 17" at Fabian's 

Grand Sunday afternoon was Mrs. Charles 

A. Smakwitz, wife of the Stanley Warner 

zone manager. She had seen the other half 

of the Paramount Academy award bill, 

"Roman Holiday." The Grand, which garnered 

good business for this show, as well as 

for the previous repeat of the prize-winning 

"From Here to Eternity," had standees at 

the Sunday matinee. Manager Paul Wallen 

followed Friday (9i with a third Academy 

award dual release, "Shane" and "Come 

Back, Little Sheba." 

Ben Becker and Charles Ryan were to be 

the "kings for the day" at the weekly Variety 

Club dinner in Keeler's restaurant Monday 

(12). Becker, vice-principal of Philip Schuyler 

high school, arranged the recent twonight 

eastern states intersectional boxing 

tournament at Odd Fellows hall for the 

benefit of the Camp Thacher fund . 

Johnny Capano plans to pass on a portion 

of the tax reduction in occasional admissions 

at the State in Ti-oy. He will admit children 

the first hour or hour and a half of the 

Saturday performances April 19 at 15 instead 

of 20 cents. Later, Capano will cut the 

price for adults on two "off" nights to 40 

cents, as an experiment and a gesture. Johnny 

doubles as booker at U-I. 

Two Stanley Warner managers moved at 

the same time: Al LaFlamme, Strand, from 

an apartment on Spring street to one on 

New Scotland avenue near St. Peter's hospital, 

and Oscar J. Perrin, Madison, from 

Morris street to the Eloise apartments. South 

Lake and Western avenues. 

The Menands Drive-In reopened Friday 

(2) under the direction of Joe Miller. It is 

located on the Albany-Troy road . . . Norman 

Jackter, Columbia manager, scheduled 

a trip to Kallet Theatres offices in Oneida 

for a huddle with buyer Sid Kallet. Jackter, 

and his family spent the weekend in New 

York. 

Some 150 persons attended the Paramount 

pageant preview of "Elephant Walk," "About 

Mrs. Leslie" and "Knock on Wood" at the 

Delaware last week. They included Mr. and 

Mrs. George Holtrey, Harrisville, Harrisville; 

Mrs. Wadad Boumansour, Plaza, Malone; 

Saul J. UUman, Fabian Theatres; Mrs. Mary 

Jarvis, Delmar, Delmar; Sartos Smalldone, 

Drive-In, Saratoga; Bob Johnson, chief buyer, 

Smalley Theatres, Cooperstown; Ben Coleman, 

buyer-booker for Carman Drive-In, 

Guilderland; Morris Klein, Hunter, Hunter, 

and Hi-Way Drive-In, Coxsackie, and Mary 

Flynn, Upstate Theatres, Albany. Manager 

Dan Houlihan arranged the screenings. 

A ban on smoking "in any room in any 

theatre within the city" has been ordered by 

Amsterdam Fire Chief Edward Buhrmaster. 

Acting under authority conferred by an ordinance 

unanimously adopted by the Amsterdam 

common council March 2, Chief Buhrmaster 

notified theatre managers that henceforth 

smoking was "out." He issued the order 

"in the best interests of public health, welfare 

and safety." 

Adolph Nussbaum Dead 

NEWARK, N.J.—Adolph Nussbaum, 75, exhibitor, 

died after a long illness. He operated 

the National and Avon theatres here. He 

leaves a son. Dr. Milton Nussbaum, and two 

daughters, Mrs. Irving Klein and Mrs. Jacob 

Schaffer. 

B U F F ALO 

The big spring snowstorm caused postponement 

for a week of the opening of driveins, 

orginally scheduled to bow in Thursday 

(1). The following inaugurated the 1954 season 

Wednesday (7); Aero, Broadway, Buffalo. 

Delaware, Lakeshore .Skyway, Skyway, 

Park, Sheridan and Star. All are booked by 

Cooperative Theatres, of which Myron Cross 

is the local manager. 

"From Here to Eternity" was booked into 

the Center, downtown UPT house in Buffalo 

Friday and had a very strong opening, as did 

the Regent, UPT theatre in Rochester, which 

opened with the same Academy award winner. 

The Center will foUow "Eljmity" with 

a double Academy award show, "Stalag 17" 

and "Roman Holiday." 

Basil's 

Under the new tax setup, downtown firstruns. 

Shea's Buffalo, the Paramount and Center, 

UPT; Century, UA theatre circuit; 

LaFayette and Shea's Teck have gone down 

from 55 to 50 cents from opening at U a.m. 

to 6 p.m. The night prices, starting at 6, will 

remain at 80 cents. Children's price is 25 

cents, the UPT Seneca in South Buffalo and 

the Elmwood, operated by Al Pierce at Elmwood 

and Utica, both of which advanced 

their price to 5 cents, have gone back to 

50 cents. Most of the other communities 

charging 50 cents are remaining at that 

figure. 

The telecasting of the Carl Olson-Kid Gavilan 

middleweight championship fight last 

Friday night took a smack at downtown, as 

well as community boxoffices in Buffalo 

WUliam P. Rosenow will be at his old 

. . . 

stand as managing director of the Skyway 

Lakeshore Drive-In and William Brett again 

will be at the managerial helm at the Skyway 

Niagara. Rosenow has had a busy 

spring season in his Buffalo Theatre Service 

"Martin Luther," which he is handling in 

upper New York state. 

Lou Levitch, manager of the Granada, a 

Schine community house on north Main 

street, put on a "mammoth all-electric living 

show" on stage Wednesday (7) at 1:30 

p.m. The show was sponsored by Nick Delgato, 

local radio and appliance dealer. There 

were prizes and David Davis put on a fashion 

show as an added event. Specialists from the 

Niagara Mohawk Power Corp. conducted the 

electric cooking part of the show. 

George J. Gammel, head of the Gammel 

circuit and president of the MPTO of western 

New York, leaves AprU 28 with Mrs. Gammel 

for a two-month tour of Europe. Gammel 

has just moved into his beautiful new ranch 

type mansion on Brantwood road in Eggertsville 

Chief Barker Billy Keaton and 

. . . convention delegates Murray Whiteman, past 

chief barker, and Marvin Jacobs, Tent 7 

heart chairman, reported to Buffalo Variety 

Club members Monday on the big Dallas 

powwow. The reports were made at a dutch 

treat luncheon in the club's Delaware avenue 

headquarters. 

John Kane, manager of the Cinema, is 

a happy guy these days. His 500-seat house 

is jamming 'em in with "The Glenn Miller 

Story," now in its eighth week in downtown 

Buffalo. It ran a solid month at Basil's 

LaFayette. 

Betta St. John will star with Arthur Kennedy 

in the Josef Shaftel production, "The 

Bandits," to be directed by Edgar Ulmer. 

BOXOFFICE : 

: April 10, 1954 51

PHILADELPHIA 

pstablishment of the A. M. Ellis chair of 

Heprew and Semitic languages and literatures 

at the University of Pennsylvania 

was announced Thursday (1). Ellis, prominent 

Philadelphia motion picture exhibitor, 

hosiery manufacturer and philanthropist, has 

enabled the university to inaugurate the newchair 

and appoint Dr. Ephraim A. Speiser. 

internationally known archaeologist, to the 

Ellis professorship. Ellis' gift to the university 

was motivated by a lifelong interest 

in Biblical studies, of which he has been a 

devoted follower. 

A traffic policeman recently stopped a 

little girl he knew who wa-s leading her 

brother blindfolded toward the Esquire. The 

officer inquired, "Was he hurt?" "No," the 

sister replied, "but we do this Saturdays w'hen 

it is sunny. With his eyes covered up that 

way before we go in, he can find seats for 

us in the dark when take it off" . . . Tlie 

I 

Stanley Warner and Goldman theatres in 

first run situations have held the price line 

since the tax reduction was announced. 

However, the Fox, Arcadia and Studio have 

announced some price reductions. 

. . . 

. . . 

. . 

Sandy Gottlieb's Tri-State Theatre Service 

is now servicing the Liberty in Exeter 

The Roxy in Harrisburg has shuttered 

National Service Corp., Roy SuUender's booking 

combine, is servicing the Sky-Vu Drivein 

in Gratz . . . Charles Goldfine and Earle 

W. Sweigert are to service the Andalusia 

May 

Drive-In, which should open soon . 

30 is set for the opening of the Bethlehem 

Amusement Corp.'s 830-car Route 22 Drivein 

in Bethlehem. Harold Hirshberg is secretary 

of the corporation. 

F. Grayek is doing his own booking and 

buying for the Park in Scranton , . . Melvin 

J. Fox's Levittown is set to open May 30 . . . 

. . 

Allied Motion Picture Theatre Service is 

servicing the Sandy Beach Drive-In in Harvey's 

Lake . Mercer Drive-In Corp.'s Route 

130 Drive-In near Trenton, N.J., has changed 

its name to the Trenton Drive-In. 

One of the surprising features of the recent 

adjustment in prices due to the tax reduction 

has been the actual raising of prices 

in some situations in order to get rid of the 

odd pennies. Most houses with admissions of 

less than 50 cents, passed on the reduction 

to the customer. In admissions from 50 to 

60 cents, the saving was shared between the 

theatre and the patron, and with admissions 

above 60 cents, the theatre took most of the 

saving. 

Gene Edwards is no longer associated with 

the Medford in Medford, N.J. Mac McGuire, 

disk jockey over radio station WIP. now is 

operating the theatre, and John Garrison is 

doing the booking and buying. 

"Variety Tent 13 will hold its first Kings for 

a Day luncheon Monday (12) in the Bellevue 

Stratford hotel. The occasion will honor

. . Don 

. , The 

Pine 

RICHMOND Attend Skouras Dinner in Baltimore 

The Isis, Lynchburg, has closed. Graig Cousins 

was manager . Virginia assembly 

has passed a bill which takes motion picture 

theatres out of the Virginia code pertaining 

to Sunday operation .... A bill has been 

introduced in the General Assembly to prohibit 

erection of a motion picture screen in 

a position visible from any state highway. 

The Asta, Maryus. is now showing only 

16mm. film .... The Colonial installed 

Cinemascope and stereophonic sound 

Horace Harris is new assistant manager at 

the Beacon, Hopewell, replacing Donald 

Hatch, who resigned. 

Buck Stover, Virginia. Alexandria, is vacationing 

in Florida .... Floyd Strawls, Fabian 

circuit advertising manager, is on vacation 

. . . . D. H. Covington, Ashland, Ashland, was 

in Washington on business .... Lou Golding 

and Bernie Brooks, Fabian circuit home of- 

. . . 

fice, were in Richmond to see A. Frank O'- 

Brien Ben Somma, Henrico, Highland 

Springs, and D. H. Covington, Ashland, vacationed 

with their- families in Florida .... 

Joe Gins, U-I manager, was in Richmond to 

see Sam Bendhiem .... 20th-Fox Manager 

Ira Sichelman was in the Neighborhood 

Theatre home office .... Tom Halligan, Williamsburg, 

was in Washington getting ready 

for Cinemacope. 

A Lee aide was held up by a gunman and 

robbed of $194.20 .... Fabian circuit has 

taken over the Virginia Beach Drive-In. Virginia 

Beach .... Harley Davidson's Independent 

Theatre Service is booking and buying 

for the State and ClarkesvUle Drive-In, 

Clarksville. 

WEST VIRGINIA 

Oeorge H. Sallows, Morgantown exhibitor, 

SW 

served as an honorary pallbearer at the 

funeral of Roy M. "Legs" Hawley, director 

of intercollegiate athletics at the University 

of West Virginia, who died in Pittsburgh's 

West Penn hospital after a heart attack . . . 

Sam and John Ellis, Clarksburg drive-in exhibitors, 

visited in Hollywood . . . The 

Ritz at Clarksburg recently staged a successful 

yo-yo contest for kiddies and a "Saskatchewan" 

scrambled word contest which 

brought in more than 700 correct answers. 

Winners received guest tickets. The stage 

musical, "Annie Get Your Gun," was a oneperformance 

feature at the Ritz. 

The Oaks Open-Alr Theatre near Morgantown 

reopened under the supervision of 

George H. Sallows, Morgantown exhibitor. 

Jack Maple, exhibitor at nearby Point 

Marion, Pa., remains as a part owner of the 

Oaks . C. Hayman, Belingtcn-Tunnelton 

exhibitor, reported to Los Angeles to 

inaugurate his annual publicity campaign for 

the Clyde Beatty circus. 

The stag:e musical, "South Pacific," has 

been booked by the Capitol, Wheeling, for the 

week of May 3-8 ... . View Drive-In 

near Morgantown reopened with a free show 

April 1 . . . . Town & Country Drive-In, also 

near Morgantown, recently opened for the 

new season .... West Virginia Allied's summer 

convention will be held at the Greenbrier 

hotel. White Sulphm- Springs, August 24-25, 

along with Allied States Ass'n's summer board 

meeting. 

An imposing group of guests from Washington, 

New York and other centers attended 

the testimonial dinner given by 

Baltimore Variety Tent 19 to Spyros P. 

Skouras, president of 20th Century-Fox, as 

the Industry Man of the Year. Above 

left to right: Isador M. Rappaport, general 

chairman of the affair; Skouras; Rodney 

Collier, Tent 19 chief barker; William 

C. Rogers, deputy U.S. attorney general, 

and Gen. James Van Fleet, retired, a 

20th-Fox director. Adjacent photo shows 

Gov. Theodore McKeldin of Maryland 

presenting the plaque to Skouras, with 

Chief Barker Collier, center, smiling approbation. 

UA Names Sidney Cooper 

Washington Branch Head 

NEW YORK—Sidney Cooper, United Artists 

branch manager in New Haven, has been 

named manager of the Washington branch 

by B- G. Kranze, general sales manager. 

Cooper, who takes over April 12, succeeds 

Arthur Levy, resigned. 

Cooper's entire industry career has been 

in association with United Artists. He began 

as a salesman in Pittsburgh ten years ago 

and later transferred to Detroit. He was 

named branch manager in Cleveland before 

taking the New Haven post. 

Irving Mendelson has been moved up from 

city salesman in the Boston exchange to 

branch manager of the United Artists New 

Haven exchange. He has been associated 

with UA since 1941, when he became officer 

manager and salesman in New Haven. He 

has held the city saleman's post in Boston 

since 1942. He first entered the industry 

with Universal in 1936 and was later with 

Paramount in the Albany exchange. 

George Tice Leaves AA 

To Build New Ozoner 

PITTSBURGH—George Tice has resigned 

sales duties with Allied Artists to devote all 

his time to exhibition. A veteran of nearly 

30 years on Filmrow, Tice was with Columbia 

for 20 years as salesman and branch manager. 

He and Mrs. Tice operate the Park 

Theatre, Homestead Park, and have a partnership 

interest in the Twin Hi-Way Drive-In 

near Crafton. Free from film sales after 

Easter, Tice with George Saittis and associates 

will construct a new outdoor theatre 

in West Mifflin borough on Thompson Run 

road. 

BALTIMORE 

T Lawrence Schanberger, owner of Keiths 

had film star Jeff Chandler in town in 

advance of "Yankee Pasha." His brother 

Fred Schanberger jr. became a grandfather 

again last week, when daughter, Mrs. Michael 

Flynn jr., gave birth to a son in Washington. 

Mrs. Helen Leonard, secretary with Rappaport 

Theatres, has returned home after 

undergoing surgery at Sinai hospital . . . 

C. Elmer Nolte sr., executive of the Durkee 

Enterprises, has returned from a winter in 

Forida. 

Howard county planning commission has 

approved plans for an open-air theatre to be 

built along Route 40 about five miles west 

of the city line and Rogers avenue. The 

plans were submitted by Max Goodman, 

Ellicott City. Md.. theatre owner who, several 

months ago, tried unsuccessfully to get the 

tract of land rezoned from residential to 

commercial use for a theatre. His plans 

finally were approved during a meeting of 

the commission . . . Ira Sichelman of Washington's 

20th-Fox office, was in town. 

White House Installations 

WASHINGTON, D.C.—The installation of 

Cinemascope and stereophonic sound in the 

White House, reported as having been completed 

early in March, actually got under 

way March 31, according to E. O. Wilschke, 

operating manager of Altec Service Corp. 

The entire installation, including screen, 

lenses and stereosound equipment, is in 

charge of D. M. Cole, Altec branch manager 

in Washington, and Harry Hornbeck, Altec 

field engineer. 

BOXOFFICE : 

: April 10, 1954 53

. . The 

. . SW 

. . Milton 

. . Robert 

. . Exhibitors 

. . Among 

. . Mr. 

. . Andy 

. . Central 

. . Allegheny 

. . Marco 

. . Harry 

PITTSBURGH 

Joseph Gray of the Kane Road Drive-In, 

Sheffield township, returned to his home 

in New Brighton after spending two sleepless 

days at a bus station in Hollywood 

checking every incoming bus for his runaway 

13-year-old daughter Betty who left home 

to "break into the movies." Gray, who also 

operates a skating rink at New Brighton, 

gave up his around-the-clock vigil when he 

received word from Terre Haute, Ind.. that 

Betty was safe in the hands of juvenile 

authorities. She had been picked up ."leveral 

days before that, but had refused to reveal 

her identity. Gray had this to say: "Perhaps 

I paid too much attention to keeping 

other kids out of trouble and neglected my 

own. Things will be different." 

Thomas F. Duane, Republic manager, 

observing the company's Jubilee year, will 

screen "Johnny Guitar" at the SW Schenley 

Theatre Monday (12) at 11 a.m. . . . Dave 

Left, IFE representative, was here 

and Mrs. J. P. J. Kelly of Wilkinsburg, parents 

of MGM's Gene Kelly, returned from 

their winter vacation in Florida and they 

. . 

. . The 

turned out for a screening of "Pi-isoner of 

War" . Pfc. Robert M. Klingensmith, 

nephew of your correspondent, now is stationed 

near Stuttgart, Germany, as is Harry 

McCartney, formerly a member of the local 

Warner circuit publicity department . 

city of McKeesport collected $39,173.59 in 

amusement taxes for the fiscal year 1953. 

The Chartiers Theatre at Crafton, purcha.sed 

recently by a group of Co-Op executives 

who also own the Grand at Carnegie, 

has been closed for redecorating. It will be 

reopened Easter Sunday as the New Crafton 

. . . Mort England was busy in connection 

with demonstrations of the new Pola-Lite 

single film 3-D system . Harris at 

. . . 

Tarentum inaugurated Cinemascope 

With the downtown Ritz closing at the end 

of this month to be remodeled into a store, 

Loew's will be without a theatre for use as a 

moveover attraction house for hits from 

Loew's Penn. Rumors over a period of time 

have been that Loew's investigated the 

Casino, burlesque house now dark, and the 

independent State, across from the Warner, 

as a Ritz replacement. 

Offices of the LeRich Theatres in the 

downtown State Theatre building are closing. 

All a,ssets of the corporation are sold 

or are being liquidated, according to Leon 

Reichblum, who is withdrawing from exhibition 

in this area after a quarter-of-a-century 

. . . Blatt Bros, circuit plans general remodeling 

of the Arcadia at New Bethlehem 

. . . Paramount on the Brighton road here 

has a new wide screen . . . Ru.ss Zebra, former 

film .salesman, now is in the insurance 

business here . Jefferson Boro Lions 

club will sponsor the Easter sum-ise service 

SAM FINEBERG 

TOM McCLEARY 

JIM ALEXANDER 

84 Von Braam Street k: 

PITTSBURGH 19, PA. 1 

Phone Express 1-0777 I 

^Hisaiji Are Betttr \t\in Ever - Hovn'i Your Equipm«nlTS- : 

at the Colonial Drive-In on Route 51 Easter 

morning at 6:30. Clairton and Elizabeth Ministerial 

Ass'ns ai-e providing speaker.^, music 

and the rest of the service . . . Bertha (Mrs. 

Gordon) Gibson of Atlas Theatre Supply, who 

underwent an operation in Magee hospital, 

was expected to return to her Thomas boulevard 

residence this weekend. 

1 16) and a 

. . . 

Theatres will delay matinee openings for 

an hour or two on Good Friday 

few will not open that day. This is an established 

custom for a number of years 

Ford's industrial Cinemascope production 

will be screened Tuesday (13) morning at 

the J. P. Harris . Gibson of Atlas 

Theatre Supply Co. spent last weekend in 

Toronto, Canada . Snyder, manager 

of the SW Jefferson, Punxsutawney, staged 

a spooky campaign for "Phantom of the Rue 

Morgue." 

Daylight saving time returns April 25. 

. . . Bert 

Cities, boroughs and townships have been' 

enacting ordinances and resolutions which 

will make fast time effective then 

Redfoot has enrolled his theatres at Bedford 

and Windber with the Co-Op licensing and 

Summit township school 

booking office . . . 

board, near Meadville, which has levied a 10 

per cent amusement tax for a number of 

years, this week adopted a resolution which 

continues the tax . Service Co. 

has moved from its northside establishment 

and its docks are now at 85 Helen street in 

McKees Rocks. 

. . . 

Mary Ann Theatre at Burgettstown is installing 

a wide screen Marty Wolfson 

kicked off a drawing contest for youths on 

his WDT'V television show Friday (9), contestants 

to draw the character Jiminy Cricket 

from "Pinocchio," which returns to release 

Sam Navari 

in the Stanley after Easter . . . 

of the Eastwood. Frankstown road, has been 

very ill . . . 'Variety Tent 1 called an important 

general membership meeting for Monday 

(12) at 6 p.m., with a dinner and various 

door prizes. 

. 

. . . 

Mr. and Mrs. David C. Silverman vacationed 

in New Orleans and Chicago after 

attending the 'Variety convention in Dallas. 

This was the local RKO branch manager's 

first vacation in a long period and 

Mrs. Paul Bronder, city exhibitors, are vacationing 

in the southwest and in Florida 

Bill Mansell, Warner district manager, was 

here conferring with Bill Twig, local manager. 

The Southern Theatre, Wheeling, closed 

. . . First Cinemascope sneak preview on 

. . . The 

record in the area was "New Paces" at the 

Metropolitan and Morgantown one evening 

this week. The regular CS attraction was 

"Hell and High Water" . 

outdoor 

theatres which have reopened are the 

Skyview, Philippi; Lovett's, Weston: Starlite 

92, Belington; Stardust, Smithburg 

Oaks Open-Air near Morgantown reopened, 

then found that the weather was not cooperating, 

so was closed. A new reopening 

was scheduled for this weekend. 

Columbia's mass double feature, "The Mad 

Magician" and "Massacre Canyon," is opening 

in 105 theatres in the area. Lenita Lane, 

the writer of mystery tales in "The Mad 

Magician," is the sister of cameraman-producer 

Gordon Lane of R.D. 2, Somerset, Pa. 

Columbia's next multiple program for May 

exhibition here is Cleo Moore in "Bait" and 

"Jesse James vs. the Daltons" . W. 

Poke, who died this week, was a brother of 

city exhibitor Carl A. Poke, Mrs. MoUie 

Meyers and Raymond Poke. Also surviving 

are his wife and three children . . . Mrs. Earl 

Timmons, the former Irene Ribnicky, resumed 

duties at the Warner exchange office. 

At her recent marriage, Connie Caye of this il 

office served as bridesmaid. 

The Green Garden Drive-In, Aliquippa, 

advertised "all men admitted free" opening 

night of the new season. Jim Taylor signed 

his name to the ad copy: "I wanted to let 

everyone in free, but my wife won't let me 

. . . she's crazy" . Labor Union, 

host of the Pennsylvania Federation of Labor 

convention held in Pittsburgh April 5-9, 

arranged for a special "Cinerama" performance 

at the Warner Wednesday (7) ... 

Moonlite Drive-In in the Brookville-Clarion 

area, which reopened recently, issues "bad 

weather bonus tickets to hardy souls who 

brave the storm" . college undergraduate 

council sponsored a one-day showing 

of "Gilbert and Sullivan" at the Park 

in Meadville. 

. 

Brookside Drive-In near Ambridge, which 

reopened with an open house and admitted 

everyone free, has a newly remodeled and redecorated 

snack bar . 

Ranalli, owner 

of Ranalli's Drive-In between Etna and 

Bakerstown, is recuperating after undergoing 

operation Chakeres of the Roof 

Garden Drive-In, Somerset, has been vacationing 

in Florida ... El Rancho Drive-In 

at Bridgeville is installing new playground 

equipment and additional in-car speakers 

. . . Starlite Drive-In at Wexford is featuring 

self-service at the refreshment stand. 

Variety Tent 1 once more is the center of 

activities downtown. Fom- new weekly events 

are scheduled, as follows: Monday is theatre 

night with Nixon and other stars present; 

Tuesday luncheons at noon find attendance 

increased weekly: Wednesday is sports night 

with sports personalities present; Friday at 

4 is cocktail hour each week; Friday family 

nights, established for many years, continue; 

Saturday is jamboree night, with special attractions 

and with George Held in charge. 

I. Elmer Ecker is chairman of club activities 

and Dick Fortune is press guy. The March 30 

luncheon found the entertainment unions on 

hand. Included were officers and members of 

Musicians Local 60, AFTRA and SAG. AGVA, 

lATSE (operators and stagehands), AFM 

and IBEW . . . 'Variety's annual telethon 

over WDTV will be on the air continuously 

for 16 hours, beginning at 10 p.m. April 24, 

the appeal being for the Catherine 'Variety 

Fund. Inc.. which proposes to build a new 

wing at the Roselia Foundling home. 

C. S. Waugaman Buys 

APOLLO, PA.—The Strand and Warren 

theatres here have been sold by Louis Ponsetto 

to Clyde S. Waugaman. Ponsetto said 

he has no immediate plans for the future. 

Waugaman has been an exhibitor in the 

area since 1935, principally at his Carroll 

at Bolivar. He has had other exhibition experiences 

at Slickville and Ligonier, and he 

resides at 'Vandergrift. 

S4 

BOXOFFICE 

: 

: April 10, 1954

OLLYWOO 

NEWS AND VIEWS OF THE PROPUCTIOIM CENTER 

IHollyicood Office— Suite 219 at 6404 Hollywood Blvd.: Ivan Spear, Western Manager) 

'Our Gang' Comedies 

Released for Video 

HOLLYWOOD—Distributed for theatrical 

consumption by Allied Ai-tists on a reissue 

basis for the last several years as "The 

Little Rascals," the comedy shorts produced 

by Hal Roach under the original tag of "Our 

Gang" are now being made available nationally 

for telecasting. Distribution to video 

is being handled by Interstate Television, 

AA's TV subsidiary. Television rights are 

owned by Clinton Pictures, headed by Joseph 

Auerbach. 

Interstate is offering the shorts on both 

a rental and a station-retention plan. The 

company in recent weeks has opened new 

branches in Chicago, Atlanta, Detroit, Dallas 

and Des Moines. 

* * * 

To consolidate all of its lensiiig activities 

under one roof, Television Programs of America 

has leased five stages at the Motion 

Picture Center studios, where an aggregate 

of 180 half-hour video films will be produced 

annually. TPA is headed by Edward 

Small a5 board chairman, Milton Gordon as 

president, Leon Fromkess as executive producer, 

Ben Hersh as general manager of 

production, and Mickey Sillerman as vicepresident 

in charge of sales. 

On its active schedule are such series as 

"Ramar of the Jungle," "Edward Ai-nold 

Showcase," "Ellery Queen," "Lassie" and 

"Halls of Ivy." 

* * * 

Effective Monday (26), Ted Wick has been 

named director of publicity and exploitation 

for the CBS-TV organization here. Wick has 

been with Paramount for the last four years, 

and as a member of the studio's praisery 

department, had been director of radio-TV 

advertising and exploitation. In the CBS 

spot he succeeds Pat McDermott, who has 

been named manager of the net's press information 

department. 

* * * 

"High Adventure," a TV series based on 

the adventures of a girl magazine photographer, 

is being prepared for early lensing 

by Josef Shaftel and Edgar Ulmer, producer 

and director, respectively, of "The Bandit," 

a theatrical feature now in work. 

Para. Starts Installation 

Of Perspecta Sound 

HOLLYWOOD — Installation of Perspecta 

sound recording equipment for 

use with pictures 

filmed in VitaVision has begun at the 

Paramount studio with the arrival from New 

York of C. Robert Fine, president of Fine 

Sound, Inc., developer of the new singletrack 

system, and Ray Crews of Fairchild 

Recording Equipment Co., which is manufacturing 

the device. 

The Perspecta system is 

optional with the 

exhibitor and VistaVision films can be played 

with standard sound equipment. 

$200,000 UJW Pledges 

HOLLYWOOD—Pledges totaling $200,000 

were secured on behalf of the United Jewish 

Welfare fund at a meeting of more than 30 

motion picture, 

radio and TV representatives 

at the home of Jack L. Warner. Speakers 

included Steve Broidy, Allied Artists president 

and chairman of the campaign's 

amusement industry division; Joseph D. 

Shane, UJWF general chairman, and M. B. 

Silberberg, chairman of the community relations 

committee. The 1954 goal for the 

amusement division is $750,000. 

'Knock on Wood'Makes 

Debut in Hollywood 

HOLLYWOOD — Accorded a star-studded 

world premiere, covered both by radio and 

TV, "Knock on Wood," the new Danny Kaye 

starring comedy, made its bow Tuesday (6i 

at Warners Beverly Theatre in Beverly 

Hills. The film was lensed by Dena Productions, 

an independent unit headed by 

Kaye, Norman Panama and Melvin Frank. 

Among the first-nighters: 

Gen. Omar Bradley 

Dona Andrews 

William Bendix 

Ray Bolger 

Robert Cummings 

Pot Crowley 

Vero-Ellen 

Rhonda Fleming 

Mitzi Gaynor 

Tab Hunter 

Alan Ladd 

Marilyn Maxwell 

Jane Powell 

Will Rogers jr. 

Jean Simmons 

Joscha Heifetz 

Suzan Ball 

Joan Bennett 

Eddie Cantor 

Jeanne Grain 

Paul Douglas 

Judy Garland 

Coleen Gray 

Stewart Granger 

Grace Kelly 

Jerry Lewis 

Maureen O'Hara 

Debbie Reynolds 

Jan Sterling 

Clifton Webb 

"The Immortal City," produced and directed 

by Jerome Cappi, will be worldpremiered 

Saturday (17 ) at the Beverly 

Canon and Vagabond theatres. The story 

of Rome and its art treasures was made in 

Italy in Technicolor. 

Joins Wayne-Fellows 

H0LL"!rW00D — Robert Weesner has 

checked in at Wayne-Fellows Productions to 

begin his new duties as vice-president and 

general manager. He w-as formerly and for 

many years a member of a firm of certified 

public accountants. 

INDL'STKY EXHIBIT—Charles Boren, left, vice-president in charge of industrial 

relations for the Ass'n of Motion Picture Producers, and Carl Cooper, vice-president 

of the lATSE, visit the motion picture industry's "This ... Is Hollywood" exhibit, 

which was part of a recent AFL Union-Industries show staged at the Pan-Pacific auditorium 

in Hollywood. The filmland exhibit was a cooperative project of major studio 

members of the AMPP and AFL studio locals. 

BOXOFFICE 

: 

: April 10, 1954 55

— 

|ir~ OR ALL his shiny gilding, Hollywood's 

I 

H* widely touted Oscar apparently finds it 

impossible to make his annual appearance 

without an equally heavy coating of 

irony. 

Continuing from last year's Academy 

awards presentation was the paradoxical, 

face-losing situation which again made it 

necessary for the mighty motion picture trade 

to turn to another industry to pay the bill 

for what Cinemania—especially its diehard 

artistic element—clings to as its big night. 

Two experiences with telecasting the yearly 

glamorfest;—and considering the engrossing 

and technically expert execution thereof 

have demonstrated beyond argument the 

many advantages of video coverage, which 

modern procedure undoubtedly has been an 

incalculably valuable factor in reviving public 

interest in the Academy kudos and in 

films themselves. 

But if the Awards event and its TV coverage 

are sufficiently interest-commanding 

and productive to peddle motor cars profitably, 

it could just as potently sell contemporary 

and upcoming features. And certainly 

the publicity and advertising brains of the 

film business would be dependable to create 

the necessary commercials more effectively 

and with less irksome repetition than did 

their counterpart hucksters of automobiles. 

Adding further to the irony of Oscar's 

1954 appearance were the awards themselves, 

when considered in juxtaposition to the seewhat-big-boys-are-we 

remarks with which 

the evening's festivities were launched by 

Charles Brackett, Academy president and 

20th Century-Fox writer- producer. 

Brackett took the position that 1953 was a 

year worthy of being celebrated "exultantly" 

because it was a period during which the 

industry became revitalized through the introduction 

of new production and projection 

techniques and screen dimensions. These, he 

emphasized, were responsible for the salubrious 

end result of audiences "surging back" 

into the nation's motion picture theatres. 

All of which sardonically accents the fact 

that the seven most important honors were 

voted to accomplishments concerning features 

filmed in conventional manner, and in blackand-white. 

It is not the intention of this observation 

to quarrel with the results of the Academicians' 

selections, but nonetheless inescapable 

is the conclusion that patently Cinemania's 

ivory towerites are prepared to accord 

commercial, but not artistic, credit to 

the new techniques. 

Motion picture tradepapers like to believe 

that one of their cardinal functions and 

services is to bring to their exhibitor readers 

critical evaluations of forthcoming product 

ahead of publications of general readership 

and before the theatremen themselves have 

been accorded an opportunity to see such 

product. 

There was a time when tradepapers, eager 

to protect and accent that function, printed 

their reviews on features as early as possible 

and no matter when or where the pictures 

were seen— including so-called sneak previews. 

This modiLS operandi precipitated a hectic, 

time-wasting, expensive situation which 

worked to the disadvantage of all concerned 

—the publications, distributors and exhibitors 

alike. 

In an effort to eliminate the resultant confusion, 

an understanding was reached 

through which the tradepress agreed to respect 

distributor-determined release dates for 

reviews, provided the film producers and 

sales chiefs scheduled conveniently timed 

previews of upcoming feature films. 

There have been but few violations of the 

agreement, and in the main adherence thereto 

has proven beneficial to all parties. 

In one week, however, there were two incidents 

that upset established routine. 

To the accompaniment of considerable fanfare 

was staged a "Paramount Pictures 

Pageant" during the week beginning March 

29, and to which were invited theatre operators 

as well as members of the lay press, 

radio and TV representatives in 34 key cities. 

Unreeled at the gatherings were tlvree forthcoming 

Paramount releases, "Elephant Walk," 

"Knock on Wood" and "About Mrs. Leslie," 

accompanied by an introductory trailer featuring 

Don Hartman, the studio's executive 

producer, and A. W. Schwalberg, sales chief. 

At the time the impressively presented 

Paramount Pictures Pageant was held, two of 

the three above-listed films had been previewed 

for the tradepapers, but release dates 

of reviews thereon were established for times 

later than that of the nationwide debuts for 

showmen. At this writing, no trade press 

preview whatsoever has been announced for 

the third, "About Mrs. Leslie." 

The second incident concerned Warner 

Bros.' "Lucky Me," which was given an 

elaborate three-city premiere March 31 in 

Miami, Miami Beach and Coral Gables, Pla., 

accompanied by the usual array of personal 

appearances and other exploitation and promotion 

efforts. But it was not until almost 

a week later—on April 6— that the tunefilm 

was screened, on the west coast at least, for 

tradepaper reviewers. 

Let it be hoped that such agreementviolating 

practices are not carried to a point 

where they will necessitate a return of the 

evils of catch-as-catch-can film reviewing by 

trade 

publications. 

SMALL-CHANGE DEFT. 

(Howard Hughes Division) 

Despite the reams of copy devoted to the 

event by Carl Byoir and Associates, it was a 

release from the blurb bailiwick of Perry 

Lieber that contained the most arresting line: 

"The sale by RKO Pictures Corp. to Mr. 

Howard R. Hughes of all its assets and properties 

for $23,489,478 was consummated . . . 

by the transfer to Mr. Huglies of such assets 

and properties and the PAYMENT BY HIM 

... OF THE PURCHASE PRICE IN CASH." 

Prison Reform Panel 

Used to Plug 'Riot' 

HOLLYWOOD—Plugging his "Riot in Cell 

Block 11," Pi-oducer Walter Wanger participated 

Sunday (4) in a panel discussion on 

the need for prison reform on the "Listen, 

Los Angeles" radio progi'am conducted by 

Jim McNamara over station KLAC. Wanger, , 

who made the film for Allied Artists release, 1 

also was interviewed on the same day by '' 

George Putnam, news commentator, via video 

on station KTTV. Appearance clips from 

"Riot" also were telecast. 

With Dr. J. B. Matthews, authority on 

Communist activity, as the featured speaker, 

the Motion Picture Alliance will hold its 

annual meeting May 6. Matthews recently 

became the subject of national publicity 

when he penned a controversial article describing 

Communist efforts to infiltrate 

Protestant churches. 

Charles Brackett, president of the Academy 

of Motion Picture Arts and Sciences and a 

20th-Fox writer-producer, planed to Boston 

to accept a citation from that city's mayor 

for the film industry's "contribution to the 

nation's cultural level." The event was held 

in connection with the observance of the 

100th anniversary of the Boston public 

library. 

* * * 

An international goodwill corps of Hollywood 

personalities such as visited the recent 

Brai;il and Argentina film festivals could 

"do more to bring the people of the world 

together than any other group," Y. Frank 

Freeman, board chairman of the Ass'n of 

Motion Pictures and vice-president of Paramount, 

declared at a Friday (2) dinner honoring 

the troupers upon their return from 

South America. The guests included Gilbert 

Adrian, Susan Cabot, Mrs. Robert Cummings, 

Marjorie Dillon, Irene Dunne, Joan Fontaine, 

Janet Gaynor, Kathleen Hughes, Jeffrey 

Hunter, Lori Nelson, Mary Pickford, Walter 

Pidgeon, Jane Powell, Gene Raymond, Edward 

G. Robinson, Barbara Ru.sh, Collier 

Young and William Gordon. 

'Virginia City' to TV 

HOLLYWOOD—Columnist Lucius Beebe 

has been set as narrator-host in "Tales of 

Virginia City," a new TV series being readied 

by Pi-oducer Frank P. Rosenberg and 

scrivener Sam S. Taylor. The programs will 

dramatize stories of the Nevada community 

in the booming Comstock Lode days and will 

be lensed under the banner of Bonanza Pi-oductions. 

Rosenberg also Ls preparing a .slate 

of theatrical features for independent production. 

Masthead Firm Formed 

HOLLYWOOD—With "The Long Chance," 

a cops-and-robbers melodrama, a,s its first 

project. Masthead Productions has been 

formed by Pi-oducer-writer Aubrey Wisberg, 

Director Edgar Ulmer and Use Lahn, headquartering 

at Keywest studios. An early-May 

start is planned for the opus, penned by Wisberg 

and to be megged by Ulmer. and for 

which no release has been set. 

.58 BOXOFFICE 

: 

: April 10, 1954

—'— 

\ 

at t^^ 

We wish to 

thank the 

UA EXHIBITORS 

circuit buyers and hookers 



to 

make this^ 

our 35th Anniversary year^ 

the greatest 


UNITED 

1 Vji% , ^' 

ARTISTS 

'%t "^W-*"-.'**'*'.

Sow 

Blurbers 

STUDIO PERSONNEUTIES 

Allied Artists 

JOHN DEL VALLE has been retained os unit publicist 

on "The Adventures of Hajji Baba." 

Cleffers 

Columbia 

Background score tor "Humon Desire" is being 

composed bv DANIELE AMFITHEATROF. 

Metro-Goldwyn-Mayer 

Composer-arranger CONRAD SALINGER was bonded 

a new term pact, under which his first assignment 

will be to score "Briqcdoon." 

RKO Radio 

Score for Allan Dowting Productions' "Night People" 

will be composed end conducted by FRANZ 

WAXMAN. 

Meggers 

Columbia 

ANTHONY MANN was inked to direct "The Man 

From Laramie," a William Goetz production starring 

James Stewort, which is scheduled to go before the 

Technicolor cameras next fall 


"Rogue Cop," Robert Taylor's next starring vehicle, 

will be directed by ROY ROWLAND for Producer 

Nicholas Noyfock. It rails late this month. 

Options 

Allied Artists 

PAUL PICERNI was set for the second mole lead 

in the John Derek-Elaine Stewart starrer, "The Adventures 

of Hajii Baba," being produced in Technicolor 

by Walter Wonger, The megaphonist on the costume 

romance is Don Weis, Inked for a top role 

was LINDA CHRISTIAN. THOMAS GOMEZ will portray 

o Persian merchant. 

Columbia 

Randolph Scott's leading lady in the Harry Joe 

Brown production, "Violent Men," will be JOCELYN 

BRANDO. 

BILL HENRY was cost as a heavy in "Bat Masterson, 

Bad Man." 

Set to star with Glenn Ford, Barbara Stonwyck and 

Edward G. Robinson in "The Bandits" was DIANNE 

FOSTER. The Lewis J. Rochmil production, in Technicolor 

and CinemoScope, is being megged by Rudy 

Mate. Added to the stellar lineup of the western 

was MAY WYNN. 

Independent 

Producer Josef Shoftel booked CHARLITA for o 

featured role in "The Bandit," being megged by 

Edgar Ulmer with Arthur Kennedy, Betta St. John 

AT VALIANT DEBUT—When 20th- 

Fox's new CinemaScoper, "Prince 

Valiant," was world -premiered recently 

at Grauman's Chinese Theatre in Hollywood, 

the first-nighters included (from 

left) : Leonard Goldstein, whose Panoramic 

Pictures unit releases through 20th- 

Fox; Katy Jurado, Mexican film star; 

Darrylyn Zanuck Jacks, daughter of 

Darryl F. Zanuck, and her husband, Robert 

L. Jacks, who produced "Prince 

Valiant." 

and Eugene Iglesias heading the cost. ROY ENGEL 

will portray the principal heavy 


As her first assignment under o new two-picture 

deal, DONNA REED draws a topline role in "The 

Lost Time I Paris," the Jack Cummings production, 

being directed by Richard Brooks with Elizobeth 

Taylor and Van Johnson in the starring spots. 

JANET LEIGH, GEORGE RAFT and STEVE FORREST 

will star with Robert Toylor in "Rogue Cop," crime 

drama to be megged by Roy Rowland for Producer 

Nicholas Noyfock. 

ROBERT TAYLOR and GRACE KELLY were handed 

starring roles in "The Cobweb." LANA TURNER has 

been cost as the romantic femme lead in the upcoming 

filmization of the novel by Williom Gibson, 

which will be produced by John Houseman. 

Cost with Stewart Granger, Grace Kelly and Paul 

Douglas in "Green Fire" was CHARLITA. The Armand 

Deutsch production is shooting on location in Colombia, 

with Andrew Morton megging. 

Warner Bros. 

Handed a character role in "Helen of Troy," 

Cinemascope costumer being megged in Italy by 

Robert Wise, was TON 10 SELWART. The WarnerColor 

entry stars Rossana Podesto and Jacques Sernas. Set 

for the cost was MARC LAWRENCE. 

VIRGINIA MAYO will hove the feminine starring 

role in "The Silver Cholice," forthcoming Cinema- 

Scope version of the historical novel by Thomas B. 

Costoin, which Victor Saville will produce and direct. 

NANCY OLSON will have the top femme starring 

role in "Battle Cry," the World War II drama in 

Cinemascope and WarnerColor, which Raoul Walsh 

IS directing with a cost headed by Von Heflin and 

Aldo Roy. 

Scripters 

Columbia 

"Wyoming Outlaws" is being penned by DAVID 

LANG as historical western for production by Wallace 

MacDonald. 

Universal-International 

MARGARET BUELL WILDER is adapting the Mac- 

Kinloy Kantor novel, "Dolly Hessian," as an Albert 

J Cohen production 

Technically 

Independent 

"Suddenly," the Robert Bossier production, will be 

photographed by CHARLES G. CLARKE. CHARLES 

HALL will function os production supervisor. 

Warner Bros. 

Set as assistant director on "Dragnet" was OREN 

HAGLUND. 

Title Changes 

Paramount 

"Sabrmo Fair" to SABRINA. 


"The Tight Squeeze" to NAKED ALIBI. 

Warner Bros. 

"The Talisman" to KING RICHARD AND THE 

CRUSADERS. 

Dore Schary Hosts Lunch 

For Attorney-Generals 

HOLLYWOOD—As a highlight of the annual 

western regional conference of attorneygenerals, 

.staged in Los Angeles, 16 attorneygenerals 

and their wives were hosted by Dore 

Schary, MGM vice-president, at a studio 

luncheon. The guests included Attorney- 

Generals Gerald Willianis, Alaska: Ross F. 

Jones, Arizona; Duke W. Dunbar, Colorado; 

Robert E. Smylie, Idaho; Richard H. Robin.son. 

New Mexico; Robert Y. Tliornton, 

Oregon; E. R. Callister. Utah; Don Eastvoid, 

Washington; Howard B. Black, Wyoming; 

Edmund Brown, California; John W. 

Barrett, Nevada; Assistant Attorney-Generals 

James P. Bartlett, Arizona; Fred M. Standley, 

New Mexico; Henry Heckindorn. Washington; 

Don Watson, Washington, and William 

O'Connor, California. 

Drive Chairmen for UJW 

Named by Steve Broidy 

HOLLYWOOD— studio colonels and unit 

chairmen have been appointed by Steve 

Broidy, chairman of the amusement industry 

division for the 1954 United Jewish Welfare 

drive. They include; 

For allied industries, Al Chamie, Sam Sherman 

and Sidney Solow; artists representatives, 

Bert Allenberg and Abe Meyer; Columbia, 

B. B. Kahane, Irving Briskin and Jules 

White; independents, Eugene Arnstein and 

Sol Lesser; Goldwyn studio, Robert V. Newman; 

MGM, Dore Schary and J. J. Cohen; 

Paramount, Eugene Zukor, Samuel J. Briskin 

and Sam Frey; RKO, Ben Bender; Republic, 

Hy J. Glick; theatres and exchanges, 

Mike Rosenberg, Al Galston and Abe Swerdlow; 

20th-Fox. Sid Rogell. Lew Schreiber and 

Ray Klune; Universal, Morris Weiner; Warners, 

Jack M. Warner and Milton Sperhng. 

The UJWF has a $6,000,000 goal for Los 

Angeles. 

New NBC-TV Studio 

HOLLYWOOD—Construction was to begin 

immediately on a new studio in Burbank 

equipped for color telecasting. John K. West, 

vice-president, said the structure will supplement 

existing NBC-TV installations in 

Burbank and is being aimed toward a latefall 

completion date. 

West; Spyros P. Skouras, president of 20th- 

Pox, and Al Lichtman, general sales chief, 

arrived from New York for a series of planning 

conferences with Darryl F. Zanuck, production 

head, and other studio executives. 

East: A. Montague, Columbia's vice-president 

in charge of sales, returned to his headquarters 

in New York after a short stay at 

the studio, during which he took a gander at 

newly completed product. 

East: Alfred Hitchcock, Paramount producer-director, 

will plane out for Gotham 

Sunday (18) en route to France to begin 

lensing a Cary Grant starrer. He will be 

accompanied by Mrs. Hitchcock. 

West; Wentworth Fling, vice-president and 

chief engineer for Cinerama, Inc., and Harry 

Kalmine, vice-president and general manager 

of the Stanley Warner circuit, came in 

from New York for a few days of conferences 

concerning Cinerama's coastal operations. 

* • * 

West; A. W. Schwalberg, Paramount .sales 

chief; his executive assistant, Ted O'Shea; 

Jerry Pickman, vice-president in charge of 

advertising and publicity, and Paul Rainbourn, 

eastern executive, came in from 

Gotham for studio huddles with Y. Frank 

Freeman and to attend screenings of several 

newly completed films. 

sa BOXOFFICE 

: 

: 

April 10, 1954

fT^ ifwA to 

thank the 

UA EXHIBITORS 




to 

make this, 


the greatest 


UNITED 

"igii.^ tni'tafaiMii I n 

ARTISTS 

A.'-'o'anf.j^:-

. . the 

Paramount Repeats 

VistaVision 

Data Is Available to All Studios 

Freeman's remarks anent the Stein camera 

brought forth a prompt response from 

Zanuck, who declared: 

"Twentieth Century-Fox has made many 

experiments with the Stein cameras in recent 

process was found to be unsatisfactory 

and finally was abandoned when 

Cinemascope was adopted." 

The most recent showings of VistaVision 

by Paramount were attended by theatre operators 

from San Francisco, Denver, Salt Lake 

City, Portland and Seattle. The VistaVision 

message also was caiTied to Santa Barbara, 

Calif., when Dr. Charles R. Daily of the 

studio's engineering staff addressed a luncheon 

meeting of that city's Advertising and 

Merchandising club. 

Studio Employes Earn 

Higher February Wage 

HOLLYWOOD—Although they put in less 

liours, film studio employes garnered higher 

hourly and weekly wages on the average during 

February than in the preceding month, 

according to figures compiled by the California 

labor statistics division of the state's 

department of industrial relations. 

Average weekly earnings in February were 

$118.93, compared to $115.15 in January, while 

hourly scales moved up to $2.93 from January's 

$2.87. Workers put in 40.5 hours a week, 

somewhat under the 40.7 average for 1954's 

first month. 

* * * 

Here are some of an estimated 150 exhibitors from the western territory who were 

Paramount's guests at recent studio demonstrations of the new VistaVision wide-screen 

process. Top panel: Montana showmen including, from left, Joe Trenka, Billings; Edwin 

B. Pegram, Bozeman; Steve Trenka, Billings; Joe Matiska, Billings, posed here with 

Audrey Dalton, Paramount star, and Pat Crowley. Center: Sal Enea, of Oakland, Calif., 

with Audrey Dalton, George Archibald of San Francisco, Adolph Zukor, Paramount 

board chairman, C. M. Bradley of San Mateo, Pat Crowley, Frank Lucido, Monterey, 

and Sylvester Enea, Pittsburgh. Bottom: Sam Gillette, Salt Lake City; Audrey Dalton; 

Pat Crowley; George A. Smith, Paramount division sales manager and Mr. and Mrs. 

Ernest Panero, Delano, Calif. 

HOLLYWOOD — Paramount's 

continued 

intensive publicizing and demonstrations of 

its new wide-.screen VistaVision process has 

precipitated a controversial situation between 

Y. Frank Freeman, Paramount vicepresident 

and studio liead, and Darryl F. 

Zanuck, vice-president and production chief 

at 20th Century-Fox, whose Cinemascope 

system has been in constantly increasing use 

for the past year or more. 

As host to a group of approximately 150 

western-area exhibitors who viewed Vista- 

Vision at a .studio conclave Thursday (1), 

Freeman reiterated that Paramount is making 

the camera specifications available gratis 

to the industry and pointed out that the four 

cameras which have been completed by his 

studio are modifications of cameras built 

originally by one William P. Stein "for the 

Fox Film Corp. many years ago for a twocolor 

process then being tested." 

Freeman added that Paramount's four 

cameras were obtained from individuals "who 

had purchased them from Fox," and declared 

Paramount had "endeavored, unsuccessfully, 

to buy additional Stein cameras" from 20th- 

Fox. 

