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MAY 15 1954<br />

/he TuUe eif ine /P/G^to&tv TictuAe yncLd^<br />

. . Story on Page 22,<br />

Ann Blyth and Fernando Lamas, among the tall pines of the North<br />

Woods in an idyllic setting from MGM's "Rose Marie," winner<br />

of the April BOXOFFICE Blue Ribbon Award .<br />

OS serofv} ^!c- '^p Pojf Office !5t Komo!

•Hooray!"<br />

^<br />

1<br />

fsSeji^fe<br />

^P<br />

i 11<br />

You should have seen our Sales Execs doing hoop-las in the<br />

projection room last<br />

week when we screened an advance print<br />

of the sensational "SEVEN BRIDES FOR SEVEN BROTHERS"<br />

in CinemaScope— color, too.<br />

It stars Jane Powell, Howard Keel<br />

and a screen full of young talents all-out for love-making. Some<br />

folks call me King of the Musicals. All right, so it's true!<br />

The Broadway scene is very Lion-ish (that's me, pals). For instance:<br />


SUITE" {starring Academy Award tvjnner William Holden and<br />

June Allyson, Barbara Stanivyck, Fredric March, Walter Pidgeon,<br />

Shelley Winters,<br />

Paul Douglas, Louis Calhern, Dean Jigger,<br />

Nina Foch) — acclaimed by the critics and applauded by the<br />

public, successor to another Music Hall record-breaker,<br />

"ROSE MARIE" (CinemaScope- color; Ann Blyth, Howard<br />

Keel, Fernando Lamas) — to be followed by "THE STUDENT<br />

PRINCE" (CinemaScope— color; An)i Blyth, Edmund Purdom<br />

and the singing voice of Mario Lanza).<br />

STATE: Box-office music as fans applaud lovely Lana Turner,<br />

even more exciting as a brunette {with Pier Angeli, Carlos<br />


'continued)<br />

"Don't listen to<br />

kill-joys!"<br />

'Inside<br />

StuflFI"<br />

Thompson) in the fiery romance, "FLAME AND THE FLESH"<br />

(Technicolor).<br />

VICTORIA: Exploitation natural grips Times Sq/TRISONER<br />

OF WAR" [Ronald Reagan, Steve Forrest, Dewey Martin, Oscar<br />

Homolka).<br />

GLOBE: Thrilling drama of Navy's jet pilots bombs Broadway^<br />

"MEN OF THE FIGHTING LADY" (Color; Van<br />

Johnson, Walter Pidgeon, Louis Calhern, Dewey Martin, Keenan<br />

Wynn, Frank Lovejoy).<br />

TRANS-LUX 52nd St.: That phenom of show business,<br />

"LILI," continues to pack them in, in its 2nd year.<br />

(Incidentally,<br />

it's a clean-up in repeat bookings everywhere since it<br />

won so much praise, not to mention the Academy Award for<br />

music. Inquire!)<br />

Random Thought: A lot of those gloomy folk who predicted<br />

the rout of movies by TV are now confessing they don't turn on<br />

their sets nearly as much as formerly.<br />

The movie-going habit is<br />

getting to be a habit again. Nothing to equal a good movie.<br />

Where else can you see great color musicals like "The Student<br />

Prince" or big, star-studded attractions like "Executive Suite."<br />

Only in the movie theatres, natch!<br />

When the tip-off comes from as<br />

experienced a movie judge as<br />

publisher Billy Wilkerson of Hollywood Reporter, lend an ear!<br />

In a front page editorial of his April 13<br />

issue Mr. W. reports a<br />

group of M-G-M screenings in Hollywood, advance prints of<br />

"<br />



{all in CinemaScope and Color) in stages of completion. He wrote<br />

"We sat in on 'Brigadoon' and can report high enthusiasm, not<br />

only for this picture but for the others. There's no better way of<br />

impressing anyone than by showing them the goods and that's<br />

what M-G-M did." When you see for yourself, you'll join Mr. W.<br />

in his "high enthusiasm."<br />



3 Dimension<br />

in the hitchcock manner<br />


"Superb and full of suspense!" Harold Barnes<br />

Central States Theatre Corp., Des Moines<br />

"A terrific picture! Should be great at the<br />

boxofRce !"<br />

a. H. Blank, Pres.<br />

Tri'States Theatre Corp.,Des Moines<br />

"One of the best thrillers of recent years!"<br />

John Blass<br />

Fenway Theatre, Boston<br />

"Excellent! 3D at very best!" Mrs. Ann Blount<br />

Bristol Theatre, Memphis<br />

/'A fine motion picture! Should do terrific at the<br />

boxoffice!"<br />

Harold H. Brown<br />

United Detroit Theatres Corp.<br />

"The best mystery show I've seen in years !"<br />

The best murder story I've ever seen !"<br />

J. T. Callahan<br />

TheOregonian<br />

Mike Callahan<br />

Times Theatre, Seaside, Oregon<br />

"Finest picture of its type I've<br />

ever seen !" Mary Flynn<br />

Upstate Theatres, Albany<br />

"This one will bring top grosses !"<br />

m. C. m<br />

John Hamrick Theatres, Ortoi<br />

"Plenty of suspense! Should be a real<br />

money-maker!"<br />

Gerry Frarej<br />

Fox Bay Theatre, Wwcosi<br />

"Here's one to bring out the S.R.O. sign!"<br />


I<br />

"Better<br />

'<br />

. "Everything<br />

"Has every ingredient for smash hit!"<br />

Lester J. Sack<br />

Sack Amusements, Dallas<br />

"It's right up our alley and I'm eagerly looking'<br />

forward to our May 28th opening!"<br />

Robert K. Shapiro<br />

Exec. Manager, N. Y. Paramount<br />

"Best -made suspense -mystery in years ! Definitely<br />

top entertainment!".<br />

Stan Smith<br />

Irvington Theatre, Oregon<br />

"One of the best murder mysteries I have ever<br />

seen !"<br />

B. J. Tales<br />

Interstate Theatres, Dallas<br />

"Excellent! Should do top business!"<br />

Wm. H. Thedford<br />

Evergreen Theatres, Seattle<br />

"Extremely good from all viewpoints!"<br />

Earl Vandiver<br />

Palace Theatre, Kennett, Mo.<br />

"This is real motion picture entertainment!"<br />

Arthur Keenan<br />

New England Theatres<br />

"Really great! Held us spellbound from<br />

beginning to end !''<br />

Mr. & Mrs. R. Kunselman<br />

Adamson's Theatre, Portland, Oregon<br />

than the stage play — so it should be an<br />

even greater hit!"<br />

Julius Lamin<br />

Colony Theatre, Cleveland<br />

"Terrific! Hitchcock at his best!" R. L. Lightmcm<br />

Dist. Mgr., Malco Theatres, Memphis<br />

"My enthusiasm reached an all-time high for our<br />

business after viewing 'Dial M'! It is perfection,<br />

and will rank as one of the top boxoffice attractions<br />

of the year!"<br />

Frank Mantski<br />

Northwest Theatre Service Co., Minn.<br />

about it looks like big boxoffice!"<br />

§ Willard Mathews<br />

"^<br />

C & F Theatre Co., Providence<br />

"Most interesting Hitchcock picture I have seen<br />

m years I"<br />

H. M. McHaffie<br />

Marmet Theatre, W. Va.<br />

'"An outstanding picture, and business will be the<br />

same!"<br />

William Ostenberg<br />

Gibraltar Enterprises, Denver<br />

"Excellent! Enjoyed every minute of its<br />

suspense I"<br />

T. J. Vernes<br />

Yorktown Theatre, Cleveland<br />

"Without a doubt, one of the finest pictures seen in<br />

a long, long time ! Should prove a tremendous<br />

attraction at the boxoffice!" Dave Wallerstein<br />

Great States Theatres, Chicago<br />

"Very best of Alfred Hitchcock !"<br />

Harry I. Wassermon, Div. Mgr.<br />

American Theatre Corp., Boston<br />

"Should do very big at the box-office!"<br />

Joe WeinsteJn<br />

Stanley Warner Circuit Management Corpj<br />

"Finest suspense picture I have ever seen!"^<br />

Raymond Willie, Jr.<br />

TransTexas Theatre, Dallas<br />

"Best yet in 3D! Hitchcock's best!"<br />

Bill S. Wright<br />

Bijou Amusement Co., Wisconsin<br />

"A show to make any<br />

showman happy!"<br />

Robert Zeitz<br />

Zeitz Theatres<br />

New Bedford<br />

"The picture's even more exciting than the play!'<br />

Hazel Parker<br />

!<br />

Parker Theatres, Oregon<br />

"Will surely be a smash !"<br />

Samuel Rinzler and Emanuel Frisch<br />

Randforce Amusement Corp.,<br />

Brooklyn<br />

IE :k KNOn who wrote the International Stage Success<br />






Published in Nine Sectional Editions<br />

BEN<br />

SHLYEN<br />

Editor-in-Chief and Publisher<br />

DONALD M. MERSEREAU. .Associate<br />

Publisher & General Manager<br />

JAMES M. JERAULD Editor<br />

NATHAN COHEN. .Executive Editor<br />

JESSE SHLYEN. .. .Managing Editor<br />

IVAN SPEAR Western Editor<br />

I. L. THATCHER. .Equipment Editor<br />

MORRIS SCHLOZMAN. Business Mgr.<br />

Published Every Saturday by<br />


Publication Offices: 825 Van Brunt Blvd.,<br />

Kansas City 24, Mo. Nathan Cohen, Executive<br />

EMitor; Jesse Shlyen, Managing Editor;<br />

Morris Schlozman, Business Manager.<br />

I. L. Thatcher. Editor The Modern Theatre<br />

Section. Telephone CHestnut 7777.<br />

Editorial Offices: 9 Rockefeller Plaza, New<br />

York 20, N.Y. Donald M. Mersereau.<br />

Associate Publisher & General Manager:<br />

James M. Jerauld, Editor; ITal Sloane,<br />

Editor Promotion-Showmandiser Section;<br />

A. J. Stocber, Equipment Advertising.<br />

Telephone COlumbug 5-6370.<br />

Central Offices: Editorial—920 No. Michigan<br />

Ave., Chicago 11, 111., Krancet B.<br />

Clow. Telephone Superior 7-3972. Advertising—35<br />

East Wacker Drive, Chicago 1,<br />

111. B«lng Hutchison and E. E. Yeck,<br />

Telephone ANdover 3-3042.<br />

Western Offices: Editorial and Film Advertising—6404<br />

Hollywood Blvd., Hollywood<br />

28, Calif. Ivan Spear, manager. Telephone<br />

Hollywood 5-1186. Equipment and<br />

Non-Film Advertising—672 S. LaFayette<br />

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manager. Telephone DUnkirb 8-2286.<br />

Washington Office: Al Goldsmith, 1365<br />

National Press Bldg. Phone Metropolitan<br />

8-0001. Sara Young. 415 Third St., N.W.<br />

The MODERN THEATRE Section Is Included<br />

m the first issue of each month.<br />

Albany: 21-23 Walter Ave., J. S. Conners.<br />

Birmingham: The News, Eddie Badger.<br />

Boston: Frances W. Harding, Lib 2-9305.<br />

Charlotte: 300 W. 3rd St., Richard E.<br />

Eason.<br />

Cincinnati: 4029 Reading, Lillian Lazarus,<br />

aeveland: Elsie Loeb, Falrmount 1-0046.<br />

Dallas: 2008A Jackson, Frank Bradley.<br />

Denver: 1645 LaFayette, B. J. Rose,<br />

TA 8517.<br />

Des Moines: Register-Tribune, Russ Schocb.<br />

Detroit: Fox Theatre Bldg., H. F. Reves.<br />

Indianapolis: Route 8, Bos 770, Howard<br />

M. Rudeaux, GA 3339.<br />

Memphis: 707 Spring St., Null Adams.<br />

Minneapolis: 2123 Fremont, So., Les Rees.<br />

New Haven: New Haven Register, Walter<br />

Dudar.<br />

New Orleans: Frances Jordan, N.O. States.<br />

'<br />

Okla. City: 821 NE 23rd. Polly Trlndle.<br />

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Philadelphia: 5363 Berks, Norman Shigon.<br />

Pittsburgh: R. F. Klingensmith. 516 Jeannette,<br />

Wilklnsburg, Churchill 1-2309.<br />

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Journal.<br />

6149 St. Louis: Rosa, David Barrett.<br />

Salt Lake City: Deseret News, H. Pearson.<br />

San Antonio: 326 San Pedro, B3-9280,<br />

L. J. B. Ketner, S. Texas editor.<br />

San Francisco: GaU Lipman. 287-28th<br />

Ave.; Skyline 1-4355. Advertising: Jerry<br />

Nowell, Howard Bldg.. 209 Post St.,<br />

TUion 6-2522.<br />

Seattle: 1303 Campus Pkwy., Dave Ballard.<br />

In<br />

Canada<br />

Calgary: The Herald, Myron Laka.<br />

Montreal: 300 Lemoyne St.. Boom 12,<br />

Jules Larochelle.<br />

St. John: 116 Prince Edward, W. McNulty.<br />

Toronto: 1675 Bayview Ave., Wlllowdale,<br />

Ont., W. Gladlsh.<br />

Vancouver: Lyric Theatre Bldg.. Jack Droy.<br />

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Member Audit Bureau of Circulations<br />

I Entered as Second Class matter at Post<br />

1 Office, Kansas City, Mo. Sectional Edition,<br />

$3.00 per year; National Edition. $7.50.<br />

MAY<br />

Vol. 65<br />

1 5, 1954<br />

No. 3<br />


D.HERE have been enough references<br />

of late to tlie "blessings"' of block booking almost<br />

to indicate a trend— at least of thinking, even<br />

among those who caused it to be abolished. Not<br />

the least of those, who now sees merit in that<br />

former system of selling and buying pictures, is<br />

Abram F. Myers, board chairman and general<br />

counsel of National Allied, who was in the forefront<br />

of the campaign against it.<br />

At the North Central Allied convention held in<br />

Minneapolis this week, Mr. Myers made the following<br />

reference to block booking:<br />

". . . but the great majority of independent<br />

exhibitors did have pictures; indeed, under a<br />

selling system that required them to buy all of a<br />

company's pictures in order to get the really good<br />

ones, they were often in an over-bought condition.<br />

That sometimes seemed a hardship, but<br />

ivhat exhibitor wouldn't a thousand times rather<br />

be over-bought than starved for product, as he is<br />

today?"<br />

At a recent Kansas-Missouri Theatre Ass'n<br />

board meeting, two members reflected on the advantages<br />

of the old block-booking system over<br />

the catch-as-catch-can scramble for film today.<br />

Virgil Harbison opined, "We used to be able to<br />

buy enough pictures for a year at one time and<br />

there was bound to be a 'sleeper' or two among<br />

them on which we made money. Now it takes as<br />

much time every week or so to book as it used<br />

to take us for a whole year—and we had the<br />

rest of the time to run our theatres. Also, the<br />

sleepers now are tagged for percentage."<br />

George Baker added, "We have to admit, it<br />

was the exhibitors who killed block booking, but<br />

we just didn't know when we were well off."<br />

Pat McGee, who so ably co-chairmaned the<br />

drive to remove the federal admissions tax, went<br />

a step or two further when, at Little Rock this<br />

past week, he suggested that it might be a good<br />

idea if producers were encouraged to own a few<br />

theatres. "My only hope to see daylight again,"<br />

he added, "is to climb out by the same means<br />

which brought us here. When producers had<br />

theatres they were guaranteed a certain amount<br />

of playing time and thus they made more<br />

pictures."<br />

Those who remember the fight that Allied<br />

launched against block booking will also recall<br />

Mr. Myers' acknowledgment that, while its elimination,<br />

would bring about higher fihn rentals,<br />

exhibitors would much rather pay more money<br />

for the better pictures than to have to play or<br />

pay for a lot of poor ones. The better pictures,<br />

it was openly averred, would make more money,<br />

please more patrons; and by eliminating the<br />

"forcing" of pictures on exhibitors, give them<br />

freedom in their buying, etc., etc.<br />

"The right to buy" became another campaign<br />

slogan and the pressure therefor had its part in<br />

the proceedings that broke up affiliation of<br />

One<br />

theatre circuits with distributing companies.<br />

such link still remains, but it is soon to be severed.<br />

It would take many pages to relate the full<br />

story of the internecine warfare that ensued and<br />

which, even after the end results were obtained,<br />

continued to worsen rather than better the complained<br />

of conditions.<br />

The product shortage that has so much been<br />

decried in recent months had its beginning in the<br />

elimination of block booking. It was heightened<br />

when, through loss of a ready market in their<br />

own theatres for their smaller pictures, producers<br />

began to eliminate them from their schedules.<br />

Moreover, the outlawing of franchise agreements<br />

resulted in single jjicture selling, upheaval<br />

of systematic clearances, regular releasing schedules.<br />

And, in the wake of this, came "test runs"<br />

and other methods of bringing about higher film<br />

terms. The flow of product slowed up, then it<br />

began to dry up. More disadvantages than advantages<br />

resulted from the new conditions.<br />

As the KMTA members so well observed, the<br />

change in method of selling and buying has required<br />

so much exhibitor activity in just searching<br />

and dickering and bickering for product, that<br />

there is little time for anything else. Perhaps<br />

that's part of the cause for unkempt theatres, for<br />

inadequate showmanship and promotional effort,<br />

among other neglects that add up to loss of patronage<br />

and profitless operations.<br />

Can the clock be turned back? Can the industry,<br />

even if there were unanimity in the desire<br />

to do so, put things back to where they were?<br />

Mr. McGee thinks that guarantees of playing<br />

time to producers, without theatre ownership,<br />

might be effective. He is mindful of the declared<br />

illegality of franchise agreements and that restrainer<br />

of "conditioning the sale of one picture<br />

on the sale of another." That applies to producer-distributors<br />

who are parties to the government<br />

consent decrees, but others, evidently, are<br />

not affected. "It might even require an act of<br />

Congress to permit it," he says, "but that might<br />

be the choice between staying in business and<br />

going out of business."<br />

Allied has made another choice—encouraging<br />

netv producers by giving them guarantees of<br />

playing time for a full year's output. Since there<br />

is no legal bar to block booking here, this is one<br />

way of backing into a restoration of this method<br />

of picture buying. If enough product can be<br />

acquired from new sources, it may help. But, it<br />

must be remembered, the crux of the situation is<br />

what some have termed the "freeze" on supply<br />

from established major sources.<br />

\^Ji^^ /yA/^fO-'t^^



Further Shift in Policy<br />

Aimed to Help Those<br />

Who Can't Convert<br />

NEW YORK—Cinemascope pictures will<br />

be made available late this year in standard<br />

sized prints, 20th Century-Fox announced<br />

this week.<br />

Tradepaper reports from the North<br />

Central Allied convention in Minneapolis<br />

indicating that some members were dissatisfied<br />

with the concessions made by the<br />

company at the round table discussion with<br />

nearly 1,000 exhibitors caused Al Lichtman,<br />

director of sales, to issue a statement Thursday<br />

(13> in which he said that the company<br />

was not "back-tracking" on any<br />

promise made at the exhibitor forum.<br />


At that time the company agreed to make<br />

Cinemascope films available with four-track<br />

magnetic sound, with single-track magnetic<br />

sound, with single-track optical sound, and<br />

in "two-dimensional versions with singletrack<br />

optical sound, if this was the will of the<br />

majority of exhibitors."<br />

"Following complete expression and discussion<br />

from the floor," Lichtman states, "we<br />

decided to make Cinemascope productions<br />

available with the three sound systems, so<br />

that a great many more theatres may share<br />

in the wonders of this new process.<br />

"We pointed out that it is possible to make<br />

2-D prints of Cinemascope pictures. Tliese<br />

prints will not be available starting July 1,<br />

which is the date we previously announced<br />

for the first Cinemascope prints in the optional<br />

sound systems, but will be ready at a<br />

later date this year.<br />

"It is our feeling that the vast majority of<br />

exhibitors are anxious to see Cinemascope<br />

continue in its most successful form, that is<br />

with full stereophonic sound. They have<br />

provided us with much encouragement along<br />

these lines, and their response to our meeting<br />

has resulted in hundreds of orders for Cinemascope<br />

installations, the majority of them<br />

with magnetic sound.<br />


"We do feel an obligation to every exhibitor<br />

and where there is a major difficulty in<br />

converting to Cinemascope, we are prepared<br />

to service our product in 2-D. We must repeat<br />

that to show Cinemascope in 2-D would be<br />

retrogression and add nothing to the artistic<br />

or economic advancement of the industry. But<br />

If it Is the will of any exhibitor to prefer<br />

showing our pictures in 2-D, as soon as these<br />

prints can be made, we will make them available.<br />

Our laboratories have ordered machinery<br />

to optically reduce Cinemascope prints<br />

to 2-D, and they are al.so working night and<br />

day to make the recordings with the different<br />

.sound tracks as described."<br />

The new freedom of choice will not immediately<br />

relieve the product shortage, but it<br />

win remove the friction that has developed<br />

between exhibitors and 20th-Fox.<br />

Spyros P. Skouras touched on this in his<br />

welcoming address to over 500 exhibitors<br />




Minneapolis — Twentieth Century - Fox<br />

has dropped its plan of guaranteeing a<br />

profit on ClnemaScope pictures and deals<br />

will be negotiated hereafter on the basis of<br />

the exhibitor's ability to pay, according to<br />

a telegram received by Ben Marcus, Allied<br />

president, and Abram F. Myers, board chairman<br />

and general counsel, at the North Central<br />

Allied convention in the Nicollet hotel<br />

Tuesday (11) from Al Lichtman.<br />

Marcus had been told previously of the<br />

new plan during his visit to New York the<br />

previous week.<br />

"Originally, as an inducement to exhibitors<br />

to expend the necessary sums for equipment<br />

to enable them to show CinemaScope<br />

with stereophonic sound we did make the<br />

statement and pursued the policy of guaranteeing<br />

a profit to any exhibitor that installed<br />

the system and played our Cinemascope<br />

pictures," Lichtman wired.<br />

"However, since this policy has been<br />

altered in the manner now well known to<br />

you, we also had to revise our sales policy<br />

to some extent. Originally the first picture,<br />

'The Robe,' was sold 70-30 with a guarantee<br />

of 10 per cent of the gross as profit to each<br />

exhibitor. This was self-adjusting and<br />

worked out very satisfactory.<br />

"Feeling our way with a new process, we<br />

made all subsequent pictures in most instances<br />

50-50 with the condition we would<br />

review the results and if the 50 per cent<br />

of the gross was not justified the same would<br />

Thursday (6) by saying "our sole anxiety has<br />

been to improve our business in this industry<br />

and enable small exhibitors, particularly, to<br />

survive the crisis that struck them with the<br />

competition of free home television."<br />

Single-Track 'Scope<br />

Prints Out in June<br />

NEW YORK—First prints of Cinema-<br />

Scope films with single track magnetic<br />

sound will be made available by 20th<br />

Century-Fox in mid-June and prints with<br />

single track optical sound will be forthcoming<br />

in July.<br />

Cinemascope prints with the optical<br />

.sound will be in a screen ratio of 2.40 to<br />

1, instead of the 2.55 to 1 on all other<br />

Cinemascope prints. This is because the<br />

optical .sound track requires more room<br />

than tlie four-track magnetic sound<br />

which runs in narrow lines on each side<br />

of the narrowed sprocket holes.<br />

For single track magnetic the picture<br />

ratio will be the same as for the present<br />

Cinemascope films.<br />

be adjusted down to the point where the<br />

exhibitor would have a reasonable profit.<br />

Many adjustments have been made on this<br />

basis.<br />

"Last Friday I had a meeting with my<br />

branch and division managers and instructed<br />

them we do not see our way clear<br />

to have a uniform system. All rental terms<br />

will have to be based on the exhibitor's<br />

ability to pay and I would prefer to do away<br />

with reviewing every engagement and renegotiating<br />

every contract after the engagement,<br />

as this entails a tremendous amount<br />

of accounting and physical work.<br />

"Therefore, I have instructed my men as<br />

follows:<br />

"1. To keep our promise to all those who<br />

have been sold on the old basis of a profit<br />

and to readjust such contracts where present<br />

terms did not result that way.<br />

"2. All deals to be made on the basis of<br />

what our experience with each account<br />

justifies with protection afforded both the<br />

exhibitor and ourselves. The basic principle<br />

of our policy is that we must have successful<br />

exhibition if we are to have successful<br />

production and distribution. Of course, you<br />

gentlemen know there are theatres, even if<br />

we paid them to run our pictures, still would<br />

not show a profit. Exhibitors or ourselves<br />

could not have control over this any more<br />

than exhibition could guarantee us a profit<br />

on every picture regardless of what we spent."<br />

Al Lichtman, as sales director, elaborated<br />

by saying: "It is not pleasant to fight with<br />

lifelong friends and customers." He predicted<br />

that sound heads will be available<br />

eventually at $1,100 a pair. Then he added<br />

that the claim advanced by some that stereophonic<br />

installations in drive-ins would cost<br />

from $12,000 to $15,000 was "exaggerated."<br />

Skouras predicted that any stereophonic<br />

and Cinemascope installation could be<br />

amortized in 15 months.<br />

Several references were made to five newtype<br />

lenses developed for 20th-Fox by Bausch<br />

& Lomb.<br />

Perspecta sound was barely mentioned during<br />

the round table discussion. Casual questioning<br />

disclosed that a large percentage of<br />

those present had not heard it.<br />

Perspecta has three sound channels on<br />

single-track optical sound, but this will not<br />

be used by 20th-Fox, because of the belief<br />

of the company's technicians and the principal<br />

executives that magnetic sound is<br />

superior to optical. Some of the exhibitor<br />

spokesmen agreed on this point.<br />

So, if Paramount and MGM produce all<br />

their pictures in Perspecta, projectors will<br />

need both the magnetic sound button-on and<br />

the Perspecta attachment, which enables an<br />

(Continued on page 24)<br />

8 BOXOFFICE :<br />

: May<br />

15, 1954

:<br />



Greater Achievements Due<br />

For Films in the U.S., But<br />

See Obstacles Abroad<br />

NEW YORK—A "somewhat brighter<br />

picture" for the industry in the U.S. during<br />

the coming year has been predicted by<br />

Eric Johnston, president of the Motion<br />

Picture Ass'n of America, in his annual<br />

report published Wednesday (12).<br />

At the same time, reporting as president of<br />

the Motion Picture Export Ass'n, Johnston<br />

noted further gains in foreign markets in 1953<br />

despite many commercial and monetary restrictions.<br />

However, he saw the possibility of<br />

increased trading obstacles in the future.<br />


Describing the domestic scene, Johnston<br />

gave as factors for optimism, but not overconfidence,<br />

a faster pace in technological<br />

advances with apparent staying power, an<br />

accent on higher quality pictures, and economies<br />

"along the line, including those at<br />

production sources."<br />

He said that these factors "help counteract<br />

the competitive effects of other media,<br />

generally higher costs and the still staggering<br />

array of restrictions and trade barriers<br />

abroad." He added that a survey of problems<br />

"along with the solid showing of progress"<br />

led him to believe that the industry has<br />

greater achievements ahead.<br />

Technological advances will not mark the<br />

close of a period of transition through which<br />

the industry is moving, he predicted. Substantial<br />

investments in laboratory research<br />

and experiment on the set are still being<br />

made, and there will be "heartening progress"<br />

so that "Hollywood's tempo of advance and<br />

achievement" will keep pace with "the dynamic<br />

expansion of modern society."<br />

"The forward-looking spirit which motivates<br />

the industry makes certain further<br />

dramatic change and even better film presentations<br />

in the future," he said.<br />


Discussing the production code, Johnston<br />

said:<br />

"I think it is reassuring to note that the<br />

overwhelming number of film makers recognize<br />

their responsibility to the public they<br />

serve. The few who ignore self-restraint invite<br />

governmental censorship and incite public<br />

comdemnation.<br />

"It is an easy mistake to regard those who<br />

press for unbridled license as champions of<br />

originality and creativeness. But there is<br />

nothing romantic or artistic about those who<br />

reject self-regulation in favor of open warfare<br />

against public morality. They are<br />

derelict in their obligations to the public."<br />

He said he was convinced the public will<br />

continue to support pictures produced in<br />

adherence to the production code.<br />

"Self-regulation," he said, "is the democratic<br />

answer to governmental censorship. In our<br />

industry, we feel that the motion picture,<br />

embracing art, education and information,<br />

as well as entertainment, is fully entitled to<br />

the same freedom as the press under the<br />

Constitution."<br />

Observations on the Year's Product:<br />

A comparative view of 1953 subjects by<br />

general category discloses that movie patrons<br />

saw fewer western and crime pictures, fewer<br />

musicals and fewer films devoted to social<br />

problems. Showing increases were feature<br />

documentaries, adventure stories, mystery<br />

melodramas and pseudo-science thrillers.<br />

Military themes, such as "Prom Here to<br />

Eternity," "Stalag 17" and "Cease Fire," were<br />

neither more nor less numerous than the<br />

preceding year.<br />

* « *<br />

Although the total feature output was below<br />

that of the year before, both the number<br />

and percentage of films made in color<br />

were at an all-time peak. Reflecting recognition<br />

that film subjects with chromatic hues<br />

generally draw larger audiences, color films<br />

have more than doubled in the last six years.<br />

Comparative figures<br />

Year<br />

Black<br />

Total<br />

& 7o of % of Fea-

:<br />

GoldwYn Productions Plans<br />

7 Films via States Rights<br />

First two, "The Westerner" and "Dead<br />

End," for May release; others at 30-day intervals,<br />

backed by special promotions; Robert<br />

Mochrie, vice-president, has named 14 franchise<br />

holders to date.<br />

•<br />

Loew's May Ask New Date<br />

To Divest Its Theatres<br />

Company doubtful whether it will be able<br />

to sell ten more theatres under antitrust consent<br />

decree; only foui- previously sold; postponed<br />

date before from February 6.<br />

•<br />

Clark Gable. Buddy Adler<br />

Get 20th-Fox Contracts<br />

Gable to a multiple-picture pact and Buddy<br />

Adler, who produced Columbia's "From Here<br />

to Eternity" gets long term; Gable to star<br />

in "Tlie Tall Men." historical western.<br />

*<br />

Paramount's First Quarter<br />

Net Rises to $1,404,000<br />

Consolidated estimated earnings are at the<br />

rate of 65 cents per share on the 2,217,044<br />

shares outstanding; last year rate was 59<br />

cents per share for quarter on 2,339,471<br />

shares outstanding then.<br />

•<br />

UA Theatres Pays $890,000<br />

For 40% of Todd-AO Stock<br />

Disclosed in annual report, which also<br />

shows net income of $177,324 and $238,580<br />

of undistributed profits, compared with $491,-<br />

013 net and $235,967 undistributed profits previous<br />

fiscal year.<br />

•<br />

Atlas Increases Its Shares<br />

Of RKO Pictures Stock<br />

Had 675,000 common shares March 31, according<br />

to SEC report; acquired "substantially<br />

more" since; owned only 76,000 shares<br />

end of 1953; Atlas spokesman says not interested<br />

in control.<br />

•<br />

CinemaScope Test Films<br />

OHered by SMPTE<br />

Will continue to supply C-S pictures and<br />

sound test films to theatre service engineers<br />

and theatre owners who are equipped to<br />

show C-S features complete with four-track<br />

magnetic sound.<br />

•<br />

Membership in TOA Is Voted<br />

By Montana Theatres Ass'n<br />

Decision reached by independent gioup at<br />

Great Falls convention with Carl E. Anderson,<br />

president, presiding; Robert R. Livingston<br />

and J. J. Rosenfield represented TOA,<br />

which now has 28 state and regional units.<br />

•<br />

Warners, Paramount, MGM<br />

Join in Perspecta Shows<br />

Three companies cooperating on demonstrations<br />

In Great Britain; deals under discussion<br />

for manufacture of integrators by<br />

British firms, including J. Arthur Rank's<br />

GB-Kalee,<br />

Features, Shorts Approved by MPAA, 1935-1953<br />


Domestic Production:<br />

Mfmber Companies<br />

Non-member Companies.<br />

Foreign Production<br />

Member Companies<br />

Non-member Companies<br />

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Myers Indicates System<br />

At Least Gave Theatres<br />

Enough Pictures<br />

MINNEAPOLIS—Abram F. Myers, general<br />

counsel for Allied, declared here this<br />

week that exhibitors were much better off<br />

when pictures were sold on a block-booking<br />

basis. It was this form of selling which<br />

Allied States Ass'n bitterly opposed and<br />

was successful in terminating when the<br />

government brought its antitrust suit<br />

against the major distributors.<br />

Myers did not use the phrase "block booking,"<br />

but in pointing to the good old days<br />

when distributors "saw to it that their pictures<br />

were made available to theatres in all<br />

cities from the largest metropolis to the<br />

smallest village," he made this observation:<br />


"But, the great majority of mdependent<br />

theatres did have pictures; indeed, under a<br />

selling system that required them to buy all<br />

of a company's pictures in order to get the<br />

really good ones, they were often in an<br />

over-bought condition.<br />

"That sometimes seemed a hardship, but<br />

what exhibitor wouldn't a thousand times<br />

rather be over-bought than starved for product?"<br />

he asked.<br />

Myers statement made in a speech to the<br />

North Central Allied convention carried special<br />

significance in the exhibitor fight for<br />

increased product. Last week, Pat McGee,<br />

prominent in Theatre Owners of America<br />

and co-chairman of COMPO's tax campaign<br />

committee, speaking in Little Rock, declared<br />

some franchise system or guaranteed playdates<br />

may be necessary to stimulate increased<br />

picture production.<br />

Myers topic was "Roadblocks on the Road<br />

to Recovery." He was generally optimistic,<br />

despite his cry of product starvation.<br />

These roadblocks, however, he said, are<br />

artificial barriers erected by "the advocates<br />

of fewer pictures and less theatres."<br />


But for these barriers, Myers says all can<br />

agree that after seven years of dwindhng<br />

receipts, "the motion picture business has<br />

turned the comer into Prosperity Road and is<br />

headed not merely for recovery but toward<br />

new and greater achievements."<br />

He said there are good reasons for the<br />

optimism he feels.<br />

"The motion picture industry has demonstrated<br />

that it can take television's Sunday<br />

punch and now there are signs that it is<br />

really going to fight back. With technology's<br />

potent aid industry products are being presented<br />

through new and interesting media.<br />

There has been resurgence of the spirit of<br />

adventure and enterprise. E^^ery day there<br />

is something new and while this has led to<br />

a somewhat chaotic state, there are signs<br />

that order will be restored eventually."<br />

With all this optimism, Myers stUl contends<br />

the industry is being "stymied on the road to<br />

recovery because the chief executives of the<br />

major film companies who have the power to<br />

Allied States Considers<br />

Own Equipment Setup<br />

MINNEAPOLIS—Allied States Ass'n, which<br />

several years ago threatened to set up a cooperative<br />

equipment buying combination, is<br />

now considering the feasibility of operating<br />

its own sound and other equipment assembly<br />

plant.<br />

The board of directors meeting here this<br />

week authorized appointment of a committee<br />

to investigate such an operation. The<br />

purpose it was stated was to avoid alleged<br />

profiteering and to reduce equipment costs<br />

for independent exhibitors.<br />

This, said Abram Myers, board chairman,<br />

is because of "unconscionable" profit markups<br />

by companies that assemble the parts and<br />

sell the finished product to the theatres.<br />

The board also took cognizance of what<br />

it termed exhibitor "rebellions" throughout<br />

the nation because distributors allegedly are<br />

getting the major share of the increased boxoffice<br />

revenue resulting from the admission<br />

tax adjustment.<br />

The board trained its guns on the distributors<br />

in a move to halt what's denounced as<br />

an "injustice." President Ben Marcus was<br />

directed to appoint a committee to call on<br />

rebuild the industry for the benefit of all engaged<br />

therein are thinking only of their immediate<br />

interests and not in terms of a<br />

happy, prosperous and united industry."<br />

Allied Is 'Gratified'<br />

At C'Scope Decision<br />

MINNEAPOLIS—National Allied States<br />

board of directors is gratified because of<br />

the new 20th-Fox Cinemascope policy,<br />

making pictures available in all forms.<br />

It so expressed itself in a resolution addressed<br />

to Spyros Skoiu-as.<br />

Adopted at the board's spring meeting<br />

here, the resolution conveys the directors'<br />

congratulations and thanks to<br />

Skouras and his company for "their contributions<br />

to the new processes and<br />

methods which have reawakened public<br />

interest in the movie business and made<br />

for a brighter future."<br />

Most of the board's gratitude, according<br />

to the resolution, is occasioned by the<br />

fact that Skouras and his company "are<br />

proclaiming, practicing and holding to the<br />

principle that when an exhibitor shows<br />

a motion picture he is entitled to and must<br />

make a profit in order to remain in business<br />

and make his contribution to our<br />

industry's prosperity, goodwill and progress."<br />

sales managers in an effort to straighten the<br />

situation out.<br />

Explaining the cause of grievance Myers<br />

took the floor to point out that on percentage<br />

pictures with sliding scale terms, grosses<br />

automatically increase when exhibitors retain<br />

the tax savings. But, he avers, the effect<br />

is to raise distributors' percentage share at<br />

the exhibitors' expense. The bulk of the benefit<br />

now is being drained off to the film<br />

companies, he charges.<br />

Inasmuch as exhibitors defrayed half of<br />

the cost of the campaign to eliminate and<br />

reduce the admission taxes "and did most of<br />

the work," they should not be deprived of<br />

the benefits, Myers contends.<br />

The Allied States committee will ask distributors<br />

to revise percentage terms to halt<br />

the automatic increases now occurring.<br />

The board also voted to ask Allied members<br />

to donate three days' boxoffice tax savings<br />

to a Col. H. A. Cole fund to be used<br />

when emergency legislation or other matters<br />

beyond present scope require expenditures.<br />

Next board meeting will be at White<br />

Sulphur Springs, Va., August 24.<br />

"They have abandoned long range planning<br />

and are devoting themselves wholly to the<br />

pursuit of the 'fast buck,' " he declared.<br />

During the days when the industry advanced<br />

from barns to studios and from<br />

nickelodeons to cinema palaces, the executives<br />

were industry-minded, he said. They<br />

saw to it that for one branch to prosper, all<br />

branches must prosper, he added.<br />

"I am not indulging in a flight of fancy<br />

nor am I exaggerating the condition for<br />

rhetorical effect when I say independent exhibitors<br />

are being starved for product," he<br />

charged. He said that in the east there is<br />

not enough new product in sight to keep the<br />

small-town and subsequent run theatres open<br />

during the next three months.<br />

"And because the film companies are<br />

hoarding their better attractions for the fall<br />

season, most of those that will be available<br />

are of the so-so variety."<br />

Myers also attacked the "must" percentage<br />

picture policy as the "worst thing ever introduced<br />

into the motion picture industry.<br />

"This fixed policy now appUes to most of<br />

the big pictures—the pictures that the industry<br />

should be proud to exhibit to every<br />

man, woman and child in the country—and<br />

as a result the total audience per picture is<br />

dwindling."<br />

"Enraptured by the heavy grosses rolled up<br />

by certain of their outstanding successes, the<br />

heads of the big companies have ceased to<br />

think in terms of customers and potential<br />

customers. Past money appears to be their<br />

(Continued on page 20)<br />


: May<br />

15, 1954<br />


20.K C E N1<br />

CinemaScoPE I<br />

are being ma i<br />



for this the exhibitor requires proper screer i<br />

"button-on" soundheads, and three speakers e<br />


for this the exhibitor requires p(<br />

tion attachments, and "penthiu<br />

1 -TRACK OPI<br />

I<br />

for this the exhibitor requires proper scij<<br />

% A #E express our most sincere appreciation to those exhibitors who<br />

" • attended our forum and whose advice and guidance have aided<br />

our decisions.<br />

We thank exhibitors of the world who have installed OnemaScoP^<br />

complete with stereophonic sound, and who have so whole-heartedly<br />

supported its presentation in the manner in which it was conceived for<br />

exhibition.<br />

As the company which pioneered and developed CinemaScop£, we<br />

wish to make it clear that we will continue to advocate that all

;<br />

screen,<br />

Fox<br />

)<br />

J RY-<br />


i<br />

available in<br />



lorphic projection attachments, "penthouse" or<br />

I the screen "surround" speakers ( are optional<br />


anamorphic projecor<br />

"button-on" soundheads<br />


iid anamorphic projection attachments<br />

J<br />

\<br />

CinemaScopC productions be presented as originally designed with<br />

genuine 4-track, high-fidelity<br />

magnetic directional-stereophonic sound,<br />

which we believe vital to the best interests of the exhibitor for the finest<br />

presentation and fullest audience enjoyment of CinemaScopC<br />

I<br />

We now extend a warm welcome to the many more exhibitors who<br />

will equip for CinemaScop£ with proper screen and anamorphic projection<br />

attachments, and show it—in accordance with their own desires,<br />

1 resources and public demand—either in 4-track magnetic stereophonic<br />

sound, one-track magnetic sound, or one-track optical sound.

