Boxoffice-September.15.1956

SEPTEMBER IS, 1956
/m^^^t^^^^/^^^^ Ttc^coie yncLd^
CONVENTION LEADERS: Directing the conventions of Theotre Owners of America, Theatre Equipment
and Supply Manufacturers Ass'n, Theatre Equipment Dealers Ass'n and Popcorn and Concessions Ass'n
to be held in New York next week will be: Top row (L to R)—Myron Blonk, TOA president; Lee Jones,
TESMA president; Roy Colvin, TEDA executive director; Bottom row— Bert Nathon, PCA president;
Woiter Reade jr., TOA convention director; Lee Koken, PCA convention chairman Story on Page 8
—— - PuDliirwo wMHly by Auociotad Publkotwm.
B unr Blva , Konio. Cl^,, Mo Su0.cr,oZo ro^
'"on, 1300 p«r year; National Edition IT M
NATIONAL EXECUTIVE EDITION
'•wWlni tlw S«I)M.| Ntwi Pi,., ,1 AM |(|„„,
IN THIS ISSUE:
M0MRN
HBATRi
SECTIONi

i
- ^^1
(^]une AUvson)
^l^SiU^-^x^
(Joan Collins)
^[^ Gossip
(Dolores Gray)
^-LslC'^otG'^
(Ann Sheridan)
(Ann Miller) (Agnes Mooreheaa) (Joan Blondell)
POEM TO THE OPPOSITE SEX"
THE PUBLIC WILL BE LAUGHING WRECKS,
AND YOU'LL DEPOSIT BIG, FAT CHECKS-
SO GET A LOAD OF "THE OPPOSITE SEX"

"Welcome
to the
high society
of hA-G-SA
M-G-M's LOW-DOWN ON
DAMES-WITH MUSIC!
In CincmaStopc mi.I MIITROCOLOR
JUNE ALLYSON
JOAN COLLINS
DOLORES GRAY
ANN SHERIDAN
ANN MILLER
in
"THE OPPOSITE SEX'
Co-starring
LESLIE NIELSEN
JEFF RICHARDS
AGNES MOOREHEAD
CHARLOTTE GREENWOOD
JOAN BLONDELL
SAM LEVENE
And GUEST STARS:
HARRY JAMES • ART MOONEY
DICK SHAWN . JIM BACKUS
with BILL GOOD>X'IN
Play by FAY and MICHAEL KANIN
Play by CLARE BOOTHE
New Songs: Music by NICHOLAS BRODSZKY
Lyrics by SAMMV CAHN
Screen
Adapted From a
Directed by DAVID MILLER
Produced by JOE PASTERNAK
(Afailuble in Magnetic Stereophonic,
Peripecta Stereophonic or 1-Chamtel Sound)

A
More abou t
\
THE BAD
ESPECIALLY FOR SHOWMEN WHO HAVE NOT
lou can^t find a theatre man who doesn^t
know that THE BAD SEED has given the ne\\|
show-season a very healthy start. There are verj
few successes as big in the entire Warner history
We of Warners want here to express our indebt
edness to the showmen whose recognition of the
merchandising techniques behind this picture am
whose hard work have contributed so much U
its success and its 100% holdover record.
j
While business is tremendous everywhere
maximum business was obtained in those engage
ments which followed closest the pattern o;
advertising, promotion and publicity established
in the initial engagements in Miami (thank yoi
Harry Botwick, District Manager of Florida State Theatres.
We ask the showmen who are yet to play
THE BAD SEED to be sure to check the Warner
fieldmen for the exact sequence of the advertis-

ET PLAYED IT
Why The Bad Seed
is recommended
for Adults only:
We believe motion pictures are for everybody.
However, the theme of "The Bad Seed" is
so special (it has never before been attempted
on the screen)— its intimate probings so sensational
(they will shock some)— this motion
picture may not be suitable for younger people
without worldly experience.
As unusual, and unusually gripping entertainment,
"The Bad Seed" is being seen by a
wide audience— but we believe it is best that
only adults attend.
Talk alt
fou want
about the
man anti
the woman
BUT PLEASE
DON'T TEIL
ABOUT
THE OWL
A hidden shame out in the open
and the most terrifying rock-bottom
a woman ever hit for love!
NOT£:i!
There will
be a brief
cetchyour-breath'
WARNER BROS.
pr0$enf the 2*yeaf-fo/t stage sensation wtth th* prfze-w/fining cast cf the pfay!
Wi
intermission at eaci)
showing. •NO OKI
WILL BE SUnO
UST IS MINUTES I
NANCY KELLY
Hfimr JONES
EllffNHECIMII
!VfltllVIIID[ll KIllllIM HOPPEI ' NUUII JtSSflHIl! CiliCliile JtliCiiMii
Screei Pill b) JOHN UEMIHIII Bmd iifin tlit |li| t|
MUlEll MOEISOII lid Iti untl b| KIllltM MIIICH
OIBECIIO BT
5) the publicity
ONf Of ^Hl PRESSBOOK ADS - THE K^'t TO THE CAMPAIGN
>olicy (6) the cross-plug trailers {?) the special
fcreening technique (8) all the ideas for special
lews-shots for newspapers, and the radio and
T\T iA l-^s.^^ *^«««t^.A«*^-^«iO 1-^^ \\t»¥ /
y Y lUeaS LOO nUmCrOUo lO IIoL* / early and cross plug it at every avail
ABLE THEATRE. BOSTON CROSS-PLUGGED IT
IN MORE NEW ENGLAND THEATRES THAN
AND DON'T FORGET TO START THE trailer'
EVER BEFORE AND BOSTON TOPPED EVERY
GROSS IN 17 YEARS!

3 SMASH HITS
IN A ROW'^20
. A Qth weeks hiUing
Ist week grosseb.
8th and 9m w
DEBORAH
COLOR by DE LUXE
"'""
/.^.ViCD
Tk CHARIES CHAKL
BRACKET!
produced by
°"^^'^''' ERNEST LEHMAN
Screenplay by
Music ., iicmm Rooms
Walching
The King'
in every situation.
WlARItYH
MONROE
BUS STOP
and inuoducing
DON MURR^^
Produced by
BUDDY ADIER
Directed by
JOSHUA lOGAM
ScreenploY ^V
GEORGE AXEtROD
COLOR by OE LUXE
^
ONENlAScOPt
^
There's
nothing better
,V,„nTb»BeSt
Bert
muse
COLOR by DE LU..^
ONEMAScOPt
NlacRAE • DWLEV
BORGNINE • NORTH
„.T0N1W NOOWN
Directed by
utSnfHRON-^^lCHAaCURTlZ
t
IH^
on*
p»« on
V^ILLIANI
BOWERS and PHOtBtt
yec

I
I
j
SEPTEMBER
!
^ F^6^ o^ (Ae7/lo^ion ri'cljyf/ie /iid/Uh//
THE NATIONAL FILM WEEKLY
Published in Nine Sectional Editions
BEN
SHLYEN
Editor-in-Chief and Publisher
DONALD M. MER5EREAU. .Associote
Publisher & General Monager
JAMES M. JERAULD Editor
NATHAN COHEN. .Executive Editor
JESSE SHLYEN. .. .Managing Editor
HUGH FRAZE Field Editor
AL STEEN Eastern Editor
IVAN SPEAR Western Editor
I. L. THATCHER. Equipment Editor
MORRIS SCHLOZMAN . Business Mgr.
Publication Offices: 825 V:m Brunt Blvd.,
I'il.v KiiiMS IM. Mo. Nalhiin Cohen, ExiTiitii.'
KdiMr: Jesse Shljen. Managini:
Edil'it; Miiiris Schlozman. Bu.slness Manager:
llutili Frazc. Meld Editor: I. L.
niatfluT, Bdilor llie Modern Tlieatre
Seelioii. Telei>llonc CHestnut 1-7777.
Editorial Offices: 45 Rockefeller Plaza,
Nc» Vuik ill. N. Y. Donald M. MerseriMii.
V^^miate Publisher & General
Malia;;iT; James M. Jerauld. Editor: Al
Stii'n. Kislcrn Editor: \. J. Stockcr, Carl
Mos. Eriiiipmcnt .\dvertising. Telephone
Olliimhiis 5-6370.
Central Offices: Editorial—920 No. Michigan
Me.. Chicago 11, 111., Frances B.
Clow. Telephone superior 7-3972. Advertlslns—35
Eist Wacker Drive. Chicago 1,
111.. Evvine Hutchison and E. B. Yeck.
Ttlipli.inc .Wilover 3-3042.
Western Offices: Editorial and Film Advertising—1;404
HoUyKood Blvd., Hollywood
28. Calif. Ivan Spear, manager. Telephone
llOIlyvvond 5-118C.
Xon-Film Advertising—672
Equipment and
S. Lafayette
Park Place, Los Angeles, Calif. Bob Wettslein.
manager. Telephone DUnkirk 8-2286.
Washington Office: Larston D. Farrar,
1177 National Bldg. Phone REpublic
7-4!>l2. Sara Young. 415 Third St., N.W.
London Office: Anthony Gniner, 41 Wardour
St. Telephone GBRard 5720/8282.
The MODERN THEATRE Section is included
in the first issue of each month.
Atlanta: Paul Jones. The Constitution.
Albanj-: J. S. Conners. 21-23 Walter .\ve.
Baltimore: George Browning. Stanley Thea.
Blrmingliam: Eildie Badger, The News.
BiKlon: Frances Harding, Lib. 2-9305.
Charlotte: Annie Mae Williams. ED 2-1254.
Cincinnati: Lillian Lazarus, 1746 Carrahen.
Cleveland: Elsie Loeb, Fairmount 1-0016.
Columbus: Fred Oeslreicher, 646 Rhoades
Place.
Dallas: Prank Bradley, 2008A Jackson St.
Denver: J.ick Rose. 1615 Lafayette St.
Des Moines:
Russ Schoch. Register-Tribune.
Detroit: H. F. Reves, Fox Theatre Bldg.
Indianapolis: Corbin Patrick. The Star.
Jacksonville: Robert Cornwell. 323 E. Bay.
Memiihis: Null .Vdams. 707 Spring St.
Miami: Kiltv llaruond. 60 Hibiscus.
S.
Mllviaiikir: \Vm. Nirlml, 636 N. 14th SI.
Mlnncap.ilN- I.1-, K.fv-. 2123 Preemont S(|.
New ll.iven: W.ilter Diiilar. The Register.
N. Orleans: L. Dwyer. 8818 Prltchard PI.
Oklahoma City: Joyce Oulhier. 1744 NW
I7lh St.
Omaha: Irving Baker, 911 N. 51st St.
Philadelphia: Norman Shigon. 5363 Berk.
Pltisbiirgh: R. F. Klingensmllh. 516 Jeannette.
Wilkinsburg. CHurchlll 1-2809.
Portland, Ore.: Arnold Marks, Journal.
St, I/)uls: Dave Barrett, 5149 Rosa.
Salt Ukc City: II. Peanon. Deseret News.
San Anionin: Us Ketner. 239 San Pedro.
San Francisco: Gail I.ipman. 2S7-2Slh
Ave., Skyline 1-4355: Advertising: Jerry
Nowell, Howard Bldg., YU 6-2522
In
Canada
Montreal: 300 1/emoyne St.. Jules Larochelle.
St. John: 43 Waterloo, Sam Babb.
) Toronto: 1675 Bayilew Ave., Willowdale,
' Ont., W. Oladlsh.
I
j
Vancouver: Lyric Theatre Blilc., Jack Droy.
Winnipeg: 2S2 Ruiiertsland. Ben Soramers.
Member Audit Bureau of Circulations
BlIiTod as Seonnil Class matter at Post
Otflcp. K.MKas niy. Mn Sectional Edition.
J3.00 pc-r year; Xatlnnal E.iition. $7.59,
15, 1956
Vol. 69 No. 21
THE NEW TV COMPETITION
j^ N discussing the nmlti-niilliun dollar
e shown on TV, in one case, beginning
October 1. Here, a New York TV station sets
forth, "Nightly showings at 7 p.m. and 10 p.m.
Plus matinees Saturdays and Sundays at 2:30
p.m."
In San Francisco, the time selected in one instance
is to be 8 p.m. Friday nights. Of course,
other local stations and networks will take up
other hours. But, it appears, the peak THEATRE
hours—and days and nights: Fridays. Saturdays
and Sundays —
generally, will be usurped by TV
for these film programs.
Jack Gould, TV editor for the New York
Times, made this pertinent comment in his
column of Sunday. Sept. 9:
"Hollywood's familiar slogan, 'movies are
your best entertainment.' may be put to fresh u.se
this season. The forthcoming year on television
is going to see more good feature-length films
than at anv tinie in video's ten-year history . . .
What's in store is almost an avalanche of proven
entertainment that conceivablv might disturb
some aspects of the current programming paltern
(for TV) . . Millions of viewers are going
.
to have an opportunity to see for a second time
without cost some of the finest films ever made.
For millions of young people these features will
be 'new' motion pictures."
The $20 million that I-oew's received for assets
that had been written off to zero ought to
put that com|)anv in a positif)n where it can pro-
(hice some extraordinary pictures for theatre use.
And. with more tf) come from other TV deals,
these funds could provide a continuing flow of
fine theatrical product. That may. of course. a|)-
ply to some of the other companies. Hut the
pictures will have to be supcr-rxtrnnnlinnry anfl
supcr-alniiulnnt. considering the fact that TV
w ill have been made a more potent competitor by
ihc ver\ prddiicl this industrv has made available
Photoplay Appreciation
As a service to the growing photoplay appreciation
movement in schools and colleges. Boxoffice
recentlv incorporated as inserts two exam[)les
of the series of Photoplay -Studies edited
1)V William I-ewin. Ph.D. The first example, inserted
in the September 1 issue, was devoted to
MGM's "Lust for Life."' The second, devoted to
Paramount's "War and Peace," appeared in the
September 8 issue.
For a quarter century. Dr. I^w in has made
very important contributions to the advancement
of the motion picture, cultivating interest therein
as an art fonn and developing patronage therefor
as an entertainment form. It is noteworthy
that, of the approximate 2.S0 Photoplay Studies
that he has edited and published, some reached
distribution of more than .500.000 copies through
teachers and students into homes. .Xstute exhibitors
who recognized the values inherent in
the Photoplay Studies as a means of bridging
the gap between school and theatre, and thus
initiated their use by schools, deserve a measure
of credit for the continuing growth of this idea.
A solid nationwide base has been laid for the
teaching of photoplay appreciation through the
practical procedure that Dr. Ix'win has introduced
in about 16.000 schools. Not only has he
publislied a book covering this subject, but he
has made re|)rints of abstracts thereon available
to others that may he interested in establishing
such studv units. Needle.«s to say, healthy discussion
of and for motion pictures stems therefrom.
Doubtless, alert theatremen will see in this
an opportunity for furthering the reciprocal
.«er\ ice it makes possible between their theatres
and the schools which, at the same time, affords
a means for tapping and developing new and
ciititinuing patronage in the age groups that hold
a high potential. .Another thing, this cooperative
effort will serve to increase the local theatre's
value and growth as a community center.
V^Lv /04UuO!yi^

20
the
EXPECT OVER hOOO TO ATTEND
TOA SHOWMANSHIP SESSIONS
Important Problems Facing
Exhibitors on Four-Day
Schedule of Events
NEW YORK—More than 1.000 exhibitois
and inciustiy leaders, the lar.sest attendance
in the history of Theatre Owners of
America, are expected to attend the annual
convention to open at the Coliseum Thursday
1
1.
FOUR GROrPS ASSOCIATED
The convention is being held in conjunction
with the big tradeshow which Theatre
Equipment and Supply Manufacturers Ass'n,
Theatre Equipment Dealers Ass'n and the
Popcorn and Concessions Ass'n are staging
in the vast exhibition halls of the recently
built Coliseum. Each of the three organizations
will hold it.s convention concurrently
with TOA and each will join with the exhibitor
association in a number of clinics
and social events.
Altogether, it will probably repre.sent the
largest gathering ever held of exhibitors and
the people who manufacture and sell them
the equipment and supplies they use in runnnig
theatres.
The convention opens at 10 a.m. Thursday,
September 20 with S. H. Fabian, pre.sident
of Stanley Warner Theatres delivering the
keynote address.
On the agenda of the four-day program
are most of the important problems facing
exhibitors today. There also wUl be a social
program which will be almost continuous
when the convention is not in session, except
Sunday (23i, when delegates will be free to
do anything they like.
Fabian's keynote speech is expected to chart
the course for the convention. One of the
highlights for many exhibitors will be a report
from the National Showmanship Conference
held recently in Chicago. This will
be the first of its kind. It will include information
on practical showmanship stunts
which have been tried in various types of
theatres. Ernest Stellings and Henry Plitt
will present this Friday morning C21).
DISCUSS PUBLIC RELATIONS
At this session Harry Goldberg, director
of public relations for Stanley Warner, will
report on a proposed national public relations
program.
At a Friday luncheon over which Sam Pinanski
is to preside, Leonard H. Goldenson.
president of AB-PT, will be the speaker.
Roy Cooper will preside at the Friday afternoon
session. This will be an advertising
seminar conducted by Norris Hadaway.
Committee assignment reports will follow.
These will include a discussion of day-today
problems in theatre operation, divided
into four parts. They are:
1. Film practices and problems—Sidney
Cohen, Nathan Greer and Herman M. Levy,
counsel to TOA.
2. Small theatre owners problems—including
film problems, Albert M. Pickus and Roy
Cooper.
3. Real estate, taxes and insurance—Philip
Harling, Morton Thalhimer and LaMar Sarra.
S. H. FABIAN LEONARD GOLDENSON D. E. HYNDMAN
Keynote Speaker Featured Speaker Equip. Clinic Moderate
MERLIN LEWIS
ee. Director, TESMA
T. J. SULLIVAN
:ec. Director, PCA
4. Specialized foreign films—Sheldon Gunsberg
and Walter Morris.
One of the featured ses.sions is an Equipment
Showmanship Forum, .scheduled Saturday,
September 21. With D. E. Hyndman of
Eastman Kodak Co. as the moderator, a
panel of experts in the field of theatre equipment
will face questions from the floor on
projection and sound problems.
Representing TOA on the panel will be
Joseph Zaro of the Bijou Amusement Co.
TOA Selects Holden
1956 Star of Year
New York— William Holden has been
named TOA's 1956 Star of the Year by
a special committee consisting of Elmer
C. Khoden. J. J.
O'Leary, Arthur H.
Lockwood and R.
r
J. O'Donnell, who
gave him a unanimous
vote.
Holden will receive
the TOA
.Award "for outstanding
service
to the motion picture
industry, to
the community and
the country at
large" from Myron
William Holden
N. Blank at the president's banquet at
the Hotel Waldorf .Astoria. September 24.
an event that will climax the first TOA
international convention.
The award has been given to only two
other actors, James Stewart in 1955 and
Danny Kaye in 1954.
TOM LAVEZZI
V-P, TESMA
ERNEST STELLINGS
Showmanship Chr. TOA
and Edwin Gage of Oakhurst, N. J. J. Eldon
Peek will represent the equipment dealers
Ass'n; and TESMA has asked the following
to participate: Arthur Hatch, Strong
Electric Co.; Martin Wolf, Altec; Earl Sponable,
20th Century-Fox; Leonard Satz, Raytone
Screen; Francis Keilhack, Drive-In
Theatre Mfg. Co.; Ben Schlanger, theatre
architect; Loren Ryder. Paramount Pictures;
J. F. O'Brien, RCA; Frank Cahill, Warner
Bros.; M. H. Stevens, Bausch &; Lomb; Wentworth
Fling, Cinerama Corp.; Douglas
Shearer, MGM studios, and L. W. Davee,
Century Projector Corp.
There will be a board of directors session
Sunday afternoon at 2 o'clock, if required.
Convention attention will shift to a discussion
of concessions at a forum to be held
in cooperation with the Popcorn and Concessions
Ass'n Monday morning (24i with Van
Myers, J. O. Hoover and Al Floersheimer as
the principal speakers.
A drive-in forum will feature a luncheon to
follow this session, with Alfred Starr as toastmaster.
Horace Denning will be forum chairman.
The nominating committee headed by Albert
Pickus of Stratford, Conn., will report
to the board of directors Thursday (20). Three
names have been mentioned for the presidency—Myron
Blank of Des Moines, now
completing his first term; Sam Rosen, Stanley
Warner theatres executive, andd John
Rowley, head of United Rowley Theatres and
international chief barker of Variety Clubs.
On Wednesday (19 1 board of directors
and the executive committee will hold a joint
meeting on the Hotel Pierre roof.
An unique feature of the pre-convention
activities will be a fellowship breakfast in the
Coliseum Cafeteria at 9 a.m., which gives all
those attending an hour before the official
starting time at 10 a.m.
BOXOFFICE :: September 15, 1956

Rise in Equipment
Buying Predicted
NEW YORK^Theatic equipment business
is due for an upsurge as a result of the removal
of the tax on tickets selling below 90
cents. Lee Jones, president of the Theatre
and Supply Manufacturers Ass'n, declare

: September
Benton Film Express Gets
RKO Pact for Atlanta
Deal involves only sanu" backroom duties
rt'cently assigno

: September
HEAR DISTRIBUTOR PROBLEMS
AT TOP-LEVEL MEETING: SHOR
Allied Head Tells Balaban
Over-All Meeting Would
Stimulate Industry
COLUMBUS—Ruben Shor, president of
Allied States Ass'n. has asked Barney Balaban
of Paramount
Pictures to reconsider
his turndown of a
general top-level industry
conference,
and to join in a meeting
which will include
consideration
of distributor problems
as well as those
of exhibitors.
In his letter, Shor
declared that not
since December 9. Ruben Shor
1941, have the leaders
of the several branches of the industry
got together to consider over-all industry
problems and publicly to attest their faith
in the motion picture business.
NEEDED FOR MORALE
"To the anxious thousands whose lives and
fortunes are bound up in that business, such
a gathering at this time would give comforting
assurance that the industry does not lack
for broadgauged leadership and that everything
is being done to protect and preserve the
business," he said.
He told Balaban that it was not AUied's
idea that the preliminary meeting should
deal with the specific policies and practices
of any particular company. The Paramount
president had written Shor that while Paramount
was willing to meet with a group of
exhibitor leaders, it did not want to attend a
meeting at which it would be necessary to
discuss policies of his company in the presence
of its competitors.
"Certainly it is not our purpose to push for
measures that might be on the shady side of
the law, since the exhibitors would be implicated
as well as the film companies," Shor
wrote. "If as a result of these initial discussions,
each group can gain a clearer understanding
of the other's problems, and there
is generated a mutual confidence and a desire
to cooperate for the common good, the
detaUs can be left to later meetings such as
you suggest."
ASKS FOR TOLERANCE
The Allied president called for tolerance on
both sides.
"You, in effect, charge exhibitors with
blindness to the problems of the producers
and distributors and question whether, if that
continues, any good can come of the conference,"
Shor said, adding that "in this potand-kettle
business we all must practice a
degree of tolerance and I would certainly
agree with you that no one branch has spent
much time worrying about the perplexities
of the others."
Shor said that at the recent meeting of the
board of directors of Allied, held in Louisville,
1956 Audience Awards
Begins Christmas Day
NEW YORK—Public balloting in the 1956
Audience Awards election will occur during
the ten days starting Christmas Day and
ending at midnight January 3, the planning
committee decided at a two-day meeting at
the Sheraton-Astor Hotel here that ended
Wednesday (12).
The public will again be asked to vote for
the best motion picture, best performances
by a male and female and most promising
new male and female personalities among
pictures released from Oct. 1, 1955, to Sept.
30, 1956.
Last year the public voted November 17-27.
The committee made the change this year
because of exhibitor requests for a greater
time lapse between the end of the operative
year, September 30, and the actual ballotmg.
That will give them a chance to show all
the pictures on the ballot.
Nominations in five categories have been
reduced from 20 to ten because of exhibitor
reports that the 1955 ballot was too long.
All distributors will be asked to place in
contention their pictures released during the
operating year—October 1 to September 30
which they consider most worthy, and to
follow the same procedure in naming as contenders
the performances of players in all
categories.
The pictures and personalities will be listed
the board approved a suggestion that in follow-up
correspondence with the heads of the
various film companies it be advocated that
the scope of the meeting be enlarged to
include distributor problems as well as exhibitor
problems.
Wilby Says Exhibitors
Must 'Seir Story Line
New York—Exhibitors must create
interest in the story line of a picture
in order to attract patrons today, according
to Robert Wilby, circuit operator
of Atlanta and a partner in American
Broadcasting-Paramount Theatres.
Wilby, who was in New York last week
to attend a board meeting of AB-PT, said
that he did not believe that the so-called
"old line" of stars have any boxoffice
value in the present market. The "stereotype"
advertising, too, fails to attract
customers, he said.
The theatre should sell the storj- and
the production values of a picture and
should step up showmanship promotion,
he said. Stars and ordinary advertising
won't bring them, Wilby declared.
on one nominating ballot to be distributed
to 16,000 theatres through National Screen
Service. Exhibitors will be asked to nominate
the ten best pictures, the ten best performances
by an actor, the ten best by an actress,
ten most promising new males and ten most
promising new females. These nominations
will go on the public ballot. All ballots must
be cast in ballot boxes in theatre lobbies.
The winners chosen by the public will be
announced at a function to be held on or
about January 15. The nature of the function
will be decided by the new national chairman
of the campaign, which is yet to be
selected.
Another change this year will be a ban
on listing any player more than once in the
best performance classification on the public
ballot. If a player is nominated for his work
in more than one picture, he will be asked
to select which he wants on the ballot.
Those attending the meeting were Ralph
Russell of Canton, Ohio, committee vicechairman,
who presided in the absence of
the chairman, Mrs. Alice Gorham of Detroit;
Senn Lawler of Kansas City, Paul Lyday
of Denver, Paul Levi of Boston, Harry Mandel
of RKO Theatres, chairman of the COMPO
press relations committee; Robert W. Coyne,
COMPO special counsel, and Charles E. Mc-
Carthy, COMPO Information director.
"In my judgment," Shor said, "it would be
fatal to the conference for the representatives
of the exhibitors willfully to reject the
problems of the producer-distributors as it
would be for the representatives of the latter
to come to the meeting harijoring ancient
grudges and voicing complaints against exhibitor
leaders for alleged chaotic conditions
brought about by action of the court and
force of law."
Shor wrote Balaban that while in general
the Paramount reply "fell below our highest
hopes and expectations and in one particular
seemed deliberately provocative," he declined
to be "either discouraged or provoked in these
early stages of Alhed's effort to carry out the
recommendations of the Senate Small Business
Committee by bringing about a rapprochement
between distribution and exhibition."
Shor said that the depressed state of the
business has seriously undermined the morale
of industry members, especially in the lower
echelons.
"One of the first fruits of a top-level conference
such as we proposed would be to imbue
the industry members, investors, creditors
and all dependent upon the industry for a
livelihood with renewed confidence and courage
just when it will do the most good," he
declared.
BOXOFFICE :
15, 1956 11

Nothing can stop
coming if
20th CENTURY- FOX p/-ese/7fe
Richard Widmark
in
The Last Wadon
COLOR by
DE LUXE CINemaScoP^ FELICIA FARR
J^'
Produced by
Directed by

om
through

I Para
.
COMPO DUES DRIVE IS OPENED;
SALESMEN PLEDGE THEIR AID
Prospects Seen Promising
As Solicitations Begin;
Stress Tax Savings
NEW YORK—The Council of Motion Picture
Organizations opened its 1956 drive
for exhibitor dues Monday ilO) in 31 ex-
Early results were encourag-
change cities.
ing with film salesmen pledging utmost
cooperation in handling collections. Each
salesman was given a list of exhibitors to
approach. Division managers will handle
collections from many of the larger circuits.
The opening of the drive followed by a
week meeting of branch managers at
which the salesmen received preliminary
instructions.
NEW YORK AREA GATHERING
The local area meeting was held in the
board room of Warner Bros. Ernest Sands
of Warner Bros., area chairman, presided.
Fifty salesmen attended and heard Charles
Smakwitz of Stanley Warner Theatres in
Newark say that all New Jersey exhibitors
should recognize the succe.ssful COMPO
campaign for reduced federal ticket taxes by
paying dues. He called on the salesmen for
the utmost cooperation.
Sixty salesmen attended the Philadelphia
meeting in the screening room of the Paramount
exchange and heard Charles Zagrans
of RKO. area chairman, call the COMPO
solicitation "No. 1 on their Hit Parade."
"We look for a big response here," he said.
"as checks started to pour into this office
before we started our solicitation."
Zagrans said he had a duplicate list of the
theatres to which the salesmen were assigned
and that he would check their progress during
the drive.
James Hendel of United Artists, Pittsbui'gh
area chairman, said that all salesmen in the
area with the exception of one on vacation
attended the Pittsburgh meeting. It was held
in the RKO screening room. Full cooperation
was pledged by Allied Theatre Owners
of Western Pennsylvania through Harry
Handel, executive secretary, and Morris
Pinkel. a director in the national organization.
Other speakers were Bert M. Stearn
of the Stearn-Hanna Theatre Service, Ernest
Stern of Associated Drive-In Theatres and
Hendel. who presided.
40 AT CLEVELAND MEETING
The Cleveland meeting, held in the 20th
Century-Fox screening room, drew an attendance
of 40 persons of whom more than
half were salesmen. Jack Sogg of Loew's,
area chairman, noted that at least 60 cities
and towns in Ohio have local admission
taxes and that COMPO has offered aid in
getting them reduced or eliminated. He also
stressed the value of COMPO in a public
relations way, and said that all exhibitors
should consider it a clearing house for many
industry problems.
The principal speakers at the Boston meeting,
held in the MGM screening room, were
Martin J. MuUtn, president of New England
Dallas WOMPI Promotes
Back to Movies Drive
DALLAS—"Enjoy the Best . . . Attend the
Movies," has been chosen by a committee
of the local chapter of the Women of the
Motion Picture Industry for use in a concentrated
Back to the Movies promotion it
will conduct on a year-around basis.
The slogan was selected from among hundreds
submitted by WOMPI members and
others in the industry. First use of the slogan
will be on postage meter plates and rubber
mailing stamps so that all mail sent out by
circuit and independent theatres, local film
exchanges and allied industries offices, as
well as many Dallas merchants, banks and
insurance offices, will carry the message.
"Enjoy the Best . . . Attend the Movies."
Maxine Adams, Frontier Theatres, chairman
of the committee heading the campaign,
reported that full support and cooperation
has been extended by Texas COMPO. Interstate
Dallas Theatres, Rowley United Oak
Cliff Theatres, Frontier Theatres, the Dallas
offices of Columbia, 20th-Fox, Universal, Paramount,
RKO, Warner Bros., MGM, United
Artists, Allied Artists, National Screen Service
and many independent theatres and concession
equipment companies. She stated
Theatres, and Fiank Lydon, executive secretary
of Allied Theatres of New England.
William Kumins of Warner Bros., area chairman,
presided. Forty-five salesmen were
present.
Mullin described the value of the federal
tax campaign to New England exhibitors,
large and small. He said that the COMPO
dues were an infinitesimal fraction of the
savings COMPO already had achieved for
them through the successful conclusion of two
tax campaigns.
"And this is only one of many projects,"
Mullin said, "that COMPO has planned or
put into effect to help the exhibitor, and it
should receive the support of every single
theatre owner in New England."
Lydon reviewed the recent tax campaign
and urged full backing of COMPO.
No Monday meeting was held in New
Haven. There had been a joint meeting of
branch managers and salesmen the week
before.
Two RCA Dividends Voted
NEW YORK—Radio Corp. of America has
voted a quarterly dividend of 25 cents a share
on the common stock, payable October 22
to stockholders of record September 21. RCA
also voted a dividend of 87 '2 cents a share
on the first preferred stock for the period
October 1 to December 31, payable January
2 to stockholders of record December 10.
^^
ATTENDTHEQf&tm\
X-
Slogan Idea of Dallas WOMPI
these industry affiliates not only would purchase
and use the meter plates and rubber
stamps to engender interest within the industry
but also would buy and sponsor both
types of mailing equipment for use of Dallas
merchants.
Slug mats of the slogan are also available
to theatres for insertion in daily advertising.
Theatres and organizations interested in
joining this concentrated Back to the Movies
effort can obtain the meter plates, rubber
stamps and ad mats from WOMPI of
Dallas
at cost.
Other phases of the campaign are being
arranged.
Two Disney Films on List
Of Gennon Boxofiice Hits
MUNICH, GERMANY—Two Walt Disney
features hit the first ten boxoffice champions
list in the German Republic for the 19.55-56
season. They were "20,000 Leagues Under
the Sea" and "The Vanishing Prairie," the
latter a True-Life Adventure picture.
Others in the list of pictures, compiled from
boxoffice figures on all American pictures released
in the western zone were: two from
MGM, "The Blackboard Jungle" and "Bad
Day at Black Rock," two from 20th Century-
Fox, "Daddy Long Legs" and "Carmen Jones,"
and "Picnic" (Col), and "The Rose Tattoo"
)
Richard Gordon Handling
'The Devil's General'
NEW YORK—Richard Gordon, head of
Stebbiixs Productions, will distribute "The
Devil's General," German picture directed by
Helmut Kaeutner, later in 1956.
The picture, which will be shown at the
TOA Foreign Festival on the final day, September
20, is based on the play by Carl
Zuckmayer, and stars Curt Jurgens and
Marianne Cook, both of them now under
contract to Universal-International. Herman
G. Weinberg has completed the English titles.
14 BOXOFFICE : September 15. 1956

Organize Catholic
Film Foundation
KANSAS CITY— A program to use motion
pictures as a positive force for religion
reached one of its goals Wednesday il2i with
tlie formation in Kansas City of the Catholic
Film Fouiidation as a nonprofit organization.
The final details of the plan, started three
years ago by Catholic leaders, were completed
at a meeting of 14 men from various parts
of the country at the President Hotel. Incorporation
probably will be sought in New-
York or California. The Foundation hopes to
raise $3,000,000 nationally, not only to finance
motion pictures for use in parochial schools
and churches, but also to help produce films
emphasizing religious themes for general
distribution. This will include audio visual
aids, such as film strips and slides. A board
of 15 is to be formed and announced later.
A positive approach to the use of motion
pictures was explained by Msgr. Leo J. Mc-
Cormick, secretary of the Foundation and
superintendent of parochial schools in tlie
Baltimore area, who presided over the meeting.
He said, "The negative point of view
on bad pictures is covered by the Legion of
Decency. We want to promote films that
will emphasize the proper religious viewpoint."
Supplying 77,000 Catholic outlets In the
United States and Canada with educational
films would be the major job of the Foundation.
There also will be films made of
Biblical stories and the lives of saints.
Contributions to the fUm program will be
sought from individuals, from individual
foundations and from general foundations.
Films for general distribution also are expected
to be produced by the Foundation, as
well as to aid private producers who are
working on stories which the Foundation
approves. Members mentioned "Marty," "Boys
Town" and "Going My Way" as the type of
films they would like to support.
Film industry men present at the meeting
were Joseph Blau, president of Eternal Film
Corp., 1790 Broadway, distributors of religious
films and audio visual aids; Leo J.
McCarthy, executive vice-president of
Eternal and servicing agent for the Knights
of Columbus, and Gene Lockhart, film actor.
Others present were Msgr. J. L. Manning,
chancellor. Diocese of San Antonio, Tex.;
Charles J. Ducey, Supreme Office, Knights of
Columbus, New Haven; C. W. Reiley, Denver:
Henry J. Kondrat, state deputy, Knights of
Columbus, Cleveland; Father Gordon
Fournier, White Fathers MLssionary, Catholic
University of America, Washington, D. C.;
Walter L. McGinnis, national chairman. Confraternity
of Christian Doctrine, Beardstown.
111.; Henry J. Massman, businessman. Kansas
City; James McCarthy, John Wiley, Community
Counciling Service, New York.
Palace at Cleveland
Will Show Cinerama
CLEVELAND — Negotiations were completed
in New York Tuesday illi by S. F.
Fabian of Stanley Warner Cinerama Corp.
and Sol Schwartz, RKO Theatres, for the
showing of C:nerama pictures at the RKO
Palace Theatre here.
"This Is Cinerama," it is understood, will
open around Thanksgiving after necessary
remodeling and installation of equipment at
the Palace.
New Film TV Network
To Start Mid-October
See Increased Activity
In Theatre Television
NEW YORK—Although activities in theatre
television have been -somewhat dormant
in recent months, the medium is expected to
show some new life in the near future.
In England, a system known as Cine-Television
Ls said to have been perfected by J.
Arthur Rank interests. It is patterned on
the RCA cathode ray system and, according
to those who have seen it, has good commercial
possibilities.
The big Philips organization in Eindhoven,
Holland, is doing extensive research into the
theatre TV field and is reported to have a
device which will be placed on the market
shortly. Other new approaches are being developed
in Germany and France but no details
have been announced officially.
Considerable progress in perfecting the
Eidophor system has been made by 20th
Century-Fox but the company is not pushing
it at this time because of other developments
such as Cinemascope 55. The "bug.s" that
were noticeable in the early stages of the
system have been eliminated, according to a
20th-Fox spokesman.
In addition. Max A. Cohen, president of
Cinema Circuit Corp., will seek to acquire a
European color theatre TV system which, if
he completes negotiations, will be installed
in his 14 theatres. Cohen left here on Thursday
1 13 1 for Europe to open talks in connection
with the device.
Dr. Wesley T. Hanson Jr.
To Be Honored by SMPTE
ROCHESTER—Dr. Wesley T. Hanson jr..
head of the color photography division of
Eastman Kodak Research Laboratories, has
been elected as the
first recipient of the
Herbert T. Kalmus
Gold Medal Awai'd of
the Society of Motion
Picture and Television
Engineers for his contributions
to the development
of films for
professional color motion
picture photography.
The award will
be presented on Tuesday
evening, October 9,
Dr. W. T. Hanson Jr.
during the Society's
80th convention in Los Angeles.
Kaye Ballard Is Signed
HOLLYWOOD—Kaye Ballard has been
signed by RKO to a multiple-picture contract
under which she will star in one picture
a year for seven years. The stage, television
and nightclub comedienne was inked to
the long-term pact after the studio's production
executive William Dozier saw her
recent performance on the Ed Sullivan TV
show.
NEW YORK— Something new in
television
networks will be added in mid-October when
the NTA Film Network, Inc., wholly owned
subsidiary of National Telefilm A.s.soclates.
will start operations. Ely A. Landau, NTA
president, said it will be the fourth TV network
with 102 affiliated stations, covering
31,000,000 or 82 per cent of U. S. homes having
TV sets.
Stations tied in to existing networks receive
programs by coaxial cable or microwave
and show them simultaneously. The
NTA setup calls for servicing stations with
prints of feature films for simultaneous showings.
There won't be any connection with
electronics.
First presentations will consist exclusively
of feature films as "spectaculars." NTA has
acquired films made by David O. Selznick, J.
Arthur Rank and 52 20th Century-Fox
films. It is also seeking fresh Hollywood
product.
Some of the 102 stations are affiliates of
existing networks. Among the stations are
WPIX, New York City, owned by the New
York Daily News: WGN-TV, Chicago, owned
by the Chicago Tribune; KTTV, Los Angeles,
owned by the Los Angeles Times: the Taft
stations in Cincinnati. Columbus and Knoxville,
the Crowell-CoUier stations in Minneapolis
and Indianapolis, and stations in Baltimore,
Dallas, Denver, Detroit, Houston,
Kansas City, Nashville, Salt Lake City and
Washington. D. C.
Venice Prize to 'Attack!'
But No Best Film Picked
VENICE, ITALY— "Attack!" produced by
the Associate.s and Aldrich for United Artists
release, won the trophy donated by the
Italian Film Writers Union at the International
Film Festival, which ended September
9. The festival jury praised the film and it
received an ovation at the showing September
6, which was attended by the producer,
Robert Aldrich.
For the second year, the international Jury
of the Venice Festival did not award its
Golden Winged Lion of St. Mark, first prize
for the best film, because "none of the 14
films shown was considered good enough to
deserve it."
The Festival gave its San Giorgio Prize to
a Japanese picture, "Burma Harp," directed
by Ken Ichikiawa: the International Cinema
Press Federation trophy was given
jointly to "Gervaise," a French film directed
by Rene Clement, and "Calle Major," a
Spanish picture directed by J. A. Harden.
The International Catholic Film Office gave
its trophy to another Spanish film, "Calabuch,"
directed by Louis Berlanga.
The Festival's best acting awards were
won by: Maria Schell, Austrian actress, for
her work in "Gervaise," and Bourvil of
France for his work in "Traversee de Paris,"
directed by Claude Autant-Lara. Before
naming Miss Schell. the jury commented on
the "excellent work" by America's Betsy
Blair in the Spanish film. "Calle Major."
which she made in Spain after appearing in
the Academy Award picture. "Marty."
BOXOFFICE :; September 15, 1956
15

I
—
'Bridey' Stands Out Among Marvels of Hypnotism
(Thr Inn th.:t-irr cl M^Ktv He
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DPI C ^^JQR THERAPEUTIC T(
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W^ha, D„ You Th«
"!!f'!'^y Murphy?
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I
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1>"
Eighty million Americans have read or
read about this startling story of real
people in a very unreal world—and
now they can see it . . . w^ith Louis
Hayward as the author, Morey
Bernstein, and Teresa Wright as his
hypnotic subject, Ruth Simmons, w^ho
dramatically broke the time barriei>
This is no ordinary best-seller—me
and women who hadn't read a boo
in years rushed to buy it — 190,00"
copies were sold before the ink wai
dry. New^s magazines like
Look gave it big-space featuring
Life, Tim«»

j
was
ience 'Obscured' by ^M^y^-^'^^'^^^
I
artists, partirularllcrs
and composers.
University parapsychology
department, considers
able to comlovel
quickly — after adjustment.
peutic tool in personality
Icrs of the Laguna
self-hypnosis (easily
colony co-operated learned by any normal
|."t
jxperiments, and one person) a major thera-
nOIMLBESTMER OFISSli!
lt:VJl|||;llllki;iiiif;iqiiiJii i
jlewspapers and other periodicals
erialized it. TV panels argued it.
>11 America talked about it and is
till fired with curiosity. That's why
,'aramount is rushing it to you
ecause it means crowds at the
loxoffice now!
Produced by PAT DUGGAN
Directed by NOEL LANGLEY
Screenplay by NOEL LANGLEY
Based on the book by MOREY BERNSTEIN
mi^m

To Stimulate Patronage and Photoplay Appreciation
Fhoioplay Studies
LIST IOK I.IKK
PAVID H\N2EU^
Reproduced above are the front pages of
Photoplay Studies on two current filni.s prepared
under the editorship of William Lewin,
Ph.D., author of "Photoplay Appreciation in
the American High Schools" and co-author
of "Standards of Photoplay Appreciation."
Through these works and the dozens of motion
pictures for which he has provided
Photoplay Studies over the past quarter century.
Dr. Lewin has rendered a great service
to schools and colleges, their students and
families and to the motion picture industry.
By reaching into the homes, the Photoplay
Studies have created much public goodwill
and greater appreciation for the motion picture
as an art form. By providing interesting
background and source material for extended
studies on the individuals or historic events
that are dealt with, the appeal of the films
on which Photoplay Studies have been prepared
is increased among the ever-growing
student audience. And. with the discussions
held thereon in the classi'oom and later carried
into the home, motion pictures generally
have benefitted.
Through his Educational and Recreational
Guides, Inc., headquartering at 1630 Springfield
Ave., Maplewood, N. J., Dr. Lewin has
sent sample copies of the Study Guides on
'Best Things' Promotion
Now Set in Nine Cities
NEW YORK—Twentieth Century-Fox has
added Des Moines, Cincinnati, Detroit and
Dallas to the list of key cities participating
in a national disc jockey contest for preselling
"The Best Things in Life Are Free,"
musical in Cinemascope for late September
release.
Richard Karp of the 20th-Fox TV-radio
publicity department, is on a special tornsetting
the music promotion and has already
visited Philadelphia, Washington, Boston,
Pittsburgh and Cleveland to meet with disc
jockeys and station managers to arrange
on-the-air plugs and contests geared to the
PH0T()PI,AY vSTUDIES
WAR AND PEACE
"Lust for Life" iMGMi and "War and
Peace" i Paramount i to each of 16,000 schools
and colleges in leading cities throughout the
country. The interest created thereby among
teachers provides excellent opportunity for
exhibitors to supply additional copies of the
Pliotoplay Studies for distribution to students,
thus bringing about a valuable relationship
between theatre and school.
Each of these booklets consists of 16 pages,
6x9 in size. The back page is left blank for
imprinting of theatre playdates. Complete
copies of "Lust for Life" and "War and
Peace" booklets appeared in BOXOFFICE,
issues of September 1 and September 8, respectively.
Many exhibitors use the Photoplay Studies
to stimulate group attendance of educational
theatre parties of teachers, students and
parents.
Seeing in this the means for cultivating
new patrons in a growing field with an already
large potential, BOXOFFICE has arranged
with Dr. Lewin to handle the publishing
and distribution of Photoplay Studies
thi-ough its affiliate, F>ublication Press, 4804
East Ninth St., Kansas City, Mo. The rates
are nominal and copies may be purchased
singly or in lots of 100 to 5,000 or more.
openings of the picture. The contests will last
between three to four weeks with prizes of
U. S. Savings Bonds, cash, record albums and
passes being awarded to writers of letters
describing a favorite recording of the film's
title song.
The feature will follow the current film at
the Victoria Theatre in New York.
Maxwell Anderson Film Chore
HOLLYWOOD — Playwright Maxwell
Anderson has been signed to pen the screen
adaptation of "From Amongst the Dead," a
French novel by Thomas Marcejac and Pierre
Boileau. Alfred Hitchcock will produce and
direct the James Stewart starrer for Paramount.
Make Going to Movies
An Event: Ricketson
KANSAS CITY—Theatres should be so
managed these days that moviegoing becomes
an event for the patron, F. H. Ricket-
.son, general manager of National Theatres,
told executives and managers of the Fox
Midwest circuit, a division of NT at a circuit
conference here.
"We must make the public realize that
when they attend our theatres, they are attending
an event. The service, comfort, and
glamor must be an integral part of the enjoyment
of showgoing," he declared.
He said that in the circuit's theatres where
this de luxe policy is being practiced, 90 per
cent of the evening's patronage is in by the
start of .the show.
Ricketson said there is a crying need for
new ideas. Bank nights. Audience Awards
and other stimulants were great ideas that
came from the men in the field, he declai'ed,
urging the circuit personnel to come up with
new ideas or new twists on old showmanship
ideas.
The changes through which the industry
is now going are the most important since
the advent of sound, he said. But, he pointed
out, other industries such as the wool, cigaret
and coal, have been given tough competition
and they have survived by meeting it
with new thinking, better merchandising and
improved techniques of operation. This improvement
of techniques must also come in
theatre management, he declared, and he
urged managers to develop a proper management
of time, so that the best possible
job could be done.
Admiral Wynkoop Elected
An RCA Vice-President
NEW YORK—Rear Admiral Thomas P.
Wynkoop, jr., has been elected vice-president
of commercial marine distribution of the
Radio Corp. of America. Since 1949 he has
been president of Radiomarine Corp. of
America, a wholly owned subsidiary which
was recently merged into RCA. He will be
responsible for the coordination of commercial
marine distribution activities throughout the
corporation.
Average Hourly Earnings
To Alltime High of $3.22
HOLLYWOOD—Average hourly earnings
in the motion picture studios hit an alltime
high of $3.22 in July, compared with
$3.17 in June and $2.97 a year prior, according
to the monthly labor statistics bulletin
of California's Department of Industrial Relations.
Weekly pay checks averaged $125.96
for 39.1 hours in July of this year, against
$124.22 for 39.2 hours in June.
To Play in The Matchmaker'
HOLLYWOOD—Anthony Perkins has been
paired with Shirley Booth in the Don Hartman
production of "The Matchmaker," based
on Thornton Wilder's Broadway vehicle. It
is scheduled to go into production immediately
following "Desire Under the Elms," another
Hartman picture in which Perkins is
costarred with Sophia Loren. Both films
are set for Paramount release.
18 BOXOFFICE :: September 15, 1956

li
The Hottest Box-Office Combination
on the Screen!
BURT LANCASTER
AVA GARDNER
MARK HELLINGER presents
V
EDMOND O'BRIEN -ALBERT DEKKER-SAM LEVENE
UNIVERSAL-
INTERNATIONAL
RE-RELEASE
.FOR
EXCLUSIVE
SHOWING
IN MOTION
PICTURE
THEATRES!
Screenplay by ANTHONY VEILLER • From the story by ERNEST HEMINGWAY
Produced by MARK HELLINGER «,^«^^2i''l^X«.« . .^
ROBERT SIODMAK
'ntemationa

—
. . French
—
^Mfd^Md ^cftont
Sale of Post-1948 Features
To TV Has 'Em Guessing
Evcivdiu' Minis Id \iv .it;itiil that it's going
to luippt'ii
but wlifii anil how is ciuiently the
Mibjec-t of more conjectiiro tlian wliat iniglit
lie the futui-e of the Suez Canal? The subject
of Hollywood's far from unimportant
guessing game concerns how soon the major
distributors of theatrical films will start selling
to television those features manufactured
subsequently to August 1948.
Already representatives of the studios boasting
membership in the Motion Picture Pioducers
Ass'n have had preliminary and unofficial
huddles on the matter. The one
most important question that must be determined
before such additional peddling of
celluloid to video can be definitely pursued
concerns what percentage of revenues derived
therefrom will be paid to the union workers
who had part in the making of the pictures.
Existing contracts between producers and
the various guilds—from the powerful Screen
Actors Guild all the way down the line
specify that the union organizations can
cancel their respective pacts if any post-
1948 pictures are sold for telecasting without
the unionites being cut in on a share of the
take. This applies to all craftsmen with the
exception of musicians, w'ho. and because of
contractual i^reements with the American
Federation of Musicians, receive five per cent
of all cash derived from TV sales.
The railbirds have been estimating amounts
ranging from that figui-e up to 25 per cent of
total sales prices as the amoimt that will
have to be split among union workers when
the more recent offerings find their way into
television. It has been assumed that when
studio brass again powwows to decide on what
the next steps must be, independent producers,
those not affiliated with MPAA, also
will sit in on the determining sessions. And,
for obvious reasons, the various guild and
union heads undoubtedly will also have some
strong views on the knotty problem.
Under the best of circumstances—and this
is the one point on which there is a unanimity
of opinion—many agreements and decisions
must be reached before features produced
after the deadline August 1948 date
can safely be offered for sale to the TV networks.
Literary Mart Looks Up
With Four Purchases
Hollywood's wailing wall was given a respite
after several sessions in which the scribblers
of screenfare, original or ultimate, assembled
to bemoan frail stanzas on Cinemania's story
market. Business was looking up with four
purchases.
Jerry Wald, who has been the mart's mainstay
during recent weeks while he's been
accumulating literary properties upon which
are to be built the 18 pictures he will produce
independently for 20th Century-Fox distribution,
acquired screen rights to "The
Hard-hats," a new novel by H. M. Newell,
and assigned James Edward Grant to write
the screenplay. The story, which concerns
tW'O construction men who build power dams
in various parts of the world, is .slated for
By
IVAN SPEAR
filming in Africa late this fall.
Twentieth-Fox also parted with some of
its own capital to purchase screen rights to
two novels— both naval yarns. "Brandy for
Heroes," based on the story by Harvey
Haislip, Capt., U. S. Navy (Ret.i. has been
added to the production slate of David Weisbart.
and is scheduled to roll next year in
Cinemascope 'iS. A novel by R. A. Rayner.
"The Enemy Below." which will be published
this fall, has been assigned to producer Dick
Powell. Earmai'ked as a future Readers'
Digest Book Club selection, it is the story
of a German submarine and an opposing
destroyer, which involves a character study of
their respective captains during the stalk
and inevitable encounter.
Another outfit to unlimber its bankroll
was Bel-Air Productions, which optioned
"Operation Sixty," an original screenplay by
Budd Ai'thu:' and James D. Gershman. The
Aubrey Schenck-Howard W. Koch organization
plans to put the film on their next
year's calendar for release through United
Artists.
MGM to Film The Vintage'
Completely in France
Some call it runaway productions, others
like to consider it a search for authenticity
of backgrounds and atmosphere. In either
event, the hands-across-the-sea filmmaking
kick was given still another boost with the
announcement that Metro-Goldwyn-Mayer's
"The Vintage" will be filmed in its entirety
in France. Producer Edwin H. Knopf has
concluded final arrangements for total
foreign production of the film starring Pier
Angeli, Mel Ferrer, John Kerr, Michele
Morgan and Leif Erickson. Currently on location
in Southern France, where director
Jeffrey Hayden began filming August 16, the
company was slated to return to the Culver
City lot the latter part of September for five
weeks of interior scenes. According to revamped
plans, production will move into an
as-yet-unannounced Paris studio for this
purpose.
Marsha Hunt Released
From 'Gambling Man'
Maybe because she learned that one can't
bet on red and black at the same time.
Marsha Hunt has concluded that she wants
no part of "Gambling Man." She had been
cast in a topline in the Bel-Air picture, which
will, of course, carry the United Artists label.
At the same time, she planned to carry on
in her starring role in "The Little Hut,"
currently playing a local legit theatre. But
the bicycling would be too tough, she decided:
and with the consent of Aubrey Schenck and
Howard W. Koch, Bel-Air owners, she has
deserted the cameras for the histrionic boards
. . . In Universal-International's "Night
Passage," Dorothy Malone and Elaine
Stewart have been inked for the two femme
leads opposite James Stewart and Audie
Murphy; while Dan Duryea was cast in the
role of a murderous outlaw in the vehicle
which James Neilson is directing for producer
Aaron Rosenberg . actress
Martine Carol and Van Johnson will be
teamed romantically in "Action of the Tiger,"
which is slated for lensing in England and
Spain. Based upon the novel by James
Williard, the film will be directed by Terrence
Young, produced by Kenneth Harper for
Claridge Film Productions, Ltd., and released
Veda Ann
by Metro-Goldwyn-Maycr . . .
Borg has been set for a role in MGM's "The
Wings of Eagles," starring John Wayne, Dan
Dailey and Maureen O'Hara. She will portray
the friend of Miss O'Hara in the film directed
by John Ford and produced by Charles
Schnee . . . The feminine lead in U-I's "Man
Afraid" has been awarded to Phyllis Thaxter,
who will essay the role of Tim Hovey's
mother. George Nader will costar as Tim's
father in the melodrama which Gordon Kay
is producing with Harry Keller megging.
County Tax Assessors Delay
Release of *80 Days'
Michael Todd's widely ballyhooed. stratospherically
budgeted masterpiece—he says
may have some difficulty in getting off the
ground for its trip of "Around the World in
80 Days." As was previously reported, impresario
Todd some weeks ago filed suit in
Superior Court, claiming as illegal the tax
bite of $93,000 which the Los Angeles County
tax assessor had levied against the feature's
negative. Todd's case is predicated upon the
claim that very little of "Days" was filmed
in L. A. County and that the complete negative
was never within the jurisdiction of
local assessors.
Now the taxation bulldogs have ordered
"technical seizure" of the negative which
currently is being processed at Technicolor,
and the tint firm has been notified by county
officials not to release the print until notified
that the claim has been paid. Notices posted
in the office of the tax collector set an October
18 deadline for payment.
Toung Joshua' Scheduled
On Collier Young Slate
Inasmuch as Cecil B. DeMille's "The Ten
Commandments" is undoubtedly the biggest
thing looming on the industry's horizon, it is
to be expected that pictures of Biblical
content will be given consideration, and
possible production, by others of the filmmaking
fraternity. First evidence thereof
comes in an announcement that Collier
Young plans to produce on a multi-million
dollar budget "Young Joshua," based on an
original story by New York television writer
Peter Barry. Associated with Young in the
project w'ill be a New York real estate
financier, Walter H. Cohen, who will be making
his entry in the motion picture field as
backer of the Young venture. The producer
says he will visit Israel and Spanish Morocco
early in 1957 to scout locations for the production
which he plans to put before the
cameras in the fall of 1957. No release has
been determined.
Ed'ward Dukoff Affiliates
With Hecht-Lancaster
Continuing its announced plan to snatch
available manpower of proven ability and
background, the Hecht-Lancaster Companies
has added to its executive staff Edward
Dukoff, for many years associated with
Danny Kaye as personal manager. For the
past year Dukoff functioned as a partner
with the Schlesinger Organization in South
Africa in African Productions, a television
producing firm, an interest which he will
retain in his present post.
20 BOXOFFICE :: September 15, 1956

1 XIIIBIT '"A"* FROM
EXHIBITION!
TOGO.
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-From slatistics compiled by Ihcalre malingers for Nalional Thcalrci'
Research Deparlmeni inlcrviewing persons ( whose age brackets ranged
from 16 to 20 years) away from the theatre in order to secure opinions
from non-theatre goers as well as from regular movie patrons.
TRAILERS BUILD BOXOFFICE
SERVICE
Of mt mousntr
nnnonflL \Jp>uzi aatr e
/

BETWEEN THE LINES
By AL STEEN
Max Cohen's Observations
y^E WERE about to delve into a dish of
cliocolate ice cream in Dinty Moore's
the other day when we spotted Max A.
Cohen and Tom Connors at a table across
the room. Tom. a former distribution topper,
and Max, lon^-time circuit operator,
now are partners in a drive-in down by the
Miami shore . . . not Rube Shor. If that's
a joke, make the most of it. Well, we
ambled over to say hello at the risk of
finding ice cream soup when we got back
to our table. Inasmuch as Max, who was
leaving for Europe, has been active in exhibitor
association affairs—and that includes
the old MPTOA. Allied and ITOA—
for many years, we framed a couple of
"state-of-the-industry" questions for him.
And he didn't have to take time out to
frame the answers.
P^rst. we asked him whether he thought
the distributors would comply with Allied
president Rube Shor's request for a roundtable
conference. Said Max: "Why should
they? There's nothing that could be accomplished
at such a meeting that could
not be accomplished by an arbitration system.
All the kinks and problems that we
have could be solved by arbitration, but
Rube and the Allied boys have thrown a
monkey wrench in the machinery."
Well, them was pretty strong words. So
we asked him for his opinion of the last
arbitration draft. And then Max really
went to town and made a startling statement.
Said he:
"That draft contained more benefits for
the exhibitors than they are entitled to
under present production-distribution conditions.
And. please, don't tliink that I'm
a distributor lover. If there was any such
thought, the distributors would be the first
to dispel it. But an opportunity to achieve
harmony was pre.sented on a silver platter
and Allied kicked over the platter."
Cohen said he agreed with Paramount
president Barney Balaban, who, in his reply
to Shor for a conference, said that many
exhibitors had failed to recognize that the
problems of the industry affect distribution
and production as much as they do exhibition.
Cohen said that he doubted if the distributors
would have sold their backlog to
television, if divorcement hadn't made them
get rid of their theatres. He added that
Allied, which had fought for the outlawing
of block-booking, was the first to squawk
about the dearth of product which has resulted.
He contended that Hollywood was
not making fewer pictures because it
wanted to, but because of casting problems.
The exhibitors want stars and the top stars
are controlled by a couple of talent agencies
which can dictate. He said that he had
heard of a recent case where a producer
wanted a certain star for a good story
property. The star wanted 75 per cent of
the profits. The producer then switched
to another star, who, although not available
for a year, could be had on more
reasonable terms.
This star system could be scrapped, if the
exhibitors could get together. Max contended.
But, he concluded, "We'll never
be able to do anything until we have a
united industry—or at least one big exhibitor
organization to represent us all."
"Will that ever happen?" we asked.
"No." said Max.
Nostalgic Note
JJIS NAME is Vincent Marinelli and in
1914 lie operated a picture theatre in
Cleveland for a short time, and in 1915-16
he had a theatre "somewhere betwen 89th
and 103rd streets" in New York. He can't
remember the exact spot. In 1918, he went
into another line of business and moved
to Mexico City.
Anyway, he was a seat companion on an
Eastern Airliner to Boston, and when he
saw us reading a copy of BOXOFFICE hot
off the press, he asked us if it were a motion
picture trade publication. "The biggest
and best," we replied. lAdvt.) That's
when he told us about his early career as
an exhibitor. He has been out of touch
with the industry, he said, since 1917. He
admitted to being 79 years old.
Mr. Marinelli asked what the industry
was like today. We reeled off expressions
such as aspect ratios. Cinerama, stereophonic
sound, sliding scales, overages, 70-
30-10, arbitration, saturation bookings and
COMPO. It was Mr. Marinelli's first trip
to the U. S. since 1927 and he was both
confused and intrigued.
We won't try to quote him exactly, but
his observations went something like this:
"I remember the day we raised admission
prices. It used to be five cents to
everybody. Then five cents to children and
ten cents to adults. Finally, ten cents to
everybody. There was almost a revolution.
In those days we used to give a five-reel
feature, maybe a Keystone comedy with
cops falling all over themselves and the
patrons dying from laughter, a one-reel
comedy and a Pathe News. The rental
for the film was pretty close to $20.
"At first we used to change the program
every day. then twice a week and, when I
quit the business, every week. We never
knew who the president of any company
was. We only knew the salesmen. And those
boys used to really have to sell, 'ifou tell
about
me each company now makes only
20 pictures a year. They used to make at
least 52 and sometimes as many as 70.
With that kind of competition, you had to
comb the film peddlers out of your hair.
"I don't understand all this stuff about
aspect ratios, stereophonic sound and
Cinemascope. In my day, we needed only
a projector, a screen and a flock of seats.
In my first theatre, the machine operator
used to also sweep out, tack up the posters
and keep the furnace going during the
winter. But he got good pay—$21 a week."
We were sorry when we felt the plane's
wheels touch the runway of the Boston
airport. We would like to have heard
more. It must have been fun to operate a
theatre in his day.
Malty Fox and Latex
Close TV Spot Deal
NEW yORK—The C&C Inlernational Television
Corp., headed by Matthew M. Fox,
has sign«d a contract with the International
Latex Corp. to deliver TV spots in 100 markets
in the U. S.
Walter S. Mack, president of C&C Super
Corp., said its TV subsidiary will receive a
minimum of $4,000,000 annually for five years
for a total of $20,000,000 for the spots.
Fox said that in addition to the $20,000,000
involved, C&C will share in Latex's gross
receipts from .sales of products over the same
five-year period based on various percentages
of sales. Latex has estimated the additional
amount at $25,000,000.
Fox reported that leasing of the film library
bought from RKO had brought additional
contracts totaling $6,000,000. The library
comprised approximately 742 features
and some shorts. It was purchased early In
the year.
Fox also reported the appointment of Mort
Siegel, former RKO executive, as vice-president
of the TV subsidiary. He will concentrate
on distribution and sales of the foreign
theatrical and TV rights of the RKO library.
C&C calls the package "Movietime USA."
Westinghouse, Cro.sley, Storer Broadcasting,
Triangle Stations and others have contracted
for it domestically.
Freeman to Be Chairman
Of Nat'l Bible Week
NEW YORK—Y. Frank Freeman, vicepresident
in charge of production for Paramount
Pictures, will be special chairman for
the motion picture industry for the observance
of the 16th annual National Bible
Week, October 15 through 21.
Freeman, together with Harold H. Anderson,
editor of Publisher's Syndicate, Chicago,
and Donald McGannon, president of Westinghouse
Broadcasting Co.. Pittsburgh, will
act in a policy consultant basis on behalf
of the campaign representing the press and
communications fields. George Peck is chairman
of the Layman's National Committee,
sponsors of the all-faiths event, and Melvin
H. Baker, chairman of the board of the National
Gypsum Co. and a vice-president of
the U. S. Chamber of Commerce, is national
chairman of the event.
This year's theme, "The Bible—Timeless
and Eternal," will help set the stage for the
opening of Cecil B. DeMille's "The Ten
Commandments" in November.
New AA Planning Assures
Stronger Exploitation
NEW YORK—Allied Artists will allow
plenty of time between the completion of
one of its film and its release to insure a
successful exploitation campaign. Walter
Mirisch, executive producer, said the policy
has been decided on at a time when the
company has its most important program of
pictures in its history either completed or in
production.
Currently there are eight of a backlog of
20 whose release and exploitation are in the
planning stage. The first, to be released in
November, will be "Friendly Persuasion,"
William Wyler production in De Luxe Color,
starring Gary Cooper, Dorothy McGuire and
Marjorie Main.
22 BOXOFFICE :: September 15, 1956

JOHNSTON LOOKS BACK OVER II YEARS AS MPAA CHIEF
Top Problems Today, He Says, Are TV Competition, Keeping Foreign Markets Open
By AL STEEN
NEW YORK—On Monday (17) Eric
Johnston will observe his 11th anniversary
as president of the
Motion Picturr ITT ^^ATi^y.':^
Ass'n of America. Ii
was on Sept. 17, 194o
that Johnston took
over the reins of
what was then
known as the Motion
Picture Producers
and Distributors
of America
and stepped into
the post which had
been held by the
late Will Hays since Eric Johnston
1922.
NO PREVIOUS CONTACTS
Prior to the time he was approached to
head the association, Johnston had had
no direct contact with the industry. However,
he said in New York last week, he
had become greatly impressed by the influence
of films and this became doubly
accentuated during a trip to Russia in
November 1944, while on a mission for the
United States Chamber of Commerce of
which he was president. He found that the
Russian people were extremely interested
in American life and that their only
knowledge of it came through the medium
of the motion picture.
Not long after he returned from that
mission, the first feelers went out to see
if he was interested in succeeding Hays.
Oddly enough. Johnston said, it was Hays,
himself, who first approached him. Hays
said he was planning to retire. But there
was no direct offer made to Johnston.
Then a group of association executives
talked to him and this was followed by
another meeting with Hays. Months
passed before he received any official,
concrete proposition to head up the association.
After lengthy negotiations, a deal was
made and Johnston officially became
AA Picture to Tell Story
Of Acid-Blinded Writer
NEW YORK—Allied Artists will produce a
feature on the life of Victor Riesel, newspaper
labor columnist, who was blinded when a thug
threw acid in his face. The thug charged
with the attack was afterwards murdered by
the underworld and there have been arrests
in connection with the case, which have
attracted national attention.
Riesel was present at a tradepress interview
at AA headquarters Monday (10). With
him was Milton Krims, who returned to
Hollywood the next day to write the script
and be associate producer. Richard Heermance
will produce. The picture will be made
in black-and-white for early release next
year. The director and cast will be chosen
when the script is complete. The budget wiU
also be decided on then.
Riesel will have final approval of the script
with the understanding that he will not
president on that September date. However,
because of his commitments with
the U. S. Chamber of Commerce and his
active participation in the then current
labor-management conferences in Washington.
Johnston had to divide his attention
between the a-ssociation and other
enterprises until the early part of 1946.
Johnston said here last week that his
first important job for the association
was a "lu-Iu." It was up to him to seek
a settlement of the studio strike which
had originated at Warner Bros, and spread
to other lots. The studios were closed and
there was a deadlock between labor and
management. It was, in reality, a Jurisdictional
fight but that didn't help matters.
"I was tied up with conferences In
Washington and couldn't get to the coast
immediately," Johnston said. "When I
did get there, some of the studio executives
didn't agree with my proposed
method of settling the walkout. They said
I was too idealistic, but they gave me
carte blanche."
SETTLED STRIKE IN 30 DAYS
The strike was settled in 30 days and
Johnston was being hailed for his efforts.
However, a short time later the strike was
on again and, according to Johnston, "I
was just about the most unpopular man in
Hollywood."
The American Federation of Labor convention
was going on in Miami and Johnston
appealed to John L. Lewis to intervene.
Lewis didn't act immediately, Johnston
said, but ultimately he contacted William
Hutchinson, head of the carpenters'
union, who was duck-hunting in Michigan.
The conversations resulted in the final
end to the work stoppage. And that was
Johnston's initiation into the industry.
Asked what he considered the greatest
accomplishment of his 11 years in office,
Johnston said he believed it to be the
progress made in the foreign field. However,
he stre.ssed that the credit should
go to all concerned—the managers in the
arbitrarily reject one. The contract provides
for a cash payment to him of $25,000,
a deferred payment of $20,000 for a total of
$45,000 and 20 per cent of the profits. He
will receive an additional $5,000 if a national
magazine prints an article about him—the
Saturday Evening Post is about to do so
and another $5,000 if a book is published
about him. The theory behind the additional
payments is that the publicity will add greatly
to the drawing power of the picture.
Exteriors will be shot here and interiors in
Hollywood.
Release for Screen Art
NEW YORK— Screen Art Sales Co. will distribute
"Welcome Mister Marshall." a
Spanish-made feature which won three International
prizes at the Cannes Film Festival,
in the U. S. The picture has been dubbed into
English. Produced by Uninci, the picture
spoofs the Marshall Aid plan.
foreign centers and the heads of the foreign
departments of the companies who
have worked so hard to keep the foreign
markets open.
Johnston said that when he first became
president of the MPAA, the Industry
had only one repre.sentatlve abroad—Fayette
Allport. Today, the Motion Picture
Export Ass'n has offices throughout the
world. Whereas In 1946, only two per
cent of the a-s.soclatlon's revenue went for
foreign operations, 65 per cent now goes
to maintain and expand the foreign outlets
for U. S. product.
And what are the big problems ahead?
Johnston said there were two in his estimation.
Keeping the foreign market open
and the effect of television on the industry.
MANY PROBLEMS TO MEET
As to the former, Johnston said the U. S.
industry had to cope with the shortage of
hard currency, native production, protection
of the native industries and general
restrictions. These are problems that
have to be faced in order to keep $200,-
000,000 rolling in from the overseas markets,
he said. Today, 40 per cent of the
total revenue of the American companies
comes from outside of the United States,
he pointed out.
Television. Johnston continued, poses a
problem both here and abroad. There is
no firm pattern as yet to meet the situation,
but he said he was sure a solution
ultimately would come.
Johnston plans to go to Europe in October,
first visiting the free countries on
association affairs and then going into
some of the Iron Curtain countries in
November. At first, he will seek to negotiate
for product distribution only in
Poland and Czechoslovakia.
Johnston is starting his 12th year as the
MPAA president with a firmer conviction
than ever that motion pictures are still
the public's greatest entertainment medium
and the most powerful in cementing international
relationships.
Weaver Resigns From NBC;
Three New Officers Named
NEW YORK—Sylvester L. "Pat" Weaver
has resigned as board chairman of the National
Broadcasting Co., a wholly owned subsidiary
of Radio Corp. of America. He had
occupied the post only nine months. The
resignation was announced by Robert W.
Samoff. NBC president. Weaver will make
known his plans later. He has long been
prominent In television as an "Idea man."
He pioneered the 90-mlnute "spectaculars."
Four executive vice-president posts have
been created by NBC. Thomas A. McAvity has
been assigned to TV network programs and
sales. Charles R. Denny to operations, John M.
Clifford to administration and David C.
Adams to corporate relations. All will report
to Sarnoff, as will three other vice-presidents.
They are Kenneth W. Bilby, public relations:
Emanuel Sacks, staff, and Joseph V.
Heffernan, staff.
BOXOFFICE :: September 15, 1956 23

LETTERS
ADVERTISING FOR SUB-RUNS
luive just read Frank Plumlcc's staleineiil
I
recarding distributors participating in small
town and sub-run advertising and I hasten to
add my "amen." I can't, for the life of me,
understand why distributors can't see the
many reasons why they should do this.
1 > They should be just as interested in helping
the little fellow sell their product as they
are in helping the big fellow. Whenever
General Motors, Ford or Chrysler put on a
campaign they want the little fellow in it as
much as the big fellow, becau.se they are all
.selling the same things—cars. What's the
difference, we're all selling tickets?
The same advertising aids are available to
the little corner store selling Luckies and
Camels as are available to the big chain
drug stores. The same goes for the sale of
Campbell Soup. Duz, lawn mowers or hot
dogs. The only difference is that most of
this material is given to the dealers, if they
will only use it, wlijle we have to buy and pay
for all that we get and, too often, cannot
even .secure material we want and need.
21 We aie out to sell the industry and
should sell it from the top to the bottom.
Why .should we make so much noise when a
picture first comes out and then taper off so
quickly? Is that why the public forgets it
and the gro.sses drop? Why should the distributor
spend so much money selling the
picture to the exhibitor through the various
trade papers and mailing pieces and then
leave him stranded? The picture is just as
good later as it wa.s when it came out and,
actually, we know more about the public's
reaction to the various angles and it should
be easier to .sell. The point is. we should
continue to sell it. Sure, it takes a different
type of selling for small towns and "nabes,"
nevertheless, the distributor should participate
in the selling and not make the small
guy "shift for himself."
3) Actually the distributor would find, in
the long run, that it would pay him to join
in on these campaigns, as in the end he
would get more money. Why do I think so?
I don't just think so, I know so—and I'll
prove it.
Where does the exhibitor put most of his
advertising pressure now? On his big flats,
where he can make a profit, or in the places
where the distributor participates in the advertising
budget. Witness the fabulous
gi-osses that have been done on "Mom and
Dad," "Street Corner." etc. Why? Were they
any better than a dozen other pictures of the
same ilk? No—perhaps worse. The answer
is in the outstanding campaigns they received.
Ask any exhibitor who has gone through
one of these campaigns and he w-ill tell you
he does from three to five times normal business.
Sure, he spends five to ten times his
normal advertising budget, because the whole
campaign is laid out for him as a package
DRIVE-IN THEATRE DIRECTIONAL LIGHTS
A light for every purpose . . . controls troffic . . .
' * -
assists potroi --
DRIVE-IN THEATRE MFG. CO.
ileal and \\v lia.s m llir l)aik ot Ills mind
"this doesn't cost me aiiytliinu, it comes out
of the gross before the percentage is figured."
Ask any exhibitor how long before playing
one of the.se special attractions, and how long
since playing one, it has been that he has
put on a campaign that in any way approaches
it and he will give you tlie answer.
It is a year or two, or maybe three, depending
on how long since he has had such an
attraction.
Now it wouldn't be necessary for the distributor
to go hog wild in allocating this advertising
money. It could .start as low as $5.00
or $10.00 on small situations and range up to
$100.00 where the gro.ssing possibilities warranted.
Tliink of how many times an exhibitor
would go for that extra eight or ten
inches of space, that extra thousand heralds,
that hundred window cards or a few radio
spots, which he would not do if strictly "on
his own." The thought that "it comes off
the top" goes a long way even if he forgets
that, in the long run, he is paying 50 to 75
per cent of it.
In the final analysis, with as many pictures
whicli play on sliding scale or with splits or
reversion figures, think of how many times
an extra $25.00 or $50.00 or $100.00 gross would
put the distributor in a higher percentage
bracket. This would make it a cinch for him
to come out on the small investment in a
little extra advertising. His share is practically
always the smaller portion of the percentage
in the .small towns and sub-runs.
Then, when it is all over, think of the
goodwill that remains with the exhibitor
when he realizes that he is not entirely "on
his own" and the distributor is not his partner
in the receipts but also in the selling of
the picture.
Think it over, boys, and before you continue
to say "No." remember that IF THERE
IS A WILL. THERE IS A WAY.
BEVERLY MILLER
President. Allied Independent Theatre
Owners of Kansas & Missouri, Inc.
Kansas City, Mo.
IN APPRECIATION
To Ben Shlyen:
Mr. C. G. Lord shared with me a reprint of
the article concerning the Arthur H. Cole
event at our Camp Santosage which was published
in the August 18 issue of BOXOFFICE.
This is a wonderful article and we appreciate
so much the interest that you and members
of the Motion Pictiu'e Ass'n of Greater Kansas
City have taken in this particular project.
I regret very much that I was unable to attend
the event when the cabin was dedicated
and contributed to the "Y." As I hope Mr.
Lord told you, I had another meeting that
day which I could not change. We at the
Y.M.C.A. want you to know how gi-ateful we
are for the helpful contribution that the
members of your industry have made to this
camp project. We are happy that you saw fit
to honor Arthur H. Cole. He certainly is a
man who merits this kind of recognition, and
I know it was appreciated by him.
These cabins are truly living monuments
to the spirit of Mr. Cole and the late Sam
Abend. They are an important asset to our
camp program. The fact, too, that your industry
contributes money eacli year from
CALENDARaiEVENTS

II
Paramount Lists 22
Films for 1956-57
NEW YORX—Piuamuunt has 22 features
either completed or in various stages of production
and preparation, all of them in Vista-
Vision. Fourteen of the 22 are in Technicolor.
Leading the list are: "War and Peace."
"The Vagabond King," "The Mountain,"
"Hollywood or Bust" and "Three Violent
People," all in Technicolor, and "The Search
for Bridey Murphy," all six either current or
set for release in 1956.
Others completed are: Cecil B. DeMille's
"The Ten Commandments," Hal Wallis' "The
Rainmaker." "Funny Face," "The Loves of
Omar Khayyam" and "Gunfight at OK Corral,"
all of them in Technicolor, and "The
Lonely Man," "The Buster Keaton Story" and
"The Jim Piersall Story," in black-and-white.
Three films in production are: "Beau
James," m Technicoloi-. starring Bob Hope
as Mayor James J. Walker, and Paul Douglas,
Vera Miles and Alexis Smith: "Plamenca,"
being filmed on location in Spain in Technicolor,
starring Richard Kiley and the Spanish
actress. Carmen Sevilla, and "The Delicate
Delinquent," Jerry Lewis' first solo starring
film in Technicolor, with Martha Hyer and
Dairen McGavin.
Five features to start production within
the next few months are: "The Joker Is
Wild." the film biography of Joe E. Lewis,
staiTing Frank Sinatra; "The Tin Star," a
Perlberg-Seaton production starring Henry
Fonda and Anthony Perkins; "Teacher's Pet,"
another Perlberg-Seaton production starring
Clark Gable; "From Amongst the Dead." Alfred
Hitchcock's next Technicolor picture,
starring James Stewart, and "The Red
Nichols Story," to be made in Technicolor,
with Danny Kaye in the title role.
J. E. Robin to Market
Japanese Rectifier
EAST ORANGE, N. J.—J. E. Robin, Inc.,
manufacturers of motor-generators, rectifiers
and various booth equipment for many years,
has been appointed exclusive American representative
of the Projection Rectifier, built
by San.sha Electric Mfg. Co., Ltd. of Osaka,
Japan. The product will be marketed as the
Robin Tru-Arc Stedyfier. The Robin company
will function as a factory branch with sufficient
spare parts to insure prompt service
and replacement if required.
More than 230 of these units have been
acquired for theatres of tlie U. S. armed
forces in the Far East, according to Emil A.
Kern, president of J. E. Robin, Inc.
Heavy Stock Response
NEW YORK—Warner Bros, stockholders,
in response to the company's invitation, have
tendered approximately 627,000 shares for
approximately $17,586,000. The company reported
that all stock validly tendered was
purchased and that payment would be mailed
by the weekend.
Japanese Stop Sale
Of Old Films to TV
NEW YORK—Japanese producers have discontinued
the sale of their old films to television.
The decision became effective the
first of the month by common agreement,
according to Yoshihiko Tamura, foreign manager
of the Daiei Co. of Tokyo, now visiting
the U. S. He said that TV coiuslituted a
serious threat to the motion picture busine.ss.
The public is buying sets at the rate of 10,000
a month, he said.
The recent success enjoyed by a number
of Japanese films in the U. S. has inspired
Japanese companies to .set an annual target
of $2,000,000 in revenue from the U. S. market,
Tamura said. As a means toward that end,
they are turning to widescreen processes, he
said. Daiei will receive its first VistaVision
camera within a few weeks and start shooting
with it immedately, he said. He predicted
that the first Japanese film in VistaVLsion
will be completed before the end of the year.
While here, Tamura is supervising the
dubbing of "Seven Wonders of the World."
Cinerama film, into Japanese.
"Carib Gold' Premiere Set
KEY WEST, FLA.—The world premiere of
"Carib Gold" will be staged in this city Sunday
(30) at two theatres. Produced entirely
in Key West by Splendora Film Co.. the film
stars Ethel Waters. Coley Wallace. Peter
Dawson and William Hill.