He asserted, further, that other interested 

filmmakers could have constructed cameras 

similar to the VistaVision equipment as long 

ago as last October, when Paramount supplied 

complete data thereon to the Motion 

Picture Research Council. 

"Paramount is not in the equipment business," 

he said. "It has been clearly stated 

on many occasions that Paramount will 

neither manufacture nor distribute cameras 

commercially, and we have announced repeatedly 

that anyone is free to build, or have 

built, VistaVision cameras with no compensation 

to Paramount in fees or royalties, direct 

or 

indirect." 

years . 

With nominations to close Friday (23i, an 

official Screen Extras Guild nominating committee 

has named all incumbent officers as 

candidates for re-election and also picked 

15 incumbent members of the board of directors 

to run for new terms. Selected were 

Richard H. Gordon, president; Franklyn 

Farnum, William H. O'Brien and George 

Barton, vice-presidents; Kenner Kemp, recording 

secretary; Jeffrey Sayre, treasurer, 

and board members George Barton, Willie 

Bloom, Paul Bradley, Tex Brodus, Evelen 

Ceder, Spencer Chan, Carmen Clifford, Connie 

Conrad, Emory Dennis, Vi Ingraham, 

Louise Lane, Frank Losee, Anna Mabry, Eva 

Novak and Ann Roberts. 

Independent candidates may be nominated 

through petitions signed by 100 or more 

members in good standing. 

Meantime an SEG newsletter informed that 

a new collective bargaining contract with the 

major producers, which actually went into 

effect early in January, is to be submitted 

to the membership immediately for ratification 

in a mail referendum. It was explained 

that more than two months were required 

to reduce the contract to correct legal phraseology. 

The ticket provides, among other 

things, for a 5 per cent wage boost and improved 

working conditions and is effective 

until January 1958. 

First Prize to Dogie Theatre 

NEWCASTLE, WYO.—Frederick E. Wade, 

manager of the Dogie Tlieatre, has been 

awarded first and second prize for the best 

kept theatre, most courteous ushers and neatest 

appearing employes. This is the third 

time that the Dogie Theatre and its staff 

have been so commended by the Black Hills 

Amusement Co. 

Film Rental Income $357,000,000 

The estimated film rental income to the 

major distributors for 1953 is estimated at 

$357,000,000. 

The Academy of Motion Picture Arts and 

Sciences was founded more than a quarter 

of a century ago for the advancement of the 

arts and sciences of motion pictures. 



UA EXHIBITORS 




to 

make this^ 

our 

35th Anniversary year^ 

the greatest 


UNITED 

L-'' jfjr .^^tJWV-)^^' 

ARTISTS 

.,,•

— 

— 

— 

— 

— — 

— — 

UA) 

— 

— 

— 

— 

'Prince Valiant' and Rhapsody Go 

Above 300% in Los Angeles 

LOS ANGELES—A glamor-freighted world 

premiere helped boost "Prince Valiant" to a 

tremendous 330 per cent first week, but even 

at that the Cinemascope feature barely nosed 

out "Rhapsody." also a newcomer among 

first runs, which finished its initial stanza 

with a surprisingly hefty 325 per cent rating. 

Grabbing show money at 170 per cent was 

"Riot in Cell Block 11." 


Chinese Prince Voliant (20fh-Fox) 330 

Egyptian Rose Moric IMGM) ] 10 

El Rey One Summer ot Happiness (Favorite), 

7th wk 75 

Fine Arts—The Living Desert (Disney), 17th wk.. .100 

Four Stor—Rhopsody (MGM) 325 

Fox Wilshire New Faces (20th-Fox), 4th wk 75 

Globe Singapore (U-l); Criss-Cross (U-l), reissues, 75 

Howoii, Rialto The French Line (RKO), 6th wk.. . 90 

Hillstreet, Pontages it Should Happen to You 

(Col); Jesse James vs. the Daltons (Col) 115 

Hollywood, Downtown Poromounts Phantom of 

the Rue Morgue (WB), 2nd wk 85 

Ins, Uptown, Palace Roman Holiday (Pora); 

Stolog 17 (Para), reissues, 2nd wk 90 

Orpheum, Fox Hollywood Riot in Cell Block 11 

(AA); The Iron Glove (Col) 170 

State Bait (Col); Affairs of Messalina (Col).... 65 

United Artists From Here to Eternity (Col, reissue, 

2nd wk 60 

Vagabond Mr. Potts Goes to Moscow (AA), 

2nd wk 1 00 

Warners Downtown, Beverly, Marcal The Naked 

Jungle (Para), 3rd wk 90 

Warners Hollywood This Is Cinerama (Cinarcma), 

49th wk 95 

"Beachhead' Scores Big 160 

As Denver Lead 

DENVER—"Ma and Pa Kettle at Home" 

got a couple of days extra at the Paramount, 

and the others that were new were up to 

average. The only two below normal were 

films in their thii-d week. 

Aladdin Julius Caesar (MGM), 3rd wk 80 

Denver Beachheod ( 1 60 

Esquire Heidi (UA) 140 

Orpheum Rose Marie (MGM), 3rd wk 80 

Paramount Mo and Po Kettle of Home (U-l); 

Drive a Crooked Rood (Col) 130 

Tabor, Webber Roils Into Laramie (U-l); Fangs 

of the Wild (LP) 100 

"Riot' Leads Newcomers 

In San Francisco 

SAN FRANCISCO—"Rose Marie" in a second 

week whisked out the feminine charms 

to capture top honors with a 125 per cent 

reading. Second spot honors went to the 

first week of "Riot in Cell Block 11" at the 

St. Francis with 120. 

Fox—New Faces (20th-Fox), 2nd wk 115 

Golden Gate Saskotchewan (U-l); Monte Corlo 

Baby (FM), 2nd wk 90 

Loews Woriield— Rose Marie (MGM), 2nd wk...t25 

Paramount Creature From the Block Lagoon 

wk 100 

(U-l), Project M-7 (U-l), 2nd 

Francis 

St 

Riot in Cell Block 11 (AA); Project 

Moon Base (LP) 

United Artists Beachhead (UA), Clipped Wings 

1 20 

(AA), 2nd wk 80 

'French Line' at 175 Is Top 

Newcomer in Seattle 

SEATTLE—"The French Line" at 175 was 

the magnet of the first weekers here. "Night 

People" at 145 was still strong in its second 

week and "The Glenn Miller Story" had tremendous 

pull for its thii'd wêek at 275. 

Blue Mouse The Living Desert (Disney), 5th wk..ll5 

Coliseum Riot in Cell Block 11 (AA); Topeka 

(AA) 130 

Fifth Avenue Night People (20th-Fox), 2nd wk.. .145 

Liberty Gypsy Colt (MGM); Tennessee Champ 

(MGM) 75 

Music Box The Conquest of Everest (UA) 125 

Music Hall The Glenn Miller Story (U-l), 3rd wk..275 

Orpheum Phontom of the Rue Morgue (WB).. 95 

Paramount The French Line (RKO) 175 

Fourth Week of "Desert' Hits 

300 Mark in Portland 

PORTLAND—The return of two Oscar 

winners, "Roman Holiday" and "Stalag 17," 

to the Oriental set a record for this type 

of program at that house, according to Manager 

Oscar Nyberg. He estimated the dualbill 

gross at 250 per cent. "The Living Desert," 

another Oscar winner, chalked up a heavy 

300 per cent score in a fourth week at the 

Guild. Both bills did better than similar 

Oscar headliners last year. 

Broadway The French Line (RKO), 2nd wk 150 

Century Monon (Discina) 150 

Guild The Living Desert (Disney), 4th wk 300 

Liberty Phontom of the Rue Morgue (WB) 170 

Oriental Roman Holiday (Pora); Stalag 17 

(Para) 250 

Orpheum Night People (20th-Fox), 2nd wk 150 

Paramount Riot in Cell Block 11 (AA) 200 

After finishing her current stint, MGM's 

"Jupiter's Darling," Esther Williams' next 

starring vehicle will be "Say It in French." 

ABELES WEDDING PARTY—Arthur S. Abeles jr. (extreme right), managing 

director of Warner Bros., Ltd.. of Great Britain, was married to Mrs. Audrey Hanson- 

Lawson at Caxton Hall, Westminster, followed by a reception at Dorchester hotel in 

London. The photo shows the bride between Dr. Eric Fletcher, a director of the 

British Warner company, and Wolfe Cohen, president of Warner International. 

AT PORTLAND PAGEANT — Tom 

Walsh, left, general manager of the J. J. 

Parker Theatres, and M. M. Mesher, 

right, president of the Portland Paramount 

Theatre Corp., look over a Paramount 

Pictures Pageant program with 

Wayne Thiriot. Portland manager for 

Paramount, pointing out the high points. 

The get-together occurred at the Paramount 

Pageant screening of three new 

releases. 

Few Price Changes 

In Denver Area 

DENVER—Very few theatres in the Denver 

film territory are making and adjustment 

because of the tax cut. About the only 

houses making any change of prices are those 

that have been getting 55 cents including 

tax, and these have cut to 50 cents in order 

to escape the extra bookkeeping. One exhibitor 

said a 55-cent price would be impossible, 

since the tax is not collectible until the price 

goes above 50 cents, and that would be 51 

cents, and with the tax of 5 cents the price 

would be 56 cents. 

There are about half a dozen houses in 

Denver and suburbs with a 55-cent price, 

and as stated above, they went along with 

the cut to 50 cents. 

Two of the first run houses were on extra 

price films at the time of the change in tax, 

but they went right along at their former 

prices, and with almost an infintesimal number 

of complaints, and none of them were 

mean about it. A few asked what about the 

tax cut, but none stayed away even after 

finding out the prices were not being cut. 

All of the first runs went right along with 

their former prices. At the Vogue, art theatre, 

prices had recently been advanced on 

student prices from 60 cents to 74 cents, and 

the house intends to maintain that price 

along wifrh their price of 90 cents for others. 

Palo Alto Council Ends 

Power of Film Censors 

SAN FRANCISCO—The Palo Alto city 

council has voted unanimously to strip censorship 

powers from the city's 33-year-old 

advisory board on commercial amusements. 

The action removes the board's power to order 

special previews on motion pictures or 

to ban showings or limit them to adult 

audiences. 

The new ordinance went into effect 'immediately, 

thus ending theatre manager Al 

Laurice's suit against board rulings. The 

suit was pending in the Santa Clara county 

superior court. 

82 BOXOFFICE ;; April 10, 1954

. . Replacing 

Big Wadsworlh Airer 

Open Easter in Denver 

DENVER—The fabulous 1,000-car, 600- 

walk-in capacity, Wadsworth Drive-In, a 

dream of L. K. Lee, president of Lee Theatres, 

will open Easter. The new ozoner, located in 

a Denver suburb on Wadsworth avenue, will 

feature a 96-foot Cinemascope screen, stereophonic 

sound, and all of the other new and 

advanced features it was possible to get in 

the theatre up to the time of construction. 

The space for 600 walk-ins is exceptional 

for drive-ins, and gives the ozoner all-year 

facilities. Car heaters will also be provided. 

Located at one of the proposed cloverleafs 

on a new super highway, the theatre will 

be in easy access of all of Denver and its 

suburbs. 

LOS ANGELES 

. . . 

pausing here briefly en route to La Paz, 

Mexico, where they plan some sport fishing 

were Julius and Jack Leventhal of the 

Leventhal-Goldman circuit in St. Louis 

Also a visitor was S. Maurice Livingston, 

a producer-distributor with headquarters in 

Tokyo ... A fire caused extensive damage 

to the projection booth of Tom Muchmore's 

Canoga Theatre in Canoga Park and the 

showcase has been closed for repairs. Muchmore 

also operates the Arroyo on North 

Piguero and the Plaza in Hawthorne. 

. . . Ollie Vick, a 

Now associated with Freddy Dee in the 

operation of the Carlton is Gus Kavouras, 

who formerly managed the Uptown and other 

Fox West Coast houses 

. . . 

secretary at the Theatre Specialty Co., retired 

to await an impending blessed event 

Berna.rd Saul has reopened the Vista on 

Hollywood boulevard. The house, shuttered 

for some time, was last operated by Milt Lefton. 

. . Also 

. . . 

A pneumonia attack bedded Henry Herbel, 

Warners western division manager . 

on the sick list was Henry Balk, salesman 

at Allied Artists . . . Gimpsed on the Row 

was Seymour Poe, special representative of 

Sol Lesser . Lynn Cohen, the new 

secretary to Jerome Sheftel, IFE office manager, 

is Betty Green Dick Lemucchi 

trekked in from Bakersfield, where he operates 

several theatres, to do some booking and 

buying. 

Joe Hartman, formerly with National 

Screen Service, joined the Walt Disney organization 

as a special sales and exploitation 

representative . . . Only a few days after he 

had reopened the Western Theatre, Bill 

Reese, a reserve officer, was ordered to 

Tokyo on a tour of active duty. His associate, 

Mitch E. Hilaiel, will operate the house 

during Reese's absence. 

Filmrow sympathies were extended to Dean 

Hyskell, of Fox West Coast's advertising department, 

following the death of his mother, 

Mrs. Phyllis Hyskell, 76. for whom services 

were held Thursday (8) ... Herman Rifkin, 

Allied Artists vice-president and owner of 

the AA franchises in Boston and New Haven, 

left for his headquarters in Boston after a 

week's visit here, during which he huddled 

with Steve Broidy, AA president, and attended 

a meeting of stockholders. 

BOXOFFICE : 

: AprU 

10, 1954 W 63

. . Coming 

. . Realart 

. . The 

DENVER 

That the show must go on was exemplified 

during the recent blizzard that struck 

Leadville and Climax. Some of the employes 

of the theatre at Climax live in LeadvUle, 

but even though all traffic between the two 

cities was stopped, the three started out and 

made it. being only five minutes late. The 

men were Gene Hawkins, projectionist; Harold 

Tholcn. doorman, and Happy Jones, 

cashier. The lobby of the recreation hall was 

jammed with patrons waiting for the show, 

and the arrival of the three staff members 

was met with shouts of praise. 

SOUTHLAND SHOWMEN AT FILM PAGEANT—Among representative 

theatre 

operators who were Paramount's guest at a recent special screening of three new releases, 

staged at the Fox Beverly Theatre in Beverly Hills, were (from left) Wayne 

Hanson, of the South-Lyn circuit; Evert Cummings, circuit operator in the Downey, 

Calif., area; and Hugh Bruen (far right), owner of three theatres in Whittier. Second 

from right is Robert Ableson. sales manager in Paramount's Los Angeles branch. 

Long Salt Lake City Runs 

Belie Pessimists Tales 

SALT LAKE CITY—Any pessimists 

concerning 

theatre business in Salt Lake City 

since the first of the year should look at the 

long runs showhouses have had since then. 

Although owners and operators aren't announcing 

figures, it appears that business 

has shown a pretty sizeable increase in the 

last three months. 

For instance. "The Glenn Miller Story" 

played three weeks at the Centre and then 

three weeks at the Studio. It was doing top 

business throughout its run. 

'"The French Line" was in Salt Lake for 

five weeks, packing the crowds in at the 

Villa and Uptown. "The Long. Long Trailer" 

went five weeks at the Lyric, drawing good 

houses all the way. 

Even Academy award winners, which had 

long runs when they were first shown, were 

doing holdover business. "Roman Holiday" 

and "Stalag 17" ran through ten days at the 

Capitol and "Prom Here to Eternity" was 

in its second week at the Studio. When it 

was here first run it stayed eight weeks. 

Tlie high sp)ot of the long runs was the 

record being marked up by "The Living Desert" 

at the Tower. At the end of this week, 

the Walt Disney picture had entered its 

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ninth week at the 500-seat long run neighborhood 

house. During its first seven weeks, it 

played to a total audience of 35.000. Business 

in the fifth week was almost as big as in the 

first week, according to the Tower management. 

SEATTLE 

TXyhile in New York on their recent trip 

east, Jack J. Engerman, president, and 

Zollie Volchok, vice-president, of Northwest 

Releasing Corp., visited Bob Sabini, president 

of Astor Pictures, regarding new product 

soon to the Paramount is "About 

Mrs. Leslie." Exhibitors got a preview of the 

film the other day when it was screened in 

the Varsity Theatre along with "Elephant 

Walk" and "Knock on Wood." 

Filmrow visitors included L. C. Dawley, 

Mond Theatre. Redmond; Mrs. Cora Theuerkauf. 

visiting from Tacoma and planning a 

California trip, and Mr. and Mrs. Ed Metzgar 

of the Auto Drive-In on the Moscow-Pullman 

highway. They were in town attending 

a hotel convention. They own the Washington 

hotel in Pullman. 

George Jessel flew in last week on a countrywide 

tour in behalf of the Federated Jewish 

fund. 

UA Western Managers 

To Meet in Frisco Apr. 21 

SAN FRANCISCO— United Artists will 

hold a divisional sales meeting April 21-23 

at the Cliff hotel here. William Heineman. 

Bernard G. Kranze, Arthur Reiman, Jim 

Velde and Max Youngstein will attend from 

the New York office, along with District 

Manager Ralph Clark, Los Angeles, and the 

following branch managers: 

Seattle, A. J. Sullivan; Denver, Bud Austin; 

Los Angeles. Richard Carnegie; Salt Lake, 

W. W. McKendrick; San Franci.sco. Frank 

Harris, manager, and salesmen Frank Harr, 

Jack Finley, Ernie Gibson and Bob Hazard. 

Leonard Glarum, manager for Fox Intermountain 

Theatres at Alliance, Neb., put on 

a magic medicine man's act in the city's annual 

minstrel show . Vogue, an art 

theatre, formerly with prices of 60 cents for 

students and 90 cents for others, has boosted 

the student's tariff to 74 cents . . . Ted Knox 

sold and installed new wide screens in the 

Commercial at Sundance and the Wyoming 

at Lusk, Wyo. . Pictures has moved 

to 824 21st St. 

Al Brandon, recently selling for Lippert 

Pictures in New Mexico, has been made 

branch manager of Preferred Pictures by 

Robert Patrick, exchange owner. Brandon 

will spend much of his time on the road. 

Western Service and Supply has sold and 

installed Cinemascope and stereophonic 

sound in the Tower, Denver, along with a 

new type of draw curtain and other improvements. 

Western also widened the screen at 

the Cactus Drive-in. Albuquerque, to 100 feet, 

also installing Strong 135 lamphouses and 

Lester Zucker, Universal 

solenium rectifiers , . . 

district manager, was in for confer- 

ences with Mayer Monsky, and the two called 

on the circuits. 

Filmrow visitors included Don Beers, Santa 

Fe; Don Monson, Rifle; Mr. and Mrs. Sam 

Rosenthal, Buffalo, Wyo.; Glenn Wittstruck, 

Meeker; R. L. Stanger, Windsor; Mr. and 

Mrs. Paul Heeney, Kremmling, and Merle 

Gwinn, Benkelman, Neb. 

Keenan Wynn will play leading roles in 

two MGM films, "Deep in My Heart" and 

"Tlie Glass Slipper." 

Boxed Lunches Waiting 

For Hungry Exploiteers 

Portland—The protests of four motion 

picture exploiteers to a United airlines 

manager in Seattle over the lack of 

luncheons on the 12:20 p.m. flight to 

Portland really paid off. 

The four, Walter Hoffman, Paramount: 

Allan Welder, MGM; Sam Siegel, Columbia, 

and Willard Coghlan, Warner Bros., 

protested to the airline management that 

in order to make the 12:20 flight they 

had to leave downtown Seattle at 11 a.m. 

and that they did not reach Portland 

until 1 p.m. 

Result of the protest was that the Portland 

airlines manager met the exploiteers 

at the plane when it landed at International 

airport. He had four paper bags, 

each containing a .specially boxed lunch, 

which he turned over to the hungry 

exploiteers. 

B4 BOXOFFICE ; 

; April 10, 1954

John Lees 

Jackrabbif Circuit Grew 

To 11 Theatres in Columbia Basin 

DEATH CLAIMS EXECUTIVE—Services 

were held in Los Angeles Saturday 

(3) for Henry C. Cox, 63, vice-president 

and treasurer of National Theatres and 

a member of the circuit's board of directors. 

Cox, who succumbed to a heart 

ailment, was formerly president and general 

manager of the Columbia Phonograph 

Co. in New York and came to Los 

Angeles in 1942. He had been associated 

in the east with Charles P. Skouras, NT 

president, for 22 years. Survivors include 

his wife, a daughter, a son and seven 

grandchildren. 

SALT LAKE CITY 

•Tom Philibin, salesman at U-I, and Marcia 

Philibin are parents of a baby boy, bom 

March 31 . . . Remodeling activities are 

going on apace at the Variety Tent 38 clubhouse. 

More room has been gained by moving 

the stairways. Painting, decorating and 

other remodeling will be completed in time 

for the annual round-up in June. 

The two drive-ins in the fast-booming 

town of Moab are expected to open by April 

15. They'll draw from the uranium area 

around the town . . . Among visitors along 

FMlmrow were Fred Mathews, Motiograph 

executive from Chicago; Pet Bayes, field man 

for Paramount; George Armstrong of Cortez, 

Colo., and Hugo Jorgensen of Rigby, Ida. 

WENATCHEE, WASH. — This year will 

mark the 18th year in theatre business for 

40-year-old John Lee of 

Ephrata, who operates 

every theatre in the Columbia basin. 

The story of his career as told recently in the 

Wenatchee World illustrates that America 

is still a land of opportunity for the man with 

enough gumption and grit. 

Lee was running a fountain lunch in the 

depot in Chelan when a conversation with 

Jim O'Sullivan, long-time booster for the 

Grand Coulee dam and irrigation, sold Lee 

on opportunities in the Columbia basin. 

Not long after that Lee began operating 

the Cam Theatre in Ephrata. As he put it, 

he "lost his shirt," but he began again by 

refinancing his car, making a down payment 

on some portable machines, loading them in 

the back seat and starting what ultimately 

became a "jacki'abbit" circuit, with nightly 

showings in lodge halls in Moses Lake, Connell, 

Othello, Ephi-ata, Wastucna, White 

Bluffs, Mansfield and Wilson Creek. His 

wife sold tickets and John ran the projector. 

The roads in the basin then were terrible. 

According to Lee, "they beat the devil out 

of a car." Today they are all oiled. 

"We stayed in some awful dumps between 

shows," he said. "In one place, all the 

plaster fell down from the ceiling, covering 

the bed. Three times I ran into wild horses 

that ran through the basin. One time I had 

to sell the car for junk." 

When the Columbia basin seemed assured, 

the Lees built the Marjo Theatre in Ephrata. 

Today they operate the Lee and Marjo in 

Ephrata, the Lake and Park-In, a drive-in in 

Soap Lake, a theatre in Quincy on a partnership, 

the Lake and the Ritz and the Basin 

Drive-In in Moses Lake, the Coulee City in 

Coulee City, a theatre in Warden and one 

at Othello. These have a capacity of 600 cars 

and more than 3,600 seats, with room for 

expansion. 

John Wolfberg Purchases 

Los Angeles Newsreel 

LOS ANGELES—A Hollywood boulevard 

operation, the Newsreel Theatre, has been 

purchased by John Wolfberg from ABC 

Theatres, which is headed by Buddy Adler, 

a producer at Columbia studios. Wolfberg, 

who also operates the Marcal here and the 

Imperial in Inglewood, will change the name 

of the Newsreel to the Preview Theatre and 

is abandoning the all-newsreel policy in favor 

of general bookings. 

Celebrates 75th Birthday 

By Opening New Theatre 

CALDWELL. IDA.—Mrs. Mary D. Knight, 

in the theatre business since the death of 

her husband several years ago, celebrated 

her 75th birthday recently by opening the 

new Roxy Theatre, Caldwell's first widescreen 

theatre. 

Wide Screen Installations 

Among theatres in the west which have 

recently installed wide screens are the State, 

Oregon City, Ore., by owner J. D. Praggastis; 

the Castle, Tillamook, Ore., by Bob 

Smith, manager of the Tillamook theatres; 

the Mor, Umatilla, Ore., by L. A. Moore, 

owner, and the Colonial, Grandview, Wash., 

by Marie Warner, owner. 

Wide Screen Attracts 

BAKER, MONT.—The Lake Theatre, managed 

by Buzz Flint, presented "Mogambo" to 

record crowds as the opener after a wide 

screen installation. 

Jacob A. Leech Purchases 

Weed Theatre, Weed, Calif. 

MEDFORD, ORE.—Jacob A. Leech has purchased 

the Weed Theatre at Weed, Calif., 

and has taken a ten-year lease on the building 

from the Oregon-California Theatres of 

San Francisco. Leech took over operation of 

the house on April 1. His son-in-law Richard 

P. Miller will handle booking of the house 

from the Medford office. 

Leech and Richard F. Miller formerly 

owned the Ocean Drive-In at Crescent City, 

Calif. This house was sold on Januarj* 5 to 

Arthur D. Grenfell and Margaret L. Grenfell 

of that city. 

Leech and Aubrey D. Smith, former owners 

of the Valley Drive-In here, sold the 

Valley to Oregon-California Theatres February 

27. 

AT 'LUCKY ME' PREMIERES—Attending the recent thru citj world premiere 

of "Lucky Me," Warner Bros. CinemaScope musical, at the Paramount, Miami; 

Beach, Miami Beach, and Gables, Coral Gables, are, left to right: George Hoover, 

Florida State Theatres; Robert Cummings; Maj. Albert Warner, WB vice-president 

and treasurer; actress Nancy Walker; actor Phil Silvers, and, standing: Ruth 

Davidson, Al Leeds and Mr. and Mrs. Haskell Masters. Masters is Canadian district 

manager for Warners. The group was photographed at a dinner at the Lord 

Tarleton hotel. 

BOXOFFICE : 

: April 10, 1954 65

v 

. . The 

. . Arthur 

. . Another 

. . Burton 

. . Robert 

. . Mary 

. . The 

. . . The 

HELLO, OUT THERE—During the 

Los Angeles sales campaign on "Riot in 

Cell Block 11," the Walter Wanger production 

for Allied Artists, the local AA 

branch gave its offices a prison-like appearance. 

Pictured behind the barred 

main entrance is Howard Stubbins, who, 

with Mel Hulling, owns the AA west 

coast franchise. 

Sterling Chain Drops 

Admission Prices 

SEATTLE—sterling Theatres, largest circuit 

in this area, disclosed Thuisday (li that it 

had dropped admission prices at all of its 

houses to reflect the reduction of federal 

admission taxes. 

"We are returning to our adult patrons 

all the savings resulting from the tax reduction," 

circuit officials said. 

As an illustration, admissions at the Northgate 

Theatre dropped from 75 to 69 cents. 

Admissions elsewhere in Sterling houses now 

are proportionatey less, the management said. 

Children's admissions, however, when in the 

20-C6nt level, are being retained. The circuit 

explained that it believed children's admissions 

already were too low. The situation 

with other local circuits still was confused. 

Downward revisions were made in some juvenile, 

student and matinee admissions, but 

adult evemng admissions for the most part 

remained at their former level. 

The ticket price situation in many of these 

houses, managements of other circuits said, 

is complicated by the wide variance of admissions 

on different types of pictures, such 

as conventional two-dimensional pictures, 

3-D and wide-.screen. 

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THEATRE EXCHANGE CO. 

5724 S E Monroe Portland 22, Oregon 

Phone Evergreen 1-7100 — 1-1606 

SAN FRANCISCO 

The Valley Drive-In, formerly owned by 

Jacob A. Leech and Audrey Smith has been 

purchased by Robert L. Lippert's Oregon 

California Theatres. The Weed Theatre, an 

Oregon California Theatres' house, has been 

sold to Jacob A. Leech. The transaction was 

handled by J. Leslie Jacobs, San Francisco 

theatre broker. 

Reek A. Feliziani, well-known manager of 

the Strand on Market street, was feted by 

his associates last week, and as a result, he 

was forced to open the theatre late for the 

first time in 22 years. A dinner was given in 

his honor by 14 managers of the local division 

of Golden State Theatres. W. W. Coovert, 

division manager, was emcee. 

The recent report of a bomb in Palo Alto's 

Stanford Theatre was just the product of a 

prankster. An anonymous phone call to the 

cashier alerted the police, w'ho stood by until 

the bomb deadline passed . Townsend, 

for the past seven years projectionist 

at the Sebastian! Theatre in Sonoma, and 

for the past 14 months, manager of the 

theatre for Mi-s. Elvira Sebastiani, has assumed 

proprietorship of the house. 

The Green Street Theatre here will be reopened 

by the San Francisco Cinema Guild 

for "The Storm Within," a Jean Cocteau 

classic. The new seven-night policy at the 

theatre, which has housed everything from 

light opera to melodramatics, such as "Tlie 

Drunkard," will feature twin bills of recognized 

film merit . 

reopening 

will be the Rita, which will resume a policy 

of German films. Maury Schwartz is the 

owner . Sam Mateo schools arranged 

a day at the Orpheum here Wednesday 

i7) to see "This Is Cinerama." Some 

1,458 students and teachers filled the house 

to capacity at a morning showing. 

Jack Finlay, UA salesman, said a fond 

farewell to his wife who left for Scotland to 

visit with her parents and relatives . . . Juanita 

Plynn, Columbia, was feeling much better 

after a long illness and was expected to return 

to work soon . E. Robbins, 

assistant to President Herman Robbins of 

NSS, was here for a few days on his way 

to Los Angeles and Palm Springs. 

The Niles Theatre, formerly booked by Ed 

Rowden Theatre Service, is now being 

handled by owner Ted Tully . Roxie 

in Sacramento, a Golden State house, closed 

April 5 and will reopen around April 28 

as the World, an art house . Norris, 

cashier at Columbia, returned to the St. 

Francis hospital for more surgery. 

People are moving department: Around 

the first of July, the Columbia exchange expects 

to move into its new location at 229 

Golden Gate Ave. The Variety Tent 32, will 

move around May 1 to its new location also 

on Golden Gate avenue . . . Leslie Pancake 

of the Shasta Theatre, Central Valley, was 

on the Row . . . Phil Weinstein. Columbia 

salesman was out in the Valley while Torrey 

Roberts returned from the Sacramento area. 

Francis Sauter, Westside Theatre, Newman; 

James Stevens, Dixon at Dixcn; Mr. 

Smith of the Times at Alameda, and Charlie 

Holtz of the Sequoia at Sacramento w'ere 

on the Row . Barnett, Rex in 

Oakland, writes to friends along the Row that 

he's having a marvelous time in Europe . . . 

The Film Colony Club girls have decided to 

hold another preview and style show this 

year on behalf of the Variety Heart fund. 

PORTLAND 

fêoTge Montgomery came in Tuesday (6) 

for personal appearances at the Oregon 

premiere of Columbia's "Battle of Rogue 

River" at the United Artists. Montgomery 

arrived from Hollywood by air and was met 

here by Sam Siegel. northwest press representative 

for Columbia. Interviews were conducted 

at the Congress hotel. 

Herb Royster, J. J. Parker Theatres, conducted 

a series of contests to ballyhoo U-I's 

"The Creature From the Black Lagoon," 

newcomer to the Broadway. One feature was 

a window display with a "creature" encased 

in a block of ice. Customers of a toy shop 

downtown were invited to guess when the 

mysterious object would be released from its 

icy 

prison. 

. . . Barney 

At 20th-Fox, Charles Powers was back in 

his office after attending a meeting in Los 

Angeles with new western Sales Manager 

Alex Harrison. Branch managers from Salt 

Lake City, Denver, Seattle, Portland and Los 

Angeles attended the confab 

Ross, western district manager for Universal, 

was in town to confer with local Manager 

Ernest Piro. Accompanying him was Foster 

Blake from the New York office. Piro said 

that "The Glenn Miller Story" broke records 

at The Dalles. Grants Pass and Tillamook 

and other Oregon cities. 

. . . 

Archie Holt, back from a southern Oregon 

sales trip, said business is exceptionally good 

Port, newest Coos Bay theatre, operated 

by the McSwane brothers, opened recently. 

The house seats 900 persons 

Jack Partin. Republic manager, has been 

busy with promotional wôrk on "Jubilee 

Trail." which opened Fi'iday i9) at the Liberty, 

and "Johnny Guitar." An exhibitor 

screening was held Friday (2) at the 21st 

Avenue Theatre for the latter film. Window 

and counter displays and disk jockey promotions 

are set for both films. 

To promote "Act of Love," Earl Keate, 

United Artists exploiteer, invited Portland 

French war brides to attend the United 

Ai-tists Theatre. They were interviewed by 

. 

Bob McNulty of KWJJ. Some 35 brides attended 

Two contests were staged here 

for 

. . 

"The Creature From the Black Lagoon." 

Herb Royster said. Six-month theatre passes 

were given readers identifying the names of 

horror pictures of the last few decades from 

tips run in the Oregonian. The Journal is 

promoting a contest inviting readers to send 

in their "scariest" adventure in 100 words 

or less . . Exploiteers in town included 

Walter 

. 

Hoffman. Allan Weider. Sam Siegel 

and Willard Coghlan. 

Install CinemaScope 

SEATTLE— Evergreen Theatres has installed 

Cinemascope and stereophonic sound 

in the University Theatre. "The Robe" opened 

there Tuesday (30 1. The new .screen is in 

front of the proscenium arch, extending from 

wall to wall, 45 feet wide and 20 deep. 

bo BOXOFFICE 

: 

: April 10, 1954

St.Louis Drive-ins May 

Receive Earlier Runs 

ST. LOUIS—Patrons of the drive-ins, including 

the Broadway, now under construction 

in the southern section of the city, and 

the South, Hearing completion on the Lemay 

Ferry road, apparently will be seeing their 

pictures earlier than in the past. 

It is understood that at least one of the 

major companies has promised the drive-ins 

a 28-day availability on all of its product, 

at least a week earlier than such pictures 

could be shown in 1953. 

Another company is said to have offered 

a zone-bidding proposition but that reportedly 

hasn't been received with enthusiasm 

on the part of any of the drive-in owners. 

Experience in this territory, under a bidding 

arrangement, has been that film rentals go 

up all around without any compensating increase 

in the net boxoffice take for the 

theatre owner. 

Other majors would like to have the driveins 

not only bidding against other in-a-car 

shows but the conventional houses as well. 

The 1,000-car plus drive-ins with two good 

shows nightly in most of the summer season 

have an over-all gross that some of the distributors 

feel could make them ripe for bidding 

against not only the seven-day second 

run houses but, perhaps, even for first run 

product. 

Star NTS Salesmen Fly 

To NY on Prize Trips 

ST. LOXnS—William C. Earle ,u-. and 

Harry Hoff. star salesmen for National Theatre 

Supply here, and their wives will plane 

from Lambert-St. Louis municipal airport 

to New York City to spend a week there as 

the guests of R. L. Bostick, NTS vice-president. 

The Earles and Hoffs will meet three 

other star NTS salesmen from the southern 

district, Sam Berry of Dallas, Tex.; A. R. K. 

Coski'e, Charlotte, and C. E. Sumner, Memphis, 

and their wives, who also have won 

the trips. A full program has been arranged 

for them in New York City, with Mr. Bostick 

picking up the entire check. The trips are 

awards to the five salesmen for their sales 

records set in 1953, when they were tops 

among the 30 salesmen in the company's 

southern district which includes St. Louis, 

Memphis, Charlotte, Oklahoma City, Dallas, 

Atlanta and New Orleans. 

Art Policy at Richmond 

ST. LOUIS—The Richmond Theatre in 

suburban Richmond Heights joined the St. 

Louis Amusement Co. list of art theatres. 

The others are the Shady Oak in Clayton 

and Pageant on Delmar west of Goodfellow 

boulevard. The first feature under the newpolicy 

at the Richmond was "Melba," plus 

a UPA cartoon, "Tell Tale Heart." 

Installs in Springfield 

SPRINGFIELD—A .seamless Walker Silver.=heet 

screen, 20x40 feet, has been installed 

at the Roxy by the Prisina Amusement Co. 

'The Command" will be the first film to 

rtilize the entire width and will be shown 

some time this month. 

O. W. McCutchen Is Dead; 

Rodgers Circuit Partner 

ST. LOUIS—O. W. McCutchen of Blytheville. 

111., a pioneer exhibitor in this exchange 

area, died in a Battle Creek, Mich., 

sanitarium Sunday (4). Mrs. McCutchen and 

other members of the immediate family were 

with him. 

Mr. and Mrs. McCutcheon for some years 

had been partners with the Rodgers circuit 

of Cairo. HI., the Ritz and Roxy theatres 

and the Starview Drive-In at Blytheville, 

Ark.; the American and McCutchen theatres 

in Charleston, Mo., and the Malone and Rex 

theatres and the Sikeston Drive-In at Sikeston. 

Mo. 

Members of the St. Louis film colony also 

were grieved to learn of the death Friday 

(2) in St. Mary's hospital in Quincy, 111., of 

Mrs. Etta Stanus Bradford. She was the wife 

of James Bradford, southeastern Missouri 

salesman for Columbia. She had been suffering 

from a diabetic condition for several 

years, and had one of her legs amputated 

in an effort to checkmate the disease. 

A third death that came as a shock to 

many of the film exchange folks of St. Louis 

was that of Samuel A. Cohen, proprietor of 

the Accurate Shade & Hardware Co.. 3225 

Olive street, in the film exchange area, who 

was found dead April 1 behind the wheel of 

his automobile which was parked in the 3600 

block of Lindell boulevard. Death resulted 

from a heart attack. 

Fox Manager Outdrives 

Bandits in Holdup Try 

KANSAS CITY—They say lightning does 

not strike twice in the same place, but Jack 

Steele, manager of Fox Midwest's Vista Theatre, 

is sure the same two bandits tried to rob 

him Sunday (4) night who succeeded in taking 

$1,300 from him last February. 

About 10:45 he was driving west on Admiral 

boulevard on his way to the night depository 

of a bank. One of the concession employes 

was with him and when they reached Delaware, 

a car which had been following them 

cut in from the left. Two men with stockings 

over their heads as masks yelled to 

Steele. "Pull over." Instead he accelerated 

and they fired two shots, but he crowded 

them over on to the curb and the cars 

locked. Then he shifted into low. rammed 

the car, went into high and ran a red light, 

pulling up at the Katz store at Ninth and 

Main where he called police. The bandit car 

sped away on Ninth street. 

Modern Film Acquires 

Sex Hygiene Films 

CHICAGO — Modern Film Distributors, 

headed by Irwin S. Joseph, has assumed 

all national distribution rights on "Mom and 

Dad," "Because of Eve" and "Street Corner," 

all of which are classified as sex hygiene 

pictures. 

Joseph, who has a background of 29 years 

in distribution and exhibition, has for the 

past four years headed Essanjay Films of 

Chicago. 

Carl Strate will assist Joseph as general 

office manager at 1325 South Wabash Ave. 

Kansas-Missouri ITO 

Convention May 5, 

KANSAS CITY—Plans for the annual convention 

of the Kansas-Missouri Allied Independent 

Theatre Owners were started at a 

BEVERLY MILLER 

board meeting in the local office Monday 

(5) afternoon. The convention will be held 

May 5, 6 at the Phillips hotel and, according 

to President Beverly Miller, the outstanding 

attractions offered should draw a big attendance. 

Among the attractions will be demonstrations 

of the Tuschinsky lens (SuperScopei 

and of VistaVision. by representatives from 

the companies who will be prepared to an- 

.swer exhibitors' questions. There will also 

be a representative from the new producing 

company. Makelim-Borzage, which proposes 

to make a minimum of 12 pictures a year. 

The company has a tieup with national ITO 

and its plan will be presented at the meeting. 

Senator Schoeppel of Kansas, who has 

been one of the staunchest supporters of the 

admission tax repeal and introduced the bill 

in the senate to take the entire tax off 

admissions under 60 cents, will be iavited to 

attend, as will Colonel Cole of COMPO. 

Miller himself will head the convention 

committee, with these members assisting: 

Gene Musgrave. Charley Potter, Ronald 

Means. Jay Wooten. Ben Adams and Bill 

Bradfield'. 

BOWLING 

KANSAS CITY—Bowling games played 

Friday (2) by the Men's Pilmrow league resulted 

in Poppers Supply splitting even with 

Film Delivery, Dixie Enterprises winning 

three points from Michael's Clothing. Manley 

Popcorn winning three points from Uptown 

T,heatre. and Shreve Theatre Supply winning 

four points from Hailman Printing by forfeit. 

Standings: 

Women's Won Lost Men's Won Lost 

Finton Jones 52 

Hortmon's 50 

Central 47 

Manley, Ine 47 

Mode O' Day 42 

Foxy Five 41 

U-l 30 

101 Service .28 

32 Shreve 67 41 

34 Poppers 661/2 41 Vj 

37 Dixie 6OV3 47i/j 

37 Film Delivery S3 55 

42 Manley 50 S8 

43 Uptown 48 60 

54 Michael's 46 62 

S6 Hailman 41 67 

BOXOFFICE 

: 

: April 10, 1954 67

. . Milton 

— 

. . 

. . 

. . . The 

. . Paul 

CHICAGO 

ixrilliam Hollander, head of B&K publicity 

and promotion, returned from a California 

holiday . Sherman, advertising 

director of Radiant Screen, was vacationing 

in New Orleans ... Ed Puld of 

American Ticket Corp. attended the Allied 

of Illinoi.s meeting to outline the new federal 

admission tax setup. 

. . . Fred 

. . Allan 

Burtis Bishop jr. will leave April 15 for a 

three-week vacation in Florida 

Mindlin, manager of the Ziegfeld, said weekend 

business on his return engagement of 

"Lili" was comparable to the entire second 

week gross during its original run , 

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. . . 

Cummings, in charge of MGM exchange 

maintenance, returned to New York following 

a three-day visit here People on 

Filmrow are sending their good wishes to 

Herman Marks, who returned to work following 

an operation four weeks ago. 

James Jovan, owner of the Monroe Theatre, 

and his son Eddie vacationed in Florida a 

few day.s ... A demonstration of the Pola- 

Lite single track system for 3-D was held 

at 11 a.m. Thursday i8i at the Marshall Square 

Theatre, 2875 West Cermak road. Charles 

Cooper, distributor in this area, screened 

"Creature From the Black Lagoon" . 

Norman Pyle, MGM publicist, prepared to 

start a "teaser campaign" on "Executive 

Suite" April U. The picture will open at the 

Chicago Theatre April 30. 

The DeLuxe Theatre has been taken over 

by Van Nomikos and Duke Shumow. Charlie 

Golan, who has been in charge of the De- 

Luxe since 1930, has left the operation . 

Mike Stern of Joseph Stern circuit attended 

the Variety convention in Dallas. Tex., and 

from there went to California for a short 

vacation. 

During March, the censor board reviewed 

125 pictures (996,000 feet of film). Five films 

were classified for "adults only" and 20 were 

Bob Lewis, formerly with 

foreign films . . . 

Warners, has joined Republic. Dan Goldman 

was transferred by Republic to the territory 

relinquished by Carrol Morton, who moved to 

Berman was selected 

Allied Artists . . . Lou 

"Man of the Week" in the current U-I 

branch sales drive. 

Ted Todd, 20th-Fox publicist, has been 

cavorting here and there in promoting the 

April 15, 16 openings of "Prince Valiant" at 

the Coronado in Rockford, the Granada and 

Paramount at South Bend, the Wisconsin in 

Milwaukee, the Indiana at Indianapolis and 

the Rialto in Louisville. 

For "The Miami Story" at the Chicago 

Theatre. Bob Weiner, Columbia publicist, arranged 

for the use of film clips on TV programs 

in this area. First to use the clips 

was Jack Eigen, who initiates a new onehour 

television show on WOKY-TV, Milwaukee, 

Friday night (9i 

. 

. . Sally Stark, recently 

associated with the Paramount studio 

in Hollywood, has joined the Allied Artists 

staff 

here. 

Tony Weitzel, Chicago Daily News columnist. 

IS using a film clip on Colimibia's "It 

Should Happen to You" on his April 12 tele- 

. . . 

vision program seen on NBC. The picture 

opens at the State Lake Theatre April 15 

William Bennis, owner of the Vogue 

and Lincoln in Lincoln, 111., and the Bennis 

Drive-In there, and the Freeport, the State 

and Comet in Freeport, returned from a 

three-week holiday in Hot Springs, Ai-k.^. . . 

Ralph Kettering is back at United Ai-tists as 

publicist. 

The Skyway Drive-In at Hoopeston was 

opened Friday (9) by Tom Vesel . , . A. B. 

McCuUom said the Family Drive-In at Clinton 

will start operations April 16. 

Gus Constant, owner of the A-1, the Rogers 

and Varsity theatres at Decatur, the Times at 

Danville and the Castle at Bloomington, returned 

from a four-month visit in Greece 

screening scheduled for April 12 of 

"Lucky Me" at the Century Theatre for exhibitors 

and the press has been postponed. 

Meanwhile, "Dial M for Murder" will be 

screened on April 26 at 10:30 a.m. in the 

Century. 

. . . 

Wright Cattlow is installing Cinemascope 

in his Cattlow Theatre at Barrington 

Lazar Wechsler was here in behalf of "Heidi," 

which will open at the World Playhouse 

April 17. Wally Heim and Ralph Kettering 

of United Artists were hosts at a luncheon 

held at Citro's, honoring Wechsler. 

. . . Jeff Chandler, here 

Van Nomikos departed on a six-week visit 

in Greece 

publicize "Yankee Pasha," 

to 

newcomer at 

help 

the 

United Artists, is also plugging his first Decca 

recording. "I Should Care" and "More Than 

Anyone" 

. Watkins has taken over 

the operation of the Lux Theatre at East 

Peoria. 

Academy Oscar Fame 

Goes to Bell & Howell 

CHICAGO—Academy award fame came to 

Bell & Howell, Chicago manufacturer of 

motion picture equipment, in recognition of 

47 years of pioneering work in the motion 

picture industry. Charles Brackett, president 

of the Academy, presented the Oscar to H. W. 

Remerscheid, vice-president in charge of 

western operations, before a coast to coast 

radio and TV audience. 

Brackett, in making the presentation, said, 

"Without Bell & Howell's pioneering efforts 

the movies of today would still be the movies 

of yesterday." The inventions of Albert S. 

Howell, late co-founder of the company, were 

credited with "taking the flicker" out of the 

movies and standardizing the industry on 

film 35mm wide "so that movies made in 

Hollywood can be shown all over the world." 

Bell & Howell's latest contribution is a new 

type Cinemascope theatre projection lens 

now in production. 

Bell & Howell also received honors in connection 

with "Conquest of Everest," which 

was nominated for an award. The documentary 

film was shot on Bell & Howell's 

16mm amatem- cameras at the below-zero 

temperatures on Mount Everest. The film, 

blown up to 35mm size for theatre showing 

and distributed by United Artists, has been 

called "the outstanding movie of the year" 

by many reviewers. 

Two Dynalite Orders 

ST. LOUIS—Tlie St. Louis Theatre Supply 

Co. has received orders for RCA Dynalite 

wide screens to be installed in the Town Tlieatre 

at Flora, 111., owned and operated by 

Larry and John Spalding jr., and the Liberty 

Theatre in Vandalia, owned by Herman Tanner. 

National Theatre Supply has received an 

order to furnish and install Simplex stereophonic 

sound in the Hall Theatre -at Columbia, 

Mo., owned by the Hall estate with 

Homer G. Woods as executive manager. 

Greek Actor in Tro'y' Cast 

Greek actor Alex Revides and Sir Cedric 

Hardwicke have joined the featured cast of 

Warners' "Helen of Trov." 

58 

BOXOFFICE April 10, 1954

)^ it;tsA ^^ ÂflTi^ the 

UA EXHIBITORS 




nniversary year 


^^..NNive,,^

. . Hall 

. . Sam 

ST. 

LOUIS 

M'oah Bloomer jr., formerly of Belleville. 111., 

and now of Culver City. Calif., operates 

one of the world's largest dog kennels and 

training schools. He is the owner of the 

grand champion German Shephei-d dog and 

many of the highly trained dogs that appear 

in motion pictures are graduates of his 

school. 

Jules Leventhal, partner of Charley Goldman 

in the operation of several motion picture 

houses in this area, is on vacation, accompanied 

by his brother Jack Leventhal. 

In Los Angeles, recently, they wêre entertained 

by Eddie Askins, a former St. Louis 

manager for United Artists. Later Leventhal 

planed for Las Vegas. Ariz., and then took 

a plane ride to Mexico to enjoy fishing in 

the Gulf of Lower California. They were to 

be gone for about three weeks. 

The many St. Louis area friends of Ben 

Shylen. publisher of BOXOFFICE, hoped for 

his speedy recovery following an operation in 

Menorah hospital there . Walsh, district 

manager for Warners, and Lester Bona, 

local manager, were in Springfield early last 

week calling on officials of the Frisina 

Amusement Co. 

Exhibitors seen along Filmrow: Caesar 

Berutt. Rolla. Mo.; Leon Jarodsky, Paris. 

111.: Forrest and Warren Pirtle. Jer.seyville, 

111.: B. Temborius, Breese, 111.: Harry Blount, 

Potosi. Mo.: Phil Smith. Boston, Mo., head 

of Midwest Drive-In Theatres: Herschel 

Eichhorn, Mounds, 111.: Dr. F. L. Lowe, Lebanon, 

Mo.: Keith Coleman, Mount Carmel, 

111.: Bob Johnson, Fairfield, 111.; Eddie Clark. 

MetropoUs, 111.: W. E. Horsefield, Morgan- 

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Egyptian Drive-In. Herrin. 111.: Paul Horn. 

Jer.'êyville, 111.; Pete Medley. Sikeston, Mo.: 

Harry Miller, Festus, Mo.: A. B. Magarian, 

East St. Louis, and Mrs. Regina Steinberg, 

Madison. 

J. B. Giachetto, managing director of the 

Frisina Amusement Co., Springfield, was in 

St. John's hospital there for a checkup. He 

returned to his executive duties in a few 

days ... A spectator at the Capitol Theatre 

in Litchfield, 111., with a few wisecracks 

quieted other customers one night recently 

when a small gas heater in a wall near an 

exit caused some smoke to enter the auditorium. 

Some of the spectators seemed to 

get excited, then the chap remarked: "Aw, sit 

down, it will go out." He continued to sit 

quietly in his chair. Others began to giggle 

at his quip, the excited one quieted down 

and in a short time firemen were there. 

There wasn't anything to get excited about 

in the first place. Just as the chap said. 

The Knights of Columbus has purchased 

the old Lexington Theatre building at 3406-10 

North Union Blvd., for use as a meeting hall. 

The theatre, closed since June. 1946, had been 

operated by the Shuchart-Levin-Zulauf interests. 

Revenue stamps on the deed indicated 

the sale price was around $41,000. 

The Komm estate has taken bids for the 

conversion of the former Aubert Theatre, 

4949 Easton Ave., into a supermarket to be 

leased to the St. Louis division of the National 

Foods Stores. In its day, the Aubert was 

one of the finest of the neighborhood theatres 

of St. Louis ... At Cape Girardeau, Fox 

Midwest closed a deal for the sale of the 

Orpheum on Goodhope street, a 669-seater, 

to the Rhodes Furniture Co. The theatre has 

been closed since February. 

