Boxoffice-November.06.1954

. .
NOVEMBER 6, 1954
Inc mCU &^ W^^ m&to&TL rictuM
Theatre Owners of America elected a new set of officers at its Chicago convention. E. D. Martin is
the new president, succeeding Walter Reade jr., who becomes board chairman. Seated (I. to r.): R. R.
Livingston, secretary; George Kerasotes, vice-president; Martin; Reode; Alfred Starr, chairman, executive
committee; Pot McGee, vice-president. Standing (I. to r.): Herman Levy, general counsel; John Rowley,
vice-president; Joseph Rosenfield, vice-president; Samuel Pinonski, honorary board chairman; Mitchell
Wolfson, chairman, finance committee; Albert Pickus, vice-president. Re-elected, but not in photo, are
S. H. Fabian, treosurer; A. Julian Brylawski, Roy Cooper and Myron Blank, all vice-presidents .
Convention reports begin on Page 8.
IN THIS ISSUE
Dt leciiod (lij\s nirjtti^f ut the ('oil Ciffite of Kuiisms
,, . , , .
Bfu.
Edfl :
(ATIONAL EXECUTIVE EDITION
Kludin) IKi Stctlonil Niwi Pt(«i at All Editloni
©MEiM
TilATEi
SECTION

Leo's right in step
with the times as
he woos Miss Box-
Office with the
industry's TOP
Happy Holiday
offerings!

THANKSGIVING
WHIRL!
'
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•
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^
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I
L.
Tic^ o^t^y?h^wn7^cct(4J^
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NOVEMBER
Vol. 66
6, 19 5 4
No. 2
Harmony Through Understanding
D.HE THEATRE Owners of America,
meeting in Chicago, were up in arms over film
policies and sales practices and the air was
charged with declarations for "drastic action,""
some of which jiarallcled National Allied's plan
to seek governmental regulation of the industry.
There was heated debate, not only between a
distribution executive and TOA delegates and
officers, but between exhibitors themselves as to
what were the underlying causes of the conditions
over which there has been much exhibitor
complaint for the past year.
Viewed as a dramatic move was the advocacy
by Alfred Starr, TOA board chairman, of requesting
the Department of Justice to revise the
consent decrees to the extent of permitting
former theatre affiliates of distribution companies,
now divorced, to enter or to sponsor production
in order to supply the exhibitors' needs
for more product. This followed an earlier action
in which the assemblage passed a resolution to
set up a plan for the financing of independent
and other producers, with pledges signed by
exJiibitors to invest a full week's film rental
for each of their theatres for such a purpose.
Industry veterans will recall similar actions taken
in the past, one of which resulted in the formation
of First National Pictures, as a producing
and distributing entity.
There was much corridor comment on the
militancy that was evidenced by the forthright
approach to all questions of trade practices.
The body was determined to reverse the trend
of higher and higher film terms and accompanying
operations that they declared are threatening
their existence and some advocated the strongest
measures possible to achieve this objective.
There were, of course, those who favored other
than extreme measures.
The calm, yet forceful, approach to the situation
made by Pat McGee in his keynote address
made a strong impression. He pulled no punches
in citing the evils that existed, their causes and
dangers, not only to exhibition, but to production
and distribution, as well. And he came forth
with specific suggestions for remedial steps that
might be taken.
It was clear, not only from what Mr. McGee
said with reference to the need for a merging of
exhibitor organizations into one strong national
unit, but from the views thereon expressed from
the floor and by other TOA leaders, that such
a possibility seemed closer than ever before.
From the tenor of the meetings, Mr. McGees remark
that "the areas of agreement (with other
organizations) are large and we should take
steps to bring this about quickly" was an understatement.
The similarity of thought, expression
and action was so much like that evinced at
.•Mlied meetings that, indeed, if there were any
difference between the two organizations, it was
merely in name and, perhaps, in approach to
dealing with the problems common to both.
Speaking of corridor conversations, this observer
was told by a number of exhibitors that
considerable alleviation of the problems complained
of could result from better working relations
among e-\hibitors themselves, especially
in competitive situations. Some decried the bidding
position they were placed in by greedy
competitors who wanted all of the better pictures
and who offered ridiculous terms, leading to the
so-called "unconscionable' demands of distributors.
The print shortage and the product dissipation
practices were said to stem, to considerable
degree, from this condition. We were informed
of specific cases, some of which seemed
ahnost unbelievable. But we know they exist. Of
course, some of these conditions may be the result
of distributor policies, albeit distributors
have put the blame on exhibitors for multipleruns,
extended runs and the upsetting of orderly
clearance.
Regardless of who is to blame, a condition
exists that urgently needs to be eradicated and
it is to the industry's best interests that a way
be found—by the industry—to adjust these matters
quickly and as amicably as possible. If, as
Al Lichtman said, his company, for one, is willing
to sell exhibitors on any basis that will provide
a fair and equitable contract, it would seem
that only the proof of unfairness of deals complained
of is necessary. Whether or not the
fault lies with competitive exhibition situations,
the distributor, whose product is involved, is a
factor therein and his sincere effort to resolve
these matters should be helpful, to
say the least.
Mr. Lichtman also made the statement that
the distributors know the grossing potential of
every theatre in the United States. They should,
therefore, know what is a fair proportion of
ticket receipts each theatre can pay and, if they
apply this ratio of film cost to income—allowing
for some exceptions in the instance of extremely
high-powered or high-cost films—the area of
disagreement would, at least, be reduced. Distributors,
then, along with exhibitors, would be
able to devote more time to the promotion and
merchandising of films and the consequent upbuilding
of patronage which would help just that
much more to improve the earning possibilities,
both for buyer and seller.
There is right and wrong on both sides of the
fence. But, with a statesmanlike approach at a
roundtable discussion between producers, distributors
and exhibitors—as Mr. Lichtman suggested—a
sound solution, with some degree of
permanence, might be found.
Exhibitors are now paying dearly for the
"outside" interference that was brought into previous
efforts to settle inlra-industry problems.
Before the industry pulls itself completely apart,
the bickering and threatening and pressures had
best be stopped.
\Jiv^ yMJL^^yf^

TOA CONVENTION REPORT
TOA VOTES PLAN TO FINANCE
INDEPENDENT FILM PRODUCERS
Association Hopes to Force
Down Price of Films and
Create Buyers' Market
By NATHAN COHEN
CHICAGO—Theatre Owners of America
pulled up all of its big guns in the fight
between exhibitors and distributors on
product shortage and film prices.
Pi'om all indications, the two basic segments
of the motion picture business are
poised for a showdown of strength. There
was no mincing of words at the annual
convention of TOA, and the exhibitors
stripped down for action by endorsing some
ventures which possess potential potent
wallops.
The exhibitor organization unanimously
approved a step which will establish a giant
financing organization to help independents
produce important pictures. Through it TOA
will become the bankroller, the "angel," the
encouraging force behind the making of independent
pictures in a move to force down
the price of films and to create a buyers'
market in the industry.
Not only did the convention take this tremendous
step, but Alfred Starr, chairman of
the executive committee, in a rousing,
straight-forward talk about the seriousness
with which exhibitors consider their forthcoming
battle with distribution, intimated
that the organization is ready to step ahead
on other fronts. Mincing no words, he delivered
the warning directly to Al Lichtman,
director of sales for 20th Century-Pox, after
Lichtman had personally gone before the
convention in an appeal to exhibitors to sit
down with company heads to talk over differences.
Although it was not so announced, it
was interpreted by TOA executives that the
20th-Pox sales chief was presenting the views
of all major distributors, despite Lichtman's
having stated he was speaking only for his
company.
This is what Starr said:
1. "It is high time we ask the Department
of Justice to review the results of the consent
Record Attendance Mark
Of 1,053 at TOA Meet
Chicago — The Theatre Owners of
America convention drew 1,053 officially
registered guests, the largest ever to attend
an exhibitor association convention.
The exhibitors and others in various
branches of the industry represented 39
states, Canada, Alaslia and the District
of Columbia.
This expanded growth of TOA is a
tribute to the organizational worls which
was carried on in 1954. There were more
than 100 theatremen from the west coast
area, where four new units were established
during the year.
Pat McGee Favors Early
Merger of TOA-AHled
CHICAGO—Merger of Theatre Owners of
America and Allied was suggested by Pat
McGee in his keynote address before the
TOA convention at the Conrad Hilton Hotel
Monday (1).
"Since the reasons for the separation between
Allied and TOA have long since disappeared,"
he said, "these and other exhibitor
organizations should unite. A single theatre
group, in which no one will lose his identity,
would pool our manpower and resources to
further our mutual interests. There are no
stumbling blocks that I can see. Indeed, the
areas of agreement are large and we should
take steps to bring this about quickly.
"We should then appoint an action committee,
headed by a single executive of experience
who would be empowered to explore
the methods of financing those producers who
need it, methods of assuring more efficient
distribution and methods of increasing production
in general. The time for conversation
has past. When the machinery is ready, we
must then back it with playdates and with
money. Once having set forth on these objectives
we must pursue them relentlessly."
McGee outlined these objectives under four
points:
"(1) Encourage present producers to make
additional pictures as good as they know how.
"(2) Encourage foreign producers to analyze
our needs in the United States and
make pictures that will interest American
audiences. This can be done by using American
stars in foreign productions coupled with
foreign personalities. The roster is loaded
decrees and to see whether we got any of
the benefits of those decrees.
2. "We will ask for modification of the decrees
to permit former theatre affiliates of
the distributors to produce and distribute
pictures to relieve an artificially contrived
sellers'
mai'ket."
Such a step, said Starr, would allow such
former affiliated circuits as Stanley Warner,
Paramount Theatres, and National Theatres
to start making pictui'es, not only for their
own theatres but for independent theatres.
The board later voted to make an official
proposal to the Department of Justice that
former theatre affiliates of the majors be
permitted to produce and distribute motion
pictures with the explicit understanding "that
all existing safeguards against monopolistic
control continue to be rigidly enforced."
"God help you. if the government ever
regulates our business," Lichtman warned the
convention. "The decrees helped no one.
One of the reasons for the shortage of pictures
was the abolishment of block booking.
Another was divorcement, which made the
making of the smaller pictures unprofitable.
BULLETIN
Chicago—The proposal of Ben Marcus,
president of Allied States Ass'n, that
Allied and TOA start "going together"
as a means of discussing mutual problems
has been accepted by the Theatre
Owners of America. Walter Reade jr.,
retiring president of TOA, to whom Marcus
addressed his letter, was authorized
by the board to write to the Allied chief
and suggest that committees representing
the two organizations meet at their earliest
convenience to discuss the thoughts
contained in the Marcus letter."
with names of current stars Vv'ho came from
foreign countries and found a home in the
hearts of American theatregoers. Put Gina
Ijollobrigida in one good American-style movie
and you will have another star. Mr. Rank
wants a larger share of the American market.
Our screens are open to him, but he must
find a way of appealing to the American
theatregoer who so far has shown no interest
in most Briti-sh pictures.
"(3) We must have a distribution channel
more sympathetic to our needs for product
during April and May, November and December,
when we really must tighten our belts
for lack of film.
"(4) There are many encouraging developments,
such as Freddie Schwartz's Distributor
Corp. of America. Bill Goldman's new
production company, Filmakers, Makelim, and
others who must be encouraged, especially
at their inception, to get them off to a good
start."
With this market cut off, producers were no
longer able to maintain stock companies of
players."
But the convention was in no mood to discount
the advantages of some government aid
in some form.
Starr said he could sympathize with the
Allied threat of seeking enactment of a bill
to establish government regulation of film
prices.
"Desperate men seek desperate measures,"
he told Lichtman.
If the Allied convention in Milwaukee three
weeks ago was militant in tone, TOA's approach
to the same subject was equally warlike,
and surprisingly so. as it was not anticipated
that the association would go so
far in stating its position on the trade policies
of the distributors.
The TOA financing organization will not
be limited to members of the association.
Any theatre, legally able to join a pictureproducing
organization, will be welcomed as
a supporter of the company. Former distribu-
(Continued on page 10)
BOXOFFICE November 6. 1954

TOA CONVENTION REPORT .
Cont'd
NEED MORE GOOD FILMS TO SAVE
EXHIBITION. McGEE TELLS TOA
Declares 8,000 Theatres
In Danger While Large
City Spots Prosper
CHICAGO—Pat McGee hit straight from
the shoulder in his keynote address Monday
1 1 ) for the opening of the Theatre
Owners of America convention by asserting
that unless the industry turns out more
good pictures it cannot survive.
"We have a tremendous selling job to get
more people into the theatres and this job
will not be done by relying on a few big
pictures at increased admission prices," he
declared.
CRITICIZES EXTENDED RUNS
Other highlights of his address were:
Eighty per cent of theatres are grossing
seven per cent less than last year, despite
the $123,000,000 tax saving.
Extended playing time at increased rentals
and a reduced number of pictures are forcing
some theatres to hold features until
they pass the break-even point.
Unless more pictures are provided, 8.000
theatres may be forced to close.
There is danger of pricing theatres out of
the market through increased admissions.
Forty and 50 per cent rentals have reduced
profits to a point that makes proper
maintenance impossible.
McGee's comments were not all critical.
He praised Spyros P. Skouras for introducing
Cinemascope and stimulating business
and said he thought 20th Century-Fox was
entitled to profit from its gamble, even
though exhibitors disapproved some of the
early methods.
Explaining that his purpose was not to indulge
in any name-calling, McGee said, "We
should, and no doubt will, encourage the
makers of pictures to continue doing their
level-best to provide as many fine films as
normal limitations permit."
HOPES FOR IMPROVEMENT
McGee then expressed the hope that "our
friends in production and distribution will
try to listen and to join with us iji curing
conditions which should not exist." He asserted
that it was in the interests of production
and distribution "when we point out
things which are damaging—in the hope that
through reasonable and friendly discussion we
can improve what is bad, while retaining
what is good."
McGee next pointed to the steady decline
in attendance since 1946 which has not as yet
been checked.
"In om' own circuit (Cooper Foundation
Theatres), attendance is seven and one-half
per cent below a year ago, while our dollar
volume has increased six per cent, which
should have been a 12':; per cent increase,
based on the fact that we have a net savings
of 12'^ per cent on the excise tax. With increased
film rentals of five to 10 per cent,
you can see what happens to the profits.
"Even in the days when we boasted of
selling 80 to 90 million tickets a week, we
never had that many individual theatre-
E. D. Martin Succeeds
Reade As TOA Head
CHICAGO—Edwin D. Martin, a second
generation exhibitor whose family was in
the motion picture business before he was
born, is the new president of Theatre Owners
of America. He succeeds Walter Reade
jr.. who, like him, also is the son of an early
exhibitor. Reade becomes chairman of the
board of directors.
Martin, who is president of the extensive
chain which bears the family name, lives in
Columbus, Ga. He has been in theatre work
for almost as long as he can remember, although
his active participation in the Martin
circuit did not began until his graduation
from the University of Georgia. His father,
the late Roy Martin, developed a chain of
theatres which extends throughout the southeast
and now comprises approximately 139
indoor and outdoor theatres.
Alfred Starr, Nashville, was elected chairman
of the executive committee. Until the
convention, he had been chairman of both
the board of directors and the executive
committee, but the convention decision was
to separate the two offices. Stan- is a former
TOA president. Samuel Pinanski of
Boston was elected honorary chairman of
the board, a post previously held by the late
Charles P. Skouras. Eight vice-presidents
were elected, six being renamed and two
added. Elected for the first time were George
Kerasotes, Springfield, 111., and J. J. Rosenfield.
Spokane, Wash. Renamed were A. Julian
Brylawski, Washington, D. C; Roy Cooper.
San Francisco; Pat McGee, Denver; Myron
goers. We had about 45 million frequent attenders.
People did go two and three times
weekly, but with the declining number of
pictures there is also a proportionate decline
in the opportunity to attend, which is one
explanation for lowered attendance in total.
"As an industry, we have a tremendous
selling job to get more people into the theatres,
and this job will not be done by relying
on a few pictures at increased admission
prices. MGM's Ticket Selling Workshop
is a step in the right direction on this matter.
No question but that exliibitors must
work just as hard as producers and distributors
to sell more tickets."
Admitting that some advanced-price shows
have helped to increase gj-osses in a few big
cities, he said that such results would not
hit 80 per cent of the theatres. In this respect,
he hit at the idea that fewer, but better,
pictures are the answer to the industry when
he said, "Such a policy will eventually kill us.
We say, always try for better pictures,
but more of them, to keep up the interest
in the thousands of theatres in smaller communities
of the country which cannot live
in a market of short supply.
Blank, Des Moines; John Rowley, Dallas, and
Albert Pickus. Stratford, Conn.
Robert Livingston of Omaha was again
named secretary and S. H. Fabian of New
York was re-elected treasurer. In a shift in
the manner in which the important finance
committee is organized, the board of directors
elected Mitchell Wolfson chahman and
authorized him to name a committee of not
less than three and not more than five, to be
selected on a geographical basis. Previously,
the finance committee had two co-chairmen
who carried on the total program. Herman
Levy of New Haven was again chosen as
TOA's general counsel, a post he has held
since the organization's inception.
A 23-man executive committee was elected,
with special emphasis paid to picking a body
which represented a wide geographical area.
Elected were;
Carl E. Anderson, Kalispell, Monf.; Art Adamson,
Portland, Ore.; Tom Bloomer, Belleville, III.; Jock
Braunagel, Kansas City, Mo.; James Carbery, Little
Rock, Ark.; C. E. Cook, Moryville, Mo.; Horace Denning,
Jacksonville, Flo.; Edward L. Fabian, New York;
Nathan Greer, Santa Fe, N. M.; Mack Jackson, Alexander
City, Ala.; M. A. Lightman jr., Memphis, Tenn.;
R. M. Kennedy, Birmingham, Ala.; Arthur Lockwood,
Boston, Moss.; Morris Loewenstein, Oklahoma City;
Roy Martin jr., Columbus, Ga.; Martin J. Mullin,
Boston; J. J. O'Leary, Scranton; A. Fuller Sams jr.,
Sfafesville, S. C; Jay Solomon, Chattanooga; Morton
Thalhimer, Richmond, Va.; David Wallerstein, Chicago;
Robert B. Wilby, Atlanta; Nat Williams, Thomasville.
Go.
Samuel Pinanski was chairman of the
nominating committee, which included L. S.
Hamm, Carl Anderson, James Carbery, David
Wallerstein, R. M. Kennedy, Mitchell Wolfson.
"As the number of pictures available to
us decreases, those theatres in key cities find
their film terms and length of runs increasing.
The too-high film rental reduces or
eliminates your profit to start with. The
too-long rim causes you to reach the point
where the declining gross brings you to the
break-even point and the lack of a picture
to follow compels even further extending the
run, and this throws you into a loss.
"Theatres which changed three and four
times a week now change twice a week. If
they change oftener, they are picking up
old pictures which have played many times
already, merely to fill out the playing time
and with no hope of profit. These problems
could be cured quickly with a larger supply
of good pictures."
He further said that under the policy of
fewer pictures, key cities find rentals and
length of runs extended, which results in a
reduced or eliminated profit.
"Fi'iends of mine in distribution have actually
said they are reconciled to the loss
of 5,000 additional theatres. This is a heart-
(Continued on page 10)
BOXOFFICE November 6, 1954

PuUeSe^HU
Elmer C. Rhoden Named Head
Of National Theatres Corp.
As successor to Charles P. Skouras he will
retain headquarters on the coast, however
will not relinquish residence in Kansas City
where, he says, his roots are too deep. At
testimonial dinner given him by the industry
in Kansas City on Oct. 24, 1945, Skouras had
openly expressed wish that, when he retired,
Rhoden would become the circuit's president.
Attending the board meeting in Los Angeles
Thursday (4) were Rhoden, Gregson
Bautzer, John B. Bertero, Peter Colefax, Maj.
Gen. Ben F. Giles, Earle G. Hines, Willard
Keith, Richard W. Millar, F. H. Ricketson jr.,
and Graham L.
Sterling.
*
Ask Senate Group to Probe
Policies of Distributors
Southern California Theatre Owners Ass'n
dispatches another communique to small business
committee, charging that exhibitors are
now operating on a "day-to-day" bafis and
need relief.
•
Paramount Reports Increase
In Nine Months' Earnings
Consolidated profit of company for period
estimated after taxes at $6,390,000, compared
with $4,996,000 for the same 1953 period, a
gain of $1,394,000; represents $2.89 a share.
•
Republic 39-Week Profit
Drops Below Last Year
Report net of $776,971 after federal tax
provision and estimated federal normal and
surtaxes, for period ending July 31, compared
with $823,155 for the same 1953 period.
*
Industry Studying Effect
Of National Elections
Democratic control of the House will mean
new personalities to deal with in Washington;
antitrust reaction will be watched; New York
exhibitors mildly hopeful new state administration
will end city ticket tax.
Ik-
Eric Johnston Plans Leaving
For Australia November 9
MPAA pre.sident will fly to Australia, where
he will stay for ten days, then go to the
Philippines and Japan; will be away four
weeks; trip to Hong Kong and Formosa
called off.
•
MPEA Favors Recommendation
For Single Film Festival
Welcome proposal of International Federation
of Film Producers Ass'n meeting in
Madrid that only one such event be held annually
beginning in 1956, with no country to
sponsor two successive years.
•
Jack Clink Is Head Engineer
Of Perspecta. Fine Sound
Appointed to post by Elmer O. Wilschke,
operations vice-president of the two companies;
also will be recording supervisor; has
had 20 years experience in the industry.
TOA CONVENTION REPORT .
Financing Plan
(Continued from page 8)
tor affiliates may, temporarily, be ineligible
to participate in such a venture.
The association will start working on the
mechanics of the organization immediately.
The plan itself was presented to TOA by its
west coast units in California, Oregon, Washington,
Montana and Alaska, through L. S.
Hamm of San Francisco, an attorney and exhibitor
who has been prominent in exhibitor
association affairs for many years. He
called the plan "the roar of the Pacific."
Under the TOA proposal, exhibitors will
be asked to pledge a minimum of one week's
total film rental into the financing pool. This
proposal had an immediate acceptance.
Mimeographed pledge forms were distributed
to convention delegates a few minutes after
the decision to get into production was
made, and hundreds of theatres were reported
to have signed up. Immediate figures
were not revealed, but Starr said the response
was "fantastically" successful.
AGREE TO PLAYING TIME
In signing the pledge, exhibitors not only
agreed to advance or contribute "in whatever
manner shall be determined to be lawful"
the one week's film rental, but agreed
to offer playing time to all pictures produced
and released through the plan.
The TOA board is to name a committee
of not more than five trustees for the purpose
of receiving subscription funds for the
formation of the finance company, with at
least one not to be a member of TOA. This
group will serve until such time as the
financing organization is legally prepared to
receive funds. It also will be the function
of the trustees to proceed with the mechanics
of creating the company.
A $5,000 loan was extended to the trustees
to meet organizational expenses. It was
pointed out that the company will not be
a TOA organization, but is merely being created
with the help of the exhibitor group to
bring more product into the market.
TO SUPPORT MAKELIM PLAN
The TOA plan is in no way to be considered
a "brushoff" to the Makelim plan
which Allied States Ass'n is backing.
"We urge support of that plan," said Herman
Levy, general counsel. "We are simply
taking another approach to reach the same
end of supplying the market with adequate
product."
When the convention was on the topic of
film rentals, product shortages and trade
practices, the mood was a militant one. The
exhibitors appeared to be dead serious about
taking drastic action to halt the trend toward
the 70-30-10 type of picture and the frequency
of the 50 per cent features, and ending the
product shortage. This was evident at a special
session held by small-town exhibitors on
the opening day of the convention, at an offthe-record
get-it-off-your-chest gabfest, and
at the explosive meeting addressed by Lichtman.
The Lichtman session started out calmly
enough, with the 20th-Fox sales executive delivering
his talk, and getting a big hand. The
question and answer period which followed
was on a friendly, let's-try-and-get-along
ba.sis until Morton Thalhimer, president of
Neighborhood Theatres, Inc.. a circuit operating
in the Virginia territory, rose to say
that he wasn't at all satisfied with what
. . Cont'd
had been said at the convention.
"What exhibitors can't understand," he declared,
"is why they are having such a tough
time getting along when distributors axe
doing so well. The exhibitors can't understand
why they have to tell their 52-weeks-ayear
customers that the price of a picture
has gone up to $1 or $1.25. They can't understand
why it is impossible for 20th-Fox to
make more pictures.
"Kind remarks won't keep theatres open,"
he warned. "Pictures are getting so scarce
that we grab at even the big-price pictures,
and we'd be hypocrites if we sat here and
offered no protest to the situation."
Lichtman said he was aware of the shortage
of product, but he said that in these
days when only the top pictures make money,
studios couldn't afford to turn out ordinary
features just to keep pictures rolling off
the production line.
Actually, he declared, the studios are not
equipped with enough creative talent to turn
out more than 16 to 20 pictures a year.
Weecf Goocf f/7ms
(Continued from page 9)
breaking thing to those exhibitors numbered
among the 5,000. The disparagement of the
small-town theatre and the neighborhood
theatre shocks me, perhaps, most of all. The
dollars and cents value of these theatres
may not be great. The social value ol these
theatres and their value as developers of
'feeder business' is beyond estimate.
"Wise sales analysts have demonstrated
that while a smash picture can recover its
investment in the larger situations, that the
widest possible playing time is needed to
rescue the run-of-the-mill picture and the
nervous 'A' picture from the loss columns.
"Distributors have watched the key center
grosses and have assumed that they can
get 40 per cent and 50 per cent film rentals
without question, when we know that 80 per
cent of the theatres, by paying such terms,
have reduced their profit margins to the
point where they cannot maintain their properties.
"It is not healthy for exhibitors that a
market of short supply exists. Nor is it healthy
for the producer. Exhibitors going out of
business naturally look for relief—even to
the government. This, we of TOA do not believe
to be a good answer.
"When the field representatives bring a
new picture to an exhibitor on a 'must' 50
per cent basis, with a take-it-or-leave-it attitude,
relations between us must deteriorate.
When distributors, bound by court decree to
establish reasonable clearance between theatres,
use film terms as the deciding factor,
goodwill is not created. I know that in many
centers, a distributor, with, say, six prints
available for a second run, sets an arbitrary
50 per cent or 40 per cent film rental and
sells the pictures to those suckers who agree
to the terms, only to play these top pictures
at a loss.
"Other distributors, without exhibitor requests,
are demanding bids from sub-runs on
limited prints, with no indication of what
terms will be acceptable. This produces overbidding,
and losses without adjustment. While
it may be legal, it is clearly a sharp business
practice.
"It is not right to set an arbitrary sales
policy and try to apply it to all communities.
It is bearable in some places and unbearable
in
others."
10 BOXOFFICE :
: November 6, 1954

TOA CONVENTION REPORT . . . Cont'd
Predict Vast Income
For TV in Theatres
assault," the committeemen stated,
CHICAGO—Theatre television will enable
exhibitors to offer "the biggest attractions
especially if they are in color, and attract
vast audiences from coast to coast," S. H.
Fabian and Mitchell Wolfson, co-chairmen of
the Theatre Television Committee, reported
to the Theatre Owners of America.
"We are on the eve of developments that
forecast a different theatre business than we
have known," the report concluded. "The
far-seeing exhibitor will face this future with
confidence and boldness and be ready to ride
with the tide."
The tone of the report throughout was
optimistic.
"Unable to overwhelm us with the powerful
initial
"TV is raiding our vaults for star product of
yesteryear and organizing a deep flanking
movement to disrupt our source of picture
supply and immobilize our patrons in their
homes through metered TV.
"We have the weapon for a powerful
counter-attack, but are exceedingly slow in
developing its mighty potential. For additional
revenue and for recouping patronage
taken from us by the lure of 'free' entertainment,
closed-circuit TV is a reinforcement
which can advance us to a new era in the
history of theatres."
The four existing systems for pay-as-yousee
TV were reviewed. It was pointed out
that, if the Federal Communications Commission
should approve these systems, it
would "eliminate the middleman (every exhibitor
in the United States) and encourage
direct producer-to-consumer buying of motion
picture entertainment on a vast scale."
Sports "could be a major magnet" for patrons,
the committeemen said. Sports promoters
would "inevitably gravitate" toward
theatres, if more seats were available, the
committee predicted, and bottlenecks on long
lines and local loops would disappear.
TOA Accepts NBC Offer
For Free 'Spectaculars'
CHICAGO — The most definite
marriage
proposal motion pictures has received from
commercial TV has been accepted by Theatre
Owners of America. The offer came from
the National Broadcasting Co., and the network
is ready to turn one of its 90-minute
"spectaculars" over to the motion picture industry
free.
R. J. O'Donnell of the Interstate circuit
revealed to the TOA convention that Frederick
Wile, vice-president in charge of the
NBC operation in Hollywood, had offered
to turn one of the "spectaculars" over to the
film industry early in 1955, and that if the
program is successful, the TV network would
consider three or four such programs a year.
All the industry would be asked to provide
would be clips from upcoming pictures and
some personal appearances by stars. NBC
would pay the lines charges, and put about
$50,000 into the program's production costs.
Wile placed the continuance of the programs
on the basis of whether the industry considered
them "beneficial."
O'Donnell received the endorsement of
TOA. and with this backing he is to go to
Hollywood with several other exhibitor leaders
in an effort to interest the studios in providing
the necessary clips and star appearances.
Walter Reade jr., calling the board of directors of TOA into 1954 session, tells
them that attendance was the best in the history of the organization. More than 60
exhibitors who serve on the national board attended.
Govt Controls
Not Regulate,
Ask for Availability
On Automatic Basis
CHICAGO — Exhibitors in Washington,
D. C, are calling for automatic 21-day availability
for subsequent run theatres, whether
the "break" comes on preferred weekend dates
or not.
Through the Motion Picture Theatre Owners
of Metropolitan D. C, theatremen charged
that, under the present 21-day availability
plan, pictures frequently break considerably
later than the 21-day period. They also contend
that all so-called top pictures now are
set to break on Friday, Saturday or Sunday.
In other words, if the 21st day comes midweek,
the companies will not permit a theatre
to book the film until the weekend, the
association charges.
By making the availabilities automatic, the
companies would eliminate a situation which
has practically all 21-day theatres playing
the same picture day and date, "a condition
which has caused much complaint from theatregoers
and has hurt the income of the
theatres in this availability classification."
The association also made these complaints
in a resolution presented to the TOA convention
here: il) That due to so-called print
shortage a sub-run exhibitor must frequently
rearrange his bookings to his detriment; (2)
that on certain pictures distributors have
disregarded the established scales and have
insisted on fixed, top percentage terms, which
do not make allowance for boxoffice fluctuation.
Pioneers Dinner Attracts
Coast-to-Coast Attention
NEW YORK—Reservations coming in from
the coast, south and middle west have given
national significance to the 16th annual
showmanship dinner of the Motion Picture
Pioneers to be held November 17 at the
Sheraton Astor Hotel. It will honor S. H.
Fabian as "pioneer of the year."
Would Regiment,
Says Wolfson
MIAMI—Mitchell Wolfson, a partner in
Wometco Theatres of Miami, Fla., who is
chairman of the finance committee and a
former president of TOA, is strongly opposed
to federal controls of film distribution. As his
personal reaction to this advocacy, he issued
the following statement:
"We are very much opposed to Allied States'
plan to seek federal control of film distribution.
"Their plan speaks of regulation, but invites
regimentation. I have read Mr. Myers'
bill and it gives me the shivers. I continue to
believe in the people of America and their
common sense which will regulate business
so that it shall provide continued safeguards
and opportunities for our children and their
children; but I am strongly opposed to the
loss of the American concept of a free market
which this bill proposes by substituting control
by the federal government.
"The making of more pictures must be encouraged
by exhibitors. For this reason, there
must remain hope of gain, if we are to hope
that there will remain those willing to risk
making pictures of unusual boxoffice value.
Limit the hope and you limit the hazard men
are willing to face; predetermine his potential
and you will preempt his performance.
"As exhibitors, we should continue a united
fight for fair prices and policies, but we
should not seek the help of professional
politicians who owe no allegiance of heart
and may well become guests who will eat more
than we can place on the table.
"We want more pictm-es—not more policies.
We should work to that end in unity and not
force prices up by trying to out-bid each
other.
"Those who grow fat on government by
bureaucracy would welcome another teat to
milk. I'd prefer we keep that nourishment
for those who own the cow."
New Universal Dividend
NEW YORK—The board of Universal Pictures
Wednesday (3) declared a quarterly
dividend of $1.0625 a share on the i^t per
cent cumulative preferred stock of the company.
It will be payable December 1 to stockholders
of record November 15.
BOXOFFICE :: November 6, 1954 11

—
TOA Convention
flRBITBATION was not a convention floor
topic, but the board of directors reaffirmed
its stand for a forceful arbitration
system for the film industry. Herman Levy,
TOA general counsel who is drafting the text
of a proposed arbitration plan with Adolph
Schimel, representing the distributors, said
he will resume his conferences when he returns
to New York later in the month. He
has a number of regional TOA conventions
to attend before getting down to the job of
finalizing the arbitration plan.
* * *
The convention was not without its moments
of pleasantries. Equipment and supply
manufacturers, and dealers seemed to vie
with each other for the opportunity to entertain
the exhibitors. At luncheon Tuesday,
United Film Service, Inc., and Motion Picture
Advertising Co., Inc., were hosts; Monday
night, TESMA and TEDA were hosts at
an open house party; Tuesday evening, the
Coca-Cola Co. entertained with a cocktail
party at the Blackstone Hotel; Wednesday
noon, the luncheon was on Motiograph, Inc.,
the Nestle Co., Radio Corp. of America, National
Theatre Supply Co., Charles E. Hires
Co. and Radiant Manufacturing Corp.
Wednesday night the guests went by bus to
the Tam-O-Shanter Country Club for a
Pepsi-Cola supper and square dance and,
preceding the TOA banquet, the delegates
were guests of National Carbon Co. for cocktails.
* * «
Bruce Balaban, son of A. J. Balaban,
screened a 30-minute television film which
plugs upcoming pictures, and which is being
sold to local sponsors as a package deal across
the country. The film is exclusively for TV
distribution. Balaban said distributors are
cooperating with him in providing clips. He
asked TOA to support the project. The film
does not involve exhibitors as sponsors.
* *
Harold Eskin of Philadelphia told the convention
something ought to be done about
exorbitant bidding. The companies ought
to reject unreasonable bids, he said. When
a theatre with a maximum grossing possibility
of $4,000 a week bids S3,500 for a picture,
something ought to be done to save that exhibitor
from ruining himself, he said.
At the drive-in theatre forum, Eddie Clark,
who operates an indoor-outdoor theatre at
Metropolis, III., reported his winter business
was equal to 80 per cent of his summer gross.
The executive contingent from the
Schine circuit, Gloversville, N. Y., gets together.
Left to right: Louis W. Schine,
George Lynch, Donald G. Schine, son of
Louis, and Seymour Morris, director of
advertising and publicity for the circuit.
Sidelights
while his concession business was 110 per
cent of his summer take. Clark recommended
that drive-in operators add an indoor auditorium
to their outdoor operation. He has
a 523-seat house in a 420-car drive-in. In
November, on a 60-degree night, 40 per cent
of his patrons will go into the indoor auditorium.
But on any winter night, no matter
how bitter the cold or biting the wind, you
can count on a substantial number of hardy
patrons who will wrap up in blankets and
stick it out in the car, he said.
* * *
Hy Fine of Boston, presiding at Wednesday's
luncheon, told about the Arkansas exhibitor,
short on product, who went to one of the
Memphis exchanges looking for a reissue that
might do him some good. He thumbed
through the releases of the past six or seven
years, came across a likely title, said he'd take
it. The booker said okay, the terms would
be 50 per cent. The exhibitor looked increduously
at the booker, "You're crazy," he protested.
"This picture won't gross 50 per cent."
A group of Missourians meet. Left to
right: Louis Ansell, veteran St. Louis
theatreman; Edward B. Arthur, St. Louis
Amusement Co. general manager; L. J.
Williams, Union, Mo.; Frank Plumlee,
Farmington, Mo., and Joseph Ansell of
St. Louis.
After Al Reynolds, general manager of the
Ezell Drive-In circuit, reported to the drive-in
forum that his circuit had installed Piberglas
screens in 21 theatres in ten Texas cities
at a cost of $12,000 each, Joe Marshall, who
runs the Starlite Drive-In in Danville, Ky.,
got up and said he got a "glass" screen for
$175. He was watching a state crew paint the
white stripe down the center of the highway
alongside his theatre, and thought the highly
reflective stuff might work on his screen. So
he got himself ten gallons at $4.50 a gallon,
had a crew brush it on, and now, he vows, he
has the best screen in his part of the country.
It is a Sherwin-Williams product with some
kind of a "glass" ingredient.
* * *
The troublesome problem bothering exhibitors
in situations adjacent to military installations—the
showing of first run pictures at
low prices to which civilians are admitted
may be solved soon. Walter Reade jr., retiring
TOA president, said that talks with military
personnel have been going on for about
six months in an effort to eliminate this
unfair trade practice.
• • *
The grass roots exhibitors are to have "an
even larger and more forceful representation"
in the TOA organization, as a result of the
personnel complexion of the new executive
committee. Selections were made on a geo-
E. D. Martin (center), newly elected
president of TOA discusses some industry
problems with Ben Shiyen (right), publisher
of BOXOFFICE, and Gaston Bureau
jr., executive of Paramount Gulf
Theatres, New Orleans.
graphical basis, and the plan is to give increased
responsibilities to the small-town
theatreman. When it was learned, for example,
that about 100 exhibitors in towns of
less than 5,000 population, were registered at
the convention, a special meeting was set up
for them immediately, so that their problems
could be discussed, both in private and on
the convention floor.
* * •
"I'll let you in on a secret," confided Alfred
Starr, chairman of the executive committee,
to the tradepress. "Ed Martin, who is TOA's
new president, and I are both members of
Allied, and have been for years and, I believe,
Martin is an officer of one of the regional
Allied units." This "confession" came after
Starr had discussed at a press conference
the invitation extended by Ben Marcus
of Allied to start going together with the
view of an eventual "marriage" of the two
national exhibitor organizations.
* * *
The board adopted a resolution placing
TOA on record as a participant in the industry
fight against subscription television.
The association was authorized to combat
pay-as-you-see TV "in every legal way available
to it" and to participate in the activities
of the national exhibitor committee established
to pace the fight.
* * *
The board adjourned "in solemn memory"
of Charles P. Skouras, who was honorary
member of the board at the time of his
death. The board voted to furnish a room in
the Sunday school of the St. Sophia Cathedral,
Los Angeles as a memorial to the former
exhibitor leader. It was Skouras who
spurred the building of this Greek Orthodox
Cathedral. A committee consisting of L. S.
Hamm, San Francisco; E. C. Rhoden, Kansas
City, and Herman Levy decided on the memorial
plan.
Participating in convention discussions
were, left to right, this Tennessee delegation:
Mr. and Mrs. J. M. Force, of the
Lakemont Drive-In Theatre, Alcoa, Tenn.;
Walter Morris, Knoxville. and Morton
Tune, Princess Theatre, Shelbyville.
12 BOXOFFICE November 6, 1954

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TOA CONVENTION REPORT . . . Cont'd
TOA Resolution Text
To Back Production
CHICAGO—The text of the TOA resolution
establishing a bankroll organization to
finance the production of motion pictures
follows:
"Whereas, the existing policies and practices of
the 'so colled' major producers and distributors of
pictures in the curtailing of production, and in demanding
unreasonably extended playing time, and
other oppressive methods, have resulted in a condition
detrimental to the interests of the theatre
going public, and are seriously threatening the existence
of exhibitors; and,
"WHEREAS, it is the conviction of this convention
that the present deplorable conditions can be relieved
only through the increased production of more
better pictures, so that each exhibitor shall have
available to him a steady flow of good product at
fair rental; and that such relief should be implemented
through prompt and decisive action on the
port of Theatre Owners of America, Inc.;
"NOW, THEREFORE, be it and it is hereby
RESOLVED: That before the closing of this convention
the board of directors of this organization, by
suitable resolution, authorize, empower, and direct
its officers to take necessary lawful action, either in
the formation of a production finance company or
otherwise, to the end that there shall be a substantial
increase in the number of motion pictures produced
and distributed, whether it be brought about
by the financing of existing producers or production,
or by assisting in the organization of new production
companies, or otherwise; And,
"RESOLVED FURTHER, that for the purposes aforesaid
this organization acquire and make available
sums of money in such extensive amounts as shall
be found to be adequate in the development of the
activity; and,
"RESOLVED FURTHER that to supply the funds initially
required, each of us voting in favor of this
resolution, pledges himself to advance or to contribute
in whatever manner shall be determined to
be lawful an amount, equivalent at least to his
current average film bills for one week's operation
in each of his respective theatres; and that we pledge
that we shall offer playing time to all pictures
produced and released under the plans contemplated
by this resolution.
"RESOLVED FURTHER, that the board of directors
in the formation of the plan, be authorized to invite
participation on the part of all exhibitors to
the end that the plan shall not be restricted to members
of Theotre Owners of America, Inc., only."
COMPO's Group Insurance
Accepted in 650 Replies
CHICAGO—The Council of Motion Picture
Organizations has received 1,100 replies to the
letters it sent out several weeks ago to 6,300
exhibitors, asking them if they would be
interested in joining a group insurance plan
for their employes. Of these, 650, or more
than half, indicated they would be interested.
This information was contained in a report
on COMPO given to the Theatre Owners of
America convention by Sam Knanski, member
of the three-man governing board of
COMPO. This is more than sufficient for
the underwriters to
Allied has taken the stand that such a
plan is not among the proper functions of
COMPO. Whether or not this will halt
further action is not known at present.
GBD Int'l Is Handling
'Mr. Hulot's Holiday'
NEW YORK—GBD International
put the plan into operation,
as more than 6.000 employes are involved.
Releasing
Corp., of 130 East 58th St.. is handling
the distribution of "Mr. Hulot's Holiday."
starring Jacques Tati. in the western hemisphere,
according to Don Getz, vice-president
and general sales manager.
The picture was reviewed in BOXOFFICE
Oct. 30, 1954, after Atlantic Pictures had erroneously
claimed that it was handling the
U. S. distribution.
Only Big Pictures Show
Profit, Says Lichtman
Lichtman Sees Agreement
Near on Arbitration
CHICAGO—That there is
a probability
of agreeing on the "one point" that has
been delaying arbitration was indicated
by Al Lichtman, director of distribution
for 20th Century-Fox, at the Theatre
Owners of America convention.
The "one point" has been the distributors'
refusal to arbitrate film rentals.
"I am sure that as soon as we are able
to meet again," he said, "which we plan
be
to do in the very near future, we will
able to resolve that one point, too."
Following his talk, Lichtman was asked
whether his company would arbitrate differences
during the period in which the
industry carries on its negotiations for
such a system. He said he would. This
was in answer to a question put by Arthur
Lockwood, Boston, a former TOA president.
Another former president. Mitchell
Wolfson of Miami, asked whether 20th-
Fox would participate in conciliation, in
order to simplify procedures when differences
arise, and Lichtman replied his
company w'ould, and that conciliation
would be on film rentals as well as other
subjects.
RKO-TOA Production
Meeting Suggested
CHICAGO—A suggestion for a meeting on
stimulating independent production has been
wired by J. R. Grainger, RKO president, to
E. D. Martin, new president of Theatre
Owners of America. He would have RKO
executives and TOA officials get together on
the matter. He based his wire on convention
statements by Walter Reade jr., outgoing
TOA president, and Pat McGee. keynote
speaker, that TOA was interested in
stimulating independent production.
"We at RKO," he wired, "would be interested
in learning to what extent TOA was
contemplating becoming financially interested
in participating in independent production,
as we at RKO have been participating in
financing independent producers of quality
pictures the past 18 months, and C. J. Tevlin.
vice-president in charge of our studios in
Los Angeles, and myself will be interested
in meeting with you or your committee at
Los Angeles at your convenience ... I
might suggest a meeting after January 1."
Lind 20 Years With AA
NEW YORK—Lloyd Lind began Monday
1 1 ) the 20th year of his association with Allied
Artists. He is vice-president and general
sales manager of Interstate Television Corp.,
AA subsidiary. He joined AA in 1934 in the
contract department. Various executive positions
followed, including supervisor of exchanges.
CHICAGO—Big pictures are the only kind
that make money these days, Al Lichtman,
director of distribution for 20th Century-Fox,
told the Theatre Owners of America convention
on Tuesday (2).
This has cut down the number of features
available, he admitted, but these expensive
specials are necessary to meet television
competition. Ordinary pictures won't earn
big grosses, he said.
"We did not realize until it was almost
too late that the public would not continue
to patronize our theatres unless we gave them
superior entertainment. That is the reason
there are fewer pictures being made today,
because major producers cannot afford to
make a picture just for the sake of making
numbers," Lichtman continued.
His views were directly opposed to those
expressed by Pat McGee in his keynote address
the day before.
Lichtman urged exhibitors to install the
best equipment, including stereophonic sound,
and to welcome further changes which, he
said, are coming. He expressed the opinion
that the big new pictures had met the threat
of television and then said the way to beat
television was to present "superior entertainment."
Lichtman said a new prototype capable of
showing Eidophor television on wide theatre
screens would be shown some time this
month, and that a producing organization
would be formed to present a regular program
of events in this medium.
"This is the sure way to combat any kind
of television in the home, whether it is free
or toll, because there is no comparison between
seeing any show, particularly big shows,
on a 19-inch screen as against large screens
in your theatres."
Columbia Sets $10 Million
For Independenf Films
HOLLYWOOD—To stimulate independent
production both here and abroad,
avowedly to assist in overcoming the present
shortage of celluloid, Harry Cohn,
president of Columbia, announced
Wednesday (3) that the company is
allocating $10,000,000 to be devoted exclusively
to the financing of such product
for Columbia release. The disclosure was
made during a series of top-level management
huddles here, attended by studio
and homeoffice executives.
Cohn said that in addition to the increase
in independent fare to be added
to the Columbia slate for 1955. the company
itself will deliver "a full program"
of features, "an even greater number than
in the past."
Columbia Pictures Corp. has entered
into a new five-year contract with Harry
Cohn. its president, and the new pact
will be submitted at the annual meeting
in December for ratification by the Columbia
stockholders.
BOXOFFICE November 6. 1954 15

LL BE "MARTIN AND LEWIS
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Step Up And Read All About
THE MOST STUPENJOUS, TREMENJOUS,
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•
WILL ESTABLISH A RECORD OF PRAISE. PATRONAGE AND PROFIT.A multitude
of laughs, tear-jerking pathos and a long cavalcade
of gags. The feature is in VistaVision, that -"t^^^^^^^^^^f^^;
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PliESEMED THRULGH
yiSTAVISIOH
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MOTION PICTURE
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Directed by
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Story and Screenplay by
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with
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TOA CONVENTION REPORT
Cont'd
Over 4,000 Registered
At Equipment Show
By I.
L. THATCHER
CHICAGO—In keeping with the brightest
year in motion picture development, the combined
TESMA, TEDA and IPA convention
and show broke all former records in attendance
and size.
According to Ray Colvin, executive director
of TEDA, the combined registration of
the three organizations was well over 4,000.
At the TEDA meeting only two members were
absent.
F. C. Matthews, president of TESMA, said
that the big show with 195 booths was by far
the largest ever held. Exhibitor interest in
the displays of the manufacturers and suppliers
of theatre equipment and concessions
equipment and supplies was high, and booths
were well filled at all times with inquiring
theatremen.
TESMA, TEDA ELECT BOARD
All elections had not been completed at
time of this writing but the following directors
were re-elected to TESMA board: John
Nolan, Jack O'Brien and Erwiii Wagner.
New members of the board are Fred J.
Wenzel and M. H. Stevens.
TEDA board of du-ectors met Monday (1)
to elect new board members, who were later
ratified by the entire assembly. Henry
Sorenson, Modern Theatre Supply Equipment
Co., Dallas, Tex., and Kenneth B. Douglas
jr., Capitol Theatre Supply Co., Boston, Mass.,
were elected to replace Homer Tegtmeier of
San Francisco and S. F. Burns, Seattle, Wash.
They will serve three-year terms.
At the Monday (1) board meeting, TEDA
executives and members expressed a desire to
extend efforts of the organization to help
exhibitors bring back lost audiences to theatres.
Ray Colvin, executive director, had made
12 talks a year in recent years before civic
groups to stimulate interest in motion picture
attendance. -Tliese talks had proved so successful,
that the board urged him to increase
the number of talks to 45 or 50 during the
coming year. This Colvin agreed to do, and
also agreed to use his efforts to interest each
film center in providing additional speakers
to carry on the missionary work. TEDA will
provide the basic material from which talks
can be prepared.
"We think it will be a great thing for exhibitors
in whose locality such talks are
made," said Colvin. "We believe that by talks
before civic groups we will be able to reach
the non-theatregoer better than in any other
way."
BERT NATHAN HEADS IPA
Bert Nathan, Theatre Popcorn Vending
Corp., Brooklyn, N. Y., was unanimously
elected president of International Popcorn
Ass'n at the IPA annual membership meeting
Wednesday (3). Nathan, who served as first
vice-president during the past year, succeeds
J. J. Pitzgibbons jr.. Theatre Confections,
Ltd., Canada. Fitzgibbons becomes
chairman of the board.
The newly elected junior segment directors
of the IPA were officially inaugurated. The
new segment directors are: Popcorn Processor:
Robert Pelton, Pelton Popcorn Co.,
Bloomdale, Ohio; Manufacturer-Wholesaler:
Allan Adams, Adams Corp., Beloit, Wis.;
Theatre-Concession: Nat Buchman, Theatre
Merchandisers, Boston, Mass.; Retail Shop:
H. H. Miller, Caramel Crisp Shop, Madison,
Wis.; Jobber-Distributor: Dave C. Evans,
Gold Medal Products Co., Cincinnati, Ohio;
Broker: A. J. Villiesse, Villiesse Sales Co., Wilmette.
111.; Equipment Manufacturer: Rex
Yocum, Seedburo Equipment Co., Chicago,
III. The directors were elected by written
ballot.
It was decided to award a golden ear of
popcorn at the 1955 meeting to the outstanding
popcorn man of the year based on a year's
activities. The rules of eligibility were
adopted and will soon be made known.
The theatre-concession segment of IPA
held morning and afternoon sessions each
day, with outstanding speakers in the field.
New items for sale, new methods of merchandising,
price structure and food handling
were some of the topics under discussion. So
important is the growing drive-in theatre
concession business that a full day and a half
were given over to that phase.
Thursday (4) IPA and TOA joined in a
combined concessions forum in which the
findings of the previous three days were presented.
Driwe-lns, Equipment and Confections
Discussed at Three TOA Forums
CHICAGO—In addition to the business
sessions, the TOA convention was highlighted
by three special forums—a drive-in theatre
session Wednesday morning, a new equipment
and processes meeting that afternoon
and a confections merchandising forum
Thursday morning. The equipment forum was
held jointly with TESMA and TEDA, while
the confections session was in cooperation
with the International Popcorn Ass'n.
Jack Braunagel and William Powell presided
at the drive-in session, as co-chairmen
of TOA's drive-in theatre committee. The big
interest of outdoor operators currently is the
wide screen—what size to build them and
what materials to use so that maximum reflectivity
may be achieved. In addition to
the screens, there is interest in the outdoorindoor
type of operation, which enables the
exhibitor to keep his theatre open 12 months
a year. Braunagel also reported that censorship
has been a problem in some areas, and
he warned drive-in exhibitors to guard
against all-night shows, playing sex pictures
and promoting other questionable activities
which can lead to public protest and eventual
censorship by local authorities. Braunagel
said the problem is not so much "what we
play as how we advertise it."
A number of manufacturers of screens and
screen covering materials discussed their
product. Appearing were Ben Poblocki of the
Poblocki Co.; J. B. Schuyler of MancoVision;
J. C. Marsh of Cinemaplastic; Francis Keilhack
of Drive-In Theatre Manufacturing Co.,
and Dave Siegel of Signs, Inc. In addition.
Dr. F. M. Triller of Lamarr College of
Lamarr, Tex., who is directing several theatre
research projects for the Jefferson Amusement
Co., discussed some proposed changes
in the placement of ramps and projection
equipment in outdoor theatres.
A distinguished group of speakers and
panel members participated in the new equipment
and processes forum, and exhibitors in
the audience asked many questions.
Of particular interest was the announcement
by Loren Ryder that Paramount is
working on a device which oscillates the projection
lens and keeps it in step on film as
it is buckling. Since film buckling is one of
the most persistent troubles, such a device
will go far to solve the problems that exist
in new process projection. Ryder said that
Paramount has no thought of going into
manufacturing and, if any other companies
could make progress on a similar development,
they were welcome to the idea for the
good of the industry.
Another development in process was made
known by Earle Sponable of 20th Century-
Fox. This would extend the useful life of
magnetic reproducing soundheads. They have
been working in cooperation with the United
States Navy to obtain a better material than
Permaloy. The new metal, Alfela, is 16 per
cent aluminum and 84 per cent iron, with a
head wear resistance three to five times that
of Permaloy. He predicted that during the
coming year problems of head wear will be
solved.
He also announced the publication of a new
booklet, "Information for Theatres" which
will bring exhibitors up to date on Cinema-
Scope and magnetic sound. It will be distributed
within a very short time.
A. E. Neumer, Bausch & Lomb Optical Co.,
advised exhibitors to be very careful in buying
lenses, commenting that a "good lens cannot
be made overnight." He said further that
depth of focus in projection lens is not dependent
upon focal length, but upon sp>eed
and magnification. Faster lenses and bigger
screens contribute to less depth of focus.
A word for better theatres, in appearance
and comfort, to back up the "good, good
pictures" and the fine equipment now available
was voiced by J. F. O'Brien of Radio
Corp. of America.
A report on projection lamps, screen brightness
and other illumination needs was made
by Arthur J. Hatch, Strong Electric Co. He
gave recommendations for screens of various
sizes and said that four-foot lamberts provide
the most pleasing picture for the outdoor
screen.
"More and more light is the cry," said
Leonard Satz, president of Raytone Screen
Corp., in discussing screens for both indoor
and outdoor theatres. This can be solved,
he said, by increasing output at light source,
increasing brightness of screen or a combination
of both.
Panel members ot the forum were F. C. Matthews
(TESMA), Motiograph, Inc.; Nosh Weil (TEDA), General
Equipment and Mointenance; A. E. Meyer, International
Projector Corp.; U. E. Pope, Fox Midwest
Amusement Corp.; Edwin Gage, Walter Reode Theotres;
Joseph Zero, Bijou Amusement Co.; E. J. Nelson,
Bollontyne Co.; John R. Miles, Projection Optics, Inc.;
F. C. Dickely, Altec Service Corp.; W. A, Gedris, Ideal
Seoting Co., and Robert Gottschalk, Ponavision, Inc.
18
BOXOFFICE November 6, 1954

« .S
CO
a
Z u u Z Z
H Jy S H Ul

TOA CONVENTION REPORT
Cont'd
Drive-Ins in Disagreement
On Width of Screens
CHICAGO—Drive-in operators are not
agreed on the value of increased sizes for
their screens or stereophonic sound, according
to the report of the Drive-In Theatre
Committee to the Theatre Owners of
America convention. The committee was
headed by Jack Braunagel and William T.
Powell.
Information for the report was gathered
by sending out questionnaires to operators
in all sections of the country.
Mid-Central operators agreed that Cinema-
Scope installations cut into the business of
drive-ins not equipped, as did South Central
owners who said they enjoyed a superior
product position. The Southwest thought its
gain was due to shortage of production, but
the Northwest reported no benefits.
CONSIDERS SEASONAL DRIVE-INS
"Seasonal drive-ins in the north may be
able to get by a while longer without new
screens due to backlog of winter product, but
even this is questionable," the report stated.
On the subject of clear focus for enlarged
screens, the report said the pictures were
"acceptable to the public," but there had
been complaints on the anamorphic lenses.
There was considerable disagreement on desirable
screen sizes. Mid-Central favored
100x48 screens; Southeast, 80x40: Southwest,
the same; Northwest, 92x64; South Central,
70 feet wide for drive-ins up to 10 ramps;
90 feet up to 10 to 15 ramps. Larger screens
were not recommended due to the amount
of light required and the expense of enlarging
the screen. Midwest favored screens not
less than 60 feet wide, but recommended
greater width for drive-ins over 500 cars.
New installations must depend on the competitive
situation and the product required,
the report stated.
All sections reported an upward, trend in
concession income, except the Southwest,
which reported a 10 per cent decline. Elsewhere
business was up from 25 to 30 per
cent. Where single bills were used, occasionally
concession income fell off.
Film rentals have gone up from 10 to 30
per cent in the first nine months of 1954.
POINT OUT MASKING PROBLEM
"Among the questions drive-in members of
TOA would like to have answered is whether
Cinemascope pictures will be released at
any time in regular 2-D or wide-screen
prints," the committee stated. "This would
make up the minds of many of us as to
whether to enlarge screens or not. It is impossible
for drive-in theatres to have a
sharp-edged border picture on their screen
when they are using two sizes—Cinemascope
and wide screen. If the ma.sking fits one, it
won't fit the other—so in one case they must
put on a picture that is not properly presented.
Moonlight particularly will bring out
the fact that the screen is not properly filled
or bordered.
"It seems all the distributors should follow
the lead of Warner Bros, and Universal and
give the exhibitor the choice of selecting the
process with which he feels he can best present
a picture to his audiences in his particular
theatre."
COMPO Audience Poll
Set for January 1-15
Chicago—A goal of 5,000 participating
theatres has been set for the national
audience poll proposed by Council of Motion
Picture Organizations, with the
balloting set between January 1 and 15
on all pictures released during 1954.
This was disclosed by Sam Pinanski in
a report on COMPO submitted to the
Theatre Owners of America convention.
The idea is to have audiences express
preferences on the best picture of 1954, best
performances by an actor or an actress,
and the new young male and female
screen personalities giving the greatest
promise. The cost to individual theatres
would be nominal, consisting largely of
expenditures for minor accessories and
printed ballots.
As tentatively approved by the COMPO
triumvirate, the plan would call for national
television coverage of the presentation
of awards. It is recommended
that sponsorship should come from within
the industry, rather than an outside organization.
The committee feels that this
would be a "powerful stimulus" to business.
TOA Pledges to Support
Rogers Hospital Drive
CHICAGO—Exhibitors at the TOA convention
pledged to hold a one-day audience
collection for the Will Rogers Memorial Hospital,
after A. Montague, sales manager for
Columbia Pictures Co. and an indefatigable
worker for the hospital association, told the
convention of the work the hospital is doing
and of its need for financial support. S. H.
Fabian, head of the Stanley Warner circuit,
presented the resolution to the convention.
Montague reported to the exhibitors as
stockholders" in the hospital association. He
said that 1,200 persons have passed through
the hospital and returned home and to the
entertainment industry since the Will Rogers
hospital group was established. In 1953, 69
new patients were received and 48 were discharged
as healthy individuals. The cost to
care for patients is $70 a week.
He urged support of the Christmas Salute,
through which the motion picture industry
helps raise the $250,000 necessary to run the
institution each year. While many exhibitors
participate in the Salute, it is surprising,
Montague said, how many theatres don't even
submit a return report. The national committe
likes to broaden the base of givers, in
order that more individuals in the industry
will be aware of the existence of the hospital.
As a result, 11,700 persons contributed
the $150,000 "Salute" last year.
Spingold Sells Columbia Stock
NEW YORK—Nathan B. Spingold, Columbia
vice-president, in September sold 10,000
shares of the common stock, decreasing holding
company interest to 8,596 shares, according
to a report to stock exchanges.
Reports Exhibitors
Want to Set Ratios
CHICAGO—Exhibitors want the privilege
of deciding their own screen ratios to fit
their individual theatres, reported Myron H.
Blank, chairman of the research committee
and president of Central States Theatre
Corp. of Des Moines, to the Theatre Owners
of America convention here.
"Considerable pressure is still being brought
on the film companies to release Cinema-
Scope pictures in the standard ratio so that
investment is not necessary for anamorphic
lenses," Blank reported. He added; "It is our
belief that it is not economically practical
for an exchange to have prints on a picture
with full magnetic Cinemascope, single-track
and optical Cinemascope, as well as standard
prints, which means an exchange would
have to carry four different types of prints
for such an attraction.
"Many exhibitors have been experimenting
with optical Cinemascope prints to find out
if they can change the ratio of 2.35 to 1 in
order to better fit the size screen they might
have in their auditorium, or drive-in. We
believe nearly every theatre that does have a
problem of screen size and is desirous of a
2 to 1 picture, or less, can properly accomplish
this by changing aperture plates.
Aperture plates of .715x.715 will give you a
2 to 1 picture and actually have a larger light
area than the standard aperture now used.
This can produce a better light on the screen
than you would have with even a smaller picture."
Blank advised members to consult the TOA
home office in order to secure answers to
varied problems.
The report said the industry "continued to
be enthused with the new developments that
have the attention of all the production companies
in Hollywood." Eastman Color film
was given warm praise. It added that Vista-
Vision "is an improvement that all will recognize."
The report concluded: "I am sure that
the future in the motion picture industry
will be bright for all of us, because the
studios now realize that technical changes and
improvements have to be made so that our
industry will survive."
Says Exhibitors Are Vital
In Every Community
CHICAGO—"An exhibitor in a community
is a fellow merchant in the business life of
his town. Whether owner or manager, he is a
civic identity among the people who are his
patrons. Multiply him by all the towns and
cities and you have the public's consciousness
of the business end of our industry."
This was the essence of an address given
by Claude F. Lee of Motion Picture Advertising
Service Co., Inc. at Tuesday's luncheon
session of the TOA convention. That firm, together
with United Film Service Co., Inc.,
was host.
It is through the exhibitor that most appraisal
of industry responsibility is reflected,
Lee said. "And real legislative influence,
local, state or national, must stem from his
basic place in a constituency. Most intra-civic
relations with other factions of the American
society upon which we exist as a business are
largely dependent upon him and his grass
roots position among people," he declared.
20
BOXOFFICE November 6, 1954

\ tll^ew nor
"Hansel and GreteV h-^i,
"
B-adway Theatre, NYVr' "T'"""'' "^^^^^ ^ *^-
.-_______J^-^' ^'^**"'"9 ^40,287 in six days!
• ••and Xmas will
come early (and stay late) when you play
^^Hansel and GreteK', this year's great holiday show!
"Hansel and Gretel" is the miracle that happens only once to the very young... at heart.
And all the New York critics and the long lines at the box office must be young at
heart, because they agree that "Hansel and Gretel" is great entertainment for everybody.
"A fine film for children . . . should delight fanciful
grown-ups, tool Mr. Myerberg's daring has admirably
paid off ... a charming entertainment in both the
musical and the novelty line. This picture has the quality
of a truly visualized fairy tale."
— Bos/ey Crowfher, New York Times
"It calls for cheers. The Kinemins walk, talk, sing and
dance as though they were really alive. Displays an
imaginative eye for the picturesque."
—Kate Cameron, Daily News
"Hansel and Gretel" certainly solves
the problem of where to take the
young ones on a holiday or birthday
outing. The elusive spirit of fantasy
has been caught with sprightly delicacy
that is likely to spread its enchantment over Broadway
for many a month."
—Alton Cook, New York World-Telegram
"The picture can be summed up as a very remarkable
achievement."
—Archer Wimten, New York Post
"A charming musical fantasy."
—Rose Pe/swick, New York Journal-American
"Rises into great and exalted beauty . . . literally sings
its way into your heart." -^Jesse Zunser, Cue Magazine
"Amazingly Real. Myerberg has created a wonderful
fairy tale that will be loved by all children and many
adults. 'Hansel and Gretel'
is a masterpiece of
mechanical creation that
evolves with delightful
charm and whimsy."
— Frank Quinn, Daily Mirror
MICHAEL MYERBERG presents
cxnrujb
Distributed by
R K O
RADIO
in
Full
Length Feature Musical Fantasy
FAIRYLAND COLOR by TECHNICOLOR

Recommends New Plan S'^SJ^^^^J^J^tT'
To Reach Lost Patrons
CHICAGO—Alfred Starr, executive committee
chairman of Theatre Owners of America,
believes that the film industry needs a
new formula for
reaching the moviego
i n g public. The
channels of communication
have broken
Sown and thousands of
prospective moviegoers
are being lost
simply because of the
inadequacy of the
techniques used by
theatremen to sell
their product. So he
_ declared in an infor-
Alfred Starr mal gabfest with
tradepre-ss representatives at the TOA convention
here.
Starr believes, for example, that almost all
exhibitors are underestimating the intelligence
of their audience potential when it comes
to foreign pictures, and the special-interest
features turned out in Hollywood. When the
cry of product shortage is raised, he says,
theatremen who are willing to do selling of a
type different than the stereotyped techniques
of past years, should turn to the pictures
turned out in foreign studios.
NEED INTELLIGENT APPROACH
"Take almost any town of less than 250,000
population and you will find anywhere from
10,000 to 30,000 people who subscribe to concert
series, who read good books, who get
to New York or Chicago for stage plays, who
enjoy cultural programs," he says. "This is
the segment of the population which would
go to class movies, if they were properly told
about them. Instead they stay at home. An
intelligent merchandising approach would
get them out of the comfortable living room
and into the film theatre." But the advertising
these days, declares Starr, does nothing
to jolt them, out of their disinterest in motion
pictures. They look over the amusement
pages, and see two or three ads with a western
theme. They look alike. Yet one of
the pictures is a "Shane." But the exhibitor
has failed to tell what kind of a picture it is,
and why it is an important piece of entertainment,
remarked Starr. So the decision
is not to go to a show.
That is why so many people never go to
movies, he added. The theatre people simply
don't tell them enough about the pictures,
nor search for the proper avenues by which
they can be approached.
He named a number of foreign-made pictures
which have been successful in this
country. "Bitter Rice" is one picture, he
said, which is an example of what American
audiences will buy if properly sold. Unfortunately,
the U. S. exhibitor groups all
pictures made outside this country as the
"art-type" film, he said, no matter what its
subject matter or general interest.
Too many theatremen, also, are making
up their minds about foreign pictures without
taking the trouble to investigate them.
And, tell me, asks the TOA executive, what
exhibitor is equipped to say "This picture is
lousy" without ever having screened it, or
even having read reviews of it. Yet, he adds,
this is the approach of almost every theatreman
when a foreign picture is mentioned as
a booking possibility.
Starr feels keenly about this because, having
traveled extensively, talked over many
problems with theatremen in other countries,
and having become the chief advocate of
some unified exhibitor association in this
country and abroad, he thinks that by ignoring
the foreign film, the U. S. exhibitor is
hurting the American industry.
ON COMMON GROUND GLOBALLY
"There are 100,000 theatres in the world,
80,000 of them outside the United States.
These foreign theatres devote 87 per cent
of their playing time to Hollywood-made
films, and American production and distribution
is now getting 50 per cent of its total
revenue from these markets. That brings
us together on a common ground."
Starr's discourse on common problems of
film people in all sections of the globe led
him to suggest a two-pronged approach to
help the situation: (11 to develop contact
with exhibitors overseas, and (2) to encourage
foreign product by giving it more playing
time on U. S. screens.
If theatremen in this country book more
of the imports, go about their merchandising
on an intelligent basis, they not only will
be bringing a new audience into the movie
theatre but they will be developing an important
new source of product—something
which is an essential for the future of exhibitors
in this country. If foreign producers
are encouraged, it is more than likely
that they will aim their pictures at the
American market in greater numbers than
ever before, Starr said.
AGAINST EXCLUSIVE BASIS
Starr doesn't think the foreign picture
should be channeled through the so-called
art theatres on such an exclusive basis as
they now are. He would like to see them play
the average theatre. He thinks that theatremen
can make money with many of them.
Of course, he adds, the foreign picture isn't
going to draw for the theatreman who goes
about selling it like he would a western or any
of the run-of-mill U. S. pictures. He is going
to have to aim at a particular segment of
the movie-going population, and at that group
of Americans who just don't go to movies.
He says there are more than 25,000,000 of
them.
How would he go about it personally? He
would prepare short, exciting summaries of
the pictures in bulletins, and provide other
pertinent information which would appeal to
the individual with finer tastes, and find
some system of getting the material to that
individual. Once that person comes to the
theatre, the chances of getting him to return
are good, Starr believes. The approaches will
have to continue on a high plane. Old techniques
won't intrigue him. Flambouyant promotions
and fabulous claims won't budge that
individual from his home. But he'll go for
good, hard selling that appears to be an
honest appraisal of what the picture has to
offer, Starr contends.
Up Sharply in 1954
NEW YORK—RKO Theatres' consolidated
net income after deduction for special items
for the nine months of 1954 exceeded that
for the same 1953 period by $836,678.49. The
1954 figure was $1,625,009.64, compared with
$788,331.15 in 1953. Before deduction for special
items the net income for the 1954 period
exceeded that for the 1953 period by $970,-
868.70. The 1954 figure was $1,710,150.85, compared
with $739,282.15 for 1953.
The special items in the 1954 period included
losses from the disposal of theatre
properties amounting to $127,141.21, resulting
in the reduction of federal income taxes of
$42,000 which otherwise would have been payable
on net income. Special items in the
1953 included a profit of $10,949 from the
disposal of theatre properties which, however,
resulted in a reduction of $38,100 in
income taxes for that period.
The net income after deductions for the
third 1954 quarter was $720,984.84, compared
with $370,728.83 in 1953. Before deductions
it was $755,033.06, compared with $370,728.83
in 1953. The special items in the 1954 period
included a $41,048.22 loss from the disposal
of a theatre property, resulting in an income
tax reduction of $7,000. There were no special
items in the 1953 period.
Shares of common stock outstanding
October 2, excluding 676.977 shares held by the
corporation, totaled 3,237,936, compared with
3,764,913 at the end of the 1953 period, excluding
150,000 shares held by the corporation.
This showed a decrease of 526,977 shares
in the number of shares held outside the corportion,
and an increase of 526,977 in the
number held by the corporation.
MGM Reports the Winner
In Songwriting Contest
NEW YORK—The MGM songwriting contest
to discover lyrics for a melody titled
"Athena" after the musical of that name
has been won by Bert Pollock of Chicago,
Howard Dietz, MGM vice-president, reported
Wednesday (3). He will receive a $500 advance
against royalties of the song which
will be recorded by Don Cornell of Coral Records.
The music store where he obtained his
entry blank will receive $250 and Howard
Miller, disk jockey from whom he learned
about the contest, $500.
His selection as winner was made by Jane
Powell, Joseph Pasternak, producer; Johnny
Green, MGM music department head; Bob
Thiel, artists and repertoire head of Coral
Records; Hugh Martin and Ralph Blane,
composers of the music, and Abe Olman, head
of Leo Feist, Inc. The song will be used in
the title music of "Athena" and throughout
the scoring of the picture.
Filmack Offers Theatres
Talking Greeting Header
CHICAGO—Filmack Trailer Co., which has
offered exhibitors a brochure showing merchants
what their hohday greetings will look
like on the screen, has now produced a new
talking merchant greeting header for holiday
ads.
Besides having an especially designed background,
it is narrated by an offstage announcer's
voice against a musical background.
22
BOXOFFICE November 6, 1954

AT AD FILM FESTIVAL IN VENICE
J. Don Alexander, president of the
Alexander Film Co., Colorado Springs, is
shown addressing delegates and their
wives at the final banquet of the First
International Advertising Film Festival
in Venice, Italy, represented by film and
publicity experts from 17 countries. Alexander
attended the festival as the only
American member of the executive council
of the International Screen Advertising
Services, which sponsored the
world film conference. Emphasis was
placed on the importance of film ads
reaching the same high quality and production
standards as feature films. While
in Europe, Alexander contacted film ad
producers and distributors in London,
Paris, Milan, Venice and other large
cities.
Drive-In Screen Compound
Is Distributed by RCA
CAMDEN, N. J.—The engineering products
division of Radio Corp. of America has begun
distribution of "Cinemaplastic," described
as a relatively new vinyl plastic compound
for brightening and weatherproofing drivein
theatre screens. It is manufactured by
Protective Coatings and is available through
RCA theatre supply dealers, according to
J. F. O'Brien, theatre equipment section
head.
RCA said Cinemaplastic has a light reflectance
exceeding 93 per cent and solves
problems of screen conversion to the larger
wide-screen films. It is applied in two coats
by means of spray, brush or roller, and is
claimed it is a life-long substance.
Disney Cartoon Selected
For Command Film Show
NEW YORK—"Melody," Walt Disney 3-D
cartoon which traces the birth and history of
melody, has been selected for the 1954 Royal
Command Film Performance to be given
November 15 at the Empire Theatre. London,
according to Leo F. Samuels, general
sales manager of Buena Vista. It is the third
consecutive year that Disney product ha.-^
been selected for the occasion. Previously,
the feature. "Rob Roy, the Highland Rogue,"
and a True-Life Adventure subject were
shown.
Award to 'Star Is Born'
NEW YORK—Tlie magazine Seventeen has
selected "A Star Is Born," Warner Bros. film,
a-s its December picture of the month.
UA to Have Record World
Gross in '54, Says Krim
NEW YORK—United Artists will exceed
Arthur Krim's earlier estimate of a $40,000,000
world gross for 1954 by a "comfortable $2,000,-
000 margin," according to the UA vice-president,
who recently returned from a six-week
tour of the Far East with Arnold Picker,
vice-president in charge of foreign distribution.
The domestic billings for UA in 1954 should
approximate $26,000,000 while the foreign
should be about $16,000,000, both the biggest
in UA history, Ki-im said. During his
six weeks in the Orient, the billings were
$7,000,000, also the best in the history of the
company, he reported. "Apache" will be the
biggest UA domestic grosser of 1954 with
more than $3,500,000 estimated while, abroad,
"Tlie Moon Is Blue" is setting all-time records
and will be 1954's biggest foreign grosser
for UA, according to Krim. "Blue" has
played every foreign country without censorship
difficulty and its last ban, in the
Philippines, was recently removed after a
final appeal to the president there.
U. S. FILMS WIDELY PREFERRED
In his Far Eastern tour, which covered 47
cities and a total of 125,000 miles, Krim found
the motion picture business is "having a
tremendous era of prosperity" in every country
he visited. Except for some native product,
American films are the champions in
the Far East although Italian pictures are
starting to do business, he said.
Most of the countries Krim visited have a
native film industry, including Malaya, Thailand.
Indonesia and even Hong Kong, where
they still make Chinese pictures despite the
loss of much of that market. All of these
countries are looking for an export market
for their pictures. Krim is looking into the
possibility of distributing some of this native
product in the U. S. UA will distribute "The
Tiger and the Flame," made in India, in this
country and the company may also release
another Philippines picture, as it did with
"Genghis Khan" in 1953.
CO-PRODUCTION EXPLORED
Krim also explored the possibility of coproduction
deals in many of the Far Eastern
countries and he visited the studios and
spoke to government officials about the matter.
However, he has no specific plan in mind
Arthur B. Krim (right), president of
United Artists, and Arnold M. Picker,
vice-president in charge of foreign distribution,
tell the New York tradcpress
about their recently completed six-week
tour of the Far East.
as first a suitable story must be found. Both
"Moulin Rouge" and "The African Queen"
were British co-production films while "The
Barefoot Contessa" was co-produced with an
Italian company.
During his trip, which was tied in with the
35th anniversary of United Artists, Krim met
many of the exhibitors who have remained
with UA through the years, especially the
crucial period of a few years ago when the
new management gi'oup took over. He found
it "heartwarming" to find that the UA name
has come to mean so much through the years,
even in remote places like Hiroshima and
Osaka. By the end of 1954, Arnold Picker
alone will have visited 90 per cent of all UA's
foreign offices, Krim said.
Charles P. Skouras Will
Is Filed for Probate
LOS ANGELES—Listing his estate as being
in excess of $10,000, the will of the late
Charles P. Skouras, National Theatres and
Fox West Coast circuit president who died
October 22, was filed for probate Monday (1)
In superior court. Under its terms a trust is
created in his community property interest
in certain securities, the income from which
is payable to his widow. Mrs. Florence L.
Skouras, for life. Upon her death the trust
property is to go to his three surviving children,
Mrs. Jack Jungmeyer jr., Mrs. Margaret
L. Curti and Charles P. Skouras jr.
The balance of the estate was left to Mrs.
Florence L. Skouras.
The son, Charles P. jr., a brother George,
president of United Artists Theatres, and
two friends, Michael Rosenberg, vice-president
of Pacific Drive-ins, and John B. Bertero,
NT vice-president, were named as executors
of the will and as trustees of the trust.
The will was filed for probate by the law
firm of O'Melveny and Myers.
Variety Publicity Post
Is Assigned to Adleman
PHILADELPHIA—George C. Hoover, head
of International Variety Clubs, has appointed
Robert Adleman of the advertising agency
of Lohmeyer, Adleman and Montgomery director
of publicity for the organization. Adleman
has been active in Variety Club affairs
for ten years.
The post was created by the executive
board at its recent French Lick, Ind., meeting.
It will coordinate the work of the "press
guys" in each of Variety's 45 tents with the
office of Ben Goffstein of Las Vegas, international
press guy, and will plan national
news coverage of Variety events.
Svigals Joins Harrison
NEW YORK—Ed R. Svigals has become
sales manager of Harrison Pictures and has
left for Los Angeles to arrange engagements
for "Ugetsu," prize-winning Japanese picture.
Later he will visit other key cities.
He is well known in the foreign picture distribution
field.
BOXOFFICE November 6, 1954 23

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By
IVAN SPEAR
Studios Start 27 Films in November;
Columbia and U-l List Five Each
Previous indications that the late fall and
winter months might bring with them a
looked-for increase in the film capital's production
pace appeared doomed as a survey
of the aggregate of projected starting features
scheduled by major and independent filmmakers
during November reached a total of
only 27 subjects. This reflects a drop of
one from the October total.
Clinging to its position as the busiest studio
in town was Columbia, with five starters, an
honor shared this time around by Universal-International.
Most active among the
other film plants were Allied Artists, MGM,
Paramount and United Artists, each of which
planned to roll three.
Here is the tally, by studios:
ALLIED ARTiSTS
"Sweet Charity." An expose of charity
rackets. Stars Richard Conte. Pi'oducer, William
F. Broidy. Director, Frank McDonald.
"Rider of the Ruby Hills." A sagebrush
adventure. Stars Carole Mathews. Zachary
Scott, Barton MacLane. Producer, William F.
Broidy. Director, Frank McDonald.
Untitled, a frontier drama starring Will Bill
Elliott. Pi-oducer, Vincent M. Fennelly. Director
not set.
COLUMBIA
"Chicago Syndicate," A cops-and-robbers
melodrama about the wiping out of a vice ring
in the Windy City. Stars Xavier Cugat, Abbe
Lane, Dennis O'Keefe. Producer, Sam Katzman.
Director, FYed F. Sears.
"Creature With the Atom Brain." An
atomic monster terrorizes civilization in this
science-fiction entry. Stars Richard Denning,
Angela Stevens, Michael Granger. Producer,
Sam Katzman. Director, Edward L. Cahn.
"Duel on the Mississippi." In Technicolor,
this is a romantic drama laid in the deep
south in pre-Civil War days. Stars Patricia
Medina. Producer, Sam Katzman. Director,
William Castle.
"Five Against the House." Four college
students and a girl plot to hold up Harold's
Club, a gambling casino in Reno. Stars Guy
Madison, Kim Novak. Brian Keith. Producer.
Stirling Silliphant. Director, Phil Karlson.
"Trouble on the Streets." From the novel
by Thomas B. Dexwey, "The Mean Street,"
this is a story of juvenile delinquency in
today's big cities. Stars not set. Producer,
Lewis J. Rachmil. Director, Arnold Laven.
INDEPENDENT
"Kentucky Rifle." This is the first in a
projected series of films in color being turned
out by the Howco Corp. A frontier melodrama,
it stars Chill Wills, Cathy Downs and
Jeanne Cagney. The producer and director
is
Carl K. Hittleman.
METRO-GOLDWYN-MAYER
"Blackboard Jungle." From the Ladies
Home Journal serial, this story of juvenile
delinquency deals with a teacher in a New
'CHRISTMAS' COMES EARL Y—
Sparkling and glamor-studded was the
recent west coast premiere of Paramount's
"White Cltristmas," the Technicolor-VistaVision
tunefilm with musical
score by Irving Berlin, which bowed at
the Stanley Warner Theatre in Beverly
Hills. In upper photo, Danny Kaye (left),
who co-stars with Bing Crosby, Vera-
Ellen and Rosemary Clooney in the Robert
Emmett Dolan production, is shown
with Mrs. Kaye (Sylvia Fine) and Don
Hartman, Paramount executive producer.
In lower photo, Mictiael Curtiz, who directed
the film, is interviewed in the theatre
lobby by Vernon Scott, United Press
correspondent.
York high school whose methods win the respect
of his hoodlum students. Stars Glenn
Ford, Anne Francis, Louis Calhern. Producer,
Pandro S. Berman. Director, Richard Brooks.
"The Cobweb." A psychological melodrama,
based on the novel by William Gibson, this
has a clinic for nervous disorders as its
setting. Stars Robert Taylor, Grace Kelly.
Producer, John Houseman. Director, Vincente
Minnelli. In Cinemascope and color.
"Love Me or Leave Me." This musical
biography, in Cinemascope and color, traces
the career of songstress Ruth Etting, famed
entertainer of the early 1930s. Stars Doris
Day, James Cagney, Keenan Wynn. Producer,
Joe Pasternak. Director, Charles Vidor.
PARAMOUNT
"The Court Jester." Localed in the time of
King Arthur, this concerns a court jester who
becomes involved in palace intrigue. Stars
Danny Kaye, Glynis Johns, Angela Lansbury.
Producers, Dena Productions (Danny Kaye,
Norman Panama, Melvin Franks.) Directors
Norman Panama, Melvin Frank. In Vista-
Vision and Technicolor.
"The Girl Rush." A musical extravaganza
with a Las Vegas background, this will be
photographed in VistaVision and Technicolor.
Stars Rosalind Russell, Eddie Albert. Producer,
Frederick Brisson (Independent Artists).
Director, Robert Pirosh.
"The Rose Tattoo." A romantic di-ama,
this is adapted from the Broadway stage
success by Tennessee Williams, and is being
shot partly on location in Key West, Fla., in
VistaVision. Stars Burt Lancaster, Anna
Magnani, Marisa Pavan. Producer, Hal Wal-
Us. Director, Daniel Mann.
REPUBLIC
"Rebel Island." A New York musical comedy
star becomes involved with murder and
racketeering in the Bahamas. Stars not set.
Producer and director, Edward Ludwig. In
Trucolor.
20th
CENTURY-FOX
"Lord Vanity." From the best-selling historical
novel by Samuel Shellabarger, this
concerns an 18th-century adventurer, the
illegitimate son of an English lord and an
Italian ballerina. Stars Robert Wagner, Clifton
Webb. Pi-oducer, Charles Brackett. Director,
Delmer Daves. In Cinemascope and
color.
"Soldier of Fortune." A story of intrigue
and adventure in Hong Kong, this is being
filmed partly on location in China in Cinema-
Scope and color. Stars Clark Gable, Cameron
Mitchell. Producer, Buddy Adler. Director,
Edward Dmytryk.
UNITED ARTISTS
"Marty." An adaptation of the prize-winning
TV drama, in which a young Bronx
butcher strives for romance. Stars Ernest
Borgnine, Betsy Blair, Joe Mantell. Producer,
the Hecht-Lancaster Organization. Director,
Delbert Mann.
"Flobbers' Roost." A galloper, in Eastman
color, adapted from the novel by Zane Grey.
Stars George Montgomery, Sylvia Findley,
Richard Boone. Producers, Robert Goldstein,
Robert L. Jacks. Director, Sidney Salkow.
"Top of the World." Localed in Alaska, this
is the story of the operator of a night club
there which caters to U. S. air force personnel.
Stars Dale Robertson, Evelyn Keyes,
Frank Lovejoy. Producers, Lewis R. Foster,
Michael Baird (Landmark Pi-oductions). Director,
Lewis R. Foster.
UNIVERSAL-INTERNATIONAL
"Cult of the Cobra." A beautiful Burmese
native gh'l possesses the centuries-old power
of turning herself into a cobra as a part of
ancient religious rites. Stars Faith Domergue,
Richard Long, Marshall Thompson. Producer,
Howai-d Pine. Director, Francis D.
Lyon.
"Female on the Beach." An opportunist
woos a newly widowed woman, seeking only
her money, then discovers—almost too late
that he is really in love with her. Stars Joan
Crawford, Jeff Chandler, Jan Sterling. Producer,
Albert Zugsmith. Director, Joseph
Pevney.
"Kiss of Fire." A renegade Spaniard in
New Mexico in the 1680s is engaged to guide
a princess and her party from Santa Fe to
the Pacific coast so she can return to her
homeland and claim the Spanish throne.
Stars Rhonda Fleming, Jack Palance, Martha
26 BOXOFFICE November 6, 1954

—
—
Hyer. Producer, Sam Marx. Director, Joseph
Newman. In Technicolor.
•Tacey Cromwell." From the historical
novel by Conrad Richter, this is the story
of a frontier woman who braves disgrace and
disillusionment to save the man she loves
although she knows that it means losing him.
Stars Anne Baxter, Rock Hudson, Julie
Adams. Pi'oducer. Ross Hunter. Director,
Jerry Hopper.
"Third Girl Fi'om the Right." In which
Technicolor musical a chorus girl determines
to marry a millionaire. Stars Piper Laurie,
Rory Calhoun, Mamie Van Doren. Producer,
Sam Marx. Director, Edward Buzzell.
WARNER BROS.
"The McConnell Story." Alan Ladd portrays
the late Capt. Joseph McConnell, hero
of World War II and the Korean conflict,
in this CinemaScope-WarnerColor aviation
saga. Also stars June Allyson. Producer,
Hem-y Blanke. Director, Gordon Douglas.
Crawford and de Havilland
Get Plum Assignments
Two of filmdom's female stars plucked
plum assignments when Joan Crawford signed
to star for Columbia in a new property, "The
Queen Bee," and Olivia de Havilland was
inked by Bernard Luber, independent producer,
for the topline in "Lelia."
The Crawford opus, to be produced by
Jerry Wald, is based on Edna Lee's novel
about a socially prominent lady in presentday
Atlanta. It is being scripted and will be
directed by Ranald MacDougall. In "Lelia,"
Miss de Havilland will portray George Sand,
the 19th century authoress who shocked the
world by her unconventional approach toward
romance. Luber plans to shoot it on location
in England, France and Italy.
Currently Miss Crawford is at work in
Universal-International's "Female on the
Beach," while Miss de Havilland is starring
in the Stanley Kramer production for United
Artists, "Not as a Stranger."
Director George Sidney
On Loan to Columbia
George Sidney, one of MGM's directorial
standbys. has been borrowed by Columbia to
. . . Dr. Maurice Nelles, formerly
pilot its upcoming "The Eddie Duchin Story,"
the first loanout of Sidney by his home studio
in all the years he has been under contract
to Leo
director of the Borg-Warner Corp.'s central
research laboratory, has joined Technicolor
Animate Puppet Figures
Via Electronic Process
Comes now' Regiscope as an addition
to the lexicon of the screen's new look.
Developed by William and Edward
Nassour, it is a means of animating puppet
figures electronically, and will be
combined with Cinemascope and Technicolor
in "The Beast of Hollow Mountain,"
a forthcoming feature which the
Nassours will produce for United Artists
distribution.
A combination of live action and animation,
"Beast" will star Guy Madison
as a modern-day cowboy who tangles
with a prehistoric monster. The original
was penned by Willis O'Brien.
Gigantic Ballyhoo Plan
Could Be Tonic for Films
M. JERAULD
By J.
NEW YORK—This is the season for introducing
new automobile mode's—as if you
didn't already know. This country has never
seen such concentrated ballyhoo. It is dramatic;
it is all-inclusive, with many ideas
taken from the film industry, and it is being
done in the face of the fiercest competition
the automobile industry has known in many
years.
Unlike the sales approach of the film industry,
small-town dealers are not being
neglected. They are receiving the same attention
as the big centers. The overwhelming
pressure, with cars distributed to everyone
for display purposes, is somewhat like the
regional opening technique of the film business,
but with this difference— it is nationwide.
It may cost millions, but there are no
"print" shortages in the automobile business.
In the midst of all this, Pat McGee, in his
keynote address to the Theatre Owners of
America, said he had been told that distribution
is reconciled to the loss of another 5,000
theatres, because of the high distribution
costs and low profits from scattered smalltown
theatres. There's nothing like this in
the motor car business.
Nobody is reconciled to the loss of a single
car dealer. The manufacturers want their
product to be seen "everywhere," all at the
same time, if possible.
Some of the promotion methods are as
startling as those of the film people. In addition,
they are so widespread that it is practically
impossible to miss them.
The Wall Street Journal gave some idea of
the extent of this promotion October 29. It
said giveaways to visitors at agencies included
1,016,920 bottles of perfume: 250,000
balloons; 275 beany caps; 485,000 yardsticks;
400,000 key cases; 400,000 Woody Woodpecker
comic books: 400,000 magnetic potholders.
Some 1,500 bubble-blowing machines were installed
in front of Chevrolet dealers' stores.
There is something for every member of the
family.
. .
in the newly created post of director of
diversification and research development .
Barnstorming Metro-ites are George Murphy
and Vera-Ellen. The former is representing
Hollywood at tw'o exhibitor conventions this
month—the North and South Carolina Theatre
Owners and the Florida Theatre Owners
—while the latter planed to Chicago to be an
honored guest of the Theatre Owners of
America at its annual convention.
Louis "Red" Nichols Story
On Paramount Schedule
Yet another biography of a jazzland great
is to be subjected to screen treatment with
the announcement by Paramount that it has
acquired "Intermission," an original by Robert
Smith, tracing the career of Louis "Red"
Nichols, leader of the Dixieland aggregation
known as the "Five Pennies." To be produced
by Paul Jones, the opus relates how
Nichols rose to fame in the 1920s, then
dropped into oblivion by leaving the bright
lights to nurse his little girl when she was
Merchants in Pontiac held a Pontiac Motor
Day with parades. Hamtramck, Mich., held
a coming out party for Pontiac.
"As traditional to autumn as the annual
upswing in overshoes sales are press previews
of the new models: they have never been more
lavish," says the Wall Street Journal. "For
example, on October 11 Chrysler paid the
way of 500 newsmen who traveled to Detroit to
see its new 'Theatre in the Round,' which included
dancers, models, three bars, a 12-piece
band, meals—and the 1955 Chrysler models,
"Totting up the cost, one statistician arrived
at $100,000. But Chrysler believes that
isn't much considering that those newsmen
are the eyes and ears of X million readers,
listeners and viewers.
"This philosophy is widely shared in automobiledom.
News accounts of the previews
are usually enticing and semi-mysterious,
though information has long been a topic
of conversation among many of the auto reporters.
On Announcement Day, the news
dams finally burst across the land with detailed
reports on the information presented
at the press previews."
"Announcement Day" comes pretty close to
the opening of the fall season for motion
pictures.
What would happen if the major companies
should select exchange areas for similar concentrated
treatment for some of their principal
pictures all at the same time? With 32
exchange areas available, they could blanket
the country in one tremendous sweep. Some
pictures could open in two or more territories
at the same time.
There might be an argument as to what
company would get what territories, but, if
there was no other solution, they could decide
the matter by drawing lots.
If only a part of the automobile promotion
technique were adopted—or improved upon
the people of America would know as much
about forthcoming releases as they do about
automobiles.
stricken with polio. When the child recovered.
Red got back into the band business
and once again is going strong . . . Picked
up by independent producer Paul Gregory
was "The Original Sin." a story by Richard
Gordeau, which will be made under the banner
of Gregory-Goldman Productions . . .
For his DM Productions, producer-director
David Miller acquired "House on the Seine,"
a yarn by Jeffrey Brondel, and plans to shoot
it on location in Paris next year ... To producer-director
Robert Aldrich went "Pot Luck
for Pomeroy," an original comedy by Robert
Russell, who has been retained to develop
the screenplay.
'Lovers, Happy Lovers'
Is Granted Code Seal
NEW YORK—The Motion Picture Code
Administration has granted the British film,
"Lovers, Happy Lovers," now playing at the
Little Carnegie Theatre here, a code seal
provided two changes, described as minor, are
made, according to Paul Graetz. producer.
BOXOFFICE November 6, 1954 27

^^^K
'-^
.*i.
BLINDED BY TEAR GAS but still shooting, a
killer, twice-escaped from prison, staggers out
of a Los Angeles bungalow into the arms of
Sergeant Friday and his partner. Jack Webb,
as Sgt. Friday, stars in this true-to-life series
based on actual police cases. With "Badge 714"
began a race against time in which millions of dollars
are involved. Air Express helps NBC win it.

