Boxoffice-January.08.1955

. . . and
'n
GOLDEN OPPORTUNITY
JI has heeii licarlciiiiig to note llic
fine i)iess that motion |)iLtiiies are now receiving.
Editorial comment has been most favorable and
more and more newspapers are opening up
their news pages to give increased coverage to
news of films and their personalities. Doubtless,
much of this is the result of the very excellent
advertising copy that has been appearing in
Editor & Publisher, under the sponsorship of the
Council of Motion Picture Organizations. And
we have an idea that at least a smidgen of credit
is due to the alertness of publishers and editors
who. at long last, have come to realize that "trade
follows the movies" in their conmiunities, as
everywhere else. And credit also should be given
to the wide-awake exhibitors, who have had a
hand in developing some of that "inspiration"
that lately has come to their local papers.
Two very good examples crossed our desk this
week. One from Joe V. Gerbrach. resident manager
of the Ames Operating Co.. with four houses
in this college town. Mr. Gerbrach has gotten
excellent breaks from the Ames Daily Tribune,
with an entire page, profusely illustrated with
scenes from current attractions, each Saturday
for the past several weeks. And gratifying to
BoxoFFiCE is Mr. Gerbrach's advisement, "In
working up this material, many times we find
items of interest in your publication that we pass
along to the public."
Wally R. Kemp, manager and co-owner of the
Grand Theatre at Grand Island. Nebr.. pridefully
calls attention to merchant cooperation,
as well as newspaper cooperation, that he obtained
for the opening, Dec. 31, of "A Star Is
Born." For three successive days, large merchant
displav ads plugged the picture and the theatre.
And the newspaper devoted nearly a full-page
of text, with a screamer headline in color, on
one of the occasions. Fine as this is. the copv
leading off a three-colunm full-length display
ad placed by the Grand Island Baking Co. in
that city's Daily Independent is really something!
Because it pays such a fine tribute to communitv
theatres and to the industry in general and. because
it sets a worthy example for other managers
and/or newspapers and merchants to follow,
wo reprint that text in
full.
IF WE DIDN'T HAVE
GOOD THEATRES
What kind of a town
would Grand Island be-*
Let's go to the picture showf
How many times hove you heord that in your lifetime^
It's a sugqestion obout os American as oppic pief
Everyone loves a good movie!
Even in this day of stay-at-home TViewers, movies ore
still about the most popular pastime you con find.
When there's o good show on, you'tl find lots of people
when there's on outstanding one . . . you'll still sec
the "standing room only" sign out. Which proves that
good movies still pock 'em in, despite the fact that tots
of people have television in their front room and can wotch
a movie most any time. The obvious reason is that the
movie houses still hove good shows and people would rother
pay their money to sec good entertainment thon to wotch
a free mediocre show at home.
Fact is, the movies still pull people away from their
viewers when good programs are on, too. People iust like
to go to the movies.
Grond Island is fortunate in having three good y eararound
movie houses, plus a drive-in for summer. Between
them, they bring top productions to us. Many of the
"colossols" in movies are ovoiloble here as rapidly as in
the big cities.
The movie houses ore on im portent cog in community
life. They employ obout 30 full time workers besides being
o troining ground for o lot of youngsters in business. Many
youths get their first business experience as ushers, doormen
and at other jobs in theatres where they learn to
meet the public.
Good theatres bring lots of people to town, too. People
outside in the trade area recognize Grand Islond os a
g;ood movie town.
So we salute the movie business!
Local theotres hove some fine shows coming up! And
if you're looking for a good, safe, sane and enjoyable
way to enjoy New Year's Eve, look at the billing of your
favorite movie house!
That old saying that ^'nothing succeeds like
success" certainly is proving itself over and over
again these days. With better pictures reviving
the public interest in nioviegoing. it is good to
see a change from the negative attitude that existed
just a few short years back. Now, instead
of public and press freely taking pokes at the
industry, its people or its products, there is apparent
an eagerness to say nice things for and
about the movies.
This is more than a good sign. It's a golden
opportunity for more good showmen to cultivate
their home town folks and to do everything they
can to further develop and continue this highly
favorable climate.
The public and the press are important factors
to this industry's well-being. \^ e've got Vm on
our side now. Let's keep 'em that way— for years
to come!
Off to a Good Start
The holiday season ushered in some of the current
season's biggest pictures and they proved
big hits across the nation. Opening grosses in
a number of the key city first runs were termed
"fantastic" and holdovers are continuing to pile
up new records, even after youngsters have returned
to school and family gatherings are back
to normal. Scattered reports from smaller situations,
subsequent runs in the neighborhoods
and small towns, reveal parallel results from
showing of earlier releases dating back to the
beginning of the 19.51-.5.5 season. With a substantial
miniber of e.\ccj)tionally good picturi's
awaiting release, the outlook for the next quarter,
at least, is most encouraging.
\Ji^^ yO^lJtf^^t'^