St. Louisan Plans to Move 

Theatre Bldg. to New Area 

ST. LOUIS—Charles Goldman, owner of 

the 652-seat Carver Theatre. 1310 Franklin 

Ave., plans to move the building several 

blocks to the west just east of Jefferson 

avenue, to provide motion picture facilities 

for some 8,000 persons expected to occupy 

a multimillion dollar federal housing project 

now being constructed between 20th street 

and Franklin, and Jefferson and Cass avenues. 

Goldman is now negotiating with a 

number of building movers. 

INDIANAPOLIS 

Calesman Herman Hallberg, 20th-Fox, suf- 

. . . 

. 

fered bruises when his car was sideswiped 

on a bridge by a truck 

Ledbetter and wife of the 

Oral 

Howard Theatre 

at Monon returned from a vacation in Florida 

Oshry, manager at U-I. and 

Ray Thomas attended the opening of "The 

Glenn Miller Story" at the Kentucky Theatre 

in Loui.sville, Ky. 

Edward Spiers, Allied Artists manager, was 

vacationing in the south. 

Chicago Scores Sound 

Despite Snowstorm 

CHICAGO—Torrential rains and one of the 

season's heaviest snowstorms were held responsible 

for a slight dip in some Loop business, 

but the grosses leveled out to a sound 

average. "Night People" in its second week 

at the Oriental and "Riot in Cell Block 11" 

at the Roosevelt, also in its second week, 

topped all other business except "This Is 

Cinerama," which appears to have maintained 

its glamor despite a 35th week at Eitel's 

Palace. "The Miami Story," newcomer at 

the Chicago, where Ella Fitzgerald headlines 

the stage revue, claimed a nice percentage 

at the boxoffice. "The Bigamist" at Mc- 

"Vickers and "Yankee Pasha" at the United 

Artists, both making an initial appearance, 

opened with considerable interest. "Lili," 

back at the Ziegfeld. played to full houses. 

Catching on with amazing speed is "Genevieve," 

which did its biggest business in a 

fifth 

— 

— 

— 

— 

w'eek at the Surf. 


Carnegie The Golden Coach (iFE), 3rd wk 160 

Chicago The Miami Story (Col), plus stage revue. 190 

Esquire Roman Holidoy (Para), 2nd wk 185 

Eitel's Palace This Is Cinerama (Cinerama), 

35th wk 290 

Grand Give a Girl a Break (MGM)* Tennessee 

Chomp (MGM), 2nd wk 1 70 

Loop Rob Roy, the Highland Rogue (RKO), 

3rd wk 

_ 

215 

Mc"\/ickcrs The Bigamist (Filmokers); Bad 'for 

Each Other (Col) 185 

Monroe Act of Love (UA), 3rd wk 220 

Oriental Night People (20th-Fox), 2nd wk 255 

Roosevelt Riot in Cell Block 11 (AA), 2nd wk. . . 260 

State Lake Rose Marie (MGM), 5th wk 165 

Surt—Genevieve (U-I), 5th wk 190 

United Artists Yankee Pasha (U-1); Battle of 

Rogue River (Col) 185 

Woods Rhapsody (MGM), 3rd wk 1 90 

World Playhouse Spice of Life, 2nd wk 160 

Ziegfeld Lili (MGM), 2nd run 205 

Holdovers Are High 

In Kansas City 

KANSAS CITY—Holdovers at the Apollo 

and the Esquire and reissues at the 'Vogue 

did the best business here the past week, 

but "The Naked Jungle" at the Paramount 

was liked in its first week to the 

tune of 140 per cent. It was held through 

Saturday. "The Beggar's Opera" was disappointingly 

slow at the Kimo. The Leawood 

Drive-In experimented W'ith "The Joe Louis 

Story" on a three-day run with negative 

results. "Riders to the Stars" with "Dragon's 

Gold" followed, "Wicked Woman" with "Gun 

Belt" to come. Boxoffice response will determine 

whether the first run policy will 

continue. 

Apollo The Living Desert (RKO), 2nd wk 250 

Esquire The Moon Is Blue (UA), 4th wk 200 

Kimo The Beggar's Opera (WB) 110 

Midland Act of Love (UA) 100 

Missouri Bait (Col), Battle of Rogue River (Col). 85 

Paramount The Naked Jungle (Para) 140 

Tower, Uptown, Fairway and Granada Ride Clear 

of Diablo lU-l); Highway Dragnet (AA) 95 

Voguo The Mon in the White Suit (U-I); Tight 

Little Island (U-I), reissues 150 

At 120 "Rose Marie' Leads 

Indianapolis Grosses 

INDIANAPOLIS—Grosses at first run theatres 

were only fair, with Loew's as usual 

heading the list with "Rose Marie." 

Circle Riot in Cell Block 11 (AA); Highway 

Dragnet (AA) 110 

Indiana New Faces (20th-Fox) 80 

Keiths Along Came Jones (RKO), reissue 75 

Loew's 

Rose Morie (MGM) 120 

Lvric— Alosko Seas (Para); The Limping Mon (LP). 70 

As an upcoming Sam Katzman production 

Ray Buffum is penning "Jail Bait" for Columbia 

release. 

— 

70 BOXOFFICE : 

: April 10, 1954

)# if^wA ^

. . Republic 

. . . Bob 

. . Getting 

. . Will 

. . L. 

. . Tentative 

. . The 

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. . 

Requests 

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KANSAS CITY 

Ctanley Durwood is running another race 

with the stork, and to be on the safe side 

has rushed his wife to the hospital twice 

recently, with no results. Stan had to deliver 

his last baby himself, so is understandably 

nervous about the expected event. The E>urwoods 

have a girl and two boys . . . The 

Roxy Theatre will go first run on April 21 

when it plays the censor-harassed picture, 

"The French Line." Although available in 

both 2-D and 3-D, the Roxy is playing it in 

the standard version. Dick Durwood manages 

the Roxy. 

. 

. . Sylvia 

Jack Braunag:el, Commonwealth drive-in 

division manager, is touring western Kansas, 

Nebraska and Iowa screened 

"The Outcast" and "The Untamed Heiress" at 

Paramount on Monday (5) night . 

Bogmol. secretary to Columbia's manager 

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Tom Baldwin, has resigned and been replaced 

by Doris Parness. 

Paramount's Pep club met Wednesday

. . Maurice 

. . Cope 

the police and taken to the youth bureau. 

One will have to be taken before the juvenile 

court because of several previous complaints 

to the police. 

Col. William M. Shirley of UA was here 

beating the drums for "Beachhead," which 

opened Friday (9) at the Midland. He said 

he has been on the go for ten weeks, at 

Philadelphia, St. Louis, Indianapolis, Milwaukee, 

Minnesota, Omaha and Des Moines 

working on this and other pictures, including 

"Wicked Woman," "The Moon Is Blue," 

"Act of Love," "Beat the Devil," "Heidi" 

and "Go. Man, Go!" . Forbes' daugh- 

. . . 

ter Philippa was married Saturday at St. 

Andrews Episcopal church to Capt. Cooper 

Oilman of the marine corps. They will make 

their home in Quantico, Va. Forbes is RCA 

Service field supervisor Vern Babcock, 

National Theatre Supply salesman, ran into 

Glen Hall of Cassville at Forsyth, Mo., getting 

some fishing equipment to cast in Bull 

Shoals lake. Vern said it was too cold for 

even the coldest fish to bite, he thought. 

Harry Weiss, RKO Theatres division manager 

out of Minneapolis, visited here the 

past week with Lawrence Caplane at the 

Missouri . Druker, manager of the 

Midlaad Theatre, and wife were on a thi'eeweek 

vacation trip to Miami. Baltimore and 

New York. During Druker's absence, Russ 

Bovim, district manager, is taking over and 

assisting William Luther, Midland assistant 

manager. 

The Missouri Theatre at Hayti, Mo., was 

the victim of safecrackers on a recent Sunday 

night. The robbers made away with 

$469.30 in cash, according to John C. Mohrstadt 

who operates the theatre. The thieves 

entered through an exhaust fan opening in 

the roof, rolled the safe into a back room 

near the stage, and broke into it with a punch 

and sledgehammer. A short time before 

Mohrstadt's drive-in near Hayti was entered 

but nothing of value obtained, although ice 

cream cups were scattered around and a 

fire kindled on the concrete floor. 

Charles Teitel of A. Teitel Film Co. is in 

New York negotiating for rights for pictures 

from Times Film Corp., Fine Arts Pictures 

and Joseph Burstyn, Inc. 

John T. Kendall and Wife 

Improve Theatre, Now 40 

FARMER CITY, ILL.—Mr. and Mrs. John 

T. Kendall, owner of the Kendall's Theatre, 

recently marked the 40th anniversary of 

their purchase of their present location on 

Main street by installation of different lenses, 

high intensity lamps and a new cooling system. 

Purchasing the present building in 

1914, Mr. and Mrs. Kendall originally operated 

the theatre as the Scenic. Then a 

nickel bought an evening's entertainment 

three single reels of 15 minutes each provided 

by hand-cranked machines. In 1927 

the name was changed to Kendall's. 

Olney Drive-In Opened 

OLNEY, ILL.—The Olney Drive-In on U.S. 

50, owned by H. E. "Barney" Coen, Robert 

Hill and Clarence Young, reopened for the 

season March 27 with Ray Worthey as manager. 

British actor Maxwell Reed has been cast 

in Warners' "Helen of Troy." 

PROMOTION CONFERENCE—Francis M. Winikus (right), national advertising 

and exploitation director for United Artists, and Mori Krushen (left), UA exploitation 

manager, recently met Elmer and Harry Balaban, seated, of the H&E Balaban Theatres 

at Chicago to blueprint high-gear promotion for a heavy roster of UA dates in the 

midwest area. A series of field conferences with exhibitors and news, radio and TV 

representatives was the curtain raiser for United Artists program of stepped-up participation 

in local campaigns. 

Fox Midwest Staffers 

Fete Auditor Monty 

KANSAS CITY—It was a triple bill 

for the 

R. G. Montgomerys at the Blue Hills tavern 

on Thursday ll). They were celebrating his 

R. G. Montgomery 

who 

is 

retiring 

after 28 

years as 

assistant 

treasurer 

for the Fox 

Midwest 

Amusement 

Corp. 

wife Molly's birthday, their 38th wedding anniversary, 

and Monty's retirement from Fox 

Midwest, after 28 years as assistant treasurer. 

The entire office force along with many 

managers and former employes making 110 

well-wishers in all, attended. Handsome gifts 

expressed their affection. In addition to a 

three-piece luggage set, there was a Shaeffer 

Snorkel pen and pencil set. An unidentified 

package was recognized by Montgomery as 

the antique calculating machine which has 

been his desk companion. 

Tributes were paid the retiring auditor by 

President E. C. Rhoden, Charles E. Shafer, 

treasurer, and Senn Lawler, publicity director. 

C. C. "Irish" Murphy, Wichita city manager, 

presented Montgomery a life-size crayon 

portrait of himself by the veteran Fox theatre 

artist, A. E. Wadsworth. Fred Kluex presented 

a knife in memory of ham-bakes, and 

Darrell Presnell of Wichita gave pencils and 

erasers. 

Monty started in theatre business in 1925 

with the Miller Amusement Corp. in Wichita 

and has been with Fox Midwest since its inception 

in 1929. He came to Kansas City in 

the early 1930s. Although retiring now from 

Fox Midwest he is not retiring from business 

activity as he goes to work for Commonwealth 

Theatres in the capacity of accounting 

consultant. 

The Montgomerys live at 3632 Pennsylvania 

Ave. and have two sons. Duke, the older, lives 

at the home and Robert attends the University 

of Arizona in Tucson. 

Drive-In Foes Set Back 

INDEPENDENCE, MO.—A group calling 

itself the Committee for the Improvement of 

the Public Schools waged a campaign in the 

local school election Tuesday (6) to write in 

names to replace school board members. The 

committee objected to the board's failure to 

oppose the proposed construction of a drivein 

by the J. A. Becker interests between the 

sites of the new secondary school and a new 

elementary school on Noland road north of 

U.S. highway No. 24. Their efforts were defeated 

and school board members re-elected. 

Allyn McLerie will have a topline role in 

Warners' "Battle Cry." 

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BOXOFFICE : 

: April 10, 1954 73

: 

April 

Paramount hosted hundreds of exhibitors at all-day Pictures Pageant tradeshows 

held in exchange city theatres during the week of March 29. Screened were "Elephant 

Walk," "About Mrs. Leslie" and "Knock on Wood." The above photos were taken at 

the St. Louis tradeshow held in the Pageant Theatre there. Top panel, left to right: 

WilUam Sharpe. salesman, and Harry Haas. Paramount manager at St. Louis: Harold 

Running, Pageant Theatre manager; Warren and Forest Pirtle, Jerseyville, 111.; Wayne 

Stephenson, salesman; F. L. "Doc" Lowe, Lebanon, Mo., and Kanni Pedrucci, Frisina 

circuit, Springfield, 111. Bottom panel: Paul Horn, Jerseyville; Russell Mortenson and 

John Meinardi, Fox Midwest circuit; John Giachetto, Frisina circuit, Springfield, and 

salesman Smith again and Manager Haas. 

Reade and Levy to Attend 

Ozarks Exhibitor Outing 

KANSAS CITY—The next 

monthly meeting 

of the Kansas-Missouri Theatre Ass'n 

board will be held on Wednesday (21) at 

the Phillips hotel following a luncheon. This 

will be the last board meeting before the 

joint outing with the MPTO of St. Louis. 

Eastern Missouri and Southern Illinois at 

Arrowhead lodge. Lake Ozark, Mo., May 

18-20. 

Walter Reade jr., TOA president, and 

Herman Levy, general counsel, will attend 

the outing, which will open with a cocktail 

party and dinner at the lodge on the 18th. 

An all-day session will be held on the 19th. 

with a chartered boat for the cocktail party 

in the evening, but all meals will be at the 

lodge. On the 20th only breakfast will be 

.served and the group will disband. 

Tickets, which include everything but 

transportation, are now available. They are 

S25 each and may be obtained from the 

KMTA office secretary, Zella Faulkner, 114 

West 18th St. Earl Jameson jr. is KMTA 

chairman of the arraagements. Elmer Bills 

of the program committee. Glen Hall of the 

reception committee and Elmer Rhoden jr. 

of the entertainment committee. Rhoden will 

screen his recently produced picture, "Corn's 

a-Poppin' " there. 

Second Autoscope Airer 

Going Up at Buffalo, Mo. 

BUFFALO, MO.—Auto-scope. Inc.. is completing 

a 130-car autoscope theatre (with 

individual screens i here, the second in the 

territory. There will also be 100 seats .in 

the patio in front of a large screen. The 

Autoscope was worked out by Tom Smith of 

Urbana. Mo., and his brother Bob. engineer 

for National Theatre Supply Co. The new 

theatre is about one and a quarter miles from 

Buffalo on U.S. 65, and is scheduled to open 

around June 1. The Smith brothers now have 

a factory for manufacturing the Autoscopes, 

and this is their fii'st factory-made drive-in. 

It has been sold to Bert Crawley and Elgy 

Jackson of this commiuiity, who will operate 

it. 

Kansas City area exhibitors saw the three pictures at the Apollo Theatre there. 

Left to right, first row: E. Van Hyning, Orpheum, Atchison, Kas.; John Medlock, 

Plaza, Appleton City, Mo.; James Devlin, salesman and Harry Hamburg, Paramount 

manager at Kansas City. Second row: Charles Knickerbocker, Liberty, Columbus, 

Kas.; Woody Longan, Durwood Theatres; Eugene A. Jacobs and Jerry Haile, Paramount 

salesmen; Harry Hixon, Orpheum, Atchison, and Earl Ogan, Paramount salesman. 

Midcentral Men Confer 

PARSONS, KAS.—Midcentral theatre managers, 

at an all-day session here recently led 

by Bob Fellers, district manager, drafted an 

advertising program. Names were drawn to 

determine locations for guest managers over 

one-month periods. Tlie afternoon session 

was held in the West Theatre and dinner at 

Johnson's cafe. Wayne Horton is city manager 

of the three Midcentral houses here. 

Ralph Goddard Reopens 

Michlo at Braymer, Mo. 

BRAYMER. MO.—Ralph Goddard, who 

owns and operate.s Goddard'.s Hy-Klas grocery, 

has leased the Michlo Theatre from Gene 

C. Michael and has reopened the theatre. 

It had been clo-sed for several weeks. 

Goddard helped to operate the house back 

in silent film days for about seven years. 

Transfer to Kokomo, Ind. 

GARRETT, IND—James Partington, manager 

of the Gala here, has been transferred 

to the North Drive-In in Kokomo. 

Clifford C. Wallace Dies 

INDIANAPOLIS, IND.—Clifford C. Wallace, 

widely known figure in the film field, 

died here at his home late in March. Wallace 

opened the first distributing office for Paramount 

Pictures in Indianapolis. He was district 

manager for United Artists in Chicago, 

where he lived many years, and was owner 

of the Boone Theatre at Thorntown. Born at 

Antigo, Wis., he had lived here 15 years. 

Wide Screen at Pecatonica 

PECATONICA. ILL.—Hans Balle, owner of 

the Roxy Theatre, has installed a wide 

screen. 

Shifts of Tri-States Men 

ROCK ISLAND. ILL.—Dick Gray, manager 

of the New Illini Theatre, Moline, since May 

1953. has been named manager of the Fort 

Armstrong Theatre in Rock Island. He replaces 

Leon Dougherty, who is being transferred 

to a Hastings, Neb., theatre. Ted 

Myhre of Rock Island is the new manager 

of the New Illini in Moline. Myhre has been 

manager of the Rocket Theatre in Rock 

Island. Myhre has been with the Tri-States 

chain since April 1952, and served as as- 

.sistant manager of the Capital in Davenport 

and the Paramount in Cedar Rapid.s 

before coming here in August 1953. 

7.1 

BOXOFFICE 

: 

10, 1954

'Son of Sinbad' Barred 

By Memphis Censors 

MEMPHIS—"The Son of Sinbad" was 

banned from Memphis screens this week by 

the board of censors, Chairman Lloyd T. Binford 

announced. 

"It was a pretty good picture," said Binford, 

"but it had one of the vilest dances I 

ever saw. It was well-acted, with an interesting 

plot, and would have been approved 

if it were not for the dance. 

"The dance lasted ten minutes and it was 

more of a licentious wriggle than a dance. 

The dancer was almost naked, wearing only 

a G-strip and a flimsy sort of apron. I read 

the motion picture code on nudeness and 

I'm sure this dance sequence violates the 

code. The picture would be all right except 

for the dance, though it is not a Sunday 

School picture. It's the vilest dance I ever 

saw. It was worse than Rita Hayworth's 

dance in 'Miss Sadie Thompson.' " Memphis 

censors banned "Miss Sadie Thompson" because 

of Miss Hayworth's dance. 

The RKO picture was banned after it was 

screened at 20th-Fox screening room. 

Binford said Mrs. Walter Gray did not vote, 

but the other two women censors, Mrs. St. 

Elmo Newton sr. and Mrs. B. F. Edwards, 

voted to ban it. 

R. V. Reagin, RKO manager, said he did 

not know until he heard from the home office 

whether "Son of Sinbad" would be offered 

to West Memphis, Ai-k., theatres—just across 

the Mississippi river from Memphis—where 

most pictures banned in Memphis are shown. 

The dance might be cut out and the picture 

resubmitted to censors for Memphis showings, 

Reagin said. 

Reagin said a financial loss is taken when 

movies are shown in West Memphis, even to 

capacity crowds. 

The West Memphis revenue does not make 

up for the loss of a showing on Main street 

in Memphis, then with showings at neighborhoods 

and drive-ins, he said. The dance 

in the picture is performed by Lili Ct. Cyr. 

Avery Blakeney, attorney, the fifth member 

of the Memphis censor board, has not 

met with the board since he had a difference 

of opinion with Binford on censorship several 

months ago. He has not resigned, but 

simply does not take part in the censor board 

screenings. 

Eight Film Firms File 

Against Two Drive-Ins 

BIRMINGHAM—Fraud charges 

have been 

fOed in district court here by eight motion 

picture distributors against operators of two 

north Alabama drive-ins. The companies are 

asking the court to determine the amount 

of damages due. 

It is alleged that the drive-in operators 

made false and inaccui'ate statements of 

gross admissions from exhibition of pictures 

distributed by the plaintiffs. 

Defendants are the Wilson Drive-In, Florence, 

and the Marshall Drive-In, Albertville. 

Operators of the theatres are listed as A. W. 

Hammonds, Florence, and W. W. Hammonds 

jr., and Cullen B. Goss, both of Albertville. 

The suit was brought by Loews, UA, RKO, 

Paramount, 20th-Fox, Columbia, U-I and 

Warner Bros. 

Harry Botwick Succeeds 

George Hoover at FST 

Harry Botwick, third from left, has succeeded George C. Hoover, second from left, 

as district manager of Florida State Theatres. Botwick formerly handled concessions, 

purchases and maintenance for the circuit. Hoover resigned to give his time to his duties 

as new chief barker of Variety International and to enter his own business. At left is 

Al Weiss, Botwick's assistant. Bob Harris, right, succeeded Botwick as head of confection 

sales. 

MIAMI—Harry Botwick has been named 

southeastern district supervisor for Florida 

States Theatres, succeeding George C. 

Hoover, who has resigned to devote his full 

time to new duties as chief barker of Variety 

Clubs International and to enter business for 

himself. 

Botwick, who formerly handled concessions, 

purchasing and maintenance for the 

circuit, started with FST's parent organization, 

Paramount Theatres, 28 years ago at 

the Olympia Theatre in New Haven, Conn. 

He graduated from the Paramount manager's 

training school in 1929. 

He has operated theatres in Hartford, 

Boston, Rutland, Vt., and Portland, Me. 

From 1946 to 1952, lie was city manager for 

Paramount Theatres in Philadelphia. He 

was general sales manager of the confection 

department for FST in 1952-53, and since 

January has supervised purchasing and 

WESTERN STAR IN ATLANTA— 

maintenance. He now resides in Jacksonville, 

but he and his wife and two daughters will 

move here soon, 

"No major, nor even minor, changes are 

contemplated in the local theatre operation," 

Botwick said, adding that there was no need 

for change since Hoover had everything 

running smoothly and efficiently. 

Speaking of his resignation, which became 

immediately Hoover said: 

effective 

"I did it myself. I'm going into my own 

business with both feet, and I will also be 

traveling a great deal on Variety business. 

Under those circumstances, I didn't feel that 

I should stay on with Florida State. But 

I will still be connected with some theatres 

in Miami and southeast Florida. I don't want 

Actor Monte Hale stopped at the Republic 

exchange in Atlanta on a recent visit 

to that city to chat with Ed Brauer, 

Republic manager. 

to announce my plans on that yet—but I 

am not quitting show business." 

The business Hoover referred to is believed 

to be Mi-ame Canned Beverages, Inc., a soft 

drink canning company of which he is president. 

Announcement of the company organization 

and plans for its plant, which 

now is in operation, were made last November. 

Hoover has been in theatre business here 

since 1938. He has headed the southeastern 

district for FST since it was formed in June 

1950. Before that, he was general manager 

for Paramount Theatres in greater Miami. 

There are some 26 theatres in the FST 

southeastern district including 13 in greater 

Miami and others in Hollywood, Fort Lauderdale, 

Delray Beach, Lake Worth, West 

Palm Beach and Palm Beach. 

A member of Variety Club for 15 years, 

club three 

Hoover was president of the local 

terms, is president and chairman of the 

board of Variety Children's hospital, is state 

president of the United Cerebral Palsy Ass'n, 

a founder of the local UCP unit and a director 

of Dade county research foundation. 

In other Florida State advancements, Mark 

DuPree was named head of purchasing and 

maintenance and Harvey Garland was named 

chief booker, replacing Joe J. Deitch, who 

was shifted to new executive duties. 

BOXOFFICE 

; 

; April 

10, 1954 SE 75

I BOOKING 

: April 

Censors in Little Rock 

Halt Showings of 'Line 

LITTLE ROCK — "The French Line" ran 

into unexpected censorship trouble in its 

opening showing at the Center Theatre here 

March 28, although industry men had thought 

the picture would breeze through Arkansas 

with no difficulty. 

The film made its debut at the downtown 

Center and among the audience were 13 

members of the 24-member local film censor 

board and City Attorney O. D. Longstreth. 

After the matinee showing, the censors 

appointed on the spot a three-member committee 

to pass judgment on the film. In a 

sidewalk huddle, the committee voted to 

condemn the controversial Jane Russell 

dance scene. 

"When she (Jane Russell) came out in that 

red dress," said Mrs. Charles Craig, censor, 

"that was all right, except that maybe her 

bosoms were pushed too high. But when she 

pulled that black outfit on us—whew!" 

The censors asked Jim Carbery, manager 

for Arkansas Amusement Co., to delete the 

"objectionable" scene. He agreed, but didn't 

have time for any cutting before the second 

showing, already in progress. 

At the third showing, the audience included 

Police Chief Marvin H. Potts and the 

censoring committee of three. Midway in the 

film, Carbery stopped the show and offered 

refunds. He had changed his mind about the 

deletion, he said. Instead, he planned to 

Little Rock censor board members protest 

Jane Russell's dance scene in "The 

French Line" in session with Jim Carbery, 

manager for the Arkansas Amusement 

Co. Left to right: Gus Parsel, 

censor board president; B. L. Murphee, 

seated; Mrs. Charles Craig, Mrs. P. F. 

Davis, B. F. Armbrust, censors, and 

Carbery. 

move the film to the Pines Drive-In, a 

pebble's throw west of town. The drive-in 

couldn't offer 3-D as the Center did, he 

said, but it could promise a complete film. 

On Monday night (29), the Pines was filled 

the best source of supply for the finest in 

approved equipment 

Cinemascope 

stereophonic sound 

wide screen 

in fact 

everything for the theatre except film 

wil-icin theatre supply, inc. 

I OPENED THE FIRST MOTION PICTURE 

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P. Box 6447 Phoni 88-9812 

JACKSONVILLE, FLORIDA 

SPECIAL TRAILERS 

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to capacity and turned patrons away for its 

two showings of the film. 

Simultaneously, Eddie Holland, manager 

of the Rialto in neighboring North Little 

Rock, announced he w-ould book "The French 

Line" to play there in about a month—untouched 

by censor's shears. 

Before the local controversy, the picture 

had enjoyed a smooth run throughout the 

state. It was showing at Pine Bluff, about 

40 miles to the south, at the time of its 

Center opening. And it got a warm and lucrative 

welcome at West Memphis after a wellpublicized 

ouster from Memphis, Tenn.. just 

across the river. 

Locally, the picture had drawn only the 

LLgion of Decency denunciation. Following 

the pattern set by that body and clergymen 

in other cities, Bishop Albert Fletcher 

of the Little Rock diocese warned Catholics 

to refrain from attending the picture. But 

the action attracted no press notice and the 

Arkansas Amusement Co. went ahead with 

its plans to show the film despite the threat 

of a Catholic boycott of all its nine theatres 

in and near the city. 

O. W. McCutchen Stricken; 

Blytheville Showman 

MEMPHIS—O. W. McCutchen, well-known 

theatre owner in the mid-south, died Sunday 

(4» at Battle Creek sanitarium, Battle 

Creek, Mich. He was 64. 

McCutchen moved to Blytheville, Ark., 29 

years ago when he and I. W. Rogers bought 

the Old Home Theatre. He owned the Campbell 

Theatre in Campbell, Mo., before he 

moved to Blytheville. Later he sold the 

Campbell, but purchased theatres at Charleston 

and Sikeston, Mo., which he continued 

to own. 

After moving to Blytheville and forming 

the business with Rogers, his firm acquired 

five theatres in Blytheville—the Ritz, Roxy 

and Gem, downtown houses, and the Starvue 

and Cotton Boll drive-ins. 

McCutchen was well known in Memphis 

where he visited almost every week on buying 

and booking trips. He was active in the 

Independent Theatre Owners of America 

both in Arkansas and Missouri. He leaves 

his wife, two daughters and two sisters. 

Funeral services were held at Blytheville. 

'Rose Marie' Still Tops 

In 2nd Memphis Week 

MEMPHIS— All Memphis first runs did 

average or better. This was an improvement 

over previous weeks. Loew's State, with the 

second week of "Rose Marie" led the parade 

with twice normal business. 


Maico—The Siege at Red River (20th-Fox) 110 

Palace— Creature From the Black Lagoon tU-l)..100 

State— Rose Morie iMGM), 2nd wk 200 

Strand—Roman Holiday (Pore); Shane (Para); 

2nd runs 110 

Warner— Riot in Cell Block 1 1 (UA) I 00 

Alabama Receipts Down 

13.4 Per Cent in Dec. 

BIRMINGHAM—A 13.4 per cent tumble 

from November was taken by Alabama theatre 

boxoffice receipts last December, according 

to the University of Alabama bureau of 

business research. 

The survey is based upon sales tax collections. 

It also showed that the December 

receipts were down 10.3 per cent in comparison 

with those of December 1952. 

76 BOXOFFICE 

: 

10, 1954

the pe^sonne 

^ 

1^ wish to 

thank the 

UA EXHIBITORS 




to make this, 


the greatest 


UNITED ARTISTS

: April 

Calm Burglar Holds Up 

Loew's State, Memphis 

MEMPHIS—A lone gunman, wearing a 

Texas cowboy hat and carrying a briefcase, 

walked calmly into Loew's State on Main 

street here before opening time, went downstairs 

to the office of Manager Arthur Groom 

and knocked on the door. Before Ethel 

Martin, 20, secretary, could open the door, 

he walked in. 

He held a gun in his hand. 

"This is a holdup," he said. 

Groom, who was discussing 

an advertising 

campaign with salesman Robert Armistead, 

representing the Memphis newspapers, 

thought he was kidding. 

"Go on, I don't have time for jokes." said 

Groom. 

"I don't think he is joking," said Miss 

Martin. 

The burglar assured the trio calmly he 

was not joking. He ordered them to turn 

their faces to the wall and put their hands 

behind them. He brought a roll of adhesive 

tape from his briefcase, then he taped each 

person's hands behind him. 

He started to put the tape over their 

mouths. Groom protested: "We might 

smother." 

So he put it over their eyes instead. 

He took $33 in cash and a $300 cashier's 

check from Armistead. Groom said he had 

only $2 in his pocket and the man told him 

to keep it. 

"He came with intention of robbing the 

safe, but the safe is upstairs in the other 

office," Groom said. 

Groom freed himself and helped fiee the 

others. He grabbed the telephone, but the 

robber had made it useless by removing the 

metal magnet in the earpiece. Groom rushed 

upstairs and called police from the other 

office. 

J. F. Cunningham, doorman, was seated 

in the main lobby when the gunman left. 

"He tipped his hat at me and said good 

morning," said Cunningham. "He walked 

calmly out into the street." 

The man escaped. 

The Loew's State holdup recalled the 1942 

stickup of the Warner Theatre on Main street 

here. Three gunmen forced their way into 

the manager's office, bound the manager, 

two women employes and several ushers and 

escaped with $2,394. 

Howard Waugh, then zone manager, was 

telling reporters about it when a detective 

became vexed and asked Waugh if he was 

trying to get a lot of publicity. 

"For two grand I want a helluva lot of 

publicity," he responded. 

St. Petersburg Council 

Okays E. S. Kuiken Airer 

ST. PETERSBURG—The Edward S. Kuiken 

drive-in, the city's most publicized and 

so far nonexistent theatre, got a green construction 

light from the city council when 

plot plans were approved. Kuiken has been 

before the council at least four times in an 

attempt to get construction approval, but 

stout opposition from residents blocked his 

efforts. 

Jf 

Construction of the theatre between 31st. 

and 34th Streets south and 39th Avenue 

south can now begin. 

BOXOFFICE 

: 

10, 1954

. . . Carl 

. . . Startling 

. . The 

. . Columbia 

. . The 

. . Larry 

JACKSONVILLE 

rjanny Deaver, manager of the Normandy 

Twin Outdoor, is planning an elaborate 

week-long program to herald the fifth anniversary 

of the drive-in. Set for the week of 

April 25, major and minor prizes will be 

awarded each night to patrons through tieins 

Deaver arranged with a group of merchants 

. . . Installation ceremonies at an 

early date were being planned by members 

of this city's new Variety Tent 44. Quarters 

for the club will be secured at the Roosevelt 

hotel and an appropriate charity will be 

selected for the club to support. 

Hal Stanton had the interior of the Edgewood 

Theatre renovated and added brilliant 

new lighting effects to the marquee prior to 

the opening of Cinemascope there. The large 

attendance at "The Robe," playing at regular 

prices, more than repaid his efforts, and 

re-established the Edgewood as the city's 

main second run, suburban house. 

Hard-working Charley Holcomb set a new 

record-high weekly candy and popcorn sales 

mark at the Capitol . eight Oscars 

for "From Here to Eternity" paid off for 

Sheldon Mandell at the St. Johns when he 

booked it for the first time at regular prices 

Carter at the Ribault Drive-In 

greeted the return of spring weather by 

presenting an all-night Saturday show, using 

four main horror features and three color 

cartoons . personal appearance of 

Beverly Garland. Columbia star, focused local 

attention on the Palace, where George Krevo 

is manager, during the prerelease opening 

of "The Miami Story." 

R. Cameron Price, RKO manager, planned 

an April 16-JuIy 8 drive competition between 

his salesmen and bookers during the national 

RKO-Pathe drive. Prizes will be awarded to 

those who secm-e the best bookings for "Below 

the Sahara" and "Louisiana Territory," 

as well as for a group of short subjects . . . 

Jack Weiner, MGM publicist, went to Atlanta 

for a few days to help with the personal appearances 

of Nina Foch . . . Fred Hull, MGM 

manager, went to Cocoa for the deep-sea 

fishing. He was joined by Johnny Tomlinson, 

Warner salesman. 

Carl Floyd, head of Floyd Theatres, Haines 

City, was here for a visit . . . Shirley Evans 

replaced Betty Brantley as a contract clerk 

at Columbia . Producer Sam 

Katzman and stars Barry Sullivan and 

Luther Adler were touring Florida to help 

with the openings of "The Miami Story" 

and deserved prominence was 

given by Edith Smith, newspaper ad writer, 

to the advertising of Paramount's newsreel 

devoted entirely to coverage of the H-bomb 

explosion in the Pacific. The newsreel ran 

first run at the Florida with "It Should 

Happen to You." 

The Paramount office reported that the 

second runs of "Roman Holiday" and "Stalag 

17," coming behind the awarding of Oscars 

to Audrey Hepburn and WiUiam Holden, resulted 

in better patronage for these pictures 

than they had had in first run locations . . . 

Exhibitors calling at exchanges included 

Harry Dale, Lake Butler: Martin Cai-lstein jr., 

Tampa: Leon Task, Miami: Bill Lee, Keystone 

Heights, and Jimmy Biddle. Jasper . . . George 

Painter, Fort Meade, and Lee Sherwood, 

Chattahoochee, 

on business. 

were other exhibitors here 

Walter McCurdy, confections executive with 

Paramount offices in New York, completed 

a tlii'ee-month field trip spent with workers 

and executives of Florida State Theatres 

and returned to New York by air. 

Gratis Tickets Given 

OPELIKA, ALA.—Any adult who purchased 

a ticket during the spring reopening 

of the Auburn-Opelika Drive-In April 7-8 

was given a ticket which will be honored 

at any other show during the remainder of 

April. 

Buy Airer in Hinton, W.Va. 

HINTON. W. VA.—The Greenbrier 

Drive- 

In on Route 12 near here has been purchased 

by A. L. Canterbury and his son-inlaw Barney 

Moye. Hinton restaurant owner. The 

airer was opened in March 1951 by C. B. 

Garten, McGhee Garten and Damon Williams 

and has been operated continuously 

since that time. The 200-car theatre has 

opened for the season. The new owners plan 

to make several improvements, including 

adding concession service. 

Buys Out Partner in Hamlet 

HAMLET, N. C—Tlie Hamlet Theatre, 

which has been owned jointly by D. B. Ellis 

and Mr. and Mi's. B. B. Anderson, all of South 

Cai'olina, has changed ownership with the 

sale by the Andersons of their interest to Ellis, 

who in tiu-n has leased the theatre to J. W. 

McMillan. The Hamlet is managed by Eddie 

Bristow, who has recently installed CS equipment. 

Manages in Morgan City 

MORGAN CITy, LA.—The St. Mary Drive- 

In is now managed by Walt Christianson, 

who was manager of the Center Theatre in 

Franklin. 

To Remodel Huntsville Elks 

HUNTSVILLE, ALA.—The Elks Theatre 

here is closed for extensive remodeling. 

NEW ORLEANS 

pjebra Paget and Jeffrey Hunter were in 

New Orleans for personal appearances at 

the Panorama with "The Siege at Red River." 

They obliged New Orleans autograph hunters 

by the hundreds. After a whirlwind trip 

through the city, they wound up the evening 

at Gentilich's on Filmrow. Another personality 

made a two-day stopoff in the Crescent 

city, as June Allyson, en route to Port Worth, 

made New Orleans a must on her trip. 

George Giroux, field representative for 

Technicolor Motion Picture Corp., was a 

recent visitor on Filmrow . Dufour, 

former Lippert salesman, has been appointed 

manager of the Tudor and Globe theatres on 

Canal street. 

Bill Holliday, manager at Paramount, reported 

that more than 500 persons were in 

attendance at Paramount's Picture Pageant 

April 1 at the suburban Imperial . . . The 

Carver. Negro house, is going into its tenth 

week with "The Robe." "The French Line" 

is in its fourth week at the Tudor. 

William Lee Leases 

High Springs Drive-In 

HIGH SPRINGS, FLA.—The High Springs 

Drive-In has been reopened under the management 

of William Lee of Keystone Heights. 

Lee leased the theatre from Mrs. Carlos 

Gutschlag of Martin, Fla., for 18 months, 

with an option to renew the lease or buy. 

The property was owned originally by a partnership 

of Bratt Yongue, Carlos Gutschlag, 

Virgil and Hubert Alberson. 

Lee is a 43-year veteran of show business. 

He has owned and operated a drive-in in 

Keystone Heights for the last seven years 

and has had another one in Tampa for the 

last 

two years. 

. . . good, rock-bottom 

value — the kind that 

puts dollars in your 

pocket while it puts superior, 

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For we are specialists in 

seating rehabilitation 

repair of parts, upholstering 

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replacement of worn 

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MANUFACTUR- 

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DISTRIBUTORS 

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seating suppllo. 

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BOXOFFICE : 

: April 10, 1954 79

. . The 

MEMPHIS 

ILTalco staged some happy events to celebrate 

the opening of "It Should Happen 

to You." Each day for a week ahead of the 

opening, police traffic officers stopped a 

motorist they observed driving carefully and 

courteously. Instead of a ticket the motorist 

was handed a SIO bill. The man who hands 

out sample bits of peanuts on Main street 

handed a big bag to a customer every now 

and then. Certain purchasers at Goldsmith's 

would make a purchase and would be told: 

"No charge. It's on the house." The first 20 

women, blond and 5 feet 7 inches tall, to arrive 

at Malco the day the picture opened 

were admitted free. W. Watson Davis, Malco 

manager, thought it was a good idea to stage 

^v«gs" 

New 

Orleans 

MONARCHni 

Theatre Supply. Inc, 

Neil 

Blount 

492 So. Second St. 

Memphis, Tenn. 

SNO-CONE, HAMBURGER and HOT 

DOG MACHINES, POPCORN MACHINES 

and WARMERS. BUTTER DISPENSERS 

and SUPPLIES. 

Send for Circular and Price 

ATLANTA POPCORN SUPPLY 

146 Wolton St. Atlonto, Go. 

COCOYL 

Golden Coconut Oil Seasoning 

ROY SMITH CO. 

Tom po 

Jacksonville 

CAROLINA BOOKING SERVICE 

135 Brevord Court, Charlotte, N. C. 

FRANK lOWRY — JOHN WOOD 

HAZEL RESNIK 

"Everything for 3-D, Wide Screen 

and Stereophonic Sound" 

THE QUEEN FEATURE SERVICE, INC. 

i5'12'/2 Morris Ave. Phone 3-8665 

BIRMINGHAM 3, ALABAMA 

these little happy "it should happen to 

yous." Junior Chamber of Commerce took 

part in the events. 

Lyie Richmond, Richmond. Senath, was a 

Memphis visitor . . . John Carter, Whitehaven 

Drive-In, Grenada; Theron Lyle, Ritz. 

Oxford, and Leon Rountree. Holly, Holly 

Springs, were among visiting Mississippi exhibitors 

. . Orris Collins, Capitol and Majestic, 

. 

Paragould: K. H. Kinney. Hays, 

Hughes: J. W. Parham, Parham, Forrest 

City; Moses Sliman. Lux. Luxora: William 

Elias, Murr. Osceola: Don Landers, Radio, 

Harrisburg; Mrs. W. E. Malin and her daughter 

Margie. Lura, Augusta, were in town from 

Arkansas. 

From Tennessee came N. B. Fair, Fair, 

Somerville: Nathan Flexer, Mi-De-Ga, Waverly; 

W. F. Ruffin jr.. Ruffin Amusements 

Co., Covington; G. H. Goff, Rustic. Par.sons: 

Van Duncan. Lindy, Linden, and Mrs. H. A. 

Fitch, Erin, Erin. 

Howard Nicholson, manager. Paramount, 

entertained a capacity group of mid-south 

exhibitors at Paramounfs Pictures Pageant 

at the Ritz Theatre and Parkview hotel. The 

party opened with screening of "Elephant 

Walk," at a morning show at Ritz. Then a 

luncheon was served at the Parkview. That 

afternoon "About Mrs. Leslie" and "Knock 

on Wood" were shown at Ritz. 

M. A. Lightman sr., president of Malco 

Theatres, has started construction on a 

$300,000 shopping center at White Station, a 

Memphis suburban, which includes store 

Mrs. Elizabeth 

space and office buildings . . . 

DeGuire will close the Shannon at Portageville. 

Mo., April 18 for complete renovating 

and remodeling. Installation of Simplex 

stereophonic sound and Cinemascope screen 

equipment is part of the improvement. The 

Shannon will reopen April 30 with "The 

Robe." 

The Princess, Booneville, Mi.ss., has purchased 

Cinemascope equipment from National 

Theatre Supply and will open April 18 

with its first CinemaScope picture . . . The 

Rialto, El Dorado, Ark., has installed Cinemascope 

equipment and is now showing "The 

Robe" with other CinemaScope productions 

scheduled to follow. 

Clayton Tunstill, United Theatres Corp., 

owner, announced the opening of Ark-Air 

Drive-In at Clarksville, Ark., and Hope Drivein, 

Hope, Ark., April 18. Other drive-in openings 

announced: Cardinal, Mayfield, Ky., 

April 1; 45 Drive-In. Mayfield. Ky., April 2; 

Lake, Waverly, Tenn., March 28: and 65 

Drive-In, Pine Bluff. Ark., April 11. 

Mrs. M. R. Steger and Mrs. Jack Watson, 

Palace, Tunica: Mr. and Mrs. Roy Prigmore. 

Superba, Charleston: John Carter, Whitehaven 

Drive-In, Grenada: R. B. Cox, Eureka, 

Batesville: Howard Langford, Folly, Marks: 

R. S. Oiborne, Crescent, Belzoni, and Fcnley 

Moss, Ackerman, Ackerman, were iu town 

from Mississippi. 

A. D. Fielder and his son-in-law. Clarence 

McCullum, Steele, Steele, and Lyle Richmond, 

Richmond, Senath, were among the visiting 

exhibitor.s from Missouri . . . Whyte Bedford, 

Marion, Hamilton, Ala., was in town. 

. 

A cocktail party was held March 26 at 

Hotel Gayoso for visiting Hollywood guests 

Debra Paget, Jeffrey Hunter and Leonard 

Goldstein. T. W. Young, 20th-Fox manager, 

was host lollipop and sodapop sets 

were out in force for Plaza Theatre's Easter 

party and fashion show. The show was free 

and was presented by Lowenstein's East department 

Carl Christian, owner, 

store . . . has reopened his Cozy Theatre at Tuckerman. 

Ark. 

Food Store Chain Buys 

Chattanooga Fox Bldg. 

CHATTANOOGA, TENN.—Red Food Stores 

has purchased the Fox Theatre building and 

site in nearby Red Bank for $30,000. 

The theatre, which adjoins the Red Food 

supermarket, was owned by Dr. R. H. Bradley 

and W. W. Fincher jr., who also own three 

drive-ins here. 

Dr. Bradley said that Fox Theatres, Inc., 

would continue to lease the building. It was 

understood, however, that the theatre property 

may be used for possible future expansion 

of the grocery unit. 

$12 and Unsigned Note 

Are Mailed to Theatre 

PARIS, ARK.— Harry Williams, manager of 

the Logan Theatre here received a letter recently 

postmarked Paris and containing $12 

and the following unsigned note: "I cheated 

the theatre out of this money by paying 

half-fare too long." 

Closes Three Days 

CLANTON, ALA.—Charles Wade has announced 

the closing of the Old Wadesonian 

Theatre on Monday, Tuesday and Wednesday 

of each week until further notice. The 

temporary arrangement calls for a full week's 

schedule at the New Wadesonian Theatre. 

J. P. Hodges to Manage 

HARTSELLE, ALA.—J. P. Hodges jr. of 

Hartselle is new manager of the Ranch Drive- 

In here for Hubert Mitchell. Hodges formerly 

managed the old Pearl Vaughn Theatre 

here for the late Dr. W. M. Booth. 

Get-Acquainted Nights Held 

NASHVILLE—Each Tuesday and Wednesday 

during March were designated as Get- 

Acquainted nights at the Bel-Air Drive-In 

on Charlotte road. Adults were admitted for 

12 cents. 

HIW KIUASU — INCLISM SrOKIN - 

NOT RllSSUUt 

ASTOR PICTURES COMPiv 

NAtWOOO i JACKWN ^ ITJ 

oRU«.a o«E^ 

OAUAJ 1, tiXAl 

MEMPHIS. A;n\-)H PICTURES 

I PjaVRK 

(i(J BOXOFTICE ; 

: April 10. 1954

. . . The 

. . Thornton 

. . "The 

Georgia and Alabama 

Assn's Okay Program 

ATLANTA—A tentative program for the 

May 9-11 convention at the Biltmore here 

has been approved by the Motion Picture 

Theatre Owners and Operators of Georgia 

and the Alabama Theatres Ass'n. Among industry 

leaders who will attend are Walter 

Reade jr.. Theatre Owners of America president: 

Herman M. Levy, TOA general counsel: 

E. D. Martin, TOA vice-president, and 

Jack Braunagel, co-chairman of the TOA 

drive-in committee. 

J. H. Thompson, president of MPTOOG, 

and R. M. Kennedy, president of ATA, will 

head the business sessions. May 9 will be 

devoted to registration. The joint convention 

will begin May 10, with equipment discussions 

led by C. L. Patrick of Georgia and 

Harry Curl of Alabama. The annual governor's 

luncheon w-ill follow, with addresses 

by Gov. Herman Talmadge of Georgia and 

Mayor William B. Hartsfield of Atlanta. 

J. H. Thompson will be master of ceremonies. 

Problems of conventional theatres will be 

discussed after the luncheon, with John 

Stembler of Georgia and W. N. Wolfson of 

Alabama as co-chairmen. Drive-in discussions 

will follow the next morning. Cochairmen 

will be Ray Edmundson of Georgia 

and Jimmy Gaylord of Alabama. Reade will 

speak at the luncheon. 

The afternoon session will be closed for discussions 

on product, led by A. B. Padgett; 

industry-wide affairs by E. D. Martin and 

Mack Jackson, with Nat Williams as chairman, 

and addresses by Reade and Levy. Late 

in the afternoon each association will elect 

officers and the annual presidents banquet 

will 

follow. 

The convention committee has arranged to 

contact every exhibitor in the southeast by 

setting up a contest for film salesmen to 

obtain registrations for the gathering. 

Paul Wilson and Gordon Bradley of 20th- 

Fox and Paramount are in charge of the 

contest. Prizes will be awarded to the salesmen 

sending in the largest number of advance 

registrations as follows: First, $50: 

second $25, and one free registration ($15 

value). 

CS Slated for Largo 

LARGO, FLA.—Officials of the Floyd 

Theatre chain are planning installation of 

Cinemascope. Ryt H. Suez is manager of 

the Largo, where the improvements will be 

made. 

Cold Kills Animals, But 

Zoo Plans Continued 

LOUISVILLE, ALA.—Frank Pierce, operator 

of the drive-in here, is not an 

easUy discouraged man. 

Pierce several weeks ago announced 

plans for a zoo, the first of its kind in 

the southeast, but cold weather set in 

and killed off many of the animals, including 

three monkeys and five alligators. 

Pierce is not giving up. He has already 

placed orders for more and has stocked 

his goldfish pool. 

ATLANTA 

. . . 

'M H. Ford of the Ford Theatre in Lavonia, 

was in town buying and booking . . . Emile 

Savini of Astor was on a fishing trip in 

Howard Wallace returned from 

Florida . . . 

a trip to Jacksonville and southern Georgia 

The Fox Drive-In at Fort Lauderdale, 

which opened recently, was closed April 3. 

Mr. and Mrs. Robert Dockery, Tenth Street 

Theatre in West Point, were at the Wallace 

Arthm- Greenblatt, Realart- 

exchange . . . 

Lippert sales manager from New York, was 

Dan Coursey, 20th- 

at the local office . . . 

Fox manager, conferred with Crescent 

Amusement Co., in Nashville ... J. P. Frews, 

Universal district manager, was back from 

Miami . Cox returned to RKO 

as office manager. 

. . . 

Nina Foch was here last weekend to promote 

"Executive Suite," in which she stars. 

The film will play at Loew's Grand 

George Roscoe, Columbia manager was back 

from Birmingham . . . Frank Lowry is the 

new Tennessee salesman for Columbia . . 

. 

Lillian Bond was married to Boyd Florence 

. . . Ml'. Roebuck and Jack Riggs, were in 

from Florida for sales meeting at United 

Artists . . . Leo Adler, auditor, left for Dallas. 

. . . R. E. 

Ed Brauer, Republic manager, was in Tennessee 

with his new salesman, Byron Adair. 

Joe Dumas, office manager, returned to his 

desk after short illness. Audrey Evans has 

replaced Gene Lane in the office 

Ziebell. Sw'an Theatre, Norcross, Ga: William 

Green, Glen, Decatur: Otis Hudgins, 

Starlite Drive-In, Thomaston, and Al Bondi 

were on the Row. 

The Variety Club held its spring party the 

night of March 27. There was free cocktails 

and dinner. Bingo was played after which 

there was dancing to the music of Ward 

Duval's four-piece orchestra. Mi\ and Mrs. 

Stan Raymond were present and expecting 

a new addition to the family in August. 

Florida State Theatres, Jacksonville, has 

appointed Harvey Garland film buyer and 

head of the booking department. 

