Boxoffice-April.07.1956

APRIL 7. 1956
Typkol o( a Swtntanrial Nomber o» Shopping Cffnter Theatres Being Constructed in ttie U. S, it th< 1,000-teof, 5200,000 Northgnte Theatre in Suburbon Mempliis
JECUTIVt tDIIION
Nm Pm«i of All Edltlixii
N THIS ISSUE:
TMB
Ji©iDiM
THATli
SECTION

i
"Lili"
! 2
GREAT news!
Ever since Lili had its recordbreaking
run at this theatre
our patrons have asked us
for another Leslie Caron
picture of equal charni
and beauty...WeVegotit
for you
MGM'S enchanting bve story
Gaby
LESLIE CARON
JOHN KERR
OUR. NEXT ATTRAC//OA
\\
I
THEY'RE WAITING
FOR "GABY"
Photo of Trans-Lux
52ncl St. front. It is
fitting that "Gaby"
has its N.Y. Premiere
here where M-G-M's
ran for almost
years.
»

GOING AFTER GABY
Telling the nation! Billboards, Newspapers, Magazines, Radio, TV!
pr^set\i% ih COLO'f: aij^CINEMASCOPE
Leslie
/n
r/'^v.
/
WIIH
SirCedricHardwicke
MSfO OH » SCIEEN PUy Br
FBOMIHEPUr
S. N. BEHtMAN. PAUL H. tAMEAU • "WAUIIIOO BtlDGE"
ImElg
SCREEN
PUyBYALBERI HACKEITs FRANCES GOOORICHano
AND EEOIIGE FmSCHEl BrtOBEKIESNEmOD EASIMAN pRiNiBdECHNICOlOR -OiCiEDBy CURIIS FiioeycED by Edwin H.Knopf
NATIONWIDE POSTING CAMPAIGN
Above is the beautiful, specially lithographed 24-sheet that
sells "Gaby" from hundreds of billboards across the nation
in: Buffalo, Boston, Cleveland, Houston, Los Angeles,
Memphis, New Orleans, Philadelphia, Pittsburgh, Portland,
Ore., Salt Lake City, St. Louis, San Francisco, Seattle.
NATIONAL MAGAZINE CAMPAIGN
Full pages in 4-colors in: Life, Redbook, Cosmopolitan,
Seventeen. Look {two facing Vz pages in 4-colors).
Full Pages In
Top National
Magazines
"PICTURE OF THE MONTH" COLUMN: Look, Collier's,
Good Housekeeping, McCall's, Woman's Home Companion,
Cosmopolitan, Parents', American.
"LION'S ROAR" COLUMN: Saturday Evening Post.
AND NEWSPAPERS! AND RADIO! AND TV!
*
{Available in Magnetic Stereophonic. Pempccta Stereophonic or 1-Channel Sound)

"CRITICS AND TICKET-BUYERS WILL DECLARE IT THE BEST
'STAGECOACH' AND 'SHANE'! A BOX-OFFICE TRIUMPH!" * "THIj
SHOWMEN'S TRADE REVIEW
MAKES ONE OF THOSE RARE PICTURES FOR THE 'DISCRI!
"UNDOUBTEDLY ONE OF THE GREATEST WESTERNS EVER MA
THE SOUTHWEST CAN COMPARE WITH IT!"
HOLLYWOOD REPORTER
^ "A CONTEND!
\
WESTERNS
TO COME ALONG IN YEARS!" ^ "ONE OF THI
FILM DAILY
ENTERTAINMENT HISTORY!" * "ONE OF THE BEST WESTERN!
M. P. HERALD
THE^S-rORY THAT SWEEPS FROM THE GREAT SOUTHWEST TO THE CANADIAN BORDER IN VISTAVISION AND COLOR BY TECHNICOLOR
MSmMYMmTER'VmiA MILES 'WARD BoW-mTALIE WOOD
^CStilS PlAY BY \^Wk S. I^UGENT- EXECUTIVE PRODUCER MERIAN C. COOPER ASSOCIATE PRODUCER PATRICK FORD DIRECTED BY 4. TIME ACADEMY A VYAl

I
STERN EVER MADE!" ^.
BOXOFFICE
"IT RANKS WITH 'COVERED WAGON',
[UNION OF JOHN FORD, JOHN WAYNE AND MERIAN COOPER
lATING'
AUDIENCE AS WELL AS THE GREAT MASS OF FANS!"
M. P. DAILY
FOR SHEER SCOPE, GUTS AND BEAUTY-NO PICTURE OF
FOR THE BIG
MONEY STAKES!" ^ "ONE OF THE FINEST
VARIETY
REAT ONES!
PROMISES TO MAKE ECONOMIC AS WELL AS
\l YEARS!"
IT FILM JOURNAL

Best
one-reel
short
subject
of the
year !
10 GREAT NEW BUSINESS-
GETTING SHORTS FROM 20th!
COLOR by DE LUXE ^
ClNEMaScoPc
mHW'AHVIt
COLOR by DE LUXE
C|Nema5coP£
^
LADY OF THE GOLDEN DOOR
(Filmed in co-operation will]
Amefican Museum of Immigration)
The story of the Statue of Liberty,
symbol of our land of opportunity !
CLEAR THE BRIDGE
See the daring underwater
maneuvers of the submarine fleet!
DESERT FANTASY
A fascinating trip to the mystic land
of the Arabian nights!
Produced by
EDMUND REEK
Directed by
ANTHONY MUTO
THAT OTHERS MAY LIVE
Watch the daredevil drama of
air-sea rescue!
ADVENTURE IN CAPRI
Colorful, romantic journey to the
timeless Mediterranean isle!
Announcing our candidate
for next year's Awards! |
A VERY SPECIAL TWO-REEL SUBJECT r
Hand oftheBibl^
I
ClNEMAScOPt
;" Produced by Directed by
EDMUND REEK
JACK MUTH
Play it now while the Holy Land is
^^^mkJmtwot of the world!
|
COWBOYS OF THE MAREMMA
Thrill to the adventures of a new
kind of cowboy!
A THOROUGHBRED IS BORN
Heartwarming story of a colt's
life, from birth to victory
PIGSKIN PEEWEES
Watch the sandlotters of today
become the stars of tomorrow!
HONEYMOON PARADISE
Breathtaking tour of Niagara Falls!
HUNTERS OF THE SEA
The timely sport of skin-divers
and spear-shooters!
InemaScope Program Is Complete

, 1: . :,.\r,
i|,
V
e 7icj^ oft/ie7/lotam^7^cct(4/ie /fidiUPi//
THE NATIONAL FILM WEEKLY
Published in Nine Sectional Editions
BEN SHLYEN
Editor-in-Chief and Publisher
DONALD M. MERSEREAU Associate
Publisher & General Manager
JAMES M. JERAULD Editor
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JESSE SHLYEN. .. .Managing Editor
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Published Eserv Saturday by
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tor; Morris Scliln.in ,:, l; .1, . M
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I man
' ^
States
:
April
MYERS TO BRANDT: CAN'T BLAME
DECREES FOR EXHIBITOR ILLS !
Neither Divorcement Nor
End to Blockbooking
Involved, He Says
WASHINGTON — Independent theatre
owners" troubles are not due to the abolishment
of blockbooking or to theatre divorcem
e n t. Abram F.
Abram F. Myers
'
I
"
~^ Myers, board chair-
S, if 1 *]
I
and general
h ft ^^f^^^'M
fe-U-R^ 1
'^^^^
° '^ J^ s e 1 for Allied
Ass'n. declared
in a supplemental
'
statement filed this
week with the subcommittee
on retailmg.
distribution and
fair trade practices of
the Senate Select
Committee on Small
Business.
Selling pictures in
groups is not prohibited by the consent decrees,
and several companies are now selling
in that way, he pointed out, but they can't
condition the sale of one film on another.
ONLY LIMITATION SET
This provision against forced selling was intended
to be the only hobble put on the film
companies in the matter of group selling,
Myers declared.
"Some of the distributors do sell in blocks
to smaller accounts in noncompetitive spots.
That the practice is not more prevalent, and
is restricted to the very small operators, is
due not to the provisions of the decrees but
to the wilfulness of the distributors."
The Committee, he said, can render a valuable
service to exhibitors by dealing with this
matter in its report and calling upon the
film companies to take a more liberal attitude
toward selling in groups whenever they can
do so.
Myers' additional statement to the Committee
primarily was an answer to an attack
on himself personally and on Allied States
Ass'n by Harry Brandt, when the latter
appeared before the senators two weeks ago.
Brandt is president of Independent Theatre
Owners of New York. The New Yorker criticized
Allied for allegedly being a disruptive
force in the indu.stry and blamed the antitrust
decrees for many of the problems facing exhibition
currently.
MORE CREDIT THAN DESERVED
"Brandt credits me with far greater potency
than the facts warrant or my modesty will
admit when he proclaims that I am entitled
to the highest recognition for the provisions
m the Paramount decrees which he does not
like and for results allegedly flowing from
them."
Brandt, he comments, "artfully omits the
word 'compulsory' on discussing blockbooking
and blames the decrees and me because the
film companies, with the clear right to do so,
will not sell him more than one picture at a
lime, even in closed situations where he has
10 competition." Myers suggests that the
Lists a 3-Way Alternative
To Government Control
WASHINGTON—Abram F. Myers offered
a three-way alternative to government regulation
of film rentals in his supplemental
statement filed this week with the subcommittee
on retailing, distribution and fantrade
practices of the Senate Select Committee
on Small Business.
He told the Committee he agi'eed with sentiments
expressed at the hearing that the
ideal condition is for sellers and buyers to
match their resources, wits and skill in free
and open competition, with a minimum of
government control. This, however, he adds,
presupposes the existence of a free and unrestrict.ed
market, and the "market for motion
picture films is not a free one.
"It is not merely a sellers' market: it is
a starved market. And the shortage, for
which the film companies are responsible, is
being exploited by them to enrich themselves
while small-town and subsequent run theatres
are being forced to close their doors."
Myers asks, "What then is the alternative
to government regulation of film rentals?"
and then gives this answer:
"Obviously it is the adoption of needed reforms
in selling policies and practices.
"The immediate, practical step is to
adopt Allied's suggestions in reference to the
arbitration draft, which include:
ai Elimination of the provisions authorizing
and legalizing the prereleasing of a
stated number of pictures;
b> Reinstating of the Myers' definition of
clearance so that all clearance disputes could
be arbitrated: and
c) Adding a provision for the arbitration of
film rentals."
Myers said Allied considered the Committee
hearing of such importance and the
"issues of such gravity that the film company
presidents would be on hand as an indication
of their willingness to aid in working
out solutions. In this we were disappointed."
He told the Committee that if sales executives
and film company lawyers "maintain
Committee inquire of the distributor witnesses
—when they appear to give rebuttal testimony
later this month—"why they refuse to sell
Brandt more than one picture at a time in
his noncompetitive situations."
He declared that "those who are lamenting
the orders of the Court requiring the film
companies to divorce themselves from their
theatres should pause and reflect upon (a)
the intolerable conditions of favoritism toward
the affiliated theatres and discrimination
against the independents which prevailed
prior to those orders, and (b) the remoteness
and improbability of any casual relationship
their unyielding attitude, so that there is no
hope for relief by voluntary action" when
they appear before the investigating body, the
Committee will be graced with these grim
alternatives: Recommend the enactment by
Congress of suitable regulatory legislation
or do nothing and abandon the theatres to
their
fate."
Congress, he reminded the Committee, has
not hesitated to legislate with respect to particular
industries whenever it deemed necessary
to do so, and he pointed to partial or
total regulation which has been prescribed
by Congress: banks and banking via Federal
Reserve Bank legislation, railroads and
trucks via the Interstate Commerce Act. light
and power via the Federal Power Commission
Act, radio and television via the Federal
Communications Commission, petroleum
via the Interstate Oil Compact, shipping and
merchant marine via the Maritime Commission
legislation and meat products via the
Packers and Stockyards legislation.
"The phrase 'public utility' appears to have
a terrorizing significance to some, but any
industry becomes a public utility if its regulation
is in the public interest and the legislature
sees fit to exercise its power to that
end. The old notion that public utilities are
a closed category was terminated by the decision
in Nebbia v. United States. It may surprise
some to know that this liberal ruling
was handed down in 1934 by the Court when
it was opprobriously referred to as the Nine
Old Men.
"The American way, it seems to me, is
first to give the monopoly or oligopoly that
controls an industry an opportunity to put
its own house in order. If that opportunity
is spurned, then legislation is in order to
protect other industry members against their
would-be masters and protect the whole for
the use and benefit of the American people.
It would be a monstrous thing if after spending
billions to promote democracy in the far
corners of the earth, we should tolerate economic
despotism at home," Myers declared.
between theatre divorcement and the current
film shortage."
In defense of the Allied stand in favor of
arbitration of film rentals, Myers says:
"We, all of us, favor arbitration as a concept,
but the danger is that in rendering
homage to an abstraction we may overlook
what the instant proposal contains and what
the effects of its approval by the exhibitor
organizations, the Attorney General and the
District Court would be. The question was
asked at the hearing whether, aside from its
failure to provide for the arbitration of film
rentals, the current draft is
otherwise accept-
BOXOFFICE :
7, 1956

.
able. This suggestion causes apprehension
because Allied's statement of Its reasons for
rejecting the draft is not merely negatively,
but affii-matively, bad.
"Under the 1940 arbitration plan, disputes
involving clearances were successfully handled,
and that is all. The current draft has substantially
the same provision relating to
cle j-ance disputes, but would be almost
wholly ineffective. That is because the arbitrable
clearances under both the old and the
proposed new systenis are those written into
the contracts between the distributors and
the prior-run exhibitors. The cleara:ices or
waituig periods that are strangling the subsequent-run
and small exhibitors are not
entered in the contracts.
LISTS 'STRANGLING' CLEARANCES
"They are:
"(a) The indeterminate clearances resulting
from prereleases, the duration of which
rests in the uncontrolled discretion of the distributors;
"(b) The waiting time resulting from the
refusal of film companies to sell their pictures
to the subsequent-runs and small towns
until they have been milked dry in the big
city key-run houses; and
"(c) The long waiting periods which are
deliberately or intentionally imposed upon the
subsequent-run and small-town theatres by
the failure of the distributors to have a print
for them on their accustomed avaUabilities.
"The effect of the approval of this draft by
the Attorney General and the court, and its
entry as an order in the Paramount case,
would constitute judicial legislation of the
worst possible kind. Judicial legislation resulting
from judicial excesses in litigated
cases is bad enough: but what Al Lichtman
and his associates propose here is judicial
legislation by consent of the parties in the
Paramount case without invoking judicial
discretion."
The statement also devoted considerable
space to showing how Allied operated nationally
and regionally, in an answer to Brandt's
charge that Myers dominates the organization
and members are not informed of the
organization's policies and actions. Regional
units, he said, retain complete autonomy and
they cannot be bound by National Allied on
any issue against their will, although it is
customary for them to support positions taken
by the board, he added.
AS A CONSTRUCTIVE FORCE
Myers also maintained that "Alhed is a
constructive force." He pointed to the socalled
5-5-5 negotiations which the organization
helped carry on more than a quartercentury
ago, of its role in establishing UMPI,
an industry-unity movement of 15 years ago,
and its part in the movement on blockbooking.
Brandt, he pointed out, did not participate
in any of these constructive efforts.
RKO to Revive 'Kane'
NEW YORK—As a result of the business
done by "Citizen Kane" at the 55th Street
Playhouse, where it is now in its seventh
week, RKO Radio will re-release the picture
for showings in art houses in key cities.
Cohn Talks Pasternak Deal
HOLLYWOOD—Harry Cohn, president of
Columbia Pictures, is negotiating with the
newly formed partnership of Joe Pasternak
and Sam Katz on a long-term releasing deal.
^. BOXOFFICE
1
April 7, 1956
Committee Gathers Data
For Distributor Session
By LARSTON D. FARRAR
Washington Bureau, Boxoffice
WASHINGTON—When the Subcommittee
on Retailing, Distribution and Fair Trade
Practices of the Senate Committee on Small
Business begin.s hearings soon on the "producer-distributor"
side of the industry's woes,
it will have a mass of information gathered
during the past several weeks by Committee
attaches who are digging into the motion
picture industry's problems.
Jack Flynn and Charles Noone, counsel
for the subcommittee, have been busy contacting
Federal Communications Committee
officials, legal representatives of the motion
picture producers, and tapping many another
source of information to get the big picture,
and to get it in focus.
Both Flynn and Noone recently went to
New York to confer with Adolph Schimel,
chairman of the legal committee of the Motion
Picture Producers of America, and to
clarify, insofar as possible, the specific pointsof-confhct
between distributors and exhibitors.
At the same time, through the prompting
of Senator Hubert Humphrey (D.-Minn.), the
subcommittee attaches were trying to get
from FCC information relating to the number
of films that are being produced by major
Hollywood studios for television showing. It
was charged in the recent "exhibitor phase"
of the hearings that some companies produce
more footage for TV than they do for the exhibitors.
Senator Humphrey, taking note of the
many complaints of exhibitors that they
lacked product to change bUlings as often
as they wished, said that he would have the
staff look into the growing interest of film
producers in TV economic possibilities. He
the
said that any interlocking directorates in
competing industries should be explored, and
he mentioned, just for example, Pai'amount.
but without suggesting that he had any
knowledge of interlocking directorates among
its
officials.
It has been pretty clearly established that
when the distributors take the stand, they
will discuss such factors as prereleases, extended
first runs, arbitration of film rentals,
and the production of pictures in widefilm
processes, which preclude showing by many
exhibitors.
Meanwhile. Harry Brandt, president of the
Independent Theatre Owners Ass'n of New
York, who spent a whole afternoon on the
witness stand before the Senate group recently,
reiterated, in a letter to Senator
Humphrey, that the exhibitors of the nation
should be polled by the subcommittee to get
the views of
a wide cross section on the various
issues.
"We are convinced that the answer to these
questions could more easily be obtained by
means of a national referendum conducted
by your committee," Brandt wrote. "In conducting
such a poll, your committee can
."
render a great service to this industry .
Brandt, again and again in his testimony,
had hinted that the views of the exhibitors
themselves were widely at variance with the
views of their Allied leaders. Senator Humphrey
had not challenged this, but wondered
aloud how Brandt could be so sure that the
leadership did not represent the rank-andfile,
and why there could not be a poll made
on various issues. Brandt readily agreed to
such a poll by the subcommittee itself.
TOA Chief Asks Senate Committee
To Poll Exhibitors on Problems
NEW YORK—A Senate Small Business
Committee poll of exhibitors on trade practices
has been requested by Myron N. Blank,
president of Theatre Owners of America. In
doing so he echoed a request made by Harry
Brandt, president of the Independent Theatre
Owners Ass'n.
Blank wrote Sen. Hubert H. Humphrey,
General Tire Turns Down
50 Million for RKO Unit
Akron—General Tire & Rubber Co. has
turned down an offer of §50,000,000 for
RKO Teleradio Pictures, William O'NeU,
president, reported to stockholders this
week.
General Tire & Rubber Co. carries RKO
Teleradio, the new subsidiary which controls
both General Teleradio and RKO
Radio, on the books at less than 52,000.000.
O'Neil told the tire company stockholders
tiiat this shows the potentialities of the
investment.
committee chairman. Tuesday (3). He said
that membership response to a TOA questionnaire
on trade practices had been unsatisfactory,
and that a committee poll should result
in a much greater response. His letter
follows:
"We have a copy of the Independent Theatre
Owners Ass'n letter to you, signed by
Harry Brandt as president, respectfully urging
you to have the subcommittee on retailing,
distribution and fair trade practices conduct a
poll of exhibitors in order to get their views
on matters now before your committee. We
make the same request.
"We have tried for several months now to
get our members to answer a questionnaire
in the field. We sent a questionnaire to each
of our members, and three follow-up letters.
but only approximately 25 per cent have answered—not
nearly enough to make a useful
analysis. We feel certain that your poll, because
of the stature of your committee, would
have a much greater response."
The March 31 issue of BOXOFFICE quoted
Blank as saying he favored a Senate committee
poll.

T^uUe Se^!tt^
TOA Endorsement of a Poll
Stirs Exhibitor Interest
Many await next move by Sen. Hubert
Humphrey, chairman of Senate SmaU Business
Subcommittee; some say expense would
be light if done by Senate and prestige of
government backing would insure widespread
response.
*
Myron Blank Denies Running
Drive-Ins for Smith Group
Merely keeps the books for Boston organization,
he declares, after reading list of
defendants in antitrust suit filed by the Department
of Justice.
•
A. E. Bollengier Named Magna
Vice-President, Treasurer
Authority on corporate financial structure
of film companies named by George P.
Skouras, president of theatre company, to
succeed Malcolm Kingsberg, resigned; has
been associated with U-I, Eagle Lion, Hal
Roach, United Artists.
Ford Foundation Retaining
Lothar Wolff As Adviser
Becomes part-time consultant on documentation
of its activities while continuing association
with Louis de Rochemont Associates;
produced "Martin Luther" and figured
in production of "Lost Boundaries" and
"Walk East on Beacon."
*
License Formula Operation
Awaits One Firm's OK
Only minor details to be settled to satisfaction
of a single member company of Motion
Picture Export Ass'n before master plan
can be tested in division of Japanese import
allocations; early agreement seen.
*
Agreement Reached on Split
Of Chilean Import Permits
Country expected to allocate $400,000 for
motion pictures with about $250,000 for imports
from United States in both black and
white and color on footage basis.
Color Telecasts to Start
*
In Chicago on April 15
Ceremonies, which will be over WNBQ,
will be in dedication of National Broadcasting
Co. headquarters at the Merchandise
Mart; five hours daily will be devoted to
local color telecasts.
•
Steve Bosustow to London
To Set Up UPA Office
Pi-esidcnt of company will establish branch
to handle animated cartoon film production
and distribution and to produce TV com-
.^^ercia! WiitK for use in England and on the
continent.
Arbitrate Sales Policies,
Not Rentals: H. C. Arthur
NEW YORK—Arbitration of sales policies,
and not of film rentals, should be included
in an industry arbitration system, Harry C.
Arthur jr., board chairman of Southern
California Tlieatre Owners Ass'n, declared here
this
week.
"You cannot arbitrate film rentals," he
said, "because they can't be arbitrated to the
satisfaction of both buyer and seller. But,
you can arbitrate the national sales policies
which govern distribution of a picture."
He pointed to practices of Metro-Goldwyn-
Mayer when William F. Rodgers was in
charge of sales for the company. "The company
set up test runs for top pictures in
selected territories, and sales policies were
set on the basis of findings in the tests." This
guinea pig method was successful, Arthur
contended, because MGM was able to
establish sales policies and rentals limits
because of actual field experience.
FORESEES FEWER PROBLEMS
If such a program were put into use by
distributors, it would help diminish many
problems now created by film rentals. After
a test run the film rental could be set and
then, if found necessary during the regular
run, could be adjusted upward or downward.
Arthur also said he favored an arbitration
plan which permitted distributors as well as
exhibitors to take advantage of the machinery.
Any industry plan, he commented,
must be a two-way street. If such a plan was
now in effect. United Artists would have the
right to seek an upward revision on "Marty,"
as everyone underestimated its
potentialities.
In such a case, said the SCTOA board chairman,
arbitration would be working for the
distributor.
On his recent suggestion to the Senate
Committee on Small Business that a fair
trade practices commission be created for
the film industry, Arthur said he hoped exhibition
and distribution would get together
and establish such a body for its own good.
But, failing this, he said he would move to
obtain legislation establishing such a body
under government control.
Titanus Reports Record
Grosses for 'Scandal'
ROME—Titanus has reported record grosses
for "Scandal in Sorrento," its Cinemascope
production in Eastman Color, which will be
distributed in the U. S. and Canada by Distributors
Corp. of America. Cinemundus,
trade publication, has credited it with leading
all other pictures, including American pictures,
in key city first runs since September
1955.
Its closest U. S. contender was said to be
"20,000 Leagues Under the Sea," Walt Disney
picture.
•Scandal in Sorrento" stars Sophia Loren
and Vittorio De Sica. Dino Risi directed.
Six Titanus pictures appear in a Cinemundus
listing of the 18 top Italian grossers. The
others are "The Miller's Wife," "It Happened
at the Penitentiary," "A Hero of Our Times,"
"Girls Alone" and "The Swindlers."
Warns Exhibitors
Prices Are Too High
Movie
New York — High admission prices
are keeping patrons from the nation's
movie houses, and they should be cut,
Harry C. Arthur jr. declared here this
week in an interview with the tradepress.
The exhibitor who keeps admission scales
high is "his own worst enemy," he said.
Admissions are now way overpriced,
the board chairman of Southern California
Theatre Owners Ass'n, declared.
"That's one reason people are staying
away from theatres."
He recommended bargain rates as one
way to fill theatres, and advised theatremen
to offer the lower prices for the best
product and not just "for the cheap
stuff."
In St. Louis, where the Arthur Interests
run the Fanchon & Marco and St. Louis
Amusement Co. chain of theatres,
children under 12 are admitted free when
accompanied by an adult. When the new
widescreen processes came in the circuit's
theatres held to the line on price.
'The Buccaneer' Is Next
On DeMille's Schedule
HOLLYWOOD—Now in his 75th year, and
active in Hollywood production since 1913,
Cecil B. DeMille definitely scotched any
thoughts of his retirement by announcing another
film venture to follow his "The Ten
Commandments," now being readied for November
release by Paramount. Next on the
DeMille agenda will be a musical version of
"The Buccaneer," the story of pirate Jean
LaFitte, made by DeMille for Paramount in
1938.
The veteran showman has set Henry Wilcoxon,
his associate producer for the past
several years, to produce "The Buccaneer," and
the opus wUl star Yul Brynner, the Pharaoh
in "The Ten Commandments," who also will
make his debut as a director on the project.
It is to be lensed in VistaVision and Technicolor.
DeMille declared he wUl be devoting a
major share of his time, during the foreseeable
future, to
the completion of "The
Ten Commandments" and to plans for its
domestic and foreign release. He will, however,
actively supervise "The Buccaneer," on
which preparatory work will begin this summer,
with filming to start some time in 1957
Bette Doolittle to New Post
NEW YORK — Bette Doolittle has been
added to "The Ten Commandments" publicity
unit. She formerly was television assistant
to the National Ass'n of Radio and Television
Broadcasters and recently has been director
of homemaking service for P. Ballantlne
& Sons.
BOXOFFICE ;: April 7, 1956

:
April
ORDERLY RELEASE PLAN GAINS
MOMENTUM, SAYS GOLDENSON
May-June,Usually 'Orphan'
Release Period, to Bring
Good Results: Hyman
NEW YORK—The ten-point orderly release
program suggested Januai-y 12 by
Leonard H. Goldenson, president of American
Broadcasting-Paramount Theatres.
and Edward L. Hyman. vice-president, is
well under way and is gaining momentum,
they report.
SEES 'SUBSTANTIAL IMPROVEMENT'
Hyman predicts that dm-ing May and June,
normally one of the "orphan" periods for
product, there will be a "substantial improvement
in quality product."
All the distributing companies have approved
the plan.
Knowing that the project might get lost
after the first flush of enthusiasm unless
something was done to keep it alive. Goldenson
and Hyman have both been busy. Their
follow-through included addresses before exhibitor
and producer organizations in Boston.
Detroit, Chicago and Los Angeles. They explained
various points of the plan and urged
cooperation. This was promised.
"All of the distributors have agreed to
the orderly distribution plan." says Hyman,
"and I am definitely of the opinion that during
this May and June, normally one of the
'orphan' periods I have decried, will show a
substantial improvement in quality product."
Exhibitors as well as distributors have been
asked to join in the movement to make it a
success. The exhibitor end of it will consist
in developing advertising and exploitation
campaigns above and beyond normal, so that
distributors will be convinced the spreading
of releases is profitable.
Some exhibitors already have sent in "documentary
evidence of their special efforts along
these lines to sales managers," Hyman states.
As a result, he says he is convinced the
orderly distribution plan will be continued.
"The rebirth of showmanship is self-evident
in all of this follow-through." says
Goldenson. "It is present in the special advertising
and exploitation campaigns being
conceived for May and June. It is there in
the overwhelming personal appearance campaign
for 'The Scarlet Hour' and it is reflected
in the efforts for better publicity
coverage for Hollywood and theatres."
PROMOTING BIG PREMIERE
Goldenson had special words of commendation
for the energy being exerted for Carol
Ohmart and "The Scarlet Hour" in Salt Lake
City, of which Miss Ohmart is a native. The
picture will open there April 12.
"The ballyhoo drums already have begun
to beat." says Goldenson. "The tie-ins and
promotional efforts are too numerous to
mention. After Salt Lake City Miss Ohmart
is scheduled to appear in conjunction with
openings at San Francisco the following week.
"Every person with a stake in the industry
must not and cannot cease their efforts until
the entire ten-point program becomes a
reality." he concluded.
DOXOFFICE :
74'
Republic Pictures Outlook
Is Bright, Yates Reports
NEW REPUBLIC APPOINTMENTS—Reginald Armour, second from right, executive
vice-president of Republic Pictures International in charge of foreign operations,
held a press conference last week in New York. He announced executive appointments
in line with the extensive reorganization plans being undertaken by Republic president
Herbert J. Yates and himself. Left to right are H. Victor Green, new director of sales
for Great Britain and Eire; Charles H. Rosenblatt, assistant to Armour; Armour, and
Ricardo Canals, new super^'isor for the Caribbean area.
NEW YORK—Republic Pictures Corp. is
basing its profit hopes on its newly expanded
laboratory facilities, Herbert J. Yates, told
stockholders at their annual meeting Tuesday
(3). Yates was re-elected as president.
Other revenue sources about which he is
optimistic are sales of old films to TV, possible
TV revenue for old films from abroad
and rental of studio space. He offered these
observations to stockholders in explaining the
absence of dividends.
The company operates on a limited capital
basis, he said, and must retain cash which
might otherwise go to dividends as a result
of the laboratory expansion. He was asked
about a statement made a year ago at a
stockholders meeting in which he said the
company might drop film production. The
directors are still studying the matter, he said.
Five directors were elected as follows:
Ernest A. Hall, A. Louis Oresman, Harry C.
Mills, John J. O'Connell and Leon A. Swirbul.
More Open Theatres in U.S. Today
Than in 7944, Mike Simons Finds
HOT SPRINGS. ARK.—M. L. "Mike"
Simons, director of customer relations for
Metro-Goldwyn-Mayer, expressed optimism
here Tuesday (3) for the future of the theatre
industry in America.
Addressing a noon luncheon session of the
Arkansas Independent Theatre Owners the
speaker, as a challenge to those sounding the
"death knell" over theatre operations, pointed
out that in June 1944, before the advent of
television, there were 17.698 theatres and
drive-in movies.
"In comparison," he declared, "a check-up
as of February of this year reveals 17.710
theatres and drive-in movies. 12 more than in
1944, and the increase would be even higher if
the check had been held up until June of this
year."
Other speakers addressing the luncheon
were Jack Jackson of Houston, and Ray Colvin,
St. Louis, executive director of Theatre
Equipment Dealers.
The thi-ee-day convention, which opened
Sunday, closed Tuesday night with a banquet
and dance at Belvedere Country Club. Approximately
200 theatre owners and allied
business representatives attended.
Cited for Classroom Use
NEW YORK—"On the Threshold of Space."
20th Century-Fox science film, has been recommended
for classroom study by the educational
consultants of the Film Estimate Board
of National Organizations.
Educators are notified
in the March 15 issue of joint film estimates
that the film presents interesting
interplanetary travel problems.
7. 1956 II

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MAJORS PLACING 30 NEW FILMS
FOR RELEASE DURING APRIL
April, nine more than were available for
April 1955. Fourteen, or almost half of the
30 will be in color, including five in Cinemascope,
one in VistaVision and one in
Supenscope, compared to 16 in color in
April 1955.
In addition to the 21 new features from the
ten major companies in April 1955, there were
two from Lippert. now inactive, but these two
will be made up by "Fi-isky," from Distributors
Corp. of America, and "Blonde Bait,"
from Associated Film Releasing.
AMONG THE TOP RELEASES
The 30 for April is the highest for any one
month in the 1955-56 season to date.
The new pictures for April release include:
"Anything Goes." star-studded musical in
VistaVision, "Alexander the Great," a spectacle
in Cinemascope, and "Tribute to a Bad
Man," an outdoors picture, and "Hilda Crane,"
"The Revolt of Mamie Stover" and "The
Swan," Cinemascope pictures with feminine
stars, and "Great Day in the Morning," in
Super.scope. All of these are also in color. In
addition, there will be a black-and-white
VistaVi.sion feature, "The Scarlet Hour."
Other pictures in color include: "Serenade,"
a feature with operatic singing; "Backla.sh"
and "Mohawk." adventure films; "Magic
Fire," also with classical music; "Circus Girl,"
a German-made picture, and "Zanzabuku," a
documentary.
The Important black-and-white pictures for
April release, in addition to the VistaVision
"The Scarlet Hour," will Include: "The Harder
They Fall," "The Come On," "While the City
Sleeps," "Over-Exposed," "Timetable," "Miracle
in the Rain," all in the dramatic category;
"The Creature Walks Among Us," a
horror film; "Rock Around the Clock," a rock-
'n'-roll musical, and "Kettles in the Ozarks"
and "Crashing Las Vegas," comedy features.
There will be also two western programmers,
"Blackjack Ketchum, Desperado" and
"Broken Star."
LINEUP BY COMPANIES
Broken down by companies, the April 1956
releases will
be:
ALLIED ARTISTS—"The Come On," in
Superscope, starring Anne Baxter and Sterling
Hayden; "Wicked Wife," a British-made,
starring Nigel Patrick and Moira Lister, and
"Crashing Las Vegas," starring the Bowery
Boys, headed by Leo Gorcey and Huntz Hall.
Most for Any One Month ^
Of 1955-1956 Season; A Central Public Relations Office
Fourteen in Color
By FRANK LEYENDECKER Is Suggested for Film Industry
NEW YORK — Exhibitors will have a
CHICAGO—A Joining of exhibitor and dis-
choice of 30 new features for the month of
tributor forces on a nationwide scale for the
purpose of stepping up theatre attendance
has been suggested by James Jovan, owner and
operator of the Monroe Theatre in the Loop.
The gist of his proposal involves setting up a
central public relations office, through the
combined effort of distributors and exhibitors
(possibly through COMPO) where the prime
function would be to get people out of their
liomes in the evening to attend a theatre.
Stating that he isn't unmindful that propaganda
lauding new innovations and the current
crop of top product to some extent plays
a part in stimulating business at the boxoffice,
Jovan contends that exhibitors and distributors
as a body could do a much more effective
job.
"Every theatre owner I talk to seems to be
in the same boat," said Jovan. "We are constantly
deploring boxoffice recessions, but no
one seems to be putting emphasis on a plausible
solution to the problem! We have a job,
and that job is making a sincere effort to
Gaye, and "Blackjack Ketchum, Desperado,"
starring Howard Duff and Victor Jory.
METRO-GOLDWYN-MAYER—"Tribute
a Bad Man," in Cinemascope and color, starring
James Cagney with Irene Papas, Stephen
McNally and Don Dubbins, and "The Swan,"
in Cinemascope and color, starring Grace
Kelly, Alec Guinness and Louis Jourdan with
Jessie Royce Landls, Brian Aherne and
Estelle Winwood,
PARAMOUNT—"Anything Goes," In Vista-
Vision and Technicolor, starring Bing
Crosby, Donald O'Connor, Jeanmaire and
Mitzi Gaynor, and "The Scarlet Hour," in
VistaVision-black-and-white, with Carol
Ohmart, Tom Tryon and Jody Lawrance.
RKO RADIO—"Great Day in the Morning,"
in Superscope and color, starring Virginia
Mayo, Robert Stack and Ruth Roman;
"While the City Sleeps," starring Dana Andrews,
Ida Lupino, Rhonda Flemmg and John
Barrymore jr., and "The Way Out," a
British-made starring Gene Nelson and Mona
Freeman.
REPUBLIC—"Magic Fire," in Trucolor,
made in Germany, starring Yvonne de Carlo,
Carlos Thompson, Rita Gam, Alan Badel and
Valentina Cortesa; "Stranger at My Door,"
with Macdonald Carey, Patricia Medina and
Skip Homeier; "Circus Girl," a German-made
in color, starring Willy Bixgel, and "Zanza-
COLUMBIA — "The Harder They Fall,"
starring Humphrey Bogart, Jan Sterling and
Rod Steiger with Max Baer and Jersey Joe
buku," a documentary in color.
Walcott; "Over-Exposed," starring Cleo
Moore with Richard Crenna; "Rock Around TWENTIETH CENTURY-FOX—"The Revolt
Mamie Cinemascope and
Vac Clock" starring Bill Haley and the
of Stover," in
Comets with .Johnny Johnston and Lisa color, starring Jane Russell, Richard Egan
to
draw people away from TV sets and into the
theatre!"
Jovan says that the type or organization
he hopes to see established should concentrate
on one basic theme—making people continuously
aware of the fact that a change in entertainment
would be refreshing, say between the
hours of 5 and 9 o'clock; that instead of sitting
home night after night in front of a
television set, a movie be made a habit at
least once a week. "Families have become
accustomed to checking TV programs and
then settling down to watch them," he declared.
"Let's change this habit!" he added.
"We can start propagating movie programs.
I feel confident that constant plugging will
do us all a lot of good!"
Sincerely wanting to get the ball rolling on
his proposal, Jovan indicated that distributors
and exhibitors should contribute enough
money to make up a national budget permitting
a centralized public relations office to
operate from six months to a year.
"We have the talent and the money," he
stated. "Let's get to work!"
and Joan Leslie; "Hilda Crane," in Cinema-
Scope and color, starring Jean Simmons, Guy
Madison and Jean-Pierre Aumont, and "Mohawk,"
an Edward Alperson production in
color, starring Scott Brady, Rita Gam and
Neville Brand.
UNITED ARTISTS—"Alexander the Great,"
in Cinemascope and Technicolor, produced
by Robert Rossen, starring Richard Burton,
Fredric March. Claire Bloom and Danielle
Darrieux; "Timetable," produced by Mark
Stevens, starring Stevens with Felicia Farr,
King Calder and Wesley Addy; "The
Broken Star," starring Howard Duff with Llta
Baron: "The Creeping Unknown," sciencefiction
film produced in England by Anthony
Hinds and directed by Val Guest, starring
Brian Donlevy, Margia Dean and Jack
Warner.
UNIVERSAL-INTERNATIONAL — "Backlash."
in Technicolor, starring Richard Widmark.
Donna Reed and William Campbell;
"Ttie Creature Walks Among Us," with Jeff
Morrow, Leigh Snowden and Rex Reason, and
"Kettles in the Ozarks," starring Marjorie
Main with Arthur Hunnicutt and Una Merkel.
WARNER BROS.—"Serenade," in Warner-
Color, starring Mario Lanza, Joan Fontaine,
Sarita Monteil and Vincent Price, and
"Miracle in the Rain," starring Jane Wyman,
Van Johnson with Eileen Heckert, William
Gargan and Peggie Castle.
Also. DCA's "Frisky" is an English-dubbed
film staiTing Gina Lollobrigida and Vittorio
De Sica, and "Blonde Bait" is an Associated
Film Releasing picture with Beverly Michaels
and Jim Davis.
I
April 7. 1956

WE DON'T
HAVE TO
DOLL UP THIS AD
FOR youseGUYS!
Here are the amazing Facts about the holding power
of 'GUYS AND dolls: It's got LEGS! (did you notice?)
Imagine! In the short span of 20 weeks since "GUYS AND
DOLLS" went into release, it has had 968 weeks of playing
time (gosh! that's 18 Vi years!) EVERYBODY goes to see it. If
you haven't played it yet, don't hold out on your patrons!
Hold it
for a long and happy run
•
"G&D" is always in the news. Now there's more publicity about the big international opening in Tokyo; the coming ones in Hong Korri
April 11th and Manila, P.I. April 13th. Producer Samuel Goldwyn, star Marlon Brando and the Goldwyn Girls (above) are there.

: April
Berger for Arbitration,
If It Is All-inclusive
DETROIT — Ben Berger. chief advocate
of government control of film rentals, made
a plea for all-inclusive arbitration as the solution
to industry ills at the Michigan Allied
convention here this week (4, 5).
"We don't want to go to Congress. We've
been going there for 25 years," he said. He
made it clear that he favored an arbitration
plan.
"Anything that can be litigated can be arbitrated,"
he said. "We are asking that everything
be arbitrated, including film rentals."
Exhibition isn't asking anything irrevocable,
he pleaded. "We are asking for it for only a
year on a trial basis. If the film companies
were sincere, they would grab the idea and
make it their own."
Berger said that if an arbitration system
was adopted, very few cases would come up
for settlement. He cited the experience in
Minneapolis where the so-called Berger-
Smith conciliation plan of some years back,
was established, to consider exhibitor-distributor
differences, including rentals.
"Not a single case came to us because the
manager and the salesman, knowing the
policeman was standing by. worked out the
best possible deals," he said.
As for the hearings in Washington before
the subcommittee on retailing, distribution
and fair trade practices of the Committee on
Small Business. Berger believes they will
result in the development of a code of ethics.
The convention, the 37th annual meeting
of the Allied unit, drew a record number of
exhibitors. It was announced that the unit
made a marked increase in membership during
the year, and virtually all theatres in the
Lower Peninsula are now members of the
association. This increase is due to two
principal factors: (1) A "painless" method of
collecting dues on a weekly service fee basis,
and 1 21 closer liaison with several bookingbuying
services which represent most of the
Movie Patrons Demand
Best in
Film Sound
DETROIT—Movie patrons are more
sound conscious today than ever before
and will soon be demanding better sound
in motion picture theatres because of
their experience in the hi-fi field, Alden
Smith, president of Michigan Allied, declared
at an equipment session held at
the unit's 37th annual convention.
Ernest Forbes, jr., equipment dealer who
participated in the discussion, pointed out
that while the public may not be able to
distinguish between magnetic or optical
sound, they do not have a definite preference
for fine sound quality.
Another equipment dealer, Orville
Wells, declared, "We've gone overboard
on big pictures," and said there was a
noticeable shift to smaller screens. This
significant shift was corroborated by a
number of exhibitors in the audience.
The clinic considered aspect ratios and
screen ratios and the discussions Indicated
that the situation remains unsettled
a.s far as theatremen are concerned.
independent theatres in the state.
Generally, convention interest centered on
local problems rather than the broader national
aspects of the industry picture.
The convention elected an advisory board
representing buying-booking services, naming
Sam Barrett, Cooperative Theatres; William
Clark, Clark Tlieatre Service Co.;
Clive Wasman. Independent Exhibitors The-
.?tre Service: Carl Buermele, General Theatre
Service; Floyd Chrysler, Chrysler Associated
Theatres, and Lou Mitchell.
Brandt Proposal on Government Loans
Viewed Skeptically in New York
NEW YORK—Local exhibitors with small
holdings generally disagree with the suggestion
made by Harry Brandt, circuit owner, before
the Senate Small Business Committee
that a government agency provide mortgage
aid for theatres that can't get bank loans
for improvements.
B--andt had told the Committee at the
Washington hearing that the regular lending
institutions, including banks and insurance
companies, do not regard theatres as good
risks. At present, no government loans are
possible under the law to the entertainment
industry. The government through its Small
iiusiness unit can make emergency loans to
ither bu.sinesses.
Exhibitors here wouldn't talk until promised
rnmunity from identification. The minority
't'irested in the Brandt proposal called the
ivernment's denial of loans to the entertainent
industry "discrimination against a
.ultimate enterprise." They said they had
> fear of government control through loans.
They believed that such loans to other small
businesses have kept many of them from going
to the wall, and that loans to theatres would
save many of them from extinction.
Another exhibitor said that the longer he
stayed in the business, "the more convinced
I become that the government should be kept
out of it entirely." He called the theatre
business "a different kind of risk." He urged
that the industry "stay away from Washington
except when tax relief is needed." He
said the consent decree liad not been lived
up to, that it "will have to go out of the
window soon" and that "perhaps then there
will be some relief."
Several said Brandt had not gotten to "the
root of the matter" which they called rentals,
product and non-enforcement of the consent
decree by the Department of Justice.
"Brandt has offered no cure," they said.
"He would only have the government provide
more money for us to lose. And the government
would become a business partner."
Milton London Elected
Mich. Allied Head
DETROIT—Milton London. Detroit, was
elected president of Michigan Allied, succeeding
Alden Smith at the annual convention
this week. Other new officers: Alden Smith,
vice-president; William Wetsman, treasurer;
Bernard J. Kilbride jr., recording secretary.
Ernest T. Conlon continues as executive secretary.
Directors elected: Alden Smith, William
Wetsman, Bernard J. Kilbride jr.. Adolph
Goldberg. Milton Goldberg. Del Ritter. and
Norman Wheaton. Detroit: Irving Belinsky,
East Detroit; Emmett Roche, Hart; Frank
Forman, Oxford; Mrs. Dolores Cassidy.
Midland: Walter Fisher. Grand Rapids; William
Rice, Owosso; Frank Spangle, Utica;
Howard Sharpley, Hillsdale; Martin Newman,
Coldwater: Bert Penzien, St. Clair
Shores: Art Narlock. Bay City; Lou Lutz,
Highland Park; Ralph Marsden, Muskegon.
Harold Brown. United Detroit Theatres
president, addressed the Thursday afternoon
session as state chairman of the federal tax
campaign, stressing the next two weeks very
important because of resumption of the congressional
session, and urged personal contact
of representatives by exhibitors to present the
film industry case.
Allied passed a resolution by a strong majority
to support the federal tax campaign.
Details of support are to be worked out
subsequently. Benjamin Berger, Minneapolis
leader, attacked monopoly in the film industry,
accusing major companies of eliminating
first run competition in principal cities,
by building theatres alongside existing
houses, sketched history of exhibitor-distributor
relations, calling latter's view "philosophy
of extortion."
"Film companies have gone amok lately
in asking percentage." They sell abroad for
less than at home, Berger said.
There was a vigorous extended discussion
of Film Truck Service, serving most Michigan
theatres. It was brought out that Allied
is represented on the board to keep members
informed of the situation. About 60 exhibitors
are now stockholders in Film Truck,
which has recently undergone a change of
management with resumption of control by
Mrs. Gladys B. Pike and Miss Jane Robinson.
The whole issue is very involved and was referred
to the new Allied officers. A full
financial statement was promised for distributon
to all stockholders promptly by Miss
Robinson.
MGM Lists 16 Features
In Production Stages
HOLLYWOOD—MGM has 16 stories, purchased
before they appeared in print, ready
for filming or in various preparatory stages,
an alltime high in that literary category,
it was reported by Dore Schary, studio head.
The lineup includes The Big Dream, an
upcoming novel by Leon Uris: The House of
Numbers, which will be published in Cosmopolitan
magazine; The Flood, scheduled for
the Saturday Evening Post: and Don't Go
Near the Water, Raintree County, Something
of Value, Raquel, The Amazing Nellie Bly.
The Year of Love, The Power and the Prize,
Designing Woman, Wonderland, Number
Four With Flowers, The Wreck of the Mary
Deare, Pattern of Malice and How High Is
Up?
BOXOFFICE
:
7, 1956

, ^
"THE HARDER THEY FALL'
IS COLUMBIA'S VS/ATERFRONT'
FOR THIS YEAR, BOTH IN TERMS
OF A BIG BOX OFFICE AND
AS A CONTENDER FOR
ACADEMY ANA/ARD NOMINATrONSl'l
From the rave review
in THE FILM DAILY
THE
in h.s most power P-__,
_,
Toro
"Ssmsmms^
Moreno

: April
Shipping, Inspection
Center for Okla. City
OKLAHOMA CITY—Construction of a
$400,000 consolidated Filmrow unit will get
under way soon by the Oklahoma Central
Shipping and Inspection Bureau, Inc. Con-
_ sidered one of the most
ambitious projects of
its kind in the country's
32 exchange centers,
the building is
designed to house ten
film exchanges, as well
as a screening room
and a restaurant.
The shipping and inspection
bureau will
handle the film inspection
and shipping for
Earl Jameson jr. ten film companies.
The building, which
also will provide room for the exchange operations
of the companies, will be located in the
600 block on Shartel street, six blocks south
of the present Filmrow.
The building will provide employe parking
in the basement as well as off-street parking
for customers. It will be air conditioned.
Earl Jameson jr., associated with his father
Earl Jameson sr. in the Exhibitors Film Delivery
& Service Co. in Kansas City, is president
of the Oklahoma Central Shipping and
Inspection Bureau which will build and operate
the consolidated motion pictiu-e unit. For
some time he has been flying back and
forth between the two cities in his own plane
looking after
the local Central interests.
Empire in Daytona Beach
Is Destroyed by Fire
DAYTONA BEACH, FLA.—Flames wiped
out the 1.050-seat Empire Theatre when fire
of an undetermined origin swept through the
theatre, an adjoining three-story hotel and
two stores early Tuesday (3). The fire broke
out in the theatre shortly after the last show
Monday, and spread quickly to the hotel
and sto)-es. Fireproof buildings on both sides
of the theatre kept the fire from destroying
additional property. Both front and rear
walls collapsed before the flames were
brought under control. Damage was estimated
at $500,000. The theatre is operated
by Florida States Theatres.
Columbia Schedules
Expose on Hypnotism
HOLLYWOOD—Columbia has completed
arrangements whereby Lewis Meltzer and Paul
Coates, the latter a newspaper columnist and
TV personality, will produce an untitled feature
exposing the dangerous misuse of hypnotism
in the hands of charlatans.
Coates and Meltzer are collaborating on
the script, with the latter to produce. Jonie
Taps of Columbia will serve as the executive
producer.
ABC Vending Net Is Up
NEW YORK—ABC Vending Corp. had a
net income of $1,564,038 during the fiscal year
eroding Dec. 25, 1955. This was an increase
of $215,481 over the previous year. The pershare
earnings rate was up from $1.40 in
1954 to $1.63 in 1955. Sales increased from
.•f'l.H.188,338 in 1954 to $50,172,202 in 1955,
PLANNING SESSION—C. V. Whitney
(right), president of C. V. Whitney Pictures,
chats with Merian C. Cooper, vicepresident
and executive producer, at the
recent press luncheon at which the company's
ambitious multi-picture production
slate was announced.
To Use Drive-Ins Screens
To Promote Seat Covers
NEW YORK — American Enka Corp.,
manufacturers of Jetspun rayon seat cover
yarns, will use drive-in theatres to advertise
its product this spring. This will mark the
first time that a textile yarn manufacturer
has entered the movie market to advertise
its product, according to M. Boylan Carr, the
company's sales manager.
One-minute color film commercials are
now being produced for use during May and
June—peak selling season for seat covers
and will be shown on alternate weeks for
eight weeks in 221 drive-in theatres in 74
cities. Hard-sell will be carefully avoided
because of the captive nature of the drivein
audience, Carr said. Details of the promotion
are now being worked out by Anderson
& Cairns, advertising agency for American
Enka, Alexander Film Co., fabric mills, seat
cover manufacturers, auto trim shops and retailers.
Seat cover manufacturers will distribute
prints of the commercials to local dealers to
help assure gi-assroots support for the overall
promotion. Prints also will be available
to dealers for local sponsorship in cities not
on the regular schedule. In such cases, dealers
will get an opportunity to buy 20-second
trailer films for their individual sales message.
Such films will be made and distributed
by Alexander Film Co. at no cost to dealers.
National Theatres Seeks
Reno, Nev., Drive-In
WASHINGTON—The Department of
Justice
has announced that National Theatres
will ask the U. S. district coiut of New York
to acquire the Midway Drive-In Theatre,
near Reno, Nev., but that no date has been
set for the court hearing.
The drive-in is about two and one-fourth
miles southeast of Reno, with a 443-car capacity
that can be expanded to an 800-car
capacity. Floyd C. Bernard is the present
operator.
National Theatres already operates one
first run conventional theatre in Reno.
Cancer Appeal Released
NEW YORK—The newsreel companies have
begun release of the 1956 trailer of the American
Cancer Society which is campaigning for
$26,000,000. It was produced by 20th Century-
Fox and features Gregory Peck.
Johnston io Report
On Worldwide Tour
NEW YORK—Eric Johnston, president of
the Motion Picture Export Ass'n, was scheduled
to return to the U. S. over the weekend.
He has been on a world business trip.
He was in Rome early in the week conferring
with Italian government and industry officials
on Italian requests for more color printing
there by U. S. companies. G. Griffith Johnson,
MPEA vice-president, flew to Rome to
join him in the talks.
On his return, Johnston will confer with
the member company presidents on a date for
the annual meeting of the Motion Picture
Ass'n of America, of which he also is president.
It will be held later than usual this
year because of his absence abroad.
Reports coming in from India are that
Johnston received a royal welcome in meetings
with government and industry heads, including
one hour with Nehru, and that he
was optimistic about the development of the
film market there. Johnston was similarly
greeted in Pakistan. He found the market for
films there increasing.
National Sales Meeting
Of 20th-Fox Is Held
HOLLYWOOD—New product was screened
and merchandising campaigns thereon were
discussed at a two-day national sales meeting
held Thursday and Friday (5, 6) at 20th
Century-Fox studios. The conclave was attended
by home office executives including
President Spyros P. Skouras, as well as division
managers from the U. S. and Canada.
Skouras and Buddy Adler, executive producer,
joined in welcoming the visitors, who
included:
Charles Einfeld, vice-president in charge
of advertising, exploitation and publicity;
Alex Harrison, newly appointed general sales
manager: William Gehring, executive assistant
to Skouras; MuiTay Silverstone, president
of 20th Centm-y-Pox International; division
chiefs Glenn Norris, eastern; Tom McCleaster,
central; Al Levy, northeast; Morton Levy,
midwest; Harry Ballance, southern; Paul Wilson,
southeast; Mark Sheridan, southwest;
Herman Wobber. western: Pete Myers. Canada;
Martin Moskowitz, Atlantic seaboard,
and Reville Kniffen, assistant western division
head.
Planning sessions focussed on releasing arrangements
for the company's second 55mm
Cinemascope production, "The King and I,"
which stars Deborah Kerr and Yul Brynner
and is based on the Rodgers and Hammerstein
musical success. The executives also
viewed "Hilda Crane," "The Proud Ones,"
"The Revolt of Mamie Stover." "The Sixth
of June" and other product.
RKO to Film 'Pakistan/
Starring John Wayne
HOLL-YWOOD—Scheduled for 1957 release,
RKO Radio has added "Pakistan," based on
a story by Robert Hardy Andrews, to its
agenda as a Stanley Rubin production and
has inked John Wayne for the starring role
in the adventure drama.
To be filmed in color, it will be shot almost
entirely on location in Pakistan, with
lensing to begin there in mid-October. Pakistan
government cooperation has been promised.
Stirling Silliphant is writing the script.
la BOXOFFICE
:
7, 1956

United Artists
proudly congratulates
The Hecht-Lancaster Companies
Producer
old Hecht
ACADEMY AWARDS
to
HAROLD HECHT
"Best Motion Picture of the Year"
to
ERNEST BORGNINE
"Best Performance by an Actor"
to
DELBERT IVIANN
"Best Achievement in Directing"
to
PADDY CHAYEFSKY
"Best Screenplay"
Hecht-Lancaster presents "Marty" starring Ernest Borgnine and Betsy Blair
Story and Screenplay by Paddy Chayefsky* Directed by Delbert Mann
WProduced byiiBi||Utecht' Associate Producer: Paddy Chayefsky

REPORT TO THE INDUSTRY
West and Southeast States lead List
UPSURGE IN NEW INDOOR THEATRE BUILDING
41 Projects Costing $13,580,000 Reported in First Quarter of 1956
By PHIL HANNUM
KANSAS CITY—A surprising upsurge in
new theatre building, particularly in the
western and southeast states, has been reported
in the first quarter of 1956.
Forty-one new indoor theatres, with a total
seating capacity of 46.924, costing an estimated
$13,580,000, have been opened, placed
under construction or announced as spring
and summer projects in the 90-day period, a
BOXOFFICE survey shows.
PART OF SHOPPING CENTERS
The rapidly expanding shopping center
movement is responsible for a number of the
larger theatres, as is the shift of patrons into
newly developed suburban areas. The investments
in indoor theatres to meet this population
shift to the suburbs indicate that film
patronage in these areas will not belong exclusively
to the drive-ins, as some industry
seers have been predicting. Nor is there any
indication that the day of the big-seaters, as
far as new construction is concerned, is over.
The average size of the 41 new theatres is
approximately 1,100 seats, about double the
national average for the more than 17,000 indoor
theatres now in operation.
Southern California, one of the first areas
to report a slump in theatre business in postwai-
years, leads the resurgence, and four
regions dominate the uptui-n. The West,
topped by California's 11 new theatres, is the
national regional leader with 22 new units.
The Southeast, where Florida is adding seven
new indoor situations, is the second most active
region with 14 units in the works. The
Southwest reports three new theatres and the
East two.
The surprising upsurge is led by the luxurious
$1,500,000 Sunrise Theatre which
Charles Creighton, Nicholas George and
Joseph Ellul are adding to the Sunrise Shopping
Center, Fort Lauderdale, Fla. The
million-dollar Riviera Theatre, first new indoor
theatre added to Loew's chain in 18
years, was opened in Miami. Anchorage,
Alaska, celebrated the grand opening of the
$650,000 Poulsen and Schrock 816-seat Center
Theatre in the Spennard Shopping Center.
Plans for a super-indoor theatre of 3,000
seats were announced by Tom and Henry
Griffing for Albuquerque. Other construction
ranged from theatres in new million-dollar
shopping centers to attractive new neighborhood
houses with seating in the 300-400
class.
INDEPENDENTS INVESTING
Independent investors are backing 47 per
cent of the new construction, an encouraging
straw in the wind as it indicates growing renewal
of confidence in exhibition on the part
of outside capital. Sixteen circuits also share
in the renewed activity. Fox West Coast Theatres
and Lippert Theatres lead with three
projected hardtops each, all six of these new
theatres to be in the southern California area.
Sterling theatres has two new de luxe unit.s
in the works near Seattle. Stewart & Everett
Theatres is opening two new situations in
North Carolina. Twelve other circuits will
add a single new unit.
Geographical Location of New Indoor Theatres
the trend toward including
Significant, too. is
new hardtops in the new suburban shop-
ping centers. Thirty per cent of the new
units reported since January 1 will be the
entertainment cent-ers of newly built shopping
areas in New York. Florida, Georgia.
Tennessee, Virginia, Montana, Washington
and Alaska.
Excluding the 4,300 seats represented by the
two million-dollar plus theatres in Florida,
where the average per seat is well over $500,
the cost of the bulk of the new construction
averages out at $260 per seat, as 42,624 seats
will be added to national indoor capacity at
a cost of $11,082,240. This figure presents an
interesting comparison with the $280-per-car
average for new super drive-ins and $225-$250
per-car cost for small drive-ins in 1955 as
reported in the BOXOFFICE annual drive-in
building survey, February 4.
New Theatre Tabulation
Alaska
California
Colorado
Florida
Georgia
Montana
New Mexico
New York
Noith Carolii
Oklahoma
Tennessee
Texas
Virginia
Washington
Announcement of new indoor theatre construction
in southern California is regarded
as a display of
exliibitor optimism missing in
that region for several years. Robert L. Lippert,
veteran circuit head, is speai'heading
the new activity as he readies the 1,200-seat
de lu.xe Crest in Tarzana for July 1 opening,
completes the La Habra Theatre, and plans
construction of a third new theatre in Orange
County.
3 FOR FOX WEST COAST
Fox West Coast Theatres, the territory's
largest chain, has announced construction
plans for a theatre in the Covina area, one in
the San Fernando valley and a third in
Orange County. The Covina unit will be the
first new indoor theatre for the circuit for
several years.
Meanwhile, Fred Siegel has a $400,000
theatre
with 986 seats under construction at
Oceanside and ground will be broken soon
in West Covina for a 1,000-seat house for
Sid Pink and associates. This latter construction
is tabbed at $100,000.
While the bulk of new construction follows
new population trends closely, as represented
by the new theatres planned for new
suburban shopping centers and new neighborhood
houses for recently developed residential
areas, there is still another encouraging
trend. It is represented by new construction
in towns where no motion pictures have
been available in recent years. For example,
in Deer Park. Wash.

on March 15. The new Davis, complete with
widescreen and latest booth and sound equipment,
i.s the town's first theatre of any type.
Following is a state-by-state tabulation of
new indoor theatres:
ALASKA
Anchoroge—Center Theatre, 816 seats, opened
recently in neorby Spennord Shopping Center by
Poulsen and Schrock Theatres. The $650,000 theatre
features carpeting with Alaskan totem pole designs;
concessions paneled in natural birch.
CALIFORNIA
Covina—Fox West Coast Theotres, territory's largest
circuit, hos selected this areo as site for its first
indoor theatre in several yeors. Plans are still in
formulative stage.
Elk Grove—C. P. Armendson has opened the newly
constructed Boulevard Theatre.
Etna— Don Avery constructing a 400-seat indoor
theatre.
La Habra— Lippert circuit has bought the La Habra,
but never finished. Since
originally storted m 1949
1949 the construction has been leased as a storage
warehouse. Completion work to start at once; to
all
hove 1,200 seats, with screen for Todd-AO and
other
processes.
Lower Lake—May opening planned for a new indoor
theatre being built for an association of area
businessmen. Mel Murphy will equip and operate the
theatre.
Oceanside—Fred Siegel constructing the Star Theatre,
986 seats in stadium-type arrangement; $400.-
000 being invested in the land, construction and
equipment.
Orange County—Fox West Coast circuit formulating
plans for new theatre; no starting date onnounced.
Orange County— Lippert Theatres also will build
a new indoor theatre in this area; project still in
planning stage.
San Fernando Valley—Fox West Coast circuit
plonning new hardtop theatre for the area; starting
Torzano—$375,000 being invested to build the
Crest Theatre, 1,500 seats, by Lippert Theatres. A
section of rocking-choir loges, 30x70-foot screen and
parking room for 200 cars are outstanding features.
West Covina—Ground to be broken soon by o
I.OOO-seat indoor theatre by Sid Pink and associates.
COLORADO
Brighton—Skyline Theatre, 700 seats, costing $135,-
000 hos been opened by a nine-man corporation.
James Kennedy is manager.
Littleton—New $200,000, 800-seat theatre is being
built by the Woodlawn Theatre Corp., R. J. Wadley,
president. A September opening is planned.
FLORIDA
Cedar Key— R. C. Mullins has opened his new indoor
theatre on o six-night schedule.
Fort Lauderdale— Sunrise Theatre, 3,000 seats, will
cost $1,500,000. Construction is to be started at
once by Charles Creighton, Nicholas George ond
Joseph EUul and completed within a year. The theatre
will be part of $5,000,000 Sunrise Shopping
Center.
Hollywood—De Luxe indoor theatre, seating 1 ,200,
to be built for Mrs. Lillian Claughton as part of longterm
expansion program of Claughton Theatres. The
theatre will be built on the circle at center of city.
Islamoroda—Major and Mrs. Robert Duncan have
opened de luxe 575-seat Cinemaorada Theatre, costing
$100,000.
Jocksonville—Construction under way by C. H.
Roumillot of o l,C00-5eat indoor theatre, to be
managed by Cecil Cohen.
Miami—The million-dollar Riviera Theatre, opposite
hard-top added First to
Miomi University, opened.
the Loew's circuit in 18 yeors. Features electronic
air conditioning indirectly controlled by audience,
body heat reguloting the temperature automatically
Seats 1,300.
Tampa—Construction to start soon, with August
16 as target date, for $250,000, 2,000-seat theatre
in new Britton-Ploza Shopping Center on Dale Mobry
GEORGIA
Smyrna—Belmont Theatre, 600 seats, opened March
31. Built by Shopping Center Theatres, Edward H.
Stevens, president. Part of Belmont Hills Shopping
Center, which has 30 notional stores. Theatre features
large front lounge open to shopping center visitors,
even when theatre auditorium is closed.
Louisville—Officiol opening recently for $75,000
Pal Theatre, built by Pal Amusement Co, of Vidalio.
MONTANA
Billings—Plans for the Plaza Theatre, 700 seats,
announced by Donald Shanedling, president of
L.
Henry Shanedling Sons Corp. of Minneapolis. To be
port of new Partington Plaza, covering 31 acres,
with 38 stores and 2,500 parking spaces. Construction
to start in August.
Hovre— Emil Don Tigny and Clarence Golder plan
new indoor theatre be neor Burleigh Farmer
to built
building.
Helena—Work to stort soon on the Brand Theotre,
850 seats, by E. R. "Chub" Munger, Leo Kottas
and B. F. Sautter, adjacent to their Sunset Drive-ln.
DofJ Moves to Break Up
Drive-ln Vacf on Prices
OMAHA—An antitrust suit,
charging price
fixing of admissions and concessions and involving
four drive-in theatres in the Omaha
area, has been filed by the federal government
in district court here.
Three corporation.s were named in a civil
action charging violation of the Sherman Act.
They are the Center Drive-In Theatre Co. of
Lincoln, operating the 84th and Center Driveln
here: Central States Theatre Corp., of
Des Moines, operating the 76th and West
Dodge Drive-In here and the Council Bluff.s
Drive-ln at Council Bluffs. Iowa: Midwest
Drive-In Theatre Co. of Omaha, operating
the Airport Drive-ln at Carter Lake, Iowa.
The suit lists four main complaints charging
that, starting in February of 1955 and
continuing to the present, the defendants
entered into an agreement to:
1. Fix noncompetitive prices to be charged
for admissions.
2. Fix maximum dollar amounts for newspaper
advertising that each theatre would
spend to advertise its motion pictures.
3. Establish uniform prices to be charged
NEW MEXICO
Albuquerque—Tom and Henry Gnffing to build
3,000-seat indoor theotre immediately east of stote
fairgrounds. To be largest theatre in the stote, with
parking for 1,500 cars.
Alamogordo—Frontier Theatres, Inc., has set May
3 as opening date for new Sierra Theotre, 872 seats.
The 120-foot theatre will have stadium-type seating
NEW YORK
East Greenbush—Neil Hellman and Alan V. Iselin
planning an indoor and outdoor theatre with a
common boxoffice; project to be part of $500,000
shopping center with 20 stores and parking places
NORTH CAROLINA
FayeHeville—Stewart & Everett Theatres completing
the Bragg Theatre, a de luxe 750-seat unit.
Fayetteville—Herman Meiselman, Charlotte, is
building a 1 ,200-seat theatre to odd to his circuit
Jacksonville—April 18 is target date for opening
new 1,000-seat Center Theatre, built by Stewart &
Everett
Theatres.
OKLAHOMA
Owasso—Mr. and Mrs. Jack Davis
Davis Theatre, the town's first theatr. 300
TENNESSEE
Frayser, Memphis suburb—$165,000 Northgate Theatre,
with 1,000 seats, being readied for a May
opening. To be operated by Augustine Cionciolo,
port of new Northgate Shopping Center,
Memphis—Augustine Cionciolo to build Whitehaven
Plaza Theatre, 1,400 seats, in the new Whitehaven
Plozo Shopping Center just south of the city.
new theatre in near future.
Raymondville— Rey Theatre,
opened by Ramon Ruenes, Loi B. Puente, Martir
VIRGINIA
Richmond- Willow Lawn Theatre, 900 seats,
planned as port of Willow Lawn Shopping Center,
will be leased to Neighborhood Theatres. Con-
WASHINGTON
Bellevue—Sterling Theatres has purchased an
ll-ocre site in business district for construction of
a 2,000-seat theatre with parking facilities for
1,000 cars.
Deer Pork— Fred Soper hos opened the new Pork
Theatre, 300 seats. This is first time in three years
the town has hod an indoor theatre.
Seattle— Sterling Theatres planning completion next
fall of 2,100-seat theatre as part of the Lewis
and Clark Recreational Center. The Center will consist
of the Lewis and Clark Theatre and 32-lane bowling
alleys. Parking will be provided for 1,200 cars.
for food and beverages sold at the defendants'
theatres.
4. Threaten to refuse to deal with film distributors
who provide films to drive-in theatres
charging prices below those of the defendants.
Among those involved are U. S. Senator
Roman Hruska of Omaha; Ru.ssell Brehm.
Lancaster county commissioner, and Herman
Gould of Omaha, associated in the Center
Drive-ln Theatre Co.
Officers of the Midwest Drive-ln Theatre
Co. are J. Robert and Beverly Hoff and
Eugene N. Blazer. Hoff is president of the
Ballantyne Co., theatre supply firm of Omaha.
Officers of the Des Moines firm are M. N.
Blank and J. N. Blank.
The complaint aslcs that the federal district
court issue injunctions preventing the
defendants from continuing tliese practices.
It also stated that the public is denied the
opportunity of seeing films at drive-ins in
the Omaha area at competitive prices, and
stated further that distributors are "deprived
of the benefits of a free and competitive
market."
Explaining the civil action suit. Assistant
Attorney Stanley Baxnes said:
"This department repeatedly has stated
it that will normally proceed against hard
core violations, including price fixing, by
criminal prosecution. However, a 1953 decision
by the United States Court of Appeals
for the Seventh Circuit held that an antitrust
indictment of several drive-in theatres
in the Chicago area for fixing admission
prices did not charge an offense under the
Sherman Act.
"The court took this position because, it
said, the allegations in the indictment did
not charge that the defendants' activities
restrained interstate, as distinguished from
local, commerce. Although this 1953 court
opinion involved different facts than thase
alleged in the present case and arose in a
different judicial circuit, we determined to
make an exception to our general policy and
to proceed in this instance on the civil, rather
than the criminal, side of the docket, pending
a definitive judicial ruling on the applicable
law."
The complaint said that because of the
"combination and conspiracy" on the part
of the three theatre corporations, the public
is denied the opportunity to see motion pictures
at drive-in theatres in the Omaha area,
in Nebraska and Iowa at admi.ssion prices
determined in a free market.
It also asserted the distributors are deprived
of the benefits of a free, competitive market
and that the volume of theatre advertising
purchased by the defendants from newspapers
circulating in interstate commerce "is substantially
reduced."
Skiatron Signs Tube Deal
N'EW YORK—Skiatron Electronics & Television
Corp. has signed an agreement with
National Union Electric Corp. under the terms
of which National will produce Skiatron Dark
Trace Tubes for closed circuit television
use at its Orange. N. J., plant, states Arthiu-
Levey, president of Skiatron.
BOXOFFICE :
: April 7. 1956 21

u^^
'

U,
7V€i4^lK^ltoK
IJPTER going through more than 200 Congressional
newsletters—issued by the legislators
for "back home" consumption of constituents—and
coimtless news releases, this
correspondent can testify to one thing: Very
few of the Congressmen seem to be interested
in the plight of the motion picture exhibitors.
In fact, one week after the Senate Small
Business Committee had held hearings, at
which exhibitors outlined and detailed various
trends ominous to them, not a single
legislator publicly had drawn the attention
of his constituents to these problems.
For all the legislators know (with the exception
of the members of the subcommittee
hearing the complaints), no hearings were
held, for nothing about the hearings came out
in the Congressional Record, usually a reliable
index of Congressional interests.
Washington newspapers, in fact, carried
very little about the hearings. Fred Othman.
the United Press columnist, was present part
of the first day, but he left early, remarking
only at the number of "Florida tans" he had
noticed as he had cast his gimlet eye around
the room. The tans seemed to belong both
to the exhibitors and the distributors present.
One reporter was heard to remark, as the
hearing ended, that the whole group in the
crowded hearing room likely was flying back
to Miami to pursue their argument on the
beaches. Whatever the reasons—and they
may be many—Congressmen, except for a very
few, do not seem to be too perturbed about
movie exhibitors' problems right now.
-0-0-0-
^HE same thing might be written about the
campaign to erase the 10 per cent admissions
tax. against which both distributors and
exhibitors are united.
However, this situation likely is to change
in a few weeks. The various spokesmen for
various organizations in the moving picture
industry, some of whom have entree to the
highest men in Congress, can be expected
later to put on a strong drive to wipe out the
excise tax.
At this stage, considering Congressional action
in voting to keep on both existing excises
and the 52 per cent corporation tax rate recently,
it might seem that they have a hard
row to hoe. They do. But the Democrats, who
are in control of Capitol Hill, are beginning
to think less and less of a "balanced budget"
—the Republican goal for next fiscal year—
and more and more about a legislative package
that will win them votes.
The right bug in the right ears on Capitol
Hill can bring action—fast—on admissions
tax elimination.
The drive for early July adjournment, which
Is building up in some Congressional circles
(mostly Republican), can play havoc with the
program for admissions tax reduction this
year. If the movie Industry wants to make
any kind of an effective drive, its cohorts had
better get busy Immediately after the Easter
rece.ss.
.
-0-0-0-
JHE proposal of the S. Information
Agency that its fund for overseas motion
picture serilce be increased to $12,883,000 in
the next fiscal year, from the present year's
^cfiont
By LARSTON D. FARRAR
expenditure of $3,667,147, has drawn fire from
many sources here.
Most significantly, the subcommittee of the
House Committee on Appropriations, headed
by Representative John J. Rooney (D.- N. Y.),
has been sharply critical of the USIA suggestions
for a doubling of its over-all expenditures
for overseas propaganda, as suggested
by President Dwight D. Eisenhower.
Eugene W. Castle, founder of Castle Films,
who wrote a book several years ago on Uncle
Sam's "globaloney spending," as he characterized
it, was revealed by printed testimony of
the subcommittee to liave urged a probe of
the entire operations of USIA.
"This agency urgently needs elimination of
self-promotion; quality; concentration of
common sense, and skillful direction because
more than money and propaganda are involved,"
Mr. Castle said. "There is always the
danger that ill-considered and misguided
propaganda activities could spark an incident
that might result in the loss of millions of
Hard Work Can Insure
Tax End: Pinanski
NEW YORK—Hard work at the grassroots
level by exhibitors can assure relief from the
federal admissions tax. Sam Pinanski. cochairman
of the Council of Motion Picture
Organizations, said Monday (2> on his return
from a stay of several days in Washington.
He urged exhibitors to "keep after their congressmen
and senators until the lawmakers
realize that tax relief is absolutely necessary
immediately if this great industry is to continue
in existence."
"While in Washington I talked with several
leaders." Pinan.ski said, "and I was enormously
encouraged by the friendly attitude they
.showed toward our industry and its problems.
At the same time. I was given information
that indicated we were completely justified
in our original belief that this year was the
time to seek tax relief. I cannot be too emphatic
in stating that our prospects are excellent.
"For a long time I was alone, or practically
alone. In my efforts to get a tax campaign
under way this year. Thanks, however, to the
magnificent work done by Bob O'Donnell and
his tax committee, as well as by Bob Coyne
and the COMPO staff, my early appeals to
exhibitors to seek further tax relief are now
bearing fruit.
"There is a great deal going on in Washington
that does not get into the newspapers.
As a consequence, some people In our Industry
do not realize the possibilities for tax relief
that can be developed if we only work
hard enough. I want to tell my friends in the
Industry that if we can roll up good, solid
support In both houses of Congress, we will
have an excellent chance of success in this
session, in my opinion.
"In view of the conditions that I know exist
in Washington, I want to say that anybody in
this industry who fails to push this campaign
is doing himself and his family a disservice he
will always regret."
American lives—that is the real and vital
matter at stake."
Speaking directly about the projected film
expenditures. Castle urged that the requested
sum be cut to $600,000, which would save taxpayers
$12,282,000.
"American entertainment films have for 50
years dominated the theatre screens and exhibition
halls throughout the world," he
averred. "Two hundred million foreigners
every week pay to see American-produced
movies because they are entertainment, and
not propaganda . . .
"The overwhelming majority of American
exhibitors would not show the propaganda
offerings of a foreign government, and there
is no reason to expect foreign exhibitors to
follow practices that are not acceptable here.
"The USIA should not produce magazine
subjects and subsidize newsreels for theatrical
.showings. And it certainly should not spend
American dollars to produce foreign pictures
in foreign countries to show foreigners what
they look like, and then attempt to show such
films in places where foreigners pay to be
entertained."
A specific proposal of USIA to put Cinerama
on a World War II carrier to entertain up and
down the China coast has been criticized
viciously by the press here, as well as by
Democrats in Congress. The Washington
Daily News said that its compilations showed
that, everything considered, it would cost
about $9 a customer to put on this show,
under the circumstances the overseas planners
outlined.
Representative Donald Magnuson (D.-
Wash.), member of the House subcommittee,
said that this sounds like the idea of "providing
this agency with its private Navy," and
he didn't like the idea at all.
It seems clear that the agency's projected
budget is in for some sharp pruning before
it faces action of the full House.
-0-0-0-
"PHE female, most deadly of the species, already
controls the purse-strings of most
American families, but by 1965 one out of
three American workers will be a woman, the
Commissioner of Labor Statistics predicts.
In a speech to a national personnel group
here. Commissioner Ewan Clague said that
the shift is due "to the growing tendency of
married women to take jobs outside the
homes." From 1940 to 1965. he said, the number
of employed men will rise from 41 to 53
million, but during the same period, women
workers will increase from 14 to 24 million.
This Is just one result of population
changes that will have a "profound" effect
on the American labor force. He said that
other "startling" paradoxes of the U. S. population
imbalance are these;
1—While there is a "dearth of youngsters
in their teens" (the total now barely equals
the 1940 totals), young children now are "inundating"
primary schools. Youngsters under
10 have risen from 21 million in 1940 to 35
million today.
He didn't say so, but the flood-tide of new
youngsters could become a terrific market
for movies in the immediate future—unless
they develop TV-itis to a marked degree.
While people in the prime of life f20-44)
are in short supply, and will be more so for
the next ten years, the population is increasing
sharply in the older age groups.
This "swelling at the extremes," as Clague
called it, demands a longer, harder view from
businessmen, particularly those in changing
industries, or those dependent upon the fickle
public
taste.
24
BOXOFFICE April 7, 1956

Production of Films
By Circuits Urged
HOT SPRINGS, ARK.—Tlie major exhibitor
problem is more product and the solution
to it is production by the divorced circuits
which hav-e the means and, because they also
need more product, the incentive, Robert R.
Livingston, secretary of Theatre Owners of
America, told the annual convention of the
Independent Theatre Owners of Arkansas
Tuesday (3).
"More product?" he said. "Yes, we need
more product and more good product. Remember,
once your patron came to the theati-«
to enjoy the air conditioning and the easy
chairs as well as the movies. Today he has all
that at home. So we have got to have more
and better product, no matter how, to entice
him back to the theatre."
Livingston said the strength of TOA is
rooted in the strength of its local units, and
tliat smvival depends on unity. He asked
what his audience had done to promote more
patronage.
"The real test is here," he said, "and there
is more to come—separating the boys from
the men in this thing we call show business."
Livingston reviewed statements by Myron
N. Blank, TOA president. One called for the
use of imagination in gaining more public
interest in the theatre and thereby Insuring
a prosperity to be shared by all segments of
the industry. Another asked all segments to
join with TOA to create more harmony
through a workable system of arbitration and
conciliation. A third called for a single exhibitor
trade organization. Still another asked
aid in preventing the closing of theatres affiliated
with TOA.
National Theatres Wins
Two Los Angeles Suits
NEW YORK—National Theatres has won
dismissal of two antitrust suits filed in Brooklyn
federal court by the Bertha Building Corp.
and Gumbiner Theatrical Enterprises, both
of Los Angeles and both owned by the late
H. L. Gumbiner, Los Angeles exhibitor.
The two corporations claimed to be former
operators of the Los Angeles and Tower theatres.
The building company had asked $13,-
200,000 damages for the Tower Theatre. The
other company had asked unspecified damages
for the Los Angeles Theatre.
NT was represented by Frederick W. R.
Pride and Charles F. Young of Dwight, Royall,
Harris. Koegel & Caskie of this city. The
plaintiffs were represented by Nick Spanos
of Los Angeles and the local firm of Corcoran,
Kostelanitz & Gladstone. Judge Clarence
Galston handed down the decision March 29.
S. J. Friedman to Work on
'The Ten Commandments'
NEW YORK—Samuel J. Friedman has
joined Paramount to direct the amusement
publicity for Cecil B. DeMille's "The Ten
Commandments." He will work out of the
home office under the direction of Maxwell
Hamilton.
Before joining Paramount, Friedman was
publicity manager for IFE Corp. He has
handled publicity on "Finian's Rainbow,"
"Lend An Ear." "The Golden Apple," and
"Hellzapoppin" and others.
Circuit Heads Report
Big Easter Weekend
NEW YORK—Circuit executives were enthusiastic
over the boxoffice results of the
Easter weekend. Although ideal outdoor
weather prevailed in many parts of the East,
people nevertheless turned out in large numbers
to see some fine product. Theatres suffered
Satm-day evening on the eve of Easter
Sunday when religious services were held in
many churches, but attendance at subsequent
matinees made up for it.
Loew's Theatres reported "excellent" business
tliroughout the country with "The Man
in the Gray Flannel Suit," "The Conqueror,"
"I'll Cry TomoiTOw," "The Rose Tattoo,"
"Carousel" and "Marty," among others. Here
the neighborhoods played "Guys and Dolls."
Stanley Warner Theatres reported "very
good" business with "Picnic," "Marty," "The
Rose Tattoo," "Tlie Conqueror," "Miracle in
the Rain," "Anything Goes" and "The Man
With the Golden Arm."
RKO Theatres reported "wonderful" business
nationally. Locally, the Albee, Brooklyn
first run, was a standout with "The Body
Snatchers" and "World Without End. "The
Lone Ranger" and "The Littlest Outlaw"
scored at neighborhood matinees.
Shea Enterprises, with theatres In Massachusetts,
New Hampshire, New York, Ohio and
Pemisylvania, enjoyed "pretty good" business.
Gerald J. Shea, president and general manager,
said: "I would settle for that kind of
business any day in the year." "Carousel"
was played in seven locations and "Song of
the South" in a few, and both did well.
Walter Reade Theatres, located mo.stly in
southern New Jersey, said its best theatres
did "very well" and its others "pretty good,"
with the exception of drive-ins, which were
"only fair." The circuit played "Guys and
Dolls," "The Conqueror," "Helen of Troy,"
"Picnic" and Academy Award winners. "Meet
Me in Las Vegas" opened strong in Kingston,
N. Y.
Brandt Theatres, with houses in Connecticut,
New York, New Jersey, Delaware and
Florida, said business was "good but nothing
to rave about." Among the pictiures played
were "The Rose Tattoo," "I'll Cry Tomorrow"
and "Marty."
Mote Theatres Provide Facilities
To Hold Easter Dawn Services
NEW YORK—Easter dawn services were
conducted on a broader scale, at both indoor
and outdoor theatres, and were attended
by more people than ever before.
Outstanding in the New York area was the
service at the Radio City Music Hall which
drew a capacity audience of 7,000, starting
at 7 a.m., and Loew's Paradise in the Bronx
at Grand Concourse and 188th St., where
nearly 2,000 attended. The Music Hall service
was the 17th.
Reports from upstate. New Jersey and
areas in Pennsylvania were to the effect that
many drive-ins provided free facilities for
services, but sent out no publicity on them,
on the theory that the church groups in
charge of the services would do this.
All circuits sent word to their local managers
that wherever requests were made for
use of the drive-ins these should be honored.
The Music Hall service was done with
lighting effects to simulate dawn. Promptly
at 7 o'clock the gold curtain went up, showing
the big cathedral-like set with stained
glass windows used in the annual Easter
show.
Rev. Dr. Ralph W. Sockman of Christ
Church, Methodist, was the principal speaker.
In the center of the stage, banked with lilies,
was an altar with the combined choruses
of Brown University and Pembroke College,
numbering 100 voices. All were dressed in
black and gold vestments. Four other clergymen
participated. The service was broadcast
over a NBC net.
All the arrangements were handled by the
Protestant Council of the City of New York.
The theatre provided the technical effects.
Outdoor services were held in the Cross
County Center in Yonkers; in a number of
parks in nearby Long Island communities; at
the Kensico Dam in Westchester; in Bergen
County, N. J., and in both Newark and
Elizabeth. The estimate of total attendance
ran over 125,000.
Walter Reade Theatres held sunrise services
at its three southern New Jersey driveins
in line with the annual custom, and they
were well attended. Shea Enterprises, also
according to annual custom, showed "King of
Kings" Good Friday morning free at its Shea's
Theatre in Erie, Pa., and there were religious
services the same morning at its Liberty Theatre
in Zanesville, Ohio. Loew's Twins Drivein
near Chicago also was the scene of sunrise
services that were well attended.
Gordon and Vetter Start
Amalgamated Productions
NEW YORK—Amalgamated Productions,
Inc., has been formed by Richard Gordon and
Charles F. Vetter jr. to produce films in
this country and abroad. Major company distribution
will be sought.
Requiem for a Redhead," based on the
novel by Lindsay Hardy, with Richard
Denning and Carole Matthews, will be started
at the Nettlefold Studios, London, April 9.
•The Crooked Sky," by Lance Hargreaves,
will be the second production.
Gordon, who is president of the firm,
will leave for London April 27. Vetter is
president of Motion Picture Stages, Inc. He
has just finished "The Dynamiters," starring
Wayne Morris. He represents several foreign
producers in this country.
Columbia Dividend
NEW YORK—Columbia Pictures Corp. directors
have voted a quarterly dividend of
$1.06 V.i per share on the $4.25 cumulative
preferred stock, payable May 15.
BOXOFFICE :
; April 7, 1956 25

^l^^^^^K.