"<br />



Allied Leaders to Map<br />

Campaign to Achieve<br />

Selling Changes<br />

MINNEAPOLIS—North Central Allied at<br />

its convention here was told that the production<br />

situation and "confiscatory" percentage<br />

demands menace many exhibitors<br />

and that, despite a number of recent favorable<br />

developments, the outlook is cloudy.<br />

Deciding to do something about it. the<br />

organization authorized its directors to<br />

map out a campaign to try to remedy the<br />

situation, taking whatever steps are necessary.<br />


Ben Marcus, Allied States president, and<br />

other national organization heads and directors,<br />

painted the gloomy picture that they<br />

attributed to a picture shortage, percentage<br />

terms that allegedly prevent subsequent run<br />

and small-town theatres from playing top<br />

films and a move by distributors to raise percentages<br />

so that exhibitors will be "robbed"<br />

of the present tax saving benefit.<br />

Marcus, Wilbur Snaper, NathAn Yamins and<br />

Col. H. A. Cole, Allied States' toppers, as well<br />

as NCA President Bennie Berger accused<br />

film companies of creating an "alarming"<br />

condition that threatens to put many theatreowners<br />

out of business.<br />

Film companies have done this, the Allied<br />

States heads charged, by production curtailment<br />

and by not making the best boxoffice<br />

pictures available for a large percentage of<br />

exhibitors who are unable to meet 'conscionable'<br />

terms.<br />

Pointing out that exhibition needs a much<br />

bigger picture supply, Marcus assailed what<br />

he called "the producer-distributors inane and<br />

harmful economy of plenty of scarcity" the<br />

likes of which never have been witnessed in<br />

any other industry. The stage has been<br />

reached, he claims, that finds many people<br />

who have no place to go much of the time<br />

because we can't make enough weekly changes,<br />

and these people turn to television for their<br />

entertainment.<br />


"We've only won an armistice," said Marcus,<br />

referring to the 20th-Fox and MGM<br />

"surrender" on stereophonic sound. "We're<br />

in trouble on account of the scarcity of pictures<br />

and still don't have peace."<br />

The NA president asserted it's vital to keep<br />

all branches of the industry and that if<br />

one of these branches, exhibition, is sick,<br />

the illness finally will spread.<br />

It's an obligation and duty of the producersdistributors<br />

to provide us with enough pictures,<br />

and if they'd do this ours could be<br />

the greatest business in the world, contended<br />

Marcus.<br />

"Instead of taking steps to curtail the decline<br />

in theatre attendance, the distributors<br />

are guilty of stimulating it because we are<br />

left with too few goods to sell," asserted the<br />

NA president. "Instead of helping us, they're<br />

aiding our foremost competitor, television."<br />

Marcus also scolded Columbia and Uni-<br />


High<br />

versal for their allegedly excessive "From<br />

Here to Eternity" and "The Glenn Miller<br />

Story" terms "which are depriving 20.000,000<br />

people of the chance to see them because the<br />

theatres which they patronize can't afford<br />

the bookings. Those by-passed people, who<br />

could be weaned back into the theatres by<br />

such fine pictures, are being thrown to the<br />

TV wolf," he claimed.<br />

"If production thinks it can survive by<br />

playing top pictures in only a minority of the<br />

nation's theatres, it's cockeyed," declared<br />

Marcus.<br />

The crux of all exhibitors' problems is inability<br />

to pay 50 per cent rental and earn a<br />

profit, according to Marcus.<br />


Yamins, a former Allied States president<br />

and a New England circuit owner, declared<br />

TV could be coped with if exhibitors were<br />

able to obtain an adequate supply of good<br />

pictures which now is lacking. He also<br />

charged that a policy has developed among<br />

two film companies, "which will spread if this<br />

pair is able to get away with it," to raise<br />

percentage terms in a way that will enable<br />

distributors to pocket the additional boxoffice<br />

revenue accruing from the saved admission<br />

tax retention.<br />

The fact that Paramount has released<br />

"Knock on Wood" to a Boston theatre exclusively<br />

for two months, refusing to make any<br />

contracts for it in the rest of the New England<br />

territory, was cited by Yamins as an<br />

example of alleged distributor high handedness.<br />

Cole, veteran Allied States leader and Texas<br />

exhibitor, told the convention he's disturbed<br />

because whereas in the past seven years there<br />

has been a 35 per cent drop in boxoffice<br />

intake, distributors' income Is only 22 per<br />

cent off. He lashed out against 20th-Fox and<br />

MGM for their stereophonic sound demands<br />

at a time when there was a dearth of good<br />

pictures for general release and exhibitors<br />

generally were "screaming" for product.<br />

"It was a time," said Cole, "when we needed<br />

good pictui-es the most, but we couldn't get<br />

them unless we installed ClnemaScope equipment.<br />

They told us 'Do as we say or get<br />

Percentage Terms, Product Shortage Their Beefs<br />

out of buslne.ss.'<br />

Cole also took exhibitors to task for failure<br />

to organize and finance their tax relief campaign<br />

sooner. He asserted the 10 per cent admission<br />

tax cut could have been achieved five<br />

years ago if exhibitors and been willing to<br />

contribute a small percentage of their boxoffice<br />

income to the necessary fund for financing<br />

the campaign "that would have<br />

saved the industry 125 million dollars." He<br />

wondered how long there'd be any of tax<br />

saving benefit at all left for exhibitors, what<br />

with distributors "greedily" grabbing it off<br />

piecemeal.<br />

Snaper, who preceded Marcus as Allied<br />

States president, joined other speakers in deploring<br />

the present projection technique<br />

"confusion" and demanded that film companies<br />

act immediately to end it.<br />

He doesn't regard 20th Century-Fox and<br />

Metro-Goldwyn-Mayer as good Samaritans<br />

for relenting on stereophonic sound. Instead<br />

of being prompted by a desire to give exhibitors<br />

"a break," he said, they were forced<br />

to action because their recent pictures<br />

haven't been producing sufficient boxoffice<br />

returns and 20th-Pox, especially, needed to<br />

recoup more of its Cinemascope expenditures.<br />

Calling the situation "appalling," Al Sindlinger,<br />

industry tax analyst, estimated that<br />

the industry is tossing away 16 million dollars<br />

May and June revenue by holding back<br />

top pictures until July and August. He also<br />

contended that failure to produce enough<br />

pictures is driving people away from the theatres<br />

to TV.<br />

"We just can't make Hollywood believe people<br />

are in a mood to return to the theatre,"<br />

lamented Sindlinger. "They don't understand<br />

what's going on. If they did they'd be making<br />

more pictures—not ordinary pictures, but<br />

good ones."<br />

Block Booking?<br />

(Continued from page 17)<br />

only passion and they seem not to realize<br />

that as grosses mount due to high film rentals<br />

and increased admission prices, the pictures<br />

are being seen by fewer and fewer people.<br />

"The finest products of the motion picture<br />

industry are unknown to millions who are<br />

dependent on their nearby theatres for movie<br />

entertainment. Not being able to see the best,<br />

their interest in motion pictures subsides and<br />

they find forgetfulness in other forms of entertainment.<br />

They cease to be actual customers<br />

of the theatres that are ready and<br />

eager to serve them and they cease to be<br />

potential customers for all theatres and all<br />

forms of motion picture entertainment.<br />

"In bringing about this condition, the movie<br />

executives not only have failed the exhibitors,<br />

they have let down the American people."<br />

20 BOXOFFICE :<br />

: May<br />

15, 1954

.<br />

m-^-<br />


Cfi<br />


5I- In the fourth week of its run at the Odeon, Leicester Square—London's premier theatre<br />

— it took more money than any other film in a similar period since its opening in 1937.<br />

5> Simultaneously the 2,564 seat New Victoria Theatre also recorded its greatest<br />

week's business since it opened in 1931.<br />

vl-<br />

Simultaneously the 2,147 seat Dominion Theatre, Tottenham Court Road,<br />

recorded the best week's business since 1948.<br />

^ More records were broken at Gaumont Theatres in their first runs at Bournemouth,<br />

Luton, Coventry, Rochester, Chatham, Dover, Portsmouth, Reading, Southend . .<br />


.S.A. and LATIN AMERICA<br />

J. Arthur Rank Organization Inc.,<br />

445 Park Avenue,<br />

New York 22, N. Y.<br />

The J. Arthur Rank Organization presents<br />

Dirk BOGARDE'Muriel PAVLOW* Kenneth MORE^Donald SINDEN<br />

in<br />


Color by TECHNICOLOR<br />


Adapted from his own novel by Richard Gordon • Screenplay by Nicholas Phipps<br />

Directed by Ralph Thomas • Produced by Betty E. Box<br />


CANADA<br />

J. Arttiur Rank Film Distributors<br />

(Canada)<br />

Ltd.,<br />

277 Victoria Street,<br />

Toronto, Ontario.

MGM's 'Rose Marie' Is<br />

Awarded<br />



Blue Ribbon for April<br />

By DOROTHY F.<br />

MARTIN<br />

Metro-Goldwyn-Mayer's Cinemascope production of "Rose Marie," the tried-and-true<br />

story of the Mounties and the time-tested music of Rudolf Friml and Oscar Hammerstein,<br />

has won the Blue Ribbon Award given each month by BOXOFFICE magazine to the picture<br />

best suited for family entertainment. The winner was chosen by members of the National<br />

Screen Council. A Mervyn LeRoy production, the film has been given all-out mountings<br />

with Eastman Color reproducing the Canadian Rockies in breathtaking splendor, an excellent<br />

cast and splendid voices and orchestra.<br />





"Ro.'^e Marie" is the third winner for<br />

MGM in the 1953-54 season while for the<br />

producer-director it is the ninth Blue Ribbon<br />

plaque since he first scored as the director<br />

of "Gold Diggers of 1933." George<br />

Froe.schel, co-author of the screenplay, has<br />

won an award from BOXOFFICE on four<br />

previous occasions, while for Ronald Millar<br />

the plaque for "Rose Marie" is the first he<br />

has received.<br />

In the estimation of members of the<br />

National Screen Council the stars of the<br />

winning production were well-nigh perfectly<br />

cast. Time and again in the comment<br />

section of the ballots Howard Keel, Ann<br />

Blyth and Fernando Lamas were mentioned<br />

as offering sterling performances. The comedy<br />

team of Bert Lahr and Marjorie Main<br />

also seemed to meet with the approval of<br />

the voting members.<br />

At this writing 18 key cities have reported<br />

first run figures on "Rose Marie," bringing<br />

its average to 152 per cent. To showmen<br />

over the country this means the film has<br />

attained considerably higher than hit rating<br />

and grosses in subsequent run situations<br />

may be expected to follow the pattern<br />

already set. Exploitation to be rewarding<br />

need only refer to the long success of the<br />

theatrical production of "Rose Marie" and<br />

its long run on Broadway, to its numerous<br />

revivals by outdoor theatres and its previous<br />

successful production as a motion<br />

picture vehicle for the great popular stars.<br />

Jeannette MacDonald and Nelson Eddy, of<br />

another era.<br />

Like "Show Boat," "Desert Song," and<br />

"Oklahoma," "Rose Marie" has become a<br />

classic of the American theatre with every<br />

amateur baritone and .soprano essaying its<br />

hit songs. One day tunes from these great<br />

musicals will be the folk .songs our young<br />

people will learn as a matter of course.<br />

Already this music strikes a re.sponsive<br />

chord in the memory of most of us—and on<br />

this fact may depend the great popular<br />

response to this latest revival in our newest<br />

entertainment medium.<br />

The April winner was carried to success<br />

principally by the distaff side of the Council<br />

membership. Women members throughout<br />

all the years the award has been given<br />

have shown a marked preference for musicals<br />

as family entertainment. Typical of the<br />

comments received was this one from Mrs.<br />

J. J. Cowan who is a representative of the<br />

Better Films Committee of Knoxville, Tenn.<br />

"When you have beautiful music, a good<br />

plot, gorgeous scenery. a.s you have in 'Rose<br />

Marie,' you build up inside of you your<br />

own 3-D and CinemaScope and it explodes<br />

into still another medium—appreciation!"<br />

Mrs. Volney W. Taylor of San Antonio,<br />

who is a motion picture chairman of the<br />

General Federated Womens Clubs, writes,<br />

"To the more adult, 'Rose Marie' brings<br />

nostalgic memories; to the next generation,<br />

a delightful evening of entertainment."<br />

Mrs. Lawrence Delay, of the Springfield,<br />

Mass., Motion Picture Council, says simply,<br />

"Scenery is beautiful and the music enchanting.<br />

A delightful picture."<br />

Thus showmen should have a reliable<br />

guide by which they may judge whether the<br />

April Blue Ribbon Award picture will be<br />

successful at the boxoffices of their own<br />

theatres—which is the only place in which<br />

such success attains any real significance,<br />

however much acclaim the film may receive<br />

elsewhere.<br />

Rose Marie<br />

Mike Malon.e<br />

Jim<br />

Barney McCorkle<br />

The Cast<br />

Ann Blyth Lady Jane<br />

Marjorie Main<br />

Howard Keel Wanda Joan Taylor<br />

Fernando Lamas Inspector Appleby<br />

Ray Collins<br />

Bert Lahr Black Eagle<br />

Chief Yowlachie<br />

Producer -Director Mervyn LeRoy<br />

Screenplay<br />

Ronald Millar,<br />

George Proeschel<br />

Original Operetta by Otto Harbach,<br />

Oscar Hammerstein<br />

Music by<br />

Rudolf Friml,<br />

Herbert Stothart<br />

Musical Direction<br />

George Stoll<br />

Musical Numbers staged by<br />

Busby Berkeley<br />

Production Staff<br />

[n Cinemascope<br />

Photographed in Eastman Color<br />

Director of<br />

Photography Paul Vogel, A.S.C.<br />

Art Directors<br />

Cedric Gibbons.<br />

Merrill Pye<br />

Film Editor Harold F. Kress, A.C.E.<br />

Recording Supervisor Douglas Shearer<br />

Women's Costumes<br />

Designed by<br />

Helen Rose<br />

Makeup William Tuttle<br />

^ This Award is oiveii each month by the National Screen Council on the basis of outstandinQ merit<br />

and suitability for family entertainment. Council membershiii com{)rises motion picture editors, radio<br />

film commentators, and representatives of better film councils, civic and educational organizations.

I<br />

4 1 [I]. ill 111'<br />

mim<br />





COLUMBIA PICTURES presents<br />

Jennifer<br />

JONES<br />

Mon|<br />

CllFT<br />

&f an (jt/m£/tica/Ki Wi£^ "<br />


CmemaScope<br />

Continued<br />

The president of 20th Century-Fox addresses the New York meeting on stereophonic<br />

sound requirements for CinemaScope as Charles Einfeld, vice-president in<br />

charge of publicity and exploitation, looks on.<br />

(Continued from page 8)<br />

exhibitor to use these films with one or more<br />

horns.<br />

Drive-ins will be urged to install wider and<br />

brighter screens for CinemaScope and other<br />

new projection systems, but they will be able<br />

to get these pictures without stereophonic<br />

installations. If some drive-ins in a competitive<br />

area use up-to-date sound with the<br />

two or three-cone car speakers, it is predicted<br />

that the public will soon come to realize the<br />

difference and will tend toward the drive-ins<br />

with the best sound.<br />

Some speakers at the 20th-Fox meeting<br />

contended that the sound made no difference.<br />

There have been no comparisons in<br />

mast exhibition areas to date, so the contention<br />

will be proved or disproved by experience.<br />

Leonard H. Goldenson, head of American<br />

Broadcasting-Paramount Theatres,<br />

pointed out that improved sound on records<br />

brought that industry from the deepest doldnmis<br />

to peak prosperity.<br />


Early during the meeting, Lichtman told<br />

those present that the company was willing<br />

to make concessions. Some exhibitors had<br />

discussed these concessions in advance with<br />

Skouras and Lichtman. Several speakers<br />

raised the point that they would lose their<br />

competitive advantage after spending large<br />

sums for the full installations, Including<br />

stereophonic sound, and Lichtman assured<br />

them they would receive "protection."<br />

There was no unanimity on the matter of<br />

protection. Allied members .said they wouldn't<br />

ask for it, taking the stand that audiences<br />

which had become accastomed to<br />

stereophonic sound would go where they could<br />

find It and that competition would bring<br />

about these installations by exhibitors now<br />

opposed to it after they have made money<br />

with wide-screen films.<br />

I. J. Hoffman of New England was one of<br />

the first to Inquire about protection at the<br />

morning session. Ben Marcus, president of<br />

Allied States Ass'n, immediately made his<br />

position clear. He had already stated his<br />

position to Skouras in advance of the meeting.<br />

"I, too, spent money on CinemaScope and<br />

stereophonic sound at the start, but let's forget<br />

protection and think in terms of the<br />

over-all good of the industry. I think the<br />

patrons will make the decisions. They will<br />

decide whether they like old-fashioned .sound<br />

or the new. I favor the competitive viewpoint.<br />

I hope that every theatre will put in<br />

a large screen. Let's not worry about competition."<br />

Nathan Yamins, former Allied president,<br />

took the same stand. "I don't ask for any<br />

special consideration because I was one of the<br />

first to install CinemaScope in all my theatres,<br />

both closed and open. How can the industry<br />

as a whole benefit?<br />

"Nobody should have a monopoly of CinemaScope.<br />

Those who have introduced the<br />

new medium deserve credit. It helped get<br />

people into the mood for returning to the<br />

theatre, but the impact of CinemaScope<br />

wasn't wide enough. Now we need an impact<br />

on the missing patrons and the way to get it<br />

is through installations in more theatres.<br />

Why not make the impact, throughout the<br />

country?<br />

"Make CinemaScope available with or without<br />

stereophonic sound, or in single-track<br />

optical sound. If a large number of theatres<br />

cannot afford the full sound, you limit the<br />

impact. Fourteen thousand theatres haven't<br />

got the money. Give them pictures in any<br />

form. They will make some money and then<br />

will in-stall better equipment later. Teach<br />

exhibitors they need improvements."<br />

Irving DolUnger, another Allied leader,<br />

echoed these sentiments, and Wilbur Snaper,<br />

former Allied president, followed along the<br />

same lines.<br />

Sam Plnanskl, former TOA president,<br />

agreed with all this by telling the 20th-Fox<br />

executives that holding the discussion was<br />

"one of the smartest things they had ever<br />

done."<br />

"If I can't afford a Cadillac," he said, "I<br />

think I'm entitled to a motorcycle with a<br />

sidecar."<br />

He then diverged by suggesting that the<br />

system of publicity and advertising should<br />

be revamped, if the industry is to get back<br />

30,000,000 missing customers.<br />

Louis Schine took up this line of thought<br />

and said he had been "proud to go along"<br />

with CinemaScope at the start, but added the<br />

statement that, if the 30,000,000 missing patrons<br />

were to be returned, it would be necessary<br />

to release more pictures, "the good ones,<br />

with the lousy ones," in order to have a<br />

steady flow of product.<br />

As the discussion progressed, it became apparent<br />

that some exhibitors were not clear<br />

on how four-channel magnetic sound could be<br />

played on a single track.<br />

Skoiu-as called on Earl I. Sponable, technical<br />

expert, to explain this. Sponable advised<br />

against using a mixer. This was tried by<br />

Walter Reade jr. in two theatres several<br />

weeks ago. It was "not entirely feasible,"<br />

Sponable said. He said the company would<br />

make three types of prints available—the<br />

four-track magnetic, one-track magnetic and<br />

the standard optical sound track, but he was<br />

emphatic in saying that he didn't think anything<br />

could equal four-track magnetic .sound.<br />


J. Robert Hoff . sales manager of the Ballantyne<br />

Co. and himself an exhibitor, challenged<br />

this statement by saying that drive-in<br />

patrons did not know the difference or care.<br />

Three weeks ago, he said, he introduced two<br />

sp)eakers for each car in a drive-in and used<br />

a trailer to explain that they should be<br />

hung on opposite sides of the car.<br />

He had men circulating among the cars<br />

after the start of the show and found that<br />

50 per cent had two speakers on one side<br />

of the car or were using only one. After<br />

the intermission, he said, at least 30 per cent<br />

of the cars were using only one speaker.<br />

He did not mention the three-cone speaker<br />

invented by Claude Ezell and Associates or<br />

the other three-cone types introduced recently.<br />

Leonard H. Goldenson, head of AB-PT<br />

Theatres, said the 20th-Fox concessions would<br />

be an "empty victory," if exhibitors went<br />

back to horse-and-buggy sound.<br />

"Exhibitors haven't learned to use stereophonic<br />

sound," he added. "If they don't go<br />

forward, they will go out of business. They<br />

should have the free choice, however."<br />

The entire discussion was conducted in a<br />

friendly way.<br />

Because some speakers had expressed the<br />

opinion that stereophonic sound was unnecessary,<br />

Skouras invited them upstairs to see<br />

a CinemaScope screen with stereophonic<br />

sound in a small projection room.<br />

Justice Dept. Knew About<br />

CinemaScope Protests<br />

WASHINGTON—A Senate Small Business<br />

Committee staff report drawn up only for<br />

Committee members revealed on Friday (7^<br />

that the Committee has conferred several<br />

times with the Jiustice Department on the<br />

withholding of CinemaScope films from theatres<br />

which do not install stereophonic sound.<br />

The report noted that 20th Century-Fox<br />

and Loew's have now agi-eed to license<br />

CinemaScope films without the stereophonic<br />

requirement, and noted that "removal of this<br />

restriction means that drive-ins and thousands<br />

of small neighborhood theatres which<br />

for financial or technical reasons could not<br />

install stereophonic sound facilities will now<br />

be in a much improved competitive position<br />

witli relation to large metropolitan theatres."<br />

24 BOXOFFICE :<br />

: May<br />

15, 1954

The perfect crowd-puller for all<br />

top playing<br />

time during the late spring and early summer!<br />

A startling story of violent love and violent adventure!<br />

Backgrounds never before seen on the<br />

screen — filmed by Paramount on the breathtaking<br />

summits of the wild Andes mountains!<br />

"-Oft<br />

^ • «•• **Ou„ *

—<br />

Jane Wyman receives bad news from her attorney, Gregg Palmer, in this scene with<br />

Barbara Rush from "Magnificent Obsession," Universal-International's Technicolor<br />

filmization of the widely read Lloyd C. Douglas classic, co-starring Rock Hudson<br />

'Magnificent Obsession' Is<br />

Destined for Top Grosses<br />

Helen Phillips, Jane Wyman is given a part<br />

ideally suited to her well-established talents:<br />

and, as was to be expected, she drains it to<br />

the ultimate of its dramatic possibilities. It<br />

is the delineation of Rock Hudson as the<br />

repentant playboy. Bob Merrick, that will be<br />

the offering's most widely di.scussed and extravagantly<br />

lauded performance—not becau.se<br />

it is superior to La Wyman's achievement,<br />

but due to the fact that it is<br />

indescribably superior to anything he has<br />

here>tofore accomplished. Previously limited<br />

to rugged, he-man action parts, Hudson is<br />

herein confronted with an assignment that<br />

demanded talent and finesse, and in his<br />

remarkable mastery thereof he establishes<br />

himself as one of the current screen's outstanding<br />

dramatic artists, one whose stock<br />

will skyrocket, particularly among femme<br />

fans.<br />

Running the toplining twosome a close<br />

race for acting honors are several supporting<br />

troupers, most notably Barbara Rush, an<br />

unusually promising newcomer, and veterans<br />

Agnes Moorehead and Otto Kruger.<br />

It should not be necessary to call the attention<br />

of shrewd showmen to the exciting<br />

exploitation possibilities of so many superior<br />

ingredients in one feature. Even without<br />

high-powered merchandising, "Magnificent<br />

Obsession" is dependable to do recordchallenging<br />

business, but the theatreman who<br />

intensively sells the film to his potential<br />

patrons can be doubly sure of a bumper crop<br />

of tear-soaked handkerchiefs and canceled<br />

ticket<br />

stubs.<br />


\117HILE the smug sophisticates may snidely<br />

designate Universal - International's<br />

"Magnificent Obsession" as a tear-jerker, the<br />

average ticket buyers—most especially those<br />

on the distaff side—who unabashedly enjoy<br />

a joust with honest emotions will have nothing<br />

for the picture but praise and patronage.<br />

Inasmuch as the latter constitute a preponderant<br />

majority of movie fans, inescapable<br />

is the conclusion that the film will record<br />

long and profitable runs in all of its bookings.<br />

Considering the vintage and theme of the<br />

Lloyd C. Douglas novel upon which the feature<br />

is batsed, it would have been easy, perhaps<br />

natural, for the filmization thereof to<br />

plunge irrevocably into the maudlin. It is<br />

valiantly rescued from that fate, however, because<br />

of the sterling qualities of every factor<br />

that entered into the movie's manufacture.<br />

In the first place, the screenplay by Robert<br />

Blees and the adaptation by Wells Root<br />

cleverly contrive to capture the over-all aura<br />

of the original without unduly stressing its<br />

sentimentalities. The message of faith<br />

common to most of Douglas' works—is there,<br />

but it is subtly and tastefully projected without<br />

re.sorting to heavy-handed preachment.<br />

The characters are noble without being cloying,<br />

and the passages that treat with love and<br />

devotion are stirring and inspiring rather<br />

than saccharine.<br />

All of which accord the screenplay an air<br />

of modernity that safeguards against any<br />

consideration or accusation of the offering's<br />

being dated. This touch of freshness is<br />

admirably crystallized by the lush, eye-filling<br />

production mountings with which Ross<br />

Hunter endowed the vehicle. The film's early<br />

sequences were photographed at Lake Arrowhead,<br />

among the natural and rugged beauties<br />

of California's San Bernardino mountain<br />

range. Interiors during this footage were<br />

supplied by utilization of lavish resort residences<br />

at Arrowhead, and reflect the highest<br />

quality of set decoration. While some process<br />

cinematography was employed in those scenes<br />

localed in Switzerland, the same flawlessness<br />

obtains. The opulence and beauty of these<br />

physical attributes are rendered the more<br />

impressive because they are expertly lensed<br />

in Technicolor. Comparable top standards<br />

are attained by virtually all other technical<br />

and artistic ingredients; Music, gowns, art<br />

direction, sound and film editing, to name<br />

some.<br />

But regardless of the sterling nature of<br />

the above-listed factors, it is a galaxy of<br />

superb performances that contributes the<br />

greatest segment to the picture's excellence.<br />

Under the expert and sensitive direction of<br />

Douglas Sirk, a wisely selected cast establishes<br />

a thespian level found only in comparatively<br />

few photoplays.<br />

In the difficult role of the long-suffering<br />

Universal-Internotional<br />

Presents<br />


Running Time, 108 Minutes<br />

Color by Technicolor<br />


Produced by Ross Hunter. Directed by Douglas<br />

Sirk. Screenplay by Robert Blees. Adaptation by<br />

Wells Root. From the novel by Lloyd C. Douglas.<br />

Director of photography, Russell Metty. Special<br />

photographic effects by David S. Horsley. Art<br />

directors, Bernard Herzbrun and Emrich Nicholson,<br />

Film editor. Milton Carruth. Set decorations<br />

by Russell A. Gausman and Ruby R. Levitt.<br />

Dialog director. Jack Daniels. Sound Leslie I.<br />

Corey ond Corson Jowett. Music by Frank<br />

Skinner, Musical direction, Joseph Gershenson.<br />

Gowns, Bill Thomas. Makeup, Bud Westmore.<br />

Hair stylist, Joon St. Oegger. Assistant directors,<br />

William Holland and Gordon McLean.<br />

THE CAST<br />

Jane Wyman, Rock Hudson, Barboro Rush,<br />

Agnes Mooreheod, Otto Kruger, Gregg Polmer,<br />

Sara Shane, Paul Covonagh, Judy Nugent, George<br />

Lynn, Richard H, Cutting, Robert B. Willioms<br />

Will White, Helen Kleeb.<br />

Plans Havana-Made Film<br />

On the Life of Batista<br />

MIAMI— Col. John Hirschman, head of<br />

Blue Ribbon Pictures of Hollywood, has been<br />

discussing plans with Bob Castine. actor, to<br />

produce a film in Havana. Hirschman. who<br />

has been in Miami prior to his departure for<br />

Cuba, wrote the script which is based on the<br />

life of Pulgencio Batista. He got the idea<br />

in 1933 while on a newspaper assignment to<br />

cover the Batista overthrow of Machado.<br />

ITie Cuban government has for some time<br />

been trying to build up its motion picture<br />

industry by offering to finance one-third of<br />

the budget of any made-in-Cuba picture.<br />

Hirschman will discuss his project with the<br />

Cuban president to whom he has a letter of<br />

introduction from James Roosevelt. Amusement<br />

editor George Bourke suggests that any<br />

film on the life of Batista would have to be<br />

cleared through Edmund Chester, author of<br />

"A Sergeant Called Batista."<br />

Hirschman is quoted as saying he favors<br />

Cesar Romero for the Batista role. Cubans,<br />

however, considering their resistance to the<br />

idea of a Mexican playing the role of the<br />

patriot Jose Marti, may not take to Romero<br />

because of his association with so many<br />

dancing lothario roles. Bati.sta will be asked<br />

to read the script and mention any changes<br />

he favors.<br />

Norway Sets Pact Terms<br />

NEW YORK—The Norwegian industry is<br />

demanding that 45 per cent rentals terms be<br />

eliminated from any new pact with the U.S.<br />

These have beeij allowed for U.S. films considered<br />

to be of de luxe quality. The industry<br />

wants the same rentals for all imports.<br />

Another demand is for a government subsidy<br />

amounting to 60 per cent of the state<br />

tax. This was increased last year from 12':..<br />

to 25 per cent.<br />

26 BOXOFTICE May 8, 1954

^ Z^WZ^D[LZ^[I][L *<br />

FOR<br />

eiN£RAL RBU^Bf<br />

^Release Date JULY 1st

Nalional Theatres<br />

Earnings in a Dip<br />

LOS ANGEXES—Attributing the drop in net<br />

income to three factors—a shortage of highquality<br />

pictures, higher film rentals and the<br />

development of TV competition in four areas<br />

where the company operates, National Theatres<br />

on Monday ( 10) reported a consolidated<br />

net. after all charges, of $1,307,050, equivalent<br />

to 47 cents a share on 2,769.486 outstanding<br />

shares of stock, for the 26 weeks ending March<br />

27. 1954.<br />

President Charles P. Skouras, in his<br />

report<br />

to stockholders, said the consolidated net for<br />

the corresponding 26 weeks ending March 28,<br />

1953, was $1,458,529, or 53 cents a share.<br />


For the 13 weeks ending March 27, 1954,<br />

the consolidated net of NT and its votingcontrolled<br />

subsidiaries was $661,468, or 24<br />

cents a share, compared to the corresponding<br />

quarter of 1953 when the net was $913,832. or<br />

33 cents a share.<br />

Included in the earnings for the 26 weeks<br />

ending March 27. 1954. is a net—less applicable<br />

taxes—of $26,000, resulting from dispositions<br />

of real estate and theatres which<br />

were sold either for economic reasons or to<br />

comply with the consent decree in the government's<br />

antitrust case, Skouras said. The<br />

comparable amount included in earnings for<br />

the first 26 weeks of the preceding fiscal year<br />

was $64,000.<br />

Skouras said the shortage of top pictures<br />

has been "a serious problem during the past<br />

few months." and opined that the situation<br />

"appears likely to become even more acute<br />

during the near future." adding that he does<br />

not expect it "to continue indefinitely."<br />

The NT president noted a "substantial"<br />

decline in attendance in cities in the midwest.<br />

Rocky Mountain, Pacific northwest and<br />

northern California areas where video competition<br />

has recently developed, but hailed<br />

as "most encouraging" the "continued satisfactory<br />

operations" in localities where such<br />

television competition has been "intense for<br />

a number of years."<br />


The recent reduction in federal amusement<br />

taxes is helping to offset the current decline<br />

in gross income, Skouras declared, and the<br />

"general effect of this long awaited tax relief<br />

is certainly beneficial to our company<br />

and to the entire motion picture industry."<br />

He reported that as of March 27, 1954, NT<br />

and its controlled subsidiaries operated 375<br />

theatres, as compared to 411 on March 28 of<br />

the previous year, and the number of closed<br />

theatres as of March 27, 1954, was 43, as compared<br />

to 51 a year earlier. Approximately 15<br />

additional ojierating showcases remain to be<br />

divested under terms of the consent decree.<br />

Pointing out that Cinemascope and stereophonic<br />

.sound installations have now been<br />

made in 220 NT houses, Skouras also called<br />

attention to the recent opening of the circuit's<br />

new Centre Theatre in Denver and<br />

said the new Pox in Portland, Ore., will make<br />

its debut about July 1.<br />

UA Has a 35th Anniversary Party<br />

Philadelphia's Variety Club tent feted United Artists on its 35th anniversary last<br />

week. Present to blow out the candle on the birthday cake was one of the founders<br />

of the company, Mary Piekford. In the photo also are, L to R, Robert Benjamin,<br />

UA board chairman; actor Phil Silvers, actresses Jane Russell and Rita Gam, and<br />

Arthur Krim, UA president.<br />

Moe Silver and Harry Kalmine of Stanley<br />

Warner theatres, at left, join George<br />

Hoover, Variety's international chief<br />

barker; UA's Robert Benjamin.<br />

Dais guests, L to R, included Herman<br />

Robbins, National Screen president, UA's<br />

Arthur Krim; George Schaefer, of<br />

Kramer Productions.<br />

Max Youngstein (L), United Artists<br />

vice-president in charge of advertising<br />

and publicity jokes with Jack Beresin of<br />

Variety, past international barker.<br />

Jane Russell, now producing films for<br />

United .\rtists, poses with husband Bob<br />

Waterfield (R) ; Sol Schwartz, RKO Thetres<br />

head.<br />

Marcel Gentel Re-elected<br />

PARIS—Marcel Gentel. RKO manager for<br />

France, has been re-elected president of the<br />

Franco-American Syndicate, industry trade<br />

organization, for the fifth time.<br />

Dais guests, L to R: Eugene Picker, Loew's, Inc.; Charles Boasberg, RKO Radio;<br />

Jay Emanuel, tradepress publisher; Arthur Krim; Ted Schlanger of Stanley Warner.<br />

28 BOXOFFICE<br />

:<br />

: May<br />

15, 1954

!<br />

..front page NEWS<br />

irom St. Louis (jjiaouru<br />


St.<br />

Louis First-Rnn Grosses<br />

'Variety estimates that MAR-<br />

TIN LUTHER'S U. S. and<br />

Canada gross will reach<br />

$3,500,000."<br />

_T|ME Magazine<br />




iVlajrtiii3u<br />

And remember . . . the<br />

St. Louis run was<br />

matched by long, smash<br />

box-oflBce runs in Minneapolis,<br />

New York, Chicago, Detroit, Birmingham,<br />

Boston, Washington, D. C,<br />

Houston, New Orleans, Denver, Philadelphia<br />

^- and many more, big and<br />

small, from coast to coast!<br />




low... important NEWS for every exhibitor:<br />

jviax-tiij^tii.ejr<br />



JULY 31, 1954<br />

n KITATT 'O'J'^ '^^ Rochemont Associates .<br />

U 1^ I M\. I<br />

Cresson E. Smith,<br />

35 w. 45th St., N. Y. 36, N. Y. Gen'l Sales Mgr,<br />


NO H^t^^tA^^<br />

S^T^Ai!!rRt^S<br />




BOOK IT<br />


NOW!<br />

The money-making sensation of the<br />

year is presold to an organized audience<br />

of 62 '/2 million. You get your<br />

regular audience . . . the"lost audience"<br />

—and a new audience that's never been<br />

in your theatre before<br />


of great good will and many good<br />

dollars — while it's available. July 31st<br />

is the absolute withdrawal date for<br />


ALBANY: Wjlliam Rosenow, Theatre Service Org. of BufFolo, 170 Franklin St., Buffalo 2, N. Y. ATLANTA; John W. Mangham, Mansham Enlere»,<br />

193 Walton St., N.W., Atlanta, Georgia. BOSTON: Albert Swerdlove, Screen Guild Prodi, of N.E., Inc., 54 Piedmont St., Boston 14, Man. BUFFALO: William Roienow Theatre Service Org.<br />

iuffolo, 170 Franklin St., Buffolo 2, N. V. CHARLOTTE: R. F. Pinson, Astor Pictures Exch., 300 West 3rd St., Charlotte, N. C. CHICAGO: Charles llndou. Max Roth, Capitol Film Exch., 1301 S.<br />

bosh Ave., Chicago, Illinois. CLEVELAND: M. A. Mooney, Academy Films, 2142 Payne Ave., Cleveland, Ohio. DALLAS: Harold Schwarz, Tower Pictures, 310 S. Norwood St., Dallas, Texos. DENVER:<br />

1 Bailey, Boiley Distributing Co., 2071 Broadway, Denver, Colo. DETROIT: Albert Dezel, 2310 Cass Ave., Detroit, Mich. INDIANAPOLIS: Charles Cooper, Charles Cooper Enterprises, 441 Illinois St.,<br />

ionopolis, Ind. KANSAS CITY: W. H. Golfney, Dixie Enterprises, 118 W. 1 8lh St., Kansas City 8, Mo. LOS ANGELES: Joseph Kennedy, Astor Pictures, 1928 S. Vermont, Los Angeles 7, Calif.<br />

MPHIS: Clifford E. Wallace, Colonial Pictures of Tenn., 361 So. Second St., Memphis, Tenn. MILWAUKEE: William Benjamin, Lippert Pictures, 704 W. State St., Milwoukee, Wise. MINNEAPOLIS:<br />

ik Montlke, Bill Soper, Northwest Theotre Service, 411 Plymouth BIdg., Minneapolis 3, Minn. NEW YORK CITY: George Waldmon, 430 Ninth Ave., New York, N. Y. OKLAHOMA CITY: Harold<br />

won. Tower Pictures, 310 S. Norwood St., Dallas, Texas. PHILADELPHIA: Joseph Engel, Screen Guild Prod, of Philadelphia, 1315 Vine St., Philodelphia, Pa. PITTSBURGH: F. D. Moore, Come<br />

Theatre Service, 402 Miltenberger St., Pittsburgh 19, Po. PORTLAND: Jock J. Engermon, Zollie Volchok, Northwest Releasing Corp., 1804 N.W. Keorney St., Portland, Ore. SALT LAKE CITY:<br />

Bailey, Bailey Distributing Co., 240 E. Isl St. S., Salt Lake City, Utah. SAN FRANCISCO: Fred I. "Pat" Patterson, 250 Golden Gate Ave., San Francisco, Calif. SEATTLE: Jock J. Engermon,<br />

i» Volchok, Northwest Releasing Corp., 2414 Second Ave., Seattle, Wash. WASHINGTON, 0. C: Myron Mills, Equity Film Exchowgei, 1001 New Jersey Ave., N.W., Woshlngton, D. C.

—<br />

Three Coins in Fountain<br />

Gay, Topflight Comedy<br />


"TWENTIETH Centm-y-Fox's<br />

thoroughly delightful<br />

"Three Coins in the Fountain" is<br />

qualified to do as much for the tourist business<br />

as for the motion picture theatres that<br />

exhibit the feature, Unromantic and unimaginative<br />

indeed the ticket buyer who doesn't<br />

react to the picture's boundless beauties<br />

by feeling the urge to pack his toothbrush<br />

and post-haste take off for Italy. Unhappily,<br />

in the majority of instances such precipitous<br />

behavior will be economically impossible, so<br />

the movie patrons will do the next best thing<br />

(undoubtedly showmen will consider it the<br />

first best thing)—they'll tell everyone within<br />

earshot that seeing the film is an inescapable<br />

must; and it's entirely likely that they themselves<br />

will catch it a second time.<br />

With such highly favorable, enthusiastic<br />

word-o'-mouth buildup—and giving consideration<br />

to the numerous, naturally exploitable<br />

assets that are a virtual guai-antee of capacity<br />

initial attendance—the feature handily merits<br />

unequivocal appraisal as a top-money, longrun<br />

booking in any theatre equipped to<br />

exhibit it.<br />

Even were it materially less of a photoplay<br />

entertainment-wise, the offering would be well<br />

worth the price of admission for the sheer<br />

magnificence of its scenic backgrounds<br />

Rome, Venice and the Italian countryside. A<br />

critique of the film could be entirely devoted<br />

to these scenic facets and still not adequately<br />

describe them. An ingenious, masterful<br />

blending of the modern and antique glories<br />

of today's Italy, they must be seen to be<br />

fully appreciated. At this point in the development<br />

of the new techniques in photographing<br />

and exhibiting motion pictui-es, it<br />

should be unnecessary to report that the<br />

above-mentioned scenic marvels are further<br />

accented through application of Cinemascope<br />

and De Luxe color.<br />

So much for the packaging—and many<br />

spectators will encounter difficulty in determining<br />

which merits the more superlatives,<br />

it or its contents.<br />

The picture itself is a warm, engrossing,<br />

slick romantic comedy, superbly scripted by<br />

John Patrick from a widely read novel by<br />

Twentieth<br />

Century-Fox<br />

Presents<br />

A Cinemascope Production<br />


Running Time: 101 Minutes<br />

In Color by De Luxe<br />


Produced by Sol C. Sicgcl. Directed by Jeon<br />

Negulesco. Screenplay by John Patrick. From a<br />

novel by John H. Secondori. Muwc by Victor<br />

Young. Director of photogrophy, MiTton Krosncr.<br />

Art direction by Lyie Wheeler and John De Cuir.<br />

Set decorations by Wolter M. Scott ond Paul S.<br />

Fox. Film editor, William Reynolds, Wardrobe<br />

direction by Charles Lc Moire. Costumes designed<br />

by Dorothy Jeokins. Song, "Three Coins<br />

in the Fountain." by Jule Styne and Sammy<br />

Cohn. Orchestration by Edward P. Powell. Assistant<br />

director, Gaston Glass.<br />

THE<br />

CAST<br />

Clifton Webb, Dorothy McGuire, Jean Peters,<br />

Louis Jourdan, Moggie McNomara, Rossano<br />

Brazzi, Howard St. John, Kothryn Givney, Cathlecn<br />

Ncsbitt, Vicente Padulo, Mario Silctti,<br />

Alberto Morin, Dino Bolognese, Tony De Mario,<br />

Jack Mattis, Willord Wotermon, Zochory Yaconelli,<br />

Celio Lovsky, Larry Arnold.<br />

Two scenes from "Three Coins in the<br />

Fountain." In the top photo are the trio<br />

of feminine stars—Jean Peters, Dorothy<br />

McGuire and Maggie McNamara. Below<br />

are Dorothy McGuire and Clifton Webb.<br />

John H. Secondari. Into the screenplay are<br />

woven three distinct romances, each of which<br />

has its unavoidable boy-meets-glrl qualities<br />

but transcends the formula banalities thereof<br />

through the skillful interpolation of subtle<br />

comedy and bright, sophisticated dialog.<br />

Armed with productional and literary ammunition<br />

of such high calibre, the starencrusted<br />

cast recorded a galaxy of expectedly<br />

sterling performances. In the topline,<br />

past master of the clipped accent and sardonic<br />

retort, Clifton Webb, found benchtailored<br />

to his distinctive talents the role of<br />

an ironically humorous, expatriated American,<br />

and it is his lines that generate a goodly<br />

share of the vehicle's laughs. Contributing<br />

more to the plot's structure are the collective<br />

and individual portrayals etched by the trio<br />

of femme stars, Dorothy McGuire, Jean<br />

Peters and Maggie McNamara. Each is excellent,<br />

but if an extra and exclusive orchid<br />

is to be bestowed, it is the just due of Miss<br />

McNamara. whose initial appearance in motion<br />

pictures c'The Moon Is Blue"i won her<br />

an Oscar nomination, a distinction that conceivably<br />

can be repeated as a result of her<br />

delineation herein.<br />

Supplying the remainder of the male romantic<br />

quotient are Louis Jourdan and an<br />

Italian actor. Ro.ssano Brazzi, who will be a<br />

newcomer to most American movie fans.<br />

Both must be credited with praiseworthy<br />

thespian stints, and Brazzi's charm will have<br />

the distaffers awaiting his further casting in<br />

Hollywood product. Supporting roles are<br />

executed with comparable effectiveness, even<br />

unto those entrusted to bit players recruited<br />

in Rome, all of whom were selected with an<br />

expert eye to types.<br />

It naturally follows that such a plethora of<br />

thespian quality owes much to the expert and<br />

sensitive direction of Jean Negulesco, who<br />

was no stranger to the exacting chore of guiding<br />

a threesome of femme stars through the<br />

intricacies of a brittle Cinemascope comedy.<br />

He it was who megged the highly successful<br />

"How to Marry a Millionaire."<br />

The superior production ingredients with<br />

which Sol C. Siegel endowed the picture do<br />

not end with the magnificent backgrounds.<br />

Virtually every other element he mustered<br />

for the fabrication of the feature is of equal<br />

flawlessness. More noteworthy, perhaps, are:<br />

Victor Young's stirring musical score, constructed<br />

on the title song, which is already<br />

approaching hit status; set decorations so<br />

lavish that in opulence and magnitude they<br />

rival the eye-filling exteriors; and the wardrobes,<br />

which will have the femme fans<br />

a-drooling.<br />

While "Three Coins in the Fountain" undoubtedly<br />

will appeal first and most to discriminating<br />

and sophisticated patrons, there<br />

is ample diversity of entertainment for massaudience<br />

tastes, and the final audit of its<br />

every appearance should reveal plenty of<br />

coins in the cash drawer.<br />

Malcolm Kingsberg Named<br />

Magna Theatre Treasurer<br />

NEW YORK—Malcolm Kingsberg, former<br />

president of RKO Theatres, has been named<br />

treasurer of Magna Theatre Corp., the distributing<br />

company for the Todd-AO process.<br />

Another appointee to the Magna board of<br />

directors is Frederick Warburg, a partner of<br />

Kuhn Loeb & Co.<br />

The completed list of corporation officers<br />

is as follows: Joseph M. Schenck, chairman;<br />

George P. Skouras, president; Michael Todd,<br />

production executive; Arthur Hornblow jr.,<br />

vice-president for production; Ralph B. Neuburger,<br />

secretary; Kingsberg, treasurer; Bernard<br />

J. Reis, acting controller and assistant<br />

treasurer; Joseph Faehndrich, assistant<br />

treasurer; James M. Landis, assistant secretary.<br />

F*roduction is scheduled to start July 7 on<br />

the Rodgers and Hammerstein film, "Oklahoma!"<br />

Sol Schwartz Re-elected<br />

As RKO Theatres Head<br />

NEW YORK—Sol A. Schwartz, president<br />

of RKO Theatres, was re-elected by the<br />

board of directors at the first meeting following<br />

the annual stockholders' meeting of<br />

May 6.<br />

Other officers re-elected were: Albert A.<br />

List, chairman of the board; WiUiam W.<br />

Howard, vice-president; Thomas F. O'Connor,<br />

vice-president and treasurer; William<br />

F. Whitman, general counsel and secretary;<br />

H. E. Newcomb, controller; Louis Joffe and<br />

Milton Maier, assistant secretaries, and<br />

Arthiu' E. Bell, assistant treasurer.<br />

Waller Signs Solomon<br />

NEW YORK—Leo Solomon, former New<br />

York Associated Press editor, has become<br />

Washington, D.C. representative of Tom<br />

Waller Associates.<br />

30 BOXOFFICE :<br />

: May<br />

15. 1954

,<br />

"^^1^^^^<br />

Serkowich Services;<br />

Ad, Publicity Head<br />

PEORIA, ILL.—Funeral services for Benjamin<br />

H. Serkowich, 60, veteran publicity<br />

and advertising exec-<br />

utive, who was director<br />

of advertising and<br />

publicity for Colum-<br />

'<br />

^B|^^^^^<br />

Mr^<br />

T<br />

I<br />

i bia Pictures from 1946<br />

^' to 1949, were held at<br />

''<br />

the Gauss mortuary<br />

, May 10. Serkowich<br />

^^<br />

died in the Veterans<br />

^^^<br />

Administration h o s -<br />

^^^ ^ ^^^<br />

pital, the Bronx, N.Y.,<br />

B. H. Serkowich<br />

Serkowich was<br />

born in Peoria and<br />

went to work there at 17 as a reporter for<br />

the Star and, a year later, moved to another<br />

paper, the Ti-anscript, as sports editor.<br />

In 1919, he took his first job in the<br />

film business, as director of advertising and<br />

publicity for the Robinson circuit, later<br />

called the Great States Theatres of Illinois.<br />

In 1924, after three years back in the newspaper<br />

business, Serkowich became associated<br />

with the :ffalaban & Katz Corp., a<br />

subsidiary of Paramount, where his duties<br />

involved advertising, publicity and exploitation.<br />

Prom 1926 to 1929, he was a promotion<br />

executive with Paramount Publix Theatres<br />

and edited Publix Opinion, a company publication.<br />

A term with RKO Pictures followed and,<br />

Arbitration Conference<br />

In New York May 24<br />

NEW YORK—May 24 has been set<br />

the date for the conference on arbitration,<br />

and the place will be the Hotel Astor.<br />

Eric Johnston, president of the Motion<br />

Picture Ass'n of America, will send invitations<br />

to all exhibitor organizations.<br />

That was decided Monday (3) when a<br />

subcommittee of the MPAA general sales<br />

managers committee made its final report<br />

to the main body, headed by Charles<br />

Boasberg of RKO. Boasberg emphasized<br />

that the distributors will enter the meeting<br />

with completely open minds except for<br />

the topic of film rentals, which has been<br />

barred from discussion. He said there was<br />

no- set formula and that any topic but<br />

rentals could come up at the conference.<br />

National Allied has gone on record as<br />

insisting on a discussion of rentals.<br />

There is practically no chance that it<br />

will have representatives at the meeting.<br />

in 1932, he returned to Balaban & Katz and<br />

later was assigned the task of publicizing<br />

the fan dancer, Sally Rand. From 1936 to<br />

1946, he was publicity director of the Capitol<br />

Theatre, New York. After leaving Columbia<br />

in 1949, Serkowich was in business<br />

for himself, with special publicity and exploitation<br />

assignments for various film companies.<br />

»<br />

He is survived by three brothers, Jules,<br />

David and Hyman, and two sisters, Carrie<br />

and Hannah, all of Peoria.<br />

as<br />

Bell & Howell Sets Plans<br />

For CS Lens Campaign<br />

CHICAGO—Bell & Howell Co. is settting<br />

up plans for a full-fledged sales campaign<br />

on Cinemascope projection lens attachments,<br />

it was announced this week by A. H. Bolt,<br />

the company's director of professional sales.<br />

According to Bolt, "increased orders for<br />

standard cylindrical type CinemaScope lenses<br />

indicate renewed enthusiasm on the part of<br />

theatre owners to install CinemaScope immediately."<br />

Bolt said the new sales campaign, prefaced<br />

by a major reduction in the price of the lens<br />

announced recently, includes "hard-hitting<br />

ads" in various industry trade papers.<br />

Also, a new direct mail campaign furnishing<br />

technical data and information to theatre<br />

owners and theatre equipment dealers is<br />

under way. The campaign will be handled<br />

from Chicago, supplemented by the efforts of<br />

Bell & Howell's Hollywood, New York and<br />

Washington offices, and more than 20 district<br />

sales managers covering the 48 states.<br />

Lindbergh Biography Wins<br />

1954 Pulitzer Prize<br />

NEW YORK—Charles A. Lindbergh's "The<br />

Spirit of St. Louis," which will be produced<br />

by Leland Hayward in CinemaScope for<br />

Warner Bros, release, was awarded the<br />

Pulitzer Prize of 1954 in the biographical<br />

field. "The Teahouse of the August Moon,"<br />

Broadway comedy hit by John Patrick, which<br />

stars David Wayne and John Forsythe, both<br />

also film players, was awarded the I»ulitzer<br />

Prize in the field of drama.<br />




JenoiferjONES-iontperyCiiFT<br />

in<br />

of an GAYisAJicam, Wife"<br />




mmhmm IB9I<br />

Color by<br />


with lEIZEL. Basil Sydney • Stanley Baker<br />

mm<br />

Screenplay • by ALEC COPPEL and MAX TRELL Adaptation by RICHARD MAIBAUM Based on the novel Ttie While South"<br />

by Hammond Innes Associate Producer George W. Willoughby Produced by IRVING ALLEN and ALBERT R. BROCCOLI<br />