John W. Mangham of Lippert here, attended 

the Lippert convention held in Chicago 

$250,000 studio for Avalon Pictures 

under construction in Winter Park, Fla., was 

expected to be opened April 15. 

Jack Barrett, Allied Artists Florida salesman, 

and wife attended the funeral of his 

father in Cartersville, Ga. . Glenn 

Miller Story" was in its third week at the 

Fox and still going strong. "Rose Marie" was 

held for a second week at Loew's Grand. 

J. B. Dumestre jr. of Southeastern Theatre 

Equipment Co., Atlanta, was elected in Dallas 

March 25 as international dough guy for 

the Variety Clubs at the 18th annual international 

convention. George Hoover of Miami 

was named international chief barker to succeed 

Jack Bernstein of Philadelphia. 

Jimmie Bello, Astor salesman, is on twoweek 

business trip to Nashville and other 

Tennessee towns. 

The Women of 

the Motion Picture Industry 

met March 31 at a luncheon in the Atlanta 

Athletic club, with a large turnout of 

members. The local unit has lost one member 

in Margaret Russell of Wil-Kin Theatre 

Supply, who has transferred to Charlotte . 

The WOMPI's Membership Booster party is 

well under way, with each member in possession 

of a "Booster Bag," containing a 

dime, which the member may keep upon 

enlistment of one new WOMPI member. At 

present, there are 104 members in the local 

organization. 

flL 

flLIH 

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For over five yeors now, tfais plan has proved both 

successful and profitable to exhibitors operating 

regular and drive-in theatres in the South. Wa 

have operated in competition to most so-called 

business stimulant plans to the delight of our 

occounts. You can verify this by direct communication 

with our customers, os we will glodly 

furnish their names. They are well-known and 

highly reputoble exhibitors. If you do not know 

them, you will have heard of them. 

Remember that this plan is legal in oil states and 

approved by the Postoffice Department for advertising. 

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BOXOFFICE : 

; April 10, 1954 81

: 

April 

MIAMI 

"•Phe Miami Story," which world-premiered 

here, is described by Milt Sosin, reporter 

who has covered the major crime series 

locally, as "80 minutes of action-packed 

gangster film that is good entertainment." 

It is not the Miami story, however, says this 

expert. Part of it is the Miami Beach story 

and much of it never happened anywhere 

except in Chicago in the wide-open Capone 

days, Sosin says. 

. . . Mr. 

Oscar-winner William Holden and actor 

Richard CarLson are headed for these waters 

on a yachting trip with their wives 

and Mrs. Mitchell Wolfson entertained with 

a formal dinner party for trustee members 

of the Symphony club, of which Mrs. Wolfson 

is president . . . Exploitation in the form 

of registered letters containing 100 shares 

of stock in a mythical company is being received 

here In advance of "Executive Suite," 

soon to play local theatres. 

The head waiter at 

the Miami Beach hotel 

As a screen game, 

HOLLYWOOD takes top 

honors. As a box-office attraction, 

it is without equaL It has 

been a favorite with theatre goers for 

over 15 years. Write today for complete details. 

Be sure to give seating or ear capacity. 

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219 So Church St 

CHARLOTTE, N. C. 

where the women's committee of Variety had 

the recent spring fashion show, came to 

Mrs. Murray Friedman, treasurer, after the 

^liow and handed her a sack of money. The 

waiters contributed all their tips. 

Al Weiss and Jim Barnett are getting 

ready tor the big annual birthday party of 

the Olympia, due in a week. The theatre will 

have 28 candles on its cake ... As a postscript 

to the world premiere of "Lucky Me" at 

Florida State first runs, it is said that the 

event was one of the best premieres this 

locality has ever seen. The stars were informal 

and friendly and genuinely entertaining. 

Phil Silvers, Nancy Walker and Robert 

Cummings appeared. 

The program for the Committee of 1,000 

open house at Variety Children's hospital 

was announced by Daniel J. Mahoney and 

Jack Bell, co-chairmen. Dr. Leo Scheels, 

surgeon general with the U.S. Health Service, 

flew here from Washington to participate 

in the event. Open house is one phase 

of a three-way program, others being dedication 

of the new nurses unit and further 

development of the committee's efforts to 

raise $100,000 for hospital expenses. Dr. Robert 

Spicer, dean of the University of Miami's 

medical school, was in charge of the Sunday 

program and introduced speakers. George T. 

Baker, president of National aii'lines and 

the man who financed the nurses unit, was 

one of the key speakers. Also assisting was 

George Hoover, chairman of the hospital 

board and new international chief barker. 

Nancy Kelly, just seen in the world premiere 

of "Lucky Me," has been booked for 

Maj. Albert 

an April club date here . . . 

Warner was complimented on the way he 

handled the "meet the stars" get-together 

he staged as part of the campaign on "Lucky 

Me." The affair was entirely informal. Guests 

were impressed by the technical knowledge 

of film business displayed by Mrs. Robert 

Cummings. 

Tom Rayfield, manager of Wometco's 

Carib, is a devout Easter egg hunter, according 

to columnist Jack Bell. To him, Easter 

without eggs to be hunted just isn't Easter. 

For years he had been working up a haphazard 

egg hunt, with indifferent results. 

Finally, Rayfield decided to have an honestto-hen 

Easter egg roll this year. So he called 

in the Beach Jaycees to ask for cooperation. 

He got it to the extent of 800 eggs and concessions 

on the golf driving range near the 

theatre. On Saturday they'll have the children 

rounded up for the hunt. 

. . Barry 

Robert Cummings and his wife, Nancy 

Walker and Phil Silvers were in town for 

the world premiere of "Lucky Me" . 

Sullivan. Luther Adler and Beverley Garland 

were due here for the world premiere 

of "The Miami Story." 

The Lazy Eight Vista-Vision cameras are 

turning in Florida as Director Anthony Mann 

and Producer Sam Briskin start work on 

"Strategic Air Command," starring James 

Stewart. The crew plans to be in Tampa for 

about ten days shooting scenes at MacDill 

Field where B-47 bombers are quartered, and 

in St. Petersburg where the St. Louis Gashouse 

Gang bombers are spring training. 

The latter are to appear in the film. 

I— 

^w 

'JlinKuinl 

PkHrH 

'mmiM^ 

NEW AND OLD PARAMOUNT 

HOMES — At top the former Atlanta 

home of Paramount Pictures is shown 

as it is being torn down to make way for 

a new expressway. At bottom, the new 

home of Paramount in .Atlanta located 

at Techwood drive and Cain street. 

$20,000 Permit to Theatre 

ASHEVILLE. N.C.—The Imperial, a Wilby- 

Kinsey theatre, has been granted a city permit 

to make renovations costing approximately 

$20,000. Frank Labar jr. is the manager 

and Grayson Smith is assistant. 

Ernie Reid Transferred 

BOWLING GREEN. FLA.—Ernie Reid has 

been transferred from manager of the Starlight 

Drive-In to the Boulevard Drive-In 

in Deland. He has been replaced by Al Fourmet. 

Both theatres are in the Floyd circuit. 

Sells Airer Interest 

TAMPA—Sam T. Wilson has sold an interest 

in the Dale Mabry Drive-In property to 

Esther Ferris Floyd of Haines City and P. J. 

Sones of Tampa. Sale price was $50,000. 

New Operators at Airer 

GENEVA, ALA.—Reba and Fox Howell are 

new operators of the Top Drive-In here. All 

new equipment has been installed. 

Installation in Wynne, Ark. 

WYNNE. ARK.— Louis Haven of the Imperial 

Theatre has installed a wide screen, 

and new projection equipment will be put in 

later. The interior has been redecorated. 

'Eternity' in Sixth Week 

BIRMINGHAM—"From Here to Eternity" 

went into a sixth week at the Empire Tlieatre 

here, according to Manager Joe Lackey. 

Installs at Kings Mountain 

KINGS MOUNTAIN, N.C.— S. E. Tutor, 

manager of Joy Theatre, has installed a new 

screen for Cinemascope projection. 

Jennings, La., Firm Dissolved 

JENNINGS. LA.— Pelican Drive-In Theatre, 

Inc., has been granted dissolution of its 

charter of incorporation. 

3? BOXOFFICE 

: 

10, 1954

Trench Line' Hits 300 

In Week at Dallas 

DALLAS—"The French Line" was the boxoffice 

champion of the week with a fat 300 

rating. Otliers fell below average. 


Coronet—Mefbo (UA) 80 

Majestic—Beachhead (UA) 75 

Melbo—The French Line (RKO) 300 

Palace—Beat the Devil (UA) 75 

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Airer Slereosound 

DALLAS—Texas exhibitor leaders were 

high in their praise of the Ezell three-unit 

stereosound speaker for drive-in theatres, 

after attending the first public demonstration 

of the system here Friday (26). More 

than 500 attended the Cinemascope debut 

at a Texas drive-in. 

Comments of Texas theatremen included: 

Edward H. Rowley, president, Rowley 

United Theatres: "I sat in every position in 

my automobile and listened to the stereophonic 

sound critically, with windows open 

and with them closed. The effect of the sound 

from the tri-speaker unit gave a dynamic 

realism to the viewing of the picture." 

Phil Isley, president, Isley Theatres, and 

president, Allied Theatre Owners of Texas: 

"I have been completely sold and have already 

placed my order for speakers with Al 

Reynolds of Ezell & Associates. These speakers 

will do wonders for our boxoffice." 

Sam Landrum, vice-president and general 

manager, Jefferson and East Texas circuits, 

Beaumont: "The ease of handling the threeway 

speaker and hanging it from the mirror 

in the front of the car will be easy for oiu' 

patrons to get used to. Besides being lighter 

than the old type speakers the clarity of tone 

and volume are greatly improved." 

H. J. Griffith, president. Frontier and Theatre 

Enterprise circuits: "I feel this new fiber 

glass screen and stereophonic sound system 

will bring a whole new audience into driveins, 

once they find out how much more enjoyment 

there is to it than under the former 

2-D productions." 

Raymond Willie, general manager. Interstate 

and Texas Consolidated Theatre circuit: 

"I have never heard anything comparable 

to this in any drive-in of any type and 

that includes special acoustically designed 

speakers with sound guards. This will do 

more for drive-ins than anything that's ever 

been done before." 

Exhibitor Geo. Franklin 

Dies in Storm at Denton 

DENTON, TEX.—George Franklin, 52, 

owner and operator of the Colonial Drive-In 

on Highway 377 south of Denton, was fatally 

injured during a storm late in March. A 

small tornado cut a ten-mile swath, tearing 

up farm buildings and blowing over the south 

wall of the theatre, crushing him. He had 

been trying to brace the wall, which had 

been damaged a month earlier by wind. 

Mrs. Franklin, when she couldn't find her 

husband, stood at the side of the highway 

and flagged down officers of the sheriff's 

department who happened to be passing the 

drive-in. She told them that she couldn't 

find her husband and was afraid he was 

pinned under some of the timber that had 

blown down. When the officers lifted the 

fallen section of the wall they found Franklin 

underneath, dead. 

A native of Chicago, P:-anklin had been 

a resident of Argyle for eight years and in 

the theatre business for the past five years. 

He was a navy veteran of World War II. 

Survivors others than his wife include one 

daughter, Mrs. Leon Parton of Dallas. 

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BOXOFFICE 

: 

: April 10, 1954 sw 83

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Morals Charge Filed 

In Showing of 'Line' 

BEAUMONT—The showing of the Jane 

Russell film, "The French Line," here and 

in Port Arthur has led to the filing of two 

charges of unlawfully exhibiting "an obscene, 

indecent and immoral picture" against S. L. 

Oakley, vice-president and general manager 

of the Jefferson Amusement Co. here. 

Complaints were signed by two officials of 

the WCTU. Oaliley was released under bonds 

of SI,000 on each count shortly after being 

booked into the Jefferson county jail. He 

was not placed in jail. 

The criminal charges were filed under a 

seldom-used 1910 Texas statute which carries 

a penalty on conviction ranging from a 

fine of $100 to $1,000, a jail term of from 

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ten to 60 days or both. Each day's violation 

constitutes a separate offense. 

One complaint was signed by Mrs. Gertrude 

Carruth of Beaumont, second district WCTU 

president, and alleges a violation at the Jefferson 

Theatre here Monday (29i. The other 

complaint was signed by Mrs. J. F. Klutz 

of Port Arthur, district chairman of the 

WCTU Christian citizenship and social 

morality committee, and alleges a violation 

at the Sabine Theatre in Port Arthur on 

March 19. 

Julius Gordon, president of the amusement 

company here, said his firm would file civil 

actions against Mrs. Carruth and Mrs. Klutz 

alleging Oakley was arrested falsely. 

SAH ANTONIO 

. . Eph 

. 

T ee Aronstein, former manager of the Palace 

Theatre, which will soon be dismantled 

for a downtown parking lot, is winding up 

his 21 years as a theatre manager . 

Charninsky, head of Southern Theatre Co. 

here, took in the Variety International convention 

in Dallas State Theatre 

may soon go on a three-day basis . . Morris 

. 

Rosenblum returned from Midland and 

Odessa. 

"The King of Kings," Astor's tried and 

true story of the Bible, will play during 

Holy week at many central and south Texas 

theatres. 

This writer returned from an eight-day 

stay in Houston. While there we met Jack 

Jackson, Cindy Ann Faulkner, Jack Karmi, 

Frank Perri, W. T. Spears, Eddie Bremer, 

Ginger Peters and others connected with the 

theatrical trade . Wolf is doing 

a dandy job as the newly appointed house 

manager of the Municipal auditorium theatre. 

Visitors at Clasa-Mohme: Eddie Reyna, 

booker for Frels cu-cuit, and Adolph Garza, 

Venus Theatre, and Gilbert Andrade, Azteca 

Drive-In, all of Victoria; Ray Jennings, 

owner of the Park and Raye theatres in 

Hondo; brothers Humberto and Horace Gonzalez, 

who run the America Theatre, Bishop, 

and Donald Tindle, whose father Charles 

Tindle bought the Tower Theatre, Luling, 

about a year ago. 

Enid, Okla., Esquire Cuts 

Its Admission Prices 

ENID, OKLA.—With the removal of excise 

taxes on tickets up to 50 cents, the E.squire 

Theatre here has reduced its night prices 

from 60 to 50 cents. Prices at the first run 

Chief and the second run Cherokee remain 

unchanged, as do those at the two Videoowned 

drive-ins. The ozoners charge 50-cent 

admissions. 

Paul Shipley, city manager for Video, said 

that admission prices were not being cut at 

this house because the prices were never 

raised to accommodate the ticket tax. 

£

We wish to 

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UA EXHIBITORS 




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UNITED ARTISTS

Many Theatres Revise 

Base Price to 50 Cents 

OKLAHOMA CITY—Following enactment 

of the excise tax cut, many Oklahoma exhibitors 

held the line on admission prices, 

but many others adjusted the gross admission 

down to 50 cents base. 

As a result of the tax relief, there is expected 

to be an upswing in theatre remodeling, 

painting, seat repairing and other improvements. 

Many exhibitors didn't lower 

prices because they need the relief to stay 

in business and out of bankruptcy. 

Glen Thompson sr., who operates a large 

state circuit, said many theatres operating 

under the 50-cent breaking point not changing. 

The Thompson circuit will not lower 

prices. He said he understood that some exhibitors 

with above 50-cent gross prices are 

dropping them to 50 cents base. 

The main situations in Oklahoma City are 

liolding the line. These include the Cooper 

Foundation houses, the Stanley Warner situations, 

the Center and State. 

Morris Loewenstein, Theatre Owners of 

Oklahoma president, sent out a bulletin urging 

exhibitors to let their individual "economic 

conditions" decide their price move. 

Video Theatres, situated in about 40 Oklahoma 

towns, announced prices will drop to 

50 cents or under. Admission has stood at 

60 cents in some Video houses. Others which 

have been charging 50 cents plan to drop to 

45 cents. Admission for children will go 

from 20 to 15 cents in the city and Tulsa 

and 10 cents in other Oklahoma Video theatres. 

Henry S. Griffing, Video president, 

looked for other small owners to follow the 

lead. 

TOO and Allied of Oklahoma are not taking 

any stand on prices, leaving price decisions 

up to the exhibitors. 

Griffing said he believed reduction in ticket 

prices would attract more people to the 

movies. 

Albert Long Buys Oak 

HARTSHORNE, OKLA.—Albert Long has 

purchased the Oak Theatre from Howard 

Collier and Collier has taken over the Geary, 

Okla., theatre. He plans to move to Geary 

from Kiowa as soon as school closes. Long, 

who had been in the grocery business here 

for years, last June sold the Kash and Carry 

grocery to Albert Messina. 

Charged With Murder 

CUERO, TEX.— According to the Cuero 

Record, Jarrell B. Rhea, 37, former manager 

of the Rialto here, now a Lubbock theatre 

executive, is charged with murder with 

malice in connection with the fatal shooting 

in Lubbock early in March of George Ater, 50. 

According to the Record, Rhea told officers 

he shot Ater to protect his family. 

Temporary Closing in Maud 

MAUD. OKLA.—Frank Nordean, owner of 

the Arcadia, has closed his theatre and will 

take a few w-eeks' rest on his farm near 

Ada. While the theatre is closed, a larger 

fcreen will be installed and other improvements 

made. The reopening date is indefinite. 

06 BOXOFFICE 

: 

: April 10. 1954

WISCONSIN no DISCUSSION 

CENTERS ON CINEMASCOPE 

Convention in Milwaukee 

Renames S. J. Goldberg 

As President 

By BILL NICHOL 

MILWAUKEE—Ben Marcus Wednesday 

(7> appeared before his own state exhibitor 

group the first time since his election to the 

presidency of National Allied, and received 

a rousing ovation from the homefolks. S. J. 

Goldberg, president of the Wisconsin Allied 

Theatre Owners Ass'n in convention here 

this week, introduced Marcus, a former Wisconsin 

ATO head, with all the appropriate 

glowing words of praise, which were roundly 

applauded by the audience. 

SID 

GOLDBERG RE-ELECTED 

Goldberg was re-elected president at the 

final business session Wednesday. Others 

elected: A. I>rovinzano, vice-president; E. 

Johnson, secretary, and 

Oliver Trampe, treasurer. 

Directors named 

were Marcus, director 

at large; E. Goderski, 

Milwaukee; Floyd Albert, 

Mount Horeb; W. 

Charboneau, Lancaster; 

Martin Holzman. 

Whitehall; Vic Wilson, 

Waupun; Harry Melcher, 

Milwaukee; Russ 

Leddy, Green Bay; 

S. J. Goldberg 

John Adier, Wausau. 

and Fred Minor, Chetek. 

Wis., plus the above officers. 

"Cinemascope is all right; in fact, I like 

it," Marcus, an Oshkosh exhibitor, told his 

home-staters. "It's the price and terms that 

I oppose. 

"True, it took a lot of guts and a lot of 

money to go ahead with Cinemascope and 

stereophonic sound, but the policies they 

(20th-Foxi have laid down just aren't workable." 

Marcus recalled that National Allied officials 

were given to understand by 20th -Fox 

officials at the meeting in Boston that a 

trial run would be given of Cinemascope 

with and without stereosound. 

STILL WAITING 

"We're still waiting for that trial exhibition," 

he said. 

The National Allied president cited figures 

which he said proved that it is physically 

impossible to amortize a CinemaScope-stereo- 

" 

sound installation during the present threeto-five 

year agreement required by 20th-Fox. 

He contended further the cost is out of line 

since "in a couple of years along may come 

something else which might outmode your 

present equipment." 

"During the war," Marcus continued, "those 

big studios would have gone out of business, 

had it not been for us exhibitors. They 

need us, and of course we need them, but I 

say that now is the time for them to consider 

us! 

"Shortages are giving us plenty of diffi- 

Exhibits at the Wisconsin ITO Convention 

MILWAUKEE—Exhibits appearing at the 

Wisconsin Allied convention: 

MERCHANDISING CORP.—M. G. Weinstein, 

purchasing agent. 

SUPURMATIC VENDORS, INC.—Ken Wolf, 

general manager. 

SUPURDISPLAY—Gene Kilburg, general 

manager and Miss Pat Gardiner, promotion 

manager, 

VIC MANHARDT—Vic Manhardt. 

VENDEX, INC.—Louis Smaniotti, Adolph 

Olivi, Harry Levin, and wife. 

HOLLYWOOD SERVEMASTER—Rube Melcher, 

manager; Charles Shepard, salesman. 

PICTO-AD—Harley Cohen, president; Herbert 

Cohan, vice-president; Marvin Cohen, 

secretary; William L. McClelland, 

salesman. 

MANLEY, INC.—A. T. Rowe, division sales 

manager; F. E. Malia, Wisconsin-Minnesota 

representative. 

ORANGE CRUSH—Charles J. Ivanyi, district 

manager; Pat Miller, territorial manculties. 

In buying film, we maintain that the 

exhibitor wants to be fair, but by the same 

token, we insist that the distributor also 

follow a sane approach in the sales of pictures, 

and not to try and extract an unfair 

return. By the very nature of this business, 

we are controlled by a few major studios, 

and quite obviously, they are entitled to a 

fair return. But then, think of the 18,000 

exhibitors with their heavy investments! 

"It is quite possible that in the very near 

future you may be asked to purchase stock 

in one of the producing companies. Then, as 

stockholders, we can go in and show the 

producing companies the error of their ways." 

First on the Wednesday agenda was a 

single track 3-D demonstration by Pola-Lite, 

at the Strand Theatre, just across the street 

from the convention headquarters in the 

Schroeder hotel. A luncheon followed for 

both the men and women: the stag, hosted 

by Merchandising Corp. and Supurmatic 

Vendors, Inc.. and for the ladies, one sponsored 

by the Ti-ampe boys of Film Service. 

President Goldberg led off for the afternoon, 

by paying tribute to Arnold Brumm 

and Angelo Provinzano, co-chaii'men for the 

convention, and Harold Pearson, executive 

secretary. 

Provinzano, in a short talk, pointed out 

that the tax relief had come just in time. 

"It's a lifesaver for us," he said. 

Goldberg added that exhibitors should be 

on guard, however, for the state might step 

in to tangle things up. He pointed out. too, 

that the fight against daylight saving must 

be repeated. He emphasized that every exhibitor 

should be able to secure Cinemascope 

and stereosound "without having to be ordered 

to operate the way they want us to." 

Following Marcus' talk, a panel was seager. 

(Note: Orange Crush tied in with 

Manley's for convenience). 

COCA COLA—W. A. Norris, district sales 

R. W. Stout, regional sales man- 

manager; 

ager; D. L. Warke, E. L. Pother, Stanley 

D. Kleven, E. C. Shaughnessy, salesmen. 

MAGNASYNC—Hugo Vogel, 

Theatre Equipment 

and Supply. 

Among the hosts for luncheons, dinners 

and cocktail parties: 

Wednesday noon: stag luncheon. Courtesy 

Merchandising Corp., and Supurmatic Vendors, 

Inc. 

Wednesday evening: cocktail party. Thea- 

Candy Co. 

tres 

Thursday noon: luncheon. Variety Club, 

Harry Melcher, Ben Marcus and Howard 

Gleason, as co-hosts. 

Thursday evening: President's cocktail 

party, courtesy of John Kemptgen, manager 

for MGM. 

The big First-Nighter get-together party 

was hosted by Jerry Ball of Sport Sampler. 

lected to answer questions submitted from 

the lloor, consisting of Hugo Vogel, Al Suddeth 

and Goldberg, although as might be 

expected, Marcus from time to time appeared 

on both sides. The first question which generated 

some plain and fancy answers was, 

"Why can't we get some action on these excessive 

film rentals?" Yet, no answer was 

forthcoming which offered any satisfactory 

conclusions. 

"Why can't we amortize our equipment 

faster," was another stickler which provoked 

a good deal of choice remarks in the general 

direction of the producer and distributor. 

No one came up with a solution, except for 

the response from one member: "Why? Just 

because those big-wigs sit up there in their 

ivory towers and tell us what to do!" 

NO COMMENT ON CLOSING IDEA 

Another felt that it would help the cause 

if enough members had nerve to close up for 

a while to "teach 'em a lesson!" No comment. 

"Why aren't all houses putting in Cinema- 

Scope and stereophonic sound?" The response 

on this question really flared up. One 

member from the floor opined that he was 

"not going to be satisfied with the big shots 

getting 70 per cent of the gross!" 

Another piped up with the thought that 

such pictures as "The Long. Long Trailer," 

"From Here to Eternity" and a few others 

didn't need the devices to draw a favorable 

boxoffice response. 

"Yes," spoke up another member. "You get 

one good Cinemascope picture like 'The 

Robe,' but then, when do we get another? 

When do we get the next one?" 

A prominent booker-buyer took the floor 

to point out that about 70,000,000 people 

(Continued on following page) 

BOXOFFICE : 

: April 10, 1954 NC 87

ITO Session Cenfers on CinemaScope 

(Continued from preceding page) 

are not attending the theatres. "That's our 

problem!" A chorus of "Yeaaahs!" was followed 

by. "Maybe we need another Hayes." 

Cinemascope and stereosound installation 

and equipment costs came in for another 

round of blasts. One said he was able to get 

the job done for close to $15,000. Another 

said that figure was out of the question for 

his house. "It co.st me $9,000, and I'm in a 

town of 1,200." Marcus claimed it would run 

about $7,500, which he again asserted was 

far too much. 

During the heat of the discussion, some one 

got up to take issue with the thought which 

seemed to permeate the atmosphere, that 

Cinemascope was being "kicked around." 

Which brought Marcus to his feet again. He 

said: "Let me repeat once more! I have 

nothing against CinemaScope. I like it, in 

fact. It's just their policies we don't like." 

USES LATE TICKET BOOKS 

Tuesday's session got off to a whacking 

start, with Bob Karatz of the Janesville. 

Stevens Point and Green Bay drive-ins explaining 

some of his experience. "We went wild 

and bought a flock of jeeps, only to discover 

that they soon became a burden to us," he 

said. "So we finally sold them. We now depend 

upon the farmers for a little helping 

hand. 

"Weeds," he explained, "you have to get 

at promptly, or they'll get the best of you. 

Faulty speakers we have leai'ned to overcome 

by having the ushers check them and 

report to us, which enables us to take care 

of them each day in advance of the next 

performance. 

"Late ticket sales, which we've possibly 

been losing out on. we find can be solved 

by issuing what we call 'Late Ticket Books.' 

I have investigated this medium and found 

they've been very successful out in the western 

part of the country. We are going to 

try them too. A customer merely rips out 

a ticket as they approach the boxoffice, 

hands it to the usher, and that's all there 

is to it. We don't have to keep the boxoffice 

so long either. It's worth a try anyway." 

FOR INTERMISSION LIMIT 

Karatz said he felt more than a 12-minute 

break was more or less detrimental. He said 

a survey of speakers led him to believe that 

one was just about as good as another. For 

additional income, he mentioned the recording 

which he said is rapidly becoming popular. 

The company sells the local merchants on 

advertising in this manner, and it seems to be 

meeting with a good deal of success profitwi.se. 

Incidently, he added, it hasn't affected 

the screen advertising. 

Following Karatz' talk, a short panel 

discussion brought out several interesting 

angles: 

Q. What about ratios? 

A. Many on the west coast are on 2-1, u.seing 

the same screen. 

Q. Do we have to build a new tower? 

A. No. Just add on to the tower. 

Q. What do you recommend for about a 

400-car drive-in? 

A. About a 40-footer. 

Marcus: "I think I should warn you fellows. 

Some years ago. we went wild in making 

a number of changes. Since then, we 

have found that they weren't necessary. If 

you have a 50-loot screen now I wouldn't 

rush into making any changes. Wait awhile!" 

President Goldberg, who acted as moderator, 

declared daylight saving time is a decided 

menace, and the farmers are definitely 

against it. He advocated everyone getting 

to work in safeguarding the drive-in 

industry, by making certain that daylight 

saving does not become a reality. 

"We've got to keep it out!" he warned. 

S. J. Papas, of the Kenosha Keno Family, 

Racine Westgate, Walworth Drive-In and 

Towne Theatre of this city, gave an inspiring 

discourse on vending. 

"What are you paying for popcorn?" he 

asked, m order to get things started. He 

received re.sponses up to $17 per bag. Briefly, 

he proceeded to chalk up on the blackboard 

figures showing he has paid from $8 to $11 

a bag. the gist of his contentions being that 

the $11 bag brought him a saving of $16. 

based on the popping out angle. The $8 bag 

popped out 32-1. while the $11 bag gave a 

36-1 ratio, thus, $151 minus $135 earned his 

company a $16 saving. He then asked how 

niany present knew what their food costs 

should be. No one commented. Papas (at 

the blackboard! said: "This is what our food 

will cost us this year. No fooling, we know 

from our records: food 30%; labor 12''^; supplies 

8%. 

"Now then, here's what we do. Johnny 

Smith, here is a form, just follow what it 

calls for, It is simple. You receive a pound 

of butter, and we expect 25 dimes: there are 

so many hot dogs to the pound; we expect 

so many dimes on our syrup. All these yields 

are here for you. 

"This is the manner in which we can control 

our operations. First and foremost, of 

course, is the theatre operation. But I rather 

think that vending runs a close second. Our 

sales objectives per person follow: 

Drinks $ .09 Our Cost 24'-i 

Popcorn 07 22 

Ice Cream 05 42 

Sandwiches 05 38 

Candy 02 

Misc 02 

$ .30 per person 

"Figure it out, with this sort of control, 

who gets the other 50 per cent or so?" 

Question: "How do you handle your candy 

business?" 

Papas: "We play the percentages, and we 

do all right." 

"Another thing. We have a form which 

tells our girls, who can really put on the 

charm, just what to say, in order to increase 

business. For example, a customer asks for 

popcorn. The girl is taught to ask "Butter?" 

or if its a coke, she'll say, "Large?" It works!"" 

When someone in the audience questioned 

the ability to come up with the profits Papas 

claimed. Papas said: "Come out and visit us. 

You'll see!" 

Goldberg in applauding Papas' discussion, 

said. "That was a mighty fine talk, the only 

difficulty is that we are all trying to get the 

same results, without much success." 

Elmer Brennan, district manager at Green 

Bay for Standard Theatres, came up with his 

usual explosion after being "given" a degree 

of profe.ssorship by Goldberg in token of the 

forthcoming showman.ship .school which 

Brennan wa-s to "head."" 

•We"ve got to get out and work."" he urged. 

"Look at the gasoline companies and the 

toothpaste concerns. They've decided to give 

the people some additives. Maybe that's 

what we have to give 'em in our advertising. 

Get more pep in your ads! Enthusiasm!" 

He then referred to the PTA shows he had 

worked on (told in BOXOFFICE). This he 

said, was a real profit maker and worth 

while checking into. 

Marcus, the National Allied president, 

talked on ""What It Takes, and What Are 

Your Chances With a Drive-In in a Small 

Town."" He said that the size of a town, the 

number of theatres and the economic situation 

all had a bearing on the possibilities. 

The land he said would run about $2,500; 

grading about $3,000; surfacing in the neighborhood 

of $4,000-05,000; and the concession 

building about $9,000 including the projection 

booth and lavatories; paint, $1,000; 

signs, $1,000; fixtures and equipment about 

$10,000, with the grand total approximating 

about $50,000. 

Papas then arose to question the possibility 

of erecting a drive-in for this figure. 

Marcus responded that he was of the opinion 

that this figure was a bit high, but in view 

of Papas' thoughts on the matter, apparently 

he had done rather well. 

"In fact,"" said Ben, "I guess I should 

feel sort of proud. But in the event that any 

of you poople doubt these figures, bearing 

in mind that we go according to a set blueprint, 

why just drop in at the office. Take 

a 

look at our records." 

Plymouth, Wis., Majestic 

Closes After 36 Years 

PLYMOUTH, WIS.—After 36 years of operation, 

the Majestic Theatre closed for 

good March 28. The house was opened in 

1918 and was owned for several years by 

Jack Anton, who purchased it from Mrs. 

Parmenter. In 1927, M. L. Oilman bought it 

and the Princess Theatre. Oilman sold the 

majestic in 1933 to Fred Brown, who in 1935 

opened the Plymouth Theatre across the 

street from the Majestic. In 1946. Eric Brown 

took over the Majestic and the Plymouth. 

The closing of the Majestic is attributed to 

the admission tax and the coming of TV to 

this area. 

O'Neill, Neb., Royal Sets 

'Robe' to Open April 28 

O'NEILL, NEB.—Georgia Rasley will open 

"The Robe" April 28 with CinemaScope and 

stereophonic sound at her newly-equipped 

Royal. 

O'Neill is the first town in its section to 

have Cinemascope. Rod Bailey is planning to 

open with it early in May and Walt Bradley 

at Neligh is installing. 

Mrs. Rasley has been preparing for CinemaScope 

for some time. She installed a new 

wide screen and high intensity arcs some 

months ago. Western Theatre Supply furnished 

and installed the equipment. 

Redecorate at Wapello 

WAPELLO. IOWA—The Wapello Theatre 

has been redecorated and has reopened under 

the management of Mi's. Mary Potter. 

Airer in Kearney Reopens 

KEARNEY. NEB.—The drive-in in East 

Kearney has been reopened by Clinton Smeslad. 

who also manages the World. 

=J8 

BOXOFFICE 

: 

: April 10, 1954

.he pe^sonne\ 

^^^ 


UA EXHIBITORS 




to 

make this, 


UNITED ARTISTS

Minnesota Exhibitors 

Will Keep Tax Savings 

MINNEAPOLIS — Twin Cities exhibitors 

and those out of town, as far as can be 

learned, are retaining the savings gained 

from the admission tax reduction. Only one 

local theatre will pass the 10 per cent tax 

reduction along to the public, the Century, 

which will open with "Cinerama" April 19. 

That house has an all-reserved seats policy. 

It had announced before the tax development 

a $2.80 top scale for nights. This was 

changed to $2.65. 

Some exhibitors here are fearful that distributors 

will try to take advantage of the 

situation and raise film rentals, depriving 

the theatre owners of the fruits of victory 

in which they claim to have played such an 

important part. At a special North Central 

Allied meeting called immediately after the 

President signed the tax bill the members 

indicated that if distributors try to "upset 

the applecart" by raising film rentals now, 

they'll resist to the utmost and carry their 

case to the public. 

"Maybe we're unduly afraid about the distributors 

raising the film rentals so that we 

won't be any better off, and perhaps we're 

setting up a strawman," said NCA President 

Bennie Berger. "But our fears are based on 

distributors' past conduct. 

"We are confident we can convince the 

public that it's necessary for us to retain the 

tax savings instead of passing this on to our 

patrons. We will point out to the public 

that the tax action will make it unnecessary 

for a boost in admission prices." 

Berger estimated that 80 per cent of the 

theatres in this area have an admission of 

50 cents or lower, and will be substantially 

benefited if they don't lower their scales. 

He also pointed out that theatres with ad- 

p- 

FILMACK 

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missions above 50 cents will benefit considerably 

not only from the tax reduction to 

10 per cent, but also from the pocketing of 

the taxes that were assessed on the low 

children and teenagers' admissions. 

"It's a godsend for many of this territory's 

exhibitors," declared Berger. He predicted a 

sharp drop in theatre shutterings in this area. 

Harry B. French, Minnesota Amusement 

Co. president, said that while he had hoped 

for the entire elmination of the tax, "a half 

loaf is better than none." He contemplates 

no lowering of basic admissions in the 

amount of the tax in any of his circuit's 

hou.ses because operating cost increases have 

run far ahead of admi-ssion price boosts— 

of which latter there have been few during 

the past several years. 

"Even with the included tax, we've tried 

to keep admission prices low, and the additional 

revenue resulting from the retention 

by us will help to cover the rising operating 

costs," French said. "In a number of situations 

we hope this additional revenue will 

keep the theatres in the black and in others 

give us fairer return on our investments." 

Similar sentiments were voiced by Harry 

H. Wetss, RKO Theatres district manager 

here. 

J. R. Hoff Installs CS 

In Omaha Airport Airer 

OMAHA—The Airport Drive-In is believed 

Cinema- 

to be the first in this area to install 

Scope. First offering is scheduled for April 

14. J. Robert Hoff recently purchased the 

big layout in East Omaha which was started 

last year after a reclamation and beautification 

program got under way at an old dump 

site. Bill Barker announced his Co-Op Booking 

Service will have charge of booking. 

He also has added the Royal at Ainsworth, 

owned by Rod Bailey, which will open with 

Cinemascope early in May. 

Merchants Take Over 

ALCESTER, S.D—Merchants here are operating 

the town's only theatre as a civic 

enterprise under a six-month option to purchase 

the equipment if the venture is sufficiently 

successful. Lack of patronage had 

forced the theatre's closing. 

SÎJ^^f 

OMAHA—While Nebraska exhibitors were 

exulting over the admissions tax victory. Gov, 

Robert Crosby called for a special session of 

the Nebraska legislature to consider tax and 

revenue reforms. Possibility of a sales and /or 

state income tax is looming. 

The action of the governor was in no way 

connected with the action of the federal government's 

cut in admissions tax. 

The special session call was the culmination 

of a long period of wrestling with the 

state's financial problems, touched off by a 

state supreme court decision that all property 

must be assessed at 50 per cent of actual 

valuation. 

That led to extreme increases in some 

counties, where personal and real estate property 

had been valued as low as 25 per cent of 

actual value. Governor Crosby started an 

"Operation Honesty" campaign for honest 

declaration of personal property. 

Next, he announced plans to start a petition 

campaign to ask for a referendum on 

state tax reforms. In case a sales tax and/or 

income tax are voted, his petition would 

remove the property tax. 

Should a sales tax result, theatremen again 

would be affected. Most theatres in this area 

are holding pretty close to their previous 

admission schedules following the federal 

lift. Several downtown theatres dropped evening 

prices from 76 to 75 cents. The 3,000- 

seat Orpheum, a Tri-States circuit theatre, 

went from 65 and 85 cents to 60 and 80 cents. 

Neighborhood theatres generally are the 

same, 20 and 50. Very little unfavorable 

patron comment was reported. 

Remodel the Towne in Fargo 

FARGO, N. D.—The Towne Theatre, managed 

by Gordon Aamoth, has been remodeled 

and redecorated at a cost of approximately 

$11,000. The interior of the theatre has been 

altered and the former "castle" effects on 

the walls have been removed and replaced 

by acoustical wallboard. A new, larger screen 

has been installed, new lighting put in and 

300 new seats placed in the front balcony. 

To Open in Castlewood, S.D. 

CASTLEWOOD, S. D.—At a recent meeting 

with the Castlewood Commercial Club 

Hem-y Mulder asked their support of his plans 

to open a theatre here. Castlewood has been 

without a film house for several months and 

the club agreed to support and promote 

the theatre. 

. fxcLusLy&Ly 

,„,|i|||| 

CS Showing at Jamestown, N.D. 

JAMESTOWN, N. D.—Palmer Johnson, 

manager of the Grand here, has installed 

equipment for CS showing, including a giant 

Raytone, seamless screen and stereophonic 

sound equipment. "Rose Marie" was the first 

showing. 

Purchase in Humboldt, Neb. 

HUMBOLDT, NEB.—Mr. and Mrs. Fred 

Schuler, owners and operators of the Humboldt 

Theatre, have purchased the Plaza 

from Mr. and Mrs. Dorwin Frank and L. M. 

Billings. 

\ônnaU«tem^^Can6c*t^ CARBONS, Inc. boonton, n. j. 

90 

BOXOFFICE 

: 

: April 10, 1954

. . Don 

. . Cinerama 

RESEARCH BUREAU 

for 

MODERN THEATRE PLANNERS 

ENROLLMENT FORM FOR FREE INFORMATION 

The MODERN THEATRE 

PLANNING INSTrrUTE 

.825 Van Brunt Blvd. 

Kansas City 24, Mo. 

Gentlemen: 

4-10-54 

Please enioll us in your RESEARCH BUREAU 

to receive information regularly, as released, on 

the following subjects for Theatre Planning: 

n Acoustics 

n Air Conditioning 

n Architectural 

Service 

n "Black" Lighting 

n Building Material 

D Carpets 

n Coin Machines 

Complete Remodeling 

Decorating 

Drink Dispensers 

Drive-In Equipment 

Other 

Subjects 

n Lighting Fixtures 

n Plumbing Fixtures 

n Projectors 

n Projection Lamps 

Seating 

n Signs and Marquees 

n Sound Equipment 

n Television 

n Theatre Fronts 

Vending Equipment 

MINNEAPOLIS 

(l^harUon Heston was due in town next week 

. . . 

to plug Paramount's "Naked Jungle," 

set tentatively for tlie Gopfier here April 28 

Stan Kane, North Central Allied executive 

counsel, was a delegate to the state Farmer- 

Labor Democratic party convention. His boss, 

Bennie Berger, is a red-hot Republican, but 

that doesn't keep the two men from being 

close friends. 

. . . 

The State Theatre here presented a free 

matinee for youngsters Wednesday morning 

(7) in appreciation of what they did for the 

recent United Cerebral Palsy telethon from 

the showhouse. Charlie Winchell of the Minnesota 

Amusement Co., who was chairman 

for tlie telethon, arranged to bring in Ed 

Kemmer, Lyra Osborn and Bela Kovics, members 

of the television Space Patrol show 

from New York for the occasion. He had 

promi.sed them for the telethon, but they 

were unable to make It at that time 

Don Walker, Warner exploiteer was in 

from 

Kansas City to tubthump for "Lucky Me" 

set for the Minneapolis and St. Paul RKO 

Orpheums April 21. Incidentally. Warners 

here called off its tradeshowing of that picture, 

scheduled for April 12, when a production 

trailer in connection with it couldn't 

he sent here. However, "Dial M for Murder" 

will be screened at the Uptown Theatre at 

10:30 a.ni. April 26. 

When Columbia Manager Hy Chapman was 

unable to set "From Here to Eternity" for a 

repeat St. Paul downtown first run after its 

. . . Speaking 

Oscar grabs, he placed it in three neighborliood 

houses there, the Mound, Dale and 

Hamline, day and date, for a full week and 

it's doing a walloping business 

of grosses, Abbott Swartz, UA manager, also 

believes he has reason tor exultation. His 

"Beachhead" at the St. Paul Paramount last 

weekend did a bigger business than "The 

African Queen" and "High Noon" for similar 

periods, and that's really going some. "Beachhead" 

opened at the State here Thursday (8). 

Orchids to Lyceum Manager Lowell Kaplan, 

who also is the Bennie Berger circuit 

buyer-booker. He put over a tremendous 

campaign for "Porgy and Bess," the first big 

stage show to play the house since Berger 

acquired it, and the splendid attraction pulled 

a huge gross for its ten-day engagement. 

this morning," and then announces its matinee 

at 2 p. m. 

Four neighborhood houses liere are in the 

earliest 28-day slot playing "The Glenn Miller 

Story" day and date at advanced admissions 

of 85 cents immediately following the end 

of its Loop six-week first run. Picture was 

doing enough business when it bowed out of 

downtown to remain longer, but because it 

had moved over to another theatre after its 

initial Radio City fortnight it became available 

for tlie subsequent runs according to 

clearance rules measuring availability from 

the time a picture ends its engagement at the 

first Loop house played. 

. . . 

. . . 

Morrie Steinman, long a film salesman and 

now in the plumbing supply business, received 

congratulations at the Northwest Variety Club 

session on the engagement of his daughter 

Betty Jane. A son is in the army at Ft. 

Leonard Wood The Star Theatre in 

suburban Hopkins is being turned into a 

dramatic stock house . will open 

at the Century here April 19 with a huge 

advance sale, with mail orders from towns 

as far distant as 400 and more miles 

Lennie Fields, general manager for the producers 

of "Porgy and Bess," and here with 

tlie attraction, is a brother of circuit owner 

Harold Field. Latter just returned from a 

Florida vacation, called back by his motherin-law's 

death. 

Delavan Airer Reopens 

DELAVAN, WIS.—The Lakes Drive-In between 

Delavan and Lake Geneva has opened 

for the season. Manager Bob Hagen admitted 

all cars and their occupants free on opening 

night. A new 1954 Chevrolet Corvette was 

shown through the courtesy of Colvin's 

bakery of Janesville. 

The title of the 20th-Fox film, "The Kid 

From Outer Space," has been changed to 

"The Rocket Man." 

1 

Theatre 

Seating 

Address 

City 

State 

Capacity. 

. . . Art 

. 

Commenting on the fine business enjoyed 

by "Phantom of the Rue Morgue" at his Orpheum. 

Manager Bill Whelan commented: 

"It just goes to show that 3-D is far from 

dead. All you need is the right type of picture 

for it and that's what 'Morgue' is" 

Anderson, Warner district manager, was in 

New York . . . M. A. Levy, 20th-Fox division 

manager, returned from a Caribbean vacation 

cruise with his wife Alexander, 

Minnesota Amusement Co. assistant advertising 

manager, engineered a huge campaign 

for "F>rince Valiant," current Radio City 

offering. An archery giveaway contest on 

television attracted much attention. 

Suburban Oxford has boosted its admission 

Signed. 

Postage-paid reply cards for your furtfier convenience 

in obtaining information ore provided in MODERN 

The 

THEATRE Section, published with the first issue of 

each month. 

from 25 to 35 cents with an earlier run . . . 

"Knights of the Round Table" was at six 

local neighborhood houses day and date 

Neighborhood theatres are splurging on increased 

newspaper advertising space as business 

The neighborhood Parkway 

improves . . . carries in its Sunday newspaper ads 

the line, "Attend the church of your choice

— 

— 

— 

— — 

Theatre Grosses Hii 

By Big Fight Telecast 

MINNEAPOLIS—The telecast of the Olson- 

Gavilan championship fight Friday (2) hurt 

local boxoffices badly. 

On what ordinarily is one of the week's 

best nights, grosses took a nosedive downtown 

and were off as much as 50 per cent 

in the neighborhoods, w'ith the exhibitors 

unanimously blaming the fight telecast. 

It was another example of the now recognized 

fact that telecasts of important events 

do more damage to theatre patronage than 

any other video programs or other competition, 

say local exhibitor leaders. One of the 

reasons for this, assert industry leaders here. 

is because the fair sex in greatly increasing 

numbers are becoming red hot fight fans. 

The three-a-week video presentation of 

topnotch bouts by the TV stations here have 

converted an amazing number of women into 

devotees of the manly art of self-defense, 

points out circuit owner Martin Lebedoff. 

At his own theatre business was off 50 per 

cent more and he checked with a number of 

other neighborhood exhibitors and found that 

they had suffered similarly, says Lebedoff. 

It was the same story downtown, although 

not to as great a degree. 

"I myself was watching the fight telecast 

and it's apparent that many other potential 

theatre customers were doing likewise," said 

Harry H. Weiss, RKO Theatres district manager. 

"We were considerably off at the RKO 

Pan here and at the St. Paul Orpheum. The 

same thing has happened before when there 

were important fights on television for free. 

"An important exception with us, however, 

was the Minneapolis Orpheum where 'Phantom 

of the Rue Morgue' did very well. But 

the same picture was playing day and date at 

the St. Paul Orpheum and we were far off 

there." 

"It was like a Monday night at neighborhood 

theatres, and that means grosses were 

near bottom," Lebedoff said. 

MILW AUKEE 

•The new auxiliary scoreboard, which the 

Braves are providing instead of moving 

their Boston scoreboard to the Stadium, will 

be in operation the first week in May. Ben 

Poblocki, whose company w'ill erect it, said 

Joseph F. Cairnes, executive vice-president 

of the ball club, and he had signed a contract 

with a penalty clause operative six 

weeks from April 1. The board w'ill be of 

stainless steel and will operate with the same 

controls as the main board. It will cost about 

$25,000. 

D. I. Chapman Buys Mascot 

Theatre in Mobridge. S.D. 

MOBRIDGE, S. D.—Douglas I. Chapman, 

theatreman for the last 16 years, has bought 

the Mascot Theatre here from Mrs. Ross 

Stacy. Since the death of her husband in 

1931 Mrs. Stacy has been active in the business. 

J. D. Lesher became manager in 1933. 

Chapman has been in the theatre business 

since he purchased the theatre at Parker, 

S. D., in 1938. He purchased the Palace in 

Lemmon in 1941, operating it until he sold 

the business in April 1951. He and his brother 

George purchased the Linton at the same 

time as the Lenimon, and opened the Linton 

Drive-In last June. His brother is in active 

charge of the North Dakota theatres. 

Chapman is married and has three childi-en, 

Janet, 13; James, 11, and Douglas, 8. 

The family is now living at Coeur d'Alene, 

Ida., and will 

present school year. 

join him here at the end of the 

New Owners in Alpena 

ALPENA, S. D.—Mr. and Mrs. Ruford Dechow 

have purchased the Pam Theatre in 

Alpena from H. Hanson. The Dechow residence 

in Woonsocket becomes the property 

of Hanson in the transaction and the Dechows 

plan to move into the apartment above 

the theatre May 1. 

ORDER YOUR POPCORN SUPPLIES FROM US 

White Japanese Hulless Popcorn Per 100 lbs, $10.95 

XXX Yellow Popcorn Per 100 lbs. 12.75 

"Seazo" Coconut Oil Seasoning Per 50 lbs. 15.75 

Liquid Popsit Plus Seasoning Per Case 15.75 

Popcorn Salt Per Case 2.95 

No. 400 Automatic Bottom Boxes, 1% oz Per 1000 9.50 

No. 300 Automatic Bottom Boxes, 2 oz Per 1000 10.65 

Large 25c Popcorn Boxes Per 1000 18.75 

1 lb. White Popcorn Socks Per 1000 2.20 

1 lb. Brown Popcorn Sacks Per 1000 1.80 

Â lb. Popcorn Sacks Per 1000 1.50 

Vi lb. Popcorn Sacks Per 1000 1.20 

l'/2 lb. White Popcorn Sacks Per 1000 2.95 

1 lb. Printed Noiseless Sacks Per 1000 3.80 

Vi lb. Printed Noiseless Sacks Per 1000 3.40 

Prices 

Subject to Change Without Notice 

DES MOINES THEATRE SUPPLY CO. 

1121-23 High St. Des Moines, Iowa 

'Julius Caesar' Draws 

Al Twin Cities World 

MINNEAPOLIS—The "Ice Follies" provided 

competition last week and cold weather 

was an adverse factor, but "Julius Caesar" 

did a sensational 250 and "Phantom of the 

Rue Morgue" and the Academy award w'inners 

"Stalag 17" and "Roman Holiday" did 

very well. 


Gopher Riot in Cell Block 11 (AA), 2ncl wk 100 

Lyric Romon Holiday iParo), Stolog 17 (Para) 

2nd runs 125 

Orpheum Phontom of the Rue Morgue (WB) 150 

Pan—The Big Sleep (WB); Kid Galahad (WB), 

reissues 90 

Radio City Rose Marie (MGM), 2nd wic. ......125 

Stote Jubilee Trail (Rep) 100 

World Julius Caesar (MGM) 250 

'Rose Marie' Tops First Runs 

In Omaha Week 

OMAHA—Topping the first runs was "Rose 

Marie" at the Orpheum with 130 pei cent. 