7iJ€(A^m^ft

!
Aldrich Backs Italy
In Festival Dispute
NEW YORK—Each country has the right
to "set the rules" for its fihii festivals, Robert
Aldrich. producer-director of "Attack!"
said Tuesday ill) on his return from the
Venice Film Festival where the United Artists
release won the ItaUan Film Writers
Union award.
Aldrich was critical of the Motion Picture
Export Ass'n for its decision not to participate.
The MPEA declined paiticipation when
the Italians insisted on selecting all films to
be shown. Previously each country had been
permitted to make its own selections.
"The Italians had the right to make their
own selections if they chose," Aldi-ich said. "No
one had the right to impose selections on
them if they wanted to handle it in their
own way. Tliese festivals have tremendous
publicity advantages. When it is a question
between pride and profits, it is about time
that pride disappeared."
Aldrich said he believed two difficult years
lay ahead for the Italians because of their
stand, but that ultimately they will "come
out on top." He praised French participation
highly, both as to quality of films and attendance,
and attributed it to "wonderful organization."
He said they did a fine job of
public relations without "any sour grapes."
Democrats Pick Wagner
In Albany Palace Session
ALBANY—Fabian's Palace wrote a newchapter
in its 25-year history Monday, when
the Democratic state convention was held
there to select New York Mayor Robert F.
Wagner as candidate for U. S. senator, and
to hear speeches by Wagner; Adlai Stevenson,
Democratic presidential candidate; Senator
Estes Kefauver, Stevenson's ruiming
mate, and Gov. AvereU Harriman.
The 3,660-seat theatre, holding a capacity
audience of 2,200 delegates and alternates,
plus members of the public who had been invited
to attend via a marquee announcement
and newspaper advertising, presented an unusual
spectacle. Flags, bunting and political
signs were hung in the outer and inner lobby,
in the auditorium and on the giant stage. Retiring
Senator Herbert H. Lehman placed
Mayor Wagner in nomination.
Jim Blackburn, Palace stage manager, supervised
a crew of 22 stage workers and projectionists.
Additionally, WRGB-TV, Schenectady,
which made the TV pickup with its
mobile unit, had crews on the scene. Manager
Bill With and assistant John Gottuso
supervised the physical operation of the theatre.
The convention ran from 4 to 8 p.m.
Revised Building Code
Seen a Liberation
ALBANY—Modernizing and streamlining
the regulations on exits, construction, lighting,
heating and sanitation in theatres and
other places of public assembly in New York,
the proposed revised code 36, on which the
board of standards and appeals will hold
public hearings September 17 to 20 in New
York City, Albany, Rochester and Buffalo
represents a "liberalization of requirements
without sacrificing any of the safety features."
This is the description given by the board,
of wliich William S. Maxwell is chairman.
Industry people who have examined the revised
code and compared it with the one in
effect since May 1, 1949, agree with the
board.
The revision was undertaken to replace the
mass of proposed amendments which had accumulated
since the present code became effective.
Many of the old rules have been
retained. Numerous others have been altered.
When the revision was started, 53 interpretations
found necessary for proper enforcement
of the code had been published. The
revised code makes 47 of them unnecessary.
The remainder are guides for the enforcement
agencies.
The biggest change is the abandonment of
the old scheme which divided code 36 into
two parts, one for existing places of public
assembly and the other for new ones. The
revised code collects all the requirements
which are common to every place of public
assembly into parts 1 and 2. For these, the
reader finds in one place all the rules of
general application applying to any building—such
as capacity, door specifications,
width of exitways, stairways, heating and
lighting. Part 3 contains special rules needed
for particular occupancies, such as theatres,
assembly halls, tents and the like.
The old text contained 177 cross references.
The new one has only 37 sections referring to
others in the code.
Among changes are a discarding of the
classification of "Minor Theatres," small motion
picture houses. The present code defines
a "major motion picture theatre" as one having
a stage and a capacity of more than 600.
In the old rule, this type of place was covered
separately, with a special set of construction
regulations.
To code experts there seemed to be no reason
for special rules applying to small motion
picture theatres, and none for small theatres
with stages. If certain rules apply only to
larger places, in the revised code, they are so
designated in the context.
One important change provides that where
alterations are made to a theatre or other
building, only the alterations shall be governed
by the rules for new structures. The
present code provides that if any alterations
to existing places increases their capacity,
the entire place shall be brought into compliance
with the rules of part 2 for new buildings.
Instead of the old requirement for fireproof
construction of assembly halls with a capacity
exceeding 600. the new code provides such
places be of fire-resisting construction, if
under 1,000 capacity.
A two, rather than a two-and-a-half hour
fire-resistance rating would be required for
the bottoms and tops of enclosures in fireproof
buildings. An incombustible hood over
an exterior stairway, now required, is eliminated
in the revised code.
The stipulation that screens and screen
structures be of incombustible materials is
discarded. Provisions for the use, handling
and storage of film are relaxed, where cellulose
acetate or safety stock is employed.
State Schedules Hearings
On Public Assembly Code
NEW YORK—The first of four public hearings
on a new draft of state regulations covering
persons in places of public assembly.
including theatres, will be held here at 10
a.m. Monday (17) in room 2512, 270 Broadway.
Hearings will follow on consecutive days in
room 1802, 11 North Pearl St., Albany; 155
West Main St., Rochester, and the State
Office Bldg., Buffalo.
West Pa. Allied to Meet
In Pittsburgh Oct. 1. 2
PITTSBURGH—The Allied Motion Picture
Theatre Owners of Western Pennsylvania
will hold its 34th annual convention
at the Roosevelt Hotel here October 1, 2.
Harry Hendel, general chairman for the
convention, said that high on the discussion
agenda will be a forum for planning ways
and means of curing the boxoffice slump.
Also, said Hendel, positive action plans will
be made to secure relief from the Pennsylvania
city, township and borough admissions
taxes.
E^fc/^i^
JfS.
THEY PLANNED WOMEN'S PROGRAM—Theatre Owners of .\nierica distaffers
complete arrangements for recreation at special session with TO.\ officials. Seated
(left to right) : Mrs. Thelma Mundo, Mrs. Doris Fabian, Mary Becker and Mrs. Florence
Miller. Standing: Abe J. Piatt, convention coordinator; Mrs. Harriet Reade, Philip
F. Harling, director of convention finances; Mrs. Claire Harling. .Mrs. Helen Yellin,
Mrs. Helene Rosen, Claude C. Mundo, assistant to the president, and Joseph G. Alterman,
assistant secretary. Other members of the committee are Mrs. Jeanne Alterman,
Mrs. Norma Fabian Jacobson and Mrs. Hilda Levy.
BOXOFFICE :: September 15, 1956
27

• 1
. .
World—Game
4
'
—
—
—
.
—
—
—
Holy Days, Back-to-School Affect
B'way First Runs; 'Society Big
NEW YORK—The combination of the film at the Globe before it will be closed for
Jewish holidays, and the return to schools by reconversion to leKilimate shows, and "Walk
the younger theatregoers resulted in a slight the Proud Land," the final new picture at
business slump in the Broadway first runs the RKO Palace before it, too, reverts to
although the big long rim hits, such as "Bus leRitimate bookinRs— the Judy Garland stage
Stop," "High Society" and "War and Peace," show— late in September.
suffered less than the others. "High Society" again led the field with a
Doing fair business were the only three new strong fifth week at the Radio City Music
films—"Back From Eternity" at the Victoria; Hall, where it is expected to pass the $1,-
"Satellite in the Sky." which will be the final 000,000 gross mark before it closes. "Bus
Slop" had an excellent holdover week at the
~
Roxy and "War and Peace" again did well
_ _ for a third week at the Capitol, where the
Thoy add up to length of the film necessitates only four
-
#» shows daily on weekdays.
J
I 1I«, . I i*t . Also continuing to good business were
"Moby Dick," in its tenth week at both the
i\t)TlUh
UZA*K/i U^/^HA
iMfAltT
Criterion on Broadway and the east side
"
Sutton, and "Seven Wonders of the World,"
^^- good pictures stm very strong in its 22nd week of two-aday
at the Warner Theatre.
The other two-
^^- comfortable temperatures a-day fUm. -Oklahoma!- is in its last weeks
r ,n i- at the Rivoli. where it will close October 3
^^- "home-comfort seating after a SO-week run. "Away AU Boats" and
1 _
"Autumn Leaves" closed good runs after four
I
I
anO IntOrnatlOnal ^^^ ^^^ w'eeks. respectively, at Loew's State
. ^ . and the Astor theatres, where they were
•©••tei' SeafS succeeded by "Beyond a Reasonable Doubt"
give your and "Tlie Bad Seed." "The Vagabond King"
opened at the Paramount after two weeks for
patrons
..rpj^g
Ambassador's Daughter."
"^^^ ^'^^ houses continued to prosper, parthat
"home-"
ticularly "Private's Progress," in its seventh
comfort" big week at the Guild; "Rififi," in its 14th
strong week at the Fine Arts, "La Strada," in
relaxation its eighth smash week at the Trans-Lux
52nd Street, and "Secrets of the Reef," in its
seventh week at the Baronet.
i u3
(Average Is 100)
Astor Autumn Leaves (Col), 6th wk 110
w/i ,„„*;„„ rotontinn vniir Baronet Secrets of the Reef (Cont'l), 7th wk...l35
When seating or reseating your
capitoi—wor and Peace (Para), 3rd wk 175
theater with Internationals, you win cntenon—Moby Dick (wb), loth wk 115
» II / „ ,„,»c Fine Arts— Rififi iUMPO), 15th wk 130
two ways — in lower installation costs
55, j, st — Buiifigiit (Jonus), 10th wk 115
because Internationals are factory
^^^^zlf^X V.'sUh^'iS^A^: 7^h Zt ! ! ! : iisS
assembled and save time and labor Little Camegie—Cash on Delivery (RKO), 2nd wk.. 1 15
, .
^^ k^^^Mco nil Loews State—Away AH Boots (U-l), 4th wk 110
— and in maintenance because all-
Mayfair— Lisbon (Rep), 2nd wk 105
steel construction, hingeleSS seat SUS- Normand.e—The
issue, 2nd wk
Petrified Forest (Dominant), re-
, 1 . "I 1 u
pension and completely interchange- paiace woik the Proud Land (U-i), plus vaudeable
seats and backs require less
po^amount-The Ambassador's Daughter' Yua)',""
'"°'"*^"°"^^-
Pa?rs-P"a'pa, Mama/ the Maid- end l' (Col); ^nd'"
For complete information about Interp,
*',_^mgm Cartoon' Festivoi,- 2nd- wk.: ; : ! : ! ! ! I2S
national theater seats, write, wire or Radio City Music hoii— High Society (MGM), plus
I
, stage show, 5th wk 55
phone —
Rivoli Oklahoma! (Magna), 48th wk. of two-ain
New York . . .
Roxy—Bus 'stop"(2bth-Fox),"prus' ice 'revue', '2nd
•Doc" Faigeor "Barney" Sholtz,
suttn-Moby Dick'.'wB). "lo'th wk'.: : : : ! : : : ! : ! : mS
Norpat Sales, Inc., Trans-Lux 52nd St. Lo Stroda (Trans-Lux), 8th
1 1 3 West 42nd St., Vl^tono—Back From ' Eternity ^Rko)'. '.'.'.'.'.'.'.'.'.^30
Phone: BRyant 9-5055 Wamer—Seven Wonders of the World (5W), 22nd
I
wk of two-a-day oU
in Baltimore of Love (Times), One Summer of
.
_ Happiness (Times), revivols, 7th wk 100
Jack Douses,
202 West Fayette St.,
Phoner BRoadwoy 6-5369
"Arm' and "Seed' Strong
As Baltimore Holdovers
or—
^^^ >—
C I ,^^ -^^Vt^V^ /^ 4^i /A-V^ /^ I
BALTIMORE—Two films-both holdovers
—tied for the lead in local boxoffice activity.
Ill Irl llll llllllll I The Bad Seed and The Man With the
llVV\/9 P WVVW-V-V P VWl^
Golden Arm," each in its second week,
grossed 150 per cent.
^F/\ I
^^'* '
^
Century- Bus Stop (20th-Fox), 2nd wk 100
DIVISION OF "'Trd Vk^"^ '""* ""'' '""*'*"' ".'"'^.'''': 90
"'.'
UNION CITY BODY COMPANY, INC., ^il-^ ''^2:^!::^^l°\TJoTir'.^.^''': V.v:.^
Ilklinkl /-ITV IkiniAklA Hippodrome High Society (MGM), 3rd wk 95
UNION CITY, INDIANA Little House of Rlcordi (Monson) 90
.\T AA PKEVIKW—Morey It. Goldstein
(tenter), vice-president and general
sales manager of Allied Artists with
George Battle (left) and Schuyler Battle
of Goldman Theatres, Philadelphia, at
Allied Artists' sneak preview of William
Wyler's "Friendly Persuasion" Tuesday
(4) at the KKO 86th Street Theatre in
New York. The film, which stars Gary
Cooper, Dorothy McGuire and Marjorie
Main in De Luxe Color, will have its
world premiere at Radio City Music Hall
soon.
Moyfair-Away All Boats (U-l), 6th wk 80
New—The Mon With the Golden Arm (UA),
2nd wk 150
Ployhouse The Doctors (Kingsley) 110
Stanley—The Bod Seed (WB), 2nd wk 150
Town The Vagabond King (Para) 85
'Ambassador's' Grosses IGO
To Pace Buffalo Runs
BUFFALO — "The Ambassador's Daughter"
tacked up a 160 at Shea's Buffalo, while "Bus
Stop" held up well in its second stanza at
the Paramount, reaching 125.
Buffalo The Ambossador's Doughter (UA) 160
Center The Bod Seed ( WB), 3rd wk 115
Century Oklohomo! (Mogno), 4th wk Very Good
Cmemo The Eddy Duchin Story (Col), 7th d.t. wk. 105
Lafayette Davy Crockett and the River Pirotes
(BV) 95
Paramount—Bus Stop (20th-Fox), 2nd wk 125
'Seed' and 'Bus Stop'
Cheer at Pittsburgh
PITTSBURGH—"The Bad Seed" gave the
Stanley Theatre another hit and this exciting
picture was continued on view. The Harris
had a winner, too, in "Bus Stop," another
holdover offering.
Fulton Away All Boats (U-l), 2nd wk 115
Harris Bus Stop (20th-Fox) 1 30
Penn High Society (MGM), 3rd wk 100
Stanley—The Bod Seed (WB) 160
Prudential Sues Majors
And Century Circuit
NEW YORK—Prudential Theatres, operators
of the Smithtovvn Theatre, Smithtown,
Long Island, has filed a $1,800,000 antitrust
suit in the Federal District Court against the
eight major distributors and Century circuit.
It is claimed that the Huntington and
Shore theatres of Century have been allowed
unreasonable runs and clearances.
28

. . Bob
. . The
. . Kallet
. . Schine's
. , The
ALBANY
T have paid my COMPO dues and I urge
every exhibitor to do likewise," commented
Harry Lamont, operator of five
drive-ins and an indoor theatre. He pointed
out that "COMPO's recent tax victory—the
10 per cent levy elimination on tickets up to
90 cents— will save the industry $50,000,000.
Surely an organization which can achieve
such results deserves complete exhibitor cooperation"
Coyne, special counsel
.
for COMPO, wrote Lamont. that he would
visit Albany soon.
.
Jack Goldberg, MGM manager, recalled
that he first came to Albany as salesman on
the Labor Day weekend of 1929; that Ramon
Novarro was then starring in "The Pagan"
at the late Chris Buckley's Leland. The picture,
W'hich had no sound except in several
songs by Novarro, drew so well that Buckley
held it for a second week. "He packed them
in," to quote Goldberg Theatres
.
of Oneida not only closed its summer situations
at Woodridge, Woodbourne and Loch
Sheldrake in the Catskills, but also the Rex
at Bolton Landing on Lake George in the
Adirondacks Schine circuit, which
recently relighted the Strand in Hudson Palls,
was reported considering the reopening of
the Hippodrome in Gloversville and the
Palace in Oneonta. Its ace Gloversville house,
the Glove, remains in operation, as well as
the Oneonta in Oneonta.
Everett C. "Cy" Seymour sr., theatre sign
painter and artist, died in St. Peter's Hospital
at the age of 62. He worked for years
in the sign shop of the old Warner Theatres
upstate zone headquarters. When that was
discontinued, Seymour joined Francis Downey,
another Warner artist, in The Best Displays,
servicing local theatres. Among his
paintings was a series of Albany murals in a
now-closed restaurant a half block below the
Strand. Sui'vivors include an 87-year-old
Paul La Vigne,
father, living in California . . .
former assistant shipper for Warner Bros.,
is now assistant manager of the Ritz. He
served as an usher in the Strand at one time.
Fall prospects are excellent, by reason of
fine product, Fabian Division Manager Elias
Schlenger commented— "Releases are stronger
than they were a year ago" . Stanley
Warner Strand, Albany, and Johnny Capano's
State, Troy, were marked among new targets
for fake bomb tips by a prankster or pranksters.
Telephone calls to this effect were received
at both theatres—the one at the State,
in the evening. All reported calls have been
made in a man's voice . . . Stopping at the
Ten Eyck were Mr. and Mrs. Neil Hellman,
Mr. and Mrs. Alan V. Iselin and Mr. and Mrs.
Leon Einhorn. Einhorn, who designed the
Saratoga Drive-In for Hellman at Latham in
1941, is now working on a large outdoor-indoor
theatre for the Prudential circuit at
Plainvlew new Hicksville, L. I.
Fabian's Plaza, Schenectady, has been advertising
"Get Your Key in Our Giant Treasure
Chest Hunt. Many Prizes." Lou Rapp
manages the first run . Strand
in Hudson Falls reopened September 6 with
two U-I older releases . . . "High Society" reportedly
grossed more in the 1,000-seat Kallet
Uptown, Utica, the first week than "I'll Cry
Tomorrow" did in the 2.700-seat Stanley, the
latter, at $1 top . . . while the Carman, Turnpike,
Riverside and Auto-Vision drive-ins,
all in a 20-mile radius of Albany, have been
staging Thursday Buck nights, automobilers
like the Dix at Hudson Falls and Au.sl'.s
Open-Air at South Glens Falls, the Northside
and the Black River at Watertown offer
midweek bargain evenings at $1.30 a car.
Assemblyman Harold I. Tyler, who operates
the Delphia Theatre, a furniture store and a
funeral business at Chitenango, attended the
meeting of the Republican state committee
in the Sheraton-Ten Eyck Hotel Monday
when Jacob K. Javits was nominated as
GOP candidate for the U. S. Senate . . . Senator
Fred G. Moritt of Brooklyn, friend of
the motion picture industry and counsel for
two companies releasing independent product,
attended the Democratic state convention
the same day in the Palace Theatre.
Joel Levy Ends 27-Year
Service With Loew's
NEW YORK—Joel Levy retired Pi-iday (7)
after 27 years of film buying and booking for
the out-of-town houses of Loew's Theatres.
Prior to 1929 he was eight years with the
Wilmer & Vincent circuit as manager, district
manager, publicity director and buyerbooker
for its Virginia houses.
Levy's career in the industry has been a
varied one. He has also been a film salesman
for Universal-International and Pathe
in Philadelphia, branch manager of the Philadelphia
exchanges of World Film and Boxoffice
Attractions and editor of the motion
pictm'e section of the old Philadelphia Telegraph.
He is a member of the Motion Picture
Pioneers.
Deceit in 'Seed' Ads on Sex,
Albany Editorial Claims
ALBANY— An editorial in the Evangelist,
official weekly publication of the Albany
Catholic Diocese, criticizes the radio announcements
and newspaper advertisements
for "The Bad Seed." The editorial declared
"every stress is used to .suggest that the plot
is concerned with sultry sex situations—which
is not the case."
"All too frequently this procedure is
adopted. By these slyly deceptive ads the
movie industry violates its own voluntary advertising
code: by these dishonest tactics it
affronts the vast number of movie fans who
seek healthful recreation, education and entertainment,
not the contamination of crime
and vice. Intelligent protests should be made
to local theatre managements and to the
office of the advertising code. Motion Picture
Ass'n, 28 West 44th St., New York City."
The editorial claimed that "unscrupulous
producers, grasping for quick and easy profits
seem to have as their chief stock in trade
the glorification of vice in all its crudities.
Their over-emphasis on sex implies that the
American moviegoers are all possessed of
barnyard mentality and obsessed with the
Freudian libido."
New Syracuse Drive-In Co.
ALBANY—The Lakeshore Drive-In Theatre
Co. of Liverpool w^as recently formed to
conduct business at SjTacuse, with authorized
capital stock of $150,000, $100 par value,
by Samuel P. and Tillie Slotnick, 109 Crawford
Ave., and Herbert Slotnick, 410 Brickford
Rd.. Syracuse.
CAPITOL MOTION
PICTURE SUPPLY CORP.
630 Ninth Avenue New York City
Your
THEATRE EQUIPMENT DISTRIBUTOR
In
New York
WELCOMES ALL T.O.A. AND
TESMA MEMBERS
BOXOFFICE :: September 15, 1956 29

BROADWAY
1"
conferences, especially in
The Globe Theatre on Broadway will pass
w
"Written on the Wind."
* * * Fi-ances Hyland,
from Han-y Brandt to Cy Feuer and Ernest Another British movie and TV star, William former Republic press book editor, has been
Martin on Monday (17). While Feuer and Russell got in from London September 10 to helping out at TOA headquarters where there
Martin will operate the house as a legitimate make a personal appearance tour in connection
with his "The Adventures of Sir Lance-
have been feverish convention preparations
showcase, the actual owners are William
for several weeks. Her term of service ended
Zeckendorf and Roger L. Stevens. Pictures lot," which will start on NBC-TV September Wednesday (12). She says exhibition fascinates
her and that she'd like to buy or man-
wUl be shown for a while until refurbishing 24. * * * Stanley Donen, director of "Funny
is completed. The Globe opened in January Face" for Paramount, got in from Paris
age a theatre. * * * "Freddie" Eidelsberg, assistant
to Charles McCarthy, COMPO infor-
1910. with "The Old Town" as the first attraction
and continued to house stage shows on the forthcoming picturization of "Pajama mation director, has returned from an ex-
September 11 to huddle with Fred Brisson
until 1932 when the musical, "The Cat and Game" for Warner Bros.—the musical is
the Fiddle," was the finale under that policy. still current on Broadway. ' * Charles tended vacation in Europe. * * * Herman
F. Finkelstein, general attorney for ASCAP, has
September 29.
connection with
Vetter jr., vice-president of Amalgamated
Productions, also got in from London, where
his third feature, "The Crooked Sky," with
American stars Wayne Morris and Karin
•THE first wave of Columbia's home office The Brandts took over in May of that year Booth, completed shooting. • • • Barbara
personnel will move to the company's new and have operated it as a first run and subsequent
run theatre ever since. • • • S. M. Reasonable Doubt," appeared in per.son in the
Nichols, who is featured in RKO's "Beyond a
headquarters next Friday (21 1. This will be
the advertising-publicity-exploitation contingent.
On the following Friday, the 28th, for Altec Service Corp. here, has been transgraph
photos for her fans. * • • Burl Ives and
Anderson, formerly merchandising manager lobby of Loew's State Thursday (13) to auto-
the rest of the departments will move to the ferred to Beverly Hills where he will .serve Sylvia Sidney were among the stars who
Fifth Avenue address. Shortly thereafter, it's as purchasing agent for Altec Lansing Corp. cheered Siobhan McKenna as "Saint Joan"
reported, there will be a housewarming. • • *
He started with Altec's predecessor. Electrical on opening night at the Phoenix Theatre
Bernie Kamber. Hecht-Lancaster's New York Research Products, Inc., in 1930 in the credit Wednesday il2)— it should be a good trailer
Hollywood for parleys with the department.
for Otto Preminger's forthcoming picture.
chief, is in
bosses. • • • Speaking of Hecht-Lancaster,
Ml
Edward Dukoff has joined the H-L organization.
For many years he was an associate of tainly be spelling out the names of film stars
The Broadway stage marquees wUl cer-
George J. Schaefer, veteran distribution executive,
is acquiring a feature-length documentary
shot in the interior of Russia and
Danny Kaye and for the last year has been in lights this fall—the latest signed being
a partner in South African Productions, TV Sydney Chaplin, who will play opposite Columbia's
Judy Holliday in the musical, "The may release it for theatrical release. * * •
producing firm of the Schlesingers. He will
retain his interest in the South African company.
Irving Greenfield, secretary of the same street where Rosalind Russell is
Bells Are Ringing," which will be playing on
Bob Wilby here from Atlanta for an AB-PT
board meeting. * * * Morgan Hudgins, MGM
* • •
studio publicist, was in-again, out-again. He
Loew's. Inc., is mourning the death of his starred in "Auntie Mame" and Fernando
brother Joseph. * * * Maurice "Red" Silverstein
is back from the coast. He's the liaison "Happy Hunting." • * Barry Sullivan, who
Lamas is starred opposite Ethel Merman
came in from Em-ope and headed straight for
in
the coast. * * Charles Martin, writer-producer-director
of RKO's "Death of a Scoundrel,"
is in New 'X'ork to help exploit his pic-
between MGM and its independent producers. just completed Allied Artists' "Dragoon Wells
• • • It's wedding bells for Martin Solomon, Massacre," is here for rehearsal of his Broadway
play, "Too Late the Phalarope," Linda
ture. • * • Waldemar Torres, Loew's publicity
son of Phil Solomon, vice-president of Blaine
Thompson and account executive on Warner Darnell is rehearsing the star role in "Harbor
manager in Brazil, was awarded first prize
in the company's worldwide competition for
Bros, pictures. He was married Saturday i8i Lights," Walter Pidgeon is rehearsing the title
the most original campaign on "InteiTupted
to Judith Ann Cutler at Temple Israel, HoUis, role in "The Happiest Millionaire," which
Melody."
• • *
L. I. John Houseman, who produced MGM will back; Eric Portman, British film
Jack Singer, former film trade
paper reporter, has joined American Broadcasting
Co. as a presentation writer.
"Lust for Life" for MGM, is in town for the star, arrived from London to repeat his stage
premiere of the picture at the Plaza on Monday
(17). Houseman spent the summer guid-
Esther Williams flew in from England, where
9
success. "Separate Tables," on Broadway and
ing the Shakespeare Festival at Stratford, she starred in her Aqua Spectacle, to do a
Dave Lipton, vice-president of Universal
Conn.
color TV spectacular of the show on NBC
Pictures, in town for two weeks of home office
been appointed head of copyright division of
the patent trade and copyright section
mark
of the American Bar Association. * * * Jack
Warner jr., executive in charge of Warner
Bros. TV commercial and industrial films
department.
HI NEIGHBOR!!
Is making a tour of east coast
advertising agencies. He's currently in New
York and later will visit Chicago, Minneapolis,
Detroit and other cities. * * * Another
Warner visitor—this one from Down Under—
RELAX
is Ben-y Greenberg, supervisor for Australasia,
India-Burma, Pakistan, Indonesia, Sing-
• • •
apore and Thailand. He'll be here for about
two weeks.
M>
LIVE A LITTLE
JOE HORNSTEIN, Inc.
Theatre Equipment Specialists
341 W. 44th ST., NEW YORK 273 W. FLAGLER, MIAMI
"SERVICE AFTER SALES"
"Oklahoma!" will bow out of the Rivoli
Theatre on October 3, lacking 10 days of
being a year's run. Up to and including
September 9, the gross was $1,673,675. Next
attraction at the theatre will be the second
Todd-AO picture, "Around the World In
80 Days." * • • And speaking of long runs,
"War and Peace" is expected to stay at the
Capitol well into 1957. It's not known what
the next picture at the Capitol will be. Maybe
it isn't made yet. * * • In tow^a from Atlanta
this week was W. Gordon Bradley, Paramount's
southeastern division manager. * * *
And so were MGM producers Marty Melchior
and Al Lewin. * » • A Canadian visitor was
Jack Labow, RKO's district manager in
Toronto.
30
BOXOFFICE :: September 15, 1956

. . Eddie
. surely . .
BUFFALO
•Phe Erlanger. disposed ol many moons ago
by the Dipson circuit to a Rochester
realty firm, reportedly is available for rent
to roadshow companies of Broadway plays.
Concerning the predicted imminent demolition
of the playhou.se, William Doyle, assigned
by the owners to oversee the Erlanger,
vows he has "no information whatever," "The
theatre is for rent as it says on the marquee,"
Doyle said. "If someone wants to install a
show there for a week or less or more, it
can be arranged."
Al Mar^olian, RKO exploiteer, was in working
on "The First Traveling Saleslady" and
"Great Day in the Morning," both coming
soon to the Paramount . Meade,
ad-publicity chief of Shea Theatres in Buffalo
and Niagara Falls, is vacationing at the
cabin in the Boston Valley hills which he
and Edward Miller, manager of the Buffalo
Paramount, jointly maintain.
Emery House, manager of the east coast
division of Eastman Kodak Co.'s motion picture
film department at Hollywood, spoke on
"Thirty Years of Cinematographic History"
at the September 14 meeting of the northeastern
section of the Society of Motion
Picture and Television Engineers.
The Palace in Rochester celebrated Navy
night recently when all active Navy personnel
in Kodak town and area were guests of the
management. Jay Golden, district RKO Theatres
manager, invited the Navy men to view
"Away All Boats" on the final day of the
run. The guests, in uniform, were admitted
upon presentation of identification cards
and each was invited to bring a guest. The
theatre got a lot of publicity in the local
press on the stunt.
The Courier- Express recently published a
nostalgic story on the famous old orchestra
at Shea's Buffalo during the exciting days
of the spectacular Publix revues and the
days when the Shea flagship played all the
big bands, famous stai's and put on overtures
with famed soloists. Shea's Buffalo
opened Sept. 16, 1926.
Weekly Prizes to Reade
Men; New District Heads
NEWARK - Managers of tlu'CC Walter
Reade theatres received cash and savings
bonds awards for the fourth week of the
Edwin "Pete" Gage drive. Julie Stern of the
Paramount in Asbury Park won first prize
and Jack Pardes of the Atlantic Drive-ln in
Pleasantville, N. J., was second.
A sjjecial award in the form of a savings
bond was presented again to Mike Dor.so of
the Community Theatre, Kingston, N. Y., for
outstanding exploitation of "Pardners," and
"Autumn Leaves."
Managers of all the nearly 40 Reade theatres
in New York and New Jersey are participating
in the drive, which started July
31, and ends September 19. In addition to the
weekly prizes and special awards, there will
be a grand prize of $1,000.
President Walter Reade jr. announced the
creation of three new supervisory positions.
Mike Dorso will supervise the northern district,
including theatres in Kingston, Saratoga
Springs and Hudson, N. Y. The central
division, composed of Morristown, Plainfield,
Perth Amboy and Woodbridge, N. J., will be
under the direction of Paul Petersen, who
will headquarter at the Community Theatre
in Morristown. John Balmer, Asbm-y Park,
will supervise the New Jersey towns of Asbury
Park, Red Bank, Eatontown, Long
Branch and Freehold.
Tlie three district managers will be completely
responsible for all phases of theatre
operations within their jurisdiction, and they
in turn, will be responsible to Nicholas Shermerhorn,
vice-president in charge of theatre
operations. Schermerhorn will directly supervise
theatres in Ti-enton, Toms River, Atlantic
City and Absecon.
'Giant' to Open in NY
NEW YORK—"Giant," George Stevens'
production for Warner Bros, of the Edna
Ferber novel, will open October 10 at the
Roxy Theatre for the benefit of Muscular
Dystrophy Ass'n of America.
SYRACUSE
prce tickets to RKO Keith's were presented
to each blood donor at the regional blood
center here Thursday (6). Through arrangements
with WSYR and Sol Sorkin, Keiths
manager, the Red Cross was provided with
75 pairs of tickets to the theatre as a means
of encouraging blood donations.
A tie-in with the women's fashion pages
was done by Manager Sam Oilman of Loew's
State for the film, "The Ambassador's Daughter."
Christian Dior was the designer for the
film's fashions ... At the Paramount, "Bus
Stop" was held over for two weeks . . . Gus
Lampe, formerly of Syracuse, was scheduled
for a visit from the west coast to see his
parents, Mr. and Mrs. Frank Lampe.
In conjunction with the double feature,
"Hot Rod Girl" and "Girls in Prison," RKO
Keith's was sponsoring an essay contest for
youth. The subject was "How I Would Handle
the Juvenile Delinquency Problem." First
prize was to be a $25 U.S. savings bond, with
entries judged by Judge Leo Yehle of children's
court; Lt. Leon Burchard, director of
the youth bureau of the poUce department,
and Al Meltzer, WHEN disc jockey.
Special Preview Is Held
Of 'Bad Seed' at Astor
NEW YORK—A special preview of "The
Bad Seed." Warner Bros, film, was held early
Tuesday evening (11) at the Astor Theatre
with members of the cast and Invited celebrities
attending. The members of the cast Included
Henry Jones. Evel>Ti Varden and Joan
Croydon, who repeated their stage roles in
the film.
Others present were Bert and Mrs. Lahr,
Will Rogers jr.. Celeste Holm, Sam Levenson,
Walter Pidgeon, Dolores Del Rio, Lady Gray,
Betty Furness, Pamela Curran, Dr. Ida Bailey
Allen and J. Borden and Mrs. Milligan.
The film began its run the next morning.
Pepsodent Adds Contest
To Variety Golf Event
NEW YORK—The Pepsodent division of
Lever Brothers Co. will sponsor a special
hole-in-one golf contest as part of the
amusement industry's annual golf tournament
at the Vernon Hills Country Club, Tuckahoe,
N. Y., September 26. The event is sponsored
by the Variety Club of New York.
Each of the prominent industry golfers will
play the seventh hole (146 yards) with a
special yellow golf ball in the competition
called "I Wonder Where the Yellow Went,"
referring to Pepsodent's toothpaste jingle on
the air.
THIS IS
A
MOSQUITO !
he and his cousins
the GNATS and
EYE-MIDGES—pester
your patrons
KNOCK TM OFF
quickly ,
with
SWINGFOG'
I
!
easily
Protect your Boxofflce ond Concotslon Area builnest
by protacting your patroni ogolnst hot
weather peiH.
"Swinafog" peit killing ond weed destroying
equipment li NOW IN USE In Drlve-lni throughout
the country.
V.
For
nfori
Contact
THE FOG-AIR COMPANY
gton Avenue New York 17, N.
Phone: MUrroy Hill 7-1488
BOXOFFICE :: September 15, 1956 31

. . . Ted
. . Jack
. . The
-
. . The
. . Valley
. . Steve
. . Jim
. .
. . The
. . Milt
. . The
PITTSBURGH
Cam Navari of the Eastwood Tlieatre.
Frankstown Road, will return to Americn
with a bride. For years Sam planned a vacat.on
and tour of Italy and finally, several
months ago. he got started. Sam sailed to
the old homeland on the Andrea Doria. which
was sunk on its return voyage. Several weeks
ago he Informed his brother Rudolph that
he had met a very charmins woman and that
they would be married. He asked Rudy to
prepare the papers necessary for the entrance
of his bride to America. Sam and
Rudy have been in exhibition many years in
Verona and Penn Township. To Sam and
his bride, we extend best wishes for much
happiness and a long and prosperous life
together.
Bob Ruskin, former local film salesman
and now a New York attorney who is representing
area theatre owners in civil actions
against film distributors and other exhibitors
in antitrust cases, was a visitor from hLs
home in Flushing, N. Y. . . . Elmer Hasley,
East Pittsburgh indoor and Conneaut Lake
outdoor exhibitor, said that an electrical wiring
fire in the concession building at the
Lakeside Drive-In Theatre caused S8,000 damages.
He added that the fire in the early
morning, several weeks ago, could have been
much worse if there had been a draft. The
asbestos ce Ung saved the roof from burning
before firemen arrived on the scene. Sport
service took over operation of the Lakeside
concession about six weeks ago . Bud
Gilliams vacationed in New York.
. . .
20th-Fox trade screened "The Last Wagon"
Wednesday morning il2i . . . A recent visitor
was Jerry Wechslsr. former local film salesman
and manager, now WB head at Milwaukee.
He's after some of the prize money
The Burton
in the Roy Haines drive . . .
Holmes travelogs are set for five Wednesday
evenings at local Carnegie Hall, starting
November 7 . . Clem Williams of Williams
.
Film Co. will furnish South Heights
firemen. Ambridge area, with monthly motion
pictures in South Heights Gardens starting
in November, admission to be nominal
The Oaks Theatre, Oakmont, without
fanfare, unveiled a new, large seamless screen.
AU material is on hand, including decorations,
for the Roy Haines drive, and the WB
exchange building is bannered for the September
to December business contest. Jack
Kalmenson and his Pittsburgh organization
are members of the Strato Streaks in this
drive, which honors the well-liked local film
manager of 30 years ago. Roy Haines.
Rex Theatre, Curwensville, a Mid-State
circuit unit, will close September 30 . . . Joe
Wayne, UA salesman, enjoyed a weekend with
friends in Windsor, Canada . EUstrom.
Paramount; Rhea Aaronson, 20th-Fox. and
Pat Logue, Associated Theatres, reported they
had a happy weekend with friends in Erie
ToUey, MGM's veteran shipper, was
SAM FINEBERG |;
TOM McCLEARY i
JIM ALEXANDER I
84 Van Broom Street
"SmUf PITTSBURGH 19, PA. I
Phone Express 1-0777 f
Belief Than Evef How'^ Vou' Eomnment' ^
back on the Job after vacationing at Conneaut
. Casino, burlesque theatre
which had been dark since late last winter,
continued under repair to comply with fire
and safety regulations. The new reopening
date is September 21. Murray Shoib, manager,
says that old feature movies will be
programmed with the Casino burlesque. The
burlesque season at Youngstown started Friday
(7) at the Park Theatre, with admission
prices sliced.
George Callahan, who heads Exhibitors
Service Co. and Pittsburgh Film Service Co.,
stopped on Filmrow to discuss PFS taking
over the RKO shipping and inspection departments
Fi'iday (14i. For the present, these
departments are to remain as is at the RKO
building . . . "Madame Butterfly," booked
into the SW Squirrel Hill Theatre, was
screened for special opera fans at the Warner
screening room in the Clark building
Jack Kalmenson week, honoring the
. .
WB
.
manager, was the best recorded on Filmrow
in months or years.
John A. Blatt jr., son of Mr. and Mrs. John
"Jake" Blatt of Corry. and Janet Orcutt of
Corry were married there last month. John
jr. manages the two Blatt circuit outdoor
theatres at Williamsport .
Rodnok
jr.. Oakmont exhibitor, qualified with a 75
and was fourth among 100 golfers in the
Western Pennsylvania Amateur Golf tournament
staged at the Pittsburgh Field Club.
In recent weeks Steve won two tournaments,
the Variety and Alcoma championships .
Larry Katz, lATSE representative at Harrisburg,
came here to protest Teddy Cozza's
proposal to take Filmrow service employes
from lA Local B-11 into his teamsters' Local
211. Katz said it was a raid and that the lA
would go into court to prevent Cozza's action.
.
Mrs. Frank Panoplos. wife of the Clairton
exhibitor, is at home recuperating from a
recent heart attack. She has suffered four
attacks in the last 18 months C.
Naughton. National Carbon representative,
is his old self again after shaking off the
severe cold he contracted while attending
Dave Silverman. RKO manager, is busy with
the lATSE convention in Kansas City . . .
the Dan O'Shea drive which continues to
With the new Roseha Hospital
December 20 . . .
dedicated September 9. Harold C. Lund
has been appointed by Ray Scott, chief
barker of Variety Tent 1. as committee chairman
to recommend a new Variety charity
to the membership. The new project will be a
successful although it was given the biggest
free publicity advance ride in years . . . Pennsylvania
Supreme Court Justice Michael A.
Musmanno's "The Last Ten Days," a Columbia
release, has been booked in the SW Manor
Abe Beter, former
Theatre in Squirrel Hill . . .
Irwin exhibitor and now editor of the Westmoreland
Times-Observer, is turning out a
. lot of copy Theatre, Weedville,
is the fourth Mid-Slate circuit house to be
released by the Howard Thompson organization.
The Crocos, Mr. and Mrs., are now
cperating the Valley . and Ross Gibson.
Atlas Theatre Supply, returned from a
New England and Canadian motor vacation
. . . As.sociatod circuit executives report the
Charge-a-Movie plan has been successful
to this time Charles (SW) Comars
prepared for a vacation in New York.
Charles Dortic, film salesman here, "let out"
of Columbia Pictures service, was hired by
Warners and assigned to Jimmy Abrose,
Cincinnati branch manager . SW
Squirrel Hill Theatre will switch from free
coffee in the lobby to free Japanese tea
when "Madame Butterfly" opens there . .
.
Dr. Jean Anne Blatt, daughter of Mrs.
Julia Blatt of Mount Lebanon, and Dr. Francis
McGuire of Baden, attached to Allegheny
General Hospital, were married September 8
in St. Bernard's Church. The bride, whose
late father was the beloved Bill Blatt, theatre
circuit executive, recently completed her
residency at Mercy Hospital and she will take
additional training at Woodville, state mental
institution.
. . . Joe
Mercer Square Theatre, Greenville, dark
for three months, has reopened
Mazzei, Millvale exhibitor, says he will not
relay his carpet in the Grant Theatre at this
time. He had ju.st had it cleaned following
flood damage when the more recent flood of
some weeks ago again damaged it. Water
covered his seats to "K" row but he was only
closed four days.
Baltimore Civic, Air Men
Plan 'Unknown' Opening
BALTIMORE—Civic
and Air Force leaders
met at city hall to plan the world premiere
of "Toward the Unknown." Toluca production
for Warner Bros, release, and the personal
appearance of star William Holden at the
Stanley Theatre September 25. Attending
were Rodney Collier, manager of the Stanley
Theatre, a representative of Warner
Bros, advertising, publicity and field exploitation
staffs. Mayor Thomas D'AIesandro jr.,
William Ewald of the Retail Merchants
Bureau and Air Force officers and recruiting
i-epresentatives.
Super 29 Drive-In Near
Fairfax, Va., Set to Open
FAIRFAX, VA.—Harry Aikens and Ovila
Panneton arranged to open their new 580-
car Super 29 Drive-In this weekend. Delays
in getting electric service has held up the
children's charity of some nature. Lund, opening for several weeks. Only 580 car spaces
director of Westinghouse televi.'non and radio have been completed but the plans call for
broadcasting here, who started his career additional ramps during the winter so as to
in the film industry in this city, will accept increase the capacity to 884 by spring. The
suggestions to October 1.
capacity can eventually be increased to 1,400.
Ted and Elmer Brient prepared the plans
Charlotte Salisbury, MGM inspector, was
and the engineering and supplied the RCA
back on the job after vacationing with her
equipment for the new theatre.
parents in Houston . . . Variety's big show at
Syria Mosque September 9 was not very
WANT TO SELL OR LEASE |

. . Salesman
. . Gray
. .
WASHINGTON
Joseph P. Morgan, 76, pioneer motion picture
theatre operator, died last week (5) in Doctors
Hospital after a
long illness. In 1907
Morgan opened the
Scenic in Georgetown,
with folding
chairs bought from
an undertaker. Later
he opened the Pi-incess
at 12th and H streets,
NE. As an a.ssociate
of the late Han-y
Crandall, he helped to
develop the Crandall
chain of theatres
which extended into
Joseph Morgan every section of Washington,
Baltimore, Frederick and Martinsburg.
W. Va. When the Crandall chain was sold to
Warner Theatres, Morgan went into the real
estate business. He was a member of the
Variety Club and the Holy Name Society.
Burial was held in Arlington cemetery.
Spyros Skouras, 20th-Fox president, was
here . John O'Leary won the
gold watch raffled off by the Colosseum .
Bea Judkins, 20th-Fox cashier's department,
was in General Hospital after being stricken
with polio . . . The WOMPI monthly luncheon
in the Commodore Hotel featured movies
taken at the national convention in New
Orleans last year by Mrs. Clara Lust.
^^r^/ll^
Vincent lorio, manager of the Translux
Theatre, announced the closing of the Little
Theatre, one of Washington's art houses, at
the close of business September 7. The theatre
originally was owned by Mrs. Louise
Noonan Miller, later sold to the Roth Enterpriser
and most recently was acquired by the
Translux Corp.
Alexandra Tolstoy, daughter of the author,
Leo Tolstoy, was here to meet the drama
critics and representatives of the press, radio
and television. The 72-year-old former
countess is touring the country in advance of
"War and Peace," which will open at Loew's
Capitol September 26 . . . Earle Westbrooke.
Norfolk city manager for Fabian Theatres,
was on a vacation in Florida . Barker,
Joe Walderman. Sam Mellits and Tom Halligan
were Filmrow visitors . . . Birthday greetings
to Frank Boucher.
Marie Windsor will play a character lead
In RKO's "The Lady and the Prowler."
RCA

I the
^(Mct

NEWS AND VIEWS THE PRODUCTION CENTER
iUoUyioood Office— S\Lite 219 at 6404 Hollyivood Blvd.. Ivan Spear, Western Manager)
Two Former Officials
Sued by Four Star Co.
HOLLYWOOD—Legal action involving half
a million dollars was instigated Tuesday (11
by Four Star Films, Inc., in the Santa Monica
superior court against Don W. Sharpe, Warren
Lewis and Sharpe-Lewis Pi'oductions.
Sharpe formerly was president of Four Star
and Lewis was producer. The suit asks for an
injunction to prevent the newly formed
Sharpe-Lewis Productions from filming any
of the DuPont Cavalcade Theatre television
programs.
Four Star Films contends that Sharpe,
while employed by it, violated his obligations
of faithfulness, trust and confidence, and
secretly conspired and agreed with Lewis to
seize for themselves a corporate business opportunity
belonging to Four Star.
The action was stimulated by the recent
announcement that Shai'pe-Lewis Productions
have been retained to make 16 new Cavalcade
Theatre films.
Hugh M. MacMullan has been signed by
RKO as production supervisor on the industrial
film reports to be started shortly on
a continuing basis for Aerojet-General Corp.
During World War II, he served as a lieutenant
commander in the Navy and was engaged
in the tj-pe of work for which he has
been inked by RKO. Additionally, he has a
wide background in the motion picture and
allied industries, in such capacities as writerproducer
for Cascade Pictures, story department
head, a director in the legitimate theatre
and a lecturer in the theatre arts department
of UCLA.
Screen Gems, Inc.. has signed Arthur Hiller
to a two-year, multiple-picture directorial
contract. Hiller will begin his assignment
at the helm of "Black Jim Hawk," the John
Derek starrer which will be produced for the
Ford Theatre telefilm series. The director,
experienced in both live and filmed television,
was formerly associated with the
National Broadcasting Company.
Adds Joe Brenner Associates
HOLLYWOOD—Herbert Kaufman, president
of Associated Producers, has added Joe
Brenner Associates, New York, to its national
distribution network.
AWARD TO DISNEY—Walt Disney
receives the Golden Milie Medallion from
Mrs. Bowden D. Ward, national president
of the American Legion Auxiliary. The
award was in behalf of Disneyland, ABC-
TV network show as "the best program
for youth on television." Presentation to
Disney was made at the 36th annual
convention of the Auxiliary at the Statler
Hotel. More than 1,000,000 women in
the Auxiliary were polled.
New Medal to Irv Rapper
HOLLYWOOD—Irving Rapper who received
a gold medal from Mexico for his
direction of "The Corn Is Green," is scheduled
to receive another from President Adolfo
Ruiz Cortines for his direction of "The
Brave One," a King Bros, production filmed
entirely in Mexico for RKO release. The
presentation will be made next month at
the picture's Mexico City charity premiere
in the Palacio del Bellas Artes.
To Star in 'Paul Jones'
HOLLYWOOD—Samuel Bronston, independent
producer, has signed Richard Basehart
for the title role in "John Paul Jones,"
which will be released through Warner Bros.
The biofilm of the Revolutionary War hero
and "father of the U. S. Navy" will be filmed
in color and widescreen under the direction
of William Dieterle.
Out of 'Night Passage'
HOLLYWOOD—Because of
U-Ts inability
to provide Dorothy Malone with her contractual
billing, the actress will not appear,
as announced, in the studio's James Stewart-
Audie Murphy staiTer "Night Passage." As
yet, no replacement has been signed.
Horace McMahon Signed
HOLLYWOOD—Horace McMahon has been To Compose 'Babies' Music
inked to portray the police lieutenant in HOLLYWOOD — Max Steiner has been
Jerry Lewis' York production, "The Delicate signed to compose the music for and to score
Delinquent," in VistaVision for Paramount.
RKO's "The Day They Gave Babies Away."
Friars Club to Honor
Jack Benny at Dinner
HOLLYWOOD—The Friars Club will to.ss
a testimonial dinner for Jack Benny in the
Beverly Hilton's grand ballroom October 20,
was announced by Barry Mirkin. chairman
it
of the dinner committee. Proceeds of the
$100-a-plate affair will go to the Los Angeles
County Heart Ass'n to be used for research.
George Jessel, abbott emeritus of the
Friars, has called on all Benny's friends in
the entertainment field to "show they have
a heart" by attending the event. More than
$1,000,000 for various charities has already
been raised by the Friars, according to board
chairman Ronald Reagan.
Arthur W. Stebbins and Jules James will
act with Mirkin as executive coordinators of
the testimonial dinner.
Y. Frank Freeman, Paramount vice-president
in charge of studio operations and Motion
Picture Producers Ass'n chairman, and
George Murphy, MGM studio public relations
dii-ector, were invited to participate with
40 leaders in American business life, scheduled
to meet Tuesday Ul) at the White House
with President Eisenhower, Secretary of State
Dulles and other government officials to discuss
a program for promoting world understanding
and friendship.
Still another honor has been bestowed upon
Paramount's Y. Frank Freeman, who has accepted
the invitation of George Peck, chairman
of the Layman's National Committee, to
act as the honorary special chairman of the
motion picture industry for the forthcoming
16th annual all-faiths National Bible Week
observance October 15-21.
Together with Harold H. Anderson, editor
of Publisher's Syndicate, Chicago, who will
act as honorary chairman of the press, and
Donald McGannon, president of Westinghouse
Broadcasting Co.. who represents the
communications field. Freeman will act in
a policy consultant basis on behalf of the
all-faiths observance.
Radio phone interviews were taped by
Mervyn LeRoy with 16 commentators across
the nation to plug his latest Warner Bros.
picture, "The Bad Seed." The producerdirector
spoke via long distance telephone to
Portland. Ore.: Baltimore, Richmond, 'Va.;
Boston; Cleveland; Philadelphia: Harrisburg.
Pa.; St. Louis: Kansas City, Mo.
and Albany, N. Y., where the picture is currently
playing. He plans to do further phone
interviews for "The Bad Seed" and for "Toward
the Unknown," which he produced and
directed for William Holden's Toluca Productions.
BOXOFFICE :: September 15. 1956 35

Za^ecutUte.
East: T\ventleth Century-Fox product um
chief Buddy Adler and studio music director
Alfred Newman pinned to London to meet
with director Anatole Litvak anent editing
and scoring of "Anastasia."
West: William Dozler, RKO vice-president
In charge of production, returned to the
studio following New York conferences with
Sidney Lumet and Ruth and Augustus Goetz,
director and writers, respectively, on "Stage
Struck," which RKO has scheduled for filming
in Gotham in January.
East: Jack Warner jr., executive in charge
of Warner Bros. TV commercial and industrial
films department, planed to New' York
for an extended visit to east coast advertising
agencies. Following his stay in Manhattan,
he plans to spend several weeks touring
Chicago, Minneapolis, Detroit and other key
cities, acquainting agencies with WB facilities
and selecting an eastern representative
for the new dapartment.
East: Samuel Goldwyn jr. left for New-
York to discuss distribution of "The Sharkfighters"
with William J. Heineman of UA.
The producer also planned to confer with
James Mulvey and Robert Mochrie who will
handle sales representation for "Sharkfighters."
East: Charles Martin flew to New York to
aid in the exploitation campaign on RKO's
"Death of a Scoundrel," which he wrote,
directed and produced. A number of interviews
have been set up for Martin, who will
also be present for special showings of the
George Sanders-Yvonne deCarlo-Zsa Zsa
Gabor starrer to various industry executives.
East: Also bound for Gotham was William
Holden, who planned to make appearances in
connection with "Toward the Unknown," hLs
first Toluca production for Warner Bros., in
which he also stars.
East: Producer Frederick Brisson went to
New York for pre-production conferences
with George Abbott on the film version of
"The Pajama Game," which is slated for
filming in November at Warner Bros, studio.
West: Director Robert Rossen returned to
the 20th-Fox studio following three weeks in
the British West Indies, where he scouted
locations for Darryl F. Zanuck's indie, "Island
in the Sun," which he'll meg.
East: Allied Artists Vice-President Harold
J. Mirisch planed to New York for conferences
with Morey Goldstein, general sales
manager, and other home office toppers in
mapping exploitation of William Wyler's
"Friendly Persuasion."
West: After a two-month vacation in Europe,
William Wyler. producer-director of
AA's "Friendly Persuasion," returned to the
studio to discuss sales and promotion plans.
East' Dimitri Tiomkin, who composed and
conducted th'. music for "Friendly Persuasion,"
is scheduled to leave October 1 on a
tour of key cities to ballyhoo the film, which
^ncioeieAA.
will make iUs bow late in October at New
York's Music Hall.
East: Carl Dudley, who heads the production
company bearing his name, and his
chief film editor Norman Suffern flew to
London to supervise cutting of the "Big
Search" negative at Technicolor. Ltd.
West: Following a month's vacation in
Italy, Director Stanley Donen returned to
Paramount studio for a few days, then departed
for New York where he planned to
confer with producer Frederick Bris.son,
George Abbott and choreographer Robert
Fo.sse on "Tlie Pajama Game," which Donen
will direct for Warner Bros.
« • *
West: Jack Dagel. head of Warner Bros,
interests in Japan, arrived at the studio for
conferences and to view the forthcoming
product.
West: Berry Greenberg, Warners Australia-
Far East division manager, checked into the
Burbank lot for parleys with studio brass and
to screen forthcoming WB releases.
West: Producer Lew Kerner returned from
meetings in New York with United Artists
executives on plans for his forthcoming
picture "Studs Lonigan." Prior to his stopover
in Gotham, he had been in London and
Paris endeavoring to cast the film.
West: Dick Hinfeld, vice-president of National
Pictures, returned from five weeks on
the road opening "Mohawk," a 20th Century-
Fox release, and checked into California
BLUE RIBBON ACROSS THE SEA—It
took a bit of jolly old time for his plaque
—and the photographer—to catch up
with Yul Brynner. That's because he's
in Merrie England where he's portraying
a role in the currently shooting "Anastasia."
The BOXOFFICE Blue Ribbon
kudos, which the trouper displays, was
awarded him when the National Screen
Council voted 20th Century-Fox's "The
King and I" to be the best picture released
during July.
Studios for the production start on Edward
Alperson's "The Restless Breed."
East: Frank King planed to New York to
finalize releasing arrangements with RKO
toppers for the King Brothers' production,
"The Brave One."
East: Roger Lewis, head of UA advertisingpublicity-exploitation,
returned to New York
following huddles with producers distributing
through UA, and with Robert Blumofe,
UA veepee, and Leon Roth, publicity liaison.
West: Dii'ector Raoul Walsh returned from
New York to resume preparation on Warner
Bros.' "Band of Angels." While in the east,
he interviewed players for principal roles.
West: C. V. Whitney, president of C. V.
Whitney Pictures, arrived from New York for
huddles with Merian C, Cooper, vice-president
in charge of production. Slated for discussion
were products in the American series, including:
"The Searchers," "Grass," "Chang,"
"The American," "The Missouri Traveler" and
"The Valiant Virginians."
East: Jules White, head of Columbia's
short subjects department, is scheduled to
fly to New York for conferences with home
office executives anent the company's upcoming
program of shorts.
East: David A. Lipton, Uriiversal veepee,
was scheduled to leave for Gotham for
conferences on "Written on the Wind." While
there, he plans to attend the annual convention
of the Theatre Owners of America, starting
Thursday (20 >.
East: Producer WUliam P. Broidy planned
to fly to New York on business, and upon his
return will resume preparation of "The Last
Mission," hLs next for Allied Artists release.
Anna Perrot Rose Given
'Houseboat' Script Job
HOLLYWOOD—Mel Shavelson and Jack
Rose have signed Anna Perrot Rose {no
relation) to script the forthcoming Gary
Grant starrer, "Houseboat," which Scribe
Productions will make for Paramount. Mrs.
Rase is an author, teacher, mother and
humanitarian, who makes a practice of adopting
and raising so-called problem children.
Inasmuch as there are more houseboats on
Union Lake in Seattle than anywhere else
in America, she has gone there to research
on the specialized mode of life that is to be
reflected in the new Grant vehicle.
Jolson Award to Sinatra
HOLLYWOOD—Frank Sinatra has been
named winner of the first Al Jolson Entertainer
of the Era award by the Al Jolson
chapter of B'nai B'rith. Quinquennially the
award will be made to the entertainer who
best carries on the great Jolson tradition of
selfless trouping. On behalf of B'nai B'rith
Janet Leigh was set to make the presentation
at the Ambas.sador Hotel, Saturday (15).
Roxanne Arlen to 'Caper'
HOLLYWOOD—Roxanne Arlen has been
signed by Bill Thomas and Howard Pine for
a key role in "The Big Caper," which they
will produce for United Artists release. Under
the direction of Robert Stevens, "Caper" will
star Mary Costa and Rory Calhoun.
36 BOXOFFICE :: September 15, 1956

TV Quiz Champs Due
At Xust' Premiere
HOLLYWOOD — Top executives of Fox
West Coast Theatres met with George
Stevens. Henry Ginsberg and Warners studio
publicity direct^ir Bill Hendricks and members
of his staff to map plans for the premiere
of "Giant" at Grauman's Chinese October
n.
Starred in the film ai-e the late James Dean
with Elizabeth Taylor, Rock Hudson and
Jane Withers. Hendricks and Max Bercutt,
national coordinator of sales, advertising and
publicity for the "Giant" campaign, presided
at the meeting attended by FWC's
Thornton Sargent, Bruce Fowler, Roy Evans,
Russ Browai, Pete Latsis, Ralph Hathaway.
Jockey Billy Pearson, who won in the art
category on the $64,000 Question and then
went on to tie art expert Vincent Price for
top money in the $64,000 Challenge, is scheduled
to appear as co-master of ceremonies
with Price on the KTTV telecast of MGM's
"Lust for Life" premiere at the Fox Beverly
Theatre Friday (21). The pair plan to introduce
and interview arriving celebrities
from 8:30 to 9 p.m., film starting time.
In addition to the Los Angeles premiere,
under the sponsorship of the UCLA Art
Council and the Junior Art Council of LA,
the Vincent van Gogh biofilm has been
booked for four more art-sponsored openings.
The Metropolitan Museum of Art will
sponsor the New York premiere Tuesday (18)
in the Plaza Theatre. The San Francisco
bow at the Stage Door Theatre Wednesday
will be sponsored by the California Palace
of the Legion of Honor Museum. The Nelson-
Adkins Art Institute will sponsor the opening
at Kansas City September 26 in the Rockhill,
and the Atlanta Art Institute will sponsor
the Atlanta debut October 3 at the Peachtree
Art Theatre.
Starring Kirk Douglas and Anthony Quinn,
the picture also has been set for openings in
the Krim, Detroit, Tuesday (18) ; Guild, Pittsburgh,
Wednesday (19), and Esquire, Cincinnati,
October 15.
"Lust for Life," produced by John Houseman
and directed by Vincente Minnelli, is
scheduled to begin an exclusive run in the
Fine Arts the day after the local premiere.
The nationwide kickoff of the 20th-Fox
rerelease of David O. Selznick's Academy
award-winning production, "Rebecca," was
held in Washington Friday (7), with a gala
premiere at the Columbia Theatre, attended
by national press, social leaders and civic
dignitaries. According to Fox toppers, the
Joan Fontaine-Laurence Olivier starrer is
being given the full-scale publicity and exploitation
campaign customarily accorded a
new picture. Producer Selznick spoke long
distance to Washington drama critics, as did
Miss Fontaine, who also plans to undertake
a slx-clty tub-thumping tour in behalf of
key openings.
"Flight to Hong Kong," Vic Orsatti's independent
production, is slated to have its
world premiere October 3 in San Antonio,
to be followed immediately by saturation
bookings in key houses of the Interstate circuit
through the southwest. Shot on location
in Hong Kong, the film is being released
through UA. Rory Calhoun, Dolores Donlan
and Lita Baron are set for a pa tour.
WHAT
qualities constitute a good producer?
From the innumerable answers to
that question that have been offered during
more than five decades of motion picture
making, a sizable lexicon could be compiled,
and it would include everything from arty to
zaney. Perhaps the adjectives most often
and most commonly suggested are vision,
enthusiasm and integrity.
If these three attributes are to be accepted
as a logical yardstick, certainly Samuel Fuller
qualifies as a good producer. A triplethreat
filmmaker—he writes and directs as
well as produces—Fuller has had one flop
among the generally profitable features that
have borne his name. But whether they
encountered difficulty in recovering theiinegative
costs or accrued impressive profits
which was most often the case—the offerings
made no compromises with the above-listed
trio of standards.
Fuller has just completed "Run of the Arrow,"
made under the banner of his own
company, Globe Enterprises, and being touted
as one of the biggies of revitalized RKO's
growing release lineup. Photographed In
widescreen Technicolor and starring Rod
Steiger, Sarita Montiel, Bryan Keith and
Ralph Meeker, "Arrow" can be best described
as an historical western. It is his first experience
with a feature of that venerable
category and the direction and production
thereof have given Puller some very definite
and noteworthy ideas as to what sagas of the
sagebrush require if they hope to maintain
their long-existent niche as the backbone of
Hollywood output.
Puller subscribes wholeheartedly to the
trend in more recent horse operas to merge
away-from-formula dramatic qualities with
the action elements that are an inescapable
requirement of outdoor, adventure fare. He believes,
however, that the evolutionary process
has not gone far enough, that westerns,
regardless of the grand scale on which many
of them are produced, are still prone to
stereotyping as concerns casting, characterizations,
dialog, costuming and backgrounds.
All of which he has undertaken to overcome
in "Arrow" and, if past performances
may serve as criterion, writer-director-producer
Fuller should come up with a milestone
of the great open spaces.
Seldom had members of Hollywood's habitually-hungry
press partaken of more delectable
victuals than were served at the
everything-from-caviar-to-shish-kebab luncheon
that producer Mike Todd tossed for
visiting \ladlmlr Surin, first vice-minister of
culture, U. S. S. R., which boils down to being
the No. 1 man in Russia's movie Industry. At
tliis hands-tlirough-the-iron-curtain gathering,
many questions were asked and answered
via an interpreter—for Surin, not Todd, that
Is—with accent upon the tatter's plans for
playing production footsies with the Soviets.
Nary an inquiry was made, however, about
the irrepressible impresario's once-loudlyshouted
plans for producing a super-duper
film version of Count Leo Tolstoy's "War and
Peace." Ironically enough, the Surin-Todd bag.
lovcfest took place just two days before the
Hollywood premiere of the stratospherically
budgeted feature of the same name, produced
by Ponti-De Laurentiis in Italy, which Paramount
is distributing and which during that
very week was commanding rave critiques and
considerable news column space in both trade
and lay journals.
It wasn't too many months ago when the
same Todd staged another press conference,
this time at the palatial Hollywood home of
Joseph Schenck. The purpose was to apprise
one and sundry of the Toddian blueprints for
converting the Tolstoy classic into immortal
and breathtaking celluloid—with the cooperation
of Jugoslavia's Tito and his armies. Present
at that assemblage was Fred Zinnemann
who was going to direct and the late Robert
Sherwood who was set to script.
Never before was Todd more emphatic
and that means the pinnacle of vehemence
than when he stated that come hell, high
water, Ponti-De Laurentiis or David O. Selznick
he would be fustest with the mostest as
concerns "War and Peace."
Obviously, Cinemania's press corpmen have
short memories—if the groceries are sufficiently
lavish.
Anxious Alex Evelove adds to the nicework-if-you-can-get-it
department with a
handout to the effect that "Bill Cord and
Don Durant, only males in the cast of 'Shark
Reef," wUl be surrounded by 200 women in the
film being produced and directed by Roger
Gorman."
After the award-winning "From Here to
Eternity," "The Revolt of Mamie Stover," and
sundry other motion pictures that stemmed
from books or plays accenting pornographic
and/or licentious semantics and situations
usually considered unfit for screenfare, the
periodical how-are-they-ever-going-to-makea-movie-out-of-that-one?
query has lost
much of its potency. Yet it is once again
subject to revival in connection with "Andersonville,"
the best-seUing novel by MacKlnlay
Kantor, screen rights to which have been
acquired by Columbia.
For all its masterful limning, the Kanto
tome is a ponderous, circuitous, depressinj
work. Its 700-odd pages of woe introduce
almost as many characters as are to be found
in a metropolitan telephone directory. It is
a series of character-analyzing ^^gnettes
specializing in flashbacks within flashbacks
within flashbacks.
Casting the celluloid version is certain to
be a problem of no mean proportions, and
scripting it even more so. Daniel Taradash
has been assigned to the latter chore, one
which offers a frightening, but intriguing,
challenge to his firmly established talents as
a screen scrivener.
Attaining a new high in wishful thinking
press agentry was the tidbit from Paramount's
praisery informing that " 'The Loves of
Omar Khayyam' may become the first picture
to be premiered in Iran."
Regardless, Jimmy Starr is packing his
BOXOFFICE :: September 15, 1956 37

MGM 3-Personality Film
Protested by Douglas
HOLLYWOOD- Kirk UoiiKlas. who commanded
considerable attention and printers
Ink when he made Walt Disney the defendant
In an alleged Invasion of privacy lawsuit,
has chosen 20lh-Fox as the latest target for
his provocative activities. The actor-turnedproducer—
he heads Bryna Productions—has
called upon the Westwood studio to abandon
its plans to produce a film dealing with
multiple personalities.
In a letter to Buddy Adler. production head
of 20th-Fox, Douglas said he felt his company
had prior rights to this subject matter,
which is the theme of its movie. "Lizzie."
starring Eleanor Parker, and currently in
production. MGM will release the film.
The book. "The Bird's Nest," by Shirley
Jackson, and a play by Mel Dinelli entitled
"Lizzie." which form the basis for the Bryna
film, were submitted to 20th-Fox and, according
to Douglas, in the opinion of those
who have read both properties, prompted the
interest of tJiat studio in the unusual story
line. For 20th-Fox. which. Douglas claims,
had access to this material, to produce such
a film would be "acting unfairly and inequitably."
Fox had announced plans to make
"Three Faces of Eve." about a woman with
three separate personalities.
Sign Richard Fleischer
To Direct 'The Viking'
HOLLYWOOD—Richard Fleischer has been
signed by Br>Tia Productions to direct "The
Viking." which will be filmed in color and
widescreen on location in the Scandinavian
countries. Kirk Douglas will play the title
role in the United Artists release. Fleischer
and Producer Jerry Bresler have departed on
a three-week location search in Denmark,
Sweden and Norway. Noel Langley is writing
the screenplay based on the Edison Marshall
novel. Production is slated to begin next
June.
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BEFORE THE SHOW— Relaxing a
moment before the screening of "The
Solid Gold Cadillac" at the Uptown
Theatre in Salt Lake City were the above
group. Seated left to right: Cl.vde A.
Blasius, general manager of Westates.
and Tony Rtdman, the booker. Standing
is S. S. McFadden, manager for Columbia
at Salt Lake.
Ben Bard Directs Fox's
Talent Training Setup
HOLLYWOOD—As the first step in 20th-
Fox's announced million-dollar program for
f.nding, training and placing new faces
through schools here and in New York, former
actor and dramatic coach Ben Bard has been
signed to head the new talent training program
at the studio.
Sam Wiesenthal to Set Up Firm
HOLLYWOOD—Producer Sam Wiesenthal,
having completed his contract at RKO, plans
to exit and set up his own independent production
company. He expects to start work
immediately with writer Rowland Barber on
the treatment of "The Jack Dempsey Story."
Rhys Williams to 'Restless'
HOLLYWOOD—Rhys Williams has been
inked for Scott Brady's starring picture for
20th-Fox release, Edward L. Alperson's production
of "The Restless Breed."
Jake Ehrlich to Narrate
TV Courtroom Series
HC)l,LYWOOD~Saa Francisco trial
lawyer
Jako Ehrlich has been signed by Carl Dudley
Productions to narrate a forthcoming television
series entitled Crime and Punishment.
Based in part on Ehrlich's own courtroom
experiences, the teleplays will be filmed
in Hollywood and on natm-al locations in
various parts of the country.
Additionally, Dudley has been signed by
the Committee of American Steamship Lines,
a group representing 16 major steamship
companies, to produce "America Sails the
Seas," an industrial film for theatrical release.
Filming in color Ls scheduled to take
place in 27 different countries within the
next six months.
Tab Hunter has been inked to star in a
Warner Bros, telefilm, "The People Against
McQuade," a new Conflict drama which will
bv shown over the ABC-TV network. At the
same time, Dani Crayne, Warner contract
actress, was signed as Hunter's leading lady
in the teledrama of an actual California
murder case which Roy Del Ruth will direct
and Roy Huggins produce for the studio.
Walter Seltzer Leaving
H-L for Own Company
HOLLYWOOD— Walter Seltzer, for the
past six months advertising-publicity consultant
for Hecht-Lancaster. and previously
vice-president in charge of that department
for the company for over two years, officially
will leave the organization following completion
of "The Bachelor Party" in a few weeks.
He plans to devote full time to production
activities In the independent company he recently
set up with his brother Prank. Currently,
the pair have "The Boss" in release
through United Artists.
Leases Added Space
HOLLYWOOD— Additional space
has been
leased by Bel-Air Productions across from
American National Studios to accommodate
wardrobe, property and records departments.
Bel-Air, which releases through United
Artists, occupies two buildings on the ANS
lot.
To Score 'Men in War'
HOLLYWOOD—Elmer Bernstein has been
signed by Security Pictures to compose the
original background score for "Men in War."
The United Artists release, scripted by Philip
Yordan, was directed by Anthony Mann for
Producer Sidney Harmon.
Role to Susan Kohner
HOLLYWOOD—Susan Kohner has been
signed by Producer Sol Baer Fielding for a
top role In the Joel McCrea-Barbara Stanwyck
starrer. "Trooper Hook," which Charles
Marquis Warren directs for United Artists
release.
Harold Medford Is Signed
HOLLYWOOD—Harold Medford was inked
by Clarence Greene and Russell Rouse to
script "Line of Duty," the pair's first production
for United Artists release under their
new deal.
38
BOXOFFICE
:: September 15, 1956

. . . Other
. . The
'War and Peace' Holds
Firmly io LA Lead
LOS ANGELES—Holdovers again dominated
the grosses among first run houses here.
In its third week, "War and Peace" could
not be nudged from its strong leading position
and set a sizzling pace with 345 per cent.
"High Society" in its sixth canto was credited
with 200, and "The Bad Seed" scored 190 in
its second frame. In view of their general
programmer status, none among the debuting
offerings gave much competition to the longrun
titans.
(Average Is 100)
Chinese Bus Stop (20th-Fox), 2nd wk 160
Downtown Paramount Fire Maidens of Outer
Space (Manhottan), plus Lionel Hampton revue
on stage 1 65
Egyptian, United Artists Oklahoma! (Magna),
42nd wk no
Fine Arts 90
Fantasia (BV), reissue, 14th wk
Four Star The Proud and Profane (Para), 13th
wk
no
Fox Wilshire The Bod Seed (WB), 2nd wk 190
Hawaii Madame Butterfly (IFE) 100
Hollywood, Orpheum Bandido (UA); The Killing
(UA), 2nd wk 160
Ins, Stote, Uptown Hot Rod Girl (AlP); Girls in
Prison (AlP) 100
Pontages High Society (MGM), 6th wk 200
Paramount Hollywood War and Peace (Para),
3rd wk 345
Warners Beverly The Solid Gold Codillac (Col),
3rd wk 140
Warners Hollywood Cineramo Holiday (Cinerama),
43rd wk 100
'Bus Stop' Rates 250 Score
In San Francisco
SAN FRANCISCO—"Bus Stop" reached a
blasting 250 per cent high at the Fox Theatre
in its opening w'eek. The rest of the
first run houses rated average, with the exception
of the fourth week of "High Society"
claiming 180.
.
Fox Bus Stop (20th-Fox) 250
Golden Gate Pillars of the Sky (U-l) 100
Loew's Worfield High Society (MGM), 4th wk.. .
Poramount Vagabond King (Para)
1 80
100
St. Francis The Eddy Duchin Story (Col), 3rd wk..100
*Moby Dick' Denver Bow
Scores 175 Per Cent
DENVER — "Moby Dick" teamed with
"Down Liberty Road" packed the Denver to
big business and held over. Other business
was poor to good.
Centre Away All Boats (U-l), 3rd wk 75
Denham Pordners (Para), 4th wk 90
Denver Moby Dick (WB); Down Liberty Road
(WB) 175
Orpheum These Wilder Yeors (MGM); Femole
Jungle (AlP) 125
Poramount The Ambassador's Daughter (UA);
I've Lived Before (U-l) 140
'Society' Still Popular
With Seattle Patrons
SEATTLE—"High Society" continued to do
good business at the Music Hall, winding up
its fourth week with a strong 150. "The Ambassador's
Daughter" completed its second
week at the Blue Mouse with 100.
Blue Mouse The Ambassador's Doughtar (UA),
2nd wk 100
Music
Orpheum—The
Hall 150
90
High Society 'MGM), 4th wk. . . .
First Traveling Saleslady (RKO) . .
A ROSE FROM BARNEY— Stanford Smitli of the Smith c
ire iiit won the pxpensepaid
trip to Las Vegas and a stay at the Desert Inn there as the uindup of the Barney
Rose Month sales push conducted as a testimonial to the western district sales chief
for U-I. The Oregon exliibitor selected the lucky rose, with which went the prize.
Shown above around a cutout of Manager Rose at the U-I exchange in Portland
are a group of exhibitors. Left to right: Ed Bramwell, U-I booker; Herbert Royster,
general manager of J. J. Parker's Broadway Theatre where "Pillars of the Sky" was
world premiered the same day; Wil Hudson, Oregon manager for Hamrick Theatres;
Roy Brown, buyer for a number of independent theatres; George Buck, Corvallis;
Walter Rose, buyer for Jesse Jones Theatres; Dude Smith. Tillamook and St. Helens;
Richard Colbert, Portland U-I manager; Al Forman, Oregon manager for Forman
and United Theatres; Mark McDougald, buyer for Art Adamson Theatres; Jesse Jones,
prominent Oregon theatre owner; Jack Matlack, field representative for U-I; Art
Adamson, Oregon and Washington exhibitor; Archie Holt, Universal salesman, and
Tom Walsh, general manager for J. J. Parker Theatres.
LOS ANGELES
"Cot the second time, Jules Gerelick, U-I
salesman, became a grandfather. This
time it was a girl, who made her bow Friday
(7) ... Floyd Bernard of Midway Drive-ins is
Also indisposed
in the hospital for a checkup . . .
is Bertha Shulte, secretary at Gilboy
Film Delivery, who is hospitalized as the
result of an automobile accident . . . MGM
Manager Tom Aspell is vacationing.
. . . Norman
Among this week's travelers was Bob Rubin.
Paramount home office executive, who visited
Arizona was the
the local exchange . . .
destination of 20th-Pox salesman Mel Anderson,
who is there on business
Neuman of Metropolitan Theatres and Robert
J. Kronenberg of Manhattan Films both
headed for San Francisco.
Booking and buying on Filmrow were
George D. Waide and Joe Englund of the
Bruin Theatres, Whittier: Ben Bronstein.
ow-ner of the Sunair in Palm Springs, and Al
Welder of the Russell Rogers circuit ... Ed
Sonny of the Sonny Amusement Co. was down
from San Francisco to visit his brother Dan
Row visitors included Mr. and Mrs.
Bill Kaye and Irving Carlln, all former Los
Angeles theatre owners . Rltz in South
Pasadena, a Jimmy Edwards theatre operated
by John Daly, was closed Saturday (1).
'Kiss Them for Me' Goes
On Jerry Wald's Slate
HOLLYWOOD—As Jerry Wald's fifth story
buy under his recent 18-picture independent
production pact with 20th-Pox. he has acquired
screen rights to "Kiss Them for Me,"
a legitimate Broadway comedy by Luther
Davis, which is based on Frederick Wakeman's
novel "Shore Leave." It concerns four
World War II Navy flyers on leave in San
Francisco, following their rugged campaigns
in the South Pacific.
To Script 'Jet Fighter'
HOLLYWOOD—Mark Hanna has been
signed by James H. Nicholson to write the
screenplay of "Jet Fighter," which will be
produced and directed by Roger Corman for
Sunset Productions, and to be released by
American International Pictures.
Third Week of 'High Society'
Grosses 210 in Portland
PORTLAND—"High Society" continued
here as a leader with an estimate of 210
per cent.
Broodwoy—Pillars of the Sky (U-l), 2nd wk 160
2nd wk Fox—Bus Stop (20th-Fox), 185
Guild Diobolique (UMPO) 175
Society 3rd wk 210
Orpheum—The Burning Hills (WB) 135
f-oromount—The Ambassador's Daughter (UA)..110
Liberty High (MGM),
Bill Figueroa Promoted
HOLLYWOOE>—William J. Figueroa, head
of the RKO studio insurance department
since 1953, has been appointed assistant to
Raymond A. Klune, executive manager of
studio operations. Prior to joining RKO in
1951. Figueroa was purchasing agent for
General Service studio.
RCA SERVICE COMPANY, INC.
911 North Orange Drive
Hollywood 38, Calif OLdfield 4-0880
BOXOFTICE :: September 15, 1956
39