General<br />

Release:<br />

July<br />

minw sTA\i<br />

Color bv<br />




story and Screen Plaj by<br />


Produced by V»ALLACE MacOONALO<br />

• Directed b( FRED F. SEARS<br />


: May<br />

15. 1954 31

Branch Managers Should<br />

Be Relied on More: Levy<br />

ATLANTA—Distributors must stop trying<br />

to dictate to exhibitors how they should run<br />

their theatres and they should rely more on<br />

their branch managers to handle distributorexhibitor<br />

relations, Herman M. Levy, general<br />

counsel of Theatre Owners of America, said<br />

Tuesday (11) at the joint convention here<br />

of the Alabama Theatre Ass'n and the<br />

Motion Picture Owners and Operators of<br />

Georgia.<br />

Levy also charged that some presidents of<br />

distribution companies have been usurping<br />

the powers of their sales heads, a practice<br />

that "necessarily results in a cold, unintelligent<br />

and no-man's-land relationship"<br />

He additionally congratulated MGM and<br />

20th Century-Fox for abandoning their<br />

stereophonic sound requirements, up to a<br />

week ago a source of controversy.<br />

"The entire controversy," Levy said, "has<br />

highlighted a major problem which confronts<br />

this industry and which can be solved<br />

only by a change in philosophy and policy<br />

of the part of distribution. Distributors must<br />

abandon their attempts to invade the province<br />

of exhibition by dictating to exhibition<br />

how exhibitors shall run their theatres.<br />

"It is unfortunately true that the top sales<br />

personnel of most of the distributing companies<br />

have little or no knowledge or understanding<br />

concerning the problems involved<br />

in the operation of theatres today. The men<br />

best equipped to handle distributor-exhibitor<br />

relations are at the local level—the branch<br />

managers who are, for the most part, capable,<br />

intelligent, conscientious men who could<br />

do so much to dissipate the ill-will which<br />

now, as never before, saturates distributorexhibitor<br />

relations.<br />

"Yet, despite the urgent pleas of exhibitors<br />

for years, branch managers, again, for the<br />

most part, have no more authority now than<br />

they had before. For these top sales personnel<br />

to attempt to advise or to determine how<br />

exhibitors shall run their theatres is presumptuous<br />

and unsound. The results speak<br />

for themselves. What logic was there in<br />

embarking on a policy of destroying the<br />

clearance and run pattern that had been<br />

working fairly successfully for years by requiring<br />

the installation of stereophonic sound<br />

and licensing Cinemascope pictures only to<br />

those houses that installed it?"<br />

Levy deplored "another tendency" in that<br />

some distribution company presidents "have<br />

been usurping the powers of their sales<br />

heads."<br />

"This practice means," he said, "that the<br />

fate of exhibitors with those companies rests<br />

in the hands of men with whom the exhibitors<br />

have little or no means of contact, and<br />

necessarily results in a cold, unintelligent<br />

and no-man's-land relationship. This practice<br />

should be stopped immediately. If<br />

branch managers are not to be given sufficient<br />

authority to do their job effectively,<br />

then, at least, let not that authority be centered<br />

in management as distinguished from<br />

sales?'<br />

Paramount to Rereleose<br />

'Greatest Show' July 1<br />

NEW YORK—"The Greatest Show on<br />

Earth," Cecil B. DeMille production, will be<br />

rereleased nationally starting July 1 and<br />

will be handled like any new release, according<br />

to A. W. Schwalberg, president of<br />

Paramount Film Distributing Corp. He said<br />

it will prove a still better picture in theatres<br />

equipped with wide screens. Rerelease plans<br />

will be completed at field meetings.<br />




.THE OLD<br />


with<br />



and the<br />


Screen Play by ED EARL REPP<br />

Directed by FOLMER BLANGSTEO<br />




Screen play by FRED MYTON<br />

Directed by LAMBERT HILLYER<br />


,n TWO-FISTED<br />


with<br />



Original Screen play by FRED MYTON<br />

Directed by JOSEPH H. LEWIS<br />

-J (oil reprints) |-<br />



with<br />


(Hezzie, Ken, Gil and Gabe)<br />



Screenplay by LOUISE ROUSSEAU<br />

Produced by COLBERT CLARK<br />

Directed by RAY NAZARRO<br />


in<br />


with<br />


Original Screen Play by HERBERT DALMAS<br />

Directed by LAMBERT HILLYER<br />

In the Newsreels<br />

Movietone News, No. 39: Widespread havoc caused<br />

by another Greek earthquake; diplomatic break starts<br />

on exodus; Red Indo-Chino chief at Geneva; ice<br />

skaters cut fancy figures; British men of war meet<br />

the queen in Mediterranean; Congress hears Canadian<br />

leader; Vishinsky goes home; Italian KOs<br />

Turpin in first; cycle speedsters in tough tussle.<br />

News of the Doy, No. 273: American braves iron<br />

curtain to rescue children; help for 'quake victims<br />

in Greece; flying engineers; first atomic survival<br />

house; smart cottons set summer styles; at last—the<br />

four-minute mile; Turpin stopped in comeback try.<br />

Paramount News, No. 76: New 'quakes rock Greece;<br />

Dulles returns from Geneva; mother of the year;<br />

Vishinsky sails; message of freedom; four-minute mile<br />

cracked; tennis; boxing.<br />

Universal News, No. 567: Dulles reports; Conadc's<br />

chief addresses Congress; freedom balloon; uprising<br />

quelled; Miss Berlin; timber toggery; motorcycle hill<br />

climb; yachting opening.<br />

Warner Pathe News, No. 78: Washington Democrats<br />

get together; rain washes out greeting for<br />

Mossey; Aussie envoys go home after Moscow break;<br />

Geneva—Vietmen delegation joins peace parley; little<br />

colony gives queen big welcome; army convicts Dickenson<br />

of betraying GIs; Vishinsky off for Russia;<br />

Illinois—Mary hod o little lamb; sports—motorcycle<br />

mayhem. Bannister first to run four-minute mile;<br />

Mitri belts out Turpin.<br />

Movietone News, No. 40: Red bid to seat Indo-<br />

China rebels fought at Geneva; Dien Bien Phu fall<br />

stirs Parisians; Rhee attends children's fete; Israel<br />

honors Queen Juliana; Queen Frederika has new<br />

nephew; Ike pays tribute to famous mother; Truman's<br />

birthday celebrated in New York; Little Mo<br />

stars in German matches; Bannister breaks fourminute<br />

mile borrier.<br />

News of the Day, No. 274: Tension in France over<br />

fall of Dien Bien Phu; Israel marks Independence<br />

day; Jordan's armed forces parade; royal children at<br />

Malta review; Hawaiians here to boost statehood;<br />

Truman's 70th birthday; President honors famous<br />

mother; monkeys for polio test; Bannister cracks<br />

four-minute mile.<br />

Paramount News, No. 77: Royal fomily in Malta;<br />

Truman marks 70th birthday; Variety Clubs present<br />

Heart oward; Dien Bien Phu—the end of saga;<br />

Bannister's mile in England.<br />

Universal News, No. 568: Truman's birthday;<br />

Japan— the temple bell; New York—Voriety Clubs;<br />

France— Legion home; Napoleonic occents on New<br />

York styles; Holland—tiger cub; California—elephant<br />

lift.<br />

Warner Pothe News, No. 79; Royal tots steol show;<br />

Hawoiions in U.S. press for statehood; Japon—village<br />

rejoices over return of bell; Pans— Indo-Chino<br />

crisis stirs French unrest; California— giant sun oven<br />

generotes 8,500 degrees heat; navy crew rows to<br />

24th in a row; Bannister—a four-minute mile; the<br />

Dancer returns first as usual.<br />

American Newsreel, No. 619: Geneva conference<br />

opens; Warrant Officer James C. Toylor cited for<br />

heroism; Atlanta housewife and artist; Lincoln university<br />

observes charter day.<br />

Telenews Weekly, No. 19: Thirty-one perish in<br />

Greek 'quake; the nation—California, Texas, New<br />

Hampshire, California; royalty in the news— King<br />

Hussein, Queen Elizabeth; news flashes—Scotland,<br />

Bavaria; Dulles orrr^ies, Vishinsky departs; Dickenson<br />

guilty of oiding Reds.<br />

Motiograph Reports Sound<br />

System for Small Houses<br />

NEW YORK—Motiograph has developed<br />

a new low-cost four-channel stereophonic<br />

sound system for theatres of 1,000 seats or<br />

less that is complete in the way of sound<br />

equipment, according to a letter written by<br />

Fred C. Matthews, vice-president, to Al<br />

Lichtman, 20th Century-Fox distribution director.<br />

Tlie cost is $4,058.<br />

Components are two penthouse reproducers,<br />

four pre-amplifiers with tubes and<br />

cabinet, four 20-watt power amplifiers with<br />

three tubes and cabinet, one suppressor amplifier,<br />

one equalization and changeover<br />

switch, one system selector switch, one horn<br />

switching panel, one ganged fader, one power<br />

unit, one monitor amplifier, six auditorium<br />

speakers and three Altec Lansing speaker<br />

systems plus cables and cordage.<br />

Matthews also reported the availability of<br />

a new three-channel system costing $3,530<br />

including installation cost.<br />

32 BOXOFFICE<br />

:<br />

: May<br />

15. 1954



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Busy Production Schedules<br />

At MGM and Paramount<br />

From MGM and Paramount came virtually<br />

simultaneous announcements of accelerated<br />

production schedules that will contribute substantially<br />

to keeping picture-making activity<br />

at higher levels than is normally anticipated<br />

during spring and summer months.<br />

Over at MGM. Dore Schary outlined plans<br />

for the addition of six subjects, all in color,<br />

to Leo's docket for June. July and August,<br />

while Paramount set late-May. June. July and<br />

August starting dates on a quartet of Vista-<br />

Vision entries.<br />

Pictures to be launched by MGM during the<br />

summer include:<br />

"Love Me or Leave Me," the biography of<br />

songstress Ruth Etting. starring Ava Gardner,<br />

produced by Joe Pasternak and directed<br />

by Charles Vidor.<br />

"The Prodigal." Biblical drama with a cast<br />

headed by Edmund Purdom and Taina Elg.<br />

to be megged by Richard Thorpe for Producer<br />

Charles Schnee.<br />

"Moonfleet," a John Houseman production<br />

starring Stewart Grainger.<br />

"Hit the Deck," film version of the Broadway<br />

musical, toplining Jane Powell, Vic<br />

Damone and Ann Miller, produced by Pasternak.<br />

"Interrupted Melody," a Jack Cummings<br />

production to star Eleanor Parker.<br />

"Fair Weather," a romantic comedy to be<br />

produced by Arthur Freed, starring Gene<br />

Kelly. Scripters are Betty Comden and<br />

Adolph Green.<br />

The.se will supplement a May lineup that<br />

already includes "Jupiter's Darling," "Athena,"<br />

"Many Rivers to Cross" and "The Glass<br />

Slipper," while already in work are four<br />

others — "Rogue Cop," "The Last Time I Saw<br />

Paris," "Green Fire" and "Deep in My<br />

Heart."<br />

At Paramount, a late-May starter will be<br />

"Run for Cover," a Pine-Thomas outdoor<br />

action drama in Technicolor and VlstaVision,<br />

starring James Cagney, Viveca Lindfors and<br />

Warner Bros, to Produce<br />

Indo-China War Film<br />

Headline-snatching specialists from<br />

'way back, the Brothers Warner have<br />

again dipped into the world news grabbag<br />

with the disclosure that the company<br />

has .scheduled "Jump Into Hell" as<br />

a dramatic entry, semidocumentary in approach,<br />

dealing with the current war In<br />

Indo-China and the death struggle for<br />

the fortress of Dien Bien Phu which re-<br />

.sulted in the lo.ss of the stronghold to<br />

the invading Communist forces.<br />

Planning the earliest possible camera<br />

start. Warners delegated Irving Wallace<br />

to prepare the screenplay, with David<br />

Weisbart assigned the production chores<br />

and David Butler drawing the megaphoning<br />

stint. The offering hasn't as yet been<br />

cast.<br />

By<br />


John Derek, with Nicholas Ray at the directorial<br />

helm.<br />

Three other Vista Vision vehicles will follow:<br />

"Hell's Island." rolling in June with John<br />

Payne and Mary Murphy toplined. Phil Karlson<br />

to direct.<br />

"Blue Horizon," starting in July as a Pine-<br />

Thomas production, with Charlton Heston portraying<br />

Clark in a story of the Lewis and<br />

Clark expedition.<br />

"The Court Jester." set to go in August as<br />

a Danny Kaye starrer, to be produced independently<br />

by Dena Productions, the unit<br />

headed by Kaye, Norman Panama and Melvin<br />

Frank. It will begin shooting on location in<br />

England, finishing up at the studio.<br />

Toung at Heart/ Hit Tune,<br />

Set for Lensing by WB<br />

Short takes from the sound stages: "Young<br />

at Heart." Frank Sinatra's latest hit record,<br />

is to be transformed into a Warner musical,<br />

co-starring Sinatra and Doris Day, and to be<br />

produced by Henry Blanke, with Gordon<br />

Dougla-s directing . . . Jay Robinson, one of<br />

the topliners in "Demetrius and the Gladiators,"<br />

20th Century-Fox's sequel to "The<br />

Robe," has taken off on a five week crosscountry<br />

one-man ballyhoo campaign for the<br />

picture. His itinerary includes personal appearances<br />

at schools, PTA meetings, service<br />

clubs, veterans and children's hospitals, and<br />

will wind up in New York on June 16, when<br />

the film will have its world premiere there . .<br />

Producer Carl Krueger has set an early-June<br />

starting date for "The Honor and the Glory,"<br />

an aviation drama, as a followup to "Sabre<br />

Jet." which he made last year for United<br />

Artists release. "Glory" will be shot partly<br />

on location at Wright-Patterson air force base<br />

in Ohio, with Louis King directing . . . Walter<br />

Wanger's production, "Riot in Cell Block 11,"<br />

made for Allied Artists, has been cited as one<br />

of 1954's outstanding films by the Motion<br />

Picture Division of the General Federation<br />

of Women's Clubs. A formal citation will be<br />

presented June 4 at the organization's annual<br />

convention in Denver.<br />

Pickup in Literary Market<br />

With Four Yarns Bought<br />

A brisker-than-usual pace was noted in<br />

the story market, with four sales having been<br />

recorded.<br />

Filmakers, the independent unit headed by<br />

Collier Young and Ida Lupino, picked up a<br />

Harry Essex original, "Mad at the World,"<br />

and booked Essex to script and direct the<br />

opus, dealing with the subject of contemporary<br />

juvenile unrest and delinquency ... To<br />

Sam Katzman. for production in the fall as<br />

a Columbia release, went "Riot on Pier Six,"<br />

an original by Orville Hampton treating of<br />

cargo thefts on the New York and San Francesco<br />

waterfronts. Hampton will prepare the<br />

-screenplay ... A Ben Hecht short .story,<br />

"Miracle in the Rain," was acquired by the<br />

independent Frank P. Rosenberg Productions<br />

as his fourth production this<br />

year for Allied Artists by Lindsley Parsons<br />

was "The Intruder." from a suspense novel<br />

by Helen Fowler. The tome, a Literary Guild<br />

Paramount Plans Filming<br />

^Say It<br />

With Music'<br />

A busy lad—thLs Irving Berlin.<br />

The prolific tunesmith and .show business<br />

veteran has just set a deal whereby<br />

Paramount will undertake the filming of<br />

a new musical opus, "Say It With Music"<br />

(the title of which, of course, derives<br />

from one of Berlin's song succe.sses). The<br />

commitment brings to three the number<br />

of Berlin properties transferred to filmdom<br />

in the recent past—Paramount having<br />

recently completed "White Chri.stmas."<br />

starring Bing Crosby and Danny<br />

Kaye, while over at 20th Century-Fox<br />

the Cinemascope cameras are being<br />

warmed up to lens "There's No Business<br />

Like Show Business," an all-star extravaganza<br />

featuring a thespian lineup that<br />

includes Ethel Merman. Donald O'Connor.<br />

Mitzi Gaynor and Dan Dailey.<br />

"Say It With Music" had originally<br />

been planned by Berlin as a Broadway<br />

stage musical. The decision to have it<br />

made by Paramount in film form was<br />

reached while Berlin and Don Hartman,<br />

the studio's executive producer, were returning<br />

a week or so ago from Europe<br />

aboard the He de France. As did the<br />

above-mentioned "Christmas." it will costar<br />

Crosby and Kaye and will be photographed<br />

in the VistaVision process, with<br />

camera work tentatively set to start next<br />

spring.<br />

selection, involves a psychopathic former prisoner<br />

of war who tries to kill his buddy's<br />

family.<br />

'Oklahomal' Scheduled<br />

For Cameras July 7<br />

It's now official—the Rodgers and Hammerstein<br />

film production of "Oklahoma!" in<br />

the Todd-AO wide-screen process will go before<br />

the cameras here on July 7, with Fred<br />

Zinnemann, megging. All equipment for the<br />

Todd-AO cameras, with which "Oklahoma!"<br />

will be lensed, has arrived in Hollywood, and<br />

Zinnemann, who has been conducting tests<br />

on an MGM sound stage, has scheduled<br />

further tests in the San Rafael valley, near<br />

Tucson, and in Claremore, Okla., before the<br />

formal production start.<br />

Rehearsals of cast principals—none of<br />

whom have as yet been set—and the ballet<br />

numbers will begin early next month. Agnes<br />

de Mille is in charge of choreography. Robert<br />

Surtees will be the cameraman and Joseph<br />

Wright is the art director, with Oliver Smith<br />

in charge of production design.<br />

Dudley Nichols Scripting<br />

'Lewis and Clark' Opus<br />

Dudley Nichols is at work on the .

Para. Will Up Production When Good Subjects Are Found<br />

NEW YORK—The two pictures which<br />

Ponti-De Laurentiis has been producing in<br />

Rome for Paramount release in the U.S. and<br />

Europe have been made in an aspect ratio<br />

of 1:66 to 1 but can be shown on widescreen,<br />

Don Hartman, Paramount executive<br />

producer, said last week on his return from<br />

Europe. One, "Ulysses," is already here for<br />

dubbing. The other is "Mambo." The deal is<br />

for ten pictures a year.<br />

Asked about the product shortage complaints<br />

of exhibitors, Hartman said Paramount has<br />

been producing between 20 and 22 features<br />

make still<br />

a year and that the company will<br />

more if good subjects can be found. He said<br />

the policy could not be changed "just to get<br />

out celluloid," and that a lot depended on<br />

such contingencies as the availability of good<br />

directors<br />

and casts.<br />

Hartman spent five weeks abroad, visiting<br />

London, Paris, Madrid, Barcelona, Rome and<br />

the south of France. While conducting property<br />

conferences, he met with producers,<br />

branch executives and exhibitors and gave<br />

them details on VistaVision. Loren Ryder,<br />

head of Paramount research, will leave<br />

shortly to conduct actual VistaVision demonstrations<br />

in Europe, the first in London.<br />

Hartman said he was glad to see that production<br />

attention again is focused on the<br />

story rather than screen dimensions and<br />


PARTY—Paramount last week hosted a<br />

cocktail party at New York's Hotel Pierre<br />

for Academy Award winners Audrey Hepburn<br />

and William Holden. Shown with<br />

them is Don Hartman (L), Paramount<br />

Pictures executive producer who has just<br />

returned from Europe.<br />

technological developments. Production is a<br />

balanced proposition, he said, with settings,<br />

acting, direction and screen size not detracting<br />

from the story, and the sound should be<br />

used judicially. He dismissed 3-D with the<br />

comment a theatre marquee should carry<br />

the line: "Come in and we'll beat the hell<br />

out of you," referring to objects "thrown" at<br />

the audience.<br />

Why do good American pictures have international<br />

appeal while foreign films do not?<br />

Hartman said he had tried to find the answer<br />

but hadn't succeeded. It could be their<br />

great artistic merit, he said; glamorization<br />

partly through better clothing and sets, or<br />

escapism from the routine ba-kgrounds of<br />

home. Asked if it could not be just interest<br />

in the American way of life, backed by a<br />

desire to live here, he pointed out that<br />

"Roman Holiday," which was made in Rome,<br />

was very successful there. He left for California<br />

after the interview.<br />

SMPTE Journal to Carry<br />

Ads for the First Time<br />

NEW YORK—Advertising will be carried<br />

for the first time in the Journal of the Society<br />

of Motion Picture and Television Engineers<br />

in the July issue. The decision, which has<br />

been under consideration for many months,<br />

is based on the need for additional revenue.<br />

SMPTE is also waging a campaign for sustaining<br />

members, and has reported success.<br />

It has estimated that its expenses this year<br />

will be $230,000,<br />


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TELEPHONE: MArket 1-8834<br />

BOXOFTICE :: May 15, 1954 35

Universal Maps Summer Promotions<br />

.More than 30 of Universal's field and home office advertising, publicity and promotional<br />

representatives gather at the New York home office for "Summer Showmanship"<br />

meetings with Charles Simonelli presiding and David A. Lipton participating.<br />

Seated around the table are, left to right: Julian Bowes. Robert Gillham, Philip Gerard,<br />

Clark Ramsay, Lipton, Simonelli, Jeff Livingston, Herman Kass, Robert Ungerfeld<br />

and Ben Katz. Standing and seated in rear, left to right, are: Lowell Benedict, Cliff<br />

Cane, Evelyn Turner, Burt Hirschfeld. Paul Kamey. Morris Alin, Sig Maitles, Milt<br />

Livingston, David Polland, Duke Hickey, William Gandall, Harold Gutman, Alfred<br />

Mendelsohn, Sheldon Gunzberg, Ben Hill, John Antonuk, Guy Biondi. Estelle Nathan,<br />

Tony Chevins, Charles Simonelli jr.. Gene Giambalvo, David Weiss and Herbert Bogart.<br />

NEW YORK—To reach the maximum audience,<br />

every step in the selling and promotional<br />

campaign of a picture must be coordinated<br />

in advance. David A. Lipton, Universal-International<br />

vice-president, told advertising,<br />

publicity and promotion men of<br />

the company at the opening Monday (10) of<br />

a three-day meeting.<br />

Lipton called for close cooperation between<br />

production, distribution and "our own phase<br />

of this over-all problem." often starting the<br />

moment a story property is acquired. He<br />

cited the success of "The Glenn Miller Story"<br />

as an example of an integrated campaign.<br />

Lipton also pointed out that the steady<br />

growth of U-I busine.ss. culminating in successive<br />

records, had been paced by a corresponding<br />

increase in its budget for publicity,<br />

advertising and promotion. This year its national<br />

magazine advertising budget will be<br />

double that of 1953, and much of it will be<br />

applied to "Magnificent Obsession," "The<br />

Black Shield of Falworth" and "Sign of the<br />

Pagan." At the same time, appropriations for<br />

local selling have been equally increased and<br />

the publicity and promotion staffs broadened.<br />

FuU u.se of national women's magazines is<br />

being made in "The Magnificent Obsession"<br />

campaign, including those circulated through<br />

the major food chains as well as the general<br />

women's magazines, the "confe.ssion" group,<br />

the teenage group and the fan magazines.<br />

Advertising plans also include the top circulation<br />

general magazines. Those ads are<br />

.scheduled to break during July and August.<br />

More than 30 promotion representatives attended<br />

the sessions, the first joint gathering<br />

in two years of such field and home office<br />

personnel. Charles Simonelli. eastern adver-<br />

tising and publicity head, presided. Other<br />

speakers included Clark Ramsay, executive<br />

assistant to Lipton; Philip Gerard, eastern<br />

publicity manager; Jeff Livingston, eastern<br />

advertising manager, and Henry A. Linet.<br />

sales promotion manager.<br />

Decca First Quarter Net<br />

Up Sharply Over 1953<br />

NEW YORK—Consolidated net earnings of<br />

Decca Records. Inc.. for the three months<br />

ending March 31. including the company's<br />

share of the undistributed earnings of Universal<br />

Pictures. Inc.. were $635,238. equal to<br />

42 cents per share. In the same period of<br />

1953 Decca reported earnings of $234,685.<br />

equal to 23 cents per share. The 1953 quarterly<br />

earnings did not include Decca's then<br />

proportionate share of Universal's undistributed<br />

earnings.<br />

On March 31 Decca owned 672.996 shares<br />

of Universal common, approximately 67 per<br />

cent of the total outstanding.<br />

Brandt Handles 'Battalion'<br />

NEW YORK—"Barefoot Battalion," a feature<br />

filmed entirely in Greece, will be distributed<br />

in the U.S. by Leon L. Brandt Associates.<br />

Produced by Peter Boudores and directed<br />

by Gregg Tallas, the cast is headed by<br />

two professional actors, Maria Costi and Nlcos<br />

Permas. and includes 40 teenagers recruited<br />

from orphan asylums and other public institutions.<br />

The picture will open at the Globe Theatre,<br />

New York, following the run of the current<br />

"Men of the Fighting Lady."<br />

U-I to Lens 12 Films<br />

Next Three Months<br />

HOLLYWOOD — Demonstrating its continued<br />

optimism as concerns filmdom's future.<br />

Universal-International is embarking<br />

on a 12-picture production slate during the<br />

next three months—.seven of them in Technicolor<br />

and one in 3-D.<br />

Kicking off the intensive schedule was<br />

"Destry." Technicolor western starring Audie<br />

Murphy, which began shooting Wednesday<br />

i5). It will be follow-ed by:<br />

"Five Bridges to Cross," a crime drama<br />

starring Jeff Chandler and Julia Adams.<br />

"Panama," action drama in Technicolor.<br />

"Smoke Signal." Technicolor western toplining<br />

Dana Andrews,<br />

"The Stuntman." an Abbott and Costello<br />

comedy,<br />

"To Hell and Back," Audie Murphy's autobiography<br />

of his World War II experiences.<br />

in which he will portray himself.<br />

"Captain Lightfoot." to be shot in Technicolor<br />

on location in Ireland, starring Rock<br />

Hudson and Barbara Rush,<br />

"Pillars in the Sky." historical western in<br />

Technicolor,<br />

"Spring Song." a Technicolor musical in<br />

which Bert Lahr will have a leading role.<br />

"Lady Godiva of Coventry," historical costumer<br />

in Technicolor, title-roling Maureen<br />

O'Hara.<br />

"The Shrike," film version of the Pulitzer<br />

Prize play, to star Jose Ferrer in Technicolor.<br />

An untitled 3-D sequel to "Creature From<br />

the Black Lagoon."<br />

Hayworth Honeymoon Film<br />

Prompts $4,000,000 Suit<br />

HOLLYWOOD—Charging that a scheduled<br />

world premiere of "Champagne Safari,"<br />

a pictorial documentary record of Rita Hayworth's<br />

honeymoon with Aly Khan, was canceled<br />

because of "coercion and threats," a<br />

$4,000,000 damage action was filed Monday<br />

(10) in superior court here by Defense Film<br />

Corp.. which has distribution rights, and<br />

Jackson Leighter Associates, which produced<br />

it. The defendants, Columbia Pictures and<br />

its president, Harry Cohn. are alleged to have<br />

induced Fox West Coast to cancel a planned<br />

April 16 premiere at the Cinema Theatre in<br />

San Francisco,<br />

In the complaint, Herbert Bregstein. president<br />

of Defense, alleges the defendants notified<br />

exhibitors that "reprisals would follow"<br />

if any of them booked "Safari." and because<br />

of this the loss in value to the property<br />

amounts to $2,000,000. Another $2,000,000 is<br />

sought as punitive damages on the grounds<br />

the defendants acted in malice. A codefendant<br />

in the action is the Beckworth<br />

Corp., which produces Hayworth starrers for<br />

Columbia.<br />


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Landau Resigns UW Post<br />

NEW YORK—Cyril S,<br />

Landau has resigned<br />

as secretary of United World, subsidiary of<br />

Universal-International, effective Friday (Ht.<br />

He had been with the company .since 1946.<br />

Pieviou.sly he was trial counsel for RKO and<br />

represented Mayfair Productions. Jules Levey,<br />

Leo Spitz and others.<br />

Cinerama's 13th U.S. Date<br />

NEW YORK — "Tliis Is Cinerama" will open<br />

its 13th U.S. date July 1 when it starts a<br />

two-a-day run at the Melba Theatre. Dallas.<br />

the first date in the southwest, according to<br />

Lester B. Isaac, director of Cinerama exhibition.<br />

This follows by less than two weeks the<br />

opening in Cincinnati June 21 at the Capitol,<br />

36 BOXOFFICE<br />

:<br />

: May<br />

15, 1954

Albany Tent Salutes<br />

Boys Camp Friends<br />

ALBANY—Hope for the continuance ot<br />

"the happy marriage," which the Variety<br />

Club made with the Times-Union in 1941 and<br />

the equally happy union effected with the<br />

Albany County Restaurant and Liquor Dealers<br />

Ass'n in 1949 to aid in financing Camp<br />

Thatcher for underprivileged boys, was expressed<br />

by camp chairman Charles A. Smakwitz<br />

at a Variety Club dinner Monday saluting<br />

officials of the paper and of the Eissociation<br />

Monday.<br />

Honorary memberships in Variety International<br />

were presented to Gene Robb, publisher;<br />

Con J. Heffernan, city editor; Mark<br />

D. Bohen, cuTulation manager; John E.<br />

Prime, president of the restaurant-liquor<br />

group, and to Frank Corenti, former president<br />

and current chairman of the board. Fifty<br />

members and guests applauded the presentations<br />

and brief addresses of acceptance.<br />


Smakwitz disclosed that the County Restaurant<br />

and Liquor Dealers Ass'n planned to<br />

submit to its directors a project for building<br />

the long-needed recreation hall at the camp.<br />

A previous offer to construct the hall, in which<br />

the boys could play on rainy days, did not<br />

materialize, because it was hedged with too<br />

many "strings," Smakwitz explained. He believed<br />

that, with some contribution of materials<br />

by various local firms, the stnicture<br />

can be erected for $15,000. The job will not<br />

be started this year, but should be under way<br />

by 1955.<br />

Smakwitz revealed later that an Albany<br />

bank had promised to loan the necessary<br />

money for the construction to any responsible<br />

organization, which could amortize the costs<br />

over a five-year or longer span.<br />

Robb, in accepting the honorary membership,<br />

stated that he had observed Variety<br />

Clubs elsewhere, particularly in Washington,<br />

and Baltimore, that they always ai-e comprised<br />

of "enterprising, energetic, dedicated,<br />

wonderful people." He expressed hope for a<br />

"broader base" in all community activity,<br />

pledging cooperation of the paper.<br />


Heffernan was praised by Smakwitz for his<br />

unfailing cooperation in publicizing the Variety-Albany<br />

Boys Club camp and the<br />

Denial day drive—that name was taken over<br />

from a depression-days promotion which the<br />

Times-Union had conducted. Smakwitz also<br />

lauded Bohen. In a tieup with his circulation<br />

department the camp fund had received<br />

$1,480 this year, and about $800 last year<br />

The Stanley Warner zone manager reported<br />

that the Variety Club had contributed $125,000<br />

to the expansion and financing of the camp<br />

since its initial gift of $1,500 in 1941, when<br />

the mountain retreat was "about to fold." The<br />

Variety Club has paid all indebtedness incurred<br />

and has "money in the bank this year,"<br />

Smakwitz added.<br />

O'Herlihy Promoting Film<br />

NEW YORK—Dan O'Herlihy,<br />

Who makes<br />

his debut in "The Adventures of Robinson<br />

Crusoe," began a round of radio, television<br />

and press interviews during the week in<br />

behalf of the United Artists film.<br />

Gabriel Scognamillo will be the art director<br />

on Warners' "Strange Lady in Town."<br />

COMPO Ad Points Out<br />

Industry 'Buoyant'<br />

NEW YORK—"Tliere is an indestructible<br />

buoyancy in the motion picture business that<br />

seems to prevail from the top to the taproots,<br />

and it was never more in evidence than today,"<br />

says the 11th in the series of Council<br />

of Motion Picture Organizations advertisements<br />

published in Editor & Publisher.<br />

The ad says "There is a renaissance in the<br />

making and it promises a new look for the<br />

new show season, a very exciting new look."<br />

It is attributed to the new inventions contributed<br />

by production men, specialists, technicians<br />

and experimental laboratories.<br />

"These phenomenal new processes," the ad<br />

says, "give to the movies a technological perfection<br />

that no other existing media can<br />

approach or provide. The horizons of motion<br />

picture entertainment have been immeasurably<br />

widened. The new look is here. Many<br />

fine films have been released or are being<br />

readied in the new miracle media and moviegoers<br />

by the millions are finding new magic<br />

within the portals of their local theatre."<br />

The ad quotes the Mankato (Minn.i Free<br />

Press as saying: "The movie industry has<br />

proven, not alone that there are new frontiers<br />

in this country, but that we still have pioneers<br />

with the guts and initiative to conquer<br />

them."<br />

The 12th advertisement will continue emphasis<br />

on the technical accomplishments of<br />

the industry, showing that "the local theatre<br />

is backed by an immense talent pool." Behind<br />

the typical motion picture are 300 production<br />

specialists and 35 unions and guilds "for every<br />

performer imaged on the film."<br />

Contributing to it are 15 non-actors who<br />

work behind the camera, film laboratories,<br />

property houses, animal compounds, transportation<br />

firms, research agencies, catering<br />

companies and camera and lighting equipment<br />

makers. For the sake of realism, thousands<br />

of miles are traveled for authentic<br />

backgrounds.<br />

"The local movie house," the ad says, "is<br />

the nerve center of a vast and continuing<br />

accomplishment called production. At times<br />

as many as 33,000 persons have worked directly<br />

for the important motion picture studios.<br />

There also have been 154,000 workers<br />

who put in regular hours for t.ie 4,570 commercial<br />

establishments or the 2,500 industrial<br />

firms which directly or indirectly serve the<br />

film makers and the Bijou."<br />

Remand J. J. Antitrust<br />

Suit to District Court<br />

NEW YORK—The antitrust suit brought<br />

by J.J. Theatres and the Luxor Theatre<br />

against 20th Century-Fox, Skouras Theatres<br />

and other major companies has been remanded<br />

by the circuit court of appeals for<br />

re-trial in the U.S. district court.<br />

The plaintiffs had charged that the defendants<br />

had favored other Bronx houses in<br />

product availability over the Luxor and had<br />

asked $3,000,000 in damages. Judge Edward<br />

Weinfeld rendered a decision in favor of the<br />

defendants in February 1953, J. J. and Luxor<br />

appealed the decision and the circuit court<br />

upheld the motion for a new trial.<br />

Suit Asks $50,000 Damages<br />

Over Fireworks Accident<br />

AMHERST, VA.—The $50,000 damage suit<br />

over a Fourth of July fireworks accident at<br />

the Amherst Drive-In has gone to the jury<br />

in county circuit court. Plaintiff in the suit<br />

is F. L. Murphy, Madison Heights merchant,<br />

who is suing the Amherst Amusement<br />

Co., operator of the theatre.<br />

Murphy seeks a judgment against the<br />

company for injuries to a hand suffered in<br />

an accident during the exhibition of fireworks<br />

at the theatre on July 4, 1952.<br />

RECEIVES HEART AWARD—In the presence of 950 film industry executives, civic<br />

leaders and screen celebrities at the Waldorf-Astoria. William J. German was honored<br />

with the New York Variety Club's first annual Heart award in recognition for his work<br />

as president of the club's Foundation to Combat Epilepsy. In the photo, German<br />

(fourth from left) receives the award from Barney Balaban, president of Paramount<br />

Pictures. Looking on are Spyros P. Skouras, president of 20th Century-Fox; Harry<br />