Three offerings figured in Oscar award honors 

but opened too late for final figures. The 

Brandeis started "The Best Years of Our 

Lives" Tuesday before the awards program 

and did little business. But after the Hollywood 

program, receipts boomed and final 

score was 105. "From Here to Eternity" did 

well at the Admiral and Chief and "Roman 

Holiday" and "Stalag 17" opened with a bang 

at the Omaha. 

Admiral-Chief From Here to Eternity (Col), 2nd 

run 

1 20 

Brandeis The Best Years of Our Lives (RKO), 

reissue 105 

Omaha Siege at Red River (20th-Fox) 100 

Orpheum Rose Marie (MGM) 130 

State Riding Shotgun (WB)- Sins of Jezebel 

(LP) • 

90 

Twin Cities Ted Mann Is 

Cashing in on 'Eternity' 

MINNEAPOLIS—Ted Mann, owner of 

victories. 

"Eternity" previously had played most of 

the local neighborhood houses as well as 

downtown here. 

the 

Minneapolis and St. Paul Loop World theatres 

and the neighborhood Suburban World, 

anticipated the "From Here to Eternity" 

awards and is cashing in on his foresight. 

Mann grabbed off "Eternity" well in advance 

of the compilation of the votes for the best 

1953 picture, etc., and it opened at the 

Suburban World the day after the Academy 

awards shindig. 

The Suburban World Friday morning newspaper 

ad, set up before the Oscars were 

handed out, only called attention to the 

numerous "Eternity" nominations. The copy 

was changed for the evening sheets and subsequent 

morning editions to proclaim the picture's 

Becomes a First Run House 

DES MOINES—The remodeled Lyric Theatre 

in West Des Moines has become a first 

run film house, according to James Logan, 

manager. A new curved screen has been 

installed. Logan also operates the Forest and 

Eastown theatres in Des Moines. 

CS Into Minn. Theatres 

Among Minnesota houses installing CS recently 

are the Grant in Eveleth; the Willmar 

at Willmar; the Grand at Hallock, 

owned and operated by Joe Carriere 

S2 BOXOFFICE :: April 10, 1954

. . Shari 

Two Airers Slarled 

Near Madison, Wis. 

MADISON. WIS.—Construction of two 

new outdoor theatres here is progressing 

nicely, and their openings this summer will 

give Madison three open-air theatres. 

Ground has been graded on the site of the 

950-car drive-in being built off Highways 

12. 18 and 51 Bjijass by Standard Theatres, 

which also operates the Eastwood. Other 

work will be started as soon as the ground 

is free of frost. 

A fireproof projection booth, glass-enclosed 

concessions stand and 36-foot base supports 

for the 60-foot screen tower have been completed 

at the other new theatre, located on 

Highways 12, 13 and 14 about one and onehalf 

miles east of Middleton. The screen 

remains to be installed and considerable 

grading will be done. This situation will 

accommodate more than 1.500 cars. Arrangements 

are being made to install a 

Cinemascope screen and a tentative opening 

date of May 1 has been set. 

The other local drive-in, the Badger Outdoor 

across from Ti'uax field, is expected to 

reopen soon. It is operated by the Madison 

20th Century Theatres, which also controls 

the Orpheum. Madison. Parkway and Strand 

here. 

Ex-Popcorn Girl Gets 

Part in RKO Picture 

CRETE. NEB.—A pretty brunette who used 

to sell popcorn outside her grandfather's 

theatre here is now ready to move up to a position 

on the screen. The girl is the former 

Arva Jean "Jinx" Burrus, Miss Nebraska 

of 1949 and now Mrs. R. C. Main of San 

Diego. Her grandfather is A. Burrus, who has 

owned and operated the theatre here many 

years. 

A. Burrus heard through his son Howard 

that Jinx has been informed she will receive 

a "speaking part" soon in RKO's "Conqueror." 

Burrus said he understands John 

Wayne and Susan Hayward are to play the 

leads and some of the scenes will be filmed 

in 

Africa. 

Jinx. Crete high school and Doane college 

graduate, is an expert at baton twirling and 

introduced the use of fire-tipped batons at 

Doane. Recently she has been twirling the 

fiery batons on water skis before San Diego 

audiences. 

She has been doing commercials for west 

coast TV stations and modeling. But she 

hopes she'll soon make her goal in the 

movies—the goal she set when she was selling 

popcorn for her granddaddy. 

OMAHA 

I^r. and Mrs. Bert Philpot, Mason City exhibitors, 

were in Omaha for the Ice 

Capades and were guests of Marvin Thompson, 

World-Herald sports department, a 

pheasant-hunting friend . . . Jerry McGlynn, 

Des Moines MGM manager and former head 

of the Omaha exchange, was in Omaha over 

the weekend conferring with Jack Renfro 

of Theatre Booking Service. 

Bill Haarman, Paramount office manager, 

said the "Roman Holiday"-"Stalag 17" combination 

was doing great business with 24 

bookings in the territory to date. Exhibitors 

also were going for "Shane" bookings, 

coupled either with "Holiday" or "Stalag" 

. . . Republic has scheduled a "Johnny 

Guitar" screening at the Admiral April 12 

at 1;15 p.m. and invited all exhibitors in the 

territory. 

Tony Goodman, Warner office manager, 

announced a number of staff changes. Stenographer 

Betty Morris has resigned and has 

been replaced by Virginia DiMauro. Marian 

Pirruccello, contract clerk, also has resigned 

and has been replaced by Ruby Houlihan. 

Francis Thomas has been added as a stenographer. 

Marian's mother, Mrs. Greco, has 

been hospitalized. Inspector Opal Evans has 

replaced Margaret Bragg, who has been hospitalized. 

Walter Creal, Omaha exhibitor, reported his 

. . 

sister was hospitalized at Methodist for an 

operation . Edith Renfro of Theatre Booking 

Service was in Kansas City, where her 

sister, Mrs. Ralph Morgan, underwent an 

Harold Ironfield, former 

operation . . . 

20th-Fox salesman who suffered a stroke, 

is showing some improvement. 

A 20th-Fox Christmas party is developing 

from Christmas bells to wedding bells for 

Jerry Maloney. Booker Evelyn Juszyk got 

stenographer Jerry a blind date with Dan 

. . . 

Shannon, who was just out of the navy, and 

last week Jerry got a knockout of a diamond 

from Dan . Philson has been named 

contract clerk at Paramount and has been 

replaced as receptionist by Kathleen Knapp 

Joy Eakin, Manager Joe Scott's secretary 

at 20th-Fox, about had heart failure the 

other day when a hailstorm hit. Nearby 

was parked her brand new Mercury. 

F. A. Van Husan, retired equipment dealer 

and industry veteran now with R. G. Goldberg 

Theatres, was a visitor on the Row for 

the first time in several weeks after being 

seriously ill . . . Exhibitors in town last week: 

Nebraskans Mr. and Mrs. Fred Schuler, 

Humboldt; Sid Metcalf. Nebraska City, and 

Paul Ti-amp, Oxford; Phil and George March, 

Wayne and Vermillion, S. D.; Harold 

Schoonover, Aurora; lowans Al Myrick, Lake 

Park; Rolland Noecker, Fonda; Sonny 

Thacker and Vic Biancini, South Sioux City; 

Ray Brown. Harlan; Mrs. C. N. Johnson, 

Red Oak; Arnold Johnson, Onawa; Bob 

Krueger, Sioux City; Max Schoemaker, 

Tabor; Howard Brookings, Oakl, nd. 

Mrs. Dorothy Brando Dies; 

Mother of Marlon Brando 

OMAHA—Mrs. Dorothy Myers Brando, 57, 

mother of actor Marlon Brando and a former 

Omaha Community Playhouse star, was 

buried at Pasadena, Calif., where she had 

been visiting a sister, Mrs. Oliver Lindemeier. 

Mrs. Brando was a native of Grand Island. 

All her children were born in Omaha and 

the Brando family owns a ranch near Brewster. 

While living here, she had leads in 

several Playhouse productions, including 

"Pygmalion," "Anna Christie" and "Lilliom." 

Other survivors are her husband and two 

daughters, Mrs. Richard Loving, Mundelein, 

111., and Mrs. Eliot Asinef, a New York 

actress who uses the stage name of Jocelyn 

Brando. 

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To Reopen in Irene, S.D. 

IRENE, S. D.—Bob Diefendorf plans to reopen 

the Irene Theatre on weekends. He 

operated the theatre before leaving for the 

service two years ago and had built up a 

good business then. 

Businessmen to Sponsor Shows 

BRIGHTON, IOWA—Twenty-six local businessmen 

have agreed to sponsor film showings 

at the Princess Theatre here. The shows 

wUl be on Saturday nights and will cost but 

ten cents.

. 

'57^000 Investors 

in Democracy 

IIEXRY FOKD II 

President, Ford Motor Company 

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The Savings Bond Division, U. S. Treasury Department, 

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The United States Government does not pay for this advertising. The Treasury Department 

thanks, for their patriotic donation, the Advertising Council and 

BOXOFFICE 

M 


'Rose Marie' Rates 200 

In Detroit UA Theatre 

DETROIT—Business was generally satisfactory 

for a late Lenten week at local shows 

but took an extra beating from a combination 

of a cloudburst followed three days later by 

a thunderstorm with several inches of trafficclogging 

snow\ 


Adams Rhapsody (MGM) 125 

Broadway Capitol Riding Shotgun (WB); World 

for Ransom (AA) 80 

Fox—The Siege ot Red River (20th-Fox); Rocing 

Blood (20fh-Fox) 100 

Madison The Glenn Miller Story (U-l), 6th wk.. ,150 

^,ic^llgan The Naked Jungle (Para); Alasko Seas 

iPara), 2nd wk 120 

Palms Beachhead (UA); Dragon's Gold (UA).... 85 

United Artists— Rose Marie (MGM) 200 

Academy Winners at 230 

In Cleveland Rerun 

CLEVELAND—Business looked up last 

week with five of the seven down|own first 

runs hitting above average, one at 230 per 

cent. This high record was achieved by a 

rerun at the Ohio Theatre of two Academy 

award winners, "Stalag 17" and "Shane." 

Bolstered by the Oscar publicity, they did a 

terrific 230. The runnerup in boxoffice favor 

was "Riot in Cell Block 11" at the Palace, 

where it had a big weekend and ended the 

week's run with a rating of 170. 

Alien Kiss Tomorrow Goodbye (WB), reissue .... 1 1 

Hippodrome Racing Blood (20tli-Fox); Killers 

From Space (RKO) 70 

Lower Mali The Golden Cooch (IFE), 2nd d. t. 

wk 110 

Ot-JO—SJclag 17 (Para); Shane (Para), 2nd runs.. 230 

PclQce Riot in Cell Black 1 1 (AA) 1 70 

Stote Rhapsody (MGM) 115 

Stillman—The Noked Jungle (Para), 2nd d. t. wk.. 85 

'Eternity' Is Terrific Pull 

in Cincinnati 2nd Run 

CINCINNATI—"From Here to Eternity," 

brought back to the Capitol Theatre at the 

time of the Academy award presentations, 

did terrific business. "The Glenn Miller 

Story" in its fifth week at Keith's still held 

with 110; "Riot in Cell Block 11" at RKO 

Albee also did 110. 

Aibee Riot in Cell Block 11 (AA) 110 

Capitol From Here to Eternity (Col), 2nd run. .195 

Grand Hell's Half Acre (Rep); Flight Nurse (Rep). 90 

Keiths The Glenn Miller Stoty (U-l), 5th wk...I10 

Palace Red Garters (Para) 100 

Jeff Chandler Appears 

In Cleveland on 'Pasha' 

CLEVELAND—Jeff Chandler spent part 

of March 31 here to promote his Decca records 

and his forthcoming U-I picture, 

"Yankee Pasha." At a press, radio and TV 

luncheon at the Statler hotel sponsored by 

Universal, Chandler said he is both surprised 

and delighted with the big sale 

of his 

first Decca records. 

"Yankee Pasha" has an April 1 run booking 

at the Palace here. Soon to follow will 

be "Sign of the Pagan," Chandler's fii'st picture 

in Cinemascope. 

Reading like a railroad timetable. Chandler's 

day in the public eye started at 11 

a.m. when he appeared on radio station 

WERE. Then came appearances on radio 

station WTAM, a visit to the Record Mart, 

on WXEL-TV as the feature on Joe Portaro's 

program, radio station WJW. radio station 

WERE, visit to Decca record dealers, TV- 

WEWS and TV-WXEL again. 

Interspersed were a press luncheon and a 

dinner. After this schedule, arranged by 

U-I publicist Duke Hickey, the star left for 

Chicago. 

Taxes to Be Highlight 

Of Mich. Allied Rally 

DETROIT—Taxation on federal, state and 

city levels will come in for major attention 

at the three-day Allied Theatres of Michigan 

convention, which opens here Monday (9). 

Alden Smith, head of Mutual Theatres, will 

serve as general chairman for the meeting. 

This marks the second time in the history 

of the organization that the convention has 

been held in the spring, instead of in the 

fall of the year. 

Rube Shor of Allied States Ass'n will address 

the convention on Tuesday on "Guarding 

Against State and City Admission Taxes," 

and Pat McGee of the Council of Motion 

Picture Organizations will speak at a luncheon 

the same day on "Federal Admission 

Taxes and Future Tax Relief." 

Program details follow: 

MONDAY 

10:00 a.m.—Registration—Wayne room, Statler hotel 

2:00 p.m.—Baseball game, Detroit vs. Chicago. United Film Service and 

Tom Allen, hosts. 

8:00 p.m.—Special screening 

10:00 p.m.—Variety Club fellowship gathering, TuUer hotel 

TUESDAY 

10 :00 a.m.—Registration 

10:30 a.m.—Business session 

Rube Shor, speaker 

Ernie Forbes, Clarence Williamson— "Theatre Equipment 

and Supplies" 

12:00 p.m.—Distributors and exhibitors luncheon 

Pat McGee, speaker 

Owen J. Cleary, secretary of state 

2:00 p.m.—Business session 

7:00 p.m.—Banquet—Bagley room 

Thomas E. Martin, U.S. Congressman from Iowa — "The Importance 

of the Theatre to Community Progress" 

WEDNESDAY 

10:00 a.m.—Assemble in main floor lobby for buses to drive-in luncheon 

11:00 a.m.—Women's luncheon—J. L. Hudson Co. dining room 

1:30 p.m.—Luncheon—Gratiot Drive-In. Confection Cabinet Corp. host 

2:30 p.m.—Return to Variety Club, general discussion 

7:00 p.m.— Dinner Dance—Elmwood Casino, Windsor, Canada 

BOWLING 

DETROIT—The Ernie Forbes team continues 

its strong lead for the third consecutive 

month in the Nightingale Club Bowling 

league. Amusement Supply kept its second 

place with a stronger score. League standings 

are: 

Team Won Lost 

Ernie Forbes 54V2 41 'i. 

Amusement Supply 49*'-: 46'- 

National Carbon 48 48 

Altec 

47I2 48S 

Local 199 46 50 

National Theatre Supply 42'- 53>i! 

Individual high scores: Jack Colwell 215- 

214 for 573; Ralph Haskin 193-191 for 537; 

Francis Light 191 for 526; Carl Mingione 202 

for 505; Floyd Akins 222 for 501; Edgar Douville 

513. 

Book Award Winners 

DETROIT—Tieing in with the announcements 

of the Academy awards. United Detroit 

Theatres booked in winners to open in two 

of its principal suburban houses for the 

change opening on Sunday following announcements. 

At the Northwest, "Pi-om Here 

to Eternity" was brought in, while the Birmingham 

offered a double-bill of Oscars, 

"Stalag 17" plus "Roman Holiday." Both 

houses are strategically located in communities 

of better class residential districts. 

Albert Dezel to Handle 

'Force/ 'Bells' Reissues 

DETROIT—Albert Dezel Productions has 

acquired a series of formerly national major 

released pictures from the Bank of America. 

The first package is a unit show consisting 

of "Force of Evil" and "Miracle of the Bells." 

These pictures just completed a successful 

engagement at the Roxy here. 

The winning of the Academy award as the 

best supporting actor by Frank Sinatra, who 

has the feature role in "Miracle of the 

Bells," has enhanced the reissue value of this 

picture and further bookings were secured 

in Detroit in such important neighborhood 

theatres as the Mercury, Washington and 

Radio City. 

Eight-Inch Snowfall 

Halts Airer Showings 

TOLEDO. OHIO—Several Toledo drive-ins, 

which opened their season in Marcn, were 

forced to call off performances when an 

eight-inch snowfall almost paralyzed traffic 

in the city. Downtown stores, usually open 

until 8:30 p.m., were closed at 5:30 as the 

storm worsened. The snowfall, which caused 

schools to close the following day, was the 

heaviest of the entire winter. It came when 

residents were least prepared for it. 

BOXOFFICE ; 

; April 10, 1954 r/iE 95

DETROIT 

. . . Edgar 

. . . Edward 

lyffcrv Griffin, Warner singing star of "The 

Boy From Oklahoma," is headliner at 

the Hotel Statler Terrace room 

McMillen, stagehand, has returned from a 

month's vacation in Miami 

Hagenmaier. formerly with WWJ-TV, is now 

up at the Fisher Theatre as a stagehand. 

Sol Krim of the Krim Theatre is recuperating 

after nasal surgery. Mac Krim 

has returned to the coast after visiting in 

Detroit for several weeks . . . Tom Mac- 

Cleaster, district manager for 20th-Fox, is 

in Detroit. 

Earl England of Cooperative was at Detroit 

3-D 

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UNITED ARTISTS

. . Joe 

— 

. . Howard 

. . New 

. . RKO's 

. . Benefiting 

CLEVELAND 

DIood donor volunteers are needed for Loren 

Solether. owner of the Falls Theatre. 

Chagrin Falls, who is seriously ill in St. 

Luke's hospital. Cleveland. He needs five 

transfusions daily. Volunteers may contact 

the hospital . . . Bill Daurelle, MGM booker, 

has been transferred to the Indianapolis 

branch. He is succeeded here by Bob Dittrick. 

promoted from student booker. 

M. B. Horwitz, head of the Washington 

circuit, flew to Baltimore with 20th-Fox District 

Manager Tom McCleaster and local 

Manager I. J. Schmertz to attend the testimonial 

dinner for Spyros Skouras . . . MGM 

Central Division Manager J. J. Maloney was 

in town . Lissauer of the Skirball 

Bros, circuit has returned from a Florida golf 

vacation, leaving Bill Skirball free to return 

to the west coast. 

Frank J. Slavik of Middlefield. who with 

the recent acquisition and two outdoor theatres, 

is readying the Garretsville house for 

an April 17 opening. In addition to a 

thorough cleaning and polishing, a new large 

RCA Dyna-Lite screen is being installed by 

M. H. Fritchle of Oliver Theatre Supply Co. 

Fred Cooper has been appointed manager 

of the theatre. In a personnel change. Slavik 

has appointed George Apthorpe as manager 

of the Diana Theatre, Rittman, succeeding 

Mrs. Marguerite Borsic. 

Harry Weiss arrived from the east Monday 

morning just in time to do the publicity 

ATTENTION... DRIVE-IN OWNERS!!! 

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M.ny uli.li.d cuilomen. "Know-how- ,

. . . Charles 

. . . Harold 

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Princess at Youngstown 

To Be Razed for Parking 

YOUNGSTOWN, OHIO—The old 

Princess 

Theatre, which lioused vaudeville, then musical 

comedy, films, burlesque and art films, is 

being razed and the site will be turned into 

a parking area. 

During its history since the turn of the 

century, the house has had three names, 

several operators and various types of entertainment. 

Until last week, it was leased by 

Kane Enterprises, operator of the Park. 

However, the building had been condemned 

and ordered razed. 

The house was known as the Princess until 

1939 W'hen it was ordered closed after a fii'e 

in the balcony. The Renner Realty Co. 

bought and remodeled the house, which was 

reopened as the Grand. When burlesque was 

moved to the Park, the Grand was shuttered, 

biit it reopened in 1949 as an art film house, 

called the Esquire. 

COLUMBUS 

TlTith over 3,500 votes counted, opponents 

. . . Police have 

of daylight saving time lead in the 

Columbus Citizen poll by 284 votes. A number 

of those opposing the proposal said they 

attend drive-in theatres and would resent 

the longer daylight period 

been ordered to enforce the city's curfew 

law, which forbids children under 17 from 

attending public amusement places after 

10:30 p.m. unless accompanied by an adult. 

A recent wave of property destruction by 

teenagers prompted the crackdown. Theatres, 

however, have reported no major vandalism. 

James Leonard, manager of WLW-C, local 

NBC television outlet, said the station will 

be able to handle color telecasts by late 

June. The station is celebrating its fifth 

anniversary. There were only 88 receivers 

in the Columbus area in 1949, when the station 

went on the air. Now there are 320.000 

within a 65-mile radius of Columbus. 

. . . 

Charles Sugarman postcards from Miami 

Beach that he is enjoying the Florida sunshine 

Robert Sokol, manager of Loew's 

Broad, has booked an Easter Monday cartoon 

carnival, the first cartoon show here since 

the advent of wide screens. 

"Rose Marie" played 15 days at Loew's 

Ohio, latest of a score of films here which 

have been held for two or more weeks . . . 

There has been little public reaction to the 

federal tax cut. Downtown theatres dropped 

weekday matinee rates five cents, from 50 

cents to 45 and weekend evening rates from 

75 cents to 70. Neighborhoods are standing 

pat on pretax cut prices. Average neighborhood 

admission is 50 cents. 

FILMACK 


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CINCINNATI 

pari Jamison, Central Shipping & Inspection 

Bureau, an affiliate of National Film 

Service, visited Paul "Bud" Wessel, secretarytreasurer 

of States Film Service, when in 

Cincinnati attending the Shriners convention. 

States Film is also an affiliate of 

Mr. and Mrs. Elston Dodge. 

National . . . 

Elsun, Mount Washington, have returned 

home from a business and vacation trip to 

Austin, Tex. 

Midwest Theatre Supply Co. did the equipment 

installations for new drive-in scheduled 

to open April 15 at Cynthiana, Ky. Lou 

Marcks and Carl Russman are the owners 

Behlen, who operates three theatres 

in Kentucky, was on the Row and was 

one of the exhibitors of smaller theatres 

who expressed approval of the new tax reduction 

bill ... J. Slabotsky, purchasing 

agent for Manley, Inc., Kansas City, was in 

Cincinnati conferring with Manager R. A. 

Guettler. Manley has a new salesman for 

northern Ohio and western Pennsylvania, 

Roger W. Tallini. 

On the Row were Lloyd Hildebrand, Ohio, 

Dayton; Ray Young, South Shore, Ky.; Joe 

Blum, Mount Healthy: Harry Wheeler, Gallipolis; 

Guy Greathouse, Aurora, Ind.: Fred 

Schmitt, New Bremen; George Turlukis, 

Hamilton; Frank Yassenoff, Columbus; H. 

McHaffie, Marmet, W.Va.; Don Keesling, 

Bramwell, W.Va.; J. B. Minnix, London, Ky.; 

Carlos Crum, Lancaster. 

Mrs. Mary Semelroth, owner of the Federation, 

Dayton, and other houses in that 

. . . 

city, has installed wide screen and will reopen 

the house fuUtime. It had been operating 

weekends only. Another Dayton exhibitor 

installing a wide screen is Bert Fiala, 

Alhambra Lou Clemmer, who operates 

the Cruise-In Theatres in Eaton and Miamisburg, 

was on Pilmrow booking and buying 

Schwartz, owner of the New 

Westville Drive-In, Richmond, Ind., has arranged 

to book and buy for the theatre 

himself, instead of through a booking service. 

Mrs. Lillian Ahem, cashier, Paramount, 

reported the death of her brother. Arch P. 

Montague, 49, a well-known securities trader 

with W. E. Hutton & Co. He was ill for two 

weeks. He also leaves his wife, a .son and 

daughter and his mother . . . Charles Palmer, 

Columbia West Virginia salesman, had an 

accident when his car went off the road 

and hit a pole at Georgetown, Ohio. Palmer 

was on his way to the office at the time. He 

suffered minor scratches, but his car was 

wrecked. 

Steve and Katie Thomokas, who own the 

Filmrow restaurant, have bought a dry clean- 

. . . 

ing store on Elm street, which they will also 

operate National Theatre Supply Co. 

has completed installation of Cinemascope 

equipment in the Belmont, Dayton, owner, 

Gus Babalis; Far Hills, Dayton, John Gregory; 

Palace, Lancaster, Leo Kessel, and State, 

Point Pleasant, W.Va., Ross Filson. 

Ed Salzberg, chief barker. Variety Tent 3, 

.stopped in San Antonio, Tex., and Kansas 

City on his way home from the convention. 

Mrs. Salzberg is visiting her family in New 

Mexico . Wakeman, print girl. 

Paramount, left for a vacation in Washington 

Jones, short subjects director, 20th- 

Fox, was in the city to demonstrate to exhibitors 

a new way to present cartoons. The 

demonstration was at Keiths at 10 a.m. 

Thursday (8). 

Anna Bell Ward, Lexington, Ky., is having 

Cinemascope equipment installed in the 

Kentucky, Somerset, by National Theatre 

Supply . Onie, local circuit exhibitor, 

is enjoying a vacation and rest in 

Hot Springs, Ark. 

Lee Heidingsfeld, city salesman, RKO, said 

that "The French Line," has been grossing 

big in Lexington and Louisville, Ky., Huntington 

and Charleston, W. Va., wher,' it is currently 

playing .... William Blum, Columbus 

salesman, U-I, left with his wife and son for 

a vacation in Florida .... The mother of 

Amy Banker died Sunday after a lengthy 

illne.'JS. Amy was an employe on Filmrow for 

many years. Her husband Bob is head shipper 

for U-I. 

Gertrude Freeman, Inspector, 20th-Fox, has 

joined the staff of Ziv Television Agency as 

inspector .... William Determan, assistant 

shipper, 20th-Pox, also resigned. Determan 

The Joy Drive-In, 

will go into service soon . . . 

Whitesville, W. Va., part of the Jur Ciixuit, 

opened for the season March 19 . . . W. T. 

EHswick is the new owner of the Fountain, 

Smithers, W. Va. 

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BOXOFFICE 

: 

: April 10, 1954 99

— 

WITNESS CINCINNATI PAGEANT—Among those attending the triple-feature 

Paramount Pictures Pageant at the llnion Terminal Theatre were, left to right: Willis 

Vance, Guild Theatre, Cincinnati; Wally Allen and Ray Frisz, Chakeres Theatres, 

Springfield ; Herbert Gillis, Paramount manager, and Joseph Miller, Goldman Theatres, 

Cincinnati. The pictures were "Elephant Walk," "About Mrs. Leslie" and "Knock on 

Wood." 

SPRINGFIELD 

•The Springfield Theatres Co. for the fifth 

consecutive year will help sponsor the 

annual Easter egg hunt here Thursday (15). 

The sponsors, including a local radio station 

and the Retail Merchants council, place about 

10.000 colored eggs in a city park for the 

children to find. The hunt is scheduled for 

the afternoon after schools are dismissed. In 

addition to the special "lucky eggs," there are 

some "golden eggs" entitling the finders to 

silver dollars for each one discovered. The 

finders of "lucky eggs" can get theatre passes 

as well as free merchandise from sponsoring 

stores. 

The season opening of the Melody Cruise-In 

April 3 wa.s marred by the discovery of vandalism 

at the drive-in on Route 40 east of 

Springfield. Someone firing pistol or rifle 

bullets damaged a number of speaker junction 

boxes, the screen and the display tower. 

Gustave F. "Gus" Sun of Springfield, president 

of the Sun Booking Agency, is vacationing 

in Tucson, Ariz. 

Merle Oberon will play an important role 

in MGM's "Deep in My Heart," Sigmund 

Romberg musical biography. 

To Amend Massillon Law 

On 23 Per Cent Taxes 

MASSILLON, OHIO—The city council is 

considering amendments to the local amusement 

tax ordinance to straighten out a t,'.x 

puzzle caused by the federal government's 

cut in theatre taxes. 

The ordinance calls for a 23 per cent tax 

on all amusements not paying 20 per cent 

federal tax. The theatres paid a 3 per cent 

city tax while the 20 per cent federal tax 

was in force. The 10 per cent federal tax 

reduction puts the theatres under the 20 

per cent level and into the city's 23 per cent 

bracket. If the ordinance is not changed, the 

theatres would be worse off than before 

they would have to pay 10 per cen*- to the 

federal government and 23 per cent to the 

city—a 33 per cent levy. 

City to Help Theatre 

ELM'WOOD, WIS.—With the theatre here 

losing at the rate of an estimated $20 a 

month, city officials are worried for fear that 

Cecil Charbonneau. its owner, will shutter it. 

In 1953 the town contributed $260 to keep 

it open and the officials have indicated everything 

possible will be done to prevent the 

closing. 

HANDY SUBSCRIPTION ORDER FORM

TV Caused Bankruptcys, 

Maine Official 

Claims 

From New England Edition 

PORTLAND, ME.—Charles A. Pomeroy, 

Maine referee in bankruptcy, has come 

forth with another "it's all the fault of 

television" complaint. Pomeroy has laid 

at television's door the "unusually high 

rate of bankruptcy filings for 1953," despite 

the fact that such things as the 

poorest potato crop on record may have 

had some influence on business conditions. 

Said Pomeroy: 

"TV set sales are drying up normal purchases 

in a variety of business houses. 

Individuals who bought TV sets they 

couldn't afford are going bankrupt, and 

other TV purchasers aren't buying new 

cars, furniture, clothes or other items until 

the sets are paid for. Numerous business 

firms on the ragged edge have 

ci-umbled in the last quarter of 1953 under 

the impact of TV, marking a new high of 

458 filings that year." 

Information from other quarters, however, 

indicated other factors were involved. 

In Aroostook county, which reported the 

most alarming number of business flops, 

the potato industry's $40,000,000 crop of 

potatoes was worth only $20,000,000 in 

1953, a condition which had devastating 

repercussions throughout that section. 

Television was not available to Maine 

residents until after the first of 1953. 

Cooperation Project Sets 

New Film Script Right 

From Canadian Edition 

TOHONTO—An example of the effectiveness 

of the Canadian cooperation project, 

sponsored by the Motion Picture Ass'n of 

America as a service to Canada, has been 

The MPAA supports the cooperation 

brought to light in connection with plans for 

the making of an independent featm-e in 

Hollywood which had the tentative title of 

"Dieppe Raid." 

project 

as a medium for the promotion of better 

understanding between the two countries so 

when the script for the feature was submitted 

to the association's New York office 

some revision was suggested because the 

war incident was represented as a U.S. army 

operation, instead of a Canadian attack in 

which a detachment of American Rangers 

and others took part. The title of the picture 

has been changed to "Three Miles to 

Dawn" and the script does not refer to 

Dieppe. 

Eric Hatch Is President 

Of New Radio Company 


HARTFORD—'Writer Eric Hatch is listed 

as president ef the newly formed Hatch 

Broadcasting Corp., Torrington, Conn., which 

is acquiring radio station WBIS, Bristol, 

Conn., from the Bristol Broadcasting Corp. 

Hatch of New York has as fellow officers 

vice-presidents, Thomas B. Hoben and 

E. Constance Hatch; secretary. Franklin C. 

Salisbury, and assistant secretary, John A. 

Speziale. Paid-in capital is $200,000. Hatch's 

screen credits include "My Man Godfrey." 

Exhibits in Arena 

Proposed for Show 


TORONTO—Something new has been suggested 

for the second annual trade exhibition 

next November when the big motion picture 

industry conventions are to be held here. 

The proposal, which would mean an extensive 

expansion of the scope of the tradeshow, 

is receiving the study of film business executives, 

with a decision expected in due time. 

Thfe plan would call for the staging of the 

exhibits in the Mutual Arena here and the 

featuring of popular attractions to encourage 

public attendance. 

One of the suggested program features is 

the appearance of screen stars with the distributors 

being responsible for film personalities 

on different days. The problem evidently 

would be the availability of suitable Hollywood 

or British stars on scheduled occasions. 

Considerably more exhibition space will be 

found at the Arena than is available at the 

King Edward hotel where the first tradeshow 

was staged in 1953. In the light of developments, 

the question of exhibition space has 

become important because of information 

that the hotel management plans to take 

over some of the accommodation on the 

mezzanine floor for needed offices. 

It has been pointed out, in fact, that the 

proposed hotel move will include a hall in 

which film organizations have held business 

sessions year after year. Discussion has been 

aroused over the latest tradeshow project 

but the plan is largely in the paper stage, it is 

stated. 

Frank Gardiner Observes 

4th Anniversary at Baird 

From Southwest Edition 

BAIRD, TEX.—Frank Gardiner, owner of 

the Plaza Theatre, and Mrs. Gardiner, celebrated 

their fourth anniversary in Baird by 

showing "The Boy From Oklahoma." Gardiner 

came here in 1950 from 'Weatherford, 

Okla. He has been active in civic affairs here, 

being a member of the Lions club, Cub Scout 

Committee, the Girl Scout local finance 

chairman, member of Heart of Texas Girl 

Scout Council board, member of Girl Scout 

permanent camp committee for the Heart of 

Texas area and active in the Lions club style 

show, March of Dimes, Gonzales Foundation, 

and other civic projects. He opened the 

Roundup Drive-In in 1950. 

Mississippi Bill Asks 

Ticket Tax Restoration 

From Southeast Edition 

JACKSON, MISS.—Restoration of the 10 

per cent state tax on theatre admissions is 

sought in a bill introduced in the state legislature. 

Co-authors of the measure said that 

the bill is intended to raise revenue to 

finance the school program. 

Rep. Clarence McCullough said that theatres 

have not passed on to their customers 

the savings they realized by repeal of the 

old tax in the 1952 legislature. The exhibitors, 

McCullough said, have urged him not to try 

u'j reinstate the admission tax, but he is doing 

so because he considers It his duty. 

Frank Sinatra is being borrowed from 

20th-Fox by Producer Robert Bassler for a 

starring role in "Suddenly." 

RESEARCH BUREAU 

f or 

MODERN THEATRE PLANNERS 

ENROLLMENT FORM FOR FREE INFORMATION 

The MODERN THEATRE 

PLANNING INSTITUTE 

825 Van Brunt Blvd. 

Kansas City 24, Mo. 

Gentlemen: 

4-10-54 

Please enroll us in your RESEARCH BUREAU 

to receive information regularly, as released, on 

the following subjects for Theatre Planning: 

n Lighting Fixtures 

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n Acoustics 

n Air Conditioning 

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"cancer" is an unpleasant word. It's easier not to think 

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YOU ARE DIFFERENT. The fact that you're still reading 

this proves it. 

PERHAPS you have a special reason of your own for 

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have taken away someone whom you loved. It's 

not unlikely, 

for cancer strikes one out of five of us. The young. 

The old. The strong no less than the weak. 

LAST YEAR, AiTicricans contributed more than ever before 

to the American Cancer Society. But still not enough. 

Not nearly enough for the struggle that must be waged 

if this implacable enemy is to be conquered for good 

—if we are to make cancer, like so many once-dreaded 

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man's long and 

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THIS YE.-\R— — please give more generously than ever. 

For your help is needed more than ever. Won't you please 

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malion on cancer. 

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NAME 

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CITY 

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.Simply address 'the envelope: 

CA.NCER c/o Postmaster, Name of Your Town 

102 BOXOFTICE 

: 

: 

April 

10, 1954

Big Boston Campaign 

Under Way for 'Heidi' 

BOSTON—A specially prepared campaign 

for UA's "Heidi," which will reopen the Majestic 

Theatre on Easter, is pointed directly 

at grade school children. 

Tied in with the Boston Post is a coloring 

contest which will run 14 days in advance 

with the grand prize an all-expense 

roundtrip to Switzerlaiid by air for the winner 

and an adult. The winner will be allowed 

a ten-day stopover in that country. 

Ten Swiss watches are the next prizes, to 

be followed by 250 hard-covered copies of 

the book "Heidi" and 150 guest tickets to the 

Majestic Theatre. Judges will be members of 

the art staff at the Boston Post. Teaser ads 

have appeared in the morning papers on the 

contest. 

Joe Mansfield, UA publicist, and Tom Dowd, 

who was brought on for this campaign, have 

arranged to have an 8-year-old girl dressed 

as Heidi with a live goat on a leash 

appear at Fenway Park at the opening Red 

Sox baseball game and hand out packages of 

Beechnut gum. She will wear suitable signs 

advertising the film. 

Dowd arranged an evening screening of the 

film for the heads of the children's departments 

in the various branches of the 

Boston Public Library. 

Bill Heineman Donates 

'Banana' Fund to Tent 31 

NEW HAVEN—William Heineman, vicepresident 

of United Artists, has donated the 

distributor's opening-day proceeds from "Top 

Banana" at the Roger Sherman here t24) to 

Variety Tent 31, according to Chief Barker 

Henry Germaine. Earlier, the producer's 

share of first-day receipts had been offered 

Tent 31 as a gift. Edward Peskay, producer's 

agent, made this gesture when he 

attended the unit's annual installation dinner. 

Heineman learned of the contribution 

and then volunteered the distributor's portion. 

Legitimate New Parsons 

Plays Imported AA Film 

HARTFORD—The New Parsons booked an 

Allied Artists import, "Mr. Potts Goes to 

Moscow," in for a week between legitimate 

attractions. 

The theatre, booked by Sampson & Spodick, 

normally operates on a $4.20 policy. 

Regular, downtown first run prices, however, 

are charged for film, offerings. 

Amusement Parks Open 

New Season in Hartford 

HARTFORD—The outdoor amusement park 

season is under way for 1954. 

This area's two major resorts. Riverside 

Amusement park and Lake Compounce. have 

resumed operations on a weekend scale pending 

arrival of warmer weather and full-scale 

operations. 

CHATS WITH YANKEE FILMMEN— 

Charlton Heston, attending: Boston opening 

of "The Naked Jungle," takes time 

out to have a gabfest with, left to right: 

Harry Browning, New England Theatres 

vice-president; Heston; Hy Fine, New 

England Theatres general manager, and 

John G. Moore, Paramount assistant 

eastern division manager. 

Burglars Failed in Try 

At Hartford Eastwood 

HARTFORD—An attempt to burglarize the 

Perakos circuit's Eastwood was reported during 

early morning hours recently. The thieves 

apparently entered the building through a 

cellar window, making then- way upstairs, 

where they forced open a door. A wood 

panel enclosure for the theatre safe was 

smashed. 

About that time, however, a policeman noticed 

that the office night light was not 

burning, and he drew closer to an exterior 

door to hear movements within. Lacking a 

key, the policeman was unable to enter, and 

he called police headquarters. 

Two cruisers arrived, quickly followed by 

Thomas D. Grace, Eastwood manager, with 

a key. The premises were searched, but the 

intruders were nowhere to be found. 

Only about $5 in change was reported 

missing. The safe was untouched. 

Grace said his marquee was bUled: 

"Money Prom Home" and "Go, Man, Go!" 

Pete Perakos Marks 

48lh Industry Year 

HARTFORD—In the wordt of one theatre 

manager: "Pete Perakos has one of the 

greatest memories in the history of the motion 

picture industry!" 

Tliat's the recollection of Thomas D. Grace, 

manager of the Perakos Eastwood Theatre, 

East Hartford, and prior to that affiliation 

for many years with the Warner Bros. Theatres 

in this territory. 

Peter Perakos, who heads the seven-unit 

Perakos Theatre Associates from Palace Theatre 

Building, New Britain, is marking his 

48th year in show business. 

"I must have been five or six years old," 

recalls Grace, "and I wandered into the old 

Scenic Theatre in downtown New Britain, 

plunked down five cents and walked inside. 

I was so fascinated with the moving pictures 

that I stayed there until 11 o'clock at night. 

Well, my father, who was then on the New 

Britain police force, finally found me, and to 

this day, Pete Perakos still remembers me 

as the little fellow who set up quite a rumpus 

when he turned up missing in the Scenic 

Theatre, New Britain!" 

The Perakos circuit operates the Eastwood, 

East Hartford; Elm, West Hartford; State, 

Jewett City; Strand, Thompsonville; Palace, 

New Britain; Hi-Way and Beverly, Bridgeport, 

and is completing construction of a 

$200,000, 950-car drive-in at Plainville, a New 

Britain suburb. Sperie G. Perakos is general 

manager. 

The Perakos credo: Keep up with the 

times. All Perakos units—including the upcoming 

Plainville Drive-In—already are 

equipped with Cinemascope screens, and have 

shown wide-screen product to resounding 

success. 

The Perakos family, continually on the 

move in search of new ideas and methods, 

is highly regarded in civic, social and religious 

functions in its home town of New 

Britain. 

Artist-photographer Hoyningen Huene will 

work with Gene Allen on the production design 

of ft'oducer Walter Wanger's "The Adventures 

of Hajji Haba," an AA film. 

Start 7-Night Schedule 

HARTFORD—Lockwood & Gordon has resumed 

seven-night operations at the East 

Windsor Drive-In, following several weeks of 

weekend performancs. The situation is supervised 

by Bill Daugherty. 

BOSTON TAGEANT' TURNOUT—Present at the Paramount Pictures Pageant 

at the Capitol Theatre, Allston, Mass., were, left to right:. Joe Cohen, independent film 

buyer; Bill Canning, Yamins Theatres, Fall River; Mickey Daytz, independent buyer; 

Joe Saunders, American Theatres; Jack Brown, Paramount manager; Tom Furmoil, 

American Theatres; Henry Schwartzberg, American Theatres; John Glazer, Western 

Massachusetts Theatres, and Phil Berler, E. M. Loew. 

BOXOFFICE : 

: April 10, 1954 NE 103

. ..Sam 

: 

April 

BOSTON 

J^.vman O. Seley, district manager for Manley. 

Inc., went to Leonard Morse hospital at 

Natick for an emergency appendectomy. 

Seley 's office at -40 Church St. handles Manley 

popcorn products in New England, New 

York. New Jersey. Philadelphia, Washington, 

Ohio. Indiana and Kentucky territories . . . 

Irving Shiffrin of the New York office of 

UA was brought on here to aid Joe Mansfield 

in the campaign for "Act of Love," 

which is at Loew's State and Orpheum theatres. 

Ben Lourie, a former Bostonian, was in 

town. He now is manager at Chicago for 

Columbia . . . "Top Banana," the UA musical 

review, opened at the Trans-Lux Theatre 

on the new wide screen. Stereophonic 

sound is being installed there for Cinema- 

Scope productions by Easter. David Kaplan, 

manager, reports the Trans-Lux auditorium 

has redecorated, new carpeting has been 

added and the restrooms have been cleaned 

and refinished . . . Jeff Chandler, U-I star 

here for "Yankee Pasha," disclosed he has 

completed "Sign of the Pagan" for U-I, in 

which he plays the role of a Roman noble. 

Marcian, a shift from his usual Indian 

roles. Jack Palance plays Attila the Hun 

in 

the same film. 

Al J. Herman has been named northeast 

district manager for IFE Releasing Corp.. 

succeeding Ellis Gordon, who resigned to 

enter TV. Herman is a native of Connecticut. 

Several years ago he was branch 

manager and then district manager for Universal 

here. He also represented Eagle Lion 

in this territory. Gordon has become vicepresident 

of Minot TV, Inc., selling TV film 

shows on a national basis. His office will 

be in Boston. 

The Sundown Drive-In at Westfield, was 

opened March 31 under the new ownership 

of Joseph E. Levine and Barnet Yanofsky. 

Printed invitations to the gala opening were 

sent out to a large group of industryites and 

friends . . . When Ted Williams, Red Sox 

slugger, was hospitalized here with a broken 

collar bone, he called Bill Koster of the 

Variety Club and asked him to come over 

and bring Dr. Sidney Farber. They spent 

more than an hour at Ted's bedside discussing 

the forthcoming jimmy fund drive and 

what Ted could do to help it. 

The Cinema club of the exchange bookers 

held its annual election Wednesday (7) at the 

IMAGE & SOUND SERVICE CORP. 

"The Best Value In Sound Service" 

Honcock 6-7984 445 Statler Building 

Boston, Massachusetts 

Bradford . . . Stanley Young, salesman for 

20th-Fox in upper New, England, resigned to 

enter the automotive equipment field. Edward 

Michaelove, another salesman, resigned 

to return to his native New York City. 

Richard Kelly, who started with 20th-Fox 

about four years ago as a shipper, has been 

transferred from the booking department to 

succeed Young in the upper New England 

section. 

When the Hoosac Drive-In at Adams reopens 

April 23, the manager will be Arthur 

Rosenbush who directed the theatre last 

summer for owner Stanley Rothenberg. 

Rosenbush has been managing the Fail-mount 

in Hyde Park during the winter . . . Norman 

Glassman and wife returned from Miami 

Beach. Mrs. Glassman is greatly improved 

from her illness after spending two months 

in the Florida sun . Feinstein, zone 

manager for Stanley Warner Theatres in New 

Haven, spent some time here with Massachusetts 

zone manager Joe Liss. 

Doris Tracy, contract clerk at 20th-Pox, 

has moved to Smith Management Co. as 

secretary to head booker Sam Seletsky . . 

Nora Kelly, secretary to manager James 

M. Connolly, spent a weekend in North Conway 

skiing. Edward X. Callahan jr., former 

salesman for 20th-Fox, is receiving congratulations 

on the birth of a son, his fifth 

child. 

Herb Steinberg from Paramount's New York 

office spent a few days in town on the campaigns 

for "The Naked Jungle," which will 

play the Metropolitan Theatre, and for 

"Knock on Wood," booked at the Astor Theatre. 

The latter is to be the Easter presentation 

. . . Mi-s. James Sayer, wife of the owneroperator 

of the Old Rock Drive-In, Salem, 

N.H., and the Starway Drive-In, Somersworth, 

N.H., returned from the hospital 

where she underwent surgery . . . Another 

exhibitor's wife who has been under the 

surgical knife is Mrs. Raphael Sandlow of 

the Fellsway Theatre, Medford, who is recovering 

at her home. 

Following a home office meeting in New 

York, James M. Connolly, New England manager 

for 20th-Fox, called an all-day meeting 

of his sales and booking staffs. Ben H. Simon 

and Sam Germaine from the New Haven 

office joined the discussion on forthcoming 

Cinemascope and 2-D product. "Night People" 

has been booked into the twin Paramount 

and Fenway theatres for Easter, the 

first Cinemascope film for these theatres. 

Valances Boost CS 

Hartford—The 1,800-seat Star, downtown 

subsequent run house operated by Community 

Theatres, has a valance hung from 

three sides of its marquee announcing, 

"Cinemascope Wide-Screen!" Similar valances 

also are displayed by the downtown 

Loew's houses, the Poll and Palace. 

Opens Award Winners 

HARTFORD—On the heels of Academy 

award announcements. New England Theatres 

canceled Republic's "Jubilee Ti-ail" for 

the week beginning April 2, and substituted 

a dual revival bill, "Roman Holiday" and 

"Shane," at the downtown first run Allyn. 

Promotion of New Book 

Started Before Film 

BOSTON— A new long-range technique 

motion picture publicity is being carried 

out jointly by Stanley Kramer Productions 

and United Artists, marking the first time 

that a film company has entered the field 

of sales promotion for a book that will be 

brought to the screen many months from 

now. The book is the best-seller, "Not as 

a Stranger," Morton Thompson's 948-page 

story of a doctor who was destined to follow 

the practice of medicine almost from the 

day he was born. At the present time, the 

book is at the top of the best-selling fiction 

lists. 

KRAMER'S NEXT FILM 

"Not as a Stranger" has been purchased 

by Kramer to be made into his next picture 

for release by United Artists. It follows 

"The Caine Mutiny." Under normal conditions, 

nothing would be done by a motion 

picture producer or distributor to promote 

a film still in the blueprint stage and more 

than a year away from its first showing on 

a screen. But both Kramer and United 

Artists are convinced that every person who 

reads "Not as a Stranger" today will be a 

future customer at the boxoffice. 

During the last few weeks, Kramer has 

made personal visits to bookstores in a number 

of cities autographing the book for purchasers, 

acting in the capacity of the author 

Morton Thompson, if he had lived. The 

author died of a heart attack at the age 

of 45, before publication if his book. In his 

visits to cities, Kramer was interviewed by 

book editors and book critics and made appearances 

on radio and television programs. 

The spurt of sales in areas he visited convinced 

him that he had tapped a vein that 

was rich in potential filmgoers. 

DICK WEAVER SUBSTITUTES 

When the pressure of business forced 

Kramer to relinquish his role of traveling 

ambassador for the book, the idea was not 

abandoned. A substitute was rushed in to 

take over. He is Dick Weaver, formerly on 

the staff of the Theatre Guild. Weaver selected 

Boston as his first city to visit per- 

.sonally, concentrating on the bookstores, city 

desks, editors of book departments, feature 

newspaper writers and columnists. 

He said "Boston is known as one of the 

leading book-reading cities in the country. 

It is the mecca of the publishing business and 

a big newspaper community. I am spending 

a week here and have met with only favorable 

response from the local bookstores." 

He is working solely in the promotion of 

sales of copies of "Not as a Stranger." He 

spoke to literary groups, was interviewed over 

the air. arranged for special editorials on 

material from the book, and set up panel 

discussions over the radio among book editors. 

With Kramer and United Artists, he 

is convinced that keeping the book at the 

top of the best-selling lists will pay off at 

the boxoffice a year from now when the film 

version is on the market. 

MGM Exploiteer Huddles 

HARTFORD—Floyd Fitzsimmons, exploitation 

representative for MGM, huddled with 

Lou Cohen, Loew's Poli. on "Julius Caesar" 

and other product. 

in 

104 

BOXOFFICE : 

10, 1954

from 

the pe'"sonne\ 

at 

^\£^^' 

BOSTOH AHO H^v£^^ 

EXCH /s^MGES 

tVê 

in^^ wish to thank the 

UA EXHIBITORS 




to 

make this, 


the greatest 



D^NNiygf?^

. . Reopening 

. . . Manager 

Teenagers Feel TV No Rival to Movies 

PROVIDENCE—The first teenage forum 

ever held in this city took place recently in a 

conference room of the Providence Journal, 

under the supervision of Lucille Elfenbein, 

woman's editor of the Evening Bulletin. A 

lively gab fest lasting two and a half hours, 

dealing with everything from entertainment 

to food, ethics in sports, and the problems of 

drinking, driving and little brothers "tagging 

along," brought out some significant 

facts. 

Intelligent, lively, hep characters, including 

cheer-leaders, club presidents, class officers, 

student government participants, representative 

high school leaders, all let their hair such shining stars of the air waves as Martin 

patronage for motion picture theatres. When 

down, allowed themselves to be polled, and and Lewis hit local screens, teenagers hit the 

moderately partook of refreshments. 

boxoffice in goodly numbers. 

HARTFORD 

^rs. Ernie Grecula, wife of the Colonial Republic color drama. In addition, he had 

manager, has been recuperating from models in western garb perched atop a covered 

wagon in the downtown area. 

surgery 

. the Sky-Vue Drive-In, 

Torrington, Doug Amos, Hartford division 

manager, Lockwood E. 

