Boxoffice-May.07.1955

~ine
m&&&fv MctuAe ynauA^
The Walter Reade circuit spent a quorter-million dollars in a total remodeling
iob of the Community Theatre in Kingston, N. Y. Shown here is the outer lobby,
with its use of brick flooring from entrance to the carpeted foyer.
Complete story on remodeling project in The MODERN THEATRE this issue.
MAL EXECUTIVE EDITION
SKlional Nxn Pa«ti of All Idilioni
IN THIS ISSUE:
TMi
iODIEM
TliATEl
SECTION,

.
DORIS
as Ruth Etting
JAMES
^
Jt-^
as "The Gimp'
I
In CINEMASCOPE .. COLOR ... M-G-M
CO ,.,. CAMERON MITCHELL .. robert keith tom tully
,,„..„,n, DANIEL FUCHS and ISOBEL LENNART • ...,.,
noTiiiu pni no
puADi r^ uinnR
Dr„A,.„^* h„
DANIEL FUCHS
inr PAI^TFRNAK

THIS
DRAMA!
If you were a producer and wanted to
make a story of real people, of a dimea-dance
girl who rose to the Ziegfeld
Follies and Hollywood stardom, of a
strange love story in lurid,
mob-ruled
Chicago days -you'd pick the lifeinspired
story of song-star Ruth Etting.
M-G-M picked it and it's a winner!
''Love letters to M-G-M's
Me' a Doris Day-Dream''
'Love Me Or Leave
-WALTER WINCHELL
(Available in Magnetic Stereophonic, Perspecta Stereophonic or 1-Channel Sound)

ALBANY STRAND 10:00 A.M. 'ATLANTA RHODES 9:30 A.M.-
CHICAGO B&K CENTURY 10:00 A.M.- CINCINNATI VALLEY
ja|;;S,MP»NES DES MOINES 9:30 A.M. • DETROIT FISHER
•
CITY FOX BROOKSIDE 2:00 P.M. • LOS ANGELES
.^JhtLIS STATE 9:30 A.M. • NEW HAVEN ROGER
OKLAHttlS^^lDWEST 9:30 A.M. • OMAHA CENTER 1:30 P.M.
SALT LAJi^ffiaLTY CENTRE 9:30 A.M. • SAN FRANCISCO
1
,| B
1 2
10
FO
SHE

•
:ATTLE
Nothing we can say abr ,.
i
''Mister Roberts" can describe
the tremendous Hft it will
give every showman who
sees it. The most loved and
laughed-with play of our day,
it ran three years on Broadway
and six years nationwide.
Its Broadway and roadshow
i
grosses established it as
the wonder-play of all time.
Now come see for yourself
as wonderful a motion picture
as there has ever been —and
bring Mrs. Exhibitor along.
^^ ^
^=^
\
'.:>
\[ CAREY • Screen Play tiy
and JOSHUUOGAN
Directed by JOHN FOR
LeROY
. USIC COMPOSED AND CONDUCTED BY FRANZ WAXMAN
jj A.M. BUFFALO CENTER 10:00 A.M. • • CHARLOTTE CAROLINA 10:00 A.M.
AfJ COLONY 1:30 P.M. • DALLAS MAJESTIC 9:30 A.M. • DENVER OGDEN 2:30 P.M. .
A >LIS FOUNTAIN SQUARE 1:30 P.M. • JACKSONVILLE ST. JOHNS 9:15 A.M. V
C P.M. MEMPHIS WARNER . 10:00 A.M. MILWAUKEE WARNER DOWNTOWN 10:00 A.M. • \^
•
EW ORLEANS PITT 9:30 A.M. • NEW YORK R.K.O. 86TH ST. 9:45 A.M.
^C ORE 11:00 A.M. PITTSBURGH SCHENLEY • 11:00 A.M. • PORTLAND 21ST AVE. 2:00 P.M.
EGYPTIAN 2:00 P.M. • ST. LOUIS ST. LOUIS 2:00 P.M. • WASHINGTON AMBASSADOR 10:00 A.M.

!
IT'S A PLEASURE TO DO BUSINIP

"
:
—
ruSe oft/ie7?loiCon rf'ctuJte indwi/^^/
ITIONAL FILM WEEKLY
d In Nine Sectional Editions
N
SHL YEN
n-Chie( and Publisher
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blisher & General Manager
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Editor
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lATEO PUBLICATIONS
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her. Editor Tlie Mnttern Theatre
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lehelle.

'
i
(,1
THE ROUND!ABLE COLLAPSES. I
AS MGM. PARAMOUNT SAY WO^
New York—Paramount and Metro-Goldwyn-Mayer have declined the exhibitor bid to a
May 24 Roundtable conference with the major company presidents on industry problems.
Paramount's rejection of the joint invitation issued by National Allied and Theatre
Owners of America was sent to Ruben Shor, Allied president, Monday (2) by Barney
Balaban, president.
He confirmed the fact two days later. It was the first reply to the bid to be made
public by a major company.
Balaban said he regretted the necessity for rejecting the invitation, but explained
that exhibition evidently planned an open discussion of intimate company policies and
that he could not agree to this. He added that Paramount had been and would always
be willing to discuss problems with exhibitors, and that when justified relief would be
granted.
MGM also refused to join a conference at which its sales policies would be subject
to discussion in the presence of competitors.
A telegram was sent at midweek by Nicholas M. Schenck, president of Loew's,
Inc. Schenck said the company's customer relations policy is well known. The company
has always maintained an open-door policy, Schenck wired, and the company will continue
its poUcy of discussing problems with exhibitor's through Charles M. Reagan, vicepresident
and general sales manager. If exhibitors feel that he, Schenck, should sit in
on these talks at any time he will be ready to do so.
Columbia headquarters here said any statement must come from Harry Cohn, president,
on the coast. Warner Bros, said it was up to Harry M. Warner, president, also on the
coast. Republic referred questions to Herbert J. Yates, president, also in Hollywood. Any
comment by United Artists will be up to Arthur B. Krim, president, who was expected
to return from Europe at the weekend.
Efforts to obtain any statement from 20th-Fox were unavailing, while Universal
and RKO continued a "no comment" attitude.
acquire wealth in the production end of tli
business. With the tremendous increase .^»
I
taxes, the incentive was lost for people
work 52 weeks a year, particularly those
the higher brackets, and those represent mo
of the capable people. The result was a tei
dency to make fewer pictures at major studi
and because of the enormous increase of pp
duction costs, these studios were compelli
to discontinue the smaller pictures.
A BRIGHT SIDE, TOO
"Now, coming to exhibition, the one brigj
side of the picture is that, in spite of tli
competition of TV and in spite of the dif)
culties in production, there is no entertaij
ment in the entire amusement world that!
as good as a well-made motion picture. Ther!
fore, the motion picture business is not \
be written off or sold short because, as loij
as it is possible to make first class motl('.i
pictures, the motion picture business will co;
tinue to be pre-eminent in the field of entej
tainment.
"Exhibitor leaders have been upbraiding t
distributors because of onerous terms, pa'
ticularly for the little exhibitor, and it '
commendable that these big, affluent exhi'.
itors should be fighting for the little fellovi
I, too, want to take up the cudgels for t!]'
little fellow. But today the differential bj
tween the so-called big exhibitor and tl,
a
Lichtman: Arbitrate
Rentals $50 or Less
HOLLYWOOD—One of the simplest and
most constructive means of ending the
current controversy between distributors
and exhibitors over
the matter of film
rentals would be to
submit to immediate
arbitration all small
accounts — those paying
rentals of $50 or
less per pictui-e—in
the opinion of Al
Lichtman, 20th Century-Fox
vice-president
and director of
sales.
Lichtman made public
his views at a press
Al Lichtman
conference at the company's Westwood Studio
on Thursday (5), which powwow was admittedly
assembled by him because of
the pressure
and criticism to which he has been subjected
through his inability to participate in
the roundtable discussions for which certain
exhibitor groups have been clamoring.
The sales chief stressed the point that he
was airing his own personal views on the subject
and that his remarks were not to be
interpreted as posing the policy of COMPO,
of which he is
co-chairman, of the distributors
arbitration committee, of which he is
chairman, or of his associates in the 20th-Pox
organization. He again emphasized that his
declination to participate in the roundtable
talks, as well as those refusals by his counterparts
in other companies, was because the
distributors' legal experts had ruled against
such gatherings, if they were to devote any
attention to film rentals.
On the matter of more pictures from the
majors, the second most-stressed count in the
exhibitors complaints, Lichtman opined this
to be impossible because of "several basic
reasons."
"Foremost," he said, "is the enormous impact
on our business by the advent of television,
which has resulted in approximately
34,000,000 theatres in the homes of the people
which, aside from being convenient and from
the original investment, mostly bought on
the installment plan, has free shows. This is
a terrific competitor, very difficult for certain
theatres and ordinary pictures to overcome.
Secondly, the war years brought about
a very drastic change in the thinking of
practically everyone engaged in the production
of motion pictures, though the most important
contributing factor was the enormous
hike in income taxes which came about as a
result of World War II.
"Prior to that time," Lichtman continued,
"everybody had an incentive to work very
hard and make as many pictures as possible,
because it was possible for capable people to
little exhibitor is more marked than ever b';
fore. To give you an example, it is nc
possible in approximately 4.500 theatres ai'
big drive-ins to earn from 85 to 90 per eei
of the total film rental on a first class mi
tion picture; the balance comes from mo'
than double that number of theatres, so ths
it behooves all distributors to have a mo;
flexible policy in order to take care of tl
little fellow and keep him in business to tl
utmost of our ability. Those of them wr
will not progress and improve their faciliti
will fall by the wayside in any case, becau'
not only do they have to compete with teli.
vision, but also the drive-in theatres."
'
U. S. Intervention
Predicted by Myers
MINNEAPOLIS—Small exhibitors can su.'
Vive only if the government intervenes ;
their behalf, it's now becoming clear. This
according to speakers at North Centr
Allied's annual convention opening sessio
While the picture looks gloomy at tl'
moment, it is brightened somewhat by tl
prospect that such intervention, includir
government regulation of film rentals wi
be forthcoming, the speakers declared.
That there still is hope and that it's in th!
direction, the convention was told by Abrai
F. Myers and Ruben Shor, national Allie
States general counsel and president, an
Bennie Berger and S. D. Kane, NCA pres
and executive counsel, at the convention
outset.
Myers said he holds little hope that tY
proposed TOA-Allied conference with fill
company presidents will accomplish anj
(Continued on page 12)
I
i
^
8 BOXOFTICE May 7, 19;

I
I
1
"Mr.
lOA HOPING FOR ARBITRATION,
WITH FILM PRICES INCLUDED
^a^tin Reveals Position
[j Address Before
fi'kansas ITO
iITTLE ROCK—Theatre Owners of
A erica is still going after an arbitration
5,v,em for the industry, and will try to
Ir ude film rentals as an arbitrable subjf
—but the repeated delays in finalizing
ai arbitration draft gives top priority to
aiindustry roundtable, E. D. Martin told
[I ependent Theatre Owners of Arkansas
ai ts convention this week.
jiiin. president of TOA, said he had a
1 tilth in the roundtable, but he admitted
;1 a number of stumbling blocks remain on
agreement on arbitration.
N ON MUTUAL PROBLEMS
Hi road to
he biggest obstacle to date has been
f^ure of national exhibitor associations to
]

THE SUN
20,682 GLOBE-GIRDLING IN9

SHUtnivn:
WIDE
IIONS AS OnVPRIL 15. 19
,:^

dance
j
PnUeSeaU Myers
UA to Increase Production
From 90 to 98 in 3 Years
Charles Smadja. vice-president in chai'ge
of European production, tells the international
sales meeting in London that the company
plans to make pictures in every major Eur-
.opean nation, many on a co-production basis.
*
Weekly Picture Attendance
Tops That of Major Sports
COMPO ad in Editor & Publisher compares
newspaper figures on major league baseball,
collegiate football and bowling with those
of film theatres.
•
Championship Fight Films
To Be Distributed by UA
Deal cover;ng Marciano-Cockell bout May
16 m San Francisco closed with International
Boxing Club, which will handle cameras;
closed-circuit theatre telecasts set by TNT
now exceed 80.
*
N. Y. Rivoli Theatre Prepares
For Todd-AO Presentation
Monty Salmon, managing director,
changmg
marquee and completely renovating and
decorating mt«rior of Broadway house; first
showing of "Oklahoma!" due late in July.
•
Brooklyn Dodgers Favoring
Toll TV Despite Protest
Walter O'Malley, baseball club president,
sees 50-cent levy for each set tuned in to
next year's games if FCC approves use of
system; Father Duffy Post of Catholic War
Veterans critical.
•
Boston Mayor and Officials
Approve Trench Line'
RKO's court attack on Massachusetts Sunday
censorship law may be withdrawn; Lynn
•mayor also gives okay, leaving final decision
up to the commissioner of pubhc safety.
•*
Legion of Decency Condemns
RKO's 'Son of Sinbad'
Describes picture as "serious affront to
Chi'istian and traditional standards of morality
and decency because of its blatant and
continual violation of the virtue of purity"
with salacious dances.
•
Memphis Censor Board Bans
'Sinbad' Second Time
RKO film was viewed a year ago and
turned down by the board; L. T. Binford,
censor chaii'man. .said the feature could be
'
passed with the "vulgai scenes cut.
*
Schlesingers to Produce
TV Films in So. Africa
John Schlesinger and A. E. Harmer conclude
deal after four weeks of discussion
here; also sign agreement to play 20th-Fox
cinemascope pictures in new theatres.
(Continued from page 8)
thing in the present effort to save exhibitors'
skins. He raked the film company presidents
over the coals for failing to accept pronto
the proposal to discuss exhibitors' life and
death problems with the joint TOA-Allied
committee representing practically all theatre
owners.
QUIBBLE OVER AGENDA
"At this critical moment when our house
is afire, these presidents are too pompous and
self-important to accede immediately to our
request for the conference and they quibble
as to the agenda," commented Myers wryly.
While exhibitors are "in a hell of a fix,"
however. Myers gave the impression that the
federal government will come to their rescue.
Although he's pessimistic anent exhibitor relief
from a conference with film company
presidents, he'd hate to have it said, he told
the convention, that exhibitors rushed into
government intervention without having
tried in every conceivable way to solve these
problems within the industry. And that's why
the film companies are being given this last
chance, he explained.
"At the same time." asserted Myers, "exhibitors'
greatest folly would be to sit around
any longer and wait until their houses burned
down completely without having called out
the fire depai'tment."
In all this connection, Myers revealed that
plans already are laid for immediate resort
to governmental intervention if the conference,
as he expects, doesn't materialize or result
"in the necessary exhibitor relief." He declined
at this time to make public the plan's
details.
Myers also revealed that he and Berger,
the latter joint defense committee chairman,
recently in Washington had spent a half-day
with U. S. Senator H. H. Humphrey of Minnetota,
a member of the Senate committees on
small business and monopoly, and that Senator
Humphrey had been most sympathetic
and had given them valuable advice and suggestions.
He proposed that the convention
go on record thanking and praising Humphrey.
If you only could still make a little money,
you exhibitors would have the nicest business,
one free of inventory and other such won-ies,
Myers asserted.
TWO SCHOOLS OF THOUGHT
"There are two schools of thought in New
York," said Myers. "One seems to think
that pictures should be reserved for big cities
where people go to large theatres and pay
high admissions. Film companies having that
thought feel that 5,000 to 6.000 such accounts
would insure their present revenues.
"The other school believes that all the
present problems can be solved by the right
people sitting down at a table and discussing
them. I hope that school is right, but I'm
afraid it isn't. However, the test is now to be
made."
Exhibitors should not be too skeptical of
what can be accomplished by going to the
government for relief, Myers said. He termed
criticisms of Allied for urging government
intervention "sleazy."
"We all fear and hate government interference,"
he asserted. '^But it's better than
to be ground under film company heels.
"Assuming, as I do, that the conference will
Allied's Chief Calls
For Active Campaign
Minneapolis—If immediate relief is nc
forthcoming from company presidents a
the projected industry roundtable
hibitors must prepare
to wage the
same sort of fight
which won admissions
tax relief,
Ruben Shor, president
of Allied
States Ass'n, told
North Central
Allied this week.
"Most exhibitors
now find the m-
selves in the position
where they're Ruben Shor
regulated by the
film company gentlemen in New ¥ork„J
he declared. "Government regulation aJ
any level would be an improvement, anil
we must battle for it, if the companl
presidents refuse immediate relief. Jiui
as we did when we fought for admissioiJ
tax relief, we must enlist the public ojj
our side."
He said he is convinced that Congrest
will "come to the exhibitors' rescu^
again," if called on by independei
theatremen.
He credited Alfred Starr, chairma
of the executive committee of Theati
Owners oi America, with engineering th j
recent meeting of top level TOA an
Allied members at which a joint call f(
an industry roundtable was issued. H
said that while TOA was late in comir
around to the Allied position on tH
roundtable, in all fairness, he wanttil
to give Starr credit for proposing tli |
recent jont session.
never occur or if it does it will pro\|
no solution to your present difficulties, w,
short of government regulation will save y|
business?" asked Myers.
Berger told of exhibitors coming to N
with tears in their eyes telling of distribi)
demands for 50 per cent and Saturday il
Sunday playing time for top pictures!
situations where the average total gross
•:
such attractions is approximately $240.
"The $64 question today is whether I
are going to be able to survive," said BeriS
"At this moment the outlook is dark.
"Our inventories are edibles," asser
Berger. "Our main business today is C
fections. If we didn't have our concess!
counters few of us could remain in busini.
The overwhelming majority of exhibits
today are losing money in their these
operations."
Relative to Senator Humphrey, Bert
.said he and Myers always have bJ
staunch, rockribbed Republicans, so tt
when they joined in praising Humphrey J
Farmer Labor-Democrat, it's all the me
significant. He pointed out that Myers H
held an important appointive post under t
late President Coolidge.
"Senator Humphrey is sympathetic to r
cause," he said.
Berger said that members of the All^
committee are all well-heeled persons vo
could sit on the sidelines, but are fight?
for the little fellows and for the princie
of the thing.
12 BOXOFFICE May 7, l5i

1
inds-across-the-sea
j
worldwide
I
In
I the
:
ARIETY HUMANITARIAN AWARD
GOES TO WINSTON CHURCHILL
jganization Unanimously
fites Great Statesman
forthy of Honor
)S ANGELES—Variety Club's Interna-
|[il imbued its 19th annual convention with
flavor when it clil
ed its four-day 19th annual conclave here
( irday t7) by announcing the selection of
I Winston Churchill, distinguished statesij
and former British prime minister, as
[», winner of the organization's yearly Huijitanan
Award.
committee of more than 100
ejjpaper editors and publishers nominated
Srchill "for the most outstanding service
ohumanity" in 1954. Conventioneers here
rnimously voted to accept the nomination
n are forwarding it to London, where it
ri be offered to him. In announcing the
E.-tion. George Eby of Pittsburgh, chairman
the Humanitarian Awards Committee, de-
W;d:
recognition of his lifelong devotion
liberty of man. his everlasting
;il in safeguarding Democracy and his
:aIous dedication to the furtherance of
!)rld peace, it is with deep pride that
add to the distinguished roster of
imanitarians the name of Sir Winston
Jiurchill."
|?orge Hoover of Miami, international chief
ia;er, presided at the humanitarian ban-
|u at which the naming of Churchill was
B: e public. The event was attended by some
,.Ci convention delegates, film celebrities.
e'ral. state and civic officials.
:tual presentation of the humanitarian
}\!ue will be made to Churchill in London
)yy0l. James Carreras. chief barker of Va-
It's London Tent 36. and a convention
lefjate. when he returns to England.
,ie award is presented annually to the
n, or woman without regard to color,
»itry, race or creed who is deemed to have
ie:;»d his fellow-man most notably.
\e Variety convention, voted successful
»J 11 counts, was staged at the Ambass£ulor
a

SOARING TO TERRIFIC BUSINE
NEW YORK
CHICAGO
i
PHILAE
2nd week at
the Paramount
maintaining
record pace
of smash
first week!
All adding tolf
Paramount has a nil
MOTION PICTJI

ff
N ALL FIRST ENGAGEMENTS!
NEW ORLEANS
Hence that
j-high grosser in
LOS ANGELES
Stanley Warner-
Beverly Hills
record opening
week tops
White Christmas"!
GM-FIDELITY

'
Audience Poll Details
Revealed by Rhoden
NEW YORK—November 17 through November
27 has been chosen as the new and
final date for public balloting under the
auspices of the Council of Motion Picture
Organizations to decide the best picture, best
performances and most promising young
players of the preceding year.
The change from Thanksgiving Day, November
24, to December 7 was made by Elmer
Rhoden, national chairman of the audience
awards campaign, after talks with COMPO
representatives, members of the original
audience poll committee and others.
It was also decided that Hollywood will be
the scene of the awards, and that the event
will be staged on the night of either December
5, 6 or 7. The most convenient date will
be decided later.
Rhoden has set up a nominating procedure
under which nominations will be made by
exhibitors. They will cover three different
periods. The first ballot, according to a
tentative arrangement, will be supplied
and
COMPO by exhibitors on or about June 1
will cover pictures released between Oct. 1,
1954, and March 31, 1955. Distributors will
decide which of their pictures have had wide
enough distribution to be eligible for nomination.
Any picture or personality receiving 75
per cent of the exhibitor nominating votes
will go on the final ballot given the public.
Next, exhibitors will make their nominations
August 1 or thereabouts from pictures
and personalities included in the April, May
and June releases. The final nominations
will be made about October 1 on pictures and
personalities included in the July, August aJid
September releases. Any picture or personality
receiving 75 per cent of the votes in
each of the three ballotings will be entered
on the final ballot to be cast by the public.
September 30 will be the deadline for consideration
of pictures.
Those with whom Rhoden conferred were
Wilbur Snaper, one of the COMPO governing
triumvirate; Morey Goldstein, chairman of
the general sales managers committee of the
Motion Picture Ass'n of America; Harry
Mandel, chairman of the COMPO press relations
committee; Emil Bemstecker of the
Wilby-Kincey Theatres of Atlanta and Ralph
Russell of the Palace Theatre, Canton, Ohio;
Robert W. Coyne, COMPO special counsel,
and Charles E. McCarthy, COMPO Information
director.
Johnson Goes to Europe
To Discuss French Pact
NEW YORK—The first
steps toward negotiating
a new film agreement with Prance
will be undertaken shortly by G. Griffith
Johnson, vice-president of the Motion Picture
Export Ass'n, who left for ESirope during
the week.
After visiting the Cannes Festival he will go
to Paris for the talks. The pact expires June
30. He will then visit Frankfurt, Germany,
where there is the threat of a quota exceeding
27 per cent, now in force to protect Germanmade
films. There is also talk of a German
dubbing tax.
International Projector
Names Alden President
BLOOMFIELD, N. J.—John L. Alden, formerly
in charge of patent licensing for Western
Electric, has been made president of
[nternational Projector
John li. Alden
ing equipment.
Corp.. succeeding Rear
Adm. R. B. Tompkins,
USN retired.
International is a
subsidiary of General
Precision Equipment
Corp. and produces
projection and sound
reproducing equipment.
Through its
Sec-o-matic division it
manufactures synthetic
solvent dry clean-
Alden has been with General Electric since
1926, holding supervisory posts at the New
York, Chicago and Kearney plants. As patent
licensing manager he administered all Bell
System licenses for patent rights under 9,000
U. S., 2,400 Canadian and 3,100 other foreign
patents. He also has supervised the manufacture
of all kinds of central office and toll
equipment.
Miami Chamber Joins
Fight Against Toll TV
MIAMI—The Miami-Dade County Chamber
of Commerce has adopted a resolution
opposing pay-as-you-see television, and has
forwarded its statement of opposition to the
Federal Communications Commission. Pointing
out that the concept of American broadcasting
has been based on the right of every
individual to look and listen without payment
of fees, the Chamber of Commerce asked the
FCC to reaffirm this position in denying
petitions for toll TV.
Sarnoff Sees Color TV
'Break Through' Xmas
NEW YORK—Color television wUl
"break through" in set output and broadcasting
by Christmas of 1955, according
to Brig. Gen. David Sarnoff, chairman
of the board of RCA.
Pointing out that a reasonable number
of color programs will be broadcast with
regularity and this number will increase
rapidly as more color sets axe installed in
homes. Gen. Sarnoff said that RCA is
confident that it can sell all the color sets
and tubes it will produce between now
and the end of the year.
The company's plant in Bloomington,
Ind., will begin to turn out 21-inch color
TV receivers to sell for $795 in a table
model and $895 in a floor or console model
this week, he said.
Allied Policy Cause
For Gehring Balk
DES MOINES—William C. Gehring, exec
five assistant general sales manager for 20
Century-Fox, who turned down two invit
tions to speak at Allied regional conventio
this week gave his explanation for the actli
in a letter read to delegates of the IoW|
Nebraska Allied unit meeting here.
Gehring's explanation was that since Alii
is seriously considering asking for fed®
regulation of the motion picture industry,
felt he could not appear before the conve
tion. His letter was addressed to Al Myri<
Iowa-Nebraska president. Gehring's fra
discussions of exhibitor-distributor problei
at Allied meetings have been highlights oi
number of conventions in the last two
and there has been considerable conjectl!
as to the reason for the sudden refusaJs
appear.
Leo F. Wolcott, chairman of the board,
his annual report, scolded exhibitors becai
many "had gone for impossible deals, pli
ing into the hands of the distributors." The
fore, he added, some of the blame for p(
earnings in the last year must rest with th
theatremen.
He attributed the drop in revenue to th
possible factors: (1) Patrons who objected
failure to have the tax cut passed on to
public: i2) admission increases; (3) telev'
in new areas; i4> night sports; (5) high fl
rentals.
However, Wolcott said there had been so
bright spots during the year. Withdraw
of the requirement that all CinemaSw
pictures be played with stereophonic soi
was a big help, he said. Tax relief was
major assist, and there was a slowdown in
I
price rise, he also said.
He agreed that Cinemascope pictures,
the most part, provided improvement of ]
i!ct and produced better boxoffice results.
felt that theatre owners may be justlf,
for then- expense in installing new equipin<
"in time."
Abram F. Myers, Allied's general cou
and board chairman, and Ruben Shor,
tional president, were also scheduled to sp
at the three-day convention which got
way Wednesday (4). Bob Krueger of
City gave the welcoming talk. Clinics w
scheduled with Myers, Col. H. A. Cole, E.
Huhnke, Phil Lannon, Harold Struve
Krueger presiding.
This Doesn't Look Like
Berger's Selling Out
MINNEAPOLIS—The future apparecir'
doesn't look too dark to Ted Mann si
Bennie Berger despite Berger's recent deolation
he desires to sell his theatres. Tiy
are spending $175,000 to improve their fit
run World and Gopher here.
At the 400-seat World, a highly successil
operation, Mann is shelling out $125,000 T
an entirely new glass exterior, new air c<
ditioning and lighting, new wide seats, 1
latest and best modern projection equipmd
an enlarged general lounge and new pow|
room, carpeting, a seamless widescrej
redecorations generally and some additio|
seats.
Berger is spending over $50,000 for a rW
front, lounge and foyer, new carpeting i^
interior decorations at the Gopher.
16
BOXOFFICE May 7. l,5j

.
FROM BATTLEMENT TO BOUDOIR .
FROM BRAWL TO LOVERS' TRYS7
' "^'-d^ reckless path I
Men knew his fury
and >vomen — his lips,
but none knew the name,
or the secret, of the
man who held a
nation at bay!
ijijiJiJ.UM-i.yj,
'7:^!!^2^*»fc4a;^c.^i^*?j«^>«^z

'
i
NT Attendance Is Down,
But 13-Week Net Is
LOS ANGELES—Consolidated net income
of National Theatres for the 13 weeks ending
March 26, 1955, was $734,133, equivalent to 27
cents a share, compared to $651,468, or 24
cents a share, in 1954's corresponding quarter.
President Elmer C. Rhoden reported to
stockholders Wednesday ^4>. Rhoden said
the circuit's consolidated net for the 26 weeks
ending March 26—the fu-st half of the current
fiscal year-—was $1,280,549, or 46 cents a
share on 2,769,486 shares of outstanding stock,
compai-ed with $1,307,050. or 47 cents a share,
for the same period last year.
Gross income was up 4 per cent, but attendance
dwindled by 8 per cent, Rhoden
reported. He sounded an optimistic note,
however, by predicting a more satisfactory
third quarter with the release of "stronger
attractions and the diminishing television
audience in the summer."
Among "quality" pictures awaiting release,
Rhoden cited 20th Centui-y-Fox's "Daddy
Long Legs," "Soldier of Fortune" and "Seven-
Year Itch," Walt Disney's "Lady and the
Tramp," MGM's "The Prodigal" and "Interrupted
Melody," Pai-amount's "Strategic Air
Command" and "The Seven Little Poys,"
Warners' "Moby Dick" and "Mister Roberts"
and United Artists' "The Kentuckian" and
"Not as a Stranger."
He pointed out that NT has, to date, been
unable to expand in the drive-in field because
of the government's consent judgment, but
that now, after compliance, the circuit hopes
to move into that exhibition segment by acquiring
construction sites and purchasing
ozoners already in operation.
20th-Fox Pays Extra Sum
For Release of 'Itch'
NEW YORK—Twentieth Century-Fox will
be able to release its film version of the
Broadway stage hit, "The Seven Year Itch,"
some time this summer, instead of the originally
stipulated date of Feb. 1, 1956, by
paying $175,000 to the producers of the play,
Courtney Burr and Elliott Nugent.
The original purchase price of the hit play
was $225,000. Marilyn Monroe and Tom Ewell
(original star of the play) are starred in the
20th-Fox picture, which was completed some
months ago. Ewell is currently on tour with
a road company of the play while Eddie
Bracken is now starred in the Broadway
production, in its third year at the Fulton
Theatre, where it passed its 1,000th performance.
Omnifilms to Distribute
Foreign-Made Features
NEW YORK—Omnifilms, Inc., has been
formed by Noel Meadow for the acquisition
of foreign films for U. S. release. The first
release will be "The Noose and the Needle,"
produced by Oscar Dancigers in Mexico,
where it was called "El."
Arturo de Cordova is the star and Delia
Garces is co-starred In the film, which was
directed by Louis Bunuel. Columbia Pictures
has acquired the distribution rights for the
rest of the world, outside the U. S.
Up
Kentucky Exhibitors
Forming Allied Unit
Louisville—A new exhibitor association,
to be affiliated with Allied, is in the
process of being organized in Kentucky.
A meeting of theatremen has been called
for 1:30 p.m. Tuesday (17) in the auditorium
of the Falls City Theatre Equipment
Co. building. Coming here to attend
the session will be Abram F. Myers, general
counsel for Allied; Ruben Shor, national
president; Trueman Rembusch and
William A. Carroll of Indiana's unit, and
Robert Wile, executive secretary of Ohio
Allied. The organization committee consists
of J. M. Reiss, Louis Arm and E. L.
Ornstein of Louisville, and Robert Enoch,
Elizabethtown.
Ben Berger Again Heads
North Central Allied
MINNEAPOLIS—Benjamin Berger was reelected
president of North Central Allied at
the convention here this week. Except for
one term, when Ted Mann took over, Berger
has headed the organization since it was
established. Also re-elected was E. L. Peaslee,
Stillwater. Minn., first vice-president. Burt
Parsons of Springfield, Minn., was elected
secretary and Henry Greene, Minneapolis,
was chosen treasurer.
Board members elected were Ted Monn, Frank.
Montzke, Chorles Rubenstein, Harold Kaplan ond
Martin Lebedoff, Minneapolis; Sheldon Grengs, Eau
Cla re, Wis.; Will Gioser, Fairboult; George Granstrom,
5t. Paul; John Johnson, Deer River; Lowell Smoots,
Little Falls, and C. Fred Schenne, Litchfield, Minn.;
Mike Cooper, Grand Forks, N. D.; Howard Gould,
Glencoe; J. L, Anderson, Pionkinton, S. D,; Joseph
Corriere, Hollock; Jack O'Brien, Tracy; Cal Nygaard,
Brainerd; Albert Munro, Rolla, N D.; Frank Hohn,
Ashland, Wis.; Cal Kaake, Duluth; J. M, Rosfvold,
Caledonia; Ed Fredine, Benson; Alfred Bergmann,
Hudson, Wis.; John Brandenhoff Fairmont, and Al
Smith, Winona. George Gould, Glencoe, was named
an honorary director.
Brilant Preparing Poll
Pressbook for COMPO
NEW YORK—Arthur M. Brilant, veteran
publicity and promotion man. is aiding the
Council of Motion Picture Organizations in
preparing a brochure and pressbook on the
national audience award poll, working under
the direction of Charles E. McCarthy, information
director.
Brilant worked for 12 years under S. Barret
McCormick at RKO Pictures, and also in the
Hollywood and New York offices of Warner
Bros, and Paramount. He conducted the 1946
national publicity drive of the industry in
behalf of the Red Cross.
New Allied Artists Dividend
HOLLYWOOD—Meeting in New York on
Tuesday (3), the Iroard of directors of Allied
Artists declared a quarterly dividend of
13% cents a share on the company's 5^i; per
cent cumulative convertible preferred stock.
The dividend is payable June 15 to stockholders
of record as of June 3.
RCA Sales Earnings
Highest m History
NEW YORK—Sales and earnings of tl
Radio Corp. of America in the first quart
of 1955 amounted to $256,305,000, an increa
of 13 per cent over the first quarter of 19i
and the highest of any similar period in tl,
company's history. Brig. Gen. David Sarno),
chairman of the board, told the 36th annu:
stockholders meeting May 3.
Profits, before federal taxes, amounted
$25,085,000, or a net profit for the quart
of $12,568,000, after providing $12,517,000 f
taxes. This is an increase of 25 per cent ov
the profits earned in the first quarter of 19E
Afier preferred dividends, the common sta
earned 84 cents a share, compared with
cents in the first quarter of 1954.
Looking ahead. Gen. Sarnoff said that RC
foresees a good volume of business for tl
year 1955 as a whole. "We all know from e
perience. however, that it is not possible
.
use the results of the first quarter period
the yardstick for the remainder of the yes
Nevertheless, based upon the annual progre
sion and rate of our growth in past yea:,
we hope that RCA will, for the first time
its history, achieve the stature of a billli'
dollar corporation. Our sights are set hi|
and the target for 1955 is one billion doUa
in sales of products and services," G

ARMS!
• ••and it's the
FUNmesr
from
BUD and
MARIE WINDSOR • MICHAEL ANSARA and PEGGY KING
Directed by CHARLES LAMONT
•
Screenplay by JOHN GRANT • Produced by HOWARD CHRISTIE
A UNIVERSAL INTERNATIONAL PICTURE
s
f
Another Picture with that Universal Appeal! h

; May
(
^
;
'
PARA, WILL ASK FCC TO LICENSE
PAY-AS'YOU-WATCH TELEVISION
Company Deep in TV;
Owns Station, Makes
Color Tubes
NEW YORK—Industry opposition to
pay-as-you-see television will not be unanimous.
Paramount not only has filed answers
to the Federal Communications Commission
request for proposed rule-making
suggestions, it will be represented among
the proponents at any hearing decided
upon by the FCC. This hearing probably
will be held next fall. The Commission had
considered a summer date, but has decided
to let it go over until after the vacation
season for its employes.
OWNS 50% OF TELEMETER
The company now holds an Interest of more
than 80 per cent in International Telemeter
Corp. Last year it held 50 per cent, so it is
apparent that the company's interest in this
kind of television hasn't slackened; it has
increased.
"Our experience in show business tells us
that the Telemeter system is the most practical
system of paying for entertainment in
the home," Barney Balaban comments in the
company's latest annual report. "The combination
of vocal program announcement, a
coin box and built-in electronic accounting
control provides the most effective merchandising
and the simplest operation for the
viewer.
"There are major problems to be solved before
pay-as-you-see television realizes its
vast commercial possibilities. The various
data processing projects, although aimed at
important fields, must still pass in varying
degree through the stage of converting phototype
equipment to successful commercial
product."
Telemeter is only one of the television
projects in which Paramount has an interest.
It has decided to go into production of films
for TV use.
INTEREST IN CHROMATIC
Paramount also has a 50 per cent interest
in Chromatic Television Laboratories, Inc.,
which is manufacturing the Lawrence color
television tube. Last year it was expected
that color TV receivers would be widely used
by this time, but unexpected delays developed.
In the meantime licenses have been issued to
several manufacturers for use of the Chromatic
system.
In explaining the color delay, Balaban said
the solutions offered by some companies did
not "represent practical answers to the problem
of delivery of quality color for mass
market prices to the public. We believe the
showings planned for the near future will
demonstrate the Lawrence tube is the key
to the problem."
Paramount has had a 26 per cent interest
in the Allen B. DuMont Laboratories for
several years, but has repeatedly denied that
it exercises any control. A few weeks ago
DuMont announced that it was contracting
its network and henceforth would transmit
its programs on film to cut down wire
charges. There has been no information
Para. '54 Gross Down 3%
But Net Income Gains
NEW YORK—Paramount's gross revenues
for 1954 were $108,833,841, about 3 per cent
below 1953, when the total was $112,050,206.
This was due to delay in the release of some
of the new product until the latter part of
the year, states Barney Balaban, president,
in the annual report.
There was a general improvement in business
during the year. The report describes
it as a "healthy resurgence."
"In recent years," the report states, "it became
increasingly obvious that each picture
must stand or fall on its own merits. Now,
more than ever, it is clear that the public
will support good pictiures. Good pictures
can compete successfully with television, or
forthcoming on whether Paramoimt's plan
to go into TV film production has a relationship
with the DuMont policy shift.
Paramount owns station KTLA, Los Angeles,
100 per cent. This station is supposed
to have been the first to turn in a profit. It
also has a stake in the rapidly developing
telecasting business in Canada—50 per cent
of Ontario Television, Ltd., which owns and
operates CKCO-TV at Kitchener, Ont.; 50
per cent in Television de Quebec, Ltd., which
operates CFCM-TV, Quebec City. Both of
these have Telemeter franchises.
Canadian theatres are beginning to feel
the TV competition, the Paramount annual
report admits, but this is not expected to be
as serious as it was for some time in the
United States.
QuesHons Filmmaking
By TV Nefworks
Washiiig:toii—FCC Commissioner Frieda
Hennock on Friday (39) questioned
whether television networlcs should be
permitted to produce or syndicate motion
pictures and called for "an immediate,
vigorous" Congressional investigation of
monopoly practices of the networks.
Miss Hennock submitted to the Senate
Commerce Committee a minority report
on that Committee's TV probe of last year.
The Committee had invited FCC comments
on the investigation, which had
been aimed at the financial difficulties
of the new UHF stations.
Network penetration into all phases of
the film ind'ustry jeopardizes development
of film as a competitor to network program.
Miss Hennock told the Committee.
She said "the networks maintain a life
and death control over TV and are
strangling UHF and the development of
TV."
any other form of public entertainment."
Consolidated net earnings after taxes f;
1954 were $9,003,802, compared with $6,779,5
in 1953. Dividends were paid at the rate
$2 per share. Earnings were at the rate
$4.10 per share. Net current assets went up .
$66,950,900, an increase of $4,385,486.
Dividends from Canadian and foreiij
affiliated companies were $6,648,000, coij
pared with $752,860 in 1953.
Foreign business was an increasingly ir
portant part of the total, the report stat*
due to more favorable economic conditio'
abroad, but the company does not report ;
foreign income until it has been remitted
this country.
On this point the report states: "Canadi;|
theatres are beginning to feel the impei
of television. However, with the experieni
of the American industry behind them, it;
cur belief that the higher quality of pictur
now in release and the new and greatly ii;
proved methods of presenting films will e
able the Canadian theatres to adjust mcj
rapidly to television."
The Paramount stake in Canadian theatl
operation is much larger than its investmer.
in TV thus far. It holds 51 per cent of F-
mous Players Canadian Corp., Ltd., in spi
of the sale of 285,000 common shares whi»
were sold to the Canadian public last spri;{
at $23.50 per share, on the theory that
.
would be better for the company to haf
Canadian residents holding a larger shs^
of the total. Up to the time of this sale Pav
mount held 67% per cent.
Paramount Is Continuing
Its Purchases of Stock
NEW YORK—Paramount is continuing ^
policy of purchasing its stock on the ofV
market.
Between January 1 of this year and Aprii
the total outstanding was reduced by 5,1>
shares, leaving the total at 2,188,921 frd
,
21,195,027. These purchases began befi?
the antitrust decree went into effect ai
have continued at various speeds since.
Purchases for the full year were 22,01.
During 1953 the total purchases were 122,41.,
The cost of the 1954 buys was $774,5!.
During 1953 the total cost was $3,243,586.
Hiding' Screening Dated
NEW YORK—Warner Bros. "TaU Man R-
ing." starring Randolph Scott and Dorot? I
Malone, will be nationally tradeshown May .
instead of May 11. as previously announcl.
i
The picture will be nationally distributl i
June 18.
bj'f
'
20 BOXOFFICE :
7. Il5

1
three
. . . from
MOVIE FESTIVAL EMBLEM
An emblem, carrying the slogan
•'Nothing Beats the Movies," will be
the key promotional item in the monthlong
Southeastern Movie Festival which
exhibitor organizations will sponisor
in Georgia. Alabama and Florida.
The Festival will be held from May 16
to June 16 in all three states. There will
be co-op advertising, saturation playdates
for top pictures being released by
distributors for the occasion and some
of the companies are placing full color
Sunday advertisements in daily news-
'
papers to sell the pictures. The Festival
is one of the first to be held on a regional
basis in the industry's history.
^)^T-IATSE Deal Closed;
i) Theatres Book Fight
•TEW YORK—Theatre Network Television
1 i the International Alliance of Theatrical
f ige Employes and Moving Picture Machine
Cerators have signed a one-year labor
£--eement covering employes in the closedc'cuit
TV industry. Signers were Richard
I' Walsh, lATSE president, and Nathan L.
ripern, TNT president.
Negotiations were conducted by Martin H.
Ill for TNT and John J. Francavilla. inter-
Uional representative, for the union.
rNT has a 41-city network of large-screen
i:'bile projectors which will be operated by
irSE crews. The first telecast under the
utract will occur Monday (9) when there
VI be a program for physicians sponsored
1 the American Medical Ass'n and Smith,
line and French Laboratories.
The Marciano-Cockell fight will be telecst
May 16 from San Francisco to more than
8 theatres, Halpern said.
l.cture Companies Report
fock Holding Changes
CEW YORK—Changes in corporate holdi
s of their own stock have been reported
I motion picture companies to stock extmges
as follows:
ivmerican Broadcasting-Paramount Theses,
five per cent preferred, shares pre-
^usly reported, 3,109; latest report. 9,409:
I -amount, common, 22.000 to 27.000; RKO
'eatres, common. 672.377 to 88.400; Stanley
j^Jner Corp., common, 265,600 to 270,600.
COMPLAINTS GO TO MOTION PICTURE ASSN
British Censors Warn
On Crime, Violence
NEW YORK—The British Board of Film
Censors has formally warned the Motion
Picture Ass'n of America that U. S. producers
must place le.ss emphasis on crime, violence,
passion and sex or films with an undue
proportion of those ingredients may be
barred from distribution in Britain.
The letter itemized complaints against six
films which it has banned. All had the
production code seal. They are: "The Wild
One," "Cell 2455, Death Row," "Wicked
Woman," "Black Tuesday," "Operation Manhunt"
and "Cry Vengeance."
The letter said violence was permissible
when necessary to the story, but not "scenes
of utmost brutality" and evidence of "sadistic
pleasure" in beatings.
The MPAA here had no comment, but it
was clear that the warning was being taken
seriously and that Eric Johnston, president,
would discass it with company presidents.
Louisville Times Also
In a Warning
LOUISVILLE—The Louisville Times, commenting
on the action of the British Board of
Film Censors in warning American producers
to modify scenes of violence, crime and passion,
declared that while it has never liked
censorship it is conceivable that the British
are doing the United States a favor in its
foreign relations.
The Times editorial, which has already
been reprinted in other important daily newspapers,
said, in part:
"Hollywood has an immense foreign market,
upon which it is heavily dependent. Thus
Hollywood already operates a rather sensitive
censorship of its own. Care is taken
that no film contain anything offensive to
the national pride and prejudice of any one
of many friendly countries in which it may
be shown. The effect may be somewhat restrictive,
artistically, but the foreign boxoffice
is highly important, economically.
"However, no similar self-interested, selfcensorship
appUes so carefully against what
may be, in effect, misleading caricature of
life in the United States. The total impact
upon the foreign audience may be unexpectedly
different from the impact upon the
American audience, which is able to see the
picture in familiar perspective.
" * • * Foreign censors—the British Board
of Film Censors, for example—are not primarily
interested in seeing to it that an
accurate picture of America is presented to
their audiences. The censors are interested in
'protecting' the audiences from scenes which
the censors consider too raw and therefore
brutalizing, or degrading. But if this effort
has the net result of diminishing the notion
abroad that violence is an accepted instrument
of the American way of life, we carmot
condemn the censorship as wholly nefarious,
or unconscionably meddlesome.
"The question is difficult, of course. The
Wild West, source of much of the film entertairunent
that goes overseas, was more or
less wild. Life in the United States has never
been wholly serene and subdued, or free of
crime and sex. Let's hope that Hollywood,
under prodding like that which comes from
London, can strike a reasonable balance somewhere,
before going so far as to portray us
all as goody-goodies."
Assails 'Sin-Strewn' Films
Exported From the U.S.
BURLINGTON, WIS.—A small minority of
film distributors send "sin-strewn" films
across the ocean and thereby play into the
hands of Rus.sian propagandists, Sen. Alexander
Wiley (R., Wis.) told a "May Day-
Loyalty Day" celebration here on Sunday (1).
Wiley praised theatre owners for their contributions
to "all sorts of charitable and
goodwill causes," commended MPAA president
Eric Johnston and the vast majority of
producers and distributors for their cooperation
in trying to create a tnie picture of the
U. S. abroad, but a.ssailed the small minority
of distributors who are engaged in "squeezing
the last possible dollar ... in greedy profit
the overseas market."
Some of these films present an America
"of sex, sin and sadism, of gangsterism, corruption,
filth and degradation," and while
Americans can ordinarily "interpret such
films in proper perspective," foreign audiences
are misled. He said we are spending
$80,000,000 through the U. S. Information
Agency to create a good impression abroad,
and these films have been undoing the work.
ITie Russians "are pouring out enough filth
about us without our adding to our own problem,"
Wiley said. He told his audience that
he doesn't believe in government cen.sorship
and said "it is up to Hollywood, therefore, to
demonstrate its further loyalty ... by taking
voluntary action. An unscrupulous few should
not be in a position to tarnish the good name
of the overwhelming mass of deeply responsible
industry leaders."
Stanley Adams Re-Elected
President of Ascap
NEW YORK—Stanley Adams was reelected
president of the American Society
of Composers, Authors and Publishers at a
board meeting April 28. Re-elected for a oneyear
term were; Otto A. Harbach, vice-president:
Louis Bernstein, vice-president; John
Tasker Howard, secretary; Saul H. Bourne.
treasurer; George W. Meyer, assistant secretary,
and rtank H. Connor, assistant
treasurer.
Three Elected to Board
Of Makelim Pictures
HOLLYWOOD—Election of three men tn
the board of directors of Maklim Pictures,
Inc., was announced by Hal R. Makelim.
president. They are C. A. Dandelake, of
Tarboro, N. C, owner of the Colonial and
Tar theatres and president of Theatre
Owners of North and South Carolina; Hugh
Thomas jr.. Sarasota, Fla.. owner of the
Siesta Drive-In circuit, and Jack Jackson,
editorial columnist of Houston, Texas.
IXOFFICE :: May 7, 1955 21

ii/lay 31 thru June
starring
DALE ROBERTSON • SALLY FORREST -LIU srJ
]co-starring
MARI BLANCHARD • Directed by lED TEIZIAFF • Wntten by AUBREY WIS6ERG and JACK POli

1£
SINBADV
wee I
THEATRE i
across the
U.S. have
booked SIN BAD for
the first mreek in June!
JGHES presents
ftlCENT PRICE
THE NEW ANAMORPHIC PROCESS
Si/P£J?SCOPE
ON THE GIANT WIDE SCREEN
color by
TECHNICOLOR
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RADIO
PICTURES
V

: May
ANNOUNCEMENT AT RICHARD F. WALSH DINNER
20th-Fox Plans Epilepsy
Film for Variety Clubs
Richard F. Walsh (center), international president of lATSE, was guest of honor
at the Heart Award Dinner of the Variety Club of New York, where he received the
second annual Heart Award from Russell V. Downing (left), president of Radio City
Music Hall. William J. German (right), was chief barker of Tent No. 35 and general
dinner chairman at the Waldorf Astoria Hotel event.
NEW YORK—Spyros P. Skouras, president Charles Halloran, representing Governor
of 20th Century-Fox, will produce a motion Harriman, who praised Walsh for his role
picture on epilepsy for nationwide theatrical in the maintenance of labor harmony in the
distribution under the sponsorship of the amusement world.
Variety Club Foundation to Combat Epilepsy Robert J. O'Donnell, vice-president and
he told the 800 guests attending the second general manager of the Texas Interstate
annual Heart Award Dinner of the Variety Circuit and former chief barker, was toastmaster
and also told of his early association
Club of New York at the Waldorf Astoria
Hotel May 2.
with Walsh. Others on the dais were: Margaret
Hayes, actress; Jay Emanuel, A. W.
The dinner was the Variety Club's tribute
Schwalberg, Max A. Cohen, Samuel Rinzler,
to Richard F. Walsh, international president
of the International Alliance of Theatrical
Stage Employes and Motion Picture Operators
of the U. S. and Canada, who was presented
the Heart Award by Russell V. Downing,
president of the Radio City Music Hall.
Skouras said he hopes to make the picture
in both Cinemascope and conventional
forms and, "with the aid of the Variety Club
Foundation we hope to be able to exhibit
this film in all theatres in the U. S." The
script is now in preparation and production
will be started shortly at the 20th-Fox Studios
in California for fall release, according to
Skouras. The picture will also be issued in
16mm for clinical and professional use later
on.
"The purpose of the film is to bring the
American public up to date on the great
strides that have been made by the medical
profession in the diagnosis and treatment of
epilepsy," he said.
Walsh, who has served as a director of the
Variety Club Foundation to Combat Epilepsy
since its founding, was praised by William J.
German, chief barker of Variety Club who was
chairman of the dinner committee, for "having
contributed much to its success."
Other speakers were: Robert M. Weitman,
vice-president of American Broadcasting-
Paramount Theatres, who spoke of his early
as.sociation with Walsh in union activities;
Howard Lindsay, author-producer-playwright,
who spoke for the legitimate theatre and
said that Walsh "has given not only respect
but self-respect to the lATSE," and Hon.
Abel Green, Sam Rosen, Fred J. Schwartz,
Gus S. Eyssell, Emanuel Frisch, Sam Dembow.
Major L. E. Thompson, Thomas Murtha,
Charles Reagan, Herman Gelber, Edward L.
Fabian, Joseph R. Vogel, John Shubert, Harry
Brandt, Leonard Goldenson, Herman Robbins,
Ned E. Depinet, Richard W. Altschuler,
Mrs. Charles E. Lewis, Wilbur Snaper, James
L. Wolcott, Robert W. Coyne and Donald M.
Mersereau of BOXOFFICE. Martha Lipton,
Metropolitan Opera star, sang the National
Anthem and Rev. Vincent J. Brosnan, chaplain
of the Catholic Actors Guild, gave the
invocation.
$2,000,000 Antitrust Suit
Filed in New Hampshire
BOSTON—An antitrust suit claiming $2,-
000,000 in triple damages has been filed in
federal district court of New Hampshire by
Miriam Z. LeWitt, owner of the Strand Theatre,
Plainville, Conn., against the eight majors.
The suit claims an illegal structure of
runs, clearances, availabilities and admission
prices and charges the majors and theatres
in Bristol, New Britain and Hartford, Conn.,
with conspu'acy, monopoly and restraint of
trade. There are no exhibitor defendants,
however, since none does any business in
New Hampshh-e and are therefore outside
the jurisdiction of that state.
The suit was filed from the Boston office
of attorneys George S. Ryan and W. Bradley
Ryan.
Republic to Release
20 in Five Months
NEW YORK—Republic will release 20 fe
tures from May through September,
assuring consistent delivery during the ne
five months at the
rate of one a week, according
to Richard W.
Altschuler, director of
worldwide sales. All
productions on the list
are either completed or
now shooting, he said.
Leading off the May
schedule is "The Eternal
Sea," co-starring
Sterling Hayden and
Alexis Smith, which
recently opened at the
RKO Albee, Providence,
followed by a
saturation
throughout New England. Others for
will be: "Santa Fe Passage," in TrucoU
starring John Payne, Faith Domergue
Rod Cameron; "I Cover the Underwark
with Sean McClory, and "Don Juan's Nii
of Love," with Raf Vallone and Silvi
Pampanini.
The June list starts with "Road to Denvei|5'j
in Trucolor, starring John Payne, Moi^
Freeman and Lee J. Cobb, and "Flame of
i
Island," in Trucolor, starring Yvonne
Carlo, Howard Duff and Zachai-y Scott; "i
Green Buddha," starring Wayne Morris i
Mary Germaine; "City of Shadows," starril
Victor McLaglen with John Baer and Katl
leen Crowley, and "Double Jeopardy," sta
ring Rod Cameron with Gale Robbins.
In July, there will be: "Magic Fire,"
Trucolor, starring Yvonne De Carlo, Carl
Thompson, Rita Gam and Valentina Cortes
"Mystery of the Black Jungle," starring L
Barker; "Deadline Alley," starring B
Cameron and Julie Bishop, and "Jaguai
starring Sabu with Barton MacLane.
In August, there will be "The Last Coi
mand," starring Sterling Hayden, Anna Mai
Alberghetti and Richard Carlson;
Divided Heart," a British picture produc
by Michael Balcon, starring Cornell Borche
Alexander Knox and Yvonne Mitchell; "It
That Rifle Down," starring Judy Canova, ai
"Circus Girl," in Trucolor.
September will bring "The Hostage,"
Trucolor, starring Ray Milland and
Murphy; "The Vanishing American," bet ber
filmed in Trucolor, starring Scott Brad
Audrey Totter and Forrest Tucker, and "Cod'It^
""
Next Spring," in Trucolor, starring Stejj
Cochran, Anne Sheridan and Sonny Tufts.]
MGM to Handle 'Svengafl
British Film, in U. S.
NEW YORK—Metro-Goldwyn-Mayer
distribute "Svengali," produced in Englarl
by George Minter, in the U. S. and the wesl
ern hemisphere, according to Charles M. Reil
gan, general sales manager. Tliis MGM dil
tribution deal follows others with outsiil
producers, including Samuel Goldwyn, f|
"Guys and Dolls."
"Svengali," in Eastman Color, is based (I
the novel "Trilby" by George du Maurkj
and stars Hildegarde Neff as Trilby, Dona'
Wolfit as Svengali and Terence Morgan
Billy. Noel Langley directed.
24 BOXOFFICE :
7, 191

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1
Milwaukee's Exhibitors
Organize for Promotions
By BILL NICHOL
MILWAUKEE—Theatremen in this town
are giving concrete evidence of what can
be done when exhibitors
get together to
promote the motion
picture business for
their mutual benefit.
While there have
been occasions in the
past where local managers
of downtown theatres
got together to
whip up enthusiasm
designed to bring patrons
back to the
movies, the over-all
Erv Clumb
spirit of the thing, as
was the custom, soon wound up as a mere
memory and experiment.
DECIDE ON JOINT EFFORTS
All this, however, has been changed. The
managers have finally come to the point
where they realize that the very lifeblood
of the business is at stake. Hence, they decided
to do something about it in January.
Things have moved quickly in the intervening
months. April resulted in a big cooperative
movie festival month, and through
the joint efforts of the managers, the Milwaukee
Journal published a 16-page, color
motion picture magazine which is to become
an annual project.
Among those attending the January session,
which incidently, was held on the Riverside
Theatre's mezzanine floor, were: Ervin
Clumb, the Riverside's managing director;
Al Meskis, Warner; Jack Kois, Telenews; Bob
Kroenert, Alhambra; Mrs. Marion Hvasta,
Towne; Robert Brill, Pi-incess; Harry Boesel,
Palace; Francis Bickler, Wisconsin, and Miss
Estelle Steinbach, now managing the Garfield
in addition to her public relations activities
for Fox-Wisconsin. The over-all theme
permeating the meeting involved the thought
that "what's good for the downtowners, is
good for the others."
FIND MUTUAL PROBLEMS
As might be expected, issues of all sorts
arose. One of the difficulties, which the
neighborhood theatres are not afflicted with,
is the parking problem. The price structure
downtown is obviously higher than in the
outlying districts. Admittedly, promotion, exploitation
and advertising for the downtowners
calls for high-powered efforts, and
lofty expense budgets. Thus, while each individual
theatre has its own problems, by and
large, the managers felt any approach in the
direction of bringing patrons back to the
movies is a step In solving the boxoffice
trend.
At any rate, with all the problems brought
out into the open, the aggressive group boiled
down the solutions immediately available,
and committees were promptly named for
expediting the approaches. As for some of
the conclusions drawn, it is interesting to
note that while here and there an individual
situation may appear Ln distress,
prospects for the future are beginning to
look brighter.
Sprint.mm[Setlion
Cover of "Oscar" section in tiie Milwaukee
Journal, an exhibitors promotion.
Nevertheless, once the conclusions of these
showmen were out of the way, and lines
drawn, so to speak, they repaired to their individual
forts and proceeded to break down
the resistance. First, the mayor was approached,
with the thought in mind that the
naming of April as "Go-to-the-Movies
Month" would focus attention on the theatres
as important community centers.
Then the city council was asked to get on
the bandwagon, and as a result, came up
with five resolutions which were very effective
in stimulating the movement back to the
movies. Meanwhile, Boesel and Clumb spearheaded
action on a special "Oscar Section"
which appeared in the Milwaukee Journal.
April 10. the first of its kind, and as matters
stand right now, slated for an annual appearance.
It stands as a monument to the combined
efforts of these showmen, and represents
a symbol of what can be accomplished
with unity.
One and all, they agree (one week having
passed, with boxoffice receipts ascending)
that this is the sort of "stuff" which smacks
of future success. Monthly meetings are now
in order, and a number of surprises scheduled
for the future. This may be IT!
Named to direct exhibitor activity on a
joint basis were: Ervin Clumb, chairman;
Harry G. Boesel, co-chairman; Miss H. Brunner.
Pox Theatres; Francis Bickler, Robert
Kroenert, Mrs. Marion G. Hvasta, John R.
Kois. Al Meskis and Miss Steinbach.
Universal Votes Dividend
NEW YORK—The board of directors of
Universal Pictures Co., Inc., has voted a
quarterly dividend of $1.0625 per share on the
4'/i per cent cumulative preferred stock, payable
June 1 to stockholders of record at the
close of business May 16.
MGMloReleaseSFilm
During July, August
NEW YORK—Metro-Goldwyn-Mayer w
release five features, including one reissi
during July and August, to make a total
18 pictures for the first eight months of 19^
Three of the 18 are reissues. 1
For July, there will be "Interrupted M<
ody," in Cinemascope and Eastman Cold
originally scheduled for March release ai'
which is having special engagements on
during May; "The Cobweb." in Eastmi
Color and Cinemascope, and the reissue
"The Wizard of Oz," in both Technicolor aB
black-and-white prints.
]
For August, there will be "The Kind
Thief," in Cinemascope and Eastman Colo
and "The Scarlet Coat," also in CinemaScoj
and Eastman Color.
Oklahoma Variety Club
To Raffle Oil Well
OKLAHOMA CITY—A producing oil W(
is to be given away this year by Variety Te:,
22. The oil well give-away fund-raising pU
will supplant the long-time turtle derby ever
staged to raise funds.
The board elected to give away an oil we!
then presented the matter to a general merf
bership meeting Monday night (25) at whic
time more than 60 men were present. A vo
of confidence was given to the plan whi(
is expected to be launched about July 1. Tl
giveaway will be made after the State Pa,
which ends in early October.
At the general membership meetin:
Charles R. Guthrie, fund-raising project'
main guy, outlined the plan. The presei
plan is to sell chances at one dollar eac;
with eleven chances in a book for ten do
lars, giving one chance free to a book.
R. Lewis Barton was named main guy (
the committee to organize the promotion f(!
funds, while W. H. "Bill" Lewis was name'
co-main guy.
'Marty' Wins an Ovation
At Cannes Film Festival
CANNES, FRANCE—Audiences and new.'^
papers highly praised "Marty," United Ar
ists film, shown here April 29 at the Fill
)
Festival. Applause of those in the Palais d
Festival was frequent during the showin
<
and at the end when Betsy Blair, who stai
in the film with Ernest Borgnine, made
personal appearance.
MGM's "Bad Day at Black Rock" had prd
viously gotten a warm reception. Othf|
American films to be shown include Warns
Bros.' "East of Eden." Paramount's "Countr
Girl" and 20th-Fox's "Carmen Jones." Tli
last is not an official entry.
De Rochemont Honored
At Swiss Reception
NEW YORK—Louis de Rochemont, pro
ducer of "Cinerama Holiday," and Robei
Bendick, director of the Swiss winter scene
in Holiday magazine, were honored at
party held at the Swiss National Travf
Office April 26.
Borden Mace accepted the award of
golden medallion, a replica of the symbol 0|
St. Moritz, from Peter Kasper, director Oj J
the St. Moritz tourist promotion office.
26
BOXOFFICE May 7, 195

i'illiam H. Pine Dies;
Veteran Producer
lOLLYWOOD—Filmdom lost one of its
rist successful and hard-working producers
h the pa-ssing April 29 of William H. Pine,
59. partner of Wm. C.
Thomas in the famous
team of Pine and
Thomas. Pine died of
a heart attack, the second
and fatal seizure
coming after he had
entered Cedars of Lebanon
Hospital a little
— T~^ j^. more than a week
^^L ''^^^B.'Cil earlier to undergo
^VHMrfl^^Ly| treatment for a milder
I^_
Hk^jDHw
attack. Until just before
his death his docrt'illiam
H. Pine tors had reported him
tbe holding his own.
liervices were held Monday (2) followed by
tj-ial at Hollywood cemetery. Survivors inc;de
his wife: a son, Howard, a producer at
liversal-International: three sisters, three
b>thers and three grandchildren. Y. Frank
li-eman. Paramount studio head, delivered
!( eulogy and active pallbearers were Freer,
n, Herman Darstein, Sylban Cobey, Will.n
Demarest. Robert Gillham. Maxwell
^ane, Archie Herzoff and Richard Arlen.
I'ine and Thomas were partners for 15
virs and during that period turned out 81
t.tures for Paramount. Of them, "Run for
ever" is currently in release and will be
filowed by three others, "Hell's Island," "The
1r Horizons" and "Lucy Gallant." Last
S.rch P. and T. dissolved its long associatin
with Paramount and inked a releasing
cil with United Artists, under which the
fit venture, "Lincoln McKeever," is now in
Ii'paratory stages.
'Tom New York newspaper work and the-
Eiical and circus publicity. Pine came to
t'atre exploitation with Balaban & Katz
i Chicago. He joined the Paramount studio
plicity department in 1933. and organized
became a director of the advertising and
f 1
oloitation department. Three years later
1 joined Cecil B. DeMllle as associate proc;er.
The Pine-Thomas unit was formed
i 1940, releasing through Paramount. The
l^;office knowhow of Pine and his partner
! to their being dubbed the "Dollar Bills."
\t Pine's passing, DeMille said of him that
I' was "one of the best associates and best
f?!nds I have ever had."
]tck Cohn Selects Three
I P Pioneer Committees
JEW YORK—Jack Cohn. president of the
Mion Picture Pioneers and the Foundation
c Motion Picture Pioneers, has named the
15 Pioneer dinner committee and, for the
f ndation, the relief and assistance committ
and the contributions committee. His
a ion followed a meeting of the board.
"he dinner committee consists of Barney
E aban. Herman Robbins, Ned E. Depinet,
fn Dembow jr. and Cohn. It will choose
a hairman and name the man to be honod
as the pioneer of the year.
'"he relief and assistance committee cons,
s of Marvin Kirsch. John J. O'Connor and
\ liam Brandt. The contributions committ
is William J. German, Sam Rosen and
C )rge Dembow.
Rosensohn of BOTV Plans
Experimental Laboratory
NEW YORK— Box-Office Television, Inc.,
plans an experimental TV studio laboratory
which will be available to a limited number of
subscribers on an annual contract basis, according
to William P. Ro.sensohn, president.
He said it will have the backing of advertising
agencies. The company produces industrial
and business closed-circuit telecasts.
The new service will supply studio space,
film channels, cameras, editing equipment,
lights, scenic pieces and BOTV technicians
and specialists. BOTV will move from its
present location to the space to be occupied
by the laboratory. Further details will be
made known soon, including personnel
changes, Rosensohn said.
n
fter midnight of Mav 2.5,
"0 thou of Utile jaith wherefore
didst thou have any doubt?"
Voice of America Records
Program at SW House
NEW HAVEN—What the U. S. State Department
called the first Voice of America
broadcast ever to originate in a motion picture
house was recorded in the Stanley W.trner
Roger Sherman here Thursday (28). The
occasion was the visit of two Italian ba-i;-
ball stars touring the United States as guests
of the State Department. They received
baseballs autographed by Giants' centerfielder
Willie Mays from Joseph Rossomando,
a.ssistant Yale baseball coach, in a
brief ceremony on the Roger Sherman stage.
The program, which coincided with the
opening of "The Willie Mays Story," was
tape-recorded by Voice of America for replay
throughout Italy. The visiting players were
Franco Tavoni and Angelo Rizzo.
1955, no contract or request for contract
will be considered in THE MAKELIM PLAN.
Contracts, requests for contracts, or those returned for correction,
under THE MAKELIM PLAN, mailed before midnight
of May 25, 1955, will be considered.
^^OCl
EXHIBITORS (close to 25% of all the exhibitors in
OO^V the country) have joined and pledged in one body,
to play and pay for, to exploit and promote MAKELIM PIC-
TURES, one a month. Clean — powerful — entertaining stories
that will bring a tear, a smile, or a thrill. No filth — no smut —
no epics — just good, clean pictures. Good for the 10-year-old.
the teenager, the parents, and the grandparents.
3
humbly bow my head in thankful prayer for the patience,
support, and confidence of 154 of the finest and biggest
circuits of theatres in America who have signed to THE MAKE-
LIM PLAN.
^po the thousands of reliable and trustworthy independent ex-
^i^ hibitors from coast to coast who have all signed to THE
MAKELIM PLAN — and to those exhibitor organizations whose
verbal support helped so much — my sincere thanks. I am truly
grateful.
jSL^o that all who join THE MAKELIM PLAN will have done
e*^ so on an equal basis — stories, cast, and starting date, will
be announced after the closing date.
^
atience i^ a great virtue, and I am thankful and grateful
abundantly.
to the many thousands who have expressed it to me so
J/ai /?.
Makeiim
9336 Washington Boulevard, Culver City, California
EXOFFICE :: May 7, 1955 27

$2.80 Package-Dinner and Movie
Offered by Seattle Hotel Circuit
Seattle—Backed by an extensive radio, TV,
newspaper, trailer and lobby card promotion,
the Seattle Hamrick Theatres, in conjunction
with the Olympic Hotel, have initiated a
"package deal"—dinner and a ticket to a
first run movie at one of their houses, the
Music Hall, Blue Mouse, Orpheum, or Music
Box, for only S2.80. After three weeks of
operation, Doug Forbes, city manager for the
Hamrick chain, reports that each week has
seen an increase in the number of "package"
customers.
The program got under way Monday,
March 21, with the breaking of ads in the
various med;a, including a saturation schedule
on radio KING, AM and FM. Announcers
were invited by the hotel and theatre chain
for a dinner and a movie to show them
how the plan operated. After two weeks on
KING, the radio advertising was shifted over
to KJR and the same pattern repeated.
Reception of the theatre-dinner plan has
been excellent, with no reports of dissatisfaction
from patrons. Present plans are to continue
the arrangement, using newspapers,
movie trailers, radio, and the hotel menus.
In commenting on the success of the plan
so far, Forbes stated : "Budgetwise, it's a little
early to say how far ahead we are in actual
THEY DON'T BELIEVE IT!

: May
"
Alan Press, Traffic Manager of Screen Gems, Inc., TV subsidiary of Columbia Pictures Corp., tells
ii
Why Rin Tin Tin is never late!''
Every Thursday, kids are waiting for Rin Tin Tin in Miami,
I'ia., and Bay City, Mich., and fifty-three other cities. They'd
he awfully disappointed if he didn't show up.
"How do we get him there.' It's simple, says Alan Press.
"We ship him on film — by Air Express. We also meet
rigid schedules for our other TV network shows: Ford
Theater, Captain Midnight and Damon Runyon Theater. All
told, over 200 unbreakable dates to meet every week.
"Using Air Express excltisively, we've never missed a
single show!
"\'et, we save real money with Air Express. It costs $3.78,
for instance, on our typical 10-lb. shipment from New
York to Bay City. It's the lowest of all — $1.37 less than by
the next lowest-priced air service."
CALL ^KiPt
e:>cpi=ie:ss
Aii'ExiJress
GETS THEtRE F-lftST
division of Ff^KIL-W^Vy E3CPI=tESS ^K

. . . Paramount
—
. . Warner
—
. . "Unchained,"
^Mfmuid ^efoont
Story Mart Best in Months;
Eight Sales During Week
Hitting a brisk pace unequalled for many
past months, the literary market was enlivened
by the sale of no less than eight
properties, spearheaded by 20th Century-
Fox's purchase of a pan- of subjects.
Secured by the Westwood film foundry were
"Boy on a Dolphin," an adventure novel by
David Devine, and "Painted Days," an unproduced
play from the pen of John Byrne.
The former deals with the search, off the
coast of modern-day Greece, for a sunken
ship bearing a cargo of priceless antiques;
the latter, localed in Ireland, concerns the
romance between a farmer and a blind girl
picked up "The Lonely Man,"
a galloper by Robert Smith and Harry Essex,
and assigned it to Pat Duggan to produce in
Technicolor and VistaVision. A story of
Montana in 1871, it has as its leading character
a notorious gunfighter who is marked
for inevitable destruction because he is slowly
going blind . . . Desilu Productions, the TV
and theatrical film unit headed by Lucille
Ball and Desi Arnaz, acquired "Journey to a
Star," a romantic drama by Arthur Julian
and Joseph Morhaim, and plans to film it on
location in Switzerland and France . . . Also
destined for lensing in France is "Bonjour
Tristesse," a French novel by Prancoise
Sagan, stage and screen rights to which were
secured by producer-director Otto Preminger.
He'll first undertake a Broadway dramatization
thereof this fall . . . Actor Dan Duryea
and megaphonist Alvin Ganzer teamed up to
buy "Lights Up," a short story by Cuba
Richardson, and are projecting it as an
independent venture to star Duryea as an
intelligence agent. Ganzer will direct . . .
William E. Selwyn, Jacques Braunstein and
Robert Lord, partners in Hanover Pictures,
bought "The Gay Life," a love story by
Norman Z. Shields, which they'll make on
location in Paris . . . MGM director Roy Rowland
went out on his own to acquire "My
Adorable," a yarn by Aleen Leslie based on
the life of Andrew Jackson's wife, Rachel,
and plans to huddle with MGM toppers concerning
the possibility of megging it for that
studio.
MGM Signs Lloyd Nolan
For 'Last Hunt' Role
After chalking up more than 600 stage performances
as the redoubtable Captain Queeg
in "The Caine Mutiny Court-Martial," Lloyd
Nolan is returning to films—and in a role
far removed from that of the neurotic naval
martinet. He's been inked by MGM for the
part of a buffalo skinner in "The Last Hunt,"
a frontier drama which also will star Robert
Taylor and Stewart Granger . . . Another
radical casting switch finds the urbane and
sardonic Clifton Webb undertaking a hardhitting
action assignment as the star of 20th
Century-Fox's "The Man Who Never Was,"
based on the true-life story of Ewen Edward
Montague, a British navy hero during World
War II ... A busy lad is Forrest Tucker,
who's been set for no less than three pictures
"Night Freight" at Allied Arti,sts, "Texas
Lady" at RKO Radio and "The Vanishing
By
IVAN SPEAR
American" at Republic ... A fm-ther casting
for "Giant," being produced and directed by
George Stevens for Warner release, was that
of Judith Evelyn, set to portray Elizabeth
Taylor's mother in the picturization of the
novel by Edna Ferber .
Anderson
will be the principal heavy and romantic
rival of Randolph Scott in Columbia's Technicolor
gaUoper, "Marshal of Medicine Bend"
. . . David Niven nabbed one of the leads with
Cantinflas, the Mexican comic, in Mike Todd's
upcoming Todd-AO version of the Jules
Verne tome, "Around the World in 80 Days."
This Is Cinerama' Enters
Third Year in Hollywood
Two years of continuous performances at
the same theatre, and still going strong
that's the remarkable long-run achievement
chalked up by "This Is Cinerama" at the
Stanley Warner Hollywood Theatre in the
film capital. Commencement of the third
year of the booking was marked by "happy
birthday" observances in which Stanley Warner
and Cinerama executives participated.
On hand for the event were Harry M. Kalmine,
vice-president and general manager of
the Stanley Warner circuit; Lester B. Isaac,
national director of Cinerama exhibition;
Cliff Geisseman, Isaac's assistant; Everett C.
Callow, in charge of national publicity and
advertising, and William McElwain, western
division chief. The Hollywood chamber of
commerce and other civic and municipal organizations
co-sponsored a birthday luncheon
staged in the foyer of the showcase.
Nunnally Johnson Assigned
Third Chore on One Film
In addition to preparing the script, Nunnally
Johnson has been set to produce and
direct 20th Century-Fox's juke-box story,
"Do Re Mi" . . . Allied Artists producer Vincent
Fennelly signed Richard English to pen
an original tentatively titled "Fall-Out,"
based on what might happen to a strategic
city when atomic fall-out from a nuclear
New York
bomb filters down on the area . . .
video writer Wendell Mays was inked by
Leland Hayward to work on the screen
treatment of Charles A. Lindbergh's Pulitzer
Pi'ize autobiography, "The Spirit of St. Louis,"
in which James Stewart will portray the aviation
hero. It's for Warner release . . . Lew
Seller, who directed Bryan Poy's last two
pictures for Columbia— "Women's Pi-ison" and
"Bamboo Prison"—will return to direct Foy's
"Battle Stations," story of the aircraft carrier,
the U. S. S. Franklin, which Foy will start
next month.
Hakims Preparing to Make
Ne-w 'Hunchback' Version
Here and there in the Hollywoodlands; A
new version of Victor Hugo's horror classic,
"The Hunchback of Notre Dame," is being
prepared by producers Raymond and Robert
Hakim for lensing in France. They've set
the Italian dreamboat, Gina Lollobrigida, for
the femme lead and Anthony Quinn for the
title role therein . . . Release through United
Artists has been set for "Foreign Intrigue,"
Gary Cooper to Portray
Gen. Billy Mitchell
One of the season's plum acting chores
—that of portraying the late Gen. William
(Billy) Mitchell, aviation pioneerwas
grabbed by lanky Gary Cooper when
he was inked for the topline in "The
Court-Martial of Billy Mitchell," which
United States Pictures, headed by Milton
Sperling, will produce for Warner Bros,
distribution. At the same time Sperling
booked Otto Preminger to direct.
Based on climactic events in the general's
career, the film will center around
the controversial court-martial from
which Mitchell emerged as the acknowledged
"father" of the U. S. air force.
Lensing is scheduled to start in mid-June,
based on a screenplay by Sperling and
Emmet Lavery. Based upon more than a
year of research and documentation of
public records, the script returns Cooper
to the studio where he scored with an
Academy Award-winning portrayal of
Sergeant Alvin York, the World War I
hero.
a feature-length theatrical film version o
the TV show created by Sheldon Reynolds
Starring Robert Mitchum and to be shot on
location in Sweden, Austria and the Frencl
Riviera, the opus wil: be written, produced am
directed by Reynolds . th
prison drama produced and megged inde
pendently by Hall Bartlett and being re
leased by Warners, will be screened at th
World Prison Congress in Geneva this sum
mer and at the London Prison Congress ii
September . . . After 14 years in the spol
Gordon Forbes resigned as chief of produc
tion operations at Republic to join Batja(
the Wayne-Fellows unit, as assistant produc
tion manager. Succeeding him at Republic i
George Santoro.
Continental Names Thomai
Western Sales Manager
NEW YORK—Harry H. Thomas has bee
named western sales manager of Continents
Distributing, Inc., by Frank Kassler, presi
dent. He will locate in Los Angeles an
handle sales in most of the western states.
Thomas has been in the industry more tha:
30 years, starting as an exhibitor here. H
was special representative of General Fill
Co., eastern district sales manager of Mono
gram in 1942, became president of PRO Pic
tures in 1945 and then headed Equity Pic
tures, and in 1947 became vice-president i
charge of sales of Souvaine Pictures. Re
cently he was director of coast sales fc
Moropticon.
Walter Reade jr., circuit head, has an in
terest in Continental.
Silliphant and Barnwell
To Film in Philippines
NEW YORK—Stirling Silliphant and JohJ
Barnwell, producers of "5 Against the HousC
|
for Columbia, have completed plans to filil
"Huki," an outdoor drama, on location ij|
the Philippines with the cooperation of th
government there. Silliphant wrote the scripl
which he will turn into a novel for publl
cation by Modern Library. Fall release
planned in color and widescreen.
30 BOXOFFICE May 7, 19£ "1*11

Guiae.
(lttuit(Cl'
m
.SATURDAY
isOrs-
.-«!!»-
P
To stimulote teenager interest in "East of Eden," Manager John Corbett
invited a group of high school girls to the Glove Theatre in Gloversville,
N. Y., and showed them film previews. Many of the girls had seen James
Dean on TV, and all agreed he was going to be a favorite with them.
They formed the James Dean Fan Club and each night the girls came to
the theatre to register members. Before the film hit the screen, they had
over 500 members in the club. The photo shows President Pat Rupert in
the lobby setup signing members. Corbett regards the list as "wonderful"
for all future Dean films.
SLOANE
ditor
4U( t. TRAXE
Aw ole Editor ;

'
'
1'
k>
ChOOSf
(irnTOiinrTT*
lii-¥ue
ummi'i
WfSMH
the modern gas range ..
SEE YOUR O'KEIFE & MERRITT DEALER
month of June.
RCA Victor has recorded an unusual
long-playing album on Hope and the picture.
Besides the songs taken from the
soundtrack of the film. Hope does a running
commentary on the story and introduces
the various numbers. A synopsis 1
the picture has been printed on the il
verse cover of the album. Disk jock()j
throughout the country have aheady
ceived copies of the record through R^l
and all sales outlets have been alerted.
Sonic Capri, an electric record plair
manufactured by Sonic Industries, wUl f(.
f
ture Hope and film credits in retail ma;- \
zine and newspaper advertising. Sped'
mats and materials for window and inste
displays have been prepared for all stos
selling then- product. National advertisg
will appear in Coronet, Esquire and
New York Times magazine section.
The eastern portion of the country \U'
be postered with 24-sheets advertising c
OKeefe & Merritt gas range tie-in wh
Bob Hope and the pictui-e. Newspaper fs,
will be used in this manufacturer's cop
campaign west of the Mississippi and i-
productions of these ads, moiuited on cal
board, will be distributed to dealers.
All the showmen playing this pict^
benefit locally from these national prort
O'Keete & Mcrritt will use 24-sheet posters in the eostern half ot the U. S. to odvertise its gas range
and the tieup with Bob Hope as Eddie Foy in Paramounf's "Seven Littlei Foys."
PROMOTIONS PLUG BOB HOPE
IN SEVEN LITTLE FOYS'
National Advertisers Direct Special Campaigns
To Attract Family Attention
Saturation coverage on the more important
pictui-es is usually the objective of
major producing and distributing companies
in planning their advance publicity
campaigns. Paramount is making every
effort to achieve this ideal through a combination
of selected commercial tieups,
music recordings, TV-radio air shows and
advertisements in national magazines. Besides
promoting the national release dates
of the film, emphasis will be placed on the
local engagements of Bob Hope's starrer
"The Seven Little Foys," in VistaVision
and starring Milly Vitale with George
Tobias and Angela Clarke.
The opening gambit in the campaign is
the Page & Shaw promotion of its Mothers
Day box of chocolates, being announced
through a full-page color advertisement
in the May 7 issue of the Saturday Evening
Post and aimed directly at the men
of the country.
Page & Shaw distributed a merchandis-
DIT-MCO UNIVERSAL
DRIVE-IN SPEAKERS
1 you con buy . . . outlasts others.
roctively designed . . . Beautiful 2-tone finish
Best Tone Quality
4-iii. weather proofed speaker unit. Heavy duty 1.47 oz
ainico 5 maynet. Hanper fits atty make junction box.
Special volume control. All speakers above ground allow,
ing constant impedance at amplifier.
HIGH QUALITY AT LOW COST
DRIVE-IN THEATRE MFG. CO. ^°l„^
mg folder containing cardboard standee
reproductions of the "Seven Little Foys"
ad for counter and window displays, proofs
of two co-op advertising mats and a fullcolor
portrait painting of Hope, to every
one of its candy retailers in the country.
Hope also mentioned the Page & Shaw
tieup, the Saturday Evening Post and
plugged the picture when he replaced Milton
Berle on his network TV show.
The selection of Bob Hope as the Father
of the Year in the J. C. Penney promotion
scheduled for June will appeal to the feminine
portion of the motion picture-going
public. Approximately 1,600 Penney stores
across the country will take part in this
merchandising campaign. Posters of all
sizes, counter and window display pieces
and other advertising material bearing the
copy line, "See Bob Hope as Pop Foy in
'The Seven Little Foys,' " will be distributed
in quantity. The poster designs wUl be
incorporated in newspaper ads to be placed
in all store areas. Hope has made a special
recording plugging the picture and
Penney tieup to complement store radio
spot announcements to be used in all situations.
The promotion will run the whole
tions, with the possible exception of lej
Page & Shaw campaign, by arranging >,
operative deals with local stores and
advertised merchandise. Locations of le
J. C. Penney stores will be listed in ia
pressbook and then- managers should k
contacted for promotional stunts and citests.
The Penney campaign was timeca
coincide with the national release datt'jf
the production the latter part of June.
The miusual treatment accorded
RCA Victor album on the pictui-e mayw
played up to the local disk jockeys and i
tion commentators on local radio-TV cj;-
lets.
Several angles in the story of "The Sem
Little Foys'' may be adapted for local >
ploitation. Famed vaudevillian Eddie ly;
whom Bob Hope portrays, was one of le
best known "fathers" in show businesiso
all "pops" in town can be publicizedto
advantage.
Eddie Foy's children could dance, s'f
stage contest to find the youngest dar?r
in town might be in order. If there'sia'
oldtime vaudeville actor in town who kiw
Foy, he can be asked to appear on aTT
show or interview in the lobby for a niO
broadcast.
Bob Hope comments on the film
story and introdcs
the songs from "Seven Little Foys" on the spifl'^
RCA recording now in distribution.
— 134
BOXOFTICE Showmandiser :: May 7, liSj

I
,
Displays
I
: May
. . . KANE
. . Academy
linor Role Accorded
'airy Tale Angle on
rhe Glass Slipper'
["The Glass Slipper" got off to a good
art at the Strand in Vancouver, B. C, and
anager R. D. Letts counted on word-oflOUth
to give it an extended run. He said
r
tron comment was excellent from the
lart.
The constant reference of critics to its
easing qualities for children does not help
lull patronage, Letts concluded. In his
"omotion he treated the fact that the
.m is based on a fairy tale "as strictly
condary importance as compared to its
.usical, acting, comedy and production
^alities."
Ten thousand teaser throwaways, 4x4
iChes, carried simply a large cut of Leslie
^iron's head, the outline of a glass slipper
,id the word "Sparkling" in white on blue,
labellished with simulated flitter and
Jars. The back side was blank. Distribuoa
was a week in advance, door to door.
The same motif was followed in preparig
200 silk screen 14x22 cards for window
splay and tack-posting around the city
jweek in advance.
It is noteworthy that Letts left off these
aser throwaways and cards the theatre
ime, playdate, name of star, color men-
,3n, etc.
"We have used this type of card several
imes and the resulting business has never
dicated we have lost anything by leav-
,g off the theatre name, etc.," Letts cemented.
Some 100 bumper strips placed on a taxi
,set followed the teaser white-and-blue
otif and carried the title and theatre
\me.
Small plastic slippers were sent out with
vitations to newspaper, radio and
.omen's clubs representatives and school
|ficials to attend a Sunday evening screeng
prior to opening (there are no Sunday
lOws in Canada by national law).
at the theatre, on the canopy
id marquee featured cutouts of Leslie
iron's head and the slipper.
Saturation plugs were used on radio on
iiening day. The MGM office in Vancour
supplied disk jockeys the Eddie Fisher
Take My Love" platters and the music
ores had proper displays.
(lides on 'Slipper' Begin
fix Weeks in Advance
iAnimated slides on "The Glass Slipper"
hre shown at Loew's Valentine in Toledo,
pio, six weeks in advance. Starting four
pks in advance was a teaser trailer.
JThus Abe Ludacer allowed a long time
j." his buildup on the film version of the
ji fairy tale about Cinderella. His pro-
J)tion followed regular channels with the
'al of reaching large numbers of people,
rhis included a recorder in outer lobby
liying Eddie Fisher's "Take My Love,"
hci&l lobby display, art to both local
XOFFICE Showmandiser :
7, 1955
dailies, "Take My Love" recordings to disk
jockeys of five local stations, and a tieup
with Lamson's department .store featuring
blowups in store of Leslie Caron, a co-op ad,
film stills and copy throughout store and
giveaway of the plastic slipper in shoe department.
In addition the Eddie Fisher record was
placed on more than 200 juke boxes.
'Legs' Chosen for June
In Cosmopolitan for June "Daddy Long
Legs" is picked as the best production of
the month, "Run for Cover" the best westem,
and "Annapolis Story" the best young
romance. The best action film documentary
is "Strategic Air Command."
He came
a thousand
miles
to kill
a man he'
never
seen!
CINemaScOPIE
Store Named Kane Runs
Page 'Kane Mutiny' Ad
"No Foolin! Crazy Prices Win an Oscar'
MUTINY . Award
Winners at Kane's."
The above copy spread across a full
page ad by Kane's furniture store just
following the opening of "The Caine
Mutiny" and "Waterfront" at the College
Theatre in New Haven. The (•) after
"Award" directed attention to a footnote
on the page reading, "With Apologies to
the Columbia Pictures Technicolor Hit,
'The Caine Mutiny' and the Academy
award committee Society of Motion Picture
Arts and Sciences." The ad featured
eight Academy Award bargains.
JAMES STEWART as WILL LOCKHART
James Stewart in "The Man From Laramie" co-starring Artliur Kennedy. Donald Crisp. Cattiy
O'Donnell, Alex Nicol and Aline MacMation with Wallace Ford -Screen Play by Philip Yordan
and Frank Burt based upon the Saturday Evening Post story by Thomas T. Flynn • Directed
by Anthony Mann • A Columbia Picture • A William Goetz Production in CinemaScope
— 135 —
Color by Tectinicolor