.
. . Julian
. . Charlotte
. . Warner
. .
SAN FRANCISCO
•The Paramount in Oakland recently celebrated
its 25th anniversary. Included
in the ceremonies was the awarding of a
plaque to Mrs. Wood Soanes. widow of a
former drama critic of the Oakliuui Tribune.
On display at the three-million-doUar
theatre wa.s the shovel u.sed in the groundbreaking
ceremonies. The shovel, the peri^onal
property of 20th-Fox's Herman Wobber,
is said to have a regular handle of polished
oak and a blade of gold. At least, that's the
publicist's story and he's stuck with it.
Not much activity was reported on Filmrow
as most Rowers were utilizing the long
holiday weekend for just plain relaxation.
However, those few who did brave the city
streets for a bit of booking and buying that
a-(u(l km mi
, . . may we tel
you how we can help
you keep it full .
Write wire or phone -
Intermountain Theater
Supply Co.,
254 East First South,
Salt Lake City 1, Utah
Phone 4-7821
or . . .
%tematu)Tmr
^ SEAT
40
DIVISION Of
UNION CITY BODY COMPANY, INC.,
UNION CITY, INDIANA
week included Bob Patton. Uptown Theatre,
Sonora; George Stamm. Antioch; Joe Myers,
lone Theatre. lone; Sal Enea. Airport Auto
Movies, Oakland; Jim Stephens, Dixon Theatre,
Dixon; Emil Palermo, Star Theatre,
Stockton, with his assistant Ruth Clarke.
The Victoria Theatre at Benicia, which has
been closed, is now being dismantled. Reports
are that it will be made into a warehouse.
Jimmy Lemos, owner, is oijerating the State
Theatre in Benicia Halbui'ton,
.
secretary at Walter G. Preddey .supply house,
is vacationing . . . Murray Lafayette, UA publicist,
is recuperating at Mount Zion following
an illness. Glad to report he is getting
along first rate . Bros.' new
booker Bob Paez, who was formerly with
MGM, returned from his vacation . . . Jesse
Wright, Warner head booker, was wearing
a mighty interesting button—not Stevenson
nor Ike, but "Tlie Roy Haines Drive, September
to December."
Joe Sarti purchased the McCloud Theatre
at McCloud. It was formerly owned by Westland
Theatre circuit . . . Charles Doty, Fox
West Coast, retui'ned from his vacation .
The west coast premiere of "Lust for Life,"
starring Kirk Douglas, will be Wednesday
(19) at the Stage Door Theatre as a benefit
for the Legion of Honor Museum.
Arthur linger, due to leave soon for the
TOA convention in New York, was enthusiastic
about the reception of his "easy to
handle" 50-pound bags of popcorn. According
to Unger, most popcorn is put up in 100-
pound bags . Harvey, who operates
the Village Theatre in Sacramento, recently
reopened the Bayview liere, formerly handled
by Affiliated Theatres.
Writers Guild to Remain
On Sunset for a While
HOLLYWOOD—Tlie Writers Guild, by
council vote, has decided to stay in the building
it now occupies at 8782 Sunset Blvd. for
another year after expiration of its present
lease. During this period the guild, through
a committee, headed by Frank Nugent as acting
chairman, and including Ed Hartmann,
president of the guild, Claude Binyon, Val
Davies, Ken Englund, Howard Green, Curtis
Kenyon, Sam Newman, Harry Tugend and
Karl Tunberg, will consider plans for erection
of a new building and seek out a suitable
location for its site.
Sign Joel McCrea's Son
HOLLYWOOD—Jode McCrea, 19-year-old
son of Joel McCrea, has been signed by producers
Jules Levy and Arthur Gardner for
a featured role in "The Kraken," Tim
Holt-Audrey Dalton starrer which Arnold
Laven directs for release through United
Artists.
Borgnine in 'Three Brave Men'
HOLL'YWOOD—Ernest Borgnine, on loanout
to 20th Centui'y-Fox from Hecht-Lancaster,
has been inked for a starring role in
"Three Brave Men," which Herbert Bayard
Swope jr. will produce. Philip Dunne, who
wrote the story, will also direct.
George Jessel Will Emcee
Sherrill Corwin Dinner
LOS ANGELES— George Jes,scl will emcee
the Thursday i20) testimonial luncheon being
staged by local industry prominents to honor
Sherrill C. Corwin for his quarter of a century
of service to motion pictures and the community.
Among invited speakers are Steve Broidy,
president. Allied Artists; Nate Blumberg,
chaij-man of the board, Universal-International;
Elmer Rhoden, president. National
Theatres; Nat King Cole, who appeared for
one of his first theatre engagements at
Corwin's L. A. Orpheum; Hon. Avram Biram,
Israeli consul; Judge Stanley Mosk; Judge
Isaac Pacht; Charles Storke and Bert Lane,
publisher and general manager, Santa
Barbara New-Press; Willard Keith; Harry C.
Ai'thur jr., and Frank Whitbeck.
Corwin. for 35 years an LA resident, is
president of Metropolitan Theatres, operating
15 theatres in northern and southern California.
The occasion will mark also his 25th
anniversary as head of the Orpheum.
Fox at San Bernardino
To Undergo Renovation
SAN BERNARDINO. CALIF—Plans and
specifications are beuig completed by architect
Jerome G. Armstrong for the remodeling
of the Fox Theatre building on Fourth street
for the Sun Co. of San Bernardino.
Among improvements to be made are aii'
conditioning, modernization of restrooms,
with new fixtures, marble veneer, glass and
aluminum front, aluminum louvres, installation
of ceramic tile, and new asphalt tile,
cork and terrazzo floors. No estimate of the
cost of the project is yet available.
'Night' to Open in LA Area
On 19th With 'Texan'
LOS ANGELES— Allied Artists' "Hold Back
the Night" has been booked to open in nine
Los Angeles area theatres, including .seven
drive-ins, September 19 with "The First
Texan," Joel McCrea starrer, sharing the
bill. The theatres are the RKO Hillstreet and
the Wiltern and the following drive-ins:
Studio, Vermont, Compton, Whittier, El
Monte, Van Nuys and San Val.
MGM Signs Gardner M'Kay
HOLLYWOOD — Gardner
McKay, young
sculptor, painter and photogi-apher, has been
signed to a term contract as an actor by
MGM after interviews and screen tests in
New York. Born in France of American
parents, McKay has resided in most European
countries and in New York, where he
attended Cornell University.
To Sing 'Tower' Song
HOLLYWOOD—Kay Brown has been
signed to sing the title song in Allied Artists'
"The Cruel Tower." The music and lyrics
were written by Dick Sherman.
Tom Helmore Is Signed
HOLLYWOOD—MGM studio head Dore
Schary has signed Tom Helmore, who has
been replacing Rex Harrison in Broadway's
"My Fair Lady," for "Designing Woman,"
which he will personally produce.
BOXOFFICE :: September 15, 1956

. . Women
. .
Anne Bauchens Chosen
For 1st Editing Award
HOLLYWOOD— At ii luncheon to be liold
at Paramount studio, Tuesday (18), the
American Cinema Editors will honor film
editor Anne Bauchens with its first ACE
Achievement Award for "distinctive acliievement
in the field of film editing and for
outstanding contribution to the film industry
over a period of years." Producer-du'ector
Cecil B. DeMille has been invited to present
the trophy to Miss Bauchens, who has been
asociated with him for the last 40 years
on 55 of his films. Warren Low, president of
ACE, will welcome the guests and members
and pay tribute to the award winner before
introducing DeMille.
Theona Bryant Narrates
Video Trailer for 'Lust'
HOLLYWOOD—A television trailer was
filmed by MGM actress Theona Bryant,
nan-ating the story of Vincent Van Gogh
paintings, in connection with MGM's "Lust
for Life." which will be premiered at the
Fox Beverly Theatre Friday (21).
« * •
The Los Angeles City Council adopted a
resolution commending KABC-TV for its
community service on the occasion of the
Short on Filming of 'Lust'
Is Available to Schools
HOLLYWOOD—"Darkness Into Light,"
documentary short filmed in Europe on the
making of MGM's "Lust for Life," will be
distributed to the nation's public schools
through an arrangement worked out by MGM
and McGraw-Hill Publications. The subject,
which shows problems of filming in addition
to demonstrating techniques, was sought by
the school people because of their increasing
interest in the science of filmmaking as the
foundation of audio-visual teaching.
Changes
To 'Escapade' Star Role
HOLLYWOOD—On loan out from 20th-
Pox, Cameron Mitchell has been signed to
star with Teresa Wright in RKO's "Escapade
in Japan."
DENVER
•The International Variety crew will hold a
crew meeting September 27, 28 at the
Variety Tent 37 clubrooms. Headmg the
crew will be George C. Hoover, past chief
barker, and John H. Rowley, chief barker .
Carl Miller, Warner Bros, manager, underwent
an emergency appendectomy at Mercy
Hospital, but is out and improving . . . Mayer
Monsky. Universal manager, is in General
Rose Hospital for treatment for kidney
stones . of the Motion Picture Industry
and their friends held a picnic at City
Park Sunday.
. . .
Foster Blake, Universal division manager,
Reggie Shirk, who operates a tape
was in . . .
making company, is working for Western
Service & Supply as a salesman, where he
succeeds Fred Anderson, who resigned
Four girls are heading for the international
convention of Women of the Motion Pictiu-e
Industry. Going as delegates are Pauline Hall
and Mary Ann Hogle, president of chapter
10. Visiting in Chicago on the way and in
Kansas City on the return trip will be Jean
Gerbase and Grace Fuschino.
Mildred Burke, inspector, and Mary Goodman,
booking clerk. Paramount, are vacationing,
the latter in Wyoming . . . Pete Bayes,
station's seventh bii-thday Sunday (16).
El-nest E. Debs, councilman for the 13th district
Paramount publicist, was at Camp Carson
introduced the resolution.
for two weeks' active army duty, with two
days out for a plane trip to Hollywood to see
a preview of "War and Peace" . . . Ruth
Yoeman, secretary at United Artists, failed
to return from her California vacation. Dorothy
Guiney, formerly on F^lmrow, is filling
in until the exchange can secure a replacement.
of a million cards.
RKO has turned over its backroom duties,
such as inspection and shipping, to the Denver
Shipping & Inspection Bureau . . . Monica
Farrel, secretary at Universal, is vacationing
. . . George Mayo, booker at RKO; Carl Larson,
office manager at 20th-Pox, and Floyd
Brethour, MGM booker, all were on vacations.
Title
Theatre folk seen on Filmrow included
"Manof the West" (MGM) to GUN GLORY. C. E. McLaughlin, Las Animas; George
"The Vintage" (MGM) to HAR^VEST "Scotty" Allan, North Platte, Neb.; Mitchell
THUNDER.
Kelloff. Trinidad; Dr. P. E. Rider, Wauneta.
"Love Story" (UA) to CRIME OP PASSION. Neb.; Neil Beezley, Burlington; Forrest Clay
"Rock 'n' Roll No. 2" (Col) to RHYTHM and Fred Faure, both of Worland, Wyo.
AND BLUES.
"The Reno Brothers" (20th-Fox) to LOVE
ME TENDER.
"The
Purchase
Jagged
'Tooth and Nail'
Edge" (Gramercy-UA) to
THE KRAKEN.
HOLLYWOOD — Lee Soble and Gerd
"The Jim Piersall Story" (Para) changed Oswald have acquired screen rights to Bill
back to FEAR STRIKES OUT.
S. Ballinger's novel "The Tooth and the
Nail," and are negotiating a deal to make
the film for United Artists release. Soble will
Book 'Wilder' Openings produce and Oswald will direct and will film
LOS ANGELES — MGM's "These Wilder the picture in its entirety in New York in
Years," will be paired with the reissue, "Annie
Get Your Gun," starting September 19 at described as a unique drama of revenge, in
November. "The Tooth and the Nail" is
UA-Pasadena, Hollywood Iris and Loew's which a magician avenges the death of his
State. Eight other September 19 local openings
wife.
are scheduled for "These Wilder Years,"
at the Picwood and Garmar theatres and
Reseda, Pickwick,
tury drive-ins.
Edwards, Gage and Cen-
To Collaborate on 'Eagle'
Victor
HOLLYWOOD — Director-Writer
Stoloff has signed Norman Retchin to collaborate
with him on the screenplay of "The
Eagle Flies High." based upon the life and
exploits of Frank Jarecki who flew the first
MIG from behind the Iron Curtain. Stoloff
also will direct the film.
STICK 'KM UP—How to handle a sixgun
is demonstrated by Ben Cooper, left,
on the set of Bel-Air Productions' "Gambling;
Man" now filming in Hollywood
for United Artists release. Roger H.
Lewis, second from left, UA's director of
advertising, publicity and exploitation,
looks on with Dane Clark and Director
Lesley Selander. Lewis later met with
Aubrey Schenck and Howard W. Koch
to discuss promotion plans on their upcoming
Bel-Air pictures.
MPRF Art to 5,000
HOLLYWOOD—Reproductions of the five
winning original paintings for this year's
Motion Picture Relief Fund Christmas cards
have been mailed to 5.000 members of the
industry, it w-as announced by President
George Bagnall. Represented in the quintet
of cards is a variety of sentiment, ranging
from humorous to religious. The MPRF has
set as this year's goal, the sale of a quarter
To Score "Buffalo Grass'
HOLLYWOOD—David Buttolph has been
signed by Warner Bros, to wTite the musical
score for "Buffalo Grass," Jaguar production
starring Alan Ladd, Virginia Mayo and
Edmond O'Brien.
NE>V Speaker Cones
for the
DRIVE-IN THEATRE
4"
5"
6"
FOB.
$1.49
$1.59
$1.89
SACRAMINTO
ALL CONES ARE WEATHER PROOFED
AND CONTAIN LARGE MAGNETS
glenn e.
koropp
BOXOFFICE September 15, 1956
41

SEATTLE
n\ Mushkin or Theatre Drapery Supply returned
from Alaska. He will leave again
soon for the north to work on schools as well
as theatres. The firm's diversified activities
have Included removal and rearranging of
the seating plan and new draperies at the
Paramount, local new Cinerama house.
Mike Daniel, U-I booker and office manager,
has enjoyed a rapid rise in the short
time he has been In the film industry. Starting
in New York, he moved to Kansas City
and then to Seattle . . . "Pillars of the Sky."
new Universal product, is .scheduled to open
Wednesday il9i at the Orpheum. The film
should be of special interest to northwesterners
as it was made In Oregon.
Warren Slee, publicity director for Cinerama
in the Northwest, reported that "This
Is Cinerama" is doing a booming business
at the Paramount. Requests for tickets over
the Labor Day weekend were so great that
the theatre ran a 5 o'clock matinee on Monday
(3> in addition to the regular matinees
on Saturday and Sunday.
The Blue Mouse closed its doors Tuesday
(4) for remodeling and installation of Todd-
AO projection equipment. Tlie first film to
be shown after the house reopens, scheduled
in about a month to six weeks, will be
"Oklahoma!" the first film made in the
Todd-AO process. In addition to new projection
equipment and a new screen, the
theatre will get a new entrance, a boxoffice
on the side and a remodeled lobby.
Dissolve Joint Operation
Of Coulee Theatres
SEATTLE—R. A. Gardner. Seattle, and
Rod B. Hartman, Coulee Dam. who have been
operating Coulee Theatres, have announced
that their pai-tnership will be terminated as
of Sunday i22i. They had operated the
Grand Coulee and Coulee Dam theatres since
February 1952.
Hartman. recently elected mayor of Coulee
Dam. said that he planned to assume family
operation of the theatre in that town, assisted
by Saffle Theatre Service of Seattle.
Gardner's plans were not announced.
Palm Springs Investors
Plan 30-Acre Drive-In
PALM SPRINGS, CALIF.—Plans are being
prepared for construction of a new drive-in
on a 30-acre tract near the Thunderbird
Golf Club by Roy Rowland, prominent film
director, and Jerry Nathanson, local councilman
and realtor.
"We plan to set up a di'ive-in theatre,"
Rowland said, "and to follow up with residential
and other business structures."
Earl C. Strebe Planning
Big Bear, Calif., Airer
BIG BEAR, CALIF.—Earl C. Strebe of
Palm Springs has applied to the San Bernardino
County planning commission for permission
to build a drive-in here. No estimate
of the cost of the project is yet available.
The site of the new drive-in will be on 14
acres south of Big Bear Lake boulevard and
east of Cienega road in the Metcalf Bay area.
42
MGM Starlets to Model
'Opposite Sex' Fashions
HOLL'VWOOD—To stimulate nationwide
interest in its forthcoming "The Opposite
Sex." MGM plans to focus advance exploitation
on the picture's modern-dress costumes,
designed by Helen Rose.
Starlets Thcona Bryant and Marjorie
Hellen and dancer Betty Uitti have been
selected to model the clothes at style shows
spon-sored by key city department stores.
Fa-shions cho.sen for the three-week national
tour are from the wardrobes worn by topllners
June Allyson. Joan Collins. Dolores Gray. Ann
Sheridan and Ann Miller in the feature,
which was produced by Joe Pasternak and
directed by David Miller. Additionally, studio
field men" have arranged for TV. radio and
press coverage of the .starlet-models.
"The Opposite Sex" has been scheduled for
national release October 26.
Building $175,000 Theatre
At Garden Grove, Calif.
GARDEN GROVE. CALIF.—A new theatre
building will be erected in the 9600 block of
Garden Grove boulevard in this suburb of
Los Angeles, at a cost of $175,000. for Robert
Farrow, builder and leasing agent. The new
showcase will be leased by the Vinnicof Theatre
circuit.
Designed by the architectural firm of Carlson
and Middlebrook. the theatre will have
1,000 seats and parking space for 500 cars.
The building will contain 23,000 .square feet
of floor space and will include six stores
flanking the entrance. Completion is
scheduled for just before Christma.s.
Byrd 1947 Polar Films
Into U-I 'Land Unknown'
HOLLYWOOD—The Department of Defense
has granted U-I permission to incorporate
nonclassified film footage of
Admiral B>Td's South Pole Expedition of 1947
in its forthcoming CinemaScope production.
"The Land Unknown." Scenes of the Byrd
explorers at Little America; at the expedition's
jumping-off location, the Bay of
Whales in the Ross Sea; placing the American
flag at the South Pole; helicopter flights
over Antarctica, and Byrd's discovery of a
mysterious warm-water area in the icebound
land will be utilized for the U-I film.
Associated Film Holds
Meetings in Chicago
HOLLYWOOD—E. J. Baumgarten, president
of Associated Film Releasing Corp.,
flew to Chicago to preside at a national sales
meeting Saturday through Monday (8-101 at
the Blackstone Hotel. Twenty-eight franchise
holders attended. They convened to
discuss campaigns on the company's upcoming
releases, including "Last of the Desperadoes,"
"Three Outlaws," "Blonde Bait,"
"Wild Dakotas," "Frontier Gambler" and
"The Hanging Judge."
To Meg 'Gun Glory'
HOLLYWOOD—Director Roy Rowland was
assigned to meg MGM's "Gun Glory." previously
titled "Man of the West." With Stewart
Granger to star, it will be produced by
Nicholas Nayfack.
PORTLAND
Joining other theatres throughout the country,
the Orpheum here Tuesday (18) will
stage a special benefit show to aid Greek
earthquake victims. The show will include a
sneak preview and a showing of "Bus Stop."
The Trinity Greek Orthodox church here is
participating in the campaign to sell tickets.
The program was publicized in newspapers
and a committee headed by John Preggasis,
Oregon City theatre owner, spearheaded the
campaign. Oscar Nyberg, Evergreen district
manager; John Powers sr.. 20th-Fox manager,
and leaders of the Portland Greek-American
community served. Also aiding in the campaign
was Mrs. America, Portland's Mrs. Cleo
Maletis. Proceeds above a ten-week average
gross for the Tuesday showing were earmarked
for the earthquake relief fund.
To aid in the promotion of "The Bad Seed,"
Ben Crosby, radio station KWJJ manager
here, invited a select group of people to see
the picture Tuesday (11) at the Star film
exchange theatre. Following the showing he
staged a symposium with Sammy Taylor,
disc jockey and announcer, as moderator.
The panel included Judge John Mears of the
Multnomah County circuit court; R. A. Retter,
president of a high school dad's club; Dave
McDonough, a senior student at Central
Catholic high school, and Arnold Marks,
Oregon Journal motion picture editor. Among
guests at the screenings were doctors, professional
people, etc.
Winner of the Lucky Rose Month drawing
was Stanford Smith of the Egyptian and
Irvington theatres. The prize was a round
trip all-expense visit to Wilbur Clark's Desert
Inn in Las Vegas for two . . .
Barney Rose
Limerick winners, picked by Oregonian motion
picture editor Herb Larson and Journal
motion picture editor Arnold Marks, included
James Leach, Roxy, Winlock, Wash., portable
radio, Western Amusement award; second
prize, Hal Pallay, 21st Avenue Theatre, Portland,
two dinners at Multnomah Hotel; third
prize, Dick Edge, Indian, Roseburg, Ore., two
tickets to a professional football game, Multnomah
stadium (49ers); fourth prize. Bob
Corbin, Craterian Theatre, Medford, leather
wallet donated by Jesse Jones Theatres; fifth
prize. Jack Williams, Sunset Theatres, Long
Beach, Wash., box of candy, Oregon Film
Service.
Filmrow is offering congratulations to Dick
Colbert, U-I manager, on the birth of a son,
Richard Barney . . . Visitors in Portland on
"Pillars of the Sky" included Charles Felton,
vice-president and general sales manager;
Barney Rose, western district manager. Also
a visitor here recently was David Lipton, vicepresident
in charge of exploitation and advertising.
Exhibitors in town included Mr.
and Mrs. Lloyd Claver, Coquille, Ore., and
Mr. and Mrs. Lynn Swain, Reedsport.
Exploiteers working on product included
Allan Welder, MGM, working on "Lust for
Life," due soon at Guild, and Earl Keate,
working on "Bandido," set for the Liberty.
To Write 'St. Louis' Score
HOLLYWOOD—F r a n z Waxman has
checked in at Warner Bros, to write the score
for "The Spirit of St. Louis." Leland Hayward-Billy
Wilder production.
BOXOFFICE
:: September 15, 1956

Ben L. Pannell Leases
West Salem Granada
SUMNER. ILL.—Ben L. Pannell. who has
been operating the Idaho Theatre here since
May 3, has closed a deal with Luther R. Aiisbrook,
owner of the Granada at West Salem,
for a lease on that house. It will be reopened
September 18 under Pannell's management.
He will continue to operate the Idaho Theatre
here. Under his lease arrangement on
that property with Murlin Atkins, owner,
Pannell has an option to purchase the theatre
outright.
Under Pannell's management the weekly
attendance at the Idaho has built up until
it is now about 800 cash customers per week,
which is quite an accomplishment in a community
of 1,100 popuplation. One of the very
popular additions to the Idaho's weekly
schedule since Pannell took over Is the fivecent
kiddy matinee. This particular show
has been pulling in upwards of 200 kiddies
each week. It is made possible through a tieup
with a number of local merchants. It has
rated front page stories in the local newspapers
and those in the surrounding area.
The Granada at West Salem has been dark
since last May. It has been remodeled in
preparation for the reopening September 18.
Future plans for the house include the
possible installation of a widescreen.
Pannell. prior to entering the motion picture
business, operated the Wabash TV
station in Lawrenceville. He has disposed of
his interest in that project and intends to
devote his entire time to his motion picture
theatres.
Ashland in Kansas City
Will Reopen on Sept. 28
KANSAS CITY—Phil Blakey, manager, reports
the Ashland Theatre will reopen September
28. A Commonwealth operation, it
has been closed since June 3. At one time
it was equipped for theatre television and
showed several fights but the equipment has
been sold and removed from the house. It
served as a church the last two months.
Frank Myers, former manager of the Summit
(also closed!, who has been assisting at
the Waldo Theatre, will manage the Ashland
imder the supervision of Blakey. The availability
will be 28 days, two changes a week,
with one show per night except on Friday,
Saturday and Sunday.
The Regent, which Blakey also manages, is
now running burlesque films four days a
week, Wednesday through Saturday.
"This seems to be a better policy for it,"
Blakey said. "After all, the Regent is the
heart of Kansas City's Twelfth street section
and gets considerable transient trade. This
patronage does not go for the family type
picture."
May Reopen at Palmyra
PALMYRA, MO.—It has been reported here
that the Pal Theatre, 354-seater, which has
been dark since March 3. will be reopened
soon by an employe of Judge Frank X. Reller
of Wentzville, Mo., owner and former operator
of the theatre. The exact date for the
reopening has not been announced nor have
the details for the plan under which the
new man will take over.
Display Board Proved
All Too Prophetic
Crawfordsville, Ind.—The Ben Hur
Drive-In recently presented a prophetic
dLsplay board. The sign advertised the
film "Anything Goes." The title proved to
be right when a tornado wreclted a large
part of the tiieatre installations—and just
about everything did go. A recent photo
in the Journal-Review showed the sign
with the film title and what was left of
the theatre.
Tax Repeal Major Proof
Of Value of COMPO Unit
KANSAS CITY—The COMPO collection
drive meeting, called by Joe Neger, distribution
chairman, was held Monday morning at
the 20th-Fox screening room. Exchange
salesman and managers were there as well as
Beverly Miller, president of Kansas-Missouri
Allied ITO, and Zella Faulkner, who represented
the Kansas-Missouri Theatre Ass'n.
Louis Patz, district manager, represented
National Screen Service. Senn Lawler, exhibition
chairman, was in New York working
with COMPO's Audience Award committee.
Neger called attention to the fine work done
by COMPO in the repeal of the admission
tax, but warned that local governments are
ah-eady eyeing the gap thus created. He
emphasized that distributors are matching
the exhibitor contributions on a 50-50 basis.
He expressed the opinion that little resistance
would be encountered among exhibitors this
year because one day's receipts without the
tax would usually pay for the COMPO dues.
He also felt there would be a different
attitude this year among drive-in operators
since they had all benefited. A 500-seat house
pays the minimum of $7.50.
Cards have been made up for distribution
to exhibitors by salesmen.
Every exhibitor has had a letter outlining
the need to support COMPO, which is the
only organization now which represents all
branches of the industry. Ai'thur Cole, local
industry representative, urged that no exhibitor
give less than the minimum since it
would not be fair to the other contributors.
He commended local Allied and KMTA for
sending out bulletins to all members supporting
the collection. He also told how
COMPO had quickly supplied the information
needed to forestall a threatened motion picture
admission tax in Wichita recently.
Miller suggested any exhibitor dragging his
feet on the collection be asked to look at his
own receipts for September 1, 2 and see what
COMPO had already done for him. The
question came up as to what should be done
about the exhibitor who has only one operation
but two theatres, closing the indoor
house when he opens the drive-in. Since the
government collects for both and Ascap does,
it was felt that COMPO was entitled to contributions
from both theatres.
Ray Etter Is Manager
BUSHNELL, ILL.—Ray Etter of Bushnell
has succeeded H. Dillenbeck as manager of
the Rialto Theatre here, a unit of the Pirtle
Amusement Co. circuit, which headquarters
in Jerseyville. Dillenbeck is moving to Belvidere.
111., where he reportedly will manage
the Apollo Theatre.
Larry Lehman Dead;
Retired Theatreman
KANSAS CITY -Lawrence Lehman, 70, a
local .showman for 56 years who retired in
1953 as manager of the RKO Missouri The-
LAWRENCE LEHMAN
atre. died at Menorah Hospital Friday (7).
He had been ill about two months and was
hospitalized about ten days. He and Mrs.
Lehman had toured Europe extensively before
his illness.
Lehman was only 12 years old when he
began his theatre career vending lemon drops
at the old Orpheum at Ninth and May streets,
where his father Martin Lehman was manager.
The younger Lehman desired so
strongly to follow in the footsteps of his
father as a theatreman that he left Central
High School after his sophomore year to become
assistant treasurer of the old Orpheum.
In addition to his experience at both
Orpheum theatres in Kansas City and some
industry experience at the Memphis Orpheum,
Lehman managed a stock company
at the old Auditorium Theatre and "discovered"
Tom Moore who became a popular
figure in motion pictures. In 1917, upon the
death of his father, he became the Orpheum
manager and innovated the "holdover" there
with a big-name show.
The transition from vaudeville to motion
pictures and consequent uncertainties of the
business found him "giving up" theatre business
several times, but always coming back,
until his retirement.
Funeral services were held Sunday (9i,
followed by cremation. His wife Edith, his
son Martin and two grandchildren survive
him. Lehman belonged to the Shrine, the
Elks and to the Congregation B'nai Jehudah.
Durrell Davis Is Dead
YATES CENTER. KAS.—Durrell Davis,
who with Mrs. Davis has been operating the
Temple Theatre and Y C Drive-In. suffered a
heart attack August 30 and died the following
Thursday (6>. He had been taken to the
Newman Hospital in Emporia. Funeral services
were held Monday ilO), with burial at
Augusta, Kas.
Allied Artists' "Dragoon Wells Massacre"
was produced by Lindsley Parsons.
BOXOFFICE :: September 15, 1956
43

Jerry
—
Fox Midwest Holds
District
Sessions
Fox Midwest Announces
Rhoden Week Winners
KANSAS CITY—Fox Midwest has announced
the flhoden Week winners for 1956,
based on the former five districts instead of
the recently reorganized four. Awards range
from $25 to $75. The winners:
Districts: George Hyde, Concordia (Kas.):
Willis Shaffer. Hutchinson: Speed Martin,
SaUna; H. F. Brown, Wichita Miller: Zeb
Pruner, Wichita Wichita.
District 4: H. M. Burnett, Mt. Vernon
Granada: Richard Clark, Mt. Vernon Stadium;
Dale ThornhiU, Centralia; Phil Hill.
Belleville: Erman Elred, Marion; Leon Koch,
District 1: Jess Spain, Fairway: Harold Benton: A. H. Pakarek, Jacksonville; Harold
Huyett, Uptown; Sam Naster, Carver: E. E. Smythe, DuQuoin, all Illinois.
Maxfield, Vista; Chuck Barnes, Granada District 5: Ralph Wallace, Moberly; Joe
all Kansas City.
Ruddick, Sedalia: George Hunter, Springfield
city manager; Blon Bryant. Springfield
District 2 : Ed Dorrel, Emporia ; Hayes,
Beatrice (Neb.>; Jack Maes. Atchison; Gene Fox: Russell Rhyne, Brookfield; T. S. Wilson,
Sappington, Ottawa: Ray McLain, Joplin; Excelsior Springs; Darrell Shelton, Council
Lyle Holman, Chanute.
Bluffs, Iowa.
44 BOXOFFICE :
Klmer Uhodrn, president of
National Theatre.s, wa.s baok on
home ground la.st week when he
attended a series of Fox Midwest
district meetings to formally
introduce Frank H. Hirketson
jr., new NT general manager.
Khoden, former head of Fox
Midwest, and Kicketson, with NT
film buyer Bert Pirosh and Richard
I*. Brous, FMW president,
conducted showmanship pep sessicns
at the gatherings. Top
panel, shows the district 1 gather
ng at Kansas City, headed by
Leon Robertson. At head table
are Robertson, Rhoden, Brous,
Pirosh and Ralph Adams, FMW
film buyer. Others in the photo
are theatre managers Ed Beaman,
Nick Carter, Robert Hockensmith,
Joe Borders, Cobby
Stewart, Harold Hume (assistant
film buyer), Harold Guyett,
Darrel Shelton, Harry Bills, Dudley
Marchetti, E. E. Maxfield,
Bert Funke, George Hyde, Sam
Naster, Jerry Hayes, Charles
Barnes, Roy Hill, Hugh Siverd,
Jack Maes, Jess Spain, Roy
North. Standing in rear are L. E.
Pope, FMW purchasing agent;
Senn Lawler, retiring division
manager; Frank Bramford, concession
manager, and Charles E.
Shafer, treasurer.
Second Panel, district 2, which
also met in Kansas City. James
Long, district manager, is seated
at left of Rhoden, Brous, Ricketson,
Pirosh and Adams. Others
shown are Clyde Patton, Dick
Fryer, Dale Stammerjohn, Tom
Steele, Chet Hilton, Blon
Bryant, Darrell Kay, Tyndall
Lewis, Dick Cottrell, Ray Mc-
Lain, George Hunter, Bob Hicks,
Bob Rothrock, Curley Wilson,
Lyle Holman. Joe Ruddick, Jim
Fronkier, Warren Loy and Steve
Soi;ttar.
Third Panel, Fred Souttar's
district 3, which met at Wichita.
Managers shown are Buddy
Brown, Clyde Crump, Zeb Druner,
George Cornwell, Don Ireland,
James Millspaugh, William Haas,
Ray Mozingo, William Welston,
William Rector, Mike Lehman,
James Martin, Bob Peck, C. C.
Murray, Darrell Presnell, E. D.
Dorrel, Charles Reed, Loyce
"Rocky" Rockhold, Leroy Nichols,
Dennis Montee and Willis Shaffer.
Fourth Panel, John Meinardi's
district 4, which met at St. Louis.
Managers shown are Gene Kincaid,
Chub Golladay, Russell
Rhyne, Pete Pekarek, Dale
ThornhiU, Harold Smythe, Phil
Hill, Gilly Burnett, Richard
Clark, Erman Aired, Leon Koch,
Al Spargur, Carl Lowery, Russ
Mortenson, Ralph Wallace and
Glenn Carroll.
; September 15, 1956
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BOXOFFICE :: September 15. 1956 45

KANSAS CITY
J^rs. T. H. Slothower, who operates several
theatres and drlve-lns in the Wichita
area, fell against a retaining wall In front
of her home and broke her left arm and
several ribs. Pi-iends who have talked to
her say it has not slowed her up, however,
and that she is most concerned about the
bruise on her chin which ishe saysi makes
her look as if she were wearing a goatee. She
also chipped the bone in one foot . . . Marvin
Fremerman of Mercury Advertising and wife
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}t y

: September
. .
. . . The
. . The
. . The
. . Arthur
. . Harry
. . Tom
'
"Portrait of Jennie (Joseph Gotten, Jennifer
Jones. Ethel Barrymorei, with which he
opened the festival. She said, "The good old
pictures are so much better than the bad
new ones." Still to be shown are: Alfred
Hitchcock's "The Parradine Case," (Gregory
Peck, Charles Laughtoni; "The Spiral Staircase"
(Dorothy McGuire, Joseph Cotteni;
Be Seeing You" (Jennifer Jones, Joseph
"I'll
Cotten>; "Since You Went Away" (Orson
Welles. Claudette Colbert. Shirley Temple i.
Break-ins reported in the area included the
snack bar at the Cherokee Drive-In at
Columbus. Kas.. operated by N. W. Huston.
The break-in was discovered by a supply man
when he stopped around noon to deliver supplies
and found the outside doors pried open.
Huston said the prowler was evidently after
money and when none was found, left without
taking anything else.
Beverly Miller wants to make sure no one
gets the wrong idea from the headline, "What
Would 1.001 Other Patrons Say." w^hich appeared
on a story in the September 8 issue
regarding an incident at his Highway 50
Drive-In at Jefferson City. We point out that
"1,001 Other Patrons" was merely a figure
of speech and in no way referred to the
actual number of patrons at the Highway 50.
"Such things have a strange way of becoming
twisted," Miller comments . . . Miller reports
the Frontier Drive-In at Atchison was robbed
of several cartons of carbons and several
cases of candy, thieves entering through the
booth door.
Margaret Milton, daughter of Howard Milton,
secretary to Elmer Rhoden sr. who accompanied
him to Los Angeles when Rhoden
left Fox Midwest to become president of
National Theatres, was on the Santa Fe Chief
when it was wrecked recently in New Mexico.
She had been visiting in Kansas City and was
on her way home. She was not injured .
Betty Eide, who resigned recently as secretary
to L. E. Pope. Pox Midwest purchasing agent,
was presented a pair of binoculars by the
other girls in the office and the purchasing
department gave her a nest of television
tables. Rose Marie Earp, former secretary to
Edd Haas, retired district manager, has
been transferred to Pope's ofifce.
A picnic at Loose Park Tuesday night was
promoted by Vonceil Jetter, Pox Midwest
switchboard operator, for James F. Craig,
maintenance man for the last 15 years and
about 20 years w'ith the company. About 80
FMW office personnel, local theatremen and
stagehands and wives attended. A fine feed
had been arranged and the event was a nice
sendoff for Craig's retirement . . . 1956 additions
to the PMW 25-Year Club, each of
whom will receive engraved silver trays, included
Jack Golladay, manager, Springfield,
111.; Everett Hughett, projectionist, Jacksonville;
Glen Manuel, projectionist, Topeka;
Albert Whittaker, Springfield, Mo.
54 Orphans Are His Guests
DANVILLE. ILL.—Jack Butler, manager of
the Skyway Theatre, recently welcomed 54
children from the Children's Home as his
guests at the drive-in. Free refreshments
were provided by the concession stand management.
The Big Sisters acted as chaperones
for the children, who attended under arrangements
made by the Vermillion county probation
office.
Zena Marshall, British actress, will have a
top supporting role in AA's "Jeannie."
INDIANAPOLIS
gob Jones, general manager of Affiliated
and chief barker of Variety, vacationed in
southern Illinois . . . The local tent reopened
for luncheons Monday. The first party, a
dance and midnight snack, is slated for
September 22. Tony Wylie, the old steward,
is back . Allied Theatre Owners board
resumed monthly meetings in the Variety
ATOI is advising
Club at noon Tuesday . . .
exhibitors to run "get-out-the-vote" trailers
on the fast vs. slow time referendum at the
November election, figuring a big turnout will
help beat fast time.
.
The Pine at Smitli Grove, Ky., has been
reopened by George Lindsay of Browjisville,
Ky.
. . D. P. McCrosky has bought the Twilight
Drive-In .
at Clay, Ky. . Speer
reopened the Monroe at Monroe City . . . The
Vivian at Carlisle reopened under management
of Delano Cowan . Wald has
converted the Gaymark at Evansville to
burlesque Pi-incess at Newburg will
open about September 28 with a new owner,
Edward Johnson. It formerly was operated
by Jane Cranshaw . Ratcliff plans
to reopen the Idaho at Ten-e Haute October
12 . . . William Passen has closed the Crescent
at Jasonville.
The Fine brothers, Evansville exliibitors.
moved to new offices, 604 Hulman Bldg.. September
11 ... S. J. Gregory, exhibitor chairman
of the Greek relief fund drive, has more
than 20 benefits scheduled in the state.
Among them is a premiere of "The Biggest
Thing in Life" at the Indiana September 26
Kentucky Allied unit will hold a
general meeting at the Seelbach Hotel. LouisviUe.
October 2 , . . Marc Wolf is entertainment
chairman and Trueman Rembusch in
charge of the business session programs
for the Allied Theatre Owners of Indiana fall
convention here October 23-24.
THIS IS
A
MOSQUITO ! ! !
he and his cousins
the GNATS and
EYE-MIDGES—pester
your patrons
KNOCK 'EM OFF
quickly . . . surely . . . easily
with
"SWINGFOG"
Gael Sullivan, vice-president of Magna, was
here for the gala state premiere of "Okla-
, . .
homa!" at the remodeled Lyric
Davidson, manager of the Vogue,
Henry
and Bill
Studebaker, Logansport exhibitor, have returned
from vacations in Canada . . . John
Maloney, MGM division manager, was here.
Hershel Webster Opens
Princess at Percy, 111.
PERCY, ILL.—The Princess Theatre here,
dark since early 1954, has been reopened by
owner Herschel E. Webster, Steeleville, 111.,
in cooperation with the Percy Boasters Club.
The club will sponsor benefit shows at the
theatre each Wednesday and Thursday night,
with the net proceeds for those nights going
to the club to help finance its plaas for providing
recreational facilities for the young
people of Percy and vicinity. Prior to the
reopening, the front of the theatre was remodeled
to permit the installation of a widescreen
and the interior was redecorated.
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BOXOFFICE
:
15. 1956
47

. .
ST. LOUIS
T oge 19 of the Colosseum of Motion Picture
Salesmen will meet Saturday (291 in the
Melbourne Hotel to select its delegates to the
1956 national convention, which will be held
here. The meeting will be preceded by a
Marcella Devinney,
luncheon at 1 p.m. . . .
Republic booker and winner of the Miss
FUmrow of St. Louis title at the recent annual
meeting of the Missouri-Illinois Theatre
Owner.s. left on Eastern airlines Friday (7)
for Miami. Fla., and an all-expense paid
week's vacation provided by MITO and
Republic.
Hall Walsh, southern prairie district manager
for Warner Bros., was in Kansas City
. . . Chick Scheufler, Warner Bros, office
manager, is making a fine recovery in St.
John's Hospital after an appendectomy .
Eddie Koehr, office manager. National Screen,
was back on the job after being off a couple
of days due to a virus Infection.
George Kerasotes, secretary and general
manager of Kerasotes Theatres, Springfield,
111., is back home from Mayo Clinic,
\
A.A THEATRE CONCESSION
SUPPLY
CO.

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BUREAU
\AODERN THEATRE PLANNERS
NROLLMENT FORM FOR FREE INFORMATION
he MODERN THEATRE
LANNING INSTITUTE
,25 Van Brunt Blvd.
lansas City 24, Mo.
ijentlemen:
Please enroll us in your RESEARCH BUREAU
'5
receive information regularly, as released, on
ie lollowing subjects lor Theatre Planning:
H Acoustics
n Lighting Fixtures
•D Air Conditioning q Plumbing Fixtures
J Architectural Service r-\ t> x
Projectors
H "Black" Lighting
J Building Material
D Projection Lamps
G Carpets
° S^°''°3
p Coin Machines ^ ^'9"^ """^ Marquees
1 Complete Remodeling Sound Equipment
] Decorating D Television
G Drink Dispensers D Theatre Fronts
G Drive-In Equipment D Vending Equipment
;] Other Subjects
i'
|hacrtre
.eating Capacity
hddress
i
1%
|tate
Signed
ostage-paid reply cords for your further convenience
!i
obtaining information ore provided in The MODERN
HEATRE Section, published with the first issue of
ach month.
Minor Lull in Chicago
After Labor Day Peak
CHICAGO An in former years, there was
a drop in attendance immediately following
the Labor Day weekend. Report.s from the
majority of theatre.s were that receipt.s for
the three-day holiday were the best they
have been in four years. The arrival of newcomers
during the past week was unusually
high, nine in the Loop alone. In this group
"Bus Stop" at the Oriental did much better
than average considering the post-Labor Day
lull. "The Catered Affair" at the Loop also
did well, and "House of Ricordi" at the World
Playhouse had a good beginning.
(Average Is 100)
King and I (20th-Fox) Carnegie The 220
Chicago The Burning Hills (WB), 2nd wk 230
Esquire Run for the Sun (UA) 225
Grand—Mohawli (20fh-Fox), Abdulloh's Harem
(20th-Fox) 185
Loop The Catered Affoir (MGM) 225
McVickers Oklahoma (Magna), 37th wk 250
Monroe Brute Force (DCA); Naked City (DCA)..190
Oriental Bus Stop I20th-Fox) 255
Palace—Cinerama Holiday (Cinerama), 68fh wk. . .235
Roosevelt The Creeping Unknown (UA); The
Black Sleep ( A) U 200
State Loke The Bad Seed (WB), 2nd wk 230
Surf—The Ladykillers (Confl), 11th wk
United Artists Somebody Up There Likes
200
Me
(MGM), 3rd wk 240
Woods Society (MGM), 2nd wk High 255
World Playhouse House of Ricordi (Monson) 21 5
. . . .
Ziegfeld—Rififi (UMPO), 6th wk 210
'Oklahoma!' Debut Scores
250 in Indianapolis
INDIANAPOLIS—Ideal weather helped the
Indiana state fair break attendance records
over the weekend and resulted in good but
not spectacular grosses at first run theatres
here. Exception to the rule was "Oklahoma!"
which has been playing close to capacity
since it opened at the Lyric.
Circle Vagabond King (Para); Animal Farm
(WB) 100
Indiano Away All Boats (U-l) 110
Keith's The Proud and Profane (Pora), 3rd wk.. . 90
Loews The Eddy Duchin Story (Col) 125
Lyric Oklahoma! (Mogno) 250
Kaycee First Runs Slump;
Cinerama Holds Strong
KANSAS CITY—Whether it was the backto-school
activity or other factors, boxoffices
were weak in the first run houses. The holdovers
did almost as well as the new bills. The
Rockhill, Kansas City's newest art house, is
building its clientele, but as yet has not
established an average on which to base
reports. Sam Chernoff, who has been here
1
to supervise the remodeling and opening of
the theatre, has gone back to Chicago.
Glen with Dickinson and Leawood ond Shawnee
drive-ins The Killing (UA); Nightmare (UA).
Kimo
. .
Simon and Laura (U-l), 3rd wk
90
100
Midland The Fastest Gun Alive (MGM); Patterns
(UA) 120
Missouri—This Is Cinerama (Cineromo), 13th wk.,375
Paromount The Vagabond King (Para); The
Leather Saint 90
Rockhill The Proud and the Beautiful (Kmgsley-
Int'l) Average unestoblished
Roxy Run for the Sun (UA) 75
Tower, Uptown, Fairway and Grenada Bus Stop
(20th-Fox), 2nd wk 110
Vogue—Portfoit of Jennie (SRO); Intermezzo
(SRO); reissues, 2nd wk 100
Buy Stonington Roxy
STONINGTON, ILL.—Helen M. Cravens of
Niantic and Tommy W. Halbecher of Sullivan
recently purchased the Roxy Theatre here
from Don Blaisdale of Decatur. The house
was reopened September 2 under the management
of the new owners. They plan to have
shows each evening with the exception of
Tuesday. The doors open at 6:30 p.m.
Threat of Martial Law
Over Kentucky Towns
STURGIS, KY—ThLs city and nearby Clay,
which have been prominent in national news
due to the difficulties of integration of
Negroes into the public .schools, faced the
possibility of martial law. Governor A. B.
"Happy" Chandler said at Frankfort September
8 he would order martial law the moment
his adjutant general reque.sts it. Three more
units of Kentucky National Guardsmen moved
into Sturgis and nearby Camp Breckenrldge
September 8 in preparation for a "showdown"
on the situation in Sturgis and Clay when
the schools reopened Monday ilO).
Martial law would affect the operation of
theatres and drive-ins in the area. The Victory
Theatre, 340-.seater. is owned and operated
by William E. Horsefield, who also owns
the Ritz, 323-seater, which has been closed
for many months. Horsefield also owns and
operates the Morgan Theatre at Morganfield.
Clay has one theatre, the State, 220
seats, on Main street. The Twilite Drive-In
near Clay recently was purchased by Mr. and
Mrs. D. F. McCrosky and their son Mike from
Rand Barker. The McCrosky family owned a
half interest in the Mack Enterprises, a film
distribution agency at Centralia, 111., and
also formerly owned a string of theatres in
Oklahoma.
RKO has eight productions in the cutting
room and 17 others in various stages of
preparation.
8fl/MG IM IN .. and
BRING EM BACK!
-^^^, Special Trailers
BOXOFTICE :: September 15, 1956 49

. . During
. . Daniel
. . The
CHICAGO
T*he Windsor changed its pace witli a double
bill of two first run films: "Tliis Man Is
Dangerous" and "Lady Paname," to adults
only . August, the censor board
reviewed 87 films, 25 of which were foreign,
two classified for adults only and none rejected
. J, Maloney succeeded Ed
Moore on the local censor board. Moore has
been transferred to the bureau of statistics.
Judy Garland and husband Ted Luft
lunched here witli friends before continuing
a trip to New York . B'nai B'rith
covHicil will hold its annual seminar and
worlcshop Sunday (16) at the Congress Hotel.
Pi-ograms for the coming year and indoctrination
of officers will taice place during the
one-day conclave of 42 local chapters.
Jack Springer joined the stalf of the
Schoenstadt Theatre circuit as assistant to
Manager I. Zatlcin. Springer came here from
Omaha, where he was film buyer for R. D.
Goldberg Theatres . . . The Bel Air Outdoor
Theatre, in its fij-st season, announced that
an experiment with a cafeteria-type snacic
service was successful beyond expectation.
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Frayser Northgale
To Bow This Month
MEMPHIS— Finishing touches are being
put on the new $200,000 Northgate Theatre
at Frayser. in a new shopping center, which
will be opened before the end of the month
by Augustine Cianciolo, well-known Memphis
exhibitor.
The 1.000-seat supermodern theatre, completely
air conditioned, will be operated under
a 20-year lease. Cianciolo operates the Plaza,
Rosemary, Luciann and Rosewood theatres
in Memphis.
The Northgate will have a sign extending
about 50 feet above the ground which will
identify the theatre from Highway 51 North
and from Millington road.
The lighted sign will be 20 feet wide. The
main marquee will face Millington road and
adjoin the entrance to the office building
and Community Hall in the Northgate Shopping
Center.
There will be 1,200 parking spaces in the
shopping center. The theatre's screen will
be 17x47 feet, equipped with new Cinema-
Scope 55 projection system and stereophonic
sound.
The Northgate will feature a glass-enclosed
cry room, equipped with baby beds
where babies can cry without disturbing patrons
and parents can continue to enjoy
the film.
Orphanage Location Site
Protested by Alumni
SAVANNAH—Opposition to the use of the
Bethesda Orphanage, oldest institution of its
type in America, as the locale for the production
of "The Cunning and the Haunted"
as planned by Waxman Productions for Columbia
release has been voiced by the
Bethesda Alumni, Inc., in the belief that
the novel from which the film is to be made
is not a true representation of the famous
and historical place.
The novel is by Richard Jessup, former
Savannahian and Bethesda resident. The
author, together with Frank Parmenter, the
Waxman company's production manager,
visited Savannah recently to scout locations
for making the film. They plan to shoot approximately
90 per cent of the picture on location
here. With the cooperation of Chamber
of Commerce officials a contract was entered
into between the producer and the
Union Society, the governing board of
Bethesda, for use of the boys home.
Chamber of Commerce officials have assured
the alumni and interested persons that
the historical place will in no manner be
identified in the film and that the location
will be used for a few of the scenes to be
made. Production as planned is expected to
start September 20 with approximately 140
extras employed from Savannah.
Robert Hardee, business agent of the operators
and stage hands local, reported that
his organization would furnish a crew of
technicians to augment those brought here
from Hollywood.
Bethesda, meaning "house of mercy," was
founded in 1740 by the Rev. George Whitfield.
During the Civil War it served as a military
hospital. It was damaged by fire in 1775 and
by hurricane in 1805, being rebuUt each
time. Today it is considered one of the
finest places of its kind in America.
Florida Assn Gathering
In Jacksonville Oct. 28
JACKSONVILLE — A note of optimism
dominated a gathering of officers and district
directors of the Motion Picture Exhibitors of
Florida here at the Hotel Roosevelt September
5, reported Elmer Hecht of Wometco
Theatres, Miami, president.
Hecht said present plans indicate that the
strongest group of industry speakers ever to
appear at a MPEOF convention is expected
at the annual membership gathering October
28-30.
"The program we are preparing for the
convention will provide us with many good
reasons for telling the small independent
exhibitors of Florida that they will benefit
by attending the Jacksonville meetings and
forums. We intend to take stock of our
situation and chart a future course aimed at
bringing us the highest possible returns at
the boxoffice."
LaMar Sarra, legislative chairman and
general counsel, and vice-president of Florida
State Theatres, gave a report on Florida legislative
and taxation trends. He informed the
group that Florida's rapid rate of population
increase has created a demand for tax
revenue which is over and beyond that
presently provided by tax sources. "Many
millions of dollars must be spent on our
expanding school system and state institutions,"
he stated, "and there is a grave
possibility that the 1957 legislature may
amend our sales tax law so that many of
our present tax exemptions may be removed."
The group was presented with a description
of state laws in relation to drive-in theatres,
and a committee was appointed to work with
state road department officials with a view
toward achieving more uniform regulation of
drive-ins in all districts of the state.
R. Cameron Price, RKO manager here,
assured the exhibitors of distributor cooperation
within the structure of COMPO,
and he praised the work of Florida exhibitors
who assisted in the recent and successful
drive to reduce the Federal tax on theatre
admissions.
Horace Denning, convention chairman, said
WELCOME TO
HOLLYWOOD—Cecil
B. DeMlUe, producer and director of "The
Ten Commandments," meets in his office
with John Thompson, Gainesville, Ga.,
exhibitor and secretary of the Motion
Picture Theatre Owners and Operators
of Geor^a, and Mrs. Thompson.
that many valuable ideas and constructive
plans will be supplied to the exhibitors who
attend the gatherings here October 28-30.
"In addition to top industry speakers, we
have scheduled better entertainment than
ever before and there will be glamor from
Hollywood to add spice to the meetings," he
declared.
Others taking part in the discussions were
B. B. Garner of Lakeland, MPEOF treasurer;
P. J. Sones, Tampa; Bob Daugherty, Haines
City, and Mark DuPree, this city, all vicepresidents;
Jerry Gold of Pahokee, chairman
of the board; and four district directors,
Sheldon Mandell, this city; Charles Richelieu,
St. Petersburg; Joe Lipson, Orlando, and
Harold Spears, Atlanta.
Also present at the meeting was Louis Gold,
executive of Gold-Dobrow Theatres. Pahokee,
who was appointed MPEOF secretary by
President Hecht to succeed Bob Anderson
who recently resigned from the industry. A
unanimous resolution was passed by the
gathering which deplored the loss of Anderson.
A second resolution expressed regret over
the news that director-at-large Nat Williams,
president of Interstate Enterprises,
Thomasville, Ga., was confined to St. Joseph's
Hospital in Atlanta suffering from a heart
illness, and wished him a speedy recovery.
F>resident Hecht closed the meeting by
reiterating his enthusiasm over the prospects
for a successful and valuable convention in
October.
Atlanta Convention Plans
Completed by WOMPI
ATLANTA—The final board meeting of
WOMPI, prior to the third national convention
September 28-30 at the Dinkler-PIaza
Hotel, was held Monday ilOi, at the Variety
Club. Mrs. Jackie Cowart, president, presided
jointly with Mrs. Stella Poulnot. convention
chairman, who replaced Mrs. Laura
Kenny, now a resident of Jacksonville. Final
plans for the national meeting were discussed.
Judges have been named for the awarding
of the Verlin Osborne publicity and Loraine
Cass service trophies. The judges are Pat
LaHatte, promotion dii-ector, Atlanta Journal-
Constitution; Mrs. Celestine Sibley, columnist.
Constitution, and Anise Troth, secretary to
Paul West of the Fulton County department
of education. The awards will be presented
to the winning clubs by Mrs. Christine Gilliam,
city film censor.
Joe A. Brinson Manager
At Swan, Madison, Fla.
MADISON, FLA.—Joe A. Brinson is the
new manager of the local Swan Theatre.
Brinson formerly was a member of the staff
of the Cannon theatres in Live Oak, Fla.
Arrests for Speaker Thefts
SARASOTA. FTiA.—Several boys have been
picked up as members of a gang which has
been stealing speakers from the Tropical
Drive-In. Some of the missing speakers were
found in the car of one of the boys.
BOXOFFICE :: September 15. 1956 SE 51

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. . H.
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MEMPHIS
This trade territory will be represented at
the Tlieatre Owners of America convention
September 20-24 in New York. Among
those wlio plan to attend are R. L. "Bob"
Bostick. National Tlieatre Supply Co., southern
manager. Memphis; Leon Rountree, Holly
Springs, Miss, exliibitor, and R. B. Cox, theatre
owner of Batesville, Miss.
Susan Wasson, Searcy, Ark., has been notified
of her selection in Pi-oducer Otto Preminger's
talent search for an unknown to
play the title role in "Saint Joan." She will
make her personal appearance September 26
in Dallas . Hollj'wood is
temporarily taking some of the wiggle out
of Elvis Presley, Memphis. Elvis called home
and during his conversation said: "The
makeup man gets me up at 5;30 every morning
and I fall into bed at 8:30 every night.
This place is just a workshop. I spent one
whole day plowing mules. Man, that was
rough." Elvis will be home briefly for an appearance
at the Tupelo, Miss., fair September
26.
The IVIissouri Theatre, Parma, Mo., reopened
full time September 8 . . . Herbert B.
Mitchem has taken over the operation of the
Rex Theatre at Lilbourn, Mo. . . . Whyte
Bedford, Marion Theatre and Ford Drive-In,
Hamilton, Ala., was in Memphis on business.
Tom Ford, Ford, Rector; Gordon Hutchins,
64 Drive-In, RussellvUle; Mrs. J. R. Keller,
Joiner, Joiner, and Adrian White, Imperial.
Pocahontas, were among visiting Arkansas
From Mississippi came Jesse
exhibitors . . .
Moore, Ritz, Crenshaw; Frank Heard, Lee
Drive-In, Tupelo; Mr. and Mrs. Bob Crawford,
45 Drive-In. Booneville; Leon Rountree,
Holly at Holly Springs and Valley at
Water Valley; G. C. Pi-att, Dirk, Fulton;
D. F. Blissard, Okolona, Okolona; R. B. Cox,
Eureka, Batesville, and C. N. Eudy, Houston,
Houston.
Andy Jonas, Trenton Drive-In, Trenton;
Doug Pierce, Jaxon Drive-In, Jackson; Guy
Amis, Princess, Lexington; W. F. Ruffin jr.,
and W. F. Ruffin sr.. Ruffin Amusements
Co., Covington, and Louise Mask, Luez, Bolivar,
were visiting from west Tennessee .
La Nelle Everett, contract clerk. 20th-Fox,
has resigned and is vacationing in California
Mclnvain, assistant shipper, 20th-
Pox, has entered the Marines . C.
Nelson, former Memphian, now with National
Theatre Supply Co., Oklahoma City as
a salesman, was a visitor on Filrm-ow.
E. L. Boggs, Moonlight Drive-In and Missouri
Theatre, Hayti, Mo., and Leon Hoffnagle,
booker for Commonwealth Amusement
Co., Kansas City, were Memphis visitors.
Halts Midweek Shows
BUSHNELL, FLA.—Charles Rooks, manager
of the Sumter Drive-In at Bevilles
Corner, "because of a shortage of good pictures
at a price the theatre can afford to
pay," will close the house on Tuesday,
Wednesday and Thursday September through
February, except during Christmas week and
possibly on other special occasions. Shows
are being scheduled as usual for Sunday and
Monday, Friday and Saturday.
Gu// Exhibitor Partners
Plan Film Production
MOBILE—Preparations have been started
by American National Films, Inc., for the
filming of "Bayou," a love story of the Cajun
people near the Gulf of Mexico. The film
will be the initial adventure of the new company
formed by Edward I. Fessler and M. A.
Ripps, who operate the Do drive-in theatres
in New Orleans, Biloxi, Miss., and here.
Harry Templeton, Hollywood, has been
chosen as production manager and now is at
New Orleans where he is at work on location
arrangements and preparation of properties.
Harold Daniels, who has worked for MGM,
Columbia and Selznick, will direct "Bayou."
He was assistant to Max Reinhardt on Broadway,
after which he directed more than 75
plays. He directed Bob Mitchum, Jimmy
Durante, Donald O'Connor in screen plays,
and recently he has been directing the
Readers Digest Fury series for TV and the
General Electric Theatre.
Fessler and Ripps said "Bayou" has a 21-
day shooting schedule on a budget of $260,000.
It will be photographed in Ansco Color with
a widescreen 1:85 to 1 ratio. Ray Ranahan,
Academy award winner in color photography,
is being considered for the camera work.
Douglas Fowler has been cast for the primitive
Cajun father and Tim Carey, a student
of Elia Kazan who recently appeared in "The
Killing," has been signed to the role of a
mixed-breed store owner.
The female lead, a Cajun girl, is being cast
in New York, according to Fessler. Release
is being negotiated with Allied Artists for
April 1957.
"Our aim is to create in feature film form
of high caliber," Fessler and Ripps said,
"sensitive, down-to-earth stories photographed
in their original locales and employing
talent and crew on the basis of
artistic fitness rather than name values.
"As exhibitors we are in a position to judge
the merit of screen work by the demands of
the people. Too often the delusion that top
names, the myth of advertising value of big
budgets or mass scenes and other chromeplated
production values are painfully made
evident only after the expenditure of vast
sums of money by many top producers.
"We propose to avoid the so-called epic
treatment, the stock backgrounds, the stereotypes
and flashy, uru-ealistic situations which
are a part and parcel of the bulk of the product
Hollywood now makes and pressures us
to exhibit.
"Our audiences have become extremely
selective of their entertainment, and rightly
so. Hollywood's fiercest enemy is not another
medium, but its own mediocrity and lack of
freshness of approach. Producer Kazan recently
expressed this more succinctly when
he said he is more concerned with talent as
it applies to a role than to boxoffice values
of the names involved. With this we heartily
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BOXOFFICE :: September 15, 1956 53

m BOOHIflG OfflCf
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. . The
. . Jim
. .
JACKSONVILLE
ijob Cornwall, former assistant in the advertising
and publicity department of
Florida State Theatres, has moved into a
newly created post as house manager of the
downtown, first run Florida, the flagship of
the FST circuit . . . Mrs. Laura Kenny,
secretary to BjTon Adams, UA manager, has
moved here from Atlanta. While in Atlanta,
Mrs. Kenny was a BOXOFFICE correspondent
and a leader in the WOMPI chapter
there. She said that for several years she
has wanted to live in Florida . . . Here from
Atlanta for several weeks is Charley Touchon,
UA executive, who is busy setting up office
procedures for the new UA suite occupying
the fourth floor of the Florida Theatre
building.
.
Charley King: of Exhibitors Service, and
not Jack Rigg as previously reported, is booking
for the Pompano Drive-In, Pompano
Beach, and the Gold Coast Drive-In, Deerfield
Beach Kirby, formerly with
Universal, has taken over the booking duties
Kay Film Exchanges,
for the Floyd Theatres , . .
which operates distribution offices
in Atlanta, Charlotte. Memphis and New
Orleans, has opened a local office in the
Guaranty Life building with Joe Thrift,
former Floyd booker, serving as salesman,
and Evelyn Hazouri, who has held posts with
20th-Fox and Howco. acting as booker . . .
Norm Levinson, MGM publicist, returned
from his first sw'ing into the Montgomery
territory where he exploited first bookings of
"High Society." He also set up campaigns
for the same picture in Miami, Atlanta,
Tampa and this city.
Walter Powell. 20th-Fox salesman, spent
two weeks visiting exhibitors in the lower
reaches of Florida as far south as Key
West . hurricane season moved into
the lower Atlantic and Caribbean and once
again alerted drive-in theatre owners to the
vulnerability of screen towers during high
winds. Although no hurricane of any size
had reached the Florida peninsula through
September 8, drive-in operators were taking
every precaution to protect their property
and patrons at any threat of danger. And
instructions were given to managers of indoor
theatres regarding the best ways to protect
property from hurricane damage.
Clint Ezell, NTE executive, is having a newhome
built in the south side . . . Exhibitors
here to buy and book were Bill Lee, Keystone
Heights; Jerry Fender, Brunswick. Ga.; Raymond
Mackes, Madison: Wright Sanders,
Greensboro: E. C. Kaniaris, St. Augustine, and
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Harold Spears jr., Winter Garden . . . Passes
to Loew's Normandy were being given to
housewives who cooperated with Jim Carey in
answering a questiomiaire regarding the
habits of their families in patronizing entertainment
facilities of the community.
Bill Beck was enjoying an extended run
with "The Ambassador's Daughter" at the
Five Points. All of his newspaper ads have
carried this punch line, "The Most Scandalous
Film Since 'The Moon Is Blue' "... Most of
the smaller drive-ins here have adopted the
policy of running three or more feature films
each Saturday night . . . With Bill Korenbrot
at the helm, the last run Arcade Theatre
has blossomed out w'ith many eye-catching
exploitation stunts for downtown crowds .
Elmer Hecht, Motion Picture Exhibitors of
Florida president, is working to have a large
contingent of Floridians at the TOA convention
in New York.
UA Southern District
Meets in New Orleans
NEW ORLEANS—James R. Velde, general
sales manager of United Artists, presided
over the three-day meeting of the UA
southern district at the Roosevelt Hotel, starting
Tuesday flD. This was the second of a
series of district conferences being conducted
during September to set the UA regional sales
plans for the fall and winter.
Milton E. Cohen, eastern and southern district
manager, also presided and other home
office executives on hand included John
Hughes, eastern and southern contract manager,
and Jules K. Chapman, supervisor of
branch operations.
The convention started with a luncheon at
which Velde was honored by bookers from
the New Orleans territory. George Pabst,
southern district head, led the field personnel
on hand.
Velde, Pabst. Hughes and Chapman also
participated in the activities at the formal
opening of the UA Jacksonville exchange
Monday 1 10 1 with William J. Heineman. vicepresident
in charge of distribution, presiding.
Byron Adams, former head of the Atlanta
exchange, was named manager at Jacksonville.
With the Jacksonville branch as UA's 33rd
domestic exchange, the southern district nowalso
comprises Atlanta. Charlotte. Dallas and
New Orleans.
Fort Lauderdale Theatre
To Operate Drive-In
HOLLYWOOD. FLA.—The West Hollywood
Drive-In has been sold by Prank Krickler and
will be operated by the Fort Lauderdale
State Theatre.
Milton Frackman will manage the drive-in
for the new owners.
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BOXOFFICE :: September 15, 1956 55

PKonc:
;
. . "Symphony
. . The
. . The
. . The
MIAMI
TITometoo. i-eminding Its personnel that the
U. S. still has a big civilian military
force in various parts of the world, suggested
that former co-workers (or anyone interested,
of course* might help lighten the time for
four former staffers now in service. MaJ.
John McKinnon. AO-572600. Hq. FEAF Base.
Box 217, APO 925. San Francisco, Calif, iwas
at Miami Theatrei; Lt. Daniel Miller, 0404-
2778. Tank Co. 85. 10th Inf. Regt.. APO 139.
New York, N. Y. iwas at Surf>: PFC. Dimitry
Alexander. U. S. 53231946-9440 TV, ScPc-35-
11. 35 Ave. Lie. N. Y. (was in TV production!
P\t. Marvin Pehr. U. S. 53232058. HANAU,
Dct. 7811, AU, APO 165, New York. N. Y. (was
in accounting depaatment).
Ralph Laneston, ciu-rently subbing for Del
Powell of the Gateway in Fort Lauderdale,
has had long experience in show business
both in drive-ins and conventional houses.
He has been supervisor for Walter Reade
Theatres, later joining the Ringling Bros.-
Barnum & Bailey circus, where he remained
until its recent closing.
Edward N. Clauffhton jr., who handles legal
affairs for Claughton Tlieatres, carries on
the family tradition of participation in civic
interests. Claughton. himself a former student
at the University of Miami, has issued
100 complimentary theatre tickets to coach
Andy Gustafson for distribution to the university's
football team. Tickets are good
at the Trail, nearest to the university. The
gesture is one of goodwill as a sendoff to
the coming season. It also is inspired by
Claughton's interest in football, since he
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CHARLOTTE
llTeber Howell, office manager at Paramount,
and his bride, the former Mrs. Billie
Elliott, were on a honeymoon. They were
married August 30 in the pastor's study of
the Avondale Presbyterian Church . . . Morris
Liftman, former owner of the Sylvan Theatre.
Rutherfordton. N. C, wa,s on the Row recently
to visit old friends. Liftman retired from the
industry a few years ago . Parker,
secretary to Lawrence Terrell. Paramount
manager, spent the week at the beach and
in getting her young son Tommy ready for
his first
term in school.
Robert Hames, Paramount salesmen, his
wife and small son vacationed at the beach
Peake, MGM booker, resigned to
enter the University of South Carolina at
Columbia . . . Vacationing at MGM were
Frank Savage, head booker, and his family at
Cherokee, N. C, and Mi's. Dorothy Mitchell,
booker, and her family in eastern North
Carolina . Mae Williams, Box-
OFFICE correspondent who has been hospitalized
for the last two weeks, is recuperating.
Visiting exhibitors included Alonzo Parrish,
Staiview Drive-In. Benson; H. P. McManus,
Greer Drive-In, Greer; Gordon and John
Glaze, Anderson Theatres, MuUins; Mrs. R.
H. Owen, Little, Oakboro; Willie Sams, Statesville
theatres, Statesville; Charlie Burgin,
Colonial, Valdese; Pete Zouras, Village,
Greenwood, and Som Bogo, Carolina, Batesburg.
Mrs. Viola Wister, president of WOMPI,
said that 20 members have made reservations
to attend the national WOMPI meeting in
Atlanta September 28-30. Newest WOMPI
member is Mrs. Lucille Price, secretary to
.
the Theatre Owners of North and South
Carolina . Webb, former operator of
the Imperial Theatre, Kings Mountain, N. C,
. Mrs.
is hospitalized at Kings Mountain .
Ella Montgomery, grandmother of Betty Jo
Mattox, 20th-Fox contract clerk, died.
Charles A. Komer Retires
From Community Circuit
DETROIT—The retirement of Charles A.
Komer as a partner in
Community Theatres,
one of the leading independent circuits in
Michigan in both the conventional and drivein
theatre fields, was announced by Irving
and Adolph Goldberg, remaining partners in
the circuit, Komer formed the circuit through
association with the Goldberg twins, who are
his nephews, a quarter century ago.
Komer, who has been active as an exhibitor
for about 40 years, plans to devote his time
to his other business interests. The Community
circuit will continue under the operation
of the Goldberg twins.
^^

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Special Films Division
Formed by Gold Medal
NEW YORK— Gold Mptliil Hi'ocluction.s has
organized a .special films division to protiucf
indii.slrlal films, television films and .sptrial
TV commercials in addition to films for the-
.itres and telecasting, according to Martin H.
Poll, president. Marc Daniels has been named
producer-director. Burgie Contner will be
cliief cameraman, Valerie Justin, production
coordinator; Bill Cecil, art director: Frank
Thompson, costume designer, and Lora Hays
and Charles Sent, editors.
The facilities of Gold Medal Studios, of
which A. W. Schwalberg Is board chairman
and Poll president, will be used. The theatrical
films division is using Uiem in mailing
•The Big Fun Carnival," a series of 15 90-
minute variety programs for Saturday matinees
for youngsters, for release by Artists-
Producers Associates, of which Schwalberg
IS president. Other producers are also using
the studios.
Anthony Perkins Named
To Star in 'Under Elms'
HOLLYWOOD—Anthony Perkins has been
set to star with Sophia Loren in "Desire Under
the Elms," a forthcoming Don Haxtman
Production for Paramount. Delbert Mann will
direct the Eugene O'Neill classic, Hartman's
first independent production since leaving
his post as Paramount's executive producer
last February. Irwin Shaw is writing the
screenplay of the film which goes before the
VistaVision cameras next March.
Richard Boone Is Signed
To 'Woman in Hell' Role
HOLLYWOOD—Richard Boone has been
signed by Bryna Pi'oductions for a top role
in "Woman in Hell," which stars Eleanor
Parker in the title role. Noted for his work
on the Medic TV series, he again plays a
doctor—a psychiatrist faced with the baffling
problem of a woman with three separate
personalities. Scheduled for MGM release,
the film will be produced by Jerry Bresler
and directed by Hugh Haas.
MGM Postpones Starting
Of Filming on 'Les Girls'
HOLLYWOOD—MGM has had to postpone
the starting date on "Les Girls" inasmuch
as two of the film's stars, Gene Kelly
and Leslie Caron, are not available. Kelly
is still working in "Happy Journey" on location
in France, and Miss Caron is appearing
on stage in London in "Gigi." As soon
as the two have fulfilled their commitments,
Producer Sol C. Siegel and Director George
Cukor will initiate lensing of "Girls."
Disney Buys Film Rights
To 'Dorothy and Wizard'
HOLLYWOOD—Walt Disney has purchased
film rights to "Dorothy and the
Wizard in Oz" from Lippert Pictures. Several
years ago, Disney acquired 12 other Oz properties
from the estate of the late author,
L. Frank Baum. As yet, it has not been determined
whether these works will be lensed for
theatrical and/or television distribution.
RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
Gentlemen:
Please enroll us in your RESEARCH BUREAU
to receive information regularly, as released, on
the following subjects for Theatre Planning:
n Acoustics n Lighting Fixtures
D Air Conditiomng Q Plumbing Fixturei
D Architectural Service
q Projectors
D "Black" Lighting
^ Projection Lamps
n Building Material
.Seating
n Carpets
„„ . .. ,. Signs and Marquee!
U Com Machines
D Complete Remodeling D Sound Equipmenf
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n Drink Dispensers D Theatre Fronts 1
n Drive-In Equipment D Vending Equipment
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Theatre
Seating Capacity
Address
City
State
Signed
Postage-poid reply cards for your further CO"**"'*"'.'
in obtolning information ore provided in The MODERr
THEATRE Section, published with the first issue o
each month.
58
BOXOFFICE
: : September 15, 1956

I
of
, zalez
;
tures.
I
of
I
I
economic
I
port,
i
. . Damon
. . Tom
Fire Hits Dalworth Plant
At Grand Prairie, Tex.
GRAND PRAIRIE, TEX.—Fij-e swept the
north end of the two-story Dalworth Mfg.
Co. plant about noon Wednesday (5) resulting
in estimated damages of $7,000 to the
building and $3,000 to equipment.
The firm, operated on this site by Byron
A. Susan four years, builds theatre amplifiers
and two-way radio systems. Much of
the equipment was located in the south end of
the frame structure and was removed to
safety. Temporary site of the plant has been
established in the Railway Express building
on Jefferson avenue.
Susan, whose interests in sound dates back
to the beginning of radio, became well known
in the southwest with his connections as
sound service man with RCA, Altec and the
Interstate circuit prior to entering business
for himself midway between Dallas and Fort
Worth. He also worked with Western Electric
in 1929 and with Warner Bros, and later the
Air Transport Command. He plans to relocate
as soon as suitable quarters can be located.
Bomb Scare Halts the Show
At Fort Worth Theatre
FORT WORTH—The TCU Theatre recently
was the victim of a cruel practical
joke. About 10;20 p.m. one evening, Manager
Robert Chambers received a phone call from
a youth who said, "I'm the boy who was put
out last week. I've put a bomb in the theatre
and it will go off in an hour." Although
feeling it to be a prank. Chambers stopped
the movie and told the audience of the
necessity of clearing the house. A thorough
police search revealed no bomb.
Abandon Plans in Del Rio
DEL RIO, TEX.—Charles Wolfe, manager
the Flamingo Drive-In, and Arturo Gonhave
dropped their plans to build a
drive-in theatre for Spanish-language pic-
It was to have been built on the site
the former Cowboy Park. An independent
agency which made a survey of business and
conditions gave a discouraging reand
it was felt that another drive-in
would not be profitable.
Bomb Threat a Hoax
SAN ANTONIO—Police put down as a
prank an anonymous phone call to the FBI
here declaring a bomb had been planted in
either the Majestic Theatre or building.
Police conducted a 45-minute search of the
theatre just as a cartoon got under way on
the screen. Patrons were not aware of the
search. After a check of all possible hiding
places in both the theatre and building the
bomb tip was designated as a hoax.
Cuts Giant Birthday Cake
KILGORE, TEX. — The "biggest" thing
about the sixth anniversary of the Kilgore
Drive-In Theatre here recently was the giant
birthday cake. Baked in rectangular shape,
the cake measured about four feet on each
side and is said to be the largest ever baked
in Kilgore. Mayor E. C. Elder cut the cake
at the "birthday party."
INDUSTRY
PROFILE
Roy Hughes, Heavener, Okia,, Began
Career in 'Crib in the Boxoffice
By JOYCE OXTTHIER
HEAVENER, OKLA.—Friday the 13th is
a lucky day in the Hughes family, says
Ray Hughes, owner
of the Liberty Theatre
in Heavener.
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Maintenance is reduced, as scuffing
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When planning your seating or
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COOLING
•yNFORTUNATELY, we didnt have an oppoitiiiiity
to meet aU the showmen who
are alumni of central and west Texas theatre.s
now livinR In the Magic Valley of the Rio
Grande while we were there on our vacation.
Lew Bray was one of them.
His -son Lew Bray jr., manager of the Queen
at McAllen. informed us that he was in Dallas
on a booking trip in behalf of his Valley
circuit of four theatres and one drive-in, with
offices at Harlingen.
"When I wa.s born in 1930," the son told us,
"dad was a booker for Publix Theatres In
De.s Moines. Later, dad and an older brother
became partners in the Cozy Theatre at
Gladewater in east Texas."
Bray sr. became a booker for the Interstate
circuit at Dalla.s in 1934. In 1935. he was
a,ssigned to manage the Vernon Theatre at
Vernon and, a year later, he was sent to
Brownwood to manage the Lyric Theatre,
where he remained three years.
Finally, he was promoted to city manager
of the Wichita Falls theatres in 1939. In
January 1943, Interstate promoted him again,
this time as Valley district manager.
In 1952, Bray became an independent circuit
owner, acquiring the McAllen Queen, the
Ritz and Gem at Weslaco, the State at
Mercedes and the Strand at Harlingen (now
used only as his office). Since the first of the
year he has had the Wes-Mer Drive-In between
Mercedes and Weslaco.
"The drive-in has the widest screen in the
Valley," the younger Bray told us. "It
measures 80 feet."
Another exhibitor we missed was R. D.
Leatherman. When we called on him at his
Border Theatre in Mission, he was in Raymondville.
When we arrived at his Texas
Theatres there, we found that we had missed
him again. However, when we returned home,
we received a long distance call from him,
which was the next best thing to an actual
meeting.
Leatherman now has a nine-theatre circuit
in and near the Valley area. They formerly
belonged to showman R. N. Smith.
Leatherman made his start in show business
during the early 1930s as an independent
exhibitor at Abilene before he joined Interstate.
He put in 19 years of service with
Interstate and became city manager of such
towns as Temple and Tyler before he submitted
his resignation in March 1953.
Afterward, he moved his home to McAllen
and acquired the Border and Mission at
Mission, the Texas, Rio, Ramon and Corral
Drive-In at Raymondville, the Pioneer and
Texas at Falfurrias and the Rig at Fremont.
L. A. Woodward and George Ayoub are the
projectionists at Interstate's Arcadia at
Harlingen. Like many others, they have
solved the problem of screening Cinemascope
trailers while running an otherwise flat program.
They nm them separately—that is,
each CS trailer is mounted on a reel by itself
while the anamorphic lens and 2.35 to 1
aperture plate is set in for their use only.
EQUIPMENT
BUFFALO ENGINEERING CO., INC Dallas, Texas
During the two to four minute run, the next
reel is quickly threaded and there is no pause.
Ayoub and Woodward also burn their carbon
stubs shorter by this method.
Ayoub. whose home is at San Benito, was
stationed at Camp Barclay in Abilene for
some time during the war. But Woodward is
strictly a Rio Grande Valley man. In fact,
ho has recently completed 30 years of service
with Interstate at Harlingen, having begun
with the circuit in May 1926. He Ls secretary
and treasurer of projectionists Local 688 and
was business agent until recently. He works
another job at the Harlingen AFB.
Leon Couch, the independent theatre
booker on Filrm-ow in Dallas, is a member of
the local. Another member is Charley Scroggins.
an RCA sound service man who
formerly worked out of Amarillo and Dallas.
He is now in New Orleans. L. E. Holloway,
whom we profiled in our July 14 column, is
another member now working in Fort Worth
theatres.
The Arcadia is managed by R. E. M. Gilbert.
A giant Saturday morning kid show is used
at C. D. Leon's Grande Theatre at Brownsville.
At an admission of 25 cents, the 10 a.m.
showing consists of ten cartoons and a Stooge
comedy, plus a free balloon, loUipop, bubble
gum and yo-yo for each child.
The newspaper ad layout also described two
cameras that were to be given away from
the stage. Each cartoon character was listed
separately for full effect.
The regular Saturday program was "The
Animal World" and "Strange Lady in Town"
double billed, with a Casper cartoon and a
serial episode.
The Grande is managed by Barney Hale.
Leon's offices are located in the Citizens
National Bank building at Abilene.
En route to the Valley, we stopped off at
Waco, where Claude H. Stewart, Interstate
city manager for the last 21 years, said "I
still don't know everything about show business.
I learn something new every day." His
beginning in theatres was at his hometown
of Fi-edonia. Kas., during World War 1. "I
pushed a broom," he said.
Afterward, he went to college at Emporia
and worked at a theatre for Green & Mc-
Clure as doorman. He also was a stagehand
and put out advertising. He left show business
for a while after college and went to
Kansas City on various other jobs for six
months. Theatres beckoned again ajid he
went into the Newman in 1929.
Stewart worked for Paramount Publix 18
months and was transferred by the circuit to
Denver during the construction of a new
theatre there. He helped out by handling a
wheelbarrow loaded with cement. Later,
Publix sent him to the Worth Theatre in
Fort Worth as treasurer. That was in early
1930 and he has been in Texas ever since.
Stewart went to the Empire in San Antonio
and later became assistant manager at the
Texas. He followed that by managing the
Rialto until its lease expired. The circuit
transferred him to the Queen at Austin as
short time before bring-
relief manager for a
ing him into the Dallas office to help cure
sick theatres with promotion work.
While Paramount Publix was being trans-
60 BOXOFFICE :: September 15, 1956

. . Boulevard
. . Doris
formed into the Interstate circuit, he became
manager of the Majestic in Abilene
and later became city manager of the Wichita
Falls theatres. He was transferred to Waco
in the same capacity in 1935.
He supervises the Waco, one of the downtown
first run houses, and the de luxe sub
run 25th Street. While the 25th Street is
one of the newer local theatres, the 35 to
40-year-old Waco has been remodeled several
times and does not show its actual age.
Two other show business vets are Charles
Keeler and Emmett Roberts, projectionists
at the Waco Theatre. Roberts has been in
the Waco projection room since 1929, except
for a brief spell at the Strand and a year in
California. Keeler has been there since 1946.
Roberts, a Comanche, Tex., boy, started
out in 1911. when "theatres had a real feeling
of being one when you went inside." He
worked in such towns at Gatesville and in
Paul's Valley, Okla., on one pin and two pin
Edisons and the Powers 5. He manufactured
his own gas for light in those days.
Later on, he reopened an Abilene theatre
and the doorman was Jack L. Reed. Reed is
now projectionist at Interstate's Paramount
and business agent of the Abilene operators
local.
Charley Keeler began at the old Empire in
Waxahachie in 1910 running the phonograph.
The projection room was equipped with one
Powers 5, and he would wind the photograph
spring so tight that it would break, just for
the opportunity to get into the booth while
the program was being cranked off. Later, he
became relief operator.
During the oil boom he became a member
of the old Corsicana operators Local 327 and
later transferred to McKinney. He came
to Waco in 1925 and went to work several
years for the Lemkes at the Crystal.
In his garage at his home he still has a
pair of Powers Cameragraph lamps in good
shape.
Keeler has served the Waco operators local
several terms as secretary and business
agent. Roberts has been a member since
Sept. 21. 1919.
The Waco Theatre projection room is
equipped with Brenkert heads and RCA optical
and stereosound, with Strong Mighty 90
lamps.
On April 4 last year Waco operators Local 597
held a banquet in honor of five local independent
exhibitors and presented them with
honorary membership cards in their union.
They were Ed Newman of the Newman Theatres,
E. C. Houck of the Joy Drive-In, Carl
Lemke of the Crystal, W. S. McLemore of
the Melrose and Abe Levy, an exhibitor there
at the time but now in Houston. They also
sponsored a boy for the Soap Box Derby.
The pcft Ccfh iHah says
HOUSTON
IJarry Creasy, projectionist at the Airline
Theatre, is making plans with Airline
Manager Bill Cruselle to film a series of
shows for television. They've already got the
nod from a TV station manager. Bill will
direct. Harry will be the camerman. He
worked with Columbia on "The Houston
Story" here and has worked with Wildings
Studios, Sonja Henie and many commercial
deals such as Champion Paper Mill & Petroleum
Co. Harry also does art work on shows
and lighting, and he does either movies or
stills.
Loew's State Manager Homer McCallon still
is having birthdays. He celebrated one Sunday
(2). Over that weekend he developed
fallen arches, he reports. All from carrying
the loot from the boxoffice to the bank on
"High Society." "Sensational business," he
says, which will no doubt run a minimum of
three weeks, maybe four. To keep from suffering
such an ailment again, he and hLs wife
Virginia flew over to visit friends near Del
Rio—with a side visit to Kedras Negras for
a Mexican dinner. The Loew's drive-in to be
built at Sharpstown is about to begin, says
Homer. Only the final nod from the bosses,
then the ground busters will begin to stir the
dust any day now.
A fire in the enlarged but not-yet-completed
snack bar at the Post Oak Drive-In
caused $1,200 worth of damage the other
night. A deep fat fryer caught fire when the
thermostat failed. Owner Jack Groves and
Manager Fred Anderson fought it, used up
all the fire extinguishers they had and then
called police, who used up all they had and
then had to resort to other means before it
was controlled. Jack and Fred both were
burned about the face and arms by the hot
grease, though not seriously. No one else
was injured. It would happen at intermission
time!
A giant back-to-school cartoon carnival for
one hour and 45 minutes was on Thursday
THIS IS
A
MOSQUITO I I I
he and his cousins
the GNATS and
EYE-MIDGES—pester
your patrons
KNOCK 'EM OFF
quickly . . . surely . . . easily
with
"SWINGFOG"
(6) at 9:30 a.m. in Interstate's Alabama,
North Main, Eastwood, Garden Oaks, Santa
Rosa, Wayside, Almeda, Village and Fulton
. . . Metropolitan Manager Ray Hay, his
wife Eileen and daughter Linda have Just returned
from a vacation which took them from
Santa Fe, N. M., through Colorado Springs,
Cripple Creek, Black Canyon, Durango and
on a nice train trip to Silverton.
.
Henry Harrell of 20th-Fox was in Dallas
on business Theatre's Frank
Wilke is back his feet and working . . .
on
Bob Mann, salesman for Columbia in the
San Antonio area, is back on the job after
a week off at his home in Dalla."! He had
a minor operation Knauf is the
new PBX
.
operator at Columbia. Marie
Sanders quit the job to await arrival of the
stork.
Jim Hudgens, office manager, Columbia,
reports that cashier Alice Hunter is still
hospitalized with a broken ankle and a very
bad shaking up received in an automobile
accident August 25 near Nacogdoches. Her
sister was killed and her brother-in-law
seriously injured. Alice is expected to be back
at work in about two weeks . . . Tom Vincent
of Southwestern Theatre Equipment Co. is
out of town on business.
Lillian Kunlcel is back in her old stamping
grounds with Southwestern Theatre Equipment
Co. and Southwestern Camera. She was
at the Camera store, beginning in 1948, for
some time and then took time out to have
two babies. She has pinch-hit a couple of
times in the last couple of years for them.
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For Information Contact
HENRY STEINER
McAllcn, Te
Phone: MUrroy 6-5477
BOXOFFICE :: September 15, 1956 61
J

DALLAS
giim Sihwartz, Eagle Pass exhibitor and one
of Texas' eldest showmen, spent a week
here arranging for the opening of his Del-
Cenizo Drive-In. Modern Theatre Equipment
sold Monograph and Strong Super 135 booth
equipment for it. Since the winters are
extremely mild In Schwartz' area, such a
theatre can operate the entire year profitably.
The Meadowbrook Drive-In, recently reopened
on the new Fort Worth toll road by
Oscar May and sold to Lone Star Theatres,
was completely equipped with the Century
line by Hardin Theatre Supply. Ad.im B.
"Joe" Joseph, a local theatre broker over 19
years and son-in-law of J. H. Hardin, handled
the sale . . . Mrs. Myrle Jennings celebrated
her eighth year with Hardin. Honored
because of her pleasant way of handling calls.
she was dubbed "Miss Telephone Voice" by
several theatre owners.
Otto Akin has returned from his vacation
You can depend on us
day or night for service.
OKLAHOMA THEATRE SUPPLY CO.
628 West GroniJ Ave. Telephone: RE 6-«691
Okiohomo City 2, Oklo.
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BRILUANTr
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"tmiNG!