& Gordon M. Loew, 

Theatres, 

head 

offered 

free gas coupons to patrons 

of the E. M. Loew circuit, 

was in 

to run 

town visiting 

car 

George Landers, division 

heaters . . . Maurice Shulman, Shulman 

manager 

. . . The Sampson & Spodick interests 

Theatres, got special newspaper breaks 

launched 

on 

a new dinnerware giveaway 

his second Cinemascope at the 

booking, "How Empress, 

to 

South Norwalk . . . Paul 

Marry a Millionaire," 

Tolls, 

at the Webster. The 

Kounaris & Tolls Theatres, proudly 

Barry Square showplace reports 

is the only 

election 

metropolitan 

Hartford theatre offering 

of his daughter Kate as 

treasurer 

four-channel 

stereophonic sell sound. 

Sage college. Miss Tolls also plays 

of her campus residence at Rus- 

the 

The former VVestport home of silent screen 

personality William S. Hart has been purchased 

by Mrs. Dudley L. Wadswprth of 

Westport from the county of Los Angeles, 

Calif., for $26,000. Hart bequeathed the 100- 

year-old dwelling to Los Angeles county in 

his will. He lived in Connecticut for several 

years prior to moving to the Pacific coast. 

Last occupied by Hart's sister Mary, the 

landmark had been unoccupied for 15 years. 

Ann Hicks is the new candy attendant at 

the Strand, Winsted, replacing Dorothy 

Bleuher, who resigned . . . Roberta Burdick 

of Tacoma, Wash., was named cashier at the 

Colonial . . . Abe Bernstein of UA field exploitation 

team was in the territory on "Act 

of Love." 

Visitors were Roy Jones, in Hartford, 

Springfield and Worcester, with MGM's 

"Julius Caesar," and Ted Holt, staff engineer, 

Loew's Poli-New England Theatres . . . Morris 

Keppner, Burnside Theatre Corp., East 

Hartford, was in New York on business . . . 

Ed O'Neil, general manager, T&D Markoff 

Theatres, Colchester, was a Hartford visitor; 

ditto, Sperie Perakos, general manager, 

Perakos Associates, New Britain. 

State and city and town officials of New 

Britain and Plainville will attend the April 

14 opening of the $200,000 Plainville Drive-In, 

being built by Perakos Theatre As.?ociates. 

The 950-car project is the initial outdoor 

unit for the seven-theatre circuit. It will 

have a 114-foot-wide CinemaScope screen. 

Opening attraction now is being set. A manager 

will be announced soon. 

Ray McNamara, AUyn, renamed Ti-umbull 

street "Jubilee Trail" with his booking of the 

For all of the complaints by motion picture 

exhibitors about audiences falling off 

due to television, teenagers claim they are 

very loyal to the movies. As the saying goes, 

while they might not, said they, walk across 

the street to see a TV celebrity, but a movie 

star . . . that's different. They, the students, 

do not think of TV as movie competition. 

"Tilings that come into the home are not 

very glamorous. TV stars give commercials 

and everything, but movie stars don't," was 

the agreed verdict of the majority questioned. 

Without realizing it, TV has been creating 

violin in the Rensselaer Polytechnic Institute 

orchestra. 

George Landers, division manager, E. M. 

Loew Theatres, and Mrs. Landers plan an air 

trip to San Francisco this summer to visit 

their son-in-law and daughter, Dr. and Mrs. 

Ben Vicas. 

LYNN 

g 

M. Loew has purchased land on the site 

of his open-air theatre on Lynnway from 

the city of Lynn for $45,000. He formerly paid 

$6,000 annual rental. A new screen has been 

installed and a few alterations will be required 

because of construction of a new state 

harbor boulevard to Nahant Beach. 

Arthur Murch, former assistant manager of 

the Paramount and more recently manager 

of the North Shore, Gloucester, resigned to 

enter the insurance business in Gloucester. 

His successor is Joseph Bryant from Lowell 

James Davis, Paramount, has 

arranged an extensive advertising campaign, 

including street novelties for Walt Disney's 

"Pinocchio," opening April 15. 

. . . 

The Saugrus Drive-In opened with Morris 

Sidman from the open-air theatre at Adams 

as manager, and Robert Desmond as cashier 

John Cooper, former assistant at the 

Colony in Lynn, is now on the staff of the 

Stuart in Boston. 

Louis de Wohl has been signed to develop 

the historical drama, "Alexander the Conqueror," 

for 20th-Fox release. 

^^'^^^ ^^'^"^ Houses 

Sel New Dimes Record 

PROVIDENCE—Forty theatres in Rhode 

Island collected the record-breaking total of 

$16,187.95 from their audiences for the 1954 

March of Dimes, Edward M. Fay, Providence 

county chapter chairman for the National 

Infantile Paralysis Foundation and theatre 

chairman for the March of Dimes, has revealed. 

Topping all Providence and Rhode Island 

houses and establishing a new alltime record 

was Loew's State, with a grand total of $3,- 

599.79. Second place in the area went to the 

Majestic with $2,195.30, while the Albee 

wound up third with $1,520.50. 

Providence neighborhood theatres were led 

by the Hope, east side district, which collected 

$383.94; the Castle, Mount Pleasant 

section, with $363.89. and the Elmwood, with 

$333.52. In the special class, the Avon Cinema, 

swank art house located in the heart 

of the rich east side, took top honors with 

some $679.70. 

The Pawtucket Strand ran away from the 

field in that city, with Harold Lancaster 

hanging up a record $503.77. In second place, 

the Broadway collected a mere $69.35. 

In Woonsocket, the New Park total of 

$567.25 just nosed out the Stadium's $511.23. 

Third-place honors were taken by the Laurier, 

with $127.65. The Opera House in Newport 

set a new high with $700.66. taking top 

honors, while the Strand, with $354.83, battled 

it out with the Paramount, $332.50, for second 

place. 

Out-of-town houses that established new 

records included the Park, Cranston, $302.31; 

Greenwich, East Greenwich, $253.00, and 

Lafayette, Central Falls, $239. 

PROVIDENCE 

n Imost to the day, spring arrived with the 

balmiest weather of the year, which did 

much to stimulate business at the surrounding 

open-air theatres. Only Loew's Drive-In 

at the Providence-Pawtucket city line remains 

closed. There was some conjecture 

that the pioneer in the open-air bizsiness in 

this area might not operate this season. 

Because of storm damages and other detrimental 

reasons, it was rumored at the close 

of last year's operation, major improvements 

would have to be made before another season 

was inaugurated. 

'Phantom' Dated at Seven 

HARTFORD—Warners' "Phantom of the 

Rue Morgue" opened day-and-date at the 

Strand. Hartford; Avon, Stamford; Warner 

and Merritt, Bridgeport; Strand, New Britain; 

Empress, Danbury; Palace, Norwich, accompanied 

by a heavy promotion campaign. 

New Theatre Supply Firm 

WINDHAM. ME.—Joseph Rattee, former 

theatre projectionist, and W. T. Ma.son, Portland, 

have entered the theatre supply business, 

setting up the N. E. Tlieatre Supply Co. 

& Sound Service here. The new company 

phone number is Windham 197-4. 


4 PROVEN BOXOFFICE BONANZAS! 

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WE HAVE OVER 900 PRINTS IN THIS EXCHANGE 

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BOXOFFICE : 

: AprU 10, 1954 107

. . Morris 

NEW HAVEN 

T ou Schaeffer, onetime manager of the 

Paramount here, is now in a similar post 

at the New Meriden . Alderman, 

former booker at the 20th-Fox exchange, has 

taken a sales position in Miami Beach . . . 

Area drive-ins, mostly on a midweek opening 

or a full-week schedule, were covered by 

a midevening fall of snow the last day in 

March. 

. . . 

Art Edman, New Haven-Albany district 

manager for National Screen Service, returned 

from a Daytona Beach vacation 

A pairing of "Roman Holiday" and "Shane," 

made by Sampson & Spodick for the Crow-n 

before the Academy awards presentations in 

the belief that one or both would get some 

Oscars, has been drawing standing room 

crowds. The bill was held for a second week. 

Phil Gravitz, MGM manager,' celebrated his 

24th anniversary with the company (1) . . . 

Edwina Serfilippi Petrillo. ex-booker's stenographer 

at 20th-Fox, has become a mother 

for a second time ... All 11 houses in the 

Loew'"s Poll circuit are getting their annual 

springtime painting of marquees and other 

exterior 

areas. 

The testimonial dinner for RKO Manager 

Barney Pitkin at the Waverly Inn, Cheshire, 

now is definitely set for May 4. It was originally 

slated for April 27, but was changed 

because the Probus club, of w'hich Barney is 

past president, is having a dinner the same 

night . . . Jules Liggett of Liggett & Ploran 

is ill at his home. Filmrow friends can write 

to him RFD 2, Newburgh, N.Y. 

. . . Whalley here 

The wife of Jack Schmitzer, RKO representative 

on assignment at New Haven 

branch, lost a diamond ring in the Hotel 

Garde, where they were staying. They had 

been here since the end of January, and the 

incident occurred just a few days before 

Jack went on to Detroit 

and Whitney, Hamden, offered Ray Heatherton, 

the "Merry Mail Man" of TV, accompanied 

by Spaceman and Colonel Venture, 

both on his show, in stage programs (10 1. 

Lou Brown, acting division manager for 

Loew's Poll during Harry Shaw's vacation, 

was in Worcester and Springfield . . "Julius 

. 

Caesar," originally due to open at the Majestic. 

Bridgeport (22), has been moved to 

the bigger Poli there (May 1) . . . Lights 

will go on for one night at Loew's Bijou here 

(5) when George Shearing and his quintet 

will be presented under sponsor;hip of 

George Wien of Storyville, Boston. 

Milton Hyams, formerly with MGM home 

office in New York, has joined the office 

staff at the New Haven exchange. 

BRIDGEPORT 

. . The 

. 

lânager James Tobin of the Warner celebrated 

a birthday anniversary . 

day after Academy awards, the Beverly and 

Hi-Way booked "From Here to Eternity," to 

be followed by "Stalag 17" and "Roman 

Holiday" 

chestra 

. . 

man 

Charles 

at Loew's 

Ferron, 

Lyric, 

former 

was in 

or- 

St. 

Vincent's hospital following a heart attack 

. . . Projectionist John Connor observed a 

birthday. 

. . 

. . . Manager 

Sportsmen group rented the Colonial Theatre 

Dean 

for two-day sportsfilm show . Brown, husband of Dorothy Peddle Brown, 

is a patient in the Veterans hospital in West 

Haven. Mrs. Brown was formerly on the 

staff of Loew's Poli Theatre 

Harry A. Rose of Loew's Majestic screened 

"Julius Caesar" on a Saturday morning for 

teachers and other invited guests. 

PORTLAND 

Oubject of a special newspaper article was 

the interesting way in which Manager Nat 

Silver of the Strand makes good use of lost 

and found articles, unclaimed after a threemonth 

period. He sent several shipments of 

100 pounds of the clothing to Korea for 

refugees. The Strand featured a contest, 

"Holiday-ism," in behalf of "It Should Happen 

to You." 

The Cape Theatre is giving free Governor 

Clinton Safedge tumblers to the women at 

Monday afternoon and evening performances 

The Maine Theatre has a new series 

. . . 

for children on Saturday mornings . . . The 

Empire conducted a "Why I Like to See 

Pinocchio" letter writing contest with portraits 

of Pinocchio as prizes. 

HANDY SUBSCRIPTION ORDER FORM

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ORDINARY 

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Distributed by 

EMBASSY PICTURES 

CORP. 

19 WINCHESTER ST. 

BOSTON 16, MASS. HU 2-3325 

"SS^ 

Sg^Tg 

^ DIRECTED BY 

^ 

BOXOFFICE : 

: April 10, 1954 

109

. . Dominic 

. . 

. 

R 

. . Eliot 

WORCESTER 

\X/ith the town still aroused over its 

national championship basketball team 

at Holy Cross college, Manager Johnny Dirienedetto 

of Loew's Poli capitalized on the 

fact that his newsreel contained shots of 

the playoff game . . . Manager Leo Lajoie 

of the Capitol is still waiting for the opportunity 

to use his stereophonic sound system, 

installed several months ago. 

. . . 

The former Bijou in Ware, closed many 

years, has been torn down. Seats and other 

equipment were sold to A. J. Bessette by 

Louis H. Kaplan, manager of the Kaplan estate. 

The only theatre remaining in the 

town is the Casino, managed by Bernard J. 

Satz The Capitol's staff, riddled for a 

week by illness, is intact again. 

The world's only Maureen O'Hara Fan club 

(according to Miss O'Hara) held its annual 

St. Patrick's day party at El Morocco restaiu-ant. 

with Paul Aboody as host and Dr. 

George C. Dowd toastmaster. John Di- 

Benedetto of the Poli was re-elected secretary 

. . . Manager Joseph Bresnahan of the 

Orpheum in Gardner reports a Cinemascope 

screen 36 feet wide has replaced the former 

16-foot 

screen. 

A hearing was called by the selectmen of 

Auburn on the petition of Ralph J. Conroy 

to operate a drive-in at the former Auburn 

airport on the Southwest cutoff . . Alexander 

. 

H. Woolf, former manager of the 

Family 

and Olympia here, has resigned as sales 

manager of the Automobile Legal Ass'n in 

Bridgeport, Conn., and has joined the I. L. 

Hartenberg insurance agency. 

. . . 

Loew's Poli sponsored a private preview 

of "Julius Caesar" at the Elm Street, with 

a large turnout of invited guests. The theatre 

will grant discounts to all children and 

college students during its regular run 

Jacques Aubuchon, film actor seen most recently 

in "Beneath the 12-Mile Reef," visited 

his family in Fitchburg on the way to Canada 

for a film job. 

The Elm Street was taken over by the Vera 

Green shop for a fashion show for the benefit 

of the safety council ... "The Indoor 

Sport," which tried out in nearby Sturbridge 

last summer, will open in New York April 28 

in a theatre converted from the former Diamond 

Horseshoe, night club. 

. 

Phil Levine, chief projectionist at the 

PljTnouth, suffered a heart attack, and was 

removed to City hospital. Almost simultaneously, 

Arthur Sullivan, also an operator 

at the Plymouth, was taken to the hospital 

with a similar complaint Turturro, 

owner of the Elms in Millbury, has 

started a giveaway of encyclopaedias and 

dictionaries . . . Phil Callon is in the booth 

at the West Boylston Drive-In. 

Business has been booming here. Cashing 

in on all the publicity attendant on the 

Academy awards, the Plymouth racked up its 

best week of the season on a revival of "From 

Here to Eternity." At the Capitol, "The 

Glenn Miller Story" hit the biggest gross 

since the city's first 3-D film, "B'wana Devil" 

. . . Charles Murphy has joined the Marlboro 

In 

that city. 

There'll be plenty of summer stock com- 

First to open the season 

panies In this area. 

— 

— 

— 

— 

— 

— 

be the Red Barn in Westboro, which has 

will 

picked "Bell, Book and Candle" for the premiere 

April 20. Sid Sawyer is manager and 

Bill Hart, director Marion, formerly 

. 

of the Whalom in Lunenburg, has joined a 

New York advertising agency . . . Lou Brown 

of New Haven was a visitor at Loew's Poli. 

A Boston concern has contacted Marlboro 

city officials regarding the possibility of 

building a $60,000 drive-in theatre on the 

Glimpsed in the 

Boston Post road there . . . 

audience at the Poli for "Julius Caesar" was 

Leo Lajoie, manager of the Capitol, who confessed 

that 25 years ago he portrayed Mark 

Antony in a St. John's high school production 

of the drama. 

Bill Martin, manager of the Merry-Go- 

Round Theatre in Sturbridge, is leaving that 

house to take over his own spot in central 

Massachusetts, but won't say where . . . Mike 

Haddad, former stagehand at the Elm Street, 

joined the cluster of Worcester backstage 

help located in Chicago with touring units. 

Mike, who moved to Texas last year, is props 

man with the Houston Symphonic orchestra. 

Naked Jungle Leads 

— 

Boston With 125% 

BOSTON—"The Naked Jungle" pulled down 

the biggest gross of the week at the Metropolitan, 

while "It Should Happen to You" was 

above average at the twin Loew's theatre but 

was not held. 


Astor The Long, Long Trailer (MGM), 5th wk... 75 

Beacon Hill The Living Desert (Disney), 8th wk.. 75 

Boston This Is Cineromo (Cinerama), 13th wk... 95 

Exeter Street The Conquest of Everest (UA); A 

Queen's Royal Tour ;UA), 4th wk 90 

Memorial The Glenn Miller Story (U-l), 4th wk. . . 85 

Metropolitan The Noked Jungle (Para), Highwoy 

Dragnet (AA), 9 days 125 

Paramount and Fenway She Couldn't Say No 

(RKO); Mon in the Attic (20fh-Fox) 100 

State and Orpheum It Should Happen to You 

(Col), Charge of the Lancers (Col) 110 

Academy Awards Bring Top 

Score in New Haven 

NEW HAVEN—The Academy awards stimulated 

interest in a pairing of "Roman Holiday" 

and "Shane," which more than doubled 

the normal business at the Crown. Another 

standout here this week was the combination 

of "Top Banana" and "Wicked Woman." 

Loew's 

College 

Three Young Texans (20th-Fox); 

Street With No Nome (20th-Fox), reissues 100 

Crown Roman Holidoy (Para); Shane (Paro), 2nd 

runs . ' 225 

Lincoln Genevieve (U-l) 200 

Paramount Soskatchewon (U-l); Monte Carlo 

Baby (Filmakers) 90 

Loew's Poll Night People (20th-Fox) 85 

Roger ShermorT Top Banana (UA); Wicked 

Woman (UA) 120 

"People' and 'Eternity' Hit 

High Hartford Marks 

HARTFORD — Downtown holdovers included 

"From Here to Eternity" and "Night 

People." 

Allyn—Shone (Para); Roman Holiday (Para) 110 

Art—The Conquest of Everest (UA) 100 

E M Loew From Here to Eternity (Col); Monte 

Carlo Baby (LP), 2nd wk 145 

Poll Julius Caesar (MGM) 1 00 

Palace Night People (20th-Fox), 2nd wk 150 

Strand Phantom of the Rue Morgue (WB); Killers 

I 

From Spoce KO) 1 25 

Ed O'Neill Visits Hartford 

HARTFORD—Ed O'Neill, general manager, 

T&J Markoff Theatres, Colchester, was a 

local 

business visitor. 

SPRINGFIELD 

•pevival of the 10-cent admission for children 

was the only major change in local 

theatre admissions resulting from the excise 

tax reduction. This was the action 

taken by the Arcade, an independent, 

which now admits children for a dime 

up to 1 p.m. Monday through Saturday. 

The same house, in line with other neighborhoods, 

cut its regular admission from 65 

or 60 cents to 50 cents, but the first runs 

held to admissions of 85 and 90 cents, with 

children admitted for 35 cents. Sam Goldstein, 

Western Massachusetts president, has 

advanced the belief that an increase in patronage 

would more than better whatever 

advantage the first runs hope to gain by 

keeping their admissions up. 

Local participation in the "Julius Caesar" 

Rome contest, along with Worcester, Hartford 

and Bridgeport, made page one in the 

local dailies, and public interest remained 

high all through the campaign, sparked here 

by George E. Freeman, Loew's Poli manager. 

Participating on the board of judges was W. 

Harley Rudkin, film editor of the Daily News: 

Adm. John F. Hines, president of American 

International college: Donald C. Stone, president 

of Springfield college, and Mrs. Charles 

P. Morris, president of the Springfield Motion 

Picture Council. Pi'ior to the regular opening. 

Freeman screened "Julius Caesar" for 

an invited audience of educators, critics and 

church and civic leaders. 

Harry Weiss came here ahead of UA's "Act 

of Love," substituting for Joe Mansfield, 

whose father died . . . The Victoria, Chicopee, 

is newest among local houses to install 

a panoramic screen . . . Edward G. Robinson 

is working as part time usher at the Capitol. 

The namesake of the Warner star is 16, a 

native of this city and a high school junior. 

Joseph Riley, Paramoimt assistant, and 

June Jasmin, formerly on the staff, had a 

New York honeymoon after theu- recent marriage 

Norman James, formerly of the 

. . . Paramount, is new assistant at the Bijou . . . 

Wally Beach, former Court Square assistant, 

wrote local friends to drop in and see him 

at the Central Park Ti-anslux, where he is 

manager . . . Mi\ and Mrs. Al Anders are 

back from Florida vacation. He owns Bijou 

building. 

W. Harley Rudkin, Daily News film editor, 

was speaker at the annual meeting of the 

women's auxihary of the Hampden County 

Medical Ass'n. 

Guy Mitchell Appears 

At State in Hartford 

HARTFORD—Here for a two-day State 

Theatre vaudeville booking, singer Guy 

Mitchell told reporters that he will leave 

soon on a fom--month European personal 

appearance tour. On his return to the U.S., 

Mitchell joins Alan Ladd in a color western, 

to be produced in California. 

Mitchell has appeared in two films, "Red ^ 

Garters" and "Those Redheads From Se- jh 

attle," both Paramount releases. ^ 

Jim McCarthy to Boston 

HARTFORD—Jim McCarthy, Stanley Warner 

Connecticut district manager, left for 

further surgical treatment in Boston. 

110 


. . Ernie 

OTT A W A 

Klthough record low temperatures were being 

experienced by Ottawans, the Auto- 

Sky Drive-In prepared to open for the season, 

it is an operation of Ben Fi-eedman and 

Manager Clarence Chamber- 

associates . . . 

Iain of the Glebe staged a Bugs Bunny review 

Saturday for the juveniles with admission 

of 15 cents. Considerable extra publicity 

was secured by Manager Jim Chalmers 

of the Odeon for "Personal Affair" by 

the presentation of the Dominion fashion 

show Friday night (2) in a tie-in with the 

Dominion House Furnishing Co. which used 

large three-column display space in the 

dailies. The theatre lobby had an array of 

window models for apparel. 

. 

Manager T. R. Tubman of the Capitol made 

a break Monday night (5) in the run of "Quo 

Vadis" for a stage concert of the Stuttgart 

Chamber orchestra Warren, manager 

of the dual Elgins, had two holdovers. 

One was the third week of "Hobson's Choice" 

at the Little Elgin while the main theatre 

was showing a repeat of "From Here to 

Eternity" for a second week . . . Bill Cullum 

of the Regent cashed in on the Academy 

awards excitement with a nice run of "Escape 

from Fort Bravo" starring William Holden, 

Oscar winner. 

A Bargain hour was arranged at the Elmdale 

last Saturday when Manager Fred Leavens 

started the regular program at 10 a.m. 

with an admission of 25 and 10 cents. The bill 

was topped by "Veils of Bagdad" ... A familiar 

figure at Variety tent functions, H. H. 

Popham has been elected 97th president of 

the Ottawa Board of Ti-ade. He is also the 

head of the Ontario Crippled Children's Society 

and, as such, is actively interested in the 

Variety Village at Toronto. 

It didn't take long for another winner to 

come up for the $2,550 prize night of the 

seven independent theatres in Ottawa, the 

award being announced by Manager Frank 

Gallop at the Centre. The winner was F. G. 

Heyendal who is an employe of the income 

tax division in the Dominion government. 

"It's tax free," he said. Mrs. Heyendal 

thought it was an April Fool joke at first. 

Commissioner A. W. Trueman of the National 

Film Board is making quite a few 

appearances as a speaker. His current engagements 

included an address before a 

group in Chicago. He spoke at a dinner 

April 8 of the 34th annual convention of 

Imperial Order Daughters of the Empire in 

Hamilton. Tire Chicago function was the 

Golden Reel awards banquet Friday (2). 

No Statement From IFD 

On Second 'Luther' Ban 

TORONTO—No immediate statement was 

forthcoming from International Film Distributors 

here over the second rejection by 

the Quebec board of censors of the controversial 

picture, "Martin Luther." 

The feature was reviewed on appeal by the 

Quebec board, but Chairman Alexis Gagnon 

said that the opinion of the censors in that 

province was unchanged. The picture is 

handled in Canada by IFD, of which Douglas 

V. Rosen is general manager. 

'Rob Roy' and 'Desert' 

Top Toronto Grosses 

TORONTO—A delayed-action winter disturbance 

retarded the week's theatre business, 

particularly at night, and other factors 

were income tax payments and Easter shopping. 

Best percentage grossers were "Rob 

Roy" at the Imperial and "The Living Desert" 

at the Towne. "The Glenn Miller Story" held 

for a sixth week at the Uptown. 


Eglinton, UnivGrsity Jivoro (Paro) 100 

Kyland—The Lavender Hill Mob (JARO) 95 

Imperial Rob Roy, the Highland Rogue (RKO)..120 

Loew's Rose Marie (MGM), 3rd wk 110 

Nortown Dangerous Mission (RKO), 2nd d. t. wk. . 100 

Odeon Bod for Eoch Other (Col) 105 

Shea's— His Mojesfy O'Keefe (WB) 115 

Tivoli, Capitol From Here to Eternity (Col), 

2nd wk 100 

. 

Towne The Living Desert (Disney), 2nd wk. . . . 1 20 

95 

Uptown The Glenn Miller Story (U-l), 6th wk. . 

Lenten Slump Hits Grosses 

At Vancouver Houses 

VANCOUVER—The usual Lent and income 

tax complaints were being blamed for the 

slump here. Most houses held at par or above, 

but two new entries did not prove as strong 

as expected. "Beat the Devil" and "The Command" 

were both out after six days of below 

average business. "From Here to Eternity" 

at regular prices gave the Plaza and Park 

smash business. 

Capitol The Command (WB) Fair 

Cinema Conquest of Cochise (Col), Monsoon 

U A) Moderate 

( 

Orpheum Shane (Para) Average 

Paradise John Smith ond Pocahontas (UA) Always 

a Bride (JARO) Moderate 

Pork and Plaza From Here to Eternity (Col) 

Excellent 

Strand Man in the Attic (20th-Fox); Man Crazy 

(20th-Fox) 

Good 

Studio Julius Caesar (MGM), 4th wk Good 

Vogue Beat the Devil (UA) Fair 

Third Floor Added 

OTTAWA—Graeme Fraser, vice-president 

of Crawley Films, reported the company 

made a last-minute decision to add a third 

floor to the addition being erected to the 

head office on Fairmont avenue here. The 

expansion means that the floor space of 

the present quarters will be quadrupled. 

Crawley's equipment sales department, including 

office of Manager Earl Valley, has 

been moved to larger premises at 

1214 Wellington 

street. 

Canada's First 'Tube' 

Opened at Toronto 

TORONTO—Canada's first subway 

opened here last week, was liept busy 

by excited Toronto people who stormed 

the entrances along the 4 '4 -mile route 

for the first thrill of a ride in the "tube." 

Owners of the various theatres or the 

subway line were not sure what the result 

would be, particularly because the 

surface trolley cars above the underground 

were immediately discontinued. 

Not only that, but the city transportation 

commission started right in to rip 

up the rails on Yonge street, which meant 

that the thoroughfare was blocked as 

it has been for months during the construction 

of the subway. Little traffic 

was noted on downtown Yonge street even 

during rush-hour periods because most 

people were "downstairs." 

MAYOR VIEWS 'DESERT'—Toronto 

Mayor Lamport, second from right, is 

shown above with RKO Manager Meyer 

Nackimson, left; District Manager Jack 

Labow and Towne Cinema Manager 

Barney Simmons at a special screening of 

Walt Disney's "The Living Desert." Also 

attending the screening were science 

teachers, high school principals, professors 

from Toronto university, newspaper 

representatives, TV and radio commentators 

and sports club officials. The picture 

opened with a $1,300 biggest singleday 

gross in the 693-seat house. 

Montrose Theatre Opens 

In Suburb of Montreal 

MONTREAL—A new theatre, the Montrose 

on Belanger street in suburban Rosemount, 

opened Thursday (1). A reception was held 

following the opening, with Elie N. Tabah 

and Louis Donolo, leading figures in the new 

project, as hosts. 

The Montrose is air conditioned and is 

equipped for Cinemascope and stereophonic 

sound. It is the second house in Montreal 

equipped to run Cinemascope. 

The inaugural program featured 20th-Fox's 

Cinemascope production, "Beneath the 12- 

Mile Reef." The theatre will have continuous 

daily presentations from 1 p.m. to closing, 

and prices advertised ranged from 55 cents 

for matinees to 75 cents evenings. 

First Toronto Drive-In 

Opens for Season on 1st 

TORONTO—The fii-st open-air theatre to 

reopen for the season in this area was the 

Dufferin, hghted by A. I. Rosenberg April 

1 with "Country Fair" and "Atomic City." 

Business was good although the weather was 

h-rdly propitious. 

Incidentally, the reopening coincided with 

the start of the new theatre-license year of 

the Ontario government under the latest 

theatres act. 

'Shane' in 7-Theatre Run 

TORONTO—A group of seven Famous 

Players units reported excellent business with 

"Shane" as the Show of the Week. The lineup 

comprised the Alhanibra, Beach, College, 

Parkdale, Runnymede, St. Clair and Palace. 

The three Odeons, Danforth, Pairlawn and 

number, joined for a moveover engagement 

of "The Sinner," this being a restrictedattendance 

picture with no person under 

18 years of age admitted. 

BOXOFFICE ; 

: April 10, 1954 111

. . Odeon 

. . The 

. . Bob 

. . Montreal 

. . Jack 

; a 

VANCOUVER 

T5oy McLeod of the Odeon-Ha.stings made 

two fine tieups with Canadian Pacfiic airlines 

and the Libby Co.. which included free 

orchids, flower leis, large color blowups of 

Hawaii and pineapple giveaways for his 

showing of "Return to Paradise is 

. 

equipping the Vogue here and the Grand in 

Calgary for Cinemascope and is expected 

to open with "King of the Khyber Rifles," 

baiTing equipment and delivery troubles, for 

the Easter holidays . . . Competition is keen 

St Mission in the Fraser Valley with both 

theatres playing Hollywood night, Foto-Nite 

and dish giveaways every night of the week. 

Business is reported as fair. 

The Paramount Drive-In at Burnaby is the 

. . . 

. . 

. . . Bill 

first ozoner in western Canada to install 

Cinemascope, wide-screen and 3-D equipment 

Frank Marshall, manager of the 

eastside Lux, has a sideline, booking stage 

Many 

shows for local organizations 

theatre managers have put over full pages of 

cooperative advertising in connection with 

the advent of their wide screens 

Baillie of the Famous Players art shop is 

building some standout fronts for FPC downtown 

theatres . . . Peter Jorgensen was convicted 

in the assize court of setting fire to 

his Vancouver film-processing plant in 1950 

and was given three years. 

MR. EXHIBITOR 

I I I I 

• • • 

We now/ have a library of good 40- 

second sound trailers (odfilms) for 32 

different business classifications, covering 

every type of merchant in your 

tow^n. 

We can tie in the merchant's name, 

slogan, etc., with appropriate voice 

message and SELL this service for you 

LOCALLY and PROFITABLY in English 

or 

French. 

Our trailers run a full week in each 

theatre at every performance and we 

hove enough DIFFERENT subjects to 

give maximum 26-week program 

during the year. 

For CONSISTENT extra revenue— at no 

extra cost 

Write, wire or phone 

FRED T. 

General 

ADFILMS 

STINSON 

f^


UA EXHIBITORS 

circuit

. . Northmain 

. . Tentative 

WINNIPEG 

. . . 

p'laine Marilyn, daughter of Mrs. Morton 

and the late Henry Morton, was married 

recently at Shaarey Zedek to Dr. Percy 

Goldberg Children 14 years and under 

will not be allowed in the Roxy and Princess, 

Melville, Sask., unless accompanied by their 

parents. Manager Hugh Vas.sos imposed this 

rule after continuing vandalism came to a 

climax with the release of three live sparrows 

in the auditorium of one of the houses on a 

Saturday evening. Vassos also issued a warning 

to students, saying that he would ban 

them if they continued to behave in rowdy 

fashion. Seat-slashing, cover-tearing and deliberate 

kicking at restroom walls continued 

r 

Save on These 

De Luxe 

DRIVE-IN 

RCA 

^ 

SPEAKERS 

"Starlite" De Luxe RCA Speakers v»/ith 

"CAST-IN HANGER" on Junction Box- 

Here is a lower cost unit made up of 

the "Starlite" finish speaker and a 

junction box ingeniously designed to 

eliminate baskets. The speakers, when 

not in use, are securely suspended on 

the junction box by a specially designed 

"cost-in hanger." Super-safe 

cable. Exceptionally low priced for de 

luxe equipment. 

PERKINS 

ELECTRIC COMPANY LIMITED 

Head 

Office: 

1197 Phillips Place, Montreal, Quebec 

Telephone: Lancaster 2154 

Branches 

at: 

Moncton, Toronto and Vancouver 

Distributors for R.C.A. Theatre Equipment 

throughout Canada, also 

dealers 

in Concession equipments, direction 

signs, playground oparotus, electric 

hand-dryers. 

For anything concerning a drive-in or 

indoor theatre please contact your 

nearest Perkins office. 

J 

unabated even after newspaper appeals. 

The 90-seat Smiley in Smiley, Sask., will 

be Canada's smallest 35mm house when it 

is completed in June. Being built by J. Dobney. 

the theatre is the first in this village 

Nipawin Theatres of Regina, 

of 200 . . . 

which Leonard Reinhorn heads, will erect 

a two-story restaurant and banquet hall 

next to the Nortown Theatre, which I. Reinhorn 

operates. Reinhorn and his son recently 

entertained government and civic officials 

and others at a preview of "Royal New Zealand 

Tour" in the Roxy, Regina. 

The Winnipeg branch of United Arti.sts is 

leading the third group in the 35th anniversary 

sales drive, reports Manager Abr Feinstein 

Manitoba censor Merlin Newton 

. . . emphasized that private exhibition groups 

organized on a nonprofit basis are no exception 

to censorship regulations by requiring 

the Campus Film club of the University 

of Manitoba to submit its films. 

Until now it offered the names of the films 

it intended to exhibit. 

The State is showing an American-made 

Ukrainian opera film entitled "Cossacks in 

Stanley and Joe Zaba have started 

Exile" . . . 

construction on the Twi-lite Drive-In at 

Exhibitors in southern 

Wolseley. Sask. . . . 

Manitoba as well as those east, west and 

north within a 50-miIe radius of Winnipeg 

are not too happy about the concerted effort 

of Winnipeg TV stores, who hav? appointed 

sales representatives to saturate the countryside 

with TV sets on credit. 

During the run of "South Sea Woman" at 

the Garrick, Manager Dave Robertson pointed 

out in his ads that Burt Lancaster, star 

, . . 

. 

. . Just as the 

of "From Here to Eternity," winner of eight 

Academy awards, also was starring in his 

current filmfare Manager Lou Goldin 

reports good business with "Titanic" at the 

Beacon Drive-In owner 

Harry Silverberg is grooming his newly acquired 

son-in-law Dave Kaufman as ultimate 

manager of the ozoner . 

Academy awards were announced. Bill Novak 

was showing the special award short 

"The Merry Wives of Windsor," which is a 

prologue to "Knights of the Round Table." 

He made capital of it in his Capitol ads. 

Entries are pouring in 

by the hundreds in 

the $3,000 Film Family contest, which is 

drawing to a close in the Winnipeg Free 

Press. Conceived by critic Frank Morriss, the 

winter-long contest has a $1,000 first prize 

and 168 lesser prizes . . . Paramount Manager 

Syl Gunn screened "Knock on Wood." 

Manitoba's censorship standards are strict, 

members of the province's censor board told 

delegates to the 11th annual convention of 

the Manitoba Home and School federation 

Friday (2). Mrs. C. W. Ives and Mrs. H. D. 

Howell of the censor board said mor^' films 

in Manitoba are labeled "adult" than in any 

other province. "The film industry says Manitoba's 

standards are too strict," the members 

of the censor board told the delegates, 

who were discussing a resolution asking the 

censor board to review its standards of 

censorship of films for children. The convention 

was unanimous in asking for a better 

type of film for children. No representation 

was present from the industry. 

Lance Fuller will play the romantic male 

lead in "Turmoil." 

MARITIMES 

H t the Capitol, Pictou, N.S., thieves broke into 

the building in the early morning and 

practically wrecked the safe without opening 

it. Attempts to open a metal filing cabinet 

also failed, although the cabinet was badly 

damaged. A survey of the loss limited it to 

four packages of cigarets from a showcase 

in the lobby. Apparently the thieves used 

picks and hammers or both on the safe in 

the futile attempt to open it. Entrance to 

the building was made through a door at 

the rear. Herb Weiner discovered the break. 

He is manager. 

A theatre to seat about 350 will 

be started 

at Kedgewick, N. B., with the advent of 

favorable weather. The theatre will be built 

for P. Guerette of Kedgewick, which is in 

northern New Brunswick. Plans call for completion 

about midsummer . plans 

are under way for the filming in Newfoundland 

of a story on the cold war by Atlantic 

Films, St. John's. An English film producer 

is active in the preparations, and plans call 

for the use of English film players. Newfoundlanders 

and Nova Scotians will be used 

in the minor parts and as extras. Considerable 

secrecy is being manifested in the preparations. 

A drive-in will be built this .spring at Cambridge, 

N. S., by Hazel & Barkhouse, partnership 

active in the operation of standard 

theatres in the Canso Strait area, now being 

bridged for connection to the mainland of 

Nova Scotia and Cape Breton Island. 

A simultaneous opening has been arranged 

for the three drive-ins owned and operated 

by Franklin & Herschorn in the suburbs 

of St. John, Halifax and Sydney. The openings 

will be on April 16, the earliest ever 

for any of the three drive-ins. It is the first 

time all three have been set in operation 

on the same date. Preparations for the openings 

have been under way since late March. 

114 BOXOFFICE 

: 

: April 10, 1954

' 

— 

DOXOFFICE 

The EXHIBITOR HAS HIS SAY ABOUT PICTURES 

Sat., Sun. Weather: O. K.—Frank Sabin, 

Majestic Theatre, Eureka, Mont. Small-town 

and rural patronage. 

ALLIED ARTISTS 

Bored on Education (AA)—Reissue. Little 

Rascals Comedy. Repeat run on this onereeler 

and ten times the laughs we got out 

of an extra-good cartoon we ran with it. 

Played Fri., Sat.—Ben Spainhour, TwUight 

Theatre, Greensburg, Kas. Small-town and 

rural patronage. 

Private Eyes (AA)—Leo Gorcey, Huntz Hall, 

Bernard Gorcey. From all the laughter that 

I hear coming from the auditoriimi I'd say 

that this is one of the top Bowery Boys 

series. The "'boy's" ages are beginning to show 

on them, though. Doubled with "The Wild 

North" iMGM) in color. Played Fri., Sat. 

Weather: Misty and cool.—James Wiggs jr.. 

Tar Theatre, Tarboro, N. C. Small-town and 


COLUMBIA 

All Ashore (Col)—Mickey Rooney, Dick 

Haymes, Peggy Ryan. Here's an amusing 

musical comedy with a boxoffice title. They 

liked it—lots of laughs.—Frank Sabin, Majestic 

Theatre, Eureka, Mont. Small-town and 


METRO-GOLDWYN-MAYER 

Escape From Fort Bravo (MGM)—William 

Holden, Eleanor Parker, John Forsythe. A 

new slant on the cavalry-vs.-Indians theme. 

Well made with a good cast and nice color, 

it is worth a date. Nobody broke the doors 

down to get in to see it but then, that isn't 

unusual. Played Sun., Mon. Weather: Good. 

—Paul Ricketts, Charm Theatre, Holyrood, 

Kas. Small-town and rural patronage. 

Give a Girl a Break (MGM)—Marge and 

Gower Champion, Debbie Reynolds, Helen 

Wood. A musical—and we just can't sell them, 

now. There was a time when this type drew, 

but not any more and we lost money on a 

three day run. Played Tues. through Thurs. 

Weather: Fine. — Mayme P. Musselman, 

Roach Theatre, Lincoln, Kas. Small-town and 


Jeopardy (MGM) — Barbara Stanwyck, 

Barry Sullivan, Ralph Meeker. An excellent 

sleeper that did good business for us and 

should for all situations irrespective of size. 

It has drama, excellent suspense, that had 

our audiences sitting tense, and outstanding 

performances by the entire cast. Don't pass 

this one up. It won't make a fortune but 

it will make a nice profit and satisfy practically 

all. Played Sun., Mon., Tues. Weather: 

Wet.—Dave S. Klein, Astra Theatre, Kitwe- 

Nkana, Northern Rhodesia, Africa. Mining, 

government, business patronage. 

Kiss Me Kate (MGM)—Kathryn Grayson, 

Howard Keel, Ann Miller. Played this in 3-D. 

My wife and I thought it amusing. My customers 

evenly divided—six of them liked it 

but the other six walked out. The weather was 

fine. I played my first 3-D on March 17, 

1953. "Kate" is my last one.—Dan M. Blair, 

Blair Theatre, Smith Center, Kas. Small town 

and very rural patronage. 

Posse Cat (MGM)—Cai-toon Short. Tom 

really gets in a jam in this super offering 

from the favorite cartoon series for youngsters 

and oldsters. Don't let it get away from 

you—it's terrific!—Bob Walker, Uintah Theatre, 

Fruita, Colo. Small-town and rural patronage. 

Saadia (MGM)—Cornel Wilde, Mel Ferrer, 

Rita Gam. Thought it was good entertainment 

and it had enough action to satisfy. 

But it fell down at the boxoffice. Played Fri., 

Sat.—Ben Spainhour, Twilight Theatre, 

Greensburg, Kas. Small-town and rural pat- 

Meeting at Great Bend 

Endorses EHHS 

•To EHHS: 

Now is the time—etc.: 

One thing- that seemed to have unanimous 

approval at our Great Bend, little 

exhibitor meeting, March 11, was the 

value of the BOXOFFICE Exhibitor Has 

His Say department. And there was an 

appeal for more contributors from this 

territory reporting on early run pictures. 

So, boys and girls, won't you help us out? 

We have always felt that a report on a 

picture is only half a report unless it includes 

the business done. However, since 

TV has moved into our territory, we have 

been as confused as the little boy who 

dropped his chewing gum on the hen 

house floor, and we don't know what to 

think, especially about business. Bight 

now we either have big business or no 

business, and it seems to depend on 

whether we have a picture that's better 

than a TV program. But I guess we'll 

have to strike a new 100 per cent normal 

business, and go on from there. 

Twilight Theatre, 

Greensburg, Kas. 

BEN SPAINHOtJR 

Take the High Ground (MGM)—Richard 

Widmark, Karl Maiden, Carleton Carpenter. 

Excellent picture with good comments. It 

made the audience laugh for a change. Widmark 

is always okay here and he turns in a 

topnotch job to pace a good cast. It will 

make your patrons glad they came to the 

show. Metro should try this more often. 

Played Wed.. Thurs., Fri. Weather: Cold.— 

Ralph F. Cobourne, Shoreway Theatre, Toledo, 

Ohio. Suburban neighborhood patronage. 

Torch Song (MGM)—Joan Crawford, Michael 

Wilding, Marjorie Rambeau. Better 

than the trailer but it struck a new low for 

Tuesday-Wednesday.—Ben Spainhour, Twilight 

Theatre, Greensburg, Kas. Small-town 


Young Bess (MGM)—Jean Simmons, Stewart 

Granger, Deborah Kerr. One of the very 

best. Laughton, Granger, Kerr and Simmons 

all gave perfect performances. Jean is not 

only lovely—she's an actress. Played Fri., 

PARAMOUNT 

Botany Bay (Para)—Alan Ladd, James 

Mason, Patricia Medina. Another sea story 

but a costumer and Alan Ladd couldn't save 

it, so we had to go begging for an adjustment 

to keep out of the red. We have never been 

able to sell a picture made on water, especially 

with old ships and costumes, so why 

keep trying? You can pass this one and yoTi 

won't miss a thing. Played Tues., through 

Thurs. Weather: Pine.—Mayme P. Musselman, 

Roach Theatre, Lincoln, Kas. Smalltown 


Here Come the Girls (Para)—Bob Hope, 

Arlene Dahl, Tony Martin. Not only a waste 

of superb talent but of the boxoffice—after 

the first run they didn't come.—Mrs. Elaine 

S. George, Star Theatre, Heppner, Ore. Smalltown 


Little Boy Lost (Para) — Bing Crosby, 

Claude Dauphin, Christian Fourcade. AAThen 

a wonderful picture like this goes begging, 

you begin to wonder if you aren't in the 

wrong business and should get a TV set of 

your own and sit at home and watch it. Those 

who saw this sang its praises and we got a 

few fugitives from a 21 inch screen, but they 

were all too few. This is the type of picture 

that will put us back in business if we can 

survive this free competition. You'll get a 

lot of compUments on this. Played Tues., 

Wed., Thurs. Weather: Rain—thank the Lord. 


Kas. Small-town and rural patronage. 

Roman Holiday (Para)—Gregory Peck, 

Audrey Hepburn, Eddie Albert. Remember 

the old saying "give praise where praise is 

due?" Well this is the time to use "excellent" 

and all the nice things you can say. It is 

also one of the cheapest trips to Rome that 

can ever come our way. Played Wed., Thurs., 

Fri., Sat. Weather: Cool.—Harold Bell, Opera 

House Theatre, Coaticook, Que. Small-town 


Scared Stiff (Para)—Dean Martin, Jerry 

Lewis, Lizabeth Scott. Just barely broke even. 

Pi-ice was too high for their drawing power 

here. Very good show. Played Sun., Mon. 

Weather: Cool and clear.—James H. Hamilton, 

Pine Hill Drive-In Theatre, Picayune, 

Miss. Small-town and rural patronage. 

Stooge, The (Para)—Dean Martin, Jerry 

Lewis, Polly Bergen. This team is very popular 

here. Our customers like their crazy 

antics. Need color in all pictures. Played 

Sun. Weather: Good.—R. C. Drayer, Commmiity 

Tlieatre, Conde, S. D. Small-town 


Those Redheads From Seattle (Para) 

Rhonda Fleming, Gene Barry, Agnes Moorehead. 

Be okay for a Friday-Saturday. We 

made the mistake of playing it Sunday- 

Monday.—Ben Spainhour, Twilight Theatre, 

Greensburg, Kas. Small-town and rural patronage. 

Turning Point, The (Para) — William 

Holden, Alexis Smith, Edmond O'Brien. This 

(Continued on following page) 

BOXOFFICE BobkinGuide : : April 10, 1954 

L

— 

— 

— 

The EXHIBITOR HAS HIS SAY 

(C!ontlnned from preceding page) 

is a well done production that wUl more than 

please the ones who like the type. Paramount's 

terms were low enough that we could 

double bill it, but even then the program 

just squeaked by in the black. It was on the 

tail end of an already big week so we still 

did okay. The fact remains, though, that 

no matter how cheap you buy 'em, "crime 

doesn't pay" in the country town. Doubled 

with "Jungle." Played Pri., Sat. Weather: 

Nice.—Bob Walker, Uintah Theatre, Pruita. 

Colo. Small-town and rural patronage. 

RKO RADIO 

Island of Desire (RKO)—Linda Darnell, 

Tab Hunter, Donald Gray. Color by Technicolor 

is the best feature of this film. It could 

have been much better. We broke no records 

but did better than average business. 

Tab Hunter did not seem to make the least 

impression on anybody here . . . and I can't 

blame them for that either. Darnell looked 

pretty and the background was lovely. Should 

do well in smaller houses. Played Sun., Mon. 

Weather: Fair.—Dave S. Klein, Astra Theatre, 

Kitwe-Nkana, Northern Rhodesia, Africa. 

Mining, government, business patronage. 

Sea Around Us, The (RKO)—Documentary. 

Our patrons viewed this splendid documentary 

either from one extreme or the other: 

They walked out on it or else they came only 

to see it! Sea pictures of any kind are not 

our best dish. Played Thurs., Fri., Sat. 

Weather: Good.—Mrs. Elaine S. George, Star 

Theatre, Heppner, Ore. Small-town and rural 

patronage. 

Second Chance (RKO)—Robert Mitchum, 

Linda DameU, Jack Palance. This is a thriller 

and should have been more so in 3-D. 

Seems like 3-D pictures shown in 2-D don't 

do so hot for us. There is nothing wrong with 

this picture, though, and Robert Mitchum 

turns in his usual smooth job. I don't consider 

Jack Palance an asset to any picture 

seems he over does the villain job a little. 

Played Sun., Mon. Weather: Good.—Paul 

Ricketts, Charm Theatre, Holyrood, Kas. 

Small-town and rural patronage. 

Split Second (RKO)—Stephen McNaUy, 

Alexis Smith, Jan Sterling. This fine suspense 

film starts off fast and the first reel 

sets the pace. After the first few minutes 

you just can't take your eyes—or ears—off 

of this one. Fine acting from the whole 

cast. The atomic bomb explosion at the 

end is a fine conclusion. This has all the 

suspense and good action any film should 

need. Has a fine cast and plenty of excitement. 

Did fair at the boxoffice. Played Sun., 

Mon. Weather: Pine.—James Wiggs jr., Tar 

Theatre, Tarboro, N.C. Small-town and rnral 

patronage. 

Tarzan and the She-Devil (RKO)—Lex 

Barker, Joyce MacKenzie, Raymond Burr. 

I never fail on these Tarzan pictures. They 

always do well on weekend billing. This one 

is a Uttle different. Cheta, the monkey, 

was excellent, in fact she stole the picture. 

Play it. Played Fri., Sat. Weather: Fair and 

cool.—James Hardy, Shoals Theatre, Shoals, 

Ind. Small-town and rural patronage. 

REPUBLIC 

Grand Ole Opry (Rep)—Reissue. Frank 

Weaver, Leon Weaver, June Weaver. (Weaver 

Bros, and Elviry). Seems like some of the 

old ones can do more business than the new 

ones. Played this on a double bill and had 

a nice boxoffice. Played Fri., Sat. Weather: 

Fair and cool.—Gailand Lamb, Crown Theatre, 

Lincoln, Ark. Small-town and rural patronage. 

Oklahoma Annie (Rep)—Judy Canova, 

John Russell, Grant Withers. It has been a 

long time since we had Judy around. We 

did all right with this. Color is not so hot. 

If your folks like corn, this is it—cob and all. 

Played Wed., Tliurs., Fri., Sat. Weather: 

Cold.—Harold Bell, Opera House Theatre, 

Coaticook, Que. Small-town and rural patronage. 

Bob Walker oi Fruita, Colo 

Visits BOXOFFICE 

fHHS was honored by a visit 

from its 

long-time contribntor, Bob Walker of 

Frnita, Colo., who was in the middle west 

on a business trip with his charming wife, 

Melba. En route from Fruita to Chicago, 

Bob stopped to visit with exhibitors and 

in his characteristic, dynamic way, probably 

gave those among the brotherhood 

who are inclined to be pessimistic, a 

"shot in the arm." Walker is irrepressible 

and always full of ideas not only for his 

own situation but for all exhibitors and 

the Industry as a whole. 

Sweethearts on Parade (Rep)—Ray Middleton, 

Lucille Norman, Eileen Christy Doubled 

this with a jungle show to about the 

best Friday and Saturday we have enjoyed 

in quite a wlule. Comments were very good. 