"DRAGNET!"
How the top detective drama of all
TV networks
is also seen locally in 152 markets as "Badge 714"
Continuing its highly successful run as the leading program on the NBC-TV Network,
"Dragnet" has proved so popular that, in addition, it is being re-run throughout the country
as "Badge 714." This local syndication schedule is made possible only by Air Express.
KHQ-TV, SPOKANE
— $8.55 less*
Police Files provide the material that
keeps about 65 million Jack Webb fans
glued to their TV sets each week. A
large percentage of them see him under
syndicated (locally sponsored) title
"Badge 714." Schedules to the 152 syndicated
markets are rigid. Air Express
gets the film thei'e on time.
WHO-TV, DES MOINES
— $3-47 less*
Jack Webb Insists that sets be built
to duplicate Los Angeles Police Headquarters,
to the very door knobs! It is
this passion for realism which attracts
audiences for "Badge 714" worth millions
of dollars to sponsors. NBC can't
afford to have film arrive late, and so
it is shipped regularly by Air Express.
KFEL-TV, DENVER
— $5.51 less*
From Big Cities and small towns, people
write in to ask whether Sgt. Friday
isn't an actual member of the Los Angeles
Police. Many television stations
are in cities with no airline connections,
but Air Express connects through
Railway Express. "Badge 714" films
get there on schedule, just the same!
KXLF-TV, BUTTE
— $4.87 less*
A Madman tried to blow up the Los
Angeles City Hall. Jack Webb made it
into his first NBC "Dragnet" show.
Now it's making history again as
"Badge 714," the hottest syndication
property in the industry. "Air Express
makes our syndicated operations possible,"
says NBC's Frank Lepore, head
of Film and Kinescope Operations.
WLWA-TV, ATLANTA
— 29< less*
They Call It "Bicycling." Every
week, NBC Film Exchanges in New
York and Hollywood have 4,000 film
or kinescope programs in circulation to
and from stations. This method, called
bicycling, saves thousands of dollars
in film and shipping costs. It is only
possible by Air Express, with its ability
to pinpoint shipments.
KSD-TV, ST. LOUIS
— 63< less*
Human Error does occur. One film
arrived in Springfield, Missouri, addressed
to Station WICS. The Air Express
Agent wired NBC, "No WICS
in city. Please advise." The film was
ti-ans-shipped to Springfield. Illinois
(where there is a WICS) and arrived
in time ! Alert agents protect against
error or changing circumstance.
AirExiJress
U. S. Scheduled Airlines.. . call Air Express . . . division of Railway Express Agency.
gets there first via
:|(Less than any other air service (from N. Y.) that includes door-to-door pickup and delivery. "These are examples of what we
save on ?.lr'' of our air shipments bv using Air Express. With 97,000 NBC shipments a year, the figure is impressive. The one
thing that impresses us more is Air'Express service."—Franfe C. Lepore, Mgr., Film and Kinescope Operations and Services.

,
.
LETTERS
Regarding Projection Screens
TO BOXOFFICE:
First, may we make it perfectly clear
that we take no arbitrary stand on the question
of the superiority of flat, curved, nonreflective
or reflective surface screens.
Neither can we agree that it is sound
reasoning, and especially from the exhibitors
view point, to take a position that under all
and every projection situation, only one particular
type of screen is preferable to all
others.
When an unequivocal position of
this kind
is assumed, one would be justified to enquire
nil
or those
who appreciate
the finest . . .
Surrounded by charm and luiurloi 7 minuTei
from downtown. Superb food—unturpaiied t
ice . dancing and delightful enlertalnmenl in
the bedutKul Zephyr Room. Bungalow luilei
adjacent to hotel.
KANSAS CITY, MO.
to determine if there was not a special reason
or motive behind it, because the motive might
actually turn out to be something other than
the claimed superiority of a picture projected
upon that particular type of screen.
An attitude of universal and unquestioned
acceptance of such counsel could enforce
the purchase of new arc lamps rectifiers or
generator equipment, and higher operating
costs thereafter, which in dollars represents
an investment far above and beyond that of
simply installing a different type of screen
to obtain a picture of equal quality and possibly
higher brilliance.
In analyzing a polar curve indicating the
reflectance of a flat and or matt white surface,
it must be acknowledged that at least
75 per cent of its reflected light actually
reaches areas within a theatre where it is
physically impossible to seat spectators and
hence is totally wasted. We mean, of course,
directly downward toward the floor, directly
upward toward the ceiling, and directly sidewise
away from both sides of the screen.
As this characteristic of flat, matt surfaces,
is an established fact, doesn't it then, in
this day and age, seem completely illogical to
categorically claim that such a screen is the
only one that should be used in all and every
type of projection situation and further,
doesn't this line of reasoning infer a defeatist
attitude by creating the impression that
nothing can be done about it, especially in
the face of the endless variety of polar curves
which it is possible to obtain from various
types of reflective screen surfaces?
To our knowledge there are many very fine
and distinctly different types of screens available
to the exhibitor today, and for him it
is only a matter of selecting the right one to
suit his projection conditions. We refuse to
accept the hidden assumption that reputable
manufacturers of these screens, and their
sales agencies, would purposely recommend to
an exhibitor a type of screen that would be
totally unsuitable for the theatre in which
it was to be installed.
President
J. E. McAuley Mfg. Co.
Chicago, 111.
C. A. HAHN
Two District Managers
Added by Buena Vista
NEW YORK—Two district managers for
Buena 'Vista, distribution subsidiary of Walt
Disney, have been named by Leo F. Samuels,
general sales manager.
Herb Schaefer will be in charge in Boston,
with New Haven, Buffalo and Albany exchange
areas under his supervision. Leo
Greenfield will have the mid-central district,
with headquarters in Cleveland. His territory
will take in the Detroit and Cincinnati
branch areas.
Nelles With Technicolor
NEW YORK—Dr. Maurice Nelles, research
dii-ector of the Borg-Warner Corp., will join
the Technicolor Motion Picture Corp. in the
new position of director of diversification
and research development, according to Dr.
Herbert T. Kalmus, president and general
manager.
WE WANTED
THE FACTS. .
ALEXANDER FILM
CO.
Colorado Springs, Colo.
"As you know we have run Alexander advertising trailers
exclusively for more than 10 years.
... so we asked Joy N. Houck, president of JOY'S
THEATRES, NEW ORLEANS, LOUISIANA,
WHAT DO YOU THINK OF ALEXANDER FILM ADS?
HE REPLIED
Thousands of theatres ore cashing in on the extra profits payed by
Alexander Film Co. Hitch your wagon to the $3,000,000 poid each
year to our theatre partners.
"We have always found Alexander trailers tops and merchants
have been very well pleased. Evidently Alexander
has been living up to every promise they made the merchants,
which is very important to the theatre man, as the
merchants seem to blame the theatre owner for any bod
service (in fact, anything that goes wrong with the advertising).
"Again let me say that we appreciote the close cooperation
you have given us and the service you hove given the
merchants. We look forward to many more years of
pleasant business relations."
(Signed) JOY N.
HOUCK
Joy's Theatres
New Orleans, Louisiana
COLORADO SPRINGS
(Representatives in All Principol Cities)
30 BOXOFFICE November 6, 1954

Shea Circuit Managers Attend Pittsburgh Meeting
Managers from New York, Pennsylvania, Massachusetts. New Hampshire and Ohio attended the annual Shea circuit managers
meeting held last week in Pittsburgh, Gerald Shea presided at the three-day session. The group also attended .MGM's Ticket Selling
Workshop. At one of the dinners George Goett. .50 years in the shoiv business. 30 of which have been with Shea"s, was an honored
guest. Shown seated in the photo are. left to right: Frank V. King, Tom Shea, Kay Smith, Gerald Shea. William Barry, Frank Breden
and Edward Dooley.
Half of U.S. TV Sets Saw
'Disneyland' Opening
NEW YORK—More than half of all the
television sets in use during the 7:30 to 8; 30
p.m. time period Wednesday, October 27, were
turned on to the first telecast of the ABC-TV
network's new "Disneyland" series, produced
especially for TV by Walt Disney. The "Disneyland"
share of the watching audience was
52 per cent, compared to 26.7 for the nearest
competing netw^ork for that time period, according
to a nine-city survey made by Trendex.
The nine cities in the Ti-endex survey were
Atlanta. Baltimore, Chicago, Cincinnati.
Cleveland. Detroit, New York, Philadelphia
and Washington.
The second "Disneyland" TV program in
the series November 3 was devoted to a special
television version of "Alice in Wonderland,"
produced by Disney as a cartoon feature
for theatres in 1952. The third, to be
telecast November 10, will take TV viewers
behind the scenes for one of Disney's True-
Life Adventure films. This will be followed
by the presentation of the Academy Award
winning .short, "Seal Island."
Suit for Brokerage Fees
Is Filed Against List
NEW YORK—Albert A. List, RKO Theatres
board chairman, has been sued in New
York federal court for alleged failure to pay
$89,350 in brokerage fees in connection with
the purchase of 930,000 shares of the company's
stock from Howard Hughes. The complainant
is Harry Kuffler of Herzfeld &
Stern, who claims he suggested the purchase
to List and aided it by introducing List to
David J. Green who in turn introduced List
to Hughes or representatives of his.
Geo. Gladden to Academy
NEW YORK—George Gladden, head of the
motion picture and film TV department of
the J. Walter Thompson agency for the past
14 years, has resigned to become associated
with Academy Picture.s, Inc., a commercial
film production firm, effective November 1.
Files Defrauding Charge
LEWISBURG. PA.— Six
Pennsylvania theatre
operators have been charged with defrauding
Columbia. Paramount and Universal
of more than $9,000. The distributors filed
complaints in U. S. district court here chargmg
that defendants in the action conspired
in May 1952 and June 1953 to furnish false
attendance figures in order to get lower film
rental terms. The defendants are Dr. Walter
R. Buckley. Mount Carmel; Dr. Mary L.
Buckley. Philadelphia: Mary Buckley, Coaldale:
Amusement Enterprises. Mount Carmel:
Imperial Amusement Co., Inc., and George
Riester. both of Paxinos.
Television Technicians
Picked for Opera Show
NEW YORK—Television productions heads
for the Metropolitan Opera opening night
closed-circuit telecast Monday (8) have been
selected by Nathan L. Halpern. president of
Theatre Network Television, which will relay
the event to more than 30 theatres in the
U. S.
Kirk Browning, regular director of NBC-
TV Theatre Opera, will direct camera rehearsals
and the telecast from a studio
adjacent to the "Met." where a battery of
monitors and a large screen will be set up.
N. Y. Houses Book Opera Telecast
NEW YORK—The November 8 closedcircuit
telecast of the Metropolitan Opera's
opening night program will be seen here only
at the Fabian Fox Theatre in Brooklyn and
the RKO Fordham Theatre in the Bronx,
according to Theatre Network Television.
Other theatres elsewhere are being booked.
Opera at Pittsburgh Stanley
PITTSBURGH—A telecast of the Metropolitan
Opera opening night. Monday i8).
will be featured at the Stanley Theatre here
at $7.50. $5 and $4 a seat. At Erie. Pa., the
Warner Theatre will present this TV show
as a benefit for St. Boniface Church, at $3
top. tax included.
'Desiree' Command Show
At Roxy November 17
NEW YORK—Twentieth Century-Fox has
selected November 17 as the date for the
"Command Performance" opening of
"Desii-ee," to be held at the Roxy Theatre
for an invited audience headed by members
of nobility and society figures.
Julian Blaustein. producer of the Cinema-
Scope picture, will arrive from Hollywood to
participate in the round of promotional activity
and Marlon Brando, who plays Napoleon
in the pictm-e, and his recently-announced
French fiancee, are also expected to arrive
from France to attend.
In addition to the Roxy booking. 20th-Fox
has set 72 Thanksgiving Holiday playdates
for the Cinemascope picture. It will also
open November 17 at the Paramount, Syracuse:
Century. Buffalo: Fox. Philadelphia:
Chinese, Los Angeles: Fulton. Pittsburgh:
Senator. Sacramento: Poll. New Haven: Poll.
Hartford: Fox, Portland: St. Louis, St. Louis;
Poli. Worcester: United Artists, Detroit;
Paramount. Oakland, and Hippodrome.
"Desiree" will also open in 15 situations
November 24 and in 40 more November 25.
Carlton, Tulchin Named
NEW YORK—Richard Carlton has become
vice-president in charge of operations of
Sterling Television Co. and Hal Tulchin vicepresident
in charge of production, according
to Saul J. Turell, president. Carlton was formerly
six years with National Screen Service
and the same length of time with Columbia.
Bernice Coe is vice-president in charge of
sales.
WB Holds Sales Meeting
NEW YORK—New product, including "A
Star Is Born," was discussed Thursday (4)
and Friday at a meeting of Warner Bros.
home office sales executives and district managers
at the home office here. Ben Kalmenson.
vice-president in charge of distribution,
presided.
BOXOFFICE November 6. 1954 31

—
—
—
—
—
—
—
—
'White Xmas/ 'Hansel and Grefel'
Draw Big Crowds Despite Rain
NEW YORK—Heavy rain over the weekend
and on Election day cut down on the expected
crowds during the holiday periods but.
despite this, the youngsters and many visitors
flocked to "White Christmas" at the
Radio City Music Hall and "Hansel and
Gretel" at the Broadway, both in their third
weeks. The Music Hall had long hnes waiting
in the rain Election day to give the
house a gross only slightly below that of the
second smash week.
"Carmen Jones" was the best of the four
new pictures and did strong business in its
first week at the Rivoli, following a 12-week
run for "Rear Window." "Black Widow," another
20th Century-Fox CinemaScope picture,
also had a big opening week at the Roxy and
"The Black Knight" did well in its first
week at the Globe.
Still leading the other holdovers was "On
the Waterfront." in its 14th week at the
Astor, followed by "Sabrina," in its sixth
big week at the Criterion. "Beau Brummell"
held up well in its second week at Loew's
State and "A Star Is Born" continued to do
good business in its third weeks at both the
Paramount and Victoria theatres.
The long-run pictures in the art theatres
were headed by "Bread. Love and Dreams,"
still doing well in its sixth week at the Paris;
"High and Dry." in its ninth week at the
Sutton, and "The Little Kidnappers," in its
ninth week at the Trans-Lux 60th Street.
"Illicit Interlude," new Swedish film, got good
reviews and did strong business in its opening
week at the Plaza.
One new film at the Fine Arts Theatre,
"The Detective" starring Alec Guinness,
broke the house record on opening day Monday
(1) and is headed for the long run
customary for Guinness pictures.
. ,
(Average Is 100)
Astor On the Waterfront (Col), Mth wk 125
Baronet Leonardo da Vinci (Pictura), revival ... 1 00
Broadway Hansel ond Gretel (RKO), 3rd wk. . I 50
Capitol The Barefoot Contessa (UA), 5th wk...l30
Cinema Verdi Half a Century of Songs (IFE).. 105
Criterion Sabrina (Para), 6th wk 1 35
55th Street UPA Cartoon Festival (Col), 8th wk.lOO
Fine Arts The Vanishing Prairie (Buena Vista),
I Ith wk 100
Globe The Black Knight (Col) 145
Guild Martin Xuther (de Rochemont), return run,
3rd wk 115
Little Carnegie Lovers, Happy Lovers (ARE),
5th wk 105
Loews State Beau Brummell (MGM), 2nd wk....I30
Moyfoir Suddenly (UA), 4th wk I 20
Normondte The Runaway Bus (Kromer-Hyoms),
2nd wk 100
Polace The Golden Mistress (UA), plus
vaudeville 115
Paramount A Star Is Born (WB), 3rd wk 150
Paris Bread, Love ond Dreams (IFE), 6th wk...l30
Ploza Illicit Interlude (Hakim) 140
Radio City Music Hall White Christmas
(Para VV), plus stoge show, 3rd wk 170
Rivoli Carmen Jones (20th-Fox) 160
Roxy Block Widow (20th-Fox) 1 50
Sutton High and Dry (U-l), 9th wk 120
Trons-Lux 60th The Little Kidnappers (UA),
9th wk 110
Trons-Lux 52nd Lili (MGM), 86th wk 100
Victoria A Star Is Born (WB), 3rd wk. . . . 150
Warner This Is Cinerama tCineramo), 73rd wk.
of two-a-day 1 40
World The French Touch (Times), 9th wk 100
"Christmas' Fulfills Name
With 300 in Buffalo
BUFFALO—The yuletide spirit arrived
early at the Paramount Theatre where
"White Christmas" had a terrific opening.
The film packed 'em in over the weekend and
continued to line 'em up all week, ending up
with a rosy 300. "A Star Is Born" continued
to hold up in the Center Theatre where it
grossed a 150 in its third week. "Brigadoon"
only lasted three days of a second week at
Shea's, and was shifted to the Teck.
Buffalo Brigadoon (MGM), 2nd wk 90
Center A Star Is Born (WB), 3rd wk 150
Century Passion (RKO) 115
Cinema The Vanishing Prairie (Buena Visto),
3rd wk 95
Lafayette Bengal Brigode (U-l) 105
Paromount White Christmas (Pare) 300
Pittsburgh Grosses
Sho'w Improvement
PITTSBURGH—Grosses here continued to
reveal an improved situation over last year
with most first runs now reporting average
or better at boxoffices. "A Star Is Born" held
down the first position with 150 per cent
in its second week. "Woman's World" and
"Brigadoon" were both just about average in
their first stanza reports.
Fulton The Block Shield of Folworth (U-IK... 80
Horns A Woman's World (20th-Fox) 100
Penn Brigadoon (MGM) 110
Stanley A Star Is Born (WB), 2nd wk 150
Warner This Is Cinerama (Cineramo), 46th wk.. .110
Holdovers Lead
Slow Baltimore
BALTIMORE—Weekend business helped
boost grosses which failed to measure up at
the openings. Even so. final figures were just
about average for the new products with best
grosses reported by holdovers.
Century Brigadoon (MGM), 2nd wk 90
Film Centre Sabrina (Para), 4th wk 120
Hippodrome On the Waterfront (Col), 2nd wk...l20
Keiths Reap the Wild Wind (Para), reissue... 95
Little Turn the Key Softly (Astor) 90
Moyfoir Princess of the Nile (20th-Fox); The
Rocket Mon (20th-Fox) 90
New The Adventures of Hojji Babo (20th-Fox).. 95
Playhouse Rear Window (Para), 2nd wk 130
Town Block Widow (20th-Fox) 110
Pittsburgh Deadlocked
On Boothmen Contract
PITTSBURGH—With local independent
theatre owners and the lATSE Local 171 still
"going in opposite directions, contractwise,"
James V. Sipe, business representative for the
local, this week informed exhibitors that theatre-owned
anamorphic lenses, equipped with
prefocusing rings, should be set up in the
machine the night before the exhibition of
Cinemascope pictures. When lenses are being
bicycled between two or more theatres, a twohour
call will be necessary previous to the
Cinemascope showing in order to properly
align and focus the lenses. In cases where
lenses are not equipped with prefocusing
rings, it shall be necessary to provide a twohour
call in order to make the above-mentioned
adjustments, Sijje says.
Exhibitors have been holding meetings at
the Allied office to discuss contract terms
with Local 171 representatives.
MGM Ticket Workshop
Praised by Exhibitors
NEW YORK—MGM reports receipt of
telegrams,
letters and personal messages testifying
to the success of its Ticket Selling
Workshop held October 28 in Pittsburgh. Exhibitors
spoke h;ghly of the discussions conducted
by Mike Simons, customer relations
haac; Emery Austin, exploitation head who
represented Howard Dietz, vice-president in
charge of adve*'tising, publicity and exploitation:
Erv dumb, manager of the Riverside.
Milwaukee; Herbert I. Brown, operator of the
Victoria. Greenfield. Mass.; Edward M. Hyde,
advertising manager of the Sharon (Pa.)
Herald, and Max Reilly, advertising manager
of station WDTV in Pittsburgh.
Gerald Shea of Shea Enterprises called the
workshop "most productive and informative."
J. Crowley of Blatt Bros.. Somerset. Pa., said
it indicated that MGM is interested in promoting
healthy business; Andy Biordi of the
Majestic Tlieatre. EUwood City, Pa., said it
proved MGM "still the most friendly company,"
and Russ Wehrle. Capitol, Braddock,
Pa., said it seemed that "only MGM gets
away from the beaten path in trying to helii
the exhibitor."
Communications were also received from:
William J. Blatt jr.. Arcadia Theatre. New
Bethlehem; Anthony N. Askounes, Manos
Theatre, Monessen; George W. Petropolus.
Rex Theatre. Wheeling: James G .Bell. Guthrie
and Lee Theatres, Grove City; Mel Katz.
Embassy Theatre. Johnstown; Gilbert Cooke.
Jordan and Mercer Square theatres. Greenville:
Ralph M. Felton, Spotlight 88 Drive-In,
Beaver Falls; Charles R. Blatt. Blatt Bros.
Theatres. Pittsburgh: Lou Fordan. Memorial.
McKeesport; Max Silverman, Manor. Pittsburgh;
Bob Leiber. Paramount. Braddock:
Garland West. West Drive-In. and Colonial
Theatre. Buchanan. W. Va.
Also, Marty Shearn, Fairmount. Fairmount.
W. Va.; Saul Bragin. Stanley Warner Theatres,
Pittsburgh: Morris Finkel. Mount Oliver
Theatre. Pittsburgh; Chester DeMarsh. Larkfield
Drive-In. Grove City; Edgar E. Shaffer.
Roxy. Slippery Rock; Ray Smith. Shea circuit.
New York: Bart Dattola. Dattola Theatre,
New Kensington: Bennett Amdur. Garden,
and William Finkel. Arcade. Pittsburgh:
Joseph L. Fecheck, Fayette Amusement Co..
Brownsville; Dale Tysinger. Shea's Theatre.
Ashtabula, Ohio; Edward J. Fahey. State.
Manchester, N. H.; N. P. Giovan. Manos.
Elkins, W. Va.. and M. A. Silver. Stanley
Warner zone manager.
Funeral Services Held
For Herman Dolinsky
NEW YORK—Funeral services were held
Thursday (4) for Herman M. Dolinsky. 66. a
Loew's Theatres manager, who died two days
before at Crown Heights Hospital. Brooklyn.
He started with Loew's in 1911 as an assistant
manager at Loew's Delancey Theatre, and
later became manager of several Loew's theatres
in Brooklyn. He was manager of Loew's
Coney Island Theatre for 15 years, and at the
time of his death was a relief manager for
the circuit.
He leaves three daughters, Mrs. Marion
Lawton; Mrs. Cecile Silverstein and Sandra
Dolin. and a grandson, David SUverstein.
Burglary insurance does not cover theft
without visible, forcible entry.
32 BOXOFFICE November 6. 1954

Snapped at MGM's Ticket Selling Workshop in Pittsburgh
More than 300 exhibitors, Dicatif manasers and film men attended the Ticket Selling Workshop at Pittsburgh, the first in a
series to be held by MGM. Seen in above photo are. left to right: Marvin Samuelson, Stanley Warner, Pittsburgh; Joseph Freeman,
State, Johnstown; B. F. "Dinty" Moore, SW, Pittsburgh; Howard W. Debold. State, Washington, Pa.; Frank Savage, Warner, Youngstown.
Pa., and Perry Nathan, National Screen Service manager, Pittsburgh.
John J. Maloney, MGM central division manager, snapped as he made the introductory speech. Next is Emery Austin, MGM
exploitation executive, and in the other photograph: Thomas Bello sr., Nanty Glo; Regis Burns, Erie; Harry Stauffer, Patton; Wilber
Best, West Newton; Bernard Burns. Corry; John Nagy. Rural Valley; Frank Lewis, Pittsburgh; William Blatt jr.. New Bethlehem;
Jack Crowley, Somerset; Jacob Stefanon, Altoona. and Earl R. Beckwith, Pittsburgh.
Here are 22 members of the Stanley Warner group gathered around a table at the Workshop. Standing are Harry Rastetter,
Frank Harster, Harry Thomas, Joseph Sabbio, Edward Johns, Lyle Harding, James A. Laux, Ray J. Laux. Martin J. Shearn, Al Sateri.
Andrew Garzo and Charles Passinger. Seated: Richard Klein. Robert Bowman. B. W. Steerman. M. A. Silver, Sol Bragin. Max Silverman,
.Al Skegin. Willard Johnson, Louis Fordan and Jack Keiffer.
In this photo are seen Harry Rachiele, Grand, Sharpsburg; George Petropoiis, Rex, Wheeling; W. L. Zedaker, Clay, Claysville;
Mrs. W. L. Zedaker; Joseph Lacava, Manos, Elwood City; John Popescu. Blue Sky, Elwood City; Ken Woodward, Unionstown;
.\nthony Askounis, Monessen; Louis Guidette, Charleroi. At the right is Herbert I. Brown. Victoria. Greenfield, Mass., who spoke
on small-town operation. _ ^ _j.i :
Here are Russ Wehrle and Robert Leiber, Braddock; Frank Babich, Avella; James Bell, Grove City; Edgar Schaeffer, Slippery
Rock, and Carlo DeMarsh, Grove City. Glimpsed in the back are Robert Hornick, Southport; Charles Schiffauer, Johnstown. Right
photo: Ray Mervis, Aspinwall; Norman Mervis, Pittsburgh; William Zeiler, Pittsburgh, Charles Mervis, Pittsburgh, and Herman Stahl,
Oil City.
BOXOFFICE November 6, 1954 33

. . Robert
. . Cathleen
. . Dore
. . Arnold
. . Milton
.
^
B R O A D y\/
Ctewart Granger, MGM star, arrived in New
York en route to London, where he wili
join his wife Jean Simmons for their costarring
film, "Deadlock." to be made at
Shepperton Studios for Columbia. Edmond
Purdom, also an MGM star, returned from
London and stayed in New York for a few
days before heading for the coast. Howard
Keel. MGM star of "Jupiter's Darling," arrived
from London Fi-iday (5), where he made
personal appearances . Nesbitt,
British stage-screen star, who has been featured
in the London stage production of
"Sabrina Fair." has arrived to rehearse with
Jennifer Jones in "Portrait of a Lady" and
appear at the opening of "Desiree." in which
she is featured.
. . . Alfred
Spyros P. Skouras, president of 20th-Fox.
has returned to New York following studio
conferences in Hollywood . Schary,
MGM vice-president in charge of production,
will leave for the coast Sunday i7i after three
Alex Harrison, 20th-
weeks in the east . . .
Fox western sales manager, got back to New-
York Friday (5) from the Chicago TOA convention
. Vogel of MGM studios
in Culver City returned October 31 after a
week of home office conferences
Katz, assistant foreign sales manager of
United Artists, is back from a tour of the
company offices in Panama, Cuba, Puerto
Rico, Trinidad and Colombia . . . Mori
Krushen. UA exploitation manager, flew to
Texas to set up advance promotion in the
southwest on "The Barefoot Contessa" and
"Vera Cruz."
. . .
Edward L. Hyman, American Broadcasting-
Paramount Theatres vice-president, and Robert
K. Shapiro, managing director of the New
York Paramount Theatre, are back from
Hollywood, where they viewed new product . . .
E. K. O'Shea. Paramount distribution vicepresident,
got back November 1 from an upstate
New- York trip . . . Maiu'ice Silverstein,
regional director for Latin America for
Loew's International, an-ived October 28 for
ten days of home office conferences
Richard W. Altschuler. Republic director of
worldwide sales, left for the coast October 28.
R. J. Hortis, manager of the Westrex Co..
AY
. . Michael
Argentina, a subsidiary of the Westrex Corp..
is in New York for conferences .
Myerberg. producer of "Hansel and Gretel."
went to London for four weeks of conferences
with RKO foreign executives on the distribution
of the Technicolor feature . . .
John P. Byrne, eastern MGM sales manager,
retiu-ned from a two-day visit to Philadelphia
. M. Picker, vice-president of
United Artists in charge of foreign distribution,
planed to London October 29 on the
first leg of a tour of the company offices in
Britain. France, Italy and Germany.
William Perlberg, producer of "The Country
Girl" and 'The Bridges of Toko-Ri" for Paramount,
planed to the coast October 30 after
a New York visit . . . Walter Branson. RKO
worldwide sales manager, arrived on the
Queen Mary November 2 after a month in
Europe devoted to demonstrations of Superscope.
Constance Collier, British stage-screen
star, and Jennie Tourel. concert star, were on
the same boat.
S. Hurok. who is presenting "Aida" as an
opera-film in conjunction with IFE. came
here to participate in the promotion plans
tor the opening at the Little Carnegie Theatre
November 11 . . . Al Einstein, manager of
the Linden Theatre. Brooklyn, a Joe Springer
house,
Name's
was seen
the Same,"
on the
November
TV program,
1 . . . Sammy
"The
Lambert was named executive assistant to
Michael Todd, w-ho w-ill produce two features
yearly in Todd-AO.
Jack Falance, star of the forthcoming "Sign
of the Pagan." was a guest on Art LinlUetter's
KNXT-TV show November 1 . . . George
Cukor, director of MGM's "Bhowani Junction,"
and Mel Ballerino. casting director,
retiu-ned from India and England and left for
the coast November 3 . E. Cohen,
eastern division manager of United Artists,
became a grandfather for the first time November
1 when his daughter, Mrs. A. Alan
Friedberg. gave birth to a daughter at Doctors
Hospital.
Myron Karlin. MGM manager of Argentina,
left for Buenos Aires October 29 after a vacation
in California and conferences in New-
York with Loew's International executives . .
Mary Nicolette of MGM's special service department,
was married to Henry Bode jr. at
Our Lady of Perpetual Help Church, Rich-
. . .
mond Hill, October 30. and the couple
Herman
are
honeymooning in the Poconos
Kass, eastern exploitation manager of Universal,
again is a father, this time of a
daughter named Jane Ellen. He also has a
son named Michael.
FERRER MEETS U-I EXECUTIVES— Jose Ferrer (second from right), star and
director of "The Shrike," Universal picture based on the Pulitzer Prize play, takes
time out while shooting location sequences in New 'i'ork to discuss long-range promotional
plans with U-I sales executives. Left to right: F. J. \. McCarthy, southern and
Canadian sales manager; James J. Jordan, circuit sales manager; Charles J. Feldman.
vice-president and general sales manager, and P. T. Dana, eastern sales manager.
United Artists Executive
Notes Two Anniversaries
NEW YORK—Louis Lober. general manager
of the United Artists foreign department,
celebrated two anniversaries during the
week—his 25th wedding
anniversary and
25 years in the industry.
He will be one
of those inducted as a
member of the Motion
Picture Pioneers at the
_^-- , November 17 dinner at
the Hotel Sheraton
^^^^ .—
Astor.
^^^k ^I^B|L Lober married Eva
Horowitz in 1929 at the
^^^^^"^^^ 4^^^^
same time he took a
position with MGM.
Louis Lober
There are two children.
Vivian. 21. a student at the University
of Chicago, and Lionel, 20, a student at
Brandeis University. He was with MGM
more than 15 years as regional director for
Europe and the Middle East. In 1948 he became
assistant to the vice-president of Warner
International in Paris.
During World War II he served with the
Office of War Information, overseas branch,
becoming chief of the motion pictui'e bureau.
He joined United Artists in 1951 as continental
manager in Paris and was appointed to
his present home office post in 1953.
Max Youngstein to Coast
For UA Producer Talks
NEW YORK—Max E. Youngstein. vicepresident
of United Artists, flew to Hollywood
Friday (5) to confer with studio officials
and the producers currently filming
pictures for UA release. Following a sevenday
stay in Hollywood. Youngstein will swing
north to San Francisco to explain expanded
operations with west coast distribution heads.
Among the UA executives Youngstein will
meet with are Robert F. Blumofe. vicepresident
in charge of west coast operations,
and Leon Roth, west coast publicity
coordinator.
The producers on his conference agenda
include Michael Baird. currently filming
"Top of the World"; Robert Goldstein, who
recently completed "Stranger on Horseback":
Paul Gregory, who completed "The Night of
the Hunter"; Stanley Kramer, who is producing
and directing "Not As a Stranger";
Harold Hecht. producing "Marty" for Hecht-
Lancaster"; Ivan Tors, who completed "Battle
Taxi." and Aubrey Schenck and Howard
Koch, who are filming "Big House. U.S.A."
Cinema Lodge Will Honor
Its Former Presidents
NEW YORK—Past presidents of Cinema
lodge of B'nai B'rith will be honored at a
"charter night" November 23 at the Sheraton
Astor Hotel marking the 15th anniversary of
the founding of the organization, according
to Burton E. Robbins. president. Max E.
Youngstein. vice-president and chairman of
its fund-raising drive, will preside. Among
the past presidents will be A. W. Schwalberg.
first president and honorary president; Arthur
Israel jr., Irving Greenfield, Adolph O.
Schimel. Al Senft. Jack H. Levin. S. Arthur
Glixon. Robert M. Weitman. Saul E. Rogers
and Martin Levine.
The winner of the 1954 Cadillac sedan
will be announced.
34 BOXOFFICE
:
: November
6. 1954

. . Charlie
.
BUFFALO
. . .
T Richard Smyth has been named treasurer
at the Paramount Theatre by Manager
Edward Miller. Smyth started as an usher
at the Seneca Theatre and rose to assistant
manager during his five years there. He succeeds
Leonard J. Warchol who resigned because
of poor health Robert Cecil, who
has been a doorman at the Seneca for several
years, has been promoted to assistant
manager by Manager Charles McKernan .
Lou Hart put on a big campaign for "The
Vanishing Prairie" showing at the Avon
Theatre in Watertown. Among other things.
he wrote letters to school principals within
a 30-mile radius of the theatre.
George H. Mackenna and several of the
Basil brothers will attend the 16th annual
dinner of the Motion Picture Pioneers
Wednesday (17) in New York
Krolick, Paramount Theatres
. . .
district manager,
went to Chicago to attend a meeting
set up by ABC-UPT to study how theatres
can better use television and radio to sell
tickets.
. . Richard
. . Arthur
There was a big advance sale at the Center
Theatre for the Metropolitan opening night
telecast Monday night (8). The event had
been widely advertised in western New York
and along the Canadian border .
T. Kemjjer, Dipson Theatres zone manager.
will appear resplendent in his all-white Buffalo
Bill costume at the fall roundup of Buffalo
Bill Circus Saints and Sinners Club.
Monday night (8) in the Elks Club .
Jenkins, manager of the Strand in Brockport,
summoned a doctor when notified that
a patron had slumped in her seat during
"The Caine Mutiny." The patron, Mrs. Harry
Hill of Brockport, was found dead.
Buffalo's own Katherine Cornell and Tyrone
Power will open their new play, "The
Dark Is Light Enough," in the Erlanger Theatre
November 24. The play will not reach
Broadway until next February. Miss Cornell
is the daughter of the late Peter C. Cornell,
who years ago managed the old Star Theatre
in Buffalo . McKernan at the
Seneca and Bill Colson at the Niagara both
report overflow houses for their annual
Halloween spook shows at midnight. In Rochester,
Lester Pollock put on his annual Halloween
show, giving prizes to the kids in
Crazy Horse, pie-eating, shaving and balloon
contests.
William Marcus, son of WB Manager Nat
Marcus, is forging ahead as a reporter on the
Courier-Express. Bill was given a byline at
the top of a front page murder story the
other day and also appeared in a picture
showing him interviewing police at the scene
of the crime.
. . . Saundra
The contest put on by the Paramount Theatre
and the Evening News, in which a $750
white fur coat went to the writer of the
winning letter on "Why I Would Like to See
Her in a White Fur for a 'White Christmas,' "
went over with a bang. The newspaper received
a huge pile of replies
Unger. Paramount exchange, modeled at the
Hadassah fashion show in Hotel Statler.
Fanny Kaufman Is
Dead
NEW YORK—Fanny Kaufman, widowed
mother of H. C. Kaufman, manager of Columbia
exchange operations, died November 4.
Kaufman's father Gustave died in June.
AT CARMEN JONES' DEBUT—Celebrities of the show business world attended
the world premiere at the Kivoli Theatre in New York of "Carmen Jones." Thirty
minutes of the opening festivities were filmed for presentation later on opening night
on a national TV network. Shown above, left to right: Charles Einfeld, vice-president
of 20th-Fox, Mrs. Einfeld and Mrs. and Mr. John Raiss.
Colonial at Albany Being
Opened by Henry Brown
ALBANY—Dr. Henry Brown, head of Henry
Brown As.sociates in New York City, announced
that the Colonial Theatre was to be
reopened with a motion picture policy, probably
this weekend (5). Robert W. Griffeth.
who for some time served as assistant manager
of the Grand and recently had managed
Schine's first run Mohawk in Amsterdam,
will have charge of the Central avenue
house, dark since Malcolm Atterbury dropped
the curtain on a stock season in the spring
of 1953.
A native of Schenectady and an army veteran
of World War II, Griffeth began a
theatrical career as a teenager under Harold
Shter, then Mohawk Valley district manager
for Schine. He worked for Warner Theatres,
Fabian and Smalley Theatres.
Brown, who purchased the Colonial three
years ago from Central Avenue Amusement
Corp., has cleaned up and refurbished the
40-year-old theatre. Juvenile vandals did
considerable damage to the seats and projection
equipment during the closedown.
Jack Darrow. Altec, did the booth rejobbing.
Bud Hill, Johnny Ray and Johnny Sanders
will be the projectionists and Pete Anderson
will return as superintendent of maintenance.
Action and other domestic features will
be presented, with occasional art films.
Variety Boxing Tourney
Nov. 27 at Menands Arena
ALBANY—November 27 is the date and
Midcity Arena in Menands is the place for the
second annual Variety intercity boxing champion.ships.
More or less "snowed out" last
January, when a two-night tournament was
held at Odd Fellows Hall. Tent 9 has made a
tie-up with Ben Becker, vice-principal of
Philip Schuyler High School and Adirondack
district AAU president; Ray Arcel. promoter
of monthly amateur bouts at the Arena, and
Phillies Cigar Co. for the Saturday night
fistic show. It will be televised over ABC
and WROW.
Westrex Foreign Managers
Attend Recording Talks
NEW YORK—Westrex Corp. subsidiary
company recording managers from Australia.
England. France and Japan are in New York
attending a conference on new recording
equipment and techniques, convened by R. O.
Strock. Westrex commercial recording engineer.
The program includes visits to studios in
the New York area and. on November 10, all
conferees will go to Hollywood to visit the
important studios and inspect the Westrex
Hollywood division and laboratories.
Those attending this technical conference
include J. Y. Abe. director and assistant
manager, and K. Kagara, recording engineer
of the Westrex Co., Orient, Tokyo: J. A. Todd,
recording manager of the Westrex Co., Ltd.,
London; W. E. Kollmyer, manager of Westrex
Australia Pty., Ltd., Sydney; R. Senechal.
head of the recording department of Westrex
Co.. France-Belgium, Paris, and R. W. Wight,
manager of the Westrex Corp. Hollywood
division.
Closed-Circuit TV Used
For Queen Mother Talk
NEW YORK—Large-screen closed-circuit
television was used Wednesday (3) to bring
the address of Queen Mother Elizabeth of
England to guests attending a dinner given
her at the Waldorf-Astoria Hotel by the English
Speaking Union. Her words were carried
from the grand ballroom to 1.000 guests in
other areas of the hotel through arrangecents
made by Theatre Network Television.
General Precision Laboratory equipment was
used.
Rose Continues in Post
NEW YORK—Arthur Rose will continue to
handle the sales of Buena Vista product in
the Albany and Buffalo exchange areas. He
will headquarter in Buffalo and be supervised
by Herb Schaefer. New England district manager.
The company made the announcement
in connection with expanded sales activities.
BOXOFFICE November 6. 1954 35

. . Sam
. . Bill
. . "White
ALBANY
pielding O'Kelly, a longtime Schine manager,
recently resigned as Amsterdam city director
for the circuit, and was succeeded by
Charles Trurran. formerly of the Avan in
Watertown. O'Kelly, who had been with
Schine about 26 years, the last seven in
Amsterdam, and who at one time was district
manager, with a base in Glens Falls, is visiting
his son in England. He had first planned
to go there on a vacation next year, but left
soon after his resignation. The son. a World
War II veteran, married an English girl and
is employed by the State Department in that
country. O'Kelly hopes to make an affiliation
with another circuit on his return to
the U. S.
ALBANY TENT ELECTS— Tent No. 9 has installed its new crew. The meniluTs
are. standing left to right: Irwin Ullman, Aaron VVinig, William Wenner, Sylvan Leff
and Arthur Green. Seated: Norman Jackter, second assistant chief barker; Sid Urbach.
dough guy; George Schenck. chief barker; Jack Goldberg, first assistant chief
barker, and Lou Sumberg, property master. Howard Goldstein was absent when the
photo was made.
SYRACUSE
•The special Saturday and Sunday matinee
kiddy shows started by Frank Myers of
Schine's Eckel are paying off. On the first
Sunday there was a line around the block of
children w-aiting to see the cartoon and feature
show from 1:30 to 5 p.m. Following that
he plays his regular art features for adult-s
... At the red carpet premiere for "A Star
Is Born," Manager Sol Sorkin of RKO
Keiths had numerous press, radio and television
guests plus Earl Crane, cousin of Harold
Arlen, who wrote the music for the picture.
Introduced to the audience on opening
night was Miss Donna Jeffrey of Tenafly,
N. J., winner of the talent-beauty contest
for the local "A Star Is Born."
Jack Zurich, manager of the Midtown Theatre,
recently installed a Cinemascope wide
.screen. Art films he has been showing include
"Leonardo da Vinci" and "The Pickwick
Papers" . . . Steve Perozzi was in town
setting up Ihe publicity for "Brigadoon."
opening at Loew's State Theatre
burned hulk of the Acme Theatre,
. . .
909
The
Butternut
St., was the center of attraction last
Saturday when fire broke there again.
Visitors included Jay Golden of Rochester,
RKO division manager: Mr. and Mrs. Gus
Lampe, former Schine zone manager, to
vi.sit their son Joe, a senior at law school at
Syracuse University, and to attend the football
game: Seymour Morris, head advertising
department of the Schine circuit, talking
business with Harry Unterfoot, zone manager
in central New York: and Nat Marcus
of Warner Bros, from Buffalo.
.
. . .
The new assistant manager of the Eckel
is Paul Johnson from Lockport . Graham
of Buffalo. 20th-Fox salesman, looks
with more anticipation to Syracuse visits
now that his daughter is a student at nearby
Cazenovia Junior College Gilman,
manager of Loew's State, set up a special
boxoffice for "Oklahoma!" next to his regular
boxoffice. The play will be featured two
evenings Mrs. Harry Unterfoot, wife of
the Schine zone manager, spent last weekend
in Rochester attending a B'nai B'rith
meeting.
Shell Trent Is Acting Head
Of Altec in Northeast
NEW YORK— Shell Trent has been made
acting branch manager of the northeastern
division of Altec Service Corp., with headquarters
here, by C. S. Perkins, operating
manager. He succeeds Ralph Kautzky, recently
made acting division manager of the
division.
Trent is a veteran in the field of theatre
.sound service. He was a member of the technical
field staff of Electrical Research
Products, Inc., and joined Altec, successor to
ERPI, in 1937 as field engineer. He became
technical consultant of the northeastern division
in 1946 and field representative in
the New York area the next year. He had
much to do with Cinemascope stereophonic
sound installations marking the opening of
"The Robe."
'Cinerama' Run Reaches
Year at Washington
WASHINGTON—"This Is Cinerama" becomes
the first film in local history to run
for a full year at one theatre on November
9, and a special celebration is planned for the
week of November 7-13 at the Warner Theatre.
A local airline hostess will be named
Miss Cinerama, and there wUl be ceremonies
on the anniversary night, November 9. The
Washington Advertising Club is set to salute
"This Is Cinerama" at its November 9
luncheon.
Troy Theatre Sold
TROY—A local landmark changed hajids
October 30. when Martin A. Ginsburg, Glens
Falls businessman, purcha.sed the 1.975-.seat
Troy Theatre for investment purposes. Built
in 1922, the theatre is leased by Stanley
Warner Corp. The property wa.s sold by
Riverfront. Inc., whose members include the
estates of Edward and William Murphy of
Troy, the estate of Frank P. Dolan of Albany,
and Mrs. Melen McCann and Richard Murphy
of New York City. The Murphys and Mrs.
McCann are children of the late U. S. Senator
Edward Murphy. The purchase price was
not disclosed.
The new Variety Club crew, already at work
on plans for the Big Brother campaign and
Denial week, has scheduled a drive of "a
short, hard hitting nature, so that at its completion
the club should be able to spend less
time on fund raising and more on its own
activity." Thus stated Property Master Lewis
A. Sumber in a letter to members .
Wallens' Grand was one of the
. . Paul
theatres
screening MGM's double horror show. "A
Woman's Face" and "Dr. Jekyll and Mr.
Hyde," in the Halloween period . . . Alan
IseUn booked a three-unit Halloween show,
consisting of "Beast From 20.000 Fathoms."
"Creature From the Black Lagoon" and
Bowery Boys in "The Mastermind" at Auto-
Vision, East Greenbush.
Ken Harris is new manager of Schine's Mohawk
in Amsterdam. Mrs. Polly Ziausys
continues as assistant manager . . . Howard
Goldstein. RKO salesman, has been chosen
as a member of the Variety Club crew to replace
Leo Greenfield. Greenfield resigned
when he accepted the position of Buena Vista
representative in Detroit. Cincinnati and
Cleveland. He served as U-I branch manager
until a few weeks ago . Christmas"
showered money into the Palace cash
box on opening day. Fabian executive Saul
Ullman said, "If business keeps up. we will
equal or surpass the figure for 'Greatest Showon
Earth.' "
Fabian's Palace had a fine Saturday matinee
attendance for the Little Miss Albany
contest, arranged by Manager Bill With in
cooperation with the Little Folks shop and
open to children under 12. A 5-year-old,
chosen by a committee from finalists selected
by another screening group, received a trophy
and other prizes. Raymond J. Kinley, president
of the Albany Chamber of Commerce,
served on the committee in the audience.
The Knickerbocker News and the Times-
Union cooperated on news stories and pictures.
Mona Smith, director of women's programs
at WOKO, acted as emcee. The winner
will compete November 9 in New- York for
the national title. The picture at the performance
was "White Christmas."
'Rainbow' to Open Xmas
NEW YORK—"The Big Rainbow-," RKOs
first feature to be released in Superscope,
w-ill open at the Mayfair Theatre Christmas
Day, according to Walter Branson, sales manager.
The picture, which stars Jane Russell
and Gilbert Roland, w-ill have its first U. S.
showing at the Fox Theatre, St. Louis, December
21.
36 BOXOFFICE November 6, 1954

. . . Joe
. . Ray
. . Roy
. . Abel
. .
. . John
. . Phil
. . Peggy
. .
. .
PHILADELPHIA Alvin Ehrlich to Head
TJariety Tent 13 elected Louis J. Goffman
chief barker. Others elected: Maxwell
Gillis, first assistant chief barker; Harry
Romaiii, second assistant: George T. Beattie.
dough guy, and Meyer Lewis, property master.
On the crew are Sylvan M. Cohen, Roger W.
Clipp, Michael Felt, Leo Posel, Jack Greenberg
and Lester Wurtele. Induction of the
new crew and board members will be held
at the annual dinner January 10.
. . Prank
. . . Exhibitor
. .
The Sablosky case against the major distributors
for alleged antitrust violations
should go to trial in early January .
Kelly resigned from Berlo Vending Machine
Co. . . . Ted Schlanger, Stanley Warner zone
manager, was out of town. He became a
grandfather once again when his daughter
Marilyn gave birth to a boy
Jack Greenberg was in University Hospital
for a check-up . George Evans, U-I shipper,
was off from work due to the death of
one of his parents.
Plaintiff's motion in the Yeadon Theatre
antitrust case to add Paramount Pictures
Theatres Corp. as a party defendant has been
granted, despite the defendants' objections
that such action would prejudice their rights.
This case has been placed on the preliminary
trial call list. Attorney for plaintiff is Norman
Shigon.
Sarah Young Heads Slate
For lATSE Local F-13
WASHINGTON—At a regular monthly
1 1 . an
meeting of Local F-13 Film Exchange Employes
in the Carlyle Hotel Monday
unopposed slate of officers and
)
board of
trustees were nominated. The election i.s
scheduled for December 6.
The following were nominated: president,
Sarah Young of 20th-Fox: vice-president.
Max Rutledge, Columbia; business agent,
George Sullivan. RKO; recording secretary,
Sandra Solamon, National Screen Service;
financial secretary, Agnes Turner, RKO;
treasurer, Walter Bang.s. U-I; guardian. Hazel
McCarthy, MGM.
Those nominated for the board of trustees:
Ann Fleming, U-I; Esther Blendman, MGM;
Patricia Bell. U-I; Harvey Wynn, Warner
Bros.
Jesse Smith of RKO. Henry Ajello of MGM,
Ida Barezofsky of MGM and Nate Shor of
U-I were selected for the executive board.
Big Turnout Is Expected
For Smith-Morgan Dinner
PHILADELPHIA — Reservations
indicate
capacity attendance at the dinner to be given
by Variety Club Tent 13 Monday (8) at the
Bellevue Stratford Hotel to Ulrich F. Smith.
Paramount manager her.>, and O.scar Morgan,
Paramount short subject general sales manager.
Smith started with Paramount in 1914
in its shipping department. He became branch
manager in 1941. Morgan, whose headquarters
are at the New York home office, held
the position before Smith.
Howark Minsky will be toastmaster. Speakers
will include A. W. Schwalberg, president.
Paramount Distributing Corp.; Ted Schlanger.
zone manager. Stanley Warner Theatres,
and Norman Silverman, chief barker of the
tent.
Tent 11 During 1955
WASHINGTON—Alvin Q. Ehrlich, vicepresident
of the Kal, Ehrlich & Merrick advertising
agency, is the new chief barker of
Tent 11, Variety Club. He was selected at a
meeting of the group in the Hotel Willard
Monday il).
Others elected were Phil Isaacs, Pai'amount
exchange manager, first assistant chief barker;
Orville Crouch, eastern division manager
for Loew's Theatres, second assistant barker;
Frank Boucher, general manager of TV
Guide, property master, and Sam Galanty,
division manager for Columbia, dough guy.
At the meeting, a number of new men were
elected to the board of governors for 1955:
J. E. Fontaine, United Artists: Marvin Goldman,
partner in K-B Amusement Co.; Nathan
D. Golden, Department of Commerce's director
of motion picture, scientific and photographic
products; Sam Wheeler, Wheeler Film
Co.; Hirsh De La Viez, president of the
Hirsh Coin Machine Co.: George A. Crouch,
general zone manager of Stanley Warner
Theatres. All of the new officers also will
serve on the board.
F^ve former chief barkers will remain on
the board during 1955: Jack Fruchtman, Victro
J. Orsinger, Morton Gerber, Wade Person
and Jake Flax.
Morton Gerber was named to serve as a
delegate to the international convention with
former Chief Barker Fruchtman. Frank
Boucher and Phil Isaacs were named as alternates.
Isaacs also was named as an alternate to
Ehrlich, who will act as international canvasman,
too.
BALTIMORE
IJenry Jones from Long Island is the new
assistant manager at the Hippodrome
Walderman of the Park has taken
on extra activities with the Azrael Advertising
Agency . Ti-umble, general manager
for Jack Fruchtman at the New and
Keiths, has gone to southern Maryland for
a meeting at the Lexington Drive-In .
Meyer Leventhal, general manager for the
Philip Scheck Theatre Enterprises, visited
Washington . Knight, Stanley Warner
sound engineer, was in checking up at the
Stanley preparatory for the Met telecast.
. . . John
Maurice Hendricks, film buyer for the
Hicks-Baker Theatres, was confined to his
home for several days with a virus attack
. . . Charles Grimes. SW district manager,
was in town on a business trip
Levy, assistant at the Plaza in Lexington
Park, was married to his former aide. Donna
Willard Fagan, Westport manager,
Ickes . . .
has been called for jury service . . . BUI
Myers was in from Pocomoke City. He said
Hurricane Hazel blew down the screen at his
drive-in, .so he closed till next spring.
. . .
Claude Ringer was convalescing at the
Prince Georges County Hospital in Riverdale.
He's Columbia head shipper in Wa.shington
Jake Flax of Republic was in town conferring
with Gordon Contee and Lou Gaertner,
Ritz Enterprises . Caplon, Westway
manager, was in Washington . . . Ditto
Boy Lyon of
Sol Goodman of the Ideal . . .
the Maryland at KitzmiJler has leased and
will reopen the Majestic at Piedmon'
WASHINGTON
n I Pratt, head of the Stanley Warner The-
. . George
atres' sound department, returned from a
hunting trip to Canada. He was with a party
of four which bagged three deer .
Payette, manager of the Maryland Theatre
at Hagertown, has returned to work after an
illness of three weeks . Hodiak, stage
and screen actor, will play the leading role
in a dramatic sketch at a groundbreaking
dinner of the B'nai B'rith, Sunday i7i, at
the Mayflo.ver Hotel.
Jack Kohler, 20th-Fox booker, celebrated
a birthday last week . Berler, E. M.
Loew Theatres, was in to book and buy .
MGM Booker Ida Barezofsky is planning a
two-week vacation at Miami Beach .
Frank La Falce, S-W local publicity head,
was in New York for an advertising meeting.
Harry Goldberg, over-all head of publicity
and advertising, returned La Falce's
visit with a trip here.
. . .
The Newbold-Keesling circuit is now doing
the booking and buying for the Center Theatre
at Bluefield, W. Va. Lew Ribnitzki.
local film buyer for S-W, won second prize
in the circuit's national buyer-bookers contest.
In addition, the office booker, J. W.
Root, and the girls in the office received an
extra half-week's pay . Claggett has
been promoted from the switchboard to the
biller's position at 20th-Fox.
Pittsburgh Theatres Hope
For City Tax Relief
PITTSBURGH—Owners and managers of
the city's theatres and other representatives
of the amusement and sports industries have
indicated that they will appear at a public
hearing scheduled by the city administration
for November 10 on the continuance of four
special temporary taxes. One of the taxes is
a 10 per cent amusement levy which was
passed in 1948.
Since the city's tax income for the past
several months has been greater than anticipated,
local theatremen hope to be offered
relief from the amusement tax. The city
administration has already announced that
it plans to cut the 1 per cent wage tax in
half early in November.
Reports Election Vandalism
ERIE, PA.—Alden Phelps, Erie County
Democratic committee chairman, operates
the Sunset Drive-In between Union City and
Waterford when he is not occupied with political
campaigns. Last Saturday, Phelps reported
that a costly sign in front of the
outdoor theatre was seriously damaged, then
marked with the words "Vote Republican."
in black paint. Phelps characterized the acts
as "lousy politics."
CEORGE HERBERT PATRICIA AGNES
UNOERS MARSHALL ROC MOORENEAO
'CAPTAIN &
BOXOFFICE :: November 6, 1954 37

. . The
. . Floyd
. . The
. .
. .
PITTSBURGH
rjale Shaffer, younger son of Mr. and Mrs.
Edgar E. Shaffer of the Roxy Theatre at
Slippery Rock, became father of a second son.
Dale is associate director of physical medicine
at the Mayo clinic . . . New Variety Club
barkers include Robert N. Brown, Cortlandt
V. Steen, Richard Samuel Simon. Jack Anthony
Jardine and Ernest Tanner . . . Mrs.
Rose Kuhar, former Paramount exchange
cashier, is the mother of a baby son born
October 29.
Bert and Dorothy Stearn hosted the November
5 Family night party at the Variety
Club Mervis Bros, theatres here pulled
. . .
out of the Moore booking agency and returned
to the Co-op fold . . . Ralph Pew, SW
manager, was shifted from the Ar-senal here
to the Columbia at Brookville . . .
Bick, former Erie theatre manager,
Charlie
who is
busy with North American Films. Inc., furnished
CBS-TV network films of the recent
Erie mass evacuation for civilian defense . . .
Abe Joseph will present his initial Cinema-
Scope picture next weekend at the Triangle
Theatre in East Liberty.
W. W. Waterhouse, Erie county, who led
the fight in the last Pennsylvania legislature
to have local amusement taxes eliminated
from the enabling act, was re-elected.
Also re-elected was the one man who blocked
Waterhouse's great effort, James E. Lovett of
Trafford in Westmoreland county . . . Genevieve
Blatt, 40-year-old Pittsburgh attorney,
became the first woman ever to be elected
to a state office in Pennsylvania, secretary of
internal affairs. She is a cousin of exhibitors
Charlie and Jake Blatt . . . The Indiana
Theatre, a Manos circuit house, was reopened
this week after being completely
renovated.
Claire Boyle, Paramount exchange booking
clerk, and Robert W. Cox will be married
The former Filmrow parKing
November 27 . . .
lot with 27 stalls now is a private parking
lot for 20th-Fox employes . "Fritz"
Klingensmith, Columbia salesman and Freeport
outdoor exhibitor, has been named program
chairman for the second annual Har-
Brack Quarterback Club smoker scheduled
for February 5 at the Brackenridge Heights
Country Club
Local 3
. . . Phil Doyle,
business manager who is
stagehands
recuperating
after a heart attack, returned to Presbyterian
hospital for an operation.
Paul Bronder recently reopened the Beechview
Theatre here for weekend operations,
but the house again is dark. The building
will be converted into a veterans organization
home . Warner exchange is honoring
the district manager with a Bill Mansell week
Starting November 15,
December 19-25 . . .
a one-hour afternoon radio phone and phonograph
show will be broadcast daily Monday
through Friday over WAKU from the lobby
of the Manos Theatre at Latrobe.
SAM FINEBERG i
TOM McCLEARY I
JIM ALEXANDER |
84 Von Braam Street i|
PITTSBURGH 19, PA. i
Phone Express 1-0777 |;
^Mnyjes Are Better Than Ever How't Your EquipimntBi:j
Ex-FBI Aide Mazzei Hosts
Agent Cvetic at Theatre
MILLVALE. PA.—Mr. and Mi's. Joseph
Mazzei, operators of the Grant Theatre here
who posed as Communists for the FBI for a
dozen years, recently pre.sented Matt Cvetic,
another FBI undercover agent, during the
showing of "I Was a Communist for the FBI,"
which depicts some of the activities of Cvetic.
Mazzei and Cvetic had reported on the
activities of each other many times without
knowing that the other was working for the
FBI. In fact, Mazzei was chosen by his
"comrades" to kill Cvetic following the latter's
disclosure of his true status in government
cases against the Reds.
Cvetic, in his stage appearance at the Grant,
answered questions regarding the evils of
Communism. He now is on a lecture tour.
His son Dick now is managing a theatre at
Fargo, N. D.
Cvetic is shown at left in the accompanying
photo and Mazzei at right.
Doubling Airer Capacity
MONONGAHELA, PA. — The Hill Top
Drive-In is being modernized and its capacity
will be doubled by next spring. The 400-car
outdoor theatre, operated and managed by
O. P. "Perry" Kinnear of McClellandtown,
will have a new concession building, necessitated
by increased business and by the addition
of many new ramps which requires a
relocation of the building. A wide screen will
be erected, modern equipment installed and
a playground built. The progi-am for increasing
the capacity has been under way
for some weeks and installation of additional
ramps, junction boxes and speakers will continue
in progress through the end of the
current .season.
'Ike' Sweeney Relieved
PITTSBURGH—I. T. "Ike" Sweeney, Republic
manager here for a number of years,
was relieved of duties with the company.
Sweeney, who had been ill for several weeks,
suffered a nervous breakdown last year and
at that time was absent from the office for
several months, returning later as a salesman.
The manager's post, meanwhile, was
filled for six months and then Sweeney again
took over the duties. Doctors have told
Sweeney he must take a long rest. Filmrow
reports from New York were that Lawrence
Siedelman would come here from Omaha to
assume duties as manager.
Morris Shulgold, 92, Dies
PITTSBURGH—Morris Shulgold, 92, father
of Max Shulgold of Crown Film Co. here,
died October 30 in Montefiore hospital. Surviving
are his wife Rose, a daughter, Mrs.
O. Hicks Friedman, and two sons. Jacob, a
lawyer, and Max, film distributor.
WEST VIRGINIA
rjavid Shia has received his permanent commission
as postmaster of St. Clairsville,
Ohio, across the river from Wheeling. He is
a member of the family which operates the
Old Trail and the Shia Drive-In Theatres .
James Hetzer reports that his Hetzer Theatrical
Agency, Huntington, will be established
with a west coast office within two
months.
Wheeling Symphony orchestra's winter
series of concerts will open November 10 and
11 at the Virginia Theatre, Wheeling .
Word from St. Marys was that the mother
of exhibitor Tom Piatts' wife died in Parkersburg
. Craigsville Drive-In has a new
name which attaches the owner's handle and
his policy. It is now billed as Richard's Year-
Round Craigsville Drive-In.
When the First Methodist Church in
Clarksburg was destroyed by fire four
years ago. Mrs. Madge Stout, manager
of the Robinson Grand Theatre, invited the
congregation to hold its services freely in the
theatre. Sunday morning services have been
conducted in the theatre auditorium ever
since. Meanwhile the new church structure
is nearing completion.
Wendell H. Holt, theatre manager at
Richmond, married Miss Anita L. Gambill.
Sgt. Jack Holt. USMC. served as best man
for his father. The newlyweds honeymooned
in southern states. The bridegroom is the
son of the late Charley Holt, pioneer exhibitor
here.
Manos Theatres Admit
Voters at Half Price
GREENSBURG. PA.—Voters were rewarded
with half-price admission on election day at
theatres in this territory owned and operated
by the Mike Manos circuit. To encourage
voting, the circuit's policy is to have each
voter present his numbered ballot stub at the
theatre and receive admission for half price.
Marty Wolf at Altec Exhibit
PITTSBURGH—Marty Wolf. Altec
Service
Corp. assistant sales manager, went to the
Theatre Owners of America convention in
Chicago to attend the Altec exhibit at the
end of the Shea Enterprises meeting of circuit
managers here. F. C. Dickely returned
to Chicago, where he is head of the central
division, L. J. Patton. in charge of the eastern
division, to Newark, N. J., and C. A. Mc-
Crork, Philadelphia branch manager, to that
city.
Salesman Shift at RKO
PITTSBURGH—David Brown. RKO salesman,
was released this week, and Joel Golden,
salesman recently discharged by Allied Artists,
stepped into the RKO post as West
Virginia area representative. Brown is one of
the 11 founders of the Variety Tent 1 here.
Murray Weiss, formerly with RKO in Albany,
came here recently as Golden's successor for
Allied Artists.
Wallace Ford has been inked for a character
lead in the James Stewart starrer,
"The Man From Laramie," a Columbia film.
38
BOXOFFICE November 6. 1954

Jm/icf/ Motion Picture Pioneers
RESERVATIONS ARE
POURING IN FOR THE
FABULOUS
ENTERTAINIVIENT-
PACKED
£/f/r annual
SHOWMANSHIP
DINNER of the
INC.
honoring
SI FABIAN
PIONEER OF THE YEAR!''
NOVEMBER 17th, 1954
GRAND BALLROOM
HOTEL SHERATON - ASTOR
RESERVATIONS
TWENTY DOLLARS PER
PERSON • DRESS INFORMAL
SEND YOUR RESERVATIONS IN . . . NOW!

BOXOFFICE
BAROMETER
This chart records the performance of current attractions in the opening week of their first runs in
the 20 key cities checked. Pictures with fewer than five engagements ore not listed. As new runs
are reported, ratings are added and averages revised. Computation is in terms of percentage in
relation to normal grosses as determined by the theatre managers. With 100 per cent as "normal,"
the figures show the gross rating above or below that mark.