Showman's Thank-You Notes Climax
Outstanding Cooperative Campaign
25 Peterborough, Ont., Firms Join
In
Promotion for 'Seven Brides'
LUCKY^BRIDE
WEEK
Who will be Peterborough's ,
,
„,„,,^^
SEVEN LUCKY BRIDES?
r
This stoi-y of an outstanding promotion
properly begins at the end, for there, perhaps,
is the secret of its success.
The showman is
Aithur E. Cauley,
manager of the Para- f^ -l .-.
mount Theatre in
Petsrborough, Ont.,
who characteristically
assures that his
assistant Don Corrin
helped him all the
way. These statistics
tell the stoi-y of
Cauley 's success:
^'*'""
Nearly 25 business
^ *
sell the picture. So he had two of f jp
nicely shaped usherettes put on their su:'
mer tops—shorts, loafers, blouses and su:-
mer straws and all—and stand duty '
the lobby of the small Alma. The contri:
was particularly interesting.
'Cruz' Donkey Giveaway
A live donkey promoted "Vera Cruz" >
the Orlando (Fla.) Drive-In. Manai"
A. F. Horton awarded the animal to I-'
person who selected the best name. En'
blanks were available at the boxoffice
— 136 — BOXOFFICE Shovraiandiser :: May 7, Hi'^Snj,

: May
lilies' Space Travel
%'ticles
Slimulale
bnquesl of Space'
litial campaigns on "Conquest of
:pi'' disclose the film's subject alone
il fascinate local motion picture critics,
n. often they will prepare special stories
n lossibilities of space travel.
] 1 example, a feature headed. "How
. . .
,bit a Vacation on Mars? 'Conquest
i pace' Makes Round Trip on Screen,"
piared in the Herald-Journal at Syrau;
N. Y., to pique the interest in the
3i icc-fictioner at the Keiths Theatre
If . A similar article was prepared by
le Post-Standard film editor. This kind
stimulates curiosity of both adult
f i)py
ni younger sets.
' e Piessbook supplied substantial data
n he subject.
1 uddition, Manager Sol Sorkin worked
It'. TV, the local schools and university
ii(i nearby detachment of the Air Force
I is promotion.
\:^L's Bill Thorpe asked questions
>1 ive to interplanetary travel on his
;a on the Street program, giving guest
cl ts to Keiths to persons he interviewed.
^(iP conducted a letter-writing contest
I'l'hen space travel would start and
h planet the writers would like to
si
first.
I'e Syracuse Tip Top Bread Co., parciited
in a promotion on WSYR in
hi Jim DeLine for four days announced
la'all children coming to Keiths on the
Kiend would receive gratis a series of
» cards, purchased and paid for by
leijread company. The firm sent three
e to the theatre in uniform during the
It day-Sunday afternoons to distribute
leards to the kids as they entered the
lefre.
Oest tickets were awarded for correct
uers on space travel In a deal on
TN-TV. A series of stills were telefas
an assist.
1 i Post-Standard also conducted a con-
Bvon "Which planet I would like to
slind why" for its readers.
1i Syracuse Science Paction Club and
ekJience Club of Syracuse U. received
eil invitations to see the film.
A?roup of Air Force men at Hancock
e; were invited to attend in uniform
e "a preview of what their branch
i"vice will eventually do."
termining the .source of the voice coming
Irom within the book display aroused the
curiosity of passersby and assured almost
complete readership.
Big Scout Parade
Columns of publicity and goodwill were
generated for the Plaza Theatre in Englewood,
N. J., by a Boy Scout parade initiated
by Manager Murray Spector for his
showing of "Jamboree," the Boy Scout
film. The district Scout council lined up
all local units for the Saturday affair,
which started at noon and wound more
than a mile through the streets to the
theatre. Four- high school bands and four
promoted open cars participated.
'Bird at Theatre Front
Wins Much Attention
Manager Elkins capitalized on the expansive
front of the Colbert Theatre in
Sheffield, Ala., to get in a punch di.splay
on "The Racers." Elkins obtained a
Thunderbird, the new Ford Motor Co.
sports car available in a national deal on
the film, and between tours around the
city parked it in the theatre front so that
it stood partly in the outer theatre entrance
space and extended on to the sidewalk.
A theatre employe, Beulah Sutton, accompanied
Elkins on the city tours, top
down. The sleek car. signs and racing banners
attracted a lot of attention.
cce Given Mobile Book
A added twist to the mobile book disliwas
arranged by Arnold Gates, in bei)f
"Bad Day at Black Rock" at Loew's
e'land. A giant book on wheels, with
P plugging the film and the novel, was
a'.d near the boxoffice in the outer
and hooked up with a public address
>•
5tn. The speaker was inside the book
d he microphone inside the boxoffice.
and his assistant Gerald Hogan made
it
r?lic, bulletin-like announcements peril
ig to the picture. Difficulty in de-
•3 FFICE Showmandiser :
7, 1955
ARTHUR KENNEDY as VIC HANSBRO
James Stewart in "The Man From Laramie" costarrmg Arthur Kennedy, Donald Crisp. Cathy
O'Donnell, Alex Nicol and Aline MacMahon with Wallace Ford -Screen Play by Philip Yordan
and Frank Burt based upon the Saturday Evening Post story by Thomas T Flynn • Directed
by Anthony Mann • A Columbia Picture • A William Goetz Production in CinemaScope
Color bv Technicolor
— 137 —

BOXOFFICE
The Odeon advertising-exploitation chief
Jim Hardiman at Toronto reports Manager
Steve Allen placed signs all over the Metro
Theatre like a hospital to promote "Doctor
in the House." A sign over the candy
bar, for example, was "Diet Kitchen." The
staffers were dressed up In hospital uniforms.
Allen also distributed "Doctor's
Prescriptions" handbills, which naturally
listed the title with "To be taken as often
as possible, (signed) Steve Allen, MD."
Nearly 500 answers were received at the
Paramount Theatre in Ashland, Ky., where
"White Feather" was playing, to an ad
inserted in the Personals want ad column
reading, "Any person with a white feather
please phone 1926." The number was the
theatre's, and naturally callers were told
about the film. Manager John Godfrey
reported business was better than anticipated.
One of the most successful Ideas carried
out for "The Glass Slipper" by Don
Tilzer, publicist for the Claughton circuit
NUGGETS
For one of Esther Williams musicals, Al
Miner of the Cremazie Theatre in Montreal
gave the theatre front a different look that
made the passersby smile and take a second
look. Al spelled out the title of the film on
women's slips!
An oculist's eye chart was set up on an
easel in the Trans-Lux 52nd Street Theatre
in New York by Manager Ed Rosenfeld.
The several lines in the different sizes of
type, so familiar to people who have had
their eyes tested, read "Doctor in the
House."
Centers Advance Displays
At Airer Concession Bidg.
Coming attraction displays are plentiful
around the central building at the Bellevue
Drive-In at Chicago. Manager Chester W.
Miller is convinced well-chosen material
placed at the heavily trafficked concession
center gives a strong and direct impact on
patronage.
ooooooooooooooooooo
o
O:
STEREOPHONIC SOUND
BY
ALTEC LANSINC^
000000000000000v_.^30
Today more theatres use Altec Lansing stereophonic
speakers and amplifiers than all other mattes combined.
Proof enough that Altec "Voice of the Theatre"
speaiter systems and Altec amplifiers and controls are
the best for quality, dependability and economical
operation. More films than ever have stereo sound.
See your theatre supply dealer now for early delivery
of the finest stereophonic equipment, Altec Lansing.
ALTEC
9356 SANTA MONICA BLVD., BEVERLY HILLS. CALIF. 161 SIXTH AVENUE. NEV» YORK 13, N. Y.
'Specialists in Motion Picture Sound"
— 138 —
o
Deejay Broadcasts
Show From on Top
Of Big New Screen
A stunt put on by Frank McQueeney, i
his Pine Drive-In on the WaterbLU-y-Brist
Conn., road is reminiscent of the old po;
sitter days.
McQueeney lined up Les Davis, WW(
disk jockey at Waterbury, to spend 24 hoi
in a specially constructed platform, 8
feet, atop the Pine's new 122x72-foot screi
tower, and broadcast his show of plattii
and comments from 6 a.m. to 10:30 a.,
dming that period. Of course, the n>!
tower; "Battle Ci'y," the current screen i
fering, and other sidelights on the drive-1
received plenty of mention.
Davis was equipped with a telephoi
radio line, meals and a sleeping bag.
For days in advance, McQueeney uajl
the letters, D. I. A., in all his advertisii,'
climaxing with the explanation that tli
stood for "Drive-In Appeal," and armoui^
ing that Disk Jockey Davis would spej
the day atop the new screen tower at tj
Pine to absorb the Pine's "drive-in appeal'
'Crockett' Pantomiming
Clicks With School Kids
at Miami, involved small plastic slippers. Miller used showy aircraft models in
A quantity of these was purchased and front of a six-sheet he arranged recently
in each was inserted a package of Smiles on the concession stand for "The Bridges
mints. The whole was tied with a ribbon. at Toko-Ri" two weeks in advance. He Foster Liederbach of the Strand Theati,!
These were sold on the candy coimters of had a display on "20,000 Leagues Under the Lexington, Ky., held a "Davy Crockef'j
the Embassy Theatre and the Trail Drivein
where the film opened.
tropical fish and a miniature diver, plus night, similar to the pantomime seen i;
Sea," consisting of small acquarium with Pantomime contest on the stage openi?
standees, etc.. up six weeks in advance. TV, to the tune of "The Ballad of Hi?
Crockett." Naturally, the entrants we
A man, wearing the original green rubber
costume worn by the Creature in "Re-
seeded with kids who had done this st;
of thing in school shows. Leiderbach p:-
venge of the Creature," gathered huge Huge Sign at Toronto
moted a three-way phonograph as fit
crowds daily in front of the Hippodrome, The sign on "The Country Girl" placed
prize, but the payoff was the tieup mje
where the picture was playing in Cleveland on the south wall of Shea's Theatre in
with the local TV station. Seems the
and was swamped with children and adults Toronto measured 75x35 feet, the largest
is a gal who does a pantomime show the;,
who clamored to have their pictures taken ever constructed for a motion picture in
and she was plugging the contest on Ir
with him.
Canada.
show. She was also on stage at the cont t
to invite the wiimer to appear with 1^
on her show.
Along with the lobby display was
record player plugging the tune—andp
the music shop which donated the plaj^,
a large poster plugged the contest 'S
prize.
Here is something that will click wtt
the school kids.
Scholarship Contest
For 'Peter' in Syracuse
A Peter Marshall full-tuition scholars!!
for a year at Colgate Rochester Diviris
School, Rochester, N. Y., was set up in C(inection
with the showing of "A ^0
Called Peter" at Schine's Paramount n
Syracuse. A 22-year-old student at Bycuse
University, David lanuzi, was nand'
the winner by a committee headed by
Rev. Arthur Hopkins jr., SU chaplain. If
scholarship was awarded by producrs
20th-Fox and Colgate Rochester DiviriJ
School. Arrangements were made by Rah
F. Stitt of Schine Theatres. tempora)y
assigned to the Syracuse area, assisted [7
Max Rubin, manager of the ParamoitJ
BOXOFFICE Showmandiser : :
May
7, l^S
k

i
I
I
But
'
When
;
On
ale Not All Sorrow;
lumor^PoelryinAds
lumor always is appreciated, particu-
Icly so in adversity.
i:he whole community of Adrian, Mich.,
riently gave more than a passing thought
f
fc^
OBVIOUS L Y
GONE WITH THE W I N D
REOPENING SOON^9"
"
Star Photographs In Cereal Packages
Eighteen full-color photographs of MGM
stars are available at grocery stores
throughout the country as cereal premiums.
The playing-card size photos, each
with a brief biography and a description
of the star's film on the back, are being
included in packages of Kix, the corn
cereal distributed by General Mills. Each
package is imprinted with the notice that
the picture of a Hollywood star is inside.
The complete set includes Pier Angeli,
Ann Blyth, Leslie Caron, Marge and Gower
Champion, Cyd Charisse, Vic Damone,
Glenn Ford, Anne Francis, Howard Keel.
Ann Miller, Eleanor Parker, Walter
Pidgeon. Jane Powell, Edmund Purdom,
Debbie Reynolds, Michael WUding
Williams and Keenan Wynn.
Says Attendance on Upgrade
LAKE MILLS, WIS.—Theatre attendance
is on the upgrade, commented Tom Lees of
the Lake Theatre here after his return from
the MGM Ticket Selling Workshop in Milwaukee.
He said he talked to a number of
exhibitors from other cities and was told that
attendance is increasing.
Exports of unexposed motion picture films,
or rawstock, in 1954 amounted to 452,857,393
linear feet valued at $12,166,553. The value
of similar exports in 1953 was $7,364,360.
tithe Sky Drive-In on U. S. 223 there
\«(en wind damaged the marquee and blew
rfvn the screen tower, as a result of some
slart showmanship by Robert B. Tuttle,
rinager, and William G. Jenkins, owner.
'^rst Tuttle put up the "Gone With the
Vnd" sign (accompanying photo) on the
dnaged marquee, which, of course, refred
to the misfortune, not the film.
little followed the same humorous touch
irhis copy advertising the reopening. In
rjTne he advertised in the local school
1
P|5er:
The wind she blow
The screen she go
f No screen no show!
But we ore happy. Hip hooray.
Insurance jitters licked today.
[
Contractors, salesmen driving us bugs
Spending money lilce drunken thugs,
f Our new tower will be steel
Mossive, tilted, a super deal.
Sized to 65x84
I Sky's the biggest, thot's for sure,
j
We're near out of poetry
( Getting worse as you con see.
drop around and give an eye
To what's cooking out at Sky.
[ Vi/ith the help of men and tools
We aren't being April fools
we tell you we're a hopin'
APRIL 15 to reopen!
Siowman Babb Is Offering
4 Page, 4-Color Heralds
contract calling for the purchase and
I
u of 100 million four-page, four-color
t loid-style heralds on Hallmark motion
P lures during the next five years has
b n negotiated in Hollywood by Kroger
Esb, president of HaUmark Productions.
Esb believes his use of the tabloid
l^ald in 1934 was the first in the motion
Pture industry. He now seeks to be first
inffering theatres an eye-catching, colorf;
four-color process printed four-page
tloid.
!abb explained that by guaranteeing to
U] not less than 20 million tabs a year for
a.ive-year period he was able to get the
Piting price down to where it compares
fiorably with current prices on one and
t' -color tabs.
,!abb said Hallmark already has used 13
niion tabs in exploiting the first 1,100
e.agements of "Karamoja" and "Half-
,Viy to Hell."
This is
BARBARA
V\AAGGOIVIAN
She knew
a man
when she
saw one.
flAnd one
BKOFFICE Showmandiser :: May 7, 1955 — 139 —
^^^^
^ayshe
saw ^^^^ \
C|NeimaScoP£ CATHY O'DONNELL as BARBARA WAGGOMAN
James Stewart in "The Man From Laramie" co-starring Arthur Kennedy, Donald Crisp, Cathy
O'Donnell, Alex Nicol and Aline MacMahon with Wallace Ford -Screen Play by Philip Yordan
and Frank Burt based upon the Saturday Evening Post story by Thomas T. Flynn • Directed
by Anthony Mann • A Columbia Picture • A William Goetz Production in CinemaScope
Color by Technicolor

. . This
. . . FREE!
. Bui
: May
.
.
iJI
VANCOUVER FOLK GUESS TAXI MILEAGES
FOR CHRISTMAS' PRIZES IN SPRING
Two Canadian Showmen Recreate Modified
T
'Seven Brides' Tie-Ins Get
Good Play in Fruita, Colo.,
|[(
The tireless Bob Walker of F^ruita, Coir
certainly has a knack for getting plenty ilJIl)
newspaper publicity. In a recent issue la
Yule Afmosphere for Bing Crosby Film
Vancouver newspaper readers and theatregoers
were invited to guess the number
of miles the fleet of 85 cabs of the Yellow,
Star and Checker taxi company would
travel in March in a promotion for showing
of "White Christmas" in Famous Players
suburban theatres in the British Columbia
city.
Ten major prizes, headed by a sectional
living room suite promoted from a furniture
store, were offered. The contest was
publicized by herald-type entry blanks distributed
by FT"C theatres, and the cab company,
by a co-op page ad in the Vancouver
Province, by trailers on FPC theatre
screens. The cab firm paid for the blanks,
and the trailer.
Jack Burdick, manager of the Stanley,
] ,200-seater which plays fourth city run
and second suburban run, received 2,500
entries in the contest. The "Christmas"
film played at the Stanley the first week
in March, but Burdick gave his lobby a
festive atmosphere without going too
"Christmasy" in his decorations.
Window displays, car bumper strips, etc.,
rounded out the promotion.
George Davie deliberately sought to instill
the Christmas spirit at Eastertime for
his opening of "White Christmas'" just
before Holy week.
Ten days before opening, signs on the
boxoffice read, "10 Days to White Christmas"
in bold colorful letters. The figure
was reduced each day until they read, "1
Day . . . etc." The colors were changed
each day.
Pour "shghtly used" Christmas trees were
obtained for the front, no easy task, according
to Davie, when it's spring. They were
sprinkled with artificial snow to spot up
his special front made up of cotton marquee
boards. The songs and music from the
film were played outside. The inside lobby
also was decorated in the Christmas theme.
Special "Christmas" streamers were
placed on mirrors in restaurants and on
the front windows of stores.
"Those streamers were inexpensive, but
they certainly did the trick," Davie reports.
"All in all we played the show up
quite big and our efforts were paid back
11 hundredfold as the money poured in at
the boxoffice."
Names Only Are Alike
A completely unrelated book, "The Story
of Crazy Horse," was pushed in a bookstore
tieup arranged by Max Mink, manager of
the Palace in Cincinnati, for "Chief Crazy
Horse."
Thank You Ad Hails Go To Movies Week
Managers of the two F
drive-ins and the Joy Theatre
at Vicksburg, Miss., got
together on a half page ad
in the local Sunday Post-
Herald to help launch a Go
to the Movies Week in the
city. Mrs. Edith Bounds of
the Joy and William A. Porter
of the Vicksburg had
been successful in getting
Mayor Pat Kelly to proclaim
the Movies week in the city
recently, and they concluded
they should do something to
help the idea along. The
half-page appeared on Sunday,
starting the week.
In addition to the adjacent
ad Mrs. Bounds and Williams contacted
merchants and persuaded many of them
to include lines such as, "There's More
Fun at the Movies . Is a Salute
to the Movie Week . . .
. . etc."
Movies
in
Are
their
Greater Than Ever .
regular advertising during the week.
Copy in the "Hi-Folks" ad, which was
HI FOLKS!
MORE FUN at the MOVIES
JOYTHEATRE
Vicksburg Drive-ln Theatre Rivoli Drive-ln Theatre
prepared by Manager Williams, thanks
the "wonderful friends and patrons of the
three theatres, assures continued fine entertainment
and ends up with an appeal
to attend a theatre and check personally
on the changes!
Mrs. Bounds initiated the Go to the
Movies week idea.
when Anything IS "Sevtn Brides f&r Sevqn
— Well; We can't Resist getting in
REGISTER in our
Store for PRIZES
for...
Close Out On All
SPRING COATS
25% OFF
JUST m\m\ .
i^'Ihe 7 Oldest Brides
One of Ihe largest assorlmenls
i/'Ihe NewesI Bridal Gown
„ , Yardage
ol Fruitoltlieloom
, ,
i^The Oldest Bridal Oownj ^^^^ ^^^^^^^^ .„ f^.,^
Gome in and Register
See our Window DispLn
,iful
Summer Prljit-';
49c to 89c
the Fi'Uita Times, there were four diffe
ent items scattered through the paper, n
counting his own ads for his Uintah Th
atre.
On the paper's first page there was
three-column feature article on his tiewith
the local Gamble store for "Sevi
Brides for Seven Brothers." Passes we
offered to the newest bride registering
the store, while seven pairs of tickets we,
given to the seven brides registering w!'
have been married the longest time. Pa
ticipants also brought their wedding gow
to the store, which were then placed
,
display and later modeled on stage at t
Uintah. Prizes were offered the new(
and the oldest gowns.
The last page of the Times had a tw
column ad, illustrated here, placed
Gambles and announcing the promotlt
Other items in that issue included
editorial plug for the "Rear 'Window" pla
date and a blurb on Walker's recent ba'
beauty contest, which he ran on Spani
night.
Star Store Advertises
'Star Is Re-Born' Sale
A page sale ad by the Star furniti'
store of Indiana, Pa., proclaimed, "A STi-
IS RE-BORN," just before the film,
f
Star Is Born" opened at the Manis Tt
atre there. Subordinate copy under t
banner stated: "Star F^irniture Salu
A Star Is Born' Monday at the Mari
100 passes to 'A Star Is Bo;'
to the first 100 persons making a ij^'
purchase or more (limit one to a persO|,
during the rebirth of Indiana's Star evOt
of the year."
ip
-i
^:
^'0
— 140 — BOXOFFICE Showmandiser :
7, IS'

i
I
f
j
This
: May
local editor when Manager Jim Cameron
Exhibitors at Yankton,
of the Capitol at Port William, Ont., asked
S. D.
ierchant Cooperation
his help. The result was a feature editorial. Cooperate in Promotion
With the added special Academy Oscar, YANKTON. S. D.—Willard Tamen and
Top Manager Duty
similar enthusiasm should be expected from Clyde Crump, competing Yankton exhibitors,
other editors, particularly from the vast are proving that it's good business to cooperate
and sell motion pictures
By MURRAY SPECTOR
majority who favor such humanitarian efforts.
generally in
imager of the Skouras circuit's Plaza Theatre at
their
Englewood, N. As for the smaller group, who view
town instead of wasting their ammunition
fighting each other.
J.
UN activities with some suspicion, seeing
In my opinion, merchant cooperation
Tamen operates the Dakota Theatre, Crump
one important theatre
the featurette might prove helpful and
can provide like editorial support.
of
er
the most
activities. Your business
has the Yankton
enterprise. They
Theatre, a
cooperated
Commonwealth
in running a
be affected, and
full page in the Yankton daily paper of pictures
covering May. The ad did not carry the
^^M^^ ' don't let anyone
you otherwise. Improves at
^^^^^^^
Wood Lake
names of the theatres at which the pictures
,^^^^^HP|fc Experience has WOOD LAKE, MINN.—A. L. Davis' Lake would appear or the playdates. Additional
'^^ I proven that the Theatre is undergoing a facelifting under the prints of the ad were made for a throwaway
\ ,,> / most cooperative- dii-ection of National Theatre Supply of Minneapolis.
Improvements include a new front tres played high ranking pictures—and both
campaign. On a recent weekend both thea-
L ^\r minded showman
in town, the one and 65 additional seats.
enjoyed heavy patronage.
who has created
public interest in
his theatre and
who constantly
Murray Speotor
strives to keep his
house in the spot-
,;lii. is the one who will always come
It on top.
'Constant activity eventually leads to
nfidence by the merchants and civic
aders. Believe me, and I say this from
piTience, once you've won their confinci'.
you've established a reputation.
lai is why I cannot undervalue the
ipmtance of getting around and par-
;ipating in such promotions. There
e always angles of approach and you
'lould be on the alert to take the initia-
We.
One way I have always favored in getjng
a substantial start in a newly as-
[gned community is participating in
lerchant-kiddy promotions. I have alays
found it a good opportunity to
jeet the local businessmen in the shortt
possible time, giving me a chance to
|iat with them and gather, from our
imversation, whether they are exploi-
1 tion minded. It has also helped give
'e a source of approach for future
[unts.
An important point to consider is that
|)U frequently will find promotions
hich limit you to only one merchant
a particular field.
situation is delicate, and one
|ust be very cautious and diplomatic in
laying along with those that will do
: e most good, while, at the same time,
|iendships with the others should be
laintained.
lEvei-y situation has its own problems
id it is up to the individual showman
analyze them. It all bears down to
e same conclusion. The application of
,erchant cooperation, building better
iblic relations, is the way to success
any community, big or small.
^^wspape^'s Editorial
Sipports Kaye Short
Tewspaper support on the editorial page
CinemaScOPS
DONALD CRISP as ALEC WAGGOMAN
is lot the easiest thing to come by, parti
ilarly for a short subject. But "Assigntt
James Stewart in "The Man From Laramie" co-starnng Arthur Kennedy, Donald Crisp. Cathy
Children," starring Danny Kaye, outli
It
O'Donnell. Alex Nicol and Alme MacMahon with Wallace Ford "Screen Play by Philip Yordan
ng some of the United Nations work in
and Frank Burt based upon the Saturday Evening Post story by Thomas T. Flynn • Directed
dling with child health problems, re-
by Anthony Mann • A Columbia Picture • A William Goetz Production in CinemaScope
Color by Technicolor
Bi :OFFICE Showmandiser :
7, 1955 — 141 —

SUCCESS IN STORE TIEUPS REQUIRES
PROPER APPROACH, FOLLOW-THROUGH
Why Not a Movie
Of Month Club?
By FRANK NOLAN
Athens, Ohio
...TOYOURTIE-UP/
BREEZY BUSTER
Htuo Me. n—tn-Mft. JONES
The American public has been sold
on the Book of the Month, the F^ui
of the Month and the Gift of th
Month gimmicks, so a Movie of thi
Month idea is already partially pre
sold.
The idea is that the theatre sells ;
block of 12 tickets at a slight discount
if the regular admission is 60 cents
the 12 tickets could be sold for a tota
of $6. These tickets would be good fo
one admission per month for the par
ticular Movie of the Month attractioiS
This attraction would be presente^j
midweek and would be hand-picked a
SMOKEr SAM HAtfBACK HARRY rOKETFUL FRANK
The above illustrations reproduced from
the Odeon Theatres of Canada manual to
managers put out by the advertising and
publicity department are intended to be
funny.
"But unfortunately," the article continues,
"these things really happen, and
then it's not so funny.
"Since entering the store or office of a
stranger with an advertising proposal is
like trying to catch a fish in a frozen-over
lake, the smart thing to do is to break the
ice. The important fu-st step, therefore,
is to meet your merchant on some other
ground. The best way is to mark a store for
a tieup attempt well in advance. Then gain
the acquaintance of the proprietor either
by buying something in his store or getting
a personal introduction through some other
businessman, or a service club.
"Now, what do you expect to get from
this tieup? The simple answer, of course,
is 'as much as possible,' but it's not always
as easy as that. Using countercards during
the Christmas rush would be useless, as
would a window display when vei-y bad
weather conditions in some parts make it
impossible to see through the glass. So,
think before you go to the merchant, and
have a clearcut proposal to put to him.
"The next point to think about is, what
can you offer the merchant in return for
his cooperation? Remember, from his
point of view, this is the most important
part. So try to introduce this as early as
possible into your conversation. Stress all
the angles which point to the promotion
as having mutual advantage. The merchant
won't believe you if you try to build
yourself up as a benevolent uncle worried
about his business, and it may kill the
tieup. Be honest with him!
"Businessmen are not fools or they
wouldn't be in business very long.
"When the tieup has finally been settled,
it is then your responsibility to fulfill all
your pi'omises, and follow through completely.
This will be to your future advantage.
The merchant must be satisfied
that you have carried out youi- side of the
promotion in every way.
"Sounds elementary, but merchant material
must be displayed where promised;
borrowed material must be returned at the
end of a tieup; do send a letter of appreciation
at the end of each promotion.
"Keep your merchant happy, and you
can go to him again and again!
"But above all remember, just as with
a pilot bringing in an aircraft, the approach
is important, so plan youi- approach carefully
and you'll land that tieup safely!"
H&'3 seen i-f..,anclif has
CONTROLLED VOLUME
YOU'LL SEE IT, TOO!
LOOK FOR THE MANLEY AD IN JUNE, MODERN THEATRE
to quality.
!
Each member of the Movie of th
Month Club would have his name ami
address on file at the theatre. Prio'
to the exhibition of the monthl,
showing, a postcard would be mailei,
to each member, advising him of th
title, cast and playdates. In all adver
tising, the Movie of the Month ap
proach would be used, which in tur;,
would give that program a fresh sell;
ing approach and added prestige.
,
The book of tickets would be o:;
sale at all times, not just at Christmas
as are the usual gift ticket book;;
Membership could be solicited by direc
mail and organized club contacts.
The Movie of the Month plan coul
be made into a monthly stimulant a
the boxoffice, first through the pre;
sold ticket angle and also through th:
approach of this different advertisin'
angle.
Chakeres Circuit Enlists
Ministers and Teachers
The Chakeres circuit at Springfijl*
Ohio, reports a splendid response to Is
program of enlisting the support of mristers
and teachers, several hundred it
whom received special cards entitling tlil
to 25-cent admissions to any one of ie
circuits four houses there. The cards \(f(
labeled, "Annual Pastor's Theatre Card'JE
"Annual Teacher's Theatre Card," depel-t
ing upon the profession of the recipien'
More than 400 letters and telephone els.
of thanks were received for the gestureJn;
addition to accolades in the local paps.
The rrOO bulletin also complemented «
cnxuit for introducing the plan in
state.
A 1955 Packard Clipper was promcid
by the circuit, with the cooperation of
local merchants. Tickets for the drawl
to be held June 9 at the Regent, will*
given with each adult admission duiiE)
the week of June 6. Additional tickets t
available with each purchase of 50 cent!* t:
more at any one of the participating sto* ;
10 142
BOXOFFICE Showmandiser : : May
7,

'
m
llastic Slipper Offer
loient on Radio ai
lortland Guild
Martin M. Foster started his promotion
"The Glass Slipper" at the Guild Theae
in f)'
Portland, Ore., weeks in advance
private screenings to bolster opinion
^f.h
8iong leading civic organizations. Revws
by critics, following a press screen-
1;. were excellent. Ads, larger than regu-
] were started a week in advance.
.
All radio stations were supplied with
i^rious recordings of "Take My Love,"
t); theme song of the picture. The RCA
riiord distributor gave the Eddie Fisher
vsion to every disk jockey and sponsored
i'ntification contests.
rJ)IO PROMOTION AT PEAK
'Radio promotion hit a peak when statn
KWJJ broadcast a program two
rrhts. three hours each, from the Guild
Dby. Bob MacNulty, KWJJ disk jockey,
figged the film throughout the program
ed gave out plastic glass slippers labeled
Vth the picture title and theatre name
all cars that would drive by the theatre
t"
id honk their horns twice. This gimmick
\)s so successful that traffic was tied up
f the downtown area and police had to
called.
t
MacNulty also pulled the same broad-
(5t stunt at two downtown stores, Lipinn's
department store and Nordstrom's
ioe store.
Isabella Marks also devoted a part of
Ir Women of the Day program on TV
t the picture.
Poster reports "The Glass Slipper" did
Uter at the Guild in its first four days
tan "Lili," and expects a run of more
tin 12 weeks.
Ince Charming Leads
(nderella Search
\ search for Miami Beach's "Cinderella"
r.ulted in widespread publicity for the
lening of "The Glass Slipper" at the
i eridan Theatre there.
M Glick, assistant to Howard Pettengill,
U Florida State circuit publicity and ad-
\'tising head, worked up the contest, duri;
which for four days a "Prince Charmi.:'
canvassed ocean-front hotels seeking
i 'Cinderella" who could wear the slipper
yich he carried. The "Prince" was identiid
by a sign across his back reading:
looking for Cinderella. Try on the
(ass Slipper and win a fabulous vacation
f- two. See 'The Glass Slipper,' etc." A
Pckard convertible, well placarded with
^ns, took the "Prince" on his rounds.
rVE PRIZES PROMOTED
'Jine prizes were promoted by Glick, inc
ding a weekend for two at an oceantnt
hotel, three pairs of shoes by Jack
Igers of Miami, a dozen pairs of stocki
s from Mary Jane, dinner at the Beef
a Bird Club, use of a 1955 Grentner Bros.
I :kard, use of a luxury yacht for one
c/, an evening at the Capri night club.
flowers from Mary Dowlen, and a complete
sportswear ensemble from Daisey
Originals.
Two thousand 8'"jx11 heralds were made
up, in appropriate magenta coloring, and
distributed by the participating merchants
and by "Prince Charming." The participating
hotels, via their publicity representative,
used pictures of various guests
trying on the slipper.
Finals were held in the Sheridan lobby.
Judges were Manager Tom Capuzzi, comedian
Gene Baylos and Sy Bloom, a contributing
merchant.
The four-day campaign, according to
Glick, created a "hubbub of excitement
which paid off at the boxoffice on opening
day of the picture."
DAVE
VSAAGGOMAN
No one ever
crossed
him...
till
he
crossed the
path of
Manager Berry Places
Santa on Tour in April
For "Untamed" at the suburban Gorman
Theatre in Framingham, Mass., Manager
John Berry had Santa Claus stroVur'-
through the streets with a sign on his bac,:
reading "I Can't Wait Until Christmas, So
I'm Heading for the Gorman Theatre to
See 'Untamed.' " When addressed by those
on the street he would answer, " 'Untamed'
is a Must. It stars Tyrone Power and Susan
Hayward and is in Technicolor."
George Hannon at Green Bay
GREEN BAY, WIS.—George Hannon is the
new manager for the Starlite Drive-In, which
opened for the .season in mid-April.
CinbmaScoP^ ALEX NICOL as DAVE WAGGOMAN
James Stewart in "The Man From Laramie" co-starring Arthur Kennedy. Donald Crisp. Cathy
O'Donnell, Alex Nicol and Aline MacMahon with Wallace Ford • Screen Play by Philip Yordan
and Frank Burt based upon the Saturday Evening Post story by Thomas T. Flynn • Directed
by Anthony Mann • A Columbia Picture • A William Goefz Production in CinemaScope
Color by Technicolor
B XOFFICE Showmandiser : : May 7, 1955 143 —
II

: May
I
24-HOUR SHRIEK PREVIEW OF CREATURE'
OPENED AT MIDNIGHT AT DETROIT!
Extra Hustle on 3-D Duo Results in
Waiting Lines
At Broadway Capitol Theatre
That imagination and a little hustle pay
off at the boxoffice was demonstrated recently
when "Revenge of the Creature"
and "Cult of the Cobra" opened at the
Broadway Capitol in Detroit.
The theatre, normally open until 6:45
every morning to accommodate swing shift
workers in the local automotive assembly
plants, closed its doors on a Monday night
at 11 and emptied the house. Outside, a
line of patrons stretched around the far
corner waiting for the doors to reopen
for a special 24-hour midnight "Shriek
Preview" of the two suspense pictures. The
big turnout—all the more remarkable on
a cold Monday midnight—was a testimonial
to the promotional team that planned and
executed the campaign.
The idea for a midnight "Shriek Preview"
was born during conferences in the
offices of Alice Gorham, director of advertising
and publicity for the United Detroit
Theatres. With the blessings of Harold H.
Brown, president of UDT, the theatre
schedule was arranged to accommodate the
"preview" and the entire staff immediately
set to work setting up promotional activities.
Six eight-foot cutouts of the "Creature,"
blown up from an eight-by-ten still, were
ordered and placed in various spots around
the theatre. Two cutouts were joined with
an A-board advertising the preview and
placed at the curb-line in front of the boxoffice.
Two more were placed at either
end of the large overhead lobby sign calling
attention to the opening. One cutout
was situated on the steps leading to the
balcony and the sixth huge montage was
reserved for use in displays outside the
FITE FILMS
WANTED!
I will pay too dollar for 35 mm. or 16 mm.
prints of old fife films, 1900-1925, plus
any of fife films listed below:
Louis-Levinsky, 1937 Risko- Dundee
Schmelino-Sharkey, 1930 Camera-Godfrey
Sharkey-Maloncy
Baer-Schmeling
De'aney-Maloney
Walker-Loughran
Sharkey- McTigue
Dempsey-Levinsky
Paulino-Wills Canzoncri- Chocolate
Paulino- Heeney
Coinqollo-Carnera
Berlenbach-Delaney
Sharkey-Carnera
If you have these prints, you'll get cash
fost. Write or wire todoy. Box No. 5866.
825 Von Brunt Blvd., Kansas City, Mo.
BLOWERS
ATOMIC JET
" '•"*'•
""-In
LAMPHOUSE
and Indoo"
BLOWERS
'•
h lamp and d
EASY TO INSTALL.
PRICED RIGHT
DRIVE-IN THEATRE MFG. CO. T.n*a."cit'
12
theatre.
For this purpose. Manager Dick Sklucki
of the Broadway Capitol set one of the
blowups with playdate posters and stills
in the window of the Wurlitzer music shop
on busy Broadway, in the heart of the
shopping center.
Extensive use was made of the actual
"Creature" costume used in the film. As
soon as the scary outfit arrived from Universal's
studios in Hollywood an usher was
sealed into the costume and began parading
the streets with playdate sign.
PHOTO STUNT ALSO USED
On the day of the midnight showing, the
"Creature" was stationed in the theatre
lobby alongside a king-size display board
daring preview patrons to be photographed
with the monster. For this purpose a tieup
was arranged with Lobby Hobby, local
novelty shop, whereby the shop provided
two polaroid cameras, complete with expert
photographer, film and flashbulbs.
Early arrivals were photographed shaking
hands lor claws) with the "Creature."
With the assistance of Marie Meyer of
UDT. the "Creature" was booked as a
guest star on three television programs, all
spotted for the day of the preview. The
"guest" was accompanied by a local model
to deliver the playdate spiel and to provide
pleasing contrast with the monster. After
his appearance on Warren Kelly's Stars
on 7 TV program, the "guest" accompanied
Kelly to the much-ballyhooed opening of
a large modern Florsheim shoe shop in
downtown Detroit, where hundreds of shoppers
filed through the store in a "treasure
chest" promotion.
STEREO CLUB INVITED
Because of the growing interest in
itereophotography, the Stereo Club of Detroit
was contacted to circularize its
membership,
urging them to visit the theatre
to witness the newest developments in
three-dimensional photography. "Revenge
of the Creature" was shown in 3-D at Detroit.
Thirty-five millimeter sound film clips
from the picture were used as a free trailer
to publicize the "Creature's" appearance
on the zany Soupy Sales program on the
local ABC-TV outlet.
One corner of the theatre lobby was occupied
by a novel setup featuring a girl
dressed as a nurse, with first-aid kit and
hospital cot. An A-board advised patrons
that her professional services were available
for those who couldn't take the chills
and thrills of the two suspense pictures.
As a result of this type of promotion and
ballyhoo, a line began to form outside the
two boxoffices two hours before the midnighter.
— 144 —
Here are two standard promotions on the 1
suspense duo. Above shows the nurse setup ini
corner of the Broadway Capitol Theotre in Detr.
A tieup with a photo shop to take pictures!
patrons with the Creature has worked well in '
opening showings. Below is the setup at the Stanii
in Philadelphia, arranged by Manager Al Plou,
In his promotion for "Revenge of the Creature":i
3-D at the Paramount Theatre in Denver, Manor
Jock Wodell, right, developed an attention gettj
'Most Horrible Costume Contest" as part of)
juvenile matinee, held during the run of '
picture. The youngsters jammed the theatre. WocI
and house manager Joe Archuleta, left, are sd
here selecting the winners of the contest. A lol
TV announcer served as emcee. I
Green Light on 'Creature
During running of the regular trailer i
"Revenge of the Creature" and "Cult t
the Cobra," green gelatin was used by At
Ludacer, Valentine, Toledo, to light sceri
in which the Creature appears. All auditcf
ium lights were doused with the exceptif
of the exits, which were lit in green.
Hecht-Lancaster Productions has inked tS
British playwright Lesley Storm to write t|
screenplay for UA's "Until They Sail."
i
BOXOFFICE Showmandiser :
7, 19i i

I
"Three
k
:
. . 'Welcome!"
the
:
May
.
.
ghat's Exploitable
the Magazines
ook magaziup and 20th-Fox are co-
)
rating on a national campaign for
'liddy Long Legs." Linked is a two-page
;]ead in the publication's May 17 issue.
May 3. Look's promotional department
.contacting key accounts around the
ntry with suggestions for local camgns.
Newsstand display materials also
e been prepared, as well as banners for
i]gazine delivery trucks.
Bantam Books, publisher of the
locket-sised edition of ''The Inormer."
has made arrangements to
trovide a 500-volume library of its

BOXOFFICE
BAROMETE
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 are 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.
P Aida (IFE)

1
I
E T T E R S
Ijes 'Nickelodeon Week' Annually
1; BOXOFFICE:
unong other things the article dateliiied
Has about celebrating the birthday of the
I
^kelodeon caught my eye in this week's
T.XOFFICE.
\ seems to me that a tremendous lot could
t gained for the industry if we could make
U week of June 5-11 "Nickelodeon Week"
al dramatize and publicize it fully and make
Ija national annual event.
It is my thought that every theatre in the
pfion, as well as producers and distributors,
rght gain much if, as part of the week's
oebration, it was to be made a feature
tit any movie patron could take along a
g;st for a nickel. My thought is that any
h. paying regular admission should be able
ttake another kid for a nickel or any adult
snild be able to take another adult or a
did for an additional 5c.
|rhis should result in the theatres taking
II millions of nickels that week, but most
iportant, they would be filling seats that
1-,-e been empty a long time and gettiiig
rllions of people back to the movies who
l,e been away for years. If the plan were
t'be finalized, it should apply to every attction
and theatres should try to book
c standing programs to help put it across.
happen to be the originator of the Rexall
Isale and it has become a merchandising
ent of such magnitude that Rexall now
Hds it twice yearly. If Rexall and thousands
affiliated drug stores can profit by selling
a; and every drug item at regular price,
ps one for Ic, it seems to me that we, the
Dvie industry, might likewise profit in
rny, many ways if that week we were to
s: one admission ticket at regular price
al a second one at a nickel.
Jay I suggest that BOXOFFICE take the
11 by the horns and become the ramrod
r:essary to excite exhibitors and exhibitor
canizations into launching National Nickel-
C!on Week, celebrating the birthday of 5c
r vies.
. 4;sident
Illmark Productions
lUywood, Calif.
KROGER BABE
Suggests Equipment, Candy Ad Tieup
TO BOXOFFICE:
Abe Kaplan's i
Minneapolis circuit owner i
idea of a "Variation of the Pause That Refreshes"
article that appeared in a late issue
of the BOXOFFICE is just what the theatre
industiy needs, and needs badly.
To add to Kaplan's plan of all of the major
film companies defraying the cost of this
advertising, I have a suggestion to make, but
first allow me to explain.
With the public staying home watching TV
and not going out of the house anywhere
the whole nation suffers, which means the
public isn't buying Cokes, eating candy bars.
attending any place, wearing out .-v;,tui, iuiniture,
etc., why not allow RCA, Altec and
the major candy companies to come in on
.some of this advertising.
More people going to the movies will in
turn, we hope, make room for more theatre^
to be built, and in time RCA and Altec
come in on this deal by selling sound, seats.
carpets, screen, etc. It would actually help
them in the long run. The candy people
would sell more candy to people. Each trade
benefits the other.
To sign off, I believe it's a great idea on
Abe Kaplan's part, but let's go all the way,
all the way!
Pat Drive-In Theatre,
Vidalia, La.
JOHN "PAT" ELZEY
t)uld Fight Distributors One at a Time
:• BOXOFFICE:
ieing a small-town exhibitor and of sound
rid, I was wondering why the exhibitors in
c tain exchange areas don't get together and
srt an open fight with certain distributors.
iy suggestion is to single out one company
ai take concerted action to bring film
Many exhibitors could make
fees into line.
c with running one company's product later
i necessary in order to bring it down to
e th. If the exhibitors held out this way
t y could lick this thing by taking on one
tJ;ributor at a time. Due to the product
s rtage it would be impossible to tackle
nre than one, but I feel confident that by
^ idling one at a time the mission eventually
» lid be accomplished.
/e must cooperate. Consider the banana.
B ry time it leaves the bunch it gets skinned.
A KENTUCKY EXtnBITOR
WALLACE FORD as CHARLEY O'LEARY
C|NemaScOP£
James Stewart in "The Man From Laramie" co-starring Arttiur Kennedy, Donald Crisp, Cathy
O'Donnell, Alex Nicol and Alme MacMahon with Wallace Ford -Screen Play by Philip Yordan
and Frank Burt based upon the Saturday Evening Post story by Thomas T Flynn • Directed
by Anthony Mann • A Columbia Picture • A William Goetz Production in CinemaSoope
Color by Technicolor
KOFFICE May 7, 1955

CALENDAR 2! EVENTS
MAY

'
, NEW
) NEW
I.
fniversal Wins Ruling
1 Attorney's Suit
'NEW YORK—Federal Judge Edmund L.
iilmieri has ruled in favor of Universal Picires
in the suit brought by Thomas Turner
iooke. attorney, who sought $115,000 for
heged services rendered.
Cooke had sought this sum for services from
M6 to 1951 but, according to the testimony,
lis services were rendered from July 1946 to
(ebruary 1949, instead of up to February
')51, as he had claimed. The plaintiff ad-
'litted that he had already received $35,000
'it he sought judgment for the difference
'Hween that sum and the $150,000 total he
'aimed was due him on the basts of quantum
Wait. Cooke's services were rendered in
appeal taken to the Supreme Court in the
iie
intitrust suit of the U. S. government against
'aramount Pictures and a number of other
'istributors, of which Universal was one of
be minor defendants.
Cooke wiis represented by Alexander Kahan
hd Universal was represented by Louis Nizer
|nd Paul Martinson of Phillips, Nizer, Benin
& Krim.
lomb Threats, Car Crash
Vorry N.Y. Exhibitors
YORK—Bomb threats plagued New
,ork exhibitors during the week. There was
|lso the crash of an automobile into a theire
lobby, killing two schoolboys and crit-
injuring a third.
jtally
Following discovery of a lethal bomb at
le Radio City Music Hall, whose timing
lechanism had failed, there were six bomb
ireats telephoned in one day, Wednesday (4i.
.11 were false alarms,
, Police rushed to Macy's department store,
.le Roxy Theatre, Webster Hall at 19 East
Ith St., the Academy of Music at 126 East
llth St., a branch of the First National City
ank at Broadway and Canal St. and Radio
lity Music Hall again.
The theatre into which the automobile
.•ashed was the RKO Keith's Flushing Thetre
in Queens. The man at the wheel was
ead. The car cleared the boxoffice, then hit
right wall of the lobby, pinning its vicms
against the wall. They were looking
116
at
.osters advertising "Man Without a Star."
flppeals Court Will Hear
iillside Case May 19
NEW YORK—The U. S. Circuit Court of
ppeals has set the date of May 19 for hearig
the appeal of the Hillside Amusement
o.. Hillside, N. J., in its suit alleging that
\e major companies charged it higher
;ntals than they charged Stanley Warner
ouses. The suit was dismissed in a lower
[)urt and an appeal filed last year. It was
Irought under the Robinson-Patman act ban-
'ing price discrimination.
.oew's Theatres Elects
'riedman and Cleary
YORK—Leopold Friedman, financial
ice-president and treasurer of Loew's Thea-
•es, has succeeded Eliot Rosenthal as secre-
,iry and Harold J. Cleary, vice-president and
mtroUer, has been made treasurer. Rosen-
|ial ended an 11-year association with the
)mpany to become executive vice-president
:id treasurer of Investors Planning Corp. of
merica.
3X0FTICE May 7, 1955
First UA Foreign Meeting
Of Three Field in London
ARNOLD M. PICKER OPENS LONDON MEETING—Radio photo shows Cnited
Artists vice-president (standing) surrounded by, left to right: >Io Rothman, continental
division; Charles Smadja, European production vice-president; Max E. Youngstein,
vice-president; Arthur B. Krim, president; Louis Leber, foreign department general
manager; Montague C. Morton, Great Britain managing director, and William J. Smith,
secretary of United Artists Corp., Ltd.
LONDON—United Artists' first worldwide
series of foreign sales conventions opened
here Tuesday I3) with 150 executives and
representatives present and Arnold M. Picker,
vice-president in charge of foreign distribution,
presiding.
Arthur B. Ki-im, president, delivered the
keynote address to an assemblage coming
from Europe, the Near East and South
Africa. He described the international
phase of the "Blueprint for Tomorrow." Max
E. Youngstein, vice-president, participated.
Others taking part were Charles Smadja,
vice-president in charge of Eiu'opean production,
and Louis Lober, general manager
of the foreign department.
Picker reported that 40 per cent of UA
revenue now comes from the foreign market.
He cited expansion of foreign operations since
the Krim management group took over UA
early in 1951. Foreign department personnel
Zenith Consultant Warns
Council on Toll Video
NEW YORK—Dr. Millard C. Faught, consultant
to Zenith on Phonevision, has warned
the city council against "arbitrary and Uladvised
action" on a resolution before it
opposing toll TV. His statement followed
reports that most opinions filed by the public
with the council favored the resolution. Dr.
Faught said the council was being "exploited
as a pawn by self-seeking interests."
Columbia Net Increased
NEW YORK—Columbia reported Thursday
(5) a net profit of $3,655,000 for the 39-week
period ended March 26. This is equal to $4.37
a share on 793,365 shares of common stock
outstanding. The net profit for the same
1954 period was $2,664,000, or $3.12 a share
on the same number of shares outstanding.
has risen from 755 to 1,092, overseas branches
from 55 to 67 and number of prints servicing
foreign exhibitors from 1,806 to 3,836. He
predicted a continuing increase in foreign
business.
Regional heads present included Mo Rothm.an
and Walter Gray of the continental
division, Montague C. Morton, managing director
in Great Britain, and Georges Rouvier,
French managing director.
Others were executives from the London
office, exchanges in Birmingham, Leeds,
Liverpool. Manchester, Newcastle, Belfast,
Dublin, Glasgow and Cardiff, and UA managers,
special representatives and distributors
from Belgium, Denmark, Germany. Sweden.
Switzerland, Italy. Spain. Austria, Finland,
Holland, Norway, Portugal, Greece, Egypt,
Israel, Syria. Lebanon and South Africa.
Meetings will follow this summer in Tokyo
and Rio de Janeiro.
Kingsley, MGM in Tangle
Over 'Court Martial'
NEW YORK—Kingsley International Pictures
and MGM are involved in confusion
and a possible tangle over the use of the
title "Court Martial," with the former claiming
prior use with its picture of that name,
which is scheduled to open at the Trans-Lux
52nd Street Theatre following the current
run of "Doctor in the House." The picture
has already been shown in Canada.
MGM has announced that it will produce a
film version of the TV play, "The Rack,"
under the title "Court Martial." but this
project is still in the planning stage. Edward
Kingsley explains that his picture, "Court
Martial," is based on the London play, "Carrington
V.C," and stars David Niven and
Margaret Leighton.
Warner Bros, is also planning a film, "Tht
Court Martial of Billy Mitchell."
33

—
— —
—
'.'
'
:
'
'
—
—
—
—
.
Spring Weather Affects B'way Runs,
But 'Cover', 'Affair Start Big
NEW YORK—The mild spring weather has House," in its Uth at the Trans-Lux 52nd
affected many of the Broadway first runs, St., and "Gate of Hell," in its 20th at the
although business for several of the new films, GuUd. "Cinerama Holiday" also remained
particularly "Run for Cover" and "The End strong in its 12th week of two-a-day perof
the Affair." was excellent. "Strategic Air formances at the Warner Theatre.
Command" also had a strong second week. In addition to "Daddy Long Legs," which
after a first stanza which was the highest had a benefit opening at the Roxy Thursday
for the straight-picture policy at the Para- (5), "Interrupted Melody" opened at the Ramount
Theatre.
dio City Music Hall, both pictures in Ciuema-
"The Glass Slipper," in its sixth and final Scope, and "Hell's Island" in VistaVision
w^eek at the Radio City Music Hall, took in started at the Palace Friday.
the highest gross in the Broadway field, but Astor—Eost of Eden (WB), 8th wk 125
the most amazing figure was for "Marty,"
^"^^^'i-A^Pu^pU pUn'I'uAi,' 4,h wk.' ; : : : i : '.'lis
which had a smash thil-d week, exceeding Cmemo—Verdi Gran Vorieto (Continental),
even the record first and second week grosses.
'
cn'tenon—Run for Cover (Para') 125
Lines were so long during the weekend that ssth st,—Choriie Chopiin Festive!, 4th wk. . . . ! . .100
Paris With Love (Continental),
hundreds had to be turned away and the
'''"^^,h'^;*k'~"'^°
^^^
Sutton Theatre had to add midnight Friday Globe—The Woyword Wife '(Ife)', '4fh wk. '.'.'!.'.'! 1 10
and Saturday showings to accommodate the °* ."'.".
^^°"'.^°"'°°^'.''^°"^.'.
''^JotTT w°k.^
115
crowds. Ljtrle Carnegie One Summer of Hoppiness
Me"e°in| '(Pacemaker)',
stanza at the Astor; "The Blackboard Jungle" 2nd wk 110
. .,. ii. ^ T . Ok t J ..rm, ., Palace New Orleans Uncensored (Col), plus
m Its seventh at Loew s State, and The Way- vaudeville no
ward Wife," in its fourth at the Globe. How- Paramount—strategic Air Command (Para),
"Chief Crazy Horse" had a good opening at
'
LoiwT" at^The^
"
Biackboardjungie' (mgmjV
the Mayfair, while among the pictures that 7th wk. 1 30
held up well were "East of Eden," in its eighth NormandTe—Chonc"
^°
ever, "A Man Called Peter," in its fifth and Pans—Woges'of F'e'ar'('F'ii'ms 'lnt''i)','i it'h wk'.' ! ^ ! ! lOO
final week at the Roxy, was way off, as was P.azo— Eight o'clock Wa,k (Ass'd Artists) no
_, „ , _,.,,. .. ... i 1^ Radio City Music Hall The Glass Slipper MGM
"The Purple Plain," in its fourth at the pius stage show, 6th wk lis
Pnnitnl
''o>'y A Man Called Peter (20th-Fox), 5th wk. . .100
^.v. .V, .. * Sutton-Marty (UA), 3rd wk
200
V,- V, V,
Other ,^
art house attractions which held up Trans-Lux 52nd— Doctor in the House (Rep),
strongly were "To Paris With Love," in its
v,ctona-The' End of the' Affair' icol) ::;:;:; l!! 1 35
fifth big week at the Pine Arts; "Doctor in the Womer—Cinerama Holiday (Cineroma), 12th wk.
of two-a-day 1 65
World Aido (IFE), moveover, 24th wk 105
*7Ae Beii awL GUecufxeii
CARRY-OUT TRAYS
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FOR DRIVE-INS
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freight prepoid
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tabs"
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up
holding
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tabs down to
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Also complete line of refreshment equipment ond
supplies including 10c, 15c and 25c size automatic
popcorn boxes. Samples on request.
•
X.
THEATRE CANDY CO. INC.
400 Dinwiddie St. Pittsburgh 19, Penno.
Three-Way Lead Shows Up
In Buffalo Grosses
BUPFALO—Three attractions all
— ran neck
and neck "The Blackboard Jungle" at the
Buffalo"; "The Eternal Sea" at the Paramount
and "Violent Saturday" at the
Century. All turned in 110. "Revenge of the
Creature" and "Cult of the Cobra," in four
days of a second week tacked up a quiet
90. "Strange Lady in Town" in six days of
a second stanza in the Center was good for
95. "Doctor in the House" continued to attract
fair business at the Cinema in its
fourth week.
Buffalo The Blackboard Jungle (MGM), 3rd wk.. . 110
Center Strange Lody in Town (WB), 2nd wk 95
Century Violent Saturday (20th-Fox) 110
Cinema Doctor in the House (Rep), 4th wk 95
Lafayette Revenge of the Creature (U-l); Cult
of the Cobra (U-l), 2nd wk 90
Poromount The
West (ARC)
Eternal Sea (Rep); Five Guns
no
Jungle' in Gth Week Hits 280;
Top Newcomer Is 'Saturday'
PHILADELPHIA—First run business had
its ups and downs as some new offerings
failed to catch the eye of the theatregoers
while other bills were able to get patrons to
open their pocketbooks. "Violent Saturday"
was the best newcomer with a strong
in its fii-st week at the Fox. The holdo'
winner was "The Blackboard Jungle" wk
continued with a great 280 in its sixth w«
at the Arcadia.
Arcadia The Blackboard Jungle (MGM), 6th wk.
Boyd Cinerama Holidoy (Cinerama), 11th wk..
Fox—Violent Saturday (20th-Fox)
Goldman Big Combo (AA)
Mastboum— Escape to Burma (RKO)
Midtown The Country Girl (Para), 13th wk
Randolph East of Eden (WB), 4th wk
Stanley Shotgun (AA)
Stanton Bedevilled (UA); Golden Mistress (UA)
Trans-Lux Doctor in the House (Rop), 6th wk.. .
Viking
—The Glass Slipper (MGM), 3rd wk
'Blackboard' Doubles
Pittsburgh Average
PITTSBURGH—The Penn doubled its av
age gross with "Blackboard Jungle," while t
HaiTis got three weeks out of "A Man Cal
Peter."
Fulton Chief Crazy Horse (U-l)
Horns A Man Called Peter (20th-Fox), 3rd wk...
Penn The Blackboard Jungle (MGM)
Stanley East of Eden (WB)
Baltimore Grosses
In Spring Slump
BALTIMORE—Outdoor attractions, inchi
ing the season's first spring-like weath;
offered enough competition to reflect ij.
favorably at fii'st run boxoffices. Holdovs
took a slump and, oddly enough, the wei
end's big business was scored by '"le
Sinners," billed for adults only, and "Ivenge
of the Creature," which took in e
younger set. Other gi'osses were be:?
average.
Century Bedevilled (MGM)
Film Centre The Gloss Slipper (MGM), 5fh wk..
Hippodrome The Country Girl (Para), 8th wk...
Keiths The Sinners (Commander)
Little The Stranger's Hand (DCA)
Mayfair Revenge of the Creoture (U-l)....
New—A Man Colled Peter ;20th-Fox), 4th wk...j
Playhouse Gate of Hell (Harrison-Davidson), 6tl
wk
Town Hit the Deck (MGM), 2nd wk
Stanley Unchained (WB)
The Cinema The Game of Love (Times), 2nd wk..
Reade Catering Division
Has Playground Contract'
NEW YORK—The Walter Reade Theat
catering department has been awarded
five-year contract for the operation of
food, beverage and souvenir concessions
the new 28-acre Faii-ytown, U.S.A. childrtji
play center on Jericho Tm-npike, Mid
Island, New York. It will open May 28.
The catering department is known as
"Walter Reade Refreshery." Besides serv
Reade and non-affiliated theatres, it
operates the food and beverage concessl
in other enterprises, including stock car i
racing tracks, beach clubs, restaurants f
industrial plants.
Services for Cornfield
NEW YORK—Funeral services were
Monday f2i for Samuel L. Cornfield, \
brother of Albert Cornfield, 20th Centu
Fox European managing director, and him;
well known in the industry, who died Ajfl
30. Burial was in Providence, R. I.
^
hi
for
VistaVision
For DRIVE-INS&THEATRES with HUGE, WIDE- AREA SCREENS • CARBONS, Inc. BOONTON, N.J.
for
CinemaScope
34 BOXOmCE May 7. \f

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IXOFFICE :: May 7, 1955 35

. . . Jack
. . . Jack
. . Claude
. . William
. . Warren
. . Lewis
. . Jack
. .
BROAD\N A\
/"harles C. JVIoskowitz, MGM vice-president
and treasurer, left on a Miami vacation
DeWall of RKO's branch operations
and Doris Schubart were married in tJie Our
Lady chapel at St. Patrick's Cathedral May 2.
A reception at the Waldorf-Astoria followed
Rothenberg, controller of advertising
for United Artists, became father of Bonnie
Lynn, his second child .
B. Dana, son
of P. T. Dana, Universal Pictures eastern sales
head, was married to Eleanor Schano in St.
Margaret's Church at Pittsburgh April 30.
.
.
Earl Leaf, west coast editor of Stearn
Publications, is in New York on his annual
month's visit to meet eastern film company
Hal Wallis brought the print of
editors . . .
his VistaVision film, "The Rose Tattoo," for
Paramount executives to preview here. He
will confer with Ben Gazzara, star of "Cat
on a Hot Tin Roof," who will play the lead
in Wallis' forthcoming "A Stone for Danny
Fisher" Dauphin, French film
star, arrived from Europe Allen,
who directed "Illegal" for Warner Bros.,
sailed on a three-month vacation in Europe
with Mrs. Allen.
James Cagiiey, star of "Run for Cover" for
Paramount, planed to Hollywood after a
promotional tour in the east and south
Hillary Brooke completed work on
.
RKO's
"Bengazi" May 4 and left for New York to
negotiate a new television deal . . . David
Diamond, producer with Samuel Bischoff of
"A Bullet for Joey" for United Artists, returned
to Hollywood after UA home office
conferences Z. Porter, Allied
.
Artists field representative, came in for conferences
with Roy M. Brewer, manager 'of
exchange operations.
Seymour I. Feig, manager of the RKO
competitive bidding department, has been
sworn to the New York state bar. Feig has
been with RKO since 1940, when he joined
the contract department . . . Shirley Yamaguchi,
Japanese actress who is starred in
"House of Bamboo" for 20th-Fox, was voted
"Miss International Appeal" by the crew of
the ice-breaker "West Wind," which left on
its annual Arctic cruise from Brooklyn Navy
yard May 2.
Dore Schary, MGM vice-president in charge
of production, returned to the studio May
3 after an eight-day visit to New York . . .
.
Jules Lapidus, Warner Bros, division sales
manager, returned from a Pittsburgh and
Cleveland visit . . . J. R. Grainger, president
of RKO, planed to the studio with stopovers
in Chicago and Denver Hoffberg
flew west to attend the 'Variety Club convention
as delegates for New York Tent
George D. Burrows, treasurer of
35 . . .
Allied Artists, and G. Ralph Branton, vice-
COOD
IN double'^'
QUICKTIME.
1327 S. WABASH
CHICAGO 5, III.
630 NINTH AVENUE
NEW YORK 36, N.Y.
ORDER YOUR NEXT
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'
; Sumberg
.1 . Johnny
. . Ben
. . The
. . Filmrow
iw School senior and summer employe of
listate Autxjmatic Candy Corp., became
{.her of a baby son named Joseph Mark
J . Prank Bornhorst is a new assistant on
night staff at the Palace. He replaced
ti;
rke Maccochiero, who returned to the out-
, field as assistant to E. A. Thompson,
>r
usf manager of the Mohawk E>rive-In.
1
irnhorst, a decorator for the Whitney detriment
store. Is the father of five children
Dwyer is serving as assistant to
q'orge Lourinia at Fabian's Saratoga Drive-
I. Latham. Pat Patterson. Leland manager,
)s a new assistant, Richard Cook.
Larry Cowen, 56, former manager of Proof's
in Troy, has been cleared by a Rensse-
Vt County grand jury of fii-st degree grand
Vceny charges, which returned no indict-
1;nt against the veteran theatreman. The
ry had heard evidence on a charge that
iwen had taken jewelry valued at $6,000
)
))m his mother, Mrs. Frances Cowen, 80,
iio lives at the Jewish Home for the Aged
the Capital city. She is reported to have
leaded to the jury not to indict her son.
jiwen was ordered released from the Rensjlaer
County jail, to which he was comiitted
March 4 after two detectives returned
)m from Gulfport, Miss., following a widejread
search of several months, so far as
l,y local criminal charge was concerned.
h was detained, however, on warrants charg-
)g issuance of fraudulent checks in Southfipton
and Red Hook, N. Y., Cornwall,
inn., and Trenton, N. J.
iThe Variety Club's 12th annual dinner
'
nee honoring retiring chief barker Jules
frlmutter drew 150 to the Empire room of
le Sheraton-Ten Eyck Hotel Saturday night,
j'aise of Perlmutter's services during his
0 consecutive terms was voiced by Chief
lirker George H. Schenck and property
laster Lewis H. Sumberg. On behalf of Tent
presented Perlmutter with a cama
and projector. Perlmutter urged conlued
member and public support of the
imp Thacher vacation base for needy boys.
ublic Relations Group
[onors Bill Treadwell
NEW YORK— Bill Treadwell, new president
the
American Public Relations Ass'n, was
inored Tuesday (3) by several hundred pubi!
relations men at a luncheon at Toots
lor's restaurant. Members of the motion
oture industry, with whom he has negotiated
!ups in the past, attended. Tony Martin of
e Columbia Broadcasting System W£is
astmaster. Treadwell received many gifts
,id citations.
,The luncheon marked Treadwell's election
president, his 20th year in public relations
lid his fourth win of the Silver Anvil award
r meritorious public relations campaigns.
fA Softball Team Opens
eason With a Victory
NEW YORK—The United Artists Softball
.am, managed by Joseph DeLuise, won, 11
2, Monday (2) over the Sterling Television
'ne in the first game of the 1955 Film
iftball League. It will face Eastman Kodak
|ay 17, Precision May 25, 20th-Fox June 1,
ithe June 1, Recordak June 13, Pathe June
, Sterling July 6, Eastman Kodak July 12,
th-Fox July 12, 20th-Fox July 20, Precision
Illy 25 and Recordak August 2.
BUFFALO
Duffalo tent members attending the International
Variety Convention in Los Angeles
this week were Murray Whiteman,
Marvin Jacobs. Dave Miller, Billy Keaton,
Carl Sciandra, Gus Basil and Dewey Michaels,
all w-ith their wives.
Elmer F. Lux of Elmart Theatres is heading
the governmental division of the Cancer
Crusade for the eighth year. Lux has been
prominent in all charity and special drives in
the Buffalo area for a decade ... A large
crowd of barkers and their wives and sweethearts
attended the annual Monte Carlo
Night Saturday in the Variety club rooms. On
the program were games, drinks and a roast
beef buffet prepared by Tent 7's famous chef,
Clint.
The Variety Club's Who's Who of the Month
are Dorothy and Myron Gross, who are
cited for their outstanding and remarkable
achievements for Variety. Myron, who is
manager of the local office of Cooperative
Theatres is dough guy of Tent 7 and a past
chief barker. Dorothy serves the Women's
League as trustee and Is active on several
committees . Dargush, manager of the
Center, reports a big advance sale for the
closed circuit telecast of the Marciano-
Cockell championship fight. It will be shown
on the Center's big TV screen at 11 p.m., daylight
savings time. May 16. No seats will be
reserved and all tickets are $3.50, including
tax. This will be the fourth big fight telecast
to Center audiences, all of which have been
successful at the boxoffice.
"Strategic Air Command" is coming to the
Paramount Theatre the middle of May and
Manager Edward Miller has already installed
some eye-catching advance lobby displays,
one of which is a 40x60 blowup of the critic
raves after the world premiere at the Paramount
in New York . first in a series
of industrial sellout performances of "This
Is Cinerama," was held in the Teck Theatre
the other night when the Bell Aircraft Corp.
staged the first of four Bell Aircraft nights,
arranged by Manager Paul Swater.
Further expansion of Stromberg-Carlson's
operations in Rochester are foreseen following
the merger with General Dynamics.
The organization of the Kodak Town concern,
manufacturers of television, radio and electronic
equipment, w'ill not be changed, according
to John Jay Hopkins, chairman of
the board. Stromberg-Carlson will retain its
name, individual identification and organizational
structure except that it will operate
within General Dynamics as Stromberg-Carlson
Division.
Industryites who attended the Dave Miller
testimonial dinner still are talking about
the hilarious performance put on by Al Kelly,
New York comedian who was introduced as
Albert Kalvin, vice-president of U-I. Kelly
proceeded at first to mystify and then convulse
the company with a eulogy of the honored
guest, full of wonderful gestures, passionate
oratorical effects and incomprehensible
gibberish. He had the audience in
an uproar.
In a letter addressed to Miss Mary Pickford.
Pickfair. Beverly Hills. Calif., in the Evening
News. Ardis Smith, dram.a editor says: "What
this country needs is a motion picture about
a little Toronto girl, Gladys Smith, her
younger brother and sister and her wonder-
Judge John Knighii!;
May Upset Schine Cast
Buffalo—It is reported that Jud^e John
Knight, who presided at the long trial of
Srhine Chain Theatres, will resign soon
because of illness.
If the judge does resign before handing
down a decision, and it is said to be
doubtful that he will make one in view
of his serious illness, one of the longest
trials in Buffalo court history may have
to be tried all over again. The government,
therefore, may soon face the situation
of calling for an entire new trial or
dismissing the charges against the Schine
Chain.
The judge is confined to a Buffalo
hospital where he was taken after a heart
attack in his Arcade. N. Y.. home. He
was 84 on April 29.
ful, beautiful mother." Referring, of course,
to Mary. Miss Smith said the suggestion
came from reading of Miss Pickford's new
book, "Sunshine and Shadow." She ended
the letter thus: "If you ever consider a Mary
Pickford picture, perhaps it should be arranged
to end on the day the lady cuts off
her curls. There's a Rubicon note there for
a good director, and maybe a heart throb for
the likes-of-yours."
Dean Martin and Jerry Lewis and their allstar
Hollywood Revue will appear in the War
Memorial m Syracuse for a one-night stand
May 20. All seats are reserved at $1.90 to
$4.40. tax included . friends were
glad to hear of the recovery of Col. William
Shirley, well-known exploiteer who is out
of the hospital after a recent checkup.
Norman MacLaren, Canadian artist whose
animated color cartoons have attracted wide
admiration, was in Rochester May 5 as the
guest of the Society of Motion Picture and
Television Engineers, western New York section.
MacLaren, head of animation for the
National Film Board of Canada, is known
for his film, "Neighbors," and for such short
subjects as 'The Romance of Transportation"
and others. He showed several of his short
subjects in the Dryden Theatre in the George
Eastman House for the engineers.
Harry Weiner, manager of the Oswego in
the town of the same name, recently put
on a socko exploitation campaign for "Ma
and Pa Kettle at Waikki" that included a
half-page ad tieup with a local department
store and a tie-in promotion with the local
fraternities and sororities . . . The newly
opened Wehrle Drive-In at the corner of
Transit Road and Wehrle Drive, is winning
the praise of all who visit it. for not only
is the outdoorer beautiful in every detail,
but the attractions are shown on giant screen.
It is one of the first drive-ins in the Buffalo
area designed for a Cinemascope screen.
KINNER'S GLASS CLEANER
Used by more theotres than any other
for
GLASS and
CHROME
Sold by National Theatre Supply
cleoner
KINNER PRODUCTS COMPANY ''^^ohk^'^'^
OXOFFICE :: May 7, 1955 37

. . Gus
. . The
. . The
. . The
. . Friends
. . Margaret
. . "The
. .
. . Alvin
. . Jerry
. . Milt
: May
'
j
PHILADELPHI/
Two men in the audience of the Rivoli The
missed the point of th
atre Monday (2)
picture. "Destination Big House," that criir
doesn't pay. When the picture ended an
Manager Raymond Wolf was taking the re,
ceipts to his office on the second floor, tw
men stepped from the washroom. One pi
a gun in Wolf's side: the other said, "oka;
let's have the dough." Wolf, instead of coir
plying with the command, shouted for he!
The robbers fled.
WORKSHOP IN BUFFALO—Among the more than 350 who attended MGM's 15th
Ticket Selling Workshop in Buffalo recently were the following (left to right) : Jerry
Collins, Loew's Theatres publicity and advertising head for Toronto; Sam Oilman,
publicity head, Loew's State, Syracuse, N. Y.; Jack Clark, London Loew's, London,
Ont.; Lester Pollack, publicity head of Loew's Theatres, Rochester; Frank Murphy,
division manager. Great Lakes Division, Loew's, Cleveland; Carl Rindcen, Shea's
Buffalo, Buffalo, and Edward Meade, publicist for Shea's, Buffalo.
WASHINGTON
The Variety Club will hold a Mother's Day
luncheon at the Shoreham Hotel May 9.
Mrs. Richard Nixon will be the guest mother.
Other prominent Washingtonians will attend
including Commissioner and Mrs. Thomas A.
Lane and Mrs. Renah F. Camalier, wife of
the district commissioner. Milton S. Kronheim
is chairman of the affair. There will
be souvenirs, door prizes and entertainment,
as well as cocktails and luncheon.
Hosts for the May Day dance in the Variety
clubrooms on Saturday night were Harry
Friend, George Nathan, Bernard Schwartzman,
David Young and Hirsh De La Viez,
chairman of the entertainment committee.
Music was furnished by the Art Calevas orchestra
. . . Rudolph Berger, dean of the
chief barkers committee, is recuperating at
home after surgery . Variety membership
committee has approved the following
for associate memberships: Dick Baridon
and Clarke Baridon. Clarke Baridon Contractors;
William Weinberg, owner of the
William of New York Hair Stylist shop and
Max Gorin, retired builder.
Parkis Dotson, manager of the Lonesome
Pine Drive-In at Coeburn, Va. gave first
aid treatment to a motorist who was seriously
injured on the highway west of Coeburn . . .
The Lee Theatre, Bluefield, Va., was destroyed
by fire April 24. The theatre was
owned by W. R. McCoy who lived in an
apartment above the theatre.
lumbia Manager Irving Martin celebrated a
birthday.
20th-Fox Manager Ira Sichelman, sales
manager John OXeary, office manager Bob
Smelzer and head booker Sara Young attended
a series of sales meetings in Philadelphia.
Sam Diamond, Philadelphia manager,
was appointed leader for the bookers
drive. He was at the local exchange Wednesday
to arrange plans to increase bookings
from now until June 25 . . . Catherine Caruana
was vacationing in Florida.
.
. . Lt. and Mrs. Bert
Mrs. Gus Lynch, her father and sister are
visiting relatives in Italy . . . Anna MannLx,
Loew's Capitol cashier, celebrated a birthday
Liberty in Cumberland, and
State in Cambridge, Md., closed for the summer
. . . Mr. and Mrs Bobby Levine, Levine
circuit, Norfolk, returned from a vacation of
several weeks in Washington, New York and
Cincinnati . Lloyd Wineland interests
have acquired the ABC Drive-In at 7100
Indian Head Highway .
Maas, daughter and son-in-law of Mr. and
Mrs. Henry Hiser, Hiser Theatre, Bethesda,
have left for Cherry Point, N. C. after visiting
their family in Washington. Grandpa
Henry Hiser proudly presented his 9-week
old grandson to the folk at 20th-Fox.
MGM salesman Cal Bien was married recently
in Baltimore to Joyce Beuchert .
Salesman Tom Cosgrove returned to the
office after a long illness . . . Bob Hislop, son
of Edith Hislop. graduated from the Navy
electronics school in Memphis and was expected
home on leave for Mothers Day.
The state senate has sent its congratuls
tions to Grace Kelly for winning tt
Academy award for her performance i
"The Country Girl." A similar resolutio
was introduced in the house . . . Zachary See
was in town to help publicize "Shotgun" . .:..
Howard Klein, a ma.ster of hypnotism, enteit
tained the Variety Tent 13 at its receij
general membership dinner ... An argi'
ment on objections to interrogatories
scheduled in the suit for one share of stoci
which was started by the late Percy Frieq Wee
man before his death, against Motion
ture Theatre Service. The attorney for tl:
plaintiff is Norman Shigon.
Leo Goldstein, Samuel L. Hyman, Samui
L. Lemer, Arnold R. Orsatti and Morton ,
Sablosky are new members of Variety Tei
13. Tent 13 will hold a canasta and gi
rummy tournament May 13. Johnny nigl
June 1 will feature the Phillies vs. tl
Chicago Cubs, The game will be sponsore
by Tent 13 and the Philadelphia Daily New
Mary Kitabjian is a new clerk at BuenJ
Vista, which is to distribute "Davy Crockettj
produced by Disney . . . Frank Brookhouse
local columnist, recently called the "Gree,
Scarf," now playing at the Green Hill, tl,
sleeper of the year. It is now in its sevent
week . Kosoff, former local salei'
man for 20th-Fox, is going to Albany in
sales position for the company. Talk on Vir
Street is that Gene Gantz, RKO salesman
will take over Kosoff's job.
Nate Milgram's DeLuxe Booking and Buyir
Service is now handling the Pix In Mifflir'
burg, and the CV in Sh'ppensburg. The C)
formerly was known as the State, which wti
j
burned down last July. It has been rebulj
with a Cinemascope screen and other ini
provements, and it is scheduled to reope'
May 12 . . Dave Rosen, independent di:
.
tributor, is now handling the Pittsburgh terr'
tory as well as Philadelphia for some of h;
accounts.
Discovery proceedings are going ahead i
the Yeadon Theatre suit against the maj4
:t
ii
The Virginia at Portsmouth has been closed
and will be dismantled to make room for
stores . Lynch reports the removal
of the Schine district offices from 640 K
Street NW to the Hill building at 839 Seventeenth
St. NW, Suite 310 .. . Loew's Co-
ToD Feature Attractions!
WASHINGTON, D. C. 920 New Jersey Ave.. N.W.
. . . Jane Harrell, Paramount
Myma Lipsner, 6-year-old daughter of
Allied Artists Manager Milt Lipsner, celebrated
a birthday
booker, was given a bridal shower
by
Molly Maniere Friday evening in the Paramount
recreation room . Seven Little
Foys" was sneak-previewed at Loew's Capitol
Tuesday night . Goulet was on
vacation . are planning a stag
dinner at the Casino Royale for Paramount
salesman George Kelly May 9, in honor of
h's forthcoming marriage to booker Jane
Harrell.
Barbara Britton has been signed for the
femme lead in Allied Artists' "Night Freight."
distributors. This antitrust case should Ij
tried the end of this year or the beginnir
of next. Norma:! Shigon, attorney for tl
plaintiff, said that he will spend the suirj
mer taking depositions of various represen'
atlves of the defendents . Gagha'
local columnist, returned to his old job i
the Philadelphia Daily News . Youn
Columbia exploiteer. underwent minor su:
gery at Graduate Hospital.
Ben Blumberg, Blumberg Bros, equipmei
house, was in Hahnemann Hospital . . Jvi
,
1-7 will be celebrated as United Artists Wee
and the local branch wants to win the intr;
company contest by getting more picturi
played than any other branch.
38 BOXOFFICE
:
7, 19!
r

1 I been
cj Moore,
•
Washington
. . The
. . Ted
,
S>eer Marousis Retires
iHer 40-Year Career
JEW CASTLE, PA.—Speer Marousis, a
leiiing exhibitor for more than 40 years,
h; ended his long cai'eer in the enterlainiii;
u'orld. Disminifihing grosses and lack
,, iiitable film product had made his enteric
,0 unprofitable in recent years and he
l!,
withdrawn from exhibition with the
( ,;im of the Regent Theatre here. His
r irement was not unexpected in the trade.
11 1914 he built the Dome Theatre on
Street and later he was
Mier of the Penn, Capitol and Star.
with the Regent. Some years ago
I relinquished all his holdings except the
f gent.
Marousis retains his hotel interests. He
an active Allied member and di-
1 tji- for many years. The Regent Theatre,
I said, was not sold.
VEST VIRGINIA
deprived of a trip to his native Lebanon by
a heart attack two years ago. Wheeling
i^a indoor and outdoor theatre owner S. D.
fia departed Fi'iday (6) to visit his birthl.ce.
which he has not seen for 56 years.
.'la. who now spends most of his time in
. still, Texas, planned the trip principally
t see, for the first time, a brother who
\is
born after he came to the United States.
ItVarner Zoeckler, manager of the Capitol
"^eatre. Wheeling, was caught in the midst
c'a promotion stunt that backfired. A huge
litcard, signed by hundreds of Ohio Valley
ijidents. was intended to be mailed to
..mne Dru. former Wheeling girl who ap-
[.'irs in "Day of Triumph." but the ex-
^)itation boomeranged when an attempt was
iide to mail it. Exceeding the size limitatns.
the giant postcard finally was shipped
ti the actress in Holly^vood.
Jchine Case Attorney
] Solicitor General
SUjBANY—James O. Moore jr.. 45, a memk
of the Buffalo law- fu-m of Raichle. Tucker
which has represented the Schine
(icuit and affiliates in recent antitrust
(lies, is to be the new state solicitor general,
.torney General Jacob K. Javits announced
h appointment, effective June 1, as suc-
^isor to Hem-y S. Manley. The post pays
5),462 annually.
Vlanley, a veteran in the state's legal service
id associated with Dr. Charles A. Brind jr.,
unsel for the Board of Regents and the
lucation department, in the U. S. Supreme
?urt censorship cases involving "The
jjacle" and "La Ronde," will retire at the
id of this month.
'isualite Sells 2 Units,
lays One in Virginia
lORPOLK. VA.—Visualite Theatres, headed
1 Jeff Hofheimer. has sold the Visualite
jieatre and Staunton Drive-In at Staunton,
., to Transamerica Theatres of Silver
! rings, Md.
yisualite has purchased the Autoport
Jive-In at Portsmouth. Va.. from George
vVis. who returned to his native Greece.
le Hofheimer. formerly of Columbus. Ohio,
i managing the Autoport.
BALTIMORE
Tack Fruchtman, who operates Keiths and
the New theatres, and Natt W. Hodgton,
general manager, entertained the press, radio
and TV at a cocktail party to introduce Kevin
McCarthy, who plays a lead in "An Annapolis
Story." Harry Goldstein of Allied Artists
was also one of the hosts for the affair, held
at the Sheraton Belvidere. Next morning
Fruchtman took off for the Variety convention
in Cal.fornia, accompanied by Morton
Gerber of District Theatres.
Gilbert Kanour, film critic for the Evening
Sun. is on a month's vacation . Kirwan,
manager of the New. went to New York
to see "Cinerama Holiday" . . . Bob Gruver.
owner of the New Glen at Glenburnie. was
in town for a meeting of the Maryland Allied
. . . C. Morton Goldstein, new chairman of
the Maryland censor board, took over Monday
(2), replac.ng the former chairman,
Sydney Traub, who failed to receive a reappointment
from Gov. Theodore McKeldin.
Goldstein's entrance was without any ceremony
or official reception.
Calvin Kirby jr. is now connected with the
235 Drive-In at California, Md. . . . Additions
to the staff at the Park and Plaza theatres
at Lexington Park are John Phagan and
David Dougherty . Waldorf Theatre
at Waldorf has installed new Cinemascope
equipment.
Blaze Destroys Lee
BLUEPIELD, VA.—The Lee Theatre here,
ow^ned by W. R. McCoy, w'as destroyed by
fire, which did an estimated $100,000 damage
to the theatre and adjoining business houses
on April 25. Origin of the blaze was not
known, but it is believed to have started
off an adjoining cafe.
HONORED BY MILITARY—A military
review at Philadelphia naval base
was held to honor William Goldman,
nationally known motion picture exhibitor
and chairman of the Philadelphia
Armed Forces Week committee. Above
are Sergt. Alexander W. Reynolds, NCO
administrator at the Marine barracks,
and Goldman. In rear are Col. W. A.
Kengla and Rear Admiral F. L. Better.
Armed Forces Day is May 21.
Erie Officials Restrict
'Karamoja' to Adul
H:
ERIE, PA.—By agreement with s.;.l.
Colonial Theatre here, no one under 21 v. ,
admitted to showings of Kroger Babo
"Karamoja," a documentary film aboi,-
primitive life in Africa. District Altonity
Damian McLaughlin announced this poUcj
after a conference with Mayor Arthui
Gardner. McLaughlin said that he could not
bring any legal action to prevent the showing,
as the film was passed by the Pennsylvania
board of censors. He said that he and newspapers
had received complaints about the
"brutal" and "indecent" nature of the film,
which is on the condemned list of the
Catholic Legion of Decency.
At the same time. Shea's A theatre here.
Shea's, was exhibiting MGM's "Blackboard
Jungle" which children were permitted to
attend if accompanied by parents. The
booking of this picture had caused a theatre
problem just a few days before the scheduled
opening of "Karamoja" at the Colonial.
The censorship action is one of few on
local records, according to police. Oldtimers
recall trouble at the old Happy Hour Theatre
here in 1911 when a shocker entitled "The
Great Question" was presented.
lettFrs
Exhibitor Corrects News Story
TO BOXOPFICE:
On page 32 of the April 30 issue of BOX-
OFFICE is a paragraph stating that I obtained
"the approval of the Catholic bishop
of Wheeling" lor the showing of "Karamoja"
and "Half-Way to HeU."
The bishop referred to not only did not
see the pictures mentioned, but he never in
any way approved them; or, as you put it,
"found nothing objectionable in either film."
Your statements are not only untrue, but
they can cause me personally a great deal
of embarrassment.
Please correct your statement in a future
Lssue of BOXOFFICE, and advise the person
.supplying you with your information that a
great injustice has been done to the bishop
and myself by submitting such an article to
you.
I am sure your publication has no desire
to embarrass or misquote anyone. I have
read BOXOFnCE for many years and base
this opinion on what you have printed during
that time.
JOHN G. OSBORNE
Capitol Theatre Bldg.,
Wheeling. W. Va.
No Profit in Lake Theatre
ERIE. PA.—Failure of the Lake Theatre
on East 26th street "to earn a penny" since
it was constructed in 1950 has prompted the
owner to consider turning it into a skating
rink, the city council was told this week.
William Zeny. owner, said that the "big
problem" in converting the structure to a
skating rink was the decline in the floor level
and that it would cost at least $10,000 to
level it out. Zeny and his counsel Howard
Plate, appeared in council chamber to protest
a $68,020 city assessment on the theatre.
The two men contended it should be approximately
$50,000.
IXOFFICE :: May 7, 1955 39

. . Members
. . Pour
. . . Reports
. . . Paul
. . The
. . Warner
. . Mr.
. .
. .
:
j
PITTSBURGH
"The Blatt Bros, circuit has reopened both
. . .
Shea's Theatre, Bradford, has installed
Tommy
a
new stereophonic sound system
Cowell has reopened the Lakeview Drive-In
Two St. Marys
on East Lake Road, Erie . . .
residents, one of them a juvenile, were arrested
on a charge of malicious mischief as
the result of WTecking a men's restroom at
the Kane Drive-In. Manager John Anderson
said that the pair ripped out pipes and
upset equipment in the restroom, causing
$300 in damages . first-run art films
Vvill be exhibited at the Rivoli Theatre, Altoona,
under sponsorship of the Altoona Symphony
Society. The Altoona Chamber of
Commerce and the Book and Record shop
there are assisting the showing of the series
by advertisements and by selling tickets,
according to Saul Perilman, proprietor of the
theatre and former Warner Bros, salesman.
Jess Cramblett mimeographs monthly programs
on one sheet of paper to advertise
attractions at the Village Theatre, Salisbury,
/o^ SELF-SERVICE
WARMER
BABY BOTTLE
^ DRIVE-INS
AUTOMATIC
SANITARY
• Does not require • Holds 4 large and
concession stond 2 smoll bottles,
employees -- Pa- , ^o overheoting or
»'""= help them- broken bottles
selves.
• 110-220 AC cur-
'^"'•
• Safe — Thermostatically
controlled • Can be placed on a
for right temp. shelf or counter.
DON'T DELAY . . . Send
Your Order to
JOBIL
$2/50
PRODUCTS CO.
Phone woodward a-5510
19 Clifford 501 Woodward BIdg.
Detroit 26, Michigan
. . . The
and the State T'heatre, Meyersdale
Women's Auxiliary of the Pittsburgh Opera
Society is sponsor-ng the showing of IPE's
"Aida" at the SW Squirrel Hill here .
. . . re-
the Star and Lawrence Park drive-ins, Erie,
with giant new screens and magnetic sound.
The adult admission price of 65 cents is retained
. of the St. Francis college
A dancing school at New Kensington preagement
basketball team were guests of the mansented
its 25th anniversary revue at the
of the Capitol Theatre, Altoona, for Liberty Theatre there.
the showing of "Basketball Highlights of
1955" . . . Domingo Bragado, yo-yo champion, The school district of Harmony Township,
was featured at a Saturday afternoon kiddy Beaver County, plans to adopt a resolution
show at the Penn Theatre. New Castle, with imposing a 4 per cent amusement tax, to be
a yo-yo contest following, for which prizes effective July 4, expecting revenues to reach
Sid Newman, who were awarded. Lucky kiddies too, received $4,000 annually
free yo-yos.
signed from Stanley Warner after 25 years
with the circuit, returned to the fold as replacement
for Sammy Speranza, another 25-
year-man, who pulled out to join the Tony
Stern-Bob Snyder sales organization .
SW booker Marvin Samuelson was called to
Olean, N. Y., by the death of his mother.
The Penn Theatre here wni have a seamless
28^2x52 feet screen for the horizontal
VistaVision projection of "Strategic Air Command"
. APL Central Labor Union
called upon affiliated unions to support
Local 171 in injunction action brought to halt
picketing at Ranalh's Drive-In near Gibsonia.
The projectionists local claims the
theatre refuses to employ designated union
operators under a contract agreement. The
theatre management maintains it has twice
notified the union its services are not needed
from Erie are that Erie County
Democrats are ousting Alden Phelps, Waterford
outdoor theatre owner, as party chairman
. Bros, will tradescreen
"Mr. Roberts" at the Schenley Theatre at
11 a.m.. May 23 . . . Mr, and Mrs. Alex Manos
went out of town for a week or two following
the recent death of their 14-month-old
daughter Maria Joy.
Joseph Bugala, general theatre manager for
tlie Manos circuit, served as a panelist this
week at MGM Ticket Selling Workshop meetings
in Minneapolis and Des Moines . .
.
Pilmrow is working up a testimonial for
David Kimelman, Paramount manager who
is celebrating his 30th anniversary with the
company here in June, which month also
marks the 30th wedding anniversary of David
and Leona Kimelman . and Mrs. Steve
Rodnok sr„ Oakmont exhibitors, returned
from St. Petersburg, Fla., where they spent
Filmrow visitors included
the winter . . .
Prank J. Daut and C. A. McCrork, Altec
executives.
Paul Krumenacker, WB sales manager, was
confined to St. Joseph's Hospital with virus
and muscular ailments . . . Plans were
announced for construction of the world's
largest amphitheatre at Allentown, Pa. Costing
$1,500,000 and seating 35,000 persons, the
project wUl be ready for use in 1956 for
operatic, symphonic and ballet presentations
Reith, RKO, and Angelo Marino,
U-I, made inspections and conducted fire
drills on Filmrow.
SAM FINEBERG
TOM McCLEARY
JIM ALEXANDER
84 Van Broom Street
PITTSBURGH 19, PA.
Phone Express 1-0777
Movies Are Better Than Ever • How's Your EQuipmentt
'Daddy Long Legs' Opens
March of Dimes Benefit
NEW YORK—Many stars of the entertaii'
ment world and other notables by the
presence lent color to the opening of "Dadi
Long Legs" Thursday (5) at the Roxy Th
atre. It was a benefit performance, Spyr
P. Skouras, president of 20th Century-Fc
donating all proceeds to the March of Dim
campaign to raise $9,000,000, earmarked f
manufacture of the Salk polio vaccine.
Daniel and Mrs. Salk, parents of tl
discoverer of the vaccine, were presei
Among those from the entertainment wor
were Marilyn Monroe, Eve Arden, Gene Loc *"
hart, Teresa Wright, William Boyd, Sylv
Sidney, Brian Aherne, Eddie Fisher, Pari
Granger, Sid Caesar, Nanette Fabrj
Imogene Coca, Monica Lewis, Lee J. Col
Margaret Hayes, Ruth Roman and Rita Ga:
They were interviewed under the klf
lights by Tex and Jinx McCrary and telecs
over WPIX. There was also newsreel, rac S
and still photography coverage. The Fii
Army Band played outside the theatre. 1
stations showed Movietone film clips of t
highlights.
The picture will open June 6 at the Carlt
Theatre, London, with all proceeds going
the Invalid Children's Aid Ass'n.
Mrs. Ida Ritter to Operate w
Hotel in Adirondacks
NEW YORK—Mrs. Ida Ritter, a forir
member of the headquarters staff of Theatd
Owners of America, has purchased Silberj
Hotel, Schroon Lake. Adirondacks, N. Y., fn.f
Mrs. Wilma Silbert, mother of Julian Bla
stein, producer, and will operate it unc
that name. It was established in 1920, h|
been visited by many members of the fi i
industry and now accommodates 7S gues
Mrs. Ritter will reopen it Memorial Day.
Park Theatre Robbed
PITTSBURGH—A ticket pm-chaser at t
Park Theatre in Greenfield approach
owner Leonard Perer and asked to see cash'
Roberta Mitro. Thinking it was a social ci,
Perer unlocked the door to the cashiei|
office and walked away. The visitor burst
upon the surprised cashier with a ha
thrust menacingly in his pocket and :
manded the money. The holdup man escapij
with $80.
Takes Over Booth Duties
FARRELL, PA.—Because of a busini;
decline, Louis Lampros has closed the Colon,
and he has taken over duties in the pijection
booth of the Capitol. He reported 1-
contract with the pi'ojectionist's union e
pired and he could not negotiate a deal whi
would permit continued operation of t
theatres. At the Hickory Drive-In nf
Sharon, his brother Chris is operating t'
projection machines without assistance.
Mrs. Anna McVerry Dies
PITTSBURGH—Mrs. Anna Alberta Vy
Verry died May 1 at St. Clair Memorial H(
pital here. She was the wife of Thomas '
McVerry of Lawrence, Pa., operator of t
Hill Theatre, Hill Station, and mother
James, Dennis, Thomas and Terrene
Requiem high mass was offered Thursd;
(5) at St. Elizabeth's Church, Lawrence.
I
r
40 BOXOFFICE May 7, 19!