Brandt, head of Brandt Theatres, and Russell Downing, president and managing director<br />

of Radio City Music Hall.<br />


:<br />

: May<br />

15, 1954 37

—<br />

—<br />

—<br />

—<br />

—<br />

Rep),<br />

—<br />

—<br />

— —<br />

'Executive Suite Sets Nonholiday<br />

Mark in First Week at Music Hall<br />

NEW YORK—"Executive Suite" did the<br />

big business appropriately enough, on the<br />

Broadway first run scene and set a new<br />

nonholiday mark at the Radio City Music<br />

Hall for its first four days. Rave newspaper<br />

reviews resulted in long waiting lines every<br />

evening during the week. Two other MGM<br />

pictures, "Prisoner of War" at the Holiday<br />

and "Men of the Fighting Lady" at the<br />

Globe, also had good opening weeks.<br />

The other pictures, all of them holdovers,<br />

were headed by two Paramount films, "Elephant<br />

Walk," in its third good week at the<br />

Astor, and "Knock on Wood," in its fourth<br />

strong week at the Capitol, followed by<br />

"Flame and the Flesh," which held up<br />

strongly in its second week at Loew's State;<br />

"River of No Return," now the only Cinema-<br />

Scope picture on the Main Stem, which had<br />

a good second week at the Roxy, and "Creature<br />

From the Black Lagoon," which held<br />

up well in its second and final week at the<br />

Paramount.<br />

Most of the others were down from previous<br />

weeks, including "Carnival Story,"<br />

which completed four weeks at the Criterion<br />

and was followed Friday (14) by the longawaited<br />

"The F^-ench Line" in 3-D. Also<br />

opening during the week were two Universal<br />

pictures, "Rails Into Laramie" and "Playgirl"<br />

at the Holiday and Mayfair, respectively.<br />

In the art houses, two French pictures,<br />

"Beauties of the Night" in its seventh strong<br />

week at the Fine Arts; and "Ht of Loneliness,"<br />

in its fifth good week at the Normandie;<br />

the British "Genevieve," in its 12th<br />

big week at the Sutton, and "Sensuahta,"<br />

Italian picture in its second big week at<br />

the World, led the field. "This is Cinerama"<br />

is Hearing the completion of a year's run at<br />

the Warner after 35 weeks at the Broadway<br />

further up the street. Evenings are still<br />

sellouts.<br />

{Averoge Is 100)<br />

Asfor Elephant Wolk (Paro), 3rd wk 125<br />

Boronet The Mudlark (20th-Fox), 8th wk. of<br />

Alec Guinness Festival 105<br />

Capitol Knock on Wood (Para), 4th wk 130<br />

Cinemo Verdi Torontello Napoletana (IFE),<br />

4th wk 95<br />

Criterion Carnival Story (RKO), 4th wk 110<br />

Fifth Ave Diary of a Country Priest (Brandon)<br />

5th wk 90<br />

Fine Arts— Beouties of the Night (UA), 7th wk.. .130<br />

Globe Men of the Fighting Lady (MGM) 120<br />

Guild—Out of This World (Kupferman), 4th wk 110<br />

Holiday—Witness to Murder (UA), 4th wk IOC<br />

Little Carnegie La Ronde (Hakim), 8th wk 115<br />

Loews State Flome and the Flesh (MGM), 2nd<br />

wk 120<br />

Moyfoir Jubilee Trail 2nd wk 95<br />

Normandie Pit of<br />

I<br />

Loneliness (Davis), 5th wk...1IO<br />

Palace Laughing Anne (Rep), plus voudeville . . 1 05<br />

Paromount Creature From the Black Lagoon<br />

(U-l), 2nd wk 120<br />

Paris The Moment of Truth (Arlan), 2nd wk. ..105<br />

Plaza Julius Coesar (MGM), moveover, 28th<br />

wk 90<br />

Radio City Music Noll Executive Suite (MGM).<br />

plus stage show 200<br />


WITITA<br />

always/ about it<br />

GOOD!<br />

ALWAYS<br />

ON TIME.'<br />



1327 S. WakHt Cklc*(*. HI. HO NhiHi An. - Niw Ytik, N. T.<br />

Roxy River of No Return (20th-Fox C-S), 2nd<br />

wk 120<br />

Sutton Genevieve (U-l), 12th wk 125<br />

Trans-Lux 60th— Lili (MGM), 61st wk 110<br />

Trans-Lux 60th The Pickwick Papers (Moyer-<br />

Kingsley), 6th wk 115<br />

Victoria Prisoner of War (MGM) 120<br />

Warner This Is Cineromo (Cineramo), moveover,<br />

47th wk. of two-a-day 1 30<br />

World Sensuolita (IFE), 2nd wk 125<br />

'Suite' and 'River of No Return'<br />

Lead Buffalo Grosses<br />

BUFFALO — "River of No Return," in Cinemascope,<br />

Technicolor and stereophonic<br />

sound at the Center, and "Executive Suite"<br />

at Shea's Buffalo ran neck and neck this<br />

week in tacking up some very satisfactory<br />

grosses. "Carnival Story" at the Century also<br />

was strong, especially over the weekend,<br />

when some good weather set in and kept<br />

Mothers day celebrants in town. "The French<br />

Line" weakened at the Lafayette and ended<br />

its local run with a second week.<br />

Buffalo Executive Suite (MGM) - 1 65<br />

Center River of No Return (20th-Fox) 160<br />

Century Cornivol Story (RKO) 150<br />

Cinema—O.K. Nero (IFE) 105<br />

Lafayette The French Line (RKO) 95<br />

Poramount Riding Shotgun (WB); Golden Mask<br />

(UA) 115<br />

Teck Beachhead (MGM), 2nd wk 90<br />

'Executive' Wins Holdover<br />

At Pittsburgh Penn<br />

PITTSBURGH—"Executive Suite" turned<br />

the trick at Loew's Penn and won a holdover.<br />

The Penn's former moveover house,<br />

the Ritz, closed and is being remodeled into<br />

a store. Fifth avenue, which used to have<br />

a half dozen theatres, now has orly the<br />

Warner, where "Cinerama" is in its sixth<br />

month, and the independent State, directly<br />

across the street from the Warner, which<br />

plays a last run policy.<br />

of Diablo (U-l); Fireman, Save<br />

Fulton<br />

My<br />

Ride<br />

Child<br />

Clear<br />

(U-l) 50<br />

Harris The Siege ot Red River (20th-Fox) . . . . 60<br />

Penn Executive Suite MGM) 150<br />

Stanley Cosanova's Big Night (Para) 50<br />

Warner This Is Cineramo (Cinerama), 21st wk..130<br />

175% for 'Executive Suite'<br />

Leads Baltimore Grosses<br />

BALTIMORE — "Executive Suite" and<br />

"River of No Return" opened strong and<br />

gave a substantial boost to boxoffices. Weekend<br />

crowds maintained a better than average<br />

pace and resulted In generally good gross<br />

reports for the week.<br />

Century Executive Suite (MGM) 1 75<br />

Hippodrom.e Dangerous Mission (RKO) 100<br />

Keiths Queen of Sheba (LP) 85<br />

Little Julius Caesar (MGM) 125<br />

Moyfair War Paint (UA) 90<br />

New River ot No Return (20th-Fox) 140<br />

Playhouse—Genevieve (U-l) 110<br />

Stan ey Elephant Walk (Paro) 100<br />

Town Prince Valiant (20th-Fox) 4th wk 75<br />

Acquire Ben Hecht's Story<br />

Screen rights to Ben Hecht's short story,<br />

"Miracle in the Rain," have been acquired by<br />

Frank P. Rosenberg Productions.<br />


for Drivc-ln Theatres<br />

12 Sfandord Sizes<br />


nsO Ghent Hills Rd. MOntroso 6-2886<br />

Akron 13, Ohio<br />

LOEWS VETERAN—Mrs. Bessie Dove,<br />

one of Loew's oldest employes in point<br />

of service and most recently manager<br />

of Loew's Avenue B. Theatre, shakes<br />

hands with Joseph R. Vogel, vice-president<br />

and general manager, on her retirement<br />

May 7 after 43 years with the<br />

company. Mrs. Dove began at Loew's<br />

American Theatre and Music Hall as a<br />

cashier. In 1929, she was named manager<br />

of Loew's Embassy on Broadway and<br />

subsequently managed the Ziegfeld, Criterion,<br />

42nd St.. VVoodslde and 86th St.<br />

Theatres.<br />

Reade Books Fight on TV<br />

For Asbury Park House<br />

NEW YORK—The St. James, Walter Reade<br />

Theatre at Asbury Park, will be the nearest<br />

theatre to New York to carry the closedcircuit<br />

telecast of the Marciano-Charles<br />

heavyweight fight June 17. The telecast, arranged<br />

by Theatre Network Television, will<br />

be barred from theatres within a 50-mile<br />

radius of this city.<br />

The St, James has presented every major<br />

fight available through closed-circuit telecasts.<br />

It has a Trad large screen TV projector.<br />

It will close after the matinee show<br />

and reopen in early evening with a film program.<br />

The fight will start at 10:30 p.m.<br />

Tickets are priced at $3.30 for orchestra and<br />

balcony and $4.40 for boxes and loges, federal<br />

taxes included.<br />

Reade also hopes to present the fight at<br />

two of his drive-ins, one in New Jersey and<br />

the other in New York, but there is some<br />

doubt about the availability of telephone<br />

company service.<br />

'This Is Your Army' Shown<br />

For Industry Leaders<br />

WASHINGTON—Over 40 distributor and<br />

exhibitor executives on Thursday (13) were<br />

guests of Army Chief of Staff Matthew<br />

Ridgway and viewed the army-produced<br />

75-minute film, "This Is Your Ai'my " After<br />

the screening, General Ridgway in a discussion<br />

period asked the industry leaders<br />

for suggestions about how the army could<br />

secure theatre exhibition of the film.<br />

Ajnong those attending were Abram F.<br />

Myers. Allied board chairman and general<br />

counsel; Robert Vogel. head of Loew's Theatres;<br />

Elmer Rhoden, Kan.sas City; Harry<br />

Arthur of St. Louis; Ed Reek, of Fox Movietone<br />

News and producer of "This Is Your<br />

Army"; Prank Ricketson, Denver, Spyros<br />

Skouras jr., and many sales executives from<br />

distribution companies.<br />

Edward J. Kay has been set as music director<br />

on Allied Artists' "Wanted by the F.B.I."<br />

38 BOXOFFICE May 15, 1954

. . Rock<br />

. . Spencer<br />

. . William<br />


. . B. G. Kranze,<br />

TXTalter Branson, RKO general manager of<br />

all foreign operations, flew to Havana<br />

for conferences with Michael Havas, RKO<br />

Latin American supervisor, and Francisco<br />

Rossi, manager for Cuba .<br />

general sales manager of United Artists, represented<br />

the company at the motion picture<br />

industry conference at the Pentagon building<br />

in Washington held under the auspices<br />

of the army Thursday (13).<br />

Ed R. Svigals, Buena Vista sales representative,<br />

left for Atlanta to set up deals for<br />

Walt Disney's "The Living Desert" with<br />

southeast theatre circuits . . . Jesse Chinich,<br />

sales assistant to Irving Ludwig, domestic<br />

sales manager for Buena Vista, left for New<br />

Orleans to set up "Living Desert" deals . . .<br />

Jack Goetz, of Republic-Consolidated left<br />

for a four-week visit to the company's<br />

Hollywood studios . . David A. Lipton, Uni-<br />

.<br />

versal vice-president, is in New York for<br />

home office conferences and promotional<br />

meetings.<br />

Wolfe Cohen, president of Warner International,<br />

flew in from the coast following<br />


and Television Engineers at its semiannual convention honored members with<br />

30 or more years of service. Here are (left to right) : John G. Frayne, SMPTE executive<br />

vice-president, and award recipients John A. Norling, president, Loucks & Notling;<br />

John I. Crabtree, Eastman Kodak Co., and C. A. Dentelbecli, Famous Players Canadian<br />