:
April
A. Louis Oresman, President of Catalina, Inc., asks
''Can you pick the winner?"
"The bathing suit business is like a beauty contest. You never
can tell in advance which models are going to win!
"This year, for example, we designed more than 400 different
suits. Those that catch on in the stores get a flood of rush
orders! They push our production facilities to the utmost.
And that, in turn, puts the pressure on shipping and delivery.
"But even though our manufacturing is done in the Los
Angeles area, we never have delivery problems anywhere in
the 18 states I They're all solved for us by Air Express! And
Air Express has never failed us!
Using Air Express regularly, we can fill rush orders anywhere
in the country in a matter of hours. And in the highly
competitive fashion business, that's important!
"And yet, most of our shipments cost less than any other
air service. 10 lbs., for instance, Los Angeles to Dallas, is
$5.70. Its the lowest-priced complete air service by 81^!"
c^uu Aif9
E:xfr=tESS
AirExiJiess
-

. . . Producer
. . Purchased
^oUefWKMd ^efim -r — William Dozicr,
!!ilit, r.KO iladio ice-president in
rhirge r.i prcvJuction, c'>nf«>rs with Samuel
FurnT, rrcentl;, :..;

LETTERS
Academy Awards Not Popular Choice
I read with interest your editori.ol about the
Academy Awards.
Mucli has been made over something in
which 1,700 or more persons voted; all affiliated
with the business of making the movies,
and not one representing the paying public.
It is significant, too, that a majority of the
winning people and subjects were those which
did not especially click at the boxoffice. In
our town, "Marty," for instance, was pulled
because of a lack of patronage.
While the Academy Awards soothe the ego
of those who live in Hollywood and make
the films, the exhibitors in the field should
not overlook tlie opportunity of the Audience
Awards and what good can come from them.
For these aw^ards and these alone really show
off the choice of the people who lay the dough
down at the boxoffices, and their opinion to
any exhibitor should mean more than all the
Academy Awards put together.
Hollywood should be encouraged to make
good things. They and the exhibitors profit
thereby, especially the producers. While you
pointed out in your editorial the insignificant
fact that black and white won for best picture
and that a foreign-born actress won
awards and all that, some encouragement
ought to go to the majors who are laying out
the most money for the new screen mediums
and the movies which are the popular choice
of the nation. If the exhibitors had to depend
on art and high-brow entertainment
and acting, there would be few theatres left
in operation.
I do not wish to discredit the Academy
Awards. They serve a purpose, they put on a
good TV show and Oldsmobile certainly got in
their licks. But we should not forget that, in
many, many instances. Academy Award
honors have not really gone to the films
and the personalities who were really the nation's
popular choices. I don't believe that
any of the winners of the Audience Awards
poll came in for any Academy Award honors.
I'll take the popular choice of the paying
public any day as compared to the Academy
Award choices.
A GEORGIA EXHIBITOR
MGM Switches Releases;
The Swan' for April
NEW YORK—MGM has switched release
dates on two of its April-May releases. "The
Swan," Cinemascope picture starring Grace
Kelly. Alec Guinne.-s and Louis Jourdan, will
be released in April, instead of May, while
"Gaby," Cinemascope picture starring Leslie
Caron and John Kerr, will now be released in
May, instead of the earlier month.
"The Rack," starring Paul Newman, Wendell
Corey, Walter Pidgeon and Anne Francis, in
black-and-white, al.so will be a May release.
Otts in Business 25 Years
To BOXOFFICE:
Charlie and I were very appreciative
for the kindly words you directed our
way in your editorial. We did you an injustice
through an error in the letter.
Instead of writing "More than two
decades"—the words were erroneously
written: "more than one decade." We
will celebrate our silver anniversary in
show business next February.
The exhibitors who have known us a
long while and who read our error in the
letter will "wonder" where we lost those
15 years!
Incidentally, BOXOFFICE ha,s been
our close companion throughout all those
years. When booking, the latest copy goes
right along on the trip to Filmrow (in
Dallas).
Was grateful our daughter and husband.
Penny and Nick Harris (Gibsland,
La.), won a BOXOFFICE Citation last
month.
VELVA OTTS
Wakea Theatre,
Waskom, Texas.
'Passport to Treason'
Due for Astor Release
NEW YORK—Astor Pictures will release
"Pa.ssport to Treason," staiTing Rod Cameron,
according to Robert M. Savini. president. It
was produced by Bob Baker and Monty Berman
and directed by Baker, and the cast includes
Clifford Evans and Lois Maxwell. It
was originally a novel and then a television
play.
Disney Offers Package
NEW YORK—Walt Disney's "Men Against
the Ai-ctic." a half-hour picture, will be
booked nationally with his new feature, "The
Great Locomotive Chase," by Leo F. Samuels,
president and general sales manager of Buena
Vista.
RKO to Distribute
'Oklahoma!' Abroad
NEW YORK—RKO Radio Pictures will
take over foreign distribution of "Oklahoma!"
for Magna Theatre Corp., headed by George
P. Skouras, for all countries except Canada
and the United States. The deal was closed
by Skouras and Daniel T. O'Shea, president
of RKO Radio. The RKO sales abroad may
be on Cinemascope prints or any aspect ratio
desired by an exhibitor.
Skouras left Monday (2) for London to
study the prospects for Todd-AO release in
Europe.
O'Shea also said RKO is considering production
of some pictures in the Todd-AO
proce.ss for showing on a roadshow policy.
Commenting on the agreement, Skoura-s
said: "For many years RKO has been a vital
force in the progress of the motion picture industry
here and abroad. I feel that the new
leadership under Dan O'Shea provides the
strength and imagination nece.ssary to the
RKO organization to fulfill the expectations
of such a great production as Rodgers and
Hammerstein's 'Oklahoma!' "
O'Shea's comment was: "It is more than a
motion picture: it is basic Americana. Its
anticipated success abroad will not only
bring to the peoples of the world the greatest
entertainment ever exported, but will
afford an opportunity to the world's motion
picture audiences to enhance their understanding
of our people's attributes."
At present there are no facilities abroad for
showing the picture in the Todd-AO process,
but the projectors were made by Phillips
Eindhoven in Belgium.
'Wild Party' New Title
NEW YORK—Security Pictures' "Step
Down to Terror," to be released by United
Artists, has been retitled "Tlie Wild Party."
Filming was completed February 17. Anthony
Quinn, Jay Robinson. Kathryn Grant, Carol
Ohmart and Arthur Franz are starred.
BOXOFFICE

II
. . The
. . Frank
.£oHd(m 'Rc^iont
THE sympathy of Spyros P, Skouras for the
underdog and his little publicized acts of
charity have been the subject of a striking
tribute from a priest, whose book published
over here this week, is receiving rave reviews
and enjoying wonderful sales. Tlie book,
"Naught for Your Comfort," by Father Trevor
Huddleston, deals with a fighting priest
who has done so much to better the lot of the
Negro in South Africa in spite of opposition
from that government. Father Huddleston
recalls an incident of his efforts to beg or
borrow instruments for his boys' band. The
story is in Father Huddleston's own words:
"The day cajne when the band was complete
except for one instrument, and at that the
most expensive, a tenor saxophone. Again I
acted on impulse. Mi-. Spyros P. Skouras,
chief of Twentieth Century-Fox, was in
Johannesburg negotiating a big deal. I happened
to have met him three or four years
previously at a meeting of social workers in
the city. I rang him up. It was always a
secretary who answered the phone and always
a polite excuse. This went on for thi-ee or
four days, but at last I managed to reach
Ml-. Skouras himself. 'What do you want,
Father?' 'I want a saxophone!' 'A what?' 'A
tenor saxophone for my African Jazz Band.'
'How much does it cost?' I took the plunge.
'Eighty pounds, at least.' He paused. 'Well!
you're a gold-digger, but you can have it!'
Within an hour that saxophone was an object
of worship to 12 boys."
Fess Parker, Walt Disney's Davy Crockett
star, has arrived over here and has been
greeted with a whirl of newsreel, television
and radio appearances, as well as plenty of
front-page picture space. He has even managed
to knock the visit of George Malenkov
back into the inside pages.
At least nine British barkers from Tent 36
will be attending the 1956 Variety Club International
convention. They include Chief
Barker Nat Cohen, second assistant Chief
Barker Charles Pearl, past Chief Barker
Jimmy Carreras, Property Master Norman
By ANTHONY GRUNER
Harrington, Canvas Man Sir Tom O'Brien
M.P. and Mike Prankovich, plus Barkers
Leslie Faber, Ben Rosenfold and Lambert
Goldsmith. They are traveling by BOAC and
will ai-rive in New York on May 6. Says Chief
Barker Cohen, "We have prepared material
on Tent 36's activities during the past year
and, without being 'bigheaded' ai'e confident
in the extreme that the report on om- work
will impress the entire world assembly."
An important name change took place last
week affecting equipment companies controlled
by the Rank Organization, formerly
known as the British Optical and Precision
Engineers, Ltd., the title given to them in
1948. BOPE now becomes the Rank Pi-ecision
Industries, Ltd. Tliis group, employing over
4,000 persons, has developed a great export
business in British products, in addition to
meeting the needs of the home market in selling
equipment to 76 countries. The largest
customers are Australia, U. S. and Canada.
In 1955 its exports were 40 per cent higher
than in 1954 and 13 times gi-eater than in
1939. Said T. A. Law, managing director of
the group. "The Rank name and the 'Gong
Man' are known and recognized throughout
the world and we believe their association
with our production will be of the greatest importance
to our marketing organization in all
countries."
Nat Miller. British managing director of
Vidoscope. has been hitting the tradepress
headlines with his company's new 16mm
anamorphic lens. Nat. who is Walter Putter's
British pai'tner, held four- trade demonstrations
last week to show the versatility of his
lens. The demonstration included extracts
from some MGM releases in 16mm with the
pictures optically reduced from the standard
35mm: films taken by Vidoscope lens and
colored transparencies taken with a Leica
camera fitted by anamorphic lens. The films
were projected on a screen measuring 11x14
feet. General verdict: color rendering exceptionally
good. The demonstration gained
added weight by the presence of Bob Collins
of RCA, who explained that his company
would handle the sale and distribution of the
Vidoscope lens. Meanwhile, Nat Miller will
be spending some days in Paris to investigate
the potentialties of the French market for
this
lens.
.
News in brief: Sir Laurence Olivier has
announced that he will make a film on
Shakespeare's "Macbeth" with his wife Vivien
Leigh playing Lady Macbeth Tip-
|3er, for 12 years animation director at Walt
Disney's studios, has joined Halas and
Paul Muni, Julie Harris
Win Stage 'Tony' Awards
NEW YORK—Paul Muni, who won an
Academy Awai-d in 1936 for Warner Bros.'
"The Story of Louis Pasteur," Sunday (li
won the 1955 Tony award for the best dramatic
portrayal in the Broadway stage hit
"Inherit the Wind." Julie Harris, whose current
film, "I Am a Camera," is being distributed
by Distributors Corp. of America, won
the Tony for her dramatic portrayal in the
current Broadway hit, "The Lark." Miss
Harris also won a Tony in 1952 for her portrayal
in the stage version of "I Am a
Camera."
Ed Begley, currently featured in the United
Artists' "Patterns," won the Tony for the
best supporting actor in the play, "Inherit
the Wind," while Una Merkel, currently featured
in the U-I film, "Kettles in the Ozarks,"
won the Tony for the best supporting actress
in the play, "The Ponder Heart."
"The Diary of Anne Frank," current stage
hit dramatized by Albert Hackett and
Frances Goodrich, under contract to MGM.
was picked as the best American play of 1955,
and "Damn Yankees" was named best musical
of the year.
The prizes were distributed at the annual
dinner of the American Theatre Wing at the
Hotel Plaza. The prizes are named Tonys in
honor of the late Antomette Perry. World War
II chairman of the Wing. Nominations were
restricted to plays that opened in the period
from March 1, 1955, to February 29, 1956.
Helen Hayes, president of the American Theatre
Wing, made the presentations. The proceedings
were televised over Channel 5 Sunday
night.
Disney and ABC to Have
Juvenile Talent Hunt
NEW YORK—Walt Disney and Robert E.
Kintner. president of the American Broadcasting
Co., have set up a juvenile "Talent
Round-Up" which will be started during the
spring in ten of the largest population centers
for boys and girls from five to 14 found
eligible for auditions.
Youngsters will be selected by a special
casting committee headed by Disney. Those
chosen will be flown to Hollywood to appear
as guest performers on the daily Mickey
Mouse Club. Those displaying exceptional
talent will be given an opportunity to become
permanent members of the repertory group
called the Mouseketeers.
Local auditions in major cities will be conducted
in department stores, schools and
motion picture theatres. From the.se will be
chosen children to star in regional "junior
spectaculars."
Republic Net Increases
NEW YORK—The net profit of Republic
Pictures and subsidiaries for the 13 weeks
Batchelor, Britain's premier cartoon film
company . . . J. F. Pattinson, managing director
ended January 28 increased $390,434 after
taxes over the net for the 13- week period
of 20th Century-Fox, has promoted Percy
Livingstone, assistant sales manager, to general
Max
ended Jan. 29, 1955. Tlie net for the latest
sales manager for the company period was $773,641 and that for the preced-
Madison has been appointed general sales
ing period $383,207.
manager for Synchro-Cine, who is responsible
Feig Joins Walt Disne-y
for the release of outstanding continental
films in this country . Walt Disney NEW YORK—Seymour I. Feig, formerly
Organization in London is moving from 119 with the RKO legal department, has joined
Wardour St. to 68 Pall Mall . . . Paramount's the legal staff of Walt Disney Productions,
Oreste Kirkop will be appearing in Val Parnell's
of which Gunther R. Lessing is general coun-
Feig will be assistant to Franklin Waldheim,
commercial television high spot "Sunsel.
day Night at the Palladium" on April 8.
eastern counsel.
BOXOFFICE :
: April 7, 1956

Shea's Bradford, Sold
To Dipson, Is Closed
BRADFORD, PA,—Shea's Theatre was
closed this week forever after Dipsoii Theatrical
Enterprises of Batavla. N. Y.. purchased
the 52-yea:--old theatre and assumed
the lease on the McKean Theatre from the
Shea interests. The agreement brings about
the exit of the Shea firm from Bradford's
theatrical scene after 34 years.
Dipson, which operates the Bradford Theatre
here, will endeavor to sell the Shea's
building. It may reopen the McKean some
time in the future. The lea.se had been held
by Shea from the Melvin estate.
Shea's was opened Dec. 21, 1903, as the New
Bradford with the stage musical, "The Pi'ince
of Pilsen. " The cost was $105,000. The Bradford
Opera House Co. lost the building and
contents at a sheriff's sale to Samuels and
Reis for $36,100 in 1908.
First "mechanical talking moving pictm-es"
by "Cameraphone" (without amplification)
were exhibited at this theatre on Nov. 2, 1908.
In 1910 the theatre had embarked on a
policy of vaudeville and motion pictm-es, interspersed
with traveling legitimate road
attractions, stock productions and opera. By
the time Mort A. Shea of Feiber & Shea
leased the theatre on Aug. 1, 1922, vaudeville
and legitimate offerings predominated.
The theatre opened under the name of
Shea's on Sept. 7. 1922, with mixed policy
a
of motion pictures the first half of the week,
and four acts of B. F. Keith vaudeville and
a film the last thi-ee days. On May 9, 1927,
the Shea interests purchased the property
from Mase Reis and the Charles Samuels
estate. Sound pictures were introduced May
14, 1928, and this wrote finis to the stage
policy. Shea expanded in the city by taking
over the Grand Theatre on April 23. 1931.
After several years of hot competition, a
pooling arrangement united Bradford's Dipson
and the two Shea houses in a joint operation.
With one of the three theatres darkened most
of the time, this arrangement continued until
a few months ago w^hen the McKean County
Theatres Corp. was dissolved and the two
interests embarked on their own.
William Dipson, general manager of the
Dipson interests, has listed the Shea building
with -Victor Samuelson, realtor, for sale.
Tim Valanos. who has been managing the
Bradford, also will be in charge of the Mc-
Kean. Robert W. Cannon, final manager of
Shea's, is moving to Manchester, N. H., where
he will prepare for the opening of a new 900-
car Pine Island Drive-In Theatre being constructed
by the Shea chain.
TOA President to Address
Exhibitor Meet in Paris
NEW YORK—Myron N. Blank, president of
the Theatre Owners of America, left Saturday
i7) for Paris to discuss closer cooperation
of American exhibitors with European
groups after first attending Cannes Film Festival.
Blank has an invitation to address
British exhibitors in London.
J. L. Merkle Rejoins ABC
NEW YORK—Joseph L. Merkle has rejoined
the American Broadcasting Co. as regional
manager in the television station relations
department. Alfred R. Beckman is director
of the station relations department.
Appellate Court Grants
'Mom and Dad' License
ALBANY—The appellate division, in a
unanimous and significant decision Thursday
(5) reversed the Regents' determination
sustaining refusal of the motion picture division.
State Education department, to license
"Mom and Dad." The appellate court directed
"the license division" to issue a seal
for "Mom and Dad." The Regents can appeal
the decision to the court of appeals.
Stating that the court had seen the film,
the decision characterized the human birth
sequence, to which the motion picture division
had objected, as one portrayed "under
restrained and controlled conditions . . . the
sequence is a biological demonstration, scientific
in level and tone." The court added.
"The license was refused here on the ground
this sequence, which constitutes a small part
of a long nan-ative film, is 'indecent.' "
The decision pointed out that "the prior
restraint on exhibition of motion pictures
imposed by New York under ths statute has
been held to be invalid interference with the
constitutional guaranty of freedom of speech
and of the press in the refusal of the division
to issue a license because a film was thought
to be 'sacrilegious' (Joseph Burstyn, Inc., vs.
Wilson), and in another case because the film
was thought to be 'immoral' (Commercial Pictures
Corp. vs. Regents)." These were U. S.
British, 20th-Fox Hosts
At 'Never Was' Opening
NEW YORK—The British Information
Service and 20th-Fox acted as hosts at the
special invitation performance of "The Man
Who Never Was" at the Victoria Theatre
Tuesday (3).
Ronald Neame directed the Cinemascope
picture on location in England and Spain.
K. M. Grahame represented the British
consulate general and other guests included
Alan Horn, deputy director general of the
Briti-sh Information Service; Christopher
Clarkson. director of the British European
Airways: Sir William and Lady Wiseman;
Commdr. and Mrs. Edward Whitehead and
David Smithies, British consul. Fox Movietone
newsreels covered the opening.
Average U. S. Exhibitor
Is Labeled 'Lethargic'
NEW YORK—The average Amercan exhibitor
was labeled as "lethargic" by Walter
Reade jr., past president of the Theatre
Owners of America, in offering an explanation
for the small percentage of replies to the TOA
questionnaire on trade practices. He said the
members dislike to commit themselves and
the officers often have to "shoot in the dark."
Reade, who is board chairman of Continental
Distributing Co., left Saturday (7i for
Europe to acquire product and arrange for
co-productions. He said the company will
invest $1,000,000 this year in European product.
Janet Lake, a former New York model, will
play the role of a Civil War belle in MGM's
"Raintree County."
Supreme Court rulings In "The Miracle"
and "La Ronde," respectively.
The decision cited a "similar decision"
rendered by U. S. Supreme Court in 1955 in
respect of the restraint of exhibition of a
film which the Kansas Board had held to be
"obscene" (Holmby Productions, Inc., vs.
Vaughn).
Without passing on "the general effect" of
such decisions on the structure of New York
film censorship law, the appellate division
held "Mom and Dad" is not "indecent," in
the sen.se
"required to justify prior restraint."
If "obscene" or "indecent" can "serve at
all as constitutionally valid standards for
prior restraint, the words must be given a
narrow and restricted interpretation and, so
interpreted, the words are clear and not applicable
to the film before us."
The court added, "It is questionable whether
any area is left open by the decisions of the
Supreme Court for exercise of prior restraint
on motion pictures but, even if there is such
an area, the state has the 'heavy burden' of
demonstrating that its statute is operative
only in 'an exceptional case' (343 U. S. at
P. 504). Treating this film as 'indecent' and
thus refusing it a license does not meet, in
our view, the bui-den the state must meet to
justify the exercise of prior restraint "
Third Cinerama Film
In Premiere Tuesday (10)
NEW YORK—"Seven Wonders of the
World." the third Cinerama production, will
have its world premiere Tuesday (10) at the
Warner Theatre. The picture, depicting a
search for present-day "wonders" by Lowell
Thomas, follows the 60-week run of "Cinerama
Holiday." Showings in Pittsburgh.
Philadelphia and Dallas will follow within a
short time.
Two airplanes equipped with the threelens
Cinerama camera were flown more than
100,000 miles in 42 countries to film Thomas's
search for modern day wonders, both natural
and man-made. Two production units were
used for the film. One was headed by Paul
Mantz, the daredevil pilot, who made two
globe-encircling flights to recreate the great
Bible stories. The second unit was a flying
Cinerama film studio which hedge-hopped
around the world photographng sequences
prepared in advance by such directors as Ted
Tetzlaff, Andrew Marton. Tay Garnett and
Walter Thompson.
Among the modern day "wonders" caught
by the cameras are the conclusion of the
Marian Year celebration in Rome, a dance
sequence by the tallest natives in Africa,
India's narrow-gauge railroad, the ruins of
the Khmet's abandoned city of Angkor Wat
in the Cambodian jungle, and the traditional
Japanese songs and dances in Takarazuka,
Tokyo and Nara.
College Graduate Given Term
Nicola Michaels, 21-year-old college graduate,
has been signed to a long-term acting
contract by MGM.
BOXOFFICE :
; April 7, 1956 31

UA)
Easter Brings Crowds, Long Lines;
'Alexander/ 'Conqueror
NEW YORK—A perfect Easter day,
followed by mild weather while the school
children were vacationing-, brought long waiting
lines to many of the Broadway first runs
and resulted in near-record grosses for
"Alexander the Great," "The Conqueror" and
"On the Threshold of Space," each in its
opening week, and a tremendous jump in
business for "Carousel" and "Serenade,"
among others.
"Alexander the Great" had an alltime
opening day record, according to the Capitol,
and a near-record first week at the theatre.
"The Conqueror" reported the biggest first
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Criterion. "On the Threshold of Space" was
the best in many months at the Globe. All
three pictures, of course, were ideal action
fare for the younger filmgoers.
However, the adults, as well as the
youngsters, crowded into the Radio City
Music Hall, which opened earlier in the day
and had a two-hour wait for many morning
and early-evening shows for "Serenade," plus
the annual Easter stage spectacle. "Carousel"
in its seventh week at the Roxy was almost
double the previous week. This theatre also
had a stage revue. The RKO Palace, with
"Tribute to a Bad Man" and eight acts of
vaudeville, was almost double the previous
Holy Week period.
Also bigger than the preceding week were
"Anything Goes" in its second week at the
Paramount, "Meet Me in Las Vegas" in its
third good week at the Astor and the three
two-a-day attractions: "Oklahoma!" which
gave extra performances in its 25th week at
the Rivoli, "Cinerama Holiday" in its 60th
and next-to-last week at the Warner and
"Richard in" in its fourth week at the Bijou.
Two of the new pictures were little better
than average, "Patterns" at the Mayfair and
"Miracle in the Rain" at Loew's State,
although the latter started to build later in
the week.
Several of the art houses were also up.
including "The Ladykillers" in its sixth big
week at the Sutton, "Diabolique" in its 18th
week at the Fine Arts, "Doctor at Sea" in its
fifth week at the Ti-ans-Lux 52nd St. and
two reissues, "Fantasia" and "Citizen Kane,"
in their eighth and sixth weeks, respectively,
at the Normandie and 55th St. Playhouse.
Only "The Man Who Never Was" at the
Victoria and "The Ballet of Romeo and
Juliet" at the Paris, plus the weekly change
at the Palace, opened during the week.
(Average Is 100)
Astor—Meet Me in Las Vegos (MGM), 3rd wk...l45
(IFE) Baronet The Return of Don Comillo 125
III 1 Biiou Richord (Lopert), 4th wk. of two-a-doy 20
Capitol-Alexander the Great (UA) 210
Criterion The Conqueror (RKO) 210
Fine Arts— Diabolique (UMPO), 1 8f ti wk 130
55th St Citizen Kane (RKO), reissue, 6th wk...l25
Globe On the Threshold of Space (20th-Fox) . . . 1 75
Guild Touch and Go (U-l), 2nd wk 120
Little Carnegie Don Juan (Times), 4th wk 105
Lnew s Stote— Miracle in the Rain (WB) 135
Movtair— Patterns 1 20
riormandie— Fontosio (Bueno Vista), reis
120
-Tribute to Bod (MGM), plu
-The House of Ricordi (Monson), 3
City Music Hall Serenade (WB),
;r stage show, 2nd wk
-Oklahoma! (Magno). 25th wk, o
the Paramount, with "Anything Goes," was
good for 150. The Century attracted the kids
with "Song of the South," and the Lafayette
reported 150 with "The Benny Goodman
Story." Thursday night, the Century launched
its premiere a la Hollywood style of "Carousel."
Buffalo Alexander the Great (UA) 300
Center The Mon in the Gray Flannel Suit (20th-
Fox) 165
Century Song of the South (BV), reissue 150
Cinema Guys ond Dolls (MGM), 15th wk 90
Lafayette The Benny Goodman Story (U-l).... 150
Paramount Anything Goes (Para) 1 50
"Conqueror' and 'Alexander'
Are Baltimore Leaders
BALTIMORE—Easter week was more than
busy for "The Conqueror," which broke alltime
records at the Mayfair, and "Alexander
the Great," which tripled grosses of "A Man
Called Peter," the New Theatre's Easter show
of 1955. "Carousel" continued strong in its
fourth week and "Anything Goes" was big
at the Stanley.
Century Carousel (20th-Fox), 4th wk 100
Cinema Animal Farm (DCA), 2nd wk 90
Film Centre Oklahoma! (Magna), 4fh 200
wk
(Col), Hippodrome Picnic 6th wk 80
Little Too Bod She's Bad (Getz-Kingsley), 3rd
wk 80
Mayfair-The Conqueror (RKO) 250
New— Alexander the Greot (UA) 200
Town I'll Cry Tomorrow (MGM), 5th wk 80
(Col), Playhou5P~The Prisoner 4fh wk 100
Stanley- Anything Goes (Para) 1 20
'Carousel' and 'Tattoo'
Far Ahead in Pittsburgh
PITTSBURGH-"Carousel" and "The Rose
Tattoo," the latter in its second week, were
away out in front, and "Picnic" was removed
from the downtown scene and opened in
multiple engagements on the city break after
more than five weeks at the J. P. Harris
Theatre.
Fulton— Carousel (20th-Fax) 1 55
(Col), 1 Harris— Picnic 5th wk 00
Penn Killer Is Loose (UA) 60
Stanley The Rose Tattoo 140
(Para), 2nd wk
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Roxy—Carousel
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William RISEMAN
/J

Lambs List Nominees
For April 21 Gambol
NEW YORK—Nominations have been completed
for the Lambs' Awards which will be
presented for the first time by the 82-year-old
organization at the annual Gambol to be
held April 21 at the Waldorf-Astoria.
There are 23 nominees, of which nine will
be chasen. They are: Joseph Anthony, Ed
Begley, Shirley Booth, Robert Breen, Gladys
Cooper, Morton DaCosta. Robert Dowling.
Anthony Pranciosa, Ajidy Griffith. Jasephine
Hull, Patricia Jessel, Richard Kiley, Peter
Larkin, Alfred Lunt and Lynn Fontanne,
Marcel Marceau. Siobhan McKenna, Paul
Muni, Edward G. Robinson, David Ross. Joseph
Schildkraut, Susan Strasberg, Gwen
Verdon and Ray Walston,
The annual award, to be known as the
Lambs Cup, will be in the form of a silver
mug, representing the traditional pewter mug
of the Lambs Club.
The award committee includes: Walter N.
Greaza, Harry Hershfield, Gilbert Miller,
Clarence Derwent. Joseph Kipness, Bernard
Sobel, Michael Abbott William Gaxton, Max
Gordon. Vinton Freedley. Emil FYiedlander.
Marcus Heiman and Louis Lotito.
Serviceman Gets Scroll
At 'Miracle' Benefit
NEW YORK—P\t. John H. Neilson of
Waterloo. N. Y., who was the 1.000.000th serviceman
to visit New York's Cathedral Canteen,
was given a scroll before the special
performance of Warner Bros.' "Mii'acle in
the Rain" at Loew's State Wednesday (4) for
the benefit of the Cathedral Canteen.
Among the celebrities who attended the
benefit performance were Perry Como, Eva.
Zsa Zsa and Jolie Gabor, James A. Parley,
Ray Bolger. Barbara Britton, Monique Van
Vooren, Mrs. Gertrude Vanderbilt. Igor Cassini,
Hope Hampton, Frank and Mrs. Folsom.
Count and Countess Rasponi and Mrs. Orson
Murm jr.
Twelve of the Canteen's 40 young hostesses
also attended as did a color guard, representing
all branches of the armed forces. The
Warner Bros, picture is the first motion picture
to film dramatic sequences inside St.
Patrick's Cathedral and w-as shot mostly on
location in New York. It opened at Loew's
State Saturday (31).
Robert Riley Is Elected
To Technicolor Board
NEW YORK— Robert Riley, vice-president
in charge of sales for Technicolor in Hollywood,
has been elected a member of the
board of directors of Technicolor Motion
Picture Corp. at the annual shareholders
meeting, according to Dr. Herbert T. Kalmus,
president and general manager.
Riley joined Technicolor in 1922 when its
headquarters were in Boston. Starting as an
operator in the laboratory, he worked his
way up through a number of supervisory
and executive positions until elected vicepresident
in 1953. Riley is also director of
studio operations and his activities include
camera and color consultant, domestc sales
activities in New York and exhibitor and
distributor field services.
AA BOOKING ON BROADWAY—
Morey R. Goldstein, left, vice-president
and general sales manager of Allied
Artists, closed a deal with Max Fellerman,
vice-president of Lopert Films,
operators of the Victoria Theatre in
Times Square, whereby "Crime in the
Streets," produced by Vincent M. Fennelly,
will open at the theatre early in
May. This is AA's most important Broadway
booking to date.
Terry Turner's Daughter
Marries H. F. Stone Jr.
NEW YORK—Nancy Nason Turner, daughter
of Terry and Mrs. Turner of Flushing, was
married Saturday i7i to Harold F. Stone jr..
son of Harold F. and Mrs. Stone of Whitestone,
L. I. The ceremony was performed by
Very Rev. Charles A. Donellen in the Lady
Chapel of St. Patrick's Cathedral. A reception
followed at the Waldorf-Astoria.
Miss Terry L. Turner and Mi's. Robert K.
Weiss, sisters of the bride, were maid and
matron of honor.
When the couple returns from a Florida
honeymoon they will make their home at
Saginaw. Mich. The bridegroom Is connected
with WNEM-TV at Bay City. Mich.
Sacks Is Given Full-Time
Duties With RCA and NBC
NEW YORK—Emanuel Sacks, vice-president
of the Radio Corp. of America and the
National Broadcasting Co., and vice-president
and general manager of the RCA Victor
record division, has been assigned full time
to NBC and RCA staff activities by Frank
M. Folsom. RCA president. Sacks will be
succeeded as vice-president and general of
the record division by Lawrence W. Kanaga.
vice-president and operations manager, who
will report to Robert A. Seidel. executive
vice-president. RCA consumer products division.
Eugene Picker's Daughter
To Be Married in August
NEW YORK—Jean Picker, daughter of
Mr. and Mrs. Eugene Picker of 101 Central
Park West, has become engaged to Paul B.
Firstenberg. Her father is vice-president of
Loew's Theatres. The prospective groom is
a student at Harvard Law School. Jean is
a graduate of Dalton School and Mount
Holyoke. An August wedding is planned.
BROADW AY
/^harles t'. Moskowitz, vice-president and
treasurer of Loew's, Inc., left for the
west coast Friday (6> and James R. Velde,
United Artists general sales manager, also
headed west to meet with exhibitors, district
and branch personnel in Los Angeles, San
Francisco and Denver. G. Ralph Branton,
president of Interstate Television Corp. and
vice-president of the parent company. Allied
Artists, went back to Hollywood after conferring
in New York with Lloyd Lind, Interstate's
vice-president and general sales manager.
Robert Rossen. producer-director of
"Alexander the Great." and hLs family went
to Hollywood for a vacation after attending
the New York opening at the Capitol.
.
Daniel T. OShea, president of RKO. and
Charles L. Glett. executive vice-president in
charge of studio operations, are here from
Florida for conferences with Thomas F.
O'Neil, chairman of the board, and Charles
Rosmarin. RKO European general sales
head, flew in from Paris April 4 for home
office conferences. Abe Goodman. 20th Century-Fox
advertising director, is back from
a two-week trip to Florida setting campaigns
on the first playdates of "The Man in the
Gray Flannel Suit"
MGM Canadian
. . Chester Friedman.
press representative, went
back to Toronto April 2 after several days
of home office conferences. Leo Cohen. MGM
purchasing head, got back April 2 after vacationing
at Safe Harbor. Florida.
Zoltan Korda, British film producer and
brother of the late Alexander Korda, and
Jerome Whyte. theatrical producer, got in
from Europe on the Queen Elizabeth April
3, The same liner returned to Europe the
following day with Victor Saville. British
producer. Mrs. Saville. and Cecil Beaton,
photographer and stage and film designer,
aboard. Also heading for Europe was Morgan
Hudgins. MGM studio publicist, who sailed
on the Constitution April 4 to do special
work on "The Barretts of Wimpole Street,"
to be made by MGM in London; Herbert Wilcox,
British producer, who returned to England
via BOAC April 3; Richard Greene,
British actor, who flew to England March
31: Irving Rubine. assistant to the president
of Dougfair Pi-oductions. who left the
same day. and Howard Keel. MGM star, who
flew to London March 30.
Publicists, Majors at Odds
On New Wage Pact Terms
NEW YORK—The Screen Publicists
Guild,
which represents members at Warner Bros.,
Columbia. Universal-International aJid 20th
Century-Fox. has made little progress in negotiations
for a new two-year contract, according
to
a report given at a gathering of over
100 ad. publicity and exploitation men in
front of Warner Bros, home office April 3.
The SPG contract with Columbia and Warner
Bros, already has expired and the pacts
at Universal and 20th-Fox wUl expire in
April, but the SPG and the company negotiators
are still "wide apart" on new terms.
SPG is asking for a 15 per cent general
increase while the companies' labor negotiators
have offered a $5 per week increase.
Meanwhile, the SPG agreement with United
BOXOFFICE 33
Ai'tists' publicists has been extended indefinitely.

ttmmMili
. . . The
. . "Rock
. . "Anything
. . Clarence
. . Robert
. .
ALBANY
n landmark will disappear from the Albany
theatre scene May 5 when Alcide O.
"Al" LaFIamme retires
from the management
of the Strand to join
John W. Gardner as
a partner in the new
Unadilla Drive-In. La-
FIamme was promoted
in 1930 by M.
A. Silver, then New
York state zone manager,
from assistant at
the Stanley in Utica to
director of the Madi-
,, - „, son here, where he
Al LaFIamme
^^^^^^ ^_^j., ^^^3^ ^^^^
he moved downtown to the Ritz. In 1947. La-
FIamme was advanced to the 1.920-seat Strand.
The spectacular success of the Strand in the
past several years, under LaFlamme's direction,
has led to offers from other circuits and
from independents. The 300-car Undilla
airer is expected to be ready for opening the
first week in May. It is located in Otsego
County near Sidney in territory that film
people consider good for outdoor operation.
LaFIamme and his wife will take a small
apartment in or near Sidney, but will
maintain their Albany home at least for a
year. The veteran manager is leaving the
Stanley Warner organization with the commendation
of Jim Totman and Jim Bracken
of the SW zone offices in New Haven, Conn.
the Strand, said he talked with Eastman in
Rutland recently and that Eastman liked
the store enterprise. He left the film industry
because of a cardiac difficulty.
Fabian's Palace was the mecca for youngsters
during the run of Disney's "Song of
the South." On Monday and Tuesday, the
doors were opened at 10 a. m. Patronage
was strong at matinees, but light at night.
Parents accompanied the children in many
cases "The Rose Tattoo" played the
. .
Stanley Warner Madison, Johnny Gardner's
Turnpike Drive-In at Westmere and Joe
Miller's Menands Drive-In over the Easter
weekend. "Marty" played a second week at
the Delaware and opened April 4 at the
Turnpike.
The Ritz and Delaware staged an Easter
"Popeye Birthday Party" Tuesday. The
Ritz started its cartoon show at 10:30 a. m.
and the Delaware had its show at 2 p. m. The
first 100 children in each theatre received a
gift from NBC Baking Co. Admission was
35 cents. Special newspaper copy plugged
the performances.
A total of 125 secretaries entered the "A
Miracle Can Happen to You" contest staged
by the Strand to promote "Miracle in the
Rain," which opened Friday (6). Mi'S. Jane
M. Houck of Delmar, a widow and mother
of three children, was the winner. Her picture
was drawn in the lobby Good Friday
night by Sgt. Luigi Mannolini of Albany
Recruiting Station. The Knickerbocker News
the following day ran a photograph of Mrs.
Houck receiving an airline ticket to Hollywood
from Manager Al LaFIamme.
Several area drive-ins. forced to cancel
scheduled March 30 openings because of snow
and cold, planned to relight Friday (6). The
money lost through failure to resume operations
on schedule "cannot be made up,"
according to Harry Lamont. He first set
March 14 for the reopening of the Riverside.
Rotterdam.
Local 324 had a delegation at the funeral
It
of Bernard W.
may be May 15 before
Vane,
Johnny Gardner
for 28 years a boothman
and Al LaFIamme at the
get the new
Leiand.
Unadilla
Although suffering from
heart
Drive-In into operation.
trouble. Vane
Adverse
had
weather
been on a three-day
week delayed
schedule
construction, although the screen
for more than a year and had
worked
has been erected, the
just 48 hours
booth-concession build-
before his death. At
59, he was one of the union's oldest members
in point of service, having served at the
old Clinton Square under Fred Elliott's management
before moving to the Leiand. Don
Shepard.
covered
swing
during last man September's floods.
at the Leiand, was
slated to take Vane's place.
"Toy Tigrer" was previewed at the Strand
Tuesday (3) night,
Clayton
and was
Eastman,
sneaked at the
for years Paramount's
Palace the
Albany
same evening .
manager,
Goes"
is doing well in the operation
registered holdouts at the
of a book
Strand Saturday
store, newsstand and smoke
night and Sunday .
.shop at Rutland.
Around the
Vt., according to word received
Clock" drew nicely at Paul Wallen's
here. Eastman,
Leiand
who later served for
over the
another
weekend ...
film A report on the recent
distributor in Boston as district
manager,
Golden Gloves two-night tournament at the
is running the store with his
Mid-City Arena
son. Claude
and other
Watkins.
important matters
were considered at the Variety meeting
chief projectionist at
in the Sheraton-Ten Eyck Hotel rooms Monday
night. A crew session was held Saturday.
ing completed and rough ramping finished.
The 300-car situation is near the Susquehanna
River, but is on high enough ground
to escape floods. The site was not water-
Mrs. Richard F. Young, wife of the 20th-
Fox booker, gave birth to a son at Brady
Maternity Hospital on March 23. Named
Philip, he is their second boy. Mother and
baby have returned home. Grandmother is
Sara Young. 20th-Fox booker in Washington
and BOXOFFICE correspondent there
engagement of Dorothy Bunkin.
Philadelphia, to Alvin Kosoff, 20th-Fox salesman,
has been announced. They will be married
at the Broadwood Hotel in that city
October 7. An engagement party is scheduled
for April 22. Bride-to-be is associated with
Rogers & Gray, Philadelphia advertising
agency. Kosoff, a Philadelphian, served with
the Air Force in World War II. He is a graduate
of Miami University.
Zigmund Chmielewski, assistant shipper at
RKO. has been receiving treatment at Albany
Veterans Hospital for a stomach condition
. . . John Curtin. Republic division
manager for the east, visited the local exchange
and Schine circuit offices in Gloversville
. Dopp, Northville-Poland-
Frankfort exhibitor, and Mrs. Dopp returned
from a three-week vacation in Miami, Fla.
It was in the low 80's during their southern
stay, and it was 10 degrees above zero on
their arrival home. E>opp reported business
was poor at his three situations, operating
Fridays and Saturdays.
Mrs. Wadad Boumansour. who conducts the
Plaza in Malone, has been on a vacation in
Miami . Baral checked in Monday
to beat the drums for "Guys and Dolls,"
opening at the Strand April 22. He is working
with Al LaFIamme, Strand manager,
and Jack Goldberg, MGM boss . . . Joe Mirasola
has fixed May 1 as target day for the
opening of the New Beach Drive-In at Lake
George Village. It has been closed for three
seasons. Mirasola said here Monday that he
is ready to move as soon as the snow is gone,
and the equipment is ordered. He also operates
the Warren in Warrensburg, seven miles
from Lake George.
Other Filmrow callers included Harold
Strassman, Eagle, Albany; Fred Meier, Colony,
Schenectady; Sylvan Leff, Rialto and
Highland. Utica; Robert Knepton, traveling
auditor, visiting at the Warner exchange .
The three children of Johnny Wilhelm, 20th-
Fox salesman, are well again after bouts
with strep throats.
Jim Tobin, Stanley Warner district manager,
and Al LaFIamme, Strand manager,
went to Utica Monday for a look at "Rock-A-
Rama" in the Avon. The stage unit, booked
for two days there, filled an engagement at
the Albany theatre Wednesday and Thursday.
Tobin flew here from Boston. The
Strand scale for the show was 90 cents for
matinees and $1.25 at night.
Rex Specialty Bag Moves
To Long Island City
NEW YORK—David Adlman and Irving
Singer. Rex Specialty Bag Corp., formerly
of Brooklyn, New York, manufacturers of specialty
paper bags, have moved the factory
and offices to new and larger quarters at
21-09 Border Ave., Long Island City.
The firm also has revealed expansion plans
designed to offer a wider selection of specialty
paper bags and a faster delivery schedule due
to improved plant facilities and new high
speed automatic bag-making and printing
machinery.
-ALBANY THEATRE SUPPLY, Albany—5-5055
NATIONAL THEATRE SUPPLY, Albany—5-1479
EASTERN THEATRE SUPPLY, Buffalo—Mohawk 0001
SUN CARBON Co , New
1
York—Circle 6-4995
BOXOFFICE

. . . Lester
. . Mrs.
. . Jack
BUFFALO
'The need for previewing motion pictures
before they are shown locally so parents
can be informed about their value and effect
on children, was stressed at an informal
meeting of 15 men and women interested in
forming a Greater Buffalo film council. Mrs.
Harold T. Crowe, acting chairman of the
group, charged that too many parents judge
a film's suitability for their children by its
title. "Titles mean nothing today," Mrs.
Crowe declared. The group meeting, held in
South Buffalo Post 721, American Legion
quarters, deferred formation of a council until
a central meetmg is held with a more
representative group. This was tentatively
set for April 25 in the DAR Katharine Pratt
Horton chapter rooms at 477 Delaware Ave.
Buffalo industry friends of Ben Wallerstein
were shocked to hear of his death in
Europe. Wallerstein at
one time was manager
of the Broadway Theatre
here. One of his
best friends in Buffalo
was Robert T. Murphy,
general manager of the
Century Theatre. Wallerstein
often stopped
off in Buffalo on his
way from the west
coast to New York or
vice versa to visit w^ith
Murphy . . , Sloan
Wilson, former Buf- Ben Wallerstein
falonian and author of "The Man in the Gray
Flannel Suit," was invited to the opening of
the 20th-Fox picture of the same name at
the Center March 30. but Manager Ben Dargush
received a postcard from the former professor
of English at the University of Buffalo,
thanking him for the invitation, but informing
him that Wilson was on a vacation and
could not get to Buffalo before April 25,
when he would be a guest of honor at a
reception in the Amherst Community
Church. This reception is to be sponsored
by the Friends of the Eggertsville-Snyder
branch library and the Friends of the
WUliamsville-Amherst free library.
Max Eisenstat, assistant director of the
Cleveland Playhouse, was to speak at the New
York Community Theatre Ass'n meeting
7. April The conference brought together
the Monogram office in the Film building at
505 Pearl St., is back in the industry. She
started as a booker on Monday (2) at
National Screen Service.
The Paramount has booked "Dr. Jekyl and
his Weird Show" for a one-performance stage
shot at midnight April 27, with "Mighty Joe
Young" on the screen. The same .show will
play the Regent in Rochester April 28.
Charlie McKcman, manager of the Seneca,
South Buffalo AB-PT community house, promoted
a dozen Easter prizes for his matinee
last Saturday (31) from a community store.
Three Seiieca patrons, by the way. had
perfect scores theatre's in that recent Oscar
race, all picking scores in guessing the winners
in the various Academy Award principal
classifications Three Indian elephants
. . .
brought an exotic touch to Buffalo's main
stem the other afternoon in a parade from
the Upper Terrace to Tupper street to advertise
"Alexander the Great." current at
Shea's Buffalo. Banners strung on the sides
of the pachyderms heralded the coming of
the picture. The elephants belong to the
King Bros, circus. The same elephants were
used to promote the New York city premiere.
SYRACUSE
M
ax Rubin, manager of Schine's Parant.
his wife and their children Mark
and Kathy have returned from Gloversville
where they spent the Jewish holidays with
Rubin's father and family . . . Harry Unterfort,
zone manager for Schine Theatres, suf-
back injury just before leaving for
fered a
New York City to join Mrs. Unterfort. He
hurt his back while playing squash at the
YMCA. In New York the Unterforts joined
in the birthday celebration for Mrs. Unterfort's
mother and saw the play "No Time
for
Sergeants."
The Academy Award winning film, "Marty"
is in its second week at Loew's Strand where
it is nearing the business done at Loew's
State when it first played in town .
Loew's
. .
Division Manager Charles E. Kurtzman and
his son Kenneth, Boston, were in town to
talk business with Sam Oilman, manager
of Loew's State . . . Jules Forbes, disU-ict
manager of the People's Candy Co., and
Stella Cerio, head candy girl at Loew's State,
have new ideas for the stand, including new
representatives of 30 active community the-
atres whose circle of influence includes
ice cream containers.
Rochester, Jamestown, Dunkirk and Corning
Pollock, manager of Loew's Ernie Emerling, Loew's advertising chief in
Rochester, promoted $600 in prizes from New York, has sent out title to acres of land
at
Noah's Ai-k to give away at his annual Easter on the moon to the two local reviewers for
cartoon show on Tuesday (3) morning. the showing of "Forbidden Planet" . . Manager
Twenty cartoons were on the program. A
Oilman of Loew's divi-sed with Whelan's
capacity crowd of children and adults turned Drug Store a "Robby the Robot Sundae,"
out for the event.
an out-of-this world banana split. In Loew's
lobby he has a Ufe-size figure of Robby with
The Miltons, Gene and Irene, a Buffalo
flashing eyes ... Sol Sorkin, manager of
Keith's, Is joyful abput the return from
made career lately of
couple who have a
touring with stage shows a-s properties master Puerto Rico of his c^aughter, Mrs. Melvin
and wardrobe mistress, now are in Chicago Besdin. Her husbaqd, a lieutenant, is
with "Inherit the Wind." Gene handled props stationed at Fort Dix, N. J., and Mrs. Besdin
at the Center Theatre w^hen it was Shea's
is visiting her parents in SjTacuse.
Hippodrome, and is a former president of the
Buffalo stage hands union Frank
Wyckoff, who was associated with her late
husband for many years in the operation of
the Independent Poster Exchange in part of
With the opening of the new Cinemascope
55 film, "Carousel," the marquee of the Paramount
sported a carousel effect. Sign artist
Thomas Wlasuk joined blowups and musical
themes for a lobby display. Cans of Snow's
clam chowder and Snow's sarduies were being
passed to radio, television and newspaper
personnel by Schine Manager Unterfort.
"Carousel" has special interest in Syracuse
because Gordon MacRae, who plays Billy,
went to high school here .
Palumbo,
assistant manager at the Paramount, is most
happy that the snow is clearing up. Makes
driving easier each week to Corning where
he visiU his family and a special girl friend.
•The Fool KiUer' for MGM
Screen rights to Helen Eustis novel, "The
Fool Killer," have been acquired for MGM
production.
good
They add up to
pictures
comfortable
temperatures
"home-comfort" seating
and International
Theater Seats
give your
patrons
that "homecomfort"
relaxation
When seating or reseating your
theater v^ith Internationals, you win
two ways — in lower installation costs
because Internationals are factory
assembled and save time and labor
— and in maintenance because allsteel
construction, hingeless seat suspension
and completely interchangeable
seats and backs require less
maintenance.
For complete information about International
theater seats, write, wire or
phone —
in New York . . .
"Doc" Faige or "Barney" Sholtz,
Norpat Sales, Inc.,
113 West 42nd St.,
Phone: BRyant 9-5055
in Baltimore . . .
"Jack" Douses,
202 West Fayette St.,
Phone: BRoadway 6-5369
or—
%tematlouar
^ SEAT
DiVISION OF
UNION CITY BODY COMPANY, INC.,
UNION CITY, INDIANA
BOXOFFICE
:
: April 7, 1956
35

. . . Andy
. . The
. . George
. . Rosenbaum's
. . The
:
April
PITTSBURGH
gob Taylor, formerly with the Harris circuit
for a number of years and who resigned
recently ai manager of the J. P. Harris Theatre,
said he is enjoying his new position with
Beighley Hardware & Tool Co. He says that
now he is free to have many hours at home
with his family . . . Another Filmrow visitor
was Clinton Garber of Audio-Video Co..
Wilkinsburg . . . Saul Bragin, SW circuit
booker-buyer, has been vacationing in Miami.
Robert B. Filson, formerly with the Blatt
Bros, circuit and now president of the Redbank
Valley School Building Authority, New
Bethlehem, affixed his signature to papers
authorizing the sale of bonds in the amount
of $2,210,000 to finance the new Redbank
Valley junior-senior high school building
Battiston. theatre broker, who held
a post with the state revenue department
some years ago, is expected to accept a sim-
Co., calendar manufacturing firm, at Joliet.
111. He is western Pennsylvania district manager
Studio Theatre. Bellevue,
established house records with Oscar winner
"Marty" Russell Giroux, 70.
Technicolor field representative, who was
well known for his visits on Filmrow. died
Mai-ch 21.
. Joe
Frank "Bud" Thomas, booker, now is representing
the Hilltop Drive-In in the Charleroi
area ... A benefit for the Western
Pennsylvania School for the Blind was
scheduled for midnight April 7 at the SW
Enright Theatre in East Liberty
Mulone, Cheswick exhibitor who
. .
has built
many widescreen frames for area theatres,
has constructed a fly-up frame for the En-
right, where stage attractions will be reappearing
store here is
staging a "Carousel Counterparts" contest,
awards including a trip to Hollywood and a
$100 summer wardrobe for girls 15 or over.
Mr. and Mrs. Fred Serrao, New Kensington
exhibitors, parents of four daughters, expect
an increase in the family in August . . .
Painting of the new 20th-Fox exchange building
stopped last Saturday when the Painters
District Council No. 1 went on strike for more
wages. The move next door into the new
building will take place over the April 14
weekend, and the new 20th-Fox building will
be opened April 16 . . . The 35 acres of land
in the Greensburg area which the Mike
SAM FINEBERG
!'OM McCLEARY
M ALEXANDER
-' V,.n jiooTi Street
PimnURGH 19, PA.
?hc!te E.Xp,-esj 1-0777
N'/s/s
Your I
Manos circuit has acquired for the construction
of a drive-in theatre was purchased from
Val J. Foltz . . . lATSE Local 703, DuBois,
Will host the 32nd annual lATSE Tristate
Ass'n convention in Eagle's Hall, Reynoldsville.
Sunday, June 3.
Al HiU, assistant at the Penn Theatre here,
joined the adjacent Mayflower doughnut emporium,
managed by HaiTy Elwell, another
former Penn Theatre assistant manager. Paul
Donahue switched from the Harris to the
Penn as Hill's replacement .
Regent
Theatre, McKees Rocks, which closed recently
after being in operation for 38 years, is
being remodeled into a commercial property.
Warner Bros, branch managers Bill Twig,
Cleveland; Jim Abrose, Cincinnati, and Jack
Kalmenson, Pittsburgh, met here for .several
days with Bill Mansell, Philadelphia district
head, and Jules Lapidus, division manager . . .
ilar job at Harrisburg. Meanwhile, he is
Shorty Parker, manager of the Strand, Erie,
busy with plans which may materialize in
reports he tui-ned them away with "Marty."
the construction of several outdoor theatres
in the area. He started the drive-in boom
When it played in Ei'ie twice before, the
theatres exhibiting it starved for lack of
What price an Oscar? Andy
when he opened Super 30 near Irwin
here
some years ago.
Paramount exchange building, completely
business. . . .
Gibson of the Dipson circuit was a Filmrow
visitor . . . Fulton Theatres here sneak previewed
steam-cleaned outside and with a new front
"The Toy Tiger."
door, will be given the indoor treatment, too,
and new windows will be installed . Joe
Cevario, former Brackenridge exhibitor, attended
the convention of Gerlach-Barklow
iu^''
Owner Improves Drive-In
At Grantsville, W. Va.
GRANTSVILLE, W. VA. — John Cook
offered patrons an evening of "top entertainment,
free of charge" as his Cook's Drive-In
opened recently for its summer run. Cook
says many improvements have been and are
being made to his drive-in, located just out-
,side of town on Route 16, near Mount Zion.
He has installed additional booth equipment
and is adding a new ice machine. His
immediate plans include adding picnic tables
at the acre-and-a-half pond (stocked with
fish) situated on the theatre site.
A. R. Boyd Is Renovating
Lancaster Colonial
LANCASTER. PA.— A. R. Boyd is planning
to modernize the Colonial here at a cost of
$100,000. Boyd acquired the theatre from
the Charles F. Widmyer estate for a reported
$200,000. The renovation program is scheduled
to be completed within three months.
Some of the renovations include new seats,
new decorations, new flooring and air conditioning.
The theatre will be renamed the
Boyd.
Opens at Eleanor, W. Va.
ELEANOR. W. VA.—The new David-Lynn
Theatre has been opened here under the
management of Karl Smith and David Langford.
Shows are planned Friday, Saturday
and Sunday evenings with a matinee each
Sunday afternoon.
Hunters Rob Drive-In!
PITTSBURGH—Three bandits escaped
With S487 Wednesday night from the Blue
De.l Drive-In on Route 30 in North Huntington
townsliip, Westmoreland County, an
-A-i-ociated circuit unit. All wore red hunting
caps
Film Estimate Unit Lists
Two for Family Audiences
NEW YORK—"The Kettles in
the Ozarks"
(U-I» and "Our Miss Brooks" (WB) are
recommended for family audiences in the
Mai-ch 15 listing of features prepared by the
Film Estimate Board of National Organizations.
The former is rated acceptable for
children's programs.
Of the remaining eight films reviewed, five
are rated for adults and young people. They
are: "Richard III" (Lopert), considered an
outstanding film; "Doctor at Sea" (Rep), "Hot
Blood" (Col), "Never Say Goodbye" (U-I)
and "Uranium Boom" (Col).
Tliree are rated for adults. They are:
"Backlash" (U-I), "Over-Exposed" (Col) and
"Slightly Scarlet" (RKO).
New Equipment Installed
At Carrsville. Va„ Airer
CARRSVILLE, VA.—The Carrsville Drive-
In here, which reopened for the season recently,
has had many improvements made
in its equipment during the winter months,
according to Hal J. Lyon, president and general
manager of the Lyon Theatre circuit.
A new Cinemascope screen, comprising
more than 3,000 square feet, has been installed
as well as a complete new Century
sound system. Another improvement over
last year is the resurfacing of the entire
drive-in. A merry-go-round for the youngsters
has been purchased and will be installed
this month.
'Golden Arm' Record Gross
NEW YORK—"The Man With the Golden
Ai-m," which closed a 16-week run at the
Victoria Theatre Monday (2). took in a record
gross of over $520,000, according to William
J. Heineman, vice-president in charge
of distribution for United Artists. The Otto
Preminger production is now playing at Loew's
Metropolitan Theatre, downtown Brooklyn,
and will open in Loew's neighborhood houses
April 18.
Installs New Lamps
NEW MARTINSVILLE. W. VA.—New,
powerful lamps have been installed in the
projection room of Works Drive-In here.
Last year the screen tower building was extended
to provide a giant widescreen for
Jimmy Work's "A" outdoor theatre. He has
a "B" drive-in directly across the road from
the "A" ozoner.
Reopening at Glade Spring
GLADE SPRING, VA.—The Dixie Theatre
here, which had been closed for some time,
has been reopened under new management.
New operators of the well-known local showhouse
are Roy Moore and Joe Moore of
Glade Spring and George Hicks of Seven
Mile Ford.
Modernize Warren Airer
WARREN, PA.—The White-Way Drive-In
here again is being modernized. Last season
Ben White, owner, constructed a new and
much larger concession building and this year's
improvements include an extended screen for
widescreen pictures. The reconstructed screen
has steel facing. New lamps and generators
have been installed.
BOXOFFICE
:
7, 1956

. . Stanley
. . Nelson
. . The
. . Leon
. . Borah
. . . Molly
. . Francis
. . Hirsh
. . Eugene
. . Clark
. . Gus
. . Sara
. . The
. .
. .
PHILADELPHIA
IJerb (;illis, local franchise holder of Allied
Artists, was in Chicago for an AA conference
. . . Shii-ley Duglin, secretary to Manager
Sam Diamond at 20th-Fox. is resigning
after 15 years . . . Tristate
Tlieatre Serv-
ice now is handling booking and buying for
Percy F. CaiT's Orient Theatre in Dunmore .
The Colonial in West Philadelphia has been
The Wolf in
Mount Wolf has been taken over by J. L.
Aughenbaugh Squaresky has
taken over the New Broadway here . Doreen
Hahn, Allied Artists telephone operator, has
aJinounced her engagement to Kurt Chomsky.
Abe Sundberg, former manager at the Lincoln
Drive-In, now is managing Perry Lessy's
Diamond Theatre here . . . Mayor Richardson
Dilworth has accepted the titular chairmanship
of a group of leading citizens planning
activities for Armed Forces Day, May 19.
William Goldman, the exhibitor, will serve
as vice-chairman and working head of the
gi'oup. The theme will be "Power for Peace."
Emphasis will be on open house programs at
facilities relating to national defense and at
military
installations.
The Philadelphia Federation of Women's
Clubs at a final executive meeting created a
three-member committee to formulate a resolution
calling for reinstatement of the motion
picture censorship board and asking for passage
of adequate legislation to back up board's
decisions. The measure, which will be presented
to all state officials concerned with
the issue, will be introduced for approval at
the general federation membership meeting.
The matter was brought up by President Mrs.
James B. Husted as a result of a request for
concerted action by community groups issued
at a recent "cleanup-obscenity" campaign
meeting, which was held by the Chamber of
Commerce.
. . .
Trans-Lux Manager Charles Judge returned
from a vacation with a Florida tan
Bill Doyle, United Artists salesman, found a
pearl in an oyster while eating at Broadwood's
Brousard restaurant. It is suiTDrising
Bill was able to find the pearl as he mailed
it to a local columnist who had trouble finding
it in the envelope ... A man poked a pistol
through the window in the cashier's booth
at the Garden Theatre in Trenton March
26 and compelled Mrs. George Postlethwait,
the cashier, to hand over the money. She
did—$8, and the robber missed getting an
additional $100 which the cashier had in the
booth.
Arlene Treegoob is a new secretary to
United Artists Manager Gene Tunick . . .
Tristate Theatre Service is now booking and
buying for the Orient Theatre in Dunmore,
Pa. . . . Harry Bache, sales manager of MGM
locally, has been promoted to MGM manager
in the St. Louis exchange. Bache has been
with MGM since 1925 . Wax has
taken over operation of the Senate Theatre . . .
Abe Sundberg is now at Pen-y Le.ssy's Diamond
Theatre.
Bill Butler is managing the Dupont Drive-
In this year, and Al Farrell is managing the
Mid-Valley. Another managerial change in
the Comerford organization is Jack Mc-
Closkey, formerly at the Rialto in Scranton,
going to the Comerford at Clarks Summit.
Filling in at the Rialto is George Morris, formerly
at Clarks Summit. It is reported that
PICKING THE WINNEK — Rodney
Collier, manager of the Stanley Theatre
in Baltimore, and T/Sgt. Frank Kohrs of
the Marines are shown making final tabulations
in the secretary contest, sponsored
locally by the Baltimore News-Post, in behalf
of "Miracle in the Kain." The sergeant
helped select the winner, who competed
in the national finals.
the Dell Theatre, owned by William Fishman
and George Resnick, has been .sold . . .
William
V. Bethell, 64, formerly a salesman for
MGM, DeLuxe and Columbia, died of throat
cancer .
Irving in Wilkes-Barre has
been sold by Sheldon L. Greenbaum for a reported
$20,000 . . . U. S. Judge George A.
Welsh has ordered that the plaintiff in the
Theatre Posters, Inc., vs. National Screen
Service suit permit the defendants to inspect
each federal income tax return filed by the
is mourning the death of his brother
Abraham following an illness of several
years. Until his health failed, he had been
associated with his brother in operating the
Irvington Zellers, manager of the
Rex, has returned from a western trip . .
J. Stanley Baker, head of the Hicks-Baker
Theatres, and Mrs. Baker have returned from
a vacation in Florida.
Hal Colley, publicity director for the New
and Century, was confined to his home with
the flu . . . Caryl Hamburger, press relations
head for the Film Centre, was in New
York for a weekend . Z. Burman.
special assistant at the Film Centre, is directing
stage productions for the Stagekrafters,
little theatre group here . . . George
Hendricks, manager of the Mayfair. spent his
day off visiting friends in Philadelphia.
W. C. Gehring to Speak
PHILADELPHIA—W. C. Gehring, vicepresident
of 20th-Fox, will be the principal
speaker at the banquet of the theatrical
division of Allied Jewish Appeal at the Bellevue
Stratford Hotel Monday (9). The banquet
will honor David Supowitz, Philadelphia
architect and philanthropist.
WASHINGTON
Wariety Tent 11 board of governors met Monday
(2) in the executive room of the
Willard Hotel. Salvatore DiGennaro, IFE
salesman, has transferred his Variety Club
membership from Buffalo Tent 7 to Tent 11.
Approved for associate membership by the
board were Harold Greenberg. partner in Kay
Construction Co., and Seymour Rich, owner
of Rich's restaurant . de La Viez,
chairman of the entertainment committee, is
planning another jukebox dance for teenage
children of Variety Club members Friday
(201 Storty, president of the
.
Midcity Theatre Corp., was one of the winners
of a pair of tickets to a hit Broadway
show, presented by the Variety Clubs International
convention committee.
Marshall Coyne and Jack Blank, co-chairmen
of the Variety Club Mothers Day luncheon
to be held May 14 at the Statler Hotel,
have chosen the following committee heads:
tickets and seating, Keith Lewis; door prizes.
Milton Elsberg; publicity, Alvin Q. Ehrhch;
distinguished guests, Orville Crouch; staging
and entertainment, Hir.sh de La Viez, Sam
Jack Kaufman and Joel Margolis; reception,
Albert W. Lewitt; program, Sol Kullen and
Lou Janof; decorations, Al Blitz, Herbert
Sauber and Barney Klateman.
Washington was seething with out-of-town
visitors this week, one of the main attractions
being the Cherry Blossom festival, with
.
Orville Crouch, Loew's Theatres eastern division
manager, as festival chairman . . . Local
F-13 held a meeting Monday evening . . .
Milton Lipsner, Allied Ai'tists manager, is
plaintiffs and that they produce for inspection
memoranda
attending a sales convention in Chicago .
all intracorporate correspondence or Gil Newman, Columbia student booker, has
relating to actual, proposed or in-
returned after surgery .
Sichelman,
tended transactions of dealings with any of
the defendants in the case. Documents are
home office auditor, is making a routine check
of the branch.
be produced in Detroit.
to
Paramount Manager Herb
BALTIMORE
Gillis was attending
a series of sales meetings in Philadelphia
Maniere underwent surgery in
Prince Georges Hospital . Young,
20th-Fox booker, is a grandmother again.
Tack Levin, owner of the Irvington Theatre,
Parents are Mr. and Mrs. Richard Young. He
two young
is Albany 20th-Fox booker
sons of Lem Jones, short subject sales manager,
were Washington sightseers . . . Salesman
Charlie Krips bought a new home .
Phil Berler, E. M. Loew, was a Washington
visitor.
Morton Gerber, District Theatres, was in
Florida on business Davis made
.
a torn- of the District southern theatres . . .
Lucille Brown, booking department, visited
her brother in Philadelphia for Easter . . .
Mrs. George Wheeler and .son Bennett went
to Pittsbui-gh for Easter and George drove
up over the weekend . Lynch and Mrs.
James Sandford are entertaining their father,
James E. Lynch, who is visiting from Gloversville,
N. Y. Gus Lynch spent Thursday in
Cumberland visiting the Strand Tlieatre. The
early part of the week he and home office
executive Dewey Lederer made a tour of the
eastern shore Schine Theatres.
Mrs. Pearl Bryant, Federal Theatre, Federalsburg,
Md., manager, is a grandmother.
Her daughter gave birth to a little girl . . .
The Wicomico Theatre at Salisbury has been
remodeled and redecorated. New signs and
marquee have been installed.
BOXOFFICE ;
:
April 7. 1956 37

and
. . Robert
. .
. .
INDUSTRY PROFILE
ss
Sam Frank, Former Film Salesman,
Is Successful Exhibitor Today
ATLANTIC CITY—Sam Frank, the foi--
mer Philadelphia film salesman who looms
as one of the area's top exhibitors, gazed
from the picture
window of his .^amm^
swank apartment
overlooking the
ocean in Atlantic
City, and mused of ^,.
bygone days when
pictures were shown
in backrooms of
grocery stores, a far
i
cry from the ornate
theatres and mammoth
di-ive-ins of
tod still
Sam Frank
further from the
almost Utopia picture he paints of future
exhibiting.
Frank, who just this past Christmas
opened his first drive-in, a 1,000-car affair
on the White Horse pike near the
center of the Atlantic County population
area, is hard at work on plans for his second,
another giant, just outside of Ocean
City at a spot called Marmora. These are
in addition to his three indoor houses, in
Hammonton, Egg Harbor and Ocean City.
No blues advocate, Frank sees TV as
something to be endui-ed like a rash, and
about of the same danger. The potential
of the drive-in has not even been
scratched, Frank believes, and the future
of the exhibitor with guts and vision is a
rosy one. Year-round di'ive-in operation in
the East, right on through the cold spells,
is just around the corner, and as more
and more of the American public turn to
the outdoors and motels, the drive-in will
become the great summer attraction of
Heavy Buying Is Reported
By Trans-Lux Holders
WASHINGTON— Heavy buying of Trans-
Lux Corp. by Harry Brandt and associates
was reported in the latest summary of the
Securities and Exchange Commission.
Brandt bought 700 shares in his own name
and 600 for the Brandt Foundation during
Pebr\iary. He acquired 2,600 shares during
December. His holdings in his own name are
now 128.515 shares. Mi\s. Brandt holds 17,700
shares, with 200 .shares in a holding company.
Total holdings of the Brandt Foundation are
800 shai-es.
During February Jay Emanuel acquired
1,000 .shares, making a total of 12.000. Albert
D. Erickson acquired 1,000 for a total
of 2,!i00: Pcrcivai E. Furber acquired 5.010
for 'I i,n:,s' cf 7,810. Aquila C. Giles bought,
.^C" V. •; i'.i.i) of 2.000. tnd .Jacob Starr
'\ OO ;i;r r>. ^alal cf ;>,000.
It was in his rounds that he first spied
a venture which brought him into the ex- |:
hibition field in the town of Bryn Mawr, |:
with a college audience right on his door- :|
step. This was in 1921. On one of his ||
trips into New Jersey he became inter- |::
ested in the potential of Hammonton, |;:
where two small, unprogressive film thea- |;;
tres were struggling along from week to 1
holiday openings, opened his Hammonton ;|;
venture on Christmas 1927. (His new |:
drive-in was also opened for Christmas.) ;|
In 1937 he took over the Colonial Theatre, 1
Egg Harbor, from Dave Orloff. He added 1
the Surf Theatre, Ocean City, to his string ||
in 1940. The Surf, located on the board- i
walk, is the largest theatre of that resort, i
The new drive-in venture, called the i;
Circus, is an elaborate place he operates i
in association with his son Alvin. Another 1
son Carl is in the paper box business in 1
Philadelphia.
Ocean City has a Sunday blue law under '%
which no theatre can operate. With its ||
weekend jam of visitors. Frank sees need i
for a film house in the irrunediate vicinity.
The location of the new drive-in is just i
across the city line in Upper township, a i;
short drive from the boardwalk.
"I'd be building drive-ins from one end l
of the country to the other. They have i
everything. And the potential has not i
been scratched. With many new inven- 1;
tions constantly being added to available il
equipment, possibilities for a smart show- %
man are unlimited. Showmanship, how- ||
ever, still is a top requisite."
times.
all
Frank was born in Philadelphia and
after a fling at the drygoods business, got
his baptism in the film game, the way so
many others did—as a film salesman out
The answer to TV is better films, he
believes, adding, "They are coming. TV
^|
§
1:
of a Quaker City branch. He found rural is still a plaything; the motion picture i;
Pennsylvania looking at pictures from the business is solid and not dependent upon 1;
backrooms of grocery stores and barber the whims of the time," he said. ;i
Flank makes his home in Atlantic City,
Allied Artists Chicago
Meet Sets Sales Plans
CHICAGO—AJUed Artists' three-day sales
convention opened Wednesday (4i at the
Blackstone Hotel with Morey R. Goldstein,
vice-president and genersil sales manager,
meeting with division sales heads L. E. Goldhammer,
Nat Nathanson, James A. Prichard
and Harold Wirthwein and home office sales
executive Arthm- Greenblatt.
"Crime in the Streets" and "The First
Texan," June and July releases, were screened.
Steve Broidy. president, outlined future
plarLS the next day and Martin S. Davis, eastern
advertising-publicity manager, described
campaigns on new product. Arrivals that day
from New York were Ed Morey, vice-president;
Roy Brewer, exchange operations supervisor,
and Manny Goodman, eastern contract
department head. John C. Flinn, advertisingpublicity
director, and Si Borus, western convract
department head, came from the coast.
HE^ ARK
Assistant Manager Borris of Pi'octor's here
is filling in as a relief man at the Palace,
New York, but will be back soon .
Sam Broskie, former manager of the Cameo,
is pinch-hitting for Louis Gold, co-owner of
the Rivoli, now vacationing in Europe .
At the Roosevelt, Milton Brenner has set four
consecutive Saturdays for the Duncan Yo-
Yo Co. and Bonomo Turkish Taffey to sponsor
a Yo-Yo contest. Many prizes will be
awarded the best contestants and the grand
prize will include a personal appearance on
the Bonomo TV show. This Friday. "Ron-
week. Taking them over he finally built |:
ald and the Magic Pill" will be the feature,
the Rivoli on the main street of the town
with 1,000 seats at his disposal. This is the
|;
f
with Tom Lockyear appearing in person. The
new assistant at the Roosevelt Is Thomas
munlty and
f; Hannigan.
is a year-round profitable ||
only theatre in the busy agricultural com-
Newark's most attractive guy and doll are
operation. Frank, who is not opposed to if
being sought by Loew's for the opening of
"Guys and Dolls." Winners will get a night
on the town—dinner, dancing and free admission
to the theatre. Entrants have to send
a picture of themselves, with a letter of 50
words or less saying why they want to see
the film. Another promotion for this picture
was the giveaway of a bridal gown, donated
by a local bridal salon, to the bride-to-be
who wrote the best letter in 100 words or less
on "Why I Fell in Love With My Guy."
For "Diabolique," being shown at the Ormont
in East Orange, unusual advertising
admonitions whet the interest of film.goers.
On throwaway notices, such statements as
"Don't reveal the ending" or "Important:
During the entire engagement no one will
be seated in the theatre once the main feature
has begun," as well as a so-called contract
handed each customer in which the
ticket purchaser agrees not to reveal the ending
to anyone, are exciting come-ons.
.
The marquee at the Mayfair is being renovated
Osborne, manager of the
Tivoli, said that an amateur night, sponsored
by a local jeweler and featuring an
orchestra and several acts, was very successful.
There will be a miscellaneous giveaway
show for the kiddies on the 14th, and
also a Duncan Yo-Yo contest.
Four Art House Pictures
To Open From April 9-17
NEW YORK—Four new art house attractions
will open in first run theatres from
April 9 to 17.
They are "The Naked Night," a Swedish
film distributed by Times Film Corp., which
will open at the Little Carnegie Theatre
April 9, following a four-week run for "Don
Juan"; "French-Can Can," Fi'ench picture
distributed by United Motion Picture Organization,
which will open at the Fine Aj-ts
April 16, following a 20-week run for
"Diabolique," also distributed by UMPO; "A
Kid for Two Farthings," British picture distributed
by Lopert Films, which will open at
the Plaza Theatre April 17, following a fiveweek
run for "The House of Ricordi," and
"Lovers and Lollipops," which will open at
the Trans-Lux Normandie April 17,
following
a ten-week run for "Fantasia."
The last named is the only one of the four
produced in the U.S. It was made by Morris
Engel and Ruth Orkin. who produced "The
Little Fugitive," and is being distributed by
Trans-Lux Distributing Corp.
BOXOFFICE April 7, 1956

PRODUCTION
( Hollvwood Office— Suite 219 at 6404 Hollywood Blvd.: Iven Spear, Western Manager
CENTER
'Moby Dick' Premiere
In New Bedford, Mass.
HOLLYWOOD—The world premiere of
producer-director John Huston's plcturizatlon
of the Herman Melville novel, "Moby Dick,"
will be held at three theatres—the State, Empire
and New Bedford in New Bedford, Mass.
That community was chosen as the site of
the Technicolor drama's debut because it was
the home port of the Pequod, the whaling
vessel which appears prominently in the Melville
tome.
The feature, starring Gregory Peck, Richard
Basehart, Leo Genn and Orson Welles, is
a Moulin production. Huston and Ray Bradbiu:y
collaborated on the script.
Francis.
A regional premiere of "Cockleshell Heroes,"
a Warwick production for Columbia distribution,
will be held Tuesday (17) at the
Spreckels Theatre in San Diego in cooperation
with the 0. S. Marine Corps. Starring and
directed by Jose Ferrer, the World War n
drama was produced by Irving Allen and A. R.
Broccoli.
With luminaries including Ann Sheridan,
Steve Cochran, Maureen O'Hara, Tony Curtis,
Marie Windsor and Clyde Beatty on hand
at the Wiltern to make with the autographs.
Republic's "Come Next Spring," starring
Cochran and Miss Sheridan, bowed locally
Wednesday (4) at the Stanley Warner Wiltem
and Downtown and the Fox Hollywood theatres.
ing, Miss Dove," and for having "consistently
avoided unfavorable publicity and associations."
The late James Dean, as a "great screen
talent," for Warners' "East of Eden," "Rebel
Without a Cause" and the forthcoming
MGM's "The Swan," starring Grace Kelly "Giant."
and Alec Guinness, has been scheduled to Producer Samuel G. Engel and 20th-Fox
open locally Wednesday (18) at five hardtops for "A Man Called Peter," rated as "high in
and six drive-in situations. Indoor theatres social and ethical, as well as technical, entertainment
booking the feature, personally produced by
value."
Dore Schary and directed by Charles Vidor,
Kcwood,
Director
greatest skill,
Henry
that
Koster
of directing
for
the
"displaying
talents of
include the State and Hawaii, the
others, and using the screen as a medium of
the United Artists In Pasadena and the
expression."
Laurel.
Meantime MGM plugged the 11-theatare Cinematographer Ted McCord for "East of
day-date booking of its science-fiction drama,
"Forbidden Planet," by having "Robby the
Eden."
A special public relations award went to
Robot," featured in the Nicholas Nayfack Liberace, while Rhyllis Remington of Fox
production, make a personal appearance West Coast was similarly honored. Mrs. Fred
Easter Sunday in the lobby of the State S. Teasley, radio-TV chairman for the CFWC.
Theatre downtown. Directed by Fred Wilcox,
and Anne
was lauded for her "outstanding" efforts.
the opus stars Walter Pidgeon
Sign Marquis Warren
HOLLYWOOEX—Producer Sol Baer Fielding
booked Charles Marquis Warren to script and
direct "Trooper Hook," which Fielding will
roll this fall for United Artists release. The
frontier drama stars Joel McCrea and Barbara
Stanwyck.
West Germany Industry
Starts Big Revival
HOLLYWOOD—Western Germany's fUm
industry is on the threshold of a large-scale
revival, it was opined here Wednesday (4) by
Dr. Anton Schelkopf, German producerdirector,
upon his arrival for a two-week stay
to study the relationship between motion pictures
and television in the U. S. The visitor
is a director of the German Motion Picture
Export Corp. and chairman of the TV committee
of the Spitzen Orgenizazin der
Deutsche Filmindustrie.
Schelkopf reported that a syndicate of
bankers, producers and distributors has purchased
a studio in Munich and that a schedule
of comparatively high-budget features is being
blueprinted. He expressed doubt, however,
that much, if any, of such celluloid will
be exported to the U. S.
There are 6,000 theatres in Western Germany,
1,400 of which are equipped for Cinema-
Scope, Schelkopf declared. The area also has
400,000 televi.sion sets and a network of .seven
video stations, and the impact of TV is beginning
to be felt in theatres. The latter show
from 500 to 600 films annually, about 240 of
them from the U. S., Schelkopf said.
Extras Give Notice
Of Pact Termination
HOLLYWOOD—The Screen Extras Guild
has notified film producers groups that the
Clubwomen Honor
Film Achievements
HOLL"YWOOD—Awards for 1955 achievements
iJi films, TV and radio were distributed
Tuesday (3) by the California Federation of
Women's Clubs at its annual convention banquet,
held at the Biltmore Hotel. In the motion
picture category the winners included unless a settlement of various disputed items
existing contract will be terminated in 60 days
William Holden, for his work in Paramount's
"The Bridges at Toko-Ri," and for
has been reached in the interim.
Formal written notice of such possible termination,
approved by unanimous vote of the
"serving as an inspiration to the youth and
citizens of our nation."
SEG board of directors, has been served on
Jennifer Jones, for 20th-Fox's "Good Morn-
the Ass'n of Motion Picture Producers, the
Society of Independent Motion Picture Producers,
the Alliance of Television F^lm Producers
and other parties to the SEG pact.
THE SEG CONTENTION
An SEG newsletter to its members declared
the producers seek a long-term contract, beyond
the usual two-year period, but have "refused
to grant . . . any relief from existing
abuses due to runaway production and . . .
other inequities."
SEG president Richard H. Gordon, who
heads the guild's negotiating committee, declared
producers have admitted that they
"jump" the Los Angeles and San Francisco
extra zones to more distant locations "in
order to hire nonregistered extra players at
less than guild scales and conditions."
Because of this practice, Gordon said, "wage
increases within the Hollywood production
area won't mean much." He asserted also
that filmmakers have admitted the SEG is
being denied health and welfare benefits, pensions
and vacations, which have been granted
to "practically all other labor organizations in
the industry."
Meantime, in preparation for the upcoming
annual election of officers and board members,
the SEG official nominating committee
has picked a slate comprising Gordon, incumbent
president, and other candidates, including
Franklyn Farnum, Tex Brodus and Paul
Bradley, vice-presidents; Kenner Kemp, recording
secretary, and Jeffrey Sayre, treasurer.
All are now In office.
WRITERS SESSION ON 14TH
Writers Guild of America, West, will act
as host at the semiamiual meeting of the
WGA national council, a two-day affair to be
held here beginning Saturday (14). F. Hugh
Herbert, national chairman, will preside, and
the agenda will Include finallzation of an
amalgamation proposal for radio-TV
branches; adoption of constitutional amendments
to be submitted to the membership on
amalgamation and streamlined operational
methods; changes in membership requirements
due to accelerated employment in the
TV field, and the formation of a national
committee on censorship.
BOXOFnCE ;
: April 7, 1956 39

: NESTOR
a
STUDIO PERSONNELITIES
Cleffers
Metro-Goldwyn-Mayer
ANDRE PREVIN will score "The Fosfest Gun Alive."
RKO Radio
Score for the Bert Friedlob production, "Beyond a
Reasonoble Doubt," is being composed by HERSCHEL
BURKE GILBERT,
Meggers
Metro-Goldwyn-Mayer
"King Kelly," starring and to be produced by
Kirlc Douglas under the aegis of his independent
unit Bryno Productions, will be directed by LEWIS
MILESTONE.
Options
Allied Artists
Handed top roles in "Yoqui Drums," for which J.
Carrol Noish was previously set, were ROD CAMERON,
ROBERT HUTTON, ROY ROBERTS, DENVER PYLE and
RAY WALKER. The William F. Broidy production
is being directed by Jean Yarbrough.
Handed a featured leod in the Bill Elliott starrer,
"House on Lookout Mountain," was MYRON HEALEY.
The crime drama, a Ben Schwalb production, is
being piloted by Edward Bernds. Added to the cast
was JEANNE COOPER.
Columbia
JOCELYN BRANDO was pocted to appear in the
Copo production, "Nightfall," which stars Aldo Ray
and Anne Bancroft under Jacques Tourneur's direction.
Ted Richmond produces.
KATHRYN GRANT will be Audie Murphy's femme
lead in the Harry Joe Brown production, "Guns of
Fort Petticoat," which George Marshall directs.
Independent
PETER GRAVES was signed for the male lead in
"It Conquered the World," science-fiction entry being
produced and directed by Roger Corman for American
Releasing
Corp.
Metro-Goldwyn-Mayer
Character actor RUSSELL COLLINS was added to
the cast of the Elizabeth Taylor-Montgomery Clift
vehicle, "Rointree County," being produced in the
studio's new 65mm process by David Lewis. The
megophonist is Edward Dmytryk. Contractee DON
BURNETT drew a supporting port.
Inked to a term pact was RONNIE KNOX, storring
member of the UCLA football squad.
CYD CHARISSE will be the femme topliner in
"Silk Stockings," tunefilm with a musical score by
Cole Porter, which Arthur Freed will produce. It
is scheduled for on early-summer start.
Paramount
Producer Hoi Wollis signed BRIAN HUTTON, New
York stage and TV actor, to an exclusive contract,
under which his debuting assignment is in the Burt
Lancaster-Kirk Douglas vehicle, "Gunfight at the
OK Corral." WILLIAM MEIGS, TV singer, will make
his film debut in the picture.
Added to the cost of "The Maverick" was ARGEN-
TINA BRUNETTI.
RKO Radio
20th Century-Fox
BARBARA RUSH was signed to a term contract
nd handed the lead opposite James Mason in "One
1 a Million," which Mason will also produce. The
icturc will be piloted by Nicholas Ray.
United Artists
TV actress DIANE BREWSTER was ticketed to star
with Mark Ocna and Ziva Shapir in the Bel-Air production,
"Pharaoh's Curse," which Lee Sholem directs
ior producers Aubrey Schenck and Howard W. Koch.
Universal-International
Handed a character lead in the Fred MacMurray
starrer, "Gun for a Coward," was CHILL WILLS. The
Technicolor western, o William Alland production,
is bein

: AprU
Petrillo Trial Slated
For Local 47 'Rebels'
HOLLYWOOD—Leaders of the rebellious
faction now controlling Local 47, American
Federation of Musicians, have been notified
they will face union trial beginning Wednesday
(11) for challenging the policies and
authority of James Caesar Petrillo, AFM
president. Tlie trial, to be conducted by a
referee, will probe charges that insurgent
members of the local, headed by Cecil F. Read,
are guilty of "dual unionism" for having
ousted John TeGroen and Maury Paul, respectively
president and recording secretary
of the local, and for attacking the administration
of the AFM's pension and strike funds.
Scheduling of the trial resulted in postponement
of a Congressional hearing which
had originally been slated by Rep. Joe Holt,
who requested the Investigation after conferring
with both the Read and TeGroen factions.
Meantime Read made a quick trip to New-
York to outline the motives behind the revolt
at a meeting of Local 802 in Manhattan.
Z^ecutio-e ^fuweie^l
West: In-ing Rubine, executive of Dougfair
Productions, returned from a three-month
stay in London on TV business for the company.
East: Leon Roth, west coast publicity liaison
for United Artists, planed to Manhattan for
home office huddles.
East: Arthur Kramer, head of the 20th-
Fox Studio story department, trekked to
Gotham for huddles with Bertram Bloch,
eastern story chief, and to catch the current
crop of Broadway shows.
East: Lee Katz, recently appointed European
production representative for Allied
Artists, was due to check out for his foreign
headquarters after conferring at the studio
with Walter Mirisch, executive producer.
West: Samuel Goldwyn jr. planed in from
Cuba, where his new entry for United Artists,
"The Sharkfighters," is being lensed on location,
for parleys with Danny Mandell, who is
editing the Victor Mature starrer.
East: C. V. Whitney, president of C. V.
Whitney Pictures, concluded conferences with
Merian C. Cooper, vice-president in charge
of production, and planed to New York.
Name Latin-American Firm
To Handle Superscope 235
HOLLYWOOD—Guaranteed Pictures de la
Argentina has been appointed an exclusive
Latin-American representative for the Superscope
235 process, it was disclosed by Joseph
and Irving Tushinsky, president and vicepresident,
respectively, of Superscope, Inc.
The commitment was arranged at conferences
here with Jaime Cabouli, president
of Guaranteed, which has headquarters in
Buenos Aires.
Under the deal. Guaranteed agrees to deliver
at least 50 Latin-American productions
annually for conversion to Superscope 235.
^^ MOULD the Farmer's Market run short
^a on shiny red apples—an unlikely con-
^^ tingency—the supply handily could be
replenished by members of Hollywood's pressagentry
fraternity. During the past several
weeks, Cinemania's tubthumpers have been
precedentially active in fruit-poli.shing, utilizing
therefor their favorite gimmick— the socalled
press conference. Pi-om Marlon Brando
to C. V. Whitney. Marilyn Monroe to Dr.
Herbert Kalmus, a record number of industry
greats and near-greats have been accorded
the once-over-lightly conference treatment.
The scripts for these gatherings are as stereotyped
as a quickie hoss opera.
The ladies and gentlemen of the three-andthree-quai'ters
estate assemble at a given
time and place. They partake bountifully of
the viands and victuals that are standard
adjuncts of such edifying gatherings. Then
the impresario praiser in charge hands out
verbose releases outlining in circuitous detail
the ideas and/or plam of his principal.
A few unnecessary and repetitious questions
are asked, invariably by the reporters—spare
the mai-k-who aren't going to print anything
about it anyway. Then appear in type rewrites
of varying length and accuracy of the
mimeographed handout, which Uncle Sam
would have delivered for a three-cent postage
stamp and without benefit of gratuitous grog
and groceries.
But the blurber has impressed his boss with
his see-what-a-big-boy-am-I savvy, and the
chronic free-lunch snatchers have added to
their already-outsize girths, which apparently
are an inescapable penalty of Hollywood's
whisky beat.
Perhaps the plushest of such assemblies
and among the more productive of news—was
that staged by Frank Perrett, director of publicity
for the recently organized C. V. Whitney
Pictures, Inc. In that part of the release
treating biogruphically with headman Whitney,
it was parenthetically explained that the
"C. V." stands for Cornelius Vandelbilt
(sic).
Come, now, Frank—you've been around long
enough to know that the first requisite of a
good press agent is to learn to spell the boss'
name correctly.
Just for that, you go to the blackboard and
write V-A-N-D-E-R-B-I-L-T a thousand
times.
Hollywood's Ambassador of Goodwill has
been the title loosely applied during recent
years to several limelight-loving opportunists
who have invaded the hinterlands to make
speeches or personal appearances and to try
to impress a breathless populace that the film
capital is not the modern Sodom that it's
cracked up to be. The amount of good they
have accomplished is problematical.
Recently, however, Dore Schary, MGM
studio head, took time out from his busy
schedule to make an appearance on one of
Jack Benny's Sunday evening TV shows. Not
heretofore acclaimed as a thespian, Schary
did a whale of a good job. Laden with poise,
he never blew a line in exchanging wisecracks
with the veteran Benny, and managed
to slide in one unobtrusive plug for MGM's
upcoming Grace Kelly starrer, "The Swsm."
The routine was carried out in impeccable
taste and letter-perfect.
While Leo's Schary, with characteristic
modesty and realism, would never lay claim
to being an Amba.ssador of Goodwill, such
appearances as the one described probably do
more to benefit Hollywood's over-all public
relations than dozens of barnstorming treks
by the professional do-gooders.
Roaming the boulevards of Cinemania was
a truck-mounted float, created to beat the
drums—literally and figuratively—for "Comanche,"
a current United Artists release,
produced by Carl Krueger, a client of catchas-catch-can
blurber Bill Blowitz.
The attention-commanding—they hoped
tableau comprised a very dead dummy, arrow
through blood-dripping breast, and tied to a
crude cross; plus two tom-tom beating live
Indians in war bonnets.
Breezy Bill
was not one of the Indians.
Perry Lieber, as an assistant to 20th-Fox's
praiser-in-chief, Harry Brand, is currently
concentrating his talents on contributing a
touch of showmanship to the debuting of new
product from the Westwood film foundry.
Resultantly, when reviewers assembled to see
the excellent "The Man in the Gray Flannel
Suit," they were gifted with handsome neckties
designed to be worn with such sombre
attire.
Pi-aise Pundit Perry turned a deaf ear to
the suggestion that the featm-e be further
extolled by a premiere junket to Brooks Bros..
where the film appraisers might pick up a
suit^for free, of course—to match the tie.
Next time he seeks something for critical
necks, he might consider bars of soap—or
ropes.
From Bill Hendricks' Burbank blurbery of
the Brudem Warner, notification that a threeday
stay at the Flamingo in Las Vegas was
arranged as the top prize for the winner of a
"Miracle Can Happen to Vou" contest, plugging
"Miracle in the Rain," and conducted
by station KABC-TV.
If they desire to make it a real miracle,
permit the winner to carry away a few farthings
from the roulette wheel.
BOXOFFICE
:
7, 1956
41