:
Son
1
L
'
Town"
: May
i
HOLLY woo
^ f-
k.3
AND VIEWS THE
(Hollywood Office— Suite 219 at 6404 Hollywood Blvd.: Ivan Spear. Western Manager
'mq Legs' Premiere
Iroceeds to Hospital
,
(il.LYWOOE>—Sweet charity was the ben-
..i;y from the Wednesday (4) $50-a-seat
iii piemiere of 20th Century-Fox's "Daddy
1 ,, Legs," which had a star-studded openii
at Grauman's Chinese Theatre. Proceeds
tin the debut of the Cinemascope musical,
cistarring Fi'ed Astaire and Leshe Caron,
Wit to St. John's Hospital in Santa Monica,
Wxh earmarked the revenue for its $500,-
building fund.
lovieland luminaries arriving at the theat'
were whisked before TV cameras to be
.' wed by Ed Sullivan, who recorded
M eedings for his Sunday (8) "Toast
telecast. Among those in attidaiice,
in addition to Astaire, were:
flmer C. Rhoden, president of National
T^.itre.s; Darryl P. Zanuck, 20th Century-
1 : \ :ce-president in charge of production;
L ma Reed, James Stewart, Victor Mature,
fc;ree North, Irene Dunne, Richard Todd,
F|Dert Wagner, Allan Jones. Dan Dailey, Fernido
Lamas, June Allyson, Jeanne Crain,
i>ene Dahl, Dick Powell, Ann Blyth, Betty
Oible, Bing Crosby, Debra Paget, Mamie
\a Doren, Jennifer Jones, Jane Wyman,
\ui-een O'Hara, Claudette Colbert, Jane
tssell, Clifton Webb, Ray Anthony, Market
O'Brien, Joan Crawford, Anita Louise,
\jlliam Holden, Robert Cummings, Joan
Cjjlfield, Barbara Stanwyck and Robert
^.ck.
ilso on hand were delegates to the conrent
19th annual Variety Clubs Internat;ial
Convention.
Daddy Long Legs" was given its New York
Bmiere Thursday (5) at the Roxy, prodds
going to the March of Dimes.
' irriving in Denver as the first stop on
s.rans-continental p. a. toiu' plugging RKO
p|dio's "Son of Sinbad," were the Sintiettes,
four girls garbed as Persian harem
liidens. The three-week trek will include
Insas City, St. Louis, Milwaukee, Chicago,
Ilianapolis, Cincinnati, Detroit, Cleveland,
Iffalo, Toronto, Pittsburgh, Philadelphia,
Vishington, Boston and New York.
of Sinbad" will be world-premiered
Tesday (31) at the Fox Theatre in St.
^chael Curtiz to Produce
lOLLYWOOD—Michael Curtiz has been
s- to produce as well as direct "The Kiss-
Q-," suspense drama which Paramount will
gi next month. It will topline Carol Ohmart
8i Tom Tryon.
'Air Command' Gets Festive Premiere
U-I to Release UCLA Film
HOLLYWOOD—U-I has arranged to release
"A Time Out of War," Academy Award
winner as the best two-reeler produced last
year. The film, made at the University of
California at Los Angeles, also won top honors
in the recent Screen Producers Guild intercollegiate
film awards sweepstakes. It was
written, produced, directed and photographed
by Dennis and Terry Sanders for their
graduate thesis.
Gig Young to Be TV Host
For Warner Telefilms
HOLLYWOOD—Gig Young has been inked
as host for "Warner Bros. Presents," the
forthcoming Warner-ABC network series of
telefilms. He will serve as master of ceremonies,
Introducing each of the 39 one-hour
teleplays and will also be featured in the
"Behind the Cameras at Warner Bros. Studios"
segment.
"Strategic Air Command," Paramount's
film study of Uncle Sam's global air defense,
was treated to a glamor-freighted
west coast premiere at the Stanley Warner
Beverly Theatre in Beverly Hills, attended
by military brass and top film celebrities.
In lower photo are James Stewart and
June Allyson, stars of the Technicolor-
VistaVision entry, shown with Samuel J.
Briskin, who produced it. Upper photo,
from left: G. Ralph Branton, Allied Artists
executive, and Mrs. Branton, and A. H.
Blank, Des Moines circuit operator, with
Mrs. Blank. Branton formerly was an
executive with the Blank chain.
$21,500 to Russ Birdwell
In Paul Gregory Case
HOLLYWOOD—A multifaceted court action
brought by freelance publicist Russell Birdwell
against Paul Gregory, stage and screen
producer, was wiped off the docket when,
after superior coiu-t rulings were handed down
in Birdwell's three breach-of-contract allegations,
Gregory settled by paying over $21,500
in fees. Birdwell had sought close to $600,000,
contending Gregory had discharged him in
the midst of a pact from which he was to
have received five per cent of the producer's
grosses from six legitimate stage productions.
It was reported Birdwell had previously received
$50,000 during the time he actively
handled the Gregory account for the six
stage productions.
Prior to the settlement payment, the court
had ruled Birdwell was entitled to an accounting
on all but one of Gregory's shows but
that the publicist's contract had been terminated
"at will" by the defendant.
BXOFFICE :
7, 1955
4i

-
.
.
Blurbers
STUDIO PERSONNEUTIES
20th Century-Fox
Resigning his post in the Warner studio publicity
deportment, NED MOSS has joined the Westwood
film plant to beat the drums for its new TV
subsidiary.
Brieiies
Universal-International
With Will Cowan producing and directing, filming
was launched on c two-reel musical featurette
headlining Eddie Howard and his orchestra.
Meggers
20th Century-Fox
Universal-International
ALBERT J. COHEN was ossigned to produce "And
No One Answered," o recently-acquired melodrama
by Ann Head, which is being scripted by Charles
Hoffman.
Options
Allied Artists
Producer Ace Herman set FORREST TUCKER and
KEITH LAR5EN for the male leads in "Night Freight,"
while Thomas Gomez was cast as the heavy. Jean
Yorbrough directs. Handed the feminine lead was
BARBARA BRITTON. G. PAT COLLINS, MICHAEL
ROSS and LEWIS MARTIN were added to the cast.
SKIPPY HOMEIER was inked by Producer Vincent
Fennelly for the principol heovy role in "Gun Point,"
which rolls May 6 with Fred MocMurroy, Dorothy
Malone and Walter Brennan heading the cast.
Alfred
Werker will direct. The picture will be filmed in
Cinemascope. TOMMY RETTIG was signed for the
role of Fred MacMurroy's son.
Columbia
RUTH DONNELLY and
Character
JEANETTE
actresses
NOLAN hove been signed for featured
roles in "Marshal of Medicine Bend." WARNER
be seen as the principal heavy and
ANDERSON will
romantic rival of Randolph Scott in the Technicolor
western which Producer Horry Joe Brown has before
the cameras with Joseph H. Lewis directing. Veteran
character actor JAMES BELL has joined the cost.
JEANNE COOPER has been set to ploy the second
feminine lead in Producer Sam Kotzmon's "The
Houston Story," which has Lee J. Cobb, Edward
Arnold and Barbara Hale in the starring roles.
William Castle directs.
VERNA FELTON was cost in the picfurizotion of
William Inge's Pulitzer Prize drama, "Picnic," starring
William Holden, Rosalind Russell, Kim Novak
and Betty Field. Joshua Logon will direct, with
Fred Kohlmar producing.
Independent
Producer Mike Todd signed DAVID NIVEN to
star with Continflos, the Mexican comic, in his
Todd-AO version of Jules Verne's "Around the
World in 80 Days," which John Farrow will direct.
Metro-Goldwyn-Mayer
Joining Robert Toylor and Stewart Granger in the
starring cast of "The Lost Hunt" is LLOYD NOLAN.
The frontier drama is being
megged by Richard Brooks.
scripted and will be
ANTHONY QUINN will portroy the French artist,
Paul Gauguin, in "Lust for Life," starring Kirk
Douglas as Vincent Von Gogh. Vincente Minnelli will
direct for Producer John Houseman.
RKO Radio
Panamint Pictures, headed by Sam Wiesenthol and
Gene Tevlin, signed HILLARY BROOKE to join Richard
Carlson, Victor McLoglen, Mala Powers and Richard
Conte in the cost of "Bengozi," which is being
megged in Superscope and Technicolor by John
Brahm. EILEEN ROWE has been signed for the
role of o torch singer in a night club.
FORREST TUCKER will join Claudette Colbert and
Barry Sullivan to enact o leading role in "Texas
Lady," the Nat Holt-Lewis Rosen production, which
is in Superscope and Technicolor.
Republic
ANN SHERIDAN will star with Steve Cochran in
"Come Next Spring," Trucolor romantic comedy to
be directed by R. G. Springsteen.
Inked for key roles in "Deadline Alley," newspaper
drama starring Rod Cameron and Julie Bishop,
were FRANCIS DE SALES, NACHO GALINDO and
EDWARD COLEMAN. The William J. O'Sullivan production
is being piloted by William Witney from a
script by John K. Butler and Frederic Fox.
20th Century-Fox
CLIFTON WEBB has been assigned to star in "The
Man Who Never Was," a World War II drama
based upon the true-lite adventures of Ewen Montague,
British naval officer. It will be filmed abroad
as on Andre Hokim production, with Ronald Neame
directing.
Handed a contract extension wos actor JEFFREY
HUNTER.
United Artists
Bryna Productions, headed by Kirk Douglas, signed
LON CHANEr for "The Indian Fighter," which will
star Douglas and is to be directed by Andre de Toth.
Universal-International
JAMES FLAVIN was booked for the featured role
of an innkeeper in "A Time Remembered," Technicolor
drama starring Rock Hudson, Cornell Borchers and
beorge Sanoers. Jerry Hopper is megging the Albert
J. Conen production.
Veteran character actress SARAH PADDEN was
signed tor a featured part in "The Kettles in the
OzarKs," starring Marjorie Main and Arthur Hunnicutt,
which Chanes Lamont is directing for Producer
Richard Wilson.
Dancer-actor TOMMY RALL was signed to a longterm
tiCKet. He recently completed a top role tor
the studio in "The Second Greatest Sex."
SAM GILMAN was signd for the part of a young
navy lieurenant in "Away All Boars," Technicolor-
VistaVision entry starring Jeff Chandler. It is
being lensed on locanon in the Virgin Islands with
Howard Cnristie producing and Joseph Pevney as
the drector.
Warner Bros.
tor the role of on underworld lawyer in the
Set
Alan Ladd starrer, "The Darkest Hour," was
VOlTAIkE PERKINS. In Cinemascope and Warner-
Color, the Jaguar production—also roplining Edward
G. Kobinson and Joanne Dru— is being megged by
Frank Tuttle.
JUDITH EVELYN was signed to portray Elizabeth
Tayior's mother in "Laionr/' the fjeorge Srevens-
Henry Ginsberg production, based on the
^
novel by
'
tn
Wither:
Scripters
Columbia
DAVID LANG has been engaged to write an
original western, "Law of Gunsignt Pass," for Producer
Wallace MacOonald, with July 5 set as the
tentative starting date.
Independent
n.
penning "Mohawk" for
Metro-Goldwyn-Mayer
HERBERT BAKER was assigned to develop "Largely
a Question of Love," based on an original by John
Paxton.
United Artists
LAWRENCE ROMAN was signed by Producer Samuel
Goldwyn jr. to do a polish job on the script of "The
Sharktighters," an original screenplay by Art and
Jo Nopoleon.
Warner Bros.
WENDELL MAYS, New York television writer, has
been signed by Leland Hayward Productions to
work on the screen treatment of Charles Lindbergh's
Pulitzer Prize story, "The Spirit of St. Louis," which
Billy Wilder will direct with James Stewart in the
starring role.
Story Buys
Independent
Desilu Productions, headed by Lucille Boll and
Desi Arnoz, acquired "Journey to a Star," an original
romantic comedy by Arthur Julian and Joseph Morhaim,
for theatrical filming. It will be shot on
location in France and Switzerland.
"Bonjour Tristesse," a French novel by Francoise
Sagan, was purchased by Producer-director Otto
Preminger, who plans a Broadway stage version pi
to filming the property next year.
Hanover Pictures, headed by William E. Seli
Jacques Braunstein and Robert Lord, acquired "T
Gay Life," an original screenplay by iNorman
Shields. The romantic drama will be produced
Paris.
Lights Up," o short story by Cuba Richards
was purchased by Dan Duryea and Director Al"
Ganzer, who plan to produce it with Duryea in t
starring role.
Megaphonist Roy Rowland picked up screen rial
to "My Adorable," an original by Aleen Leslie, ba<
on the lite ot Andrew jacKson's wife, Rachel. "
Producer-director Max Nosseck purchased "(
Overboard," an originol screenplay by Leonard Ho
man and Malvin vVald, and pians to ti
location along the New York waterfront.
Metro-Goldwyn-Mayer
Slated OS a starring vehicle for Grace Kelly, f
rights were secured to the Ferenc Motnar play, "~
RKO Radio
.
King Bros. Productions purchased "Seven Lant*
Japan," an original by Merrill G. White
in
Robert Rich, and win film it on location in Japan 1
_
fall in Cinemascope and Technicolor. concerns It
American girl singer in Nippon wno is
i~l
regenera
through her involvement in a dangerous romar
triangle.
20th Century-Fox
"Boy on a Dolphin," an adventure novel by Dc
Devine, was odoed to the sTudio s upcoming sio]
'
It concerns the search, off the coast ot loreece,
a sunKen ship bearing a cargo of priceless antiqu
Film rights were obtained to "Painted Days/'
ploy by John Byrne. A story of modern Ireior
it rells of the romance between a farmer and
blind girl.
Purchased in manuscript form was "Island in J
Sun," a soon-to-be-published novel by Alec Waui
The romantic drama has a West Indian locale.
Technically
Allied Artists
Set on the production crew for "Night Freigl
were A. R. MILTUN, proauction manager;
buAZER ond JACK RObtKiS, assistant directs
William SICKNOK, cmemoiogropher; ACt HcKM,
tilm editor, and bEORbt TKOAbT, art director.
Paramount
20th Century-Fox
Handed a new one-year contract was cir
grapher LEON SHAHROY.
Title
Warner Bros.
Chcmges
Allied Artists
"Doing Time" to JAIL BUSTERS.
Metro-Goldwyn-Mayer
"Her Guardian Angel" (Desilu Prod.) to FOREVI
New CV Demonstrated
For Studio Executives
HOLLYWOOD—Motion picture
and vid
executives were given a demonstration Moj
day (2) of Camera Vision, the new phot,
graphic process which calibrates motion pi
ture and TV cameras into one integrated un
On hand were David O. Selznick, Euge
Zukor and a group from Paramount; WiUia
Eglinton of RKO; Eric Howes and Sidn
Zipser, representing Technicolor; Slant
Coe and Robert Metzler, NBC; William Le
and Richard M. Mock, Lear, Inc; Willa
Brown, Mutual network, and Peter Roebec
General Teleradio.
Philip Rivero and Arthur S. Lyons, hea
of Camera Vision, have leased a sound sta
at the Sunset State studios for use as C
equipment headquarters.
jgtjj.
i'
I'
EQl
EC.
fe
42 BOXOFFICE :
: May
7, 18

.
: May
. . signed
. .
—
—
Sim Engel Is Elected
EjT Producers Guild
OLLYWOOD- Named to the presidency
if he Screen Pi-oducers Guild for the comnl
year was Samuel G. Engel, 20th-Fox
Samuel G. Engrel, left, veteran 20th
ntury-Fox filmmaker, takes over the
vel as new president of the Screen Proicers
Guild from Arthur Freed of MGM,
10 completed his one-year term in the
Kanization's top office.
lI maker, who .succeeds Arthur Freed of
i\Jl in the post. Dii-ectors also elected
Kdy Adler, first vice-president; Walter
tsch, second vice-president; Louis F.
Kman, third vice-president; Julian Blau-
Ui, secretary; Jerry Bresler, treasurer, and
lc;;rt Arthur, a.ssistant trea.surer.
uis D. Lighten was elected an honorary
nriber of the board. Other new board memle
chosen to replace seven whose terms
ia>' expired are William H. Wright. Adler.
tii .
V'iam Thomas, William Goetz. Bresler,
'rik P. Rosenberg and Robert Bassler. They
oi incumbent board members Arthur. Blaut*i.
Charles Brackett, Samuel Briskin, Edel-
Arthur Hornblow jr.. Mirisch, Aaron
Icnberg, William Perlberg, John Houseas,
Sol C. Siegel. Lawrence Weingarten and
Wilson.
Ja'y
5 latra Signed for 'Arm'
J Producer Preminger
:)LLYWOOD — Producer-director Otto
r linger signed Frank Sinatra to star in
T- Man With the Golden Arm," which
•r linger plans for independent filming
inr the banner of his Carlyle Productions
oiJnited Artists release. The novel by NeloiAlgren
is being scripted by Walter New-
Hi
leminger has scheduled "Arm" for lensnfifter
he completes piloting "The Courtl;'ial
of Billy Mitchell" at Warners for
* m Sperling's United States Pictures.
iCIPC Cites 'Air Command'
) )LLYWOOD—Paramount's "Strategic Air
Jomand." co-starring June Allyson and
'a ;s Stewart, has been cited as an outtsiing
April release by the Southern Cali-
DH a Motion Picture Council. The organta
)n is affiliated with the National Screen
Wicil, which chooses "the best picture of
hinonth for the whole family," and which
hi e receives the coveted BOXOFFICE Blue
til an Award.
eOW
Do They Sell Our Pictures?" is the
over-all theme of the April issue of
the Journal, official organ of the
Screen Producers Guild. The "they" refers,
of course, to the men who distribute motion
pictures—specifically their respective advertising
bra.ss—and those who exhibit them.
The "our" applies to the fabricators of the
same film fare.
In limited space it is impossible to supply
even a sketchy condensation of the exhaustive
verbiage devoted to the subject, nor is
such synopsizing necessary inasmuch as the
controversial question and the hydra-faxieted
i.ssue it raises are nearly as old as the movie
industry itself.
Suffice it to treat herein to fleeting consideration
two of the counts in the producers'
plaints against the above-listed trade categories.
One is an article titled "New Birds
in the Old Forest," by William Perlberg, veteran
filmmaker who is associated with writerdirector
George Seaton in the Perlberg-
Seaton unit at Paramount. Perlberg, accompanied
by his partner, went slumming by way
of a recent cro.ss-country tour, the avowed
purpose of which was to plumb theatremen's
reactions to motion pictures in general and
Perlberg-Seaton epics in particular. He reports—in
a few hundred more-or-less wellchosen
words—that the nation's showmen can
be grouped into two major classifications,
namely "Old Style Exhibitors" and "New
Style Exhibitors." Anyone sufficiently obtuse
to encounter difficulty in guessing what
characteristics Perlberg, being a producer,
considered in allocating his subjects had better
secure and peruse his analysis.
Then, the piece de resistance—at least as
concerns length—was a contribution by Hal
Stebbins, president of a Los Angeles advertising
agency bearing his name, and who
according to the editor's introductory notes
is a "ranking specialist" in his field. (Major
distributors, who avail themselves of the
services of such little-known outfits as
J. Walter Thompson, Foote, Cone & Belding,
etc., please note).
Articulate, indeed, is the Stebbinsian contribution;
so fluent, in fact, that parts
thereof might well have stemmed from a
journalism major's thesis—which perhaps
they did. But no reader will overlook the
platitudes utilized to condemn the banalities
and archaisms of which he accuses contemporary
film advertising. In short, everything
the "ranking specialist" offers has been
said on countless preceding occasions, and
has been often agreed with by those who
formulate the advertisements.
F^roducer John Houseman is now functioning
as editor of the Journal. The April issue
was the first under his supervision—and a
right creditable job of editing it is, regardless
of individual opinion as to the wisdom of its
dominant content. In prefacing the volume.
Houseman pleads for reactions to the "How
Do They Sell Our Pictures?" symposium.
"Berate us or praise us—but write!" he urges.
In this viewpoint, the survey, no matter
how complete and eruditely conducted, can
serve no useful purpo.se at this time. The
question with which it deals Ls too ancient,
has been tossed up for grabs too often and
is confronted with too much prejudice
from both sides— to permit of even a semblance
of resolution through largely repetitious
diagnosis. It is a mercurial topic that
waxes and wanes in direct proportion to
prosperity or poverty in the film bu.siness.
Comes a period of high profits, and everyone
takes bows therefor—the producers for
the superiority of their pictures, the exhibitors
for their commanding showmanship, and
the advertising lads for the productive genius
of their campaigns.
But let the doldrimis descend upon theatre
cash-drawers, and the buck is passed back
and forth with jet-propelled speed. "Pictures
stink." wail the self-same theatremen. "Showmanship
is dead," counter the producers.
There is evidence that an era of those
doldrums is again overtaking the motion picture
trade. And this time the reasons therefor
are more complex and alarming than usual
largely because of a new factor that has
been introduced by television.
During recent years—most especially
since
the advent of COMPO—much has been said
and written, many all-branches powwows
have been held about the crying need for the
industry to stop its internal bickering and
embrace give-and-take cooperation for a
solid-front approach to its problems.
Certainly the further worrying of a timeworn,
ever-existent controversy is hardly a
step in that direction.
Confronted with the task of trying; by every
available means to lick the smog problem,
the Los Angeles county air pollution control
district took a gander at film production
techniques and set up rigid rules governing
the scheduling of lensing sequences in which
scripts call for the staging of fires. Such
burning scenes are hereafter to be cleared
with the APCD.
Fortunately the above-described issue of
SPG's Journal wasn't widely circulated at last
week's convention of Variety Clubs International.
Otherwise there probably would
have been slow bums among the visiting exhibitors,
which could have made the southland's
smog headache truly acute.
FYom Teet Carle's Paramount praisery a
dramatic casting note: "Peter Mamakos .
character player . for 'The Ten
Commandments' ... to portray the slavedriver
who lays on the whips and torments
the Hebrew workers."
Alas!
Poor Finestone.
JFFICE :
7, 1955 43

. . Sero
. .
. .
: May
.
LOS ANGELES
granching out into the night club sector
.
in addition to operating the Carlton
Theatre Fred Dee has taken over the Club
Braz, a Hollywood bistro . . .
Booking-buying
visitors included Sam Steiffel. Sherman
Theatre, Sherman Oaks, and Bob McCracken,
Arizona-Paramount circuit in Phoenix
Formerly a Warner branch salesman here
and more recently manager of the Vista in
Chula Vista. Henry Slater has been appointed
manager of the Harbor Drive-In in
that community.
To join her husband Joe (they were married
a few weeks ago) in Milwaukee, where
he is a booker in the Warner branch, Jean
Warner Wayne quit her job in the Warner
contract department here Amusement,
headed by William Oldknow and Bob
.
Benton, is enlarging its Rancho Drive-In
near San Diego from 750 to 1,000 cars.
Benton left for Salt Lake City to check
over the circuit's properties there.
Previously assistant manager at the Victory
Drive-In. August Nardom is now piloting
Sero's Cherry Pass Drive-In near Hemet
Here to confer with his local agents
was Walter Bibo. New York independent
distributor, currently handling a nudistcolony
Elizabeth Ciafarani of
feature . . . MGM's accounting department planed out
for New York for a vacation, with a stopover
in her hometown of Detroit.
Renewing acquaintances along the Row
was George Fink, who for many years operated
the Metro Theatre in San Diego. Fink
has retired from exhibition and is now
running a horse ranch in that territory . . .
Sam Berger of the Berger Electric Co. became
a grandpop for the first time when
his daughter Mrs. Joan Eliot gave birth to
Jack Sherriff. salesman for
a baby girl . . .
the Kranz-Levin exchange, returned from
a business trek to Arizona.
.
. . . George Tripp.
The Seligman (Ariz.) Theatre in Seligman
has been darkened by the Nace chain
Murray Peck has been retained to handle
exploitation and advertising for the
Warner
Knoll
Theatre here
salesman, took off for Arizona on business
Filmrow's condolences were extended
. . .
to M. J. E. McCarthy, Allied Artists manager,
on the death of his 80-year-old mother.
She had lived here for a number of years
but was buried in Butte, Mont., her hometown,
with McCarthy attending the services.
. . Projectionists
Julius Sweet, formerly a parking lot operator
on the Row. has joined the Warner
exchange as a maintenance man .
Local 150 claims it has been locked
out of the Paradise Theatre, an Alex Schreiber
operation in Westchester. Schreiber.
currently in Detroit, was not available for
comment on the local's charge that he has
refused its demands for a two-man crew and
is employing a nonunion projectionist.
Widescreen at Chester
CHESTER, CALIF.—A widescreen has been
installed at the Chester Theatre, according
to owners Mr. and Mrs. Frank Adcock.
Statistics show that substantial gains were
made in 1954 in the export of 8mm motion
picture equipment and motion picture theatre
equipment.
Screen Gems Is Using
42 Script Writers
HOLLYWOOD—Something oi
a record for
TV scrivening activity—and a figure that
would be impressive even by major studio
standards—has been established by Screen
Gems, Columbia's video subsidiary, which
currently has a total of 42 writers at work
on various projects. The unit, of which Ralph
Cohn is vice-president and general manager,
turns out such series as the Ford Theatre.
Damon Runyon Theatre, Falstaff Celebrity
Playhouse, Father Knows Best, Jungle Jim,
Captain Midnight and You Can't Take It
With You.
These are being augmented by two new
half-hour groups to be produced by Herbert
B. Leonard. Tales of the Bengal Lancers and
Circus Boy, which will be added to Leonard's
slate to supplement The Adventures of
Rin Tin Tin.
Meantime, for the fourth successive year,
the Ford dealers of America renewed the
Screen Gems commitment to produce 39 halfhour
entries in the Ford Theatre series.
William and Edward Nassour, who are producing
the TV series in association with Don
Sharpe, inked Christian Drake for the male
lead opposite Irish McCalla in "Sheena, Queen
of the Jungle." Filming on the series was
launched Monday (2) with Arthur Pierson
directing.
TCF Television Productions. 20th-Fox's
newly formed video subsidiary, inked Jules
Bricken to a long-term ticket as a producerdirector.
He had previously been associated
with Cavalcade of America, the Ford Theatre
at Screen Gems and the Ray Milland show.
For use as the basis for a 15-minute TV
program and for both theatrical and video
trailers. Allied Artists secured 12,000 feet
of celluloid obtained by newscaster Clete
Roberts during a trek to Phenix City, Ala.
The material, consisting of interviews with
citizens on present conditions in the onetime
"sin city," will be utilized to plug AA's
"Phenix City," produced by Samuel Bischoff
and David Diamond.
Brandeis Camp Institute
Picks Steve Broidy Head
HOLLYWOOD—Long active as a sponsor,
Steve Broidy, president of Allied Artists, has
been named president of the Brandeis Camp
Institute, Jewish youth center in Santa
Susanna, Calif., which functions as a leadership
training center. Named vice-presidents
were Dore Schary, MGM studio head, and
Milton Sperling, president of United States
Pictures. Elected to the board of directors
were Michael Blankfort, scenarist; Max
Laemmle. theatre operator: Samuel G. Engel,
20th Century-Fox producer, and Harry Maizlish,
owner of radio station KFWB.
For his work with boys and girls, Danny
Kaye has been preesnted a special Americanism
award by Los Angeles Elks Lodge 99.
The comedian was lauded in particular for
his film, "Assignment Children," made on behalf
of the United Nations International
Children's Emergency Fund, and being given
theatrical release by Paramount.
North: A. L. Pratchett, Latin America
division manager for Paramount Inten.
tional, arrived from his headquarters in M.
ico City for studio conferences and to attii
the Variety Clubs International convent)
West: J. R. Grainger, president of Ria
is due in from New York early next wlT
after stopovers en route in Chicago, Denjj
and San Francisco.
East: William Z. Porter, Alhed Artists hce"
office field representative, took off r
Gotham for huddles with Roy M. Brev.
manager of exchange operations.
West: Alfred E. Daff. U-I executive vipresident,
arrived from Manhattan to pa'
cipate in sales parleys slated to begin M
day. Returning from business huddles
New York were Clark Ramsay, executive E|(
to vice-president David A. Lipton. and H
Rains, studio radio-TV promotion mana.:T
West: Dore Schary, MGM studio head, »•
turned from New York after participatinft
top-level planning huddles with Nicholas I
Schenck, president of Loew's, Inc., and ota
brass.
East: Frank P. Rosenberg, Warner i*
ducer; director Rudolph Mate and actt
Jane Wyman will check out Monday (9)
New York to begin filming location SM
for "Miracle in the Rain." They have a th^
week shooting schedule in the east.
West: Edward Muhl, U-I vice-presidenii
charge of production, and Howard Chri;i«
producer of the studio's Technicolor-Vii
Vision entry "Away All Boats." returned f:a
the Virgin Islands location of the World ^i
II drama. While in the Caribbean. Muhl i(
Christie scouted backgrounds in Venez'll
for another U-I project. En route back h(
they stopped over in New York to particiit
in the windup of the annual Charles J. F^
man sales drive.
East: George D. Bm-rows, Allied Ar4
executive vice-president and treasurer,
Vice-President G. Ralph Branton headedi
New York to attend a Tuesday (3) mee^
of the company's board of directors.
East: Harry Mandell, Filmakers vice-piii
dent and general sales manager, planed U
for a two-week visit to New York, Bo:«
and Chicago.
East: Robert Palmer. Universal-Inteft
tional talent executive, planed to New 'i*
for a two-week scouting trip.
Alice Widener Talks to MPA
HOLLYWOOD—Featured speaker ata
Wednesday (4) meeting of the Motion Pic
Alliance was Alice Widener, editor and I*
Usher of the periodical U. S. A. Scenils
Borden Chase is chairman of the MPA ex'
tive committee.
44
BOXOFFICE
:
7. 'I