'Sociely' Far in Fronl
Al Omaha With 185
OMAHA—Far out In front of the field.
"High Society" was in a class by itself as it
ran up a 185 per cent mark at the State to
lead downtown boxoffice figures last week.
Two other theatres also got back into the
above average column, the Omaha with "Bus
Stop" and the Brandeis with "The Bad Seed."
(Average Is 100)
Admirol-Chief Outside the Low (U-l); Behind the
High Well (U-l) 95
Brandeis—The Bod Seed (WB) 135
Omaho Bus Stop {20th-Fox) 1 20
Orpheum Bondido (UA); Nightmare (UA) 135
Stote—High Society (MGM) 185
Newcomers Hurt as Loop
Business Tapers a Bit
MINNEAPOLIS—With none of the three
important newcomers showing substantial
boxoffice strength, the Loop tapered off after
its long stretch of skjTOcketing grosses. The
holdovers continued strong. On the favorable
side was cold weather; an adverse factor was
children's return to school.
Gopher—Run for the Sun (UA) 90
Lyr.c Bus Stop (20th-Fox), 3rd wk 125
Orpheum The Bod Seed (WB), 2nd wk 135
Pon Stors in the Dust (U-l); Noked Down (U-l). . 80
Rodio Cify Burning Hills {WB) 90
Sfote Bigger Thon Life (20th-Fox) 85
World The King ond I (20th-Fox), 165
9th wk
St. Paul Midtown to Art
And Bars Juveniles
ST. PAUL—The de luxe Midtown Theatre
here has been converted into an art house
for adults only. It is the first Twin Cities
theatre to bar juveniles. The new policy was
inaugurated with "I Am a Camera."
The Midtown believes that the barring of
the small fry, some of them noisy and others
occasionally vandalic, will tend to stimulate
adult patronage and make for less expensive
theatre upkeep.
The Twin Cities now have six art houses,
four in Minneapolis. Much of the time they
advertise attractions "for adults only."
Elliot Goldenberg Wins
Northwest Variety Title
MINNEAPOLIS—Elliot Goldenberg won
the Variety Club golf title at the annual
tournament at the Oak Ridge Country club,
shooting a 76. The runnerup was Martin
Stein, circuit owner, with 77. The low guest
winner was Babe LeVoir, former University
of Minnesota football star, who shot a 76.
A plaque was presented to George Turner
who was guest of honor. Turner has retired
from MGM here after 53 years of service as
a salesman with the company.
Bob Brill to Janesville
JANESVILLE, WIS.—Robert Brill has been
named manager of the Myers and Highway
26 theatres here. Brill entered the theatre
business eight years ago as an usher at the
White House Theatre in Milwaukee. Later he
became manager of the Sherman, Paradise.
Wisconsin, Garfield, Venetian and Century
theatres, all in Milwaukee. As one of his first
acts in Janesville Brill staged a back-to-school
party at the Myers Theatre, giving away
tablets, rulers and pencils. Brill succeeds
Douglas Conine as manager of the two local
houses. Conine went to Beloit to manage
Standard Theatres houses there.
Stinking Joke Played
On 'Seed' Audience!
Minneapolis— .\n RKO Orpheum theatre
audienee wa.s thrown into pandemonium
during the showing of "The Bad
Seed" when a skunk was let loose in the
showhouse by an unapprehended culprit.
The management feels it was a stinking
practical joke. The odifcrous animal was
tossed into an aisle immediately after a
line in the film referred to the ordor of
a skunk.
Many panicky patrons pulled their feet
onto the seats in fear of the scurrying
animal which filled the theatre with its
pungent scent, and women screamed.
Fumigation got under way while the
show proceeded. Despite the unpleasant
odor, few walked out.
The mystery is how the animal was
smuggled into the theatre without detection.
Larry Stewart Appointed
Manager for St. Cloud
ST. CLOUD, MINN.—L. E. "Larry" Stewart
recently became manager of the Paramount
and Hays theatres, replacing Raymond
Konewko who had resigned. Stewart has
been with the Minnesota Amusement Co.,
who owns the two local theatres, for 27 years.
He has operated theatres in Atierdeen and
Madison, S. D., and was previou.sly manager
of the Gopher Theatre in Minneapolis and
the Strand Theatre in St. Paul. His latest
position was manager in Huron, S. D., where
he was also active in the Chamber of Commerce
and other civic enterprises. Stewart
and his wife will live in an apartment in
the building which houses the Paramount.
Manager Quits Theatre Business
ALBION, NEB.—Earl Sherman, manager of
the Boone Theatre, is moving to Geneva
where he recently purchased a store. He has
been manager of the theatre for five years.
Before that he had owned his own theatre at
Ponca.
To Reopen at Sun Prairie
SUN PRAIRIE, WIS.—Manager Charles
Nygaard will reopen the Prairie Theatre here
the middle of the month with a single feature
policy.
HANDY
Sub Runs Considering
Split of Top Films
MINNEAPOLIS— If a group of local neighborhood
exhibitors are able to work out a
satisfactory plan, there will not be so many
showhouses playing the same picture slmultaneou.sly.
So much of the day-and-date spotting of
attractions undoubtedly has been harmful,
particularly in the earhest 28 and 35-day
availability spots, it is pointed out.
With aggregate theatre attendance on the
decline and many films "largely milked" during
long downtown first run engagements,
the theatre owners in question feel they
would be much better off in a boxoffice way
if the available business for them wasn't split
so many ways.
One of the suggestions being considered is
a split-up of top pictures as they become
available with groups taking turns at having
first
picks.
Omaha, Minneapolis
Start Drive for COMPO
OMAHA—The COMPO membership drive
got off to a flying start at an organizational
meeting attended by distribution men on
Omaha's Filmrow. Joe Jacobs, Columbia
manager, was named chairman and other
branch managers were assigned sections. Several
salesmen reported exhibitor appreciation
of the amusement tax victory already was in
evidence in predrive signups.
MINNEAPOLIS—A vigorous campaign has
been started in this area in behalf of COMPO.
E. R. Ruben, circuit owner, and Charles
Winchell, Minnesota Amusement Co.,
are exhibitor
co-chairmen, and Myron Adcock,
Warner branch manager, is distributor head
for the drive. Theatre membership fees are
based on seating capacities.
Joins Paper Ad Staff
NEW HAMPTON, IOWA—Ray Klenske.
who resigned as manager of the Firemen's
Theatre here, will join the advertising staff
of the New Hampton Economist and Tribune.
He will replace Ernest Larkin, who will return
to the University of Iowa where he will
be a senior.

. . . Lois
. . . Jim
. . . Helen
. . Lou
. . . With
. . The
. . The
. . Foster
. . MGM's
. . Bob
D E S
MOINES
TJob Sandler, son of theatreman Nate Sandler,
is being honored by two affairs here
in celebration of his recent winning of a
national golf tournament. The Standard
Club held a stag Monday ilOi to which
Var.ety Club members were invited. Variety
plans an affair of its own later this month
Ewing, Columbia cashier, is now
in Seattle, Wash., on her two-week vacation
Riclcetts, Columbia booker and office
manager, drove to Indianapolis to bring home
his wife who had been caring for her ailing
mother.
Hart Fees and Dick Kiihl of Greenfield
and Corning were on the Row on a booking
JUNi J956
I
trip. The Kuhls recently retm-ned from a
Charles Laughlln, Universal
Colorado vacation . . .
salesman, has resigned and his
territory
is now being handled by Carl Reese of
the Omaha exchange . Levy held a
screening of the new Universal picture. "Unguarded
Moment." at the Fox screening room
last Friday night.
Frank Zanotti, RKO booker, is on vacation
Wallace, who was filling in temporarily
at RKO. now has been added to
the staff as a permanent employe . . . Dorothy
Pobst. president of WOMPI. is making plans
to attend the national convention in Atlanta,
Ga., the last weekend in September . . . NSS
MARKED 28 YEARS
OF CONTINUOUS SERVICE TO THE
THEATRES OF IOWA
We Handle All Lines
• PROJECTION EQUIPMENT
• NATIONAL CARBONS
• BAUSCH & LOME
• KOLLMORGEN
HILUX LENSES
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of Standard Equipment
• MOTIOGRAPH
• CENTURY
• STRONG
• ASHCRAFT
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GENERATORS
• REPAIR PARTS FOR STANDARD and SUPER SIMPLEX
• CENTURY and MOTIOGRAPH PROJECTORS
• IDEAL CHAIRS
• RAYTONE SCREENS
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• POPCORN and CONCESSION SUPPLIES
DES MOINES THEATRE SUPPLY
1121-23 High Street
Des Moines, Iowa
CO.
Phone Cherry 3-6520
is undergoing another remodeling Job— this
time to the front of the exchange—with big
picture windows I'eplacing the old ones . . .
Herman Cotfman, former Row sale.sman, is
back in the film business, now associated
witli Allii'd Artists.
MINNEAPOLIS
Caul Malisow, who resigned as 20th-Fox
manager here recently has changed his
plans. Instead of opening an independent
exchange he has joined Television Products
of America as a salesman. The company
!?e!ls half-hour screen subjects to TV stations
and advertisers Blake, U-I
western division sales manager, and Ben
Marcus, Columbia district manager were in
. . . Following another meeting of exchange
managers here this week, the salesmen started
out to sign up exhibitors and collect member.ship
fees for COMPO.
Jess McBride and his Paramount staff were
first nationally in the ninth week of the
Salute to George Weltner sales drive . . .
Otto Kob's suburban Oxboro Theatre is celebrating
its sixth anniversary
mount booker John Lewis was vacationing
in northern Minnesota . "Tea and
Sympathy" will go into the Minneapolis State
and St. Paul Strand September 27. and
Robert Stone, exploiteer here, already is
^
work on a big publicity campaign. Stone is
moving his wife and their newly arrived
child here from Des Moines soon.
Harry H. Weiss, RKO Theatres division
manager, underwent surgery on an arm fractured
in an auto accident. He'll be carrying
it in a sling for a considerable while yet, but
he is back on the job after more than a
month's absence . . . Ted Mann, owner of the
World theatres, returned from a businesspleasure
trip to California . . Columbia's
.
"Tlie Solid Gold Cadillac" will go into the
two Orpheums October 10 and the Minnesota
Amusement Co. has bought it for the entire
circuit.
Stu Murphy, formerly with National Screen,
has joined the UA sales staff. He succeeds
Mort Eichenberg, who resigned, covering
southern Minnesota . Pfau, Mankato
exhibitor, was on Filmrow . . . Art Ander-
.«on, Warner district manager, is due back
any time after an extended leave of ab-
.sence.
Don Swartz, independent distributor, attended
a Chicago meeting of Associated Film
Releases . French "The Proud
and Profane" was in its third week at the
Suburban World . Lucky Twin Drivein
held "Bob and Sally" for a second week
final returns not yet in, recent
theatre collections for the Variety Club heart
hospital now total more than $25,000 . - . .
Bill Broms is in charge of arrangements for
Variety Club's first dinner and dance of the
fall season in the clubrooms at 5:30 p.m.
September 22.
Paramount will not move from its present
quarters after all. It has just renewed its
lease on the building . . B. D. Stoner, Paramount
.
division manager, was in . . . The St.
Paul neighborhood Hamline ran a large Sunday
newspaper ad announcing that henceforth
it will not offer double features. The
ad was headed "A message to St. Paul movie
patrons." It read: "We believe that many of
64 BOXOFFICE September 15, 1956

. . . Lyle
. . Bill
. .
. . Ben
. . Pat
you wish to see only a single feature. We are
therefore starting a new policy of all single
feature programs with the best in shorts.
There will be a new show each Sunday. Tuesday
and Thursday."
.
20th-Fox exploiteer Chick Evens was in
working on "Bigger Than Life" and "Bus
Stop" . Westerman was transferred
from the WB sales to the booking department
Carisch has sold his theatre at suburban
Excelsior to Kenneth Keesling
Horace Young, Chaska, Minn., exhibitor, died
at the age of 62 ... A gang of teenagers attacked
DeWayne Thompson, manager of the
St. Paul neighborhood Garden, and also
smashed a plate glass window . . . Raymond
Konewko resigned as manager of MAC Paramount
at St. Cloud, and L. E. Stewart was
moved from the Huron, Hiu-on, S. D., to succeed
him. James Randgaard jr., son of the
Staples, Minn., exhibitor, was named manager
of the St. Cloud. Hayes theatre. Paul Ford,
assistant manager of the Minot, N. D., Empire,
has been sent to the Grand, Jamestown,
N. D., where he replaces Palmer Johnson,
who has moved to the Huron.
Patrons Wind Up in Court
After Noisy Argument
DES MOINES—An argument in a theatre
here last week over one patron's being too
noisy for another's liking became so noisy
that both men wound up in court.
Richard Leroy Labus told Municipal Judge
Howard W. Brooks that the man seated
behind him in the Des Moines Theatre was
making so much noise "I couldn't hear the
picture."
Labus said he told Charles Leroy Southern
"to 'shut up,' and then he banged on the
back of my seat. Then I slapped him and
finally picked him up and carried him out
the aisle." Southern said he made no attempt
to resist Labus, who is almost twice his size.
The men were arrested by patrolman Bruce
Dyer at the request of the theatre management.
They pleaded guilty of disturbing the
peace and were fined $10 each.
Minneapolis Papers Ban
Art-Ads on 'Than Life'
MINNEAPOLIS—The "Bigger Than Life"
pressbook and art have been blue-penciled by
the two local newspapers, which recently laid
down a strict theatre advertising censorship
code.
The picture, which deals with the effects
on an individual of excessive use of the drug
cortisone, was playing day and date at the
Minneapolis State and St. Paul Riviera.
Minneapolis Star and Tribune advertising
departments informed the Minnesota Amusement
Co. that their ban on drug addiction
suggestiveness prompted the censorship of
the copy, in St. Paul the two newspapers,
also having one owner, ran the copy and art
unaltered.
Roy Mundon Dies
LAKE ANDES, S. D.— Services were held
here for Roy Mundon, former exhibitor here
who died at a Yankton hospital following a
stroke he suffered after returning home from
a drive-in. Mundon was one of southern
South Dakota's veteran exhibitors. He sold
the Mix Theatre here a number of years ago
to Bill Wuest and retired from active participation
in the film industry.
OMAHA
TlA'rs. Hazel Dunn has remodeled the Jewel
Theatre at Valentine. The out lobby has
been redecorated with new floor tiling and
painting, and the inner foyer has been recarpeted
and oak paneling installed on the
walls along with new fixtures. Plans and material
were by Quality Theatre Supply of
Omaha . Marcus, Columbia district
manager, was here a couple of days.
Paul Tramp, Filmrow visitor from South-
Central Nebraska, reported fields in the area
around his town of Oxford "as dry as you
know what." Tliere is some irrigation in the
region and pump wells are growing where
the land is level enough to be watered. But
the pinch is on among the great majority of
farmers and many are thinning their livestock
herds because of a lack of feed.
The Variety Club Bowling League got under
way last week with eight teams but more
will be added to accommodate more bowlers.
Teams are Warner Features and Shorts,
Co-Op Booking Service, 20th-Fox, Film
Transports, Theatre Booking Service, Airport
Drive-ins and Ballantynes. The league bowls
Tuesday nights at the Music Box . . . Rita
Miller. Warner stenographer, visited at Lake
Okoboji.
. . . Elizabeth
Mona Hansen, Universal, was a holiday
bride. She was married Labor Day weekend
to Howard Nelsen of Omaha . Halloran,
Buena Vista, made a swing through the Iowa
territory . . . Tony Goodman, Warner booker,
gained the finals in the first flight of the
Indian Hills golf tournament. Last year he
beat Gordon Gluwe and won the Indian Hills
championship. This year Gluwe defeated
Goodman in the first round
Wolf, United Artists cashier, vacationed at
home. Delores Kramper, Universal cashier,
left this week for Colorado.
It is rumored several parties are interested
in leasing Epstein's Corby Theatre, which
closed in Omaha about a month ago . . Exhibitors
.
on Filmrow included lowans
Bob
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Tradesmen in Two Towns
Join to Open Theatres
MINNEAPOLIS—Merchants and civic
groups in two small towns have taken steps
to insure a motion picture theatre. At Ulen,
Minn., merchants found that two years without
a showhouse has been detrimental to
their business. Accordingly, through their
civic and commerce a.ssociation they've agreed
to extend "special cooperation" to Allen Evans
when he reopens the shuttered Ulen Theatre.
In Herreid, S. D., businessmen are engaged
in a drive to raise $40,000 to finance the construction
of a theatre. The town has been
without a showhouse for some time.
Free Popcorn Given to Patrons
ELDON, IOWA—Mr. and Mrs. Richard
Baker had a special "get-acquainted" treat
for all patrons of the theatre here last weekend.
Free popcorn was given for every paid
admission
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BOXOFFICE :: September 15, 1956 65

.
VOTE
Study the issues and the candidates—
and then decide where you stand
cal news and editorial page.
Talk things out with your neighbors over the
back fence and at the filling station on the corner.
Take part in the discussion group at your
church, club, lodge, or school.
Think about the issues and the candidates—
and then make up your own mind. Remember,
nobody is in that voting booth but you and your
conscience. Step behind that curtain with pride
on election day. Then vote as a free American.
1
You wouldn't buy a new car without at least
driving it around the block.
You wouldn't buy a new house without
checking up on the neighborhood, the schools,
and any back taxes.
So vote — but don't vote in the dark in this
exciting election year.
Listen to what candidates are saying on TV
and radio.
Read your newspapers— especially the politir
1
Be sure you're registered.
VOTER'S CHECKLIST
2. Study the issues and
candidates. Go to rallies.
Ask questions. Read the
papers. Listen to speeches.
3. Mark up a sample ballot
in advance. (They are
published in the papers.)
4. Join your neighbors at
the polls on Election Day
November 6th.
Is your
name
in the
book?
You can't vote if you're not regittared.
You lock yourself out of the
polls, unless you're a registered
voter. And you and only you con
get your name in the Registration
Book. When they call the roll on
election day, will you be there? Do
you know anyone who won't?
Through the Courtesy of
BOXOFFICE
66 BOXOFFICE ;: September 15. 1956

'Bus Stop/ at 225, Tops
Perky Detroit Week
DETROIT
-Bus Stop" had a sock opening
here, while "High Society" scored heavily in
its third week and "Oklahoma!" enjoyed a
pickup in its 28th week.
(Average Is 100)
Ad;ms High Society (MGM), 3rd wk 185
broodway-Copitol King Kong (RKO), I Wolked
With a Zombie (RKO), reissues 90
Fox Bus Stop (20th-Fox) 225
Madison The Eddy Duchin Story (Col), 4fh wk.. .150
Michigan Pordncrs (Para); Francis in the Mounted
House (U-l), 2nd wk 100
Pa ms—^Pillors ot the Slly (U-l), I've Lived Before
(U-l) 95
Uni.ed Artists Oklahoma! (Magna), 28th wk...l90
'Society' Still Best
On Cleveland List
CLEVELAND—"The Eddy Duchin Story"
ended a four-week run at the Allen with a
take of 110 per cent. "High Society" in its
fourth week rang up a very strong 175 per
cent, just under the previous week. "Bus
Stop" had an excellent second week at the
Palace but was not held. "Away All Boats"
finished a two-week engagement with 80 per
cent. "The Proud and the Profane" in its
third week scored par. The biggest of the
new pictui'es on parade was "The Ambassador's
Daughter," which met a 90 per cent reception,
Allen—The Eddy Duchin Story (Col), 4th wk 110
Heights Art The Proud and Beautiful (Kingsley) . H
Hippodrome Away All Boats (U-l), 2nd wk 80
Lower Mall Wages of Fear (DCA) 80
Ohio The Proud and Profone (Para), 5th d.t. wk. . 100
Polace Bus Stop ;20th-Fox), 2nd wk 1 35
Stole The Ambassador's Daughter (UA) 90
Stillmon High Society (MGM), 4th wk 175
"Bus Stop' and 'Bad Seed'
Pace Cincinnati Runs
CINCINNATI—"Bus Stop" at Keiths led
the downtown boxoffice draw, reaching 165
and assuring an extended run here. "The
Bad Seed" at the Palace was next with 140
and also stayed for a second week in the
Palace.
Albee—The Proud and Profane (Para) 110
Grand ^High Society (MGM), 4th wk 130
Keiths— Bus Stop (20th-Fox) 1 65
Palace The Bod Seed (WB) 1 40
Bob Tuttle and Partner
Buy Adrian Drive-In
ADRIAN, MICH.—Robert B. Tuttle, former
manager of the Sky Drive-In here, and M.
Donald Swenk, both of Adrian, have purchased
the Lenawee Auto Theatre here,
formerly operated by Vincent Ochs. Ochs is
leaving for Florida and may consider entering
the theatre business there.
The Sky Drive-In now is being managed by
William C. Jenkins, son of owner William
G. Jenkins. Both theatres are now being
booked by Clark Theatre Service, Detroit.
Don Reda Plans to Build
Airer Near New Highway
LONDON, KY.—Don Reda, who has been
in the theatre business for 33 years, has
sold out his shai-e in the Reda Drive-In and
the indoor theatre here to O. G. Roaden of
Loyal. Reda now is in Sarasota, Fla., where
he will remain until the new road is built
between Lexington and Richmond. He and
his brother Ernie own a strip of land on the
new right of way and will build a drive-in
on it as soon as the road work is started.
Mystery Rider Contest
Set Up With Transit Co.
Max Mink, manager of the Palace, Cleveland,
Ohio, cracked the hard shell of cooperative
promotion of the Cleveland Transit
System with a mystery rider contest for "Bus
Stop." The transit system posted 12,000
posters in its buses to tell riders about a
mystery rider who would appear at .specified
bus stops and give passes to the picture to
those persons identifying her.
The posters carried Marilyn Monroe art,
announcement of the picture at the Palace
and the bus stops and hours at which the
mystery girl would appear. Every day, Monday
through Friday, she appeared at a bus
stop in a different part of the city, thus
giving the promotion wide publicity.
Allied of Kentucky
To Meet October 2
LOUISVILLE, KY.—The Allied Theatre
Owners of Kentucky will hold its second
annual general membership meeting Tuesday.
October 2, at the Sheraton-Seelbach Hotel
here. The general meeting will be preceded
by a board of directors dinner meeting on
Monday evening, October 1.
E. L. Ornstein, president of ATOK, made
an urgent plea for all exhibitors, both members
and nonmembers of the organization, to
attend the convention, and asked that film
exchange managers, film salesmen, distributor
personnel and equipment dealers be in
attendance to discuss problems of mutual
interest.
Social highlight of the convention will be
a cocktail party hosted by W. E. Carrell sr.
of the Falls City Theatre Equipment Co. One
of the principal speakers at the luncheon
meeting will be actor Ronald Reagan. Other
features of the meeting will be a film clinic
and election of officers.
Threat of Martial Law
Over Kentucky Towns
STURGIS, KY.—This city and nearby Clay,
which have been prominent in national news
due to the difficulties of integration of
Negroes into the public schools, faced the
possibility of martial law. Governor A. B.
"Happy" Chandler said at Frankfort September
8 he would order martial law the moment
his adjutant general requests it. Three more
units of Kentucky National Guardsmen moved
into Sturgis and nearby Camp Breckenridge
September 8 in preparation for a "showdown"
on the situation in Sturgis and Clay when
the schools reopened Monday (10).
Martial law would affect the operation of
theatres and drive-ins in the area. The Victory
Theatre, 340-seater, is owned and operated
by William E. Horsefield. who also owns
the Ritz, 323-seater, which has been closed
for many months. Horsefield al.so owns and
operates the Morgan Theatre at Morganfield.
Clay has one theatre, the State, 220
seats, on Main street. The Twilite Drive-In
near Clay recently was purchased by Mr. and
Mrs. D. F. McCrosky and their son Mike from
Rand Barker. The McCrosky family owned a
half interest in the Mack Enterpri-ses. a film
di.>tribution agency at Centraha, 111., and
also formerly owned a string of theatres In
Oklahoma.
Newsboys Day Event
To Be Held Monday
CINCINNATI Variety Tent 3 aunle lliial
plans this week lor its annual Old Newsboys
Day to be held Monday il7t. Norman Mervis,
Variety International representative, was in
town from Pittsburgh to address members of
the tent about the fourth annual New-iboy.s
Day.
Edward Salzberg is general chairman of
the event, James McDonald and Saul Gretnberg
are downtown sales chairmen and Mrs.
Robert Jacobs is chairman for neighborhood
sales.
Calls have gone out to all old newspaper
boys and interested friends to participate in
the event in order to make it a financial success.
Last year, $22,895.52 was raised and
Chief Barker Robert C. McNabb said this
year the goal is to double that amount.
The Variety Club operates the Variety
Opportunity Workshop at Goodwill Industries,
where the mentally handicapped from
16 years of age up, without regard to race or
creed, are trained for industrial operations,
many to the point where they may become
partially self-supporting. Funds for the program
are raised In two ways: Old Newsboys
Day and through contributions from friends.
The Cincinnati Post will print a special
edition to be sold Monday and the Enquirer
and Times-Star, together with all radio and
television stations in the area, will cooperate
in the project.
Holds Popularity Contest
For 20th Anniversary
MORGANFIELD, KY.—In observance of
the 20th anniversary of the opening of the
Morgan Theatre, 495-seater, W. E. Horsefield,
owner, recently launched a popularity contest
that is to run through December 14. with
prizes totaling $500 to be awarded on the
theatre's stage on December 15.
Horsefield said the contest is open "to
girls, single or married, from 13 to 93." The
first prize will be a $250 savings bond, the
second a $100 savings bond and the third a
$50 bond. The fourth, fifth, sixth and seventh
place w'inners will be aw-arded $25 in motion
picture theatre tickets.
Patrons, who will participate in the voting
and name the winners, will get ten votes with
every student or adult admission ticket or
two child admissions. There will be a bonus
of 1.000 votes free to each of ten contestants
who have the most votes by October 5. There
will be an additional bonus November 2.
Horsefield recently established a credit
system for his patrons. He said that so far
a.s he knows, the Morgan Theatre is one of
the first in the world to establish such a credit
plan for the convenience of its patrons.
BOXOFFICE :: September 15, 1956 ME 67

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. . . Ben
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Strand at Sturgis are shifting from two to
three changes a week, with the Main running
a triple bill on Saturday . . . Ramon Garibay
has closed the Gem-Cinema at Saginaw,
which was running Mexican pictures.
William Hogsett's Hogsett Enterprises has
reopened the Ottawa Drive-In at Grand
Haven, formerly operated by Spring Haven
Drive-In Theatre Co. . . O. Dennis has
.
taken over the Saukee at Lake City, formerly
operated by L. O. Griffin . . . Ted Rosendall
has closed the Burton at Grand Rapids . . .
Mike Colton of the Colonial and Carl Rush
of the Loop Theatre were out at the State
Fair, working the Ford Motor show for the
ten days, while Pearce Bradley of the Gayety
worked in the Chevrolet exhibit.
James McKay, formerly of Harry Balk's
Park Theatre, has moved into the booth at
the King for the Krul family, succeeding
William Gagnon, who went to the Rex .
Jake Gross has moved from the Fisher to
Bob Fisher, former
the United Artists . . .
prizefight film distributor, is undergoing
medical treatment for a back ailment . . .
Bill Green of the Music Hall trekked out to
see the Mills Bros, circus . . . Two more
northend theatres are being converted to
commercial use — the Astor, operated by
Mitchell Victor for a quarter century, and
the Oakman which was operated by Wisper
& Wetsman.
Vacation Notes—Bert Holmes, Republic
salesman, is back from a trip down East .
Pauline Baker of the Film building is back
from a stay up near Port Huron . . . Harold
Harris, MGM booker, drove his father to
Johns Hopkins Hospital and planned to
spend some time in New York City.
E. v. Dudley's York (former Elliott) Theater
in River Rouge is joining the Clark
Theatre Service, while Vincent Ochs's Lenawee
Drive-In at Adrian is joining the General
Theatre Service.
Four Cleveland Employes
Have 120 Years at RKO
CLEVELAND—The sales drive honoring
RKO President Daniel T. O'Shea got off to
a good start here and the local exchange is
anticipating exhibitor support for the duration
of the drive on the basis of the long
service rendered by four members of the
Cleveland branch, which totals in the neighborhood
of 120 years, also as a welcome gesture
to the newest member of the branch,
Hatton Taylor, district manager. The oldtimers
and the service stripes are Frank
Belles, manager, 15 years; Johnny Sabat,
booker, 33 years; Arthur Goldsmith, salesman,
about 30 years, and Otto Braeunig, office
manager, about 30 years.
Lower Taxes on 3 Theatres
DETROIT—Recognition of the special economic
status of theatres was given by the
state tax commission in its consideration
of appeals on property valuations for tax
purpases. Out of only six appeals for reduction
granted by the commission, three were
for motion picture theatres—the Alhambra,
operated by Saul Korman, to $127,950 from
$166,050; Lakewood, operated by Affiliated
Theatres, $75,610 from $92,100, and the
Kramer, also operated by Korman, $308,050
from $332,870.
BOXOFFICE :: September 15, 1956

. . Ben
I
10-cox
CLEVELAND
'The remodeled Lyceum Theatre, recently
acquired by S. P. Gorrel and Leonard
Mishkind who head the Independent General
Theatres circuit of seven theatres in and
near Cleveland, reopened Thursday (13) under
the management of H. B. "Nicky" Arstein,
former manager of the Broadvue Theatre.
The Lyceum will play a double feature policy
with a new admission scale of 20 cents for
children, 40 cents for students and 60 cents
for adults.
. . .
Mrs. Babe Barach, wife of Nat Barach.
National Screen Service manager, is the volunteer
working head of the new furniture
shop annex of the Thrift Shop, a project of
the Council of Jewish Women
Rebman, industrial photographer who
Herb
has
taken pictures of many visiting film stars has
moved his studio from the Warner building
Funeral services
to 1525 Superior Ave. . . .
were held this week for Hem-y Pearlstein,
father of E. C. Pearson, MGM field publicity
representative in this area Fine,
brother of Jack Fine,
.
who runs the Union
Square Theatre, also died. Fine was a brother
of Mrs. Philip Kendis, whos late husband
owned Exhibitors Poster Service until he sold
it to National Screen Service.
Duke Hickey, in charge of U-I promotion
and publicity, is now a homesteader. He
purchased a home on Clifton boulevard in
Lakewood into which he is moving . . . F. T.
Murray, in charge of U-I branch operations,
has been a local visitor . . . Sam Wyman,
Paramount booker, is taking up flying. He
caught the "bug" when he flew to the National
Air Races in Oklahoma City over the
Labor Day weekend in a private plane owned
by a friend.
will remain on the Ohio Theatre screen a
yeai- at the minimum, according to anticipation.
With fewer pictures coming off the first
run assembly line, the subs are beginning to
worry about where their pictures will come
from.
Expanded Concession Co.
Has Full Theatre Line
TOLEDO—Concession Supply Co., following
consolidation with the former American
Theatre Supply Co., now is able to offer
a complete line for theatres, ranging from
carpeting on the floors and carbons and carbon
holders in the booth, to concession equipment
and supplies, including the Cretors and
Star machines.
B. H. Bockway, manager for Concession,
said Paul Hueter, who had operated American,
later renamed the Toledo Theatre Supply
Nicaragua Now Has TV
NEW YORK—Television de Nicaragua, S. A.,
has purchased a complete Radio Corp. of
America studio, transmitting equipment and
remote pickup facilities for its station in
Managua, according to Albert P. Watters, RCA
vice-president and operations manager of the
international division.
To Write Hangers' Play
HOLLYWOOD—Guy Trosper has been
inked by Warner Bros, to write the screenplay
for "Darby's Rangers," which Martin Rackln
will produce.
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OUTSTANDING CRArTSMANSMIP AND (NCINCfniNtf
Martin Smith and Jim Beidler ended their
lease of the Westwood Theatre, Toledo, on
the first of September. It is rumored that
the owner of the building is negotiating with
someone else to reopen it . . . Nat Barach,
National Screen Service manager, is holiday
conscious, with Thanksgiving and Christmas
posters and trailers ready for the early
shoppers . . "Walk the Proud Land" had a
.
Friday (14) opening date at the Hippodrome,
with "Pillars of the Sky" going into the
Palace September 20 . . It's reported that
.
the Scott Theatre, Archbold, closed since
June, is being readied for reopening by Allen
Payne, who leased it from Tom Scott . . .
M. H. Fritchle of Oliver Theatre Supply Co.
was called to Colorado Springs by the illness
of his mother.
Lou Walters, local National Theatre Supply
manager some ten years ago, now handling
projection and projection repair service in
Dallas, Tex., stopped off for a day to visit
his industry friends en route back home from
Detroit where he conferred with officials of
the Ford Motor Co. on the forthcoming display
of 1957 Fords for dealers in Houston and
Dallas. Walters is in charge of these displays,
which include movies of the new model's
operation.
The shortage of films will become even
shorter for subsequent run houses when two
of Cleveland's six major downtow'n first run
theatres are tied up with long runs. "War
and Peace," opening September 18 at the
Hippodrome, is expected to hold four to six
months, while "The Ten Commandments"
BOXOFFICE :: September 15, 1956 69

. . Two
. . Mrs.
at
. . Walter
. .
CINCINNATI
f^arl Kerrazia. manaKer of downtown Keiths
Theatre. Is enjoying a late vacation in
The Broadway Theatre.
Miami. Fla. . . .
Phelps. Ky.. owned and operated by Mr. and
Mrs. Fred Hale, has had 35mm equipment
installed, including lenses for Cinemascope.
Midwest Theatre Supply Co. made the
changeover from 16mm equipment.
Due to the Labor Day holiday and the
Jewish New Year, few out-of-town exhibitors
were seen on the Row. Jack Needham
of Columbus made his usual lounds, as did
Zeke Pappas of Dayton. Also seen were Fred
WIDE SCREEN and
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Whatever You Need-
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Special Trailers
Donohoo and Jim Malavazos of New Boston
of the drive-ins in this area had
lirework displays on Labor Day. The theatres
were the Pike 27. Cold Springs. Ky..
owned by M&M Theatres, and the Lake
Drive, Mount Orab, Ohio, owned by Jerry
Jackson jr.
Bob Coleman, city salesman for RKO, set
up simultaneous bookings for rerclease of
"King Kong." starting September 19 in Dayton.
He also is lining up a simultaneous run
to start September 23 In Cincinnati. The
picture recently played in nine theatres in
Columbus, three drive-ins and six indoor
houses, to unusually good results . . Joan
.
Groh. head bookers clerk, U-I. who was to
be married Saturday il5i to Ned Wagner,
was given a shower Wedne.sday night by her
co-workers at U-I. Wagner is a former employe
of U-I.
Betty Brock, booker, Paramount, resigned
to await the stork. Mi's. Brock was with
Paratnount ten years. She was replaced by
Donald Benning. who was third booker.
Benning's position was filled by newcomer
William Damewood . Marie Ruperal,
ledger clerk. Paramount, is vacationing . . .
The local Paramount office received word of
the death of Fred H. Myers, a former salesman,
who had been living in Irving, N. Y.
Week of Special Events
For Ozoner Birthday
CLEVELAND—The Ea^t Side Drive-In, a
Phil Smith unit, was the first drive-in to be
built in Ohio and Manager Ben Hershberg
felt the occasion of a birthday demanded a
celebration. So. for one week, he offered
nightly special events with prizes, all broadcast
from the theatre via radio station WSRS.
Opening night of the celebration week was
playground night, featuring bubble gum, lollipop
shower, pie-eating contest, and foot
races.
The East Side was the only outdoor theatre
in greater Cleveland to experiment with
12-month operation. It was open all last
winter, which generally was mild. In-car
heaters were installed.
Cleveland Hears Rumor
That Cinerama Is Due
CLEVELAND—There's a rumor floating
around town that Cinerama is about to
break the local film barrier, but no confirmation
can be obtained. Theatres said to be
under serious consideration are the Palace,
3.000-seat de luxe first run located in the
heart of Playhouse Square, and the Carter,
1.300-seat sub run downtown house located
on East Ninth street near Prospect avenue.
The Carter is a double feature grind house
operated by the Community Theatres circuit.
The Press has been carrying on a campaign
to bring Cinerama to Cleveland with Press
drama editor Omar Ranney claiming that
without it. Cleveland is a second class show
town.
Cleveland Sub Runs
Up Admission Prices
CLEVl'lI.AND Tlic co.st of motion picture
entertainmeiit is being upgraded to keep in
step with present day operating expenses.
In downtown Cleveland two first run theatres,
the Allen and Palace, have raised matinee
prices five cents, from 70 to 75 cents. The
evening scale remains at 90 cents. The other
downtown first runs, namely Loew's State,
Ohio and Stillman. and the independent
Hippodrome, are still holding to the 70-cent
matinee price.
But in the neighborhoods, the trend is distinctly
upward. In most instances the advance
is either five or ten cents. The Avalon
has raised from 50 to 60 cents; the Olympia
from 50 to 60 cents; the Lyceum, under new
management, goes from 20-35-50 to 20-40-60
cents, and the Embassy, Upper Mall and
University are up from 50 to 60 cents. The
Heights Art Theatre has raised its student
price from 75 cents to 90 cents and its adult
scale from $1 to $1.25. In the territory, the
Ohio Theatre, Sandusky, has upped its price
from 50 to 55 cents, and in Orrville, the Orr
went up ten cents from 50 cents to 60 cents.
The de luxe first run neighborhood houses
in Cleveland have charged 75 cents for the
last year. They contemplate no further advance.
COLUMBUS
iwrilton Yassenoff, general manager of the
Academy circuit, arranged midnight shows
Saturday (15 1 the National. South and
17th Avenue drive-ins for the benefit of the
fund for the family of Patrolman Thomas
Webb, who was killed recently while making
an arrest. All receipts after 11:15 p.m. were
to go into the fund. U-I and RKO donated
films for the show and the local operators
union donated services of its members .
Anthony "Tony" Nelson, 67, who was planning
to take over the Rivoli, west side neighborhood,
in association with William Petrakis,
died September 5. The two men have been
partners in the restaurant business here for
many years.
The Independent Theatre Ovraers of Ohio
signed the WestviUe Drive-In at New Westville
as newest member of the association . . .
Dan Clancy, w'riting a history of motion pictures
in Columbus In the Columbus Dispatch,
recalled that in 1910 some 60 exhibitors meeting
at the Southern Theatre formed the
Exhibitors League of Ohio to combat "objectionable
facets of the movies." the action
being a prelude to the adoption some years
later of the Motion Picture Ass'n's Production
Code . Kessler. manager
of Loew's Ohio, and his wife have been vacationing
in California.
Filming of RKO's "Escapade in Japan" will
begin October 2.
JlonnAOttc
BOONTON, N. J.
Large Core
Greater Crater Area
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OLIVER THEATRE SUPPLY, Clevelond—Tower 1-6934
NATIONAL THEATRE SUPPLY, Cinclnnoti—Te'. Main 6580
STANDARD CONCESSIONS, Cincinnati—Sunbor 3687
NATIONAL THEATRE SUPPLY, Cleveland- Prospect 1-4613
70 BOXOFFICE :: September 15, 1956

. . Most
Papers Give 3 Times
As Much Space to TV
PROVIDENCE—The wide disparity in free
space devoted by newspapers to motion pictures
as against television and radio, a source
of irritation to theatre owners and operators
elsewhere in the nation, is just as pronounced
here. A recent survey in this city showed a
wide partiality toward radio and television
by the local papers, running almost 3-to-l
in free space given to TV-radio.
An almost utter lack of paid advertising
by radio-TV, while theatremen spend
thousands of dollars weekly, gives justification
to the complaints expressed by many exhibitors.
While in a few instances the Sunday
editions do devote the front page of the
amusement supplements to forthcoming
spectacle films, the week-day coverage leaves
much to a desired.
Selecting an average week at random, 12
editions, both morning and evening, were
studied and measured. The results showed
that 9,599 lines of free space were given to
radio-TV, with only 3,099 lines of reading
matter devoted to motion pictures. The latter
included syndicated Hollywood columns and
the local time clock of current screenings.
The radio-TV coverage also included syndicated
columns and program schedules.
On the paid advertising side of the ledger,
local theatremen purchased 23,774 lines of
space, while radio and TV utilized just 336
lines. When it came to spending their money,
the exhibitors spent better than $70 for each
$1 spent by radio-TV.
Following is the table on free space vs.
advertising compiled in the survey of the 12
newspaper editions.
Motion
Motion Picture Radio-TV
Radio-TV Picture Paid Paid
Edition News News Advertising Advertisinj
Monday a.m. 826 lines 70 lines 840 lines lines
Monday p.m. 686 182 1,176
Tuesday a.m. 630 70 2,280
Tuesday p.m. 784 252 3,052
Wednesday a.m. 1,078 70 2,352 168
Wednesday p.m. 938 490 2.940 168
Thursday a.m. 720 775 700
Thursday p.m. 807 475 1.520
Friday a.m. 840 160 2.860
Friday p.m. 920 235 2,364
Saturday a.m. 690 SO 1,280
Saturday p.m. 680 240 2,410
Tabulation
Free space devoted to radio-television
9,599 lines
Free space devoted to motion pictures
3,099 lines
Paid advertising submitted for motion
pictures 23,774 lines
Paid advertising submitted for radiotelevision
336 lines
Harris Bros. Reopen State
With Film-Stage Shows
HARTFORD—The 4,200-seat State Theatre,
Connecticut's sole remaining combination
motion picture-vaudeville house, has resumed
its weekend policy of stage shows featuring
top-name personalities, with subsequent run
film attractions between the live presentations.
The Harris brothers (Ted, Martin and
Sam), owners and operators, are charging
$1 top, with slightly higher admission for
occasional weekends. Ted is managing director.
The theatre has closed down during
the warm months for a number of years.
John Boulting. Director
Of 'Progress/ in Boston
BOSTON—John Boulting, director of
"Private's Progress," met the local film critics
and radio and TV personnel at a luncheon
hosted by Miss A. Viola Berlin, managing
director of the Exeter Street Theatre, where
the film was playing its second engagement
in this country. The third stai'ted at the
MacArthur Theatre in Washington.
The film was made in England.
Boulting was asked if he kept the American
public in mind when he makes films.
"My twin brother Roy and I make pictures
because we enjoy doing so," he said. "We
don't have either the American or the English
public in mind; we strongly believe it is
foolish to try to make films to please the
public. We just hope that our pictures will
please people."
His next film, now being shot in London
with his brother at the megaphone, is a satire
on the English legal setup called "Brothers
in Law," starring Ian Carmichael who has
the lead in "Private's Progress."
Boulting was escorted around town by
George Kraska, publicist for Embassy Pictures
Corp., distributor of the film. Rube
Perlman of the New York office of DCA also
was here for the campaign.
HARTFORD
nrthur O'Brien of the Webb Playhouse,
Wethersfield, concluded his summer
season of weekday children's matinees with
a special program September 4 from 2 to
4:30. The showing featured cartoons and
MGM's "Fearless Fagan" . local
theatre owners feel that the federal admissions
tax cut is intended to relieve neighborhood
theatres wliich faced possibility of
closing unless relief came along.
AUen M. Widem, Hartford Times theatre
editor, returned from vacation in northern
New England . . . Recording star Jonie James
headlined the season's reopening weekend
vaudeville program at the 4,200-seat State,
owned and operated by the Harris Bros. . . .
Samuel Goldwyn's "Guys and Dolls," which
had one of the first eastern bookings at the
Parsons, Hartford, over the Christmas-New
Year's holidays, is finally getting suburban
Hartford playdates. The Hartford Theatre
circuit scheduled the MGM release for the
Central, Lenox, Lyric and Colonial; Perakos
Theatres booked the musical into the Eastwood
and Elm and other houses were said to
be following shortly.
Three SW Theatres Reopen
With Parttime Policy
NEW HAVEN—Three parttime
operations
of the SW New England zone circuit were
reopened Friday (14) after summer shutdowns.
The houses are the Rialto, in South
Norwalk; Modem, in Lawrence, Mass.. and
Waldorf, in Lynn, Mass.
SW Promotes Bob Martin
NEW HAVEN—Bob Martin, assistant manager
of the Stanley Warner Troy iN. Y.)
Theatre, has been promoted to manager of
the Avon in Utica, N. Y., it was announced
here by Harry Feinstein, zone manager.
Martin succeeds Mrs. Otto Fearing, who
resigned to move to the midwest.
'Wonders/ 'Seed' Score
Top Boston Ratings
BOSTON—A big weekend was registered,
with aid from the weatherman and new
product. "Seven Wonders of the World," the
third Cinerama production, outgrossed the
first week of the two previous films. "The
Bad Seed" brought in a huge first week's
gross at the Met, which beat the first week
of "The King and I" at the same theatre,
despite the drop in admissions from $1.25 to
90 cents for "The Bad Seed."
(Averoge Is 100)
Astor—The Eddy Duchin Story (CdI), 3rd wk 135
Beacon Hill—One Summer of Happinell (Times),
9tli wk 110
Boston—Seven Wonders of the World (Cinerama) . 300
Exeter Street- Privoto's Progress (DCA) 150
Kenmorc—Madame Butterfly (IFE), 2nd wk 130
Merronal— Bus Stop (20tti Fox), 3rd wk 90
Metropolitan—The Bod Seed (WB); Novy Wife
(AA) 200
Paramount and Fenwoy— Vogobond King (Paro);
Thunder Over Arizona (Rep) 95
State and Orpheum—High Society (MGM), 3rd
wk., split with The Fastest Gun Alive (./iGM)..l35
'King Kong' Still Lures
Crowds in New Haven
NEW HA'VEN-"King Kong" was a big
money-earner here, giving Loew's College
receipts 75 per cent above normal. A combo,
"The Burning Hills" and "The Killing,"
registered a strong 120 per cent.
CoCege— King Kong (RKO); I Walked With o
Zombie (RKO), reissues 175
Paramount—The Vagabond King (Para); The Come
On (AA) 60
Poll—High Society (MGM), 2nd wk 110
Roger Stierman—The Burning Hills (WB); The
Killing (UA) 120
School and Cool Weather
Hurt Hartford Scores
HARTFORD—Downtown and suburban
houses reported normal post-Labor Day
doldrums occassioned by back-to-school
activity for young people and cooler weather.
Practically all strawhat legitimate theatres
have already shuttered for the season.
Allyn—The Ambassador's Daughter (UA); Three
Outlaws (ARC) 1 00
Art—Love Is a Mony-Splendored Thing (20tti-Fox);
Three Coins in the Fountain (20tti-Fox), reissue,
5th wk 80
E. M. Loew's Autumn Leoves (Col); He Laughed
Lost (Col) 1 20
Meodows—The Come On (AA); The Row Edge
(U-l) 130
Paloce— Rebel in Town (UA); Phantom of the
Jungle (LP) 75
Parsons—Citilen Kane (RKO), reissue, 2nd wk.. . .100
Strand— Bandido (UA); Let's Moke Up (UA)....105
'Proud Land' at 130 Tops
Providence First Runs
PROVIDENCE— "Walk the Proud Land."
playing on the same bill with "The Raw
Edge" at the Albee, accounted for 130, topping
all local first run houses. With the exception
of one theatre, all registered above-average
business. The earlier-than-usual opening of
most schools brought vacationists back to the
city ahead of schedule, with the result that
theatres benefited to some extent.
Albee—Walk the Proud Land (U-l), The Row
Edge (U-l) 130
Avon One Summer of Happiness (Times), 2nd
wk
no
Loews—The Eddy Duchin Story (Col), 3rd wk...n5
Majestic— Bus Stop 20th-Fox) 1 05
Strand—The Vogobond King (Poro) 75
Burglary at Springfield
WEST SPRINGFIELD, MASS.—The Riverdale
Drive-In recently was the victim of burglars.
When police discovered the crime, a
cigaret machine was found pried open and
its empty money Iwx was found on the floor.
BOXOFFICE :: September 15, 1956 NE 71

BOSTON
\irilliam Kumins, WB majiager and area
cxchanRC chairman for the COMPO
committee, presided at a meeting of district
and branch managers launching the 1956-57
COMPO dues drive. Martin J. Mullin, president
of New Bigland Theatres, and Pi-ank
Lydon, executive seeretai-y of Allied Theatres
of New England, active in the tax repeal
campaign, told of COMPO accomplishments
and stressed the need to raise further funds
to permit COMPO to cairy on. Present were
Ralph lannuzzi. Warners: Al Levy and
Welden Waters, 20th-Fox: Tom O'Brien, Columbia:
Gasper Urban and Jack Gubbins,
Paramount: Benn Rosenwald, Metro; Joseph
Gins and Myer Feltman. U-I: Otto Ebert.
RKO; Ben Abrams, AA; Harry Segal. UA.
and Judson Parker, Republic. Chairman
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Boston 16, Mass. HUbbord 2-0123
Kumlns called a second meeting for Monday
(10) at the MGM screening room of
salesmen, who will be given a briefing on canvassing
their territories. The committee is
striving for a 100 per cent return by New
England exhibitors.
Fifty-two young drama aspirants were
auditioned before Producer Otto Preminger
at the Hotel Bradford for the role of Joan
d'Arc in the forthcoming film version of
Shaw's "Saint Joan." Girls from all over
New England appeared before the producer
to recite the famous lines beginning "Life
imprisonment. Am I not to be set free?"
Some were extremely nervous, others had
memoi-ized the lines while still others showed
evidences of voice and drama coaching.
Later, Preminger said he had witnessed "some
interesting talent" in the audition. The UA
staff, headed by publicist Joe Mansfield, was
on hand to give the girls encouragement.
This city was the second stop after New York
for Preminger, who will interview and audition
young hopefuls in 21 cities. About 50 of
the finalists will take screen tests.
The largest motion picture deal in local
video history was signed by WBZ-TV for 754
Warner feature films, 750 RKO shorts and
240 Popeye cartoons. The cost to the station
is close to a million dollars. The deal was
made through As,sociated Artists Productions,
distributor. The Warner films will be played
over channel 4's existing film time periods.
The more adult films will be run off on
Hollywood's Best on Saturday nights at 11:10
and po.ssibly on the Night Owl Theatre on
Sunday nights at 11:30. The "family" films
will be scheduled on Pleasure Playhouse on
Sundays at 5:30. Some of them will be used
for a Boston Movietime series running Mondays
through Fridays, starting September 10.
This may be a feature, a Popeye cartoon and
an RKO short with the possibility of a newsreel
thrown in.
Elissa Richmond, daughter of exhibitor
Louis Richmond, received a thrill on a
recent plane trip from London to Paris when
she found her seat companion was Gina
Lollobrigida. They had a friendly chat in
French. Elis.sa, who was studying at the Sorbonne
in Paris, has returned to her Brookline
home to prepare for her return to Wheaton
College as a junior.
Perakos Managers Meet
In New Britain on 18th
HARTFORD — Sperie Perakos, general
manager of Perakos Theatre Associates, will
preside at a managers luncheon-meeting,
slated for the Hotel Burritt in New Britain
Tuesday (18). Highlights of the afternoon
session will be the awarding of prizes to
managers showing the greatest percentage
gains in refreshment stand sales over 1955
figures.
Peter Perakos sr., president, will also address
the managers. Slated to attend are
managers of the Eastwood, East Hartford;
Elm, West Hartford; Strand, Thompsonville;
State, Jewett City: Palace and Arch St., New
Britain: Hi-Way and Beverly, Bridgeport;
Southington Drive-In, Southington, and
Plainville Drive-In, Plainville.
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72 BOXOFFICE :: September 15, 1956

. .
PROVIDENCE
XXTith virtually all of the state's schools
opening one week earlier, thousands of
vacationists closed their summer homes.
While this did not benefit the theatres to
any great degree, most families concentrating
on outfitting children for school, it did
augur an earlier upturn in seasonal patronage.
Thus, it was anticipated that most
houses would enjoy an extra week's business
to be chalked up on the fall-winter business
graph. Furthermore, a lack of hurricane
threats and warnings, which plagued this
area during August last year, gave more
freedom of mind to those persons who didn't
dare leave the safety of their homes last fall.
E. M. Loew's Providence Drive-In will run
another midnight horror show before the
season's end. This time it will be a doublebarreled
affair. In addition to two spook
pictures, there will be a stage show headlined
by local disk jockeys Jim Mendes,
Disk Merrit and Don Rogers. The Five
Orchids and several minor acts will comprise
"One Summer of Happiness."
the bill . . .
slightly cut, which had its Flhode Island premiere
at the Avon Cinema, held for a second
week.
Robert Rounseville, native of nearby Attleboro,
great singing star of screen and stage,
headed an all-star cast in "The Student
Prince" at the Warwick Tent Theatre .
Carol Bruce made personal appearances in
"Anniversary Waltz" at Matunuck's Theatreby-the-Sea
. . . Screen star Charlton Heston
thrilled audiences at Newport's Casino Theatre
heading the cast of "Mr. Roberts."
As the summer outdoor season drew to a
close in amusement parks, midget auto tracks
and other conflicting entertainment events,
local theatremen girded their belts and made
plans for extensive exploitation of film attractions.
Forthcoming bookings, if properly
promoted, and most local exhibitors do a
mighty good job in this connection, should
get many of the stay-at-homers to turn off
the TV and enjoy a good movie.
NEWHAMPSHIRE
New Seekonk, Mass., Airer
Gets Legal Green Light
SEEKONK, MASS. — Construction of a
1,600-car drive-in by Norman Zalkind and
Hyman Lepes of Fall River will get under
way near here soon. The way was cleared
for the outdoor theatre construction when
the local zoning board of appeals turned
down a petition to revoke the permit that
had been Lssued to Zalkind and Lepes.
The Independent Amusement Co., which
operates the local Bay State Drive-In, had
filed the petition, contending that the 70-
foot screen tower Zalkind and Lepes proposed
to build would violate the local building
code. The code forbids new buildings
being more than 40 feet high.
Paul Johnson and Frank Roske of the zoning
board of appeals outvoted Rayford B.
Leavitt, chairman, to deny the petition.
Johnson and Roske declared that the Supreme
Court defines a building as a livable
structure, and therefore that the proposed
screen tower could not come under the building
code.
Fifth Airer Being Planned
For Burlington Area
BURLINGTON, VT.—A fifth drive-in will
be built in this area, it was revealed when
a seven-acre tract on Route 7 in Shelburne
was sold to Uldric Barrett, who also operates
the Milton Drive-In.
The four drive-in theatres now operating
in greater Burlington Include two at Malletts
Bay, one near Wlnooskl and the one in Milton.
Beverly Larcom Reopened
BEVERLY. MASS.—The closed Larcom
Theatre has reopened for evening shows, with
matinees Saturdays, Sundays and hohdays,
on an art policy. E. M. Loew's Theatres,
lessee, repainted the house, recarpeted, added
new restrooms and Installed larger seats
which reduced the capacity by nearly 100 to
370. English and foreign films will be used,
starting with "Genevieve." John Scully is
the district manager.
r
THIS IS A
VERMONT
'Dalph Gilbert, manager of the Flynn Theatre
in Burlington, reported that most of
the audience remained quietly in their seats
while the management put emergency lights
into operation during a recent Interruption
in power service which blacked out a large
section of the city. Only a few patrons left
the theatre, the others waiting for the show
to be resumed, Gilbert said. The theatre has
two standby circuits.
The Milton Drive-In on Route 7 concluded
its season Sunday I2) ... The Sunset Drive-
In in Burlington staged a jamboree dusk-todawn
show recently. There were four film
features but no advance in prices. The management
served free coffee and doughnuts
at the end of one of the films.
Springfield Theatres Aid
Jimmy Fund Collection
SPRINGFIELD—Theatres here have been
carrying on a drive to collect money for the
Jimmy Fund, which aids youngsters afflicted
by cancer. The Paramount Theatre recently
collected more than $1,000 in a week-long
collection di-ive. The Loew's Poll Theatre has
had a container in the lobby for donations,
and the Capitol and Bijou are planning to
take collections.
The management and staff of Pine Island
Park in Manchester expressed their appreciation
for the success of the first annual
firemen's muster staged there. The park is
operated by the Shea interests, which also
run the Pine Island Park Drive-In, the State,
Strand, Palace and Variety theatres in Manchester
and the Daniel Webster and State
theatres in Nashua.
Fenton Scribner, manager of the theatres
of the Shea chain in Manchester and general
chairman of the Jimmy Fund drive in that
city, was gratified by the results of the campaign.
An appearance by Ted Williams.
Boston Red Sox baseball star, on a one hour
show presented over WMUR-TV in Manchester
netted $14,440, Scribner reported. He
predicted the state's contribution to the fund
would hit an alltime high this year.
The Nugget Theatre in Hanover was one of
the cash prize winners In the annual beautilication
program of the New Hampshire
Roadside Improvement Associates. The theatre
was praised for setting a fine example
with its planting and landscaping.
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BOXOFFICE September 15, 1956

!
. . The
. . Margaret
. . Sherman
. . The
.
.
. .
.
-ji
'j
il
NEW HAVEN
•Phe Oakdale Musical Theatre. 2,100-seat
strawhatter in Wallingford. is experiencing
such big business that tlie season has been
extended to September 24. Two extra productions,
"A Streetcar Named Desire" and
•Stalag 17." are scheduled. This fare departed
from Oakdales usual policy of musicals and
resulted from the success of the first dramatic
play in the theatre's history. "Teahouse
of the AuRust Moon."
Jw M.insfiold. UA publicity man, was in
higher profits for you.
The comfort of international
Theater Seats helpS
keep them full
Extra long backs of International's
all-steel theater seats - longest in
the industry — provide moximunn
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from behind at the seat level.
Maintenance is reduced, as scuffing
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further minimizing the already low
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When planning your seating or reseating
program, find out how to
save money with superior International
seating.
Write, wire or phone —
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%tematloTiaC
^ SEAT
74
DIVISION OF
UNION CITY BODY COMPANY, INC.,
UNION CITY, INDIANA
.
town to lay groundwork for "Bandido"
L«o Abrams. new district manager for National
Screen Service, was another visitor . . .
SW New England zone manaijer Harry Feinstein,
a.ssistant manager Jim Totman and
district manager Jim Tobin were in the New
York State territory.
The Shubert opened its 51st season with
Linda Darnell and Robert Alda on stage in
"Harbor Lights" marquee at the
.
Bowl Drive-ln. AUingtown. stopped traffic
and made the daily press when it read.
"Somebody Up There Likes Me." "The
Twinkle in God's Eye" Bowl paired
.
"The Black Sleep" and "The Creeping Unknown"
for a Labor Day eve midnight show.
A near-capacity audience attended a backto-.>chool
"pencil box show" at the downtown
SW Roger Sherman manager
.
Irv Hillman received handsome cooperation
from the local civil defense organization in
advance of showing of the RKO-dlstributed
short, "Alert Today—Alive Tomorrow" .
Almost $400 was raised in a downtown street
corner tag day for the Jimmy Fund.
Mrs. Phil Zimmerman, wife of the SW real
estate manager, returned home after surgery
in a local hospital . . . Phil Berler and Bruno
Weingarten of E. M. Loew's organization,
were on Filrm-ow McKinnon,
.
secretary for Paramount exchange manager
Henry Germaine. was hospitalized following
a severe virus attack.
John A. Melanson Becomes
Odeon Mgr. at Moncton
MONCTON, N. B.—John A. Melanson. a
native of Joggins Mines. N. S.. has taken over
management of the local Odeon theatres.
Capitol and Empress, from Greig R. Jones.
Jones recently was promoted to Odeon city
supervisor in Halifax.
Melanson's theatre experience covers the
past ten years and began in Joggins Mines
where he assisted his father in operating
the Regent Theatre, which his dad still owns
and operates. Melanson's fu-st assignment
with Odeon was at the Oxford Theatre in
Halifax, where he stayed three and a half
years.
During the past year, he has been managing
the Odeon Capitol in Yarmouth Light,
N. S. Henry White, who has been associated
with the Yarmouth house for many
years, has been appointed acting manager
there.
Sign Marshall Thompson
HOLLYWOOD — Marshall Thompson has
has been signed by Dudley Pictures Corp. to
star in "Assignment South Pacific." a new
adventm-e series for theatrical release, to be
shot in South Pacific locations including
Hawaii, Tahiti. Bougainville. Saipan, Pago-
Pago. New- Zealand and Australia.
Theatreman to CofC Post
HUGO. OKLA.—Claude Hanley. manager
of the Circus Drive-In and Erie theatres here,
has been named chairman of the Chamber of
Commerce key civic division, succeeding Joe
W. Anderson, who no longer lives in Hugo.
RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
NROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
Gentlemen:
Please enroll us in your HESEARCH BUREAU:
to receive inlormotion regularly, as released, on,
ihe following subjects lor Theatre Planning:
Acoustics
Air Conditioning
n Architectural Service
D "Black" Lighting
n Building Material
n Carpets
D Coin Machines
n Complete Remodeling
n Decorating
D Drink Dispensers
n Drive-In Equipment
D Other Subjects
Theatre
Seating Capacity..
Address
City.
Signed..
n Lighting Fixtures
D Plumbing Fixtures
n Projectors
n Projection Lamps
Seating
Signs and Moiqueei'
Sound Equipment
Television
n Theatre Fronts
n Vending Equipment
Postage-paid reply cards for your *"'"'«'."";!.'''•"
obtaining information are provided in The MOOtf
in
THEATRE Section, published with the first "sue
each month.
BOXOFFICE
:: September 15, 1956

. . Many
. .
Live Telecasts Set
For Theatre Stages
TORONTO—Theatres and television here
are cooperating in presenting TV programs
from the stages of downtown film houses,
following the success late last season of Cliff
McKay's TV show at the main Odeon.
The fir-st of the Chrysler Spectaculars on
the CBC network will originate November 14
from the large stage of the Uptown, which
followed a combination policy in years gone
by. The intimation has also come that arrangements
are being discussed for presentation
of the Pick the Stars TV series at the
Uptown, probably October 2. Others may
follow.
Meanwhile other managers are studying
developments for what amounts to a marriage
of theatre and television. Some large theatres
will also have occasional or one-night stage
offerings as an added attraction.
Manager Len Bishop of Shea's had a lajrge
turnout last week for the first performance
of the United Appeal Teen Talent Hunt with
auditions for Toronto and Hamilton aspirants.
This series w'ill lead up to a final
revue as a promotion for the Community
Chests Campaign.
MONTREAL
Jlrchie Cohen, manager at Warners Bros.,
announced the Roy Haines sales drive
got off with a roaring start. It extends
through December ... At 20th-Fox. Gerry
Chemoff, manager, announced the World
Showmanship Drive for the September-toend-of-December
period . . . RKO Manager
Harry Cohen announced the Dan O'Shea
drive, August 31 to December 20 ... J. M.
Charbonneau, owner of the Rivoli at Coaticook.
Que., died. Burial took place in the
family plot at Terreboone after services which
were attended by many industry folk . . .
E. Desbiens, head shipper at RKO, mourned
the death of his father.
Perry Silverman is the new assistant
booker at Astral Films . . . Jack Roher, president
of Peerless Films, returned from a stay
at the Toronto offices ... Jo Pollen, manager
of the 16mm division of International Film
Distributors, returned from an extensive sales
trip to the Maritime provinces . of
Filmrow workers left the city over the Labor
Day weekend, the la^t long weekend of the
summer. Mort P>revost, manager of Quebec
Cinema Booking, motored to Burlington, Vt.;
Mrs. Anita Lapensee, secretary to M. J.
Isman of Empire Universal, went to the
Laurentians; Elol Cloutier, IFD salesman,
motored to Lake Placid, N. Y.; Eddie 'White,
assistant booker at Warner Bros., went to
Ottawa; Jerry Merllng, booker at Columbia,
and Joe Dorfman, booker at Empire Universal,
went to New York City, and Eddie
Grossman, UA booker, to Ste Agathe.
NFB Issues Polite Hint
To Provincial Schools
MONTREAL—Picrre Juneau, secretary of
the National Film Board and administrative
assistant to Dr. A. W. Trueman, commissioner,
asked publicly for greater collaboration
among the Canadian provinces as a way to
help increase the number of Canadian documentary
films available for use in schools.
He said that only 17 per cent of all films
used in Canadian schools originate in Canada.
Most of the others come from the
United States. Juneau pointed out that NFB
films, for instance, are not shown in Quebec
province schools. He said that he wanted to
stress that, at the request of Quebec provincial
officials, the NFB submits its films
to the Quebec censor's office and recognizes
the Quebec Department of Education's jurisdiction
on them. Commenting on the large
proportion of U.S. films used in Canadian
schools, Juneau said that international cooperation
in film matters will always be
necessary because of the extent of the needs,
on one hand, and the high costs of production
on the other. He said that there existed
for the last five years an organization called
the International Council for Educational
Films in which Canada is represented.
Partly through this agency the NFB films
have been used in the schools of many foreign
countries. "There is reason to ask if this
collaboration, indispensable and already effective
on the International level, is not desirable
between the Canadian provinces themselves,"
Juneau asked. He said the NFB role
is "to interpret Canada to Canadians," to
present to them not so much the features
about their country and then- people they
already know but those with which they may
not be familiar.
Dr. Leon Lortie, NFB vice-chairman, said
that the NFB's position in Quebec province
is very peculiar . . . "People seldom hear about
the board, and when they do they hear only
the reproaches and accusations which sometimes
are made against it. If we want the
board to represent as it should, the FYench
expression of Canadian culture, it is important
that the public and the elite of
Quebec have faith in the board and contribute
actively to its progress."
Jane Powell, Cliff Robertson, Keith Andes,
Tommy Noonan, Kaye Ballard, Una Merkel,
Frank Cady and Judy Nugent top the cast
of RKO's "The Girl Most Likely."
HANDY SUBSCRIPTION
303 Theatres Closed
In Four-Year Period
TORONTO— Clare J. Appel, executive director
of the Canadian Motion Picture Distributors
Ass'n here, reported that 303 theatres
were closed in Canada starting with the
association's fiscal year of 1953. The number
of standard houses currently operating stood
at 1,752, according to his records.
The theatre closings reported for each of
the exchange territories to date were as follows:
Toronto, 92; Montreal, 81; Winnipeg,
58; Vancouver, 29; Calgary, 24, and the Marltimes,
19.
Appel said that 118 new theatres were constructed
in Canada during the period, but
pointed out that "some newly constructed
theatres were replacements for halls or obsolete
theatres and the houses closed by such
replacements were not calculated as closed
houses."
According to exchange territories, the
newly constructed theatres were as follows:
Montreal, 46; Calgary, 30; Winnipeg, 19;
Maritimes, 10; Toronto, 8, and Vancouver, 5.
Since April 1, 1956, five new theatres have
gone into operation, three in the Montreal
ten-itory and one each in the Vancouver and
Calgary areas.
Theatre closings have been recorded in the
different years as follows: 1953, 32; 1954, 100;
1955, 116, and in the five months of the current
annual period from last April 1, 35.
Appel also noted that 235 drive-ins are now
in operation in Canada for an increase of
157 since April 1, 1953. The statistics for
drive-ins are separate from the compilations
on standard-type or roofed theatres.
The association official said that his office
has received reports showing only two small
theatres and one drive-in are under construction
in the Dominion.
Olympia, Wash., Theatres
Close in Protest to Tax
VANCOUVER— All theatres and drive-ins
in Olympia, Wash., across the border from
here have closed their doors in a protest to
the city's 5 per cent admission tax. The
theatres have been absorbing the tax and
losing money, the theatremen complained.
but the city would give no concessions. So,
no movies!
.
Ted Atkinson, Astral Films manager, and
wife spent their vacation on a trip into
Richard Howorth,
Northern Territories . . .
manager of the Monkland, left on a trip to
Toronto and then to New York City
Jeanne Lavoie of the Warner revising department,
has resigned . . . Oscar Richards, manager
of the Amherst Theatre here, and J. M.
Gagne of the Cinema, Ville Marie, visited.