Strong Easter Weekend Business
In Denver; 'Alexander Gets 280
DENVER—Business was strong over the
Holy Week weekend, with sue bills being held
over, one of them going into its fourth, and
another into its third week. "'Alexander the
Great" copped the top figure by packing the
Paramount to a holdover figure: "I'll Cry
Tomorrow" at the Orpheum was second in
money, and likewise was held. "The Man
in the Gray Flannel Suit" ran third in money,
and held at the Denver. "Anything Goes"
filled the Denham to holdover business;
"Carousel" stayed a fourth week at the Centre,
and "Ladykillers" continued strong at the
Vogue.
(Averoge Is 100)
Centre Carousel l20th-Fox), 3rd wk 100
Denham Anything Goes (Para) 1 50
Denver The Man in the Gray Flannel Suit
(20th-Fox) 120
Esquire Too 100
Bod She's Bad (Goetz-Kingsley)
Orpheum I'll Cry Tomorrow (MGM) 225
Paramount Alexonder the Greot 280
(UA)
Tabor World Without End (AA); Indestructible
150
'Alexander' Premiere Takes
Honors in Los Angeles
LOS ANGELES—Several strong new bills,
plus brisk Easter holiday trade, gave first
run takes a strong boost. Manifesting the
most allure and aided by a celebrity-studded
Chinese Carousel (20th-Fox), 7tl
Downtown Paramount Meet Me
(MGM) 21
Egyptian, United Artists Oklahoma! (Magna),
20th wk 19
Fine Arts 12
Patterns (UA)
I'll Four Star Cry Tomorrow (MGM), 15th wk...n
Fox Wilshire Alexander the Great (UA) 22
Hawaii, State Forbidden Planet (MGM) 15
TV WON'T GET
KMJ DOWN IF
you GET YOUR
SPCCIAL
TRAILERS
THE SUPER-SELLING KIND. from
PTIflHIETVIESEIIIICECD
12$ HYDI STRUT, UN FRANCISCO (2) CAUFORNU
CALIFORNIA THEATRE'
THEATRE EXCHANGE
Los Angeles, Loyola, Uptown, Hollywood
Comanche (UAJ; High Society (AA) 90
Hillstreet Song of the South (BV), reissue,
2nd wk 80
Pontages ^Anything Goes (Para) 200
Paramount Hollywood The Court Jester (Para),
3rd wk 160
Beverly—Picnic (Col), Warners 6th wk 120
Warners Downtown, Wiltem, Fox Hollywood
1 Miracle the Roin (WB) 00
in
Warners Hollywood Cinerama Holiday (Cinerama),
20th wk 1 90
'Cry' in 4th Week Earns
200 at Seattle
SEATTLE — "I'll Cry Tomorrow" came
through with 200 in its fourth week.
Blue Mouse I'll Cry Tomorrow (MGM), 4th wk.200
Music Box—Wages of Fear (DCA) 1 00
Music Hon—Meet Me in Los Vegas (MGM) 175
Orpheum Forbidden Planet (MGM) 1 85
"Cry' Is Best in Portland
With 250 Per Cent
PORTLAND—"I'll Cry Tomorrow," which
went into a second week at the Parker Broadway,
proved a headliner with 250. "Anything
Goes" at the Paramount and "Meet Me in
Las Vegas" at the Liberty were runnersup.
Broadway I'll Cry Tomorrow (MGM) 250
Fox—Carousel ;20th-Fox), 3rd wk 150
Guild Morty (UA), Summertime (UA), 3rd wk. 1 75
Liberty—Meet Me in Las Vegas (MGM) 200
Orpheum On the Threshold of Space (20th-Fox) M5
Paramount Anything Goes (Para) 200
St. Francis— Picnic ;Col), 2nd wk 1 50
United Artists Marty (UA), Summertime (UA),
reissue 100
;lcl The Lost Hunt \GM), 2nd wk 70
To Start UJWF Drive
HOLLY^'OOD—An advance gifts dinner, to
be held Monday (9) at the Beverly Hills
Hotel, will kick off the United Jewish 'Welfare
Fund's annual fund-raising appeal for
the motion picture and radio-TV industries.
Jerry Wald, Columbia executive producer and
chairman of the UJWF's motion picture division,
will preside, and the principal speaker
will be Maj. S. Robert Abrahami of Israel.
TV Writer Incomes Up
HOLL"VTVOOD—Income for scriveners in
the video field has hit a record high, it was
reported by 'Writers Guild of America, 'West,
which declared that during the past ten
months earnings have jumped to more than
$4,500,000, as compared to approjcimately
$1,440,000 in the previous ten-month period.
In February of 1955, said the 'WGA. the largest
number of scripters employed in TV was
79, while in February of this year the Index
had jumped to 276.
PHOENIX
Tnterdenominational Holy Week worship services
were held in the Vista Theatre, a Fox
West Coast theatre, beginning March 26 and
continuing through Good Friday. These services
were under the sponsorship of the
Phoenix Council of Churches and each day
a minister from a different denomination
held the service. Easter music was provided
by the various churches.
A 20th-Fox representative was in the Sombrero
Theatre audience Monday (2) night
when June Havoc opened in "The Desk Set."
Fox purchased the film rights to the play,
and wanted to see how it looks . . . Donald
Surber, assistant manager of the Palms Theatre,
has received an appointment to West
Point, and will enter the Academy in the fall.
Bruce Ogilvie, manager of the Palms, selects
his usherettes for brains as well as
beauty. Two of his usherettes, Melanie Vincent
and Martha Judd, received Junior Betty
Crocker cooking awards last month. "Can
you qualify?" asks Ogilvie, of an applicant
for usherette. "Our girls
must have the same
qualifications as an airline hostess. We expect
them to have poise, personality and good
looks. To us they are as important to the
operation of the theatre as the airline hostess
is to her airline." He said that signals are
used between the doorman and the usherettes
Goldwyn Seeks Restraint
On TV Gehrig Life Show
HOLLYWOOD—Superior court approval
was requested by Samuel Goldwyn Productions
to secure depositions from three CBS-TV
executives in a move to restrain that network
from televising the life story of baseballer
Lou Gehrig on a scheduled Thiu-sday
1 19) "CUmax" video program.
The Goldwj-n company, preparing an Injunction
seeking to prevent the telecast, contends
Mrs. Eleanor Gehrig, widow of the
horsehide star, assigned all rights to her husband's
biography to Goldwyn in 1941 when
"The Pride of the Yankees" was made as a
theatrical feattire.
Rose Saso Acting Manager
WOODLAND. CALIF.—Rose Saso, manager
of the State Theatre in Modesto, is in Woodland
temporarily to manage the State and
Porter theatres in a change of management.
A new manager for the two local houses will
be announced in a few weeks. Rose Saso,
who has served with the George M. Mann
theatres for many years, has been in Woodland
before to fill in during the vacation of
regular managers.
Washington— B. F. SHEARER Co., Seattle— Eliot 8247
Colif.—B. F. SHEARER Co., San Francisco— Underhill 1-1816
B. F. SHEARER Co., Los Angeles— Republic 3-1145
Utoh—WYCOFF Co., Inc., Solt Lake City—4-1835
WESTERN SOUND & EQUIPMENT Co., 264 East 1st South St.,
Salt Loke City, Utah—3-9974
Oregon— B. F. SHEARER Co., Portland—Atwoter 7543
BOXOFFICE :
: April 7, 1956

. . . The
. . Jerry
. . Gulistan
. . Two
. .
Union Boothmen On
Strike at Salt Lake
SALT LAKE CITY—Union projectionists
at Fox Wasntch Theatres here were not
working this week aft*r negotiations between
the local and the company for a new contract
broke down.
Neither side was saj-lng anything for
pubhcation. In fact, local papers carried only
a story that equipment at the Uptown. Villa,
Rialto. Southeast and Murray was being
operated by nonimion projectionists. Both
sides had retained counsel, but no comment
was forthcoming from either.
The trouble broke into the open a week ago
(31 > when negotiations apparently failed.
The company, at that time, carried radio
and newspaper ads for anyone familiar with
motion picture projection equipment. They
were able to recruit enough operators to
keep the theatres running.
Jack McGee is district manager of Fox
Intermountaln. parent company of Fox
Wasatch. The lATSE local involved is 250,
headed by George Hackett.
SALT LAKE CITY
Qarol Ohmart, native of Salt Lake City and
former Miss Utah, will return to the
Beehive State April 10-12 for the world premiere
of "The Scarlet Hour." While here,
she will be feted at a downtown days affair
being arranged by the merchants of the city.
She also will open her picture at the Capitol
Tlieatre.
Don Tibbs, Allied Artists manager, was
fighting an illness when he left Salt Lake
to attend his company's sales meeting. His
pretty red-haired wife Rita was worried
about his condition ... To look at her bouncing
around at Variety Club and on Filmrow.
one would never realize that Grace Hawk is
close to 70.
She's one of the most enthusiastic
theatre operators in the area and her enthusiasm
probably helps her keep her youthful
looks.
Dave Adamson, office manager at Warners,
is an active civic and church worker who
currently is facing up to the challenge of the
youth problem. He has been named chairman
of a committee in one of the school
districts that has been having a serious
delinquency problem. His work is expected
to set a model for the state. He also is chairman
of a committee which organizes youth
activities for a large group of Mormon boys.
Boost for Airer Openings
SANTA ROSA. CALIF.—The Santa Rosa
Press Democrat dramatized the recent opening
day for Sonoma County drive-in theatres
by running two two-column pictures of
local drive-in men putting the "finishing
touches" on their attraction boards. Pictured
were Bob Jarrett and Jerry Covel of the
Redwood and Henry Lazzarlni of the Village.
Reopens at Monticello, Utah
MONTICELLO, UTAH—The Nu Vu,
local
drive-in theatre, started its summer season
here recently. The theatre management
again is stressing a family policy in its programming
and advertising.
LOS
ANGELES
/|^round has been broken by Columbia for
its own exchange building, located on
21st .street next to Paramount. The structure
is expected to be completed by fall ... A
Filmrow visitor was Philip Bland, who.se -son
Jules owns the Alvarado Theatre here. The
elder Bland is celebrating his 50th anniversary
in show business, having started by
running a theatre in San Jose in 1906 . .
.
Robert Kronenberg, head of Manhattan
Films, headed for New York on biusiness.
Sero Amusement has reopened its Cherry
Pass Drive-In near Beaumont for the season
with August Nardoni as manager . . . Wendell
BJorkman, district manager for Buena
Vista, came in from a swing around the
western territory . . . Here from Kansas City
for huddles with Herb Tui-pie, western district
head, was Charles G. Manley, president of the
Manley popcorn company . Persell of
the Kranz-Levin exchange has acquired 25
Technicolor shorts of the public information
variety and is offering them for free bookings.
. .
Booking-buying visitors included Ben Bronstein
of the Sim-Air Drive-In in Palm
Springs and Lloyd Katz, Nevada Theatre
Corp., Las Vegas . Sid Pink has taken
over the Corona in Corona from Glenn and
Jimmy Harper. However, another Pink operation,
the Fontana in Fontana, has been
.shuttered. It had been open weekends only
... Ed Sonney is moving here from San
Francisco to join his brother Dan on the
staff of the Sonney Amusement Enterprises
Andei-son brothers disposed of their
California Theatre in Ontario to Associated
Theatres, headed by Sam Decker, Eddie
Ashkin and Al Olander.
A local visitor was John Farley, booker for
Theatre Associates in Minneapolis, who
toured the Row in the company of Arnold
Shartin, Paramount salesman . . . Checking
in from business treks to Gotham were Morris
Safier, independent distributor, and Lester
Tobias of Manhattan Film-s . . . Mr. and Mrs.
Ned Calvl—he for many years operated the
Plaza In Hawthorne—are off on a trip to
Europe. They're due back in October .
The women of Variety Club tossed a luncheon
at the Ambassador honoring retiring president.
Mrs. Morton W. Scott. The event was
in charge of the new president. Mrs. M. J. E.
McCarthy.
Services followed by burial at Hollywood
cemetery were held for Pauline Berman. 40,
who died following a cerebral hemorrhage.
She is survived by her husband, Isadore
Berman, southland exhibitor, and a daughter
. . . Sherrill Corwin, head of the Metropolitan
circuit, was a guest of honor at a dinner
meeting of the National Press Photographers
A.ss'n in Phoenix, where Corwin was cited
for his public .service in covering community
news via TV on KAKE-TV, which station he
owns in Wichita.
Bom on her parents' first wedding anniversary,
a newcomer to the southland scene
is Elyse Marlene Gross, whose father is
Manager Milt Gross of the Meralta Theatre
in Culver City. Her mother is the daughter
of Ben Marcus. Columbia division sales manager
in Kansas City Texas showmen
were local visitors, H. J. Griffith of
Inc., Frontier Theatres, and circuit owner
Phil
Isley.
John Massey Is Appointed
Clifton, Ariz., Mgr.
CLIFTON. ARIZ. — John Massey, U. S.
Navy veteran, has been named manager of
the Martin Theatre here. He succeeds Julietta
Purcell, who retired recently after managing
the theatre for many years.
Massey is a former resident of Pleasant
Ridge, Mich., and worked for a -short time
as assistant manager of the Nace Theatre
in Glendale, Ariz., before transferring to
Clifton.
THE B. F. SHEARER COMPANY
SAN FRANCISCO OFFICE ... /s ce/eW/ng
I
25 YEARS
OF BUSINESS AS A DISTRIBUTOR OF
I THE FINEST IN THEATRE EQUIPMENT
For the entire 25 years we hove been proud of our association with the Heywood-Wakefield
Company, manufacturers of Rocking Choir Loges and theatre chairs, established in 1826. It
has been through the help and cooperotion of all of cur manufacturers that we con look
bock on 25 enjoyoble years. And so our thanks to . . .
Pacific
Distributor
HEYWOOD-WAKEFIELD COMPANY . . . Theatre Seating
MOTIOGRAPH, INC. . . Projection and Sound Equipment
C. S. ASHCRAFT COMPANY Lamps
A & M KARAGHEUSIAN COMPANY .
Carpets
Coast
B. F. SHEARER COMPANY
SAN FRANCISCO 243 Golden Gate Avenue
offices in: LOS ANGELES • SEATTLE
Underbill 1-18U
PORTLAND
BOXOFFICE :
: April 7, 1956

. .
. . Morris
. . Veronica
. .
. . Chick
. . Prank
SAN FRANCISCO
/-•loscd circuit television is coming to Lodi,
"^ according to Gerald Smith, who announced
the State Theatre there is being
sold to Theatre Television Authority, a
Sacramento company specializing in big
productions. Smith, manager for
screen
owners Phil Zenovich of Petaluma, said TTA
probably would install a 24-foot screen at
Extensive demolition was under
the State . . .
way at the southeast corner of Turk and
Taylor streets last week to make way for a
parking lot. Being torn down are the fourstory
Holding Hotel and some smaller store
building.s directly behind Loew's Warfield
Theatre. The property is owned by Fox West
Coast Theatres. Irving Epstein, in charge
of the FWC real estate holdings, said the
land would probably be used as a parking
lot.
The women of the Variety Club will hold
their Chuck Wagon dinner, according to
Maude Harvey. April 22 instead of the
14th as previously reported. Tickets can be
obtained from Maude Harvey, chairman .
The following theatres have announced the
installation of Cinemascope: the Lyric at
Marysville, Hill at Carmel, Cal at Fresno and
the Rio at Monte Rio, which is undergoing
repairs following the flood . . . Mrs. V.
Sandow is taking over the Cedar in Nevada
City from the T&D circuit and will install
Cinemascope.
Charlie Holtz . . . Col. John Stapp was in
town in behalf of the opening of "Threshold
of Space" at the Fox Theatre. Air Force
personnel and a band and chorus from March
Field were on hand for
the opening.
"The Rose Tattoo" received a hefty boost
at the boxoffice of the Paramount Theatre
here following the Academy Awards announcements.
District Manager Earl Long
it is said the first time in the nine years
Paramount-ABC has operated the theatre
that a
Hulda McGinn, California Theatres Ass'n
public relations representative, took three
children of three theatremen to Sacramento
to attend congressional meetings and act as
pages. The trio were Mark III, son of Mark
Ailing, manager of the Golden Gate Theatre:
Bill Jr., son of Bill Elder, manager of
LoeWs Warfield, and, Carol, daughter of Bill
Blake, MGM public relations.
Jack Stevenson, manager at Paramount,
returned from a Los Angeles business meeting.
He and Ward Pennington, sales manager,
conferred with George Waltner, president
of Paramount Films, and H. Neal East,
division manager. Peg Barley, secretary to
Stevenson, resigned .
Miller, who
worked at Paramount here some 18 years
ago as booking steno, called at the exchange
while visiting here from her Seattle home.
June Genochia, secretary at RKO, was
given a party by the exchange staff in celebration
of her recent marriage . . . Herbert
Mclntyre, division manager, was at RKO .
The premiere of "Alexander the Great" at
the United Artists last week was a benefit for
the Variety Club Blind Babies Fund, and was
quite successful, although it was aiTanged
on short notice . . . Sam Sobel, Tower Pictures,
is planning a Caribbean tour.
Arnold Childhouse, United California Theatres,
did a tremendous job in raising money
Bert Silvera is now operating the Sequoia
in Sacramento. It formerly was operated by for Boys Towns of Italy with the premiere
of "Man in the Gray Flannel Suit" at the
Fox last week (30). Tickets went from $25
I ARROW I
KIDDIE RIDES
ea4t J2e llouA.
to $100.
BIGGEST FEATURE ATTRACTION
3 5% INCREASE
AMp.?
n!og
•Hnie lor
and prices
^^I?OW O^vtlUFMENT CO., Inc.
ri Mc;?,:-( s:>'J. W^-un-ain Viey. Calif.'
The oldest daughter of Jerry Collins,
United California Theatres, was married
recently . . . Jack Marpole, National Screen
.
.
Service, returned from a business meeting in
Los Angeles Safier and Harry
Thomas, independent film distributors, were
. . Mel Hulling, Allied Artists,
in town
announced a 77 score at the Olympic golf
Arrow-Flite Tracked
Auto Rides
Merry - Go - Rounds
Arrowplone Rides
Adult Capacity.
Streamline Trains
Scale
model appearance.
Grownups as well as children are
attracted by these trains.
Arrow equipment has a time
tested reputation for exceptional
value.
course. (And, Mel Klein, that's for all 18
Jim Velde, new general
sales manager for United Artists, was expected
in town with Al Fitter, recently appointed
successor to Velde as west coast
division manager. Ralph Clark is the district
manager.
Babe Barrett, 20th-Fox booker, and Bob
Beers, manager of the Mission Drive-In,
were on jury duty the past few weeks. Bob
was a foreman on one panel, and ever since
has been going around with, "And now,
hear this."
DENVER
J-he Compass drive-ins, operated by Wolfberg
Theatres, are open for the season,
with three holdover and three new managers.
New managers include Lauren Vernon,
North; E. L. Hammack, South, and R. J.
"Dick" Holland, Monaco. Holdover managers
are Al Vernon, East; Alva Traxler, West, and
Jennings Hooks, Valley.
Clarence Batter, booker and buyer, has
moved into the quarters at 925, 21st St. vacated
when Fred Brown, Black Hills Amusement
Co. booker and buyer, moved to 822,
21st . . . Robert Herrell, owner of United
Film Exchange, was in from his Kansas City
headquarters. While he was here Joe Clark
announced his resignation as salesman for
the firm .
Lloyd, independent distributor,
has bought a house in Broomfield
Heights, a suburb, and moved his wife, son
and daughter here from Salt Lake City.
Pete Bayes, Paramount publicist, was In
Salt Lake City Oliver C. Broughton,
. . .
branch maintenance manager for MGM, was
in from New York .
Jenkins. MGM
publicist, went to Salt Lake City ... In for
a sales meeting were James Velde, general
sales manager for United Artists; Al Fitter,
western sales manager, and Ralph Clark,
district manager. Attending the meeting were
M. R. Austin, branch manager, and William
Sombar, Earle Peterson and Robert Hazard,
salesmen.
Theatre folk on Filmrow included George
and Harold McCormick, Canon City; F. M.
Peterson, Hotchkiss; Lionel Semon, Pueblo,
and Bernard Newman, Walsh.
New 'Circus Boy' TV Series
Launched by Screen Gems
HOLLYWOOD— Filmuig on Circus Boy. a
new series of half-hour telefilms being produced
by Screen Gems, Columbia's TV subsidiary,
got under way Monday (2) when
lensing began on the initial subject, "Circus
Boy and the Amazing Mr. Sinbad." The programs
are being produced by Herbert B.
Leonard and Norman Blackburn and directed
by Robert Walker.
The title-roler is 12-year-old Mickey Braddock,
with Noah Beery, Robert Lowery and
Guinn "Big Boy" Williams also In the cast.
Accompanied by the formation of a new
creative department and expanded sales staff.
Mercury International Pictures is observing
its tenth anniversary by moving into larger
quarters at General Service studios. The
company, headed by Buzz Ellsworth, is
in TV program and commercial filming.
active
BOXOFFICE :
: April 7, 1956

Sail Lake Tenl Moves
To New Headquarters
SALT LAKE CITY—Variety Tent 38
officially closed its headquarters at 26 E St.,
which have housed Variety and its predecessor,
the Salt Lake Motion Picture Club,
for more than ten years. The final meeting
was conducted Monday. Hereafter,
Variety headquarters will be at the Newhouse
Hotel downtown.
Members of the club also laid the groundwork
for a huge fund-raising activity, Helldorado
Night, to be held May 4 at the Newhouse.
The affair will consist of carnival
acts, western games, music, dancing and fun.
The event will help Variety meet expenses
of moving and enable the tent to increase
the amount in the Heart Fund.
The latter phase of the tent's activities will
be expanded, according to plans discussed at
the final meeting in the old quarters.
Directors
of the Salt Lake General Hospital were at
the meeting to laud Variety for contributions
it already has made to the well-being of
several patients at the hospital.
Change in the club's quarters has been
under direction of Irving Gillman, chief
barker. Clyde Blasius is chairman of the
heart fund.
J. K. Munsell Builds Airer
West of Baker, Mont.
BAKER, MONT.—Work is progressing on
a new drive-in west of Baker on Highway 12.
The theatre will be ready for summer use if
plans of J. K. Munsell move along without
serious delay.
The theatre will have individual speakers
to accommodate approximately 200 cars. A
screen 72x32 feet w^ith a base of 50 feet will
be installed. Munsell is doing his own contracting
work which is being rushed, with
all available equipment and help being mo-
Ne'w Firm in Great Falls, Mont.
GREAT FALLS, MONT.—Articles of incorporation
for the Tenth Avenue Drive-In
Theatre, Inc., were filed with the office of the
clerk and recorder here recently. Purpose ot
the corporation was listed mainly as operation
of the theatre. Clarence E. Golder, Virginia
C. Golder and Clyde R. Cole were listed
as
directors.
Danny Kaye in 'Merry Andrew'
HOLLYWOOD — Sol Siegel has signed
Danny Kaye for the starring role in "Merry
Andrew," Siegel's next production for MGM,
which Michael Kidd will direct. Based on a
story by Paul Gallico, the yarn about a circus
clown will go into work early next year and
will be filmed partially in England.
Hillsboro, Ore., Opening
HILLSBORO, ORE.—The Car-Vue here
its held spring opening over a recent w'eekend,
featuring "The Seven Little Foys" and
"Rage at Dawn" as its curtain-raiser.
Carol Lee Ladd Joins Jaguar
HOLLYWOOD—Carol Lee Ladd has joined
Jaguar Productions, independent unit owned
by her actor-father Alan Ladd, as an assistant
to Producer George Berthelon.
George Mitchell Drive
Is Set Up by Republic
SAN FRANCISCO—tieorsic Mitchell, local
manager for Republic, celebrates his tenth
anniversary with the
company on April 29,
and in tribute. Republic
is saluting him
with a drive during
April, May and June.
Mitchell staited his
career in the motion
picture industry 21
years ago, working
with National Screen
Service in Los Angeles,
Seattle and Montana,
after which he became
George Mitchell associated with United
Artists in eastern Washington.
After his discharge from military service,
following World War II, Mitchell took over
the responsibilities of manager for the Portland
office of Republic on Apr. 29, 1946. He
was transferred to San Francisco as branch
manager in 1950. Among his other activities,
Mitchell is past chief bai-ker of the Variety
Club.
SEATTLE
•pie Rosy in downtown Tacoma was evacuated
following a false bomb threat. The
cashier received a telephone call stating that
a bomb would go off in 15 minutes. Police
emptied the theatre and then searched unsuccessfully
for a bomb. Several Seattle
houses have also been victims of bomb hoaxes
... A free public information film on breast
cancer is being presented at eight local
neighborhood theatres during April. The
special matinees: Neptune, April 2; Bellevue,
April 3; Uptown, April 4; Lake City, April
5; Ballard, April 9; Burien, AprU 10; Granada,
April 11, and the Boxy, Benton, April 25.
Jack Engerman, Northwest Releasing, returned
from a trip to Spokane. Zollie Volchok
was back from Portland . . . Filmrow
visitors included Chris Poulsen, Anchorage,
Alaska; Pat Tappan, Moses Lake; Howard
McGhee, Walla Walla; Junior Mercy,
Yakima, and Peter Baine, Chelan.
Esquire at Albuquerque
Has Been Modernized
ALBUQUERQUE—The Esquire
Theatre at
123 Isleta here reopened April 1 after a remodeling
job that cost about $50,000, according
to an estimate by Monty Morrison
of Western Theatre Attractions Co.
The remodeling program included installation
of a widescreen, new seats and rugs
and construction of a new lobby and theatre
front. The Esquire will operate several days
a week and will feature U. S. and Spanishlanguage
pictures.
'Carousel' at Bakersfield
BAKERSFIELD, CALIF.—CinemaScope 55
was introduced here with the opening at
the Fox Theatre of "Carousel." It is the first
time the latest wrinkle in projection development
has been used in Kern County, advertised
Homer Gill, manager of the Fox.
International theater seats give your
patrons that "home-comfort" relaxed
feeling that brings them back
again and again.
HERE'S WHY . . .
Best body-supporting spring seats
— Longest seat backs
—Most comfortable chair design
—Most easily maintained seats
. . . in the indusfry
For complete information about International
theater seats, write, wire
or phone our Western representative
—
Intermountain Theater Supply Co.,
264 East First South,
Salt Lake City 1, Utah
Phone: 4-7821
or . . .
^ntemattonaf
^ SEAT
DIVISION OF
UNION CITY BODY COMPANY, INC.,
UNION CITY, INDIANA
YOU'RE ASSURED OF
SATISFACTION
WHEN YOU ORDER
SPECIAL
TRAILERS
FILMACK-^"
BOXOFnCE :
: April 7, 1956 45

: AprU
RESMcl BUREAU
for
MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
Gentlemen:
4-7-56
Please enroll us in your RESEARCH BUREAU
to receive information regularly, as released, on
the foUoviring subjects for Theatre Planning:
D Acoustics
Air Conditioning
D Architectural Service
D "Black" Lighting „ „ .
n Building Material
D Carpets
D Coin Machines
D Complete Remodeling
D Decorating
D Lighting Fixtures
Plumbing Fixtures
^ pfojectors
n Projection Lamps
° Seating
D Signs and Marquees
Sound Equipment
D Television
D Drink Dispensers D Theatre Fronts
D Drive-In Equipment D Vending Equipment
D Other Subjects
Theatre
Seating Capacity
Address
City
State
Signed
PORTLAND
Oecretaries from three states submitted
photographs of themselves in a "Miracle
Can Happen to You" contest staged by the
Orpheum for "Miracle in the Rain," which
opens April 12. The all-expense studio tour
attracted wide interest. Winner of the contest
w^as Mrs. Ruth Armstrong, a secretary for
the Bonneville Power Administration in Portland.
Mrs. Armstrong's name was picked by
Capt. Bob Crithero of the U. S. Air Force
recruiting station here. Willard Coglan,
Warners, and Ken Hughes, Orpheum manager,
arranged details.
A contest staged by the Liberty Theatre
brought a $100 savings bond prize to a University
of Oregon miss in a "look alike"
contest staged for "Comanche." Another
Portland girl took second prize, a portable
radio. Earle Keate, United Artists and Wil
Hudson, John Hamrick city manager, arranged
details . . . Monroe Carlson, RKO
booker, will play a leading role in the Portland
Civic Theatre's forthcoming Blue Room
production of "Dial M for Murder," A Portland
actor who appeared in Universal's "Bend
of the River," Emanuel Golemis, has the
role of an archbishop in the Civic Theatre's
"Joan of Lorraine."
Jack O'Bryan, United Artists salesman and
Navy League president, has been staging a
tremendous membership drive. He was recently
re-elected president of the Portland
unit . . . Nancy Welch, Guild manager, said
that work on the new marquee is progressing
rapidly. On Monday (2) workmen closed the
SW Park avenue entrance to make way for
construction of the larger front and a new
behind-the-screen lounge. Entrance to the
theatre, temporarily, is on SW 9th avenue.
"Alexander the Great" is scheduled for an
April 19 opening at the Paramount. Earl
Keate was in working on the film.
Helena Drive-In Reopens
HELENA, MONT.—The Sunset Theatre
here has reopened for another season of
outdoor film programs. Manager E. R.
"Chub" Munger says many improvements
were made during the winter, including
painting as well as repairs and maintenance
work on the speakers and ramps.
Sign Richard Shepherd
HOLLYWOOD—Richard Shepherd, now
with Music Corp. of America in New York,
has been signed by Columbia as a studio
talent executive, reporting May 1. He succeeds
Max Arnow, who resigned recently to
join the Hecht-Lancaster organization.
Ben Gazzara to Star
HOLLYWOOD—Marking their film debuts,
stage actor Ben Gazzara has been signed to
star in and Jack Garfine, Broadway director,
to pilot the upcoming Sam Spiegel production,
"End as a Man." based on the novel and
play by Calder Willingham. Spiegel is aiming
the project for a May 15 start.
WAYS TO GUARD
YOUR HEART
1. AVOID SELF-DIAGNOSIS
In case of doubt see your doctor.
2. AVOID WORRY
Worrying cures or prevents
nothing.
3. AVOID OVER-FATIGUE
When you rest or sleep, your
heart's work load is lightened.
4. AVOID OVER-EXERTION
Exercise in moderation, particularly
if over 40.
5. AVOID OVER-WEIGHT
Excess weight loads extra work
on your heart.
^
SUPPORT YOUR HEART FUND
Your contribution advances the
nation-wide fight against the
heart diseases through research,
education and community heart
programs.
pr yt-wr rurther convenience
provided in The MODERN
;;! v.:rh the vl.-st issue of
Takes Over Lodi, Calif., State
LODI, CALIF.—Ahmed Mohamad has taken
oi'er operation of the State Theatre at 23 W.
Elm St. here.
This Space Contributed by
BOXOFFICE
BOXOFFICE :
7, 1956

:
April
2nd
Easter Grosses Solid
At Chicago Theatres
CHICAGO — Loop theatres expressed
optimism about post-Easter business, and reported
nice business on a beautiful Easter
afternoon and evening. Newcomers were
scarce. "There's Ahvays Tomorrow," one of
three, opened as an excellent grosser at the
Monroe. "Picnic," "The Rose Tattoo" and
"The Conqueror" continued to be popular
holdovers.
(Average Is 100)
Carnegie Morty (UA), 2nd wk 200
(Para), Chicago The Court Jester 215
2nd wk
Esquire Carousel (20th-Fox), 2nd wk 200
Cinema—Night ot the Hunter (UA) 190
Eitel's Poioce Cinerama Holiday (Cinerama),
45th wk 350
Grand—The Creature Wolks Among Us (U-l);
The Price of Feor (U-l) 190
Loop Song ot the South (BV). reissue, 2nd wk., .200
McVickers- -Oklohomo! Magna), 14th wk 275
Monroe— There's Alwoys Tomorrow |U-I) 215
Oriental—The Conqueror RkO), 6th wk 235
in lU-l), Roosevelt— World My Corner 2nd wk 210
State Lake Picnic jCol 7th wk 240
Surf .Doctor at Sea (Rep), 2nd wk 185
United Artists—The Rose Tattoo (Para), wk,.250
6th
Woods Forever Darling |MGM), 2nd wk 200
World Playhouse—The Prisoner (Col), 4th wk...l90
Ziegtcid— Diabolique :UMPO), 15th wk 200
'Diabolique' Remains High
At 300 in Kansas City
KANSAS CITY—"Diabolique" was still the
top grosser here in its second week at the
Kimo, doing 300 per cent. "Carousel," which
opened day and date at the Roxy in Kansas
City. Mo., and at the Granada in Kansas
City, Kas., and did 250 per cent of normal
business on the Missouri side and 115 per
cent on the Kansas side. "Anything Goes"
did double the average week's business at the
Paramount and "Doctor at Sea" was still
up to 170 per cent in its second week at the
Vogue. "Song of the South," Disney reissue,
was a strong Easter vacation number at the
Missouri.
Glen—Devil in the Flesh (AFE), 2nd wk 100
Granada Carousel (20fh-Fox) 115
Kimo Diabolique (UMPO), 2nd 300
wk
I'll Midland Cry Tomorrow (MGM), 90
3rd wk
Missouri Song ot the South (BV), reissue; Dig
That Uranium (AA) 1 90
Paramount Anything Goes (Para) 200
Roxy Carousel (20th-Fox) 250
Tower, Upstown, Fairway On the Threshold of
Space ,20th-Fox); The Toughest Man Alive
(AA) 105
70 1 ( Vogue Doctor at Sea Rep) wk
Indianapolis First Runs
Have Prosperous Easter
INDIANAPOLIS—A pleasant Easter weekend
spread prosperity among first run theatres
here. "Anything Goes" opened big at the
Indiana to lead the town. "I'll Cry Tomorrow"
drew w-ell in its second week at Loew-'s.
Tlie reissue of "Song of the South" at the
Circle was given a heavy play by the family
trade. "Carousel" also held up nicely in a
third week at Keith's. "Marty" capitalized
on the Academy Awards for a profitable
return engagement at the Esquire, an art film
house.
Circle—Song of the South (BV), reissue 150
Esquire Marty !UA) 100
Indiana Anything Goes 175
(Para)
Keiths Carousel (20th-Fox), 3rd 125
wk
I'll Loews Cry Tomorrow (MGM), 2nd 150
wk
L\ric—The Creature Wolks Among Us (U-l),
The Price of Fear iU-l) 100
Introducing Tom Bailey to Kaycee
MGM's new manager at Kansas City, Tom Bailey, arrived last Monday 12) from
St. Louis and was the guest of honor at a luncheon at the Muehlebach Hotel Tuesday
(3) at which he was introduced to the theatre circuit and other industry executives.
John S. Allen, division sales manager, made the introduction. Bailey was already
acquainted with many of the men in the Kansas City area through meetings at
exhibitor conventions and other industry affairs.
Seated clockwise: Senn Lawler. Fox Midwe.st division manager and Richard Brous,
president; Glen Dickinson sr. and Glen Dickinson jr., Dickinson Theatres; Phil Blakey.
Commonwealth district
manager; Bob Johns, MGM salesman; Leon Robertson, FMW
district manager; Bernie Evens, MGM exploiteer; Fred Souttar. FMW district manager;
E. C. Rhoden jr., Commonwealth president; Ben Shiyen, BOXOFFICE editor and
publisher; Manager Bailey; John S. Allen, southwestern sales manager; .'\l Adler,
assistant manager; Ralph Adams, FMW film buyer, Ed Golden, Booking Service;
Jim Long. FMW district manager; Fred Harpst, Allied ITO general manager; Joe
Redmond, FMW publicist; Maurice Druker, Midland Theatre manager; Harold Hume.
FMW assistant buyer and booker; Edd Haas, district manager; Richard Orear, Commonwealth
executive vice-president; Lloyd Morris, film buyer; Roy Tucker, district
manager.
Standing: Dick Durwood and Stanley Durwood, Durwood Theatres; Dick Whitley,
Mid-Central Theatres film buyer; J. Mark Cadle, Lawrence city manager.
Kansas-Missouri Allied
Convention on May 8
KANSAS CITY, KAS.—The annual convention
of the Kansas-Missouri Allied Ass'n
will be held May 8 at the Aladdin Hotel.
After
the morning session there will be an allindustry
buffet luncheon, followed by an
exhibitor-only discussion the afternoon.
in
Late in the afternoon Allied members will
elect officers at a bu.siness meeting. The
convention will close with a cocktail party at
5 p.m. at the Aladdin and a rathskeller gathering
at the Muehlebach brewery at 6:30.
Benjamin N. Berger, president of North Central
Allied and chairman of the Allied Emergency
Defense Committee, has accepted an
Wooten and Adams Build
New Airer at Liberal
LIBERAL, KAS.—Jay Wooten of
invitation to attend. Beverly Miller is president.
Hutchinson
and Ben Adams of El Dorado have started
grading in the north end of town for the
construction of a new drive-in. The partners
built the Great Western at the south end
of town and have operated it since May 1949.
Walter Scott Opens Theatre
The new drive-in, to be called the Park, will
GOLCONDA, ILL.—The Scott Theatre, accommodate 450 cars and will have 200 seats
formerly the Ohio, has been doing nicely since in an enclosure for year-around operation.
It is located near the new Park Plaza addition.
it was reopened March 13 by its new owner,
Walter Scott. Scott made several improvements
Both Wooten and Adams operate thea-
including installation of a w'idescreen. tres in their own towns. Fox Midwest operates
The house is operating on a seven-day basis.
the Plaza and Tucker here.
Airfield Planners Try
To Block New Ozoner
CHICAGO—A rehearing of a disputed
zoning order was being sought this week
before a Cook County Board committee to
block construction of a drive-in near O'Hara
Field. The theatre, already started, lies on
land which is reportedly requu-ed for expansion
of the airfield. In the event of
purchase, the city would be required to pay
the cost of the theatre. Estimates of the
additional expense to the city range upwards
to $400,000, officials say.
Head of the county zoning board of appeals
contended city airport engineers were notified
of the previous hearing which approved the
theatre construction. Airport planners, on
the other hand, say they were not notified.
Meanwhile, Sam Shiner, and Michael A.
Reese, owners of the site, have been
approached in an effort to have construction
stopped.
Shiner and Reese had expected to have the
1,000-car drive-in completed in time for
opening in about eight weeks. Design called
for a 55xl00-foot screen.
Plans Ozoner on Own Farm
JEPFERSONVILLE. IND.—John Woehrle,
denied a variance three times for a drive-in
at other locations, is asking permission now
to build on ten or 12 acres of his own 450-
acre faim near here.
BOXOFFICE :
7, 1956 47

wmmmm INDUSTRY PROFILE mmmm^mm
Cobby Stewart, FMW Topeka Manager,
Won Nickname as Baseball Player
TOPEKA, KAS.—The nickname of Carl
L. "Cobby" Stewart. Fox Midwest's new
city manager here,
Carl A.
Stewart
dates back to his
younger days when
be was quite a baseball
player. Friends
in his hometown of
Predonia started
calling him Ty
Cobb, and "Cobby"
stuck with him.
District Manager
Edd Haas, in making
the announcement
that Stewart
would replace Larry
Brueninger who retires
April 6, called attention to the fact
that "Cobby came with the mortgage"
when Elmer Rhoden sr. bought Fredonia
theatres in 1930 from Tom Steele and Jim
Fronkier. At that time Stewart was a
projectionist.
fact, In the new city manager has done
about everything around a theatre. He
passed out handbills and did other odd
jobs around the movie house, then became
an usher, worked in maintenance and on
up to the projection booth. Later he became
manager of both the houses which
are no longer owned by Fox Midwest. In
1932 he was transferred to Marysville as
manager of the Liberty, and while the
town was no larger, it had a larger theatre
operation and the move was considered
a promotion.
After thr-ee years in Marysville, he was
moved to the Rivoli in Beatrice, Neb.,
where he remained for a year before coming
to Topeka in 1936 as manager of the
Orpheum. Since then he managed the
Jayhawk and in 1942 went over to manage
the Grand, so he has managed all the
Fox houses here.
"Something has been threatening the
movies ever since I have been in the business,"
Stewart remarked recently. "I think
there has been undue unrest on the television
score. People's tastes and habits
change but the motion picture industry
has done a good job keeping a finger on
the public pulse. The average moviegoer
is interested in a story he likes and
he wishes to be entertained. Musicals or
even pictures with just a couple of .songs
are usually popular—everybody seems to
like music, whereas heavy drama appeals
only to a certain type of patron."
Stewart called attention to the fact
that young people go to movies more than
older patrons because with age come responsibilities
which cut one's leisure time.
The Grand Theatre is attended by more
older people than any other Topeka house,
having acquired a reputation for being
"comfortable and dignified." The Jayhawk,
on the other hand, caters more to
the action crowd.
In this connection. Stewart is aware of
the demand for the superwestern such as
"High Noon" rather than the old stereotyped
round-up-a-posse-and-hang-therustlers
type. Cinemascope has broadened
the action picture's field—and that is
not meant for a pun. The action house
can also use space-fiction films and w-eekend
shows must consider the young fry
who attend Saturday and Sunday matinees.
Born on Friday the 13th. Stewart never
has felt he was marked for bad luck.
He considers his new appointments "as
big a thrill as when I got married or my
children were born." His son Kay, 22, and
his daughter, Carla Sue, are attending
Washburn University.
Safe. Sound and Popular at Drive-In Theatre Playgrounds
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Installations include the Commonwealth Theatres,
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Kansas Drive-Ins at Ottawa, Belleville,
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Income Levy Changing
Filmmaking Picture
CHICAGO — Irv Kupcinet, Chicago Sun
columnist currently in Hollywood, writes:
"The advent of television certainly has
wrought tremendous changes in the film industry,
but Uncle Sam's stiff income tax
has changed the map of moviemaking even
more. Stars no longer want to work under
contract for those filthy $5,000-a-week salaries
because, after taxes, they hardly have
enough take-home pay left to pay for the
swimming pool. The trend for the last few
years has been toward independent productions
in which producers and stars combine
to form their own companies, take comparatively
small salaries and then share in
what they hope will be huge profits."
OPEN DOOR FOR INDIES
Citing the resignations of Don Hartman as
executive producer for Paramount, and of
Darryl Zanuck from 20th-century Fox to
become independents, Kup has this to say
about Dore Schary and MGM: "Even MGM,
the giant among movie studios, is beginning
to open the door to the independents. This
is a radical departure for Metro, which gi-ew
to its gigantic proportions on the star system.
The greatest array of talent the industry
ever has known once was under contract
MGM. Now these same stars are
to
demanding—and, in some instances, getting
—a share of their pictures' profits instead
of those mammoth weekly, checks at which
Uncle Sam looks so longingly.
"Dore Schary. operating head of MGM and
one of the industry's most able spokesman,
doesn't go along with the belief that the era
of the big studio is dead."
In a statement to Kupcinet, Schary declared;
"MGM will be operating for many,
many years to come, no matter what the income
tax situation is or how big television
grows. We will welcome some independent
production on our lot, but we are not going
overboard on it. And we will give some
stars a percentage deal. But in all our financial
dealings with talent, we are quick to
point out the gamble taken on percentage
deals. Some movies don't show a profit, or
make far less than expected. So there are
many cases when a performer would be
better off, even with taxes, to work for a
guaranteed salary."
FILMMAKING CONTINUES
"Schary maintains," says Kup, "that movies
still are the best and cheapest form of entertainment
and are here to stay regardless
of any competition ... the art of moviemaking,
as we know it here in Hollywood,
will continue indefinitely."
In giving television credit for spurring
moviemaking to new heights, Kup quotes
Schary: "We all are making better pictures
and we all are working harder because of
TV. I don't know when in the history of
this industry we've had such a crop of highpowered
pictures. Just to name a few that
come quickly to mind—Moby Dick, Friendly
Persuasion, Giant, Ten Commandments.
Somebody Up There Likes Me, Raintree
County. Tea and Sympathy. The content of
our movies today is more adult. We are
tackling more mature subjects and handling
them in a more mature manner."
Photographing "Funny Faces" for Paramount
is Ray June.
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. . The
. . The
. . Jan
KANSAS CITY
prank PetragUa. home office representative
from the Columbia publicity depai'tment,
has been here working on the Midland engagement
of "The Harder They Fall." He
went on to Detroit to meet Valerie French,
who is making personal appearances for
•Jubal" .
father of John Tonge. MGM
booker, died in Pensacola, Fla., and John
flew down for the funeral .
Gagel,
MGM press representative secretary, resigned
Fi-iday (30) and was married Easter
Sunday . Terrace Drive-In at Wichita,
operated by the T. H. Slothower circuit, has
installed Cinemascope equipment with magnetic
sound.
Hollywood stars cant always crash the
front page of the Kansas City Star but Carol
Cook, Buena Vista secretary, and her family
did on Monday morning (2). Carol had made
her own Easter outfit as well as that of her
three daughters, Chris, 7; Caron, 3, and
Caylen, 2. They were photographed in front
of the Wornall Road Baptist Chm-ch. Charles
J. Cook, husband and father, also was in the
picture, but like the groom at a wedding, received
scant attention in the Easter fashion
parade of his womenfolk. Now if Carol had
made his suit, he might have been more
prominently displayed in the picture!
L&L Popcorn reports inquiries from Indonesia
about the Roto-Grille and has fm-nished
E-Z automatic push-button coffee dispensers
to Louis Stein's Parsons, Kas., Drive-In and
to Dale Danielson's Sky-Vu Drive-In at
Rus.sell . . . M. G. Shackleford. former salesman
for Waj-ner Bros, and Columbia and one-
•OUR BUSINESS IS SOUND"

:
April
for on it were painted the names of all the
firms which have offices upstairs ... A small
fire at the Midland Saturday (31 1 did about
$100 worth of damage.
:
News from the Fox Midwest circuit Blon
Bryant's boy Steven was born March 20.
Bryant manages the Fox at Springfield. Mo.
Speed Martin and Bill Rector from Salina
visited the home office last week. Kathyrn
Black, secretary, took a "long weekend" vacation
at Palm Springs and stopped at Los
Angeles on her return to see the senior E. C.
Rhodens just back from Hawaii. The Wichita
Miller has dusted off the pipe organ and uses
it on Sundays as an entertainment filler,
Pre-Rhoden-Week meeting dates: May 1. 2
at St. Louis for John Meinardi's district 4;
May 3 James Long's district 5 will meet
ui Kansas City: May 4 Fred Souttar's district
3 will meet in Wichita or Hutchinson: Leon
Robertson's district 1 meets in Kansas City
on May 7; Edd Haas holds his district 3
meeting May 8 at the home office.
Tom Bailey, new MGM manager replacing
the late William Gaddoni, says that while he
is happy to be in Kansas City, he will be
a lot happier when his family can join him
here. He and Mrs. Bailey have two daughters,
Patricia. 21, who attends Font Bonne college
in St. Louis and Michele, 13 . . . Shreve
Theatre Supply furnished a new widescreen,
anamorphic lenses, backup lenses and other
miscellaneous equipment for the barracks
theatre at Camp Crowder near Springfield.
Regal Poppers reports the sale of a Jet-Spray
drink dispenser to the T. H. Slothower
Meadowlark Drive-In in Wichita and a Hotpoint
deep fat fryer to the Lin-Vu Drive-In
at Brookfield. Mo, Also furnished were a
Sno-Cone machine and a drink dispenser
to the Michlo Theatre at Braymer, Mo,, and
a coke dispenser to the Screenland cafe. For
the first
time in the Kansas City trade area,
a crimson coke barrel is on display in the
Regal offices and exhibitors are invited to
inspect
it.
Commonwealth Buys
Drive-In at Fulton, Mo.
FULTON, MO,—The 390-car Fulton Drive-
In on Route 54 has been purchased by Commonwealth
Amusement Co, of Kansas City,
from Don and Kenneth Fike. The drive-in,
which was opened by the Fikes on June 16,
1950, is being readied by Commonwealth for
the 1956 season. Early in 1950 it was reported
that Commonwealth wa.s planning
the construction of a 750-car drive-in on
Route 54, but no definite action had been
taken since then to further that project.
Commonwealth's circuit of drive-ins and theatres
in Arkansas, Iowa, Kansas, Missouri and
Nebraska includes the Fulton Theatre, 925-
seater, here, Don Fike, who was in active
charge of the Fulton Drive-In, also operates
a very successful bottled gas concern in the
Fulton area.
New Plug-Hat Airer to Bow
April 20 at Oakley, Kas.
OAKLEY, KAS.—Tlie Plug-Hat Drive-In
has scheduled an April 20 opening. Charles
E. Kline is the builder and owner. Another
drive-in also is under construction and is
expected to open later in the season. It will
be operated by Jim Snyder, Harry Dahna and
Melbourne Sparks.
COMMONWEALTH HUDDLE—Managers in the eastern and soutlirrn
districts of
Commonwealth Theatres, comprising half its holdings, conferred in Springfield, Mo.,
recently with Kansas City home office executives. Left to right: R. H. Orear, executive
vice-president; Elmer C. Rhoden jr., president; H. E. Jameyson, chairman of the
board; L. W. Morris, film buyer; Doyle Mowrey, host and the manager of the Springfield
and Sunset drive-ins; Roy L. Tuclter. southern district manager, and Douglas
Lightner, eastern district manager.
Grand Jury Investigates
Chicago Local 110 Fund
CHICAGO—Nine projectionists testified before
a U. S. grand jury recently concerning
their union's welfare funds. The jury is investigating
possible violations of the Taft-
Hartley act in handling of funds of Chicago
Local 110.
The projectionists called as witnesses work
at four Loop theatres. They are James Sisco,
George Dravillas and Charles Stollerow, employed
at the State-Lake: Louis Malisotf,
Harry Ragan and Steve Siderowicz of the
Chicago: Martin Krugman and Joseph Geiser.
United Artists, and Frank Bishop of the
Oriental.
Clarence A. Jalas, secretary-treasurer and
business agent for the local, said he had "no
idea what the investigation's all about," He
lives in the building where the union has
headquarters. Neither he nor Eugene J, Atkinson,
local president, had received subpenas.
he said, Atkinson was out of town,
Daniel D. Carmell. the union's attorney,
told reporters the union has two trust funds
and a transfer account which had a total
balance on Aug. 31. 1955, of $1,417,064.
Employers contribute 26 per cent of an
employe's salary to the funds. The union
members have accepted increased contributions
since 1947, when the funds were set
up, in lieu of pay raises.
Auction Greenfield Lyric
GREENFIELD, ILL.—The Lyric Theatre,
dark since Apr, 13, 1955, was to be sold at
public auction Saturday (7), Most of the
seats of the theatre have been disposed of.
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BOXOFFICE :
7, 1956

. . Herbert
. .
. . Dennis
. . Bell
. . One
. . John
. .
CHICAGO
patricia Joyce of Republic is hoping that the
owner of a watch she found on Filmrow
will contact her and identify it . . .
Ben J.
Lourie. Columbia manager, went to Florida
for a vacation H. Greenblatt,
.
RKO western sales manager, was here for
conferences with Sam Gorelick, midwest
district manager, and Ray Nolan, Chicago
manager.
.
During March, the Chicago censor board
reviewed 85 pictures. Twenty-one, the usual
25 per cent average, were foreign films, one
was cla.ssified for adults only and there were
no pictures rejected . . Milt Simon, salesman
.
for is 20th-Fox, on a Florida vacation
William Hollander, head of publicity and
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FILMACK
advertising for B&K, returned from a si.xweek
holiday in Florida.
. .
Harry Brown took over ownership of the
Bugg Theatre April 1. Mrs. Kay Simmons,
who had owned and operated the theatre
is since 1954, looking into the purchase of
another theatre, but expects to first take
a rest for a few weeks. Mrs. Simmons has
had 20 years experience in the business and
has managed such houses as the Newberry,
Biograth, Buckingham and Astor . Members
of all branches of show business have
formed a new social and benevolent club
known as the Stage Club of Chicago, Inc.
Meetings are being held every Monday evening
at 55 West Wacker Drive. Charles O.
Schoke has been elected president.
.
.
Mike Lane was here to promote "The
Harder They Fall." An extensive publicity
campaign preceded the opening at the
Woods, set for April 10 O'Keefe
was a stopover visitor here en route from
Hollywood to New York & Howell
Corp. reported record sales in 1955 and the
largest earnings since 1947. Net income
amounted to $2,007,502, which compared with
$1,812,645 the preceding year. Sales in 1955
totaled $42,137,575, as against $40,699,495 in
1954. Charles H. Percy, president, said both
profits and sales for all of 1956 should be
larger than in 1955.
Republic's Chicago branch ranked first in
the big sales drive ending March 31 . . . The
Crawford celebrated completion of a big remodeling
program Sunday ai by serving free
refreshments to patrons . of the top
features in the Belmont Theatre remodeling
IS a 300-ton air conditioning unit . . . Sam
Levinsohn, head of Chicago Used Chair Mart.
is combining business w^ith pleasure while
visiting Florida.
.\ll but five of the 11 drive-ins in the
Chicagoland area were operating Easter
weekend and all reported business conditions
look very satisfactory. Weather conditions
have been favorable, and mid-April will bring
the opening ot the remaining outdoor theatres.
Following a custom established last
year, the Twin Open-Au- drive-ins held a
special Easter sunrise service at 6 a.m. A
similar service was conducted at the Harlem
Avenue Outdoor at 7 a.m. Conley of
Wittek Golf Range Supply Co. reported that
the reopening of outdoor theatres in this area
alone is proving the returning popularity of
miniature golf. This type of equipment will
be a part of extra attraction features at most
of the drive-ins this season.
Ralph Banghart, RKO field representative,
working wuth Sherman Wolf on the reissue
of "Citizen Kane" at the Surf, found that
there is great interest in the engagement of
the film. The Chicago newspapers, contrary
to normal practice, have been giving the
engagement considerable editorial attention.
Part of the editorial content deals with the
big reception the Orson Welles picture received
here in 1941, when it opened day and date at
the Palace and Woods theatres.
"Picnic" will start outlying runs April 13.
It was believed that on the basis of consistently
high grosses the film would have
been a winner at the State Lake for perhaps
another ten weeks. At the close of the
seventh week it grossed 240 per cent .
Sam Kaplan of the Albert Dezel organization
said the firm has acquired the distributorship
in the Chicago exchange area of "Revenge,"
which stars Anna Magnani. "Simba,"
for which Albert Dezel is distributor, opens
at the Carnegie next week, and "King Dinosaur,"
which this company also distributes.
has been released for showing in B&K theatres
in the Chicagoland area.
The Chicago Daily News Tuesday (3i
printed the largest motion picture advertisement
it had ever printed. It was a two-page
ad on "Alexander the Great," which opened
at the Chicago Theatre Tuesday (3). A
month-long publicity campaign lined up by
UA publicist Wally Heim projected constant
reminders to local citizens and convention
visitors alike that the film could be seen at
the Chicago. In a concluding publicity stunt,
early patrons were transported to
in horse-drawn chariots.
the theatre
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Arthur Schoenstadt, head of Schoenstadt
Theatre circuit, departed for a vacation in
Palm Springs. Just before leaving he learned
at Red Cross headquarters that he had successfully
led the amusement and recreation
group drive to 100 per cent of its quota. The
campaign started March 1, and by April 1
contributions from these groups for this
year's campaign exceeded $100,000. Last year,
contributions collected through the efforts of
the amusement and recreation people
amounted to slightly more than $8,000.
When "The Swan" opens at the United
Artists Theatre April 20. it will al.so be released
for showing in top theatres in key
cities in Illinois and Indiana. MGM publicist
Norman Pyle said newspaper advertising will
be an important media. Full page ads announcing
the opening of the picture will be
placed in every Chicago newspaper April 15.
Pyle said Cyd Charisse is expected here for
the opening of "Meet Me in Las Vegas" at the
Loop Theatre April 20. Extensive advertising
plans are also in the making for this film's
debut here.
Sam Chernoff. IFE district manager, closed
a deal with Abe Teitel. owner and operator
of the World Playhouse, for an exclusive mid-

. . Al
western showing of Madame Butterfly," It
is scheduled to open in May at the World,
according to present plans, and run into
July and August. Teitel feels tliat "Madame
Butterfly" is a worthy successor to "Aida,"
which was a record-breaker a year ago. It
is his belief that inasmuch as this will be
one of five exclusive runs in the United
States during the summer season it will be a
top tourist attraction here. Chernoff said no
other theatre in the midwest will have
"Madame Butterfly" until next fall. I.F.E.
now is located in new air conditioned office
quarters on the second floor at 1325 South
Wabash Ave. This is the same address, but
another suite of rooms. The move was made
in order to give Allied Theatres of Illinois
more space for its expansion program.
ST. LOUIS
Members of Cinema Lodge 1619. B'nai B'rith.
have appointed a committee to work up plans
for a tenth anniversary tribute to Jack
Kirsch, organizer of the group. A kickoff
luncheon was held this week and it was decided
to celebrate with a banquet June 30.
In ten years, membership has grown to 400.
.
Jack Oehlers has been named treasurer of
the Palace Theatre and the Chicago Cinerama
Corp. He replaces the late George Rochford.
Oehlers has been assistant treasurer
at the Palace Hibbler, singer and recording
artist, shared headline honors
with Eddie Heywood and his orchestra at the
Regal Theatre in a special Easter season
stage show. The Regal is now the only film
house in the city presenting stage revues.
BOWLING
KANSAS CITY— Filmrow Bowling League
standings were as follows after the games
Friday i30> night:
MEN'S
Team Won Lest Teom Won Lost
Dixie 69 43 Mode 54 58
O'Day
Shreve's 62 50 Filmrow?? 52 60
Monley 59 53 Alley Rats 51 61
Popcorn
Thrifrwoy 57 55 United Film 44 68
WOMEN'S
Team Won Lost Team Won Lost
Finton Jones... 59 28 Heart 46 41
Drive-ln
Manley Poppers 52 35 Hartmon's 41 46
Borg & Kim 44 43 Mode O'Day 35 52
Inc. 101 Service 24 63
A.A. THEATRE CONCESSION
SUPPLY CO.

. . . "So
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. . Tommy
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\M( rii
rii^ht. manaKii »t Hie 1 ()\ Midwest
Orpheum, Wichita, presents credentials as
the winner of the "Miracle in the Rain"
secretary contest to Joanna Kentfro. Sgt.
Haskell Bridges of the local Army recruiting
station drew the winning name.
Miss Rentfro is a secretary for the A. Y.
McDonald Mfg. Co. and, with 31 other
winning secretaries, was the guest of Jane
W.vnian at a Warner studio luncheon
this week. Warner Bros, flew all 32
winners to Hollywood for an all-expense
paid visit to the film capital.
J. Fred Carlin Dies at 72
CLINTON, IND.—J. Fred Carlin, 72, owner
of a drive-in theatre here, died in the Vermillion
County Hospital, where he had been
a patient for one day. For four years, Carlin
had been hospitalized periodically. Survivors
include his wife Edith, three daughters, a
grandson and a granddaughter.
RCA IN-CAR
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A
White Hall, 111.. Princess
Undergoes Renovation
WHITE HALL. ILL.—The Princess Theatre,
dark since January 1, has been undergoing
a complete renovation and it is hoped
that the theatre may be ready to resume operations
about April 15. The renovation program
was started March 5. The small
is screen to be replaced with a widescreen.
The old seats are being replaced with 450
new ones, and the seating capacity has been
reduced from about 490. Carpenters have been
laying a new floor and hanging new doors.
The lighting system has been extended
and modernized and new projection machines
are being installed. A major change calls
tor the remodeling of the powder room in the
northwest corner of the auditorium to provide
space for the concession department. The
ticket booth is
being moved to the front door
of the theatre at the west end of the lobby.
Mrs. Joe Lyman had been operating the theatre
since the death of her husband several
years ago.
John B. Tackett, 8L Dies;
Photographed Daltons
COPFEYVILLE, KAS.—John B. Tackett,
former photographer and theatre owner, died
Saturday (31) at the age of 81. Tackett photographed
the Dalton raid on two banks here
Oct. 2, 1892, showing the four dead bandits
and the only survivor of the gang, Emmett
Dalton. The photographs were widely used
and are still in demand for reproduction.
Later he built and operated the Tackett Theatre,
which is leased to Fox Midwest but
which that circuit subleased in 1953 to Tal
Richardson. Tackett's wife survives him.
After Emmett Dalton had served a term in
prison, he and Tackett collaborated on what
has been reputed to be the fii-st documentary
film ever to be made—a motion picture of
the former bandit's life. This was around
1910 and was the fii-st film in which a criminal
portrayed his own life story.
Michael J. Barry, 80. Dies;
Partner in Theatres
KANSAS CITY—After a long illness,
Michael J. Barry, 80, died Friday (30) night
at St. Luke's Hospital He was a retired
executive of the Gas Service Co., but he was
also an early motion picture operator, at one
time owning the prosperous suburban house,
the Twenty-Ninth Street, located at 29th
and Brooklyn.
He was a partner of the Blackstone Amusement
Co. in 1918, which operated the Isis
Theatre at that time. He was also interested
at some time in the operation of the Apollo,
Rockhill, Linwood, Gillham, Roanoke, Warwick
and Uptown theatres. He is survived
by two sons and a daughter.
Operation Was No Joke
On April Fool's Day
CAMERON, MO.—Bill Silver, who operates
the Silver Theatre and the Patio Drive-In,
had to rush Mrs. Silver to the hospital early
Sunday morning (1) for an emergency
appendectomy. She is getting along fine now.
as there were no complications, but Bill had
a terrible time when the operation was over
and he began calling friends to give them
ihe news. They thought he was playing
an April Fool joke on them.
INDIANAPOLIS
Tames Paikos and Art Cheronis have bought
^ the Diana Theatre at Noblesville from the
Vonderschmitt Theatres, taking possession
April 1. Paikos and Cheronis also operate the
Logan there. They plan a renovating program
for the Diana . J. Wolf will
speak before the state convention of Sigma
Alpha Upsilon at Bloomington April 21. He
will urge his listeners to take an active part in
civic and philanthropic affairs . . . Jack Safer,
manager of Safer Film Distributors, Inc.,
went to General Hospital, Boston, for a
checkup .
Service has taken over
the concessions at the Monticello Drive-In.
Herschel Spencer has resigned as manager
of the Strand at Muncie. His successor is
George McDonald . McKean, Warner
manager, is taking a vacation in Florida
to shake off the effects of smoke from a
fii-e in his apartment . . . Bob Jones, manager
of Affiliated Theatres, has gone to New York
on business . McCleaster, Fox central
division manager, was here recently.
F. Hilligoss, operator of the Corral at Seelyville,
has joined the Affiliated group . . . Dick
Frank, Paramount manager, has started an
extensive $10,000 remodeling project that will
include new air conditioning for the exchange
far, so good" is the report of state
drive-in exhibitors now open for the season.
Clair H. Stuckey moved back to his summer
home on Lake James to reopen the Lakeland
Drive-In, north of Angola, March 31 . . . John
Flake installed a 70-foot screen at the Family
Drive-In, near Bloomfield . Yaggi has
adopted a weekend-only policy for the Vernon
at Mount Vernon . . . George Marks has
dropped Saturday matinees at the Palace,
Montpelier . . . Edwin Bass has succeeded
Larry Reese as assistant booker at the Fox
office here. June Meyers is the new girl in
the booking department.
New Owner at Ashton, 111.
ASHTON, ILL.—The Ashton Theatre has
reopened here under new ownership following
a two-week period when the operation was
closed down. The new owner is Charles I.
Jones of Rockford. who is staking his business
venture here on the patronage of local and
community citizens. Decreasing attendance
over a period of time forced the closing of the
theatre. However, it is hoped that renewed
support will make it possible for the new
owner to continue operation of a theatre in
Ashton.
"SELECT" FOUNTAIN SYRUPS
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:
AprU
TV COMPETITION CAN BE MET
BY PERSONALIZED OPERATION'
W. C. Gehring of 20th-Fox
Addresses Luncheon of
ITO of Arkansas
HOT SPRINGS. ARK.—Arkansas independent
theatre owners Monday were told the
"television problem" in the battle for the
entertainment dollar is being met through
finer productions and widescreen processes
such as Cinemascope and VistaVision. William
C. Gehring. New York, vice-president of
20th Century-Fox. addre.ssing the 37th annual
convention of Arkansas Independent Theatre
Owners Ass'n at a luncheon in Phillips Drivein.
pointed out that 13.000.000 free home
movies (television setsi forced the motion
picture industry to face the greatest competition
medium that any other industry has
faced in history.
200 THEATREMEN PRESENT
Approximately 200 theatre owners, their
wives and other personnel registered for the
three-day convention, which opened Sunday
and which closed Tuesday night with a banquet
at the Belvedere Country Club. Convention
headquarters were at the Velda Rose
Motel.
Gehring declared that the one item most
instrumental in the motion picture industry
comeback over the past 18 months has been
the production of films based on the best
story material available, coupled with the
widescreen showings. He added that, in
solving the competition problem, top film
personalities were important to the enhancement
of any production, but secondary to the
story.
He added that the film industry was not
standing still, and its research and engineering
departments w-ere still busy developing
new processes for the improvement of the
industry.
UP TO EXHIBITORS, PRODUCERS
He emphasized that the continued gain of
the industry in its "comeback against television"
rests squarely on the shoulders of the
producers and exhibitors.
"You. the exhibitor." he said, "must return
to personalized operations. No longer can you
sit at home and call in at night to check on
the size of the house. You must get out on
the floor, as did the pioneers of our industry,
meet the people, check on the projection and
observe personnel. One careless act or mistreatment
of patrons by an usher can do
more harm to the industry today than ever
before."
Jim Carberry. Little Rock, Ark., president,
presided. He conducted a closed session of
the board of directors Monday morning.
Registration was held throughout the morning
with a coffee hour and private showing
of Columbia's "Jubal" at the Malco Theatre
here.
Robert R. Livingstone, Lincoln, Neb., secretary
of the Theatre Owners of America, was
ill and unable to attend.
A tour of famous Bath House Row and an
exhibit of precious stones at a Hot Springs
auction house were held Monday afternoon
Shown here are several officers and di
rectors re-elected by the Arkansas ITO.
followed by a dinner and floor show at the
Pines Supper Club.
The entire afternoon was devoted to fishing,
golfing, boat riding, with some of the
delegates taking in the thermal baths for
which the resort is famed.
Mrs. Jessie Howe. Mrs. Violet Martin and
Clarence Duvall, all of Hot Springs, were in
charge of local convention arrangements.
Alexander Film and ITOA were hosts to the
cocktail party Monday night and Motion
Picture Advertisers hosted the cocktail party
preceding the banquet Tuesday night.
Carberry and other principal officers of the
association were re-elected at Tuesday's business
session. The slate, presented by Cecil
Cupp, Arkadelphia, chairman of the nominating
committee, includes the following reelected
officers: Fred Brown, Fort Smith,
secretary-treasurer; Mrs. Nona White, Little
Rock, executive secretary; K. K. King, Searcy,
chairman of the board, and these district vicepresidents—
first. Orris Collins, Paragould;
second. Bill Headstream, Batesville; third,
E. W. Savage, Booneville; fourth, Charles
Revely, Stephens, and fifth, Roy Cochrane,
North Little Rock. Terry Axley of England
succeeds Sidney Wharton of Warren as sixth
district
vice-president.
Directors returned to office for another
yeai- are M. S. McCord. North Little Rock;
Carl Burton. Fort Smith; Bartis Gray, Jacksonville,
and Cecil Cupp. Arkadelphia. Newdirectors
are Mrs. Mildred Bomar, Little Rock;
J. D. Mc Williams, El Dorado; Henry Haven,
Forrest City, and Adrian White. Pocahontas.
Carberry was re-elected representative to
the Theatre Owners of America board of directors.
B. F. Busby. Little Rock, was renamed
legislative director.
The lATO unanimously adopted a resolution
calling for elimination of the 10 per cent
federal excise tax on theatre admissions.
President Carberry declared the tax "discriminatory
against the theatre industry."
He urged members to write or personally
contact their congressmen and senators urging
that the tax be repealed. "So far as I
have been able to learn, only two congressmen
in Arkansas have even indicated they
are sympathetic toward elimination of the
tax. We do not have a definite commitment
from any of them and certainly none from our
senators. We need this relief, if the theatres
are to continue in business."
He pointed out that most owners in smaller
towns in Arkansas do not charge admission
in excess of 50 cents and are not affected
by the tax.
On motion of Cupp, the exhibitors voted to
draw up a resolution asking film producers
to agree on a standardization of 'scope. This
action came after considerable discussion on
problems confronting the exhibitors, particularly
with the new 55mm Cinemascope
which, they said, requires considerable expensive
equipment changes.
M. S. McCord, North Little Rock, president
of United Theatres and dean of lATO, declared
the various 'scopes are confusing not
only to the exhibitor but to the pubUc. He
said he did not believe that producers would
ignore the desires of the grassroots theatres
in small towns who would be prohibited,
because of the expense and lack of equipment,
in showing these 55nim films.
Fred Brown said he had discussed the matter
with Gehring, the vice-president of 20th-
Fox. and had been informed that, except for
a few pictures based on outdoors filming, all
pictures would be available in 35iiun.
Jack Braunagle, North Little Rock, who discussed
summer vacation movies, declared theatre
exhibitors are wrong in believing that
a film without a big star can't be a success.
"It is strictly up to the theatre manager,
whether a picture is a success or not," he
declared.
BOXOFFICE
:
7. 1956 SE

, . , Exhibitors
. . W.
. .
. , Bernie
. . Joe
. .
LESS $) PER NIGHT
THAN 1 FOR
"KNOW-HOW"
Personalized
TAPE
RECORDED
PROGRAMS
to
DELL concessions
before the show and
during
intermission.
Expertly produced by a former
CBS announcer-producer, \vho
has been a guest panelist at
MGM Ticket Selling Workshops
—we know that our programs
will
sell
Expertly done to sound—and
they sound as though the
announcer
were present in your
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Expertly tailored to your theatre's
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in
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each theatre
being done currently
lor: Rowley United Theatres,
Commonwealth Theatres,
Malco Theatres, Neighborhood
Group, Jefferson Amusement
Co., United Theatres, and leading
independents in 9 states.
The cost! Yes, less than a
dollar a night — S6.50 per week
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Just send us make and model
ol your recorder and complete
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r®
^
EDWARD L.
ROSKELLEY Producer
Cust'Dm-Madc
Tape Recordings
.';' Ra:!cho Drive Irving, Texas.
^
^l?e
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Phone 2-3144
HOI OOG BARKER"
ATLANTA
f^ eorge Jones, formerly Universal sales manager
here, made a flying trip from Miami
to complete arrangements for the change
in residence from Atlanta to Miami . . . Frank
Braden, for more than a quarter of a century
a press agent for Ringling Brothers circus,
was in town plugging "Trapeze." new United
Ai-tists picture. Braden is no longer with
tlie circus, he said.
All Atlanta has been buzzing this week
about the debut of Ernie Rogers' new book,
"Peachtree Parade." Rogers is a close friend
of the industry and a former film critic for
the Atlanta JournaL He was honor guest
this week at several autographing teas in
W. M. Agee,
department and book stores . . .
booker for Newport Amusement Co., said the
Twin City Drive-In, McCaysville. Ga.. and
the Newport Drive-In. Newport, Tenn., reopened
March 31 for the seasor.
phony Guild sponsored the premiere of the
production April 2, preceded by a Cinerama
supper at the Dinkier Plaza Hotel. Proceeds
from the premiere and the supper will go to
tlie guild. Participating in the occasion were
special bands, glee clubs and a group from
the famous Cypress Gardens of Florida which
is featured in the film. A canopy and red carpet
1,000 yards long were erected from the
Dinkier Plaza to the theatre on Peachtree,
with gold footprints painted along the route
guests followed.
District Manager James V, Frew, Universal,
spent the week visiting the Cincinnati branch
. . . Mr. and Mrs. R. J. "Hap" Barnes, ABC
Theatrical Enterprises, and their- daughter
Jerri spent Easter weekend in Lake City, Fla.
seen on tlie Row included
M. C. Moore, Coosa, Gadsden, Ala.: W. A.
Bowers, Warrior, Warrior, Ala.; J. E. Martin,
Grand, Montezuma; Walter Morris, Pike,
Tower and Lee, Knoxville, Tenn,; A. P. Allen.
DanDee Drive-In, Columbia, Tenn.; T. J.
Pressley, manager of the DeSoto Theatre,
Rome; Tomie Lam, Lam Amusement Co.,
Rome; Mack Nation, Soutliport Drive-In,
Bridgeport, Ala., and Jay Sadow, Starlite
Drive-In,
Rossville.
United Artists District Manager George
Pabst, who headquarters in New Orleans, held
a meeting in the Atlanta exchange April 5
with Manager Byron Adams and field
representatives . . Bob Tarwater, UA sales
manager, his wife and daughter spent Easter
weekend with their family in Hayneville,
Buying and booking for the DanDee
Drive-In, Columbia, Tenn., is now being
handled by owner A. P. Allen, who was
visiting exchanges on the Row this week.
The Starlite Drive-In, CrossvOle, Ala., will
reopen about April 15, according to operator
C. B. Webb ... A new drive-in, the Bimbo,
has opened in Macon. Operated by M. W.
Patton and B. M. Parker, it was formerly the
old Starlite Drive-In, which was closed for
some time . Kranze, former United
Artists executive, was in for the premiere
of "This Is Cinerama." Kranze is now vicepresident
of the Cinerama Corp.
The Hardee Theatre, Wauchula, Fla., a
Floyd Theatres unit, was closed except for
Saturday and Simday operation, effective
March 31 . Johnson, MGM booker, has
been promoted to field press representative
for that company. Johnson will cover the
Memphis and New Orleans branches, with
headquarters in New Orleans. The MGM Pep
Club honored Joe with a luncheon March 23
and gave him a fitted case in farewell . . .
The mother of Jimmie Wray, porter at MGM
for many years, died at her home in Milledgeville.
Mr. and Mrs. H. H. Diggs, Twin City Drive-
In, Bluff City. Tenn., made one of their rare Betty Floyd, boxoffice clerk at MGM, was
visits to Filmrow . C. "Bill" Hames, honored by fellow employes at a stork shower
former United Artists manager in Indianapolis
and Dallas, was on the Row. Hames is placed by Mary Fuller. Mrs. Thetis Tegeder,
March 30. Mrs. Floyd, who resigned, was re-
now in the laundry business in Atlanta .
MGM clerk, is on a two-week vacation whicli
The Film Booking Office, headed by Al Rook, she is spending redecorating her home .
was closed March 29-April 4. Rook, accompanied
by Iris daughter Rhonda and Betty Grand, with the first ten men entering the
"Alexander the Great" opened at Loew's
Whitmire visited the accounts he serves in theatre whose first name was Alexander
northern Georgia and Tennessee.
receiving a set of Shield's "Alexander the
Filmrow employes, the press and radio-TV
Great" cuff links . . . Church services sponsored
by four churches in the southwest tri-
personnel were guests of Managing Director
Ray Connor at a special screening of "This
Is Cinerama" this week. The Atlanta Sym-
ir
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QUALITY • SERVICE
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I
cities area were held at sunrise Easter Sunday
in the Stewart Drive-In, a Dixie Drive-In
At the WOMPI March luncheon meeting the
membership elected Sarah Vinson and Lois
Cone to complete the nominating committee
headed by Grace Woolley. Bob Tarwater gave
a short talk on the annual Old Newsboy's Day
to be held thts year May 18. This event is
spon.sored each year by the Atlanta newspapers
in cooperation with the Variety Club.
WOMPI members go all out each year to
help .sell papers, proceeds of which go to
Atlanta's Cerebral Palsy school. WOMPIs are
cleaning up and furnishing an old vacant
room on the Row which they have been given
permission to use as a clubroom. The first
thing installed was a mimeograph machine,
donated to the club by a friend.
Big Turnout for Opening
TALLULAH. LA.—A near-capacity
crowd
which turned out for the season-opening
program at the Star Drive-In Theatre drew
mention in the local paper which also quoted
H. G. Prophit jr., owner of the theatre, in
expressing thanks to the people of Tallulah
and surrounding areas for "their wonderful
turnout."
Improvements at Bunkie, La.
BUNKIE, LA.—After having been dark for
several weeks, the Baily Theatre here has
been renovated, redecorated and generally
improved in appearance and comfort. It has
been reopened by Charles Johnson, former
manager of the Fox Theatre. The Fox has
been closed to the public.
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NEW ORLEANS
house.
salesman,
V. G. Hopkins. Republic 16mm
has been named booker, replacing Pritchard
T G.
(Miss.i
Solomon
Drive-In
has opened
on weekends-,
the Vicksburg
Members
Hobson, who resigned March 30. Hobson has
not announced his future plans . . . C. H.
of the Women of the Motion Picture In-
. .
dustry were among the community volunteer
"Buck" Robuck and Jack Galloway, United
were the
service workers who assisted the New Orleans
Artists Florida representatives, in
Atlanta exchange for a sales meeting .
health department of the Chamber of Commerce
in its annual three-day drive to
inoculate dogs with antirabies shots.
C. M. Waterall, with theatres in Alabama,
reopened the Chatom (Ala.) Theatre on April
1 . . . The Saenger here in New Orleans has
teenagers voting for their favorite di.sk jockey.
The winner is to receive a free trip to Las
Vegas. The theatre is currently playing "Meet
Me in Las Vegas" . . . F. T. McLendon Theatres
reopened the Joy Drive-in at Milton,
Fla., April 1 for the summer.
Mrs. C. LaBorde was to reopen the La-
Borde Theatre in Bordelonville Friday (6).
The theatre had been closed for two months
Robinson has assumed ownership of
Park Drive-In, Crestview, Fla., from
the
H. Ward. Robinson also operates the Fox
and Eglin theatres and Dixie Drive-In at
Crestview.
Camera Crew Is Filming
Miami Scenes for 'Bay'
MIAMI—Sam Katzman's Columbia production
of "Shakedown on Biscayne Bay"
began shooting March 26 on an 11-day
schedule, using Miami and Miami Beach
locations. Havana backgrounds also will be
made.
Fred Sears, who directed "The Miami
Beach Story," is director for this picture also.
First day's shooting centered around a private
home.
To expedite shooting, Unit Manager John
Bross is trying to keep future location sites
secret, but the crew probably will be found
on Collins avenue, at Miami City Hall,
North Miami Beach Yacht Basin, North
Miami Railroad station. International Airport,
North Bay road and the Empress
Hotel's cabana and pool area.
Patricia Medina, Edward Arnold, Lee J.
Cobb and a score of localites, some professional
and some not, will take various
roles.
The Hollywood camera crew attracted a
lot of attention from 24,000 adults and
children visiting the Miami Home Show one
day. Cameramen shot scenes of the auditorium
crowd for use in the picture.
Weather permitting, Katzman and his
aides will finish the Florida phase of their
story in a few days. The troop then heads for
Havana where exciting sequences are to be
filmed on the highway leading to Cabana
Fortress, inland from Morro Castle.
Fire at Taylorsville, Miss.
TAYLORSVILLE, MISS.—A fire, believed
to have been caused by a short circuit,
destroyed the Melroy Theatre here March 26.
The theatre was empty at the time of the
fire. Loss was estimated at $75,000.
Henderson to Murfreesboro
WOODBURY, TENN.—James Henderson,
of Woodbury, has accepted a position with
Starlite and Four-Lane drive-ins near Murfreesboro.
International theater seats give your
patrons that "home-comfort" relaxed
feeling that brings them back
again and again.
HERE'S WHY . . .
— Best body-supporting spring seats
.— Longest seat backs
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For complete information about International
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Phone 5-8459
%tematloTuiC
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. .
. . . M.
. . . Alton
. . Jimmie
. . Ned
. . Jimmy
. .
:
April
. .
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FOR FAST RELIEF .
Feeling
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seating. We'll make recommendations within
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ALpine 5-8459
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seruice lo.
160 Hermitage Avenue
Nashville, Tennessee
SPECIAL TRAILERS
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STRICKLAND FILM CO.
220 Pharr. Rood, N. E. Atlanta
MEMPHIS
The Ellis Theatre, Philadelphia. Mi.ss., has
been purchased from Strand Enterprises
by Mr. and Mrs. W. T. Ellis, who formerly
operated the Ellis and Regent theatres at
Cleveland, Miss. Mr. and Mrs. Ellis will move
to Philadelphia to operate their new theatre.
This theatre was formerly known as the
Strand. Its name was changed April 1, date
the change of ownership became effective.
The new owners, veterans in the theatre business,
will book and buy in Memphis.
L. E. Jackson has purchased the Erin Theatre
at Erin, Term., from Mi-s. H. A. Fitch,
who has operated the Erin for many years.
The old and new owners were in Memphis
booking and buying . Gillespie,
20th-Fox exploiteer from Dallas, was in promoting
"Carousel" and "The Man in the Gray
Flannel Suit." Screenings of the films were
arranged by Gillespie . . . William Elias. Murr.
Osceola: K. H. Kinney. Hays, Hughes, and
T. A. Bay, Calico. Calico Rock, were among
Arkansas exhibitors booking in Memphis.
. . .
.
W. F. Ruffin jr., Ruffin Amusements Co.,
Covington, and Louise Mask, Luez. Bolivar,
were in town from west Tennessee Mr.
and Mrs. J. T. Hitt, Plaza. Bentonville. Ark.,
and Orris Collins, Capitol. Paragould. Ark.,
were Memphis visitors Green. Legion.
Mayfield. Ky.; E. G. Vandiver, Palace. Kennett.
Mo., and Lyle Richmond, Richmond.
Senath, Mo., were in town on business.
From Mississippi came Leon Rountree.
Holly at Holly Springs and Valley at Water
Valley: Mrs. Valeria Gullett, Benoit. Benoit;
B. F. Jackson, Delta. Ruleville. and C. J.
Collier. Globe. Shaw Singleton,
owner, opened the Poinsett Drive-In. Marked
Ti-ee. Ai-k., for the season March 30 . . .
W. F. Ruffin jr.. Ruffin Amusements Co..
opened the Sunset Drive-In. Martin. Tenn.,
March 28 and at the same time opened the
Raco Drive-In, Covington.
Helen Bruster, owner, put the Dickson
Drive-In, Dickson, Tenn.. into fulltime operation
April 1 . . . B. D. Bright, owner, opened
the Hi Y Drive-In. Henderson, Ky., March 30
H. Miller, owner, opened the Starlite
Drive-In. Henderson. Ky.. March 29 . . . W. C.
Sumpter. owner, opened the LePanto Drive-
In. LePanto. Ark.. March 30 . . . M. E. Rice
jr.. owner, has opened the Pulton Drive-In.
Pulton. Ky., for the season and T. B. Kirk,
owner, has gone into fulltime operation with
the Starlite Drive-In. Gassville. Ark.
R. M. Bowers, owner, will reopen the Pines
Theatre. Mountain Pine, Ark., April 11. The
theatre has been closed for some time .
Grover Wray. Exhibitors Services, said George
Willett. owner, has reopened the Lindy Theatre.
Linden. Tenn. . . . R. H. Mahan. owner,
closed the Tutrovansum Theatre. Tutwiler,
Miss., for repairs and remodeling . . .
The
Ritz Theatre, Dyersburg. Tenn.. has closed
Sims. Rowley United Theatres, has
opened the Malvern Drive-In. Malvern. Ark..
and the Rocket Drive-In. Magnolia. Ark., for
the season.
.
H. R. Ewell, owner, has opened the Moonlight
Drive-In. Hayti, Mo., for the season
C. R. Gray, owner, has opened the Prescott
Drive-In. Prescott. Ark., for the summer .
Arkansas Theatre Owners met at Hot
Springs April 2, 3. Mr. and Mrs. R. L.
Bostick. National Theatre Supply Co.. were
among Memphians attending the two-day
session.
Mrs. Edward T. Passene, Memphis, won the
"miracle" trip to Hollywood. She leaves via
airliner this weekend. A bookkeeper, her
name was drawn from a hat by Master Sgt.
Jesse W. Rich in a contest conducted by the
Warner Theatre, C5oldsmith's and the Press-
Scimitar. The contest w^as sponsored in connection
with the opening of the film. "Miracle
in the Rain." at the Warner Theatre this
weekend. In addition to the all-expense trip
to Hollywood, she won a $100 wardrobe for
the trip and a sea.son's pass to the Warner
Theatre.
'Rose Tattoo' Continues
To Lead Memphis Houses
MEMPHIS—The second week of Paramount's
film. "The Rose Tattoo." showing at
the Strand Theatre, set the first run attendance
pace. For the second straight week
the film did 10 per cent above average.
(Average Is 100)
Maico—Never Sov Goodbye (U-l), 2nd wk 100
Palace—Morty (UA) 100
State—Meet Me in Los Vegos (MGM), 2nd wk.. . . 100
Strand—The Rose Tattoo (Para), 2nd wk 110
Worner—Mister Roberts (WB); Rebel Without a
Couse (WB) 80
Season Starts at Sardis
SARDIS. MISS.— Alton Simms of Memphis,
proprietor-manager of the Lake Drive-In
Theatre near here, has reopened his theatre
for the summer season. Reid P. Dorr of Sardis
will be in charge of the boxoffice.
SERVICE
and
COURTESY
For over 20 yeorj
OUR WATCH WORD
•CENTURY llVf^„°,'i STRONG laTps
CONCESSION EQUIPMENT AND SUPPLIES
STANDARD THEATRE SUPPLY CO.
E. St., 215 Wuhington 219 So. Church St.
GREENSBORO. N. C. CHARLOTTE. N. C.
DRINK
ROY
TAMPA
DISPENSERS
SMITH CO.
JACKSONVILLE
Georgia—DIXIE THEATRE SERVICE, Albany— Hemlock 2-2846
DIXIE THEATRE SERVICE, Atlanta—Walnut 4118
RHODES SOUND & PROJECTOR, Savannah—Sov. 3-8788
FRED W. YOUNG, Inc., Atlanta—Alpine 2644
BOXOFFICE
:
7. 1956