Corp.<br />

a ten-week global tour of foreign offices . . .<br />

Leon Roth, west coast publicity coordinator<br />

for United Artists, was in for home office<br />

meetings with Francis M. Winikus,<br />

national<br />

director of advertising, publicity and exploitation<br />

. . . Mike Simons, MGM e.xhibitor<br />

relations head, attended the Allied convention<br />

in Minneapolis . . . George D. Burrows,<br />

Allied Artists executive vice-president and<br />

treasurer, returned to the coast after a tenday<br />

stay in New York.<br />

Jules Lapidus, Warner Bros, eastern and<br />

Canadian division sales head, went to Washington<br />

. . . H. M. Bessey, executive vicepresident<br />

of Altec Service Corp., was on a<br />

tour of offices in Cincinnati, Louisville, Nashville<br />

and Atlanta ... F. J. A. McCarthy,<br />

Universal southern and Canadian sales manager,<br />

left for Atlanta. Irving Sochin, short<br />

subjects sales manager, left for Chicago and<br />

other midwest cities . . . Joe Longo, RKO<br />

field man in Boston, left for Los Angeles to<br />

work with Don Prince, Pacific coast field man,<br />

on the campaign for Disney's "Pinocchio."<br />

Benjamin Thau, MGM studio executive,<br />

sailed for Europe on the Liberte May 14 to<br />

scout locations for "Quentin Durward" to be<br />

made abroad . . Edith Head, Paramount<br />

fashion designer,<br />

.<br />

planed to Paris May 12 to<br />

create costumes for Alfred Hitchcock's<br />

"Catch a Thief," which will be filmed in<br />

Cannes. John Jayes, Robert Burks, Patrick<br />

Cummins and John Dumoulin, Paramount<br />

studio crew on the picture, flew to Paris<br />

David E. Rose, producer; Edward<br />

May 11 . . .<br />

Dmytryk, director, and Arthur Kennedy,<br />

actor, planed to England May 9 via BOAC<br />

Monarch . Hudson, Universal star,<br />

flew to Dublin, Ireland, to make "Captain<br />

Lightfoot" . Tracy, MGM star,<br />

sailed May 9 on the Mauretania for England<br />

to begin work- on "Highland Fling" . . .<br />

Marta Toren, former Hollywood star now a<br />

Rome resident, flew in for ten days of rerecording<br />

her role for the England sound<br />

track of "I*uccini."<br />

Charles Laughton and Paul Gregory flew<br />

in from Hollyw'ood May 10 for conferences<br />

with James Agee and Davis Grubb on the<br />

film version of "The Night of the Hunter"<br />

for United Artists release . . . Laraine Day.<br />

starred in Warner Bros. "The High and<br />

Mighty," has arrived in New York to be with<br />

her husband, Leo Durocher, for the current<br />

baseball season . . . Lana Turner, MGM star,<br />

returned to the coast after a week in New<br />

York . Holden, Paramount star,<br />

and his wife, Brenda Marshall, flew back to<br />

Hollywood May 12 . . . Betsy Palmer, TV<br />

star, who is making her film debut in Columbia's<br />

"The Long, Grey Line," was married to<br />

Dr. Vincent Merendino in New York, before<br />

returning to the coast after eastern location<br />

scenes at West Point with Tyrone Power and<br />

Maureen O'Hara, the stars.<br />

. . Bernard Jacon, IFE Releasing<br />

. . .<br />

Arthur Silverstone, assistant general sales<br />

manager of 20th Century-Fox, has been released<br />

from Mt. Sinai hospital after an<br />

emergency operation and is convalescing at<br />

his home .<br />

Corp. vice-president in charge of sales and<br />

distribution, checked into the Flower hospital<br />

Leo Pillot,<br />

May 12 for minor surgery . . .<br />

20th-Fox special events director, got back<br />

May 11 from Indianapolis where he set plans<br />

for the saturation opening of "The Rocket<br />

Man" Beverly Garland, featured in<br />

Columbia's "The Miami Story," signed autographs<br />

in the Paramount lobby in the morning<br />

and evening of opening day Friday (14).<br />

Mervin Houser to Coast<br />

To Take New RKO Post<br />

NEW YORK—^Mervin Houser, eastern director<br />

of advertising, publicity and exploitation<br />

for RKO for the past year and a half,<br />

left over the weekend for Hollywood to become<br />

executive assistant to Perry Lieber, national<br />

director of advertising, publicity and<br />

exploitation.<br />

In the new setup in the New York office<br />

Ben Grimm will act as liaison between the<br />

east and west as well as advertising manager.<br />

Dave Cantor will head the exploitation department<br />

and Al Stem the publicity department.<br />

Samuel Feldman Is Named<br />

Ascap Sales Assistant<br />

NEW YORK—Samuel E. Feldman, a veteran<br />

of the American Society of Composers.<br />

Authors and Publishers, who started as field<br />

representative in the Ascap Baltimore office<br />

18 years ago, has been named assistant sales<br />

manager, according to Jules M. Collins, Ascap<br />

sales head.<br />

Feldman's new duties will be primarily in<br />

connection with radio and television. For the<br />

past five years, Feldman has been Ascap<br />

eastern division manager and, previous to<br />

that, he has successively been manager of the<br />

Baltimore, Cincinnati and Cleveland offices.<br />

Stanley Adams, Ascap president, was master<br />

of ceremonies at the annual Ascap Musical<br />

Matinee held by the National Press Club<br />

in Washington May 13.<br />

Max Youngstein to Europe<br />

On Production Activity<br />

NEW YORK—Max E. Youngstein, United<br />

Artists vice-president, left for Europe Saturday<br />

(15) to establish a base in Rome, where<br />

he will spend several months concentrating<br />

on promotion activities for the company's<br />

forthcoming product.<br />

Joseph L. Mankiewicz is completing production<br />

of "The Barefoot Contessa" in Rome<br />

and Youngstein will be in contact with this<br />

and other productions being made abroad for<br />

UA release. He also will visit other European<br />

capitals and attend the first meeting of the<br />

UA European publicity men in Paris about<br />

June 15. The UA men in Europe now include:<br />

Richard Condon and Charles Moss, both of<br />

the I>aris office, and Youngstein plans to add<br />

additional manpower.<br />

Picker Reaches Stockholm<br />

ST(3CKHOLM—Arnold M. Picker, United<br />

Artists vice-president in charge of foreign<br />

distribution, arrived here Thursday (13) to<br />

discuss releasing plans with UA personnel<br />

and exhibitors. He is winding up a tour of<br />

key European cities and will return to the<br />

U.S. May 28.<br />


: May<br />

15, 1954 39

filed<br />

Honor Norman Rydge<br />

At MPAA Luncheon<br />

NEW YORK—"In Australia, movies provide<br />

relaxation and entertainment to half of<br />

the nation's population week in and week<br />

out," according to Norman B. Rydge, Australian<br />

industrialist and film executive, who<br />

was guest of honor at a luncheon at the<br />

Harvard club given by Eric Johnston, pre.sident<br />

of the Motion Picture Ass'n of America.<br />

"No other industry in the world gives so<br />

much to so many people at such a small<br />

cost," Rydge said.<br />

Commenting on relations between Australia<br />

and the United States, Rydge told the<br />

group of over 40 film executives that the<br />

country has always treasured its friendship<br />

with America.<br />


Johnston also praised the "firm and fine"<br />

friendship between the two countries and<br />

noted that Australia and the United States<br />

were alike in their "devotion to freedom of<br />

the mind and spirit."<br />

Rydge was introduced to the group by<br />

Spyros P. Skouras, president of 20th Century-<br />

Fox, who praised Rydge as "one of the ablest<br />

and best ambassadors of goodwill among the<br />

English-speaking nations of the world."<br />

Rydge told the group that he was visiting<br />

the U.S. primarily to study the new techniques<br />

and advances in the motion picture<br />

art, which add up to a "very good and<br />

healthy confusion." As managing director of<br />

the Greater Union Theatres of Australia, a<br />

chain of 135 houses, Rydge expressed the<br />

opinion that the "producers generally do a<br />

better job of making films than exhibitors<br />

do in selling them."<br />

He said that emphasis in the management<br />

of his theatres was placed on three things;<br />

111 selling the picture to the community; (2)<br />

vesting the broadest possible responsibilities<br />

in the theatre manager, and (3) cultivating<br />

the spirit of incentive and competition by<br />

setting as a continuing goal the successive<br />

eclipse of previous theatre records.<br />


Rydge arrived from London Sunday (9)<br />

on<br />

his way back to Sydney via the Pacific route.<br />

He will be in this country about three weeks.<br />

He left Australia March 22 and spent<br />

about 14 days in Italy before going to London.<br />

This is his first trip here in five years.<br />

General business conditions, including theatres,<br />

are excellent in Australia, he said. The<br />

admission tax, which ran from 30 tx> 40 per<br />

cent, has been abolished. Experiments were<br />

made in some spots on passing the saving<br />

along to patrons, but they met an unexpected<br />

reception. Patrons thought there was something<br />

wrong with the pictures, so prices were<br />

restored. The .scales run from 17 cents to<br />

85 cents.<br />

In addition to Johnston and Skouras, tho.se<br />

who attended the luncheon were;<br />

Capt. Horold Auten, Norton E. Ritchey, Edward<br />

Morey and Wiiliom Sctori of Allied Artists; Joseph<br />

McConville, LeRoy Brauer, Locy Kostner and Bernard<br />

Zccmon of Columbio; Som Burger and Morton Spring<br />

of Locw's; George Wcltner, J, Williom Piper and Al<br />

Deone of Poramount; Richard Altschuler, Douglas<br />

Yates ond Theodore Black of Republic; William<br />

Clork, Walter Branson and R. K. Howkinson of<br />

RKO; Murray Silverstone, Emanuel Silverstone and<br />

Edwin Froser of 20th Century-Fox; Arthur B. Krim,<br />

Robert Benjamin and Louis Lober of United Artists;<br />

John J. O'Connor, Americo Aboof and Felix Sommer<br />

of Universal; Wolfe Cohen ond John Glynn of Warner<br />

Bros.; Walton Amcnt of Warner Pathc News; Joseph<br />

I. Brcen, Ralph Hotzel, Fred DuVall, Sidney Schreiber,<br />

George Vietheer, Manning Clagett ond Alfred Corwin<br />

of the MPAA.<br />


Shreve (standing), national director of<br />

tlie U.S. Savings Bonds Division, presents<br />

citations to tlie film industry's five<br />

newsreel organizations for their "outstanding<br />

support" of the savings bonds<br />

program at a Harvard Club luncheon in<br />

New York. Taylor Mills (seated) of the<br />

Motion Picture Ass'n of America, and<br />

newsreel editors and short subjects managers,<br />

were the recipients of the citation.<br />

Section Drive Executives<br />

Of UJA Named by Schimel<br />

NEW YORK—Industryites directing drives<br />

in subsections of the motion picture and<br />

amusement division of the United Jewish<br />

Appeal of Greater New York have been identified<br />

by Adolph Schimel, chairman, and<br />

vice-president, secretary and general counsel<br />

of Univer.sal Pictures, as follows;<br />

Laboratories, William J. German; foreign<br />

producers and distributors, Jacques Grinieff<br />

and Harold J. Klein; record section, Leonard<br />

W. Schneider; talent committee, Nat Lefkowitz<br />

and Robert Weitman; exchange committee,<br />

Abe Dickstem and Leonard Gruenberg;<br />

publicity, Maurice A. Bergman and<br />

Max E. Youngstein; music publishers, Julius<br />

Collins and Abe Olman: publications. Jack<br />

Alicoate, Charles Alicoate, Chester B. Bahn,<br />

Sherwin Kane, Martin Quigley sr., Martin<br />

Quigley jr. and Sumner Smith.<br />

Schimel said all committee effort will be<br />

directed toward insuring the .success of the<br />

annual industrywide UJA luncheon Thursday<br />

(20) at the Hotel Pierre, at which Spyros<br />

P. Skouras, president of 20th Century-Fox,<br />

will be honored for his services to the industry<br />

and humanity. Reuven Dafni, Israel<br />

consul in New York and director of the Israel<br />

office of information, will be the main<br />

speaker. The motion picture amusement division<br />

has set a campaign goal of $750,000.<br />

Residents Seek Injunction<br />

HUNTINGTON, W. VA.—A suit seeking<br />

an injunction to close the Burlington Drive-<br />

In if something isn't done about an alleged<br />

dust nuisance has been filed at Ironton by<br />

29 Burlington, Ohio, residents. They charge<br />

that dust from a dirt road at the entrance<br />

to the theatre is "endangering health" and<br />

"damaging property" in the village. The<br />

suit names Clyde McCoy as theatre operator.<br />

Decca Registers Stock<br />

For Universal Trade<br />

WASHINGTON—Decca Records Monday<br />

(10 1 a statement with the Securities<br />

and Exchange Commission seeking registration<br />

of shares of its 50 cents per capital<br />

stock, to be offered in exchange for shares<br />

of the common stock of Universal Pictures<br />

Co.<br />

The exchange ratio was not submitted<br />

with the original prospectus, but will be<br />

supplied later. According to the prospectus.<br />

Decca Records owned 672,996 shares (66.2<br />

per cent) of the Universal stock as of May<br />

1, leaving 344,338 shares in the hands of<br />

approximately 1,783 other stockholders.<br />

In addition, there were warrants outstanding<br />

for the purchase of 79,873 shares of<br />

Universal common at $10 per share, held by<br />

others than Decca. Any Universal stock acquired<br />

upon exercise of these warrants may<br />

be tendered for exchange under the proposed<br />

Decca offer.<br />

Decca explained to the SEC that it is acquiring<br />

the Universal stock for investment<br />

and not with a view to distribution. It has<br />

retained Georgeson & Co., New York, to<br />

solicit tenders of Universal stock pursuant<br />

to the exchange offer.<br />

Atlas Increase Holdings<br />

Of RKO Pictures Stock<br />

NEW YORK—Ownership by Atlas Corp.<br />

(the holding company) of 675,000 shares of<br />

RKO Pictures common stock March 31 was<br />

disclosed Thursday (13) in a report to the<br />

Securities and Exchange Commission, which<br />

requires such reports from any one holding<br />

more than ten per cent of the stock of a<br />

company. Since then Atlas has acquired<br />

"substantially more" of the stock. At the<br />

end of 1953 it owned only 76,000 shares.<br />

An Atlas spokesman said the stock acquisition<br />

"is in the nature of a good investment,<br />

as we can always get $6 a share for<br />

the stock. It doesn't mean any contest for<br />

control."<br />

It has been well known for a long time<br />

that Floyd Odium, head of Atlas, and Howard<br />

Hughes, owner of RKO, are good friends<br />

and that any fight between them is highly<br />

unlikely.<br />

Herman Kass Named Head<br />

Of Universal Field Men<br />

NEW YORK—Herman Kass, who has been<br />

supervising the field exploitation men for<br />

Universal since March 1953, has been named<br />

eastern exploitation manager, a new post, by<br />

David A. Lipton, vice-president. He joins<br />

the eastern promotion cabinet made up of<br />

Charles Simonelli. eastern advertising and<br />

publicity department manager; Philip Gerard,<br />

eastern publicity manager; Jeff Livingston,<br />

eastern advertising manager, and Henry A.<br />

Linet, sales promotion manager.<br />

Poe Handling German Film<br />

NEW YORK—Cellini Films will distribute<br />

"Sunderin," a German film starring Hildegarde<br />

Neff and Gustav Froehlich, in the U.S.,<br />

according to Seymour Poe, president. The<br />

picture opened at the Bridge Theatre. San<br />

Francisco, May 6.<br />

40 BOXOFFICE<br />

:<br />

; May<br />

15, 1954

—<br />

Promotion Meet Held<br />

For 'Julius Caesar'<br />

NEW YORK—Ai-thur Canton, eastern divisional<br />

press representative for MGM, explained<br />

various phases of promotion in connection<br />

with "Julius Caesar" to more than<br />

50 independent and circuit theatre managers<br />

in the New York area at the home office<br />

May 10. The picture completed a 11 >:: -month<br />

first run at the Plaza Theatre Sunday (16 1.<br />

"Caesar" will open at Loew's Metropolitan.<br />

Brooklyn. May 21 and in Newark and Jersey<br />

City the same date. It will open in 50 neighborhood<br />

houses of the Loew's. Century, Randforce.<br />

Interboro, Skouras, Prudential and other<br />

circuits June 2, before the summer closing of<br />

schools.<br />

MGM is offering a $100 bond for the best<br />

all-around advertising, exploitation and publicity<br />

campaign on the picture, these to be<br />

Judged by showmanship editors of three<br />

weekly trade papers. Loew's will not be<br />

eligible in the contest.<br />

Those attending the meeting included;<br />

from Century Circuit—Frank Fontana, Community<br />

Theatre: Allen Grant, Patio; Ed<br />

Bernhardt. Bliss: L. Ai-onson, Kingsway;<br />

Harry E. McGann. Plaza; Bernie Siden. Prospect;<br />

Edward Freiberger, Fantasy: L. W. Mc-<br />

Eachern and Charles Call. Meadows: Ben<br />

Lauritz. Mayfaii-; Tom Mailer. Broadway, and<br />

Michael Fitzula, Carlton. Prom Randforce<br />

Edwin Gold, publicity and advertising director:<br />

Irving Berman and Mui'ray Alper, and<br />

Julian Katz, Meserole Theatre. From Skouras<br />

—Jerry Savoie. Victoria; Leo Woods, Bronxville;<br />

Louis Klinger, Great Neck; Max Cooper,<br />

Cfive; Robert Osborne, Bronx: Marge Keinath,<br />

Jackson Heights, and Nat Harris. Pi-udential.<br />

Also on hand were; Paul Baise. Reade Theatres:<br />

J. Pisapia and Sam Horowitz, Interboro<br />

Circuit; Elias Schlanger, Fabian's St. George,<br />

Staten Island: M. Rochelle and J. Crawford,<br />

RKO Theatres; Irving Schmentz. Forest Hills:<br />

Jules Pincus, Rainbow, Brooklyn: A. W.<br />

Johnson. Beacon. Port Washington; Mrs.<br />

Corneille. Engelwood Theatre; John Endres.<br />

Calderone. Hempstead, and Peter Manzione,<br />

Brook. Flatbush.<br />

Rita Hayworth Suit Seeks<br />

Accounting From Columbia<br />

NEW YORK—Rita Hayworth filed suit in<br />

federal court May 12 against Columbia Pictures<br />

seeking a financial accounting on the<br />

distribution of four features made by Beckworth<br />

Corp., of which she holds 450 shares<br />

of common stock.<br />

Miss Hayworth said that the ' Beckworth<br />

was formed in 1947 to produce pictures for<br />

Columbia and since that time she has appeared<br />

in "Loves of Carmen." released in<br />

1948; "Affair- in Ti'inidad, released in 1952;<br />

"Salome." released in 1953, and "Miss Sadie<br />

Thompson," in current release. The suit alleges<br />

failure by Columbia to make a detailed<br />

accounting of the costs and proceeds from<br />

the domestic and foreign distribution. More<br />

than $13,000,000 in production and distribution<br />

expenses have been charged against<br />

Beckworth and charges are continuing, Miss<br />

Hayworth claims. She also asks termination<br />

of the distribution agreement.<br />

Films produced under an agreement between<br />

France and Italy enjoy all the privileges<br />

which both countries grant to their own exclusively<br />

national productions.<br />

Atlantic City Theatre<br />

Becomes Bingo Parlor<br />

Atlantic City—Local amusement men<br />

are waiting to see what effects if any the<br />

new bingo legislation will have on motion<br />

picture business. While many feel it is<br />

too young in the game to predict any<br />

trends some point to the fact that a number<br />

of applications are being submitted<br />

for permits. In Atlantic City these two<br />

developments have talien place:<br />

The Lyric Theatre has been discontinued<br />

as a motion picture house and is<br />

now featuring "Playo," which is an offshoot<br />

of bingo. A license has been granted<br />

for the same. While the Lyric has<br />

been darli during the winter, it for years<br />

has been used in the spring and summer.<br />

It was sold recently to people representing<br />

a game operation.<br />

The Stanley Theatre on the Boardwalk,<br />

one of the finest picture houses,<br />

is being advertised as "available for<br />

bingo games" (for those having the necessary<br />

permits). Meanwhile it is dark.<br />

Russell Moss Is Candidate<br />

For lATSE Veepee<br />

NEW YORK—Russell M. Moss, executive<br />

vice-president of Home Office Employes<br />

Union, Local H-63, lATSE, has agreed to become<br />

a candidate for the office of ninth vicepresident<br />

of the lATSE at its coming convention<br />

in Cincinnati in August. This office,<br />

which has been held for a number of years<br />

by Louise Wright of Dallas, represents the<br />

special department locals on the general<br />

executive board of the International.<br />

Moss made this decision at the urgings of<br />

the officers, executive board and other members<br />

of Local H-63, as well as other special<br />

department locals in the east, he said. Moss<br />

has been business manager for H-63 for 11<br />

years in its growth from 300 to 3.000 members.<br />

Circulars announcing Moss' candidacy<br />

have been sent out and the various<br />

eastern locals have agreed to contribute to<br />

the financing of the campaign.<br />

Local H-63 has been giving serious consideration<br />

to an application for an "A" charter<br />

and has had discussions with Richard F.<br />

Walsh, international president, on this situation.<br />

This move would jump the local's delegates<br />

at the convention from two, a-s at present,<br />

to 30, if the "A" charter is granted.<br />

Local H-63 now represents home office employes<br />

at Warner Bros., Loew's, 20th Century-<br />

Fox, RKO, Universal, United Artists, Republic,<br />

RKO Theatres, Stanley Warner and various<br />

laboratories, newsreels and music publishing<br />

companies. Paramount is the only<br />

company with which a new wage contract is<br />

still unsigned. Moss said.<br />

'Gone With Wind' Stars<br />

To Appear at Opening<br />

NEW YORK—When "Gone With the Wind"<br />

has its 15th anniversary opening Thursday<br />

i20> at the Grand Theatre, Atlanta, Ann<br />

Rutherford and Cammie King, two members<br />

of the original cast, will make personal appearances.<br />

George Murphy, Hollywood goodwill<br />

ambassador and under contract to MGM,<br />

also will appear.<br />

Emery Austin, MGM exploitation head, will<br />

arrive there two days before the opening,<br />

which is gett.'ng heavy promotion.<br />

Loew's May Ask New<br />

Divestiture Date<br />

NEW YORK—Loew's is doubtful that it will<br />

be able to divest itself of ten theatres ordered<br />

for divestiture by the antitrust consent decree<br />

by August 31, the date for complete divorcement<br />

of its picture and theatre interests, and<br />

probably will seek a second postponement<br />

from the government. The first date was<br />

Feb. 6, 1954,<br />

The decree called for divestiture of 14<br />

theatres. Four of them have b.3en sold. If<br />

a new postponement is requested, it may relate<br />

only to theatre divestiture, the company<br />

otherwise splitting up. Preparations toward<br />

that end are already under way, with new<br />

space allocations being made.<br />

The theatre company will take over the top<br />

five floors of the Loew's State building, assume<br />

ownership of the building and rent thfe<br />

remaining space to the picture company.<br />

Joseph Unger Services;<br />

Veteran Film Executive<br />

NEW YORK—Funeral services for Joseph J.<br />

Unger, partner in Rogers and Unger Associates,<br />

were held at the Riverside memorial<br />

chapel Friday (14i. Unger died from a cerebral<br />

hemorrhage in his New York apartment,<br />

where he was found May 11.<br />

Rogers entered the motion picture field as<br />

a booker for General Film Co. in 1920. In<br />

1921. he joined First National Pictures as<br />

branch manager and transferred to Paramount<br />

in 1924 in a similar capacity. In 1928,<br />

he was named Paramount district manager,<br />

then eastern division sales manager in 1932<br />

and eastern and Canadian sales manager in<br />

1939. He later became western sales manager<br />

for United Artists before being named general<br />

sales manager in 1946. He resigned in<br />

1948 to form his association with Rogers.<br />

tTnger is survived by three brothers and<br />

three sisters.<br />

Harry W. Reiners<br />

NEW YORK—Funeral services for Harry<br />

W. Reiners, 61, well-known industry publicist,<br />

who died Wednesday (13) at Miami of a<br />

brain tumor, will be held here Monday (17)<br />

at the Riverside chapel. He leaves his wife.<br />

Reiner had managed his own publicity and<br />

promotion business at Miami. His last connection<br />

with the film industry was promoting<br />

the opening of "The Miami Story" there last<br />

month for Columbia. He had previously been<br />

a publicist with Loew's and RKO Pictures<br />

and RKO Theatres. He had also served with<br />

touring units of stage shows.<br />

Max Levin<br />

NEW YORK—Funeral services were held<br />

May 8 for Max Levin, 50, former office manager<br />

of Confidential Reports, who died two<br />

days previously. Interment was in Riverside<br />

cemetery. He leaves his wife, four<br />

brothers. Jack, Nathan, Abraham and Joseph,<br />

and a sister, Jean.<br />

Mark Twain Film Preview<br />

NEW YORK—Mark Twain society members<br />

attended a special preview Friday (14)<br />

of "Man with a Million," romantic comedy<br />

based on the author's "The Million Pound<br />

Bank Note." The film will open soon at the<br />

Sutton Theatre.<br />


: May<br />

15, 1954 41

. . Walter<br />

.<br />

.<br />

. . Cinemascope<br />

. . Mrs.<br />

I<br />

ALBANY<br />

. . .<br />

.<br />

. . .<br />

Teuton Levins took over as office manager<br />

and head booker at Columbia. He moved<br />

from Warners to replace Saul Shiffrin, who<br />

resigned Norman Jackter. Columbia<br />

manager, was scheduled to fly to Boston for<br />

a district meeting Reade jr. is<br />

now featuring a motorized carousel among<br />

the free attractions for children at the 9-W<br />

The Star-Lite Drivein,<br />

Drive-In, Kingston . . .<br />

Watertown, offers free rides weekends<br />

Harry Lamont's Vail-Mills Drive-In admitted<br />

free all persons bringing a copy of<br />

its newspaper advertisement.<br />

Weekend rains bolstered grosses at local<br />

indoor theatres, but drained them at driveins<br />

.. . The Madison, Stanley Warner second<br />

run, is installing Cinemascope for a<br />

May 20 opening of "The Robe." Cy O'Toole,<br />

chief .sound engineer for the circuit in New<br />

England and New York, and Lou Green his<br />

assistant, are handling the installation. The<br />

1,450-seat Madison is managed by Oscar J.<br />

John Gottuso, assistant at the<br />

Perrin . . .<br />

Palace, received a cut lip when a young man,<br />

angered because Johnny requested him not<br />

to open an exit door and let afternoon light<br />

into the auditorium, unleashed a swinging<br />

blow.<br />

The Rustic Theatre, West Sand Lake, is<br />

advertising, "We give S&H green stamps" .<br />

John and Peter Marotta, as a Mothers Day<br />

. . . Fred<br />

tribute offered free gardenias to the first<br />

300 women entering the Carman Drive-In,<br />

Johnny Gardner offered<br />

Guilderland . . .<br />

free popcorn to the kiddies Friday in the<br />

Turnpike Drive-In, Westmere<br />

Meier's Colony, Schenectady, opened Sunday<br />

with "The Secret Conclave," film depicting<br />

the life story of Pope Pius X, who is to be<br />

canonized this month.<br />

The Strand used a new 3-D viewer, distributed<br />

to patrons in cellophane envelopes,<br />

for "Creature Prom the Black Lagoon." A<br />

clip-on style was available for those who<br />

wear regular glasses. The broader surface<br />

and the sanitary handling won customer<br />

commendation, but lobby squawks still were<br />

heard from people disliking either the viewers<br />

or 3-D pictures themselves.<br />

. . .<br />

Richard Harper, MGM sales executive conferred<br />

here Monday with Jack Mundstuk,<br />

Buffalo manager. They and Jack Goldberg.<br />

Albany manager, dined at the Variety Club<br />

the same evening Harry Lamont reported<br />

good results with tests of Gloversville<br />

newspaper copy, four nights a week,<br />

accepted in lieu of admission from persons<br />

bringing the clipping to the Vail Mills Drive-<br />

In. Satisfactory returns were also registered<br />

on an experiment with broadcasts over a<br />

Gloversville station, the mention of a particular<br />

program conductor being the password<br />

for a free admittance. A competing<br />

Amsterdam radio outlet also figured. Cliff<br />

Swick manages the Vail Mills.<br />

Jim Blackburn, in charge of the stage at<br />

Fabian's Palace, and his wife visited the<br />

famed shrine of St. Anne de Beaupre in<br />

Quebec during a week's trip to Canada . . .<br />

Sam Davis, former operator of the Phoenicia,<br />

Phoenicia, and of a theatre in Wood-<br />

.stock, as well as present operator of the<br />

house In Fleishmann's, visited Fllmrow<br />

Monday. He wintered in Florida. Davis will<br />

GOOD BOXOFFICE—A combination of<br />

sound public relations and promotion resulted<br />

in Ralph Lanterman, left, city<br />

manager of the Walter Reade Theatres in<br />

Morristown, N.J.. presenting a cheek to<br />

Howard Morrison, president of the local<br />

United World FederaUst chapter, as their<br />

share for selling tickets to a benefit performance<br />

of "The Little World of Don<br />

Camillo." The film is part of the Reade<br />

circuit's program of showing of art films<br />

in New Jersey and upstate New York communities<br />

which would not normally support<br />

this type of entertainment for a<br />

regular run.<br />

reopen the Fleishmanns situation Memorial<br />

day. His wife is not well.<br />

The 162-seat Strand, Johnstown, has been<br />

permanently removed from the theatre map.<br />

Workmen are demolishing the building, on<br />

the site of which a large store will be erected.<br />

Mr. and Mrs. Leland Warner were the latest<br />

lessees. Clarence Dopp, who owned and operated<br />

the house for years, has moved his<br />

offices to another location in Johnstown.<br />

Etopp conducts theatres in Frankfort, Poland<br />

The Observer-<br />

and Northville . . . Budget of Troy suspended publication because<br />

of continued rising costs of operation.<br />

Drive-Ins Participate<br />

In Hospital Fund Drive<br />

BUFFALO—Area drive-ins participated in<br />

the Children's Hospital building fund campaign<br />

by running contribution shows<br />

Wednesday (12). As part of a five-year program,<br />

airers devote one day each year to<br />

this fund raising program. Patrons were<br />

admitted to the shows upon a contribution.<br />

Participating in the benefit were the Aero,<br />

Broadway, Buffalo, Delaware, Lake Shore,<br />

Niagara, Park, Sheridan and Star.<br />

Marvin Jacobs retired, who sparked the<br />

drive-in plan, is also chairman of Tent 7's<br />

heart committee. He announced that 25 per<br />

cent of the opening day gross receipts in the<br />

stock car races at Civic stadium will be<br />

given to the hospital fund. The races are<br />

put on by Dewey Michaels, past chief barker<br />

of the Buffalo Variety club and head of the<br />

Michaels circuit.<br />

Miller Wins Sales Drive<br />

BUFFALO—Dave Miller and his U-I exchange<br />

won first prize in the Charles Feldman<br />

sales drive. The award earned him<br />

about $1,200 with each member of the sales<br />

staff getting $600. Each booker was given<br />

$240. Dave Miller celebrated with a vacation<br />

in Miami with his wife.<br />


. . The<br />

n rthur Krolick, UPT dLstrict manager, and<br />

wife, vacationed in New York .<br />

fact that Flint & Kent, big downtown Buffalo<br />

store had copies of the gowns as<br />

those featured in MGM's "Executive Suite."<br />

on sale, gave Ed Meade and Bill Carroll<br />

of the Shea ad-pub department an opportunity<br />

to promote a three-section window<br />

tieup on the picture now current at Shea's<br />

Buffalo . Elmer F. Lux, wife of the<br />

head of Elmart Theatres and Common Council<br />

president, has been appointed associate<br />

director for Erie county's civil defense warden<br />

service.<br />

William P. Rosenow, Theatre Service Co.<br />

and Skyway Drive-In Theatres executive,<br />

is moving into a new home in Orchard<br />

Park . added substantially<br />

to Bau.sch & Lomb instrument sales last<br />

year, according to President J. F. Taylor.<br />

Pointing out that the fir.st lens attachments<br />

were delivered to 20th-Fox in Hollywood just<br />

about a year ago, he said the company since<br />

then has produced 248 camera attachments<br />

and more than 7,000 projection attachments<br />

for theatres throughout the country. Competition<br />

is stiffer today than ever before, he<br />

said, but the outlook for business is generally<br />

favorable.<br />

Tent 9 Plans Golf Tourney<br />

ALBANY—The 12th annual Variety Tent<br />

9 golf tournament and dinner will be held<br />

at the Shaker Ridge Country Club June 28.<br />

Harry Alexander and Aaron Winig are cochairmen<br />

of the committee on arrangements.<br />

Sylvan Leff has charge of ticket sales and<br />

Chief Barker Jules Perlmutter. of prize<br />

solicitations.<br />

William Snyder has been signed to photograph<br />

"The Conqueror" for RKO.<br />

Jay Golden Sees No<br />

Peak in Show Business<br />

Buffalo—The phenomenal success of<br />

the rereleased "Pinocchio" at the Palace<br />

in Rochester has convinced Jay Golden,<br />

district RKO Theatres manager, that<br />

there is no peak in show business ... or<br />

if there is, it hasn't yet been reached.<br />

An estimated 42,000 children and grownups<br />

saw the 14-year-old Disney cartoon<br />

feature at the Palace in its extended<br />

nine-day presentation in Kodak town. It<br />

established a record for Disney films, and<br />

possibly for all pictures at the Palace,<br />

according to Golden. That doesn't mean<br />

a money record. The ticket price was<br />

relatively low, and financial grosses<br />

couldn't be compared to much higherpriced<br />

hits such as "The Robe."<br />

What cheers the moviemakers the most,<br />

according to Golden, is to know that the<br />

children haven't forsaken the theatres in<br />

their devotion to TV's cowboys and space<br />

riders. On the other hand Golden<br />

wouldn't be caught making any predictions<br />

about the future of movies for the<br />

kiddies. The fact that cowboy-conditioned<br />

youngsters bought "Pinocchio" with all<br />

their fervent little hearts has cured him<br />

of any disposition to make prophesies.<br />

42 BOXOFFICE May 15, 1954

. . . George<br />

. . Howard<br />

. . The<br />

. . Filmrow<br />


Dube Shapiro, Alden Theatre, is<br />

now handling<br />

the distribution of Zeiss 35mm projection<br />

lenses for the east coast . . . Charles<br />

Goldfine, who operates the South City Drivein.<br />

was the man of the houi' at the recent<br />

20th-Fox Cinemascope policy forum attended<br />

by exhibitors from all over the country.<br />

Goldfine's resolution was the one adopted<br />

by the gathering.<br />

Jim Dukas' Grand Theatre in Edwards ville,<br />

Pa., is now- being serviced by Tristate Theatre<br />

Sandy Gottlieb's Ti-istate<br />

Service . . .<br />

is also doing the booking and buying for<br />

H&M Enterprises' Starlight in Quakertown<br />

and the Caledonia Theatre in Ortanna.<br />

Claude Schlanger serviced these theatres<br />

previously . . . Arlin M. Adams, attorney for<br />

distributors, is the father of twin boys . . .<br />

Mrs. Rhea Friedman, widow of Percy Friedman,<br />

is now doing her own booking and<br />

buying for the Yeadon Theatre.<br />

At the Variety Club's testimonial dinner<br />

to United Artists on its 35th anniversary,<br />

McCarthy and Schine were in attendance.<br />

No, they were not the famous senator and<br />

private. The McCarthy was the Rev. Sylvester<br />

McCarthy, the priest who gave the<br />

blessing at the dinner, and the Schine was<br />

Louis W. Schine of the Schine hotel and<br />

theatre chain, uncle of the noted private . . .<br />

Mel Fox's new Levittown Theatre is scheduled<br />

to open at the end of this month.<br />

. .<br />

Samuel Dembow, related to the Dembow<br />

family with local exhibition interests, is one<br />

of the spark-plugs in the new producing company.<br />

Amalgamated Products, Inc. . . . Al<br />

Haubert, Stanley Warner Theatre electrician,<br />

returned to work after being bed-ridden by<br />

the mumps . Max Epstein, Stanley Warner<br />

billing department, is planning a three-week<br />

stay m Vienna . father of Irv Lomis,<br />

film buyer for Stanley Warner, died recently.<br />

Ed Gabriel's Capital Films is now handling<br />

all British Information subjects in this territory<br />

. . Allied Motion Picture Theatre<br />

.<br />

Service is servicing the Harvest Moon Drivein<br />

in Linden, Pa. . . . Variety Tent 13 auxiliary<br />

has a "Gay Paree" theme for its annual<br />

donor luncheon on May 18 at the Warwick<br />

hotel. Ruth Chatterton, stage and<br />

screen actress, as guest of honor, will receive<br />

the group's first charity award. Mrs.<br />

Jack Engel, president, will make the presentation<br />

honoring Miss Chatterton's unselfish<br />

devotion to charitable causes.<br />

.<br />

. . .<br />

George Resnicli, from Dell and Cayuga<br />

theatres is recuperating from an operation<br />

Moon, Warner Brothers' maintenance<br />

man, has returned to work after an<br />

operation Minsky, Paramount<br />

mideast division manager, was in Detroit<br />

William G. Mansell, Warner Brothers<br />

district manager, became a grandfather<br />

again when Mrs. Renee Sappington, his<br />

daughter, gave birth to a girl . . . Joseph<br />

Solomon, formerly with Hallmark, is now<br />

agent for Alexander Film Co. in this area.<br />

Oscar Neufeld, beauty contest producer<br />

and operator of a model bureau who once<br />

was known as the mayor of Vine street, left<br />

his estate to a niece in one-sentence will<br />

dated January 4 which has been probated.<br />

Written on stationery of "Charm Unlimited<br />

—Oscar's Models Bureau," it reads: "In event<br />

of my death everything I own to be turned<br />

WINS WATCH AWARD — George A.<br />

Crouch, right, zone manager for Stanley<br />

Warner Theatres, presents a watch to<br />

Edward Purcell, center, manager of the<br />

Virginia Theatre at Harrisonburg, Va., for<br />

doing the best job in the circuit's sixmonth<br />

Real Job drive. Charles V. Grimes,<br />

district manager, is shown watching the<br />

award presentation.<br />

over to Mrs. Dorothy Barenkopf to be disposed<br />

of as she wishes." Neufeld, who had<br />

been a prominent member of Variety Club,<br />

Tent 13, had a varied career ranging from<br />

distribution of films and trucking to operation<br />

of a model and charm school. In recent<br />

years he had been active in the Mrs.<br />

America and Miss Universe pageants.<br />

The RoebUng (N.J.) Theatre has reopened<br />

under the auspices of Volunteer Fire Co.<br />

No. 3, Inc. J. Sabo jr. is doing the booking and<br />

The Garden Theatre in West<br />

buying . . .<br />

Chester has been renamed the Harrison.<br />


pred Perry will<br />

have George Mahoney, gubernatorial<br />

candidate, speak from the<br />

. . Jack Sidney,<br />

stage of his Edgemere Theatre. A parade of<br />

firemen, police and Moose lodge members will<br />

be part of the rally program .<br />

city manager of Loew's here, was a<br />

judge in the Baltimore press photographers'<br />

second annual photographic contest . . .<br />

Gilbert Peacock, projectionist at the Times,<br />

has returned home after surgery at Maryland<br />

General hospital.<br />

Ted Kirwan, manager of the New, spent<br />

the weekend in New York attending Broadway<br />

shows . . . H. David Thomas, assistant<br />

at the Little, is the author of "The Ivory<br />

Tower" which was given its premiere performance<br />

over the weekend by the Baltimore<br />

department of recreation.<br />

Local exhibitors who attended the 20th-<br />

Fox meeting in New York included Maurice<br />

Hendricks, Albert Lang and Stanley Baker,<br />

who are booker, office manager and general<br />

manager, respectively for the Hicks Theatres;<br />

Walter Gettinger, part owner of the<br />

Howard; Bob Gruver of the New Glen, Aaron<br />

Seidler, of the New Albert; Milton Schwaber<br />

owner of the Schwaber Theatres; Joe Grant,<br />

of the Northwood and Leon Back, president<br />

of the Allied Motion Picture Theatre Owners<br />

of Maryland.<br />

The Windsor Theatre Corp. will soon sell<br />

its Windsor, neighborhood house, at public<br />

auction . . . Walter Eberlein, projectionist<br />

at the Pennington, died last week after a<br />

heart attack.<br />


. . .<br />

Tnternational Variety Chief Barker George<br />

Hoover has appointed Jake Flax to serve as<br />

representative covering Baltimore and Washington<br />

Jack Fruchtman, chief barker of<br />

. . .<br />

Tent 11, has appointed George A. Crouch,<br />

Sam Galanty and Albert W. Lewitt to serve<br />

as co-chahmen of the annual golf tournament<br />

and dinner dance to be held Fi-iday,<br />

September 24, at the Woodmont Country club.<br />

Alvin Q. Ehrlich has been appointed to serve<br />

as chairman of the annual dim,er dance to<br />

be held November 20 at the Statler hotel, as<br />

well as to head the dinner dance program<br />

committee The Variety Club board of<br />

governors will meet the second Monday of<br />

the month in June and July, the dates being<br />

June 14 and July 12 . . . Victor J. Orsinger,<br />

1953 chief barker, and Mrs. Orsinger are<br />

parents of a daughter, their sixth child.<br />

Earl Taylor, formerly booker with Educational<br />

Kctures and later with 20th-Fox and<br />

Columbia, has gone into Will Rogers Memorial<br />

hospital for treatment . . 20th-Pox<br />

.<br />

Manager Ira Sichelman spent Wednesday in<br />

Baltimore . managers held theiimonthly<br />

luncheon meeting in the Congressional<br />

hotel Friday.<br />

Sid Zins, Columbia exploiteer, lunched with<br />

screen star Broderick Ci-awford . . . RKO<br />

booker Don Bransfield is passing out cigars<br />

after the birth of his third child, a boy . . .<br />

RKO Manager Joe Brecheen spent a day in<br />

Richmond visiting exhibitors . . . Exploiteer<br />

"Hank" Howard was in town working on publicity<br />

for "The French Line" which opened<br />

at the TransLux Theatre . . . United Artists<br />

Manager Sid Cooper spent a day in Baltimore<br />

visiting exhibitors . . . Allied Artists salesman<br />

Mark Silver was still confined in Sinai<br />

hospital with a heart ailment.<br />

Al Landgraf, Republic office manager, and<br />

Mrs. Landgraf celebrated their 24th wedding<br />

anniversary this week . . . Republic<br />

Branch Manager Jake Flax went to Baltimore<br />

this week . . . MGM; branch operations<br />

head, A. F. Cummings, was an exchange<br />

visitor . . . MGM eastern sales manager Jules<br />

Lapidus visited the office.<br />

Federal Regulation Sought<br />

For Radio and TV Nets<br />

WASHINGTON—Federal regulation of<br />

radio and television networks would be established<br />

under a bill introduced on Thursday<br />

(13) by Sen. John Bricker (R., Ohio),<br />

chairman of the Senate commerce committee.<br />

Bricker said that networks now dominate<br />

the broadcast field and that the fate<br />

of individual stations often depends on<br />

whether they can secure network affiliations.<br />

At present, the Federal Communications<br />

Commission has the power to license only<br />

individual radio and TV stations.<br />

Poulelli CODDARD<br />

JonfS SnWART<br />

Dsretliy lAMOUl<br />

FndMocMUIIRAr<br />

VIctar MOOtt<br />

Hnvy FONDA<br />

Hnry JAMES<br />


BOXOFFICE May 15, 1954 43

. . . Ray<br />


Xirilliam L. Brown, former Tarentum ex-<br />

. . .<br />

. . Floyd A. L.<br />

hibitor, will serve as chairman of the<br />

Salvation Aimy campaign among state employes<br />

in the Pittsburgh district . . . Homestead<br />

merchants cooperated with the Leona<br />

Theatre in contributing to a full page advertisement<br />

in the Daily Messenger, exploiting<br />

"Jack Slade" and "The Wild One"<br />

Mrs. Charles Trozzo will close the Central<br />

Theatre in Herminie June 1 with plans<br />

for reopening in September .<br />

Bender, former Millvale theatre manager,<br />

is coming here from Illinois to celebrate<br />

the 50th wedding anniversary of his parents<br />

. . . Variety Legion Post 589, hosted the Variety<br />

Family night party May 14.<br />

. . .<br />

Hollywood Theatre at California, Pa., is<br />

being painted and decorated and Cinema-<br />

Scope equipment is being installed . . . Art<br />

Kunes of Auto Drive-In, Titusville, visited<br />

on Filmrow and said that he was remodeling<br />

and enlarging his giant outdoor screen tower<br />

Ken Woodward, manager of the<br />

Manos at Uniontown, screened "Executive<br />

Suite" for civic and business leaders and<br />

used their comments as advertisements for<br />

the MGM hit . . . Sam Navari, who had been<br />

ill, has recuperated and is back on the job<br />

at the Eastwood Theatre and bowling alleys<br />

Ayrey, SW contact manager, is the<br />

father of a son William Kevin, born on<br />

Mothers Day.<br />

. .<br />

Emanuel Pappas turned over the Temple<br />

Theatre in Sheridan to the Kiw'anis club<br />

The<br />

for the staging of a benefit show .<br />

J. P. Harris and the Stanley here are expected<br />

to present the closed circuit TV showing<br />

of the Marciano-Charles scrap on June<br />

Variety Club and the Ladies Theatrical<br />

17 . . .<br />

club are co-sponsors of "A Night to Re-<br />

member" dinner-dance Sunday (30) at the<br />

Twin Coaches on Route 51. A benefit of the<br />

Catherine Variety Roselia fund, the entertainment<br />

will feature Tony Martin. Reservations<br />

are $15 per couple . . . SW Ambridge<br />

has a new manager in George Boyle, formerly<br />

with the Butterfield circuit in Michigan<br />

Mr. and Mrs. Durward Coe, Washington<br />

. . . county indoor and outdoor exhibitors,<br />

have adopted twin infants, Marsha and<br />

Marshall.<br />

Admission prices are increased for the<br />

ninth season of the Civic Light Opera, which<br />

will present only eight shows opening June<br />

21 in Pitt Stadium. New prices are 75 cents<br />

to $3.50 . . . Country store night will be a<br />

regular Tuesday feature at the Leona Theatre<br />

in Homestead, beginning May 25. U. S.<br />

Super Markets is sponsoring the entertainment-giveaway<br />

Variety Tent<br />

program . . . 1 will work with the Post-Gazette Dapper<br />

Dan club celebrities golf tournament at the<br />

Baldoc Hills Country club on September 10<br />

and 11 . . . Melvin Katz, manager of the<br />


he mcftibn i^ictuM meAxJiojwIUlnn^ GuijcU<br />



Associate Editor



Radio-TV, Orchestras, Music Stores Available for Tieups<br />

Showmen who played Columbia Pictures'<br />

heart-warming film, "The Jolson Story."<br />

when it was first released in 1946 will have<br />

little difficulty recalling the enthusiastic<br />

reaction of the general public to the songs<br />

and music in the picture as they were sung<br />

by the internationally famous Broadway<br />

star. Al Jolson. The general promotion of<br />

the music from the thrilling production<br />

approximated complete saturation with<br />

every radio station, orchestra, jukebox and<br />

music store public address systems throughout<br />

the country playing the Jolson recordings.<br />

The musical appeal of these nostalgic<br />

melodies will again prove invaluable in all<br />

local promotions for return engagements,<br />

with new realism added to the representation<br />

of "The Jolson Story," now converted<br />

to wide screen and stereophonic sound.<br />

Since the record album based on the<br />

music from the film, "Jolson in Songs He<br />

Made Famous," was released eight years<br />

ago, Decca has produced eight additional<br />

albums and two special recordings, a total<br />

of 78 different song classics, most of them<br />

available In three speeds in addition to the<br />

singles. Decca distributors have been<br />

alerted to give full cooperation in promoting<br />

local playdates and are being furnished<br />

with album covers, counter cards, lithos,<br />

ad mats and special 17x22-inch window<br />

streamers, a rough of which is reproduced<br />

on this page.<br />

With the playdate set, contact should be<br />

made with the Decca distributor for co-op<br />

newspaper ads, sponsorship of contests and<br />

records to be sent to local disk jockeys for<br />

Jolson air programs. Television offers an<br />

excellent medium for exploiting the picture<br />

via a talent contest for the best Jolson<br />

imitators. A similar stunt may be worked<br />

on the theatre stage with promoted records<br />

presented winners. Scene stills should be<br />

exhibited in all music store window and<br />

counter displays and recordings played on<br />

all PA systems.<br />

Jolson's greatest song hit, "Anniversary<br />

Song," which sold over a million copies,<br />

may be used as a theme for local anniversary<br />

events or store sales, and recordings<br />

of the number might be presented to local<br />

couples celebrating their eighth wedding<br />

anniversary. The sheet music of the songs,<br />

published by a dozen different firms listed<br />

in the pressbook, should be featured in displays,<br />

played by store pianists and distributed<br />

to all radio, TV and hotel orchestra<br />

leaders.<br />

Record manufacturers estimate that the<br />

largest segment of the population which<br />

purchases records, the teenage group, completely<br />

changes over a period of six or<br />

seven years. A new generation and a new<br />

market for the music has come along since<br />

the picture was originally released. The<br />


Amateurs Do Tricks<br />

On Street Corners<br />

For 'Magician'<br />

OTwo<br />

weeks in advance, Publicity Manager<br />

Paul Levi launched his campaign for "The<br />

Mad Magician" at Abner Plnanski's Pilgrim<br />

Theatre in Boston by planting cross-trailers<br />

plugging the picture at ten neighborhood<br />

houses.<br />

Over 50 weekly newspapers in the area,<br />

as well as the daily press, received special<br />

material on the picture. Several thousand<br />

heralds were distributed throughout the<br />

city, and trucks of local magazine distributors<br />

carried banners tieing in with the<br />

show. Radio spot announcements began<br />

ten days before the opening, while TV shots<br />

were used for five days up to the premiere.<br />

Several contests keyed to the theme of the<br />

fUm included a telephone quiz and song<br />

title and limerick contests. Radio and<br />

telecasts proved particularly effective in<br />

plugging the picture through the entire<br />

area, in which over 150 playdates were Involved.<br />

A special screening for the local chapter<br />

for the Society of American Magicians<br />

inspired amateur prestidigitators to stage<br />

street corner demostrations and distribute<br />

heralds to the crowds they gathered. Local<br />

department stores and specialty shops arranged<br />

special window displays featuring<br />

O<br />

tricks of magic and a special false front,<br />

decorated with large-size cutouts of the<br />

picture's stars, was constructed.<br />

o<br />

Contest on Soldier Ants<br />

Costs Few Free Tickets<br />

An effective radio contest that aroused<br />

considerable interest in the engagement of<br />

"The Naked Jungle" at the State in Cortland,<br />

N.Y., was arranged by Manager Bob<br />

Anthony for the price of a few guest<br />

tickets to the show. The announcer told<br />

his listeners to send postcards to the radio<br />

station with their descriptions of the deadly<br />

Marabunta soldier ants and suggestions as<br />

to where they might be found.<br />

Theatre and picture credits were mentioned<br />

and many phone calls were received<br />

asking for information on the<br />

Marabunta. The first 20 entries with the<br />

correct answers were given free tickets to<br />

the picture.<br />

Special Fox Pressbook<br />

For Six CS Pictures<br />

A group of six selected Cinemascope<br />

short subjects are included in the special<br />

pressbook distributed by 20th Century-Pox.<br />

Publicity stories, two and one-column newspaper<br />

ad slugs and a description of the<br />

story and musical exploitation suggestions<br />

are available for each of the following<br />

productions: "The First Piano Quartet,"<br />

"New Horizons," "Robert Wagner Chorale,"<br />

"The New Venezuela," "Haydn's Farewell<br />

Symphony" and "Tournament of Roses,"<br />

all photographed in Technicolor.<br />



Hugh Borland Puts Over Theatre Promotion at Chicago<br />

Manager Hugh S. Borland of the Louis<br />

Theatre in Chicago had an inspiration when<br />

he viewed an exhibition at the Chicago<br />

Historical Society of five different versions<br />

of Abraham Lincoln's Gettysburg address.<br />

It occurred to him that reproductions of<br />

these rare documents, valued at $500,000,<br />

would make an unusual and interesting<br />

lobby exhibit at his theatre for the week of<br />

Lincoln's birthday, and he contacted the<br />

society for information on how he might<br />

obtain reproductions for such a display.<br />

Borland was undismayed when he learned<br />

that he would have to obtain permission<br />

from several sources to secure the reproductions.<br />

He immediately set about contacting<br />

the Cornell university library, which<br />

owned two of the original versions of the<br />

address, the Illinois State Historical Society<br />

library, which also owned two copies, and<br />

the Parke-Bernet Galleries of New York<br />

City, which was able to supply a copy of<br />

the fifth version, which is privately owned.<br />

In addition to obtaining reproduction of<br />

these five historical documents, Borland<br />

Lou Hart Concentrates<br />

On Schools for Caesar<br />

A promotion campaign directed at 26<br />

junior high, senior high, central and parochial<br />

schools in town and environs helped<br />

Manager Lou Hart promote "Julius Caesar"<br />

at the Avon at Watertown, N.Y.<br />

Discount coupons, study guides, educational<br />

one-sheets and other publicity material<br />

available for this specialized campaign<br />

was sent to all schools and near-by<br />

Clarkson college and St. Lawrence university.<br />

Attractive windows with picture<br />

plugs were set up in a bookstore in the<br />

business section of town and 25 window<br />

cards were distributed to other stores<br />

throughout the city in a tieup with the local<br />

distributor of Pocketbooks.<br />

Displays were set up in libraries and two<br />

high schools, 2,000 heralds were inserted<br />

in Sunday papers and 700 letters were sent<br />

to a selected mailing list. Cultural organizations,<br />

meeting in town, received telegrams<br />

advising them of the playdate, which<br />

they were asked to read to their members.<br />

Hart also promoted the Greer Garson<br />

recorded talk on "Julius Caesar" over radio<br />

station WWNY at no cost.<br />

Sets Records With 'Vadis<br />

Manager Michael King concentrated his<br />

promotion on "Quo Vadis" at the Alhambra<br />

Theatre, Toronto, on special posters and<br />

decorations for the theatre itself. Although<br />

it was the fom'th showing of the feature in<br />

town, the effective promotion helped the<br />

picture to break all house records and be<br />

held over for the second week.<br />

BOXOFnCE Showmandiser : : May 15. 1954 — 159 —<br />

of the manu-<br />

also was offered a facsimile<br />

script of the address belonging to Edward<br />

Everett, famous American orator and<br />

statesman.<br />

The exhibit, which was placed in the<br />

theatre lobby, received art and story breaks<br />

in the daily newspapers as well as radio<br />

plugs throughout the area. Borland included<br />

a short editorial on the cover of<br />

the theatre program, and distributed copies<br />

of the program to schools and homes in<br />

the neighborhood to publicize the display.<br />

Letters of thanks were received from school<br />

principals and the heads of other community<br />

organizations praising Borland's ingenuity<br />

and thoughtfulness in presenting<br />

such an interesting and educational exhibition.<br />

The theatre is in the heart of the Negro<br />

district of Chicago and is the last to run<br />

pictures in the area, but Borland's determined<br />

efforts to put over a promotion<br />

worthy of bigger theatres and circuits<br />

throughout the country resulted in fine<br />

public relations and was well worth while.<br />

Greyhound Sponsors<br />

'Playboys' Bus Trips<br />

An all-expense vacation trip to Washington<br />

and New York for two, sponsored<br />

by the Greyhound Bus Co. and the Bowery<br />

Boys, was promoted by Manager John Godfroy<br />

of the Paramount Theatre in Ashland,<br />

Ky., to tie in with "Paris Playboys," in<br />

which the Bowery Boys are starred.<br />

The entire stunt was paid for by the bus<br />

company, which cooperated in all phases<br />

of the campaign. In addition to local<br />

newspaper ads and radio spot announcements,<br />

posters were distributed throughout<br />

the city and prominent displays were set up<br />

in bus terminals and theatre lobby. Attendance<br />

during the three-day engagement<br />

was the only requirement for entering the<br />

contest, and the widespread publicity given<br />

the event helped attract record crowds to<br />

the theatre.<br />

Due to the success of the contest in Ashland,<br />

the management of the Atlantic<br />

Greyhound Bus Lines plans to try it in<br />

other cities on their route.<br />

Oldsters in 1906 Austin<br />

Ride for 'Genevieve'<br />

Publicist George Mooney managed to<br />

promote a 1906 Austin to use as part of his<br />

stunt ballyhooing "Genevieve" at the Auckland<br />

Embassy Theatre in New Zealand. As<br />

passengers, Mooney also managed to get<br />

hold of a local resident 103 years old and a<br />

woman companion 83 years old to ride in<br />

the car as guests on opening night.

Smart Ideas In<br />

Displays<br />

This music store window, arranged by Ben Geary, manager of the Athena Theatre in Athens, Ohio,<br />

illustrates what can be done with this kind of promotion when an experienced showman sets out to do<br />

his best. A manikin with a rose tied to her wrist and one in her hair, large blowups from "Rose Marie"<br />

and sign cards were included in the display which measured 6x7x14 feet. Two flasher spots and<br />

music from the film on loudspeakers added to the effect.<br />

Carl Rogers promoted o dictaphone for recording<br />

of patron comments in the lobby of Loew's<br />

Theatre at Dayton, Ohio, and selected a Miss<br />

Secretary to help out. The recordings were<br />

played back to those wishing to hear their<br />

own voices.<br />

There was actual dancing in the street when<br />

"Southwest Passage" premiered at the Rialto in<br />

Atlanta. Local citizens square-danced to a<br />

hillbilly band, which also rode around town in<br />

a bannered buckboard.<br />

BELOW:<br />

Cutouts achieved maximum effectiveness in this lobby arrangement by Richard Skluckl, manager of the<br />

Birmingham (Mich.) Theatre. The signs made from cutout letters as well as the large star figures<br />

were hung from the ceiling by smoll wires.<br />

'f*^M<br />

Death Dive Display Set<br />

Up on Theatre Front<br />

Not every theotre has os lofty a front os the<br />

Golden Gate in Son Froncisco, but this display<br />

gimmick con be duplicated elsewhere on a<br />

smaller scale. Here two life-like manikins and<br />

banners were secured to a ladder, extended 70<br />

feet up the front of the Golden Gate building.<br />

They attracted ottention three weeks in advance.<br />

— 160 BOXOFFICE Showmandiser :<br />

: May<br />

15. 1954

I<br />

o<br />

Motion Picture Material<br />

In the Magazines<br />

The June issue of Good Housekeeping<br />

recommends "Dial M for Murder" for<br />

adults, and "Magnificent Obsession" as a<br />

picture for the whole family.<br />

Cosmopolitan for July selects "Susan<br />

Slept Here" as the best comedy of the<br />

month: Shirley Booth in "About Mrs.<br />

Leslie" for the best performance; "The<br />

High and Mighty" as the best production,<br />

and. as the most interesting musical,<br />

"The Student Prince."<br />

Cosmopolitan for May features six pages<br />

of art and stories on Walt Disney's heroines<br />

and the girls who inspired them. Writerillustrator<br />

Jon Whitcomb made use of<br />

original drawings from Disney's famed<br />

feature-length cartoons, contrasting them<br />

with his own portraits of the personalities<br />

who served as models and supplied the<br />

voices for the picture heroines.<br />

The August issue of Screen Fan, on<br />

the newsstands in June, will feature<br />

a cover of Debra Paget along with a<br />

story on its inner pages including<br />

photographs from three forthcoming<br />

productions in which she stars, "Demetrius<br />

and the Gladiators." "Princess<br />

of the Nile" and "The Gambler."<br />

A portrait of<br />

Marilyn Monroe decorates<br />

the cover of Cue for the issue of May 1<br />

and a story on Inner pages gives details of<br />

the blonde star's experience in filming<br />

20th-Fox's "River of No Return." Other<br />

films reviewed in this issue by Jesse<br />

Zunser: "Creature Pi-om the Black Lagoon."<br />

"Jubilee Trail," "The Moment of<br />

Truth" and "Angels One Five."<br />

Many Fine Promotions<br />

Vie for April Awards<br />

LeRoy Ramsey Lem K. Lee<br />

The April shower of promotions turned<br />

into a deluge of excellent campaigns, making<br />

the task of selecting Citation Award<br />

winners for the month that much more<br />

difficult. The torrent of many lobby displays,<br />

all of them good, created a problem<br />

in this respect, but Bob Nelson's comprehensive<br />

decorative scheme for promoting<br />

"The Cruel Sea" at the Broadway Theatre<br />

in Timmins, Ont., was finally chosen for<br />

the award in this group.<br />

Two Citations presented for the most<br />

original ideas submitted during the month<br />

go to L. K. Lee, president of Lee Theatres,<br />

and LeRoy Ramsey, manager, for their<br />

clever promotion to celebrate the fourth<br />

anniversary of the Monaco Drive-In, Denver,<br />

Colo., and to District Manager Jim<br />

Cameron for his "Little Boy Lost" campaign<br />

at the Port Arthur and Fort William,<br />

Ont., theatres.<br />

Twin winners in the ballyhoo class are<br />

Bob Broadbent, for his spaceman stunt<br />

plugging "Riders to the Stars" at the<br />

^Jl^<br />

Delia R. Cole<br />

Alberta Pike<br />

Esquire Theatre in San PYancisco, and<br />

H. Kaplan, an award winner in 1949, for<br />

his prizefighter bally on "The Joe Louis<br />

Story" at the Banco Theatre in Brooklyn.<br />

Delia R. Cole of the American Theatre<br />

in Bonham, Tex., wins a Citation for the<br />

effective newspaper ad announcing student<br />

rates as the result of the tax cut on<br />

tickets, and Harlan Argo earns an award<br />

for his several co-op newspaper ads promoted<br />

during the film festival at the El<br />

Rancho Theatre, 'Victoria, Tex.<br />

In the public relations field, John<br />

DiBenedetto's well-publicized tie-in on<br />

"Act of Love" at Loew's Paramount Theatre,<br />

Boston, Mass., was rated the top entry<br />

while Jerry Silver won a Citation for his<br />

theatre front on "Riot in Cell Block U"<br />

at the Ritz Theatre, Grand Prairie, Tex.<br />

The final Citation for April was won by<br />

Alberta Pike, owner-director of the 'Vogue<br />

Theatre in Denver for the comprehensive<br />

promotion that created a lot of excitement<br />

and directed attention to "Genevieve."<br />

Redbook for June selected "Knock on<br />

Wood," Danny Kaye's starrer for<br />

Paramount, as the Picture of the<br />

Month.<br />

The Mystery Writers of America presented<br />

the Edgar Allen Poe award to "The<br />

Big Heat" at their annual prize banquet,<br />

referring to the Columbia picture as "the<br />

outstanding mystery film of 1953." The<br />

"Edgar" was presented as a joint award to<br />

the screenplay author Sidney Boehm, and<br />

to William McGiveran. who wrote the novel<br />

upon which the picture was based.<br />

Newsweek features a full-color pose<br />

of Barbara Stanwyck and William<br />

Holden as they appear in MGM's<br />

"Executive Suite" on its cover for May<br />

3. A five-page feature article under<br />

the heading. "Hollywood Discovers the<br />

U.S. Busi7iess Drama," discusses previous<br />

productions with business backgrounds<br />

and carries a review on "Executive<br />

Suite" with reproductions of<br />

scenes fro7n the film. Comments by<br />

Producer Houseman and star Holden<br />

are included in the article.<br />

John DiBenedetto Jim Cameron Herb Kaplan Harlan Argo<br />

'Incas' on Camel TV<br />

The full schedule of Camel cigaret company's<br />

extensive radio and T'V programs<br />

will be utilized in promoting Paramount<br />

Pictures' forthcoming "Secret of the<br />

Incas." Clips from the picture will be used<br />

in addition to spot announcements and<br />

Camels will also feature the film in its<br />

national advertising.<br />

Former POWs Invited<br />

Former Korean prisoners of war living<br />

in the neighborhood were invited by Manager<br />

Lou Cohen to attend the opening<br />

of "Prisoner of War" at the Hartford Poll.<br />

BOXOFFICE Showmandiser May 15, 1954<br />

— 161 —<br />

Sermon on Cinerama Is<br />

Being Mailed to 175,000<br />

Dr. Norman 'Vincent Peale, pastor of the<br />

Marble Collegiate church in New York,<br />

used Cinerama as the topic of a sermon entitled<br />

"The Touch That Turns Failure<br />

Into Success." The sermon, which described<br />

the minister's visit to the motion<br />

picture show as "a tremendous experience,"<br />

is being mailed to 175,000 people.<br />

Dr. Peale concluded: "I went out of that<br />

theatre with the old thrill in my heart at<br />

the unlimited possibilities that exist, not<br />

only in this universe, but in human beings.<br />

People have third-dimensional powers, too."


Manager Lou Cohen thought up a neat<br />

stunt that provided a lot of word-of-mouth<br />

pubUcity as well as a story break in the<br />

local paper on his re-engagement of "Gone<br />

With the Wind" at Loews' Poli Theatre in<br />

Hartford, Conn. Cohen instituted a search<br />

for families whose children had been named<br />

"Scarlett" or "Rhett" after the two<br />

"GWTW" characters in the film, when it<br />

was first released about 15 years previously.<br />

Eligible youngsters were asked to write or<br />

call at the theatre to be guests of honor<br />

when the picture re-opened.<br />

Manager Dick Davis picks up a little<br />

extra revenue for the Dubuque dowai<br />

Drive-In by arranging a recorded musical<br />

program to entertain early arrivals. For 45<br />

minutes before the opening of the evening<br />

show, Davis stages what could be called a<br />

drive-in disk jockey program, via recordings.<br />

It includes news and announcements<br />

of sports events. The program, which is<br />

run every night, is sponsored by a number<br />

of local merchants and Davis promotes it<br />

by means of. a screen trailer and window<br />

cards around town. Patron requests for<br />

music, movie and sports information are<br />

deposited in a box near the concession<br />

stand and for additional interest a few<br />

pa.sses are distributed each night for the<br />

best queries submitted.<br />

The Royal Theatre in Miami had an unexpected<br />

exploitation feature on opening<br />

night of "Rhapsody." Assistant Alec Moffat<br />

said that one of the ushers. Richard Lewis.<br />

a member of the high school orchestra,<br />

volunteered to play his violin outside the<br />

theatre, a la Vittorio Gassman in the film.<br />

"It was very nice," said Moffat, "and people<br />

enjoyed it."<br />

A new projection device manufactured<br />

in Wisconsin was used by advertising director<br />

E. J. dumb to advertise "Rose<br />

Marie" at the Riverside Theatre in Milwaukee.<br />

Fourteen 35mm colored slides, with<br />

copy describing the songs and giving full<br />

Search NY for Millions<br />

To Publicize UA Film<br />

As an unusual tie-in stunt to publicize<br />

the premiere of "Man With a Million,"<br />

the United Artists publicity department<br />

is making a thorough search for New<br />

York's Millions to attend the local openin?.<br />

The metropolitan telephone directories<br />

revealed that there are only a few<br />

Millions in the five boroughs that make<br />

up greater New York, and taken all together<br />

thiy would not fill a single row<br />

of the theatre. Word has spread that if<br />

your last name is Million and you live<br />

within commuting distance of the Sutton<br />

Theatre in Manhattan, get in touch with<br />

the publicity department, United Artists<br />

Corp., and receive a ticket to the show.<br />


picture and playdate mformation, were projected<br />

on a 17 -inch screen placed above<br />

the candy counter in the inner lobby of the<br />

theatre. Many interested spectators stopped<br />

to watch the display as they entered and<br />

left the theatre. The machine was moved<br />

to store windows in the business section<br />

of town during the engagement.<br />

A fish-guessing contest proved an effective<br />

gimmick in promoting "Creature From<br />

the Black Lagoon" at the Paramount The-<br />

Jk.^!**^<br />

atre la riau Fraiici.sco. A neigliboring department<br />

store set up an aquarium display<br />

backed by show cards and stills from the<br />

picture and offered winners guest tickets<br />

for those guessing closest to the number<br />

of fish contained in a large tank.<br />

Former prisoners of war in Korea reenacted<br />

the death march in a parade<br />

through the downtown streets of San<br />

Francisco to promote "Prisoner of War"<br />

at Loew's Warfield Theatre.<br />

An unusual stunt that had spectators<br />

doing a double take as they passed the<br />

theatre was arranged by Manager Watson<br />

Davis to exploit "It Should Happen to<br />

You" at the Malco Theatre in Memphis,<br />

Tenn. A local manufactm-er set up a complete<br />

display of bathroom fixtures in the<br />

theatre lobby, and Davis blew up a bubblebath<br />

still of star Judy Holliday to lifesize<br />

and placed it in the bath tub. Passersby<br />

read the co-op merchant and picture credits<br />

when they stopped to take a second look<br />

at the startling display.<br />

Has Punch and Judy Show<br />

Manager A. C. Vallet booked a live Punch<br />

and Judy show as an added attraction for<br />

his Easter show at the Parsons, Flushing.<br />

N.Y., and publicized It via special throwaways<br />

distributed throughout the neighborhood.<br />

Vallet saw the act on a TV show.<br />

Providence Manager<br />

Risks Police Ire With<br />

'Rose Marie' Stunts<br />

Although street stunts are against the<br />

law in Providence, R.I., Manager Bill<br />

Trambukis risked police action with two<br />

street ballyhoos as part of his "Rose Marie"<br />

promotion.<br />

Trambukis dressed two ushers in a cow's<br />

costume with signs that read, "This is no<br />

'Rose Marie' is the first great<br />

bull . . .<br />

musical in Cinemascope, at Loew's State."<br />

In the other, he had an usher walk around<br />

the city inside a giant two-sided MGM<br />

record, a variation of the giant walking<br />

book idea.<br />

The Loew's manager also had a false<br />

front constructed, including full transparencies<br />

for all three sides of the marquee.<br />

It was by far the most pretentious<br />

display ever used in this city and the flash<br />

created considerable comment. At night,<br />

the brightly lighted front overshadowed all<br />

other electric displays on the street.<br />

Particularly successful was the music<br />

tie-in with participating stores featuring<br />

"Rose Marie" windows and imprints on<br />

record bags.<br />

In addition to regular radio, television<br />

and newspaper coverage, Loew's management<br />

broke into the Brown university<br />

Daily Herald, which also services the nearby<br />

Pembroke coed college, with a "Rose<br />

Marie" queen contest. The 5,000 circulation<br />

paper proved an effective medium as it is<br />

mandatory reading at both schools for<br />

class notices.<br />

Heads Scout Activity<br />

Always on the lookout for another ouuec<br />

for publicity, Evans Thompson of the Fox,<br />

Hackensack, N.J., has been reappointed<br />

public relations chairman for the North<br />

Bergen county council of the Boy Scouts of<br />

America. This council covers quite a few<br />

towns beneficial to the Fox boxoffice, and<br />

their periodical will help carry theatre news<br />

to the scouts and their friends.<br />

Many 'Jubilee' Displays<br />

A fine book store and music shop promotion<br />

was put over by Ray McNamara for<br />

"Jubilee Trail" at the Alljm Theatre in<br />

Hartford, Conn. Six book stores featured<br />

window and interior displays plugging the<br />

picture with copy, "Read the book. See the<br />

picture—in Trucolor!" Six music shops<br />

also played up the musical score from the<br />

picture.<br />

Screening Aids 'Desert'<br />

Manager Ray McNamara received fine<br />

advance newspaper publicity for "The Living<br />

Desert" at the Allyn Theatre in Hartford.<br />

Conn., by arranging a special screening<br />

of the film for school authorities and<br />

newspaper folk. A specially designed<br />

throwaway presented some details and<br />

notes on the production of the film.<br />

— 162 — BOXOFFICE Showmandiser :<br />

: May<br />

15, 1954


A report on new films for which nationo! pre-selling<br />

campaigns hove been developed. Listed with each picture<br />

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


UA<br />

Treasure Stunt: Cards with keys inserled<br />

ami witli piclure and theatre credits are<br />

available for a "Captain Kidd" treasure chest<br />

contest to be staged in the theatre lobby. The<br />

cards with the keys are to be distributed<br />

generally with but a few of the master keys<br />

opening the lock on the chest at the theatre.<br />

Winners to receive guest tickets or promoted<br />

prizes.<br />

HoNEVBUcs Slippers: This manufacturer features<br />

Eva Gabor, star of the picture, in one<br />

of its magazine advertisements for this<br />

product. Contact local dealers for displays<br />

and local co-op advertising.<br />

CoLOR-iN Mat: Two line drawings, Tony Dexter<br />

and Eva Gabor on separate mats, with<br />

picture credits, are available for newspaper<br />

contests and throwaway imprints. Both drawings<br />

on one mat (2H), on order from National<br />

Screen.<br />

Accessories: A selection of art stills for special<br />

display purposes, Nos. CK-.4RT-1, 2, 3,<br />

and 4, are available from National Screen.<br />


Dixie Cup Tieup: Photos of Wild Bill Elliott,<br />

star of the picture, appear on ice cream containers<br />

made by this company. Spot display<br />

cards in local stores featuring photos from<br />

the<br />

picture.<br />

Comic Books: Dell<br />

Publishing Company distributes<br />

Wild Bill Elliott Comic Books via<br />

newsstands, drug and variety stores. Spot<br />

credit posters at point of sale and promote<br />

back issues from local distributor as giveaways.<br />

Accessories: A special posed still can be<br />

blown up for a life-size cutout of Elliott, order<br />

free WBE Still No. 66 from Allied Artists<br />

Exploitation Dept., 4376 Sunset Drive, Hollywood,<br />

Calif.<br />

RIVER OF NO RETURN 20th-Fox<br />

Music: RCA Victor, Decca, Capitol and Coral<br />

Records are all releasing recordings by name<br />

artists as well as excerpts from the sound<br />

track of "River of No Return." Marilyn Monroe<br />

singing the title song from the film will<br />

be available under the RCA label. An inviting<br />

portrait of the blonde star appears on the<br />

covers of the sheet music for the four songs<br />

from the CinemaScope production. All the<br />

music offers opportunities for a variety of<br />

tieups with radio and TV disk jockeys, music<br />

and department stores, and hotel orchestras<br />

in town. Have displays featured wherever<br />

music is sold and recordings played on phonographs<br />

in all departments. A Marilyn Monroe<br />

lobby record, free from the Pressbook Editor<br />

at 20th-Fox, is perfect for plugging your playdate<br />

via theatre and lobby P.\ systems.<br />

Radio and TV: A single transcription containing<br />

one 60-second, one 30-second and one<br />

20-second announcement, each spot open-end,<br />

for local playdate credits. Order your free<br />

copy from the Pressbook Editor, 20th Century-<br />

Fox, 444 West 56th St., New York. Two TV<br />

campaigns are also available for local telecasts.<br />

One set of three TV cards for a 20-<br />

second spot announcement, featuring action<br />

poses from the film and a single TV card for<br />

a 10-second spot. Be sure to give full particulars<br />

when ordering slide or Telop.<br />

Photoplay Magazine: The April issue of this<br />

publication announced Marilyn Monroe as the<br />

year's most popular actress and presented her<br />

with their Gold Medal award. Lobby displays<br />

composed of the magazine cover and the inner<br />

page feature story will make up an attractive<br />

40x60.<br />

-Accessories: A special group of five stills<br />

picturing Marilyn Monroe in provocative poses<br />

is available gratis, on ordering "Special Marilyn<br />

Monroe Art" from the pressbook editor<br />

of 20th-Fox's home office. Reproductions on<br />

mat form of these poses for merchandise tieins,<br />

newspaper features and news breaks are<br />

available on Mats SP-IA, SP-IB, SP-2A, SP-<br />

2B, and IC from National Screen. Two trailers,<br />

one in CinemaScope and the other in<br />

regular 2-D style, for your advance campaign,<br />

on order from National Screen. Banners,<br />

streamers, valances, auto bumper stripe and<br />

ushers' lapel badges, all in fluorescent satin,<br />

are also available on the film. For general<br />

distribution and co-op tieups, order your heralds<br />

from National Screen.<br />


Music: The seven popular songs featured in<br />

the CinemaScope production have been recorded<br />

by Mario Lanza in two RCA-Victor<br />

albums, one a 45 RPM extended play and<br />

the other a 12-inch LP. RCA-Victor has<br />

scheduled the following promotion in connection<br />

with these albums: window streamers<br />

for dealers; mailing of LP record to its "A"<br />

list of disk jockeys and the release of their<br />

Red Seal disk to other platter spinners and<br />

juke box operators and supplying dealer coop<br />

mats in three sizes. Contact should be<br />

made with local RCA-Victor dealers and<br />

distributors for display and promotional tieins,<br />

arrangements should be made for local<br />

disk jockeys to feature the music and tieups<br />

may also be made with other recordings of<br />

the Romberg music, released previously by<br />

MGM, Victor, Coral, Capitol, Columbia,<br />

Decca and Mercury. All seven songs, four<br />

composed by Romberg and three by Nicholas<br />

Brodszky, have been published by Harms<br />

Music, Inc., and contact should be made with<br />

local music stores for window and counter<br />

displays featuring the sheet music.<br />

Tie-in Tips: The picture's release coincides<br />

with the SOth anniversary of the<br />

operetta, and special programs of the<br />

music should be arranged as a salute to<br />

Romberg through local disk jockeys. Use<br />

a singing "Student Prince," dressed in<br />

colorful Heidelberg costume, as a street<br />

bally. In a number of cities and towns<br />

throughout the country an important segment<br />

of the population includes Germans<br />

and German-Americans. Use special promotion<br />

to publicize the picture's re-creation<br />

of Old Heidelberg, its students anil<br />

drinking songs. Smalt beer mugs, often<br />

carried by novelty, department or chain<br />

stores, can be attached to a card with appropriate<br />

copy and sent to mome critics<br />

and disk jockeys to further publicize the<br />

playdate.<br />

McKettrick -Williams Dresses: McKettrick-<br />

Williams have designed dresses inspired by<br />

those worn in the film by Ann Blyth, and over<br />

8,000 stores throughout the country will cooperate<br />

in tieups with the production. Black<br />

and white stills from the picture will be used<br />

in ads, window and counter displays, and<br />

fashion shows.<br />

Radio and TV Campaigns: A set of three TV<br />

cards, 20-second spot and a single 10-second<br />

spot, furnish call letters of the station and<br />

specify either slide or Telop with order. Two<br />

one-minute and two 15-second trailers for<br />

spotting on local TV programs, a teaser trailer<br />

and a regular TV trailer are available from<br />

local MGM exchanges. Prepared radio copy<br />

in the form of one minute live announcements,<br />

a half-minute live announcement, and 50 and<br />

35-vvord live announcements, are contained<br />

in the pressbook.<br />

•<br />

Accessories: A coaster, to be printed locally<br />

and distributed in bars, cocktail lounges, ice<br />

cream parlors and other recreation places, is<br />

available on Mat 2XA from National Screen.<br />

For the drawings and column by Wiley Padan,<br />

author of the syndicated feature "It's True,"<br />

on the "Student Prince" and its stars, Ann<br />

Blyth, Edmund Purdom and John Ericson,<br />

order Mat (2X) from National Screen. Special<br />

two color heralds, 11x17, with theatre<br />

imprint, are also available on the picture.<br />


UA<br />

Ulysse Nardin: A coast-to-coast contest sponsored<br />

by this company offers 50 watches<br />

valued at $7,000 as prizes for the best answers<br />

to the statement: "The most imusual<br />

event I was ever WITNESS TO . . ." Material<br />

including counter cards, a 40x30 lobby<br />

poster and special mailing cards carrying picture<br />

and star credits were contained in a kit<br />

sent to Ulysse Nardin dealers throughout the<br />

country. A special mat (4A) of the contest<br />

entry blank was also provided. For further<br />

information write Special Events Dept., UA<br />

Corp., 729 Seventh Ave., New York.<br />

Tie-in Tips: Contact local Ulysse Nardin<br />

dealers for their free display poster and<br />

arrange a lobby display of the watches<br />

to be awarded as prizes. Imprint locally<br />

entry blanks {Mat iA) and distribute via<br />

jewelers, lobby, mailing lists and on<br />

streets. Arrange cooperative newspaper<br />

ads and distribute postcard mailers of<br />

Barbara Stanwyck.<br />

Hollywood Bread: This tieup features Barbara<br />

Stanwyck's portrait in newspaper ads,<br />

coinciding with playdates on "Witness to<br />

Murder." Window streamers have been furnished<br />

to all dealers and contact should be<br />

made with them for displays and tie-in ads.<br />

Aquascutum: Tliis manufacturer of raincoats<br />

is sending a three-foot standee of Barbara<br />

Stanwyck, carrying picture credits and wearing<br />

their product, to dealers throughout the<br />

country. Contact local merchants lor tie-in<br />

advertisements and window displays.<br />

L&M Cigarets: A full page color ad in top<br />

national magazines pictures Barbara Stanwyck<br />

with full film credits. Cooperate with<br />

local dealers on window displays.<br />

Royal Jackson China: A photo of Barbara<br />

Stanwyck posed with this china service, sold<br />

in leading jewelry and department stores, is<br />

reproduced in 100,000 booklets in full color<br />

distributed nationally. Counter cards carrying<br />

the photo and picture credits will be provided<br />

dealers for window and store displays.<br />

Tie in with local outlets for promotions including<br />

a lobby display of the china.<br />

W&J Sloane: This furniture firm is cooperating<br />

on all playdates via window and store<br />

displays and sending material to their customers<br />

publicizing the picture. Contact local<br />

W&J Sloane stores for a variety of tieups.<br />

Accessories: A lobby record and radio spots<br />

on one disk contains 1-minute, 30-second and<br />

15-second announcements, available from the<br />

Exploitation Dept., UA Corp., 729 7th Ave.,<br />

New York. A Crime Quiz as a feature for local<br />

newspapers or as a throwaway teaser<br />

offers patrons the opportunity to play armchair<br />

detective.<br />

BOXOFFICE Showmiandiser :<br />

: May<br />

15, 1954 — 1G3 —

-SVER^Ac<br />



This chart records the pertormonce of current attractions in the opening week of their first runs in<br />

the 20 key cities checked. Pictures with fewer than five engagements are not listed. As new runs<br />

are reported, ratings ore added and averages revised. Computation is in terms of percentage in<br />

relation to normal grosses as determined by the theatre managers. With 100 per cent as<br />