I
Among recent promotions focusing the bright
light of public interest on the theatre was the
Manager for a Day celebration arranged by
Manager Bill Burke and the Expositor at the
Capitol in Brantford, Ont. A lucky newsboy was
nominated "Manager" and allowed to write out
passes for his fellow newsboys to a special
matinee show. The Mayor spoke, footballs were
awarded door prize winners and the boys were
escorted through the theatre for a first-hand
inspection of backstage equipment. Points, earned
by the boys during the past year for service,
new customers, etc., were honored at the candy
bar at a cent a point. The Expositor supplied
the prizes and reimbursed the theatre for the
refreshments the boys secured. The newspaper
naturally boosted the affair with photos and
feoture articles. Top photo shows Manager
Burke with a couple of boys backstage, while
bel(
door

. . Miss
—
"
Six by four-inch mat available on Poramount's first VistaVision film, "White Christmas,"
features the four stars, Bing Crosby, Rosemory Clooney, Danny Kaye and Vero-Ellen.
STARS, MUSIC AND VV SHINE
FOR
WHITE CHRISTMAS'
Impressive Lineup of Selling Potentialities Illustrated
By Popularity of Title Song Hit Alone
A brief analysis of the billing alone on
Paramount's "White Christmas" wUl reveal
an impressive variety of selling potentials
the star cast, the music and the songs and
their composer, the introduction of a new
filming technique and finally the accomplished
director. All elements are of outstanding
importance and each rates consideration
in local promotion of the picture.
There's a diversification of top talent in
the quartet of popular personalities in the
film—Bing Crosby, Danny Kaye, Rosemary
Clooney and Vera-Ellen. A song stylist
who has endeared himself to millions, there
is only one Bing ... an actor of unusual
comic skill, Kaye's reputation is international
. Clooney is one of today's
most popular vocalists . . . and Vera-Ellen
is justly famed as a graceful and exciting
dancer.
Pew songs have achieved the tremendous
acclaim of the title number, "White
Christmas," one of the greatest hits in
musical history, and its masterful composer,
Irving Berlin, has written nine additional
tunes for the picture. VistaVision, Paramount's
new and widely publicized photographic
process, makes its long-awaited
debut, in Technicolor, and the picture was
directed by Michael Curtiz, the winner of
an Academy award.
The music from the film probably will
The
still
afford the greatest number of tie-in possibilities,
with the title song leading the
way. There have been approximately 18
million recordings of "Wliite Christmas"
waxed since it was first introduced, including
about eight million copies of Bing
Crosby's version. In sheet music sales the
song has passed the 3 "a million mark, both
of these figui'es representing records.
Altogether there are nine new Berlin
songs in the picture, and a couple of old
favorites with one new number, "Count
Your Blessings Instead of Sheep," currently
getting top playing on radio and TV networks.
Three additional songs that are becoming
increasingly popular are "Sisters,"
"Love You Didn't Do Right by Me" and
"What Can You Do With a General?"
The complete list of the many companies
making recordings of the individual numbers
is listed in the pressbook and includes
every major recording firm. Among the
vocalists on the recordings are Crosby,
Rosemary Clooney, Eddie Fisher, Peggy Lee
and Arthur Godfrey. Two special "White
Christmas" albums, one by Bing Crosby
and the other by Rosemary Clooney, are
being distributed by Decca and Columbia
Records, respectively.
Disk jockey cooperation is a "must" in
the campaign. Eighteen hundred radio and
TV stations around the country have already
received a personal letter from Miss
Clooney telling them about the picture,
her co-stars, the music and VistaVision.
Irving Berlin recently made a national
tour appearing on air programs in key
cities and attending conferences and receptions
with station executives, disk
jockeys, motion picture editors and critics.
Berlin made two special recordings which
were distributed to 1,500 disk jockeys, radio
and film commentators which are to form
the basis of special programs on the picture.
Paramount is making available free to
exhibitors on request a two-sided interview
transcription with Miss Clooney, a
complete 15-minute radio program with
music, and a special spot announcement
record to serve as an inspiration for
"Irving Berlin Day" or "Bing Crosby Day
broadcasts, which are to feature the music
and songs by the two artists. Crosby and
Miss Clooney are also available for local
telecasts via a free TV sound film clip
from the picture. Write to Advertising
Mgr., Paramount Pictures, 1501 Broadway,
New York, for information on the recordings
and the film clip.
MUSIC TIEUPS IMPORTANT
Every record and music store in town
should feature recordings, sheet mu.sic and
displays of the scene stills. In the New
York campaign two leadmg stores used
large-space co-op ads tieing in with the
picture and Radio City Music Hall. The
music score should also be played on the
PA system in the theatre and lobby; promoted
with local orchestras, and spotted
on juke boxes. Offer promoted records
as prizes for patrons submitting the longest
list of Berlin tunes or Bing Crosby
records.
"White Christmas" is the first film to
use Paramount's wide screen process, a new
method of "photographic high-fidelity," a
development which has been publicized for
many months. With Paramount's first
production in VistaVision, the motion picture
company is introducing a new line of
color stills especially designed for tie-ins
and display purposes to further publicize
the new screen process. Packed 12 to a
set in glassine envelopes, they are available
at National Screen. VistaVision is also
featured in the special assortment of theatre
front and lobby decorative materials
including valances, auto bumper strips,
badges, etc., all items in fluorescent satin,
to be ordered from the vender.
TO FEATURE VERA-ELLEN
Almost everyone of the commercial tieups
will be helpful locally in arranging displays
and cooperative promotions with
merchants. The Bostwick Laboratories,
manufacturers of an aerosol bomb that
sprays imitation snowflakes, will feature
Vera-Ellen, while Craft House Pi'oducts,
manufacturers of Trim-It-Yourself Christmas
tree decorations and wrappings, will
use the portrait of Rosemai-y Clooney in
their respective national magazine, newspaper,
dealer display and direct mail advertising.
Both of these products, in addition to
offering tie-ups. will prove useful in theatre
decorations for the picture. More than
8,000 department stores and dress shops
o
oo
o
— 348 — BOXOFFICE Showmandiser Nov. 6, 1954

(0
CD
Irving Berlin, left, and Manoger Carl Ferrozza
inspect a lobby board in Keiths Theatre at
Cincinnati on "White Christmos." Note the
Lite magazine spreod on the film is the basis
of the display.
featuring Natlynn Junior Originals for
junior misses will plug the picture in special
mailing pieces. Juno Knitting Mills,
maker of turtle neck sweaters for men,
women and children: Chief Apparel, men's
and boys' sports jackets; Van Heusen
Shirts, men's sport and dress shirts; the
Hollywood Bread Co.. and the Deeco Furniture
Co.—all will use portraits of stars and
featured players in the picture for their
advertising campaigns.
Crosby will appear for Bem'us watches
on filmed TV and recorded radio spot announcements.
As reported, the National
Ass'n of Fur Mfrs. will publicize "'White
Christmas" in ten major metropolitan areas
in a contest involving the presentation of
ten white sheared beaver jackets. Department
stores and specialty shops are to participate
in the fur coat promotion. Any
number of other tie-ups may be arranged
with local dealers. Highlighting the "white"
part of the film title, urge a 'White Goods
sale or a sale of washing machines, dryers,
etc.,
to keep household articles white.
TWO MAGAZINE COLOR ADS
Pre-selling on the picture includes two
color ads In national magazines plugging
"White Christmas" and VistaVision, most
of the insertions scheduled for the December
and January issues, to be on the newsstands
throughout November and December.
The local distributing companies
should feature banners on their trucks
calling attention to the ads and theatre
playdates.
Parents' Magazine for November has selected
"'White Christmas" as the Movie of
the Month. A three-page layout including
pictures in color made during the production,
appeared in an issue of Life. Redbook
and Seventeen selected "White Christmas"
as the Picture of the Month and the
'Woman's Home Companion for November
reproduces a number of scenes from the
film with a review. All these breaks may
be combined for an effective lobby board.
It will be only natural for showmen to
emphasize the yuletide motif or Christmasy
atmosphere of the story in theatre
front decorations, direct mail advertising
and general promotion. There's a lot of
decorative material available particularly
during the winter that may be used for
fashioning a snow-crusted, glittering front
and marquee.
A stunt that should get newspaper coverage
for theatres in the northern sections
of the country could be worked with the
cooperation of a local weather man. When
the picture playdate has been set. ask the
weather bureau for a prediction on opening
day, based on the possibility there
might be snow. In all areas it may be possible
to promote a truck load of "snow"
from the local ice company for a snowball
party to be staged in front of the theatre
at the opening.
USE OLDTIME SLEIGH
If there's a sleigh that can be borrowed,
have it displayed around town on an open
truck with youngsters dressed in costumes
tossing snow balls to passersby. If no snow
is obtainable, the five-and-dime stores sell
imitation snowballs which in turn may be
stuffed with passes to the theatre and
tossed to lucky citizens. Cotton batting
snowballs will also sei-ve the purpose. A
girl dressed in a winti-y short-skirted skating
costume can be hired to distribute
throwaways. Use a Christmas-type greeting
card in mailings to patrons.
Communities having snow during the engagement
can stage a sleigh derby, with
kids racing down a hill for ticket prizes.
The photos of the four stars pictured in the
pressbook mat 3-A, and also available as
a still, will prove effective blown up for
top-of-marquee display and other poses of
the full-length figures, from posters and
stills, may be enlarged for foyer set-pieces.
As a civic gesture, the picture opening
may be tied in with a "white Christmas"
for the needy charity campaign, with patrons
leaving their contributions at the
theatre. Get permission from the authorities
for kids to decorate the pine trees in
the city park, using paper garlands, cotton,
imitation snow and homemade decorations,
with winners to be selected by the mayor
or group of councilmen.
Theatre
and Cafe Host
54 in School Faculty
Manager Phil Heil of the Valley Theatre
in Fowler, Colo., and the proprietors of
a local restaurant played host to the
faculty of the local schools and members
of the board of ed'ucation, and their husbands
or wives, at a dinner-theatre party
at the beginning of the school year.
Fifty-four school leaders and their families
gathered at the restaurant for a
turkey dinner, and following this the educators
went to the theatre for a special
show. The "^Velcome to Fowler" party
was greatly appreciated by the group and
served as a fine introduction to their
hosts.
Sales and Car Safety
Slogans Inspired by
'Suddenly' Title
. . . Your
The title of "Suddenly," the new Frank
Sinatra film, gave Lester Pollack, manager
of Loew's at Rochester, N. Y., an inspiration.
Traffic accidents happen suddenly
and without warning. Pollack took this
fact and blazed forth that "Most Accidents
Happen Suddenly." and recommended
"Suddenly" as the picture to see at Loew's.
The placards were attached to lamp
posts around town.
Pollack persuaded officials at the American
Electronic Supply Co. in Rochester to
use the "Suddenly" idea on circulars sent
out to customers. Copy read: "Television
receivers often go 'Suddenly'
business demands that you avoid being
caught 'Suddenly' without adequate parts."
Proper credits appeared at the bottom of
the herald.
A Newsweek magazine review of the film
was blown up for an outer lobby display.
The 40x60 cutout of P^-ank Sinatra from a
shooting scene in the film was given added
realism in the inside lobby by a soundeffects
record, hidden from view, which
duplicated the whine and rat-tat-tat of
bullets.
The cutout stood next to a poster detailing
a disk jockey contest. Listeners were
asked to answer four questions concerning
Sinatra's recent movie roles and latest
Capitol recordings, and winners were
awarded copies of the new album or passes.
Window Spots
'Brides'
Song Hits in Picture
Manager J. LeFave, manager of the
Capitol in 'Windsor, Ont., promoted an
excellent window display in a local record
and music shop on "Seven Brides for Seven
Brothers" as his entry in the MGM window
display contest. Banners displayed at the
top of the front window showcase heralded
the song hits from the film, available on
records and in sheet music at the store,
and colorful streamers ran from the ceiling
to "disks" which bordered the window.
The disks were labeled with the names
of the song hits featured in the picture,
while actual records of the tunes were
displayed next to a large poster.
BOXOFFICE Showmandiser Nov. 6. 1954 — 349

-
NO BIG
TO WIN IN
BUDGET REQUIRED
SHOWMANSHIP
E. J. Jordan Dick Wommack Murray Spector Harry Wilson
Murray Spector. who manages a oneman
operation, the Plaza Theatre in Englewood,
N. J., and was an award winner in
1953, wins the first Citation for October
with his tremendous Back-to-School promotion.
Paired with him in the public
relations grouping is Edwin Jordan, who
earns an award for his Happiness Club
promotion for youngsters, a weekly feature
at the Belle Meade Theatre in suburban
Nashville, Tenn.
There are dual awards for the most
original ideas submitted during the month,
one to Dick Wommack for his Cowkid
contest, which he held at the Pawnee
Drive-In, North Platte, Neb., and the other
to Warren 'Bud" Patton, city manager for
the Downtown Theatre, Tulsa, Olka., for
another promotion with the town youngsters
that resulted in excellent goodwill
publicity.
Two former Citation winners, dating
back to 1950. are Harry Wilson, manager
of the Capitol in Chatham, Ont.. who takes
an October award for his fine newspaper
ads. and Pi'ancis Aiello. who put over the
best general promotion of the month with
his comprehensive campaign on "Three
Coins in the Fountain" at the Manosoperated
Casino in Vandergrift, Pa.
A good idea worked out in a window
display for "Seven Brides for Seven Brothers"
wins an award for Howard Rutherford
of Loew's Theatre, Indianapolis, and
Don Knight wins his Citation for the theatre
front setpiece plugging "Rear Window"
at the Des Moines (lowai Theatre.
Manager M. A. Maige of the Cloverleaf
Drive-In in Augusta, Ga.. was rated tops
for his unusual lobby display on "Demetrius
and the Gladiators" and the final award
goes to M. A. Elkins for his very attractive
bally on "Susan Slept Here" at the Colbert
Theatre, Sheffield, Ala.
F. Aiello M. A. Elkins Howard Rutherford M. A. Maige
Carrot Bouquets Win
'Francis' Publicity
Manager Phil Heil of the Valley Theatre
in Fowler, Colo., made use of an inexpensive,
imaginative adaptation of an idea
taken from the pressbook to reap top
drawer publicity on "Pi-ancis Joins the
WACs." Heil had a local florist make up
several bouquets of carrots, with an enclosed
card reading "Pi-om Francis, see me
Thursday, Friday or Saturday." These
were delivered to the mayor, city council
men and editor of the local paper. All got
quite a kick out of the stunt. The editor
of the Fowler Tribune printed Heil's letter
to the mayor and councilmen, in which
Heil asked them to be his guests at a showing
of the film. On the editorial page,
humorous mention of the corsage was included
and the editor commented. "With
the kind of weather we've had this week
I think I'll ask my wife to use my corsage
in a nice stew instead of wearing it when
I go to see Francis."
Boxoffice business was 150 per cent for
the run. and the stunt cemented excellent
relations with city officials.
Dolls and Manikin Minus
Credits Used for 'Brides'
Manager Hilary Howes of the Capitol
in Halifax. N. S.. experimented with a
lobby display consisting of a life-size model
dressed in a bridal costume and seven small
dolls at her feet. The display tied in with
"Seven Brides for Seven Brothers," but
Howes decided not to include a credit
card on opening night to see how many
would catch the idea of the exhibit.
Howes reported patrons passing the display
were intrigued and stopped to examine
it more carefully. He felt certain that
at least 90 per cent caught on instantly,
and after the first evening reports that
"no one could have forced me to use a
Patrons' comments were well
credit card."
worth hearing, and while Howes couldn't
be sure that the display was a factor in
their holding the film over for a second
time, he and the cooperating store owner
were delighted with the success of the
"seven brides."
Ten-Foot Mobile Book
Ballyhoos 'Mutiny'
Sam Oilman's promotion for "The Caine
Mutiny" at the Loew's State in Syracuse.
N. Y.. featured a giant book bally, a naval
detachment as guests of honor opening
night and numerous "Read the Book—See
the Picture" tie-ups.
The oversize ten-foot book ballyhoo.
I
DEAL DIRECT AND SAVE
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GUARANTEED. Write lor complete catalog
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Tirsi •American jpWucb.inc.
1717 Wyandolle St.,
made portable by rollers attached to its
base, was pushed through town prior to
opening and also displayed in front of the
theatre throughout the playdate.
A group of local navy personnel, including
a WAVES representative, attended the
first performance of the film and posed for
photos outside the theatre.
Jack Mitchell of the Auburn Theatre.
Auburn, N. Y.. has come up with a clever
gimmick on "Sabrina." He had a local
dress shop pay for the imprinting of 2,500
book matches. Scintillating copy read,
"You'll light up when you see 'Sabrina,'
starting Sunday at Schine's Auburn Theatre,"
This was on the front cover. On the
back was, "You'll look striking in a dress
from the Evelyn Shoppe."
Son Bob Jefferis Writes
Program Movie Chatter
Jeff Jefferis. manager of the Jefferis
Theatre at Piedmont, Mo., publishes a
monthly chatter sheet on the back of his
calendar of coming attractions mailed to
patrons. For October. Jeff's son Bob, an
addition to the Jefferis management, took
over as editor and delighted readers with
his folksy line of patter. Notes on the recent
remodeling job and the many improvements
completed at the Jefferis, new fall
schedules at the theatre, announcement of
the grand reopening show and a change
in the pictures listed on the calendar were
all written up in a chatty, informal style
designed to make patrons feel like "one of
the family."
— 350 — BOXOFFICE Showmandiser Nov. 6. 1954

,
Pre-Selling
Guide
Exploitable in
the Magazines
o
A report on new films lor which national
pre-selling campaigns have
been developed. Listed with each
picture are tie-ins which have been
created, plus tips to exhibitors on
how to use these pre-selling aids to
exploit the picture locally.
ROOGIES BUMP
Rep.
liooK Store Tieup: Check local book stores
for the use of window displays built around
liooks about baseball and/or the Brooklyn
Dodgers. Some of the current books about
the Dodgers include "Dodger Daze and
Knights," by T. Holmes: "The Artful Dodgers,"
Tom -Meany; "The Rhubarb Patch,"
Barney Stein and Red Barber, and "The
Brooklyn Dodgers" by Frank Graham. A contest,
with books as prizes, could be promoted.
Coloring Contest: A two-column color-in
mat (No. RG-21 is available from National
Screen and may be used in newspapers or as
a herald.
Baseball quiz: Questions about baseball are
imprinted on Mat No. RG-1, from NS, which
may be planted in the local paper or used
on the back of a herald, distributed from
sporting goods stores, or broadcast over a
sports program.
Radio Copy: Spot announcement copy, varied
in approach, may be had upon request to
Republic Pictures Exploitation Dept., 17-M)
Broadway, .New York. This copy is aimed at
the kids and may be placed before or after
kid shows, sports programs, etc. Mention of
the picture may be promoted through local
game commentators, announcers and newscasters.
Little League Promotion : Since the picture
concerns a small boy who gets to play with
the Brooklyn Dodgers, Little League baseball
teams throughout the country will undoubtedly
be especially interested in the film. Contact
the civic or fraternal group which sponsors
your town's team and work with its leaders
on a full-scale campaign.
TlE-IN Tips: Arrange an invitational premiere
for the lofai Litt'e League team,
parade t with band), honor day for playoij
winners, visit to mayor's office, stage
presentation of cup or marchandise
awards, newspaper interviews, etc.
Accessories: An announcer display showing
announcer Tedd Lawrence at the mike may
be blown up, with a concealed record player
plugging the picture, or the still may be cut
out and mounted. Order Still No. 4005-P2.
ann(puncer still, from National Screen. A set
of four teaser ad mats, Nos. 210, 220, 230 and
240: the regular ad mats on the picture: an
upright set of five stills of the Brooklyn
Dodgers players who are featured in the film:
and the posters are all available from iNational
Screen.
Yule Cards Out in Detroit
Christmas cards were received early by
numerous special friends of the Michigan
Theatre, "flagship house" of the United
Detroit Theatres. Attractively printed in
regular greeting card format, in bright
red. with Santa Claus on the front, the
cards invited the recipient to the first
showing of "White Christmas." Each
served as a pass for two persons, and was
an attention-getting technique assuring a
good sendoff for the film.
Jesse Zunser reviews Warner Bros. "A
Star Is Born" in Cue and comments that
Judy Garland has made the film a tremendous
personal triumph. Zunser also
lauds the splendid supporting cast which
includes James Mason and Charles Bickford,
Tom Noonan and Jaclc Carson. Also
reviewed in this issue is "Beau Brummell,"
MGM's screen version of the Clyde Fitch
Regency comedy, which is commended for
its brilliant color photography and excellent
performances by Stewart Granger.
Elizabeth Taylor and Pete Ustinov.
Ryan Water of Cue's staff interviews
famed Italian actress Gina LoUobrigida,
whom he labels "the greatest thing to come
out of Italy since Columbus."
Tempo for November 1 selects WB's
"Track of the Cat" as the Movie of the
Week. Starring Robert Mitchum, the
film is adapted from the best-selling
novel, and features Tab Hunter and
Diana Lynn.
and they report that of
The November issue of Woman's Home
Companion features an article on "Cheese
Treats From a Swiss Kitchen," selected
by the young American couple who visited
Switzerland for the filming of "Cinerama
Holiday." John and Betty Marsh of Kansas
City are the lucky American couple featured
in the film,
all the good things they ate, those made
with Swiss cheese were tops—particularly
cheese fondue, which is featured in
a party sequence in the pictm-e. Swiss
cheese fondue parties will be held in key
cities throughout the country as part of
the promotion activities planned for the
soon-to-be-released film, and the recipe
lor this unusual dish, contained in the November
issue of Companion, will serve as a
guide for such parties.
Linda Darnell, starring in RKO's
"This Is My Love," will be featured on
the color cover of the November 21
isswe of the Sunday Mirror Magazine.
A story on inner pages credits the production,
which co-stars Rick Jason.
Dan Duryea and Faith Domergue.
Paramount's "White Christmas" is Compact's
November Movie Rave of the Month
and is described as having the "sparkle and
warmth of Christmas Eve spent round the
tree."
Seventeen selects "White Christmas"
as its November Picture of the Month
and includes reviews of "Brigadoon"
I MGM ) "a tuneful, romantic fable"
,
starring Gene Kelly and Cyd Charisse;
"High and Dry" iU-I>, "a beaming
comedy" with Paul Douglas: and "The
Little Kidnappers" lUA) , a warmly enchanting
English comedy, recommended
as one not to be missed.
Life spotlights star Dorothy Dandridgf
on its November 1 cover, and on inner page.s
reviews 20th-Fox's exciting musical drama
BOXOFTICE ShovTOiandiser :: Nov. 6, 1954 — 351 —
"Carmen Jones" in a story entitled "A
New Beauty for Bizet." Life reports that
nonsinging Miss Dandridge in her sultry
role as Carmen, backed by an enthusiastic
all-Negro cast which includes Harry Belafonte
and Pearl Bailey, "will probably make
more friends for opera in America than any
attraction since Em-ico Caruso."
United Artists' "The Barefoot Contessa"
has been selected as the Month's
Best film in the November issue of
Coronet. Citing director Joe Mankiewicz'
brilliant talent, the reviewer comments
that in etching sharp portraits
of American moviemakers abroad,
"Mankiewicz again proves himself a
master of superlative dialog."
Philip Hartung's November selection of
Companion Family-Approved Movie features
Paramount's "Wliite Christmas,"
which "glistens with stars, Ii'ving Berlin
music and Vista Vision." A two-page pictorial
synopsis of the plot shows Bing
Crosby, Danny Kaye, Rosemary Clooney
and Vera-Ellen in scenes from the bubbling
musical.
Capsule reviews of "more films worth
seeing" include Columbia's "The Detective,"
starring Alec Guinness; "Aida" iIFE)
"
Verdi's famous opera; "Rogue Cop iMGMi
and "Suddenly," UA's tense thriller starring
Frank Sinatra.
Bill Lavery Goes Strong
On 'Sabrina' Publicity
Many showmen might be tempted to let
the heavy national publicity given "Sabrina"
and the name value of its three
Academy award winning stars carry the
load of local promotion, but not Bill
Lavery of the Olympic in Watertown, N. Y.
By means of tie-in displays at retail
stores, music shops, newsstands and numerous
posters, Lavery brought the film to
the attention of people of Watertown and
the surrounding upstate area.
Using sealing tape, Lavery simulated
cracks in the theatre entrance doors, then
pasted cutout letters on the glass reading,
"They're knocking the doors down to see
'Sabrina.' "
He set up a 24-sheet in the grassy center
strip of a four-lane trafficway.
An Oldsmobile convertible supplied by
a local dealer carried a model, dressed in
a frock like that worn in the film and wearing
a "Sabrina" hairdo, thi-ough town,
then parked in front of the theatre.
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STEEL SCREEN EXTENSIONS
For popular wide screen pictures. Priced low . . .
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BOXOFFICE
NUGGETS
sums contributed by each merchant. The
Manager Flay Kane of the Reeves Theatre
DRIVE-IN THEATRE MFG. CO. »Ji*.1'cV.y^M*." really be 'Living It Up' in a new '54 Ford!"
in Elkin, N. C, decked out his conces-
trailer will carry an individual plug for
sions counter to look like a circus sideshow
each store.
Manager Fiank McQueeney of the Pine
Drive-In at Waterbury, Conn., turned over
the receipts from one evening's showing
of "King Richard and the Crusaders" to
the Waterbury polio emergency fund. To
attract the largest crowd possible, Mc-
Queeney promoted 25,000 pieces of candy
which were distributed to patrons.
Rookie cops and one policewoman of the
Cincinnati police force were guests at the
Albee Theatre of Manager Joe Alexander
on opening day of "Dragnet." The smartly
uniformed group lined up in front of the
exhibit for "Ring of Fear" and sold a
theatre, rating a break in the local press.
bonanza batch of popcorn in addition to
giving the picture a boost. The candy attendant
was dressed as a clown, and put In 'Star' Guessing Event
Stills From Old Films
on an act of his own between sales. He
The pressbook for "A Star Is Born" lists
also marched and cavorted in a parade
a number of contest ideas and then notes,
held before a football game by the Elkin
"You'll think of others." That is exactly
high school.
what Manager John Denman of the Denver
Theatre, Denver, did. He came up
The hard-working team of Lou Cohen
with a contest that is both an excellent
and Norm Levinson, manager and assistant
at Loew's Poll Theatre in Hartford,
example of practical showmanship and one
that offers even a greater title association
Conn., drew a lot of laughs from patrons
than many of the contests suggested in the
when they posted clever teaser cards on
publicity manual.
"Woman's World" in the restrooms and
With the cooperation of the Rocky Mountain
News, Denman ran a series of six
lounge. Accompanied by appropriate scene
stills from the film, copy on the cards
stills from pictm-es which had helped to
read: "Are you an albatross around your
make stars out of certain featured players.
husband's neck? See 'Woman's World.'
Readers had to
How does a man
name both the individual
get ahead? By the sweat
picture and star. A convenient coupon,
of his brow ... or the charm of his frau?
Coming soon, 'Woman's World.' "
with spaces for both these answers as well
as the contestant's name and address, was
included along side
George Krevo, manager
the photo
of the Palace
each day.
The Fox
Theatre
Intermountain
in Jacksonville, Fla., had
manager offered
the best
cash
gag of the week
awards as prizes.
when he gave saturation
According to Paul
distribution to small
H. Lyday,
cards
the circuit's
with this
publicity director,
mimeographed
the
note in longhand,
contest
"Would
garnered a
lot of free space.
you get in touch with Detective Kelvany,
call 6-1124." As 6-1124 is the Palace number,
the cashiers there were given an opportunity
Bonus Night at Drive-In
to describe the merits of "Rogue Manager Paul Amadeo of the Pike
Cop," in which Robert Taylor takes the Drive-In, Newington, Conn., racked up impressive
part of Detective Kelvany, to a large number
results with his recent low-cost
of persons who had the curiosity to call fall promotion stunt, Pike Mystery Bonus
the theatre. Krevo said that each caller night. Novelty "mystery bonuses" included
was told that a free pass was waiting at distribution of passes to future shows and
the boxoffice.
free admittance to every fourth patron.
Manager Arnold Kirsch of the De Luxe
Amadeo picked a midweek evening, normally
a somewhat slow night attendancewise
Theatre in the Bronx, N. Y., has promoted
for this time of year, to run the pro-
a special Christmas greetings trailer with motion and reports that "we made a lot of
neighborhood merchants. The trailer, friends for the rest of 1954."
which will run from December 15 through
the 24th, was paid for in its entirety by
Ford Co-Op on 'Living
George Porhan jr., manager of the Capitol
FLAT OR CURVED
Theatre. Welland, Ont., promoted a
STEEL SCREEN TOWERS
fine co-op ad boosting "Living It Up" with
the local Ford automobile dealer. The twocolumn
spread, illustrated with cutout
Drive-ln. Desinned for 30 lb. wind lood plus iofety
fochpr. Quick and easy erection.
Also Extensions for Existing Towers
heads of stars Jerry Lewis and Dean Martin,
featm-ed sprightly copy reading,
WRITE FOR QUOTATIONS
"You'll
Class in Girl Bally
Enhances Appeal
^' ^
#%
I
Monsieur C. D. Wray came up with ze
French touch for an ah, la, la ballyhoo that
drew plenty of attention in Topeka, Kas.,
for the showing of "Beauties of the Night"
at the Dickinson circuit's Kaw Art Cinema.
Manager Wray, as he is better known, attii'ed
himself in a top hat, satin lapeled
tuxedo, black string tie and adorned his
face with a moustache and goatee for the
proper effect. Three girl employes got
into the act dressed in bathing suits with
the addition of sheer nylon full-length
capes.
All four then drove around town in a
red convertible loaned to Wray by a local
dealer. Wray reports that although he
didn't receive any whistles, the girls received
their share. The Topeka Daily
Capital, the local paper, helped out by
publishing the above photo.
Fake Bank Notes Given
Away for Pound Note
Victor Sims, relief manager for the Regal
Cinema in Bichester, England, put over
"The Million Pound Note" (shown in this
country as "Man With a Million") by preparing
fake pound Bank of Regal notes
reading, "I promise the Bearer wUl receive
nothing but the best in entertainment,"
with the theatre's number imprinted in
the top left corner. One thousand were
distributed. Some people brought them
along to the theatre and tried to change
them—all in good fun, as the back of the
paper notes read "Although this note is
worth nothing, it will be worth your while
to see 'The Million Pound Note.' "
A second throwaway in the form of a
page from a diary, covering entries for three
days, with the dates corresponding to the
play dates, contained a notation written
in script: "I must reserve one of these
three days to see 'The Million Pound Note'
at the Regal." These were left in cafes,
pubs, on buses, and at the local Ai'my
Depot.
To Dance 'Americano'
Arthur Murray studios throughout the
country will introduce a new dance, the
Americano, in conjunction with local playdates
on RKO's "The Americano."
— 352 — BOXOFFICE Showmandiser Nov. 6, 1954

Hollywood Office— Suite 219 at 6404 Hollywood Blvd.: Ivan Spear, Western Manager/
Invitational Debut
Given to Xontessa'
HOLLYWOOD—"The Barefoot Contessa,"
United Aj-tists release of the Ava Gardner
starrer produced and directed in Italy by
Joseph L. Mankiewicz, was given a gala invitational
premiere here Thursday (4) at the
Fine Arts Theatre. Garnishment for the
event included television coverage via station
KTLA and personal appearances by Miss
Gardner and her co-stars in the film.
Humphrey Bogart and Edmond O'Brien.
The first-nighters also included Jeff Chandler,
Joan Crawford, Doris Day, Judy Garland,
Gloria Grahame, JeiTy Lewis, Robert
Mitchum, Donna Reed, Debbie Reynolds,
Rosalind Russell and Clifton Webb.
Armistice Day, Thursday (11^ was set as
the date for the world premiere of MGM's
"The Last Time I Saw Paris." which will
make its bow then at Loew's State Theatre
in Indianapolis. The Jack Cummings production,
directed by Richard Brooks, stars
Elizabeth Taylor, Van John.son and Walter
Pidgeon.
Charities Drive Starts
In Filmland's Capital
HOLLYWOOD—With a $1,250,000 goal, the
motion picture permanent charities 1955
fund-raising drive officially got under way
Monday (1) under the supervision of Ralph
Clare, chairman, and Regis Toomey. president.
Labor groups are being given increased
representation on the membership roster,
labor's executive committee, under the chairmanship
of Carl Cooper, having been boosted
from six to ten members.
Allocations from 1955 campaign funds have
been budgeted for the Community Chests and
Red Cross chapters of Los Angeles, Burbank,
Santa Monica and Glendale, as well as nine
other major organizations maintaining local
health and welfare services.
Clare disclosed that the new drive is being
launched with a sub.scription backlog of
$650,000, contributed through "Fair Plan"
payroll deductions by more than 14,000 industry
members.
Writer-Producer Debut
HOLLYWOOD—Roy Huggins, contract
scrivener at Columbia, will make his debut
as a writer-producer on "My Dear Children,"
a picturization of the play which served the
late John Barrymore as his last stage vehicle.
It is slated to begin filming early next year
from a script now being prepared by Huggins.
BOXOFFICE :: November 6, 1954
U-l Realigns Studio Staff,
Executive Committee
HOLLYWOOD—To keep pace with the
studio's expanding operations, a number of
staff promotions and the creation of a new
executive committee at Universal-International
were announced by Edward Muhl, vicepresident
in charge of production. The new
executive group, operating directly under
Muhl, comprises James Pratt, executive studio
manager; Morris Davis, business manager;
Robert Palmer, talent executive; Ray Crossett.
story and scenario editor; Morris Weiner,
in charge of industry relations; George
Douglas, operations manager, and Ernest
Nims, editorial executive.
Muhl, declaring U-I has just completed
"the most profitable and successful year in
its history," said the new moves were made
to integrate more closely the functions of
creative and administrative personnel on a
policy-making level.
In a realignment of executive duties, Doug-
FRENCH HONOR TO LEROY—Mervyn
LeRoy, Warner producer-director, is
shown here with the Victoire trophy,
presented to him after he was adjudged
the best nieg:aphonist in a national poll
conducted by Le Film Francaise, French-
Belgian motion picture journal. With
him are (left) Dana Andrews, starring
with Greer Garson in LeRoy's current
Warner opus, "Strange Lady in Town,"
and Raoul Bertrand, French consulgeneral
in Los Angeles.
las takes over the newly created post of
operations manager. Charles Stineford, assistant
business manager, succeeds Douglas as
studio treasurer. Morris Weiner moves up
from the post of studio manager to that of
head of industry relations.
Douglas also will serve as chairman of a
studio operations committee, other members
of which are Gilbert Kurland, production
manager; Emmett Ward, plant manager;
Percy Guth, post-production manager; Joseph
Dubin, chief studio counsel; George
Bole, commercial and short subjects manager;
William Batliner, assistant to Douglas;
Stineford; Ivan Betts, studio controller;
Jack Baur, casting director; Sam Israel, studio
publicity chief, and Clark Ramsay, executive
assistant to David Lipton, vice-president
and national publicity-advertising director.
All changes are effective immediately.
Alan Ladd Joins TV Ranks
With First Show for GE
HOLLYWOOD— still another motion picture
stalwart has expanded his profe.ssional
activities to include television with the completion
by Alan Ladd of his first TV subject,
"Committed," an entry in the General Electric
Tlieatre video series. The half-hour
drama, directed by Frank Tuttle, features
John Howard and Virginia Gibson, Ronald
Reagan is program supervisor and host of
the series, and will introduce the Ladd starrer,
which is tentatively set for January telecasting
over the CBS-TV network.
» * *
In an expansion of its operations, Goodson-Todman,
Inc., New York video production
firm, has established offices here with Harris
Katleman, formerly with MCA, as its local
representative.
* « *
Megaphonist William A. Seiter was inked
to diiect "Marked Down," half-hour video
film starring Ida Lupino, an entry in the
Four Star Playhouse series.
Walter Wanger at Forum
HOLLYWOOD — Walter Wanger, Allied
Artists producer, spoke at a Tuesday (2) political
science forum at Occidental College on
"Hollywood and Politics, and Movies as a
Propaganda Weapon."
.39

megophonist is Edward
was JACK CARSON.
Buzzell. Booked for the film
ROCK HUDSON will team with Jane Wyman in "All
That Heaven Allows," romantic droma in Technicolor,
which Douglas Sirk will direct for Producer Ross
Hunter.
JAN STERLING will star with Joan Crawford ond
Jeff Chandler in "Femole on the Beach," an Albert
Zugsmith production in Technicolor, to be megged by
Joseph Pevney.
MARIE WINDSOR drew the femme lead in "The
Mummy," Abbott-Costello comedy, a Howord Christie
production which Charles Lomont directs.
Scripters
Warner Bros.
ARTHUR ROSS was signed to screenplay "Prince
Bart," from the novel by Jay Richard Kennedy.
"ROMEO AND JULIET" BOWS IN LONDON—Among those attending the opening
at the Odeon, Leicester Square were, left to right, Joseph Janni, producer: Renato
Castellani, director; Susan Shentall, star, and Sebastian Cabot, featured player. United
Artists will release the Technicolor film in the U. S. late in the year.
STUDIO PERSONNELITIES
Barnstormers
Allied Artists
JAN STERLING planed out for Toronto, Can., to
attend the Monday (8) four- theatre Canadian premiere
of "The Human Jungle," in which she stars
with Gary Merrill.
Metro-Goldwyn-Mayer
ELIZABETH TAYLOR will make o personol appearance
at the Wednesday
"The Last Time I Saw
( 1 7)
Pans" at
chanty
the
premiere
Capitol in
of
New
will to the
hospital.
Miss Taylor stars in the Jock Cummings production
with Van Johnson and Walter Pidgeon.
York.
New
Proceeds
York Infirmary
from the
and
opening
the North
go
Shore
Blurbers
Paramount
GENE BROOKS has been assigned as head of publicity
for Hal Wallis Productions. He has worked in
the motion picture public relations field in Italy,
the east and locally.
Cleffers
Set OS music
MARLIN 5KILES.
Allied Artists
director on "High Society" was
Paramount
SYLVIA FINE and SAMMY CAHN are composing
six original song numbers for Deno Productions'
"The Court Jester."
Set OS music director on "Lucy Gallant" was
VAN CLEAVE.
RKO Radio
LOU FORBES will compose and conduct the musical
score for the Benedict Bogeaus production, "Escape
to Burma."
20th Century-Fox
Producers Robert Goldstein and Robert L. Jocks
inked HUGO FRIEDHOFER to compose the score for
"White Feather."
Meggers
Allied Artists
Scenarist DAN ULLMAN will make his debut OS o
director on "Code Three," a Wild Bill Elliott starrer
which Vincent M. Fenneliy will produce.
Columbia
"Devil Goddess," last of the Jungle Jim series
starring Johnny Weissmuller, will be directed by
SPENCER BENNET for Producer Sam Kotzman. Following
completion of the feature, slated to roll next
rrlonth, Weissmuller will report to Screen Gems, Columbia's
TV subsidiary, to begin a Jungle Jim series for
television.
20th Century -Fox
SAMUEL G. ENGEL was handed the production
reins on "Tigrero," based on the best-selling adventure
tome by Sosha Sienel.
Options
Independent
LANCE FULLER drew the male lead in "Kentucky
Rifle."
CATHY DOWNS and JEANNE CAGNEY will be
featured with Chill Wills in the Howco Productions
frontier drama being produced and directed by Carl
K. Hittleman.
Paramount
JOHN DEREK drew leading roles in two features.
He will star with Kothryn Groyson ond Oreste Kirkop
in "The Vagabond King," a musical to be produced
by Pat Duggan and directed by Michael Curtiz, and
also was cast as Joshua
Ten Commandments."
in Cecil B. DeMi lie's "The
Producer Hal Wallis signed BEN COOPER for o
top role in "The Rose Tattoo," picturization of the
Broadway play by Tennessee Williams,
star Burt Lancaster and Anna Magnoni.
which will
VIRGINIA
GREY was inked for a featured spot in the Vista-
Vision entry.
20th Century-Fox
Cost with Richard Todd and Jean Peters in the
Samuel G. Engel production, "A Man Colled Peter,"
wos character actress MARJORIE RAMBEAU. The
picture is being megged by Henry Koster.
Universali-International
Inked to stor with Rory Calhoun and Piper Laurie
in Producer Sam Morx's Technicolor musical, "Third
Girl From the Right," was BARBARA BRITTON. The
OVERSEAS
VISITOR — MacGregor
Scott (left), general sales manager of
Associated British-Pathe, poses here with
Walter Mirlsch, Allied Artists executive
producer, during a recent trip to Hollywood.
The two companies have a joint
production-distribution agreement.
Story Buys
Independent
Producer-director David Miller purchased "House on
the Seine," an original by Jeffrey Brondel, and plans
to film it on location in Pans next year.
Paramount
Purchased was "Intermission," an original by Robert
Smith, dealing with the musical career of Louis
"Red" Nichols, Dixieland jazz advocate and leader
of the famous Five Pennies. The film will be produced
by Paul Jones.
United Artists
Producer-director Robert Aldnch acquired "Pot
Luck for Pomeroy," on original comedy by Robert
Russell, and inked Russell to develop the screenplay.
Technically
Metro-Goldwyn-Mayer
Set OS assistant director "Love Me or Leave
Me" was SID SIDMAN.
Paramount
EDITH HEAD is designing the wardrobe and costumes
for "The Girl Rush." WILLIAM HORNBECK
will edit the Independent Artists film.
20th Century-Fox
Cinemotogropher LEO TOVER was handed a new
long-term contract. His next lensing assignment will
be "Soldier of Fortune."
Universal-International
PHIL BOWLES, upped from second to first assistant
director, draws "The Mummy" as his initial chore
under the new status.
CARROLL CLARK, formerly and for many years at
RKO Radio, joined the studio's staff of art directors
ond drew "Tacey Cromwell" as his first assignment.
Changes
RKO Radio
"Bow Tamely to Me" to ESCAPE TO BURMA.
Title
AA Foreign Distribution
Plan Studied by Ritchey
NEW YORK—Norton V. Ritchey, president
of Allied Artists International Corp., has returned
from Europe where he surveyed the
market and discussed a plan advanced by
Steve Broidy, AA president, for revamping
European distribution. He met with members
of the industry in Germany. Prance,
Holland, Belgium, Portugal and the Scandinavian
countries. He said full details of a
new policy will be announced at a meeting
of directors in Hollywood.
Ritchey was pleased with the results of
the second joint Allied Artists-Associated
British Pathe sales convention held at Monte
Carlo and attended by the entire Pathe British
sales force and prominent European distributors.
Besides Ritchey, Allied Artists was
represented by Broidy and Harold J. Mirisch,
vice-president.
Sales policies were set on the new season's
product. Ritchey said that took only one
day.
"The rest of the week." he said, "we devoted
to the equally serious business of
beaches, bikinis and sunshine. Much goodwill
was stimulated. We most certainly plan to
continue these international get-togethers."
40 BOXOFFICE November 6, 1954

New SMPTE President
Authority on Sound
NEW YORK—Dr. John G. Frayne, newly
elected president of the Society of Motion
Picture and Television Engineers, is engineering
manager of Westrex Corp. and a recognized
technical authority on sound recording
and reproducing equipment in Hollywood.
He is a co-author of the widely accepted book
on studio recording, "Elements of Sound Recording."
He either wrote or collaborated
with others in w^riting more than 20 technical
papers, most of which were published
in the SMPTE Journal. Also ten U. S.
patents have been granted in his name.
Dr Prayne joined Electrical Research
Products, Inc., in 1929 as a development engineer.
At present he is in charge of all
development work of Westrex on both magnetic
and photographic recording. It is under
his direction that the new Westrex equipment
for both single and multi-track magnetic recording
has been brought into being and
is now in use in many studios thi-oughout the
world, as well as in the majority of studios
in Hollywood.
He became active in the SMPTE in 1931
as the first chairman of the progress committee.
Later he was chairman of the committees
on sound. Journal award and Progress
Medal award. He was honored with both the
Journal and Progress Medal awards. He is a
fellow of the Society, editorial vice-president
and executive vice-president. He has received
two Academy of Motion Picture Arts
and Science awards for technical developments
and has been active for a number of
years in the Academy and also in the
Research Council.
Kaufman-Hart Play Is
Being Used for TV Series
HOLLYWOOD—"You Can't Take It
With
You," the prize-winning play by George S.
Kaufman and Moss Hart which won the
Academy award as 1938's best picture when
produced by Columbia, is being utilized as the
basis for a proposed new telefilm series, the
pilot film for which is being prepared by
Screen Gems, Columbia's video subsidiary.
Fred Briskin, Screen Gems production executive,
is now lining up a director, writer and
cast.
* * *
Video notes: Station KNXT has acquired
unlimited-run TV rights to 149 Walter Lantz
cartoons, both silent and sound, made originally
for theatre distribution betw-een 1927 and
1937 and starring such characters as Oswald
the Rabbit, Willie Mouse and Pooch the Pup.
Gross-Krasne booked Busby Berkeley to
direct the next four half-hour entries in
the Big Town series starring Mark Stevens.
.
Cornel Wilde will make his television debut
on Ed Sullivan's Toast of the Town late in
January . NBC-TV inked Gene Nelson to
star in
.
the Colgate Comedy Hour's video
adaptation of "Let's Face It," scheduled for
telecasting Sunday (21).
Grant Signs for Three
HOLLYWOOD—Cary Grant was signed to a
three-picture starring ticket by Paramount.
He recently completed the topline in "To
Catch a Thief," produced and directed for the
studio by Alfred Hitchcock.
ILLING on 20th Centuiy-Fox's "Black
Widow" is strikingly illustrative of how
woefully outdated is Hollywood's socalled
star system, that casting protocolnurtured
by avaricious agents and reactionary
producers—which desperately clings to
the once-a-star-always-a-star theory, with
little regard for age, talent or existent fan
foUowings. Items:
Four troupers—Ginger Rogers, Van Heflin,
Gene Tierney and George Raft—are topllned;
with La Rogers, carrying her considerable
mileage remarkably well, but a bit beefy
around the edges, billed above Heflin, whose
outstanding thespian contributions to several
recent and current hit pictures irrefutably
makes his a much more popular name among
today's ticket buyers.
Raft, whose characteristic wooden delineations
have been kept hi the public eye
through television rather than the contemporary
motion picture screen, is accorded
stellar listing, while Reginald Gardiner, in a
definitely more important role and recording
a far better performance, is relegated to
featured-player mention.
Miss Tierney, despite her superior acting
abilities, had to settle for the femme part of
secondary consequence, similar to treatment
al.so obtained in "The Egyptian," another
20th-Fox opus.
Such archaic practices are rendered all
the more antiquated because of the justifiable
enthusiasm — over the new look in motion
pictures "Black Widow" is, of course, in
Cinemascope—and the ever-present plea for
new faces by exhibitors, fans and filmdom's
railbirds.
RKO Radio's title-thinker-uppers attained
a new high in something-or-other when they
selected "Underwater!" as the release tag for
the Jane RusseU starrer heretofore yclept
"The Big Rainbow."
What is it—a movie or a ballpoint pen?
In either event, the title change makes the
picture's publicizing a breeze for Praise Pundit
Perry Lieber, who hasn't been up for air
for lol these many years.
Further along name-switching lines, and
as was predicted here last week, "Bow Tamely
to Me" didn't abide very long as the tag for
the Benedict Bogeaus production destined for
RKO release. It's now called "Escape to
Burma."
If they had gone just one bit farther and
made it "Burma Shave," it could have been
an ideal twin booking with "Underwater!"
None of the so-called "spectaculars" and
"gigantics" that have dotted television screens
this season has been accorded the superlative
praise by the tradepress that went to "Light's
Diamond Jubilee," the two-hour video show
produced by David O. Selznick for the electrical
indu.stry in commemoration of the 75th
anniversary of the invention of the incandescent
light by Thomas A. Edison.
And no one who saw the program and
compared it with the overtouted, alleged TV
colossi that preceded it will gainsay that the
precedential kudos were richly merited.
There was, however, one ironical facet to
the masterful presentation. It was written by
Ben Hecht, who just a few short months ago
was being thoroughly castigated by guardians
—real or self-appointed—of filmdom's public
relations because of the disparagement of
Hollywood and its darlings in his widely read
book, "Child of the Century."
Assuming that television is a part of HoUywood,
an assumption that seems to be growing,
the magi of production apparently are not
reluctant about feeding the hand that bites
them, if that hand is sufficiently talented.
Teet Carle's Paramount praisery advised
that, among the first-nighters at the recent
local premiere of "White Christmas," were
more than 20 physicians from the Los Angeles
board of medical examiners.
Shucks, they're used to attending openings.
Informs Sam Israel, publicity major-domo
at Universal-International, "Faith Domergue
was signed ... for the top starring role in
'Cult of the Cobra' . . . deaUng with a beautiful
native girl possessing the centuries-old
power of turning herself into a cobra."
That's nothing. 'Most any Hollywood drumbeater
demonstrates such power daily.
Ever since Warner Brothers' "A Star Is
Born" debuted amid paeans of praise, Hollywood's
ambitious press agents and imaginative
keyholers have been reporting plans for
producing musical versions of other dramatic
successes of yesteryear, most recent
of which is MGM's "Waterloo Bridge."
Readers of fan fodder may confidently expect,
any day now, predictions of melodyand-mirth
remakes of "Gone With the Wind,"
Bu-th of a Nation" and "The Great Train
Robbery."
Also on the weird side is a handout from
Mickey Gross, catch-as-catch-can spacesnatcher,
which holds that "The Rin Tin
Tin Story," a biography of the dog star and
his descendants, is to be made as a theatrical
feature by one Herbert B. Leonard. Gross
describes the venture as a "cavalcade of
Hollywood lore as told through the eyes of
the screen's most famous canine star," for
which a $3,000,000 budget allegedly has been
set.
With which HoUywood publicity modus
operandi went to the dogs, for sure.
A local tradepaper gossip columnist tearfully
reports that crooner Eddie Fisher, whose
palpitating romance with Debbie Reynolds
has just culminated in their headline-making
engagement, spent a recent weekend in the
pool hou.se behind Debbie's home. The brave
lad, thus roughing it, had to shave with cold
water!
Things are tough all over, Eddie.
BOXOFFICE November 6, 1954 41

Film Editors ai Work
On 15 Films at MGM
HOLLYWOOD—Attaining a new high in
activity for the year, 15 film editors are at
work cuiTently at MGM.
They include Ben Lewin, scissoring "The
Scarlet Coat"; Russell Selwyn, "The Marauders";
Adrienne Fazan, "It's Always Fair
Weather"; John Dunning, "Interrupted Melody";
John McSweeny jr.. "Hit the Deck";
Albert Akst, "Moonfleet"; Harold F. Kress,
"The Pi-odigal"; Frank Santillo. "Bad Day
at Black Rock"; Ben Lewis, "Many Rivers to
Cross"; Ralph E. Winters, "Jupiter's Darling";
Ferris Webster, "The Glass Slipper"; Robert
Watts, "Invitation to the Dance," and Gene
Ruggerio and George Boemler. "Oklahoma!"
for Magna Theatres Corp.
Butler Will Make Three
Films for Kling, RKO
HOLLYWOOD—David Butler will
produce
three features for the Kling Picture Corp.
and RKO will distribute them, according to
Robert Eirinberg, president of Kling Studios.
Butler is vice-president of the new enterprise.
Associated with him are Lee R. Blevins,
vice-president of Kling Studios, and David S.
Garber, who will be production associate.
The first feature will be "Miracle at Santa
Anita." an original story by Robert Harari,
to be made for SuperScope in Eastman Color.
It will have a racetrack backgi'ound and
shooting will start after the first of the
year.
An Exhibitor
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East; In Chicago to attend the annual
Theatre Owners of America convention were
J. R. Grainger, president of RKO Radio, and
Loren L. Ryder, head of technical research
and development at Paramount. Grainger
ahso addressed an RKO sales conclave in the
Windy City. Ryder, a speaker at a TOA
panel session on new screen processes and
equipment, discussed the new wide-screen
VistaVision system. Also in attendance at
the TOA affair was Robert Gottschalk, president
of the Panavision Corp., manufacturer
of anamorphic production and projection
lenses.
West: Robert Palmer, U-I talent executive,
returned to his studio desk after a week's
business trip to New York.
* * *
East: After a one-day stopover at the
MGM studios here, Morris Frantz, advertising
chief for Loew's International, returned
to his headquarters in Gotham. He visited
here briefly en route home from Tokyo, where
he attended a Perspecta exhibitor plan convention.
West: Richard W. Altschuler, Republic
vice-president and dii-ector of world sales,
planed in from New York for a week of
conferences with Herbert J. Yates, company
president, and studio executives on upcoming
product.
* * *
East: Milton Sperling, president of United
States Pictures, flew to Washington for huddles
with defense department officials on a
military story which he is preparing to film
for Warner Bros, release. Thence Sperling
will continue on to New York on a talent
scouting hunt.
* * *
East: Writer-producer Sy Bartlett headed
back to London after a week of huddles with
Darryl F. Zanuok, 20th-Fox studio head, on
the final editing of "That Lady," a Cinema-
Scope enti-y starring Olivia de Havilland.
which Bartlett made abroad for 20th-Fox release.
* * «
West: Dr. Herbert T. Kalmus, president of
Technicolor, returned from an extended stay
in the east.
* * •
West: Walter Lantz, cartoon producer who
this year is celebrating the 25th year of his
association with U-I, returned from an extended
stay abroad, during which he secured
background and atmosphere material for use
in his pen-and-ink output.
« * *
West: Joseph H. Moskowitz, 20th-Fox vicepresident
and eastern studio representative,
checked in from Gotham for conferences with
executives on the Westwood lot.
* * *
East: Frank and Maury King of King Bros.
Pi-oductions. planed out—Frank for a week
of huddles with RKO Radio sales executives
in New York. Maury en route to Lisbon,
Portugal, to scout locations and make preliminary
arrangements for a forthcoming
film venture which will be lensed there.
Ike Asks Celebrities
To Entertain Troops
HOLLYWOOD — President Eisenhower
asked Hollywood celebrities to go all-out in
entertaining armed forces stationed overseas
this Christmas. In a letter to George Murphy,
president of the Hollywood Coordinating Committee,
the Pi'esident urged filmites to "give
again the gift which only they can take to
the armed forces abroad," and emphasized
that star tours have made an important contribution
to the morale of the men and
women in uniform during the past three
years.
The HCC has issued a call for 88 entertainers
to go in five units to military bases
in Africa, Alaska, Europe, Korea and the
Northeast Air Command, the tours to be
handled in cooperation with USO-Camp
Shows.
Vision Conservation Unit
Gives VistaVision Award
HOLLYWOOD—Y. Frank Freeman, vicepresident
in charge of Paramount Studios, has
received a plaque in recognition of the development
of VistaVision from Dr. Lawrence
H. Foster, president of Vision Conservation
Institute. It reads:
"Its clarity of photography and screen presentation,
its freedom from distortion, its
adaptability to the motion picture .screens
in theatres throughout the world, and its
beneficial effects upon the visual processes of
audiences are outstanding contributions to
visual comfort and the enjoyment of fine
films produced by the motion picture industry."
VistaVision has also received the endorsement
of leaders of the California Optometric
Ass'n. of which Dr. Foster is former head.
He has also served as vice-president of the
American Optometric Ass'n.
N.Y. State Women's Clubs
To Honor Samuel Goldwyn
NEW YORK—The New York State Federation
of Women's Clubs has invited Samuel
Goldwyn to accept a citation for achievement
at the Helmuth fellowship dinner November
8 at the Hotel Roosevelt. The dinner is the
traditional opening event in the organization's
annual convention. The invitation was
signed by Mrs. Bruce M. Mills, president, and
mailed to Goldwyn in Los Angeles.
Frank Tashlin to Direct
HOLLYWOOD—Producer Hal Wallis Inked
Frank Tashlin to write and direct the next
Dean Martin-Jerry Lewis comedy, "Artists
and Models," w^hich will be lensed in Vista-
Vision for Paramount release. The opus is
based on "Rock-a-Bye Baby," a Broadway
play by Michael Davidson and Norman Lessing,
to which Wallis recently acquired film
rights.
'Terror' Deal Arranged
HOLLYWOOD—Columbia will distribute
"Terror in the Night." a semidocumentary
based on a factual kidnaping case, which Andrew
Stone will produce and direct independently.
Stone and his wife Virginia wrote
the script. A Friday i26) starting date has
been set.
42 BOXOFFICE November 6, 1954

. . Mark
. . Here
. . W.
.
Burton Jones in Suit;
Asks $60,000 Damage
LOS ANGELES—Charging conspiracy in
violation of antitrust decrees, a triple damage
suit was filed here Wednesday (3) in
federal district court by Burton Jones, operator
of the Capri Theatre in San Diego, listing
the Fox West Coast circuit, the Spreckels
Theatre in that city, and MGM, Universal.
Columbia, 20th Century-Fox. Warners and
Disney's Buena Vista Distributing Co. as defendants.
Jones seeks damages of $60,000 and asks
the right to amend this figure to a more accurate
appraisal before the suit comes to trial.
His attorneys also request the case be moved
to San Diego for trial by jury.
The complaint alleges that his Capri Theatre
has not been permitted to bid competitively
for first-run product in San Diego
and that the defendants have "for a number
of years" conspired to divide available firstrun
celluloid among certain large downtown
theatres in the community.
Jones took over the Capri, then the Egyptian,
from Fox West Coast In 1954.
Oriental at Portland
Shifts to Family Policy
PORTLAND—The Oriental,
second largest
downtown house here (2,035 seats) has
changed its policy. Russ Brown, Evergreen
district manager, reports the theatre, located
on the east side in a prosperous business district
across the Willamette river, will change
from a day-and-date house, or moveover, to
a second run or family policy.
This week (3) the theatre opened with
"River of No Return" and "Viva Zapata."
The house is the first downtown to charge
only 60 cents with children free if accompanied
by their parents for a CinemaScope picture.
A special 50-cent Saturday matinee price is
planned. Children pay 20 cents if not with
their parents.
The Roxy, a John Hamrick theatre, and
formerly the Newsreel, is also a second run
house. This theatre maintains the family
price scale and has a wide, but not Cinema-
Scope-sized, screen.
Plan New Alaskan House
KETCHIKAN. ALASKA—R. H. Race, Vivian
Bolton and L. K. Linforth entered
into a partnership recently to construct and
operate a theatre here. Present plans call
for a pre-Christmas opening of the house
which will be known as the Avenue Theatre.
Linforth will manage the operation.
Airer Gets Wide Screen
EUREKA. CALIF.—The screen of the Midway
Drive-In has been enlarged and curved
to prepare it for the showing of Cinema-
Scope, according to Earl H. Baughman. district
manager of Redwood Theatres. The
screen now measurts 110x72 feet.
Asks City Tax Relief
BATTLE GROUND. WASH.—H a r v e y
Johnson, the new owner of the Bee Gee
Theatre, asked the city council to relieve
him of his annual $300 yearly admission tax.
He said he would gladly pay any local tax
other local businessmen have to pay.
Simons Qrcuif Reynards Managers
Managers of the W. A. Simons Amusement Co. receive awards at Missoula. Front
row, seated: Mary Parisel, Guy Shelhamer and James Hale. Standing: Edward Sharp,
Joe Robertson, Bill Powers, George Lourbis (receiving checli), Mel Bretzlie, Ralph
Frame, Gale Ferguson, Emily Johnson, Ear! Stein. Herb Stuart, Sandra Stubban.
MISSOULA. MONT.—Prizes for the winners
of a contest for exploitation, maintenance
and general excellence in theatre
operation were distributed to managers of the
W. A. Simons Amusement Co. at a recent
meeting here.
Ralph Frame, manager of the Wilma and
Grand theatres, Wallace, Ida., received a
major award for his performance in budget
and curtailment of expenses. He turned in
the best profit results of any theatre in the
circuit.
Mei Bretzke, manager of the Park, Miles
City, Mont., received a maintenance award.
George Lourbis, assistant manager of the
Wilma and Rialto theatres, Missoula, was
given recognition for his outstanding lobby
LOS
ANGELES
.
•The Strand Theatre in Redondo Beach, a
longtime Pox West Coast operation, has
been taken over by John Paulis T.
Webb, who has shuttered his Balboa in the
beach resort for the winter, will reopen the
long-shuttered Melody in Port Hueneme . . .
Jerry Sheftel, IFE office manager, took off for
San Francisco on business.
Richard Hamilton has sold his Alvarado,
neighborhood showcase here, to J. Bland and
associates of Chicago . from San
Francisco was Max Burkett, Warner exploiteer
. Tanser is the new manager
of the Lake Theatre, owned by his father-inlaw.
Newt "Red" Jacobs.
Theo Johnson resigned as a secretary at
the Warner exchange . . . Lester Blumberg
. .
of Principal Theatres left for Honolulu to
inspect theatre properties there . . . Fred
Stein, new vice-president of Sherrill Corwin's
Metropolitan circuit, headed for New York . .
Francis A. Bateman. Republic western division
sales chief, and wife are celebrating their
31st wedding anniversary . Ben Bronstein,
operator of the Sun-Air Drive-In in Palm
Springs, has taken back his Kinema Theatre
here from the Eastland circuit, which operated
the house on lease from Bronstein for
many years.
Bob Benton of Sero Amusement Enterprises
took off for Salt Lake City on business . . .
Paul Dietrich of the Dietrich-Feldstein chain
left for New York in connection with the
-^^
campaign on "Ring of Fear" and for his
street ballyhoos on "Knights of the Round
Table" and "Rose Marie." Lourbis started
four years ago at the Wilma as cleanup boy
and has been advanced as a result of his
unusual ability to the post of assistant manager.
He is 16 years old.
The drive ran nine weeks. Prizes totaled
$500. Special guest at the prize-award
luncheon was Bill Powers, owner-operator of
the State Drive-In here. He formerly was
city manager for Fox Intermountain Theatres.
Joe Robertson, who recently joined the
organization as manager of the Rena and
Liberty theatres in Kellogg, Ida., was welcomed.
Crippled Children's League, of which he is
president . . . B. W. Ardell, manager for the
B. F. Shearer Co. here, was in Chicago to
attend the equipment dealers convention.
The forthcoming marriage of their daughter
Joan to Lt. Norman David Saunders
has been announced by Mr. and Mrs. O. N.
"Bill" Srere. The wedding will take place Saturday
113) at the Srere home, with Rabbi
Edgar F. Magnin officiating, following which
the young couple will make their home at Fort
Monmouth, N. J., where the groom-to-be is
stationed. Srere is a partner of Gus Metzger
in the Metzger-Srere circuit here.
. . .
Pacific Drive-ins has broken ground lor an
1,800-car ozoner, as yet unnamed, to be constructed
in the booming North Hollywood
area George A. Smith, Paramount's
western division sales chief, returned from
a business junket to Salt Lake City.
I'-fIN
Fot 35 Yeats the Laailers
l327St.Wikith
Chlcaec S, llllnoli
630 Ninth Aia.
,
Niw Voik, N,Y.
SERVICE AND QUALITY
With Showmen Everywhere!
BOXOFFICE November 6, 1954 43

—
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—
——
——
—
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—
. . . Those
. . Filmrow
'Christmas'
Comes
With 275 Rating
LOS ANGELES—First run trade ranged
from extremely gcxjd to terrible—attributable,
as concerns the latter category, to an overabundance
of holdover attractions. Most
sparkling business was the 275 per cent garnered
by "White Christmas" in its opening
stanza, whOe "A Star Is Born" continued
phenomenally strong with a 250 per cent
rating in its fifth week.
(Average Is 100)
Chinese A Woman's World (20th-Fox), 4th wk._. . 85
Downtown Paramount, Warners Beverly White
Christmas (Para) 275
Egyptian, State Athena (MGM) 100
Fine Arts The Vanishing Prairie (Buena Vista),
nth wk 50
Four Star, Orpheum, Vogue Bengal Brigade (U-l);
Ricochet Romance (U-l) 90
Fox Wilshire Adventures of Hajji Baba (20th-Fox),
4th wk 40
Hillstreet, Fox, Uptown Sitting Bull (UA),
2nd wk 90
Hollywood Paramount Sabrina (Para), 6th wk. ..100
Pontages—A Star Is Born (WB), 5th wk 250
Warners Downtown, Wiltern, Fox Hollywood
Passion (RKO); Africa Adventure (RKO) 100
Warners Hollywood This Is Cinerama (Cinerama),
79th wk 90
'Christmas'
Continues
In Denver Lead
DENVER—"White Christmas" continued to
lead the town at the Denham, where, of
course, it held a third week. "Black Widow"
was strong at the Centre and held, and
"Barefoot Contessa" became one of the few
to hold at the Paramount after a fine week.
Centre Block Widow (20th-Fox) 200
Denham White Christmas (Para), 2nd wk 300
Denver A Star Is Born ( WB), 3rd wk 110
Orpheum Brigodoon (MGM); House of Blackmail
(SR), 2nd wk 90
Paramount Barefoot Contessa (UA) 160
Vogue Times Gone By (IFE) 60
Over-All Grosses Down
In San Francisco
SAN FRANCISCO—First run San Francisco
houses reported one of the lowest overall
grosses seen for a long time. Both the
holdovers of "A Woman's World" and "A
Star Is Born" continued just about average
while "The Black Knight" was the only newscomer
to better the average mark.
Fox—A Woman's World (20th-Fox), 3rd wk 110
Golden Gate The Bob Mathios Story (AA); Return
From the Sea (AA) 75
Loew's Worfield Brigodoon (MGM), 3rd wk 80
Paramount The Block Knight (Col); Thunder Poss
(LP) 135
YOU CAN RELY ON
nUTIDfl PICTURE SERU CE Ci.
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WESTERN WASHINGTON THEATRE
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Phones Evergreen 1-7100 — 1-1606
to Los Angeles
in Firsf Week
A Star Is Born (WB), 4th wk 100
St. Francis
United Artists Sitting Bull (UA); Challenge the
Wild (UA) 90
Trairie' With 150
Highest at Seattle
SEATTLE) — "The Vanishing Prairie" at the
Music Box wound up its second week with a
strong 150, topping all other first runs. Close
behind and running almost neck and neck
were "The Barefoot Contessa," paired with
"About Mrs. Leslie," with 135 at the end of
the first week at the Fifth Avenue, and "A
Star Is Born." which chalked up a 130 in
its fourth week at the Paramount.
Blue Mouse The Block Shield of Falworth (U-l),
2nd wk 95
Coliseum Three Hours to Kill (Col), Human Desire
(Col) 100
Fifth Avenue The Borefoot Contessa (UA); About
Mrs. Leslie (Para) 135
Music Box The Vanishing Prairie (Bueno
Vista), 2nd wk 1 50
Music Hall King Richard ond the Crusoders (WB) 90
Orpheum Naked Alibi (U-l) 95
Paramount A Star Is Born (WB), 4th wk 130
'Contessa' First at
Portland
With 200 Per Cent
PORTLAND—"The Barefoot Contessa" at
the Orpheum was the leader with 200 per cent.
Paramount Rear Window (Pare), 3rd wk 115
Oriental Dr. Jekyll and Mr. Hyde (reissue) 75
Orpheum A Star Is Born (WB), 4th wk 50
Fox—A Woman's World (20th-Fox), 3rd wk 110
Liberty The Barefoot Contessa (UA) 200
Guild The Vanishing Prairie (BV), 5th wk 130
SAN FRANCISCO
Tack Gunsky, manager of
the Fox and State
theatres in Watsonville for the past four
years, has been promoted to manager of the
California in Salinas. Max Knauss takes over
the Fox Theatre management while Pete
Cicisly, who has been assistant manager in
Watsonville. becomes manager of the State.
Fox West Coast also reports the appointment
of George Breece as manager of the California
Theatre in Stockton, replacing L. C.
Tavolara who was promoted to district manager.
Hal Honore, manager of the SeaVue Theatre
at Pacific Manor, settled the problem of
youthful disorders by contacting some 18
youths and telling them that if the vandalism
continued he would have to cut out the
junior prices, or even bar youngsters from
the movies altogether. He asked for volunteer
junior police officers to curtail future outbreaks.
All volunteers received guest passes
good until January 1, and their duty is to
in the theatre and watch for anybody cre-
sit
ating a disturbance. The plan works and the
SeaVue is now the quietest it has been in a
long time.
. . . Cinemascope
. .
The Patio Theatre in Half Moon Bay has
installed Cinemascope ... It is now wide
screen for the State Theatre, according to
Manager Ralph St. Onge
has taken over the Se Rancho Drive-In, according
Mark
to Manager C. E. Spoor
Ailing, manager of the Golden Gate, reports
the appointment of Joseph De Victoria as
publicist.
Visitors to Filmrow included Emil Palermo,
Star Theatre, Stockton; Al Laurice, Cardinal
Theatre, Palo Alto; Guy Meeks, Crescent
Marvin Goldfarb Named
Buena Vista Supervisor
DENVER — Marvin Goldfarb, recently
named district supervisor for Buena Vista,
entered the film distribution business in 1943
when he was made
salesman for RKO,
with New Mexico as
his territory. He quit
in 1946 to enter the
parking business, but
returned to RKO in
1948 as salesman, covering
the central, or
Colorado area.
In 1950 he was made
manager at the Denver
branch, and has
continued in that ca-
Marvin Goldfarb pacity until his resignation
to join Buena Vista.
Goldfarb has set up his headquarters at
737, 21st St.. and will have under his supervision
the territories of Denver. Salt Lake
City, Des Moines, Omaha and Kansas City.
He expects to add sales personnel in each
of the exchange areas in the near future.
Goldfarb and his wife Evelyn have two
children, Terry Ellen and Thomas Arthur.
Oregonians Improve Theatre
LAKEVTEW, ORE.—Bob and Jerry Alger,
operators of the Marius Theatre, have
equipped the house with a wide screen.
During the year 1953 a total of 324 feature
films were released in Sweden.
Drive-In, Vallejo; William Blair, Blair Theatre,
Cloverdale and the Ritz Theatre, Calistoga;
Marvin Martinex, Sky view Drive-In
Theatres, Sacramento and Salinas; Alan Finlay,
new owner of the Boyes Theatre, Boyes
Springs; Tony Gambogi. Analy Theatre,
Sebastapol; Bill Wagner, Antioch; Bob Reese,
Lakeport Theatre, Lakeport; Charlie Holtz,
the Sequoia, Sacramento; Charles M. Hall,
Alum Rock Drive-In, San Jose; Merritt Espy,
Starlight Drive-In, Redding, and Sal and
Johnny Enea, Airport Automovies, Oakland.
. Millie WUliamson,
.
Art Neumer was in from New York and
Bausch & Lomb headquarters . . . Heaton
Randall, National Theatre Supply, is planning
a vacation to the east . . . Rose Rivas,
Allied Artists, is engaged . .
inspector, is on sick leave . . . Martha
AA
Symons, inspector at Warner Bros., retired
and was given a farewell party and a parting
gift by her co-workers bookers
are getting up a petition to "invite" Dave
Bolton, circuit owner, to change his brand of
Rex Allen, Republic film star
cigars . . .
who was in town for the Grand National
show, paid a visit to the local office.
Local industry men who attended the
Charles Skouras funeral in Los Angeles included
Mike Naify, Marshall Naify, Pat Patterson.
Arnold Childhouse, Ned Tophan, Herman
Wobber. George Milner and Jim Runte
who attended the TOA convention
in Chicago included Charlie Maestri and Doc
Henning, Lippert Theatres; Rotus Harvey,
Gerald Hardy, Westland circuit; Roy Cooper,
Roy Cooper Theatres, and L. S. Hamm, president
of Northern California Theatre Ass'n.
Cooper is TOA regional vice-president and
Hamm is a TOA director.
44
BOXOFFICE November 6, 1954

. . . Joe
. . George
. . . Clarence
. . . Seventy
. . Ginger
. . Jim
. . Tom
. . The
. . Pete
Thinks Films, TV Make
Grime Pay Off Too Well
From Eastern Edition
PHILADELPHIA—Motion pictures and television
are guilty of glorifying the gangster,
Richard C. C»endenen. staff director of the
U. S. Senate subcommittee to investigate
juvenile delinquency, asserted here before
the 84th annual Congress of Correction meeting
at the Bellevue-Stratford Hotel.
"Too frequently we see the gangster in
movies or television riding in a long, sleek
car," he said. "He goes up to his palatial
apartment in his private elevator. And there
he is met by a gorgeous blonde. With a drink
in his hand, he has soft background music
and the tinkling of ice.
"At the end of the program there is supposed
to be some kind of message that crime
does not pay. But it paid off too well during
the first 45 minutes of the program. Somehow,
it sort of petered out in the last two or three
moments of the picture."
PORTLAND
lyjartin M. Foster, Guild manager, reports
"The Vanishing Prairie" was held for a
sixth week. "Malta Story" with Alex Guinness
follows. Foster was in Seattle over the
weekend to attend the University of Washington-University
of Oregon game . . . ZoUie
Volchok. Northwest Releasing Corp., was ill
with the flu.
Mrs. Lena McKevitt, Newport, Ocean Lake
and Taft, Ore., exhibitor, was recuperating
following an operation . Jackson,
RKO salesman, has returned after an eastern
Oregon sales trip.
Exploiteers in town included Walter Hoffman,
Paramount, working on "White Christmas"
promotions and Allan Weider, MGM,
busy on "Beau Brummell" and "Her 12 Men"
Shea, press representative for Helen
Hayes' "What Every Woman Knows," which
is due here at the Auditorium November 23
through 25, reports a 1:30 p.m. matinee
Thanksgiving Day is one of the first such
early matinees to be staged by a touring company.
The early curtain permits the players
as well as the audience to have an earlier
Thanksgiving dinner.
^_i, ,
THE ARIHRmS AND RHEUMATISM FOUNDATIOK
This Space Contributed By
BOXOFFICE
DENVER
n Hied Rocky Mountain Independent Theatres
will hold its fall directors meeting
at the Denver headquarters November 9. ReporU
will be heard from delegates who attended
the Milwaukee convention of Allied.
All independent theatre owners. Allied members
or not, are urged to attend the meeting.
.
. . With
The old Broadway, built in 1890 as a legitimate
theatre and converted to films in the
'30s, and at different times operated by Harry
Huffman, Fox Intermountain Theatres, and
lately by Wolfberg Theatres, has been closed
and Ls being dismantled to make way for an
addition to the Cosmopolitan Hotel, owner of
the property BaUey, independent
film distributor, went to Salt Lake .
the reactivating of Variety Tent 37, the publication
of On the Midway will be resumed
with Helene Love again as editor.
The W'adsworth, owned by Lem Lee, is
thought to be one of the first drive-ins in
the country to set up a free children'"; matinee
on Saturday. Boasting an auditorium
that seats 502, the Wadsworth is nicely set
up for such a promotion. The glass front
of the auditorium will be covered with a
screen and a portable 35mm projector will
be used. With one performance set up to
start with, another will be added if the demand
is great enough. There will be a western
film and several cartoons. Admission will
be free and tickets will be distributed through
various merchants in the neighborhood, at no
cost to them. Of course the snack bar will be
in full operation.
Oscar Galanter, office manager at Universal,
was on vacation . local United
Artists exchange, with a personnel of nine,
is hanging up a fine record. Up to now they
have passed the billings made all of last
year, and the past three years have been on
the upgrade every year. M. R. Austin is the
manager . Rogers and her husband
Jacques Bergerac will be here for the opening
of "Twist of Fate" at the Aladdin.
. . . Elden
Kelso Lee, 64, father of Lem Lee, owner of
several Colorado drive-in theatres, died in a
Denver hospital last week. He is survived by
his wife Tera and four children
Menagh has remodeled his
Star at Fort Lupton
and after adding CinemaScope and other
improvements has reopened it under the
name of the Big Top.
Donald Cook, assistant booker at Paramount,
and Bernice Ashton will be married
Olson, former manager here
for UA, Paramount and Allied Artists, is now
account executive for radio station KIMN
people took advantage of the
offer made by Fox Intermountain Theatres
one day in the local dailies. In small print
at the top of its listing ad, the circuit offered
to admit one and a guest free if the person
would say to the cashier, "Fox theatres are
the place to go."
. . . Evelyn Benson,
Jerry Pickman, Paramount Pictures vicepresident
in charge of advertising, was in
for the opening of "White Chiistmas" at the
Denham . Ricketts, Paramount manager,
made several trips into the territory
on a Vista Vision survey
bookkeeper at the Denver Inspection and
Shipping Bureau, is back at work after a
short leave of absence . Bayes. Paramount
exploitation man, went to Salt Lake
City on business.
SCTOA Asks Probe
Of Distributors
LOS ANGELES—Carrying on its attack
against what it terms a producer-distributor
"monopoly" assertedly brought about by the
government's consent decree, the Southern
California Theatre Owners Ass'n has dispatched
to Sen. Andrew F. Schoeppel, chairman
of the subcommittee on monopoly of the
Senate's select committee on small business,
another communique again charging that exhibitors
are now operating on a "day-to-day"
basis because of "national control of sales
policies by distributors."
The communique, signed by Albert Hanson,
chairman of the SCTOA's trade relations
committee, and the contents of which were
unanimously approved by the organization's
board of directors, urges the Department of
Justice to investigate the situation and sets
forth three possible solutions to the problem:
1. Arbitration within the industry, including
film rentals.
2. Action by Congress to place the industry
under a federal commission.
3. Direct appeal to the public through motion
picture theatre screens.
The missive to Senator Schoeppel stressed
that the third method would be used only
with "great reluctance."
To copies of the letter to Senator Schoeppel,
being sent to exhibitors and exhibitor organizations,
were attached copies of a letter from
Stanley N. Barnes, assistant attorney-general
in charge of the Department of Justice's antitrust
division, also addi-essed to Senator
Schoeppel, and commenting on the SCTOA's
complaints, exhaustively analyzing the consent
decree.
New Airer in New Mexico
PORTALES, N. M.— All State Theatres of
Abilene, Tex., has started construction of a
de luxe 500-car drive-in a mile east of here
on the Clovis highway. The new drive-in will
be equipped with one of the largest screens in
New Mexico, according to Tom Griffing, an
official of the company.
New Film for Jack Webb
HOLL'rWOOD— As his second starring
theatrical film for Warner release, Jack Webb
will begin lensing early next spring on "Pete
Kelly's Blues," in which he will star as a
cornet-playing bandleader in 1927. Webb will
produce and direct from a script being written
by Richard L. Breen.
Frisco 'TNT' Film Ready
SAN PRANCISCO—Motion Picture Service
Co., headed by Gerald Karski, has completed
a full-length inspirational film in color featuring
Harold Sherman, author of "TNT, the
Power Within You." The world premiere of
the film will take place at the Aladdin Theatre
in Denver November 9. The film features
an hour-long lecture.
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BOXOFFICE November 6, 1954 45

—
. . Salesman
. . ZoUie
. . "Private
. . Evidence
Toll TV Condemned
At SCTOA Meeting
LOS ANGELES—Officially endorsing action
taken at a recent Chicago joint meeting
of exhibitor groups, the Southern California
Theatre Owners Ass'n passed a resolution
condemning pay-as-you-see television as
"against the public interest" and informing
that the organization will participate in the
dissemination of statistics on the question
in an effort to determine whether toll TV
"would be for the best interests of the United
States and the people thereof."
At the Chicago session late last month,
James Arthur of the SCTOA was named
secretary of an investigating committee which
also comprises members of Theatre Owners
of America, Allied States and the Metropolitan
Motion Picture Theatres Ass'n of New
York. It was indicated at that time that the
joint committee would take its case against
toll television to the Federal Communications
Commission. Congress, the President and
business interests.
The SCTOA resoultion charged that such
a video system would give to a "favored few"
a "monopoly" of the film exhibition business
and "absolute control" of such communication
media as newspapers, radio and television,
would "take from the people a service
of entertainment and information that in
this country has since its inception remained
free to all," and would approach "dangerously
close" to the ideologies now existing in
totalitarian countries.
The public, said the SCTOA, should retain
both an industry giving free entertainment
and communication of ideas and information
—to wit, radio and TV—and an industry
serving upon a basis of admission price "for
what the public desires to pay to see"
namely, the motion picture theatre industry
as it now exists.
Copies of the resolution are being forwarded
to the FCC, the President and members
of Congress.
Buys San Francisco House
SAN FRANCISCO—John Parsons, Telenews
Theatre manager, and Robert Ki'oenberg,
president of Manhattan Films International,
purchased the Four- Star Theatre
here from D. B. Levin. The sale amount was
not disclosed. The new owners said they will
completely remodel the neighborhood house
and will install CinemaSoope, a new front,
foyer and candy bar. For the present, the
subsequent run policy will continue. Tom
Quinn has been appointed manager.
Dog Is Special Guest
HELENA—Charlie, the pet prairie dog of
the Montana Fish and Game Commission,
was a special guest of Manager Sid Page
during the final day's showing of "The Vanishing
Prairie" at the Marlow Theatre.
Charlie was on display in the theatre lobby
throughout the evening.
WE CAN SELL YOUR THEATRE
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AIDING ROGERS DRIVE—The fundraising
drive for the Saranac Lake, N. Y.,
Will Rogers Memorial Hospital is planned
by Will J. Conner, executive vice-president,
Hamrick Theatres (left), and Vete
Stewart, Seattle manager for Warner
Bros. They are co-chairmen of the drive
in Washington, Alaska and Idaho. Both
are famous for their humanitarian work.
SEATTLE
'Phe program is being completed for the annual
meeting of the Theatre Owners of
Washington, Northern Idaho and Alaska November
16 at the New Washington Hotel. A
luncheon meeting for exhibitors will be followed
by an afternoon business session . .
.
Selom Burns and Jack Barber of the local
Modern Theatre supply office and John D.
Peterson of the Portland office flew to Chicago
where they attended the trade meetings.
.
. . .
Mr. and Mrs. Arthur Greenfield, manager
at Universal, returned from a vacation trip
to New York . Volchok, Northwest
Releasing Corp., was ill with the flu in Portland
Al Larpenteur was back
from a .swing through eastern Oregon
Peter Barnes is putting in Cinemascope in
his three theatres at Okanogan, Chelan and
Spracher's Tokay Theatre at
Oroville . . .
Raymond was reopened Saturday (6) after
being equipped with stereophonic sound and
Cinemascope.
Prizes for outstanding costumes were
awarded to youngsters at Halloween parties
held at Sterling theatres Saturday. Joe Palooka
and color cartoons were featured at
the Magnolia, Admiral, Granada, Northgate,
Uptown, Beacon and Crest.
Mati and Hari, TV stars and satirists, were
at the Palomar Theatre for a one-night performance
Monday . Hell 36"
opened at the Orpheum Thursday (4) ...
Filmrow visitors included Mr. and Mrs. Howard
McBride, who operate tiie Grenada, Spokane,
with Joe Rosenfield: E. W. Johnson
of Garland and West End Drive-In, Spokane;
A. J. Sisk, with the Olympic. Arlington;
Howard Taylor, Sequim; Glen Nolta, in
from Lynwood, Port Blakely and Al Fernandez,
Clallam Bay. who reports he is putting
in Cinemascope.
New Manager in Utah
HELPER, UTAH—The operation and management
of the local Bonnie Theatre, a 640-
seat house, has been taken over by Mario
Machine.
SALT LAKE CITY
/^perators of the Tower Theatre, an art
. . .
house, have taken over operation of the
World Playhouse, another art house in Salt
Lake's suburban Sugar House. Irving GJUi:ian.
who has been managing the Playhouse,
will continue as publicity representative. Phil
A. Speckart is manager of both houses
A new green paint job is making Salt Lake's
Filmrow look like a different place. The
new hue brightens up the whole street.
. .
. . .
Pete Bayes, tub-thumper for Paramount,
and Frank Jenkins, ditto for MGM, were in
Salt Lake this week . Charlie lacona, controller
at Intermountain, was sporting a
black eye this week after being thrown from
his horse Variety Tent 38 of Salt La'Ke
City was nominating new officers this week.
The list isn't expected to be completed until
sometime next week . of Hollywood's
"big" product will be spread on Salt
Lake's first run screens on the same day this
coming week. "White Christmas" will open
at the Uptown, "Brigadoon" at the Centre
and "Sabrina" at the Capitol, all on the same
day.
Charles Walker is back in tlie film business
after being laid up for many months
due to illness. The former manager for 20th-
Fox has established his own buying and
booking set up. He never looked better than
the other night at the Variety tent meeting.
It's the old Charlie, full of fire and fight
again.
Julie Adams will star with Anne Baxter
and Rock Hudson in Universal's "Tacey
Cromwell."
"...within
man's
povy^er »»
Monumental achievements have
marked each era of mankind.
Within reach of future generations
is
the conquest of tuberculosis.
It is within man's power to eradicate
tuberculosis— when you buy Christmas
Seals to support your tuberculosis
association you help to make this
possible.
This year use Christmas Seals
generously—and send your contribution
today, please.
buy Christmas Seals
This space
contributed by
BOXOFFICE
46
BOXOFFICE November 6, 1954
i

—
—
—
— —
—
'Hajji Baba' Is Sturdy
195 in Loop Opening
CHICAGO—Five new entries, "Adventures
of Hajji Baba" at the Oriental, "Sensualita"
at the World Playhouse, "Shield for Murder"
and "Overland Pacific" at the Loop Theatre,
and "Mr. Hulot's Holiday" at the Surf scored
boxoffice successes. At the same time, holdovers
maintained higher than average grosses.
(Average Is 100)
Carnegie Viva Zopoto (20th-Fox); The Follen Idol
ISRO) 140
Chicago A Star Is Born (WB), 3rd wk 275
Eitel's Palace This Is Cinerama (Cineromo),
66th wk 240
Esquire Gone With the Wind (MGM) 200
Grand— Sitting Bull (UA), 3rd wk 200
Loop Shield tor Murder (UA); Overland Pacific
(UA) 205
McVickers Betrayed (MGM), 3rd wk 180
Monroe Southwest Passage (UA), 2nd wk 175
Oriental Adventures of Hojji Baba (20th-Fox) . . 1 95
Roosevelt King Richord and the Crusaders (WB);
The Shanghai Story (Rep), 2nd wk 180
State Lake The Egyptian (20th-Fox), 6th wk. . . . 1 75
Surf~Mr. Hulot's Holiday (GBD) 205
United Artists The Barefoot Contessa (UA),
2nd wk 225
Woods On the Waterfront (Col), 5th wk 220
World Playhouse Sensualita (IFE) 190
Ziegfeld Scotch on the Rocks (Mayer-Kingsley);
Folly to Be Wise (Fine Arts) I 70
'Star' Rates 175 But Trade
At Kansas City Is Weak
KANSAS CITY—Although reissues, return
engagements and holdovers were in all the
first run houses here this week except for
the four Fox Midwest houses, managers were
unanimous in rating business as poor for this
season of the year. "A Star Is Born" was
holding well at the Paramount and "Man
With a Million" at the Kimo, but patronage
at the other houses was disappointing. "On
the Waterfront" was held a third week at
the Midland.
A local strike may have caused some theatre
business slump. Then it is a well known
fact that patronage always suffers during an
election year at this season.
Glen Bank Dick (Reolort), Never Give a Sucker
an Even Break (Realart), reissues 100
Kimo Man With o Million (UA), 2nd wk 150
Midland On the Waterfront (Col), 2nd wk 95
Missouri Suddenly (UA); The Malta Story (UA),
2nd wk 80
Orpheum A Woman's World (20th-Fox), 3rd wk..110
Paromount A Star Is Born (WB), 2nd wk 175
Roxy Brigadoon (MGM), 2nd wk 90
Tower, Uptown, Fairway and Granada Bengal
Brigade (U-l), Trent's Lost Cose (Rep) 70
Vogue The Man Between (UA) (return engagement)
100
Fort Drive-In Assistant
In Jail on Theft Charge
LEAVENWORTH— William L. Simms, 26-
year-old projectionist and assistant manager
at the Fort Drive-In was arrested Wednesday
(201 and remanded to the county jail
without bail on charges of having embezzled
$1,150 during a period of several months.
His car was found packed for a trip, and
friends said he had been planning the winter
in Mexico as soon as the drive-in closed for
the season.
Part of Simm's duties consisted of taking
the money to the bank at night and getting
the deposit slips next day and mailing reports
to the Kansas City office.
The Fort is operated by Beverly Miller and
associates.
Installs Wide Screen
SHELBINA, MO.—Manager Dan Roads reports
the installation of a wide screen at the
Clark Theatre.
Lou Ansell Will Report
On TOA at MITO Rally
ST. LOUIS—The Missouri-Illinois Theatre
Owners convention here at the Hotel Chase
Monday and Tuesday i8, 9), following almost
immediately the TOA convention in Chicago,
will hear a report on the national meeting
from Lou Ansell at the Tuesday morning
session.
A promotion stunt that has stimulated
added interest in the occasion is a Miss
Filmrow contest with the gii-ls along the
Row, who are participating for the honor,
selling advance tickets for the final banquet.
Ticket holders for the Tuesday night affair
are entitled to vote for their choice.
The complete agenda for the two days, as
announced by co-general chairmen for the
meeting John Meinardi, Bill Williams and
Lou Ansell, is as follows:
Monday (8)
9:00 a.m. Registration in the Zodiac Lounge.
10:00 a.m. Meeting of officers and directors
and convention committee chairmen in the
Park Room.
12:15 p.m. Luncheon session in the Zodiac
Lounge hosted by Coca-Cola. Greetings will
be extended by Lester R. Kropp, MITO president,
and the welcome by Eddie Clark.
1:30 p.m. General session in the Starlight
Roof with Bill Williams, secretary, serving
as chairman.
The appointment of committees to serve
during the meeting will be made by Kropp.
The speakers will include Sgt. Hugh Nelson,
U. S. Air Force: Tom Bailey, MGM manager;
Alex Harrison, 20th-Fox division manager;
Herman M. Levy, TOA general counsel, and
Albert Pickus, also of TOA.
A general discussion will close the session,
to be followed by a guided tour of the trade-
.«how exhibits.
5:30 p.m. Cocktails in the Zodiac Lounge.
Tuesday (9)
9:30 a.m. General session, William E.
Waring jr. presiding in the Starlight Roof.
Reports of officers and committees and the
election of officers for 1954-55.
Lou Ansell will report on the Chicago TOA
meeting.
Other speakers will include George Kerasotes
of TOA and Mike Simons, MGM sales
promotion manager.
12:15 p.m. Luncheon in the Zodiac Lounge
with the invocation by Joseph Ansell.
1:30 p.m. The third and final general session
with Bill Powell and Paul Krueger as
co-chaii'men.
Speakers will include Kroger Babb, Hallmark
Productions: Alfred Starr. TOA, and
Herman M. Levy.
Following this session there is to be another
guided tour of tradeshow exhibits.
6:00 p.m. Cocktails in the Zodiac Lounge
with Bill Earle, National Theatre Supply, as
host.
7:00 p.m. The final banquet with Tom Edwards,
past president of MITO, as toastmaster.
The election of Miss Filmrow will be held.
Also in attendance at the head table will
be Major Richard E. Dent jr., U. S. Air
Force, and various Hollywood personalities
including Robert Francis and May Wynn of
Columbia, Jeffrey Hunter, 20th-Fox, and,
through the courtesy of the Empress Playhouse,
owned by Joseph and Lou Ansell, will
be Marie Wilson and Melville Cooper.
Marline Carol, French actress, will make
her American debut in 20th-Fox's "Can-Can."
TO PICK MISS FILMROW—Paul Winchell and his friend Jerry Mahoney are
seen with the candidates for Miss Filmrow, to be elected at the MITO convention at
the Chase Hotel in St. Louis Monday and Tuesday (8, 9). Candidates representing
the various local exchanges are, left to right, seated: Carol Ann Ryan, MGM; Aleta
Ramsey, RKO; Sandra Craven, U-I; Eileen O'Connell, Realart, and Grace Engelhard,
Republic. Standing: Rose Hearle, Columbia; Gladys Katz, Warner Bros.; Mary Joan
Placke, 20th-Fox; Ruth Shurnas, Paramount; Margaret Collins, Allied Artists, and
Jane Finley, United Artists.
BOXOFFICE November 6, 1954
47