. . . The
. . Brothers
. . Other
. . Cam
. . Bob
. .
. . Exhibitors
. . Jimmy
JACKSONVILLE
Dob Anderson .sponsored a sunrise church
service on Easter morning at the Main
Street Drive-In in cooperation with the Central
Christian Church. Bob said the outdoorer
has an $1,800 electric organ which was
financed out of contributions by worshippers
at regular Sunday services. Loew's
Normandy Twin Outdoor, managed by Jim
Carey, also had an Easter sunrise service . . .
Herb Roller. Edgewood manager, and Tim
Crawford. San Marco manager, held pre-
Easter morning matinees to accommodate
children out of school for holidays.
For the Easter trade, leading first run
houses were playing "Anything Goes," "Alexander
the Great" and "The Conqueror" .
Capt. and Mrs. Hans G. Vige presented at
the Pinecrest Drive-In a "Giant Spookathon,"
consisting of four horror features, for April
Fool's Eve. Joe Musleh's Lake Forest Drive-
In offered six action pictures and shorts
downtown Palace had a double
shock show for holiday crowds,
Roy Smith, owner of a local theatre supply
concern, revealed that state, county and
town police officers were looking for him:
Carl Floyd, owner of Floyd Theatres, and for
John Allen. MGM salesman, when they had
mistakenly driven from Haines City in a
stranger's automobile. They were 15 miles
from town before discovering that the Chrysler
they rode in did not belong to one of the
trio. They quickly returned the car and escaped
the police dragnet.
Oscar Morgan, head of short subjects for
Paramount, was in town to confer with Ed
Chumley, Paramount branch manager, and
circuit buyers . who are branch
managers were here for several days. Harold
Laird, Republic, Tampa, and Ken Laird,
Buena Vista, Atlanta . visitors included
John Jarvis, IFE Releasing Corp., Atlanta,
and Leo Samuels, Buena Vista executive
from New York, who was on a Florida
sightseeing trip with his family. Harvey Reinstein,
local Buena Vista salesman, took the
Samuels on a trip to Marineland.
Paul Hargette, Columbia office at Atlanta,
dropped in for a visit with Joe J. Deitch.
PST executive . . . French B. Harvey, FST
advertising and publicity director, took his
family to their former home of Palatka for
an Easter visit . . . Carl Floyd has shuttered
his Hardee Theatre, Wauchula, for an indefinite
period. It is an 800-seater. He is still
operating the 704-car Starlit* Drive-In at
Wauchula.
The RKO branch office, managed by R.
Cam Price, has readied for exhibitors seasonal
packages of cartoons under such labels
as Spring Frolics, Summer Jubilees and 4th
of July Firecrackers . and his office
manager. Gene Hudgens, feel that they're
back in business with "The Conqueror"
racking up big grosses . . . The wedding of
Grant Raulerson, manager of Clearwater's
Outdoor Drive-In, and Genevieve Conway
has been announced for April 7 . Anderson
reported that the Optimist Club
was treated to a special night screening of
20th-Fox's "Man 'Who Never Was" in the
Studio Theatre.
WOMPI members launched a new project
to provide office equipment for the Knecastle
School for Retarded Children. The drive wa.s
launched at a monthly dinner held in Moore's
restaurant. Barbara "Sunny" Greenwood said
that the drive includes obtaining cash refunds
by turning in Kraft mayonnaise labels at
grocery stores . . . David Nance has been
promoted to the assistant's post in the FST
accessories department under James Brewer
. . . Persons who attended advance screenings
of "The Man in the Gray Flannel Suit"
at the Studio Theatre reported it as among
the biggest of Hollywood productions in the
past several years. It was especially praised
for its complete honesty in presenting intimate
life stories and for its highly emotional
impact on the audience.
.
Mr. and Mrs. P. J. Sones, Bay Lan Theatres,
Tampa, returned from a lengthy vacation
in Hawaii here on
business were Mrs. Adeline Gawthrop, Palatka;
Mayor J. M. 'Wells. Folkston, Ga.;
Charley Nelson, Hahii-a, Ga., and J, H. Robinson,
St. Marys. Ga. . Partlow, Kuhl
Avenue Drive-In, Orlando, was here with
Horace Denning, Florida manager of Dixie
Drive-In Theatres.
Lee Henry, owner of the Home Theatre,
Zephyrhills, was In town on one of his infrequent
visits. His operation, located in a
community of 2,500 persons, has 450 seats.
He stated that small-town business is off
about 25 per cent this year. A former midwestern
film salesman. Henry runs one bargain
night program each week and offers a
special low price for elderly people.
Raymondville, Tex., House
Is Opened by Partners
RAYMONDVILLE, TEX.—Martin Garcia,
Louis B. Puente and Ramon Ruenes have
formed a partnership and opened the New
Rey Theatre here for Mexican-made productions.
The luxury type showcase is equipped with
a widescreen and its auditorium seats 800
people on the first floor plus 80 seats in the
balcony. The three owners are well known to
the south Texas theatre industry and film
trade.
AUied Artists' "The Four Seasons" has been
renamed "The Naked Hills."
Goodbye, My Lady' to Open
April 1 1 at Albany, Ga.
NEW YORK— •Goodbye. My Lady" is
scheduled for a ma.-.s opening in four southern
states following a premiere at the Albany
Theatre. Albany, Ga., April 11. Walter Brennan,
Phil Harris and Brandon DeWilde will
attend the opening. The other engagements
in Georgia, Tennessee, South Carolina and
Florida will extend over a four-week period.
"Goodbye, My Lady" was filmed in and
around Albany, with many townspeople in
the cast, under the direction of William A.
Wellman.
Florida's FIRST Supply House
NEW ADDRESS .
206 MEMORIAL HIGHWAY
TAMPA, FLORIDA
NEW PHONE 8-5189
NEW CONVENIENT PARKING
for Our Customers
Visit us at our new building
. MUTUAL

MIAMI
TJarry Botwiek, southeastern district manager
for FST, was honored twice during
the lasi week. He was elected to the board
of directors of the Greater Miami USO and
to the board of the Miami Beach Chamber
of commerce in its services and professional
division. Botwiek attained his present
position with FST in 1954, being transferred
here from the concessions department of the
circuit Mitchell Wolfson. station president
will be WTVJ's reporter gathering . . . news-

RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
ENROLLVENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
Gentlemen:
4-7-56
Please enroll us in your RESEARCH BUREAU
to receive information regularly, as released, on
the following subjects for Theatre Planning:
n Acouafics
D Lighting Fixtures
n Air Conditioning Plumbing Fixtures
n Architectural Service
q Projectors
D "Black" Lighting
^ projection Lamps
D Building Material
''
Seatmg
D Carpets
r-, „ . „ ,. n Signs and Marquees
D Com Machines
D Complete Remodeling
^ound Equipment
D Decorating 3 Television
D Drink Dispensers lH Theatre Fronts
D Drive-In Equipment D Vending Equipment
D Other Subjects
Theatre
Seating Capacity
Address
City
State
Signed
Postage-pold reply cards for your further convenience
in obtaining information are provided in The MODERN
THEATRE Section, published with the first issue of
each month.
BOXOFFICE April 7, 1956
New Drive-In to Be Ready
May 1 in Burnet, Tex.
BUHNET, TEX.— Mr. and Mrs. T. J. White
have started work on a new drive-in located
on Highway 29, one-fourth mile from town.
They plan to have the installation ready to
open May 1 in time for summer tourists.
Landscaping is almost coinplete. Trees have
been removed and bulldozers have cleared
and leveled the land in terraces.
Ray Alverson of Burnet has the contract
for construction of the 300-car theatre which
will be a combination theatre and refreshment
center, White said. The concessions
building, to measure 24x68 feet, will include
a boxoffice, projection room, modern rest
rooms and refreshment center. The refreshment
center opens not only inside the
theatre, but also on the outside so that tourists
may purchase food and drinks without
entering the theatre. White has been in the
theatre business here for 23 years. He and
Mrs. White moved to Burnet and opened the
Burntex Theatre on Pierce street in 1933.
After 15 years of operation, they opened the
new Texas Theatre on Washington street
in 1948.
Name of New Abilene Airer
To Be Town and Country
ABILENE, TEX.—Latest word on the $250,-
000 drive-in theatre being built here by C. D.
Leon is that the twin screen outdoor theatre
will be known as the Town and Country and
will accommodate approximately 1,450 cars.
It is to have a large cafeteria-style concession
building with a roof garden area on top.
Construction of the theatre is under the
supervision of Harvey Jordan, engineer and
designer of Dallas. Materials used will be purchased
locally, Leon said.
Leon has indoor theatres at Brownsville
and El Paso and three drive-ins at Dallas
and one each at Fort Worth, Denison, Sherman
and Tyler. The only other twin screen
drive-in of the firm is the one at Fort Worth,
which is not as large as the drive-in here will
be.
Tiny Sound Transmitter
In Initial Use for 'Sea'
HOLLYWOOD—A sound transmitter the
size of a package of cigarets with a microphone
as small as a dime has been developed
by the Warner studio sound department,
headed by William Mueller. It will be utiliaed
first on the Leland Hayward production, "The
Old Man and the Sea." Sound from the
transmitter can be received by a recorder
without use of a microphone boom or visible
cables.
Mr. and Mrs. F. M. Helm
To Manage at Willis, Tex.
WILLIS, TEX.—The Civic Theatre and cafe
here are now under new management. Mr.
and Mrs. F. M. Helm took over the management
of the business recently from Mr. and
Mrs. C. W. Conklin, owners. Helm is a native
of Willis. He has operated a dairy east of
town for the past six years.
He will add two programs a week to the
present theatre schedule. It will be open six
nights a week. Programs will begin at 7 p.m.
rather than at 7:30 p.m., in order that films
may be shown twice each night.
WAYS TO GUARD
YOUR HEART
1. AVOID SELF-DIAGNOSIS
In case of doubt see your doctor.
2. AVOID WORRY
Worrying cures or prevents
nothing.
3. AVOID OVER-FATIGUE
When you rest or sleep, your
heart's work load is lightened.
4. AVOID OVER-EXERTION
Exercise in moderation, particularly
if over 40.
5. AVOID OVER-WEIGHT
Excess weight loads extra work
on your heart.
(t)
6. SUPPORT YOUR HEART FUND
Your contribution advances the
nation-wide fight against the
heart diseases through research,
education and community heart
programs.
This Space Contributed by
BOXOFFICE

m
>rirait
:
April
by Fabian Bachrach
^'Hershey Employees
cited for
Payroll Savings Plan...
wholeheartedly recommend that all business execvitives
activate this plan in their respective companies."
R A. STAPLES. Chairman of Board and President,
Hershey Chocolate Corporation
"We, the officials and employees of the Hershev Chocolate
Corporation of Hershey, Pennsylvania, are proud
of the citation recently presented to us for outstanding
participation in the United States Treasur)''s Pavroll
Savings Plan for the purchase of Savings Bonds.
"We all realize fully the importance of sound mone\'
to the economy of our country and our community. I
If your company has the Payroll Savings Plan, your
State Sales Director will be glad to help you organize
a Person-to-Person Canvass that should increase employee
participation to 50%, 60% or more. If you do not
have the Plan, he will show you how easy it is to install
one. Write to Savings Bond Division, U. S. Treasury
Department, Washington, D. C.
The Uniled Stales GovernmenI dues not pay lor this advertising. The Treasury Department
thanks, lor their patriutir dunalion. the Advertising Cuuncil and
BOXOFF I
CE
BOXOFFICE :
7, 1956

,
Metro
: April
Gala Cinerama Debut John Price Promoted fo Twin Airer
At Okla. City in May At Houston; Foy Myrick to Assist
OKLAHOMA CITY—A formal pr
complete with blaziiiR klieg lights and film
celebrities is being planned for the first
showing of Cinerama here May 21. The Warner
Theatre is being converted into the nation's
17th theatre equipped to show Cinerama.
Plans for the opening ceremonies were
given Thursday (29) by Stanley C. Draper,
managing director of the Oklahoma City
Chamber of Commerce, and Lester B. Isaac,
national exhibition director for Stanley
Warner Cinerama Corp.
Opening will be by invitation, with tickets
costing $10 each. Draper said. Proceeds from
opening night will be donated to the Boy
Scouts and the Oklahoma City Symphony.
The Scouts will receive 25 per cent, the symphony
75 per cent.
Sponsors for the first night will be Oklahoma
Gov. Raymond Gary, Mayor Allen
Street, E. K. Gaylord, publisher of the Daily
Oklahoman and Times; Draper, and Dr. John
Lamb, symphony society president. Second
night. Draper added, will be "governor's
night," when Governor Gary will have as his
guests state newspaper editors, legislators
and other public officials.
The theatre opens for regular business the
third night, with prices from $1.20 to $2.40.
The initial offering will be "This Is Cinerama."
Paul Townsend, district manager for Warner
Theatres, said the Warner, which currently
has a capacity of about 1,600, will contain
only about 1,000 seats when it opens for
Cinerama. No estimate of changeover cost
was given. New screen will be 50x23 feet.
Performances, he added, will be on a reserved
seat basis for 14 shows a week, daily
at 2:30 and 8:30 p.m., except that no matinees
will be given on Mondays and Tuesdays.
Added performances will be held at 5 p.m.
Saturdays and Sundays.
$10.000-$15,000 Damage
In Shamrock, Tex., Fire
SHAMROCK, TEX.—A fire here Sunday
(1) night caused from $10,000 to $15,000 damage
to the Texas Theatre. The blaze, presumably
caused by defective electrical wiring
in the ceiling of the upstairs office, was discovered
at 6:45 p.m. Siebert Worley, theatre
owner, said there were 25 or 30 patrons in the
theatre when the fire was found. All escapted
the building without injury.
Worley added that the fire apparently did
not start in the projection booth. No film
was damaged.
BOWLING
DALLAS—Walter Hansen, Fox, took the
single high game with 213 and Joe Youngblood,
Rangers, took the three-game high
with 538. Helen Davidson, Rowley, took the
single high with 200 and the highest of the
season in the women's division for a threegame
high of 531. Pox took the single high
game with 718 and Evans took the three-game
high with 1,849.
Team ratings are as follows:
Team Won Lost Team Won Lost
Fox 73 39 Rowley 57 55
Evans 67 45 Tower 54 58
65 47 Paramount 53 59
Rangers .63 49 Blazers 48 64
Liberty 59 53
Rustlers 58 54
BEAUMONT — Jefferson
Amusement Co.
officials announced
here last week the promotion
of John Price
to supervisor of operations
and manager of
the King Center Twin
Drive-In at Houston.
Mr. Price counts 18
John Price
years of theatre experience
behind him.
He was lauded recently
by President Julius
Gordon on his excellent
management of the South Park Drivein,
Beaumont, during his five years service
there.
He was selected from the 800-man JAC
operation.
Price will replace Carl Stroud, who leaves
the company to become statewide distributor
for Cen-Tex, a hearing aid concern with
headquarters in Austin.
The new assistant manager for the King
Center, on South Park boulevard and Holmes
Rd. at Houston, is Foy Myrick, formerly a
film booker with the main office of the theatre
chain. He and his wife Nell have four
children. He has previous experience as assistant
manager for the Jefferson Theatre
Company's largest theatre, the Jefferson in
Beaumont.
Stroud was well known in Houston theatre
circles as a progressive and expert drive-in
operator.
Stroud, with his wife and young son will
leave their residence at 5803 Willow Glen
Drive, Houston, for Austin shortly. He was
with the JAC 3'- years.
PORT ARTHUR, TEX.—A Shift in personnel
at several Jefferson Amusement theatres
here was announced recently by L. H.
McKibbon, city manager for the circuit. A. J.
Foy Myrick
Carl Stroud
Funderburk, manager of the recently closed
Strand Theatre, will assist Bentley B. Davis
as co-manager at the Don Twin Drive-ln
Theatre.
Alvin Thibodeaux has been transferred
from the Sabine Theatre to the Port Theatre
which he formerly managed. McKibbon will
assume managership of the Sabine and will
be assisted by Mrs. Mattie Allen, former
manager of the Port.
J. D. Wilbanks Renovates,
Reopens Wagon Wheel
SPEARMAN, TEX.—The Wagon Wheel
Drive-ln reopened for the season March 30
after extensive renovation which included
widening the screen and installing Cinema-
Scope lenses.
J. D. Wilbanks, owner of the Wagon Wheel,
said the remodeling included erection of a
6x20-foot lighted marquee. The screen was
widened to 65 feet and the concessions area
was remodeled.
As a special attraction for the reopening,
the drive-in gave away Easter baskets to the
youngsters. The theatre opens at 7:30 every
night, with occasional "late late" shows at
approximately 2 a.m. for oil field drillers on
the night .shift.
POP CORN
and
SUPPLIES
Competitively Priced
POP CORN, COCONUT OIL,
SALT, BAGS, CARTONS, ETC.
Order Now
HERBER THEATRE EQUIPMENT CO.
"Fair Treatment and Adequate Service for 25
Years"
408 S. HARWOOD DALLAS 1, TEXAS
BOXOFFICE
:
7, 1956 sw

. . Henry
HOUSTON
raster Sunrise services were held in most
of the drive-ins in this area. Participating
were the Airline, a Lone Star theatre
managed by Guy Price: the Decker in the
Channelview-Baytown area; Willie Ratcliff's
Epsom Drive-In: the Hempstead, also a Lone
Starer, managed by Jimmy Harris: the Irvington,
another Lone Star theatre, managed
by Jim Carty: the King Center, Jefferson
Amusement Co., whose manager Karl Stroud
leaves shortly for Austin; the Pasadena,
managed for Lone Star by Morris Konstantin:
Harold Mitchamore's Market Street;
Jack Groves' Pest Oak: the Shepherd, managed
by Carl Sheffield for Interstate: South
Main, managed for Interstate by Alvin Guggenheim;
Cotton Griffith's Tidwell; the
Winkler, managed for Lone Star by Dan
Goodwin.
The Airline and Hempstead drive-ins had
Easter egg hunts in the afternoon for the
children. They used candy eggs, 120 pounds
per theatre, and each gave away ten live
bunnies. An estimated 500 children attended.
The only confusion reported by Airline Manager
Guy Pi-ice was caused by adults who
got in the kids way ... It is reported that
U-I is again showing interest in building a
Houston exchange.
Eddie Joseph, president of the Texas Drive-
In Theatre Ass'n, came in from Austin for
a visit with independent drive-in owners
Jack Groves, Cotton Griffith, Willie Ratcliff
and Jack Farr . Harrell, manager
for 20th-Fox, went along on a tour of
the Rio Grande Valley with salesman Grover
McDonnell. It was the first trip Henry had
taken there to meet the exhibitors and see
the territory.
The Capitol, Brownsville, which has been
closed since January 1955, reopened April
1. It was remodeled, with widescreen and
Cinemascope added, by Ed Brady. Owner of
the downtown house is Lew Novy . . . Dickey
Sheridan has gone from assistant manager
of Jefferson Amusement Co.'s King Center
Drive-In to manager of a theatre in Henderson
. . . Sidney Fuqua, formerly at the
Metropolitan Theatre and more recently at
the Tower, has left theatre business to return
to school to further prepare himself
for religious work.
John Winberry, manager for Columbia,
was in Dallas on business with Interstate . . .
Jack Underwood, Columbia district man from
Dallas, was in Houston . . . The Air View
Drive-In, owned by Ronald Korn, closed
Columbia office manager Jim
March 15 . . .
Hudgens reports the birth of his eighth
grandchild. It's girl, named Janet, born
a
to Mr. and Mrs. Gene Hudgens at Jacksonville,
Fla. Gene is office manager for RKO
in Florida. Janet is Gene's fourth child. The
other three are boys, as are Jim's other
grandchildren. "It took the eighth try to get
a girl," said Jim.
George Gobel is due in Houston for one
day, April 12, when his pictui-e, "The Birds
and the Bees," comes to the Metropolitan,
reports Interstate's Art Katzen . . . The "Miracle
Can Happen to You" contest, one of 32
across the nation, is being sponsored in
Houston by the Metropolitan Theatre and
the Houston Chronicle. It will be held on
the Met stage from photos of office workers.
The winner gets a trip to Hollywood wearing
a costume donated by the Palais Royal.
With other winners, she will appear on Art
Linkletter's morning CBS program and be
eligible for an extra miracle, to be announced
on the show. The gals also will be honored
at a luncheon at Warner Bros, studio, with
Jane Wyman as hostess, and will be taken
on a tour of the studio and see a special
showing of "Miracle in the Rain." They will
stay in Hollywood at the Knickerbocker
Hotel, have dinner at the Coconut Grove
where the Ames Bros, will be featured.
Mark Sheridan, southwest district manager
of 20th-Fox, was in Houston on business.
Next week, he flies to California to attend
a two-day meeting of division and district
managers . . . For the second time in
recent weeks a film is on screen in Houston
at the same time the stage production is here
live. This is "Anything Goes," on stage at
Theatre, Inc., and on the screen at the
Metropolitan.
San Antonio Airer Bows
SAN ANTONIO—The new Bandera Road
Drive-In, first new local open air theatre in
four years, bowed at Bandera road and Loop
13 intersection on the night of March 22.
Built by a syndicate of south Texas investors,
the drive-in will be operated by Bob
O'Donnell and Delmo Pearce. Pearce is manager
of the theatre.
DRIVE-IN THEATRE
DESIGNING • ENGINEERING
AND SUPERVISION
OF CONSTRUCTION
. . at HeaiOHaitle ^eei.
BUILD YOUR OWN
DRIVE-IN
WITH
JORDAN PLANS
\Nr\i&, IV/re or Phone
HARVEY A. JORDAN
2013 '/2 Young St. Dallas, Texas
Phone RA-4797
Oldei.t /iiUlJU^l and 2ieaelofien4, o/
BOXOFFICE :: April 7, 1956

. .
T. N. Childress. 69, Stricken;
Partner in Dallas Crest
DALLAS—T. N. Childress, partner with
Phil Isley Theatres in the Crest Theatre here,
died early Monday (2i morning in a Dallas
hospital after a month-long illness. He was
69 and had been in ill health for the la-st two
years.
Born in Eastland County. Childress operated
theatres in Pawnee and other Oklahoma
towns before going to Amarillo. He moved to
Dallas in 1945. He had been manager of the
Crest from the time it was built in 1948
until 1953. He was a Mason and a member
of Variety Club.
Survivors include his wife, a son L. N., two
brothers, Dreyton and Silas, both of Wheeler,
and two sisters. Funeral services were held
Tuesday

. . . The
. . Three
. . Gus
. . Free
.
V
ANTONIO
jqewiy appointed shipper at Clasa Mohme is
Teodoro Castellano . . . Visiting the exchanges
were Horace and Humberto Gonzalez,
American, Bishop; H. A. Daniels, booking
for his Alameda, Crystal City, and Texas,
Seguin; J. J. Rodriguez, Panamericano. Dallas;
Harry Katz, 16mm circuit operator, Alpine,
and Reynoldo Benitez, Benitez Theatres,
Weslaco . . . Alfred Pawelek, Midway Drive-In,
Kennedy, was also in booking Spanish-Ianr
^4.
a-futt Ima^ uhh&
. . . may we tell
you how we can help
you keep it full • • •
Write, wire or
Sterling Sales and
phone •
%tematloTmr
^ SEAT
guage product for Friday showings at his
ozoner.
A dump truck, involved in a collision with
another car, crashed into the front of the
Guadalupe Teatro early one morning recently
. . . "Marty," winner of four Academy
Awards, was held over for a second week at
the Josephine ... Ed Castillo, columnist for
the San Antonio Light, says that Jack Chalman.
public relations manager for Interstate
here, and film actor Richai-d Widmark look
a lot alike.
The Empire has hiked its night admission
price for adults from 50 to 60 cents, and for
children, from 15 to 20 cents . . . Five driveins
gave every child free candy Easter eggs
on Good Friday night .
Easter egg
hunts were in order at several ozoners Easter
Sunday . big plush toy rabbits were
awarded winners of lucky numbers at both
the Fredricksburg Road and Trail airers
March 30 . . . The Hi-Ho gave away free
candy and favors for all attending the Saturday
(31) kiddies matinee.
Manuel Quintero, Azteca Films inspector,
underwent surgery at Baptist Memorial Hospital,
where he is convalescing for three weeks
Azteca Films office observed Good
Friday by closing a half day in order that
employes could attend church service . . .
Genaro R. Trevino is opening the Melba, Sinton.
Trevino formerly operated the plush Alta
Vista, Beeville, which has been converted into
a dance hall. The Melba Theatre building
is 50 feet wide and 90 feet long. The house
will be equipped with a new widescreen.
Jose "Chato" Salazar, projectionist at the
Bronco Drive-In, Beeville; Ray Alvarado,
manager at Rio for Hall Industries, Beeville;
H. A. Daniels, Palace, Seguin, and Dixie
Drive-In, Seguin, and Henry Ki-umm were
exchange visitors. Krumm was enroute to
New York City on a three-week business trip.
Bertha Siller and Beatrice Soils, Azteca
employes, were on a weekend visit in Rosita,
Coahuila, Mexico, over the Easter holidays .
Maurilio Amaya has the Amaya Theatre in
Poteet and not the Avon there, as previously
reported . Lavenant, south Texas theatre
man, was back in the saddle following a
recent
illness.
Conrad Brady Promoted
By Interstate Circuit
HOUSTON—Conrad Brady, director of advertising
and publicity for Interstate Theatres
here for the last eight years, has been
promoted to the circuit's general offices in
Dallas. Brady will be replaced in Interstate's
Houston offices by Art Katzen, former
press representative for MGM in New
Orleans.
Brady's new position will entail special assignments
under Raymond Willie, general
manager of theatre operations. Brady has
been with Interstate for the last 15 years,
having served for seven years in the general
offices before moving to Houston.
OKLAHOMA CITY
The board of directors of the United Theatre
Owners of Oklahoma voted at the monthly
meeting Monday (2) to oppose adoption
of daylight savings time in Oklahoma. Movement
to adopt daylight savings time is under
way, with the Retail Merchants Ass'n one
of the principal groups behind the proposal.
Board members also heard a suggestion by
Elwin Hatfield of Oklahoma City's Chamber
of Commerce for setting up a statewide
newsreel. Hatfield offered no details of plan,
but asked the group if it would appoint a
committee to discuss possibilities with him.
The board took the matter under advisement.
Services were held Monday (2) for James
Edward McColgin, 51, husband of Lois Mc-
Colgin, secretary to Henry S. Griffing, president
of Video Theatres. McColgin died
Saturday night at his home from a heart
condition. He was manager and buyer for
the men's department of Rothschild's department
store in Oklahoma City.
The Oklahoma City Variety Club held its
bimonthly Las Vegas Night April 2 with proceeds
going to help support its various charities—health
centers, mentally retarded
children, etc . . . Exhibitors in town included
R. L. Rollier, Lamont; Mrs. Wesley Hodge,
Weatherford; Mrs. Opal Gray, Chickasha;
Paul Stonum, Anadarko; Mickey Walker,
Newkirk; H. D. Cox, Binger; Mr. and Mrs.
R. M. Downing, Collinsville; Leonard White,
Weatherford; Dana Ryan, Pawnee; G. E.
Ortman, Hennessey; Don Cole, Buffalo; Eddie
Jones, Sand Springs; J. T. Greenwood, Boswell;
E. B. Anderson, Ardmore; Glen Gilmore
jr.. Bigsby; Alex Blue, Tulsa; M. J. Dowling,
Eufaula, and Mr. and Mrs. George Walje,
Minco.
Dallas Variety to Move
DALLAS—Variety Tent 17 will move from
the .seventh floor of the Adolphus Hotel to
the penthouse over the hotel's new garage.
The new spot has 6.000 square feet of space,
about twice as large as the present quarters.
It is expected the new quarters will be ready
early in
July.
JheppftCcfh^ahsAys
W« specialize in
concession supplies
and equipment! You
get only the BEST at
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UNION CITY, INDIANA
"Notre Dame of Paris" has become the title
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BUFFALO ENGINEERING CO., INC
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Dallas, Texaj
BOXOFFICE

'Carouser Bow Scores
190 in Twin Cities
MINNEAPOLIS—Two new offerings in the
Loop. "Carousel" and "Anything Goes," attracted
good business, but the surprise was
the durability not only of first run holdovers,
but of second and third run and reissue attractions,
"Marty," "Mister Roberts" teamed
with "Rebel Without a Cause" and "Song
of the South" falling in that class. Oscar
Four Are Promoted in
Reshuffling
Of Executive Staff of MAC Circuit
publicity was good for a couple of bills,
despite bad weather. Oddly, a heavy snowstorm
had less adverse effect on boxoffice
than did a couple of prior days of authentic
spring.
Gopher Morty (UA), 2nd run, 2nd wk 110
Lyric Picnic iCol), 6th wk 100
Orpheum Song ot the South (BV), reissue, 2nd
wk
Pon—Mister
100
Roberts (WB); Rebel Without a
Cause (WB), 3rd runs, 2nd wk 90
Radio City Carousel i20th-Fox) 190
State Anything Goes (Para) 25
World The Rose Tottoo (Para), 5th wk 110
Award Pictures Reach
100 or Better in Omaha
OMAHA—Reruns of Academy Award pictures
did about average or a little better at
Omaha first run theatres. "The Rose Tattoo"
came close to 100 per cent at the Orpheum.
The State paired "Mister Roberts" and "Rebel
Without a Cause." and hit about 105. The
Admiral and Chief, first run neighborhoods,
went a bit above average showing "Marty."
The Admiral played "Marty" seven weeks
previously to a roaring percentage.
Admiral-Chiet Marty ( UA) 110
Brandeis Kiss the Blood Off My Honds (U-l);
Johnny Stool Pigeon (U-l) 90
Omaha Backlash lU-l); Square Jungle (U-l).... 100
Orpheum The Rose Tattoo (Para), 8 days 100
State Mister Roberts iWB), Rebel Without a
GEORGE C. SHEPHERD HARRY B. FRENCH
Ascap Minneapolis Post
Is Assigned to Ziegler
NEW YORK—Walter A. Ziegler, former
field representative in Rochester, N. Y., has
been made Minneapolis district manager of
the American Society of Composers, Authors
and F*ublishers by J. M. Collins, sales manager.
He has been with Ascap since 1944.
CollLns also reported that William S. Hoffman,
formerly of the Hollywood office, has
been made district manager in Portland, Ore.
He has been a member of the station relations
division since 1954.
Theatre at Horicon, Wis.,
Has Been Modernized
HORICON, WIS.—A new widescreen has
been installed at the Pastime Theatre here.
The management announces that many features
in Cinemascope, VistaVision and Superscope
have been booked for the coming season.
The interior of the theatre has been redecorated
in shades of light green, and the seats
have been spaced farther apart for the comfort
and convenience of patrons.
Aid Reopening of Theatre
LORIMORE. IOWA—The Lorimore Theatre,
closed for about one year, has been reopened
by Mr. and Mrs. Don WiUiams two
nights a week—Saturday and Sunday. Businessmen
will constribute funds weekly toward
its support.
JOHN A. BRANTON
MINNEAPOLIS—A reshuffling of top executive
personnel of Minnesota Amusement Co.,
the largest theatre chain in this territory, has
brought Chaiies W. Winchell to command
as new president of the company.
Winchell was named president on retirement
of Harry B. French, president since 1947.
French will become chairman of the board.
Two new vice-presidents also were named:
John A. Branton, director of booking and
buying, and George C. Shepherd, director of
concessions. Chai-les W. Perrine, treasurer
and labor relations expert, already is a vicepresident.
Minnesota Amusement Co., a United Paramount
Theatres affiliate, opmrates nearly 50
theatres in Minnesota, North and South Dakota,
and western Wisconsin. Among them
are principal houses in many cities, Including
several in the Twin Cities. The chain had
reduced its holdings under Fi-ench from 80-
odd theatres.
Winchell is a former newspaperman who
became head of pubhcity and advertising for
the old Finkelstein & Ruben circuit, moved
CHARLES W. WINCHELL
to New York with Paramount, and returned
here four years later in 1932 to head advertising
and publicity for Minnesota Amusement
Co. He held that post until 1947, when
he became vice-president and assistant to
French, who had taken the president's office
on retirement of the late John J. Friedl.
Branton has supervised booking for the circuit
since 1935, when he joined the company
buying experience with other organizations.
after
Shepherd came to the company from
New York in 1929 as chief auditor, and had
master-minded the extensive concessions
operation since 1947.
French has been with the company or its
predecessors since 1912, and was southern
district manager until 1940, when he came
to Minneapolis as assistant to Friedl.
Widescreen at Mcintosh, S. D.
McINTOSH, S. D.—Jerome Dosch, owner of
the Lyric Theatre, has installed a new widescreen
in the theatre. All future films will
be shown using the new widescreen, Dosch
said.
BOXOFFICE :
: April 7, 1956
NC 67

Deo MOINES
too, causing teenagers outdoors to dance or
keep time to the beat.
Stanley, Wis., Theatre
Reopened by New Firm
"Pi-ice of "Star in . . .
the Des Theatre . . .
STANLEY, WIS.—The Stanley Theatre has
reopened here under new management. Now
Varl Harte, auditor, was at U-I . . . Lou
Levy screened two new U-I films last Friday
operating the house is Stanley Theatre, Inc.
night at the 20th-Pox screening room— John Lewandowski of Stanley is
Pear" and the Dust"
the local
house manager.
Dave Gold issued invitations to exhibitors to
In a recent talk before the Stanley Commercial
attend the opening March 29 of "Carousel" at
Moines The West-Vue
Club at its Monday noon meeting
John Heywood of Hudson, who heads the new
Drive-In here opened last week, as did the
managed Robert
company, said that while the theatre has
drive-in in Clinton, by
been closed, the projection and sound equipment
has been thoroughly checked to insure
Flauher. and the Burlington Drive-In, operated
by Robert Paul. The Clinton situation
the best possible presentation of all pictures
He has
feature Family nights Tuesday and
will
played at the Stanley. also Wednesday and midnight spook sl^ws every
Service of
Saturday night. The Burlington will continue
contracted with Northwest Sound
Minneapolis for periodic and emergency service
its policy of midnight shows every Sat-
so that the equipment can be kept in top
urday and Buck nights Tuesdays and
condition at all times.
Wednesdays. A once-a-month show with four
full-length features and two
Heywood was very frank in discussing the
cartoons also is
television, but expressed his own
planned there.
When "Rock Around the Clock" was opened
effects of
confidence in the ability of the motion picture
industry to continue to produce the best
in Des Moines Theatre last week, more than entertainment in America for showing in
1,600 teenagers clapped, stomped and shouted motion picture theatres.
their approval! Thi'ee policemen and theatre For the time being, the theatre will not be
personnel had difficulty keeping order as girls open on Wednesdays and Thursdays. The
in bobbysox and boys in the uniform of the
younger set danced on the stage and in the
aisles and then pushed back the furniture in
general policy will be to play one picture Friday
and Saturday, and another on Sunday,
Monday and Tuesday, with a matinee Sunday
the mezzanine for more space! A jukebox in afternoon.
front of the theatre blared out rock and roll,
Robin Raymond was cast as a striptease
artiste in RKO's "Beyond a Reasonable
Doubt."
Star Reopens at Milton, N. D.
MILTON, N. D.—The Stai- Theatre here,
having been closed for several weeks because
of unusually heavy snow conditions, has been
reopened for
"business as usual."
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XXX Yellow Popcorn Per 100 lbs. 9.75
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Liquid Popsit Plus Seasoning Per Case 15.75
Popcorn Salt Per Cose 2.95
No. 400 Automatic Bottom Boxes, H4 oz Per 1000 10.75
No. 300 Automatic Bottom Boxes, 2 oz Per 1000 11.75
Large 25c Popcorn Boxes Per 1000 18.75
1 lb. White Popcorn Sacks Per 1000 2.40
1 lb. Brown Popcorn Sacks Per 1000 1.80
Vi lb. Popcorn Sacks Per 1000 1.50
Vi lb. Popcorn Sacks Per 1000 1.20
IVi lb. White Popcorn Sacks Per 1000 2.95
1 lb. Printed Noiseless Sacks Per 1000 3.90
% lb. Printed Noiseless Sacks Per 1000 3.50
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MILWAUKEE
Tack Fraekman, manager at Republic, was
in Mount Sinai Hospital for surgery . . .
Pete Docter, a projectionist, has taken over
operation of one of the oldest motion picture
theatres in Milwaukee, the Violet, operated
by the Schoenleber family for over 40 years,
last by Albert Schoenleber . . . Marcus Theatres
has closed its Times Theatre in Clintonville,
which is being remodeled for commercial
purposes . . . Bill Gore, husband of Inez
Gore, secretary to Jack Lorentz of 20th-Fox
exchange, died after a short illness.
George Hahn, projectionist at the Palace
Theatre, entered Deaconess Hospital for surgery,
George is a well-known golfer in the
motion picture industry . . . Earl Fischer of the
Alamo Theatre was back on the job after a
vacation. Dm-ing his absence the theatre was
run by his brother Lester . . . Edwin Thanhouser,
a well-known stock theatre owner in
Milwaukee in the eai'ly 20s, died In Baltimore.
He also made "The Million Dollar Mystery"
for Mutual, one of the first serials in the
silent pictures era . . . Al Cammillo of Fox
Wisconsin was in Chicago to see "Oklahoma!"
and to have Todd-AO equipment installed in
his Strand Theatre, which will show "Oklahoma!"
in the near future.
The Variety Club will give a farewell luncheon
for Eddie Vollendorf, one of the pioneers
in the film industry who started with the
old General Film and then went with the
Pox circuit as booker. In recent years he has
been the booker for the Theatre Service Co.
Eddie has been in ill health for some time and
is pulling up stakes and moving to Florida.
The luncheon will be held at the Knickerbocker
Hotel at noon Monday, April 9 . . .
Johnny Mednikow, manager at National
Screen Service, attended the National Screen
managers meeting in Chicago . . . Sam Kaplan.
Chicago representative for Al Dezel, Inc.,
was in town.
Ray Wincher of the Sparta tWis.> Theatres
was in booking . . . Oliver Trampe was in
Florida on a vacation. He now is with Allied
Ai'tists and Film Service here. Before departing
for Florida, Oliver, chief barker for the
Wisconsin Variety Club, announced that the
annual Variety golf outing will be held at the
North Hills Country Club August 20 ... A
sneak preview of Paramount's "Birds and the
Bees" was held Monday night at the Riverside
Theatre.
Start Fund to Aid Theatre
MALLARD, IOWA—The Mallard
Theatre,
like the theatres in most of the towns near
here, has felt the slump in attendance, and in
order to keep it open members of the Mallard
Commercial Club have established a fund.
Luella Kress, manager of the theatre, has
contributed one month's salary, and Wilson
Brown, recent winner at Mallard Night of
$100, has turned the amount back to help
keep the theatre in operation.
Wis.—CHARLES J. BREWSTER, 1025 W. Wells St., Milwaukee,
Wis.— Broodway 2-1917
Minnesota-AVED THEATRE SERVICE, Minneapolis—Main 8963
BOXOFFICE :
: April 7, 1956

. . Ted
Two-Man Booth Law Under
Fire in Stevens Point
STEVENS POINT. WIS.-The city
two-men-in-a-booth ordinance got into the
and its
long, involved dispute between projectionists
Local 606, the Fox Wiscon.sin Amusement
Corp. and Gran Enterprises last week, when
city officials were asked to determine whether
the two-man-per-booth ordinance still is in
effect or whether it was superseded by a fire
safety code adopted in 1952.
The dispute between the theatre operators
and the union has been hanging fire since
July 1955 when the theatres—the Fox and
Lyric—were reopened after a long summer
shutdown. At last week's meeting, James H.
Van Wagenen, representing the theatres, contended
that the two-man booth is no longer
necessary. He brought up the possibility that
the new fire safety code modernized all the
old and obsolete regulations pertaining to
fire safety, including the two-man booth ordinance.
Herman J. Glinski, representing the union,
maintained that the ordinance is needed as
protection for the projectionists as well as
for the .safety of the public.
L. F. Gran, co-owner of the Lyric with
H. F. Janecky, said that at all the meetings
held so far to negotiate a settlement the sole
barrier to agreement was the city ordinance.
Mayor Leonard L. Sorenson termed the longstanding
dispute a "black eye" on the city
and added. "We cannot legislate to protect
men's jobs, but the council will not rescind
Drive-In Concession Firm
Registers in Wisconsin
MADISON, WIS.—Drive-In Concessions of
Massachusetts, Inc.. has registered with the
at 1220 E. Meinecke Ave.. Milwaukee, and the
registered agent is Irving Mirisch.
Theatre Building Is Sold
DEVILS LAKE, N. D.—Harold J. Kelly has
purchased the Hollywood Theatre building
here from E. R. Rubin, president of the Welworth
Theatre Corp. The theatre at 417
Fourth St. adjoins Kelly's store on the west.
Kelly said he will take over the theatre building
later this spring but plans for its future
occupancy are indefinite.
MINNEAPOLIS
Exhibitors are taking a respectful look at a
couple of the city's art centers with the
suspicion that their special programs ai'e
spurring interest in films in general. Walker
Ai-t Center through the winter has been staging
a "short history of films" course for a
small fee. showing classic films with accompanying
lectures. This week's offering is "The
Grapes of Wrath." Minneapolis Institute of
Arts always has a film program going, the
current one a series of experimental films.
Its final program includes atmospheric films
by Allen Downs, University of Minnesota art
professor. Operators of art theatres are especially
interested in these programs, although
one hassle developed when Greta Garbo's
"Camille" was booked downtown as a reissue,
yanking it from a Garbo series the Walker
Center had been running.
Will Jones, Minneapolis Tribune entertainment
columnist, became a father for the fourth
time and took a vacation to baby-sit with
his other three kids . . . Mrs. Everett E. Seibel
was installed as new head of the Northwest
Variety Club Auxiliary, devoting its efforts to
the Variety Club Heart Hospital. She's the
wife of the advertising and publicity director
for Minnesota Amusement Co. . . . Alec Guinness'
English comedy, "The Ladykillers," is
building at the Suburban World and present
guesses are it will do a solid eight weeks. In
the sleeper category is the run of the American-made
small budget thriller, "The Night
this ordinance unless it is in the ijiterest of
safety to do so."
Holds Terror," which did big business on
The mayor promised that legal opinion on
two-man
opening first run at the suburban Westgate.
the status of the booth provision
would be sought. If it is determined that the Competition to film theatres, in a way, but
help in another way. are two outside attractions.
provision still is in effect, he said, then the a
safety council, which recommended adoption
Northwest Sports show is in Min-
neapolis auditorium for nine days and is a
of the ordinance of 1952, will be asked to review
the conditions which prompted that heavily attended annual attraction. The Ice
recommendation to determine whether the Follies is in the Arena for three weeks, and
measure still is necessary for safety reasons. annually does capacity business. Both shows,
however, attract out-of-town visitors who
usually catch films during their stay. "This
Is Cinerama" at the Century has teamed up
with the Ice Follies and the Great Northern
railroad to bring passengers in from the
west with tickets to both attractions as well
as the ride. So far, 800 have signed up from
as far west as Williston, N. D. The annual
Wisconsin secretai-y of state here to do business
in the state and to operate confection state high school basketball tournament also
stands in theatres, etc. The application
attracted some outstate business to Loop theatres.
shows a capital stock of 1,000 shares of common
at par value of $5 per share and 200
shares of preferred stock at par value of $100 Don 'Walker of Warner Bros, and Chick
per share. The office in Wisconsin is located
HANDY SUBSCRIPTION
Evens of 20th-Fox, Kansas City, were in town
press-agenting . Mann, operator of the
three Twin Cities World theatres and other
houses, is in New "Vork on a buying expedition
. . . Ben Berger, operator of Schick's
Cafe as well as various theatres, bought a
stoic in an entertainer at Schick's. Ilona Mate,
pianist at the cafe, suffered a broken left
ring finger when a folding bed fell in her
hotel room. She played out the rest of the
two-week booking at Schick's by fingering
around the injured finger, .so to speak.
Minnesota Amusement Co. has booked
MGM's "The Swan," starring Grace Kelly,
into the Radio City for a Sunday il5) opening
a few days before her marriage to Pi'ince
Ranier of Monaco. Full-page color has been
bought in the Minneapolis Sunday Tribune of
that date to kick off the engagement.
Club to Buy Theatre
AKRON, IOWA— At a special meeting of
the Akron Commercial Club last week, it
was decided to form a corporation to purchase
and operate the Norka Theatre to assure continued
operation of the house. The theatre
was reopened by Cliff Shearon last November
after being closed for several months. Shearon
has agreed to continue operation for 30 days
while details of the purchase are worked out.
Damag:e to Robin Theatre
ROBINSDALE, MINN.—The Robin Theatre
here was considerably damaged in a recent
blaze which occasioned two separate fire department
runs, one at 3 p.m. and another at
7;30 p.m.. when the fire—thought to be extinguished—blazed
up again.
YOU'RE ASSURED OF
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SPECIAL
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FILMACK
Resumes at Wessington, S. D.
WESSINGTON, S. D.—Archie Davis has reopened
the Scenic Theatre here. The house
closed down during the winter months after
an unequal struggle with bad roads and TV,
but Davis plans a full season of programming
at the indoor house.

. . Esther
. . Shirley
. . John
RESEARCH BUREAU
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Please enroll us in your RESEARCH BUREAU
to receive information regularly, as released, on
the following subjects for Theatre Planning:
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it) obtaining intcrmanon arc provided in The MODERN
TKEATRK Ssctlun, published with i-he first Issue of
iCicH
moiivh.
John McKee Heffner Dies
At Home in Mason City
MASON CITY, lOVi^A—John McKee Heffner,
81, for more than 25 years manager of
the Palace and Bijou theatres here, died at
his home recently after an illness of several
months. Heffner opened the first motion
picture theatre in Mason City, the Bijou,
on the present site of the Odd Lot store on
South Federal. That was in 1906. The first
seats were kitchen chaii's and the operating
room was over the ticket box. The venture
proved a success, and other movie houses
opened; the Star, now the Band Box, and
the Princess, now the Strand.
One big theatre which followed the Bijou
was the Regent, now the Palace. For many
years, Heffner managed this theatre, following
the closing of the Bijou.
In recent years he had been business manager
of the Tyden Seed Co. until his retirement
in 1953. Surviving ai'e his wife and a
son John McKee Heffner jr., Richland. Wash.
New Family Ticket Plan
At Willimantic Strand
WILLIMANTIC. CONN.—Apparently intended
to counter-balance the upcoming
drive-in theatre season—and its accompanying
lure of children under 12 admitted free—the
Strand is offering a new family plan. Carim
E. John, Strand manager, said that family
groups are being admitted for the base charge
of $1, regardless of number of children accompanying
parents, on Monday evenings
only.
The Strand is a downtown, subsequent run
situation. Other theatres here are the Stanley
Warner Capitol and Jason Theatrical Enterprises'
Gem, both first run.
Typical newspaper ads for Connecticut
drive-in theatres during season stress the
fact that cliildren under 12 are admitted as
guests of the management nightly.
Other independent operators are watching
the John experiment; success may lead to
a similar policy at other theatres.
Bird Island Businessmen
Award Theatre Tickets
BIRD ISLAND, MINN.—A group of local
mercliants are offering free tickets to the
Roxy Theatres on Tuesday, Wednesday and
Thursday nights. This event will be in effect
until June 2. Merchants participating include
the Bird Lsland Dairy, State Bank of Bird
Island, Dick's Skelly service. Central Lumber
Co. and Nelson's department store. Tickets
are available from these merchants.
Paul Ricketts Takes Over
Ness City, Kas., Theatres
NESS CITY, KAS.—Paul Ricketts and
family have moved to Ness City where they
will take over the operation of the Ness Theaatre
and the Star Drive-In from Mr. and
Mrs. Bernard Hoss, April 1. Ricketts has operated
the Charm at Holyrood for a number
of years. He has hired a manager there.
Indoor House Closed
SWEET SPRINGS, MO. — The Uptown
Theatre, operated by Charles Thomas, has
closed. Thomas operates the Parkside Drive-
In at Marshall with J. T. Ghosen.
OMAHA
JJerman Gould of the 84th and Center Streets
Drive-In said the theatre decorations
were being redone in pastel colors and landscaping
improved for this season . . . The
Sky-View Drive-In on tlie northwest edge of
Omaha drew beautiful weather for its Easter
sunrise service, reported Manager Jim
Schlatter.
Ray Brown, exhibitor at Harlan, Iowa,
knocked 'em over on Filmrow when he
cruised by in his new four-door, hardtop
Cadillac . . . The Row's bowling league is going
double speed in an effort to get its schedule
wound up before hot weather closes in.
An Easter weekend that brought recordbreaking
high temperatures changed most
sportsmen's thoughts from bowling to golf
and brought good business to the drive-ins
currently open.
Two Nebraska theatres closed, one at Danbury
operated by Bob Chandler and another
at Indianola operated by Ray Phillips . . . Joe
Jacobs, manager at Columbia, hosted a
.
screening of "Rock Around the Clock" at the
Omaha . Green, owner of FEPCO,
film advertising company, took part in the
season's closing presentation by the Omaha
Figure Skating Club Simpson,
father-in-law of Bill Haarmann of Co-Op
Booking Service, visited the Haarmanns over
the Easter weekend.
Donna Orton, Theatre Booking Service secretary,
spent the Easter period at her home
in Sidney . Baker, MGM booker,
plans her wedding May 5 at the Ida Grove,
Iowa, Catholic Church to Bob Densmore, former
MGM employe. Among the wedding
party will be Mi.ss Baker's roommate, Margie
Bedow; her sister Gloria, and Ray Demoto,
former Columbia booker.
Hans J. Petersen Dead;
Theatreman Since 1920
LITTLETON, COLO.—Hans J. Petersen,
owner of the Vogue Theatre here in partnership
w'ith his son James, died recently at
the age of 77. He started in the theatre
business at Jamestown, N. D., in 1920. He
operated the State and Opera House there
until 1935. The later now is the Grand. He
moved to Harlowton, Mont., and managed the
State there from 1936 to 1945 for the Knutson
circuit, after which he bought the Trail in
Bridgeport, Neb. In 1946 he moved to Morrill.
Neb., where he had bought the Delmar Theatre.
The elder Petersen and his son bought the
Vogue in Littleton in 1949, which son James
continues to operate.
Wyndmere, N. D„ to Have
New Drive-In Theatre
WYNDMERE, N. D.—Ten acres of land has
been purchased near liere by Fred J. Nelrich
and he will erect a drive-in theatre this
spring. The land is just south of Highway 13
and the corner of Highway 18 at Wyndmere.
Ramps were built last fall in preparation for
the theatre project.
Nelrich is familiar with theatre activities,
having owned the local Nodak Theatre
for many years. He closed the theatre this
spring after operating it since he purchased
it from Ed Gannon in 1944.
BOXOFFICE :
: April 7, 1956

New Quarters Revive Memories of Early Days of Tent 3
By LILLIAN LAZARUS
CINCINNATI—After 22 years of existence
in one location. Cincinnati Variety Tent 3
has taken new quarters in the Metropole
Hotel. Among oldtimers, uprooting a home
brings remini-scences, and in reminiscing,
some interesting facts came to light.
On Oct. 9. 1933. a group of representatives
of theatres, film exchanges and the press
the Cincinnati area met and formed what
in
later became Tent 3 of Variety. Stanley
Jacques, former manager of RKO. called the
first meeting to order: William Gehring, now
a vice-president for 20th-Fox. was the first
temporary chairman and later the fii-st permanent
chief barker, and Joe Kolling, press
representative, was the first acting secretary.
Others present at the initial meeting were
Edwin Booth. William Onie. George Smith,
Nel.son Trowbridge, Clem Pope, Manny Shui'e,
William Ha.stings, C. Harry Schreiber. Erwin
Bock. E. V. Dinerman. Buddy Wintlu'op. N. J.
Whitmar. Noah Shechter. Edwin Mayer. Joe
Goetz. L. B. Wilson and Meyer Lantz.
A charter membership fee of $5 was established
and a membership committee was
formed, composed of George Smith, Noah
Shechter, William Gehring and Joe Kolling.
Membership was to be confined to male persons
engaged in the amusement profession
and active in trades identified with the theatre
and allied fields.
There now hang in the office of Tent 3
two plaques, one listing the charter members
—William C. Gehring, Allan S. Moritz. Manny
Shure, Joseph Kolling. Nelson Trowbridge.
Isaac Libson. Stanley Jacques, Maurice
White, E. H. Mayer. Noah Shechter and William
Onie. The other plaque contains the
articles of incorporation, dated Oct. 26, 1933,
which reads:
"The purpose or purposes for which said
corporation is formed are to unite fraternally
male persons of proper age and good social
and moral character and good business reputation
in a fraternal society conducted solely
for beneficial and protective purposes to its
members. This purpose is to be accomplished
by providing for the payment of dues, maintenance
for clubrooms in the city of Cincinnati,
county of Hamilton and state of
Ohio, for educational pmposes and a place
where men engaged in the different and various
professions and theatrical business, and
otherwise, may meet for the purpose of disp^wwj222r^
iiiij^B'^j

New Quarters Stir
(Continued from preceding page)
Sam Weiss and currently Mrs. Herman H.
Hunt.
The first charity instituted was placing a
box at the bar for freewill offerings of cash
toward a fund for needy children.
The first Christmas party for underprivileged
children, which became an annual
event, was held Dec. 23. 1934, in the Hall of
Mirrors at the Netherland Plaza Hotel, which
the hotel donated tor the purpose. Between
tariff was $2 per person, which included a
buffet lunch and novelty hats.
On Jan. 28, 1934, William Gehring and Joe
Rolling represented the local club at a meeting
in Pittsburgh called to form a national
organization of Variety Clubs. Gehring was
elected secretary of the national group, which
was to serve as the parent body in supervising
activities of the then existing clubs and
to govern formation and operation of Variety
clubs in additional cities.
At the Tent 3 meeting Feb. 12, 1945, Gehring
resigned upon his promotion fco salesmanager
for 20th-Fox in Chicago. Allan
Moritz was elected president. In October 1936,
the tent bought a portable projection machine,
which was used to .show films in
schools
for crippled children.
In March 1938, the club purchased an iron
lung for victims of polio.
In March 1939, the club established a
Milk Fund at St. Mary's Hospital for purchase
of milk and dairy products.
In February 1947, the club designated $300
a month toward the Variety Foundling Home.
This covered the cost of placing infants in
private homes, supervised by a graduate nur.se.
It was operated under supervision of the
Tent 3 Memories
child welfare board.
The Variety Foundation for Retarded Children
was the charity assumed in May 1952,
and it is the present charity. To quote from
a report of this charity made in one of the
recent convention books:
"In 1952 when we fhst took an active
interest in the Hamilton County retarded
children, we had two classes, with 30 children
in all. In the last three years, this has
increased to eight classes, with 92 children
in all. Besides these classes, we, in our 'Variety
Club Training Center' of the Goodwill
850 and 1,000 children attended, through the Industries, are taking care of nine children,
and in the 'Variety Club Opportunity Workshop'
assistance of Mrs. Webb's Cincinnati Free
Day Nursery. They were shown a film, a
of the Goodwill Industries we have 15
Punch and Judy show and were given bags children who through our efforts and attention
are now being paid nominal wages for
of candy, nuts, orange and a handkerchief.
The wives volunteered their services.
theu' work. The work of these once completely
The annual Christmas party became the
retarded childr-en has proven so satis-
factory that in the last 12 months, three of
pet project of the late H. J. "Pop" Wessel
until his death, and he was chairman of the them have been placed in private industry.
welfare and charity or the heart committee Our work has met with the commendation
for many years. Also assisting "Pop" Wessel
from the U. S. Welfare and Health Depart-
with the annual Christmas parties was ment and it is our honest belief that in time
Joe Goetz, then affiliated with RKO Theatres.
the government will help us expand this
Goetz is now a colonel in the Army and project in behalf of the less fortunate chil-
was recently promoted to overseas duty in dren who come under the category of retarded.
Excluding the above-mentioned number
the Army entertainment field.
At the fii-st New Year's Eve party, the
of unfortunates, we now have a
waiting
HANDY
list of 175 children out of an estimated 1.600
children in Hamilton County who will benefit
through om- efforts and who with the help
of God will some day attain the realization
of normalcy."
To acquire funds on a much larger scale
than heretofore, holding of an Old Newspaper
Boys Day was inaugurated in November 1952,
when all barkers, friends of Variety, fraternal
and civic organization members united
in standing on street corners and selling the
special edition. Approximately $20,000 was
raised, and the event has become an annual
one, with each of the three daily papers
taking turns in cooperating. This year, the
annual Old Newsboy's Day will be held May
28, and the Variety Club opportunity workshop,
designed to give vocational training
to the mentally retarded and severely handicapped,
will benefit from all proceeds. Tent
3 decided upon establishment of tne workshop
after a study showed that vocational
adjustment of retarded and handicapped per-'
sons over 16 years of age is one of the nation's
greatest needs. It is to be entirely
financed by Tent 3. Former chief barkers
Herman Hunt and Edward Salzberg, cochau-men
of the welfare committee, are in
charge of arrangements.
In reminiscing, it is well to re-read the

. .
. . . Very
. . Leonard
. . Jack
. . Max
. . Exchanges
Covington Report Favors
In-town Airer Zoning
COVINGTON, KY.
A strong stand against
prohibiting cirive-in theatres within the city
limit^s was taken tJiis month in a city
planning commission staff report. However,
the report did propose certain physical restrictions
through zoning code amendments.
"Outdoor theatres, in addition to being
popular, are a legitimate business and no
worse than other industrial and business
uses." the report stated. "Your staff is of
the opinion that the drive-in theatre should
be allowed somewhere in the city ... It is
recommended that drive-in theatres continue
to be permitted in the districts (business and
industrial zones) where they are now
It said: "If there is any problem of juvenile
delinquency in connection with drive-in theatres,
it is due to the behavior pattern of
operators and patrons, rather than to physical
location or layout. Similar patterns could be
found at many other commercial establishments,
like taverns, skating rinks and dance
halls."
Season Opening at Corbin, Ky.
CORBIN. KY.—A free show ushered in
the summer season for the Corbin Drive-In
here recently. Ray Mullins. manager, has the
children's playground operating full tOt and
has redecorated the theatre.
Intermission
Clock Trailers
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2129 Payne Ave. Phone PRospecf 1-4613
CLEVELAND
T ouis Wcitz, executive secretary of the Cleveland
Motion Picture Exhibitors Ass'n, and
his wife left for a two-week vacation trip to
Florida and Cuba . Silverthorne.
Hippodrome manager, was in Chicago confering
with Sylvan Goldfinger . . . Republic
Pictures has a new cashier. Succeeding
George Cowgill, resigned, is John Majdiak jr.
Majdiak doubles as assistant manager at the
Fairmount Theatre . Mink. Palace
manager, and wife Dorothy were east over a
recent weekend.
local Paramount family. He was transferred
here from the Albany office to succeed Mike
Gould who resigned to join Warners in
Chicago. Bugie hails from Cincinnati and is
the son of Harry Bugie, onetime Eagle manager
there . . . Mrs. Irving Mumper of the
Ohio Theatre. Loudenville. was in a hospital,
according to last reports . . , Nick Manos, a
brother of George Manos. Toronto. Ohio.
circuit owner, died ... J. Stuart Cangney of
the Jewel Theatre and his wife, nothing
daunted by weather, spent a snowy weekend
in Alden, N. Y., visiting their daughter and
four grandchildren . have received
word that the Flushing Theatre. Flushing,
is closed . . . Another closed house is Leo
Jones' Forest Theatre, Forest.
The local U-I exchange is in a dither in an
effort to maintain its present first place in
the Charles Feldman sales drive. They've got
until April 28 to go and with the help of
the area exhibitors they will come out ahead of
their nearest competitor, the Chicago branch
bad weather early in the week reduced
the number of Filmrow visitors. Spotted
however, were Joe Shagrin and Helene Ballin.
Youngstown; Jack Armstrong and George
Sawyer. Bowling Green; Paul Vogel. Wellsville.
and James Ramicone, Gala Drive-In.
Sawyerwood.
.
Jim Solether, son of Loren and Hazel
Solether who own the Palls Theatre in
Chagrin Falls, is mayor of Chagrin Falls .
.
Jerry Lipow. Paramount salesman, and his
wife and son were in Buffalo to attend a
family funeral . . . Allen Theatre is playing
a super-duper midnight horror show on
. . Friday. April 13 Irving Sochin. U-I short
subjects sales manager, held a local sales
meeting in Cleveland Saturday (31) . . Republic's
.
"Come Next Spring" received a
multiple theatre one day preview engagement
on Saturday (31) at the Fairmount,
Lake. Yorktown and Beach Cliff theatres,
and followed on April 4 with a regular first
run engagement . . . Sam Schultz attended
an Allied Artists managers meeting in
Chicago.
Abe Kramer, Associated circuit executive,
returned to his Golden Beach. Fla.. w-inter
home after a brief visit—his third since
Christmas . . . RKO's "The Conqueror" which
played a three-week first run Cleveland engagement
at the Palace, "broke" Easter Sunday
in practically all of the area key situations
... I. J. Schmertz. 20th-Fox manager,
was expected back from Florida this
week . . . "Carousel" was in its third week
at the Allen Theatre and "The Rose Tattoo"
was in its fifth week—three at the State and
two on a moveover to the Ohio.
Some ten greater Cleveland theatres were
closed on Good Friday. Most of them used
their newspaper directory space just to announce
their closing but the Parma and the
Yorktown included in their copy. "Attend the
Church of Your Choice." The closed houses:
Beach Cliff. Capitol, Garfield. Jewel. Mapletown.
Mercury. Norwood. Parma. Yale and
H. M. Addison, who was manager of the
State Theatre here some 25 years ago. was
allowed."
The staff recommended zoning code revisions
back as a UA publicist to introduce Barry
Jones of the "Alexander the Great" cast to
members of the press, TV and radio. The
that would require placing theatre
screens a certain minimum distance from a picture opened Friday (30 at the Stillman
>
residential district and facing them from any Theatre . Gray. Paramount Yorktown . . . Master of ceremonies for the
major thoroughfare, and that a parking publicity man. says George Gobel will be here Ward Marsh industry testimonial dinner
the opening "The Birds and the Bees" Monday (9) in the Carter Hotel will be
reservoir of 30 per cent of premises be provided
to accommodate cars waiting to get in.
for of
and Carol Ohmart is due to promote "The MGM's ambassador of good will, George
The report had an answ'er for recent assertions
Scarlet Hour."
Murphy, according to Frank Murphy. Loew
manager and one theatre division of the
by a council member that drive-ins
were not morally proper place.s for youngsters. Gordon Bugie is the newest member of the committee chairmen in charge of the affair
which is celebrating Marsh's 40th anniversary
as motion picture critic of the Plain Dealer.
Frank Manente, Stillman Theatre manager,
is in charge of the ticket committee.
The United Artists' picture formerly called
"The Mountains Have No Shadows" has been
retitled "Fever Heat."
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BOXOFFICE :
: April 7, 1956

. . Mrs.
. . Roy
. .
DETROIT
T ocal newspaper advertisers received a surprise
Easter present when line rates were
boosted by the Detroit News, effective April
1, for noncontract advertisers. Contract advertisers
were given a month's extra protection
at the old rates, to May 1. The increase
of five cents a line on weekdays and
six cents on Sundays adds to the gap between
the dally and weekly rates. Max J. Gerstman,
advertising director of the News, blamed
"heavy increases" in labor costs, following
the six-week newspaper strike of several
months ago, and the cost of newsprint.
Irving H. Levine was here to work on the
multiple opening of "The Bold and the Brave"
. . . Arthur Herzog jr. returned from a tenday
eastern trip, occasioned by critical illness
in the famUy ... To keep the records
straight — "Gone With the Wind" is recogflrive-ln
Advertising Method ... is
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Phone: Woodward 1-2158
L fr
ERNIE
nized in the trade as having the longest local
run on record prior to "This Is Cinerama,"
Vz 21 weeks, including eight weeks at the Wilson
(now the Music Hall) and 12>l> weeks at
the United Artists, opening on a day and
date basis in 1940. The runnerup, which
held the record for a quarter centui-y, was
"Neptune's EVaughter," playing 19 weeks in
two runs of 15 and four weeks, respectively,
at the Detroit Opera House in 1914 and 1915.
Betty Robbins of the Film building transportation
staff, who has been making a fair
recovery after an operation, has returned to
St. Johns Hospital for additional surgery
keeping Vera Phillips, gal Friday of the Bill
Schulte circuit, on the hop, as the two share
a home together . Verle Charles, manager
of the Warfield Theatre, and Thomas
Tannus, night manager of the Loop, reported
losses of $10 and $150 in weekend holdups.
Nightingale Notes—The bowler who set a
new season record—65—came back with a
nice score the next week. The name was
withheld by request . Thompson almost
made the double pinochle by slipping
the six pin across the alley to knock over
the seven, but the four pin only wiggled .
Robert London, son of Bert, home for Easter
vacation, filled in with a few rolls that show
his dad will soon be spotting him pins . . .
Ray Gagnon made the 5-10 split, while Mrs.
G. had a grilled cheese sandwich . . . Joe
Pickering made the 5-6-10 split . . . Welber
Haartge made the 4-5-7, and Matt Ha.skin
made the 4-5, aided by wind from the ball
passing the 5-pin.
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:
April
Ohio DAR Chapters Pick
Best Pictures of 1955
CLEVELAND— "Lady and the Tramp" was
voted best motion picttire for children and
"The Scarlet Coat," the best patriotic picture
for 1955 by 117 Ohio chapters of the Daughters
of the American Revolution. "Davy
Crockett. King of the Wild Frontier" won
second place in both categories. Third place
for children went to "Good Morning. Miss
Dove." while "The Court-Martial of Billy
Mitchell" was third place winner in the
"patriotic" classification.
The results were announced by motion picture
committee chairman Mrs. F. Weber
Schneider in a report to the state DAR conference
which met here in March. The reports
were received from 117 Ohio chapters
and were submitted to the state chairman by
88 local chairmen, all of them interested in
promoting pictures for children's matinees.
The extent and importance of the work of
these committees is indicated by these facts
contained in Mrs. Schneider's report:
Thirty-four chapters had motion picture
reports given at monthly meetings and 22
chapters used motion pictures for chapter
programs or had a speaker on motion pic-
chapters sent in one or
tures. Fifty-three
more subscriptions to the DAR Motion Picture
Reviews. Fort Greenville. George
Clinton, Granville. Marietta and Oxford
Caroline Scott chapters reported that special
children's matinees were shown in their communities
and were enthusiastically supported
and encouraged.
Four chapters assisted at children's
matinees, acting as chaperones and hostesses
and assisting the manager in selection of the
programs. Other chapter members sponsored
and gave active support to films recommended
by the national society as suitable
for Constitution Week and for History Month.
Mrs. Schneider reported that local theatre
managers "had been most obliging and cooperative,
especially in regard to choice of
films to be shown to audiences composed
principally of children."
The reports of the committees showed a
definite upswing of interest in and enthusiasm
for motion pictures during the past year.
Mrs. Schneider believes.
'Oklahoma!' Campaign
Aided by Car Dealers
DETROIT — Out-of-town business for
"Oklahoma!" is exceeding local trade by two
to one—a by-product of the six-week newspaper
strike here, which ended in January.
With the opening date coming up for tlie new
Todd-AO production. Managing Director
Dillon M. Krepps was faced with the
possibility of having no newspapers—so
worked out a special gimmick with the
quality car distributors. Cadillac and Lincoln,
in Michigan. Ohio. Indiana and Ontario to
make up for the possible loss of local patronage.
Special invitatio«s for the opening, with
four tickets, were sent to the dealer with the
understanding that he would invite a leading
figure or key man in his community to
make up a foursome for the opening. The
house was well packed with these visitors
opening night, and the wide street in front
was jammed with visiting Lincolns and
Cadillacs.
The visiting moguls took back the word,
serving with the dealers as unofficial ticket
agents to bring word-of-mouth publicity
into many small towns. Result is evident in
the surprising ratio of patronage, which can
be checked through the reserved seat orders.
Two Items From Toledo
TOLEDO—The 3,400-seat Paramount will
relight May 3 for "Sing, Man, Sing," starring
Harry, Belafonte and a cast of 40 performers
. . . Bill Schweitzer is the new assistant manager
of Loew's Valentine, coming here from
Loew's in Aki-on.
Reopens for 'Guys'
YOUNGSTOWN—The State
was reopened
March 31 for an unlimited engagement of
"Guys and Dolls."
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Detroit 8, Mich. Nights- UN 3-1468
Detroit Observes Annual
Good Friday Services
DETROIT—Local theatres darkened their
screens and many of those having usable stage
facilities turned them over to church groups
for the traditional Ti-e Ore service Good Friday
afternoon, noon to 3 p. m. Virtually no
theatres in the city operated as regular show
hou.ses during those hours, including the
usual matinee houses.
Individual churches and united groups of
a number of churches sponsored individual
meetings in the theatres which drew in some
cases capacity crowds. Business places generally
throughout the city, except essential
services, were closed in observance, and many
members of the public went into theatres
they might rarely patronize—a part of the
local film industry's annual public service to
religious
groups.
The occasion was marked by a ministerial
speaker from the stage of the Fox Theatre,
who spoke in a sermon broadcast over WWJ
of "the hush that has come over this most
dynamic city in the world."
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BOXOFFICE :
7, 1956 75

. .
. .
CINCINNATI
Terry Shinbach, exhibitor at Columbus, was
^ on the Row. He has taken over the City
Drive-In at Lancaster from Frank Nolan .
Jack Needham is doing the booking and buying
for the Ritz and Rivoli theatres, Columbus,
for George Pekras, who is ill . . . John
Alexander, division sales manager for Republic,
was in the city for two days confeiTing
with Manager George Kirby. Under
discussion were policy and release of Republic's
first Naturama productions, "Maverick
Queen" and "Lisbon." "Maverick Queen" will
be set for May showings.
Two U-I employes, Phyllis Wagner and
Rita Walters, will be guests at wedding showers
April 18 at the Metropole Hotel given by
their co-workers. The Variety clubrooms will
Midstates Building
Cincinnati Airer
CINCINNATI—The new Oakley Drive-In,
located within the city limits, is under construction
and officials of Midstates Theatres
hope to open it by the middle of June.
The theatre will accommodate more than 1.000
cars. Nick Shafer and Roy White, officers of
Midstates, plan to operate it the year around
with in-car heaters.
The theatre will feature one of the largest
screen towers in this area, 83x125 feet. It
will also have an attraction board measurmg
30x36 feet. The concession booth will
be cafeteria style and will offer pizza, shrimp
roll and other foods and beverages. Midstates
operates a circuit of indoor theatres
in Ohio and Kentucky, and this is the chain's
first venture into the drive-in field.
be made available to the group for opening of
gifts. Both girls will be married in May .
Howard Minsky, Paramount division manager,
was a visitor.
50-Year Filmrow Staffer,
Also in town were Irv Sochin, former U-I
manager here and now short subject sales
manager for the company, and James Frew,
U-I district manager.
Howard Strange to Manage
Fulton, Kv„ Orpheum
FULTON, KY.—Howard Strange, well
known local man, has returned to the Orpheum
Theatre as manager, according to an
announcement made today by Joe Keifer, for the old General Film Co.
field manager of the company, Memphis.
Strange was formerly manager of the theatre
and has years of experience in this line of and was a charter member of Local B-5.
work. Since he left the local theatre a little
over a year ago, he has been employed by a
large drive-in theatre at Paducah.
Strange is replacing Harry Sliaw of North
Little Rock, Ai'k.. who was sent here two
months ago when Elton Holland was transferred
to J'ortageviUe, Mo. Mr. and Mrs.
Dr. Abraham Eiseman, 71,
Strange and Flint Showman, Dies
their daughter live in South Fulton.
They have two sons in the service.
the University of
iwE WILL DO
survived by his
THE ENTIRE
Phyllis Orde.
JOB FOR YOU BOWLING
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nFTROIT OFFICE
n,. eXCHMGE BLOG^ 2310 CASS
80, Dies in Cleveland
CLEVELAND—The local motion picture industry
lost a faithful member recently. Mrs.
Minnie Stone, who served as in inspector
for nearly 50 years until her retirement two
years ago because of failing health, died in
her 80th year. Born in County Cork, Ireland,
on Dec. 23, 1876, and brought to this
country as a girl, she started her record
career with the motion picture industry back
in the early part of the century as inspector
For 30 years prior to her retirement in
1954, she was an inspector for United Artists
Surviving
are two daughters, Mrs. Flo Campbell
of New York and Mrs. Ernest Balke with
whom she made her home.
DKTROIT—Dr. Abraham Eiseman, 71,
owner of the Michigan Theatre and part
owner of the Nortown. both at Flint, died
after several months' illness. A graduate of
Cincinnati School of Dentistry,
be came to Flint in 1920. He was a
past president of the old Motion Picture
Theatre Owners Ass'n of Michigan, and was
a member of Variety Club of Detroit. He is
wife and one daughter, Mrs.
DETROIT—Piojectionists Local 199 is
holding a slender lead as the Nightingales
Club Bowling League went into the home
Teom Won Lost Team Won Lost
551
NTS 54 50 Not'l Carbon 431/j 60i/j
High score summary, covering scores of
three weeks: Roy Thompson, 201, total 501;
Matt Ha.skin 203, 500; Welber Haartge 106.
530; Eddie Waddell, 531; Joe Foresta 200, 537;
Ralph Haskin 200, 514; Stewart Aplin 210;
Sherman Lambly 202, 516 and 529; Garl
Mlngione 212, 500; Jack Colwell 202, 562;
Francis Light 192 and 201.
Stage actor Charles Cooper has been signed
by Alfred Hitchcock for a lead in Warner's
"The Wrong Man."
RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
Please enroll us in your RESEARCH BUREAU
to receive information regularly, as released, on
the following subjects for Theatre Planning:
n AcouslicB
n Air Conditioning
D Architectural Serrice
n "Black" Lighting
n Building Material
D Carpets
n Coin Machines
D Complete Remodeling
D Decorating
n Drink Dispensers
n Drive-In Equipment
n Other Subjects
Theatre
Seating Capacity..
Address
City
State
Signed
n Lighting Fixtures
n Plumbing Fixtures
Projectors
n Projection Lamps
D Seating
n Signs and Marquees
n Sound Equipment
D Television
D Theatre Fronts
n Vending Equipment
Postage-paid reply cards for your further convenience
in obtaining information are provided in The MODERN
THEATRE Section, published with the first issue of
each month.
BOXOFFICE :
:
April 7, 1956

: AprU
. . "Carousel"
WAYS TO GUARD
YOUR HEART
1. AVOID SELF-DIAGNOSIS
In case of doubt see your doctor.
2. AVOID WORRY
Worrying cures or prevents
nothing.
3. AVOID OVER-FATIGUE
When you rest or sleep, your
heart's work load is lightened.
4. AVOID OVER-EXERTION
Exercise in moderation, particularly
if over 40.
5. AVOID OVER-WEIGHT
Excess weight loads extra work
on your heart.
(t)
6. SUPPORT YOUR HEART FUND
BOXOFFICE :
Your contribution advances the
nation-wide fight against the
heart diseases through research,
education and community heart
programs.
This Space Contributed by
BOXOFFICE
7, 1956
COLUMBUS
TyTiinuKfr Kdward MctUone of the Palace
turned over the theatre to the Knights
Templar for Easter sunrise services. This is
an annual event at the PaJace . . . Manager
Frank Yassenoff of the West Fifth Avenue
outdoor theatre cooperated with the Columbus
Junior Chamber of Commerce in making the
drive-in's facilities available for Easter services
for shut-ins.
Manager Robert Horton of the Grand plans
a midnight spook show on Fi-iday the 13th
with "The Killer Fiom Space" and "The
Thing" . at Loew's Broad and
"Anything Goes" at Loew's Ohio were the big
Easter week attractions here . . . Academy
Awards for Anna Magnani and Ernest Borgnine
increased business for "The Rose Tattoo"
at the Broad and "Marty" at the Ohio. "The
Rose Tattoo" was held over for a 16-day run.
Sam Goldberg, 63. known professionally as
Pep Golden, died in Los Angeles. A Columbus
resident in the '20s, he toured the Keith
vaudeville circuit as a band leader. He also
led the stage band for George White's Scandals
in the late 1920s.
Senate Film Report
Lauded in Editorial
COLUMBUS—Report of the Senate subcommittee
on juvenile delinquency is "commendable"
in its findings on the "increasing
emphasis on sadism, brutality and violence" in
motion pictures, said the Columbus Dispatch
editorially.
"But it is only through the pressure of
public opinion, and especially that of parents,
that something will eventually be done about
it by the motion picture industry," said the
editorial.
"There can be little doubt that too many
youths, during their most impressionable
years, see far too much brutality in some or
all of the forms of entertainment to which
they are exposed," said the Dispatch.
The subcommittee report singled out several
pictures for criticism "because of their
emphasis on crime and violence."
The Dispatch editorial noted that the subcommittee
Included comic books and television
in the report. The report said motion pictures,
comic books and television "have tremendous
influence on the young child in his
early development."
C. A. Maher Is Promoted
FREMONT, OHIO — Charles A. Maher,
manager of sales service for the floor products
division of Hewitt-Robbins, Inc., of
Fremont, has been named assistant to the
general sales manager of the division. Products
made at the local plant include rubber
and vinyl floor tile, sponge rubber carpet
underlay, cove base trim, carpeting backed
with foam rubber and counter topping.
38-Year Projectionist Dies
CLE'VELAND—John W. Bailey, projectionist,
suffered a heart attack and died in the
projection booth at the Mall Theatre where
he had worked for 38 years. He was 73 years
old. Born in Johnstown, Pa., he came to
Cleveland in 1911 since which time he has
been a member of Local 160 and the Odd
Fellows. His wife Lydia survives.
t"?Ht-"
OP^WEDNESOAYz.
TWO GIANT FEaTUhES
BENEMT^ ROGERS SCHOOL PTA
SPEAKERS IN THE SNOW—Bill
Freck
arranged a gala reopening of the Beltline
Drive-In at Grand Rapids, Mich., with
the Parent-Teachers Council pitching in
to promote the event by selling tickets
house to house and distributing window
cards, for which they shared in the receipts.
However, two days beforehand th

1=1 : ] 1=1
1955 SALES
* 5,368, 335,000
40 MILLION AMEWCANS
OWN MO BIUION DOLLARS .M BONDS
(J R,ESE AND H CASH VALUER
\\
GATE No.l
?^
r&Zovj
SAVINGS BOND BUSINESS IS GOOD—
and Good for Business
1955 was a tremendous year for Savings Bonds.
Cash sales of Series E and Series H Bonds hit a ten
year peak: 15,368,335,000; an increase of 10% over 1954
and 23% higher than 1953.
Sales of E and H Bonds exceeded total redemptions of
both series (maturities and cashings) by $716,834,000;
up 61% over 1954.
Sales of Series H Bonds— the current income bond
sold only to individuals— exceeded $1 billion for the first
time in any year since their introduction in mid-1952.
As of December 31, 1955, the cash value of E and H
Bonds held by 40,000,000 individuals totaled more than
$40 billion— the highest amount on record.
Between May, 1951, and December, 1955, Series E
Bonds with a face value of $19.9 billion, had reached
maturity. Of these, bondholders still held approximately
70%— $13.9 billion—under the optional automatic extension
terms. The additional interest earned in their
extended life increased the cash value of matured E Bonds
outstanding December 31st to $14.6 billion.
During 1955, 8,000,000 employees (of 40,000 companies)
invested $160,000,000 per month in U. S. Savings
Bonds through the Payroll Savings Plan.
How many employees were added to your Payroll Savings
Plan last year? What is the percentage of employee
participation today? The average investment in Bonds
per month per employee? If you don't know the answers
to these questions, why not pick up the phone and get
the figures?
If you find that less than 50% of your employees are
enrolled in the plan ... or if you do not have the Plan
. . . phone, wire or write to Savings Bond Division, U. S.
Treasury Department, Washington, 25. You'll be surprised
to learn how easily you can install a Payroll
Savings Plan or increase participation in an existing plan
to 60%, 70% or higher.
Savings Bond Business is good—and good for business.
Act today.
The United States Go
thanks, /,
does not pay for this advertising. The Treasury Department
patriotic donation, the Advertising Council and
BOXOFFICE
BOXOFHCE :
: April 7, 1956

: April
Conn. Ass'n Renames
George Wilkinson
NEW HAVEN—Principal officers of tlie
Motion Picture Theatre Owners of Connecticut
were re-elected at a luncheon meeting
in the Hof-Brau Haus. Renamed were
George H. Wilkinson jr., Wilkinson Theatre,
Wallingford. president: Ii'ving C. Jacobs jr..
Branford Theatre, treasurer, and Herman M.
Levy, executive secretary.
Two new members were elected to the
board of directors. They are John Perakos.
New Britain, Perakos Theatres, and James
E. Darby, manager of the M&P Paramount
Theatre
here.
Re-elected to the board were E. Michael
Alperin, Southington Drive-In; Louis A.
Brown, director of advertising for Loew's
Poll-New England Theatres; Harry Feinstein.
zone manager for Stanley Warner Theatres;
B. E. Hoffman. B&Q circuit; Arthur H. Lockwood.
Winsted. Gordon & Lockwood chain;
Albert M. Pickus, Stratford Theatre; Samuel
Rosen; Harry F. Shaw, division manager of
Loew's Poli-New England Theatre; Sam
Weiss. Stamford; Irwin Wheeler. New
Canaan, and Irving Jacocks and George
Wilkinson.
PROVIDENCE
T ocal theatremen, quickly recovering from
the one-two body punches of the twin
blizzards, launched intensive advertising campaigns
to build up business at the boxoffices.
Cashing in on the wide publicity incidental
with the Academy Aw'ards, mast downtowners
booked in Oscar-nominated hits. Loew's
State broke with "I'll Cry Tomorrow"; the
Albee presented "Mister Roberts" and James
Dean in "Rebel Without a Cause," and the
Avon Cinema brought back "Marty." As
transportation returned to some semblance of
normalcy, filmgoers began to start things
humming.
Almost setting new records for 'the local use
of newspaper advertising in exploiting an attraction,
the Majestic sent "Carousel" off to
a rousing start. The production is more or
less of a natural for this sector, inasmuch as
Capt. Enoch Snow, portrayed by Robert
Rounseville, was a well-known New England
character in 1841-1897. This rugged Maine
sea captain developed a recipe for New England-style
clam chowder that achieved great
fame up and down the coast. Today, Snow's
clam chowder, minced clams and other products
enjoy tremendous popularity throughout
the east. His son, Fred H. Snow, is president
of the company which is carrying out the
tradition of the founder. Additionally, Robert
Rounseville is a native of nearby Attleboro.
Mass., and recently made a personal appearance
in Providence at the St. 'Vincent concert.
A terrific tieup was aiTanged on the
"Carousel"-Snow angle, which, supplementing
the theatre advertising, resulted in sock publicity
for the film. Large units, carried in
the dailies, made everybody conscious of the
local aspects.
At the request of scores
of patrons, unable
to get through the recent blizzards to see
"The Court Jester," Al Siner, Strand manager,
held the picture over for a second, week.
Lockwood-Gordon Leases
Hartford Family Airer
HARTFORD-Lockwood & Gordon Theatres
ha.s taken over the 650-car East Hartford
Family Drive-In on Route 5 from the
A. J. Bronstein interests on a longterm lease.
Money involved in the transaction was not
disclosed.
Douglas Amos, L&G general manager, said
that future plans for the theatre, built in
1954, had not been determined. The drive-in
is situated about four miles .south of L&G's
East Windsor Drive-In on Route 5.
"At the present time," Amos said, "the
Hartford area seems to be overpopulated with
drive-ins. It will probably be quite a few
years before there are enough drive-in customers
in Hartford to support the existing facilities."
Leasing of the East Hartford project takes
the Bronstein interests, headed by the fatherand-son
team of A. J. and Joe Bronstein of
Hartford, out of the active theatre field in
metropolitan Hartford. The same associates
leased their 2,070-car Meadows Family Drive-
In to Smith Management Co. in 1955.
Lockwood & Gordon also operates the Webb
Playhouse, Wethersfield ; Plaza, Windsor;
Strand, Winsted; Danbury Drive-In, Danbury,
and Norwalk Drive-In, Norwalk. Amos
was formerly Connecticut district manager.
His replacement in this area has not been
announced as yet.
Exhibitor Sam Cornish
To Live in California
HARTFORD—Mr. and Mrs. Samuel P.
Cornish, who are leaving the Connecticut exhibition
scene after six years, plan to make
their new home in California.
Cornish, who has retired as manager-partner
in the Niantic Theatre, Niantic, Conn.,
and Mrs. Cornish will precede the California
residence plans with a leisurely westward vacation,
which will take them to upper midwest.
Cornish, now 72, has been in the industry
for 45 years.
Mrs. Cornish said, "After 45 years in the
business, we are going to take a long vacation."
During the past half century, the Cornishes
owned and operated theatres in Minnesota,
North and South Dakota and Montana.
The Niantic Theatre, a de luxe situation,
will now be operated by Cornish's former
partners Alphonse Dubreuil and Socrates Deligeorges.
Pike Theatre to Operate
Newington, Conn., Airer
HARTFORD—The Pike Drive-In.
Newington,
is now being operated by the Pike Theatre
Corp., which succeeds the Turnpike Theatre
Corp. Pi-incipals in PTC are Phil Simons
and Bob Gloth, who bought out the shares in
the theatre held by their former associate
Lou Rogow. Paul W. Amadeo continues as
general manager of
the 750-car airer.
Reopens on Weekends
MANCHESTER, N. H.—The Palace Theatre,
which has been closed for some time
except for a recent stage show and the annual
New Hampshire Cooking School, has
been reopened for Friday night and Saturday
and Sunday showings.
Patrons Evacuated
In Time Bomb Scare
PRCVIDENCE^Somc 1,000 patrons, who
braved treacherous roads and freezing
weather to attend the Albee Theatre, orderly
evacuated that house during a Saturday night
show on a report, later proved a hoax, that
a time bomb had been planted in the orchestra
section. The incident was similar to two
scares in nearby Fall River where an elomentai'y
.school was emptied of students the previous
Friday and a theatre evacuated March
11 on the strength of telephoned tips that
bombs had been planted.
Police reported that Albee cashier Connie
DelDeo received an anonymous telephone call
from a woman who said she had heard that
a time bomb had been planted in the fourth
row of the orchestra.
Albee Manager Phil Nemirow notified police
and the theatre was cleared while a search
was made.
WTien notified, six detectives and ten
policemen rushed to the Westminster street
house. Theatre employes had quietly searched
the first seven rows, and when they found
nothing, Nemii-ow called the police.
The Albee manager used the theatre public
address system to notify the patrons than an
emergency existed and that they were requested
to leave the theatre. Everyone left in
an orderly fashion, police reported.
Police and firemen then moved in. The
lights were turned on. A thorough search
was made under every seat and in all the
rooms and lavatories in the theatre. When
the search was completed, the manager announced
to the shivering crowds waiting on
the sidewalk that the program would be resumed.
While there was considerable mumbling
and murmuring when the alarm was first
given, the, quiet and businesslike way that
Manager Nemirow handled the situation undoubtedly
averted a panic or a serious commotion.
$40,000 Fire Damage at
SW New Haven Office
NEW HAVEN—Repairs to the New England
zone headquarters of the Stanley Warner
Management Corp., hit by a two-alarm fire
on St. Patrick's Day, will total $40,000, it was
estimated this week.
Remodeling of the offices will take six to
eight weeks, running into the latter part of
May. In the meantime, officials and employes
are working in temporary offices
scattered through the five-story Roger Sherman
Theatre building.
The local fire marshal told newsmen at the
scene that the loss would be "over $10,000."
When SW officials and insurance adjusters
surveyed the damage, however, the figure was
quadrupled. Just the replacement of bronze
elevator doors which buckled in the intense
heat will cost approximately $4,500.
In addition to the restoration of the offices
the project also calls for replacement of
furniture and fixtures either destroyed or
partially damaged. The loss is covered by
insurance.
The fire started, in some unknown manner,
in a reproduction machine.
Borrowed from 20th-Fox, Michael Rennie
has joined the stellar cast of Paramounfs
"The Loves of Omar Khayyam."
BOXOFFICE
:
7, 1956

. . Walter
. . The
BOSTON
Tack Hill, former booker for Eagle-Lion and
later a salesman with Warner's, has been
added to the booking staff at Affiliated Theatres
Corp. with offices in the Park Square
building . . . Dorothy Boland, whose dad is
on the advertising staff at the Boston Globe,
is a new secretary at United Artists office.
She attended Emanuel College . . . The Larry
Laskeys are parents of a son, named Louis,
bom at Beth Israel Hospital March 24. The
baby, who has two older sisters, was named
for Larry's late father.
Al Cohen, co-owner of the Ritz, Lewiston,
Me., and his wife are starting an extended
tour of Em-ope and Asia with a stopover in
Israel. During AI's absence the theatre will
be handled by hi.s brother Irving . . . Robert
Whitton, who recently gave up his lease on
the Opera House, Millbridge, Me., has purchased
the Colonial in the same town from
Charles Murch. After installing Cinema-
Scope equipment, he will reopen the house
around the first of May with a two-change
a week policy.
.
Ed Pollard, Mexico, Me., exhibitor, has returned
from his second visit to Florida this
season E. Young, owner of the
Strand, Farmington, N. H., has also returned
from Florida . Nugget, Hanover, N. H.,
seat of Dartmouth College, played the Marx
brothers film, "Room Service," distributed by
RKO, and filled the house to capacity on
March 10. There were thi-ee performances,
a matinee and two evening shows.
A public hearing was held at the State
House April 5 by the Minimum Wage Commission
on recommendations of the amusement
and recreation occupations wage board.
The new proposal asks that no person employed
in the amusement industry shall be
paid less than 90 cents per hour, with the exception
of ushers who shall be paid not less
than 80 cents per hour. Before April 1, the
minimum wage for ushers was 65 cents, doormen
and cashiers 70 cents. But on April 1,
the wage board ordered all industries to pay
a minimum wage of 75 cents per hour with
no exceptions.
For the third consecutive year, John
Cooney, owner-manager of the Union Square,
Pittsfield, has booked the winning Academy
Award film to play his theatre on the time
of the announcement. Besides "Marty," he
hit it on the nose with "On the Waterfront"
and "From Here to Eternity" the two previous
years In what he modestly calls "lucky
guesses" . Nesti's Spa, familiar lunchroom
on Filmrow for the last 25 years, has moved
from 43 Church St. a couple of doors down
to 35 Church on the other side of the Allied
Artists exchange. Chris Dushku, owner of
Nesti's for the last five years, has added new
equipment to his recent aquisition. His former
space is being razed to make way for
the new Columbia building.
The entire Boston Red Sox baseball squad
will attend the Great Heart Award banquet
honoring Archbishop Richard J. Cushing May
26 at the Imperial Ballroom of the Hotel
Statler, it was announced from Sarasota, Fla.,
by General Manager Joe Cronin and Manager
Mike Higgins. The Red Sox play the Washington
Senators at Fenway Park that afternoon.
The Great Heart Award is presented
annually by the Variety Club of New England,
sponsors of the Jimmy Fund with the
Boston Red Sox. It is given to the individual
who has done the greatest amount of good
for the greatest number of people in this
area. Others who have received this outstanding
award in previous years are Registrar
of Motor Vehicles Rudolph King in
1954; Walter Brown, 1953; Dr. Sidney Farber,
1950, Jim Britt, 1952; Martin J. Mullin, 1951;
Murray Weiss, 1948 and Joe Cifre, 1949.
The fourth personage connected with UA's
"Alexander the Great" to meet the Boston
press is Barry Jones who plays Aristotle in
the film. He arrived in town for a two-day
visit for radio and TV appearances and a
press luncheon at the Ritz Carlton where
he was squired around town by Joe Mansfield,
UA publicist. The others were Ramsay
Ames, who has a featured role; David Ballard,
the giant who represeated Alexander,
and David Pfolkes, who designed the costumes
for the film.
Maurice "Bucky" Harris, film press agent,
has been named publicist for U-I in New
England, including the Boston and New
Haven branches. From a family of show
people, he started in the industry in the early
1920s and has held down such varied positions
as assistant advertising and publicity
director of the Roxy, New York; publicist for
Columbia Pictures, RKO Pictures and theatres
until he joined U-I in 1948. He estimates
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BOXOFFICE :
: April 7, 1956

. . Doug
AA)
. . Outdoor
. . Pending
that he has traveled more than 1,000,000 miles
during his press agent career and is now content
to live within the confines of New England.
He and his wife have purchased a
house on Cape Cod, where he spends his
weekends. His father, the late Joe Harris,
had an independent film exchange many
years ago. At present Harris is working on
U-I's "Toy Tiger," setting up exhibitor
screenings and sneak previews throughout
this
territory.
Louis Richmond, owner of the Kenmore,
has named Jaseph DeCarlo as manager, replacing
Al Donovan, who resigned. DeCarlo
ha.s been manager of Richmond's two smaller
theatres, the Uptown, Lynn, and the Orpheum,
Somerville, and was assistant manager
at Loew's Orpheum under James Tibbet
ts. When the vacancy occurred at the Kenmore.
Richmond contacted DeCarlo for his
ace showcase. He started his new assignment
March 19, the day of the worst blizzard this
city has witnessed in many years.
HARTFORD
pred K. Greenway, manager of Loew's Palace,
has returned to his desk following a
lengthy bout with illness. Assistant Zigmunt
Rossiliano and Jack M. Keppner, student
assistant, displayed a brilliantly colored "Welcome
Home!" sign over Fred's office. The
phone rang with many messages from friends
in the trade . Amos, general manager
for Lockwood & Gordon Enterprises,
was in Winsted, checking on remodeUng plans
with Mrs. Hazel Plorian of the first run
Strand. An April 5 reopening was planned.
Although she has long since abandoned
acting plans for herself, Mrs. Joe Dolgin.
wife of the Pine Drive-In film buyer-booker,
continues to participate in group dramatic
activity. Her latest venture is directing the
Yiddish Dramatic Group of the Hartford
Jewish Community Center in a production of
Sholom Aleichem's one-act comedy. "A
Doctor." Some years ago, Helene starred in
amateur dramatic presentations at Avery
Memorial.
B'nai B'rith of Hartford is taking over the
4.200-seat State for a boxing show on April
17 . . . Knights of Columbus, Windsor Locks,
sponsored an afternoon and evening showing
of "Miracle of Fatima" at the Rialto there
through arrangements by Alfred Alperin.
The Bristol Red Cross sponsored an afternoon
and evening showing of "The Robe,"
at $1.10 top. at the Cameo in that city. Dennis
J. Rich made the arrangements . . . Arthur
T. O'Brien of the Webb at Wethersfield has
added the line "free parking" to his theatre
signature cut in daily newspaper ads . . .
Chet Philbrook of the Meadows Family Drive-
In moved his family from Warehouse Point
into a new home in East Hartford.
YOU'RE ASSURED OF
SATISFACTION
SPECIAL
TRAILERS
- WHEN YOU ORDER
FROM _^ J
FILMACK
Meadows Airer Joins
Hartford First Runs
HARTFORD — Official start of spring
marked resumption of a first run policy at
the 2,070-car capacity Meadows Drive-In.
This move means a total of eight first runs
here, a figure not duplicated in many metropolitan
centers in the 250,000-plus population
category.
(Average Is 100)
Allyn Invasion of the Body Snatehers (AA); Indestructible
Man (
Art—Doctor at Sea (Rep),
115
2nd wk 130
E, M. Loew— Picnic (Col), 4th wk 140
Meadows Dnvc-ln Red Sundown (U-l); KeHles
in the Ozorks (U-l) 100
Palace Anything Goes 120
(Para)
Parsons—The Lodykillers (Cont'l) 115
Poll The Conqueror (RKO) 1 05
Strand—The Man With the Golden Arm (UA), 3rd
Boston Theatres Dig Out
After Third Big Snow
BOSTON — A third snowstorm arrived
March 24 to kill the day's business in
downtown theatres although the neighborhoods
reported a surprisingly good attendance.
A clear Sunday, however, brought out
patrons all over the territory.
Asfor I'll Cry Tomorrow (MGM), 3rd wk 120
Beacon Hill Diobolique !UMPO), 5th wk 90
Boston Cineromo Holiday (SW), 30th wk 85
Exeter Street— Doctor at Sea (Rep), 3rd wk 85
Kenmore The Night My Number Came Up
(Confl), 3rd wk 85
Memoriol—Carousel (20fh-Fox), 5th wk 85
Metropolitan Mister Roberts (WB), Rebel Without
o Cause (WB) 85
Paramount and Fenway Invasion of the Body
Snotchers (AA), Indestructible Man (AA) 125
State ond Orpheum Forever Darling (MGM); Fury
at Gunsight Poss (Col) 80
"Cry' Hits 200 Per Cent
At Providence Loew's
PROVIDENCE— Still digging out after twin
blizzards, followed by a third major snowstorm
within an eight-day period, "I'll Cry
Tomorrow" staged a sensational stormrecovery
to hit 200 at Loew's State. Despite
threats of a fourth snowstorm of major
proportions, show^men were highly optimistic
over the sudden upsurge in business, which
saw all but one downtown first run doing
average or above in the face of the worst
March weather on record. With some roads
still in bad condition, filmgoers came out as
the sun shone in sufficient numbers to overcome
the bad start handed out by the
weatherman.
Albee Mister Roberts (WB); Rebel Without a
Couse ( WB) 1 00
Avon—Marty (UA) 100
Loew's Cry Tomorrow (MGM) 200
I'll
Majestic Carousel (20th-Fox) 1 00
Strond The Court Jester (Para), 2nd wk 80
'Marty,' 'Summertime' Duo
Takes New Haven Honors
NEW HAVEN—Playing in the home town
of Academy Award winner Ernest Borgnine,
a revived "Marty" did the week's best business
even though it has had numerous past
showings here. Elsewhere, patronage was off.
College Morty (UA); Summertime (UA) 200
Paramount World in My Corner (U-l); Red Sundown
(U-l) 70
Poll—The Man Who Never Wos (20fh-Fox); fury
at Gunsight Pass (Col) 95
Roger Shermon Mister Roberts (WB;) Rebel
Without o Cause (WB) 90
Olivier in 'Devil's Disciple'
Sir Laurence Olivier will star with Burt
Lancaster and Montgomery Clift in the
Hecht-Lancaster production, "The Devil's
Disciple."
FALL RIVER
Otoreophonic sound equipment was installed
at the Durfee Theatre for "Carou.sel,"
which opened Saturday. Manager Paul
Slayer declared the stereophonic sound increases
the .sound wave cycles from the ordinary
8,000 to between 12,000 and 15,000. The
highs, lows are thus easily picked up by the
human ear. he explained . state
supreme court action, the four-reel "Garden
of Eden" has been placed in custody of the
clerk of courts by superior court Judge Harry
Kalus. Benjamin P. Rogers, 61, of Brookline,
and Antone Moiiiz, 35, of Fall River, who were
found guilty of presenting an immoral show,
will take the case to the supreme court.
A petition objecting to the construction of
an outdoor theatre in the Tucker street area
here was filed at a recent meeting of the
city council, and the plea was referred to the
planning board which is considering the
project. About 70 names of area residents
appear on the protesting plea, which terms
the theatre project a noise nuisance and traffic
hazard.
.
A life membership in the booth Local 424
has been presented to George H. Sullivan,
president and business agent, at a dinner
honoring him ... A banquet at which music
personalities of the area were guests preceded
the showing of "Aida" at Paul Slayer's Durfee
Theatre. John McAvoy of the Empire was
among the guests theatres of the
area, located in Westport, Dartmouth, Somerset
and Pairhaven have reopened their doors
after having been compelled to close for several
days by the recent blizzards . . . Mrs.
William S. Canning, chairman of the Fall
River Country Club women's committee, is
planning a schedule of games to start soon.
m.
^^ been a f
over 15 years
tails. Be sure
HOLLYW
3750 Oakton St.