. . Don
. . Larry
a
. . Fireworks
. . Top
.
.
oil A\N A
nn eneouraglng sign of the times hft-s been
" the reopening of the Montcalm in Hull.
Ottawa's sister city, by Famous Players Canadian
Corp. Reopening feature was "Mad at
the World" Watts, manager of the
.
Rideau and president of the Ottawa Theatre
Managers Ass'n, said the organization does
not plan to stage a "Movie Week" this year.
A big cooperative celebration, including a
street parade with numerous floats, was
staged last fall. Watts intimated that the
summer's business at the Rideau had shown
nice improvement and the situation was generally
better.
'
The series of special stage attractions
this season at the Famous Players Capitol
gets under way with the one-night engagement
October 1 of the Kolo Yugoslavia
touring company of dancers, vocalists and
mus.cians. The Berlin Philharmpnic Orchestra
has been booked for October 16 . . .
For
the first time in months. Manager Ernie
Warren had a simultaneous start of programs
at the two Elgins in Ottawa, with the opening
of "The Ambassador's Daughter" at the
Main Elgin and "Lucky Kid" at the Little
Elgin. What with holdovers at one or other
theatre, program changes rarely coincide.
"The King and I" had a third straight
week here when Manager Bill Cullum of the
Regent took over the feature immediately
after two weeks at the Capitol . . .
Manager
Frank Gallop of the Centre added "Rhythm
Rangers" on the stage, while Bob Maynarri
had a stage feature at the Eastview in a
variety program. Incidentally. Maynard had
the same film bill, "Crowded Paradise" and
Rock 'n' Roll Revue," at the three theatres
he operates, the Francais and Eastview and
the Aladdin Drive-In.
Jim Chalmers of the Odeon reported good
business on "Bus Stop." which was held for
a second week .
Evans, 24, who is
in the motion picture industry in New York,
proved to be the winner of the first annual
Canadian open chess championship tournament,
for which he took down a $400 cash
award.
Eight Play Show of Week
TORONTO—The Famous Player.s Show of
the Week featured "The Man Who Knew
Too Much" at eight Toronto units— the Alhambra.
Beach. College. Capitol, Palace, Parkdale,
Runnymede and St. Clair.
Five Odeon units were combined for "Bus
Stop." held for a second week. The group included
the main Odeon and the Fairlawn,
Danforth. Humber and Colony.
"Giant Show' Bill Offered
WH^ITSll^
TORONTO—Nat Taylor's 20th Century
Theatres lined up eight of its houses in
greater Toronto, including two drive-ins, for
what was called the "Giant of Shows," with
a double bill consisting of "Toy Tiger" and
"Wee Geordie." In the combination were the
Northeast and 400 drive-ins, and the Midtown,
Parkdale Odeon. Bayview. Kingsway,
Birchcliff and Park.
TORONTO
TV/Janager Kuss McKibbin of the Imperial,
big downtown Famous Players house,
preparing for the Canadian premiere of
is
"War and Peace" on October
menting on the interest of
5 . . .
Com-
women patrons
in Yul Brynner during the prolonged engagement
of "The King and I." Manager Len
Bishop of Shea's quipped that he, too, had
something in common with the star—a lack
of hair. But. he said, the similarity ended
there.
Jack Karr, film reviewer and amusement
editor of the Toronto Star, has been covering
the Edinburgh. Scotland, stage and .screen
festival, his regular column having been replaced
by feature articles . . . George Sheppard
of the Odeon at Peterborough has organized
a series of six Monday performances,
starting October 1, for the playing of special
features from Europe and Asia, the presentations
are scheduled for 8:30 p.m. Tickets are
already on sale at $1 per engagement or $5
for the series of six.
For his first Saturday morning show in
September. Manager W. C. Tyers of the
Hyland at Hamilton featured a "Back-to-
School" treat for youngsters. He offered hot
dogs, Orange Crush drinks and lollipops free.
The show; "Clipped Wings" and "Smoke
Signal" displays have been
.
few and far between at Ontario drive-ins this
season, but Joe Dydzak featured them one
night last week at both the Clappison and
Hamilton drive-ins.
Bruce Eraser of the Centre at Windsor
worked out a new booking arrangement for a
Sunday midnight show with success. The
double action bill was carried over to the
Monday matinee until 5 p.m., after which
the regular picture, "The Eddy Duchin
Story." returned to the screen .
night
prices for "High Society" at Loew's and the
Uptown in Toronto are $1.25 with $1.35 for
the loges where smoking is permitted .
The Avenue on Eglinton avenue is scheduled
to reopen September 17.
76
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BRANCHES AT: Halifax, Soint John, Quebec, OHawa, Toronto, Hamilton,
london, North Bay, Winnipeg, Regina, Calgary, Edmonton, Vancouver.
Rowland 'Roly' Keil Dies;
Edmonton Theatreman
EDMONTON—Rowland E. "Roly" Keil,
longtime manager for Famous Players, died
at his home here unexpectedly. Born here,
he spent 44 years of his life ixi the theatre
business, 33 with FPC. He started in the
Lyceum, moved to the Empire, then to the
Pantages and last to the Strand. Keil was
president of the Alberta branch of the Canadian
Picture Pioneers several times. Surviving
are his wife and a son Norman, in the
air force in Quebec.
Installations in Calgary
CALGARY, ALTA.—Motion picture
equipment
is being installed in the Jubilee auditoriums
in Edmonton and Calgary. A contract
for $32,821 was awarded to Sharp's Theatre
Supply, who are equipping the auditoriums to
handle widescreen films.
To Produce Morgan Opus
HOLLYWOOD—Richard Whorf has been
named to produce "Why Was I Bom?" the
story of Broadway singer Helen Morgan.
BOXOFFICE
:: September 15, 1956

AA)
. . . Bob
. . Harry
. . Harvey
. . . Bookers
'Society' Is Very High
In Happy Vancouver
VANCOUVER—The standout of the week
was "High Society," which was terrific at
the Capitol. "The King and I" in its fifth
downtown week was very good, as was "Moby
Dick." "Bus Stop" did not do as well as
expected at the Vogue. But, in all, happy
days were here for the majority of theatres.
Copifol High Society (MGM) Excellent
Cinema Pordners (Para), 2nd d.t. wk Good
Orpheum Moby Dick (WB) Good
Paradise Wicked Woman ( Fair
Plazo Bondido (UA); The Broken Star (UA). .Averoge
Strond The King and I |20th-Fox), 5th d.t, wk. Good
Studio Bread, Love and Dreams (IFE), 2nd wk.. .Good
Vogue Bus Stop (20th-Fox) Good
'Society' Second Week
Hits 135 in Toronto
TORONTO—With fall business in good
stride, no less than eight ace theatres were
holding over attractions which had a Labor
Day start. Leading grossers included "High
Society" at Loew's and the Uptown, "Pardners"
at the Imperial, "The Proud and Profane"
at the Univereity and Eglinton and
"Bus Stop" at the Odeon.
(Averoge Is 100)
Eglinton, University The Proud and Profone
(Poro) 120
Hyland The Black Tent (JARO), 2nd wk 110
Imperia:— Pardners (Paro), 2nd wk 1 20
Loews, Uptown High Society (MGM), 2nd wk...135
Nortcwn—D-Day, the 6th ot June (20th-Fox) 105
CWeon Bus Stop (20th-Fox), 2nd wk 115
Shea's The King and I (20th-Fox), 105
Tivoli Oklahoma! (Magna), 20th wk 105
Towne Lo Strada (Trans-Lux), 3rd wk 100
Gross & Krasne to Resume
Telefilm Distribution
HOLLYWOOD — Jack Gross and Phil
Kraina, w'ho left telefilm syndication two
years ago when they sold their United Telev.sion
Programs to MCA-TV, plan to resume
d.stribut on and, hence, are building up a new
sales organization for the syndication of
their O. Henry half-hour anthology, which
stars Thomas Mitchell as the author.
Formerly a producer's representative for
Gross-Krasne, Mel Schlank has been named
vice-president in charge of sales. Robert
Brahm, who was previously sales manager
for Screen Gems and more recently associated
with General Artists Corp. in New York, will
be vice-president in charge of N. Y. Irving
Peld, formerly associated with the Matty Pox
Enterprises and Guild Films, has been chosen
as vice-president in charge of the western
division.
VANCOUVER
^ed Robinson, former owner of the now
closed York Theatre, was elected vicepresident
of the projectionists Local 348, replacing
Hank Leslie of the Orpheum who resigned
because of ill health . . . Peggy Menzies,
assistant at the Dominion, who has been
with Famous Players 20 years, resigned. She
was given a wrist watch by the staff . .
.
Another assistant manager, Peter Stanley,
of the Studio, resigned to enter the tugboat
business here . . . Jack Senior, manager
of Harlan-Fairbanks Popcorn Co., and Shirl
Wilson, Perkins Electric western division
manager, were holidaying in the Okanagon
fruit belt . . . Dick Letts, Strand manager,
was on a vacation south of the border.
The annual meeting: of the Alberta Theatres
Ass'n will be held at the Paramount
Theatre in Red Deer September 16, 17. The
president is Alf Shackelford of Lethbridge
Holm, local projectionist, left for
Kitimat in northern British Columbia where
he will supervise for the Howard-Steele
George Lynch is returning
theatre interests . . .
to the film business at Calgary as
manager of the Astral Films office there.
After working for Paramount there for 15
years, he resigned, then was in the grocery
business 10 years.
.
Ivan Ackery, Orpheum manager, returned
from New York where he attended a preview
of Paramount's "War and Peace," which he
says is fabulous . Woolfe, manager
for UA, and Robert Radis, Calgary manager,
attended the Canadian UA sales meeting in
Doug White, former Warner
Toronto . . .
booker who for the past two years has been
manager of the Delta Drive-In at Richmond,
has quit the Chechik interests to join West
Coast Theatre Service as head booker. West
Coast is now buying and booking for 16
British Columbia theatres Levin,
who was let out in the staff reduction at
JARO, has joined International Film Distributors
as shipper ... It is reported Famous
Players will reopen the suburban Kerrisdale
and Alma, and the now closed Capitol In
Kamloops this fall.
Al Mitchell, a longtime Odeon circuit manager
who has been at the FVaser, is now
selling cars for a Ford agency in town. Also
in the car business is Tommy Cook, another
former Odeon manager, and Earl Barlow,
former manager of the now-closed FPC Alma
for the downtown ace houses
should get together instead of scheduling
block-busters all the same week. In last
week's lineup were High Society, Moby Dick,
Bus Stop, The King and I and Pardners, with
the public window .shopping on the big pictures.
Most of them did not do the business
The Alberta government passed
expected . . .
an order-in-council which reduced the age of
apprentice projectionists from 18 to 17 years.
It's different in British Columbia where there
is an oversupply of booth workers.
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mOrders are
Kiddy Auto Giveaways
To Stimulate Business
CLEVELAND—Jack Gertz, head of Jack L.
Qertz Enterprises, has a new business building
promotion, a kiddy automobile complete
with forward and backward steering, lights,
horn and practically all of the standard
equipment on an average automobile. It is
71 inches long.
Producer to Make Tour
HOLLYWOOD—Herman Cohen, producer
of Allied Artists' "Magnificent Roughnecks,"
plans to accompany Jack Carson and Jeff
Donnell on a flying tour to several key cities
to ballyhoo the feature.
BOXOFFICE :: September 15, 1956

. . Actress
I
I
I
ST.
JOHN
•rin- I .iiiioiiN riayers Sky-Way, Moncton, had
it.s sciHiiKi experience with safecrackers
within 15 months. The second break occurred
over the Labor Day weekend with about
$2,000 taken. Police claim the safe was
forced open with explosives. Several articles
of clothing and rags were about, presumably
used to smother the noise . . . The Marina
Theatre. St. Andrews, N. B.. owned and operated
by Ed Finigan. will close October 1.
The Queen Theatre, St. Stephen, after being
closed all summer, will reopen October 5 for
Friday and Saturday operation only. The
Queen is owned and operated by C. E.
Staples . . . Jerry Spencer, partner in the
F. G. Spencer circuit, and MGM Manager
Eric Golding left for Newfoundland to take
in moose and caribou shooting.
F. G. Spencer Co. will erect a theatre in
Charlottetown. P.E.I., to replace the 1.050-
seat Prince Edwai-d. which was razed by
fire several montlis ago. At present the
Spencer 514-seat Capitol is the only theatre
operating in Charlottetown . Betta
St. John appeared in person on the stage of
the Odeon Casino in Halifax. Miss St. John Is
appearing in the picture "High Tide at Noon,"
now being shot in Nova Scotia by the J.
Arthur Rank Organization.
PRM President Reports
On Acquiring TV Films
TORONTO—George Gardiner of Toronto,
president of PRM. Inc.. has issued a report
to shareholders which tells of the progress in
acquiring motion pictui-es from major producers
for utilization in television and otherwise.
It was stated that the company now
has a film library consisting of more than
1.000 features. 1.400 short subjects, many cartoon
films and product for half-hour programs.
The PRM president referred to the acquisition
of negatives from Warner Bros, and
other companies. The report said income will
also be derived from nontheatrical distribution
of 16mm films. He said the company
has already secured substantial sales contracts.
'Jean Christophe' Is
First
On Wald Slate for Fox
HOLLYWOOD—Jerry Wald has purchased
screen rights to "Jean Christophe." which he
plans to produce as his initial film under his
new' independent contract with 20th Century-
Fox, providing for him to make 18 pictures
for that company during the next five years.
The 2,000-page novel, for which Romain
RoUand won the Nobel Prize for Literature
In 1915, was acquired by Wald directly from
the author's widow, Madame RoUand.
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Phones: 2-4076
Exchange BIdg.
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Colgary, Alto.
CPP Annual Meeting
Set for November 22
I'OKO.NTO Tlic Caninluin Picture Pioneers,
Morris Stein, president, will hold its
annual national meeting and dinner dance
November 22 at Toronto. Delegates from CPP
branches acro.ss the Dominion are expected
to be present.
The affair will be held in the Crystal ballroom
of the King Edward Hotel and a feature
of the proceedings will be the presentation
of the Pioneer of the Year award.
The coordinating chairman is George Oullahan
of Toronto. The capacity of the ballroom
is 400 and early purchase of tickets
has been advised. In charge of publicity is
Clare J. Appel.
Schreibers Win $60,000
In Conspiracy Judgment
LOS ANGELES—Alex and Max Schreiber,
owners of the Paradise Theatre in Westchester,
were awarded damages of $60,000 in
their suit charging a product conspiracy in
the Inglewood-Westchester area.
The tripled $20,000 actual damages were
awarded by a jury in U. S. Judge Harry C.
Westover's court. The trial ran for seven
weeks.
Judgment was against Fox West Coast,
20th-Fox and Loew's, with the other defendants,
Paramount, Warners and Universal,
excluded. The suit brought for the
plaintiffs by attorneys Jack Corinblit and
Fred Weller asserted there was a first run
product conspiracy in the area in 1950-51 and
also a seven-day break conspiracy in the
same area in the same period. However, the
award was made on the seven-day charge.
Window Broadcasts Aid
'High Society' Promotion
TORONTO—For "High Society" at Loew's
and the Uptown, a special window stunt was
carried out by Phil Stone, commentator for
radio station CHUM, in personal broadcast
appearances in the new Cole's Book Store
at Yonge and Dundas streets. Stone presented
prizes or passes to persons he interviewed
on the programs each afternoon
with plenty of mentions for the picture.
At London, Ont., Geoff Bingle of radio
station CFPL conducted broadcasts from the
window of Kresge's store each afternoon for
"High Society" at Loew's, managed by Fred
Jackson. In this stunt, record albums and
guest tickets were awarded to interviewed
people.
Stages Athletic Meet
TORONTO—A miniature athletic meet
was staged at the Peterborough, Ont., Drlve-
In for the engagement of "Wee Geordie,"
the British comedy In which the star competes
in a sports program. Male patrons were
invited to take part in a hammer-throwing
contest, for which prizes were donated by
the Giles hardware store. The stunt attracted
considerable attention.
Former Showman Dies
FORT WALTON BEACH,
FLA.—William
D. Patrick, 79, retired Florala, Ala., theatre
owner, died at his home here. After his retirement,
he came to Florida to live and
had been here for about five years.
RESEARCH
for
BUREAUl
MODERN THEATRE PLANNERSi
ENROLLMENT FORM FOR FREE INFORMATION
MODERN THEATRE
Tlie
PLANNING INSTFTUTE
825 Van Brunt Blvd.
Kansa.s City 24, Mo.
Gentlemen:
Please enroll us in your RESEARCH BUREAL
to receive information regularly, as released, or
Ihe following subjects for Theatre Planning:
Acoustics
Air Conditioning
n Architectural Service
"Black" Lighting
n Building Material
n Carpets
n Coin Machines
D Complete Remodeling
D Decorating
D Drink Dispensers
n Drivo-In Equipment
n Other Subjects
Theatre
Seating Capacity..
Address..
City
Slate
Signed..
G Lighting Fixtures
D Plumbing Fixtures
n Projectors
D Projection Lamps
n Seating
G Signs and ?larqueai
G Sound Equipment
G Television
G Theatre Fronts
G Vending Equipment
Postage-paid reply cards for your further convenienil
in obtaining information are provided in The MODERi
THEATRE Section, published with the first issue
each month.
|
78 BOXOFFICE
:: September 15, 1956

C^ttiVluc^j^K. • Ccitu>me/*it • CofiCe

V^
J( 1
"Why try to sell things the hard way?
When one drink sells itself the easy way!
Haven't you got enough problems without
taking on the job of selHng a less preferred product?
Make Hfe easy! Make money easy! That's why over 80% of all theatres
ser\ing beverages feature Coca-Cola ! You sell more people faster . . .
get bigger volume . . . make more profit. There's no question about it! -coea-coia- .nd -cok. .re r«i8.
the product of The Coca-Cola Company.
PROVED THREE WAYS: PROVEN PRESTIGE • PROVEN PREFERENCE • PROVEN PROFIT

New Yorkers
Enjoy Movies
in international
Theater Seats .
V
Paramount Theater —
Seated with 3664 International
Chairs.
aB
Times Square — Where more
pofrons are seated in International
Chairs than in any
other make.
Model 2550 Deluxe
International Chair
''y(S^
il
• for Obvious Reasons
• Comfort
• Convenience
• Economy
• Easy Maintenance
For your theatre seating or reseating, consider
INTERNATIONALS ... the chairs that
can "take-it," and give your patrons living
room comfort year after year. See your independent
theatre supply dealer or write
today for Bulletin B-2.
International Seat ""
Division of
X- Union City, Indiana
ion City Body Company, Incorporated
BOXOFFICE :: September 15. 1956

^?l
LIGHT PROJECTING SYSTEM
140-165 AMPERES • 40% ..^'^.^l^m.
NEW
11 JLMM
l«>«W CARBON ARC
HIGHER POWER!
LOWER COST!
F 1.6
FASTER SPEED
OPTICS!
•
CONTROLLED
FILM HEAT!
THIRTY SEVEN YEARS of continuous progress and initiative
in the field of motion picture light projection have placed the
C. S. ASHCRAfT MFG. CO. first and foremost as the leader in
the development and manufacture of new and better methods
\
of projecting ever increasing screen illumination.
NOW AGAIN IN 1956 we have created a new—
YOUR DRIVE-IN
CAN HAVE THE BRILLIANT
LIGHT OF INDOOR THEATRES
PROGRESS AND LEADERSHIP
highly developed and COMPUTE LIGHT PROJECTING SYSTEM'I
—THE SUPER CINEX—capable of increasing our projection lamp|
output up to approximately 50,000 lumens. This represents a
light increase of more than 40% above our present maxi
mum, using standard, inexpensive, slow burning carbon^
The power required is surprisingly low.
PROJECTION TO PLEASE YOUR PATRONS
YOUR PATRONS are entitled to the best possible projection.
Your picture should be clearly visible from every section of
your Drive-ln. Heretofore, limited illumination combined with
dense prints have made good projection difficult.
THE SUPER CINEX system of Projection Lamps and Multip
Rectifiers combined with good projectors and good lenses
project an amazingly good picture on the largest screi
^
TESMA-TOA TRADE SHO^V
• BOOTHS 78 and 70\
SEPT. 20-24 at the COLISEUM, NEW YORK CIT^

U.S. Dlttribationthroufli INDEPENDENT THEATRE SUPPLY DEALERS • Fortign: WESTREX CORPORATION • Caiuda: DOMINION SOUND EOUIPMEMTS, LTD.
C. S. ASHCRAFT MANUFACTURING CO., INC,
36.32 THIRTY-aCHTH STREET. LONG ISLAND CITY 1, NEW YORK
WHAT EVERY EXHIBITOR SHOULD KNOW ABOUT LIGHT!
You don't have to be an engineer to understand what is
wrong with your picture and what can be done to make
it the BEST. You need more light on every part of your
screen. Undoubtedly you are willing to invest a reasonable
amount to get the BEST — but you, at the same
time, wish to avoid greatly increased operating expenses
for carbons and power.
To increase your picture without unreasonable operating
expense — your light source—the projection lamps must
be a great deal more powerful than any which have
been available in the past yet the carbons must burn more
slowly, without excessive waste and not be of the high
cost special quality — just the standard grade.
Power required should be little more if any than at present.
SUPER CINEX was designed for exactly that purpose
—to give you the best picture but at moderate operating
cost. Regardless of operating cost you cannot get a better
picture than with SUPER CINEX.
A B ' y
,' /
f^ This represents your screen. The picture on your screen is merely on enlarged,
exact image of the picture on the film— perhaps magnified two
million times or more. In the center of your screen you may have a bright
light fading off toward the sides and corners.— White in the center and
brownish on the sides. This is not good projection.
This is the film rectangle about 72 sq. in. in area and the spot of light covering
the film OS projected by your present lamps. The circle of light is too
small being only slightly larger than a 25 cent piece, barely covering the
picture on the film. This too small spot of light causes the "hotspot" in the
center of your screen and poorly illuminated sides. There is nothing you can
do about it. If you try to increase its size the picture brilliancy is lost.
** This is how your screen should be— the way both you and your patrons
would like it to be— brilliantly lighted over its entire surface from side to
side, corner to corner. SUPER CINEX will give you a picture like that— a picture
clearly visible from any section of your theatre, unmarred by imperfections
and free from eye strain.
D—
This is the same size of film picture as shown in "B" but look at the size
of the brilliant light spot, covering and expanded around the film picture.
This is SUPER CINEX-the spot is larger than a silver dollar— over VU times
the area of the "two bit" spot projected by the older types of lamps. This
is
why your screen light can be improved up to 50% or perhaps more.
^»l ASHCRAFT SUPER CINEX
MULTIPHASE RECTIFIER
an essentia/ component of the
Super Cinex Light projection system.
H, ABOUT THE OPERATING COST FOR THIS GREATLY IMPROVED SCR
YOUR POWER COSTS—with the SUPER CINEX System will be substantially the same. This is accomplished by
the n^w and more efficient SUPER CINEX arc together with the high efficiency of the SUPER CINEX Multiphase
hcovy duty rectifier.
YOUR CARBON COSTS. The slow burning carbons of SUPER CINEX, with reduced carbon waste, cost no more
per hour than the present comparatively fast burning carbons used in conventional lamps.
SUPEX CINEX has been in daily use in one of New York City's largest theatres for over 1 1 months.
SUPEX CINEX is now in use in one of the world's largest Drive-Ins— 145 ft. screen—2500 cars.
SUPEX CINEX has been fully approved by TODO-AO Corp. and is now operating in theatres showing their
70 MM Film
SUPER CINEX with good proiectors
—good lenses and good screens
produces unequalled projection.
The enormous illuminating power of SUPER CINEX becomes
yours with the best of projectors and lensespermitting
the maximum of our light to be transmitted.

Proudest Folks at the Show
will
be at
BOOTHS
48-49-50-51-52-53!
Can you blame them? You'd be just as proud
if
you were showing the finest projection and
sound systems ever built! And just in case
you're hazy about why Simplex equipment is
tops in the industry, stop in at our booths and
we'll show you. Of course, if you won't be at
the convention, a call to your nearest National
Theatre Supply branch will bring the facts to
your door.
PROJECTION and
SOUND SYSTEMS
MANUFACTURED BY INTERNATIONAL PROJECTOR CORPORATION
DISTRIBUTED BY NATIONAL THEATRE SUPPLY
SUBSIDIARIES OF GENERAL PRECISION EQUIPMENT CORPORATIO^
I
The MODERN THEATRE SECTION

SEPTEMBER 15, 1956
MODflRN
o n t n I
Exhibitors in the International Tradeshow 8
Peak Interest in Tradeshow and Conventions 12
How to Keep Your Projectionist Happy \^es\ey Trout 13
Two Old Houses Are Updated With Bright,
New Marquees Frances Clow 25
A Tax and Vacation Bonus on
Convention Attendance Harold J. Ashe 28
Art Policy Revives a Shuttered Theatre Haviland F. Reves 30
A New Name in Great Britain Unites
Manufacturing Group Anthony Gruner 34
Does an Air-Conditioned Concessions Pay Off?....C/ior/es Boeckman 37
New Concessions Up Soles as Much as 100 Per Cent Pat Manley 40
Popcorn Quality Depends on Using Finest Ingredients. ...Syd Spiegel 46
Simple, But Regular Care, Preserves Beauty and Life
of Stainless Steel Dave E. Smalley 48
Theatre Industry Solutes Nathan for Outstanding Service to PCA... 53
Theatre Maintenonce Questions and Answers 55
New Lamp increases Screen Light
40 Per Cent Clarence S. Ashcraft 59
De Luxe Drive-In Theatre Serves Patrons in a Town of 25,000 64
Research in New Laboratories Aimed at Better Carbon Arcs 66
Unusual Construction Features in New Screen Tower 70
"Standardization Seems to Have Arrived" Merle Chamberlin 72
DEPARTMENTS:
Projection and Sound 13 Advertising Index at 76
Refreshment Service 37 New Equipment and
Developments 77
Cine Clinic 68
Literature 81
Drive-In Theatres 64
About People and
Readers' Service Bureau at 76 Product 82
t. L. THATCHER, Managing Editor
The MODERN THEATRE Section of BOXOFFICE is included in the first issue of each month.
Editorial or generol business corresoondence should be addressed to Associated Publications,
825 Von Brunt Blvd., Konsos City 24, Mo. Eastern Reoresentative; A. J. Stocker, 45 Rockefeller
Plaza, New York 20, N. Y.; Central Representatives: Ewing Hutchison and E. E. Yeck,
35 East Wocker Drive, Chicago I, III.; Western Representotive: Bob Wettstein, 672 South
Lafayette Pork Pioce, Los Angeles 5, Calif.
T,HIS is the big month for the
theatre industry when exhibitors from
all over the country get together with
equipment manufacturers and suppliers
in a huddle over the best equipment
for both indoor and outdoor theatres.
The big International Tradeshow in
New York City provides a wonderful
opportunity for theatremen to examine
the newest that the manufacturers have
to offer in theatre furnishings, projection
and sound equipment and concessions
supplies and equipment.
The New York get-together also provides
for an interchange of ideas between
theatremen concerning the various
phases of theatre operation, both
in the conventions of Theatre Owners
of America and the Popcorn and Concessions
Ass'n.
One of the most interesting sessions
will be the equipment showmanship
forum to be held by Theatre Equipment
and Supply Manufacturers Ass'n
on Saturday, the 22nd. A distinguished
and representative group of equipment
experts will be on hand to cmswer
questions about equipment as it exists
today, and about what may be developed
for the future as the result of
research engineering on the part of
individual manufacturers and the research
being conducted as a permanent
function of the Motion Picture
Research Council in Hollywood.
As always, the Popcorn and Concessions
Ass'n will hold interesting and
helpful meetings. Food and refreshment
service in the theatre has grown
to such phenomenal proportions in
recent
years that these sessions are of
prime importance to exhibitors and
their concessions people. The four-day
program includes discussions of new
food items, new equipment to speed up
service and averages to shoot for.
All in all, September 20-24 should
prove highly profitable to everyone
engaged in the theatre industry.

EXHIBITORS IN
INTERNATIONAL
THE
TRADESHOW
Coliseum, New York City, Sept. 20-24
Never before have theatremen had the opportunity to examine and discuss
such a wide variety of theatre equipment, furnishings and concessions supplies
as will be on display at the International Tradeshow this month. Approximately
300 booths have been rented by manufacturers and distributors,
all of which will be well-manned with personnel who have the answers to the
theatreman's problems and questions. The companies exhibiting and personnel
in attendance ore listed for the convenience of theatremen attending.
TESMA-TEDA SECTION
'"'""
Booth No.
firm
Booth No.
Firm
Booth No.
Adier Silhouette Letter Co 72
In Attendance:
Ben Adler
Altec Lansing Corp 76-77
In Attendance:
.\. \. Ward
American Seating Co 54-55
In Attendance:
Keitli
Dickiiiscin
C. S. Ashcraft Mfg. Co., Inc 78-79
In Attendance:
Clarence .^shrraft
The Ballantyne Co 28
In Attendance:
J. Robert Hoff J. ^r. Brown
R. S. Ballantyne EdwaH Nelson
Bansch & Lomb Optical Co 827
In Attendance:
H. H. Justice
Bodde Screen Co 90
In Attendance:
B. M. Bodde jr.
L. E. Carpenter & Co 61
In Attendance:
Thomas J. Miilroy
Century Projector Corp 68
In Attendance:
Larry Davee
bawo Corp _... 62
In Attendance:
David Wolf
Drive-In Theatre Mfg. Co 70-71
In Attendance:
F. W. Keilhack
Electromode, Division of Commercial
Controls Corp _ 27
In Attendance:
Paul D. Hawkins
EPRAD Co 36
In Attendance:
-M Boudouris
Doc Faige & Associates 88
In Attendance:
M. D. Faige
French Film Office 82
In Attendance:
Donald La Badie
Walter Fatter Co 69
In Attendance:
Walter Futter
Genarco, Inc 14
In Attendance:
J. P. Latil
General Register Corp 46
In Attendance:
Saul Hammer
Goldberg Brothers 37
In .ittendance:
Morris Goldberg
Gordos Corp 38
In .Attendance:
George Marchev
Harwald Co _ 83
In .Attendance:
R. Grunwald
Allan Herschell Co., Inc 56
In .Attendance:
Mark T. Hughes
Heyer-Shultz, Inc 39
In .ittendance:
Earl B. Heyer
Heywood-Wakefield Co 6-7
In Attendance:
Charles H. Rukas
Ideal Seating Co 800
In
.ittendance:
\i.m. Gedris
International Projector Corp 48-53
In .Attendance:
A. E. Meyer
International Seat Co 89
In .Attendance:
D. H. Dewey
Irwin Seating Co 86
In Attendance:
Earl J. Purvis
Isco Optical Works 25
Kneisley Electric Co 57
In
.Attendance:
Ricliard F. Kneisley Rowland Palmerton
KnoxTille Scenic Studios 58-59
In Attendance:
S. L. Mitchell
KoUmorgen Optical Corp 35
In Attendance:
Wm. C. O'Donnell
La Vezzi Machine Works 34
In .ittendance:
Worth Baird
Lorraine Carbons, Inc 91
In .ittendance:
Ed Laclunan
Manco-Vision _ 45
In .Attendance:
J. B. Schuyler
Miracle Equipment Co 19-20-40-41-42
In .Attendance:
M. George Susens
Hubert Mitchell Industries, Inc 47
In
.Attendance:
H. R. Mitchell
Motiograph, Inc 80-81
In .Attendance:
Fred C. Matthews
National Carbon Co 73-74
In .Attendance:
A. H. Brust
Neumade Products Corp 87
In .Attendance:
Lee Jones
Projection Optics Co 65-66
In .ittendance:
Fred Aufhauser
Radiant Mfg. Corp 3-4
In .Attendance:
.Seymour Jacob
Radio Corp of America 29-33
In Attendance:
Jack Piatt
Raytone Screen Co 66-67
In .Attendance:
Leonard Satz
J. E. Robin, Inc 75
In .Attendance:
E. A. Kern
Romar-Vide Co 1
In .Attendance:
LeRoy Roberts
Strong Electric Corp 63-64
In Attendance:
Arthur Hatch
Superior Electric Co 43-44
In Attendance:
F. A. Molander
Wagner Sign Service, Inc 814-815
In .Attendance:
W. F. Jacobson
Edward H. Wolk 60
In .Attendance:
Ira Kutok
8 The MODERN THEATRE SECTION

POPCORN, CANDY AND CONCESSIONS HALL
Firm liootlt jVo. I'irm
Booth No. Firm
Booth No.
ABC Vending Corp 701,703
In Attendance:
J. Kernell Sam liiihiii
P. Fliaschnick .1. Slass
Ralph Pries
American Gas Machine Co 728-730
hi
Attendance:
K. .1. I.ickteig
American Home Food, Division of
American Home Products 632
In Attendance
1.. C. Powell
APCO, Inc 500, 502, 504, 506,
508, 510, 512, 514, 516, 518, 520
In
Attendance:
Samuel Kresberg Ray Barnes
Melville B. Rapp Robert Olsen
Walter Sherman Merwin Abrams
Ining Edelson
Marvin Altman
Lou Strauss
Richard Fritz
George Holzman
Associated Advertisers, Inc 705
In Attendance:
Jack Mcsser
Banner Candy Manufacturing
Corp 409, 411, 413
In
Attendance:
Ren Newman an

:
TRADESHOW EXHIBITORS
hum ll.mtll No.
linn
liooth No.
Chunky (limiilale Corp 313
hi
ltl,-n.l,in.,-:
AU-rk \l>nilium-.i.l.
The D. L. Clark Co 700
/'I
Itlviiiliincc:
i. H. WagiuT W. i:. Hm^.I
i:.
M. i:iiciw....ii
Cwa-Cola Co. 400, 402. 404, 406. 408
501.503, 505, 507, 50!)
In Attcnilance.'
Harold Sharp I . (,. Il.inna
Cliarl.s Okiin C. A. Uminlelaij.
Howard (Irinapcr George Callanl
\i.lnr I , jol.nson
Cole Products Corp 418
III
lllrnitaiirc:
Albert Cole lii.liaid I., C.lr
Stanley S. Caiiw^ 1). W . IK.noliur
Noble C. /ook llairv I'unloin
H. M..rtara I). .Nafiv
Jerry Miller ,1. Su.lak
Confection Cabinet Corp 605
III
Altcndaiue
Elliott Colieii ( harlcs Slcrii
Sheldon Smerlir\ji Mijimi (^i.licn
Sam Alexander l.i-ster Grand
Herb Krans
Pat Gardner
lien Kosen
Continental Can Co., Inc 216
III
.tllrnrianrr:
.1. F. S]elnins;er .1. S. I..-,-
K. \l. Loo\is
Cramore Fruit Products, Inc....„ 709
In Attendance:
Henry Moore
Ncuimi \\\lic
Cretors 407
In Attendance:
H. E. Chrisman
Curtiss Candy Co 523, 525
In Attendance:
P. B. Schnering Julius Sega]
Jack Callahan OIlie Dilworlh
Thomas Ramsey
Turn Hw.m
Jerry Tillman
Dairy Maid Chocolate Co 409,411,413
In Attendance:
Alex Paton Kubert Bitters
Ben Newman
Dell Food Specialties Co 420
In Attendance
David S. Nuriford Howard Grand
Diamond Crystal Salt Co 622
In Attendance
John F. Kanz Robert C. Williams
W. G. Probst
Dixie Cup Co 212
In Attendance:
Jaek Haley Crai;; Moore
Ralph Isaac
William Pearlman
Don M. Greek
Arch Ostram
Charlie Sullivan Harry Jones
Arthur H. DuGrenier, Inc 702-704
10
In Attendance:
Francis C. DuGrenier B. E. Buuchard
Richard E. Gibbs Julius A. Le\7
E. J. Klein Sam Shain
Helen Cohen
Sherman Henderson
Arthur Lippman
Dutch House, Inc 615
In Ani-ndan,

I
Finn
Hootli No.
The Northwestern Corp 214
In Allendanre:
W. K. Holcn W. K. (;roiii,i
Orange-CRUSH Co 601, 603
In
Altendancc:
Cliff Ki-rfcr Louis Collins
Bob lliiniu'll ImI O.lell
Jack Kaussct ISob Miliii
Harry Williams
Uriginal Crispy Pizza Crust Co., Inc
In Allfndanvc:
Andrew Virga Anita \ irt;a
Al Tarino Niik I'ontici-lli
Pepsi-Cola Co 200, 202, 204, 206, 208, 210
In .lltenilnncc:
1). M. KiMulall Allan W. Finli->
Pcrlick Brass Co 419
/;) titeniluiice:
lioli.Tt IVrlick Ted Firth
Kolirrt W. Stroll Sam Kern
Walter Fredericks G. A. .MacKinnon
Peter Paul, Inc 309
In
Atlcn II. Hriiikmaiui
I!. Uernard
liichard (duck
l!,d.ert K. l)cMl-rh
Bud Klc|
Ed Chaplin
Jimmy Mechan
View of the second floor of the New York Coliseum where the TESMA-TEDA and PCA exhibits will be held.
Three escalators lead directly from the center lobby to this huge exhibition floor. The center area is 22,500
feet square, with a 65-foot
ceiling.
Firm Booth No. Firm
The Savon Co 617,619,621,623,625,627
In Attendance:
Irving Rosenblum jerry Heilwell
Bernard Staub Joseph Williamson
Schutter Candy Co 520
In Attendance:
Wm. A. Fette
Kenneth King
Selmix Dispensers, Inc 526,528,616,618
In Attendance:
Arthur B. Segal David K. Brundagc
O. Follon
Specialty Engineering Corp .734
In .tttendance:
Robert F. Amundsen John E. Moderi
James S. Lipscomb
Sportservice Corp 415
In Attendance:
Jack Zander Charles Jacobs
Barney Rourke M. Watson
Star Manufacturing Co 318
In Attendance:
Bill Moran Al Peters
Morty Mordell Sig Bock
Tom Connolly
Steel Products Co 421
In .'tttendance:
L. W. Woolfolk Henry R. Ek
Ed Kopacz Robert Leonard
Lyle Saitz
Stoner Manufacturing Corp 312,314
In Attendance:
Burnhart Glassgold William Furst
William Schwartz Pete Maloy
Superflame Stove Corp _ 729
In .Attendance:
W. C. Kreindier C. S. Rogers
Superior Refrigerator Mfg. Co., Inc 306
In Attendance:
James G. Ha/.el Jaui.'s P. Galli
Supurdisplay, Inc 222,224
In Attendance:
Clifford D. Lorbcck Harold J. Fitzgerald
Booth No.
Sweetheart Paper Products Co _...323, 325
In Attendance:
Lawrence W. Barber Warren W. Young
Richard D. Folkoff Richard P. O'Donovau
Martin Cain
Bert Silverman
Gil Flatow
Harold Altman
Curtis J. Richardson
Switzer's Licorice Co
In .Attendance:
Joseph F. Switzer
Rube Johnson
Bob Edvartsen
Joe Greene
A I Travis
Jim Strogny
Allen Fowler
dies Niehaus
Harry Green
Lum Cohron
Jimmy Allen
Franklin Ray
Jack Sane
Dave Johnson
Bud Stiehni
Sid Goldbcrt
Eddie Heyman
Barker Proudlock
Jack Stanley
Larry Peterson
Bernie Clements
Fred Murphy
Carl Bumer
Tolona Pizza Products Co .707
In .Attendance:
Nick Ponticelli
Tyson-Caffey Corp 631
In .tttendance:
Mike Caffey .Madge Caffey
Jeanne Dumont Charles Dumont
The Vendo Co 511, 513
In Attendance:
Alex Izzard C. J. Lambour
J. L. Burlington P. F. Selzer
L. E. Snyder
Washington Candy Co 409.411,413
In .tttendance:
Ben Newman Ray Margolies
and .Associates Sidney Sills
Weaver Popcorn Co 628
In
.tttendance:
Wclccune I. Weaver Mrs. Welcome I. Weaver
Hersch Vesloy
Mrs. Herscli Yesley
Winchester Carton Co 720
In .tttendance:
Henry Wischusen
BOXOFFICE :: September 15, 1956 11

67,
PEAK INTEREST IN
TRADESHOW AND CONVENTIONS
w.HILE THE BIGGEST tlftCleshOW 111
Ihe history of the motion picture industry
will hold the attention of exhibitors each
afiernoon at the Coliseum, September 20-
24. the equipment associations. TESMA and
TEDA. and the Popcorn and Concessions
Ass'n will present programs of exceptional
interest in the mornings.
One of these will be TESMA's Equipment
Sliowmanship Porum which will take place
on the fourth floor of the Coliseum on
Saturday morning, the 22nd. Present and
SAMSON BERMAN
ASSOCIATES
INTERIOR ARCHITECTS, DESIGNERS,
BUILDERS AND MANUFACTURERS
Complete planning and manufacturing
facilities geared to build and
coordinate all activities for indoor
and outdoor theatre areas. Counters,
colors, traffic control facilities,
lighting, etc.
For greater proven profits through
good design, from blueprints to
opening night.
FACTORY 152-50 ROCKAWAY BLVD.
JAMAICA, L. I NEW
YORK
DESIGN STUDIO: 144-03 78 AVE.
KEW GARDENS HILLS, L I
N. Y.
TELEPHONE: OLYMPIA 8-6110

HOW
To Keep Youi Proiectionist
HAPPY
• Consult him on new equipment
• Provide good booth ventilation
• Supply needed tools and materials
• Have sufficient light in booth
• Furnish test reels and equipment
• Become informed on booth problems
By WESLEY TROUT
I HE KEY MAN
in your theatre personnel
is the operator!
But we think
he deserves the title
of projectionist today
because he is in
charge of equipment
that runs into many
thousands of dollars,
Wesley Trout
even in a small-town
projection room. We
have always said the
"heart" of the projector is the intermittent
movement: the "heart" of any cinema
theatre is the projection room and its personnel.
It is the working place where good
or mediocre projection and sound reproduction
originates.
Therefore, we frankly think, whether
the re-creation of the fine performance of
great artists projected on the screen, and
the sound reproduction, are good or bad
depends to a large degree upon the projection
room appointments and the general
conveniences provided by the exhibitor.
Good floor covering, a little paint, good
house reels, ample supply of extra major
parts, steel storage cabinet, sufficient light
over the projectors, amplifier racks, carbon
waste cans with covers, work light with at
least ten or 15 feet of cord, headphones,
tools, test film loops, and toilet, where space
will permit, are some of the things that
will make your projectionist want to do
better work and appreciate his pwsition.
Every day your projectionist is working
with his equipment, therefore, is it not
wise to consult him when contemplating
any changes in the projection or sound
equipment? You can be sure he keeps up
with the trend of changes in sound and
projection by studying good text books
and reading technical articles presented
in this department. He should be consulted
when replacement parts are needed,
and when the equipment needs overhauling.
Every exhibitor should talk over projection
problems with his projectionist and at
least learn some of the rudimentary steps
in the art of projection, and have some
knowledge of projection equipment, sound,
sound equipment and electricity.
LEARNED TO TALK SHOP
Please let me quote from one of my letters
I have on file along this line, about
a small-town exhibitor and how he learned
about sound and projection, so he could
talk intelligently with his projectionist;
"When I purchased this theatre I absolutely
knew nothing about projector
operation and while I did not do the operating
I felt that I should learn everything
there was to learn about it. I immediately
purchased a handbook on projection
and sound. Next, I regularly read
all the technical articles in BOXOFFICE
and find they contain a lot of helpful information;
too, the department keeps one
posted on any new development in this
field and new equipment, I can now sit down
and feel I can really talk 'shop' with my
Frank Dowd, Midlond Theatre, Kansas City, Mo
projectionist— I can better understand
some of his problems when they come up.
I think every exhibitor should do this."
Many a time, way back in my projection
days. I would have given most anything if
my manager could have understood some
of the projection room problems. If he
could have understood the picture jump
was caused by an undercut sprocket, worn
cam or starwheel; the travel ghost caused
by worn gears and that I could not correct
the poor focus because he thought any
kind of a projection lens was good enough!
But in later years, exhibitors began to wake
up to the fact that better projection and
sound were absolutely necessary—the public
demanded it. Exhibitors, too. took more
interest in articles on matters pertaining
to projection and sound presented in trade
journals.
Unfortunately, there still remains a large
majority of the type of exhibitor who is
only interested in the boxoffice take, giving
only slight heed to the projectionist's
needs in the projection room. The result;
mediocre projection and sound reproduction
in the theatre.
Before we proceed further, we want to
throw in this statement, in all fairness to
those exhibitors who do not hesitate to
furnish parts and equipment when the occasion
demands It: The projectionist should
be very grateful and keep the equipment
clean and in tip-top rurming condition.
He should keep a watchful eye on the
screen and his ear tuned to the monitor.
Continued on following page
BOXOFFICE ;: September 15, 1956 13

KEEP YOUR PROJECTIONIST HAPPY
Continued from preceding page
SO the sound will be the viKht volume, and
correct any defects that mi^ht arise. In
other words, he should work with and for
his boss when the latter appreciates his
honest efforts.
The projection room should be equipped
with dependable equipment in order to
avoid sudden breakdown. Every projection
room should be equipped with a hand rewind
for inspection of film, an enclosed
rewind with automatic cut-off switch for
re.uular rewinding. A film splicer is a
"must" in any well equipped booth; we
always preferred a Griswold for making a
perfect patch, provided a good film cement
was used. There are many good brands of
film cement on the market—your projectionist
should be consulted as to the
best brand. It is a good idea to purchase
a pint but use a small bottle at the rewind
bench, keeping the larger can or bottle lid
tight so the cement will not evapwrate.
One of the many gripes we hear from
projectionists is the failure of the boss in
keeping the projection room supplied with
clean rags and lens tissue. For some parts
i)f the projector, of course, soft, lintlcss
rags should be used: for the lens, only
lens tissue or a clean handkerchief—we
favor the lens tissue as it won't scratch the
lens surface. On the other hand, when the
boss gladly supplies such cleaning material,
the projectionist should make use of it.
Too many times I have been in the booth
inspecting equipment, sometimes about
opening time, and have seen the projectionist
make a hit-and-miss cleaning of the
lens and, in some cases, completely ignore
cleaning the reflector. So we say this
very strongly to both the exhibitor and
projectionist: Treat your projectionist
riglit and supply cleaning material: treat
your boss right and use the cleaning material.
You can't expect to secure maximum
illumination if the reflector and lens
are dirty. How can you obtain a sharp
focus with a dirty, oily projection lens?
The projectionist would be more happy,
and the exhibitor and public better satisfied,
if more careful consideration, in
many, many cases, were given in the
selection of projection equipment. Every
exhibitor and projectionist should look
at each unit of projection equipment for
maximum efficiency in performance of
that unit. Let us break the statement down
fig.
K-g.
Fig.
1
2
3
SPECIAL TOOLS
ARE HELPFUL
IN THE BOOTH
Fig. 1 is a very
handy tester called
Amerline Tester. It
can be used to check
components in genet
a tor s, motors,
fuses, to find neutral
side of a three-wire
system, opens and
shorts in condensers.
Fig. 2 is a socket
wrench which will be
found very handy in
any projection room.
The most popular
sizes are 3/16",
7/32", 1/4", 9/32",
5/16". 11/32", 3/8",
7/16" and 1/2". If
you do not have a
metal cabinet to
keep your tools in,
we suggest a tool
box as in fig. 3.
Keep your screwdrivers,
various-size
pliers, punches, etc.,
in different compartments
in your tool
box so you can find
the tool you need
quickly; keep tools
and box clean.
prod of Amerhne
It Tester to armade
of the
utator segment. No
no ground.
like this: 1. The prime importance of the
projector is to deliver a rock-steady picture
with a minimum of parts replacement:
2. The prime importance of the
projection lens is a crystal-clear, sharp picture
without any distortion: 3. The projection
arc lamp should be so designed it
will deliver adequate screen illumination
for the picture width and height selected
for all scopes: 4. The .screen should be
selected with careful consideration given
to the .surface for narrow and wide auditoriums,
and least amount of side fadeaway;
5. The .sound equipment should deliver
clear, .sharp and flutter-free reproduction,
and each piece of equipment
should be ruggedly built to give long service
with a minimum of .servicing requirements.
MANY FACTORS
INVOLVED
It is understandable. I think, to every
exhibitor and projectionist, that there are,
of course, factors which contribute to each
unit that will have a direct bearing on it
giving an increase or decrease in efficient
performance. When any piece of equipment
—rectifier, lamp, projector mechanism,
etc.—is below certain established standards,
then steps should be taken to change that
unit in order to bring it up to the degree
of efficiency necessary. Simply changing
a lens, in some situations, will definitely
not help to increase light gain unless other
factors are considered along with it;
namely, maybe the screen is inadequate,
or maybe the shutter blades need trimming,
or you are using the wrong ratio in
your aperture setup. In other words, every
unit in your projection room should produce
the desired results with maximum
efficiency and economy.
For another example in selecting equipment
for the projection room, if you want
maximum efficiency in operation, when
purchasing a rectifier, buy one to fit your
particular need, one that will produce the
best results for a certain carbon trim. Why
buy a 60-ampere unit if one smaller will
deliver sufficient current, voltage and give
higher efficiency? It is like buying a two
horse power motor to do the work of a onehalf
horse power. You can but it would not
be efficient, nor will it be economical. On
the other hand, buy a unit that will easily
handle the load but no more.
PAINTING PROJECTION ROOM WALLS
We don't think any hard and fast rule
should be used in regard to colors used
for painting the walls and ceiling, but a
nongloss paint should always be used for
the walls and a light color for the ceiling.
A dark brown paint, widely used in "silent
picture days," has been discarded for a
more cheerful color—a sea foam green
or similar green is very good. We do
recommend a dark green for the front wall
(front wall meaning where the observation
and lens ports are located) . A cheerful
color, good lighting, floor painted or
covered, and a comfortable chair, will make
any projectionist appreciate his position
Continued on page 16
14 The MODERN THEATRE SECTION

'I he MitonuMic rrMcr-positionins In these d.^ys of involved projection And th^it's exactly wLu yonfiel
system which controls the burnins ^Z tcchni^ues.^ndmore exc^ctins denu^nds with the Excclite "l.is" WITHOUT
both arlioiis is notlii/is short ol
•^niazins '" 't^ nu^intenance 0/ the
positive c\rc cr.Mer .^t the l.'X.ICT
focal point of the reflector. In f\ct. it
even defies you if yon try to keep it
on screen light sources, you can't
afford to have less than an arc which
pro/ects an intensely brilliant h'shl.
evenly distributed and ol ii/ichaii

. .
)
'^i«i*'a*S:
KEEP YOUR PROJECTIONIST HAPPY
Continued from page 14
and .strive harder to produce better screen
prt'.sentation.
Ventilation is of the utmost importance
in any projection room. There should be
fresh air either via natural draft, forced
air. or air drawn into the room by an
adequate exhaust fan. Ventilation is absolutely
necessary for reasons of health;
arc lamp houses should be properly ventilated
so that all carbon soot and fumes
will be removed and the arc flame will not
be disturbed. We have talked with many
exhibitors about their projection room
ventilation on behalf of projectionists, and
we are very happy that most all exhibitors
heeded our recommendations and made
necessary corrections for better ventilation.
Scene ilam Bui Slop, 2Q

GAUMONT-KALEE is the best buy . .
because—
it's
the competitively priced equipment that never falls
below the highest standards of presentation and comfort. And in these days
only the highest standards rate big, regular audiences.
Rank Precision Industries Ltd. supply: Single rectifiers, 'Kalux' silver screens, magnascopic
and four-track magnetic sound equipment, screen frames, seating, curtains, carpets and
arc lamps, ' Varamorph' variable prismatic stage equipment. They also supply all equipanamorphs,
high definition lenses, selenium ment for film studios and laboratories.
Rank Precision Industries Ltd.
GAUMONT-KALEE DIVISION,
37-41 Mortimer Street, London, W.i, England. Cables: "RANKALEE LONDON"
Distributed in Canada by
DOMINION SOUND EQUIPMENTS LTD., 4040 St. Catherine Street West, Montreal, Quebec
The leading European manufacturers and exporters of everything for the Motion Picture Industry
I

KEEP YOUR PROJECTIONIST HAPPY
Continued from page 16
piopi'l- phict'lllfUt ol Ihf .sciuiiutv.; .sill. 'I'lic
track consists of an 0.087-in. opaque center
with a frequency of 300 cycles on the picture
side and a frequency of 1.000 cycles
on the sprocket side. These tracks are very
accurately located on the film so that when
the film is run on a projector in correct
adjustment and free from weave, no sound
is heard. If the scanning-light beam is
out of adjustment laterally, either the
3.000 or the 1.000-cycle tone will be heard
in the monitor or stage speaker. When the
adjustment is correct, no sound will be
heard from either track, of course.
3. Now we come to a theatre sound test
film which is most excellent for tai checking
system frequency response and high and
low frequency balance: (b> It is used. also,
to check acoustical response, especially with
respect to intelligibility and screen presence:
ici It is an excellent checkup on
amplifier and speaker output, and a check
for flutter. This particular film, 500 feet
in length, is a final over-all listening
checkup of your optical sound system. Different
samples of personalities whose voice
characteristics are generally known are
used. One sample is normal, one has been
re-recorded with heavy male voice frequencies
and one sample with excessive
high-frequency response. However, on a
properly adjusted system all samples should
TESTS FOR AMPLIFIERS
Many of the modern theatre amplifiers hove meters
for checking the vacuum tubes daily; in those that
do not have meters, tubes can be checked by new
tube substitution or in a good tube checker. Tubes
are the first component that should be checked in
case of low volume, distortion and hum. Of course,
one should first check the sound head and see
that no obstruction is in the way of the scanning
beam, and check the exciter lamp for proper setting.
Most modern audio amplifiers, like the one
shown, can be swung out of rack, or can be pulled
out, for cleaning and checking tubes.— Photo, International
Projector Corp.
reproduce satisfactorily. The system should
first be adjusted as per my instructions
in the recent series of articles on maintenance
of all makes of sound equipment.
We might also point out that this reel
contains a wide range of music, dialog
samples from current productions, piano
mu.sic and high-level vocal with orchestra
and a sound effects sample. The price is
$25 for this special reel. However, if the
exiiibilor or projectionist feels ho cannot
afford to put tliis much in a test reel,
samples of male and female voice, talking
and .some singing, good orchestra and piano
music and a vocal group recording are
excellent and can be gradually accumulated
by the projectionist from film exchanges
and assembled into a test reel at
a small cost.
4. The next important test film is the
Type B service, multifrequency print and
is used to obtain the electrical frequency
respon.se at the output of the amplifier.
Test equipment and sufficient knowledge
on using both the meter and the test film
are absolutely necessary in order to arrive
at correct answers for a graph of your
system. One must know how to make the
necessary changes in the system to obtain,
if possible, the various frequency respwnses,
etc. This is a checkup and adjustment
which should be made by a qualified engineer.
Here are a few of the most important
test films for magnetic sound for the use
of the projectionist:
1. Three-track azimuth alignment test
loop—The azimuth alignment film is used
to correctly adjust the azimuth of the
heads on magnetic sound reproducers. The
test film contains an 8.000-cycle tone on
Continued on page 20
FIRST TEST OF CABLE THEATRE
IS JUST AROUND THE CORNER'
Plans Going Forward
Rapidly to Get New
System Started
By AL STEEN
NEW YORiC—The so-called "cable thel
atre" which, when announced a few monthj
ago, was regarded as a far-off possibility
is closer to becoming a reality than man>t
persons in the industry have realized. Inl
fact, plans are going forward so rapidly!
that the first test is virtually just aroundj
the corner.
FROM THEATRE TO HOME
Under the medium, a picture, originating
in a theatre, is sent simultaneously over a
cable system to subscribers on their home
television screens. It is stressed, however, by
the Jerrold Electronics Corp., originator of
the plan, that the cable theatre should not
be confused with scrambled subscription television
inasmuch as each is different in tech-
JERROLD
^ZataonH.
Garfield
ollerroldwiU
MiUon Shapp and Z^mo-^
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calling PennsyWama ^j'^' •^^„, .^e lerxold -Cable
,he latest developments m rega
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personal meeting with
voudunngtmspe
23nl and Chestnut StrMtc, Philadelphia 3, Pennsylvania
ELECTRONICS CORPORATION
18 The MODERN THEATRE SECTION

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VtflTH THE NEW ^
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• 10% More Light • Up to 25% Slower Burning
New "Suprex" 7mm and 8mm Car-
There is a noticeable difference in 10 ^r
more light. One of the circles above is as
white as the paper it's printed on and is
exactly 10 '^f brighter than the other circle.
You can see the difference, just as your customers
can see the difference on your screen
when you change to the new "National"
11mm X 20" High Intensity Carbon.
The past few months have seen constant
improvement in the line of "National" Carbons.
bons, a new 10mm High Intensity Carbon
and now a tremendously improved 11mm
High Intensity Carbon to bring you still
more light on the screen at minimum cost.
Prove to yourself that the oldest and most
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THE PICTURE IS LIGHT...
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NATIONAL CARBON COMPANY
The terms "National" and "Suprex" are trademarks of Union Carbide and Carbon Corporation
• a Division of Union Carbide and Carbon Corporation • 30 Eas< 42n

KEEP YOUR PROJECTIONIST HAPPY
Continued hom page 18
each of the three maKnotlc tracks with
the azimuth of the recoi-ded tone correct
to within ' 3 min. of ai-c. This test film
is used when Installing new pickup head,
or checking, only occiusionally. the azimutli
alignment if there is any doubt about its
perfect alignment.
2. The next important test film is the
three-track, or four-track, balancing print.
This test film is used to measure and
adjust the power level output of multichannel
sound reproducers. The test film
contains a 1.000-cycle tone on each of the
three magnetic tracks.
3. Magnetic, three-track flutter test film
—The magnetic flutter test film is used
20
111 measuring flutter of sound reproducers.
A flutter bridge is required to make this
ineasui-cment. therefore it is best to have
a service engineer make this particular
test. Flutter can be checked with orchestra
and good vocal recordings and a fair test
can be made by listening method.
4. Cinemascope projector alignment film
'optical .sound print' —This film is made
for Cinemascope prints with standard perforations.
The object of the test film of
this kind is for lining up projector and to
facilitate the filing of apertures for CS
prints. This aperture has maximum dimensions
of 0.839x0. 715-inch with its
centerline in the same position as the
centerline of the O.f>00xO.825-inch. The
alignment target is marked in steps on each
side and at the top and bottom to facilitate
filing the aperture for individual projection
angles. The target has patterns which en-
. . . the SUPER SNAPLITI
LENS for the clearest, sharpest,
brightest pictures you
have ever seen on your
screen!
Your patrons v/ill notice the
difference — Super Snaplite
gives greater contrast, better
definition, more light on
the screen where it really
counts.
Ask your
dealer for
Bulletin 222.
ii:oi^iiA\oir€;KK
l^OtcCCU/ «: «» ir • «» IK ^'B'
NORTHAMPTON, MASSACHUSETTS
«» i»!
for projectionists who hove a good basic knowledge
of electronics, a cathode-ray oscilloscope is
an excellent instrument for checking performance
of audio amplifiers, for hum and many other tests
in conjunction with other test equipment. The
more you use the oscilloscope the more uses you
will find for it. If one wonts to build his own
instrument, there are kits with complete instructions
at reasonable prices. Remember, however,
this on instrument for those who have some
is
radio and audio-experience background. In the
projection room, two of the most-used and important
test instruments are a tube checker and a
volt-ohm-mil-multimeter (called an analyzer).—
Photo, Supreme, Inc.
able it to be used to check lens aberration,
focus, jump and weave and travel ghost.
Comes in 50-foot lengths. Very good test
film for occasional checking of projectors,
etc.
5. The visual test film—The visual test
print is a special type of print, picture
only, containing four targets to check
focus and alignment, travel ghost, picture
jump and weave, and lens distortion. This
film is generally used when installing or
servicing equipment for an over-all
checkup for good screen presentation.
The lens-aberration target shows picture
distortion and gives an indication
of the lack of sharpness that will be present
in pictures shown on any particular
projector. The jump-weave target gives an
accurate indication of unsteadiness of the
projected picture. The focus and alignment
target shows whether or not picture
size and screen masking are correct, and
is used for centering each projector. Now
the travel ghost target gives a very accurate
picture of whether the shutter is
correctly timed. Any of these test sections
may be had and made into loops for each
test, or the entire set made into one continuous
film, but we suggest separate loops
for each test.
A mnnber of test films have been herewith
presented and they should be used
for best results.
Good tools are essential for performing
good maintenance. A cheap grade of tools
will not give long service and will soon
get broken and be discarded. We are sure
your projectionist will appreciate your supplying
him with the necessary tools to make
Continued on page 22
The MODERN THEATRE SECTION

. . . how nighf baseball cut theatre attendancehow
TV dropped the curtain on the movies NINE YEARS AGO ?
For 40 years now, some theatremen (not showmen) hove
contended that it is foolish to invest in new equipment. Meanwhile,
radio and television men have regularly accepted ail new
improvements . . . even welcomed them. It has paid ofF handsomely
for them. Investment in new type theatre equipment has
similarly paid big dividends to alert theatre owners, especially
those who are quick to install the latest. They say, "phooey to
the boogeymen."
Among other things, you should now install the latest type
projection arcs. Without them, you can't properly present the
wondrous new film processes . . . you can only wait for the sheriff.
TOLEDO 1. OHIO
Even a shortage of cosh needn't cause you to
/
hold off buying another day. Ask your Strong dealer
/
about his time payment plan. For full information y theatre.
Please send lor tree literature on Strong Projection
trc
Limps.
use the coupon. y STREr
/
/
CITY & STATE
BOXOFFICE :: September 15, 19S6 21

PEflFBCTlOJ±
More
ILLUMINATION
Better
COLOR BALANCE
More Lighf per Ampere
•
The Larger Cored Carbons
Make Possible
EVEN, BRILLIANT ILLUMINATION
a>id a
BRIGHTER, SHARPER PICTURE
over entire screen area for
Cinemascope
VISTAVISION
color or block & white
SUPER SCOPE-235
Ask for Test Samples at Our Expense
WrUe

mended, when new equipment ov some
new unit is installed, tliat the projectionist
spend as much time as possible with
the installation engineer to take advantage
of that opportunity to become familiar
with the operation and function of each
piece of equipment. He should study, and
keep a scrap book, of all the technical
articles for future reference. Consult your
supply dealer and engineer about the
methods that have proven successful in
other projection rooms. Keep on file parts
catalogs on your projectors, arc lamp,
sound equipment and rectifiers or motor
generator. You will be surprised how much
good information you will obtain from these
catalogs and instruction books.
REEL END ALARM A HELP
We have heard many complaints from
projectionists about exhibitors not wanting
to furnish a reel end alarm. Their argument,
the projectionists', for such a device
being necessary is that they have duties to
perform while the picture is being projected.
such as having to make some new film
splices, adding a new trailer, making some
adjustment or check on the sound or projection
equipment while the show is in progress.
If they did not keep an eye on the projector
in operation they would miss a
changeover. We are of the opinion such
a device is very good, provided it operates
Ask Projectionist to Explain
Techniques to Theatre Staff
Projectionists should be encouraged and
mode to teel welcome at staff meetings. To
achieve this, we ask our projectionists to at
tend our staff meetings with the thought ii
mind of talking end explaining to us the prob
lems they have, and what we can do to co
ordinate our thoughts end actions with theirs
A better picture on the screen is the result
As a rule most projectionists are not inter
ested in the other phases of theatre operation
so by making them a part of each staff meet
ing they become more interested in attending
At times we have hod our entire staff visit
the
booth in a group, with the projectionist acting
OS host. He explains technical problems, the
new sounds and scopes. Other staff members ask
any questions they desire. Everyone likes to
talk about himself or his business, so our
thinking is crystalized in one point: Projectionists
should be encouraged to attend and will
attend staff meetings if they are given a port
and a voice in every meeting.— Bob Pennock,
Lyric, Fort Collins, Colo.
from the outside of the magazine on the
upper reel spindle and no arm "rides" the
film. Too, the bell should not ring so loud
that it can be heard in the auditorium.
On the other side of the fence, don't
strictly depend upon this device and
neglect to keep a watchful eye on the .screen
and the projector in operation. That happens
too often, in .some cases, and the
result is poor .screen illumination when the
arc is not checked occasionally 'no piece
of machinery is p>erfect all the time in operation)
and, too, it is nece.ssary to focus
some scenes in the picture occasionally.
Don't neglect your projector in operation,
once you have it going after a changeover,
and depend solely on the reel end
alarm. Personally. I think the reel end
alarm is an excellent device and will help
the projectionist in his work.
TOP-NOTCH EQUIPMENT
We cannot overstre.ss the importance of
good equipment if you want good screen
presentation and crisp clear sound. The
best of the many thousands of really topflight
projectionists of the country cannot
be expected to achieve the acme of topnotch
projection except with the right
combination of projection lamp, projectors
and screen, nor can he achieve good sound
reproduction with inferior equipment, or
equipment in poor condition due to lack of
necessary replacement parts to bring it up
CO par operating condition. Therefore very
careful study by both theatre owners and
projectionists should be given when
Continued on following page
BOXOFFICE :; September 15, 1956 23

motion
KEEP YOUR PROJECTIONIST HAPPY
Continued iiom preceding page
purchasing any new equipment or making
replacements of some unit. Tliere have
been presented so many helpful articles.
Riving complete details, on both projection,
electrical conversion devices, and
sound equipment, every theatre owner and
projectionist should be thoroughly familiar
with all the equipment now on the market;
too, various ratios and screen sizes most
suitable for any type of theatre auditorium
have been completely covered.
Good projectionists are not just born as
good projectionists—they achieve that distinction
through many years of hard study
and practical experience. We think the
man who admits he doesn't know all the
answers about the art of projection is at
the same time announcing his determination
to learn, and you will find that man,
nine times out of ten, will turn out to be
a top-flight projectionist—he will not be
satisfied with just "so-so" projection presentation
and sound reproduction.
We have found there are a great many
men—yes. and some women—who have
chosen the profession
i picture projectionist*
as their life's work without too
much background of practical experience
but want to learn the art of better projection.
It is very refreshing to find many
111 these newcomers fired with the delerinlnallon
to learn all phases of the trade
—electricity, mechanics, optics and audio
amplifiers, etc. They fire questions at us
and want to
be shown about maintenance
of their projection room equipment. Believe
you me. this class of projectionists will
go far in the profession.
PRESHOW
TUNEUP
Let us follow an experienced projectionist
opening a show for the day. Here are
a few things he will do before the show
starts: Turn on both projectors and let
them warm up; remove the projection
lenses and very carefully clean them with
a good lens cleaner and lens tissue; check
the lubrication of the projectors and oil,
with a medium-size hand oiler, any parts
that should be oiled as per manufacturer's
instruction, and he will carefully wipe off
any exce.ss oil and clean the interior of
the mechanism; next, he will examine the
sprockets, guide rollers, pad rollers. He
will then moisten a stiff-bristle tooth brush
with a little cleaning fluid and clean all the
sprockets; clean reflector in arc lamp, trim
carbons and clean any accumulated carbon
soot and particles out of the lamphouse;
check the sound head and clean
.sound lens, sprockets and pad rollers, turn
system on and check to see that there is
sound output to the speakers; check the
vacuum tubes if there is a meter on the
power amplifier; check all the fire rollers
and the gate in the mechanism, cleaning
lx)lh thoroughly. Finally, he will thread
up projectors for starting the show.
COMMENTS—I hope you will pardon our
doing some "rambling" in this article. We
wanted to cover several subjects in this
discussion, and bring to the attention of
exhibitors some of the gripes, some of
which we think are justified and maybe
.some are not, that projectionists have
spoken to us about during our many years
out in the field. We put in over 15 years
in the projection room ourselves, and over
15 years servicing .sound and projection
equipment. Therefore, we know, in many
situations, just what the projectionist has
to contend with. but. on the other hand,
there are projectionists— let's just call them
"operators"—who take very little interest
except looking forward to payday. Such a
man is no credit to our industry and deserves
no particular considerations, in the
writer's opinion.
I am sure there are many other gripes
projectionists may have and I have missed,
but our space is limited and therefore we
have tried to cover only the important
points along this line. The writer is always
happy to hear from you. receive your
suggestions about future helpful articles
you would like to see published in this department.
May we have YOUR cooperation?
.../^BETTER BOX OFFICE
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24
The MODERN THEATRE SECnON

This was the former Terminal Theatre marquee
which, while remodeled just before World War II,
was completely outmoded by new standards of light
ing, lettering equipment, etc.
This photo shows quite clearly that while other features of Terminal Theatre constructiort remain unchanged,
the marquee was given the full treatment with new design and lighting. Outstanding feature is
considered to be the "angle-type" attraction board illuminated from within by high-powered Slimline lighting.
TWO OLD HOUSES ARE UPDATED
WITH BRIGHT,
By FRANCES CLOW
Vw iTH SIZABLE sums of money being
spent to remodel and modernize theatres
from stem to stern, the Terminal Theatre,
Chicago, furnishes proof that a single feature,
like a new marquee, can give an old
movie house a new look.
The Terminal, one of the older Balaban
& Katz houses, located at 3315 West Lawrence
Ave., has had its share of the usual
type of maintenance work to keep it well
within the ranks of the better theatres. The
NEW MARQUEES
original marquee was remodeled just prior
to World War n. at the time Lawrence
avenue was widened, as it had by that
time withstood some 25 years of service.
To give the Terminal an ultra modern
touch. Arch Trebow, head of B&K engineering
department, and Martin Davis,
president of Whiteway Sign Co.. blended
engineering skill, and the result of this
effort was a $35,000 canopy, up-to-date
in both appearance and design detail.
While they designed the structure to fit
the steel construction of the old marquee,
the new sign is galvanized iron throughout.
An outstanding feature is the "angletype"
attraction board, illuminated from
within by high-powered Slimline lighting.
The letter equipment consists of stainless
.steel bars with opal translucent glass, and
accommodates four lines of changeable,
ten-inch letters. A traveling border of tenwatt
incandescent lamps spaced on fourinch
centers goes around the sign.
The letters sp)elling Terminal, on the
foremost section of the marquee, are encompassed
by fluorescent tubing and send
off a rosy-pink glow when lighted. The
upper and lower case lettering, set up in
channel-like style, produces what is described
as a "third dimensional effect."
The marquee ceiling, designed on a flat
plane, is illimiinated by 25-watt, exposed
incandescent lamps arranged in a symmetrical
pattern. There is a total of 3.000
incandescent lamps used in the marquee.
The modern note also is carried out in the
coloring, which is In bold shades of reds
and yellows.
While the new marquee appears to be
larger, the size is unchanged from the
original 43xll-foot measurements ... it
is the angling feature which makes it look
larger.
The same principles of engineering and
Continued on following page
This is the old Paramount Theatre canopy, built over
the octagonal entrance The Paramount is located
in Aurora, III.
At right, the new
Paramount canopy.
Like the Terminal,
the Paramount structure
itself remained
unchanged. The marquee
was designed to
meet the original
structural
features,
although its construction
is entirely
new. While only two
sections of the sign
are visible in the
photo it has three
faces, each of which
varies in size but all
carry the some copy.
BOXOFFICE September 15, 1956 25

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A new marquee installed at the RKO Orpheum,
Davenport, Iowa, has replaced the old sign (right)
erected when the theatre was built in 1930. The new
stainless steel marquee features angular ends, with
space for five decks of Adier ten-inch letters which
are black with silver trim. The two extended canopy
ends meet in a brilliant RKO emblem in neon
letters topping the vertical member. Accenting the
RKO signature is a colorful chaser from the vertical
down to under the marquee soffit toward the boxoffice.
There are also flute chasers on the front of
the marquee and a traveling chaser around it. In
conjunction with the installation of the new marquee,
the theatre entrance was repainted to complete
the modernization of the Orpheum.
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Bodiform Chairs are easily adapted to your
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Theatre patrons applaud the inviting,
hixurioiis comfort of new American Seating
Bodiform Chairs. It's the sort of
consideration they notice quickly — and
it pays off at the box office!
The secret of this comfort is in the
careful styling and construction of lioDi-
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with full rubber pad, with an
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Look into .American Seating Bodiform
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April
The MODERN THEATRE SECTION
J
a
WIPES CONVENTION EXPENSES CLARIFIED
A TAX AND VACATION BONUS
ON CONVENTION ATTENDANCE
By HAROLD J. ASHE
The expenses incident to a wife attending
an exhibitors' association convention
continue to be nondeductible, usually,
for purposes of calculating income
tax. However, a spouse's convention expenses
may be negligible in the light of a
i
recent 23. 1956' ruling of the Internal
Revenue Service.
This ruling clarifies the formula by
which certain joint expenses of both
spouses may be calculated to determine
the amount of expenses deductible for an
exhibitor. Even the cost of other family
members going along on the trip may be
nominal, deductible business expenses considered.
When a wife, or other family member,
accompanies an exhibitor attending a trade
convention, only the exhibitor's transportation
and lodging expenses are tax deductible.
However, the IKS ruling recognizes
that the single fare for transportation
and the single rate for lodging is deductible,
regardless of total transportation
and total lodging bills.
RULING IS PLAIN
Says the ruling: "The amount deductible
as an ordinary and necessary business expense
on account of the transportation
and lodging is the amount directly related
to the business purpose of the trip, that is,
the cost at the single rate for similar accommodations.
The amount by which the
total expense is increased because of the
wife's presence and the entire cost of the
wife's meals are not deductible."
With double rates at hotels usually only
slightly more than single rates, this will
make a wife's hotel accommodations negligible,
and the bulk of the lodging bill tax
deductible. In the case of several members
of the family accompanying an exhibitor
it may be possible to secure a "family
rate" which is not much more than the
double rate—even though not always available
at the hotel selected as convention
headquarters.
CONSIDER FAMILY RATES
Likewise, a rail or air transportation convention
trip may be scheduled to take advantage
of family rates, with the exhibitor's
single fare rate bearing the brunt of the
total cost. An exhibitor's Pullman fare
may absorb a major part of total Pullman
outlay.
In line with the new ruling, the expenses
of traveling by car are fully deductible regardless
of how many travel in the car. The
expenses include gasoline and oil, parking
charges and other items incident to operation
of the car.
The same IRS rulinw re-emphasizes the
nondeductibility of a wife's expenses "unless
it can be adequately shown that the
wife's presence on the trip has a bona fide
business purpose. Her performance of incidental
services such as occasional typing
of notes or rendering similar services or
accompanying her husband to luncheons
and dinners is specifically referred to in
the ruling as not being deductible. "The
performance of such services," says the
ruling, "does not establish her presence is
necessary to the taxpayer's business."
CASUAL' ATTENDANCE RULED OUT
The ruling takes note of a practice in
which a taxpayer makes a trip which is
primarily personal. Even though he engages
"in some incidental activity related
to his business" the entire expenses involved
must be treated as nondeductible
personal or living expenses. Brief or casual
attendance at a business convention very
likely will be ruled personal if such attendance
is made only incidentally to a
personal trip, such as a vacation. Such
brief attendance, perhaps attending only
one session, will not give even the color
of business to a trip otherwise personal in
nature. Likewise, dropping in on a supplier
while on vacation will not satisfy
the rule in respect to deductible expenses;
even placing an order with a supplier will
not alter the nonbusiness nature of the
trip.
MAJOR EXPENSE DEDUCTIBLE
Nevertheless, attending a convention in
company with wife and/or other family
members may represent a travel bargain.
The larger part of both transportation and
lodging expenses may be tax deductible
with a minor portion nondeductible. This
is a travel inducement available to an exhibitor
only in connection with a business
association convention. It should not be
ignored lightly in considering the pros and
cons of attending and of having his wife
accompany him or remain at home.
In addition, a vacation may be combined
with a bOTia fide

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BOXOFFICE :: September 15, 1956 29

XK
Residents of the north and northwestern
suburbs of Detroit are
giving heavy patronage to the Surf
Theatre, a neighborhood art house
with ample parking facilities. The
Surf was reborn from the Old
Carlton Theatre, built in 1937,
after a series of closings and reopenings
with a variety of policies.
Many Detroit people who had been
unaware of the Carlton's existence
consider it as a new house. The
old Carlton marquee and vertical
sign is at right, the new Surf marquee
and the attractive metal
transom panel above the entrance
doors, at left. The panel has a
medium blue background, with
the theatre name in white and
the other lettering in two-tones of
blue, outlined in white.
ART POLICY REVIVES A SHUTTERED THEATRE
Heavy Patronage Rewards $35,000 Renovation of Neighborhood House
By HAVILAND F. REVES
#\ NEW AND successful phasc of existence
for the small outlying theatre that
may appear to have outlived its usefulness
is indicated in the story of the Surf Theatre
in Detroit. Here is a typical, small
neighborhood house that went through a
series of closings and reopenings. with some
experimental policies. Then, under new
ownership and the effective stimulus of a
$35,000 remodeling program, it has been
converted into a new concept in show business—a
neighborhood art film theatre.
The basic concept is of c:urse, not brand
new. There have been outlying art houses
of various types for years. In fact, right
in the northern part of the Detroit area
where the Surf is located, there are two
theatres operating in virtually direct competition—one
a smaller and one a larger
house. The idea, thus, is not unique, and
Detroit experience indicates that there is
plenty of patronage for the properly conducted
art film house today.
"There is a great migration of population
to the northern and northwestern
suburbs." says Mrs. Phyllis Dezel, secretarytreasurer
of the Surf Theatre Co. and manager
of the house. This trend was carefully
analyzed.
Said Mrs. Dezel: "These are middle class
business people, white collar or salaried
workers—largely the kind of people who
like art and foreign films."
The idea of creating a theatre for this
new audience, close to their own homes.
was born and implemented in the Surf
Theatre.
"These people prefer to see art films in
the well-appointed neighborhood tlieatre.
in comparison to going downtown, where
they encounter the lack of parking facilities,
the cost of parking, and the time it
requires to go downtown and back," Mrs.
Dezel summarizes.
The 685-seat Carlton Theatre was built
in 1937. It was a modestly designed neighborhood
house, typical of the post-depression
era. It had been operated for years,
first by the Schulte and then by the Krass
-ir-y^ *tfl
1
Gold drapes are mounted over each of the attraction panels, on sharply contrasting black decorative rods,
in the Surf's lobby. The drape at the outside of each panel is hung full length, while the other is cut
short and draped like a loose valance over the top only. Posters may be mounted directly on the Inset pegboard
panels and stills are mounted in freeform, pallette-like boards carrying out the art theme.
^ AM
30 The MODERN THEATRE SECTION