. . Stanford
. . Paul
. . John
.
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CHICAGO
n Theatre Owners of America innovation
drawing favorable comment this year was
of TOA booths with young
the "manning"
women from local theatre circuits . . . Lloyd
Honey, here from Washington state for discussions
with Messrs. Gregory and Panagos
of Alliance Amusement Co., dropped in at
some of the convention sessions . . Bob
.
Boehmer as art director, and Joan McKinlay
as a correspondent, are newest members of
the Filmack Ti-ailer Co.
Danny Kaye, here to handle the list of stars
attending the TOA convention, attended the
opening of "White Christmas" at the State
Lake Theatre. Also here for the opening was
. . .
. .
Vera-Ellen, who obliged patrons by
Romona
autographing
photos in the lobby
Hamilton resigned at Paramount here to join
Buena Vista Distributing Co., managed by
Harry Dudelson Much comment was
made about
.
what looked like a new screen
at the Clark Theatre. Manager Bruce Trinz
said, however, that it's the same screen,
polished up by Estelle Joy Screen Service.
Arch Herzog and his wife,
here from California,
visited TOA convention quarters.
Herzog was formerly with Balaban & Katz . .
Sarra, Inc., has appointed Robert L. Foster
to its sales and film planning staff . . Mrs.
.
Jean Sarros, an Alliance Amusement Co. employe
for more than 15 years, became the
mother of a daughter named Mary Ann .
Warner Bros, has cut "A Star Is Born" 27
minutes, but the cut does not affect the current
Chicago Theatre run.
The association of Ruth Ratny, formei
Chicago advertising copywriter and Washington
Times-Herald columnist, with Kling Film
Products here has been announced by Fred
A. Niles. vice-president . Montague
and his wife celebrated a wedding anniversary
November 1. Polks talking about the
event said it was their 25th . Raptus,
co-manager at the Chicago Theatre, revealed
another talent. He has his own orchestra, the
Raptus band, which played at the TOA President's
banquet .
Kohlberg reopened
the Park Avenue Theatre at Park
Ridge. The theatre had been closed for 18
years.
He is soundly grounded in your prob-
Mrs. Elizabeth Day Wagner, who for a second
year did much to make the Ladies
Hospitality lounge at the convention a big
succe-ss, said she felt much of it was due
to recognition the men gave the rest spa.
This year the men stopping for coffee and
resting weary feet almost outnumbered the
women. Another factor in the success was
this year's prizes were more than tripled.
Mc
RAILERS
JACK HYNES
Our St. Louis district representative. He
has many years experience in our industry.
A good man to represent your service
to local merchants.
. . . ems and represents more than
175 different local dealer classifications
to sell in your community, large
or small. Look to Cauger for merchantexhibitor
satisfaction.
Pete Panagos of Alliance Amusement Co.
reported the circuit's outdoor theatre operations
stopped Sunday for the winter season.
Meanwhile, Richard Sewai-d, who had managed
the drive-in at Peru, Ind., was made
manager of the Mars at Marseilles, 111., and
Blaine Tritt was moved to the Roxy at Frankfurt,
Ind.
The Harlem Drive-In is installing a 50x125-
foot screen. The airer wiU remain open until
snowstorms come . . . Irving Mack reports
Filmack Ti-ailer Co. has produced a "Talking
Merchant Greeting Header" for holiday ads
Phil Fisher, head of the Hollywood Amusement
Co., reports his 76 drink is now being
bottled in more than 125 Coca-Cola plants
throughout the country.
Phone CLifton 9390
mmMOTION PICTURE A DVERTISING for THEATRES )
mil WINNER ROAD INDEPENDENCE, MO.
PHONE, WIRE, WRITE TODAY FOR COMPLETE FACTS
. . .
The announcement of Tom Dowd's resignation
as manager of the Ziegfeld Theatre
was in error. He will indefinitely continue
in this capacity The Calo Theatre was
reopened last week following a two-year
closing. The Calo had been a popular neighborhood
house for 40 years.
Wide Screen to Sparta Airer
SPARTA, ILL.—A wide screen has been
installed at the Sparta along with anamorphic
lenses. J. D. Slayden is the manager.
48
BOXOFFICE November 6, 1954

. . Leon
.
. . The
ST.
LOUIS
naul McCarty and Bill Guinan of McCarty
Theatre Supply have been suffering with
colds . . . The Toys for Tots matinee, sponsored
by the Better Films Council in cooperation
with the management of various local
theatres, is to be staged Saturday (6) at
Bremen, Cinderella, Columbia, Crest, Gem,
Granada, Hi-Pointe, Maplewood. Manchester,
Michigan, Osage, Ozark, Rio, Ritz, Savoy.
Shady Oak, Shaw. Tower and Wellston theatres.
Admission for a child will be by presenting
a new or usable toy to be given to
underprivileged children at Christmas. Last
year 53,000 toys were collected and distributed.
Harry C. Arthur. Fanchon & Marco general
manager, has gone to New York City . . ,
Paul Musser of Casey, 111., who was hospitalized
at Chicago for three weeks, returned
home . . . Hall Walsh, Warner Bros, district
manager, was in Omaha and Kansas City . .
Exhibitors seen along Filmrow included Dale
C. Turvey, Pawnee; Forrest Pirtle, Jerseyville:
Paul Stehman, Winchester; Bill Wandell.
Lebanon, and Caesar- Berutt, RoUa.
Bill Earle jr.. National Theatre Supply, was
in Cairo . Koch, manager of the
Grand Theatre. Du Quoin, and Charles
Dickens, projectionist, were each presented
with a silver tray in recognition of their 25
years of service with Fox Midwest, which
IS also celebrating its silver anniversary , , .
Loew's State is scaled at $5.25 and $4.25 for
the special one night television closed circuit
presentation of the Metropolitan Opera
opening night from New York Monday (8).
The show is sponsored by the St. Louis Grand
Opera Guild.
Some 100 persons who have seen "This Is
Cinerama" at the Ambassador Theatre at
least twice were the guests of Ray Conner,
managing director, Friday (5) . . . About
1.400 persons attended the Jerusalem anniversary
festival at the Jefferson Hotel here
under the sponsorship of the State of Israel
Bond Drives local committee which was
addressed by Edward G. Robinson . . . Paul
Krueger. co-general manager of the Fred
Wehrenberg circuit, returned home after
visiting St. Anthony's Hospital for a periodic
checkup.
Film Executives Notice
Resolution on Sex in Ads
LARNED, KAS.—The Western Kansas
Theatre Owners Ass'n reports a resolution
against sexed-up motion picture advertising
passed at a recent meeting here received considerable
recognition. (The resolution deplored
the use of sex in advertising pictures
where it was not a part of the picture and
suggested each member write the film company
and National Screen Service each time
he got
something objectionable).
Letters were written to the presidents of
film companies calling attention to the resolution.
WKTO reports "very nice replies"
from Morey Goldstein of Allied Artists, Al
Lichtman of 20th-Fox, A. W. Schwalberg of
Paramount. C. J. Peldman of Universal,
Charles M. Reagan of MGM, and Paul Lazarus
answering for A. Montague of Columbia.
MPAA saw mention of the resolution in
BOXOFFICE and wrote asking for its text
so it could be taken up with the film companies.
sfawd"
I BEACH FLA.
PROUD FISHERMAN — James .lovan,
owner of the Monroe Theatre in Chicago,
displays a sailfish he caught while on a
trip off Miami. His son Edward also returned
with a trophy. The fish have been
mounted and are on display in the lobby
of the Monroe.
Mildred Harris Qualifies
As Filmrow Gun Moll
KANSAS CITY—Mildred Harris. Commonwealth
booker, is the proud possessor of a
new automatic 12-gauge Remington shotgun
for which she paid 50 cents—and thereby
hangs a tale of luck.
Francis Moore. Commonwealth secretarytreasurer,
was selling chances on the gun to
raise funds for the Dad's Club of Boy Scout
Ttoop 76 at the J. C. Nichols school. Mildred
says she never has won anything before
but always takes a chance and so
bought the ticket on the gun and forgot
about it.
Consequently, when members of her family
relayed a message about Moore being on
his way out to her farm at Hickman Mills,
she started worrying about .something having
gone wrong at the office. Incidentally,
her husband had just bought her a new
double-barreled shotgun, as she had complained
it was the only gun she could load
easily in the dark. Living out as they do, it
seemed a good idea to be prepared for
prowlers.
But now husband Floyd has to take his
purchase back. Mildred is a good shot and
was pleased as well as surprised to win the
shotgun on her one ticket.
Fire at Murphysboro
MURPHYSBORO, ILL.—The Liberty, 425-
seater, owned by the Marlow Amusement
Corp. of Herrin, was heavily damaged by a
fire recently. A new screen, recently installed,
was among the equipment destroyed. Fire,
smoke and water caused the most damage.
Fire Chief Urba Hansen said that the fire
apparently started in the rear of the theatre
and may have been caused by a trash fire
when sparks from that blaze were carried
through the theatre's ventilating louvers into
a fan room.
CS Rates as Big Event
In Small-Town Lite
KANSAS CITY—Exhibitors in this area
continue to fan the public's interest in new
motion picture techniques by giving the local
press stories about the installation of new
equipment. Judging from the amount of
space given to these innovations by local
newspapers, the exhibitors are showing themselves
to be first class showmen in their
ballyhoo efforts. Cinemascope openings are
being built up into "events" in the town life.
At Kingman. Kas.. Commonwealth's Meade
Theatre held what the Kingman Leader-
Courier called a "formal opening for its new
wide screen Cinemascope," with the mayor
officially opening the ceremonies by cutting
the ribbon that had been stretched across
the front of the theatre. The newspaper
article emphasized that the theatre was making
no increase in admission prices, quoting
Manager Charley Shoemake.
Marty Landau's State Theatre at Mound
City. Mo., was given good publicity on its
opening with Cinemascope. Said the Mound
City News-Independent:
"After months of preparation for the event,
the State Theatre will give a premiere showing
of 'The Knights of the Round Table' in
Cinemascope and stereophonic sound pictures
next Sunday ... To bring Cinemascope to
Mound City it has been necessary to install
a new Miracle Mirror screen much wider than
the old screen advent of Cinema-
.
Scope is heralded as the biggest improvement
in motion pictures in 59 years, and the only
marked improvement in the field of motion
picture entertainment in the past 27 years,
The State
since sound was installed . . .
Theatre is to be congratulated on its policy
of always bringing the very best in entertainment
to Mound City, keeping our theatre in
step with the latest technological developments."
The Bethany (Mo.) Republican-Clipper
gives a nice story to the Noll Theatre, an
Earl Kerr operation managed by F, F. Chenoweth.
Said the local paper:
"Cinemascope, the new projection method
in motion pictures which gives spectators the
illusions of depth and distance without their
being required to wear adapted spectacles
has been pui-chased for the Noll Theatre.
"
'The characters in the background will
appear as sharp and clear as those in the
foreground,' says Chenoweth. 'Installation of
Cinemascope makes available for Noll patrons
such outstanding productions as "The
Robe." "The High and the Mighty," "Broken
Lance," "Garden of Evil," "Three Coins in
the Fountain," "Demetrius and the Gladiators,"
"The Egyptian," "Seven Brides for
Seven Brothers," "Rose Marie" and many
others.' "
All of which goes to show that the exhibitors
are making the most of creating new
interest in motion pictures in their respective
communities. Starting at the local level, they
wield an area influence that is felt in all
phases of the industry.
EVERYTHING FOR THE THEATRE
St.
Louis Theatre Supply Company
Arch Hosier
3310 Olive Street, St. Louis 3. Mo.
Telephones IE 3-7974. IE 3-7975
BOXOFFICE November 6, 1954 49

. Frank
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Mrs.
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man-bites-dog
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Dealers in BALLANTYNE
KAHSAS CITY
Tjurt Lancaster, who plays the title role in
"The Kentuckian" which is being relea.sed
by United Artists, was in town over
the past weekend to pose for Thomas Hart
Benton, widely known Kansas City artist.
Benton is painting some of the pictures to
be used for advertising and publicity in exploiting
the picture, and had been on location
in Kentucky making preliminary sketches.
Lancaster was accompanied by Bob Schiffer.
"wig-adjuster." and by Grady Johnson,
publicist. They did not visit Filmrow.
. . .
E. C. Rhoden returned Monday (li from
Los Angeles, where he attended the funeral
of Charles P. Skouras, but went back Thursday
14) for the meeting of the board
Jack
of
directors for National Theatres
Frost, salesman at United Artists, has resigned
to go with Buena Vista, which distributes
Walt Disney films. After November
15 he will be working out of Omaha, Des
Moines and Kansas City. Exhibitors Film
Delivery represents Buena Vista in this area
Delaplane, who has been living in
OUR 55th anniversary
Serving Exhibitors... from Slides to Movies
Distributor for:
• Strong Electric Corp., Page 5
• Projection Optics Co., Page 29
• Kollmorgen Optical Corp., Page 21
• Call Products Co., Page 45
• La Vezzi Machine Works, Page 17-A
• Bausch & Lomb Optical Co.,
Page 37
Advertised in Ihe Modern Tiieatre Section in this issue
• Drive-In Theatre Mfg. Co., 45-A
• Ideal Seating Co., Page 37
• Raytone Screen Corp., Page 31
• National Super-Service Co., Inc.
Page 50
• Radiant Mfg. Co., Page 4-A
and many others
STEBBINS THEATRE EQUIPMENT CO.
1804 Wyandotte Kansas City, Mo.
the west, has been re-employed by Universal
as a salesman. He replaces Earl Bennett who
has resigned to go into insurance work. Sliirley
Thompson has been engaged as booking
clerk to replace Mrs. Rosalie Wise, resigned.
Hall Walsh, district manager for Warner
Bros., was here from St. Louis last week. He
will attend the district managers meeting in
New York next week. Francis Blanchard, head
shipper, is back from a vacation in Oklahoma
City. According to the standard newsman's
definition for news ( i, it is
news that Don Walker, exploiteer, spent the
past week in town.
Stebbins Theatre Supply Co. reports furnishing
a wide screen and Hilux lenses to
Virgil Green for his Green Theatre at La
Plata, Mo., to J. L, Porter for the Welling at
Natoma, Kas., and to Earl K. Wetzel for the
De Luxe at Hardtner, Kas. To Paul Ricketts
for his Charm at Holyrood and to Henry
Beardsley for his Chief at Oberlin went Kollmorgen
lenses.
. . . C. L. Martin's Republic
. . . Paul
Rube Melcher of Poppers Supply is recovering
nicely from his recent operation and
should be convalescing at home this coming
week The T. H. Slothowers have closed
their
. . .
Meadowlark and Twin Meadowlark
drive-ins in Wichita except for weekends
Drake at Bolivar, Mo., says he is
back in business since he put in Cinema-
Scope .
Lux Theatre at Claflin has a
new wide screen . E. Beemer's Ron Don
at Waverly, Kas., is also reported going for
a wide screen
at Republic, Mo., is being completely remodeled
to install Cinemascope
Ricketts will have a wide screen at his
Charm Theatre in Holyrood, Kas., for December
showings.
Dickinson's first art theatre, the Kimo, is
equipped now with a 33' = -ton air conditioning
unit, ready for next summer's heat wave.
Herb Carnes manages both the Kimo and the
Glen, second art house, with Glen Downy
as assistant at the Kimo and Ralph Buhrmaster
at the Glen "Brigadoon"
has not
.
made any records at the
Roxy, one man has been in three times to see
Durwood circuit has closed the Skylark
it . . .
Drive-In at Leavenworth but the
Skylark
at Jefferson City is operating on a full
schedule and the one at St. Joseph on weekends.
HANDY SUBSCRIPTION ORDER FORM
BOXOFFICE:
825 Van Brunt Blvd.. Kansas City 24, Mo.
Please enter my subscription to BOXOFFICE. 52 issues per year (13 of which conlain
The MODERN THEATRE Section).
n $3.00 FOR 1 YEAR D $5.00 FOR 2 YEARS D $7.00 FOR 3 YEARS
D Remittance Enclosed D Send Invoice
THEATRE
STREET ADDRESS
TOWN
NAME
STATE
POSITION
Woodie Latimer of L&L Popcorn returned
from Lincoln where he supervised a test of
the Coldisplay ice cream merchandising machine
at the Stewart Theatre. This is the
same machine which was tested at the Ute
in Colorado Springs and is now being tested
at the Roxy in Kansas City. The tests have
shown so far that it enables theatres to go
to 25 or 30-cent items on ice cream products,
making it a profitable venture rather than
a trade accommodation.
National Theatre Supply has furnished
special Aluminex recessed-type poster cases
for the Dickinson at Mission, Kas. Bevelite
changeable letters with snap-lock Plexiglas
background were furnished these Wichita
theatres; Sunset, Tower and Victory, and the
42 Sky-Vue, Pawnee and Westport driveins
.. . Mary K. Kiphart is the new
office secretary at Capitol Flag & Banner
Co. . Hartman Booking Agency re-
50
BOXOFFICE November 6, 1954

ports A. L. Fenton's Drive-In at Boonville,
the Starlite, closed for the season. Also the
y/C at Yates Center and the Ulysses at
Some of the exhibitors are
Ulysses . . .
complaining Halloween theatre business was
off—too many civic and private parties. Others
did well by tieing in with these local groups.
. Exhibitors
M. A. Levy, 20th-Fox district manager, was
in from Minneapolis last week. Howard Kinser,
southwest Kansas salesman, was in from
Newton Monday. Frank Norris. head booker,
is on his second week's vacation seen on Filmrow: Bill
. .
Bradfield, Roxy
at Carthage. Mo.: Lily Welty and Eva Miles.
Midway Theatre and Riverside Drive-In, Hill
City. Kas.: W. F. Sonneman, Springdale, Ark.;
Cle Bratton. Ritz Theatre at Council Grove,
Kas. . . . Jim Pierson, manager of Commonwealth's
Uptown Theatre in Carrolton, Mo.,
discussed a program of children's movies at
a recent PTA meeting.
Following the example of other cities over
the country. Kansas City has a group formed
for the purpose of viewing 16mm films which
have artistic value but no commercial appeal.
The group, known as Cinema KC, will
hold its first meeting at 8:30 p.m. at Haag
hall in the University of Kansas City. November
12. Membership is limited to 150 persons
and the fee of $8 entitle.s the holder to a
ticket for 12 programs. "Siegfried" is the
first film to be shown. Applications for membership
can be made by writing Mrs. C. R.
Tully, 2822 West 72nd St.
Fox Midwest is sponsoring a memorial
fund for Charles P. Skouras, with E. C. Rhoden,
president, leading off with a substantial
contribution. Since Skouras was closely associated
with and greatly responsible for the
building of the beautiful St. Sophia Greek
Orthodox Cathedral in Los Angeles, the memorial
will probably be incorporated in some
appropriate way with it . . . Lee Thorn, division
office auditor, treated his co-workers
the morning of October 26 at the Studio
cafe. Steve Alan Thorn had arrived thatmorning
at St. Luke's hospital. The Thorns
have two other children, Lee jr. and Scott.
Many from Filmrow attended the wedding
last Saturday of Joyce Thompson, daughter
of Mr. and Mrs. T. Roland Thompson, to
Fred Olsen at the All Saints Episcopal
church. Thompson, who has charge of the
film department at KCMO, is a former manager
of RKO, former district manager of
United Artists and former manager of Monogram.
Following the wedding, a reception
was held at the Junior League clubhouse.
Bob Bailey is the new assistant to Gene
Walden, manager of the Roxy Theatre. The
Roxy, which has been operating on a first
run policy for several months, is the Durwood
circuit's house.
Filmrow visitors included these from Kansas:
LeRoy Hitchings, Osage City, and Ward
Spielman, Baldwin. Prom Missouri: Dewey
Kisor, Gallatin, and Mr. and Mrs. Harold
Porta, Osceola.
Satisfaction — Always
MISSOURI
THEATRE SUPPLY COMPANY
L. I. KIMBRIEL, Manager
Phone BAllimoie 3070
US W. 18Ui Kansas City 8. Mo.
Dave Ross Death Report
'Greatly Exaggerated'
St. Louis—Dave Ross, souttiern Illinois
U-I salesman, joined the ranks of Mark
Twain and a number of other celebrities
of history, when he learned that tradepaper
stories out of Milwaukee reported
that he had died in Chicago. Very much
alive, and kicking that he had been buried
without his knowledge or consent, Ross
lost no time in demanding that he be returned
to the land of the living. Mark
Twain once said in a similar situation,
the story of his death was "a greatly exaggerated
report."
Lake County UTOI Unit
Discusses High Terms
WAUKEGAN, ILL.—The newly formed
Lake County district of United Theatre Owners
of Illinois held its first regular meeting
last week (26i at the Swedish Glee Club here.
The top topic was "the excessive demands
by some of the distributors on some of the
small-town situations for their so-called special
attractions." The theatre owners pointed
out that each succeeding season's product
brings on a great number of this type of
alleged top attraction until it has reached
the point where some of these rentals "appear
to be confiscatory."
An exchange of ideas regarding advertising
promotion and new picture reviews was suggested
and will be instituted at succeeding
meetings.
H. C. Rhyan is vice-president of this group
and Vincent Quarta of Highwood is secretary.
Wright Catlow of Barrington and J. N.
Sikes of Waukegan are UTOI directors.
Roads Named Manager
Of Pirtle's Valencia
MACON, MO.—Don Roads has taken
over
as manager of the Pirtle circuit's Valencia
Theatre here, replacing Ben Barney who
returned to his former position as projectionist
at the theatre.
Roads comes here from St. Louis where
he was employed with the Railway Postal
Service. Prior to that time he was manager
of a theatre at McLeansboro, 111. and has
had considerable experience in the theatre
business. He is a native of Shelbina where
his parents operate the Clark Theatre.
Barney had managed the Valencia for the
pa.st year and a half, taking over to fill the
vacancy created by the resignation of the
previous manager. Prior to that time he had
been associated with the Valencia for nearly
six years as projectionist.
Fire Destroys E&P Unit
LEADWOOD, MO.—The 350-seat Roxy
Theatre, a unit of Edwards & Plumlee Theatres,
was completely destroyed by fire Friday
(29). The cause of the fire was not immediately
known. The frame structure, prior to
being converted into a theatre some years
ago, had been used as a community building.
Robbery at Bunker Hill
BUNKER HILL. ILL.—The Sharon Theatre
was robbed recently of $260. T. A. Baker reported
the robbers also took a target revolver
and damaged the booth equipment.
Commonwealth Shifts
Its Drive-In Personnel
KANSAS CITY—Bob Shelton, general
manager of Commonwealth Theatres, reports
these changes in personnel assignments: Ed
Kirk who has been managing the Springfield
Drive-In, will book for Ray Tucker, southern
division manager. Mildred Harris has been
transferred from booking for drive-ins to
booking for J. D. King's western division.
Leon Hoofnagle will continue as booker for
M. B. Smith's central division. Bob Walter,
manager of the Crest Drive-In, will act
temporarily as booker for the drive-ins remaining
open under Jack Braunagel's management.
Shelton said the changes were made to replace
head booker Walt Kirkham, who died
recently, and booker Bob Reeves, who resigned
to go to Phoenix, Ariz.
Illinois House Reopened
BRADFORD, ILL—Lyle Meek, manager of
the Stark Theatre at nearby Toulon, has reopened
the Brad Theatre after leasing it
from H. W. John,son, the owner. Meek will
operate the house on a policy of three changes
a week.
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BOXOFFICE November 6, 1954 50-A
tj»

PHONE
.
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. .18
Allied ITO Board to Meet
KANSAS CITY—Beverly Miller, president
of Allied Independent Theatre Owners of
Kansas-Missouri, has called a board meeting
for next Tuesday (9). The meeting will be
held at 1:30 p.m. in the Allied offices at
1719 Wyandotte. All members as well as
members of the board of directors are invited
to attend. There will be a general discussion
of the business transacted at the recent
national meeting in Milwaukee.
New Sound and Screen Added
DECATUR, ILL.—A wide screen and stereophonic
sound have been installed at the
Empress Theatre. The manager is Charles
Lugo.
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Indiana Cities Shifting
To Eastern Standard
PORT WAYNE—Most northeastern Indian
cities have decided to switch to eastern
standard time. The Fort Wayne and Indianapolis
city councils are considering a resolution
to move clocks ahead an hour permanently.
Newspaper polls are under way in
Muncie and South Bend on the question.
Eastern standard is the same as central daylight
time, in effect in Indiana all summer.
A bill to adopt eastern standard time for
Indiana will be introduced in the 1955 legislature,
said Senator Von A. Eichhorn, Uniondale.
A similar measure in the 1953 legislature
was never reported out of committee.
Election of MPA Officers
To Be Held December 6
KANSAS CITY—Tlie Motion Picture Ass'n
of Greater Kansas City board at a luncheon
Monday (25) in the Muehlebach Hotel set
December 6 for the annual election of officers.
Ways and means for raising funds to
take care of charitable projects were discussed.
It was reported the recent stag party
showed a profit. Nine of the 16 board members
attended.
The December 6 meeting will be held in the
Casbah room of the Bellerive Hotel.
Indianapolis Opening Set
For MGM Film on Paris
NEW YORK—MGM's "The Last Time I
Saw Paris" will have its first showing November
11 at the Loew's Theatre in Indianapolis.
Oscar A. Doob of MGM and Jim Shanahan
of the Loew's advertising department will
leave for Indianapolis over the weekend to
set up the campaign. The Merchants Ass'n
will launch a vigorous "shop downtown" campaign.
Ernest Emerling, publicity director of
Loew's Theatres, will attend the opening.
Gift to 25-Year Boothman
CHRISTOPHER, ILL.—Joe Crowe, projectionist,
was presented a beautiful silver tray
by the Fox-Midwest Theatres on the observance
of his 25th anniversary with the circuit.
A native of Johnston City, 111., he joined Fox
Midwest when it was formed 25 years ago. He
has been a projectionist since 1910. The tray
was presented to Crowe by Clyde Patton,
manager of the Globe Theatre, where Crowe
is employed.
E&P Unit Installs C'Scope
FLAT RIVER, MO.—Manager Dave Jennings
reports the installation of a wide screen
at the Roseland Theatre, a unit of Edward
& Plumlee Theatres.
BOWLING
KANSAS CITY—Jim Witcher and Mary
Heueisen report the following standings of
teams in the Filmrow Bowling League after
the game FYiday (29)
MEN'S TEAMS WOMEN'S TEAMS
Won Lost Won Lost
Shrevc Supply 21 11 Finton Jones. . 6
Dixie Ent 20 12 Monley, Inc 14 10
Poppers Sup. IS'/j 13Vj Heart Drive-ln.M 10
Jones Boys .18 14 Central Ship. 13 11
Ques'n-Morks 18 14 Hortman's 13 11
Monley 14 18 Mode O' Day .. 10 14
Mode O' Doy.lOVi 21Vj foxy Five 9 15
United Film.. 8 24 101 Service 5 19
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D Complete RemodeUng ^ Sound Equipment
n Decorating
n Drink Dispensers
n Projectors
n Projection Lamps
n Seating
n Signs and Marquees
Television
D Theatre Fronts
n Drive-In Equipment D Vending Equipment
n Other Subjects..
Theatre
Seating Capacity..
Address
City
S;ate
Signed
Postage-paid reply cards tor your further convenience
in obtaining information ore provided in The MODERN
|
THEATRE Section, published with the first issue of
|
each month.
50-B BOXOFFICE November 6, 1954

. . Moe
. . Dick
*
INDIANAPOLIS
O.
TTniversal-International will hold an open
house Monday il5i for all exhibitors in
the newly redecorated offices. One of the
major changes was the location of
.
the saJes
Lou Gershon
office on the first floor . . .
has joined the sales staff of Screen Classics
here. He also will handle the Cincinnati
territory Esserman has been appointed
Hallmark distributor for the Cincinnati
territory . . . Al Bondy of G. E. Films,
New York, visited the local Screen Classics
exchange . Edge, Hallmark exploitation
chief, was in the city.
W. S. Mansell, Warner Bros, district manager,
was at the local exchange . . . Joe
Small, Warner Bros, auditor, also was in town
. . . Barney Brager, Republic manager, was
vacationing at San Antonio . . . The Variety
Club is redecorating its building . . . Ray
Thomas, U-I salesman, was home ill . . .
Sconce Theatres, operator of the Old Ti-ails
and Pixy neighborhood houses, has installed
Cinemascope in both houses.
Exhibitors seen on Filmrow: Ethel Walsh,
the Scott. Scottsburg; Matt Scheidler, the
Hartford, Hartford City; Lary Shubnall, Fort
Wayne, and William Studebaker, Logansport
The Vogue Theatre was closed
. . . Saturday night (30). The house was operated
by Carl W. Niesse.
Allied Artists Soon to Do
Own Shipping, Inspection
KANSAS CITY—Allied Ai'tists exchange
will start doing its own shipping and inspecting
of film on November 2. This has
previously been handled by Central Shipping
Co., but with the increased office facilities
in its new location, the exchange will set
up its own shipping and inspection. William
Z. Porter from the home office is here supervising
the changeover.
Ella Maury Reopens
LEMAY, MO.—The Lemay Theatre was re-
by Ella Maury, a mem-
opened Saturday (30)
ber of the Lau family which has owned the
theatre building for many years. The house
had been dark since July 1953 when it was
closed by the former lessee, the Fred Wehrenberg
circuit. Pi'ior to reopening, the theatre
was equipped with a new Williams seamless
screen and Cinemascope equipment furnished
and installed by the McCarty Theatre
Supply Co. of St. Louis.
Building Airer For Son
CHAFFEE, MO.—Mrs. Paul Montgomery,
owner of the Horstman Theatre here, reports
plans to construct a $75,000 drive-in.
She said the airer is to be built for her
son Morris, who will manage it upon his
graduation from high school next spring.
Indiana House Gets CS
HEBRON. IND.—Owner D. Callahan and
his assistant, Glen Miller, recently installed a
wide screen at the Hebron Theatre. Bell &
Howell lenses were also installed to show
Cinemascope and the other wide screen processes.

ecause
Make it the Biggest Bonus ever—
Give it in U.S. Savings Bonds
If your company is one of the more than 45.000 companies
that- have the Payroll Savings Plan you know what your
employees think of Savings Bonds — they spell it out for
you every month in their Savings Bond allotments.
If you don't have the Payroll Savings Plan, and are won*
dering whether your people would like to receive their
bonus in Bonds, here are a few significant facts:
—every month, before they get their pay checks or
eniie/ope^ — 8.000,000 men and women enrolled in
the Payroll Savings Plan invest $160,000,000 in
U. S. Savings Bonds.
—the ranks of Payroll Savers are growing: On June
30th sales of $25 and $50 Savings Bonds, the sizes
purchased chiefly by Payroll Savers, were 6% and
9% higher than in the corresponding period of
1952,
—Payroll Savers hold their Bonds: 75% of the
$7,400,000,000 Series E Bonds which had matured
up to June 30. 1953, were being retained by tlieir
owners beyond maturity under the automatic extension
program.
—on June 30. 1953. the cash value of Series E and H
Bonds — the kind sold only to individuals— totaled
$36,048,000,000. a new high.
It costs no more to give your Christmas Bonus in Savings
Bonds. To the Payroll Saver, and to the man who buvs his
Bonds at a bank I his companv does not provide
the Payroll Savings Plan) a One Hundred Dollar Savings
Bond looks bigger and better than a check for $75. Make
this a merrier Christmas for every employee. Give the gift
that keeps on giving.
The United Slates Government does not pay for this advertising. The Treasury Department
thanks, for their patriotic donation, the Advertising Council and
BOXOFFICE
50-D BOXOFFICE November 6, 1954

State Court Dismisses
Natchez 'Moon' Suit
JACKSON. MISS.—The Mississippi state
supreme court ruled at Jackson that the Ritz
Theatre at Natchez, Miss., was illegally enjoined
from showing the movie "The Moon Is
Blue" on grounds it was lewd and immoral.
The high court upheld Adams County
chancery court in dismissing an injunction
suit brought by District Attorney Lenox Forman
aaginst Mr. and Mrs. Irvine Oberlin,
operators of Ritz.
The chancellor at first gi-anted a temporary
injunction and cited Mr. and Mrs. Oberlin
for contempt when they continued to
show the film.
The defendants continued the fight and
asked that the injunction be dismissed. On
a full hearing the chancellor decided that the
attorney general did not have authority to
bring the suit in the name of the state. He
dismissed the injunction and contempt cases.
The high com-t ruled it was not necessary
for it to rule either on the merits of the picture
or the district attorney's right to file
the suit. The charge brought in the district
attorney's bill of complaint was insufficient
to waiTant issuance of an injunction against
the showing of the pictiu-e, the supreme court
held.
Miami s Famed Olympia, One of Last
Stage and Film Houses, Is Closing
FiS '- Ir^J^^s MO CAN
:°f^.sS^i
Ralph Mann Shifted to
Frisco City by McLendon
FRISCO CITY, ALA.—Ralph B. Mann,
manager of the McLendon circuit's Monroe
Theatre and the Hub Drive-In at MonroevUle,
is new manager of the Frisco Theatre here for
McLendon.
In Frisco City, Mann succeeds Mrs. Jeffie
Jones, who has resigned from the McLendon
organization. With the naming of Mann as
manager, the Frisco City house increased its
operation from four to seven days weekly.
Mann has been with McLendon five years.
He formerly was with Wilby-Kincey, Foreman
Rogers and the John R. Moffitt circuits in
Georgia and Alabama.
Mann has closed the Hub Drive-In for the
winter.
Fox Midwest Buys Crane
After Carthage, Mo. Fire
From Central Edition
CARTHAGE, MO.—The Mo-Fox Realty
Corp., a subsidiary of Fox Midwest Theatres,
has acquired the title to the Crane Theatre
from a number of individual owners. The
Crane, a Fox Midwest house before the divestiture
proceedings, had been closed and completely
dismantled some months ago. 'When
the Tiger burned last month, it was decided
to buy the Crane instead of rebuilding the
Tiger.
According to Dick Brous, who handled the
transaction for Fox Midwest, the Crane will
be remodeled and re-equipped from front to
back. The lobby of the Crane hotel, also being
acquired, will be utilized by the modernized
theatre but the hotel-rooms part will
be razed. No reopening date has been set.
Georgia House Improved
FORS'TTH, GA.—Operator P. F. Shave reports
that his Rose Theatre is ready for
Cinemascope.
MIAMI—One of the last combination stagescreen
houses in the nation, the Olympia
Theatre, will be shuttered Tuesday (9), according
to an announcement by Harry Botwick,
Florida States Theatres general manager.
"We are closing the Olympia," Botwick
said, "because it is no longer economically
feasible to operate it. It has become increasingly
difficult to get the type of pictures
and stage shows audiences demand. So, we're
just shutting down."
About 60 employes received notice their
employment would end with the final show on
November 9. The notice went to everyone, including
Les Rohde and his orchestra, stagehands,
operators in projection booths, ushers
and management.
Neither Botwick nor Leon Netter of Jack-
.sonville, president of the operating company,
an affiliate of United-Paramount Theatres,
would comment on the report that Cinerama
would take over the Flagler street showhouse
at a later date.
Botwick acknowledged that Cinerama representatives
had been in Miami looking for
a location, and that they had considered the
J. P. Lindsley to Florala
FLORALA, ALA.—J. P. Lindsley, a longtime
employe of Martin Theatres in Georgia,
Alabama and Florida, is new manager of the
Martin Theatre here. He came from Milledgeville,
Ga.
Shows First CS Feature
BARTO'W. FLA.—Manager Carlton Bowden
of the Ritz Theatre showed "The Robe" as
the first feature with his just installed
Cinemascope.
A J. Arthur Rank contractee, David Farrar,
has been set for a starring role in "Bow
Tamely to Me," an RKO release.
Olympia along with others. But, he added,
no deal has been made.
Outside sources report that the collapse of
the Cinerama deal might have been caused
by the refusal of stagehands and operators
to give up the employment contract they now
hold. The contract, only one of its kind in
the area, requires two operators in the projection
booth at all times—one as a relief
man. All other theatres use one operator.
Cinerama, which requires three projection
booths, one in the center and two on each
side of the auditorium, would have to employ
12 operators under the present contract, instead
of six.
Cinerama, which has established showhouses
in most of the country's leading cities,
is known to be anxious to establish one in
Miami. But since it operates on a policy of
guaranteeing theatre owners profit over the
"cost of the house," the Olympia labor setup,
according to show people, would create too
big a nut.
The Olympia is the only theatre in the area
with an auditorium wide enough to accommodate
the three-way projection necessary to
make Cinerama work.
Kay Charlotte Exchange
Is Handling 'Karamoja'
CHARLOTTK—The Kay Films Exchange
office here is distributing Hallmark's "Karamoja"
and "Half-Way to Hell."
A recent ad saying other Kay offices also
were handling Kroger Babb's package was
incorrect, since the Kay deal was only for the
Charlotte territory.
Memphis Post to Riegert
MEMPHIS—Robert E. Riegert has been
made sales representative for Lees carpets In
the southern division with headquarters here,
succeeding Norman Stevens. Riegert has been
in the Chicago office.
BOXOFFICE :
: November 6, 1954 SE 51

. . The
.
CHARLOTTE
. . . Bill Baker, booker at
TV/rax Reinhardt had two visitors from the
hurricane territory. They were Carl
Dobbin of the Colony at Wilmington and
Dick Horton, Wayne, Goldsboro . husband
of Billie Harris, booker at Republic, is
in the hospital
Warners, has returned from his vacation . . .
J. Reeves is the new booker at Fox . . .
Bob Lynch is the booker at MGM who replaced
Don Knell, who went in the Army . .
The Elm Theatre at Bladenboro is closing
November 30.
Charlotte Theatre Supply has sold or installed
Cinemascope equipment in the following
theatres: Carolina Drive-In at Georgetown;
Westside, Pembroke: Carolina, Allendale;
New, North; Swansea, Swansea; Flamango
Drive-In, Winston Salem; Joy Drive-
In, St. Paul, and the Crescent Drive-In,
Thomasville.
Theatre Booking Service reports that Sky
Vue and Midway drive-ins at Durham and
the Jet Drive-In, Fayetteville, are rebuild-
SERVICE
and
COURTESY
for oyer 20 years
OUR WATCH WORD
•CENTURY l^.nrml STRONG la*S'ps
CONCESSION EQUIPMENT AND SUPPLIES
STANDARD THEATRE SUPPLY CO.
52
21S E. Washington St.,
GREENSBORO, N. C.
219 So. Church St.
CHARLOTTE, N. C.
QdncydnoL
:bookinc service
135 Brevard Court, Charlotte, N. C.
FRANK LOWRY — JOHN WOOD
HAZEL RESNIK
. . . Clayton
ing and will reopen soon. Hazel blew them
down . . . The local Monroe Road Drive-In
is now operating part time
Humphreys, Swansboro Drive-In, Swansboro,
was in telling how lucky he was that Hazel
passed him by. He was in the direct center
of her path. He is now installing a wide
.screen and putting in Cinemascope.
Carolina Booking Service says as soon as the
Dixie Drive-In in Ayden rebuilds from Hazel's
visit, they will handle the buying and booking
. . . They report that Flamango Drive-In
at Myrtle Beach and Camporama Drive-In
at Jacksonville, N. C, are also rebuilding
after the hurricane . . . Preston Temple has
sold his interest in the Fox Drive-In, Anderson.
It is now owned and operated by W. R.
Sanders and J. Major Pruitt . . . The Sky
Vue Drive-In at Boone has gone on part
time operation for the winter.
Queen City Booking Service reports the following
are rebuilding after Hazel: Moonlite
Drive-In, Steadman; Sky Vue Drive-In,
Rocky Mount, and Sundown Drive-In,
Greensboro . . . Ernest Clark, Melody Drive-
In at Mamers, rendered a real service to his
community after Hurricane Hazel. The electric
power did not go out at his theatre and
people with deep freezers were invited to
bring them to his theatre. For those who
could not take theirs to his theatre, he took
his portable power plant to their homes and
charged their freezers so they would keep the
food for 48 hours.
. . Seen
Jinnie Austin, Clinton, Clinton, N. C, said
Hazel tried to get in his theatre through the
back door. It took it off the hinges .
on the Row: D. Holt, Dixie, Troy; Virgil
Freeman, Newland, Newland; O. K. Hogan,
St. Paul, St. Paul: S. T. Stoker, State,
Thomasville: P. B. Grigg, Diane 29 Drive-In,
Gastonia; George Whitley, Laur-Max, Laurinburg;
Kit McGown, Joyce, Spring Hope; Carry
Caudell. Danca, Wallace: Harry Cook. Cook,
Mount Olive; J. K. Whitley, Swanee, Kannapolis,
and Buck Herlong, Saluda, Saluda.
DOn'T KILL THE fllfln UJITH THE FLUTE
A good sound system should be capable
of reproducing the entire sound
frequency range recorded on the film
from the lowest 40 cycle tones of the
bass viol to the 10,000 cycle tones of
the flute.
mOTIOGRflPH SOUnO SySTEfDS
(^u

David Flexer Leases
His Memphis Ritz
MEMPHIS—The Ritz Theatre has been
leased to Jack Katz, veteran theatre manager
and ch'cuit executive, by David Flexer, owner,
and will no longer continue the policy of
showing predominantly foreign films.
Joe Simon. Ritz manager, will continue
temporarily in his present job and then join
Flexer Theatres. Inc.
"I intend to revise the film policy." Katz
said, "to show all the top Hollywood films,
including those in Cinemascope, as soon as
they become available after downtown showings.
From time to time, we will play the
very best of the foreign films: maybe five
to eight a year. Many of these foreign films,
w-hile they may be good entertainment, are
not good boxoffice, and frankly I have to be
concerned with boxoffice."
Katz formerly was district manager for
Paramount Tenarken Theatres, which operates
the Strand in Memphis.
'Brigadoon' Highlights
Grid Halftime Show
JACKSONVILLE—The 20-minute halftime
show at one of the season's leading high
school football games in the Gator Bowl was
dedicated to "Brigadoon." which had a first
run opening the next day at the Florida
Theatre.
A crowd of 12.000 teenagers witnessed the
show, reported Bob Skaggs. theatre manager.
The band leader narrated a synopsis of
"Brigadoon," taken from the pressbook, and
the 50-piece Andrew Jackson High School
band played musical selections from the picture.
Marching at the head of the band were
two boys carrying a 19-foot "Brigadoon" banner.
They were dressed in Scottish kilt costumes
donated by Skaggs. The Jackson
school's girl precision marchers 150 strong,
known as Pepperettes, were directed by five
girl cheerleaders who were also attired in
kilts.
While the show was going on, Skaggs had
one crew of boys distributing 5,000 "Brigadoon"
heralds to the fans, and a second crew
outside the stadium putting 2.000 heralds
under automobile windshield wipers.
Skaggs only expenses were the costs of
heralds and the banner and the rental of
seven costumes. In return for the free publicity,
the Florida Theatre was host the next
morning to the Pepperettes and members of
the band at a screening of "Brigadoon."
Helps School Drive
HARTSELLE. ALA.—Pruitt Hodges, manager
of the Ranch Drive-In here for Hubert
Mitchell Industries, came to the aid of the
local Future Farmer and Future Homemaker
chapters in their drive to obtain funds for a
new football fence at Morgan County High
School. With each 50-cent "booster" tag for
automobile bumpers, Hodges awarded a free
pass.
CS For Key West Airer
KEY WEST. FLA.—Joseph R. Sirugo said
that his Islander Drive-In is being equipped
for Cinemascope. He recently returned from
a booking trip to Jacksonville, where he conferred
with T. P. Tidwell, 20th-Fox manager.
THERE
WILL BE
STAGE WAITS,
BLANK SCREEN, or
MISSED CUES at the
42nd ANNUAL CONVENTION
THEATRE
Of The
OWNERS OF NORTH AND
SOUTH
CAROLINA
The Oldest Organized Theatre Group in
(Organized May 1912)
the World
CHARLOTTE HOTEL • Charlotte, North Carolina
NOVEMBER 14-15-16, 1954
A Meeting For the
BUSINESS at
Conducted by the
HAND
BRAINS of our INDUSTRY
With gp,eouU ^eaUtA^
for the
WIVES and
SWEETHEARTS
YOU ARE ALWAYS WELCOME TO
THE LAND OF THE LONG LEAF PINE
YouVe heard of The Carolinas in the Fall!
Where a Hand Shake is A Welcome and not A "Gag'
BOXOFFICE November 6, 1954
53

PHONE
.
. . Mitchell
. . Elma
, . Wometco
. . The
. . The
i
MIAMI
T^anager Burton Clark of the Boulevard
Drive-In staged a Holloween party for
his patrons with an Invitation to come early
and stay late. The biggest event was a costume
parade early in the evening, with cash
prizes for winners. Cartoons and a double
jl:3
mNO MAGIC.
just "KNOVy-HOW!'
But you'll agree we're magicians
OS seat-repair specialists.
For without a moment's
interruption of your
show we do a complete rehabilitation
job. And presto,
your seats are in top-hat condition
. . . parts repaired and
tightened, cushions or backs
reupholstered or replaced . . .
on any type or make of chair.
Tell us your requirements,
and we'll quote promptly and
cheerfully.
PARTS replacement for any make!
RE-UPHOLSTERY lor any style!
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Tet 42-1658
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MANUFACTURERS—
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Spring Cushions, back
rtnd seat covers.
DISTRIBUTORS—
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COCOYL
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feature was the regular screen fare, with an
additional midnight Frankenstein film. Entertainment
continued from 6:30 until the
small hours of the morning with no increase
in admission . provided children's
Halloween costume parades and games
on the stages at four of its neighborhoods.
There were contests and prizes at each theatre.
A big yo-yo contest on stage was the
feature at five houses belonging to the circuit.
Manager Oscar Ramirez had a big Halloween
weekend show for his patrons. To all
children in costume he gave free popcorn.
Special double feature bookings and cartoons
were on screen . Roosevelt needed
larger space and special drawings to ballyhoo
its exclusive booking of "Lucrezia Borgia."
The picture, described as "banned in England,
Italy and Germany," will be banned
at the Roosevelt to those under 18 years of
age. A "sensational" slant is being used in
the ad presentation.
Showing of "The Human Jungle" here, in
which Jan Sterling does a dance, stirred up
a professional fuss in one night club here,
where a dancer took exception to the typical
film version of the strip. The dancer invited
amusement seekers to see the picture and
then visit the night club for a comparison.
"Best offer the movie patron will get this
weekend," was an editorial comment.
.
. . .
In town on weekend business recently were
Louis Pinske, FST vice-president, and Lamar
Sarra, attorney for the circuit Circus
Saints and Sinners' cocktail party was held
at the Urmey Hotel, recently purchased by
the E. N. Claughtons. Claughton took guests
on an inspection tour of the building
Dade County P>TAs tabled untU the December
meeting the resolution to "organize
a board for the selection of films to be shown
to the children and youth of the community."
A letter from Harry Botwick, head of FST
here, asked the council to delay taking any
action until meeting with theatre operating
officials.
Mel Haber, co-manager of the Miracle and
a popular man especially with the small fry,
is proud to announce he has just become a
godfather. His godson's name is Robert Eric
Jordan . Wolfson forcefully
scotched rumors that television station
WTVJ would be placed on the block in a
$7,000,000 deal. "We have had dozens of
offers from persons who wanted to buy the
station," Wolfson said, "but it is not for sale
to anybody at any price and never has been."
Ed Myerson at the Miami Drive-In says
they're doing very well with Cinemascope
pictures. Myerson says that every year at
about this time he begins to have visits
from drive-in exhibitors from "up north,"
and the main subject for discussion is year
around versus seasonal operation. Yearround
operation such as is possible here, presents
problems which northern seasonal operation
doesn't have, and vice-versa. You can
get up some good arguments, Myerson says.
Roger Morin has been named assistant
manager at Loew's Miami Drive-In . . . Phil
Berler, Loew's head booker, has been visiting
in town . Evans, head of the concession
house at the drive-in, has just left
on a three-week vacation. She is en route to
Texas to visit relatives.
'Rear Window' in Fronl
Of Memphis Grosses
MEMPHIS—Three first runs were doing
better than average business and the others
just average.
Second week of "Rear Window,"
at Strand, did 90 per cent above average and
Malco did 25 per cent above average with
"Fire Over Africa." Warner did 110 per cent
during a third week of "A Star Is Born."
(Average Is 100)
Malco—Fire Over Africa (Col) 125
Palace— Brigadoon (MGM), 2nd wk 100
State—Rogue Cop (MGM), 2nd wk 100
Strand—Rear Window (Para), 2nd wk 190
Warner—A Star Is Born (WB), 3rd wk 110
Allied Artists' "Today Is Forever" has been
retitled "The Hijackers."
NOW with
HERE'S YOUR CHANCE
to get in the
BIG MOHEY
TWO convenient locations for
BETTER than EVER serrice to you
DIXIE
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YOUR BALLANTYNE DfAltR
1010 North Slappey Drive
P. 0. Box 771
Albany, Georgia
Phone: HEmlock 2-2846
a screen game,
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it is without equal. It has
been a favorite with theatre goers for
over 15 years. Write today for complete details.
Be sure to give seating or car capacity.
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Phone: Washington 6942
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Atlanta, Georgia
Phone: WAInut 4118
COMPLETE THEATRE EQUIPMENT & SUPPLIES
Prompt, Courtraui Service 'Round tht Clock
54 BOXOFFICE November 6, 1954

. . Mr.
Government Reports
1953 Grosses Fell
WASHINGTON — Consumer expenditures
for film tlieatre entertainment dropped to
$1,252,000,000 in 1953 from $1,284,000,000 the
previous year, according to the Department
of Commerce annual survey of current business.
Record high was $1,692,000,000 in 1946.
Total public expenditiu-es on recreation fell
from $1,687,000,000 in 1952 to $1,660,000,000 in
1953, with most categories up slightly, and
the small drop in film theatre boxoffice
pushing recreation to the minus side.
Expenditures for radios, TV sets, records
and musical instruments were $2,176,000,000
in 1953, only a slight rise over the $2,100,-
000,000 spent on these items during the previous
year, indicating that the sharp rise in
this category is about at an end. On the
other hand, repair charges on radios and
TV sets reached a record high in 1953 at
$533,000,000, compared to $476,000,000 during
the previous year.
While the figures are not broken down,
TV set repairs account for most of the repair
charge total. On the other hand, initial
expenditures for purchase of television sets
do not loom nearly as large in that category.
The figures indicate that the American consumer
is finding the upkeep on his television
set a mighty expensive proposition in relation
to first cost.
Missing from the figures given this year
are estimates on profits in the film and
other industries, dividends, taxes, sales and
corporate income. These figures are secured
from Internal Revenue Service and obtained
by IRS from tax returns, but have never
been up to date. Figures given in previous
summaries have been estimated from the returns
and have not proven to be too accurate,
so this year they were dropped.
The film industry in 1953 contributed $835,-
000,000 to national income, compared to
$837,000,000 the previous year and a 1946
record of $1,133,000,000. Radio and television
broadcasting contributed a record $481,000,000
to national income in 1953, compared to
$433,000,000 during the previous year, $91,-
000,000 in 1940 and $28,000,000 in 1929, rising
to new record highs each year.
Motion pictures in all its branches employed
209,000 full-time equivalent employes
in 1953. compared to 229.000 during the previous
year, with total payroll last year of
$711,000,000, compared to $721,000,000 during
the previous year. Average salary per employe
in 1953 was $3,244, compared with $3,190
during 1952.
Eight Features Are Rated
By Film Estimate Board
From Eastern Edition
NEW YORK—Five features are rated suitable
for adults and young people and three
for adults in the October 15 listing of joint
estimates of current films prepared by the
Him Estimate Board of National Organizations.
None are rated for family audiences.
It is seldom that that happens.
The films for adults and young people are:
"Bengal Brigade" (U-Ii, "The Bounty Hunter"
iWBi, "The Detective" (Col), "The
Shanghai Story" (Repi and "Sitting Bull"
lUAi. Those rated for adults are: "Passion"
(RKOi, "Private Hell 36' iFilmakers) and
"Shield for Murder" (UA).
MEMPHIS
71 general membership meeting of Variety
Tent 20 has been called for the 15th at
noon in the Hotel Gayoso. Directors will be
elected, who in turn will elect officers for
1955. Variety's midnight supper club for 1955
went over the top with more than 300 tickets
sold. Ben Bass was chairman. His co-chairmen
were Clayton Timstill and Joe Young.
Midnight supper parties have been scheduled
for November 27, December 18 and 31. The
New Year's eve party will feature a big ball,
M. A. Lightman jr.. entertainment chairman,
announces. Noel Gilbert and his dance band
will furni.sh the music.
Plans for the ajuiual convention of Motion
Picture Tlieatre Owners of Arkansas, Tennessee
and Mississippi at Hotel Gayoso December
6-8 will be announced after the midsouth
leaders return from the Theatre Owners
of America sessions in Chicago . . . James
Carbery, city manager of Rowley Theatres at
Little Rock, and president of Tristates, expects
to make some convention arrangements
at the TOA sessions. Alton Sims will be general
chairman of the convention. Nona White
of Little Rock will be vice-chairman.
Memphians who attended the TOA sessions
in Chicago included M. A. Lightman sr.
and jr.: W. C. Sawyer, film and field auditor,
and Joe Keifer, assistant operations manager,
all of Malco Theatres.
Elton Holland, manager of the Memphian
Theatre, and wife became parents of a baby
daughter named Belinda Joyce. It's their first
child
. and Mrs. A. D. Webb, Webb,
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Ripley; M. E. Rice, Rice, Brownsville, and
W. Y. Carlton, Dixie, Cleason, were in town
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From Mississippi came George Lackey, Starlite
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Temple, Leland; Jack Flowers, Sunset Drive-
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Arkansas visitors included
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Santa Claus was seen walking up and down
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"White Christmas," which opened at the
Malco.
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BOXOFTICE November 6, 1954 54-A

. . . T.
. . Halloween
. . Terry
. . Buford
. . LaMar
. . Hurricane
. .
JACKSONVILLE
pill Humphries, Warner Bros, office manager,
was transferred to the Atlanta office
and will work as a salesman in the Alabama
territory. His post here was taken by Henry
Goldberg, a former Paramount auditor . . .
Clint Ezell. NTE assistant general manager.
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JACKSONVILLE. FLORIDA
took time out from a visit to Bailey Theatres
in Atlanta to see Georgia Tech's homecoming
game with Kentucky. Ezell was a star guard
on Tech's 1932 team . Sarra, FST
vice-president, and another former football
star, participated in the University of Florida's
homecoming activities at Gainesville.
He is an ex-president of the university's
alumni group.
. . .
B. B. Garner of Lakeland, president of the
Talgar Theatre Co., was here at the circuit's
Harlow Land, head of
booking office . . .
Land Theatres at Mayo, appeared here in
his new Cadillac Vernon Hunter, who
recently retired as FST city manager at Orlando,
and Mrs. Hunter headed their new
Oldsmobile for Texas and California ... Up
Adeline Gauthrop,
. . .
from Key West on one of his infrequent
trips was Joe Siruga of the Islander Drive-In
P. Tidwell, 20th-Fox manager, and
salesman Bob Stevens returned from Haines
City where they were the guests of Carl Floyd
of Floyd Theatres
in
. . .
from Palatka, reported that she had held
a benefit show at the Linda Drive-In
Other exhibitors here were J. M. Wells of
Kingsland, Ga., and Jack Fitzwater of Bay-
Lan Drive-ins in the Tampa Bay area.
Carl Carter's Halloween exploitation for his
Ribault Drive-ln included a children's costume
contest, pie-eating contest, apple bobbing,
a balloon shower and other offerings
with cash prizes to winners. Following the
regular program, the Ribault had an allnight
show of four features and three cartoons
. midnight horror shows
were presented downtown at the Palace and
Arcade theatres and, in the suburbs, at the
Capitol and the Pinecrest Drive-In .
VistaVision made its north Florida bow at
the Florida Theatre w^hen "White Christmas"
opened simultantously with the world premiere
at the Radio City Music Hall in New
York.
. . .
Sheldon Mandell set up a wide exploitation
program for "A Star Is Born" at the St.
Johns Theatre before he was called to jury
duty. It included window displays of Columbia
records at downtown music stores, street
ballyhoos, numerous TV and radio spots and
Attempted
cooperative newspaper ads
burglaries were reported at the Palace Theatre
on two successive Friday nights by Manager
George Krevo . Hazel
caused Lillian Parker, manager of the Brentwood
Theatre, to drop her plans for a trip
to the West Indies. Instead, she went to
New york and was nearly caught in the big
blow . Gore is back with the FST
accessories department.
. . .
Arv Rothschild sponsored an on-stage Halloween
party at the Negro-patronage Roosevelt
Theatre The first of a winter season
series of Negro vaudeville shows has
been booked at the Strand Theatre, Rothschild
said. Scheduled for December 3 is the
Harlem Holiday troupe from Washington,
D. C. Nat Levy of RKO's New York office
. . .
called at circuit booking offices here ... An
Indian crone at the U-I Halloween masquerade
party turned out to be Betty Guthrie
in a rubber head mask. She and her husband
took first prizes for costuming; he as
a baby .
Styles, U-I manager, and
Mrs. Styles are vacationing in Atlanta, their
former home. Styles is a charter member
of the new Variety Club here.
Alexander Paal to Make
Rubens Film in Europe
HAMBURG, GERMANY—Alexander
Paal
will produce a three-language version of
'The Garden of Love," the life story of Sir
Peter Paul Rubens, with Jose Ferrer in the
leading role in the spring of 1955. The title
is that of Rubens' famous painting, now on
exhibition at the Prado Museum in Madrid.
The picture, which will be photographed
in Eastman Color in English, French and
German versions, will be filmed in Italy,
Spain, Germany and Belgium. Marcel Vertes
will supervise production and design settings
and costumes, Georges Auric will compose
the music, Oswald Morris handle the
camera and Eliot Elisofan the color supervision.
All contributed the same talents to
"Moulin Rouge."
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BOXOFFICE November 6, 1954

•

—
. .
William Dock Resigns
FST Publicity Posl
MIAMI—William Dock, associated with
Florida State Theatres here for the past 12
years, has resigned his post as advertising,
Alabama Theatre Gross
Shows Strong Upturns
Birmingham — Theatre boxoffice receipts
in Alabama during July showed an
increase of 17 per cent in comparison with
those of June.
The University of Alabama Bureau of
Business Research made that report. The
survey is based upon reports of sales tax
collections. The bureau also reported that
the July receipts this year were up 11.2
per cent when compared with those of
July 1953.
WILLIAM DOCK
publicity and public relations director. Dock
has joined the Fincher Motors, distributors
of Oldsmobiles.
Howard Pettengill has been named by
Harry Botwick, district supervisor for FST, as
successor to Dock. Pettengill comes here from
Jacksonville. Before plunging into his new
duties, Pettengill is enjoying a vacation.
Until his arrival, Al Ghck of the local publicity
and advertising office is pinch hitting.
Dock began with FST as an usher at the
local Olympia Theatre. He later became assistant
manager at the Rex, since replaced by
Florida Theatre. He returned to the Olympia
as assistant manager, later going on to
management of the Hialeah, the Dade and
the Boulevard neighborhood houses. From
the latter he was recruited by the main office
to assist Al Wilkie, then publicity and advertising
head for the circuit here. Dock was
named to the post when Wilkie resigned.
Dock's survey on motion picture publicity
and promotion, published originally in BOX-
OFFICE, was compiled in cooperation with
George Bourke and Herb Rau, amusement
editors on the Herald and the Miami Daily
News, and received national attention in the
industry.
Among Dock's other contributions to show
business has been his efforts on behalf of
Variety's Children's Hospital.
He remains chief barker of local Tent 33
until January 1, when new officers take over.
Columnist Jack Bell, himself one of the most
active Variety workers, says that under
Dock's guidance "we're getting both the club
and children's hospital out of hock for the
first time since I've known either."
Bell reminisces that "I've known Bill a
flock of years. Way back when I was coaching
the Miami High baseball team, Bill Dock
was team manager. This meant that we
loaded him with equipment and let him lug
it
into the gym for us."
Ready for
CS and W
LEESVILLE, LA.—Manager Billy Owers
reports that the Polk Theatre has been prepared
for the wide-screen processes.
54-D
Ohioans Begin Fighl
Against Censorship
From Mideast Edition
COLUMBUS—The opening gun in a renewed
campaign to eliminate film censorship
in Ohio was fired by Robert Wile, secretary
of the Independent Theatre Owners of Ohio,
in sending letters to all candidates for the
state legislature and to all newspapers in the
state, asking for support in the industry's
drive to kill Ohio's 40-year-old censor law.
In the letter. Wile said that because of
recent decisions by the U. S. Supreme Court,
the question of motion picture censorship
probably will be an issue before the 101st
Ohio general assembly.
"Our nation's highest court has indicated
that motion pictiu-es, like the press, are protected
by the free press guarantees of the
Constitution," said Wile.
"You are probably aware that the motion
picture is the only means of communication
or expression which is subjected to prior restraint,
and that Ohio is one of only six
states which have censorship. Local police
powers ai'e ample to punish anyone who distributes
or shows a film which is indecent
or obscene. This is the same power which
prevents the publication of obscenity in the
press and the showing of indecent or obscene
films on TV or other media."
First reaction to the letter came from the
Bryan Times which editorially supported repeal
of the Ohio censor law. The editorial
was titled "Let Freedom Ring." The newspaper
commented: "It is odd that this state
should go on maintaining a board of censorship
when censorship is expected only in a
nation w'here they feel that they must exercise
thought control. In a nation which boasts
of liberty as much as this country does, it is
odd to maintain the same thing. The state
should shed this control to the thing for
which this country is supposed to stand
freedom of expression."
FCC Reports 33% Increase
In Television Advertising
WASHINGTON—The television industry
sold a grand total of $432.7 million in
time, talent and program material to advertisers
in 1953, according to the Federal Communications
Commission recently. This
was an increase of 33 per cent over 1952.
Broadcast income (before federal income tax)
reached $68 million, or almost 23 per cent
over 1952.
Networks, including 16 owned and operated
TV stations reported 1953 TV revenues of
$231.7 million, expenses of $213.7 million and
income of $18 million.
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BOXOFFICE
BOXOFFICE November 6, 1954

—
—
a
Ten Paramount Films
On Release Schedule
NEW YORK—Paramount will release ten
major features October through March. A. W.
Schwalberg, president of Paramount Film
D.stributing Corp., said that each has been
produced with boxoffice potentials in mind.
The October and November releases will
be: "Rear Window," "Sabrina," "Reap the
Wild Wind," a reissue of a Cecil B. DeMille
Technicolor pictore starring John Wayne,
Susan Hayward, Ray Milland and Paulette
Goddard, and the special VistaVision prerelease
engagements of "White Christmas."
"White Christmas" will open Thursday (14)
at the Radio City Music Hall here.
December and January releases will be:
"Three Ring Circus," second VistaVision picture
in Technicolor, and "The Bridges at
Toko-Ri." February release has been set for
"Mambo" and "The Conquest of Space." The
March releases will be "Ulysses" and "The
Country Girl." The latter will be pre-released
in December.
MGM Plans Super Musical
With All Its Top Stars
HOLLYWOOD—All of the studio's top
stars, as well as leading entertainers from
many other countries, will be featured in
MGM's "The International Revue," which
will have a running time of from three to
four hours and will be produced in various
foreign locales. It was disclosed by Dore
Schary, MGM production chief. The tunefilm
will be produced by Joe Pasternak and directed
by George Sidney. The latter is set
to leave soon on a world tour to select locations
and interview talent for the opus.
Already set for appearances are Leslie
Caron, Gene Kelly, Esther Williams, Howard
Keel, Cyd Charisse, Debbie Reynolds, Jane
Powell. Robert Taylor, Pier Angeh, Ann Miller,
Walter Pidgeon, Vic Damone and Taina
Elg. The script is being prepared by Leonard
Spigelgass.
Dallas Grosses Prove
To Be Disappointing
DALLAS—Grosses here continued at just
about the average mark w'ith only "Rear
Window" making any appreciable showing.
"A Woman's World," which had been generally
reporting good grosses around the country,
fell short here with 90 per cent.
(Average Is 100)
Mojestic Reor Window (Para) 115
Melbo This Is Cinerama (Cinerama), 17th vvk...lOO
Palace A Woman's World (20th-Fox) 90
Rialto Four Guns to the Border (U-l) 100
Ezell Robot Visits Waco
WACO—Robo, the lifesize robot elephant
owned by the Ezell Drive-In circuit, spent a
week here during which time it made several
appearances in and around town and at the
Circle Drive-In. Manager Bentley Davis arranged
a full schedule for the elephant including
a visit to the Heart O'Texas Pair.
Robo was seen each evening at the drive-in
where free rides were given the first 100
children to enter the theatre.
For Role in Zone Grey Story
Peter Graves will play a featured role In
UA's "Robbers' Roost," based on the western
novel by Zane Grey.
Oklahoma Exhibitor Party Tours
Central Europe /n
OKLAHOMA CITY—See Eiu-ope at your
leisure by auto is the advice of Harold Combs
of the R. Lewis Barton circuit.
"It was perfectly beautiful, a wonderful
experience and by far more interesting than
hopping from city to city and hotel to
hotel," he said just after his return from
a month's trip abroad.
And, after listening to his glowing report
for a bit, we found his advice sound. At
least, we were impressed.
Harold, his wife and their 2 '--year-old son
Hal, Joanna Barton and her cousin Lee
Thomas, who has a women's TV show here,
made the trip. Joanna is a daughter of
R. Lewis Barton.
"We went to see the countries, and that's
what we did, touring the countryside, stopping
for a picnic lunch or to visit in a village,"
said Harold.
They toured three countries by auto, a
British Vanguard, rented in Zurich, Switzerland.
Harold had to acquire an international
di'iver's license—learn how to read road signs
and attend to a few other details before clearing
as a driver, but passed everything with
flying colors and made the entire auto
junket without a mishap. The tourists
stopped when tired, and found to their delight
that all inns, hotels and guest houses
were immaculately clean with superservice.
He said they were especially happy with accommodations
in Germany and Switzerland.
Of course, he explained, they had heard
hotel accommodations were excellent in many
of the countries.
The foursome flew to New York September
28, then on to Newfoundland, Scotland and
London. In London they spent six days seeing
the sights. They also saw a Shakespearean
play at the old Vick Theatre.
The Combses then flew to Zurich, spent a
few days, and there rented the car and
toured Switzerland. While this was going on
Miss Thomas was in Paris. She rejoined
them at Zurich later and the foursome drove
into the .south half of Germany which the
Combses found to be "extra wonderful." The
countryside was so trim and well-kept that it
SPECIAL CINERAMA CITATION—
Mrs. Charlotte Baruth, motion picture
chairman of the General Federation of
Women's Clubs, presents map showing the
route of the "America the Beautiful" sequence
to Sam Rosen, executive vicepresident
of Stanley Warner Corp. (center),
and Lowell Thomas, co-producer of
the picture.
Rented Car
was like a huge estate, they reported. However,
Combs said it was a toss up between
Switzerland and south Germany as both were
beautiful countries.
The foursome then toiu'ed the western
half or French zone of Austria before returning
to Zurich and returning their- car. The
H-day motor trip cost about $123 and they
feel this was the highlight of the entire trip
abroad.
From Switzerland, they entrained for Italy.
They visited Milan and Rome and loved their
stay in the latter city. As far as Combs is
concerned, a tourist should ignore anything
south of Rome. They took a car and drove
to Naples, saw the Isle of Capri and the
Blue Grotto, but Combs won't recommend
anyone taking the time and effort to go in
tliat direction.
Combs reported they missed the Salerno
floods by about ten miles. Soon after they
drove through that area the radio reported
the damaging floods. Tliey spent a night in
Naples. With Combs, Rome is the place—
clean city with nice people and worlds to see.
From Rome they flew to Madrid where they
spent four days. They made local tours which
would take them 40 to 50 miles out, visited the
palace and museum before taking a plane
Sunday (October 31 1 for New York via Lisbon
and Newfoundland.
Harold suggests air travelei's go tourist
class abroad which he says is the same thing
as first in America. He traveled it except
starting at London where the English line's
tourist and fii-st class flights were the same.
The TWA return, he said, was superb, with
the tourist class as good as the stateside first
class plane flights. A difference was two
mches in the seat.
The Combses found all the people willing
to help, pleasant and friendly.
Combs said the group went to the pope's
summer home for a public audience. The
pope spoke 45 minutes in five foreign languages
to a crowd of 5,000. They also spent
one morning at the Vatican.
GPE Sales and Earnings
Show a Sharp Increase
NEW YORK—Consolidated sales and net
earnings of General Pi-ecision Equipment
Corp. for the third quarter and first nine
months of the year were higher than for the
same 1953 period, Hermann G. Place, president,
reported Thm-sday (28).
The 1954 nine-month sales were $85,446,656,
compared with $62,493,972 in 1953. Net profit,
after minority interest, was $3,602,640, equal
to $4.44 a share on 753.790 shares of common
stock, compared with net profit of $2,283,830,
or $3.46 a share, on 649.087 shares in the
1953 period.
Third quarter net sales were $31,141,460, an
increase of 45 per cent over the $21,391,405
reported for the 1953 period. Net profit was
$1,060,987, or 30 per cent above the $814,763
reported for the 1953 period. It was equal to
$1.15 a share on 860,668 shares of common,
compared with $1.24 a share on 649,087 shares
of common outstanding at the end of the
1953 period.
Edwin A. Link jr., chairman of Link Aviation,
was elected a director.
BOXOFFICE :: November 6, 1954 sw 55

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DALLAS
"The father of Hans Smith of the Irving The-
. .
atre at Irving died at the age of 83. He
Lester DoUison,
was buried at Palmer
.
a partner in the DoUison circuit, advises
that he and wife Mary Jo reside in
Denver
.
B. Miller of the Village Drivein,
Ennis, was in town. Mrs. Miller is ill
Roy Farrar has
in a Dallas hospital . . .
changed the name of his theatre at Talco to
the Star.
Grady Parsons has purchased the Castle
Theatre at Newcastle . R. Lloyd of the
Harlem Theatre, Dallas, is catching a lot of
Mr. and Mrs. James
fish at Port Ai-ansas . . .
Wallis, Matson circuit, were in for the state
Miss Annie Coleman of the Metro,
fair . . .
Abilene, has installed Cinemascope . . . Mr.
and Mrs. C. W. Matson have installed Cinemascope
in their Dixie at Rockdale.
Carl Benefiels has installed wide screens
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and the Bronco at Clayton, N. M. .
and Mi-s.
. .
Frank Gillespie have installed
Mr.
Cinemascope
in their Linda at Whitewright, as
has E. B. Wharton at the Rule in Rule.
On the Row were: Harry Conner, Ritz,
Dawson: Bill Young. Apex, Tioga: Jack
Holden, Mazda, Springtown: J. L. Groves,
El Rancho, Vernon: George Smith, Rio, Center:
C. M. Anding, Haltom, Fort Worth: H. H.
Seifest, Palace, Weimar: Jeff Austin, Strand,
Frankston: Mrs. J. R. Shipp, Ritz, Ladonia:
A. E. Wood, Plaza, Evant, and Henry Zimmerman,
Comfort, Comfort . Ruth Likins,
Elmwood Drive-ln, Abilene, who is state
registrar for the Daughters of the American
Revolution, attended DAR convention in Dallas
October 28-30.
Dutch Cammer, Lippert, returned from a
two-week trip to Houston and Beaumont . . .
Prank Daud, Rowley United, was in charge
of degree work at the Scottish Rite temple . . .
Among those attending the TESMA. TEDA
and TOA conventions in Chicago, from Southwestern
Equipment Co.. were J. O. Hill, Dallas,
and Al Mortenson, Alec McKinzie and
Tom Vincint, all of Houston . . . L. C. Tidball,
Park- Air. Fort Worth: Cortez Hann, Cactus,
Vernon: Bob Euler, American, Bonham; Oscar
Neu, Neu Made Products, New York City,
were at the Southwestern Theatre Equipment
office.
. . .
. . .
P. A. Warner, Manley, attended the TOA
convention in Chicago Krushen,
exploitation executive
.
from New York City,
w-as in Dallas Louis Novy, president of
Trans Texas Theatres, had a very enjoyable
time in Austin Harold C. Novy, Trans
Texas, Austin, celebrated a birthday on the
29th.
Dan Hulse jr. is the new booker at MGM.
Other new employes there are Al Media Garvin,
Mary Nell Chandler, Gerry Williamson,
Amelia Weaver and Joyce Smith. Leroy
Blckle, manager, and Walter Penn, salesman,
called on exhibitors in San Antonio, and Hall
W. E. Fmch,
circuit officials in Beeville . . .
manager at Allied Ai'tists. spent a weekend at
Lake Texhoma. J. A. Prichard, Allied Artists,
who will be accompanied by his wife, will
spend a few days in the Oklahoma City office.
Miss Carol Ann Cox, 17, daughter of Mr.
and Mrs. Cranfill Cox jr.. Cox Theatres at
Gilmer, reigned over the 17th annual East
Texas Yamboree as Queen Yam XVU. Miss
Cox was crowned at the climax of the
Yamboree pageant Thursday (28), in the
Junior High School gym. Yamboree President
F. L. Garrison placed the crown upon
her head. She is a senior at Gilmer High
School and was voted the "most popular girl"
there last May. She also was named 1953-54
Buckeye Band Sweetheart and is a member
of the band. Miss Cox represented Gilmer at
the Mineola watermelon festival this summer.
She is a member of the Homemaking Club
and Rainbow Girls.
.\ Phil Isley theatre, the Major, was held
up and robbed Sunday night (31) of all the
Saturday and Sunday receipts. The cashier
had walked out of the boxoffice when the
robber pushed open the door and told the
man to give him all the cash.
. .
New employes in the Rowley Theatres accounting
department are Yuonne Pollard,
Patsy Clark and Pat Johnson . Edan Segars,
also with Rowley, is the father of a baby
daughter ... A special matinee is to be
held for the Camp Fire Girls of Dallas and
Fort Worth Saturday morning (6) of "This
Is Cinerama" . . . Visitors at National Theatre
Supply include H. W. Webb, Palace, Breckenridge:
Jim Tobola, the Best, West: Henry
Zimmerman, Comfort Theatre, Comfort: Fred
Paul and his son, Bolivia, South America;
E. W. Capps, the Chief, Gainesville; Frank
Baker, Midway, Lubbock; Bob Atwell, Palace,
San Marcos: John Crane, Capital, New
Braunfels, and Sonny Martini, the Martini,
Galveston.
The WOMPI held a successful rummage
sale Saturday (30i. Among those who served
at the sale were Verlin Osborne, Maxine
Adams, Minna Mae Stevison, Flo Gann and
Lorena Cullimore . . . Lew Walters of NTS
attended the TESMA convention in Chicago.
Mori Krushen, United Artists exploitation
manager, is here as part of a three-week
swing through the Southwest to set up promotions
for "The Barefoot Contessa." With
stops also scheduled for Fort Worth, San Antonio
and New Orleans, Krushen will confer
with Interstate, Trans-Texas, Paramovint-
Gulf and the Robb-Rowley circuits, in addition
to other chains.
Sterling Hayden will portray Rear Admiral
John M. Hoskins in Republic's "The Admiral
Hoskins Story."
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ARTHUR LEAK Theotre Specialists
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Telephones EM 0238 - EM 7489
CONFIDENTIAL CORRESPONDENCE INVITED
56 BOXOFnCE November 6, 1954

Analyzes Alleged Product Shortage
Due to Evolution
JAN IN CHICAGO — Jan Sterling
smiled happily even though she was
greeted by a downpouring rain as she
arrived in Chicago from Hollywood via
United Airlines. Miss Sterling spent
several days in town to exploit "The
Human Jungle" at the Roosevelt Theatre.
Free Tickets to Voters
By Sapulpa Theatres
SAPULPA. OKLA.—Robert Getter, manager
of two theatres and a drive-in, offered
free tickets to all who voted in the general
election November 2.
Getter, who neither ran for office nor
cared how anyone voted, said he made the
offer in the hope that every voter in the
area would take his offer because "every
person should cast a ballot so we really can
get majority rule." All the voter had to do
was to present his numbered ballot stub at
the boxoffice and receive the free ticket.
of Theatres
CLEVELAND—"In the big hullabaloo by
exhibitors about alleged product shortage,
theatre owners are overlooking the evolution
that has been taken in the industry," Max
M. Jacobs, former independent distributor
and ex-exhibitor says in his analysis of the
present producer-exhibitor conflict.
"Today the need for the movie-around-thecorner
has vanished. Every movie theatre
serves a much larger area than it formerly
did. The result, at least as it affects the
Greater Cleveland area, is bigger but fewer
neighborhood houses.
"Time was," Jacobs continues, "when the
750-seat neighborhood house could get by.
Its patrons were its neighbors. But today
that is all different. Today a theatre must
have at least 1,200 seats and a parking lot is
an absolute necessity. Without a parking lot
and enough seats to accommodate patrons
from considerable distances, a movie theatre
cannot survive under today's living conditions."
And as for product, Nate Schultz, president
of local Monogram Pictures, says "Our exchange
alone has enough product to keep
every house in the area open all the year
round. The cry is not product shortage as
such, but the ability to get the product the
exhibitors want at the price they want to
pay. Double A product cannot be produced
at bargain prices. Consequently it cannot be
sold at bargain prices. But let no one tell you
that any one has to have a dark house because
of product shortage. I can say for
myself that we have plenty of product for
all types of houses."
Al Burks to Dallas
NEW YORK—Al Burks, Warner Bros, exploiteer
who recently covered the Washington,
D. C, Philadelphia and Charlotte areas, has
been assigned to Dallas where he will cover
Dallas, Oklahoma City and Memphis, according
to Mort Blumenstock, vice-president in
charge of advertising and publicity.
Yes, you'll find that Southwestern has become
the lens headquarters for the entire Southwest!
There you'll find the best selection
of CinemaScope lenses— lenses you need to
show the sensational wide-screen features.
Come in and see these famous makes . . .
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. . The
.
.
OKLAHOMA CITY
Oam Brunk, recently with United Film, is
joining Buena Vista and will cover the entire
state . . . Among those who attended the
various Chicago conventions were Byron
Savage. Century Theatre Supply; Mr. and
Mrs. W. R. Howell, Howell Theatre Supply,
and their nephew Bob Andrews who works
for the Howells; Mr. and Mrs. J. Eldon Peek,
Oklahoma Theatre Supply, with salesman
David Wilson, and Henry S. Gritting, Claude
Fulgham, Bob Clark and Louise Wesson, all
Video Independent Theatres officials.
Variety Tent 22 held its monthly board
session Monday (li and made nominations
for the December 6 election . . . Dee Fuller, a
member of the Tent 22 crew, is the father of
a girl, his sixth child. Fuller, formerly with
the Criterion, is the Municipal Auditorium
manager . . . Tent 22 pledged $12,000 to be
used for the Central Day Nursery, sponsored
by the local Family and Children's Service, a
United P\ind agency. The donation is a
renewal of a similar pledge last year.
Mickey Walker of Newkirk was a visitor to
Variety . . . Also in town this week were Lee
Guthrie of Wheeler and Amos Page of Mc-
Lain, Tex.; Bill Cleverdon, Eldorado; Woody
Minor, Wewoka; Bob Walker, Broken Arrow;
Ed Jones, Tulsa; Bill Jones, Sand Springs;
Les Nordean, Konawa; Lamar Guthrie, Erick;
Houston Burns, Apache, and Oral Wingard,
Jay . . . W. T. Kirby's Time Tlieatre at
Wetumka was smoke-damaged by a fire in
an adjoining building. Kirby is to reopen
Saturday (6) after being closed down several
days.
The extension of Filmrow was cleared by
the Oklahoma City planning commission . .
.
W. F, Wilson jr., an attorney, said the Oklahoma
City Shipping and Inspection Bureau,
which ships and handles films, will construct
a brick building for offices.
SAN ANTONIO
prank Wliisenant, manager of the Fredericksburg
Road Drive-In, reported that
eight speakers, valued at $20 each, were stolen
Residents in the Story-
from the airer . . .
Wood area have filed a suit seeking an injunction
against Robert L. Strickland to stop
the construction of a drive-in. Plaintiffs
allege the erection of the airer would violate
a city zoning ordinance and also would create
a nuisance . baby daughter of
Richard M. Landsman, Statewide Drive-In
Theatres, died in a local hospital from the
effects of nicotine poisoning.
Manager William Elder of the El Capitan
Drive-In became father of a baby daughter . .
Bill Hendricks, Azteca Theatre, Mathis, wa-s
here booking Mexican pictures . . Funeral
.
services were held here Saturday (30) for
the mother of Don Miguel Galvan, operator
of the Pena Theatre, New Braunfels.
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Calls made on the Man Who Buys when he's in his mellowest mood. It makes
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is a good time to . . .
J^lre BOXOFFICE . .
to TELL YOUR
STORY
and SELL
YOUR PRODUCT
OR SERVICE
DISPLAY and
CUSSIFIED Advertising
58 BOXOFFICE November 6, 1954