. . Floyd
MfW HAVEN
pay Squer, salesman at U-I exchange
here for the last two years, has been promoted
to salesman in the Detroit branch, effective
immediately. Filmrow friends feted
him before his departure. Ray worked in the
J. Arthur Rank division at the home office
and as student salesman in Pittsburgh before
coming here. His successor has not been
announced.
Paul Klingler, assistant manager at Loew's
Poll, Waterbury, is back on the job after a
good
They add up to
pictures
comfortable
temperatures
"home-comfort" seating
and International
Theater Seats
when seating or reseating your
theater with Internationals, you
win two ways — in lower installation
costs because Internationals
are factory assembled and save
time and labor — and in maintenance
because all-steel construction,
hingeless seat suspension and completely
interchangeable seats and
backs require less maintenance.
For complete information on International
theater seats, write, wire or
phone —
"Doc" Faige,
Norpot Soles, Inc.,
1 13 West 42nd St.,
New York, N. Y.
Phone: BRyont 9-5055
matlonaC
SEAT
HY BODY COMPANY, INC..
•:;;J CiTY. IN.O).ANA
hospital stay and surgery ... Joe Shea, onetime
publicity man in the 20th-Fox New
York office, is company manager of the "Can-
Can" road show, which played a week here.
He found time to renew industry acquaintances
in this territory . . . The Rockarama
Record Rock & Roll .show, a stage package
which has the Chuckles and the Penquins in
its cast, will play 16 SW theatres in this
Massachusetts and upper New York in
state,
April. The company will play continuous
performances at each one-day spot, getting
a respite when a full-length feature goes on.
The package has been doing SRO business
elsewhere in the country.
lATSE representatives William Scanlon and
Walter Delhi came down from Boston to attend
the funeral of John O'Connell, a relief
stagehand here for more than 50 years. Delegations
from the Hartford, Waterbury and
Bridgeport locals were among the mourners.
International President Walsh wired his regrets.
18 . . .
A pairing of U-I's "The Creature Walks
Among Us" and "The Pi-ice of Fear" will
play 17 key situations around the state April
The same company sneaked "Toy
Tiger" at the downtown Paramount ... Edward
Connolly, recently discharged from
military service, where he had some motion
picture experience, has been hired as student
assistant at Loew's College.
Sonny Liggett and Thom Pouzen of Liggett
& Florin circuit, which books for eight
Connecticut theatres, were Filmrow visitors
. . . Irv Mendelson, UA manager, said demands
for "Marty" were so great after the
Academy Awards that 16 prints were in simultaneous
service in the southwestern part of
the state alone. Borgnine is a native of this
Matt Saunder, manager of Loew's Poll in
Bridgeport, was in to discuss forthcoming
campaigns with Division Manager Harry
Shaw Fitzsimmons, MGM's Boston
.
publicity man, aided Bob Carney, manager of
the Poll in Waterbury, with extensive promotion
for "Guys and Dolls."
Adorno and Saraceno File
Suits Against Each Other
HARTFORD—A rift between Connecticut
theatres owners Michael Adorno and Salvatore
Saraceno has come out in the open as
the result of two superior court suits.
Saraceno, on behalf of the Middlesex Building
Corp. filed suit for $3,083 back rent
allegedly owed by the M&D Theatre Operating
Co. He owns 50 per cent of stock in the
Middlesex Building Corp.
The following day, Adorno filed suit against
Middlesex Building Corp. for $4,500 damages,
claiming that amount is owed him on a $5,000
note taken out in November 1951 and which
has been in default since November 1953.
Saraceno is also associated in the M&D Theatre
Operating Co., which controls the Middlesex
and Palace theatres, first run situations
in neighboring Middletown. The Middlesex
Building Corp. owns the building In which
the Middlesex Tlieatre is located.
The Saraceno and Adorno interests are also
involved in control of the Capitol Theatre and
building in Middletown. The latter situation
has been closed for sometime.
John Agar will star in U-I"s
People," a science-fiction entry.
"The Mole
RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
Please enroll us in your RESEARCH BUREAU
to receive iniormation regularly, as released, on
the following subjects for Theatre Planning:
n Acoustics
n Air Conditioning
n Lighting Fixtures
n Plumbing Fixtures
n Architectural Service
n Projectors
n "Black" Lighting
n Projection Lamps
D Building Material
n
n Seating
Carpets
n Coin Machines n Signs and ^larquees
n Complete Remodeling Sound Equipment
D Decorating
Television
n Drink Dispensers D Theatre Fronts
Drive-In Equipment D Vending Equipment
n Other Subjects
Theatre
Seating Capacity.,
Address
City
State
Signed
Postage-paid reply cards for your further convenience
in obtaining information are provided in The MODERN
THEATRE Section, published with the first issue of
eoch month.
BOXOFFICE April 7, 1956

^
'Cry/ 'Goes' Win Top
Toronlo Grosses
TORONTO—The Easter season opened
with unfavorable weather, winter talcing what
was hoped to be a final fling, but the theatres
cashed in nicely. The leaders were
"Anything Goes" at Shea's and "I'll Cry
Tomorrow" at Loew's and the Uptown. The
one holdover, "Carousel" at the Imperial,
was strong in its second week.
(Average Is 100)
Eglinton, University—Mirocic the Rain (WB). 30
in 1
Hyland The Lodyliillers (JARO) 25
1
Imperial Carousel (20fh-Fox), 2nd wk 135
Loew's, Uptown I'M Cry Tomorrow (MGM) 150
Nortown Picnic (Col) 110
Odeon The Lieutenant Wore Skirts (20th-Fox) 30
1
Sheo's Anything Goes (Para) 50
I
Towne Geordie (British) 125
'Carousel' Opening Good
At Vancouver House
VANCOUVER—Holy week, and a combination
of cold and wet weather gave the theatres
a tough time. "Carousel" was the leader,
but did not do the business expected. Most
exhibitors here are of the opinion that CS55
is not enough different from Cinemascope
to cause purely technical boxoffice booms
such as followed the production of "The
Robe." "Richard III" was in its third week
at
the small Studio, doing fair business.
Capitol Carousel (20th-Fox) Good
Cinema The Rose Tattoo (Para), 2nd d.t.
Orpheum The Lost Hunt (MGM) ...... ........ Fair
Paradise-Circle-Olympia Morty (UA) Fair
The Man With the Golden Arm (UA),
Plaza
3rd wk
Foir
Strand I'll Cry Ath d.t.
Tomorrow (MGM),
wk
Average
Studio Richard III (IFD), 2nd wk Fair
Skirts
Vogue The Lieutenont Wore
i20th-Fox), 2nd wk Moderate
Ottawa Winner Named
In Oscar Contest Quiz
OTTAWA—Excitement prevailed at the
Odeon when Manager Jim Chalmers, in behalf
of the Ottawa Theatre Managers Ass'n, conducted
the stage program to determine the
final outcome of the Name the Oscar Winners
contest for which 15 participants had provided
perfect answers. All had a chance for the
all-expense trip to Hollywood for two persons.
Originally, it had been announced that 13
competitors had tied for first place, but two
more were found in a recheck of the 40,000
ballots.
The tie was broken by a quiz test on motion
pictures and it took 45 minutes of questioning
before the winner emerged in Gordon Stoneham.
29-year-old bachelor, who was able to
answer that "The Continental" in "The Gay
Divorcee." produced in 1934, was the first
song to receive an Academy Award.
The contest, sponsored by Walker's Bread
and local theatres, was an unqualified success,
according to President Don Watts of
the managers association. All told, 22 prizes
were distributed.
Picket London Drive-In
TORONTO—The issue between projectionists
unions and drive-in theatres over the
employment of union operators has spread to
London where International Local 105 is
picketing the Twilite. Proprietor Bernie
Kostuik contends he is not required to hire
a union man for the booth because he himself
is the licensed projectionist. The union and
the Windsor Drive-In are at odds for the
same reason, the proprietor also being the
projectionist.
Locai 348 and Circuits
Sign New Wage Pact
\;ini'ouvt'r—Tlie threatened strike between
100 British Columbia projectionists
and Famou.s Players Canadian and Odeon
Theatres circuits has been averted witli
settlement of contract disputes after six
months of ncg:otiation. The settlement
came just one day before the scheduled
strike deadline March 31.
The projectionists, members of Local
348, man the machines in British Columbia
mainland houses, except one at
Nanaimo on Vancouver Island and ten in
Victoria, which have contracts with another
union. Main points of dispute were
severance pay in converting to one-man
booths, wage hikes and a pension plan.
Alliance-Astral Unite
Distribution Work
MONTREAL—A joint announcement by
J. L. Smith, president of Alliance Films; I. H.
Allen, president of Astral Films, and Jerry H.
Solway, secretary-treasurer of Astral, announced
the two Canadian companies have
merged their distribution operations. Each
company will retain its identity and will
continue to handle its existing franchises.
Additionally, a new company, the name of
which will be announced soon, is being
formed under joint ownership of Smith and
Allen. All future franchises and new product
will be acquired under the name of the new
company. The announcement said personnel
in the branches across Canada will remain
about unchanged. At Montreal, Ted Atkinson
will remain in charge.
Robert C. Harvey, 55, Dies;
Niagara Falls Manager
TORONTO—Robert Cochrane Harvey. 55,
manager of the Odeon Capitol at Niagara
Falls, Ont., since last January, died at the
Greater Niagara General Hospital there following
a heart attack.
Before going to Niagara Falls, Harvey was
a district supervisor in a large Ontario area
out of the Toronto head office of Odeon Theatres.
He had been identified with the industry
for 30 years, originally with the
Gaumont-British chain in England before
coming to Canada eight years ago. Born in
Glasgow, he was a Mason and a member of
the Presbyterian Church. He is survived by
his wife, three sons and four brothers, three
of whom are in Scotland and one in Australia.
Censor in Alberta Bans
Exhibition of The Bed'
EDMONTON, ALTA.—The Alberta government
censor P. J. Fleming has banned exhibition
of "The Bed" in the province on the
grounds that the picture "would lower the
moral standards of those who see it.
"The sympathy of the audience should
never be thrown on the side of crime, wrongdoing,
evil or sin," he said.
Fleming also barred the film, "Shadows
Over the World," which he termed a propaganda
film directed against the western
democracies.
One Censor Board Plan
Lauded in Ontario
TORONTO—O. J. Silverthorne, chairman
of the Ontario censor board, this week echoed
sentiment from censor leaders in Manitoba
and Saskatchewan, saying that "personally"
he'd like to .see one national film censorship
board.
First suggestion of a national board of
censors came this year from M. V. B. Newton,
Manitoba censor and C. L. Shuttleworth,
minister of utilities there.
The idea came up again recently in the
Saskatchewan legislature when C. C. Williams,
minister of labor, said there were too many
censor boards in existence in the Dominion.
Williams charged in his report that provincial
censors are played against each other
by film company representatives, who
"lament the amount of money they will lose
and who claim that censors of other provinces
have passed the same picture or that most
of the states have passed it"
Williams suggested two national censor
boards, one for the east and one for the
west. He said he believed it doubtful that
Quebec would enter the plan, since in Quebec
children under 16 are not allowed in theatres
at all, and since the Quebec board
generally bans pictures containing references
to
divorce.
Locally, Silverthorne said he thought that
one censor board would suffice, adding:
"We always seem to be excluding Quebec
in our thinking. Why shouldn't we find
common ground with Quebec as well?"
TORONTO
l^anager Bill Burke of the Brantford Capitol
has organized the Tonto Fan Club for Jay
Silverheels. the local Indian who rides with
the Lone Ranger. When "Tlie Lone Ranger"
played the Capitol. Burke staged a "Jay Silverheels
Night" when he had Tonto telephone
to the theatre's stage from Hollywood. Features
included a beauty contest for girls from
the Six Nations Reservation, Indian band concert
and Indian dances . . . "Marty" was held
by the Aliens for a second week at the Hollywood.
Pi'ints of the picture were in great
demand for return runs around Ontario. At
Ottawa, for instance, Morris Berlin got a run
of nine days at the Somerset with "Marty"
after several local previous runs. At St.
Catharines, Manager A. Rosenberg at the
Centre could not book the picture until April
5. but put on a special advance campaign
after the Awards night.
Manager Mike King of the Nortown had
"Picnic" as his Easter Week attraction but,
because of the school holidays, he had "The
Fuller Brush Man" as the matinee feature
Monday through Pi-iday . . . Jim Harrison,
promotion supervisor with Sam Fingold's National
Theatres, has gone over to the new
Regional Theatre circuit, subsidiary of Canadian
Odeon which has absorbed most of the
National units, thus following Ralph Dale,
now general manager of RTC.
Ted Downey of the Royal, Guelph, is getting
nice publicity in the Daily Mercury by donating
guest tickets as prizes for the "I Saw
..." column for which readers are invited
to send in brief reports of unusual happenings.
The column appeals each day.
BOXOFFICE :
: April 7, 1956 83

. . . President
. . Jim
. . Application
. . May
VANCOUVER
^deon circuit is setting up theatre combinations
in the Vancouver ai-ea, teaming the
Vogue and Odeon at New Westminster and
the Odeon at West Vancouver on first run
pictures, and the Park, Fraser. Olympia. Plaza,
.
Circle and Odeon in North Vancouver on second
runs . Webster, former assistant
at the Capitol, now is at the Vogue in the
same capacity, replacing Bryan Peaty, who
now is in California. Lenny Thomas, a newcomer
to show business, is student manager
at the Vogue . . Earl Barlow, former manager
of the Alma, now closed by Famous
Players, is
a car salesman with Collier's here.
The Victory, Saskatoon, closed for a month
for redecorating, is operating again . . . Bert
Nixon, owner-manager, has reopened the 429-
seat Fox Theatre, Victoria . . . The Paragon,
Melville, is presenting live entertainment in
addition to its film programs . . . Jack Stewart
of the Dominion floor staff is a member
of the British Columbia Electric Quarter Century
Club, which now has a membership of
1,545 . . . Charlie
Doctor, manager of the
Capitol, has moved into his new home at
Cypress Park, West Vancouver.
The Lux, in the skidj-ow section, was the
victim of a burst water main, which flooded
the theatre. The house was closed for repairs
of the Calgary Film Board of
Trade is Bob Cringan, 20th-Fox. Harry Paynter,
RKO, is vice-president, and Cecil Brown,
Empire-Universal, is secretary for 1956 . . .
Juvenile troublemakers, vandals and petty
thieves are on the prowl in the capital city,
Victoria. Plaza Theatre doorman Herbert
Baskerville was slugged and gouged on the
nose and his eye glasses were smashed by
teenage thugs. The Odeon Theatre also was
raided by juveniles.
The film censorship problem has reached
into the federal house in Ottawa, where a
western Canada member has proposed two
censor boards, one in eastern aird another in
western Canada, to correct a "complicated
situation." He said the National Film Board
Orders are being
placed
very fast.
Write, phone or wire
for prices . . . NOW
->ilL RICE & (JO.,
^•il\ Conoda BtiiHing
might take the lead in the attempt to eliminate
the ten censor boai-ds across the Dominion
. has been filed in supreme
coiu't to halt proceedings on a 6-year-old perjury
charge. It was made by Oscar Jorgenson,
motion picture engineer. The charge
concerns a fire in an eastside motion picture
studio operated by Jorgenson.
Repeal of the amusement tax on all admissions
of less than 35 cents was announced by
the provincial secretary of Alberta. The reduction,
he said, would benefit children and
students. The former tax amounted to one
cent on admission prices up to ten cents and
two cents up to 30 cents. Exhibitors reported
there are not many theatres in the province
chai-ging 35 cents and under. Tax is three
cents on 36 to 37-cent tickets . . . The 150-seat
Frontier, only house in Frontier, Sask., a
farming community, was destroyed by fii-e.
The theatre had been operated by the Board
of Trade.
Some western Canada exhibitors are using
bingo as an addition to regular fUm programs,
with top results. In a number of cases,
it has kept the theatre from going dark. Over
35 houses in the thj-ee prairie provinces now
are using bingo. It has not appeared in British
Columbia to date, although exhibitors in
the gi-assroot section of the province may use
it. Some of the prairie showmen are using
bingo in cooperation with local service clubs.
Howard Boothe, district manager of Audio
Pictures, and MajTiard Joiner, supervisor for
Famous Players, have more in common than
their long cai-eers in motion picture business.
They are friends, Rotarians and play golf together.
Boothe phoned Joiner recently to arrange
their first spring golf battle. The latter's
son answered the phone and said, "Dad
said to take a number, as he is watching TV."
When Boothe recovered, he bellowed back.
"Get your dad on the phone. He just said a
dirty word—TV" . 21 has been declared
a holiday by the British Columbia government
for Victoria Day.
>yoar Exclusive Western
PROJECTION
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Branch Office:
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RKO Seeks to Buy Interest
In Canada TV Station
OTTAWA—A move on the pai-t of a film
distributor to enter the field of television in
the Dominion was disclosed at a public hearing
here of the boai'd of governors of the
Canadian Broadcasting Corp. which controls
the licensing and operation of stations in the
Dominion.
Application was made for the transfer of
common shares, representing a one-third interest,
in the Western Ontario Broadcasting
Co. to RKO Distributing Corp. of Canada,
Toronto, a division of RKO Pictures Corp.,
New York.
The Western Ontario Broadcasting Co.
operates station CKLW-TV at Windsor, Ont.,
as well as the radio outlet CKLW at Windsor.
The proposed transfer involves 3,781 shares
of stock.
No immediate decision was made because
the customary procedm-e is for the CBC governors
to make recommendations to
the federal
government. It is interesting to note
that the application was made by Harry Sedgwick
of Toronto, a onetime headoffice executive
of Famous Players Canadian Corp.
Famous Players holds a 50 per cent interest
in television stations at Kitchener, Ont., and
Quebec City.
Sunday Midnight Shows
Held in Ottawa Easter
OTTAWA—Easter Monday (2)
having been
declared a holiday by the Canadian government
for the civil service, and with the banks
and other establishments closed for a long
Easter weekend, a number of local exhibitors
held Sunday midnight shows with the permission
of civic authorities.
No midnighters were held Good Fi-iday because
of its religious ob.servances, although it
was a general holiday thi-oughout Canada.
No midnight performances were permitted
at Toronto under the local police bylaws for
either Good Fi-iday or Easter Monday. The
next late show night in that city will be
Empire Day, May 21.
In Ottawa, on Easter Monday morning the
Famous Players Capitol staged its annual
Easter Cartoon Carnival, which is one of the
most successful juvenile shows of the year,
under the direction of Manager T. R. Tubman,
with the overflow going to the Regent,
where Bill Cullum is in charge.
The Ottawa theatres with owl performances
included the Centre. Elgin. Rideau, Francais,
Easlview and Somerset.
Eight FPC Houses Teamed
For 'Hours' Show of Week
TORONTO—Famous Players Canadian had
"The Desperate Hours" as the Show of the
Week at eight Toronto units, the maximum
for this combination. The theatres were the
Alhambra. Beach, Capitol, College, Palace,
Parkdale, Runnymede and St. Clair.
Pour Odeon suburban units, Danforth, Fairlawn.
Humber and Colony, joined with the
downtown Odeon in the playing of "The
Lieutenant Wore Skirts."
Six Bloom & Fine units teamed for "To
Catch a Thief." They were the Prince of
Wales, Parliament, Vaughan, York, Bellevue
and Beaver.
Title for "Star Light, Star Bright," a Universal
film, is now "Star Light."
BOXOFFICE :
: April 7, 1956

. . Sam
. . Manager
MONTREAL
pmerson S. "Torchy" Coatsworth has been
appointed assistant general manager of
Motion Pictures for Television, Ltd., it was
announced by T. Alex Metcalfe, general manager,
effective April 17. He will be chiefly
concerned with the expanding television
operation of MPTV. For two and a half years
Coatsworth was film procmement officer for
the TV film service of the Canadian Broadcasting
Corp. Prior to that, he wa^ Toronto
press and information representative for the
CBC for 15 months, served in the RCAF during
World War II and was awarded the Distinguished
Flying Cross, was with the National
Film Board two years, and with the J. Arthur
Rank Film Distributors of Canada in publicity
and public relations work four years.
MGM hosted exhibitors, press, radio and TV
officials at the York Theatre Tuesday at
a screening of "Meet Me at Las Vegas." Response
to the film was enthusiastic. Bill Guss
of MGM disclosed that "Guys and Dolls" had
a record run of 12 weeks at the Seville here.
The film now goes to Quebec City for its
district premiere at the Cai'tier , . . The
gigantic St. Lawrence seaway development
and the Stratford Festival were featured at a
film premiere of the Greater Montreal Film
Council. The showing took place at the National
Film Board Theatre. "Bottleneck" illustrates
the St. Lawrence project with emphasis
on some of the construction problems
and the effect of Canada's economic future.
The awai-d-winning film, "Stratford Adventure."
a color production by NFB. also was
shown. Also shown were two other films, one
on music appreciation entitled "Beethoven to
Boogie," the other, "London's Country," produced
by British Transport Films.
Film Exchange people in great number
traveled out-of-town for the long Easter
weekend. Dorothy Holtzman of Warner Bros.
was a visitor in New York, taking in the
Easter parade there. Mrs. Jeannine Gaboury
of Quebec Booking, motored to New York with
her husband. Guy Day, accountant at Montreal
Poster Exchange, also traveled to New
York City. Jean Burrows of 20th-Fox went
to Morin Heights in the Laurentians. Bob
Stein and Allan Kucin, auditor from New
York, went to St. Jovite.
Joseph PoUon, manager of International
Film Distributors 16mm division, is a new
subscriber to BOXOFFICE . Kunitsky,
UA manager, appeared on television on the
evening of the Academy Awai'ds in Hollywood
from the United Amusement Corp.'s Cartier
in conjunction with the opening of "Marty"
there. The following evening Kunitsky was
interviewed by the Victoriaville, Quebec, radio
station, in connection with the premiere of
"Marty" at the Victoria. Owner of the Victoria
is Motion Picture Pioneer U, S. Allaire. Both
EVERYTHING FOR THE THEATRE
MOTIOGRAPH Equipment
Complete lin« factory ports
mak« of
EXPERT REPAIRS |ecton|_|
We Sell end Service
Theatre Chairs, Rectlfkra, Arc Lamps,
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BOXOFFICE
A
SHARP S THEATRE SUPPLIES, Ltd.
engagements were reported very successful
by Kimitzky, who traveled to Quebec City
and Victoriaville in the company of Morey
Hamat. UA's sales representative.
William Robinson, booker at United Amusement
Corp., is on sick leave . . . G. R. Harnett,
sales manager for Warner Bros, in Toronto,
was a visitor to Montreal's Pilmrow . . . Two
features released by International Film Distributors
are meeting great success. "The
Sheep Has Five Legs," starring Fernandel,
ran for two weeks at the Avenue and "Richard
III" had an extended four-week run at
the Kent, both UACL outlets . . . The merged
Alliance Films-Astral Films announced for
immediate dating two Superscope productions,
"The Day the World Ended" and "The Phantom
From 10,000 Leagues."
"Oklahoma!" will be shown soon at the
Alouette here on a reserved-seat basis, with
two shows daily during weekdays and three
shows on Saturdays. The announcement has
not indicated anything about price yet . . .
Filmrow visitors include: A. St. Germain of
the Regal: Paul Desjarlais of the Brandon of
St. Gabriel de Brandon; Gerard Langevin of
the Tracy, Ti-acy. and of Cine-Film, Pierreville;
R. Grenier of the Meteor of Dolbeau,
and A. Drapeau of the Crystal, Forestville.
Price Break for Teenage
Patrons in Muskogee
From Southwest Edition
MUSKOGEE, OKLA. — Charles Procter,
manager of the Broadway Theatre Co., has
announced a new price policy for Muskogee
teenagers. Prices at the Ritz, Roxy and P&M
and 64 drive-ins will be reduced by half for
children between 12 and 17 who hold "movie
discount" cards. The cards, which cost a
dollar, entitle the holder to reduced admissions
for the rest of the year.
"Teenagers and parents have repeatedly
sought some special consideration for older
children," Procter explained. "They have felt
that an intermediate charge between the
child and adult admissions would be justified
for the teenagers." Procter said that the
dollar fee covers cost of processing the individual
identification card, including a
plastic
holder.
Application blanks are available at all theatres
and drive-ins and in the local newspaper.
Applications must be signed by parents
certifying the age of the teenager. They must
be submitted in person to the Broadway
Theatres office or at the boxoffice of the Ritz
Theatre.
Plans Go Forward for New
Theatre in Penticton
PENTICTON. B. C—Word has been received
from Frederick Steffin of Edmonton
that he has sent the plans of the new theatre
to be buUt by him on Martin .street here
to the B. C. fire marshal for approval.
Steffin says that as soon as they are approved
he will proceed to construct the new
building.
The new theatre is to be called the Pen-
Mar after Penticton and Martin street, and
construction was expected to start within a
few weeks.
Closes at Alvinston, Ont.
ALVINSTON, ONT.—The Coro Theatre
here has been closed by its proprietor. Jack
Cope. He gave "lack of patronage" as the
reason for closing the house.
OTTAWA
J^anager Emie Warren of the Elgin got
exactly five weeks with his engagement
of "Picnic." The new picture for Easter was
"Cockleshell Heroes." For the Easter Monday
midnight show, the Elgin patrons obtained
an advance view of "The Man With the
Golden Ai-m" ... To start his campaign for
"On the Tlireshold of Space," Manager Jim
Chalmers of the Odeon conducted an invitation
screening of the picture on Sunday at
the theatre.
Although the weather has been very much
against drive-in openings in the Ottawa Valley,
what with late-season blizzards, the Auto-
Sky Di-ive-In got in ahead of the game by
presenting a free ticket to each car driver at
the formal opening of the Carlingwood suburban
shopping center at Ottawa. The Auto-
Sky is a Ben Freedman operation . . . After
appearing a week at Fi-ed Leaven's Elmdale,
Carson the Hypnotist moved over to the
Somerset, owned by Morris Berlin.
Officers of the newly formed Manitonna
Pictures Corp. at Gananoque. Ont., are president.
Melburn E. Turner: vice-president, Gerald
Scott. Gananoque newspaper publisher:
secretary. Jack Cliff, lawyer, and treasurer,
Gerald Woodley, former mayor of Gananoque.
Turner, who is a graduate of the University
of Western Ontario, and his wife Lillian have
two feature-length pictures to their credit,
"Etienne Brule," which is in the French language,
and "The Little Canadian."
The Canadian Film Institute, of which
James A. Cowan is president, has arranged to
present a brief on TV films to the government-appointed
Royal Commission on Broadcasting
which will open its hearings April 30
at Ottawa . William Parrent of
the O'Brien at Pembroke had two special
guests at the Saturday juvenile show which
featured a traffic safety theme. The stars for
the occasion were Joan Fairfax and Dick Mc-
Dougal of Toronto, both prominent on the
CBC television network. Pembroke Rotary
and the police department cooperated for the
matinee program.
Julie Adams was given one of the leading
femme roles in Universal's "Star Light."
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April
"TOPS" with Mr. Tanney
Because it Brings—
"Many, Many Satisfied
Customers"
Consistent advertising schedules in BOXOFFICE always pay BIG DIVIDENDS
because editorial content is planned to maintain high reader interest . . .
help
advertisers get BETTER RESULTS. Additionally, BOXOFFICE enables you to
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because it brings
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BOXOFFICE
;
7, 1956

t.auu>m£nt' • C^HceMiAH^ * mcu^ntltuvuxie.T
APRIL 7. 1956
There's tun for all in the carnival atmosphere of this playground at the South Twin Drive-ln Theatre, St.
Louis. Balloons and gaily colored pennants dramatize the kiddyland as well as the picnic and patio area.
featuring:
auarounds

.*
What?
'.
Sven a captive customer can ask questions
(and that's when you lose money!)
Intermission time is your big time to sell refreshments. You'd be surprised
how much valuable selling time your attendant can lose answering the question:
"What? No Coke?" The more times this question has to be
^«
answered, the more sales you lose!
That's why over 80% of all theatres selling beverages feature Coca-Cola.
You sell more people faster . . . get bigger volume . . . make more
profit. There's no question about it!
PROVED THREE WAYS: PROVEN PRE.STIGE - PROVEN PRE FE RENCE - PROVEN PROFIT

Resin Treated Diaphram
Screw Mounted Speaker Hanger
No rivets — easily replaced.
65.2 Cu. In. of Air Space
Speaker Cone Sealed
Against the Weather
Cones Are Treated
To Repel Water
Pressure Equalizing
Spring With Neoprene
Rubber Cushion
Speaker cannot jar off
mounting pins.
Reinforced Grill
Reinforcing bars offe
additional protection ti
speaker grill.
Aluminum Voice Coil
Metal Frame With
Center Arm
Supports outer cone so
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inner cone.
Air Space Between
Cones is Sealed
With Neoprene Rubber
Die-Casf Aluminum Case
Get Both Low Maintenance and Quality Sound
Dub'l-Cones give you far greater protection against damage and
weathering —
protection that means one to three years more service.
The outer cone, which protects the expensive inner cone, can be replaced
by removing only 2 case screws. No special tools. No glue. And it is
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with any other speaker and you'll agree with hundreds of other drive-in
owners who have installed Dub'l-Cones—a premium speaker.
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BOXOFFICE

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The Greenbrier is styled and decorated by Dorothy Draper, Inc. Installation of Heywood-WahrfirUI
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Typical of the superb comfort and convenience offered these guests
is the new auditorium where Heywood-Wakefield "Airflo" Rocking
Chair Loges are always a topic of conversation. The restful rocking
chair action and deep-down comfort invite complete relaxation.
In commercial theatres, too, the invitation to complete relaxation
is a strong inducement to steady patronage. Let your Heywood-
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HEYWOOD-
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The MODERN THEATRE SECTION

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The MODERN THEATRE SECTION

n t n t
Three Efficient Layouts for Playground Areas Claude Ahrens 8
A Symposium of Opinion on Successful Drive-in
Playground Management 12
Rotating Play Equipment 17
Glancing Through the Play Equipment Catalogs 18
Exhibitors View New Drive-In as Unique Kitty Harwood 22
New Playground Installation Boosts Concessions Sales 25
Miniature Trains a Potent Boxoffice Lure 27
Tape Recordings Do a Sales Job 28
Swimming Pools Gain as a Draw for Drive-ins David C. Simonson 30
Thrillarama Is Designed for Every Theatre Conley G. Cox 32
Sound Systems for Medium-Size Theatres 34
Lighting Techniques to Enhance the Drive-ln 35
It Pays to Give New Concessions Items a Try 41
Theatre Tradeshow International in Scope 43
Promoting Theatre Attendance Sure Way to Increase
Concessions Sales 48
Exhibitors Warned Against Overpricing Popcorn 52
Million-Dollar Theatre Is Heart of New Center 56
Glamor Treatment for Neighborhood House 60
Theatre Maintenance Questions and Answers Dave E. Smalley 62
Projector Maintenance and Servicing Guide Wesley Trout 64
Letters From Men in the Booth Doug Frazee 76
The Budget—A Handy Tool to Avoid Periodic Crises. ...Harold Ashe 78
DEPARTMENTS:
Refreshment Service 41 Literature 79
w, c .. j
New Equipment and
Projection and Sound
'
64
Readers' Service Bureau at 74 Developments 80
Advertising Index at 74 About People and Product
ON THE COVER
Although the large, attractive playground at the South Twin
Drive-In Theatre, St. Louis. Mo., is equipped with a number of
mechanical rides there is no charge for any of them. The Wehrenberg
circuit believes the value of the playground to the theatre
would be lost if it were not free.
Ms HAS so irequently been
said, whenever drive-in exhibitors get
together at national conventions, "what
will go in one situation or part of the
country won't go in another." However,
alert theatremen are openminded,
and quick to give an idea that
has proved successful for another exhibitor
a thorough try. It is this constant
experimentation in patron services and
general operation that is largely responsible
for the rapid development of
the outdoor theatre.
The above is just as true of the drivein
theatre playground as of the concessions
or any other department.
In this issue is a report of exhibitor
thinking and experience on the various
facets of playground operation,
gleaned from many sections of the
country. The report runs the gamut
from the best time of opening the playground,
the most popular equipment,
adult recreational facilities, whether or
not to charge for playground facilities
and the effect on concessions business,
to new ideas to be tried out this year.
Exhibitors have learned the value of
the new ride or play device to maintain
the interest of the children in coming
to the drive-in. There are some
really new pieces of equipment on the
market this year, presented herein.
A new idea which has been successfully
tried by a circuit is the rotation of
special mechanical rides among its
its
theatres to provide the new ride. A
similar idea has been projected by an
independent exhibitor—to form such a
pool among four or five independents.
The proper layout of the drive-in
playground equipment achieves safety,
attractiveness and economy of operation.
Plans for three types of ground
layouts are presented in this issue, together
with reasons for the particular
placement of equipment.
.. THATCHER, Managing Editor
of BOXOFFICE IS included in the first issue of each month.
„-,^ ,. „ - _ -resDondence should be addressed to Associated Publications,
825 Von Brunt Blvd., Kansos City 24, Mo. Ecstern Reoresentative: A. J. Stocker, 45 Rockefeller
Plaza, New \'ork 20, N. Y.; Central Representatives: Ewing Hutchison and E. E. Yecit
35 Eost Wacker Drive, Chicago \, III.; Western Representative: Bob Wettstein, 672 South
Lafayette Park Place, Los Angeles 5, Calif.

Jl'iB?^^?^
THREE EFFICIENT LAYOUTS
FOR PLAYGROUND AREAS
Recommended Equipment, Surfacing, Fencing
'
->-»««-"-."-
' ' ''''
i
'''^k..J i)» HMi(Wpi|p |||
No. 1 Recommended playground installation for a location in
front of drive-in screen fewer, suitable for a 400 to 700-car theatre;
approximate cost $6,500. for a 350 to 400-car situation, the ferris
wheel and gliders could be eliminated, reducing the cost to around
$4,000. in that case, the pony ride is more nearly centered, and the
climber moved to the glider location. Photo showing colorful fencmg
L. and equipment taken at E Pack's drive-in, Fort Worth, Tex. A
is similar installation at his theatre in Dallas. Pack says, "At these
two theatres our playgrounds have become almost as popular as
the picture itself. We are highly pleased with them "
The MODERN THEATRE SECTION

By CLAUDE AHRENS*
We feel that a
properly planned
playground is almost
as essential to the
continued success of a
drive-in theatre as
the movie itself! And
the letters received
from drive-in theatre
managers all over the
country prove our
contention. I have
seen a bankrupt
drive-in develop into
a thriving business
with the addition of
proper playground
facilities. It's not surprising,
either, when
Claude Ahrens
you consider the tremendous psychological
effect an adequate playground has in
stimulating business. With a proper playground,
the drive-in is considered a family
entertainment center. You enjoy that big
advantage over every other type of entertainment,
namely, diversion for the entire
family. Yes, except for the drive-in theatre,
an evening of entertainment for the
entire family is hard to find. Once you
install a playground, you can put a lot
of effort behind this distinctive strong point exciting and colorful equipment in a pleasing,
your favor.
in
attractive environment.
We know that a playground which has
been properly installed and laid out with
To achieve safety and showmanship in
your playground requires a great deal of
the showmanship of a theatreman, will return
planning and foresight. If you're planning
its cost many times over the life of a new playground you should buy a com-
the equipment. Since most of the playground
plete playground installation in one "pack-
activity takes place around the age." Your various pieces of equipment
dinner hour before the show starts, it's a will usually be coordinated with one another
very appealing idea to enjoy dinner at the
and will blend into a harmonijus
drive-in. If this idea is promoted properly, scene. This not only adds to the showmanship
increased concessions receipts alone will
of your playground but also enables
usually offset the cost of a playground in-
you to plan your playground properly for
the utmost in safety. You can better place
stallation in one season. A hand.some increase
in net profits, plus the tremendous
boost in public relations and community
acceptance, makes a playground a necessity
for a successful operation.
In planning or improving a playground
for your drive-in theatre, safety and showmanship
must be the primai-y considerations.
Safety, on the one hand, appeals
primarily to the parents. Mom and dad
are out for an evening of fun and they
don't want to spend it worrying about the
welfare of their children. Showmanship on
the other hand, primarily attracts the
children. Drab, colorless, conventional
equipment can usually be found at any
park or school ground. When the kids
come to the drive-in. they expect new.
"Mr. Ahrens is president cle Equipment Co.
the equipment in positions where it will be
easy to maintain good traffic control.
In planning your playground, don't overlook
surfacing. You can provide the safest
playground equipment but you cannot control
the children's spills. However, you
should try to minimize the effects by providing
a soft surfacing to cushion the
falls. We feel that tamarack bark or fine
sand are the safest of all playground .surfaces,
with first preference going to the
former.
Fencing is another very important item.
Parents feel much more secure when they
know their children are confined to a certain
area. A fence helps them keep
track of their children, too. However, a
Continued on following
page
^^^
^
^^
Fc-eei

THREE PLAYGROUND LAYOUTS
Continued from preceding page
fence need not only be used as a means of
confinement. If you choose to make your
fence of pickets, paint each picket a bright
color in a certain order. You'll be surprised
how it adds to the attractiveness and eye
appeal of your playground. A more permanent
fence, like a chain Unk type, can be
made more appealing by attaching faii-yland
cut-out characters to it at regular intervals.
These are fabricated of 18-gauge,
cold-rolled sheets and each depicts some
fairyland personality. Yes, a fence is very
important for safety but you can see it's
easy to give it showmanship, too. In line
with this, you should also name your playground.
A name like "Mother Goose Land"
or "Kiddy Fairyland" takes your playground
out of the ordinary and makes it a more
imaginative place to play.
Now let's consider the playground equipment
itself. We recommend equipment
which will attract children up to 8 years
of age. The show will be the appealing
feature for children above this age. In the
plans which accompany this article, you
will note we have placed the swinging
equipment around the outside edge of the
playground area. This leaves the inside
area free for stationary equipment and the
children can run about at will without
the danger of being hit by swinging apparatus.
In the interests of safety and showmanship,
we minimize the use of the conventional
park and school ground swings.
Gaily painted hobby horse units are safer
and much more appealing to smaller children.
Remember, they are the ones we
wish to attract. On the same standard
used for hobby horses, you can also install
hobby horse glider units to increase the
capacity. Where we do show regular swings
on our plans, we recommend flexible belt
seats. These not only eliminate the possibilities
of serious injuries from wooden
seats but also discourage improper use, like
standing up in the swing.
Other general playground equipment in
our plans includes Miracle Whirls. Animal
Slides and Skyway Climbers. The Miracle
Whirls are set up in the corners with adequate
clearance from the fences. This is
done with the thought in mind again of
reserving the inner area for stationary
equipment. Bright, colorful Miracle Whirls
augment the showmanship of your playground
immensely. The Miracle Whirl has
also compiled a fabulous record of safety,
especially when you consider the large number
of children it is capable of handling.
Animal slides, of course, get the nod over
standard slides because of their showmanship
qualities. Place an animal slide next
to a regular slide and we don't have to
tell you which one will get the business.
For safety reasons, we recommend slides
not over six feet high. We also find Skyway
Climbers to be very popular equipment at
drive-in theatres. They safely satisfy that
yearning to climb and they also have a
large capacity.
We have left the most important equipment
for the last for added emphasis,
namely, power rides. Nothing will add to
the appeal of your playground more than
pony rides, or a ferris wheel, or both.
These are "admission rides" at amusement
parks and kiddylands so the child feels he
is getting something free which usually
costs money. This certainly gives him an
t'lon No. 3 This large layout is designed for a twin screen drive-in includes three whirling devices, two board see saws and four swing sets,
thectr^ ill ilia 400 to 700-car capacity range. Note that this layout Equipment cost, approximately $5,500.
The MODERN THEATRE SECTION

incentive to get the family out to the
drive-in theatre. Of course, the showmanship
inherent with this type of equipment
can never be overestimated. Bright and
colorful, these rides take a child into a
new world where he is riding a steed or
flying a jet. Because they usually require
supervision, imaginative rides like these are
usually not found in free play areas. However,
the "plus" advantages far outweigh
the supervisory requirements.
Circuit Puts Special Emphasis on Playgrounds
FAVOR SMALLER POWER RIDES
You will note on the plan.s we recommend
power rides which are smaller in size than
those found at amusement parks. Here
again, remember, we are appealing to the
tiny tots up to 8 years of age and safety
must be taken into consideration. These
smaller rides provide just as many thrills
for little children and we feel they are
much safer. For further safety, power rides
should be fenced off from the rest of the
playground. Where two power rides are
used and they are placed as we propose on
our plan.s. you'll find one person can operate
and supervise both rides adequately at
the same time.
Before you purchase any playground
equipment, always keep safety and showmanship
foremost in your mind. If you
provide safety in the parents' eyes and
showmanship in the children's eyes, your
operation will certainly be a success.
.
Colorful playgr 1,100 car Natick (Mass.) Drivelrt.
A phase of drive-in operation not to be
taken lightly is the playground in the
estimation of executives of Smith Management
Co., operators of 22 drive-ins scattered
through the midwest, east and northeast.
Each new drive-in built by the company
to their own specifications has ample room
school age. Trained attendants are on duty
at all times while the playground is open.
The moment the picture starts, however.
'.he playground is shut off.
In situations where Smith Management
Co. takes over a theatre already built, the
company immediately places special emphasis
on the playground area. Wherever
for electrically equipped playground facilities
to attract the kiddies.
The entire area is fenced in for better pro-
it is possible to enlarge the space it is done.
In the larger ozoners, the swing area is tection and new equipment is added where
divided into two parts—one for the tiny necessary, always conforming to the standards
of the youngsters
STOP
and another for the grade
company.
THE FAMILY CROWDS AT YOUR DRIVE-IN
WITH
® MINIATURE TRAINS!
Small-fry drag Mom and Dad back again and
again when Miniature Train is the attraction!
News of Miniature Train at your drive-in posses swiftly by word of mouth! Every child who sees
and rides can hardly wait to tell his friends. Moms ond Dods see MT train in action and talk
about it to their neighbors. Immensely popular, it has been directly responsible for boxoffice
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BOXOFFICE :
: April 7, 1956

A NiOOim THEATRE REPORT FROM THE FIELD
A SYMPOSIUM OF OPINION
ON SUCCESSFUL DRIVE-IN
PLAYGROUND MANAGEMENT
What is
best time to open playground?
What equipment has proved most popular?
Do adult recreation facilities
pay off?
Should there be a fee for rides and games?
How do playgrounds affect concessions?
Is
a playground concessions profitable?
How are drive-ins promoting playgrounds?
What new facilities
are planned for '56?
Fall River, Mass.
i^RIVE-IN THEATRES ill Westport,
Seekonk, Somerset. Dartmouth and Fairhaven,
Mass., have none of what could be
termed adult recreation facilities, and for
the time being are not considering setting
up any of them. However, if such facilities
were presented, their use would be subject
to a fee.
However, all these drive-ins have entertainment
facilities for children, such as
slides, swings, boating, teeter boards, merrygo-rounds
and some have miniature trains
and ferris wheels.
Parents and their children make up some
80 per cent of the attendance at these
tlieatres and normally arrive early the
.so
children can enjoy the recreation facilities
and play under their parents' supervision.
Patrons noi-mally arrive early to have
their children enjoy the rides or facilities
and to secure choice parking spots. Others,
however, prior to the showing of the films,
are seen either listening to radio broadcasts,
reading, chatting with their companions
or polishing
their cars.
Early arrivals are a good source of revenue,
also, for the refreshment stands or
sandwich bars. Nothing like a cup of
coffee, ice cream cone, cracker jacks, peanuts,
etc., while waiting for a show to
start. It is feared that adult recreation
facilities would perhaps cut into this
revenue and not show a proportionate increase
at the recreation device.
Dnve-ins, as a special attraction, offer
also, in the spring and fall, favors or
souvenirs, such as balloons, to the children.
These same drive-ins have offered cowboy
musical acts like Eddie Zach at intervals
during the season. However, they have
no regular adult attractions except on the
screen.
CincinnatL Ohio
Harold Schwartz and Pi-ank Yassenoff
, who operate the Milford Auto Theatre.
Milford, Ohio, as well as various other
drive-ins in the state, spent approximately
$20,000 in improvements of the playground
of this theatre last year. Schwartz claims
that they have one of the largest playgrounds
of any drive-in theatre in this
part of the state.
It does not contain adult recreation
facilities: with the exception of picnic
Arcade Games Are Popular
Stanford Kohlberg, owner of Chicago's
Starlite Di-ive-In Theatre which offers
many adult and kiddy recreational facilities,
believes that coin-operated, arcadetjTDe
games are one of the most popular
offered, and are a good source of supplemental
revenue. His amusement park
for the 1956 season includes an 18-hole
miniature golf course, 40-tee driving
range, shooting gallery, 20-game arcade
and a kiddy arcade with ten variety
rides. Brand new this year is an outdoor
dance pavilion.
tables— but contains numerous types of
equipment for the older child and for the
kids under 6. Equipment includes two
meny-go-rounds, ferris wheel, see-saws,
swings, slides—large and small, jungle bars
and climbing equipment.
The playground opens at 6 p.m., and no
admission is charged. Exhibitor promotes
it by means of newspaper ads and programs.
There is not too much in the way of
adult recreation facilities. One exhibitor
tried miniature golf, for which he charged
admission, but found it unprofitable. The
same exhibitor also tested a portable concessions
stand in the playground area,
which likewise did not prove satisfactory.
St. Louis, Mo.
rRACTicALLY all drivc-ins In this
area open their- playgrounds just about
showtime. The playgrounds are primarily
for the children although some adult recreation
is provided. There are regular
square dancing parties at the A. B. Jefferis
Pine Hills Drive-In, Piedmont, Mo., and the
Poplar Bluff Drive-In, Poplar Bluff, Mo.,
plans a similar service on Saturday nights
this season.
Jefferis also uses a TV set with a 21-inch
screen so that some of his customers can
see their favorite programs while other
members of the family watch the screen.
Poplar Bluff also plans to follow a similar
plan this season. Use of TV sets is somewhat
general in the St. Louis trade area.
Ajxade-type amusements have been tried
The MODERN THEATRE SECTION

in St. Louis, but abandoned as tliey did
not prove popular.
A number of the drive-in theatres have
a second concessions stand located in thi'
playground, and this has proved successful.
Only a few attendants are required
for the second stand, and the items sold
Ed Myerson. manager of E. M.
Loew's Miami Drive-In opens the playground
at 6 p.m. He likes to take advantage
of all daylight possible. Makes it
easier to supervise. Thinks people mostly
don't like the idea of their children running
around after dark, even in a lighted area.
Lots of patrons enjoy coming early to the
drive-in. It gives them a chance to "settle
down" after a busy day. They relax, some
bring along the papers to read, let the children
play, spend a quiet time together.
An early opening is a stimulus to the
concessions business. Nearly everyone,
with that extra time on his hands, goes for
something to eat or drink.
It costs hardly anything more to open
early, and it is a nice, friendly gesture
toward the family trade. They feel it is
done for their convenience and pleasure
which, in the Miami Drive-In case, at
least, is exactly the truth.
Oklahoma City, Okla.
to open up that early." He believes playground
facilities for youngsters encourage
people to bring families to the show.
Ray Hughes. Heavener, owns a drive-in
at Poteau where he opens playground a
couple of houi-s early because people like
to come out early and cool off. "The movie
screen provides wonderful shade. The children
can work off steam and are ready to
sit still for the show. You also have a better
chance to sell Cokes, ice cream, etc.,"
he says.
The playground is for children: there are
no adult recreational facilities, and none
contemplated.
INQUIRING
REPORTER
ploy-
are those which particularly appeal to kids
—candy, popcorn, snow cones and the like.
THE QUESTION: Should
Playgrounds are promoted by newspaper
made for rides in a drive-i
ads, tape recordings at shows, and on the
ground or kiddyland?
attraction board. Exhibitors have found the
best advertising to be word-of-moutli by
the kids. They get others interested. Toy lack Groves. Housto.n,
balloons and suckers are given at many Tex —We cater to the
drive-ins.
kids at the Post Oak
Drive-In Theatre because
where they go,
Miami, Fla.
the papa and the
mama go. No drivein
theatre in the
Houston area charges
for rides in the playground
or any recreational
activity. The
1 charge be
theatre
Harold Combs, Barton Theatres, operating
several drive-ins in and around Okla-
reason for not charging, and the general
opinion of local theatremen, is that the
playground is an asset to the over-all
drive-in operation if offered as a free inducement.
Stan Durwood, Kan.:a,:
City, Mo -The playground
should be a
free attraction of the
drive-in theatre. We
have no large electrical
rides in any of
the Durwood drive-in
theatres, but even if
we did we would not
charge for them. If
a child is given a free
ride on equipment he has to pay for in a
commercial kiddyland he feels that he is
really getting something special from the
drive-in. We do make a charge of six
tickets for 50 cents at the Kiddie Karnival
because it is a separate enterprise operated
l/iCK Thompson, Thompson Theatres,
with several drive-ins among their in conjunction with the Belt Drive-In in
string of theatres in Oklahoma, has playground
facilities for children at drive-ins:
St. Joseph.
no adult recreational facilities. Opens them
William Conner, Kansas
City, Kas.— In our
a little while before the show begins.
Doesn't believe it's wise to operate them in
daytime because of help problem.
"You have to have playground attendants
and pay them—and it doesn't pay off
kiddyland adjacent to
the Lakeside Drive-In
Theatre, we must
charge for our rides
because there is another
entrance to the
kiddyland and the
biggest percentage of
riders are not from
the theatre. We
charge nine cents, three tickets for 25 cents.
homa City, says they have no adult recreational
facilities—just playgrounds for
children. He believes in opening them a
couple of hours early. "That attracts the
parents to come out earlier. Then they're
more relaxed when the show begins. They
also are more likely to decide 'Let's get
something to eat,' " Combs says.
Many adults ride the ferris wheel, boat
train and merry-go-round at 15 cents.
ride,
We frequently give free ride tickets to
children in the theatre to get them started
at kiddyland. Definitely, the theatre and
kiddyland help each other.
'^*~
Paul Krueger. St. Louis.
Mo — A t the Fred
Wehrenberg drive-in
theatres we believe
the playgrounds are
to encourage family
V '
attendance at the
show and should not
be used as a separate
'
^H
amusement -jj project.
All rides are free at
our South Twin Drive-In which is
equipped with regular play devices, plus a
miniature train, merry-go-round and a fire
truck at a cost of around $12,000. Every
effort is made to win the youngsters.
Milton LeRoy, Hartlord,
Conn.— The Blue Hills
Drive-In Theatre at
present does not have
mechanical ride facilities.
"In time," notes ^^ ^ 40^
LeRoy, "we plan to
install such rides, and
when we do we won't
be charging for such
** '~"*'
service. I and my associates
feel that the cost of the rides could
be charged off against our promotional expenses,
inasmuch as we'd like to draw
people to the drive-in area as far in advance
of showtime as possible. In this manner,
we feel that once customers are on the
grounds, they won't be harboring any ideas
of either staying at home and seeing TV,
or, deciding to go out to the movies later
in the evening, going elsewhere!"
A man operates a pony ride next to our
theatre, but he has no connection with our
theatre. Our patrons seem to enjoy taking
their youngsters over to his lot every once
in a while.
Chris Caporal, manager, Caporal Independent
Theatres, which owns several
drive-ins in and near Oklahoma City, says
they offer no adult recreational facilities.
They open their children's playground
one to one and one-half hours before show-
Continued on following page
BOXOFFICE :
: April 7, 1956

PLAYGROUND MANAGEMENT
Continued from preceding page
time. "We tried opening our playgrounds
very early, and no one came out—so we
stopped."
Lack of adult recreational facilities is
pretty general through this part of Oklahoma.
No expansion of playground faciUties
expected, except in a new drive-in
being built in southern Oklahoma City.
Attitude regarding adult recreational
facilities (and playground facilities in general)
is very well summed up by one theatre
owner, who preferred to remain anonymous.
He said:
"At a drive-in theatre, anything besides
swings, slides and teeter-totters is for the
birds. Anything else just gives you headaches.
Rides, for instance, require supervision—and
you're going to have Junior go
off squalling if he doesn't get to ride before
the show begins.
"As for adults—about the biggest attraction
you can offer them is a comfortable
outdoor chair. The parents would rather
sit and watch the youngsters play than try
to play a game themselves and have the
children running up and saying, 'I want
to play that."
Denver, Colo.
In the Denver metropolitan area
there are no play concessions of the arcade
type in the drive-ins. The Valley Drive-In
intends to install a mechanized playground
for the youngsters this year. It will include
a ferris wheel and merry-go-round, and
maybe another device or so, to be decided
on later.
Some of the drive-ins already have
chutes and merry-go-rounds. Some of the
ozoners open up at 5 p.m., with others not
open until 6 p.m. or after. Some have found
that it is hard for folks to get there before
the theatre opens. The 'Valley reports that
instead of the 40 to 45 cars waiting in previous
years, in the past year they considered
it lucky to have half a dozen cars
in line at 6 p.m.
No charge is made for amusement devices
in this area.
The drive-ins in the Denver area rely
mainly on newspaper advertising. All of
them have marquees that advertise the
current attraction. Some of them use heralds
on something special; tape recordings
are used, with some of them using radio
and television.
None of the drive-ins in the Denver area
have a second concessions stand in the
playground. Some of the Wolfberg driveins,
of which tliere are six here, have at
times used an auxiliary concessions stand
at a distance from the main stand, but it
has not worked to good advantage.
Newark, N.J.
IMo CHARGE is made for the recreation
facilities at any drive-in in this area.
During the summer, the playgrounds open
about two hours before showtime—but for
the present, they're open about one-halfhour
before. The exhibitors see no value
in opening a daytime operation for the
playground—primarily because this would
have to be staffed and if a charge had to be
made for the use of the recreational facilities,
their purpose would be defeated.
All kinds of advertising are used to promote
playgrounds and kiddylands—newspaper,
heralds, programs, marquees, tape
recordings and radio.
At the Roosevelt Di-ive-In, in Jersey
City, as well as Route No. 3 Drive-In, Route
46 Drive-In, and the Livingston Drive-In
all Smith Management operations—there
are no adult recreation facilities. There is
no experience here with the arcade-type
amusements—either here or any theatre
checked in this area. The plans for this
year are not "jelled" as yet—even though
most of the theatres have opened.
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metropolitan city zones. This factor has not
aided drive-in theatremen's constant promotion
of earlier opening of playground
facilities.
"We're too far out in the country to
make the casual family group get into their
car hours before performance time and
come out to the drive-in. Most families
will just lounge around their own backyards,
or,
in need of recreational facilities,
will head for a nearby city or town park,
or, on rare occasions, for the beaches and
lakes, " says Sperie Perakos, general manager
of Perakos Theatre Associates, owners
and operators of the Southington and
Plainville drive-ins.
For the most part, drive-ins in Connecticut
ai-e geared to children's recreation.
The Perakos Plainville Drive-In erected a
miniature basketball court—one basket
stand, complete with foul line—for fatherand-son
play, but it has not proved too
great a lure.
"The children's playground," says
Perakos, "is designed primarily for the
smallfry children, who are able to putter
around the sand and just have a good time
with slides, swings and other simple material.
We don't plan to concentrate on
adult I'ecreation, because we don't feel
there is an evident need for this type of
attraction at the present time."
The children's playground was opened at
2 p.m. on Saturdays and Sundays for a
spell last summer at the Plainville Drivein,
but this practice has since been discontinued
because of insufficient interest.
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Seattle, Wash.
I^RivE-iNS IN Seattle and vicinity
open gates one-half hour before show time
and playgrounds about the same time.
Opinions of exhibitors indicate that patrons
are generally working people who
often change clothes and have dinner before
the evening picture. It is not advisable
to open playgrounds in afternoons as
drive-ins are in the outskirts away from
other centers of activity and are attended
only for the show.
Seattle and vicinity drive-ins have no
adult recreational facilities and none are
planned.
Houston, Tex.
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\^ N TIME of opening—it is universally
just before showtime, or more correctly,
just in time to allow those who wish to
have their dinner at the theatre before
the show to do so.
Exhibitor opinions on earlier, or daytime,
operation, are all in form of arguments. A
few have tried and found it a losing deal.
Jack Parr, Trail Drive-In, for one. He and
Karl Stroud, King Center Twin Drive-In,
speak for them all in this way— they would
be glad to allow any and all children in
during the day to play if they had some
Continued on following
page

I
PLAYGROUND MANAGEMENT
Continued from preceding page
adults with them. But the theatre can't
afford a supervisor, and unsupervised
children could get hurt, or otherwise run
into trouble.
Milwaukee, Wis.
•rive-ins throughout the Milwaukee
area run the gamut from keeping open
continuou.sly, such as the Starlite, which
has weathered the wintry blasts, to the
conventional system of closing at the fh'st
sign of extremely cool weather.
A spot check of the importance concessions
stands bear to the over-all receipts,
shows that when coupled with recreational
facilities, as much as 50 per cent increases
in business have been noted.
A spokesman for Standard Theatres, Inc.,
with the 41 -Twin in the Milwaukee area;
Midcity, Keno and Westgate, the Kenosha
area; the Midcity, Janesville, and the Stardust
in Sheboygan, asserted that their
Proves Profitable Unit
An auxiliary refreshment stand located
at the rear of the back ramp, between
the rear of the theatre and the
adjacent playground, at the Springfield
Drive-In Theatre, Springfield. Mo., has
proved very successful.
The stand has been in operation two
years, and is used only on busy nights
when the back ramps are filled. On such
nights as much as 20 per cent of the
concessions business is done at this little
stand.
The .stand is manned by one or two
employes. A limited number of items
served at the main stand also are available
here.
'We use the stand, not so much for
the kiddyland business," says J. L.
Reavy, manager, "but to attract the
patrons in the rear of the theatre. Our
main stand is quite .some distance from
vows 15 oind 10."
and stresses the mechanical devices in particular,
such as the merry-go-round and
ferris wheel. Newspaper, radio, television,
heralds, programs and tape recorders are
used. Thus far, no contests have been
drive-ins opened about an hour before
showtime on weekdays, and some two hour.s
before on Sundays. This, of course, was to
allow the kiddies an opportunity for fun
and frolic. It is during these periods, he
noted, that the concessions stands do a
"land office" business. ntMlMi
The playgrounds of Standard Theatres'
drive-ins are not open longer it appears,
due to the need for additional supervision
under these circumstances, and the right
Milwaukee drive-in plays up kiddyland in newspaper
advertising.
its
type of supervisory help is hard to obtain.
The '41-Twin," for example, uses three
attendants, while all the other drive-ins
use only one.
Standard plugs its drive-ins in all ads.
attempted. However, some experiments are
being considered for the coming season.
Drive-ins under the Allied banner have
found that opening one hour before showtime
has met general approval. Here, too,
Playground Concessions
the mechanical rides are considered the
best pullers, the trains, ferris wheels and
merry-go-rounds among the more successful;
although the Shetland ponies always
go big.
Experiments along the lines of gifts to
"early-birds" and free popcorn dispensed
at the boxoffice are contributing factors
toward increasing attendance at some
drive-ins. Others give away toy novelties.
Recreational facilities are plugged in all
ads. All, however, use the newspapers,
radio, television, programs, heralds and
tape recordings for intermissions. One
drive-in has added free bibs to the children,
which has a unique effect on the
parents. The revolving clock on the screen
is said to be having a remarkable appeal,
and has produced good results. Some have
remodeled their concessions stands, the
better to handle larger crowds in a shorter
amount of time.
Efforts have continued to eliminate the
items which provide a lesser percentage of
profit. 'WTierever possible, for the kiddies'
benefit, vending machines have been con-
Continued on page 20
• MERRY-GO-ROUND
Sabreast children t adults
• ROLLER COASTER
• WATER BOAT
RIDE
• WHIRL-AROUND
• FERRIS WHEEL
• LOCOMOTIVE
TRAIN
• FIRE ENGINE
• ROCKET FIGHTER
• 4-IN-ONE RIDE
• JET AEROPLANE
• CHAIR-0-PLANE
• ELEPHANT RIDE
• TANK RIDE
rides
arranged.
complete^
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West Washington Street Belmont 4164 2i
Indianapolis 21, Indiana
The MODERN THEATRE SECTION

I
m^
ROTATING PLAY EQUIPMENT
Two Plans Discussed-Rotating Within a Circuit,
And Group Buying by Four or Five Independents
Roy Tucker
seveial years.
ICoTATION OF
mechanized i-ides
between nearby
di-ive-ins of the
Common wealth
Amusement Corp.,
which operates 34
outdoor theatres in
seven midwestern
states, is a pohcy
tlrat has been fol-
'o^^ed with worthwhile
results for
Roy Tucker, a division manager of
the circuit who has worked closely with
•stimulates fresh interest among childien
attending the drive-in receiving
the equipment. When these children
find a novel new ride on their familiar
diive-in playground, they naturally will
uigc their parents to come more frequently
to the drive-in.
ELIMINATES BIG INVESTMENT
"The second important advantage of
the policy is that it provides such interest-arousing
playground equipment
without the circuit having to make additional
investment in mechanized rides."
Commonwealth avoids long moves of
such rides and makes the transfers of
each mechanized ride only about once
in two years. In some towns and cities,
wheie Commonwealth has more than
one drive-in, a particular merry-golound,
for instance, may not be moved
be\ond the community limits although
inteiest in it will be kept high throughout
its mechanical life by showing it at
thiee or more Commonwealth playgiounds.
Ill other instances. Commonwealth
drive-ins many be in towns sepalated
by only a few dozen miles. These
di ive-ins, then, will exchange mechanized
rides at intervals with mutual advantage.
"It isn't always possible to give a cirluit
drive-in another ride in exchange
foi the one we are moving from it,"
Tucker explained. "The circuit just
doesn't have that much playground
equipment. However, it is better to move
a merry-go-round from a location where
the kids have worn out their interest in
it and send it to a theatre that has not
had a merry-go-round the last year
or so."
Only rides operated by electricity are
included in the Commonwealth rotation
policy. So far merry-go-rounds have
been the major mechanized ride involved,
but an airplane ride will be
added to the rotation policy .soon, according
to Tucker.
While the circuit owns the equipment,
the moving cost is billed to the drive-in
which receives the transferred unit. The
ride is knocked down, then loaded on
commercial vans and moved to the recipient
theatre. Here the equipment is
all Commonwealth drive-in installations, set up again, given a careful safety and
ci edits the policy with achieving two operational check, an attractive paint
major objectives:
combination applied, and the ride is
The practice of moving the circuit's ready to provide many hours of fun for
mechanized rides from one drive-in youngsters in its new location.
plavground to another," said Tucker,
I CM Hayes,
manager of Bernstein's
Le Jeune
Drive-In, Miami,
t ^ Fla., says: "You've
got to give children
^^^
VK more than just
^r^ movies these days
W^
if you want to keep
them interested in
"^ coming to the
Tom Hayes drive-in."
This is where
the playground comes in. But even
so, Hayes says, you've got to keep
giving your playground a feeling
of "newness." All children like that
"feeling of Christmas" and a surprise in
store. Except for several basic playground
installations, children get tired
of play equipment no matter how attractive
it is. Tlierefore, Hayes thinks, as
a drive-in manager, he would like to
see a rotation plan worked out among
several drive-ins, whereby certain special
equipment would be moved from
one to the other. He has broached this
subject to other managers, and all agree
that the idea has merit. However, some
expense would be involved and a plan
would have to be detailed, and the point
is to find a number of drive-ins willing
to go together and give it a try. Hayes
thinks it quite possible they're all missing
a good bet.
It would take a minimum of four
theatres, Hayes thinks, to put through
such a plan. Equipment would play each
theatre a month, so that there would be
a three to four-month interval befoie
the same apparatus returned to any one
drive-in.
Moving this equipment would be on a
cooperative basis. Some local trucking
firm could undoubtedly provide facilities
for hauling. Maintenance of this "
movable equipment would also have to ^
be worked out on a cooperative basis. ^
Ownership would be joint among the ''
drive-ins. /
NEED FOUR OR FIVE
DRIVE-INS
Hayes has not gone into all the details,
^^
nor alternate methods which might be '^
worked out for buying and maintaimng
^'"
special playground furnishings, or perhaps
in some cases leasing. But he ''
thinks that this would not be too hard *'
to do, if four or five drive-ins were sold
enough on the idea to want to try it
He is convinced that having something
new to offer every few months would be
I
a good boost to business.
i
Each drive-in playground should have
certain permanent equipment, which
Hayes believes to be a merry-go-round,
roller-coaster, swings and a slide. "Talk
to any carnival man and he'll tell you
,
these are the things that go on forever
and are in use when the other stuff is
idle."
Equipment that would be good to ro-
^
i'
tate might include a ferris wheel, airplane
ride, auto ride, boat ride (the v
latter somewhat questionable since it f>
involves water > pony rides. Any of these
^
things are fine, says this manager, but ,
they wear out. Kids grow tired of them
Available one month out of each three
or four, they stand moie chance of
remaining "new" and
BOXOFHCE :: April 7, 1956

I
GLANCING THROUGH
Some brand new ideas in playground
equipment are presented on these pages,
representing new developments in safety
as well as appeal to the youngsters. Drivein
exhibitors have found that the addition
of a new ride or play device to the existing
playground equipment stimulates the children's
interest in coming to the theatre.
Some equipment, such as swings, slides and
teeter-totters is standard, but the introduction
of a novelty ride is good showmanship
directed to the drive-in theatre's very special
patrons.
The Little Choo Choo Kiddie Ride has four engine cars and four of the boat cars,
or can be ordered all boats or cars. It requires a space of 20 feet in diameter.
Is designed for portability, needs no foundation, has push-button operation. (King
Amusement Co.)
V^
w
Safety belt seat provides a nonslip surface. Youngsters
for use in play areas, lor special events, is "Form a Stage," a portable, pre
fabricated, all-steel platform. A lOxl 0-foot section can be erected by two men
in 55 minutes, supports weight of 18,760 pounds. (J. E. Burke Co.)
can't slide off, as they must stop swing to get off.
Said to be three times lighter than wood for extra
safety in case bystander is hit. Form-fitting for extra
comfort. (Recreation Equipment Corp.)
Strato-Wheel, a new device in a ferris
wheel arrangement. Comes in two and
four-seat wheels. (Delmer F. Harris Co.)
The MODERN THEATRE SECTION

THE
PLAYGROUND EQUIPMENT CATALOGS
Rodeo Ride, in which all-aluminum, adult-size horses, with western saddles, gallop
in
around the center as the "buckeroos" shoot at the "badmen" in the center. Lights
villain's the guns blink as the ride revolves, to simulate a shoot-back action and
is provide realism. Ride easily portable on 18-foot truck and can be erected by two men
in two to three hours. (Allan Herschell Co., Inc.)
Yardbird Streamliner, one of several models for railroad offering
individual units such as this engine and a handcar.
Streamliner pulls two cars loaded with freight or passengers.
Both electric and gas models. Speed enough fir thrills but a
governor is a safeguard. (Charles W. Doepke Mfg. Co.)
Dreyerette miniature racer, has a Vbelt drive, runs
70 miles to one gallon gas, 77 inches long, bumpers
available. Body is plastic and aluminum and colors
are to order. (Dreyer Racing Equipment Co.)
Arrowflight car runs on a track Available as a
portable unit Cars individually electric powered
with low voltage current supplied by rail No
1 batteries, needs only to be plugged into 10 volt
power supply, hias twin steering wheels. Headlights
to is
and taillights actually work add realism. Car
in guided by neoprene wheels pickup unit. (Arrow
Development Co.)
Slide, an all steel unit which is standard equipment
for drive-in theatres. Built for heavy duty
and safety for children. Available in several sizes.
(American Playground Device Co.)
1
•*
I .
Pony Trot, kiddy merry-go-round in which each pony has individual "live" action. Thus,
usual platform rods have been eliminated. Twenty ponies to ride. Ponies have leather
saddles and there are safety straps for tots. (/National Amusement Device Co.)
Star-Gazer, a ferris wheel which stands 16 feet high, 26 ^eef wide. Driving mechanism is located
in hub of wheel, eight feet from seats—out of reach of kids. (Miracle Equipment Co.)
BOXOFFICE

. . One
. surprisingly
> . unUUUD MANAGEMENT
Pi-omotional approaches used include
newspaper, radio, TV, programs, heralds,
24-sheets, full page ads. Buck Nites and
street ballyhoos. The playgrounds are open
at 6 p.m. and remain open. Koutnik favors
any device that moves." Has a special section
for the
i
"up to 3-year-olds" Babyland
which Rudy says accounts for 80
I , per cent of the concessions business. No
charge for facilities.
John Adler, who heads the circuit bearing
his name, among which his "1013
Drive-In" is a unit, says he operates along
the customary lines, opening at about
6 p.m., using the papers, radio and TV.
There are two important departures, however:
for quite some time, he operated a
three-car train for the kiddies, but discontinued
its use, since it did not pay out.
Although he says he still feels it could have
been made to pay off, with the right type
of man in charge; also, that he has Merchandising
Corp. handling his concession.s
Continued from page 16
business. He's willing to take a chance on
any new gimmick or gadget that offer.s
spicuously placed, thus allowing the concessions
pulling possibilities at the boxoffice or concessions
stands more space to serve adults.
stands.
Special items which appeal to the children,
The Victory Drive-In opens about 6 p.m.,
appear to include: walking sundaes an hour before showtime, and is strong on
and frozen malts. There is, however, a desire
its six-car electric train, which packs 'em
to avoid the messy foods as much as
in from the moment of opening, with the
possible. Increased sales of popcorn at the
ferris wheel and merry-go-round following
boxoffice as patrons enter and leave, have
in line of pulling power. Concessions
been noted.
stand adjacent to playgrounds, but plan on
A number of drive-in owners are said placing one in center this year. Popcorn,
to
be seeking new forms of recreation, particularly
hot dogs and hamburgers, best sellers.
for the adult, but thus far none have Usual advertising approaches used. Experi-
appeared, aside from horseshoe pitching mented with stage shows, but both times
and the shuffleboards. New rides and other abandoned—rained out. Looking forward
innovations are planned and will be announced
to year around operation and has been
in due time.
watching las have others in this area) the
Opposed to any thought of recreational Starlite, which kept open through the
facilities for the adults is "Rudy" Koutnik.
manager of the Highway 15 Outdoor drivein.
Rudy also is an official of National
winter.
The Ben Marcus drive-ins open their
playgrounds about an hour before show-
Drive-In, Inc., which operates the drive-in.
time, use the usual promotional approaches,
and have at least one attendant or more at
each depending upon the night in question.
Here, too, it's the popcorn, hot dogs, hamburgers
and ice cream which lead In sales.
Columbus, Ohio
Central Ohio drive-ins do not go in f jr
adult playgrounds but most have children's
play areas. No drive-ins have had arcadetype
amusements and none are planned.
Playgrounds usually are opened about 90
minutes before showtime. The Miles circuit
keeps the playgrounds open all day
without attendants, but finds that few persons
make use of the facilities in daytime
hours. The Academy drive-ins had playgrounds
but these were discontinued when
lack of interest was manifested.
Pony-Size
Stagecoaches
Offer Unusual Ride
Stagecoach comes in
two sizes.
Two pony-size replicas of oldtime Concord
stagecoaches, suitable for use with
two or six ponies, have been announced
by the Midget Circus Wagon Mfg. Co. The
Midget stagecoach is for ponies up to 39
inches high. Over-all height of the Midget
is 54 inches; weight, 200 pounds; capacity,
four children up to 5 years old. Without
the tongue, the Midget measures six feet.
The Standard stagecoach is for ponies 40 to
54 inches high. Capacity is six children up
to age 14. The coach is 100 inches long
without the tongue and weight is 350
pounds. The wheels, 30 and 36 inches high,
have steel tires.
The Midget and Standard coaches are
similar in construction—both upholstered
throughout, with body swung on leather.
The doors have plastic glass that lowers.
The firm manufactures midget circus
wagons and other circus-type equipment.
Drive-In Comfort I
WEEDKILLERS and INSECTICIDES
^^Increase
Do It Effectively, Economically !
Do Now It
s
application of Brulin D.D-T. or other toxic ingredients, and can be
used safely for insect control the presence
NON-SELECTIVE WEEDKILLER, made during
in
the spring will keep your theatre weed-free all
of humans and foodstuffs. Primarily a
NO-TOX
icason long. Kills everything
. removes residuQl-type killer, LIQUID also
all unsightly vegetation from drives, ramps; assures quick knockdown of both flying and
around fences and buildings, A powerful
liquid concentrate
crawling insects. Also supplied ready-to-use.
goes a long way.
Keep Those Gate Crashers Out Brulin's DYNA-FOG Jr. . . There is something
insects that plague your riew in insecticide foggers, and this Power-
is it! patrons. Bruhn's
IN5FCT0-F0G combines knockdown rapid with
'ight and portable. Fogs your
otfcrlive kill by using both chlordane and
noi. Ilos twice the knockdown ogent of
most
utes. The ideal way
to disperse INSECTO-
other insecticides; requires no dilution
FOG and LIQUID NO-
TOX. And the cost
The answer is
low!
Write for more information today
H and
COMPANY Inc.
-45 Columbia Avenue • Indianapolis 7, Indiana
1793 )2th Street • Oakland 7, California
JOIN WITH FAMOUS
IW LIBERTY
FIREWORKS
For Record-Breaking DRIVE-IN CROWDS
You Are Assured Greater Value,
Safety, Brilliance, Color, Flash, Noise
Spectacular LIBERTY FIREWORKS are the
greatest boxoffice attraction you ever saw
becouse they are the world's finest! They pay
for themselves mony times over in increased
attendance and you save even more on our
low prices . . . direct from-factory-to-you.
LIBERTY
FIREWORKS.
liiids Mith Itfiiauiialjly iiriceil
I
IBERTY FIREWORKS.' .$35 to $1,000 anil
LIBERTY DISPLAY FIREWORKS CO,
Box 156. Franklin P.iik. III. (A Subiii li West of Cliiciijo)
Telephone GL.i[lstone 5-5050—5051
The MODERN THEATRE SECTION

Sell High Profit Beverages Faster
r
(All Dixie
Theater Design
Cups— in every
size — are
imprinted with
messages
promoting
theater
attendance
Distinctive Colors I
Profit Portion Sizes!
Only Dixie offers 6 sizes! Now in new profitportion
sizes! Make drinks look better. Sell faster.
And only Dixie offers 5 colors! Gay two-tones —
in lavender, green, red, blue, brown. A different
color for each size drink, steps up service
— and profits! Write today for free samples!
Dixie Cup Company, Easton, Pa., Chicago, 111.,
Darlington, S. C, Ft. Smith, Ark., Anaheim, Calif.,
Brampton, Ont., Canada
ff7^ "Dixie" is
o regisrered trade mark of the Dixie Cup Compony
"Best Popcorn Cups are Dixie's, Too!'
New Dixie Popcorn Design Cups
are bright brown and yellow
eye-stoppers. Have a whopping
more-for-your-money look — when
filled with regular sized portions.
Cut filling time. No set-up time.
Don't quickly absorb shortening.
Nof a\\ theater cups are DIXIE CUPS... just the best ones!
BOXOFFICE

il
'£*'-%••
v-^y -
^;;,-'t»-^_
-*C
S2S^
all view of the Golden Glades Twin Drive-in Theatre, Miami, showing concessions building and playground mp sections.
EXHIBITORS VIEW NEW DRIVE-IN AS UNIQUE
Each Half of Twin Theatre Is
a Complete Unit Within Itself
By
KITTY HARWOOD
I HE Golden Glades Twin, Miami,
a $700,000 operation that opened on February
10, at NW 167th street and 34th avenue,
is "the better mousetrap" which has
drawn exhibitors from all over the country
to view some of its unique features. "Nothing
else quite lil^e it anywhere," is the
usual comment.
Owned and operated by Theatre Associates,
Inc.. George C. Hoover, president,
the twin theatres are situated on 22 acres
of land in the environs of Greater Miami.
Otlier partners are Max Cohen and Thomas
Connors. There are spaces for 1,320 cars,
with an additional 600 walk-in seats.
The concessions pavillion in the center
of the field has duplicate sides accommodating
four lanes of traffic, each side
opening out on a terrace with rows of
chairs at one end and tables and chairs at
the other. Here patrons may snack or
dine while viewing whichever of the twin
screens they have chosen to watch. A different
picture plays on each facing screen,
then the feature is reversed. A central
control tower duplicates projection equipment
for each .screen.
Each half of the drive-in is a complete
unit in
itself from concessions to boxoffice.
About $30,000 was spent to landscape the Golden Glades with palms, hibiscus and other tropical foliage.
Here the exit parkway is seen, flanked at either side b/ large clumps ol bamboo. Coconut palms and other
tropical trees make a high background. The attraction pylon has a double reader board, the same on each
side, and patrons drive either to right or left. High wire gates are kept locked during non-operating
w^
hours.
3
-^B^-'s^
and can be operated singly or doubly. A
complete generator system includes three
30-h.p. generators, one for each twin, and
one as a standby.
East and west theatres, each with identical
parking and seating facilities and each
with its 60xl26-foot screen, are separated
by the concessions building and the playground
in one continuous line down the
center of the field. The patron of the east
theatre, for instance, uses the east half of
the concessions house, including the east
terrace, or patio, furnished with rows of
comfortable seats and with tables and
chairs. He is served from the two east traffic
lanes of the concessions building, which
has identical stainless steel, steam food
containers, drink dispensers, etc.—everything
exactly as on the opposite side.
Men's and women's lounges run the full
width of the building at one end, with entrances
from east and west, the long, narrow
rooms walled at the middle so that east
and west sides are separated and distinct
from each other.
A commodious kitchen, arranged so that
tlie patron does not see it, opens into the
concessions' main room. At the opposite
end of this same building is a large manager's
office.
The kitchen has a Glenco 60-cubic-foot
deepfreeze of stainless steel. There is a
three-door. 90-cubic-foot refrigerator unit.
Also in the kitchen are a Vulcan bunwarmer,
Hot Point deepfryer, stove and
steamer.
The most modern equipment available is
installed in the kitchen. The deepfreeze
The MODERN THEATRE SECTION