"normal," the figures show the gross rating obove or below that mark.<br />

B\\fe°\<br />

^^ /'*°/7/lB


(Hollywood Office— Suite 219 at 6404 Hollywood Blvd.: Ivan Spear. Western Manager J<br />

Threat From Unions<br />

To Opening of 'Salt'<br />

HOLLYWOOD—The projected Thursday<br />

(20) local opening of the controversial "Salt<br />

of the Earth," produced by persons allegedly<br />

identified with the Communist party, may be<br />

freight-ed with fireworks. Both the AFL Central<br />

Labor Council and the Greater Los Angeles<br />

CIO Council took occasion this week to<br />

blast the film.<br />

At the same time the upcoming booking<br />

precipitated a complex inter-AFL situation<br />

inasmuch as lATSE projectionists, affiliated<br />

with the AFL, have a union contract with<br />

the Marcal Theatre, Hollywood Boulevard<br />

showcase, where "Salt" is slated to begin its<br />

run. The showcase was secured for the purpose<br />

from the owner of the property, Mark<br />

Hansen, by the M&S Theatre Corp., headed<br />

by Simon Lazarus, via a sublease thi'ough<br />

John Wolfberg, who has been operating the<br />

theatre for the past several months.<br />

No official lA policy anent "Salt" had been<br />

adopted as of the middle of the week, but<br />

Carl Cooper, lA vice-president, indicated the<br />

situation was being exhaustively explored to<br />

determine whether lA boothmen could legally<br />

refuse to handle the assignment in view of<br />

their contractual commitments.<br />

Currently running in New York and San<br />

Francisco, "Salt" was produced by Paul<br />

Jarrico, directed by Herbert Biberman and<br />

written by IVDchael Wilson, all of whom were<br />

characterized as "unfriendly" witnesses in appearances<br />

before the House Un-American<br />

Activities committee. Lazarus also was<br />

branded an "unfriendly" witness.<br />

* * *<br />

Continuing to wax hotter was the race for<br />

the presidency of the lATSE as Roy M.<br />

Brewer, former lA studio liaison and now an<br />

Allied Artists executive, disclosed he is taking<br />

a three-week leave of absence from his<br />

AA post to make a tour of lA locals throughout<br />

the country. Brewer said that on the<br />

basis of his findings during the junket he will<br />

decide definitely whether to become a candidate<br />

to oppose Richard F. Walsh, incumbent<br />

lA leader. He now claims support of more<br />

than 100 of the lA's 880 locals, latest to join<br />

the Brewer camp being Local 789, Cinetechnicians.<br />

New lA officers will be chosen early in<br />

August at the union's biennial convention in<br />

Cincinnati.<br />

Gottfried Reinhardt to Speak<br />

HOLLYWOOD—Gottfried Reinhardt, who<br />

recently left his post as an MGM director,<br />

was to speak at the Saturday (15) annual<br />

American Legion pilgrimage to Santa<br />

Cruz. Reinhardt's topic was "The Battlefields<br />

of Europe Today."<br />

Feldman and Wilder Due<br />

To Film 'Seven-Year Itch'<br />

HOLLYWOOD — "The Seven-Year Itch,"<br />

stage hit to which film rights were recently<br />

acquired by Charles Feldman, will be produced<br />

by him and Billy Wilder as a Cinema-<br />

Scope entry for 20th-Fox, it was announced<br />

jointly by Feldman and Darryl F. Zanuck,<br />

20th-Fox studio chief. It will star Marilyn<br />

Monroe and will be directed by Wilder. The<br />

play was written by George Axelrod.<br />

Meantime 20th-Fox reactivated another<br />

property, "Pink Tights," which had been<br />

scheduled as a Mom'oe starrer but was temporarily<br />

shelved when the actress balked at<br />

the assignment and was placed on suspension.<br />

This time around the Cinemascope musical<br />

will topline Sheree North, with Samuel G.<br />

Engel producing, and will go before the cameras<br />

this fall. Miss Monroe recently was removed<br />

from the suspension list and is now<br />

starring in "There's No Business Like Show<br />

Business."<br />

AFL Asks Solons to Talk<br />

Over 'Runaway' Filming<br />

HOLLYWOOD—Its continuing concern<br />

over so-called "runaway" production of films<br />

abroad by American companies was again<br />

manifested by the Hollywood AFL Film<br />

Council when the organization extended invitations<br />

to Senator Thomas H. Kuchel and<br />

Rep. Samuel W. Yorty to discuss the subject<br />

at some future council meeting. The council<br />

contends such overseas production is largely<br />

responsible for the picture making slowdown<br />

in Hollywood and the consequent dwindling<br />

of studio payi'olls.<br />

MEET THE PREXY—Arthur Freed, left,<br />

veteran MGM filmmaker, has been<br />

named new president of the Screen Producers<br />

Guild. He succeeds Carey Wilson,<br />

also of MGM, with whom Freed is shown<br />

here conferring on the SPG agenda for<br />

the coming year.<br />

Dore Schary Lectures<br />

On Responsibility<br />

HOLLYWOOD—"Motion pictures must<br />

educate and inform, as well as entertain,"<br />

Dore Schary, MGM vice-president and studio<br />

head, declared when he delivered the 17th<br />

annual William Snyder lecture before some<br />

1,500 educators, civic leaders and students<br />

at Los Angeles city college. Schary, whose<br />

topic was "Executive Responsibility: A Case<br />

History," noted that the success of any motion<br />

picture has nothing to do with any of<br />

the dimensions or color processes, but is related<br />

only to the queries, "Who's in it,"<br />

"What's it about" and "How well is it done?"<br />

"An executive in any field is a happier<br />

man," said Schary, "and a less frightened<br />

man, if he adopts the attitude of 'let the<br />

competition worry about what I'm going<br />

to do,' rather than worry about what his<br />

competition plans to do or is doing."<br />

•- * *<br />

Roy M. Brewer, Allied Artists executive<br />

and former lATSE studio liaison executive,<br />

has been re-elected president of the Motion<br />

Picture Alliance for the Preservation of<br />

American Ideals, with other officers including:<br />

Charles Coburn<br />

Cedric Gibbons<br />

Ward<br />

Kane<br />

Bond<br />

Richmond<br />

Charles Cane.<br />

of committee:<br />

Mabel<br />

Members<br />

Walker Willebrandt<br />

the executive<br />

Borden Chase<br />

Cliff Lyons<br />

Ralph Clare<br />

Tom MacLeod<br />

Robert Arthur<br />

John Lee Mahin<br />

Phil Benjamin<br />

Knox Manning<br />

Mortin Berkeley<br />

Ben Martinez<br />

G. Ralph Bronton Adolphe Menjou<br />

Gary Cooper<br />

Alan Mowbray<br />

Cecil B. DeMille<br />

Richard Powers<br />

Irene Dunne<br />

LeRoy Prinz<br />

John Ford<br />

Mike Rosenberg<br />

Clark Gable<br />

Morrie Ryskind<br />

Leon Gordon<br />

Robert Taylor<br />

Richard H. Gordon<br />

Dimitri Tiomkin<br />

B. B. Kahone<br />

Joseph Tuohy<br />

Lew Landers<br />

John Wayne.<br />

Gunther Lessing<br />

A plaque naming her Mother of the Year<br />

was presented Esther Williams, MGM's swimming<br />

star, by the Save-a-ChUd Guild of the<br />

Mount Sinai hospital and clinic.<br />

» * *<br />

Piper Laurie, Universal-International contractee,<br />

has been named Miss CivU Defense<br />

week of Hollywood and participated with<br />

Sheriff Eugene BiscaUuz on Monday (10) in<br />

dedicating the Hollywood civil defense headquarters<br />

at the sheriff's substation.<br />

Fire Damages Studio<br />

HOLLYWOOD—Damage estimated at more<br />

than $200,000 was caused when a fire of<br />

undetermined origin destroyed the lumber<br />

mill and two generators at the General Service<br />

studios, a rental lot now devoted primarily<br />

to telefilm production.<br />


: May<br />

15, 1954 45-

Blurbers<br />


Independent<br />

Services were held Saturday (8) for WALTER E.<br />

KLINE, pioneer public relotions counselor, who had<br />

been active in Hollywood since 1918.<br />

The LOU SMITH-AL HORWITS publicity-public relations<br />

firm is being dissolved, effective June I, with<br />

Smith to retain the company's present offices and<br />

Horwits, formerly with Universal-International, planning<br />

to hang out his own shingle.<br />

Cleffers<br />

Allied<br />

Artists<br />

Set OS music director on 'Wonted by the F.B.I<br />

was EDWARD J. KAY.<br />

Meggers<br />

Allied Artists<br />

FORD BEEBE will produce ond direct "Killer<br />

Leopard." next in the Bomba series starring Johnny<br />

Sheffield, which is being geared to start late this<br />

month.<br />

Metro-Goldwyn-Mayer<br />

ARTHUR FREED will produce "Fair Weather," on<br />

originol romantic comedy by Betty Comden ond<br />

Adolph Green, as a starring vehicle for Gene Kelly.<br />

20th Century-Fox<br />

JEAN NEGULE5C0 was signed to a new tour-year<br />

exclusive directorial pact, under which his first ossignment<br />

will be the Cnarles Brockett production,<br />

"A Woman's World."<br />

Universal-International<br />

Maureen O'Hara's upcoming starrer, "Lady Godivo<br />

will be directed by RUDY MATE. The<br />

of Coventry,<br />

"<br />

Technicolor film is a Robert Arthur production.<br />

Warner Bros.<br />

LESLEY SELANDER has been pacted to direct<br />

"Toll Man Riding," film verison of a story by Norman<br />

A. Fox, which will stor Randolph Scott.<br />

Options<br />

Allied<br />

Artists<br />

LAURETTE LUEZ will enoct the femme lead in<br />

"Jungle Gents," upcoming Bowery Boys comedy, to<br />

be produced by Ben Schwolb. Cast additions were<br />



Columbia<br />

Set to team with Judy Holliday, Jack Carson and<br />

Jack Lemmon in "Phffft," romantic comedy being<br />

produced by Fred Kohlmar, was KIM NOVAK. The<br />

picture IS being megged by Mark Robson.<br />

S^cecuiu^e<br />

Ea.sl: David A. Lipton, Universal-International<br />

vice-president in charge of advertising<br />

and publicity, planed out for New York<br />

for home office conferences to be followed<br />

by a swing around the company's foreign<br />

exchanges in Europe.<br />

* * *<br />

West: Robert W. Coyne, counsel for<br />

COMPO, checked in from New York on a<br />

brief<br />

business trip.<br />

* • •<br />

East: Loren L. Ryder, Paramount studio<br />

engineering-recording chief, took off for<br />

London to set up a series of demonstrations<br />

of the company's new wide-screen Vista-<br />

Vision process. Meantime Dick Harmel, an<br />

executive of the Schlesinger circuit in South<br />

Africa, arrived from Johannesburg for a<br />

gander at the VistaVision system.<br />

* * «<br />

West: George D. Burrows, Allied Artists<br />

vice-president and treasurer, returned from<br />

Independent<br />

Booked to share the stellar honors with Ida<br />

Lupino in Filmokers' "Privote Hell 36" were STEVE<br />


Rolling early next month, the film will be directed<br />

by Don Siegel.<br />

Metro-Goldwyn-Mayer<br />

Handed a new long-term contract was KEENAN<br />

WYNN, who has appeared in 40 of the studio's<br />

films during his 12-year tenure.<br />

WALTER PIDGEON will portray J. J. Shubert, noted<br />

stoge impresario, in "Deep in My Heart." the musical<br />

biography of composer Sigmund Romberg, starring<br />

Jose Ferrer. The Roger Edens production is being<br />

directed by Stanley Donen.<br />

TAINA ELG, Finnish ballerina recently inked to o<br />

term contract, has been cast in "The Prodigal,"<br />

upcoming Biblical dromo starring Edmund Purdom,<br />

which Charles Schnee will produce.<br />

VICTOR McLAGLEN has joined the stellar cost,<br />

headed by Robert Taylor and Eleanor Porker, in<br />

"Many Rivers to Cross," frontier drama to be<br />

directed by Roy Rowland for Producer Jack Cummings.<br />

Paramount<br />

Productions to screenplay "The Comedian," from the<br />

magazine novelette by Ernest Lehman, which will<br />

be the first in a planned series of pictures to be<br />

mode by Gloss.<br />

Warwick Productions, headed by Irving Allen and<br />

A. R. Broccoli, inked RICHARD MAIBAUM to write<br />

the screenplay for "Zark Khan," from an adventure<br />

novel by J. P. Bevan.<br />

Universal-International<br />

"1980," a science-fiction original by Harry Essex,<br />

will be screenployed by EDWARD G. O'CALLAGHAN.<br />

It will be produced by Sam Marx.<br />

Warner Bros.<br />

DUDLEY NICHOLS will pen "Lewis ond Clark," the<br />

historical opus which will be produced in the Cinerama<br />

wide-screen process.<br />

Story Buys<br />

Handed a featured role in "Run for Cover," o<br />

Pine-Thomas western in VistaVision and Technicolor, ni i .<br />

n<br />

was GRANT WITHERS, now freelancing after 11 1 eCjIIllCCIllV<br />

years under term contract to Republic. The picture, *<br />

being megged by Nicholas Ray, stars James Cogney,<br />

Viveca Lindfors and John Derek.<br />

RKO Radio<br />

THOMAS GOMEZ will portray a Mongol ruler in<br />

"The Conqueror," the upcoming John Wayne-Susan<br />

Hoyward starrer, to be produced and directed by<br />

Dick Powell.<br />

Universal-International<br />

Honded a character role in "Destry" wos EDGAR<br />


Warner Bros.<br />

SARA SELBY drew a character part in "Battle<br />

Cry," the CinemaScope picturization of the World<br />

War II novel by Leon Uris, which Rooul Walsh is<br />

directing with o cast headed by ^/on Heflin, Nancy<br />

Olson and Aldo Ray. Added to the cost was KAY<br />

STEWART.<br />

DORIS DAY and FRANK SINATRA will be starred<br />

in "Young at Heart," a romantic musical deriving<br />

Its title from the hit recording made by Sinatra,<br />

In CinemaScope and WarnerColor, the picture has<br />

been set as a Henry Blanke production, with Gordon<br />

Douglas to direct.<br />

RAYMOND MASSEY will have one of the starring<br />

roles with Julie Horns and James Dean in "East of<br />

Eden," based on the John Steinbeck novel, which<br />

Elia Kazan will produce and direct.<br />

Scripters<br />

Independent<br />

RICHARD COLLINS was signed by George Gloss<br />

^^laoe/e^<br />

a ten-week stay in Gotham on business.<br />

*<br />

West: Roy O. Disney, president of Walt<br />

Disney Productions, checked into the studio<br />

after a series of eastern conferences<br />

* * •<br />

East: Producer David Rose and director<br />

Edward Dmytryk planed out for London<br />

to scout locations for "The End of the Affair,"<br />

which Rose's Coronado Productions<br />

will make for Columbia release.<br />

* • «<br />

West: Don Hartman, Paramount executive<br />

producer, returned to his studio after<br />

a five-week European tour, during which<br />

he conferred with the company's foreign<br />

managers and leading exhibitors.<br />

* * •<br />

East: Wolfe Cohen, president of Warner<br />

International, arrived from Tokyo and spent<br />

a day in conference at the studio before returning<br />

to his headquarters in Manhattan.<br />

Independent<br />

The Filmokers Co. purchased "Mad at the World,"<br />

on original by Harry Essex dealing with contemporary<br />

luvenile delinquency, and signed Essex to script and<br />

direct the property.<br />

Frank P. Rosenberg Productions acquired the screen<br />

rights to Ben Hecht's short story, "Miracle in the<br />

Rain," and Hecht has been inked to draft the<br />

screenplay.<br />

Actor Sterling Hoyden purchased "Mad Anthony,"<br />

original by Frederick Johnston, os a starring vehicle<br />

for himself. It deals with the Revolutionary War<br />

exploits of Moj.-Gen. Anthony Wayne.<br />

Allied Artists<br />

Crew assembled for "Jungle Gents" includes ALLEN<br />

K. WOOD, production manager; AUSTEN JEWELL,<br />

assistant director; DAVID MILTON, ort director, and<br />

HARRY NEUMANN, cameramon.<br />

Independent<br />

JOSEPH WRIGHT was set as art director on the<br />

Magno-Todd-AO production, "Oklahoma!"<br />

RKO Radio<br />

"The Conqueror" will be photographed by WIL-<br />


Universal-International<br />

An assistant art director for the past two years,<br />

BILL NEWBERRY has been promoted to a full art<br />

director's status.<br />

Warner Bros.<br />

GABRIEL SCOGNAMILLO will be the art director<br />

on "Strange Lady in Town." RUSS SAUNDERS will<br />

be the assistant director.<br />

Title<br />

Changes<br />

Paramount<br />

"The Ruby Virgin" to HELL'S ISLAND.<br />

HCC Decides to Shun<br />

Fund-Raising Activities<br />

HOLLYWOOD—As a means of avoiding<br />

public confusion over the relative functions<br />

of the Hollywood Coordinating Committee<br />

and Theatre Authority, the HCC has eliminated<br />

from its agenda any connection with<br />

benefits or other events in which the purpose<br />

is direct fund-raising. George Murphy, HCC<br />

president, said the move was designed to<br />

eUminate the "growing impression" that approval<br />

of a benefit by Theatre Authority<br />

"implied a commitment" by the HCC to deliver<br />

the artists.<br />

The HCC's function. Murphy emphasized,<br />

"is to clear- talent for patriotic and public<br />

service events where there is no sale of<br />

tickets and no money is collected."<br />

Pine and Thomas Ready<br />

To Start 'Hell's Island'<br />

HOLLYWOOD — Producers William Pine<br />

and William Thomas have added "Hell's Island,"<br />

an adventure drama starring John<br />

Payne and Mary Murphy, to their slate for<br />

Paramount. With Phil Karlson directing, the<br />

Technicolor-VistaVision subject will roll early<br />

in June.<br />

46 BOXOFFICE :<br />

: May<br />

15, 1954

—<br />

"<br />

Angels Theatre Burns;<br />

Interior Total Loss<br />

ANGELS CAMP, CALIF.—Fire of undetermined<br />

origin gutted the interior of the<br />

Angels Theatre here recently, just after the<br />

theatre doors were opened and within one<br />

minute of the time the projectors were to be<br />

started for the evening show.<br />

The fire first was discovered by Mel De-<br />

Lay, local police officer who was attending<br />

the theatre with his wife. He turned in the<br />

alarm, then sought out Ernie Durham, theatre<br />

manager, and with him directed patrons<br />

outside the building. There was no panic.<br />

About 55 persons were in the building at<br />

the time. Another theatre patron said he<br />

saw a bit of fire drop from the ceiling over<br />

the stage. He said he thought it would be put<br />

out easily, but suddenly the curtains caught<br />

fire.<br />

The theatre is owned and operated by<br />

Robert Patton, who also operates a house in<br />

Sonora and one in San Andreas.<br />

"All programs will be rescheduled," Patton<br />

said, "and the Calaveras Theatre in<br />

San Andreas will be open six nights a week,<br />

effective immediately."<br />

Within five minutes after discovery of the<br />

fire, flames belched out the main entrance<br />

doors with a speed which filled the vestibule<br />

with flame. Every inch of the interior<br />

was charred and all seats were destroyed.<br />

Fire department officials were amazed at<br />

the speed with which the flames engulfed<br />

the building. John Lamb, former chief of<br />

police, suffered burns on both hands when<br />

he and Ernest Durham, manager, were<br />

caught by flaming falling draperies on the<br />

stage. Another fireman suffered minor injuries<br />

when thrown from the truck and<br />

Fire Chief Jack Twisselman was overcome<br />

by smoke.<br />

Extent of damage to the building was undetermined.<br />

Former MGM Producers<br />

Join Television Series<br />

HOLLYWOOD—Two former MGM producers.<br />

Z. Wayne Griffin and Leon Gordon,<br />

have been recruited by Revue Productions<br />

to function as supervisors in charge of the<br />

new General Electric video series, of which<br />

Ronald Reagan will be the master of ceremonies.<br />

The programs, part live and part<br />

film, are slotted for CBS beginning in September.<br />

While with MGM, Griffin produced a pair<br />

of Clark Gable starrers, "Key to the City"<br />

and "Lone Star," while Gordon turned out.<br />

among others, "Kim" and "The Green Years."<br />

Ready to Process CS<br />

HOLLYWOOD—Installation of facilities for<br />

processing and printing CinemaScope has<br />

been completed in Pathe's west coast laboratories,<br />

it was disclosed by O. W. Murray, vicepresident.<br />

Similar equipment has been in<br />

operation in Pathe's New York plant for<br />

some time.<br />

Railroad TV Series Planned<br />

HOLLYWOOD—Video rights to the files<br />

of railroad special agents have been secured<br />

by Al C. Ward, writer-producer, from the<br />

Ass'n of American Railroads. Ward is now<br />

preparing a TV series based on this material.<br />

veal what magi of the film trade first<br />

opined that "there's nothing wrong<br />

with this business that good pictures will not<br />

cure." Although that observation, through<br />

constant usage down through the years, has<br />

assumed apocryphal proportions, it also was<br />

much like Mark Twain's weather—everybody<br />

talked but did nothing about it.<br />

Not until comparatively recently, that is.<br />

If product now in distribution, as well<br />

as that approaching release, and the announced<br />

intentions of Hollywood's ranking<br />

film makers are criterion, there is irrefutable<br />

testimony that industry brass is beginning<br />

to believe in the potency of the<br />

above-mentioned cure, and are definitely<br />

doing something about it. The swing toward<br />

such highly necessary action has been in<br />

evidence for some time, and the month of<br />

April brought it into sharp focus.<br />

During Easter Week, for example, in Los<br />

Angeles—and in many other key cities<br />

were simultaneously released three outstanding<br />

features, 20th Century-Fox's "Night<br />

People," Metro-Goldwyn-Mayer's "Executive<br />

Suite" and Paramount's "Knock on Wood."<br />

A brief look at the record establishes how<br />

excellent is that trio, as concerns critical<br />

acclaim, favorable fan reactions and, most<br />

importantly, profitable patronage.<br />

Of the three, "Knock on Wood"—starring<br />

Danny Kaye and made independently under<br />

the Dena Productions banner by Kaye in<br />

association with Norman Panama and Melvin<br />

Frank—hit the highest opening figure, a<br />

hefty 250 per cent of normal business. It is<br />

now in its sixth week, and still going strong.<br />

"Executive Suite" and "Night People" both<br />

opened simultaneously in the Los Angeles<br />

sector a few days following the "Knock on<br />

Wood" bow. In their respective first stanzas,<br />

the former finished with an impressive 180<br />

per cent estimate, the latter collaring a<br />

smash 200 per cent. "Suite," an all-star<br />

treatment of the best-selling novel about<br />

big business, had a highly successful fourweek<br />

run; "Night People," the Gregory Peck<br />

starrer, has just begun its fifth week and<br />

from all indications will be held over for<br />

some time to come.<br />

Nor is there any indication that the torrid<br />

threesome can be considered a flash in the<br />

pan. Among the finished film unfurled for<br />

previewing: during April, and still to be released,<br />

was a number of comparable excellence<br />

and financial promise. Among them:<br />

Warners' science- fiction thriller, "Them!",<br />

20th-Fox's new CinemaScoper, "River of No<br />

Return," Universal-International's "Magnificent<br />

Obsession," Warners' "Dial M for Murder"<br />

and "The High and the Mighty," produced<br />

by Wayne-Fellows for release through<br />

this company, and Paramount's new Martin<br />

and Lewis comedy, "Living It Up."<br />

Still more exciting as regards what Hollywood<br />

has in store for theatre operators is<br />

the impressive and masterfully produced<br />

trailer, "The New Look at Warner Bros.,"<br />

which was recently unreeled at special showings<br />

for exhibitors and press members in 32<br />

key U.S. cities. Filmed in CinemaScope and<br />

WamerColor, the short outlined the company's<br />

present stockpile of completed celluloid<br />

and its future production plans, and<br />

featured a screen appearance by Jack L.<br />

Warner, executive producer, who waxed understandably<br />

enthusiastic over the outlook<br />

for the future.<br />

Assembled for the trailer was footage from<br />

such upcoming releases as "The Command,"<br />

"Ring of Fear," "A Star Is Born," "King<br />

Richard and the Crusaders" and "Battle Cry,"<br />

while Warner—emphasizing his conviction<br />

that "great books, great plays and great<br />

stories make great motion pictures"—cited<br />

more than a dozen properties now in preparation<br />

which had their genesis in novels,<br />

stage successes and screen originals. Said<br />

the studio chieftain:<br />

"We have confidence in the future of motion<br />

pictures. Our program consists of the<br />

greatest effort we have ever undertaken.<br />

Yes, we have confidence, or we would not<br />

at this time be making the most important<br />

and the highest budgeted productions in the<br />

history of our company."<br />

Brave words, those, encouraging words,<br />

stimulating words. But a gander at "The<br />

New Look at Warner Bros.," plus due consideration<br />

for past and current performances<br />

by their Burbank bailiwick, establish them<br />

as far from hollow words.<br />

Verily, the oft-prescribed cure is in the<br />

process of being applied. And if application<br />

in its present form doesn't wean the socalled<br />

lost audience away from its television<br />

sets, nothing will.<br />

Block 11' . . .in the current<br />

John Flinn, Allied Artists' Achillean adjective-agitator<br />

enthusiastically relates the<br />

given . . . Walter Wanger's<br />

"High praise . . .<br />

. . . 'Riot in Cell<br />

issue of The Prison Journal, issued semiannually<br />

by the Pennsylvania Prison Society."<br />

Undoubtedly such favorable reaction would<br />

sell a lot of tickets if the lads who read<br />

it could rush right out and buy them—and<br />

don't think they wouldn't like<br />

Shocking intelligence from Howard Strickling's<br />

rover boys that "Esther Williams steps<br />

out of her bathing suit . . . for . . . number<br />

in MGM's 'Deep in My Heart.'<br />

Even code-defying Howard Hughes never<br />

dared to try this routine.<br />

At hand is intelligence from Teet Carle<br />

that 'Pauline Kessinger, Paramount commissary<br />

manager, returns to her duties . . .<br />

after an extended illness."<br />

Ptomaine, perchance?<br />

Hardly had Paramount scheduled "The<br />

Ruby Virgin" as a forthcoming action melodrama<br />

when the studio's title-tinkers<br />

switched its tag to "Hell's Island."<br />

Possibly the change was made in the belief<br />

that Senator McCarthy wouldn't like<br />

the former handle—the color, not the state<br />

of being, that is.<br />

to.<br />

BOXOFnCE :<br />

: May<br />

15, 1954 47

Los Angeles First Spot to 'River LOS ANGELES<br />

With Resounding 200 Per Cent<br />

LOS ANGELES—That outdoor action<br />

fare<br />

is still a prime favorite with the cash customers<br />

was again demonstrated when two<br />

such entries, "River of No Return" and<br />

"Johnny Guitar," finished in the No. 1 and 2<br />

spots, respectively, among local first run<br />

bookings. "River" hit a resounding 200 per<br />

cent and "Guitar" wasn't far behind with<br />

175.<br />

I<br />

Average Is 100)<br />

Chinese— River of No Return (20th-Fox) 200<br />

Egyption, Stote— Executive Suite (MGM); Blockout<br />

(LP), 4th wk 75<br />

El Rey—One Summer of Hoppiness (Fovonte),<br />

I2fh wk 60<br />

Fine Arts—Genevieve (U-l). 5th wk 85<br />

Four Star—Rhapsody (MGM), 6th wk 140<br />

Fox Wilshire—Night People (20th-Fox), 4th wk.. 90<br />

Hillstreet, Pontages—The Cornivol Story (RKO);<br />

The Soinf's Girl Fridoy (RKO), 3rd wk. . 100<br />

Hollywood, Downtown Poramounts—A Girl for<br />

Joe (WB); Guy With o Grin (WB), reissues.... 75<br />

Orpheum, Fox Hollywood, Uptown— Drive o<br />

Croaked Road iCol); BaMIe of Rogue River (Col) 90<br />

United Artists—We Want a Child (LP), 2nd wk.. . 75<br />

Vagabond—The immortal City (Cappi), 4th wk.. 90<br />

Warners Downtown, Wiltern, Vogue—Johnny<br />

Guitar (Rep), The Sun Shines Bright (Rep) 175<br />

Warners Beverly—Knock on Wood (Para),<br />

5th wk<br />

130<br />

Warners Hollywood—This Is Cinerama<br />

(Cinerama), 54th wk 95<br />

Jane Russell's Trench Line'<br />

Attracts Frisco Patrons<br />

SAN FRANCISCO—Jane Russell and<br />

"The French Line" came through to win top<br />

honors for the week with a barometer read-<br />


'always/ about it with A<br />

COODl<br />

ALWAYS<br />


1327 S. Wakuk - Ckicni. IH- 130 NItIt An. Nm Yirk, N. T.<br />



HOMES CO.<br />



Ph. PR. 4-3275 KE. 1374<br />

274S-S.E. 82nd Portland «6, Ore.<br />

ing high of 150 per cent, in its first week<br />

at the United Artists Theatre.<br />

Fox—Night People (20th-Fox) 110<br />

Golden Gate—Carnival Story (RKO); Saints

DENVER<br />

. . Joe Stone,<br />

. . . Joseph B. Scully,<br />

\T J. Dug:aii, 20th-Fox manager, and Robert<br />

Garland, Fox Intermountain executive,<br />

went to New York to attend the Skouras<br />

conference on Cinemascope .<br />

National Theatre Supply manager, went to<br />

Great Falls to attend the Montana Exhibitors<br />

Ass'n convention<br />

Republic auditor, completed his work at the<br />

local exchange and returned to New York<br />

. . . Harold Green, Columbia manager in<br />

Salt Lake City, was in on a sales trip.<br />

Herb Mclntire, RKO division manager,<br />

conferred with Marvin Goldfarb, local manager,<br />

and Al Kolitz, district manager .<br />

. .<br />

Parke Agnew, RKO home office representative,<br />

is spending a couple of weeks in the<br />

territory calling on theatres . . . Edward and<br />

Caroline Lewis of the Peerless, Holyoke,<br />

Colo., are the parents of a baby girl.<br />

Hall Baetz, former district manager for<br />

Pox Intermountain here, was in from Seattle<br />

for the opening of the new Centre, and revealed<br />

that he is going into the theatre business<br />

on his own in Seattle.<br />

. . Ruth<br />

Paulette Goedert, secretary to the manager<br />

at the RKO exchange, is engaged .<br />

Morris, Paramount picture report clerk, is<br />

spending her vacation in Toledo.<br />

Filmrow visitors: C. E. McLaughlin, Las<br />

Animas; Mr. and Mrs. Don Monson and Mr.<br />

and Mrs. M. L. McFarland, Rifle; Dorrance<br />

Schmidt, Bridgeport; Glenn Wittstruck,<br />

Meeker; Claude Graves, Boulder; Lyle Myers,<br />

Yuma; Lloyd Greve, Eagle; Frank Burdick,<br />

Moorcraft, Mont., and Paul Cory. Basin, Wyo.<br />


Jay Robinson, 20th-Fox actor who plays Caligula<br />

in "The Robe" and in the forthcoming<br />

sequel, "Demetrius and the Gladiators," was<br />

to appear here on the 17th and 18th. Oscar<br />

Nyberg, Oriental manager in charge of the<br />

Robinson appearances, set up a busy schedule<br />

which includes personal appearances at<br />

schools and before civic groups followed by<br />

a dinner with cast members of "Mr. Roberts,"<br />

current civic theatre production.<br />

Joe Longo, RKO representative, conferred<br />

with Dick Lange, RKO manager, on "Pinocchio,"<br />

booked for a June date at J. J. Parker's<br />

Broadway. A Disney animator will be in the<br />

area to lecture and discuss the Disney technique<br />

at schools and before civic groups. The<br />

promotion wUl cover the local metropolitan<br />

area as well as Vancouver, Longview, The<br />

Dalles, Pendleton, Eugene, Corvallis, Roseburg<br />

and other cities in Oregon and southwestern<br />

Washington.<br />

"Martin Luther" will open at the suburban<br />

Irvlngton Theatre May 26. The Irvington is<br />

one of the few theatres in the country to admit<br />

children under 12 years of age free when<br />

accompanied by their parents.<br />

Films 'Harry Tracy' for TV<br />

HOLLYWOOD—Cameras began turning on<br />

"Harry Ti-acy," 19th in Studio City Television<br />

Productions' "Stories of the Century"<br />

series, with Steve Brodie in the title role.<br />

William Witney directs and Edward J. White<br />

produces for Republic's video subsidiary.<br />

OFFICE PARTY—Personnel of the Columbia exchange in Los Angeles help Mary<br />

Benjamin, standing at center, celebrate 25 years of uninterrupted service as office<br />

clerk. The cake which Mary is poised to cut contained—unknown to her—25 silver<br />

dollars as a small token of the staff's esteem.<br />

Lee Theatres Opens<br />

Wadsworth Airer<br />

DENVER—The new Wadsworth, yeararound<br />

drive-in, walk-in theatre, with a<br />

capacity of 1,000 cars and 600 walk-ins,<br />

opened Saturday night to a packed house.<br />

It is one of the two drive-ins here that is<br />

Cinemascope equipped. The screen is 103x69<br />

feet, and as far as is known here, the largest<br />

yet made without a seam. It is a new type<br />

of installation. The basic coat of Gunite,<br />

sprayed on the finished surface, consists of<br />

aggregate and white cement.<br />

The opening night capacity crowd also<br />

made good use of the cafeteria-type snack<br />

bar with stainless steel counters and all<br />

types of steam and fry tables, including<br />

ovens for "pizza." The counter accommodates<br />

four lines of patrons, with four cashiers.<br />

Above the indoor theatre and snack bar is<br />

a three-bedroom apartment for LeRoy Ramsey,<br />

manager, and his family. The projection<br />

booth adjoins the penthouse, and is equipped<br />

for Cinemascope and stereophonic sound.<br />

L. K. Lee, president of Lee Theatres,<br />

builder of the drive-in, came to Denver in<br />

1945 from Oklahoma in a 1936 auto, very<br />

little money, but with a dream of a theatre<br />

very much like the Wadsworth. His first<br />

business venture in Colorado was a partnership<br />

in the Arvada (Colo.) Theatre. He<br />

built the Motorena Drive-In in Greeley in<br />

1949, and also had a hand in building a<br />

drive-in at Torrington, Wyo. He was a partner<br />

in the Kar-Vu at Brighton, which was<br />

sold. Next he built the Monaco Drive-In,<br />

which is the only drive-in within the Denver<br />

city limits, and now serves also as the headquarters<br />

for the Lee Theatres. Lee Theatres<br />

also has two drive-ins at Colorado Springs.<br />

LeRoy Ramsey, for several years manager<br />

of the Tower, Denver, is the manager of<br />

the new Wadsworth.<br />

TV Series for Jon Hall<br />

HOLLYWOOD—Jon Hall has inked a<br />

new<br />

two-year ticket with Television Programs of<br />

America under which he will star in 204<br />

more episodes of the "Ramar of the Jungle"<br />

series.<br />

Cameo Theatre Renovated<br />

TACOMA, WASH.—The Cameo Theatre<br />

has completed renovation work, including<br />

reconstruction of the concessions stand and<br />

installation of a refreshment bar. Color<br />

scheme throughout the lobby marquee is In<br />

coral and charcoal grey. Stairs leading from<br />

the main floor to the balcony are now within<br />

the doors from the lobby, eliminating the<br />

old entrance from the foyer.<br />

has been installed off the lobby.<br />

A new restroom<br />

Preminger Signs RKO Space<br />

HOLLYWOOD—Shooting space has been<br />

secured at RKO by Otto Preminger's Carlyle<br />

Productions for the lensing of "Carmen<br />

Jones," Cinemascope film version of the<br />

Broadway stage hit which Preminger will<br />

produce and direct for 20th-Fox release.<br />

Pearl Bailey has been set for one of the<br />

key roles.<br />

a screen game,<br />

i<br />

HOLLYWOOD fakes top<br />

honors. As a box-office attroction,<br />

it is without equoL It hos<br />

been a favorite with theatre goers for<br />

over 15 years. Write today for complete details.<br />

Be sure to give seating or car capacity.<br />


831 South Wobaili Av*nu* • Chicago S, llllnoll<br />


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and fair dealing. 30 years experience including<br />

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or our customers. Know your broker.<br />

ARTHUR LEAK Theatre Specialists<br />

3305 Caruth. Dallas, Texas<br />

Telephones EM 0238 - EM 7489<br />


BOXOFFICE :: May 15, 1954 49

. . . Howard<br />

. . Emil<br />

. . Fred<br />

.<br />

.<br />

"<br />


fhe Hanlon Theatre In Vallejo was destroyed<br />

by fire last week with damages Facilities for 3-D and Cinemascope will be<br />

at the Parks air force base in Pleasanton.<br />

of more than $100,000. No one was present added in the near future . . . Ruth Hussey<br />

when the fire started in the balcony from and Gene Lockhart starred in the dramatic<br />

either a cigaret or defective wiring, and presentation, "Mother of All," as part of the<br />

burned to the ground.<br />

national Franciscan Marian Congress. Others<br />

who appeared in the show were Kathleen<br />

Lockhart, Cameron Mitchell and Paul<br />

George A. Oppen, well known San Francisco<br />

philanthropist realtor and former theatre<br />

chain operator, died recently in Monte<br />

Picerni.<br />

Carlo, according to word received here by Gordon Allen, bos.^man at the Motor<br />

his daughter. He owned theatre property Movies in Hayward, has come up with a sensational<br />

throughout California and once was<br />

promotion. May 25th is the day<br />

president<br />

of the L&O circuit.<br />

a free Chevrolet, free, admission and free<br />

entertainment, featuring performers from a<br />

A 1,000-seat theatre was officially opened local radio station. All Gordon asks of his<br />