;
Drive-In,
i The
'
: May
—
———
— ——
.
'
— —
—
; : ; : ; ; T
'
'
iocky Mountain Allied
Vill Meet in Denver
DENVER — Indications point to an unsually
large attendance at the convention
lay 10 of the Allied Rocky Mountain Indeendent
Theatres at the Park Hill Country
lub, with sessions morning and afternoon.
incheon, and a dinner and dance in the
v-ening.
Reuben Shor, Cincinnati, Allied States
resident, plans to speak as will Bennie
.erger. Central Allied president, of Minneaplis.
Much of the session will be given to
Mir.d table discussions. Neil Beezly, pres dent
f Kocky Mountain Allied, will preside at
le meeting.
Luncheon will be at the Park Hill Club
t noon, and dinner and dancing in the eveiv-;
at the same place.
Cii.^t will be $6 for those attending the
lei'imgs and social activities, with a $5
!.aiL:e covering only the dinner and dancing.
hf local Allied is making the charges as
ail as possible.
DENVER
ee Theatres have bought the Centennial
at West Belleview avenue and
iouth Federal boulevard, for $300,000. The
win-screen drive-in, largest in the Denver
rea, with space for 1,250 cars, was built last
jear by Television Theatres and cost a rejiorted
$500,000. Operated by Television The-
Ltres last year, the drive-in closed for the
Ivinter in November and sold its lease to the
k. D. Jones Realty Co. The Centennial re-
[ipened this week and will operate day and
bate, first run, with the two other first-run
jjee drive-ins in Denver, the Wadsworth and
ihe Monaco.
Mile High Corp., now putting the finishing
touches on the Mile High Drive-In,
lOO-car capacity theatre, at Deadwood, S. D.,
[mnoimced it is reserving enough space back
!)f the concession building for a 1,200-seat
;ndoor theatre, which will make it possible to
iperate either the drive-in or the indoor
[louse every day of the year.
'
Pete Bayes, Paramount regional publicity
nan announced his fourth child, a son, sevenjound
Gray, born at St. Luke's Hospital . . .
jATilliam Prass, freelance publicist, is handling
jhe campaigns for "Kiss Me Deadly" at the
ll'aramount here, and for the Utah, Salt Lake
iJity. He also arranged the schedule for
Starlets Marian Carr and Yvonne Doughty
luring their visit to the two cities . . . Robert
,3elig. Jack Felix and Tom Smiley are coi)hairmen
of the fund drive for the Korean
•'oundation.
On the day the story broke about the Cutter
x)lio vaccine, the Dimension Pictures and
lilealart office was an unusually busy place.
The building on Filmrow was previously occupied
by the Denver office of Cutter. Many
)f the visitors were doctors in their office
-oats . . . Philip Heil, recently manager of
he Valley, Fowler, Colo., has been made
nanager of the Golden, Golden, Colo. He
aicceeds Fay Boyd, who has taken a sixnonth's
leave of absence because of rheuiiatic
fever.
Ted Galanter, Metro district field publicity
Festive LA Premiere of 'Air Commond
Soars First Week Gross to 260
~~~^~~^~~ LOS ANGELES—A klieg-lighted, r
I
.®''*TB|^T^^^B1 studded premiere helped "Strateg.c
'
'^^^^""yi^^H Command" soar above its competito;s al
the local first run rialto. The aviation dr.n
hit an impressive 260 per cent in its openiu
stanza, while of the other newcomer bil!.",
the strongest were a dualer of "Man Without
a Star" with "The Big Tip Off" at 175
and "Conquest of Space" at 150.
(Averogc Is 100)
Beverly Canon Comillc (MGMl, reissue, 6th wk.. 75
Chinese—A Man Colled Peter (20th-Fox), 5th wk..l20
Downtown Poromount, Egyption The Eternal Seo
(Rep) '00
Fine Arts— Prince of Players (20th-Fox), 3rd wk.. 75
Doctor in the House (Rep), 6th wk...l05
^^^^^^^^^_ Four Stor
^A^^^^^^^M Fox Hollywood— Run tor Cover (Para); I Cover the
Underworld (Rep), 2nd wk 100
ox Wilshire The Purple Plain 'UA), 5th wk 50
F^g f~:;^^^^^^^^H Howaii Orpheum Conquest ot Space (Para)
.
. . . 1 50
^, ..
UJf S^^^^l Hillstreet—City Across the River U-l); Girls in
f~L^^^M the Niaht (U-l), reissues 90
Hollywood Poromount The End of the Aftoir
(Col), 3rd wk ,•. ,:
Pontaqes, State, Uptown Strange Lody in Town
°0
(WB)
Warners Beverly Sfroteaic Air Commond (Para). 260
Warners Downtown, Wiltern, Fox Vooue Mon
Without a Star 'U-H; The Biq Tip Off (AA). .175
» Warnprs Hollywood This Is Cineromo (Cineramo),^^
^
. 105th wk '00
^\. List' 1 "Peter' Leads in Slow
.* ^ M*Mj^ J Week at Frisco
SAN FRANCISCO—First run theatre business
did not fare too well last week, despite
the fact that there were only two holdover
houses. Top spot honors went to the third
week of "A Man Called Peter" and the opening
of "Strange Lady in Town" both rating
•
-miuivw^-Kva^mB^ ^" average 100.
'l TW '\^^ jtFS^lBn«F Fox—A Man Called Peter (20th-Fox); A Race
. -.-V/X-- -^
^*T'^SjP^WMi *or Life (LP\ 3rd wk •
,^ i
1 }'-W^ ^n Go'den Gate— Escape to Burma (RKO); The Steel
-
--it JIB- I caqe (UA)
Para-ount—Strange Lady in Town (WB); Pirates
CONVENTION PLANNERS — Three of TripoH^(Col) lOO
^ ^^^.
members of Tent 25's auxiliary plan social united" A rtilts^^nnopolis Story (AA); The' Big
events for the distaff side of Variety '? °" I^^',. j , , jMrMi' Vthwk'
'
Warf
90
e d Backboard Jungle (MGM), 5th wk. .. VU
-^-i 1 *4 '
II V*' •* •
' , ' ' °°
Clubs International's 19th Annual Convention
in Los Angeles this week. They
are (top photo), left to right; Mrs. 'Blackboard' Sets
M. J. E. McCarthy, Mrs. Morton W. Scott Denver Pace
and Mrs. W. H. Lollier. Below: Andrew DENVER—"The Blackboard Jungle" easUy
Alvarey (left) and Gary Penabler, memtopped
the town at the Orpheum with 210.
bers of the Variety Boys Club of Los
"East of Eden" did average busine.ss, as did
Angeles, also do their part to make the
"Strange Lady in Town."
convention successful by making minicentre—
Eost of Eden (WB) "0
ature barkers for the delegates. The club Denham—Run tor Cover (Porai. 2nd wk 85
.^. . .
is the pet charitable project of Tent 25.
.
'""
°^Sau;"irte;'''(°2"oth^-Fox)'""' '.'^.°.".''. .'^''.^. . . - 90
Monaco and Wadsworth dr!ve-ins Smoke Signol
(U-n- Connibnl Attack (Col) 100
Ornheum—The Blackboard Jungle (MGM);
man, was in for conferences with Frank Jen-
kins, field publicity man for the Rocky Moun- "^^ '
tain region. While here Galanter visited his
'
p JJ-S9^;l^,°,"^g;^^^J, i„ Town (WB)
brother Oscar who is office manager at Uni- 'Tungle' Is Huge 400
versal . . . Andrea Cleve, Yvonne White,
j^ Portland Liberty
Dorothy Van Dyke and Susan Ames were here
PORTLAND—"The Blackboard Jungle" led
for a couple of days from Hollywood whip-
Marvin Fox, John Ham-
boxoffices with 400.
ping up the campaign for the forthcoming
^^^^ ^j^^ manager, commented audiences at
"Son of Sinbad."
^j^g Liberty have been unusual in that week-
Theatre folks seen on FUmrow included end crowds were predominantly teenagers
Ross Campbell, Sheridan, Wyo.; Albert Petry. and adults during the week.
. .
Pagosa Springs; Larry Starsmore and Derald Broa^«-^7„Escaj.e^to^^Bur^a^^(_RKO).^^.^. ^.^.
.100
.
Hart, Colorado Springs: Eton Beers. Santa
Guild—Gir-ss siiooer (MGm\. 4th wk 150
Fe; Lionel Semon, Pueblo; George and Har- uterw-Th^e^^Bi^.^c^-boo^rd^ (mgm) ••• -"OO
old McCormick, Canon City; Neil Beezley. paramount—Garden 'ot Eden (FM). 2nd wk
wk...l90
ino
Burlington; Mr. and Mrs. Fred Hall, Akron; Parkros^-Doctor i n the House ( Rep), 5th
Delbert Stewart, Torrington, Wyo., and C. E.
McLaughlin, Las Animas.
Kevin McCarthy on Tour
Kevin McCarthy, starred in AA's "An An-
John Coakly has been given a term con- napolis Story," will make a personal appeartract
to head 20th-Pox's scenic department. ance tour in Baltimore and Philadelphia.
I o
50X0FFICE :
7, 1955
45

: May
II
i
/ AT DENVER'S
BONFILS MEMORIAL THEATRE
One of the first things seen by patrons is luxurious
Guhstan carpet. This deep-piled beauty cushions the
step, hushes the scuffle of first nite crowds. Ami. its
distinctive, modern design was especially created to
carry out the theme of the Bonfils Memorial Theatre,
home of the Denver Civic Theatre.
You, too, can have a Gulistan carpet especially
designed. Whether it be a bank, bar, theatre, hotel,
restaurant, apartment or store, Gulistan carpet makes a
beautiful background that attracts the public . . . helps
build a more successful business. See your Gulistan
dealer, or write tiie Contract Department.
I
MANUFACTURED ON POWER MACHINERY IN THE U. S. A. BY A. & M. KARAGHEUSIAN, INC., 295 FIFTH AVENUE, NEW YORK 16, N. Y.
46
BOXOFFICE :
7, 195

: May
. . Send
leo Bertolero, 63, Dies;
leaded Black Hills
,EAD. S. D— Leu Bfitolero, 63, president
he Black Hills Amusement Co., a native of
Uid, died in a Deadwood, S. D., hospital
a;er a very short illness. He died two days
aier being taken to the hospital.
iertolero started in the theatre business
H the early 20s when he bought the old
F-d Theatre, and was joined by Charles
I-^in of Deadwood, pre.sent vice-president
othe company. In May of 1923, with Leo
F-erson and Dan Roberts, both now dead,
t four formed the amusement company, a
csed corporation. Bertolero and Klein were
l»?r joined by Jolui Bertolero of Rapid City,
£D., a brother of Leo, who is now secretary,
/total of 13 theatres in three states now
r ke up the Black Hills Amusement Co.
Jertolero is survived by his wife, two sons.
brother and a foster brother. Funeral
s vices and burial were in Lead. Fred
iDwn, booker and buyer for the houses,
\'nt from Denver to attend the services.
ill
Members of Ascap's
^^estern Group Renamed
HOLLYWOOD — Incumbent members of
/:ap's West Coast committee were all reccted
at a recent meeting. They were
II Wolf Gilbert, who received 468 votes, the
1 gest number of votes as chairman of the
cnmittee, and Harry Warren. Dr. William
( ant Still, Leo Robin, Jimmy McHugh and
. mny Green.
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Pho WOodword 3-5510
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19 501 Woodward BIdg.
Detroit 26, Michigan
REPUBLICS ETERNAL SEA' HONORED—John H. Auer, associate producerdirector
of Republic's "The Eternal Sea," is shown receiving a plaque of appreciation
from the Long Beach Chamber of Commerce, where the film was lauded by Navy
officials. In the photo, left to right: Claude Kenner, United iVrtists city manager in
Long Beach; Auer; Capt. J. C. Woelfel, USN, commander of the Long Beach Naval Base,
and Clint Furrer, Chamber of Commerce director and chairman of the Armed Services
Commission. "The Eternal Sea" is based on the heroic life of Rear .Admiral John
M. Hoskins.
PORTLAND
TXTarren T. "Tilly" Withers, 58, salesman
at the Coliunbia office here who had
been a member of the film industry 35
years, died recently at his home here. He
had w-orked in virtually every exchange area
in the United States. He was born in Bryan,
Tex. and attended Northwestern University
and was graduated from Texas A&M.
Withers is survived by his wife Mary and
three sons, Warren, Charles and Robert.
Alfred Starr, executive chairman of Theatre
Owners of America, and George Gaughan,
field representative, both from Tennessee, are
expected here May 19 for a meeting of the
Oregon TOA, Al Foreman of United Theatres,
president, announced ... A surprise
preview of "The Seven Little Foys" was held
for the public and exhibitors at the Paramount
Theatre (2).
Gloria Jean, co-starring with Richard
Denning in Lippert's "Air Strike," was here
for a series of appearances. The picture
opened Tuesday (3) at the Paramount with
"Mambo."
John D. Peterson, Modern Theatre Supply
branch manager for five years, has purchased
the Interstate Theatre Equipment Co. at 1923
NW Kearney St. from Frank Becher, who
retired after 32 years in the business. Peterson
is from Wisconsin.
United Artists will film "The Indian
Fighters" in the Benham falls area of the
Deschutes river ten miles south of Bend.
Andre DeToth will direct the production with
Kirk Douglas as the star. A company of
more than 100 is scheduled to start filming
May 23. More than 100 Warm Springs
Indians will be seen in the picture and more
than 300 horses will be supplied by mid-
Oregon rangemen with the Rim Rock Riders
of Bend in charge. Bend is about 150 miles
east of Portland.
Bay Gilbert, Hollywood songwriter whose
tunes have been featured in several films,
brought Joe Gaudio to Portland for the
tenor's night spot debut at Amato's Supper
Club here. Gaudio appears in MGM's "Interrupted
Melody" in the role of Sampson.
Gilbert says his daughter Joanne, singer w'ho
recently closed an engagement at the
Waldorf-Astoria in New York, was negotiating
for a role in the western to be filmed
near Bend.
-^AST. 7:^JI3T£^.v7fASr£ST S£RVIC£ I
/SPECIAL
VTRAIIEHB
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liiilililllllilttiilii
125 HYDE ST. SAN FRANCISCO (2), CALIF.
Gerald L. Karski... . President
WE CAN SELL YOUR THEATRE
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THEATRE SALES DIVISION
CALL- IRV BOWRON -vvwrf
Ph. PR. 4-J27S KE. 1374
274S-S.E. •2nd Portland 46. On.
I XOFFICE :
7, 1955 47

,
'
SAN FRANCISCO
The Golden Gate Theatre is preparing for
the opening of "Davy Crockett" June 22,
the first week school is out. According to
Mark Ailing, manager, the promotions
planned will be quite effective . Lo Jones,
. .
Western Theatrical Equipment floor man,
is resigning his post after many years to
go into resort business at the Russian River.
He invites all his many friends on FUmrow
to come up to his restaurant and store and,
incidentally, enjoy the fishing. John Sullivan
is taking over as floor man at WTE.
7

i
named.
; quite
1 wood
'
f
'
which
•
addition
^
been
'
man,"
'
lege.
I
:
'^ 33 INDUSTRY PROFILE
Ben Adams Started
As Filmrow Cashier
EL DORADO, KAS.—Ben Adams,
who owns the Roxy Theatre and the
Star-Vu Drive-In, started propitiously
m the industry by handling money.
He was assistant cashier for Universal
for 18 months in Dallas. Prom there
went to Memphis as cashier for the
lie
old First National organization and
moved on to St. Louis after several
years as first cashier in the exchange
nifice there.
First National merged with Warner
Bios, and Adams stayed on for about
lue yeai's, then came to Kansas City
i^ a salesman for the company. This
was around 1936 and in 1939, Adams
teamed up with Gus Diamond and
T W. Dickson and built the Roxy
That was the year "Dodge City" was
released by Warners and its premiere
was held in the town for which it was
Adams and Jay Wooten headed
the premiere arrangements and put on
a show, making even the HoUycontingent
sit up and take notice
In 1941, Adams gave up his salesman
job. moved to town and took charge of
the Roxy operation. In addition to
building the Star-Vu Drive-In here,
five years ago Wooten and Adams built
the Great Western Drive-In at Liberal,
they stUl operate. Three years
ago they also took over the Trail at
Nevada, Mo., but the past year they
sold this to their manager, Komp
Jarrett. At the present time, Adams
interested in the Wanee Theatre and
is
Wanee Drive-In at Kewanee, 111., in
to the two here and the one
at Liberal.
Adams is married and has a daughter
Sandra Sue. Mrs. Adams has always
what he terms his "right-hand
but Sandra Sue is away at col-
From his years of experience in
several phases of theatre business,
Adams recently expressed these opinion.s
"Business Is showing some signs of
leveling off. Patronage is improving
because there has been a great improvement
in the quality of pictures
in the last 12 months. A good picture
has always done good business."
Bill
Allison Joins NTS
Kansas City Sales Force
KANSAS CITY—W. M. Allison, former
sales engineer for the Oklahoma City
_ branch office of
National Theatre Supply,
joined the Kansas
City branch sales
force on April 15. In
announcing Allison '.s
appointment, Arthur
de Stef ano, branch
manager, said thi.s
territory has been realigned
to improve
service, particularly to
southern and western
Kansas exhibitors.
This is the territory
to which Allison has been initially a.ssigned.
He was born in Leadville, Colo., was educated
in Denver and began his motion picture
career in 1931 as a film salesman for
MGM in the Wyoming territory. After his
discharge from the navy in World War II,
he joined NTS in Oklahoma City. For the
past three and a half years he has been
city manager of the J. C. Parker Theatres
in DaUiart, Tex., specializing in exploitation
for the two indoor theatres as well as
the drive-in.
Allison's married daughter lives in Texas
and his wife and younger daughter. Sue.
will remain in Dalhart until the end of the
current school term, after which they will
join him in Kansas City. A farewell dinner
was given him by the Dalhart Rotary Club
of which he was secretary-treasurer. His
theatre staff presented him a handsome
portfolio.
The NTS Kansas City branch is in the
western district under the supervision of
Lloyd C. Ownbey, vice-president, who assisted
in making the an-angements for Allison
to rejoin National.
Springfield Optimists
Hear COMPO Director
SPRINGFIELD, ILL.—Speaking before the
Springfield Optimist Club, Ray G. Colvin,
member of the board of directors of the
Council of Motion Picture Organizations,
emphasized the impact that closing of
motion picture theatres has on general business
in communities.
Citing findings of various studies in
Illinois and Iowa communities, he showed a
definite relation between the presence or
lack of motion picture theatres and the
general retail business in the cities.
Colvin defended the motion picture industry
against criticisms leveled at it and
predicted that it was a part of American
life that was here to stay, despite predictions
to the contrary. He urged the businessmen
present to take another look at the industry
to see how it fits into the pattern of community
life for both business and recreational
activities.
Harold Owen Opens Airer
MANSFIELD, MO.—Harold Owen has
opened the 250-car Owen's Open Air Theatre
on Highway 5 two miles north of here. Owen's
father operates the Owen Theatre and the
Owen Drive-In in Seymour. The latter has
started its fourth season.
Xhenny' Celebrates
30 Years in Theatres
BETHANY. MO.— F.
F. Chenoweth. di.-.Lrict
manager for Kerr Theatres, which operates
in this section of Missouri and Iowa, rc-
CHENNY'S CELEBRATING-
30 YEARS of SHOW BUSINESS!!
RELAX! THERE'S MORE FUN AT THE MOVIBSI
cently celebrated his 30th year in the show
business by featuring Manager's Week, during
which he admitted free every 30th person
entering the Noll Theatre and every 30th
car arriving at the Frontier Drive-In.
A five-column ad in the local RepubUcan-
Clipper heralded the anniversary with
"Chenny's Celebrating 30 Years of Show
Business."
Copy related that he started his career as
a rewind boy in the booth of the Dixie Theatre
in Lintieus, Mo., at the age of 14. He
became projectionist there when in high
school. After college he worked for Central
States Theatres at Burlington. Iowa, then
managed the Rigney at Albany. Mo., for four
years before joining Kerr Theatres.
He came to Bethany in 1937, and with the
exception of time spent in military service
and a short time thereafter at the Ken-
Palace in Vinton, Iowa, he had been here
ever since.
Closes at Ashland, 111.
ASHLAND, ILL.—The 200-seat Ashland
Theatre was closed by owner Ai'thur Samore,
who said that any reopening depends on
several major factors, including general
economic conditions.
COODTRAlLEb^
IN POUBLB-
QOICKTIME.
1327 S. WABASH
CHICAGO S, ILL.
630 NINTH AVENUE
NEW YORK 36, N.Y.
ORDER YOUR NEXT
SPECIAL
TRAILER
WITH CONFIDENCE
FROM
GOOD OLD DEPENDABLE
2^2^^
iXOFFICE :: May 7, 1955 49

I
using
. . . Stanley
. . New
CHICAGO
Cam Levinsohn, head of the Chicago Used
Chair Mart, returned with an extra spring
in his step following a rest at Hot Springs,
Ark., and immediately started work on replacing
chairs in the 2,000-seat State Theatre.
A couple of weeks ago, his company
completed a reseating job at the Gopher in
Minneapolis . . . Phil Higgins, recently appointed
manager at the Halfield, has been
transferred to the Harper. He takes over for
Tony Steuever, who is spending the summer
RESEAT OR RENOVATE
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Stock—7.200 Plywood Chairs— Like New
750 Spring Upho.stered Chairs
HEYWOOD-WAKEFIELD SEATING
20356 GRAND RIVER
DETROIT,
MICHIGAN
KENWOOD 3-B740
CANDY - POPCORN
- SEASONING -
For Theatres and Drive-Ins
Distributors
of
LORRAINE CARBONS
MISSION ORANGE
Send for Price List
Freight Prepaid on $100.00 or More
KAYLINE CANDY CO.
1220 S. Michigan Avenue Chicago 5, III.
on his farm at BrownviUe. Meanwhile, the
Halfield will operate under the supervision
of Marty O'Brien.
Kurt Voss is now assisting Dick Pitts at
Filmack in handling advertising and publicity
affairs ... Ed Safier joined Buena
Wally Dorf of the same organization
Vista . . .
started out on the territory ... Ed
Harris, manager of the Shakespeare, is experimenting
with programs slanted for children
during the week. This will be in addition
to the regular weekend features, which
Ethel Buccieri of
are a proven success . . .
Pilmack returned from a holiday in Hot
Springs, while Shari Thau started out on a
vacation jaunt.
. . . Charlotte
Jack Kirsch, president of Illinois Allied,
reports that the Alger circuit has joined the
association . . . Another recent membership
addition is the Starview Outdoor at Elgin,
owned by John H. Reckas
Pi-eedman of U-I left for a vacation in California
. . . Filmrow visitors were Wright
Catlow, Barrington; Russell Lamb, Oregon
Theatre, Oregon, and Gus Constan and Lou
Ingram, the Avon Theatre, Decatur.
George Yonan has joined Filmack as assistant
to Lou Kravitz in connection with the
company's television sales. "Vonan formerly
was with the Mutual and American broadcasting
circuits ... A. Teitel Film Co. has
acquii-ed the distribution of "Court Martial"
for Chicago, Milwaukee and Indianapolis
Lesritz, formerly at the Commercial
Theatre, took over managership of the
Esquire Theatre. Al Holec, who has been
manager for several years, is trying his hand
at managing a restaurant in Phoenix.
James Jovan, president of the Globe Film
Co. and Monroe Theatre Co., will leave May
15 for a tour of London, Paris, Rome, Athens,
Istanbul, Israel, Cairo and Madrid, where
he will check on motion picture production
and distribution. He will be accompanied by
his son Constantine . B&K manager-
ial changes include James Currant at tjj
Crystal, Ed Conrad at the Will Rogers,
M. Metzner at the Howard .
. . Nor
Pyle, MGM publicist here, outlined his cod
pany's services at a TOA meeting held
j
Peoria.
i
Charles Teitel, left for Port Wayne to opjl
an art house for Quimby Theatres . . . Bu'j
ness hummed at the Chicago Theatre, whil
an autographing party was held in the lobli]
with Eddie Fontaine and the Chuckles sigli
ing copies of their recordings. The gro) 1
headlined the stage revue, with "Kiss ll
Deadly" as the feature film presentationli
J. Nassos, who recently took over the ma}
agement of the newly remodeled Vision Ti:,
atre, is preparing a program to be levell
for children and teenagers . . Joseph Ma;
.
and Lou Kravitz of Pilmack plan to atte;
the Iowa-Nebraska theatre owners sessici
in Des Moines.
"Cinerama Holiday" will open at Eitf;
Palace June 15. Douglas Helgeson, managi;
director of the Chicago Cinerama Coii
reports that 1,750,000 people have seen "TS
Is Cinerama" since its opening at the Pal^!
on July 29, 1953. Boxoffice grosses to dit
total 3V2 million dollars. The opening \
"Cinerama Holiday" will be a benefit givk
by Otto K. Eitel for the Peacock Camp :|
Crippled Children.
Herb EUisburg, manager at the PiccadiS,
is losing three of his staffers at the sai^
time. Holson Torgeson is being transfenl
back to Germany by the Fifth Army, Jan;,
Swanson is leaving to go to Glendale, Caj'
fornia and Bill Miller is returning to Lyi|,
The Carnegie Theai'
Massachusetts . . .
has been adding to its prestige because
f(
the lineup of art work being exhibited f
local artists. Manager Davis Barrett is bus
engaged handling on-the-spot sales. Priif
received for the paintings are turned ov!
to the artist, with no commission held ^
the theatre . . . Wayne A. Langston resigrj^
from Sarra, Inc., and is now associated w.ji
George Ryan Films, Inc., of Mimieapolis*
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theotres (at only $1,536) to 1, 3 and 4 track sound
systems for indoor theatres (at $2,040 ond up).
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superior Oyno-Lite Wide Screens are giving complete
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Everything in Theatre
Equipment and Supplies
Abbott Theatre Equipment Co. Inc.
1311 South Wabash Ave. Chicago, Illinois
Completes Winter Repaiii
HOUSTON, MO.—Mr. and Mrs. Dick Fisfr
were not idle last winter while their Sunjt.
Drive-In was closed. They cleared shorts al
open circuits out of their underground Wr
ing, completely reconditioned the sound ajii
projection equipment, checked and repaii^(
in-car speakers and replaced with new spei'r'
ers when necessary, painted posts and fenc-t,'
widened and added to sidewalks and briglj-:
ened up the restrooms. The snack bar rei
brought up to date, the screen tower vp
painted and new lenses installed to perr*f
a larger picture. A new Simplex sound s;h<
tem has been ordered, as well as a moddi;
marquee sign with changeable letters.
Reduces Admission for C£
CRYSTAL CITY, MO.—Giving the put:
more for less money is the policy of t"
Crystal Hi-Way Theatre. Recently it vp
completely equipped for presenting Cinenr>i
Scope productions, changing to an R'i
curved widescreen and to new sound equ;
ment. For this patrons now only have to ff
50 cents, a reduction in admission. Manajr
H. E. Miller says it is the only theatre i
Jefferson County presenting CS with sterc
phonic sound.
j
50 BOXOFFICE May 7, liS

j
Loew's
'
Doctor
—
——
—
iction Features Pace
(hicago Grosses
;HICAG0—Films promising excitement
a3 intrigue held the boxoffice spotlight.
lis included "Conquest of Space" plus
•limberjack" at the Roosevelt, "Lover's Lane
Bndit" plus "Cell 2455, Death Row" at the
Qand. "Kiss Me Deadly" at the Chicago,
fti "Violent Saturday" at the Oriental,
nhree Cases of Murder" also incited interest
flthe Esquire Theatre. Most holdovers exll'ienced
a drop.
f
,i^qic
The LifHe Kidnoppers (UA), 2nd wk.. .160
Kiss Me Dcodly (UA), plus stage revue. 210
The Fiqhting Pimpernel (Corroll) 180
oce
This Is Cinerama (Cineroma), 92nd
200
Three Coses of Murder (Ass'd Artists) 210
Cell 2455, Deoth Row (Col) 215
The Gloss Slipper (MGM), 4th wk 180
I. ,K Hit the Deck (MGM); The Big Tip-Off
AA), 4th wk 195
finroe To Poris With Love (Continental) 4th
1/k 200
(.ntal— Violent Saturday (20th-Fox) 215
. :t -Corquest of Space (Poro); Timberjock
:nd wk 210
.1 e— Eost of Eden (WB), 4th wk 175
in the House (Reo), 2nd wk 1 70
( tod Artists—The Country Girl (Para), 11th wk. 185
Jods—Mon Without a Star (U-l), 3rd wk 200
VId Ployhoues A Love Story (Gibraltar), 2nd
',k 175
Jgfeld— Verginita (IFE), 2nd wk 180
';ter' Stays at Orpheum
lir Its Fourth Week
XANSAS CITY—Night ballgames of the
,;hletics play is not affecting the art houses
iich but other exhibitors, includnig drive-in
Aerators, admit theii' business is being hurt
••len the A's are in town. "A Man Called
tter" played its fourth week at the Orpheum
average business in spite of also playing
j
I the Fairway and Granada the past week.
'lis cut the Orpheum's business on Saturday
id Sunday but did not affect the Monday
t'jss. It was held at the Orpheum only,
"trange Lady in Town" was scheduled for
necond week at the Paramount.
I'n-The Gome of Love (Times Films), 2nd wk. . .200
no The Gloss Slipper (MGM), 4th wk 1 75
idland—Davy Crockett, Indian Scout (UA);
'Iroquois Trail (UA), reissues 80
.isouri—East of Eden (WB), 3rd wk.; Gog (UA),
:2nd wk 65
oheum—A Man Called Peter (20th-Fox), 4th
Ivk 100
'omount Stronge Lady in Town (WB) 120
i

. . . and
ST.
LOUIS
•The MITO film rentals committee, with
Loren Cluster, chairman, presiding, met
Monday (2) to consider replies received in
response to the questionnaire recently sent
theatre owners by the organization . . . Myra
Stroud, MITO managing secretary, and Kenneth
Herth of Pacific, a member of the board
. . .
of directors, visited RoUa and Lebanon, in
connection with the current membership
Members of Colosseum Loge 19 are
drive . . .
scheduled to meet at 1:30 p.m. on Saturday,
The
May 21, in the Melbourne Hotel
mother of Bob Lightfoot, Allied Artists salesman,
died at Oklahoma City. Mrs. Lightfoot,
who was 75, had been in poor health
for some time. She is also survived by two
other sons.
The recent Amusement Employes Welfare
pnind benefit proved very successful. Gross
RiO SYRUP CO.
I
r
I
I
^ NEW home!
Visit our new factory
and showrooms.
180406 S. JEFFERSON
ST. LOUIS 4, MO.
Same Phone
!
Numbers PR 2-4615
Same Good Concession Service
bandy to Film Row, too.
EVERYTHING
FOR THE THEATRE
St. Louis Theatre Supply Company
Arch Hosier
3310 Olive Street, St. Louis 3, Mo.
Telephone JE 3-7974, JE 3-7975
"SELECT" FOUNTAIN SYRUPS
DRINK DISPENSERS
Select Drink Inc.
4210 W. Florissant Ave.
St. Louis, IS, Mo.
HANDY
Phone
Evergreen 5-5935
receipts were $976 and expenses $288.23,
leaving a net of $687.77. The fund now has
a working balance of $1,542.57 . . WUliam
.
C. Earle jr and Harry Hoff of National Theatre
Supply and their wives returned from
New Orleans where they spent several days
as guests of the company. They were joined
there by four other couples, who also were
winners in a sales campaign conducted earlier
in the year.
Bill Emas of the U-I office staff is the
Joe W. Newsham
father of a baby girl . . .
with St. Louis Theatre Supply, is also the
Loew's State will
father of a baby girl . . .
show the closed circuit telecast of the Marciano-Cockell
championship heavyweight
fight May 16. General admission will be
$3.50, and loges $4, both including federal and
state taxes.
Paul L. Knieger, Fred Wehrenberg Theatres
president, had a lot of fun as he toured
the downtown section accompanied by Arthur
K. Atkinson, Wabash Railroad president,
aboard the kiddy train of the circuit's
South Twin-Drive-In. The train is
modeled after the Wabash's crack Blue Bird,
that travels between here and Chicago daily.
Krueger and Atkinson, in engineer's regalia,
were in the drivers' seats. It was a fine bit
of showmanship and attracted much attention.
The South Twin had a grand opening
program on both Friday (29) and Saturday
to celebrate the completion of its playground
and other facilities.
National Theatre Supply is providing a 40-
foot cafeteria-style concessions bar at the
new 500-car drive-in north of Marion, that
will be owned and operated by Stewart Cluster
of Johnston City. It is due to open about
Harry Wald was the winner
June 15 . . .
and Ben Mandel runner-up at the Variety
Club's recent first annual gin rummy tourney.
Tom M. Londoff, one-time manager of the
old Palm Theatre, has been elected the silver
anniversary year president of the North St.
Louis Real Estate Salesmen's
Pete Martin, manager of the
Ass'n .
Fanchon
.
&
.
Marco Richmond Theatre, Richmond Heights,
has made Bob Goddard's Snappy Dressers in
Our Town list in the St. Louis Globe-Democrat
Greta Garbo's "Camille" has been
. . . revived at the Pageant Theatre.
Exhibitors seen along Filmrow included

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DXOFFICE :
7. 1956 53

. .
. .
. . . Jay
. . Les
. . Peggy
. . Nat
. .
. . . Don
. . The
. . Eddie
. . Gus
. . Current
. . Amy
: May
'
KANSAS CITY
T>uss Bovim, western division manager for
Loew's Theatres witli headquarters in
St. Louis, is here managing the Midland while
Maurice Druker is on
vacation. Druker and
wife are making an extended
trip to the west
coast. They went by
the northern route and
will return by the
southern, stopping at
scenic points along the
way. Bovim, who managed
the Midland in
the late 40s, is renewing
old acquaintances
Russ Bovim
while in town .
Bernie Evens, MGM
exploiteer, reports a gratifying amount of
publicity in Wichita on "The Prodigal." They
had two good newspaper breaks, TV and
radio spots, and a supermarket's display
of the Wheel of Fortune. He was also pleased
to report that the Wichita Eagle is using a
serialization of "The Blackboard Jungle."
Ralph Morrow jr., now a private pilot for
the Anchor-Hocking Glass Co. of Lancaster,
Ohio, flew in for a weekend visit with his
parents, Ralph Morrow sr., city salesman
for Universal, and Mrs. Morrow. Ralph jr.
was formerly a salesman for 20th-5'ox and
a booker for U-I. The elder Morrows spent
Easter in Quincy, III., where they got acquainted
with then- new granddaughter .
Mrs. EUeen Puhr, secretary to Larry Klein,
office manager at Universal, is on a twoweek
vacation celebrating her husband's return
from two years with the armed forces.
Jesse Clinich, assistant to the general sales
manager in the Buena Vista New York office,
and Tommy McMahon from the Salt Lake
office were in Kansas City conferring with
Tommy Thompson, local representative . . .
Nemo Batrick accompanied Nick Sonday,
Satisfaction — Always
MISSOURI
THEATRE SUPPLY COMPANY
L. I. KIMBRIEL. Manager
Phone Ballimoie 3070
115 W. 18lh Kansas City 8. Mo.
COMPLETE LINE OF CONCESSIONS
EQUIPMENT AND SUPPLIES
PDCHT MPKDM
STAGE EQUIPMENT COMPANY
aUiiim ULUiLim,
general manager for Consolidated Agencies,
on a trip to Wichita . . . Lydia Welborn,
bookkeeper at National Screen Service, was
hit by drunken drivers at 18th and Troost,
with considerable damage done to her car
and her nervous system.
The Motion Picture Ass'n of Greater Kansas
City has announced its annual spring
dinner dance for Monday (23) at the Tomahawk
Country Club. The affair is limited to
members and their guests but visiting home
office or exchange personnel from out of town
will be welcomed. Harry Gaffney of Dixie
Enterprises and Ralph Amacher of United
Artists are co-chairmen . Hechtman
says their business barometer at Capitol Flag
& Banner Co. now points to MGM's "The
Prodigal." He and Mrs. Hechtman will attend
Parents Day at Columbia, Mo., where
their son Elliott is a student at Missouri University.
Paramount's short subject department head,
Oscar Morgan, conferred with Manager Harry
Hamburg and others . Bills, secretary
to IFE division Manager Glenn Fannin,
was up from Dallas to help Ralph Gregory
set up the district office routine . . . Barry
Bernard, RKO publicity representative operating
out of Dallas office, was here several
days setting up tieups for the "Harem Beauties"
exploiting "Son of Sinbad." While in
Kansas City they made personal appearances
on KCMO-TV, modeled swimsuits at the
Jones Store and selected Pontiac convertibles
furnished by Smilin' Sam Schwartz to ride
around the town. Smilin' Sam carried a display
ad showing the girls in harem costumes.
Missouri Theatre Supply has sold complete
drive-in theatre equipment to Jay Wooten
for his new South Hutch Drive-In at Hutchinson,
Kas. This will have a capacity for 650
cars and should open around June 15 .
Norris Cresswell, manager of the Aladdin
Theatre, reports remodeling which included
new front doors and moving the boxoffice
out front. Mrs. Alys Ameno, owner of the
Aladdin who lives at Pittsburg, Kas., has
been in town. Mrs. Ameno is also part
owner of the A&A Electric Co. of Kansas
City and Pittsburg which sells theatre
equipment. Cresswell also reported finding
of a partial plate, two teeth on platinum, at
the Aladdin and about which no one has yet
inquired.
Jerry and Mrs. Dralie of the Drake Theatre
at Bolivar, Mo., visited their son Jerry
jr., who is employed in the A. V. Cauger
Service Co. production department. The
Drakes had just returned from a trip to
Tulsa to visit their daughter. On the way
to Tulsa, they stopped off to see Glenn Caldwell
at Aurora, Mo. . Groves of Macon,
general sales manager for the Cauger Co..
and Glenn Boner, salesman for central Illinois,
visited the home office In Independence
. . . Mrs. Mildred Mccormick's Kar-Vue
Drive-In at Reeds Springs, Mo., has been
equipped for Cinemascope pictures.
Columbia Division Manager Ben Marcus
attended the annual meeting of the Allied
Independent Theatre Owners of Iowa and
Nebraska at the Hotel Savery in Des Moines
Reed is the new assistant shipper
at Columbia, replacing Bob Cloghley who is
now booking at Paramount . . . Nancy Leavell.
secretary to office Manager William Jeffries,
T
has resigned as of May 20 to marry Jli'
Price, radio announcer on KFEE at Ottum
wa, Iowa. The marriage will take place Ma
29 in the Rosedale Christian Church. Lil
Numaro, clerk, will replace Miss Leavell.
Exhibitors seen recently on Pilmrow in

! Crest
t
. . Bob
. . Syd
. . The
. . The
. . Foster
. .
i the golfer's highest ambition and made
lole-in-one recently at Santa Fe Hills
Guy Bloom's Rex Theatre at Nevada, Mo.,
i Ai't Pugh's Empress at Fort Scott, Kas.,
]
among the latest theatres to equip for
:iemaScope.
.
Jretchen Brown was back on the job taking
tation for Clarence Schultz, president of
nsolidated Agencies, after recovering from
gery Collier, manager of the
ico Drive-In, walked the corridors at St.
ry's Hospital recently where his third
1 was born . Levy, National Screen
vice salesman, traveled to Los Angeles
a two-week vacation which took in the
riety Club convention. Salesman Jack
nningham has sold Ti-avel-Ad frames to
Drive-In and the Fredonia (Kas.)
[ive-In. They are fastened to the top of the
: to exploit pictures. Kenny Clark, head
(pper, returned from a two-week vacation
1 Louisiana.
im Witcher, MGM office manager, had a
tjy time Sunday recently. His daughter
J thy was confii-med and his young son John
Ivid was baptized. A buffet dinner for relates
was served that evening to celebrate
t! occasion . . . Bud Truog, office manager
B United Ai-tists' exchange, and wife left
a vacation to New Orleans and other
pees Bob Strowig reported his brother
Olvin became father of a baby daughter
RKO's short subject, "Taming the
rently . . .
(hppler," is being released at a very good
tie with the Salk report on polio vaccine
in the news.
rjich
BOWLING
jCANSAS CITY—The final standing of the
B.'n's Bowling League left the Shreve team
^ the winner of the trophy. Members of
t'' team were: Roger Zirfas, Joe Bondank,
iinny Long, Raymond McKitrick and
Iger Leaton. The final score:
.'eom Won Lost Team Won Lost
.reve's .82 42 Dixie 6SiA581/j
ppers 73 51 Mode O'DoySl'/j 72*^
mrow ?? 67 57 Jones Boys. 48 76
onlev 651/2 SSVz United Film .43i/j 8OV2
'he Women's League has two more weeks
go.
bopens at Neoga, 111.
JEOGA, ILL.—The Neoga Theatre, closed
see March 26, has been reopened by Kermit
/ Bushur, under an arrangement worked
t
with a number of local merchants.
THE'AVTRE EQUIPMENT
442 N. ILLINOIS ST., INDIANAPOLIS, IND.
"Everything for the Theatre"
SELBYp^ SCREEN TOWERS
SELBY INDUSTRIES, INC.
1350 Ghent Hills Rd. Akron 13, Ohio
Montrose (through Medino, Ohio) 6-7211
EASY SIGNING—Evhibitors in thr M(;:\I office at Kansas City the other day
found the task of signing for "The Trodigal" quite pleasant since the salesmen were
the three pretty starlets who arc on tour for the film. The scene in left photo took
place in Manager William Gaddoni's office. Left to right: Harley Fryer, Plaza, Lamar,
Mo.; Gaddoni; Jolene Brand, starlet; Ernest Block, Civic, Sabetha, Kas.; Joan Patti
and Darlene Engle, starlets, and Harry Hixon, Orpheum, Atchison, Kas. In right
photo, Mrs. Marie Wilhemi, Norborne (Mo.) Theatre, obtains autograph of Miss Engle.
INDIANAPOLIS
pob Conn, 20th-Fox manager here, has been
appointed central division leader for the
company's Clean Sweep Drive May 15 through
22. He went to Cincinnati Monday (2) for a
meeting, accompanied by T. O. McCleaster,
20th-Fox
.
central division manager .
drive locally will honor salesman K. L. Dotterer,
a veteran of 35 years service with the
fii-m local Colosseum loge will hold
its annual dinner dance at the Marott Hotel
May 14.
Marc J. Wolf, 'Variety International main
guy, went to the Los Angeles convention,
stopping at Las "Vegas on the way . . . Bea
Wolf spoke on Variety's philanthropic work
before a meeting of the Indiana Council
of Women, arranged by Indianapolis
Screen Council members . Gauker,
MGM manager, was his own shipper temporarily,
when head shipper Carlos Hill
reported ill and the assistant quit. Help finally
arrived from Cincinnati . . .
Syndicate
Theatres has closed the Mode at Columbus
and Vogue at Elwood, claiming shortage of
product. Both had stereo sound and wide
screens. The circuit has other houses in these
towns.
.
.
Beverly Cain has bought the Palace at
Owensboro, Ky., from M. E. Stevenson
George L. Marks is the new owner of the
Gaston at Gaston, formerly held by J. P.
Janney . . Christina Burnett reports she
will reopen the Idaho at Terre Haute, operated
by Y&W for the past five years . . .
Charles Mailers has sold the Roxy at Bluffton
to a photographer, who will convert it into
Other closings include the
a studio . . .
Palace, Fairmount, owned by Richard Cosby:
Amuse-U, Jasonville, Bill Passen; Maumee,
Fort Wayne, R. T. Fisher, and the Pixie,
Indianapolis, J. B. Sconce.
. . . Keith
Mr. and Mrs. Paul Love, new owners of the
Star-Lite Drive-In at Shelburn, held their
grand opening with a free show
Lee, manager of the Terre Haute Drive-In,
reported thieves raided his concession stand,
taking 12 cartons of cigarets and ten pounds
of hamburger.
Lilliane Montevecci, ballet star, will be
headlined with Cyd Charisse in MGM's
"Week-End at Las Vegas."
Bob Hicks to the Landers
Replacing Dick Powell
SPRINGFIELD, MO.—Fox Midwest city
Manager George Hunter has transferred Bob
Hicks from the Kickapoo Theatre to managing
the Landers. Dick Powell resigned as
manager at the Landers to go into business
for himself.
Reopens at Dupo, 111.
DUPO, ILL.—The 300-seat Dupo Theatre
has reopened under new owner Marvin Stott,
who took over the house April 24.
RCA IN-CAR
SPEAKERS
^NEW LAMPS
and POWER
EQUIPMENT
A
MID-WEST THEATRE
SUPPLY CO., INC.
Cincinnati,
Ohio
INDIANA REPRESENTATIVE
ED N. HOWE
326 Arcadia Court
Ft. Wayne, Indiana
Kenmore 5180
EXOFFICE :; May 7, 1955
55

—
Thanks to the thrift of employed Americans and
the cooperation of 45,000 companies which have
enrolled
more than 8,000,000 men and women in
the PayroU Savmgs Plan
• Sales of E and H Bonds (H Bond is the current-income
companion piece of the E Bond, sold only to individuals
and purchased in larger denominations by executives) in
1954 totaled $4.9 billion, a new peacetime record.
• Sales in 1954 exceeded all redemptions in that year of
matured E Bonds and unmatured E and H Bonds by more
than $400 million— the highest net amount since 1949.
• Cash value of E and H Bonds outstanding reached a new
record high of $38.2 billion, a gain of $1.5 billion in 1954.
• This $38.2 billion cash holding by individuals represents
14% of the national debt. Never before has the national
debt of our country been so widely held.
These figures, far more effectively than mere words,
tell the story of The Payroll Savings Plan—why it
is good for America, why it is good for business. If
you do not have the Plan, or if you have the Plan
and your employee percentage is less than 50%,
phone, wire or write to Savings Bond Division,
U. S. Treasury Department, Washington, D. C.
,The United States Government does not pay for this advertising. The Treasury Department
thanks, for their patriotic donation, the Advertising Council and
BOXOFFICE
56 BOXOFFICE May 7, vH

I at
I
111
f
lien Hall Optimistic
h Arkansas ITO Talk
JTTLE ROCK -CU'ii Hall. Cas.svillf, Mo..
ii the principal speakers at the Arkansas
invention here this week, declared that
:s being gi-adually shoved out of the
mliiw. Speaking on "Successful Small-
.\ 11 Operation," Hall said that he was
.i.inistic over business in the future.
High cost of lenses and high film rentals,
Slid, were taking the extra profit exhibiiiought
would be made when taxes were
.1 off by the government.
II. ill said that a small-town operation
i.s entirely different from a large city
nation, that arbitration on rentals was
rosary in nearly all instances and that
per cent usually was not enough. He
litcl that if a small-town theatre were
1! like a big chain, it would be broke in
(la.vs. His best year, he said was 1952.
Hall continued that he used to be able to
.11 the doors and tell every day within two
tliit-e dollars what the gross would be, but
t any more.
The question and answer forum brought out
veral stunts for drive-in operation, such as
.iiig away a fishing car and jalopy night.
K. King, Searcy, told of buying a pony
,th saddle and bridle in the spring and
l^ing it away in October.
Ed Martin, who had previously been named
receive a certificate signed by Gov. Orval
iibu.-, making him an official Ai-kansas
aveler, was presented this award by Orville
iieney, representing the governor.
In discussion of concessions, one exhibitor
id that selling dill pickles at ten cents each
d also helped Increase the sale of popcorn.
5ks High Court Review
)n Order for New Trial
WASHINGTON — The operators of the
eenville. Miss., Center Theatre recently
3uested the Supreme Court to review an
der for a new trial in their antitrust suit
ainst the major distributors, Republic and
iramount-Richards Theatres.
The appeals court ordered the new trial
cause influence had allegedly been brought
bear on the jurors, who decided in favor
the exhibitors, and because the judge inucted
the jury in a manner prejudicial to
e distributors. Partner-exhibitors Joe
jplebaum and Bertram Simms told the
ipreme Court that the appeals court had
red in ordering the new trial on these
ounds.
jThe distributors responded to the effect
they were entitled to a new trial and
l-ed some details of the operation of the
eatre in support of their contention that the
eatre's financial difficulties were not from
ongful treatment by the distributors. They
id that the plaintiffs began issuing rubber
ecks while the theatre was still being built,
ten paid the distributors rental with wortha
checks, and eventually became liable for
linquent income and admission taxes.
lyde Cole Transferred
PANAMA CITY. FLA.-Clyde Cole, foririy
of Phenix. Ala., is new manager of
e Panama Theatre. He managed two Mar-
1 theatres in Columbus, Ga., before being
insferred here.
James Carbery Elected
Arkansas ITO President
K. K. King:
LITTLE ROCK — Independent Theatre
Owners of Arkansas elected James Carbery
of Little Rock president
for the new year
in their convention
here this week. K. K.
King, Searcy, former
president, was named
chairman of the board.
Other office rs
elected were: Secretary-treasurer,
Fred
Brown, Port Smith;
assistant s e c r e-
tary-treasurer, Nona
White, Little Rock;
district vice-presidents.
Orris Collins, Paragould; Bill Headstream,
Batesville; E. W. Savage, Booneville; Charles
Revey, Stephens; Roy Cochran, North Little
Rock, and Sidney Wharton, Warren.
Directors: Terry Axley, England; M. S.
McCord, North Little Rock; Bartus Gray,
Jacksonville; Jimmy Wren, Mena; Cecil Mayberry,
Eureka Springs; Cecil Cupp, Arkadelphia;
Carl Burton, Forth Smith, and Jeff
Singleton, Marked Tree.
Jim Carbery was named representative to
Exhibitors Take Note
When Stunt Backfires
SAVANNAH, GA.—Here is
a publicity stunt
that backfired. Theatre managers take note.
Motorists drove downtown the other day
to find every metered parking space on the
sound side of Savannah's Broughton street,
for a space of seven blocks, occupied by new
Dodge cars, each bannered profusely and
stressing the merits of the car.
Theatremen acquainted with publicity
stunts of all kinds chuckled and had to
admit it was a mighty good show. But not
the merchants whose stores paralleled the
parking spaces, nor the motorists who any
day have a hard time finding a pyarking space.
Police headquarters was beseiged with calls.
Apparently there was no violation of the law;
an employe of the motor company with a
bag full of nickels patrolled the area, feeding
the meters. But the police won out. They
dug up an old ordinance which says it's
illegal to use the parking space for display
purposes. But not before the cars had a
chance to be on display for about four houi-s.
The motor company came out the following
day with a preplanned full-page ad
apologizing to the public for the inconvenience.
But this didn't seem to ease the feelings
of the motorists who had to hunt other
parking spaces.
Fire Destroys Princess
MOUNT DORA, FLA.—Fu'e destroyed the
Princess Theatre here and spread to adjoining
buildings. All patrons in the filled house
escaped without injm-y. The fii-e, which
originated in a grocery store next door, was
coaxed toward the theatre by the draft from
the ventilating fan.
JA.MK.S ( .AKKKin
the National TOA Board of Directors, and
B. F. Fusby was named legislative director.
'Jungle' Ban Referred
To Loew's Attorneys
ATLANTA—Loew's, Inc., has called on its
legal staff for advice on the banning here of
"The Blackboard Jungle."
The Atlanta censor refused to grant a
permit for the showing of the film at Loew's
Grand several weeks ago. Her decision was
appealed to the Atlanta library board, which
acts as an appeals board. They, likewise, refused
a permit. A second look at the film by
the library board got a second and emphatic
"No."
After the second tiu-ndown, Loew's in New
York called upon the law firm of Troutman,
Sams & Lockerman to look into the matter.
The attorneys viewed the film at a private
screening but declined comment until "they
had time to think the situation over." They
apparently wanted time to confer with the
New York home office on what steps should
be taken.
The Atlanta censor previously was involved
ii legal action over another hard-hitting
drama, "Scarlet Street. " and agreed to permit
the showing of that film after certain
cuts had been made. She has banned a number
of films in past yeai-s. but local showmen
didn't think it wise to wage a court fight.
Several of the showmen, however, have
stated that the censor is not consistent in
her rulings. She recently ordered the deletion
ol the word "damn" from a British-made
movie, overlooking all the while that "damn"
was u.sed in a very emphatic way in a movie
which played ai-ound Atlanta for several
years entitled "Gone With the Wind." As
many recall. Clark Gable made a speech
toward the end of that film in which he
said, "Personally. I don't give a damn!'
'X0F7ICE :: May 7, 1955
SE
57

—
Charlotfe WOMPI Plans Chanty
'Jungle' to Adults Only
Draws 300 in Memphis
MEMPHIS—"Blackboard Jungle," banned
by censors here at its original screening and
later approved for showing to adult.s only,
did 300 per cent in its first week. Other
grosses were just average.
Requests of film distributors and theatres
to consider other banned pictm-es for showings
to adults only, died for lack of an
answer. The censor Iward said it had no
such authority and Mayor Fi-ank Tobey said
it was up to the board.
Molco—A Mon Called Peter (20th-Fox), 3rd wl

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EXOFFICE :: May 7, 1955 53

. . . Roy
. . . WE
. . The
. .
: May
i
CHARLOTTE
phelma C'ulp, cashier at Warner Bros., has
James Burton. RKO
been home ill . . .
booker, is going to marry Mary Sue Little from
Hughes, Ai-k., on May 27. Burton came to
RKO from Memphis in March . . . Roby
Branon. RKO manager, and Dean Lynch,
student salesman, made a trip to High Point
to call on exhibitors . . . Bobby Lynch, MGM
booker, and Jane Morrison were wed Saturday
W. Frank Harris of Harris
(30> . . . Theatre Sales came out in one of the ten
places for election to city councilman in the
primary. The runoff will be later this month
Smart of Wilby-Kincey and Mrs.
SERVICE
and
COURTESY
For over 20 y'"'^
OUR WATCH WORD
ARC
•CENTURY llVf^^°:i ^D SOUND .>IRWn« STRONG LAMPS
CONCESSION EQUIPMENT AND SUPPLIES
STANDARD THEATRE SUPPLY CO.
215 E. Wellington St.,
GREENSBORO, N. C.
30 YEARS OF DEPENDABLE SHOWS
H. G. ARENSON
3450 SELWYN AVE., CHARLOTTE, N. C.
\%
Always A Pleasing BoxoHice Attraction
Cinemascope
Smart, accompanied by their daughter and
grandchildren, went to Garden City for the
weekend.
.
Helen Brunson, secretary at Wilby-Kincey.
was in New York on her vacation
Charlie Freeman, head of the booking department,
became father of a baby gu'l . .
.
Around Filmrow buying and booking were
Harold Hall. Dixie Drive-In. Columbia; Heyward
Morgan. Plaza. Greenville: Steve Mitchell.
Branwood. West Greenville: O. A.
Kafer. Masonic. New Bern: Howard Ander-
.son, Anderson circuit. Mullins: J. K. Whitley,
Towel City Theatres, Kannapolis, and W. L.
Parker. Gloria. Myrtle Beach.
Catherine LeGrand resigned her position
with Kay Films to go with the Charlotte
City Coach Lines . wife of H. F.
Kincey of Wilby-Kincey spent ten days in
New York on a pleasure trip.
The WOMPI installation banquet will be
held May 24 in the Chelsea Room of the
Hotel Charlotte, it was decided at the
Wedne.sday (27) luncheon meeting, the first
meeting for the newly organized sixth chapter
of the national organization. According
to Myrtle Parker, president, who presided,
the committee planning the banquet Includes
Pauline Griffith, Marjorie Baker and Gladys
Hawkins. The County Home was also
selected as the group project.
Al Scruggs at Lake Wales
LAKE WALES. FLA.— Al Scruggs. Tallaha.ssee,
has taken over the managership of
the Wales Drive-In. He relieved Leslie Pendleton,
who is now devoting his entire time
to the operation of the State Theatre.
"1
y^^ZA^
THEATRE EQUIPMENT
& SUPPLIES
STEREOPHONIC SOUND
CONCESSION EQUIPMENT
i'
& SUPPLIES
WIDE SCREEN
everything for the theatre except film
wil-icin theatre supply, inc.
f/
T
HART BEATS
By HARRY HART
\A7il-Kin Theatre Supply has designed am
is furnishing the equipment for thi
900-car drive-in being built by Storey The
atres on Glenwood Avenue in Decatur. Ga
Charlie Fortson said that it would be com
pletely de luxe in its appointments.
The same firm furnished Motiograpl_j;
speakers and a new Olympic Cretors pop'q^
corn macliine for Cletus Benton at his re' •*
modeled Colonial Drive-In at Cleveland
Tenn.. formerly known as the Cleveland
South Eastern Theatre Equipment i
furnishing the equipment and has designa
the plans for the 1,000-car drive-in beini
built by Georgia Theatres on South 41 High
way. Atlanta.
Bart Jones of Blevin Popcorn. Atlanta
reports that he has sold a new Cretor
Ambassador popcorn machine to Weis The
atres at Savannah.
;'
Loui Strickland of Strickland Films i
making a record number of theatre traileri
and the plant was certainly humming whe:
I
called.
J. C. Harwell of the State Theatre. Bessej
mer. Ala., purchased Cinemascope equipi
ment from Paul Jenkins. Wil-Kin salesmar
John Payne is the new salesman for Dixii
T!-patre Service in Atlanta.
Johnny Sims is now traveling for Capitt
City Supply out of Atlanta and is also as,
sisting in the repair department. .L
In Chattanooga. Charles E. Lynch, man'
ager of the 41 Drive-In showed his mutil
ated desk, which thieves really tore u,
recently to get at the petty cash box. con
taining about $50. In addition, they cleane
out the cigaret machine.
Charles, incidently, has a new daughtfj
named Retta Jean.
The Fincher circuit, of which the 41 Is
part, has a cash night every Wednesda;']
It had built up to $3,200. with still n|
takers, so they divided it and drew untl
they gave away $1,600. In addition, thi
circuit in cooperation with Red Food Store'l
is giving away a new Plymouth May 28,
the 41 is really rolling along in showmanshi]j.
Horace Abbott at the 58 Drive-In
down with a throat infection, but said hi
would be at the Tri-State convention. A
the Martin Theatre in Calhoun. Ga.. Bil
Blane has been sending telegrams to al
local high school graduates. The wireif
congratulating them and plugging the cuij
rent picture, entitle the recipients to frej
admission. Blane uses a lot of other gin
micks. and is always thinking up new ont''
to create interest in both the theatre anithe
drive-in, which he also manages. ,.
ft
atlanffa, ga. • charlotte, n. c.
:iOOKINC SERVICE
135 Brevord Court, Charlotte, N. C.
FRANK
LOWRY — JOHN WOOD
PHONE FR. 5-7787
I
IS YOUR BOXOFFICE SICK . . . ?
CAN MAKE IT WELL.'
,_, . _ CONTACT
ATLAS PROMOTIONS & ADV. CO.
Charlotte, N. C. Phone FR-62245—FR-60564
At Dallas, Ga.. the Dallas was playinB"'"
"A Man Called Peter" and people wei^^]^
flocking into the small town to see it i ,|~-_
such droves. I could not find a convenier;virjparking
space. When I noticed the crowcjijl f
in front of the theatre. I decided it was njf'',
time for a gabfest so I just drove on homiHf
Steve Allen, TV personality, will portra-,-.
orchestra leader Benny Goodman in U-l| *Hl
"The Benny Goodman Story."
60 BOXOFTICE
:
7, 19!

. Marvin
I mythical
WCKSONVILLE
ENTHUSIASTIC WORKSHOP ORLANDO
,
Mud" Chalman, ABC Theatrical Enterreported
that Mr. and Mrs.
^lungler, owners of the Gulf-to-Bay
at Clearwater, were robbed of
hundred dollars by two masked
Skinner, booker at 20thiicnmpanied
^
Mrs. Skinner to Atlanta,
she was to receive the attention of
il specialists as a result of a back
ton Parker, manager of the Brentwood
tre, has retired from show^ business
long career that began when she
d as a cashier at the Imperial Theatre
17. She was the first cashier employed
le Florida Theatre when it opened in
Becoming a full-fledged theatre manmany
years ago, she is known to geners
of local citizens as one who has
re combined the attributes of a Southern
Facing the camera is the staff of MGM's Jacksonville branch which did a splendid
job in assisting Mike Simons with the Workshop at Orlando. Left to right. Bob C'apps,
salesman; Charley Turner, salesman; Sarah Keller, booker; Fred Hull, branch manager;
Janice Claxton, secretary; John Allen, salesman, and Max Stepkin. office manager.
Missing was Jack Wiener, publicist who was working too hard to stop for the picture.
with the sound busine.ss sense and flair
howmanship that characterizes a sucll
manager. Mrs. Parker has been suc-
:d at the Brentwood by Bob Greenleaf,
ORLANDO, FLA.—Some 228 Florida exhibitors
were held spell-bound by the masterly Max Stepkin, office manager:
Charley Turner, John Allen and Bob Capps;
was promoted from an
Sarah Keller,
assistant's po.st
exposition of show business presented by booker, and Janice eiaxton. secretary to Hull.
e Florida.
Mike Simons, MGM director of customer relations,
and a fine group of panelists at the lined in compelling fashion a plan whereby
In Simons' opening keynote talk he out-
mard Allen, Paramount press aide, reid
from Orlando, w'here he made arsments
with commanding officers of last week (26).
theatre by the merchants of Eucalyptus, Fla.
MGM Ticket Selling Workshop held here each exhibitor can "institute a salute to your
U. S. Air Force Base for cooperation All the panelists were outstanding showmen
who gave generously of their time and
ighout Florida in promoting local press
of "Strategic Air Command" . . . speaking talents to bring inspirational messages
on advertising, exploitation and mer-
he earnestly and convincingly told how he
y Crockett" promotional campaigns
(Continued on following page)
being set up here by Phil Conway of chandising to the exhibitors from all parts of
a Vista . . Calling on booking agencies Florida.
Bi were Byron Adams, United Artists, and The gathering was almost equally divided
,0'Nicaud, Howco, both of Atlanta.
between operators of drive-in and indoor A/ow at . . .
theatres and between independent theatre
owners and representatives of circuits. Nearly POPULAR PRICES
all the managers of Florida State Theatres
were present, and contingents were there from
Taiga, Wometco, MCM Theatres. Floyd
Theatres, Claughton, Bay-Lan Theatres,
Dixie Drive-Ins, Stein Theatres and other
circuits.
STEREOPHONIC SOUND
COCA-COLA RECEIVES CKEDIT
The Coca-Cola Co. received great credit
» VISTAVISION
for its part in making a success of the workshop
by supplying a steady stream of bottled
• WIDE SCREENS
cokes throughout the day and by providing a
• delicious full-course
WIDE luncheon which was
SCREEN FRAMES
served by efficient waiters to the guests who
• ANAMORPHIC LENS
were seated at two 100-yard-long tables running
the length of the Coliseum.
• PROJECTION LENS
New
1 p.m. 2 to 5 Orleans
of show people gathered for informal discussions
in hotels and under the marquees
GET COMPLETE
INFORMATION AT ONCE
of Orlando theatres.
It is not too much to say that the theatrical
air of Orlando crackled with the enthusiasm
fHE QUEEN
EXTRA PROFITS from
FEATURE
generated by Simons and his high-powered
DRIVE-IN THEATRE
speaking team.
SERVICE, Incorporated
Besides Simons the main speakers were: INTERMISSIONS
Complete Theatre and Drive-In Equipment Joe Jarvis of the Gilbert Stuart Theatre, Riverside,
R. I.; Charles Kurtzman of Boston,
91 2

. . Mrs.
. . R.
. . H.
:
May
i
i
monarch! MEMPHIS
Theatre Supply, Inc.
Neil Blount
492 So. Second St.
Memphis, Tenn.
COMPLETE LINE
THEATRE EQUIPMENT and
CONCESSION SUPPLIES
TRI-STATE THEATRE SUPPLY
320 So. Second St. Memphis, Tenn.
RrS^ft
V/ T L POPCORN
TOP QUALITY
ROY SMITH CO.
TAMPA
JACKSONVILLE
.
.
Toe Davidson reopened his Owl Theatre at
Marvell, Ark. Van Sadler has reopened
her Rison Theatre at Rison, Ark.
. . . R. P. Beith. whose Ferguson Theatre
at Ferguson, Ark, has been closed for remodeling,
has reopened M. Condra
and J. H. Hart have purchased Century
equipment for their new Warner Park Drivein.
West Nashville. Condra and Hart also
operate the Colonial and Bel-Air drive-ins
at Nashville. The sale was handled by Tri-
State Theatre Supply Co.
.
A baby daughter has been born to Mr,
and Mrs. John Ferraris in Methodist Hospital.
The father is in the shipping department
at National Theatre Supply . . . H. G.
Walden, the Bay, Red Bay, and Whyte Bedford,
Ford Drive-In and Marion at Hamilton,
were in town from Alabama
Mis.sissippi came A. N. Ro.ssie,
. . From
New Roxie,
Clarksdale, and Joe Davis, Globe at Shaw
. . . J. W. Lyles, Kentucky Lake Drive-In,
Benton, Ky., was in town on business.
From Arkansas came John Staples, Carolyn
and Fi-anklin, Piggott; K. H. Kinney. Hay,s,
Hughes; E. E. Reeves, Palace, Oil Trough,
and Marjorie Malin, Lura, Augusta . R.
Epsy, Victory Theatre, Weiner, Ark., has
contracted with Film Transit here to deliver
Martha Graves reports
and pick up films . . .
that the Sunshine Theatre at
Cherry
Valley, Ark., has closed.
Drive-In business was in full .swing with
the arrival of ideal spring weather.
yl makes coffee . . . 2/au make money with . .
Coffee Making and Serving
AUTOMATICALLY
>/ No More Coffee Grounds
^ No More Urn
Bags
V No More Upper Bowls
Prosperous concession men everywhere now increase hot
beveroge volume . . . build profits . . save time and labor
with this sensational new, AUTOMATIC Coffee making and
serving.
Certoinly, here is the quick and easy way to make and serve
hot, fresh, de-e-e-licious coffee full-bodied, extra
. . .
strength and always uniform . . . from one cup to 300 an
hour. That "rare" COFFEE-er flavor is forever assured by our
dark roast, superb hotel blend of 100% pure coffee.
And look! In this revolutionary coffee-making equipment
even the water inlet feeds and heats automatically by
electric, thermostatic control. Yet, it is NOT A VEKDING
MACHINE. Try it for a week, you'll never be without it . . .
that's for sure.
Cost? Believe it or
making equipment
ONLY cost is the
your coffee.
lot . . . NOTHING! AUTOMATIC coffee
5 furnished of NO COST to you. Your
offee you use . , . and you SAVE on
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We promise
. . you'll be amazed!
INVESTIGATE!
This Equipment
Costs You
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• Fresh, hot coffee always ready
• Serves up to 300 cups per hour
• Positive portion control on a
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• No stale or leftover coffee
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PAN AMERICAN COFFEE SERVICE
809 Professional BIdg. Phone: 9-6843 (Emergency Union 6-0195)
MGM WORKSHOP
(Continued from previous page)
had taken over a closed Rhode Island theatrr
which was overrun by rats, and had cleane^
it thoroughly and had built it into a profitabl
center of community life.
The next speaker, Kurtzman, gave a dynami
talk in which he recounted showmanshi
epi.sodes and experiences in a great caree!
which has carried him from California t'
the Middle West and on to Canada and Ne':
England. He addre.ssed the audience as "fel
low workers in the garden of what make
our business sick and what makes it elicit
and called for "an awakening of the dor
mant ideas that lie in our subconsciou
minds." He called for "up-to-date merchan
dising of our theatres" and said the big jo'i
of merchandising "is to do the extra-c
ricular work of selling your theatre in ci
munities which do not care if you are
F>rotestant, a Catholic or a Jew if you
on the level."
In a second talk, Simons vividly illustral
the importance of helping newspapermi
with their jobs in order to win their frienq
ship and to receive publicity breaks in ne»
columns. He also pointed out the many avai!
able tieups with television and said "we mu:
sell what television is merchandising for us
Simons next covered a subject that mar
exhibitors considered the most constructiv
message of the workshop, that having to c'
with "employe morale" and courtesy an
efficiency.
"Theatres are on fire all over the counti
with slipshod personnel," Simons declare
"Lift their morale; make them proud of the!
jobs; put stars into their eyes. Teach the;
to adopt attitudes that will invite patro^
I
to talk about your current and coming aj
tractions. Employe morale sells tickets. L
your employes know that they're in a grei
business."
In the periods before and after tl
luncheon, Judson Moses gave a lucid an
complete description of how exhibitors CEj
increase their profits by making use of tl.
33 MGM promotion services and, most in
partially, he gave them information on tli
.securing of similar services from other motic
picture distributors. In fact, Moses and ^
the speakers spoke on the high level of sj
industry workshop and did not confine it^
MGM alone.
Horace Denning, board chairman of li
Motion Picture Exhibitors of Florida, into
duced Bolivar "Curly" Hyde, who gave a bri
message about the aims of the Southeaste
Film Festi/al set for May 16-June 16, ai
said that distributors are giving 100 per ce;l
cooperation in the drive, including the pr
jected spending of thousands of dollars
key cities of the area.
The first afternoon panelist, Wilfred
Smith of Ledgewood, N. J., began his talk 11
complimenting Florida drive-in owners (j
their "high plane of operations." He ouj
lined many suggestions for exploitation ai'
for the selling of concession items.
.
The last panelist, A. J. Kalberer, gave
picture of his operations in a town of 12,0
persons, and described the workings of t
Roy Rogei-s Riders Club, a matinee progra
for children which he has conducted f
'
many years.
Total Exports $39,082,772
Exports of motion picture films and equi~
ment totaled $39,082,772 in 1954, a gain of
!
per cent over 1953.
62 BOXOFFICC
:
7, 19!

J. FRANCIS WHITE and JOY N. HOUCK present
KENTUCKY
€ RIFLE
OFF y
A
WORLD PREMIERE
PANORAMA THEATRE
NEW ORLEANS,
APRIL 27
CHILL WILLS
LANCE FULLER
and JESS BARKER
in
attendance.
Followed by
100 THEATRE Pre-Release
saturation booking in the
New Orleans territory.
Pre-Release opening
MEMPHIS TERRITORY
Strand-MEMPHIS
May 6
Center-LITTLE ROCK
May 8
KENTUCKY
Pre-Release saturation booking
now playing in 25
THEATRES
and Screenploy by FRANCIS CHASE Jr. and LEE J. HEWITT-Produced and Directed by CARL K. HITTLEMAN proouctic
Colorful 40x60 illustrated at
left plus everything from one
sheets to twenty-four sheet
for bang-up 'advertising
campaign all in the de luxe
Campaign Book.
CONTACT YOUR HOWCO EXCHANGE FOR RELEASE DATE:
LANTA
10 CO EXCHANGE
CHARLOTTE
SCREEN GUILD
NEW ORLEANS
LIPPERT PICTURES
MEMPHIS
HOWCO EXCHANGE
ay icaud
93 /alton Street
ho : Alpine 5688
Scott Lett
300 W. Third St.
Phone: ED 4-6426
H. F. "Babe" Cohen
150 S. Liberty St.
Phone: RA 9538
W. C. "BiM" Kroeger
410 S. Second St.
Phone: 37-9976
0:)FFICE :: May 7, 1955
63

. . George
. . WOMPI
. . Bob
. . The
. .
. . . Bob
. . Alex
Phone:
: May
I
ATLANTA
H. C. Cunningham is new owner of the
Skiland-Drive-In, Woodburg. Tenn. . . John
.
L. Damm is the new manager of the Princess
Theatre. Etora, Pla. For several years he
owned his own drive-in theatre at West
. Palm Beach, Fla. Roscoe, manager
of Columbia, is doubling up while district
manager R. J. Ingram and his wife enjoy
a Caribbean cruise . . . William "Snake"
Richardson and salesman Jimmy Bello are
Florida's FIRST Supply House
NEW ADDRESS . . .
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TAMPA, FLORIDA
NEW PHONE . . . 8-5189
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for Our Customers
Visit us at our new building
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206 Mc
Phone 8-5189
Florida
lo 1, Flo.
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Snokettes . . .$75.00 up Echols $120.00 up J
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146 Walton St. Atlonto, Go. i
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Serving theotres in the South for 31 yeors.
12 cents per word
Lowest cost anywhere
STRICKLAND FILM CO.
220 Phorr. Road, N. E. Atlanta
back from a business trip to Tennessee . . .
Mrs. Polly Puckett and Miss Betty Landers,
both of Allied Artists, now are members
of WOMPI . ha.s agreed to sell
papers in the forthcoming Old Newsboys
Day drive sponsored by the Variety Club.
.
.
The warehouse of National Theatre Supply
Co. on Filmrow suffered $3,000 fire loss . . .
Stan Kramer is new assistant manager of
the Arcade Theatre, Jacksonville . . . Jerry
Gold, president of Florida Theatre Owners,
retm-ns to Florida after a meeting with
Movie Festival committees in Atlanta
Mose Lebovitz attended a meeting in Atlanta
of stockholders of Independent Theatres of
Chattanooga Moscow has received
mention for topping employe collections
ii^. the American Cancer Drive in the Fulton
County area. Bob turned in $334.95 ... J.
Lee Friedman, advertising executive representing
picture houses here, is back from an
Byron Adams retui-ned
Oklahoma trip . . .
from a Chicago convention, then went to
Jacksonville to sing praises of "Marty," UA's
new release.
Dave Prince, RKO district manager, has
completed a miniature railroad setup at his
home. Children of Filmrow workers were invited
O. A.
out to see the installation . . . Gross, manager of the Central Theatre in
Atlanta, is vacationing in Florida with his
Sam George, veteran manager of
wife . . .
the Atlanta Paramount, has resigned . . .
Curtis Meyes, former manager of the Roxy
Theatre here, has been assigned to the Paramount.
Johnnie Sims has been added to the
sales staff of Capital City Supply Co. . . .
Mrs. Faye Lenkeit has resigned from Allied
to take up a new residence in Florida.
MIAMI
Cam Davis, local exhibitor, filed suit in
federal court to force distributors to provide
him with motion pictures at "reasonable
prices." His civil action, seeking $75,000
damages from United World Films, Inc., and
four individuals, charged United and other
distributors with joining in a conspiracy
harmful to Davis since he began Independent
Pictures last November. Davis claimed
he tried to show 16mm films in Greater
Miami hotels and motels but was unable to
get a regular supply of films because of the
actions of United. Bernard Lowenthal, Stanley
Levine, Morris Bass and Jack Glasson.
Davis asked for a jury trial of his case.
The new Bard Theatre, formerly the Little
River, made the neighborhood children feel
right at home with a Saturday matinee.
Happy, the Magic Clown, was on hand in
person to add to the festivities.
The Variety's Children's Hospital fund has
passed the midway mark, according to Leo
Adeeb. Committee of 1,000 chairman. Nearly
$52,000 of the $100,000 sought has been deposited
in the treasury. A plaque denoting
membership in the committee is awarded to
each contributor of $100 or more . . . Tickets
are now on sale for the Marciano-Cockell
heavyweight fight on big screen theatre
television at the Carib, Miami and Capitol
theatres of the Wometco circuit, only theatres
in town so equipped. The Capitol is
for colored only . weekend in Miami
always has at least three late-night previews
for local patrons, as well as the Town's
regular owl show at midnight.
NEW orlean:
The Drive-In, Vicksburg, reopened Suniiy
(1). The screen tower was damaged ly
. . .
high winds recentlj?- and owner Mrs. W. Poiir
reports all dama|es repaired
Mulina reopened his 300-seat
w.K
Rose Thea^,
. . . Theajs
Franklinton . Gounares of the Rcy,
Mobile, reopened the Oakdale, Mobile, oi-a
seven day operation, all double bills. Formiiy
named the Roosevelt, the theatre had bin
closed for several months
Service closed the Rex at Eunice . . .:!.
Solomon will reopen his Avenue, Tyler n,
and close the Star. The Avenue has b;r
closed for several weeks for alterations.
Horace Falls, Falls Booking Service, Daljs,
has assumed ownership of the Red R;r
Drive-In, Texarkana, Tex., from Mrs. lut
Ketchum . . . Darrell George has taken csr
ownership of the Fi'ontier Drive-In, SulpHr,
which was owned by P. Duplissey ... ay
Thibodeaux closed the Dixie at Lewistfg
Bixler, Paramount exploiteer, as
in preparing for "Strategic Air Commaii"
at the Saenger Theatre.
Find Stench Bombs at Theatres
BIRMINGHAM—Police suspect pranksji
were responsible for stench bombs founcja
three suburban houses operated by Wars
Theatre Co., the Ensley, College and Fjfield.
The theatres have had no labor troije
according to officers.
flLdl BOOKIOG OfflCf
Experience Industry — Integri'
ALBERT E. ROOK, Owner
160 Walton st. n.w.
teL alpine 8314
p.o. box 1422
atlanta, ga.
NOW with TWO conYenier)t locations for
BETTER than EVER service to you \
DIXIE
THEATRE SERVICE
& SUPPLY COMPAN^
YOUR BALLANTYNE DEALER
1010 North Slappey Driv« 1 95 Walton Street, N.V!
P. 0. Box 771 P. 0. Box 858 ;
Albany, Georgia Atlanta, Georgia
Phone: HEmlock 2-2846 WAInut 4118;
I
COMPLETE THEATRE EQUIPMENT & SUPPLIE.'
Prompt, Courteous Service 'Round the Clock 1
MOODY THEATREli
^ADVERTISERSli
BOX 559 TIFTON, GA.^^
PRINTERS OF THEATRE PROGRM
QUALITY WORK • PROMPT DELI' |
64
BOXOFFICE
;
7, ^S

lanager Is Cleared
n Indecency' Tiff
TAMPA. FLA.—A misdemeanor charge
against William Schultz, manager of the
iied
ate Theatre, in connection with showing
jarden of Eden" has been dropped by
unicipal court.
Schultz was at first charged with showing
obscene motion picture. "Eden" was
'i
imed in a nudist colony near Lutz, Fla.
the charge was amended to accuse him
iter
showing a film which hadn't been cleared
lith either the National Broad of Review or
lew York state censorship authorities.
Ass'n City Attorney Twomey said he was
:ithdrawing the accusation after studying
S. Supreme Court rulings on censoring
ims for reasons of obscenity. He said he
id not think a prosecution ba-sed on the
o-week showing of the film here would be
)held in a higher court.
[Defense counsel A. W. Brubaker contended
le charges were based on legislation that
blated both the U. S. Supreme Court and
e state of Florida laws. The city's contenm
that the film had not been approved by
e National Board of Review or the censorip
board of New York Brubaker declared
valid, "because it was a delegation of power
an outside source."
'Municipal Judge Johnson dropped the case
;ter the city attorney had recommended that
tion. explaining that a Supreme Court rulg
on a similar case made it impossible to
osecute Schultz.
IsitaVision Ready at Idabel
tDABEL, OKLA.— Paramount's Vista Vision
,s been added to facilities at the State
leatre, according to Buddy Gotcher, maner.
Boy Pinned Under Car
At Airer Near Dallas
DALLAS—A 12-year-old boy suffered possible
internal injuries when pinned beneath
a car recently at the Denton Road Drive-In.
He was taken to Parkland Memorial Ho.spital
where he was X-rayed for back or internal
injuries.
Donald Johnson, son of Claude Johnson,
had gone to the show with Robbie May
Chaver, 13. and her mother Addie and another
unidentified girl. The youngsters left
the Chaver car during the double feature
to sit on the ground in the parking spot for
autos on the third ramp near the .screen.
They had an in-car speaker on the ground
beside them as they watched the adventure
film.
Marvin Lee Calhoun, 16, and John M. Henson,
16. drove into the airer, pulled into the
spot where the three sat and accidently ran
over the boy and the Chaver girl. The girl
suffered a possible foot fracture.
Calhoun, the driver, told accident investigator
R. P. Hamilton that he did not see the
children but that an unidentified girl jumped
up beside the car immediately after he had
parked and shouted that he had run over a
boy.
Winds Rip at Airer
BONHAM, TEX.—Recent heavy winds did
extensive damage to the Bonham Drive-In
recently, leveling part of the fence, blowing
down the sign and damaging the screen.
Overhaul Denton House
DENTON, TEX.—The Texas Theatre Is
undergoing repairs and installation of Cinemascope.
Gene Hughes, manager, says this
work will not interfere with the programs.
Bill Allison Join.
At Kansas City Oiii
KANSAS CITY—W. M
AUi.
sales engineer for The Oklanoii: .
b r a ch o f l i n •
N.itional Theaut .?uri
|)ly. joined the Kaii^n-s
City branch suit
force on April 15 li.
announcing Allison'^
appointment. Arthur
de Stef ano, branch
manager, said this
territory has been realigned
to improve
service, particularly to
s:)uthern and western
Kansas exhibitors.
W. M. Allison
This is the territory
to which Allison has been initially assigned.
He was born in Leadville, Colo., was educated
in Denver and began his motion picture
career in 1931 as a film salesman for
MGM in the Wyoming territory. After his
discharge from the navy in World War II,
he joined NTS in Oklahoma City. For the
past three and a half years he has been
city manager of the J. C. Parker Theatres
in Dalhart, Tex., specializing in exploitation
for the two indoor theatres as well as
the drive-in.
Allison's married daughter lives in Texas
and his wife and younger daughter. Sue,
will remain in Dalhart until the end of the
current school term, after which they will
join him in Kansas City. A farewell dinner
was given him by the Dalhart Rotary Club
of which he was secretary-treasurer. His
theatre staff presented him a handsome
portfolio.
The NTS Kansas City branch is in the
western district under the supervision of
Lloyd C. Ownbey, vice-president, who assisted
in making the arrangements for Allison
to rejoin National.
HURRY! HURRY! HURRY! HERE COMES THE
3 HIN& C
RCUS
PARADE OF BARGAINS/
AN UNUSUAL
GIMMICK FOR
A CO-OP AD
Dole Thornhill, an accomplished
ad artist who manages
the Fox Capitol Theatre
in Benton, III., encountered
no difficulty in getting
merchants to go along with
the full-page co-op ad
shown herewith. Thornhill
did not depend on the attractive
od layout alone, but
added o contest gimmick,
offering passes to persons
who added all the numbers
appearing on the page and
sending in the correct total
to his office. The apparent
easiness of the gimmick resulted
in many responses.
Civic Theatre Suffers
Five Thefts in Year
SAN ANGELO, TEX.—For the fifth time
this year, burglars made a clean sweep recently
at the Civic Theatre here, with a
tuxedo, a full dress suit and some tools as
loot. Not content with that, they also WTecked
a wire recording machine.
This time the thieves entered by using a
jimmy bar left at the scene, but officials at
the theatre said that each entry had been
by different means, through windows, the
front door and skylights.
John P. Kaufmann, 72, Dies
NEW BRAUNFELS, TEX.—John P. "Jack"
Kaufmann. 72. former theatre oi>erator, died
here in the New Braunfels Hospital following
a lingering illness. Kaufmann was born Jan.
17, 1883, at Wrightown. Wis., and moved here
in 1915. He bought an interest in the old
Seekatz Opera House and another theatre and
operated them for many yeai's. until failing
health caused him to retire. At one time, he
had control of the Blanco Theatre, Blanco.
He is survived by his wife, a son. a daughter,
four grandchildren, a brother and a halfbrother.
Peter Hanson will portray a detective in
Warners' "The Darkest Hour."
B (OFFICE : : May 7. 1955 sw 65

11^
Small Blaze at Citrus
SAN BENITO, TEX.—Firenaen answered a
call to the Citrus Drive-In recently, but the
blaze didn't amount to much. It was a
shorted wire under the hood of a car-, which
was controlled easily.
SLSULSLJLSLSLSLSUUUUUUlSLSLSLaJUiSiJ3-SJJI.9 .
i.
DRIVE-IN
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JUMBO PEANUTS,
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RAW &
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RUSH HOUR, GOLDEN HULLESS.
SILVER HULLESS & POP KING
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POPCORN.
In 50 lb. and 100 lb. bags.
Send for price list of all supplies.
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620 N. 2nd St. St. Louis 2, Mo.
Popcorn Processors—In our 81st year.
JrroTrrTTTirrrinrrBTrrTnrrjrBTrrrTrirs
^0^
fl.
FOR
'Give Branch Managers Full Power
To Solve Small Theatre Problems
INDIANAPOLIS—A great many of the
problems confronting small theatres could be
settled immediately if all branch msinagers
were given "real and complete autonomy" in
dealing with the smaller exhibitor. Allied
Thefttre Owners of Indiana declared in a
bulletin to members.
A nine-point argument in favor of solving
problems on a local-level approach was pre-
.sented by the Allied group.
Declaring that the ATOI board of directors
was seriously concerned about the state of
industry relations that has grown out of the
growing controversy over film rentals and
sales policies, the bulletin said that the intraindustry
attitude being created by the quarrels
is harming the entire industry, "even those
who are fortunate enough to be doing business
on a mutally satisfactory basis."
The following arguments were listed in
favor of decentralization of authority in case
ol small theatres:
1. The most numerous and most acute problems
in this controversy arise from the small
situations.
2. Outside of the industry the voice of the
small exhibitor is not minimized in proportion
to his financial contribution to the company's
revenue. In many fields his influence
in greater than that of his more prosperous
brother exhibitors.
DRIVE-IN
THEATRE
CONSTRUCTION
PHONE WRITE WIRE
3. Revenue-wise, this class of theatres contributes
relatively little of the over-all film
"^
GRIFF/((,^
^
CONSTRUCTION CO.
^
BOX 1358 ABILENE. TEXAS PHONE 4-9383
rental income so that they would be riskg
little by delegating authority on their des.
4. The fact that the local branch mana^r
has intimate first hand knowledge of the
theatres from his own observations ma^j
him better equipped to handle them tin
even a more experienced person from a ;-
mote distance. When a local man discu:;s
overheads he can personally observe the li.d
and quality of equipment, theatre person;!,
etc.
5. His first hand knowledge extends to s;h
matters governing gross potentials as aa
economic conditions, theatre operating poly,
housekeeping, exploitation, etc.
6. Very importantly, in addition to is
visual evidence, the local manager has is
opinions regarding the personal charaer
and integrity of the individual with wlm
he is dealing.
7. Fleeing home office executives of (icern
with these thousands of small accoiits
would free their time and effort to be e-
voted to the big money situations.
8. Deviation from fixed policies in deaig
with this class of theatres would not jeo]rdize
such a policy in other areas or claes
of theatres. Multiple situation owners \th
theatres in more than one exchange aredo
not now automatically succeed in getng
"best" terms from every branch. Nor is he
resourceful branch manager limited to ne
alternative in negotiating a deal diffenl
from "policy." In other words, a 50 per nt
picture does not have to become a 40 per .nt
picture or a 30 per cent picture in ordeto
work out a mutually fair deal.
9. In spite of all the distributor-exhilar
misunderstandings and controversies, the ii
still a pretty good, solid, amicable relatnship
where people deal face to face and »-
son to person. That can be built on, andioi
destroyed, if negotiations can be compl«a
on that level with complete latitude wit ml
regard to "policies" or over-riding directes.
Shamrock Costs $35,000
LAVERNE, OKLA.—Construction of ;he
new Shamrock Drive-In has been compted
at a cost of near $35,000, including equipnnt.
The first drive-in in Harper County, itiiS
built by Mr. and Mrs. Ermel Lee CHeruad
is being managed by Darrell and Ed Richrdson.
Construction was by the Price «el
Building Construction Co. of Buffalo, M
equipment installations were made by Hi^ell
Theatre Supply of Oklahoma City.
Moody Fans to Airer
MOODY, TEX.—The Dixie Drive-IiOn
Highway 36 is supporting a motion piiUte
seven nights a week. Since the Palace c^ed
down in Moody, one can tell the diffatice
on the streets after sundown, especially
Saturday night.
We now have construction crews working in following states:
TEXAS KANSAS OKLAHOMA
NEW MEXICO COLORADO CALIFORNIA
Goes Back to Exhibition
AMHERST. TEX.—Lloyd Hutchins, fclH
manager of the Center Theatre in Ke:|i
Ark., is now operating the 84 Drive-In
I
He has installed widescreen and Cinjn
Scope.
66 BOXOFFICE May 71955.

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b'WXOFFICE : ; May
7, 1955
67

—
;
EASTERN OKLAHOMA
By ART LAMAN
•PHE new twin Admiral Diive-In opened to
fine business. This gives Tulsa the largest
and only twin drive-in of Oklahoma.
Bob Getter is feeling better all over, since
the remodeled Criterion at Sapulpa has that
complete new look— it's one of the finest in
the entire Video chain.
seats.
Made a short visit in Marlow the other day
and sold O. L. Smith fireworks for the Longhorn
Drive-In. Smith al.so has the downtown
theatre, the Almo. While there, had a
good chance to see some mighty fine projection.
The widescreen is only 23 feet across,
but due to the ratio it looks much wider than
it really is.
Out at the Longhorn, bingo night on Tuesday
pulls in a lot of extra customers.
Picked up a story over in Joplin, Mo., the
other day. It seems "William Bendix and
Robert Lowery, who are appearing in the
stage play, "The Caine Mutiny Court-Martial,"
failed to show up for a date in Springfield,
Mo. When they started to unload to
play the Auditorium at Joplin, the sheriff
showed up with an attachment on the show
for $1,700 the Springfield promoters claimed
they lost. The show had to put up a $2,000
bond in order to play the Joplin engagement.
While in Joplin, went out to see my good
friend Howard Larson and got a nice bit of
information from this live-wire operator. Last
year he shot a nice fireworks show at his
Webb City Drive-In on a Saturday night,
and turned away some 300 cars, .so he decided
to bang up another show on Sunday the 4th,
and also did a turnaway business. Howard
is one fellow who doesn't fool 'em with his
COOD
Q\}l€M TIMB.
ORDER YOUR NEXT
SPECIAL
TRAILER
WITH CONFIDENCE
FROM
PO OLD DEPENDABLE
fireworks—he puts on a darn good show every
time—and he allows it pays off to do it
just that way.
Mrs. Ray Miller of Tulsa has taken over the
Grotto Theatre at Turley. This theatre was
acquired some four months back by John
Bradley, also of Tulsa.
Business-getter Eddie Jones, boss of the
Down in Shawnee, Johnny Jones, who Sand Springs Drive-In, is now sporting a new
ramrods the theatres in that town for Video, air conditioned Nash Rambler. It's a darn
says they will have to get oxygen tanks for dandy, we know, because this writer has
some of the fat people who have to climb the one also, only ours is not air conditioned.
stairs to his office in the Hornbeck. It's some Eddie has done a fine job in building up his
haul I know—I've made it a few times. playground, has nine rides and devices, a
In Muskogee we caught the Proctor boys ferriswheel, merry-go-round, train, swings
hustling extra business. That, however, is and a number of others to entertain the small
only keeping things normal. Their current fry. One of the things we like the best about
stuiit at the Broadway theatres is boosting this playground is the area set aside for the
May as Movie Month with plenty of fancy parents—chairs inside a fence with plenty
lobby displays. The top feature of the campaign
is having the ticket sellers man the picture and also keep an eye on Junior. It's
of speakers so Mom can see and hear the
boxoffices early for a very special ticket deal a nice arrangement.
four tickets to any of the Broadway theatres
are offered in strip form for the price of three.
It's a good stunt and is selling some extra
We've had quite a stew in Oklahoma the
last few days, Johnson Murray, former governor,
wrote a story for the Saturday Evening
Post, "Oklahoma's in a Mess," and it
has really got 'em talking. Some say he's
right: most of the politicians say he's wrong.
But, anyhow, one of the TV stations, never
overlooking a chance, has cranked up a contest
for anyone who wishes to enter—it's the
pro's against the con's. Who wins is anyone's
guess. It will be fun to read some of the
entries that come in.
New drive-ins are still going up around
Oklahoma. The latest is a 230-speaker job,
just opened on U. S. 59 a mile and a half
west of Grove. The job has a 60x30 screenall
car ramps look up hill to the screen. An
extra large concession stand has been installed,
but playground equipment will be
added later in the season. Gallen Kamp and
Gene Vassar are the owners. Kamp for years
operated a grocery in Miami, and Vassar
has been boothman with Video Theatres of
that city. The opening was set for May 29.
Di'opped in on the Ozark jubilee promoters
at Springfield, Mo., last week and took in
the new setup at the Jewel Theatre, which
has been converted into an up-to-the-minute
TV theatre. No doubt many of our readers
catch the Red Foley one-hour TV show on
the ABC hookup each Saturday night. If so,
you no doubt noticed one thing—when the TV
cameras pick up the theatre auditorium all
seats are filled and the house is SRO, which
just goes to show, there's money in them
thar hillbillies.
In EI Reno we ran on to a first. At this
spot west of Oklahoma City we stayed over
night at the very old hotel, and the room was
equipped with a bathtub with the drain hole
right in the center of the tub. How many of
you readers ever saw one? This must have
been made about the time David Crockett
was in Oklahoma.
Had a fine visit with Red Slocum next
morning. Red took us out to see the now
BUFFALO COOLING EQUIPMENT
3409 Oak Lawn, Room 107 BUFFALO ENGINEERING CO., INC Dollas, Texos
completed Coliseum, which he had a gn,
part in obtaining for El Reno. The build
now being used for events, just receily
having played an indoor circus sponsored'y
the Kiwanis Club. Reports from the C|lj
president say it was a great suscess. '[g
more people they get out for these eve.^
the more are dragged away from the TV sis
Another thing Red showed us was
f^
Lanman Machine Works, where we i^
Guy Lanman who has developed a new t|(
of teeter board for schools and playgrouik
This device has a great many features t^\
spell safety in large letters. In fact, t|
copyrighted name of the device is Safe}".
Totter. One of the first of the finisk
boards will be installed in Red's Drive-In, M
Red has promised to give us a first-hand
port in the very near future. To this writej^
looks as if Lanman has made a new
fine contribution to the kiddy playgroundil
drive-ins and other places where chiWJ
gather to play.
It's always a pleasure to visit with
Slocum: he's a guy who likes a good laug-^
a right important thing to any man in tl|
days.
The world's finest lamps have been
stalled in the new side, Ashcraft Ciji
The Admiral can now show any type'd
picture, can produce any type of sound, wl;h
makes this one of the top movie spot;in
Oklahoma.
Alex, always promotion minded, has crarfed
up his famous money sale for May 3. He's
the way this stunt works: The first 100
people who visit the theatre can purely
an envelope at the concession stand, (Ch
envelope containing from $1 to $10. The fee
of the envelope is only 95 cents, so ever:ne
who buys wins, at least 5 cents. It looks li' a
good stunt and .should create a lot of intest.
The Roundup Gang, western and hillUy
stage show which has played to a lot ofuU
seats during the last six months, has 3W
been closed for development of a plan or
drive-ins and open air spots. The new ea
may be ready about the middle of May.
The baseball season is now getting uler
way and the sand lots will start keepii a
lot of kids away from the movies, and adts,
too. Fishing weather and more watei in
our Eastern Oklahoma lakes also takesits
toll over the weekends. Some of our lire
progressive theatre operators are crankinup
new ideas to upset these many pulls Dm
the boxoffice.