There
: AprU
safely stores perishables.
Ovens accommodate
tiers of pizza pies (always cooked to
order! . deepfryers take care of French fries,
Tator Dogs (very popular), chicken, etc.
Hot dogs are steamed. HamburKers are
grilled on a large cooking surface. Concessions
Manager Joe Douglas says all equipment
must be left clean and shining every
night.
EVERYTHING READY TO GO
The concessions patron can start at one
end of the counter, pick up a substantial
cardboard tray with four holders for drinks,
and quickly select and help himself to
whatever he wants. Everything is precooked,
w'rapped and ready to be picked up.
Cups pop up from wells in the counter. In
a business rush, drinks are pre-drawn. An
instant coffee is used, is dispensed at the
touch of a handle and automatically shuts
filled.
itself off when the cup is
A big seller is chocolate malted milk, put
up in cans and picked up from a well of ice
on the counter. Other soft drinks, such
as grape and wild cherry, are available.
Brand name is "Miame," a local company
of which Hoover was president until re-
PATRON SERVES HIMSELF
According to Hoover, the Golden
Glades concessions house is the "first of
its kind in the U. S.," because its units
are completely self-serve. Ordinarily, when
the patron orders his food it is served to
him across the counter. At the Golden
Glades, the food is pre-cooked and packaged
(in heavy foil containers) in the
kitchen. It is then placed in heating units
installed on the counters (two large ones
on each side of the concessions house main
room) . are compartments in each
heating unit to accommodate the various
foods (hamburgers, hot dogs, Pi-ench fries,
etc.). As the patron comes along with his
tray, he reaches in the heating unit
and helps himself to the hot food.
Counters are Formica, and each side has
two stainless steel heating units. Food is
kept hot—really hot, not just warm—without
drying out. No one gets a hot hamburger
or hot dog in a cold bun. Each
article of food is placed in a heavy foil
sack and then put in the unit. Thus the
patron picks up his selection—neat, clean
hot and fresh—in its own wTapper. At the
end of the line the cashier sees at a glance
what he has on his tray. Choices have been
made quick and easy for the patron by a
row of illustrated and illuminated signs
that both show and tell him what he is
buying.
Hoover is proud of those hot bags of
popcorn, popped and kept ready in the
i^^'^r^^---^
The playground at the Golden Glades is divided into two sections, with an inner system of lencing that
makes it possible to control use of the larger equipment, such as the electrically operated merry go-round
and ferris wheel. The area is brightly lighted and opens with the theatre at 6 p. m. All rides are free and
rative brick walls that enclose the terrace.
Tables are round with aluminum legs,
chairs are aluminum with green and yellow
woven seats and backs.
The concessions house is not air condi-
cently, resigned to devote full time to
his theatre interests. Cans are opened beer
it is closely supervised. The playground, located at one side of the central concessions serves both theatre
can style, and an automatic opener will
parking areas. Speakers for the rear ramps of each section may be seer) at the for sides of the picture.
soon be installed so that tw'o openings are
made in a can by one simple hand pressure.
The concessions, so Hoover points out, heating units—above all, hot and fresh for tioned. Double glass doors virtually open
is the first of its kind in the U. S. Its fourlane
design and complete self service elimployes
to handle the food. Ice cream and tables and chairs, forming a natural breeze-
the purchaser. It takes about ten em-
both sides onto the outside seating and the
inate traffic bottlenecks and insures no sweet milk are kept as icy cold as hot way. With the doors closed, the entire plan
waiting. If traffic grows heavier, more things are hot, and equally easy to pick would be changed, whereas now, conces-
lanes have been allowed for.
up from the counter from ice containers.
On a warm evening family groups take
advantage of the comfort and convenience
of outside tables and chairs, where the view
of either east or west screen is as good as
from cars, equally good sound provided by
speakers set at intervals along the low deco-
sions and terraces flow into each other.
Exhaust fans, strategically placed high in
the walls, and a system of fans in the
kitchen remove all odors and maintain
movement of air.
Adjacent to the tables is the area furnished
with rows of seats in yellow and
green with lipstick-red seats. Sight and
sound are excellent.
Concessions spoilage, Hoover says, is less
Continued on following page
One side of the concessions building of concrete block and stucco. The tables and chairs in the patio, and
the two wings of outdoor seating are exactly duplicated on the other side to serve the other theatre section.
Outside seating is
exactly opposite the screens.
BOXOFFICE :
7, 1956

.
or
which
REVOLVING LIGHT
^^'^
^m
TRIPPE
HI-BALL
* FREEZE-PROOF
* WATER-PROOF
•k FADE-PROOF
•*• TROUBLE. PROOF
* EASY TO INSTALL
OR REMOVE
* MADE LIKE A
FINE WATCH
* BUILT FOR YEARS
OF SERVICE
Hi-Powered attention getter! Its parabolic
mirror rotates around the powerful light bulb
at 60 TIMES A MINUTE. Intense flash can be
seen at great distances. Plastic dome available
in Red, Amber, Blue, Green or Clear. 115-130
Volt, A.C. 9'/2" diameter. Heavy chrome.
Ultimate in beauty ond operation— and the
price is LOW!
Wrilt or Wire today tor Beauliful CallJog
or Coll Your Jobber
TRIPPE MFG. COMPANY oep«. n
133 N. Jefferson St., Ctiicogo 6, Illinois
DIMCO
PLAYGROUND AREA
STANDEE SPEAKERS
Provide
Quality Sound
Proper Volume
• 6x9 UNIT
• 3.16 MAGNET
ADAPTABLE FOR patio oreo, back ramps ond truck
and overflow areas. Good sound to these areas will
help increase your business. Let your potrons enjoy
tlie show while they are away from their car; provide
sound for those who are waiting for parking room.
Speo
Patrons from each section of the Golden Glades Twin use two of the four lanes in the cafeteria concessions.
This view looks from one corner of the main room toward the kitchen (doors at back of
picture). Terraces open out from either side of the main area The lineup shows beverage dispensers,
sarawich, French fries and popcorn warmers, and, at lower right, the ice cream unit.
NEW DRIVE-IN IS UNIQUE
models that must thrill any child on sight.
They look sturdy, well made and safe, but
they're large enough to look exciting and
Continued from pereceding page when the area is brightly lighted it has the
appearance of a small carnival.
than 1 per cent. This would include such Swings at one end are for the very small,
i
accidents as a dropped drink the the small, and the medium small—very
stand replaces
I
streamlined affairs with sling seats for the
other accident to an
item of food. Perpetual inventory is maintained.
latter, gaily painted wooden seats with
Each night the kitchen knows how sides for the smaller.
many items have been prepared, the cashier
There is a slide for any size adventurous
has a record on her tape, remaining cups
enough to try it. The playground is in operation
from about 6 p.m., when the drive-in
are counted as well as all items—each unit
checking against the count.
opens, to the start of the pictures. A supervisor
The children's playground is a real
is on hand at all times while the
beauty. Completely fenced, it has an inner area is in use. Use of all equipment is free.
system of fencing that makes it possible to Lights go out and the main playground
control use of some of the larger equipment
gate, as well as the separate fenced areas,
by enclosing it separately. The elec-
are locked when the movies
start.
trically operated merry-go-round and ferris
wheel and the Miracle Whirl are de luxe
Continued on page 26
DMVE-IN THEATRE MFG. CO.
|.^
'
'i
mm^.
505 W. 9lh Street. HArrison 1.8006-1-8007, Kansas City, Mo.
The Finest in . . .
MODERN KIDDIE
RIDES
In this view of the twin boxoffices, in the center rear, may be seen the sign directing cars to
cast and west theatres. Left, along the wire fencing, is a line of melaleuca trees, with, further along
toward the sign, a hedge of hibiscus. To the right is an Australian pine hedge Exit for the west
theatre is just the other side of this through a parkway. East theatre patrons can come back this
way or go out at the exit on the far side. Boxoffices open at each side. Handsome lights on poles
down the center of the entrance divide the drive.
The MODERN THEATRE SECTION

:
April
NEW PLAYGROUND INSTALLATION
BOOSTS CONCESSIONS SALES
from "Hiawatha" are on the concessions
stand walls, while lines from the poem are
worked into the stand's decor.
Located on U. S. Highway 41 at the gateway
to scenic HouKhton County, the Hiawatha
draws heavily from the tourist trade
as well as from well-populated areas of the
county. The theatre is owned and operated
by the Peninsula Drive-In, Inc., and
equipped with Simplex projectors. The
screen is of laminated DouKlas fir with
Transite surfacing for the CinemaScopewidth
screen. Two 65-foot moonlight poles
illuminate the front area, while the marquee
for the 450-car capacity drive-in is
18x26 feet, using Bevelitc letters.
MANY SPECIAL PROMOTIONS
Prom Labor Day on each season, the
Hiawatha schedules one show nightly,
starting at 8 o'clock. This allows plenty of
time for everyone to get there and still
gets the youngsters out around 11 o'clock.
This playground equipment in front of the 70x35-foot screen of the Hiawatha Drive-ln, Chassell, Mich., is
credited with giving the theatre concessions income a substantial boost. The slides, climber, see saws and
swings were installed early last season. Crowds of youngsters attracted by the playground facilities were
equally pleased with facilities of the drive-in's refreshment bar, boosting 1955 concessions gross above 1954.
"We play top pictures on all changes,"
said Gasvoda, "and the big productions
Sunday-Monday and Tuesday-Wednesday-
Thursday. Buck night, on Monday, has
not noticeably hurt the Sunday night
grosses. Pi-iday night is serial night for
the kiddies. Saturday the midnight show."
The Hiawatha also has been highly successful,
according to Gasvoda, with
"Jalopy" night each fall. TV nights, when
a television set is given away, also draw
the customers in good numbers.
The best combination, though, for
steady boxoffice returns, according to
Gasvoda, is a good screen program, a
well-equipped playground and a fast-service
concessions stand.
Kevenues from the concessions at
the Hiawatha Drive-In, Chassell, Mich.,
were up during the 1955 season, totaling
slightly more than 50 per cent of the gate.
Credit for this encouraging increase goes
to installation of playground equipment in
front of the Hiawatha's 70x35-foot screen,
according to Anthony J. Gasvoda jr.. manager
of the theatre.
"Concessions sales for the 1955 summer
season represent an increase of several per
cent over the previous year's income,"
Gasvoda said. "We attribute this increase
to the installation of playground equipment
during the season. More than half of the
concessions business is done before the
trailers or intermission."
KIDDY AND ADULT FACILITIES
The children's playground delights young
Hiawatha patrons with two all-steel slides,
a six see-saw set. castle walk and swing
set. The equipment was installed by the
American Playground Device Co. The
Hiawatha also has basketball and horseshoe
pitching courts.
Cafeteria-style service provides concessions
customers with large and small boxes
of popcorn, butter corn, barbecue hamburgers
and soft drinks. Carrying out the
theme of Longfellow's epic poem, scenes
Fast cafeteria-style service is necessary at the Hiawatha Dn
tourists from nearby resorts contribute important extra reveni
to handle the overflow
trade as Michigan
the ozoner's regular territory trade.
BOXOFFICE :
7. 1956 25

">.. ET I
You and I know that patrons come out, whatever the weather, if Ihe
main attraction sounds good. So drizzle or downpour—;let it^tome!
I'll always be ready to perform beautifully.
NEW DRIVE-IN IS UNIQUE
Continued from page 24
The playground, with its surface of white
gravel, its brightly painted handsome
equipment, bright lights and neat fencing,
is an asset to the whole operation.
Everywhere there is evidence of concern
for the youngsters. Highchairs are in the
concessions, a low drinking fountain is
next to the full-size one. Bottle and diaper
service are available Even in the men's
lounge is a small size urinal.
Lounges are tiled in a peach color with
brown trim. In the women's lounge, walls
are mirrored and a counter conveniently
forms a dressing table.
591 -FOOT PROJECTION THROW
DRIVE-IN XA^HITE
The Paint Made Espec/a/// for Drive -In Screens
You've never seen such high reflectivity! Spray or roller
coat Campbell's Drive - In White on wood, metal or
Transite (Cement asbestos board)—either new or repaint.
Drive-In White steps up picture brilliance and wears and
wears in the worst of weather— with proven 20% more
ref/ecf/vity after two years exposure.' Write today
for detai's and prices.
m. L CO.
EPRAD
"STAR"
Tops in performance,
economy and beauty.
^ EPRAD MOTOR
GENERATORS
^ EPRAD MAGNETIC
SOUND SYSTEMS
1206 CHERRY STREET
TOLEDO 4, OHIO
Screen tower is 78x128 feet over-all, of
solid steel, with steel facing of the 60x126-
foot screen i duplicate screens, of course).
The screen facing is covered with Plasticsizing
by the Insulmastic Co., which Hoover
says forms a smooth surface guaranteed to
last five years. It provides more light also,
and considering that the screen has a
591-foot throw, every bit of light possible
must be utilized. Said to be the world's
largest screens, they are particularly effective
in Cinemascope.
In the central projection tower, the
"twin" idea is also evident, with duplicate
equipment, both booths with their own
operator, each occupying half of the large
tower space.
Six entrance lanes eliminate waiting in
line. There are red and green lights for
stop and go. Ramp boys with red torches
direct cars. When the present thoroughfare
past the drive-in is made a four-lane,
through highway, expected during the
coming year, a traffic light will control inand-out
traffic.
DROP CHUTE TO CASH SAFE
Duplicate boxoffices make it possible
for one or two to operate at one time. A
drop chute for money at the cashier's
fingertips connects with a small safe.
When $25 has been collected, the cashier
drops it in the safe, a precaution in case
of holdup. Only a small amount of cash can
be touched at one time.
The entire acreage has been fenced in.
Landscaping includes $30,000 worth of
palms, hibiscus and other tropical foliage
to lend an exotic atmosphere to an operation
which appears simple and luxurious,
but whose myriad detail has been skillfully
set going like a well-made watch.
CREDITS: Architect: Shutlin & Peterson •
Changeoble letters: Bevelite • Concessions equipment;
Cretors popcorn machine; Gienco deepfreeze;
Hotpoint deeptryer • Playground equipment: Miracle
• Projection: Century • Sound: Century and
Simplex • Speakers: Simplex • Theatre consultant:
Fred Bearden jr.
Walk-in seating is a definite asset to any
drive-in theatre adjacent to a residential
area or on a route where patrons may come
by bus.
The MODERN THEATRE SECnON

Miniature Train^ a Potent Boxoffice Lure.
Should Be Given Prominent Location
/according to Edward Ljder. Yamins
Theatres of New England, a miniature
train is a very potent attraction for children
and the train should be placed as
prominently as possible near the highway
or near the entrance. In one of the Yamins
theatres the train goes to the highway
fence where it can be easily seen by motor-
to attract attention.
ists
The train is made by Miniature Train
Co., Rensselaer, Ind. There is no
charge for rides. Yamins executives believe
it is a worthwhile attraction as a boxoffice
promotion as it gets the kids to the
theatre early and the parents, too. They
have a well-trained attendant who handles
this one operation. As the train is on
tracks, it w-orks on a regular gauge which
varies in length.
The train ride and the ferris wheel are
the most popular kiddy attractions. No
tunnels or bridges are used as yet, but the
Yamins company is considering putting
them in as a tryout in one of their larger
theatres. No adults are allowed on the
trains but they stand around and wave to
their children as they start off.
The first train was installed at the
Yamins Westport, Mass., drive-in in 1953
and was so popular that a second was
placed at the Manchester, N. H., drive-in
that same year. In 1954, they were installed
at the Bay State Theatre, Seekonk, Mass.,
and at the Skyray Theatre, Hooksett, N. H.
In 1955, one was added at the Dartmouth
Drive-In, Dartmouth, Mass.
It is difficult to say whether or not admissions
have increased because of these
trains. They must be installed properly,
they require very little maintenance but
the attendant must be carefully coached
to drive them carefully. The manufacturer
does not do the installing, but the instructions
are easy to follow to put them into
operation.
The attendant is given a sharp screening
before he is given the job. He must
be a careful driver, especially on the turns,
and he must first of all love and understand
children.
The length of the rides varies at different
times. If there is a large crowd of
children waiting for rides, the attendant
gives them a shorter ride and during the
rush hour that is true, too. The train has
strong publicity value as an attentiongetter.
Occasionally the train is advertised
in the local papers, usually when it is first
installed. The rides are all located around
the screen building—off to one side of
the playground. The train is shut down
the moment the show starts, as the entire
playground is closed off at show time.
The area having the train is fenced off
as a precaution against possible danger.
Thus, other kiddies cannot cross the tracks
or get involved with the train in any way.
The attendant is warned to watch out for
ground grading. Level ground is always
safer. Children from the ages of 3 to 12
are welcome in the trains. Parents are
allowed to place them in the seats, as they
feel more secure in putting them in themselves.
far greater strength and
safety, unequaled popularity
AMERICAN
PLAYGROUND
EQUIPMENT
• It's the plus factor that makes
American the most respected name
in Playground Equipment . . . Plus
in design—American leads the field.
. . . Plus in performance— /1/7/jroverf
Equipment stronger, more ruggedly
built to assure a lifetime of perfect
repair-free service . . . Plus in safety
for American craftsmen are aware of
their responsibility for the safety of
your children. Thus, with American
you receive far superior design and
performance and unmatched safety.
Send for New Catalog
H
This miniature train at the Preston Driyein Theatre, Louisville, Ky., always carries a full load in its three
cars. The train is the Streamliner made by Miniature Train Co., and is equipped with 270 feet of track.
It has a capacity of 14 youngsters.
BRANCH PLANT AT NAHMA. MICHIGAN
27

1
rofessionals,
TAPE RECORDINGS
A Circuit's Experience
Operating Own Studio
Equipment in the recording studio in the Columbus, Ga
,
two announcers who operate it are equally so. Bquipmen
phone, turntables and pickup arms.
McloRE THAN TWO YEARS experience
with the use of circuit-produced tape recordings
at its drive-in theatres has convinced
the Martin Theatres circuit of their
outstanding value in drive-in operation.
"The tape recorder program has been
very popular and worthwhile in our driveins,"
says President E. D. Martin, "as it
keeps the patrons entertained during preshow
time and during intermission, as well
as being a tremendous asset in creating additional
sales at the concessions stand. In
some cases the installation of the tape recording
program has increased the conces-
BEGAN IN 1953
It vva,s in December 1953 that the circuit
.mnounccd in its house publication, the
Martin Tipster, that a recording studio had
been constructed in the Columbus office for
the purpose of producing radio transcriptions
and Movietime Musictime tapes for
;ts drive-in theatres.
The .studio was set up on a very limited
^cale at first to determine its practicability.
However, any speed record or tape could be
handled. Jim Graves and Pete Watkins
were employed as announcers. Both were
having been employed by
veral radio stations.
.'Mmost immediately Jim. started writing
T .-ejiilnr columr. in the Tipster explaining
'i-''i .'ir-.v -i-rv'w.e and nr.king sugge.stion5
office nf Mar in Theatres is professional and the
t includes a " nixer' board, two recorders, micro-
as to how to make the most of it in better
recordings tailored to the special needs of
the theatres. At the outset these were
being produced for 21 theatres.
TAILOR-MADE FOR EACH DRIVE-IN
"These programs are tailor-made for
each theatre," Jim wrote. "A 30-minute tape
to be played before the start of the firs,
show, and two intermission tapes, one 15
minutes and the other ten minutes. We
play records of all types, talk a little about
them, and do a selling job for the products
at the concessions stand. That, in a nut-
sions stand sales as high as 100 per cent.
shell is Movietime Musictime."
"The tape recording system also eliminates
the necessity of employes making the
announcements in an amateurish fashion
and puts the entire program on a profes-
Before going into the operation of the
system between the theatres and the Columbus
studio, it should be noted that the
now studio is equipped with a "mixer"
.sional basis."
board similar to the ones used in radio stations
which makes possible the blending of
music and voices and also allows records
to be "cued" on an independent circuit. The
circuit also purchased a suitable recorder
capable of enduring constant use and other
allied equipment. Just recently a new
Magnecorder tape recorder was added.
"That gives us two recorders now," Jim
wrote. "Let's face it, 32 hours a week is a
lot of work for one recorder. We find that
by having two, we can give one a rest while
the other is in use."
There are also a new RCA broadcast
quality microphone which gives better
voice reproduction, two new pickup arms
for playing the records, two professional
turntables, and. of course, a supply of records
and tapes— all adding up to a first
class operation.
Records are ordered selectively from
many different companies to get the "cream
of the crop."
New tapes are furnished each week, and
the manager detemiines each night
whether to use the ten or 15-minute one.
Managers are asked to keep the studio
advised of any concessions items changes
and other information about the theatre,
for the announcers try to create the illusion
that they are actually in the theatre,
speaking to the patrons.
A FEW PROBLEMS
Some problems were encountered but
these have been largely overcome. One was,
that theatre managers failed to advise the
studio in sufficient time for the recording
to include a plug on the coming attractions.
Since the programs are recorded a week
ahead of play date in order for them to be
shipped to the theatre on time this advance
information is essential.
Another problem was in the care of the
tapes. Each of the reels of tape will last
a long time if given proper care, and it
was necessary to warn the managers to
keep the tape under cover when not in use
so that it does not collect dust. This not
only lengthens the life of the tape, but
avoids another problem. If a dusty tape is
received back from the theatre and a new
recording made on it, the dusty tape traveling
through the master recorder leaves dust
on the recording heads and the moving
parts, eventually gumming up the machine
so that it will not run until cleaned.
Inside of each tape shipment is a card
with the words: "Return Used Tapes
Pi-omptly." Many theatres let the tapes just
stack up week after week, and in some
cases the studio received as many as four
tapes in one week from the same theatre.
There were eight reels of tape, four reel
cans and four shipping boxes tied up in
that delay, meaning a lot of tape and equipment
laying around not doing anyone any
good. This problem, too, has been largely
whipped.
SPLICING TAPES CORRECTLY
Another difficulty was discussed by Jim
in the Tipster. "These tapes we're using are
pretty flimsy things. Well, that's all right
because it's necessary to get the fidelity
out of them and to have them work best in
a tape recorder. Tliese tapes ivill get broken.
But, even a broken tape will give excellent
service, if it has been properly spliced back
together again. I'm going to try to give you
a few tips on how to make better splices,
because many tapes have come back to
the Columbus studios with bad splices, and
Continued on facing page
28
The MODERN THEATRE SECTION

DO A SALES JOB
Service Available From
Commercial Studios
Is THERE A ROLE FOR tape in the
drive-in theatre operational picture? Companies
engaged in providing tape-recorded
music and announcements for drive-in theatres
emphatically certify "yes!" And drivein
theatre management utilizing such service,
a good part of it hard to convince at
the outset, now agrees enthusiastically.
What then is the part that tape plays?
And how did tape make its entrance on the
drive-in scene?
At intermission time when the busy manager
of the drive-in scoots into the projection
booth to mumble and stumble through
a few kind words about facilities and
snack bar features, the drive-in patron is
dismayed at the picture delay. He is annoyed
with the shoe-pinching, hard-shell
method of pitching snack bar wares.
Then when the microphone-misfit, otherwise
functioning effectively as manager,
gratefully finishes with, "Thanks for coming:
hope you enjoy the show" and turns on
the record player, the patron may wonder if
this whole trip was necessary as he is
forced to listen to the scratchy strains of
last year's hit tunes.
A PROFESSIONAL SERVICE
On this unhappy, unhealthy scene—enters
the professional tape service. Certainly
the need is there. What are the services
rendered?
In the first place the tape service is
complete. Enough music is provided to entertain
customers before the show, top
tunes interspersed with disk-jockey comments
and chatter. Announcements are all
tailor-made for each individual drive-in.
There is a pre-show announcement, an intermission
announcement and a car-break
announcement with music following each
of these to take up the slack 'till the projector
is ready to roll. And all house announcements
requested by the drive-in are
included on the tape as a part of the service.
Most important, the announcements are
skillfully written and just as skillfully
spoken. And with each new tape comes a
rewording of announcements to break the
pattern of boredom. To the confirmed subscribers
of tape service the professional announcement
can alw-ays be counted upon to
give snack bar receipts a comfortable boost.
Without actually being aware of it, the
drive-in patron is nudged toward the snack
bar where he spends his dollars willingly
And all because "There's no movie really
complete ivithout plenty of crunchy. piping
hot. kettlefresh popcorn. Mmmmm-mmm
— good down to the last delicious bite."
While the tape runs on the tape recorder,
the manager who otherwise would be con-
fined to the booth making announcements,
finds better use for his time—at the boxoffice
tiandling incoming traffic, at the
snack bar or elsewhere in the theatre area.
The problem of scratchy music created
by worn-out records is solved, too. for all
selections on tape are of the top-tune variety.
Of prime importance, their reproduction
is hi-fi, giving the same fine quality
as a
top sound track.
Tapes usually are made up in the following
manner:
In the first direction, the tape is recorded
with 45 minutes of popular music,
presented disk-jockey style. Various announcements
of general interest to drivein
operation are included.
The tape is then rethreaded and a Pre-
Show Announcement is recorded which
should be played about 15 minutes before
the show begins. This, together with the
above will offer a full hour of music and
entertainment before the show. The Pre-
Show Announcement is followed by 15 minutes
of music.
About one-third of the way through the
tape, a white identification tape indicates
the beginning of the Intermission Announcement.
This announcement is also
followed by 15 minutes of music.
Two thirds of the way through the tape,
another white leader tape indicates the
beginning of the Car Break Announce-
Studios Need This Data
To Provide Tape Service
The drive-in exhibitor should provide
the following infonnation when ordering
professional tape recording service:
1. List the items served at your snack
2. List your drinks. Hot
Cold
JUMBO?
3. Do you have a playground? If so.
where is it located?
4. Where are the restrooms located?
5. Where are the drinking fountains
located?
6. What is your opening date?
7. Are there any special instructions
to give patrons upon leaving the theatre?
8. Is there any additional information
you wish incorporated in your tapes?
9. Please print the name of your drivein
and its mailing address.
10. Do you wish weekly service
Biweekly service
11. Do you have your own tape recorder?
If so, what is its make?
What speed does
12. If you wish to buy a machine,
which make?
13. Do you wish to rent a machine?
ment. Again fifteen minutes of music follow
the announcement.
Altogether the tape provides:
• 45 Minutes of Music
• 15 Minutes of Pi'e-Show Music
• 15 Minutes of Intermi-ssion Music
• 15 Minutes of Car-Break Mu.sic
• And Individually Tailored Announcements.
Yes, the drive-in theatre can be run without
the use of a tape recorder and a professional
tape. The most adamant supporters
of tape service will agree to this.
However, they .say, the man who runs the
most efficient operation is the one who surrounds
himself with competent assistants,
especially when the price is right.
Even if you don't subscribe to a service,
they'll tell you, put a tape recorder in your
booth and when your mood is relaxed and
your time your own, record a sales-paced
announcement that says what you want it
to—on tape!
A CIRCUIT S EXPERIENCE
Continued from opposite page
we have had to make the splices over again.
"If you have a reel of our tape handy,
take a look at it right now. You'll notice
that one side of it is highly polished and
shiny, and the other side looks dull. This
dull side of the tape contains the recording.
Please, don't ever put splicing tape, or
tape of any kind, on this surface, because
that portion of the recorded side of the
tape will be 'dead' where it is covered.
If you should break a tape, here's what to
do: Take the broken ends of the tape and
hold them overlapped, between your fingers.
Using scissors, cut through both
strands of tape. This will trim off the
broken ends and give you a clean, even
splice, with no bumps or jumps when the
tape is used again. Now, put a small strip
of splicing tape, which you were all .sent
from the Columbus office, on the shiny
side 07ily. Then take your scissors and trim
off the excess splicing tape.
"Remember one thing, though! Don't
wrap splicing tape, or tape of any kind, all
the way around the recording tape, covering
both sides. This will only serve to blot
out the recording under the splicing tape.
"Here's another way a few people could
help us out. Please be sure to return the
tapes each week on the same reels that
you receive them. These reels are marked
with their contents, and if someone runs
the tape onto the take-up reel and neglects
to rewind the reel before returning it. the
labels will all be wrong."
So successful have the tape recording
programs been with the Martin circuit that
there are now 32 theatres in 27 cities receiving
them. Something new, also, that
the circuit is tr.ving out is taped music for
indoor houses. A 15-minute program of
music, expressly designed to fit in with the
current attraction is put together to be
used before the theatre starts its first show
each day, and intermissions, if desired.
BOXOFFICE :: April 7, 1956
29

SWIMMING POOLS GAIN AS A DRAW FOR DRIVE-INS
By DAVID C. SIMONSON*
As THE DRIVE-IN movie trend continues
to grow, the need to expand profitmaking
facilities beyond the after-dark
hours has developed. Originally, food concessions
and some playground facilities increased
customer appeal at many drive-ins.
Then miniature golf, driving ranges,
archery and other sporting activities were
added to drive-in facilities, so daylight
hours brought revenue, even before movies
could be shown.
Now, the commercial swimming pool is
becoming a must item for many drive-in
operations, first, as a crowd-puller, and
second, as a great money-maker, both directly
and indirectly. Those who use swimming
facilities usually patronize food concessions,
and, as more recreation is avail-
interference with other activities is minimal,
nance costs, that will go in rapidly so
able at a drive-in site, more patrons for and one which can be built late in the year,
both the movies and for auxiliary activ-
or in the early spring, when drive-in activ-
ities spend, not only a few hours after
dark, but entire days.
Because the drive-in is a commercial
operation, any pool built for this type of
installation has to meet health department
pool codes in regard to filtration, chlorination,
safety factors, etc. Since there are
many ways to build pools, the drive-in
operator must find a way to build a pool
that will comply with all regulations. He
must have a pool that will stand up in all
climatic conditions without high mainte-
ities are at a minimum. The drive-in
operator also should consider a pool by a
reputable national firm, so he is sure of a
product that has been proven throughout
a wide area.
During the past few years, what has been
called "the greatest advance in the swimming
pool industry in the past 50 years,"
has made it possible for small clubs, municipalities
and institutions to have pools at
up to 20 per cent less cost than previou.sly
for a top-quality, steel-reinforced, poured
concrete swimming pool. This development
is the precast swimming pool designed by
Amcrete Corp. of Ossining, N. Y., and
A Precast, Poured Concrete Pool That Was Completely Erected in
Four Hours
Here's how Amcrete pools are built. On a fully sieel-relnlorced poured concrete
floor with keyways left for panels, precast buttresses are set at the joints of
every wall over 20 feet, establishing a carefully engineered cantilever support
for wall sections. Then the first precast section is lowered into place.
The wall panel, set in the keyway, is bolted to the buttress, and dovetails
into the next panel. Here a typical floor with non-skid surface is shown, showing
the hopper-type bottom at the deep end, and the main drain. The precast
panel is glassy-smooth as it comes from the factory.
With one side bolted into place, the shallow end is set. Chromed bronze fittin'js
can be seen precast into the end pa;.c/, and the remaining wall panels in place in less than four hours. On a 45xl05-foot pool the walls went up
The entire pool is now complete. On this 20x40-foot pool the walls were set
Qie or the tnck, .is they ore shipped from the plant. On large, commercial in only one day. Here the smooth v, alls have been painted with a rubberorner
of the shallow end, and water is
pool-: :t .ciGv ioks -Vo or more trucks to deliver the buttresses and panels to the based paint, concrete steps set in a i
p50i siiy' r.V. ;.^?.-t-;> iT.o.'s tire available in live stock sizes. being put in the pool. Only backfilling remains to be done.
The MODERN THEATRE SECTION

manufactured exclusively by the Marietta
Concrete Corp.. with plants throughout the
eastern half of the nation.
These precast pools can be built in much
less time than with other methods. Because
of precasting, the pool owner is assured of a
perfect pool every time. Costs are cut because
form-work on the job is eliminated.
Precasting under ideal factory-controlled
conditions assures the pool owner of finer
ing cleaning much easier, reducing maintenance
costs to an absolute minimum.
STEEL REINFORCED WALLS
Safety Signs at Play Area Cut Accidents
Safety signs, regular checks of equipment
and staff supervision are three factors by
which a drive-in theatre manager can hold
playground accidents to a minimum.
Norman R. Miller, vice-president of the
American Playground Device Co., recommends
that these safety tips be posted near
the equipment: "Don't kneel or stand on
swing seats." "Don't climb on frames."
"Don't jump off swing when it is still in
concrete, smoother, more finely finished
walls, stronger and more durable pools that
are not dependent on the ground for support
or on good weather for curing.
motion." "Don't stand near swings in motion."
"Don't sw'ing crookedly." "Don't hold
The walls of these preca.st pools will not
chip, flake, spall, pit or honeycomb, mak-
a smaller child on your lap while swinging."
It is important to make frequent checks
of equipment with wooden sides to make
sure that no slivers, screws or nails have
become expo.sed. Soft, clean sand must be
kept at the bottom of slides to cushion the
landing.
Horseplay has cau.sed some accidents on
slides. Dangerous practices to avoid include:
Overcrowding on the platform, more
than one youngster sliding at one time,
sliding backwards, and crawling or running
up the slide.
Since the see-saw is made of wood, it
should be Inspected regularly. Worn or
cracked boards should be repaired promptly.
Pi-ecast Amcrete pools are built rapidly.
Walls for a 40xl00-foot pool can be erected
in six hours! The wall sections, which
dovetail into each other, are set on a
previously poured steel-reinforced floor.
They are bolted to buttresses and to each
other in the corners, establishing a cantilever
support for the walls. Neoprene
gaskets insure water-tightness. The precast
walls are steel-reinforced, consistently
average 5.000 pounds per square inch compressive
strength, and are stressed to stand
up in all types of climatic conditions.
The precast pools may be had in any
size, from 15x30 feet up to the largest
Olympic-sized pools. The most popular
pools for drive-in installations range from
30x60 feet, which can be had for about
$16,000 including filtration, chlorination
and some equipment, to a 40x82 '2 -foot
Olympic-length pool, which, as a fairly
complete installation, costs around $30,000.
One of the advantages for the drive-in
operator now planning a pool is that Amcrete
Corp. has representatives in most
states where production facilities are available
for servicing, advice, construction.
ORCHIDS
A Box Office Builder Tliat
REALLY BUILDS BOX OFFICE
QVVomen love these
exquisite Hawaiian
Vanda Orchid
corsoges. Theatres
from coast to
coast report
omazing increase
in attendance
when they're used
as giveaway for special events, picture
tieups, openings. Ladies Nights, etc.
Flown direct to you from Hawaii in easy
to core lor tray cartons dewy fresh as
picked. Order 100 or thousands. Keeps
for days. It's the high prestige idea at
low cost. Free advertising aids.
Write for price list and illustrated booklet
Dept.—BO 26
Flowers Of Hawaii -H.C.Krueger
MAIL COUPON
FOR COMPLETE
INFORMATION
AND PRICES
r
Designed by qualified engineers
and certified by licensed consultants
experienced in theatre design.
Selby towers have successfully
withstood all hurricane winds.

HKILLARAMA IS
DESIGNED FOR EVERY THEATRE
Completely Portable Screen and Booth Attachments Needed for Projection
Are Furnished on Rental Basis, No Investment in Equipment Necessary
By CONLEY G. COX*
Thrillarama, the revolutionary new
dual-camera process recently developed in
Texas by Albert H. Reynolds, was visualized
from the outset as the development
of a new widescreen process which could be
made adaptable to any motion picture theatre
in the country without requiring the
exhibitor to make any investment in new
equipment. Such a process, when developed,
would afford to all exhibitors, big and
little alike, the opportunity of bringing
this new kind of movie realism to their
patrons.
PORTABLE SCREEN FRAME
One of the most intriguing and challenging
problems encountered in the development
of the process was the problem of designing
and constructing a screen frame
which was completely portable and capable
of being quickly erected and removed from
any given theatre without requiring the
theatre to close down even for one day.
Another requirement of the screen frame
was that it be completely adjustable as to
both height and width, and by virtue of
this adjustable feature, in effect, become
a custom-made screen for any motion picture
theatre in which it might be installed.
During the early stages of the development
of the Thrillarama process. Reynolds
and his associate, Dowlen Russell, used as
a test theatre, the Capitan Theatre in
Dallas, where a screen frame of very light
weight aluminum tubing was installed. It
proved satisfactory for the purpose, but
did not have all of the portable and adjustpublit
ctor for Thr
Method of projection of Tfirillarama, new dual-camera process, is shown in this sl

:
April
is accomplished by the two existing conventional
motion picture projectors in the
booth. They are locked tof;ether and two
films are projected simultaneously iwith
crossed beams' each covering one half of
the screen's surface. A special patented device
dovetails the two scenes where they
meet in the center of the screen.
Another patented device is attached to
the base of the projector for horizontal ad-
Please rush me RCA Control System details
Watch those receipts!
TALLER & COOPER ADMISSION CONTROL SYSTEM
Places you, the owner, in control of the box office.
Puts you In
a position to realize full take.
Signals number of occupants in incoming cars to patrons and management.
Automatically records amount of each paid transaction.
Double-checks, records number of Incoming cars via 4contact treadle.
Albert Reynolds, who with /lis associate, Dow/en
Russell, invented and developed the dual-camera
Thrillaramo process. Both have many yeors' experience
behind them as circuit executives.
justments on the screen. A requirement is
the use of 5,000-foot magazines, and there
is a short intermission period in the middle
of the program for the changeover. No
alterations are needed in the regular booth.
The screen frame, the screen, the traveler
track and the curtain are all provided on
a loan basis at no cost to the e.\hibitor; in
fact, the booking of "Thrillarama Adventure"
in any theatre affords to the exhibitor
a complete package, including the items
mentioned above, together with all necessary
booth attachments, as well as the
print
itself.
EQUIPMENT IS PORTABLE
All of this equipment is completely portable
and can be transported by any mode of
transportation.
A substantial number of the necessary
equipment packages are now being assembled
and will be available for use immediately
after the Texas premiere of "Thrillarama
Adventure" in early May.
This first picture in the new process was
filmed by duplex motion picture cameras,
scientifically mated on a special base
mechanism, and using a special optical
system of mirrors and lenses. Capable of
covering an area more than twice that of a
normal camera, the scene is filmed in two
parts on separate film strips using the full
aperture on both. The sound track is recorded
and played on a separate reel. Both
closeups and long shots are photographed
without distortion. The cameras are made
in France, but the photographic system was
engineered and built by the Raphael G.
Wolff organization. Patents have been applied
for.
Reynolds is president and Dowlen Russell
vice-president of Thrillarama Productions,
Inc.
No tickets— eliminates expense of buying and handling tickets.
Keeps accurate, simplified records for tax-figuring.
Usually pays for itself by increasing earnings.
Urgent
. . . send coupon for complete details in a hurry!
^j^t.
(^p
Theatre Equipment Sales
RADIO CORPORATION of AMERICA
IMPROVE YOUR THEATRE
And You
IMPROVE YOUR BUSINESS
The Beocof Ray light is the best
"atfenfion getter"
you can buy for your dollar!
You can double the value of your signs and spectaculars
at a mere fraction of their cost, by mounting
a few flashing FEDERAL Beacon Ray lights at
the top of the screen or other effective location.
Gain attention miles away — bring potential customers
within reading distance with Beacon Roy
lights.
Don't Forget the Safety Factor
-Where exits open on busy
red Beacon Ray lights w
accidents.
but not least, the Utility Factor
IJJ'H:n< SIGN and FMTiTI
8764 S. State St., Cliicago 19, III. CorpOratlOII
BOXOFFICE :
7, 1956 33

I
1 may
1
head
1
The
I
Sound Systems for Medium-Size Theatres
Said to Offer Quality at Economical Cost
Westrex Corp. has announced the Westrex
Standard sound system, second of three
new Unes the company has developed to
meet requirements of recent technical
developments in the motion picture industry
The Westrex Standard is said to be
engineered to the needs of medium-size
theatres without sacrifice of quality. When
installed and serviced by Westrex engineers
it assures fine performance at low
over-all cost.
components of the Standard multi-channel
or single channel sound system are engineered
to provide sound systems that are
simpler, smaller and from five to 30 per
cent cheaper than comparable 1955 equipment.
The new Standard systems are also
easier and quicker to install and maintain.
They are for use with magnetic and photographic
reproduction.
READILY EXPANDED
Utilizing the new major components of
Westrex Standard multi-channel sound
systems, the single systems are designed to
give the best sound reproduction for theatres
not yet ready to convert to stereophonic
sound. They can readily be expanded
Westrex Standard sound system's 53B multi-channel
transmission cabinet.
into multi-channel systems.
HOW MANY PATRONS DO YOU LOSE
BECAUSE OF
SIMPLY LIGHT IT and
MOSQUITOES DISAPPEAR
HARMLES — FRAGRANT
A 25«' pacl< will lost for 12 hours
or approximately 4 full shov/s.
Costs you only 15< plus postage.
We will supply Free of Charge
advertising materials and a sound
'raiitt
Photo shows four-channel unit.
The Westrex "penthouse" RIO reproducer
has two impedance drums. An adjust-
PATKUIM9 U\J iv/M i.wji.
^
for use during intermission.
WILL ELIMINATE YOUR
MOSQUITO COMPETITORS. _
WITH PIC YOU CAN BETTER YOUR
BUSINESS AND MAKE MONEY BESIDES!
PIC saved many Drive-in businesses
this summer; it v/ill save yours, too.
PIC is already serving more than
300 satisfied Drive-in Theatres.
^«.«.» "l^^.-.-ln 0(tal^
r5^"?^^ "^^
837 Broad St., Newark, N. J.
Tel.: MItehell 2-0639
II
if
Westrex Standard sound systems /5 type loudspeaker
assembly with Westrex 80 high-frequency
unit. Designed for medium size houses.
able idler roller is provided to match the
length of film path for different makes of
projectors. A large 32-tooth sprocket controls
the film on both sides of the magnetic
head. A four-track magnetic reproducer
head is mounted on a separate plate which
be easily removed and replaced with a
assembly of fewer tracks if required.
RIO reproducer is a film-pulled mechanism
which does not require any addi-
tional motor or drive.
The Westrex R6 photographic sound reproducer
features special timing belts which
do not slip nor stretch and are noiseless
in operation. The R6 with its longer optical
path and equilight diffuser is said to
assure best reproduction from either variable-area
or density sound tracks.
AMPLIFIER WALL-MOUNTED
The 5 IB multi-channel, magnetic preamplifier
cabinet is wall mounted and contains
up to four pre-amplifiers, control
amplifier, low pass filter, changeover and
muting relays for multi-channel magnetic
reproduction. The 52A multi-channel control
cabinet is wall mounted and contains
control equipment for single and multichannel
as well as non-synchronous and
emergency operation.
Westrex Standard 26 type 30-watt
power amplifiers with their new circuits
and specially wound coils are said to deliver
more output with less distortion and
with the use of less current with standard
vacuum tubes than with any previous
amplifier with this power.
The 48A single-channel control cabinet
size is small in and may be wall mounted.
Westrex Standard 47 type single-channel
transmission cabinet is only 20 inches high
and may be wall or table mounted. The
booth monitoring loudspeaker is located
within this cabinet.
The MODERN THEATRE SECTION

Flowers and shrubs o/ong the drive-in theatre's entrance approach con be attractive picture. Effective lighting also prolongs the hours in which patrons
silhouetted by fluorescent lamps and other floodlighting units to create a very may enjoy the beauty of such landscaping.
LIGHTING TECHNIQUES TO ENHANCE THE DRIVE-IN
Floodlighting
Shrubs and Flowers Makes fhe Most of Landscaping Investment
Ibight is the only medium which the
drive-in theatre operator has at his disposal
for on-the-spot advertising of his
theatre," George T. Howard, theatre lighting
specialist. General Electric Co., told exhibitors
who toured several areas of the
company's famous Nela Park Lighting Institute.
The tour of the veritable "house
of magic," which is equipped with fascinating
lighting demonstration devices, was a
feature of the recent National Allied Drivein
convention.
Howard pointed out the false economy of
trying to save a few cents a day by cutting
down on the only method exhibitors have
of attracting on-the-spot patrons. "Use
light," he said, "and use it effectively."
He suggested that the attraction board
should be placed so that it is perpendicular
to the highway flow of traffic, because a
reader board on the back of the screen
tower parallel to the highway does nothing
but cause highway traffic congestion. The
passing motorist usually cannot read such
a board until he has already passed the
drive-in turnoff. For theatres already in
this predicament, Howard advised that cutouts
or additional attraction boards should
be placed beside the roadway and floodlighted
so that motorists can read them
at
night.
"There are a number of lighting tech-
Continued on following page
It is a very simple matter to light trees and the effect is well worth the effort for they are excellent
attention-getters. However, exhibitors should be careful not to try to light too tall a tree located behind
the screen tower for it would prove distracting to patrons inside the theatre.
35

I
I
[
ments
The Admission
Control System
that means
Good Business
Good Showmanship
Corporation
for
in '"''
Ari .
General Register Corp.
43-01 Twenty-Second Street
Long Island City T, N. Y.
1018 So. Wabash Ave. Chicago 5, III.
LIGHTING TECHNIQUES FOR DRIVE-INS
Continued from preceding page
niques which do not seem to have been
applied by too many drive-in operators, but
which could do a great deal for the business.
For instance, almost all exhibitors
have a great investment in landscaping at
the entrance of the theatre. Effective lighting
of this investment not only enhances
the entrance but extends the hours in
which this landscaping can be enjoyed by
the public," Howard said.
FLOODLIGHTING SHRUBS
"Shrubs and flowers in front of the
fence can be silhouetted by fluorescent
lamps or other floodlighting units to create
a very pleasing picture, instead of not being
seen at all. Ti-ees, for example, are very
simple to light, but most effective as
attention-getters. Be careful, however, with
trees. Don't try to light too high a tree
which is behind the screen tower, for this
will be distracting to patrons inside the
drive-in."
Howard suggested that playground areas
at the entrance of the theatre should be
floodlighted at night. This increases the
useful hours of another large investment,
because many automobiles contain wideawake
children long after dark. It is interesting,
he said, to see how these children
can influence their parents and how the
theatre can get two or three more patrons
as a result.
Another speaker at the Nela Park program,
Wilbur Riddle, resident architect of
the Lighting Institute, reminded exhibitors
that: "Approximately 85 per cent of our
impressions are received through our eyes.
If this is only half true, lighting becomes
a very potent tool in creating desirable
atmosphere and appropriate moods for an
LIGHT POINTS UP AREA
To point up this fact. Riddle said: "If
you will close your eyes you will quickly
find that the shape, size and volume of the
area you are in have disappeared. You are
not conscious of what might have been a
very pleasing color scheme and arrangements
of texture and the like. Your principal
method of appraising an area under
such circumstances would be through the
sense of touch.
"Light can be used effectively to control
traffic, attract attention, and create a
favorable impression. Lighting vertical
surfaces introduces flexibility into a decorative
scheme. Changing the arrangement
of vertical surface lighting can be accomplished
by merely flipping a switch. This
can change the appearance, size and shape
of a space. Surfaces upon which there is
a subject-matter interest, such as photomurals
or designs, color and pattern interest,
usually need uniform lighting from
top to bottom. Spots of light on a wall,
such as that resulting from bracket units.
introduce sparkle to an area if the arrangeare
in rhythms and cadences. However,
if overdone, the area may become
jumpy and nervous," Riddle warned.
"Colored light from ceramic coated reflector
lamps directed to a colorful mural
introduces considerable glamor. Proper
combinations of colored fluorescent lamps
in coves and coffers make possible the use
of colored lighting for decoration; yet when
the lighting mixes to form white light, food,
costume, and complexion colors are not
changed. All-over patterns of small direct
light sources such as down lights or exposed
low brightness bulbs make dishes,
glassware, silverware, costume jewelry
sparkle because of the reflections of these
small sources in the shiny surfaces. These
small sources bring out the sheen in one's
hair and the reflection in one's eyeballs
give a characteristic
glint in the eye.
"Decorative three dimensional sculptures
in light can attract attention to selling
areas or concessions locations," Riddle
continued. "These can be produced by a
pleasing arrangement of opaque shapes
disposed at different distances from a background
and spotlighted from colored
ceramic reflector lamps located in the
ceiling or behind beams. If the lamps are
operated on a dimmer, the amount of the
different colors of light changes the colored
pattern and colored shadows. By being able
to change the amount of light in a space,
people can be made to linger with comfortable
low brightness or be made to move on
with the high levels of illumination and
glaring light sources.
LIGHTING THE CONCESSIONS
"In a sense the glamor of the interior
of concessions buildings is competing with
some of the glamorous interiors one sees
on the screen. Sometimes lighting vertical
surfaces with a warm color of light in the
spring and fall and a cool color of light
in the summertime creates pleasing environments.
Textured surfaces lighted by
warm colors from one side and cool colors
from the other side of the textures creates
very pleasing iridescent effects."
Look to Good Drive-ln Year
An optimistic view concerning the current season'^
drive-in business v/as expressed by these men in
attendance at the recent National Allied drive-in
convention and tradeshow in Cleveland. From left,
they are: Bert Robbins, National Screen Service;
Charles Okun, special theatre representative, Coca-
Cola Co., and John Servies, vice-president, National
Theatre Supply. Exhibitors at the tradeshow were
also enthusiastic and in a buying mood.
The MODERN THEATRE SECTION

Variety of Devices in Large Playground
CONTROLLED
SAFE PLAY
HUlWUIII
Protect the ctiildr
playplay.
ground facilities with the
line of Recreation Equipment. Modern structural
design, rust-resistant construction ond
competitive price are the major reosons to
first consider the Recreation Line for your
playground installation.
it's sofe playtime when children use Recreation
Swing Sets. Short-span frame maintains
adequate swing separation, features
oilless swing bearings. Flexible rubber seal
belts hold youngsters secure, reducing dan-
A variety of play equipment in the large playground in front of the screen tower at the Star-Lite Drive-lr
Theatre, Eliiabethtown, Ky., is a big draw for the kiddies. Benches are provided near it for
A showman of the first order, Robert T.
"Bob" Enoch, president and general manager
of the Elizabethtown Amusement Co.,
is fully convinced of the great value of a
large playground to the over-all operation
of a drive-in. At the Star-Lite Drive-In
Theatre, Elizabethtown, Ky., a complete,
free playground is located in front of the
screen tower for the benefit of the kiddies.
Included in the large array of amusement
devices are hand-operated merry-gorounds,
several slides, regular swings for
the larger children, small chair-type swings
for the little tots, and see-saws.
Surrounding the playground area on the
base of the screen tower are cut-outs of the
famous Walt Disney cartoon characters
which add color and interest.
The playground is open about two hours
before showtime, and is closed at the start
of the program, but is reopened at intermissions.
In addition to the free playground,
Enoch installed a large, motor-driven
merry-go-round, complete with a record
player providing carousel music. It is located
right at the entrance to the theatre
where it can be seen from the road and
also from the boxoffice at the time of
ticket purchase.
The kiddies took to the big ride 100 per
cent, and it has proved a means of bolstering
the business at the drive-in. The initial
ride is free and all subsequent rides are
ten cents each. This motor-driven carousel
has been at the theatre for two years and
the additional rides at ten cents not only
paid for it but now create additional revenue
for the enterprise. Before installing
the carousel the theatre had used live
ponies.
Enoch also controls the State and Grand
indoor theatres in Elizabethtown and the
Knox Drive-In Theatre, Vine Grove, Ky.
SMPTE to Show Equipment
cials, high-speed photography, motion picture
screen brightness and educational TV.
A studio lighting symposium is scheduled
At Spring Convention
for the NBC Colonial Theatre.
Convention guests will torn- the DuMont
The 79th semiannual convention of the Telecenter, view a Todd-AO screening of
Society of Motion Picture and Television "Oklahoma!" at the Rivoli Theatre and
Engineers will exhibit latest developments attend a sound recording session at the
in professional equipment for motion picture
Pine Sound Studios.
production and television use. Film The Association of Cinema Laboratories
processing and editing machines, motion also will meet during the SMPTE convention.
picture and high-speed cameras, lenses,
sound and animation equipment, and TV
color cameras and projectors will make up
the display in the New York Statler, when Jack D. Braunagel, United Theatres
the SMPTE convention meets April 30- executive, says, "Don't try to sell the parents
on taking the kids to the show— sell
May 4. Exhibit chairman is Everett Miller.
Sixteen technical sessions during the the kids on taking the parents. Kids can be
convention will be focused on laboratory sold that movies are a new land of wonder
practice, motion picture production and to them. Get them in your theatre— then
viewing, TV studio lighting, TV commer-
them as never before."
sell
Hot galvanized, structural steel supports
and ladders, high guard roils and heavyduty
chutes of Recreation's All-Metoi Land
Slide guarantee safe playtime, plus years
of
maintenance-free operation.
Available in Round or Hexagonal Styles, in
open or closed types, ore Recreation's
Merry-Go-Rounds. Corrying capacity for up
to 40 children. Exposed metal parts ore hot
galvanized—wood parts painted with two
coats of
high-grade enamel.
structed from hot galvanized, heavy-gouge
steel pipe and certified molleable castings.
Boards of Yellow Douglas Fir ore clamped
to notched fulcrum castings. Chain locks
prevent removal.
Write for your Recreation Cotalog giving
complete information about a line of Playground,
Swimming Pool and Basketball
Equipment.
NUi.wniii
RECREATION EQUIPMENT CORP.
Eiohtll St.
- Anderson, Indiana
BOXOFFICE :: April 7, 1956 37

How to Patch Holes in Paving at Drive-In
The following instructions for patching
holes in drive-in theatre paving are reprinted
from the Martin Tipster, house
publication of Martin Theatres. They were
given by Cecil Carr of the Ritz Theatre,
Greenville. Ala.
Supplies: Cutback asphalt AC-5 or plain
hard asphalt, and highway slag. (Can be
obtained from any building and supply
house.)
Equipment: One push broom with steel
bristles (obtain from hardware store), two
wheelbarrows, three shovels, one pouring
pot (borrow from city or county road
department).
Labor: Five or six men: one man to dip
and carry hot asphalt to required place,
one to haul slag, one to pour asphalt, two
to put slag in holes, and one to spread slag
over holes equally. Theatre employes are
good patching labor.
All holes must be swept clean of loose
dirt or particles with steel broom.
Place a 55-gallon drum on bricks high
enough to put a fire under it. If AC-5 is
used, it will be delivered in drums. If hard
asphalt is used it will have to be broken
up and placed in the drum for heating.
Heat asphalt slowly to boiling point. It
usually takes two to three hours of slow
heating. Do not try to heat fast. If heated
fast, it will cause the asphalt to flash up
out of the drum and catch afire.
Dip hot asphalt out of drum into a fivegallon
can. This can be done with a onegallon
can attached to a four or five-foot
sack (2x2 timber) used as a dipper. Take
the asphalt to place to be patched and pour
in pouring pot. You are ready lor patching.
Pour thin coat of hot asphalt in holes,
enough to cover the surface. Put enough
slag to cover the asphalt. Use steel brush
to spread slag equally over holes. If holes
are deep the process will have to be repeated
to bring the patching up to ramp level.
We found it best to heat and pour one
drum of asphalt per day until completely
finished.
CAUTION: Do not get hot asphalt on
skin.
Three Methods of Applying
Rock Salt to Control Weeds
On Unpaved Drive-In Areas
"Weeds are probably the most annoying
feature of the average unpaved drive-in
theatre," says George M. Petersen, nationally
recognized authority on the construction
and maintenance of outdoor theatres.
"The only solution to the problem
is to keep after the weeds until they are
eliminated."
One of the most effective weed-fighting
agents, according to Petersen, is rock salt.
He recommends three methods of applying
rock salt for weed control. If quick results
are desired, the salt should be converted
into a saturated solution and sprayed
on the surface, using about one gallon per
square yard of area. For continued results,
Petersen says it is better to distribute
the crystals over the area, using
about one-half pound per square yard of
area. For a thorough treatment, he advises
a combination of both of the foregoing
methods.
Early spring, Petersen says, is the most
effective season for applying the granular
treatment as early rains will dissolve the
salt and carry the solution down to the
roots. The dry, hot season is the best time
to apply the saturate solution as the
liquid is absorbed by the root growth and
is
not diluted by rain water.
SEE YOUR THEATRE EQUIPMENT DEALER
DAWO CORP. . 145 N. ERIE ST. • TOLEDO, OHIO
Installs Automatic Admission Control
The Associated Pi'udential Theatres'
drive-in at Massapequa, L. will be
I.,
equipped with a four-lane automatic,
ticketless admission control system. Announcement
of the installation was made by
Edward Seider, representing the circuit,
and A. J. Piatt, manager of theatre equipment
field sales for RCA Theatre and
Sound Products.
Many drive-ins use asphalt on entrance
and exit ways. There are a few which have
asphalt over the entire parking area.
The MODERN THEATRE SECTION

Wagner Knows
Show Merchandising
— and provides the most effective means of selling every attraction . . . panels and
letters which comlaine the best in "point of sale" display. Thai's why more theatre
owners install them than all other makes. Wagner window type panels are available
in any size and readily serviced without removing frames. Economical Enduronamel
panels comprise background and letter mounting arrangement.
You also have a wider selection of sizes and colors when you use Wagner
changeable letters with the exclusive tapered slot. Immovable by
wind or vibration, yet easier to change.
If you're building
drive*in, large or
Wogner literature.
nodeling an Indoor theatre
I, you'd better get the fr
Send the coupon NOW!
IMfAGNER SIGN SERVICE, INC.
218 S. Hoyne Ave. Chicago 12, ill.
Please send free literature
on Wagner show-selling equipment.
CITY & STATE-
BOXOFFICE

jjn^^^
New beverage trend gives
progressive tlieatre operators
liigliest refresliment profits
Read ivhat one
of America's
operators says
about
Pepsi -Cola,
and the same is happening in theatres all over the country!
Check your own operation.
Refreshment space is limited. Traffic must turn over fast.
To get the top return from your refreshment space, sell the
brands in the biggest demand. Pepsi-Cola is the fastest growing
beverage in America. It turns refreshment space into sales
for you at a faster rate than ever before in soft drink history.
Pepsi can boost your beverage sales and profits all
the line!
Write today for full details.
along
Pepsi-Cola Company, 3 West 57th Street, New^ York 19, New York
The MODERN THEATRE SECTION

Mew^
IT
PAYS TO GIVE NEW CONCESSIONS ITEMS A TRY
Circuit Gains Addifional Sales by Offering Patrons Something Different
I RYING OUT
new concessions items
is a vital key to attracting
more patrons
to the refreshment
building and increasing
sales and profits.
So believes Fred E.
Muhmel, circuit concessions
manager for
:::ommonwealth Theatres.
This is particu-
frei B. Muhmel
larly true in drive-in
theatres where the customers have
healthy appetite for heavier foods as well
as lighter refreshments. When it comes to
testing out a new item in a theatre he believes
in never selling the new idea short,
but gives it
full promotional support to get
it started. The efforts are rewarding.
30-CENT DRINK POPULAR
Toddy, Tater Dogs, pork tenderloin sandwiches,
home-made chili and 30-cent drinks
were new items tried out among the 32
Commonwealth drive-ins in the Midwest in
1955. Most successful of these new items
were the 30-cent drinks.
"We tried them in all drive-ins," Muhmel
said. "We have had almost a full year of
experience with them and are gratified
with results. We increased our cold drink
sales in 1955 by 9.48 per cent over 1954, and
we feel that the 30-cent drink was largely
responsible for this increase.
SPECIAL IMPRINT CUP
"The effect of having these 30-cent
drinks," Muhmel continued, "was to reduce
the number of ten-cent drinks 3 per cent
and the number of 20-cent drinks 4 per
cent, and 30-cent drinks, of course, totaled
7 per cent of total drink sales. In merchandising
this drink we had made for our
use a special imprinted cup. This, no doubt,
helped to promote the sale of this drink. I
don't believe it is necessary to tell you that
the 30-cent drink will become one of our
regular items.
"Tater Dogs were tried in eight Commonwealth
drive-ins," the concessions manager
said. "This item was furnished us by
a Kansas City supplier and consisted of
a hot dog in a potato batter which had
to be deep fried before serving it to the
customer. They cost us almost 12 cents
each and were sold for 25 or 30 cents, depending
upon locality of the drive-in. In
drive-ins where they were sold, they accounted
for 5 per cent of the sandwiches
sold. I don't believe the Tater Dog will
ever equal hot dog sales, but they will
provide a variety to the sandwich items
sold."
Commonwealth gave Toddy a thorough
trial for the first time in 1955, using it in
nine drive-ins. The report by Muhmel was
that Toddy sold fairly well.
"Pork tenderloin sandwiches were tried
at only one drive-in," he said. "This sandwich
is prepared and breaded by the supplier
and kept frozen until put on the grill.
It was grilled on the regular grill using
coconut oil. Total cost of meat and bun
is 13 cents, selling price is 40 cents. It
has not been what you would call a sensational
item but will provide variety to the
regular sandwich line. Sales per admission
on pork sandwiches were almost one cent.
There is a minimum of preparation and
little
Commonwealth also tried home-made
chili last fall in one of its Kansas City
drive-ins. The chili was served in an eightounce
cup, with crackers. Cost was 11'4
cents: selling price, 30 cents. During the
period it was sold, the sales per admission
were .0135 cents.
Concessions sales per admission at driveins
of Commonwealth were increased by 54
per cent between 1949 and 1955.
Breaking down total sales by percentages,
the concessions manager said that cold
drinks accounted for 40 per cent of the
year's sales.
"We sell, mainly, three drinks," he explained.
"Coca-Cola, orange and root beer.
Grape and lemonade are sold in smaller
amounts where we have extra dispensing
equipment available. We sell our cold drinks
in three sizes—an eight-ounce drink for
ten cents; a 16-ounce drink for 20 cents
and a 24-ounce drink for 30 cents."
Second in total concessions sales for
Continued on following
Six-Point Program to Promote Concessions
Commonwealth Theatres follow a sixpoint
program in merchandising concessions
at drive-ins. The program, as outlined
by Fred Muhmel, is as follows:
1. Use of the theatres' p. a. system by
the manager or by a tape prepared by
a professional announcer in those cases
where we think it advisable; the "pitch"
on concessions being made at least twice
during the evening, once before the show
starts and once just before the regular
concessions break.
2. Use of trailers on the screen. We use
the clock trailer that advertises concessions
and use a very limited number of
trailers put out by manufacturers of
concessions supplies such as the Buttercup
trailer and a Coca-Cola trailer,
and these are used intermittently.
3. Use of point-of-sale material. We
use such point-of-sale ideas as the popcorn
boy put out recently by the Popcorn
Institute. The Coca-Cola wobbler signs
by Coca-Cola, Orange-CRUSH, plastic
Buttercup display, etc. We prefer using
items that use motion or have lights that
flash on and off to attract customers.
4. Use of suggestive selling. The stand
personnel is instructed to suggest large
drinks to drink customers, buttercorn
and family-size corn to popcorn customers.
page
5. We arrange shorts, coming attractions
and screen ads so that an equal
number are run before and after the
concessions break. This is done so that
patrons can come to the stand both
before and after the regular break and
not miss any of the feature. This has a
tendency to cut down on the large influx
of patrons to the stand during the break
6. We purchase equipment and locate
it in the stand in such a manner so as
to receive the full benefit of the equipment's
merchandising value. For example,
we try to locate equipment such
as the popcorn machine or the grill .so
it is in full view of patrons.
BOXOFFICE :
: April 7, 1956

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THEATRE TRADESHOW INTERNATIONAL IN SCOPE
Nearly 300 Exhibit Booths, All on One Floor, in New York Coliseum
To Display Theatre Equipment and Popcorn and Concessions Items
I HE MOTION PICTURE industry's
International Tradeshow to be held next
September 20-24 in the New York City
Coliseum is billed as the "World's largest
exhibit of theatre equipment and concessions
material for better business and
greater profit," in an announcement by the
four organizations participating.
In a handsomely produced brochure
mailed to prospective exhibitors in the
tradeshow are included photos of the Coliseum,
a diagram of the exhibit floor and
letters from Lee Jones, president of Theatre
Equipment and Supply Manufacturers
Ass'n: Bert Nathan, president Popcorn and
Concessions Ass'n; Ray G. Colvin. executive
director, Theatre Equipment Dealers Ass'n.
and Myron N. Blank, president. Theatre
Owners of America, Inc. The letters point
up the fact that the tradeshow brings together
manufacturers and dealers in theatre
equipment and popcorn and concessions
products, plus theatre owners, buyers
and concessionaires, for their mutual profit
and better understanding.
More than 10,000 visitors to this International
Tradeshow are expected. The new
Coliseum has been designed and built especially
for tradeshows.
More than 10,000 visitors are expected to attend the motion r . ii.. :rv s International Tradeshow in
New York City's new Coliseum next September. The huge exhibit, comprising 297 booths, will be located on
the first floor of the building especially designed for tradeshows. Meeting rooms are on the fourth floor.
ii
Diagram of the exhibit floor of the
Coliseum shows 180 Popcorn and
Concessions Ass'n booths (shaded
areas) and 117 booths (white, nonshaded
areas) to be occupied by
Theatre Equipment and Supply
Manufacturers Ass'n and Theatre
Equipment Dealers Ass'n members.
The fourth sponsor of the industrywide
International Tradeshow is
Theatre Owners of America, Inc.
All booth spaces are ten feet wide
by ten feet deep, except where
otherwise indicated on the diagram.
Heavy lines on diagram indicate
back walls of booths. Escalators
and elevators lead to all exhibits
directly from the street. Exhibit
hours will be from 12 noon to
6 p.m. except on the final day
when the show will close at 3 p.n.
Reservations for booth space should
be made with Merlin Lewis, executive
secretary, TESMA, 1475 Broadway,
New York 26, N. Y.
April 7, 1956
43

The fame of
SERVE CANADA DRY QUALITY

sells the name
on the cu p!
THE FLAVORS THEV LIKE —
THE NAME THEY KIMO\A/

Line of Paper Cups for All Uses
Subject of Extensive Promotion
in Broad Advertising Campaign
Dixie Cup Co. will give strong support to
its commercial products, including Dixie
Theatre Design Cups, in national consumer
and trade magazines in an extensive 1956
advertising campaign. The firm also will
participate in sponsorship of three national
TV and radio programs.
The campaign will be geared to the theme
"Not All Paper Cups Are Dixie Cups . . .
Just the Best Ones." Full page ads with
this theme will appear in Time and Parents'
Magazine. Such store magazines as Everywomen's.
Women's Day, Better Living.
Western Family and Family Circle will develop
the Dixie Cup theme as the firm
maintains its advertising leadership in the
cup and container industry established
over the past 30 years.
The three national television and radio
programs will be used principally for advertising
home products and Dixie Cups
for ice cream. Participation is scheduled
for "Queen for a Day," starring Jack
Bailey, currently the highest rated daytime
NBC-T'V woman's program. Dixie Cup
Co. also will participate in Steve Allen's
"Tonight," popular variety show that features
one of T'V's most versatile humorists,
and in "The Breakfast Club," starring Don
McNeill, who has been a morning radio
favorite for over 23 years.
By participating in the "Queen for a
'x' pi 'i;^
A cheerful brown and yellow popcorn cup and five sizes of beverage cups in five colors make up the
new series of Dixie Theatre Design Cups. The beverage cups have two-tone designs in lavender, green,
red, blue and brown and are made in six, seven, nine, J 2 and 16-ounce sizes, with a specific color
assigned to each size to speed service and provide concessions operators with an easier system of
checking all drinks sold. Each beverage cup is imprinted with messages promoting movie attendance.
The easy-to-fill hot popcorn cup resists absorption of butter, margerines and oils.
Day" program, Dixie Cup Co. will get its
message on a 55-station TV network. The
program originated ten years ago as a
radio attraction and soon became a top
feature in that field. It was switched to
West Coast TV. It became such a smash
hit as a regional that it started nationally
as a TV feature shortly after the first of
the year. Dixie Cup is sponsoring "Queen
for a Day" on alternate Thursdays.
NOW.' A leading cola brand
plus a top flavor line all from
one source —
NEHI
Only NEHI offers all these advantages for
more profitable multiple-vending and syrup operations!
Quality beverages. Now you don't
have to choose between a leading cola
brand or a top flavor line. Get both
with Nehi! And because you're dealing
with only one source, you save
time and money. There's one invoice,
one delivery, one delivery date.
Local service on syrups and
equipment. Your helpful Nehi bottler
is just a quick phone call away.
This means you get hurry-up service
on your orders, cleaning and repairs.
NEHI CORPORATION Columbus, Georgia
if necessary. Your equipment is always
working— making money for you.
Low inventories. Order only as
much as you need when you need it
and get prompt deliveries from your
local Nehi supplier. That way, your
merchandise is always fresh — more
marketable.
Get the full f;tory! Get in touch with the
Nehi bottler in your community or write:
Nehi Corporation, Columljus, Georgia.
it's that NEHI kn')w-how that's made the difference—for more than 50 years!
The MODERN THEATRE SECTION

ARMOUR INTERMISSION
SHORTS for Drive-ins
They're sales-tested!
. . 33 M% • • •
These one minute color food films
have increased concession sales from
coast to coast!
Concession owners and drive-in
operators from Maine to California
report concession business picks up
25% . and more over
the previous year when they show
Armour's colorful intermission
shorts. Think what such increases
would mean in dollars and cents
to you!
There are 11 different films. And
remember— they're all loaned to
you by Armour and Company free
of any rental charge. All you pay is
return postage. Mail the coupon
for complete information and illustrated
folder today.
Armour and Company
Fresh and Smoked Sausage Dept., Box B456
Union Stock Yards, Chicago 9, Illinois.
Please send me your folder with complete information
on Armour and Company's intermission
shorts.
Theater Address-
City-
BOXOFFICE 47

OPCORN AND CONCESSIONS ASS'N MEETS IN LAS VEGAS
Promoting Theatre Attendance One Sure Way
To Increase Concessions Sales'-Fitzgibbons
At PCA's First Western Regional Popcorn and Concessions Conference, Las Vegas, February 29, (left to
rigfit) V. M. "Andy" Anderson, Anderson Sales Co., Denver, Colo.; Philip Briggs, Orange-Crush Co., Evanston.
III.; J. J. Fitzgibbons, jr.. Theatre Confections Limited, Toronto, Ontario and PCA Board Chairman and
Thomas J. Sullivan, PCA Executive Vice-president, Chicago, were optimistic about the theatreman's opportunities
for greater concessions business in 1956.
I T IS
NOT ENOUGH to present items for
sale at the concessions stand," J. J. Fitzgibbons
jr., Tlieatre Confections, Ltd., declared
in a feature talk at the recent western
regional conference of the Popcorn and
Concessions Ass'n In Las Vegas. "It is also
important to promote attendance so that
the theatre will be filled with customers
ready to buy. I can't emphasize too strongly
the importance of promoting attendance
because it is the one sure key to increased
concessions sales."
Using film strips to illustrate his talk.
Fitzgibbons described his firm's "Elmer, the
Elephant, Safety Show," "Pepsi-Cola Crown
Admission Children's Party," "Orange-
Crush Five-Cent Credit Checks," Coca-Cola
prize contest and many other ideas that
have filled Famous Players theatres with
buyers. He also described a phonograph record
giveaway and a United Nations flag and
historical paste-up album promotion which
have had sensational results as theatre
business-builders.
POPULAR CONCESSIONS ITEMS
ice cream bars, ice milk bars, popcorn,
carmel corn and all flavors of soft drinks.
The importance of paying higher wages
for better trained concessions sales help
was emphasized by Ralph Batschelet. Fox
Theatres, Denver, in a discussion of good
concessions operation. Other points that
v.ill increase concessions income. Batschelet
aid, are ^.o provide adequate help to take
:re of cuslomers so that maximum volume
i-er person is obtained: motiv;i.te .sales staff
with incentive conte.sts ana prizes; pay
inors f.'jv soundly designed point-of-purchase
displays which last longer, look better
and help sell more merchandise.
Legal aspects of the concessions business
were discussed by J. W. Shields, Salt Lake
City attorney. People are becoming liability
conscious, he said, and for this reason,
especially, should concessionaires check insurance
coverage for dispensing food and
exercise reasonable care for the safety
of patrons, who are classed as business invitees
on their premises. Shields also cautioned
concessionaires to be certain that
they are operating under the right form of
business organization.
The Popcorn Institute's Spring Popcorn
Jamboree Poster Kit, available for distribution
at 45 cents, was described by William
E. Smith, executive director of the Institute.
The Popcorn Displamobile created
by Berger-Amour Co. was shown to members
by Thomas J. Sullivan, PCA executive
vice-president. The Displamobile is animated
point-of-sale material featuring four
multi-colored elements containing sales
messages for popcorn and pointing up the
theme that popcorn and movies go together.
Pepsi-Cola Co.'s new refreshment counter,
using two giant-size cups raised above
head level at each end of the counter and
animated with effervescent effects, was
presented in a slide talk by Edward Specht,
the firm's western representative. The dispenser
features Pepsi-Cola and one still
beverage of the orange type. Counter-level
operation replaces dispenser head.
Covering all concessions items were eight
animated Technicolor sound trailers developed
by National Screen Service and described
to the conference by Bernie Wolfe,
firm representative. The trailers use no
brand names but offer singing, music and
animation to encourage intermission concessions
patronage. These trailers are 50 to
57 feet long. Another trailer described by
Wolfe was a clock trailer that counts off the
Continued on page 50
Inject Action and Showmanship Into Your Merchandising
To Stimulate Greater Sales of Candy at Concessions
Wandy is sold on impulse, so do
something to prompt that impulse," urges
W. M. "Andy" Anderson, Anderson Sales
Co., a principal speaker at the PCA Regional
Conference held in February at the
Desert Inn, Las 'Vegas, Nev.
Anderson's topic was "New Plans for
Longer Pi-ofits on Candy." The Denver
wholesaler suggested three plans for achiev-
Concessions items most popular in various
ing such profits at theatre concessions
parts of the country were listed in a
stands: merchandising, diversification of
panel discussion. Items enjoying good patronage
were: hot doughnuts, fried chicken,
stock and buying of larger vending counts
of candy bars.
shrimp and potatoes, pizza pie, egg rolls, To merchandise effectively, Anderson
shrimp rolls, turkey-burgers, hamburgers, pointed out, a manager must make his
candy, hot dogs, watermelon slices, snow display so striking that everyone who enters
the lobby immediately becomes aware of
cones, snow sundaes, hot dogs on a stick,
the concessions area.
"Get some counter displays, backbar
displays, put special girl with display
a a
of one item right in the center of your
lobby with a sign reading 'Feature Attraction,'
'Sale,' or anything to attract attention,"
Anderson continued. "Try a big display
of ten, 15 or 25-cent candy bars, along
with a sign: 'Limit ONE to a Customer' or
'A Pi-ee Ticket in Every Tenth Package,'
or just plain 'Eat and Enjoy It!'
"Try something, do something, do anything
other than just turn your candy case
over to an usher you hired the week before
or to an employe who has no interest or
imagination."
Merchandising is showmanship, Anderson
emphasized, and theatremen are better
qualified by experience and inclination
than any other group to create showmanly
ways to direct patron attention to concessions
products.
Candy profits also can be increased, Anderson
continued, with diversification— by
adding new items and new price ranges.
" 'Crone With the Wind' was a great picture,"
he said, "but you can't run it each
week. A ten-cent chocolate bar or nut roll
may be your largest seller. But many of
those consumers of these ten-cent items
can be led to make 25, 39 or even 50-cent
purchases if you stock the larger size—and
train your clerks to say: 'Large size?'
You'll like this,' 'Have a sample,' or 'Take
one home.' Sales can be increased by such
methods—not by just hiring anyone and
putting them in the concessions stand, but
by training them."
An important point in increasing profits
by increasing price ranges at the concessions
stand, Anderson stressed, is to make
sure you give the consumer value while you
Continued on page 50
The MODERN THEATRE SECTION

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Increase Serving Capacity Without Enlarging Your Concession Building?
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You can increase sales as much as 5c per person! Locations with a Manley Serv-O-Ramic
have proved it! With a merchandising unit next to a self-service unit, impulse buying increases
. . . sole per customer increases. Also, low counters give children maximum visibility . . . these
big eaters build your sales and profits.
The Manley Serv-O-Ramic speeds serving . . . increases your serving capacity because it is
flexible. It is sectionalized so that you can arrange any type of layout you desire . . . straight
line, rectangle, hollow square or a star. You can add or delete . . . shift emphasis of items by
rearranging equipment without major structural alterations.
You can decrease your payroll! Since customers serve themselves, cafeteria-style, it takes
fewer employees to operate your concession. Large drive-in theatres have found that cafeteria
service reduces their payroll by as much as 50%.
City_
The Manley Serv-O-Ramic is as good looking as it is functional. Neat, modern stainless steel
construction mokes it attractive yet easy to clean. Built-in illuminated displays attract attention
. . . and additional soles.
Contact your nearest Manley representative and let him help you with your layout . . . show
you how the Manley Serv-O-Ramic will moke you more money. Or tear out the coupon at the
upper right hand of the page; fill it in and moil it to us today. We'll send you more detailed
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ACTION SELLS MORE CANDY
Continued horn page 48
are stocking and selling larger-size candy
bars.
Longer candy profits also can begin with
your purchase from the wholesaler, the
speaker added. "Twenty-four count bars
are good if that is all you can get. But
vending or theatre counts of 100 or 120 or
200-count size will save you 7'/2 to 10
per cent over the regular 24-count goods.
Stack them high, use a sign 'Fresh Stock
Just Received' and you can sell 120 bars
in the time you'd usually sell 24. And you
make 8 to 10 per cent more profit.
Bulk purchase of candy supplies will
mean the profit of extra discount and the
benefit of factory-fresh shipments. Since
the wholesaler or source of supply has no
warehousing or extra handling to include
in charges, additional discount is possible.
Still more discount, equivalent to longer
profit on candy sales, is possible through
prompt payment of invoices.
Anderson closed with a reminder that
each concessions sale contributes to sale
of other concessions items. "If your customers
eat a candy bar or two, they have
a sweet taste and want a little salt and
buy popcorn. By the time they eat the
popcorn, they are thirsty and come back
for a beverage. By that time, too, they are
hungry and buy a bar or box to munch
going home.
"One complements the other. Unless
you use your showmanship, and merchandise
one item to sell the other, you are
not receiving your share of profits, let
alone longer profits on candy. To profit
from buying, you must sell. To sell, you
must merchandise. Use your showmanship
—merchandise, diversify and increase your
sales so that you, too, can make longer
profits on candy."
SURE WAY TO INCREASE SALES
Continued from page 48
last three minutes of intermission and suggests
purchase of concessions items.
Trailers were offered free to concessions
using their products by Hollywood Candy,
Pepsi-Cola, Orange-Crush, Coca-Cola.
Beef, pork and chicken for barbecue
sandwiches for drive-ins and conventional
theatres were discussed by Maurice R. Kay.
Castleberry Food Co. Kay's firm lends dispensing
and warming equipment to concessions,
and provides trailers and backbar
point-of-purchase displays without charge.
Diversification of concessions items was
recommended at a jobber-distributor round
table session of the one-day conference.
This diversification of lines carried would
be aimed at having a sufficient number of
higher profit items to balance those more
competitively priced. The round table session,
moderated by Augie J. Schmitt. Houston
Popcorn & Supply Co., emphasized that
the concessions operator must work for
greater efficiency in operation as a means
of lowering operating costs. He should
also strongly promote and sell only top
quality merchandise and equipment.
Arthur Vogel, Vogel & Son Popcorn Co.,
brought the convention members up to date
on the popcorn outlook. The 1955 harvest
was the shortest popcorn crop in years, he
said, running 17 per cent below the tenyear
average. Reduced 1956 plantings,
shortage of soil moisture, possiole bad
growing conditions and the proposed Department
of Agriculture Soil Bank program
might create a severe shortage, Vogel
pointed out. However, he said there is a
sufficient supply available for present demands.
Closer communication among all segments
of the popcorn and concessions industries
was called for by Harold P.
Chesler, Theatre Candy Distributing Co.
"Every product should carry a complete
merchandising program from the maker to
help sell it," Chesler said. "Today's market
is highly competitive and a product is never
really sold until it is consumed or used by
the final consumer. Processors, jobbers and
brokers should call on their customers more
often and try to help increase their sales
and value and profits. The best way to
provide the communication is through our
industry trade association. It doesn't cost
to belong—it pays. Regional conferences
like these, of which five are held yearly,
and the annual national convention and
exhibition repay profitable dividends to all
who participate."
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There's Profit Enough in Improved Popcorn,
Exhibitors Warned Against Overpricing Product
Can you turn a pound into a bushel? It's
easy if you use popcorn! That's the ratio
the popcorn industry now regards as par,
if you follow latest scientific popping
methods. One pound of popcorn should
equal one bushel of popped corn!
Sponsored by the Popcorn Processors
Ass'n, Iowa State College and Purdue University
have been hard at work improving
the "pop" in popcorn. As a result, it is
possible today to prepare a virtually perfect
batch of popcorn with few—if any
"
"old maids term for unpopped
kernels).
Even atom-popping scientists can't agree,
however, about the reason why popcorn
"pops." People used to figure it was because
steam generated inside the sealed
popcorn hull caused the kernel to expand
and burst. Now scientists—some of them,
anyway—say the kernel, in exploding to 30
times its original size, is rearranging
its protein pattern.
Whatever the mystery behind the "pop,"
the result is highly popular. A poll showed
that 100 per cent of children queried like
popcorn and 90 per cent of the adults said
they did, too. So do farmers in 13 states
who sell in excess of 300 million pounds of
popcorn annually. So does everyone who
shares in the industry's total annual
revenue of $375,000,000.
There are hundreds of brands of popcorn
on the market, varying from giant-size
kernels to tiny ones, available in either
white or yellow.
Last September was popcorn's golden
month, with 20,000,000 pounds of America's
top concessions item being sold. This amazing
figure, according to William E. Smith,
executive director of The Popcorn Institute,
represents the industry's all-time record
for a single month's sales.
However, Smith alerted theatremen to
a lurking danger. He cautioned them
against taking advantage of popcorn's tremendous
popularity by raising prices on it
—and thus price it right out of the current
healthy market. Instead of upping prices,
the Institute executive pointed out, theatremen
would gain most by finding ways
to increase the niunber of popcorn customers.
"Quality popcorn, considerately priced, is
a tradition of America's movie houses. It
is a tradition that is highly profitable for
concessions men and theatre owners, and
it is essential that the long-range position
of the commodity be considered in establishing
price structures."
Analyzing the huge volume of popcorn
sales. Smith credited improved sales and
merchandising methods on the part of the
industry, combined with industrywide promotions
sponsored by The Popcorn Institute.
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Coca-Cola chemists are "testing other
drink flavors," William E. Robinson, president
of the beverage firm, said in a speech
to the New York Society of Security
Analysts.
This was the first public mention a company
spokesman has made of the testing of
non-Coke flavors by the Coca-Cola laboratories.
However, Robinson, who became
head of the company last February, said it
was "nothing new," as Coca-Cola has been
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Public announcements about the laboratory's
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The MODERN THEATRE SECTION

Juvenile Performers Honored
Mars, Inc., honored the nations most
talented juvenile performers Marcli 23 by
presenting them with 14-karat Millcy Way
Gold Star Awards. The presentation was
made during the "Bob Crosby Show" on
CBS-TV, with Crosby's daughter Cathy
being one of the award recipients. The
other 11 award winners were Tommy Rettig.
Ricky Nelson, Rusty Hamer, Lee Aaker.
Tim Hovey, Sherry Jackson, Patty Mc-
Cormack, Barry Gordon, Lauren Chapin.
Billy Gray and Robin Morgan.
More than 15,000 persons in the entertainment
profession and the press cast the
votes that determined the winners. This
is the fourth year that Mars. Inc., lias
sponsored the awards.
Traffic Sign Halts Patrons in Tfieir Tracks
STOP
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OUk CONCESSION STANDI
TAIITlAy
"^OU WILL EHJO)/ THE
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GO
SHOW MORE, IF you
BACK RIGHT NOW ANI> 6£T
FRESH FOKOHN AHD CANDY
Service Pins to 38 Employes
Harvey F. Swenson, who founded the
Sweden Pi-eezer Mfg. Co. in Seattle in 1932,
recently presented five and ten-year service
pins to 38 employes. First product of the
Sweden plant was soft ice cream making
equipment. A line of shake making machines
was added in 1945. Five years later
the Sweden Speed Juicer subsidiary corporation
w'as established to turn out high
speed fruit and vegetable juicers. Sweden
Fi-eezer equipment now is sold in the U. S.
and 42 other countries.
Seasonal and special theme displays
concessions stands pay off in more sales.
This picture just goes to show what can be accomplished when a theatreman g/ves real thought to
developing a unique display to boost concessions sales. This sign is at the standee rail in the lobby
of Shea's Theatre, Geneva, Ohio, and is a real eye-catcher. It can be seen as soon as patrons have
passed the concessions stand and have started to go on (o the auditorium. The sign is made ol red,
yellow and green fluorescent cards with block lettering. Black light is used to bring these colors
out vividly. Ray Mac Nealy, manager of the house owned by Jamestown Amusement Co., says he has
received more comments on the attractiveness of this sign than on any other he has ever used.
FAMOUS
MAKER
FAST
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 all they're worth . . . they're worth plenty to you!
rIENR T
HEIDE, incorporated
New York 13. New York
As nationally advertised in
Look I
MEmNGIRL"!
Boys Life
53

Spring Popcorn Jamboree
Posters Now Available
Have Varied Appeal
One of the major problems of exhibitors
and concessions operators is to appeal to a
varied audience. Wherever they reckon
their business—in large city theatres or in
a rural village—the Spring Popcorn Jamboree
Kit No. 3, created by the Popcorn
Institute for use in April. May and
June, is tailored to sell more popcorn to
all their patrons.
The nine display posters in the kit are
some of the most striking, hard-selling
promotional pieces ever prepared by the
Popcorn Institute. The artwork, in red and
yellow on brown, black and white, is a
distinct departure from any that has yet
been done for theatre concessions. Each
poster was designed to appeal to a particular
type of patron on his own level, so that
the art designs run the gamut from ultrasophisticated
to good old-fashioned nickelodeon
merchandising.
There is an approach to every taste. One
of the illustrations shows a boy diving into
a huge mound of popcorn—a feeling any
child can identify himself with. Another
piece is a familiar picture of a man lounging
in his theatre seat, happily eating popcorn.
But these are only two of many. For
the more sophisticated who prefer not to
have ideas spelled out for them, there are
^mm
MM-M
The Popcorn Institute and Kraft Foods Co have invested $800 000 tor joint promotion of the Spring
Popcorn Jamboree Pictured are nine display posters which moke up promotion Kit No 3 lor getting
the jo/eo mei:>age of the ^pecal Crent to all t,pei of theat,e pat.onj „ho en,o, hot buttced popcorn
with their screen fare. The posters are in bright red and yellow against black, brown and white
backgrounds. The 45-cent kit is ayailable through popcorn suppliers or from Popcorn Institute.
appetite-whetting line drawings of a contented
face with a tongue about to smack
fingers that have just been in a mound of
popcorn.
The materal is for display not only at
•
FEWER DUDS"
•
COSTS LESS
PER BAG
•
POURS
READILY IN
ALL WEATHER
•
MEASURES
ACCURATELY
WITH NO
WASTAGE
•
STORES
EASILY
the concessions stand, but also at the soft
drink canteens, at the stub box and
throughout the lobby. The Jamboree kit
is part of an $800,000 joint advertising,
publicity and promotion campaign launched
by Ki'aft Foods Co. and the Popcorn Institute.
Other activities have included such
outstanding presentations as a recent Sunday
color spectacular on NBC network
television and a series of full-page, fourcolor
ads in Sunday supplements of the
nation's metropolitan newspapers.
The kit is available at less than production
cost—45 cents, plus shipping charges,
for the entire series of nine posters. It
can be ordered from popcorn suppliers or
directly from the Popcorn Institute, 332
South Michigan Ave., Chicago.
Since theatremen are selling larger and
larger quantities and varieties of food, they
should be satisfied with nothing less than
absolute sanitation.
H-D
'
The New Imperial
SODAMAKER
"
the only liquid
popping oil with
bijtterliks flavor!
«ad5 by C. F. SilKOH
POPPING on.
Philadelphia 34, Pa
? NATION
from coott to coast
WITH 2 OR 3 FLAVORS
Complete, Self-Contained Unit
SUPERIOR REFRIGERATOR MFG. CO.. INC.
822-24 Hodiamont Ave. Louis 12, Mo.
St.
The MODERN THEATRE SECTION

PRICE TA6
CAN
TOUCH
ce^^^^^
for p^y-offQ^vingQ
ih^i RCA depend^biliiy^
^.-^^QQurQQ
The RCA In-Car Speaker is priced surprisingly
low, but its big plus value is its dependability.
RCA engineering skill and manufacturing methods
assure year-in and year-out operating savings.
Look ahead and figure how many repair dollars
this RCA Speaker quality can save you . . . how
many satisfied patrons will keep turning into
your admission lanes because they hear every
word perfectly every time.
Pick and choose, from RCA's complete speaker
line, the model that best suits your equipment
budget. Deluxe Starlite finished speakers, or diecast
aluminum economy units . . . they all deliver
sound that's rich and clear and lifelike. And
they're all built to perform superbly over a long
life with minimum maintenance. RCA's drive-in
Hne also offers the unique CircUte Junction Box
precise electrical connections in an amazingly
small space, plus functional post Ughting through
beautifully colored plexiglas strips . . . available
in red, green, and white.
Budgetwise, there's another RCA attraction for
wise drive-in men. It's RCA's Budget-Ease Plan
... to ease your way into an RCA Speaker installation
for a small cash outlay and long, low-cost
terms. Great idea, because it means now is the
time you can afford these speakers that actually
cost you less because they save you more, and
make more for you. See your RCA Theatre Supply
Dealer today about the RCA Speaker value
no mere price tag can ever touch.
\\M\hi\M\\
IlUn cquifment;
THIATRC tQUIPMENT SALES
RADIO. eORPORATIOM of AMBRICA
CAMDEN, N.J.
BOXOFFICE :
: April 7, 1956

Floodlighted at night, Loew's new Riviera Theatre presents this dramatic view to Florida patrons in the Coral Gables-South Miami area. Palms
above the marquee are silhouetted against the white stucco facade and the bold script letters of the name are luminous against the dark background.
Bright interior lighting makes the lobby and a portion of the lojnge at right clearly visible through the all glass doors. Note the
attractive plantings along the lounge wall picture window. Boxoffice at left is largely glass above marble base.
Forecast Population Rise
Expected to Assure Future
MILLION-DOLLAR THEATRE
]^&t^4£^ 1^.
.."•-FEBRUARY'*
,LLIAM H01DE_N_
PICNIC-
KiM NOVAK
fk
In this daytime view the clean, modern linr- ;..- ;,, huildmg mdicnte how perfectly it fits into the bright open sweep 0/ the Florida
landscape. At the left is the loading loggia adiacent to the parking lot which now accommodates 200 cars and eventually will provide tor 300.
Something brand new for on indoor house is the triangular attraction board, drive-in style, which is located near the center of one side of
the divided jouih Dixie Highway. Immediately across the highway is located the University of Miami, a source of heavy patronage.
The MODERN THEATRE SECTION

S i?»^^^:^:a.:^?^^
This auditorium view shows a portion of the smoking loge which seats 2/6 The Riviera's auditorium, 75x725 feet, has a plastic, seamless silver screen
persons. Orchestra floor has 1,025 theatre chairs Tropical murals on the 21x48 feet The theatre equipped stereophonic sound, and can show
is for
sidewalls are the work of Paul Simone of Coconut Grove. They are lighted by CinemaScooe, and films VistaVision Superscape The in completely fireproof
indirect fixtures concealed behind the stepped dado wall. theatre air conditioned by an 80 ton plant
is
^
S HEART OF NEW CENTER
I YPicALLY MODERN Floridian IS the architecture of
Loew's new million-dollar Riviera Theatre. South Miami.
Sweeping structural planes and broad expanses of glass
are combined with the light exterior colors seen everywhere
in the Flower State, and the roof setbacks above
the marquee are decorated with live palms. For further
glamor the theatre is floodlighted at night, throwing the
palms into bold relief against the white stucco walls,
dramatizing the plantings along the lounge window-wall
and opening up the lobby and a portion of the lounge to
full view from the street.
Modern furnishings and living green plants make the Riviera lounge on inviting and
restful place to linger. The floor is in two shades of terrazzo. Soft music is provided
here and in the lobby by Muzak.
Loew's first new four-wall theatre in 18 years, the
Riviera is located on South Dixie Highway, opposite the
University of Miami, in the mushrooming Coral Gables-
South Miami area, and is the hub of a brand new shopping
and residential center. Its future is assured by a
survey of the area by the University which indicates the
present population will more than double by 1960.
Special attention was given to the ever present parking
problem with the provision of a free, private parking lot
for 200 cars immediately adjacent to the theatre. As soon
as a lot extension is completed there will be room for 100
more cars. There is a 15xl25-foot breezeway loading
loggia at the side of the theatre which has been furnished
with stone benches, where patrons may keep out of the
rain or sit while waiting in line for tickets at the boxoffice
which is just around the corner of the building.
The completely fireproof building was constructed of
structural steel, cement block, stucco, ornamental stone,
terrazzo and marble. It boasts an extraordinary air conditioning
system with no cooling towers on the roof, as
they have been built into the structure of the theatre.
The air conditioning plant is the first of its kind to be
Continued on following page
The concessions stand features buttered popcorn, candy and ice cream. Cold drinks
are obtained from an eight-drink dispenser at the side. The stand is located by the
stairway to the smoking loge. Patrons enter the orchestra floor immediately to the left.

