Boxoffice-Febuary.18.1956

. . Henry
INDUSTRY
PROFILE
M.B. Horwitz, Theatreman 45 Years,
And His Outlook Still Is Forward
CUYAHOGA FALLS, OHIO—M. B. Horwitz,
head of the Washington circuit, who
on February 20 will be honored by the
industry with a dinner
in the Statler
Hotel on the occasion
of his 45th anniversary
as an exhibitor,
is not only
a veteran but also a
pioneer. Although
profiting from experience
of the past,
Horwitz can proper
1 y be included
among the most
forward looking
theatre owners in
Horwitz
this or any other area.
Recently he demonstrated his ability to
venture into new policy fields. He bcoked
"Marty" into his super de luxe State Theatre
here for a four-day run, on a dual
policy. This was so successful that he extended
the run of "Marty" for 14 days.
COLUMBUS
Qolumbus is one of the 40 cities being considered
for participation in the proposed
American National Theatre and Academy 40-
theatre circuit. The Hartman here would be
incorporated in the ambitious plan, which
hopes to revive the days of a solid 40-week
theatre season. Prices would be scaled from
$1 to $2.50, with a lower student admission.
These prices would be competitive with
first run and art theatres here.
The Columbus Citizen's Adopt-a-Family
fund was about $1,000 richer through proceeds
of the presidential ball of Sigma Theta Pi
sorority here. Manager Walter Kessler of
Loew's Ohio arranged for Lucille Ball and
Desi Arnaz of "Forever Darling" to donate
trophies to the boy and girl chosen "Mr.
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But during this period, he presented it
with three different running mates. For
the first seven days "Marty" played with
"To Paris With Love." The following
four days It played with "Kismet" as the
second feature and for the final three days
"Marty" was teamed with "The Big
Knife."
This experiment was very successful boxofficewise,
according to Horwitz. While
many patrons came to see "Marty" a second
time, there also were many who were
attracted by the second feature and were
satisfied to see "Marty" again.
Tills novelty booking was accompanied
by an extensive advertising campaign in
the newspapers, on TV and on radio. TV
and radio announcements were made about
seven times daily. Newspaper advertising
space was double the average space used.
The answer to all this, according to Horwitz,
is that if a picture is properly sold
to the public there are still plenty of patrons
who will turn off their TV sets and
come to the movies.
President" and "Madam President" at the
ball.
First attraction at the Indianola art theatre,
taken over by Charles Sugarman, was "The
Divided Heart." Sugarman, who also operates
the art World, said acquisition of the
Indianola will enable him to play off many
art films which have been a backlog at the
World.
Jury Gives $20,000 Award
In Lawsuit on Accident
From Eastern Edition
NEW HAVEN—A superior court jury has
awarded a $20,000 verdict to a man who fell
down steps leading to a basement restroom
at the downtown SW Roger Sherman Theatre.
Nicholas Annunziata, 29, sued for $30,000.
He received spinal, back and other injuries
in the accident Aug. 16, 1953.
Annunziata's attorneys claimed that the
treads on the stairs were of Improper construction
and in need of repair and that
water and a foreign substance were on the
stairs.
The defendant was the Connecticut Theatrical
Corp., SW subsidiary which operates
the Roger Sherman. The trial lasted four
days, and the Jury deliberated less than two
and one-half hours before awarding Annunziata
two-thirds of the sum which he sought.
New Screen at Mt. Olivet
MT. OLIVET, KY.—Owner Bob Moran is
installing a larger screen at the Royal Theatre
here as the first step in a projected program
of modernization. A 14x19 screen is
replacing the old 9x10 screen. While only 15
feet of the new screen will be used In the
immediate future, its size will permit the
eventual showing of Cinemascope features.
Other equipment slated for installation includes
a new RCA sound system and new
projectors with wide-angle lenses.
CINCINNATI
Qrawford and Porter, exhibitors of Beckley,
W. Va., have taken over operation of the
Lyric there from the Meadows family, which
has managed the house for 35 years. The
theatre was closed for extensive remodeling
and redecorating, which will be done by
National Theatre Supply, including seats,
draperies, ceiling, screen, mechanisms, etc.
This will take approximately 45 days.
Lloyd Rogers, Welch, W. Va., has disposed
of his interests in the Skyline Drive-In outside
of Welch. Rogers owns the Pocahontas
Theatre there . . . Mrs. Catherine Jones of
Waverly is having Cinemascope installed in
her theatre, which is open for weekend operation
. . . Phil Gelb, booker, Allied Artists, and
his wife are receiving congratulations on the
arrival of a baby, Wendy Nan, their first
child.
. . . Lou
. . Ellen Metcalf has joined
Jim Abrose, WB manager, was in Philadelphia
for a managers meeting
Korte, booker, 20th-Fox, has been promoted
to salesman to cover the Kentucky territory.
Korte replaces Ray Russo, now covering
Columbus
.
Fox as clerk in
20ththe
booking department, replacing
Shirley Berry, who resigned.
I.eona Piper is a new bookers clerk at U-I
... F. J. A. McCarthy, Canadian and southern
division manager, TJ-I, was in the city for
several days conferring with Manager Frank
Schreiber
. . . Nellie Sebree, inspector, RKO,
slipped on ice and injured her back. Mrs.
Sebree has been unable to work, but expects
to return next week.
"The Trouble With Harry" is in its seventh
week at the local Guild, owned by Willis
Vance. Indications are that it will break
the theatre record for length of run and attendance
. Hilton of Recreation
Institute, Chicago, was in to meet with drivein
theatre owners at the Variety Club, and
with conventional theatre owners the following
day to explain in detail his companys
promotion project, Sport Sampler. The purpose
of the promotion project is to increase
theatre attendance Monday through Thursday.
The package is offered in a concentrated
three or four-day drive to employes of industrial
companies and it gives the purchasers
$70 to $75 worth of entertainment for a
nominal cost. Hilton said Sport Sampler has
been in existence 23 years, and this is the
fourth edition in this city.
Film Council Head Starts
Eastern Speaking Tour
DETROIT—Mrs. Max M. Williams, president
of the Federation of Motion Picture
Councils, who lives at Royal Oak, north end
suburb, opened an extended eastern speaking
tour February 6 at the District of Columbia
Motion Picture and Television Council in
Washington. Her trip has a twofold purpose,
including detailed planning of the coming
second annual conference of the council, to be
held at the Jefferson Hotel in St. Louis April
19, 20, with the Better Film Council of St.
Louis as host, and Mrs. G. F. Goetsch as
general chairman.
On her current eastern tour, Mrs. Williams
is speaking chiefly to council groups, on the
topic "The People—Power—Potential of Motion
Picture Councils."
90 BOXOFFICE :
: February
18, 1956