This one seemed to draw a lot of young people, 

particularly couples. Color and story very 

good. Played Fri., Sat. Weather: Good. 

Lloyd Hutchins, Center Theatre, Kensett, 

Ark. Small-town and rural patronage. 

20th CENTURY-FOX 

CaU Me 3Iadam (20th-Fox)—Ethel Merman, 

Donald O'Connor, Vera-Ellen. You can 

call me anything you like but for my money 

this film is tops. Hats off once again to Fox 

for a lively, tune-filled movie. When Ethel 

Merman appears on the stage—well, as you 

say in the States, the joint starts jumpin'! 

Sanders singing, Vera-Ellen and Donald 

O'Connor dancing and those wonderful tunes 

by Berlin! All this—and money, too. I, and 

my entii-e staff, were singing for weeks afterwards, 

"money, money, money." If any exhibitor 

passes this one up, I suggest he sell 

out and buy a small "TV set—that would 

about suit his mental capacity! I am proud 

to be able to screen films like this. Play it, 

fellow exhibitor, you'll definitely make money 

with it. When Time Magazine devotes a full 

page to a movie, who are we to query it? 

Played Sun., through Sat. Weather: Fine, 

then wet.—Dave S. Klein, Astra Theatre, 

Kitwe-Nkana, Northern Rhodesia, Africa. 

Mining, business, government patronage. 

City of Bad Men (20th-Fox)—Dale Robertson, 

Jeanne Crain, Lloyd Bridges. I looked 

through all the reviews and found just one 

report on this picture so decided I'd pass on 

a few comments for this excellent western. 

Color is beautiful and all the actors give 

outstanding performances. There is a good 

story that moves along at a fast pace, coming 

to a climax during the Corbett-Fitzsimmons 

fight, and a happy ending. It was 

hked by all who saw it and many told me 

it was the best western they had ever seen. 

I think so, too, and wish I had known and 

exploited it to the hilt as we had just our 

usual small attendance and I could have 

used a few extra bucks.—Mrs. O. Canty, 

Nashua Theatre, Nashua, Iowa. Small-town 


My Pal Gus (20th-Fox)—Richard Widmark, 

George Winslow, Joanne Dru. I 

bragged about this one and they believed me. 

Business was good and the picture didn't 

let me down. It's a dandy. Widmark, J. Dm 

and Gus gave good performances.—Frank 

Sabin, Majestic Theatre, Eureka, Mont. 

SmaU-town and rural patronage. 

Robe, The (20th-Fox)—Richard Burton, 

Jean Simmons, Victor Mature. I didn't personally 

see all of this first Cinemascope 

picture but will pass on some comments that 

I have heard during and since the play date. 

Comments were varied—from "wonderful" 

to "I didn't Uke it." Everyone to his own 

taste, but the majority of the comments constituted 

a feather in the cap of Fox for Cinemascope 

and stereophonic sound. The story 

is wonderful, the sound is fine and the large 

screen makes it better. Then there were 

those who didn't see any difference. Probably 

nothing would please all patrons but the 

majority wiU enjoy Cinemascope.—James 

Wiggs jr., Colonial Theatre, Tarboro, N.C. 



Go, Man Go! (UA)—Dane Clark, Pat Breslin, 

Sidney Potier. A good basketball yam 

that was well received by an audience made 

up mostly of the younger set. Didn't break 

any records but business was satisfactory 

by present standards. Teamed with "Touchdown 

Town" (RKO Sports reel) which 

brought in some KTJ fans and together it 

made a nice sports program. Almost as much 

audience excitement In the closing minutes 

as at a real game. It is worth a date. With 

oiu- high school team going to the state 

tournament the last day we played it, basketball 

interest was high. (They lost their first 

game but were up against a good team 

and turned in a very creditable performance). 

Played Tues., Wed., Thurs. Weather: Good. 


Kas. SmaU-town and rural patronage. 

Gun Belt (UA)—George Montgomery, Tab 

Hunter, Helen Westcott. Another smashing 

hit from UA. It seems they are really producing 

the product. My advice is to keep 

your eyes open in the future for any UA releases. 

Played Sun., Mon. Weather: Cool. 

Donald H. Haymans, Candler Drive-In Theatre, 

Metter, Ga. Small-town and rural patronage. 

Joe Louis Story, The (UA)—Coley Wallace, 

Hilda Simms, Paul Stewart. Very pleasing 

biography of Joe Louis' boxing career, his life 

and friends. Boxing sequences very nicely 

fitted into the story. Should do well in locations 

with Negro patronage, as ours is. 

Played Sun., Mon. Weather: MOd and clear. 

—James Wiggs jr., Tar Theatre, Tarboro, 

N.C. Small-town and rural patronage. 

Monsoon (UA)—Ursula Thiess, George Nader, 

Myron Healey. Excellent. Artistic, 

thought provoking, new faces, good acting 

and popular appeal.—Martin Brown, Avenue 

Theatre, Yakima, Wash. Small city patronage. 

Moon Is Blue, The (UA)—William Holden, 

David Niven, Maggie McNamara. This was a 

moneymaker for me, and a good picture. 

Censors in most states were all wet as I had 

some preachers to see this one and they 

couldn't see too much wrong and enjoyed it. 

Play this one. Played Preview Sat., Sun., 

Mon. Weather: Pair and cool.—Gailand 

Lamb, Crown Theatre, Lincoln, Ark. Smalltown 


War Paint (UA)—Robert Stack, Joan Taylor, 

Charles McGraw. Film rental couldn't 

have been any lower for this swell shew—yet 

I lost money. January used to be a fairly good 

month. This is an excellent man'.s shojv. 

Played Sun., Mon. Weather: Cold.—Ralph 

Raspa. State Theatre, Rivesville, W. Va. 


j 

| 

BOXOFFICE BookinGuide : : April 10, 1954 

j

n Interpretive anolysis of lay ond trodepress reviews. The plus and minus signs '"îcate degiree 

or 

Jrltonlv- audience date rec 

;.lV »nl'v oudience clossificotion is not rated. Listings cover current reviews, brought up to dote regularly. 

H< deportm" nt%erves olso os ALPHABETICAL INDEX to feature releo — -..- ..... 

ru'deDirtment serves also as on ALPMABt 1 itAL iMutA 10 leorure releases. Numerol preceding title 

livmu) 

D:.»,.r« Doqe Picture Guide Review poge number. For listings by company, in the order of release, see Feature Chart. 

mBtî 

H Very Good; + Good; ± Fair; — Poor; — Very Poor. In the summary 4+ is rated 2 pluses, 

:3 o oj 

A 

OAbtiott and Costello Meet Dr. Jetytl 

and Mr. Hyde (77) Comedy U-l 8-1-53+ + 

16 Act of Love (lOS) Drama UA 1- 2-54 +f + 

)3 Actress, The (90) Drama MGM 8- S-53 +t + 

Adventures of Robinson Crusoe (..) Drama. UA 

15 Affair in Monte Carlo (74) Drama AA 9-19-53* + 

53 Affairs of Dobie Gillis, Tlie 

(73) Comedy MGM 6-13-53 ± 

jg Affairs of Messalina, The (lOS) Drama... Col 6-27-53 + 

Jg Affair With a Stranjer (S6) Comedy RKO 6-13-53 — 

iSAIaskaSeas (7S) Drama Para 2-6-54 — 

)7AII American. The (S3) Drama U-l 7-25-53 + 

J6AII I 

Desire (791/2) Drama U-l 6»2()-53 + 

MAII the Brothcfs Were Valiant (101) 

Adv-Drama MGM 10-17-53 4+ 

55Annapurna (58) Documentary. .Mayer-Kingsley 2-6-54 + 

!7 Appointment in Honduras (SO) Drama... RKO 10-31-53 — 

Jg Arrowhead (105) Superwestern Para 6-27-53 + 

Arrow in the Dust (SO) Drama AA 

B 

MBad for Each Other (S3) Drama Col 12-26-53 ± 

17 Back to God's Country (7S) Dram* U-l 9-25-53 + 

S2 Bait (79) Drama Col 2-27-54 ± 

Dg Bandits of the West (54) Western Rep 8-22-53 + 

J6Band Wagon, The (112) Musical MGM 7-1S-53 # 

52 Battle of Rogue River (71) Drama Col 2-27-54 ± 

53 Beachhead (S9) Drama UA 1-30-54 + 

S7 Beast From 20.000 Fathoms, The 

(SO) Drama WB 6-27-53 -R 

54 Beat the Devil (S2) Drama UA 3- 6-54 — 

UBeooar's Opera. Tfie (94) Mns-Com WB 9- 5-53 4+ 

42 Beneath the 12-Mile Reef (102) Drama 

+ + + + 6+ 

+ + + + 7+ 

« + + tt +t 11+ 

s.- 

2+1- 

+ + - ± 5+4- 

+ - 2+2- 

± + + ± 544- 

± + - + + 5+4- 

+ + -H- ± 8+1- 

± ± + + 6+3- 

± + + + + &f2- 

tt 3+ 

± rt ± ± - 5+7- 

+ + tt tt + H- 

(Cinemascope) 20th-Fox 12-13-53 +f 

2g Bioamist, The (7S) Drama Filmakers 10-31-53 — 

Ig Bio Heat, The (89) Drama Col 9-26-53 + 

96Big Leaguer (71) Comedy-Drama MGM 7-18-53 + 

66 Bitter Creek (74) Western AA 3-13-54 + 

Black Glove (S4) Drama LP 

Blackout (S7) Drama LP 

12 Blades of the Musketeers (57) Drama.. Howco 9- 5-53 — 

15 Blowing Wild (90) Drama WB 9-19-53 H 

99 Blueprint for Murder, A (76) Drama. 20th-Fox 8- 1-53 + 

47 Border River (SI) Western U-l 1- 9-54 ± 

20 Botany Bay (94) Drama Para 10- 3-53 + 

51 Both Sides of the Law (94) Drama U-l 1-23-54 + 

50 Boy From Oklahoma, The (S8) Drama WB 1-16-54+ + + + + + 

±

REVIEW DIGEST 

very Good,- ! Good; ^ Fair; - Poor; = Very Poor. In the summary rf is rated 2 pluses, — as 2 minuses. 

1- 

1552 Greatest Love. The (116) 

(American Dialog) Drama I.F.E. 1-23-S4 + 

1334 Greatest Show on Earth. The 

(153) Drama Para 1-12-52 ++ ++ 

Guilt Is My Shadow (..) Drama. .Stratford 

1496 Gun Belt (77) Western UA 7-18-53 + + 

1525 Gun Fury (S3) Superwcstern 

(Three-dimension) Col 10-24-53 4+ ± 

1553 Gypsy Colt (72) Drama MGM 1-30-54 + + 

H 

1500 Half a Hero (75) Comedy MGM 8-1-53+ + 

1490 Hannah Lee (78) Western. .Jack Broder Prod. 7- 4-53 + + 

1430 Hans Christian Andersen (112) Fantasy.. RKO 11-29-52 ff ++ 

Heat Wave (..) Drama LP 

1548 Heidi (98) Drama UA 1- 9-54 |+ ff 

1556 Hell and High Water (103) Drama 

(Cinemascope) 20th-Fox 2- 6-54 ff ^ 

Hell Below Zero (..) Drama Col 

1558 Heirs Half Acre (91) Drama Rep 2-13-54 ± ± 

1526 Here Come the Girls (78) Musical Parii 10-24-53 +f + 

1553 Highway Dragnet (71) Drama AA 1-30-54 ± + 

1493 Hindu, The (S3) Ferrin 7-11-53 + 

1545 His Majesty O'Keefe (88) Drama WB 1-2-54+ ++ 

Hollywood Thrill-Makers (60) Drama LP 

1538 Hondo (S3) Drama (Three-dimension) WB 12- 5-53 +f +f 

1551 Horse's Mouth. The (77) 

Comedy Mayer-Kingsley 1-23-54 + 

1535 Hot News (60/2) Drama AA 11-28-53 + 

1477 Houdini (106) Drama Para 5-23-53 + 

± 

+ 

1532 How to Marry a Millionaire (95) Drama 

(Cinemascope) 20th-Fox 11-14-53 ++ ++ 

1494 Hundred Hour Hunt (84) Drama Greshler 7-11-53 ±

++ Very Good; + Good; - Fair; - Poor; - Very Poor. In the summary ^^ is rated 2 pluses, — as 2 minuses. REVIEW D 

"o

I Drama; 

I 

Man 

I 

M 

mUME . 

IJiJlJilT 

. 

8 

\ time is in parentheses. Letters and combinations thereof indicotc story type os follows: (C) Comedy; (D) 

(AD) Adventure-Drama; (CD) Comedy-Droma; (F) Fantasy; (M) Musical; (W) Western; (SW) Super- 

J western. Release number follows, v,' denotes BOXOFFICE Blue Ribbon Award Winner. Photography: 

^ Q Color; -^ 3-D; o Wide Screen. For review dates ond Picture Guide page numbers, see Review Digest. 

. 

ALLIED 

ARTISTS 

3 Topeko (69) W. .5325 

fVild liill Elliott, Plu'Uls Coates, D. Crockett 

a OAf fair in Monte Carlo (74) . . . D . . 5307 

Merle Oberon. Itlcluird Todd, Leo Genu 

S Clipped Wings (65) 

C..5320 

Leo Ooroey, Iluniz Hall. June Vincent 

31 Mexican Monhunt (71) D..5317 

George Brent, Hillary Brooke, Kareo Bharpe 

2a Fighting Lawmon (71) W. .5334 

\\a\ric Morri.-;, Virginia Grey, Myron Healey 

SQRoyal Africon Rifles (75) D..5403 

Louis Ha.vward. Veronica Hurst, Roy Glenn 

a Yellow Bolloon (80) D. .5430 

Andrew Ray, Kathleen Ryan, Kenneth More 

[n) Hot News (60'/2) D. .5327 

Stanley Clements. Gloria Henry. Ted DeCorsia 

H Jennifer (73) D . . 5407 

Ida Luplno, Hotrard Duff, Robert Nichols 

S Jack Slode (89) D . . 5406 

Mark Stevens. Dorothy Malone. Barton MacLane 

SI Vigilonte Terror (70) W . . 5422 

Wild Bill EJIiott, Mary Klen Kay, G. Wallace 

m ©Fighter Attoek (80) D . . 5402 

Sterling Hayden, Joy Page, J. Carrol Nalsh 

(S Private Eyes (64) C..5321 

Leo Gorcey. Huntz Hall. Joyce Holden 

a Texas Badmon (62) W. .5335 

Wayne Morris. Elaloe Riley. Myron Healey 

COLUMBIA a |° 

Mission Over Korea (86) O..607 

John llodiak. John Derek. ,\udrey Totter 

Valley of Hood Hunters (67) D. .608 

Johnny Welssnmller. Christine Larson, S. Rlich 

©5,000 Fingers of Dr. T. (88).. F.. 604 

I'eter I,lnd Hayes. Mary Healy. Hans Conrlcd 

©Cruisin' Down the River (81)..M..606 

Dick lliymes. Audrey Totter, BUly Daniels 

©^Stronger Wore a Gun (83). .SW. .605 

liandolph Scott, Claire Trevor, J. Weldon 

From Here to Eternity (118) D..616 

Burt Lanea.ster, Montgomery CUft, D. Kerr 

©Conquest of Cochise (70). . . . W. .610 

Jiilui Hoiliak. Robert Stack. Joy Page 

China Venture (83) D..609 

Edniond O'Brien. Barry SuUlv.ft, Jocelyn Brando 

Sky Commando (69) D..6I1 

null liuryea, Francis Glfford, Touch Conners 

Soginow Trail (56) W. .576 

Gene Autry, Smiley Burnette, Connie Marshall 

Big Heot, The (90) D. .615 

Glenn Ford. Gloria Grahame. Robert Burton 

©Slaves of Babylon, The (82). . D. .612 

. 

RlcJiard Conte. Linda Christian. Terry Kilburn 

Combat Squad (72) D. .613 

John Ireland, Lon McCalUster. Hal March 

©\VGun Fury (83) SW..617 

Rock Hudson. Donna Reed, Phil Carey 

Last of the Pony Riders (59) , . . W. . 573 

Gene Autry, Smiley Burnette, Kathleen Case 

Poris Model (81) D. .621 

Paulette Goddard. Marilyn Maxwell. Eva Gabor 

©Prisoners of the Cosbah (78). .D. .622 

Cesar Romero. Gloria Griihanie, Turhan Bey 

Killer Ape, The (68) AD. .626 

Johnny Weissmuller, Carol Thurston, M. Palmer 

i^QNebroskon, The (68) O . . 6 1 

Phil Carey, Roberta Hayoes, Wallace Ford 

LIPPERT 

m Spocewoys (76) D. .5301 

Howard Duff. Eva Barlok. Alan Wheatley 

@ Project Moon Bose (63) D. .5315 

Pfjnna Martell, Ross Ford, Hayden Rorke 

[U] Norman Conquest (79) D. .5303 

Tom Conway, Eva Bartok 

[2] Undercover Agent (69) D. .5306 

Permot Walsh, Hazel Court 

[U The Fighting Men (63) D. .5222 

Rossano Erazzl, Claudlne Dupuls 

H Shadow Man (77) 

D..5316 

Cesar Romero. Kay Kendall, V. Madern 

a ©Sins of Jezebel (75) D . . 5225 

Paulette Goddard, George Nader, John Boyt 

From Cairo, The (83). . . .D. .5302 

George Raft, Glanna Maria C&nale, M. Serato 

B] Terror Street (83) D . . 5304 

D.tn Duryea, Elsy Albiln. Ann Oudrun 

53) Limping Man (76) D..5318 

Lloyd Bridges. Moira Lister. Alan Wheatley 

M-G-M 

a ©Bond Wagon, The (112) M. .ci 

Fred .\staire. Cyd Charisse. Jack Buchanai 

m Affoirs of Dobie Gillis (73) C . .;; 

Debbie Reynolds. Bobby Van. B. Ruick 

Big Leaguer (71) CD..:-r 

Edward G. Robinson. Vera-EUen, J. Rlchis 

li ©Latin Lovers (104) M..;) 

Lana Turner, John Lund, Rlcardo Montalbai 

[3] Holt o Hero (75) C. .4: 

Red Skeiton, Jean Hagen, Charles Dingle 

H Terror on o Train (72) D..A> 

Glenn Ford. Anne Vernon, Maurice Denbam 

g Actress, The (90) CD. .41 

Spencer Tracy, Jean Simmons, Teresa Wrigh 

[a ©Mogombo (119) D. .41 

Clark Gable. Ava Gardner, Grace Kelley 

a OToreh Song (90) D..4i 

Joan Crawford, Midiael WUdlng, Gig Yoiini 

i3 0Toke the High Groundl (101). .D. .4> 

Richard Widmark. Karl Maiden, E. Stewart 

m ©All the Brothers Were Valiant 

(101) AD. .4' 

Robert Taylor, Stewart Granger, Ann BlyUi 

l©>e/Kiss Me Kate (109) M..4I 

Kathryn Grayson, Howard Keel, Ann Mfilei 

B ©Escape From Fort Bravo (98)..D..4i 

William Holden. Eleanor Parker. John Forsy; 

H ©Easy to Love (96) M. .41 

Esther Williams. Van Johnson. Tony Marks 

HGolden Idol, The (71) D. .5315 

Johnny Sheffield, Anne KlmbeU, P. Guilfoyle 

53 Yukon Vengeance (68) D. .5331 

KJrhy Grant. Carol Thurston. Monte Hale 

a World for Ronsom (82) D . .5408 

Dan Diiryea. Gene Lockhart. Patrlc Knowles 

[H tlighway Dragnet (71).. 

Joiin Bennetl, KJctiard Conte. 

D..5405 

Wanda Hendrlx 

SI Bitter Creek (74) W. .5423 

Wild Bill Killntl. Beverly Garland, C. Joung 

S Riot in Cell Block 11 (80) D..S-1 

Neville Branil. Einlle Meyer. Frank Paylon 

(7] Poris Playboys (62) C..541E 

Leo Gorciy. llunlz Hall. Vlcln Vonn 

55 Mr. Potts Goes to Moscow (93) C..5400 

Osrar llomnlka. N.idl.i i;ny, George C"le 

iU ©Dragonfly Squadron (83) . . . . O. . S-2 

John llndl.ik l:iili»ia Urlltuli, linm llennel' 

a Loophole (80) D .54U 

Barry Siilllian. Iiurolhy .Miii..ii

. 

. 

i 

©Decameron 

. 

1 

. 

. 

3 

. 

FEATURE 

CHART 

PARAMOUNT 

©Arrowheod (105) SW. .5227 

Charllon lieston. Mary Sinclair, Brian Keith 

y©Shone (117) D. .5225 

.\lan Ladd. Jean Arthur, Van Heflln 

RKO RADIO 

[S ©Sword and the Rose, The (92). D.. 491 

Richard Todd, Glj-nis Johns, Michael Gough 

61 ©lyOevil's Canyon (92) D. .402 

Dale Robertson, Virginia Mayo, S. McNally 

REPUBLIC 

m Down Laredo Way (54) W. .5232 

Rex AUen, Marjorle Lord, Dona Drake 

dl Bondits of the West (54) W..5243 

lUlan "Kocky" Lane, Cathy Downs, R. Barcrott 

20TH CENTURY-FOX g jg 

©Înferno (83) SW. .329 

Rhonda Fleming, W. Lundigan, Robert Ryan 

©Gentlemen Prefer Blondes 

(91) M..326 

Marilyn Monroe, Jane Russell, Charles Coburn 

Sailor of the King (83) D. .327 

Michael Reraiie. Jeffrey Hunter, Wendy Hlller 

O 

URomon Holidoy (119) D. .5301 

Gresory Peck, .\udrey Hepburn, Eddie Albert 

Coddy, The (95) C. .5302 

Dean Martin, Jerry Lewis, Donna Beed 

g] El Paso Stampede (54) W. .5244 

Allan "Rocky" Lane, PlisUls Coates, E. Waller 

j Shadows of Tombstone (54). . .W. .5233 

Res Allen, Jeanne Cooper, Slim Pickens 

©City of Bod Men (82) SW. .328 

Dale Robertson, Jeanne Crain, Lloyd Bridges 

Blueprint for Murder, A (76) D. .332 

Joseph Gotten, Jean Peters, Gary Merrill 

Mr. Scoutmaster (87) C. .331 

Clifton Webb, Frances Dee, George Wlnslow 

00 

m 

©Wor of the Worlds, The (85). D. .5303 

line Barry, .^na Robinson, Les Trcmayne 

Little Boy Lost (95) D. .5304 

l>iiis Crosby, Claude Dauphin, Nicole Maurey 

©v'Those Redheads From Seottle 

(90) M..5305 

Rhonda Fleming, Guy Mitchell, Teresa Brewer 

©Botony Boy (94) D. .5307 

.Man Ladd. James Mason, Patricia Medina 

©\» Flight to Tongier (90) D. .5306 

Joan Fontaine, Jack Palance, Corlnne Calvet 

iie] ©Appointment in Honduros 

(80) D. .406 

Ann Sheridan, Glenn Ford. Zachary Scott 

511 ©>yLouisiona Territory (65). . .Doc. .405 

Val Winter, Leo Zlnser, Julian Melster 

m Marry Me Again (73) C. .404 

Marie Wilson, Robert Cummlngs, Jess Barker 

Nights (87) CD. .461 

Joan Fontaine, Louis Jourdan, Binnle Barnes 

^©Robe, The (135) D. .335 

Victor Mature, Richard Burton, Jean Simmons 

(Prerelease) „ ^^^ 

Thy Neighbor's Wife (77) D. .333 

Hugo Haas, Cleo Moore, Ken Carlton 

VIeki (85) D. .334 

Jeanne Grain, Casey Adams, Jean Peters 

o©nHow to Marry a Millionoire 

(95) CD. .336 

Betty Grable, Marilyn Monroe, Lauren Bacall 

©Inferno (83) (2-D) SW. .346 

Rhonda Fleming, W. Lundigan, Robert Ryan 

O 

QHere Come the Girls (78). . . .M. 

Bob Hope. Arlene Dahl, Tony Martin 

.5309 

ED Red River Shore (54) W. 

Rex Allen, Slim Pickens, Lyn Thomas 

Ml Champ for a Day (90) CD. .5211 

Alex Nicol, Audrey Totter, Charles Wlnninger 

©Beneath the 12-Mile Reef 

(102) D. .337 

Robert Wagner, Terry Moore, Gilbert Roland 

Man Crary (79) a^: • V ; '^ •.-,?,?' 

Neville Brand, Christine White, Coleen Miller 

Man in the Attic (82) °-„-?^° 

Jack Palance, Constance Smith, Byron Pahner 

CO 

m 

TO 

x'Ceose Fire! (75) Doc. 5308 

Korea Documentary 

Forever Femole (93) C. .5226 

Gijijer Rogers, William Holden, Paul Douglas 

OJivoro (92) D..53n 

Fernando Lamas, Rhonda Fleming, Brian Keith 

1 

Killers From Space (71 ) D . . 409 

Peter Graves, Barbara Bestar, James Seay 

[H Trent's Lost Case (90) D. .5212 

JUchaei Wilding, Margaret Lockwood, 0. Welles 

©King of the Khyber Rifles 

(99) D..401 

Tyrone Power, Terry Moore, Michael Rennie 

©Three Young Texons (80) D..402 

Mltzl Gaynor, Jeff Hunter, Keefe Brasselle 

Alaska Seas (78) D. .5313 

Robert Ryan, Jan Sterling, Brian Ktith 

0\iMoney From Home (100). .C. .5310 

Dean Martin. Jerry Lewis, Pat Crowley 

ONoked Junrle, The (93) D. .5315 

Owrlt.iu livoii, Ki-.uiiir Parker, W. Conrad 

©Red Gorters (90) M..5314 

RoseiQuiy Liuociey, Jack Carson, Guy Mitchell 

Q] Sea of Lost Ships (85) D . . 521 

11 ©ly French 

John Derek, Wanda Hendrii, Walter Brennan 

Line, The ( 1 02) M . . 407 

Jane Russell, Gilbert Roland. J. McKenzie 

SH She Couldn't Say No (89) C. .408 

D. 5224 

51! Crazylegs (88) 

Jean Simmons. Robert Mitchum, A. Hunnicutt Lloyd Nolan, Joan Vohs, Elroy Hlrsch 

M ©Rob Roy, the Highlond Rogue 

(84) D. .494 

Richard Todd, Glynls Johns, Flnlay Currie 

[U ©i^Dangerous Mission (75) D. .410 

Victor Mature, Piper Laurie, William Bendlx 

a Flight Nurse (90) D. .5301 

Joan Leslie, Forrest Tucker, Jeff Donnell 

©Hell and High Woter (103). .0. .403 

Richard Wldmark, Bella Darvi, David Wayne 

©Miss Robin Crusoe (75) D. .338 

Amanda Blake, George Nader, Rosalind 

©New Faces (98) M. .409 

Eartha Kltt. Runny Graham, Robert Clary 

©Night People (93) D. .407 

Gregory Peck, Brode'lck Crawford, A. Bjork 

©Racing Blood (76) D..410 

BUI WUiiams, Jean Porter, Jimmy Boyd 

CCosonovo's Big Night (85) . . .C . .5316 

Hub ilupe, Juaii Foutaine, Basil Rathbone 

g?] Saint's Girl Friday, The (68). . . .D. .41 

Louis Hav-ward, Naomi Chance, Sidney Tafler 

13 ©Cornivol Story, The (95) D. .412 

Anne Baxter, Steve Cochran, Lyle Bettger 

m Geroldine (90) CD. .5302 

Mala Powers, John Carroll, Kristlne Miller 

©Prince Voliont (..) 0..41I 

Robert Wagner, Janet Lelbb, Umvs M ison 

Rocket Man, The (..) 

D..4I2 

Charles Coburn, Spring Bylngton, G. Wluslu* 

Siege at Red River, The 

(86) D..404 

Van Johnson, Joanne Dru, Richard Uuune 

©Elephonf Wolk (. .) AD. . 

Elizabtih lavlur, Dana Andrews, Peter Finch 

i 

©Jubilee Troll (103) W..5303 

Vera Balston, Forrest Tucker, Joan Leslie 

©^J Gorilla at Lorge (..) D..406 

Anne Bancroft, Cameron Mitchell, Lee J. Cobb 

©River of No Return (..)....D.. 

Marilyn Monroe, Robert Mitchum, R. Calhoun 

About Mrs. Leslie D. 

Shirley Booth, Robert Ryan, Al« Nicol 

©Bridges of Toko-Rl D. . 

William Holden, Fredrlc March, Mickey Booney 

©Conquest of Space AD. . 

Walter Brooke. William Redfleld, G. Johnson 

©Knock on Wood C . . 

Danny Kaye. Mai Zetterling 

©Living It Up C. 

Dean Marthi, Jerry Lewis, Janet Leigh 

©Rear Window D . . 

James Stewart, Grace Kelly, Thelma Rltter 

Sobrino Foir CD . . 

Humphrey Bogart, Audrey Hepburn, W. Holden 

©Secret of the Inca D. . 

Charlton Heston, Yma Sumac, 

©Ulysses 

Wendell Corey 

D . 

Kirk Douglas, BilTana Mangano, A. QulQii 

OWhIte Christmas M. . 

Bing Crosby, Danny Kaye, Rosemary Clooney 

Americano, The D . . 

Glenn Ford, Cesar Romero, Ursula Theiss 

©Big Rainbow, The D. . 

Jane Russell. Gilbert Roland, Richard Egan 

Heavy Water Doc . 

©Jet Pilot (119) D . . 229 

John Wayne, Janet Leigh, J. C. Fllppen 

©Silver Lode, The D.. 

John Payne, Uzabeth Scott, Dan Dtiryea 

©'J'Son of Sinbad AD . 

Dale Robertson, Sally Forrest, Lill St. Cyr 

©Susan Slept Here C. . 

Dick Powell, Debbie Reynolds, Glenda Farrell 

Hell's Half Acre (91) D. .5304 

Wendell Corey, Evelyn Keyes, B. Lanchester 

©Johnny Guitar W. . 

Joan Crawford, Sterling Hayden, Scott Brady 

©Laughing Ann CD. 

Margaret Lockwood, Wendell Corey. F. Tucker 

Make Haste to Live D. 

Dorothy McOulre, Stephen McNally 

©Outcast, The D . 

John Derek, Joan Evans, Harry Carey jr. 

©Trouble in the Glen D.. 

Margaret Lockwood, P. Tucker, V. McLaglen 

Shanghai Story D. . 

Edmond O'Brien, Ruth Roman, Whit Blssell 

Tobor the Great D . . 

Charles Drake, Karin Booth, Arthur Shields 

Untamed Heiress, The C. . 

Judy Canova, Donald "Red" Barry 

Valley of the Wild Stallion W. . 

Rex Allen, Caria Balenda 

©Broken Lance D. 

Spencer Tracy, Jean Peters, Richard Wldmark 

©Demetrius and the 

Gladiotors AD. . 

Victor Mature, Susan Hayward, M. Rennie 

©Egyptian, The D. . 

Edmund Purdom, Gene Tlemey, Jean Simmons 

©Gambler From Notchei, The..D.. 

Thomas Gomez, Kevin Mc(^hy 

©Garden of Evil D. . 

Susan Haj-ward. Gary Cooper, R. Wldmark 

Matter of Life and Deoth, A D. . 

Rlcardo Montalban, Anne Bancroft, J. Manin 

©Princess of the Nile D. . 

Debra Paget, Jeffrey Hunter, Dona Drake 

©Raid, The D. 

Van Heflln. Anne Bancroft 

©Three Coins In the Fountain. D.. 

CUfton Webb, Dorothy McGulre, Jean Peters

. 

. 

. 

] 

©Three 

. 

FEATURE 

CHART 

1 

. 

4 

O 

UNITED 

ARTISTS 

ElOMelba (115) MD. .5324 

Patrta' Slunsel, Uobert Morley. Martlls Hunt 

SlOCoptoin Scarlett (75) D..n76 

Klcbard Greene, Leanora Amar, Nedrlck Young 

S>yi, the Jury (87) D. .5323 

Bilt Elliot. I'ecgie Castle, Preston Foster 

gS Goy Adventure, The (82) D. .5301 

Jean Pierre .\iimunt. Burgess Meredith 

aOWor Point (89) SW..5325 

Itobcr! Stack. Juan Taylor. Keith Larsen 

fflNo Escope (76) D. .5315 

ISKJlSobrc Jet (96) D..5326 

Hobtrl Stack, Coleeu Gray, Richard Arlen 

55 99 River Street (83) D. .5327 

John Payne. l>el>Ti Keyes, Frank Faylen 

a Joe Louis Story, The (88) D. .5328 

Coley WiilLicc, Hilda Slmms, Paul Stewart 

g Foke, The (80) D. .5322 

Dennis (I'Keefc. Coleiii Gray, Hugh Williams 

® Donovan's Broin (81) D 

. . 5329 

(3 Mon in Hiding (79) D..5330 

Paul Iknrcld, Uils Maxwell, Hugh Sinclair 

m steel Lody, The (84) D. .5331 

Rod Cameron. Tab Hunter, John Dehner 

a Dragon's Gold (70) D. .5332 

John Archer. Hillary Brooke, Noel Cratath 

S Village, The (98) D. .5333 

John Justin, Eva Dahlbcck, Slgfrlt Steiner 

m Stronger on the Prowl (82). . .D. .5335 

Paul Muni. Joan Lorring, Vlttorlo Manunta 

3 ©Shark River (80) D..5336 

Steie Cochran. Carole Matthews, W. Stevens 

^ ©Captain John Smith and 

Pocahontas (76) D . . 5337 

Anthony Dciter, Jody Lawrance, Alan Hale jr. 

SeSong of the Land (71) Doc. .5338 

S Yesterdoy end Todoy (57) .. Doc. . 5344 

Georj^c Jessel 

Ji Captain's Paradise, The (77) . .C. .5339 

Alec Guinness. Yvonne DeCarlo, Cella Johnson 

(S ©Great Gilbert and Sullivan, The 

(112) M..5341 

Maurice Ev.ins. Robert Morley, E. Herlie 

a Wicked Womon (77) D.. 5345 

Beverly Mlch.als. Richard Egan, P. Helton 

HGo, Man, Go! (82) D..5403 

Dane Clark. Harlem Globetrotters. Pat BresUn 

g ©Conquest of Everest (78). . Doc. .5401 

Hunt-Hillary Expedition 

a ©Riders to the Stars (81). . .D. .5346 

©Beachhead (89) D. .5408 

Tony Curtis. Mary Murphy, Frank Lovejoy 

Man Between, The (100) D. .5340 

James Mason. Claire Bloom, HUdegarde Nctf 

©Overlond Pocifie (73) W..5410 

Jack .MalMiiey. Pefgle Castle, A. JerRens 

Personal Affair (82) D. .5402 

Gene Tlerney. Leo Genn, Glynla Johns 

©Top Banana (100) M..5409 

PbU Silvers, Rose Marie, Danny SchoU 

Act of Love ( 1 08) D . . 5406 

Kirk Douglas. Pany liobln, Robert Strauss 

Beat the Devil (82) D . . 5347 

Hiimplirey Bncart, Jennifer Jones. R. Morley 

©Golden Mask, The (88) D. .5412 

Van lU'fiin. \V;inda HendrU, Eric Portman 

©Scarlet Spcor, The (78) D . . 54 1 

.Martha Hyer, John Bentley, Morasl 

. 

©Adventures of Robinson 

Crusoe ( . . ) D . 

Heidi (98) D . 5405 

Klsliiih Sigmunii. Hclnrlch Gretler. T Klameth 

OLonc Gun, The (..) D.. 

G\' Southwest Passage (..)....D.. 

K'ld Cjuiieron. Jfianne Oru, Jolm Ireland 

Witness to Murder (..) D.. 

Shelley Winters. Barry Sullivan, G. Palmer 

(} ueen's Royol Tour, A (84). .Doc. .5413 

Malta Story, The' ( . .). .' .D. . 

Akr oruu.., I. .-I: H nvklns. Flora Robson 

©Apache D . . 

Burt Uncaster. Jean Peters 

©Captain KIdd and the Slave 

Girl D. . 

Anthony Dciter, Eva Gabor 

©Gog D. . 

Richard CV»n. Constance Dowlhig, H. ilarshall 

©Crossed Swords D. . 

Errol Klynn. Glna Lollobrlglda 

-^Diamond, The D . 

Itprinl'; O'Keefe. Coleen Gray 

OKhybcr Pass D . . 

Richard Kgan. DavvTl Addams 

Long Wait, The D. . 

Anthony (Jiiinn. Charles Coburn 

©Mon With a Million D. . 

Gregory Peck, Jane Grimth 

©c^Slttlng Bull D.. 

Dale Robertson. J. Carrol Nalsh 

UNIVERSAL-INT'L. I ^ = 

t- o: z 

©Thunder Boy (102) D..327 

James Slevtart, Joanne Dru, Dan Duryea 

©Man From the Alamo (79). .SW. .328 

Glenn Ford, Julia Adams, Victor Jory 

Abbott & Costello Meet Dr. 

Jekyll and Mr. Hyde (77) C..329 

Bud Ahbolt. Uu Costello, BorU Karlotf 

Cruel Seo, The (121) D. . 

Jack Han kins. Uon:Jd SMen, Vlrglnli McKenna 

gg Desperote Moment (88) P.. 386 

©>J Wings of the Hawk (80%). D. .330 

Van Uuiiln. Julia .\dams. Abbe Lane 

©Stand at Apache River (77). .SW. .331 

Steiihen McNally. Julia Adams. Hugh ilarlowe 

©Golden Blode, The (81) D. .332 

Rock Hudson. Wper Laurie, Gene Evans 

a Gentle Gunman, The (85) D. .388 

^ Something Money Con't Boy 

(82) D..380 

Patricia Roc. .Vnthony Bteel, Molra Lbter 

m ©Titfield Thunderbolt, The 

(84) C..387 

Stanley UoUovvay, George Ralph, Naunton Wayne 

©East of Sumatra (82) D..334 

Jclf Chandler. Slarilyn Maxwell, 

The All American (S3) 

A. Qumn 

D..333 

Tony Curtis, Lorl Nelson, Mamie Van Doren 

>^GIass Web, The (81) D..401 

Edward G. Robinson. John Forsythe, K. Hughes 

©Back to God's Country (78).. D.. 403 

Rock Hudson. Steve Cochran, M. Henderson 

©Veils of Bagdad (82) D. .404 

Victor Mature, Marl Blancbard, Guy Rolfe 

©Tumbleweed (80) SW. .405 

Audle Murphy, Lorl Nelson. Chill Wills 

©Walking My Baby Back 

Home (95) M..406 

Donald O'Connor, Jaiet Leleh, B. Hackett 

Project M-7 (86) D. .483 

Phyllis Calvert, James Donald, Robert Beatty 

©Border River (81) W. .409 

Joel McCrea, Yvonne DeCarlo. P. Armendarl2 

Both Sides of the Law (94) D.. 

Anne Crawford. Terence Morgan. Peggy Cummins 

Forbidden (85) D. .407 

Tony (îrtis. Joanne Dru, Lyle Bettger 

©War Arrow (78) D..408 

Jeff Chandler, Maureen O'Hara, Suzaa Ball 

S.,;©Glenn Miller Story, The 

(120) MD..412 

James Stewart. June .\llyson. George Tobias 

S^Taza, Son of Cochise (80).. D.. 410 

Rock Hudson, Barbara Rush, Gh'esg Palmer 

-

. 

Skoit subjects, listed by company. In ord« of release. Running time follows tWfc First Is national 

Miease, second the dote of review in BOXOFFICE. Symbol between dotes IH rating from BOXOFFICE 

review. ++ Very Good. + Good. =t Fair. — Poor. = Very Poor. © Indicates color photogrophy. msfi^ 

Columbia 

No. Title Rel Date Hating Rev'il 

Proil. 

ANIMAL CAVALCADE 

5654 The Three Bio Bears (8) 8-27-53 + 

ALL-STAR COMEDIES 

9-26 

6411 Oh, Say Can You Sue 

(16) 9-10-53 + 10-18 

6412 A Hunting They Did Go 

(I6I/2) 10-29-53 + U-21 

6413 Down the Hatch (I71/2) .11-26-53 

S414 Doggie in the Bedroom 

(16!/2) 1- 7-54 ± 2-27 

ASSORTED FAVORITES 

(Reissues) 

6421 Wife Decoy (17) 9-17-53 

6422 Silly Billy (18) 10-22-53 

6423 Strife of the Party (16) .12-17-53 

6424 Oh, Baby! (181/2) 2-11-54 

6425 Two Nuts in a Rut (18) 3-11-54 

CANDID MICROPHONE 

(One-Reel Specials) 

6551 Subject No. 1 (9^2) .... 9-10-53 ± 10-24 

6552 Subject No. 2 (91/2) 12-10-53 

6553 Subject No. 3 (10) 2-18-54 ± 3-20 

6554 Subject No. 4 ( . ) 3-18-54 

. 

COLOR FAVORITES 

(Technicolor Reissues) 

1953-54 SEASON 

Courage (7) . . . 9-24-53 

6601 Carnival 

6602 Fiesta Time (7) 10-8-53 

6603 Room and Bored (7) 11- 5-53 

6604 A Boy. a Gun and Birds 

(71/2) 11-25-53 

6605 Skeleton Frolic (7/2) .. .12-17-53 

6606 Tree for Two (7/2) 1- 7-54 

6607 Way Down Yonder in the Corn 

(7) 2-11-54 

6608 Dog, Cat and Canary (6) 2-28-54 

6609 The Egg Yegg iV/x) . 3-31-54 

COMEDY FAVOHTTES 

(Reissues) 

6431 Half Shot at Sunrise 

(16) 10-15-53 

6432 Meet Mr. Mischief 

(I7/2) 11-12-53 

6433 Love at First Fright (16) 1-14-54 

6434 Get Along Little Hubby 

(19) 2-25-54 

6435Slappily Married (16>/t) 3- 4-54 

MR. MAGOO 

(Technicolor) 

6701 Magoo Slept Here (7) . .11-19-53 -|- 11-ZL 

6702 Magoo Goes Skiing (7) 3-11-54 

SCREEN SNAPSHOTS 

6851 Hollywood Stuntmen 

(IOI/2) 9-17-53 + 10-31 

6852 Hollywood Laugh Parade 

(10) 10-22-53 + 11-21 

6S53 Men of the West (10) . 

.11-19-53 

6854 Hollywood's Great Entertainers 

(101/2) 12-24-53 -I- 2-20 

6855 Memories in Uniform 

(lOt/2) 1- 2-54 -1- 2-27 

6856 Hollywood Stars to Remember 

(..) 2-25-54 

6857 Hollywood Goes to Mexico 

(..) 3-25-54 

SERIALS 

6120 The Great Adventures of 

Captain Kidd 9-17-53 -f- 10-10 

15 Chapters 

6140 Jungle Raiders (reissue) .12-31-53 

15 Chapters 

STOOGE COMEDIES 

6401 Rip, Sew and Stitch (17) 9- 3-53 -|- 10-24 

6402 Bubble Trouble (W/x) -10- 8-53 -|- 10-31 

6403 Goof on the Roof 

(ISI/2) 12- 3-53 

6404 Income Tax Sappy 

(16'/2) 2- 4.54 + 2-27 

6405 Spooks! (16), 2-D 

Version 3-18-54 

THREE-DIMENSION STOOGE 

COMEDIES 

6440 Pardon My Backfire (16) 8-15-53 -|- 9-26 

THRILLS OF MUSIC 

(Reissues) 

6951 George Towne & Orch. 

(10) 9-24-53 

6952 Boyd Raeburn & Orch. 

(11) 11-26-53 

6953 Claude Thornhill & Orch. 

(11) 12-24-53 

6954 Machito & Orch (IC/z) 2- 4-54 

UPA CARTOON SPECIAL 

6509 A Unicorn m the Garden 

(7) 9-24-53 +f 10-31 

6510 The Tell Tale Heart (8). 12-17-53 -|- 10-24 

UPA ASSORTED 

(Technicolor) 

6501 Bringing Up Mother (7) 1-14-54 H 2-20 

6502 Ballet-Oop (7/2) 2-11-54 ff 3-20 

WORLD OF SPORTS 

6801 Assault and Mat-Tery 

(10) 9-24-53 -I- 

10-24 

6802 Hockey Thrills and Spills 

(91/2) 10-15-53 + U-21 

6803 Snow Speedsters (lOJ^) . 

11-12-53 

6804 Battling Big Fish (U) . .12-17-53 + 2-21 

6805 Gauchos Down Uruguay Way 

(10) 2-18-54 -I- 3-2B 

6S06Tce Magic (..) 3-25-54 

Metro-Goldwyn-Moyer 

Prod. No. Title Rel Date Rating Rei'd 

CARTOONS 

(Technicolor) 

W-532 Half Pint Palomino (7) 9-26-53 -|- 11-14 

W-533TWO Little Indians (7) 10-17-53 + 12-5 

W-534 Life With Tom (8) 11-21-53 -|- 12- 5 

W-535 Three Little Pups 

(7) 12-26-53 + 12-12 

W-536 Puppy Tale (7) 1-23-54 

W-537 Posse Cat (7) 1-30-54 

W-53S Drag-along Droopy (8) 2-20-54 

W-539The Impossible Possum 

(7) 3-20-54 

CINEMASCOPE SPECIALS 

K-571 Overture to the Merry Wives 

of Windsor (10) ++ 3-20 

K-572 Poet and Peasant (..) 

FITZPATHICK TRAVELTALKS 

(Technicolor) 

T-5H Seeing Spain (9) 10-17-53 + 12-5 

T-512 In the Valley of the Rhine 

(9) 11-28-53 + 12-12 

T-513 Looking at Lisbon (8) 12-26-53 

T-514 Glimpses of Western 

Germany (9) 2-13-54 # 3-20 

GOLD MEDAL REPRINTS 


W-561 Swingshift Cinderella 

(8) 10- 3-53 

W-562 Springtime for Thomas 

(8) 11-7-53 

W-563 The Bear That Couldn't 

Sleep (9) 12- 5-53 

W-564 Northwest Hounded Police 

(8) 12-19-53 

W-565The Milky Waif (7)... 1- 9-54 

W-566 Uncle Tom's Cabana (8) 2- 6-54 

W-567 Trap Happy (7) 3- 6-54 

W-56S Solid Serenade 4- 3-54 

(7) . . . 

PETE SMITH SPECIALTIES 

S-461 Cash Slashers (10) ... . 

8-31-53 H 9- 5 


S-551 It Would Serve 'En Right 

(10) 9-12-53 + 11-14 

S-552 This Is a Living? 

(9) 10-10-53 + U-14 

5-553 Landlording It (9) 11- 7-53 + 10-24 

S-554 Things We Can Do Without 

(9) 12- 5-53 + 1-30 

S-555 Film Antics (8) 1-2-54 

S-556 Ain't It Aggravatin' (8) 2- 6-54 

S-557 Fish Talcs (8) 3-13-54 + 3-20 

S-558 Do Someone a Favor 

(9) 4-10-54 

S-559 Out for Fun (10) 5- 8-54 

PROPHECIES OF NOSTHTtDAMUS 

R-423 Nostradamus and the 

Queen (10) 8-29-53 ± 10-24 

Paramount 

Prod. No. Title Rel Date Rating Re«'d 

CARTOON CHAMPIONS 

S13-1 The Wee Men (10) 10- 2-53 

S13-2 The Enchanted Square 

(10) 10-2-53 

S13-3 Cheese Burglar (7) 10-2-53 

S13-4 The Stupidstitious 

Cat (7) 10- 2-53 

S13-5 Much Ado About Mutton 

(8) 10- 2-53 

S13-6 Naughty But Mice (7). 10- 2-53 .... 

CASPER CARTOONS 

(Technicolor) 

B12-6 Little Boo Peep (7) . . . 

8-28-53 + 10-3 


B13-1 Do or Diet (7) 10-16-53 + 10-31 

B13-2 Boos and Saddles (7) .12-25-53 

. 

+1-9 

B13-3B00 Moon (3-0) (S) 1- 1-54 + 2-13 

. . 

B13-4 Zero the Hero (..).. 2-26-54 

CALLING SCOTLAND YARD 

(English-made) 

5351 Javanese Dagger (27) Mar.-54 +4-3 

5352 Falstaff's Fur Coat (27).Mar.-54 

5353 The Missing Passenger 

(27) Mar.-54 

5354 The Final Twist (27) Apr.-54 +4-3 

5355 The Sable Scarf (27) Apr.-54 

5356 The Wedding Gift (27) . .Apr.-54 +4-3 

GRANTLAND RICE SPORTLIGHTS 

R12-12 Collegiate Circus Champs 

(9) 8-14-53 + 9-26 


R13-1 Rocky Mountain River 

Thrills (9) 10- 2-53 tt 10-24 

R13-2 Mother Was a Champ 

(9) 11- 6-53 + 12-12 

R13-3 Choosing Canines (9)..U-13-53 + 12-12 

R13-4 Rough Radin' Youngsters 

(9) 12- 4-53 +1-9 

) 

. 

44.109 Dragon Around (7) . 

44.107 Donald's Diary (7). 

44.108 The Lone Chipmunks 

(7) 

R13-5 Water Swimphony (9) . .12-18-53 R13-6 Angling for Thrills (9) 1-22-54 + 

R13-7 Kids on a Springboard 

(9) 2-26-54 + 

R13-8 Riding the Glades (..) 3-12-54 

HEADLINER CHAMPIONS 

(Reissues) 

A13-lTuna (9) 10- 2-53 

A13-2 Timber Athletes (9)... 10- 2-53 

A13-3 Try and Catch Me (9) . 

.10- 2-53 

A13-4 Who's Who in Animal Land 

(10) 10-2-53 

A13-5 Bundle From Brazil 

(10) 10- 2-53 

A13-6 Broncs and Brands (9). 10- 2-53 

HERMAN & KATNIP 

(Technicolor Cartoons) 

H12-4 Drinks on the Mouse (7) 8-28-53 + 

H13-1 Northwest Mousie (7) .12-18-53 H 

. 

H13-2 Surf and Sound (7) . . 

2-19-54 + 

NOVELTOONS 

(Technicolor) 

P12-6 Surf Bored (7) 7-17-53 + 

P13-1 Huey's Ducky Daddy 

(7) 11-20-53 + 

P13-2 The Seapreme Court (7) 1-29-54 + 

P13-3 Crazy Town ( . 

2-12-54 

. 

PACEMAKERS 

KI2-6 Hurricane Hunters (10) 8- 7-53 H 


K13-lThe Spirit of Seventy 

(9) 10-2-53 + 

K13-2 Society Man (10) 12-25-53 + 

K13-3 The Room That Flies 

(..) 2- 5-54 

POPEYE CARTOONS 

(Tethnicolor) 

E12-7 Baby Wants a Battle (6) 7-24-53 E12-8 Firemen's Brawl (6) . 

. . 