—
—
TOA PRESENTS UNITED FRONT
PLEA IN BERGER STRONGHOLD
Reade and Co-Leaders Ask
Closer Cooperation by
Exhibitor Groups
MINNEAPOLIS—Walter Reade jr., president
of the Theatre Owners of America, and
other TOA executives, told the TOA story and
explained its approach to industry problems
to a gathering of 75 exhibitors, but the anticipated
organization of a TOA unit in this exclusively
Allied territory did not develop and
there is no sign as yet of any such result.
Besides Reade, the TOA party included
Alfred Starr, board chairman; Herman M.
Levy, general counsel: Ray Cooper, vicepresident;
Al Forman, director, and George
Kerasotes, executive committee member.
They left here for the TOA convention in
Chicago.
Discussions brought out that both TOA
and Allied have the same goals—more equitable
film rentals, the elimination of high percentage
and prints and product shortages and
the encouragement of independent film production,
but it was stressed that the "approaches"
of the two leading exhibitor groups
were different.
NCA DOUBTFUL
Although all the TOA speakers insisted
their purpose in
visiting here was simply to
tell the TOA story to northwest exhibitors,
the NCA representatives present were not
so sure.
E. L. Peaslee, NCA first vice-president, told
Reade NCA leaders feel they already have a
strong exhibitor organization here and see
no "sense" in having two such bodies, and
that, anyway, the territory couldn't support
more than one.
In addition to Peaslee, the NCA leaders
present included Ted Mann, former president,
and Martin Lebedoff. NCA President Bennie
Berger was in Europe, but before his departure
he had predicted that any efforts at
the luncheon to organize anything else than
"a paper unit" would result in failure.
TOA speakers asserted they were seeking
a union of TOA, Allied States and all other
exhibitor organizations and to present a
more united front against distributors.
DENIES DISTRIBUTOR INFLUENCE
They emphasized that all exhibitors, large
and small and including the biggest circuits,
are confronted with the same problems
principally "confiscatory" rentals.
They declared a way must be found to
set exhibitors to stand together and refuse
to buy any unfairly priced pictures. This was
the way, they asserted, to "lick" high percentage
demands. And they intimated that
they'd pick out individual pictures and try
to band exhibitors together to refuse to
buy such films, Starr averring that if such
concerted action was illegal he'd still espouse
it even though it meant his going to jail.
NCA members, however, expressed the view
such action would be "impractical" and wasn't
"feasible."
Reade and the others denied TOA is distributor
influenced. Reade revealed that, although
publicity had been avoided, TOA has
Hosts Field and Ruben
Are ^Well
Satisfied'
MINNEAPOLIS—Harold Field and
Eddie Ruben, local circuit owners who invited
the TOA chiefs and hosted the exhibitor
luncheon, declared themselves well
satisfied. They said the discussions, which
occasionally became heated as North Central
Allied officers who were present and
the TOA leaders clashed, should lead to
a stronger organization here, besides giving
the exhibitors "something to think
about."
Field and Ruben explained that they
had quit NCA and joined TOA because
they believed that TOA possessed much
more strength and power than Allied
States because of its larger and more important
membership and that, because of
this, it could accomplish more in the
battle to obtain film rental and other
needed exhibitor relief.
been holding conferences with film company
sales managers to bring film rental
relief to exhibitors, and he was confident
that these efforts would be successful. He
also told of the undercover efforts now in
progress to unite all exhibitor organizations
and eliminate the present "sellers' market"
by bringing about a substantial amount of
new independent production.
In a stirring talk Starr lambasted distributors
because of their "divisive tactics
trying to keep exhibitors from presenting a
united front—and their greed."
Starr claimed exhibitors are in the most
precarious situation in the industry's history
and that "this is the last chance to save
our industry and its investments."
"If distributors get away with their present
70-30 percentage deals, such straight terms
without even the 10 per cent profit guarantee
gimmick, would be commonplace and we exhibitors
will be reduced to the status of janitors,"
he said. "If necessary, we mu.st go to
the government for relief and in an effort
to protect our Investments."
Peaslee pointed out that Allied efforts to
obtain relief through roundtable discussions
with distributors and by calling on distributor
sales heads had been unavailing.
VERBAL EXPLOSIONS FREQUENT
Verbal explosions occurred frequently during
the answer and question periods. Reade
had stated that the TOA "approach" was to
follow the policy of the late President Theodore
Roosevelt "to speak softly, but carry a
big stick." This aroused Peaslee.
"You talk of a big stick," replied the NCA
vice-president, "but I've never seen any evidence
of your carrying one."
Reade complained that NCA President
Berger had never used his influence as an
Allied States director to bring Allied and
TOA closer together.
Asked if TOA intended to be a "militant"
body in the present crisis, Reade answered
No Effort to Organize TOA
In Minneapolis Area
Is Indicated
that decision devolved upon its board of
directors.
Mann, former NCA president and now a
director, took exception when Gilbert Nathanson,
local circuit owner who has quit NCA,
said that all he had heard at exhibitor meetings
before the present one were a lot of
yelling and table pounding which never led
to any beneficial results for exhibitors.
"I've done a lot of yelling and table pounding
and I'll continue to do it and I have no
apologies to make," Mann interrupted. "I
think the present situation calls for yelling
and table pounding."
Nathanson said he was not criticizing
Mann. "All we're getting are words and we
need more than words. I want less rabble
rousing and more exhibitor unity," he said.
OPPOSES TOA UNIT
Lebedoff said he could see no reason for
the organization of TOA units in this ten-itory.
W. R. Frank, a Hollywood producer as
well as a circuit owner in this area, told of
an independent film producer's trials and
tribulations.
Reade called TOA "a democracy at work,"
asserted it represents all type of exhibitor,
the little fellows as well as the big ones, and
declared "it fights intelligently for everybody."
One of its great assets, he said, is
its "wealth of manpower."
Starr created a substantial impression with
a talk that bristled with militancy.
"Exhibitors have one powerful weapon
common sense and united action. Since divorcement,
the big circuits have been in the
same boat as the small exhibitor . . . Exhibitors
have reached the desperation stage and
desperate men can do desperate things," he
said. "Exhibitors must quit trying to get
selfish advantages for themselves, but must
follow their leaders and refuse en masse to
buy any picture unfairly priced.
"Distributors are now spreading the word
that only so-called big pictures are good any
more—like a shabby little boxofflce click
such as 'Dragnet' or a stinker like "The
Egyptian' " —and that there's no longer a
place In the Industry for the small town
and little subsequent run exhibitor.
LEAVE HYSTERICS TO THE PUBLIC
"Such distributor propaganda is fantastically
ridiculous. Moviegoing is a habit and
we're migrating people. I want to go on
record that when the day comes that a farmer
visits his nearby town and can't see a 'Ma
and Pa Kettle' or similar kind of picture,
we'll be digging the industry grave.
"And let us exhibitors quit getting hysterical
about pictures. Leave such hysterics
to the public. And let us have more of the
kind of pictures the late Leonard Goldstein
used to make."
Starr declared distributors wouldn't have
(Continued on following
BOXOFnCE November 6, 1954 NC 59
page)

. . Don
Urge Exhibitor 'No on High Terms
(Continued from preceding page)
"the upper hand" if exhibitors would stand
together and refuse to buy "viciously" priced
pictures.
Kerasotes called high film rentals the main
exhibitor problem today and accused distributors
of inefficiency. He advocated decentralization
as one remedy, "so that everything
is not controlled from New York." If
the local salesmen and branch manager had
more authority as to film deals, he believed
the situation would be improved.
"But New York won't let loose of the reins,"
asserted Kerasotes. "They want to protect
their $3,000 to $4,000 a week positions."
In Illinois, Kerasotes said, 20th-Fox had
been selling Cinemascope releases first runs
to drive-ins at 30 and 35 per cent, but one
outdoor theatre owner had come to him and
told him of 40 to 45 per cent contracts signed
by him.
"When I put the matter up to a Fox salesman,
he told me the exhibitor was a farmer
and doesn't know anything, so let him pay,"
explaiJied Kerasotes.
Levy said the exhibitor must learn to say
no when pictures are overpriced. He believes
there are ways for theatre owners to work
together.
Cooper, too, insisted that the answer to the
problem is for the exhibitor to say no when
a film is unfairly priced. He asserted that
he himself has some good results to show
for refusing to buy in such cases "even
though too many exhibitors on all sides of
me fail to follow my course."
"I don't think the distributors aim to close
our theatres, but their policies threaten to
bring such results," said Cooper. "They're
hibitors. That fact, he feels, makes a strong
organization here all the more necessary.
Jack Wright, Red Wing, Minn., exhibitor,
was told in reply to an inquiry that his suggestion
that exhibitor organizations buy a
controlling interest in major film producing
and distributing companies isn't feasible.
One fight in which TOA and Allied are
uniting now is against subscription TV, it
was pointed out by Starr, an industry cochairman
of a committee handling the matter.
"Subscription TV could drive us all out of
business and it's no use closing our eyes to
the fact that it's a possibility," he pointed
out. "But we'll leave no stone unturned to
prevent it from coming into being."
He explained that the battle lines are being
drawn up to contest the FCC claim that it
possesses authority to decide on subscription
TV. The film industry contention is that
Congress hasn't invested the FCC with any
such authority, he said. He expressed confidence
that the bulk of the public would
aid in the fight to keep TV free.
DES MOINES
yim Watts, owner of the Watts Theatre in
.
. .
Osage, introduced Cinemascope with a
showing of "River of No Return" . . Polly
Kawarski, assistant cashier at Columbia, resigned
to await a visit from the stork The
office force presented her with a gift for the
baby as a farewell. She was replaced by
Enes Travaini . Maude McKay, Columbia
inspector, has been hospitalized again for
observation.
just not far-sighted. If we exhibitors stick
together we'll accomplish something for the
common good."
Ruben pointed out that the Minneapolis
territory provides only 2.7 per cent of dis-
Mrs. Nick Yiannias, wife of the Associated
Theatres assistant manager in Dubuque, was
the subject of an interview by the Dubuque
Herald. Mrs. Yiannias is not unfamUiar with
tributors' income and that, consequently, the theatre work as her family is also in the
film companies can afford to ignore and forget
theatre business and she was a secretary with
it entirely if they become
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her marriage. Now she divides her attention
between the theatre and raising her two
small daughters . Hicks and Ken
Bishard, Paramount manager and salesman,
and the.r wives attended the Iowa-Wisconsin
game in Iowa City . . . The Hicks' daughter
Sue will participate in the annual water
show at Roosevelt High School.
To Honor H. Fitzgerald
At Tribute Dinner
MILWAUKEE—Dignitaries from all walks
of life will pay tribute to Harold J. Fitzgerald,
who recently
retired from Fox Wisconsin
after having
served as president for
over 20 years, at a testimonial
dinner Thursday
(11). The a,ffair,
to be held in the
Crystal ballroom at
the Schroeder Hotel,
will honor his many
efforts in behalf of
motion pictures, as
well as civic, charitable
Harold Fitzgerald and other various activities.
Among the notables who are expected to
attend are Gov. Walter J. Kohler, Mayor
Frank P. Zeidler, George Hoover, Variety
International chief barker; Nat Blumberg,
Universal-International president; Spyros
Ekouras, 20th-Fax president; Fred C. MOler,
president of Miller Brewing Co. and head of
the Ass'n of Commerce; Edward Gerhardy,
Greater Milwaukee Committee president;
Irwin Maier, Milwaukee Journal publisher;
Robert Bassett, Sentinel publisher; Ben
Marcus, president of National Allied.
Vern Touchett is chairman of the dinner
committee, with Gordon Hewitt, who will
emcee the affair, secretary. John Quinn is
treasurer. Sub-chairmen are Arnold Brumm,
tickets; Einar Gaustad, civic; Martin Thomas,
patrons; Angelo Provinzano, hotel arrangements;
W. V. Geehan, program; F. R. Peterson,
public relations; Joe Strother, alumni;
Ed Weisfeldt, music; Dr. J. B. Wilets, reception,
and Clifford Lorbeck, decorations.
Other committee members include A. D.
Kvool, Jack Lorentz, Stanley Gross, Edward
Johnson, Ben Marcus, Oscar Olson, Volmer
Dahlstrand, Ray Trampe, Robert Polacheck,
Gene Kilburg, Miss Estelle Steinbach and
Harold Pearson.
lATSE Local 332 Rejects
Central States Offer
ClllNTON, IOWA—lATSE Local 332 members
turned down an offer of a five-cent an
hour raise from Central States Theatre Corp.
and voted in favor of a strike. A spokesman
for the 14-member projectionists union said
he expected LeRoy Upton, union representative
in this area, to meet with Central States
officials in Des Moines before any strike goes
into effect. The houses concerned with the
action are the Capitol and Rialto theatres
here and theatres in Fulton and Morrison,
111.
The rejected company offer called for an
increase in the hourly wage from $1.92 to
$1.97, with the boost to take effect immediately
though no provision was made for
any further increases during the life of
the three-year pact. At present, local projectionists
work a 35-hour week.
60
BOXOFFICE November 6, 1954

. . James
. . Iowa
. . . Frank
. . . Local
OMAHA
T^on McLucas, United Ai'tists manager, re-
.
. . .
ports that Opal Woodson, a staff veteran
of 20 years and a member of the booking
department, has been designated office manager
R. Velde. division manager
from New York, and Mike Lee, district manager
from St. Louis, visited the UA exchange
William Haarmann of Co-Op
Theatre Service is suffering from an injured
ankle. Bill Barker, Co-Op owner, is
recovering from an attack of the flu. Barbara
Boldt, Co-Op secretary, said that her
husband has been ailing with a back injury
... On the flu casualty list at UA were
Opal Woodson and Eleanor Naylor. cashier.
Flo Hamer, MGM assistant booker, was
displaying pictui-es of her grandson Bobbie
Gloden, who was one of the hits in a fivegeneration
picture. Bobbie is six months of
. . .
age, while his great-great-grandfather is
89 . . . Janet Townsend, secretary to MGM
office manager Evelyn Cannon, has a new
baby grand piano . . . Shirley Baker, booker's
clerk, visited her home at Ida Grove, Iowa
Betty Randall, Columbia office manager,
swears that she got her shiner and a cut
above her eye by walking into a door. She
entered her apartment with an armful of
bundles, bent over and when she raised up
her eye collided with a cupboard door. She
cut a gash over her eye and behind her dark
glasses is a beaut of a mouse.
Donna Nielsen, Ralph Blank's secretary at
the Admiral Theatre, had to be taken home
last week when she came down with an attack
of the flu . . . Max Rosenblatt. RKO
manager, screened "Hansel and Gretel" on a
Saturday morning at the suburban Dundee
Theatre. Among the guests were department
heads of the World-Herald and their children
. . . Pat Halloran, 20th-Fox salesman,
reported corn husking in the western and
northwestern part of Iowa was behind schedule
.. . The theatre at Remsen, Iowa, operated
by Vets Nothen, opened last week with
Cinemascope . exhibitors seen on
Filmrow included Ray Brown, Harlan; Earl
Cowden, Sidney: Bob Fridley, Ida Grove; Nat
Sandler, Missouri Valley, and Mrs. C. N. and
Richard Johnson of Red Oak. Nebraskans
in were Charles Thoene and Mrs. Arthur
Goodwater, Madison.
Hosts Football Team
LENOX, IOWA—The State Theatre Manager
Frank Shipley was host to the Lenox
High School football team at a recent showing
of "Crazylegs."
lowan Installs
Wide Screen
MASON CITY, IOWA—John Banks,
manager
of the Avery Theatre, reports that the
house has had a wide screen installed.
Blake Edwards, who wrote the screenplay
for Columbia's "Exactly Like You," will make
his debut as director of the film.
NCA Files Pelition
For Right to Picket
MINNEAPOLIS—With the filing of a brief
in federal district court, North Central Allied
has dissipated any doubts which might have
existed regarding its determination to battle
to the finish to try to establish its right to
picket the Columbia Pictures' exchange here.
In the brief, S. D. Kane, NCA executive
counsel, argues that NCA is legally empowered
to gang up against the film company
in this fashion because of its allegedly excessive
"Caine Mutiny" terms.
Contesting the company's application for a
temporary restraining order, Kane contends
that the Constitution's free speech provision
confers upon his organization the right to inform
independent exhibitors via picketing
regarding Columbia's attitude toward them.
He also denies the plaintiff's charge of conspiracy
in violation of the antitrust law.
Pickets employed by NCA marched in front
of the Columbia exchange carrying banners
accusing the company of being unfair to
independent exhibitors. The pickets had been
on the job three days before Columbia's suit
was filed. At this junctm-e NCA withdrew
the pickets voluntarily and agreed not to resume
picketing.
David Shearer, Columbia counsel, avers in
his brief that the picketing constituted an
illegal effort to injure the company, no labor
dispute being mvolved. He argues no group
IS privileged to picket a business concern because
it objects to latter's .selling prices.
Whether or not Columbia's application is
granted by Judge G. H. Nordbye the case will
go to trial to determine if a permanent injunction
should issue. If the temporary restraining
order is denied, however. NCA could
resume picketing and continue it at least until
the final adjudication.
The American Civil Liberties Union has
filed a petition with the federal district court
asking for the privilege of intervening as "a
friend of the court" on the free speech issue
involved in Columbia's application for a
temporary injunction to restrain NCA from
picketing the local Columbia branch.
Ripon Film Group Chooses
1 1 for Children's Series
RIPON, WIS.—The Ripon Better Films
Council has selected 11 movies for the 1954-55
season of Saturday afternoon children's shows
which began October 30. Those selected at
the meeting were "Deep Waters," "Corky of
Gasoline Alley," "Young Mr. Lincoln," "The
Secret Garden," "Treasure of Lost Canyon,"
"Destination Moon," "Boys' Ranch," "Savage
Splendor," "F^-ancis," "Hiawatha" and a Bowery
Boys' film. Some alternate pictures also
approved were "Five Little Peppers," "My
Friend Flicka," "Jack and the Beanstalk"
and "Rusty." H. B. Toilette, district manager
for S&M Theatres, and Jack Lightner, Ripon
Theatre manager, met with the group to aid
In selecting the list.
MINNEAPOLIS
Denjamin Berger, North Central Allied president,
is back from a flying ten-day trip
to Europe with other Crusade for Freedom
BENJAMIN BERGER
State chairmen during which, while in
Munich, he broadcast a message over Radio
Fi-ee Europe of hope and encouragement to
the captive people behind the Iron Curtain
—a broadcast that brought him considerable
newspaper attention. The party of which he
was a member also visited Berlin and Paris
Mantzke's Northwest Theatres
Service Co., buying and booking association
and distributor, will move December 1 from
its present fourth floor Plymouth building
offices to much larger Filmrow quarters at
1011 Currie Ave.
RKO will have a trade showing of "Hansel
and Gretel" at the suburban World Theatre
here at 11 a.m. Thursday (11). The picture
has its territory premiere at the local RKO
After completing
Pan December 22 . . .
Cinemascope installations at Roy McMinn's
Beacon Theatre, Superior, and Al Smith's
West End, Winona, O. E. Maxwell, Northwest
Sound Service, departed for Chicago
circuit owners Eddie Ruben and
Harold Field are in Chicago for the TOA
Following recovery from a
convention . . .
long illness, Leo Doth, U-I office manager,
is back on the job.
for
VistaVision
For DRIVE-INS & THEATRES with HUGE, WIDE -AREA SCREENS • CARBONS, IncBOONTON, N,J.
BOXOFFICE :
: November
ior
CinemaScope
6, 1954 61

. . . Miss
—
—
—
—
. . Depending
MILWAUKEE
/^ordon Hewitt, Fox Wisconsin general manager,
flew to Los Angeles to attend the
funeral of Charles P. Skouras, head of
National Theatres and Fox West Coast Theatres
. . . "Down Three Dark Streets" was
screened by FWAC for Police Chief John
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Harry Boesel. Palace
Polcyn and his staff . . .
manager, celebrated the birth of twins
Brunner of the FWAC advertising
staff vacationed in New York.
Head of the firm operating WTVW, Milwaukee's
new VHF station, is Rolando F.
Gran, who organized and operated Standard
Theatres here as general manager from 1934
until 1949. when he sold out his interest.
Associated with Gran are L. F. Thurwachter
and Andy Spheeris. both of whom have extensive
interests in the motion picture field.
the man-
Jerry Gruenberg-, who supervises
agement of both the Oriental and Tower
theatres here for Ortow Theatres, is also
concerned with the renting and maintenance
of a number of stores and apartments for
the circuit. These duties, in addition to the
recently acquired Oriental Bar & Bowling
Alleys, have really kept Gruenberg's nose to
the grindstone. Joe Reynolds, Oriental Theatre
manager, has been assisting Gruenberg.
John Giddings is now assistant manager at
the Oriental, having been at the Alhambra
and Fox-Wisconsin. Jerry Youniss, formerly
at the Century. Jackson. Pi-incess and Grace
theatres, is now manager of the Tower.
The Better Films Council named Al Meskis.
Warner theatre manager. Personality of the
Month. Meskis has had considerable success
with kiddy progi-ams. PTA movements and
other affairs in which the council is interested
Melville E. Maxwell, 62, who spent
. . .
20 years in the film industry, died while visiting
friends in Fond du Lac. Maxwell was an
announcer at Marinette's WMAM radio station
for years, but is better known for having
been personal business representative to
Douglas Fairbanks sr.
.
Harry Oshan, Columbia manager, is the
chairman for the Will Rogers Memorial Hospital
drive in his area. Gordon Hewitt of
Fox Wisconsin is exhibitor chairman . .
.
The Parkway Theatre at Madison, operated
by Dean Fitzgerald, closed. This leaves the
Strand, also operated by Fitzgerald, as the
first run theatre on court
approval. Grand Enterprises will take over
the operation of the defunct Certtm-y Theatre,
Rudy Koutnik.
which closed August 8 . . .
general manager of Highway 15 Outdoor Theatre.
Waukesha, was made vice-president of
the corporation.
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1121-23 High Street Phone 3-6520 Des Moines, Iowa
Fast 'Suddenly' Start
In Twin Cities Gopher
MINNEAPOLIS—"Suddenly" got off to a
fast start in Minneapolis, reporting 125 per
cent for its first week. With the exceptions
of "Brigadoon" in its second week and "Sabrina"
in its sixth, both reporting 100, all
other first runs were below average. Weekend
business was helped by the influx of visitors
in for the Minnesota-Michigan State football
game which drew a capacity crowd of
63.800.
(Average Is 100)
Gopher—Suddenly (UA) 125
Lyric—The Raid (20th-Fox) 85
Radio City Brigadoon (MGM), 2nd wk 100
RKO-Orpheum A Star Is Born (WB), 4th wk. . . 95
RKO-Pan On the Woterfront (Col), 6th wk 90
State The Gombler From
World Sabrina (Para), 6th
Natchez
wk
90
100
(20th-Fox) . . .
Tops Omaha
"Sabrina'
With 135 Per Cent
OMAHA—The Orpheum Theatre reported
135 per cent with "Sabrina" to lead Omaha's
first runs. The third week performances of
"Rear Window" at the Omaha and "A
Woman's World" at the State fell below average.
Admiral, Chief Sitting Bull (UA), 2nd wk. . . . . . . 100
Brondeis They Rode West (Col) 85
Omoho Rear Window (Para), 3rd wk 90
Orpheum Sabrina (Paro) 135
Stote Womon's World (20th-Fox), 3rd wk 90
Town Abilene Town (UA); Song of the Sarong
(U-l); Rhythm of the Islands (U-l); reissues... 95
Cast in Janet Leigh Starrer
Horace MacMahon and Barbara Brown have
been cast in the Columbia CinemaScope musical,
"My Sister Eileen." a Janet Leigh
starrer.
62 BOXOFFICE
:
: November
6. 1954

—
—
——
——
Toledo Drive-Ins Vie
With Multiple Bills
DETROIT-—The Detroit metropolitan area
is remaining unaffected by the plague of
multiple bills which has broken out in Toledo,
only about 45 miles from some of the di-iveins
that ring the city.
Just across the state line, quintuple and
sextuple bills have made their appearance,
as indicated by the outbreak of advertising
by the Toledo and Jesse James drive-ins.
The Toledo Drive-In offers customers "another
dawn-to-dusk show ... 5 big action
features ... 5 top notch cartoons." Prices
remained unchanged at 60 cents, with high
school students admitted for 45 cents, and
children free.
Advertising tells patrons they can "come
as late as 8:37 and see 5 features." As an
extra inducement to take full advantage of
the all-night session, the theatre offered
free coffee and doughnuts "for those who stay
until the finish."
Not to be outdone, the Jesse James Drivein
offered a Marathon Show with no less
than six features, plus six cartoons, at no advance
in prices—and offered free coffee and
doughnuts to customers who lasted thi'ough
it.
The super shows were offered Saturday
night only (23).
TV Opera in Cleveland
Opens in Confusion
CLEVELAND—The Metropolitan Grand
Opera opening on November 8 which will be
presented on Loew's State screen on a closed
telecast circuit has been surrounded by confusion.
The presentation is bemg co-sponsored by
the Cleveland Opera Guild and CARE which
has been selling tickets scaled at $3.10, $4 and
$5. But, on Monday (1), tickets went on sale
at the State boxoffice at $2.85 for all seats.
The co-sponsors had hoped to sell a majority
of the 3,400 available seats and to
benefit by the amount of the difference between
the two scales but the advance sale
was negligible. The performance was fm-ther
hampered by incorrect information in letters
mailed by the Metropolitan Opera Guild
to its Cleveland Guild subscribers which incorrectly
stated the time, place and scale.
Ascap Names Leavitt
To Detroit District
NEW YORK—David Leavitt, who has been
operating as Ascap field representative in
the Boston office, has been named the new
district manager of the Ascap Detroit office
by J. M. Collins, Ascap sales manager. Leavitt
has been associated with the Society for
seven years.
The law firm of Grosner & Burak, who
have represented the Society for many years,
will remain as counsel in the Michigan territory.
Marjorie Pickens Dead
DETROIT— Mi-s, Marjorie Dooley Pickens,
51, musician and composer, died recently in
her home at Birmingham. Mich. Surviving
besides her husband, an executive at the Jam
Handy Organization, are a son and a daughter.
Burial was in Kansas City, Mo.
Train Speed and Ads:
Bill Wrigley Anecdote
Columbus—Robert Wile, secretary of
the Independent Theatre Owners of Ohio,
relays this anecdote:
William Wrigley, the chewing gum
magnate, was riding with a friend from
New York to Chicago on a train.
"Why," aslted the friend, "as long as
your gum is known the world over, don't
you save millions of dollars spent on advertising?"
"How fast is this train going?" asked
Wrigley. His friend said it was going
about 60 miles an hour.
"Then," said Wrigley, "why doesn't the
railroad remove the engine and let the
train travel on its own momentum?"
Londons Fete M. Tork
For Long Service
DETROIT—M. A. "Millie" Tork, manager
of the Booth Theatre, received an unprecedented
honor upon the completion of 25
years of service with one circuit. The Julius
D. London family, operators of the circuit,
feted him with a silver anniversary dinner
attended by approximately 50 filmites including
competitors, exchange managers and
film critics.
Tork was presented with an engraved gold
wrist watch by Milton London on behalf of
the circuit. London also noted that the party
v.as a fulfillment of a plan originated by
his late father, Julius, who "always considered
Millie a trusted friend" rather than
just an employe.
London summarized Tork's career, starting
in 1929 as manager of the now defunct
Ideal Theatre and then going on to other
houses and finally taking over the management
of the Gladwin which was extensively
lemodeled and renamed the Booth in 1937.
Commenting on the significance of the
occasion, believed to be the first public dinner
given a theatre manager by an employer
in this area, James Shai-key, film buyer for
Co-operative Theatres of Michigan, said
"The motion pictiu'e industry has always had
the finest relationship between employers and
employes of any business in the country."
Two More Detroit Houses
To Book Day and Date
DETROIT—The second significant change
within two weeks in the art house setup
here was the decision of the eastside Coronet
Theatre, operated by Albert Dezel, and the
westside Studio, operated by Studio Theatre
Corp., under the direction of William Flemion,
to start a pohcy of first run presentations,
playing day and date. The new policy
is set to start Thanksgiving with "High and
Dry," starring Paul Douglas as the first
attraction, followed by "Mr. Hulot's Holiday,"
"Ugetsu." and "Stars of the Russian Ballet."
Special exclusive promotional advertising
campaigns will be supervised by Dezel.
Earlier, Sterling Theatres announced the
reopenmg of the east side Time Theatre to
play as an art film house on a day and date
subsequent run policy with the west side
Carlton, following the Cinema, which continues
as a downtown fu-st run.
MGM Reissue Bill
Tops in Cleveland
CLEVELAND — Downtown business this
week was excellent with five of the seven
first runs reporting better than average
grosses. They are "Rear Window," "A Star Is
Born," "Beau Brummell," "Vanishing Prairie,"
and an MGM dual reissue program of
"Battleground" and "Asphalt Jungle." "Rear
Window" and "A Star Is Born" in its second
week, tied for honors, with 135 per cent
ratings, "Beau Brummell" held strong during
the second week with 130. Third week of
"The Vanishing Pi-airie" showed a pleasant
120 and the double feature program of
"Battleground ' and "Asphalt Jungle" hit a
surprising 200 per cent. Fine Indian Summer
weather over the weekend, helped boost business.
(Average Is 100)
Allen A Star Is Born (WB), 2nd wk 135
Hippodrome The Human Jungle (AA) 100
Lower Moll The Vanishing Prairie (Buena Vista),
3rd wk 120
Ohio Battleground (MGM); Asphalt Jungle
(MGM) 200
Poloce Woman's World (20th-Fox), 2nd wk 75
State Rear Window (Para) 1 35
Stillman Beau Brummell (MGM), 2nd d.t. wk. ..130
"Star' Remains High
In Cincinnati
CINCINNATI—"A Star Is Born" which led
the downtown grosses in its first week with
a 190 fell to 135 per cent in its second week
but still continued to lead the other first
runs. "Woman's World" opened at the Palace
with a satisfactory 120 per cent and "The
Bounty Hunter" played to average business
during its first week at the Grand.
Albee A Sfor Is Born (WB), 2nd wk 135
Grand The Bounty Hunter (WB); Chompagne
Safari (5R) ]00
Palace Women's World (20th-Fox) 120
Slump in Detroit Fails to Hurt
'Star' or 'Brigadoon'
DETROIT—Tlie general level of first run
business suffered an overall slump this week,
with the exhibitors dividing the blame between
the weather and the election. But, despite
the decreased business, "Brigadoon"
opened at the Adams with a big 160 and
"A Star Is Born" stayed on top in its fourth
per cent.
week with 170
Adams Brigadoon (MGM) '60
Broodway-Copitol The Raid (20th-Fox); Key
Lorgo (WB), reissue '5
Fox The Adventures of Hajji Baba (20th-Fox);
The Unholy Four (LP) 100
Madison A Stor Is Born ( WB), 4th wk 1/0
Michigan Bengal Brigade (U I); Four Guns to the
Border (U-l) '0
Palms Reor Window (Para); Overlond Pacific
(UA), 2nd wk '30
United Artists Woman's World (20th-Fox), 2nd
wk 100
Bob Wile Dates Speeches
COLUMBUS—Robert Wile, secretary of the
Independent Theatre Owners of Ohio, will
speak December 7 before the Rotary Club of
Geneva, Ohio. Other speaking dates on Wile's
schedule include: December 9—Lions Club
of Richmond; December 15—Lions Club of
West Lafayette; December 27—Lions Club of
Mount Gilead, and June 2, 1955—Lions Club
of West Union.
Ohioan to Return to Work
PORT CLINTON, OHIO—Harry Callahan,
manager of the Clinton Theatre, plans to
return to work on November 15. He has been
recuperating from an illness.
BOXOFFICE November 6, 1954 ME 63

. . Al
.
New
CLEVELAND
Dube Jackter, Columbia assistant sales
manager, and Sam Galanty, division sales
manager, attended the funeral of Oscar Ruby,
Columbia manager . . . Attending the TESMA
show in Chicago were Frank Masek, National
Theatre Supply Co.; Ben L. Ogron,
Ohio Theatre Supply Co. and Mr. and Mrs.
M. H. Fritclile, Oliver Theatre Supply Co.
The first Santa Claus of the season arrived,
, .
red suit, white whiskers and all, to
promote "White Christmas" which opened
Friday (29) at the Stillman for an extended
run. After calling on the local newspaper
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critics, Santa covered the busy downtown
area during the noon period.
Sam Fritz, manager of the Hilliard Square
Theatre, is now a permanent citizen with the
Ijurchase of a new home on West 189th St.
The Vermes Brothers installed a new
. . .
wide, seamless Walker screen in their Yorktown
Theatre. The sale was made by National
Theatre Supply which also installed
a new 52-foot seamless Walker screen in the
Paramount Theatre in Youngstown . . . Sheldon
Sandler, son of Dave Sandler, who manufactures
in-car heaters, will come home for
the Thanksgiving weekend from Yale where
he is a graduate fellow in engineering.
. . .
. . . Little Inferno, in-car
Barbara Salzman, formerly with Lippert
Pictures, has joined the local IFE organization
Herb and Liz Ochs are comfortably
. . . settled in Dania, Fla., for the winter
Variety Club will hold its annual meeting
to elect officers on November 11. Present
chief barker is Jack Silverthorne, manager
of the Hippodrome . . Cleveland Motion
.
Picture Exhibitors Ass'n held a membership
meeting Monday < 1) to learn details of the
new four-year operators contract .
Montgomery of the
. . Robert
Paramount home office
was here for the "White Christmas" opening
at the Stillman
h.eaters manufactured by the Sandler Mfg.
Co., have been installed in the Route 19
Drive-In in Washington, Pa., owned by Ted
Lasky.
. .
Kay Wesehler of Cooperative Theatres of
Ohio has resigned to move east with her
husband . Bob Bial of Luthi Studios came
through his recent physical examination
with a 100 per cent report . . . Joe Krenitz
is back at Republic after a two-week absence
on account of knee trouble resulting from
a recent automobile accident . . . Perc Essick
has closed his summer home at Lakeside
for the season .
Margolian has
been named RKO publicity representative
for Cleveland, Albany, Toronto and Buffalo,
where he makes his headquarters.
^
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Manos to Build Drive-In
Near Toronto, Ohio
TORONTO, OHIO—George Manos, who
started to build theatres 30 years ago and
now owns a chain of 18 houses throughout
Ohio, recently turned the first spade on the
construction of a de luxe drive-in he is
building on River road, just south of Coshocton.
The tract of 20 acres was acquired by Manos
from Edward T. Jacobs. The space wiU be
used for a 750-car drive-in, playgrounds and
a miniature golf course. Provision also has
been made for non-car patrons with an auditorium
of 150 seats. A patio, heated in cold
weather, has been included in the plans as
well as a modern concessions stand. The
screen size will be 90 feet wide by 80 feet
high. Cinemascope equipment will be installed.
W. E. Gross, who has been manager of
the Starlite Drive-In at Newcomerstown for
the Manos circuit, will have an interest and
serve as manager of the new ozoner tentatively
called the Town Drive-In. Estimated
cost of the project is $150,000.
Greco Sees 'Flamenco'
And Writes a Review
DETROIT—When Cy Schechter,
manager
of the first run Cinema Theatre, booked
"Flamenco," an unusual tie-in was arranged
with the Shubert-Lafayette Theatre, legitimate
house, where Greco, the Spanish dancer
was cui-rently appearing for two weeks. A
special midnight screening of the film was
scheduled at the Cinema, and Greco and his
entu-e company invited in for the event.
Greco then wrote a review of the picture,
which features Spanish dancing with some
personal appearances by som.e of his friends,
for one of the daily newspapers.
Blowups of the Greco review were then
spotted in some 17 theatres of the Sterling
Circuit and in the lobby of the Shubert-
Lafayette itself. In each case, the motion picture
houses gave an unusual cross-plug to the
legitimate production.
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64
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BOXOFFICE November 6, 1954

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DETROIT
Tablecloth notes at the Millie Tork luncheon;
Edmund London, son of the late
Julius D. London, hEis just confirmed his
engagement to Suzanne Blau of New Castle,
Pa. . . . Thomas F. Duane, Paramount manager,
while Tork opened his present, cracked,
"If it's a slide rule, give it to Jim Sharkey,"
remembering some close film buying sessions.
But Milt Zimmerman, Columbia manager,
decided the award was a set of 3-D goldplated
glasses—Sam Barrett, Co-op manager,
made a close examination of the room dividers.
James Anderson of the Broadway Capitol
rates as the oldest projectionist in years of
service at a single house. He has been there
three decades, reports Joe Sullivan, Local
Servjc* Parts . Repoiri
DETROIT POPCORN CO.
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66
ERNIE
199 officer . . . Al Dezel, just back from New
York via Chicago, reports his combination
of "We Want a Child" and "Intimate Relations"
doing big at the Gratiot Drive-In
Beechler, Charlotte circuit operator,
was in town and anxious to return home . .
Otto N. Ebert, RKO manager, says he is
optimistic about the coming months.
. . WUliam
Harry R. Berns, former operator at the
National, who has returned to the city after
several yeai-s in Chicago, is taking over the
post at Nick George's new Jolly Roger Drive-
In, teaming up with Jack Smukler .
A. London, partner in Associated Thea-
tres, is in town for a short stay to look over
his properties and visit friends and family
before going back to his home in California.
Milton London, opening his Midtown Theatre
with the assistance of his wife Evelyn,
was held up by two armed men, who took
$320 . . . Dave Korman is incorporating the
Gem Theatre Co. at 8210 12th Street . . .
Walter Norris, Butterfield dij-ector of advertising,
is making a short swing around
Paul Field, longtime
the upstate circuit . . .
manager of the Alhambra Theatre, is opening
a production office on Grand River
Avenue.
Gil Liffiit, Local 199 prexy, who runs the
Spot Lite Bar on Livernois in his spare time,
is making it a gathering place for operators
from the northwest section, including Kenneth
Grenke of the Crystal, Ira Rottell of
the Royal, Mel Donlon of the Beverly, Roy
Thompson from the drive-in, and Lee Welch
of the Royal . . . David Leavitt is the new
district chief for Ascap here . . . Larry Leins,
formerly with the Cinema, is the new manager
of the Time, art house reopened by
Sterling Theatres.
Receipts of motion picture theatres in Egypt
in 1953 amounted to 2,700,000 pounds as compared
to 2,150,000 pounds in 1952.
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CHICAGO
Associated Acquires
Two Loew's Theatres
CLEVELAND—Associated Theatres circuit
has made formal announcement that it has
acquired Loew's Park and Granada theatres,
effective November 1, in a deal involving
$850,000.
The 3,200-seat Park Theatre at 10211 Euclid
Ave. was acquired for $250,000 by Park
Amusement, Inc., headed by Meyer S. Fine,
head of the Associated circuit, from the Park-
Cleveland Theatre Co., a subsidiary of Loew's,
Inc. The Park was built in 1922 by the
Mall Co., a Loew affiliate, at a cost of
$750,000 on a site leased from the Henry P.
Mcintosh estate which still owns it.
The Granada Theatre was leased by Associated
for 20 years. The property includes
rental units amounting to $600,000. Lessor
was the Granada-Cleveland Theatre Co., also
an affiliate of Loew's. No changes in the
runs and policies in either theatre is contemplated,
but a modernization program will
be put into effect at both houses.
"Our faith in a substantial revival of public
interest in movies was the motivating factor
in our decision to purchase the Park and
lease the Granada," Pine said.
Jerome H. Friedlander of Benesch, Friedlander,
Mendelson, Gnau and Coplan represented
the purchaser and lessee. William A.
Lovn-y of Mooney, Han, Loesser, Keough &
Friedheim represented Loew's.
Oscar Ruby Death Is
Shock at Cleveland
CLEVELAND—The death last week (26)
of
Oscar Ruby, Columbia manager in Cleveland
the last ten years and prior to that manager
of Columbia's Milwaukee branch, shocked fUm
circles here. Although he had been ill for
some eight weeks, none of his many friends
had any idea that the end was near. Although
he had a malignancy, death was due to a
cardiac thrombosis.
Ruby had been in the motion picture business
for more than 40 years. Oldtimers in
the industry remember when he was local
Pathe manager. Born in Brooklyn 57 years
ago, except for a ten-year period in Milwaukee,
he lived most of his life in Cleveland
where he had a home at 1730 Wood Rd.,
Cleveland Heights. He was a member of the
Variety Club and for many years served on
its heart committee.
His son Eugene is associated with the
Robert Hall store in Milwaukee. His wife
Florence and his parent-s and a sister also
survive.
Services were held here Thursday (28).
Burial took place in Youngstown.
Loew's House in Louisville
Sold to UA Circuit
LOUISVILLE—The Loew's Theatre, said to
be the city's biggest house with about 3,300
seats, has changed ownership. Tlie theatre,
formerly the property of Loew^'s Theatres and
United Artists, with the title vested in the
Louisville Operating Co., a subsidiary of the
two organizations, is now owned by United
Artists Theatres of New York.
The theatre is managed by George N. Hunt,
who said that the name might be changed to
United Artists, but there probably would be
no other major changes.
BOXOFFICE November 6, 1954

Foreign Film Group
To Fight Censorship
CLEVELAND—Victor Saludo, organizer and
director of Group 16, newly formed to show
a series of selected foreign motion pictures
which have not been passed by the Ohio
Board of Censors to its subscription members,
may offer a vital wedge which will overthrow
motion picture censorship in Ohio.
"I believe that precensorship is illegal and
unconstitutional," Saludo stated, "and I propose
to fight it right up to the Supreme Court
if necessary." Saludo made this statement in
discussing his Group 16 first project and the
difficulties he is confronted with in finding
a suitable place in which to show the pictures
he has selected to the more than 400
paid subscribers to Group 16.
Scheduled to open this week with "Dedee"
in the Masonic Auditorium, the Auditorium
canceled its contract with Saludo when Police
Chief Frank W. Story notified the Masonic
Temple Ass'n that "if they (the pictures) were
deemed to be obscene or licentious when they
are shown, not only the exhibitors but also
the owners of the auditorium would be subject
to arrest."
At a later period, and after viewing "Dedee"
Chief Story is reported as stating that he
has no legal right to halt the foreign films
which Group 16 hopes to show despite the
censorship ban. Efforts to secure use of the
Hotel Manger ballroom also proved fruitless.
However, further efforts are being made to
locate a suitable auditorium.
Group 16 is fashioned after an organization
called Cinema 16 which has been operating
for ten years in New York without police or
state censor board interference.
Pictures included in the series proposed
by Saludo in addition to "Dedee" are "Manon,"
"Casque d' Or," "Under Paris Skies"
and a Mexican film titled "The Young and
the Damned."
Cleveland House Granted
Big Tax Devaluation
CLEVELAND—Owners of the 105th Street
Theatre were granted a $125,000 tax valuation
cut by the board of tax revision. The
slash was $48,570 less than requested. Previous
total assessment on the land and building
of the once famous Keith vaudeville house
was $481,950.
Efforts to .secure a lower tax valuation on
the property were based on two major factors
claimed to make the buUding obsolete.
One was the enormous space designed for the
use of vaudeville troupes, which became useless
with the decline in vaudeville and the
rise of films. The other reason for asking
a reduction was a business drop due to television.
The claim was made that gross boxoffice
receipts dropped from $363,267 in 1948
to $189,021 in 1952. The theatre operated at
a loss of $36,621 in 1953, according to figures
presented to the board.
At the same time it granted a tax valuation
cut on the 105th Street Theatre property,
the board turned down a request for a tax
valuation reduction of $950,530 on the B. F.
Keith building. The property is currently
assessed at $2,658,990. Office and store rentals
in the building, according to the board, offset
the drop in boxoffice grosses at the RKO
Palace Theatre, due to television.
CINCINNATI
TXrilliam Howard, vice-president of RKO
Theatres, stopped here to confer with
Joe Alexander, city manager, before continuing
with his tour of the territory . . .
M&M Tlieatres held the grand opening of
. . .
its 1,000-car Pike 27 Drive-In on Friday (29).
The ozoner which is located about 12 miles
south of here, was completely equipped by
the Mid-West Theatre Supply Co. It has incar
heaters for year-around operation
Mid-West Theatre Supply also reports that
It has installed wide screens and Cinema-
Scope equipment at Walter Wyrick's Lyric
Theatre at Carlisle, Ky., and the local Sunset
Theatre owned by Charles Ackerman.
. . .
Jean Turner has purchased and reopened
the Seaman Theatre at Seaman, Ohio . . .
J. H. Davidson has sold his Grant Theatre
at Georgetown, Ohio, to John Hewitt,
Members
an
exhibitor from Bethel, Ohio
of Cincinnati Motion Pictures Theatres have
met each Wednesday for the past two weeks.
At the meetings which were conducted by
President F. W. Huss jr., the exhibitors heard
reports on the National Allied convention in
Milwaukee by Rube Shor and Louis Wiethe,
who both attended the meeting.
J, R. Miller, general manager of Goldman
Theatres, reports that the local Lincoln,
Roosevelt and Regal theatres have all been
equipped with wide screens for the showing
Milton Gurian,
of the new processes . . .
manager of Allied Artists, attended the firm's
recent sales meeting in Chicago and upon his
return held a sales meeting of his own for
all salesmen working out of the exchange . . .
H. B. Snook, president, and Tom Fisher, vicepresident,
of Mid-West Supply, attended the
Theatre Equipment Dealers Ass'n convention
in Chicago.
AA city salesman, won the
. .
Manny Naegel,
door prize of a Benrus watch at Fred Krimm's
recent dinner at the Variety Club in Dayton
. Lucille Schmolt, office manager of Mid-
West Supply, has returned from her two-week
Herb Gillis, Paramount man-
vacation . . .
ager, and William Meier, sales manager, have
been touring the trade territory making a
survey of theatres equipped for VistaVision
. . . Keith's Manager Carl Ferraci and Ralph
Buring, Paramount exploiteer, have been
collaborating on publicity for "White Christmas"
which opened here on Thursday (28).
They sponsored a 10-day contest in the
Cincinnati Times-Star called "Operation
Snowfall" which offered a variety of prizes
tied in with the film to those who guessed the
time of the season's first snowfall.
Among exhibitors visiting the Row were:
J. H. Davidson, Lynchburg, Ohio; A. D. Curfman,
Westerville, O.; Frank Yassenoff, Columbus;
Jim Howe, Cai-rollton, Ky.; Moe
Potasky, Tioy; Jim Herb, Dayton; Jack
Needham, Columbus; Don Reda, London, Ky.;
Jack Haynes, Detroit; Harold Raives, Cleveland;
Joe Joseph, Parkersburg, W. Va.;
Johnny Goodno, Huntington, W. Va.
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BOXOFFICE November 6, 1954 67
TeLept
'^ight:
"ONf

.
COLUMBUS
fJarry Schreiber was host to the three-day
Columbus Dispatch cooking school held
at RKO Palace ... "A Star Is Born" went
into a second week at the Palace after a big
Jerry Rasor, radio and TV
first week . . .
singer from Commercial Point, Ohio, flew
to Hollywood for a screen test. Rasor has
been appearing on local airshows.
Norman Nadel, Columbus Citizen theatre
editor, will go on a lecture tour in the
United States and Canada in the fall of
1955. He will take a three-week leave of absence
from the Citizen each fall and spring
for a concentrated series of speaking engagements
at colleges and universities. His
^ ^
Says
ELMER BILLS
Bills
Salisbury,
Theatres
Missouri
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pHONE^i^:^^
Mr. Hard, Hendr«'J^^ ^ ^
lilted FU-^ -;;i3SOurl
Kansas ^tUf— Cii^S
*'
.all VO" \.pclated.
. . .
talks will deal largely with the theatre and
music The Columbus and Franklin
County Motion Picture Council is now a
charter member of the National Federation
of Motion Picture Councils, Inc.
Dean Myers, radio, TV and assistant theatre
editor of the Columbus Dispatch, has
been in New York for a series of interviews
with show business personalities . . Charles
.
Sugarman estimates that "The Moon Is
Blue" attracted some 90,000 admissions during
its 26-week record run at the World . .
Robert Little, manager of the Bexley art
theatre, announced the booking of Gina Lollobrigida
in "Bread, Love and Dreams."
"PRODUCTION QUALITY,
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HANDLING
are all COMMENDABLE"
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High School Students
Program Curbs Disorders
COLUMBUS, OHIO—An attempt by a
local high school fraternity to disrupt a performance
at Loew's Ohio Theatre was turned
into the initial step in a right-about-face for
the teenagers involved. Manager Walter
Kessler of the Ohio has been working with
the high school group in a program that has
been attracting community-wide attention.
The trouble started when 30 members of
Sigma Rho fraternity, many armed with
beanshooters, began pelting members of the
audience. The policemen on duty at the
theatre attempted to quiet the boys, who
became noisy and unmanageable. Reinforcements
were sent for and the boys were
quieted. On the sidewalk they continued to
annoy patrons, jostling passersby and ticket
buyers.
Later, officers of the fraternity apologized
to Kessler. He. in turn, offered his help on
civic projects that would use the talents and
energies of the members in a way to win
public approval, rather than criticism. The
officers later told Norman Nadel, theatre
editor of the Citizen, that "We expected to
get bawled out. Instead, he gave us some
wonderful ideas."
Kessler was invited to speak to a group
of the boys and a program of worthwhile
projects was outlined. The fraternity (composed
entirely of Upper Arlington high
school students, although the fraternity is
not recognized by the school
i pledged to work
at a variety of projects. These include:
(11 Supplying help by 20 members at
the Kivvanis Club Kids' Day at Lockboume
Air Force Base.
(2) Agreeing to assist the Northwest
Kiwanis Club in any of the club activities.
(3) Bringing cerebral palsy victims to
Upper Arlington football games.
(4) Forming a committee to bring books
and magazines to the Juvenile Diagnostic
Center.
(5i Announcing that the fraternity
welcomes calls for assistance from any
civic group.
The club passed an amendment to the
that any member found
bylaws which states
to be causing a disturbance or "making a
general nuisance of himself" at any establishment,
where the fraternity is attending as
a group, shall be voted upon for expulsion
from the club.
Mothers of the fraternity members have
formed a Mothers' Club to act as chaperones
and advisers. It might be noted in passing
that Upper Arlington is the wealthiest community
in suburban Columbus, with many of
the city's most prominent businessmen and
civic leaders residing there.
In an open letter printed in the Upper
Arlington News, officers of Sigma Rho said
of Kessler: "We found him to be extremely
nice. He impressed upon us that our problem
was not only one of trying to right our wrong
but also one of buUding character and that
we. as officers, had a great burden on our
shoulders. We were so impressed with his
talk that we invited him to speak at a club
meeting so that all of the members could
have the privilege of hearing this wonderful
speaker."
The boys insisted that the incident at
WALTER KESSLER
Loew's Ohio was not a planned affair, but
"just happened." They said that a few of the
boys bought bags of beans and beanshooters
on the way to the theatre.
Reynold E. Greene, managing editor of the
Upper Ai-lington News, wrote an editorial
titled "Are Oui- Children OVER-Privileged?"
in which parents were reminded of their
responsibilities in knowing what their children
are doing. He wrote:
"Are we, as parents, too busy attending
afternoon teas and evening business and
social meetings to give the proper amount of
time to our youngsters? Are our children too
often given excessive spending money, or the
privilege of using the family car or perhaps
one of their own with the thought that we
are being the proper type of parents? Do we
actually know, beyond any question, what our
children are doing every night they are away
from home? Ninety-seven per cent of the
youngsters of our community are wellbehaved
and have the proper respect for the
property of others. Let's take inventory of
our daily living and see perhaps if we can
devote just a little more time each day to
our children. They need our guidance more
today than ever before. We certainly do not
want our community to be one of OVER-
PRIVILEGED CHILDREN."
Manager Kessler said that he plans to continue
to work with any interested Individuals
or groups to curb misconduct in theatres.
"We will be happy to meet with such
groups and develop a program of activities in
redii-ecting the energies of youth in the hope
that they will outgrow the desire to give
trouble." said Ke.ssler.
Kessler said that it has been found to be
more effective to call the parents rather than
the police when juveniles ai-e caught in infractions
of good conduct. "Too often young
offenders are protected by police regulations
forbidding certain measures of punishment.
As a consequence, many teenagers have no
fear of the police. We have found that the
inconvenience to parents caused by having to
come to the theatre to 'bail out' theii children
rather than seeing them turned over to
the police, has been a potent factor in the
prevention of disorderly conduct.
"This procedure of calling the parents or
other responsible adults takes more time
than merely turning offenders over to the
police," he added, "but the results justify the
plan." Kessler said that a good example of
this technique was the case of a group of
underprivileged boys, members of the Gray
Y, assocated with the YMCA. A group of the
boys was apprehended sneaking into the
theatre. Kessler called the Y official in
charge. The boys were threatened with suspension
of Y privileges. The word soon spread
and this type of delinquency was stamped
out in one entire underprivileged area, Kessler
said.
Kessler recalled one typical example of the
success of the method of calling parents to
come to the theatre and claim their sons.
"A troublemaker was caught and we called
his home. His mother was out participating
in a bow'ling tournament. We contacted the
mother and told her that she must come
immediately to claim her son or he would be
turned over to the police. The son's fear of
his parent's ii-e was justified when she arrived
and took him in hand in no uncertain manner.
In another case a man had to close
his gas station to take his boy in tow. This
plan works."
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70 BOXOFFICE November 6, 1954

—
—
—
——
—
—
—
. . . Saturday
. . The
. . Jim
'Star' in Boston Met
Earns Sparkling 300
BOSTON—"A Star Is
Born" turned in one
of the biggest weeks in several years at the
Metropolitan and led local fii-st run grosses.
The film is in for thi-ee weeks and may stay
four. No other program came close with the
exception of "Betrayed" at Loew's State and
Orpheum. The Metropolitan prices were 80
cents mornings, $1 until 5 p.m. and $1.25 until
closing, with $1.50 Saturdays and Sundays
from 5 till closing.
(Averoge Is 100)
Astor Sabrina (Para), 5th wk 1 00
Beacon Hill The Vonishing Proirie (Bueno Vista),
6th wk 85
Boston This Is Cinerama (SW), 43rd wk 85
Exeter Street High and Dry (U-l), 2nd wk 105
Memorial The Adventures of Hojii Baba
(20th-Fox); Blackout (LP) 110
Metropolitan A Star Is Born (WB) 300
Paramount and Fenway Notorious (SRO); The
Former's Daughter (SRO) 1 00
Pilgrim Rogue Cop (MGM); Fast and Furious
(Embassy), 2nd wk 90
State and Orpheum Betrayed (MGM); Yellow
Tomahawk (UA) 1 25
Quiet Week in New Haven
Led by 'Human Jungle'
NEW HAVEN—"Brigadoon" and "Human
Jungle" set the pace here this week, trailed
by a holdover of "Rogue Cop" and a pair of
reissues.
College—Rogue Cop (MGM); Khyber Patrol (UA),
2nd wk 90
Paramount Notorious (SRO); The Farmer's
Daughter iSRO), reissues 90
Poll Brigadoon (MGM) 1 05
Roger Sherman Human Jungle (AA); Bowery to
Bagdad (AA) 115
'Star' Is Tremendous
In Hartford
HARTFORD—"A Woman's World" was the
only downtown holdover. "A Star Is Born"
did tremendously.
Allyn Human Jungle (AA); Two Guns and a
Badge ( AA) 1 00
Art— Bellissima (IFE) 80
E. M. Loew The Block Knight (Col) 150
Poll Brigadoon (MGM) 1 65
Palace A Woman's World (20th-Fox), 2nd
d. t. wk 110
Strand
210
A Stor Is Born ( WB)
Frank Boyle Disagrees
With Sports Columnist
BOSTON—A .sports columnist in the Fitchburg
Sentinel put show business on the pan
in one of his columns which offended Frank
Boyle, managing director of the Saxon and
Fitchburg theatres there. The columnist
maintained that a deliberate attempt on the
part of show business to ridicule personalities
in American sports was being made,
depicting the athletes as buffoons or culprits
of one nature or another. Boyle immediately
forwarded a letter to the Sentinel, in which
he declared:
"If by show business you mean television,
that's one thing, but if you mean it in an
inclusive manner, that's quite another, and
I at once arise in spirited defense of that
part of show business in which we revel
the movies ... As I am writing this, marvelous
tributes to the nation's sports come to
my mind; such as 'The Pride of the Yankees,'
'The Joe Louis Story," 'The Jackie Robinson
Story,' 'Follow the Sun' and 'The Spirit
of Notre Dame.' the daddy of all football
pictures."
Sneaked at Hartford
HARTFORD—"So This Is Paris" was
'Paris'
sneak-previewed at the Strand.
HARTFORD
The downtown Strand, which normally starts
performances at 11 a.m., pushed opening
time up to 9:30, with screenings at 10, to
accommodate heavy patronage for "A Star
Is Born" . . . Denise Darcel, the film player,
attended the Hartford Jewish tercentenary
dinner at the Statler October 30.
Pat Buchieri has left Hartford Theatres
Lyric, with his new affiliation not disclosed
morning children's shows are
in their eighth year at the Central, West
Hartford, Manager Hugh J. Campbell
proudly reports.
Bill Daugherty of Lockwood & Gordon
Theatres reports resumption of children's
film programs under sponsorship oi the
Wethersfield PTA council. On the program
starting November 13 are "Courage of Lassie,"
"It Ain't Hay," "Dickens Christmas Carol,"
"My Friend Flicka" and "Young Daniel
Boone." Both morning and afternoon screenings
are planned . McCarthy, Stanley
Warner district manager who has been ill
for some time, passed through town, en
route from his Bridgeport home to Boston
for additional hospitalization.
Joe Bronsteln, general manager, and Isadore
Bregman, a partner in the Family Drivein
Theatre Corp.. East Hartford, returned
from an inspection tour of Miami area driveins
. . . One of the few Connecticut drive-in
holdouts against the resumption of eastern
standard time, the Quinebaug Drive-In on
Route 131, has finally capitulated and is again
on EST, after running on daylight saving time
for many weeks past other Connecticut
ozoners.
The suit of a West Haven woman who
blamed a fall at the Forest Theatre, West
Haven, for a miscarriage she suffered, was
settled for $1,700 in an out-of-court aiTangement
. . . Sky-Vue Drive-In, Ton'ington, has
closed the early part of the week for the remainder
of the season. Other Lockwood &
Gordon units at East Windsor, Danbury and
South Norwalk are continuing on seven-night
policy, according to Douglas J. Amos, division
manager.
Barbara Dolgin, daughter of the Joe Dolgins
of the Pine Drive-In, has joined a professional
dance company in New York, called
the Merry-Go-Rounders. Miss Dolgin, formerly
in Hartford schools, has been studying
dance with some top instructors in Manhattan
. Waterford Drive-In ran a twoevening
benefit for the local fire company,
with nine merchants participating in a fourcolumn
newspaper ad. On the screen was
Allied Artists' "Torpedo Alley," which was
filmed in part at the U. S. submarine base in
Groton.
Joe Borenstein, Strand, New Britain, tied
up with two merchants to underwrite costs of
distribution of 40-cent records to young patrons
at Saturday matinee cartoon program.
Frocks in Lobby
Ray McNamara of the Allyn Theatre in
Hartford promoted a handsome lobby display
of frocks fashioned after those worn
by Audrey Hepburn in "Sabrina" through
a ladies dress shop.
MET's Managers Wind
Up Busy Drive Month
BOSTON—The New England Theatres
Profit and Prestige drive rolled along in high
gear in October. The majority of managers
in the circuit planned Halloween kiddy shows,
merchant participation programs, radio
broadcasts from theatre lobbies, football
nights and many other local tie-ins.
R. A. Bergeron, manager of the Haynes
Theatre, Waterville, Me., has been staging
a series of high school victory rallies in the
theatre, showing films taken at the afternoon
games on the screen that evening.
Marvin Huban of the Strand, Dorchester,
held a special radio broadcast emanating
from the lobby.
Arthur Morton, Paramount, Boston, set up
a street interview broadcast over WVDA in
front of the theatre.
Max Nayor, Metropolitan, Boston, set up
a booth in the lobby to sell Columbia recordings
of the music from "A Star Is Born"
during the run of the picture. Attractive
models made the sales.
The following managers held morning kiddy
shows for Halloween and later midnight
shows for the teenagers and adults: Arthur
Allaire, Opera House, Bangor, Me.; Alex
Castoldi, Paramount, Newton; John Fagan,
Central, Biddeford, Me.; Ben Greenberg, Stadium,
Woonsocket, R. I.; Marvin Huban,
Strand, Dorchester; Frank Kelley, Colonial,
Haverhill, and Lou Kemiey, Capitol, AUston.
With the October committee completing such
a terrific job in the exploitation campaign,
the November committee is shooting for even
better results in this three-month drive.
'New Faces' Dinner Nov. 9
To Mark Filmrow Shifts
BOSTON—The Variety Club of New England's
"New Faces in New Positions" testimonial
luncheon, honoring ten exchange
workers who have been promoted or transferred
this year, is a bright event on the
industry calendar for this season. The event
will be held at the Roof Garden of the Hotel
Bradford November 9, with Benn Rosenwald,
MGM manager, as chairman. All exchange
managers are serving on the committee.
Tickets at $5 are available at the Variety Club
in the Hotel Statler, William S. Koster, executive
du-ector.
Seated on the dais will be James M. Connolly
of 20th-Fox, who was recently appointed
division manager; John Feloney of the same
office, who was upped to branch manager;
Joseph Gins of Universal, who came here as
division manager; Fr-ancis Dervin of RKO,
transferred to the home office as an executive
officer; Herbert Schaefer, who resigned as
manager of Republic to join Buena Vista Productions;
Ralph lannuzzi, Warner manager,
recently transferred here; John Moore of
Paramount, recently promoted to division
manager; Jack Brown of Paramount, who is
now branch manager: William Madden of
MGM. transferred to branch manager at
Philadelphia, and Judson Parker of Republic,
recently appointed branch manager.
SW Executives in
Hartford
HARTFORD—Hany Feinstein and J. M.
Totman, zone executive of Stanley Warner
Theatres, were conferring with Jack Sanson,
Strand manager here.
BOXOFTICE November 6, 1954
N£ 71

!
O S T O N
'The lineup of new product coming in for the
Thanksgiving week or the one previous
includes "The Barefoot Contessa" (UA) at
Loew's State and Orpheum: "The Black
Widow" t20th-Pox) at the Keith Memorial
and "No Business Like Show Business" C20th-
Fox) at the Metropolitan Theatre. The management
of the Astor Theatre, where
"Sabrina" is completing its fifth week, is
undecided on its holiday feature as it is possible
that the Paramount comedy may be
held through the Thanksgiving week.
For the first time in many years full page
ads appeared in the local newspapers plugging
Paramount's "White Christmas." Each
paper carried the page ad either on the day
before the film opened or on opening day at
the Paramount and Fenway theatres . . .
Major Equipment Co., successor to Joe Cifre,
Inc., recently installed Motiograph equipment
at E. M. Loew's Route 128 Drive-In,
Bm-lington, and a Motiograph mixer in ATC's
Oxford Drive-In, Oxford. The company has
added a new sewing room at its headquarters
for theatre stage draperies and curtains. It is
supervised by Howard Alcorn who has been
in the industry for 50 years.
The Smith Management Co. Cinema Theatre
at Fi-amingham has formed a Framingham
Artists Guild with a membership of 43
artists. Weekly exhibits of the canvasses of
members and outside artists are shown in the
inner lounge. The manager is Lloyd Mills.
This city is the sixth city on the list of
seven to be visited by Ginger Rogers and her
husband Jacques Bergerac. They will be here
for two days (17, 18) to exploit UA's "Tw'ist
of Fate." Joe Mansfield, UA publicist, is setting
up a press luncheon at the Ritz which
will be followed by radio stints for the stars.
Bergerac, who also appears in the film, will
be on a TV program . . . Phil Bloomberg,
Orpheum, Danvers, was in town, reporting
he has given up his option on the new drivein
to be built in Georgetown on Route 133.
l*-'/W
For 35 Years the Leaiters
Congratulations to Mr. and Mrs. Rene Le-
Brun, owners of the Star Theatre, Limestone,
Me., on the bii'th of their third child and second
daughter, named Andrea Mary . . . Phil
Lamport, for the last ten years a poster clerk
at National Screen, has joined G. Fred Geisler
Motion Picture Sales and Service as an
operator for its 16mm service . . Phil Zim-
.
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merman, head of the real estate department
of Stanley Warner Theatres, and C. P.
O'Toole, head of the engineering department,
were in two days on routine business.
In the September Fabian's Fabulous Forty
contest for the Stanley Warner managers,
three Massachusetts managers tied for second
place. They are Steve Barbett, Warners,
Lawrence; Guido Luminello, Palace, Lawrence,
and Bob Howell, Port, Newbui-yport.
Joe Liss is the district manager.
The Warner office here is preparing for a
District Managers drive December 5-11, when
an attempt will be made to have every theatre
in this territory showing a Warner feature
and/or short subject. Ralph lannuzzi,
manager; Bill Kumins, sales manager, and
salesmen Bill Horan and Jack Hill are hard
at work on bookings, shooting for a 100 per
cent coverage.
Special commendation goes to Morris Sims,
chairman of the 1954 Jimmy fund drive in
New Bedford. Sims and his hardworking
committee managed to raise $6,800 in theatre
audience collections and other events. Sims
is the manager of the Olympia there for
New England Theatres. Extra curricular
money-raisers included fashion shows, tag
days, radio and press tie-ins and merchant
participation events, all of which totaled up
to the magnificent sum sent to the Jimmy
fund headquarters.
Arch Lade, owner of two theatres in
Maine, one in Kingfield and the other in
. . Capitol
Phillips, has had them both equipped for
Cinemascope with optical sound .
Theatre Supply is instaUing Cinema-
Scope equipment in Lillian Keegan's Gayety
Theatre, Van Bm-en, Me. . . . Doris Flanagan,
bookkeeper at 20th-Fox, resigned and was
given a farewell dinner by the office staff.
Pauline Vallas from the same office spent
the holiday weekend enjoying outdoor sports
at the Jug Inn Barn, Pittsfield.
Oakley Whitney, owner and manager of the
Pioneer Drive-In, Orange, gave over an entire
evening's boxoffice receipts to the Will
Rogers Memorial Hospital at a benefit performance.
Warner Bros, donated the film
"Big Jim McLain" and U-I gave "Lawless
Breed" for the occasion. The $126.50 take
was augmented by a donation of $41.75 from
the theatre employes, all of whom gave their
services free for the charity showing.
Long-Run Record Set
By Cinerama in N.Y.
From Eastern Edition
NEW YORK—"This Is Cinerama" established
an all-time long-run record for New
York, which means the U. S. also, Tuesday
(26). The Lowell Thomas-Merian C. Cooper
opus began its 109th week on Broadway, exceeding
the 108-week run of "The Red Shoes"
at the Bijou Theatre.
The only other film now being shown that
has run as long as one year is "Lili," in its
84th week at the Ti'ans-Lux 52nd Street
Theatre. "Open City" ran 91 weeks. Other
films that had extended runs are "The Big
Parade," 66 weeks; "Hamlet." 61 weeks;
"Paisan," 51 weeks; "Bitter Rice," 47 weeks,
and "Gone With the Wind," 43 weeks.
Film Trailers Shown
To Circuit Buyers
BOSTON—A new method of pre-selling a
film to circuit and independent buyers and
bookers has been adopted by Terry Turner,
who has assembled three episodes of TV's
"Gang Busters" for theatres.
Turner had several TV and theatre trailers
prepared in 16mm. With Joseph E. Levine of
Embassy Pictures, who will distribute the
"Gang Busters" film in the New England territory,
Tui-ner set up projectors in the offices
of the larger circuits and ran the trailers.
Thus, the film buyers were able to see exactly
what the public will view on TV and in the
theatre before the film is released.
Posters, lobby displays, newspaper ads and
theatre accessories are also shown to the
prospective buyer. "Gang Busters" was assembled
by Visual Drama, an affiliate of
General Teleradio, Inc., in association with
Turner. The project is backed by a $50,000
TV, radio and newspaper promotion campaign
to launch the film in the New England area,
which has been selected as the kickoff section.
After showing the trailers to the larger
circuits. Turner and Levine invited a group
of independent film buyers and bookers to
view them in the offices of Embassy Pictures
Corp.
Turner said he chose New England for the
kickoff because it is a highly concentrated
area for TV and radio promotion. Through
station WNAC-TV and its affiliates he can
hit 200 situations and 60 first runs, he claims.
The teaser trailers have proven to be most
successful in the past with other films and
can be used effectively for boxoffice results,
he claims. The 78-minute "Gang Busters"
also will be backed by a managers contest.
Plans ai'e to have six winners of exploitation
and promotional contests in the territory
given an overseas trip by an airline company
for two weeks.
PROVIDENCE
\tThen this city was threatened with the
third hurricane in less than two months,
many downtown theatres, along with all
stores, closed. A hui'ricane watch was set up
and downtown sections, which were seriously
flooded in the two previous storms, were
closed off. Fortunately, Rhode Island escaped
the brunt of the storm, but theatres suffered
loss of Friday matinee and evening
business, with light weekend houses resulting
from the scare . . . The Avon Cinema was the
locale of the Rhode Island premiere of "The
Pickwick Papers." It offered "Edge of Divorce"
as the companion feature.
. .
The Fairlawn in adjacent Pawtucket, showing
"The Fi-ench Line," advised patrons it
would be omitted at the Saturday matinee,
which is largely made up of juveniles . . .
"On the Waterfront" held for a second week
at Loew's State . . . The Johnston in nearby
Thornton is giving away hand-painted ovenware
to hypo business . The Quonset Drive-
In while presenting "Three Forbidden Stories"
suggested that children be left at home during
Among the neighborhood
this presentation . . . houses offering Saturday afternoon
kiddy shows are the Hollywood. East Providence,
and Community in Centerdale.
72 BOXOFFICE November 6, 1954

. . Dorothy
Ralph Kautzky New Altec
Northeast Division Head
From Eastern Edition
NEW YORK—Ralph Kautzky has been
named acting manager of Altec Service Corp.
northeastern division by H. M. Bessey, execut
i V e vice-president.
Kautzky succeeds C. S.
Perkins, who recently
was made operating
manager of the Altec
organization in the
New York headquarters.
Kautzky will direct
operational activities
from the northeastern
engineering
field force offices at
254 West 54th St.
Kautzky has served
Ralph Kautzky
with both Altec and its
predecessor, Electrical Research Products,
Inc. He joined ERPI in 1928 as a member
of the field engineering force in Harrisburg.
and was later transferred to Atlanta and
London, where he supervised the installation
of the first sound-on-film equipment.
When Altec was formed he became a field
engineer in the New York division office.
He was assigned to the Newark division In
1949 as field supervisor for New Jersey. He
became branch manager of the New York
division in 1952.
Matinees Discontinued
HARTFORD — Hartford Theatres has
dropped weekday matinees at the Lenox and
Lyric.
NEW HAVEN
paramount's first VistaVision production,
"White Chi-istmas," will have its Connecticut
premiere at four theatres on Wednesday
(10). The group includes the Roger
Sherman here; State, Waterbury; Palace,
Norwich, and Capitol, New London. The film
will open at the Strand in Hartford, Veterans'
Day (11) . . . Harry Shaw had his
cousin, Irving Barrett, operator of a New
York theatrical agency, and comedian Joey
Adams as his guests for the Yale-Dartmouth
game . . . Most neighborhoods in this territory
ran matinee Halloween shows, with some
offering ice cream and other giveaways from
merchants.
Charles Smackowitz, New York district
manager for Stanley Warner, was in town for
a conference at the zone office . . . The Whalley
Theatre here and the Whitney in Hamden
brought in Fred Murphy and his TV
"Punch and Judy" puppet show for three
stage shows during the annual teachers' convention
when there was no school . . . Mrs.
Phil Zimmerman, wife of the SW real estate
manager, was ill with pneumonia.
Jim McCarthy, Connecticut district manager
for SW, has entered Massachusetts General
Hospital for further surgery. He previously
underwent surgery at the Peter Bent
Brigham Hospital in Boston. Letters from
friends would be appreciated . . . Kathy
Masella, three -year-old daughter of Tony
Masella, manager of Loew's Palace in Meriden,
delighted the crowd at a Republican
rally in that city by shaking the hand of
Governor John Lodge and surprising him
with a kiss,
Harry Browning, publicity representative
for New England Theatres, and Arnold Van-
Lear, field representative for Paramount,
were in on exploitation for "White Christmas"
. . . Lou Green, Massachusetts sound
and projection man for SW, and Charles
Lowe, who has the same duties in New York
and Connecticut, were here for a two-day
conference with Cy O'Toole, sound-projection
chief for the three-state zone.
Condolences to Sid Kleper, manager of
Loew's College, on the death of his father
Hyman Kleper, a building contractor in Hartford
. . . Paramount's Booker-Salesman
Month, December 5 to January 1, will be dedicated,
in this area, to John Moore, now district
manager and former branch manager
here. Bookers Dick Carroll and FYank Manzi
and salesman Chester Plckman are already
making their promotion plans.
Phil Allaire, former manager of the Palace,
Torrington, who remained at that house after
Stanley Warner sold it to the Jacobson
brothers in a divorcement move, has rejoined
SW and is temporarily assistant manager at
the Strand, Hartford . Breslav,
ex-secretary at the Paramount branch, now
living in Miami, was a visitor here.
The Post Drive-In, East Haven, is the latest
ozoner to revert to a weekend schedule.
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BOXOFFICE :
: November 6, 1954 73

. . . RKO
.
. .
O N T R E A L
TJob Murphy, Montreal manager for Paramount,
arranged a preview of "White
Christmas" at the York Theatre for Monday
morning for exhibitors from all parts of
Quebec province, who were here to attend
the convention of Quebec Allied Theatrical
Interests, Inc. Murphy's invitations drew attention
to the fact "White Christmas" is
Paramount's first VistaVision production.
Mui"phy described VistaVision as a triumph
of photography, offering a much greater
clarity and depth and accuracy of focus. Al
TurnbuU explained the more technical aspects
of the process.
Bill Trow, president of Quebec Cinema
Booking and of Montreal Poster Exchange,
announced progress with installation of Cinemascope
facilities and of extensive alteration
work being done at his theatre, the
Cartier at Rimouski. Trow said "Les Enfants
de L'Amour," shown at his Capitol at Riviere
du Loup, broke all boxoffice records at the
four-year-old house. The Quebec Cinema
REVENUS ADDITIONNELS
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ADFILMS LIMITED,
77 York St., Toronto
official also announced installation of Cinemascope
was completed at the O'Connor
Theatre, Huntingdon.
Directors of Consolidated Theatres declared
a dividend of 10 cents a share on Class B common
stock, and 12 cents on Class A shares,
both payable December 1 to shareholders of
record November 1.
. . . C. S. Chaplin,
Ted Akinson, former manager for Cardinal
Films, has been promoted to general sales
manager for Alliance Films and Astral Film,
effective October 25. Jay L. Smith, Toronto,
president of Alliance, was here conferring
with Atkinson. Bob Johnson. J. Arthur Rank
manager, has taken over the distributorship
of Cardinal product here
Toronto, general manager of United Artists
of Canada, attended the premiere of "Operation
Manhunt" at the Princess Theatre here.
The premiere of the film story of Igor
Gouzenko was done to the accompaniment
of the customary popping flash bulbs and
roving spotlights. A raft of local celebrities
attended the premiere, which was under the
auspices of the Cancer Research Society .
"Fabian of Scotland Yard," the story of the
fabulous retired Scotland Yard inspector, distributed
by Astral Films, opened at the Kent
will soon release "Hansel and
Gretel" in Technicolor.
William C. Gehrlng, New York, general
sales manager for 20th-Fox, accompanied by
Arthur Silverstone, assistant sales manager,
and Pete Myers, Toronto, Canadian general
from every
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feature "contour forming" — your patrons sit in not on
these richly-upholstered chairs. Ask us about the new
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DOMINION SOUND EQUIPMENTS LIMITED
HEAD OFfrCE: 4040 St. Catherine Street West, Montreal.
BRANCHES AT: Halifax, Saint John, Quebec, Montreal, Ottowa, Toronto,
Hamilton, London, North Bay, Winnipeg, Regina, Calgary, Edmonton, Voncouver.
sales manager, were at the local office . . .
Bob Johnson of JARO, distributor of Cardinal
Films, and wife had an agreeable surprise when
some 200 friends joined in celebration of
their 25th wedding anniversary. The party
was held at the Montreal West Curling Club,
where a silver tea service was presented to
the happy couple.
. . . Mrs.
M. J. Isman, Empire Universal manager, reported
good fun on a fishing and hunting
expedition in the Baskatong area
Debi Gilletz, stenographer at Warner Bros.,
and her husband took an extensive motor trip
to Baltimore and New York City . . . Murray
Swiegman, general manager of Theatre Poster
Exchange, Toronto, was here arranging
demonstration of Tushinsky lenses . . . Many
exhibitors have installed CinemaScope and
stereophonic equipment in recent weeks, and
as a result a good number of them were
visitors to the film exchange to book for
films for their new facilities. Among them
were Aime Dionne of the Cartier Theatre,
Chicoutimi; the three partners in the Laurentien
at Mont Laurier, Omer Belanger. Gerard
Gauthier and Ernest Lapointe;- Nat Cohen
of the Crown, Brownsburg; Emile Ruffo, Cinema
Iberville of Iberville and of the Dieppe
Theatre, Montreal .South; L. Lacouture of
Sorel, operator of the Eden, Capitol and
Sorel.
Others on Filmrow: Tom Trow, Imperial of
Three Rivers; R. D'Amour, the Mackayville
Theatre, Mackayville; Gonzalgue Ti-emblay,
Capitol, Chicoutimi; Art Morency, manager of
the Cartier, Drummondville, owned by Henri
Tourigny and Eugene Godbout; L. Trottier,
Acton Vale; Billy Hall, manager of the
Rimouski's Cartier; Mel Lodge, the Myra of
Richmond, and Henry Lodge of the Lise of
Asbestos; Mr. and Mrs. Jacob of the Lyric,
Black Lake; Georges Champagne, manager
of a chain of theatres of Shawinigan Falls:
Phil Karibian, the Pine of Ste, Adele; Ed
Gauthier of the Rio, Sorel; Romeo Couillard,
Cinema Tache and Lafontaine of Montmagny;
M. Chartrand of Malartic, owner of
the Malartic and Royal, and Gaston Theroux,
Asbestos.
John Levitt, Columbia salesman, returned
from a sales trip in the Gaspe Peninsula . . .
Romeo Goudreau, Paramount, was on a sales
expedition throughout Quebec province, while
Jack Kroll of Warner Bros., also left for the
Gaspe coast ... Jo Oupcher, district manager
for IFDL, and Eloi Cormier, salesman, returned
from Quebec City.
The Seville Theatre cooperated with the
Amazing Randi in a Verdun Kinsmen Club
benefit show. Randi, who is trying to beat
Houdini's record (90 minutest in escaping
from a sealed coffin under water, gave a
demonstration at the Seville Theatre.
J. P. Desmarais of Cine France Distribution
said that a preview of "Mam'zelle
Nitouche." held at the Odeon projection room,
was well received. A cocktail party held in
conjunction with the preview attracted a good
crowd of exhibitors and others interested.
The film had its debut here at La Scala Saturday
C30) . . . Photographic tradeshow and
convention delegates were told that 1955 may
well represent a record-making milestone in
Canada's economic history by J. A. Davis,
manager of the DuPont chemical department
here . . . Robert Lewis of Ann Arbor, Mich.,
reported his firm had recently expanded to
Canada. The convention and show was a
three-day affair and 64 booths displayed
photographic equipment.
76 BOXOFFICE :
: November
6, 1954

. . . Bob
. . Painters
. . We
. . "Broken
Film and TV Workshop
Planned for Montreal
MONTREAL—William J. Singleton, general
manager of Associated Screen News, announced
that the first motion picture and
television workshop to be held in Canada
will be staged here December 6 through 8.
He said the workshop program will include
discussions, demonstrations and exhibits.
Representatives of advertising agencies, motion
picture and television producers, television
station personnel, government officials
and advertising and public relations executives
will attend.
Dr. A. W. Trueman, National Film Board
commissioner, will be the featured speaker at
the opening session Monday, December 6.
A. Davidson Dunton, chairman of the Canadian
Broadcasting Corp., will speak at the
second day session.
E. Fitzgibbons of Famous Players will discuss,
the third day, the operation of a private
television
station.
Singleton said that his firm is cooperating
with the Calvin Co. of Kansas City, Mo.,
originators of the workshop idea, in setting up
the three-day meeting here.
VANCOUVER
.
f^lark Gable was due here this week to join
his friend Garry Cooper on a hunting
trip. Both were expected to attend the film
ball Halloween night . . . Classifield as adult
entertainment by the British Columbia censor
board were Suddenly, The Egyptian,
House of the Arrow, Human Desire, Kill Him
for Me, Le Plaisir, The Naked Alibi, Mad
Magician, Paid to Kill and The Weak and
the Wicked are picketing the
new city hall and the reconstructed 1,000-
seat theatre at Duncan on Vancouver Island
McMillan, veteran projectionist, died
while on duty at the Odeon Olympia here.
He was a Canadian Picture Pioneer. He
was 73.
The Valley Drive-In at Creston is being
built in the Crows Nest Pass district by
Lloyd Johnstone, owner of the Tivoli there,
and Bill Tedford. It will be geared for 300
cars ... A checkup of the small situations
in British Columbia and the prairie provinces
shows the majority are too narrow for wide
screen and even less so for Cinemascope installations
. . . Roy McCullough has been appointed
manager of the western division of
Adfilms, Ltd., and will headquarter in Edmonton.
Clyde Gilmour resigned as Vancouver
Sun columnist but remains as critic
for the CBC network and MacLean's magazine.
. . Peter Jorgenson,
Harry Howard, manager of Theatre Equipment
Supply Co.. was in Kitimat in northern
British Columbia where he planned to build
a 35mm theatre in the mining town at present
serviced by 16mm .
film technician, w^on an appeal against a
four-year prison sentence for setting a fire
to his film studio in Vancouver's east end.
The crown alleged that Jorgenson started the
fire after he insured the plant for $400,000.
More than 150 women urged theatre operators
to offer a higher standard of films for
the younger set and commended the Parent-
Teacher Ass'n for its efforts to sweep crime
comics off the newsstands. The women were
at the Social Credit League convention in
Hotel Vancouver.
It is no secret that many of the smallseaters
have fallen on evil days. "They look
to be dying," is the comment in film circles.
Five have closed in the past year.
WINNIPEG
f^harlie Frankelson, 16mm salesman, returned
from a lengthy sales trip . .
.
Northmain Manager Mort Calof and wife
.
will leave for New York on a vacation when
the ozoner closes Lance" was
held over for a second week at the Met, and
"Seven Brides for Seven Brothers" at the
Capitol.
The football mania is taking a heavier toll
of suburban patrons than television. Tuesday
evening from 8 to 9 television is having
the same effect on patronage here as it did in
the States for several years when that was
Milton Berle's spot. Peak attendance at the
football stadium (18.000) coupled with a
good 60,000 listening to the game at home on
radio depopulates the silver screen houses . . .
A sign in the window saying, "Free Gas
Masks for the Kiddies on Saturday Matinee,"
caused the opposition house a block away to
post this in his window, "Thi.s Theatre Is
Air Conditioned . Don't Have to Give
Gas Masks to Our Patrons."
The Trebinl magic and hypnotism show,
booked by Joe Harris of Paragon Tlieatres, is
playing to SRO crowds in the prairie provinces.
Trebini has been invited by the CBC
television department to appear on its Pick
the Stars program in Toronto.
Jay L. Smith, president of Alliance Films,
confeiTed with local Manager Charlie Krupp
and Astral representative Sam Swartz. Alliance
has taken over distribution of all Astral
product here, and Swartz now operates out
of the Alliance offices in the Donalda block,
across the street from the Famous Players
offices . . . JARO Manager Phil Geller recently
became a grandfather.
Sunday Relief Shows
Pull Small Crowds
TORONTO—An interesting sidelight on
agitation in some quarters to relax Sunday
observance laws was the comment in the
Toronto Daily Star on the Sunday benefit
shows given at 21 local theatres for the relief
of hurricane sufferers. There was only a
fair attendance at most of the hou.ses. Jack
Karr, film critic of the Daily Star, wrote:
"One thing siu-prises some of the showmen
around town. Few of the movie houses were
filled for the Sunday evening performances.
In view of the often-expressed belief that, if
Sabbath movies were sanctioned here, the
theatres would be jammed to the roofs, this
has some eyebrows raised.
"The showmen are puzzled, though not altogether
displeased. Few of them are in
actual favor of the seven-day work week. As
who is?"
Total proceeds realized for the hurricane
relief fund from the collections at 18 theatres
of Allied Exhibitors of Ontario at the
Sunday night benefit shows totalled $5,275.
Three units of Premiere Theatres also participated
in the plan to bring the aggregate
donation to more than $7,000.
Another angle was the action of the authorities
at Vancouver in warning the organizers
of a Sunday show for Toronto flood .sufferers
that the performance would be a violation of
the Lord's Day act. The result was that the
advance sale of tickets on a donation basis
was stopped and word was sent to Toronto
that the development meant a probable loss
of $1,500 for the Ontario fund.
Strike Hurts Windsor
TORONTO—The prolonged strike of some
5,000 workers at the Canadian Ford plant at
Windsor is costing the community considerable
money, other companies supplying parts
One
and equipment having also closed down.
result is noted in the curtailment of advertising
space by theatres in the Windsor Daily
Star, obviously because of the situation there.
J. M. RICE & CO., Ltd.
202 Canada Bldg.
Telephone 93-5486
Winnipeg, Manitoba
10029 Jasper Ave.
Telephone 28502
Edmonton, Alberta
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Sole agents in Western Canada for Ballantyne Sound, Projectors, Drivein
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BOXOFFICE November 6, 1954 77

GOOD
. . Bill
. .
OTT A W A
Don Wedgewood resigned as manager of the
Towne Cinema, recently reopened with a
continental film policy, to become manager
of the Rialto, which has been acquired by
Robert E. Maynard. The Rialto, 524 seats,
also has adopted a class film policy. National
Theatres circuit sent Jack Boddam from Toronto
to take charge of the Towne Cinema.
Bill Cullum, manager of the FPC Regent,
has installed a wide-vision screen, which was
introduced with "Betrayed" . . . Three Ottawa
theatres, the Francais, Westboro and Rialto,
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\
teamed up for a day-and-date engagement
of "The Sinner," while Manager Prank
Gallop of the Centre also went "off-beat"
with a week's run of "Companions of the
Night," with attendance restricted to persons
over 17 years of age.
As a Halloween treat last Saturday, Manager
Art Knapp conducted a free afternoon
.'•how at the suburban Winchester under the
sponsorship of a local bakery firm, "The
Great Dan Patch" topped the program .
Manager Ernie Warren of the two Elgins was
busy with double openings, "The Naked
Jungle" at the Main Elgin and "Julius Caesar"
at the Little Elgin. P>revioi;sly, he had three
excellent weeks with "The Caine Mutiny."
Vincent Kelly, owner of the Empress at
Kemptville, was presented a gift by the
Kmghts of Columbus Council 485 in recognition
of his services. He is a former grand
knight . Williams has closed the Port
Elmsley Drive-In for the winter . . . Raymond
Levis, former manager of the Eastview here,
has been charged by police with breaking in
at the theatre where he no longer is employed.
No loss was reported . . . Clare Chamberlain
is still watching the people coming
into the Glebe Cinema for "Doctor in the
House," which has completed its sixth week
there.
Canadian Calendar
Full Nov. 22-27
TORONTO—The attention of the entire
Canadian motion picture industry will be
focused on Toronto the week of November
22-27 when the city plays host to a series
of conventions, meetings and a tradeshow
which will bring in representatives from every
phase of the industry.
The series of business sessions will start
Monday, Nov. 22, and the week will wind up
Saturday, Nov. 27, with the playing of the
Grey Cup All-Canadian East vs. West football
championship, which many of the film
delegates from all parts of the country will
attend.
The conventions are as follows:
Nov. 22—National Committee, Motion Picture Exhibitors
Ass'n of Canada, morning and afternoon.
Nov. 23—For the entertainment of industry representatives,
the Canadian Motion Picture Distributors
Ass'n tentatively has scheduled a luncheon.
Nov. 23—Toronto Variety Tent No. 28 will hold its
award dinner, to which the delegates will be invited.
Nov, 23-24—Motion Picture Industry Council of
Canada, two days.
Nov. 25—Motion Picture Theatres Ass'n of Ontario.
Nov. 25—The annual luncheon of the Motion Picture
Theatres Ass'n of Ontario will be held with
out-of-town visitors as guests.
Nov. 25.—The Canadian Picture Pioneers will
hold its annual award dinner to honor the Pioneer
of the year.
The convention headquarters will be the
King Edward Hotel, where all annual meetings,
noon luncheons and the tradeshow
will be held.
The second annual trade exhibition, sponsored
this year by the Motion Picture Industry
Council of Canada instead of the Ontario
Theatres Ass'n., will be presented on the
three days, Nov. 23-25, under the management
of Gerry Fitzgerald who had charge
of the 1953 display.
The key man for hotel reservations and
other details is Arch H. Jolley, executive
secretary, Motion Picture Theatres Ass'n., of
Ontario, 21 Dundas Squai-e, Toronto 1, Ont,
Jean Simmons in Musical Role
Jean Simmons will portray her first musical
role as a top cast member of Producer
Samuel Goldwyn's "Guys and Dolls."
TORONTO
'The Guelph Theatre Managers Ass'n raised
$505.50 for Toronto's Variety Village from
a benefit show. F. G. Doney of the Royal
and Ken Davies of the Guelph Odeon presented
the proceeds to Chief Barker W. A.
Summerville here . . . Formerly operated by
20th Century Theatres, the Columbia at St.
Thomas, a 510-seater, has been reopened by
Harry McLean after being dark for some
weeks. In earlier years the theatre was
operated by the McLean brothers.
B, B. Borbidg-e, who owned the Granada
Theatre building in St. Thomas, died after
a long illness . . Charles Stephenson of
.
Toronto will be honored at the Canadian Picture
Pioneers banquet. He started in the
amusement field 60 years ago when he sold
song sheets in theatres, later going into
vaudeville and finally the film industry. He
is credited with having brought out Beatrice
Lillie in a theatre at Cobalt, a booming mining
town . . . Manager Miller got three weeks
out of "The Green Scarf" at the Cinema in
Hamilton after it ran four weeks at the
Towne Cinema here.
Barry Camon of the local Hyland is getting
ready for the premiere of JARO's "Romeo
and Juliet," although the date is yet strictly
George Petc-s, former Odeon
tentative . . .
manager who became CBC radio program producer,
staged an international variety show
featuring Tommy Dorsey at the Royal Alexandra
Elaine Stewart of
November 1-4 .. . Hollywood wound up her appearances in
behalf of "Brigadoon" at Loew's by posing
with Toronto Argonaut football team before
Saturday's game at Varsity field.
Mrs. J. A. McCuUoch has offered the Royal
George, 498 seats, for sale. The theatre, located
at 1217 St. Clair Ave. West, was long
operated by her husband . . . John Davis,
J. Ai-thur Rank executive, is expected to be
here about the time of the industry convention
this month.
George Forhan jr. celebrated Canada's observance
of Thanksgiving Day, which falls
on the second Monday of October, by running
a special morning cartoon show for the
kiddies at the Capitol, Welland, Ont. The
holiday feature included a "wild west" show,
and proved a boon to busy mothers at home
preparing turkey dinners as a matron acted
as "babysitter" to younger children.
Manager Bill Burke of the Capitol Theatre
in Brantford, Ont., netted a three-column
art break in the Brantford Expositor as a
result of a thoughtful public relations gesture.
Burke invited prominent local W'omen
connected with the Red Feather drive to see
a short on Community Chest activities entitled
"The Red Feather Story." The newspaper
had a staff photographer snap a picture
of Burke greeting his guests at the premiere
of the short, and included the cut on
the front page of their second section.
'Wood' at Seven Day and Dale
TORONTO—After a lapse. Famous Players
Canadian Corp. went back to its Show of the
Week with "Knock on Wood" at seven units
around town—the Alhambra, Beach, College,
Palace, Parkdale, Oakwood and Runnymede.
"The Seekers," a J. Arthur Rank feature, had
a splash premiere at five Toronto theatres,
comprising the Fairlawn. Danforth, Humber
and Colony of the Odeon chain, and the independent
Savoy downtown.
78 BOXOFFICE November 6, 1954

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BOXOFFICE :: November 6, 1954

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BIGGER BOXOFFICE-GREATER PROFITS
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The MODERN THEATRE SECHON

NOVEMBER 6, 1954
!i.M
m THIATI.
o n t n t
Remodeled Restrooms Win Patron Favor Haviland F. Reves 8
Carpeting is a Major Investment— Keep It Clean to
Prolong Its Life 12
Moke Restrooms "Homelike" in Cleanliness 14
Don't Let Profits Dribble Away From Leaking Fixtures 15
Wilby-Kincey Updates a Tennessee Theatre of the 30s Roy Elkins 18
The Big-Ticket Concessions Item Catches On 23
1955 Venders on Parade 24
Develop Double Cross Hybrid
Popcorn With Superior Flake
for Confections 26
Pushbutton Popcorn Processing Plant Utilizes All
Automatic Equipment 28
Small-Town Exhibitor Expects CinemaScope Investment Will
Pay Off Before Two Years 30
Answer Not Always in Books Wesley Trout 33
An Aura of Newness Given to Old House Frances Clow 40
Detroit's Jolly Roger Is Full-Rigged 42
The Do-lt-Yourself Trend Reaches the Drive-ln Theatre Exhibitor... 46
Theatre Maintenance Questions and Answers Dave E. Smalley 48
DEPARTMENTS:
Refreshment Service 23 Drive-in Theatres 42
Projection and Sound 33
New Equipment and
and Developments 49
Readers' Service Bureau 35 Literature 51
Advertising Index 36 About People and Product.. 52
ON THE COVER
Spotlights over the mirrored vanity bar in the powder room of
Denver's new Centre Theatre provide direct illumination without
glare where it is needed. Luxurious carpeting by Alexander Smith
adds to the richness of the decor.
It IS doubtful if there is any
otlier phase of theatre operation in
which the exhibitor has a greater obligation
to his patrons than in the matter
of sanitation and safety. As a good
host, he will provide comfort, glamor
and entertainment—his stock in trade
—and he must also use every modern
means to prevent the spreading of
germs or the possibility of danger to
patrons in the event of fire.
Fire safety in the theatre embraces
many things. Basic, of course, is fireproof
construction which should be a
"must" in the case of new theatres.
Even older theatres can reduce the
hazard of fire spreading by the use of
certain types of insulation.
For all theatres,
there are available fireproof
fabrics for draperies, porthole fire shutters,
panic doors and illuminated signs
to mark exits. There are also various
types of fire extinguishers for specific
kinds of fire, and the right kind should
be placed where needed in case of fire.
Each theatre manager should set up
a definite program to be followed in
case of fire, and each employe should
be instructed as to what he should do.
Periodic fire drills with personnel
should also be carried out.
A maintenance program which
covers both daily and periodic cleaning
tasks is the major key to sanitation.
Germs cannot breed in the light
of cleanliness.
This applies to all areas
of the theatre and all furnishings.
According to one circuit executive,
if the staff keeps the restrooms clean
the rest of the house is usually in good
shape. Good restroom maintenance begins
with installation of the right kind
of equipment and easy-to-clectn walls
and floors. Given these, cleanliness is
maintained by thorough daily cleaning,
frequent attention by the porter,
and inspection after every showbreak.
I. L. THATCHER, Managing Editor
The MODERN THEATRE Section of BOXOFFICE is included in the first issue of eoch month.
Editorial or general business correspondence should be addressed to Associated Publications,
825 Van Brunt Blvd., Konsos City 24, Mo. Eastern Representative: A. J. Stocker, 9 Rockefeller
Plaza, New York 20, N. Y.; Central Representatives; Ewing Hutchison and E. E. Yeck, 35
East Wacker Drive, Chicago 1, III.; Western Representative: Bob Wettstein, 672 South
Lafayette Pork Place, Los Angeles 5, Colif.