All of the drive-ins are preparing f a
big Fourth. Some will shoot firework; on
Saturday, some on Sunday and others 411
hold their big night on Monday, the Foi.th,
The Down-Town Theatres have adopt a
policy of moving the bigger pictures /er
to the Rialto for a holdover run. This pio
has built up some good gross busines at
the Rialto.
Will be getting along now . . . making lUas
to get out among 'em again during the (ining
week and will give you people that -ay
at home a rundown on what the twr
fellow is doing around and about.
Sue Houston Manager
HOUSTON, TEX —Phil Isley, owner OJhe
Capitan Theatre, is being sued for $i:'00
The suit charges that Betty Joe Welwright's
leg was injured when a firecrtKr
exploded beside her seat in the theatre|a»t
December 26.
68
BOXOFFICE
:
: May
7, 9S5

I
I
I
. . The
. . G.
. .
. . Thoma.s
. . Grover
. .
iAN ANTONIO
.
series of spot announcements were used
" on local radio and television stations to
jig the opening Thursday i28i of "Gangjitpi-s"
at the Texas Theatre W.
n has turned his neighborhood Sunset
n all-Spanish theatre, showing only
.
•Hires made in Argentina and Spain
I30R-TV. San Antonio Spanish-language
vevision station, is scheduled to start its
>.i test pattern May 15.
('. Lyles, Paramount studio, Hollywood,
A.
first Cinemaiope
IS in town recently attraction to
.
be shown on the new
descreen of the Josephine was "The Prince
Players" Zachary Scott was due here
. . .
lis week to promote "Shotgun" at the
Eph Charninsky, Southern Theai
Co. president, was in I'.tec
New York City
iiere he was elected to the board of direcrs
of the National Jewish Welfare Board.
. . . Manager
'William E. Heliums, Austin city manager
r Interstate, is a patient in Peter Bent
•igham Hospital, Boston
.)mmy Powers of the Texas has a Marine
irps Industry and Friendship award plaque
,isted in the inner lobby of the theatre.
j)mmy was with the Marines during World
ar II . . . Over 35 contestants participated
the talent show sponsored by the Edu-
.tional Guidance Ass'n at the Alameda
Saturday midnight. Proceeds from the owl
stage attraction went to a .scholarship fund
for a local school.
Tom Sumners booked "20,000 Leagues Under
the Sea" as the initial attraction for
his new Cinemascope widescreen at the Hi-
Ho . W. Nickelson, who was
connected with a local theatre chain .several
years ago, has been appointed general manager
of the Midtown RoUerdome here .
Herbert Pickman, explolteer for Warner
Bros., was a recent visitor at the Interstate
office here . McDonnell,
20th-Fox representative, Austin, was calling
on local exhibitors.
Shutters at Van Alstyne
VAN ALSTYNE, TEX.—Too little patronage
has brought about closing of the Royal Theatre
here. Roy Muse, owner, purchased the
house about a year ago from former owners
who were suffering from lack of patronage.
Muse had remodeled the theatre, installed
new equipment and had been showing many
late films. He owns theatres at Piano and
Wolfe City.
Equipment Exports Increase
Exports of projection, sound and studio
equipment, also cameras, during 1954 were
valued at $14,470,800, about 23 per cent higher
than in 1953.
PLANNING FOR 'SHOTGUN'—Zachary
Scott, left, star of Allied Artists'
"Shotgun," callK on Ed Morey, vice-president
of AA, at the New York home office.
They are discussing personal appearances
for openings of the picture in Texas and
Oklahoma.
Screen Is Air Expressed
BUFFALO, OKLA.—Don Cole, owner of
the Bi.son Theatre, had a widescreen air expressed
here at considerable cost because
regular transportation would not get it to
Buffalo on schedule. He says the Bison has
the only silver vinyl plastic radiant screen of
its
kind in Oklahoma.
Fastest Switch In Soft Drink History
63% more theatres now vending Pepsi than one year ago.
And here's why Pepsi is the right choice for your theatre.
iVIORE
iVIORE
DRINKS PER GALLON
PROFIT PER DRINK
Pepsi profit tops all nationally advertised and nationally
available cola syrup lines. Pepsi's syrup price is
the lowest of any nationally advertised cola—far
lower than the nearest comparable cola. Add extra
profits from Pepsi's extra drinks—128 drinks per
gallon, compared with 115 for the nearest comparable
cola.
PEPSI IS AMERICA'S FASTEST
GROVING COLA DRINK
Write for full details. We'll be around to discuss
mm
this important subject with you.
sterling Sales & Service, Inc.
Theatre Equipment Supplies & Service
Phone PR-3191 • 2019 Jackson Street • Dallas, Texas
3X0FFICE : : May 7, 1955

. . with
TV Can'f Challenge Motion Pictures
On Color, Phiico Scientist Says
DALLAS
CHICAGO—In the field of color, the leadership
held by motion pictures over television
has yet to be challenged, Donald G. Fink,
director of research for the Phiico Corp., contended
in a technical paper presented
The ppfi Cctn iHaH says
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ARTHUR LEAK Theatre Specialists
3-305 Caruth Blvd. Dallas 25, Tex.
WRITE IN CONFIDENCE. NO OBLIGATION
i JL
GENIUS OF LOVE
at a night session to the Society of Motion
Picture and Television Engineers at its 77th
semiannual convention at the Drake Hotel in
Chicago. Fink placed the responsibility oi
rapid progress squarely on the television
engineer.
According to Fink, the distinction between
television and the movies is the degree of
control available in the distortion of chromaticity.
"In this respect, at least for the
time being, photography wins," said Fink.
He pointed out that the advantage held by
motion pictures is in the fact that the manufacture
of film and its processing are much
more standardized than the corresponding
processes of signal generation and transmission
in color television. "The producer of
movies," he stated, "more often sees what he
wants in the color values displayed by release
prints than does the producer of color television
on the monitor screen."
Fink warned that "time will bring the two
media closer in this more important matter of
pleasing color rendition, provided the needed
improvements in color television are recognized."
He expressed the opinion that the television
industry soon will face a situation that has
faced the automobile industry in recent
months; a highly saturated market with
buyers looking for something better, in looks
and performance, than they now have. Fink
said if his hope is realized, the television
industry will respond as the auto industry
has responded . a steady upgrading
of performance, accompanied, if necessary, by
a corresponding upgrade of price.
During the same period. Fink {Minted out.
the motion picture industry will not be
standing still. He added, "Enjoying freedom
in system standards, the movie industry will
continue its forays into territory not likely
to be invaded by a television system bound
by the confines of compatibility."
Fink announced he foresees two results:
engineers and physicists who understand
color will enjoy steady employment, and the
public will enjoy the show.
'Dry Martini' as CS Musical
John Thomas' "Dry Martini" will be produced
as a CS musical for 20th-Fox release.
HANDY SUBSCRIPTION

'
Eddie
. . "East
. . Stanley
. . Work
.
.
. . Variety
. . Manager
1 O U S T O N
;
. . . Russell
ifarly" will open its first out-of-New York
.allowing at Loew's State May 12, accordto
Manager Homer McCallum. To be
If of that date, "The Pi-odigal" has been
.t back for a May 19 opening
j)vim, district manager of Loew's, arrived
onday i25i for a three-day visit
. . . Claude
11 ct Associates has acquired property in
-11 ion for construction of a 2,000-car twin
ive-in.
'"White Feather" replaces "Gangbusters"
'day early at the Metropolitan, Ray Hay,
'anager, reports ... In connection with the
emiere of "Shotgun" at the Met on May 5,
Allied Artists release Yvonne De Carlo,
1
ichary Scott and Sterling Hayden were
(re .
of Eden" attendance at the
lajestic was a little disappointing, according
Bremer, manager. It is felt that
'ere was possibly some confusion with the
cture "Garden of Eden," which was shown
cently at the Kirby.
(Earl Weaver, south Texas salesman for Combia
Pictures, has been in town on busihss
. B. Zimmerman, Columbia
kchange, has a new Ford . . . Southwestern
Jneatre Equipment Co. is taking inventory .
l-els Theatre Circuit, Victoria, has equipped
U 14 of its theatres for widescreen and CinnaScope,
according to Oliver Doyle, general
[anager . has been started on Combia-boss
John Wimberry's new home on
emorial Drive and Voss . . . Allied Ai'tists'
leorge Bannan was in town making plans
r the appearances of De Carlo and Scott at
lie opening of "Shotgun."
HERE'S YOUR CHANCE
to gel in the
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» HYDE ST. SAN FRANCISCO (2). CALIF,
erald L. Karski... . President
Mary Ann Macey, candy girl at the Village
Theatre, and cashier Janie Morris were dancing
gals at the annual Frontier Fiesta at the
University of Houston . Howard
Skelton was elected director of West University
Lions Club . Club Tent 34 is
starting a whirlwind 30-day drive in which
they hope to double their membership, according
to Manager Dick Kennedy. The new
1955 roster carries 324 names. Seven new
members were inducted at a general membership
meeting last Monday . . . Brig. Gen. Victor
A. Barraco, recently retired, was honored
with the No. 1 membership in the new Armed
Forces Club which had its formal opening
Wednesday i27i.
When "The Blackboard Jungle," the shock
drama everyone is talking about, was held
over at Loew's State for a second week, we
asked about a rumor that audiences were
made up mostly of teenagers and that they
were "cutting up" the theatre. Manager
Homer McCallum said there was not a word
of truth in it. Audiences are about equal,
adults and teenagers, he said, and "if there's
been a seat cut, I don't know anything about
it." On opening day there were police on
duty, but the crowd was so quiet and orderly
that they were dismissed. There has been
no need for them at all. While there have
been some people, including school teachers,
who have voiced disapproval of the showing
of such a picture, there have been many
others who have felt it was a fine thing. Several
teachers attended in a body with their
students. One high school teacher brought
her entire class of 35.
. . . First of the 100
Variety barkers are urged to attend Variety
boys baseball games and give them support.
The boys are playing on five teams, and play
ten games each week
boys who will spend a week at Fort Parker,
beginning June 19, has signed up. They will
enjoy boating, surfing, water skiing, and all
the group camp facilities at Ft. Parker State
Park, between Groesbeck and Mexia . . .
Cash prizes are being given out at Variety's
Saturday night dances. $140 went to 11 people
last time . . . Variety's Sunday night buffet
suppers have had to be discontinued because
of the lack of support. If attendance can be
assured the Sunday family buffet may be
resumed.
First Oklahoma Airer
Adds Double Screen
TULSA— Alex Blue, co-owner and operator
of the Admiral Drive-In, has announced
that his theatre will become the fii-st drivein
in Oklahoma to operate a "double screen,"
effective early in May. The drive-in has
duplicated its present accommodations to the
rear of the existing outdoor screen. Some
features will be shown simultaneously on
both screens, and others will be offered in
double-feature form giving the viewer a
choice of shows.
Capacity of the drive-in will be 1.350
automobiles, making it one of the largest
ill the southwest. At the same time, the
two screens have been enlarged to 92x50
feet. When a single movie is being shown
on both sides, staggered schedules will permit
late arrivals "to get in at the first,"
according to Blue. W. F. Shaw Engineering
Co. of Tulsa has charge of the construction.
Last year 172 million hot di.ijs were
sold in Drive-In Theatres! The.'s's a
lot of profit in the . . .
Big profit with the low priced
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JXOFTICE ;: May 7, 1955 71

.
: May
A Good Investment
For Anyone in
the Industry
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A Recent Issue
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41 theatres wanted and for sale
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5 drive-in equipment for sale ads
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72 BOXOFFICE
:
7, 955

• es
3erger
: May
—
:rusade idea
highlights
fighting nca conventio
\^
Vill Appeal to Government
]
Denied
Satisfaction
,t New York Offices
vlINNEAPOLIS — North Central Allied
•
nts to launch a crusade as a means of
(:aining "a fair deal for harassed exhibi-
_;ki' "knights of old," according to a pro-
Mtl made at the NCA annual convention
re this week (2, 3), an army of exhibitors
•uld descend upon the film companies' New
irk offices a la crusaders of history to fight
)e to toe" with sales heads to eliminate
;h film rentals for top pictures and must
rcentage in the smaller situations and
osequent runs.
[n case the "army" was denied victory in
•w York, it would march on to Washington
try to recruit federal government allies so
mother battle could be fought on
: day.
»SSES VERBAL BRICKBATS
The convention tossed verbal brickbats at
lat was called film company "greed."
idence of this, speakers charged, was
ormous film company earnings coincident
th small exhibitors being driven out of
siness. Speakers raked distributors over
5 coals for remaining blind to exhibitor
!as to sell on a "live-and-let-live" basis
th ability to pay as the basis for film
itals.
Much of this was a repetition of previous
;a convention mutterings and disgruntlemt,
but, if possible, the feeling was
onger.
\mong other matters discussed were toll TV
d the hoped-for meeting of the National
lied Theatre Owners of America comttee
with film company presidents.
Sxhibitors at the convention were warned
they are able to survive present "unnsciable"
film rentals, pay-as-you-watch
leo would remain a threat to their exence.
They were urged to get into the
ht against it more actively and to do
;ir financial part in the battle.
VITES SUGGESTIONS FROM FLOOR
Suggestions regarding the issues that
lied-TOA hopes to discuss with film comny
heads were invited from the floor.
:n addition to Benjamin Berger and S. D.
.ne, NCA president and executive counsel,
^pectively, speakers included Abram F.
;ers and Rube Shor, National Allied general
insel and president. The announced apuance
of 20th-Fox bigwigs did not maialize.
Regrets were received from Al
•htman, sales manager, and W. C. Gehring,
assistant, and Alex Harrison, western
manager,
following the two-day session, Monday and
esday, the MOM Ticket Selling Workshop
s held on Wednesday.
'resident Berger led off the sessions with
bitter arraignment of those who "are
I
itroying the small theatres and eventually
1 destroy the entire industry."
'
«* expressed confidence that Theatre
Many Stay Over for MGM Workshop
MINNEAPOLIS—President Berger noted
the registration was about 200, with many
members not arriving until Tuesday so as to
have time to take in the MGM Ticket Selling
Workshop the next day.
Noticeably absent on the opening day were
Bill and Sidney Volk, leading circuit owners
and members of the organization since its
inception. Bill was ill and private business
prevented Sidney's attendance. However,
Sidney was on hand for the Tuesday afternoon
session.
"After 30 years in the show business, you
can't shut off the faucet," explained Don
Buckley. The Redwood Falls, Minn., capitalist
has retired from exhibition to take life easy.
"After all," he said, "all my friends are here."
Buckley, who spent the winter in California,
even was named to one of the committees.
Charlie Jackson, retired Warner Bros,
salesman, was on hand, having come from
Clearwater, Fla., where he now resides and
recently bought a winter home. They'll
summer at their Balsam Lake, Wis., summer
cottage, as hitherto.
S. D. Kane, executive counsel, gave a
resume of the recent legislative sessions
Owners of America would join National Allied
in going to Washington for exhibitor relief
if film company presidents refuse to meet
with the joint Allied-TOA committee in the
proposed roundtable on theatre owner distress.
"Our house is afire and something must be
done immediately," he said. "And if the
roundtable eventuates but fails to accomplish
a change in film companies' sales policy,
I'm satisfied that the two bodies will work
together to bring about legislation aimed at
stopping the film companies from continuing
their present vicious monopoly and enable
exhibitors to buy pictures on the ability-topay
basis."
Berger accused the film companies of
"stealing" from exhibitors the fruits of the
latter's admission tax victory. Declaring
that "no industry can survive half-rich and
half-poor." he pointed out that while the
film companies are showing bigger profits
than ever before in their history, "most
exhibitors at the same time, particularly the
small-town and suburban theatre owners,
are operating at a loss."
The reason that the exhibitors have made
so little progress in their present fight, he
explained, is because "you can't lick a
monopoly," w'hich, according to Berger, is
what film production constitutes.
"We are very unfortunate to have become
part of an industry in which the producer
has a monopoly. A monopoly is like
a disease. When you cure one spot it breaks
which, he .said, were highly successful from
the film industry viewpoint. Defeated were
a local admi-ssion tax enabling bill and a
daylight savings measure.
Abram F. Myers, Allied States general
counsel, pointed out that while there's a
shortage of new pictures reissues are in
plentiful supply. "These oldies have long
since been liquidated, but the film companies
are getting film rentals for them in
excess of their original prices," .said Myers,
"It's typical of film company practices
getting all the traffic will bear."
Convention visitors were invited to make
the Variety Club their headquarters and were
provided with tickets for Cinerama.
There was a telegram of regret from A. L.
Anderson, Plankington, N. D., explaining his
absence on account of illness. A telegram
from Walter Branson, RKO sales manager,
conveyed his best wishes for the convention's
success.
Committee chairmen were: nominating,
Sim Heller. Grand Rapids, resolutions, Clarence
Kaake, Duluth, and finance, Martin
Lebedoff, Minneapolis.
out in another. There is only one logical
answer: place the monopoly under government
control. If this is not done, and qiuckly,
we all w^ill perish.
"I have tried to point out this predicament
to the National Allied boards for the past
several years and have been offering a plan
to combat the monopoly. However, the
boards, comprising deliberate, hard-headed,
conservative businessmen, always felt my
proposal was too radical.
"Only recently, as you are familiar, the
present board found that it had exhausted
all peaceful efforts and there's nothing left
to be done except to ask the government
for help.
"During all my lifetime I have been fighting
film company monopoly. I was naive in
thinking that the distributors would see the
light and stop destroying the small theatreowner.
"I learned rather late that monopolies cannot
be cured. They must be destroyed. As a
born optimist, I regret that I now have
become a pessimist. An exhibitor once was
proud to say he was a theatre owner. That
no longer is the case."
Alex Kling Adds Signs
BELLE FOURCHE, S.
D.—Alex Kling has
erected a new neon sign at the entrance to
his Kling Drive-In on Highway 212, and has
installed new driveway umbrella lamps anri
two new floods.
XOFFICE :
7, 1955 NC

. . John
—
. . The
. . Fontas
. . George
. . The
. . Ben
, .
D E S
MOINES
pveryone here is excited about Variety Club's
new project—the sending of children with
heart defects to the Variety Hospital in Minneapolis
for the very special operation which
i^ accomplished there. The women's committee
also will support this project and Chief
Barker Fi-ank Rubel and Betty Olson, chairman,
are busy working on the necessary plans
for a successful year of "saving children's
lives." Invitations to the membership tea for
the women's division are in the mail and the
affair is to be held May 13 at the home of
Mrs. Myron Blank.
Mable Magnusson, Lou Levy's secretary at
Universal, was away from her desk for two
days with the flu , . . Mildred Davis, Univer-
.ca', is a temporary widow while husband Tom
is working in Kansas City .
MeiTick,
the film, stage and television personality,
visited his family and friends last week. He
was called to Des Moines because of the illness
of his father, former state representative
Fred Stiffler of Norwalk. Merrick, who appeared
on Jack Benny's television show last
month, has appeared on over 80 top television
shows and has a role in Cecil B. DeMille's
"Ten Commandments," now being filmed.
Three starlets in "Three for the Show"
Evelyn Bunn, Laura Brock and June Edwards
—appeared at the Orpheum, where the picture
was being shown, and passed out autographed
photographs ... J. J. Jacobson,
Davenport theatreman, was amused at 'j^
12-year-old daughter the other eventi
While dining in a restaurant, a waitress cov
plimented her on her dress and observ',
"It looks like a beautiful Christian Did'
Susan Jacobson replied, "I'm sorry, miss, ijtl
I'm Jewish."
Dorothy Day Gottlieb, former publicity ijl:
at Tri and Central States, had a hand n
picking the Drake Relays queen last weeend,
glamorous Angle Branch, senior at 1b
University of Houston . Jessel i-
peared as emcee at the Beth El Jacob Syigogue
tercetenary celebration here recently
milwauke:
T arry Beltz of Wausau Theatres, "Wausii
was seen on Pilmrow . TS,;-
consin Theatre celebrated its 31st an}-
versary night with a big stage show .
;
Edward Remig, Film Distributors Audit (),
is visiting Benny Benjamin's Realart ;•
change . . . Daniel Hans has been promodi
from projectionist to manager of the Jeff
son Theatre, Jefferson . . . Russell Leddy»ft
the Orpheum Theatre, Green Bay, wasp
booking . Campus Theatre, Ripon, js
installed a new plastic screen.
Tom Morgan has taken over the manafment
of the Grand and Times, Clintonv.s,
and the drive-in at Menomonie ...On
Enterprises moved its office from the Emye
building to 5906 Port Washington Rd. . :
Standard Theatres is constructing new, late
'
.'creen towers at its drive-ins in Sheboyi'a, j
Racine, Janesville and Beloit , . . Olsr
Trampe, who attended the recent Natickl
Film Carriers convention in New York, is
elected to the national board of directors .
The Gem Theatre, Gillett, was reopened a.-?:
being closed for three months.
Jack Lorentz, 20th-Fox manager, retur'd
from a vacation in Florida . Maijs
of Marcus Theatres and Hugo Vogel of Thitre
Equipment Co. were in Los Angeles.0
attend the national Variety convention. £.ii
Kaufman, who was vacatiomng in Hawii,
also attended .
Goergiades, for)?r
manager of the Badger Out Door Theae,
Janesville, was awarded $6,000 for his sKre
of the profits in the drive-in. Georgiades a
former booker for Fox-Wisconsin Hik
. . .
Toilette of Marcus Theatres reports the baling
of a new drive-in north of Clintonville'.
G. P. Jonckowski, exhibitor at River F;/5,
reports the death of his father.
Minneapolis lA Seeks
Reserved Seat Staffs
MINNEAPOLIS—lATSE is trying to orgj^
ize all reserved seat ticket sellers and talti
at theatres and elsewhere. Local exhibiW
fear that If the new union is launched, effp
eventually will be made to bring the frontifH
the-houses staffs in the unreserved siita
theatres into it, including the managers.
William Donnelly, lATSE representaH
here, who is directing the present m(9i
claims sufficient progress already has KB
made so that "we'll soon be able to conjc
employers regarding a contract."
Affected immediately will be the Lyce|il
local legitimate theatre; the Century, wlp
Cinerama holds forth, the baseball pai-k, |i'
municipal auditorium and the wrestling ii
boxing office. Donnelly say he expectsfl
initial membership of from 40 to 50.
f
74
BOXOFFICE :: May 1, ^

AA)
; May
. . Among
'eter' Doubles Par
a Omaha 3rd Week
OMAHA—The State Theatre did even
jtter in its third week than the second
ith "A Man Called Peter" and more than
Des Moines Youngsters Flock to See
'Davy Crockett/
' (UA's, *" not
I •*/ if\^i Disney}
b^Ull^jpry
'vonne De Carlo and Zachary Scott, starred
» Allied Artists' "Shotgun," will make an
'day, 11 -city Texas tour.
£^
been closely
associated with the Cecil Theatre during his
long service with Ai'thur.
Mr. and Mrs. Klemas have two sons, Pfc.
Roger L. Klemas, serving with a medical
detachment in Germany, and Fireman Ted
D. Klemas, serving in the Navy at Guam.
DES MOINES—Like the Mexican lio :.
that stormed the Alamo to make a i-.r-i.-. ,
Davy Crockett, Des Moines youngsters sioi m :
two theatres here last weekend to make hi:;
an even greater hero to the film industiy
"They ,say he's on television," gasped Mrs
Loretta Conley, manager of the Uptown Theatre.
"I don't know. I don't ever have time
to watch television. But that's one place
where television has helped us, I gue.ss."
Mrs. Conley, like Mrs. Pearl Fort, manager
of the Hiland Theatre, spent much of FYiday
evening and all day Saturday and Sunday
meeting the onslaught of thousands of youngsters
who whooped into the two theatres.
With some parents acting as scouts, the
youngsters were lured to the theatres by the
film, "Davy Crockett, Indian Scout," United
Artists reissue, originally released in 1950.
An estimated 5,000 youngsters saw it during
the weekend. Mrs. Conley said the Uptown's
regular 2 p.m. matinee started instead at
11:30 a.m. Saturday, but the theatre still
couldn't hold all the children. "I thought
we had every kid in Des Moines Friday
night," added Mrs. Fort. "But on Saturday
and Sunday I realized we hadn't seen any
of them. They just pour in. You wonder
where they all come from. I've been in the
theatre business since 1943, but I've never
seen anything to equal this."
"This is the biggest thing we've ever had,
and I've been here about a year," said Mrs.
Conley, explaining how the Uptown was
jammed all day Sunday. And how did the
coonskin cap set behave?
"Oh, pretty well." Mrs. Conley reported.
"The biggest trouble is how they get in and
out of their seats to go to the confectionery
counter. Pretty soon it gets so you can't tell
who's supposed to be sitting where. Saturday
we were about all ready to jump in the
river."
Roy G. Jones, 74, Retired,
Dies at Shenandoah
SHENANDOAH. IOWA—Roy G. Jones, 74,
retired theatre operator, died recently at
Hand Community Ho.spital here where he
had been a patient since April 6. Born in
Page County, near Clarinda, he had been in
the theatre business in Des Moines for 25
years. Following that, he and his wife moved
to Glenwood where he supervised a lx)ys'
cottage at the Glenwood State School for
over four years. He then retired and spent
a year in Tampa. Fla., and three years in
Hot Springs, Ark. He is survived by his
wife. Mary Ruth, a brother and a number of
nieces and nephews.
7"^
COODTRAILU^
IN DOUBLE-
QUICKTIME.
1327 S. WABASH
CHtCAGO S, III.
630 NINTH AVENUE
NEW rORK 36, N.Y.
ORDER YOUR NEXT
SPECIAL
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XOFFICE :
7, 1955 75

-
^K
CLEVELAND
rj»ntf t.Tir nEif 5CE: i ~ ~'ii ijiT!::
rani T!:ar at^ s iat- ; isc
35
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SIMPLEX XL MECHANISMS
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INCINNATI -Rme' Opens in Kentucky 'DoctOr' ShOWS U. : 5Si
; itsmafeA bf a Eire J-y? -'
-i jnTwiMintal C8ty.'
Arter Star AppearcEnce
Tis^vAll Scz-is^ CiiajEHs.. iasanaea s^
-; X galea's 3ii SsEffiaeScj laf 'uiDe "Jritefted
aaeem twper
In Cmcianati Rul
,
al-
3im>«iOitt,3itlv»K
112s
a lar-iaas irnj-^-n-tr ,cic saanrjCr ana ^uuiek
Chokeres Gift to Court
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13IL :rMi£ "EC JV!titi4tir I
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— corij jra— *^«i^nr Sanrrtko* 2ZHT*-?a«:i'
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Heler. S':r.e, 90, Dead
IT T^TIJT: ?^a^">g^^
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^1 27^ uDC f^^iiifPt- S2QE3. JEjL-
ERNIE FORBES THEATRE SUPPLY
Bow 'vbe Stoy^
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amd 1&. and Mirs Kngd
Hjm^ WlieEier. Gal^ofe; 3. 9C
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aa itlie
W. Ta^ WalSET T»«i»iii gM3»
Ss^ JtUUAJu^ 1 BmiBHllJiiiw IljTt' ^ttafllL
%. ni"^ aiMtHnag^ K^^ Aide HaB-
Sovaid SaeSBOBi, 'Vaoatse-
bSer aft i
juLiital of a mnr
T'fTr ^^o lave &
Iran Buys Two Theatres
-\-rymjj? WIS.—iiK aesiwsy *
i:'..- voA die ]i^«s andoor Uieadizes iete
^ T :.~-„rrn «m^ Iv C^an I^uiuiWBes of HS-
»Atae fioBi die Aikay AsanseaBont OoEp.
^Hk Daiifeu Ootdaar Tlaeaijwt OBl Del
' i^tf. ae icpoK«s tOHft a oev giadt soeai
I ? ^JjI he cBBBracted ait lAe AxR-a lar
3 ^:^nae 'tf CSneBaSenpe paekaae^ as «effi
INDOOR
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TAKING ORDERS
OUTDOOR
for RCA STEREOPHONIC SOUND
DYNA-LITE SCREENS
WIDE-ARC LAMPS • SELENIUM REGIFIERS
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DRIVE-IN THEATRES OUR SPECIALTY
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|

. . Nat
. . . Leo
. . . Another
. . Urban
. . Al
. . "Doctor
. . Joe
. . The
. . RKO
: May
CLEVELAND
T eonard Mishkind of General Theatres became
father of a son at Lakeside Hospital,
named Howard Dale. He is the third
child and only son ... A fifth child was born
to the Jack Ochses of the Ochs Drive-In circuit.
The baby is theii- fourth boy and is
named Gregg Stanley . . . Leroy Kendis of
Associated Theatres is wearing a cast on his
shoulder, injured in a fall . . . Off on a
three-months trip to Europe this w^eek went
August Ilg, pioneer Lorain theatre owner,
retu-ed since he sold his Ohio Theatre to
Nate and Sam Schultz . Barach, National
Screen Service manager, and his wife
planed west over the weekend. Las Vegas was
their first stop. Barach will attend the
Variety convention in Los Angeles . . . Schine
circuit has clo.^ed the Tiffin Tlieatre for the
summer. It has been operating on a weekend
policy . . . Joe Scully, auditor, was at Republic
SIMPLEX XL MECHANISMS^
i The VERY BEST in Projector Mechanisms^
(Ask the man who runs them)
• The best deal.
• The best projected picture.
• The latest improvements.
Just the right mechanism for
Stereophonic and CinemoScope Fil
Ask for
Details
Now.
NATIONAL THEATRE
SUPPLY CO.
2128 Payne Ave. Phone: PRospecl 1-4613
Cleveland 14, Ohio
Jones is an individualist not bound by
custom. Last week he played "A Man Called
Peter" at his Star Theatre, Upper Sandusky,
to such good business that he rebooked for
two weeks after the first run.
The Hippodrome will be the first downtown
Cleveland house to have complete Vista-
Vision equipment. A RCA Dyna-Lite screen
measuring 25x58 feet and new lenses will be
installed by Oliver Theatre Supply Co. for
the opening of "Strategic Air Command"
May 19. RCA technical engineer Frank
Grande is supervising the installation.
Some of the Hollywood glamor recently
rubbed off on circuit owner Jack Shulman and
his wife when they, Grace Kelly, Gary Grant
and Mrs. Grant were all in Las Vegas at the
same time . . . Soger's new Pilmrow restaurant
made a hit with film folk by listing on
its menu a 20th-Fox Cleveland Sweepstakes
special sandwich. The stunt (and the sandwich)
was the talk of the Row . Margolian,
RKO publicity man, has arranged a
style show tieup with the Higbee Co. for
the May 12 appearance of fom- starlets who
are touring 16 cities to promote "The Son
of Sinbad." The picture has a June 2 date
at the Palace.
Mac Mink and his wife Dorothy have
turned the keys of the Palace over to Frank
Smith of the RKO circuit in Chicago for
two weeks while they vacation in New York
vacationist is Peter Rosian,
U-I district manager, who with his wife Mae
is acquii-ing a Florida tan . Ander-
PI
son. manager of the 3,800-seat Uptown 1;.
atre, has announced that starting Mayis
he will present stage shows every Suniy
featuring top name bands. First one will
Lionel Hampton, with Louis
jt
Armstrong j,
lowing. Two matinee and two evening
]j
formances are contemplated.
Joe Shagrin, owner of the Foster These,
Youngstown, reports his twin brother Rx,
H
a talent agent of Hollywood, will be in tlse
parts in May . Krenitz, Republic sasman,
and wife have as their house guts
their daughter Marilyn and small son fm
Bridgeport, Conn ... It is reported that le
Majestic in Lima is closed again ... Last
word from the Cleveland Clinic is that 'A
salesman Jack Share is now definitely m
the road to recovei-y after surgery, .s:
weekend he suffered a relapse.
"Marty," the UA picture everybody's tking
about, drew a full and enthusiastic hs,e
at the Friday night screening in the 2h-
Fox screen room . mother of Mva
Ro.5enblatt, AA secretary, died last week
.
The son of Warner Manager Bill Twj's
secretary. Staff Sgt. Forrest Weaver, a
member of the famous SAC, stationecat
Okinawa.
The Columbus interests that operate t-ee
art houses in this territory—the Bexle; in
Columbus, the Studio in Detroit and he
Heights in Cleveland—have added a fo\th,
the Avalon in Toledo, a former Marvin Ha-is
operation . in the House" di so
well at the Fairmount Theatre that it pi ed
two full weeks and half of a third, the:by
hanging up a house run record.
Off for Los Angeles and the Variety n-
vention this weekend were Irwin Shenki of
Berlo Vending and his wife Annette: Leoird
Greenberger, manager of the Fairmount nd
his wife Finances, and Jack Silverthorne-. .
Bob Ditrick, MGM booker welcomed his rsi
child recently—a son . District J,
ager Morris Lefko's son Bob graduati
June from Syracuse University . . . ParamI
sneak-previewed "The Seven Little Foys
Tuesday (3) at the StiUman Theatre . . .K)
secretary Bob Wile urges all members tcjill
out the questionnaii'es sent out by the Bu]
of Census in Washington, to supply stati]
important in the campaign against the
eral admission tax.
COLUMBUi
T ouis K. Sher, owner of the Bexley Art i
atre here, has acquii-ed the Little, Ylo»
Springs, Ohio and the Crescent at Louis lie
Ky. Sher also operates the Cleveland Heht-
Art Theatre. He is planning to acquire ;ditional
theatres m other cities. Richard Icker,
assistant manager of the Bexley, hasi!
named manager of the Little, which w:|
operated on a split policy of art filmsjj
commercial features. The Crescent
an art house.
NOW OPEN . . . FILMROWS NEW
BOGER'S
RESTAURANT
Edw. Boger, Prop.
Finest Food in the Finest Surrovnd ngs
Meals Served 6 A. M. to 7 P. )<
Worner BIdg. Cleveland 2300 Poyri' Ave.
L O- L THEATRE CONCESSION
INCREASED PROFITS - DECREASED WORRIES
PERSONALIZED SUPERVISED SERVICE
DRIVE-IN AND INDOOR THEATRES
2937 St. Aubin Datrelt 7, Mich.
Tempi* 133S0
Lou Holleb, general manager of thd
Town Auto Theatre in suburban Whiti|
hopes to open the new outdoor theatre
in a few days. The In-Town has been i{|
construction for several months.
Bill Dalton, who was organist in the •20^
and early Thirties at the Majestic, GiPd
and Ohio, is back in town as organist a{
Tremont restaurant.
78
BOXOFFICE
:
7|

, mohoo,
I
•
Jatres.
.
Birthday
'
'
for
. . The
. . Ralph
—
— —
tiNCINNATI
lou Clemmer finally reopened his Cruise-In
in Miami.sburg, Ohio. Saturda? (30) with
,w all steel screen tower. The old tower
IS destroyed by a fire several weeks ago . . .
'-he Immortal City," a Technicolor picture
owing art treasure.s in Rome, including the
is itican, scheduled to open in the Guild
'leatre following completion of the current
'toctor in the House."
Imts. John Eifert, sales manager at War-
(rs, underwent surgery at Christ Hospital
Roberta Burns, daughter of booker Bill
'irns, WB, is making preparations for her
arriage in June . . . Lillian Ahem, cashier
Paramount, was on vacation for a week
greetings to Rube Shor, May 9;
lastave J. Boudot, May 13; Mark S. Cum-
[ins. May 15; Bob Frederick. May 4.
•Ben Bein, service manager at National
ireen Service, was due to leave the hos-
(tal and convale.sce at home . Bur-
-g, exploiteer for Paramount, went home
•cently to attend the 55th wedding aniiirsai-y
of his parents . local Fox
reening room is having a widescreen in-
'lUed by the Midwest Theatre Supply.
Willis Vance, owner of the Guild and the
i^ntral Ticket Office, reports his first grandiild
was born (a girl) to his elder daughir
Jane. The Varices have three daughters
. Sid Katz of the Kay-Lee Corp., a theire
promotional organization, will attend the
lied Theatres convention in Minneapolis May
5. Katz and Joe Lee also will -Ije present
the exhibitors convention in Atlanta
lay 15-17.
jA de luxe drive-in will be constructed in
biu'ban Oakley by Midstates Theatres, acrding
to Nick Shafer and Roy White. Fully
[Uipped for all types of film presentations,
. will accommodate approximately 900 cars.
'Rifle' Opens in Kentucky
After Star Appearance
CINCINNATI—Screen Clas.sics. headed by
Edward Salzberg, has scheduled many prerelease
engagements in Kentucky of the widescreen,
Pathe color film, "Kentucky Rifle,"
May 5 to 17.
Stars Chill Wills and Lance Puller appealed
at the annual Blue Grass Festival
in Lexington Tuesday (3i under the guidance
of Bob Cox, district manager for Schine
Theatres. Among the theatres included in
the prerelease run are the Ben Ali, Lexington;
Margie Grand, Harlan; Russell, Maysville;
Madison, Richmond; Capitol, Frankfort;
Leed.s, Winchester; Reda Drive-In, London;
Hippodrome. Corbin; Manring, Middlesboro;
Paris, Paris; Starlight, Danville; Weddington,
Pikeville; Ti-ail, Ashland; NoTO.
Cumberland; Midway, Cynthiana.
The film world-premiered at the Panorama
Theatre in New Orleans April 27. It opened
at the Paramount Center in Owensboro, Ky..
May 4.
Chakeres Gift to Court
SPRINGFIELD—The municipal court has
a new 16mm sound projector and screen,
thanks to Chakeres Theatres. Presenting the
gift was Michael H. Chakeres, vice-president.
Participating in the presentation were Police
Chief LawTence A. Abbott; Theodore Rose,
projectionist and sound engineer for Chakeres;
Patrolman Dallas Hanlin. mvmicipal
court bailiffs Frank Kinsler and Lymon Alexander
and Judge Ben J. Goldman. The equipment
is being used by the court and police
in showing traffic safety films.
ERNIE
'Doctor' Shows Up Best
In Cincinnati Run^
CINCINNATI—"Doctor in the Hoi,
.
the Guild art theatre, made the best sii,. i .
for the week and probably will renuun. ,•-.
the Guild for several weeks. "A Man Caller,
Peter" also continued to hold up well and
was .slated for its fourth week in Keith.-,
Albee— Eost o» Eden WB), 2nd wk 90
Grond—Coptoin Lightfoot (U-l), Dettry (U-l)....nO
Polace—Three tor the Show (Col) 00
Guild—Doctor in the House (Rep) '

; May
i
Tri-States City Manager
Made Kentucky 'Colonel'
From North Control Edition
CEDAR RAPIDS, lOWA—Hany L,
Moore,
city manager for Tri-States Theatre Corp.
here and formerly associated with Leo F.
Keiler of the Columbia Amusement Co., Paducah,
Ky., for 20 years, has just been honored
with the title of "Colonel" by the governor
of Kentucky. The title came just in
time for the Derby.
Moore's son, Harry L. Moore jr.. is a midshipman
in his second year at the U. S. Naval
Academy at Annapolis.
Moore has been with Tri-States seven years.
FOR SALE!^
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CONDENSING
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woodward 3-1520
Of
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1326 Dime BIdg.
Detroit 26, Mich.
Advertising Method ... is
PROGRAMS!
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Theatrical Advertising Co.
2310 CASS AVE. DETROIT 1, MICH.
Phone: Woodward 1-2158
ir SEAT UPHtlLSTERING OUR SPECIALTY -A-
Heavy-Duty Automotive Miterlals
Sfwed Sett Covers M^de-to-Order
All sizes, all colors, most reasonaljle
SERVICE SEATING CO.
1507 W. KIrby
Detroit S, Mich. nrier 7-8015
"Detroit's Theatrical Florist"
EARL BRADLEY, Florist
(Formerly Lorenzen's)
19800 Jomes Couzens Hwy. Phone
Detroit 35, Mich. BRoodwoy 3-4646
DETROIT POPCORN CO.
Service PorH Repolrt
READY-TO-EAT POPPED CORN
Corn - Seasoning - Boxes - Salt
DISTRIBUTORS OF CRETORS' POPCORN MACHINES
5633 Grand River Ave. Phone TTIer 4-6912
Detroit 8, Mich. Niflhtt- UN 3-1468
BOWLING
DETROIT—Allied Film and Republic are
tied in the Film Bowling League. Latest
standings are;
Team Won Lost Teom Won Lost
Allied Film 37 23 AA 31 29
Republic .37 23 Theotricol .23 37
UA 34 26 RKO 18 42
New team three-game high: Allied Film,
2547; RKO Radio, 2519; Republic, 2479. Individual
thi-ee-game highs: Hogg, 618; Stimac,
614, England, 591.
High team single game: Allied Film, 936;
Allied Artists, 901; Theatrical. 879. Individual
highs: Sturgess, 245; Stimac, 245; Baran, 243.
The championship roll off featured Allied
Film vs RKO Radio, with Allied taking the
lead and RKO runner up.
New officers elected for the 1955-56 season
are: president. Bill Kozaren; vice-presidents.
Jack Susami and Bud KUbride; secretary and
treasurer, Stanley Baran.
The Film Bowling banquet was held April
IS at the Variety Club atop Hotel Tuller.
Among the guests were Bill Clark of Clark
Theatre Service. Harold Brown, Jack Haynes
and Tom Byrele of United Detroit Theatres,
and Ray Branch of Film Truck Service.
'Gate of Heir Premieres
At Detroit Theatre
DETROIT—The fu-st Japanese picture in
color to be shown in Detroit opened Friday
(61, at the Krim Theatre in suburban Highland
Park. Winner of the New York Film
Critics' award for the best foreign motion
picture of the year, "Gate of Hell" also
captured the grand prize at the Cannes and
Venice Film festivals.
Filmed in Eastman Color, the feature was
produced by Masaichi Nagata for the Daiei
Motion Picture Co. of Tokyo. Before the
actual shooting began, a crew of Daiei
technicians came to the United States to
study the Eastman Color process at Rochester,
N. Y., and the making of color films at
Warner Bros, studios in Burbank, Calif.
"Gate of Hell" also won the recent aw'ard
of the Academy of Arts and Sciences for
the best color film in 1954.
Jack Zide, Irwin Pollarci
Buy Imperial Pictures
CLEVELAND—Jack Zide of Allied Film
Exchange. Detroit, and Irwin Pollard, former
Cleveland Republic branch manager, purchased
Imperial Pictures, only local independent
exchange, from Mrs. Bernie Rubin.
They took immediate possession. Pollard returns
to Cleveland to take charge. Present
personnel, including booking-manager Betty
Bluffestone, will be retained.
Airer Goes Mociern
WARSAW. KY.—Riverview Drive-In, Carrollton,
has contracted for a widescreen for
showing Cinemascope, VistaVision and
Superscope. The airer recently opened for
the season with new projection and sound
equipment.
Ruth Roman With Paul Douglas
Ruth Roman will play the femme lead opposite
Paul Douglas in Columbia's "Joe Macbeth."
$300,000 to Chesapeake
For Pictures Sold to TV
CLEVELAND— At the annual stockholdJi
meeting of the Chesapeake Industries r
Cleveland April 27, President William
;
Eagle Lion pictures to TV had netted abo,
MacMillen jr. stated that the sale of ti
$300,000 and that their sale abroad add
another $30,000. He al.so revealed that .settli
ment of the company's antitrust suit agairj
Loew's, RKO and others is expected with,
the next two months, with what he termi
"substantial recovery" anticipated.
All officers were re-elected as follows: Wi
liam C. MacMillen jr., president; Livingsti
Goddard, treasurer; John O. Henry, secii
tary; Arthur S. Kleeman, chairman: Domi
H. Carter, William R. Daley, James H. Drum,
Chalmers G. Graham, James M. King jr., E.
gene F. Kinkead, Neely Powers. Everett
Reese, Charles Shipman, L. C. Turner al
Kenneth M. Young.
Associated Circuit Heads
Buy Apartment Building
CLE'VELAND—Three executives of As.y.
ciated Theatres, Meyer Fine, Abe Kranr
and Leroy Kendis, have purchased the i'
suite apartment building on East 30th str4
between Euclid and Chester avenues fora
reported $970,000. Seller wa,s the 2925 Euclj,
Inc.
This is the most modern residential apa)-
ment in the downtown area, built in lis
by Maurice Kleinman. The new owners ha
formed East 30th Apartments to operate le
project.
Columbia Gets TV Permiti
PADUCAH—The Columbia Amusement C.,>
Leo F. Keiler, president and general me
ager, has received an FCC permit aaathoriz:^ i
a television station here. A local newspa)r t
was the rival applicant for the permit. (.[•
lumbia owns and operates the Aixade, (K
lumbia, Kentucky and Rialto theatres and ijes
Paducah Drive-In, and the Capitol and V.«!
sity theatres in Murray. It is also construct^
a 1,000-car twin-screen drive-in at Wlti
Paducah.
Several Houses Improve

I
Uprising
I ramount—The
;
PROVIDENCE—
. for
—
old Weather Dampens
ioston Boxoffices
BOSTON—Cold, rainy weather put the
kmper on business here, with many of the
bldovers suffering. "Glass Slipper" aplaled
to the children for vacation week.
Paris With Love" led the field of
!'o
I'wcomers, while "Cell 2455. Death Row"
|is also good.
|iealh Row' Dominates
'ew Haven Scene
NEW HAVEN—Three of the four major
iiwntowners did above average business.
i;el! 2455" made the highest score with 140.
'."he Blackboard Jungle" had a strong hold-
;er at Laew's Poli.
Deoth Row (Col); Seminole
Mlege Cell 2455,
luprising (Col) 140
Eternal Sea (Rep); The Atomic
Kid iRep) 75
I—The Blackboard Jungle (MGM); Green Scarf
,Regol). 2nd wk 120
ger Sherman—The Purple Plain (UA); The Steel
Coge lUA) 110
temal Soa' Hits 140
Providence Bo'w
Parades, blaring bands,
'captions, personal appearances and other
istivities incidental with a world premiere,
|,e first ever held locally, sent "The Eternal
t:a" off to a grand start, but the one-week
|(gagement met opposition in a continuing
i.ne-chilling rainy period. Racking up a
ild 140, the picture set the pace among
[iwntown houses.
(Dee—The Eternal Seo (Rep) 140
U„'s_The Blockboord Jungle (MGM), 2nd wk.. . 1 15
lliestic— East ot Eden (V^B), 2nd wk 100
litropoliton— He;i Raiders of the Deep (IFE) 90
byhouse— Four Ways Out (IFE) 100
lond—Tight Spot (Col) 100
.irtford Packs
avy' Reissue
.HARTFORD—Biggest attraction of the
I'ek here was a revival of "Davy Crockett,
diau Scout," bringing out youngsters by
f tliousands. School vacation, of coui'se,
lilt the difference between normal and
rinendous boxoffice receipts.
yn—Mombo (Para); I Cover the Underworld
(Rep) 80
t—Doctor in
A Loew—Cell
the
2455,
House
Death
(Rep)
Row
110
(Col); Seminole
Uprising ,Coi) 95
li—Man Without a Star (U-l); Yellowneck (Rep), 100
loce—The Gloss Slipper (MGM); Shadow of
Tombstone (Rep); 2nd d. t. wk 125
and—Davy Crockett, Indion Scout (UA), revival;
Tarion's Hidden Jungle (RKO) 220
/ill Distribute 'Eden'
BOSTON—Walter Bibo. president of Ex-
.• i;
highest point," and a check for $500 i-
the Variety Club and his industry fnci.i.
in attendance.
The Roof Garden was nearly filled with
exhibitors, distributors, managers and equipment
men. Among those who came in from
out of town were Norman Zalkind, Harry
Zeitz, Spero Latchis, Bill Canning. Joe
Stanzler, Morris and Melvin Safner. Richard,
11-year-old .son of Phil Bloomberg, came in
from Salem with his daddy. Larry Gardiner,
ret red RKO sales manager was greeted enthu.siastically
by his former friends, as was
Louis Stern, former exhibitor who is now in
another field of business. Another rare visitor
to the d'strict was Irving Green, who now
operates only one theatre, the Park in
Everett.
Hartford Airer Opening
Postponed to June 15
HARTFORD—Approximate opening date
of the $600,000, 2,070-car Meadows Drive-In
being built in the North Meadows section of
Hartford has been changed from May 15 to
June 15. Atty. Bernard E. Francis, counsel
for the Meadows Drive-In Theatre Corp. of
Hartford, which will lease the ozoner to the
Smith Management Corp. of Boston, announced,
"We're planning to install at least
800 in-car heaters."
The Meadows, believed to be largest drivein
in the world, will play first-run attractions.
COODTRAILI
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QUICKTIME.
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CHICAGO S, ILL.
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NEW YORK 3«, N.Y.
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STATE
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[
BOSTON
The Brattle Theatre, Cambridge, will return
to a summer season of legitimate stage
productions starting July 5, according to
Bryant Haliday and Cyrus Harvey jr. Three
years ago, when Haliday and Harvey purchased
the property, they put in rear projection
equipment and have been showing
foreign and art films. The theatre will return
to films in the early fall . . . Jack Benny
was honored at the 18th amiual goodwill
dinner of the Massachusetts Committee of
Catholics, Protestants and Jews at the Hotel
Statler Thursday evening (5). Benny, Gen.
Walter Bedell Smith, former undersecretary
of state, and Gov. Theodore McKeldin of
Maryland received citations. Maxwell Rabb
of Boston, secretary of the cabinet, was the
toastmaster.
Donald Sweenie resigned as manager of
the Nashoba Drive-In, Boxboro. to devote his
full time to his winter job as an agricultural
chemical broker. He opened the Nashoba
four years ago with a group of West Acton
businessmen and has been active in its operation
as manager. This spring, Joseph E.
IMAGE & SOUND SERVICE CORP.
"The Best Value In Sound Service"
445 Statler Building
Levine, in partnership with Barnet Yanofsky,
took a 15-year lease on the property and are
now operating it. No replacement for Sweenie
has been announced by Levine, president of
Embassy Pictures.
Nat Hochberg, who has been an exhibitor
for a number of years, has been appointed a
booker at Affiliated Theatres Corp. by President
Ai-thui- Howard and Vice-President Seth
Field, replacing Carl Goldman, who resigned
to become lENE executive secretary. He is a
brother of Joe Hochberg, buyer and head
booker of Affiliated . . . Ken Forkey, Park
Theatre, Worcester, returned from a vacation
spent in Florida, looking tanned and rested.
Loew's State and the Pilgrim are cai-rylng
the closed circuit telecast of the heavyweight
championship fight between Rocky Marciano
and Dan Cockell on Monday evening (16).
The State, with 3,500 seats, is charging $3.50
for the entire house. As the fight starts at
11 p.m., the management is emptying the
theatre at 9:30 that evening, reopening at
10:30 for fight fans. The Pilgrim is charging
$4.40 and $3.30 per seat for reserved seats
in the orchestra, and $2.80 per seat for the
unreserved balcony. The management is
emptying the theatre at 7, reopening at 8,
allowing the fans to see the entire program
of two pictures before the fight.
The heavy campaign on MGM's "The Prodigal"
is under way here with Floyd Fitzsimmons
and Karl Fasick working with Arthur
Canton of New York and local theatre
publicists. TV, radio and newspapers wilij^
used freely along with other gimmicks
Over at Universal, Johnnie McGrail is W(c.
ing with Jeff Livingston, eastern publity
head, on the TV saturation campaign on le
package deal of "Revenge of the Great:;"
and "Cult of the Cobra."
John Ford is to be honored by the le
Society of Boston at a dinner planned or
Saturday i7> at the Sheraton Plaza Hel
Plans are to give him the society's gold mal
for 1955 for his films representing the Ish
way of life. He is to receive a hands le
scroll prepared by the Franciscan Sister of
Mary. Paul Tierney, president of the soc.y,
is toastmaster; Dr. William Roche is geral
chairman, and John McGrail, Universal jblicist,
is chau-man for the motion picturendustry.
Also at the head table will be he
Most Rev. John Petit, Bishop of Meneviol
Wales, and the Irish consul, the Hon. Joh D
Shields.
Anne Murphy of Jamaica Plain, wlier
of the United Artists-Boston Post jingle n-
test for "Vera Cruz," and her mother jse i
placed aboard an American Airlines jJae \
for a week's visit to Mexico City and in
Cruz by publicists Joe Mansfield and lai.
Fasick . . . After setting up several priu.
screenings of the UA fUm "Marty," to-
Mansfield left for Rochester and Syracust':
escort film star Marion Carr to Bostorfo:
press interviews. Miss Carr plays Frida i
the Mickey Spillane film "Kiss Me De^lj
. . . Al Clarke is now managing the lioi.
Theatre, Springfield, for B&Q AssociatesH.
formerly was Edward Fay's righthand j.ai.
at the Majestic, Providence.
KEENE ADVERTISING SPECIALTIES
NOVELTIES FOR DRIVE-IN OPENINGS
• BUSINESS GIFTS
• BUMPER SIGNS
NOVELTIES FOR DRIVE-INS
• BALLOONS • CHILDREN'S GIVEAWAYS « OVER 6,000 ITEMS
O PAPERLYNEN HATS • CALENDARS TO CHOOSE FROM
SHOWROOM- 38 CHURCH STREET - BOSTON, MASS. - SHOWROOM |
HU 2-1141
I
MYER I. RUHENBERG
• Theatre Premiums of all Types
• Factory Representative for Dinnerware
• Come in and see the NEWEST and
HOT I f ST premium deal.
HU 1-7257
DRIVE-IN
OWNERS
Reduce Your Overhead
And Improve Your Bookings
For Next Season
Confoct
JOSEPH G. COHEN
HU 2-7257
82 BOXOFFICE May 7|

i
I
. , . Pat
. . . Paul
. . The
. . Harry
. . Charlotte
. . Ernest
>lan New England'Prodigal' Promotion N EW H AV £•
N
:
'
.
A trailer truck toured the city heralding the
opening of "The Prodigal" at Loew'r^ P".
:
The truck, out of New York, is on an es-vcT
tour ... A local high school boy, who i:
only has the name of Davy Crockett Sj
descended from the Scottish forebbu,:. ;
the famed Indian scout, was located by 1.
Hillman, Roger Sherman manager, for newspaper
breaks prior to the opening of "Davy
Crockett—Indian Scout" . Sitzer
of the Loew's Poli-New England Theatres was
in Springfield for a regional convention of
the National Secretaries Ass'n.
Theatremcn salhered at New Haven recently to confer with MGM sales directors
and publicists on exploitation plans for "The Prodigal." Top photo includes a group
of Loew's Poll Connecticut men. Left to right: Matt Saunders and Harry Rose, Bridgeport;
Joe Boyle, Norwich; Tony Masella, Meriden; Lou Cohen, Hartford. Standing
are Lou Brown, Loew's Poll ad-publicity chief; Arthur Canton of MGM; Bob Carney,
Waterbury; Oscar Doob, MGM; Harry F. Shaw, Poli division manager; John Di-
Benedetto, Worcester; Sid Klepper, New Haven; Fred Greenway, Hartford, and Phil
Gravitz, MGM manager at New Haven. Standing in the corner is Charles Gaudino,
Springfield.
In the bottom photo are a group of Stanley Warner Theatre managers. Seated:
Manager Phil Gravitz; Nick Brickates, SW Connecticut district manager; Larry
Germain, booker, and Joe Liss, Albany-Boston district manager. Standing; Floyd
Fitzsimmons, Arthur Canton of MGM; Elmer Hirth, SW buyer and booker; Larry
Lapidus and Oscar Doob of MGM.
iARTFORD
;urglars broke into the Wallingford home
of George H. Wilkinson jr., MPTO of
mnecticut president, for the second time
two years, escaping with a reported $5,000
stocks and a gold necklace. Wilkinson,
lio owns and operates the Wilkinson The-
LAST CHANCE!
MARCIANO FIGHT
FLEETWOOD TV-$2450.00
Building? . . . Contact us for closed circuit |
information data.
j
NORPAT.Inc. 113 West 42 St. N.Y.C. _j
atre there, found the home ransacked shortly
before midnight and contacted police.
The SW Commodore Hull. Derby, offered
a yo-yo champ as an added Saturday matinee
children's show attraction . . . Jack
Shields, SW Capitol, Ansonia. made an effective
"This Is Your Army" tieup with local
components of the National Guard. Guardsmen
were stationed in front of an Army display
in the theatre lobby . . . Sal Adorno sr,,
general manager of M&D Theatres, Middletown,
has been named chairman of theatre
collections for the cancer campaign.
Fred R. Greenway, Loew's Poli Palace, offered
glass slippers to the first 100 patrons
in line opening day of "The Glass Slipper"
Buchleri, Hartford Theatres, invited
the staff of the Hartford Hospital to attend
a screening of "Doctor in the House."
.'\ sneak preview of "The Seven Little Foys"
was held at the Paramount, while "Mad at
the World" was given a sneak showing at the
Roger Sherman . Shaw, Loew's Poli
division manager, was at the home office for
two days of conferences . Borgnine,
who plays the title role in "Marty," returned
to his home town for a press preview of the
film. The star's wife, father and other members
of his family were present for his return.
Others present included Bemie Kamber,
press representative for Hecht-Lancaster;
Irving Mendelson, local UA manager; Louis
Brown, advertising-publicity chief for Loew's
Poli-New- England Theatres; Irving Hillman,
manager of the Roger Sherman; Mat Saunders,
manager of Loew's Poli, Bridgeport, and
Lou Cohen, manager of Loew's Poli, Hartford.
FALL RIVER
Cocial workers of the area were given a preview
of "Cell 2455, Death Row" at the
Empire Theatre as guests of Manager John
McAvoy . . . Children's Circus Week was observed
at Nathan Yamins' Embassy Theatre
during the Easter vacation. The observance
was preceded by a parade in the center of
the city. Children enjoyed rides on ground
concessions, the free miniature circu.s lobby
display and a stage show, which featured the
final day of the special program. Local merchants
distributed tickets for the event.
.
Mac Wiseman and his Hill Billies played a
successful one-night stand at the Empire.
Manager McAvoy was selected as a judge for
a beauty show sponsored by a leading local
merchant Westport Drive-In,
operated by Nathan Yamins, ha.s been increased
to accommodate 100 more cars. It
is located in the nearby town of Westport
Slayer is recuperating at the Union
Hospital following a major operation. He
is manager of the Durfee Theatre.
Starr Talks on Toll TV
NEW HAVEN—Subscription TV was discussed
by Alfred Starr of Nashville, former
TOA president and now chairman of the TOA
executive committee, in an address before
Connecticut exhibitors at the Lincoln Theatre.
The talk was open to all state showmen.
More than 75 attended.
Vacations in Arizona
HARTFORD—A. J. "Jack" Bronstein,
president of East Hartford Family Drive-In
Theatre Corp., has returned from a threeweek
vacation trip to Arizona.
I)X0FFICE :: May 7, 1955 83

'
. . . Joe
. . . The
. . Rejected
. . Lea
:
WINNIPEG
•pari Fainblitt, formerly with International
Films, is the new booker at Warner
Bros., replacing Barney Brookler. who resigned
and is contemplating the formation
of another booking service company in this
Among visitors to the Paragon
territory . . .
offices on Filmrow were Izzy Berenbaum of
the Starlite. Regina; Emil Schmidt, who is
building the Blue Moon Drive-In near Morden.
and Harry Baldwin of the Avalon.
On Filmrow were Morris Druil,
. Som'is . .
Shoal Lake; Garnet Wright. Keewatin; Tom
Morris. Virden: Charlie Chaplin. United
Artists general manager; Cecil Fox. assistant
general sales manager for 20-Fox. and Murray
Sweigman. Theatre Poster Service. Toronto.
Travel has been banned on most provincial
highways and the film men were stranded
in the city . . . JARO Manager Phil Geller
will replace retiring Joe Huber as manager
FOR SALE
YES! 8,500 LATE MODEL
USED OR RECONDITIONED
Also new British-Luxury Choirs available
THEATRE
CHAIRS
Spring edge steel bottom seat cushions and
upholstered backs— spring back types also.
fully
Carpeting, asphalt, rubber. Vinyl tiles and
WE ARE FACTORY AGENTS-
PRICES MOST REASONABLE
"LA SALLE"
RECREATIONS, Ltd.
Theatre Ctiairs, Carpet. Linoleum and Tile Division. )
945 GRANVILLE ST., VANCOUVER d
MARINE 5034-5428
^
\
of the 20th-Fox branch office here June 1.
Huber has a splendid record of 34 years of
faithful service with the same company, and
is being pensioned upon retirement.
Mesho Triller held "Childi-en of Love" for
a second week at the Dominion. In advertising
his second week Triller used a photo
of his lineup in front of the theatre . . .
Tom Pacey advertised the fourth and final
week of "A Man Called Peter" at the Odeon.
Saskatchewan Labor Minister C. C. Williams
said he would be glad to look into his
province's system of censoring films at the
next session of the legislature to see if some
improvements can be made. Williams made
the statement during consideration of an
item of $13,910 for the provincial film censor
for 1955-56. Hanley representative Robert
Walker had suggested the province should
re-examine its position. He said Saskatchewan,
in substituting a censor for the criminal
code, was leading to a "totalitarian" type of
thinking. "If you repose that supreme power
in a censor, you repudiate the principle that
everyone is entitled to literary freedom."
Walker stated during a session in parliament.
Drive-In operators report an unusually large
amount of speakers have been stolen for the
.short amount of time they have been In
operation. Patrons are also removing relish,
mustard and raw onion receptacles from the
condiment bars and strewing the contents
over floors and walkways. Most managers
bar and lock their- refreshment bars and
buildings right after the Sunday midnight
intermission for fear of damage, bodily
harm, or robbery.
'Murder' at Art House
TORONTO—"Three Cases of Murder" was
the British opus at the International Cinema,
while the Hollywood introduced a new British
picture in "Court Martial." Against these
were three Italian pictures: "I Falsari" at
the Studio. "Barber of Seville" at the Pylon
and "Donne Senza Nome" at Major's St.
Clair.
J. M. RICE & CO., Ltd.
202 Canada Bldg.
Telephone 93-5486
Winnipeg, Manitoba
10029 Jasper Ave.
Telephone 28502
Edmonton, Alberta
35mm and 16mm Motion Picture and Sound Equipment
EXPERT REPAIR DEPARTMENT
Sole agents in Western Canada for Ballantyne Sound, Projectors, Drivein
Equipment and 3-D Equipment.
Check This List and See Us Soon:
Screens
Radio Tubes and
DArc Lamps
Tungor Bulbs
P . „ Theatre Chairs
|—I
'—
Carbons Lenses
D Generators Lamps d Tickets
Electrical Supplies F] Batteries
VANCOUVER^-
Qrpheum Manager Ivan Ackery lost anotlf
member of his floor staff when Jimr
Webster was promoted to assistant manaj}
of the Capitol, replacing Gerry Anthoi,
who resigned. Both houses are PPC uni
Segal. IFD booker, has quit sb'
bus:ness .
MGM here,
. Roy Clouston, formerly w:!
is now with International Fii
.
Frank Martineau. tot
Distributors . . .
artist, is doing some lobby displays for tf
Studio Theatre.
Peter Sigalet is now on the floor staff f:
the International Cinema . Poll, si
of Donn Foil of the Studio, was marr I
to Elizabeth Tangye. Both are members
I
the violin section of the Vancouver Symph(;(
orchestra.
Foto-Nite ran up against the law ji
Sa.'^katoon. Sask. The Tivoli. Broadway ei
Victory have been charged with conduct|
a scheme or operation of a lottery contriir
to the criminal code . by e
Alberta board of censors were "The 'V.ii
One." "Public Enemy." "She Shoulda Sjl
No" and "The French Line." The last \lSi
approved after alterations, but is still mS
ing from British Columbia screens. T(-
vision is not any competition for the Burn;)
Film Council, Vic Price, retii'ing presides
told the annual meeting. The group p-
sented 194 shows attended by 24.560 pecf
over a 6-month period, an increase of I
per cent in attendance. All units are f
16mm.
Ivan Ackery gave "Royal Symphony
treatment at the Orpheum with half
ads in two daily papers. Jack Reid desefti
mention for cutting it down from 60 1
minutes to fit in with the Orpheum proi
Okanagan fruit belt area arotjl
Penticton will have two new drive-ins ;(
a new four-wall theatre this summer. 1
berta theatre owner F. Steffin will buili^i
500-seater in competition to the FPC Cajt)
and expects to open in September. A ArH
in will be erected on Highway 97 by Aij
Morris, while Pete Barnes, operator of tlMi
Vancouver area theatres, will build a*
Pow-Pow Drive-In at Oreville, Wash.,|
hold 500 cars. The latter will cost $150J
Canadian NFB Film to G
To Latin America Video
\
MONTREAL—The National Film Boanp:
Canada has signed a contract with FOR/1
(Fremantle Overseas Radio & Televis:
giving that company rights for distribuji;
of NFB films to television stations in L;
America. Paul Talbot, president, signed
Fremantle when in Ottawa and A. W. Ti?
man. commissioner, signed for the NFiaf
Canada. The arrangement takes effect i-
mediately.
Of the many NFB subjects to be distribi'd
by FOR-TV. some will be in Spanishori
Portuguese. Others will have music id
sound effect tracks only, to which author?d
Spanish or Portuguese commentaries. ;Pplied
by the board, will be dubbed inJyi
local announcers.
The contract was concluded as one of le:
results of a survey of NFB distribu'ni
activity in Mexico and Cuba, made ea er.
this year by Len W. Chatwin, directonofdistribution
for NFB.
86 BOXOFFICE May 7,

'
'
—
: May
—
. . . Curly
. . . Miss
. . Manager
. . Sam
.
.
'oronto Holds Steady
luring Warm Weather
'rORONTO—With a spell of warm weather,
ironto first runs were steady to good on
y dovers at seven theatres and three new
tures.
J
The best grosser was "Battle Cry"
3 the Imperial, while among the extended
e;agements. "The Country Girl" still had
H)Ull in its fifth w'eek at Shea's.
:
,
i|
Average Is 100)
anion University Eost of Eden (WB), 3rd wk. 100
flond—To Paris with Love (JARO), 4th wk 100
lenol— Bottle Cry ;WB) 20
I
Llws^The Gloss Slipper (MGM), 2nd wk
1
115
Htown White Feother (20th-Fox) 105
C-on—A Mon Colled Peter (20th-Fox), 4th wk. . .100
5jjs_The Country Girl (Poro), 5th wk 105
T>1 —Seven Angry Men (AA); The Mighty
•ortress AA) 110
l,ne~Aido IFE), 4th wk 100
own— Bedevilled !MGM) 110
racouver Grosses
How Average
'/ANCOUVER— Receipts here were down
\ h most houses far below average. "Hit the
1 ck" was only fair at the Capitol and was
(, after six days. "A Man Called Peter"
TS below expectations at the Vogue, but
1 s held.
(,itol— Hit the Deck MGM) Fair
(emo— Reor Window Paro), Sobrino (Para)..Foir
i< heum—Many Rivers to Cross (MGM) Fair
(odise— High Society AA); Dial Red O
AA)
Moderate
Iza—Court Martial (JARO); Five Guns West
SR)
Averoge

. . . Joe
. . . The
. . Rejected
. . Lea
'
WINNIPEG
pari Fainblitt, formerly with International
Films, is the new booker at Warner
Bros., replacing Barney Brookler. who resigned
and is contemplating the formation
of another booking service company in this
territory . . . Among visitors to the Paragon
offices on Filmi-ow were Izzy Berenbaum of
the Starlite, Regina; Emil Schmidt, who is
building the Blue Moon Drive-In near Morden,
and Harry Baldwin of the Avalon.
Souris ... On Filmrow were Morris Druil,
Shoal Lake: Garnet Wright, Keewatin; Tom
Morris, Virden; Charlie Chaplin, United
Artists general manager: Cecil Fox, assistant
general sales manager for 20-Fox, and Murray
Sweigman, Theatre Poster Service, Toronto.
Travel has been banned on most provincial
highways and the film men were stranded
in the city . . . JARO Manager Phil Geller
will replace retiring Joe Huber as manager
FOR SALE
YES! 8.500 LATE MODEL
USED OR RECONDITIONED
Also new British-Luxury Choirs available
THEATRE
CHAIRS
Spring edge steel bottom seat cushions and
fully upholstered bocks— spring bock types also.
Corpeting, asphalt, rubber, Vinyl tiles and
Imoleum,
WE ARE FACTORY AGENTS-
PRICES MOST REASONABLE
11
you photographs
LA SALLE"
RECREATIONS, Ltd.
Theatre Chairs, Carpet, Linoleum and Tile Division.
945 GRANVILLE ST., VANCOUVER
MARINE 5034-5428
of the 20th-Fox branch office here June 1.
Huber has a splendid record of 34 years of
faithful service with the same company, and
is being pensioned upon retii'ement.
Mesho Triller held "Children of Love" for
a second week at the Dominion. In advertising
his second week Triller used a photo
of his lineup in front of the theatre . . .
Tom Pacey advertised the fourth and final
week of "A Man Called Peter" at the Odeon.
Saskatchewan Labor Minister C. C. Williams
said he would be glad to look into his
province's system of censoring films at the
next session of the legislature to see If some
improvements can be made. Williams made
the statement during consideration of an
item of $13,910 for the provincial film censor
for 1955-56. Hanley representative Robert
Walker had suggested the province should
re-examine its position. He said Saskatchewan,
in substituting a censor for the criminal
code, was leading to a "totalitarian" type of
thinking. "If you repose that supreme power
in a censor, you repudiate the principle that
everyone is entitled to literary freedom,"
Walker stated during a session in parliament.
Drive-In operators report an unusually large
amount of speakers have been stolen for the
short amount of time they have been in
operation. Patrons are also removing relish,
mustard and raw onion receptacles from the
condiment bars and strewing the contents
over floors and walkways. Most managers
bar and lock their refreshment bars and
buildings right after the Sunday midnight
intermission for fear of damage, bodily
harm, or robbery.
'Murcier' at Art House
TORONTO—"Three Ca.ses
of Murder" was
the British opus at the International Cinema,
while the Hollyvi'ood introduced a new British
picture in "Court Martial." Against these
were three Italian pictures: "I Falsari" at
the Studio, "Barber of Seville" at the Pylon
and "Donne Senza Nome" at Major's St.
Clair.
J. M. RICE & CO., Ltd.
202 Canada Bldg.
Telephone 93-548G
Winnipeg, Manitoba
10029 Jasper Ave.
Telephone 28502
Edmonton, Alberta
35mm and 16mm Motion Picture and Soimd Equipment
EXPERT REPAIR DEPARTMENT
Sole agents in Western Canada for Ballantyne Sound, Projectors, Drivein
Equipment and 3-D Equipment.
[]] Screens
n Arc Lamps
Rectifiers
n Generators
Electrical
Check This List cmd See Us Soon:
Radio Tubes and
Tungor Bulbs
Theatre Chairs
n Carbons Lenses
Lamps
Tickets
Supplies r] Batteries
VANCOUVER
Qrpheum Manager Ivan Ackery lost anotlmember
of his floor staff when Jimi
Webster was promoted to assistant mana;
of the Capitol, replacing Gerry Anthoi
who resigned. Both houses are FPC un
Segal, IFD booker, has quit sh
business .
MGM here,
. Roy Clouston, formerly w:
is now with International Pij
.
Frank Martineau. lo.l
Distributors . . .
artist, Ls doing some lobby displays for t>
Studio Theatre. f
Peter Sigalet is now on the floor staff!
the International Cinema . Poll, si
of Donn Foli of the Studio, was marrl
to Elizabeth Tangye. Both are members!
the violin section of the Vancouver SymphcJF
orchestra.
Foto-Nite ran up against the law Ji
Saskatoon, Sask. The Tivoli, Broadway sa
Victory have been charged with conducts
a scheme or operation of a lottery contris
to the criminal code . by t
Alberta board of censors were "The vJi
One," "Public Enemy," "She Shoulda Sfl
No" and "The French Line." The last ijs
approved after alterations, but is still moling
from British Columbia screens. Tflvision
is not any competition for the Bumij!
Film Council, Vic Price, retiring presid^
told the annual meeting. The group
sented 194 shows attended by 24,560 ped
over a 6-month period, an increase ofjl
per cent in attendance. All units are C
16mm.
Ivan Ackery gave "Royal Symphony"
treatment at the Orpheum with half-pl
ads in two daily papers. Jack Reld deseij
mention for cutting it down from 60 toj
minutes to fit in with the Orpheum progil
Okanagan fruit belt area aroi]
Penticton will have two new drive-ins i(
a new four-wall theatre this summer. »
berta theatre owner P. Steffin will buili
500-seater in competition to the FPC CapSl'
and expects to open in September. A drp
in will be erected on Highway 97 by A
Morris, while Pete Barnes, operator of tlje.
Vancouver area theatres, will build
Pow-Pow Drive-In at Oreville, Wash.,i
hold 500 cars. The latter will cost $150JftJ
Canadian NFB Film to Glr'
To Latin America Vicieo
MONTREAL—The National Film BoanpL
Canada has signed a contract with FORil
(Fremantle Overseas Radio & Televisii
giving that company rights for distribuil
of NFB films to television stations in Ll
America. Paul Talbot, president, signedbBfjjj
Fremantle when in Ottawa and A. W. Tip gj,
man, commissioner, signed for the NPlb ijf]
Canada. The arrangement takes effect p
mediately.
| ijj.
Of the many NFB subjects to be distribifl
by FOR-TV, some will be in SpanishDl^
Portuguese. Others will have music id
sound effect tracks only, to which authored,
Spanish or Portuguese commentaries, fp|
plied by the board, will be dubbed inp
local announcers.
The contract was concluded as one off
results of a survey of NFB distribuM
activity in Mexico and Cuba, made ea:|f
this year by Len W. Chatwin, directoilo
distribution for NFB.
86 BOXOFFICE May 7,

I
I r the top, the goal of $5,105,000 being ext
1 m.^iands
'
'
I
' distinction
—
—
: May
—
. . . Miss
. . Manager
. .
'oronto Holds Steady
luring Warm Weather
'I'ORONTO—With a spell of warm weather,
"iionto first runs were steady to good on
Hdovers at seven theatres and three new
ritures. The best gi-osser was "Battle Cry"
3 the Imperial, while among the extended
djagements. "The Country Girl" still had
3 mil in its fifth week at Shea's.
.
(Average Is 100)
University Eost of Eden (WB), 3rd wk.lOO
Inton
ond—To Poris with Love (JARO), 4th wk 100
||,erial"-Bottlc Cry (WB) 20
iJw's^Thc Gloss Slipper (MGM), 2nd wk
1
115
Rtown—White Feother (20th-Fox) 105
Con—A Man Colled Peter (20th-Fox). 4fh wk. .100
Sios—Thc Country Girl (Para), 5fh wk 105
Tall—Seven Angry Men (AA); The Mighty
ortress (AA) 110
l.ne— Aido (IFE), 4tli wk 100
d own—Bedevilled (MGM) 110
racouver Grosses
How Average
'/ANCOUVER—Receipts here were down
\l h most houses far below average. "Hit the
]ck" was only fair at the Capitol and was
(, after six days. "A Man Called Peter"
\s below expectations at the Vogue, but
\)s
held.
Aitol Hit the Deck (MGM) Fair
demo— Reor Window (Para); Sobrino (Para).. Fair
Qheum Mony Rivers to Cross (MGM) Fair
Bodise— High Society (AA); Dial Red O
AA)
Moderate
lizo—Court Martial (JARO); Five Guns West
SR)
Average
d,nd The Gloss Slipper (MGM), 2nd wk Fair
idio The Little Fugitive (UA), 3rd wk, .. Moderate
;\I|ge
. . , Averoge
A Man Colled Peter (20th-Fox) .
IFB's 'Stratford' Wins
Canadian Film Award
l)TrAWA—The National Film Board's "The
i'atford Adventure" was chosen by the
(inadian Film Awards as the top 1954 Caii.1ian
made short subject. The picture deals
vh the Shakespearean Festival, which is
I'.v in its third year at Stratford, Ont. Accding
to Walter Herbert, chairman of the
Sards committee, this is the first time the
t'up has given a chief award to the govemilnt
film agency.
Ivinners of class awards, in addition to
'I ratford," were "Gift of the Glaciers" by
i' Alberta government; "Where None Shall
lirst," produced by the United Church of
(nada. and "Riches of the Earth," NFB.
.iecond prizes went to "It's in the Cards,"
I'lduced by Crawley Films, and "High Tide
1 Newfoundland," "The Homeless Ones" and
;ie Little Indian," all from NFB.
]?C Officials Acclaimed
br Hospital Fund Aid
TORONTO—Both President J. J. Fitzgib-
1 !.

I
"txclusive
. . Lucien
. . Herman
. . Doreen
. . H.
. .
. . Manager
. . Ernie
MONTREAL
. Wide
John Filion has been appointed regional
manager in eastern Canada for Gevaert.
He started his career with the Bell Telephone
Co. of Canada
as a salesman, entering
Arrow Films after
serving with the Royal
Canadian Aii' Force
during World War II.
He held the position of
district manager until
his appointment with
Gevaert. .
publicity has been
given to International
Variety's presentation
o f George Formby,
John Filion British film and stage
star, in a giant revue to be offered at the
Montreal Forum May 9.
. . .
Quebec province exhibitors are closely
checked on admittance of children, but just
the same, reports come up every so often
of breaches of the law including that theatres
in smaller towns openly advertise
special Sunday matinees for children
The Montreal chapter of the Professional
Technicians showed three colored fUms at
their annual meeting . . . City of Montreal's
open-air theatre will be in operation late in
Jime. It will have a seating capacity of
2,500, and stage and screen shows will be
presented.
Bill Young, head booker at Paramount, was
home ill . . . Columbia's Sales Salute Drive,
Jan. 1-June 25, comprising all branches of
the company, both Canadian and American,
is very much to the fore in Montreal. District
and local office Manager I. Levit has been
asking all exhibitors to help make the drive
John Levitt, salesman for
a success . . .
Columbia, has left on another business trip
to Shawinigan Falls and district . . . "The
Long Gray Line" opened at the Palace Theatre.
D. V. Rosen, Toronto general manager of
International Film Distributors and of Allied
Artist Pictures of Canada, conferred with
MOTIOGRAPH equipment
Cgnplali llni
ol lictory pifts
Everything for the theatre
We Sell and Service
Theatre Chain, Rectiflon, Are Lamps,
Sound Equipment, 16mm af>d 35mm Projectors
SHARP'S THEATRE SUPPLIES, Ltd.
Phones: 2-4076 and 2-7266
Film Exchange BIdg. Colgary, Alto.
Conadion Distributor For Film<
. . . Billy
.
District Manager Joe Oupcher
Daniels, screen and recording artist, enjoyed
success at the United Amusement's
Seville Theatre Goldberg, of
WB's New York City office visited the local
branch office where plans are being made to
renovate and modernize Masters,
Toronto,
.
Warner Bros, general manager for
Canada, conferred with Manager Alxhie
Cohen . Jean is the new accountant
at Montreal Poster, succeeding Rene Brosseau
... A. Kucen, auditor, 20th-Fox's New
York City office, is at the Montreal branch.
Jacqueline Osher, cashier at United Artists,
has been sent to the Toronto office for a
few weeks, replacing the Toronto cashier
absent because of Illness . . .
The Filmi'ow
office staff was much interested in the news
concerning Pierrette DeQuoy, formerly secretary
to Gerry Chernoff, 20th-Fox manager.
Some time ago she left to study art in
France, and met Serge N. Emelyanov of
Toulon. Now they plan to marry in Montreal.
Mrs. Jean-Gay Tremblay, (Carmen Hamel),
cashier at IFD. postcarded her colleagues
here from Miami Beach, Fla., where she is
honeymooning . Acker, stenographer
at Warner Bros., and Isadore Glassman
plan to marry early this summer .
Paul "Vanier, salesman for Warner Bros.
16mm division, left by automobile on a business
trip to the Gaspe peninsula . . .
Exhibitors
on Filmrow included Maurice Phaneuf,
manager of the Granada at Sherbrooke, a
UAC house; Eugene Venne of the Avalon,
Longueuil; Ai-mand Gingras of the Canada,
Levis. Quebec; G. Tremblay of the Palace at
Ai-vida and the Capitol at Chicoutimi; Mel
Cohen, of the Rex, Ste. Anne-de-Bellevue.
Tent 28 Schedules Three
More Charity Events
TORONTO—In addition to the five-engagement
tour of British comedian George Formby,
which opens Monday (9) at Montreal,
Toronto "Variety Tent 28 has lined up three
special attractions to aid the "Variety 'Village
Vocational School for handicapped boys.
An outstanding feature is the aimual International
League benefit baseball game at the
local ball park late in June, through which
Tent 28 expects to raise $50,000 or more, as
usual.
Also booked is a Scottish band concert,
under the management of Sol Hurok, which
w'ill go into Maple Leaf Gardens here in the
early fall. Negotiations are also proceeding
for a sponsored Canadian tour by an English
road company.
Chief Barker Harry S. Mandell and his
associates report they are deeply grateful
to the associations of theatre managers for
the benefit nights at Hamilton, St. Catharines,
Belleville, Brantford, Windsor, Toronto, North
Bay, Peterborough, Guelph and Chatham, as
well as to Canvasman George Altman for his
one-man scrap metal campaign for the same
cause.
The George Formby bookings include Montreal,
Ottawa. Toronto, Hamilton and London.
P. Gonzales Gonzales Borrowed
Borrowed from Batjac Productions, Pedro
Gonzales Gonzales will have a featured role
in RKO's "Bengazi."
F
trip hoi's
i
FPC Plans Experimer
To Share Transit Cost
TORONTO—FPC President J. J. Fitzg
bons reported at the company's annual mei.
ing that a test would be made in Va
couver of a plan for the sharing of patro
public transportation costs in a tiein with tt a
British Columbia Electric Co.
A transit ticket for the return
would be given to the theatregoer on pi:,.
senting a transfer at the boxoffice. For t-
part, the transit firm would furnish thea^'
information through its telephone serve
while, in exchange, the theatres would i-.i
range to advertise the advantages of the piL
lie utility through the medium of the sere
Fitzgibbons said that, if the test proiii:j
satisfactory, a similar plan would be offe^f
to the Toronto Transit commission.
He also told the meeting that televisjii
competition was tapering off, but said tijtj
the T'V broadcasting stations at Kitche:
and Quebec City, in which the chain h;
50 per cent interest, were going very wel
Fitzgibbons expressed the belief t
Famous Players earnings in 1955 would
equal to the showing last year. The circ
secured about 42 per cent of the total theaje'
gross for all Canada and paid 45 per cent
total film rentals.
OTTAWA
.
'IVA'anager Clare Chamberlain of the Gl«'
Cinema was happy with a holdover fc"
fom-th week of "Mr. Hulot's Holiday," brol
for two nights by the stage appearance
Ruth Draper Warren supervi
the 1955 start of the Aladdin Drive-In
20th Century Theatres unit here, while LI.
Williams turned on the lights for the Ift
Elmsley near Smiths Falls . . With
.
assist by Manager Ray Tubman of the Ci\
Paramount conducted a special screeCfg
tol.
of "Assignment Children" for a Parliamkt
gathering.
R, E. Maynard of the Francais had "Sam
and Delilah" for a first Ottawa run in
French language version.
Sunday services continue in the Cap
for the congregation of Chalmers Chi)
while reconstruction of the downtown edi
is carried out following considerable fire 6i
age . Ray Tubman had the ani
concert of the Ottawa Philharmonic Soc
between pictures.
Buys J. T. Farrell Rights
From Hollywood Edition
HOLLYWOOD—Producer Lew Kerner,
recently acquired film rights to the Jame
Farrell novel, "Studs Lonigan," has seci
similar rights to all of Farrell's other li'
properties. "Studs Lonigan" is being
for lensing as a United Artists release.
Good Housekeeping for May selects
follcwlng pictures for all the family:
signment Children," "The Blackbc
Jungle," "Interrupted Melody" and
Glass Slipper." Recommended for
is "Tight Spot."
88
BOXOFFICE May 7,

v Srrihp U
H
Cauu>me/nt • C&Hce-uc»tvs • AftiititlnaAiCc
©PBIH
MAY
7. 1955
l^utomaiic vending is an
important adjunct to the
nearby concession stand
in the recently remodeled
RKO Keith's
Theatre in Washington,
D. C, This new cold
drink machine offering
eight different flavors
and a choice of six carbonated
and two noncarbonated
drinks is recessed
into the wall, as
is also the receptacle for
used cups. It is a dual
machine which can serve
two people at once, and
there are also two builtin
coin changers. The
de luxe first run Washington
theatre was recently
reopened after a
$100,000 remodeling extending
over a period of
eight months.
featuring
i^onceddlond unci ^y^uiomutlc Uencli

50,000,000 times a day . . .
IT'S A MATTER OF
Coca-Cola is the most asked-for
soft drink in drug stores !
*
^IJO y U »>. L h FL-AT;.
1
. Patrons of drug store soda fountains
buy more Coca-Cola than all other
soft drinks combined.
2. When these people patronize your theatre,
they'll look for their favorite.
3. You can turn their proven preference
into profit — by selling them
what they want: Coca-Cola.
...more than
9,600 theatres do!
•1954 surveys by Alfred Politz Research, Inc.

1 XOFFICE
I
,35' «'
Mi H***"*
..w
Vi
^1
^r^
c
^
I^
'"r' !n seporO«e mon^^'J i„o,ion, o-^^ (

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Keep an Ear
to the Ground!
m
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tic
sound
You'll hear an exciting sound! . . . appealing, realisstereophonic
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Yes, stereophonic sound is making a "big noise"
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— all are using this new directional sound technique! Movie-goers
who have already heard it want more . . . and those who have not
yet heard it are anxiously awaiting a chance!
What an opportunity this is for you! Give 'em what
they're so eager to hear— stereophonic sound at its best! And to
make sure it's the best, use the greatest sound system in the
i
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i#
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STEREOPHONIC SOUND
MANUFACTURED BY INTERNATIONAL PROJECTOR CORPORATION • DISTRIBUTED BY NATIONAL THEATRE SUPPLY
SUBSIDIARIES OF GENERAL PRECISION EQUIPMENT CORPORATION
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The MODERN THEATRE SEClE

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IBest for today's screens
a, ns/CXTST for tlxe f\xt\ire
Drive-in screens have grown wider to show the
new processes . . . and they're sti/lgrowing/That's
why RCA Dyn-Arc Projection Lamps are advanceengineered
for lighting power far beyond that of
conventional lamp designs.
RCA Dyn-Arcs give all the light you need for
successful showing of today's wide-screen boxoffice
hits. They're perfect for use with an f/1.7
lens. And with present standard or Hitex carbons,
Dyn-Arcs throw more light per ampere
than any other lamp in their field.
The Dyn-Arc brings you still another important
benefit. It has been designed to take full advantage
of the newer developments in the projection
arc lighting field.
Dyn-Arc's "Instant Acting" ventilating assembly
keeps reflector cool and dust free. Automatic
water circulator available to lower overall operating
temperature. And thanks to a large, highspeed
reflector, Dyn-Arcs distribute light more
evenly all over your screen.
Best for today's screens, a wust for the future . .
RCA Dyn-Arc Lamps! Your independent RCA
Theatre Supplv Dealer can talk performance and
cost. See him now ... to keep on top of wide screen
the Line that builds Lines
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MwmHum
Office
RADIO CORPORATION of AMERICA
eHGINBERING PRODUCTS DIVISION
CMMDEN.N.J.
IXOFFICE May 7, 1955

ml
B The btillioncy of your projected pictures,
regardless of the efficiency of oil other equipment,
is dependent directly upon the condition
6f your lamphouse reflector. The only light
which con reach your screen niust necessorily
be reflected to it by this mirroi.
since a drop of only 10% in their reflective
efficiency results in a corresponding decrease in
screen brilliancy, and accordingly also represents
a loss amounting to 10% of the cost of your
current ond carbons.
I
All reflectors gradually deteriorate to a state
where replacement cost becomes insignificant.
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OivMlgn ol Nol'ionsl • Simple. •Bludwolb.lix.
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available for replacement in all types ond mokes
of arc lamps.
A SUBSIDIARY or
The MODERN THEATRE SECT

—
HA Y 7, 19 5 5
n t n t
'
Vending-Profits From Beverages Increase When Theatres
Install Modern Machines M. 8. kapp 8
Combs, Perfume, Photos, Cookies, Cigarets—All Vendable
in Theatres frank Leyendecker 10
Ice Cream in the Theatre Lee Koken 16
Ice Cream is a Year-Round Profitable Item J. J. Fitzgibbons jr. 18
High Gross Profit Produced by Sale of Soft Ice Cream 20
Automatic Vending Sales Up 7% in 1954 30
Hot Tips on Merchandising Hot Dogs 33
Hollywood Theatre Installs New Sign in the Tradition of
Times Square 38
Theotre Maintenance Questions and Answers Dave E. Smalley 39
Lamps—for Decor and Added Lighting Doris Herzig 40
Remodeling Projects, 1955— Kingston, N. Y., Washington, D. C.
Walter Reade Updates a 30-Year-Old House Without Closing 42
Remodeling Brings New Glamour to Oldtimer 45
Simplicity Is Keynote in the Art House Elsie Loeb 48
Facts About Horizontal VistaVision 49
Step-By-Step Servicing of Sound Systems Wesley Trout 52
How to Use the New Demagnetization Tools 59
A New Concept in Projection Lenses Developed to Solve
Light Problems 60
An Ice Skating Rink for Winter Boxoffice 61
Modified Anamorphic Lens Solves Problem of Long Drive-In Throw.. 62
Construction Economies Enable Drive-ln in Small Town to Have
Latest Equipment 64
DEPARTMENTS:
Projection and Sound 52
Drive-ln Theatres 61
Readers' Service Bureau 71
Advertisers' Index 72 Literature
ON THE COVER
New Equipment and
Developments 73
About People and Product 75
The automatic vender of cold beverages was given an attractive
location near the stairway to the balcony in the remodeled RKO
Keith's Theatre, Washington, D. C. It is owned an operated by
ABC Vending Corp.
76
T,HE development of the concessions
business in recent years has
macie it necessary for exhibitors to become
merchandisers as well as showmandisers.
As in all businesses where
commodities are offered for sale, the
greatest profits accrue to those which
are best exploited by all the tricks of
advertising, promotion and display
supported by careful buying and sound
management.
Promotion ideas cmd methods which
have been proved by actual experience
in the theatre field are related in
articles in this issue by exhibitors and
concessions industry leaders. They are
well worth reading and being put into
practice by other theatremen.
Particular emphasis has been placed
on the automatic vending machine and
the important port it plays in producing
plus sales for the theatre concessions
operation. Theatremen have
found that the automatic vender not
only takes over at late shows when the
concessions stand is closed, it produces
additional business by taking care of
the overflow at rush periods and intermissions.
Starting with automatic candy machines,
theatremen have now branched
out with venders for beverages, ice
cream, cigarets, cookies, pastry, perfume
and numerous novelty items. All
of these not only increase theatre
profits, but perform a desired service
for the patron.
More and more theatres, indoor as
well as drive-in, are now selling ice
cream, ranging from ice cream bars
and novelty items to the soft, or frozen
custard, product. A special section on
Ice Cream in the Theatre is published
herein to give exhibitors many pointers
on increasing their sales of this profitable
refreshment item.
I. L. THATCHER, Managing Editor
T>ie MODERN THEATRE Section of BOXOFFICE is included in the first issue of eocti month.
Editorial or general business correspondence should be addressed to Associated Publications,
325 Van Brunt Blvd., Kansas City 24, Mo. Eastern Representative: A. J. Stocker, 9 Rockefeller
=laza. New York 20, N. Y.; Central Representatives: Ewing Hutchison end E. E. Yeck, 35
East Wacker Drive, Chicago 1, III.; Western Representative: Bob Wettitein, 672 South
LOfoyette Pork Place, Los Angeles 5,
Calif.

mAwLo
Profits From Beverages ^lA
Increase When Theatres \ I
Install Modern Machines Nf
r/ie clean, modern lines of Apco's eight-drink, dual-cup station SodaShoppe blend hi
moniously with the formal decor of the grand lobby of Loew's Kings Theatre *
Brooklyn, N. Y. The huge, interior-illuminated plastic door embellishment manages i
emphasize the product with restrained good taste. This automatic dispenser handles pe:
crowds with speed and efficiency and requires mmimum servicing.
By M. B. RAPP*
I HERE HAVE BEEN soiTie minor rumblings
recently about soft drink and candy
concession earnings having fallen off somewhat;
and, since coin-operated vending
machines play a very important role in
these operations, I've done some intensive
investigating and have come up with some
very interesting observations.
Since soft drink and candy concessions
have come to play such an important role
in the profit statements of theatres and
concessionaires, it has only been natural
for the vending machine industry to expand
the types of equipment it offers in
order to give the concessionaire and theatres
full advantage of this great potential.
Automatic merchandising sold well over
one billion dollars worth of merchandise
during the year 1954. The theatre market
comprises a part of that total. However,
that is good enough indication to show
*Executive vice-president of Apco, Inc., New York.,
manufacturers of the Automatic SodaShoppe and
Coffee Shoppe.
that automatic merchandising is beij
relied upon more and more as a very ill
portant sales outlet.
[
If sales in your soft drink concession
have fallen off, perhaps if you woi^
analyze the situation objectively you migt
find that one of the reasons is that yj
may be using old-type, obsolete equipmei).
The modern, soft drink cup dispenser c)
increase your present sales volume frc>
20 to as high as 75 per cent over olcf
type equipment, and more important, aloi
with this gain in volume it can increaj
A Sampling of New Automatic Equipment Available for Venii
i
f
Three flavors of drinks, one noncarbonated,
are offered by the
vender manufactured by Lyon Industries,
Inc. Unit has 1 ,400-drink
capacity, and a coin selector system
requiring patron only to drop coin in
slot opposite flavor desired.
8
New cup vender made by the cup vending
division of Dr. Pepper Co. features
manual operation with no expensive electronic
parts. It is, of course, a singledrink
vender. It has a capacity of 250