Circuit. The house was siven an important
buildup about 1952 when Jack Krass
installed new Push-Back chairs with red
upholstery—a quality seat that stands up
well today in the reborn house.
About three years ago. it was taken over
by Sterling Theatres and made headquarters
of that circuit, giving it a special added
prestige. A partial art film policy was
tried for about a year and a half, but the
house closed again.
IN EFFECT, A NEW THEATRE
Ninety days later, in October 1955. it
was reopened following remodeling by the
newly formed Surf Theatre Co., with Marshall
Davis as president. A new name,
selected to appeal to devotees of art films
with familiar associations from elsewhere,
was selected. The remodeled liouse was
presented, in effect, as a new theatre, and
thousands of Detroiters who had never
been aware of the Carlton's existence consider
this as virtually a new house.
Admission prices are virtually equivalent
to downtown first runs—$1.20 at the Surf.
$1.25 downtown. In addition, there are
special student rates which are popular
with students from Wayne State, University
of Detroit, and Marygrove College.
An important drawing factor at the Surf
is the ample availability of parking, most
of it on the street, in addition to an available
small parking lot next door.
The management makes a point of compiling
a mailing list of its patrons. In
eight months of operation they listed about
7,500 names—people who responded to the
invitation to be placed on the list to receive
announcements. The number itself
At right of the entrance, off the lobby. Is the coffee nook, attractively framed by an arched entrance
Coffee is prepared in advance of intermission by the theatre staff and patrons serve themselves from two
coffeemakers which are located in a small closet (rijht). The door is opened at intermission
is significant, but perhaps even more is
the geographical spread.
The names have been analyzed territorially,
and they come primarily of course
from the
north-northwest areas and suburbs
of Detroit. But they fan out over a
great distance. Incidents could be cited,
but typical would be the calls from Flint
a distance of 60 miles, and a town without
an art theatre—inquiring about showtime.
The patrons make up a party of probably
six, coming down in one car, and want to
figure the time the show ends so they will
Continued on following page
^
Alberto's, named for the husband
of the Surf s manager, is a fullfledged
annex to the coffee nook.
It is located on the opposite side
of the theatre and is entered from
the street. It is normally operated
Thursday through Sunday nights,
when attendance is largest, and
welcomes everyone from the house.
It is about 20x20 feet, and deiigned
on the theme of on oldtime
coffee shop with a series of
continental touches that moke it
highly individual. Much of the
decorative treatment is Italian in
motif. Art pieces shown along the
sidewall are for sole if anyone is
mterested but there is no sales
push bock of them. The Surf is
not in the gift shop business, but
provides this courtesy service for
customers who like these pieces.
BOXOFFICE :: September 15, 1956 31

—
ART POLICY REVIVES THEATRE
Continued from preceding page
know when they will KCt home. Other patrons
have come from Saginaw. 30 miles
further away.
Such is the reaction of the public, proving
the acceptance and success of the Surf
Theatre as a neighborhood art house. Here
is how the $35,000 was spent, to make this
result possible.
Empliasis was placed throughout upon
keeping the house distinctive, giving it a
special quality appeal that would impress
discriminating art film followers.
MARQUEE ENTIRELY REBUILT
The entuo marquee wa.s rebuilt by W.
Horstman and Co. The old vertical projectins
name sign above the marquee was
Ncw tloral-potierned carpeting was installed in the
Surf, and new gold drapes at each side of square
columns in the aisles. The existing seating in red
removed. Old-style changeable lettering
upholstery was in good condition. Note the framed
was replaced by new white translucent attraction
boards, with two lines of text along
picture group on the foyer wall.
the front, three on the sides. The marquee
frame remains rectangular, but virtually tablished upstairs, reached by a separate
everything else about it is new. New macotta
panels were superimposed above the Circuit headquarters. Attractive wood pan-
entrance, in what was formerly the Sterling
attraction board on either side of the marquee,
with a dark blue background, and lighting fixtures, floor carpeting and other
eling was retained, and new fluorescent
the theatre name is in distinctive light blue details were added.
neon script lettering. Plashing green and
All decorative details of the interior
blue neon borders have been mounted
around each of the three attraction boards.
A new metal transom panel was placed
above the entrance doors, which serves to
set the keynote for the theatre as the patron
approaches. This is in a medium blue
background, with the name of the theatre
in large white letters followed by the slogan,
in tw^o-tone-effect blue letters, outlined
in white
"A rendezvous for discriminating patrons
of current and choice films."
Separate executive offices have been es-
were designed by Earl Wilson, interior
decorator. The complete painting and decorating
work was executed by Anthony
Eugenio, theatrical decorator. All carpeting
and drapes, including stage drapes and
some miscellaneous details, were installed
by R. E. Harrison Floor Covering Co.
The entire main floor, including lobby,
foyer and auditorium, was recarpeted.
Selected for this use was a unique pattern
used in the Stouffer restaurant at Northland,
the world's largest shopping center,
which especially appealed to the taste of
New traveler curtains
were installed
on the stage. These
are multicolored, in
vertical panels, giving
the illusion, with the
projector light upon
them, of transparency.
Draperies covering
the side exits on
either side of the
stage were installed
in
gold tones matching
those at the
standee area. No
work was done upon
the screen, sound or
booth equipment, all
of which were in good
condition. The auditorium
was painted in
the five colors used
in the carpet pattern,
in various segments,
creating an
interesting
ensemble.
Basic gray was used
for most of the area.
all concerned. Special permission for its
use was secured from llie restaurant chain
headquarters in Cleveland, since the design
itself was individually registered lor
and owned by Stouffer.
The carpet is basically a rather dark
gray background, with a large floral pattern
upon it, executed in turquoise, cream,
coral and black—a very individual and
pleasing design. It is made by Bigelow Carpet
Co.
The lobby is painted in gold, the dominant
motif color of the theatre.
INSET ATTRACTION BOARDS
To the left of the entrance, the lobby
wall is relieved by two special attraction
boards, which have been inset into the wall
about ten inches. These are set back in
these deep bevel-edged recesses, somewhat
like a shadowbox type of construction. The
background is pegboard—and, like the
side wall areas of the recesses, is finished
in matching gold.
To the right of the entrance, off the
lobby, is the coffee nook, one of the really
distinctive features of the theatre. This is
really a clever utilization of dead space at
the side of the lobby beyond the ticket box
inside entrance. It is separated from the
rest of the lobby by an arched entrance,
providing effective framing.
One wall Howard the auditorium' is
covered with artists' sketches in cartoon
style. The inner wall of the arch is covered
with blowups of newspaper type advertisements
and/or reviews of outstanding
art films of the recent past, providing effective
conversation pieces. The other two
walls have ash-gray wood paneling as a
background.
ART PLAQUES ON WALL
A number of art plaques and small pictures
are tastefully mounted on the wall
facing the lobby. There is also an antique
wall clock with a swinging pendulum.
A settee is placed around two sides, providing
space for perhaps ten patrons. This
has a black base and back, in wood, with
a green upholstered seat. In the corner is
a two-shelf table, with some magazines and
books of interest to art film patrons.
Mounted upon it is a large colorful, and
distinctive lamp. A two-deck wrought iron
service table is in the center of the area,
and two low wrought iron tables with tiled
tops, used for coffee cups and ash trays
chiefly, are additional occasional pieces.
The whole atmosphere of the nook is informal
and homelike.
Patrons come out and are welcome to
serve themselves coffee from two coffeemakers
which are located in a small closet
just off the coffee nook, on the front side.
The door is opened at the "coffee break"
or intermission period. The theatre staff
prepares the coffee in advance, so that the
welcome aroma of the fresh brew permeates
the lobby and into the theatre, and patrons
are sensibly made aware of this extra service
of the Surf.
Another distinctive touch added was the
use of three hanging lamps in copper, two
32
The MODERN THEATRE SECTION

I
Super
in the lobby and one in the foyer. These
are somewhat like the old oriental oilburninu
lamps, and are bracketed to the
wall at about a six and one-half-foot
height, dropping down by means of a rope.
A glass partition extending across the
back of the auditorium, separating it from
the narrow^ foyer, was removed, and new
fixtures were installed upon which tall
gold drapes, relieved with a suggestion of
rich black mottling, have been hung. This
provides a very effective entrance view,
with additional acoustical effect.
NEW HEATING PLANT
A new heating installation was made by
Rubin Kaplan of Kaplan & Stern Plumbing
Co.. specializing in theatrical work.
This includes a 15-pound-pressure steam
boiler, and an oil burner with a seven-gallon-per-hour
nozzle, plus necessary tanks.
This replaced an old coal-fired heating
system. The theatre already had a good
air-conditioning installation consisting of
three ten-ton Propertemp Typhoon units,
one located at each side of the stage and
one in the balcony.
Adjacent to the lobby on the opposite
side from the coffee nook is a full-fledged
annex to the latter, known as Alberto's.
named after Mrs. Bezel's husband. This
is reached tlii'ough a separate entrance
from the street, and the front appears like
a typical small store, with the intriguing
name. Alberto's, upon it. The display
window is covered by a rolled bright green
curtain of the bamboo type. The lower
portion is used for a series of stills and
small cards or posters for coming attractions—nothing
garish or flashily promotional.
The green curtain effectively screens out
the view from the street, and is matched
by a planter along the window platform
level containing artificial green shrubs.
Several tables are provided, with the oldfashioned
high metal-backed ice cream
parlor style chairs of two generations ago.
ART ITEMS DISPLAYED
One sidewall is indirectly lighted by a
series of wall lamps, and accented by a
horizontal pegboard panel about three
feet high at table level extending the length
of the wall. This is in an off-white, and
serves to present a complete collection of
bric-a-brac of many varieties. These are
art pieces of all types—plaques, ash trays,
n^etal pieces, ceramic items—things that
will interest the type of person typically interested
in art films. Others are placed on
the shelf just beneath the pegboard.
The basic color scheme of Alberto's is a
dark maroon on two walls and the ceiling.
and a green on the two other walls. In one
rear corner is a service bar extending some
distance into the room, which is used to provide
coffee for patrons. Service equipment
and a storage closet are back of this. A
folding maroon screen provides concealment
for a portion of the service area.
Alongside the end of the bar. and near the
middle of the room is a simulated gaslit
street lamp of Italian style. Much of the
decorative treatment is Italian m motif in
this unique room.
Hi-fi music is provided in Alberto's for
the entertainment of patrons waiting for
the next show. The typical art film patron
likes to start viewing the program at the
beginning, and the Surf has only limited
lobby capacity. Alberto's thus provides an
entirely separate and attractive overflow
lounge with its own features. It is common
for students, who constitute a sizable
percentage of the patronage, to come
in and sit down in Alberto's to study while
they wait for the show to begin. Chimes
are sounded in Alberto's, by remote control
from the theatre, three minutes before the
start of the program.
For patrons who wish to pass the time.
Alberto's contains a good selection of books
and magazines—English and French papers.
I
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scenes, the ballet, photography—somethin^'
that will interest the person of differcni
and cultivated taste, and not commonly
found. These often prove very interesting
to the customers, completing the investment
that has converted this little old
neighborhood theatre into a modern and
increa.singly popular suburban art theatre.
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—
A NEW NAME IN
GREAT BRITAIN
UNITES A MANUFACTURING GROUP
WITH HISTORY DATING TO 1886
By ANTHONY GRUNER
I N MARCH 1956 the British film industry
heard a new name— Bsxnk Precision
Industries. Ltd.—but, only the na/ne is new.
The group of companies which it identifies
has a history dating back to 1886. when
two Taylor brothers started making lenses
in Leicester. They had no equipment to
help them, but both had the same ideal
to make the best lenses in the world. Their
passion for high quality amounted almost
to genius, measuring by the definition "5
per cent Inspiration and 95 per cent perspiration,"
since all their work w'as done
by hand.
STUCK TO AN IDEAL
They invented and constructed their own
equipment as they went along; discovered
principles of measurement and perfected
instruments for their application; but.
above all. they stuck to their ideal. Today,
thanks to their quiet industry and determined
rejection of everything but the best,
wherever any form of photography is
used, in any industry where precision measurement
is needed, the name Taylor-Hobson
is second to none.
In 1888. young Abram Kershaw was helping
his father to make "philosophical instruments"
as some scientific instruments
were then called. Abram's progress from
these to cameras, and from cameras to
projectors, was logical and rapid and by
1918 the Kalee projectors were already well
known and their reputation for reliability
and first-class performance solidly established.
Some of the earlier Kalee models.
obsolete in the middle 30s, can still be
found in many countries overseas, ticking
away faithfully, thanks to the excellent
craftsmanship and quality of materials
which were built into them.
ENGAGED IN WAR WORK
From 1939 to 1945 Kershaw, like all other
manufacturing units in the Rank Precision
Group, was fully engaged in war production,
and no new projectors appeared. In
1946 Kershaw's produced the world-famous
Gaumont-Kalee "21" which set the standard
of functional design for streamlined
projection units.
The will-o'-the-wisp of recorded sound
led many scientists a dance long before the
cinematograph was invented. It was only
to be expected that sound would eventually
be wedded to films. As far back as 1911,
talking films of sorts had been seen in
Britain, though in rudimentai-y form. In
1917 two Danish scientists, the late Arnold
Poulsen and his friend Axel Petersen, were
experimenting with sound recorded photographically
on film, and staged a demonstration
in 1922 using separate films for
sound and picture.
In 1925 they arrived in London, and
British Acoustic Films was born. By 1939
their sound recording equipment was operating
in many studios in England and
overseas, and hundreds of British cinemas
had "British Acoustic" sound. There was
no royal road to success in their field any
more than in those of Taylor and Kershaw
—clever design, allied to electronic research,
painstaking attention to detail, and exacting
standards of reliability, combined to
establish an excellent reputation for their
The Gaumont-Kalee "21" was the first production
of motion picture equipment by the Kershaw
Division of the Rank Precision Group upon release
from full time war production. Introduced in 1946,
it set a high standard for functional design of
streamlined projectors. It is shown here equipped
with a "Varamorph" lens mounted on bracket.
equipment.
This reputation was enhanced by the performance
of British Acoustic products in
every theatre of war between 1939 and 1945.
Since the war it has been consolidated and
extended by the range of Bell & Howell
8mm and 16mm cine cameras and projectors
manufactured in Britain by agreement
with the Bell & Howell Co.
Until 1943, British Acoustic equipment
was marketed by G. B. Equipments Ltd..
and Kershaw projectors by Kalee Ltd.; in
that year, these two companies came together,
transferring the 35mm business to
a new formation, G. B. -Kalee Ltd. and leaving
16mm and associated affairs to G. B.
Equipments. The Gaumont-Kalee range of
equipment for theatres and studios has
been distributed since 1943 by G. B. -Kalee
Ltd.
The achievements of all of these com-
Three Steps in Making a Motion Picture Projection Lens
At Taylor, Taylor & Hobson, Ltd., Leicester, a large,
convex surface is here given a rough, preliminary
grinding before going on to other refinements.
At the same factory, the lens elements are carefully
washed before being coated. They ore placed
in the rack in the center to dry.
With specially designed instruments the assembled
Taylor-Hobson lens is checked for perfect image to
insure high quality projection.
34 The MODERN THEATRE SECTION

panies are paralleled in the entirely different
world of theatre seating, by the
products of Gaumont-Kalee Seating Ltd.
This concern had its origin in the Buckinghamshire
home of the British furniture
industry 40 years ago. Today, Gaumont-
Kalee seats of all kinds are made in Lancashire.
Their distinguishing characteristics
are those of versatile design with highest
quality materials and workmanship.
All of these firms have the same thing
in common—the best designs, the fines^
materials, the most perfect craftsmanship
and the highest precision manufacture that
it is humanly possible to achieve, in all
their products.
SET UP A CONTROLLING COMPANY
Commercially, they liave another link
that somewhere in the life of each company
an interest has been acquired by the Rank
Organisation. It was clearly desirable, for
efficient and economical working, to coordinate
their operations, and in 1948 the
streamlining process began with the formation
of British Optical & Pi-ecision Engineers
Ltd., as a group controlling company
to which they all belonged. Another
link between them is that, in the main,
they are concerned with equipment for
motion pictures.
Whilst the work of integrating all these
firms into a team was developing, they
continued to operate under their individual
names. It became increasingly desirable
to invest them, with an identity which indicates
their common association.
Today, therefore, British Acoustic Films
reappears as Rank Precision Industries
• B.A.F. » Ltd.: Kershaw projectors are made
by the "Kershaw Division" and distributed
outside Britain by the "Gaumont-Kalee Division";
G. B. Equipments Ltd. marketing
The "Consul" chair is produced by Gaumont-Kalee,
Ltd., in Lancashire. The seating line is versatile in
design and held to the high standards of other
divisions of the Rank Organisation.
the G. B.-Bell & Howell range, has become
the Cine and Optical Division—all within
Rank Precision Industries Ltd. Taylor,
Taylor k Hobson Ltd., G. B.-Kalee Ltd..
and a newcomer, Andrew Smith Harkness,
the screen-makers, whilst retaining their
own names, do so as members of Rank Precision
Industries Ltd. a name which, besides
achieving unification of name and
establishing interrelationship, also indicates
clearly that all of the companies form part
of the Rank Organisation.
Which is why BOPE, as it was familiarly
called, changed its name to Rank Precision
Industries Ltd., a name heard for the first
time in March, 1956.
Reflector
Refinishing Service
Restores Reflectivity of Unit
Many Heyer-Shultz metal reflectors installed
in the mid-thirties are still being
used daily. For those early vintage H-S
reflectors which need refinishing due to
.surface scratches from general cleaning
over the years, the Heyer-Shultz rehabilitation
service is providing a refinishing
process that restores the reflectors to their
original luster and reflectivity.
The H-S reflector, first introduced to the
industry in 1934. was a rhodium-plated
model with a heavy bra.ss ba.se metal. This
original H-S reflector was unbreakable.
non-pitting and non-tarnishable. Its reflectivity
was sufficiently high to give satisfactory
illumination under all screen conditions.
By 1952 the needs of drive-in theatres
for a precision metal reflector of higher
reflectivity led the Heyer-Shultz firm to
bring out the "52" aluminized, metal reflector,
15 per cent more reflective than the
rhodium model.
Another advance was made by the Heyer-
Shultz firm in 1954 when it developed an
all-aluminum reflector to replace the H-S
"52" aluminized brass reflector. The allaluminum
reflector offered greater resistance
to pitting and tarnishing. Another
advantage was its light weight. It was
designed for theatres needing maximum
projection lamp output.
Both the H-S rhodium reflector and the
all-aluminum reflector are in production
today, with the H-S rhodium reflector being
used by theatres having no screen illumination
problems. There are 16 models
of the two types of H-S reflectors, all
available through theatre supply dealers.
The product of British Acoustics, another Rank division, has been extended by agreement with Bell &
Howell Co. on 8mm and 16mm cine cameras and projectors. Shown is Model 630, G. B.-Bell & Howell
magnetic-optical projector, with cover open so that the interior may be seen.
Screen Firm Reports Increase
In Export Sales to Tropical Lands
A steady increase in foreign sales of Williams
screens is reported by H. C. Williams,
president of the Williams Screen Co. Tropical
countries in particular are an active
market for the Williams product, due to the
ability of the silver finish to withstand the
moisture and humidity of countries near
the equator.
More than 100 Williams screens have
been installed in tropical theatres, according
to Williams, some having a service
record extending over two years. Examination
of these screens has failed to reveal
an instance of damage from climatic conditions.
This successful resistance to tropical
weather is attributed to the durability of
the silver finish applied to the all-vinyl
plastic screen at high temperatures by the
infrared process. This is said to be an exclusive
Williams feature which prepares the
reflective surface for protection against
the humidity and moisture which often
cause mildew growth or discoloration of silver
screens.
35

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36
The MODERN THEATRE SECTION

Sew^
DOES AN AIR-CONDITIONED CONCESSIONS PAY OFF?
Emphatically 'Yes/ Say Exhibitors With Two Year's Experience Behind Them
By CHARLES BOECKMAN
A LOT OF JOKES have been told about
the big things in Texas. But this is no
"Texas brag": the cafeteria-style, airconditioned
concessions stand of the 700-
car Boulevard Drive-In in Corpus Christ i
is the largest of its kind in the Lone Star
state. It can serve 15 to 20 customers a
minute and it grosses about $6,000 a month.
an average of 25 cents per paid admission.
IN OPERATION TWO YEARS
Built at a cOst of $150,000 and put into
operation in September 1954, this "Texassize"
concessions building was a long-range
venture by the owners. Southwest Theatres,
Inc.. and Leon Newman. (This is a joint
partnership. Southwest Theatres. Inc., also
operating four drive-in theatres in the Rio
Grande Valley. C. A. Richter is president of
Southwest Theatres, Inc.).
As far as the air conditioning is concerned,
the owners believe there is no question
but that it pays off. In South Texas,
especially, where the wheather is hot from
the end of April often until the end of October,
or six months out of the year, customers
have come to expect air conditioning
in every type of business from the corner
shoeshine stand on up. Certainly a customer's
interest in food picks up when he
enters a refreshingly cool cafeteria, and
this undoubtedly results in a larger purchase.
TWO FIVE-TON UNITS
Air conditioning is handled by two
five-ton Servel units which cost between
10 and $12,000 installed, and operate at a
cost of $175 per month. These units cool
the projection booth and suite of four offices
on the second floor as well as the
concessions stand. However, since the offices
are rarely in use at night the ducts are
arranged so the cooling which goes to the
offices during the day can be shunted off
and directed to the cafeteria when it is in
operation at night.
The air conditioning plant is located on
the second floor in a .small room, about
10x15 feet, between the suite of offices
and the projection booth. Ducts from the
Patrons of the Boulevard Drive-In Theatre, Corpus Christi, are met with a wave of refreshing cold
air when they enter the concessions stand. Vents from air-conditioning ductwork can be seen here above
the counter. Owners of the theatre have found that the conditioned air definitely steps up their
patrons appetites, resulting in increased sales. The Formica-topped bar is in the shape of a ' U."
two Servel units go immediately into the
walls and are carried to all parts of the
building by concealed ductwork in walls
and ceilings.
Before this large concessions building was
erected, the Boulevard Drive-in's concessions
sales were handled in a building onefourth
the size, and located in the center
of the lot.
The new building was placed at the back
of the lot and constructed to house the
projection booth, storeroom, restrooms and
the offices, as well as the cafeteria, itself.
The concrete block building was constructed
at a cost of $150,000, with the cost
of the concessions portion running around
35 to $40,000.
The building is 30 feet wide by 78 feet
in lengtli. The cafeteria itself, is 30x60
feet and it has an unusually large and complete
kitchen, 20x30 feet.
Dave Molder, theatre manager, showed
Continued on following page
Two, five-ton Servel air conditioning units one be
hind the unit in the picture> ore situated in a
small room on the second floor. Ducts from these
two units go directly into concealed wall ducts.
BOXOFFICE :: September 15, 1956
37

Molder
AIR-CONDITIONED CONCESSIONS
Continued Irom preceding page
US through this aiiraclivo, uKia-moclpin
cifeterla and kitchen, pointing out their
fixtures and equipment and describing the
types of food and beverages that are popular
with the Boulevard's customers.
"We do a good business with hot tamales.
said, "selling about 50
"
dozen a week. These are supplied to us by
'Goas' out of San Antonio and we keep
them piping hot for instant service in an
EX'erhot' tamale warmer.
"F^'ied chicken is another perennial
favorite and we fry that right in our own
kitchen. We are plaruiing to add fried
shrimp to our menu very soon."
TO ADD PINK LEMONADE
Other items that sell briskly at the
Boulevard Drive-In theatre's cafeteria are:
chih. popcorn, peanuts, ice cream, hamburgers,
sandwiches, barbecue. Beverages
include coffee. Cokes, orange drinks, root
beer, grape, and hot chocolate during the
winter. Plans are afoot to add a pink
lemonade dispenser to the soft drink department
very soon.
A customer, upon entering the concessions
building, after experiencing the first
full wave of refreshing cold air. is aware
of the gleaming terrazzo floor and the long
"U" shaped counter topped with bright
yellow Formica. His order is quickly and
courteously handled anywhere along the
counter by well trained clerks. He places
his drinks and food on a disposable cardboard
tray.
The customer, when he makes his first
purchase, is given a price-numbered ticket.
As he moves along the counter, making
additional purchases, the person who waits
on him punches the cost of the item on
the corresponding numerals on the ticket.
Thus, when he reaches the cashier that
person can tell at a glance, his total purchase.
CARSIDE SERVICE GIVEN
Customers who do nat care to leave their
automobiles can avail themselves of the
carside service at ihe Boulevard Drive-In.
Pour carhop boys operate out of the cafeteria,
circulating between cars on the lot
all during the evening. Ten to 15 per cent
of the cafeteria's business is handled by
the boys who carry the items to the cars
on trays.
The cafeteria concessions is plugged between
shows and before the show by loudspeaker
commercials. These are on prepared
tapes done by E. L. Rosskelly and
are done in a clever, conversational style.
Personnel of the Boulevard concessions
consists of four or five counter clerks, a
cashier, and four carhop boys. At present
there is no cafeteria manager. Ramona
Towne, cashier, also oversees the cafeteria
operation.
In the cafeteria there are located two
Univendor candy dispensing machines.

I
BOXOFFICE
: September
Boulevard Drive-ln Offers
Patrons a Variety of Foods
Hamburgers
25c
Cheeseburgers
30c
Barbecue Sandwich
35c
Ham and Cheese 45c
Cheese Sandwich 25c
Chiliburger
35e
Hot Dogs Mc
Ham Sandwich
35c
Bacon & Tomato 35c
Grilled Cheese 25c
Half Do2. Tamales 35c
French Fries 15c
Fried Chicken Dinner 85c
Piiza Pies 50c
Soft Drinks
10 and 20c
Ice (Extra Orders) 5 and 10c
Frozen Custard 15 and 30c
Boulevard Drive-In Theatre Is located is I
undcrgoinK construction at present. It is
being widened into a dual freeway. This
has necessitated some major changes In
the boxoffice and entrance to the Boulevard
Drive-In to allow for the right of
way.
The boxoffice was moved from the front
of the screen around to the far right side
of the fence. The marquee was moved
from the front to the open field on the
right of the screen and the entrance gates
were changed. This worlc was done in
July.
It is hoped by the theatre owners that
vinced that, although the present building
is in the back of the lot, a concessions
building in the center of the lot does average
more sales.
Has the new super-size, costly building
paid off?
"It's a little early to give a definite
answer to that one," admitted Joe Roach,
auditor and office manager of Southwest
Theatres, Inc._ "You see, this concessions
stand was put into operation in a difficult
period for drive-in theatres in Corpus
Christi. It happened that the very
month the big concessions stand opened,
September of '54, all the drive-in theatres
in the city were hit by a recession.
"There may be a number of causes for
this drive-in recession," Roach went on.
"Locally, it might be attributed to the
opening of Corpus Christi's first television
station in 1954. Corpus Christi was very
late in getting a television station because
of a drawn-out squabble over available
channels by a number of local radio stations.
However, in 1954 a UHP station
went on the air in this city. As is usually
the case with the opening of the first TV
station in a city, there is a strong local
swing to that form of entertainment. After
a while the novelty wears off and viewers
once again divide their time with other
forms of entertainment.
"I won't go on record as saying that was
the sole cause for the recession; it may
have been coincidental. Nevertheless, business
began dropping off sharply in the
fall of 1954, and 1955 drive-in theatre business
all over Corpus Christi had dropped
30 per cent over the previous year. However,
I'm very happy to say that early this
year there began a definite swing upward
again and since May 1st, we have regained
60 to 75 per cent of the falloff. We
now have every reason to believe that this
business will continue to increase until
it will be better than ever before.
"In spite of the previous year's recession,
however, our large air-conditioned concessions
stand at the Boulevard Drive-In
has grossed around $6,000 a month with
a net profit average of roughly 38 per cent."
Busy Lexington Boulevard on which the
The front of the screen tower at the Boulevard
features a mural of cartoon characters. The screen
side is plaster, the new widescreen being added a
couple of years ago at a cost of $11,000.
the work on Lexington Boulevard will
bring even more customers to the Boulevard
Drive-In Theatre and the largest
air-conditioned concessions stand in Texas!
In general, the front row of your concessions
counter is the strongest selling
position. Breaking this down further, the
center of the front row is best.
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:
15. 1956 39

NEW CONCESSIONS UP SALES AS MUCH AS 100%
Remodeled Stands Are Given a Central Lobby Location in Circuit Updating
By
PAT MANLEY
When dapper Clare Woods, a long
time theatre executive from Kansas City
and Salt Lake City took the reins of New
Orleans" United Theatres circuit last September,
the cry that the "Yanks have
come!" echoed again along the South's
theatre row.
The 16-house chain has been represented
in Dixieland since the beginning of the
motion picture industry, and was an early
day pace setter. Now, under Woods' direction.
14 of the 16 neighborhood houses are
being updated. Using a 12-month plan.
rebuilding concessions stands and remodeling
lobbies, nine of the 14 houses have
been completed. The rest will be finished
by the end of this year.
ALL STANDS ARE CENTERED
A theatreman who believes that showmanship
is sound business. Woods has
centered the concessions stands in all of
the theatres' inside lobbies.
"The new stands are the first thing you
see after buying a ticket," he said. "Everyone
thinks we've remodeled the entire
theatre."
The nine United Theatres which have
completed their concessions remodeling are
the Napoleon. Folly. Tivoli, Nola. Prytania.
National. Poplar. Beacon and CarroUton,
all 750 and 1.000-seat houses in the suburbs.
Lobbies of all remodeled theatres are
being painted the same restful tones of
green. Multicolored marquee fronts are
changing to pure white. Small 11x14 and
22x28-inch lobby displays are all being
changed to 40x60 and 30x50-inch standard
National Screen posters.
building the new stands, for tlie .simple
reason that the old concessions locations
were far off to the sides—to the point that
you almost had to have a map to find
them. Inasmuch as all the new areas have
center locations, we were presented with
I h
no problem in buildint; the one while we
operated the other."
Woods pointed out that two-thirds of the
concessions remodeling is represented by a
compact, polished aluminum, electric pop-
'I
»-%
Continued on page 42
^
SACRIFICED 24 SEATS
The executive director pointed out that
he considers center lobby concessions of
such importance that he closed off part of
the center aisle in the Beacon Theatre to
accommodate the stand. Two new side
aisles, one on either side of the stand, circle
around it to join the old center aisle at the
concessions rear. The two aisles at the extreme
sides of the auditorium remain. Only
24 seats were lost in the center, the space
being added to the size of the concessions
and the new aisles.
Etched and scratched plywood with compressed
wood canopies in soft beige tones
house the concessions. Overhead lights
illuminate the candy bars and entire stand
area without melting the candy. Airangements
were made so that the old stands
were kept in operation until the new ones
were completed, usually ready for weekend
trade.
"It was quite simple." Woods explained,
"to keep the old areas in operation while

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BOXOFFICE :: September 15. 1956
41

.
NEW CONCESSIONS UP SALES
Continued Irom page 40
corn machine and drink dispenser, called
the Coliseum which is made by Manley. Inc.
"The dual-purpose unit couples the most
lucrative aspects of the concessions business."
he asserted. "Popcorn and soft
drinks i^ross approximately 75 and 72 per
cent profit, respectively."
"Since adding the new popcorn and beverage
unit," he said, "our average sales
have increased by 6.1 cents per head. In
one theatre, the Prytania. we have had a
Du Grenier
"Besides that." he added, "our yield on
popcorn is nearly twice as much as with
the old machines. Pi-om a previous gross
of $95.60 per 100 pounds of popcorn, we
are now averaging about $160.00, using the
same quality of pspcorn. A fast man or
woman also can pop 40 kettles of corn an
hour."
Size of the stand is tailored to the house:
100 per cent increase in concessions business.
they range from 14x7 '2 feet to 17x7 '2 feet.
All have one or two glass candy cases. Depending
upon the size of the location, the
Coliseum, has two or three drink faucets.
When possible. Manley's machine is centered
between the candy cases, and is the
focal point of the concessions.
The concessions stands are equipped with
Cascader orange dispensers, purchased
through Manley and with Roto-GrlUe hot
dog machines from Hollywood Servemaster.
There is also a three-cubic foot Frigidaire
in each of the new concessions layouts,
used strictly for hot dog storage. The one
in the Tivoli is extra-large because it was
already on hand.
In candy sales. Woods pushes the 11-
cent varieties. His displays feature 16
types of U-cent items and four of the 6-
cent candies. Soft drinks, popcorn and hot
dogs are best sellers in all stands. Since
adding an orange bubbler, orange drinks
have paralleled "king" Coke in sales. The
cooling cascade effect, he thinks, has skyrocketed
sales.
VARIED INDUSTRY EXPERIENCE
Known in theatre circles for his administrative
qualities. Woods was literally
"born" into show business 54 years ago,
over his father's movie house in Laredo,
Mo. At the age of 12 he was helping his
dad around the theatre. As with many
other ambitious young men, his path led
to the metropolitan center of Kansas City,
Mo., where he .soon was managing the
Waldo Theatre.
F^-om there, Woods went to Colorado in
1927 as the Paramount circuit's district
manager. Seven years later he became city
manager, booker and buyer for the Inter-
Mountain Theatre group in Salt Lake City.
He originated the Exhibitor's-Distributor's
Round-Up in Salt Lake City. This
organization brought together theatre and
film men from Utah. Idaho, Montana and
Wyoming to discuss trade problems and,
incidentally, to play in a $2,500 golf tournament.
Woods was also one of the founders
and president of the Motion Picture Club,
which later became the Salt Lake City
Variety Club.
Going with the Durwood chain in Kansas
City in 1950. he later became that circuit's
general manager in St. Joseph. Mo., taking
charge of three downtown theatres, two
drive-ins and a Kiddie Karnival.
They lead in
speeding profitable sales of
CANDY * MINTS * GUM
CIGARETTES * CIGARS * PASTRY
SANDVIflCHES and otiier merchandise
see DU GRENIER'S
.completed"
^ at Booths 70^/ /
k^t
"
MY. Coliseuni
20th to 24th
Sept.
INC.
15 Hale Street, Haverhill, Massachusetts
General Soles Office: 250 W. 57th St., New York, N. Y.
Food Concessionaires . .
Sell
PRONTO PUPS
America's original
"Hot Dog on a Stick"
BIG PROFITS—BIG VOLUME
'Prnnto I'lips" and 'Tups" are rct;lstercd trademarks
^'^ PRONTO PUP CO.
•
Room 208
2014 NE Sandy, Portland 13, Oregon
• • • • • •
42 The MODERN THEATRE SECTION

I
BOXOFTICE
Sell popcorn faster with |\Iv3\A/ LJiXlo
Popcorn Design Cups
They have a whopping
"^ ,W,^ more-for-your-moneylook...
when filled with regular sized portions!
Bigg est hi-bs ever
New Dixie Popcorn Design Cups are bright brown and yellow
eye-stoppers! Regular sized portion of popcorn fills them
to a bursting, bulging overflow. No wonder they make a big hit
with kids and adults alike.
Dixie Popcorn Cups won't absorb butter, or shortenings. Assure
your patrons better taste! They're easy to fill. Take no set-up time.
Write today for free samples of new Dixie Popcorn Design Cups.
and new Dixie Theater Design Cups.
Dixie Cup Company, Easton, Pa., Chicago, 111., Darlington, S.C,
Ft. Smith, Ark., Anaheim, Calif., Brampton, Ont., Canada
o
^^PSST! Best Theater Cups
are Dixie's, too!"
Only Dixie offers you new Theater
Design Cups in 6 gay, distinctive,
eye-catching colors. And only Dixie
offers 5 profit-portion sizes, too!
Use 'em all—step up your
soft drink sales!
Not all popcorn cups are DIXIE CUPS— just the best ones!
1 o rflgitt*r«d (rode mark o' tha Dili* Cup CompoAv.
:: September 15, 1956 43

Uta
one good thing

leads 'em to another
GINGER ALE
ORANGE
ROOT BEER
CHERRY
GRAPE
Canada Dry Beverages in the bottlehome
favorites of millions —
your assurance of presold demand at
your cup machine.

—
Accent'
PART III OF A SERIES
QUALITY
DEPENDS
ON USING FINEST INGREDIENTS
By SYD SPIEGEL*
5yd Spiegel
It is of the
UTMOST importance, if
you are to make high
profits consistently
from your popcorn
machine, that you
make the best possible
popcorn. Only by
doini; this can you
create a habit-buying
pattern among your
customers. Once they
are convinced that
really delicious every time,
your popcorn is
they will never walk past your machine
without buying.
MUST HAVE GOOD CORN
The most important ingredient is the
quality of the corn. Now, you can buy cheap
corn, just as you can buy cheap appliances
or cheap clothing. But nowhere is quality
more critical in the profit picture than in
pop)corn.
It works like this—for a couple of dollars
less you can buy an ordinary popcorn
which will render about 25 to 1 popping
ratio. In other words, this corn will pop
to about 25 times its volume. But top quality
hybrid corn will pop about 35 volumes
—a gain of 40 per cent. Thus, by paying
a couple of dollars more to get the best
corn, you can actually get about $30,00
more profit from a 100 lb. bag! In the
face of facts like this, there are still operators
who will buy cheaper corn and
toss big profits out the window.
The best com is grown in two main
belts through the middle U. S., and is carefully
conditioned and stored in controlled
humidities, for the moisture content of
popcorn is vital. Corn will not pop fully if
it is too moist or too dry.
Sca-sonins;— the popping oil—is largely a
matter of choice. One of the most popular
is derived from coconut oil: it tastes good
and gives a high profit return. Some theatres,
however, find that the cold poses a
problem, since coconut oil seasoning must
be kept warm in order to remain liquid.
While there are heating elements in the
seasoning well of the machine, peak operations
may cause a problem if the machine
is in a location exposed to the cold.
In this event, a liquid seasoning such as
peanut oil is used, a seasoning which has
been successfully used in many theatres
under all conditions.
The amount of seasoning is usually suggested
by the maker of your machine
about five ounces per 16 ounces of corn
but some operators find their customers
like a little more. Give the customer what
he likes—that's the way to profit. The
same applies to salt. The amount of salt
preferred on popcorn seems to vary with
the locality.
Instead of salt, many operators are usu\n
a powdered flavoring called "Savorol."
This is a patented combination of salt,
mono.sodium glutamatc
i and butter
coloring and flavor. This seasoning
fairly makes the taste buds stand on end,
and some operators find that its use increases
their sales considerably.
And then we come to that problemboxes
or bags? It really need not be a
perplexing question. Most adults like
boxes, most children accept bags and are
quite happy with them. Bags are not
too convenient to hold for adult hands,
and your grown-up customers like the
feel of the more solid box. If your
customers are predominantly adult, you will
sell more popcorn by dispensing it in boxes.
If children are your chief clientele, you can
use the lower-costing bags and not suffer
loss of business. The kids don't care so
long as the popcorn is good. By the way,
did you know that you can now obtain
noiseless bags?
Boxes come in two standard patterns,
conventional and automatic. The automatic
is faster to use since it snaps open and
the bottom locks by simply squeezing the
edges. Costing only about a half a dollar
more per thousand, this is the box for you
if high peak selling periods are part of
your operation.
The way to big profits from popcorn is
simple if you use a good machine, high
quality ingredients, and package your popcorn
attractively. In the next, and final
article, we shall discuss the maintenance
of your machine, and the "help" problem.
STOCK ONLY SHORT SUPPLY
Bearing this in mind, it is best for the
operator to carry only a short supply of
corn on hand, unless he has ideal storage
conditions. Good suppliers can ship him
corn at specified intervals and guarantee
that this corn will not have dried out or
become too damp.
A top quality hybrid corn, kept in controlled
storage, will pop large and fluffy
with no hard core to break teeth and discourage
customers. And it will taste delicious
if you add the proper amount of
seasoning.
46
•General Manager, Super Pufft Popcorn, Ltd.
The "Happy Popcorn Boy," available from the Popcorn Institute, turns the
heads of theatre patrons toward popcorn with his wide-eyed, lip-licking antics.
The moving head, powered by an impulse motor and a dry cell battery, can be
operated anywhere, without electricity, so that it may be effectively set up not
only at the concessions, but also near the water fountain, boxoffice and ticket
box The display has been proven to increase popcorn soles by 20 per cent.
The MODERN THEATRE SECTION

ARE YOU INTERESTED IN A
OPERATION?
With the ALL-NEW VISCOUNT Mark II Popcorn Machine, you can be SURE
SURE, because the revolutionary Mark II was
of a rising profit line . . .
evolved from over 25 years of experienced leadership in the popcorn merchandising
field . . . SURE, because the Mark II was designed with YOU in
mind, knowing what you needed and what you wanted. Here is
the popcorn machine that is truly beautiful from any angle, with a
Ihable styling that blends with any surroundings through special color-keyed
theatrical designs (in addition to standard colors) ... a machine that
commands attention from the public and boosts intermission sales into
PLUS-PROFITS! We are very proud to present the
VISCOUNT Mark II
Styled by famed Asbjorn Korlsen of Norway, utilizing cm aircrafted space frame, over 3,000 square inches of gloss, exUaclean
and extro-light aluminum exterior, and countless numbers of other features. And, most important of all, the "heart" of
the Mark II—the Controlled Heat Kettle with its convenient swing-out action, automatically popping more and popping faster,
leaving the attendant free for other sales. Priced well under $1,000 and guaranteed fully for FIVE years . . . What
other
popcorn machine gives you all this . . . and then some?
Be sure and see the exclusive first showing of the Mark II at the Combined TOA-TESMA-TEDA-
PCA Convention and Exhibition at the New York Coliseum, September 20-24. At BOOTH 417
we'll have representatives on hand to demonstrate the Mark II. and to explain hoir this inarhimthat
stepped out of tomorrow will serve you beyond your expectations.
If you are interested, but unable to attend the show in New York, contact your local
Viscount distributor for information or immediate delivery. If there is no distributor
available in your area, write or wire either our General Offices or the Factory.
G. H. R. ENTERPRISES, INC.
Manufacturers of VISCOUNT Mark II and VIKING Popcorn Machines
General Offices—RFD 1, Box 141, Las Vegas, Nevada
Factory—2207 South Chico Ave., El Monte, California
A FEW CHOICE TERRITORIES ARE STILL OPEN FOR DISTRIBUTORS
BOXOFFICE :: September 15, 1956 47

The completely stainless steel kitchen at the Twin
Theotair Dhyc In Theatre, Indianapolis, is kept shining
and spotless by effective maintenance methods.
Manager James S. Smith realizes that cleanliness
cannot be oyeremphasized and also that the sizable
investment in stainless steel should be protected.
SIMPLE, BUT REGULAR CARE PRESERVES
BEAUTY AND LIFE
By DAVE E. SMALLEY
I HERE ARE FEW THEATRES today which
do not have some stainless steel to care for.
if only tlie popcorn machine in the concessions
stand. And, although it seems to be a
popular belief that stainless steel takes
care of itself, it serves its best and longest
OF STAINLESS STEEL
use only if certain measures are observed.
Of all metals stainless steel resists more
abuse and shows the least evidence of neglect.
For these reasons it is oftenest subjected
to negligence or improper maintenance,
resulting in a needless, if often unnoticed,
toll.
You may have stainless steel door frames,
stainless steel trimmings around the ticket
windows. The marquee may be made
partly or mostly of stainless steel, but it
is the concessions department where the
maintenance problem is greatest.
Grease, .smoke, fumes, heat, all contribute
to a deposit which, if not kept removed,
will accumulate and dull or discolor the
metal and will eventually call for more
effort to remove. In certain cases, as we
shall see, some things may result in permanent
damage and, therefore, should be prevented.
From the above information it should
not be assumed that stainless steel calls
for special care or a lot of attention. As
a matter of fact, it calls for less care and
attention than any other kind of metal,
but since your stainless steel structure or
equipment is probably a sizable investment,
made because of the .superlative qualities
of stainless steel, you can get the most
out of your investment by knowing the
facts and by abiding therewith.
Nothing is imperishable and nothing is
made which is immune to some kind of
damage. Stainless steel is just the nearest
Continued on page 50
AMAZING
1^oU-(^nMe HOTDOG BROILER
gwe. IMPULSE BUYING!
The Difference is the Amazing Rotisserie Action
Sells MORE hot dogs than any thing else on
the market today! Modern as tomorrow, the
very latest in design and merchandise appeal.
Rotisserie action rotates 60 hot dogs under
the magic infra red cooking process . . .
mouth-watering goodness ready in minutes
for quick sales. Roto-Grille holds hot dogs
for
hours, no deterioration.
Ideal for big, fast operations down to the
smallest . . . because this amazing Roto-
Grille is versatile. Revolving drum is easily
lifted out for cleaning. Extra drums can be
employed and pre-loaded for fast operations.
Seven inch hanging door holds heat in, but
allows inside accessibility. Bun wormer holds
2 dozen buns. 115-v A.C.
SEE
AT INTERNATIONAL TRADE SHOW
SEPT. 20-24. BOOTH 517.
Only THE Se^wette POPCORN WARMER
Offers an Attractive ANIMATION Display !
Profitable SERVETTE gets you PLUS popcorn Easy repeat soles with fascinating animation
business . . . greater merchondising features
. . dazzling animated display . . hot
that speed up over the counter selling.
popcorn at ALL times ... no more left overs.
W(e
7^^.«jvw SERVEMASTER (^^

This can be the brightest news in your sales picture this year .
HERSHEYJS MILK CHOCOLATE... CANDY COATED
in eye appealing*, sales getting
5c BAGS, 10c BAGS, LARGE BAGS
rfPST^ ift^iu/^ OM^Mum®- e4^e^^fu4ete_
HeRSMEY CHOCOIATE CORPORATiON, HERSHEY. PA,
BOXOFFICE :: September 15, 1956
49

CARE OF STAINLESS STEEL
Continued Irom page 48
SO far reached in tlie search for a metal of
highest resistance and prolonj^ed durability.
Following are recommended procedures
for maintaining stainless steel, based on
information supplied by stainless steel producers,
for the removal of various types of
soil from stainless steel:
To remove ordinary dirt, smoke, soot
and grca.se. at low lomperature.s. or weather
stains from the marquee, use ordinary soap
lor synthetic detergent) and water, the
action of which can be hastened by adding
a little alkaline cleaner like tri-.sodium
phosphate, soda ash or even plain baking
soda. Non-water-soluble substances will
usually yield to carbon tetrachloride,
naptha or alcohol.
Where the deposit or stain has been more
or less baked on as around the popcorn
machine, first make a paste with equal
parts of water and ammonia mixed with
Bon Ami, magnesium oxide or finely
powdered pumice stone. Using a soft cloth
dipped in the paste, rub as gently as possible
in the direction of the polishing marks
on the steel.
Where the deposits or stains resist the
JAMES RIVER BRAND means...
Distinctive SmithTield flavor, highest
quality and 300 year old reputation
give pre-acceptance, raises check profit.
James River Brand Barbeques,
iUSl RIGHT TASTE...
that only-from-Smithfield flavor!
JUST RIGHT CONVENIENCE..
just heat and serve, in seconds!
JUST RIGHT PRICE & PROFIT . .
increases profit 60-70% I
pork, beef and turkey have more lean
meat, much less fat and liquid than
any other barbeque on the American
Market ... by actual test!
There's a Whole Family of James River Brand Smithfteld Products
DISTRIBUTORSHIPS OPEN IN SOME AREAS
The Smithfield Ham and Products Co., Inc.
SMITHFIELD, VIRGINIA
Just push the button for
fresh, hot coffee anytime!
Push-Button Automatic
E-Z WAY COFFEEMAKERS
Ideal
profit-producers
in Drive-ln
Theatres, Concessions.
See Them
Demonstrated
Booth 421
at
the
Convention
I
• No shortage during intermissions
• PERFECT PORTION CONTROL the E-Z WAY
• Fresh,
Good Coffee Always Availoble
• No Stole or Throw Away Coffee
• SAVE up to 759o on LABOR in preparing
coffee and cleoning equipment.
E-Z WAY COFFEEMAKERS let you
take full advantage of labor-saving,
profit-producing features of
soluble
STEEL
coffee.
For Full Details Write
PRODUCTS CO.
Cedar Rapids, Iowa
above processes, use either a stainless steel
scouring sponge or stainless steel wool of
the finest texture practicable. In no case
use ordinary steel wools, scouring pads,
scrapers, wire brushes, files or other steel
tools. They may mar the surface or leave
small particles of iron which cause rust
stains. While stainless steel itself never
rusts, other rusting metals left in contact
with it will cau.se a stain involving unnecessary
work to remove it.
In using stainless steel sponges or stainless
steel wool or, in fact, any abrasive
action, always rub in the direction of the
"grain" of the surface, never crosswise.
REMOVING HEAT TINT
Heat tint, such as around the popcorn
machine, is often difficult to remove, depending
upon the density and the degree
of heat to which the metal has been subjected.
Removal calls for vigorous scouring
with stainless steel wool, or a stainless
steel scouring pad. in combination with a
scouring powder or one of the commercial
heat tint removers.
Certain parts of the popcorn machine,
or any equipment which may be used in
preparing or containing food stuffs or confections,
should be sterilized occasionally.
In using sterilizing agents avoid chlorine
compounds. They may break down and release
free chlorine or hydrolize to form
hydrochloric acid. Stainless steel will resist
the attack by such compounds for about
two hours, after which localized pitting
may occur. Such sterilizing agents as
sodium peroxide or sodium perborate have
no harmful effects on stainless steel and
may be used freely.
You may not be familiar with the above
mentioned chemicals but if you are using
a prepared sterilizer you will doubtless find
the nature of the contents on the label.
REMOVE DEPOSITS FROM CORNERS
Materials which settle in cracks, crevices
and corners of stainless steel equipment
should be removed, whether in the concessions
department or on the marquee. In
the case of the popcorn machine or other
cooking equipment, this may not be possible
while the equipment is in operation.
In such cases, "sweeten" or neutralize any
residual or adhering sour acid solutions
with baking soda, or where the deposit
cannot be reached with dry soda, dissolve
the latter in a little water.
Where possible, avoid continuous contact
between stainless steel and other
metals. When different kinds of metals
are kept in contact with each other, a
galvanic condition sometimes sets in, promoting
corrosion. Where continuous contact
cannot be avoided the corrosive influence
can be greatly retarded by careful
cleansing and periodically exposing contacting
surfaces to clean air.
Where screws or bolts used in the construction
of stainless steel are missing, do
not replace with common iron or steel
duplicates. Do not repair the stainless
steel marquee with common screws or wire
nails, not only because of the corrosive
50 The MODERN THEATRE SECTION

influence but also because of probable rust
stains.
Where a soldering flux Is needed in repairing
stainless steel, the flux should be
neutralized immediately after with a 5 to
10 per cent solution of soda ash. While
hydrochloric (.muriatic) acid can be damaging
to stainless steel, nitric acid in 15 to
20 per cent (by volume) solutions may be
used to remove the stains left by hard
water.
USE NO COATINGS
Never use paint, lacquer, varnish or wax
on stainless steel. In fact, no kind of
protective coating should be used, since it
is much easier and safer to clean the
bare metal.
New stainless steel equipment is usually
shipped coated with petrolatum (similar
to Vaseline) to minimize scratches and
abrasions that may result in shipping or
during installation. After it has been installed,
the protective wrappings are removed
and the surface cleaned with what
is known commercially as Stoddard Solvent.
This material is a type of naptha used by
dry cleaners and, since it has a flash point
of 180° F., it is relatively safe from the
standpoint of a fire hazard.
Should, by accident, paint, varnish, tar,
resins or similar substances be deposited on
stainless steel, use triple (No. 000) stainless
steel wool saturated with equal parts
paraffin oil and Stoddard Solvent. Rub
lightly, always with the direction of the
grain. Wipe off the loosened deposit and
cleaning compound and go over the area
with a clean rag saturated with paraffin
oil. The rest of the surface should be
cleaned with a rag saturated with the
Stoddard Solvent and the operation repeated
with the paraffin oil, after which
the surface should be dried and polished
with clean rags.
Sharp dents can only be removed from
stainless steel sheeting by use of a rubber
mallet on one side, with a flat, solid wood
block on the other. Where it is not
possible to reach both sides of a sharp
dent, the dent cannot be removed.
However, where the dent merely amounts
to a "stove in" condition, it often can be
repaired by use of a "plumber's friend,"
the rubber suction cup on a long wood
handle and designed for opening clogged
drains.
First wet the edges of the rubber cup
and then, pushing it against the damaged
side to exhaust the air from the cup, pull
out the sunken metal side. In some cases
it may be necessary to use a little adhesive
material (such as library paste or mucilage)
on the edges of the rubber cup to
make it hold. A nail driven through the
socket of the cup may be necessary to hold
the handle.
The concensus seems to be that a theatre
without a set policy in the refreshment
field is just seeing good profits go by the
theatre door.
All Risks' Floater Covers
Drive-In Theatre Property
Insurance covering flood and water damage
to drive-in theatre property has been
made available to the industry by an "all
risks" floater announced by A. Yarchin &
Co., Inc.. a firm that has been in the theatre
insurance field for more than a quarter
of a century. The floater also protects
drive-in theatre owners against loss from
fire, vandalism, theft, earthquake, explosion.
coUap.se. landslide, windstorm and
other miscellaneous perils, subject to certain
normal restrictions.
The three-year policy is said to give full
protection for projection machines and
equipment, speakers and speaker heads,
concessions equipment, movable playground
equipment, sound equipment, food and supplies,
office furniture and fixtures and
many other items of personal property. Details
of the coverage are given in a free
brochure. "All Risks Insurance Floater for
Drive-In Theatres. ' available to theatremen
who request it from the A. Yarchin Si
Co. office at 80 Broad St.. Boston 10. Mass.
Not to be overlooked in keeping theatre
food service sanitary are the ventilator
grills and exhaust fans, as well as the hood
over the cooking area. These may collect
grease, lint and other bacteria-laden dirt
which could fall into the food.
FAMOUS
MAKER...
MOVER..
Here's a top profit combination for you. . . . the famous
Heide trade-mark p/us the taste appeal of all-ways popular
Jujyfruits. Now backed by increased television advertising
and continuing national magazine ads, Jujyfruits
belong on the coiuiter of every outlet you service. Push
them for all they're worth . . . they're worth plenty to you!
HENRY HEIDE, incorporated
New York 13, New York
As nationally advertised in
i^Look
Boys Life
m\
BOXOFFICE September 15, 1956 51

are used in
Apco's SodaShoppes
such national chains as
I
5imh all ihoudm
Loeuf-PoMmoujrf-f^KI'
pmoii"jmp
I
Specially designed for the smallj
er theatre. It has all the servio,
free features of every Sodd
Shoppe. Allows for consider
ably bigger profits per patror.
Vends 3 carbonated and 1 non-carbi
naled drink. Has 800 cup copocil,
APCO INC.
A Subsidiory of United States Hoffmon Machinery Corp.
America's Foremost Pioneers of Beverage Dispensers
1740 Broadway, (at 56th St.) N. Y. 19, N. Y. PLaza 7-3133
Regional Sales Representatives Throughout the United States
There is on Apeo SodaShoppe fo fit the requirements of
every type and size of Jheafre. Get the facts — write for
literature on the complete Apco Line and check with your
operator or concessionaire to be sure he installs the
SodaShoppe model designed for YOUR theatre — and
watch your earnings zoom!
Coupon and
MAIL TODAY!
I
I
APCO, INC.
1400 drink syrup capacity.
1740 Broadwoy, New York 19, N.
Gentlemen: Please send me complete information c
a Dual Cup Station Theatre Model SodaShoppe
D 6-Drink SodaShoppe D 4-Drink SodaShoppe Jr.
Complete Apco Line D Name and address of nearii

THEATRE
INDUSTRY SALUTES NATHAN
FOR OUTSTANDING SERVICE TO PCA
I HIS YEAR MARKS the 20th anniversary
in tlie motion picture theatre field
for Bert Nathan. In the span of one generation.
Nathan has advanced from his
humble start as an exhibitor in Milwaukee
to his eminent position as head of one of
the counti-y's outstanding concessions organizations.
Nathan first entered the industry in
1936, at the Hollywood Theatre, Milwaukee.
F\)r six years, he picked up the know-how
and the background of theatrical operation
which was to stand him in such good stead
in later years. He learned maintenance,
concessions operation, booking and buying—in
short, all the problems that exhibitors
still face today. And, most important,
his flair for showmanship was developed
in these formative years.
Now, to one of the principal reasons why
it is fitting to salute Bert Nathan in the
motion picture exhibition field:
Three years ago, Nathan became vicepresident
of the International Popcorn
Ass'n—later to become the Popcorn & Concessions
Ass'n—and brought to the organization
his advanced thinking, and his penchant
for planned action. The following
year, he was named president of the IPA,
as J. J. Pitzgibbons jr., moved up to be
board chairman. Under his guidance, the
association took on added stature in the
industry, so that today it is recognized by
all parties in exhibition as the only organization
that speaks for theatre concessionaires,
and such related people as merchandisers,
processors, etc.
At last year's convention of PCA, Nathan
was re-elected president by unanimous vote
and was presented with a plaque in honor
of his services to the organization during
1955.
One of Nathan's early moves while at
the helm of the IPA was to strengthen relationships
with TESMA. This was a follow-through
on a policy established by
Pitzgibbons, who had helped the organization
set up an annual tradeshow which
brought the best in the concessions field
before the industi-y buyers. At IPA's first
tradeshow, only 21 booths were opened; in
1954, when the first deal with TESMA was
put into effect, 52 booths were taken. Then,
in 1955, with Nathan clearing the way, the
PCA sold 103 booths for the joint convention.
This year, in a tieup with TOA's convention
as well as TESMA, more than 180
booths will be taken—and at higher prices
Bert Nathan
than ever before, due to the increased value
of space at this mammoth convention and
tradeshow at New York's Coliseum.
The IPA, now the PCA, has grown to the
point where the organization today represents
90 per cent of the concessions people
in the theatre business. Even more im-
Continued on following page
SPECIALISTS IN EQUIPPING, SUPPLYING & PLANNING
DRIVE-IN THEATRE CAFETERIA CONCESSIONS
National distributors in the
drive-in field for Hotpoint,
Toastmaster, Scotsman Ice
Machines, SelMix Dispensers
and many other outstanding
lines.
SEE THE LATEST DRIVE-IN CON-
CESSION EQUIPMENT IN ACTION
AT SAVON'S PCA BOOTHS 617-627
IN THE NEW YORK COLISEUM.
THE SAVON-STAR DE LUXE '57 CAFETERIA UNIT
Accepted standard for food warmers
SAVON COMPANY
in drive-in thcotres. Other models also
286 Pennsylvania Ave., Paterson, New Jersey. Phone: MUlberry 4-6033
BOXOFFICE :
: September 15. 1956 53

INDUSTRY SALUTES NATHAN
Continued from preceding page
portant. however, is Uie steady s^rowlh ol
the group from a precarious financial
status to a healthy, black-ink operation.
There are now ample funds for the dissemination
of information, data on latest ti'ends
of merchandising, methods of improving
concessions appearances and efficiency,
modernization of equipment, etc. The PCA
is also helping the smaller concessionaire
to maintain his niche in the over-all scheme
by recommending proper equipment purchases,
advising on physical layouts and
construction problems, and aiding in the
publication and transmission of data working
toward the improvement of existing
conditions.
Whether the PCA. given the impetus by
J. J. Fitzgibbon jr., would otherwise have
been able to continue to rise to such great
heights is not the question here. What is
of concern is the undeniable fact that with
the dynamic spirit of Bert Nathan to lead
the way. the organization continued to develop,
to prosper, and to dominate the field
completely, so that today there is a central
source of information, of potential action
and of abundant resources ready to be used
for the benefit of the concessionaire and,
consequently, the entire field of exhibition.
The second reason for this salute to Bert
Nathan is his extraordinary career in his
personal business—and for this, we go back
14 years:
In 1942. with our nation at war, Nathan
went into service. He served with the Army,
working his way up to a staff sergeant's
rating, with special duties pressed upon
him as a result of his theatrical training.
For a time, the Army stationed him at
Miami, Fla., where he put on camp shows
as his principal duly in his special service
job. It was during the lime lie was staging
these entertainments at Miami that he
met his future wife. Roz, who worked at
one of the talent agencies he contacted as
part of his assignment. They were married
on May 10. 1946. in the year following his
honorable discharge from service.
But fir.sl. Nathan was to go on to Trinidad
for the special service division of the
U. S. Army, where he solidified his experience
in rurming theatres, from talent
on the one hand to concessions on the
other. When he left the service in 1945,
his background was assuredly a wellrounded
one insofar as operation of theatres
was concerned.
Nathan, therefore, as a civilian, went
back to the way of life he had come to
know best. He returned to Milwaukee, and
entered a concessions business serving theatres
in that area. He joined with his
cousin in this operation.
During the next year, as the fortunes
of the business turned and twisted, Nathan
moved on to Minneapolis in a similar enterprise,
then on to Omaha, and back to
A SALUTE TO BERT NATHAN
FROM
RICHARD and CHARLIE
CONGRATULATIONS
AND
BEST WISHES
TO
BERT NATHAN
MERKEL,
INC.
Jamaica, L. 1., New York REpublic 9-4700
MERKEUS
qualitq
PRODUCTS
Minneapolis for a while before going on to
New York City.
It was the start of a new year, and Nathan
was starting a new business that was
to grow and develop into his present-day
thriving concessions operation. At about
the lime his son. Allan, was born in 1947.
Nathan started the New Jersey Candy Co..
then took over concessions functions for
the St. Cloud Amusement circuit. Within
two years, he had formed Theatre Popcorn
Vending Corp. This concern specialized
in the distribution of prepopped corn, set
up in warmers in theatres, due to the
Eastern preference for the item served in
this manner.
Then, in 1949, Bert Nathan took over the
concessions stand at his first drive-in: the
Sunset Di'ive-In at Hudson, N, Y. He
formed a special, separate company to
handle the drive-in concessions and named
it. aptly enough, Drive-In Concessions, Inc.
Even more fitting is the fact that Nathan
still operates the concessions at the Sunset,
his first venture into the drive-in field.
Others followed: he obtained the rights to
the snack bar at the Elmsford Drive-In.
Elmsford. N. Y., then started expanding
into the Connecticut and New Jersey areas
as well as upstate New York. His first in
the Nutmeg State was the Portland Drive-
In, at Portland. Conn. Next in the fold
was the Plainville Drive-In of the Perakos
circuit.
A year and a half ago. he opened a special
branch for an expanded Connecticut-
Massachusetts operation. With Nat Buchman.
formerly of American Theatres, as
his partner. Nathan set up an office in
Cambridge, Mass.. to handle that territory.
For the conventional four-wall houses, the
firm name of Theatre Merchandising Corp,
was adopted: for the ozoners, the concern
operates under the banner of Drive-In
Concessions of Connecticut, Between his
Drive-In Concessions firm located in New
York and the Connecticut branch, he operates
at more than 30 drive-ins in all.
In the meantime, Nathan has also expanded
in the four-wall field, so that he
currently has installations at 33 conventional
theatres as well. These houses are
located in Brooklyn, New Jersey and Long
Island as well as the areas mentioned
previously.
BOOTH 315 P. C.A.
KINGKUPCANDIESJNC.
5c
Hershey, Pa.
- 10c • 25c ITEMS
W. C. PRINGLE,
Sales Mgr.
Packer's of America's finest quality porl( products.
54 The MODERN THEATRE SECTION

1
"^kaat^e MamteHXiHce
p
. , Questions
and Answers^
This regular Modern Theatre feature is conducted by Dave E. Smollcy, eontributor to many
important magazines on mointenance ond editor ot Better Maintenance Magazine. Questions from
exhibitors are welcomed. Address them to Theatre Maintenance, The Modern Theatre, 825 Von
Brunt Blvd., Kansas City 24, Mo. Enclose stamped, self-addressed envelope for personal reply
MILDEW IN CARPET
Because of flood coiiditions some
months ago, our carpeting got quite ivet
and now is mildeicing in places. Besides
creating a foul odor in the theatre it joill
no doubt catLse the carpet to rot out. Is
there anything we ca7i do without removing
the carpeting?
p. First shampoo the rug with a regular
shampoo. After which spray it with a
solution made of one ounce formaldehyde
to a gallon of water. The odor or gas of
the formaldehyde is offensive but should
not last long. Ti-y using it several hours
before show time and ventilate the best
you can. The formaldehyde will kill the
fungus which causes the mildew. Electric
fans or electric blowers, directed on the
wet carpet, will hasten the drying and
the dissipation of the formaldehyde gas.
p
LIPSTICK ON WASHROOM WALLS
/ enjoy your page in BOXOFFICE and
now I have a problem. In our small theatre
the washroom walls are covered loith Masonite
and the big problem is lipstick
smearing. Is there anything that can be
used to remove lipstick from Masonite?
H We believe you will have no trouble removing
the lipstick from your Masonite
walls with fine steel wool and soap suds.
In fact, the well known "SOS" pads
properly wetted, should serve very well.
If the stain has penetrated the Masonite
you may have to use an oxalic acid bleacn.
mixing one part of the acid with two pans
of whiting. Make a paste with water and
plaster over the stain. Hydrogen peroxide
may also serve. By waxing the walls much
of such defacement can be prevented az
lipstick does not adhere well to a waxed
•surface. Before palnlinn the wall all vra*
mu.st be removed.
p
POLISHING OLD BRASS
We have ;!(.si leased a theatre in which
the brass rails have been neglected so long
that ordinary metal polish lias no effect
on thevi. We hesitate to use steel wool for
fear of damaging the finish. Have you
anything to recommend?
JEL We suggest you try a mixture of aceti;;
acid, 6 per cent solution, in water to
which add as much common salt as the
solution will dissolve. If the acetic acid is
not readily available, dissolve the salt in
vinegar. Rub on the brass with a soft cloth.
If this method fails, try one to two per cent
nitric acid in water, using rubber gloves
and exercising caution in handling the
acid as it may cause a bad burn on the skin.
Soda is the remedy for an acid burn.
p
REMEDY FOR COLD FLOOR
Our greatest problem during the winter
is cold floors. Regardless of how much
we heat our auditorium, our customers
complain about cold feet. Is mere any
remedy for this problem?
n First, check for drafts which may ijt
cutting across the floor. Where ceilings
are high, as in a theatre, most of the heai
Continued on page 57
Whether Your Concession is Grossing «p5/UU0 or $10 5/000 a Year..
fOf
S»I10WICHES
'
r|^0r9^^Oj
t-'^r-'X-'V ''ft'
the
There's a Monley
See the SERV-O-RAMIC Junior
and Senior Models at
International Trade Show, New York Coliseui
Sept. 20-24. Booth Nos. 717, 719, 721, 723.
MANLEY, INC
1920 Wyandotte St.
Kansas City 8, Mo.
'
In New York
630 Ninth Ave.
to Fit Your Operation!
Just Read What Satisfied Users Say About
Their
SERV-O-RAMIC Operation!
"Raised our percentage of concession sales to net boxoffice by 7%
during the first few weeks after school opened. Normally concession
sales decline as many points during this some period."
"Cut maximum number of employees in the snack bar on big nights
from 14 to 8."
"Cut minimum number of employees on slow nights from 6 to 3."
BOXOFFICE :: September 15, 1956 55

Expansion of Annual Sales
Foreseen in Affiliation
Of Vending Machine Firms
f. F. Pierson
A-ssets of the Vendoilator
Manufactur-
Co.. Fresno. Calif.,
iiiK
will be acquired by
the Vendo Co., Kansas
City, Mo., in a
tian.saction effected
b.v an exchange of
common stock. As a
result of the extliange.
Vendo shareholders
will gain ma-
.iority control of both
companies. Sales of the two firms are expected
to increase to $40,000,000 annually
as a result of the new affiliation.
"The action will provide additional facilities
and personnel needed for the
rapidly cxpandinR product lines of both
companies." said E. F. Pierson. chairman
of the board at Vendo. "It will permit
more effective research activities through
the combination of facilities and elimination
of duplicating efforts."
Pierson also said tliat no change in the
operating or sales policies of the two companies
will result from the transaction.
This means that Vendorlator will continue
to manufacture vendors for all soft drink
bottlers, central system air conditioning
equipment and aircraft parts. Vendo will
continue producing vending equipment for
the bottlers of Coca-Cola, automatic milk
and ice cream machines, a cookie machine,
and its new machines for vending hot
soups and both hot and chilled "main
dish" foods.
Vendo was founded in 1937 by E. F. and
Joliii T. Pierson, brothers, who started with
a patent for a bottled soft drink vendor,
seven employes and only a few square feet
of leased space. Vendorlator was founded
a year later and had an equally modest
start. Today each firm employs 1.200 persons
and Vendo's home plant occupies
400.000 square feet, while the Vendorlator
Piesno plant occupies 250.000 square feet
of operating space. Vendo also has an affiliated
plant in Mexico.
Vendo's common shares are traded over
the counter. It became a publicly owned
corporation last fall. At that time, 174,540
common shares were offered for sale. An 8
per cent dividend was declared recently.
Point-of- Purchase
Promotions
To Step Up Candy Sales
See
SODAMASTER
Booth 713
FOR COOL DRINKS, SERVED
FASTER WITH AMAZING
SODAMASTER
The good old summer time is also the
Kood old profit time from cool, thirst quenching
drinks . . . which you can serve easier
and faster with a Sodamaster Beverage Dispensing
System.
"'infrrnLHnn«V'"T/^r4.'"?h«'^' ^«sz>r because you eliminate the costly.
Internotional I rode dhow
, , , , . , /. i. j,- t_ ixi
back-breaking chore of handling bottles in
and out of coolers, storing empties. A compact
Sodamaster gives you operating room. And the drink comes out
sparkling clear with just a flick of a finger ... no effort at all.
Faster because a quality, refreshing beverage can be served in five
seconds or less with a Sodamaster. No need to spend time uncorking bottles
and then putting the empties away.
With a Sodamaster you can give one or a roomful of customers almost
instant service. No "walk aways." There's a variety of flavors at your
finger tips. Each drink is "engineered" for just the right proportions of
syrup and soda water, \\ith the proper degree of coldness, first drink or last.
Profits
are higher with Sodamaster. with savings as high as 65 per cent
on bottled flavors and 96 per cent on club soda. You pay for a Sodamaster
unit out of extra profits.
Sodamaster Systems are available in completely self-contained, refrigerated.
Single Cabinet Models, or stowaway versions may be installed
remotely with only faucets in the service area.
r MAIL THIS COUPON TODAY
Pleose send me full fa the nSodaitor
faucet, O '00-
master, Q Mix-M
gol.-per-hour Supi harger Carbonotors.
Address
Nome..
West Coast Plant: 16028 S. Morquordt Ave., P.O. Box U2, Norwalk, Calif.
In Canada: General Equipment Corp., Ltd., Toronto, Ont.
A special Halloween point-of-purchase
promotion of two best-selling items of the
Switzer Licorice Co. line will highlight that
firm's campaign to boost sales to theatre
concessions patrons this fall. The point-ofpurchase
display unit will contain eyeappealing
packages of the six bar, takehome
pack and the ten-ounce, family-sized
bag of bite-size licorice. The six-bar pack
has been a Switzer sales leader for years
in chain store situations.
In addition to theatre Halloween sales
promotion, the Switzer campaign will push
Christmas sales with tailorized packs. Both
seasonal drives will be backed by Saturday
Evening Post ads, TV spots and radio
spots. A new type of eye-flash, quick
switch outdoor advertising will also be
used by the company.
An All-Time Sales
Record
Set by Beverage Company
Gallon sales of Coca-Cola set all-time
six months' sales records in both the U. S.
and world markets during the first six
months of 1956, according to William E.
Robinson, president of the Coca-Cola Co.
Consolidated net profit in the period was
$13,464,527, or $3.16 a share, compared to a
net profit of $12,518,807, or $2.93 a share,
for the opening six months of 1955. Stockholders
of record on September 14 will receive
a dividend of $1.00 a share on common
stock on October 1.
Joseph M. Collins, a member of the Coca-
Cola staff 27 years, has been elected a vicepresident.
John T. Lupton. vice-president
of the Central Shares Corp. and of Consolidated
Properties Corp., was elected to
the board of directors of the Coca-Cola Co.
Curbing and sidewalks should be checked
regularly to make sure they are clean and
free of trash.
56 The MODERN THEATRE SECTION

THEATRE MAINTENANCE
Continued from page 55
collects in the upper third or fourth of the
room. Electric fans directed up toward
the ceiling will force a lot of the warm air
down, creating a circulation which will
improve heating conditions. Before Duiming
a new theatre or before installing a
new floor, it would be well to investigate
radiant heating which consists of steam
pipes imbedded in the floor.
p
REMOVING OIL FROM TERRAZZO
• Recently one of our janitors saturated
a dust mop too heavily ivith an oil treatment
and it left quite a stain on a terrazzo
floor. We would appreciate it if you
could tell us lohat treatment is needed to
remove this stain.
H Apply a poultice of equal parts trisodium
phosphate (or sal soda) and
whiting. It should be made into paste form
with water and spread about one-half-inch
thick over the stain. Allow to dry and
scrape off, preferably with a wood paddle.
Another method is to apply a layer of cotton
batting soaked with hydrogen peroxide.
Over this lay another layer soaked
with ammonia. We might add that dust
mops used on terrazzo or marble should be
treated with a wax treatment, not oil.
p
SOURCE OF DRIPLESS PAINT
Would you please advise the manufacturer
or source of supply for the "dripless
paint" as recently described in your column.
H The new dripless paint, which comes in
being made and sold
jelly-like form, is
by several regular paint manufacturers
which have a license from the owner of the
patent, the T. F. Washburn Co., 2213 Lister
Ave.. Chicago. 111.
Hot dogs are a good profit item for the
concessions. The careful operator will find
that his food costs for a hot dog—wiener,
bun and relish—amounts to about 37 per
cent of the usual 20-cent sales price.
CRETORS 'Caliente'
Warmer
This smoothie has two 3-
cubic-ft. elevator wells, plus Cretors' _
exclusive "Flavor-Zone" warming system . . . Filtered, heated air
•
thermostatically controlled, is gently circulated through the popped
corn to keep it hot, fresh, crisp, and tasty, regardless of humidity.
. . . Sleek, streamlined appearance, curving glass, and over-thecounter
service. See your nearest Cretors distributor, or write for
complete details.
X^£
^^£^C3^^0
^ ^
Since 1885
Styled for Salts I Engimirid for Profits
- Popcorn Machines
SALES OFFICE: Crefors, Popcorn BIdg., Nashville, Tenn. • FACTORY: Chicago,
III. • Distributors Coast to Coast • IN CANADA: Super Puft't, Ltd., Toronto,
Theatre Confections, Ltd., Toronto • Service Confections, Ltd., Winnipeg
The NEW Patented SPEED-SCOOP
If. Scoop and pour a
bagful of popcorn in one single easy mofion.
Made of lighf, stoinless oluminum. Cool hardwood
handle. Perfectly balanced for maximum
efficiency and speed. Only $2.50 at your Theatre
Supply or Popcorn Supply Dealer.
SPEED-SCOOP
109 Thornton Av Francisco 24, Calif.
MADE IN CHOCOLATE TOWN
SINC€ J923
. . SO THEY MUST BE GOOD/
BOXOFFICE September 15, 1956 57

.
AT LAST...
The First
Soft Drink
Dispenser Specially
Designed for the
Concessionnaire
PERLICK
TOPPER
Enables the concessionaire to sell more drinks,
in faster time, with less help. Serves up to 22'2
gals, per hour!
I
if
• ALIVE WITH SELLING PUNCH
•FAST -FOR MASS SERVICE
• GIANT COLD DRINK MAKER
1. Custom-designed for modern self-service
drink
lines.
2. Fills mass demands and peak loads quickly,
without losing sales.
3. Stimulates soles by its attractive merchandising
appeal and "help-yourself" accessibility.
4. Dispenses 3 flavors, carbonated or noncarbonated.
5. Pressurized system. Refrigerated "Kwick-
Flo" faucets, with individual hand grips
and flexible foucet arms.
— plus illuminated eye level sign, 75 lb. ice
bank, all stainless steel finish, holds 36 caps up
t* 24 oz.
See us in Booth 419 -TESMA-TEDA-PCA
Write for Bulletin No. 82756
PERLICK BRASS CO.
3110 W. Meinecke Milwaukee 45, Wis.
58
Assistance in Constructing
Or Remodeling Concessions
Available to
Drive-Ins
Unvf-in Iht-atif ovvnfi'.s. who arc planning;
to build or icmodel their refreshment
facilities, are invited to contact the Savon
Co.. Paterson, N. J., for designing, equipping
or supplying their concessions center,
reports Irving Rosenblooin, president.
The company offers a highly specialized
service as consultant in the layout of drivein
refreshment buildings and equipment.
In addition, the concern acts both as supplier
of foods and beverages and as manufacturers
and distributors of food-serving
equipment in the drive-in field exclusively.
Whether the refreshment setup be large or
small, Savon seeks to obtain the maximum
sales and profit per theatre patron, according
to Rosenbloom. Only equipment
and products that attain this objective are
used, which means that quality and efficiency
are given preference over mere price.
WORKS WITH CONCESSIONAIRES
Rosenbloom points out that Savon does
not operate any concessions, although it
works closely with concessionaires, and
recommends their employment by theatres.
Among Savon's clients are such concessionaire
chains as ABC Vending, Confection
Cabinet Corp., Smith Management Co..
Berlo Vending, Ti-i-State Theatres, Sportservice,
Inc., Drive-In Concessions of N. Y.
and many independents. The company al.so
the drive-in
acts as national distributor in
theatre field for Hotpoint, Scotsman ice
machines. Selmix dispensers, Toastmaster
and other widely known lines.
HELPED DESIGN EQUIPMENT
Starting in business seven years ago as
suppliers of candy, popcorn and other items
for theatres, the Savon Co. reflects the
rapid postwar drive-in theatre expansion
especially evident in the refreshment department.
Early to recognize the unique
demands of this market. Rosenbloom originated
the family-size pizza for drive-ins.
which has continued to prove a highly successful
item. Following this, he has worked
with various manufacturers on products
specifically designed for the high-speed
demands of the intermission rush. One of
these is a new full-size hot food dispenser
which will be displayed in actual operation
at Savon's display in the Popcorn & Concessions
Ass'n section of the International
Trade Show at the Coliseum in New York.
As a special inducement to visitors the
dispenser will be stocked with free food
for all comers.
Many theatre managers have been clinging
to the five-cent candy bar when they
could be selling ten-cent bars just as easily
—and at greater profit. When displayed
prominently and apart from the nickel
bars, the dime bars sell just as readily as
the lower-priced bars.
Give ice cream quality . . . make 7i on
10(f sales. Cash in on the demand for
delicious soft-served cones, shakes.
Serve a 10