8-21-53 + 


E13-1 Popeye. the Ace of Space 

(7) 10- 2-53 -H 

(Three-dimension) 

E13-2 Shaving Muggs (6) 10-30-53 + 

E13-3 Floor Flusher (6) 1- 1-54 + 

TOPPER 

M13-1 Rowdy Raccoons (10).. 10- 2-53 + 

M13-2 Uncommon Sense (10) 1-29-54 + 

M13-3 Wings to the North 

(10) 2-19-54 + 

M 13-4 Bear Jam (..) 3-5-54 

RKO Radio 

.12-25-53 . 1-15-54 + 

. 2- 5-54 

. 2-26-54 

. 3-19-54 

. 4- 9-54 

. 4-30-54 

>j 

lilillHT 

1-23 

2-13 

3-20 

10-24 

1- 9 

3-20 

9-19 

12-12 

3-27 

9-19 

10-24 

1-23 

9-26 

10- 3 

10- 3 

10-31 

1-23 

11- 7 

2-13 

3-27 

Prod. No. Title Rel Date Rating Rer'd 

COLOR SPECIALS 

43,001 Holiday Island (15).. 8-14-53 tt 

43,301 Prowlers of the Everglades 

(32) 8-14-53 

43,601 Pecos Bill (25) 2-19-54 +| 

44.401 Motor Rhythm (8) 9-18-53 

44.501 Motor Rhythm (2-D) 

(8) 9-18-53 

DISNEY CARTOONS 

(Technicolor) 

34.111 How to Dance (7) 7-11-53 + 

34.112 The New Neighbor (7) 8- 1-53 4+ 


44.101 Football (Then and 

Now) (7) 10- + 11 

2-53 

44.102 Rugged Bear (6) 10-23-53 

44.103 Working for Peanuts 

(7) 11-13-53 

44.104 How to Sleep (7) 12- 4-53 + 

44.105 Canvas Back Duck 

(7) 

44.106 Spare the Rod (7) . . 

44.110 Grin and Bear It (7) 

44.111 The Social Error (7) 

. 

44.112 Chips Ahoy (7) 

5-21-54 

EDGAR KENNEDY 

(Reissues) 

43.502 Trouble or Nothing (IS) 8-21-53 

43.503 Wall Street Blues (17) 9- 4-53 

43.504 Motor Maniacs (IS) . 9-18-53 

. 

43.505 Do or Diet (IS) 10- 2-53 

43.506 Heading for Trouble 

(18) 10-16-53 

LEON ERROL COMEDIES 

(Reissues) 

43,701 Gem Jams (18) 7-31-53 

43.703 Birthday Blues 8-28-53 

(17) . . 

43.704 Ufs Go Stepping (17) 9-11-53 

43.705 It Shouldn't Happen 

to a Dog (18) 9-25-53 

43.706 Maid Trouble (18)... 10- 9-53 

MICKEY MOUSE BIRTHDAY 

CARTOONS 

(Technicolor) 

(Reissues) 

44.801 Mickey's Birthday Party 

(8) 8-14-53 

44.802 The Pointer (8) 8-21-53 

44.803 Tiger Trouble (7) 8-28-53 

44.804 The Nifty Nineties (7) 9- 4-53 

44.805 Mr. Mouse Takes a Trip 

(8) 9-11-53 

9- 5 

2-27 

7-25 

9- 5 

1-30 

1-23 

1-16 

44,806 

43,202 

44,301 

44,302 

44.303 

44,304 

Best in Show (8) 10-30-53 + 

Wild Birds'Wingino 

(8) 11-27-53 + 

44,305 Summer Schussboomers 

(8) 12-25-53 + 

44,306 

44,307 

43.401 

43,402 

44.201 

44,202 

44,203 

44,204 

44,205 

44,206 

44,207 Golden 

44,208 Mission 

Gate 

Ship 

(. .) 

(..)... 

3- 

4- 

5-54 

2-54 

44.209 Untroubled Border 

44,210 

43,101 Shark Killers (15).... 10- 2-53 ++ 10-10 

43,102 This Is Little League 

(15) 10-30-53 + 1- 9 

43.103 The Magic Streetcar 

(20) 12-18-53 + 1-16 

43,901 

43,801 

The Whalers (8) 9-18-53 

MY PAL 

(Reissues) 

Pal's Adventure (20) . . 9- 4-53 

PATHE SPORTSCOPES 

Ben Hogan (8) 9- 4-53 

Bat Boy (8) 10- 2-53 + 

Railbird's Album (8). 1-22-54 + 

Golfing With Demaret 

(8) 2-19-54 + 

RAY WHTTLEY 

(Reissues) 

A Western Welcome 

(18) S-a-53 

Rhythm Wranglers (19) 9-18-53 

SCREENLINERS 

Running the Red Blockade 

(8) 9-18-53 + 

Herring Hunt (10) .. .10-16-53 + 

Laughs of Yesterday 

(8) 11-13-53 -H 

Ocean to Ocean (8) .. 12-11-53 + 

Report on Kashmir 

(10) 1- S-54 + 

Fire Fighters (8) 2- 5-54 +f 

( . . ) 4-30-54 

Black Power (..)... 5-28-54 

SPECIALS 

SPORTS SPECLRLS 

Football Headliners 

(15) 12-U-53 + 

Basketball Headliners 

4-16-54 

( ) . . 

20th Century-Fox 

Prod. No. Title Rel Date Rating 

CINEMASCOPE SPECIAL 

(Technicolor) 

7401 The Coronation Parade . 

(71/2) N0V.-53 

7402 Vesuvius Express 

(15) Dec.-53 H 

7403 Finale From Tschaikovsky's 

Symphony No. 4 (6) . . Dec.-53 -H 

7404 Dancers of the Deep 

(6) Jan.-54 + 

9382 Grunters and Groaners (10)July-53 

7405 Polovctzian Dances From 

Prince Igor (71/2) Feb.-54 

7406 Tournament of Roses 

, ^. ,, 

(I5/2) 

Feb.-54 -H- 

SEE IT 

HAPPEN 

6304 Impact of Tragedy (10) .0ct.-53 + 

. . 

6305 Calamity Strikes (9) No».-53 

6306 Focus on Fate (10) Dec.-53 ++ 

SPORTS 

3304 Unusual Sports (9) 0ct.-53 + 

3305 Laurentian Sports Holiday 

(9) OcL-53 + 

3306 The Golden Glover (9) . . . Dec.-53 + 

TERHYTOONS 

(Technicolor) 

5317 Terry Bears in Open House 

(7) Aug. -53 + 

5318 The Talking Magpies in 

Bargain Daze (7) Aug.-53 + 

5319 Aesop's Fable Sparky, . , „ , 

+ 

10-10 

11- 7 

1-16 

1-16 

3- 6 

3- 6 

11- 7 

11- 7 

1- 9 

1-16 

2-27 

3- 6 

2-27 

the Firefly (7) Sept.-53 + 10-10 

5320 Little Roquefort in 

Mouse Menace (7) 

, » _, . 

Sept.-53 ± 10-31 

5321 Terry Bears in the Reluctant 

Pup (7) OcL-53 + U-14 

5322 Dimwit in How to Keep 

Cool (7) OcL-53 + 

5323 Dinky in the Timid 

Scarecrow (7) Noy.-53 + 

5324 The Talking Magpies 

in Log Rollers (7) Nov.-53 + 

5325 Mighty Mouse in Spare 

the Rod (7) Dec.-53 + 

5326 Terry Bears in Growing 

Pains (7) Dec.-53 + 

5401 Little Roquefort in Runaway 

Mouse (7) Jan.-54 

5402 Dimwit in How to Relax 

(7) Jan. -54 

5403 The Helicopter (7) 

(reissue) 

Jan.-54 

5404 The Talking Magpies in 

Blind Date (7) Feb.-54 + 

+ 

5405 Nonsense Newsrcel (7) . . 

5406 Much Ado About Nothing 

(7) (reissue) Feb.-54 

5407 Mighty Mouse in the Helpless 

Hippo (7) Mar.-54 + 

5408 Terry Bears in Pel Problems 

(7) Mar.-54 + 

Rn'd 

1- 9 

1- 9 

1-30 

4- 3 

11- 7 

U- 7 

1-23 

12- 5 

U- 7 

1-30 

9- 5 

9-26 

U- 7 

11-14 

U-14 

12- 5 

U-21 

1-30 

2-13 

3-20 

3-27 

BOXOFFICE BookinGuide : : April 10, 1954

. 9-24-53 

Gopher 

— 

SHORTS CHART 

5409 The Frog and Uie Princess 

(7) (reissue) Maf.-54 

5410 Little Roquefort in Prescription 

for Percy (7) Apr.-54 + 4-3 

5411 The Taking Magpies in 

Satisfied Customers (7).Apr.-54 .... 

5412 Mighty Mouse in the Wrecii of the 

Hesperus (7) (reissue). Apr. -54 


Prod. No. Title Rel Date Rating Rev'd 

COLOR PARADE 

8383 Calypso Carnival . 

Oi/z) . 8-10-53 ± 9-26 

8384 Three Years to Victory 

(6) + 1019-53 1-23 


Aminos (9) . . 2- 9381 Go South 8-54 -f- 

2-13 

9382 Royal MidOcean Voyage 

(9) 3- 1-54 + 3-20 

EARTH AND ITS PEOPLES 

8371 The Lumber Stales (21) 8-10-53 + 9-26 

8372 Mountain Farmers (20) . 9- 3-53 -(+ 10-31 

8373 Adobe Viliase (19).... 10- 5-53 H 11-14 

MUSICAL FEATURETTE 

8309 Camp Jaboree (18) 10- 8-53 11-a 

8310 Fabulous Oorseys (16) .. 10-29-53 + 1-16 


9101 Carnival in April (18) 

(3-D) 11-12-53 

9301 Carnival in April (IS) . .11-12-53 

9302 David Rose and His Orchestra 

(I51/2) 12-24-53 +f 1-30 

9303 Hawaiian Nights (17) . . . 1-22-54 + 2-13 

SPECIALS 

9201 Perils of the Forest (17) 2-14-54 

VARIETY VIEWS 

8345 Bolivar Bonanza (9) 9- 7-53 + 10-24 

8346 Behind the Wall (10) . ++ 11-14 


9341 Byways to Broadway 

(9) 11-16-53 + 11-21 

9342 Bow River Valley (9) . . 

1- 4-54 ± 1-30 

9343 Brooklyn Goes to Chicago 

(91/2) 2-22-54 + 2-13 

WALTER LANTZ CARTUNES 

(Technicolor) 

8329 M.iw and Paw (6) 8-10-53 + 9-26 

8333 The Hypnotic Hie (3-D) 

(6) 8-26-53 

8330 Belle Boys (6) 9-14-53 + 10-24 

8331 Maw and Paw in Plywood 

Panic (6) 9-28-53 + 1-23 

8332 Hot Noon (6) 10-12-53 + 1-16 


9321 Chilly Willy (6) 12-21-53 -f 1-30 

9322 Socko in Morocco (6) . . . 1-19-54 

9823 A Horse's Tale (6).... 2-15-54 -f 3- 6 

Warner Bros. 

Prod. No. Title Rel Date Rating Ro'd 

BLUE RIBBON HPT PARADE 


9312 Snifles Takes a Trip 

(7) 8- 1-53 

9313 Whacky Wild Life (7)... 8-29-53 


1301 Old Glory (7) 9-12-53 

1302Walky. Talky Hawky 

(7) 10-17-53 

1303 Birth of a Notion (7).. 11- 7-53 

1304 Eager Beaver (7) 11-28-53 

1305 Scent- 1 mental Over You 

(7) 12-26-53 

1306 Of Fox and Hounds (7) . 2- 6-54 

1307 Roughly Squeaking (7) . 2-27-54 

1308 Hobo Bobo (8) 4- 3-54 

1309 Gay Antics (..) 4-24-54 

BUGS BUNNY SPECIALS 

(Technicolor) 

9730 Bully for Buos (7) 8- 8-53 +f 8-22 


1723 Duck! Rabbit. Duckl (7) 10- 3-53 + 10-31 

1724 Robot Rabbit (7) 12-12-53 -f 1-30 

1725 Captain H.ircblower (7) . 1-16-54 + 2-20 

1726 Bugs and Thujs (..).. 3-13-54 

1740 Lumber Jack-Rabbit (7) (3-D) 

CLASSICS OF THE SCREEN 

. 

1101 Minstrel Days (20) ... 9-26-53 

1103 Spills for Thrills (18) . .11-21-53 

1102 They Were Champs ( . 

. ) 1-23-54 

1104 This Wonderful World 

( . ) 3-27-54 

lOE McDOAKES COMEDIES 

9406 So You Love Your Dog 

(10) 8- 1-53 +8-8 


1401 So You Think You Can't 

Sleep (10) 10-31-53 + U-21 

1402 So You Want to Be an 

Heir (10) 12-19-53 +1-9 

1403 So You're Having Neighbor 

Trouble (10) 1-30-54 + 2-20 

1404 So You Want to Be Your 

Own Boss (10) 3-13-54 

MELODY MASTER BANDS 

(Reissue) 

9806 Soade Cooley Band (10) 8-22-53 


1801 Desi Arna2 and Band 

(10) 10- 3-53 

1802 Hal Kemp & Orch. (10) 11-14-53 

1803 Rhythm of the Rhumba 

(9) 1- 2-54 

1804 Songs of the Range (9) 2-27-54 

1805Jammin' the Blues (..) 4-17-54 

MERHIE MELODIES 

(Technicolor) 

9721 Plop Goes the Weasel (7) 8-22-53 -f- 10- 3 

9722 Cat-Tails for Two (7) . . 8-29-53 + 10- 3 


1701 A Street Cat Named Sylvester 

(7) 9- 5-53 +f 9-19 

1702 Zipping Along (7) 9-19-53 -f 11- 7 

1703 Easy Peckin's (7) 10- 17-53 -f 11-14 

1704 Catty Cornered (7) 10-31-53 -f 11-21 

1705 01 Rice and Hen (7) . .11-14-53 + 12-5 

1706 Cats A-Weijh (7) 11-28-53 + 12- 5 

17C7 Punch Trunk (7) 12-19-53 ff 1- 9 

1708 Dog Pounded (7) 1- 2-54 2-20 

1709 I You (7) 1-30-54 + 2-20 

1710 Feline Frame-Up (7)... 2-13-54 

1711 Wild Wife (7) 2-20-54 

1712 No Barking (7) 2-27-54 

1713 Dcsion for Leaving ( . . ) 3-27-54 

1714 The Cat's Bah (..) 4- 3-54 

1715 Bell- Happy (..) 4-17-54 

SPORTS PARADE 

(Technicolor) 

9510 A Danish Sport Delight 

(10) 8-15-53 + 9-26 


1501 Royal Mounties (10) 9-19-53 ++11-7 

1502 Sea Sports of Tahiti 

(10) 10-24-53 + 11-14 

1504 Arabians in the Rockies 

(10) 12-12-53 + 11-14 

1503 Born to Ski (10) 1-16-54 -f 2-13 

1505 When Fish Fight (10).. 2-20-54 

1506 Hear of a Champion (..) 3-20-54 

1607 Carnival in Rio (..)... 4-24-54 

TECHNICOLOR SPECIALS 

1001 Gone Fishin' (20) 9-12-53 + 10-3 

1002 Romance of Louisiana 

. (20) 10-10-53 

1003 North of the Sahara (17) 11- 7-53 +f 12- 5 

1004 Don't Forjet to Write 

(17) 12- 5-53 1-16 

1005 Winter Paradise (20) ... 1- 9-54 + 2-13 

1006 Hold Your Horses (20) . 2- 6-54 

1007 Monroe Doctrine (..).. 3-6-54 

1008 Continental Holiday (20) 4-10-54 

VITAPHONE NOVELTIES 

9607 The Spirit of West Point 

(10) 8- 8-53 +9-5 


1601 Hit 'Im Again (10) 9- 5-53 

1602 Say It With Spills (10) 10-24-53 + 11-21 

1603 Magic Movie Moments 

(10) 12-26-53 

1604 Remember When (10).. 3-20-54 

WARNERCOLOH SPECIALS 

Black Fury (32) 0ct.-54 

MISCELLANEOUS 

Prod. No. Title Rel Date Rating BWd 

Republic 

COMMANDO CODY ADVENTURES 

5274 Robot Monster of Mars 

(30) 7-3-53 

5275 Hydrogen Hurricane (30) 7-10-53 

5276 Solar Sky Riders (30) . . 

7-17-53 

5277 SOS Ice Age (30) .... 7-24-53 

5278 Lost in Outer Space (30) 7-31-53 

SERIALS 

5381 Canadian Mounties vs. Atomic 

Invaders 7- 8-53 .... 

12 Chapters 

5382 Return of Captain America 9-30-53 

15 Chapters (reissue) 

5383 Trader Tom of the China 

Seas 

15 Chapters 

l-U-54 

THIS WORLD OF OUHS 

(Trucolor) 

9223 Germany (9) 8- 1-53 

9224 Japan (8) 10-1-53 

9225 Hong Kong (9) 1- 1-54 

Independents 

Aloha Nui! (10) Dudley + 9-19 

White Mane (40) Snyder -H 1-16 

Look Who's Driving (8) 

Aetna Casualty Co H 1-23 

Crucifixion (14) Noel Meadow + 3-27 

Martin and Gaston (IV/i) 

George K. Arthur 4+ 3-27 

Return to Glennascaul (26) 

Mayer-Kingsley ++ 3-27 

Royal Symphony. The (26) 

United Artists 

Sunday by the Sea (14) Noel 

+ 3-27 

Headovr # 3-27 

SHORTS REVIEWS 

Hollywood Stars to 

Remember 

(Screen Snapshots) 

Columbia 10 Mins. 

Good. This will delight all the oldtimers 

who iondly remember their 

silent days favorites, Wallace Reid, 

Lon Chaney, Francis X. Bushman, 

Norma Talmadge, Douglas Fairbanks, 

Tom Mix and Rudolph Valentino. 

Also shown briefly are Will 

Rogers, Carole Lombard, Leslie Howard, 

Jean Harlow and John Barrymore—quite 

a lineup. To bring the 

short up to date and interest the 

moviegoers of today, Producer. Ralph 

Staub has John Derek, handsome 

young star, reminisce over the Hollywood 

greats. 

Magoo Goes Skiing 

Columbia (Mr. Magoo) 7 Mins. 

Very good. That lovable character, 

the near-sighted Mr. Magoo, has 

some more hilarious adventures 

this lime at a Swiss skiing resort. 

On his way up to the ski slope, he 

takes a wrong turn and instead goes 

up to the top of the dangerous Matternot 

mountain. Still believing he is 

on a gentle slope, Magoo takes off 

down the mountainside. En route, 

he dislodges an avalanche which 

pursues him down the mountain and 

into the hotel. 

Falstaff's Fur Coat 

(Calling Scotland Yard featurette) 

Paramount 

27 Mins. 

Good. This film dealing with a 

pompous Shakespearean actor is 

uniformly interesting and ends with 

a surprise twist. Howard Marian 

Crawford plays the ham actor role. 

A tailor unwillingly sells him a fur- 

Irimmed coat into the pockets of 

which thieves drop the valuables 

they hove stolen in the belief he is 

a member of the gang. The tailor 

is murdered for selling the coat, a 

duplicate of others used by the gang. 

The police persuade the actor to tell 

the newspapers he knows the murderer. 

The gang shoots him while 

he is performing on the stage and 

the police get them. It is only then 

that the part played by the coat becomes 

known. Paul Douglas narrates 

how the actor goes on through 

life with an inflated ego because the 

bullet hadn't punctured him sufficiently. 

It's both comic and dramatic. 

The Missing Passenger 

(Calling Scotland Yard featurette) 

Paramount 

27 Mins. 

Good. Starting with a good story 

and following through witn better 

than average direction and acting, 

this latest in the featurette series 

should entertain all audiences and 

please some of them mightily. Produced 

by Edward I. and Harry Lee 

Danziger, it is the tale of a novel 

and diabolical revenge visited by 

spinster sisters on a man who left 

them because he could not decide 

which to marry. On his return as a 

visitor, they make him a prisoner in 

their home so that he can never 

leave them again. The acting of Patrick 

Barr, Kay Walsh and Betty Ann 

Davies is topnotch. Unfortunately 

they are not well enough known to 

be exploited. Opening and closing 

narration is supplied by Paul Doulas, 

who has name value. 

The Sable Scarf 

(Calling Scotland Yard ieaturetti 

Paramount 

27 Mi:. 

Good. Another film dramatic i 

the series that should have populappeal 

because of its background 

i 

fortune telling, prison camps, illi>. 

love and murder, all expertly ooipressed 

into featurette length. Jui 

Campbell is the fortune teller who> 

husband, returned from the wc, 

gives her information about missii' 

soldiers from the home town whi. 

she, consulting the crystal be, 

passes on to sorrowing neighb^ 

for a price. Finally threatened v 

exposure by her husband when . 

learns she has a lover, she stabs hi 

to death. Scotland Yard finally flxi 

the crime on her through a scarf CD. 

a scar on the arm of the dead mc 

The other players are Andrev.' Craford, 

Hugh Latimer and John Laur. 

Paul Douglas again narrates. 

Univ.-Int'l 

Alley to Bah 

(Walter Lanlz Cartune) 

6 Mir 

Good. Woody Woodpecker ai 

Buzz Buzzard are sailors ashore 

Bali in this entertaining Technicol 

cartoon. The Balinese princess 

making an offering of radishes a:, 

scallions to the fire god of the vci 

cano, who demands a long pigsailor. 

The princess comes aft 

Woody and Buzz and has no troub 

enticing them to the stomach of tl, 

god of the volcano. Before they a 

> 

turned into hot dogs, they esca): 

and return to the bar—but yrhi 

they see arms they again fall—in 

the arms of an octopus. 

Univ.-Int'l 

Dig That Dog 

(Walt Lantz Cartune) 

S Mil 

Good. A clever and amusing cc, , 

toon about dogs. Mr. Pettipoint, wl 

lives on a quiet street, has one ami 

tion—to own a little dog and kei 

him in the house he has prepare 

At the pet shop, he is attracted 1 

"Cuddles," and only when he ge 

him home does he discover that I 

is a Great Dane. As "Cuddle 

grows older, he starts burying thini 

and finally undermines even tl, 

house. Mr. Pettipoint tries unsuccea 

fully to get rid of "Cuddles" ar:^ 

finally_ puts him on a rocket bou( 

• 

for the moon. 

Rhythm an(i Rhyme 

(Musical Featurette) 

Univ.-Intl 

15 Mr I 

Fair. Merely a collection of vaud 

ville and nightclub acts which w 

serve as a time-filler on the averac 

program—but no more than the 

Carl Ravazza starts off the procee 

ings by warbling "My Lady Lov 

to Dance" and the Lancers, a voc 

team, sing "Little Liza Jane" or 

"It's You, It's You I Love." Eilee 

O'Dare dances to the "Samba" ai. 

Cc 

"New York Fantasy" while Ike 

penter and His Orchestra play tl ; 

"Love Theme" from the current h ' 

"The Glenn Miller Story," the be 

part of the short. 

10 

BOXOFFICE BooldnGuide 

: : 

April 10, 195

Opinions on Current Productions; Exploitips 

mWJM lll!/JliUt 

(FOB STOBY SYNOPSIS ON EACH PICTUM, SEE REVERSE SIDE) 

Knock on Wood 

Paromount ( ) " 103 Minutes 

p" Musical Comedy 

'• 

(Technicolor) 

Rel. Juno '54 

Danny Kaye is back, in his familiar slapstick comedy 

groove in a hilarious picture, the funniest since "Up in 

Arms" introduced him to the screen public ten years ago. 

Written, produced and directed by Norman Panama and 

Melvin Frank, it is a riot of laughs from start to finish and 

should be a boxoffice triumph in any type of house. The 

story is a highly imaginative one with something to please 

every taste, be it lovers of down-to-earth comedy, suspenseful 

chase sequences, popular tunes or even the ballet fans 

who will roar at the elaborately staged Russian ballet which 

is the picture's climax. Two of the songs are in the popular 

vein, "All About You" and the title tune, both sung by Danny, 

who also does one of his clever patter numbers. Mai Zetterling 

is a charming and completely natural heroine. Technicolor 

photography is excellent. 

Danny Kaye, Mai Zetterling, David Bums. Torin Thatcher, 

Diana Adams, Leon Askin, Abner Bibennan, Gavin Gordon. 

TP Drama 

Elephant Walk ' 

(Technicolor) 

Paramount (5317) 103 Minutes Rel. June '54 

Massive and masterful is the screen edition of Robert 

Standish's widely read novel of lives and loves on the 

faraway island of Ceylon, where much of the picture was 

filmed. The exotic beauties of that locale and the enlightening 

portrait of its people and fauna are enough in themselves 

to justify the price of admission and, parenthetically, to 

keynote profitable exploitation. But merit and merchandising 

possibilities do not end there. Additionally there are the 

sterling performances of a highly talented, name-weighted 

cast; the dramatic, exciting, emotional screenplay; striking 

Technicolor photography, and a hair-raising climax in which 

a herd of stampeding elephants, the like of which has never 

been filmed, destroys the palatial home of the principals. 

The lush and authentic production values, credited to Irving 

Asher, are bolstered by the expert direction of William 

Dieterle and technical details of comparable effectiveness. 

Elizabeth Taylor, Dana Andrews, Peter Finch, Abraham 

Sofaer, Abner Biberman, Noel Drayton, Rosalind Ivan. 

Drive a Crooked Road F 

"""'^ 

Columbia (638) 82 Minutes Rel. Apr. '54 

A taut little drama which is lifted above the realms of the 

ordinary by the performances turned in by its two stars and 

the heavy. An offbeat story gives Mickey Rooney an opportunity 

to display his never disputed but too often unemployed 

talents as a dramatic actor of stature. Credit for the nice 

timing and steadily building suspense should go to the 

well-written script and the direction of Richard Quine. Jonie 

Taps has given it good production. Kevin McCarthy, who 

sccred as one of the sons in "Death of a Salesman," appears 

here to advantage as a smiling villain who makes of skullduggery 

a fine art. Dianne Foster draws a fine line between 

the villain's accomplice and a girl whose decent impulses 

finally triumph. Exploitation will be most effective when accenting 

the acting of the principals and the suspenseful 

story line. Running time permits it to fit smoothly into a 

dual program. 

Mickey Rooney, Dianne Foster, Kevin McCarthy, Jack Kelly, 

Harry Landers, Jerry Paris, Paul Picemi. 

.nil 

boF 

Prince Valiant 

20th Century-Fox (411) 

F 

Costume Drama 

(CinemaScope-Teclinicolor) 

100 Minutes Rel. April '54 

If ever a subject was made-to-order for the CinemaScope 

medium, it was the King Features adventure strip which is 

syndicated to hundreds of newspapers and avidly read by 

millions of youngsters. For sheer beauty of Technicolor 

photography, breath-taking vistas of medieval castles and 

the magnificent countryside of England and Wales and 

spectacular duels and battles, this romantic adventure drama 

has rarely been surpassed. As produced by Robert L. Jacks 

and ably directed by Henry Hathaway, action is always 

ufêrmost and the incredibly heroic deeds of Prince Valiant 

and the dastardly skullduggery of the Black Knight at King 

Arthur's court will thrill the younger element and all escapistminded 

adults. Robert Wagner as Valiant performs feats 

worthy of Douglas Fairbanks at his best. James Mason, 

Sterling Hayden and Victor McLaglen are ideally cast. 

James Mason. Janet Leigh, Robert Wagner, Sterling Hayden. 

Debra Paget, Victor McLaglen, Brian Aheme. Barry Jones. 

Southwest Passage 

United Artists ( ) 75 Minutes 

Rel. 

Several previous westerns hove been predicated on a 

comparatively obscure morsel of frontier history that treats 

with an experimental attempt to use camels in pioneering 

and patrolling America's desert wastelands. But the subject 

never before has been so excitingly and expertly brought 

to the screen as in this Edward Small-produced, lightningpaced, 

suspenseful, action-crammed sagebrush saga. The 

film rates such appraisal because of many assets. Among 

them: Convincing performances by a competent cast of considerable 

marquee value; a solid, engrossing screenplay; 

impressive production mountings accenting Pathe Color 

photography of rugged and beautiful scenic backgrounds; 

plenty of spectacle and 3-D which doesn't go overboard in 

pursuit of thrill-seeking gimmicks but wisely concentrates 

on enhancing the film's basic qualities. Expertly directed by 

Ray Nazarro. 

Rod Cameron, Joanne Dru, John Ireland, John Dehner, Guinn 

Williams, Mark Hanna, Darryl Hickmcm, Morris Ankrum. 

The Lone CrUn 

F 

Western 

(3-D, Pathe Color) 

r (Cobr Corp. of America) 

United Artists ( ) 78 Minutes Hel. April '54 

Wherever action pictures are favored, this interest-holding 

and exciting outdoors drama should do excellent business. 

George Montgomery, who has starred in many Columbia 

action films, and attractive Dorothy Malone have good 

Brand, who recently scored in 

marquee value while Neville 

"Riot in Cell Block 11," is starting to build a following. This 

will make a strong supporting feature for any double bill. 

A World Films presentation, directed by Ray Nazarro. it has 

above-average color by Color Corp. of America which 

enhances the desert backgrounds. Montgomery demonstrates 

his two-fisted ability in several terrific set-tos with Brand, 

Douglas Kennedy and Robert Wilke, who play .a brutish trio 

of desperados in most convincing fashion. The romantic 

interest is slight but Frank Faylen, well remembered as the 

bartender in "Lost Weekend," adds lighter touches as a 

philosophical gambler framed lor a murder he didn't commit. 

George Montgomery, Dorothy Malone, Frank Faylen, Neville 

Brand, Skip Homeier, Douglas Kennedy, Robert Wilke. 

The Miami Story F 

Crime Drama 

Columbia (641) 75 Minutes Rel. 

With two stars of proven worth and marquee name value, 

a hard-working set of supporting actors and careful production, 

the fact that this gang busting movie doesn't quite 

come off, may be laid directly to the involved and confusing 

screen story and uninspired direction. The pace is painfully 

slow for the first third of the running time and spectators 

will find it difficult to keep the thread of the plot in mind 

as it takes so long to get under way that the necessary effort 

seems scarcely worthwhile. Exploitation should bear down 

heavily on the dramatic acting reputations of the two stars 

as there is little else to spark attendance. The hackneyed 

situations unfold in the same way in which many, many 

gangster syndicate films have done before and the next 

day it v/ould be hard to differentiate between this feature and 

20 others of that ilk. Sam Katzman produced and Fred F. 

Sears directed. 

Barry Sullivan, Luther Adler, John Baer, Adele Jergens, 

Beverly Garland, Dan Riss, Damian O'Flynn 

I) 

1572 BOXOFFICE 

Make Haste to Live 

Drama 

Republic ( ) 90 Minutes 

Rel. 

After spectators learn what this is all about—which they 

will do following a lengthy and over-mysterious start—they 

will be fascinated by the terror and suspense that was 

convincingly woven into a screenplay based on d novel by 

the Gordons. Resultantly, the picture should generate the 

favorable word-of-mouth reaction that assures profitable 

attendance in all bookings. Further to indicate popularity 

is a bevy of praiseworthy performances by a carefullyselected 

cast, with an extra bow the just due of topliners 

Dorothy McGuire and Stephen McNally—whose names, incidentally, 

are sufficiently magnetic to sparkplug merchandising 

of the offering. Rapidly-rising Mary Murphy is a standout 

among the supporting mummers. To veteran William A. 

Seiter, the film brings a double laudatory credit. He directed 

and, as associate producer, was responsible for the feature's 

aura of authenticity as regards atmosphere and backgrounds. 

Dorothy McGuire, Stephen McNally, Mary Murphy. Edgar 

Buchanan, John Howard, Ron Hagerthy, Pepe Hem. 

April 10, 1954 1571

. . What 

. . Now 

FEATURE REVIEWS 

Story Synopsis; Adiines for Newspaper and Programs 

— 

n 

THE STORY: "Prince Valiant" (20th-Fox) 

Prince Valiant (Robert Wagner), son of the king of Scandia, 

who has been exiled and hiding in England for many years, 

;a sent to King Arthur's Court to enlist his support in a drive 

to oust the treacherous Vikings. Valiant is befriended by 

Sir Gawain (Sterling Hayden) who trains him for knighthood. 

After being almost killed by a mysterious Black 

Knight who pursues him, Valiant is nursed back to health 

and falls in love with Princess Aleta (Janet Leigh). Later / 

Valiant learns that the Black Knight is none other than Sir \^, 

Brack (James Mason), one of Arthur's knights, who covets the 

king's throne. Brack, with the aid of the Viking hordes, 

captures and imprisons Valiant and his parents but the young 

man succeeds in breaking out of his cell and single-handadly 

pours boiling oil on the Viking forces. He exposes Brack and 

kills him, is knighted by King Arthur and makes Aleta his bride 

CATCHLINES: 

The Amazing Adventures of Prince Valiant Spring to Life 

on the Glorious CinemaScope Screen . . . Robert Wagner 

as Prince Valiant arid James Mason as the Villainous Sir 

Brack Fight for the Love of the Beautiful Princess Aleta. 

THE STORY: 

"Southwest Passage" (UA) 

John Ireland, a notorious outlaw; his girl Joanne Dru, and 

her wounded brother elude a posse after a bank holdup. 

Posing as a doctor who had been expected, Ireland joins a 

camel caravan being led across the desert to California by 

Rod Cameron to prove the practicability of the animals as 

beasts of burden in the west. Subsequently, after her brother 

dies, Joanne also is added to the party. When Cameron 

learns Ireland isn't really a doctor, he sends the gunman 

out alone into the desert, but Ireland returns to guide the 

CfTOup to a badly-needed waterhole he has found. They beat 

off an Apache attack and the reformed Ireland turns over 

his loot to Cameron to be returned to the bank. Then, with 

Joanne crt his side, Ireland continues on to California with 

the expedition. 

CATCHLINES: 

Stirring Action and Adventure in the New Mexico Desert 

... In a Thrilling Page Torn From Frontier History . . . The 

Story of a Gunman ... A Girl . . . And a Man Who Blazed 

a New and Exciting Trail. 

THE STORY: "The Lone Gun" (UA) ^.5-. 

George Montgomery, a former marshal who has turned 

in his badge because he is disgusted with mob violence, 

meets Frank Faylen, an itinerant gambler, en route to Texas. 

After beating up Neville Brand, Douglas Kennedy and Robert 

Wilke, three desperado brothers who accuse Faylen. Montgomery 

is persuaded to become marshal of a little cattle 

town. Montgomery traces the local cattle rustling to the three 

brothers but he also learns that they are operating from a 

ranch owned by Dorothy Malone and her brother. Skip 

Homeier, who is in debt to them. When the brothers find 

that Homeier has won the money to pay them off from 

Faylen, they kill the former with the Icrtter's gun. Faylen is 

jailed but the brothers then kill the jailer and kidnap the 

prisoner. Although they plan to ambush Montgomery when 

he goes after Faylen, the brothers are trapped in the desert 

where Brand is captured and the other two killed. 

CATCHLINES: 

One Marshal With His Lone Gun Pitted Against Three 

Desperadoes ... He Hated Mob Violence But 

Law and Order. 

Blood-Thirsty 

Believed in 

THE STORY: "Make Haslo to Live" (Rep) 

Now operating a newspaper in New Mexico, Dorothy 

McGuire comes face to face with her past when her husband, 

Stephen McNally, shows up to exact his revenge. 

Eighteen years before, McNally, a gangland killer, was 

convicted of murdering her when the body of a prostitute 

shattered by an explosion was incorrectly identified as being 

that of Dorothy. Posing as Dorothy's brother, McNally intends 

to lure their daughter, Mary Murphy, into the corruption of 

the underworld. In an effort to get Mary away from the 

entanglement, Dorothy prepares a tape recording of her 

.:tory and asks John Howard, an archeologist who is in love 

with her, to fly her and Mary secretly to Mexico. McNally 

spikes her every move, and Dorothy decides to kill him, 

but finds she can't do it. He is killed while pursuing her, 

and Dorothy is able to return to her normal peaceful life. 

CATCHLINES: 

For Eighteen Years She Shared Her Terrible Secret With 

No One . . . Then Her Past Confronted Her . Was 

the Veil of Shame That Shrouded This Beautiful Women? 

. . . The Ansvêr Will Shock and Amaze You. 

7 

THE STORY: 

"Knock on Wood" (Para) 

Danny Kaye, an American ventriloquist in a Parisian nightclub, 

ha? a subconscious resentment against marriage, 

which is voiced through his dummy's lips. Persuaded' to see 

a psychiatrist in Zurich, he takes along his dummies, which 

are used by Russian spies to transport blueprints of a deadly 

secret weapon stolen from the French, without Danny's 

knowledge, of course. On the plane, he meets Mai Zetterling 

and later learns that she is the psychiatrist assigned to treat 

him. In London, Danny gets further involved with Torin 

Thatcher, a wealthy industrialist and secret head of the 

spy ring. Danny is mistakenly accused of murders committed 

by the spies and, while fleeing, gets mixed up with 

a performance of a ballet troupe. When Thatcher is revealed 

as the master spy, Danny is free to marry Miss Zetterling. 

CATCHLINES: 

It's Hilarious, It's Ludicrous—and It's Danny Kaye's Maddest 

and Merriest Musical . . . See Danny Kaye Unmask a 

Spy Ring, Dance in a Russian Ballet and Find True Love 

on a Beautiful Psychiatrist's Couch, 

THE STORY: "Elephant Walk" (Para) 

Peter Finch inherits Elephant Walk, vast tea plantation 

established in Ceylon by his late father. To the mansion 

. . . 

built right across a path traveled by elephants—Finch brings 

his bride, Elizabeth Taylor, the only white woman among a 

society of heavy-drinking planters. Dominated by the spirit 

of his strong-willed father. Finch neglects his wife, and 

things go from bad to worse. She and Dana Andrews, the 

plantation overseer, are mutually attracted, and Elizabeth 

informs her husband that she and Andrews are going away 

together. They are prevented from leaving, however, by an 

outbreak of cholera. Then the elephants stampede and bring 

ruination to the plantation. As Elizabeth sees Finch calmly 

making plans for the rebuilding, she gains new respect for 

him; he in turn shakes off his parental domination, end they 

are reconciled. 

CATCHLINES: 

You Thrilled to the Exciting Novel . It Comes to 

the Screen as an Unforgettable Dramatic Experience ... A 

Story of Searing Emotions and Nerve-Shattering Suspense 

Told in Flaming Color. 

THE STORY: 

"Drive a Crooked Road" (Col) 

Mickey Rooney, a little man whose whole life has centered 

around his amazing skill as an automobile mechanic and 

his pa.ssion for race driving, meets Dianne Foster and finds 

out what iove is all about for the first time in his life. Dianne, 

who is really merely a come-on for a young and masterful 

crook who is planning a bank robbery and needs an expert 

driver, comes to have a grudging respect for the little guy 

and repents of her participation in his initiation to crime. 

Mickey, blinded by his love, drives the getaway car. According 

to plan the girl disappears and Mickey finds her 

with the crooks. When she confesses her part in what has 

happened, Mickey's number comes up. But when he is taken 

for a ride he turns the tables on the crook, wrecks the car 

and makes his way back to save the girl. With the dying 

villain at his feet Mickey turns to confront the police. 

CATCHLINES: 

A Little Guy with a Heart Bigger than His Head Loves a 

Dame Who Would Sell Him for a Dime ... He Couldn't Believe 

His Dreams Could Come True—and They Didn't. 

THE STORY: "The Miami Story" (Col) 

The city of Miami finds itself completely dominated by a 

crime syndicate headed by Luther Adler. When the city 

police fail to correct the situation a group of public spirited 

citizens form a committee and hire an ex-gangster, now 

reformed, to break the ring. A widower with a son, Barry 

Sullivan who has been living in retirement, accepts the 

assignment. He pretends to move in on the rackets and does 

succeed in disrupting the smooth working organization, but 

is stymied when Adler has his young son kidnaped. The 

pclice, at Sullivan's suggestion, plant TV cameras in the 

gambling casino of Adler and secure evidence to convict 

but allow the principals to escape in order that they can lead 

them to the pleasure yacht where the boy is being held, after 

which the police close in. Sullivan plans to marry the' girl 

who has helped break the gang. 

CATCmiNES: 

More Ruthless Than the Killers, He Turned Again to Crime 

to Rid the City of Vice . . . Fighting Fire with Fire, Miami's 

Citizens Hired a Gang Leader to Break a Gang ... A 

Florida City Rids Itself of the Syndicate Which Strangled It.

, kifayette 

I 

MES: 15c per word, minimum $1.50, cash with copy. Four insertions for price of three. 

LOSING DATE: Monday noon preceding publication date. Send copy and answers 'o 

Box Numbers to BOXOFFICE, 825 Van Brunt Blvd., Kansas City 24, Mo. • 

HELP WANTED 

Sell Advertising Specialties. Application free, 

iiklliirsl Enierprises. Lansing 10-B. Michigan. 

Optortunity af a Lifetime! For young or middle 

'I'd coiip.e «lio are absolutely honest and know 

lull to.m theatre operation. Willing to work 

ird for a future. I'ositiiely no drinkers. If 

itercsted, stale first letter salary vvanted to 

art. Your history past 15 years, with referices. 

Boxofflce. 5464. 

Projectionist and maintenance man for drive-in 

leatte in southwest. Slate experience, available 

ite. salary e.\pecled and union status. Boxoffice. 

165. 

POSITIONS 

WANTED 

Projecliorrist. 20 years experience, single. Major 

iry. City Hotel. Holton, Kas. 

Couple. 25 years experience. Projectionist, 

^m:it;ing. exploitation. All repairs, m.iintenance. 

"jeeilonis t. 640" Wells, St. Louis. .Mo. 

Service engineer for chain. I install or service 

theatre equipment including refrigeration and 

r-coirditioniirg. Boxoffice, 5453. 

,1 

Projectionist desires permanent connection, aciiint 

ilreatre closing. Available three weeks notice, 

eference. Boxoffice. 5454^ 

Manascr. 10 years experience operating de luxe 

talres. Highest qualiticaiions. Ohio, western 

nnsjliania preferred. Boxoffice. 5459. 

Manager, age 47. married. 24 years experience 

conventional and drive-in theatres. Must be 

,nd proposition. Boxoffice. 5466. 

Manager and wife, 25 years experience. Would 

it driie-in or indoor theatre, southern California 

soutlnvest. Manager. 7401 Pleaseuay Drive. 

Louis 20, Mo. 

Manager, experience first run and art theatres. 

ips in advertising. Family will relocate. Boxfice. 

5467. __^ 

\ Manager can handle any type operation. Prefer 

L*.vas. Mississippi or New Mexico. Would like 

'nail or medium size town. Available at once. 

>e 3G. Boxoffice. 546S. 

BUSINESS STIMULATORS 

Bingo with more action, $4.50 thousand cards. 

,so other games. Novelty Games Co., 106 

jgers Ave.. Brooklyn 16, N. Y. 

' 

Comic books available as premiums, giveaways 

your kiddy shows. Large variety, latest newsjnd 

editions. Comics Premium Co., 412B Greench 

St,. N. Y. C. Publications for premiums 

sckisively) since 1939. 

Bingo die-cut cards. 75 or 100 numbers, $4.50 

r M. Premium Products. 339 W. 44th St., New 

)rk 18. N. Y. 

Build attendance with real Hawaiian orchids. 

w cents each. Write Flowers of Hawaii, 670 

Park Place. Los Angeles 5, Calif- 

For sale; Fire engine for drive-in theatres. Take 

ne kiddies for a ride before the show. Seati 20 

iuldren. "37 I^Salle motor and chassis, new tires 

•id mechanicaliy good. Bright red. all chrome 

,ils: siren, bells, ladders, etc. Cost $1,500 to 

liild; sell for $500 cash. Associated Drive-In 

kieatres. 72 Van Braam St.. Pittsburgh 19, Pa. 

No matter what kind of promotion you're planng, 

you need an announcement trailer to sell 

;. There are no trailers better or quicker 

lan you get from good ol' dependable FILMACK! 

h25 So. Wabash Ave.. Oiicago 5. lil. 

GENERAL EQUIPMENT—NEW 

Save on Carbons! All sizes motorized carbon 

savers for angle trim arc lamps (Mighty 90, etc.), 

$59.50. Dept. CC. SOS. Cinema Supply Corp., 

602 W. 52nd St.. New York 19. 

Big Panoramic Screens—Low prices! All purpose 

metallic screens. 90c sq. ft. Wide angle 

lenses, special apertures immediately available. 

Pept. CC, SO.S. Cinema Supply Corp., 602 \V. 

52nd St.. New York 19. 

GENERAL EQUIPMENT—USED 

Projectors by DeVry rebuilt like new by S.O.S. 

from $895. Send for bulletin Dei-pro. Time 

deals available. Dept. CC, S.O.S. Cinema Supply 

Corp., 602 W. 52nd St.. New York 19. 

Best offer takes RCA PG 105 sound system 

complete; front shutter Peerless projectors; Peerless 

low lamps; generator; double face sign 5x10 

ft. with 3-line attraction board and flasher. Ideal 

for drive-in. S,W. Johnson, Dean St. Road. Woodstock. 

Ill- 

One Toll Pack three-flavor mechanical drink 

dispenser, $250. Also have small assortment of 

lenses and low amperage generators. Boxoffice, 

5461. 

Holmes arc 16mm sound projector, complete 

with two outdoor speakers. Good condition, $950. 

Colonial Films. 71 Walton St.. N.W., Atlanta, Ga. 

Wanted; 750 speakers, junctions. Selling Maltimultiraixer 

hot dog machines. 14" aluminum letters, 

excellent screen frame. Boxoffice, 5469. 

STUDIO 

AND PRODUCTION 

EQUIPMENT 

Harness Your Experience! Shoot local newsreels, 

TV commercials, documentaries. Arrange advertising 

tie-ups with local merchants. Ask for film 

production catalog ST-10. Depl. CC. S.O.S. 

Cinema Supply Corp.. 602 W. 52n.I St.. New 

York 19. 

DRIVE-IN THEATRE EQUIPMENT 

W- 1 - D- E screen presentations pay off I Wide 

angle lenses and special apertures available. 

Write for details. Dept. CC. S.O.S. Cinema Supply 

Corp.. 602 W. 52nd St.. New York 19. 

Drive-in theatre speakers with straight cords, 

$6.50. Car-side speakers, $8.15. Replacement 

speaker cones, $2.25. Dawo Corp.. 145 N. Erie. 

Toledo, Ohio. 

THEATRE SEATING 

CUefilOG HOUSE 

Convert your hard seals to soft spring seats 

quickly, easily, inexpensively. Write today for 

details. Fensin Seatiiig Co., Chicago 5. 

Chair Supplies. Everything for theatre chairs. 

Fensin Seating Co.. Chicago 5. 

Used chairs, guaranteed good. Advise quantity 

wanted. Photographs mailed with quotation. Fensin 

Seating Co.. Chicago 5. 

Seat covers; Sewed combinations, all makes, all 

styles. Send your sample for quotation. Fensin 

Seating Co., Chicago 5. 

Patch-0-Seat cement. Patching cloth, solvent, 

etc. Fensin Seating Co., Chicago 5. 

Upholstery Fabrics: All kinds. All colors. Send 

your sample for matching. Fensin Seating Co.. 

Chicago 5. 

Tighten loose chairs with Permastone anchor 

cement. Fensin Seating Co., Chicago 5. 

Parts for all chairs. Send sample for quotation. 

Fensin Seating Co., Chicô 5. 

Can't beat this seat for $4.95! 500 full upholstered 

hack, boxspring cushion, excellent condition. 

Many more. Send for chair bulletin. Dept. CC, 

S.O.S. Cinema Supply Corp.. 602 W. 52nd St.. 

New York 19. 

New and used rebuilt opera chairs: Write for 

photos, state incline and quality. Parts for all 

chairs, send sample for quotation. Patch-.\-Seat 

to repair torn seats. $6 complete kit, specify color. 

Firmastone to anchor loose chairs, $5 carton. 

P.O.B. Chicago. General Chair Co.. 1308 Elston 

Ave., Chicago 22, 111. Phone ARmitage 6-0022. 

Many years in the seating business is your guarantee. 

Good used chairs are not too plentiful but 

we have the pick. Full upholstered, panel back 

and many other styles. We furnish proper slope 

or level standards to fit your floor. All sizes 

18 to 21-inch. Our prices are lowest. Write for 

exact photo and price. We furnish parts for all 

makes. Send sample. Good quality plastic coated 

leatherette 25x26-inch, all colors. 55c ea. Chicago 

Used Chair Mart, 829 South State St., 

Chicago 5. III. 

600 

THEATRES FOR SALE 

Build double parking drive-In theatre under 

franchise Patent 2.102,718. reissue 22,756. Up 

to 30% more seating capacity vvith little additional 

cost. Louis Josserand, 3710 Ml. Vernon, 

Houston, Tex. 

Two theatres central Wisconsin towns over 

2.000. No competition, modern e

RCA's basic 

DRIVE - 

1^ 

PACKAGE 

The Speaker Designed for 

the Years Ahead 

Here's your No. 1 buy for years of Speakers are your proof that you're 

dependable performance— the fa- buying the finest when you buy 

mous RCA Drive-in Speaker—the RCA. Compare prices . . . compare 

most imitated speaker on the mar- performance . . . and you'll find you 

ket — still unmatched for down- can't make a more satisfactory^ buy 

right economy and quality. 

for the years ahead than the famous 

More than a million RCA RCA Speaker. 

New Beam Pov/er 

for the New Types of Films 

Get the extra light power you need for the 

new types of films— with RCA's new Wide-Arc 

Lamp. New High-Efficiency design makes this 

new lamp right for your showings of standard 

films— right for 3-D and wide-screen films. Get 

more light on your screen than ever before 

with RCA's new Wide-Arc Lamp. 

For all 

your 

osic Drive-In needs 

contact 

your Independent 

RCA Theatre Supply 

Dealer NOW 

New "Button-On" Soundhead for 

Magnetic-Track Films 

Here's the easy solution to the new magnetic 

films— RCA's "Button-On" Soundhead. 

Buy it now in preparation for the 

new films— or add it at any time to your 

present projectors. 

RCA "Proved-Performance" Sound Systems 

when vou select \our sound s\stem— make drive-in operation. Make sure it's a "provedsure 

it's engineered and proved in use for performance" RCA Sound System. 

Dependable RCA Projectors 

Automatic lubrication and longlife 

mechanical design make the 

RCA " 100" vour best bu\ for dependable, 

trouble-free service, 

lor the last word in economy, 

check the RCA "60" projector. 

EASTERN THEATRE SUPPLY CO., INC. 

496 Pearl Street, Buffalo 2, New York 

ELMER H. BRIENT & SONS, INC 

925 New Jersey Ave., N. W., Washington 1, D. C. 

ALEXANDER THEATRE SUPPLY CO. 

84 Van Broam St., Pittsburgh 19, Pa. 

BLUMBERG BROTHERS, INC. 

1305-07 Vine St., Philadelphia 7, Pennsylvania 

CAPITOL MOTION PICTURE SUPPLY CORP. 

630 Ninth Avenue, New York 19, New York

Boxoffice-April.10.1954

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