cups and vends at five or ten cents.
Chongemaker and slug rejector included.
A three-selection vender made by
Rowe-Spacarb, Inc., has a 600-cup
capacity and vends at five and ten
c^nts. Changemaker, patented Mix-A-
Drink and Select-0-Carb and illuminated
sign are standard. Non-carbonated
attachments optional.
The ColeSpa Special described by I
Products Corp. as the "smallest mu| _
pie drink cup machine ever mode's
available in one, three and four-flc"
models. Syrup capacity ranges /if^
830 drinks to over 1,500 in the fc\-
flavor
model.
The MODERN THEATRE SECTif

—
average cents-per-person from a
mal 1.4 cents per patron to as high as
cents and in some cases as much as
ents per patron. This is not merely a
jhazard guess on my part. It is the
ilt of analyzing certified reports which
have received from concessionaires, the-
; owners, both independent and chain,
over the country: and, we have the
nes on file if you want more detailed
)rmation.
modern, soft drink cup dispenser not
)jv has "eye appeal" it has "buy appeal."
"eye appeal" is achieved by beautifully
minated plastic door embellishments
ch attract the patron to the machine.
'
"buy appeal" is accomplished by offerthe
patron almost any flavor drink he
V want, either carbonated or non-
|jonated. Together, the "buy appeal"
the "eye appeal" combine to form
j^it is known as sound beverage merclianng:
and, the modern automatic cup
i Denser generates enough "merchandisirl
pull" to bring your customers to the
irphine and then to sell them the produ,
that the machine vends.
EYE APPEAL IS IMPORTANT
type of equipment usually offers a
|)lder
lilted selection of drinks and does not
he the "eye appeal" of the modern drink
K -chandiser. The older-type soft drink
d'jensers do not offer the patron a choice
u :arbonated or non-carbonated drinks
&[, remember one-third of the nation
dis not drink carbonated beverages. That
Dtt' be one reason why your sales have
fien off, if they have. Several other
tiions for diminished soft drink sales with
cJ'r-type. obsolete equipment are that
equipment does not serve the drink at
tl
tl) proper carbonation and temperature;
also, during peak periods when patrons are
buying drinks faster than usual, in many
cases the drink served will not be of the
proper temperature. The modern, soft
drink cup dispensers serve the carbonated
drinks at 3 '2 volumes of carbonation which
i?: approved by all of the major syrup companies
and will dispense cold drinks rcsardl.ss
of the number of drinks that are
poured simultaneously. The new, modern
dispenser can be depended upon and is a
much more reliable unit from the standpoint
of continuous operation. A tremendous
amount of money is lost in older
equipment because a good deal of the time
the machine itself is inoperative.
GROSSES JUMPED WITH NEW VENDERS
As a concrete example of the selling
power of new equipment over old-type
equipment, we recently had a chain of
35 theatres in Brooklyn, N. Y., replace
their older-type coin-operated soft drink
equipment witli new six-drink, multi-flavor,
soft drink cup dispensers. They, too, were
complaining that their grosses on soft
drinks were falling off for the past three
years. No sooner were these new six-drink
dispensers installed than grosses jumped
60 per cent with a corresponding increase
in the average cents-per-person spent in
those theatres.
Many of the larger theatres throughout
the country who were under the impression
that their soft drink grosses were more or
less at a peak in volume, were greatly surprised
to find that by adding new, dualcup
station eight and ten-drink vending
equipment, their present large grosses and
cents-per-person averages were increasd
by as high as 20 and 30 per cent. These
new dual-cup station machines, of course.
are meant only for the larger hou.ses. but
Theatre Beverage Venciu''];
Third
Largest Market
Thcotrcs hove now become the third largest
market for outomotic vending of beverages,
topped only by service stations and industrial
outlets, according to a survey mode by the
National Bottlers' Gozettc.
Theatres lead groceries end supermarkets, military
installations, hospitals and institutions,
tronsportation terminals and schools and colleges
in automatic vending sales. The survey shows
thot about 18 to 20 per cent of all beverage
soles are now made through automatic vending
equipment.
Bottlers, who hove been devoting most of their
merchandising attentions in the post to selling
beveroges in bottles, hove turned to automatic
vending in an expansion of the market. Many
of them are supplying vending equipment and
operating on a percentage basis. It may be that
exhibitors in many areas will be approached by
local bottling firms for a profit-sharing association,
with equipment to be provided by the bottler
as a result of that industry's expansion.
because of the additional drink selection
features and the fact that they can serve
two patrons at one time, thereby not losing
any sales during the peak periods and at
the picture breaks, the new dual-station
soft drink dispensers are now replacing
most all other equipment in the larger
theatres.
It is important that all theatre owners
realize that there are concessionaires who
will make available to them all types of
coin-operated automatic vending equipment
Continued on page 12
\j\\\ Hot and Cold Beverages in the Theatre Lobby
-COLD , DRINI
Oi -cup station Sodashoppe designed
'0 leo/c loads. This ten-drink model
»es six carbonated and four nontc
inoted drinks using only six syrup
'OS. Has 2,000-cup capacity, 2,800
^' syrup capacity. Also available
'" X and eight drink models.
Three-drink Navenco Manufacturing Co.
de luxe model produces drinks that are
36 degrees in the cup. New type carbonator
insures delivery at 3.5 carbonation
of every drink.
Individual syrup and water
spouts of stainless steel for mixing drinks
under proper sanitary conditions.
A combination coffee and hot chocolate
vender is the Stoner Cafe made by
Stoner Manufacturing Co. Vends at five
or ten cents, offers five selections.
Capacity is 500 cups, slug rejector included,
changemaker optional with various
money combinations.
SodaShoppe-Coffee Shoppe vends
hot coffee in all forms, and hot
chocolate, as well as three carbonated
cold drinks. Has 1,000-cup
capacity. Vends hot drinks for ten
cents through one coin acceptor.
Uses all dry ingredients.
B< OFFICE : : May 7, 1955

ENDING
"1
COMBS, PERFUME, PHOTOS, COOKIES, CIGARET •:
They're All Vendable in Theatres, Says Stanley Warner's Carl Siege!
By FRANK LEYENDECKER
I HE GREATEST BOOM in Vending in the
past five years came through the ice cream
vending machines, which, in an averagesize
theatre, out-gross the manual counter
two to one, according to Carl Siegel, in
charge of all merchandising at Stanley
Warner Corp. "We first put an ice cream
machine in one of our theatres on a
trial basis four years ago," he said.
CUP VENDERS DOUBLE SALES
"However, in the Stanley Warner operation,
the most important piece of vending
equipment is still the soft drink machine
which sells beverages only through the cup
venders. We have found that this machine
has increased our sales volume to the point
where it is at least double that previously
sold by the manual operators of soft
drinks," Siegel said.
The location of the drink vending machine
is of prime importance, with the best
spot for it close to the water fountain and
as far from the ladies' room as possible,
Siegel feels. Patrons going for a drink of
water will be attracted by the brightly
lighted, cup vending machine, children
because they like to operate brightly
colored machines and the men because
they are mechanically inquisitive. Women
are rarely good customers for drink vending
machines.
Drive-Ins Put Cigaret Venders
On Casters for More Sales
Drive-in theatre managers seeking to stimulate
their cigaret sales might take note of a device
employed by the Midwest Music Co. in Denver.
This company has put rubber-tired casters on
cigaret venders installed in its drive-ins, upping
cigaret sales from 15 to 45 per cent in each
location. The additional investment for the
casters, of course, is
very small.
In one typical Midwest location where sales
were low, customers had to go into a dining room
to purchase.
Following the hunch that the sight of a machine
would stimulate impulse sales. Midwest
built a light-weight L-iron frame and mounted it
on wheels which could be pushed by any employe.
Fifteen feet of extension cord was added to
supply power.
Because the results far outweighed expectations.
Midwest installed similar "portable" arrangements
in
12 more drive-ins.
In the order of their importance, so'
drink and beverages still lead all the othi
vending items, with candy second, accori!
ing to Siegel. Ice cream has now becon
the third item in point of sales, with po
corn the fourth.
"When we installed ice cream vendii
machines four years ago, this item w
only one and one-half per cent of o
operating gross. Last year, the ice crea
vending volume had reached 9 per ce
ol our gross and is still climbing," Sief
said.
VEND NOVELTY ITEMS
"Other items we sell in our vending m
chines include: cookies, nuts and, amo
the newer novelty items, combs in t:
men's rooms and perfumes in the ladi
rooms. These combs and perfumes shoi
pay for the maintenance of the men's a:,
ladies' rooms but the machines must i
well-lit and sparkling to attract attenti
10
The MODERN THEATRE SECTIi

;
that
1 jximately
I
<
a
: May
jaret vending machines. Although we do
encourage smoking in the theatres, the
jt
;e hour patrons appreciate being able to
ty cigarets before leaving the theatres,
rjecially as most drug stores are closed
time," Siegel pointed out.
The prices for our candy in the vend-
machines is divided 50-50 between five
ij;
tits and ten cents. We recently switched
!)m all five-cent items to both five and
ti-cent candies because people now
(Try more dimes than nickels in this era
Cologne Dispensers Offer New Source of Profit
A cologne spray dispenser in the
ladies' restroom offers theatres a new
way to turn a bit of dead wall space
into a means to earn a few extra dollars.
One manufacturer of cologne dispensers,
Colma, Inc., maintains that the use
of a dispenser is not simply a novelty,
that a spray of cologne is a refreshment
service which smart theatre owners will
want to offer patrons, and that it will
help to earn goodwill.
In fact, placement of a dispenser in
the men's restroom with men's colognes
has been found in some locations to be
successful, and that contrary to first impression,
they do not appeal only to the
effeminate.
Cologne dispensers are available in
models offering from one to five different
fragrances, vending from approximately
1,000 to 5,000 sprays at ten centeach.
The five-column unit costs S6 t,
$10 to fill, return.'; about $500 per fillint;
Colma's five-fragrance dispenser
s dual de luxe theatre model Univendor mokes
I election of 16 candy bars available to patrons,
liends at five, ten and 15 cents, five, /5 and 20
iits, ten, 15 and 20 cents. Changemaker is
( ional, slug rejector standard. Stoner Manufacl-ng
Co.
( ten-cent prices for phone calls, transirtation,
etc.," Siegel said.
'In the past few years, all vending busies
in Stanley Warner houses more than
(ubled and, in some spots it was up ap-
60 per cent," Siegel said. Howhe
commented that it has recently
ine off nationally as much as 10 to 15 per
It, even 20 per cent in the northeast secn
of the U. S. This drop-off he attributed
the cold weather in that part of the
gantry.
JUDGING A MACHINE
'In looking for the best vending maines
on the market, we judge a vender by
ability to function as efficiently as
isible. Vending augments the concesn
stand and the vending equipment must
judged for its eye-appeal. Animation
machine is very important," according
t Siegel.
Siegel believes that the greatest need in
sliding machines is for a drop-device popfn
machine. "If someone would only
lent a drop-cup device for popcorn ma-
" '. automatically filling the bag like
-.nk. machine fills the glass, it would
1 a big need," he said.
We cannot possibly do without auto-
I tic merchandising in Stanley Warner
' 'atres and we are constantly looking for
' V vending items and are ready to try
: .'thing that will serve our patrons and
' luence our sales," according to Siegel.
Two Venders Close Together
Sell
More Cigarets
In any areas operators are putting two
cigaret venders in a location, one for king
size, one for regular, according to George
Weissman, vice-president, Phillip Morris &
Co. Other operators are mixing the columns,
putting, for instance, kind size in
one column, regular size in the next, and
so on down the line of brands carried. The
sales results depend on the price situation
and the mechanism.
"One interesting observation made by
Outstanding feature of Rowe Manufacturing Co.'s
14-column Ambassador cigaret vender is the showcase
which displays four cigaret brands in
individual
velvet-lined cases inside an illuminated shadowbox.
Both regular and king-size packs are handled.
one of our men is that when two machines
are put in a location, the sales results seem
better when the machines are closed together,
rather than widespread in the area,"
Weissman told delegates to the 1954 convention
of the National Automatic Merchandising
Ass'n.
Weissman also reported that in some
two-machine locations operators are putting
premium-price brands with a penny
change in one machine and regularpriced
merchandise in the other machine.
This depends, of course, on
local price and tax situations. He emphasized
that the local situation must always
be carefully analyzed.
The Fruit-0-Matic is a fully automatic, refrigerated,
four -selective fresh fruit and canned juice merchandiser.
It has a total capacity of 208 pieces,
52 on each of four belts. These four selective belts
operate independently.
E ICOFFICE ;
7, 1&65
11

{
It's Cool, Man...COOL!
The Manley ICE-O-BAR
Cold Drink Machine
fl
Watch your concession profits climb
like the thermometer in August) when
(just
you start dispensing ice-cold, thirst-quenching,
soft drinks from the Manley Ice-O-Bar.
The Ice-O-Bar will dispense up to 1,500
ice cold drinks just as fast as two operators
can draw them. Available in a variety of
models, including a push-button model for
exact proportioning. The Ice-O-Bar comes
equipped with stainless steel faucets for any
desired combination of two or three flavors
... for carbonated or plain water. Easy to
install in any theatre concession ... in any
locality.
Be ready to handle those big, thirsty
crowds . . quickly, easily! Contact your
.
Manley representative or write direct for
more information on the complete line of
Manley concession equipment and supplies.
Manley, Inc., 1920 Wyandotte St., Kansas
City 8, Missouri. Address Dept. BO-555.
VENDING
BEVERAGES
Continued horn page 9
for the sale of their soft drinks, ice cream,
candies, perfumes and many other concession
items. The theatres need make no
investment of capital or inventory and they
are installed, serviced and maintained free
of all charges to the theatre with a liberal
percentage of the gross receipts going to
the theatre from the concessionaire.
The vending machine industry is composed
of some of the most progressive and
forward-thinking manufacturing companies
in the world—companies that are constantly
in step with the times and which
produce equipment to meet the demand
of the modern trend. Not only has our
industry produced equipment to sell many
different types of products but present-day
equipment is designed to sell more of those
products—to create the sale as opposed to
just being available for the sale.
EXPERIMENTS WITH HOT DRINKS
Experiments in some theatres are now
going on for the sale of hot coffee, and hot
chocolate. This is being combined with a
coin-operated automatic snack bar consisting
of sandwich, ice cream, pastry and
cookie machines. Theatres can now enjoy
an average sale of from 50 to 75 cents per
person by installing a bank of this type of
equipment. Results of these experiments
are not in as yet. However, preliminary investigation
shows that they are working out
very well with the concession end of the
theatre profiting favorably from this type
of installation. Automatic vending is work-
Selective Coffee Vender
ing for you. Give it the opportunity of del
ing the right kind of job. Use the rigl!
type of equipment, and your returns will li
greater. Your soft drink and concessic
income depends on you.
i
Carbonation and Volume of
Syrup Vital
to Sales
Of Cold Beverages
Exhibitors who have noted a decrease
sales of drinks from automatic cup di
pensers may well look to the volume
syrup apportioned to each drink and to tl
amount of carbonation.
Lack of attention to these important fa
tors is suspected by exhibitors and conce
sionaires as the reason for the noticeat
decline in sales from cup venders througl
cut the country. The subject was undj
discussion at the recent eastern regionl
Popcorn and Concession conference of til
International Popcorn Ass'n In New Yo
City.
PLACE IN PROMINENT POSITION
i
:
To counteract the trend of patrons pas:
ing up the venders, it was suggested
Lee Koken, RKO Theatres, that, once t~:
drink is properly made, the machines
placed in prominent positions where th
can not be missed. He further suggest,
that more drinks would be sold by havi;;
more machines, at various strategic loc|
tions, than by fewer, multiple-drink ven:
ers.
Koken believes there is a place for bo,
manual dispensers and automatic beve
age venders in the theatre. In locatio;
where he installed manual dispensers, se
ing a larger cup at the stand, one-hif
cents per person was picked up at U
stand. Vending business, with a ten-cet
cup offered by a machine, remained U
same. "There was no effect other th>
good," he said.
In order to increase beverage salL
Koken also believes it might be well to f
patrons take their drinks into the audita
ium just as they do popcorn and candy
Back to Five-Cent Popcorn
J3c^ Pnopi Ma>i(fi4i,!
HANDKERCHIEF
VENDERS
IDEAL OPERATION FOR LOBBIES,
MEN'S AND LADIES' REST ROOMS
Free ^auien'ii Imprinting
Wrire today, learn how a small
investment will bring you steady
profits.
STANDARD HANDKERCHIEF CO., INC.
1 Bond Sf. New York 12, N. Y.
The Coffee Service vender offers individual taste
control by allowing patrons to choose the exact
amount of cream and sugar from "none" to "rich,"
as desired. Made by Mills Industries, Inc., it has
a 500 cup capacity and requires no refrigeration
as it uses all dry, powdered ingredients.
The old-fashioned nickel bag of popccl
will be featured by America's theatres diN
ing Nickelodeon Week. The period of Jub!
5-11 has been designated by the Varifjrl
Clubs of America as Nickelodeon W€«
celebrating the golden anniversary of t
motion picture theatre and honoring Ift
late Senator John P. Harris, the fountf
of the first Nickelodeon.
A feature of the national celebrationis!
the Popcorn Institute's concerted pron:
tion with exhibitors featuring an oH
fashioned 5-cent bag of popcorn. It
the nickle product that built the theatij
high-profit popcorn business. A specj
nickel bag is being designed.
12
The MODERN THEATRE SECTll

Theatre operators report
HIGHEST REFRESHMENT PROFITS
FROM LIMITED STAND SPACE
-with Pepsi -Cola!
Photographed at Refreshment Stand, Lobby, Roxy Theatre, N. Y. C.
Pepsi turns
syace into sales
at the fastest rate in
soft drink history.
Check your own operation.
Stand space is limited.
Traffic must turn over fast.
To get top volume from your refreshment space,
sell the brands in the biggest demand.
Pepsi-Cola is America's fastest growing beverage.
Pepsi profit tops all nationally advertised and
nationaUij available cola syrup lines. Pepsi's syrup
price is the lowest of any nationally advertised
cola. And Pepsi-Cola's heavier baume gives you
13 extra lOi drinks per gallon.
Pepsi can boost your beverage sales and profits
all along the line. Write today for full details.
Pepsi-Cola Compan
3 West 57th Street, New York 19, N. Y.
PtOFFICE :: May 7, 1955
13

'^
p^^
iPAs 1955 Tradeshow To I
I
Its
Greatest -Will Contain
117 Displays of Product
1 Me.
I
i «M t die d
I
I
I
I
^
M
14

Convert A Few Feet Of Dead Wall Space Into
An Added Service To Your Patrons - Extra Profits For You
COLMA'S COLOGNE SPRAY DISPENSERS
The Machines That Are Factory Guaranteed To Work!
COLMA
THE WORLD'S 1.-.--.SZ5: M.-jr.T.-.C . .rZRS
OF COLOGNE 5???-nY 2:S?i:i5Z?.5
ti
hJI Hi
M^rffe
/or
mODB.M-1
MODEL T-3
apEXSK. 3.i3CD sxtns. Cssss S5-S6 TC
•^- ^2?-j—s -i-O-'t- S3IC rer -^-r-c.
= 4.vC-S -E;s~-r? C CC-C'SsS s :.L<
MANUFACTUKHS
70 riLfaiM SHeet.
INC w "
-
OOFFICE : M5>y 7. USa 15

iCE CREAM IN THE THEATRE
Ice Cream Is a Year-Round Profitable Item
'Only Scratched the Surface of Theatre Sales'
By J. J. FITZGIBBONS JR.*
The proper merchandising of ice
cream in theatres can definitely increase
your profits without seriously affecting the
sales of other items on your confection bar.
Ice cream sales in theatres have come a
long way in the past few years, and within
the last two years have chalked up a sizable
percentage of the confection profits
in theatre operations.
HIDDEN BEHIND THE COUNTER
The above could not be said of ice cream
ten years ago, even though some theati'es
handled it, mainly because of the lack of
interest on the part of the ice cream companies
in general, and the fact that, nine
times out of ten, it was hidden behind the
candy counter and no or little advertising
was done to advise patrons that the item
was available. We could also mention that
in the majority of situations the item being
sold was a "cheater"—that is, it was available
at the corner for five cents and was
being sold inside the theatre for ten cents,
which certainly didn't encourage the patron
to buy. Fortunately, this situation has
changed for the better.
By bringing the ice cream cabinet out of
hiding and into the open, in addition to
attractive advertising and ice cream at a
fair price, sales have steadily increased
which has made everybody happy.
Besides the merchandising of ice cream
at the candy bar, sales have been increased
by using coin-operated ice cream venders
and by aisle selling.
COUNTERSINK SELF-SERVICE UNIT
When space is available, the ideal setup
is to counter-sink the self-serve cabinet in
the center of the bar and build the candy,
soft drink and popcorn items around it.
(See photo No. l.i If you want to keep
down installation costs, cut the candy display
area and counter-sink into the end
of the bar. (See photos No. 2 and No. 3.)
If the above installations are not practical,
sales can still be increased by using
small refrigerated merchandisers that sit
on top of the counter. Because of theiismall
capacity they must be constantly
checked and replenished, but they still
make the ice cream bar an impulse item.
(See photos No. 4 and No. 5.)
Aisle selling has been in existence since
the days of Shakespeare, and it is still paying
off today. The initial step is to announce
on the screen in your intermission
trailer that, as a convenience, ice cream is
available for those who remain seated. As
the intermission starts, spotlight the girls
carrying the ice cream trays (See photo
No. 6) coming up the aisle from the
•Mr. Fitzgibbons is head of Theatre Confections,
Ltd., which services Famous Players Canadian.
1. The self-service ice cream cabiitet is countersunk 2. At the Palace Theatre, Windsor, Ont., tfce ie
in the center of the concessions stand at the Regent cream cabinet is countersunk into the end of |ei
Theatre, Oshawa, Ont. Candy, soft drinks and pop- bar. This method cuts down installation costs j
corn are built around it. still gets the ice cream out in the open.
3 This is another example of the ice cream selfservice
cabinet being countersunk into the end of
the concessions bar. This installation is in the
Tivoli Theatre, Windsor, Ont.
5. At the extreme left of this picture of the Metro- 6. Aisle selling and selling in the foyer are 'O
politan Theatre's concession stand, Winnipeg, Man., important means of increasing ice cream prc's.
another of the counter-top displays of ice cream Only one item should be carried on the tray •
may be seen, cause two would delay sales while a choice is m ••
orchestra. Keep the ice cream firm by
using Perma ice packs at the bottom of
the tray. Carry only one item as two or
three will hold up sales while the patron
makes a choice.
The volume of ice cream now being sold
in theatres could be increased if that
cream representatives and theatre conn
sionaires or suppliers sat down and ti
to work out some of the misunderstandifi
which now exist. Even in large ice crtin
companies which have numerous divisW
18 Th« MODERN THEATRE SECT J

t
I
runs across diverse policies as far as
litres are concerned. Dairy association
is and regulations regarding equipment
not uniform, which results in confusion
(the operator servicing a group of thealocated
in different territories,
he surface has only been scratched as
ii'as ice cream sales in theatres are con-
5ied because evei-y week new merchanng
ideas are coming out. Some go over
in one area and fall flat in another.
u we do know for certain that ice cream
n all-year-round item.
atrons' tastes vary in different parts of
;
country so there are all types of ice
iim novelties on sale—e.g.. chocolate
[ ,ed bars in a bag, eat-it-all cups, revels,
•
cream in various shapes and sizes on
ick. Dixies, and sundaes with fruit topir.
No matter what the item is, it is
t ice cream and if it is properly mer-
Indised and gives value to the purchaser,
t sales are there in your theatres.
situations, the vending machines are located
either alongside the beverage machines
or nearby.
Most of our theatres are the large, first
run, downtown type of operation and with
the stands operating continuously. We do
not have need for ice cream vending machines,
for the present at least, but for
subsequent runs, for smaller theatres, or in
those theatres where the stands are not
operating full time or not large enough to
accommodate the necessary equipment, the
vending machine should be a welcome producer
of extra added income.
Carl Seigel of the Stanley Warner Corp.
has quite a few theatres under his jurisdiction
using ice cream vendinf/ n\
and he will verify the statement ir.:.
are a very valuable adjunct to ini
dising and do a good job selling ic(
and increasing the over-all conce.ssi.
enue.
lines,
•they
Average Profit on Ice Cream 55%
While profit on ice cream sales will vary
according to the deals made with local
dairies, exhibitors agree that a 55 per cent
gross profit is about average. In addition
to novelty items selling for 15 and 25 cents,
theatre concessions usually offer a threeounce
cup for a dime. Ice cream eclairs
are a popular novelty item.
C CREAM IN THE TH EATRE
Continued from page 17
r| reason we vend by machine in these
I itres is because we have no room at the
it id to do the job properly or room to
rail the necessary equipment. In these
Jive ice cream quality . . . make 7^ on
Oc sales. Cash in on the demand for
lielicious soft-served cones, shakes.
Serve a lOd cone in 2 seconds . . .
;our food cost less than 3^. Serve a
(5(5 shake in 5 seconds . . . your food
lost only 6(*. Win new fans, make big
rofits with a compact Sweden freezer.
jasily run by untrained help.
Iodil
1-200-Aulomalli: continuous
teier. Ample relrleeraled mix
otagc. Highest capacity machine
I the marKet lor your "break"
Works Without Wages!
INDOORS OR OUTDOORS
Use FHC Venders to sell ice cream, and let paid help
concentrate on higher priced items! Handle more
customers more rapidly! FHC Venders combine ice
cream's universal appeal witti a selection of three
flavors. Sturdy, fool-proof units in Iceland Blue can
be used indoors or outdoors.
FRED HEBEL CORPORATION
Addison, III. (suburb of Chicago)
islness. "Hanilslree" loot conol.
Management-set portions.
Iher models lor every need.
"THE QUAIITY NAME IN VENDING!''
Model 3100 holds 105 bars in
^QQOQ
vending position, 48 in storage. TuO
F.O.B. Addison,
III.
S DEN FREEZER MFG. CO.
Depf. T-3
SeoHle 99, Wash.
5 selection model also available
MAIL THE COUPON FOR COMPLETE INFORMATION!
B '.OFFICE :; May 7, 1955 19

ICE CREAM IN THE THEATRE
HIGH GROSS PROFIT
PRODUCED BY
SALE
OF SOFT ICE CREAM
A Popular Item With Patrons
3oFT ICE CREAM is not Only a popular
item with theatre patrons, it is looked
upon with favor by both drive-in and conventional
theatre exhibitors because it is
a high profit item, quickly and simply
served.
The Music Hall of Seattle, Wash., one
of the city's largest theatres (it seats
2,282) took the drudgery out of snack stand
duty and, just as important, improved its
profit picture, by installing an automatic,
continuous-fountain freezer that does away
with dipping ice cream. The freezer dispenses
a soft-served product used in cones,
sundaes and floats. It is operated by a
foot switch, leaving the girls with both
hands free for holding containers. The
product actually is drawn as easily and
quickly as a glass of water, which means
that customer service for a cone, or any
fountain dish, is a matter of seconds,
rather than minutes.
FOUR YEAR'S EXPERIENCE
The Music Hall has had the automatic
fountain freezer four years and experience
has shown that the gross margin of
View of the refreshment stand in the Music Hall Theatre, Seattle, Wash., s/iotig
girl drawing soft-served product from automatic continuous fountain frew
to make floats the quick and easy way, an item that was unprofitable to ir»
under the hand-dipping of ice cream method. The freezer's product is also lid
for cones and sundaes. The machine is made by Sweden Manufacturing
profit on a cone is more than regular ice
cream products. Floats, virtually impossible
to make rapidly and in any quantity
when ice cream must be dipped, are made
quickly and sell for 25 cents. The margins
on the fountain dishes in the Music Hall
have contributed heavily toward a more
profitable refreshment stand operation.
Cass Smith, manager of the theatre,
rates popcorn as his best seller, with the
freezer-made "creme" and soft drinks next.
Twenty-cent bottles of soft drinks have
proven popular. Coca-Cola has proven to
be the best seller, although Green River
sales are high. Root beer is available iia
coin-operated machine. Only a very limi

!
lYON
MULTIPLE-DRINK VENDER
Exclusive Features for HEA VY TRAFFIC, HIGH PROFIT Service
{ 400-DRINK CAPACITY! The matched capacity of the Lyon
^del 1400-3F yields 1400 servings from one filling of syrup and
)S. Yet the vender is no larger than other Lyon models — occus
only 24" x 30" of floor space. One syrup tank dispenses 600
diks, the other two 400 each. One can be a non-carbonated
fj^or if desired. Compact size — large capacity — Lyon plus
vjues
EW EYE APPEAL! Notice the marbleized front on the 1400-3F —
sJrecl you expect it to be cold to touch! The far greater attptiveness
of this entirely new finish means more sales for the
n vender! Marbleized finish is permanent. Also equipped
irror and light for greater eye appeal — a Lyon plus value!
I'ERFECT FLAVOR ASSURED! The Lyon Positive Syrup Throw deli
rs an accurate measured amount of syrup for each drink —
y r assurance of perfect flavor from full to empty tanks. Each
fi^or has its own pump. Accurate blending and special refrigetion
add to the uniform high quality of Lyon cup drinks.
Meet flavor — a Lyon plus value!
llEW COIN SELECTOR SYSTEM! The customer drops his coin in
tl slot opposite the flavor he wants — and that's all! No buttis
to push, no dials to turn, no gadgets to fuss with. This
aance feature of the Lyon multiple-drink vender saves time
. gets a line of customers through more quickly! In addition,
e h flavor has its own "Sold Out" button — if one flavor runs
0, the vender keeps on selling. Reliable, cheat-proof coin
iT,:hanism . . . coin changer also available. Faster service —
ayon plus value!
i
liUTOMATIC CONTROLS! While many venders have only one
rating control, Lyon models have several ... to insure that
n imperfect drink is sold. Cup control
an anti-jackpot control. If the
c trol ... a low-level syrup control for each flavor . . . lowpssure
C02 control . . . and
iT:hine cannot operate correctly, it will not operate at all —
tl "Sold Out" lights go on, and all coins are returned, fxfro
g 'rantees of quality — a Lyon plus value!
r:^
ILUG-IN "ELECTRIC HEART"! The relays, timer and other comp
ents making up the "heart" of the electrical system are
irjnted on separate plug-in panels . . . easily removed and
rdoced as a unit. Simplifies and speeds servicing — keeps every
vider in operation. Moreover, all major component parts of
Ln venders are interchangeable — no need to stock a new
irintory of spare parts. Every model is quickly and easily
ir oiled. Maximum profits — minimum problems — Lyon plus
viies!
\
This Vender Also
Available in Single and Two
Flavor, 1400 Cup Capacity with
Same Outstanding Features as Three Flavor.
\'rite
for Brochure
tfl Full Particulars to L/ "^ 373 Fourth Avenue
Net
Y
New York 16, New York
YON INDUSTRIES, Inc
1839 West Pico Blvd.
Los Angeles, Calif.
B*:OFFICE May 7, 1955
21

SOFT ICE CREAM
Among the Types of Continuous Freezers Available
Continued from page 20
In Boston, Mass.. the Center Theatre has
a very profitable inside-outside concession
operation featuring soft ice cream. The
inside counter is for theatre patrons while
the outside counter is for street customers.
A varied assortment of soft ice cream
items is sold. These include "Dairy Freeze"
in two flavors, chocolate and vanilla;
"Walkaway Sundaes" in three varieties:
fudge, strawberry and vanilla, all made up
on the premises; three flavors of frappes
and fruit juice mixtures of the soft ice
i
cream and juice) all made up at the stand.
Most popular of all, however, are the two
flavors of plain soft ice cream.
The same continuous freezer serves both
sides of the coimter since it is conveniently
placed for the attendants.
Manufacturers of continuous freezers
claim that those who install them will be
catering to a pre-sold market. They call
attention to the crowds of people and cars
that cluster around drive-in stands selling
frozen custard.
Heat forces the flavor of cardboard
boxes into popcorn, causing a disagreeable
flavor in the corn which is often attributed
to rancidity. It is important that popcorn
should not be held overnight in these
boxes.
An exclusive, one-motion dispensing
feature which does not require
any foot controls is a feature
of the Electro Freeze soft ice cream
machine manufactured by Port
Morris Machine & Tool Works, Inc.
It has a refrigerated hopper.
DRIVE-IN
A "seeing-eye" dial to indicate
at a glance if product is at the
proper serving consistency, and a
freezer reservoir which automatically
refills with mix are included
in Freez-King Corp.'s soft ice
cream machine.
PLAYGROUNDS
Are An Extra "Adult" Income Source
The Mills Masterpiece contin ii
frozen custard machine with
heads makes for fast
One temperature dial and two
gle switches control each born »
that many flavors can be fr »
independently.
. . See How in the June Isifi
MODERN THEAT f
NATIONAL BRANDS
ONE COMPANY SERVICE
Top Quality • All Flavors
81
PROFIT
COLA ^^ 81
PROFIT
Contact your local Nehi or Royal Crown Bottler or write— NEHI CORPORATION, Dept. 4, Columbus, Ga.
22 The MODERN THEATRE SEC19

INTRODUCES
3 All
Soda B
INCLUDING THESE
OUTSTANDING FEATURES
MODEL ESB 33A
Baked red dulux
finish with slainleu
steel capping an
base seclian — red
Farmica syrup
tank cover.
MODEL ESB 33-C
All stainless steel
finish with black
Formica syrup
tank cover.
MODEL ESB 33-B
Stainless steel top
section, red dulux
base with stainless
steel capping —
black Formica
syrup tank
cover.
II

-
Promotion of Concessions iter.
Root Beer Co. Aims at Kids
company has developed a new jingle which
will be tied in with a self-liquidating premium
after 40 years as public-space carpet desW
HOLLYWOOD CANDY
tj
DIV.
for Bigelow Sanford Carpet Co. The Oriental It ij(j|
tern is in the style of 1914, the year Lehner enM
HOLLYWOOD BRANDS, Inc. - CENTRALIA, ILL.
Bigelow's studios. The modern shell is in to^l ]^
In Its New Advertising Program
program. Each bottler will be able
to develop a high-frequency impact in his
Discussed at Canadian Meetin
territory.
"Kids" will be the main target of a new Following the meeting, each franchise
advertising and promotion campaign Dad's holder was presented with a tailor-made
Of IPA Held in Toronto
Root Beer Co. will launch in 1955. Details promotion geared to his own particular
Innumerable
and theme of the program were recently needs and sales curve. The campaign
popcorn and
plans
concessicj
merchandising ideas keyed to
outlined by W. E. Sala, national advertising
director, before a meeting of the firm's promotion ideas and local radio and mer-
consisted of kits complete with details on
the thei;
of "horizons unlimited" were exchangl
Midwest bottlers at the parent plant in chandising programs
and discussed at the fourth
to fit the needs
annual Cardian
spring popcorn and concessions cc-
of the
Chicago.
individual.
ference sponsored by the Internatiou
The new campaign, which was developed
after a thorough study of the root To reduce the apparent height of the
Popcorn Ass'n in Toronto May 6.
The one-day meeting, which was Ib
beer market in the United States, will place ceiling in the lobby, a suspended ceiling
third regional meeting sponsored by f;
its main emphasis on radio spots with of metal lath and plaster can be hung
DPA in 1955, was held for all segmes
"kid's appeal." To accomplish this, the from the original high ceiling.
of the popcorn and concessions industn.
Co-chairmen for the session were J. J.Pigibbons
jr., who is head of Theatre Conf
FOUB STEPS TO BIGGER SALES
tions, Ltd., and Syd Spiegel, general miager
of Super Pufft Popcorn, Ltd.
The advance program listed the folicing
AND PROFITS ... ON lOc BARS
subjects and discussion leaders:
Cream Merchandising—W. J. Armstroj,
The Borden Co.; Hot Dogs in Theatre-
Clifford G. Oates, Shopsy's Foods, LI,;
What's New in Packaging—^W. G. Staiton;
The Popcorn Outlook—Rufus Har^,
Blevins Popcorn Co.; Shrimp Rolls Resy
Sell!—Kenneth K. Fell, Flavo-Rite Poci;
SMOOTH SAILIN (not
Brown Gold (cocoa bean film) —Jey
shown) is another popular,
fast-selling bar in
Weissman, C. J. Van Houten & Zoon; ThU'
tre Sales Promotion—Kenneth K. WfS,
the 10c size. Be sure to
Theatre Confections, Ltd.; Be a Leacil
stock it, too.
Join IPA—Thomas J. Sullivan, execulfe
vice-president of IPA.
"~^—
PAYDAY
"TM-l-T-
40 Years Bring a Chanjs
« In Contract Carpet Desia
^^^M-&y^eA«-
The Balanced Line of "Best Sellers"
The advance of carpet styling during the spa'ti -IP
one man's career is seen in the carpet design cffl ''il
shown by Charles Lehner, who retired recVt 'Sli
best taste for the carpeting of hotels, the(P uji
restaurants, other public areas.
24 The MODERN THEATRE SEC
tin

; regular
j
New Dispensing Head
hr Fast Drink Service
Many Items Suitable for Theatre Vending
The theatreman with an eye on vending
will find at least two dozen items which
can be serviced through automatic equipment.
Vend magazine, in its annual directory,
lists this lineup of merchandise
venders:
Apples
ij 30-gallon Everfrost soda fountain equipped
\h the Speed-Sen dispensing head is designed
i installations requiring a large volume, fast drink
irice.
A new item of concessions equipment es-
^cially suitable for drive-in theatres is a
y.pensing head designed for installations
Ut require large volume, fast drink servi:
The head may be installed on bobtail
Untains, fountainettes oi- creamer units.
] is available in a wide range of combi-
^tions of mixing faucets and draft arms
lat will meet with the needs of individual
^erators. It can be used in conjunction
th the regular draft arm station since
soda and plain water draft arm
: available along with the mixing faucets.
fSyrup is easily replaced by removing the
p of the Speed-Serv dispensing head and
'!uring syrup into each of the two-gallon
i.ntainers. Syrup is mechanically chilled
cold-wall type refrigeration and mixed
d dispensed by a special faucet. The unit
made by Everfrost Sales.
'ays Keep Ice Cream Cold
I
Drive-In Theatres
In the drive-in theatres operated by Fa-
)us Players Canadian ice cream Is pro-
)ted almost identically as it is in indoor
eatres except where there are cafeteriale
installations. In situations such as
ose a stainless steel tray 18x18 inches
d six inches deep is used. Perma-Ice,
lich has been frozen in the bottom,
eps the ice cream cold for the items are
ided on the trays just before the interssion
break.
Pearce Parkhurst has announced that
5 firm, Pearce Parkhurst Enterprises, will
itribute the new type flowing lead pencil
a promotional item. According to Parkrst,
his company is one of the first to
er the specialty.

Best way to catch
your public's eyi
In the public eye for more than 30 years!
Constant national advertising of constant
quality makes CANADA DRY Beverages
the choice of millions at home
— and away from home.
Give them the flavor they like -
^i^«P5^,*SSi???*!'i'-'^-

lie name they know

I take
*-">*^
INCREASES YOUR BUSINESS BECAUSE IT
Mates popcornAv^ys befter!
Adds delicious buttery flavor
jlj Brings out all the natural goodness of the corn
jl^ Gives popcorn an appetizing butter-like
appearance
*lj Accentuates and intensifies all these
wonderful flavors
1 -—^ ^ "
AVAILABLE AT ALL GOOD POPCORN SUPPLY DEALERS
The Savorol Co./
Popcorn Bldg., Nashville, Tenn.
New Compact Serving Unit
For Straws and Napkins
Savings in the cost of straws and count)
space at concessions stands can be realia
with the Duplex Straw Dispenser and tl
Shelvatray Companion, products of tl
Duplex Straw Dispenser Co. The stall,
less steel dispenser cuts straw costs \\
IT'S THE ' lET AGE" OF
BEVERAGE DISPENSING
EQUIPMENT, TOO
. .You crash the outmoded
barriers between you and
new, peak profits with
A SODAMASTER
SYSTEM
pally to its patented iet foamaster
• Fai advanced ov every other available type—thanks pri
equipment guarantees that
nation and the Mix-Monitor Faucet—Sod
iclple of carb
ejcent pri
ar, regardless of your present
rage costs w
your profits
a power dive and your bevi
methods, New savings and other operating advantages are q ed
nothing stands the of iet modernization
by small as well a large
of your beverage
ts, too. Literally establishn
plete details TODAY!
ness eicept your own decision. Investigat'
YOU GET ALL THIS-AND MORE-WITH SODAMASTER
• The identical beverages
from bottles—with carbor
• As much as t5% saving
96% savings on club soda.
• A variety of flavors, instantan
finger tips.
usiy obtained • Unmatched service speed, avoiding dissatl
equal or highe
fact
aiko it rush periods
bottled
flavor
Elimination of costly, troubles
suming bottle handling.
Uniform coldness and perfect
beverages, automatically.
using unwrapped straws and dispensi;
them one at a time. Two models, one 1^
standard straws and the other for t!
jumbo sizes, are available. The Shelvatij"
Companion snaps on to the top of w
dispenser and serves as a convenient locj
tion for the napkins, sugar, salt, etc. I
not only saves space but helps in Xi\
maintenance of a fast food service.
It is becoming more and more gene:
knowledge that oiling of floors is det
mental rather than beneficial. First to
considered is the fire hazard; secoJ
oiled floors are unsanitary. Theatres al
many institutions are completely elimini
ing the oiling of floors as time goes on, ad
after removing the oil from such floors, le
sealing them forever against moisture, d
warping and imsanitary conditions w
heavy-duty seal and finish which are 1
approved materials for this.
I
"1 GET A REAL
CHARGE OUT
OF THIS"
VISIT US
NATIONAL RESTAURANT
SHOW
CHICAGO, MAY 9-13 • Booths 509-510
Sojamaster Syst
with faucets only
lay
he installed remotely,
MAIL THIS COUPON TODAY
Please send me full facts on the D Sodamaster
a Mi« Monitor Faucet Q 100 gallon-per-hour
Supercharger Carbonators.
Firm
y^j(jn5s General OHices: Canfield, Ohio, and
Name .. .
'851 Randolph St., Lo« Angelei. Calif.
IN CANADA: GENERAL EQUIPMENT CORP.. LTD.. TORONTO, ONT.
The NEW Patented SPEED-SCOOP
Three times more efficient. Scoop and pour c
bagful of popcorn in one single easy motion
Mode of light, stainless aluminum. Cool hord
wood handle. Perfectly balanced for maximMir
efficiency and speed. Only $2.50 ot your Theo
tre Supply or Popcorn Supply
Dealer.
SPEED-SCOOP
109 Thornton Ave., Son Francisco 24, ColM
28
The MODERN THEATRE SECT) %

: May
airatwj© saMiO
d
^2
This fact sits well with every profit-minded theater
man: MARS makes the fastest seUing chocolatecovered
candy bars in all the world.
Don't take a back seat. Keep MILKY WAY,
SNICKERS, MARS BAR front and center in
your candy counter. You'll cash in on a very
profitable situation.
A\ARS, INCORPORATED
DXOrnCE :
7, 1955 29

. The
Automatic Vending Sales Up 7%
In
1954 Over Previous Year
More than $1.5 billion worth of products
were sold from at least 2,800,000 vending
machines by the end of 1954. This estimate
by National Automatic Merchandising
Ass'n represents an increase of 7 per cent
over estimated 1953 sales.
Dairy products led the field in percentage
increase of business over 1953. with
estimated ice cream sales up substantially
and milk up 32 per cent. This reflects the
efforts of Agriculture Secretary Benson
and the dairy industry to seek new markets
for milk and milk products.
Coffee vending was third in percentage
increase, with a 30 per cent rise. The
'coffee break" continued to intrench itself
as a national institution in 1954—and employers
learned that workers do not have to
step so far from desk or assembly line for
their cup of "Java" if a coffee machine is
on hand to serve them.
The "big three" of automatic merchan-
Nation's No. 1 Hot Dog Merchandiser
^^
Rofo Grille
HOT DOG BROILER
Biggest Returns Per
Dollar Invested
The ROTO GRILLE is id
DRIVE-IN THEATRES
Here ROTO GRILLE
equipment already o
onjunction with bun
INDOOR THEATRES
ROTO GRILLE 3 complete Hot Dog operation
the indo theatre
yet geared to the
TESTS PROVE ROTO GRILLE" BEST
In tests made F. W. Woolworth Co., by the ROTO GRILLE
proved superior to all competition in Hot Dog equipment from
standpoint of quality in construction and soles oppeal.
the
LET THE ROTO GRILLE PUT A SIZZLE IN YOUR HOT DOG
SALES,
A few of the many outstanding customers increasing
Hot Dog Sales with ROTO GRILLE:
Video Theatres of Oklahoma Cooper Theatres of California
Jefferson Amusement Co. of Texas F. W. Woolworth Stores
Mid-Central Theatres of Kansas Theatre Confections Branches
Theatre Confecfions, Inc., of Minnesota (Operating in Ohio, Indiana, Pennsylvania)
Have You Heard the
Frontier Theatres of Texas
Good News
About the
SERVETTE 700
POPCORN WARMER
Here's what one enthusiastic customer writes:
"The '700' really meets the needs of popcorn
merchants from the standpoint of price and practicability."
Designed specifically to fit both cafeteria or self
service concession stands
Check these outstanding features:
• STREAMLINED REVERSIBLE CHROME TOP
Ideal for either cafeteria service or self service.
• DRAWER TYPE HEATING COMPARTMENT
Complete heating assembly easily removed for servic
• GREATER STORAGE CAPACITY
Will hold 440 boxes o* popcorn.
• LIFT OUT GLASS SLIDING DOORS
Mly ed (.
'^3*^
Contact Your Regular Theatre Supply Dealer or Write to
HOLLYWOOD SERVEMASTER COMPANY
114 West 18th Street Kansas City 8, Mo.
dising continued to be cigarets, soft drinlJI
and candy—in that order. With only
per cent of total machines on locatio;i
cigarets cornered 46 per cent of consumeijj/|
vending dollars. Soft drink sales were
'
per cent of the nation's total, with ;
per cent of the venders, and 14 per cei
of the "silent salesmen" account for candj
14 per cent of 1954 dollars volume.
National Automatic Merchandising Ass'
trade organization of United States vene
ing operators, machine manufacturers ar
suppliers of vendible products, lists est
mates for 14 categories of the industry '
the 1955 Directory of Automatic Merchai
dising. Of these, ten cover food and beve
ages, and two are closely allied 'cigare
i
and cigars two remaining fields
vending operations for which estimat
are given are postage stamps (250,000 m;
chines, $40,000,000 sales) and coin operati
weighing machines 1 190,000 units, $4,75(
000 sales).
ANOTHER VENDING CATEGORY
The association names another maj'
category—service equipment, including co
luggage lockers, toilet locks, transportati(
accident insurance machines, etc.—whiii
occupies a large share of the market, b
for which no accurate figures are availab'
This is also true of many miscellaneo
machines and products—newspapers, bool
combs, hosiery, pencils, handkerchie
perfumes, photographs, hard boiled egt
fresh fruit, ice and fuel are only a few.
NAMA's detailed breakdown of estimat
sales volume and number of machines .
location is as follows:
1954 (ESTIMATED)
Annuol
Sales
CIGARETS $690,000,000
SOFT DRINKS (total) 393,125,000
Soft Drinks— bottled .... 320,000,000
Soft Drinks— in cups 73,125,000
CANDY (Packaged) 210,000,000
COFFEE 65,000,000
POSTAGE STAMPS
BULK
(Unpockoged, loose
candy, nuts, gum)
MILK
ICE CREAM
COOKIE, CRACKER
AND BISCUIT
(10,250,000 sold through
candy machines)
CHEWING GUM
($2,000,000 sold through
candy machines)
WEIGHING MACHINE ....
FRUIT JUICE (total)
Individual
Bulk
cans
Frozen Concentrates
SANDWICH AND
PASTRY (total)
Sandwich
Pastry
CIGAR
No.
Machii'
on
Locatii
460,Cl
695,Ci
650,Ci
45,CI
410,CI
2 1, CI
40,000,000 250,CI
25,750,000
22,400,000
20,000,000 20,(^1
12,750,000
12,500,000
4,750,000
4,700,000
2,750,000
1,750,000
200,000
3,400,000
1,000,000
2,400,000
515,0
2,500,000
— Popcorn Merchandit
1
16,0 -
";
12,(ll
210,(1)
190,(1)
2,0
2,0
;)
')
2,;)
:)
2,0
1
30 The MODERN THEATRE SECTHll

I
'
freely
lame Public Relations Director
C. Edgar Hires has
been appointed to the
post of public relations
director for
Charles E. Hires Co.,
root beer makers, according
to Pi-esident
P. W. Hires. The new
public relations director,
a vice-president
of the company and
grandson of the
C. Idgar Hires
founders, has been
isociated with the beverage firm in many
|fferent capacities for the past 20 years.
1 his new position, one of his first tasks
•11 be the development of a program for
celebration of the 80th anniversary of
Je
mtinuous operation of the Hires company
1956.
popsit plus
Compare these advantages
gives you
all these
advantages .
r
jolor Carbons for Set Lighting
icarbons for motion picture set lighting
(pable of providing spectral energy disi.bution
of approximately 3,300° k., which
comparable to the spectral sensitivity of
[9 present color films, are now being prot.ced
by National Carbon Co., division of
'lion Carbide & Carbon Corp. The new
.rbons will almost double photographically
fective illumination without requiring
ditional power as the change in color
Mperature was achieved without loss of
easurable light.
A slight excess of near-ultraviolet light
nerated by the carbons will require the
le of a very light filter. When the
Iters are used, the carbon arc lamps may
mixed with incandescent tung-
Jm on motion picture sets.
'The carbons have passed rigorous test-
,' for process projection and set lighting.
Of prime importance, to women especialare
comfortable, clean-looking and saniry
washrooms and lounges. A carelessly
pt restroom can do more to impair a
eatre's reputation than lack of any other
tron convenience.
,
HEAVY DUTY
"SODAMAKER"
WITH 2 OR 3 FLAVORS
d by leading theatre circuits in U. S. & Canada.
it Refrigeroted faucets
k Fastest Constant Flow Pin-Point Carbonated
Ice-Cold Drinks without ice
k All Stainless Steel Liners
k Complete Selt-Contoined Unit
k Triples your Profit with less Floor Space
• Reserve Ice Bank for Rush Drive-ln Crowd
Write Today. Dealer Inquiries Inyiied
IPERIOR REFRIGERATOR MFG. CO., Inc.
-24 Hodiamont Ave. St. Louis 12, Mo.

Open Front Invites Patrons to Enter Concessions Short ... and to the Point
T
Accuracy in totaling sales and in makin
;
change is essential at the concession stant
In the concession business you must knc
what the best selling items are, which yiel
a greater profit and how to display an
merchandise these lines.
You must be certain that you are servin'
the coldest drinks possible at all times sj
your concessions stand. I
Plan your corn popping so that whe
customers are approaching the counte
the corn is being freshly popped and spii:
ing from the kettle.
A 75-foot glass front distinguishes the concessions building in the Plainville Driye-ln Theatre, Plainyille,
Conn. Patrons on the inside can watch the show while in the building, and those on the outside
can plainly read the signs advertising the items offered. The open view of the interior creates
an invitation to enter. Pizza pies at 60 cents, shrimp rolls at 30 cents, and popcorn at 15 and 25 cents
are featured. The 1 ,000-car drive-in is owned by the Perakos Theatre circuit. John Perakos is manager.
He is assistant to his brother, Sp^rie, general manager of the seven-unit circuit. The $250,000 theatre
which was opened last year is located in a natural bowl setting and the theatre area is
paved. The screen is 114 feet wide. The theatre is opened at 6 p.m. with a double feature program
supplemented by short subjects, etc.
Do not pop up a big batch of corn whejj
you first come on duty and then rest.
Personnel cooperation is the key ingr^
dient in successful concession operation
Tape recordings are very effective f(J
announcements about the concession sta
coming attractions, directions for reachil^Kl'
restrooms and playgrounds.
Buttercup • THE PROVEN PLAN
THAT DOUBLeS YOUR POPCORN PROFITS!
Because it seffiA MOREBOTTtRED Poficm tiumpeak-
AT MORE THAN TWICE THE PROFIT TO YOU!
Buttercup is g COMPim PLAN-FOR-PROFITS!
• SPEED SERVICE! Only BUTTERMAT has SPEED for top
results. Proved successful in over 5000 theatres!
• ECONOMICAL! ...Positive product control!
Complete with
» DURABLE! Pays for itself in w^eeks . . .
earns you money for years!
• SPEED SALES! . lets your customer'ask for" a NAME BRAND!
QUUITY P*«*Gt
Complete with
Point-of-Sale
DISPLAY
ACCESSORIES
• NO FOLDING!
• COSTS YOU LESS!
• FAST FILLINC!
$4.00 per lb. return!
...will not "soak up" butter or leak!
*
•VISUALLY PRE-SELLS YOUR PATRONS!
No need to explain the product. Displays •
tell your customer what to "ask for" •
developed by the origittators of Buttered Popco
Buttercup Apron
11x14 Plastic Sign
Giant Display Cup
Napkin Dispenser
Dispenser Tube
Cleaning Kit
Butter Carton
WRITE FOR COMPLETE
DETAILS IMMEDIATELY!
Please send me information on the BUTTERCUP PLAN:
NAME
THEATRE
ADDRESS_^
i
1324 W. WISCONSIN AVENUE • MILWAUKEE 3, WISCONSIN
CITY
32 The MODERN THEATRE SECTK

Hot Tips on Merchandising Hot Dogs
Exhibitors Report on Best Methods of Selling
A swish of mustard followed by a spoonil
of chili are standard condiments used
•
hot dogs at the King Ridge Drive-In.
i)rristown, Tenn., reports B. M. Eiseman,
dner. Patrons like the combination, and
1 is the rare customer who specifies only
( e.
For the indoor theatre exhibitor: hot
,(i grills usually have high, medium and
,v t.peeds. If started at the proper heat
,:ommended by the manufacturer, with
\e heat gradually increased, there will be
: odors. This is one phase of indoor fiat
selling lohicli requires special training
the co7icessions attendant.
[
jGood display is an important factor in
.ling hot dogs. Rotating grills, rollers,
la-red heating are excellent merchaniiil;
aids.
Tri-State Automatic Candy Corp., which
frvices Tnany theatres in the New York
lite area, boils frankfurters 90 to 180 secids
before grilling them. This assures a
. ( frank, even in rush periods when grill-
17 time may be limited. Normally, a frank
1 grilled for about five minutes. The boiltj
in no way affects the flavor of the
illed
product.
Herbert Ochs. operator of a chain of
ive-ins with headquarters in Cleveland,
ys: "We used to buy nine franks to the
und and sell them for 20 cents. But once
introduced the 'footlongs,' which
come six to the pound and sell for 30
cents, our sales jumped about 50 per cent
ahead of the smaller size."
Ochs uses all types of condiments—catsup,
mustard, horseradish, etc. and places
them all in individual dispensers. This
method, he says, prevents slopping the
condiment on the counter and on patrons'
clothes. Frequently, the Ochs theatres will
run a special, serving diced onions or
sauerkraut as an inducement to buy the
"footlong."
Warning from theatremen who have
tried it: Do not overprice your franks. In
the New York area, a 15-cent price has
been used by one vending company, using
an all-beef frank which comes 10 to 12
a pound. Most popular price nationally,
both indoor and outdoor, is 20 cents.
Almost without exception, patrons who
buy hot dogs will buy a beverage. By introducing
frankfurters, exhibitors will also
increase beverage sales substantially. The
Wometco circuit of Miami estimates drinks
increased 15 to 20 per cent when hot dogs
made their bow in indoor theatres.
The Wometco circuit does not attempt
to buy buns centrally, because it would be
impossible to service all theatres daily with
such a perishable item. Therefore, buns
are ordered by individual managers, with
the contract price controlled by the main
office.
PROFIT
From Being a Good Host
To Your Patrons In
D. I. T.
Serve to your Patrons Hot Dogs . . .
1
• HOT
2
3
4
Serve to your Potrons 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
5
are enjoying your hospitality ot its
• best— in the privacy of their car? . . .
WALKY SERVICE CO.
401 Schweiter BIdg. ^'.r"*"*"'"'.."
Buffetena
itf I • i#
Wichita, Kansas Movoble concession
Phone: 4-5169
A5k°*or nt^oture
tt dog sales overage up to 2,000 a week, with about 1,000 on Saturdays at the Miami Theatre, Wometco's
I t run house on the main street of Miami. The small, compact hot dog unit on the right corner of
( Miami's stand takes up only about 18 inches of counter space and the yisual display is excellent.
' 1 Myers, circuit concessions head, reports that beyerage sales greatly increased with the introduction
I hot dogs in the Wometco theatres.
EVERYTHING FOR THE CONCESSIONAIRE
Popcorn Equipment — Drink Dispensers
Ice Making — Candy Floss Equipment
Popcorn, Oils, Boxes and Supplies
Kiddie Rides
Write for 50th Anniversory Catalog Quotations
3918 Seeor
Toledo 13, Otilo
^XOFFICE :: May 7. 1955 33

:
Big Increase in Automatic Vending in 1955
Is Predicted; Theatres to Benefit in Boost
Exhibitors who sell through automatic
vending equipment can anticipate an increase
in sales this year. The Coin Machine
Journal, which has just completed
a national survey of the vending industry,
predicts a general rise in this area of merchandising
in 1955. Here are some of the
forecasts
Beverages—Soft drinks in cups are expected
to be one of the bigger gainers,
with volume to increase about 13.3 per cent.
Candy bars—Both bars and packet candy
sales will be up, about 7.1 per cent. A reason
is the attractiveness and convenience of
buying candy through vending machines.
Bulk candy and nuts—Bulk candy, nuts
gum, etc., should reflect the buying of the
huge postwar crop of children.
Coffee—The industry anticipates a phenominal
increase in coffee vending, with
equipment for this beverage having been
vastly improved in the last year or so. Sales
of $66,000,000 were made in this area of
vending last year; expect 23 per cent increase
this year.
Postage stamps—Postage stamps were
being bought more and more through machines,
because of convenience, it was reported.
Milk and ice cream also are on the
upswing as vending items.
\^-,..v\
i^\
'sws.
"The butterlike flavor of
popsit plus
is
unequalled in the
popping oil field!"
\
V.
fs
Nir

^ckage Changes Would Sell
Spring Motif Creates Attractive Concess IC:'
y)re Candy in Theatres
andy manufacturers can improve their
iilic relations and boost sales by making
w packaging changes, according to Lee
|L,:en, head of the concessions department
jilKO Theatres.
'ine
of the most needed changes, accordn
to Koken, is the elimination of price
rikinss from candy bar wrappers. He
xlained that most theatres sell the nickel
,i
dime bars for six and 12 cents. This
Kcy, he said, creates ill will and could be
itded if prices were not printed on the
flppers.
'Slack packing" or the practice of makri
the bars smaller and keeping the packi^i
the same is another bad practice that
i^ds attention, Koken said. He charged
Ijt it is neither good merchandismg nor
[(|d public relations and has created an
favorable reaction from the purchasers.
inother great need among theatre consAions
is for a 15-cent candy bar. The
(jlmple of several theatres, which had subitited
the 15-cent, one-fourth pound
S'ly Ruth for the 12-cent bar and found
;l't unit sales on the larger size were
[liter, was cited. It was suggested that the
lf;ent bar might solve some of the prob-
.ejs due to increased costs.
There is a definite trend toward higherjied
items." Koken said. "Patrons will
j( for value received."
The spring motif employed in the decoration of the concessions counter at the Norva Theatre, Norfolk,
Va., shows that merchandising and beauty go hand in hand to promote larger sales. The more attractive
a counter the better chance for patrons being drawn to it. The Norva is a Fabian house. Decoration of the
stand was done by Mrs. Helen L. Coles, manager of Berlo Vending Co.'s Norfolk branch. Mrs. Coles
enjoys the distinction of being the only woman manager of any of the company's branches.
FAMOUS
MAKER...
MOVER..:
Here's a top profit combination for you. . . . the famous
Heide trade-mark plus the taste appeal of all-ways popular
Jujyfruits. Now backed by increased television advertising
and continuing national magazine ads, Jujyfruits
belong on the counter of every outlet you service. Push
them for aU they're worth . . . they're worth plenty to you!
HENRY ilEIDE, incorporated
New York 13, New York
As nationally advertised in
Lookl
AMERICAN GIRLI
Boys Life
BC OFFICE :; May 7. 1955 35

An Automatic Milk Vender for Drive-Ins
A New Fire-Alarm System
Is
Activated by Smoke
And Combination Gases
A hyper-sensltive fire alarm, the C-d
Two Pre-Detector system which is act
vated by the presence of combination gas
as well as smoke, is now being market
by Pyrene—C-O-Two. ;
The system is based on earlier Europe|
research on the ionization chamber prij'
ciple of fire detection. A series of pri
detector heads containing radio-active el,j
ments are spaced up to 60 feet apart
the ceiling where they are able to det^
the smallest smoldering fire. Each of
•ill*
f!
The automatic milk machine is one of the new developments in vending in drive-in theatres.
Following the successful public demonstration of the Food Engineering Carp's new bulk vending
machine in Washington, DC, Donald W. Brous, the firm's president, said they were ready to begin
moss production of the machines in the near future. Among those attending the exhibit were, from
left to right, Brous, Congressman Chester Morrow from New Hampshire, Secretary of Agriculture
Ezra Taft Benson and on the far right, Paul Robert, Food Engineering foreman. The group is being
served by Miss Betty Laurie.
WORLD'S FINEST
Over-fhe-Counter
POPCORN MACHINE
Schematic arrangement of C-O-Two Pre-Detei
system, here being activated by cigaret smc
has three principal units: pre-detector head (\
space-indicating cabinet (C), and fire-indicai
cabinet (D). Electrical conduit (B) and alt
bell (E) virtually complete assembly. Space k
'
eating cabinet, which may be used when
or more pre-detector heads are installed, sfci
location of fire in building, while fire India
gives visual alarms for fire, power failure,
system disturbance.
IMt
TWIN ELEVATOR WELLS and
AUTOMATIC PUSH-BUTTON SEASONING PUMP
• Greater Warming
Capacity— holds
equivalent of 200
boxes popped corn.
• New Forced Air
Warming—Thermostat
controlled; keeps
corn crisp, f.esh.
• Automatir Electric
Seasonirg Pump.
• Ample Space for 2
busy otte ndonts
CRETORS' all-steel gas or electric kettle teamed with dual
elevator wells in an over-the-counter popcorn machine with
enough popping and storage capacity to handle the heaviest
traffic. Gives a concession stand the glamor and sales appeal
so necessary for king-size profits. Earning capacity up to
$75.00 per hour. Handy, over-the-counter service. See your
nearest CRETORS distributor about early delivery of an
"Olympic" or any other CRETORS rii.Khl.
CRETORS
POPCORN MACHINES
Since 1885
SALES OFFICE: POPCORN BLDG., NASHVILLE, TENN.
FACTORY: CHICAGO, ILL.
heads is connected by a single clrc
with a fire-indicating cabinet capable
sounding the alarm, closing ventilati
activating extinguishing equipment a
performing other protective functions. 1
system is said to have an almost univer
application indoors.
At situations where it would be desira
to know the location of the fire, a spat
indicating cabinet is available for coniW
tion to the detection system. The cabil
indicates the affected area by means
numbered lights. Like the fire-indicat:
cabinet, the space-indicating cabinet
able to activate protective devices in \
area of the fire.
The C-O-Two Pre-Detector system ci
the approval of Underwriters' Labo)
ries
tories. Inc. It has undergone rigid test
and has been found to be durable and r
atively unaffected by low humidity
temperature, dust and soot.
Kiddyland operators should purchiS
their devices from recognized operators.
iallt:
iflias
Slittio
Mm

I
usuies
!
iJd Open House in New Plant
'-
Mills Industries, Chicago
larking its move to a new location at
15 West North Avenue in Chicago, Mills
recently held open house for
I
lll^totners, distributors and associates
iiiu-hout the nation. A crowd of almost
Names Cole-Spa Distributors 22nd Oscar to Westrex FHm
Atlantic.
The Westrex recorded film, "Thi Glenn
Miller Story," which won an Oscar fo.- the
best achievement in sound recordius ;.
Cole Products Corp. has added two new
distributors for its Cole-Spa line of cup
vending machines. The County Sales Co. of
California with home offices in San Diego
and branches at Los Angeles, San FYancisco
and Santa Ana will handle the entire line
throughout Arizona, Nevada and California.
Mid-Atlantic Vending Distributors was
awarded a district that includes Delaware,
Maryland, West Virginia, North Carolina
and 'Washington, D. C. Spokesmen for Cole
Products also reported that Jess Brewbaker,
divisional sales manager for Virginia
and West Virginia, would remain in
that capacity under the direction of Mid-
^r-
Ing 1954, marks the 22nd time Wc. .'::
recordings have won sinve the award -.vu.-
established 25 years ago.
The 1954 award was presented to the
sound department of Universal-International
studios by the Academy of Motion
Pictures Ai-ts and Sciences at the recent
Hollywood ceremonies.
In addition, Columbia Pictures Studios,
which was awarded the Oscar for the best
picture of the year, used Westrex equipment
to re-record "On the Waterfront."
Tmoi J. Riggs jr., president of Mills Industries
I f. L. Jacobs Co., visits with Richard Seddon,
h s distributor, and J. H. Leadaman, Mills repren
olive, at the recent open house held in Mills'
M location.
I* people inspected the new facilities, saw
st products in operation and met with
top management.
;erving as hosts were Thomas J. Riggs
president of Mills and the F. L. Jacobs
Ci; Jack Keller, vice-president and gen-
B^l manager of F. L. Jacobs, and Pete
Uioy. Mills' new sales manager. Other
Mis' sales and service personnel were on
hl.d to explain new product innovations.
ne of the main points of interest was
tl Millshake shake and malt machine
rich combines freezing, built-in refrigei;ed
syrup pumps and blending, all in
tt
single unit.
RA Increases It's
Carpet Line
F)m Basic Six to 29 Grades
satisfy the different budget requiremits
of all types of theatres, the RCA
K)et line has been increased from six to
2f different grades, according to M. J.
ST^r, manager of the theatre and sound
piiucts department of the engineering
pi iucts division.
he new grades will be additions to the
Sii, basic types of carpeting already being
Dfred by RCA. Pile heights of the new
pies will vary from .15 to .5 inch. Now
to .tres may choose from two grades of the
fctievement type, five in the Citation type,
fo Headliner, five Top Performer, five
8^wman and eight Exhibitor.
le carpeting, which is manufactured by
T^mas L. Leedom Co., is available in
Mrs and patterns of the exhibitor's
:hce.
lere is no better advertising for a produc
than the product itself.
(V/tk
HOT
DOG
HOT DOG CHiLi
DID YOU KNOW THAT-
• By adding a fraction of a cent to the cost of each Hot Dog, you con eosily sell it
for five cents more— picking up an EXTRA PROFIT of 4c per Hot Dog!
• CASTLEBE.RRY'S HOT DOG CHILI costs less than standard brands of catsup-flr
pickle relish . . . actually costs little more than mustard!
• CASTLEBERRY'S HOT DOG CHILI is a quality product especially for use on
Hot Dogs . . . plenty of meat, ground very fine for uniform distribution throughout
the product . . . real Chili Beans ore crushed to protect your customer's neckties
and dress-fronts from "tumbling bean" spots.
• This economical easy-to-use product may be served in a variety of ways! Ideal
for mouth-watering "Chili-burgers"; delicious over meat loaf—as a spaghetti
sauce—or on left-over meats. Mokes a regular Chili Con Carne too— just add beans!
MAKES A HOT DOG JUST M-E-L-T IN YOUR MOUTH"
Available Through All
Notional Theatre Supply Bronches
29 oz. Can— Series over 50 Hot Dogs
No. W Can—Serves over 200 Hot Dogs
SAMPLE ON REQUEST
CASTLEBERRY'S FOOD CO.
AUGUSTA
GA.
JC OFFICE :; May 7, 1955 37

. ,
HOLLYWOOD THEATRE
INSTALLS NEW SIGN
IN
THE TRADITION
OF TIMES SQUARE
Facade of the Hawaii Theatre before erection of the new sign.
Preliminary framework for the vertical sign may be sesn rising
from the roof above the marquee.
This spectacular, vertical sign, high as a four-story building, dramatizes the theatre, f
different color combinations, based on turquoise blue and canary yellow backgrom
create constantly running changes. The sign cost $22,000.
I^AZZLING ELECTRICAL DISPLAYS like
those highlighting New York's Times
Square flashed onto Hollywood recently
when the film city's Hawaii Theatre installed
a huge, new vertical sign.
High as a four-story building, the new
sign contains more zeon tubing than any
other theatre sign in the West. Constantly
running changes cover four different color
combinations based on turquoise blue and
canary yellow backgrounds.
Constructed at a cost of $22,000 for
Albert A. Galston and J. M. Sutton, thea' [dijoi
owners, the new installation was specia Sju/or
designed and installed by Electrical Pre jj j
ucts Corp. of Los Angeles. m]
Dedication program by Debbie Reyno!
and Louis Calhern was carried on NBC-'
s
The huge letter section being wheeled into oven Individually designed and tagged zeon tubes being Upper section showing separate zeon no
tubes C .1
for baking enamel. fitted precisely into place. ating the four color combinations.
38 The MODERN THEATRE SECTK

; we
: May
^
I
.
, . . Questions
and Answers
This regular Modern Theatre feature is conducted by Dove E. Smolley, contributor to mony
mportont magazines on mointenance and editor of Better Maintenance Magazine. Questions from
exhibitors ore welcomed. Address them to Theatre Mointenonce, The Modern Theatre, 825 Von
It Blvd., Kansas City 24, Mo. Enclose stamped, self-addressed envelope for personal reply
ASPHALT FLOOR DOESN'T
RESPOND TO WAXING
We have just installed a neiv asphalt
floor and the contractor recommended
tuax it to bring up a polish. Howwe
have applied several coats of two
erent kinds of self-polishing luax and
make no showing whatever. What
Tcmg"!
Certain installations of asphalt tile do
not respond to waxing, due to the surtexture
of the tile. The wax you have
lied is still there, of course, but has bee
imbedded in the minute cells on the
ace of the tile. Several months of wear
Id probably remedy the condition, but
ii
[)|more immediate results, I recommend
you go over the floor with No. 1 steel
preferably under a floor machine.
apply two coats of one of the newer
1^1 coat iwaxlessi floor finishes. After
fl;h I believe that subsequent waxing will
e'ond with the polish you expect.
rVVHAT TYPE FLOOR?
We are planning to build a new movie
\
hitre and would like to have your recomnidations
for the floors. What kinds do
m think best for the lobby, foyer and ,
Iti torium?
Jrhe answer to your question depends a
?reat deal upon how much you wish i
10 nvest, the size of your theatre, etc.
i« ever, if the cost is not of primary im-
Wance. I would suggest either terrazzo
iraarble for the lobby: rubber tile or
ble vinyl tile or cork tile for the foyer
of course, in any case, concrete for the
torium. If the cost is an important
jr, I would suggest asphalt tile in the
y and linoleum lor carpeting' in the
r. Rubber, flexible vinyl or cork, while
; expensive than linoleum, are quieter
le
foyer.
rWHAT ABOUT PHENOL
rCO-EFFICIENT?
H"(' are using a disinfectant, the label
ich indicates it has a phenol co-
;f of five against typhoid germs. We
tii'rstand that a phenol co-efficient of
fn means it has five times the killing
m'r of carbolic acid, but does this label
''!
that the disinfectant kills only ty-
! (lerms? We want a disinfectant that
km all kinds of germs.
A here is no known disinfectant that
!!i be guaranteed to kill all kinds of
In fact, there are a number of
germs which have never been isolated and,
on which, therefore, no test could be made.
By the label in question specifying typhoid
germs, it merely means it was that particular
germ which was used for testing. The
law requires that in claiming a phenol coefficient,
the kind of germ on which the
test was made must be stated. The typhoid
germ is one of the hardiest of disease germs
and it is assumed what will kill this germ
can be depended upon to kill many others.
For theatre use I would recommend one of
the glycol sprays or a quarternary ammo-
nium disinfectant, both of whici: odorless
unless purposely scented' arid very
I
effective. The glycol is said lo i'ili. airborne
germs but its effect is less permanent
than the quarternary type. Either o! f.v

\
Twin disks and cylinders suspended on Florentine Influence— Inspired by Flor- Antique brass coach lantern, moun^^
rods form an unusual new table lamp, eniine wrought iron designs, this new distressed fruitwood, produces a cm.
Dramatic lighting, enlivened by a touch of greenery. The metal unit comes in red and white; lamp features dainty filigree work on ing new table lamp. The shade j*. \
is provided by these planter floor lamps. gray and yellow; black and white. brass rods. The shade is white cord. ported pigskin. \
LAMPS... for decor and added lighting V
A Pictorial Report on What's New and Suitable for the Theatre, Spring 1955
i
Left, ceramic urn, suitable for use in a powder room,
comes in two sizes. The smaller one is suggested
for a narrow table or shelf, the other for a larger
surface. Translucent spun glass shade gives good
light for applying make-up. Right, hammered silver
treatment strikes a new note on the surface
of this
glass lamp. Diamond pattern incorporates three
different tones of blue with gold outlines. Parchment
shade repeats the hammered silver effect.
Data concerning manufacturers and prices of lamps
shown may be obtarned by writing to The Modern
Theatre, 825 Von Brunt, Kansas City 24, Mo. Prices
of table lamps range from $40 to $80, with an average
around $40.
By DORIS HERZIG*
r ORTABLE LAMPS sepve a dual purpose
in theatre lighting. Not only do they supplement
illumination from overhead fixtures,
but they also contribute warmth,
character, and excitement to the decorative
scheme.
Functionally, lamps bring light down to
the specific area where it is needed. At
the same time, they create other, more subtle
effects. They provide a feeling of intimacy
so often lacking in public areas. Their
interesting patterns of light and shadow
heighten the dramatic atmosphere.
From the unprecedented variety of strikingly
original designs now on the market,
units can be selected to underline the prevailing
mood, whether it is elegantly traditional,
sleekly modern, informally countrified,
or a pleasant blend of different motifs.
A relatively minor investment in theatre
decor, new lamps can transform the entire
appearance of a lobby by injecting fresh
decorative accents and casting a warm,
inviting glow.
In lounge areas, table and floor lamps
grouped with seating units add a feeling
coziness to the furniture arrangements,
large wall or drapery expanse can often
enhanced by placing a handsome tal
lamp in front of it. A drab foyer corn
can be enlivened with a torch-type flq
'
lamp casting indirect light.
In powder rooms, portable lamps counte
act the cold, often unflattering light whi
disturbs women patrons. Here lamps a
most effectively used in pairs so that lig
falls evenly on both sides of the face wh
make-up is applied.
According to The Lamp and Shade I
stitute of America, there is an increasi:
trend in lamp design toward combinL
modern with traditional features. The r
suiting forms are graceful and mellow, i
corporating contemporary lines with mot,
from the past, such as oil lamp founi
candlestick forms, or Florentine filig^?
work. These lamps harmonize with eith
period or modern furnishings, yet are di
tinctively styled to become focal points
attention.
I
Modern interpretation of the candlestick
motif. Slender, polished brass
rods rise from a walnut base to support
gleaming brass candlecups. Plasticized
white fabric shade.
Contemporary interpretation of the
lantern motif combines bright brass,
wood and plastic. Switch is incorporated
into the wood sleeve on the
center shaft.
Bands of gray polka dots accent this
charcoal-colored ceramic lamp of
graceful design. The shade is imported,
natural-toned linen. The lamp
is 33'A inches high.
Coach lantern provides an interest'
motif for this new floor lamp. Topf
by on American eagle, the lanternset
on a shaft combining Salem WU^
with French bronze.
40 The MODERN THEATRE SECTIO

; May
Modern Art and Heywood Comfort
Skyrocket Box-office Receipts
\\'\[\\ a dramatic theme of modern art and the luxurious comfort of Heywood
mating, owner Burton Jones transformed the old San Diego Egyptian, with an
\ irage gross of $600 a week, into the premium-price Capri with grosses as high
- "^ 1 0,000. Find out how Heywood comfort can help your own box office skyrocket.
lEYWOOD-WAKEFIELD COMPANY, Theatre Seating Division, Menominee, Michigan Sales Offices: Baltimore Chicago
B' ;OFFICE ;
7, 1955
41

REMODELING PROJECTS. 1955
Kingston, N. Y.
Washington, D. C.^
The handsome mezzanine foyer in the remodeled Community Theatre bears little resemblance to the old, shown in the photo below. Wall-towall
carpeting, smart furniture and modern illumination create a charming atmosphere. The fireplace adds a cheerful note.
Community Theatre, Kingston, N. Y.
Walter Reade Updates a 30 -Year -Old House Without Closing
IVloRE THAN A QUARTER of a mUUon doUars went into the
remodeling and redecoration of the 30-year-old Broadway
Theatre in Kingston, N. Y., transforming it to a modern house,
renamed the Community Theatre, with an accent on patron
comfort. The construction covered a six -month period and was
accomplished without interruption of shows. Except for the
four walls the theatre was almost completely rebuilt.
One of the most interesting features of the remodeling was
the new treatment of the mezzanine foyer. The well that was
in the center and looked down on the orchestra floor was
closed in, and the old-fashioned chandeliers and old-style dark
paneling removed. Lighting was modernized and increased and
wall-to-wall carpeting and smart, modern furniture installed.
Paintings are supplied by the nearby Woodstock, N. J., art
colony and are changed every few weeks.
Men's and ladies' rooms are at either end of the lounge and
have been completely refitted.
The new front of the theatre is a prototype developed by
Walter Reade and distinguished by its Colonial red brick
and white wood front. The portico and wood columns extend
to the curb and are visible for hundreds of yards in both directions
on the heavily trafficked main artery on which the
theatre is located. At night, the front is lit by spotlights from
across the street and by lights recessed into the portico ceiling.
The old well in the mezzanine foyer that looked down onto the orchesm
floor was closed over to provide the new spacious lounge area. The ©i
fashioned chandeliers were removed and replaced by increased lighting with mo
fixtures. The dark paneling, popular in an early day, gave way to light walls '
ceiling. In the new lounge paintings supplied fay a nearby art colony are chatti^
every few weeks and have proved an added attraction to patrons.
42

; it
1 H
: May
IB simple while wood work against the
jikgiound of the red brick building
ikes the theatre an easily recognizable
f dmark.
Three sets of full-length Lucite doors
I
used at the entrance way. Clearly vis-
1' through them is the cashier's counter
.Mch replaces the usual boxoffice. The
lis are terra cotta: carpeting does not
3 in until just in front of the inner doors
I the rear of the outer lobby.
»hoto-electric cell equipment operates
main door into the Community autor.
tically as the patron goes from the
J i.sual cashier's counter in the outer
,(b>- to the doorman with his ticket.
CONCESSIONS IN INNER LOBBY
"he new Refreshery is located under the
5 ir well in the inner lobby, and is adjat
to the theatre auditorium through
-
iloor at the right. The all-enclosing
1 ii;i has built-in popcorn machine, nut
user, ice cream cabinet with a glass
so patrons can see the refrigerated
lin.s, candy cabinet and soft drink ma-
: ae.s. Display cases on the rear wall will
b changed for seasonal displays.
.ishting of the stand is all recessed and
i >ctional. The decorative panel at the
ti contains the word "Refreshery" in
Late lettering cut into the border and
t);ismitting light from tlie rear.
'.ubber matting all around the front will
b: edite cleaning and minimize the dam-
B
from spilled food or drinks.
here are several automatic drink vend-
Ir machines in other parts of the tlieatre.
'he Refreshery was planned by Edwin
G:e. circuit vice-president and James
L b. concessions department director.
Ji n McNamara drew the plans.
COLUMN MOTIF CARRIED OUT
/ithin the auditorium all of the gingerfa
ad typical of older theatres was rett/ed
for the simple, clean lines of modern
Destruction. The column motif that disti'.uishes
the front of Community-type
tlures has been carried out in the audiu
urn. There is a "sunburst" in metal
onoth side walls of the auditorium. Only
a ;\v seats in the 1,700-seat house were
te in the remodeling,
ine of the novel features of the Comlity
is tlie party room located at the
it rear of the orchestra. There are four
Mi' seats on each cf two levels, accommo-
16 persons,
he de luxe room is soundproofed, has
own separate sound speakers and its
L air-conditioning outlets. Thick-pile
jeting is on the floor and clothes
gers are provided for patrons at eithsr
The room was designed to be sold to
ps wanting to attend the show in a
y, however, the room is also sold on an
vidual seat basis at a slight premium.
Si )king is permitted here.
'alter Reade Theatres was represented
diing construction by Edwin Gage. Rocct
Done, circuit engineer: Nick Schermerhi
1, general manager, all under the di-
« ion of Gage and Walter Reade jr.
This is the entranceway to the Community as seen from the sidewalk and from under the wood-columned
portico which extends to the curb. The only advertising material in front of the theatre ore the two
display cases on the returns, each holding a 40x60 which the theatre's own art shop maizes.
One side of the outer
lobby of the Community.
The display
cose is one of two in
ths outer lobby; the
cashier's counter and
another case are on
the other side
visible in
(partly
the mirror).
The fixture near the
floor and under the
coach lamp is a hot
air blower to heat
the out^r lobby
Patrons enter from
and
the street at left
go into the inner
lobby through the
righ:
doors.
The Refreshery is located under the stair well in the innir lobby, and is adjacent
through the door at the right. Lighting is all recessed and directional.
B( OFFICE :
7. 1955 43

;
.OMMUNITY THEATRE, KINGSTON, N. Y.
m
Special Patron Services Win Favor for Remodeled Theatre
The party room in the Community will accommodate 16 people. There are four
love seats on each of the two levels. The room, located at the right rear of the
orchestra, is soundproofed, has its own speakers and its own air-conditioning
outlets. Smoking is permitted here as well as in the loges.
Automatic operation of the main door, as the patron goes from the cashien
counter to the doorman, is one of the special features of the remodel^
house. It is done by photo-electric cell equipment. This, and the pari
room have created the most comment from patrons.
At left 15 o v/c« of the remodeled auditorium in t|
Community, and above is one of the area as it appean jjudt
before. All of the old gingerbread was removed. 7i
column motif that distinguishes the front of the theal
is repeated in the new auditorium. Sunbursts on the woi
''
are metal.
sdo
W
^
COMMtNlI
> ^Ht'^
mm
ill tie
.The
isidi
At left is the old Broadway Theatre before
the remodeling was undertaken. The
old-fashioned marquee, old-styled boxoffice
and small display cases are particu
larly noticeable. In the new front, at
the right, the portico and wood columns
ore distinguishing characteristics of the
Community-type theatre developed by
Walter Reade Theatres. They extend to
the curb and are visible for hundreds of
yards in both directions on the main
artery where the theatre is located At
night the front is lit by spotlights from
across the street and by lights recessed
into the portico ceiling.
(SSS
*ceili
(fitketi
11 lickei
)lavi
itott
in
'Hen
'icove
44 The MODERN THEATRE SECTIOBUnCE

1
n
I tliiough
i d
.
of
I
d
: May
IKO Keith's, Washington, D. C
!EMODELING BRINGS NEW GLAMOUR TO OLDTIM^R
At left is the new exterior lobby of RKO Kck
T theatre in ttte nation's capital The stainlr^
steel
boxoffice has a completely illuminated egg
crate ceiling, r/ier? are two ticket windows to
speed ticket selling. The lobby walls are Greek
Cipolin marble. Shadow box display cases with
concea'.ed lighting on all sides are recessed into
the walls. Note the brilliant soffit illumination
A new type of slip- proof red rubber and vinyl
floor covering was installed. Below is the old
front of the theatre.
txTENsivE REMODELING and rcnova-
liom the facade and entrance right
to the stage have brought new
luty. luxury and a contemporary look
I,
d the 40-year-old RKO Keith's Theatre
f Washington. D. C. The changes, howtiv.
retain the original dignity and
fidition of the theatre.
According to John McNamara. the
hitect, the finest materials to be obned
were brought to Washington for
'IS SIOO.OOO project which extended over
: period of nearly eight months.
WALLS ARE MARBLE
The treatment of the entrance, the lobby
the grand foyer is entirely new. The
lis of the exterior vestibule are done
imported Greek Cipolin marble, having
white background with green vertical
The boxoffice has been moved to
ii:iv4.
outh side of the entrance and is done
.unless steel with completely lighted
rate ceiling. In order to facilitate the
tickets, provisions have been made
two ticket windows. The new shadow
X display cases, which have been re-
into the marble walls, are of stainteel
with concealed lighting on all
.^e.s. The floor of the outside entrance
3of red rubber and vinyl material.
!s been covered with a new type of slip-
new lobby has been created immedi-
!ly inside the new Herculite glass enince
doors. The walls of this lobby are
i\
marble and large panels of beveled plate
glass. Red Leedom Wilton carpet in a
contemporary floral pattern covers the
floor.
A SCREEN OF GLASS DOORS
The lobby is separated from the grand
foyer by a new screen of glass doors which
permits an unobstructed view of the foyer
from the street entrance. The walls of the
foyer have been treated with a combination
of marble, mirrors and walnut wood
surfaces, and the carpet from the lobby
carries through the entire foyer to the entrance
door leading into the theatre.
A completely new refreshment stand
equipped for the sale of candies, ice cream
The entire RKO Keith's Theatre building, 15th at
G streets, has been completely scoured and pigeonproofed.
After the cleaning the 40-year-old building
looks as fresh as a new structure.
and popcorn has been installed on the
north side of the foyer in the line of traffic
into the auditorium. The new stand is
constructed of pickled walnut facing, a
mirror back and the wall around the stand
is covered with corrugated Transite. The
candy stand is covered by a sloping canopy
in which a series of recessed spotlights
have been arranged to give a geometric
design to the canopy soffit.
The elaborate new refreshment stand was
designed by J. J. McNamara and is operated
by Berlo Vending Co. The candy case
holds over 50 varieties. The stand includes
two new plastic Pronto popcorn warmers
and a Butter-Mat. An up-front, self-service
ice cream freezer, the COLDisplay. is featured.
3-D DISPLAYS IN BACKWALL
Three-dimensional displays in the backwall
shadow boxes were set up by Lee
Koken. in charge of RKO Theatres concession
and vending operations from coast to
coast.
Located near the stand is an eight-unit
automatic beverage machine owned and
operated by ABC Vending Corp. This
equipment serves two patrons at once, and
offers a choice of six carbonated and two
non-carbonated cold drinks. It has two
coin changers.
Continuing into the theatre from the
foyer, the patrons are lead through a new
entry to the auditorium which has been
Continued on following page
I XOFFICE :
7, 1955

The old foyer of RKO Keitlt's presented this appearance.
The plaster ceiling was ornately decorated
and old-fashioned chandeliers were used.
REMODELING BRINGS NEW GLAMOUR
Continued from preceding pave
created from the space that was formerly
the "Green Room" used by the ladies as
a restroom.
Patrons now enter the auditorium
through a corridor that leads directly into
it rather than at one side as in the old
theatre. The former entrance doors are
now used by the patrons only for exit.
OLD BOXES REMOVED
The entire auditorium has been renovated
and redecorated in light beige with
gold trim. The original boxes on the sides
of the proscenium have been removed, and
the wall surfaces at the box areas have
been draped in cherry-red, fireproof materials.
The new carpet throughout the
auditorium is red and gold in modern design.
The theatre had previously been equipped
The new grand foyer is shown above, spacious and inviting. It is separated from the lobby by
screen of all glass doors (extreme right). Walls of the foyer are treated with a combination of marbli
mirrors and walnut wood surfaces. All new carpeting is in a modern design of red beige and blaci
Marble flower boxes on either side of the foyer contain fresh flowers. Upholstered benches flank il r
planter to provide conversation corners. Unusually attractive wall lamps in a simulated floral desii,:
with four flower-like cups are mounted above the seating area and above the water fountain shown t
the left. The ornamental stairway leads to the balcony.
lor widescreen and stereophonic sound.
A very pleasing addition to the RKO
Keith's Theatre is the completely new
ladies' cosmetic room downstairs at an
intermediate level between street and
basement. The walls of the cosmetic room
are in pickled oak wood with one entire
wall in mirror with a make-up shelf as an
integral part of the mirror. The floor is
in red vinyl and the furniture is covered
in gray and yellow linen plastic material.
Gray tile floor and walls and a red ceiling
mark the principal improvements in the ad!*
.ioining restroom for the ladies.
The theatre is completely air cond.jir;
tioned.
j
one of 88 owned by RKO Theatres Cori
The Washington RKO Keith's Theatt; .
is
It is a de luxe first run downtown hous,
and is managed by Jerome Baker. It wg
leopened in early February.
All in all, the alterations and redecd
rations which were made at the 'Washind
ton showcase were new in design and mod
ern in concept and color, yet the refurbisM
ing which was accomplished maintaind
the original, inherent dignity of the theatn
This was the old lobby of RKO Keith's. The flo\\
was covered with rubber matting. Exposed lam \
m the ceiling provided the illumination. The nc t