Says Mrs. "QUALITY OF YOUR<br />


President, W. A. Simons<br />

Amusement Company IS OUTSTANDING<br />

Missoulo, Montana<br />

/>^ivi^sbmbnt^^^^^; MONT*NA<br />

UTAH<br />

Unit*'' *^ i!,tte Street<br />

2UW9 Cbf,;f 8, Ml^^°^^'<br />

Kansas fansas City ^^"^ m ^f led<br />

Z<br />

you're --ir-^ber.£rvorc^n-.fer<br />

of a '^°" _.,,tv -'•<br />

„,^st of all, **^t/t,hotoRraphy'<br />

m f<br />

^^ -rofof -a sound ^^^,,3te<br />

^^=°"'' ' „on<br />

Third, fMf/ons act u.on ,,,i «s<br />

acceptance i%vf/3 ^„essa.es.<br />

—<br />

patrons is that they be present and come<br />

early. Everything is for free.<br />

Carol Nathan, who sold his Marine and<br />

El Presidio theatres in 1951 and moved to<br />

Los Angeles, is convalescing after an operation.<br />

The Nathans soon will celebrate their<br />

44th wedding anniversary in the new home<br />

they have Just purchased in Cheviot Hills.<br />

Schulz, Ackerman-Roesner circuit,<br />

was wearing a most attractive necktie<br />

. . . Emanuel Giannaros, Clovis Theatre,<br />

was on the Row.<br />

The Variety Club moved to its new location,<br />

176 Golden Gate Ave., last week. The<br />

open-house celebration was so lively someone<br />

notified the fire department. Firemen<br />

went throughout the club hunting for the<br />

fire but went away satisfied that "the joint<br />

was Just jumping" . . . Julian Harvey was in<br />

town from the Village, Sacramento, after<br />

installing stereophonic sound and Cinema-<br />

Scope and, according to Julian, "all the<br />

various scopes to bring my theatre up to<br />

the minute in theatre presentation."<br />

"Buck Camp, here we come on May 29,"<br />

is the slogan of many of the theatremen.<br />

About 20 exhibitors will join Rodda Harvey<br />

at his Buck Camp for a bit of fishing and<br />

fun. Incidentally, Rodda, the Buck camp<br />

king, is now busy in Sacramento valley<br />

stretching drive-in screens like accordians.<br />

Venn Stewart was vacationing from the<br />

cashier department at Warner Brothers . . .<br />

Henry Herbel, WB west coast manager, was<br />

along the Row . Palermo, accom-<br />

. . .<br />

panied by his secretary Ruth Clark, was<br />

doing bit of booking and buying . . The<br />

a<br />

.<br />

Rio at Monte Rio will be taken over by Arch<br />

Booking and Buying as of May 29. The<br />

house was booked by Ed Rowden<br />

Sunset Theatre in Riverdale was closed<br />

again.<br />

Tony Bautista, Star Theatre at Gonzales,<br />

was in on business . Dixon of United<br />

California Theatres is now booking for the<br />

United Artists theatres in San Jose, Berkeley<br />

and Richmond; the Varsity in Palo<br />

Alto and the Alhambra in Sacramento . . .<br />

S. L. Kirby, Ponderosa Pines Theatre, Bass<br />

Lake, and Bill Wagner of Antioch were in.<br />

Vogue here will present the west coast<br />

premiere of "Golden Coach" about May<br />

26. The campaign is now being set up by Norman<br />

Dorn, publicist for San Francisco Theatres.<br />

sf;dkr3s.'.» -^ :;r:<br />

due to tn« g^^cereiy 7°<br />

Edna *il-<br />

^<br />

Mel Klein, Columbia, was seen rushing<br />

down the avenue and looking fit as the proverbial<br />

fiddle . . . Joe Brandy jr., assistant<br />

.shipper at Republic, was vacationing.<br />

. .<br />

. . .<br />

Bob Holtzer, E. I. Rubin, is collaring all<br />

popcorn customers and showing them the<br />

first picture of his first child, seven-week<br />

old Linda . H. S. Levin has returned from<br />

a South African tour Kolmar Associates<br />

has moved from 25 Taylor St., to 885 Stevens<br />

... J. Robinson of 20th-Fox was in town<br />

for promotional work.<br />


•rancii<br />

Hcodquaitcri<br />

Olflc*<br />

Kansos City, Missouri<br />

INC.<br />

oHicct ...Chicago...CI«veland...<br />

Detroi t...S an Francisco<br />

"Sunderin," which had its American premiere<br />

at the Bridge Theatre, attracted the<br />

biggest opening day crowd the theatre has<br />

ever had. Irving Rubine, president of Cellini<br />

Films who handled the picture, was<br />

in town for five days to make the radio and<br />

TV circuit ... All mothers over 60 were<br />

admitted free of charge as guests of Fox<br />

West Coast Theaties on Mother's Day.<br />

50 BOXOFHCE :<br />

: May<br />

15, 1954

Para. Findings Properly Admitted Three LA Theatres<br />

In Evidence, Cinema Tells Court To Screen Fighi TV<br />

WASHINGTON—The findings in the<br />

Paramount case were properly admitted in evidence<br />

in the antitrust suit of Cinema Amusement,<br />

Inc., of Denver against Loew's, 20th<br />

Century-Fox and RKO, Cinema Amusements<br />

told the Supreme Court on Thursday (13i.<br />

Cinema Amusements' brief asked the Supreme<br />

Court to turn down the appeal of the<br />

distributors for a review of the case, in which<br />

the exhibitor won a $300,000 verdict. Loew's<br />

and 20th Century-Fox argued that the Paramount<br />

findings were improperly admitted in<br />

evidence against them. RKO, against which<br />

the same findings were not admitted, argued<br />

that since the findings were absent, proof<br />

of conspiracy against RKO was also absent.<br />

On the subject of the Paramount case.<br />

Cinema contended it, "had first established<br />

by a mass of competent and credible additional<br />

evidence that the petitioners pursued in<br />

Denver the identical practices which had been<br />

found in the Paramount case to be the result<br />

of collusion among the petitioners and the<br />

other major distributors."<br />

In their appeal for a review, the distributors<br />

had cited the great number of cases<br />

around the nation in which plaintiffs intend<br />

to rely upon the Paramount decree, and said<br />

a final ruling by the Supreme Court "would<br />

bring to an end much of this litigation which<br />

is bottomed upon this untenable premise."<br />

The distributors argued that the Paramount<br />

decree involved a general conspiracy, and not<br />

a specific conspiracy in Denver, and thus<br />

should have been excluded in court consideration<br />

of the Denver case.<br />

The Cinema brief, filed by Thurman Arnold,<br />

former government antitrust chief, contended<br />

that evidence introduced by the exhibitor<br />

was sufficient to sustain a verdict<br />

against the distributors even without reference<br />

to the Paramount decree.<br />

The exhibitor charges the distributor defendants<br />

with conspiring to withhold first<br />

run from the Denver Broadway. The distributors<br />

argued that the Broadway is an<br />

"old opera house type of theatre which the<br />

exhibitor knew to be a move-over house<br />

when he leased it."<br />

Ed DeRudder Buys Airer;<br />

Plans to Screen Tower<br />

BRIDGER, MONT.—Construction of a<br />

new screen tower got under way at the<br />

Bridger Drive-In here immediately following<br />

its sale to Ed DeRudder by Aldrich & Co.<br />

and Marshall Wells store, the two firms<br />

which bought the business earlier at a sheriff's<br />

sale.<br />

Replacement of the screen tower was<br />

necessitated after a heavy windstorm last<br />

summer destroyed the old tower. George<br />

DeRudder, son of the owner, wUl manage<br />

the ozoner and two other sons, August and<br />

Frank, will assist.<br />

Improvements at Ski Hi Drive-In<br />

HELENA—Improvements at the Ski Hi<br />

Drive-In include an entrance way parking,<br />

new landscaping and a complete playground<br />

installation.<br />

Motion picture boxoffice receipts in Italy<br />

for January 1954 were $90,000 higher than in<br />

January 1953.<br />

Allied Legion Post Holds<br />

Americcuiism Dinner<br />

LOS ANGELES—With some 400 Legionnaires,<br />

civic, film industry and business leaders<br />

in attendance. Allied Legion Post 302,<br />

staged its 12th annual Americanism diimer<br />

meeting Friday di) at the Ambassador hotel.<br />

It marked the 12th consecutive year in which<br />

Charles P. Skouras, president of National<br />

Theatres and an honorary colonel in Post 302,<br />

has co-sponsored the gathering.<br />

A highlight was the presentation of medals<br />

and citations to five ROTC cadets who were<br />

adjudged winners of a manual-of-arms drUl.<br />

Entertainment was supplied by Patricia Wilcox,<br />

singer, and the Roosevelt high school<br />

ROTC cadet band. Among participants in the<br />

program were:<br />

Gen. Omar Bradley, Superior Judge Thomas<br />

J. Cunningham, Lt. Gov. Harold J. Powers,<br />

John S. Gibson of the Los Angeles city council.<br />

Col. Ai-thur L. Cabel, Cmdr. Richard E.<br />

Larson, Maj. Richard Kerr, Samuel Leask jr.,<br />

and Superior Judge Philip H. Richards, chairman<br />

of the post's AmeriCEinism committee.<br />

Eastern Arizona Airer<br />

Slates June Opening<br />

CLIFTON, ARIZ.—The Three-Way Drive-<br />

In, now being constructed six miles south of<br />

here, is expected to open in June. Designed<br />

to accommodate 450 cars, plans call for a<br />

possible future expansion to a 600 capacity.<br />

The airer will be equipped with RCA projectors<br />

and sound system and a 90 by 40 foot<br />

screen tower.<br />

Claude E. Davis, formerly of Pecos, Tex.,<br />

owner-manager, is also constructing an<br />

apartment at the base of the tower structure.<br />

Initial investment, including the cost<br />

of the land, is estimated at $100,000.<br />

SCTOA Heads to Attend<br />

Arbitration Meeting<br />

LOS ANGELES—The Southern California<br />

Theatre Owners Ass'n delegates to the arbitration<br />

conference called for Monday (24)<br />

in New York by Eric Johnston, president of<br />

the Motion Picture Ass'n of America, will<br />

include Harry C. Arthur jr., board chairman,<br />

and Al Hanson, of the SCTOA directorate.<br />

Writers Guild to Meet<br />

HOLLYWOOD—A special Screen Writers<br />

Guild membership meeting has been called<br />

for Wednesday (19) to vote on a proposed<br />

plan for reorganization of the entire scrivening<br />

field. The project calls for formation<br />

of one national organization of motion picture,<br />

TV and radio writers, split into eastern and<br />

western regions. At the session, members<br />

also will be asked to vote on the continuation<br />

of a 1 per cent dues assessment.<br />

Airer Construction Begun<br />

LIBBY, MONT.—W. F. Kienitz has started<br />

construction of a drive-in on a five-acre<br />

plot. It will accommodate 250 cars. The<br />

Model Theatre Co., Seattle, wUl furnish and<br />

install the complete equipment.<br />

LOS ANGELES—Three local showcases<br />

will carry Theatre Network Television's<br />

closed-circuit telecast of the June 17 Ezzard<br />

Charles-Rocky Marciano heavyweight championship<br />

boxing match. Fox West Coast is<br />

installing General Precision large-screen TV<br />

equipment in its Fox Wilshire Theatre, while<br />

the fight also has been booked by the Downtown<br />

Paramount and the Orphnum.<br />

The Wilshire has set a $3.30 to $6.60 tab,<br />

including tax; the Orpheum, a unit in the<br />

Metropolitan circuit, will charge $3.30 and<br />

$4.40, including tax; and the Downtown Paramount's<br />

price scale, including tax, ranges<br />

from $2.00 to $4.00. Elroy Hirsch will emcee<br />

the Paramount show and Hank Weaver the<br />

Orpheum program.<br />

Lippert and Realart Shift<br />

At Denver and Salt Lake<br />

DENVER—Tom Bailey, Lippert Pictures<br />

franchise owner here and Salt Lake' City,<br />

has sold the Salt Lake City franchise to<br />

Tommy McMahon and Jack Swanson, in a<br />

deal that sees the latter two also taking on<br />

the Realart franchise for that territory.<br />

BaUey has taken on the Realart franchise<br />

for the Denver territory, along with his Lippert,<br />

Filmakers and other products, including<br />

"Martin Luther" which he will continue<br />

to sell also in the Salt Lake City area.<br />

Bailey has added the Realart force to his<br />

staff, including Laura Haughey, booker, and<br />

Paul Allmeyer and Joe Clark, salesmen.<br />

Close Prineville Lyric<br />

PRINEVILLE, ORE.—The Lyric Theatre,<br />

erected here about 30 years ago and one of<br />

central Oregon's oldest fUm houses, has been<br />

closed and now is being remodeled to provide<br />

space for three business firms. The Lyric for<br />

the last 20 years has been operated by Kenneth<br />

Piercy, who also owns the Pine Theatre<br />

and drive-ins both here and at Madras.<br />

First CS in Alaska<br />

ALASKA — CinemaScope<br />


made its first bow in Alaska recently at the<br />

Fourth Avenue Theatre here. Manager Sid<br />

Raynor supervised installation of the<br />

Cinemascope screen, new projection equipment<br />

and sound system. In line with the<br />

opening of "The Robe," the theatre was also<br />

recarpeted.<br />

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Western Washington Theatres<br />

Town 1800, big draw. Modem building, nice apartment.<br />

Subrental. Wide screen. Good grosses.<br />

Others, write for list<br />


5724 S. E. Monroe<br />

Phone Evergreen<br />

Portland 22, Ore.<br />

1.7100 — 1-1606<br />

BOXOFFICE : : May 15, 1954 51<br />


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^OU niTHA<br />

Take advantage of the tremendous buying power of BOXOFFICE readers.<br />

Reach this wonderful market at a cost you can afford. Tell and sell to the<br />

many buyers in yoiu" own territory who are always in the market for<br />

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you need help in wording your message, ask us. No charge.<br />


Published Weekly in 9 Sectional Editions<br />

52 BOXOFFICE<br />

:<br />

: May<br />

15, 1954



KMTAMITO Meeting<br />

To Discuss Details<br />

Of CS Sound Plan<br />

ST. LOUIS—The 20th-Fox decision to release<br />

Cinemascope pictures with one-channel<br />

sound will be a highhght of exhibitor<br />

discussions at the second annual joint session<br />

of the Kansas-Missouri Theatre Ass'n and<br />

the Missouri-Illinois Theatre Owners at Arrowhead<br />

lodge on the Lake of the Ozarks<br />

next week (18-20).<br />


Many area exhibitors, members of both<br />

organizations, attended the meeting called<br />

by Spyros Skouras in New York last week,<br />

and interest in the 20th-Fox announcement<br />

is high among area theatre circles. Lester<br />

R. Kropp of St. Louis, president of the MITO,<br />

and Tom Bloomer of Belleville, 111., immediate<br />

past president, attended the gathering<br />

on behalf of that organization. George Barber<br />

of Tuscola and Jack Keller, Columbia<br />

Amusement Co., Paducah, were among other<br />

exhibitors attending.<br />

Other subjects scheduled to come before<br />

the joint meeting will include drive-ins and<br />

their profitable operation, COMPO, sound<br />

and projection equipment and problems,<br />

concessions operations in indoor and driveins,<br />

national and local legislative matters,<br />

industry arbitration, advertising and promotion,<br />

product and print shortages, insurance,<br />

public relations and Cinemascope installations<br />

in small towns.<br />

Senn Lawler of Fox Midwest and Tom Edwards,<br />

Parmington, Mo., will serve as moderators<br />

for all of the general sessions.<br />


Speakers will include Leo Hayob, president<br />

of KMTA; Kropp; Herman Levy, TOA general<br />

counsel; Walter Reade jr., TOA president;<br />

Mike L. Simons, MOM sales promotion<br />

manager; State Senator Edward Long,<br />

Bowling Green, MITO director; George<br />

Gaughan, TOA field representative; Pete<br />

Gloriod, Poplar Bluff; Edward Lachman,<br />

president of Lorraine Carbons; Ed Harris,<br />

Neosho; Jack Braunagel, Commonwealth<br />

Theatres; Bill Powell, Midwest Theatres, and<br />

Eddie Clark, Metropolis, ID.<br />

Those attending the joint parley may<br />

check into their rooms at the Arrowhead<br />

lodge any time after noon Tuesday, and from<br />

arrival until 5 p.m., registrants will be free<br />

to fish, rest, visit, swim or take advantage<br />

of other lodge facilities.<br />

At 5 p.m., United Film Co. will host a<br />

cocktail party, preceding a steak dinner. At<br />

9 o'clock, registrants wUl view "Corn's A<br />

Poppin'," film production of Elmer Rhoden<br />

jr.<br />

On Wednesday, breakfast will be served<br />

individually, except for KMTA and MITO<br />

directors, who will hold an 8:30 breakfast<br />

conference to finalize program details. The<br />

first general business session and open forum<br />

discussions will begin at 10 a.m., and<br />

luncheon wUl be served at 12:15. The final<br />

$1000,000 Judgment<br />

Given to Ed Durwood<br />

KANSAS CITY—The eight-year legal<br />

battle<br />

between Edward D. Durwood, president<br />

of the Durwood Theatres circuit, and his<br />

brothers Irwin and H. W. Dubinsky and the<br />

late Barney Dubinsky, ended in circuit court<br />

here this week with a judgment of nearly<br />

$1,000,000 awarded to Durwood.<br />

Sam MandeU, attorney for the Dubinsky<br />

brothers, said a motion for a new trial would<br />

be filed.<br />

In the ruling by Judge Joe W. McQueen,<br />

Durwood was given the privilege of purchasing<br />

at cost three theatres and their<br />

profits. The theatres were acquired by Irwin<br />

and H. W. Dubinsky while they were in Durwood's<br />

employ from 1946 to 1949.<br />

They are the Starview Theatre, Lincoln,<br />

Neb.; the River Lane, Rockford, 111., and the<br />

Altwood, Wood River, 111. The court judged<br />

the value of the houses at $900,000 and ruled<br />

that Durwood can buy them from his brothers.<br />

Durwood would pay about $105,000 for<br />

the properties after all considerations are<br />

settled. The Rockford house was valued at<br />

$375,000, and with rent, interest and other<br />

considerations, Durwood can buy it for<br />

$43,828.13. The Starview was valued at<br />

$325,000 and Durwood can buy it for $120,209.<br />

The Altwood, with a value of $200,000, can be<br />

bought for $59,330.<br />

The order states that the defendants must<br />

present deeds to the theatres within 60 days<br />

and that Durwood has ten days after that<br />

to pay for the properties.<br />

In effect, the court judgment confirmed<br />

the December ruling of Paul Barnett, former<br />

city court of appeals judge who was named<br />

referee in the case. At that time, Barnett<br />

held that Durwood was the intended victim<br />

of a "conspiracy to defraud," and that a contract<br />

between the brothers had been violated.<br />

The contract, established in 1946, in which<br />

business session will be at 2 p.m., followed<br />

by a 6:30 p.m. chicken dinner. At 8:15, registrants<br />

will board the cruiser Larry Don<br />

for a two-hour ride on the Lake of the<br />

Ozarks. Cocktails will be served on the<br />

Larry Don by Manley, Inc., Kansas City.<br />

Hosts aboard the cruiser will be Exhibitors<br />

Film Delivery of Kansas City and A. V.<br />

Ganger Film Service, Inc., headquartering<br />

in Independence, Mo.<br />

Advance registrations sent in by Zella<br />

Faulkner, executive secretary for KMTA,<br />

and Myra Stroud, MITO secretary, assure<br />

that attendance will be good. The management<br />

of Arrowhead lodge has arranged with<br />

owners of other lodges and motels to take<br />

care of the overflow crowd. All meals will be<br />

served at Arrowhead. Those attending are<br />

asked to wear western attire.<br />

Durwood employed his brothers, prohibited<br />

the brothers from engaging in the theatre<br />

business directly or indirectly from 1946 to<br />

1959 in Leavenworth, Kas., St. Joseph, Kansas<br />

City or Jefferson City. The contract also<br />

gave exclusive rights to Durwood of the<br />

names Dubinsky Bros, and Dubinsky Bros.<br />

Theatres in those cities.<br />

The court ruling cited the brothers for<br />

operating a theatre business under the name<br />

Dubinsky Bros. Theatres, Inc., with offices<br />

in St. Joseph.<br />

Durwood was awarded the profits until<br />

1949 of the firm set up by his brothers, $121,-<br />

185. plus interest of $38,971, for a total of<br />

$160,156. Judgments against Durwood will<br />

bring the total down to $119,364.<br />

The court ruled that if Durwood elects to<br />

purchase the three theatres, he also would<br />

be entitled to $64,000 a year in rentals from<br />

1949 to the date of purchase.<br />

Attorneys for Durwood said later this week<br />

that they would take legal steps to acquire<br />

the theatres. In the event that the motion<br />

by the Dubinsky brothers for a new trial is<br />

refused, they can appeal to a higher court.<br />

Such an appeal with bond would prevent<br />

steps by Durwood to claim the theatres.<br />

The judgment finds that Durwood will pay<br />

Mrs. Ruth Dubinsky, widow of Barney<br />

Dubinsky, a total of $31,056 for wages and<br />

interest owed to him. Barney Dubinsky died<br />

in 1948.<br />

The McQueen opinion was 21 pages long<br />

and covered the 306-page report submitted<br />

by Barnett, who worked on the case six<br />

months. There were more than 2,000 exhibits<br />

and 4,000 pages of testimony. Judge<br />

McQueen had worked on it since December<br />

and the vast number of records was kept on<br />

a hand cart in his chambers. Court costs<br />

have exceeded $19,000.<br />

Arrowhead lodge is located on Highway<br />

54, which intersects with cross-state Highway<br />

50 at Jefferson City.<br />

Some of those attending have arranged<br />

to check into the lodge Sunday or Monday.<br />

Included in the early arrivals will be Kropp;<br />

Bill WiUiams, Union, Mo.; A. B. Magarian,<br />

East St. Louis; Tom Bloomer; Levy; Gaughan<br />

and Miss Stroud. Miss Stroud has arranged<br />

for a number of attendance prizes<br />

to be given during the meeting, including a<br />

case of Lorraine carbons from President<br />

Lachman of that company, and an emergency<br />

lighting system, being furnished by<br />

William C. Earle, St. Louis manager for<br />

National Theatre Supply.<br />

Edgar Buchanan has been handed a charactre<br />

role in Universal's "Destry."<br />

BOXOFFICE : : May 15, 1954 53

Highlights of Allied Convention<br />

KANSAS CITY—Exhibitors "sitting tight"<br />

on adding new equipment until the dust<br />

settles on the present confusion seem to<br />

be those who are lucky enough to have no<br />

competition. Colonel Cole, who is lucky in<br />

that respect, quoted: "Be not the first by<br />

whom the new is tried, nor yet the last to<br />

cast the old aside." He contends he has been<br />

offered 3-D equipment for nothing by exhibitors<br />

who have become disillusioned, and<br />

that the angel Gabriel could not bring people<br />

Into a theatre to be entertained if they had<br />

to worry with those first poorly constructed<br />

glasses.<br />

"Before I would put in any of this new<br />

equipment,"' Cole said, "I would want to<br />

know how many pictures I could get and<br />

from how many companies. Al.so, how soon<br />

could count on getting my money back."<br />

I<br />

* *<br />

There seemed to be agreement that the<br />

wide screen is an improvement which is universally<br />

approved. As for stereophonic sound,<br />

the idea that it can be used successfully in<br />

drive-ins met considerable skepticism. Colonel<br />

Cole, w-ho expressed himself frequently and<br />

caustically during discussions, referred to<br />

the Ezell three-w'ay speaker as an "abortion."<br />

"Anybody who thinks you can get directional<br />

sound on speakers so close together is<br />

crazy," said Cole bluntly. "There is only<br />

one way that you can get better drive-in<br />

sound and that is with a six-inch instead of<br />

a four-inch speaker, and they seem to have<br />

settled on the four-inch — as standard. The<br />

six-inch gives better ah " E. D. Van Duyne<br />

supplied "frequency range" for him. Beverly<br />

Miller said six-inch speakers are available<br />

through a St. Louis firm.<br />

* * «<br />

Beverly MUler says he and his associates<br />

have found that street-marking paint is fine<br />

for use on drive-in screens . . . Don J. Shade<br />

from Ottawa, Kas., said he has put a wide<br />

screen and 3-D equipment in his Tauy Theatre,<br />

but that is as far as he will go until<br />

they settle on something definite . . . Charles<br />

V. Crocker of Ulysses, Kas., who brought Mrs.<br />

Crocker along, said they were not going to<br />

put in new equipment until some standard<br />

method was agreed upon. The Crockers do<br />

plan to put in a wide screen this fall in their<br />

indoor house, the Crocker. They also have<br />

the Uly.sses Drive-In.<br />

J. W. Stark of Stark Enterprises in Wichita<br />

said this had been a good season for Snack-<br />

Bar supplies and playground equipment which<br />

his firm handles. It has the largest warehouse<br />

in Wichita. As representative of the<br />

Triple "AAA" Root Beer Co. of Oklahoma,<br />

Stark installed a Sho-Bar in Gene BuUard's<br />

new Ark-Vue Drive-In at Arkansas City.<br />

Irving Zussman, president of the Inter-State<br />

Popcorn Co., with a plant at Fremont, Neb.,<br />

announced Stark would be the representative<br />

for the Kansas area.<br />

Ml-, and Mrs. Porter Smith, who have the<br />

Chief at Coldwater, Kas., attended their first<br />

convention. As Smith expressed it, "We're<br />

here to learn something." Left at home to<br />

run the theatre were theii' 18-year-old son<br />

and 14-year-old daughter. The Smiths also<br />

have the Cozy at Gravette, Ai-k. They have<br />

been in theatre business about four years.<br />

O. C. Alexander, who has the Kansas Theatre<br />

at Kiowa, says he is waiting to see what<br />

the film companies are going to settle on and<br />

how far they are going to break the exhibitors<br />

before he puts in new equipment. Alexander<br />

has no competition. Donald Farmer<br />

from the Ti-ibune (Kas.) Theatre and G. L.<br />

Johnson from Lakin seemed to be of the<br />

same mind.<br />

Fred Harpst made the cocktail party<br />

Thursday C6i night before the banquet a<br />

more enjoyable occasion because of the<br />

music he played on the Hammond organ.<br />

It was the kind of music that one used to<br />

hear in theatres in the old silent days, creating<br />

nostalgia among the older members<br />

and guests who listened.<br />

Everything passed off pleasantly at the<br />

banquet, with Abram F. Meyers showing in<br />

his talk how to be humorous and yet in the<br />

best of taste, while Mike Simons demonstrated<br />

the "friendly company's" tolerant attitude<br />

toward any criticism of producers and<br />

distributors which came up in the meeting<br />

by passing it off with good-natured appraisal.<br />

President Beverly Miller presided<br />

with ease and kept things moving along at<br />

a fast pace, concluding with a travalog on<br />

the .slums of Europe recently visited, adding<br />

a little flag-waving—and some anecdotes.<br />

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Registrations<br />

KANSAS CITY—Among those registered<br />

at the Missouri-Kansas Allied convention<br />

here last week:<br />

Missouri<br />


Ronald Means<br />

Jay Means<br />

Alex Shniderman<br />

Beverly Miller<br />

Mildred Harris<br />

Bob Smith<br />

L. Abrams<br />

Al Adier<br />

C. F. Bishop<br />

Guy L. Bradford<br />

Betty Caruso<br />

Harvey S. Cole<br />

Roger Copple<br />

Arthur "Count"<br />

de Stefano<br />

Mel W. Downey<br />

Harry Gaffney<br />

Ed Hartman<br />

L. J.Kimbriel<br />

Jim Lewis<br />

Jack Longon<br />

Syd Levy<br />

J.T. Manfre<br />

Gladys Melson<br />

Sid Morley<br />

Louis Patz<br />

Morry Relder<br />

Howard C. Thomas<br />

E. D. Van Duyne<br />

Mrs. H. 1. White<br />

James D. Wichter jr.<br />

Jock Winninghom<br />

Lester Zucker<br />

Ben Shiyen<br />

Velma West Sykes<br />

E. C. Rhoden jr.<br />

Earl Dyson<br />

CAMERON—A. E. Jarboe, W. C. Silver.<br />

CARTHAGE—W. Brodfield.<br />

COLUMBIA—Herbert Jeans.<br />

INDEPENDENCE—T. R. Couger.<br />

JEFFERSON CITY—Hub Miller.<br />

JOPLIN—Hal Parish.<br />

MARYVILLE—C. E. "Doc" Cook, J. Ray Cook.<br />

NEOSHO— Ed Harris.<br />

NEVADA— Komp Jorrett.<br />

SEDALIA—J. T. Gosen.<br />

SENECA—Albert Tourtillott.<br />

ST. LOUIS—Roy G. Colvin.<br />

WEBB CITY—Howard Lorsen.<br />

Kansas<br />

ARKANSAS CITY—Gene Bullard, Fred Munson.<br />

BETHEL— F. C. Westbrook jr.<br />

CLAY CENTER— K. H. Ehref.<br />

COFFEYVILLE—Tal Richardson.<br />

COLDWATER— Porter Smith.<br />

COUNCIL GROVE—Cle Bratton,<br />

DODGE CITY—Glen Cooper.<br />

EL DORADO—Frond J. Hall, W. B. Adams.<br />

HUTCHINSON—Chuck Embick, Jay Wooten.<br />

KANSAS CITY—C. H. Potter.<br />

KIOWA—O. C. Alexander.<br />

LAKIN—G. L. Johnson.<br />

LAWRENCE— E. D. Laudau.<br />

LINCOLN—Roy Musselmon.<br />

MINNEAPOLIS—C. E. Musgrave.<br />

OSAGE CITY—LeRoy Hitchings.<br />

OTTAWA— Don Shade, Glen J. Underwood.<br />

PARSONS— Louis Stein.<br />

5ABETHA— Louise Block.<br />

TRIBUNE—Donald L. Farmer.<br />

ULYSSES—Charles V. Crocker.<br />

Others<br />

CHICAGO—Joseph R. Mock, Lou Kravitz.<br />

DALLAS—E. L. Harris, Col. H. A. Cole.<br />

FREMONT, NEB.— Irving Zussman,<br />

GLENDALE, CALIF.—C. Charles Chathom.<br />

NEW YORK—Mike Simons.<br />

Jack Campbell, 45, Dies;<br />

Christopher Manager<br />

CHRISTOPHER, ILL. Jack Campbell, 45,<br />

manager of the Globe Theatre, died Saturday<br />

(8) in the Marshall Browning hospital<br />

in Du Quoin. He had been rushed to the<br />

hospital after suffering a stroke. His condition<br />

was not considered critical, but subsequent<br />

heart complications caused his death.<br />

He is survived by his wife and four small<br />

children ranging from 2 to 9 years and a<br />

married son, 23 years old. The body was<br />

shipped to Hutchinson, Kas., his former<br />

home. He had been with the Fox Midwest<br />

circuit about 12 years and came to southern<br />

Illinois from Hutchinson about four years<br />

ago.<br />

To Operate Benton Airer<br />

BENTON, ILL.—The 400-car Park Drive-<br />

In in the Benton municipal park, formerly<br />

operated by Sam Stuart Marshall, former<br />

mayor of Tamaroa, this year will be under<br />

the management of Clifford Mantle of St.<br />

Louis, who did the booking and buying for<br />

the theatre last year. Marshall, a dentist,<br />

last year moved to Chicago.<br />

Joseph Wright has been set as art director<br />

on the Magna-Todd-AO production, "Oklahoma<br />

1"<br />

54 BOXOFFICE<br />

:<br />

: May<br />

15, 1954

—<br />

—<br />

——<br />

—<br />

Chicago Scores Stay<br />

Near Level of 200<br />

CHICAGO—Big boxoffice news among the<br />

newcomers was "River of No Return" at the<br />

State Lake, while "Executive Suite" at the<br />

Chicago, "Carnival Story" at the Woods and<br />

"Pinocchio" at the Loop set a fast pace for<br />

holdovers. A spring vacation for some<br />

schools was considered responsible for a<br />

much heavier than usual teenage attendance.<br />

(Average Is 100)<br />

Carnegie This Happy Breed (Dezel) 165<br />

Chicago Executive Suite (MGM), 2nd wk 230<br />

Esquire The Man Between (UA) 170<br />

Eitel's Paloce This is Cinerama (Cinerama),<br />

40th wk 250<br />

Grand Dragonfly Squadron (AA); World for<br />

Ransom ( AA), 2nd wk 1 65<br />

Loop Pinocchio (RKO), reissue, 5th wk 245<br />

McVickers Casonovo's Big Night (Paro); Cease<br />

Fire (Para), 2nd wk 145<br />

Monroe Best Years of Our Lives (RKO), reissue,<br />

2nd wk 195<br />

Oriental Prince Valiant (20th-Fox), 4th wk 220<br />

Roosevelt Riding Shotgun (WB); The Boy From<br />

Oklahoma (WB) 170<br />

State Lake River of No Return (20th-Fox). . . .215<br />

Surf The Holly and the Ivy (Pacemaker) 180<br />

United Artists Playgirl (U-l); Drive o Crooked<br />

Rood (Col), 2nd wk 175<br />

Woods Carnivol Story (RKO), 4th wk 235<br />

World Playhouse Heidi (UA), 4th wk 195<br />

Ziegfeld Beauties of the Night (UA) 1 80<br />

Garard Theatres Remodel<br />

DALLAS CITY, ILL.—The Dallas Theatre<br />

here; the Woodbine, Carthage, and the Warsaw<br />

at Warsaw, all owned and operated by<br />

Justus Garard of Carthage, were reopened<br />

after being closed three days for remodeling<br />

and decorating. New wide screens were installed,<br />

concessions stands remodeled and redecorated<br />

and new carpeting laid.<br />

Sets Midweek Family Nights<br />

SALEM, ILL.—Cluster's Drive-In on Route<br />

37 south of the city limits, which was reopened<br />

April 29, has scheduled Tuesdays and<br />

Wednesday as Family nights, Loren Cluster,<br />

owner, has announced.<br />

Charles Sherman Heads<br />

Rialto at St. Joseph<br />

ST. JOSEPH, MO.—Charles B. Sherman<br />

has taken over the management of Dickinson's<br />

Rialto Theatre here. Sherman formerly<br />

managed Durwood's Uptown for seven years<br />

and then opened the Trail Theatre for Dickinson,<br />

Inc., later becoming city manager for<br />

the company. Last year he was in Indiana<br />

where he was city manager for the Illinois-<br />

Indiana Theatres, Inc., at Laporte and later<br />

operated the Keith Theatre at Indianapolis.<br />

Bud Nelson, who has manag 'd the Rialto<br />

for the past year, took a week's vacation<br />

and then became manager of the company's<br />

Lux Theatre in Joplin. Leo Colvin, former<br />

manager had resigned.<br />

"Blue Moon' in Ninth Week<br />

At Kansas City<br />

KANSAS CITY—"The Moon Is Blue" went<br />

Into its ninth week here at the Esquire, still<br />

doing average business, and "Genevieve" at<br />

the Kimo chalked up 165 per cent on its<br />

fourth week. "Casanova's Big Night" was<br />

somewhat disappointing at the Paramount<br />

with little better than average patronage,<br />

while "The Wicked Woman" at the Midland<br />

and "The Queen of Sheba" at the Missouri<br />

were poor grossers. Even "Night People"<br />

with Gregory Peck in the four Fox houses<br />

attracted only mild crowds.<br />

"The French Line" was still holding up at<br />

the Roxy. Vogue's two reissues played only<br />

the one week, with "The Holly and the Ivy"<br />

coming in.<br />

Esquire—The Moon Is Blue (UA), 9th wk. (held). .100<br />

Kimo Genevieve (U-l), 4th wk. (held) 165<br />

Midland Wicked Woman (UA); Tennessee<br />

Chomp (MGM) 85<br />

Missouri The Queen of Sheba (LP); Blackout<br />

(LP) 80<br />

Paramount Casanova's Big Night (Pora) 110<br />

Roxy—The French Line (RKO), 3rd wk. (held).. 125<br />

Tower, Uptown, Fairway and Granada Night<br />

People (20th-Fox) 1 05<br />

Vogue—Stoge Door (RKO); Top Hat (RKO),<br />

reissues 110<br />

Indianapolis Grosses Hurt<br />

By Transit Strike<br />

INDIANAPOLIS—A streetcar and bus<br />

strike toppled grosses to the lowest point<br />

in years.<br />

Circle Casonovo's Big Night (Para); Mon From<br />

Cairo (LP) 50<br />

Indiana Night People (20fh-Fox) 50<br />

Keith's Best Years of Our Lives (RKO) 40<br />

Loew's The Wild One (Col); Goit (Col) 50<br />

Lyric—Wicked Woman (UA); The Assassin (UA) 45<br />

Cozy Installs New Screen<br />

AUGUSTA, ILL. — The Cozy Theatre,<br />

owned and operated by Mr. and Mrs. Rex<br />

VanHorn, is Installing a new panoramic<br />

screen. The interior of the theatre is being<br />

redecorated with new wood panelling and<br />

new carpeting.<br />

Install at Springfield Roxy<br />

SPRINGFIELD, ILL.—New Cinemascope<br />

and stereophonic sound equipment recently<br />

was installed in the Prisina Amusement Co.<br />

Roxy.<br />

Phone CLifton 9390<br />

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NAME<br />

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BOXOFnCE :<br />

: May<br />

15, 1954 55

. . . Glenn<br />

. . Tom<br />

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ITarold Lyon, Paramount manager, played<br />

host to James Cagney and A. C. Lyles<br />

from the Paramount studio publicity department<br />

Saturday (8), who were here for several<br />

hours. They were enthusiastic about<br />

"Run for Cover" which Cagney is making<br />

in VistaVision for Paramount . . . Lester<br />

Zucker, Universal district manager, went to<br />

Des Moines last weekend for the opening of<br />

the company's remodeled offices there. The<br />

new building here will be ready for occupancy<br />

in July or the early part of August<br />




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Kansas City, Mo.<br />

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217 W. 18th S(. Kansos City, Mo.<br />

Colton, manager of Commonwealth's<br />

Sunset Drive-In at Washington,<br />

Mo., sends word a baby .son born Wednesday<br />

(5) has been named Craig Edmonds.<br />

. . .<br />

. . .<br />

Bernie Evens, MGM exploitation maestro,<br />

John<br />

.spent the past week in St. Louis<br />

Tonge, booker, was back at the office recovered<br />

from accident injuries . . . Ben Marcus,<br />

Columbia division manager, made a trip to<br />

Omaha . Baldwin fished the past<br />

weekend, apparently with negative results<br />

Ken Levy, head booker, took a week's<br />

vacation trip to Des Moines.<br />

Charles Johnson, lawyer, has taken over<br />

the Admiral Theatre as of May 5. He purchased<br />

it from Herman Levine and Sam<br />

Fineberg. Mrs. Mildred Blackmore will act<br />

.<br />

as manager. She has had many years of<br />

theatre experience, at the Easttown (formerly<br />

Central) and at Waverly, Kas.<br />

Jack Braunagel's mother, Mrs.<br />

. .<br />

Maude Mahoney,<br />

died Saturday (8) night at San Francisco.<br />

Mrs. Braunagel left for there Sunday<br />

(9) and Jack, who was attending a convention<br />

in Atlanta, was to meet her there.<br />

. . . George Baker has<br />

. Copeland, Allied<br />

Howard Strum and Charles Shepard of<br />

Popper.s Supply showed the Roto-Grille at<br />

the National Restaurant Equipment show in<br />

Chicago last week<br />

placed a Hol'n One Donut machine in Doc<br />

Cook's Starlite Dude Ranch Drive-In at<br />

Maryville, Mo.<br />

Artists<br />

.<br />

manager,<br />

. R.<br />

was<br />

M.<br />

home ill a few days<br />

. . . Dudley Doolittle's Lyric at Cottonwood<br />

Falls, Kas., is reported closed; also Gib<br />

Crocker's Rialto at Lyndon. Crocker has<br />

been in the hospital but is reported improving<br />

. . . George Owen, who operates the<br />

Owen at Seymour, Mo., and his son Harold,<br />

who has the Air-Drome at Good Hope, flew<br />

in Monday. Harold also operates a flying<br />

service from Seymour . RKO visitors<br />

reported were George Nescher of Valley<br />

Falls, Kas., and Virgil Harbison of Tarkio.<br />

Mo.<br />

Les Durland, film buyer for Consolidated<br />

Agencies, and Bob Withers, Republic manager,<br />

went fishing last weekend at Lake of<br />

the Ozarks. The fish were not biting but<br />

they visited John White of the Lake Theatre<br />

at Camdenton and ran into Frank Banford,<br />

concession buyer for Fox Midwest. Banford<br />

and his wife were visiting her folks for<br />

Mother's day, at Purvis Beach . . . National<br />

Theatre Supply sold several pairs of Super-<br />

Scope lenses after the demonstration at the<br />

Allied convention. They went to the Dickinson<br />

circuit. Doc Cook at Maryville, Mo.,<br />

Ray Walsh at Chanute, Kas., and W. D.<br />

Fulton in Kansas City, Kas.<br />

Woodie Latimer of L&L I»opcom now has<br />

about 85 Buttermat machines in Fox Midwest<br />

houses, around 30 in Commonwealth<br />

locations and has Installed one in each of<br />

the Durwood theatres as well as in many<br />

mdependent houses. Customers are assured<br />

of ready service since all essential parts are<br />

available In the Kansas City office. Profits<br />

on buttered popcorn have been further enhanced<br />

now, Latimer said, due to the releasing<br />

of butter surpluses, resulting in<br />

bringing down the price . . . Ken Winkelmeyer<br />

visited the KMTA offices the past<br />

week, glad to be back In business at his<br />

Casino in Boonville. It was closed several<br />

months for remodeling after a bad fire.<br />

Martin Stone of the Mercury Advertising<br />

Co. (tape recordings), announces the birth<br />

of a daughter named Laura Ellen. The<br />

Stones have a son 2'i years old. Phyllis Jelf<br />

has replaced Mrs. Stone as his office stenographer<br />

. D. A. Bisagno was in from<br />

Augusta, Kas., on Monday learning what the<br />

well-dressed theatre should wear these days<br />

from Bob Smith and Arthur de Stefano at<br />

National Theatre Supply . . . Alex Shniderman<br />

bought a pair of Super-Panatar lenses<br />

for his Strand Theatre at Concordia, Kas.<br />

New Skyline Drive-In Bows<br />

In St. Louis City Limits<br />

ST. LOUIS—The new Skyline Drive-In,<br />

also known as the Broadway, of 700-car capacity,<br />

the only drive-in inside the St. Louis<br />

city limits, held its grand opening Friday<br />

(14). Ray Parker, mayor of Brentwood and<br />

his business associates in the operation of<br />

the Skyline Drive-In Theatre on Natural<br />

Bridge road opposite Lambert-St. Louis Municipal<br />

ah-port, also own and operate the<br />

new Skyline.<br />


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56 BOXOFFICE<br />

:<br />

: May<br />

15, 1954

|<br />

Star Charlton Heston CS Relaxation Ups<br />

Crowns Branson Queen<br />

Branson, Mo.—The first visit to Branson<br />

Big Screen Orders<br />

Popcorn Processors— In our 80th Year.<br />

by a Hollywood personality took KANSAS CITY—Filmrow seemed to have<br />

place Thursday (13) when Charlton received a shot in the arm with the news<br />

Heston arrived to take part in the local<br />

high school's Buccaneer ball. The activities<br />

last week that Cinemascope pictures would<br />

started in nearby Springfield with a<br />

luncheon sponsored by the Chamber of<br />

Commerce and the Lions club, and was<br />

followed by a motorcade to Branson<br />

where Heston was presented a key to<br />

the city by Mayor Tom Epps.<br />

Heston's two-day visit was at the invitation<br />

of the high school students to<br />

crown their queen of the ball Thursday.<br />

The event was presented at the Owens<br />

Theatre under the supervision of Manager<br />

Steve Miller.<br />


Jlmong those who attended the Cinema-<br />

Scope forum in New York were Dale<br />

McFarland, manager of the Greater Indianapolis<br />

Amusement Corp., and Manager R.<br />

L. Conn of 20th-Fox . . . The Lyric, Grand<br />

and Palace, Louisville—colored patronage<br />

houses, will be operated by Jack Powell.<br />

Allan Moritz, owner, is on an extended vacation<br />

. . . Leo Pillett, 20th-Fox exploiteer,<br />

The Pendleton F>ike Drive-In<br />

was in . . .<br />

is installing a screen, 102 feet wide and 48<br />

feet high.<br />

all its houses and ordering wide screens for<br />

The Princess at Portland has been closed<br />

all indoor situations. No decision has been<br />

for the summer . . . The Mars, operated by made yet as to the drive-ins.<br />

George Andriokus, closed . . . Jack Safer<br />

At National Theatre Supply Co., however,<br />

of Safer Films, returned from a business<br />

Arthur de Stefano called attention to the<br />

trip to Chicago where he visited Alliance<br />

fact that Dan Blair of Smith Center, Kas.,<br />

circuit officials . . . Irving Dreeben, Columbia<br />

salesman at Louisville, Ky., conferred<br />

whose drive-in screen tower was blown down<br />

recently, ordered Cinemascope replacement.<br />

with local Manager Devaney . . . Harris<br />

Orders are coming in so fast for wide screens<br />

Dudelson, Buena Vista Productions, called<br />

and Super-Panatar (Gottschalk) lenses that<br />

on local exhibitors.<br />

deliveries are having to be marked up.<br />

The Gene BuUards are equipping for<br />

Cinemascope in the new drive-in they will<br />

open soon in Arkansas City, feeling that it<br />

were wiser now to wire for both stereophonic<br />

Kernel Prunty Says:<br />

sound and for in-car heaters rather than to<br />

have to tear up the ramps later when they<br />

look forward to adding them.<br />

"Are you using the variety of popcorn At the Stebbins Theatre Supply Co., C. H.<br />