—
SANITATION AND SAFETY
REMODELED RESTROOMS WIN PATRON FAVOR
Theatres Cannot Afford
To Offer Less Quality
Accommodations Than
Patrons Have at Home
By HAVILAND F.
REVES
When the great American public
comes to the theatre, it expects not only
entertainment—but service—and that extends
to the humblest routine details of
house operation—restrooms, for instance.
Here is a field where theatres have literally
gone from the sublime to the ridiculous
—from the super-streamlined accommodations
offered in a few theatres to the distinctly
inferior type offered by far too
many exhibitors.
The motion pictures offer an entertainment
value which may last from two to
four hours, barring repeats. During the
period that people are patrons of the glamorous
theatre, the exhibitor must be prepared
to cater to their comfort—not only
in basic hygienic requirements, but likewise
in the type of accommodations offered
—they must match the appeal of the theatre
Itself.
PATRONS ACCUSTOMED TO QUALITY
Essentially, modern sanitary requirements
of a theatre no longer can be based
upon minimum requirements. With so
many hundred potential patrons, the
house will require so many accommodations
for men and so many for women. The
statistics, which must be used by the architect
in the design of the building, must be
appropriately right, or the exhibitor will
find himself in trouble—but the requirements
go far beyond bare statistics. They
must likewise take into consideration the
essential point, that patrons are accustomed
today to quality type sanitary accommodations
in their homes and the homes of
their friends—and the theatre as the essential
temple of glamor cannot afford to be
in any degree behind what the home offers.
A TYPICAL EXHIBITOR
To understand the requirements of today's
public, a thorough study of the operation
of a local unit of a modern national
circuit will help the average exhibitor to
assay carefully the significance—and value
to his customers—of his sanitary facilities.
In United Detroit Theatres, operating 17
houses ranging from first to subsequent
run, the picture of the typical exhibitor
may be studied, backed by the availability
of counsel upon specific operating problems,
possible through a national circuit.
UDT has recently completed the remodeling
of restrooms in two of its theatres—the
Cinderella, a neighborhood house, and the
When United Detroit Theatres remodeled the Cinderella Theatre special attention was given to
the men's and women's restrooms, both of which are tiled. This powder room, off the ladies' restroom,
features an extensive mirror framed in cream-colored scrollwork above the vanity counter.
The cosmetic stools have a cream finish and are upholstered in red velour.
Palms, a first run downtown theatre. Procedures
were different but comparable
and each reflects the modern trend in theatre
restroom design, in a circuit where the
theoretical optimum is necessarily controlled
by the practical requirements which
the traffic in each case will bear.
B^ch job was a complete remodeling, as
far as the restrooms were concerned, with
everything that had been in before taken
out, right down to the floor. New floor
and wall tile, new bowls and toilet fixtures,
designed essentially to match or blend with
the basic tUe Installation, were keynotes
of the program, each designed to a specific
theatre pattern.
The Cinderella is a de luxe neighborhood
house of the 20s, which was given a major
remodeling program (see Modern Theatre
Buyers Directory and Reference Issue, Nov.
21, 1953), in which the simple revamping
of the washrooms played a prominent part.
This job was completed a year ago and
has been well received by the public
typical of what the modern neighborhood
house can offer its customers in a planned
program to retain—or regain—business.
In the men's room, sand color was used
as the key color, in floor tile and in sidewall
tile up to the seven-foot level. Toilet
bowls and washbowls are in the same basic
color, only a little lighter. Two different
shades of tan are apparent in the floor
tile patterns, and brown, keyed by the
sand, in checkerboard type design. On the
wall, the brown theme is carried out by a
band of tile, two inches wide, at the top of
the tile area. Above this, the wall and the
ceiling are painted in a tan color to complement
the tile.
The outer room of the men's area, which
is designed as a smoking area, is finished
in a complementary design. The flooring is
finished in a plastic tile in a sand color,
with a border of light brown tile around
the room. This area is satisfactory from
the standpoint of providing excellent resistance
to wear—but the plastic tile has been
found to have a serious disadvantage for
a smoking room, since patrons tend to
throw the remaining end of a cigaret upon
it, and it is subject to burning accordingly.
A GLAZED TILE
BENCH
Unusual feature of this outer room is
the provision of a bench along the wall
which provides a place for the patron to
sit down. This is constructed simply of
cement, and is covered with glazed tile in
sand-colored wall tile to match the washroom.
This provides a comfortable space
for male patrons to relax on their visits to
the washroom and enjoy a smoke. (Smoking
is not allowed in the auditorium, foyer,
or inner lobby of Detroit theatres by fire
marshal's regulation. >
The bench is placed along one long side,
the only area where it is easily located in
this room because of space requirements,
and eliminates any need for special furniture
in the room very efficiently.
The ladies' room at the Cinderella has
been given a similar treatment, but with
different decor. Two complementary
8 The MODERN THEATRE SECTION

—
—
shades of coral are used on the wall and
floor. The fixtures installed here are in
the lighter shade of coral.
The outer or powder room is differently
designed likewise, to meet the feminine
taste. The major wall area is completely
covered by the installation of a large mirror,
fully equipped for the ladies' needs,
and with benches and stools in front for
Directly opposite this mirror
makeup use.
and bench installation is a large mirror,
four feet wide and six feet high, which was
removed from the lobby of the theatre during
the remodeling process. The room is
carpeted in the standard carpeting used by
this circuit, a deep red conventional design,
and has plastered walls and ceiling, painted
in the same two shades of coral as the
inner room.
COST FIGURES OF INTEREST
This remodeling is typical of what the
de luxe neighborhood house can do to increase
patron comfort in this area. For
that reason, cost figures are of especial
interest. Total cost of the job on the washrooms
for the Cinderella is figured at $9,000.
This included the obvious major item of
plumbing, $4,500: tile work costing $2,500;
and $2,000 of miscellaneous work. The wall
tile, floor tile and plumbing jobs were let
oui by the circuit to outside contractors,
and the balance of the work was performed
by its own maintenance staff.
An installation that proved of especial
interest at the Cinderella were electric hand
driers. These also have been placed in the
Broadway-Capitol Theatre, an all-night
first run downtown house, and probably
will be added In other houses of the circuit
as conditions permit.
"They keep the restrooms a lot cleaner,"
says Malcolm W. (Mickey) Rose, UDT
supervisor in charge of theatre operations.
ELECTRIC DRIERS ARE LIKED
Essential reasons for the drier installations
are that they enable the staff to
keep the washroom in much cleaner condition
and, public acceptance. The nuisance
of having loose paper around is largely
ehminated—and, despite careful preparations
to meet public requirements, too many
patrons will tend to throw paper towels
upon the floor or throw them down toilet
bowls which are not designed to handle
this heavy grade of paper. The result may
be a stoppage which could prove very expensive
for the theatre.
"It is cheaper," Rose adds, "and the public
likes it very much. Our electric bills
have not gone up any appreciable amount."
While this circuit has not taken detailed
tests, figures available through service
companies on the operation of electric
hand driers indicate that, with a special
meter on the line, added costs of electricity
for the meter installation have not been
significant.
At the Palms, a major first run house,
somewhat different conditions prevail,
since this is an all-night house, closing only
Continued on following page
Close Inspection of Restrooms Is Essence
Of Effective Maintenance Control
Maintenance of restrooms is an imperative
object of constant attention in
theatres. Fine, new, modern washrooms
in many houses will be wasted if untidy
conditions are allowed to occur
through careless housekeeping.
Basic inspection should be made before
opening time by the manager or
the assistant. Then a member of the
management staff should have the duty
of checking the restrooms after at least
every show break—oftener, if possible.
At closing time, a general check needs
to be made of the restrooms, to see that
all people are out and the rooms in
condition to close for the night.
City managers should make a personal
check of the restrooms when they visit
each theatre on their regular rounds.
RESTROOMS ARE KEY
If the staff keeps the restrooms clean,
the rest of the house is usually in good
shape.
The actual cleaning job in the theatre
usually is done by the porter in larger
houses, or by an assigned member of the
staff in smaller ones. Procedure varies
from house to house, and even considerably
from time to time at each
house—governed by the requirements of
use. The basic rule is that the restrooms
simply must be kept in thoroughly acceptable
condition at all times.
Washbowls and toilet fixtures always
must be kept clean, and the porter
should go in frequently during each
show, to check on condition. If business
is fast, he should practically live
there. Basic tools of his trade necessarily
will include the traditional pan,
broom, rag, and scouring powder.
For the general cleaning tasks, materials
will differ, according to the construction
of the room. Tile walls and tile
floors require entirely different treatment,
for instance, from asphalt tile
floor covering and rough plaster walls.
A considerable variation of conditions
is found in some theatres, and it is
up to the man in charge of maintenance
to see that the porter is supplied
with the right utensils and supplies.
ODOR CONTROL IMPORTANT
Control of odors is very important
and often very difficult. Strong deodorants
should be avoided because they
tend to defeat their own purpose by
creating a smell too definitely associated
with the restroom.
Lamps for deodorizing, hung from
the ceiling, have been used with some
satisfaction. The odorless type of deodorant
is definitely preferred.
For customer convenience, liquid hand
soap is often preferred. This has been
believed to
used for many years, and is
be handier than the alternatives available.
However, small cakes of soap have
been used in some theatres. The experience
with cakes has been quite satisfactory,
evidence that both liquid and
cake soap are acceptable in actual operation.
A close inspection of the restrooms is
the essence of maintenance control. In
larger houses, a special form is often
provided, as part of the regular operating
routine, which the matron or
porter is required to check off, showing
that the various restrooms have been
inspected every half hour. In the larger
houses this formal control is practical,
but it is usuaUy not felt necessary in
Ti)is is a section o/ (he somen's restroom in
the Cinderella. Clay coral tile surfaces the
walls, ntaking maintenance easy. Coral fixtures,
including the perfume vender, were installed.
smaller neighborhood theatres. Instead,
the responsibility for seeing that a similar
standard of checkup is maintained
is laid right upon the managerial staff,
delegated as circumstances permit.
Attractive appearance is essential to
the modern restroom. This is gained in
the first place by the installation itself
—colors that are neat and attractive
units and materials that are easy to keep
clean—and in the second place, by the
standards of maintenance observed.
The restroom is very important in the
theatre. A patron's impression of the
restroom may be the biggest impression
he gets of the theatre. It must be clean,
and sweet-smelling.
BOXOFFICE :: November 6, 1954

REMODELED RESTROOMS WIN
FAVOR
Continued from preceding page
for a few hours in the early morning to
allow the maintenance crew to work. Here
the remodeling was performed, a little before
the Cinderella, with somewhat similar
decor adopted, revamped to suit the special
needs of the house.
In the men's room, the wall tile is in
maroon, the floor tile in a complementary
pink color blending with it. White rather
than colored bowls and fixtures were selected
for this heavy-duty installation.
The outer room of the men's area is a
little different however. A similar bench
of concrete was installed across the major
wall area, providing smoking and relaxation
comfort for patrons. Matching tile flooring,
similar to that in the washroom, was installed,
but a different wall treatment was
adopted. Instead of tiling the walls to
approximately seven-foot height—an important
item of design in the other installations
cited, the circuit decided upon rough
plastered walls here. Earlier experience
with considerable marring of walls by people
writing upon smooth plaster was one
important reason for this changeover. Another
was that the rough plaster gives a
distinctly more solid, less bare, look than
would a wall of smooth plaster.
In the ladies' room at the Palms, both
walls and floor were finished in a matching
tan, and the upper walls and ceiling
finished in a somewhat lighter shade of
tan, upon a smooth plaster area.
In the outer or powder room, mirrors
New tt^eatres plan for patron comfort in t/ie designing stage. This handsome men s lounge is in the
Centre Theatre in Denver which was opened recently. The sofa was built in, and an outdoor mural
paper is used on the wall. Walls and floor of the restroom are tile.
have been installed upon three walls, with
chairs and benches in front, providing
maximum accommodation for feminine
patrons. Flooring is of asphalt tile, with
alternating blocks of deep red and gray.
The upper wall and ceiling of this outer
room are in an off-white.
Two-tone tile is used in a pink pattern and neat, white fixtures offer an attractive contrast in the remodeled
women's restroom at the Palms Theatre in Detroit.
I
Cost of original installation is no point
to start saving, according to Rose.
"There is no economy in buying something
cheap," he says. "It will deteriorate
fast, and you will run into trouble. We
usually can count on experiencing much
trouble with restroom fixtures, on account
of the hard usage given them—and whenever
we have worked on them, we have
bought the best we could get.
"We depended partly on the plumbers'
recommendation, and partly on our own
men, including engineers, who had had a
lot of experience, in making the selection."
When it comes to the number of units
to be installed, the basic ratio usually is
determined by the architect in the original
construction, and Rose frankly admits no
magic secret that will alter it. However,
the objective of increasing the number of
units to provide greater public convenience
whenever it is possible is kept in mind.
ACHIEVED
COMPACT INSTALLATION
For instance, when both the Palms and
the Cinderella remodeling jobs were done,
it was figured out that an extra urinal
could be provided, simply by switching to
a different type of fixture which allowed
a more compact installation to permit this
added unit. In any busy theatre, the
washroom facilities may be taxed to
capacity at times, and any method that
will help to eliminate this problem should
be taken.
The unusual in fixtures is not favored
here. Perhaps a basic reason is that the
public tends to be conservative, especially
in matters affecting washroom use, and it
is up to the exhibitor to cater to this taste
preference.
Continued on page 12
10 The MODERN THEATRE SECTION

?
.
«*'
ERST
Now Renamed
"•»

—
—
Helpful Tips on Proper Care of Theatre Carpet
Carpeting Is a Major Investment-
Keep It Clean to Prolong Its Life
Regardless of how often and carefully
wool carpeting is cleaned, it is sure to
absorb a certain amount of soil, which
naturally causes a slight change in the appearance
of the fabric. This soil is due
partly to the dirt which is carried onto the
carpet by foot traffic and not thoroughly
removed by every-day cleaning, and partly
to the dust-laden air which is natural
gray in color. This dust wOl begin to
collect on your carpet the day it is laid.
DIRT PARTICLES CLING TO FIBERS
Even with daily and weekly care, light
colors will probably become soiled. This
is serious when light colors are used where
traffic is heavy, or where the air contains
large quantities of greasy soot and dust
from home furnaces and industrial plants
which burn coal. The grease and tar content
of these dirt particles, often as high
as 10 per cent, cause them to cling tenaciously
to the pile fibers, and even daily
use of an electric cleaner will not remove
all of them.
This grease-laden dust may cause some
discoloration in light colored carpets. For
instance a delicate rose carpet, as it becomes
soiled, will gradually lose its rose
tone and change to a neutral taupe shade.
A light blue carpet may change to a dull
gray-green. Such apparent loss of color
often causes alarm, because it is mistaken
for permanent discoloration or fading.
However, the original color and tone can be
restored by professional dry cleaning or
shampooing. Cleaning of this type is the
only remedy for such a condition.
DAILY
AND SEASONAL CARE
The care and maintenance of wool floor
coverings can be broken into two classifications:
daily care and periodic or seasonal
cleaning.
Daily care should include the use of a
vacuum cleaner on each carpet, particularly
in frequently traveled areas and near
street entrances. This is very important
since dirt and grit, unless removed, will
work down into the back of the floor covering
and with continued grinding, may cut
the threads and materially shorten the
life of the carpet. A soft bristle broom
also can be used—but a word of caution
Do not sweep in a harsh manner. If you
do use a broom, sweep with a light touch
and always sweep with the pile.
The daily vacuuming also will guarantee
the elimination of moth eggs and all forms
of insect life that thrive on animal fibers
like
wool.
Periodic care and cleaning consists mostly
of maintaining the general surface appearance
of the fabric. It would include
any needed repairs to the carpet, plus a
yearly cleaning by a professional cleaner.
In the intervening period, though, It
might be necessary to brighten the pile
surface which may have become soiled or
discolored. This can easily be accomplished
by the use of organic solvents, such as the
common, quick-evaporating cleaning fluids,
without damage to the fabric or colors. The
theatre, however, should be well ventilated
so that the vapor from the fluid is removed
immediately.
Absorbent powders may be used effectively
for surface brightening. Cleaning
materials of this type have an important
advantage over fluid cleaners. They do not
leave a ring and therefore, the contrast
between the cleaned and uncleaned portions
of the carpet is less noticeable. Soap
solutions are to be avoided because of
slow drying and the deposit of residual
fats which tend to collect dust rapidly.
However, soapless lather solutions have
been used very successfully. Ammonia
solutions may change or remove colors and
are to be avoided.
ACT QUICKLY ON SPOTS
Many spots can be removed without too
much difficulty, but—you must act
promptly. Once spots have "set" they are
very hard to take out. The most common
method of removing grease or spots of
similar nature is through the use of carbon
tetrachloride or a soapless lather cleaner.
Saturate the spot with the cleaner and
then sponge with a clean absorbent cloth.
Best results can be obtained by working
from the outer edge to the center of the
spot.
If soft drinks are spilled on the carpet
immediately apply plenty of fresh, clean,
cold water and squeeze it as dry as possible
with a clean cheesecloth. If you
don't get it all out the first time, repeat
the process. Be sure to rub with the pile,
not against it.
Try to remove bloodstains before blood
Dampen stain with cold water, then
dries.
sponge with a salt solution of one-half
cup of salt and one quart of lukewarm
water. Do not use hot water, as it will
set the stain.
Chewing gum is best removed by saturating
the spot with carbon tetrachloride.
Let stand for a few minutes to soften. Remove
gum carefully with a dull knife, then
remove remaining traces with carbon
tetrachloride.
The carpet cleaning recommendations presented
here ore excerpts from a booklet titled
"Keep It Clean," published by Mohawk Carpet
Mills,
Inc.
If mud has been tracked into the theatre
allow the mud to dry and it wOl brush off
completely, as a rule. However, if not, use
a sponge with warm water, then rinse
thoroughly and carefully with clean, warm
water.
Occasionally lighted cigarets, cigars or
live ashes may be dropped on theatre carpet.
Unlike many other materials, wool
will not burn with a bright flame, it wUl
only smoulder and char. This causes a
hole in the surface which can easily be
repaired by sewing in new tufts.
REMODELED RESTROOMS WIN
FAVOR
Continued from page 10
The new and the unusual also create
another problem—people are unfamiliar
with them, and if there is some mechanical
involvement, it may cause puzzlement, embarrassment
or serious trouble. People may
not understand how to use a mechanism
that is too complicated—and may unintentionally
put it out of order in trying
to use it properly.
An interesting experience is that with
the one ladies' urinal installed in the circuit.
This was in the Bloomfield Theatre,
a suburban house, when UDT took it over
and it is still there, functioning with reasonable
satisfaction. But the matron and
other staff members have reported various
times that feminine patrons have beheld it
in wonderment and frankly asked them
what it was for.
Because of the obvious lack of general
acceptance by the women of the area,
further installations are not planned.
Doors on the seat compartments are a
"must" with UDT. While some theatres
have felt they are unnecessary and an
added expense—or possibly may create
further problems, delaying traffic at peak
hours—this circuit feels that this little
added satisfaction of privacy given the
customer is well worth the trouble and expense.
New Lamps for Smith Drive-ins
The Phil Smith Management Corp. has
contracted for installation of RCA Wide-
Arc screen lamps in 14 drive-in theatres
located in eight states, according to an
announcement by the engineering products
division. Radio Corp. of America.
The RCA Wide-Ai'c lamp may be used for
widescreen, 3-D and drive-in projection and
with any type of theatre projector, according
to A. J. Piatt, manager, RCA theatre
equipment field sales. It is designed to
provide the brilliance necessary to light
oversize, wide-film outdoor theatre screens,
and features a 16-inch-diameter reflector,
special cooling device, and a foolproof feed
mechanism with rotating motion of the
positive carbon.
Each of the 14 Phil Smith drive-in theatres
will be installed with pairs of the new
lamps.
12 The MODERN THEATRE SECTION

'A
>:•,*< J
V •
PROJECTION ARC LAMP
Be sure to get the lamp that is readily adaptable to all types of modern screen presentation.
NAnONAL
excelite'
National's Reflect-O-Heat unit permits the great increase in volume of light at the mammoth
new screens, without a corresponding increase in heat at the aperture.
The Automatic Crater Positioning Control System insures that both carbons are so fed as to
maintain a correct arc gap length and to keep the position of the positive crater at the exact
focal point of the reflector. Thus, throughout the presentation, the screen light is always of
the same color,
without variations from white to either blue or brown. The projectionist is
accordingly freed from the necessity of constantly supervising the arc so that he can devote
himself to the care of other technical features of projection which are not on an automatic
basis and which require continual attention.
The arc is stabilized by a stream of air which maintains a prescribed system of ventilation
of the area surrounding the arc. This air jet prevents the hot tail flame of the arc from reaching
the reflector, supplies enough oxygen so that no black soot is produced, and keeps white soot
from collecting on the reflector in such quantity as to absorb heat which would cause breakage.
Um't construction permits easy removal of the elements for inspection in servicing.
m
DISTRIBUTED BY
••THERE'S A BRANCH NEAR YOU"
A SUBSIDIARY OF
GENERAL
PRECISION
EQUIPMENT
CORPORATION
BOXOFTICE November 6, 1954 13
if

I
wood,
:
MAKE RESTROOMS HOMELIKE' IN CLEANLINESS
Sanitary Association Offers Specific Instructions
on Care of Toilet Facilities,
Patrons Will Respect the Properly Maintained Tfieatre Restroom
"There Is Absolutely No Place Like
Home" is a slogan featured by the National
Sanitary Supply Ass'n which points
out "the more 'homelike' we can make
toilet rooms, the more careful will be the
user." The association has prepared a
bulletin board poster on methods of cleaning
toilet facilities, and the instructions
printed here, together with the illustration,
were furnished by the association. Copies
of the original poster may be obtained
from local supplier-members or from the
association headquarters, 139 North Clark
St., Chicago 2, 111.
The illustration below is the key to the
lettered directions.
Maintenance of toilet bowls is described in the
accompanying article under the letters duplicated
here to point out the various areas.
A. SEAT AND COVER
The toilet seat and cover may become
cracked, chipped and pitted. Rough treatment
is responsible but lack of proper
maintenance procedures is the reason for
the rough treatment. A clean toilet receives
better care from patrons. A dirty,
uncared for, toilet invites continuous costly
misuse. Cracks and pits in toilet seats
provide excellent breeding grounds for the
growth of bacteria. Such seats should be
replaced with new ones.
All toilet seats should be washed at least
once a day with hot water and neutral
cleaner. An odorless disinfectant should
be included in the cleaning solution. Rinse
thoroughly. Wipe dry and leave both seat
and cover up to facilitate complete drying.
B. THE TOILET RIM
The rim of the toilet must be cleaned
frequently and guarded against rough
treatment. Striking of buckets and pails
against rim while emptying will cause dam-
age. Also, screws of worn bumpers will
scratch and discolor the rim at their points
of contact, providing additional breeding
places for bacteria. Replace worn seat
bumpers as soon as discovered.
If the top rim of a toilet is dirty and uncared
for, the underpart of the rim will
certainly be in very bad condition. The
uncared for under rim of the bowl is the
chief starting point of stains and odors.
Encrustations also plug up the flush holes
and prevent complete flushing. Daily
brushing under the rim is necessary to
prevent accumulations of filth.
C. METAL PARTS, RUBBER BUMPERS
A great mistake is made if metal parts
of the toilet are not included in the cleaning
program. Dirty hinges, flush handles,
pipes, screws and bolts, take away the
beauty of an otherwise clean toilet.
Between the hinges, around the dirty
floor bolts, etc., are excellent breeding
places for bacteria. Dirt and dust collect
on these metal parts and discoloration
and odors quickly follow. Patience is required
to bring back the shine and sparkle
of dirty metal parts. Once cleaned and
shiny, they are easily maintained by daily
wiping and a once a week polishing.
Note: Flammable polishes and cleaners
are dangerous since static electricity may
be generated when rubbing metal parts.
D. THE TOILET BOWL
(Inside and Outside)
Toilet bowls frequently become stained
and waterlined. In many parts of the
country mineral hardness of the water Is
responsible for this. But, everywhere, the
condition can be prevented by thorough
daily cleaning.
A carefully selected bowl cleaner will
help remove stains already present. Daily
cleaning with a mild cleaner and odorless
disinfectant will help prevent further stain.
All of the outside of the toilet must be
cleaned daily, front, side and rear. Hit or
miss cleaning techniques always "miss"
the back of the outside bowl. This hidden
rear area, an important source of odors,
must be specifically included in your cleaning
plan or it wOl offset the good of your
effort.
E. FLUSH TANK
The flush tank is often the cause for
stains which occur in the toilet bowl. Very
often, the only time the flush tank of a
toilet is examined is when some plumbing
breakdown occurs. For a clean, sanitary
toilet, however, it is necessary that the
flush tank be checked regularly.
Once a week the flush tank should be
cleaned by turning off the water going into
the tank, flushing, and then wiping the
bottom and sides with brush and mild
cleaning solution. Turn the water on, wait
till the tank fills, then brush to rinse, flush
once more.
F. PASSAGE AND TRAP
Uncleaned passages and traps can be
the start of plumbing troubles.
Encrustations and filth collecting in the
passage and trap are the worst source of
odors.
Harsh acting cleaners are sometimes
necessary to remove encrustations but once
cleaned, the trap and passage may be
maintained very easily by merely wiping
daily with soft brush or cloth.
G. FLOOR AREA AROUND TOILET
The final step in every toilet cleaning
operation should be the cleaning and drying
of the floor area around the base of
the toilet bowl. Damage to the floor area,
the hazard of users slipping, odor development,
bacteria, and also attraction of insects
and rodents are some of the results
to be expected if the floor area is not clean
and dry at all times. Porous floorings
cement, etc.) should be properly
sealed. If a tile flooring has been set
around the base of the toilet, be sure there
is a proper seal between the base and the
tiles immediately surrounding the base.
A Checklist for Weil-Kept
Theatre Restrooms
Here is a brief list of some of the most
important items to check in theatre
restrooms
1. Are there plenty of soap dispensers?
2. Are they working properly, fast and
free-flowing?
3. Is soap used fast-acting and easy on
the hands?
4. Are there plenty of towel dispensers?
5. Are there ample mirrors? Ai'e they
kept clean?
6. Do toilet seats need replacing? If
cracked or pitted, they do.
7. Are seat covers in stall?
8. Are stall partitions, door handles
and other metal parts cleaned each
day?
9. Is restroom properly ventUated?
10. Are ventilators and radiators clean?
11. Is a proper deodorant used?
12. Are toilet paper holders clean and
functioning properly?
14
The MODERN THEATRE SECTION
I

:
—-
DON'T LET PROFITS
DRIBBLE AWAY FROM
LEAKING FIXTURES
Preventive Maintenance Pays Off
By WILLIAM E. KRAMER*
If you're having plumbing troubles,
chances are they are due to one of three
reasons
1. When your theatre was built, not
enough thought was given to proper selection
of the type, placement and number
of fixtures best suited to theatre needs.
2. Your plumbing has been abused and
improperly maintained.
3. A combination of both of the above,
PLUMBING A TOUGH' ITEM
Quality plumbing doesn't just "wear out"
in the usual sense of the word. Actually,
plumbing is about the toughest item in
your theatre. Pi'operly cared for it will
last indefinitely. But abuse and poor
maintenance practices will result in higher
maintenance costs and needless repair bills.
Obviously, one cannot be an expert in
every field. Many theatre operators are not
acquainted with the ABC's of plumbing.
As a result, their plumbing suffers from
improper care,
Pi'oper maintenance of plumbing is not
difficult. All that is required is familiarity
with a few simple facts, both on the part
of the theatre operator and on the part of
his building maintenance and cleaning
staffs.
BRILLIANT
LUSTER CAN LAST
No doubt you have often noted the brilliant
luster of a new plumbing fixture.
That siu'face is the same type of glassy
hardness you find in a quality mirror. And
it will last just as long as a mirror, provided
it is treated properly.
It's impossible to repair a fixture whose
appearance has been ruined by abuse and
Improper cleaning. The only solution is to
Install a new fixture. Once this has been
done, you should take positive steps to see
to it that your investment is protected and
the new fixture properly cared for.
Scratches due to abuse and improper
cleaning are the most frequent causes of
damage to plumbing fixtures. The bottom
of a scrub bucket, for example, contains
thousands of gritty particles that are capable
of marring the finish of a fixture.
That's one reason why scrub buckets should
never be emptied into water closet bowls
cleaning personnel all too often prop the
"Plumbing and Heating Industries Bureau.
BOXOFFICE November 6, 1954
A clean restroom invites respect. While patrons are to blame for much of the abuse of
plumbing fixtures in theatre washrooms, a large part of this abuse might be averted simply
fay keeping vfashrooms clean and attractive at all times. People tend to respect another
person's property when it is obvious that he respects it himself.
bucket against the rim of the fixture
while pouring.
Another good reason why pails should
never be emptied into toilets is that occasionally
they are dropped into the bowl,
chipping or breaking it and necessitating
replacement of the entire fixture. Installation
of a few utility sinks would virtually
eliminate this portion of your maintenance
costs.
Abrasive cleaners also are ruinous to
fixtures. They produce hundreds of minute
scratches which, over a period of years.
Plain soap and water will remove even the toughest
of dried accumulations from a new fixture. If the
theatre's cleaning schedule is frequent enough, and
maintenance employes properly instructed, stains
will seldom have a chance to dry and "set" on a
fixture, making it more difficult to clean.
may ruin the appearance of the fixture.
You would never consider cleaning a mirror,
for instance, with pumice, or any otlier
abrasive. Yet hundreds of plumbing fixtures
are subjected to this treatment every
day. And still they are expected to retain
their luster indefinitely.
The scratches resulting from improper
cleaning not only will ruin the appearance
of a fixture, but also make it difficult to
clean. A smooth, glossy surface is much
easier to maintain than one which has
been dulled by constant use of harsh,
abrasive cleaners.
USE ONLY SOAP AND WATER
Actually, if a fixture has been properly
cared for, it should never be necessary to
use anything stronger than plain soap and
water. This will remove even the toughest
of dried accumulations. And the smart
theatre operator will see to it that restrooms
are cleaned frequently. That way
dirt is never given a chance to "set" on a
fixture, making it harder to clean. This
not only reduces cleaning costs, but it also
will reflect itself in increased boxoffice
totals.
Acid cleaners (sometimes employed to
remove stains from toilet bowls) should
be avoided. They may permanently
roughen and corrode the surface of even
the best quality of acid-resistant fixtures
and drain pipes.
Your customers are often the chief offenders
in abusing plumbing and plumbing
fixtures. They prop their feet on water
closet bowls to tie their shoes. They
Continued on following page
15

DON'T LET PROFITS DRIBBLE AWAY
Continued from preceding pgae
EASY STEPS
. . . $n(l you'te on yotit mijl
The CINEMASCOPE, WIDE SCREEN
and VISTA VISION product is winning
greater favor every day. Knowing the multiple
equipment improvements they require,
National Theatre Supply has devised a simple
"^5 Step" program whereby even the
smallest theatre can gradually progress along
the road to complete wide screen projection.
Your National man will be glad to advise
you on this new "5 Step" program. Being
familiar with theatres of every size, his judgement
will prove invaluable in guiding you
towards modern theatre
NATIONAL'S DEFERRED PAYMENT PLAN
improvement.
. . . makes it easy-stepping, too! For if it's
terms you want to help in
equipping your
theatre, National has a time-tested plan that
will meet your every need.
For details — contact your nearest
NATIONAL THEATRE SUPPLY Branch today!
ATIONAL
THEATRE SUPPLY
Division of Nolienol • Simplex • Bludwerth. Inc
wrench faucet handles shut so tightly that
necessary
they damage the seats, making it
Or they sit on
to replace the entire faucet.
the edges of wall-hung lavatories until
they weaken the strongest of mountings.
There is no sure cure for the American
disease of disregard for the other fellow's
property. However, setting a good example
will often bring about a reduction in abusive
and negligent treatment of fixtures on
the part of customers.
A clean restroom invites respect. An
individual is not nearly so apt to prop
his shoe on a fixture that is kept spotlessly
clean as he is on one that is dirty
and unattractive.
AN INVITATION TO TROUBLE
Dripping faucets invite their own brand
of trouble. They help get patrons in the
habit of wrenching them closed too tightly
in order to stop the flow of water.
Frequent and thorough maintenance
of your plumbing facilities will save you
money in the long run. Restrooms, including
floors and fixtures, should be thoroughly
cleaned as often as is necessary to
keep them attractive, clean-appearing and
fresh-smelling.
Free-running drains are a must. You
can accomplish this by setting up a preventive
maintenance program specially for
this purpose. Clogged drains are a prime
cause of customer iU will. They increase
dirt accumulation on fixtures, making them
costlier to clean. And they are extremely
unsanitary.
You could virtually eliminate drainage
problems simply by having your cleaning
staff flush out each drain once or twice
a month with a good solvent compound or
sal soda. However, be sure to warn against
allowing the solvent to remain on the fixture.
Any surplus should be flushed down
the drain pipe immediately as it may
permanently damage even an acid-resistant
fixture.
DOUBLE LOSS OF MONEY
Dripping faucets cost you money in several
ways. They waste an enormous amount
of water, and if it is hot water they will
raise your heating bills significantly.
If your water supply happens to be hard
water, then a deposit of minerals may fonn
on your fixture from dripping faucets that
is not easy to remove. This will ruin their
appearance.
Just as important, when patrons wrench
tight the handle of a leaking faucet in an
attempt to shut it off, they may damage
the valve seat. This often makes it necessary
to replace the entire faucet.
Liikewise, running flush valves invite
damaging kicks in attempts to shut them
off. Those kicks can ruin the valve, making
it necessary to replace it completely.
Your staff should be instructed to report
leaky faucets or running flush valves at
16 The MODERN THEATRE SECTION

'
the first sign of malfunction. And then
you should take steps to see that they are
repaired immediately.
Just as important as the maintenance
itself is the type of plumbing you install in
your restrooms in the first place. A recent
survey of the managers of buildirigs with
public restrooms reveals that it costs between
25 and 30 per cent more to clean
restrooms equipped with floor-mounted
fixtures than it does to clean those with
wall-hung fixtures.
These figures were compiled on the basis
that the same degree of cleanliness should
be maintained in both restrooms.
It goes without saying that partitions
between fixtures also should be wall-hung
since it takes just as much extra time to
clean around a floor-mounted partition as
it does a fixtui-e.
Wall-hung fixtures cost slightly more
"in place" than other types. This is not
due to increased cost of the fixture, but
because of the difficult installation problems
involved. However, they will more
than pay for themselves in a short time
in lower cleaning costs.
AVOID SELF-CLOSING
FAUCETS
A souixe of constant irritation to theatre
patrons—and consequently, ownershave
been self-closing water faucet handles.
These make it impossible for patrons to
wash their hands under a constant stream
of running water. Whether or not these
faucets actually ever save on the amount
of water consumed is dubious because frequently
patrons become angered and
fasten them into the "on" position with
string, rubber bands, or props—deliberately
neglecting to turn them off when they
are finished.
Surveys have shown that the public is
definitely prejudiced against this type of
water faucet, so it is doubtful whether any
savings in water is worth the ill will they
create. Most building owners are getting
away from this type of installation for the
reasons set forth above.
Proper maintenance of youi- theatre
plumbing is important to you in two respects;
it will save you money on future
repairs; and at the same time it will increase
customer goodwill and boxoffice receipts.
A Guide for Exhibitors
To the ABC's of Fires
And Fire Extinguishers
In this modern age a lot of
information
is packed away behind two or three letters
of the alphabet. Even fires have their
ABC's. And for each classification of fire
there are one or more types of fire extinguishers
best suited for putting out the
flames. It pays to know your ABC's where
fire control is involved. Failure to use the
proper type of extinguishers in fighting a
fire may prove disastrous.
Class A fires: Wood, paper, cloth
rubbish and other combustible materials.
Use: approved* foam or soda
acid extinguishers.
Class B fires: Oil, grease, paint and
related products. Use: approved* foam,
dry chemical, vaporizing liquid, carbon
dioxide. (Do not throw water on this
type fire; it spreads the flames.)
Class C fires: Electrical installations,
including motors and generators. Use:
approved* carbon dioxide, dry chemical,
vaporizing liquid extinguishers.
(Do not use "water type" extinguisher
on electrical fii'es.J
Fire protection authorities believe many
small fires can be controlled and extinguished
with relatively little damage
through more effective use of fire protection
equipment.
If more fii-e protection equipment is
available, and if more people are trained
to use that equipment, these authorities
suggest, a substantial percentage of the
annual toll of lives and property can be
saved.
The greatest number of fires in theatres
originate in the projection room. Smoking
and matches and misuse of electricity rank
next, respectively, with heating defects the
fourth most frequent cause. Other causes
which it will pay theatremen to check and
correct are defective chimney or flue, hot
ashes and draperies or other fabrics touching
light bulbs.
'An approved fire extinguisher bears the label of
the Underwriters' Laboratories or the Factory Mutual
Laboratories, indicating it has met rigid performance
standards.
Source: Fire Protection Institute
Highly maneuverable,
low cost vacuum cleaner
with the power and capacity
for big jobs.
Extremely flexible Accordion
(R) Hose cleans
larger area without
moving the machine,
stretches from 6' to 16'
and can be coupled foi
longer reach. Converli
to wet pick-up an
power blower.
DIRECT-O-LITE
FLASHLIGHT EXTENSIONS
V
Designed to fit the Standard 2-Cell Evereody Flashlight Molded in
one piece of strong Tenite-will not crack, chip, or peel- will -^^'^^
withstand long, hard usage in any kind of weather. ^^:::^^^
Primarily designed for Theatre and Drive-In Ushers
the Direct-O-Lite also makes an ideal accessory
for the Flashlight in the glove com- —
partment of your car. ^-^
^^-~^^^
Pullman Vacuum Cleaner Corp.
Boston 19, Mass.
I would like more information about the
Pullman Theater Vacuum Cleaner with Accordion
Hose.
SIGN
Available from your Theatre Equipment Dealer
Manufactured by
LaVezzi Machine Works
463 S WEST LAKE ST CHICAGO 44. Ill
in r«d or gi««n,
and in lengths of 3'^" or
2", with e.
nently mold«d-in.
COMPANY.
STREET
CITY . STATE.
BOXOFFICE :: November 6, 1954 17

WILBY-KINCEYI
No Interruption
on
By
ROY ELKINS
Late in 1953 when officials of
Wilby-Kincey Theatres of Atlanta decided
to restore their Bristol, Tenn., outlet, the
Paramount, they were determined it
should
maintain its position as the outstanding
theatre between Roanoke and Knoxville.
A six-mcnth renovation program, a
period during which there was no interruption
of services, not only accomplished
the original goal but made it unlikely that
the Paramount, even without future restoration,
would become surpassed by competitors
for many years to come.
Long cne of the South s premier show
places among towns of less than 100,000,
the Paramount required nothing in the
way of architectural changes; rather, it
lequired restoration from marquee to
proscenium.
Brilliant, multi-hued neon distinnuishes the remodeled marquee and upright sign above the marquee at the
Paramount Theatre in Bristol, Tenn. The upright has a flashing border of rose neon with the theatre name
in green neon. The horizontal sign is in 24-inch letters with white neon.
THEATRE 23
YEARS OLD
A house of l.aSO seats, considerably more
than the capacity of any other theatre in
the city of 40.000, the Paramount was constructed
in 1931 and had from the start
been a place of beauty generously filled
with an atmosphere of comfort.
People of the area had come to love
the Paramount just as it was, architecturally,
and Wilby-Kincey saw no reason to
disturb that which the patron approved.
The program consumed much of a sixmonth
period although work was suspended
during the period between installation of
Cinemascope and stereophonic sound, during
the first part of January, and May
when general restoration got underway.
F^'om installation of an 80-ton Carrier
air conditioning system through the
minutest of repainting there was no in-
PARAMoi*'
ikV-
'^^^m^.
At left is the front and marquee
of the Paramount before
its recent remodeling. Note,
in the picture above, how much
more dramatic the recreated
front and marquee appear. At
right is the handsome, modern
boxoffice in trapezoidal shape.
The base is wine Carrara glass
and the body, to the ticket
counter line, is chipped gold
Flex-Glass The upper section
of plate glass affords a 65
per cent view for the cashier.
Contrast the interesting lines
of this new boxoffice with the
older type shown in the picture
at the left. The attractive
terra cotta facade of the theatre
was unchanged, and it was
also unnecessary to replace the
gray terrazzo floor of the lobby
which was still in excellent
condition.
18 The MODERN THEATRE SECTION

JPDATES A TENNESSEE THEATRE OF THE '30s
ervices During Six-Months Remodeling Program
convenience to patrons. Many, in fact, did
not know restoration was underway until
work was finished on the auditorium and
shifted to the lobby and foyer where ladders
and canvas were in full sight.
The theatre got a complete overhaul
from marquee to proscenium with fewareas
escaping. The terra cotta facade was
unchanged, as was the gray terrazzo floor
of the lobby.
Carpeting, for the most part, was unchanged
since much of it had been only
recently installed. That which was changed
was replaced with a three-fourth inch
Gullistan featuring a large golden plume
design on a rich wine background, thus
giving the public access area a single floor
covering.
MARQUEE DRESSED UP
The marquee was modernized sharply,
with incandescent bulbs giving way to
neon and fluorescent lighting.
The old upright sign was remodeled, a
job that gave the effect of a new sign, and
matched with a new front sign, both featuring
brilliant multi-hued neon in an eyecatching
effect.
The upright features a flashing border
of rose neon with Paramount recessed in
channel letters of green neon. The front
sign is of 24-inch channel letters with
white neon and the P and T extended into
the base.
Backgrounds of both signs are maroon,
outside returns are fii'e red and inside
channels of borders are of lamar yellow.
Silhouette letter panels are of opal glass
with red Adler marquee letters and the
canopy features 40-watt fluorescent daylight
bulbs set on an enameled white
ceiling.
A radically new boxoffice, designed by
Continued on following page
The grand drapery in the Paramount is peach, with
a full-pleated background of light green. A traveler
curtain of peach nylon and silk, with ends of green
v/as added, to give a sense of depth for the
proscenium. The green ends of the traveler curtain
give the effect of end draperies which were impossible
to install because of a space limitation
after the installation of the wide screen.
^
Murals by a noted Italian artist at the time the
theatre was built had become favorites of patrons
and were therefore retained. One of the murals is
pictured at the right. Sections between the murals
were stenciled. The auditorium has a 40-foot high
ceiling, decorated in tan and trimmed in rose and
silver.

UPDATES A TENNESSEE THEATRE
Continued from preceding page
James T. Redd of Wilby-Kincey, was installed
and became an immediate hit with
patrons.
Considered one of the most modernistic
and beautiful, it is in the shape of a trapezoid
with the top larger than the bottom.
The base is of wine Carrara and the
body, to the ticket counter line, is of chipped
gold Flex-Glass. The upper section is
of plate glass with Kawneer molding
and affords a 65 per cent view for both
patron and cashier.
Ceiling supports are of mirrored Flex-
Glass.
Natural birch doors with plate glass
open into the lobby.
ALTERNATING PANELS IN
LOBBY
One of the most beautiful and eye catching
of the restored areas, the lobby was
decorated in a series of arresting and harmonizing
color schemes featuring alternating
panels.
Major panels are of harvest tan overlaid
with a falling feather design of spun
gold Applikay. Alternating panels feature
solid dewberry rose and deep flamingo
with a design of moonmist white and spun
gold.
Alternating bands of variegated leaf and
chrome silver with a dewberry rose design
separate panels.
The ceiling also features panels of handpainted,
12-pointed stars in variegated leaf.
For the most part, the background is harvest
tan.
The foyer was done in much the same
scheme as the lobby with walls of harvest
tan with the predominant theme of falling
feather of spun gold. The cream ceiling
was effectively merged into the walls
with a massive cornice of dewberry rose
and dove gray.
GLASS CURTAINS AT ENTRANCES
Neutral glass curtains were hung in the
main entrances to the rear of the auditorium.
One of the most beautiful in the tri-state
area of Tennessee, Virginia and North
Carolina, the auditorium was restored
completely with emphasis equally on comfort
and beauty.
Murals on the walls of the auditorium,
which features a 40-foot ceiling, were redone
completely in a tedious hand-painting
process. Painted by a noted Italian
artist at the time the Paramount was constructed,
the murals were retained because
of their popularity.
Sections between murals were done in a
stencil design.
The ceiling weis redecorated with a basic
color of tan with sections between decorative
beams bordered in silver with an edging
of rose.
Heywood-Wakefield seats with bottoms
of red leatherette and backs of wildrose
were installed wherever not already in use
This attractive concessions setup is three times larger than the old one it replaced. It features extensive
glass areas above a mahogany wood base. The popcorn warmer at the far end is supplemented by
the popcorn warmer, with elevator wells, shown in the center front. In addition to drink dispensers
and self-service ice cream wells, snow cone equipment was installed.
and backs, bottoms, and standards were
sprayed in coronado coral highlighted in
gold.
The proscenium was re-curtained beautifully
under the direction of E. H. Geissler
of Wil-Kin Theatre Supply.
A grand drapery of peach draped in
opera curtain style with a full-pleated
background of light green was installed
and an impressive traveler curtain of peach
nylon and silk, with ends of green, was
added.
The combination resulted in an effective
sense of depth for the proscenium, the
green ends of the traveler curtain giving
the effect of end draperies which were impossible
to install because of space limitations
caused by the installation of the
Cinemascope screen.
Lounges for both women and men were
modernized.
Two connecting walls of the men's
lounge were finished in a multi-color
three-dimensional design on a citrus green
background. Pink bars were used to link
aquamarine designs to frames of dewberry
rose. Opposite walls were done in
aquamarine and the ceiling finished in
cream.
A wall redone to give the effect of a
floor carpet extension featured work in the
women's powder room. A heavy plume design
of brown and gold with a blue etching
on a background of mint resulted in
an effective scheme. The other walls were
done in mint.
Four oval-framed mirrors over cosmetic
tables covered in sparkling gold fabrics
were installed for the convenience of patrons.
Ornamental stools were covered in
matching fabrics.
The main lounge was refurnished in
functional design with pieces grouped to
encourage groups or parties. Modern end
tables with matching lamps were placed
with couches to give the area an atmosphere
of home.
Completely new aluminum display frames
by Sealuxe with a background of hammered
satin were installed. A dating system
with Mitten, two-inch letters was adopted.
An unusual and effective confection
center was installed to replace an older
one that was less than a third as large.
Also designed by Redd, it features extensive
glass display areas with rich mahogany
woods and a decorative run of
Flex-Glass on one side.
The latest in popcorn equipment was installed
at one end and a warmer with elevator
wells added at the opposite point.
Heaters of 750-watts and blowers were
added to maintain a constant temperature
for both boxed and loose corn. A Buttermat
was installed,
also.
A fountain is a highlight of the center
with drinks dispensed from either a double
Coca-Cola head or a Majestic drink dispenser
for non-carbonated drinks.
Candy bars were placed under glass exclusively,
snow cone equipment was installed,
also self-service ice cream wells.
20 The MODERN THEATRE SECTION

ANNOUNCING
TWO GREAT NEW
LENSES
tf)6 SUPEK SKAPLITE
ml iilPElE SXAPLITB F/I.7X
tion, better all around filming, try the nev/
Now Tm&r Lenses for Finer Motion Pictures
witli a True Speed of f/1.7 in all
sizes where fast lenses are needed.
From Kollmorgen ...the newest, fastest projection
lenses you can buy. To give you the
brightest, clearest, sharpest, most uniform
picture you have ever seen on your screen.
For better Boxoffice, better patron satisfac-
SUPER SNAPLITE f/1 .7 today. When vignetting
is a problem investigate the SUPER
SNAPLITE f/1.7X.
True speed of f/1 .7 in focal lengths from 2
inches through 4 inches in Va inch steps.
Ask your Theatre Supply Dealer about these
fine lenses. For more information ask your
dealer or write for Bulletin 222.
I'
KOLLAIOKI
:OKPOItilTIOK
Plant: 347 King Street, Northampton, Massachusetts New York Office: 30 Church Street, New York 7, N. Y.
on BOXOFFICE :: November 6, 1954 21

The woman who comes into your theatre is TB

;^E#.
^s^^s$^ssiSs&isssJ^sss^&^^^
THE BIG-TICKET CONCESSIONS ITEM CATCHES ON
Patrons Are Intrigued by New, Unusual Foods and Beverages
Even at Stepped-Up Prices; Sales High Wherever Introduced
I HEATREGOERS LIKE food and refreshments
with then- entertainment, and are
willing to pay well for them. This has been
proved by the success of the higher-priced
items currently being offered in both indoor
and drive-in concessions.
While most exhibitors still make nickel
candy bars and ten-cent popcorn available,
promotional emphasis is placed on
the higher-priced, higher-profit ten and
25-cent candy and buttered corn at 20
or 25 cents. Also featured are "take-home"
packages of regular popcorn at 25 to 40
cents.
The Paramount Theatre in Kansas City
features five to seven 25-cent candy items,
and one to six five-cent bars, the balance
of the candy assortment being ten-cent
items. A fair business is enjoyed on the
highest priced goods, and when patrons
have the choice between the three prices,
experience has shown that they react
psychologically to the intermediate price,
producing a heavy ten-cent business.
DRINKS AT 30
CENTS
The third theatre concession standby,
beverages, has also jumped the five-cent
hurdle. Ten, 20 and 30-cent drinks are
now being appreciatively consumed by patrons
with no protest on the price. The
Ezell drive-ins recently pioneered the 30-
cent, 24 oz., carbonated drink, dressed up
with a paper umbrella which costs only
$1 per gross. The jumbo drink now represents
30 per cent of the beverage sales at
Ezell
drive-ins.
In Kansas City, the Roxy, an indoor
house, also features a 30-cent drink, which
came about accidentally when the manager
found the concessions girl serving a
drink in a 24-oz. Buttercup. The patron
didn't mind the price, so the 30-cent drink
became a regular item.
Also in Kansas City, a 50-cent, 35-oz.
drink is sold at the Riverside Drive-In
Theatre. Admittedly a novelty, one out of
a hundred patrons buys one. and the profit
is
high.
So much for the increased stature of
the three original theatre concession items.
The really amazing upbeat is found in the
drive-in theatres where new food items
Fried chicken, shrimp artd tamale dinners are popular with the family trade at Jack Farr's Trail Drive-In
Theatre, Houston. He shoots for 33 ':t per cent markup on dinner items.
and complete dinners ante the check from
30 cents to $1.25.
Chinese egg rolls are gaining in popularity
wherever they are introduced, and
the French fried, shrimp filled sandwich
sells for 30 cents in most places. Costing
only eleven cents, as a rule, this gives a
high markup. Saul Lerner, owner of the
Cammack Hempstead drive-ins in the Long
Island area has enjoyed exceptional success
with these rolls
for almost two years.
Lerner also sells pizza pies, which cost
about 20 cents to make, for 60 cents. Pi-ices
on pizza vary, some drive-ins, such as the
Kallett in Syracuse, charging $1 for a
large pie. In any case the profit is high.
Chicken dinners vary from 60 cents to
$1.25, depending on "extras" and number of
pieces. For two pieces of chicken, Fi-ench
fries, potato chips and pickle, the average
is $1. Three pieces of chicken, roll, butter
and French fries, usually rate $1.15 to
SI. 25.
Shrimp dinners seem to sell generally
for $1 at drive-ins throughout the country.
Some theatres have created Dagwoodtype
sandwiches, filled with layers of meat,
for which they charge
cheese, lettuce, etc..
as high as 45 cents. Patrons seem to like
these jumbo-sized novelty sandwiches.
Most drive-ins charge 25 to 30 cents for
hamburgers and barbecue sandwiches, and
many offer jumbo hot dogs, 10 '/z inches
long, for 30 cents.
Surprisingly enough, hot dogs are not
only good sellers at drive-in theatres, but
many indoor houses now feature the regular
size sandwich at 20 cents. In San
Antonio, three Spanish language houses
are doing a brisk business in hot dogs and
chiliburgers which also sell at 20 cents.
In the past year chili cones, selling at
25 cents, have became popular with drivein
patrons.
Many items, such as fried pies and taffy
apples, will produce a handsome profit,
since they usually may be obtained for
about seven cents and sold for 15 cents.
Another high profit item, particularly if
the drive-in owner has his own machine,
is the doughnut, selling for a nickel each,
and 50 or 60 cents a dozen. This is a good
"take-home" item to push.
Since theatre patrons are seemingly always
hungry and thirsty, the smart exhibitor
will make it a practice to watch
for and introduce new items at higher,
more profitable prices.
BOXOFFICE November 6, 1954 23

1955 VENDERS ON PARADE
ftowe introduced 14-column cigaret vender. Nestle products made an impressiye display.
A French boulevard cafe was created by Pepsi-Cola. ApcQ showed a whole battery 0/ beverage dispensers.
Flavored syrups and manual dispensers shown by Nehi. Mills Industries featured coffee vending machines.
"A Cup for Bvery Need"— Made for vending by Lily. Canada Dry displayed vending units for its drinks.

,'
'
Candy bars by Mors in their own vending unit.
[
II If -v-.-j I
| ! [
,: I!
Coca-Cola's garden-like
hospitaHty center.
ColeSpa beverage
machines in a variety
of designs and sizes
for various numbers
of drinks were lined
up in the Cole
Products Corp.
booth. Some of the
machines have cabinets
designed to sell
specific brands of
syrup flavors, while
others handle several
brands.
Philip Morris Co.
featured its cigaret
of that name as well
as the recently acquired
Parliament
cigaret in this attractive
display at
the show. Bulletin
boards flanking the
display showed vending
aids for any machine,
for any location,
for both brands.
Automatic Merchandising Ass'n Holds Its Biggest Show
With Attendance Reaching an All-Time High
More than 125 manufacturers of the latest
merchandise and service vending machines
and vendible products participated
in the recent tradeshow of the National
Automatic Merchandising Ass'n held in the
Washington Armory in Washington, D. C.
Attendance was the greatest in histoiT-
One of the hits of the show was the
presentation of "McNulty's Nightmare," a
dramatic fantasy, professionally staged,
which tackled some of the most pressing
day-to-day problems in employe and patron
relations, particularly applicable to
theatre concessions ojjerators. Sponsored
by the Coca-Cola Co., it dealt expressly
with problems of cup vending, although
the principles evolving from the presentation
applied with equal force to all aspects
of automatic merchandising.
Machines on display in the exhibit illustrated
how automatic merchandising has
adapted itself to demands of the times.
The show was held in connection with
the four-day convention which featured
"Brass Tack Clinics" keyed to the theme,
"Bluepilnt for Progress."
Brand Ney^, Ultra Modern
Pushbutton Plant
now offers concession operators
Better Popping
Better Eating
Quality
POPCORN
at terrific savings
Completely automatic time-ond-labor saving
equipment . big insurance savings, and . . .
. .
decreased maintenance costs result in great
economies which enable concession operators to
buy the finest quality popcorn at the lowest possible
prices.
Big Volume Operations
Scientifically operated plant processes and produces
100 thousand pounds of popcorn a day.
Tarkio Quality Is Tops!
Cleoner, fresher, better TARKIO POPCORN is the
finest, most economical obtainable anywhere at
any price. TARKIO processes nothing but topgrade,
approved hybrids corefully selected for
popping structure and eating qualities.
This is not ordinory popcorn. No sir! Every kernel
is scientifically graded, tempered, cleaned, polished
and then maintoined at correct moisture
content with special, electrical equipment.
Famous A. O. Smith, glass-lined Horvestore tanks
equipped with electronic temperature controls provide
ideal storage facilities for 4 million pounds
of popcorn ... a tremendous reserve assuring
customers immediate delivery of ony quantity . . .
at any time.
Send Today for Trial Order
TARKIO
Popcorn Co., Inc.
Plant: Torkio, Mo.
Sales
Office
3706 Broadwoy Kansas City, Mo.
BOXOFTICE November 6, 1954 25

.
Develop Double Cross Hybrid Popcorn
With Superior Flake for
A recent report, "Popcorn Experiments
for 1953" which summarizes studies in popcorn
breeding and culture by the Iowa
Agricultural Experiment Station, contains
information of use to those buying or using
popcorn.
Confections
The report states though 1953 had a
comparatively dry summer popping volumes
of the corn were the highest ever recorded.
The increased volumes were attributed
to several factors: The corn was
allowed to ripen completely on the stalk,
thus assuring a more uniform moisture
content when harvested, and then placed
in humidity rooms to give it an optimum
moisture content of 13.6 per cent. The results
indicated the importance of complete
maturity, optimum moisture and uniform-
'^My, that popcorn smeUs good. .
let's
go hack and get some!"
WITH BUTTERLIKE FLAVOR AND AROMA
BRINGS 'EM BACK EVERY TIME!
the only popping o!l with a real butler
Check the
like flavor
plusses
measures more accurately
pours readily in all kinds of weather
of
costs less per bag
Popsit
produces fewer Plus}
"duds"
Made of American Ingredients-Always Available!
ity of moisture for best popping volume.
Quality was also considered in the report.
It stated "Our experience based on
a study of hundreds of experimental hybrids
over the past 20 years shows very
clearly
that, when ear size increases, quality
of the popped product is likely to be
lowered. Hulls are usually heavier and
coarser and the popped flake is tougher."
It was noted, too, that too much emphasis
is being placed on popping expansion, often
at the expense of eating quality, that is
tenderness and freedom from coarse hulls.
The experimental station reported that
it has developed a double cross hybrid
which has the size, shape and structure of
a popped flake which would be desirable
tor use in confections. The experimenters
said that they hope to have a single cross
parent seed of the hybrid available for seed
producers by the spring of 1955 so that
commerical seed would be available for
processors for planting in 1956.
Information on other experiments in
Idaho, Kansas, Mississippi, North Carolina
and in north Iowa is included in the summary
with data on individual hybrids.
The experiments are sponsored by the
Popcorn Processors Ass'n and several individual
processors.
Popcorn Is a Valuable Food
Only in recent years has the nutrient
value of popcorn been brought to light,
supporting what theatre patrons have
known all along. The Department of Agriculture
says popcorn has (1) more food
energy units than all cooked fish and
meats (except very fat meats";

Built-in
Refrigerator Featured
Mills Industries to Move TV Program to Push Candy Bar
In Snack Bar Units
The Charles E. Hires Co., maker of root
beer, is now offering a modern snack bar
of stainless steel and oak in three sizes,
six. eight and ten feet in length. The two
large food and beverage merchandisers feature
refrigerators with capacities of 1,600
A. E. Ti-egenza, president of Mills Industries,
Inc., has announced the sale of
the firm's plant on F^illerton avenue in
Chicago to the Teletype Corp. He said that
a large part of the plant had been devoted
to the filling of defense orders and with
the termination of contracts it had been
decided to move to a new plant with facilities
for the manufacture of drink venders
and ice cream making freezers. The move
will occur within the next few months.
Pinal decision on the location has not yet
been made. Meantime, the Teletype Corp.
will begin to move its equipment into the
parts of the plant that were used in the
manufacture of armaments under the defense
contracts.
Williamson Candy Co., makers of the
Oh Henry! candy bar. will sponsor a TV
advertising campaign this fall that will
include over 112 stations. The purpose of
the campaign will be to offer theatres
greater promotional support on the local
level, according to James A. Dickens, vicepresident
and sales manager. Radio advertising
will also be used.
As the company has found that the cartoon
commercials used on TV keep its
product among the best sellers, Dickens
stated, "Oh Henry! TV advertising will
be bigger than ever this fall . . . the cartoon
technique seems to bring smiles and
sales from youngsters and grown-ups
alike."
/
The house Is
packed for
New snack bar, available in three siies.
and 1.800 frankfurters. All three units can
be provided with either ice or electrical
cooling and come equipped with a sink
for hot and cold running water. The snack
bars are complete units containing a 50-
roU moist heating unit, a 150-roll storage
bin, built-in cup dispenser, waste containers
and grill. For added sales appeal, a
fluorescent revolving sign featuring the
Hires name is displayed prominently. The
famous keg is also included.
SENSATIONAL
NESTLES CRUNCH lAR
The oll-eut favorite of the
fans— that milk chocolate War
with the crunchy goodness.
NESTLE'S NEW COCONUT BAR
Another Nestle winner—
rich milk chocolate, with
shredded coconut, for
delicious, delightful eating.
tl
PROFIT
From Being a Good Host
To Your Potrons In
D. I. T.
.HO^^''-""
Serve to your Patrons Hot Dogs . . .
1
• HOT
2
3
4
Serve to your Patrons Popcorn . . .
• HOT and CRISPY
Serve to your Patrons Cold Beverages
, ... ICE COLD
While the show is on, serve your
Patrons TO their cars.
In darkness, wind or rain, your Patrons
C ore enjoying your hospitality at its
*'• best— in the privacy of their cars . . .
WALKY SERVICE CO.
401 Schweiter BIdg.
Wichita,
Kansas
Phone 4-5169
Monufoeturers of
"Buffeterio"
Movoble concession
on wheels
Ask for literature
10c Crunch, Milk, Almond and
Coconut available coast-to-coast
— 5c Crunch, Millc and Almond
available except on West Coast.
All sizes packed
100 bars per case.
See your Nestle Representative
or write for more details to
THE NESTLE COMPANY, INC.
2 William St., White Plains, N. Y.
BOXOFFICE :: November 6. 1954 27

.
Would You...
Push-Button Popcorn Processing Plant
,ry^Mm Utilizes All Automatic Equipment
.'>'
V.
fj '\
us-e
proje-ction equipment
like this?
Tbeii \S liv. .

!1T
Tv/c
\l\
^ i
5*
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IIIIIIUlfa±
aisr- -nr ai aimin.u i.nit uime.

!
Small-Town Exhibitor
Expects
CinemaScope Investment Will
Pay Off Before Two Years
Wide screen? CinemaScope? 3-D?
Install them or sit tight? If you are a
small-town exhibitor and wonder what to
do about the new projection techniques,
maybe the experience of a small-town
exhibitor in Kansas will help you.
K. H. Gaston, owner of the 500-seat
Mayflower in Florence, Kan., was faced
with lagging boxoffice receipts. Although
the Mayflower is in a small town a,200
pop.) it has a good trade territory. The
first theatre to the south is 30 miles away;
the first to the east, 45; and to the north
and west, 10 miles.
The theatre is air conditioned by a
Ballantyne 250,000 cubic foot washed air
evaporative cooler.
Gaston, who has been an exhibitor for
over 30 years, could see two reasons for the
lag at the boxoffice. First, the TV competition
got rough when the regional station
went on a national hook-up and his patrons
stayed home to view higher quality
programs than they had been getting from
the local station.
Second, his rural patrons were experienc-
K. H. Gaston, owner of the 500-ieat Mayflower Theatre, Florence, Kas., stands proudly In front of his new
CinemaScope screen which is 32 feet wide, exactly twice as large as the old screen. Boxoffice receipts
have increased 30 per cent since the installation was made.
ing a double pocketbook pinch in low
market prices and a severe drought.
Gaston found that even with a good
territory his profits were falling, with the
20 per cent federal tax on admission taking
too much of the 50 cents admission price.
When the tax on admission was removed
Continued on page 32
|l
Bffluiy
00 Doiy
Enhance the eye appeal of your posters,
add showmanship to your entrance and
lobby with:
SEALUXE Display Frames
— standard and deluxe
EASEL AND INSERT FRAMES
BANNER BOARDS
PHOTO AND COMBINATION FRAMES
DOOR AND LOBBY ACCESSORIES
BUILD BETTER BUSINESS !
Make coming attractions more attractive.
EASY TO CLEAN
Permanent alumilite finish needs no painting
or polishing.
When you invest in
Sealuxe Display Frames
and Accessories t/ie
First Cost is
last cost!
tlie
NO MAINTENANCE I
SEALUXE Display Frames have
maximum strength and minimum
v/eight. No binding, worping or
sagging.
30 The MODERN THEATRE SECTION

RAYTONE OFFERS
! I
fiU
v»»
Only Raytone dares to back up its advertising statements
xvitli
the absolute guarantee that if the Raytone
Hilux Screen does not satisfy every claim below,
YOU PAY NOTHING FOR THE SCREEN!
NO SEAIwlS show on a Raytone Hilux Screen regardless
of the size of the picture being projected . . . regardless of the system.
EFFICIENT LIGHT REFLECTION
The Raytone Hilux Screen reflects all the light which intelligent surveys
indicate is
needed.
MAXIMUM LIGHT RETURN to the greatest
number of desirable seats in any theatre is a must with all screens . . .
a certainty with the Raytone Hilux Screen.
EVEN LIGHT DISTRIBUTION to avoid hot
spots and too rapid drop-off beyond useful viewing angles.
RESISTANCE TO AMBIENT LIGHT
. . . stray light from sources other than the projector ... is another
important characteristic of the Raytone Hilux Screen.
ACCURATE COLOR RENDITION
makes for richer, more natural pictures on the Raytone Hilux Screen.
look best when projected on the
ail-purpose Raytone Hilux Screen . . . regardless of aspect ratio.
^ In this day and age of advancing techniques and new developments
in the motion picture industry, quality at reasonable prices is
needed far more than inferior products at cut-prices. To this belief
Raytone has dedicated the efforts and energies of all its research
and development ... to continue to bring you the finest products at
the lowest possible prices. See your Raytone Theatre Dealer today.
iaJk^^TC^KIP SCREEN CORP.
m^^ I ^1^ 1^1 165 Clermont Avenue, Brooklyn 5, New York
^'IDWEST OFFICE: L. E. Cooley, 408 South Oak Park Avenue, Oak Pork, Illinois

. $695
no end to
SURPRISES
Yes, you'll be surprised no
end to find how much new life
we can put into your old seats.
rehabilitation treatments include
Our
repair of parts, upholstering of
seats or bocks, replacement
of
worn seats or backs— on any type or
moke chair. And all
this is deftly done,
while your doily show goes on.
We'll gladly quote on your needs.
Why not
write today?
MANUFACTURERS-
Foam rubber and
spring cusMont, back
and seat covers.
OrSTRIBUTORS—
Upholstery tabrlcs and
general seating supplies.
CINEMASCOPE IN
SMALL TOWN
Continued from page 30
early in 1954 Gaston decided to try one of
the new projection methods to increase his
crowds. He chose Cinemascope because he
believes it will be the most popular with the
patrons and the industry in future years. A
second reason for choosing Cinemascope
was that many of the major studios were
adopting the medium for their big pictures.
Also, the Mayflower has plenty of width
to take the Cinemascope screen.
Gaston is convinced the 3-D craze is
only a fad and that it will fade quickly.
Show customers, in his opinion, are not
going to sit through many pictures wearing
the cardboard glasses.
A 32-FOOT SILVER
SCREEN
Looking over the market for Cinema-
Scope equipment Gaston decided to purchase
wide-screen lenses at the same time.
Cinemascope equipment installed included
the anamorphic lenses, a 32-foot invisible
seam silver screen, and a four-track optical
stereophonic sound system.
A Williams Seamless screen was selected,
and Bausch & Lomb anamorphic lenses and
Ballantyne stereophonic sound were installed.
The total cost of the installation ran
close to $6,000. even with Gaston doing
some of the work himself.
The Mayflower opened with "The Robe"
on May 26 for a week and did vei-y well.
Curiosity as to Cinemascope and wide
spread publicity both for the book and the
picture were chiefly responsible.
Boxoffice receipts have increased approximately
30 per cent, however, since
the first Cinemascope showing. Gaston says
this is encouraging because his first two
months with the equipment, June and July,
are chronically the poorest for his business.
His patrons are busy with farm work and
harvest at that time of year. Also, Kansas
experienced the severest heat wave in 15
years during those two months.
The Mayflower is the only theatre with
Cinemascope in the county, which has 35,-
000 population and three theatres. Getting
people in for the Cinemascope productions
has also helped the grosses on other pictures,
according to Gaston. He said some
good features like "Miller Story" have done
more than any of the Cinemascope features,
with the exception of "The Robe."
Gaston is well satisfied with his investment
and believes it will pay out in less
than two years.
Naturally it is impossible to predict
whether installation of a new projection
technique will pay out in other places.
However, Gaston would recommend that
other theatre owners investigate Cinema-
Scope as a means of drawing people back
to the theatre.
Check Wood Seats for Vandalism
Perhaps the worst problem with wood
seats is vandalism. Partly shattered plywood
seats are a common sight in many
theatres, especially among the front rows
where younger customers prefer to sit.
Vandalism (shattering of plywood seats
in theatres) is more prevalent in theatres
which show "westerns." Also, double features
contribute to vandalism, which indicates
that restlessness is a contributing
factor. It is a very good plan to check the
wood seats frequently for loose laminations
and glue them back before some vandal
discovers them.
theatre seat
service co.
160 Hermitage Avenue
Nashville,
Tennessee
NOW « the time to
EQUIP fOfi ClflfdlflSCOPf
AT LOW COST
MIRRO-CURIC METALLIC SCREEN $1.00 sq. ft.
ADJUSTABLE PRISMATIC ANAMORPNIC LENSES .
Oept.
32
pr.
WRITE FOR DETAILS
\^ PROMPT SHIPMENTS!
KOLLMORGEN PROJ. LENSES
(Wide angle and long focus)
SPECIAL APERTURES (all sizes)
S.O.S. CINEMA
SUPPLY CORP.
C, 602 W. 52 St., N. Y. 19—Coble: SOSOUND
You Can Save $400 a Year
if you have Ashcroff "D" or "E,"
Brenkert-Enorc, Peerless Magnarc, or
Strong Mogul projection lamps, by
using the
CRON-O-MATIC
Fully
Automatic
CARBON SAVER
Uses positive carbon stubs of ony length, without
preparation. When entirely consumed, the
new carbon goes into use without losing the
light, or otherwise affecting lamp operation.
Burns average lengths (3'/^") down to 3/i"' saving
2V2'' or 22.2% of corbon costs. Average
soving $400 annually.
Only $42.50
If your dealer can't supply you, order direct.
PAYNE PRODUCTS CO. (CronOMatic OWision)
2455 W. Stadium Blvd. Ann Arbor, Michigan
n Send literature on the Cron-O-Matlc.
'
a Ship Cron-0-Matlc. Q C.O.D. Including postage.
D Remittance herewith.
Naiie
Theatre
Street
Cily and SUte
EXPORT: Frazer & Hamcn, Ltd.
San Francisco, New York, Los Angtls
The MODERN THEATRE SECHON

I
ANSWER NOT ALWAYS IN
Many Problems That Come Up in
Are Solved Only By Careful Thought
By WESLEY TROUT
%^UT IN
THE FIELD
we run into many
problems and have to
f'jjmm
J
solve them satisfac-
»

coated)
a
ANSWER NOT ALWAYS IN
BOOKS
Continued from preceding page
here is where anti-reflection coatings of
projection lens have scored a considerable
improvement. Due to these fine lenses,
with anti-reflection coatings giving better
definition and increased illumination, a
slightly higher level of house illumination
is possible without affecting screen presentation
quality. A "treated"
i lens
will furnish a brighter screen image by
approximately 25 per cent or more.
Again, quality projection depends on good
lens, screen and arc lamp. Too, these components
must be correctly aligned in order
to secure good results, hi other ivords, your
arc and lens must be alighted optically
correct.
NEVER OPEN SEALED LENS
The modern projection lenses
are made
in one piece mounts with the optics
hermetically sealed in to exclude oil and
dust from the interior lens elements. Never
attempt to open a sealed lens. If, for any
reason, the seal is broken and oil or dust
has gotten inside, secure a loan lens from
youi- local dealer and send to the manufacturer
for cleaning, adjustment and resealing.
Clean only the outside lens surfaces,
if you have a better type modern lens.
If you don't have a sealed-in lens,
then the lens can be taken apart and the
inside surfaces can be cleaned, but, as
explained in another paragraph, use care
in reassembling lens components so you
will not damage the threads on the retaining
parts.
Daily cleaning of lenses is needed to keep
projection equipment at its maximum efficiency.
We have found too many projectionists
neglect cleaning their lens and arc
lamp reflectors daily; dirty reflector will
cause light loss, and dirty lens surfaces
will cause light loss and poor picture focus.
SCREEN
ILLUMINATION
We have received many letters from exhibitors
requesting our advice on using
their present setup of low intensity arcs,
using a maximum of 30 amperes, and enlarging
their screen from 10x13 feet to
23x10 feet. Our answer, of course, is the
installation of larger arc lamps in order
to secure sufficient screen illumination.
Remember, the larger the screen surface
the more light will be necessary in order
to achieve acme of top-notch projection.
43 to 45 amperes should be the minimum
for this size screen, and as you increase the
size or distance of projection throw, more
light will be necessary in order to secure a
brilliant picture—a picture that will be
pleasing to the eye. Simplified, high intensity
lamps are the answer.
Where a theatre cannot afford new high
intensity lamps, good rebuilt lamps can be
purchased at a reasonable price. Low intensity
lamps, aU types, are suitable only
for a medium size screen and not a large
screen. Of course, in a few cases, with a
34
The above photograph shows Strong rectifying units
which can easily be removed from the rectifier
case. The Strong selenium rectifiers, like other
mo/ces of selenium rectifiers, are completely dry
and non-chemical and since rectification is by
molecular action, and no actual physical changes
take place accordingly, the useful life of the rectifier
is practically indefinite.
The above photograph shows how to pull out a preamplifier
section in an Ampex magnetic sound system.
In pulling and replacing these units, in case
of trouble, be sure to push them in straight so they
will fit properly. I have had a few cases where these
units have been damaged slightly because of careless
handling. These are called plug-in preamps
and once properly installed they should give practically
trouble-free operation. Don't handle any
plug-ins roughly: if handled right they will fit
in smoothly and not give any trouble. See that
the tubes fit snugly and keep the interior clean.
This photograph s/iows the fan for forced draft
ventilation, absolutely necessary in all selenium
rectifiers to keep the stack cool. The transformer,
switch and fan consist of one unit as per above,
and the rectifier units are a separate unit so
in case of trouble with either unit, only one
needs to be removed and repaired or replaced.
Rectifiers should be kept clean and all electrical
connections firm. (Strong rectifier.)
new metallic screen, coated half-size
lenses, it is possible to use low intensity
lamps, with large reflectors, and project a
picture, with sufficient illumination, up to
about 14 feet; but we strongly advise exhibitors
to install Suprex or simplified high
intensity lamps for larger screens. A larger
capacity generator or rectifier is also required.
APERTURE AFFECTS ILLUMINATION
Moreover, changes in aperture sizes
will
also affect screen illumination; various
types of screen surfaces will also affect
illumination, and various types of projection
lens. All of these should be considered
when enlarging the screen. Fi-ankly, our
experience in the field, and data on hand,
have proven low intensity lamps are very
inadequate for large screen presentation in
any size theatre auditorium. We don't sell
equipment, so you are getting a straightfrom-the-shoulder
honest opinion and advice
about equipment changes necessary to
achieve good projection.
70 TO laSAMPERE RECTIFIERS
While we are on the subject of screen
illumination, let us tell you about the new
Strong selenium rectifiers and their maintenance.
In future articles, we will present
data on all makes of leading rectifiers
—both the bulb and selenium types. The
writer has found this rectifier, the Strong
selenium type, is very rugged and simple
m construction and operation. It converts
the three-phase alternating current line
supply to direct current for use with high
intensity projection arcs from 70 to 135
amperes direct current. The rectifying
units themselves consist simply of sheets
of metal which are coated on the outside
and are completely moisture-proof to insure
reliable operation in damp climates.
Two sets of transformer taps are provided
for adjusting the output current over
a wide range of amperages and to compensate
for variations in line voltage from
200 to 250 volts. Ventilation is by forced
draft provided by the single-phase ballbearing
fan which cools the plates to room
temperature. Plates are spaced enough
apart so that the draft passes between
them and in direct contact with the rectifying
surface.
All makes of selenium-type rectifiers are
equipped with forced draft ventilation in
order to keep the plates at proper temperature.
We have had very little trouble with
this type of rectifier in the field.
We have received many requests for
instructions
to repair this type of rectifier.
Our advice has always been to send the
unit direct to the factory, as we have found
very few jobs done otherwise to be satisfactory.
The failures on these rectifiers—
Strong rectifier, for example—are very
rare, and we would like to point out that
the rare cases when failure occurs would
undoubtedly be in the rectifier element itself.
Therefore, the Strong Electric Co. has
recognized this possibility in the design
wherein the interchangeability of the rec-
Continued on page 37
The MODERN THEATRE SECnON

—
For MORE INFORMATION on any Product Advertised in this issue or
mentioned in the New Equipment and news pages or for copies
of Manufacturers' Literature listed herein — Use Postcards Below. f
READERS' BUREAU
NEW EQUIPMENT
and DEVELOPMENTS
Briefed from the full description on page 49
Key
Number
PORTABLE LIGHT CONTROL PANEL P.1266
The Tro-Ute, a poilable, console, light-control panel,
developed by the Eastern rrcclsion Itesistor Corp., Is well
suited for usp In theatre audiloriums and movie sets. It has
30 sep:irate light switches, each with its own circuit breaker,
ttlilch may be controlled by any of sl.'i different dimmers.
Tlie panel, which will handle a total of 330 KVA. also
features a pilot, light indicating the degree of brilliance
being used.
GERMICIDAL PADS P-1267
The mouthpieces of public telephones can now be steiilized
by using tei-0-cldes. the germicidal pads developed by the
General Scientific Equipment Co. Steriiization is acrompUslied
with the pads by simply wiping them over the mouthpiece.
The pads come packed 100 to a jar.
ELECTRONIC MESSAGE REPEATER P-1268
Tlie small and Inexpensive Message Is an
Repeater Junior
electronic "barker" manufactured by the Mohawk Business
Machine Corp, The unit is said to be capable of delivering
thousands of pre-recorded two-minute pitches at a high volume
with true fidelily. The messages are recorded on Interchangeable
cartridges of magnetic tape.
FIRE-RESISTANT INTERIOR PAINT P-1269
The G.iddon Co.'s new paint. Duo- Tone, combines the
ability to retard fire with durability, washabiliiy and
attractiveness. The resin-base coating swells and ch-irs in case
of excessive heat to form an insulating blanket. It Is available
in 12 pastel colors and is said to resist chalking, crazing,
blistering, fungus and mildew.
TAPE RECORDER WITH ONE CONTROL P-1270
The new magnetic tape recorder developed by the International
Scientific Industries Corp. can be operated by a single
knob. The recorder, which was designed for u^e as the
central unit In hich fidelity installations, uses the firm's
Islmetric drive to insure stable performance regardless of the
external conditions and to keep the recorder in permanent
adjustment.
LITERATURE
Briufed from the description on page 51
Key
Number
WATERLESS AIR CONDITIONERS L.1676
A new series of coiored and Illustrated folders on the
Industrial and residential waterless air conditioning units being
manufactured by Chrysler Airtemp is now available. The folders
contain data on the various sizes and capabilities of the
uniis and fully discuss their potentialities.
CHANGEABLE DISPLAY LETTERS L-1677
Wagner Sign Service, Inc., has published a comprehensive
52-page catalog of its numerous chargeable letter displays
and mountings for marquees and theatre tron:s. Not only does
the catalog offer illustrations of many real theatre fronts Uitng
the Wagner product but it contains information on all the
displays and their usage.
STORY OF RUBBER LINK MATS L-1678
Three pieces of literature now being distributed by the
American Mat Corp. tell the story of the firm's rubber link
mats: Ezy-ltug, Traff,c-Tred and Tuf-Tred. Each mat is
designed for a different use, yet all three are said tc improve
safety, sanitation and the atmosphere. The materiai b
illustrated.
FOUR LIGHT FIXTURE CATALOGS L-1679
The General Lighting Co. has issued four catalogs and a
single comprehensive price list. Each catalog Is concerned
with a specific type of lighting fixture: Dome lights, linear
lighting, custom decorative types and chandeliers. All specifications
are included In both the catalogs and the price Ust-
SCREEN RESURFACING PAINT L-ieSO
Arctic Blanch, a screen resurfacing paint suited for boih
indoor and outdoor use, is the subject of a folder currently
being distributed by the National Screen Resurfacing Co. The
folder contains data on the qualities and application of the
new rubber base paint. The claims about the paim's quality
are documented by reproductions of letters from satisfied
users.
TWENTY-TWO CANDY BARS L-lSSl
Two Illustrated slngleslieets describing 22 candy bars produced
by Hollywood Brands, Inc. are now available. The singlesheets
offer full descriptions of each bar. Including price.
weight and Ingredients. Pictures of each bar are also contained
io the literature.
NOW used OS a standard reference by hundreds
of America's leading DRIVE-INS.
Valuable^ Complete
DRIVE-IN
THEATRE
GUIDE
to Profitable Drive-in
Operations
^
only
per copy
(In Canada odd 25c. .Foreign odd 50c)
288 pages — 92 illustrafions
k Written by America's leading expert on drive-in
design and operotion.
k Complete from A to Z . . . includes financing
designing — constructing — equipping — proiecting
— concessions — operating and promoting.
-^ Priceless Information helps you increase boxoffice
oppeal . . . ovoid costly mistokes . . .
hold down operating costs.
Order YOUR Copy NOW
BOXOFFICE
82S Van Brunt Blvd.
Kansas City, Mo.
I)W to Use These
i;aders' bureau coupons
I Fill ouf and complete a separate coupon
for each New Equipment item,
or Literature reference (above) which
interests you. Likewise for each Advertised
product (reverse side of this
sheet) about which you want more
information.
Put only one key number
In each square.