THEATRE HEART OF NEW CENTER
Continued from preceding page
installed in Miami, with the 80-ton plant
••floated" to eliminate all vibrations. It delivers
32,000 cubic feet of cooled, washed,
filtered, dehumidified air per minute. The
air conditioning system is regulated by
automatice thermostatic controls, and the
effect of audience body heat on these sensitive
conttrols automatically sets additional
compressors into motion when
needed.
Air enters the auditorium through special
ceiling diffusers to eliminate any possibility
of drafts, and air is removed from the
area through perforated side-wall paneling
which also serves acoustical needs.
The Riviera will seat 1,241 persons, including
216 in a smoking loge. The foam
rubber theatre chairs are spaced on wide
centers for greater comfort and easy passage.
The 75xl25-foot auditorium is decorated
with tropical murals on the side
walls, and indirect lighting, located in coves
behind the stepped dado wall, illuminates
these murals as well as providing auditorium
lighting.
A 21x48-foot, plastic, seamless silver
screen accommodates Cinemascope. Vista-
Vision and Superscope, and high-fidelity
sound emanates from all four sides of the
auditorium. Projection throw is 130 feet to
the screen.
The Riviera management went all-out in good community relations for its grand opening. Pretty Coral
Gables high school students served as cigaret girls, others ushered. The opening was preceded by a
parade of fraternity sweethearts and a concert by the Band of the Hour of the University of Miami
which is located just across the highway from the theatre.
Booth equipment includes Ashcraft High
Intensity lamps, RCA optical sound, plus
Altec stereophonic sound and Altec Perspecta
.sound installation. Latest type, 12-
phase selenium rectifiers are used. The
booth equipment was supplied by Joe Hornstein.
Inc.
The lobby and adjoining lounge is
smartly appointed with gold beige wallpaper,
indirect neon cove lighting, modern
seating arrangements, living greens and a
rii^^^ufpAin^?
Any wide screen system puts projection equipment to its severest test.
Slight picture jump v/hich may pass on a small screen cannot be tolerated
on large screens. Your dealer is prepared to show you how
your present equipment can be rebuilt to give unexcelled performance
and long trouble-free service with genuine S^5^a

BOXOFFICE : : April 7, 1956

GLAMOR TREATMENT FOR NEIGHBORHOOD HOUSE
Circuit Spends $200,000 in Modernizing the Property to Give Its Patrons
Luxury Atmosphere of a Downtown Theatre and Finest Screen Presentation
m« LOVE ME ORIEME Ml^ ^
"MAN FROM BITTER RIDGE*
rtllRllSI
Contrast the inviting front and entrance of f/ie new
Ellis Theatre, left, with the closed up appearance
of Its predecessor, the old Forum Note how the
lines of the marquee soffit lights lead patrons right
into the theatre from the open lobby to the glass
doors of the foyer lounge The boxoffice was relocated
at the right, and the new style which is
mostly glass above a marble base also presents a
wide-open appearance. Massive display cases replace
the former narrow panels, and spotlights
are trained on the posters.
#m Philadelphia neighborhood house,
recently treated to a $200,000 modernization,
now presents the appearance of a
downtown class theatre and offers its patrons
the finest in comfort, decorative appointments
and screen presentation. The
old Forum was the house which the owner,
A. M. Ellis Theatres Co., converted to the
new Ellis Theatre.
Remodeling started with the theatre
front which was typical of the early 30s. A
triangular marquee extended over a centrally
located boxoffice which was flanked
by narrow entrance and exit doors which
were more wood and metal than glass. Two
narrow panels for 8x10 stills, set in the
corner supporting columns, were the only
means of display.
All this has been changed. The old doors
were knocked out, the boxoffice moved to
the right side and a spacious outer lobby
extends inward to the all-glass entrance
and exit door.s to the foyer. Walls of this
lobby are marble and large, handsome display
cases framed in metal are set into
them. Another large display panel is set
into the theatre front at the right of the
boxoffice and illuminated with a spotlight
The boxoffice itself is largely glass above
a marble base, with slainleiss steel trim.
The floor of this entrance lobby is rubber
matting.
The marquee was revamped, with new
neon borders, and the marquee soffit lighting
of neon strips extended over the entire
entrflnce-i.obby floor to the doors to the
foyer. Making the most of its new $60,000,
150-ton air-conditioning system, the theatre
boasts two built-into-the-marquee,
illuminated signs featuring this comfort.
A new upright sign also was erected above
the marquee.
In the spacious foyer-lounge new red and
gold carpeting was laid, walls and woodwork
were redecorated and massive display
frames set into the center of the sidewalls.
Beneath tall mirrors on either .side
are located handsome, modem sofas. Starlike
lighting fixtures brightly illuminate
the area. Doors to the standee area which
were formerly solid wood are luxuriously
leather-covered.
The standee area was widened by removal
of two of four massive posts. A modern
application of Victrex was used on the
standing rail. In the center of the standee
area there now is an attractively designed
concessions stand with illuminated side
panels and backbar. Lower facing of the
stand is tufted leather. Two recessed, ceiling
spotlights are trained on the merchandise—popcorn,
candy and ice cream. The
same new carpeting used in the foyerlounge
extends through the standee area
and on into the auditorium.
CREDITS; Air conditioning: Worthington • Architect:
David Supowitz • Carpeting: Masland •
Changeable letters: Bevelite • Concessions:
Berlo • Decorators: David Brodsky and Max Chell •
Hand dryers: American • Motor generators: Stabilorc
• Plumbing: Standard • Projection and sound:
RCA • Rewinds: Neumade • Seating: International.
Perhaps the greatest change made in
the auditorium was the reduction of seats
from 1,700 to 1,316 to provide wide spacing
of the all-new theatre chairs. One of
the former three aisles was eliminated.
Auditorium walls were redecorated, with
ornamental grillwork near the proscenium.
New, functional and ornamental lighting
fixtures were made to specification by General
Electric Co.
The Ellis is completely equipped for Cinemascope
and stereophonic sound and has
a new screen and screen curtains and
draperies.
Restrooms also were redone. The ladies'
room has rubber tile floor, walls of Walltex,
modern furniture and an illuminated powder
bar. There are electric hand dryers. In
the men's room a portion of the walls are
covered in leather, the balance and the
ceiling are painted. Automatic Flushometers
and electric hand dryers are part of
the equipment.
The Ellis is managed by William Israel
and offers free parking for 200 cars. Unusual
for a neighborhood house, it has
matinee and evening performances daily,
and continuous showing on Saturday. Sunday
and holidays.
The remodeled theatre is proof of the
interest the Ellis circuit takes in its neighborhood
patronage, and of its belief that
good pictures, presented in the kind of
atmosphere the public associates with them,
will continue to be a favorite form of
entertainment.
The MODERN THEATRE SECTION

The Old Theatre . . . Takes on New Life in Contemporary Styling
«^:,
^

I
. .
FOR FAST RELIEF .
Replace worn seals!
.^
Feeling
The
SQUEEZE?
Give your patrons fost relief from worn,
uncomfortobfe seats and watch your attendance
go up, up, UP! We are specialists in theatre
seating. We'll make recommendations within
your budget . . . give a low, low estimate, do
the work while your show proceeds. Just shoot
through your inquiry . . leave the rest to us!
Write—Wire or
ALpine 5-8459
Phone
MANUFACTURERS
I'^oam Rubber k
Rniing
Cushions,
DISTRIBUTORS
theatre seat
seruice eo.
160 Hermitage Avenue
Nashville, Tennessee
CLARITY! BRILLIANCE
LONG-LASTING ECONOMY!
WALKER w,
m^ 'Ih"
screens
WSmslmm.^ Questions
and Answei^|
Thi^ regular Modern Theatre feature is conducted by Dave E Smallcy, contributor fo many
important magazines on molnfenonce and editor ot Better Maintenance Magazine. Questions from
exhibitors ore welcomed. Address them to Theatre Maintenance, The Modern Theatre, 825 Van
Brunt Blvd., Kansas City 24, Mo. Enclose stamped, self-addressed envelope tor personal reply.
O CLEANING CARPETING
We understand there are quicker and
easier ways to clean carpeting than by the
shampoo method which leaves the carpeting
wet or damp for several hours. Can
you tell MS about them?
f^
There are two other methods for cleaning
carpeting which do the job quicker
but, we cannot say, as effectively. One is
by the foam method which is done by
spraying a specially prepared foam over
the carpet, rubbing with a brush and removing
with a vacuum cleaner. This
process leaves the carpeting damp since the
foam contains water, but does not wet the
carpeting like the shampoo method. The
other type of cleaning is done with a finely
ground fiber dike fine sawdust) which has
been saturated with a cleaning solvent.
This material is sprinkled over the carpet,
allowed to lay a few minutes, rubbed
around with a brush and picked up with a
vacuum cleaner. Since no water is used
in this process, it is the quickest process of
the three. The fiber cleaner is available at
nearly all department stores.
p
CHAIRS MAR VINYL FLOOR
We have a semi-rigid vinyl floor in our
lobby and foyer. We also have several
chairs imth chrome runners instead of
legs and these runners cause dark streaks
when moved over the floor. We keep the
floor well waxed but it doesn't prevent the
streaks. Is there anything we can do about
this?
H We believe your problem is due to wax
adhering to the bottom of the chair
runners. This could be caused by using too
much wax on the floor and also by
roughened bottoms of the runners. It appears
the wax is adhering to the runners
and rubbing off when a chair is moved.
We suggest you apply lighter coats of wax
and buff daily. Because you doubtless have
an excess of wax on the floor now, it
would be well to go over the floor with
No. steel wool. Clean the bottoms of the
i-unners with coarse steel wool or scrape
them with a knife. If they seem rough,
smooth them with sandpaper. If these
suggestions fail to solve your problem, try
one of the new hard coat floor finishes.
p
caused by our cleaner and is there any loay
to restore the color of the marble?
H First, let us quote you the following
from the instructions of the Marble
Institute: "Do not use bar, powder or liquid
soaps, lye or caustic cleaners on marble.
Especially when used with hard water they
form insoluble deposits which accumulate
on the surface of the marble, are not
readily rinsable, discolor" etc. Therefore,
the mistake was made when you began
washing your marble walls with soap. The
new synthetic detergents, if not strongly
alkaline, may be used with safety on marble
and since they leave no residue of their
own they do not create a scum like soap.
The remedy for your pre.sent problem is to
clean the marble with clear water containing
ammonia 'one or two tablespoons
to the quart of waters . If this does not
serve, use a mild abrasive cleaner and wet
cloth.
p FLOOD-WATER-SOAKED CARPETS
• We are one of the victims of the recent
ill flood our part of the country, there
having been about one foot of flood tvater
over the carpeting in our foyer. Do you
think this carpeting can be sufficiently
cleaned by shampooing it on the floor? It
will be quite a task to take it up.
H Where carpeting has been submerged
by flood water, it has become thoroughly
saturated with the dirt in the water.
Cleaning on location might restore the surface
appearance but the residue below the
surface could be a source of bad odor for a
long time and might promote decay. We
believe the carpeting should be taken up
and given a general plant cleaning.
p
MARKED-UP VINYL TILE
Last fall we installed vinyl-type tile on
our lobby floor. After the wiiiter use there
arc many black marks which are the result
of rubber heels, overshoes, etc. These marks
cannot be scrubbed off. Can you suggest
a remedy?
H Use a good detergent or soap with No. 3
steel wool, preferably under a floor
machine. First wet the floor, a limited area
at a time, and sprinkle the detergent on
freely, thereby obtaining the greatest concentration
of the detergent. If this method
fails, try one of the abrasive powder cleaners,
first wetting the floor, then sprinkling
SOAP ON MARBLE WALLS
We have been ivashing our marble
and staircases with a poiodered soap the powder on and scouring. Rinse well
ivalls
and now discover they are becoming to remove all grit left by the scouring
streaked and discolored. Could this be powder.
The MODERN THEATRE SECTION

To lure patrons away from their homes and
your theatre, provide true liniig-,
comfort with American Bodiform Chairs
— finest achievement in theatre seating.
^
The .American Bodiform No. 16-870 Chair is just one
of many models you can choose from. All offer
practical features which save space, simplify housekeeping,
cut maintenance costs,
lengthen service life.
Offer living-room comfort with
American Seating Bodiform Chairs
American Bodiform No. 16-001 Chair offers the
"come again" comfort that has made it a favorite
with patrons and theatre owners alike.
ALSO DISTRIBUTED BY NATIONAL THEATRE SUPPLY
Luxurious comfort is part of the picture in theatres as well as in
homes. Why not ofTer living-room comfort in )'"'" theatre— with
American Bodiform Restful Chairs!
Bodiform backs are compound-curved . . . contoured like the
backs of occupants: broad and shallow at shoulders, narrow and
deep-curved at waist, vertically formed to the curve of spine.
Seats are full-upholstered, with soft fronts, and no-sag spring-arch
construction. Foam-rubber cushions are optional. And there's a
wide selection of chair styles, colors, and upholstery materials to
blend with any interior-decoration scheme.
To offer living-room comfort in your theatre, call your American
Seating man or National Theatre Supply— today!
/\MERIO/\N
SEATING ssss
WORLD'S LEADER IN PUBLIC SEATING
Grand Rapids 2, MichiR.in. Manufacturers of Theatre, School, Church,
Auditorium, Transportation. .Stadium Seating; Folding Chairs. Branch
Offices and Distributors in Principal Cities.

mechanisms.
PROJEQION AND SOUN'
Eighth of a New Series
PROJECTOR MAINTENANCE
AND SERVICING GUIDE
8. Care of Model ''K" Mofiograph Mechanisms
By WESLEY TROUT
n the issue
of Aug. 6, 1955. Modern
Theatre, we presented
servicing in-
1
f«9l^

1 1 1 Center
1 3 1 Now
be cocked up out of the way) . The Bakelite
assembly is held in place by one lock screw
on the end of the shaft. The gear and
pinion assembly may be removed by simply
taking out this screw. The replacement is
simply the reversal of these instructions.
TIMING THE SHUTTER
Once the shutter is correctly timed with
the intermittent movement, no further adjustment
is ever necessary until new parts
are installed or the intermittent movement
is removed for repairs. We have found
many projectionists who do not know the
correct procedure in timing shutters and
generally end up with a slight travel ghost.
If these instructions are followed, it is a
very simple job to set the shutter in proper
tirmng with the "heart" of the projector,
the intermittent movement. If the shutter is
not accurately timed, the picture will be
blurry and have travel ghost either up or
down in the picture. Keep this point in
7ni7id, the shutter timing and the intermittent
movement have a very definite working
arrangement.
The shutter, when it leaves the factory,
is timed perfectly with the intermittent
movement, but should the necessity of readjustment
arise, the Motiograph mechanism
has provision for two separate methods.
No special tools are required for making
this adjustment.
First, may we point out that fine shutter
timing adjustments can be made while the
projector is in operation. Loosen the clamp
handle on the shutter drive shaft bearing
assembly (.located on the shutter housing,
on the left side, where the shutter gear
assembly is) , turn the knurled timing knob
as required for "streaks" running either up
or down on titles, then retighten the clamp
handle firmly again. (In the earlier production
of the model "K" the timing knob
was located on the operating side of the
mechanism.)
FURTHER SHUTTER TIMING
Generally, the above adjustment will
take care of any shght timing of the shutter
that needs to be made.
However, in a few cases, most frequently
after the removal and subsequent replacement
of the intermittent movement, the
following instructions should be carried out
in readjustment of the shutter timing.
First remove the cover over the shutter
gears. While holding the shutter blades
firmly to prevent turning, loosen the cap
nut on the Bakelite pinion gear with about
one turn. Pull the Bakelite pinion gear out
slightly to disengage it from its locking
ratchet. This operation frees the blades
from the Bakelite pinion gear.
the steel gear directly under
the Bakelite pinion gear with the fine
shutter timing adjustment, so that the adjustment
will be in the middle of travel.
(2) Turn the projector in the direction
of film travel until the intermittent
sprocket just begins to turn.
let us set the leading edge of
one shutter blade exactly even with the
indicating points on either side of
the rear opening of the shutter housing. out the four screws in the inside corners
(4) Be sure to hold the shutter blades of the shutter housing which attach the
firmly in this position while the cap nut housing to the gate.
is tightened to lock the Bakelite pinion
gear into its ratchet on the shutter shaft.
The shutter should now be in perfect time
with the intermittent movement. Any further
slight adjustment can now be made
with the fine adjustment while the projec-
tent movement will mean a better, clearer
projected picture—one that will be much
sharper in definition, provided you have
good projection lens and correct type of
screen surface.
While it seldom has been found necessary
to remove the shutter assembly, if you do
have an occasion to make any replacements,
here is how it is accomplished: (ai
Remove the lock nut, the flat head screw,
the sliding washer and the lock washer
from the film gate stop arm; (b) Pinch
together the two hinge pins at the top of
the gate. Lift up the latch at the bottom of
the gate, and bring the entire gate assembly
back to the lamphouse; (ci Move the assembly
slightly toward the operating side of
the projector, thus disengaging the gate
slide link.
We now pull the shutter drive shaft out
of its hollow sleeve isee page 68) . To remove
the shutter housing from the gate, take
OPERATING SIDE OF MECHANIS.M
r/ijs is the operating side of the model "K" mechanism.
The film pad rollers should be adjusted the
distance of two thicknesses of film from the face
of the sprocket; adjustment is made by closing
the guide roller on the film, and loosening the
clamp screw located directly to the right of the
stop pin. Now turn the stop pin with a screw driver
until the clearance is exactly right between the
roller, the two pieces of film, and face of sprocket,
then retighten the clomp screw securely.
The lateral
guide rollers should be cleaned every day, and they
should be checked regularly to see that they turn
freely and do not develop any grooves. Clean all
the sprockets every day before starting the show.
Check the tension shoes and gate and brush and
clean thoroughly of any accumulated emulsion or
dirt.
Clean the interior with a rag slightly moistened
with solvent and wipe dry. Check grease cups at
immediately replaced, such ai sprockets, guide
rollers, tension shoes, etc.
REPLACING FILM GATE
Now follow this procedure to replace the
film gate and shutter assembly: 1. Attach
the shutter housing to the rear gate with
four screws; 2. Make very certain the fire
shutter is closed; 3. Now hold gate assem-
tor is in operation. In order to check for
travel ghost, use film with title and any bly in normal position, engaging the gate
travel ghost can be more easily seen. Perfect
timing of the shutter and the intermit-
4. Place the top of the gate between the
slide link in the lug on the side, of course;
hinge pin bearings, carefully checking to
see that the yoke of the fire shutter lever
engages the working link on the mechanism;
5. Pinch the two hinge pins together
and slip the gate in position: 6. Next, insert
the shutter drive shaft into the hollow
drive shaft; 7. Turn the projector by hand
until the key in the hollow drive shaft engages
with the key slot of the shutter drive
shaft; 8. You now replace the lock nut. the
flat head screw, the sliding washer and
the lock washer in the stop arm. Before
operating the projector, be absolutely certain
that the hinge pins are properly seated.
By following the.se instructions, you will
have no difficulty in taking apart and reassembling
the above imits or parts.
This instruction should be very carefully
read and the procedure in making the adjustment
strictly adhered to for best results.
The shutter gear train on all mechanisms
will show wear over a period of
time, thus gradually creating lost motion
in the gear train which invariably causes
travel ghost on the screen, and will cause
a blurry picture. Some manufacturers have,
in the past, made provision for widening
the shutter blade to overcome travel ghost,
but this has not been found satisfactory
because when you widen the shutter blade,
it is understandable you start cutting down
screen illumination, and this is very bad
in some situations needing every candlepower
of light available. When too much
lost motion develops in most makes of projectors,
it is time to start replacing worn
gears and not widen shutters.
DOUBLE SHUTTER ASSEMBLY
The model "K" mechanism is equipped
with a cylindrical double shutter designed
to give the greatest possible amount of light
on the screen. With this shutter assembly,
any lost motion that might develop because
of worn shutter drive gears can easily be
eliminated without changing shutter blade
width. According to the manufacturer, in
this particular model, the adjustment not
only causes no loss in screen illumination,
but also eliminates the necessity for annual
replacement of shutter drive gears, and
other gears in the gear train of the projector.
least every two or three days (it is a good idea to
1. First loosen the set screw in the collar
give them a turn every day). Don't let oil and dirt
accumulate in the bottom of the housing on the near end of the shutter drive shaft,
base.
Check fire trap rollers at least once a week. When and unscrew the collar and the fiber washer
any part shows considerable wear, it should be from the shaft; 2. Next, be sure to scratch
Here is the procedure in making the
necessary adjustment to overcome lost motion.
Continued on following
BOXOFFICE April 7, 1956 65
page

I
PROJECTOR MAINTENANCE
Continued from preceding page
"PRIME-UP" right
for NEW
'PROFITS
from the
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NEW
FILMS
Bausch & Lomb
SUPER CINEPHOR
Prolection Lenses
New film techniques, in the great new pictures now
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Make sure your prime lens can transmit all this new brilliance,
color and vivid detail onto your screen. More than ever, these great
movie advances are bringing customers out of the home and
into the theatres again. Assure profitable repeat patronage
with B&L Super Cinephor Lenses ... for today's most
thrillingly vivid screen images of all 35mm releases.
SEE THE BIG DIFFERENCE... FREE DEMONSTRATION!
Write, wire or phone for Catalog E-123 and for
free demonstration. Bausch

Why Proponents
of the New
Profection
Techniques Are
Strong engineers, working wi'f/t the developers
of the various new projection processes, have been enabled to not
only meet present screen lighting demands but to anticipate future requirements.
New conversion features engineered by Strong to fit into Super 135 projection
arc lamps, to assure perfect screen lighting for the new 55, 65 and 70 mm
wide Film productions are »iow ready for your adoption. When you equip for any of these projection
techniques, provision can be made for burning the 20-inch 13.6 mm carbons. A wider opening can be
provided in the nose of the lamp, it can be fitted with a new dowser which fully covers the bigger
opening, and a new high magnification mirror.
OUTSTANDING FEATURES OF
ir 18" f 1.7 or 16-1/2" f 1.9 reflector.
ir Infra Bon Beam Cooler. Diverts heat rays fro
aperture. Removable holder. Easy cleonin
•k Exclusive Lightronic system controls the burning
of both corbons. Automatically maintains
positive arc crater at the EXACT focal
point of
the reflector. A perfect light, evenly cJistributed,
of constant intensity and unchanging color
value, is maintained WITHOUT MANUAL AD-
JUSTMENTS— exactly the some for both lamps.
Chongeovers cannot be noticed. Eliminating
the need of hand feeding and correction of
the carbon crater position, better enables the
projectionist to render a good presentation
of the more complicated techniques.
HE STRONG SUPER 135 INCLUDE:
•k Burn a choice of four carbon trims, 9, 10, or
ir
11 mm regular and 10 mm Hitex, to attoin
any desired degree of cost of operation, screen
illumination, or burning time. Quick, simple
changes attain the correct light requirements
for VistaVision, CinemaScope, Cinerama, or
any other presentation technique — even two
or more on the same program. A TRULY ALL-
PURPOSE LAMP!
Single control amperage selection.
•

. .
PROJECTOR MAINTENANCE
Continued from page 66
the front of the mechanism for reaching
the screws for the clamps on the round tie
rod. Turn the framing knobs as required to
make the clamp screws align with these
holes. Again, only place enough tension on
the rods, via clamps, to prevent vibration,
due to wear of the shifting frame moving
up and down for framing. But the adjustment
should be carefully made on the
clamps so that there will not be excessive
tension so it will be hard to move the
shifting frame with the knob. A very, very
small amount of oil is okay on the rods,
but this should be cleaned off every two or
three months with a clean rag and relubricated
with clean projector oil.
The interior of the mechanism should be
cleaned every day; sprockets should be
cleaned with a stiff-bristle tooth bru.sh
moistened with solvent, likewise the pad
rollers can be cleaned with this brush.
After cleaning rollers, place one drop of
oil for lubrication and see that they turn
freely: lateral guide rollers require daily
checking and cleaning so they will turn
freely and not develop grooves.
The gears should be kept clean and free
of accumulation of dirt and oil which causes
rapid wearing of gear teeth. We know
that gear wear results primarily from lapping
action of dirt and oil mixed which
forms a grinding paste; therefore, it should
be the duty of every projectionist to periodically
thoroughly clean the gear train with
a cleaning brush (stiff -bristle type) slightly
ADMISSION CONTROL and
INDICATING SYSTEM
Tells at a Distance of 100 Feet the
Number of Admissions Paid For Each Car!
I 2345
cet
nerals,
"Flasher/
tells
nber of ticket
|&
Continued on page 70
-^.
AT LAST - an admission system that will protect you at the box office!
A proven system now being used on the country's largest toll highways,
tunnels and bridges!
The Admission Control and Indicating System . .
• Has "Car Counter" mechanism which registers number of cars entering
Drive-ln.
• Has "Ticket Counter" which issues and registers number of tickets sold
throughout performance.
• Flashes number of tickets sold to each entering car on overhead indicator
- with brightly lit 6-inch numerals visible as for as 100 feet from
box office
• Is tamper-proof for sure protection
This Admission Control and Indicofing Sysiem is a fool-proof woy
of eliminaling box office losses. It you're inleresled in getting the
full profit from your paying audience, contact .
NAUONAL THEATRE SUPPLY
29 BRANCHES COAST-TO-COAST
.
LATERAL GUIDE ROLLER ASSEMBLY
The Monograph model "K" mechanism, operating
side, s/iows the lateral guide roller assembly. These
are' known as studio-type guides and reduce side
motion of the film, insuring a steady picture on
the screen. The film gate is of heavy steel, supported
at four points by a cast-iron back plate. Its
rigid construction holds the film in perfect contact
with the aperture and in the plane of exact focus
at all times. Tension shoes, guides, intermittent,
takeup and feed sprockets are of hardened steel,
giving long life to these parts. The model "K"
has dual framing controls, enabling the projectionist
to frame the picture, with dual micrometer adjustment,
from either side of the projector. These
are located in front at top of the mechanism (note
in photo). All shafts and gears are hardened and
ground to micrometic accuracy, makmg for longer
gear and shaft life and extremely low maintenance
cost.
The MODERN THEATRE SECTION
*«^««^^^^s

SIMPLEX IN-A-CAR SPEAKERS aren't fussy! They bring outstanding sound reception to old cars,
new cars ... in fact, every car in a Drive-in, from front row left to rear row right. This minimum of variation
between speakers is no accident because every Simplex In-A-Car unit is precision manufactured
and exactingly tested to the highest standards of the industry. You'll find their durable, weatherproof
aluminum construction causes less on-the-job maintenance problems, too!
For new or established Drive-ins ... if you want
superior sound with less fuss, be sure you get
IN-A-CAR
SPEAKERS
A^ANUFACTURED BY INTERNATIONAL PROJECTOR CORPORATION
DISTRIBUTED BY NATIONAL THEATRE SUPPLY
SUBSIDIARIES OF GENERAL PRECISION EQUIPMENT CORPORATION
^Um
JXOFFICE ;; April 7, 1956

Better Pictures Every Day
NOW SHOWING
SnVVAt SKAPIJTE
f/1.7
FASTEST
SHARPEST
BRIGHTEST
CLEAREST
.ndSIIPKK
8KArmEf/1.7X
The finest projection lens YOU can BUY
SAT. ONLY
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For all exhibitors -
see your Theatre
Supply Dealer,
Don't
miss these new FAST
LENSES. The SUPER
SNAPLITE f/1.7 and
SUPER SNAPLITE
f/1.7X.
^
Z7
Senator Bulletin 222
KOLLiWOIN^GK
Plant: 347 King Street
Northampton, Massachusetts ( ^^^U^/^O^iAHtVmiA'rWK
PROJECTOR MAINTENANCE
Continued from page 68
moistened with solvent, using a clean, lintless
rag to help wipe off this accumulation
as you brush it out of the gear teeth and
wipe it off at the same time. It will mean
longer gear life and smoother operation of
your projector mechanism. In place of oil
on the gear teeth, we have found a small
amount of white petroleum jelly excellent
for gear lubrication and it does not run
off and make a mess like oil will do when
the projector is running.
YEARLY CLEANING OF COMPONENTS
We recommend that the entire mechanism
be removed, at least once a year, and
the components taken out and thoroughly
washed in Stoddard Solvent or any good
cleaning solvent, with a very smaU amount
of projector oil added to keep the solvent
from being too drying. Rinse the parts,
thoroughly drying before reassembling in
projector. Projector should be again thoroughly
lubricated, following manufactm'-
ers' lubrication chart, before it is put in
operation. New parts should be installed,
Lf needed, while you have the mechanism
torn down. Or, ij your projector has
reached the point where it needs a complete
overhaul, you will save money and
secure a better rebuilding job by sending it
to an authorized service shop where they
are equipped and staffed to do expert work.
We realize there are many theatres that
have to keep down their maintenance bills
on projection room equipment. If the projection
room is equipped with a modern
projector, many repairs can be done by
the projectionist, if he will follow the data
presented in this series on projector mechanism
maintenance. You can do considerable
repair work with a limited amount of
tools which we have listed in this article,
and previous servicing instructions on other
makes of projectors.
The "heart" of the mechanism is the
Continued on page 72
NEW YORK OFFICE: X 30 CHURCH STREET, NEW YORK 7, N. Y.
Listen to the fine quality . . . dear tones and BETTER
patron reaction after we carefully, completely . . .
like new when we get through
Our thorough re-building service includes recharging magnets ond the
replacement of new, waterproofed cones You'll be surprised.
«ith our low service chorge ond quick, etticc. ..crcr. j>
o triol order ot those raspy, faulty speakers and then prepare
pleasant surprise. Ship us those "liabilities" today.
iiJeHern Clectronic^ Co,
3311 Houston Av
Houston 9. Texa
REMOVING SHUTTER ASSEMBLY
This illustration shows how the shutter assembly is
removed from the mechanism. In the article are
complete instructions on the correct procedure
which should be followed very carefully. Do not
force any part when removing or replacing or it may
be damaged.
The MODERN THEATRE SECTION

BOXOFFICE ;; April 7, 1956

^^^^Si
cam
PROJECTOR MAINTENANCE
Your concessions may
delight gourmets . .
Your lounge may
be the smartest...
BUT
EVERY PERFORMANCE
STILL
MUST BE PERFECT!
First matinee or midnight show, perfect performances demand equipment
that runs like a top. There's no expert like an expert RCA Theatre
Service Engineer to keep everything humming. He's the only man with
full backing of RCA's long-famed technical resources.
RCA SERVICE COMPANY, INC.
A Radio Corporation of America Subsidiary
Camden, N.J.
USE UP those CARBONS! Full
Refund
if not 100%
__^^_^^^^^_____ Satisfied
CALI CARBON COUPLERS
|
/
Let You Bum All the Carbon ^^ '
"T*^
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8mm or S/l«-lnch $2.50
9mm $3.00
No worrying about injury to tiigli priced carbon
savers. Burn "em up, you still profit.
CALI Products Company
The WORLD'S LARGEST Producer of Carbon Savers
.« •

j
I
This should De Kept loremosi in mind:
Parts expand to some extent when they
become heated during operation, particularly
the intermittent movement parts,
which are very high speed operation. So.
when making adjustments, it should be
carefully borne in mind not to make any
part fit too closely so there will be a bind
which may lock the machine up and cause
unnecessary damage. Wlien installing new
cam and starwheel. for an example, there
should be just a little play in the sprocket
while the parts are "cold," but not too
much as this will cause the movement to
be noisy and. in some cases, the picture to
be unsteady. Tlie final "fine" adjustment
of the intermittent movement should be
made after the projector has run for 30
or 45 minutes, without any film threaded
up. If there is no bind, you w'ill be able to
turn the projector easily by hand.
ADJUSTING END PLAY
Sprocket shaft end play—This is adjusted
by loosening the adjusting pin set
screw in the collar on the outer end of the
sprocket shaft. Press very gently inward
on the knurled end thrust adjusting pin
to take up the end play. Tighten screw.
Don't tighten too much so there will be a
bind, just enough to take out the end play
is sufficient.
Cam shaft end play adjustment—First
loosen the two locking screws in the face
of the balance wheel ( flywheel >. and then
loosen the two set screws in the rim of
the flywheel. With a screw driver pry the
knurled knob outward, which wall automatically
press the flywheel inward and
thus take out the end play. Next, be sure
to tighten the rim set screws and the locking
screws in the face of the flywheel.
REMOVING UNNECESSARY PLAY
Star and cam adjustment—It is necessary
to remove the intermittent movement
from the mechanism before making this
adjustment. First, hold the movement in
one hand, and turn the flywheel until the
sprocket is in about middle of its rest period.
With the fingers on the intermittent
sprocket, feel the amount of play between
the cam and star. In order to remove this
play, if there is too much, turn the two
adjusting screws in the direction shown on
the indicator plate to bring star and cam
closer together. When the cam and star
are correctly adjusted, the intermittent
sprocket is held firmly in its rest position,
but it should not be adjusted too tightly as
this will cause the movement to turn hard
and may cause it to lock up when the parts
become warm during its operation. You
.should be able to "spin" the flywheel by
hand, checking to see that there is no bind.
A very, very small amount of play will do
no harm, of course, but too much will make
the movement noisy and the picture unsteady
on the screen.
Adjustment and maintenance of takeup
—Briefly, the takeup mechanism requires
very little attention except occasional cleaning.
It should be adjusted to take up a full
reel of film (2.000 feet of film) without too
Read What Jack dinger of the Pantheon
Theatre, Toledo, Ohio, says about their
KNI-TRON Selenium Conversion Installation
Not a
dark
screen
in
a
year
•
More than
satisfied
with our
installation
"When we changed to CinemaScope we had
to push our rectifiers up to the top. We
could only use 7 and 8mm Suprcx Carbons.
At this output we used approximately 40
tubes the first year.
After converting to selenium we immediately
used 8 and 9mm Suprex Carbons at 73
amperes— haven't had a dork screen a in
year, and are more than satisfied with our
installation."
KNI-TRON
vailable for rr
JACK CLINGER, Manager
Pantheon Theatre, Toledo, Ohio
A Packaged Unit
St models of tube type
See your supply dealer or m
THE KNEISLEY ELECTRIC CO., Dept. D,
rite direct lor
Selenium Slack
30 day FREE TRIAL
TOLEDO 3, OHIO, WINDSOR, ONT.^
No hesitancy in recommending Cinematic IV Lenses"
— says Wm. A. Suprenant, director Faunce House Theatre.
CINEMATIC IV
Adjustable Prismatic Anamorphic Lenses with
Permanent mounting brackets for all
Brown University, Providence, R. I.
projectors.
Get Ready for CinemaStope "55"
and Other Magnetic Prints!
Magnaphonic CI Single Channel Magnetic Sound System
Complete with two i
seli powered preamp.
ise reproducers, wall cabinet including
projection
changeover, optical-magnetic
$785
FOXHOLE SPROCKETS - PAD ROLLER KIT
S.O.S. CINEMA SUPPLY CORP,
g/ieASt/^C'
PAIR
BEST VALUES
Seamless
N
Metallic
Aperture
and
for
Screens.
Plates,
Everything
Cinemascope
Dept. C, 602 WEST 52nd ST., N.Y.C. 19
Phone: PLaza 7-0440 Cable: SOSOUND
MIRRORS?
41EYER-SHULTZ UNBREAKABLE
METAL REFLECTORS
5 YEAR &UARANTEE '(Moximmi SCREEN ILLUMINATION
SEE YOUR THEATRE SUfflY DEAUR • «.i.. " " '
Continued on following page
BOXOFFICE :
: April 7, 1956

STILL the lowest...
and one of the finest.
HILUX
FIXED " VARIABLE
ANAMORPHIC LENSES
«197
PROJECTION
.50 $395.00
EACH
PER PAIR
OPTICS' CO.
amillionplus^
^ntematlonof
PROJECTOR MAINTENANCE
Continued from preceding page
much "pull" on the takeup sprocket. The
model "K" projector is equipped with a
friction cone-type takeup. The bearings
should be lubricated daily with a few drops
of Motiograph oil, and the cork cone face
should be lubricated by applying about two
drops of oil per week to the hole in the
cone support.
You can easily adjust the tension by the
large knurled nut on the spindle shaft.
Correct tension is that which will slowly
accelerate from rest a fully loaded reel,
using a reel with a large hub. When correctly
adjusted, be sure to lock the nut on
the spindle shaft. Irregular or jerky takeup
action indicates the parts should be disassembled,
thoroughly cleaned, reassembled
and lubricated as per above instructions.
Wash parts in tetrachloride or any good
cleaning solvent. Thoroughly dry with a
clean rag, after scrubbing parts with a
brush to remove oil and accumulated grit.
After the parts are dry. it is advisable to
soak the cork disk in mechanism oil, rub
a little graphite on the cork and reassemble.
Your takeup should work perfectly.
COMMENTS—Every 12 months the
Sprockets, tension shoes, pad rollers and
film trap rollers should be checked periodically
for wear and replaced when they
show considerable wear to prevent film
damage and insure better projection: pad
rollers, guide rollers and trap rollers should
be kept clean and turn freely.
To more fully acquaint yourself with all
the units and parts used in this projector
or the new model Motiograph, secure a
parts catalog, if you do not have one, and
study it very carefully along with the instructions
given in this article on maintenance.
By following the instructions presented
in this article, you should secure
practically trouble-free operation with a
minimum of care and parts replacement.
Wear depends upon the number of hours
the projector is run, and also depends on
cleanliness and proper lubrication.
More Light From Clean Bulbs
If lights in your theatre look dingy, perhaps
the maintenance crew has overlooked
cleaning light bulbs on regular schedule.
Output of even high-wattage bulbs is cut
down when the exterior surface is a greasy
film and layer of dust. Theatre lights beyond
the normal reach of the maintenance
personnel are the ones most likely to be
mechanism should be disassembled and forgotten.
thoroughly cleaned with Stoddard solvent
or kerosene. Solvent can be used if a small
amount of projector oil is mixed in it to
Another good lighting practice is to replace
bulbs after a certain amount of use,
instead of using them until they burn out.
prevent too much dryness. When the The new bulbs will give more light, creating
mechanism is reassembled, it must be thoroughly
re-lubricated as per manufacturer's
instructions to prevent any bind or lockup.
a more pleasing effect for your patrons in
addition to providing maximum illumination
to guard patron and personnel safety.
Display CinemaScope 55 Changeover Equipment
For over 30 years.
International Tlieater Seats
have been recognized as
• The most comfortable • The most easily installed
# The most economical • The most beautiful
Write. Wire or Phone Today for Complete Information
INTERNATIONAL SEAT
Division of
Union City Body Company, Inc.
Union City, Indiana
"PHILLIPS" Carbon Savers, Save Carbon
Waste. Only $2.50 each and Up.
Mfd. bv Phillips. Box 788, Chorleston.
Ask Your Theatre Supply Dealer
Exhibitors who attended the recent •.hooting of 20th Century Fo< CinemaScope 55 reels of "Carousel"
and "The King and I" at San Francisco's Fox Theatre were given the opportunity to inspect the type
of booth equipment necessary to change over to the new process. A display of Motiograph equipment
and Panatar lens was set up in the foyer of the theatre through the courtesy of B. F. Shearer Co.,
San Francisco office. Wesley W. Rosenthal and E. R. "Beck" Bechtel, sales engineers of the company,
were present to answer questions about the equipment and its operation. Approximately 750 members
of the industry were guests of Fox at this tradeshow
The MODERN THEATRE SECTION

f'tiJ^'''
FOR MORE INFORMATION
USE THE FREE RETURN CARD
The postcard at the bottom of this page is designed to help you get more information
on products and services advertised in this issue of The Modern Theatre Section,
or listed in the "New Equipment and Development" and "Literature" departments.
An alphabetical Index of Advertisers appears below; on the back of this cord is a
Condensed Index of Products. In both, FIGURES in the Key Number shown for each
advertiser indicate the page on which the firm's advertisement appears. The postcard
below carries numbers corresponding to the page numbers—with letters added.
Circle the Whole Key Number, including the letter, corresponding to the page numbers
of the advertisements on which you want more information. Then: Fill in your name,
address, etc., in the space provided, tear out card and mail. For more information
on listings in "New Equipment and Developments" and "Literature" departments,
circle number corresponding to Key Numbers published with each item below.
ALPHABETiai INDEX OF ADVERTISERS' KEY NUMBERS
Adier Silhouette 81b
American Motion Picture Supply Co 79o
Americon Playground Device Co 27a
American Popcorn Co 52b
American Seating Co 63a
•
Armour 8. Co 47o
C. S. Ashcraft M»9. Co So
Ballontyne Co 3a
Bousch & Lomb Optical Co i6o
Brulin & Co 20a
C&R Enterprises 14e
Call Products Co 72b
M. L. Compbell Co 26b
Canada Dry Ginger Ale, Inc 44a, 45o
Carbonic Dispenser, Inc 52a
Coca-Cola Co
2a
County Specialties 15c
Oawo Corp
38a
Dixie Cup Co 21a
Dreyer Rocing Equipment Co 16c
Drive-In Theotre Mfg. Co
24b
EPRAD
26a
Eolter Theatre Seat
72d
Federal Sign & Signal Corp 33b
Flowers of Hawaii, Ltd 31b
Gorvis Mfg. Co 42b
General Register Corp
36a
Gravely Tractors, Inc 14a
Delmer F. Horris Co 14b
Henry Heide, Inc S3a
Heyer-Shulti, Inc 73c
Heywood-Wal

STILL the lowest...
and one of the finest.
HILUX
FIXED * VARIABLE
ANAMORPHIC LENSES
n97
PROJECTION
.50 5395-00
EACH
PER PAIR
OPTICy CO.
amlllionplus^
l^ntematloTmf
PRO
mucl
modi
frict
•shou
of W
shou
drop
cone
Yc
larg€
Conacce!
usinf
recti
the s
actio
asser
and
WasI
clear
clear
brusl
Aftei
soak
a litl
ble.
CC
mecl
then
or k6
amoi
prevt
mec^
ough
instr'
Dis
CONDENSED INDEX OF PRODUCTS
ADMISSION CONTROL SYSTEMS,
DRIVE-IN
General Register Co. 36a
National Ttieatre Supply Co. ..6Sa
RCA (Theate Equipment) 33a
ATTRACTION BOARDS AND
LETTERS
Adier Silhouette Letter Co... 81b
Wagner Sign Service Co 39a
BEACONS, FLASHING
Federal Sign & Signal Corp... 33b
Trippe Mtg. Co 24a
CANDY
Henry Heid^ Inc.
Nettle
Co
CARBON SAVERS
Call Products Co. 72b
Payne Products 79c
Phillips Electro Extensions 74c
CONCESSIONS EQUIPMENT,
DRIVE-IN
Manley, Inc. 49a
Toastmaster Products Division 51a
CONCESSIONS FOODS
American Popcorn Co 52b
Armour & Co 47a
Coca-Cola
Nebi Corp
Pepsi-Cola
Co..
Co.
.44a,
45a
2a
46a
GROUND MAINTENANCE
EQUIPMENT
Gravely Tractori, Inc 14a
47a
KIDDIE RIDES FOR DRIVE-INS
American Playground Device Co. 27a
Dreyer Racing Equipment Co. ISc
Oelmer F. Harris Co 14b
Jamison Mfg. Co 15a
King Amusement 24c
Co
Miniature Train Co. 11a
Miracle Equipment Co IBC
Recreation Equipment .37a
Corp. .
Smith & Smith, Inc ISd
Standard Kiddie Rides lea
PUYGROUNO EQUIPMENT
American Playground
.26b
Device Co. 27a
Dreyer Racing 16c
Equipment Co.
Oelmer F. Harris Co..
Jamison Mfg. Co. .15a
King Amusement Co..
Miniature Train Co.
11a
Miracle Equipment Co IBC
Recreation Equipment Corp. 37a
Smith & Smith, Inc 15d
Standard Kiddie Rides 16a
POPCORN MACHINES
POPCORN AND SUPPLIES
American Popcorn Co
Manley, Inc
PROJECTION LENSES
Bausch & Lomb Optical Co... 66a
Kollmorgen Optical Corp 70a
Projection Optics Co., Inc 74a
S.O.S. Cinema Supply Corp... 73b
NEW EQUIPMENT and
Full descriptioas start on page 80
PROJECTION AND SOUND
SERVICE
RCA (Service)
72a
PROJECTOR ARC LAMPS
National Excelite 71a
Strong Electric Corp 67a
.75a
PROJECTOR PARTS
LaVezzi Machine Works 5Sa
S.O.S. Cinema Supply Corp... 73b
Weiizel Projector Co 79b
REBUILT SPEAKERS
Western Electronics Co 70b
RECTIFIERS-SELENIUM
Kneisley Electric Co 73a
REFLECTORS
Heyer-Shultz, Inc 73c
SCALES, PENNY WEIGHING
FORTUNE
Watling Mfg. Co 81a
SEAT MAINTENANCE AND
REPAIR
Ealier Theatre Seat Service 72d
Oglesby Equipment Ca Sic
Theatre Seat Service Co. 62a
SEATING,
THEATRES
Heywood-Wakefield Co..... 4a, S2a
Ideal Seating Co S9a
International Seat Corp 74b
Irwin Seating Co 77a
SPEAKER, IN-CAR FOR DRIVE-INS
Ballantyne Co
3a
Dawo Corp 38a
Drive-ln Theatre Mfg. Co 24b
EPRAD
26a
International Projector Co 69a
RCA (Theatre Equipment) 55a
Sandler Mfg. Co 15f
THEATRE EQUIPMENT AND
SUPPLIES
S.O.S. Cinema Supply Corp... 73b
TRAFFIC GATE GUARDS
C & R Enterprises 14c
WEED KILLER
Brulin & Co. ZOa
DEVELOPMENTS
Non-Carbonated Drink
Dispenser
One-way Traffic Gait...
For over 30 years,
International Theater Seats
have been recognized as
« The most comfortable • The most easily installed
• The most economical • The most beautiful
Write, W.re or Phcic T.,d.,y tor Co.nplott Information
INTERNATIONAL SEAT
Division of
Union City Body Company, Inc.
Union City, Indiona
PHILLIPS" Carbon Savers, Save Carbon
Waste. Only $2.50 eoch and Up.
Mtd. by Phillips, Box 788, Chorlaston, W. Vo.
Ask Your Theatre Supply Dealer

ATIONAI.
TRADE MARK
PROJECTOR CARBONS
nTHE PICTURE IS LIGHT...
GIVE IT ALL YOU CAN WITH
"NATIONAL" CARBONS
FOR TWO GENERATIONS of movie-goers, the right carbons—"National"
Carbons — have assured the finest
possible picture on America's movie screens. And the
advantages of "National" Carbons don't end there.
This superior picture quality is delivered to the theatre
owner at a cost per unit of light and length of
carbon burned that is the lowest obtainable anywhere!
For highest quality at lowest cost, continue to
specify "National" Carbons. It pays in customersatisfaction
and in economy of operation.
The l.-rm .\„iu,„,i:- i.. .7 r.-., ,f. r.-rf lr,„te-mark of Union Carbide and Carbon Cort
NATIONAL CARBON COMPANY
30 East 42nd Street. New York 17, New York
SALES OhhICKS:
• a Division ot union CirblUa ind Cirton Crpontloo
Atlanta. ChicBKO. Dnltas. K»n»BH City. Loa AiiKflf^. Ni'W York. rittsburRh. Snn KranclHco
In Canada: Union Carbide Canada Llmitt-d, Toronto
BOXOFFICE

lETTERS FROM MEN IN THE BOOTH
SOLUTIONS TO A FEW DIFFICULTIES ENCOUNTERED
WITH ONE-KILOWATT FIXED-FEED RATIO LAMPS
(This letter from Doug Frazee, Fox
Auditorium Theatre, Marshall. Mo., is
based on his exverience with the
overation of Simplex Hi. automatic
reflector arc lamps, type 19000 and National
intermediate four-tube rectifiers.
He wrote it with the idea that since lots
of theatres are changing lamps now, a
great many smaller theatres will put in
one-kiloiuatt. fixed-feed ratio lamps.
about which this article is written. It
describes some of the more common difficulties
encountered and their reduction.—Editor.)
Never use a dropped or sharply jarred
carbon. Jarring breaks the carbon under
the copper coating and when the copper
melts near the arc the end of the carbon
will drop off and the light will go out. If
you drop a carbon, break it up in little
pieces and throw it away. Experience here
has been that the accident of dropping a
carbon only occurs once a year or so, but
it almost certainly will cause a blackout.
If your lamp goes out without apparent
cause and the ends of the carbons are a
long way apart, tiu'n the feed screw knob
to bring them to the proper gap, strike
the arc, and then refocus with the focusing
collar. After finishing the reel, look in
the copper dripping hopper and see if there
isn't the end of one of the carbons in it.
operation it has never been necessary to
file or sand either the positive or negative
carbon holders and both are bright as a
dollar.
Never let the positive carbon jaw snap on
the carbon. It will almost certainly cause
the trouble mentioned in paragraph one.
Close it with a quick, deliberate motion,
grasping the lever between the thumb and
forefinger with a firm but not tight grasp.
This will avoid burning the fingers and
breaking the carbon.
Keep the positive carbon steadyrest
scrupulously clean in the notch, as the light
distribution depends on the crater of the
po.sitive carbon being in the correct position,
and this can only be achieved by having
it perfectly seated in the notch and not
resting on a gob of soot or copper.
The lamp will run a whole reel without
adjustment if fed on straight National carbons
and motor oil and watered with juice
of constant voltage. If your lamp needs
constant adjustment, it is your fault or
someone else's, and probably yours. Some
makes of carbons will not burn consistently,
so use the brand that suits you the best.
Do not try to get more light by using
more current. This is a fixed-feed ratio
lamp, that is, the mechanism feeds the
positive and negative carbons together as
fast as they burn at about 41 amperes and
if you try to use 45 or 50 amperes, you will
have to keep your hand on the focusing
collar constantly. At about 41 amperes, the
9-inch negative will burn up while a 14-
inch positive is being consumed. The feed
screw is cut so the carbons are fed in this
ratio. Just look at it and you will see that
the threads on the negative half are of different
pitch than the threads on the positive
half. If you increase the arc current,
the positive carbon wiU burn faster but the
negative carbon will burn at approximately
the same speed as before, so as the feed
motor drives the carbons together at sufficient
speed to hold the proper gap, the
positive carbon burning faster, burns back
toward the steadyrest, lengthening the gap.
SET ARC CURRENT CORRECTLY
The negative carbon does not burn much
faster at the higher current, so more negative
carbon is being fed than is being consumed.
Visualize more negative being fed
than is consumed and more positive being
consumed than is being fed (remember the
motor strikes a balance) and you will see
why the arc moves rapidly away from the
reflector, causing you to have to turn the
focusing collar so that the witness mark
moves downward. The remedy is to set the
arc current at about 41 amperes by adjust-
NO OIL ON CARBON JAWS
ing the power supply.
Keep the positive carbon jaws clean with
a dry rag or toothbrush. Do not allow oil
or anything on them. In seven years of
If you set the motor speed control at
about number 6 and set the rectifier so the
ammeter reads between 40 and 42 or 43
amperes when the gap between the carbons
is such that a negative carbon just fits between
them, you should never have to touch
the focu.sing collar or the feed screw knob
during a full reel. All you will have to do
is to adjust the negative carbon carriage
to compensate for slight crookedness in
the carbons so that the positive carbon
burns off with its crater facing the mirror.
Only in this way will you achieve best
screen illumination.
OTHER ADJUSTMENTS
If after making the above adjustments,
your lamp still doesn't work right, here are a
few things to try. If the carbons stay too
far apart, just reduce the rectifier setting
a notch or two. because if the carbons stay
too far apart that is a sign the rectifier is
giving them too much juice, and the arc
feed motor slows down until the carbons
burn off to a greater gap length. The
longer gap has greater resistance which
causes less arc current to flow and so the
meter on the back of the lamphouse stUl
reads a little over 40 amps. The longer gap
causes unsteady light, so go ahead and
reduce the rectifier setting a notch or two.
Reducing the rectifier setting causes less
current to flow through the wires and carbons
and arc gap which somehow causes
the motor to speed up in its attempt to keep
things balanced. As the motor speeds up
the carbons move together faster (but they
don't burn off faster because you know we
reduced the current) the arc gap shortens,
and the resistance of the arc gap decreases.
That allows more current to flow
through the circuit, and pretty soon the
arc gap shortens to the point where about
41 amps is sailing through the wire and
then the motor slows down to where it feeds
the carbons just fa.st enough to hold the
gap at that length.
CURE FOR A SHORT GAP
Suppose in your initial setting the carbons
burn too close together. Then all this
works in reverse. If the carbons burn at
too close a gap, that's a sign the rectifier
setting is too low and the feed motor is
attempting to hold the amperage up by
carrying a close gap which has lower resistance.
This lower resistance allows more
current to flow at the low rectifier setting.
The only cure for a short gap is for you to
give her more juice. If you raise the setting
of the rectifier, it gives the lamp more
juice, the feed motor lets the carbons burn
off to where the gap is of sufficient length
to have the proper resistance to let about
41 amps flow and then the motor will run
at the proper speed to maintain that arc
gap.
The arc feed motor tries to keep the ammeter
on the lamphouse reading from 40 to
43 amperes, and all you have to do is to
adjust the rectifier setting so that the ends
of the carbons fall on the witness marks on
the arcscope screen atop the lamphouse.
Simple Isn't it?
CLEANING THE EQUIPMENT
Suppose you understand what I have just
written, but you still can't get things to
work correctly. Here's something to try
then. Get out behind the projector and
scrape away the film seals and apple cores
and relief man's comic books so you have
a big, clear space to work in. Put down some
plain paper or cardboard to scatter out the
parts on and get a pan of kerosene to wash
them with. Start out this way. Open
both lamphouse doors and whack them
with your pants belt to get the soot out
from between the two layers of tin and
don't let the soot get on your papers. Then
slide the negative feed carriage as near
the mirror as you can and slide the positive
feed carriage as far from the mirror
as you can. With a wrench, loosen the jam
nut on the slotted head screw under the
rear lamphouse casting just under the
focusing collar, loosen the screw plenty or
better take it plumb out. Now you can grab
the feed screw knob and yank the feed
screw almost out of the lamphouse. When
it quits coming, hold it in your left hand
and use your right hand to slide the positive
carbon carriage off the feed screw.
Then with your right hand depress the
negative carbon carriage drive wire and pull
the feed screw clear out of the lamphouse.
With a screwdriver that fits, loosen the
76 The MODERN THEATRE SECHON

: AprU
small screw in the feed screw knob and unscrew
the knob off the feed screw. The
rest of the works just slides off the feed
screw.
When disassembling the thing, lay the
parts out carefully on the clean paper
after washmg them in the kerosene. Start
in the upper left corner and lay them out
left to right. When you get clear across the
paper start another row below them. This
procedm-e should always be followed when
you are working on something with which
you are not perfectly familiar. You see,
then when you put it back together all parts
will go in in their right order. Run a kerosene
soaked rag back and forth through
the bushings on the carbon carriages that
the feed screw goes through and then dry
them with a clean rag. Oil the whole works
(I guess No. 20 motor oil is okay) and reassemble
them. Tighten the focusing collar
retaining screw to suit youi-self and then
lock it with the jam nut while holding the
screw with a screwdriver.
When you get through with that song
and dance, the works of the lamp shouldn't
be at fault, provided the motor runs. Take
a lock at the commutator. If it's dark
brown and the brushes haven't cut a groove
around it it's in good shape. If the brushes
have cut a groove in it, order some new ones
and when they come in, you can have the
commutator turned down. Order two sets
of brushes so you'll have a spare. To have
the commutator turned down, get a pair
of waterpump pliers and a screwdriver that
fits the slot in the end of the motor shaft.
Grab the motor test pulley carefully with
the pliers and apply the screwdriver to the
slot in the shaft. It should unscrew and
leave you holding the pulley in the pump
pliers. Remove the two screws holding
the motor end bell on the lamphouse and
minding the wires, carefully pull her off,
bringing the rotor with it. Pull the rotor
out of the end bell and throw away the
brushes.
Get the commutator turned by a
good motor man, and rea.ssemble by just
sticking the rotor into the motor, putting
on the end bell, in.stalling new brushes and
putting the test pulley back on. If the worm
at the bottom of the vertical shaft is badly
worn, it can be easily changed while the
motor is disassembled by loosening the
screw in the gear inside the motor housing
and removing the shaft through the hole
in the bottom of the lamphouse.
If the motor job doesn't help, give the
motor speed control a working over. Put a
piece of fine abrasive cloth under the sliding
contact and turn the knob a Uttle.
Then sort of clean up the resistance wire
and the sliding contacts. Remove the
screws holding the lugs on the resistor
terminals and if they and the lugs are flat,
clean them up bright with steel wool, and if
they are not flat, flatten them with a fine
file, tightening the screws firmly when
reassembling.
Something else to look for is bad contact
in the DC circuits. Feel the connections to
see If any are warmer than others. If any
are warmer, disassemble them, file the
mating surfaces as near dead flat as you
can and reassemble, tightening the holding
device as tight as you think you can get
away with. When the rectifiers are cool,
pull the Palinestock clips i the
little spring
doofloppies that connect the wires to the
terminals on top of the rectifier tubes)
carefully off the wires and rub the wires
with steel wool. Check carefully to see that
the clips are not burned or corroded
through in the places where they touch the
tube contact wires, and take off the lead
wires to check their condition. Again, file
the lugs as near flat as you possibly can,
shine up the chps with steel wool and reassemble,
tightening the small bolt as much
as you can. You must take the clip off the
tube and inspect it carefully to find the
trouble there, for the condition of the contacting
surfaces cannot be told without
doing so.
Remember, an arc lamp is just like a
projector. There's been a few of them
ruined, but there hasn't been a one worn
out.
—Doug Prazee
Many installations carry the .sound effects
too high. For best results, the gain
of the effects channel should be adjusted
to produce a surround level compatible with
the screen loudspeakers levels so that the
audience feels or senses the sound from
all directions.
Ri-SiAT with the
IRWIN
UUrlUl SELF-LIQUIDATING
\
INVESTMENT!
Now that you again have 'em coming, don't lose 'em with old,
inferior or uncomfortable seating. Re-seat with the IRWIN COMET chair. It's
designed and built to provide that extra measure of comfort and good
appearance that keeps your customers coming back again and again. Its
newly improved construcfion assures exceptionally long and dependable
service with a very minimum of maintenance cost. Write today for complete
details on how you can boost profits by re-seating with the modern-to-the-minute
IRWIN COMET, the investment that quickly pays for itself
Irwin seating (m^am
GRAND RAPIDS M I C H I G A N^
BOXOFFICE :
7, 1956 77

m^mmm^m^^l^ms&ai^M
THE BUDGET- A HANDY TOOL
TO AVOID PERIODIC CRISES
If Also Points Up Theatre's Real Earning Worth
By HAROLD J. ASHE
When boxoffice receipts consistently
exceed expenditures a cash budget
is possibly a needless adjunct to other vital
statistics of a theatre. Unfortunately, an
exhibitor's receipts and expenditures are
apt to fluctuate like a fever chart. Not
infrequently, expenditures exceed receipts
at certain seasons, defying the best laid
plans of careful management. Receipts rise
and dip with weather changes and other
circumstances.
Yet, while the peaks and valleys of receipts
may not be leveled out, and expenditures
may not be forced to follow at a
lower level the precise course of receipts,
there is a handy tool available by which
this situation can be anticipated largely.
Some of the headaches can be abated.
BUDGET AN "EDUCATED GUESS"
This is accomplished through a cash
budget. It is not a crystal ball. It cannot
predict crop failures or strikes which are
reflected at the boxoffice. It cannot foresee
so called acts of God. However, it can represent
what might be called an "educated
guess" by an exhibitor of his prospects,
based upon past experience and anticipated
probabilities.
A cash budget is closely related to the
realities of each exhibitor's circumstances.
Thus, it is tailor-made. It must take into
account whether the theatre is open only
seasonally, such as drive-in ventures,
whether there is a seasonal influx of population,
as with resort areas, summer lags
and other factors.
In fact, it is these circumstances which
create periodic cash crises for exhibitors
who do not plan and prepare for these
emergencies. Regardless of how many times
an exhibitor is confronted with these critical
periods, there is the all too human
tendency to forget these unpleasant experiences,
always hoping for the best in
the future. That, unfortunately, does not
prevent a recurrence of unhappy events.
SHOULD PREPARE IN ADVANCE
Thus, an exhibitor's plight may be less
due to seasonal fluctuations in boxoffice
receipts, as such, than his failure to prepare
in advance for cash shortages. At
certain periods during the year, an exhibitor
may not have the remotest notion
at the beginning of a 30-day period whether
he can meet all of his forthcoming obligations
which must be met with cash.
He struggles along from month to month,
often falling delinquent in his rent or other
fixed obligations. Frequently he must re-

: April
,.
I PAYNE
I
I
The following concerns have recently
filed copies of iJiteresting descriptive literature
with the Modern Theatre Information
Bureau. Readers who ivish copies may
obtain them promptly by using the Readers'
Bureau postcard in this issue of The Modern
Theatre.
L-1756—A FOUR-PAGE LEAFLET pictuiiiiy
the HotSpa, six-section hot drink dispenser,
has been issued by Cole Products
Corp. The HotSpa, companion piece to
the ColeSpa, dispenser of cold beverages,
vends coffee four ways, plus hot chocolate,
hot tea or soup, with a capacity of 780
cups. The leaflet gives in detail all the
mechanical and operational features of the
HotSpa, along with price and terms. Pictured,
too, are the special and deluxe Cole-
Spa lines.
L-1757 Profitable enlargement of outgrown
concessions stands at drive-in theatres
is outlined in a brochure issued by
Manley, Inc., describing the firm's all-steel.
pre-fabricated Serv-O-Ramic stands. These
cafeteria-style units may be arranged as
hollow square, star, rectangle or for
straight line service.
L-1758 Dustrol treatment for surfaces
of drive-in theatres is discussed in an eightpage
brochure available from Socony-
Vacuum Oil Co. Dustrol is a petroleum
product developed during World War II to
control severe dust conditions on air bases
in the Southwest. The brochure outlines
drainage requirements, surface preparation,
application of dust control agent.
L-1759 Crushed ice machines for concessions
operations at drive-in theatres of
all sizes are covered in a six-page booklet
offered by American Gas Machine Co.
There are eight models of Scotsman Super
Flakers with capacities ranging from 200
to 2,000 poimds per day.
L-1760 Exhibitors planning theatre
seating renovation will be interested in a
publication by Hewitt-Robins, Inc. The
76-page catalog has drawings and specifications
for 243 different sizes of foam rubber
cushions for which the firm maintains
permanent metal molds.
L-1761—A SERIES OF window display
cards created in line with suggestions from
exhibitors is described in a folder prepared
by Fepco Theatre Advertisers. The firm's
standard 14x22-inch card is reproduced in
full size and actual colors. The folder includes
price lists for each of the five card
sizes in job lots from ten to 100.
L-1762 Manley's Stadium popcorn machine
for drive-in theatres and indoor theatre
concessions is subject of a four-page
folder from Manley. Inc. Analytical cutaway
drawing and photograph of the Stadium
are combined with descriptions of its
money-making features, specifications and
high-speed popping capacity.
In Time To Show ''Carousel"
The New AMPEX "Triumph'
SINGLE CHANNEL MAGNETIC
SOUND SYSTEM
^Ufl
$
785=
containing the famous Ampex Reproducers
with facilities for expanding to 3 or 4
channel stereophonic sound.
AMPS is headquarters for
• 3. 4 AND e CHANNEL STEREOPHONIC SOUND SYSTEMS
• REPLACEMENT PARTS
• ASSOCIATED EQUIPMENT
[y^]/^»^^^^^^ t^^^«^ Pi$e^C^
Dept. T, 1310 Bedlord Ave. • Brooklyn 16, N. Y. • MAin 2-6662
WENZEL presents the finest equipment
(except Arc Lamps) that 35 yeors ot designing
have produced. Now in use in
many large Theatres all over the WORLD!
CINEMASCOPE (FOX HOLE)
SPROCKETS FOR ALMOST ANY
TYPE PROJECTOR OR SOUND HEAD
Increase your Screen Illumination without
increasing your Amperage. New
instantly adjustable Shutter for use on
Weniel, Baliantyne, Century, Regular
and Super Simplex Projectors.
STANDARD THEATRE: S 796 RS-3
Send for Literature
DRIVE-INS; 2033
BR-6
WENZEL PROJECTOR CO.
2505-19 S. State St.
HOW CARBON COSTS WILL COME
DOWN IN YOUR THEATRE
when you hove the
CRON-O-MATIC
Fully
Automatic
CARBON SAVER
If you have Ashcraft "D" or "E", Brenkert-Enorc,
Peerless Magnarc, or Strong Mogul projection lamps
you can save $400.00 annually by investing only
$42.50 in this greot money-saver. It poys an overage
return of 9000o on your investment. F
PRODUCTS CO. "d,., .on)
Uses positive corbon stubs of ony length, without 2455 W. Stadium Blvd. Ann Arho
I
*^
( ) Send literature on the Cron-O-Malic
preparation. When entirely consumed, the new carbon g|,|p Cron-0-.Mallc ( ) C.O.D Inc. pDslage
goes into use without losing the light, or otherwise I ( ) Remltt.ince licrcultl
affecting lamp operation. Burns averoge lengths I
^""^
(3-14") down to H". "ving 2-1," or 22.2%
*«"«
of
J
Street
i
If your deaU
supply you, order
City & St.ite
EXPORT: Frazar & Hansen. LI
I San Francisco. New
BOXOFFICE :
7, 1956

•
'•
during
m^m^smmsmmss^MBSU
I F Wl ^^^""^^^"^ ^ DEVELOPMENTS^
Fast Service From Dispenser P-1438
For Non-Carbonated Drinks
An eight-o u n c e
»' ^"^
drink can be drawn in
three seconds from
beverage merchandiser-dispensers
introduced
by Heat Exchangers,
r
Inc., to
speed service of noncarbonated
drinks
theatre intermission.
The dispensers
feature "analumination"—
built-in animation and illumin-
for merchandising fruit juices
or other beverage
ation
which flows down
Automatic One-Way Gate P-1439
For Drive-ln Theatres
u^^^ "^
A one-way traffic gate designed to put a
stop to admission losses after boxoffice
closing hours at drive-in theatres has been
introduced by C & R Enterprises. Known as
the Rupe One-Way Gate, it consists of a
row of evenly spaced steel flanges which
are nested in a concrete base sunk across
the drive-in's regular exit. The steel flanges
are bolted in the base and held by springs
at an angle directed outward which prohibits
cars from entering. However, the
weight of a car leaving the drive-in depresses
the flanges, permitting the car to
pass across the flanges at any normal or
reasonable speed. The gate is manufactured
in nine foot lengths, completely assembled
and ready to bolt into the cement base.
'30
FOR MORE
INFORMATION
USE Readers
Bureau Coupons at Pase 74
Hot Dogs With Chili Flavor
A New Concessions Item
P-1440
A frankfurter which includes chili seasoning
among its packed-in ingredients has
been made available to the theatre concessions
trade by the Mickelberry Food
inside the glass bowl. The bowl is
capped by a "starlite" dome. Models range
Products Co. Called Chih-Fi-anks, the
from six to 18- gallon capacity, electrically
product is winning acceptance among concessions
managers because it eliminates the
refrigerated. Also available in a six-gallon
model that is ice-cooled. Anodized aluminum
cabinet has marproof finish with
former need for a staff member to
spread prepared chili on the hot dog at
ends easily removed for servicing. Glass
time of sale. With the chili seasoning m
bowl is instantly detachable for cleaning.
the frank, the customer gets a hot dog
Beverages are quickly cooled from 70° to 40".
easier to eat, since he does not have to
be concerned with overflow of chili on
hands and clothes. The chili seasoning,
although providing a pleasing, spicy tang,
does not overpower the popular hot dog
flavor.
Commercial Vacuum Units P-1441
For Daily Theatre Use
Four heavy duty cleaners have been
added to the Super line of vacuums by
the National Super Service Co. These newcomers
are designed to provide powerful,
commercial cleaning units for theatres
which have been performing daily cleaning
chores with vacuums designed for domestic
use. Each new Super is small, compact,
quiet and readily mobile. Model LW-12
weighs 26 pounds, has wet and dry pickup
unit with push-button hose connection lock,
built-in float control that eliminates
changeover for wet work and dry air motor
cooling. A solid rubber bumper is wrapped
around the base. The unit moves on ballbearing
swivel casters. Model MW-14 to
these features adds a transport handle that
makes it easy to take the unit up and down
stairs. For big cleaning jobs. Super has
added Model BP-2, which combines wet
and dry pickup and blowing. The fourth
new Super is Model JS for dry suction only.
Claims made for products described editoriolly
on this and other pages are taken from the
monufocturers' statements.
Drive-ln Promotion Booklet P-1442
To Promote Family Trade
A Fun Book planned to stimulate family
interest in attending a drive-in theatre and
patronizing its concessions stand has been
created by Ted Walters Co. The direct
mailing piece appeals to the children, providing
16 pages for them to color or cutout,
along with games and puzzles. Each
of these things-to-do items has a theme
com-iected with going to a drive-in or ordering
liberally at the concessions stand. The
middle pages are devoted to a "Go to the
Drive-In" game which should channel the
youngsters' thinking in the desired direction,
leading them to urge the parents to
take them frequently to the drive-in providing
them with the Fun Book.
Two-Tone Replacement Speaker P-1443
With Overlapping Louvers
An LD speaker designed primarily for
replacement use at drive-in theatres has
been announced by Dawo Corp. The working
part of the speaker is a four-inch
Qualm Nichols speaker unit and a 25-ohm,
wire-wound potentiometer. The manufacturer
claims that the speaker is functionally
designed to present no service problem. The
case is made of deep drawn steel and has
an interlocking back with removable
hangers. The case is protected against wear
by a bonderized dip, epon primer and hardbaked
enamel finish. Louvers in the case
have been made to overlap to shut out sunshine
with its ultra violet rays effect, thus
guarding against speaker deterioration due
to this cause. The LD speaker is finished in
a harmonious two-tone effect. Front portion
of the case is white: the back portion,
blue. The speaker is available with straight
or Koiled Kords.
The MODERN THEATRE SECnON

Bail-Bearing Curved Track P-1444
For Theatre Curtains
An aluminum, completely ball-bearing
curved track for theatre stage curtains has
been announced by Automatic Devices Co.
"Curvit-Sure," as the track is tradenamed,
is said to embody a new concept in stage
curtain tracks. It is applicable on just
about every kind of curved layout, even
where relatively sharp radii are involved,
according to the manufacturer. The track
is obtainable for straight runs and for a
"walk-along" type of operation on cycloramas.
The line may be used, too, for
medium and heavy duty cord-operated
curtain track. The firm's engineers introduced
the curved track following a designing
and development program requiring
a year.
Automatic Developing Machine P-1445
Handles Reversal Processing
and slash-proof. The cable and its locking
device will withstand outdoor exposure, the
manufacturer claims.
ice
Machine Manufactures
Standard Cubes or Cubclets
S25
DOWN
Balance
$10
Monthly
400 DELUXE
PENNY
FORTUNE
SCALE
NOT A
NOVELTY—
BUT AN
INVESTMENT
25-75 %
PROFIT
[^ j^pprrni" ;^x
i
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An all-purpose automatic developing machine
which the manufacturer claims will
enable independent producers to do their
own film processing on the premises is the
Bridgamatic Jr., available through S. O. S.
Cinema Supply Corp. The Bridgamatic Jr.,
Type RA, is also said to fill the need for
reversal processing. Another feature is
that it takes the new prehardened emulsions,
including Eastman Tri-X reversal,
now being released to the trade. The unit
is equipped with a variable speed control
allowing changes in developing time from
1.5 to 12 minutes and is claimed to process
at the rate of 1,200 feet per hour at normal
temperature. The first four tanks are enclosed
in a light-tight section. Cantilever
construction permits easy cleaning and
maintenance. Standard equipment includes
a feed-in elevator, 1,200-foot daylight magazine
and other features, such as stainless
steel tanks, air squeegee, air agitation for
bleach tank, and self-contained plumbing.
Anti-Theft and Anti-Vandalism P-1446
Device for Heaters, Speakers
An all-weather device to prevent theft of
individual in-car heaters and speakers from
drive-ins has been introduced by Speaker
Security Co. The low-budget device is an
Aircraft cable for attaching the speaker or
heater to the post, the connection at the
post being secured by a patented locking
mechanism. The cable consists of 133
strands of high carbon steel wire woven to
a
' 8 -inch diameter. The cable is said to
have a breaking strength of 2,000 pounds
and tests have proved that it is snip-proof
A compact new ue cube maker that
automatically manufactures up to 450
pounds of standard size cubes or tiny
cublets per day is being produced by
Frigidaire Division of General Motors. The
cubelets, %x=8-inch, are probably the most
suited for drive-in concessions, but the
machines can produce the standard size
cube simply by interchanging cutting grids.
The ice maker is said to produce its full
capacity for as little as 52 cents a day.
It has a storage capacity of 375 pounds.
The complete mechanism is enclosed in an
attractively styled, heavily insulated cabinet,
and is designed to meet maximum
sanitation requirements.
Portable Incinerator P-1448
For Drive-In
Debris
A portable incinerator cart is being introduced
to drive-in theatres by County Specialists
for speedy and economical disposal
of all burnable debris from ramp and drive
areas. The one-man, two-wheel cart has a
40-inch high meshed hopper of welded
steel with 18-cubic-foot capacity. Debris is
burned in the cart, eliminating unsightly
ash piles from the drive-in area. A sheet
steel ash catcher is mounted below the
hopper and ashes from the catcher may be
dumped or scattered to nourish theatre
flower beds or lawns. The cart is balanced
for easy dumping, wheelbarrow fashion.
Wlieel treads are 2V2 inches to prevent
damage to turf or sinking in sand. For
storage, the wheels may be removed so the
cart may hang against the wall.
The Calcium Chloride Institute, 909 Ring
Bldg., Washington 6, D. C, is the clearing
house for technical information on the
uses of calcium chloride, used by many I
drive-in theatres to eliminate dust. For
information on dustlaying or other uses
of calcium chloride write for its list of
publications.
WEIGHT 165 LBS.
WAT L I N G
Inrented and Mode Only by
Manufacturing
Company
4650 W. Fulton St. Chicago 44, Illinois
Est. 1889—Telephone: Columbus 1-2772
Cable Address: WATLINCITE, Chicago
ADLER
N£W
SNAPLOK'
PLASTIC
LETTERS
Snap on ond off frames easily.
Testing lab reports these new 4"-
6"-8" letters stay firmly on fromes
even in a 60-mile wind .
. .
and
spring clip keeps its gripping power
after being used 20,000 times.
ADLER
Silhouette Letter Co.
PROFESSIONAL SEAT RENOVATION
Factory-trained crew will re-do your theatre choirs
SAMPLES . . . ESTIMATES ANYWHERE.
BOXOFFICE :
: April 7, 1956

about PEOPLE / and PRODUCT
An expansion of service offered by the
Western Electronics Co. has been announced
by Martin F. Klingler, president.
The firm, which has been rebuilding
weatherproofed drive-in speakers for the
last six years, is now including repair of
microphones and driver-units (horns) in
its regular service.
William E. Robinson, president of Coca-
Cola Co., has announced appointment of
E. J. Forio as the firm's senior vice-president
in Atlanta. Forio takes on duties of
the new post while retaining present responsibilities
as head of the offices of information
and industry relations. He received
a Coca-Cola 35-year service pin in
December, the first company officer to
qualify for the recognition.
Congratulations to the
Projection Optics Co. has developed a
special adaptation to use the Hilux-Val
as a reversed anamorphic projection lens.
The inversed Hilux-Val unit can be used
B.F. SHEARER COMPANY
on the
SILVER ANNIVERSARY
of their
SAN FRANCISCO OFFICE
Heywood-Wakefield joins with all the other friends and associates
of Ben F. Shearer, Homer I. Tegtmeier and their organization in
congratulating them on twenty-five years of service to West Coast
theatres through their San Francisco Office.
Heywood is particularly proud of its long association as a supplier
to the B. F. Shearer Company, a relationship which has
flourished since 1917. We look forward to many more years of
teamwork in bringing comfortable, serviceable appointments to
your theatres.
HEYWOOD-
WAKEFIELD
Theatre Seating Division . Menominee, Michigan
Sales Offices: Baltimore • Chicago . New York
with any standard projection lens. When
reversed it becomes a fixed anamorphic
lens. The adaptation was developed by the
firm to meet the needs of drive-in theatres
requiring a focal length beyond 7.00.
New quarters at 630 Ninth Ave., New
York City, have been occupied by Norpat
Sales, Inc., Norpat International Division,
"Doc" Paige & Associates and American
Selectifier Division. Offices, warehouse and
street-level showroom are provided in the
same building. The new telephone number
is JUdson 6-8040.
Jack Prain, who became
director of sales,
Hollywood Candy Division,
Hollywood
Brands, Inc., moved
into the top sales spot
exactly two decades
after joining the firm
as a merchandising
detail man in Memphis.
In his 20-year
climb, Fi-ain served as
Jack ftain crew manager, promoting
sales throughout the South; manager
for the Carolinas and Virginias, and
senior salesman of the Carolinas. In the
post-war years he has been Hollywood's
sales leader and was advanced to divisional
sales manager in 1955.
The Stephen-Leedom Carpet Co., Inc.,
has been formed by merger of two firms in
competition with one another since 1865.
The merging fiims are the Stephen Rug
Mills, Inc., and the Thomas L. Leedom Co.
Officers of the new corporation are : Gerald
L.. Herzfeld, president; Sumner J. Robinson,
vice-president; Saul S. Herzfeld, secretary
and treasurer. John W. Allen, former
general sales manager for Alexander
Smith, Inc., is a sales executive with the
new corporation.
Carpets for public installation will be
produced at Stephen-Leedom's Leedom
plant. The new fii-m also has financial interests
in plants in Belgium, Fiance and
Italy.
The Sweden Freezer Manufacturing Co.
has opened an assembly plant at Columbus,
Ohio, to meet demands for its new model
milk shake machine. The machine was introduced
to the trade last October and
found immediate acceptance by drive-in
theatres, soda fountains and restaui-ants,
according to Harvey F. Swenson, president.
The firm's headquarters are in Seattle,
where it has two plants and a research and
development staff. The company was
formed in 1932 to manufacture soft ice
cream machines.
Eastman Kodak Co. has two new vicepresidents,
Newton B. Green and William
T. Roach. Green is general manager and
Roach is general management consultant
of the apparatus and optical division of
the firm. Each has been with Eastman for
35 years. Both served in World War I and
are members of the Optical Society of
America.
The MODERN THEATRE SECTION