A new inner lobby was created immediately mside the new Herculite glass entrance doors. Walls are
n marble and panels of beveled plate glass The impressive shadow box display cases are recessed
nto the marble walls and are of stainless steel with concealed lighting on all sides. Carpeting begins just
nside the all glass doors through which the non-slip red rubber and vinyl tile of the outer lobby may
be seen This is a special safety precaution for patrons on rainy or snowy days
with the curved walls, and the doors which we C
only partly glass, has been completely eliminat
in the spacious appearance of the new lobby a.t i ^^^
left. The new wide, recessed poster cases dwt 'lln
the old cases which were set against the wall.
46
The MODERN THEATRE SECHC
Bjj

.
.
. .
Id KEITH S, WASHINGTON, D. C.
^
A great contrast is apparent in
these before and after pictures of
the auditorium. The old boxes on
the sides of the proscenium were
removed and those areas draped in
a cherry-red fireproof material.
The dark, ornate walls and ceiling
have been replaced by a simple
modern treatment in light beige
trimmed with gold. The new carpet
throughout the auditorium is
red and gold in a modern design.
The theatre had already been
equipped for widescreen and
stereophonic sound so those installations
were not a part of the
$100,000 remodeling job.
'^
.^
liiefurbishing, RKO Keith's installed a completely new refreshment stand
tqDped for merchandising candies, ice cream and popcorn. It is located on
tknorth side of the foyer in the line of traffic into the auditorium. It is const,
ted of pickled walnut facing, there is a mirror backbar and the wall around
Ih itond is covered with corrugated Transite. An eight-unit automatic beverage
mi line IS located nearby at the stairway.
The candy bar in the old foyer is shown above at the extreme right. It was
much smaller than the new refreshment bar and not so well located. Patrons
3ntering the first two of the auditorium entrance doors could easily pass
it up. In the new setup all patrons must pass by the stand before turning left
to the corridor that leads to the auditorium. The old doors shown
above are now used for exit only.
Kw Is the Time . .
13 clean and lelamp marquee and upril
t signs. Wipe off with damp cloth all
ft bulbs and neon tubing.
jrighten the backings of your frames
8r displays with cool-colored cards. Polls)
your frames.
op or wash down with plenty of clean
fr 1 water the floors of your auditorium.
ean your changeable attraction letters.
U 3U are using metal letters, give a coat
of lack paint and trim with aluminum.
Check on your chairs and see that they
are tightened and repaired where necessary.
Inspect your carp>ets carefully, and sew
the spots or seams that are beginning to
open up.
Inspect your roofs and remove any rubbish
and check all drains.
Check your curbing and sidewalks to see
ihat they are clean and free of trash.
Go over your house lighting to be sure
you do not have any stray light or annoymg
brightness in the line of vision. Check
the aisle lights and the stepdown lights.
Check your color combination on lighting
(greens and blues should predominate
for hot weather; amber and red for winter'
Inspect your hand-rails on balcony stairs.
Also all exits, etc.
Do you carefully and thoroughly inspect
your houses before opening day? Is special
attention given to accident hazards .
especially noticing hand-rails . . . carpets
. . . aisle lights, rubber mats? Do you
check the first performance of each show?
—The Martin Tipster
BCDFFICE :: May 7, 1955 47

}
'.
There are no movie display sheets on any
walls, either in the outer lobby or in the
intimate foyer. Instead, there are framed
pictures—all art pieces loaned by the
Cleveland Art Museum. Potted greens in
the lobby help create the required atmosphere
and this is further attained by th
use of spot lights on the paintings an
etchings on display for art enthusiast
"The problem of what to do to convet
a conventional theatre into an art thea
tre is not one of addition but of sub
traction," Shulman explains. "Simpliciti
must be the keynote. Reason for this i
that the decorations should not detrac
from the art on display. Here at th
Heights Ai-t Theatre, for instance, ^
started our simplification program with tb
marquee. We painted it white, just plai
white without other color adornment. Anc
on the marquee, all we use is just the tit]
of the picture we are showing. Nothin
else—just the title. By its mere simplicity
and deviation from the conventional the
a tre marquee, we attract attention.
ESTABLISH A MOOD
"Another item in our simplification pn t
yram was to establish a mood as soon li.
the patron passes the boxoffice into ttjfc
'1C
fS
The lobby o/ the Cleveland Heights Art Theatre, Ohio, is a rendezvous for art lovers where paintings
and art objects on loan from the Cleveland Art Museum are displayed in an atmosphere of intimate quiet
and charm. Furnishings are smart, but simple.
Simplicity Is Keynote in the Art House
Conversion From Conventional Theatre
Is
By ELSIE LOEB
One of Subtraction, Not Addition
Because an art theatre is something
special for a special audience, it must look
special," says Edward Shulman, expert on
art theatre operation and general manager
of the Heights Ai-t Theatre in Cleveland
Heights, Ohio. Shulman took over the
Heights Theatre last November, and within
two weeks changed its physical appearance
from a conventional theatre to a miniature
art museum, exhibiting art treasures in
the two lobbies and art pictures on the
screen. He also changed its name to
Heights Art Theatre.
That he has succeeded in accomplishing
his purpose of making the divorce from the
conventional to the art surroundings final
is obvious from a look at the photograph
of the foyer as it appears today.
This foyer is not just an area to walk
through to reach the auditorium. It is a
rendezvous for the patrons who take their
art seriously. An atmosphere of peace and
relaxation is attained by the use of light
gray, almost off-white, walls and drapes.
The walls and woodwork in this area are
painted. The long, silk, solid-color drapes
from ceiling to floor not only hide the back
row seats and former railing, but provide
the proper background for the unusual
low slate table, modern-conventional in
shape. Two striking fish skin globes.
48
lighted within, are so placed on the table
that they strike the eye immediately. And
even more important, they are in direct
line of vision from the boxoffice right
through the outer lobby. These globes, imported
from the Philippines, are in two
sizes for variation interest—one of them
two feet in diameter, the other, one and
one-half feet in diameter. Concentric
black lines on the fish skin emphasize their
importance in the art scheme.
Magazines are placed on the table for
the use of patrons: also cigaret ash trays
and an unusual floral piece, usually of
simple Japanese-type arrangement. The
table also affords display place for pieces
of art borrowed from the Cleveland Art
Museum, which reflect the background of
the picture shown on the screen.
Both ends of the rectangular lobby are
arranged for conversation areas. Modern
lounge chairs, a lamp and ash trays are
provided. At the opposite end of the foyer
shown in the picture there also is a hot
plate with a samovar always filled with
hot coffee served free before, during and
after the performance.
lobby. We removed the doors leading froi ;
the lobby into the foyer so that the lobl
and foyer are blended into the desire]
mood or atmosphere.
"We took out the concession starl
altogether and devoted the entire foyi|
space to the comfort of our patrons. Th(
said we couldn't operate a theatre withovl
selling popcorn, candy and soft drinls
But we do. And our patrons love it. Th(
:

lACTS ABOUT HORIZONTAL VISTAVIS'ON
y
Paramount Gives Presentation Details About New Double-Frame Process
^^*.
HORIZONTAL VISTAVISION PROJEaOR HEAD
The new horizontal double-frame VistaVision projector and the scheme of the projector head at right.
ten: weeks ago Paramount Pictures Co.
hi a demonstration of its new horizontal
V uVision (VistaVision by double-frame
r,h:ctioni for the tradepress at the Para-
T,int Theatre in New York City. Projec-
'.(. tilth curved apertures made by Cen-
!i / threw the picture 168 feet onto a new
rr-cd Raytone screen which is 40 feet
'i, I and. in square feet, the largest in any
•i.;or house. Picture size was 35x64 feet.
lie new process, together with the
V. 'ed screen, lends depth and a sense of
lueuce participation.
survey now being made indicates that
%teast 100 theatres in the U. S. can be
re odeled to accommodate a large screen
II special VistaVision projection equipmit.
Other theatres can use standard
V aVisio7i prints.
iramount Pictures has released the folio
ng detailed anA technical facts about
ki3ontal VistaVision for the information
0/ xhibitors.— (Editor.)
Advantages:
UGER IMAGE SIZE
ne most important advantage is image
si; which was fii-st established by compi
-tion and then photographically tested.
Ptimount is using the optimum image
sis for large picture. If the picture image
OE he film is smaller than that now used
Is /istaVision, we lose general sharpness
at if the picture image is larger, we lose
iHepth of focus.
wlistic stereoscopic effect
motion pictures, a slight subjective
efi'.t of stereoscopy usually accompanies
c& ;ra movement. This effect is enhanced
as w^e eliminate more and more of the
indices by which audiences can tell that
the picture is flat. In general, audiences
tell that a motion picture is flat by the
softness of focus, the film grain, the sheen
from the screen and the straight line effect
of the picture masking. In the presentation
of VistaVision, we have the required
sharpness, grain is invisible, we
eliminate the sheen by the mirror effect
of the metalized screen and the slight
curvature of the screen (radius equal to
projection throw) . A curve in the top and
bottom line of the aperture and masking
not only eliminates the straight line effect
but the curvature used creates an illusion
of a deep curve in the screen which further
adds in the stereoscopic effect.
EFFECTIVE IN ANY PART OF THEATRE
Tests indicate that the illusion of curvature
used in VistaVision is better than a
real curvature of a screen. The focus is
better, the image can be seen from a wider
angle of viewing, there is no distortion of
horizontal straight lines even when seen
from a high balcony and side seats and
further, the same depth effectiveness is
produced in any part of the theatre even
at great distances from the screen.
EASE OF VIEWING
Another advantage of the double-frame
life-like VistaVision projection method is
that this sharp pictm'e can be viewed with
ease and comfort from seats far closer to
the screen than by any other method.
Everybody agrees that size adds to the
picture impact on the audience. Some
people have gained size by increased picture
width even when it involves reducing
the picture height. Some people have even
sacrificed quality to gain size. With Vista-
Vision, there is no reason to sacrifice either
height or quahty. One look at a VistaVision
double-frame pictui-e and these advantages
will be immediately apparent.
Presentation Details:
SCREENS
In preparing for double-frame projection
the theatre must have, or install, a seamless
metalized screen with a light gain of
about 2 to 1. 3 to 1 is too high and 1 to 1
is too low. The size of a screen shall be
in keeping with the special recommendations
which are now being prepared by
Paramount for each installation. These
recommendations will in general follow the
previous recommendations for single-frame
VistaVision, but they may vary in some
cases because of the great size potential
of the double-frame system. The screen
shall have a curvature equal to the projection
throw or 1.2 times the projection
tiirow. In cases of theatres using a projection
angle of over 15 degrees, the screen
frame should be capable of tilting backward
at the top. The amount of tilt should
never exceed 5 or 6 degrees. In all cases,
the screen shall be as close to the stage
floor as possible.
PRINTS
For optimum effectiveness on large
screens of from 50 to 60 feet in width,
the large image of the double-frame print
with double-frame projection is recommended.
This large area of print is not
necessary for smaller screens. Thus, the
Paramount recommendation of standard
Continued on following page
BODFTICE ;; May 7, 1955 43

.
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PROJECTION
A complete, dependable line of lenset^
by the world's only manufactnrer of
optics solely for projection.
|gKm SUPER-HILUXf/1.G"
est possible resolution, for those who
want the very finest projection. In all
diameters. Write for new catalog.
*
HILUXVAL
The world famous
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anamorphic
lens which is rapidly
replacing earlier makes and models, and
the only anamorphic to fit all diameter
lenses,
interchangeably!
*
H!LUXf/1.8
The world's standard
for fine projection,
an anastigmat at a
reasonable price, designed especially for
wide screen projection.
k
SUPERLITE
An economical lens
of good quality, used
widely for CinemaScope projection.
*
Since 1919 the Projection Optics
Co. has pioneered in the development
of lenses almost exclusivehj
for projection— for opaque projectors,
professional 35 mm, 16 mm and
8 mm. Over thirty-five years of projection
experience are behind every
lens we make— assuring you that
you are getting the finest projection
humanly possible, when your lens is
made bj Projection Optics.
PROJECTION OPTICS CO.
Wherever fine Opiics ore Important
330 lyell Avenue Rochester 6, N. Y.
HORIZONTAL
VISTAVISION
Continued from preceding page
i
VistaVision prints .single-frame
i
images
for all medium to small theatres. Under
all conditions of projection, it has been
our experience that the standard singleframe
(standard projection! VistaVision
will give better quality than any other
single-frame system, irrespective of the
type of lens system used.
Double-frame prints can be projected in
any aspect ratio from 1.66 to 1 to 2 to 1.
Paramount recommends filling the proscenium
with picture on a largest possible
screen, as determined by the physical requirements
of the theatre. Most presentations
will be in an aspect ratio of about
1.85 to 1.
The double-frame picture film has a
standard optical track located in the standard
position. The recording and reproduction
is at 180 feet per minute in place
of the normal 90 feet per minute. The
sound synchronization is 18 double frames
behind the picture lin the same direction
as magnetic sound >
All VistaVision prints, including the
double-frame prints, are on regular 35mm
film, which can be spliced and handled on
any rewind and inspection equipment that
will accommodate up to 5,000-foot reels.
LENSES
standard type high quality lenses are
used. The lens size can be computed by the
sample formula: the lens focal length in
Durably tonstrutted,
inches will be equal to 1.418 times the pro'
jection throw in feet, divided by the desire q
picture width in feet as measured at th
screen. The standard lens size tables d
not apply to double-frame VistaVision.
PROJECTORS
The double-frame projectors take thl
same floor area and portholes as a stand.,?
ard projector. These projectors can rei''
place standard projectors or they can b
installed in any place where a standar
projector can be installed. They use stand
ard pedestals, standard lamp houses an
standard 5,000 foot magazines. The maga fhy
zines are mounted vertically in the usui
manner. THE FILM PASSES HORIZON
TAULY THROUGH THE PROJECTOR.
The projectors are furnished complet
tfl
with bases, movement, magazines, change,
over dousers and sound heads. Normall;.!
they will be supplied less lamp houses ans:
less lenses. Paramount recommends usini
hy-condescent condenser type lamp hous(ji Ch
capable of 180 amperes, although most in
stallations operate at 150 to 160 ampere ,
The projection booth shall be wired t >
accommodate two horizontal projector;
This shall include the capability of 180 an i
peres of power for the arc, motor wirin
changeover control, sound head power an
speech circuits, plus a 110- volt AC supp!
for threading and service lights. This wiis
ing shall tie in with the booth control wi]||
ing so that these machines will start at'
control on changeover in the same manni'l
and inter-changeably with the standai
machines.
WORLD FAMOUS
(NO WELDED SEAMS)
seamless
SCREENS
tontrolled brightness factors
for any type of theater,
•
2 Types of Metallic screens to choose from,
competitively priced, single weight or double
weight screens.
•
Extra bright' white matte screens available for
extra wide theaters.
•
Tops for Cinemascope and large screen picture
reproductions.
See your Local Supply Dealer {or contact us direct jor Jurther injormatinti)
BOODE SCREEN COMPANY • S829 VENICE BLVD. • LOS ANGELES 34, CAL.
I
ittr
ijiO»l|(i
:'llll. I)
'llrilllli
Iijnit III
liilgroind
50
The MODERN THEATRE SECTK '^'S. :: \

Why Do the Maiority
off
Theatre Owners
Choose Wagner
Attraction Panels?
. . a few of tfie many advantageslll
window type glass and frames . . . exclusive
with Wagner. Can be built without limitation
of size. Readily serviceable without removing
frames.
Wagner changeable letters . . . exclusive
tapered slot. The only changeable letter
that can be locked against wind or vibration
movement. Wide selection of sizes and
colors. Permits greater emphasis of your
attractions. Easier to change. Will not warp
in storage.
Wagner enduronamel panel . . . economical,
effective, durable . . . panel comprises both
background and letter mounting arrangement.
complete the attached coupon . . our
descriptive
and illustrative catalog will be sent promptly.
WAGNER

I he
OJECTION
AND SOUND
Sixth of a Series on Leading Sound Equipment
STEP-BY-STEP SERVICING OF SOUND SYSTEM!!
6. Maintenance of Magnasync Sound Head, Speakers, Pre-Amplifiers
By WESLEY TROUT
laET US TELL
you about the servicing
and installation
of the Magnasync
sound system. First,
equipment for
this system has been
carefully checked and
adjusted for peak
performance before it
leaves the factory at
No r t h Hollywood,
Wesley Trout
Calif., but some adjustments
are always
necessary after installation, in any theatre,
in order to secure good sound coverage
and perfect sound reproduction. This is
accomplished by using suitable test loops
and test film for checking over-all performance
of the system. Of course, good
test equipment is also necessary for checking
various components. Listening tests
should be made in the auditorium by an
observer with good hearing.
The Magnaphonic sound head is a film
driven reproducer which mounts between
the projector mechanism and upper magazine;
the film sprocket has 32 teeth controlling
the film on both sides of the
magnetic head. The "fat tooth" design has
been found very satisfactory for reproducers
and for recording equipment, because
it controls the movement of the film better.
This type of "tooth" is a better match
for the sprocket holes in the film, thereby
assuring steady movement of the film and
it tends to isolate disturbances arising in
the upper feed reel and shaft and in the
projector mechanism from the magnetic
head. This unit requires no special maintenance
except daily cleaning of the sprocket
and interior of the sound head. The pa|
rollers should always be checked to
that they turn freely and are kept fnl
of dirt accumulation. This company h|
given very particular attention to the fi]
path in order to minimize wearing of
pickup head. This reproducer can be
stalled on any make of projector, withoift i
replacing or making any modern project* v\
obsolete for use when using magnetic n
corded films. It is an exceptionally simp
mechanism to install and requires no sp
cial tools.
Adjustment of Pickup Head—In tl
mounting of the assembly, means are pr
vided for adjustment of the head (picki
head) as a unit for correct azimuth, gi
STUDY INSTRUCTIONS CAREFULLY
Before starting your installation, instructions
sent with the equipment should be
very carefully studied by the installer. The
equipment is very simple to operate and
install, but care should be exercised to be
sure to make all connections according to
diagrams, and all connections should be
made electrically firm. A poor connection
will cause noise, and in some cases, completely
cut off sound output.
NOTE—Some projectors with remote
dowsers cannot accommodate any penthouse
reproducer until the dowser has been
shifted back and remounted with a suitable
adapter bracket. This can be obtained
from your dealer for your particular type
of mechanism.
FILM MUST TRAVEL STRAIGHT
Installation of Penthouse Reproducers
—It is very important that this sound head
be installed correctly on mechanism so
film will travel in a straight line downward.
In some installations, it will be desirable to
shim up the sound head to effect total
clearance at all points. To make the neatest
possible job, use Vi-inch shim plates
(Part 61011), available from factory or
Magnasync distributor. I have always preferred
to employ such shims to develop the
28-frame Sync-lag rather than the loop
adjustment. However, one can use the loop
adjustment roller which can be secured
into any one of the eight positions to develop
the Cinemascope 28-frame sound
lag. In some projectors this adjustment is
bypassed, particularly Simplex XL.
RIGHT PROJECTOR REPRODUCER
(showing TVPlCALTHBEAOIMG DIAGRAM
TERMINAL
52

'
nost
tion and track alignment. This is acplished
by using test meter and test
mentioned in previous issue. The as-
Dlcd heads are shielded against stray
netic fields by a mu-metal case and
ild. It has three 50-mil heads and one
jiil head, the latter head is for the
is a c/oseup of the Magnaphonic reproducer,
eproducer is carefully adjusted before it leaves
actory but may rteed some adjustment after
lotion. (Filter system)— the flywheels are
liged separately for cross-country shipments,
installing these, the reproducer should be
Oted on the mechanism and the dashpot filled
\fiilicone oil (this oil is furnished along with an
Kopper to facilitate filling). The pad rollers
lc^ be adjusted so that they will be exactly the
i?ss of two films from the sprocket; rollers
ic i turn freely and be kept perfectly clean. Once
i )!c,i,up head is adjusted as per instructions
i here in this article, it does not require further
iitment until a new head is installed. The life
all pickup heads is around six months or
Keep all the components chan with a lint-
's 'loth. When pad rollers, sprocket or pickup
E( become badly worn they should be immediately
'.p -.ed to avoid damaging film.
si:ial effects" speakers in the auditorall
mounted in one unit, of course,
r three, four or single-track operafor
single-track operation, a small
ification is necessary, and the wiring
le other pickups. Each sound head is
ully adjusted before it leaves the facand
no adjustment should be made
5S you are sure it is needed.
;chanically the Magnasync reproducer
tremely easy to service. Three screws
tve the rear cover exposing all the
ing parts for inspection and servicing.
I few occasions we have been called
to furnish a replacement bearing
but this has only happened a few
This quill is secured to the panel
;.
a hex nut making the replacement a
simple procedure, either by a serviceor
projectionist. There is practically
fiction in the filter and dashpot asly,
therefore, as far as we know, no
cement of these parts has ever been
issary. However, under certain rare
itlons it would be possible for the dash-
~l to lose oil. If this should occur, the
ctionist should immediately replace
.(required amount, using only Dowing
Type 200, furnished either by the
ry or your local supply dealer, and it
erted into the dashpot by the use of a
saon eyedropper. This oil should be
kept on hand in case of emergency. This
dash pot should be inspected at least every
three months.
According to D. J. White, president of
Magnasync Co., nearly 1,500 of these reproducers
are in daily operation and about
the only components they are called on to
replace, by an engineer or projectionist,
are the scanning heads. This was anticipated
as a liability in any make of magnetic
reproducer. The price of replacement,
after many long hours of operation, is very
reasonable. They manufacture a scanning
head which is available with adapter bases
for all popular penthouse reproducers. We
might state that all makes of scanning
heads will run many million feet of film
before it is necessary to replace them, but
they should be carefully checked every two
or three months and replaced when they
show considerable wear, if you want to
avoid poor sound reproduction, film damage,
etc. Generally, the average life of a
good scanning head is around six months,
with proper care.
We are passing along the information
about the Magnasync scanning head which
can be used, with suitable adapter, for other
types of penthouse reproducers at an exceptionally
reasonable price, but the writer
does recommend the replacement of any
component with an exact duplication, because
it makes replacement simpler and
easier for the engineer and projectionist.
It might be well to mention here the
intermittent pops which occur in all sound
systems. These have been traced to a static
buildup which can develop when leader
stock is passed across the pole pieces when
This is Model WC-1435 Magnaphonic preamplifier
with front cover removed to show the components.
These preamplifiers are very easy to service and
very sturdy in construction. No special equipment is
necessary, except the db meter, multimeter and test
films listed in this department, to properly service
the preamplifiers listed in this article. Of course,
good vacuum tubes are necessary in order to secure
peak performance, fiegardless of how well ventilated
the projection room may be, some carbon
dust will be in the air and it should be cleaned off
of all components in the preamplifier, power amplifier
and power supply unit. Carbon particles con
cause plenty of trouble if let accumulate over a
long time. This equipment is very neat in appearance,
when properly mounted on the projection room
wall. All leads should be carefully run, and they
should be the size wire recommended by the manufacturer.
Always be sure your wire connections are
electrically firm; poor electrical connections will
cause noise and sometimes completely cut off
sound output.
Time Proves the Accuracy
Of New Sound Engineering
It )ias been over a year since Cinemascope
and stereoplionic sound were first introduced.
It is good to note that the basic
engineering decisions Irom this past experience
have been supported— the optical concepts,
stereophonic sound engineering specifications
have not been changed from the
standards chosen by expert engineering
staffs. There is no question now about the
fine quality of magnetic sound reproduction,
if the installation has been carefully
adjusted, according to the recommendations
of manufacturers of magnetic sou7id
systems. Too. there is no question about
the reliability, if properly handled, of magnetic
sound tracks, and the better coverage
of all frequencies with this recording.
The only changes made in Cinemascope
are prints for either single-track magnetic
sound or optical i photographic) recording.
Very satisfactory sound can be secured, if
equipment is in good condition and correctly
adjusted, with optical recording.
With eitfier recording. sou7id equiprtient
must be kept very clean and
carefully maintained by the projection
staff; every two to three months the entire
system should be checked with test loops
and films, with suitable test equipment, for
peak performance, by the projection staff
or engineer. Theatres not having regular
sound service can do considerable servicing
by following the sound servicing data presented
in this department.
In this series of articles, we have covered
most of the important points about
maintenance of sound systems, any further
data on any special problem will receive
careful attention aiid answer via mail, provided
a self -addressed envelope is enclosed.
—W. T.
such pole pieces are not properly grounded.
The pole pieces of Magnasync heads are
internally grounded but as a safeguard,
they are grounded externally to the shield
with silver paint.
On new installations, check rollers, filter
component and sprocket to make sure they
revolve freely. Check filter arms for freedom
of action within their range. These
parts should be checked and cleaned daily.
A very careful daily check should be
made of the upper magazine to see the
film comes off the reel smoothly, tracks
straight down to the sound head. The film
firetrap rollers should be checked for
alignment and turn freely. Improper adjustment
of the filter components, bent
upper reel, dirty sprocket or guide rollers
will cause flutter and unnecessary distortion
in sound reproduction in any make of
penthouse reproducer. It is important that
the tension on the upper reel be steady at
all times; tension on takeup reel should be
just enough to turn the reel when it is full.
Continued on following page
IJFFICE Muv 7. 1955
53

will
SERVICING SOUND SYSTEMS
Continued from preceding page
Keep takeup clean and lubricated.
These are some of the most important
points to know about the operation and
maintenance of this sound head and other
makes of penthouse reproducers. If you
will carefully follow them, you should secure
good service, fine sound reproduction
and practically trouble-free operation.
HOW TO ADJUST HEAD
Adjustment of Magnetic Head—The adjustment
of the pickup head is very simple
and can be accomplished with an 8,000-
cycle film and a high quality db output
meter. It is suggested you make the adjustment
in the following sequences for best
results: Thread in a loop of 8,000 c.p.s. frequency
film: adjust head in and out for
peak output, with db meter attached to
output. You may find more than one peak:
if this condition is found in either sound
head, simply set at maximum peak and securely
lock head. The next step is to
thread in a 1,000 c.p.s. loop and balance
each speaker output to the same level, by
controls on amplifiers for this adjustment.
Normal setting is around one-half of volume.
Once this adjustment is made correctly,
do not disturb again until you are
sure the pickup head requires readjustment.
We have covered this adjustment
briefly as it has been explained how to accomplish
it on other makes of reproducers.
Only these tioo loops are needed, and the
udjustment should be checked about every
tivo or three months. These instructions
are for either single or four-track magnetic
reproduction.
h\agna%ync preamplifier control section, model 435,
showing the changeover switch and ganged fader.
At the light of the changeover is a linkage assembly
for remote control. The components are housed in
a steel cabinet 15 inches wide, 16 inches high and
6 inches deep. This should be mounted on the wall.
electro-acoustical chain that can render
a theatre system completely inoperative.
This is the "heart" of your sound system
and should receive proper maintenance.
P-1435 INSTALLATION DETAIL
Also, we think every theatre should ha\i
a dual amplifier system for emergency u&
This will avoid in many cases a complet:
shutdown.
Pre-Amplifiers—Each PR-435 (regular'
or PC-435 < control track suppressor) pre
amplifier is furnished with factory adjuste
post equalization to match the associate
reproducer scanning head. This adjust
ment is a trimmer capacitor accessib
from the top of the chassis. The PR-4;
pre-amplifiers (channels No. 1, No. 2 ar
No. 3
1 deliver approximately .6 vol
Into any load with an impedance great^
than 500 ohms. PC-435 (channel No. <
will deliver approximately .25 volts.
Special Notes—
( 1 ) Above voltages are di'
veloped from standard multi-frequency tej
films recorded at lOdb below 100 p'
cent modulation. (2) It is not necessary
furnish dummy terminations for pr
amplifiers even though the load impedan
may be relatively high.
The PC-435 control track suppressor pr
amplifier is designed and factory adjust
to give minimum of 40db suppression
the film and system noise developed in
auditorium speakers in the absence of "e
fects." A 12KC signal is recorded by t!
releasing studio on channel No. 4 a fracti(
WALL CABINET PREAMPLIFIER POPULAR
The Audio System—The Magnasync Co.
manufactures two different pre-amplifier
packages. The one, according to the company,
which has proved most popular and
is in more general use is that identified as
the WC-435 wall cabinet. The most important
thing to watch in this circuit is
the DC heater supply. If the Federal 1017
selenium rectifier gets out of kilter the
23-volt heater supply can drop and there
is a noticeable loss of gain in the preamplifiers.
If you notice this, use a high
quality voltmeter and check the voltage
and replace component that has become
defective (this would be the selenium rectifier
Replace with an
unit, of course ) . exact duplicate immediately (supplied by
your local Magnasync dealer) . It is very
desirable a checkup be made regularly on
this voltage. If the control circuit of the
PC-435 four-channel pre-amplifier fails to
function properly the cause is generally
found to be a failure of the CR-701 selenium
diode. While this component is well
constructed and heavy duty, like any other
electronic device or component, it can fail.
May I suggest you keep a spare on hand.
The writer cannot too strongly recommend
the installation, in any make of
sound system, of an emergency power supply
since this is the one element in the
PRE-AMPLIFIER CONTROL SECT/OM
MODEL WC-435
Wall box cradle (7) folds down, making plug-in of preamplifiers accessible; (8) suppressor network"
optional pre-amplifier channel 4 can be thrown "On" or "Off" as desired; (9) two separate volume conlls
for each preamplifier are used to balance output from the two reproducers, producing a uniform I''
during changeover (except channel 4); (10) remote linkage assembly; at left of diagram, near g'9
fader, is the outlet for wires coming from pre-amplifier power supply model PS-435. You will note all I'
wires are colored, to the power supply and reproducer hookup. By following the diagrams you will not /''
any trouble wiring the equipment, nor should any trouble be encountered when tracing down i>
circuits to the power supply and reproducers in case of trouble in circuit. Use an ohmmeter and a if
multimeter for checking voltages, circuits, etc.
"!e
54 The MODERN THEATRE SECTlN

. .
but
tough
!
!
r
. . lite Uo4teif^iiXi^O'*t
that neae^ endi!
"Something old' is fine for the the
bride .
not when it comes to
theatre seots! If you want to "live
happily ever after" with your
patrons, let us rehabilitate your seating!
Let us quote on repairing or
replacing
worn parts, seats or arms.
We do it without interrupting
your show . . . and our low, low
prices ore easy to take!
YOUR
)XOFFICE
iMOLITE
LUMINATED PRICE ADMISSION SIGNS
'ur enlarged plant facilities assure
)VERNIGHT service from coast to coost.
Plastic Signs Engroved for the Entire Theatre
Id for Folde
Edgar S.
I Sixth Avenue
'Pat pend
Bowman
New York 10, N. Y.
in advance of the "effects" signal. This
control signal "triggers" the suppressor
pre-amplifier to maintain full output level
durin;? its presence. The "effects" and
control signal are concluded simultaneously
and the suppressor goes into play,
dropping channel No. 4 approximately
40db until control signal is again used.
The installation testing of the PC-435
pre-amplifiers may be accomplished as follows:
(1) "On-Off" switch on top of preamplifier
chassis serves to disable the suppression
characteristics in the "Off" position.
(With suppression eliminated, the
PC-435 pre-amplifier becomes, operation-
a regular PR-435 and may be used as
iilly,
an emergency pre-amplifier for channels
No. 1, No. 2, or No. 3.) '21 With the cradle
down and "On-Off" switch accessible, connect
indicating device lie, VTVmeter,
output meter, earphones, speaker, eto to
the output of channel No. 4 pre-amplifier
or associated power amplifier.
GAIN SHOULD BE NORMAL
iZi Thread test film through somid head
for a test. (4) In overation with switch in
the "Off" position, the gain of the PC-435
vre- amplifier should be normal at all frequencies.
i5) Now, with switch in "On"
position, extreme attenuation in 40 c.p.s.
to 5,000 c.p.s. range will be noted. As the
film reaches the higher frequencies, the
output in either "On" or "Off" positions
will be substantially the same.
(6) In listening tests (with switch in
"On" position! the absence of noise from
channel No. 4 between "effects" signals will
demonstrate the proper operation of the
suppressor circuit. (7) The PC-435 suppressor
pre-amplifier may be tested with
the recommended "control track test film"
if such is available, thus test film is recorded
with a mixed 12KC and IKC signal
on channel No. 4. The 12KC signal actuates
the control section and maintains the preamplifier
at normal gain. No difference in
level of the IKC signal will occur in either
the "On" or "Off" position of the "suppressor"
switch while the test film is passing
over the scanning head. To test the
action of the suppressor, place the switch
in the suppressor "On" position and stop
the projector. ALL system noise should
drop to an inaudible level. Test films recommended
by the conductor of this department
should be used.
GANGED FADER FOR THREE CHANNELS
Distribution Chassis— lai A ganged
fader for channels No. 1, No. 2 and No. 3
is integrated with this section with the
potentiometer control protruding through
a clearance opening in the face of the
cradle.
(b> Channel No. 4 (auditorium speakers)
is controlled by a separate potentiometer
located on the distribution chassis adjacent
to the channel No. 4 pre-amplifier connector.
The ganged fader does not attenuate
this channel.
(c > The changeover switch is a part of
the distribution chassis w-ith clearance for
Continued on following page
CHECK-LIST for
the BEST' SCREEN
'RAYTONEHILUX, of course!
,/
NEW FORMULA. Now a newly
developed surface with greatly improved
side lighting. Raytone
Hilux, means rw« light distribution.
SEAMLESS CONSTRUCTION, is guaranteed
by The Raytone Hilux.
BRIGHTNESS 'S a must and the
Raytone Hilux guarantees enough
reflection for CinemaScope and
wide angle projection.
/complete uniformity, never a
/streak or blemish. Guaranteed to be
I perfect when it reaches you. Easy
I
to install.
\ MAXIMUM RECOMMENDED LIGHT
\ RETURN
is another absolute require-
"\ ,'nient which is guaranteed in the
f
\ Raytone Hilux.
\ I
DURABILITY, the Raytone Hilux is
\
and tear proof . . . will last
years
TRUE COLOR RENDITION, richer,
more natural pictures on the
Raytone Hilux.
REASONABLE PRICE. See your regular
dealer . . . learn how reasonably
you can buy the Raytone Hilux.
ABSOLUTE GUARANTEE! Yes. the
Raytone Hilux is guaranteed to
meet all claims and satisfy you completely—or
you pay nothing for the
screen
These are the "musts" for efiBcient
screen performance . . . the kind
of performance that keeps your
patrons happy . . . and buying
tickets. For your Raytone Hilux
Screen, see your regular theatre
dealer today.
RAYTONE
SCREEN CORP.
165 Clermont Ave., Brooklyn 5, N. Y.
MIDWEST; Raytone Screen Corp.
401 West St. Charles Rd., Lombard, III.
M;OFFICE :: May 7, 1955 55

;,;jlties
,
SERVICING SOUND SYSTEMS
Continued from preceding page
the switching bar through the cradle. Scanning
head balancing controls are located in
pairs (marked "L" and "R") across the
front edge of the distribution chassis adjacent
to the connectors for channels No. 1,
No. 2 and No. 3. These trimmer controls
serve to balance the output of the preamplifiers
in the event that the output
levels of the scanning heads may be
slightly different. It is necessary to adjust
these controls, on any make of sound system,
when installed and they should be
checked again about every three montj{
Each control has a minimum of
attenuation.
(d) A 12KC filter network is incorpora|
into the distribution chassis as a part|
the channel No. 4 output circuit. The filji
prevents the objectionable 12KC frequeiij
tone (control track signal) from reachj§
the auditorium speakers.
;;3Blil)!
T'*'^0^xs?
NOTE ACTION OF FILTER
The installer should note the actionl
this filter before running any freque^j
response tests. Check your circuits in
schematic, etc. Peaking at 12KC, this :
work causes a roll-off starting at
c.p.s. By carefully following our tui

; May
—
lecking audio circuits. It should be kept
mind, all equipment is given operational
sts before shipping, it is, of course, not
ipossible for them to get out of order dur-
^ transit or handling or installation. I
ive found by far the most common source
difficulties by some installers, at installaon
time, are misconnections or omission
some connection, due to rushing the inallation.
Always check and recheck your
)nnections and see they are according
your wiring diagram. Poor ground
innection and setting of changeover
ritches, etc., are another source of trouble.
Good sound reproduction depends on
ireful adjustment of the entire system
Ith high quality test equipment and test
ops and test film. Very important in the
idlo amplifier is the checking of the vacun
tubes at least every three months—on
.Tlnd" operation, they should be checked
ery 60 days. Good vacuum tubes, manu-
.ctured by known reliable companies, will
sure high quality sound with any make of
lund system. It does not pay to use
veak" vacuum tubes and "off brand"
pes. A complete new set should be kept
1 hand at all times. They should fit
lugly in the socket, prongs should be kept
lean and sockets and prongs free of dust
lid carbon particles.
'
COMMETNTS—I made a trip of several
jndred miles, just before compiling this
tide, and carefully inspected an installa-
)n of this equipment and found the sound
production exceptionally good. An inection
of the sound heads, amplifiers and
,
;imponents convinced me that the equiplent
is rugged in construction and all the
imponents very high quality in every reiect.
Any of the speakers we have told you
tout in this series, used with other leading
akes of sound systems, can be used with
DLER
Continued on following page
ANNOUNCES
In e w
sizes
I" - 6" - 8" - 24"
"THIRD DIMENSION"
PLASTIC LETTERS
Afllpr Changeable Letter Display
Er|uipnipnt the proven favorite
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range of 5i7es. from 4" to
24", in Plastic or Cast Aluminum
Letters.
Fnr Cnmplete Informatinn .About .Adlcr
Lrticis ^ind Fr.iraes. Contact Your Disiiiljiitor
or Write (or Free Catalog to:
ADLER SILHOUETTE LETTER CO.
11843.A W. Olympic Blvd.. Los Angeles 6')
Brightest'Clearest
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SCREEN
IMAGE
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Projection Lenses
GET IMPORTANT LENS DATA
For your free copy of catalog
E-123, write Bausch & Lomb
Optical Co., 72041 St. Paul
St., Rochester 2, N. Y.
^— ,
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V'^^.
• Indoors or Outdoors
• Wide-Screen^ Vista-
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• Only B&L advanced lens design
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color or black-and-white . . . for
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• Anti-reflection Balcote cuts down
normal light loss; crisper, brighter
pictures for your patrons to
enjoy.
• Complete line for all projectors
. . . for all aspect ratios.
America's only complete optical source . . . from glass to finished product
I XOFFICE :
7, 1955 57

;
;
SERVICING SOUND SYSTEMS
Continued from preceding page
this type of theatre sound system.
The filtering mechanism is very good on
the reproducer and will deliver practically
flutter-free reproduction, provided good
house reels are used and filter mechanism
is carefully adjusted as per instructions in
this department. For checking this magnetic
reproducer, and all others we have
written about, the following test loops and
films are available for an over-all test:
Sound level balance film (1,000 c.p.s.)
multi-frequency test film; loudspeaker balance
test (speech and music) ; sound-picture
test film; flutter test film (3,000 c.p.s.)
loudspeaker phasing test film (500 c.p.s.
warbled), and azimuth test film (8,000
c.p.s.) . You should have the 1,000 c.p.s. balance
loop, and the 8,000 c.p.s. test loop;
likewise you should have the multi-frequency
test film for an over-all check of
your sound system. A good db output meter
and a high quality multimeter is necessary
for general tnaintenance of any make of
sound system.
If you have any problems pertaining to
any of the sound systems we have discussed
in this series, write us and we will be happy
to help you, but be sure to send compl
details and model of sound system
fl
Systematic maintenance, with emphslig
on cleanliness, is necessary if you wantio
keep your equipment in tip-top operattg
condition, and avoid a sudden breakdoSi
due, in many cases, to neglect. Keep te
sprockets clean; lubricate according to le
manufacturer's lubrication chart; keep
pad rollers adjusted according to
thickness of two films, and keep all co:
tions tight.
Each month in the MODERN THEATRE Se
Hon, Wesley Trout will present practical que|_
tions and answers pertaining to sound and pr
jection. If you have a technical problem send
in and it will be answered here. Enclose
stamped, self-addressed envelope for a quic
personal
reply.
An answer to problem sent in by
Joseph Rattee, New England Theatre
ply, Exeter, N. H.
it
I have received many letters from exh
tors wanting to connect two rectifier:
multiple for high intensity lamps. My
It's no mystery that adequate screen lighting demands an adequate
power supply. This is especially necessary with today's wide screens,
requiring more light over a large area.
The Hertner HT 135/270 Transverter meets these needs and gives
users an ample source of constant D.C. power. The generator has a
capacity of 90 volts and is designed for continuous operation at 135
amperes with a capacity for 270 amperes during changeover period.
Complete installation includes Control Panel Type G and the Dualtype
HD 100/140 Rheostat.
For all
write for Bulletin No. 30 IB.
the details of the many fine features of the HT 135 Transverter
Dislribuled by National Theatre Supply.
In Canada : General Theatre Supply Company
THE HERTNER ELECTRIC COMPANY
12690 ELMWOOD AVE. • CLEVELAND 11, OHIO
MOTORS • MOTOR GENERATORS • GENERATOR SETS
A SUBSIDIARY OF GENERAL PRECISION EQUIPMENT CORPORATION
58
vice is to purchase one large enough ft ^j,
>;
such lamp, because it is not practical to r ^t, Jk
to connect any make of rectifiers in
manner successfully.
The low intensity rectifier, which l!'«'"P
deliver from 15-30 amperes at 55 volts c(
not possibly be paralleled to deliver t
to a Suprex type arc, which might tfb
at 60-65 amperes, 35 volts. While the
pere output might be somewhat near
rect, the voltage supplied by the rect:
would be much too high for a Suprex (
intensity arc.
I
Furthermore, one would experience i
difficulty in paralleling the output
these rectifiers because there is no pract
way of balancing the load division bet'w
the rectifiers other than inserting
ammeter into the output circuit of
rectifier, and then adjusting the rectii
so that the ammeters read identical figi
I have heard of a few instances w:
two rectifiers were connected in par
and fair results obtained, but I am
a steady arc could not be obtained,
would such a setup be practical. It is
ter to trade in your small rectifiers for (
built to handle the correct voltage and
perage for high intensity arcs.
Gaiennie Moves Up at Fairbanks
L. R. Gaiennie. director of personne
F'airbanks, Morse & Co., has been prom)
to vice-president in charge of perso!
according to Pi-esident R. H. Morse j:
lieutenant commander in the Navy di
World War II and the recipient of a
from the University of Iowa, Gaiej
joined Fairbanks in 1948 after ser
assistant vice-president of the Richari
Co. Gaiennie also holds degrees fl
Washington University, University of ''j
consin and Chicago University.
The MODERN THEATRE SECll
!

'
'
er
;
ers
: May
low to Use the New Demagnetization Tools
Film with magnetically recorded sound tracks cannot be run in the
projection equipment until all iron or steel parts in or near the film
path hove been thoroughly demagnetized or extraneous sounds may
be recorded on the film. On this page Wesley Trout describes demagnetizing
processes.
e demagnetization tool with the large coil we will
.iignate as "A" and the other one as "B." They
!(i, 0^ course, are used in the soldering gun, such
Weller, model D550. Each serves a different
/pose in demagnetization work on projectors and
ind heads. "A" is effective on sprockets, shafts,
i rollers, keepers, fire-trap rollers, intermittent
oclket shoes, parts of the picture gate assembly,
i many hand tools. "B" is most effective on
\gnetic pickup heads and scanning drums, such
• in the penthouse and photographic reproducers,
.her one of these tools can be made by the pro-
.iionist or serviceman.
s illustrates method of demagnetizing upper and
feed sprockets, with stripper plates and pad
removed in order to do a good job. The coil
uld be moved axially slowly back and forth over
part a few times and then very slowly removed
,1 de-energized, or cut off, when at least two feet
"n the projector mechanism. Be sure the demagizing
equipment is energized before approaching
parts to be treated and removed before it is
led off. If it is accidently turned off while
iting ports, the correct process, as per above,
uld be done all over again. Don't take chances
'ny part not being fully demagnetized.
The parts in the gate assembly, any make of projector,
are the most critical in the machine because
J/i?y are usually hardened steel and are in intimate
contact with the magnetic tracks. They should be
demagnetized very thoroughly, and it is necessary
these parts be removed from the mechanism. Guide
rollers, shoes and back plate must be treated very
thoroughly, using the tool above and giving the same
kind of treatment as the sprockets, etc. It has been
found this does not have to be done so often,
unless worked on with un-demagnetized tools. But
it should be checked with a good compass occasionally.
Procedure for demagnetizing an intermittent
sprocket of projector mechanism using a 250-wait
soldering gun, such as a Weller, model D550,
equipped with a coil is shown. The illustrations
used on this page are procedures for demagnetizing
parts of Simplex, model XL projector. All methods
and techniques described on demagnetizing equipment
apply in principle to all other makes of projectors.
How to moke this coil and another demagnetizing
tool will be sent on request, provided a
stamped, self-addressed envelope is sent to the
writer. Also, more details on demagnetization will
be included.
^^^mSS
Protect the drawing power of
every attraction on your
marquee with RCA Theatre
Service . . . "first-run," topquality
service that assures
continuous performance in the
vital operating heart of your
theatre. Backed by RCA's
comprehensive technical
resources, your RCA Theatre
Service engineer expertly
handles problems in optical
or magnetic sound, single or
multiple track, standard or
wide screen. You'll find the
quality of his help an invaluable
asset to any size house
. . . and especially to your
size house.
RCA SERVICE COMPANY, Inc.
XOFTICE :
7, 1955

;'
A New Concept in Projection Lenses
Developed to Solve Light Problems
New lenses to compensate for the spreading
of light on the tubes of projectors
which helps to solve the problem of more
illumination on the screen, and particularly
on the edge of the screen, have been
developed by Projection Optics Co., Inc.
The new lens, named the Super Hilux
f/1.0 light collecting speed anastigmat projection
lens, is in actual production and
follows a careful review and study of all
lens types by company engineers and designers
and many hours of computation.
"Two years ago when 3-D first came out
and widescreen projection was at the
threshold, we decided that a whole new
concept of projection lenses was required,"
Projection Optics said in making announcement
of the new lens. "Lenses then on
the market were designed for the small
screen era. We realized that the next
requirements of projection lenses were to
project and transmit light evenly over a
screen size many times the old size and
that color correction over such a size would
become an important issue."
The Super Hilux anastigmatic lens.
Oversize Seats
With Theatre
Popular
Patrons
So-called "love seats" are proving a
weapon for some local neighborhood theatres
in the competitive fight against TV,
the owners of such showcases in Minneapolis,
Minn., believe. Several neighborhood
theatres, including the St. Louis Park,
boast some of the seats which permit
couples to sit in closest proximity to each
other . . . and they're the seats which are
in greatest demand, with patrons invariably
making a beeline for them.
Harold Kaplan, St. Louis Park co-owner,
believes the seats are one of the magnets
attracting patronage to his attractive and
successful suburban theatre.
In announcing the new lens the company
stated: "We feel that we have
achieved the optimum in color correction,
flat field, definition, contrast, and most
important of all, we have succeeded in getting
considerably better light distribution
across the screen, yet have managed to get
noticeably more light transmission than
any other presently made projection lens."
Believing that the f number used by
optical manufacturers throughout the
world to identify the free aperture opening
of a given focal length has been misinterpreted
by many as meaning "a certain
amount of light transmission," Projection
Optics selected a definition which actually
can be used to measure a certain performance.
For this reason they selected the
phrase "f/1.0 light collecting speed."
"Actually, there is no accepted standard
for measuring light transmission which is
so vital to this theatre business. By measuring
the actual amount of light the lens
can collect, the trade now has a definite
guide," the company said. "We here at
Projection well realize that this will create
quite a bit of talk. Nevertheless, we feel
that this new definition will be of great
value and will have a meaning which other
definitions in the past have not had."
A paper covering the technical aspects
of the Super Hilux was presented at the
recent SMPTE convention in Chicago by
John R. Miles, head of the John R. Miles
Co., optics designer, which has handled all
research and design progress for the manufacturing
company for years. Reprints of
this paper are available on request.
The new series will be available in effective
focal lengths from 1.5 to 7 inches in
the 2 25/32-inch small diameter and in
effective focal lengths from 4,75 to 14
inches in the high speed 4-inch diameter
mount. The focal lengths from 1.5 to 3
inches and from 7 to 14 inches will be
available only on custom orders.
In addition to being a lure for sweethearts
and married people, these seats get
a big play from stoutish folk who occupy
them singly. The seats are the equivalent
of one and one-half regular seats, and the
corpulent individual, of course, finds them
more comfortable. A number of his patrons
having excess poundage wouldn't attend
the theatre at all except for the comfort
provided by the "love seats," Kaplan thinks.
Kaplan and some of the other exhibitors
have been considering installing more of
the seats as boxoffice stimulants.
Poor ground connection, defective filter
condenser, shorted or grounded choke coil
and defective insulation of amplifier wires
are a few of the most important causes of
hum in an amplifier.
"
Selenium Plate Rectifier
Developed For Drive-Ins
Is Single-Phase Type
A new, single-phase selenium plate i^l
tifier which fulfills all the requirements ii
efficiently operating projection arc larlj
burning 10mm and 11mm regular carbbi
and 10mm Hitex carbons has just bfi
announced by Strong Electric Corp. It
developed especially to fill the needji
drive-in theatres which require the ns
powerful projection arc lamps but to wUh
three-phase current is not economic:!
available.
This new rectifier incorporates all
proven features of other Strong selenid
Strong's new rectifier for drive-ins.
plate rectifiers, such as moisture-pi
selenium units, remote control relay,
ifnllt
flow protective device, large fan vent
tor, and taps to provide adjustmentP
compensate for supply voltage variati'iBi -'"
through a range of 10 per cent aboveOri '*"'
^
10 per cent below the rated AC input vfei
age throughout the output rating raiM
The selenium rectifier stacks carry a thij
year guarantee.
A new brochure on Strong's compjl
line of selenium plate and tube type rei:
tiers for use with all carbon trims is av|
able and will be sent free.
RCA Assists Salk Telecast
To assure uninterrupted transmissioi
the closed-circuit telecast report on M
Salk polio vaccine, the RCA Service '«
assigned electronic specialists to pro'ffl
maintenance at 59 cities throughout M
United States. W. L. Jones, vice-presichi
of the company's technical products e-j
partment, supervised the arrangements brt
the program which originated at the tHB
vision studios at the University of Mii|i'l|
gan.
Sutte
60 The MODERN THEATRE SECDM

I
hted.
iN ICE SKATING RINK FOR WINTER BOXOFFICE
Drive-ln Theatre Now Under Construction Will Turn on the Ice
For Skating Fans When Theatre is
Wrapped Up for the Winter
An ice skating rink, shown in the lower right of this sketch, will be a feature of the operation of the 63rd Street Drive-ln Theatre
now under construction in Kansas City, Mo. The rink and the theatre will not be operated simultaneously, but when the
theatre is closed for the season the rink will take over as the boxoffice attraction providing a year-oround operation. The
1,000-car drive-in is scheduled to open late in May and the skating rink will be opened November 1.
AGILITIES FOR an all-season driveoperation
featuring an ice skating rink
e now under construction by the E&S
,"ieatre Enterprises. Inc., in Kansas City,
0. The 63rd Street Drive-In will operate
om April 1 until November 1 as a drive-in
eat re: from November 1 until April the
mpanion ice skating rink will be the
ixoffice attraction.
E. S. Sutter and Alex Shniderman are
e officers of the S&S Operating Co. which
11 act as managing agents for the 63rd
reet Drive-ln Theatre and the 63rd
reel Ice Skating Rink. The E&S Theatre
iterprises, Inc., is the owner of the drivetheatre
and the ice skating rink.
RINK TO BE 100x200 FEET
The skating rink is being constructed
ei'-;ht acres of ground fronting on 63rd
eet and James A. Reed road. Its size is
0x200 feet. Adjoining the rink is a rink
'usp which will house the refrigeration
stem, the restrooms, sport shop and rink
iicessions. There will also be an indoor
I'eplace adjoining the skating area. Spec-
|tor seats for 300 will be available in the
tik vicinity and the parking lot will be
With the drive-in accommoda-
,ins, 1,000 cars can be handled and 1,200
trons will be the rink's capacity, figuring
800 on the ice and 400 as spectators or in
the rink house.
The rink is being designed so that a
unique type of roof structure can be added
to permit its use in both good and bad
weather. The roof will have skylights
which can be opened and closed, and sides
that slide up similar to aircraft hangar
doors. Thus skating will be either indoor or
outdoor. Approximately 300 tons of electrical
refrigeration will be required. It will be
both a daytime and nighttime operation,
with the night skating lighted.
WILL NOT HAVE ROLLER SKATING
While there might be a slight overlapping
of the drive-in and skating rink operations,
there is no intention now to operate
them simultaneously. Shniderman emphasized
that there will be no roller skating
as this not only appeals to a different
patronage but is also more of a summer
sport and would compete with the theatre.
The rink alone has meant an investment
of around $200,000 and the cost of the
drive-in is approximately the same.
Morris Hoffman Co. is the contractor, with
Manuel Morris the architect.
There will be two entrances, two exits
and two boxoffices for the drive-in, one
of each on Highway 50 and the same on
63rd street. Pour lanes will be going into
each boxoffice, making a total of eight. The
reason for the two of each, Shniderman explained,
is that 50 Highway is now being
widened to an eight-lane road and 63rd
will eventually be a four-lane street. The
dual arrangement will facilitate handling
the crowds. The drive-in opening is scheduled
for late May.
AN OPEN PATIO TO SEAT 400
The concessions building for the drive-in
is 40x82 feet and is to be equipped with
drive-in restaurant equipment. Hamburger
sandwiches, hot dogs, barbecue beef sandwiches,
French fries, milkshakes, coffee,
cola, orange and other soft drinks will be
served. An open patio seating 400 faces
the screen which is 120 feet wide and 50
feet high. It has an all-steel frame and the
screen itself has an all-metal facing. RCA
sound equipment is being used with RCA
in-car speakers. Simplex projectors and
Strong super-135 lamps.
There will be a 410-foot projection throw
at the 63rd Street Drive-ln which will be
handled by a Hilux anamorphic lens by
Projection Optics and a 4-inch diameter
f/1.8 Bausch & Lomb companion lens. The
widescreen lens will be a Kollmorgen f/1.7.
'XOFFICE :: May 7, 1955 61

1
1
1
2 1 Send
1 3 1 Carry
I
Modified Anamorphic Lens Solves
Problem of Long Drive-In Throw
Recent Development Adds Only $150 to Regular Price
In both new and remodeled drivem
theatres within the past year there has
developed a trend to longer projection
throws, more than doubling former distance
of approximately 250 feet from booth
to screen. Obviously, this has led to many
problems, for if longer and longer throws
are to be achieved by standard techniques.
it leads to larger and larger prime and
Cinemascope lenses.
This can reach fantastic proportions with
a theoretical throw of 1.000 feet requiring
a 14-inch f 1.9 prime lens and a king-sized
Cinemascope lens almost 20 inches long!
The two lenses together would be almost
a yard in length and the estimated cost
would reach $4,000!
BUILT A GIANT LENS
When Bausch & Lomb Optical
Co. first
tackled this problem the company did develop
a giant anamorphic lens for Cinema-
Scope which was 114 inches long and
foiu- inches in diameter, backed up with a
standard Bausch & Lomb lens four inches
in diameter. 6.50 E-F. with an f 1.8 lens.
The total assembly, which was custommade
for the Corpus Drive-In Theatre.
Corpus Christi, Tex., totaled 18 inches in
length. It produces a widescreen picture
41x82 feet, with a projection throw of
646 '2 feet. iSee complete story in April 2
issue of Modern Theatre.*
However, Bausch & Lomb lens designers
were not satisfied with this bulky, expensive
solution to the problem of the long
throw. They continued to experiment and
came up with a system whereby they can
double the effective focal length of a lens
system. In other words, they can take the
now largest commercially available lens,
which has a seven-inch focal length with
a four-inch barrel, and achieve the performance
of a 14-inch lens.
HOW THE LENS IS MODIFIED
They do this by tiu-ning the Cinema-
Scope lens element aroimd backwards and
rotating it to 90 degrees. They then make
several minor internal adjustments to
change the air spacing of the lens elements,
attach a new lens adapter and remove the
old focusing ring. The total cost of the
alterations, in addition to the regular cost
of the lens, is only about $150.
The performance of other size lenses also
would be doubled by the process, as in the
case of the seven-inch focal length lens.
The modified anamorphic lens system
permits the use of stock prime lenses in
almost all situations without any serious
light loss.
Light loss would be a very serious prob-
With a new process of modification of the anair.orphic
lens, developed by Bausch & Lomb Optical
Co., a normal length stock lens can achieve the
performance of one twice its length. The
modification makes unnecessary costly and cumbersome
lens installations in drtvein theatres where
the throw from the booth is exceptionally long.
The young lady is holding a lens assembly incorporating
the modified anamorphic lens.
lem for the longer throw since longer focal
lengths than those which have become
standard would mean that barrel diameters
would have to be greatly increased in order
to maintain speed. Further this would entail
some alteration of the projector heads.
The larger barrels also would compel the
use of larger diameter Cinemascope lenses
to maintain the equality of diameter size
with that of the prime lenses or more
light would be lost.
The new modified anamorphic lens development
came in time for installation in
the Crest Drive-In Theatre, Kansas City.
Mo., before its recent spring opening. It
was needed because the projection booth
was moved to the back ramp so that a
longer focal length lens could be used on
standard pictures shown in widescreen
ratio. To do this from the old projection
booth location it would have been necessary
to use very short focal length lenses which
would not give the definition and good
quality picture desired.
With the specially modified, large diameter
anamorphic lens, the Crest uses 4Hinch
prime lenses.
The projection throw, which was formerly
250 feet at the Crest, is now 62:7 feet.
Commonwealth executives report the projected
picture very good.
Theatre Circuit Encourages
Early Church Services
In Its Drive-ins
Central States Theatres is making a
termined effort to place its drive-ins ati
disposal of churches for early Sunday sq
ices. At the circuit's spring drive-in mi
ing, the pubUc relations value of a comi
nity Sunday morning worship was stres
The Ames, Iowa, Ministerial As|
through its president, the Rev. E. W. Rij
ley, has expressed its appreciation for b

:
May
It's durable. An entirely new outer cone assembly is reinforced
with a metal ring and spider—absolutely prevents
collapsing or rattling. New outer cone is self-aligning.
Two-coat tough finish on die-cast aluminum case.
BECAUSE . . .
It's uvatherproof. Every part of the speakers is treated for
greatest possible resistance to rust and corrosion.
BECAUSE . . .
It's dependable. Heavv Alnico magnet gives ample power.
BECAUSE ...
// has superb sound. Double cone gives lower speaker
resonance for greatly improved low frequency reproduction.
Faithful undistorted reproduction at all volume levels.
It's faster and easier than ever
before. You merely open the
case, lift out the damaged or
weathered cone and drop in a
new one. No gluing, no screws.
It's designed so that the new
cone aligns itself perfectly. And
best of all, new cones are less
expensive then ever before.
"A** Series. Deluxe model in handsome blue and white baked-on undercoat and finish coat.
"Q" Series. Exactly the same as the "A" Series except for handsome two-tone gray hammerloid
finish.
SINGLE CONE SPEAKERS
"E" Scries. High quality singlc-conc.
weather-treated speaker unit. Same
case as "A" and "Q" series. Finished
in tough hammerloid gray enamel.
"H" Series. Quality sound at low cost. Unit
housed in sturdy sand-cast aluminum case,
finished in two-tone gray enamel. Weathertreated
for long ser%'ice.
Price $5.60 each.
Double-Channel for Double-Quality
in Drive-in Theatres
Natural depth and directional effect for wide
screen use — sound reproduction from four
track magnetic stereophonic prints through
only two channels of amplification. Volume
control by single knob. Designed so that you
use both for added power and speaker capacity,
with single track magnetic or optical
sound.
1712 Jackson Street '^Ballantune^
mipoii^
Omaha, Nebraska
PXOmCE :
7, 1955 63

I
i
To cut down on personnel, the concij- f
sions area was designed as a cafetei
normally employing four persons duri;
regular periods and six during intermissii
.
peaks. Another saving feature in the cocessions
operation was made by allowij :
more storage space than actual selling an.
The extra-large storage room which s
locked and inaccessible to clean-up crev ;
allows the owners to buy supplies in laisji.
quantities at a great saving, Crawfclr./
points out.
The widescreen of the Volley Drive-In, Farmington, N. M., makes a bold picture by night.
Construction Economies Enable Drive-In
In Small Town to Have Latest Equipment
I HE Valley Drive-In which was
opened recently at Farmington, N. M. by
Russell P. Allen and Kelly P. Crawford,
partners in the Allen Theatres, was the
product of experience.
It is the result of a first-hand knowledge
gained from the operation of the Apache
Drive-In which they opened three years
earlier in the same small town. The two
theatremen, who also operate three conventional
houses, found that a small town
operation cannot be costly and still make
money—yet it must bring its patrons the
best available. To solve this paradoxical
problem, they decided to trim costs on the
construction and design and simplify their
personnel requirements. In so doing, they
hoped that they would save enough to
purchase the latest and best in sound and
projection equipment.
The Valley, managed by Prank X. Crawford
reflects all of these ideas and its successful
operation proves they were correct.
It is keyed to the idea of offering the best
in screening techniques and a simplicity
of design that stresses the maximum in
storage space. Not including the ten-plus
acres, the cost of the 330-car project was
$62,500.
Both projection booth and concessions
operation are combined into a single functional
unit constructed of pumice blocks.
"It's the most practical one I've ever constructed"
was the opinion of Lester Minyard,
who as foreman of the Tom Griffing
Construction Co. of Abilene, Tex,, has built
a lot of them.
Crawford and Allen didn't miss a trii.
I
in the design of the concessions area al
made many other innovations. The glis
front of the snack bar was placed at i
adult level to keep children from loiterig
there during show time. The door from \e
storage rooms was placed directly behil
the popcorn machine and fountain equ>
ment to facilitate handling of the neeci
supplies. Along the flagstone-type concre
counter, a larger aisle was provided a)
front of the slow-moving items, such i
sandwiches, so patrons could pass on to 1^ (I
more quickly dispensed items such i
drinks and popcorn.
BOOTH IS GLASS PANELED
The glass-paneled projection bocl
which takes up 30 feet of the buildin
70-foot length contains the pride of l|
drive-in, the latest in equipment.
Further savings w-ere made in the ccif
struction of the 35x70-foot screen, :,ft
feet from the booth, by constructing it
Flexboard mounted on telephone poles
The need for a watchman at the
to prevent sneak entrances and to dirl
traffic was eliminated by installation oj
flood light. Bevelite letters are used on
attraction board.
At the ticket booth, the partition 1]
tween the cashier and ticket taker
removed so that one person could fill b(!
roles, if necessary.
^
The booth equipment at the Volley Drive-In is of the lateit
and best available. It includes Simplex projectors, Bausch &
Lomb lenses, Strong Mighty 90 lamps and RCA dual-channel
sound. Simplex four-inch speakers are used at the ramps.
Concessions equipment was kept simple. A Manley popcorn macM
Manley Ice OBor, Connolly Roller Grille, Sno-Master Machine, Totf
master Bun Warmer, and a Helmco-Lacy warmer are used at the Veil
Drive-In. Note the flagstone-type facing of the counter.
64
The MODERN THEATRE SECTl'J'

Ik
THE DELUXE PLASTIC SERIES
The only speoker wilh a full 5-inch speaker cone.
The speaker wilh the best sound.
THE RAINMASTER SERIES
The only speaker unit wilh a raincoat.
Unbelievably resistant to rain, snow and dust.
THE ECONOMY SERIES
The lowest priced lull sixe 4-inch cone speaker,
lew mointenance.
JUNCTION BOXES AS LOW AS $4.50
1^ 9«. ^^'-^^ MOTIOGRAPH, J,
ncozyjo^cii
SAN FRANCISCO 11, CALIF.
4431 WEST LAKE STREET • CHICAGO 24, ILLINOIS
er/i€ 'Wbi/t/'i 0/

Neon Star on Screen TowS
everyone around Clonton, Ala., knows w/i
Jackson's Clanton Drive-In is, thanks to bis
manship. Since he didn't want anyone to forg
overlook the fact that he had enlarged the col
tional screen to a 92x40-foot widescreen, he moil
a 30-foot frame star complete with lOQ-watti
bulbs on the rear of the tower. At night the eltk i
star which faces the road attracts the attenti^ '
possersby but does not blind traffic.
All theatres have a large concentrd
of people in a relatively small space ^d
]
require large amounts of outside
prevent objectionable odors. This ou
air can best be introduced through a^ t j
conditioning system for it can readil
seen that since outside air has a hi
temperature and humidity than inside
this excess heat and moisture must b(
moved before it is introduced to the
ditioned space.
At last... a popcorn seasoning in a far lighter, far more
practical container! Each carton of TASTEE-POP holds 32
one pound packages containing four wrapped and measured
quarter-pound bars. Just put in TASTEE POP and throw
the wrapper away! It's quick, neat, sanitary— and there's
no waste, no drippings, no pre-melting, no messy equipment!
And here's another BIG plus — TASTEE POP can be
stored without refrigeration!
TASTEE POP MEANS REAL ENJOYMENT! It's
got that
golden buttery color and rich-fiavored goodness that brings
out the best in your popped corn!
Try it! Make your next popcorn seasoning TASTEE POP —
and turn your small popcorn concession into a big attraction!
BIRD DAMAGi
IS COSTLY
i
-Co
Repellent does not
harm birds. They instinctively
dislike Bur-Co. No chemical
reaction on building material.
Does not harm humans internally|
or externally.
Each application proplied
eliminates birds
fr«fflof
Consistent Quality
and Outstanding Service
NATIONAL
H»MJJ«,
66

t
I
.
: May
Mexican Theatre Gets a 32 x 80-Foot Screen
DIT-MCO's NEW ST,
UNIVERSAL SPKAXSR
"The
GREAfC
SPEAKER-
Designed fo give you t^
latest improved quoltty
high ond low frequcncii
in keeping with the ne
methods of rcproductic
of sound today.
Spcoker openings ore larger. No sound obstruction.
New type louvre slants down to keep out sun and rain.
Perforated metal gri!l between louvre and speaker unit
prevents customer damage to unit.
Hanger bracket complete is now cast as port of back
holf of speaker housing. Brocket will fit any type
junction box. Large 4" oil weother spcoker unit with
heavy duty AInico 5, 1 .47 oz. magnet. Improved
volume control shuts completely off and obovc ground;
knurlcd control shaft eliminotcs the necessity of
replacing control knobs.
BEAUTIFUL TWO-TONE FINISH
—•—
DIT-MCO's
STANDEE
Provides
SPEAKER
be largest, indoor widescreer) ever manufactured by Raytone Screen Co. was installed recently at the
onoro Theatre in Mexico City by the Westrex Corp. Measuring 80 feet wide by 32 feet high, the screen
as built specially for the one-story, stadium-type auditorium with its 4,000 seats. To supply sound
1 (he large auditorium, a Westrex multi-channel system which will handle CinemaScope, VistaVision
nd Perspecta sound was installed in conjunction with 40 loudspeakers. Projection equipment included
enlury CC water-cooled projectors and Ashcraft Super-Power arc lamps and selenium rectifiers.
Quality Sound
and
Proper Volume
I
IIMillJlli>liiil.likiil ::;
:au carbon couplers
ketYou Burn All the Carbon
"They're Expendable"
ilhe mosf popular carbon saver. Used by more
Hieotres than ALL other mokes COMBINED.
ir Hundred, postpaid: Not Packed in Mixed Sizes
nm $2.00
nm $2.25
nm or S/16-inch $2.50
Urn $3.00
I
worrying about injury to hinh priced carjn
savers. Burn 'em up. you still profit.
Refund
not 100%
s f i e d
They cost less than just the repairs on
high-priced automatic savers and are
more efficient.
One trial
convinces
Most economical carbon saver you ever used!
CALI Products Company
3719 Marjorie Way Sacramento 20, Calif.
The WORLD'S LARGEST Producer of Carbon Savers
At all progressive supply houses.
FIREWORKS DISPLAYS
DISCOUNT
25% DISCOUNT
^ FROM REGULAR CATALOGUE PRICES
^
Pyrotechnic Fireworks Displays for all occasions.
LARGE OR SMALL ... WE SELL THEM ALL!
• Aerial and Ground Set Pieces
• Quality Merchandise
• Large Selection
Send for catalog and save your money
LAFER
ENTERPRISES
R.R. No. 1 Port Clinton, Ohio
Patio oreo—playground orea—back
nd truck
and overflow areas. Good sound to the..
help increase your business. Let your patrons enjoy
the show while they are away from their cor; provide
sound for those who are waiting for parking room.
Speaker is made for post mounting with large, heavy
duty, all weather, 6x9 speaker unit and tamper proof
volume control. Mounted in attractive cost aluminum
case with beautiful two toned finish.
—•—
DIT-MCO DIRECTIONAL LIGHTS
Ramp Lights — Ramp End Exit Lights — De Luxe
Aisle Lights — Aisle Lights — Two-way Aisle
Lights — Restroom Lights — 40" Entrance & Exit
Lights — Double or Single
Lights.
Wiili- III Will- r.ir Full lli'l.ill.'i. I'rii-i's iiii
DRIVE-IN THEATRE MFG. CO.
Face—20" Entrance & Exit
•World's L.ugpsl MiimracturiT of Uriielii Thiairr
Eniiipment"
ll
ilr
Division ot
DIT-MCO
505 W. 9tli street. HArrison S007-aMS4. Kansas City, Mo.
NEW KIDDIE RIDES!
• Pony & Cart Ride
• Fire Engine Ride
^ * Airplane Ride
=• * Rocket Ride
=' * Elephant Ride
' * Speed Boat Ride
*Auto Ride
* Miniature Trains
KING AMUSEMENT CO.
Mt. Clemens, Mich.
XOFFICE :
7. 1955 67

. . TKe
68 The MODEilN TKEATKE SE'
T
—
(^,^M
Can't
Promote Too Soon/ Exhibitors Say
Outdoor theatre owners sliould start
promoting their new drive-ins just as soon
as the property is acquired and the construction
wheels put in motion. That is the
ad\"ice of George A. Manos. one of the
leading circuit owners in the Cleveland
territory, and of his associate. W. E. Gross,
who will manage Manos" new outdoor theatre
in the Coshocton. Ohio. area.
"The theatre should be kept in the public
mind from the time of purchase of the
site to its opening." said Manos. And he
lived up to this pwlicy in promoting the
new drive-in area he acquired last October
by setting out to find a name for the theatre
right after the initial ptirchase announcement.
This was done through a contest
in the Coshocton Tribune, offering S25
to anyone who submitted the most original
and appropriate name.
"We had almost 500 entries."" Gross relates,
""and we chose the name of Elm Lane
Drive-In."" A Coshocton resident hit upon
this name as appropriate because of the
row of elm trees planted along River
as a memorial to veterans of the co;
nity who died in World War I.
The 20-acre tract of land on River :c:
which is the site of the new drive-in. \i
planted in corn at the time of purchs;.
so that it was necessary to harvest e
corn and cut up the stalks before anyth.^
else cotild be done.
Pouring of the footings for the
tower was accomplished in a record thl
days. The all-steel screen will meas
100 feet long by 60 feet high, and it is s
that it will be the second largest in Ol|
The new Elm Lane Drive-In will accoi
date 750 cars and is being constructed
an estimated S150.000.
Upholstered theatre seats should i
washed or. rather, shampooed at least o:j
a year. This should be done for sanit
reasons and for the preservation of
fabric.
KOILED KORDS, retroctlle speaker
cords, minimise replacements because
they lost
longer. KOILED KORDS do not
catch in door handles, bumpers and other
car accessories so speaker losses too.
are reduced
KOILED KORDS, retractile speaker
cords, extend to six times their retracted
length then return to their neat out-of-theway
coil against the standard when not
in
use.
KOILED KORDS add that touch of neatness
end order that all good drive-ins
strive for. KOILED KORDS are jocketed In
neoprene and withstand the weather no
matter how extreme.
Specify neoprene-jackeied KOILED
KORDS for all your new speakers and
use them ahuKiys for replacements. Your
theatre equipment dealer con supply you.
Build »our boxoftice receipts by keeping the area around your drive-in
neot OS a pin! . powerful 5-HP Gra»eiy Tractor powers 21
rugged, dependable tools for every mowing or ground maintenance job!
Ail-geor dri»e, power reverse. Field-tested for 34 »ears. Dependable
power that will cut your maintenance costs iast\—gi>e >ou a more
attractive theatre with less work! Avoilable on Easy Pay Plan.
"Power vs. Drudgery" tells how Gro»ely POWER solves these upkeep
problems quickly, easily. FREE—write for it today!
BOX 556
GRAVELY TRACTORS, INC
DUNBAR, WEST VIRGINI/
STOPS THE FAMILY CROWD
nVT

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: May
No Amperage Increase Needed
For
Widescreen by Matching
iRefiectors
and New Lenses
The Georgia Theatre Co. has long advertised
its Bankhead Eh'ive-Irr Theatre in
Atlanta as beins "Atlanta's Largest and
Finest." but now it is advertising "Atlanta's
Largest Drive-In Theatre Screen" and
backs up this copy with photographs.
The Bankhead Drive-In is an 820-
speaker job with a patio seating 200. The
,".ew screen is in perfect Cinemascope proportions
measuring 119 feet wide by 47 feet
nigh. The surface of the screen is made of
Johns Manville white shingles that do not
•equire painting. The additional wing
,valls were made to harmonize with the
I'Xisting screen using crab orchard stone
,or the bases of the addition which gave
-JiBs:"
The new widescreen at the Bankhead Drive-In is 119 leet wide by 47 feet high. The surface is made of
white shingles which require no painting. The Bankhead is on 820-car situation.
Reduce the annoyance of
night-flying insects with
I'ew wing walls to support the screen extertsions at
[le Bankhead Driye-lr) Theatre, Atlanta, Go., were
ui/( of crab orchard stone and provided a bedroom
;ir
lie
the manager on one side and a storage room on
other.
1
lie manager an additional 16x20-foot
edroom on one side and the same size
torage room on the opposite side.
John H. Stembler, president of the
reorgia Theatre Co., reports that no addional
equipment was necessary in the pro-
' ';ction room to light the enlarged screen,
lie theatre was pulling 95 amps before
,
le addition and by matching the reflectors
,ith the new type lenses, it was not necesiry
to increase this amperage.
. Although it is not visible in the photoa
stage curtain is outlined on the
Uck of the screen tower in neon which
lakes a beautiful approach to the theatre
night.
E. E. Whitaker is operations manager for
e Bankhead Drive-In Theatre and Mrs.
Ivia Partee is the local manager.
Do not use a blower to clean theatre
lors as the dust is blown into the air
;d settles on aU ledges and walls and
her objects, thus making it necessary to
corate more often and causing other
ijor cleaning expense. A good practice
to use suction type cleaners and use the
iction, beater and brush type at regular
;ervals.
Black Light Traps
Recommended for
• Ticket Booths
• Refreshment Stands
• Side of Screen
• Parking Areas
Gardner Black Light Traps will prevent
night-flying insects from becoming a
source of annoyance and a blight on the
appearance of your place. They operate
silently, effectively in attracting and decimating
the swarms of night-flyers drawn
by your lights.
The light from this patented trap will
in no way interfere or affect any other
light source, or disturb your patrons. It is
rugged all-steel construction — completely
safe, weather-proof, water-proof — and
reaches you fully assembled, ready to hang and plug into nearest
110-120 volt, 60-cycle alternating circuit. Power consumption approximates
40 watts.
Full instructions and recommendations on proper placement attached
to each unit. Used successfully by many drive-in theaters and
refreshment stands in all parts of the country.
full
If
not available from your supply house, phone, wire or write for
information.
Gardner Manufacturing Co.,
3555 Barstow St., Horieon, Wis.
Improve Your Theatre — And Improve Your Business
XOFTICE ;
7. 1955 69

lOOO-Car Drive-In Theatre
To Have Indoor Auditorium
And Extra-Big
Concessions
Walk-in facilities for 182 patrons combined
with parking space for 1,000 cars
will be the main feature of the Sky View
Erlve-In Theatre that Lou Herman & Asso-
Qlates are now constructing at Oxnard,
calif. An early June opening is planned
by the builders, who also operate the 101
Drive-In at nearby Ventura.
Ai-chitect J. Arthur Drielsma so designed
the $435,000 project that its operation will
be completely centralized. A single building
will house the air-conditioned auditorium,
the concessions stand, restrooms, manager's
office and projection booth. As a
further convenience, the well-equipped
playground for children has been juxtaposed
to the all-purpose building.
AN 80-FOOT COUNTER
To serve the potentially large patronage
of the theatre, the concessions stand is
necessarily large. It consists of an 80-foot
counter and a 30-foot island. The latest
equipment for the preparation and serving
of food and refreshments will be in.stalled.
Equipment for all of the latest innovations
in screening processes, such as Cinemascope,
VistaVision and others, will be
used in the projection booth. To accommo-
In this new drive-in theatre now under construction at Oxnard, Calif., all operations will be centraH:1
in the single building. The structure will contain an indoor auditorium, concessions stand, restroot,
manager's office and projection booth. The children's playground adjoins /.
FOR THE FINEST IN SOUND
at the Lowest Moinfenonce Cost
in-the-car
SPEAKERS
date the new processes, a 106-foot widescreen
is being constructed of metal decking
on structural steel girders.
Though the drive-in is situated on the
heavily traveled U. S. Highway 101 running
along the Pacific coast, traffic will not be
a problem. The design calls for two separate
boxoffices with four entering lanes 1
traffic. Emptying will be facilitated by te
use of three different exits.
Compact Concession Stand
A concession-stand package has been (-
signed by Doggie-In-A-Window, Inc. le
ready-made unit is suited for use as a cccessions
sub-station at large drive-in op -
ations or as the sole counter at small oej.
The Doggie-In-A-Window consists of K
THE EPRAD STAR: An economical speaker that is unsurpossed in
beauty and performance. Embodies many of the features of higherpriced
models and gives sound of superior quality. Has a B'i" cone
ond large 1.47 oz. magnet. Fiberglas cose with atifmctx
tractive molded-in colors. Fits most junction boxes. )^JU
Small and compact. Will give trouble-free service, per SPEAKER
"The Voice of the Drive-In"
1206 CHERRY ST. TOLEDO 4, OHIO
EPRAD UNIVERSAL: The w
speaker. Sounds and works betti
easiest to service. Die-cast a\
EPRAD STEREO "2": A single Fiberglas case
two-way speaker for stereophonic sound.
Incorporates a new concept of binaural
sound.
EPRAD STEREO "3": The finest sound ever
heard in a drive-in. Single case is slightly
larger than regular speakers.
512 00 p"
speaker
$1475
See your favorite Independent Theatre S upply Dealer
write direct, requesting full into
nd litcratu
A MODil fOR EVERY NEED - EVERY INSTALLATION
all-metal building fully equipped for p|
paring and serving hot dogs, sandwich
beverages, ice cream and popcorn.
The only requirement for the 7x12-
unit is a concrete block or slab foundatii^
In all other respects it is complete,
wiring and plumbing for the triple siij*/
and complete lavatory facilities are j-'
stalled ready to be connected with roui
plumbing and wiring on the location.
Each unit is well supplied with top brarname
kitchen and concessions equipmei.
For brilliant, clear sound reproductif
equipment should be checked with
equipment regularly every 60 days.
70 The MODERN THEATRE SECTI*

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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. C
READERS' BUREAU
NEW EQUIPMENT
'land DEVELOPMENTS
I
Briefed from the full description storting on page 73
Key
Number
SEASONING OIL BARS P-1316
E. F. Drcu & Co., Inc.. has come out with a new Idea
• In popcorn seasoning, its product Is a coconut-oU bar,
and wrapped, uliicb wUl season from 12 16
prcinea.«ured to
ounces poi>corn. The bars are said to elimbiate guesswork
or
and drippings: are always uniform In composition, and
ita.,'le
tlie 32-pound cartons are llgbtwelgtat.
STILL WATER DISPENSER P-1317
Ice Caller, an ice-cooled di.^penser for non-carbonated
drinks, has been developed by Krlgidrink Dispenser Co. A
scaled pump circulates the beverage through Ice-cooled steel
colls and then cascades It tbrout;h a well-lighted glass bowl,
• Ttie makers claim that tbetr dispenser Is easily iced and
Cap:iclly is 4^2 gallons of liquid.
INSECT KILLING PANELS P-1318
,An electrified panel being manufactured by (Jardner Maiiu-
Ijcturiiig Co. attracts l.nsects with its light and kills them
upon contact. Ttiis weatherproof Insecticide ia said to have
a low power consumption and requires no special wiring.
The makers claim that it is free of personal-lnjur>' hazards.
IHAItOKERCHIEF VENDER P-1319
One of the newest vending machines Is tbe handkerchief
*tnjer by Standard Handkerchief Co. The company has
tested the machine in the East. It a nonselective
successfully is
model offering men's handkerchiefs at 25 cents
,ejcli. ujiit Each will hold about 40 soft cotton handkerdiicfs
and is equipped with a slug rejector.
(FILM MOVING CART P-1320
Valley Craft i'roUucts, Inc., provides a simple and safe
solution fur moving heavy film loads to and from the
projection room in its new st,^ir cart. It will handle loads
up to 500 pounds. Its operation being facilitated and
n]ade safe by dual brake drums. Its power-ratchet drive
jdviuices it from step to step when the operator pulls
tbe
cable.
I
COLORED HAND DRYERS P-1321
Ojo-Ury electric face-and-hand dryers are being manufjctured
by Michael Electric Co. in a choice of pre-tested
Vaslel colors, plus the standard gr.iy metallic I'inL-h. The
icolors were laboratory tested on the b.isis of their
wycliologlcal effects, .\njther plus feature is the ozonator
[Mtildi automatically deodorizes the area.
RUST INHIBITOR SPRAY P-1322
ilie first qulck-dr>ing rust inhibitor to be packed in a
pray bomb, tbe Tuttust Instant dry racial coat, will
uiLible iheatremcn to combat their ojii rust problems
.iithout outside help. This WLbur Williams product
k
requb-es only five minutes for drying and offers longtime
protection. It may be used and
as luidercoat or primer
comes in five colors.
RANDOM-STYLE TILING p.1323
A new asphalt tile, coming In long rectangular pieces, is
designed to give flooring a random pattern. It has been
Introduced by the lile-Tex division of Flinikote Co. Known
as .Modnar, the new tile U ainilable In woodlone colors of
drirtvoud. oak, maple and wabiut.
SCREEN PRIMER P-1324
.\ s>nihetlc rubber-based and
primer which dries flat
while IS being made by Spatz I'ainl Industries. Inc., to
be used on new curved uidescreens with Tran»lte, Fiexrock
or concrete masonry or plaster facings. Its main advantages
are the ability to neutralize the alkali in the masonry
screens and resistance to the elements. designed
It is
primarily to serve as a first coat on new screens and is
recommended also for other masonry all surfaces used in
drive-in buildings.
LITERATURE
Briefed from the description on page 76
Key
Number
PLAY EQUIPMENT CATALOG L-1709
.V 60-page catalog of outdoor play equipment and repair
parts is available from .American Playground Device Co. One
section discusses playground planning—best use of space,
safety considerations and Installation problems. A chart gives
the number of vtorkmen. work hours and materials for different
size installations.
SYRUP BOOKLETS L-1710
Two booklets on syrup are being distributed by Hurtyi'etk
& Co., flavor base specialists. They will be of
interest to concessions operators who make and sell soft
drinks and snow-cones and to operators cup-drink of vendhig
machines using fountain syrups. One booklet gives an
account of syrup making and a table of syrup cost^; the
other, an illustrated account of syrup making.
BOOKLET ON LIGHT CONTROL L-17U
Packaged Luxtrol light control equipment is described
in a booklet by tbe Superior Electric Co. Fully Illustrated,
this booklet gives uses and ratings for various packages.
Luxtrol is said to be suited for small operations where a
complicated sultcbboard is unwarranted, it does not dissipate
its power Into heat, but mto desired lamp brilliancy.
Now used as a Standard reference by hundreds
of America's leading DRIVE-INS.
Valuable, Complete