A
.
A
READERS' BUREAU
For literature on products advertised or mentioned in this issue, see other
side ol this sheet and read how to use the postcard coupons below.
I
PRODUCTS ADVERTISED IN THIS ISSUE
ADMISSION SIGNS
Bowman. Edsar S 50-C
ADMISSION
CONTROL SYSTEMS
General Register Corp 48-A
ATTRACTION BOARDS AND LETTERS
AdIer Silhouette Letter Co 52-B
Wagner Sign Service Co 6-A
CANDY
Henry Htidc, Inc 28-B
The Nestle Co 27-B
CANDY FLOSS MACHINES
Concession Supply Co 28-C
CARBON
SAVERS
Cali Products Co *5-B
Payne Products Co 32-C
CONCESSION CARTS
Walky Service Co 27-A
CONCESSION EQUIPMENT, DRIVE-IN
Concession Supply Co 25-C
Manley. Inc
2g-A
Walky Service Co
27-A
DIMMING
EQUIPMENT
Superior Electric Co
.11-
DISPLAY FRAMES AND EASELS
Peoples Display Frame 39-A
Universal Corp 30-A
DRINKS, SOFT
Coca-Cola Co 2-A
Pepsi-Cola Co 22-A
EQUIPMENT
LITERATURE MANUAL
First- American Products 45-C
FLASHLIGHT EXTENSIONS
LaVezzi Machine Works 17-A
FOUNTAINETTES
Superior Relrigerator Mfg. Co 26-B
LIGHT CONTROL EQUIPMENT
Superior Electric Co 11-A
POPCORN
BOXES AND SACKS
Concession Supply Co 2S-C
POPCORN
MACHINES
Concession Supply Co 28-C
Cretors Cotp 26-0
Manley, Inc 28-A
POPCORN
SCOOPS
Sceed Scoop . .
POPCORN
SEASONING
.26-C
Blevins Popcorn Co 28-D
POPCORN SEASONING OIL
Concession Suipiy Co 2S-C
C. F. Simonins Sons, Inc 26-A
POPCORN AND SUPPLIES
Manley. Inc 28-A
Tarkio Popcorn Co 25-A
POPCORN WARMERS
Walky Service Co 27-A
POSTER FRAMES AND EASELS
Peoples Display Frame Co 39'A
Universal Corp 30-A
PROJECTION
LENSES
Radiant Mlg. Co. 4.A
Raytoiie Screen Corp 31-A
Wollensak Optical Co 39-B
PROJECTION AND SOUND
Ballanlyne Co 46-A, 47-A
tiitentalionai Projector Corp 1-BC
LaVezzi Machine Works 17-A
RCA Service .51-C
PROJECTOR ARC LAMPS
Ashcrafl Mfg. Co 45-D
National Excehte IJ-A
Strong Electric Corp 5-A
PROJECTION
LENSES
Bautch & Lomb Optical Co 37-B
KollinorQen Optical Corp 21-A
Projection Optics Co., Inc 29-A
PROJECTION
PARTS
LaVezzi Machine Works 17-A
PROJECTION
RECTIFIERS
Strong Electric Corp 5-A
SCREENTOWERS,
DRIVE-IN
Drive-ln Theatre Mfg. Co 45-A
SCREENS FOR INDOOR THEATRES
Ratfia.Tt Mlg. Corp 4-A
Raytone Screen Corp 31-A
SO S. Cinema Sufply 32-6
Williams Screen Co 51-A
SEAT MAINTENANCE AND REPAIR
Theatre Seat Service Co 32-A
SEATING. CONVENTIONAL THEATRES
American Seating Co 3-A
Gftgijs Equipment Co 50-8
Hcy«ood-Wakefreld Co 52-
Ideal Seating Co 37-A
SIGNS. DIRECTIONAL, ETC.
Bowman, Edgar S 50-C
SOUND SYSTEMS, STEREOPHONIC
Slclma Electronics 38-A
SPEAKER CORDS
Whitney-Blake Co 44-A
SPEAKERS, IN-CAR FOR ORIVE-INS
Drive-ln Theatre Mfg 45-A
Oawo
44- B
EPRAD 51 B
First-American Products 45-C
International Projector 1-6C
THEATRE EQUIPMENT AND SUPPLIES
National Theatre Supply 16-A
S.O.S. Cinema Supcly Corp 32-B
THEATRE OWNERS' MANUAL
First-American Products 45-C
UNDERGROUND
CABLES
Whitney-Blake Co 44-A
VACUUM CLEANERS
National Super Service Co 50-A
Pullman Vacuum Cleaner Corp 17-B
Ql

L
!
ANSWER NOT ALWAYS IN
BOOKS
Continued from page 34
IDFAI ll/Lttk
SEATING COMPANY
(Sia„f/,-/ia/uWi,,y{/,rA.
To build profitable rojieat patronage...
tifier element is made a very simple matter.
It is only necessary to remove the front
panel on the rectifier case, remove two
screws holding the front end of the rectifier
element assembly in the rectifier, and remove
five connections from the terminal
panel end of the cable leading to the rectifier
assembly. The rectifier assembly can
be slid out of the rectifier and exchanged
for a new one or repaired at the factory.
We understand the factory has a very
liberal replacement plan wherein it is possible
to remove the defective section and
replace it, salvaging the usable portions of
the rectifier and thus making the replacement
charge very reasonable. When sending
in a rectifier for repairs, do not send
the entire rectifier, only the rectifier
assembly, unless it is definitely known some
Scene from "The Egyptian,"
part, other than the rectifier element, is
20th Century-Fox CinemaScope Epic
defective. In rectifier failure, you will generally
find the rectifier element is at fault
Sharpest image, edge-fo-edge •
and needs repairing. However, check all
the connections first to see every connection
is electrically firm.
most uniform light distribution...
In other makes of selenium rectifiers, for
high intensity arcs, you will find it a fairly
^«^^';'£*»v«^je.>-,^^

have
ANSWER NOT ALWAYS IN
BOOKS
Continued from preceding page
amounts of energy is called the "dividing
network," because for a continuously varying
tone the sound output would appear
to "cross over" from one channel to the
other at this frequency.
We have found entirely too much bass
used in many installations and not enough
in others. Sound should be pleasing to the
ear, speaking should be crisp and sharp,
and music should be soft and clear on both
high and low notes. We find that each
installation is a tailor-made job in order
to secure good coverage, a "happy medium"
when high and low frequencies are adjusted.
Each auditorium will require different
settings in order to secure pleasing
sound reproduction. A good engineer can
achieve desired sound reproduction because
he has a trained ear and equipment. After
equipment has been in operation several
years, sometimes adjustments need to be
made in the entire setup. After the engineer
has made proper adjustments, it is
up to the projectionist to keep the equipment
clean and properly serviced. As far
as the speakers and associated components
are concerned, this is a simple maintenance
procedure which has been outlined in previous
articles in this department.
In the event of high frequency unit failure,
there is no need to close down except
long enough to go backstage and disconnect
the crossover and then connect direct
to the low frequency unit. The LF unit
can be used until you secure a new unit or
have the defective one repaired. Sometimes
a connection comes loose at the
voice coil, but generally the unit should
be sent in for any repairs, unless an engineer
has replacement parts with him. Bear
in mind, the impedance must be matched.
Check your wiring diagram and instructions.
OILING MECHANISMS
Out on inspection trips recently, we
have found projectionists using too much
oil on mechanisms oiled by hand iwith
pump-type oil can > and the excess amount
of oil running all over the floor. Excessive
use of oil on older types of mechanisms is
unnecessary as one to two drops of oil in
a bearing is enough. The old type mechanisms
should be oiled every day and surplus
oil wiped off so it wiU not get on film and
down in the soundhead. Too, in a few
cases we have found projectionists using
lubricant entirely too heavy for the bearings
and intermittent movement. A
medium weight oil should be used and
purchased direct from your dealer as he
knows the best type for your particular
projector.
While late model intermittents are
hermetically sealed and require no change
of oil, if you are operating with an old
type the oil in your intermittent movement
should be emptied out after about
200 hours' run and fresh oil should be
pumped into the movement. Your intermittent
will run quieter and parts will last
longer. F^om continued use oil becomes
"poor" and loses its lubricating qualities.
Most intermittent cases have an overflow
outlet and the movement need not be taken
out of mechanism. You can place some
clean rags or something to catch the oil
and clean out old oil by using a pump-type
oil can to pump in fresh oil. In time, the
movement should be taken out and thoroughly
washed out and refilled with new
oil. Never use gasoline for cleaning parts
or movement, use kerosene or cleaners'
solvent mixed with a little No. 10 lubricating
oil. Gears, in an open type mechanism,
should also be cleaned to keep dirt and grit
Irom wearing the gears unnecessarily.
Never use graphite for lubricating gears,
or anything else; use pure oil.
Daily, the interior of the mechanism,
the film side and gear side, should be
carefully cleaned with lintless cloth. Again,
if you want a steady picture you must clean
the sprockets EVERY DAY with solvent
and a stiff bristle brush. Recent checkups
have revealed that projectionists are often
careless about keeping sprockets clean and
wonder why the picture has a slight jump,
or if the soundhead sprockets pad rollers,
etc., are dirty, why the sound is poor.
I cannot overstress the importance of
cleaning the reflector of your arc lamp
every day. It should be a daily habit. The
small amount of white carbon soot which
accumulates on the reflector in a day, if
allowed to remain several days, will start
to scum the reflector and will become very
THE NEW STELMA
STEREOPHONIC SOUND SYSTEM
THAT IS INTERCHANGEABLE WITH OPTICAL
OR MAGNETIC SOUND EQUIPMENT
STEREOPHONIC SOUND
PARAMOUNT (VISTAVISION)-MGM-WARNERS
ARE RECORDED IN PERSPECTA SOUND
STELMA PERSPECTA INTEGRATORS
'
been fully tested and approved for field use by
C. Robert Fine, Inventor and President of Perspecta Sound, Inc.
STELMA PERSPECTA INTEGRATORS
1
are completely interchangeable with single optical and magnetic
sound tracks. A simple to operate 3-way switch is available at small extra cost. The integrator comes complete at no
acJditional charge over minimum price, although it includes power, input transformer, pre-amplifier base and treble equalizers
and 3 output balancing controls. Pre-wired in a standard rack if requested. Installation time just a matter of hours.
STELMA
IMMEDIATE DELIVERY AT LOWEST MANUFACTURERS PRICES
Available only through established equipment dealers
ELECTRONICS 389 LUDLOW • ST., STAMFORD, CONN. • STAMFORD 4-7561
38 The MODERN THEATRE SECTION

difficult, if not impossible, to remove. This
scum, as it accumulates, will cause considerable
light loss. Any accumulation of
white scum on the reflector which cannot
easily be removed with a clean, lintless
cloth, should be cleaned from the surface
by using a small pad of fine steel wool. No,
it will not scratch the surface, as you may
think steel wool would do. The reflector
can be polished vigorously and then wiped
with cloth. If you clean the reflector every
day, it will seldom be necessai-y to use
this steel wool. Another good cleaner is
Bon Ami on a slightly moistened cloth,
wiping it thoroughly clean, of course.
On high intensity reflectors, carbon and
copper particles which may occasionally
adhere to the reflector surface may be
scraped off with a flexible razor so that
these specks will not hinder polishing. A
small cleaning brush should be kept handy
to brush out dii't and soot accumulation.
Fl~"
THE ANSWER
Finest Lenses
Are Needed for
New Projection
Techniques. ..
Cinema Raptars
THE WORLD'S ONLY PERFECTLY
MATCHED PROJECTION LENSES
USE ALIGNING KIT
It is important that you properly align
your arc lamp with your mechanism. An
aligning kit is supplied, for modern high
intensity lamps, with each pair of lamphouses
to provide an accurate and reliable
method of locating the house on the
projector base, so that the ultimate efficiency
and screen illumination will be obtained.
As a result of the cai-eful use of
this aligning tool, your lamphouse will be
aligned so that its optical axis is in line
with both the center of the aperture and
the center of your projection lens. Sound
engineers generally carry these for various
types of lamps, but the projectionist can
secure a kit direct from the manufacturer
at a very small cost. It is a very important
tool to have, along with volt-ohmmeter,
test loops, etc., in the projection
room. Special tools, easy to use, but helpful
in securing better projection and sound.
shoiUd be in every modern projection room.
COMMENTS—In this particular article
we have presented quite a variety of maintenance
tips on sound and projection.
Some of these problems we have run into
out in the field and others have come to
us via mail. We think you will find them
helpful in .securing better sound and projection.
We have always stressed cleanliness in
the projection room because dust and dirt
and oil mixed will wear moving parts, in a
projector, arc lamp or motor generator set.
Dirt will cause sound troubles in amplifiers
and soundheads: oil or dust on projection
lens will cause poor definition and loss of
light, likewise, oil or dirt on a sound lens
win cause inferior sound quality and low
sound. Projectionists should clean their
equipment every day.
Today with the new movie techniques— CinemaScope, Vista-Vision, Wide
Screen— exhibitors must have the finest basic lenses in order to give
theatre goers sharp, clear pictures from edge to edge of the screen. There
are no finer projection lenses made than Wollensak Cinema Raptars. (For
CinemaScope these lenses are used with anamorphic lenses.) Cinema
Raptars use six and seven element construction. Only with such a design
is it possible to deliver full speed, edgeto-edge sharpness, and highest
resolution. In addition, Cinema Raptars are the world's only perfectly
matched lenses-focal lengths matched to within .0025! Marked as matched
(twin) lenses. Speed ranges are f/1.9 in focal lengths from 2 " through 5"
and f/2.0 to f/2.7 in focal lengths to 7 " . . . priced from $180 each.
WRITE for new literature fully describing these new Projection Lenses.
>*|UST
PURCHASED NEW PROJECTION LENSES?
NEED ADJUSTMENTS FOR WIDE SCREEN?
WHAT TO DO WITH NON-ANAMORPHIC RELEASES?
Wollensak
VARI-FOCUS
a supplementary lens for all screen sizes
With the new Vari-Focus lens exhibitors can show all the
current screen releases without buying a complete new range
of short focus lenses. The Vari-Focus permits you to make
adjustments for screen width . . . change the focal length
of your standard projection lens quickly and easily. (See
table.) The Vari-Focus is a supplementary lens which will
produce any wide screen aspect ratio (non-anamorphic) when
used in conjunction with a 3" to 6" projection lens. The
resolution and picture quality will match those of the finest
projection lens. Price $235 each.
Standard Lens
LIFETIME EXTRUDED ALUMINUM
DISPLAY FRAMES
8-xlO" SLIDE FRAME S1.3S
Comparable prices for slide fromes, poster
cases and wall frames. Contact your local
theatre supply house or for further information
write:
PEOPLES DISPLAY FRAME CO.
1S13-1S15 Olympic Blvd., Montebello 8, Calif.

AN AURA OF NEWNESS GIVEN
TO OLD HOUSE
Exhibitor
Redecorates Because He 'Hopes Never to Overlook Any Improvements
if They Mean Added Comfort for Patrons and Profitable Business'
ant was an arrangement of attractive displays
publicizing programs scheduled at
the De Luxe. The uptown district, where
the De Luxe Theatre is located, is a thickly
populated area. Shumow had the impression
that too many people were passing by,
unaffected by the 22x28 posters and stills
which had been used to advertise current
films and forthcoming attractions. A conference
with Lloyd Niggle of National
Screen Service took care of that, and quite
simply so. National Screen Service Co.'s
40x60 de luxe advertising posters, a standard
rental item, which is always re-useable,
turned out to be real eye-catchers. Shumow
says the poster display draws attention
to a point where business has increased
tangibly, and that any one contemplating
a visit to the theatre gains a comprehensive
idea of the program without questioning
management.
Walls in new soft tones blend with modernistic murals in subdued colors in the redecorated De Luxe
Theatre, Chicago. The murals were done by Hanns Teichert several years ago, and the new color scheme
was designed with them in mind. The new concession stand is handsomer and much larger than the
old one was, and the inclusion of the popcorn machine in the center has resulted in a 50 per cent increase
in popcorn sales.
By
FRANCES CLOW
«N OLD PROVERBIAL Saying, "a lot of
water has gone under the dam," could
well be applied to the De Luxe Theatre of
Chicago, 111.' It is one of the city's oldest
movie houses, but by standards of presentday
modernization, it carries an aura of
newness. It is located at 1141 West Wilson
Ave., one of the oldest north side business
districts, which has a reputation for being
a "transient" district. It is an established
fact that many neighborhood theatres have
suffered either periodically or permanently
because of locale changes. But the
De Luxe has almost continuously enjoyed
a profitable business.
From time to time the De Luxe has undergone
some "face-lifting" here and
there . . . enough to keep it glowing under
a polished look.
When D. B. Shumow took
over the ownership some months ago, he
went over the theatre's needs with a finetoothed
comb. As soon as his survey was
completed a bevy of workmen took over.
The renovation program started with
the marquee. This, actually, required very
little remodeling. The marquee was newly
constructed approximately ten years ago,
and some new paint and rewiring fulfilled
the job. Whiteway Sign Co., however, did
some first-class reconditioning, and comments
forthcoming from opening night patrons
and passersby indicated they thought
the marquee had been constructed from
scratch.
Another portion of the remodeling program
which Shumow felt might be import-
The marquee at the De Luxe required little remodeling,
but was given such a good reconditioning
that patrons believed it to be new. New 40x60
display cases to replace 22x28 posters have tangibly
increased
business.
MODERNISTIC MURALS
Several years ago Hanns Teichert, whose
decorative services are usually sought when
creative and interesting design are needed
in theatre decor, painted murals on the
lobby walls. The murals are modernistic in
trend, but subdued in color and content.
While they don't tell a particular story,
portraying only the results of some cautious
imagination, they are impressive. Consequently
they were left undisturbed when
the Doolco Co. freshened up the lobby.
Before P. Coan of Doolco started the lobby
paint job he spent about ten days of what
he calls "collaborating with the Teichert
murals." Coan bears a reputation for his
fixed ideas on simplified color schemes,
which, he says, are more adaptable to
recreational facilities. As a result, the
lobby, with its soft and artistic colors
blending in with the murals, appears to be
more spacious than it actually is, and is
respectfully looked upon as a sort of pseudo
art gallery. Coan also I'edid the lounges.
Again, he by-passed ideas of ornateness
or riotous color, and both the men's and
vi'omen's lounges resemble a nicely done
miniature-type living room.
THEATRE CHAIRS
REUPHOLSTERED
Shumow did some pro and con thinking
vi'hen he thought about the theatre's
chairs. They always had been properly
maintained. But, to carry out the theme of
"newness," he had Chicago Used Chair Mart
reupholster the entire lot of 998 chairs.
Many theatres throughout the city have
announced the installation of new refreshment
counters, particularly since snacking
has become a popular habit among moviegoers.
The De Luxe was no exception.
Confection Cabinet Co. did a thorough job
of revamping the refreshment counter,
40 The MODERN THEATRE SECTION

.
applying the full knowledge which their
years of experience in the confection cabinet
business has brought them. A big item
which has been added is the SodaShoppe
machine. Dispensing six flavored drinks
instead of the four formerly sold at the
De Luxe, and providing non-carbonated as
well as carbondated drinks, business in the
soft drink department has practically
doubled, according to Shumow. Shumow
said a new Cretors popcorn machine also
has been a boon to business. Popcorn
sales, he said, stepped up between 45 and
50 per cent. He added that he never before
realized that popping corn right before
the customer would make sales go soaring.
The De Luxe caters to patrons of varied
types with a wide assortment of tastes,
primarily adults. Therefore, a certain
amount of concentration on candy bars,
bon bons, munching-type tidbits and even
ice cream sundaes has been rewarded by
sales of good proportion. This strict attention
to customer wants doesn't only apply
sweet taste with patrons": and, they said,
nothing proves this more accurately than a
full house regularly and a frequent replenishment
of the refreshment counter
shelves.
Last, but not least, modern innovations
were not overlooked in the redressing of the
De Luxe Theatre. The De Luxe has a
Cinemascope screen of which the overall
size is 16x36 feet, with an actual screen
size of 16x30 feet. The RCA Dyna-Lite
screen was installed by Abbott Equipment
Co. The installation includes Brenkert projection
heads manufactured by RCA, two
100-ampere heavy duty rectifiers, and a
standby generator in the basement. The
De Luxe, incidentally, is the only theatre
in its zone, outside of the Uptown, a B&K
house located within five or six blocks of
the De Luxe, so equipped. Stereophonic
sound has been by-passed, but Shumow
says he may consider this installation at
a later time.
Such are the physical improvements,
but since Shumow has assumed ownership
there have been other interesting changes
embracing programming, advertising media,
gimmicks, tie-in deals, and a continuous
promotion program for the purpose of keeping
the current sound business going.
Shumow said he always is trying to be alert
to the interests of both adult and .juvenile
patrons.
While the pranks and antics of teenagers
have had theatre owners throughout
the city worried (and duly so), Shumow
said the De Luxe has never suffered because
of willful destruction. He said he had
at times feared vandalism, but he announced
happily that he has no reason
to have even one moment of uneasiness.
What the answer is, he can't say. But he
does, and quite seriously, go about the business
of encouraging children and teenage
juveniles to attend, both by reason of suitable
pictures and promotion gimmicks.
Continued on page 50
This view of the modernized outer lobby shows how D. B. Shumow, owner of the
De Luxe, takes advantage of a specially-designed space above the doors to sell
departing patrons on coming feature presentations.
Living room comfort is provided in the homelike atmosphere of the foyer
lounge. The light colors employed make this, and other theatre areas,
appear more spacious than they really are.
to snacks; it is carried over into the almost
scientific training of the personnel behind
the counters. As an example, even though
a City of Chicago ruling requiring that
food handlers must have health certificates
doesn't become a law until next January
1, the De Luxe already is complying with
the edict.
Courtesy on the part of employes, which
Shumow regards as an absolute "must,"
also is an outstanding requirement for all
concessions personnel. In addition to being
neat, clean and attractive in appearance,
attendants are trained to know customers,
even to the point of remembering what
sort of snack they prefer. 'Courtesy has
almost become a forgotten art," Shumow
said, and he feels that they are doing a
bang-up job in correcting this. In short,
using a unanimous quotation by both
Shumow and L. Grand of Confection Cabinet,
"Courtesy and good service leave a
Two of the striking murals that decorate the lobby walls are shown in the picture below. Note the
smart, inset case for display posters, and the fluted glass decorative treatment above the entrance
to the ladles' lounge. Stairway at right leads to the balcony. Patrons of the theatre look upon the lobby
with its many murals as a pseudo art gallery.
BOXOFFICE :: November 6, 1954

A Jolty Roger flag flies on the huge pirate ship painted on the screen tower
of the theatre of that name recently opened in Detroit. The mural, 45x60 feet,
is completely outlined with neon tubing. Tubing overlays, shaped into waves
and connected to flashers create the effect of waves breaking against the
ship The theme is repeated in the attraction board. The theatre name on top
of the screen tower is in eight foot high old English letters.
DETROIT'S JOLLY ROGER IS FULL-RIGGED
New Half-Million Dollar Drive-in Theatre Featuring Pirate Theme
Is
Equipped for CinemaScope and True Stereophonic Sound
#%LL THE NEW innovations have been
embodied in the design of the new Jolly
Roger Drive-In Theatre, the first and only
drive-in in Michigan and one of the few
in the entire country to be equipped with
true stereophonic sound.
The curved screen tower was designed
primarily for the presentation of all the
new wide-screen projection processes. It
measures 122x82 feet. The projection
booth is 540 feet from the screen tower,
thus making it one of the longest projection
throws in the country.
This half -million-dollar, 1.500-car drivein
is located a short distance west of Detroit
on Van Born Road, just a quarter
of a mile west of busy U. S. 24. This is
in the center of several fast-growing communities,
including Dearborn, Melvindale
and Allen Park. It is owned by Nicholas
George Theatres, Inc., an independent
circuit operating in the down-river area of
Metropolitan Detroit.
The screen tower consists of eight steel
frames with 16 bases supported on anchor
bolts embedded in 40 cubic yards of concrete,
designed to withstand a wind stress
up to 180 miles per hour. More than 20
lineal miles of lumber were used in construction
of the tower. The screen tilts several
degrees inward at the top to reflect
the maximum of projected light on the
7,500 square feet of picture area. The exterior
is covered with Transite which gives
it a marble stone effect.
The entrance and exit canopies are attached
to the tower. Two modernistically
designed boxoffices, each with its own
temperature-control heating panel, are
located below the 82-foot entrance canopy.
These boxoffices are strategically placed to
admit six lanes of traffic. The exit canopy
is 70 feet wide and permits quick movement
of traffic. The West Construction
Co. designed and built the tower and canopy
structure.
Al Boudouris, Theatre Equipment Co.,
engineered and installed the projection,
sound and field equipment. This includes
Century water-cooled projectors. Strong
Super 135 projection arc lamps, Strong
135-ampere selenium rectifiers, four-inch
diameter Kollmorgen objective lenses and
Bausch & Lomb large diameter, anamorphic
lenses. A full 1,800 watts of undistorted
audio power are available to the Eprad
three-unit, high fidelity, stereophonic
sound speakers from the Century amplifiers
which were specially modified and engineered.
The sound equipment rack was
also especially designed for the installation.
Exceptionally attractive signs, pictorials
and lighting displays distinguish the
Jolly Roger. The theatre name is formed
in eight-foot-high, old English, porcelain
enamel letters mounted atop the screen
tower. The letters have recessed faces and
are lighted by multiple rows of lamps wired
to high-speed flashers to give a scintillating
effect.
A huge pirate ship, complete with the
Jolly Roger flag, is painted on the front
of the tower in the center. The painting
measures 45x60 feet and is completely outlined
and lighted witli neon tubing. In ad-
42 The MODERN THEATRE SECTION
I

DRIVE-iN THEATRES
. aipno
dition, tubing overlays, shaped into waves
and connected to flashers, bring about the
realistic effect of waves beating against
the ship.
On the face of the entrance and exit
canopies, which extend from both sides of
the tower, are yellow porcelain enamel
facias. They consist of three rows of lamps.
On four-inch centers, they are wired to
high-speed chaser flashers to give light
action which flows out from the screen
tower. The porcelain enamel entrance and
exit signs are lighted by neon tubing
mounted on top of the canopies.
UNUSUAL DESIGN IN
SIGN
The huge, two-sided attraction board in
front of the screen tower is 45x34 feet, its
design suggestive of the prow of a ship,
and the flag pole to carry the Jolly Roger
flag is 60 feet high. The changeable letter
section of the attraction board has six
lines of letter space and is lighted from
the inside by 784 feet of 24mm, 4,500' white
tubing powered by 1,500-volt, 120 milliampere
lighting transformers. The Jolly
Roger letters at the top of the attraction
board are three feet, six inches high with
a neon outline. Three rows of lamps on
high-speed chaser flashers border the glass
panel. The base of the board is enclosed
by an eight-inch thick, yellow-hued brick
wall that provides a storage room for the
letters. Frames, glass and letters were furnished
by Wagner Sign Service, Inc. Dickey
Advertising Service designed and erected
all signs and displays.
The refreshment stand building, which
measures 80x70 feet, is operated by Michigan
Confection Cabinet Corp. Forbes, cabinet
designer, designed the equipment and
planned the layout. The 80-foot main
counter is divided into six separate serving
units equipped with stainless steel. The
theme of the Jolly Roger has been followed
throughout in both color scheme and display.
The counters have Formica covers
of various shades of blue and yellow. The
attractive, wood-paneled back wall is coral
and blue.
The booth layout and equipment was especially engineered, including the sound equipment rack.
Shown in the picture are Strong Super 135 lamps, Century water-cooled projectors, Century amplifiers
and Theatre Equipment Co. racks.
In front of the 55-foot viewing window is
a special. 26-foot, curved counter where
candy, soft drinks and buttered popcorn
are sold. The floor of the concession area
is of beautiful mosaic, glazed tile of freeform
design.
This same building also houses the projection
booth and the restrooms. The restrooms
are completely modern with glazed
tile walls and floors.
The entire theatre area, all beautifully
landscaped, is enclosed by an eight-foothigh,
all aluminimi fence.
The Jolly Roger Drive-In Theatre is the
third outdoor theatre to be built by
Nicholas George in the last six years. He
first embarked on the drive-in theatre
business in 1948 when he built the Michigan
Drive-In Theatre in Wyandotte, Mich.
In 1950, he built the Fort George Drive-In
Theatre, also located in the down-river
area. George also owns and operates the
Allen Park Theatre, a modern community
indoor house in Allen Park, Mich.
On hand to celebrate the grand opening
of the Jolly Roger with Mr. and Mrs.
Nicholas George were their son, Louis, and
daughter and son-in-law, Mr. and Mrs.
Alexander Thomas. Many exhibitors and
equipment men in the area were also present,
including Ernie Forbes, William
Oleksyn, Christ George, Ben Rosen, Bill
Boudouris. Fred Tellerite, Jim Ross, Tom
Clark and Al Boudouris.
YiiDi
Suggestive o^ the prow of a ship, the 95x34-foot attraction board has a 60-foot
flag pole to carry the Jolly Roger flag. Three rows of lamps on high-speed
chaser flashers border the glass panel. The brick base provides a storage
room for Wagner letters.
A view of the field and the 122xS2-foot screen tower. In the foreground is a
closeup of the Eprad Fiberglas "Stereo 3" in-car speakers. The speakers
receive 1 ,800 watts of audio power from specially engineered Century amplifiers.
The projection throw is 540 feet.
BOXOFTICE November 6, 1954 43

For
A Lake for Beauty and Drainage at Drive-In
LONG, EFFICIENT
speaker performance
TELESEAL®
the win thf's
BUIIT fo be bittkdt
Don't bury wire that wasn't designed to be
buried. It's expensive to dig up!
Take o look at TELESEAL and you'll see
why it lasts so long underground:
Copper conductors for strength
TELEPLATE® cooling
for lottrng odhesion
ond corrosi
resistance
PLUS
PLUS
Special low
moiitwre absorbing
insulotion asturing low
rranimission losiei
Tough, weather resistant neoprene
jacket capable of being buried directly
in
the ground without damage
An air view of the ultramodern Gulf Drive-ln Theatre, Panama City, Fla., shows the large lake which
is a special feature. The lake is surrounded by lights that aid the flashing neon of the attraction sign
ond screen tower in producing brilliant reflections of all colors and shapes. The lake was developed
for two purposes, one was for appearance and the other to drop the water level under the drive-in
theatre. The theatre was built within a few hundred yards of the Gulf of Mexico and the ground was
only a few inches above sea level. There is a natural drain from the property into the lake ond the
system has worked very successfully. Since the photograph was taken the ground has been sodded all
around the area, and palm trees have been planted around the lake. The Gulf, a Martin Theatres property,
has a capacity of approximately 600 cars, with a curved screen in excess of 90 feet in width.
Ashcraft 135 ampere lamps are used.
from moisture and chemical action
in the soil.
THAT'S TELESEAL—the wire that is
built specifically for direct burial in
the ground ... the high quality wire
that will
give you efficient, dependable
service for years.
For your drive-in, order TELESEAL by
name from your theatre supply house.
Big Heating, Ventilating
Exposition Is Forecast
L. N. Hunter, president of the American
Society of Heating and Ventilating Engineers,
reports that the group's forthcoming
61st annual meeting that will open January
24 at the Commercial Museum and
Convention Hall in Philadelphia in conjunction
with the 11th International Heating
& Ventilating Exposition will be one
of the biggest and most varied on record.
Various aspects of heating, ventilating
and air conditioning will be demonstrated.
Many new developments and specialty units
in the allied fields will be shown for the
first time. The variety of designs, each
requiring individual treatment, is said to
have taxed the capacity of the exhibition
halls. As in the past, the meeting and convention
will be managed by the International
Exposition Co.
No unknown brand of soft drink should
be served at a drive-in concession unless
it is some local product that has a heavy
following.
"'WWKl'
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44 The MODERN THEATRE SECTION

• Most
Two Promotions Announced
John Brown Cook, president of the
Whitney Blake Co. and Koiled Kords, Inc..
simultaneously announced the promotion
of Colonel E. L. Love from the position of
advertising and sales promotion manager
of both companies to manager of sales for
the electronic division of Whitney Blake
and the advancement of Miss Fi-ances R.
McCormick to fill the vacancy left by Col.
Love. Miss McCormick has served as Col.
Love's assistant for the past three years,
and prior to that spent eight years in various
other capacities with the company.
DIT-MCO's ULTRA MODERN STEEL
WIDE SCREEN
and
TOWERS
STEEL EXTENSIONS
FOR EXISTING TOWERS
Also
PAINTLOCK STEEL
FACING PANELS.
Greater Strength
Longer Life
Lower Maintenance
Lower Insurance
HASH!!!
DIT-MCO Resisk Hurricanes!
Rugged DIT-MCO Steel Tower installations on the
Eostern Seaboard have all successfully resisted the
terrific pounding of Hurricanes Edna, Carol and
Hazel. One exhibitor reported an 80-mile-an-hour
gale. These destructive storms penetrated inland
as far as Washington, D. C. and Lancaster, Pa.
DIT-MCO Towers ore stondard of beauty and
strength. Be safe—be sure—buy DIT-MCO.
Any size—flat or curved—tilted or verticol. Towers
are engineered for your drive-in, with special
foundation plans for your further protection. Complete
erection plans and foundation plans furnished
for speedy erection.
Clear area provided at bottom of tower for manager's
living quarters or warehousing spoce, etc.
All DIT-MCO Towers are designed for a 30 lb. per
sq. ft. wind load plus ample safety factor in strict
accordance with the recommendation of the American
Institute of Steel Construction.
DIT-MCO steel extensions for existing towers ore
designed with the same beauty and strength as
complete towers. Con be made for wood, masonry
or steel towers.
Write or Wire for Full Details. Prices on ill Items
DRIVE-IN THEATRE MFG. CO.
Division of
DIT-MCO
"World's Largest Manufacturer of Drlfe-In Tbeitia
Equipment"
505 W. 9th Street, HArrison 8007-8484, Kansas City, Mo.
CALI CARBON COUPLERS
Let You Burn All the Carbon
"T/ieyVe
Expendable"
Redstone Building 2.000-Car
Drive-In Near Newark
For Spring Opening
Michael Redstone of Boston, a pioneer
in the drive-in field, is building an elaborate
new outdoor theatre in Newark, N. J.,
for a May first opening. Using a huge
single screen, the theatre will accommodate
more than 2,000 cars and will be
situated in the strategic section of Newark
between the Pulaski Skyway and the Jersey
Turnpike, facing Foundry Street off
the Skyway. The rear of the theatre will
border the Jersey Turnpike. The screen
and screen tower, designed by Signs, Inc.,
will show a picture 126 feet wide and 52
feet
tall,
William Riseman Associates of Boston
are the designers and engineers and will
supervise the entire project with local contractors
and sub-contractors doing the
actual work. Among the features of the
theatre will be an elevated patio 50x100
feet in front of the refreshment building
with tables and chairs for patrons who
prefer to view the screen from this vantage
point. Loud speakers will bring the voices
from the screen to this patio section of
the new theatre.
STAR-SHAPED
COUNTERS
The concession building will be of contemporary
design with an all-over dimension
of 90x100 feet, making it one of the
largest in the East. It will have a complete
basement under the building for storage
space. Air-conditioned and heated, the refreshment
building will have eight starshaped
counters for food service with 500
feet of counter selling space. The projection
building will be attached to the rear
of the concession building and will be a
half a story higher.
Redstone Drive-in Theatres also operate
the Whitestone Di'ive-in in the Bronx, N.
Y., another in Valley Springs, Long Island
and four large drive-ins in the Boston
area. (^They also recently opened a drivein
in Fairfax County, Virginia, i
"^^^S |
PBHH
^^^ '
The most popular carbon saver. Used by more MasS production methods aSSUre yOU top
theatres than ALL other makes COMBINED.
.
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a i* •
At all progressive supply houses. VlUOllty Ot LOWOSt FMCeS
Per Hundred, postpaid: Not Packed in Mixed Sizes. One trial convinces—Pofenfs pending.
6 or 7mm $2.00
8mm or S/16-ineh $2.25
9mm $3.00
No worrying about injury to hiph priced carbon
savers. Burn 'em up, you still profit.
economical carbon saver you ever used!
CALI Products Company
3719 Morjorie Way Sacramento 20, CaliJ.
The WORLD'S LARGEST Producer of Carbon Savers
Send For YOUR COPY Of
This VALUABLE PORTFOLIO
9 Expandable
Pockets
Cover
All Subjects Of
Theatre
And
Operation
Equipment
$150
I Value
Yours
FREE!
The Theatre Owner's Manual enables you to
keep clippings, equipment literature and other
information on theatre operation neatly filed,
always handy for instant reference. You'll'
find if just the thing you've needed for years
to keep such material all together in one
place in an easy-fo-find, orderly arrangement I
Fits in correspondence drawer file, stands on
bookshelf or lies on desk.
Any theatre owner, manager or circuit executive
is eligible to receive this useful portfolio
absolutely FREE! Just clip this ad to your
letterhead, or write asking for
"THEATRE OWNER'S IvlANUAL",
Be sure to state your name and
Position.
IMMmSricaii
Address your request
iirsi•American jWucts.i
1717 Wyandotte St., Kansof City 8, Mo.
THE
ASHCRAFT
HYDRO-ARC
designed to produce
MORE LIGHT at LESS COST
than any Suprex Lamp. It is the most
economical and high-powered lamp for
SMALL and
MEDIUM
DRIVE-INS
We recommend the HYDRO-ARC for
drive-in screens from 40 to 57 feet wide.
s ASHCRAFT MANUFACTURING
36-32 Thirty-Eighth Street Long Island Cily 1, N. Y
BOXOFFICE November 6, 1954 45

46
• • • •
When it
• • • • •
comes to pacbge
Stereophonic Sound Systems
For the Medium Size Theatre Series 2000
Designed so that the smaller theatre can have top quality stereophonic sound
at a budget price. Wall mounted units sa\ e space in small booths. Complete
package includes magnetic soundheads, pre-amplifiers, power amplifiers,
stage speakers and booth monitor.
Larger Size Theatre Series 3000
Compact plug in
t\pe equipment that delivers ample power for the theatre
in the less than 1200 seat bracket. Package includes all necessar\ equipment,
magnetic soundheads, pre-aniplifiers, power amplifiers, booth monitor
and stage speakers.
Flagship Theatre Series 6000
Plenty of power! You get the finest sound deli%ered to every corner of
)()ur theatre. Like all Ballant\ne stereophonic sound, you'll ha\e to listen
to it to belie% e it — here is the wdy stereophonic sound should be.
Drive-In Theatre Series 4452
Supplied with magnetic soundheads, compact, wall mounted pre-amplifiers,
and power supply. Eas) to install and service.
Get the full facts from Ballantyne Engineers.
400 Magnetic Soundhead
Heart of the Ballantyne
stereophonic system is this
compocf, easy to install precision
mechanism. Simplicity
is o feature of the cjesign.
alancecf stabi li ration assures
flutter free film speed.
1712 Jackson Street Omaha, Nebraska
The Do-lt-Yourself Trend
Reaches the Drive- In
Theatre
Exhibitor
For less than $100, exhibitor Milan G.
Steele, Lakeside Drive-In Theatre. Pawnee.
Okla., has constructed and erected a unique
attraction board sign that has the professional
look. Steele designed the board
in the shape of an arrow, and it is 20x5 feet
through the body with the arrow point and
feather part extending 18 inches above and
below.
To make the sign he set three creosoted
posts in cement and used lumber from
three old garage doors to make the backing
and frame. After cutting Masonite to
form the arrow he attached it to backing.
CUT LETTERS WITH SAW
"I purchased an aluminum extrusion
from a theatre supply house to apply to
the sign to hold the letters," Steele says,
"and I purchased some spring clips and
brass rivets from a supply house. I cut
the ten-inch letters in my basement with
a power coping saw and painted them with
red enamel. A jig was set up to drill the
holes for the spring clips so that they all
line up correctly, and are held fast to the
metal strips.
"I have over 200 letters, and altogether
—sign, letters, three electric lights and some
labor hired—I have about $100 or less invested.
The garage doors I had, otherwise
a frame of 2x4s would do the job. I purchased
the posts and was able to get some
scrap 3/16-inch Masonite for the letters
which cost about five cents a square foot."
On the back side of the sign Steele built
a storage cabinet with a hinged door, hasp
and padlock for storing the letters.
Steele also designed a boxoffice and entrance
especially suited for a small drivein
theatre, where usually either the owner
or his wife sell tickets. The boxoffice allows
the handling of the cars by one cashier, as
patrons can drive close enough that change
can be made through the window. This
way, he says, it is unnecessary to give out
tickets or have someone out in front, and
that only one lane is required. The cashier
has a full view of approaching cars.
BUILT
BASKET WEAVE FENCE
Further evidence of Steele's craftsmanship
is the basket-weave fence which he
built around the theatre which is ornamental
and also allows the air to pass
through without transmitting lights from
cars. This fence was built out of native
yellow Cottonwood and formed while still
green, as were the apron and wings of the
screen. The same wood was used to build
a semi-circle of seats separating the playground
from the main area.
Incidentally, the new wide screen, 60x30
feet, replaces the one destroyed in a tornado
last May 1. The screen is 12 feet off the
ground as the theatre area is a natural
slope.
The MODERN THEATRE SECTION

, IILVH LODE
JOHK MTME DUN DURTEA
UIA8ETH SCOTT -»
tfCHKICOLOR
r/iis \% the sign Milan Steele designed and built lor his Lakeside Drive-In Theatre, Pawnee, Okla. He
used three old garage doors to moke the backing and frame, and cut the arrow from Masonite. The sign
is located at the intersection of State Highway 18 and the approach section line to the drive-in on the
back of the ten-acre tract on which the theatre was built.
your New
Drive-ln NOW
and let us
HELP
When it comes to drive-ins The Ballantyne
Company has always taken pride
in being more than just a manufacturer
of sound and projection equipment.
We feel that countless owners and
operators want help and advice on how
to build a better, more economical
drive-in.
That's why we offer these services.
If you have purchased land for a new
drive-in, just send us the general plan
and elevations. Without cost to you we
will lay out the entire theatre. If you
need plans for a projection booth, a
refreshment area or ticket entrance, as
illustrated above, we'll be glad to furnish
them without charge. And of
course, we furnish you with complete
wiring diagrams as well.
Steele designed this boxoffice especially suitable for a small drive-in theatre. One cashier can handle
the cars as patrons can drive close enough that change con be made through the window. Only one
lane is required and it is unnecessary to have a ticket taker. The cashier has a full view of approaching
cars and can see the picture through a side window.
Now is not too soon to plan for next
season. Take just two minutes and
drop us a line if you're planning a new
drive-in. We'd like to help.
Originators of the complete package
for the Drive-in Theatres
A new wide screen, 60x30 feet, now replaces the smaller one which was destroyed in a tornado last
spring. The theatre area is a natural slope, so the screen is 12 feet off the ground.
BOXOFFICE November 6, 1954
'^Ballafitiine(j&
1712 Jackson Street Omaha, Nebraska
47

is
the time
^Heai^e AfaMteHOHce
, Questions
and Answers
This regular Modern Theatre feature is conducted by Dave E. Smalley, contributor to many
important magazines on maintenance and editor of Better Maintenance Mogazine. Questions from
exhibitors are welcomed. Address them to Theatre Maintenance, The Modern Theatre, 825 Von
Brunt Blvd., Kansas City 24, Mo. Enclose stamped, self-addressed envelope for personal reply.
//? Your Admissions
Control System
If there ever was a time when the
Motion Picture Industry NEEDS
every dollar that comes to its door—
that time is now.
Revenue lost through ticket manipulation
or employee connivance can
doom your operation. (Last year,
America's theatres lost over 15 million
dollars through improper ticket
handling.)
Make sure your theatre's admissions
control system is profit-tight . . . with
Automaticket Register and
Ticketaker, to give you effective control
both in the box office and at the
door! Write for full information.
General Register Corp.
43-01 Twenty-Second Street
long Island City 1, N. Y.
1018 S. Wabash Ave., Chicago 5, Illinois
Q HUMIDIFIERS IN WINTER HEATING
While we understand that moist air
promotes better heating efficiency in cold
weather, do you think open vessels of water
set at different locations in the auditoriutU
would serve the purpose or should an electric
humidifier be used?
J^ The right percentage of humidity in
the room will insure body comfort at
a temperature of about 70°F. While it may
be possible to accomplish this result with
the open vessels you suggest, the method
would hardly be dependable. Unless heated,
the evaporation would probably be too slowto
be effective. An electric humidifier
would be more reliable. Very cold air outside
the building may be saturated with
moisture, as it often is, but when it gets
into the building through entrances, etc..
the higher temperature greatly lowers the
degree of relative humidity, making the
warm air comparatively dry. The moisture
must, therefore, be restored by artificial
means.
p
ICY SIDEWALKS
While our marquee protects most of
our sidewalk and entrance from the accumulation
of snow and formation of ice, we
still have to keep the rest of the walk free.
We have always used salt but it is often
tracked into the lobby and even onto the
foyer carpet. Do you know of a better
method than salt?
^ Calcium chloride is equally effective
but it also is of a nature similar to salt
and can be tracked into the building. Hot
sand serves a more temporary purpose and
is usually removed from the shoe soles as
they pass over corrugated runners through
the lobby. Mopping the icy walk with hot
salt water will remove the ice and since
the water will evaporate rather rapidly, you
may be able to get the walk ice free and
fairly dry and with a minimum of residue
of salt.
9
TO REMOVE SCARS ON
, ASPHALT FLOORS
We have some rather bad scars or
7narks on the asphalt floor in our lobby.
They are the result of dragging some
heavy furniture over the floor. We have
tried several cleaners without result. Ca7i
you suggest something?
H We suggest you use steel wool and
soap suds. The well known kitchen
item called "SOS," wetted with water.
is excellent for removing such marks from
any of the resilient floors. Of course, the
job must be done by hand and the scouring
confined to the scar. It cannot be done
successfully with a floor machine. If, after
the scouring, a dull streak appears, waxing
should be the remedy.
p
FLAT PAINT IN THEATRES
In your column recently you recommended
flat paint as an undercoat for
glossy enamel on the interior
of the theatre.
Isn't flat paint preferable to glossy
for such a purpose? I understand that flat
paint is better for acoustics.
J^ You are correct. Flat paint is preferable
for painting the interior of the
auditorium, the walls and ceilings especially.
A glossy surface is more likely to
deflect sound than a flat one. When we
answered the question to which you refer
we were thinking more about the general
technique of painting than its application
to theatre requirements. We are glad you
brought the oversight to our attention.
p
DAMAGED VINYL TILE
We have one of the semi-rigid viriyl
tile floors i?2 our lobby. Several tiles are
damaged and we ivant to replace them.
Hoio can we get the old tile out without
damaging the underlay of asphalt paper?
f^ Heat the tile a little with an electric
iron or blow torch. Apply the heat
.iust long enough to lift the tile out and
promptly insert the new tile while the
adhesive is still soft. Place a weight on
the repaii- for a few hours. Loosened tiles
are easily lifted out with a suction cup
such as you use for opening drains.
p
WORN AISLE CARPETING
At the back of the auditorium, where
the traffic is necessarily the heaviest, our
aisle carpet runners are beginning to shoiu
wear. We do riot care to invest in complete
new runners at this time and we realize
it would be difficult to match up a carpet
ivith a repair. Would rubber runners be
advisable over the worn section or do you
have a better suggestion?
^ Our suggestion is not offered as something
new but possibly as something
you had not thought of. Take up your
runners and reverse them end to end. Let
the worn portion go down in front where
fewer people will see and use it and where
the worn carpeting will last longer.
48 The MODERN THEATRE SECTION

EQUIPMENT & DEVELOPMENTS
Portable Control
Panel
For Auditorium Lights
^
A
r '1
P-1266
For the lighting of movie sets, theatre
auditoriums and stages, Eastern Precision
Resistor Corp. has developed a portable
control panel, the Tro-Lite. The panel
houses 30 light switches which may be
controlled by any one of six different dimmers
allowing the operator to bypass those
in use. Each switch has its own circuit
breaker which protects the entire control
system if it is ever overloaded. The panels
also are equipped with pilot lights which
indicate the circuits in use and the degree
of briUiance or dimming employed. A "G"
position is provided on the panel, too, to
function as a master control in establishing
the degree of light. Each dimmer
can handle up to 55 KVA or a total of
330 KVA for the complete panel.
An upright type console is used to house
the Tro-Lite. Each unit measures 4' 2 feet
long, 5 feet high and 3 feet in depth. To
facilitate movement and stability when in
operation, the unit is mounted on kick-out
type casters.
FOR MORE
INFORMATION
USE Readers'
Bureau Coupons, Page 35
eral Scientific Equipment Co. has developed
a new germicidal pad, tel-O-cide. Telephones
can be disinfected by simply wiping
them with the treated pads which come
packed 100 to a jar. The moisture from the
pads takes effect and dries almost instantly.
The germicide is said to be nonharmful
to humans and will act as a deodorant,
as well.
Compact Message Repeater
Uses Magnetic Tape
^«1R'
P-1268
or electrical switching devices. The prerecorded
talks are delivered through a
five-inch speaker from a magnetic tape
which comes in interchangeable cartridges
the size of a cigaret pack, permitting use of
a variety of messages. The manufacturers
suggest that the device also may be used
behind lobby displays to give sound to advertising,
to direct traffic in parking lots,
to push concessions sales and to control
crowds during breaks.
Fire-Resistant Interior Paint P-1269
May Be Brushed or Sprayed
A new fire-retardant paint called Duo-
Tex is available from the Glidden Co.
Flame resistance is combined with durability,
washability and attractiveness in the
resin-base coating. An interior finish of
intumescent type, it immediately swells and
chars on contact with flame or excessive
heat to provide a firm insulating blanket
of combustion-resistant ash over the affected
surface, according to the manufacturer.
The paint is available in 12 pastel
colors and is adaptable to brush or spray
application. It is said to resist cracking,
chalking, crazing and blistering as well as
mildew and fungus. It may be recoated
with any type of interior paint if desired.
Magnetic Tape Recorder
Has One Knob Control
P-1270
Germicidal Pads to Deter
Germ Transmission
P-1267
To sanitize telephone mouthpieces, especially
those used by the public, the Gen-
street noises are no obstacle to the Message
Repeater Junior, an electronic
"barker," developed by the Mohawk Business
Machine Corp. Although small and
inexpensive the unit can deliver thousands
of two-minute pitches with true fidelity
and high volume either continuously or
at regular intervals determined by manual
Claims mode for products described editorially
on this and other pages ore token from the
manufacturers'
statements.
The International Scientific Industries
Corp. has developed a new magnetic tape
recorder which is controlled by a single
knob. The recorder, designed to be a central
unit in high-fidelity installations, uses
the firm's Isimetric magnetic differential
drive to operate the tape handling without
frictional clutches or brakes. By using
Isimetric drive, the units assure constant
tape tension and a variable drive for editing
and high-speed transport. The special
qualities of Isimetric drive provide stable
performance regardless of external conditions
and eliminate the need for adjustments
through the life of the machine.
BOXOFFICE November 6, 1954 49

—
—
AN
AURA OF NEWNESS
Continued from page 41
Examples of this type of promotion are the
"Back to School" shows which he started
in September . . . free bicycles to the holders
of lucky number tickets at Saturday afternoon
matinees, and tickets to the theatre
with purchase of school supplies at a
nearby drug store making a specialty of
such supplies. Looking ahead, Shumow
plans to intensify this particular part of
his program by tying in with local merchants
during the holiday season. This
deal will permit children to redeem admission
tickets at stores in the uptown community.
Shumow feels that the extensive advertising
he does in north side newspapers,
as well as in the Chicago Tribune, Sun-
Times and American, and program displays
in 28 neighborhood stores has been instrumental
in producing capacity business. He
changes programs three times a week, and
makes every attempt to present pictures
Let A Super
Help YOU Save
Super Heavy Duty Suction Cleaners are money
savers. They do a maximum of work with a
minimum of expense and effort.
Easy to operate, one operator and a Super with
its special tools clean everything everywhere
screen, sound equipment, walls, floors and carpets,
upholstery, draperies, air fihers.
Cleaning ceases to be an expensive item of the
budget when done with a Super. Let your Super
dealer show you how to get the best cleaning
to please his patrons. Above all, Shumow
says, courtesy is his keynote. He says his
personnel have been so thoroughly indoctrinated
with the policy of courtesy that
he has heard a variety of comments pointing
to the fact that patrons are "practically
thanked to death." "Comments such
as these," said Shumow, "makes me feel
I'm running a business which is a tribute
to the community of which I am a part."
Shumow, reared in
the theatre business,
and holding the philosophy of his father.
i
Jack Shumow an experienced theatre man
now retired), said he looks forward to
many, many years at the De Luxe Theatre.
He added that as a theatre owner he hopes
never to overlook any improvements, new
or old, if they mean added comfort for
the patron and profitable business for him.
He feels that a movie house is an important
part of community business operation,
therefore, he takes a prominent role
in community affairs.
Outdoors or indoors, showmanship still
rules the world of entertainment.
Super Model JS
Mocjerately priced.
Light weight, quiet,
same pov/er and
pickup as large
Super.
job for the least money. Or write
NATIONAL SUPER SERVICE CO., INC.
GREATER
1941 N. 12th Street Toledo 2, Ohio
"Once Over Does It"
SUPER SUCTION
SINCE 1911 (§)
•THE DRAFT HORSE OF POWER SUCTION CLEANERS"
Durability in
GRIGGS
CHAIRS
Superior
construction
gives years of service.
Comfort —the minute
they're
occupied!
Their Beauty sparkiest
WRITE FOR CATALOG
GRIGGS E0Uir\1E^T CO.
Belton, Texas
For
YOUR
BOXOFFICE
Engraved by
our exclusive
process on lucrte
to your
specificotions.
LAMOLITE
Model M—For all
general cleaning
Easily converted to
blov^er.
Sales and Service in Principal Cities
In Canada: Plant
Mointenonce Equipment
Co., Toronto,
Montreal, Vancouver
ILLUMINATED PRICE ADMISSION SIGNS
Our enlarged plant facilities assure
OVERNGHT service from coast to coast.
Plastic Signs Engraved for the Entire Theatre
Send for Folder *Pat pend
Edgar S.
Bowman
682 Sixth Avenue Nm Y»rk 10, N. Y.
Semiportable Widescreen
For 16mm Projection
A new semiportable widescreen with
an aluminum frame has been developed by
Radiant Manufacturing Corp. The newunit
was designed for the showing of 16mm
wide screen processes.
The units, which are available in sizes
of 6x16 feet and 8x21 feet, use a screen
made of high-reflection fabric which is
both flame and mildew resistant. The
screen is attached to the aluminum frame
with self-adjusting tension hooks, thus assuring
a smooth surface and easy assembly.
A special shipping and storage container
comes with the screen and frame. The
fabric screen may be rolled onto a special
tube and placed in the container along
with the dismantled frame, when it is not
in use.
Radiant is also offering another widescreen
for 16mm projection in the more
common roller type which uses a tripod
or a wall for support. The roller models
come in two sizes, 3x8 feet and 4x11 feet.
Steel Screen Towers Withstand
Blast of Recent Hurricanes
The full impact of the recent hurricanes
Edna, Carol and Hazel failed to damage
DIT-MCO all-steel screen towers at
drive-ins along the eastern seaboard.
Eager to know how the installations stood
up, screen tower engineers of Drive-In Theatre
Manufacturing Co. sent telegrams of
inquiry to each of its customers in the
storm area following each hurricane. All
reported no damage during the 70 and 80-
mile-an-hour gales.
Typical of
the messages received are the
following:
"Wind velocity 76 miles per hour hitting
screen direct center. No damage.—Gordon
Jarvid, Mallets Bay Amusement Co., Burlington,
Vt."
"Screen tower suffered no damage during
Hazel. Wind velocity 80 miles.—Brodsky
Skyview Drive-In Theatre, Lancaster,
Pa. "
"We have been building drive-in screen
towers since 1947," commented George
Heller, president of the Kansas City firm,
"and we are mighty proud of the tested
and proved fact that no DIT-MCO screen
tower has ever collapsed, even under the
most severe storm conditions such as these
experienced in recent months."
Heller added that his company is currently
filling a growing demand for allsteel
extensions for existing towers.
Exterminate Insects and Rodents
Continue to fight disease-carrying flies,
insects and rodents. Help promote the nation's
health.—National Sanitary Supply
Ass'n.
50 The MODERN THEATRE SECTION

—
—
The following concerns have recently
filed copies of interesting descriptive literature
with the Modern Theatre Information
Bureau.
Readers who wish copies may
obtain them promptly by using the Readers'
Bureau postcard in this issue of The Modern
Theatre.
L-1676
Chrysler Airtemp, a division of
the Chrysler Corp. and manufacturers of
waterless air conditioning units, has recently
issued a new series of multi-colored
and illustrated folders on its various cooling
units. Using a new background design
of white clouds against the blue sky which
represents the products of Chrysler Airtemp,
the folders tell of the potential of
the different air conditioning units, both
industrial and residential. The industrial
and commercial folder contains dimensional
and capacity data, as well as information
on the features of the units.
L-1677—A COMPREHENSIVE Catalog on the
changeable copy display letters and mounting
equipment manufactured by Wagner
Sign Service. Inc., is now available. The
52-page covered edition offers a variety
of illustrations of real theatre fronts and
changeable displays throughout the United
States and Mexico. Instructions on the use
and installation of the various Wagner
units is also included. The various types
of display products discussed include slotted
plastic letters, aluminum letters, window
type frames, background assemblies,
Colorite letters and mounting rails, background
glass and frame units, railock and
standee letters, and the firm's mechanical
letter changing device.
L-1678 The story of the American Mat
Corp.'s rubber link mats is told in three
pieces of literature recently pubUshed by
the company. The firm, whose motto is
"a mat for every purpose," offers many
convincing arguments for the use of its
product, by using illustrations of patterns
and installed mats, as well as words. Specifications
and general information is offered
on three different rubber link mats:
Ezy-Rug: Ti-affic-Tred. and Tuf-Tred.
Each form of matting has a specific use
TT
jLL-PURPOs?
SjUERSCREEj^
' l/oM Cant (Buy, Setter^
Wl LLIAMS
SCREEN COMPANY
and all three improve safety, sanitation
and the atmosphere, according to the
makers.
L-1679—A SERIES of four catalogs and a
price list have been prepared by the General
Lighting Co. Each of the four catalogs
is profusely illustrated with examples of
the firm's lighting fixtures. The catalogs
each featm-e a different type of fixture:
Custom Decorative Lighting Fixtures:
Chandeliers: Dome Lights, and New Forms
in Linear Lighting. Both the price list and
the catalogs offer such information as size,
shipping weight, colors and other valuable
information.
L-1680 An attractive folder describing
the qualities of Arctic Blanch, a screen resurfacing
paint, for indoor and drive-in
theatres, is available from the National
Theatre Screen Refinishing Co. The folder
contains information on application and
the various qualities of the paint, which
are also attested to be copies of letters from
exhibitors who have used Arctic Blanch.
To further strengthen the claims made
about the quality and versatility of the
paint, a list of satisfied users is included.
The paint is said to have a high degree of
reflectivity, freedom from glare and the
ability to withstand weather due to its
rubber base.
L-1681 Twenty-two items in the line
of candy bars made and distributed by
Hollywood Brands, Inc., are the subject of
two illustrated singlesheets published by
the firm. A full description of each bar is
given, including retail price, weight, packaging,
shipping quantities
and ingredients.
Typical of the many candies described are
the Zero, Payday and the Milk Shake. The
sheets are punched to fit any standard
8xll-inch notebook regardless of the number
of rings.
Try The "SOUND TEST"
Repeated sound-comparison
tests between
EPRAD "Universal" inthe-car
speakers and
other makes have conclusively
proved EPRAD
the BEST! Ask your
EPRAD dealer to hold a
test between an EPRAD
and any other make or
makes.
The "Universal" is
the best-sounding, most
trouble-free, easiest-to-service speaker on the
market It hos a Die-Cast Aluminum
case and a 4-inch cone.
$760
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A SPEAKER FOR EVERY NEED!
Whether you desire o 1 , 2 or 3 channel
drive-in sound system, see your
EPRAD dealer for the best at the
lowest possible cost.
EPRAD
"The Voice of the Drive-In"
1206 CHERRY TOLEDO 4, OHIO
Behind
this
The facilities of RCA Service Company
make available to thousands
of theatres tnroughout the country
the vast technical resources of the
Radio Corporation of America.
Problems posed by optical or magnetic
sound, single or multiple
track, 2-D, 3-D or wide screen techniques
are minimized when RCA
Service Company is behind the vital,
operating heart o{ your house.
RCA SERVICE COMPANY, Inc.
.i Radio Corporation of America Subsidiary
Camden, N.J.
BOXOFFICE :: November 6, 1954 51

L
about PEOPLE/and PRODUCT
Roy Boomer, secretary-treasurer of Theatre
Equipment & Supply Manufacturers
Ass'n for the past eight yeai-s, has resigned
because of ill health. Mrs. Boomer who has
been his active assistant in the work will
also retire from TESMA. Known throughout
the entire industry, Boomer began his
career as an actor, from 1906 to 1922. In
the following period, through 1927, he was
exchange manager and theatre executive
of the operation were directly under the
president; now the operation will be divided
into three separate, self-contained divisions:
industrial, commercial and international.
The reorganization, which is expected to
increase sales, was accomplished by the
assignment of new duties and promotions
within the company. The new division
heads are R. K. Serf ass, industrial; J. K.
Louden, commercial, and C. B. Morrison,
international. Pi-esident Lauer will also
have a staff directly under him which will
assist and advise the various divisions.
V
Theatre
Seating Division
Menominee • Michigan
ADLER
for theatre signs
that build
boxoffice
lines!
ADLER
CHANGEABLE
LETTER DISPLAYS
'3D DIMENSION' Plastic and
Cast Aluminum Letters
GLASS-INFRAME DISPLAYS
'REMOVA-PANEL'
FRAMES
'SECTIONAD' LOW-COST
DISPLAYS
For Free Catalog, Write to
ADLER
Silhouette Letter Co.
11S43 W. Olympic, Los Angeles 64, Calif.
Roy Boomer
with Universal Pictures. In 1928 Boomer
joined Warner Bros, where he was a theatre
executive until 1934 when he went into
private business. He became sales manager
of Motiograph, Inc., in 1938 and continued
in this position until he accepted the post
with TESMA. He is a member of the Society
of Motion Picture & Television Engineers.
The Raytone Screen Corp. has undertaken
one of the largest indoor wide-screen
installations on record at the Cine Revolucion
Theatre in Mexico. The Raytone Hilux
screen wiU have a picture surface of almost
2,100 square feet, measuring 29 feet
high by 72 feet in width.
Three new members have been added to
the sales staff of Carbonic Dispenser, Inc.,
to intensify the sales program for its soft
drink dispensing products. George W.
Rhoad of Cleveland was named national
carbonator sales representative. O. J.
Sponseller of Canfield, Ohio, will be assigned
to the northern Indiana-Illinois
territory and Howard Fern of Long Island,
N. Y., will cover the home office district
of Maryland-Delaware, which includes
Philadelphia and Washington, D. C.
A retirement and two promotions have
been effected at Kodak, Ltd., the British
division of the Eastman Kodak Co. A veteran
of 51 years with the company, Ernest
E. Blake has retired as chairman of the
board but will remain as chairman of
Kodak's European and Overseas Advisory
Committee. Blake joined Kodak as a lantern
operator and within three years had
been promoted to wholesale sales manager,
and five years later to head of all sales
and service overseas. After a series of promotions,
he was named board chairman
in 1946.
Following the retirement of Blake, Harold
S. Carpenter, managing director, was
named chairman of the board. He will also
continue as managing director. Carpenter,
who joined Kodak in 1913, also worked his
way up through the sales department. The
other promotion was that of I. D. Wratten
to deputy managing director. Wratten
will continue to function as a Kodak director
and the supervisor of motion picture
film sales in England, Europe and
India.
RocKwooD & Co., which is reported to
have done a 30 million dollar business last
year to make it the second largest chocolate
manufacturer in the nation, has been
taken over by three Chicago businessmen,
Marshall Bennett, Edwin J. Drobka and
Stuart Doyle. H. Russell Burbank will continue
as president of the firm.
After two years with an eastern screen
company, Samuel N. Saiia has resigned to
join the sales staff of the Raytone Screen
Corp. Prior to entering the theatre business,
Saiia was the New York State industrial
representative for several paint companies
and before that he spent eight years in the
selling of intangibles. He is still a member
of the New York State Industrial Ass'n.
Improvement?
PAYS... r
IMPROVE YOUR THEATRE
AND YOU
IMPROVE YOUR BUSINESS
The field and main office organization
of the York Corp., air conditioning and
refrigeration firm, has been reorganized
under the direction of its president, Stewart
E. Lauer, who explained that the old business
structure which had been in existence
since 1928 had become too unwieldy for
the company v/hich now grosses $90 million
in sales annually. Formerly all facets
P. P. WiNBERG was recently elected to
the presidency and made a member of
the board of directors of American Aerovap,
Inc., manufacturers and developers
in the field of controlled vaporization of
insecticides. The selection of Winberg, who
was formerly general manager, is the first
step in an expansion of the firm's activities
in the domestic and foreign markets.
52
The MODERN THEATRE SECTION