Badger said more inquiries about wide<br />

your trade likes best?" I offer today,<br />

screens and anamorphic lenses were coming<br />

f.o.b. St. Louis, my four brands of popcorn<br />

as follows:<br />

same thing—renewed optimism in all phases<br />

in than for some time. It aU adds up to the<br />

of the industry. As one of the boys expressed<br />

RUSH HOUR $ 8.50<br />

it, "We're back in business again."<br />


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1,000-pound lots 25c 100 less.<br />

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620 North 2nd St. St. Louis 2, Mo.<br />

be sold with or without stereophonic sound<br />

by all companies.<br />

At 20th-Fox, Joe Neger, manager, commented<br />

that the company still feels progressive-minded<br />

exhibitors will want to add<br />

stereo sound. There are 3,800 theatres in<br />

the United States already fully equipped in<br />

that respect, he said. All any exhibitor now<br />

needs to play "The Robe" and other Cinema-<br />

Scope films are a wide screen and anamorphic<br />

lenses.<br />

The regular Cinemascope prints are now<br />

available, of course, for theatres who have<br />

mixers to handle the stereosound tracks,<br />

while prints with either one magnetic or one<br />

optical soundtrack will be available around<br />

July 1.<br />

Salesmen are pleased because now whatever<br />

the exhibitor wants, 20th-Fox has it,<br />

for there will still be 2-D pictures (a minimum<br />

of one a month), there wiU be 3-D<br />

pictures such as "Gorilla at Large," and<br />

there will be Cinemascope at its best. For<br />

the small exhibitor who feels he cannot equip<br />

for directional sound, there will still be<br />

Cinemascope.<br />

At Commonwealth Theatres, General<br />

Manager Bob Shelton remarked that as a<br />

result of the decisions of last week by MGM<br />

and 20th-Fox, Commonwealth is surveying<br />

Seek Theatre Burglars<br />

McLEANSBORO, ILL.—Sheriff George<br />

Taylor of Hamilton county and the city<br />

small.<br />

[^<br />

no end. to<br />


Often, even we're<br />

surprised with the<br />

end-result . . . after a<br />

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where some cushion or back repairs<br />

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Foam rubber and<br />

spring cusbions, back<br />

and seat covers.<br />


Upholstery fabrics and<br />

general seating supplies.<br />

police force are conducting an investigation<br />

into the theft of the night's receipts and the<br />

money kept for change from the safe of the<br />

McLean Theatre, a unit of the Pirtle Amusement<br />

Co. circuit, the night of April 28. The<br />

burglars carried the light safe from the theatre<br />

to the rear of the Roger, James & Co.<br />

mill, where it was battered open. Entrance<br />

to the theatre was gained by breaking a rear<br />

door. Byron LassweU, manager of the theatre,<br />

indicated the sum taken was comparatively<br />

theatre seat<br />

service co.<br />

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: May<br />

15, 1954 57

.<br />

has<br />

"<br />

. . . Ted<br />


X>ea Lourie, Columbia manager, said Harry<br />

Walders will take over as sales manager<br />

here, effective May 17. Walders, who<br />

been IFE representative in this area,<br />

succeeds Oscar Bloom, recently deceased . . .<br />

Fred Niles, Kling Studios vice-president, announced<br />

the production of new TV film commercials<br />

for Williamson Dickie Mfg. Co.,<br />

O'Cedar Corp., Carling's Brewing Co., Sentinel<br />

Television and Frigidaire division of<br />

General Motors.<br />

mounted in the lobby<br />

The six-foot sailfish<br />

of the Monroe Theatre was caught by owner<br />

James Jovan and his son Eddie while they<br />

were on a Florida vacation recently . . The<br />

.<br />

0^ S(tys Mrs.<br />

E. W. SHARP<br />

President, W. A. Simons<br />

Amusement Company<br />

Missoulo, Montono<br />

Variety Club of Illinois has directed its energy<br />

toward efforts to help a charter member<br />

who has been stricken with a severe<br />

heart attack and will be hospitalized for several<br />

weeks. A committee headed by Manuel<br />

Smerling, chief barker; Jack Rose, property<br />

ma.ster; J. J. Jones, international representative,<br />

and Joseph Berenson, canvasman, has<br />

started a move for funds to aid the member,<br />

who is in an oxygen tent.<br />

Abe Fisher has been appointed assistant to<br />

RKO Central Division Manager Herbert<br />

Greenblatt. Fisher's headquarters will be<br />

in Chicago . . . Sam Kaplan of Albert<br />

Dezel said "The Bigamist" has been booked<br />


FILMS<br />

IS<br />

W.^Su^,i^SS^<br />


. . The<br />

Chicago Used Chair Mairt has just completed<br />

rebuilding the seats in the De Luxe.<br />

The De Luxe, closed for refurbishing, has<br />

been reopened by new owner Duke Shumow.<br />

Sam Levinsohn, head of the Chicago Used<br />

Chair Mart, said his company bought the<br />

entire lot of seats from the Chicago Arena.<br />

The arena has been cleared for CBC's local<br />

television operations.<br />

Burtus Bishop jr., MGM division sales<br />

manager here, retui'ned from a fishing vacation<br />

in Florida waters . . . Tom R. Gilliam,<br />

20th-Fox manager, went to New York for<br />

Paul Montague has<br />

a company meeting . . .<br />

been admitted to the theatre publicists<br />

union . . . Nick DeLuca of the Alex is now<br />

at home recuperating following an operation.<br />

.<br />

. . . Fred Mindlin,<br />

The Jackson Park Theatre has installed<br />

Cinemascope Ziegfeld building has<br />

been purchased by a Chicago syndicate for<br />

an undisclosed amount<br />

manager of the Ziegfeld, is back on the job<br />

following a short session in the hospital . . .<br />

AlbM't Dezel has been given distributorship<br />

of "This Happy Breed," currently showing<br />

at the Carnegie.<br />

Alton, 111., Booth Dispute<br />

Settled by Two Houses<br />

ALTON, ILL.—Two area neighborhood<br />

theatres, closed because they could not continue<br />

to operate under then existing financial<br />

conditions, reopened Friday (7), after<br />

reaching agreements with lATSE Local 268<br />

for a reduction in the projection staff from<br />

two operators at $65 per week to only one<br />

at $90 per week. The theatres are the Norside,<br />

owned and operated by Eugene K. Elfgen<br />

and dark since April 26, and the Uptown,<br />

owned by Joseph Goldfarb, which<br />

ceased operations May 2.<br />

A third neighborhood, the State, owned<br />

and operated by Charley Goldman of St.<br />

Louis and Harry H. Beck of Alton, closed<br />

April 26 and has not yet announced plans<br />

for reopening.<br />

Beck, Elfgen and Goldfarb, in a joint statement<br />

April 27, pointed out that tn addition<br />

to paying the two projectionists $65 per<br />

week, they also had experienced a sharp<br />

increase in other operating costs, including<br />

film rentals. The result was that all three<br />

theatres had been operated at a loss. The<br />

original offer of the theatres to the union<br />

when a reduction in the number of projectionisis<br />

was asfced was $84 a week, but<br />

that proposal was turned down at a meeting<br />

of the union the morning of April 27, according<br />

to Wallace Foster, business agent.<br />

Durwood Company Drops<br />

Television Application<br />

JEFFERSON CITY—The L. H. P. Co., a<br />

Missouri corporation owned by the Durwood<br />

family interest for the purpose of applying<br />

for Channel 13, has withdrawn in favor of the<br />

Jefferson Television Co. Durwood operates<br />

motion picture theatres in Kansas City, St.<br />

Joseph, Jefferson City and Leavenworth,<br />

Kas. It also operates TV station KEDD, the<br />

NBC affiliate in Wichita.<br />

Stanley Durwood, vice-president and general<br />

manager of the Durwood interests, said<br />

his family withdrew the application in the<br />

best interests of the community. With three<br />

contestants going into the hearing, several<br />

years might elapse before Jefferson City<br />

could receive television from its own station.<br />

AT UA SESSION—Snapped at the recent United Artists regional sales meeting<br />

held recently at Chicago in behalf of the UA 35th anniversary drive are, left to right:<br />

James Velde, western division manager; Alex Halperin, Stanley Warner, zone manager;<br />

Herb Wheeler, Warner Theatres district manager ; Aaron Schlessman, Warner Theatres<br />

booker, and Harry Goldman, UA Chicago manager.<br />

Waynesville Airer Bows<br />

WAYNESVILLE, MO. — The Wood Lane<br />

Drive-In, 300-car capacity, on Highway 17<br />

has been opened by the Commonwealth<br />

Amusement Co., Kansas City, which also operates<br />

the 450-seat Wayne and the 1,232-<br />

seat Fort Wood Theatre, conventional houses,<br />

in the Waynesville area.<br />

Renovation at Portageville, Mo.<br />

PORTAGEVILLE, MO.—The Maxon Theatre,<br />

owned by Mrs. Prank DeGuire, has<br />

been reopened after extensive repairs and<br />

redecorating.<br />

Herman Tanner Installs<br />

Wide Screen at Vandalia<br />

VANDALIA, ILL.—The installation of a<br />

new huge screen, nearly twice the size of the<br />

old one, has been completed at the Liberty,<br />

owned by Herman Tanner. The new screen,<br />

which is 30% feet wide, covers the full length<br />

of the theatre's stage, which has been enlarged.<br />

Considerable remodeling was necessary<br />

to make room for the screen. New exits<br />

had to be constructed and the stage brought<br />

forward several feet. Tanner has ordered a<br />

pair of the new SuperScope lenses for his<br />

theatres in Vandalia and Pana, HI.<br />

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: May<br />

15, 1954 59

ST.<br />

LOUIS<br />

tJarry C. Arthur, general manager, Fanchon of its engagement there. It started its thirteenth<br />

week Sunday (9).<br />

& Marco, has returned from the west<br />

coast . . . Carson W. Rodgers, president and<br />

The Silver jubilee of Brentwood, Mo., as<br />

general manager. Rodgers Theatres, has returned<br />

to his headquarters in Cairo after<br />

an incorporated municipality was celebrated<br />

with a three-day program arranged by Mayor<br />

Ray Parker, one of the owners of the<br />

several weeks in Florida with his mother<br />

Mrs. Grace Rodgers, who is recovering from<br />

Skyline Drive-In on Natural Bridge road<br />

a recent illness . . . Jimmy Frisina of Taylorville,<br />

buyer for the Frisina Amusement Co.<br />

and the new SkyUne Drive-In on South<br />

Broadway in St. Louis. Earl Rafferty, a<br />

of Springfield, participated in an amateur<br />

member of Local 143, was chairman of the<br />

golf tournament at French Lick, Ind.<br />

celebration committee. The program for April<br />

Ralph Puller, manager of the Fort Wood 29-May 1 ended with a big street dance.<br />

Theatre, Waynesville, is making a satisfactory<br />

recovery from his recent illness. He The annual employes party of Fanchon &<br />

hopes to be back on the job soon . . . Maurice<br />

Schweitzer, manager, Allied<br />

Marco-St. Louis Amusement Co. and affiUates<br />

took place at the Imperial club Friday<br />

Artists,<br />

called on exhibitors in Paducah, Cairo and a). The event started late to enable all<br />

Harrisburg . . . Jack Stein, proprietor of the<br />

of the theatre workers to enjoy the dinner<br />

tavern at the northeast corner of Leonard dance.<br />

avenue and Olive street, has been 111.<br />

The population of the St. Louis metropolitan<br />

area as of January 1, 1954, was es-<br />

Thomas Bailey, MGM manager, was called<br />

to Cleveland May 4 by the death of his timated at 1.805,000, an increase of 124,000<br />

brother-in-law, an employe of the General since April 1, 1950 according to a report by<br />

Electric Co. Funeral services were on May the St. Louis chapter of the American Statistical<br />

Ass'n. The rate of increase, 7.4 per<br />

6.<br />

Word from Washington, Mo., is that Robert<br />

Marchbank, district manager for Com-<br />

6.6 per cent. St. Louis proper increased only<br />

cent, was ahead of the national average of<br />

monwealth Amusement Co.. continues to 1.3 per cent from 856,800 to 868,000, but<br />

show a fine recovery from his illness of several<br />

weeks ago . . . "This Is Cinerama" con-<br />

000, an increase of 77,651 or 19 per cent.<br />

St. Louis county rose from 406,349 to 484,-<br />

tinues to do big business at the Ambassador.<br />

A check indicated that it had played The Skyline Drive-In on Natural Bridge<br />

to<br />

145,000 cash customers in the first 12 weeks road presented on its stage in person cowboy<br />

acts Tom London and Texas Rose, Red<br />

Watson and Audie Andrews. The screen<br />

feature was "Wings of the Hawk." Prices<br />


were 50 cents for adults and children under<br />

12 years of age free.<br />

"always/ about it with A<br />

GOOD'.<br />

A demonstration of the Pola-Lite system<br />

for 3-D pictures was given at the Fox Theatre<br />

Thursday (13). It was arranged by Her-<br />


ON TIME!<br />

man Gorelick and George Phillips of Realart<br />

Pictures of St. Louis, territorial distributor<br />


for the system . . . Charley Moore, Motiograph<br />

factory representative, Chicago, 1327 S. Wakask - Ckicat*. III. 630 Niatk An. • Ntw Yirk, N. T. plans<br />

L^reetLina6 . . .<br />

All<br />

members and guests of<br />

KMTA and<br />

MITO<br />

Moy you have a pleasant and profitable joint meeting at<br />

Arrowhead Lodge, Lake of the Ozarks, May 18, 19 and 20.<br />

to attend the joint KMTA-MITO meeting at<br />

Arrowhead lodge May 18-20.<br />

James Cagney was awarded a Scouting<br />

Oscar as a highlight of the second annual<br />

Boy Scouts Jamboree at Kiel auditorium<br />

convention hall May 8. Cagney was the<br />

guest star and master of ceremonies for<br />

the jamboree, which was attended by more<br />

than 10,000 boys and leaders of the St.<br />

Louis Boy Scout council.<br />

The dollar volume of department store<br />

sales in St. Louis the week ended May 1<br />

showed a gain of 2 per cent, compared with<br />

the corresponding week of 1953, the Eighth<br />

District Federal Reserve bank reported.<br />

The district as a whole had a gain of I<br />

per cent . . . The new color film. "John<br />

Wesley," based on the life of the 18th century<br />

evangelist and founder of Methodism,<br />

had several showings May 9, 10 at Grace<br />

Methodist church . . A. B. Jefferis, president<br />

.<br />

of Midcentral Allied Independent<br />

Theatre<br />

Owners, has returned to his home in<br />

Piedmont, Mo., after attending a board<br />

meeting of National Allied in Minneapolis.<br />

Twentieth-Fox Films Corp., et al vs. Jay<br />

Means et al was docketed in the U.S. court<br />

of appeals here May 7 on notice of appeal<br />

from the western district of Missouri at<br />

Kanass City.<br />

Harry C. Arthur jr., general manager,<br />

Fanchon & Marco, was to leave for Washington,<br />

then will go to New York City before<br />

returning here May 24. He will be in<br />

New York City for the arbitration hearings<br />

. . . Edward B. Arthur, general manager,<br />

Fanchon & Marco Service Corp. and the<br />

Amusement Co.<br />

Fanchon & Marco-St. Louis<br />

circuit, had a prominent part in the formal<br />

dedication of the new South Side Day<br />

nursery May 8. It was financed by funds<br />

from the St. Louis Variety Club's Heart fund.<br />

Edward B. Arthur is chief barker of Tent 4.<br />

The Taneycomo driving range adjacent to<br />

the Taneycomo Country and Golf club on<br />

Lake Taneycomo near Forsyth, Mo., will<br />

open for the season May 19. The driving<br />

range and club are owned by Bess Schulter,<br />

owner of the Columbia Theatre, St. Louis<br />

and Jimmy Tapella, formerly associated with<br />

the Columbia, Ivanhoe and Roxy here.<br />

Jimmy now devotes his entire time to the<br />

project near Lake Taneycomo. The club will<br />

be opened in June and its program will include<br />

square dancing parties each Wednesday<br />

and Friday evenings.<br />

The St. Louis Police circus came to a close<br />

at the Arena Sunday (10), with about 10,000<br />

persons enjoying the final performance. It<br />

was estimated that 135,000 cash customers,<br />

including children, attended the 17 performances<br />

during the U days of the engagement<br />

here this year ... St. Louis county businessmen<br />

attended the showing of a film, titled<br />

"It's Everybody's Business," at the Gem in<br />

St. Louis county May 7. The film was shown<br />

by the Community Chamber of Commerce as<br />

part of Business-Education day.<br />


"Everfthing for the Theatre"<br />

3310 Olive Street St. Louis 3, Mo. Phone JE. 3-7974<br />

Arch Hosier<br />

Shifted to Clinton, Mo., Airer<br />

CLINTON, MO.—Jim Head, new manager<br />

for the 52-Drive-In, comes to Clinton from<br />

Kingman, Kans. A native of Columbia, he<br />

received his degree in public administration<br />

from the University of Missouri. He has been<br />

with Commonwealth since 1942.<br />

GO<br />


: May<br />

15, 1954


LIES IN<br />

Alabama and Georgia TOA<br />

Units Rename Kennedy<br />

And Thompson<br />


ATLANTA—Straightout facing of the fact<br />

that motion pictui-es are confronted with<br />

greater competition today and every exhibitor<br />

must put forth his best efforts in selling his<br />

product, this was the message given by Walter<br />

Reade Jr., president of Theatre Owners of<br />

America, at the seventh annual joint convention<br />

of the Motion Picture Opierators and<br />

owners of Georgia and Alabama here Tuesday.<br />

"One of the biggest troubles with theatres<br />

today," he said, "is that exhibitors are afraid<br />

of the big, bad monster, television, and are<br />

not getting out and exploiting their pictures<br />

as completely as they should. Most managers<br />

today are content, as they have been for years,<br />

to put up a one-sheet or 22x28, and let it<br />

go at that.<br />


"A 40x60 would do a better job, but because<br />

smaller accessories are cheaper too many<br />

managers will not use them because they<br />

think they are saving money. As a matter<br />

of fact, they are losing money."<br />

More than 500 exhibitors and film folk attended<br />

the Monday and Tuesday sessions.<br />

J. H. "Tommy" Thompson was re-elected<br />

president of the MPTOO of Georgia for his<br />

eighth term, while Richard M. Kennedy was<br />

renamed president of the MPTOO of Alabama.<br />

"Years ago," Reade said, "small boys often<br />

came to theatres asking if they might help<br />

out, not for any money, but because they were<br />

interested in the movies, which they saw each<br />

Saturday afternoon. Today, you will not find<br />

that happening much in any city of our<br />

country because theatre managers are neglecting<br />

one very important phase of their<br />

business.<br />


"By helping these yoimg boys to get work,<br />

by giving them bonuses at Christmas time<br />

and a little extra money for them to take<br />

home to mama, theatre operators will be<br />

helping to build up their business.<br />

"We have great competition in the country<br />

today, but we must face it, and get out and<br />

advertise our product in every way possible,<br />

the same as the large department stores,<br />

same as newspapers do.<br />

"Every theatre manager must do more than<br />

run the theatre, he must be an exploitation<br />

man; he must devise every means to build<br />

up his business, now more than ever.<br />

"We must not 'throw in the sponge,' but<br />

fight harder than ever. Yes, some theatres<br />

might close, or some that are closed might<br />

not open in the smaller towns, but it is not<br />

because of lack of good pictures, of money<br />

in the communities, but the locality of the<br />

theatre itself.<br />

"With the help every theatre executive<br />

and manager received in the tax cut which<br />

Congress passed, with better pictures being<br />

promised by the producers, we are going<br />

forth to better and larger things. Our business<br />

will improve with the year. Let's all put<br />


President J. H. Thompson snapped with several prominent convention guests.<br />

Standing are A. W. Schwalberg of Paramount and Mayor William Hartsfield of Atlanta.<br />

Seated: Thompson, Frances Langford and Gov. Herman Talmadge of Georgia.<br />

our shoulders to the wheel and work together."<br />

The Tuesday luncheon was hosted by Nehi<br />

Corp.<br />

With the excise problem out of the way,<br />

plus a cut in personal and corporation taxes,<br />

and the new processes problems nearer a<br />

solution, exhibitors have every reason to be<br />

very "enthusiastic and to expect great<br />

things" in the immediate future. President<br />

Thompson asserted at the Monday luncheon.<br />

"The only problems that would prevent us<br />

from having a good business during the current<br />

year are the shortage of product and<br />

failure by production to standardize projec-<br />

A 'RamaScope Phonic<br />

Talking Back' Session!<br />

Atlanta — This was the "RamaScope<br />

phonic, talking-back" joint convention of<br />

the Motion Picture Theatre Owners and<br />

Operators of Georgia and Alabama!<br />

J. H. Thompson, president of the<br />

Georgia exhibitor association, in his address<br />

at the opening luncheon Monday<br />

at the seventh annual session of the two<br />

organizations, emphasized that every eshibitor<br />

was not only invited to do some<br />

"talking back" at the open forums, clinics<br />

and informal discussions, but "it will be<br />

expected of you."<br />

"Many individuals and committees have<br />

worked faithfully, to make this a 'good'<br />

convention," he said. "We have obtained<br />

the best talent possible to inform you<br />

and answer your questions about your<br />

business and about the new developments.<br />

"I know everyone is pretty darned tired<br />

of hearing what's wrong in our business.<br />

So for a change, let's talk about what's<br />

right in our business."<br />

tion and sound," he said. "Unless the producing<br />

companies give us more and better<br />

product and standardization of sound we can<br />

expect more theatres to close.<br />

"I personally refuse to believe the producers<br />

and distributors want to see more theatres<br />

close; yet it's hard to understand<br />

their thinking. Good entertainment has<br />

always solved our problems.<br />

"The greatest undeveloped resources of the<br />

motion picture industry are the people in it.<br />

If we overcome our prejudices and fear of<br />

change our problems will become amazingly<br />

simple to solve.<br />

"The much that is right in our industry<br />

greatly outweighs that which is wrong."<br />

Thompson pointed out that people "down<br />

in Georgia" have been living pretty anxious<br />

lives, what with a half a dozen or more<br />

death-dealing tornadoes, the H-bomb explosions<br />

and the continuance of the cold<br />

war.<br />

"The children particularly don't know<br />

which will get them first," he said, "the tornado<br />

or the H-bomb. They are anxious, they<br />

are frustrated and they're just plain worried<br />

to death. What do they need? Ask an expert,<br />

a psychiatrist. He says, 'They need to relax,<br />

to get out of themselves.'<br />

"Here is where we are needed by people<br />

of our communities—to do the job which we<br />

can do better than anybody else; to dispense,<br />

if you please, relaxation, escape, entertainment."<br />

Here Thompson warned against being led<br />

astray by hot-eyed extremists who would<br />

turn exhibition to teach and propagandize.<br />

"But for us as exhibitors, there is no other<br />

reason for our being other than entertainment."<br />

He emphasized: "We don't need censorship.<br />

(Continued on next page)<br />

m<br />


: May 15, 1954 SE 61

Speakers See Good Business Where<br />

There Is Better Showmanship<br />

(Continued from preceding page)<br />

Those of us who have our life's savings in<br />

theatres will always have the good sense to<br />

keep their respectability in the community.<br />

"We as exhibitors have a vital responsibility<br />

in these days of crisis and emotional<br />

Let us meet this challenge and<br />

strain . . .<br />

by our attitudes convey to the public that<br />

we are in a 'happy business' and that some<br />

of our stock in trade has rubbed off on us."<br />

* * •<br />

Thompson introduced William Jenkins, one<br />

of the top showinen of the south, who in<br />

turn introduced William B. Hartsfield, mayor<br />

of Atlanta. Jenkins said Bill Hartsfield had<br />

done more for the industry and the exhibitors<br />

of the south than any man. Hartsfield<br />

said he believed in the film industry and<br />

would always help it whenever he could.<br />


Nat Williams, the humorist and theatre<br />

executive from Thomasville, gave a very<br />

witty introduction to PYances Langford, who<br />

currently was appearing at the Joe Cotton's<br />

Steak ranch. Nat said she had appeared<br />

before more GIs and marines than any other<br />

movie celebrity.<br />

Bill Boswell introduced Gov. Herman Talmadge<br />

of Georgia.<br />

The Atlanta Variety Club held open house<br />

for conventioners Sunday night, serving dinner<br />

between 6 and 9 p.m. Observed among<br />

the many present were John Moffitt, Moffitt<br />

Theatres, Montgomery; Nat Williams, Thomasville;<br />

Mr. and Mrs. Weis, Savannah; R. B.<br />

Wilby, Wilby Theatres, Atlanta; Mr. and<br />

Mrs. Johnnie Harrell, Martin Theatres: Paul<br />

Engler, Birmingham; Lex Benton, Benton<br />

Bros., Rim Express; Hap Barnes, ABC Tlieatrical<br />

Enterprises; H. P. Rhodes, drive-in<br />

operator at Montgomery and Macon; Fred<br />

Young of Atlanta, and L. J. Duncan of West<br />

Point.<br />


Loew's Grand was nearly filled for the<br />

demonstration of VistaVision Monday morning<br />

by Paramount. Gordon Bradley introduced<br />

Al W. Schwalberg, president of Paramount,<br />

who.se main point was "we should<br />

not be afraid of the big, bad monster, television."<br />

As long as the producers continue<br />

to produce the very best pictures, the people<br />

will turn out en masse to see them, and<br />

with the new process VistaVision, we have<br />

every right to be proud of our industry, he<br />

said. A few scenes were shown from Paramount's<br />

forthcoming pictures—Irving Berlin's<br />

"Wliite Christmas," starring Bing Crosby,<br />

Danny Kaye and Rosemary Clooney; Hal<br />

Wallis' "Three Ring Circus," starring Dean<br />

Martin and Jerry Lewis, and "Strategic Air<br />

Command." with Jimmy Stewart and June<br />

Ally.son, all three in Technicolor.<br />

The first reel shown contrasted the<br />

"postage stamp" size picture of some years<br />

ago up to the pre.sent time of Cinemascope,<br />

and showed the difference of VistaVision<br />

from the others. The exhibitors present<br />

agreed VistaVision was beautiful . . wonderful.<br />

.<br />

They were e.specially impressed with<br />

the fact that present projection machines<br />

can be used without going to the expense of<br />

buying and installing new equipment.<br />

Schwalberg introduced Dr. Charles Dailey,<br />

one of the developers of VistaVision who explained<br />

the workings of this process. "All<br />

the work is done in the negative," he said.<br />

"It is up to you theatre managers and operators<br />

to have the finest equipment, always in<br />

the best of shape, the best and largest screens<br />

you can secure; VistaVision will do the rest."<br />

Every detail of the scenes shown were very<br />

clearly brought out, even the far distant<br />

mountains in several scenes of "Strategic Air<br />

Command," and the buildings in the far background<br />

of the circus scenes.<br />

C. E. Parker, general sales manager of<br />

Alexander Film Co., Colorado Springs, commented<br />

he saw VistaVision in New York, and<br />

"it is marvelous . . . clear and without blurring."<br />

Stopping in the Alexander Film suite at<br />

the Biltmore Sunday, we also met C. O.<br />

Heffery, southeast district manager; E. D.<br />

Collins and M. Box, Alabama salesmen, and<br />

F. J. Stanton of Georgia and W. D. Barnes,<br />

Tennessee salesman. Ed Brauer, Republic<br />

manager, was there.<br />

J. D. Bush, owner of the Slappey Drive-In<br />

at Albany, Ga., and booker Howard Schuessler<br />

were conversing together in front of the<br />

registration desk. Also met Mr. and Mrs.<br />

Ferber Mincey of Claxton, who have not<br />

missed any of the conventions.<br />

Jasper C. Yeomans was passing out cups of<br />

free Coca-Cola, one of America's favorite<br />

beverages.<br />

* *<br />

Eugene Rhodes, Rhodes Sound Service Co.<br />

of Savamiah, was seen talking with exhibitors.<br />

O. C. Lam, Lam Amusement Co., arrived<br />

early from Rome, Ga., while his son Tommy<br />

got in late that night.<br />

Wil-Kin Theatre Supply held open house<br />

in its suite at the Biltmore. FYank Peterman,<br />

Tennessee salesman, was busy poui'ing the<br />

"drinks."<br />

Paul Jenkins and Johnson were conversing<br />

with E. E. Whitaker of Georgia Theatres,<br />

Kichard M.<br />

dent of the<br />

Ass'n.<br />

Kennedy, re-elected presi-<br />

Alabama Theatre Owners<br />

George Meyer of National Carbon Co. and<br />

Mr. and Mrs. Ferber Mincey.<br />

* * *<br />

Saw Bill Griffin of Cullman Theatre, Cullman,<br />

Ala. He said he expected to have a<br />

big time at the convention and take<br />

home some new ideas. Sam Perloff, office<br />

manager of MGM, was noted talking with<br />

Howard Schuessler. Willis Davis of Wilby<br />

Theatres, signing the registration card at<br />

the desk, looked very "sharp." W. P. Gammon,<br />

Ocilla (Ga.) Theatre, was walking<br />

through the lobby of the Biltmore greeting<br />

friends.<br />

* *<br />

Winston Blackwell, Linco Theatre, Lincolnton,<br />

Ga., said he had to persuade his<br />

wife to come to the convention this year, as<br />

she wanted to visit with her mother on<br />

Mother's day.<br />

Harry Ballance, attired in a natty new<br />

blue-gray suit, was busy talking to exhibitors<br />

in the lobby. He is the 20th-Fox division<br />

executive. Ditto Leonard Allen, publicist for<br />

Paramount, who recently returned to Atlanta<br />

to make his headquarters.<br />

• * *<br />

A box was placed in the lobby off from<br />

the registration desk, with a sign, "Theatre<br />

Clinic Question Box," and a pad and pencil<br />

for exhibitors to drop their questions pertaining<br />

to anything regarding operation of<br />

theatres and new sound and screens, etc.<br />

Sample candy and drinks were available<br />

for the exhibitors at the registration desk<br />

and in the suites of the various supply companies.<br />

Favors and door prizes for the women<br />

were donated by the following firms: Capitol<br />

Theatre Supply, Dixie Theatre Service<br />

and Supply, Globe Ticket Co., National Theatre<br />

Supply, Queen Feature Service, Southeastern<br />

Theatre Supply and Wil-Kin Theatre<br />

Supply.<br />

• *<br />

The women were given a buffet luncheon<br />

at the Piedmont Driving Club Terrace.<br />

The President's banquet was held on the<br />

Biltmore Terrace Tuesday night, with<br />

Thompson and William McCraw, executive<br />

director of the Variety Clubs of America,<br />

speaking. A $300 prize was donated by Benton<br />

Bros.<br />

Miami Censors Ask Ruling<br />

On Film Screening Rights<br />

MIAMI—Miami's censorship board is seeking<br />

to find out whether or not it can expand<br />

its activities to include films, according<br />

to a story in the Miami Herald. The<br />

Miami board of review, Mrs. Regina Mc-<br />

Linden, chairman, voted to ask for a ruling<br />

from the city attorney on whether it has the<br />

power to demand advance screenings of<br />

movies so it can decide whether they contain<br />

objectionable material. The board was<br />

set up by the city commission last year primarily<br />

to screen lewd publications from<br />

Miami newsstands.<br />

John Ritchie Buys Airer<br />

YORK, S.C—John Ritchie and his son<br />

Howard of Lincolnton have purchased the<br />

York-Clover Drive-In from Pi-esh Air Theatres<br />

of Charlotte. Ritchie is former owner<br />

of the Moonlight Drive-In at Mount Holly.<br />

Ritchie plans extensive remodeling at the<br />

York-Clover, with new buildings and equipment<br />

and newly graded ramps.<br />

fi2 BOXOFFICE :<br />

: May<br />

15, 1954

. .<br />

Gala 'GWTW Premiere<br />

For Wide Screens<br />

ATLANTA—The re-release of "Gone With<br />

the Wind" will premiere here Thursday (20)<br />

on wide screen with ceremony reminiscent<br />

of MGM's original gala opening here in<br />

1939. First nighters then saw the burning of<br />

Atlanta on a screen 16 feet high and 21<br />

feet long; this Thursday, the flames will<br />

soar on a screen 26 by 40.<br />

The occasion will also honor the late<br />

Margaret Mitchell, author of the book which<br />

David O. Selznick made into one of the<br />

greatest money-making films in motion picture<br />

history. Proceeds from the $5 to $50<br />

tickets will go toward establishing a $90,000<br />

scholarship fund for Smith college as a living<br />

memorial. Miss Mitchell attended Smith.<br />

Premiere plans also include a reception<br />

for purchasers of the 200 $50 ducats to be<br />

followed by a ride from the club to Loew's<br />

Grand in buggies.<br />

Reigning over the premiere and its activities,<br />

will be a "Miss Scarlett O'Hara of<br />

1954" to be selected on a series of television<br />

shows over WSB-TV, co-sponsors of the contest.<br />

The emcee for the festivities will be<br />

George Murphy.<br />

Other celebrities who will attend include<br />

Ann Rutherford and Vera-EUen. Clark Gable<br />

has, according to MGM officials, neither accepted<br />

nor rejected the invitation extended<br />

him.<br />

Cammie King, who when 4 years old played<br />

Bonnie Blue Butler, will also attend the premiere,<br />

having been too young to attend the<br />

original in 1939.<br />

Variety Club Holds Party<br />

ATLANTA—Eight former chief barkers<br />

were honored at a Variety Tent 21 dinner<br />

party recently. A. B. Padgett, present chief<br />

barker, acted as emcee and introduced the<br />

honored guests, former chiefs, including:<br />

Harry Ballance, Jack Dumestri jr., Paul Wilson,<br />

Charlie Durmeyer, E. E. Whitaker, Fred<br />

Coleman (who was absent) and John Pulton.<br />

Guy Brown, also honored, was in New Orleans<br />

but wired a message to the club.<br />

H. Roller Heads Jaycees<br />

SANFORD, FLA.—Herbert Roller, young<br />

manager of the Ritz Theatre, received the<br />

congratulations of President Leon D. Netter sr.<br />

and other executives of Florida State Theatres,<br />

upon his election to the presidency of<br />

the Junior Chamber of Commerce for Seminole<br />

county. A resident of Sanford for less<br />

than a year. Roller has found that it is good<br />

for his theatre to take an active part in civic<br />

affairs.<br />

1,100 at Skyway Service<br />

CHATTANOOGA.-The Skyway Drive-In<br />

here was the scene again this year of Easter<br />

sunrise services sponsored by Lutheran<br />

churches. The fourth annual service was attended<br />

by 1,100 persons. A huge painting of<br />

Christ hung in the center of the drive-in.<br />

The service was broadcast by local radio<br />

stations WDOD and WAGC. D. C. Shaw<br />

is manager of the Skyway which is located in<br />

the Brainerd suburban area.<br />


piorida State Theatres President Leon D.<br />

Netter sr. has named LaMar Sarra a<br />

vice-president of the circuit. He will continue<br />

as the general counsel. A former University<br />

of Florida<br />

football star, Sarra is<br />

a member of the state<br />

advisory council on<br />

education.<br />

Cecil Cohen packs a<br />

full house of children<br />

into the Murray Hill<br />

Theatr e each Saturday<br />

morning to see<br />

his jumbo-sized programs.<br />

He offers for<br />

15 cents a western<br />

feature, cartoon and<br />

LaMar<br />

Sarra<br />

serial. All patrons are allowed to keep their<br />

seats and stay through the adult afternoon<br />

program, if they can last that long. On a<br />

recent Saturday, Cohen sold 5-cent bags of<br />

popcorn and reported that he sold nearly as<br />

many of these as he sold of 10-cent bags,<br />

v/ithout any harmful effect on the sale of<br />

the latter. Of course, that day he had 15<br />

cartoons and the crowd was unusually large<br />

. . . Milton C. Moore, who operates the small,<br />

independent Lake Shore Theatre, showed his<br />

devotion to motion picture exhibition by<br />

negotiating a new lease in the face of dwindling<br />

business at the boxoffice.<br />

. . .<br />

It is reported that Buddy Weeks is doing a<br />

fair business at the reopened Dixie Theatre,<br />

a suburban house Jim Sauls, acting<br />

manager at the Palace, carried through a<br />

fine Mother's day program. A stage program<br />

at night, with Larry Glick as master of ceremonies,<br />

offered valuable prizes donated by<br />

downtown merchants going to the youngest<br />

and oldest mothers in the audience and the<br />

one with the most children. Five pairs of<br />

shoes, two complete ladies' ensembles, a record<br />

player, a wrist watch, many orchids<br />

were given away and every mother attending<br />

the show that day became eligible to receive<br />

a free 8x10 portrait at a leading photographer's<br />

shop.<br />

Col. John Crovo, manager of the Arcade<br />

Theatre, did not get to count the receipts<br />

from one of his two boxoffices the other<br />

night. A cashier's money box was taken from<br />

her by a gun-pointing bandit a few moments<br />

after she had closed the boxoffice<br />

on Pilmrow were Harlow Land,<br />

. . .<br />

Mayo<br />

Seen<br />

exhibitor,<br />

and Paul Mize, manager, Delray<br />

Drive-In, Delray Beach.<br />

A selected group of Florida State Theatres'<br />

managers and ad men were called to a special<br />

meeting here by Howard Pettengill, PST<br />

publicity chief. This was in hne with a policy<br />

recently made by Louis J. Finske, circuit<br />

vice-president, to carry out full-dress<br />

exploitation programs well in advance of<br />

booking dates. Meeting with Pettengill were<br />

his assistant, Al Hildreth, and the following<br />

theatre managers: H. A. "Red" Tedder,<br />

Palatka: Bob Corbit, Daytona Beach; Fred<br />

Lee, Hollywood, and Bob Skaggs sr., this city.<br />

The ad men were Bill Dock, Miami, and<br />

Walter Tremor, St. Petersburg.<br />

Bob Harris, FST confections sales man-<br />

returned from a swing around theatres<br />

ager,<br />

in Frank Bell's west coast district . . . The<br />

FST film rental department has been moved<br />

from this city to the headquarters of the<br />

FST accounting department in Atlanta.<br />

Laurel Barton, former film rental head, has<br />

new duties in the FST home office here.<br />

Leonard Allen, who has resumed his job<br />

as Southeastern publicity man for Paramount,<br />

was receiving congratulations along<br />

Georgians in town included<br />

Filmrow . . .<br />

H. J. Wells, Kingsland; C. L. Jackson, Woodbine,<br />

and Nat Williams jr., Thomasville<br />

"Creature Prom the Black Lagoon,"<br />

.<br />

booked<br />

into the St. Johns Theatre by Sheldon Man-<br />

. . .<br />

dell, was partially made on location at<br />

Wakulla Springs in northwest Florida<br />

Patrick O'Neil, featured in the new Columbia<br />

picture, "The Mad Magician," is a native<br />

of Ocala, Pla.<br />

Role in Italy-Megged Film<br />

Tonio Selwart was handed a character role<br />

in Warners' "Helen of Troy," Cinemascope<br />

costumer being megged in Italy by Robert<br />

Wise.<br />






2110 CORINTH ST. • Harwood 7185 • DALLAS, TEX<br />


Jsnti STEWART<br />

Dorothy lAMOUR<br />

Fred MecMURRAT<br />

Victor mOORI<br />

Henry FONDA<br />

Horry JAMES<br />

Burgeis MEREDITH<br />



SEE US<br />


320 So. Second St. Memphis, Tenn.<br />


and<br />

DRIVE-IN<br />



3108 S. Boulevard Charlotte, N. C.<br />


: May<br />

15, 1954 63

. .<br />

.<br />



Announce with Pride<br />

the Appointment of:<br />


"JACK<br />

TtXAS<br />



TtCBE Aft<br />

EtWT (8)<br />

OF TtCSE<br />

T*ILL£BS<br />




502 South Second Street<br />

Memphis, Tenn.<br />



in<br />

the<br />


^sroR picriiRfs<br />

Ohannon Theatre, Portageville, Mo., has installed<br />

a 30-ton air conditioning system<br />

purchased from National Theatre Supply . .<br />

Mrs. Zula McDougald, owner of the Dixie<br />

Theatre, Monticello, Ark., has purchased a<br />

complete Cinemascope equipment system . .<br />

Sidney Wharton. Pastime Theatre owner,<br />

Warren, Ark., is putting in Cinemascope. The<br />

same type of equipment is al.so being installed<br />

at the Saenger Theatre, Pine Bluff, owned<br />

by United Theatres Corp.<br />

National also reported the sale of air conditioning<br />

equipment to the following: a 60-<br />

ton unit to the Haven Theatre, Brinkley, Ark.,<br />

thus completing air conditioning of the entire<br />

Haven circuit: Delta Theatre, Ruleville.<br />

Miss., owned by B. F. Jackson; Joy<br />

Theatre, Pontotoc, Miss., owned by Grady<br />

Cook, and the Lm-a Theatre, Augusta, Ark.,<br />

owned by Mrs. Lura Malin.<br />

. .<br />

Norman Fair has completely rebuilt his Fair<br />

Theatre, Somerville. Term., which had been<br />

burned to the groimd about a year ago .<br />

S. T. Freeman has reopened his Dell (Ark.)<br />

Theatre which had been closed for some time<br />

. . . Ben Hill, Universal, Dallas, was here<br />

working on "Fireman, Save My Child," which<br />

opened at Malco Theatre . K. H. Kinney,<br />

the Hays, Hughes, Ark., and Lyle Richmond,<br />

the Richmond. Senath. Mo., were in town on<br />

business.<br />

. . . Paul<br />

Mrs. M. R. Steger, Palace Theatre, Tunica,<br />

Miss., was booking on Filmrow<br />

Harrington. Ruffin Amusements Co.. Covington:<br />

R. E. Gillett. the Ritz, Dyersburg, and<br />

Dougla.ss Pierce, Jackson Drive-In. Jackson,<br />

were among visiting west Tennessee exhibitors<br />

U. Walker has opened his new 350-<br />

. . . car Sunset Drive-In at Winona. Miss., booking<br />

and buying out of Memphis. Mr. Walker<br />

built and sold the 270 Drive-In, Sheridan,<br />

Ark., and the 41 Drive-In, Amory. Mi.ss.<br />

Memphis is still talking about how the<br />

the best source of supply for the finest in<br />

approved equipment<br />

Cinemascope<br />

stereophonic sound<br />

wide screen<br />

in fact<br />

everything for the theatre except film<br />

wil-kin theatre supply, inc.<br />

atlanfa, go. • charlotte, n. c.<br />