DRIVE-IN
THEATRE
GUIDE
to Profitable Drive-In
Operations
only »3 per copy
(In Canado add 25c. .Foreign odd 50c)
228 pages — 92 illustraihns
ir Written by America's leading expert on drive>fn
design and operation.
it Complete from A to Z . . . Inclydes financing
designing — constructing — equipping — protecting
— concessions — operating and promoting.
it Priceless Information helps you Increose boxoffice
appeal avoid costly mistokes . . . . . .
hold down operotlng costs.
Order YOUR Copy NOW!
BOXOFFICE
825 Van Brunt Blvd. Kansas City, Mo.
vto Use These
lERS' BUREAU COUPONS
Write here the Itey number |k I
of the item that interests you ^ I
If out completely a separate coul|
for ecch New Equipment Item.
i( -Iteroture reference (above) which
II rests you. Likewise for each Ad-
IV Ising Product (reverse side of this
Is !t) obout which you want more
i rmotion. Put only one key number
ir^ach square.
I
Write Sere the bey number A
I
I of the .tern that interests you W
SjJOHN Q.DOE
.. ..*. QUEEN^
m5V! and MAIN_
^ MEWBERN
.
J^
_
s.o..y4/J,_
ION THtATSE Sfcr.on o( BOXOFflCE "- 1' lf»
I the outer card to request one
* our Items, both cards if requestii
five to eight.
^!n you have filled out the cou-
Pi for each request, detach the
f cord and mall. No postage
« ]
Of
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CO S
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Name
Theotre or
Street
City
No
Circuit
State
The MODERN THEATRE Section of BOXOFFICE (May
Nome
Theatre or Circuit
Street
City
No
Write here the key number |^ I
of the item that interests you ^ I
State
The MODERN THEATRE Section of BOXOFFICE (May 1955)
Nome
Theatre or
Street No
City
Circuit
Write here the key number^
of the item that interests you ^ I
Stote
The MODERN THEATRE Section of BOXOFFICE (May 1955)
Write here the key number A
|
of the item that interests you^J
•led In the U.S. (AHix stamp in
C ado.)
o
H

A
A
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READERS' BUREAU For literature on products advertised or mentioned in this issue, see ha
side of this sheet and read how to use the postcard coupons below.
^,_
PRODUCTS ADVERTISED IN THIS ISSUE
ADMISSION SIGNS
Edgar S. Bowman 55-B
ELECTRIC GENERATOR
Hertner Electric Co 58-A
FIREWORKS DISPLAYS
Later Enterprises 67-B
ATTRACTION BOARDS AND LETTERS
AdIer Silhouette Letter Co
FOUNTAINETTES
Carbonic 57-
Dispenser, Inc 28-B
Wagner Sign Service, Inc 51-A Everfrost Sales, I nc 23-A
Superior Refrigerator Mfg 31-A
HANDKERCHIEF VENDERS
BARBECUED SANDWICHES
Standard Handkerchief Co., Inc 12B
HOT DOG CHILE
Castleberry's Food Co 25-A, 37-A
Castleberry's Food Co 25-A, 37-A
HOT DOG EQUIPMENT
CANDY
Hollytvood Sefvemaster 30-A
Henry Heide, Inc 35-A ICE CREAM FREEZERS
Sweden Freezer Mfg. Co Hollywood Brands, Inc 24-A
19-
Mars, Inc 29-A
ICE CREAM VENDER
Fred Hebel Corp ig.fl
CARBON SAVERS
Cali Products Co 67-A
Payne Products Co 75-8
CONCESSION EQUIPMENT, DRIVE-IN
Concession Supply Co 33-C
Waliiy Service Co 33-B
CONCESSION FOODS
Castleberry's Food Co 25-A, 37-A
Flavo-Rite Foods, Inc 33-A
DRINKS, SOFT
Canada Dry Ginger Ale, Inc 26-A, 27-A
Coca-Cola Co 2-A
Nehi Corp 22-A
Pepsi-Cola Co 13-A
DRINK VENDING MACHINES
Coca-Cola Co 2-A
Evcrfrost Sales, Inc 23-
Lyon Industries, Inc 21-A
Manley, Inc 12.A
INSECT TRAP. DRIVE-IN
Gardner Mfg. Co 69-A
KIDDY RIDES FOR DRIVE-INS
King Amusement Co 67-D
Miniature Train Co 68-C
LADDERS, SAFETY
Dayton Safety Ladder Co 76-
MINIATURE TRAINS
Miniature Train Co 68-C
MOWERS, DRIVE-IN
Gravely Tractor, Inc 68-8
POPCORN BOXES AND SACKS
Concession Supply Co 33-C
POPCORN MACHINES
Concession Supply Co 33-C
Cretors Corp 36-A
Hollywood Servemaster 30-A
Manley, Inc 12-A
POPCORN SCOOPS
Speed Scoop 28-C
POPCORN SEASONING
The Savorol Co 28-
POPCORN SEASONING OIL
Concession Supply Co 33-C
C. F. Simonin's Sons 31-B
PROJECTION LENSES
B.iusch & Lomb Optical Co 57-B
Kollmorgen Optical Co 74.A
Projection Optics Co., Inc 50-A
Raytone Screen Cofp SS-C
S.O.S. Cinema Supply Co. 39-A
Star Cinema Supply Co. 75-
PROJECTION RECTIFIERS
Ashcraft Mfg. Co l-BC
National Excelite 6-A
PROJECTION AND SOUND
Ballantyne Co 63-A
International Projector Corp 4-
Motiograph, Inc 65-A
[Rational Ttieatre Supply Co 66-A
RCA Engineering Products Co S-A
Star Cinema Supply Co 75-A
PROJECTOR ARC LAMPS
Ashcraft Mfg. Co l-BC
National Excelite 6-A
Strong Electric Corp 3-A
SCREEN PAINT FOR DRIVE-INS
Raytone Screen Corp 55-C
SCREENS FOR OUTDOOR THEATRES
Ballantyne Co 63-A
Bodde Screen Co 50-B
SCREENS FOR INDOOR THEATRES
Bodde Screen Co 50-B
Raytone Screen Corp 55-C
S.O.S. Cinema Supply Ca 39-A
Vrfilliams Screen Co 39-B
SCREEN TOWERS FOR DRIVE-INS
Ballantyne Co 63-A
SEATING CONVENTIONAL THEATRES
American Seating Co 39-C
Heywood-Wakefield Co 41-A
I deal Seating Co 76-C
SPEAKERS, IN-CAR FOR DRIVE-INS
Ballantyne Co c, .
Dri/e-ln Theatre Mfg. Co ?,"?
EPRAD
..•..7^|j';J
Motiograph, Inc gc .
RCA Engineering Products Co.. .'.'..'. "ij
THEATRE EQUIPMENT AND SUPPLIE
Indiana Cash Drawer Co 1
75.0
National Super Service Co 5^.0 \
National Theatre Supply Co m.»
RCA Service Co., Inc 59-!
S.O.S. Cinema Supply Co 39./)
TRACTORS, FOR DRIVE-IN MAINTENiCE
1
Gravely Tractor Co gg.) f.
NUI'E: Ttie figures In the key number
for each advertiser Indicate also tht
on wlUch the advertisement of th.it
win be found iii this MOUERN
Ibsiie. The whole key number, ln< _
capital letter, must be used when fill
the postcard coupon below to obtain
Infurmatlon about the advertL^ed prodi
ALPHABETICAL
of Advertisers' Key
Adler Silhouette
American Seating Co
Anderson & Wagner (Everfrost Sales)
Ashcraft Mfg. Co., C. S
Ballantyne
Co
IN lEX
Nuiiert
Bausch & Lomb Optical 57-1
Bodde Screen 50-1
Bowman, Edgar S 55-1
Burr Chemical Co 66-1
Cali Products Co 67'
Canada Dry Ginger Ale 26-27'
Carbonic Dispenser ,28-
Castleberry's Food Co 25-i37-
Coca-Cola Co 2-A
Colma, Inc 15-A
Concession Supply Co. 33C
Cretors
Corp.
36-A
Dayton Safety Ladder 76-A l:
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: May
[easoning Oil Now Comes
I
Pre-Measured Bars
P 1316
FOR MORE
INFORMATION
USE Readers'
Bureau Coupons, Page 71
claim that it is definitely free of personalinjury
hazards, but they do recommend
that it be mounted out of reach of the
inquisitive. When mounted on each side
of the drive-in screen, the panels are effective
in intercepting large insects before they
cross the projection beam.
Now
Vending Machine
For Handkerchiefs
P-1319
One of the newest ideas in popcorn sea-
Dning is Tastee-Pop, a coconut-oil bar
reduced by E. P. Drew & Co., Inc. The preleasured
and wrapped bars come packed
28 in cartons weighing 32 pounds. Each
ar will season from 12 to 16 ounces of
lopcorn. The bars are said to be econom-
:al because they eliminate guesswork and
aste drippings. The seasoning, according
Black Light Electric Panels
Attract and Kill Insects
P-1318
One of the latest entries into the growing
vending-machine field is the handkerchief
vender being produced by the Standard
Handkerchief Co. The vender, which has
already been successfully tested in the East.
is a non-selective model selling handkerchiefs
for men at 25 cents each. Each unit
has a capacity of approximately 40 soft
cotton handkerchiefs. A .slug rejector is
standard equipment. The company also
packs handkerchiefs for counter displays.
Cart Simplifies Moving Film P-1320
Up and Down Stairs
D the maker, is always uniform in its
omposition and doesn't vary from batch
J batch or season to season. The 32-pound
artons are also said to be lighter than
rdinary containers and thus easier to
andle and store.
.n Ice-Cooled Dispenser
;or Still Water Drinks
P-1317
The growing popularity
of ice-cooled
dispensers for non-
carbonated drinks
^^^ ''^^ reason cited
/
y S
m'atJ j ifl
^jBW^ tH for the development
m^^\ 1
°^ *^^ Ice/Cader by
the Prigidrink Dispenser
Co. Like the
other beverage dispensers
in the firm's
line, the Ice/Cader
stimulates sales with
le combination of light, color and animaon
of the liquid. A sealed pump circutes
the beverage through ice-cooled steel
)ils and then cascades it through a well-
?hted glass bowl. The makers claim that
le dispenser is easUy iced and may be
eaned without difficulty. Measuring 14
ches in diameter and 31 inches high, the
e/Cader has a capacity of iVz gallons
liquid and 25 to 30 pounds of ice. Conruction
features a heavy insulation and
hammertone steel base with etched and
iodized inner lining.
The number of insects that plague those
brightly lighted areas at drive-ins and theatres
can be greatly reduced by means of an
electrified panel being manufactured by
the Gardner Manufacturing Co. The electric
panel, which kills insects upon contact,
attracts them with a new type of light
known as black light, which appears pale
blue to the human eye and in no way interferes
with the normal lighting of the area.
The mechanical insecticide is constructed
of steel and is weatherproof. It is said
to have a power consumption equivalent
to that of a 40-watt incandescent lamp and
to require no special wiring. The makers
Claims made for products described editorially
on this ond other pages ore taken from the
manufacturers'
statements.
A simple and safe solution to the problem
of moving the heavy film loads to and
from the projection room may be had with
the stair cart manufactured by Valley Craft
Products, Inc. The cart, which is constructed
of steel tubing and mounted on
pneumatic tires, was designed specifically
for climbing and descending stairs with
loads weighing up to 500 pounds. Its operation
is both facilitated and made safe
by its dual brake drums that assure control
of both wheels. Accidents are reduced
and fatigue is eliminated by its powerratchet
drive that advances it from step
to step when the operator pulls the cable.
Stair carts are available in six different
designs with a variety of shoes for different
hauling tasks.
JXOFTICE :
7. 1955 73

\:
Electric Hand Dryers
Now Come in Colors
P-1321
The Ozo-Di-y line of electric face-andhand
dryers manufactured by the Michael
Electric Co. now is available in a choice
of pre-tested pastel colors plus the standard
gray-metallic finish. The new colors
were chosen on the basis of their psychological
effect which was determined by independent
laboratory-controlled color surveys.
Each of the units is equipped with
an automatic push-button timer which releases
30-second blasts of drying air. The
chrome nozzle may be adjusted to dry
either face or hands. Another plus feature
of the dryers is the ozonator which automatically
deodorizes the area when the
machine is in use.
Rust Inhibitor Packed P-1322
In a Spray Bomb
Theatremen can now combat their own
rust problems without calling in outside
specialists by means of the Totrust instant
dry metal coat, the first quick-drying rust
inhibitor to be packed in a spray bomb.
The handy coating, manufactured by M.
bur & Williams Co., requires only five miutes
for drying and offers longtime pv
tection. It may be used as an undercoatr
as a one-coat primer finish in any one.f
five colors: red, zinc chromate, wroui t
iron, black and stainless steel. Its hh
chemical resistance is said to make it n
excellent protection wherever it is usi
indoors or out, on painted or unpainri
surfaces. It also may be used on alumlnte
and galvanized metals. Totrust is ao
available in bulk containers varying fra
five-gallon to half-pint sizes.
Random Plank Styling
In New Asphalt Tile
p-i;3
i:
Better Pictures Every Day
NOW SHOWING
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77 \T
Send for Bulletin 222
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Of particular interest to drive-in own s
who are building new, curved wldescreiis
with Transite, Plexrock or concrete n-
sonry or plaster facings is the Introductn
of the All-Masonry movie screen primer y
the Spatz Paint Industries, Inc., whichs
making a specialty of paints used at driin
theatres. The main features of the w
paint are its ability to neutralize the alkli
present in the masonry screens and s
ability to resist the elements. Designed p-
marily to serve as a first coat on nv
screens, the synthetic rubber-based prinr
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recommended for use on all other masoi.v
surfaces such as concrete block, asbess
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single gallon is said to cover up to 250 r
300 square feet, depending upon the polity
of the surface. Application may e
made with either brush or roller.
74 The MODERN THEATRE SECTIf

'•
the
I
I
I A
i
: May
.
tboui PEOPLE/ and PRODUCT
Bausch & LoMB Optical Co., which man-
,actuies the camera lenses used in the
ming of all Cinemascope productions
easier and less costly. Last years report
won the gold Oscar of Industry award from
Financial World as the top company report
of over 5,000 surveyed.
The U. S. district court at San F^-anci-sco
in a recent suit decided that the icemaking
machine produced by Liquid Fieezs
Corp. and sold by the Ajax Corp. infringed
upon a patent owned by Flakice Corp. and
licensed to York Corp. The wedge-principle
of the patent was held by the court to be
both new and practical.
The Royal Photographic Society of
Great Britain has awarded 1I.^ Progress
Medal for 1954 to Dr. Julian H Webb,
"
Di.
associate head of the physics aivi.ion at
Kodak Laboratories. The meda. was
awarded to Dr. Webb for his "important
series of studies of the" photOiOipluc
process extending over many years
Webb's research work, which began in I'J'cii
at Kodak after a teaching stint at Williams
College, is mainly concerned with thi
fundamental theory of photographic exposure
and the structure of the latent
image. During his 24 years of study, Dr.
Webb also received the Williamson Award
of the RPS in 1938 and the Journal Award
of the Society of Motion Picture Engineers
in 1934.
Nothing Like This Before . .
-
and BRAND NEW!
'il Hallouer, president of Bausch & Lomb (left),
d Dr. Howard S. Coleman, director of the B&L
ientific Bureau, ore shown admiring the Academy
lari Oscar that was presented the optical comrrf
for its scientific contributions to the motion
.tufe
industry.
fid the majority of Cinemascope projec-
'm lenses, was presented with an Oscar
Academy Award ceremonies for its
ientific contributions to the motion picre
Industry. The award was made in
cognition of the firm's efforts in making
le Cinemascope revolution possible.
J. F. O'Brien, manager of theatre and
Idustrial equipment marketing for the
.gineering products division of RCA, has
inounced the appointment of Hollis D.
adbury to manager of the film-recordg
equipment section. Bradbury, sales
anager for RCA film-recording equipent
for the past four years, succeeds
Uph A. Teare, who was recently pro-
Dted to manager of the industrial prodts
section. In his new position, Bradbury
11 coordinate all planning, promotion and
'les activities for the film-recording equip-
Bnt used in motion picture studios and,
^50, supervise the operation of the firm's
Jdios in Hollywood and New York. He
,s been with RCA and its predecessors
ice 1927.
BREAKDOWN of the Operations during
i5i and synopsis of its past 75 years are
mbined in the recently issued Eastman
)dak Co. annual report for 1954. The
port, which was distributed to the 86,000
areholders of Kodak, is a foui-color, 36-
ge booklet. Profusely illustrated with
?h-quality color photographs and charts,
e report contains information on the
tnpany's sales, earnings, profits and other
lancial data for 1954 with the prediction
another good year in 1955. Three pages
[i devoted to the history of the firm
lich began with the idea of George East-
|in in 1880 that many would use and
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'XOFPICE :
7, 1955
75

—
STRONG • STURDY • LIGHTWEIGHT
Daytons
lli mATHWF
The following concerns have recently
jiled copies of interesting descriptive literature
with the Modern Theatre Information
Bureau. Readers who wish copies mat/
obtain them promptly by using the Readers
Bureau postcard in this issue of The Modern
Theatre.
The accepted standard for ladders,
Daytons ore built of selected, tested kiln
dried Sitka Spruce, Douglas Fir, or West Coast
Hemlock. Designed in accordance with the
latest specifications of the "American Standards
Association Safety Code," and to meet
Underwriters Laboratories Standards for Ladders.
Approved and Labeled by Underwriters
Laboratories.
DAYTON Type A
struclcd of tested olrpl.
spruce, reinforced willi
rigid steel supports for
greot strengtii, ligfitness
o( weight. Hondroils
of steel guard
lorge roomy platform
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be set up instantly,
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poctly for storing.
Automotic locking feature
insures safety
while ladder is in use.
Standard rubber sofety
L-1709 — The
American Playground
Device
Co. manufacturer
of playground
and swimming
pool equipment,
has published a
new and comprehensive
60-page
catalog for its
nmmmtcnn
complete line of
outdoor play
equipment and
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companied by an illustration and description
that includes shipping weight, price
and other pertinent information. A special
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with suggestions for the best use
of the ground space, safety considerations
and the proper installation of various facilities.
The section also includes a chart
with information on the number of workmen,
work hours and materials needed for
different size installations.
MODEL VI
IDEAL FOR CONCESSION COUNT!
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High-grade disc tumbler lock.
Warning gong rings each time drawer is ope|i
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Size I8I/4" X 143^" X 41/2" high.
Shipping weight approx. 19 lbs.
$2650 fob. Shelbyville
OTHER MODELS AVAILABLE
Order Through Your Theatre Supply Houstor
Direct From Factory
INDIANA SlSi"wERr
Dept. B SHELBYVILLE, INDIANA
L-1710 Hurty-Peck & Co., which has
specialized in the manufacture of beverage
flavor bases for over 50 years, is now distributing
two booklets of definite value to
concessions operations which make and
sell soft drinks and sno-cones and operators
of cup-drink vending machines using
fountain syrups. One booklet, "Syrup Making
for Cup Venders," consists of 32 pages
devoted to a step by step account of syrup
making. It is divided into three sections:
ingredients, equipment and procedures. A
table on syrup costs is also included. The
second booklet, "How to Make Syrup," is
a 16-page illustrated account of syrupmaking
procedures.
The XA^idest Line
of
Theatre Chairs
Daylon '
safetjf Mder e».
2339 Gilbert Ave., Cincinnati, Ohio
In Canado—SAFETY SUPPLY CO., TORONTO
L-1711 Packaged Luxtrol light control
equipment is described in a 12-page booklet
distributed by the makers. The Superior
Electric Co. Various packages and their
uses and ratings are contained in the fullyillustrated
material. Luxtrol, which is said
to be suited for small operations where a
large complicated switchboard is unwarranted,
consists of an autotransformer with
a movable brush-contact riding on a bared
portion of the transformer winding. The
desired intensity is achieved by rotation
of the contact arm and jxiwer is not dissipated
into heat but into the desired lamp
brilliancy. Controls are available from
smaU commercial sizes providing six 1,000-
watt Luxtrol controls to larger units offering
output capacities of 30,000 watts. Controls
are available in non-interlocking and
interlocking types. A price list accompanies
the booklet.
• The lowest priced to the
most luxurious.
• Sturdy cast iron and/or
steel.
• Comforloble full-upholstered,
podded or spring
bocks and seats.
• Beautifully styled end
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• Upholstering materials, finishes
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IDEAL
BETTER
SEATING
MEANS
BETTER
BUSINESS
See Your hdepei^ent Tbeatro Supply
Dealer or Write for Lileralure.
SEATING COMPANY
Grond Rapids, MIchigon ,
76 The MODERN THEATRE SECTfN h^
|t>

'
: ghs
I
1 ion
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fl)(0fflcPDDi1JJ]i/^UJD5
he EXHIBITOR HAS HIS SAY about pkiukes
ALLIED ARTISTS
sitter Creek (AA)—Wild Bill Elliott, Carle-
(1 Young, Beverly Garland. A good action
i)W for weekend. Played Sat. Weather:
,ay._D. W. Trisko, Runge Theatre, Runge,
'K. Small-town and rural patronage.
•talopy (AA)—Leo Gorcey, Huntz Hall, Ber-
;rd Gorcey. This one appealed to the teen-
J;rs and the youngsters and the Boys came
i'ough with another "howlarious" performtce
that drew in a crowd in spite of the
;t they had them on TV three times the
vne week. Doubled with "Royal African
•ties." Played Fri., Sat. Weather: Cold.
:b Walker, Uintah Theatre, Fruita, Colo.
iVorld for Ransom (AA)—Dan Duryea,
ne Lockhart, Patric Knowles. This is a
:; picture which is very disappointing, but
;:k was with us. Played bottom half and
|, by. Played Wed., Thurs., Fri., Sat.
..•ather: Light snow.—Harold Bell, Opera
luse, Coaticook, Que. Small-town and rural
jtronage.
COLUMBIA
>itraiiger Wore a Gun, The (Col)—Randolph
,'jtt, Claire Ti-evor, Joan Weldon. We just
by on this one. As someone remarked,
i;
\andy, your slip is showing." Another west-
(i that was hurt by likewise product on
" and more basketball in area. Average
]>grammer. Played Thurs., Fri., Sat.
rather: Fair.—Ken Christiansen, Roxy
ieatre, Washburn, N. D.
.'alley of Head Hunters (Col)—Johnny
issmuUer, Christine Larson, Robert C.
: iilk. Just a fair picture for half of the
al Friday-Saturday dual biller. Don't think
s measured quite up to expectations for
igle Jim. The monkey got his share of
from the kids, though, which saved
: show. Played Fri., Sat. Weather: Nice.
1 loche, Vernon Theatre, Vernon, Fla. Popu-
610.
The Violent Men (Col)—Glenn Ford, Bart-a
Stanwyck, Edward G. Robinson. A welltde
outdoor action picture of men and their
jmen that should catch on in any situation.
nty of action from the first shot to the
J
I al scene. Played Sun., Mon., Tues. Weath-
( Fair.—Robert Klinge, Uptown Theatre,
flalia. Mo. Medium-sized town and rural
(|
ronage.
METRO-GOLDWYN-MAYER
Itudent Prince, The (MGM)—Edmund
I'dom, Ann Blyth, John Ericson. A high
f ber musical that deserves your best playi
time if you are in a music loving terri-
Plenty of gayety in this production,
Jy.
lyed Wed., Thurs., Fri. Weather: Cold.—
^lert Klinge, Uptown Theatre, Sedalia, Mo.
f dium-size town and rural patronage.
arzan, the Ape Man (MGM)—Reissue.
.iiy WeissmuUer, Maureen O'Sullivan,
1 Hamilton. The sound is terrible, but you
^
be surprised to see more business on this
lie" than on the brand new Tarzan pic-
' I'ii I don't know why. Played Mon.
' "Tf^r: Good.—W. S. Funk, Star Theatre,
phen, S. C. Small-town and rural paarzan,
the Ape Man (MGM)—Johnny
issniuUer, Maureen O'SuUivan, Neil Hamilton.
This is strictly a reissue and plenty old.
The present day Tarzan really makes this
look its age but trailer brought them in. Kids
seemed to enjoy it, so okay. Played Sun.,
Mon. Weather: Cloudy and damp.—James
Wiggs jr.. Tar Theatre, Tarboro, N. C.
Population 7,500.
Tennessee Champ (MGM)—Shelley Winters,
Keenan Wynn, Dewey Martin. Big slack.
No draw to the title, but the show is very entertaining.
Many compliments. Played Fri.,
Sat., Sun.—Frank Sabin, Majestic Theatre,
Eureka, Mont.
Valley of the Kings (MGM)—Robert Taylor,
Eleanor Parker, Carlos Thompson. A very
good picture in color but did below average
business here.—L. Brazil jr.. New Theatre,
Bearden, Ark. Small-town and rural patronage.
Widescreen Version
Is Quite Diiierent
T EAVE HER TO HEAVEN (20th-Fox)—
Reissue—Gene Tierney, Cornel Wilde,
Jeanne Crain. Another excellent reissue
on our widescreen that did excellent business.
We played this first on the flat
screen many years ago and there's no
doubt about it ... it looks like a different
movie on widescreen. The breathtaking
scenery and locations make this a must
on widescreen. Play it . . . you'll make
money with it if shown this way!
Astra Theatre
Kitwe-Nkana
Northern Rhodesia, Africa
PARAMOUNT
DAVE S. KLEIN
Rear Window (Para) — James Stewart,
Grace Kelly, Wendell Corey, Thelma Ritter.
In all of my years in show business, I have
never seen a show like this one. Such sexy
angles. My audience went for this one, hook,
line and sinker. Thelma Ritter is a scream,
especially in her witty remarks. My audience
was in an uproar all through the picture.
More like this, Paramount, and we will be
in business for a long, long time. Played
Sun., Mon. Weather: Cloudy and showers.
L. J. Bennett jr., Abby Theatre, Abingdon, 111.
Rear Window (Para) — James Stewart,
Grace Kelly, Wendell Corey. All comments
on this are good. One of the few we've had
of late that drew quite well and seemed to
please everyone. Good in any size town. Wish
we had at least four of these every month.
Played Sun., Mon., Tues. Weather: Cloudy
and cool.—Walt and Ida Breitling, Comfrey
Theatre, Comfrey, Minn.
White Christmas (Para) — Bing Crosby,
Danny Kaye, Rosemary Clooney. On a few
pictures it is all right to have Christmas
one Sunday and Easter the next. Played
Sun., Mon. Weather: Good.—Elaine S. George,
Star Theatre, Heppner, Ore. Small-town and
rural patronage.
White Christmas (Para) — Bing Crosby,
Danny Kaye, Ro.semary Clooney, Vera-Ellen.
Our folks loved it. Business above average.
Spots in it looked like they might have been
made in VistaVision, most of it, normal
Paramount photography, the good places almost
as good as Universal photography.
Played Wed., Thurs., Fri., Sat.—Ben Spainhour,
Twilight Theatre, Greensburg, Kas.
Population 1,500.
RKO RADIO
Cry Danger (RKO)—Dick Powell, Rhonda
Fleming, Dick Erdmann. Once in a while
I see a picture that just hits me exactly
right— "Cry Danger" did this. I was afraid
to play this picture but was buying for price.
I tried it, and I can tell you small-town boys,
it's a really good movie. 'You won't play
better.—W. S. Funk, Star Theatre, St.
Stephen, S. C. Small-town and rural patronage.
Silver Lode, The (RKO)—John Payne, Lizabeth
Scott, Dan Duryea. Some of the best
in color and moving depth in pictures on the
widescreen you'll see. A better picture than
the trade rates it. Fast moving, with a somewhat
impossible story, but for your action fans
worth a date. Played Thurs., Fri., Sat.—Ken
Christiansen, Roxy Theatre, Washburn, N. D.
Susan Slept Here (RKO)—Dick Powell,
Debbie Reynolds, Anne Francis. Now here is
one of the cutest comedies we've played in a
long time and didn't make film rental on it.
Not small-town stuff, the only thing we could
find wrong with it. Played Sun., Mon., Tues.
Weather: Foggy, cold.—Walt and Ida Breitling,
Comfrey Theatre, Comfrey, Minn. Population
1,000.
Susan Slept Here (RKO)—Dick Powell,
Debbie Reynolds, Anne Francis. As fine a
comedy as we have had in many a moon.
Debb.e sure is great. Color and photography
tops. Boxoffice good, customers happy, terms
fair. Played Sun., Mon., Tues. Weather:
Pair.—C. H. "Buck" Pryce, Alma Theatre,
Alma, Wis. Small-town and rural patronage.
REPUBLIC
Atomic Kid (Rep) —Mickey Rooney, Robert
Strauss, Elaine Davis. Lots of newsreel clipping
in this one but did not hurt. This is a
good comedy which I find we are short of.
When you can hear them laugh, you know
they are enjoying themselves. Played Wed.,
Thurs., Fri., Sat. Weather: Cool.—Harold
Bell, Opera House, Coaticook, Que. Smalltown
and rural patronage.
20th
CENTURY-FOX
Adventures of Hajji Baba, The (20th-Fox)
—John Derek, Elaine Stewart, Roseinarie
Bowe. Lots of people would have been saved
(Continued on next page)
Sees 'Heir in Titles
As Harmiul Trend
rjID YOU NOTICE the large number of
pictures with "Hell" in the title and
more coming? Why? Certainly that word
does not have general appeal for the
family trade. Probably these "hell" pictures
are partly the reason that so many
of us are in a hell of a mess profitwise.
To succeed, theatres must have the family
trade and that of the lower income group.
Proper pictures for them are the cornerstones.
Roxy Theatre
Randolph, Neb.
LEONARD J. LEISE
I ICOFFICE BookinGuide : : May 7, 1955

—
:
May
The EXHIBITOR HAS HIS SAY
(Continued from preceding page)
Chiaventone,
Population
Valley Theatre, Spring Valley,
111. 5,000.
some disappointment if Hajji had been dispatched
to Allah at that first verdant waterhole.—Elaine
S. George, Star Theatre, Hephoun,
Peggie Castle, Noah Beery. A good
Yellow Tomahawk, The (UA)—Rory Calner,
Ore. Small-town and rural patronage. western with a name cast that did almost
average doubled with "Challenge the Wild,"
Adventures of Hajji Baba, The l20th-Fox>—
so if you can still sell westerns on the weekend
change, you can buy this one worth the
John Derek, Elaine Stewart, Rosemarie Bowe.
Absolutely no draw and lost plenty of what money and you won't be ashamed of it. Not
I ain't got on a Friday-Saturday change.
nearly so bad as some of the super Cinema-
This pictm-e six months old and already
Scope. Played Fri., Sat. Weather: Cold.
running on twin bills, and they expect me Mayme P. Musselman, Roach Theatre, Lincoln,
Kas. Small-town and rural patronage.
to live and pay film rental when all keys,
have bled any semblance of profit from any
possibilities. Played Fri., Sat. Weather: Clear
and cold.—Mayme P. Musselman, Roach Theatre,
Lincoln, Kas. Small-town and rural pa-
UNIVERSAL-INTERNATIONAL
Abbott, CosteUo Meet Dr. Jekyll, Mr. Hyde
tronage.
(U-D—Bud Abbott, Lou CosteUo, Boris Karloff.
Beneath the 12-Mile Reef (20th-Fox)— Turned out to be a lot of fun for the
customers. Business was satisfactory. Played
Robert Wagner, Terry Moore, Gilbert Roland.
Tues., Wed.—Pi-ank Sabin, Majestic Theatre,
Very good Cinemascope but no business. Just
Eureka, Mont.
can't do any business on Fox pictures. Very
clear with my Cinemascope lens. Played Bengal Brigade (U-I)—Rock Hudson,
Thurs., Fri., Sat. Weather: 10-15 below.—Leo Ai-lene Dahl, Ursula Tliiess. The "Rock
A. Backer, Valley Theatre, Browns Valley, Hudson addicts" were sort of let down in this
Minn. Farmer patronage.
one. This is fair but not good enough for
a Sunday playdate. If you use, play midweek.
Played Sun., Mon. Weather: Cold.
Beneath the 12-MUe Reef (20th-Fox)—
Robert Wagner, Terry Moore, Gilbert Roland.
A Cinemascope production with lots of
Michael Chiaventone, Valley Theatre, Spring
Valley, 111. Population 5,000.
pack and excitement. Playing this second run
didn't do us any good. But if you are situated
to play it first run, you should do all
right. Played Wed., Thurs., Fri. Weather:
Cold.—Robert Klinge, Uptown Theatre, Sedalia,
Mo. Medium-sized town and rural patronage.
Black Widow (20th-Fox')—Ginger Rogers,
Van Heflin, Gene Tierney. Cinemascope puts
this picture over. In black and white it would
just be another picture. Photography and
acting very good but not for small towns.
Lost my shirt. Played Tues., Wed. Weather:
Cold.—W. L. Stratton, Lyric Theatre, Challis,
Ida. Population 700.
The Gambler from Natchez (20th-Pox Panoramic)—Debra
Paget, Dale Robertson,
Thomas Gomez. Another "big" small town
picture from Panoramic. Don't be afraid of
It's ideal. Acting wonderful. Dale Robertson
and Debra Paget really a great team
it.
in this one. Business good. Played Wed.,
Thurs. Weather: Nice.—Michael Chiaventone,
Valley Theatre, Spring Valley, 111. Population
5,000.
UNITED ARTISTS
The Golden Mistress (UA)—John Agar,
Rosemarie Bowe, Abner Biberman. Plenty of
action, in color, and a good looking girl. Did
okay on weekend. Played Sat. Weather:
Okay.—D. W. Trisko, Runge Theatre, Runge,
Tex. Small-town and rural patronage.
Gun Belt (UA)—George Montgomery, Tab
Hunter, Helen Westcott. Good western in
Technicolor. Pretty short but I added two
cartoons and a two-reel comedy which made
a fair program. Westerns do pretty good here
as a rule. If you have a western situation,
you can use this one, but don't expect too
much. Played Fri., Sat. Weather: Cold.—
F. L. Murray, Strand Theatre, Spiritwood,
Sask. Small-town and rural patronage.
Heidi (UA)—Elsbeth Sigmund, Heinrich
Gretler, Thomas Klameth. Seemed to go over
okay. Kid business 300 per cent. Enough
adults to make above average Sun., Mon.
Would recommend for midweek, without
matinees.—Ben Spainhour, Twilight Theatre,
Greensburg, Kas. Population 1,500.
Jesse James' Women (UA)—Donald Barry,
Peggie Castle, Jack Beutel. Color good.
Terrific fight scene with two women. Did
average business. We used it one day, but
don't be afraid of it. If they like Jesse
James stories in your town, you'll get them in.
Played Tues. Weather: Cold.—Michael
Calls for Sharp Scenes
At Beginning of Reels
In these days of multiple lens changes,
the editing departments could certainly
help the exhibitor and the projectionist
put on a more satisfactory show by seeing
to it that there is a good sharp scene at
the beginning of the first two reels at
least—each reel if possible. Fox's trademark
and Cinemascope signature do very
well for their first reel, but it seems most
of their second reels open on a big scene
and it takes the operator a little while
to get it properly adjusted. Even with the
best of lenses and stop rings on all of
them, some focusing is usually needed on
a lens change and a sharp scene would
facilitate it.
The Charm Theatre
Holyrood, Kas.
PAUL RICKETTS
Bengal Brigade (U-D—Rock Hudson,
Ai-lene Dahl, Ursula Thiess. I don't know
who cares what happened to either England
or Asia in 1860, I found out that my pata-ons
don't. What a waste of the wonderful talent
of Rock Hudson by casting him in this.
Played Fri., Sat. Weather: Very good.—C. H.
"Buck" Pryce, Alma Theatre, Alma, Wis.
Small-town and rural patronage.
Border River (U-D—Joel McCrea, Yvonne
De Carlo, Pedro Armendariz. The folks I love
the best in Fruita think Mr. McCrea is tops
in western roles, but they prefer him in more
of the family type than this. However, with
McCrea, De Carlo and Alfonso Bedoya doing
a stellar job with what story they had and
against a backdrop of our wonderful local
scenery, this satisfied most folks. Playing it
after it had been milked all over the county
left us as usual with too little business for the
tab Universal tacked onto it. Played Sim.,
Mon., Tues. Weather: Nice.—Bob Walker,
Uintah Theatre, Fruita, Colo. Small-town and
rural patronage.
Dawn at Socorro (U-D—Rory Calhoun,
Piper Laurie, David Brian. A good enough
picture but the season's worst cold spell took
its toll. Friday evening before this we had
the worst norther of the season move in.
Played Sat. Weather: Cold and windy.—D. W.
Trisko, Runge Theatre, Runge, Tex. Smalltown
and rural patronage.
East of Sumatra (U-D—Jeff Chandler,
Marilyn Maxwell, Anthony Quinn. This picture
is called a drama in Technicolor but tl
picture has plenty of action, moves at a fa
pace throughout the whole of the picture
never a dull moment. Beautiful color and
good picture. That's what I says. Playi
Fri., Sat. Weather: Good.—F. L. Murra
Strand Theatre, Spiritwood, Sask. Sma.'
town and rural patronage.
The Yellow Mountain (U-D —Lex Barke
Mala Powers. Howard Duff. Here is a ve
good western in color. Everyone liked
made a mistake by playing it only one da
Played Wed. Weather: Fair.—Leo A. Bai
Valley Theatre, Browns Valley, Minn. Fi
patronage.
WARNER BROS.
Dragnet (WB)—Jack Webb, Ben Alexai
der, Ann Robinson. Good. Very good. Tt
will get them away from their "Squat ai
Squinter" set. Book it and be happy. By W
way, that word "squinter" is a new one ton
but it is about the only word I can drea
up to describe the way a TV pictm-e lool
Played Sun., Mon.—Joe Faith, Linn Theati
Linn, Mo. Small-town and rural patroni^j
Drum Beat (WB)—Alan Ladd, Audrey
ton, Marisa Pavan. This pictm-e in Cineiji;|
Scope is tops as an outdoor drama. It is
picture that will satisfy your action fans
well as the seldom come crowd. Picture d;
a little better than average on a three-d;j
run, but with the excessive terms the pr[
ducers demand these days, you cannot cor!
up with anything to pay on the mortga^
Play it if you can buy it right. Played Thur
Fri., Sat. Weather: Good.—W. L. Strattc
Lyric Theatre, Challis, Ida. Small-town ai
rural patronage. i
Drum Beat (WB)—Alan Ladd, Audrey Dij
ton, Marisa Pavan. Just a good average west
ern and not worth the percentage we pay ft
this type of picture. As usual, barely bro
even. Small-town theatres shouldn't be r
quired to pay percentage terms on any pi
ture. No profit in it. Played Sim., Mo:
Tues. Weather: Chilly, windy.—Ida and Wf'
Breitling, Comfrey Theatre, Comfrey, MiE
Small-town and rural patronage.
Duel in the Jungle (WB)—Dana Andrev
Jeanne Crain, David Farrar. Warners advej
tised this as a picture which took three s:
faris to make. Maybe so, but I couldn't s
it. It's a good picture with a few anims
thrown in for good measure. Played We^
Thm-s., Fri., Sat. Weather: Cold.—Hare
Bell, Opera House, Coaticook, Que. Sma.
town and rural patronage.
MISCELLANEOUS
|
Anna (IFE)—Silvana Mangano, Raf Va,
lone. Gaby Morlay. I don't know what I'j
doing playing these foreign films, but
all fau-ness to this picture it's an extra g«
movie for a dubbed-in film. My few patl^I^I
'^
who came enjoyed it very much and they
so.—W. S. Fuiok, Star Tlieatre, St. StepM
S. C. Population 1,000. fj:
Fangs of the WUd (LP)—Onslow Staffilij
Margia Dean, Charles Chaplin jr. Here |
a nice action picture with a dog starl*'
pleased on Fi-iday and Satm-day and shou
draw and do business any place. No b
stars, but a good story. Played Fri.. Si
Weather: Good.—E. M. Preiburger, Dew
Theatre, Dewey, Okla. Small-town patronag
The Westerner (Goldwyn Reissue)—Ga
Cooper, Walter Brennan, Doris Davenpp
Here is an old reissue western w'ith Ga
Cooper that outgrossed all new pictures I'
played on Sunday, Monday in past thr
months. The public claims they want ne,
pictures, but do they? Played Sun., "Mo
Weather: Warm and cloudy.—Terry Axlf
New Theatre, England, Ark. Small-town ai
rm-al patronage.
BOXOFFICE BookinGuide
:
7j

.
1
)
IB rerprctive onatysis of lay and trodcpress reviews. The plus and ml
oudiencc closstftcation is not rated. Listings cover current reviews
., -inly;
"£ cportmcnt serves also as an ALPHABETICAL INDEX to fcofure rclc.
• fure Guide Review page number. For listings by compony, in the order
signs Indicote degree of
>ught up to dote regularly.
Numeral preceding title
release, sec Feature Chort.
mim
Very Good; ' Good; -*^ Foir; - Poor; - Very Poor In the summary
i
Is rotcd 2 pluses, ~ as 2
A
n;3liolt And Coslello Meet the Keystone Kops
(80) Comedy U- 2- 5-55 +
jjijvenlures of Hajii Baba, The
Drama (93) 20th-Fox 10-16-54 ±
a'.lventures of Robinson Crusoe (90) Drama UA 6- 5-54 4+
± =£ + ± ff
* - ± S+5-
++ ++ + M+1-
^ventures of Sadie, The ( .
Comedy
20th-Fox
jHlrian Manhunt (65) Adv-Drama Rep 2-26-55 -
SO;;da (110) Musical I.F.E. 7-31-54 +
ir Striice (. .) Drama LP
SBIvvays a Bride (83) Comedy U-l 6- 5-54 +
a; iieritano, The (87) Drama RKO 1-8-55 +
njela (
.
. ) Drama 20th-Fox
animal Farm (75) Satire DCA 1-15-55 +
;3, inaiiolis Story, An (SI) Drama AA 3-26-55 +

REVIEW DIGEST
++ very Good,- + Good,- ± Fair,- - Poor,- = very Poor. In the summary ++ is rated 2 pluses, = as 2 minuses.
ol H tt ^ o Km|x^>iZ3:tti^Eza!^ o.* iZ k ^ a £mx£l>iZz£
liS3 Gypsy Colt (72) Drama. .MGM 1-30-54 +-

Fe Passaoe ( .
++ Very Good; + Good; — Foir; — Poor; — Very Poor In the summary H i$ rated 2 pluses, — as 2 minuses.
KtV It^Mf UluCST
(in, Tlie (92) Drama 20lh-Fox
9iig Blood (76) Drama 20th-Fox
ii at Dawn (87) Western RKO
(!. The (82) Drama 20th-Fox
li Into Laramie (82) Drama Ul
\
Window (112) Drama Para
I Garters (90) Musical Para
i Ri«» Shore ( 54) Western Rep
irn From the Sea (80) Drama AA
im to Treasure Island (75) Drama... UA
(nge of the Creature (82) Drama U-l
i^sody (115) Musical-Drama MGM
t'chet Romance (80) ComeO/ U-l
t Clear of Diablo (SO) Drama U-l
^ij Shotoun (75) Western WB
i of Fear (93) Drama WB
ij- Beit (73) Drama LP
)l of No Return (90) Drama
'CmemaScope)
20th-Fox
Ritrs' Roost (..) Western UA
itt Man. Ttie (SO) Drama 20th-Fox
1 e Cop (92) Drama MGM
w and Juliet (140) Drama UA
ie'i Bump (71) Comedy-Fantasy. ... Rep
Marie (102) Musical (CinemaScope) .
MGM
for Cover (92) Drama Para
3
s
Mil (81) Drama UA
b| na (113) Drama Para
Girl ^•t Friday, The (68) Drama... RKO
iiof the Earth (94) Documentary IPC
U
1
. ) Western Rep
la en Blade (76) Drama Col
iatchewan (88) Drama U-l
ic'l Soear. Tfie (78) Drama UA
>A:hase, The ( ) Drama WB
Ml of the Incas (101) Drama Para
lijily Risk (69)> Drama AA
ieole Uprising (74) Western Col
U Angry Men (90) Drama AA
5i^ Brides lor Seven Brothers (103)
jisical (Cinemascope) MGM
Bijhai Story, The (90) Drama Rep
Wiolt, The (91) Drama Rep
Bi| for Murder (82) Drama UA
Sl^jn (SO) Drama AA
Si( at Red River, The (86)
>ma
Si|>t the Pagan (92) Historical
20tti-Fox

.
.
.
.
.
.
£BTU}]£ \^\\m
Feoture producHons by company in order of release. Number in squore is notional release dote. Runnij
time is in parentheses. Letters ond combinations thereof indicate story type as follows: (C) Comedy;
Drama; (AD) Adventure-Drama; (CD) Comedy-Drama; (F) Fantasy; (M) Musical; (W) Western; (SW) Sup,
western. Release number follows, y denotes BOXOFFICE Blue Ribbon Award Winner. Photograpli
Q Color; -^y 3-D; a Wide Screen. For review dates and Picture Guide page numbers, see Review Digest.
ALLIED
ARTISTS
3] Jungle Gents (64) C. .5420
Leo Goreey, Huotz H»ll, Laurette Lue>
iTwo Guns and a Badge (69). .W. .5427
Wayne Morris, Damian OFlyim, B. Barcroft
COLUMBIA
©Block Dokotas, The (65) W..721
Gary .MiTriU, Wanda HendriA. John Bromfleld
©Bullet Is Woiting, A (82) D..712
Jtan Siminon.s. Rory Calhoun, Stephen McNally
©Coine Mutiny, The (125) D, .701
Humphrey Bogart, Van Johnson, Jose Ferrer
Human Desire (90) D. .710
Glenn Ford, Gloria Grahame, B. Crawford
LIPPERT 3 |g
d) Terror Ship (72) W. .5330
William Lundlgan
SI Silent Raiders (65) D. .5404
Richard B.4rtlett, Earle Lyon, Jeanette Bordeaux
@ Unholy Four, The (80) D. .5401
Paulette Goddard. William Sylvester
M-G-M
©Betrayed
1 (108)
Lana Turner. Clark G.ible, Victor
U©aBrigadoon (108)
Gene Kelly, Van Johnson, Cyd (jiari
[S Human Jungle, The (82) D. .5501
Gury Merrill, Jan Sterling, Pauls Baymond
On the Waterfront ( 1 08) D . . 702
Marlon Brundo, Karl Maiden, Lee J. Cobb
©Three Hours to Kill (77) W. .720
Dana Andrews. Donna Reed, Diane Foster
m Deadly Game, The (63) D . . 5402
Lloyd Bridges, FInlay Currie, Slmone Silva
ID Rogue Cop (92)
Rnl)ert Taylor, George Raft,
13 Bob Mothias Story, The (80). .D. .5502
Bob Mathias, Diane Jergens. Ward Bond
l©Beau Brummell (107)
Elizabeth Taylor, Stewart Granger
m Target Eorth (75) D. .5503
Virginia Grey. Richard Crowley
Denning, K.
Affairs of Mcssalina, The (106). .0.
.Maria FelL\, Georges Marchal
©Block Knight, The (85) D..719
Al.an Ladd, Patricia Medina, Morrell
A.
Cannibal Attack (69) D. .718
Walsh, Darid Johnny Weissmuller, Judy
©Fire Over Africa (84)
Bruce
D. .716 m The Siege (63)
Maureen O'Hara, Macdonald Special cast
Carey
©Athena (96) ,
Jane Powell, Vie Damone, Debbie 'MM
©Lost Time I Saw Paris, The
(116)
Elizabeth Taylor, Van Johnson, Dpnr
Phffft (88)
C..715
Judy Holliday, Jack Carsen, J. Leminoo
©They Rode West (84) W..717
Robert Francis, Donna Reed, Phil Carey
(S Crest of the Wove (91)
Gene Kelly, John Justin, Jeff Richarc
©Deep in My Heart (132).
Jose Ferrer, Merle Oberon, Helen Tra
8 ©Black Pirates (74) D . . 5407
Anthony Dexter, Con Chaney, Robert Clarke
g] Bowery to Bagdad (•64) C. .5421
Leo Gorcey, Huntz Hall, Eric Blore
Bamboo Prison, The (80) D. .731
Robert Francis, Diane Foster, KeltA
Brian
©Mosterson of Kansas (73) W. .
George Montgomery, Nancy Gates, David Bruce
©Violent Men, The (96) W..735
Glenn Ford, B. Stanwyck. E. G. Robinson
HI They Were So Young (80). . . .D. .5406
Scott Brady, Raymond Burr, Johanna Matz
a ©oBad Day ot Block Rock (82;
Spencer Tracy, Robert Kyan, Anne F'
Si Big Combo, The (89) D. .5508
Cornel Wilde, Jean Wallace, Richard Conte
©Pirates of Tripoli (72) D. .706
Patricia Medina, Paul Henreld
©Ten Wanted Men (80) W. .725
R.indolpli Scott, JocehTi Brando, Richard Boone
Women's Prison (80) D. .726
Ida Lupino. Howard Duff, Jan Sterling
©Jupiter's Dorling (95)..
Esther Williunis, Hu'vai.i Keel. Geor
©Many Rivers to Cross (95)
Eleanor Partner, Robert Taylor
S Dial Red O (62) D. .5509
Helene Bill Elliott, Keith Larsen,
m Big Tip Off, The (77)
Stanley
D. .5512
Ricliard Conte, Virginia Grey, Constance Smith
gll Seven Angry Men (90) D. .5511
Itjiymond Maasey. Debra I'aget, J. Hunter
©Annapolis Story, An (81) D..55I3
John Derek. Diana Ljun, Kevin McCarthy
High Society (61) C. .5514
Leo Gorcey, Huntz Hall, Amanda Blake
©Shotgun (80) D. .5515
Sterling Hayden, Scott
Y. De Carlo, Z.
Detective, The (86) CD. .
Alec Guinness, Joan Greenwood, Peter Flncb
U©i=iLong Gray Line, The (138).D. .
(pre-release)
Tyrone Power, Maureen O'Hara
New Orleans Uncensored (76). . .D. .730
Arthur Franz, Beverly Garland. M. Uazurkl
©Wyoming Renegodes (73) . . . W. . 727
Phil Carey, Martlu Hyer, Gene Evans
Jungle Moon Men (70) AD. .
Johnny Weissmuller, Helene Stanton
©Three for the Show (93) M. .
Betty Grable, Marge and Gower Champion
! Silver Star, The (73) W. .5411
Edgar Buchanan. Marie Windsor, L- Chaney
1
Thunder Over Songolond (73) AD. .
Jon Hall, Ray Montgomery, Jlarjorie Lord
i Gloss Tomb, The (59) D . . 5409
John Ireland
Blockboord Jungle, The (100).
Glenn Ford, .\nne Francis, Louis Cla
[g©aHit the Deck (112)
J.me Powell, Tony .Martin, Debbie
©Interrupted Melody (106).
Eleanor Parker. Glenn Ford, Rogd
m ©Gloss Slipper, The (94). . . M
Leslie Caron, .Michael Wilding, EjS
Los Vegas Shakedown (77) D. .5516
Dennis O'Keefe, Coleen Gray, Chas. Wlnnlnger
5I0Skobengo (61) Doc. .5518
Cell 2455, Deoth Row (77) D. .739 (S Air Strike (. .) D. .5413
William Campbell, Marian Carr, Katllryn Grant Richard Denning. Gloria Jean. Don Hiigerty
End of the Affair, The (106) D. .724 SI Phantom of the Jungle (75). .AD. .
Deborah Kerr. V-an Johnson. John Mills
Jon Hall, Ray Montgomery, Anne Gwynne
©Seminole Uprising (74) AD. .743
George Montgomery, Karln Booth
Tight Spot (97) D. .728
Ginger Rogers, E. G. Robinson. Brian Eeltk
Body Snolchers, The D. .
Kevin McCarthy, D;iiia Wyntcr, Carolyn Jones
Cose of the Red Monkey D.
Richard Conte, Bona Anderson
Dork Venture (79) D. .5517
Kranti Lovejoy, Peggie Castle, Forrest Tucker
Lord of the Jungle AD. .
Jolmny Shetfleld, Wayne Morris, -Nancy Hale
Phenix City D. .
Uidiard Kiley, Kathn'n Grant. John Mclntire
Spy Chasers C .
Leo Gorcey. Huntz Hall, Us* Darts
©Worrior, The D. .
Brrol Flynn, Joanne Dru, Peter Finch
©Wiehito
SW.
Joel McCrea, Vera Miles, Peter Qrarea
Women's Reformotory D.
Beverly Michaels, Tom Drake, Carole MatttMffs
©Bring Your Smile Along M.
Franbie Laine, Keefe Brasselle. Connie Towers
Congoceiro (Bandit, The) (92).. D..
Alberto Ruschel, Martsa Prado, M. Rlbelro
Chicago Syndicate D. .
Dennis (I'Keefe. Xavier Cugat, Abbe Lane
Five Agoinst the House D.
Guy Madison, Kim Novak. Brian Keith
©Gun That Won the West D. .
DennLs Morgan, Paula Itayraond, R. Denning
It Come From Beneath the Sea. .D. .
Faith Domergue. Kenneth Tobey, Ian Keith
©rziMan From Loromle, The....D..
James Stewart. Cathy O'Donnell, Donald Crisp
©My Sister Eileen MC. .
Janet Leigh. Jack Lemmon, Betty Garrett
©Prize of Gold D .
Richard Wldmark. Mai Zetterllng
©Rebound D. .
Stewart Granger. Jean Simmons
King Dinosaur (59) D. .5418
Bill Bryant, Wanda Curtis
Lonesome Troll, The (..) W. .5416
John Agar, Wayiie Morris. Margia Dean

. . C . .
.
.
. . . C.
.
.
.
. D
D
.
.
FEATURE
CHART
(AMOUNT
iiTwindow (112) D. .5401
I simart. Grwe Kelly. Thelma lUtter
RKO RADIO
REPUBLIC
J Shonghoi Story (90) D. .531 1
IMiiKiH'l lirlin. liuUi Jaecliel
R. (I
3 Tobor the Groot
Roman.
(77) D. .5309
Cbarleo Drake, Karla Booth, Shields
Arthur
20TH
CENTURY-FOX
no (113) CD.. 5402
hfty Bwlrt. Audrey Hepburn, W. Holden
[C GPossion (84) D..503
Ciinicl Willie, Yvonne lie Carlo, Lon Chaney
OThis Is My Love (90) D . , 504
Lliiila ll.irncll, Dan Duryea. Kalth Uomergue
OcAdventuros of Hojii Bobo,
The (93) D. .424
Jolui Derek, Klalne Steuirl, Thoma.'i Gomez
fj OaWoman's World (94) CD. .421
tniflon Webb. June Allyson, Cornel Wilde
©Cattle Queen of Montana
(88) W. .505
Barbara Stantrydi,
lionald Beagan, Lance fuller
Black 13 (75) 0, .428
I'eter IJeynoUls, Rona Anderson, Lena Morris
©oBlack Widow (95)
D..423
Van ilcflin, Giniier Rogers, Gene Tlcrney
g OcjOesirec (110) D. ,425
Marlon Hrando, Jean Simmons, .Merle Oberon
©Outlaw's Doughter, The (75). .W. .427
Bill Williams, Jim Davis, Kelly Ryan
r^White Christmas (120). .M. .5403
llOosby. I>. Kaye, R. Clooney. Vera-Ellen
g ©Trouble in the Glen (91) D..53I3
.Margaret Lorkumxl, P. Tucker, V. McLaglrii
m Atomic Kid, The (86) C. ,5314
Mickey Rooney, Robert Slraus.s, Elaine Davis
[Hi Hell's Outpost (90) W. .5315
Rod Cameron, Jcin Uslie, ehlil Wills
Devil's Harbor (71) D, .429
.Uliii, Hichard Greta Gvnt, .Mary Gcrmaine
Other Woman, The (81) D. .430
( lliico llaa li.. MnDre. Ivince Fuller
SS t/QaThcre's No Business Lik*
Show Business (117) M..501
frthel Merman, Dan Dailey, .MarilsTi Monroe
ijhre* Ring Circus (110)..
bn and Levels, Zsa Zsa Gabor
li African Manhunt (65) AD, ,5430
Karin Booth, John ICellogg, Elliot
Ross
Trouble in Store (86) C, ,5431
3?
Margaret Rutlierford, Norman Wisdom
©aCormen Jones (105) M. .422
Harry Belafonte, Pearl Bailey, Dandrldge
D.
©cuPrinee of Players ( 1 02) . . . 502-5
Richard Burton,
Magi;ie McNamara, John Derek
/(ridges at Toko-Ri, The
r35)
n n Holden,
D..5405
Krcdric .March, Mickey Eooney
S Tarzan's Hidden Jungle (72). . . .D. .507
Gordon Scoll, Vera Miles, P. Van Eyck
i; OaUnderwater! (99) D. .506
Jane Russell. Gilbert liolaiid. Richard Egan
Corolino Connonball
i
(74) C. ,5326
Judy Canova, lil-^ Elliot, Andy Clyde
i
Square Ring, The (73) D , . 5432
Jack Warner. Jo.an Collins, Robert Bcatty
3 ©i=iRacers, The (92) D. .505-8
Ivirk Douslas, B. Darvi, Gilbert Roland
©CDWhite Feather (102) W. .503-3
Robert Wagner, D. Paget, J. Lund
5(iquest of Space (80) AD. .5407
St! Brooke. WUIiam Kedlleld, G. Johnson
!«(try Girl, Tlie (104) D. .5409
111 Crosby, Grace Kelly, William Holden
©Yellowncck (83) D. .
[9]©aUntamed (112) D. .507-4
Tyrone Power, Susan Hayward, Richard Bgan
m ©oRoge at Down (87) W..511
Randolph Scott, Mala Poivers, Forrest Tucker
«

.
.
.
.
.
.
.
,
5
tenii
li-
FEATURE
CHART
UNITED ARTISTS
©Jesse James' Women (83). . .W. ,5435
Hon Barry, Peggie C'a-SIle, Jack Beutel
©Golden Mistress, The (82) D. .5437
John Agar. Rosemarie Bone, Kiki
©Khyber Potrol (71) D. .5419
Richard Egan. Ua»n Aadams, Patrlc Knowles
Suddenly (77) D. .5436
Frank Sinatra, Sttrllng Hayden, Nancy Gates
Barefoot Contesso, The (128) D. .5440
Bogart, .\va Gardner. E. O'Brien
Hiimplirey
U Little Kidnappers, The (93) . . D. .5439
J. Adricnne Corrie, Wlyitley. V. Winter
Operation Manhunt (77) D. .5441
J. Harry TonTies. Irja Jensen, Aubucbon
©SiMing Bull (105) W..5434
J. Dale Robertson, Carrol Nalsh
Shield for Murder (82) D. .
Edmund O'Brien. Maria English
Snow Creature (70) D. .5447
I'aul LanJuri. Leslie Denlson
Twist of Fate (89) D. .5446
Ginger iiti::ers. Jacques Bergerac, Herbert Lom
©White Orchid, The (81) D. .5414
William LundiEan. Teggle Castle
©You Know Whot Sailors Are
189) C. .5445
©Romeo ond Juliet (140) D..5449
Laurence Harvey. Flora Kobison. S. Shentall
Steel Cage, The (80) D. .5443
Paul Kelly, M. O'Sullivan, W. Slejak
Battle Taxi (82) AD. .5502
Sterling Havden, Arthur Franz, M. Thompson
©Beoehcomber, The (82) D. .5501
Hobcit Newton. Glynis Johns, Donald Blnden
Black Tuesday (80) D. .5450
E. G. Robinson, Jean Graves -
©Vera Cruz (94) AD. .5448
Gary Cooper, Burt Lancaster, Denlse Darcel
Canyon Crossroads (83) W. .5506
IllcJiard Basehart, Phvllis Kirk, Russell Collins
Good Die Younp, The (100) D. .5505
John Ireland. Gloria Grahame, L. Uarvey
©Saboka (81)
D..5504
Boris Karloff, Victor Jory, B. Denny
Big House, U.S.A. (82) D. .5507
Broderick Crauford, Ralph Meeker
Marty (93) D. .5509
Ernest Borgnine, Betsy Blair
©Stranger on Horsebock (66). .W. .5508
Joel McCrea, Mlroslava, Kevin McCarthy
Bullet for Joey, A (85) D. .5510
E. 0. Robinson. George Rart, Audrey Totter
©Li:acs in the Spring (. .) M. .5511
Errol Plynn, Anna Neagle, David Farrar
©Purple Plain, The (100) D..5503
Gregory Peck, B. Ue Banzic, Win Mlji Than
Kiss Me Deadly (105) D. .5513
Ralph Meeker. Clorls Leachman, Albert Decker
©Robbers Roost ( . . ) W .
Gen. Monlgnmciy, Bruce Bennett, B. Boone
©Tiger ond the Flame (. ,) D. .
Filmed In India ivlth native cast
Top of the World (. .) D. .
Dale Robertson. Evelyn Keyes. Frank Lovejoy
©aAlexonder the Great D. ,
Rlrh.ird Biirlon. (Inlre Bloom, Fredric March
Brass Ring, The D. .
Fatley Gr-mg.r. Atilhnny Anne Bancroft
Quinn.
©Gentlemen Marry Brunettes M. .
Jane Russell. Jeanne Craln, Scott Brady
GaKentuckion, The D .
llMfl l.ania,l.'r. Plana Lynn, Una Mcrkel
Night of the Hunter D. .
Mltrlmm, shilley Lillian l:(,lKri Winters, Gldi
Not As o Stranger D..
l:.'lHri Mitcimm, Olhla F. Sinatra
de llavllland.
Othello D. .
lU'nri Welles, Suzanne Ctouller, F»y Compton
Sea Shall Not Hove Them, The D. ,
.Mh'hael Redgr.ivc, Dirk Bogarde, Anthony BtMl
rStor of India D
(drne! Wlhle. Jean Wallace, Herbert Lom
©Summertime CD, .
Kalharlip ll.-nl>iirn Rn«s«no Rraral. Marl Aldon
Naked Alibi, The (86) D, .431
Sterling Hayden, Gloria Grahame. Gene Barry
©Bengal Brigode (87) D. .434
Ruck Hudson. Arlene Dabl, Theiss
Ursula
©Four Guns ot the Border (87), ,W. .502
Rorv Calhoun, Colleen Miller, G, Nader
Ricochet Romance (80) C. .504
CJiill Marjorie Main, Wills, Budy Vallee
©Sign of the Pagan (92) D . . 505
Jeff Chandler, Jane Russell, Dan Duryea
©Yellow Mountain, The (78) W. .510
Lex Barker, Mala Powers, Howard Duff
©Destry (91) W. .508
Audie Murphy, Bcttger
.Mari Blanchard, Lyle
©So This Is Paris (96) MC..507
Tony Curtis. Corinne Calvet. Nelson
Gene
©West of Zanzibor (83) D. .501
Anthony Steel, Bhelia Sim
Abbott and Costello Meet the
Keystone Kops (80) C..513
Abbott and Costello, Lynn Barl
©Far Country, The (97) D, ,511
James Stewart, Ruth Roman, Brennan
Walter
Six Bridges to Cross (99) D, .512
Tony Curtis, Julia Adams, George Nader
©Captain Lightfoot (92) D. .514
Rock Hudson. Barbara Rush, Jeff Morrow
©Land of Fury (82) D. .509
Jack Hawkins. Glynls Johfls, Noel PurceQ
©Smoke Signal (89) W. .516
Dana Andrews. Piper Laurie, William Talman
©Chief Crazy Horse (86) SW. .517
Victor Mature. Suzan Ball, John Lund
Ma and Pa Kettle at Waikiki
(79) C. .519
Marjorie Main, Percy Kilbride, Lorl Nelson
©Mon Without a Stor (92) SW. .520
Kirk Douglas, Jeanne Crain, Claire Trevor
Cult of the Cobra (82) D. .
Faith Dom^rgue, Richard Long, K. Hughes
Looters, The (87) D,.524
Rory Calhoun. Julie Adams, Ray D.anton
-S/Revenge of the Creature (82). .D. .521
John Agar, Lorl Nelson, John Bromfleld
©Ain't Misbehovin' M. .
I'liier Laurie. Kory Calhoun. Jack Carson
© All Thot Heaven Allows D .
Jane Wjnjau, Rock Hudson. Colleen JUIler
©Foxfire D. .
Jeff Chandler, Jane Russell. Dan Duryea
©Lady GodiVa of Coventry D. .
Maureen (I'llara, Groree Nmlcr, V. McLiglen
©Man From Bitter Ridge (78),, W..
Lex Barker, Mara Corday, Stephen McNally
©One Desire D .
Anne liavter. Rock Hudson. Julie Adams
©Private Wor of Major Benson. D. .
Chiirllnn llestnn. Julie Adams. William Demarest
©Purple Mask, The D .
T.in.i Curiis, ( ollwn .Miller. Angela Lansbury
©This Islond Earth (87) D..527
Rl's IbMMtn, Faith Dnmcrgue, Jeff Morrow
©To Hell and Back D. .
(iNli.. Miir.ilu- Hinrlec Prukf
WARNER BROS.
UNIVERSAL-INT'L.
©oBlack Shield of Falworth,
la ©Drognet (90) D. .401
The (100) D. .430 Jack Webb, Ben Alexander. Ann Robinson
Tony Curtis, Janet Leigh
©Down at Socorro (80) D. .431
Rory Calhoun, Piper Laurie, David Brian
High and Dry (93) C, .486
Paul Douglas, Alex JIacKenzle, J, Copeland
j
©Bounty Hunter, The (79). . . .SW. .402
Randolph Scott. .Marie Windsor, D. Dorn
i ©aTraek of the Cot ( 1 02) .... AD .. 405
Robert Mitcbum. Diana Lynn. Teresa Wright
[TJ ©Young at Heort (1 17). . . .MC-D. .409
Doris Day. Frank Sinatra, E, Barrymore
i©aStor Is Born, A (154) MD. .403
Judy Garland, James Mason. Jack Carson
[H ©aSilver Chalice, The (137) D. .408
Virginia Mayo, Jack Palance. Pier Angeli
S Unchained (75) D. .412
Chester Morris. Barbara Hale, Elroy Hlrsch
SQoBottle Cry (148)
D..411
Van Hellin, Aldo Ray, Tab Hunter
O New York Confidential (87) D..413
Brod Crawford, Anne Bancroft, Richard Conte
©East of Eden (117) D. .414
Julie Harris, James Dean. Raymond Massey
i ©Strange Lody in Town ( 11 2). W.. 41
Greer Garson, Dana Andrews. Cameron Mitchell
©Seo Chase, The D, .
John Wayne, Lana Turner, Tab Hunter
©Tall Man Riding W.
Ramlolph Scott. Dniothy Malone, Peggie Castle
©Blood Alley D .
©Helen of Troy D ,
John W.iyne, Lauren Bacall, AnlU Eekbcrg
Rossana i'odesta, Jacques Sernas, C, llardwlcke
I Died o Thousond Times D, ,
Waller Abel, Keverly Garland. Perry Lopea
©Jagged Edge, The (..) D..
Jack Pal.Mice. Sliillcv Uinlers. Lee Marvin
©Land ol the Phoroahs (..).. D . .
Jack ll.iwkiin. Joan Collins. Dewey Martin
©Mister Roberts ( . , )
Henry Fonda. James Catney. William PoweH
©McConnell Story, The D, ,
Alan Laild, June Allyson. Jaracs Whlimore
©Moby Dick D, .
Gregory Peck, R. Basehart, Orson Welles
River Changes, The D. .
Ross.tna Rory, Haral Maresch
Target Zero D . .
MISCELLANEOUS
AMERICAN RELEASING CORP]
Fast and Furious (74). .
John Ireland, Iniiothy Malone, Bruce (\ku'
©Five Guns West (78)
John Lund, Dorothy .Malone, Paul Blr.
ASTOR
Master Plan, The (. .)
Wajne Morris, Tilda Tbamar
Sleeping Tiger, The (89)
,\le.\i3 Smith, Alexander Knox. D. Bi
BUENA VISTA
©Lady and the Tramp
(76) Cart..
Story of two dogs
©Vanishing Prairie (71) D
©20,000 Leagues Under the
Sea (128) D. .„
Kirk Douglas. James Mason, P, Lukas >T
CARROLL
Four Ways Out (77)
Gina Lollobri-ida. Renato Baldinl, c
©Out of This World (75) Doc,
CONTINENTAL DISTRIBUTING
©To Paris With Love (78),, C,
AJcc Guiiui.'ss, O.lilt VirJM
Silvana I'ampanini. Luigi Pavese. A: "
©Theodora, Slave Empress
(88) . .D.
male, George Man*
Too Young for Love (88). . .
Marin Vlady. P, M, Beck, Aldo PaHrii
Woyword Wife (91) D,
Gina LciUobrigida, Franco InterlengU
VISUAL DRAMAS, INC!
Gangbusters (77)
D.'.
Myron Healy, Don C, Harvey. Sam Ed
REISSUES
COLUMBIA
Miss Grant Takes Richmond
(87)
Lucille Ball, William Holden
©Return of October (89)..
GIciHi Ford, Terry .Moore
MGM
Anchors Aweigh (..) M.
GfUf Kelly, Frank Sinatra
Comille (1 10) D
Gnto Garho. Robert Taylor
Woman's Face, A (106) D
Joan Crawford. .Meliyn Douglas
PARAMOUNT
©Reap the Wild Wind (124). D.
John U.iMii'. Susan Hajward, Bay Mllld
RKO RADIO
Berlin Express (. .) D. .tir,
Robert Ryan, .Merle Oberon, Paul Lu^
Bringing Up Baby (,,) D
Cary Grant, Katharine Hepburn
Informer, The (. .) D
Victor MiLaglen. Preston Foster
I Remember Mama (..) D.
Irene Dunne. Barbara Bel Geddes
©She Wore a Yellow Ribbon
(103) D
Henry Fonda. Joanne Pru
20th CENTURY-FOX
Belle Starr's Doughter (85).. W..
George Monlgoniers. Ituth Roman, ;;
Coll Northside 777 ( ..)
I
James Steiiart, llikn Walker
Dokoto Lil (88) V
r.rortf Montgnmcrv. M.lrlp Windsor,
Doy the Earth Stood Still, The
(92) D..-
Mlrh.u'l Rennle. Patrice Neal
House ot Strangers (101), , . .D..1
Eduiird G Unbuivun, Susan Ilayward
Twelve O'clock High (I32)..D..J
Gregory Peek. II. Mirlowe. Dean JlK
Where the Sidewalk Ends
(..) D../|l
Dana Andrews, Gene Tlemev
UNIVERSAL-INTERNATIONAL
Egg ond I, The (108) C.
Clainlrltn Colhcrt. Fred MacMurray. I
WARNER BROS.
Big Sleep, The (114)
D..[f--
D..[:
Humiihrey Rogart. Uiiircn Bacall
Saratoga Trunk (135)
In rl.l l!„p,„,„ O.rv ronnn-
o '•'»(:
«3ISK
'
'%
1
:3GEcc

II
;
j
'
(17)
i
I
')
lywood
I
I.
•
9-23-54
. . .12-16-54
. . . 6-12-54
.
.11-12-54
.
:
.
nifcleeti, listed by compony. In order of releose. Running tima followi till*. First li notional
^le, second the dote o< review in BOXOFFiCE. Symbol between dotes is rating from BOXOFFICE
Mtf. tt Very Good, -f Good. ±. Fair. — Poor = . Very Poor. O Indicotes color photography. i)}jDini> fjiJiiirr
Allied Artists
^Uo. Title Rel Date Rating Rev'd
i^yiijlity Fortress. Thi (27) ff 1-1
POPULAR SCIENCE
(Reissues)
Siublect J7-5 (10) 1- 9-55
flubjecl J7-1 (10) 1-23-55
Siubject J7-2 (10) 2- 6-55
'iubjetl J7-3 (10) 2-20-55
Columbia
old. Title Rel Date Rating Rev'd
AU-STAR COMEDIES
II ire Chaser, Tlie (16).. 9-30-54 + U-27
XUii Will Be Kids (16) 12- 9-54 ± 2-12
lUis Pest Friend (lei/j) 1-20-55
1,1. Dood II (16) . . . . 2-17-55 ±3-5
Jcralch-Scratch-Scralch
(..) 4-28-55
ASSORTED FAVORITES
(Reissues)
l! is Hotel S«cet (17/2) 9-16-54
Ziillie Gets Her Man
...10-14-54
Z.utid Goes Nuts (16).. 12- 2-54
2( all-Way to Hollywood
(17;.2) 2-10-55
2: night and a Blonde, A
(14) 3- 3-55
j
2(iss and Yell (..).... 5- 5-55
CANDID MICROPHONE
(One-Reel Specials)
5: ibject No. 1 (11)
reissue 9-23-54
5: Ibject No. 2 (IOI/2)
reissue 12- 2-54 ....
SJibiKt 1-13-55
No. 3 (11)....
52 lling Down to Reno
'ISI/j) 11-18-54
e 3 Good Bad Egg (17) 12-16-54
Wu're Next (17) 3-17-55
IS^ady. Willing But Unable
161/2) 4-21-55
ONE REEL SPECIALS
w lumn in Rome (9) . . 9- 2-54
MR. MAGOO
'I
(Technicolor)
Pingaroo Courting (7).. 7-22-54
Mi.lination Magoo
„ 6'/2 ) 12-16-54
Kiooo's Check-Up (6V2) 2-24-55
goo Express ( . . ) 5-19-55
B MAGOO C'SCOPE
19 en Magoo Flew (61/2) 1- 6-55
SCREEN SNAPSHOTS
SPECIAL
1
^
i7 lywood Goes to Mexico
ID'/z) 7-15-54 9-18
J,
* lywood Grows Up
-I-
J,
1 lywood -u'-u
Marches On
'"'/s'
7-15-54 + 9-18
9 f
-f 10- 9
K lywood Stars on Parade
f/il 10-21-54 -f 12-18
lywood Cowboy Stars
[O'/j) 11-18-54
lywood Life (10) + 2-19
nres From Hollywood
L 1-20-55
* Shower of Stars
•
g'> 2-24-55 - 3-12
lywood Fathers (10). 3-24-55
lywood Plays Golf
• ) 5- 5-55
SERIALS
(15 Chapters)
g, nan (reissue) 7-29-54
nj wiih Buffalo Bill 11-11.54 + 11-20
"" k Arrow 2-24-55
. ,
STOOGE COMEDIES
tzy Knights (171/2). 9- 2-54 + 10-16
" in the Frontier
'^' 10- 7-54 + 12-11
7403 Scotched in Scotland
(I51/2) U- 4-54 ± M2
7404 Fling in the Ring (16). 1- 6-55
7405 01 Cash and Hash (16). 2- 3-55 ±3-5
7406 Gypped in the Penthouse
(16) 3-10-55 ± 4-16
7407 Bedlam in Paradise (16) 4-14-55
THRILLS OF MUSIC
(Reissues)
6956 Sliitch Henderson & Orch.
(10) 6- 3-54
7951 Ted Weems & Orch.
(lO'/j) 9-9-54
7952 Gene Krupa & Orch.
(10) U-11-S4
7953 Lecuona Cuban Boys
(IO1/2) 12-23-54
7954 Tony Pastor & Orch.
(10) 2-10-55
7955 Elliot Lawrence & Orch.
(lO'.'i) 4-14-55
UPA ASSORTED
(Technicolor)
7501 How Now Boing Being
9-54 9-25
(7'/2) 9- ++
7502 Scare That Child (6I/2) 1-27-55
7503 Four Wheels No Brakes
(61/2) 4-24-55 + 4-16
7504 Baby Boogie (6) 5-19-55
WORLD OF SPORTS
6810 Target Tricksters (9)... 7-29-54 ± 10-16
7801 Argentine Athletes (10) 9-10-54 12-11
7802 Hunting Thrills (9) ... 10-14-54 + 12-25
7803 Skiing the Andes (10) .11-11-54 -f 2-19
7804 Rasslin' Redskin (91/2) . .12-23-54 ± 2-12
7805 Flying Mallets (10) 1-10-55
7806 Aquatic Acrobats (9)... 2-17-55 ±3-5
7807 Fishing Paradise (9)... 3-17-55
7808 Barking Champs (..).. 4-28-55
Metro-Goldvryn-Mayer
Prod. No. Title Rel Date Rating Re/d
CARTOONS
(Technicolor)
W-543 Sleepy Time Squirrel
(7) 6-19-54 4-9-4
W-544 Homesteader Droopy
(8) 7-10-54 + 8-14
W-545 Bird-Brain Bird Dog
(7) 7-31-54 -f 9-18
W-546 Baby Butch (7) 8-14-54 + 9-18
W-632 Mice Follies (7) 9- 4-54 |+ 9-25
W-634 Farm of Tomorrow (7) 9-18-54 ff 11-20
W-636 Neapolitan Mouse (7). 10- 2-54
W-638 The Flea Circus (7).. 11- 6-54 U 12-25
W-639 Downhearted Duckling
(7) 11-13-54
W-640 Dixieland Droopy (8). 12- 4-54
CINEMASCOPE CARTOONS
(Technicolor)
C-631 Pet Peeve (7) 11-20-54 + 2-19
C-633Touche Pussy Cat (7). .12-18-54 ff- 4-16
C-635 Southbound Duckling (7)3-12-55 + 2-19
C-637 Pup on a Picnic (7).. 4-30-55 -f 4-30
CINEMASCOPE MUSICAL GEMS
(Technicolor)
K-573MGM Jubilee (10) 6-25-54
K-674 Thieving Magpie, The
(9) 9- 1-54
K-675 Strauss Fantasy, The
(9) 10-22-54 -H 9-11
FTTZPATRICK TRAVELTALKS
(Technicolor)
T-611 Yosemite, the Magnificent
(9) 9-11-54
Grand T-612 Canyon, Pride of
Creation (9) 10-16-54
(Technicolor Reprints)
T-613 Picturesque Palzcuaro
(9) 11-27-54
T-614 Glacier Park & Waterton
Lakes (9) 12-25-54
T-615 Mexican Police on Parade
(9) 2-12-55 +3-5
T-616 Mighty Niagara (10).. 4- 9-55
GOLD MEDAL REPRINTS
(Technicolor Reissues)
W-661 Cat Fishin' (8) 10-30-54
W-662 Part Time Pal (8) 1- 8-55
W-663 Cat Concerto (7) 1-22-55
W-664 Dr. Jekyll & Mr. Mouse
+ (8) 2-26-55 2-26
W-665 Salt Water Tabby (7) . 3-26-55
PETE SMITH SPECIALTIES
-560 Safe at Home (8) ,
-f 6-14
Paramount
Prod. No. Title Rel Date Rating Re/d
CARTOON CHAMPION
S14-2 Butterscotch and Soda
(7) 10- 1-54
S14-3 Sudden Fried Chicken
(7) 10- 1-54
S14-4 The Friendly Ghost (9) . 10- 1-54
S14-5The Bored Cuckoo (9). 10- 1-54
S14-6 Santa's Surprise (9)... 10- 1-54
CASPER CARTOONS
(Technicolor)
B13-6 Puss'n Boos (7) 7-16-54 7-10
B14-1 Boos and Arrows (6) . .10-15-54 + 11- 6
B14-2 Boo Ribbon Winner
(6) 12- 3-54 +1-8
B14-3 Hide and Shriek (7) . 1-28-55
B14-4 Keep Your Grin Up (5) 3- 4-55 +4-2
B14-5 Spooking With a Brogue
( ) 5-27-55
GRANTLAND RICE SPORTLIGHTS
RI3-IO Bahamas to Windward
(9) 6-18-54 +9-4
R13-11 Wild Pets (or Play (9) 7-23-54 +8-7
R13-12 One Hundred Unusual
Boys (9) 8- 6-54 ++9-4
R14-lTwin Riding Champs
(10) 10- 1-54 + 10-30
R14-2 Hot and Cold Glides.
Slides and Rides (10) 10-22-54 + 11-20
R14-3 Where Everybody Rides
(9) 11- 5-54 + 12-25
R14-4 Boyhood Thrills (9) .. .12-10-54 +3-5
R14-5 Pike's Peak Arena, The
(9) 12-24-54 + M9
Swim 2-11-55 -+-4-2
(9) .
R14-7 Baseball's Acrobatic Ace
(9) 4- 1-5B
HEADLINER CHAMPION
(Reissues)
A14-1 Speaking of Animals and
Their Families (9) 10- 1-54
A14-2 Speaking of Animals in
a Musical Way (8). ..10- 1-54
A14-3 Stork Crazy (9) 10- 1-54
A14-4 The Lonesome Stranger
(10) 10- 1-54
A14-5 Calling All Animals
(9) 10- 1-54
A14-6 Video Hounds (9) 10- 1-54
HERMAN & KATNIP
(Technicolor
H13-3 Of Mice and Menace
Cartoons)
H14-1 Rail Rodents (7) 11-26-54 +
H14-2 Robin Rodenthood (7). 2-25-55
H14-3 Bleep Built for Two, A
(7) 4- 8-55
NO'VELTOONS
6-19
9- 4
J- 5
(Technicolor)
P13-5 Candy Cabaret (7) 6-11-54 + 6-19
P13-6 The Oily Bird (7) 7-30-54 ±8-7
P14-lFido Beta Kappa (7) . .10-29-54 + 11- 6
P14-2 No Ands or Butts
Ifs,
(6) 12-17-54 +3-5
P14-3 Dizzy Dishes (6) 2- 4-55 ++ 4-16
P14-4 Git Along Li'l Duckie
(7) 3-25-55
PACEMAKERS
K13-6 Touchdown Highlights
(10) 8-20-54 + 9-25
K14-1 Drilling for Girls In Texas
(9) 10- 8-54 + 10-23
K14-2 How to Win at the Races
(11) 12-17-54 + J-19
K14-3 You're a Trooper (10). 1-21-55 ++4-2
POPEYE CARTOONS
(Technicolor)
E13-5Tixi Turvy (6) 6- 4-54
E13-6 Bride and Gloom (6) . . 7- 2-54 +
E13-7 Greek Mirthology (7).. S- 13-54 +
E13-8 Fright to the Finish (6) 8-27-54 +
E14-1 Private Eye Popeye
E14-3Cookin' With Gags (7). 1-14-55 + 4-30
E14-4 Nurse to Meet Ya (6) 2-11-55
. .
E14-5 Penny Antics (8) 3-11-55
E14-e Beaus Will Be Beaus
( . . ) 5-20-55
TOPPER
M13-6 In Darkest Florida (10) 7- 9-54 +8-7
M14-1 The Nerve of Some People
(10) 11-19-54 +1-8
2 Killers at Bay (10) .. .12-31-54 + 3-26
3 Just the Bear Facts, Ma'am
(9) 1-14-55 3-26
4 All Chimps Ashore (10) 2- 4-55 + 4-30
5 Let's Look at the Birds
( . . ) 4-15-55
6 Pick a Pet (. .) 4-22-55
VISTAVISION SPECIAL
V14-1 VV Visits Norway (17) .
11- 5-54
V14-2VV Visits Mexico (17) 4-29-55
V14-3 VV Visits the Sun Trails 5-27-55
Republic
Prod. No. Title Rel Date Rating Rev'd
SERIALS
5481 Man With the Steel Whip 7-19-54
12 Chanters
12 Chapters
54S2 Ghost Riders of the West 10-11-54
THIS WORLD OF OURS
(Trucolor)
5385 Ireland (9) 8- 1-54
RKO Radio
Prod. No. Title Rel Date Rating Rev'd
DISNEY CARTOONS
(Technicolor)
44.111 Dragon Around (7) . . 7-16-54 + 6-19
44.112 Grin and Bear It (7). 8-U-54 ++9-4
54.101 The Social Lion (7) . .1015-54 + U-20
54.102 Flying Squirrel (7) .. .11-18-54 + 1-15
54.104 The Pelican and the Snipe
(9) 1-28-55
54.105 Lake Titicaca (7) 2-18-55 + S-U
in 54.106 Contrasts Rhythm
(8) 3-11-55
54.107 Blame It on the Samba
(6) 4- 1-55
DISNEY MARQUEE MUSICALS
(Technicolor R»tssues)
44.004 Casey at the Bat (9) 7-16-54 ++ 7-24
44.005 Little Toot (9) 8-13-54 +9-4
U.006 Once Upon a Wintertime
(9) 9-17-54 ++ 9-U
EDGAR KENNEDY
.
(Reissues)
53,501 Host to a Ghost
(17) 10- 8-54
Big .11- 5-54
Beef, 53.503 The (17)
53.504 Mind Over Mouse (17) U-19-54
53.505 Broiher Knows Best
(17) 12- 3-54
53.506 Home Canning (16) . .12-17-54
LEON ERROL
(Reissues)
53.704 Twin Husbands (18) . .11-12-54
53.705 I'll Take Milk ( 18)
. . . 11-26-54 .
53.706 Follow That Blonde
(18) 12-1H4
MY PAL
(Reissues)
53.201 I Found a Dog (..). .10- 8-54
53.202 Pal's Return (20) 11-5-54 •
RAY WHITELY
(Reissues)
53.401 Sagebrush Serenade
(.,) 10-22-54
53.402 Redskins and Redheads
(18) 11-19-54
SCHEENLINERS
44.212 Riding the Wind (8) 7-23-54 + 9-11
44.213 The Big Port (9) 8-20-54 + 9-11
54.201 House of Knowledge 9-17-54
(8)
SPECIALS
53.101 The Iron Fence (20).. 10- 8-54 + 10-23
++ 1-8
53.102 Circus Trainer (17) .
53.103 Fast Freight (15) .12-17-54 + 1-22
River to
.
. .
53.104 the Past (15) 1-21-55 ± 2-12
53.105 Big Top Caravan (16) 2-25-55 + 4-30
53.106 Finders Keepers (ISI/2) 4- 1-55
SPORTSCOPES
44.312 Hot Rod Galahads (8) 7- 9-54
44.313 Water Ski Marathon
8- 8-54 9-18
(S)
Alaskan Trout (8) 9- 3-54 + 9-11
54.301
54.302 British Empire Games
(10) 10- 1-54 + 10-30
(8) Mays 10-29-54+ 1-1
54,303 Willie
Canadian Stampede (8) 11-26-54 1-8
54,304
.12-10-54 + 1-22
54.305
Saga 1-21-55 2-26
51,306
54.307
Ski (8)
Chamois Hunt (8)
-|-
2-18-55 + 3-26
54.308 Here's Hockey (10)... 3-18-55
Jai-Alai (8) 4-15-55
54.309
SPORTS SPECIALS
..
53,901 Football Highlights
(IS'A) 12-10-54 + 1-22
53,801 Basketball Highlights __
(15) 4-15-55
20th Century-Fox
Prod. No. Title Rel Date Rating Rev'd
CINEMASCOPE SPECIALS
(Technicolor)
7418 Piano Encores (10) July-54 + 10-23
7409 A Day Aboard Jet Carrier
(19) Aug. -54 ++ 11-20
7414 The Miracle of Stereophonic
Sound (11) Aug. -54 11-27
7420 Pride of the Nation (12) Sept.-54 12-11
7421 Fabulous Las Vegas (19) 0ct.-54 + 12-18
7422 Cinemascope Parade (23) 0ct.-54 ..._
7423 El Toro (9)

.
.
.
.
.
,
|
1 (arrnfl)
.Gerard
Claude
•
.Martuic
.
.Vittorlo
.Maria
'
•
•
.
.
CHART
FOREIGN FEATURES
WOODY WOODPECKER
Foreign-languoge productions by native country, listed olphobeticoHy
(Technicolor Reissues)
9355 Solid Ivory (7) 6-28-54
by title, followed by running time. Dote shown is issue of BOXOFFICE
9356 Woody the Giant Killer
in which review oppeored. Name of distributor Is parentheses.
(7) 7-26-54
AUSTRALIA
Reviewed
Mr. Hulot's Holiday (85) 1,30,
Warner Bros.
Wherever She Goes (80). ..... '0-31-53
((iBIi liit'l) . Jacques Tatl, Nathallffi
(M-K) . .Suzanne Parrett, Eileen Joyce
Moment of Truth (87) ';19-
(Arlaii) . MiiiKle Jlorgan, Jean (hi
Prod. No. Title Rel Date Rating Re/d
Night Is My Kingdom, The (109) [29.
SEE IT HAPPEN
BLUE RIBBON HIT PARADE
(Davis) . .Jean Gabin. Slmone Valerii
July-54 8-"
(Technicolor Reissues)
Pit of Loneliness (84) \\i.
„_
. . . . Auii.-54 + 11-6
1312 Along Came Daffy (7)
.
7-24-54 ....
.
(Davis) . .Edwige FeuiUere, Simone Sia r
1313 (blouse Menace (7) 8-14-54
4-11-54
SPORTS
Moriko (81)
Red Inn, The (100) ,-%• t ""•' BernarBlii *"53
2-26-55
( )
BUGS BUNNY SPECIALS
fstnffordT^J^rHi'ktas; •Michael benlson
GERMANY
(Technicolor)
Belles of St. Trinion's, The (90). 4-30-55
1728 Bewitched Bunny (7) . . . 7-24-54 9-4 ff""
5424 Heckle and Jeckle in Bl
Plate Symphony (7) .N0V.-54 ± 12-25 1730 Yankeo Doodle Bugs (7) 8-28-54 + 9-25
Artists)
. ..Wastair Sim, Joyce Grcnfell Angeliko (99) •'.
'^''
'o
(Brenner) . Maria Schell, Dieter Bor,«
2723 Lumber Jack Rabbit (7) 11-13-54 ....
Berliner, The (80). .•.• • •
-.^^
f&!:i;"^"^'Hlbso„:-p|^p>^"^"3,
5425 Torrid Toreador, A (7)
2724 Baby Buggy Bunny (7). 12-18-54 + 2-19
(reissue)
Oec.-54
2725 Beanstalk Bunny (..).. 2-12-55
Fighting Pimpernel, The (88).. 5- 8-54
(Josciih Burstyn)
. .Gert Frobe, Ute £|1mJ
. . •
5501-2 Gandy Goose in Barnyard
^
.David Nlven. Margaret
2726 Sahara Hare (7) 3-26-55 ± 4-30
Lelghton
Grapes Are Ripe, The (92)
, . r . 3
Actor (7) Jan. -55
Final Test The (84) 2-27-54 (Casino).. Gust av Knuth, Camilla Sp.l
j
5502-0 Dear Old Switzerland
CLASSICS OF THE SCREEN
(Conlinental) Robert Morley, Jack Warner
Keepers of the Night (109) ..L2«
(7) (reissue) Jan.-55
1106 This Was Yesterday (20) 7-31-54 ff 9-4
(CashiO.Luise Ullrich H.msN.else|
. .
5503-S Yokahama Yankee, A
2101 Wells Fargo Days (20).. 9-25-54 •
fei?ts?^.S./^il;.-Man.ta-l^- Merry Wives of Windsor (93). .^r?l
(7) Jan. -55 ± 3-19 2102 Camera Hunting (19) .. .11-20-54 + 12-25
(Central Cinema) .Sonja Zlemann,
I
5504-6 Swooning the Swooners
2103 Three Cheers (or the Girls
(7) (reissue) Feb. -55
(. .) 1-22-55 ^^^rV^^:^^.
nelson: M.'zme'ru'nt Sunderin (80)
(Prod. Reps.) .'midegarde Neff, G.
5505-3 Terry Bears in Duck Fever
2104Wlien the Talkies Were Young
(7) Feb. -55 — 3-19
(17) 3-26-55 ++ 4-16 r?^s=c°Tti^t1r*^^oSn''otkson,•MuViel1a,|w
550S-1 Gandy Goose in It's All in
lOE McDOAKES COMEDIES
GREECE
the Stars (7) (reissue) Mar.-55
1406 So You Want to Be a ,
fSsI '"er^.Trcvor Howard,' So^'y^uKs
Borefoot Botallion , ^^
(8J>).
,
5507-9 Aesop's Fable—The First
Banker (10) 7- 3-54 -f- S-14
(Brandt) .Maria Costi. Nicos Fermai]
Flying Fish (7) l*lar.-55
2401 So You're Taking in a Roomer
n"c Utll') .""M-'Redkrav;,- A.- io

'
favorite
. her
- ; idleaged
. ..tees
. . . Supreme
. . Even
. . Bud
C)inions on Current Productions
f£;]'rijiiri]£vjiiiji5
• Daddy Long Legs F
Rntio:
Musical
2.55-1 (Cinemascope-
De Luxe Color)
20fh-ifo!c (515-7) 126 Minutes ReL May 11, '55
Fred Astaije, as agile and fleet-footed as ever, has found
his best dancing partner since his 1930 teaming with Ginger
Rogers in the pert little Leslie Caron, who is co-starred in
a light and amusing musical version of the novel by lean
Webster, which was a stage hit and then was filmed twice
before, last time in 1931. Fred is also at his best in a
made-to-order role of a wealthy socialite who adopts a
French orphan girl and educates her without letting her
meet her benefactor. He dances superbly to a lively new
Johnny Mercer tune, "Sluefoot," and warbles "Something's
Got to Give," already climbing to popularity on records and
the airwaves, in his own casual and effective manner.
The marquee draw of Astaire, plus Miss Caron, whose
current "The Glass Slipper" was a strong follow-up to her
record-breaking "Lili," will insure strong business genfefally.
except in houses that demand action fare, for this is a bii
too long for its slight plot. In addition, Terry Moore is a
with the teenagers, while the title will have a
nostalgic appeal for the older fans.
Additional assets are the magnificent CinemaScope shots
of New York City and rural France; several spectatcular
dqnce sequences in which Miss Caron literally floats across
the widescreen; the long-popular Mercer tune, "Dream,"
which is reprised several times, and Ray Anthony and His
Orchestra, who appear in one sequence.
The film is well directed by Jean Negulesco (except for
that excessive length) and produced in lavish style by
Samuel G. Engel. Miss Moore has little to do, but she makes
her presence felt. However, the best of the supporting
players are the unfailing Thelma Ritter, who makes the most
comedy opportunities as a sympathetic secretary, and
d Clark, who also gets many laughs as Astaire's «!X-
:-ive business associate. Kelly Brown, best know.'l as
ballet dancer, also does well as a Harvard boy. The
--::,ces are staged by Astaire and David Robel while the
callets are by Roland Petit, of the famous Ballet de Paris,
with special music conducted by Alfred Newman. The
De Luxe color is excellent.
The picture opens in the reception hall of the old Fifth
Avenue mansion occupied by the wealthy socialite Fred
A-'aire, who has broken the family tradition of culture by
ring the drums and being a jazz enthusiast. His business
:nager, Fred Clark, finally persuades Fred to accompany
an economic mission to France, where, while waiting for
his car to be pulled out of a ditch, he wanders into a small
orphange. There he watches Leslie Caron, 18-year-old,
putting her juvenile charges through on English lesson and,
when he learns that her only matrimonial opportunity is a
farmer, he arranges to sponsor the girl's eduon,
despite the wrong interpretation Congressional com-
may take of the matter. To avert gossip, Leslie is
sent to a girls' college in America and beautifully outfitted,
but she never knows her benefactor's real name. She writes
numerous letters to her "Daddy Long Legs," but Clark prevents
Fred from seeing them. Leslie meets Fred at the
annual school dance, where they dance and become friendly
hout the girl's knowing he is actually her guardian. Her
irs to "Daddy Long Legs" tell him about the nice man
-.,c- met, so Fred shows her New York and its nightclubs,
but a Congressman takes the wrong interpretation and
threatens to send the girl back to France. Finally, Clark's
sympathetic secretary, Thelma Ritter, takes matters in her
own hands and attends the girl's college graduation, where
no guardian is on hand, and brings her to Fred's New York
mansion. She then realizes that her "Daddy Long Legs"
is not the elderly guardian she had pictured but the younger
m'an she had grown to love.
Fred Astaire, Leslie Caron, Terry Moore, Thelma Ritter,
Fred Clark, Kelly Brown, Charlotte Austin.
CATCHLINES:
All the Fun of Life Is In It—All the Joy of Love Is In It . . .
Fred Astaire and His Latest Partner, Leslie Caron, Will Have
the Whole World Dancing to the Music in Their Hearts
Dances by Astaire and Leslie Caron, M'usic by Johnny Mercer,
Ballets by Roland Petit—All Wrapped in a Delightful Romantic
Comedy.
1762 BOXOFFICE
May 7, 1955
Hell's Island
Pcramounl (5411)
84 Minutes
F
o: Drama
•1 (VistaVision.
Teclinicoloi')
Rel. June '55
Adventure, romance, suspense and intrigue' are present in
outsize quantities in this solidly produced Pine and Thomas
.eature, which, for all il:3 lush mountings, is reminiscent oi
the type of pictures the partners Bill fabricated in large
numbers during the years when they were v/inning their
richly merited niche high among Hollywood's bread-andbutter
filmmakers. Principal contributors to the lavishnes=
that elevates the entry above those earlier' efforts are
VistaVision and Technicolor, both expertly utilized and upon
which the smart showman v/ill latch to keynote the merchandising
that may be necessary in order for the photoplay to
enjoy the patronage it deserves. -
Maxv/ell Shane's script, from a story by Jack Leonard
and Martin M. Goldsmith, indulges itself in a few extreme
situations and in occasional overlong stretches of dialog,
but these weaknesses are pretty much salved by universally
good performances, the steady and skilled direction by Phil
Karlson and the above-mentioned P-T production accoutrements.
At the van of the sincere and 'hard-working cast is
jut-jawed John Payne, in a part for which past experiences
have completely conditioned him— the soldier of fortune
single-handedly taking on the wiles and villainies of Latin
America in an effort to recover a fabulous gem—for pay, of
course—ior one of the many heavies. Just so there should
be at least one new twist, the No. 1 menace is a galblonde,
curvaceous, sexy Mary Murphy—as seductive and
shmy a character as ever tried to follow in the footsteps of
Lucretia Borgia. Technicolor is becoming to her, even
though the part isn't ideally suited to her soft, feminine
charms. Photography, sets, costumes and other technical
details are of the top caliber that is expected in contemporary
P-T movies.
John Payne, Mary Murphy, Francis L. Sullivan, Eduardo
Noriega, Arnold Moss, Waller Reed, Pepe Hem.
CATCHLINES:
An Explosive Drama of the Seething Tropics ... the Story
of a Woman Who Was Beautiful and Bad ... To Whom
Love Was a Weapon ... the Movie That's Tops in -Thrills
in Suspense.
AbboftCosfello Meet the Mummy F ^^t-i
'^°"'""
Univ.-Infl (526) 79 Minutes ReL June '55
Devotees of the Abbott and Costello brand of "who's on
first" humor are certain to have their ribs tickled by this
latest contribution from these two postmasters of zany (iialog.
As in their previous offerings, plausibility and continuity
are justifiably sacrificed, without the batting of an eyelash,
for the sake of laugh-provoking slapstick situations, and
the results will probably keep the smallfry bouncing in their
seats at a near staie of pandemonium. Others, who are not
deterred by story weakness and who want their comedy
obvious, nonsensical and with plenty of action, should also
contribute their share of chuckles, laughs and knee-slappings.
With an established following, successfully cultivated by
the series' 40 predecessors, merchandising should present
no problem. The comic duo's marquee value is unquestioned,
and the Egyptian theme offers endless ballyhoo ideas,
not to mention lobby and front possibilities. The addition
of popular songstress Peggy King, singing "You Came a
Long Way From St. Louis," will no doubt appeal to the
teenagers, as well as those who recall her delightful appearance
on the Academy Award telecast.
In spite of Miss King's sequence and a number of other
musical spots, including several by the internationally famous
Chandra-Kaly dancers from India, the picture is all
Abbott and Costello, and what little plot is to be found,
it takes second place to the duo's inimitable buffoonery.
Mysterious trapdoors, strange temples, mummies that walk,
hands that come out of walls and countless other paraphernalia
gimmicks, contribute to the outlandish doings,
which follow the able Abbott and his scatterbrained side-^
kick as they seek adventure in Egypt. Little more can be
said about the story, other than it does nothing to hamper
the Abbott and Costello format style.
Bud Abbott, Lou Costello, Marie Windsor, Michael Ansora,
Don Seymour, Kurt Katch, Peggy King.
CATCHLINES:
Abbott and Costello Run Riot in Egypt . and Lou
in Slapstick Pandemonium Among the Pyramids ... A
Mummy Never Had It So Good . the Sphynx
Laughed at Bud and Lou.
1763

REVIEWS Adlines for Newspaper and Program |^
Top oi the World F r.85°i
United Artists (5514) 90 Minutes Hel. May '55
Some exciting and realistically dangerous air sequences
laid in the Arctic ore often weighted down by a routine
romantic plot in this action picture produced by Michael
Baird and Lewis R. Foster. Foster, who also directed, makes
his plane disaster on an ice floe and a daring rescue )ust
befoVe the ice starts breaking up, the high spot of the picture.
Action fans will find the film to their liking, but the marquee
draw of Dale Robertson and Evelyn Keyes will help generally.
It's best suited to the supporting spot on dual bills.
While Robertson is adequate as a jet pilot reassigned to
the weather observation unit in Alaska, it is Frank Lovejoy,
who is featured in a similar role in "Strategic Air Command
(a picture that will boost his film stock), who contributes the
most forceful portrayal. Miss Keyes does well enough as
the cafe entertainer who is loved by both men but Nancy
Gates as a long-suffering PRO officer, and Robert Arthur,
as a "kid" lieutenant who tries to act grown-up, are unable
to rise above their stock roles. The Alaskan aerial photography
by William Clothier rates special mention. •
Dale Robertson, one of the hottest jet pilots at Hickam
Field Honolulu, is reassigned to Ladd Field, Alaska, as part
of the weather observation unit. At the same time he gets
word from his ex-wife, Evelyn Keyes, that she no longer
needs his alimony as she has opened a nightspot in 1- airbanks
When Robertson and his crew meet with disaster in
the north, a plane flown by Frank Lovejoy, Robertson s major,
reaches them in record time and brings them back to Ladd
Field safely. It then develops that Lovejoy is becoming interested
in Evelyn and spends too much time at her club
although Nancy Gates, his PRO officer, is deeply in love
with him. Robertson, impressed with Lovejoy, tells his
ex-wile to leave his superior officer alone but she dares him
to break them up. Robertson is assigned to a mission to the
North Pole and, after they land, find themselves marooned
on an ice floe. Again Lovejoy comes to the rescue with a
hair-raising stunt and, when the men return, Robertson is
reunited with his wife and Lovejoy returns to Miss (jotes.
Dale Robertson, Evelyn Keyes, Frank Lovejoy, Nancy
Gates, Robert Arthur, Paul Fix, Peter Hansen, Nick Dennis.
CATCHLINES:
, .v, t f .>,»
The True Story of the Airmen Who Guard the Top of the
World Dale Robertson and Frank Lovejoy (Starred in
"Strategic Air Command") as the Heroic Fliers Whose Love
Was Earthborne to Lovely Evelyn Keyes.
Murder Is My Beat
Drama
Ratio:
1.551
AlUed Artists (5510) 77 Minutes Rel. Feb. 27, '55
While spectators will immediately recognize—and in some
instances may scoff at—the attempt to apply the "Dragnet"
technique to this murder yarn, they nonetheless will be impressed
with the fact that on virtually every count it
transcends the overage offering in its category produced
within the obviously limited budget that herein obtained
As a result it earns evaluation as an above-average bit of
suspenseful and satisfactory supporting celluloid that will
generate no great number of squawks from the actionmarket
ticket buyers who are apt to encounter it on the
nether side of a dual bill.
Aubrey Wisberg both wrote and
, ,
produced
,i.
the
x-i
tilm, a
reasonably substantial credit for him in both chores. The
whodunit facet of the story is developed with adequate
plausibility and finishes with fewer loose ends than is
usually the case in such cops-and-crooks plays. Under able
direction by Edgar G. Ulmer, performances are acceptable.
In the distaff topline is Barbara Payton, a bit on the baggy
side and displaying only traces of the celebrated sex aPPeal
that for a time made her one of Hollywood s more luridly
publicized femmes fatale. Nevertheless, her name may be
helpful on the marquee and in advertising. Paul Langton,
as the rag-bone-hank-of-hair copper and his superior, Robert
Shayne, are both convincing and restrained.
La Payton a nightclub singer, is convicted of murder on
purely circumstantial evidence. As Langton, who had originally
arrested her, is taking the girl to prison, she spots from
the train window the man she was found guilty of having
killed Langton believes her and, on impluse, leaps off the
train with her to launch a search. Following up a series of
s'ender clues, he at length unravels the mystery and is
awaiting with a marriage license when she is freed.
F
aDl
Too Young for Love A sta:''..
"'""'
IFE Releasing Corp. 88 Minutes. Rel. April '55
The rather touchy subject of adolescent love between two
15-year-olds, which results in an illegitimate child, has been
handled with sympathy and good taste in this Italian drama,
which has been dubbed into English. Although there is
nothing objectionable in the story treatment, the film remains
adult fare—not suited to those under 16 years of age.
Aldo Fabrizi (remembered from "Open City" and other
notable Italian imports) will be a marquee name in the art
houses.
Adapted from a well-known French play, "Mother Nature,"
by Andre Birabeau, the picture has been directed with
understanding of adolescent problems by Lionello De Felice
and splendidly acted by Pierre Michel Beck (he recently
scored in a similar role in "The Game of Love") and Marina
Vlady, who is extremely appealing as the shy little daughter
of a petty thief who responds willingly to the love and
advances of the boy. Fernand Gravet and Xenia Valderi
are excellent as the boy's quarreling parents, who are
blamed for his seeking affection elsewhere. Produced by
Niccolo Theodoli.
Pierre Michel Beck, the 15-year-old son of Fernand Gravet
and Xenia Valderi, who quarrel so much that they have
little time for their son, meets Marina Vlady, the 15-year-old
daughter of Aldo Fabrizi, a petty thief who is often in jail
for his crimes. When Pierre's parents learn he has been
missing classes, they decide to send him to boarding school
but he and Marina, whose lather is being led to prison
again, have a few hours together before they are separated.
Several months later, Pierre runs away from the school to
join Marina, whom he learns is to have a baby. Permitted
to take his final exams, Pierre interrupts them when he
learns Marina's child has been born. When she dies in
childbirth, Pierre's parents are horrified at their neglect of
their son and they decide to adopt the baby.
Pierre Michel Beck, Marina Vlady, Aldo Fabrizi, Fernand
Gra-7fl/, Xenia Valderi, Lauro Gazzolo, Massimo Pianiorini.
CATOhLINES:
The 'Iruth About Adolescent Love . . . Teen-Agers Commit
the Crime But Their Elders Are Really to Blame . . . Fifteen-
Year-Olds Find Affection and Love—With Tragic Consequences
. . . Startling and All of It True.
Paramount
SHORTS REVIEWS
Hide and Shriek
(Casper Cartoon)
7 Mins.
Good. A new ghost character is introduced and adds a
lot of pep to the film. He is Spooky, a young ghost who,
unlike Casper, wants to scare people. Mama Ghost appears,
too. Casper concentrates on trying to curb Spooky, who
frightens livestock as well as people, and finally has to do
some terrifying himself to teach Spooky a lesson.
Nurse to Meet Ya
Paramount (Popeye Cartoon) 6 Mins.
Good. Popeye and Bluto compete for the affections of Olive
Oyl who in this little item is a nursemaid complete with baby
and carriage. Since the baby cries when not being entertained,
they alternate in amusing it at the expense of the
other, with Popeye getting the worst of it until he is able
to reach the inevitable can of spinach.
Here's Hockey
RKO (RKO-Pathe Sportscope) 10 Mins.
Good, Hockey, the teeth-rattling, bone-banging favorite
game of Canada, receives an excellent showing for its many
fans. We see the Detroit Red Wings battle the Canadians in
Montreal's Forum, where Jean Marc Beliveau analyzes his
particular goal, and some small-town hockey, where the
juvenile teams play with skill and spirit in such towns as
Smith Falls and North Bay. Good fare for the sports-lovers.
Mississippi Traveler
Warner Bros. (Special) 17 Mins.
Paul Langton, Barbara Payton, Robert Shayne, Tracey
Roberts, Roy Gordon, Selena Royle, Kale McKenna.
Good. Picturesque scenes of a trip by water the length of
the Mississippi river. There are pauses for visits to such
landmarks as the statue of Mark Twain and the house where
CATCHLINES:
.
, „. ^ e r
One Look From a Speeding Train, One Scream 1-rom a
Tom Sawyer was supposed to live, and at St. Louis, Natchez,
Friahtened Girl, One Chance to Turn the Tables on Murder
Minneapolis, St. Paul and New Orleans. An abandoned
Killers Were His Business—and Behind Every One
show boat is seen. The film points up the changes in river
travel.
There's a Woman.
BOXOFFICE May. 7, 1955 1761
1764

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CLOSING DATE: Monday noon preceding publication date. Send copy and
,/ers to Box Numbers to BOXOFFICE. 825 Van Brunt Blvd., Kansas City 24. Mo. •
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HI
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jJDIO AND PRODUCTION
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zmes. two motors, $2,500 value,
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Moviola 35mm composite sound/
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inlt within iiselfl Bargain at $500. Good coniltion.
Guild Theatre. 821 S. W. »th, Portland,
Oregon.
Two Buckingham senior refrigerated water fall
drink dispensers. List pi ice $370 each. Two guaranteed
reconditioned units, $250 each. Andy
Dietz Enterprises. 3142 Olive St., St. Louis, Mo.
4s:*. 50 pair; lenses and screens at
prices. Star Clnem.i Supply. 447
52nd St.. New York 19.
Pair 80 amp Ballantyne rectifiers, practically
new. cost $680. priced $250. Majestic Theatre,
I'liiilipsburg,
rings greater than ever! Super-Simplex
i"''itly rebuilt, one year guarantee,
Simplex rear shutter mechan-
.SJU5 pair; B7 movements, $69;
7

ASHCRAFT
vm
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NOW LARGER SCREENS MORE
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AIR
The ultra high speed optical system of the
ASHCRAFT CINEX, with the new high speed
projection lenses, will produce up to 36% more
light than has heretofore been possible. We
mean-with the same carbons at the same current-
More Light Through Increased Efficiency
CONDITIONED
Powerful built-in twin blowers force cold air
through every part of the lamphouse, mechanism,
both front and back of reflector—and eject the
heat and smoke out the
stack.
Heat is no longer a problem.
BUILT-IN
AIRCOOLED HEAT FILTER
The dichroic heat reflector which removes a
substantial amount of heat from the light beam
is mounted in the air stream inside the
lamphouse front.
INTENSE WATER COOLING OF
CARBON CONTACTS
Both contacts—of
pure silver—are hollow.
Cold water is forced through both contacts by the
^ " automatic water recirculator. No matter how
CINEX 170 IS
hot the arc, the contacts are always cold.
THE FIRST AND ONLY
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PREPARE YOUR THEATRE FOR THE FUTURE
C. S. ASHCRAFT MANUFACTURING CO., INC.I'