—
0XOfflCt(SDDjlJJJi''iJJD5
The EXHIBITOR HAS HIS SAY ABOUT PICTURES
ALLIED ARTISTS
Bowery Boys Meet the Monsters, The (AA)
—Leo Gorcey, Huntz Hall, Bernard Gorcey.
Missed this while away on vacation but from
the popcorn report the town must have
turned out. The trailer led me to believe it
would be up to the series' past results. Played
Sunday., Mon. Weather: ?.—James H. Wiggs
jr., Tar Theatre, Tarboro, N. C. Small-town
and rural patronage.
Return From the Sea (AA)—Jan Sterling,
Neville Brand, John Doucette. Here's a picture
about a seafaring captain that is really
a dandy. Hats off to Allied Artists. These
guys are going to be mailing top product If
they keep improving. NeviUe Brand is plenty
good. Played this as a second feature with
"Outlaw Stallion" and actually the positions
of the two features should have been reversed.
Played Wed., Thurs., Pri. Weather:
Clear and hot.—Robert Klinge, Uptown Theatre,
Sedalia, Mo. Medium size town and
rural patronage.
COLUMBIA
Jesse James vs. the Daltons (Col)—Brett
King, Barbara Lawrence, James Griffith. All
we have to have is "Jesse James" on the
marquee and we'll do more business on a
western and this was no exception. A good
enough western to fill that double bill on the
weekend and the price was right for us, so
we were happy with better than average
business. Played Fri., Sat. Weather: Dry and
dusty.—Mayme P. Musselman, Roach Theatre,
Lincoln, Kas. Small-town and rural
patronage.
Mission Over Korea (Col)—John Hodiak,
John Derek, Audrey Totter. Now here's a subject
that you'd think didn't have much popular
appeal but we did better than average
midweek business. Lots of action and not
too much flying. No punches pulled in the
story either. Played Wed., Thurs. Weather:
Hot.—Walt and Ida Breitling, Comfrey Theatre,
Comfrey, Minn. Small-town and rural
patronage.
Outlaw StaUion, The (Col)—Phil Carey,
Dorothy Patrick. Billy Gray. Just another
horse picture. They seem to be losing their
appeal. Guess the public is seeing too much
of the same on TV. This definitely is not
worth percentage. Might do better as a
Friday-Saturday change. Played Wed., Thurs.,
Fri. Weather: Clear and hot.—Robert Klinge,
Uptown Theatre, Sedalia, Mo. Medium size
town and rural patronage.
METRO-GOLDWYN-MAYER
Desperate Search, The (MGM)—Howard
Keel, Jane Greer, Patricia Medina. This picture
turned out to be a sleeper and did above
Sunday business on a Wednesday one night
booking. MGM sold this one right so I came
up with a little profit.—W. L. Stratton, Ljric
ITieatre, Challis, Ida. Small-town and rural
patronage.
Easy to Love (MGM)—Esther Williams,
BOXOFFICE BooldnGuide : : Nov. 6, 1954
Likes Allied Artists
Sports Features
TJOAR OF THE CROWD (AA)—Howard
Duff, Helene Stanley, Dave Willock.
Howard Duff is the only name to sell but
he's strong enough. AlUed Artists has a
good thing in their sports pictures such
as tills one, "Rose Bowl Story," "White
Lightning," et cetera. I'm waiting as
eagerly for "The Bob Mathias Story" as
some guys are for the percentage to drop
on "Caine Mutiny."—Norman Merkel,
Time Theatre, Albert City, Iowa. Smalltown
and rural patronage.
Van Johnson, Tony Martin. A slick, easy-tolook-at
musical. Swimming, singing, love,
color, pageants. Comments were good.
Played Fri., Sat., Sun. Weather: O.K.—Frank
Sabin, Majestic Theatre, Eureka, Mont. Smalltown
and rural patronage.
Gone With the Wind (MGM)—Reissue.
Vivien Leigh, Clark Gable, Olivia de Haviland.
Comments are not necessary—it's still the
greatest picture of all time. More vivid in
greater than
wide screen and the boxoffice is
ever before. This reissue has broken all
records here. By all means play it! Played
Sun. through Fri. Weather: Rainy.—Robert
Klinge, Uptown Theatre, Sedaha, Mo. Medium
size town and rural patronage.
Gyi)sy Colt (MGM) — Donna Corcoran,
Ward Bond, Frances Dee. We were sorry we
didn't book this three or four days. Had-
"SRO" the two nights shown and for matinee
Sunday which hardly ever happens any
more. We did no extra exploiting—word-ofmouth
did it for us. They don't make enough
of these. Played Sun., Mon. Weather: Wonderful.—Walt
and Ida Breitling, Comfrey
Theatre, Comfrey, Minn. Small-town and
rural patronage.
Homesteader Droopy (MGM) —Short. These
cartoons from MGM are the cream of the
crop—none better. Ran this with Super Panatars.
Why don't you cartoon makers leave
out the frame lines and we can fill our
screen in height using Cinemascope apertures.—Roy
S. Hanson, Fox Theatre, Fertile,
Minn. Small-town and rural patronage.
Mogambo (MGM)—Clark Gable, Ava Gardner,
Grace Kelly. This didn't draw as well
as I expected. I guess our patrons don't
read movie reviews. I liked it though and it
appealed to the women most. Wonderful acting.
Gable is stUl good, though aging—and
really looked it. Played Sun., Mon., Tues.
Weather: Nice and warm.—Evelyn Burgess,
Roxy Theatre, McClusky, N. D. Small-town
and rural patronage.
Tennessee Champ (MGM)—Shelley Winters,
Dewey Martin, Keenan Wynn. Not a
bad picture but a dismal faOure at the boxoffice.
Played Sun., Mon. Weather: Hot.—
Paul Ricketts, Charm Theatre, Holyrood,
Kas. Small-town and rural patronage.
Young Bess (MGM) — Jean Simmons,
Stewart Granger, Deborah Kerr. Here is a
nice little picture that has fine acting and is
well produced. This type of picture is usually
poison in my situation but I was sure surprised
on this one as it did 160 per cent of
Wednesday business and seemed to please.
W. L. Stratton, Lyric Theatre, Challis, Ida.
Small-town and rural patronage.
PARAMOUNT
Alaska Seas (Para)-Robert Ryan, Jan
Sterling, Brian Keith. Another one like this
from Paramount and I will get a hatful of
pencils. Don't buy it if you can get anything
else.—W. L. Stratton, Lyric Theatre, Challis,
Ida. Small-town and rural patronage.
My Son, John (Para)—Helen Hayes, Robert
Walker, Van Heflin. Guess this was just
a little too heavy for our French-speaking
patrons. It was well liked by the few Englishspeaking
patrons who saw it. Played Wed,,
Thurs., Fri., Sat. Weather: Rain and cold.
Harold Bell, Opera House Theatre, Coaticook,
Que. Small-town and rural patronage.
Scared Stiff (Para)—Dean Martin, Jerry
Lewis, Lizabeth Scott. Not as good as the
others but my patrons like them. Business
fair. Showed this 2 to 1—keeps the operator
Busy! Played Sun., Mon., Tues. Weather:
Good.—Ray S. Hanson, Fox Theatre, Fertile,
Minn. Small-town and rural patronage.
Stalag 17 (Para)—William Holden, Don
Taylor, Otto Preminger. Mighty entertaining.
A former POW who was at Stalag okayed
every part of it, except the wristwatch incident.
Says the Germans took all watches.
Great audience show. Played Fri., Sat., Sun.
Weather: O.K.—Frank Sabin, Majestic Theatre,
Eureka, Mont. SmaU-town and rural
patronage.
REPUBLIC
Flight Nurse (Rep)—Joan Leslie, Forrest
Tucker, Arthur Franz. For some of you folk
who are suffering from the picture scarcity
this will get you by. There are some good war
shots, but not enough of them to drive away
the people who are war-picture shy. Played
Wed., Thurs., Fri., Sat. Weather: Rain.—
Harold Bell, Opera House Theatre, Coaticook,
Que. Small-town and rural patronage.
Jubilee Trail (Rep)—Vera Ralston, Joan
Leslie, Forrest Tucker. A fair picture but
not worth what Republic asks for it. Did only
average business with enough profit to keep
it on the right side of the ledger.—W. L.
Stratton, Lyric Theatre, Challis, Idaho. Sn^alltown
and rural patronage.
Thunderbirds (Rep)—John Derek, John
Barrymore jr., Mona Freeman. Another war
picture—but something must have been good
about it because we certainly had good business.
We bought it right and made a dollar.
Played Wed., Thurs., Fri., Sat. Weather:
Cold.—Harold Bell, Opera House Theatre,
Coaticook, Que. Small-town and rural patronage.
RKO RADIO
French Line, The (RKO)—Jane Russell,
Gilbert Roland, Mary McCarty. What was all
(Continued on following page)
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The EXHIBITOR HAS HIS SAY
I
(Continued from preceding page)
the ruckus about this picture? Russell does a
dance—and a "lulu," too—but no one here
saw anything objectionable about this short
bit. In fact, the men walked away with a
gleam in their eyes. I should think you could
play this to very good advantage and without
a lot of preseUing. We had a good gross
and satisfied customers. Played Thurs., Fri.,
Sat. Weather: Oood.—Nate Oglesbee, Ramona
Theatre, Ramona, Calif. Small-town
and rural patronage.
Hans Christian Andersen (RKO)—Danny
Kaye, Farley Granger, Jeanmalre. We didn't
do too bad but lacked a lot of hitting the
split on a picture that is really what people
are crying for—and then refuse to patronize.
What's the answer? Was it Danny or the
story? You can't go wrong with this one, if
you don't get rich. Played Tues.-Thurs.
Weather: Dry and dusty.—Mayme P. Musselman,
Roach Theatre, Lincoln, Kas. Smalltown
and rural patronage.
She Couldn't Say No (RKO)—Robert
Mitchum, Jean Simmons, Arthur Hunnicutt.
With a few more dollars spent to make this
in color it could have been a top notch picture.
Subject excellent, acting good. A good
clean comedy and a fair draw but not a
money-maker for us. Played Sun., Mon.
Weather: Rain.—Walt and Ida Breitling,
Comfrey Theatre, Comfrey, Minn. Smalltown
and rural patronage.
Sword and the Rose, The (RKO)—Richard
Todd, Glynis Johns, James Robertson Justice.
All this picture did was drive my customers
out faster than they came in. I could write
an "excuse" book after hearing all the reasons
why they had to leave. Personally, I
think Disney had better stick to cartoons
and True Life Adventures (which are really
good). In these even though the actors are
animals, they are American. Played Tues.,
Wed., Thurs. (I hope.) Weather: Perfect.
Harland Clark, Milford Theatre, Milford, 111.
Small-town and rural patronage.
20th CENTURY-FOX
Beneath the 12-Mlle Reef (20th-Fox)—
Robert Wagner, Terry Moore, Gilbert Roland.
Played this Cinemascope with optical sound.
Some parts were out of focus and we couldn't
clear them. Using coated Super Snaplites
F19 with Super Panatars. 2:1 ratio to fUl
13:26. Good enough show but it was no draw
here. Played Sim., Mon., Tues. Weather: Pair.
—Ray S. Hanson, Fox "Theatre, FertUe, Miim.
Small-town and rural patronage.
Invaders From Mars (20th-Fox)—Helena
Carter, Arthur Franz, Jimmy Hunt. Guess
our patrons were expecting another "War of
the Worlds" and didn't get it. This one is all
just a nice big dream. However, your folks
may go for that sort of thing. Played Wed.,
Thurs., Fri., Sat. Weather: Showers.-Harold
Bell, Opera House Theatre, Coaticook, Que.
Small-town and rural patronage.
Man in the Attic (20th-Pox)—Jack Palance,
Constance Smith, Byron Palmer. Played
this with "Man Crazy" (Fox). "Man in the
Attic" should have stood in bed but "Man
Crazy" is a good little picture. People want
comedies. The price of eggs "ain't" funny.
No business. Played Fri., Sat. Weather: Excellent.—Ray
S. Hanson, Fox Theatre, Fertile,
Minn. Small-town and rural patronage.
River of No Retnrn (20th -Fox)—Robert
Mitchum, Marilyn Monroe, Rory Calhoun.
This was our first picture In CinemaScope,
although we have been using wide screen since
Jime. My theatre, being only 23 feet wide,
gave me a problem. I finally projected the
picture 20 feet wide and nine feet high. This
gave a very good picture. However, I believe
that a ratio of 2.1 would be better yet. This
is a pretty good film and drew very well here
as it is a story about this country, although
it was made in Canada. This is the first time
since we showed "Greatest Show on Earth"
that we had a line waiting for the second
show. I ran "Hollywood Stunt Pilot" in Cinemascope
and this is really a fine short with
plenty of thrills. It gives an effect closest to
Cinerama of anything that I have seen yet.
I made a profit on this picture in spite of
the percentage.—W. L. Stratton, Lyric Theatre,
Challis, Idaho. Small-town and rural
patronage.
UNITED ARTISTS
Beachhead (UA)—Tony Curtis, Prank Lovejoy,
Mary Murphy. We didn't do too bad
even at a late date and actually had some
favorable comment on this semi-war picture.
Nice cast and good color with plenty
of action but we didn't do business this time
of year with so many state and country fairs
operating. Then, too, school cuts into the
Finds a Gold Mine In
Spanish Program
A TODA MAQUINA (Class Mohme)—
Spanish Language Feature. Now here is
something—an all-Spanish program and
an excellent picture. Look at your hole
card. Here we do not have more than
two Spanish-speaking people in town.
So we advertised the first Spanish program
anywhere in this part of Northern
California and they came for miles. This
pleased the local merchants and we did
an excellent business, considering all the
facts. Do not pass up the possibilities of
this type of program. They are terrific.
Many larger spots could find this a gold
mine. Played Sat. only. Weather: Good.
Walter H. Finn, Chester Theatre, Chester,
Calif. Lumber, logging, tourist, sportsmen
patronage.
family budget and they have to cut down
somewhere—and naturally it is entertainment.
Played Sun., Mon. Weather: Hot and dusty.
—Mayme P. Musselman, Roach Theatre, Lincoln,
Kas. Small-town and rural patronage.
Gog (UA) — Richard Egan, Constance
DowUng, Herbert Marshall. Gog and Magog,
his mate, wrought havoc in the finale but
most of the story covered the operations of
an underground laboratory testing all sorts
of fearful weapons. Hats off to the electronic
engineers it took to wire the complicated
maze of gadgets to make panels of lights
switch on and off, signifying something or
other. It was just futuristic enough to keep
folks interested. I was worried, myself, a time
or two! Played Sun., Mon., Tues. Weather:
Drizzles.—Nate Oglesbee, Ramona Theatre,
Ramona, Calif. Small-town and rural patronage.
Return to Paradise (UA)—Gary Cooper,
Roberta Haynes, Barry Jones. Here's a nice
South Seas picture that we played second
run. No business—I guess second run is a
thing of the past here except perhaps in a
drive-in where the title on the marquee isn't
so important. Played Fri., Sat. Weather: Cool
—60 degrees.—Robert Klinge, Uptown Theatre,
Sedalia, Mo. Medium size town and rural
patronage.
UNTVERSAL-INTERNA-nONAL
Drums Across the River (U-I) — Audie
Murphy, Walter Brennan, Lyle Bettger. Another
good western from Universal which
drew slightly above average and seemed to
please. Audie Murphy is popular here so gets
a larger crowd than some of the others.
W. L. Stratton, Lyric Theatre, Challis, Idaho.
Small-town and rural patronage.
Francis Covers the Big Town (U-I)—Donald
O'Connor, Yvette Dugay, Gene Lockhart.
The "Francis" series is only fair in
our situation. This picture is good and is
worth any playing time. Terms okay. Played
Fri., Sat. Weather: Fair and warm.—C. H.
(Buck) Fryce, Alma Theatre, Alma, Wis.
Small-town and rural patronage.
Law and Order (U-I)—Ronald Reagan,
Dorothy Malone, Preston Foster. The guys
and gals who pay for the prints found it
a welcome relief for popular Ronald Reagan
to be shooting outlaws instead of Injuns this
Friday and Saturday. It deUvers entertainment
in every department as a fine supporting
cast makes the use of nice scenery and
Technicolor worth the expense. Doubled with
"Prowlers of the Everglades" to give TV a
couple of nights of rough competition.
Weather: It would have been cool for a lot
of your folks but it seemed hot to us.—Bob
Walker, Uintah Theatre, Fruita, CX)lo. Smalltown
and rural patronage.
Bide Clear of Diablo (U-D—Audie Murphy,
Susan Cabot, Dan Duryea. Audie Murphy
has what it takes to bring in the cash cus-
Plenty of bloodshed
tomers, large and small.
and, of course, our hero wins out at great
odds. They don't come any better for our
money. Played FYi., Sat. Weather: Cool and
showers.—Walt and Ida Breitling, Comfrey
Theatre, Comfrey, Minn. SmaU-town and
rural patronage.
WARNER BROS.
Boy From Oklahoma, The (WB)—Will Rogers
jr., Nancy Olson, Wallace Ford. This is
not one of those shoot-em-up westerns, just
a good simple story that should please. We
did very well with it. Maybe it was because
the Indians and cavalry were missing for
once. Played Wed., Thurs., Fri., Sat. Weather:
Showers.—Harold Bell, Opera House Theatre,
Coaticook, Que. Small-town and rural patronage.
Dial M for Murder (WB)—Ray Milland,
Grace Kelly, Robert Cummings. An outstanding
mystery displaying the deft touch
of Alfred Hitchcock. The audience follows
the plamiing of a murder, the attemp*' to execute
the plans and how the police finally
apprehend the guUty party. Mostly a character
representation, with little action, yet
this held the attention of even the youngsters.
Played Sun., Mon., Tues. Weather:
Good.—Nate Oglesbee, Ramona Theatre, Ramona,
Calif. Small-town and rural patronage.
Duffy of San Quentin (WB)—Louis Hayward,
Joanne Dru, Paul Kelly. Good enough
for the lower half of your weekend double,
with action and a pretty good cast and story.
You'll run a lot worse and get less satisfaction.
Priced right and worth a date.
Played FYi., Sat. Weather: Dry and dusty.
Mayme P. Musselman, Roach Theatre, Lincoln,
Kas. Small-town and rural patronage.
High and the Mighty, The (WB)—John
Wayne, Robert Stack, Claire Trevor. A well
made picture by a star-studded cast but it
doesn't fit in our situation. Should go over
as terrific in larger cities where the customers
can endure a two-hour and 27-minute plane
ride and a plot which includes the life story
of every one of the passengers. Played Sun.
through Thurs. Weather: Rain storms.
Robert Klinge, Uptown Theatre, Sedalia, Mo.
Medium size town and rural patronage.
BOXOFFICE BookmGuide Nov. 6. 1954

•
1573
IL^An interpretive oiuilysii of lay ond trodepress reviews. The plus ond minus signs indicate degree of
iV merit only; audience clossification is not rated. Listings cover current reviews, brought up to dote regularly.
iKThis deportment serves also os on ALPHABETICAL INDEX to feature releases. Numerol preceding title
IHb Picture Guide Review page number. For listings by company, in the order of releose, see Feature Chart.
P
liyiimBiMi +:*'
++ Very Good; + Good; — Fair; — Poor; — Very Poor. In the summary +t is rated 2 pluses, — as 2 minuses.
LS,*? About Mrs. Leslie (104) Drama Para
1546 Act of Lo>e (105) Drama UA
2^4 Adventures of Hajji Baba. The
Drama (93) 20(h-Fox
15S7 Adventures of Robinson Crusoe (90) Drama UA
USS Affairs of Messalina. Tbe (108) Drama. Col
U23 Africa Adventure (63) Documentary RKO
1602 Aida (110) Musical I.F.E.
1555 Alaska Seas (7S) Drama Para
1524 All tlie Brothers Were Valiant (101)
Adv-Drama
IMGM
1588 Always a Bride (83) Comedy U-l
1555 Annaourna (58) Documentary. . Mayer- Kingsley
1595A|iache (90) Drama UA
Arrow in the Dust (80) Drama AA
Atbena (119) Musical MGM
B
1517 Back t» God's Country (78) Drama U-l
1544 Bad for Each Other (83) Drama.. Col
1562 Bait (79) Drama tol
1627 Barefoot Contessa. The (128) Drama UA
1562 Battle of Rogue Riier (71) Drama Col
Beachcomber, The (..) Drama UA
1553 Beachhead (89) Drama UA
1564 Beat the Devil (89) Drama UA
1625 Beau Brummell (107) Drama MGM
1573 Beauties of the N

REVIEW DIGEST
++ Very Good; + Good; * Fair; — Poor; — Very Poor. In the summary tt is rated 2 pluses, — as 2 minuses.
ii
CLE
++ 13+
+ 3+2-
- 1+2-
+ 10+1-
7+1-
H

I
++ Very Good; + Good; — Fair; — P oor

.
.
1
.
.
'
!
©Flame
. M.
j
Feature productions by company in order of release. Number in square is nationol release date. Running
time Is in parentheses. Letters and combinations thereof indicote story type os follows: (C) Comedy; (D)
Dromo; (AD) Adventure-Drama; (CD) Comedy-Drama; (F) Fantasy; (M) Musical; (W) V/esiern; (SW) Superwestern.
Releose number follows. (J denotes BOXOFFICE Blue Ribbon Award Winner. Photography:
Color; -^ 3-D; en Wide Screen. For review dotes and Picture Guide page numbers, see Review Digest.
>-
Of
<
ALLIED
ARTISTS
(B Highway Dragnet (72) D. .5405
Jou Bennett. Richard Conte, fVandt Hendrli
CQ SJBittef Creek (74) ....W..5423
Wild Bill Elliott, Bertrly Garland. C. Young
El Riot in Cell Block 11 (80) O..S^1
NcTllle Brand. Bmlle Meyer, Prank Faylen
21 Porta Playboyt (62) C..5418
Leo Oorcey. HunUs Flail, Viola Vonn
£ Of Mr. Pottt Goes to Moscow (93) C..5400
<
Oscjir Homolka, Nadla Gray, George Cole
Dragonfly Squodron (83) D . . S-2
John Hi)dl>l[, Barbara Brltton, Bruce Bennett
a Loophole (79) D. .5414
Barry Sullivan, Dorothy Malone, C. MeOraw
a gjPrlde of the Blue Grass (70). .D. .5410
Uoyd BrIdiM, Vera iUlea, U. Sheridan
COLUMBIA
©Charge of the Loncen (74).. D.. 625
I'aulette Goddard, Jean Pierre Aumont
©lyMiss Sodie Thompson (91 ). . . D. .630
Rita Hayv\orth. Aldo Ray, Joae Ferrer
(Special prerelease)
Wild One, The (79) D. .623
Marlon Brando, Mary Murphy, Bobert KtUh
Bolt (79) D..639
Cleo Moore, John Agar, Hugo Haas
fiBoHle of Rogue River (71 ). . .D. .637
eorge Montgomery, Martha Hyer, B. Denning
It Should Happen to You (87).. C. 63
Judy Holllday, Peter Lawford, Jack Lemmoo
Drive a Crooked Rood (82) D. .638
Mickey Rooney, DIanne Foster, Kevin McCarthy
©Iron Clove, The (77) D. .634
Robert Stack, Crsula Thelss, R. Stspley
O^Jesse James vi.
the Daltons
(65) V^..629
Brett King, Barbara Lawrence. James Orirritb
LIPPERT
B Queen of Shebo (99)
Special cast
S We Wont a Child (76).
Spocial cast
BH Bloekout (87)
Dane Clark, Belinda Lee, B.
.D..5325
.D..5324
D..5309
A. Darles
(a Fongs of the Wild (71). D.
Charles Chaplin Jr., Margla Dean
ES Heof Wove (70)
Alu Nlcol, Hillary Brooke
.5311
.D. .5310
M-G-M
[U ©Soodio (82) D..415
Cornel Wilde, Mel Ferrer, Rita Gan
i li©Long, Long Trailer, The
(96) C..416
Lucille Ball, Desi Amaz, Marjorle Main
Julius Caesar (122) D. .462
Marlon Brando. James Mason, Louis Calhern
(Special prerelease)
O ©Tennessee Chomp (73) D. .417
Dewey Martin, Shelley Winters, Keenao WysD
51 ©inRose Marie (106). .
Ann Blyth, Howard Keel,
Fernando
M..418
Lamas
g) ©Gypsy Colt (72) D..419
Lionna Corcoran, Ward Bond, Prances Dee
511 ©Rhapsody (115) MD..420
Gllzabeth Taylor, Vlttorlo Gasiman, J. Erlcsea
I®Arrow In the Dust (80) D. .5404
Bterllng Hayden, Coleen Gray, Kellli Larsep
I
Forty-Nlners, The (701A) W. .5424
Wild Bill Elliott, Virginia Grey, Denver Pyle
S Bowery Boys Meet the Monsters
(66) C..54I9
Leo Gvrcay, Hunti Hall, Laare Maaw
1
Desperado, The (81) W..5426
Wayne fiiorrta. Beverly Garland, J. Lydoa
m Weak ond the Wicked, The
(72) D. .5432
Olinils Johns, John Gregson, Slmone Sllva
EIRctunt From the Seo (80) D. .5409
Jan Sterling. Neville Brand, Eobcrt Arthur
1 Security Risk (69) D. .5417
John Ireland, Dorothy Malone, Keltb Larsen
1 Killer Leopord (70)
JuhnDy Sheffield, Beverly O&rland
.D..54I2
^Mod Magician, The (72) D. .640
Vincent Price. Mary Murphy, Eva Oabor
Massacre Canyon (66) W. .635
Phil Carey, Audrey Totter, CharllU
Miami Story, The (75) D. .641
Barry Sullivan, Adele Jergens. Latbar A(fier
Jungle AAon-Eoters (68) D . . 707
Johnny Wetjsraullor. Karln Booth, K. Stapley
©Saracen Blade (76) D. .633
Itlrairda Uoatolban, Betta Bt. Jobn
©Hell Below Zero (91) D..709
Alan Ladd. Joan Tetiel, Basil Sidney
Indiscretion of on Amerlcon
Wife (63) O..703
Jennifer Jones, Montgomery CUft. V. DeSlca
©Outlow Stallion (64) W..705
Phil Carey, Dorothy Patrick
©Low vs. BtHy the Kid, The
(73) W..711
Scott Brady, BetU St. John. Alan Hale Jr.
Pushover (88) D..704
Fred MacMurray, Rim Novak, Phil Carey
9 Monster From the Oceon Floor
(64) D..5328
Anne Klmbell, Stuart Wade
i ©The Cowboy (69) Doc. . 5308
Narrators: Tex Rltter, BUI Conrad, John Dehoer
SaBIg Chose, The (60) D. .5328
Lon Chaney, Qlenn Langao
iJl Pold to Kill (70) D..5326
Dane Clark
M River Boot (73) D . . 5329
Phyllis Klrb, John Bentley, Robert Ayrci
@ Thunder Poss (76) D. .5405
Dane Clark, Dorothy Patrick, Andy Devlne
63 ^Executive Suite (106) D. .423
Willi.im llolden, Barbara Stanwyck, J. AJlysoa
gS ©Prisoner of War (81) D. .427
Ronald Reagan, Dewey Martin, Steve Forrest
and the Flesh (104) D..421
Lana Turner, Carlos Thompson, Pier Angell
531 ©Men of the Fighting Lody (80). D.. 425
Van Johnson. Dewey Martin. Walter PldgeoD
j©aStudent Prince, The (109) . .424
Ann Blyth, Edmund Purdom, John Erlcsoa
1
©Valley of the Kings (83) D. .431
Ttobert Taylor, Eleanor Parker, Carles TbompsoB
ID t,>©aSeven Brides for Seven ^
Brothers (102) M..42a
Jane Fuuell, Howard Keel, Jrff Richards
!©Hcr Twelve Men (91) CD.. 429
Groer Garson, Robert Ryan, Barry Sullivan
GO
S
H) Jungle Gents (64) C. .5420
Leo Oorcey, I!unt2 Hall, Laorette Luei
iTwo Cuns and a Bodge (69). .W. .5427
Wayne Morria, Damlan O'Flynn, B. Barcroft
©Block Dakotas, The (65) W. .721
Gary MerrUl, Wanda Hcndrls. John Bromfleld
©Bullet Is Waiting, A (82) D..712
Jean SlDjmone, Rory Calhoun, Stephen McNally
Human Desire (90) O. .710
Glenn Ford, Glorl* Qrahaaie, B. Crawford
Q] Terror Ship (72) D..5330
William Lundlgan
52 Silent Raiders (65) D..5404
Richard Bartlett, Earle Lyon, Jeanette Bordeaux
H Unholy Four, The (80) D. .5401
Paulette Goddard, WllUam Syliester
12 ©Betrayed (108) D . . 501
Lanii Turner. Clark Gable, Victor Mature
©Brigodoon- (108) MD . . 502
Gene Kelly. Van Johnson, Cyd Cbarisse
g
G
(U Human Jungle, The (82) D. .5501
Gary Merrill. Jan Sterling, Paula Baynend
I
Bob Mathlos Story, The (80). .0. .5502
Bob IMatblas, Diane Jergena, Ward Band
On the Woterfront (108) D. .702
Marlon Brando, Karl Maiden, Lee J. Cobb
©Three Hours to Kill (77) W. .720
Dana Andrews, Denna Reed, Diane Poster
B Deadly Gome, The (..) D..5402
Uoyd Bridges. Flnlay Currle. Slmone Sllva
g] Rogue Cop (92)
Robert Taylor, George Raft, J. Ldgk
.503
I ©Beou Brummell (107) D. .504
Elizabeth Taylor, Stewart Granger
(S Torget Earth (..) D..5503
Virginia Grey, Richard Denning, K. Crowley
Cry Vengeance D . . 5504
Mark Stevemi, Martha Hyer, Joan Voha
.
Affairs of Messolino (106) D. .
Maria Felix, Georges Marchal
©Block Knight, The (85) D. .719
Al;in Ladil. Patricia Metiina, A. Morrell
Cannibal Attoek . . ) D . (
Johnny VVeissmuller, Judy Walsh, David Bruce
©Fire Over Africa (84) D..7I6
Maureen O'Uara, Macdonald Carey
[s] The Siege (
Special cast
) D..5323
©Athena (119) M. .
J;ine I'owell. Vic Damone. Debbie Reynolds
©Lost Time I Sow Paris, The
(128) D..
Elizabeth Taylor, Van Johnson, Donna Reed
o z
o z
i
o
©African Fury
Doc.
^Annopolis Story, The D .
John l)eri-k, Diana l.,>iin, Kevin McCarthy
.Big Combo, The D. .5508
Cornel Wilue. Jack Palance, Jean Wallace
©Block Prince, The D..
Errol riytm, Joanne Dru, Peter Pinch
Bowery to Bogdod C. .5421
Leo Gorcey, Ilunlz Hall, Elrlc Blore
John Brown's Raiders D. .
Haymond Miu^isey, Debra Paget
Port of Hell O..5505
Dane Dark, Carole Matthews, W. Uorrl*
Riders of the Ruby Hills D. .
Z;rrh,iry Scott, Bart McLajie, C. Mattliews
©Shotgun
D
Sterling Hayden, T. De Carb, Z. Scott
©Tonight's the Night (..) D. .5506
Yvonne Da Carle. David Nlrai, B. Fitzgerald
Bamboo Prison, The D. .
Robert Francis, Diane Foster, Brian Keith
Bandit, The (92) D . .
Alberto Ruschel, Msrlsa Prade, M. Elbelro
©Coine Mutiny, The (125) D..701
Humphrey Boeart, Van Johnson, Jose Ferrer
Detective, The (91) CD..
Alec Guinness, Joan Greenwood, Peter Finch
End of the Affair, The D. .
Deborah Kerr, Van Johnson, John Mills
©oLong Groy Line, The D.
Tyrone Power, Maureen O'llara
Phffft (91) C. .715
Judy Holllday. Jack Carson, J. Lemmon
©They Rode West (84) D..717
Robert Francis. Donna Reed, Phil Carey
©iriThroe for the Show M.
©aViolent Men, The D.
Women's Prison D. .
Ida Liiplno, Howard Duff, Jan Sterling
Block Pirotes D..5407
Anthony Dexter. \Mn Chaney, Bobert Clarke
Gloss Tomb, The,..' D. .5409
John Ireland
Race for Life, A (. .) D. .5403
Richard Contc. Marl Aldon
They Were So Young D..5406
Scott Brady. Ra^'mond Burr
©i=iBad Doy at Block Rock D. .
Spencer Tr.icy, Robert R.san, Anne Francis
Crest of the Wave (90) D. .
Gene Kelly, John Justin, Jeff Rldiards
©Deep in My Heort MD. .
Jose Ferrer, Merle Oberon, Helen Traubel
©Gloss Slipper, The M. .
Leslie Caron. Michael Wilding, Keenan Wyno
©cuGreen Fire D. .
Stewart Granger, Grace Kelly, Paul Pouglaa
©Invitotion to the Dance M. .
Gene Kelly. Bellta, Tamara Toumanova
©tnJupiter's Darling M. .
E,stlKT Williams, Howard Keel, George Sanders
©trjMony Rivers to Cross D . .
Eleanor i'arkcr. Robert Taylor
©aMoonfleet D. .
Stew-irt Gran^ier. Viveca Llndfors, J. Greenwood
©Prodigal, The D . .
Lana Turner. Edmond Purdom, L. Calhern

,
Humphrey
.C.
.
I
Untamed
.
FEATURE
CHART
I
PARAMOUNT
Aiosko Seos (78) D. .5313
Bobert Bjao. Jan Sttrlint, Briiin Keltb
©Jivaro (92) D..53n
Fernando Lam.-u, Bhondi Fleming, Brian Keith
SfMonsy From Home (100) .
.5310
Deim Martin, Jerry Uwis, Pat Crowley
RKO RADIO
B ©>yFreneh Line, The (102) M. .407
Jane Russell, Gilbert Holand, J. McKeniie
glShe Couldn't Say No (89) C. .408
Jean Simmorb', Robert Mltcluim, A, Hunnlcutt
g3©Rob Roy, the Highland Rogue
(84) D. .494
Richard Todd, Glynla Johns, Flnlay Currle
REPUBLIC
H Phantom Stollion (54) W. .5331
Ua Allen, CarU Balenda.'SUm Pickens
?OTH
CENTURY-FOX
©Hell and High Woter (103). .D. .403
Richard Widmark. Bella Darvi, David Wayne
©Miss Robin Crusoe (75) D. .338
Amanda Blake. George Nader, RoaaUnd Hayes
CD
c=
>
so
-<
ONoked Jungle, The (93) D..5315
Charlton Ilejton. Eleanor Parker, W. Conrad
©Red Garten (90) M..5314
Rosemary Clooney, Jack Carson, Guy Mitchell
a ©-^/Dangerous Mission (75) . . . . D. .410
Victor Mature, Piper Laurie. William Bendlx
SI Flight Nurse (90) D. .5301
Joan Leslie, Forrest Tucker, Jetr Donnell
©New Faces (98) M. .409
Eartha Kitt, Ronny Graham. Robert Clary
©CDNight People (93) D..407
Gregory Peck. Broderick Crawford, A. Biork
©Rocing Blood (76) D..410
Bill Williams, Jean PorUr, Jimmy Boyd
3
>
TO
3:
OCaunovo'i Big Night (65). . .C. .5316
Bob Bope, loan Fontaine, Basil Bathbono
El Soint's Girl Fridoy, The (68). . . .D 411
Loula llaywanL Naomi Chance, Sidney Tafler
m Geraldine (90) CO . . 5302
Uala Fovers, John Carroll, Krlstlns UlUer
Heiress, The (70)..
Judy Canova, Donald "Red" Barry
.C..5325
©Prince Voliont (100) D..411
Robert Wagner. Janet Leigh, James Mason
Rocket Man, The (80) D..412
Charles Cobnrn, Spring BylngUm, 0. Wlnalow
^Elephant Wolk (103) AD.. 5317
Elliabelh Taylor, Dana Andrews. Peter Finch
©Secret o» the Incos (101 )... D. .5318
Charlton BestoD, Bobert Yoimc, Yma Sumac
aOCorniYol Story, The (95) D. .412
Anne Barter. Stete Cochnn, Lyl« Bettger
SgeSllTor Lode (80) SW. .413
John Payne, Uzabetb ficott, D&n Duryea
HSIns of Rome (75) D..414
LudmiUa Tctaerlna, Masalmo Girotti
aSOJubilee Trail (103) W..5303
Vera Ralston, Forreat Tucker, Joan Leslie
la Hell's Holf Acre (91) D. .5304
Wendell Corey, Byelyn Kcyes, . Lanchestar
©e/Gorillo ot Lorgo (83) D. .406
Anne Bancroft, Cameron Mitchell, Lee J. Cobb
©River of No Return (90) D. .405
Marilvn Monroe. Robert Mttchum, R. Calhoun
©Siege ot Red River, The
(86) D..404
Van Johnson, Joanne Dru. Richard Boone
OSaThree Coins in the Fountoln
(101) D..413
Clifton Webb, Dor othy McGuire, Jean Peters
©Demetrius and the
Gladiators (101) AD. .415
Victor Mature, Susan Ha5^vard. U. Bennle
©Princess of the Nile (73) D. .414
Debra Paget. Jeffrey Hunter. Dona Draka
©Knock on Wood (103) MC..5319
Dannv K.ije. Mai Zetterllng, Darid Burns
©Living It Up (95) C..5320
Dean ftUrtin, Jerry Lewiu, Janet Leigh
[S ^XiiHons Christian Andersen
(112) M.
Danny Kaye, Jeanmalre, Farley Granger
551
S eSuson Slept Here (98) C, .501
Dick Powell. Debbie Reynolds, Glenda Farrell
ii; ©Loughing Anne (91) D. .5305
Wendell Corey, M^irgarot Lookwood, P. Tucker
©Garden of Evil (100) D. .416
Susan Hay.vard, Gary Cooper, B. Widmark
©Gambler From Notehei,
The (89) *>'
Dale Robertson, Debra Paget c:
-<
About Mrs. Leslie (104) D. .5321
Shirley Booth. Robert Ryan, Alex Nleol
?)Reor Window (112) D. .5401
araa BtewaM. Orace Kelly, Ttaelma Bitter
©Africo Adveonire (63)
Doc. .H)2
a Moke Haste to Live (90) D. .5306
Dorothy McGuire, Stephen McNalljr, M. Murphy
31l©0uteost, The (90) D. .5308
John Derek. Joan Evans, ilarry Carey jr.
^©Johnny Guitar (110) W..5307
Joan CrauTord. Sterling llaydcn, Scott Brady
§1 Roogie's Bump (71) CD. .5310
Ruth Warrick. K. Martottl. Brooklyn Dodgers
m Shdnghal Story (90) D. .5311
Edmond O'Brien. Ruth Roman. R. Jaeckel
a Tobor the Great (77) D..5309
Charles Drake, Karin Booth, Arthur Shields
lIl©aBroken Lonee (96) D. .419
Spencer Tracy, Jean Peters, Robert Wagner
©Roid, The (82) D
. . 408
Van Heflin, .taoe Bancroft, Lee Marvin
©Egyptian, The ( 1 40) D
. . 420
Edmund Purdom, Gi'ne Tierney, Jean Simmons
Sobrlno (113) CD. .5402
Hunphrey Bogart, .Audrey Hepburn, W. Holden
(S ©Passion (84) D . . 503
Cornel Wilde. Yvonne De Carlo, Lon Chaney
©This Is My Love (90) D..504
Linda DamcU. Dan Duryea. Faith Domen^e
©Adventures of Hojli Bobo,
The (93) D..424
John Derek. Elaine Stewart. Thomas Gomel
1
©aWoman's World, A (94) CD. .421
Clifton Webb, June Allyson, Cornel WUde
J/)
m TJ
o <
©aWhite Christmas (120). .. ,M. .5403
Blng Crosby, D. ICaye. B. Qooney, Vera-Ellen
©Cottle Queen of Montana
(..) D..
Barbara Stanvyck. Ronald Reagan. Lance Poller
She-Wolf, The (. .) D.
Kerima, Ettore MannI, May Brltt
Block 13 (..) D..
Peter RevnoUls, Rona Anderson, Lana Morris
©cziBlock Widow (95) D. .423
Van lloflin. Ginger Rogers, Gene Tierney
©Desiree ( . . ) D .
Marion Brando. Je-in Simmons. Merle Ob*ron
©Outlaw's Daughter, The (..)..D..
Bill Williams, Jim Davis, Kelly Ryan
.
©Bridges ot Toko-Ri, The....D..
William llolden. Frederic March, Mickey Boone;
©Conquest of Space AD. .
Walter Brooke. William Redfleld G. Johnson
Country Girl, The D . .
Blng Crosby. Gr.icc Kelly, William Holden
©oLove Is a Weapon D. .
©Mam bo '
D. .
©cRun for Cover D. .
Jamm Cagi-ey. V, LIndfon, J. Derek
QcnStrategic Air Command. . . .0. .
Jame< Si en art, June Allyson
©DThree-Ring Circus
©oTwo Captains
(1
Wast
.C. .5404
D. .
10). . .
Charlton Heston, F. MacMurray, Donna Reed
©Ulysses D. .
Kirk Diiuclai!. Slliana Mangano, A. (Juliin
©caWe're No Angels CD. ,
Bogart, Joan Bennett Aldo Bay
©Americano, The D. .
Glenn Kord, Cc-^ar Romero. Ursula Thelss
©Bow Tamely to Me D. .
©oConqueror, The (..) D. .
John Wayne, Susan llayward, Pedro Armendarlz
©Hansel and Gretel F. .
Heavy Water Doc. .
©Jet Pilot (119) D . . 229
John Wayne, Janet Leigh, J. C. Fllppen
©Quest for a Lost City Doc. .
Dana and Cinder Lfimb
©Seven Bad Men D. .
Randolph Scott. Mala Power.i, Forrest Tucker
©\ySon of Sinbod AD..
Dale Robertson. Sally Forrest, Uli St. Cyr
Torzon's Hidden Jungle D. .
Gordon Scott, Vera Mlks, P. Van Eyck
©oUnderwoter! D .
Jane Russell, Gilbert Roland. Richard Bean
Admiral Hoskins' Story D. .
Slorling Haydcn. Alexis Smith, Dean Jagger
Atomic Kid CD..
Mickey Rooney, Robert Strauss, BHaine Davis
©Carolina Connonball C. .
Jndy Carjova, Ross FlUnt. Andy Clyde
©Doctor in the House C. .
Iiirk liofanlf, .Muriel I'avlov, Donald SInden
Hell's Outpost D. .
Rod CaTneron. Joan Leslie. ChiU Wills
©Magic Fire D .
Vuiiinc Di- c.irlo. Carlos Thompson, Rita Gam
CSanto Fe Passage W. .
Joltn V.iym-. faith Doraeraue, Rod Cameron
©Trouble in the Glen D. .
Ihrvaret l.ofkwood, F. Tucker, V. McLaglen
©Timberjack D. .
Vera Ralston. Sterling ITayden. A. Menjou
©oCormen Jones ( 1 05) M . . 422
Harry Eclafonte. Pearl Bailey, D. Dandrldge
Life in the Balance, A D. .
Ricardo Montallian. Anne Bancroft, J. Marvin
©Man Colled Peter, A D. .
©Prince of Players D . .
Richard Burton. Masgle McNamara, John Derek
©Racers, The D . .
Kirk Douglas. B. I>An1, Gilbert Roland
.©Seven Year Itch, The C.
Marilyn Monroe. Tom B'.vell, Evelyn Keyea
©Thot Lady D. .
OlMa DcHavil.nnd, Gilbert Roland
©There's No Business Like
Show Business M . .
Ethel Merman, Dan Dailey. Marilyn Monroe
©Untomed D. .
Tyrone Poner. Susan Hayward, Richard Egai
©White Feather D . .
O
O

.
.
FEATURE CHART
©Overlond Poeif ic (73) W .
Act of Love (105)
Frank Graham
©Adventures of Robinson
Crusoe (90) D. .
©Apoche (90) . D .
Down Three Dark Streets
Suddenly (77) D .
Shield for Murder (82) D.
UNITED ARTISTS w ocz
©Beochheod (89) D..5408
Tony Dirtis. Mary Murphy, Frank Lovejoy
Man Between, The (99) D. .5340
James Slason, Claire Bloom, midegarde Neff
Jack MaUoncy. Peggie Castle, A. Jergens
Personal Affair (82) D.. 5402
Gene Tierney, Leo Oenn, Glynls Jolms
©Top Banana (100) M..5409
Phil Sllvera, Rose Marie, Danny ScboU
D..5406
Kirk DoLiRlas. riany Robin, Robert Strauss
Beat the Devil (89) D . . 5347
Humphrey Bogart, Jennifer Jones, R. Morley
©Golden Mosk, The (88) D. .5412
Vail Heflln. Wanda Hendrh, Eric Pcrtman
©Scarlet Speor, The (78) D. .5411
Martha Hyer, John Bentley, Morasl
Heidi (97) D. .5405
Elsbotb SIgmund, Heinrlch Gretler, T. Klameth
©Lone Gun, The (73) D. .5416
George Mnnti;omery, Dorothy Malonc
©x'/Southwest Possage (82) . . . . D. . 5415
Kod CamiTon. Joanne Dru, John Ireland
Queen's Royol Tour, A (84). .Doc. .5413
Witness to Murder (83) D. .5420
Barbara Stanwyck, Gary Merrill, G. Sanders
©Captoin Kidd and the Slave
Girl (83) D..5418
Eva Oabor. Anthony Dexter, Alan Hale Jr.
a ©Yellow Tomahawk, The (82). .D. .5414
Kory Calhoun, Peggie Caatle, Noah Beery
3 Long Woit, The (93) D. .5421
Anthony Qulnn, Charles Cobum, Gene E^•ans
©Challenge the Wild (72). . .Doc. .5422
Hobson's Choice (107) C. .
Charles Laughton, John Mills, Brenda DeBanzle
©Gog (85) D..5423
Richard Egan. Constance Dowllng, H. Marshall
©Man With a Million (90) D. .
Gregory Peck, Jane Griffiths, A. B. Matthews
Dan O'Hcrllhy, James Fernandez, C. Lopez
. 5427
Burt Lancaster, Jean Peters
Lawless Rider, The (62) W. .5431
Johnny Carpenter, Frankle Darro
to Treasure Island (75) D. .5417
©Return
Tab Hunter, Dawn Addams, James Beay
©Crossed Swords (85) D. .5334
Errol Flynn, Ghla Lollobrlglda
Diamond Wizard, The (83) D. .5432
Dennis O'Keefe, Margaret Sheridan
(85) D..5433
Broderick Crawford, Ruth Roman, Martha Hyer
Malta Story, The (103) D. .5429
Alec Guinness, Jack Hawkins, Flora Robson
Victory ot Sea (97) Doc.
©Jesse James' Women (83). . .W. .5435
Don Barry, Pegcle" Castle. Jack Beutel
©Golden Mistress, The (82) D. .5437
John .\gar, Rosemarle Bowe, KlU
©Khyber Patrol (71) D. .5419
Richard Egan. Dawn Addams, Patrlc Knowles
. 5436
Frank Sinatra, Sterling Hayden, Nancy Gates
©Borefoot Contessa, The (128).D. .5440
Humphrey Rngart, Ava Gardner, E. O'Brien
Little Kidnappers, The (93). . . .D. .5439
Adrlenne Corrle, J. Whiteley, V. Whiter
Operation Manhunt (77) D..5441
Harry Townes. Irja Jensen, J. Aubucbon
©Sitting Bull (105) D. .5434
Dale Robertson, J. Carrol Nalsh
Eilmond O'Brien, Maria English
Snow Creature ( . . ) D .
Paul Langton, Leslie Denlson
Twist of Fote (. .) D. .
Gin-^er Kogers, Jacques Bergerac, Herbert Lom
©White Orchid, The (. .) D. .
William I.iindlgan, Peggie Castle
©You Know What Sailors Are
() C.
©Beachcomber, The D. .
Robert Xewtnn, Glynls Johns, Donald Slnden
Good Die Young, The D. .
John Ireland. Gloria Grahame, L. Harvey
©oKentuckian, The D .
Burt Lancaster, Klana Lynn, Una Merkel
Lilacs in the Spring M . .
Othello D. .
Orson Welles, Suzanne Cloutler, Fay Compton
©Purple Plain, The D. .
Gregory Peck, B. He Banzlc, Win Mln Tha
©Romeo and Juliet D. .
L-Hwrenec Harvey, Flora RoblnsoB
©Stor of Indio D. .
Cornel Wilde, Jean Wallace, Herbert Lom
Steel Cogo, The (80) D. .5443
Paul Kelly. M. O'SulUvan. W. Blezak
©Summertime C-D. .
©Vera Crux D . .
Gary Cooper. Burt Lanearter. Denlse Darcel
UNIVERSAL-INT'L.
U©Glenn Miller Story, The
(120) MD. .412
James Stewart, June Atlyson, George Tobias
©VToza, Son of Cochise (80)..D..410
Rock Hudson, Barbara Rush, Gregg Palmer
S/Creoture From the Black
Logoon (89) D. .415
Richard Carlson. Julia Adams, Richard Denning
©Genevieve (86) C. .481
Dinah Sheridan, John Gregson, Kay Kendall
©Ride Clear of Diablo (80) D..413
Audio .Murphy, Dan Duryea, Susan Cabot
©Saskatchewan (88) D. .414
Man Ladd. Shelley Winters, J. Carrol Nalsh
Ma and Pa Kettle at Home (81). C. .418
Marjorle Main, Percy Ivllbride, Alan Mowbray
©Roils Into Laramie (82) D. .419
John PajTie, Marl Blancbard, Dan Duryea
©Yankee Pasha (84) D. .417
Jeff Chandler, Rhonda Fleming, Lee J. Cobb
Fireman Save My Child (80) C. .421
Buddy Hackett, Hugh O'Brlan, Adele Jergens
Playgirl (85) D. .420
Shelley Winters. Barry Sullivan, G. Palmer
©Block Horse Canyon (82) D. .423
Joel McCrea, Marl Blancbard, Murvyn Eye
©Drums Across the River (78). SW. .422
Audle Murphy. Lisa Gaye, Walter Brennan
Alwoys a Bride (83) C..485
Peggy Cummins, Terence Morgan, Ronald Squire
©Johnny Dork (85) ;D. .424
Tony Curtis, Piper Laurie, Uka Chase
©Tanganyika (81) D. .425
Van Heflln, Ruth Roman, Boward Duff
Francis Joins the WACs (95). . .C. .427
Donald O'Connor. Julia Adams, Zasu Pitts
ii@Magnificent Obsession (108).D..428
Jane Wyman, Rock Hudson, Otto BCnjger
(^oBlack Shield of Folworth,
The (100) D..430
Tony Curtis, Janet Leigh
©Dawn ot Socorro (80) D. .431
Rory Calhoun, Piper Laurie, David Brian
High and Dry (93) C. .486
Paul Douglas, Alex MacKenzle, J. Copeland
Noked Alibi, The (86) D. .431
Sterling Hayden. Gloria Grahame, Gene Barry
©West of Zanzibar (..) D. .
Anthony Steel, Sheila Blm
©Bengal Brigade (87) D..434
Rock Hudson, Arlene Dahl, Ursula Theiss
©Four Guns to the Border (87). .D. .502
Rnrv ('alhoun. Colleen Miller, O. Nader
Ricochet Romance (80) C. .504
Marjorle Mahi. Chill Wills, Rudy Vallee
©c]Coptain Lightfoot D. .
Rock Hudson, Barbara Rush, Jeff Morrow
©Chief Craxy Horse D. .
Victor Mature, Suzan Ball, John Lund
©For Country, The D. .
James Stewart, Ruth Roman
©Foxfire
D..
Jeff Chandler, Jane Russell, Dan Duryea
Ma and Pa Kettle Go to Wolklkl C. .
Marjorle .Main. Percy Kilbride, Lorl Nelson
©Sign of the Pagan D. .
Jeft Cliandler, Rita Gam, Jack Palance
©So This Is Poris C. .
Tony Curtis. Corlnne Calvet, Gene Nelson
©This Island Eorth D. .
Bart Roberts, F''alth Domcrgue, Jeff Morrow
©Yellow Mountain, The D. .
Lex Marker, Mala Powers, Howard Duff
WARNER BROS.
SeaCommond, The (94) D. .319
Guy Madison, Joan Weldon, James Whltmore
]
©Boy From Oklahoma, The
(88) D. .320
Will Rogers jr., Nancy Olson, Lon Chaney
E Crime Wave (74)
...D..308
Sterling Hayden. Gene Nelson, P. Kirk
62 Duffy of Son Quentin (78) D. .321
Louis Hayward, Joaime Dru, Paul Kelly
i
©>J/Phantom of the Rue
Morgue (84) D. .322
Karl Maiden. Claude Dauphin. P. Medina
S ©Riding Shotgun (75) W. .323
Bandulph Scott, Joan Weldon, Wayne Morris
SOdLueky Me (100) M..324
Doris Day, Phil Slivers, Robert Cummlngs
HI ©Dial M for Murder (105) D. .327
Bay MlUand, Grace Kelly, Robert Cummlngs
IThem! (94) D. .328
James Whltmore, Joan Weldon, Edmund Qwenn
g] t5©nHigh and the Mighty,
The (147) D..329
John Wayne, Claire Trevor, Laralne Day
a ©Ring of Fear (93) D. .330
Pat O'Brien, Qyde Beatty, Mickey Bplllane
Hi ©aKIng RIchord ond the
Crusoders (113) D. .331
Vh-glnia Mayo, Bex Harrison, Laurence Harvey
g©Duel In the Jungle (102) D. .332
Dana Andrews, Jeanne Craln, David Farrar
B) ©Dragnet (90) D. .401
Jack Webb, Beo Alexander, Aim Boblnion
H ©Bounty Hunter, The (79) SW,.402
Randolph Scott, Marie Windsor, D. Dom
ESQaStor Is Born, A (182) MD. .403
Judy Garland, James Mason, Jack Carios
H©oDrum Beat (111) D. .404
Alan Ladd, Audrey Dalton, Marlsa Pavan
^©Track of the Cat (102) D..405
Robert Mitchum. Diana Lynn, Teresa Wright
©Battle Cry D.
Van Heflhi, Aldo Ray, Tab Hunter
©East of Eden D. .
Julie Harris, James Dean, Raymond Massey
©Helen of Troy D . ,
Rossana Podesta, Jacques Semas, C. Hardwlcke
©Land of the Pharaohs D. .
Jack Hawkins, Dewey &larllD
©Mister Roberts D.
Henry Fonda, James Cagney, WilUam Pewell
©crjMoby Dick D . .
Gregory Peck. B. Baaehart, Orson WcUes
©Sea Chose, The D. .
John Wayne, Lana Turner, Tab Hunter
©Strange Lady In Town, A...D..
Greer Garson. Dana Andrews, Camer^m Mltofaall
©Tall Man Riding W. .
Randolph Scott. Dorothy Malone, Peggie Castle
©Young at Heart M,
Dnrte Day. Frank Sinatra, B. Barrymore
.
MISCELLANEOUS
ASTOR
Turn the Key Softly (81)..D..
Yvonne Mitchell, Terence Morgan, Q.
BUENA VISTA
2- 1-54
Keen
©Living Desert, The (72) Doc.
©Vonishing Prairie (71) Doc.
CARROLL
©Out of This World (75). Doc. .Sept.-54
Lowell Thomas, Lowell I'bumas Jr.
FILMAKERS
Private Hell 36 (81) D. .Sept .-54
Steve Cochran, Ida Luplno, Howard DuJff
HALLMARK
Halfway to Hell (61) Doc.
Narration by Quentin Reynolds
©Karamoja (63) Doc
.Jul. 2-54
.Jul.-2-54
I.F.E.
(American Dialog)
Aida (110)
.M..Oct.-54
Sophia Loren, Lois Maxwell, Afro Poll
A Husband for Anno (105), .D. .Aug.-54
SUiaua Pampaninl
Bread, Love and Dreams (90) D. .Sept-54
Vittorio de Slca, Ghia Lollobrlglda
City Stands Trial (..) D. .Sept.-54
Silvana Pampaninl, Amedeo Nazzarl
Girls Marked Danger (75). .D. .Aug.-54
Eleonora Rossi Drago, Vittorio Gassman
©Golden Coach, The (105). .0. .Sept.-54
Anna Magnani. Duncan Lament, Paul Campbell
Hell Raiders of the Deep
(93) D..Aug.-54
Eleonora Rossi Drago, Pierre Creasoy
Love in the City (110) D. .Sept .-54
Sensualita (74) D. .June-54
Eleonora Rossi Drago, Pierre Cressoy
Too Young for Love {..)... .D. .Oct.-54
Marin Vlady. P. M. Beck, Aldo FabrW
Voice of Silence (..) D..Nov.-54
Rosamia Podesta, Aldo Fabrizl, C. Greco
RESSSUES
ASTOR
Dangerous Visitor (formerly A
Kiss for Corliss) (88) C. .Oct.-84
David Xlven. Shirley Temple. Tom Tully
Intruder, The (fomierly Cover
Up) (83) D..0ct.-»4
William Bendix, Dennis O'Keefe, B. Brltton
Under Suspicion (formerly Don't
Trust Your Husband) (90). C. .Oct.-54
Fred MacMurray. Madekhie Carroll
Woman Accused (formerly
Without Honor) (69) D..Oct.-54
Laralne Day, Dane Clark, Franehot Tom
CARROLL
©Down Memory Lane (72)
. Doc. . July-S4
Blng Crosby, W. C. Fields, Gloria SwansOB
©Tulsa (90) W. .July-54
Susan Hayward, Robert PrestOD
COLUMBIA
Coroner Creek (90) W. .Auo.-54
Randolph Scott, Marguerite Chapman
Gunfighters (87) W..Aug.-54
Randolph Scott, Barbara Brltton
Miss Grant Takes Richmond
(87) C. .Oct.-54
Lucille Ball, William Holden
MGM
Dr. Jekyll and Mr. Hyde
(..) D..Oct.-54
Spencer Tracy, Ingrld Bergman
©Gone With the Wind (..) D.. July-54
Clark Cable, VMen Leigh, 0. DeHavllland
Tarzan Escapes (..) D..Nov.-54
Johnny Welssmuller, Maureen O'SuUlvan
Tarzan, the Ape Man (. .). .D. .Nov.-S4
Johnny Welssmuller, Maureen O'Sulllvan
Woman's Face, A (..) D.. Oct .-54
Joan Crawford, Melvyn Douglas
PARAMOUNT
©Greatest
(153)
Show on Eorth
MD. .July-54
James Stewart. Betty Button, Charlton HeatoD
©Reap the Wild Wind (I24).D. .Nov.-54
John Wayne, Susan Hayward, Ray Mllland
RKO RADIO
Gunga Din (95) AD. .July-S4
Cary Grant, Douglas Fairbanks Jr.
Every Girl Should Be Married
(. .) C. .Sept.-54
Carv Grant, Betsy Drake, Franehot Tone
Lost Petrol (66) AD.. July-54
Victor McLaglen
©She Wore a Yellow Ribbon
(. .) D..Oct.-54
Henry Fonda. Joanne Dru
Window, The (73) D . . Sept.-54
Arthur Kennedy, Ruth Roman, Barbara Hale
20th CENTURY-FOX
Orchestra Wives (98) M. .MGy-S4
Glenn Miller Jl Orch.. George Montgomery
Sun Valley Serenade (86). .M. .Moy-54
Sonja Henie. John Pame, Glenn Miller Orch.
UNIVERSAL-INTERNATIONAL
Egg and I, The (108) C. July-54
Claudette Colbert, Fred MacMurray, M. Mal»
WARNER BROS.
Girl for Joe, A (formerly Force
of Arms) ( 1 00) C . . 5-1 5-S4
William Holden, Naocy Olson, Don Taylor
Time for Comedy) (93). .C. . I-18-*4
Guy With a Grin (formerly No
j
Jamej Stewart. Rosalind Ruinll
Mil!
dSS;

.
ISbott tublacti, listed by company. In order of release. Running Hme follows title. First is national
second the date of review in BOXOFFICE. Symbol between dates Is rating from BOXOFFICE
-t^
fiCTiow. ++ Very good. + Good. ± Fair. — Poor. = Very Poor. © indicates color piiotograpliy. >)xJfll]fl) lilJllflT
3ci-!(
»
let.
Cct-il
Nov.-S
Columbia
Prod. No. Title Rel Date Rating
ALL-STAR COMEDIES
(415 Tootino Tooters (17) . . . 5-13-54 ±
«416Two April Fools (IffA) 6-17-54
74U Fire Chaser, The (..).. 9-30-54
ASSORTED FAVORITES
(Reissues)
•424 Oh, Baby! (IS/z) 2-11-54
«425Two Nuts In a Rut (18) 3-U-54
(426 She Snoops to Conquer
(171/2) 4-29-54
7412 Hi! Hotel Sweet (IT/t) 9-16-54
7422 Billie Gets Her Man
(17) 10-14-54
CANDID MICROPHONE
(One-Reel
Specials)
(553 Subject No. 3 (10) .... 2-18-54 :
(554 Subject No. 4 (10).... 3-18-54 :
1555 Subject No. 5 (10).... 5-20-54
7551 Subject No. 1 (11)
reissue 9-23-54
COLOR FAVORITES
(Technicolor
Reissues)
(607 Way Down Yonder In the Corn
(7) 2-11-54
(608 Doo, Cat and Canary (6) 2-28-54
(609 The Eon Yego OVi)
«10 The Way of All Pesli
. . 3-31-54
(TV;,) 5-13-54
(611 Amoozin' But Confoozin'
(8) 5-27-54
(612 A Cat, a Mouse and a Bell
(7) 6-17-54
(613 The Disillusioned Bluebird
(7) 6-24-54
(614 Mr. Moocher (7) 7- 8-54
(615 Herring Murder Mystery
(7) 7-22-54
7601 Imagination (8) 9-2-54
7602 Red Riding Hood Rides Again
(7) 10- 7-54
7603 A'hunting We Won't Go
(7) 11- 4-54
7604 Gifts From the Air
(TJ/z) 11-25-54
COMEDY FAVORITES
(Reissues)
(434 Get Along Little Nubby
(19) 2-25-54
(435 Slappily Married (16!4) 3- 4-54
(436 Fiddling Around (IT/i) . 7- 8-54
7431 Wedding Belle (17) 10-21-54
7432 Rolling Down to Reno
(I6/2) 11-18-54
ONE REEL SPECIALS
7999 Autumn in Rome (9) . . 9- 2-54
Rer*!!
6-19
5-20
S- 3
MR. MAGOO
(Technicolor)
(702 Magoo Goes Skiing (7).. 3-11-54 +f 4-10
(703 Kangaroo Courting (7).. 7-22-54
SCREEN SNAPSHOTS
(856 Hollywood Stars to Remember
(10) 2-25-54 + 4-10
(857 Hollywood Goes to Mexico
(lO'/j) 3-25-54 ±5-8
(858 Hula From Hollywood
'l^'/s'
,„.„ 5- 6-54 ± 5-29
.
(959 Hollywood's Invisible Man
(9)
„„ 6-10-54 ± 10-16
,
(860 Hollywood Grows Up
(lOl-i) 7-15-54 -t-
9-18
7851 Hollywood Marches On
,_,„ (8) 9-23-54 -f 10- 9
7852 Hollywood Stars on Parade
,„„ (•) 10-21-54
7853 Hollywood Cowboy Stars
(•) 11-18-54
SERIALS
;.\-t
(15 Chapttrs)
(160 Gunfighters of the
Northwest 4-15-54 -|i June-54 + 8-14
6403 Isles of Destiny (9) Aug. -54
SPORTS
3401 Touchdown Trophies (8) . .Apr.-54 + 7-17
3402 Dizzy Diving (8) July-54 + 8-14
3403 Sporty Simians (S) Sept.-54 + 10-30
TERRYTOONS
(Technicolor)
5407 Mighty Mouse in the Helpless
Hippo (7) Mar.-54 + 5-28
5408 Terry Bears in Pet Problems
(7) Mar.-54 + 5-27
5409 The Frog and the Princess
(7) (reissue) Mar.-54

.
)
SHORTS CHART
5410 Little Roqaetort in Prescription
for Percy (7) Apr.-54 +
5411 The Talkinj MaopiM in
Satisfied Customers (7) Apr. -54
5412 Mijtity tf.iuit in the Wreck of the
Hesperus (7) (reissue) Apr.-54
6413 Photiy Baloney in the Tall
Tale Teller (7) May-54
5415 Gandy Goose in the Ghost
Town (7), reissue May-54
5416 Terry Bears in a Howlino
Success (7) June- 54 +
5417 A Day in June (7) June-54
5418 Percival Sleuthhound in Pride
0* the Yard (7) July- 54 -f
5419 Gandy Goose In Fisherman's
Luck (7) July-54
5420 Little Roquefort In the
FishEf man's Luck (7)..Auo.-54
5421 Ants in Your Pantry (7) Au|).-54
5422 The Reformed Wolf (7) . Auii.-54
.
5423 A Wicky Wacky Romance
(7) (reissue) Aui|.-54
5424 Heckle and Jeckle in Blue
Plate Symohony (..) Sept.-54
Torrid Toreador, A ( .
5425
(reissue)
Se|it-54
5441 Willie the Walrus In Arctic
Rivals (7) May-54
4- 3
7-17
8-14
United Artists
Prod. No. Title Rel Date Ratino Re»'d
UAl Tlie Royal Symphony (26) + 3-27
Universal-International
Prod. No. Title Rel Date Rating Rn'd
3- 1-54 4

. . Where
. . Across
. And
. . There
. . Here
. . And
. .
And
—
Opinions on Current Productions
I
Drum Beat
Warner Bros. (404)
111 Minutes
Ratio:
Western
2.55-1 (Cinemascope.
WarnerCo;or)
Rel. Nov. 13, '54
Nature endowed western America with its rugged scenic
beauties, but apparently it remained for CinemaScope and
WarnerColor to completely tapture them via photographic
techniques. Which is by way of reporting that breathtaking
backgrounds are not among the least of the numerous assets
to be found in this action-laden, suspenseful, spectacular
outdoor drama, which on every count easily earns classification
as a super-western. That its reception in both praise and
profits will be as munificent as its productional qualities is
an inescapable conclusion.
Giving consideration to those qualities in more or less
logical order impels an initial and outsize nod toward the
screen story, written by Delmer Daves and finding genesis
in a colorful, bloody, exciting incident in the winning of the
west, the Modoc Indian uprising on the California-Oregon
border in 1869. How Captain Jack, the paranoic, fanatical
leader of the rebellious redskins, held the U. S. army at
bay for many months and was finally brought to justice is
the yarn's framework. It follows per se that the picture is
fundamentally about cavalrymen and Injuns. But it transcends
the run-o'-mill feature of that overcrowded category
so materially that it qualifies as engrossing drama, at the
same time retaining all of the ingredients dear to the hearts
of galloper devotees of all ages. This dual literary coverage
—and the paralleling double commercial potential resulting
therefrom—is the result of the meticulous research that went
into the scrivening thereof and the sociological overtones of
the historical story.
But the acclaim due Daves doesn't end there. He also
directed the show—expertly and incisively—and it is the
initial effort of Jaguar Productions, a newcomer filmmaking
outfit, in which he and toplining Alan Ladd are partners.
While Daves is accomplishing this triple-threat larceny on
the production credits, partner Ladd makes a comparable
haul in the acting department. His interpretation of Johnny
Mackay, the professional Indian fighter commissioned by
President U. S. Grant to bring peace to the frontier, without
bloodshed if possible, is every bit as good as— if not better
than—any role he has as yet essayed. It is a shining standout
despite excellent contributions by many members of a
competent and carefully selected supporting cast. Rating
mention among the latter are Audrey Dalton, Ladd's romantic
interest; Marisa Pavan, exceptionally effective as the native
girl in love with Ladd, who gives her life aiding his peace
efforts, and Charles Bronson as the ruthless Indian renegade.
While scenery, story, CinemaScope, color and cast are
enough to load the big guns of merchandising, not to be
overlooked in either evaluating or exploiting the feature is
its sizable slice of spectacle, inasmuch as the wide-screenfilling
numbers of soldiers, Indians and horses are reflective
of the top-budget, hang-the-costs procedure of yesteryear.
The same goes for many other technical and productional
details, notably the stirring musical score written by Victor
Young.
Thus Jaguar Productions is launched auspiciously and
promisingly to occupy a noteworthy niche among the growing
number of high-bracket independent picture manufacturers.
Altm Ladd, Audrey Dalton, Marisa Pavan, Robert Keith.
Rodolio Acosta, Charles Bronson, Warner Anderson.
CATCHLINES:
He Stood Alone . a Hundred Men Were Afraid to
Be ... At the Foot of Superstition Mountain . the
Lava Caves and Buttes of the Lost River Land
the
Indian Drums Beat Out Their Chant of Death . It's Magnificent
New Screen Excitement.
1646
.vvn u
.. Bart
)2fi.
BOXOFFICE
Mlc
i-iron !
g
.-uid
Athena
MGM (to?)
96 Minutes
F
Ratio:
Musical Comedy
1.85-1 (Technicolor)
Rel. Nov. '54
In its highly popular and profitable "Seven Brides for
Seven Brothers," MGM convincingly demonstrated a refreshing
eagerness to use an away-from-formula story as background
for a filmusical. Although in a more modern and
luxurious vein, this handsomely mounted Joe Pasternak production
is another example of Leo's admirable reach for a
new tunefilm format; and there is every indication that it
will reap comparable rewards in kudos and cash. Even were
it a lesser package of screen entertainment, the star-loaded
cast would in itself prove sufficiently magnetic to assure
success. Obviously the topliners thereof should keynote the
smart merchandising which the film'.s superiority merits.
Manifested throughout is a tandem appeal, there being
elements in every facet to please the ticket buyers who
appreciate filmmaking finesse, while at the same time offering
desirable diversion to the customers of more prosaic
tastes. The considerable comedy content for the most part
is subtle and slightly satirical, yet it attains a hilarious
earthiness in several sequences, especially one in which an
array of musclemen are paraded in a "Mr. Universe" contest.
While most of the songs veer toward the operetta type, the
tact that crooner Vic Damone sings many of them takes care
of the devotees of pop music.
The screenplay, masterfully limned by William Ludwig and
Leonard Spigelgass, concerns an odd-ball family of seven
lovely lasses and their grandparents, all fanatical healthfood,
fresh-air, astrology and exercise advocates. Two of the
sisters, Jane Powell and Debbie Reynolds, fall in love
respectively with Edmund Purdom, a stuffy young attorney,
and Damone, a TV-nightclub star. Following a series of
laugh-generating incidents, clashing viewpoints are reconciled,
and the dual romances are brought to the inevitable
happy culminations. Under expert direction by Richard
Thorpe, all performances are excellent.
Jane Powell, Edmund Purdom, Debbie Reynolds, Vie
Damone, Louis Calhern, Linda Christian, Evelyn Varden.
CATCHLINES:
A Salute to Youth . . . Music . Romance . . . With
an All-Singing-Dancing Cast ... A Screen Musical at Its
Most Scintillating and Delightful Best . . . About a Happy-
Go-Lucky Family of Health Addicts.
The Last Time I Saw Paris
MGM (510)
'
116 Minutes
Ratio:
Drama
1.85-1 (Technicolor)
Rel. Nov. '54
Those motion picture patrons who relish a heady concoction
oi high living and romance—laced with a dash of tears
such as was the forte of the late F. Scott Fitzgerald's prolific
literary output, which was considered prime reading during
the roaring '20s, are probably going to flock to see and to
enjoy this lushly mounted feature, based on one of his more
popular stories. And it's a foregone presumption that those
ticket buyers are sufficiently numerous in virtually every
situation to guarantee the film's financial success. To bolster
that assurance further, as well as the picture's exploitability,
is the star-weighted, marquee-mighty cast and the exciting
Parisian backgrounds in bright Technicolor.
As was to be expected in considering this stellar array,
performances, under direction of Richard Brooks, are universally
competent, with that contributed by Van Johnson
garnering top acting honors. The sharply dialoged, cleverly
contrived screenplay, written by Julius J. and Philip G.
Epstein and director Brooks, modernizes the original Fitzgerald
yarn, changing its circa to the years following World
War II. It has Johnson as an American army lieutenant who,
celebrating V-E Day in Paris, meets two pretty sisters—Donna
Reed and Elizabeth Taylor. Both fall in love with him, but it
is Miss Taylor—whose philosophy is "nothing is more important
than fun"—whom he woos and marries. Their life
together proves disillusioning and tragic, and when Elizabeth
dies the custody of their young daughter is won by Donna.
She refuses to give the child up, despite Johnson's fervent
pleas, but finally realizes that he needs the youngster at
his side.
Appurtenances and technical details marshalled by producer
Jack Cummings are all of high quality and endow the
photoplay with an aura of glamor to make it an important
booking in any theatre.
Elizabeth Taylor, Van Johnson, Waller Pidgeon, Donna
Reed, Eva Gabor, Kurt Kasznar, George Dolenz.
CATCHLINES:
They Met .
Was a Fleeting Kiss From
.
That First Electric Moment They Knew They Were Meant for
Each Other . Is the Story of a Deep But Troubled
Love . . . Told With Tender Compassion.
Novemljer 6. 1954 1G47

. . Here
. . See
REVIEWS
Adiines for Newspaper and Programs
Twist of Fate
Drama
United Artists (5446) 89 Minutes Rel. Nov. '54
Here is an import that displays many of the more praiseworthy
qualities of both British and Hollywood filmmaking
techniques. It boasts the meticulous attention to backgrounds,
atmosphere and casting that is the forte of the
English producers and at the same time possesses cm actionladen,
suspenseful, engrossing plot which is more characteristic
of American methods. The result is a picture that
should thoroughly satisfy average initial ticket buyers and
generate among them enthusiastic reactions to assure continued
profitable patronage. Productionwise and as concerns
cast, the feature is amply qualified to carry the topside
of most dualers, and it can certainly serve as an exceptionally
strong support booking where conditions so indicate.
Ginger Rogers is effective in the starring role, and her
name should keynote exploitation, with a passing nod, perhaps,
to her wardrobe, which will set femme mouths a-watering.
At the same time, there will be considerable interest on
the part of those distaifers in Jacques Bergerac, La Rogers'
real-life husband, who debuts herein and turns in a creditable,
handsome, rugged performance, one that should pave
the way for further and more important parts.
The story concerns itself with an American actress, being
lavishly supported on the French Riviera by a tycoon who
is to marry her as soon as he secures the divorce for which
he is purportedly trying. She meets and falls in love with a
penniless artist, simultaneously learning that Mr. Money Bags
has been deceiving her, both about his pending divorce and
the source of his wealth, which is very illegal. When he is
murdered, suspicion falls on the artist and the girl, v/ho are
cleared in a lightning-paced climax. David Miller directed
expertly for producers Maxwell Setton and John R. Sloan.
Ginger Rogers, lacques Bergerac. Herbert Lorn. Stanley
Baker, Margaret Rowlings, Eddie Byrne. Coral Browne.
CATCHLINES:
Many People Wanted to See This Man Dead . . . But When
He Was Found Murdered . . . Suspicion Pointed to Two
Innocent Persons . . . The Girl He Had Deceived . . . And
the Young Man Who Loved Her . Is Suspense
Supreme ... A Taut, Thrilling Drama of Raw Emotions and
Tingling Adventure.
Operation Manhunt F ^i ~r
United Artists (5441) 77 Minutes Rel. Oct. '54
Based on actual experiences of-Igor Gouzenko, the Russian
code clerk who has been under police protection from the
Soviet for nine years, this is an interest-holding semidocumentary
programmer which can be exploited to good
returns in the action houses. Elsewhere, it will serve only
as a supporting" feature, mainly because its name value is
nil. Produced by Fred Feldkamp and directed by Jack Alexander,
both formerly associated with March of Time, the
picture follows the realistic approach of their two-reelers by
using unfamiliar players and occasional narration by Westbrook
Van Voorhies.
While the picture has considerable suspense and will
prove absorbing to adult, serious-minded patrons, it has
nothing to appeal to the younger, entertainment-minded fans.
Harry Townes, stage actor who plays Gouzenko, and Jacques
Aubuchon, as a Soviet MVD agent, are both excellent and
Irja Jensen supplies the slight feminine interest. Gouzenko,
himself, speaks a brief epilog while wearing a hood to cover
his face. It was filmed in its entirety on actual Canadian
locations.
In the story, Igor Gouzenko (Harry Townes) is leading a
secluded life in Canada since the former code clerk for the
Soviet Union broke with them and helped to smash the atom
espionage ring. Gouzenko is approached by his publisher,
the only man who knows his secret, and asked to help
another Russian agent who wants to break from the Soviets.
Gouzenko goes through with a plan to meet the agent
(Jacques Aubuchon) who is supposed to carry out a Soviet
plot to murder the forAier clerk. With the Canadian police
watching from afar, Aubuchon draws his gun to kill Gouzenko
but, instead, breaks it open and turns over a list cf Soviet
spies operating in Canada. Although Aubuchon is wounded
by his Soviet associate, he manages to survive—a free man
like Gouzenko.
Harry Townes, Irja Jensen, Jacques Aubuchon, Will
Euluva, Robert Goudier, Albert Miller, Ovila Legare.
CATCHLINES:
Six Hundred Million People Want to See This Man Dead
. . . The Biggest Spy Story of the Decade ... For This Man—
No Corner of the World Was Safe . the Far-Flung Spy
Ring at Work.
.3-54
1-54
0.5»
M-5^
1648 BOXOFFICE
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•27
SHORT
SUBJECTS
Boos and Arrows
Paramount (Casper Cartoon) SMina.
Good. Ubiquitous Casper, the friendly ghost, visits the wild
west and tries to make friends with some Indians. A squaw,
with a little papoose on her back is worried about a big
hawk, but when Casper shows up she runs for her life.
Her son. Little Feather, invites Casper on a hunting expedition.
Every time the little brave shoots at the Woodland
animals, Casper has to work some ghostly magic to save
their lives. Later, when the big hawk carries off the papoose,
Casper dashes to the rescue and returns the child to its
mother. In a council meeting, Casper is adopted into the
tribe and becomes known as Little White Cloud.
Fido Beta Kappa
Paramount (Noveltoon) SMins.
Good. An interesting treatment of the cartoon characters
highlights this Technicolor short about a dog who is so stupid
his master threatens to send him to the pound. Fido begs
for another chance and attends a canine college from which
he soon graduates with high honors. Now a smart puppy,
he starts giving his master lessons on how to go hunting
using the latest scientific methods. Much to the man's
chagrin everything Fido does turns out right save for the
final scene when the dog sagely remarks that lightning
never strikes twice in the same place. Unhappily his master
takes him at his word and suffers the consequences but Fido
is only slightly concerned when another lightning bolt hits
the man.
House of Knowledge
RKO (Screenliner) 8 Mins.
Good. The several branches of the Smithsonian Institute
in Washington, D. C. are visited in this interesting short.
Many visitors to the nation's capital inspect the wonderland
of exhibits. In addition to scientific knowledge, the institution
contains a study of animal life, aviation and transportation
and holds some of the world's great works of art.
Experimental aircraft 57 years old, the Wright brothers' plane
and Lindbergh's "Spirit of St. Louis," are among the many
machines pictured covering America's technical progress.
Calypso Cruise
20th-Fox (Cinemascope Special) 9 Mins.
Good. A CinemaScope camera crew is aboard the cruise
ship S. S. Olympic as it sets sail from cold, grey Manhattan
headed for the Caribbean. In a short time the happy passengers
are dressed in gay sport clothes playing deck games
and gathered around the ship's swimming pool. Tropical
scenes filmed in color include stops at Haiti, Curacao, Trinidad,
Martinque, Virgin Islands, Puerto Rico and Nassau with
Calypso music forming an appropriate background. Panoramic
views from island mountain tops have d third dimensional
effect and the photography is excellent.
Isles of Destiny
20th-Fox (See It Happen) 9 Mins.
Good. A compilation of several amphibious assaults made
by U. S. Armed Forces on Japanese held islands during
World War II provides a memorable episode in this aweinspiring
subject. The camera intimately pictures the grim
action as Marines make their heroic attacks on Guadalcanal,
the Solomon Islands, Tinian, Guam and other Pacific isles.
Shown are air attacks on the pillbox fortresses, Japs committing
suicide rather than surrender, and the famous scene
of the flag mounting on top of Mount Suribachi.
So You're Taking in a Roomer
Warner Bros. (Joe McDoakes Comedy) 10 Mins.
Good. The McDoakes are renting a room in their house to
help out finances. A glamorous gal, Joe's prospect, is turned
out by Mrs. McDoakes and in turn Joe dismisses a handsome
male roomer his wife has accepted. They finally rent
to a neighbor, Marvin, who talks Joe into becoming a partner
in his potato business. Telephone calls come in ordering
different brands of potatoes. Everything is fine until two
hoodlums call to collect their order and Joe discovers he has
been making book on the horses. Marvin has skipped town
and Joe is in a spot trying to pacify his two tough customers.
The boys get together again in a satisfactory ending, doing
business with another brand of potatoes.
November 6, 1954 1645

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i opportunity
I ; theatre
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BINGO-OIE-CUT
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Tards.
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ance.
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Virginia.
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theatre,
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;RAT£S: ISc per word, minimum S1.50, cash with copy. Four consecutive insertions for price
of three. CLOSING DATE: Monday noon preceding publication date. Send copy
• answers to Box Numbers to BOXOFFICE, 825 Van Brunt Blvd., Kansas City 24, Mo.
HELP WANTED
Theatre manager. We want a man who knows
the theatre business and is willing to work 20
hours a day If necessary to do the job. South
i i
California drive-in. Want man who appreciates
and is willing to do something about
I
{iiit. Full details first letter. Bosofflce. 5654.
|H Wanted: Manager for Art operation and also
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house manager or experienced assistant that knows
operation for eastern Virginia. Write full
qualifications and salary expected. Boxoffice,
5655.
Manager, capable buying and booking. A good
opportunity. Pbone: 9192 or 3392. Mar Theatre,
Wilmington, 111.
\ Expanding supply house wants working partners.
iSmall investment secured. Also salesmen, single.
'Good pay plus commission, car, allowance, Insur-
Reply, Boxoffice, 5661.
Make extra money. Address, mail postcards
spare time every week. BICO, 143 Belmont,
Belmont, Mass.
POSITIONS WANTED
Manager, age 53, capable, sober, honest, willing
worker. 15 years experience. Would like in
Desire change. References. Boxoffice,
L5662.
Thorouohly experienced, sober general manager
Idesires tuil charge small circuit. Salary $25 per
minimum $150 per week. Buy, book,
(supervise entire operation. Exploitation, concession
minded. Bo.xoffice, 5663.
Manager, assistant manager, projectionist. Over
20 years experience in theatre and drive-in operation.
Cm furnish reference. Am single and
sober minded, 40 years old. Can leave within few
days. Prefer south or west but will consider anything
worthwhile, anywhere, Willard W. Frazier,
215 Goggin St., Macon, Mo.
SIGNS
Easy Way to Paint Signs. Use letter patterns.
Avoid sloppy work and wasted time. No experience
needed for expert work. Write for free samples.
John Rahn, B-1329 Central Ave., Chicago 51, III.
THEATRE TICKETS
Prompt service. Special printed roll tickets.
100.000. $28.75: 10,000, $8.95; 2.000. $4 95
.Each change in admi.ssion price, including change
In color. $3.50 extra. Double numbering extra.
IF.O.B. Kansas City. Mo. Cash with order. Kan-
•sas City Ticket Co., 109 W. 18th St., Kansas
rity. Mo.
GENERAL EQUIPMENT—USED
Big Picture, Big Savings at Star! Good used
enses, all sizes, $17.50 pair up; new silver seamless
screens, $1 foot; silver screen resurfacer,
$8.95 gallon: prompt delivery on amtmorphics:
booth equipment at lowest prices! Contact us!
Star Cinema Supply, 447 West 52nd St., New
York 19.
One A-5 Altec Voice of Theatre speaker, high
horn. 2x5. price $250. Excellent. Two Holmes
projectors, sound, etc., $450. Roxy Theatre,
Menno. S. D. Phone: 19.
Values unsurpassed! DeVry dual sound projectors
w/amplifier, speaker, excellent, $595. Available
on time. Hoimes L25N amplifiers, rebuilt,
$95; used rewinds, $6. 95 set; automatic enclosed
rewinds, excellent. $45. Dept. CC, S.O.S. Cinema
Supply Corp., 602 W. 52nd St., New York 19.
Walker hi metallic all-purpose screens, like new,
used 8 months, lS'xl3'6", $100; 24'xl8'. $200.
First nearest offer takes them. Complete Selsyn
3-D equipment and permanent type 3-D glasses;
Bausch & Lomb series 2.F2.3. 5*4 in- E. F.
lenses. Delft Theatre, Marquette, Midi.
Wide screen Holmes projectors, slip-in apertures,
bases, rectifiers, lamps; complete sound. $595.
Silverlite resurfacer, $7.95. Box 323, Exeter,
N. H.
For sale: 350 chairs, box spring, upholstered
bottoms, panel backs. $750. Boxoffice, 5665.
Projectionist wants permanent position. 8 years
experience. Ktferences. Non-drinker. 4 years in
-l drivt-in. in indoor house. Lhable salary. Write
pii'ces uf equipment from picture booth. Curtains,
to ffUlard Wiilker. Box 304, Loyall, Ky.
carpet and everything movable in theatre for sale.
Contact Metropolitan Theatre, Main 6210. Seattle,
Wash.
Everything must go! 1.437 seats. Two Motiograph
model K 35mm projectors plus dozens of
Special purchase! From large circuit large quantity
Simplex rear shutter double bearing mechanisms,
high numbers, latest features, good condition,
for regular or standby use, a steal at only $99.75
each. Star Cinema Supply, 447 West 52nd St.,
New York 19.
GENERAL EQUIPMENT—NEW
Everyone's buying 'em! Masonite marquee letters,
fit Wagner, Adler, Bevelite signs: 4"—35c;
8"— 50c; 10"— 60c; 12"— 85c; 14"— $1.25;
16"— $1.50: 17"— $1.75: 24"—$2.50. Dept.
CC, S.O.S. Cinema Supply Corp., 602 W 52nd
St, New York 19.
Go Cinemascope with adjustable anamorphic
lenses, $695 pair. Mirroclaric metalized seamless
screens, $1 sq. ft. Prompt shipments, lowest
prices all sizes projection lenses. Dept. CC, S.O.S.
Cinema Supply Corp.. 602 W. 52nd St.. New
York 19.
LCLfflfilflGHOySt
THEATRES WANTED
Theatre, Nebraska, western Iowa, northern Kansas.
No brokers. Over 400 seats. Town of 1,800
population or over. Confidential. Experienced. L.
J. Burkitt, Sparta, Wis.
Will buy 350-car or more drive-in or controlled
town location. Midwest. Must be good. George
L. Barton. Sharon Springs, Kas. Phone 60.
Individual wishes to buy or lease theatre
drive-in. Give details. Boxoffice, 5653.
Wanted to rent or lease. Small-town house,
300 seats or over. Southern Kaasas or Oklahoma
preferred, others considered. All replies answered.
Airmail complete details. Boxoffice, 5668.
THEATRES FOR SALE—CONT'D
Opportunity with small investment. 650 seats,
low cost operation. Second run house, modern
equipment. A real money maker. Write S. Stein,
Armo Theatre, South Bend 18, Ind.
350-seat theatre, central Wisconsin. Wausau
Interested in leasing or buying small drive-in
area. All modern. Wide awake town of 1,200.
theatre, central Florida preferred. Send all first
Same owner 14 years, first time offered. Retiring.
reply. Confidential. Bo.\offlce, 5650.
Boxoffice. 5667.
THEATRES FOR SALE
Webster Drive- In Theatre, 150 cars, for sale in
part or in full, including land and screen tower
and/or hou.se. P. 0. Box 407, Craigsville, W. Va.
Phone: Richwood. W. Va., 5547.
Only theatre south California town 5,000.
Cinemascope equipped. Wonderful opportunity for
someone. $15,000 cash for lease and equipment
all paid for. Hurry! Boxoffice. 5652.
East Tennessee theatre, 487 cusliion seats, RCA
and Simplex equipment, brick building. Located
in f;ist growing industrial city with large payroll.
Ralph Taylor, c/o Fox Theatre. Kingsporl, Tenn.
250-car drive-in theatre for sale west central
Texas. With wide screen showing one and two
Cinemascope pictures a week. Year around operation.
Bo.xoffice. 5659.
For sale: Only theatre in north central Minnesota
town of 2.000. Cinemascope and 3-D
equipped. 400 seats. Operated over 30 years by
present owner. Wonderful hunting and fishing.
Poor health forces retirement. Boxoffice, 5650.
Combined indoor and outdoor drive-in. 300
speakers and 140 spring edged seats in inside
theatre on grounds located between two towns of
3.500 population each in western Georgia. Nearest
drive-in 25 miles. RCA equipment, fully
equipped concession stand, etc. Absentee ownership.
Will sell for less than construction cost.
Easy terms to right party. Boxoffice, 5666.
All modern theatre for sale, including building
and equipment. E. M. Mullikin, 1615 N. Robberson,
Springfield, Mo.
Kansas City, Mo., central west side. No close
competition, 739 seats. Good concessions. Large,
5-line V-shaped marquee, large vertical. Wide
screen and CinemaScope. Good lease. Other business.
Attractive terms. Boxoffice, 5669.
THEATRE SEATING
Chair supplies, parts for all chairs, Fcnsin Seating.
Chicago 5.
Repairing and reupholstering in your theatre.
Fensin Seating, Chicago 5.
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New spring seats for all chairs, Fensin Seating,
Chicago 5.
Patch-o-seat cement, permastone anchor cement.
Fensin Seating. Chicago 5.
Seat coverings, sewed combinations, all styles.
Fensin Seating, Chicago 5.
Plastic leatherette, all colors, send sample.
I'>nsin Seating, Cliicago 5.
Upholstery fabrics, all types, send sample.
Fensin Seating. Chicago 5.
Need chairs? S.O.S. has 'em!
BUSINESS STIMULATORS
BINGO: More action; Better cards; Die-cut:
75 Number $4.50M. 100 Number and Other theatre
games. Off or On the Screen. Novelty Games Co.,
106 Rogers Ave.. Brooklyn 16. N. Y.
Build attendance with real Hawaiian orchids.
Vt-w cents each. Write Flowers of Hawaii. 670
S, Lafayette Park Place, Los ,\ngeles 5, Calif.
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CARDS. Increase your box-
-iffioe. 75 or 100 numbers, $4.50 per M. Best
Premium Products, 3:i9 West 44th St.,
.New Yurk 36, N. Y.
CHRISTMAS CARDS FOR THEATRE
MANAGERS
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Free sample theatre boxoffice Christmas cards.
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Pjrkhurst Enterprises, 824 Lincoln, Lansing, Mich.
EQUIPMENT WANTED

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