1 70mm)
NEW LAMP INCREASES SCREEN LIGHT 40 PER CENT
Carbon Consumption and Total Power From Mains Remain Very Low
By CLARENCE S. ASHCRAFT*
The greatest technical need of the
motion picture industry today is adequate
improvement of screen illumination. This
fact is fully realized by all. it has been
repeated time after time by many writers
in our national trade publications.
A common sense approach to this serious
problem has been made by our company.
As a result, a higher level of over-all screen
brightness has been attained than has
heretofore been possible with any of our
previous projection lamps. Realizing that
increased illuminating power is accompanied
by higher film temperatures, means
of heat control were essential in order to
project to the screen the maximum of
usable light without focus-ruining film
buckle.
AN ECONOMIC PROBLEM
Another problem, entirely economic but
nevertheless of great importance, was that
of increasing screen luminance without
materially increasing operating expense.
To achieve these goals, a simple modification
of any of our projection lamps was
not practical, due to the many problems involved.
We designed an entirely new projection
lamp, a new-type power source
closely coordinated with the requirements
of the light source, and a new water-circulating
heat transfer device for contact
heat elimination.
Since the actual practical value of any
new equipment is proved only after its
successful use in actual operation, we have
delayed publication of this article regarding
Super Cinex until its value to the exhibitor
was thoroughly established beyond
question in all three categories for which
it was designed—for 35mm projection in
large indoor theatres, for 35mm projection
in very large drive-ins and for 70mm widefilm
presentation. In each case far more
light, better light distribution and color
The Super Cinex lomphouse, showing external view
of high velocity blower system and exhaust duct.
quality was produced than was po.ssible
with any other type of equipment.
BASIC DESIGN OF A HIGH-POWER
REFLECTOR ARC
More than two years ago our company
was approached regarding the possibility
of de.signing a reflector lamp for widefilm
projection. The projected light
from such a lamp must equal or exceed the
light output—light distribution and color
quality of a special condenser-type lamp
that was being used at that time, this lamp
having been modified for 280 to 300 ampere
operation, using very expensive high brightness
carbons. It was apparently realized
that such a light source was entirely impractical
for daily theatre operations for
obvious reasons.
We. at our own expense, began the design
of an entirely new highpowered projection
arc for such a purpose. Preliminary
studies indicated that the lamp housing
should be capable of withstanding temperatures
created by a 200 ampere arc and
should have incorporated a high velocity
air circulation to dissipate the heat from
such an arc, and some method for thoroughly
protecting the glass reflector from
damage was essential. The problem of
thoroughly cooling the silver contact jaws
which transmitted the 200 amperes to the
rotating 13.6mm carbon was also of great
importance.
LAMP MUST BE NONCRITICAL
Such a lamp as was required could not,
of course, be a laboratory experiment but
must be capable of daily hard grind, longhour
operation in the theatre, with no bugs,
and a lamp which would operate without
the projectionist's continual attention—in
fact, the lamp must be self-regulating and
not critical.
The first prototype of this new highpowered
arc lamp, then known as the
"Cinex 170" was completed and exhibited
at the TESMA convention in November
1954 at the Conrad Hilton Hotel in Chicago.
Into this lamp were incorporated many new
features never before used in theatre projection
lamps, for instance—the reflector
diameter was increased to 18 inches with
accompanying higher optical speed of f 1.7.
All lamps at that time were limited to f/1.9.
16 inches to 16 'i inches diameter.
We built into the lamp a complete high
velocity air circulation system with injection
and exhaust blowers, the forced air
passing through ducts which formed double
walls for the lamp housing maintained
the entire structure at a low temperature
even under the unusual heat conditions
created by the high current arc. An air
stream was forced over the surface of the
•President, C. S. Ashcraft Manufacturing Co.
reflector to minimize damage from the arc
lieat. Into that lamp was also incorporated
the principle of direct water-cooling of the
hollow silver carbon contacts.
Although the Cinex lamp of that time
was displayed with a 13.6mm positive carbon,
its use at the higher currents required
was not encouraged for the rea.son
that we had not fully determined, at that
time, under what conditions the full benefit
of its use would be attained or whether
certain detrimental effects to projectors,
film and lenses might ensue. In fact, a
year's further study was necessary before
it was actually placed in theatre service
and two years before we determined the
exact conditions under which its optimum
operation could be reahzed in the drive-in
theatre.
TO BE USED WITH 70MM FILM
Finally, further study was also necessary
for determination of conditions for its
satisfactory use for 70mm film projection
a use for which no reflector arc had ever
been employed but ironically, the purpose
for which the lamp was originally designed.
The years spent on this study were years
well spent, for not only have the first installations
of Super Cinex now been completed
in large indoor theatres, in enormous
drive-in theatres and in theatres using
70mm widefilm, but each installation has
been most successful, even exceeding the
exhibitor's expectations.
By delaying its introduction we have
been able to analyze and evaluate every
phase of the many problems involved. We
are now in a position to predetermine the
light which should be projected to various
Continued on following page
Internal view, cover removed from blower compartment,
showing (front) injection blower (center^
drive motor (rear) exhaust blower.
BOXOFFICE September 15, 1956 59

HiLUJC
ANAMORPHIC
PROJECTION/ IB/2£Q/
Comparison lesfs in famous theaters throughout
the world have proven HIlux Anamorphic
Projection Lenses vastly superior. Precision
designee! and built, they have optimum optical
correction for color, definition and distortion.
You owe it to your audiences to use
Hilux Anamorphics for ALL prints.
LAMP INCREASES SCREEN LIGHT
Continued Irom preceding page
sizes of screen.s— if the liRht does not
reach the screen there is a reason. We now
are In a position to make recommendations
for correcting conditions which mi^ht prevent
realization of the full benefits of
the light actually produced by the Super
Cinex lamp.
We have also determined the exact temperature
of the liRht beam under all conditions
and are able to maintain it at a
safe low level for film. pro.iector and lens
protection.
DESIGNED MULTIPHASE RECTIFIER
By designing a power supply, the multiphase
rectifier, particularly adapted for
operation of the Super Cinex lamps, we
can clo.sely estimate the carbon and power
consumption and current supply to the
Super Cinex 12-phase rectifier.
An omozingly precise vor/ob/e anomorphic that gives
non-vignetting performance with bofh 4" (101.6mm)
and 2"/ji" {70.6mm) diameter prime lenses.
Complete
control up to 2X without shifting lens or projector.
A high quality 2X /ixed anamorphic for oil projection
lenses up to 2"/32" (70.6mm) with a 64mm free rear
operture for maximum non-vignetting light transmission.
A 1.5X to 2.0X variable anamorphic for all standard
2^^Ai" {70.6mm) projection lenses. 64mm free rear
aperture assures maximum tight with no vignetting.
Hilux 264 and 152 ore available with either fixed or
vor/ob/e corrector lenses. For catalog sheets and focal
length computer, write Dept. 6-66.
SEE US AT TESMA
BOOTHS 65

many excellent features and only one wnicn
is detrimental. The reflector arc is unlimited
in its possibilities. An extremely
high screen brilliancy is attained at comparatively
low arc currents and moderate
carbon consumption. For these reasons the
reflector arc has virtually .supplanted the
condenser type in drive-in theatres where
the light limitations of the condenser lamp
are entirely inadequate even at the maximum
current, 180-185 amps.
The lower power requirements of the
reflector arc make possible its use with
highly efficient rectifiers whereas the highcurrent
condenser lamp is invariably supplied
with current from huge motor generators
in combination with power-wasting
ballast resistors.
LIMITED LIGHT DISTRIBUTION
The one deficiency we have experienced
heretofore in the reflector arc is that we
have been unable to distribute the light as
evenly over the film area and the screen
surface as was possible with the condenser
type lamp; in other words, the reflector
arcs of the past have had limited light distribution
whereas the condenser lamp has
limited illuminating power. However, it
has been much better for drive-in theatres
to have a bright center light, fading off
on the sides and corners than a poor light
over the entire screen surface.
The ideal light source, obviously, is one
having the potential brilliancy of the reflector
arc, only to a higher degree, combined
with excellent light distribution, and
one in which the carbon cost and power
consumption is not increased materially
over that of the 11mm projection lamp.
This we have accomplished in the Super
Cinex light projecting system to a high
degree—more light—excellent distribution
and low operating expense. The mere conversion
of an ordinary lamp for use with
larger carbons is inadequate. In that case
the results might be quite disappointing.
A combination of a much higher bril-
Continued on following page

!
LAMP INCREASES SCREEN LIGHT
Continued from preceding page
liancy of the light projected to the film,
properly controlled, ft larRer light source
properly condensed on the aperture area
by a correctly designed optical system are
all factors essential to the results attained
by Super Cinex. To produce these results
it is also essential that the increased heat
within the lamphouse be immediately dissipated
by forced air injection and exhaust.
Convection ventilation is no longer acceptable
or possible.
In the past, before the high velocity air
injection and exhaust system now employed
on our Cinex and Super Cinex lamp was
built into the lamphouse. it was left to the
theatre to provide suction to the lamphouse
stack. Either excessive or insufficient draft
was the result, causing, in some cases, arc
turbulence or overheating, in others, resulting
in reflector breakage and accumulation
of smoke deposit on the reflectors.
Since the Super Cinex lamp employs up to
165 amperes maximum and 145-150 normally,
the built-in air circulation and exhaust
system was designed for a 200-ampere
arc. but the air flow and exhaust is
carefully balanced to prevent any possibility
of arc turbulence, and the heat and
smoke is removed as rapidly as generated.
750 linear feet of air is passed over the correct
position of the reflector, acting as a
thin, invisible protective sheet only 1 Inch
in thickness but .several inches in width,
not only maintaining a uniform heating
of the reflector surface but no .smoke or
pitting particles from the arc can reach
the reflector to decrease its efficiency.
iThis is why after 11 months of 15-hoursa-day
operation at 150 amperes, reflectors
are unbroken and show no deterioration.)
The exhaust is designed for a velocity of
2.000 linear feet a minute through a S'a-
9MM-85AMP I0MM-95AMR IIMM I24AIVIP.
1956
*"
13.6 SUPER CINEX
140-165 AMR
UNDESIRABLE RED
SHELL LIGHT
FILM COVERING
LIGHT
MOST DESIRABLE
PURE WHITE LIGHT
A diagram to illustrate the Super Cinex method
of light increase and distribution improvement, and
how it compares to screen light achieved in former
years. There is no hot spot in the center.
inch tube directly over the arc. The lamphouse
even at maximum power remains
cool.
SUPER CINEX METHOD OF LIGHT INCREASE
AND DISTRIBUTION IMPROVEAAENT
In the accompanying illustration are
shown three rectangles representing the
film frame or aperture. Superimposed on
these rectangles is the magnified image of
the carbon craters of the 9. 10 and 11mm
carbons.
lai The shaded areas indicate the useless
and undesirable red carbon shell light.
ibi The image of the light producing carbon
core.
I
c The I
center core light—the whitest and
brightest light-producing part of the
carbon crater.
Note how by increasing carbon diameter
and arc current the red shell is moved out
of the film area, producing a whiter light.
Note the expanding most desirable center
core light gradually covering more of the
film area on the 10 and 11mm carbon crater
images; but never entirely covering the
entire film.
The diagram at the bottom illustrates
the Super Cinex carbon crater image where
nothing but the best of the core light covers
the film area. The entire core light is
much larger than the aperture, resulting in
a uniform screen light—noncritical arc.
with no opportunity of the red shell light
entering the film area. There is no hot
Even your fussie.st patrons will
enjoy the show more ... if the
seats in your theater are cushioned
with Restfoam foam
rubber.
That means they'll come
back more often. For Restfoam
has plenty of box-office appeal.
Gives greater comfort!
Cool and clean!
Keeps its shape
Cuts upkeep costs !
FOAM PRODUCTS DIVISION
HEWITT-ROBINS INCORPORATED
Executive OfFices: Stamford, Connecticut
62 The MODERN THEATRE SECTION

Maximum Illumination — Corresponding Light
Distribution
With arc adjusted relative to reflector to produce maximum certter light the following light distribution
is indicated.
Burn Rate Light
Pos. Carbon Current Light Per Hour Dist.
18" t/ 1.7 Reflector 11mm Std. 125 Amp. 32000 22" 54''o
Super Cincx t/1.6 13.6mm Std. 160-165 Amp. 49500 17" 70''o
Identical aperture— no shutter filter. Film lenses matching lamp optical speeds.
Cond. f/2.0 13.6mm Speciol 175-185 Amp. 30000 24"-30" 70%
Approximate Burning Rate^ Power and Operating Expense

M: ^
""^lIRi^
!>
^
!
Ori«.(, THEATRE
This IS the roadside view o( the completely oir conditioned (Carrier) concessions
and projection building of the Twin Pines Dnve-ln Theatre, Longview, Tex.
Note the extensive plantings along the brick wall which are port of an over-
all landscaping program. The wide area between the entrance posts neor
the attraction board and the inner brick wall provides for a large number of
holdout cars. The curtains are in the owner's attractive office.
'^^'T"
DE LUXE DRIVE-IN
Special Patron Services Include
Nursery With Registered Nurse
The concessions building from inside the theatre. Patio seating in front of
the snack bar accommodates 350 patrons. The projection booth above is RCAequipped,
and the in-car speakers are also RCA.
The Twin Pines Drive-In Theatre, recently opened
in Longview. Tex., provides this town of 25,000 persons with
a tiuly de luxe outdoor "home of family entertainment."
The completely air-conditioned concessions and projection
building includes an attractively furnished nursery for babies
and small children, with a registered nurse on duty at all
times the theatre is open. The ten-acre theatre is enclosed
with ranch brick and cyclone fencing, and elaborate displays
of all types of flowers and shrubbery are valued at over
$2,000. A year-around contract provides for blooming
flowers during all seasons. These include azaleas, gardenias
and crepe myrtle.
Jimmy L. Wyche. 23. owner of the theatre, says "I chose
Longview for the location of the drive-in theatre because
I felt this to be the most progressive town in the most
progressive section of Texas."
Wyche designed the Twin Pines himself.
This view, token from the snack bar, looks across the patio seating and the
ramps to the 45x90-foot screen mounted on a steel tower. Ramps are block-
topped and there are numbered ramp lights and numbered two-way aisle lighting.
The theatre is enclosed by ranch brick and cyclone fencing.

^
Proof that the Twin Pines was built
tor the family is this attractive airconditioned
nursery, which certainly
must be one of the most completely
equipped in the country. Cotton
bolls are provided in the jar at the
left of the diaper-changing table,
and cotton swabs and baby powder
at the right. Sterile gauze pads
ore in the box above the chair at
the right and poper tissues above.
There is also a bottle warmer on
itself. is a shelf by The floor vinyl
tile and furniture is wrought iron
and plastic.
THEATRE SERVES PATRONS IN A TOWN OF 25,000
The cafeteria-style concessions at
the Twin Pines employs eight persons.
Counters are Formica-topped
and upholstered in green. Each of
the two concessions lines contains
identical equipment so thot there
need be no waiting for food from
a central cooker. A large Cretors
popcorn machine keeps warmers in
each line supplied. A special feature
of the concessions is
the shortorder
kitchen seen at the right
where chicken, French fries, shrimp,
hamburgers, barbecue sandwiches,
etc., may be purchased. There is
also Hole-In-One doughnut machine
in a corner by itself which
accounts for a large percentage of
sales. Other equipment includes
Coca-Cola premix dispensers. Dr.
Pepper and Orange-CRUSH dispensers,
Stormoster deep fryers ond
Minut-Bun barbecue machines. The
concessions floor is covered with
pink vinyl
tile.
The entrance lanes to the Twin Pines, seen from within the theatre, are topped The playground in front of the screen offers children swings, slides and tilt-awith
a canopy which is on integral port of the concessions building. Planter whirls for their pleasure before showtime. It was furnished by Miracle Equipment
boxes on each side of the lanes display green plants and flowers. Co. Seen in the foreground are part of the extensive plantings in the theatre.

RESEARCH IN
NEW LABORATORIES
AIMED AT BETTER CARBON ARCS
Brighter carbon arcs and electrodes,
that will stand up to higher currents and
temperatures, are expected to be developed
for the motion picture industry as the
result of projects being carried on at the
new Parma. Ohio, research laboratories of
National Carbon Co.. a division of Union
Carbide and Carbon Corp. The brighter
arcs and more efficient electrodes are expected
to be products of research based
on a new "particle" theory which scientists
at the laboratory have advanced to account
for the super-bright hght produced by high
intensity carbons.
LIGHT THROUGH TINY OPENING
The entire illumination for the theatre's
large screen comes through an opening no
larger than a postage stamp and is supphed
by a carbon arc. an enormously bright
and continuous "spark" between two carbon
electrodes.
Dr. C. E. Larson, vice-president in
charge of research for National Carbon
Co.. explains that the operation of the carbon
arc can be understood by drawing a
comparison with the common trick of using
a magnifying glass to focus radiation from
the sun on a sheet of paper, so that the
concentrated rays burn a hole in the sheet.
A special furnace concentrates carbon-arc
rays in a similar fashion. It produces a
brightness intensity roughly equivalent to
that of the sun's surface, in a region no
larger than the head of a pin.
Although the high intensity arc was developed
about forty years ago. Dr. Larson
continues, one all-important question has
not yet been answered satisfactorily: Where
does the super-bright light come from?
THEORY IS MODIFIED
The highly concentrated energy of the
arc makes a crater or pit in the end of
the positive electrode, and at one time it
was thought that the brilliant light comes
from atomic processes in this crater cavity
backed up by the glowing incandescent
crater floor. But this theory has been radically
modified by Parma researchers, and
what is now believed to happen is something
far more complicated. Dr. Larson's
explanation follows:
"Powerful electrical currents heat the
crater region to temperatures of 10.000
to 12.000° F., roughly the temperature of
the sun's surface. Part of the material at
the floor of the crater vaporizes into tiny
particles of the order of a millionth of
an inch in diameter. These particles, probably
in the form of white hot liquid droplets,
stream out into the crater and on into
the space between the carbon electrodes of
the arc to form a long, luminous tail flame
or 'comet tail.' Smaller particles, of
atomic or molecular dimensions, also contribute
something to the light, but are not
the major source," the vice-president said.
As part of the research program, the
Parma laboratory includes a specially designed
auditorium. The conventional small
auditorium is usually wide and short, and
seats are arranged in curved rows. The
The carbon arc at
right /s so bright
that, by comparison,
it casts a strong
shadow of a brilliant
200-watt filament
lamp used in movie
projectors. Tempera
tare of the arc may
approach 12,000' F.,
the temperature al
the sun's surface. Research
at the new
Parma, Ohio, laboratories
of National
Carbon Co. is directed
at developing
even better arc
carbons for the motion
picture industry,
especially in view of
the greater amounts
of light required by
recently
developed
widescreen projection
Parma auditorium, however, is long and
narrow—so that light may be projected 100
feet onto a large screen. This arrangement
makes it possible to achieve the general
sort of projection conditions found
in neighborhood theatres and, if necessary,
to conduct studies of Cinerama-type widescreens.
The design of the auditorium's projection
booth is the result of considerable experience
and planning. It includes three
openings for projectors, so-called "projection
ports": one for 16mm film, one
for 35mm film, and a spotlight-arc unit
i
hometype
for slides. In the booth are two outlets,
500-ampere circuits, to supply power for
standard and experimental arcs
outlets provide about 30 amperes);
buttons to raise or lower the screen by automatic
remote control: and a control panel
for a rack of photocells or "electric eyes"
to measure brightness distribution over
the surface of the screen.
Carbon arcs represent modern applications
of a principle discovered in an English
laboratory more than 150 years ago.
The carbon arc awaited the development
of large-scale sources of electric power, and
the first commercial arc light was displayed
in Cleveland's public square in the summer
of 1876. Today's commercial arc
lights produce brightness intensities of
from 350 to 1.200 candles per square millimeter
( a standard electric lamp produces at
its frosted-glass surface about a sixth of
uni' candlepower per square millimeter >.
A six-foot searchlight on the top of the
Palmolive building in Chicago is one of the
most publicized of all carbon arc applications.
It would take 100.000 candles to
furnish the light of the arc. The Chicago
beacon, for all its 100.000-candlepower output,
is by no means the best that a carbon
arc can do. National Carbon investigators
have designed and tested arcs with outputs
as high as 1.250,000 candles. For comparison,
the sort of frosted bulb used in
living room lamps provides about 100 candles
of illumination. That means arcs can
yield more light than would be furnished
by 12,500 electric lamps.
National Carbon's new Parma laboratory
designed primarily for basic research in
is
chemical and solid state physics and will
be dedicated September 18. It brings to
seven the number of major research centers
operated by divisions of Union Carbide and
Carbon Corp., which in 1955 spent approximately
$43 million on research.
Cup Manufacturer Expands
Warehouse space at the Dixie Cup Co.
plant at Darlington, S. C, will be increased
50.000 square feet by an addition now under
construction. This addition, second to be
made this year at the Darlington plant,
will permit the company to store its products
entirely in its own buildings. The current
expansion is the sixth addition made
to the Darlington plant since it began
operation in 1938. The expansion is also a
step in the company's program to improve
service to its Southeastern distributors.
S.O.S. Cinema Supply Corp. has been appointed
by the Stancil-Hoffman Corp. as
distributor for the west coast firm's synchronous
magnetic recorders. The Stancil-
Hoffman line includes the recently developed
S6D model, a compact, portable recorder
equipped with transistor printed
circuit amplifiers.
66 The MODERN THEATRE SECTION

iSlOLSlMMOnE:
IN-CAR HFATFRS
. PROFIT >
PICTURE!
INDOOR COMFORT FOR OUTDOOR THEATRES! COMPLETELY SAFE!
Among the many drive-in theatres to benefit from installing
Electromode In-Car Heaters, is Meadows Drive-In of Hartford,
Connecticut. Now cozy, in-car warmth, in defiance of cold, blustery
New England breezes, enables the theatre to stay open during
any season. And year 'round operation means year 'round
profits!
•k Mounts on speaker post and is easily accessible.
•k Has heat-resistant, easy-to-grip handle and extra
long, heavily insulated coiled extension cord.
"k May be placed on dashboard, floor, or any horizontal
surface.
•k Fills car with clean, fan-circulated electric heal.
No dangerous fumes.
NOW is the time to install Electromode In-Car Heaters in your Drivein.
Keep your investment producing, your equipment working!
Eliminate the problem of closing, re-opening, and re-sta£Sng each
•k
Has totally enclosed heating element. Posifivefy
no glowing wires. Weather proofed and grounded
system. No danger of fire, shock or bum!
season! Keep the family in the habit of coming to your theatre!
•k Quiet Operation. No interference with speaker.
etiCTROMODe -
HeAURS
Just the right height and
weight for taking into car.
May be handled by adults and
children with complete safety.
iaCTROMOV£
DiviiioH 01
(OMMERCIAl CONTROIS CORPORATION
. . . write, phone or wire . . .
DEPT.
BO-96
45 CROUCH STREET
ROCHESTER 3, N.Y.
BOXOFFICE September 15. 1956 67

^
Boost Drive-ln Profits With
Allan Herschell Kiddie Rides
h
ip,m'^^s^
VSntc tor A. H, s new .:v
book: "Kiddielonds— ::¥
a Business with a ^
Future," $3. Tells i
how to build end operate
a kiddieland
successfully.
i
\liiir and iniiir drive-in theatres are
iiiitallinn separate kiddielands In increase
llu'ir profits. Same fine locatiun
. . . same parl

FOR MORE INFORMATION
USE THE FREE RETURN CARD COLD WEATHER
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 olphobetical 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.
* Squirrel Cage Forced Air Heot to insure adequate
circulotion.
ALPHABETICAL INDEX OF ADVERTISERS' KEY NUMBERS
kdlcr StIhoueHe Letter Co 79c
^mericon Seating Co 27o
Vpco, Inc 52a
:. S. Ashcroft Mfg. Co 4a, So
lollontyne Co 75a
9ausch & Lomb Optical Co 16a
»omton Bcrmon Assoclotos 12a
idgor S. Bowman 1 2e
Surge Ice Machine Co 68b
:all Products Co 61b
Zonodo Dry Ginger Ale, Inc 44o, 4Sa
Zorbonic Dispenser, Inc 56a
Torbons, Inc 22a
.. E. Carpenter 81a
I. R. Cloncy, Inc 83a
^oco-Colo Co 2a
Iretors Corp S7a
}ixle Cup Co 43a
>oc Foige & Assoc 83c
)rive-ln Theoire Mfg. Co 70a
Vrthur H. DuGrenier, Inc 42a
PRAD
69b
:conomizer Enterprises 12b
Ueclric-Aire Engineering Corp 79b
ilecliomode Division, CCC 67a
>HR Enterprises 47a
General Register Corp 84a
lorwold Co 26a
Henry Helde, Inc 51a
Vllon Herschell Co 68a
Hershey Chocolote Co 49a
Hewitt-Robins, Inc 62a
Heyer-Shultz, Inc 22b
Heywood. Wakefield Co
80b
Hollywood Brands, Inc 58c
Hollywood Servemoster Co 48a
nleinolionol Projector Corp 6a
ntemollonal Scot Corp 3a
rwin Seating Co 24a
'•rroid Electronics 1 8a

—
Boost Drive-ln Profits
Wr.to tor A. H.'s new
book; "Kiddielands
o Business with o
Future," $3. Tells
how to build and operate
a kiddieland
successfully.
Allan Herschc
J:
ALLAN HERS
NORTH TONAWA
Iforhl'.s
Largest Mimu
Here is the answer to
ALL-WINTER PROFITS!
When You Close This Fall ... Put Your
Idle Property to Profitable Use
Ice Skating is America's most popular winter sport.
You have the spot— the concessions.
All that is necessary for a profitable winter season
is to be ready to install an 80 ft. x 100 ft. portable,
low mojntenance rink, when you close.
GET THE FACTS
WE DO ENGINEER!
Write for details
or outline
BURGE ICE MA(
your needs.
DEPT. M., 654
CONDENSED INDEX OF PRODUCTS
ADMISSION CONTROL SYSTEM,
DRIVE-INS
Gtncral Rcgiilcr Corp 84a
KHill Slo«.il Co., Inc 69c
...12c
ARCHITECT
Sjmson Berman 12a
ATTRACTION BOARDS AND
LETTERS
Aditr Si.houelle Lttttr Co.... 79c
Wagner Sign So vice 82a
BARBECUED SANDWICHES
Ham & Product!
Smithlield
Co., Inc SOa
CANDY
Henry Heide, Inc 51a
Hershey Chocolate Co 49a
Hollywood Brands, Inc 58c
King Kup Caudies, Inc S

other exhibitors and the men in the booth.
Would it be possible to construct a demagnetizer
which would circumvent the
eiitire mechanism and do a complete demagnetizing
job rvithout having to take
each part individually? If not, will only
the parts that come in direct contact need
treatment? Your help appreciated.— Bob
Damm, Damm Theatre. Osgood, hid.
In Modern Theatre, Jan. 7, 1956.
page 41, you will find complete data on
how to build demagnetizing tools as used
by the writer and other engineers in the
field. Too, in this article you will find information
on testing for any part which
you may think is magnetized. We think
the instructions are pretty complete and
understandable. There is no way to circumvent,
as you put it, and demagnetize the
entire mechanism. Each part must be
treated individually, as instructed. Only
the parts that come in contact with the
film need to be demagnetized and, as
stated in the article, this needs to be done
only every two or three months, and the
time can be extended longer if you have
not worked on any part with a tool that
has not been demagnetized.
We now have several installations, using
good lenses, short throw, and a reflective
type screen, securing an excellent picture
with low intensity lamps (arcsi. With low
intensity lamps, two very important
things should be kept in mind: Keep the
lenses clean, reflectors clean and the
metallic screen free of dust accumulation
at all times.
New Magnetic Test
Film
Available From SMPTE
Availability of a 16mm magnetic multifrequency
test film from the Society of
Motion Picture and Television Engineers
has been announced by Axel G. Jensen,
engineering vice-president. The film may
be ordered from the organization's headquarters
at 55 West 42nd St., New York 36,
N. Y.
The film covers frequencies from 50
through 7,000 cycles per second, and Jensen
said that it provides a standard for measuring
and adjusting electrical characteristics
of magnetic sound systems for motion
pictures and television. Domestic standardization
was achieved by defining the
location of the magnetic track and the
lead distance between picture and accompanying
sound, and by developing a 400-
cycle signal level test film, which provides
an absolute amplification reference, an
azimuth test film which makes exact projector
magnetic head adjustment and the
new multifrequency film.
The film completes the series of standards
and standardized test methods developed
by SMPTE for the motion picture
and television industries as a foundation
on which to build 16mm magnetic sound of
high professional quality.
DON'T LET COLD WEATHER
STOP YOUR
WINTER
PROFITS
HERE'S
WHY THERMOLATOR
INKAR HEATERS BRING
PATRONS DURING
• Keeps Windows Dry.
COLDEST WEATHER
• Absolutely Safe— UL Approved.
• Smallest in Size and Weight.
Size: 5'/4x4'/4x4'/4". Weight 3 lbs., 6 oz.
THERMOLATOR
* Squirrel Cage Forced Air Heat to insure adequate
circulation.
CORPORATION
1628 Victory Blvd. Glendale, Calif.
• 400 or 500 Watts— 230, 208 or 115 Volts.
HEATERS AND WIRING
MAY BE LEASED
iirilMIJIIIIIIIlllllllllliiiiiiillllllllllirilJIIIIIIIIIIIIIIIIIIMIIIIIIIIIIIIIItlllllllllJIIIIIIIIIillllllllllllllllli:
I
NEW
EPRAD "HUM-DINGER" In-The-Car Speaker! I
• Rugged Fiberglas Case
• Attractive Molded-in Colors
• Fits Most Junction Boxes
• Smoll Size (6 3/4" x 4 5/16")
• IMMEDIATE DELIVERY
$Q95
See Your Independent Supply Dealer
SEE YOU AT BOOTH 36
IN NEW YORK
~ "The Voice of the Drive-In"
i 1206 CHERRY STREET TOLEDO 4, OHIO
=llllllllllllilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll=
ONE WAY (
IN ONLY ) CAR COUNTER AVAILABLE
K-HILL SIGNAL CO.,
NEW TYPE INSTALLATION
FITS ALL THEATRES
GIVES 100^ ACCURACY
On those busy nights you will accu-
«««#i •v'^-._^|^£ rately know how many cart are inside.
^ how much space Is available, tickets
sold.
etc.
Note tubes on each side of the ticket
office. "Twin" counter inside Boxoffice
accurately counts each driveway
separately. Two turnback to zero
counters and transformer are in one
locked housing. Connects to any
UOV outlet. Send for price and
comctete information, or order on
ten-day free trial today.
INC.-UHRICHSVILLE. OHIO
BOXOFFICE :
: September 15, 1956
69

Unusual Construction Features
In
New Screen Tower Built
The firit ot the galvanized
iron surface
sheets IS shown being
installed on the huge
wooden screen tower
To Withstand Windstorms
Out' of the larni'sl screen lowers in the
Montana region has been constructed at
the Sunset Drive-In at Havre after a midsummer
stjrm badly damaged the airer's
original tower. The new tj4.\90-foot lower
is made of wood, with galvanized iron sheet
surface plates covering a 45.\90-foot screen
area. E^il DonTigny. owner of the drivein.
said that 16.000 feet of lumber were
used in the three sections of the tower.
Eighteen uprights of 2x10x10 laminated
wood are included in the tower's three sections.
Footings required 74 yards of concrete.
To cover the 4.050 square feet of
screen area. 270 pieces of 2x8-foot galvanized
iron sheeting were installed by workmen
of the Merle Songstad Construction
Co.. under direction of Pi-ed Westland.
Rigidity of the structure is assured by more
than 3.000 bolts.
at the Sunset Drive-
In, Havre, Mont.,
where the original
tower was so badly
damaged by a June
15 storm that it had
to be replaced. Emil
DonTigny, owner of
the drive-in, stands
in the foreground,
watching workmen
fasten one of the
2x8 foot sheets in
place. More than
16,000 feet of lumber
were used in constructing
the three
sections of the 64x90-
foot tower. The new
screen is 45x90 feet.
The Sunset reopened
one month to the
day of the storm
which made the old
tower unusable. .-««« >.lr
Setting up the three big sections was a
ten-hour job performed with a threequarter
ton crane and two eight-ton
winches. The screen tilts three feet toward
the audience and is covered with 35 gallons
of special hght diffusing paint.
DonTigny took advantage of need for
the new construction to set the new tower
60 feet back of the position of the former
tower. The additional space enabled the
owner to add a stage 14 feet high, with
12x22 feet of floor space, immediately in
front of the new tower without infringing
on the ramp area. DonTigny plans to offer
use of the stage to outside special gatherings.
With the new tower set back, the
projection throw at the Sunset was increased
from 202 to 262 feet and larger
lenses provided for the longer throw.
Equipped with its new tower and screen,
the Sunset reopened one month to the day
after the storm.
DonTigny and Clarence Golder of Great
Falls. Mont., are partners in the Sunset
Drive-in and the Havre Theatre.
I
Dit-Mco's Drive-In Theatre
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UlliJtlillllNAli lillillllNIi ^ '^""^ ^'""'^ ^"^^^ ""''
WTI^
^ Increases Concession Sales.
GLASS OR PLEXIGLAS PANELS
s... *.,»-.„, c.,n
40 IN. DIRECTIONAL LIGHTS
Single or Double Face
Exit or Entrance Panels
New Cast Aluminu
AISLE LIGHT
WITH
Plexiglas
Panels
REST ROOM LIGHTS
20 IN. DIRECTIONAL LIGHTS
Single Face Only
Entrance— Exit— Lights On—Lights Out
Please Panels
• Blue hammertone
finish
• Weatherproof
• Black numerals,
white background
• No breakage
• Low maintenance
DRIVE-IN THEATRE MFG. CO.
"World's Largest Manufacturer of Drive-in Theatre Equipment"
505 W. 9th St. HArrison 1-8006—1-8007 Kansas City, Mo.
70 The MODERN THEATRE SECTION

^VARM UP YOUR PATRONS...
AND YOUR
ADMISSION LANE!
RCA DYNA-HEAT IN-CAR HEATERS
. . . extend your season 'way past the hot weather! Every
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profits for years to come.
The full RCA Dyna-Heat line includes 500- and 750-watt
units for 208- or 240-volt lines. Calrod heating elements with
aluminum radiating discs make it much easier for the fan
to spread heat evenly around the car. Individual units hang
and each has a rugged die-cast
from speaker posts . . .
cover, two-tone finish. Choice of Koil Kord or straight cord.
Send the coupon below in the next mail for complete
literature on RCA Dyna-Heat. Better still, call your RCA
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Installation time is now ... fill out the coupon or
talk to your dealer today!
It's safe to say
RCA Dyna-Heat is safest!
Radiating fins diffuse heat, won't let it concentrate
at port. Automatic on-off switch prevents overheating.
Grille protects port and discouroges
patrons' experimentation with unit's interior. Outer
cover is just barely warm to touch. Underwriters'
Laboratory approved, of course.
THEATRE EQUIPMENT SALES
RADIO CORPORATION
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CAMDEN 2, N. J.
r
the line that builds Lines
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BOXOFFICE ;: September 15, 1956

)
STANDARDIZATION
SEEMS TO HAVE ARRIVED
Widescreen Is Leveling Off at 1:85 to 1, Says MGM Projection Cfiief
By MERLE CHAMBERLIN
The so-called technical revolution
that set up on our collective ears has
settled down to a point where we should
have a pretty good idea wliat is going to
be the big answer. Standardization

mention, Bodde has come up with a controlled
gain white screen without directional
features. In fact, the brightest
picture (if any), as far as the viewing
audience is concerned, is frcm the various
angle points of the theatre. The advantages
to us projectionists of a screen
such as this are obvious. We can
operate at less amperage, stop down
our lenses, do many of those things we
would like to do to improve our picture
without burning up our equipment or bankrupting
our boss.
MAKE PROPER APPROACH
All the foregoing, plus new carbons,
planned shorter intermittent pulldowns.
and other innovations in various stages
of development show us that the equipment
people are doing all within their technical
power and knowledge to extend assistance
to us in the field. I realize that the final
decision to purchase these improvements
rests with the exhibitor, but I believe that
we can help him sell a better presentation,
if we make the proper approach.
We have heard that manufacturers have
not fallen asleep on us. But what has the
production end of our industry been doing
about these same reproduction problems?
We should never lose sight of the fact
that every right thinking person connected
with the production of motion pictures
realizes that we, the projectionist members
of our International Alliance, control
the neck of the bottle. Every iota of blood,
sweat, tears, money and ulcers that goes
into the making of a motion picture is for
naught if the reproduction of that motion
picture is unenjoyable.
It follows that if the producer can make
our presentation jobs easier by a practical
improvement in print quality, it behooves
them to do just that. The obvious first
step toward that print quality is a larger
negative. That is the direction in which
we are headed. You have seen and projected
the improved 35mm widescreen
prints from the large VistaVision negative
and the improved 35mm Cinemascope
prints from the large Cinemascope
55 negatives. There is still more improvement
to come. MGM's first release from a
large negative will be "Raintree County."
now being photographed in the MGM
Camera 65 process.
IMPROVED PRINT QUALITY
All of these processes use the same basic
principle, but we feel that, from the standpoint
of quality and flexibility, our, comparatively
speaking, long-range research
has resulted in what we hope you will consider
the cream of the crop. We at MGM
have always sincerely appreciated the high
opinion of our release prints as consistently
expressed by projectionist members of our
Alliance. We feel we are keeping faith
with that high opinion with our new MGM
Camera 65 process. All research on this
project was under the direction of our
technical research department, headed by
Douglas Shearer. I will endeavor to make
you more familiar with this process with a
short explanation.
MGM's 65mm process Is the result of
years of study and experimentation—In
progress ever since MGM first used widescreen
effects in filming "Billy the Kid" in
1930.
Primary aim of the research program
in recent years has been the production of
a better 35mm Cinemascope release print
having sharper focus and free from distortion
and grain. Optical equipment which
has brought the principles underlying the
65mm process to physical reality was produced,
after intensive research, by Panavision,
Inc.
As is well known, Cinemascope uses the
principle of anamorphosis—the "squeezing"
of a wide horizontal range of vision through
a special camera lens onto 35mm film.
An opposite lens "unsqueezes" the image
to its original horizontal scope in the projection
machine as it is thrown upon the
screen.
While this technique has greatly enhanced
the impact and spectacle of film
scenes and added greatly to audience pleasure,
it has certain limitations. The laws
of optics bring some inevitable distortions
in the projected image. Horizon lines tend
to bow in the middle, while architecturally
vertical lines curve outward near the sides
of the screen, where focus also tends to blur.
An actor walking across the screen may appear
to be quite thin as he enters on the
left, become fatter as he occupies the middle-screen,
then thin out again as he exits
on the right.
ELIMINATE
DISTORTION
MGM's Camera 65 performs only a portion
of the anamorphic "squeezing" in the
camera lens—thus eliminating such distortions
and imperfect focus. The remainder
of the "squeezing" required to
make 35mm Cinemascope prints is performed
in the printing process—again
without distortion or loss of focal sharpness.
In the theatre, the 65mm derived
35mm CinemaScope print is projected
through the present standard "unsqueezing"
lens and we have a picture in which
the horizon remains level, the side walls of
a building remain vertical, and actors retain
a normal waistline.
The new process is filmed with cameras
having conventional-type mechanism,
modified to handle negative film that carries
an image twice the width obtainable
on 35mm film.
Because of its size, a single negative
filmed in 65mm may supply any or all of
the following:
1. Super-roadshow prints utilizing the full
65mm frame in 3 to 1 ratio of width to
height—filling the largest screens available
today, and capable of filling still larger
screens with a picture providing complete
audience enjoyment from any seat in the
theatre.
2. Roadshow prints in the dimension of
Todd- AG's 2'4 to 1 or the horizontally projected
double frames of 2 to 1 large-screen
VistaVision.
3. Standard 35mm prints in CinemaScope
for general release.
4. Standard 35mm prints for widescreen
or normal screen projection for general release.
Comparable advantages are offered
the exhibitor. He is able to screen an improved
picture with his present facilities.
Optically reduced 35mm prints will be
available to him for CinemaScope, wide
or normal screen showing. If he has the
screen area and audience capacity to handle
a roadshow of the 65mm print, then he
will be able to display it—in the full undistorted
beauty of its "natural perspective,"
as though the audience were standing beside
the camera, watching the scene
through a giant window.
ACHIEVE SHARPER FOCUS
Thus our new process achieves its primary
and immediate objective of presenting
a Cinemascope or widescreen picture
with sharper focus and better definition,
free from distortion and grain.
As far as sound is concerned, our MGM
Camera 65 process will be standard magoptical
reproduction for 35mm Cinemascope
and single optical track for 35mm
widescreen. Roadshow 65 prints will carry
six-track magnetic or optical sound. If
drive-in demands warrant 65mm prints,
they will naturally carry a single track.
A new item of general interest in the
sound reproduction field is the replacement
penthouse four-track reproducer
head as announced by National Theatre
Supply and Altec. This new replacement
magnetic head is unique in that at such
time as it is worn out. it can be rebuilt at
50 per cent of original cost, thereby materially
reducing long-range magnetic reproduction
maintenance expenditure for
the theatre.
I made a passing reference to 65mm
"roadshow" prints. We realize that this
would be impractical without 65mm projectors.
Our initial 65mm projector was a
Super Simplex converted in our own precision
machine shop.
CONVERSION SUCCESSFULLY COMPLETED
This conversion was engineered and followed
through to a very successful completion
by Percy Marston of Local Union No.
789.
Following the success of this conversion,
we collaborated with the General Precision
Laboratory in the conversion to 65mm of
two X-L projector heads. Following the
shakedown running of the two X-L's. we
again took advantage of Marston and proceeded
to convert these X-L's to dual purpose.
65mm and 35mm. Once again, we were
successful. These two ambidextrous X-L's
are installed and operating in our new 220-
seat theatre on the MGM lot. To make the
theatre more complete, we installed a G&G
Specialties 60-foot curved screen frame
which is electrically adjustable to any curve
from flat to 21 per cent. This curve is remotely
controlled from the booth. We
feel that this new theatre, from the standpoint
of being able to screen any existing
Continued on following page
BOXOFTICE :
: September 15, 1956 73

HOW MANY PATRONS DO YOU LOSE
BECAUSE OF
M^qium?i
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 will save yours, too.
PIC is already serving more than
300 satisfied Drive-In Theatres.
. o «

STANDARDIZATION ARRIVED
Continued from page 74
even with the two-projector setup runiiinu
at the same time with the one booth-Cinerama,
it is bound to make a lot more Jobs,
and that is what we are after.
I do not believe that Cinemiracle will replace
Cinerama, but I do believe it will be
another roadshow process requiring quite
a few of our members to operate it. Another
item which should prove economically
of benefit to the members of our Alliance
is the development and placing on the
market of the new yellow flame, positive
carbons, which are starting to be distributed
by both National Carbon Co. and
the Lorraine Carbon Co.
The big advantage of the.se carbons, of
course, is in motion picture or television
production. The reason for a yellow flame
carbon is to produce a low kelvin. wliich
would match the color temperature of the
Mazda light, thereby permitting the projection
of backgrounds in a television studio
by an arc light which would match in
color the incandescent set lighting in front
of the translucent screen where the picture
is
projected.
I understand that in New York they
have already .started rather extensive use
of the carbons in the television studios at
NBC for backt'round projection. That could
mean lots of good work.
I would like to express a few of my own
opinions on the big question, "What's wrong
with our show business?" While performing
the myriad of duties in connection with my
job. I am fortunate in being afforded an
opportunity to discuss our .show business
with people in all facets of our industry. I
thoroughly enjoy these discussions and find
them educational if not sometimes just a
bit amusing. Naturally, each segment complains
about either one or all of the other
sections for the lack of boom business all
enjoyed during the prewar and war years.
The amazing part of these various theories
is that you can agree with .some of them.
Comparable to the
Finest Drive-In Theatre
Speaker Ever Made.
• SEND FOR A SAMPLE— If
UNITED Tcar" SPEAKER
Sample on Approval
Ot'i. a 4?Gc^/
THE BIG DIFFERENCE
IS THE PRICE!
»5 00
NINE BIG FEATURES!
JENSEN weathermaster 4
inch viking cone.
Individual volume control.
Equipped with straight 6 ft.
weotherproof cords.
Newly created cast aluminum
housings.
UNITED SPEAKER COMPANY
1263 Third Avenue New Kensington, Pa.
F. O. B.
Direct From Factory To You
SPECIAL
S4.7S on 100 or more.
$4.50 on SOO or more.
5. New handle to fit any
junction box.
6. Unsurpassed tonal quality.
7. Built-in durobility to insure
long service life.
8. One year worranty.
9. Koiled Kords slightly higher.
TELEPHONES:
New Kensington: ED. 7-3579
Pittsburgh: MO. 1-0525
FALL IS THE IDEAL SEASON
for drive-in construction
• Screen towers in stock
• Concrete available
• No labor shortage
• No strikes
• Good working weather
• Less mud
• Beat spring price increases
^^/^SCREEN TOWERS
FOR DRIVE-IN THEATRES
f7;ion nnd litprnture write to
SELBY INDUSTRIES, INC.
13S0 GHENT HILLS ROAD • AKRON 13, OHIO
Phone— Bath, Ohio, MOhowii 6-7211
AGREE WITH THEORY
For example, I feel inclined to agree with
the producer and/or distributor when he
bemoans the fact that the elimination of
block booking and the divorcement of producer-owned
theatres took away his partially
guaranteed income on his product.
I also am inclined to agree with the theory
that exhibitor attempts to legislate their
profits indicate a serious lack of showmanship
in the field.
The movie patron is not too far wrong
when he or she objects to the deplorable
condition of many neighborhood or metropolitan
theatres. Seats are uncomfortable,
carpets worn and faded, floors dirty and,
in many cases, the entire establishment is
just plain filthy. I recall one large circuit
theatre I called on a few weeks ago where
you could smell the restrooms from the
moment you stepped up to the boxofflce.
All in all, we must recognize the fact that
you cannot expect a patron to enjoy relaxation
in this type of theatre. That
unenjoyment is amplified by a poor presentation.
SYMPATHY FOR EXHIBITOR
We must sympathize with an exhibitor
who does not know far enough in advance
what he is going to play to enable
him to inform his prospective patrons.
There is undoubtedly room for improvement
in the situation that exists whereby
some distributors force outrageous percentage
demands for what they feel are
potential money makers. There must be
some solution to correcting the seemingly
prevalent evil of certain types of vandalism
which keep theatre auditorium maintainance
at a ridiculously high figure.
I
agree wholeheartedly with the projectionist
members of our Alliance when they
seriously analyze what has become their
cross to bear in the operation of their booths.
In far too many situations, booth purchases
have been centralized to the point where
the projectionist on the job not only has
no idea of what is coming in, but when he
will receive it. Changes in booth equipment
are made without consulting the member
handling that equipment. As a result of
this procedure, many of these expensive
Continued on page 84
The MODERN THEATRE SECTION

Gasoline-Powered Air Broom
For Post Theatre Cleanup
P-1495
FOR MORE
^
...^ ,,
^*?
A motorized air broom for speedy cleaning
of the ramp area, playground and
roadways of a drive-in theatre or the seating
area of an indoor theatre has been
developed by the Atwater Strong Co.
Known as the "Lo-Blo," the two-wheel
unit is powered by a 3.6 h.p. gasoline motor
that drives six rotary blades. As the air
broom is wheeled across the ramps or down
aisles, it develops a ground or floor blast
said to be equivalent to a 115-mile an hour
wind. This blast drives popcorn boxes,
paper cups and other audience debris in
windrow fashion to a central point for
easy pickup. For easy cleaning beneath
theatre seats, a flexible hose attachment
is provided. For drive-in theatre use, the
Lo-Blo can sweep to left or straight ahead.
Color-Keyed Popcorn Machine
With Air-Cooled Kettle
P-1496
I
1^1^ I
HJH I
Thirty pounds of
raw popcorn may be
popped hourly with
the Viscount Mark II.
a floor model popcorn
machine being introduced
to the theatre
trade by G. H. R.
Enterprises, Inc. The
manufacturers claim
that the machine is
equipped with the
fastest heating ele-
^^^^^ ment ever designed.
^^^ - Teamed with it, is an
air-cooled popping
kettle with thermostatic control. Control of
storage heat in the unit is also automatic
and the popped corn is displayed with
three-dimensional effect in a See-Ability

HEADIN' YOUR WAY FROM NATIONAL
A Mirrored Display Case
For Ice Cream Novelties
P-1500
A theatre unit for displaying ice cream
novelties has been developed for use with
standard Kelvinator refrigerators by R. K.
Merritt & Associates. The merchandising
lid-plus-superstructure fits the four-hole
square opening at the top of the standard
Kelvinator cabinet. The display case of
reinforced Fiberglas has a colorful Zolotone
finish, an illuminated sign with raised
plastic letters reading "Enjoy NOVELTIES
ICE CREAM," and a clear gla.ss window
backed by a mirror for reflection of items
on permanent display. These items may
be real or dummies, but in either case need
not be disturbed. The solid white lid covers
the back half of the cabinet and this lid
may be left raised in rush periods as the
operator serves customers from the back
of the cabinet.
A boon to concession sales!
Costs pennies a day to operate!
Here's what every profit-conscious Drive-in ov/ner
has been waiting for! Now ... no longer ore big
concession sales limited to intermission "rushes". The
E-Z-Go "Snack Wagon" brings tasty
refreshments
to every cor throughout the entire show. These ingenious
electric carts hove been proven, troublefree
performers. They'll pay for themselves quickly
out of extra concession profits. Contact your nearest
National Theatre Supply branch now for full details.
6«3Mn/e«
}/out
of consistent quality
and outstanding service
NATIONAL THEATRE SUPPLY BRANCHES COAST-TO-COAST
Theatre Carpet Cushioning P-1501
Made of Natural Rubber
Hewitt-Robins, Inc., has added Standard
Gray and Tex-Top Special to its line of
theatre carpet underlay made with natural
rubber. Standard Gray is a quarter-inch
cushioning made in 20-lineal-yard rolls, 36
and 53 inches wide. It is designed to supplement
the firm's top quality underlay. A
Tex-Top Special feature is an antifriction
fiber surface, a beige fiber top and brown
sponge backing. It is manufactured in the
same dimensions as Standard Gray, designed
for use in heavy traffic areas of a
theatre. The manufacturers say that each
of the new underlay products has improved
formulations for greater life expectancy,
resiliency and strength. The company's
other products are Kik-Kwik, top grade
underlay, and Tex-Top Beige.
Motorless In-Car Heater P-1502
With Cooler Handles
A motorless Mobiltone in-car heater has
been engineered by David Sandler, president
of the Sandler Manufacturing Co., and
is ready for distribution to the drive-in
theatre trade. By eliminating the motor,
the manufacturer says he has also
eliminated heater noises that annoyed
patrons by competing with the picture
sound. The motorless heaters also feature
handles designed to be cooler to touch and
of lighter weight than conventional
handles on in-car heaters.
78
The MODERN THEATRE SECTION

. . . and
. . ESTIMATES
Pity the
Poor
Woiking^
TV Slides for Advertising P-1503
Coming Theatre Features
Slides for advertising a local theatre's
coming attractions on a neighboring television
station have been introduced by
Fepco Theatre Advertisers. The slides,
which are for exhibitors only, to use on
TV, are of two types. One is a plain slide
that advertises only the feature picture.
The other is a personalized slide advertising
the feature picture, theatre name and
play date.
Neat Restrooms
bring patrons back
Sitting, sitting, sitting
and working all day long.
Then, the "date" suggests a
movie . . . you can bet the
Woiking Goil thinks of comfort
first Your patrons like to relax and
feel "at home" these days. That's
why we're so busy replacing worn,
torn, broken theotre scats for so many
exhibitors. All work done while the
show goes on . . . prices surprisingly
low Call for a free estimate, today.
WRITE, WIRE or PHONE
ALpine 5-8459
Unbreakable Plexiglas Panel P-1504
For Directional Lighting
An unbreakable Plexiglas panel has
been added to the line of directional lighting
panels made by Drive-In Theatre
Manufacturing Co. While special paints for
plastics are used on the Plexiglas panel, it
is made with the same quality, silk screening
employed in the firm's glass panels.
Low maintenance cost is a feature of the
plastic panel, along with economy of the
original investment. Developed after
months of research for an unbreakable
panel, the plastic directional lighting unit
is ready for distribution and will be on display
at the International Industry Tradeshow
and Convention in New York City.
Electrlc-AIre
Hand Drying Service
...eliminates paper towel fire hazard!
Eliminate paper towels and all their mess,
nuisance and expense. Keep washrooms
neat and clean with far less labor cost.
Tamper-proof—always ready to serve. Recessed
or surface mounted types, engineered
for years of trouble-free operation. Write
for name of near by representative.
theatre seat
seruice ca.
160 Hermitage Ave.
Nashville,
Tennessee
THE WORLD FAMOUS
"SILVERLITE"
ALL PURPOSE SILVER SCREEN
and the NEW ULTRA WHITE
HI-LITE SCREEN
lOOr.
VINYL PLASTIC, MOLD & FUNGUS
PROOF
Theatre Screens with a World-Wide
Reputation since 7927
VOCALITE SCREEN CORP.
ROOSEVELT, NEW YORK
Multiple Soft Drink Dispenser P-1505
For Theatre Concessions
The "Topper," a multiple soft drink dispenser
for theatre concessions service, has
been introduced by Perlick Brass Co. The
stainless steel Topper is counter-high,
equipped with faucets with individual hand
grips and lightweight flexible draft arms.
The draft arms are color-coded for quick
identification, easily accessible for the operator
and occupy a sanitary, covered well
when not in use. For maximum customer
appeal, the Topper is equipped with an eyelevel,
illuminated display and positive drink
identification on the counter top. Set up
space is provided for 36 predrawn carbonated
or noncarbonated drinks. Toppers are
available in two different power packs, designed
to provide a giant ice bank for peak
load application. The Topper will be displayed
in Booth 419 at the Industi-y Tradeshow
and Convention. New York City.
Drinking Water Dispenser P-1506
Scaled for Children
Cooler-Tot. a 31-inch-high diinking
water dispenser for children, has been introduced
to the theatre trade by Sunroc
Corp. The grey hammertone cabinet is
patterned in reduced proportions to standard
water coolers. The unit has no motor
or internal working parts of its own. being
designed for easy connection with any
standard water cooler or outlet. The chrome
plated bubbler is splash proof, sanitary and
operated by slightest pressure. The cabinet
top is equipped with an easily cleaned,
white, stainproof vitreous china top and
chrome drain plate.
"~ ENGINEERING CORP.
209 W. JACKSON BLVD. • CHICAGO 6, ILL.
ELECTRIC- AIRE of Canada, 669 Talbol St., Si. Thomoi, Onl
ADLER
NEW
SNAPLOK'
PLASTIC
LETTERS
Snap on ond off frames easily.
Testing lob reports these new 6"-
8"-10-17"-24' letters stay firmly
on frames even in a 60-mile wind
spring clip keeps its
gripping power after being used
20,000 times.
•
For Iiiformalion About Complete .\dler
Line of Lelters Frames, Contact Your
L
Hlslributor
ADLER
or Write tor Free Calaloc:
Silhouette Letter Co.
11843-A West Olympic Blvd.
Los Angeles 64, Collt.
PROFESSIONAL SEAT RENOVATION
Factory-trained crew will re-do your theatre choir
kc now.
SAMPLES . ANYWHERE.
203S6 GRAND RIVER
DETROIT,
MICHIGAN
KENWOOD 3-S740
BOXOFFICE :: September 15, 1956 79

YOU MUST READ THIS!

The following concerns have recently
filed copies o/ interesting descriptive literature
tuith the Modern Theatre Information
Bureau. Readers who wish copies may
obtain them promptly by using the Readers'
Bureau postcard in this issue of The Modern
Theatre.
now! profit without problems
L-1778—A BROCHURE describing Electric-
Aire hand dryers for theatre restrooms has
been issued by the Electric-Aire Engineering
Corp. The brochure stresses the dryer's
low operating and drying costs, sanitary
service and dependable performance. Details
of ten exclusive features are given.
L-1779—FEDERAL Enterprises, Inc, has
issued a 12-page booklet, "Landmarks in
Lights," illustrated with photos of large,
elaborate neon and zeon signs the firm
has erected for all types of businesses. Copy
and illustrations are of interest to any
theatreman concerned with getting maximum
attraction value from his theatre
sign, attraction board, front and marquee
illumination.
L-1780 Four models of the G-16 miniature
train, modeled after GM's big diesel
streamliners, are subject of a brochure issued
by the Miniature Train Co. A cutaway
picture of the G-16 engine, closeups of the
train's operating and safety devices, and
tables of technical information about each
of the four models give the brochure
practical value for theatremen contemplating
purchase of a miniature train for a
drive-in playground.
L-1781—The E-Z 'Way Coffee Maker for
theatre concessions is described and pictured
in a singlesheet mailing piece prepared
by Steel Products Co. The 125-150
cup capacity machine makes coffee automatically
at the push of a button. Of special
interest to theatre concessions operators is
the manufacturer's claim that the unit
saves up to 75 per cent on labor in preparing
coffee and in cleaning equipment, as
well as 10 per cent on coffee costs.
NEW
—
LENTICULAR
SCREEN
'the screen of optical precision"
offering the first great improvement in maximum
light distribution &. reflection— yet priced
lower than ordinary "half-there" screens !
features:
^amazingly low
yf
(ost
;X maximum reflection
greatest
distribution
Nl^no disturbing seams
What's a "half-there" screen? Its a screen
that deprives half your patrons of the
brightness and original clarity of the fine
new films you're showing. Now, with
L. E. Carpenter's just developed screen
employing all of the important scientific
findings of Lenticulation—you're assured
of top light distribution and refleaioo.
That adds up to more isfied
more box office sales—
MORE PROFITS FOR YOU!
Get the complete facts
now, today! Contact youi
local theatre supply dealer
for prices, or write, wire
or phone us for our
faaual booklet.
L. E. CARPENTER & COMPANY
patroDS
VICRA-LITE SCREEN DIVISION
Empire State Building, New York 1, N.Y. • LO 4-0080 • Plant: Wharton, N.J.
L-1782 Theatremen with remodeling
plans or new theatre-building ideas will
find many suggestions for modern door
treatment in "Pittsburgh Doorways," a 20-
page catalog published by Pittsburgh Plate
Glass Co. Hercuhte glass doors, with aluminum,
bronze or stainless steel frames and
hardware, and plans for mounting doors on
Pittcomatic hinges are illustrated in detail.
Dimensional diagrams and charts also
are provided to assist theatre plarmers in
achieving effective doorway styling.
L-I783 Available now to drive-in theatre
owners and managers is Catalog 55 of
playground equipment made by the Trojan
Playground Equipment Manufacturing Co.
The 24-page publication is filled with helpful
details and pictures about whirlers and
merry-go-rounds, slides and swings, ladders,
multiclimbs, see-saws, triple bars,
giant strides and Loop-o-Ball. a game similar
to basketball.
See how it's done • Boofn Ol TESMA
MANKO sEWEoSrATio.
KEEP YOUR THEATRE CHAIRS LOOKING NEW
AT THE LOWEST POSSIBLE COSTl!!
OVER 50,000
TAILOR-MADE COMBINATION
SEAT COVERS SOLO IN
LESS THAN 2 YEARS
Priced from 95c
m
i
PROVE IT TO YOURSELF
Moil your old seat cover to us with your
check for $1.50 (to cover hondling and
moiling) ond we will send you a new
toilor-mode Monko cover. Color wril be
SEAT COVERS
Complete Stock of Finest Quality
MOHAIR, CORDUROY
LEATHERETTES IN POPULAR
THEATRE COLORS
OVER 100.000 24"x27"
PRE-CUT SEAT SQUARES
SOLD IN LESS THAN
2 YEARS
Priced from 44c eoc/i
Mm. order 24 pieces
notched OS ely OS possible rge stock of
fabrics which ore also sold by the yord.
WE GUARANTEE TO FIT ALL STANDARD MAKES OF CHAIRS
^—^^^^——Wrife for Current Price List— Discounts to Recognized Dealers^—
MANKO FABRICS CO., INC. (Seating Division) 15G W. 28th ST., N. Y. 1, N. Y.
BOXOFFICE :: September 15. 1858
81

about PEOPLE / and PRODUCT
A British Lens manufacturing fiim purchased
several months aso by Bausch &
Lomb will operate under the name of U. K.
Optical Bausch & Lomb. Ltd.. and expected
profits from the firm are earmarked for
building a new lens factory in England,
according to Carl S. Hallauer. Bausch &
Lomb president. The profits are anticipated
from a combination of lower production
costs and higher volume of sales as operation
of the U. K. Optical plant becomes
fully effective.
Sales of Eastman Kodak Co. in the U. S.
AM°^® ,.,.,11
W'S""
*'*"""'Ivio^****^^'
Write for BIG free catalog.
^gnerSignSerto.
218 S. UOYMF H(E.:CHlCAfiOI2.IUJi
for the first half of 1956 amounted to
$325,110,431. according to Thomas J. Hargrave.
chairman, and Albert K. Chapman,
president. Net earnings after taxes were
$38,753,316. a 6.6 per cent increase over the
fust half of 1955. the best previous six
months period. These are the highest sales
and earnings figures Kodak has recorded
in the first six months of a year.
A "Silver Anniversary" line of four new
milk shake making machines will be introduced
during fiscal 1956-57 by Sweden
Freezer Manufacturing Co. to celebrate its
25th year as manufacturer of soft ice cream
making equipment. Harvey F. Swenson.
president, has announced that 80 trade
showings have been scheduled to introduce
the line in the U. S. and Canada.
Swenson also announced appointment of
M. H. Patneaude. domestic sales manager,
as vice-president in charge of sales; Ludvig
J. Aspen. Seattle plant manager, as vicepresident
in charge of all manufacturing;
Charles L. Burton, export manager and
sales manager of Sweden Fieezer of
Canada, Ltd.. as secretary, and Carl E.
Swenson. controller, as treasurer of the
company.
A FEATURE of the recent National Audio
Visual Tradeshow in Chicago was the
showing by Projection Optics Co. of its
Transpaque, a projector employing a single
head for opaque, transparency and table
projection. Since the Transpaque will project
opaque or transparent materials up to
11 inches square or 11 -inch square segments
of maps, blueprints, drawings and
similar materials, it has particular value
for use at theatre circuit conferences or
sales meetings when material requires group
visual presentation.
Examining a telescopic rifle sight produced by the
Kollmorgen Optical Corp., are William C. O'Donnell,
right, new sales manager for the firm, and
Joseph A. Fetberston, who retired from that position
in midsummer. O'Oonnell, a Marine veteran of
World War II and graduate of the Columbia University
Law School, has been with the Kollmorgen
organization since 1953. Fetberston, although retired
from active duty, will remain with the optical
firm on a consulting basis.
manager. Ross H. Snyder will manage the
new sales section and continue as manager
of theatre equipment and custom product
sales for the audio division. Charles P.
Ginsburg, project engineer for development
of the Ampex Videotape recorder which
records TV programs on magnetic tape, will
head the new video engineering department.
Pi'omotion of the TV recorder will
be chief sales objective of the video section.
Gundy also announced the appointments
of Russell J. Tinkham as manager of audio
custom engineering; Walter D. Goldsmith,
to be in charge of customer relations for
the new video sales section, and Charles
E. Anderson as senior project engineer for
video.
DR.VMN THEATRE OWNERSl
DON T BE ROBBED!
'
.:,. « Device or speaker^
and repeoted losses,
I costly
the United Stotes.
rhroughout
B,
brochure
3„,e-bc sec«re-.et
NOW?
I
SPEAKER SECURITY COMPANY
New HI Fidelity 4" Weatherproof
MOBILTONE ^^r SPEAKERS
« 50 each Complete with Coiled Cords
SANDLER MANUFACTURING CO.
210S Payne Ave. TOwer 1-9248
Cleveland 14. Ohio
Dallas will be the host city for the second
Southwest Heating and Air Conditioning
Exposition. Feb. 15, 1960, according to the
American Society of Heating and Air Conditioning
Engineers, the sponsoring group.
The organization's 66th annual meeting
also will be held at the same time and
place.
Dr. Hans Christoph Wohlrab, formerly
chief engineer for Siemens & Halske, a
producer of film and TV-studio equipment
in Karlsruhe. Germany, has joined the Bell
& Howell Co. staff. Dr. Wohlrab will be
director of engineering for that firm's professional
equipment and instrument division,
according to George L. Oakley,
division manager. Dr. Wohlrab. a member
of the Society of Motion Picture and Television
Engineers, has spoken frequently at
the society meetings in U. S. and Europe.
A New Video Sales Section, supported
by a new video engineering department,
has been created by Ampex Corp.. according
to Phillip Gundy. Ampex audio division
Canada Dry Ginger Ale. Inc., will expand
its vending machine program and step up
promotion of its line of fruit-flavored beverages
with financing provided by the recent
issue of $12,000,000 of 20-year debentures,
according to R. W. Moore, president.
Rapid sales gains have been recorded by
Canada Dry's soft drink flavors, encouraging
the firm to more vigorous promotion of
the entire line.
Earl C. Moss, formerly an account executive
with Rhoades and Davis. San
Francisco advertising agency, has accepted
the position of advertising manager of
Inter-American Orange-CRUSH Co.
A Site for World offices of the Pepsi-
Cola Co. was acquired recently when the
beverage firm bid $2,000,000 for a 59th
Street and Park Avenue location at a
public auction conducted by the City of
New York. A building on the land will be
demolished to make way for Pepsi-Cola's
modern headquarters.
82 The MODERN THEATRE SECTION

. . . How
Abraham Fisher's promotion to sales and
inerchanciising manager, technical products
service department of RCA Service Co.. has
been announced by W. L. Jones, vice-president
of the department. Fisher had been
.serving as sales manager, mobile equipment,
consumer products service department. He
has been with RCA 25 .years. In another
RCA promotion, Benjamin F. Biben was
advanced to theatre service sales manager.
He had been serving as manager of the
technical field service in the Philadelphia
district.
Hugh McLachlan, engineering supervisor
of Y&W Theatres of Indiana, has been
named chairman of a three-man Allied
committee by Rube Shor, National Allied
president, to meet with SMPTE representatives
to discuss projection standardization.
Other members of the committee are
Richard Amstatt. Durkee Enterprises, Baltimore,
and Flobert F. Morrell. S&S Amusement
Co., Cincinnati. At the February
National Allied Drive-In Theatres convention
in Cleveland. McLachlan proposed that
exhibitors attempt to persuade producers
to standardize aspect ratios.
Eastman Kodak Co. directors named
Thomas J. McCarrick to succeed Cornelius
J. Van Niel as general controller when the
latter's resignation became effective August
14. Van Niel had been general controller
since 1935. the year McCarrick joined the
company as an accountant. McCarrick became
assistant controller in 1942. Van Niel,
now engaged on a special project for Kodak,
will retire at the end of the year.
GoldE
Howard E. White, sales manager of
Di-ive-In Theatre Manufacturing Co., was
elected state commander at the annual
Missouri convention of Veterans of World
War I, held recently in Jefferson City. The
organization has 1,240 members in the state-
Manu-
FAcruRiNG Co., makers
of slide projectors,
spotlights and projection
accessories, has
announced the appointment
of Leonard
H, Solomon as general
manager. Solomon
previously was manager
of the electronic
division of the Mitchell
Manufacturing
Leonard H. Solomon
Co. His first task in his new position will
be to achieve equal distribution to all parts
of the country of the firm's new Mark V
500-watt slide projector.
A SOUND SYSTEM With a frequency range
of 30 to 22.000 cycles is being installed in
the Grand Ballroom of the Bellevue-Stratford
Hotel, Philadelphia, by the Altec
Service Co. C. A. McCrork. Altec's engineering
representative, is directing installation
of the equipment, which will be used
for public address and recorded background
music. Magnetic tape recording will be used
in conjunction with background music reproduction
on the high fidelity system.
Modern Stage Design
. . . a Job for Specialists
Such factors as safety, economy of space, simplicity of structural design,
trouble-free operation, low maintenonce and operating costs, easy flexibility
to meet all present and future needs of the stage - these require the
utmost in design and construction knowledge.
Take advantage of Clancy's proved service.
manufacturing and rigging know-how anywhere else.
Since 1885
You can't get equal engineering,
World's Largest Designers, Manufacturers and Riggers of Mecfianical Stage Equipment.
NO JOB
TOO LARGE
NO JOB
TOO SMALL
i/^.Ci^^cy^
irffl^TiTT..-vi»»».,»IUM«.'l
WORLD-WIDE
SERVICE
Ittendins the Conventions^
^H^ While in New York you mayjvant to see the
^I^L
United Nations, Statue of Liberty and the Empire
^l^f
State Building, etc. BUT, by all means
r BE SURE TO VISIT S. O. S. for
BEST VALUES in THEATRE EQUIPMENT & SUPPLIES
We're only 5 minutes away from the exhibits at New York Coliseum
"T/ie Department Store of the Motion Picture Industry"
S.O.S.CINEMA SUPPLY CORP
Improvement-
Do If
fi)
MOVIES ARE BETTER THAN EVER
About Your Theatre?
A/
Dept. C, 602 WEST 52nd STREET, N.Y.C. 19
Phone: PLaza 7-0440 Cable: Sosound

The Admission
Control System
that
means
Good Business
Good Showmanship
15
made only by |
General
Register
Corporation
General Register Corp.
43-01 Twenty-Second Street
Long Island City 1, N. Y.
1018 So. Wabash Ave., Chicago 5, II
STANDARDIZATION ARRIVED'
Continued from page 76
changes are lotaUy unnecessary. Yet, in
cases where replacement parts are vitally
necessary, it takes praciically a board of
dnectors meeting to obtain them. Many individual
exhibitors seem to be following
;i procedure of purchasing various gadgets
and •New-Look" requisites without any
consultation with their projectionists.
USE CARE IN BOOTH INVESTMENT
A filmrow supply house salesman sells
tlie exhibitor, he in turn drops the gadget
in the booth and expects his projectionist
to justify the claims of the salesman.
I know some member projectionists are
100 per cent right when they state that
their employers make booth capital expenditures
with much less care or investigation
than if they were purchasing a new
car or a washing machine. I am sure the
situation would be different if the exhibitor
were running the booth. It makes an
unreasonably tough job for us to try to put
on a good show with sub-standard equipment
designed solely for the purpose of
competing price-wise in what we all realize
has become a highly competitive market.
I cannot believe that the exhibitors have
lost confidence in our knowledge gained
through experience over these many years.
I think it behooves all of us to drop the
too-general "He bought it—if it's no good,
that's too bad" attitude and tell oui- employers
the reason why they are not receiving
the good presentation we would
enjoy putting on.
We have heard the complaints, but we
must also recognize the fact that there are
other basic reasons for poor business that
do not come under this heading of complaints.
MANY SOCIOLOGICAL
CHANGES
There have been changes sociologically.
The arrival of commercial television has
kept certain people home. The accessibility
of resorts by automobile has stimulated
other people to move out of their homes
for other diversions. A greater amount of
leisure, provided by our changing economy,
has made attractive other forms of entertainment
such as spectator sports, including
night baseball, basketball, horse racing,
football, etc, and, of course, the participation
sports of hunting, golf, fishing,
tennis, etc.
In this wide world of competition, we
have lost a huge segment of the public who
used to go to pictures merely to be occupied.
In the main, our audience no longer
goes to be occupied; it goes only when it
is sufficiently stimulated by advertising,
word-of-mouth enthusiasm or by that peculiar
radar with which an audience functions
and with which it selects the good
from the bad. That selection will subconsciously
be enjoyable surroundings and a
good presentation.
We must all do our share to get those
people back into the theatres. The producer
must make good pictures at a cost
gauged to potential return. It does not do
any good to make a picture that has a
domestic gro.ss of over $4,000,000.00 if that
picture co.sts $2,700,000 to make. MGM
had one like that last year and, after deducting
advertising, distribution and exhibition
costs from that $4,000,000 gross, if
it hadn't been for the foreign gross, we
would have lost money on that picture. It
might be well to point out here that MGM's
foreign income at the present time repre-
.sents 49.9 per cent of our total take.
In 1931, the average cost of the 43 pictures
we made was $440,000. In 1955 the
average cost of the 22 pictures MGM produced
was $1,890,000. Receipts have not
increased in commensurate proportion. So
the producer has a task on his hands. He
must produce entertainment at lower cost.
Waste of picture production money to
satisfy personal indulgence has long been
a fetish of Hollywood, but a general tightening
up at all levels is inevitable. In fact,
it has already started. Our locals of Hollywood
will all bear me out in that statement.
The exhibitor must straighten out his
show shop so that it will become inviting
and a pleasure to attend. He must do all
within his power to assure a better presentation
on his screen than can be obtained
on the TV set at home. It is hoped that he
will also revert to the showmanship that
kept our show business on top of the industrial
world for so many years.
BIG ROLE FOR PROJECTIONISTS
We, as members of the Alliance, must
also recognize the challenge that exists and
must do all within our power to put oh the
shows in the manner we know they should
be presented. Let's put out what we bargained
to give. Let's reach back through
our years of experience and reassert the
fact that we are the "neck of the bottle."
We have conclusively proven through these
past four years of technical turmoil that,
if given half a break, we can handle anything
they throw at us. I believe it is now
time for us to serve notice that we, as
members of our Alliance, are ready and
willing to do our individual and collective
share to get our show business where it belongs.
We know that our general office has
been doing, and will continue to do. more
than its share.
International President Walsh, our International
officers and our lA Bulletin are
always ready to assist us. The International
Projectionist magazine is another
valuable tool available to us all. It is up
to us. we know it. and let's prove to everyone
else concerned that showmanship has
never expired as far as the membership of
our Alliance is concerned.
If your theatre does not have test equipment
and test films, it is a good idea to
have a sound engineer make a check of
your sound system and make any necessary
adjustments to bring it up to required
standard recommended by the manufacturer.
84 The MODERN THEATRE SECTION

,
"Proud'
• ALPHABETICAL INDEX
• ADLINES & EXPLOITIPS
• BOXOFFICE BAROMETER
• EXHIBITOR HAS HIS SAY
• FEATURE RELEASE CHART
• FEATURE REVIEW DIGEST
• REVIEWS OF FEATURES
• SHORTS RELEASE CHART
• SHORT SUBJECT REVIEWS
• SHOWMANOISING IDEAS
THE GUIDE TO. BETTER BOOKING AND B U S I N E S S - B U I L D I N G
'Likes Me' Campaign
Is Aimed at Italians
A heavy play for saturation patronage
from the Itahan population marked the
exploitation campaign for "Somebody Up
There Likes Me" at the Rialto Theatre in
Amsterdam, N. Y.
Manager Ray Leveque figured rightly
that the story of Rocky Graziano, featuring
Pier Angell and Sal Mineo in the cast,
would be a strong draw for the many
members of Italian Clubs in Amsterdam.
Accordingly, he angled his campaign that
way.
His poster cards and heralds were ones
in which these two stars were highlighted,
and copy emphasized the fact that this
was Rocky's story. Then, Leveque contacted
all the Italian Clubs via a personal
letter. He distributed 11 of the special
posters to the clubs, and these were posted
in the meeting places and bars. In addition,
8x10 glossy photos of the stars were
handed out.
The heralds, which were given out houseto-house
in the Italian sections of the city,
were paid for by a local restaurant which
took an ad on one side. About 100 window
cards, smaller replicas of the special posters,
were also placed around the city and
in the outskirts.
The manager also arranged tie-ins on
the record from the motion picture, and
also two very nice displays for the book.
These made appealing wmdows in several
of the downtown music shops and bookstores.
In addition, 1-sheets were posted
on the book distributor's trucks.
Records Out on 'Best'
Four months ahead of release date 20th-
Pox has arranged four albums and a
bunch of single records for "The Best
Things In Life Are Pree," which stars
Gordon MacRae, Dan Dailey, Ernest Borgnine
and Sheree North. There's plenty of
musical material, because the story is
based on the careers of DeSilva, Brown
and Henderson. Recordings already made
are by Decca. MGM. Capitol and Camden.
Breaks Records
]
John and William Sirica and Fred
Quatrano, who recently reopened their
Watertown Drive-In, Watertown, Conn.,
reported all house records broken with the
two-week engagement of "The Proud and
Profane."
Pole-Sitter Tries for World Record
In Drive-In Car Giveaway Promotion
A miniature 4x8 foot house-trailer,
perched on an 8x8 foot platform erected
on a pole 60 feet above ground level in front
of the Miracle Mile Drive-In at Toledo,
Ohio, is the home of 33-year-old Art Terman,
a maintenance man at the Considine
Sign Co., that city, in a unique promotion
that is growing daily in interest.
Patrons at the theatre are given an entry
blank with each ticket they buy, on which
they are asked to guess how long the local
version of flagpole sitting will last. The
person who makes the most correct guess
will be awarded a 1956 Chevrolet, which is
also on display at the theatre entrance.
COST NOTHING
Fred C. Lentz, general manager of the
Theatre Operating Co., of which the
Miracle Mile Di-ive-In is a unit, revealed
that all items for the promotion, i.e., gifts,
prizes, etc., were obtained at no cost to
the theatre.
The flagpole sitter is fed three times
daily by the Miracle Mile snack bar, he has
a television set, portable radio, electric
shaver, coffee-maker, toaster and telephone
for his comfort, and has a small area, 4x8
feet in size, in which to move about. The
aluminum miniature trailer, trimmed in
red, will be his home as long as he remains
aloft. He is being paid by the week,
with a bonus if his stay extends past a
certain date.
Co-sponsors of the promotion are the
Moonlight Trailer Sales, which supplied
the small trailer; Jim White Chevrolet Co-,
Chefs Marathon service station, the Miracle
Mile snack bar (not the drive-in concession)
, and Basch & Co. jewelry store.
UP SINCE AUGUST 17
Though he has had no former experience,
the pole-sitter was not afraid to get hitched
to a crane and be lifted to his perch on
Friday, August 17, when his stay aloft was
started. The beginning of the stunt was
BOXOFFICE Showmondiser : : Sept. 15, 1956 — 231 —
Art Terman leans over the railing of his home
60 feet in the sky at the entrance of the
Miracle Mile Drive-In at Toledo. The flagpole
promotion is intended to extend through
two or three months.
event, it was made known that his wife of
a year is expecting her first child. Lentz has
arranged for numerous gifts for the baby,
if the prospective father can resist the
temptation to leave his perch.
Terman gets from 60 to 70 telephone
calls daily from well-wishers, he reported.
To help pass the time, he has been making
model boats and airplanes. The present
world's record for flagpole sitting is reported
to be 82 days. Since the Miracle
Mile plans to remain open all this winter,
it is possible that a new record will be set.
Free Passes to Pony Ring
Given at 'Rascals' Party
Erman Aired, manager of the Orpheum,
Marionjll., gave away free pony rides to
the first 400 children buying tickets for his
broadcast over WTOL. Twice a day he is
interviewed by telephone over WTOL, Little Rascals Movie Party recently, in addition
to seven Little Rascals comedies and
Toledo radio station, for five minutes.
During the intermission at the drive-in, he five cartoons. Aired worked out a deal
talks to the audience over the public address
system. Daily newspaper ads also the 400 free tickets. The pony ring owner
with the owner of the local pony ring for
have reported on the event.
wanted traffic and they both needed a
Just to add a touch of suspense to the business booster and it helped both parties.