I
> BOXOFFICE
. REVIEWS
> ALPHABETICAL INDEX
ADLINES & EXPLOITIPS
BAROMETER
> EXHIBITOR HAS HIS SAY
> FEATURE RELEASE CHART
> FEATURE REVIEW DIGEST
OF FEATURES
SHORTS RELEASE
CHART
SHORT SUBJECT REVIEWS
SHOWMANDISING IDEAS
THE GUIDE TO n BETTER BOOKING AND B U S I N E S S - B U I L D I N G
THERE ARE BOXOFFICE KICKS IN ROCK AND ROLL
Theatres around the country are jumping
on the rock and roll bandwagon and
finding it extremely profitable.
Such an attraction was staged at six
Stanley Warner Theatres in New Jersey on
six consecutive nights recently. The music
revue, not a new promotion with this theatre
chain, was initiated by Charles Smakow'itz,
manager of the Newark zone, and
Edgar Goth, advertising director. Harold
Widenhorn helped set up the show.
A NIGHT EACH AT 6 THEATRES
The stage event ojjened at the Capitol in
Passaic on a Monday night, where Ed
Moltani is manager, then moved to the
Embassy in Orange, managed by Adolph
Finkelstein; Regent in Paterson, Dick
Joseph: Ritz in Elizabeth, Alfred Barilla:
DeWitt in Bayonne, Nyman Kessler, and
the Fabian in Hoboken, managed by Fred
DeAngelis.
Goth observed that rock and roll is
really a different kind of popular blues
music. "It's American folk music—based on
Negro folk tunes—differing from our westem
music, which stems from European
songs," Goth said. "We decided on the
rock and roll shows because in all promotions,
we try to capitalize on a hot phrase
—to give imaginative treatment in keeping
with the times."
The arrangements were started well in
advance, giving all persons concerned a
chance to make the proper contacts and
produce the publicity.
Bruce Ramon, a top disk jockey in the
area, was asked to serve as emcee, and
from this contact, the show developed.
Bruce looked over the field of available
"stars," choosing those whose popularity
was indicated by record sales and jukeboxes,
and set up the Rock and Roll
Rhythm Revue.
SPONSORED BY FURNITURE STORE
A local furniture store—Roger's—agreed
to sponsor the show, an important item in
helping offset the expense. A month in
advance Bruce began a concentrated promotion
campaign. He devoted a good portion,
of his program six nights a week to
plugging the personalities in the revue, the
dates and locations of their appearances,
and played their hit records. He had
proper signs on his multicolored car. Window
cards in three colors were cleverly designed
as eye-catchers. A two-color throw-
This sock window (left) on "Rock Around the Clock" was set up at one of the leading music stores
in Minneapolis by Manager Vern Huntsinger of the Gopher. The personal appearance of Bill Holey
to judge a donee contest ot the Stanley in Philadelphia (right) wos fully exploited by Manager John
Roach ond publicist Birk Binnord. From left to right, in the lobby; Roach, the winning couple and Holey.
I
away was sent to the high schools, and
distributed door to door in the area. Music
stores displayed the signs and featured
rock and roll songs.
Trailers, written in rock and roll jargon,
were run in all six theatres. Cross-plug
trailers in other SW theatres, special newspaper
ads were started well ahead.
Goth urged that the theatre be fully
manned for the revue to make sure the
audience remained orderly.
At the close of each show, the emcee announced
the performers would be outside
the theatre to sign autographs. This assured
an orderly dismissal before the second
show. A record player then played the
songs of the performers before the beginning
of the hour and a half picture—which
was included in the program.
The shows were sensationally successful,
with record-breaking crowds attending,
and they "justified the confidence in the
new rock and roll kicks," Goth said.
The individual managers made sure that
the heralds were distributed in their neighborhoods,
and the record shops came
through properly.
Birk Biruiard, publicity manager for the
Stanley in Philadelphia, arranged a Rock
'n' Roll dance contest to spark the opening
of "Rock Around the Clock." High schools
were invited to send down their top dance
teams for the opening day event in the
lobby. Bill Haley, star of the film, was
there to act as judge. A $25 bond was
awarded to the wirmlng team. BUI Haley
record albums were presented to all the
other contestants. The appearance of the
rock and roll star, plus word of the dance
contest, drew crowds to the theatre.
From W. S. Samuels of the Texas down
in Dallas, comes a report of a highly successful
rock and roll midnight stage show.
The program, running a full hour, consisted
of teenage professional talent packaged by
the Top Ten Music Corp. of Dallas.
Samuels prepared his public for the show
with a full-fledged publicity buildup. One
week in advance, he started with teaser ads
in the Oak Cliff Tribune and other local
newspapers. The Tribune provided lots of
good art and copy in the entertairmient
columns to back up the ads. The theatre
also distributed a novelty herald in the
shape of "mad money." Also known as
"crazy cabbage," these cash-shajied circulars
were given out at the schools and in
the streets. They were first used about a
week before the show, then repeated on
Friday and Saturday in advance.
Ken Knox, one of the top disk jockeys in
the area, served as master of ceremonies for
part of the show. Of course, Knox gave
the program and the theatre plenty of
boosts on his radio shows all week long.
In another situation, Manager Vern
Huntsinger of the Gopher in Minneapolis
got good mileage out of "Rock Around the
Clock." thanks to a pair of screenings he
conducted. One screening was held the
Saturday morning preceding the opening,
for selected groups from the high schools.
Huntsinger added to the hoopla by hiring a
rock and roll trio to play in the lobby.
BOXOFFICE Showmondiser :: April 7, 1956 95

pROM time to time we get letters and
stories coming in which describe a
manager's attempt to do something that
goes against the generally accepted "rules"
of the situation. Naturally enough, we only
hear about the instances where all ends
well. It is to be assumed that many of these
departures from common practice don't
do the job that's hoped for, but, by the
same token, many of the surefire stunts
that follow "the book" fall flat sometimes,
too. The point that bears underlining here,
we feel, is that there are times when the
"book" way of doing something is not always
the only way, or even the right way.
The wise old heads may shake disapprovingly
at the tack some courageous spirit is
adopting, but the end can Justify the unusual
means. So, even if you hear wellmeant
counsel that adds up to, "They won't
go for that in our town," or "It's never
worked out that way," don't chuck your
idea overboard if you really think you can
put it across.
*
A parallel case in the recent Academy
Awards balloting lerids support to the
proposition that the rulehook doesn't
alioays rule. It's the picture "Marty," of
course. "Marty," according to the rules
of Hollywood, was just the kind of film
made to satisfy the producer's penchant
to turn out something creative
but financially derelict. If it wasn't for
the fact that Hecht-Lancaster already
had tiDO productions for the year lohich
followed all the prescribed rules to insure
boxoffice success, and they could
therefore, afford to take a gamble on
what appeared to be a "tax loss" enterprise,
it is extremely doubtful that
"Marty" would have been produced, at
least not in 1955.
*
A little gesture, but just the kind of thing
guaranteed to win customers is this little
stunt reported up Canada way. Manager
Benoit Lehoux of the Paramount in Rouyn
found a medallion in his theatre, obviously
lost by a woman patron. It was a little the
worse for wear when he found it, so he
had it repaired and polished, then waited
for someone to 'claim it. Sure enough, one
of his lady patrons did ask about it. and
was to tickled when she got it back in such
fine shape that she phoned the story in to
the local newspaper.
*
A gimmick used out in Sunny California
probably could be adapted to
your own theatre. When the "Warner
Downtown in Los Angeles opened "Miracle
in the Rain." the theatre announced
that people could icalk in free
if they arrived during a bona fide
shower— which, indeed, might be something
of a miracle for that part of the
country. Of course, if you're right in
the heart of some real "April shower"
weather belt, better forget this one.
—LARRY GOODMAN
Photo Contest Staged
For 'Carousel' Opening
A photo contest to find the local girls who
looked the most like Shirley Jones and
Barbara Ruick was the main promotional
pivot adopted by Dean Matthews, Fox Theatre,
Portland, Ore., for "Carousel." Portland's
big downtown department store.
Bedell's, lined up the entries and took the
photos at the store's expense to promote
the contest.
The special effort was an outgrowth of
the pressbook photo idea. The Portland winners
were to have their photographs submitted
in the national contest.
In addition. Bedell's set up a fashion
show for three nights runnings. The 30-
minute stage offering was advertised by
special ads run by the store.
Matthews also set up an elaborate Snow
Food Products deal, with top supermarkets
pushing products and theatre credits in
special store displays. A daily drawing at
the theatre had gift packages provided by
the F. H. Snow Canning Co., in addition to
miniature gift boats for children. The Snow
company and the grocers ran two advance
40-inch ads to be followed by daily insertions
of eight-inch ads alternating in the
Journal and Oregonian, and the firm
plugged the affair on radio and TV outlets.
Plenty of Co-Op Displays
In Buffalo for 'Flannel'
A plenitude of displays scattered over
the city prepared for the opening of "The
Man in the Gray Flannel Suit" Friday before
Easter at the Center Theatre in Buffalo,
with the national tieup with Eagle,
maker of men's clothing, performing yeoman's
service. There was ample manpower
to make the many arrangements—Arthur
Krolick, Charles Taylor and Ben Dargush
of Buffalo Paramount Theatres.
Kleinhans, the city's largest clothing
store which handles the Eagle product,
came through with windows and tieup copy
in ads and on TV and radio. Ulbrick had
windows in all its six book stores, while
art shops and the public libraries gave space
for sign cards. A pictorial review on the
film was landed in the roto section of the
Sunday Courier-Express, while Empire
State News Co. trucks had signs on all its
fleet
imits.
Secretary Contest Plugs
'Miracle' in 32 Cities
An all-expenses-paid trip to Hollywood
will be the prize for 32 secretaries from 32
key cities on April 6 when winners are
selected in the "A Miracle Can Happen to
You" contest inspired by Warners' Jane
Wyman-Van Johnson starrer, "Miracle in
the Rain."
While on their four-day Hollywood junket,
the 32 secretaries will visit the Warner
studios in Burbank and will make a guest
appearance on Art Linkletter's "House
Party" show on CBS-TV. The Los Angeles
winner will act as official hostess for the
group.
Store Sells Tickets
For Special Booking
An outstanding tieup with the Hochschild
& Kohn department stores of Baltimore, in
which the main store in the heart of town is
offering boxoffice facilities, has been a material
force in assuring the success of the
opening of "Oklahoma!" in the area. The
musical, first production filmed in the
Todd-AO process, is showing at the Film
Centre, some miles from the business center
of the city. The department store boxoffice
enables cash customers to buy seats more
conveniently. In addition the store fills orders
by mail ol- telephone and charges the
cost to those having store accounts.
Tickets are also available at the Town,
Hippodrome and Little theatres, which
with the Film Centre form a chain operated
by I. M. and R. M. Rappaport.
The Rappaports, aided by their promotion
director, Caryl Hamburger, have sold
the Todd-AO film to the public in Baltimore
and surrounding area with a hardhitting
aggressive campaign. Tlie Todd-AO
process was strongly sold from the beginning.
The entire campaign started with a
visit to the city of top officials of the
Todd-AO Corp., the American Optical Co.,
and the Philips Co. of the Netherlands. The
Rappaports staged" a party to which they
invited the local press and broadcasting
fraternity plus civic leaders.
Magna Theatre Corp., distributors of
"Oklahoma!" and Capitol Records produced
special open-end recorded interviews with
Shirley Jones which were played by disk
jockeys throughout the Baltimore area.
The theatre worked out special contest
promotions for the Baltimore News-Post
and radio station 'WTTH in behalf of the
picture. Prizes were promoted by the Rappaports.
The News-Post also agreed to
promotion whereby the newspaper purchases
tickets for its carrier boys as premiimis
for all new subscribers.
A program was worked out with school
cooperation. The "Oklahoma!" study guide
has been sent to all teachers in public and
private schools throughout the State of
Maryland.
In the Magazines
Mitzi Gaynor and her latest Paramount
vehicles, "Anything Goes" and "The Birds
and the Bees," get dominant treatment in
the April issue of Woman's Day.
Twentieth-Fox's "Carousel" has been
chosen Picture of the Month for April
by Redbook. Quotes from the review
make exploitable catchlines.
A six-page fashion section appears in the
April number of Good Housekeeping to back
United Artists' "Alexander the Great."
Titled "Gala Fashion Inspired by a Great
Movie," the spread presents women's styles
based on the $400,000 wardrobe used for
the film. Good Housekeeping is furnishing
a display piece prominently featuring the
spread, suitable for department stores, dry
goods outlets and theatre lobbies.
— 96 — BOXOFFICE Showmandiser : : April 7, 1956

Kid Artists, Models
Twirl on the Stage!
When Murray Spector played "Artists
and Models" at the Central in Jersey City.
N. J., he supplemented the screen attrac-
S tion with some in-the-flesh "artists and
models" among the younger set.
Spector set up a baton twirling contest
for the Friday night performance, persuading
12 youngsters. 5 to 14, to come
up on the stage in shimmering costumes
and tassled boots. Many of the contestants,
all girls, had won county championship
honors at former twirling competitions.
The contest was judged by expert adult
twirlers. On hand for the occasion, by
Spector's an-angement, were former strutting
and twirling champs who gave demonstrations
of their skill. The contest was
supported by 15 local merchants who supplied
merchandise gifts, some ranging as
high as $40. There were enough prizes for
all—even nonwinners—with the top awards.
naturally enough, going to the finalists.
Fifteen boxes of candy also were promoted,
taking care of 12 entrants and
the three champion performers.
Evergreen Sprucing Up
Ideas for Friday 13th
Following on the January 13 shows, Division
Manager Jim Runte of Evergreen Theatres
appointed a committee to study ways
and means for repeating these successful
shows throughout Evergreen for Friday,
April 13, midnight. The committee, chairmanned
by Murt Makins, Bremerton.
Wash., with theatre managers Emrys
Evans, Aberdeen: W. W. Cooley, Everett,
and Joe Furfaro, Seattle, came up with a
new idea for presentation, which they will
call "Science vs. Horror Shows."
The group contacted Filmack for assistance
in offering an absolutely different approach
for theatre patrons via the film
medium. Filmack responded with four or
five ideas, one of which was adopted by the
committee.
The committee also is exploring the possibility
of having one or two theatres in
the circuit presenting on Fi-iday. April 13.
an entire science-fiction offering, Instead of
comboing with a horror feature.
The committee hopes to give a whiskered
idea a clean shave and thereby add socko
treatment and assure a midnight boxoffice
take. Past experience proves that success
on these attractions comes only via the
work method.
Teaser Posters Placed Around Town
Whip Up Interest in Ransom' Date
Fifty
teaser posters placed around Meriden.
Conn., by Manager Tony Masella of
the Palace whipped up initial interest for
"Ransom." The 14x22 posters carried a
large photo of a youngster under big black
type, "Have You Seen This Boy?" Underneath
in smaller type was: "He Is being held
for RANSOM! For further information
see MGM's 'Ransom' starring, etc." These
hard-hitting signs were placed on light
poles, walls, sides of buildings, windows,
etc., where they'd be sure to be seen by
most persons in town.
Other cards of a teaser nature, but having
varied copy, were set up at the theatre
itself. These included 30x40s and a 40x60
at the rear of the orchestra, a special
40x60 display piece in the main lobby, another
at the back counter of the candy
stand, and a five-piece fluorescent satin
sectional valance which was strung across
the main lobby entrance near the inside
boxoffice.
Most of these teasers were based on the
thought, "What would you do if your son
were kidnapped?" The same theme was
worked into the theatre programs and used
in
A-board copy and window signs.
A novelty ransom note was distributed
to pedestrians. Some 500 numbered consecutively
were distributed. Holders of
those notes with numbers corresponding
to a list posted at the boxoffice were
awarded guest tickets.
The city was blanketed with other displays,
publicity gimmicks and ballyhoo activities,
including 1,000 copies of a twocolor
herald in parked cars and homes; soda
streamers in the drugstores and lunch
counters: a colorful phone display in the
local telephone company office; at Danaher
mmmmnmmm^.mm
Here's the eye-catching big candy stand display
with out-sized telephone used by Tony Masella
of the Palace in Meriden, Conn., for "Ransom."
Bros. Ford dealers using art of Donna Reed
with a Thunderbird: a window featuring
Glenn Ford and Donna Reed in eye glasses
at an optical store; another featuring Miss
Reed in a spring outfit at a department
store, and stills in windows of various shops.
A page co-op ran in both the Meriden
Journal and the Meriden Record on two
consecutive days. An eight-column streamer
at the top of the ad carried art from
the movie at both ends and copy along these
lines:
"You don't need a RANSOM for the
best values in town when you shop these
Meriden merchants. And for a new high
in motion picture entertainment—don't
miss RANSOM now at the Loew's Poll
Palace." Each separate ad on the page
also carried a brief mention of the attraction.
The Donna Reed interview was planted
over station WMMW.
Little Boy for 'Outlaw'
"The Littlest Outlaw" was given an effective
but inexpensive ballyhoo on the streets
of Visalia, Calif., by Manager Ken Kucera.
He used dyrKj)
a small boy, almost a living
counterpart to the one in the picture,
dressed in Mexican attire with worn-out
straw hat and colorful serape. The boy paraded
the business district for two afternoons
leading a horse and carrying a banner.
BOXOmCE Showroondiser : : April 7. 1956 — 97 —
This handsome float plugging "Alexander the Grcot" was part of the extensive program of promotion
arranged by UA publicist Wolly Heim of Chicago. The float mode such o big hit in the St. Patrick's
Day parade, which was viewed by thousands while it was televised by local stations, that it was *a be
drawn around the Loop area for three days prior to the April 4 opening at the Chicago Theatre. A
photo similar to the one above was published in the Chicago American.

Rome Trip Contest Plus Miss Universe
Makes Goodman' Big Kalamazoo Event
Sanders in Kalamazoo, Mich., used these two eye-filling windows for "The Benny Goodn
displays three weeks in advance at the State Theatre. Manager Pat Heavy arranged the tie
to a big helping hand from Miss Universe, who appeared at the shop.
is generally considered to be a smaller
situation.
Major support was received from Sanders,
Inc., one of the leading dress shops in
town. The merchant tied in with the national
promotion sponsored by Charm
magazine, and carried it out locally through
all avenues of promotion. The over-all
drive made front page news in all local
papers and was rated as one of the most
comprehensive promotions in the city's history.
The dress shop featured "Benny Goodman
Story" windows exclusively for three
weeks in advance as well as extensive displays
inside the store. One window featured
a Song Symbol contest and was built
around a musical theme, with instruments
on display and scene stills. Grinnell's music
shop had a record display in the dress shop
window.
Sanders devoted all of its regular spots
on WKMI to the Charm promotion, plugging
the film and the magazine's contest
in which the top prize was a trip to Rome.
On the Sunday before playdate, Sanders
had a full-page ad in the Kalamazoo
Gazette plugging the contest and the film.
The next day, Monday, the shop ran a
half -page ad advertising the personal appearance
of Miss Universe together with
another plug for the picture. Thousands of
entry blanks for the contest also were distributed
at the store and at the theatre.
Sanders sent two models to hand them out
during the three-day opening weekend.
The theatre cross-plugged the store by
means of a 30x40 in the lobby and a trailer
on the screen. The Gazette chipped in
with a photo of Miss Universe and a long
feature story, mentioning the theatre and
the store tieup, three days before her ar-
Story"
thanks
Thanks to the visit of Hillevi Rombin, rival. During her stay in Kalamazoo,
who is Miss Universe of 1956, Manager Pat Miss Universe made her public appearance
Heavy of the State in Kalamazoo, Mich.,
at the store three days in advance
was able to work up a big league campaign of the opening to sign autographs. To
for "The Benny Goodman Story" in what catch the lunch hour crowds, she was on
the scene from 11:30 a.m. to 12:30. About
an hour before her arrival, a line formed
outside the store, and three city policemen
were summoned to keep order. At 12:30.
she had to leave to appear on a television
show on WKZO-TV, "Feminine Fancies."
After lunch. Miss Rombin, who has a
small part in "The Benny Goodman Story,"
returned to the store and signed autographed
photos, then took part in a
fashion show with two other models, modeling
the fashions pinpointed in the Charm
magazine tieup.
To help promote the music from "The Benny
Goodman Story," Manager Jock Silverthorne
and assistant manager Dixie Patterson set up
a Webcor hi-fi display in the lobby of the
Hippodrome in Cleveland three weeks in advance.
The tieup was made with Record
Rendezvous, leading record shop.
At 4 pjn., she was interviewed via tape
recorder by Jeff Lane of WKMI, and the
show was rebroadcast, complete with plugs,
on three occasions within the next two
days.
The Gazette also took a photo of Miss
Universe with Miss BiUie Sanders who with
her father owns and operates the dress
store. The photo appeared that afternoon
on the front page, four columns wide. Appropriate
credits were given.
Other merchants in town also got on the
bandwagon. Four of the local record shops
had complete windows on the film, crediting
the theatre and cross-plugging the
Sanders tie-in. Grinnell's music shop, as
already mentioned, Joined in, too. KLM
Dutch Airlines gave travel posters, while
the windows at the ticket office featured
song sheets provided by U-I field men.
The marquee of the Harris Hotel, where
Miss Rombin stayed during her visit,
saluted, "Welcome Home, Miss Universe."
Sanders, which incidentally had to reorder
the contest dresses eight times after
the first announcement broke locaUy, due
to the rushing business, also arranged for
Jeff Lane to interview Steve Allen by telephone.
This was taped and broadcast twice
the following day, with film plugs.
Personal Approach Pays
On Religious Film Date
The personal approach to patrons paid
off nicely for Lew Bray jr.. Queen Theatre,
McAllen, Tex., recently when he played
the religious film, "Day of Triumph."
Bray first mailed out 136 personal invitations
to the mayor, chief of police, librarians,
school faculty members, officers
of the Salvation Army and pastors of every
church in McAllen and five neighboring
towns.
"From these invitations," Bray said,
"came advertising money couldn't have
bought. A good many of the ministers made
announcements during church services and
asked their congregations to see the show.
"Nearly whole congregations came," he
continued, "passersby flocked in, old women
kissed me and everybody was filled with
praise and 'love thy neighbor,' "
In addition. Bray took advantage of his
regular Saturday and Sunday matinee
breaks, during which he talked to the
children about their conduct in the theatre,
and gave what he called a commercial,
asking the kiddies to tell their parents
about "Day of Triumph."
"They did, too," Bray said. "Some of the
mommies and daddies came down and said
thank you for telling junior about that
wonderful religious picture you've got coming
up, because well come on down to
see it."
White Horse Riders Free
Anyone coming up to the theatre astride
a white horse was admitted free to see
"The Lone Ranger" by Charles Tucker of
the Holland in Bellefontaine, Ohio. He
set up a hitching post in front of the
theatre with a sign announcing the free
offer.
— 98 BOXOFFICE Showmandiser :
: April 7. 1956

FOR YOUR SHOWMANDISING WtA FILE
Free Tickets in Ice Cake
On a hot day, there's nothing like a cooling cake ol ice to
attract attention—and, working on this premise, Tom Sawyer of
the Tampa Theatre, Tampa, Fla., developed a low-cost gimmick
which attracted "plenty of attention," he reported to one of the
MGM Ticket-Selling Workshops. On the sidewalk, in front of
the theatre (or it could be any other spot in town where the
foot traffic is heavy) he placed a 300-pound piece of ice in which
a number of passes had been imbedded. Copy on an adjacent
sign read: "Slick around to see the end of the ice and take
one of the passes to see 'End of the Affair.' " Copy can be varied
according to picture. Ice lasted from 9 a.m. to 5 p.m. Total cost:
$3.80—S1.80 for the ice, $2.00 for the sign. Pulled big.
Financing CinemaScope Installation
The management of the Rialto Theatre in Crowell, Tex., was
frank in telling merchants that installing CinemaScope was an
expensive proposition, and he would like their help. Ho had a
selling point—CinemaScope features would pull business into
town, keep hometowners from going elsewhere. He had a letter
printed and sent to each merchant outlining his plan. Books
of 10 tickets sold at $5, each ticket good for a CinemaScope show
—even if the theatre upped the price on some of the attractions.
High school juniors look on the selling job, on commission; 80
per cent of merchants bought one or more books. Cost of
printing, $18.75. Books measured 3 '/a by 2, Manager stapled
them, vrife numbered them. 50 per cent of books went to persons
who hadn't been in the theatre five times in the previous year.
.^
Advertising by Telephone
At the Senator Theatre in Chico, Calif., the management found
that one of the most consistent and productive selling ideas is
the use of the telephone. During quiet times of the day, the
cashier and/or the manager, using the telephone directory,
call names at random. Information is given about the current
picture. If the party seems disinterested, he is invited immediately
to be a guest of the theatre for a specific program. In
such instances, it is essential that a program writh universal
appeal be selected. If the party proves to be antagonistic
toward movies, it offers an opporlunjty to clarify misunderstandings
and invite constructive criticism. A record is kept of all calls
made, to avoid repetition.
Dribbling Endurance Contest
For a sports picture, to which the event could be tied, the Hiti
Theatre, Hickman, Ky., obtained the cooperation of 22 merchants
in staging a basketball dribbling endurance contest.
Each merchant sponsored a boy, who furnished his own basketball,
and dribbled in ironl of sponsor's place of business. Each
merchant paid $2.50 for a share of co-op ad and gave a prize.
Theatre manager painted name of picture, playdate and name
of boy dribbling on each store window. On Saturday, boys
started dribbling at I p.m. At 9 p.ra. five boys were still at it.
They were given identical prizes of a gold basketball on stage
of theatre that eveinng. Cost to theatre: $6.50 for 500 handbills,
co-op ad and five two-week passes.
Cutrates on $5, $2 and $1 Bills
Beverly Miller, president of Kansas-Missouri Allied, uses this
stunt with good results at the Fort Drive-In Theatre, Leavenworth,
Eas., but he says it can be worked just as well at an
indoor house. He advertises that $5, $2 and $1 bills will be sold
for 95 cents. This, he accomplishes by inserting one $5 bill, two
$2 bills and 297 $1 bills in 300 envelopes. As patrons come to
the drive-in they are handed tickets entitling them to buy the
envelopes at the snackbar for 95 cents. Total cost of the stunt,
says Miller, is $24, and it gets results. The increase in business
at the boxoffice will more than pay for the stunt, and the increase
at the snack bar "puts you away out in front with a
nice profit, thanks to the promotion."
Legal Cash Night
lack Fan- of the Trail Drive-In, Houston, utilized an employment
application idea to make bank night legal. He printed a substantial
number of appUcant-for-employment blanks which read
"I hereby place my application for employment. If accepted,
employment will be for one night only on FRIDAY, SATURDAY
or SUNDAY, following the date of employment on the preceding
Wednesday night. Salary to be $100 less withholding tax and
social security." Copy also says applications available at
Trail concessions stand and business houses in vicinity. Applications
must be deposited at concessions stand before 8:15 p.m.
Wednesdays. Applicant required to be within theatre grounds
Wednesday "when employe is selected."
Best Citizen Award
Arrangements were made through the PTA in Lamar, Mo., to
select a boy and a girl each month in each of the grade school
rooms to be known as "The Citizen of the Month." Each
room conducts its ovra contest and, by popular vote, selects the
winning boy and girl. As there are 14 grade school rooms in
town, 28 tickets are given away each month. The tickets are
turned over to the principal and the teacher in each room makes
the awards. The Plaza Theatre has used several ideas of this
type through the years, but the one described has worked best.
The newspaper carries the list of winners each month. In the
senior high, a "Best Citizen" award is made at graduation time,
and a six-month pass is given to each winner.
Merchants Cash Day
In Leavenworth, Kas., the Hollywood Theatre promoted a Merchant's
Cash Day, with Chamber of Commerce approval. Basis
of cooperation was to gel more people downtown in afternoon.
$100 in cash given away each Wednesday at 3 p.m. Registration
of names is at theatre or stores. Winner must be in theatre
or participating store to be eligible. Unclaimed prizes are added
to next week's pot. Each merchant pays $3.50 per week, total
$35, virith plan set up for 10 weeks. Theatre recruited 54 merchants
who paid in $1,890, which more than paid for prizes,
registration cards and advertising. Cost to the theatre, $3.50 a
week. Additional copy added to all regular advertising at no
extra cost.
BOXOFFICE Showmandiser : : April 7. 1956 99

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

I
OParis
1
Thunderstorm
I
©Kino's
I
©It's
i
OFFICE Blue Ribbon
story type; (C) Comed>
(Complete key on ne
photography.
Letter;
IM) MusJcol;
Feature
UUKINGUIDG
chart
ALLIED ARTISTS
COLUMBIA
M-G-M
a U PARAMOUNT
B IS
RKO RADIO
'^:1
! Phenix City Story, The
(100) D..S5:
Itlcharil Klley, Kathryn Gr.uii,
John Mclntlre
OBring Your Smile Alonj
(83) M..803
Fninkle Laine, Keefe Brasselle
©Man From Laramie, The
(104) © W..801
James Stewart, Cathy O'Donnell
Thief, The
(79) © D..532
Ann Blyth, Edmund rurdiini,
D.irid .Mven
©Scarlet
1 Coat (110) ©.-D..533
Cornel Wilde. .Michael Wilding.
Anne Francis
©We're No Angels
(103) » CD.. 5414
Humphrey Bogart. Joan Bennett.
Aldo Itoy
©You're Never Too Youno
(102) ® C..5415
Martin & Lewis, DIona Lynn
li] Bengazl (78) ® Ad.. 516
Richard Conic, Carlson,
Richard
Victor McUglen
Apache Ambush (67) W. .804
Bill Williams, Klchard Jacekel
©Footsteps in the Fog (90). D. 802
Stewart Gr.i"t:er, Jean SlmmoiLs
O Gun That Won the West
(71)
Dennis Morgan, Paula Raymond
Night Holds Terror (86) . . . .D. .807
Jack Kelly, Hlldy Parks
Special Delivery (86) C. . 806
Always Fair Weather
(102) © M..601
Gene Kelly. Dan Dalley,
Cyd Cliarlsse
S ©Tennessee's Partner
(87) ® W..6
John Payne, Rhonda Fleming,
Ronald Reagan
I? Return of Jach Slade, The
(79) ® W..552g
John Ericson, llarl Blanchard
gl Bobby Ware Is Missing
(66) D..5532
Neville Brand, Jean Wllles
OCount Three and Pray
(102) © 0D..S11
Van lleflln, Joanne Woodward
Devil Goddess (70) Ad. .805
Johnny Weissmuller, Angela Stevens
Duel on the Mississippi (72). D.. 808
Lex Barker, Patricia Medina
U©My Sister Eileen
(102) © MC..810
Janet Leigh, J. Lemmon, B. Garrett
a Trial (109) D..604
Glenn Ford, Dorothy .McGulre.
Arthur
Kennedy
^ ©Quentin Durward
(101) © Ad.. 607
Hubert Taylor. Kay Kendall.
Robert Morley
] ©Treasure of Pancho Villa
(96) •§) 00.. 601
llory Calliuun, Gilbert Rulund.
.819
[4] Tender Trap. The
(111) © C..6(
Debbie Reynolds. Prank Slnati
Celeste Holm. David Wayne
isperate Hours. The
(112) m D..550!
Humphrey Bogart, March
Fredric
Follies of 1956
(73) M..5534
Forrest Tiitker, Whiting Sisters
gShacli Out on 101

.W.
. D
. D
.
DM
.My.
W.
. D.
.
'
EATURE
REPUBLIC
CHART
20TH-FOX
The Key to letters end combinations thereof Indicating story type: (Ad) Adventure-Dramo; (Ac) Acttoiv-
Drama; (An) Animated-Action; (C) Comedy; (CD) Comedy-Oramo; (Cr) Crime-Drama; (DM) Drama
with Music; (Doc) Documentary; (D) Drama; (F) Fantasy; (FC) Force-Comedy; (Ho) Horror-Dromo; (Hi)
Historical-Drama; (M) Musical; (My) Mystery; (OD) Outdoor-Dromo; (SF) Science-Fiction; (W) Western.
g a UNITED ARTISTS
UNIVERSAL-INT'L
B il WARNER BROS,
g SJ
E
Divided Heart, The (89) D..5408
Cornell Borchers. Alexander Knox
@ Headline Hunters (70) .
.
. 5440
i Cameron, Julie Bishop
El ©Last Command, Tiie
(110) 0D..54O7
S. Hiyden, A. M. Alberghettl
Cross Channel (60) D .
. 5441
Wayne Morris, Yvonne Fumeaui
©Love Is a Many-Splendored
Thing (102) © 521-5
Jennifer Jones, Wlliiam Holden
©Virgin Queen, The
(92) © D.. 519-9
©Private War of Major Benson
Bette Davis, Richard Todd,
(105) CO.. 533
Joan Collins
Charlton Heston, Julie Adams
©Left Hand of God, The
©Desert Sands (87) ®..Ad..5529
(S7) © D.. 520-7 Ralph Meeker, Maria EngUsh
Humphrey Bogart. Gene Tiemey
Night of the Hunter. The
©Seven Cities of Gold
(90) D..5527
(103) © D.. 522-3 Robert lUtchum. SheUey Winters
Ricliard Egan, Rita Moreno.
Micliael Bennie
a ©Pete Kelly's
©
Blues
(95) DM .421
Jack Webb. Peggy Lee
Janet Leigh.
S>©McConnell Story. The
]
(107) © D. 501
Alan Ladd. June AUyson
OTwinkle in God's Eye, The
(74) CD., 5444
Mickey Rooney. Colcen Gray
51 ©Man Alone, A (96) .
.5409
Ray Mllland, Mary Murphy
m Mystery of the Black Jungle
(72) Ad. 5442
Lex Barker, Jane Max^iell
No Man's Woman (70) .
. . 5445
Marie Windsor, John Archer
M Vanishing
(90) W..5501
Scott Brady, Audrey Totter
©Tall Men, The (125) ©.W.. 523-1
Clark Gable, Jane Russell
(Picrelease)
©Girl in the Red Velvet Swing
(lOS) © D.. 524-9
R. Mllland. J. Collins, F. Granger
Lover Boy (85) CD. 526-4
(Reviewed as "Lovers, Happy
Lovers" 11-13-54)
Gerard Phllipe, Joan Greenwood
©View From Pompey's Head, The
(97) © D.. 525-6
Rlclurd Egan, Dana Wynter
©Deep Blue Sea, The
©Gentlemen Marry Brunettes
(99) © M..5531
Jane Russell. Jeanne Crain
©Fort Yuma (79) 0D..5533
Peter Graves, Joan Vohs
Othello (92) D..5530
Orson Welles, Suzanne Cloutler
©Savage Princess (101) . . .Ad. .5534
(Filmed In IndU with native cast)
Big Knife, The (lU). . . .0. .5532
Jack Palance, Ida Lupine,
SheUey Winters, Rod Steiger
(99) © D. 527-2 Killer's Kiss (67) D..5525
Vivien Leigh, Kenneth More
Frank Sllvera, Jamie Smith
©Good Morning, Miss Dove
(107) © D. .528-0 Man With the Gun (83) . .5535
Jennifer Jones. Robert Stack
Robert Mitchum, Jan Sterling
©To Hell and Back
(106) © D..539
(Standard version: 540)
Audle Murphy, Charles Drake
Hold Back Tomorrow (75) . . . . 5603
Cleo Moore. John Agar
©Udy Godiva (89) D..5601
Maureen O'Hara, George Nader
©Naked Dawn. The (82) . . D. .5602
Arthur Kennedy. Bella St. John
[T] ©Blood Alley (115) ©.Ad.. 502
John Wayne. Lauren Bacall
SD
Illegal (90) D..503
Edward G. Robinson, Foch
Nhia
m ©Rebel Without a Cause
(111) © D..504
James Dean. Natalie Wood
©I Died a Thousand Times
511
(109) © D..505
Jack Palance. Shelley Winters
@ ©Sincerely Yours
(115) © M..506
Liberace. Dorotliy Malone.
Joanne Dru
©Heidf and Peter (89) D . . 5538
©Rains of Ranchipur, The
Elsbcth Sigmund, Thomas Klameth
(104) © D. 529-8
Lana Turner, Ricliard Burton. ©Indian Fighter, The
Fred MacMurray
(88) © OD. 5537
Kirk Douglas, Elsa MartlnelU
Top Gun (73) W..5536
Sterling Hayden. Karen Booth
Running Wild (81) D..S604
Wm. Campbell, Mamie Van Doren
©Second Greatest Sex, The
(89) © M..5606
Jeanne Crain, George Nader
Tarantula (SO) Ho.. 5605
John Agar, Mara Corday
a
©Court-Martial of Billy
Mitchell (100) © D..507
Gary Cooper. Ralph Bellamy
©Flame of the Islands
(90) D..5502
Yvonne De Carlo. Hoaard Duff,
Zachary Scott
ggjajuar (66) Ad. .5531
Sahu, Barton MacLaiie
gH Track the Man Down
(73) D..5533
Kent Taylor, Petula Clark
©Lieutenant Wore Skirts, The
(101) © C. 601-5
Tom BJnell, Sheree North
©Bottom of the Bottle
(88) © D.. 602-3
Van Johnson, Roman.
BuUi
Joseph Cotten
©Man Who Never Was, The
(103) © 0. 603-1
Clifton Webb, Gloria Crahame
.
©Carousel (128) ©55.
. .604-9
Gordon MacRae, Shirley Jones
Man With the Golden Arm, The
(119) D..5540
Frank Sinatra. Eleanor Parker.
Kim Novak
Storm Fear (88) D..5539
Cornel Wilde. Jean Wallace
Three Bad Sisters (75) ..D. 5602
Maria E>igllsh. John Bromfleld
Killer Is Uose. The (73) . .0. .5608
Joseph Cotten. Rhonda Fleming.
Wendell Corey
©Let's Make Up (72) . . . . M . .5604
Errol Flyim. Anna Neagle
SManfish (76) Ad.. 5607
John Bromfield, Victor Jury
Shadow of the Eagle (93) D..5605
Richard Greene. Valentlna Cortesa
©All That Heaven Allows
(89) D..5609
Jane Wyman. Rock Hudson
©Spoilers, The (84) D..5607
Jeff Chandler. Anne Baxter.
Kory (Mhoun
Square Jungle, The (93) . .5608
Tony Curtis. Ernest Borgnine
©Benny Goodman Story, The
(125) M..56U
Steve Allen, Donna Reed
There's Always Tomorrow
(79) D . .
5610
Barbara Stanwyck, Fred MacMurray,
Joan Bennett
I ©Hell on Frisco Bay
(98) ©
Alan Ladd, Jo-inne Dru
@©Lone Ranger, The (86) W..511
Clayton Moore, Bonita Granville
m Hidden Guns (65) W..5534
Bruce Bennett, Richard Arlen
When Gangland Strikes
(70) Cr. 5535
Raymond Oreenleaf, Marjle Millar
SI ©Come Next Spring
(92) D . 5505
Steve Cochran, Ann Sheridan
©Magic Fire (90) DM
De Carlo. Carlos Tliompson
at My Door (87) D..
Carey, Patricia Medina
(71) Doc.
Uuls Cotlow-s African Trip
©Circus Girl (..) D..
WUly Blrgel: German ca.st
©On the Threshold of Space
(96) © SF. 605-6
Guy Madison. Virginia Lelth
©Man in the Gray Flannel Suit, The
(152) © D.. 606-4
Gregory Peck, Jennifer Jones
Fredrlc March, Marlsa Pavan
©Revolt of Mamie Stover, The
(..) © D.. 608-0
Jane Russell, Richard Bean
©Mohawk (79) OD. 609-8
Scott Brady, RIU Gam,
Neville Brand
©Hilda Crane (..) ©... .D. .611-4
Jean Simmons, Jean Pierre Aumont,
Guy Madison
Ghost Town (75) W..5610
Kent Taylor. Marian Carr
Patterns (83) D..5612
Van Henin. Beatrice Slraighl
©Comanche (87) © W. .5611
Dana Andrews, Linda Cristai
Sea Shall Not Have Them
(91) Ad.. 5606
Michael Redgrave, Dirk Bogarde
©Alexander the Great
(141) © D..
Richard Burton, Claire Bloom,
Fredric March
(Prerelease)
Timetable (79) D. .5609
Mark Stevens. Felicia Farr
Broken Star (82) W. .5614
Howard Duff, Lita Baron
Creature Walks Among Us. The
(92) SF..5617
Jeff Morrow, Leigh Snowden
©Serenade (121) DM. 516
Mario Lanza. Joan Fontaine
Serlta Montell, Vincent Price
©23 Paces to Baker Street
(..) © D. .607-2
Van Johnson, Vera Miles
©Foreign Intrigue (..)... D.
Robert Mitchum. Genevieve Page
Crime Against Joe (69) . .5615
John Bromfield. Julie London
©Quincannon, Frontier Scout
(..) W..5616
Tony Martin. Peggie Castle
m ©Searchers, The (119) (?). W. .518
John Wayne, NaUalle Wood,
Jeffrey Hunter, Vera Miles
©Maverick Queen (N) W.
Barbara StaniTyck, Sullivan
Barry
And Suddenly You Run My.
Scott Brady. Joan Vote
©Dakota Incident OD..
Linda Iiamell, Kobert.son
Dale
©Lisbon ( N ) D
Ray Mllland. Maureen O'Hara
Man in the Road D
Sla Raines, Derek Farr
©Acapulcn Story D
Ra^Tjh Meeker. Jimlc* Rule
(5>AdTentures of Daniel Boone. Ad..
Hnjoe Bennett, Ijon Olaney
While Nightmare D..
Jo;m Evans. Ben (^oper
Warrens of Arizona W.
Skip llomeler, Kri.largiirpt Walter Reed
©Star in the Dust W. .Jun
John ,\gar. Mamie Van Doren
Outside the Law Cr. Jun
Ray Danton, Leigh Snowden
©Rawhide Years, The W. Jul
Tony Curtis. Colleen Miller
©Congo Crossing Ad . . Jul
George Nader. Virginia Mayo
Toy Tiger CD. Jul
Jeff Chandler, Tim Hovey
©Away Ail Boats (?) D. .
Jeff Chandler. Julie Adams
©Proud Land © W. .
Audle Murphy, .\nne Bancroft
©Written on the Wind D .
Rock Hudson. L. Bacall. R. Stack
©Pillars of the Sky © D..
Jeff Ctiandler, Dorothy Malone
©Animal World Doc. Jun
As Long as You're Near Me. D. .Jun
W. Fischer, Maria Schell
©Santiago
Ad.. Jun
Alan Ladd, Rossana Podest^i
©Moby Dick © OD .Jul
Gregory Peck, Richard Basehart
©Burning Hills, The W.
Tab Hunter, Natalie Wood
Bad Seed, Tlie D..
Nancy Kelly, Patty McCbrmack
©Seven Men From Now W.
Randolph Scott. Call Russell
©Giant D.
Elizabeth Taylor. Rock Hud,wn
©Spirit of St. Louis © 0. .
James Stewart. Rena Clark
BOXOFFICE BooldnGuide :
:
April 7, 1956

I Am
.SF.
.
. Dec
Dec
Nov
. Feb
. . . D.
Feb
. Dec
.
Apr
.
Mar
.
Dec
. Mar
. May
.
Apr
'
Dec
, Sep
Sep
.
FEATURE CHART
INDEPENDENT
AMERICAN RELEASING
Outlaw Treasure (67) W. .Jul 55
...-Im Korbcs. Adelc Jurgciis
PApache Woman (83) W. S«p 55
Lloyd Bridges. Joan Taylor
'Beast With a Million Eyes (7S) . .Oct 55
I'iiil Birch. Lorna Thayer
Operation Malaya (65) Doc ..Oct 55
Day the World Ended (80) (T SF. Oet55
lUilurd l>ennlng. Lorl Ncl.son
Phantom From 10.000 Leagues
(80) SF. Dec55
Kent Taylor, (Silhy Downs
Oklahoma Woman ® W ( . ) . .
m'-h:ird DennlnR. Peggie Cistle
©Yellow Rose of Texas (. .) 00.
John Irt'land. Beverly (Jarlaiid
( Kne^ish narration)
ASSOCIATED FILM
Last o( the Desperados (72) W .
.l.nm< frals. .Margia Dean
Two-Gun Lady (76) W .
I'lSglc CiSlle. William Talm.ui
ASTOR
Fear (..) D..
lni;rld Bergman, Malhlas Wlemin
BANNER
OWelbacks (86) AC.
Lliiyd Bridges, Nancy Gates
55
55
©Davy Crockett and the River
Pirates (..) Ad ..Jul 56
Fess Parker, Buddy Ebsen
CONTINENTAL
Hill 24 Doesn't Answer (lOO) .... D .
Mlch.iel Wager. Haya Hararit
(ESiglish
FINE
ARTS
dialog)
Strangers (80) D. .
In^rid Rcrgman. Gtrorge Sanders
(Bngllsh dialog)
GIBRALTAR
©Fury in Paradise (77) D..
I'etcr TTiompson. Rea Iturblde
Silent Fear (66) D..
.\ndrea King. Peter Adams
HOFFBERG
Vengeance of the Black Eagle,
The (..) Ad..
Kos^ano Brazzi. Gi.tnna Maria (^tnale
(Filmed in Mexico; English dialog)
55
Kiik'lWi
LIPPERT
narration)
SF
Jun55
1 Bryant. Wanda Curils
Lonesome Trail. The (73) ....
. .W, .Jul 55
yne .Morrjs. John Agar
©Simba-Terror of the Mau Mau
(99) D. Sep 55
Irk Bogarde. Virginia McKenna
LOUIS dcROCHEMONT
Great Adventure. The (72) Doc. Sep 55
ic Sticksilorff, Anders Norborg
MAGNA
lahomal (150) T-AO DM. Oct 55
(K)rdon .MacRae. Shirley Jones
Mitchell. Rosemarle Bowe
Adrlemie Barrett, Bruno Ve Sola
aPicasso (50) Doc
.\ tour of the artist's work
(Knglish
narration)
VISUAL DRAMA
BUENA VISTA
OLady and the Tramp (76) (g. . An. .AprSS
OOavy Crockett. King of the Wild
Frontier (95) Ad..Jun55..
REISSUES
Kess I'arker. Buddy Ebsen
UQAfrican Lion. TTie (73) ... .Doc. .Oct 55
©Littlest Outlaw, The (75) . . F^h 56
BUENA VISTA
I'edro .\rmendariz, .\ndres Velasquez
©Great Locomotive Chase © D..Jun56
Kess Parker. Jeff Hunter
©Green Magic (85).
Travel nim uf Bra:
(English narration)
..C. Feb 56
.Ad.. May 56
OFantasia (81) M. . 56
(Superscope added. »llh 4-track sound and
slereuphonic sound.)
©Song of the South (95) M .
. Feb 56
Kuth Warrick. Bobby DriscoU. Luana Patten
COLUMBIA
Walk a Crooked Mile (91) D .
Loui-s Hayward. Dennis O'Keefe
HOWCO
55
©Outlaw Women (80) W . 56
Marie Windsor, Richard Rober, J. Coogan
(States
Rights)
MGM
OCA
Green Dolphin Street (141) D.. Oct 55
a Camera (95)
C.AugE Lana Tiirner. Van Heflin. Donna Reed
.lulie Karris. Laurence
Philadelphia Story (112) CD. Oct 55
Wages of Fear (106) D . . Feb 56 Cary Grant. Katharine Hepburn
Yves Slontand. Charles Vajicl
Guy Named Joe. A (120) D . . Nov 55
Please Murder Me (76). D.. Mar 56 Spencer Tracy. Irene Dunne. Van Johnson
.\ngela Lansbury, Raymond Burr
30 Seconds Over Tokyo (138) D.. Nov 55
Jedda the Uncivilized (. 1
.) Spencer Tracy. Van Johnson. P. Tha.Nter
Narla Kunoth, Robert Tuda Wall
©Billy the Kid (95) W. Dec 55
Frisky (98) CD.. Apr 56 Robert Taylor. Brian Donlevy
Gina Lollobrigida, Vittorlo De Sica
Honky Tonk (105) D . 55
Woman of Rome. The ( . . D .
.
May 56 Clark Gable. Una Turner, C. Trevor
(Jlna Lollobrigida. Daniel Gelin
Stratton Story, The (106) D Feb 56
. .
James Stewart, June AUyson
EDEN
©Three Musketeers (126)) D. Feb 56
One Way Ticket to Hell (65) .... D .. Feb 56 Lana Turner, Gene Kelly. Van Heflin
©Northwest Passage (126) 0.. Mar 56
EMBASSY
Spencer Tracy, Robert Young. Ruth Hussey
©Yearling. The (128) D . 56
Wiretapper (SO) D . 56
G. Peck. J. Wym:m. Claude Jarman jr.
Bill Williams. Georgia Lee
FILMAKERS
PARAMOUNT
Mad at the World (72) D. Jul 55 ©Shepherd of the Hills (98) .
.Oct 55
Frank Lovejoy. Cathy O'Donnell
Jolm Wayne. Betty Field. Harry Carey
©Trail of the Lonesome Pine (99) .0. .Oct 55
Henry Fonda. Fred MacMurray
©Unconquered (146) D .
. Oct 55
Gary (l)oper. r,aulette Goddard
©White Christmas (120) M .
. Oct 55
Bini: Ciosby. Danny Kaye. Rosemary Cloonry
©Streets of Uredo (92) W.. May 56
William Holden. JIacdonald Carey
Two Years Before the Mast (98) . . D .
. May 56
Alan Ladd. Brian Donlev7. William Bendi.x
©Whisperino Smith (89) W.. May 56
Alan Ladd. Robert Preston. B. Marshall
RKO
One Minute to Zero (105) D .
56
Iti.bert Mitchum. .\nn Blyth
Big Sky. The (112) OD . 56
Kir* Douglas, Dewey Martin, E. Threat t
©Flying Leathernecks (102) D . 56
John Wayne. Robert Ryan. Janis Carter
Lusty Men (113) D May 56
. .
Susan Hayi>ard. Robert Mitchum
20th-FOX
Nightmare Alley (111) D Oct 55
Tyrone Power. Joan Blondell. C. Gray
Thieves' Highway (94) D. Oct 55
Richard Conte. Lee Cortcsa
J. Cobb. V.
COLUMBIA
ALL-STAR COMEDIES
S4U One Spooky Night. (16). Sep 55 > 10-8
S412 He Took a Powder (17) Oct 55
8413 Hook a Crook (16) ... Nov 55 ...
ASSORTED
FAVORITES
8-121 Honeymoon Blues (17). Sep .
55
8-122 The Jury Go
(18)
(55
8423 Should isbands Marry?
(17) Dec 55
CANDID MICROPHONE
(One-Reel Specials)
8551 Subject 3. Senes 2 (11) Sep 55
Sb52 Subject 4. Serie
(lO'/j ;55
8553 Subject 5. Series 2 (11) Jan 56
CINEMASCOPE
COLOR
(Technicolor)
(Technicolor
^HORTS CHART
FEATURETTE
FAVORITES
Reissues)
8601 Tooth or Consequences
(61/2) Sep 55
8602 Up 'n Atom (6) Oct 55
8603 Hot Foot Lights (7). Nov 55
8604 Ripplino Romance (8) .
Nov 55
5605 Foxy Flalfoots (6) Dec 55
8606 Cagey Bird (6V2) Jan 56
COMEDY
FAVORITES
(Reissues)
8431 Pardon My Lamb Chop
(17) Oct 55
8432 Radio Romeo (I71/2) . . Dec 55
8433 Wedlock Deadlock (16) . 55
MR. MAGOO
(Technicolor)
7703 Magoo Express (6I/2) . May 55 ff 6-
7704 Madcap Magoo (6)...Jun55
(1955-56)
8701 Stage Door Magoo (7) . Oct 55
MR.
MAGOO CINEMASCOPE SPECIAL
8751 Magoo Makes News (6) . Dec 55
SCREEN SNAPSHOTS
8851 Hollywood Bronc Busters
(9) Sep 55 ± U-19
8852 Great Al Jolson (11). Oct 55
8853 Hollywood Pr
(10) ...
.Nov 55
8854 Ramblin' Aroi
(IOI/2) Dec 55
Hollywood A-fishin'
8855 Goes
(101/2) Jan 56
8856 Hollywood Small Fry
(11) Feb 56 ± 3-24
SERIALS
(15 Chapters)
8120 The Sea Hound Sep 55
STOOGE COMEDIES
(Reissues)
8401 Wham-Bam-Slam (16). Sep 55 + 10- 8
8402 Hot Ice (16'/2) Oct 55
8403 Blunder Boys (16) Nov 55
8404 Husbands Beware (16) .Jan 56 ....
8405 Creeps (16) Feb 56 3-24 ±
THRILLS OF MUSIC
(Reissues)
8951 Louis Prima & Orch.
(10) Sep 55
8952 Buddy Rich & Orch.
(10'/: (55
8953 Charlie Spivak & Orch.
(10) Dec 55
UPA ASSORTED
(Technicolor)
8501 Christopher Crumpet"
Playmate (6I/2) Sep 55 H 11-19
8502 The Rise of Duton Lang
(6'/2) Dec 55
WORLD OF
SPORTS
7809 Sun Play (9) Jun 55
7810 Danish Gym-Dandies (9) Jul 55 -f 10-22
(1955-56)
8801 Stable Stakes (10)... Sep 55
8802 Thrilling Chills (10). Nov 55
8803 Swing. Rasslin' 'n Sock
(91/2) Feb 56
8804 Florida Fin-antics (9) .
Feb 56 + 3-31
METRO-GOLDWYN-MAYER
CARTOONS
(Technicolor)
W-741 Designs on Jerry (7) .Sep 55
W-742 First Bad Man (7) . . .Sep 55 * 11-26
W-743Smarty Cat (7) . . . .Oct 55 11-19
W- 744 Deputy Droopy (7).. Oct 55 + 11-26
W-745 Pecos Pest (7) Nov 55 -f 11-19
W-746 Cellbound (7) No» 55
CINEMASCOPE
(Technicolor)
is s
CARTOONS
tTi
C-731 To.n 4 Chorie (7) , 55 || 10-22
: Good Will to Men (8) Dec 55 -| 11-26
C-733 Thai's My Mommy (.,). Dec 55 i
11-26
C-734 The Egg and Jerry (8) Jan 56 I
2-18
C-735 Flying Sorceress (7) Mar 56 f 2-18
CINEMASCOPE MUSICAL
(Technicolor)
GEMS
K-674 Thiev.no Magpie (9) Sep 54
-675 Strauss Fantasy (9) Oct 54 f| 9-11
GOLD MEDAL REPRINTS
W-761 Invisible Mouse (7) Sep 55
762 King-Size Caiiary (8) Oct 55
.
763 Kitty Foiled (7) . Nov 55 .
764 What Price Fleadom
(7) Dec 55
W-765 The Truce Hurts (8) . Dec 55
(10) Oct 55
P-772 The Story of Dr. Jcnner
(10) Dec 55 -f 12-31
PETE SMITH SPECIALTIES
S-658 Animals in Action (9) ^ 8-27
S-659 Historical Oddities (9) -*- 8-27
S-660 The Fall Guy (9) -f 8-27
ROBERT
BENCHLEYS
(Reissues)
8-721 How to Sleep (11). Sep 55
B-722 A Night at the Mo

SHORTS
CHART
Short subjects, listed by company, in order of release. Running time follows title. First is noti
month, second the dote of review in BOXOFFICE. Symbol between dates is roting from
review, ff Very Good. + Good. ± Fair. — Poor. = Very Poor. Photography: Color ond process
P14-6 Poop Goes the Weasel
(6) Jul 55 ±

ALLIED ARTISTS
Loophole (AA)—Barry Sullivan,
Charles McGraw. Dorothy Malone.
This was a very good suspense
picture. It will hold the
audience from beginning to end.
You should urge your local bank
employes to see it. They'll love
'
it. Played Fri., Sat. Weather:
Fair.—Michael Chiaventone, Valley
Theatre, Spring Valley, 111.
Pop. 5,123.
i"i)
Treasure of Ruby Hills, The
(AA) — Zachary Scott, Carole
Mathews, Barton MacLane. A
most beautiful, historic, high
school English picture of all
times, starring Zachary Scott and
Carole Mathews. Carole played
her part to perfection. It was one
of the best paying pictures in a
long time. Excellent color. Played
Thurs., Fri., Sat. Weather: Cold
and snow.—Ray Kincade, Kesiier
Theatre, LeRoy, Kas. Pop. 695.
BUENA VISTA
Vanishing Prairie, The (BV)—
Documentary. Another of Disney's
life
wild series that would
have been as good at the boxoffice
as "The Living Desert" had
we not received our first real cold
weather of the winter. As a result
busmess was only fair.
Played Wed., Thurs. Weather:
Cold, in low 30's—D. W. Trisko.
Runge Theatre, Runge, Tex. Pop.
1,055.
COLUMBIA
Count Three and Pray I Col)—
„i Van Heflin, Joanne Woodward,
Raymond Burr. This is a very
good picture and should be played
in all houses. Story good and
very interesting all the way. Better
than usual business. Played
Sat., Sun. Weather: Good.—Harold
Smith, Dreamland Tlieatre,
Carson, Iowa. Rural patronage.
Law vs. Billy the Kid, The
(Col)—Scott Brady, Betta St.
John, James Griffith. Doubled
this with "City of Shadows" for
some near decent business for a
change. Poor Billy! How many
times will Pat Garrett shoot that
boy? Played Thurs., Sat. Weather:
Hot and dusty.—Lew Bray
Queen Theatre, McAllen, Tex.
jr..
Pop. 20,068.
My Sister Eileen (Col)—Janet
Leigh, Jack Lemmon, Betty Garrett.
Sure wonderful entertainment,
but just average business.
Played Sun., Mon., Tues. Weather:
Okay.—Ben Spainhour, Twilight
Theatre, Greensburg, Kas.
Pop. 1,723.
Outlaw Stallion, The (Col)—
Phil Carey, Dorothy Patrick, Billy
Gray. Got lots of kids and cowboys
on this one. It was a fair
to middlin' wild "hoss" western.
Played Tues., Wed. Weather:
Okay.—Frank E. Sabin, Majestic
„ Theatre, Eureka, Mont. Pop. 929.
\i<
:• Prisoner, The (Col) — Alec
Guinness, Jack Hawkins, Raymond
Huntley. Exceptional acting
by Alec Guinness and Jack
Hawkins, but for some reason or
other did not app>eal to the students
as much as Alec Guinness
In a comedy role. Played Sun.-
Tues. Weather: Terrific snowstorm
on Sunday.—Ken Gorham,
Town Hall Theatre, Mlddlebury,
Vt. Pop. 3,614.
Return of October, The (Col)—
Reissue. Glenn Ford, Terry Moore,
Albert Sharpe. Here is a cute
comedy in color. Glenn Ford
helps at boxoffice, but riddle me
this: Why don't they bring the
trailers for reissues up to date?
This trailer said, "Funnier than
'Ml-. Deeds Goes to Town.' " I
doubt if the success of "Mr.
Deeds" helps now, a dozen years
later: and none of our teenagers
ever heard of "Mr. Deeds." Business
okay. Terms a genuine joy.
Played Sun., Mon., Tues.—"Uncle"
George Marks, Grove Theatre,
Beech Grove, Ind. Pop. 5,685.
VistaVision Okay
A good enough picture for
Dean Martin and Jerry Lewis
is "Artists and Models," and
there were some new faces
for the wolves to whistle at,
so they enjoyed it and sent
their friends. The first warm
Sunday since late in October,
so we did better than we have
been, and then Jerry was in
the ligrht \vith the Academy
Award job as emcee and it
seemed to help dust off a few
extra seats. Paramount was
fair enough on the price and
we might show a little profit.
Very pretty color. This Vista-
Vision is okay in our book and
really shows up bright.
MAYME P. MUSSELMAN
Roach Theatre,
Lincoln, Kas.
METRO-GOLDWYN-MAYER
Athena (MGM)— Jane Powell,
Edmund Purdom, Debbie Reynolds.
When my competitor had
all the Metro product, I was very
envious of the large musical hits
he played from this great company.
Now that I have them, I
can't get anyone in to see them.
This one has plenty of star
power. Played Fri., Sat. Weather:
Cold.—Ralph Raspa, State Theatre,
Rivesville, W. Va. Pop. 1,343.
It's a Dog's Life { MGM i—Jeff
Richards, Jarma Lewis, Edmund
Gwenn. Good family picture.
However, can't seem to get them
in in family groups anymore. Had
this on bank night, but the big
jackpot didn't mean a thing.
Played Wed., Thurs. Weather:
Fair.—Michael Chiaventone, Valley
Theatre, Spring Valley, 111.
Pop. 5,123.
It's Always Fair Weather
(MGM)—Gene Kelly, Dan Dailey,
Cyd Charisse. Not too bad a
small-town musical, but lacked
the punch to do business. Kelly
is murder here. A poor title to
but as a movie goes, not too
sell,
bad. Business near normal for
musical, and satisfied the majority.
Played Sun., Mon. Weather:
Fair.—Ken Christiansen, Roxy
Theatre, Washburn, N. D. Pop.
913.
Long, Long Trailer, The
(MGM)—Lucille Ball, Desi Arnaz,
Marjorie Main. TV or not TV,
this couple proved a popular duo
5.
XHIBITOR HAS HIS SAY
for good weekend business, remaining
consistently strong for
the three-day engagement. No
long, long lineups, but sufficient
admissions to pay the film rental.
Played Thurs., Fri., Sat. Weather:
Cold, fair, then rain.—T. Ross,
Bay Theatre, Vancouver, B. C.
City suburban patronage.
Ride, Vaquero! (MGM)—Robert
Taylor, Ava Gardner, Howard
Keel. This is called a western,
it but could easily be termed an
outdoor action drama. Anyway,
it is a king-sized western and a
good picture at that. A good cast
makes a good job, and my patrons
enjoyed it. I did better than average
on this one, even under
poor weather conditions. Played
Fri.. Sat. Weather: Cold and
stormy.—F. L. Murray, Strand
Theatre, Spiritwood, Sask. Pop.
355.
Tarzan Escapes (MGM) —Reissue.
Johnny WeissmuUer, Maureen
O'Sullivan. These oldies
from Leo get off to a razzing
stai-t, but by the time young
Johnny comes swinging into the
feature, good production qualities
and some top animal shots have
been intertwined with enough
comedy to overcome the ancient
acting standards. Then the crowd
settles back and really has a
rousing good time. This is so
much better than present-day
apeman pictures that I hope
MGM has a couple more for rerelease
at an early date. Doubled
with "The Return of October"
for an old-fashioned crowdpleaser
and good business. Played
Fri., Sat. Weather: Lovely.—Bob
Walker, Uintah Theatre, Fi-uita,
Colo. Pop. 1,463.
PARAMOUNT
Far Horizons, The (Para)
Fred MacMurray, Charlton Heston.
Donna Reed. We live here in
Lewis and Clark locale, so people
knew the facts and were "plain
disgusted" with this goofed up
story of L&C. The capital city
theatre played it months ahead of
us and the paper mui'dered our
business. Good color, etc. Business
so-so. Played Sun., Mon.
Weather: Fair.—Ken Christianson,
Roxy Theatre, Washburn,
N. D. Pop. 913.
Lucy Gallant (Para) — Jane
Wyman, Charlton Heston, Claire
Ti-evor. Good pictm-e that drew
average on our best time. Good
cast and the VistaVision photography
is really a standout. We
like it. Jane Wyman is a good
draw here, but we'll have to get
rid of a lot of competition before
we can break any attendance record.s.
They just stay home and
will until another bumper crop is
harvested. Hard to get what they
"ain't got no more." Played
Sun. -Tues. Weather: Nice.
Mavme P. Musselman, Roach
Theatre, Lincoln, Kas. Pop. 1,636.
Seven Little Foys, The (Para)
—Bob Hope, Milly Vitale, George
Tobias. Missed the boat somewhere
and don't ask me why. It's
a fine family picture. Played
Sun., Mon. Weather: Clear and
cold.—Terry Axley, New and Best
theatres, England, Ark. Pop. 2,-
136.
lABOUT PICTURESi
To Catch a Thief (Para) —
Cary Grant, Grace Kelly, Jessie
Royce Landls. This is a fine picture.
Some said it was too arty
for a small town, but everyone
enjoyed it. Played Sun., Mon.,
Tues. Weather: Good.—W. C.
Mosher, Blue Moon Theatre, Blue
Mound, Kas. Pop. 424.
Trail of the Lonesome Pine
(Para)—Reissue. Sylvia Sidney,
Henry Fonda, Fred MacMurray.
A reissue that drew the older ones
away from TV. Print good, focus
and sound the same way. Business
only average. Guess that was
due to Lent. Played Wed., Thurs.
Weather: Nice.—D. W. Trisko,
Runge Theatre, Runge, Tex. Pop.
1,055.
RKO RADIO
Bengazi (RKO) — Richard
Conte, Victor McLaglen, Richard
Carlson. Midwest exhibitors had
better leave this English-accent
desert picture alone. Played
Thurs., Fri., Sat. Weather: Good.
—M. W. Long, Lans Theatre,
Lansing, Iowa. Pop. 1.536.
Pearl of the South Pacific
(RKO)—Virginia Mayo, Dennis
Morgan, David Farrar.Someof the
comments I had heard made me
think this would be much worse
than it was. but I think it was
produced for mass appeal and
here it seemed to garner lots of
nice compliment.^. With a good assist
from Money Night it did better
than most have been doing
this past month or so. RKO has f
had everything I've used lately
priced a bracket too high for the
returns we've had and tlois fell
right in line. It's worth using,
but should be bottom bracket.
Played Wed., Tliurs. Weather:
Snow, chilly, then lovely.—Bob
Walker, Uintah Theatre, Pi-uita,
Colo. Pop. 1,463.
Want Slapstick
Abbott and Costello Meet the
Keystone Kops (U-I) — Bud
Abbott, Lou Costello, Fred
Clark. Ohmygosh! Now, I know
where that lost audience has
been—out in the woods looking
for the Keystone Kops. Our
oldtimers went out with grins
on their faces telling me they
sure enjoyed seeing a good
comedy again. Looks like slapstick
is what they need and
want nowadays. Showsoers'
moods run in cycles. Let's hit
'em while the cycle is hot. Let's
give them more of these bellybusters.
CARL W. ^'ESETH
Villa Theatre
Malta, Mont.
REPUBLIC
Night Train to Memphis (Rep'
—Reissue. Roy Acuff, Allav Lane
Adele Mara. Booked this witl;
"Grand Ole Opry" for a midweek
corn show and it worked! Wi
had a lot better than averacf
run, even though both picture
had been played three time
before. Played Wed., Thurs.—Jui
(Continued on following page)
BOXOFFICE BookinGuide :: April 7. 1956

inCuido
EXHIBITOR HAS HIS SAY
SHORT SUBJECT
REVIEWS
.itinued
from preceding page)
iiiid Mildred Faith, Linn Theatre,
Linn, Mo. Pop. 758.
Vanishing American, The (Rep)
—Scott Brady, Audrey Totter,
Fon-est Tucker. Better than
average, despite rain and cold.
Even the Indians can't root them
avi-ay from TV musicals. No, they
get all of that they want on TV,
but undoubtedly TV is not able
to provide enough scope to make
action drama realistic—C. J.
Otts, Wakea Theatre. Waskom,
Tex. Pop. 719.
20th CENTURY-FOX
Black Widow (20th-Fox) —
Ginger Rogers, Van Heflin, Gene
Tierney. Outstanding whodunit
that held capacity audiences
throughout its run. The large
cast was excellent, color and
Cinemascope enhancing the entire
production. Highly recommended
for all houses as it has
drama, action and suspense,
topped by excellent acting. Played
Wed. through Sat. Weather: Wet.
—Dave S. Klein. Astra Theatre,
Kitwo-Nkana, Northern Rhodesia,
Africa. Mining, business and
government patronage.
Girl In the Red Velvet Swing,
The (20th-Fox) — Joan Collins,
Ray Milland. Farley Granger.
Good picture, but a little too
deep for small towps. Some of the
oldtlmers may remember about
the story it tells, but try to get
them to see it. Played Wed.,
Thurs. Weather: Fair.—Michael
Chiaventone, Valley Theatre,
Spring Valley, 111. Pop. 5,123.
Ilou.se of Bamboo (20th-Fox) —
Robert Ryan, Robert Stack, Shirley
Yamaguchi. The few who saw
it liked it, but I couldn't get them
in for it. Played Thurs., Fri., Sat.
Weather: Good.—M. W. Long,
Lans Theatre, Lansing. Iowa. Pop.
1,536.
Left Hand of God, The (20th-
Fox)—Humphrey Bogart, Gene
Tierney. Lee J. Cobb. Something
missed here. This didn't click.
Story fair. Played Sat., Sun.
Weather: Good.—Harold Smith,
Dreamland Theatre, Carson,
lowa. Kurai patronage.
Seven Cities of Gold (20th-Pox)
—Richard Egan, Anthony Qulnn,
Michael Rennie. As this is the
story of a Catholic mission in
California in the early days, the
local Catholic priest helped us put
this over, with the result that we
played to a small profit, which
is unusual with us nowadays, as
we play in the red most of the
time. The picture
Played Sun., Mon.,
will please.
Wed.—Leo
W. Smith, Elk Theatre, Elkton,
S. D. Pop. 657.
UNITED ARTISTS
Battle Taxi (UA) — Sterling
Hayden, Arthur Franz, Marshall
Thompson. How times change.
Once wa-s a time when I ran a
western on Friday-Saturday to
keep the youngsters happy. Now,
seems this tyijc of feature stirs
it
much more interest among
youngsters of all ages, and we
have to throw the western in to
iure mom and dad into coming
along. This is a nice little programmer
that kept the kids
happy and quiet. Doubled with
"Stranger on Horseback" for
excellent business. Played Fri.,
Sat. Weather: Inch of snow.—
Bob Walker, Uintah Theatre,
Fruita, Colo. Pop. 1,463.
Desert Sands (UA) — Ralph
Meeker, Maria English, J. Carrol
Naish, Couldn't pack any more
action into the 86 minute running
time of this picture! Maria
is English very attractive. Good
show for any action spot. Played
Fri., Sat. Weather: Cold.—Ralph
Raspa, State Theatre, RlvesviUe,
W. Va. Pop. 1,343.
Kentuckian, The (UA)—Burt
Lancaster, Dlanne Foster, Diana
Lynn. If this is a sample film of
the new Burt Lancaster production
company, then I say full
speed ahead. It's sure a down to
earth, all-around, good, wholesome
type of picture that we need
more of. Played Wed., Thurs.
Weather: Good.—W. S. Punk,
Star Theatre, St. istephen, S. C.
Pop. 1,341.
UNIVERSAL-INTERNAT'L
Ain't Misbehavin' (U-D—Rory
Calhoun, Piper Laurie, Jack Carson.
Played this one on a double
bill with Columbia's "Seminole
Uprising" to a little above average
buslne.ss. Comments from our patrons
were very favorable. Played
Thurs., Fri., Sat —Marion F. Bodwell,
Paramount Theatre, Wyoming,
111. Pop. 1,496.
To Hell and Back (U-D—Audie
Murphy, Marshall Thompson,
Charles Drake. We did much better
than we have lately with this
picture. It is a very good show
for the type. The battle scenes
are authentic enough to convince.
A number of ex-GI's came to see
what the score was and they en-
Joyed the action in combat and
behind the lines. Price was okay
and the picture Is good for any
lime and some extra days, so we
wrote another picture on the
black side. Tell your ex-servicemen
what you have and they will
show up.—Mayme P. Mu.sselman,
Roach Theatre, Lincoln, Kas.
Pop. 1.636.
WARNER BROS.
Battle Cry (WB)—Van Heflin,
Aldo Ray, Mona Freeman. One
of the best pictures of its type
I've ever seen, and best Sunday-
Monday business I've had since
last fall. GettinK sort of old. but it
.should still do buslne.ss. Played
Sun., Mon. Weather: Rainy and
cold.—Terry Axley, New and Best
Theatres. England. Ark. Pop.
2,136.
McConnell Story, The (WB)—
Alan Ladd, June Allyson, James
Whitniore. Very good and very
well liked. A somewhat similar
real-life story here on the Saturday
following our playdate. A
local Marine flyer who had flown
through two wars without injury
was landing his Jet fighter at his
home base and crashed and was
killed. Left a wife and two boys.
Played Sun., Mon. Weather:
Good. — Paul Uicketts, Charm
Theatre, Holyrood, Kas. Pop. 748.
Chips Ahoy
RKO
(Disney Cartoon) 7 Mins.
VERY (300D. One of the first Donald Duck cartoons in Cinema-
Scope, this also features that cunning team of chipmunks. Chip
and Dale, and is a welcome addition to any program. Looking for
.some acorns, the chipmunks steal a ship model and set out across
the river. Donald Duck spots them and gives chase with uproarious
results.
RKO
Sentinels in the Air
(BKO-Pathe Special) 15 Mins.
GOOD. The sentinels of the air are Air Force Reservists, civilians
who go about their daily chores in average Jobs, but, on
specific evenings, attend courses to keep up with operational techniques.
In case of sudden attack, these sentinels are ready to
spring into action. An interesting and informative short.
RKO
Ski-Flying
(RKO-Pathe Sportscope)
8 Mins.
GOOD. A different type of .skiing short, dealing with an elderly
professor who goes down the snowy slopes looking like a batman.
In the Alps, Prof. Thirring, an atomic scientist, attaches a cape
to his ankles and shoulders and glides gracefully down the Inclines.
We also see a ski-flying contest in Yugoslavia.
Univ.-Infl
Brooklyn Goes to Paris
(Variety View) 9 Mins.
FAIR. More or less stock shots of Paris landmarks with accompanying
narration by a character with that Brooklyn accent. There
are the Champs Elysees, Arc of Triumph, Montmartre, Notre
Dame, the Left Bank and others well known to travelers and theatre
audiences.
Unlv.-Int'l
Olympic City
(Color Parade)
9 Mins.
GOOD. Interesting and well photographed shots of Melbourne,
Australia, where the summer Olympic games will be staged. After
visiting the city proper, the viewer is taken to the area where
preparations are in progress to accommodate many thousands of
the world's sport fans.
Univ.-Infl
The Ostrich Egg and I
(Walter Lantz Cartune)
6 Mins.
GOOD. A complete ab.surdity that should get loud laughs out
of any audience. It offers Maggie and Sam again. Maggie wants
no more pets in the house, but the postman brings Sam an ostrich
egg that promptly hatches. He tries desperately to get rid of It,
but the end result is a brood of new ostriches.
Warner Bros.
Faster and Faster
(Special) 10 Mins.
GOOD. Exciting scenes of famous speedsters on water from the
days of international yachting competition for America's cup to
the 212-mile-an-hour run on Lake Mead, Nevada, of Donald Campbell.
In between. Gar Wood and Britisli .sportsmen are shown
piloting their craft. Some of it, especially the scenes of spills,
will have the audience on the edges of their seats.
Warner Bros.
Fish Are Where You Find Them
(Sports Parade)
10 Mins.
GOOD. Fishing with rod and reel in many parts of the world Is
interestingly depicted. The savage pike is caught in Germany and
the world's largest rainbow trout high up in the Andes. Florida Is
sliown as a prolific source of bass. In Austria villagers catch tiny
trout and have a fish fry.
Too Hop to Handle
Warner Bros. (Merry Melody Cartoon) 7 Mins.
GOOD. Tlie Pled Piper of Hamelin brought up to date, and quite
amusingly. Teeny, son of Sylvester the cat, is being educated in
the art of captiu'lng mice. He fashions a musical pipe that attracts
all vaiiety of animals, but no mice. Instead, a baby kangaroo
shows up. Is mistaken for a giant mouse and Just about wrecks
Sylvester.
12 BOXOFFICE :
April 7, 1956

u.
An Interpretive onolysis of loy and trodcpress reviewi. The plui and minui signi Indicate
decree of merit. Listings cover current reviews, brought up to date regularly. Thli deportment
serves also as an ALPHABETICAL INDEX to feature releases. Symbol denotes
i)
rd Winner. Photography: O Color; g ClnemoScope; y Vista-
>tings by company, in the order of rcleose, see Feoture Chart.
Review
digest
AND ALPHABETICAL INDEX
Very Good; - Good; * Fair; In the summary '^ is rated 2 plu
I ,lli:l:illliik I
oc lai locl >
'
ixoc a.»!zQ A
1763Abbalt & Costello Mttt the Mummy
(79) Comtdy Ul
1784 OAilrwlurti of Sadie (86) Com .20lhFox
1821 OOAfrican Lion (73) Documentary BV
1780 £)Ain't Mitbehavin' (81) Musicil U-l
1958 SAItxandcr the Great (141) (g) Drama UA
1824 Apaclit Ambush (67) Western
1857 OApache Woman (83) Western
1875 0Artiits and Models (109) V Com.
1891 OAt Gunpoint (90) # Wesltrn
©Away All Boats ( . ) y Drama
5- 7-55 -t^
6- 455 rt
813-55 +
5-28-55 +
4- 7-56 H
Col 8-13-55 i
ARC 10-15-55 ±
Para 11-12-55 4-
AA 12-10-55 +
± 6-^4-
-t- ++ 1+i-
1941 OBacklash (92) Western U-l
1931 Battle Stations (81) Drama Col
-f" 1847 Bengali (78) Adienture RKO
1898yOBenny Goodman Story (125) Mus..U-l
1927 Betrayed Women (70) Melodrama AA
Bio Bluff. 1808 The (70) Drama UA
1845 Big Knife. The (HI) Drama UA
1956 Birds and the Bees (95) 0? Com /M us. Para
1958 Blackjack Ketchum. Desperado
(76) Western Col
1847 ©Blood Alley (115) © Drama WB
1S76 Bobby Ware Is Missing (66) Drama .. AA
1953 Bold and the Bra«e (87) t^ Drama. RKO
1923 ©Bottom of the Bottle (88) © Dr..20-Fox
1942 Brain Machine. The (72) Drama. .. RKO
1812 Break to Freedom (88) Drama UA
1799 ©Bring Your Smile Along (83) Mu$...Col
1930 Broken Star. The (82) Western UA
3- 3-56
218-56
9-24-55
1217-55
2-11-56
7-16-55
9-24-55
3- 31-56
4- 7-56
9-24-55
11-12-55
3-24-56
2- 4-56
3- 3-56
7-23-55
7- 2-55
211-56
++ -H -H H ± -f 12-H-
-

REVIEW DIGEST
Very Good; + Good; ± Fair; — Poor; = Very Poor. the summary +t is rated 2 plu
1946©Ladykillers, The (93) Com.. .Confl Dis. 3-10-56 +
++ + + ++ 7+
1838 C©My Sister Eileen (108) © Mus...Col 9-10-55 ff
BV 12-24-55 ++ + ++ + + ff 11+
+ -f -f -H -f 8+
190SeLone Ranjer. The (86) Western ... .WB 1- 7-56 -f
1822 ©Love Is a Many-Splendored Thing
+ ff ff ++ ++ 13+
(102) © Drama 20th.Fox 8-13-55 4+
1777 ©Love Me or Leave Me
(112) © Musical MGM 5-28-55 ++ ++ ff fl + ff 13+
1649 Lover Boy (S5) Com. -Dr. (Reviewed
as "Lovers, Happy Lovers") . .20th-Fox 11-13-54 + + + + 5+2-
©Lucy Gallant (104) ® Drama Para 10- 1-55 -H + + + + 8+
1851
1943 Lum & Abner Abroad (72) Comedy. Howco 3-10-56 ±
1+1-
—M—
1793 Mad at the World (71) Dr Filmakers 6-25-55 +
1771 ©Magnificent Matador
(93) + ± ff -H f+ + 10+1-
© Drama 20th-Fox 5-21-55 +
+
1848 ©Man Alone. A (96) Western Rep 9-24-55 +
1933©Manfish (76) Adventure UA 2-18-56 +
1957 ©Man in the Gray Flannel Suit
(153) © Drama 20th-Fox 4- 7-56 ++
179S©Man From Laramie (104) © Wn...Col 7- 2-55 ++
1895 Man With the Golden Arm
-HlB62Man
(119) Drama UA 12-17-55
the
With Gun (S3) Western UA 10-22-55 +
1812 ©Man Who Loved Redheads (S6) Com..UA 7-23-55 +
1928 ©Man Who Never Was
© (103) Drama 20th- Fox 2-11-56 ++
Plan. (77) 1774 Master The Drama Astor 5-21-55 ±
1823 C-©McConnell Story (109) © Drama. WB S-13-55 +|
1924 ©Meet Me in Las Vegas
(112) © Musical MGM 8-13-55 ff
1926 the Rain (107) Drama.... WB 2- 4-55 Miracle in ++
1770u©Mister Roberts (123) © Com....WB 5-21-55 |+
1952 ©Mohawk (79) Outdoor 20th-Fox 3-24-56 +
1767©Moonflcct (87) © Adventure MGM 5-14-55 +
Mother-Sir! (..) Drama AA

. Sloan
Opinions on Current Productions
Feature reviews
Symbol O denotes color photogrophy; © Is CinemoScopo; f VistoVijion; « Supcrscopo. For story synopsis on
Alexander the Great
Costume Orima
© O
tlnited Artists (5621) 141 Minutes Rel. April '56
First and foremost, this is a tremendous spectacle, replete
with magnificent and fearsome battle scenes, pageantry,
pagan feasting and revelry, a mass wedding ceremony and
scenic wonders splendidly photographed in Cinemascope ^
and Technicolor. More of a feast for the eyes than a r
dramatic triumph, the picture's size and scope must be Vi^^
heavily sold. Written, produced and directed by Richard
Rossen and filmed in its entirety in Spain in 1955 after
two years of preparation, the picture was made on a scale
comparable to De Mille's Biblical epics. Rossen, who strives
for authenticity and realism, was fortunate in securing David
Ffolkes as costume designer and Andrew Andrejew as set
designer, for these features are beautiful and awe-inspiring.
Except for a few special effects, the photography by Robert
Kasker Is outstanding. Rossen's screenplay leaves scant time
for romance or human interest touches, for it is primarily a
bloody tale of conquest and vengeance. There are no lighter
moments in the melodramatic plot. Richard Burton gives
an impressive, virile portrayal of Alexander and Fredric
March is excellent as the bearded Philip of Macedonia.
Danielle Darrieux has a .strong dramatic role.
Richard Burton, Fredric March, Claire Bloom, Danielle
Darrieux, Barry Jones, Niall MacGlnnis, Harry Andrews.
T .1 1
jubal
T7
r
Ratio:
21
Outdoor Drama
© o
Columbia (833) 101 Minutes Kel. May '56
Three of the industry's more widely publicized stars, Glenn
Ford, who alternates between MGM's powerful black-andwhite
dramas and Columbia's Cinemascope epics; Ernest
Borgnine, acclaimed for "Marty," and Rod Steiger, who
attracted attention in "On the Waterfront" and "Oklahoma!"
again have strong roles in a first-rate adventure
drama of the old West. Splendidly photographed in Cinema-
_Scope and Technicolor and with strong romantic interest,
„;his can be ex-ploited to good returns in almost any type of
situation. Pi-oduced by William Fadiman on an epic scale
and well du-ected by Delmer Daves, the picture holds the
average moviegoer's attention from the start and builds to
an exciting, action-packed climax. Charles Lawton Jr. has
captured the scenic beauty of the rugged Rocky Mountains
locations and his photography also includes attractive shots
of two lovely new leading women, British actress Valerie
French, who is excellent as a voluptuous ranch wife who
makes a play for her husband's cowhands, and Felicia Farr,
who plays a gentle Rawhider (a religious sect) girl. Ford
gives a fine portrayal: Borgnine is at his best as a kindly
cattle rancher: Steiger again excels as a heavy.
Glenn Ford, Ernest Borgnine, Rod Steiger, Valerie
French, Noah Beery jr., Felicia Farr, Basil Ruysdael.
F
t
The Man in the Gray Flannel Suit F ^'^1°,
20th-Fox (606-4) 153 Minutes Rel.
°'""o
Contemporary humor has established the gray flannel suit
as the symbol of the bright, brittle and broke young business
executives and their wives. ThLs superb film version of the
Wilson best-seller, from which it takes its title and
lits story, concentrates heartwarmingly on their troubles,
emotions, tragedies and, above all, their integrity. It appears
destined to rank high among the year's toppers in
public and critical acclaim, as well as capacity patronage.
Excellently done in all departments, the photoplay boasts
a star-studded cast and such other praiseworthy assets as
Cinemascope and De Luxe Color, a dual scripting and
directorial job in impeccable taste by Nunnally Johnson, and
superior mountings supplied under the personal supervision
of Darryl F. Zanuck, the studio's head man. Gregory Peck
packs sincerity and conviction into his delineation of the
leading role, while other telling thespian contributions come
from Fredric March, Jennifer Jones and the balance of the
large and competent cast. For ticket buyers who reli.sh other
than problems in their screen fare, there are exciting and
spectacular spots of action, while the yarn likewise is not
wanting in touches of whole.^ome and alleviating comedy.
Gregory Peck, Jennifer Jones, Fredric March, Marisa
Pavan, Lee J. Cobb, Ann Harding, Keenan Wynn.
Good-ByeMyLady F ^^i
Warner Bros. (517) 91 Minutes Rel. May 12, '56
Just about as old as literature itself are yarns about a boy
and his dog. A majority of such stories have been wholesome
and engrossing, dependable to extract hearttugs and
a furtive tear from the average human, most especially those
who have ever had a canine pet of their own. In this
screen version of a James Street novel, all of the above-listed
qualities are abundantly present, establishing the offering
among the best lad-meets-dog films ever made. What's
more, there is a paralleling and comparably warm story
thread treating with the character-building of a youngster
under primitive. Impoverished circumstances. Under existing
conditions, when the headlines and screen have been screaming
about juvenile delinquency, this facet should prove most
welcome and refreshing. Performances by a wisely selected
„ji
iifii- cast are universally convincing and ingratiating, with moppet
Brandon de Wilde, because of his plum part, carrying
away the cream of the thespian honors. Skillful direction
by the veteran William A. Wellman and the intelligent,
maudlin-free screenplay by Sid Fleischman capture the
atmosphere, dialog and credo of the Mississippi swamplands
where the feature was localed.
Walter Brennan, Phil Harris, Brandon de Wilde,
Sidney Poitier, William Hopper, Louise Beavers.
Ratio:
Western
Columbia (831) 76 Minutes Rel. Apr. '56
Louis L'Amour, a student of man's ability to survive In
jungles, polar regions and deserts, wrote this story of how
a former desperado, now aiding the law, lures six professional
killers into a rocky desert and cuts them down one at a time.
L'Anjour's specialized knowledge enabled him to give many
novel, but convincing, twists to that standard western plot
wherein a desperado becomes the law's spearhead against
a band of killers. Howard Duff gives an excellent portrayal
as Blackjack, who i.s lightning fast with either hand. Victor
Jory, cast as Jared Tetlow, unprincipaled cattle baron,
spoils otherwise good acting with unnecessary facial contortions
reminiscent of heavies of the handle-bar mustachio
days. Even so Duff and Jory provide the exhibitor with
two big western names to exploit. Maggie Mahoney as Nita
Riordan, Blackjack's fiance: Angela Stevens as the eastern
girl who unwittingly puts Blackjack's life in danger, provide
feminine interest. Special commendation is due Robert
^^oark. whose performance as young Ben Tetlow Indicates
that he is ready for more responsible parts. Nicely paced
as are all Katzman productions, the screen play was by Luci
Ward and Jack Natteford. Earl Bellamy capably directed.
Howard Duff. Victor Jory. Maggie Mahoney, Angela
Stevens, Robert Roark, David Orrick, William Tannen. r
n
Make Me An Offer F st^aSd ''ct'
Dominant Pictures 88 Minutes Rel.
A thoroughly engaging British-made comedy about antique
dealers and art collectors, this is interesting fare for the art
houses or it could play many of the better dual bills, especially
in metropolitan centers. One of the best productions from
Group 3 (which operates under a British government subsidy)
this has the advantage of Ea-stman Color and a betterthan-average
cast, headed by Peter Finch and the attractive
Adrienne Corri. plus some of Britain's leading character
actors, Finlay Currie. Wilfrid Lawson and Ernest Thesiger.
Produced by W. P. Lipscomb from his own screenplay and
directed in" light, amusing fashion by Cyril Prankel, the
picture has a disarming quality throughout and is filled with
human interest touches. Finch, a personable young actor,
is excellent as a dealer whose love for antiques, especially a
missing green Wedgewood vase, was instilled in him at
an early age and Mi.ss Corri invests her designing female
with a neat mixture of guile and humor. Currie and Lawson
contribute superb portrayals, as always, and Rosalie Crutchley
is exactly right as Finch's loyal wife. The picture is
studded with charming scenes of the English countryside.
Dominant is the releasing subsidiary of Associated Artists,
345 Madison Ave., New York City.
Peter Finch, Adrienne Corri, Finlay Currie, Rosalie
Crutchley, Wilfrid Lawson, Guy Middlcton.
The reviews on these pages may be filed for future reference in any o
inq ways: (1) In any standord three-ring
loose-leaf binder; (2) Individually, by company, in ony standard 3x5 ord Index file; or (3) In the BOXOFFICE PICTURE
GUIDE three-ring, pocket-size binder. The latter, including a year's si >ply of booking and dolly business record sheets,
may be obtained from Associated Publications, 825 Van Brunt Blv , Kansas City 24, Mo., for $1.00, postage paid.
1958 BOXOFnCE BooldnGuide :: April 7, 1956 1957

FEATURE REVIEWS Story Synopsis; Exploifips; Adiines for Newspaper and Programs
THE STORY: "The Man in the Gray Flannel Suit" (20th-Fox)
Left insecure by his experiences in World War n, Gregory
Peck is a $7,000-a-year employe of a philanthropic foundation
in New Yorlc, married and a reasonably content suburbanite.
At his ambitious wife's urging, Peck accepts a
higher-salaried post with United Broadcasting, where he
soon learns his ideas must be filtered through upper echelons
before they reach the top man, Fredric March. Beset by.- 1
job and family troubles, Peck finally rebels against the |
pressure, tells March how he feels and finds to his surprise
that the latter appreciates his frankness.
EXFLOITIFS:
Take advantage of pre-release exploitation by arranging
tieups with bookstores and libraries on displays of the bestselling
novel by Sloan Wilson, upon which the film was
based. Gregory Peck and Jennifer Jones are the names for
the marquee. Make clothing store tieups on the title.
CATCHLINES:
His Gray Flannel Suit Was a Uniform . . . You'll Never
Forget This Compelling Story of a Man Who Nearly Allowed
Ambition to Destroy His Faith and Loyalty to Home and
Marriage.

RATES: 15c per word, minimum Sl.iO. cash with copy. Four consecutive insertions lor price
of three. CLOSING DATE: Monday noon preceding publication date. Send copy and
• answers to Box Numbers to BOXOFFICE, 825 Van Brunt Blvd.. Kansas City 24, Mo. •
cueRinc
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