SCANNING THE MAGAZINES
career, all of which adds to the buildup for
"Giant" CWB).
Wealth of War and Peace' Art Contained
In Fall Issues, Good for Theatre Displays
If you missed the August 20 Issue of Life,
ask your local newsdealer to dig it up for
you. It's perfect material for a 30x40 or
40x60 easel for those who have already
made their bookings on "War and Peace"
or expect them before long.
The cover, on which Life depends for a
heavy percentage of its newsstand sales, is
perfect for a center piece in a cutout and
pasteup Job. It features Audrey Hepburn.
Some inexpensive lettering for a Coming
Soon line, plus the picture title, plus the
two-page layout in color giving a vista
of the tremendous battle scenes, with a
sketch on Tolstoy; another two-page layout
in color conveying a vivid impression
of the spectacular settings, the love interest
and the sombre background of Moscow
before the burning as Napoleon approached,
and a third double-page color
spread showing the winter background
scenes as Napoleon began his retreat all
add up to one of the most spectacular
magazine displays ever seen on a picture.
F.\MED RETREAT PICTURE
of the picture.
This bids fair to become one of those
historic campaigns that happen only once
or twice in a decade. Keep it alive with
what the advertising boys call point of
contact approach.
USE THEM ON BOARDS
Contact your neighborhood newsdealer
and ask him to tip you off to all the angles
from all the magazines. There will be a gold
mine of display material that can be used
on Masonite or any other type of building
board, with display paper background. A
good coat of shellac will liven it up for
light reflection from a spotlight.
This Week. August 12 issue, which appeared
in 36 newspapers, devoted the cover
to a color picture of Audrey Hepburn under
the heading "The Solid-Gold Audrey."
Good display material for "War and Peace."
• • •
The Paramount production is greeted in
the September issue of Cosmopolitan with
a story and three-column cut showing
Henry Fonda and Audrey Hepburn in a
scene from the film. Parents' Magazine
for September describes the production
as "three and a half hours of enchantment."
Glamor, also current number, profiles
Miss Hepburn, and Seventeen, in cooperation
with its subsidiary publication.
Seventeen at School, has promoted a
special "War and Peace" brochure which
serves as a springboard for student discussion
of the filmization of Tolstoy's
masterpiece.
Allied Artists' forthcoming "Hunchback
of Paris" gets a good plug via the September
issue of Redbook. The magazine
devotes the cover to Gina Lollobrigida, costarred
in the film.
The cover photograph of the Italian
motion picture actress serves to point up a
provocative article entitled, "Are Foreign
Stars More Alluring?" in the inside pages.
The Redbook article also is illustrated,
including pictures of Diana Dors, the English
version of Marilyn Monroe, and Anita
Ekberg, the Scandinavian stage beauty.
Miss Dors' photo includes credits for her
As added touches, there is a full page on
black and white showing Tolstoy's famous
retreat. Yasnaya Polyana, with additional current role in RKO's "I Married a Woman,"
and her co-starring role with Robert
material on Tolstoy's life.
An easel with this material and a spotlight
can be used for lobby displays near Eternity." Also RKO got space. A third
Ryan and Rod Steiger in "Back From
the boxoffice before the daily opening; for RKO star, Nicole Maurey, also gets strong
lobby material to attract the attention of mention in "The Bold and the Brave."
Incoming audiences, and against the rear of Also in Redbook is a 6,000-word treatment
on James Dean by Joe Hyams. It's
the boxoffice at closing time.
Red Book, as previously noted, has already
carried a display on Audrey Hepburn agination of the young people in his brief
posthumous, but Dean captured the im-
and "War and Peace."
There will be more of them in fan and
general magazines and trade papers. Keep
changing them right up to the opening
Otto Preminger's global search for a newcomer
to play the title role in his production of "Saint
Joan" for United Artists release has been put to
work for theatremen around the U.S. and Canada.
More than 9,000 exhibitors capitalized on the
extensive "Saint Joan" Week promotion by showing
special trailers, distributing applications, and
getting their photographs taken with hopefuls.
Among the active showmen, Homer McCallon,
Loews Houston, shown with a likely candidate.
The September 4 issue of Look has a
full-color shot of Clark Gable on location
at St. George. Utah, for "The King and
Four Queens" (UA).
Look has an article by Ernest Hemingway,
author of "Old Man and the Sea," in i-.
which he says he will do no more writing we
for films. Good human interest material.
'War and Peace' Posting
Campaigns on Two Coasts
A heavy outdoor campaign has been
started by Paramount for "War and Peace"
on both coasts. A total of 4.218 billboards
and posters is being used in the metropolitan
area of New York where the picture
opened at the Capitol Theatre August 21.
Similar outdoor coverage is being used for
the opening at the Hollywood Paramount.
Posters have been set up along the principal
highways of Nassau and Suffolk
counties. Long Island; throughout Westchester
County; in the Jersey City area,
the Paterson-Passaic area and Hackensack.
N. J., and Manhattan, the Bronx and
Queens.
Two-sheets have been posted on a saturation
scale in the Hudson Tubes, IND subway
stations, in New Haven and Long
Island railroad stations and in all ferry
terminals.
• • *
Several hundred thousand copies of the
Bantam Books edition of "War and Peace"
are currently on newsstands around the ^^
country, and the promotion they are receiving
has been timed to do most good for
upcoming playdates of the mammoth production.
The dual campaign for motion picture
and source book undertaken by Bantam
exceeds any similar activity by the publishing
company. Backing the new 75-cent
pocketbook edition and the Paramount film
are display posters ranging in size up to
22x28 inches, colorful truck bumperstrips.
countercards for department and drug
stores, special window displays, magazine
rack cards and newspaper and magazine
advertisements.
Navy Reserve Ballyhoos
'Boats' Opening at Topeka
"Cobby" Stewart launched a "midwest
premiere" of "Away All Boats" at the
Grand. Topeka. Kas., with the aid of the
Navy Reserve recruiting program. He had
a parade, searchlights. TV equipment and
the street in front of the theatre was roped
off. Armed forces and city officials were
invited to the opening. Navy men, 150
strong, took part in a demonstration and
drill in front of the theatre, and the Navy
supplied boats, equipment and flags for the to
"^^
theatre front. In addition, the Navy put
up A-frames in every block downtown, with
one side devoted to the picture and the
other to recruiting, and it planted posters
and stills in numerous stores.
2 — 232 — BOXOFHCE Showmandisor
: : Sept. 15. 1956

Toy Trains Keep on Go
In Lobby for Xhase'
Timely Ballyhoo Helps Syracuse Keiths
In Citywide Campaign at Little Cost
Ray Monroe, shown in the accompanying
photo, manager of the Dunes Theatre, Zion
Illinois, seldom misses when he sets up promotional
stunts. His latest was for "The
Great Locomotive Chase."
The Dunes programs move so fast Monroe
doesn't have a great amount of time
to spend on ideas, but he can be one of the
happiest exhibitors when the time for results
comes along. In the case of "The
Chase" he simply borrowed pieces of 4x8
plywood from a nearby lumber yard and
set these up on cement blocks in the theatre
lounge. Then he covered the table
with some discarded green drapes, and by
using his own electric train and one he
borrowed from a local toyland in exchange
for advertising, he was practically all set
for full-fledged publicity.
To complete the idea, a few dabs of paint
and a knife transformed a piece of plaster
board into mountains and bridges for an
effective backSrop. To make a real eyecatching
display he added miniature sand
roads, coal piles, plastic men, horses, Indians,
trees, a couple of small stagecoaches,
covered wagons and some telegraph poles.
He said the cost was negligible, and is of
the opinion that the impact carried by a
good film just naturally helps to produce
productive ideas in the mind of an exhibitor.
To complete his story, he started the
trains about 15 minutes before showtime
and during intermissions. He found that
patrons have as much ^un with miniature
trains as he does. What's more, while the
trains are running concession sales rose
to a new high.
'Christmas' Giveaways
Jack Conhaim, manager of the
Stanley,
Newark, N. J., has launched a ten-week
giveaway with the theme "Christmas Every
Saturday." The lobby is full of Christmas
decorations, even with Santa at an organ.
Merchants are underwriting the costs with
giveaway items, including bicycles, dolls.
^,.,. radios, cameras, etc., and they paid for
) the Christmas trailer on the screen. In addition,
there are ice cream giveaways, jet
boats, booklets on how to run a circus. For
September, Conhaim has a Tom Thumb
wedding planned, plus a local strong man
contest.
The RKO Keiths Theatre in Syracuse.
N. Y.. which has come up with many a
cost-free campaign in recent months,
blanketed the city again with a fine job in
behalf of "That Certain Feeling," without
spending any money at all.
Outstanding in this campaign, engineered
by Manager Sol Sorkin, was the tie-in with
the Carrier Corp. in which three room air
conditioners were given away from the
stage of the Keiths on three consecutive
Saturday nights. Leading up to big giveaways,
the Carrier people supplied props
and an attractive model for ballyhoo purposes.
CARDS FROZEN IN ICE
Outside the theatre, blocks of ice were
set up on display. FVozen into the blocks
were cards plugging both the film and the
air conditioners. The model, known as
"Miss Fair Weather Days," was perched
on top of the block of ice. The top of the
marquee, the sides, and the sidewalk were
festooned with flags and bunting, all supplied
by the Carrier Corp.
Plenty of good newspaper space was garnered
by "Miss Fair Weather Days" for
the ballyhoo outside the theatre, for drawing
the lucky names for the air conditioners,
and for her role in a department store
promotion. A fine publicity harvest was
reaped in general by the RKO theatre,
thanks to radio-television and newspaper
cooperation. Paramount supplied the theatre
with a free TV open-end interview
trailer featuring Bob Hope, which made
it appear as if Hope was in Syracuse for
a personal appearance. It was used by
NBC's WSYR-TV station, on the Jim Deline
Show.
FREE RADIO FROMOHON
Sorkin also arranged a free tieup with
the Thank Your Lucky Stars radio program
on WNDR. For one hour on the Sunday
evening before opening of "That Certain
Feeling," the radio program paid tribute
to Eva Marie Saint, co-starred in the film.
The radio station also made up two 40x60
displays which were placed in the windows
of two downtown stores, and also a similarsized
display for the lobby of the theatre,
used as a "promo" for the special radio
profile of the actress. In addition, the
station used a radio transcription disc supplied
by Paramount.
Still at no cost were music tieups worked
out with the seven downtown and outlying
district major music stores. And, cooperation
was received from the music departments
in W. T. Grant, Kresge and Woolworth
stores in Syracuse. A three-way deal
was set up: disc jockeys on five radio
stations played the three songs from the
film and talked about the records: the
music stores displayed posters telling
passersby to see the picture and listen to
the deejays, and the theatre played the
tunes and plugged both the radio shows
BOXOFFICE Showmondlser : : Sept. 15. 1956
233 —
Manager Sol Surkm wonders if "Miss Foir
Weather" is getting "That Certain Feeling"
as she sits on cake of ice outside the RKO
Keiths Theatre in Syracuse, N. Y.
and the shops.
Among the major store tie-ins effected,
this one stood out: Lobel's, a children's
specialty shop, located in the heart of the
downtown section, chipped in with full
window display. The theatre supplied two
40x60s on the film, and the store made
up a special background to tie in with the
film, and worked out a "Circus of Savings"
theme.
Six live monkeys cavorted around the
window, too, making it a real draw.
Summer Yule Parly
Full Week at Drive-In
A campaign based on the theme of
"Christmas in the Summer" helped to reap
a harvest of extra business for the A. M.
Ellis' Coatesville Drive-In near Philadelphia.
As a result of the promotion, the drivein's
restaurant enjoyed 50 per cent extra
business. The event, which lasted a week,
helped to snare 2.500 children into the
ozoner. The idea which was originated by
Warren Hahn, manager of the under-theskyer
and Larry Ruch. district manager
for A. M. Ellis, helped to gamer much
goodwill for the theatre.
The theory behind the promotion was
that since the drive-in could not be open
in the winter, it should have a "Christmas"
holiday in the summer. With the cooperation
of local merchants, who donated
such things as ten gallons of free gas every
day and baskets of groceries as well as
free golf games, this was achieved. Even
the township fire department joined the
fun to provide a fire truck every evening
to ferry the kids around.
All the children were given free loUypops,
and Santa Glaus put in an appearance.

SHOWMEN IN IDEA POOL LIST TRADE BUILDERS
Operation Baby Sit,
Annie Oakley Shows, Drive-In Guest Nights Are Recomnended
A "Pool Your Ideas" session, presided
over by Lester R. Kropp of St. Louis, was
a highllKlit of the annual convention of
the Missouri-Illinois Theatre Ovners Ass'n
convention in St. Louis recently.
William C. Gehrinpr. assistant to Spyros
P. Skouras, president of 20th-Fox. was so
pleased with the worthwhile information
that was being passed about that he decided
to remain for the entire session instead
of looking after some business matters
as he had originally planned.
THE MODERATORS
The moderators included Pi-ank Henson.
Loews State. St. Louis: T. D. Medley,
Sikeston. Mo.; Eddy Clark, Metropolis. 111.;
Howard Spiess. Midwest Drive-In Theatres.
St. Louis; Claude Mundo. TOA; John Allen.
MOM district manager; Tom W. Bridge,
Paramount district manager; Bernard Mc-
Carthy. St. Louis Theatre Supply, and
Harry Hoff. National Theatre Supply.
Mundo reported TOA plans to put into
each of its new showmanship bulletins five
or six business-building ideas to help exhibitors
make an extra "dollar or two." He
recalled that Victor Hugo said: "Nothing
is so powerful as an idea whose time has
come." He told of an idea given by an
electronics engineer to a drive-in operator,
who was turning cars away because his
last ramp and space beyond were without
in-a-car speakers. The engineer explained
how a S35 transformer could
pickup the screen's sound and convert it
for use by regular automobile radio sets
without disturbing other patrons of the
drive-in.
50.000 COST S8,000
Edward B. Ai-thur, general manager of
the Fanchon & Marco circuit in St. Louis,
had Bob Johnson of the Plessner & Johnson
advertising agency explain a new plan
being used by Arthur's circuit to promote
interest in motion picture and film personalities;
namely, St. Louis Movie Guide,
mailed monthly to theatre patrons or others
who request it. The initial issue, August-
September, 1956. was passed out to 10,000
at theatres in the cricuit. The 30-page
5y4x7'2-inch booklet was filled with news
and programs for the coming months.
Johnson said 4.000 requests for future
copies were received within a week. The
plan will be made available to other exhibitors
in the St. Louis area. Arthur said
the cost would be prorated among the
participating theatres on an equitable basis.
The Guide is aimed to offset the special
TV and radio guides that are part of the
Sunday issues of the daily papers. It was
estimated 50,000 copies would cost $8,000.
Pete Gloriod sent invitations to "The
Wedding in Monaco" to 150 housewives in
the Poplar Bluff areas. They were of the
formal type, including double envelopes
and tissue paper, so that the women read
Against
It's 4 to 1
Drive-In Buck Nights
The opponents outnumbered the exhibitors
favoring- Buck nights In the
"Pool Your Ideas" discussion at the St.
Louis Mis.souri-IIIlnois Theatres convention.
Bob Strauss, Benton, III. . . . "Buck
night attracted an undesirable class of
patrons. I dropped it after three years."
Izzy Weinshienk, Alton, III. . . . "The
Buck night deal is a price cut. When you
cut prices you are cutting your own
throat."
Frank Plumlce, Farmington, Mo. . . .
"We exhibitors charge too little. I believe
Buck nights cheapen prices at our
indoor theatres."
Bill Waring, Cobden, 111 "Buck
night stopped a downward trend and became
the salvation of my business."
Paul Krueger. St. Louis . . . "We
dropped Buck night after trying it once."
through the entire invitation before
realizing she was being asked to see a motion
picture.
Frank Plumlee, Edwards & Plumlee Theatres,
Farmington, Mo., arranged Back to
School free shows sponsored by local
merchants, who put on style shows of
clothing for school children. Tom Edwards
jr. of the same circuit described a vacation
show tie-in with the milk industry, imder
which 25 panels from a milk product carton
was good for an adult admission, 15 for
a child ticket. The dairy companies reimburse
the theatre for all the panels
turned in. It is a profitable arrangement
for the circuit, Edwards and Plumlee said.
CREAMERY BACKS MATINEES
Bill
Williams, MITO president, gave details
of his Thursday matinees in Union.
Mo., financed by the Missouri Valley
Creamery. Children are admitted on
presentation of panels from dairy products
cartons. He said that 300 or more kiddies
attend these shows each week. Previously
the theatre was dark on Thursday afternoons.
John Carothers, Rodgers Theatres manager
at Carbondale, 111., reported on
"Operation Baby Sit," used in the pre-
Christmas period, December 23, 24. The
local merchants give tickets for the December
23 show to persons who come to
their stores for them. On the 24th anyone
is admitted free without a ticket.
Carothers said the December 23 show
played to a capacity audience but on December
24 there was only half a house.
Mundo then told of the very successful
Annie Oakley shows he helped Sam Kirby
put on his theatres In Arkansas. They
found that Columbia had some ten pictures
in which Gail Davis had appeared that
could be used for these shows put .
on in
a tieup with the Coleman Milk Co. He
said that in all 48 theatres in Arkansas
used tile idea, with an average concession
sales of from $100 to 180, while the dairy
company paid from $35 to $100 to put on
the show.
Bob Strauss, Midway Drive-In, Benton,
111., opens his drive-in season with a free
show, admission being with coupons clipped
from merchants ads in the newspapers.
Paul L. Ki-ueger, president of Fred
Wehrenberg Theatres, St. Louis, said he
considered kiddielands a "must" at driveins
since children, drawn by the rides,
bring their parents back to the show again
and again. Howard Spiess of Midwest
Drive-Ins also said his circuit regarded
playgrounds a necessary expense for driveins.
He stressed again that 85 per cent
of drive-in patronage is of the family type
and "the children want something to do."
OPENS WITH FREE SHOW
Plumlee then wanted to know if Bucka-Car
plans hold any advantage for the
film industry as a whole, especially for
the small town areas. Gloriod reported his
guest night plan, substituted for Buck-a-
Car to meet possible complication on federal
admissions taxes, had increased the
average attendance per car. But there are
some complications because school busses
from neighboring areas brought in as many
as 56 patrons.
Bill Waring of Cobden said Buck-a-Car
had stopped a downward trend and became
the salvation of his business. "I
would rather charge 50 cents per person
but under existing conditions in my area I
must go along with Buck-a-Car." He added
concession sales have been 90 per cent of
the boxoffice receipts.
Krueger didn't like Buck-a-Car after
trying it once.
FAMILIES COMING BACK
Exhibitor Strauss of the Midway, Benton,
111., eliminated Buck night because it
attracted an undesirable class of patrons.
"I dropped it after three years. My families
are coming back and I've started to get
back into the good graces of the community,"
he said.
Izzy Weinshienk, district manager for
Publix Great States at Alton, HI., said he
had been operating drive-ins for 15 years
and has never gone to Buck night. "When
you cut prices you are cutting your own
throat," he emphasized.
Plumlee terminated the discussion by
saying; "We exhibitors charge too little.
I believe Buck nights cheapen prices at
our indoor theatres. For a while, at least,
we will do without Buck nights."
Joe Goldfarb, Alton, 111., meets every
automobile that pulls up at the theatre for
kiddy shows, tells the parents when the
matinee leaves out and personally conducts
the youngsters across the street.
— 234 — BOXOFFICE Showmandiser : : Sept. 15, 1956

Open House Day Good
On Most Any Excuse
An Open House Day, which can be keyed
to a variety of occasions, is described in a
recent bulletin of the Independent Theatre
Owners of Ohio.
The idea comes from A. J. Kalbere, who
used it at the Indiana Theatre in connection
with the reopening of Main street after
repaying. A certain day was designated as
Main Street Open House Day at the Indiana.
A contribution of $12.50 by each of
the merchants lined up for the deal bought
two full pages of newspaper advertising, 40
radio spots, cards for store windows and
100 free tickets to each participating merchant
to give to customers.
More than 3,000 persons attended one of
the four performances—at 10 a.m., noon,
2 and 4 p.m. On the screen was the regular
features booked for that day. Thus, the
Indiana profited by four extra shows, since
the theatre usually has no matinee. The
business for that night was normal.
The newspaper gave the promotion big
front page plugs, and after the shoppingtheatre
deal was over proclaimed it a huge
success.
The population of Washington is a little
over 10,000.
Alabama Makes Big Event
Of Wilson's 'Moby' Tour
Gil Wilson's national tour in behalf of
"Moby Dick" gets bigger and better as it
goes along. Tuscaloosa, Ala., turned out In
force to make his stop there August 21 a
civic event with a dinner for Alabama art
professors and their wives and Miss Maxine
Lustig, co-owner of Lustig's book store
and gift shop.
The following day Wilson presided at an
exhibition of his "Moby Dick" paintings.
He was interviewed by the local press, and
he lectured on his paintings and slides over
the University of Alabama statewide network.
Later he gave a radio interview.
Spaceman Ties Up Traiiic
Bill Rector, manager of the Strand,
Saline, Kas., made up a spaceman for a
street ballyhoo on "Earth vs. the Plying
Saucers" by using some old Army fatigues,
silver paint and a $3.98 space helmet. He
tied up with Woolworth's by spotting his
spaceman in the store giving free rides on
the store's kiddies spaceship. The stimt
caused such traffic congestion, it had to
be abandoned.
Monster Lobby Display
Jerry Gamero, managers of the Essaness
Biograph in Chicago, set up a Ufe-like
^,. Frankenstein monster dummy, strapped to
a table under four
j eerie green lights, as a
lobby promotion for a triple horror show
featuring "House of Frankenstein," "House
of Dracula" and "The Mummy." Moans and
groans came from a concealed recording
machine.
Two Arts—Promotion and Making Friends-
Make Strong Combo at Theatre in Ohio
Combining public relations with the
selling of individual pictures Is an art. The
aim of each is to draw more customers, but
the man who can make friends for his
house or drive-in has half his selling campaign
done before he starts work on a booking.
This is leading up to how Elmer N. De-
Witt, city manager of Mailers Bros. Theatres
at Defiance, Ohio, tackles the related
problems.
The Mailers circuit includes the Valentine,
a downtown house; the Strand, and
the Defiance Drive-In on RFD No. 2. This
is the type of operation where a manager
can become acquainted with a large proportion
of his total patrons. DeWitt makes
it a point to do this.
When he installed Cinemascope in the
drive-in he made it something of a civic
event that became legitimate news for the
Defiance Crescent-News. In addition
regular advertising publicized the improvement.
For three weeks before the first showing,
it was announced at every intermission that
patrons should watch for "The New Picture
on the Brightest Screen Ever Seen."
For two days during the installation patrons
were invited to go through the projection
booth before the show started and
at intermission.
Recently Defiance was host to some
2,000 firemen from all parts of Ohio for a
firemen's school. DeWitt arranged for reduced
admissions to those attending. Both
the Chamber of Commerce and the fire
department were pleased and said so publicly.
The arrangement added heavily to
the boxoffice intake.
Two inexpensive promotions have been
Boys and girls not only like to comment on
pictures; they also like to hear their comments
later. Columbia decided to try tape recordings
of comments at a sneak preview of "The Solid
Gold Codilloc" and found plenty of patrons
willing to talk. The results were impressive
compared with postcard written comments. Bob
Moscow of the Rialto, Atlanta, latched onto the
idea for a sneak preview. There's something to
that microphone lure!
BOXOFFICE Showmandiser : : Sept. 15, 1956 — 235
going on all summer with a supermarket.
Each week DeWitt furnishes ten passes to
the market which gives them out to
customers through drawings. This stunt is
for the Defiance Drive-In.
Another drive-in stunt was the printing
of tickets with numbered stubs at a cost
of about $40 with all prizes furnished by
dealers for Wednesday night drawings.
Stubs were deposited in the stores of the
participating dealers. Both the dealers
and the exhibitor were satisfied, as the
Wednesday night grosses were double
average.
Back in May DeWitt sent out form letters
asking schools for data on their juniorsenior
banquets.
Public relations have been so good that
no objection has been raised to drive-ln
Dusk to Dawn or Marathon shows, consisting
of four cartoons and four features
on one program starting Saturday evenings.
The program winds up between 2 and 2:30
a.m.
Full House at Drive-In
To See Platter Stars
The Four Aces, quartet of recording stars,
were reported to have drawn nearly capacity
attendance at the 1,700-car Miracle
Mile Drive-In at Toledo, Ohio, on a recent
Thursday in what was their first engagement
at any drive-in theatre. It was also
the Miracle Mile's first name star attraction.
Fred Lentz, general manager, said
similar shows will be booked in the future.
The stars gave two one-hour performances,
at 8 p.m. and at 10:30 p.m., with a
"sneak preview" of "Safari" on the screen.
The stars signed autographs in the concession
building between performances. Admission
was $1, kids free. The roof of the
concession stand was transformed into a
stage for the show, with a bank of 30
multicolored spotlights shining on the performers.
Though the sound was hooked up
to the in-a-car speakers, most of the patrons
got out of their cars and stood around
the stage to get a better view.
Columbia 'Cadillac' Ads
Set for Financial Pages
Columbia has decided to add a new
twist to its national advertising on "The
Solid Gold Cadillac." In addition to the
coverage in fan and general magazines the
financial sections of two news weeklies.
Time and Newsweek, will be used with
copy based on a "stocks and blondes"
theme. Cartoon material will be used in
the space contracted for in Life, Look and
Cosmopolitan. All will appear in the September
or October issues.
Full page ads will be placed in Seventeen
and Modern Screen, Screen Stories,
Movie Life, Movie Stars, Parade, Motion
Picture, Movieland. Photoplay, Silver
Screen, Screen Stars and Movie Secrets.

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
ore reported, ratings ore added and averages revised. Computation is in terms of percentage in
relotion to normal grosses as determined by the theatre managers. With 100 per cent as "normal,"
the figures show the gross rating above or below that roork.
Abdullah's Harem c20th-Fox)
Away AU Boats^U-I)
Bad Seed, The (WB)
Bierer Than Life (20th-Fox)
Burning HiUs, The (WB)
. 2 s ; ! . s ^ I s ^ i 1 I I . i 1
BdDuouOO
IS
o— a£_jZZzzoa.(/iv>
90 60 90 100 60
200 275 185 250 175 130 110 135 140 130 135 200 140 160 110 175
200 220 225 315 175
83
"^166
227
Bus Stop (20th-Fox) 175 120 225 175 190 210
Cash on Delivery (RKO)
194
;
90 ''/
Earth vs. the Flying Saucers (Col) 100 150 135 215 95 150 125 150 180 115 125 250 130 145 175 200 154 I
Eddy Duchin Story, The (Col) 255 175 210 300 230 130 200 175 195 200 190 150 195
154 {
Fastest Gun Alive, The (MGM) 100 170 210 150 185 150 155 150 125 110 200 150 135 170
Francis in the Haunted House (U-I) 200 85 115 90 100 95 115 50 110 105
90 104 '"
Godzilla, King of Monsters (Embassy)
150 250 90 125 85 120
Great Day In the Morning (RKO)
95 105 85
High Society (MGM) 140 220 200 250 300 300 250 300 250 300 400 200 175 250
126

BOXOFFIC

FEATURE
CHART
Tttm IC«y f« l«ft«n and contbtnatlonj tharcaf Indicating rtory type: (Ad) Advantura-Dramo; (Ac) A etlan
Drama; (An) Animated-Actton; (C) Comedy; (CD) Comedy-Dramo; (Cr) Crime-Drama; (DM) Dramo
with Muilc; (Doc) DoCMmcntory; (O) Dromo; (F) Fonfajy; (FC) Force-Comedy; (Ha) Horror-Dromo; (Hi)
Hlitorlcol-Dramo; (M) Musical; (My) Myitary; (OD) Outdoor-Dromo; (SF) Sclanca-Fiction; (W) Wattam.
REPUBLIC 55 20TH-FOX
>•
z>
z

. Jan
. Dec
"
. Feb
. Feb
. Feb
Jun
FEATURE CHART
Shorts chart
INDEPENDENT
AMERICAN INTERNATIONAL
Day the World Ended (SO) ®. .SF
55
Hicliard Dimam;, Lull \clson
Plianlom From 10.000 Leagues
(SO)
SF .Dee 55
Kent rajior, (iitliy Hoivns
Oklahoma Woman (73) D, May 56
Kiihard Deiinliig. rcjgle CasUc
Female Jungle (71) q Jun 56
J.iyno .MansriL'ld, Laurence Tlcrney
Girls in Prison (87) Ac .Jun 56
Uirliard lienninc. Joan Taylor
Hot Rod Girl (75) Ac .Jun 56
Lorl Nelson. Jolin Smith
The She-Creature (77)
Ho. Jul 56
M.ir.a KnuMi h, Chester Mo.rls
ARLAN
Fear (82) 0..
Ingrid Bergman. Mathias Wlem:m
Dynamiters. The (74) D.. Apr 56
Wayne Morris. Rimone Sllva
Passport to Treason (SO) Md .
licid Cameron, Lois Mam ell
BANNER
©Wetbacks (86) AC. May 56
Lloyd Bridges. Nancy Gates
BUENA VISTA
©Littlest Outlaw, The (75) D . . Feb 56
Pedro .Vrmendariz. .\ndres Velasquez
©Great Locomotive Chase (85) ©. .0. .Jul 56
f>ss I'arker. Jeff Uunler
©Davy Crockett and the River
Pirates (81) Ad.. Jul 56
Fess Parker, Buddy Bbsen
CONTINENTAL
Night My Number Came Up (94). .0. Feb 56
Michael Itedgrave. Alexander Knojc
©Ladykillers, The (93) D.. Mar 56
.Me.v Guinness. Cecil Parker, Katie Johnson
Ship That Died of Shame (91).. D..
Richard Attenborough. George Baker
©Secrets of the Reef (72) Doc.
Undersea chronicle
©Three Musketeers (126) 0.. Feb 56
Lana Turner, Gene Kelly, Van Heflin
DOMINANT
©Northwest Passage (126) D.. Mar 56
Walk the Dark ,iencer
Street
Tracy.
(74) Md. Robert Young. Ruth Hussey
.
Chuck Connors. Don Ross.
©Yearling.
Reglna
The
Gleason
(128) D.. Mar 56
G Peck. J. Wyman. (Tlaude JarmaD jr.
DCA
©Annie Get Your Gun (107) M.. Jun 56
Wages of Fear (106) D . . Feb
Betty
56
Dutton, Howard Keel. Louis Calhern
Yves Monland, Charles Vanel
Please Murder Me (76) D.. Mar
PARAMOUNT
56
Angela Lansbury, Raymond Burr
©Streets of Laredo (92) W.. May 56
f^'^^y (98) CD.. Apr 56 William Holden. Macdonald Carey
Olna Lollobrlglda. Vlttorlo De Sica
Woman May 56
The ( . . ) D . .
Olna l.ollobrlglda. Daniel GeUn
©Jedda the Uncivilized (8S) D .Jun 56
.Varia Kunogh. Bnbert Tiidevvali
Private's Progress (99) C. .Sep 56
Richard Atlenborough. Price
Dennis
EDEN
1- (TO
©Lost Continent (95)

' R15-5
i
H15-1
I
P15-3
Dec
Nov
,
Jan
SHORTS
CHART
ub|«U, ll«t«(J by eompony. In order of rclco««. Running time followj 1 First Is notional releose
iccond the dote ot review in BOXOFFICE, Symbol between dotei rating from BOXOFFICE
'
(. Very Good. 4 Good. ~ Fair. Poor. = Very Poor. Photography: (
and process as specified.
S15-2 Old Shfll Gjim» (7). ScpSS
SI5-3 The Liitle CuiUo (6) Sen 55
515-> H«p CjI Symrhony (6) Sep 55
S15'5 Lillle Red School Mouse
(7) Sep 55 .. ••
S15'6 Lep'echiiun's Gpld
(10) Sep 55
S15-7 Quack Jdoodle Oo (7) Sep 55
315-8 Te.icheri PesI (7) Sep 55
S15-9 Tarli and Floxers (7). Sep 55
SlS-10 Ple.iied to Eat You
(61 Sep 55
Cooly 515-11 Cooly Gander
(7) Sep 55
S15-12 Sa«ed by the Bell (6) Sep 55
CASPER CARTOONS
(Technicolor)
.
B151 Red, While & Boo (6) Oct 55 + 1-28
B15-2 Boo Kind lo Animals
(6) Dec 55 1-21
B15-3 Ground Hoj Play (6) . Feb 56 317
815-4 Dutch Tteal (6) .
Apr 56 + 5-26
B15-5 Penjuin (or Your Thoujhts
(7) Jun 56 + 7-21
GRANTLANO RICE SPORTUIGHTS
RlSlSlorting Dogs Alreld
(9) Oct 55 + 10-22
A Nation R15.2 o( Athletes
(9) Nov 55 + 1-28
Animal-Sports Quiz
R15-3
(9) Feb 56 + 3-24
C.iiolina Court Champs
(10) Mar 56 + 5-26
R15-4 Wlnler Wonder Trails
(9) Apr 56 + 6-9
R15-6 Men Who Can Take It
(9) Jun 56 -f 7-21
HCADLINER CHAMPIONS
,
(Reissues)
1
A15-l'Taint So (10) Sep 55
A15-2 Monkeyshines (9) Sep 55
A15-3 Be Kind to Animals
(8) Sep 55
A15-4 From A lo Zoo (9) . .Sep 55
HERMAN & KATNIP
(TKhnicolor
Cartoons)
Mousieur Herman (6) Nov 55 + 1-21
H15-2 Mouseum (6) Feb 56 + 317
HlS-3 Will Do Mousework
(6) Jun 56 + 7-21
NOVELTOONS
(Technicolor)
P151 Rabbit Punch (6) Sep 55 + 12- 3
P15-2 Litlle Audrey Riding Hood
I
(6) Oct 55 -f 12- 3
Kilty Dec 55 -f 1-21
Cornered (6)
P15-4 Sleuth but Sure (6). Mar 56+ 5-26
P15-5S«ab the Duck (6).. May 56
POPEYE CARTOONS
(Technicolor)
E15-1 Mister & Mistletoe (6) Sep 55 12- 3
E15-2 Cons Is Tops (61 il. Nov 55 1-21
: E15-3A Job lor a Gob (6) . Dec 55 + 1-21
E15-4 Hlllbilling & Cooing
(6) Jan 56 + 1-21
; E15-5 Poi eye for President
(6) Apr 56 5-26
E-lS-e Out to Punch (6) . . Jun 56 + 7-21
TOPPERS
M15-1 Three Kisses (10)... Oct 55 12- 3
M15-2 Reunion in Paris (10) Nov 55 + 1-28
M15-3 Animals a la Carte
(10) Jan 56 * 1-21
M15-4 There's Gold in Them
Thrills (10) Mar 56 - 3-31
M15-5UPS and Downs (9) . May 56 + 5-26
VISTAVISION SPECIALS
V15-2 VV Visits Panama
(10) Jun 56 + 7-21
RKO RADIO
BROWN-KIRKWOOD REISSUES
63.601 Heart Troubles (16) Sep 55
63.602 Put Some Money in the Pot
(17) Nov 55
DISNEY CARTOONS
(Technicolor)
EDGAR KENNEDY REISSUES
63.501 No More Relatives
(IS) Sep 55
63.502 Ho^v to Clean House
(18) Oct 55
63.503 Dig That Gold (17). Nov 55
63.504 Contest Crazy (17) . . Dtc 55
GIL LAMB REISSUES
63.301 Groan and Grunt (17) Sep 55
63.302 Bathlul Romeo (16). Oct 55
LEON ERROL REISSUES
63.701 Wile Tames Wolf (17) Sep 55
63.702 Dad Always Pays
(18) Oct 55
63.703 Siook Sreaks (19). No. 55
.
63.704 In Room 303 (17) 55
MY PAL REISSUES
53.201 Dog of the Wild (21) Oct 55
63.202 Pal. Canine Detective
(22) Nov 55
RAY WHITLEY REISSUES
63.401 Musical Bandit (16) Oct 55
63.402 Bar Buckaroos (16) . Dec 55
SCREENLINERS
64.201 Gold (lOli) Sep 55 + 11-26
64.202 Black Cats and Broomsticks
(8) Oct 55 -f 12-10
64.203 Make Mine Memories
(8) Nov 55
64.204 Teenagers on Trial
(8) Dec 55 -f 1-14
64.205 Her Honor, the Nurse
(8) Jan 56 ....
64 206 Fortune Seekers (8) Feb 56 3-24
64 207 We Never Sleep
-f
(8). Mar 56 + 4-28
64.208 Where Is Jane Doe?
(8) Mar 56 + 4-28
64.209 Merchandise Mart
(8) Apr 56 + 4-28
64.210 Phonies Beware (8) . May 56 +7-7
SPECIALS
63.101 The Future Is Now
(15) Sep 55
63 102 Golden Glamour (15). Oct 55 + 12-10
63.103 Sentinels in the Air
(15) Feb 56 4-7
63.104 Golden Epuator (13) Mar 56 + 4-28
SPORTSCOPES
64.301 Game Warden (8).. Sep 55 + 10-22
64.302 Gym College (8) Sep 55 + 11-26
(8) Jan 56 3-24
64.307 Ski-Flying (8) Feb 56 + 4-7
64.308 Canadian Lancers
(8) Mar 56 + 4-28
64.309 Striper Time (9).. Apr 56+ 4-28
64.310 Rates to Remember
(8) May 56 + 6-9
Four Minute Fever
64.311
(9) Jun 56 ± 7-7
SPORTS SPECIALS
63.901 Football Headliners
(151 b) Dec 55 + 1-14
63.801 8a ketball Headliners
(15) Apr 56+ 5-26
WILDLIFE ALBUM
(Technicolor)
63.001 The Whitetail Buck
(27'/2) Oct 55 + 11-12
20th
CINEMASCOPE
CENTURY-FOX
SPECIALS—COLOR
7601-8 Lady ol the Golden Door
(9) Jan 56
A Thoroughbred Born
7602-6 Is
(9) Jan 56+ 4-21
7603-4 Adventure in Capri
(9) Feb 56 + 4-21
La'd 7608-3 of the Bible
(21) Apr 56
Hunters 7605-9 nf the Sea
(9) May 56
76091 The Dark Wave (23) Jun 56 ff 6- 9
of 7607-5 Cowboys the Maremma
(9) Jun 56
TERRYTOONS
(Technicolor)
TERRYTOON-CINEMASCOPES
(Technicolor)
5631-7 Park Avenue Pussycat Jan 56
5632-0 Uranium Blues (7). Feb 56+ 4-28
5633-3 Scouts to the Rescue
(7) Mar 56 ± 5-26
5634. 1 Oceans o( Love (7) Apr 56
5636-8 Lucky Doo (7) ., May 56
5636-6 Police Dogged (7).. Jun 56
TERRYTOON TOPPERS
(Technicolor
Rensufs)
5605-1 Wolfs Pardon (7) May 56
5606-9 Felix the Fox (7), Jun 56
UNIVERSAL-INTERNATIONAL
CINEMASCOPE FEATURETTE
(Technicolor)
2600 The Nat
Musical
"King"
Story
Cole
(18) « 12-10
COLOR PARADE
2671 Pacific Sports (8) Nov 55
2672 Fighters of the Lakes
(9) Jan 56
2673 Blue Coast (9) Feb 56 ff 1-28
2674 Queens of Beauty (10) Apr 56 + 3-31
2675 Olympic City (9) May 56 + 4-7
2676 Invitation to New York
(91/2) Jul 56 ± 7-7
MUSICAL FEATURETTES
Mambo 2601 Madness (15) . 55 + 11-12
2602 Ralph Marterie & His
Orchestra (15) Nov 55 + 11-26
2652 Melodies by Martin
(16) 55 + Dec 1-28
2653 Lionel Hampton & Herb
Jeffries (15) Jan 56 + 2-18
2654 Tennessee Plo*hoy (13) Feb 56
2655 Around the World Review
(16) Mar 56 + 3-31
2656 Mill- Brothers on Parade
(16) Apr 56 + 6-9
2657 Cool & Groovy (15), May 56 +6-9
VARIETY VIEWS
2691 A'ert to Danger (9) . Jan 56 + 6-9
2692 Brooklyn Goes to Paris
(9) Feb 56 ± 4-7
WALTER LANTZ CARTUNES
(Technicolor)
2611 The Tree Medic (6). Oct 55 11-21
2612 Pioeon Holed (6)
2613 Alter the Ball (6)
Jan 56 Feb 56 +
3-3
3-3
2614 GeI Lost
2615 Ostrich Egg
(6)
and
Ma' 56
Apr 56 I (6) + 4-7
2616 Chief Charlie Horse
(6) May 56 + 3-31
2617 Room and Wrath (6) . Jun 56 ±: 7-7
2618 Woodpecker From Mars
(6) Jul 56+7-7
WALTER LANTZ REISSUES
2631 Dog Tax Dodjers (7) Feb 56
2632 Playful Pelican (7), Mar 56
2633 Wet Blanket Policy (7) Apr 56
2634 Scrappy's Birthday
(7) May 56
2635 Wild & Woody (7).. Jun 56
2636 Drooler's Delight (7). Jul 56
WARNER BROS.
BLUE RIBBON HIT PARADE
(Technicolor
Reissues)
3301 Doggone Cats (7) Sep 55
3302 Rattled Rooster (7) , Oct 55
3303 Fair and Wormer (7) No« 55
3304 Mousemerized Cat (7) Nov 55 -...
3305 Foghorn Leghorn (7) Dec 55
3306 Bone, Sweet Bone (7) Jan 56
BUGS BUNNY SPECIALS
3723 Knight-Mare Hare (7) Oct 55
3724 Roman Legion-Hare
(7) Nov 55 + 1-28
3725 Bugs Bonnets (7) Jan 56 + 3-31
3726 Broomstick Bunny (7), Feb 56 + 4-21
3727 Rabbitson Crusoe (7) . .Apr 56
CLASSICS OF THE SCREEN
3101 Small Town Idol (29). Sep 55
3102 It Happened to You
(18) Dec 55 H- 2-25
3103 Dog in the Orchard
(20) Nov 55
COLOR
SPECIALS
3003 Behind the Big Top
(18) Dec 55
3004 They Seek Adventure
.
(19) 56 + 3-17
3005 Out of the Desert (19) Feb 56 H- 3-31
3006 Copteis & Cows (17). .Mar 56 H "-Zl
JOE McDOAKES COMEDIES
3401 So You Want to be a Vice-
President (10) Oct 55 + 12-31
3402 So You Want to be a
Policem.in (10) Dec 55 + 1-28
3403 So You Think the Grass
Greener (10) Jan 56 + 3-31
Is
3404 So You Want to Be
Pfttty
„
Mar
,
^
56 +
.
„ 4-21
MELODY MASTER BANDS
(Reissues)
3801 Jan Savitt & Band
(10) Sep 55
3802 Artie Shaw & Orch.
(10) Oct 55
3803 Ozzic Nelson & Orch.
(10) Dec 55 ....
3804 Carl Hoff & Ba..d (10) Feb 56
3805 Borrah Minevitch (10), Apr 56
MERRIE MELODIES— LOONEY
(Technicolor)
Retire 3701 Dime to (9).. Sep 55 1-14
Sep 55 1- 7
3702 Speedy Gonzales (7) .
3703 Two Scents Worth (7) Oct 55 1-14
3704 Red Riding Hoodwinked
Oc'55
(7)
3705 Heir Conditioned (7),, Nov 55 -+-3-3
3706 Guided Muscle (7),,.. Dec 55
Puppy (7) , . Dec 55 +
.
3707 Pappy's '2-25
3708 One Froggy Evening
(7) Jan 56 + 3-24
3709 Too Hop to Handle
(7) J'" 56
3710 Weasel Stop (7) Feb 56
3711 Hinh & Flinhty Feb 56
(7)..
3712 Rocket Squad (7).
3713 Tweet & Sour (7).,
3714 Heaven Scent (7),,
3715 Mixed Master 07),
3716 Gee Whiz-z-z-z (7).
.Mar 56
.Apr 56
.May 56
SPORTS PARADE
+ 4- 7
± 3-31
+ 4-28
H 4-21
3501 Picturesque Portugal
„ ^ ,
/gj Jan DO ^
-.
1- /
3502 Fish Are Where You
,
,, . -
, •»
Find Them (10) Jan 56 + "- . . . .
3503 Green Geld dO) Feb 56 H 4-28
3504 Crashing the Water „ ,, ,
Barrier (10) Mar 56 + 4-28
WARNER VARIETIES
3601 An Adventure to Remember -
Oct 55 + 1-1*»
(9)
3602 Shark Hunting (9) , . .Nov
.
55
3603 Faster and Faster (9) Dec
. 55 +
--
- -
4-7
3604 Neckin' Party (9) Mar 56
3605 I Never Forget a Face
Apr 56
) (
WARNERCOLOR SCOPE GEMS
(Two Reel)
3211 Journey to
(18)
the Sea
Sep 55 H
(One
Reel)
3- 3
Heart of an Empire , _, .
53 — 2-18
3220
/gj
3222 Ski Valley (9)
Sep
Sep 55 + 2-25
3221 Springlime i" Holland
(9j Dec 55
INDEPENDENT
Queen's Navy, The (20)
Bitish Information Service. 3:
Grey Ghosts (21)
, _
British Information Service ±
CSThe Heart ol England (20)
British Information Service, +
The Rocket (17) British Information
Service +
Pantomimes (13) Go Pictures tt
©On the 12th Day (20)
George K. Arthur -H
of The Face Lincoln (16) Cavalcade H
The Bespoke Overcoat (37)
George K. Arthur +
©London's Country (18)
British Information Service. +
©East Anglian Ho'iday (26)
British Infromation Service. +
©Festival in Edinburgh (14)
British Information Service. +
©Jungle Search (25)
British Information Service. ±
Noah (28)
Operation
U S Armv Engineers +
©Man in Snace (33) Buena Vista, ff
©West Country Journey (26)
British Information Servlee. +
1-14
1-14
1-21
1-21
1-21
^d
- 9 /to
o
W
10
BOXOFFICE BookinGuide
: :
Sept. 15, 1956

)
"•^
ALLIED ARTISTS
Wichita (AA) — Joel McCrea,
Vera Miles, Lloyd Bridges. A
good clean action western with
Joel McCrea at his best. We suggest
(now) weekend playing time.
We had our first film break in
two years and on our first AA
picture in two years. A very poor
print. Disappointed in business,
but maybe harvest hurt. Or,
again, westerns are not for Sunday
trade. Boxoffice 75 per cent
of normal. Played Sun.-Tues.
Weather: Fair and warm.—Ken
Christiansen. Roxy Theatre,
Washburn, N. D. Pop. 913.
COLUMBIA
Lawless Street, A (Col)—Randolph
Scott, Angela Lansbury,
Warner Anderson. Another good
Scott picture. Plenty of action,
love angle and in color. Teamed
with a Stooge comedy for a good
weekend program. Business above
average. Played Sat. Weather:
Nice.—D. W. Trisko, Runge Theatre,
Runge, Tex. Pop. 1,055.
Picnic (Col)—William Holden,
Kim Novak, Rosalind Russell.
For the first time this ssason
we opened on Sunday to nearly
capacity business, with Monday
and Tuesday nearly twice normal
business. Doubled with
"The Great Diamond Robbery"
(MGM). "Picnic" was primarily
responsible for the extra business
and while Columbia had
its share of the proceeds, they
were entitled to it. It has been
said before, but the picture is
the thing that makes the difference.
Played Sun.-Tues. —
Robert B. Tuttle, Sky Drive-In,
Adrian, Mich. Pop. 18,393.
METRO-GOLDWYN-MAYER
Bad Day at Black Rock (MGM)
—Spencer Tracy, Robert Ryan,
Anne Francis. We played this
feature last year and I questioned
the business it would draw, even
though I knew fall weather
hadn't helped it. To double it
with a musical. "Hit the Deck"
(MGM), didn't help, for musicals
lay nice musical eggs with us.
Business was just average, although
I personally think "Bad
Day" is a terrific picture. Played
Sun., Mon.—Robert B. Tuttle,
Skv Drive-In, Adrian, Mich. Pop.
18,393.
Billy the Kid (MGM)—Reissue.
Robert Taylor, Brian Donlevy,
Ian Hunter. An oldie that still
had some draw in it. The old
western formula that still appeals.
Business good. Played
Sat. Weather: Hot. — D. W.
Trisko, Runge Theatre, Runge,
Tex. Pop. 1,055.
Guy Named Joe, A (MGM)—
Reissue. Spencer Tracy, Irene
Dunne, Van Johnson. It's still a
good picture, but where did business
go? Played Sun., Mon.
Weather: Hot.—Lew Bray jr..
Queen Theatre, McAUen, Tex.
Pop. 26,000.
Honky Tonk (MGM)—Reissue.
Clark Gable, Lana Turner, Frank
Morgan. Another good oldtimer
that still had some life left. Did
about average, despite terrific
heat. Played Wed., Thurs.
Weather: Hot! Dry! — D. W.
Trisko, Runge Theatre, Runge,
Tex. Pop. 1,055.
Tender Trap, The (MGM)—
Frank Sinatra, Debbie Reynolds,
David Wayne. Doubled with Columbia's
"Drive a Crooked Road."
We did just about average business,
none of that extra sparkle
at the boxoffice. Played Sun.-
Tues.—Robert B. Tuttle, Sky
Drive-In, Adrian, Mich. Pop.
18,393.
Like a Good Cry
This is the kind of picture,
"Never Say Goodbye," that
will get the ladies away from
the television set, and they will
coax boy friends, husbands and
all the rest of the family to this
movie. Our patrons seem to
like a good cry. They got that
and more. A very good story,
plus good acting by all characters.
W. J. "BILL" HOFFMANN
Lyric Theatre
Farmington, Minn.
Trial (MGM) — Glenn Ford.
Dorothy McGuire, Arthur Kennedy.
Doubled with MGM's
"Diane." Because "Diane" was
the color picture we played it
first. However, it was "Trial"
that was the better picture from
my personal standpoint. Business
was about normal, with rain
killing the last day. Played Sun.-
Tues.—Robert B. Tuttle, Sky
Drive-In, Adrian, Mich. Pop.
18,393.
PARAMOUNT
Court Jester, The (Para)—
Danny Kaye, Glynis Johns, Basil
Rathbone. Doubled with "The
Leather Saint" (Para). Neither
Danny Kaye nor the boxing picture
could bring in our customers.
Percentage terms on films that
don't do business don't help you
one bit. Here is a bill where a
sliding scale might have helped,
as long as it slid in my direction.
Played Sun.-Tues. — Robert B.
Tuttle, Sky Drive-In, Adrian,
Mich. Pop. 18,393.
RKO RADIO
Appointment in Honduras
(RKO)—Glenn Ford, Ann Sheridan,
Zachary Scott. Nothing to
brag about. A hodgepodge of
"steaming" jungle, tall weeds,
slime, killing. Ugh! ! Played
Tues., Wed. Weather: Okay.—
Frank E. Sabin, Majestic Theatre,
Eureka, Mont. Pop. 929.
Tennessee's Partner (RKO)—
John Payne, Rhonda Fleming,
Ronald Reagan. Nothing to brag
about. It will please your "go
for anything" action bunch, but
that's all. Played Tues., Wed.—
Frank E. Sabin, Majestic Theatre,
Eureka, Mont. Pop. 929.
REPUBLIC
Come Next Spring (Rep)—Ann
Sheridan, Steve Cochran, Walter
Brennan. Arkansas in prohibition
days. A good down to earth
family picture that drew on word
of mouth advertising. Did about
average for this change. A lot
better than most of the so-called
XHIBITOR HAS HIS SAY
:g. lABOUT PICTURESi
super productions. Played Sun.-
Tues. Weather: Hot! Damp!—
D. W. Trisko, Runge Theatre,
Runge, Tex. Pop. 1,055.
Flame of the Islands (Rep)—
Yvonne DeCarlo, Zachary Scott,
Howard Duff. A beautiful color
show without enough of something
for our action change.
Business off. Played Sat.
Weather: Hot.—D. W. Trisko.
Runge Theatre, Runge, Tex. Pop.
1,055.
Last Command, The (Rep)—
Sterling Hayden, Anna Maria
Alberghettl, Richard Carlson.
Plenty of action, color and Texas
history to make this a good show.
Very good educational picture,
but people don't care to "get
learned" of late. They'd rather
have a good comedy, shoot-'emup
western or space job. Did
average business. Played Wed..
Thurs. Weather: Hot.—D. W.
Trisko, Runge Theatre, Runge,
Tex. Pop. 1,055.
Singing Guns (Rep)—Reissue.
Vaughn Monroe, Ella Raines,
Walter Brennan. A good western
reissue which pleased average
business. Played Fri., Sat.
Weather: Hot.—E. M. Freiburger,
Dewey Theatre, Dewey, Okla.
Song of Arizona (Rep) —Reissue.
Roy Rogers, Gabby Hayes,
Dale Evans. Well, now, buddies,
here is a swell Roy Rogers feature,
just right for part of the
Friday-Saturday double bill. This
one has several good songs by the
Sons of the Pioneers and, of
course, some by Roy. The kids
still love good old Gabby Hayes,
who, in this feature, operates the
Half-Chance Ranch for homeless
boys. Toward the last of it, there
is a fine Halloween number. If
you are looking for a show toward
the last of October, put this in.
You won't go wrong. Played Fri.,
Sat. Weather: Hot and fair.
I. Roche, Vernon Theatre, Vernon,
Fla. Pop. 610.
Timberjack (Rep) — Sterling
Hayden, Vera Ralston, David
Brian. Very well made northwoods
picture. Plenty of action
with some good comedy, music
and love angle. Color very good
with some exceptional scenery.
Business average due to a rain
about time to start the night
show. Played Sat. Weather:
Rain!—D. W. Trisko. Runge Theatre,
Runge, Tex. Pop. 1.055.
CENTURY-FOX
20th
Dakota Lil (20th-Fox)—Reissue.
George Montgomery, Rod
Cameron, Marie Windsor. Another
oldie with a fair boxoffice
kick left for our action day.
Print good. Business above average.
Played Sat. Weather:
Hot.—D. W. Trisko. Runge Theatre.
Runge, Tex. Pop. 1,055.
Carouse! (20th-Fox) — Gordon
MacRae, Shirley Jones, Cameron
Mitchell. Didn't see this, but
from boxoffice receipts guess we
were as well off on our trip as
being here. Print and focus pood.
Business below average. Played
Sun.-Tues. Weather: Hot!—D.
W. Trisko. Runge Theatre. Runge.
Tex. Pop. 1.055.
Girl in the Red Velvet Swing.
The (20th-Fox)—Joan Coilins.
Ray MlUand, Farley Granger. Excellent
houses for this very wellmade
drama that appealed to
p actlcally everybody. Excellent
story, well-acted and it moves
interestingly all the time. Highly
recommended for every type of
hou.se. Fox has an excellent star
in Joan Collins. 100 per cent comments.
She's a-s p.-etty as Elizabeth
Taylcr and a lot better actress.
Glad to see they gave
Parley Granger a better break.
Played Sun.-Tues. Weather: Cool.
—Dave S. Klein. Astra Theatre.
Kitwe-Nkana, Northern Rhodesia,
Africa.
Girl in the Red Velvet Swing,
The (20th-Foxi — Joan Collins.
Ray Milland, Farley Granger.
Doubled with "The Last Frontier"
(Col). We played the western
first—and we credit it with the
much better than average boxoffice
for the three-day stand.
Once again percentage terms
made certain that Columbia got
its due' share for bringing in the
customers. Played Wed. -Fri.
Robert B. Tuttle, Sky Drive-In,
Adrian, Mich. Pop. 18,393.
Left Hand of God, The (20th-
Fox)—Humphrey Bogart, Gene
Tierney, Lee J. Cobb. Very good
houses for this very good film.
Excellent comments all around.
Only people it disappointed were
the cowboys who came to see
Bogart fist his way through more
troubies. Actually, it was a
plea.=ant surprise to most to see
Bogart ?o quiet and doing a bit
cf good acting for a change.
Recommended for every type of
house. Story, title, stars are all
here to help. Played Wed, -Sat.
Weather: Cool—Dave S. Klein.
Astra Theatre, Kitwe-Nkana,
Northern Rhodesia, Africa.
Magnificent Matador, The
(20th-Fox) — Maureen O'Hara,
Anthony Quinn. Manuel Rojas.
The matador might have been
magnificent, but boxoffice receipts
weren't. Played Sun., Mon.
Weather: Trying to rain.—Lew
Bray jr., Queen Theatre, McAllen,
Tex. Pop. 26,000.
Man in the Gray Flannel Suit,
The
(20th-Fox) —Gregory Peck,
Jennifer Jones, Fredric March.
Brought out much favorable
comment and more than average
number of patrons, despite other
attractions in the community.
Played Sun., Mon. Weather:
Good.—Elaine S. George, Star
Theatre. Heppner. Ore. Pop. 1,648.
Put 'Em in Mood
Played "Many Rivers to
Cross," and this cross between
"Davy Crockett" and "Seven
Brides for Seven Brothers,"
without singing, left my customers
in the mood they should
be in, and almost did the same
for me, despite dry weather
and temperatures cooled off to
102 degrees.
LEW BRAY JR.
Queen Theatre
Mc.^llcn, Tex.
Mohawk (20th-Fox) — Scott
Brady. Rita Gam. Neville Brand.
Doubled with "The Deep Blue
Sea" (20th-Fox). Because of the
(Continued on following page)
BOXOFFICE BookinGuide : : Sept. 15, 1956 11

-
-
'"^
EXHIBITOR HAS HIS SAY
(Coiulnued fiuin preceding page)
Impetus the previews on this picture
got from our holiday business,
and because these films
were boUi first run for our area,
business opened strongly, and
while the second two days
weren't "sockdolagers." they were
good enough to keep me smiling.
Played Sun.-Tues. — Robert B.
Tuttie. Skv Drive-In, Adrian.
Mich. Pop. 18.393.
Seven Cities of Gold ^20th-Fox)
—Kichard Egan. Anthony Quinn.
Michael Rennie. Not bad at all.
SKO for the fir.>it night, but no
firework-s the other evenings. I
failed to see why they did not fill
this one. a.s it's good entertainment.
Cast capable, title intriguing
with lots of action. Only
thing I can think of. they thought
another costume drama. Played
it
Sun.-Tues. Weather: Cold.—Dave
S. Klein. Astra Theatre, Kitwe-
Nkana, Northern Rhodesia, Africa.
TaU Men, The (20th-Pox)—
Clark Gable. Jane Russell, Robert
Ryan. A mighty good one from
Fox. which pulled just a little
above average, thus enabling me
to reach tJie break-even point.
Except for a few corny spots, this
Will do okay. Played Sun., Mon.
Weather: Hot!—I. Roche, Vernon
Theatre. 'Vernon, Fla. Pop. 610.
View From Pompey's Head,
The i20th-Fox)—Richard Egan,
Dana Wynter, Cameron Mitchell.
A very good story about a New
York attorney being sent to the
town where he was raised and
the stirring up of an old romance.
Complications arise, but eventually
straighten out. Business
average. Played Wed., Thurs.
Weather: Hot.—D. W. Trisko,
Runge Theatre. Runge, Tex. Pop.
1,055.
UNITED ARTISTS
Heidi and Peter (UA)—Elsbeth
Sigmund, Thomas Klameth,
Heinrich Gretler. The kids
swamped me at the first show.
Adults were plentiful. Good
family fare. Generally well
liked. Played Fri.-Sun.—Frank
E. Sabin, Majestic Theatre,
Eureka. Mont. Pop. 929.
Top Gun (UA)—Sterling Hayden.
William Bishop, Karen
Booth. Corny mesquiter. Okay
for double bill. Played Thurs.
Sat. Weather: Hot.—Lew Bray
Jr., Queen Theatre, McAllen,
Tex. Pop. 26,000.
A Lot of Business
A mighty entertaining picture,
"The Private War of
Major Benson." A good family
picture. Sure, I know you've all
shown it, but it's new in Eureka
and it did a lot of business.
Majestic Theatre
Eureka, Mont.
FR.WK E. SABIN
Vera Cniz (UA)—Gary Cooper,
Burt Lancaster. Denise Darcel.
Sorry to differ from the reports
I read in EHHS about this picture.
Beautiful color and an outstanding
picture on the screen.
But story? No! Too much of a
slaughter-house. Hundreds of
people lo.se their lives. At one
time, it looked as though there
would not be enough people left
to finish the picture. The cast
is good, but the picture is too
fantastic. Business average.
Played Fri.. Sat. Weather: Good.
—P. L. Murray. Strand Theatre.
Spiritwood. Sask. Pop. 355.
UNiVERSAL-INTERNAT'L
Backlash (U-D—Richard Widmark.
Donna Reed. John Mc-
Intire. A very good western with
plenty of action. A very good
story with some nice scenery.
Business average this change.
Played Sun.-Tues. Weather:
Rain.—D. W. Trisko, Runge Theatre,
Runge, Tex. Pop. 1,055.
Benny Goodman Story, The
lU-Ii —Steve Allen. Donna Roed,
Berta Gersten. Here is a fine
musical in color, but business was
Just fair. Nothing seems to draw
any more. It looks like our business
is a dead dog. Played Sun.,
Mon. Weather: Hot.—E. M. Freiburger,
Dewey Theatre, Dewey,
Okla.
Creature Walks Among Us,
The (U-D—Jeff Mon-ow, Rex
Reason. Leigh Snowden. The
Creature had its draw, despite
the fact U-I pulled it on us about
a month previous and ruined the
main draw, as the Mexican trade
had mostly left by the time we
got it. Drew only average.
Played Wed.. Thurs. Weather:
Hot.—D. W. Trisko, Rimge Theatre.
Runge, Tex. Pop. 1,055.
To Hell and Back (U-D—Audie
Murphy, Marshall Thompson,
Charles Drake. Played this late
to fair business. It is an excellent
action picture. Played Sun., Mon.
Weather: Hot.—E. M. Freiburger,
Dewey Theatre, Dewey, Okla.
WARNER BROS.
Hell on Frisco Bay (WB)—Alan
Ladd, Edward G. Robinson, Joanne
Dru. A hell of a title for
a good crime story with Ladd.
The original title was much
better. Used Ladd's letter to promote
this, but still mighty weak
at boxoffice. A good picture, cast,
etc., but we could not overcome
the title. Business 80 per cent of
Ladd standard. Played Thurs.
Sat. Weather: Hot.—Ken Chrisianson,
Roxy Theatre, Washburn,
N. D. Pop. 913.
King Richard and the Crusaders
(WB)—Rex Harrison, 'Virginia
Mayo, George Sanders. Poor
King Richard! He really got
"racked" in this film. Had nothing
to do with Crusaders! Maybe
we just got it too late. Barely
got by. Played Wed.. Thurs.
Weather: Rainy.—A. Madril, La
Plaza Theatre, Antonito, Colo.
Pop. 1.255.
MISCELLANEOUS
Pride of the Bowery (Tower)—
Reissue. Leo Gorcey, Bobby Jorran.
Donald Haines. This is an
oldie with whiskers which I
doubled with "Bad Day at Black
Rock." What a house-packedfull-of-kids
bread and butter
Sunday this would have brought
me not too many moon ago. But
not this time. Played Thurs. -Sat.
Weather; Hotter'n Houston.—Lew
Bray jr.. Queen Theatre, McAllen,
Tex. Pop. 26,000.
Paramount
SHORT SUBJECT REVIEWS
Swab the Duck
(Noveltoon) 6 Mins.
Good. A greedy fox visualizes Baby Huey, the awkward duck, as
a dinner and dons the disguise of a pirate. It tries various trickeries
aboard a "pirate" ship, but all of them boomerang so that Huey
emerges as a hero to his fellow ducks.
KKO
Aqua Babes
(Sportscope)
9 Mins.
Good. Women particularly will love this film showing children
leai'ning to swim under the expert guidance of Lissa Bengston.
Swedi-sh instructor, in a California pool. She's a strict teacher but
the three and four-year-old children don't mind. The result is
safety in sw'imming and a lifetime of fun in the water.
RKO
Emergency Doctor
(Screenliner) 8 Mins.
Good. This centers on the way in which ambulance doctors
perform emergency duties. Theirs is usually a race with death
calling for expert first aid while speeding to the hospital. There
is also sometimes a happy mission involving a newly born baby
when the ambulance wins its race with the stork.
BKO
In the Bag
(Walt Disney Cartoon) 8 Mins.
Very good. An amusing story about a cluttered-up national
park, a forest ranger and a group of bears, including Humphrey,
who are tricked by the ranger into picking up the pieces of paper.
Discovering they have been tricked, they dump their bags in
Humphrey's section. Poor Humphrey collects the papers and
throws them into a dormant geyser which promptly explodes
them all over the lot again. It's good fun with a deftly handled
moral.
RKO
The Law and the Lab
(Screenliner) 8 Mins.
Good. An interesting exposition of the application of modern
science in apprehending criminals. Police are shown working in
their laboratory on evidence such as a foot print or single strand
of hair, and coming up with the solution of what had been a
baffling mystery.
Univ.-Infl
Calling All Cuckoos
(Walter Lantz Cartune)
6 Mins.
Good. One of the best of the Woody Woodpecker cartoons in
Technicolor. A fat little German clockmaker needs a cuckoo to
complete his latest clock and Woody decides to have some fun
with him. Woody manages to rouse a big bear who takes it out
on the clockmaker and, finally, the bird gets into the shop and
creates bedlam with all the clocks cuckoo-ing at the same time.
Univ.-Int'l
Mirth and Melody
(Musical Featurette) 15 Mins.
Good. A lively musical short, with the name value of Guy
Mitchell, popular recording star, for the marquee, this will entertain
most audiences. Mitchell acts as master-of-ceremonies while
introducing The Four- Freshmen, who sing "Day by Day." and
Dolores Hawkins, who warbles "'The Nearness of You" and "For
You My Love," before he sings two of his best-known numbers,
"She Wears Red Feathers" and "Feet Up, Pat Him on the Po-Po."
Univ.-Int'l
Screwball Sports
(Variety View)
9 Mins.
Fair. Produced by Dudley Pictures Co., this is composed mainly
of stock shots of sports which are out of the ordinary, including
sail planes water skiing in Puerto Rico while being towed by a
jeep, playing golf at the Morro Castle course, where the players
often drive right into the ocean, gondola jousting in France, and,
finally and best of all, pyramid climbing in Egypt.
/'
(d
12 BOXOFFICE BookinGuide : : Sept. 15, 1956

MGM
An interpretive anolysJs of loy and trodcpross reviews. The plus and minus ilgns indicate
degree of merit. Listings cover current reviews, updated regularly. This deportment serves
olso as on ALPHABETICAL INDEX to fcottirc releases. Symbol U denotes BOXOFFICE
Blue Ribbon Award Winner. Photography: O Color; c CinomaScope; tV VistoVision; s Superscope;
Hi Naturama. For listings by company, '- *^* the — irder -**- -« of ..»i»-.. release, see Feature Chart.
Review digest
AND ALPHABETICAL INuEX
H Very Good; + Good; — Fair; — Po Very Poor. In the summory H is rated 2 pluses, — as 2 minuses.
1985 ©Abdullah's Harem (88) Com.-Dr..20-Fox 6-23-56 +
I
1958 ©Alexander the Great (141) © Drama. UA 4- 7-56 ff
186SOAIIThat Heaven Allows (89) Drama. U-l 10-29-55 ft
2006©Amazon Trader, The (42) Doc WB 8-25-56 ff
1998 ©Ambassador's Daughter, The
(102) gi Comedy-Drama UA 8- 4-56 +
1965©Animal World. The (82) Doc WB 4-21-56 +
1916 ©Anything Goes (108) ® Musical. .Para 1-21-56 ff
1857 ©Apache Woman (S3) Western AlP 10-15-55 *
1875 ©Artists and Models (109) i.* Com.. .Para 11-12-55 +
1994 As Long as You're Near Me (101) Dr..WB 7-21-56 *
1891 ©At Gunpoint (90) © Western AA 12-10-55 +
1963 Autumn Leaves (108) Drama Col 4-21-56 ±
1973 Away All Boats (114) xV Diama U-l 5-19-56 ff
—B—
1941 ©Backlash (84) Western U-l 3- 3-56 +
2007 Back From Eternity (98) Drama RKO 9- 1-56 +
1996 Bad Seed, The (127) Drama WB 7-28-56 ff
2004 CBandido (91) ig- Adventure UA 8-18-56 ff
1931 Battle Stations (81) Drama Col 2-18-56*
2005 ©Beast of Hollow Mountain, The
(80) © Western Horror-Drama UA 8-25-56 +
1986 Behind the High Wall (85) Drama. U-l 6-23-56 +
1 )Benny Goodman Story (116) Mus..U-l 12-17-55
19W Bnow.ini Junction (108) © Dr...MGM
ff
5- 5-56 ff
1956 ©Birds and the Bees (95) (? Com... Para 3-31-56 +
1958 Blackjack Ketchum. Desperado
(76) Western Col 4- 7-56 *
1984Black Sleep. The (S3) Horror UA 6-16-56 +
1876 Bobby Ware Is Missing (66) Drama... AA 11-12-55 *
1953 Bold and the Brave (90) ® Drama.. RKO 3-24-56 +
2006 Boss. The (87) Drama UA 8-25-55 ff
1923 ©Bottom of the Bottle (88) © Dr.. 20- Fox 2- 4-56 +
1942 Brain Machine. The (72) Drama RKO 3- 3-56 *
1930 Broken Star. The (82) Western UA 2-11-56 +
1998 ©Burning Hills, The (94) © W'n WB 8- 4-56 +
2003©Bus Stop (96) © Com.-Dr. . .20th-Fox 8-18-56 ft
—C—
2001 ©Canyon River (80) © Western AA 8-11-56*
1936 t>©Carousel (127) ©55 Dr./H..20-Fox 2-25-56 ff
1920 Cash on Delivery (82) Farce RKO 1-28-56 +
1968 Catered Affair, The (93) Com.-Dr.. . 4-28-56 +
1934 ©Cockleshell Heroes (97) © Drama.. Col 2-18-56 ff
1945 ©Comanche (87) © Outdoor UA 3-10-56 +
1925©Come Next Spring (92) Drama Rep 2- 4-56 ff
1933 Come On, The (82) (I^ Drama AA 2-18-56 ff
1983 ©Congo Crossing (83) Adventure U-l 6-16-56*
1940 ©Conqueror, The (111) © Drama.. RKO 3- 3-56 ft
1925 ©Court Jester, The (101) ® Com... Para 2- 4-56 ff
1849 Court Martial (105) Drama Kingsley 10- 1-55 +
1890©Court-Martial of Billy Mitchell, The
(100) © Drama WB 12-10-55 +
1947 Creature Walks Among Us, The
(78) Science-Fiction U-l 3-17-56 +
1961 Creeping Unknown, The (79) Sc.-F..UA 4-14-56 +
1945 Crime Against Joe (69) Mystery UA 3-10-56*
1962 Crime in the Streets (91) Drama AA 4-14-56 +
1882 Crooked Web, The (77) Melodrama. . .Col 11-26-55 *
19B7 Crowded Paradise (93) Melodrama. .Tudor 6-30-56 +
2004Cry in the Night, A (75) Suspense. WB 8-18-56 ±
—D
199S©Dakota Incident (88) Western Rep 8-4-56+ +
1994 ©Davy Crockett and the River Pirates
(81) Adventure BV 7-21-56 + *
1962 ©Day o1 Fury, A (78) Western U-l 4-14-56 + +
1910 Day the World Ended
(80) (S) Science-Fiction AlP 1-7-56:1: ±
1977 OD- Day the Sixth of June
(106) & Drama 20th-Fox 6- 2-56 ff -ff
1852 ©Deep Blue Sea (99) © Drama. 20th- Fox 10- 1-55 + +
1842 Desperate Hours, The (112) ® Or... Para 9-17-55 ff ff
1901ODiane (110) © Costume-Drama. MGM 12-24-55+ +
1937 ©Doctor at Sea (92) ® Comedy Rep 2-25-56 ±. *
1981 Dynamiters, The (74) Mystery Astor 6- 9-56 *
—E—
^1977 Earth vs. the Flying Saucers
(82) Science-Fiction Col 6-2-56+ +
Edge Drama
' 1728 of Hell (78)
as (Reviewed "Tender Hearts") ... U-l 2-26-56 i: *
1979 00Eddy Duchin Story. The
(123) © Drama With Music Col 6- 9-56 ff
Emergency Hospital (62) Drama UA 3-24-56+
ff
*
1954
—F—
1986 Fastest Gun Alive (90) Western MGM 6-23-56 + +
1991 Fear (82) Drama Astor
1983FltMir| Chance, The (70) Artiin Rep
7-14-56 +
6-X6-56 *
:^,i.Sl|a!jj.i
+ * + - * 5+3-
ff + ff + ft tf 12+
ff ff ff ff i: + 12+1-
+ + + ff 7+
+ -f ff ff ff ff 11+
+
- = i S I I Hill l,ll|itl; i
1984 OFirsl Texan, The (S2) © Western ..AA 6-16-56 ft + * * H i 9+4—
2004 OFirst Traveling Saleslady, The
— — (92) Comedy-Drama RKO 8-18-56- ± + 2+4—
1897 0Flame of the Islands (90) Drama.. Rep 12-17-55 + S: * * + S: — 6+5—
1844 OFootsteps in the Foo (90) Drama. ..Col 9-17-55 + ±. - + + ^ ± 7+3—
1949 OForbidden Planet (98) ©Sc.-F.MGM 3-17-56 H + + ± t+ + - *+2-
1975 ©Foreion Intrigue (100) Drama UA 5-26-56+ — + ± + 5+3-
1928 ©Forever Darling (96) Comedy MGM 2-11-56+ - - * ft + t+ 7+3-
1989 Francis in the Haunted House
(80) Comedy U-l 7-7-56+ ±
1913 Fury at Gunsight Pass (68) Western. .Col 1-14-56+
+
+
+
+
+
+ ff
±
^
- 6+3—
— 7+2—
1955 ©Gaby (97) © Drama MGM 3-31-56+ + + + ft ff ff 10+
2009 Girls in Prison (87) Melodrama .. .AlP 9- 8-56 i 141—
1897 Ghost Town (75) Western UA 12-17-55 + i: + + + 6+2-
1913 ©Glory (99) (f) Drama RKO 1-14-56+ + + + + ft 7+
1971 Godzilla. King of the Monsters
(80) Horror-Drama Embassy 5-21-56+ S: ± + — — 4+4—
1878 {J©Good Morning, Miss Dove
(107) © Drama 201h-Fox 11-19-55 12+
+ ff ff + ++ ff
1957 Goodbye, My Lady (91) Drama WB 4- 7-56 ff + + + + ft
H
+ 9+
1973 ©Great Day in the Morning
(92) © Hist. Western Drama... RKO 5-19-56+ + ± + + + ± 7+2-
1976 ©Great Locomotive Chase, Tlie
(85) © Historical Spy Drama BV 5-26-56 + i: ± ff + ff ff l

REVIEW DIGEST Very Good; Good; — Foir; — Poor; — Very Poor. In the summary H is rated 2 pluses, — cs 2 minuses.
1 Willi
O XOC U.
1 XE

Opinions on Current Productions
^EATURE REVIEWS
Symbol O denotes color photography; © i> CinemoScope; ® VhfoVljlon; ig) Superscope. For jfory synopiii on eoch picture, «ce revarM tide.
Bigger Than Lite F ^Z To
20th-Fox (620-5) 95 Minutes Rel. Aug. '56
An absorbing, almost startling, melodrama showing the
evil effects of the misuse of so-called "wonder drugs," this
is strong fare which will benefit from the controversy in
the drug industry about its truthfulness. James Mason, who
produced the film, gives a strilcing portrayal of a victim of
over-doses of cortisone, supplies the marquee draw which
should result in good business generally. Much of the story
is grim and unpleasant, but director Nicholas Ray makes
the mental and physical collapse of the chief character into
a powerful and realistic climax—even if it is somewhat
unbelievable that a father would attempt to murder the son
he loves. The hopeful happy ending seems like an anticlimax.
Barbara Rush gives her best screen performance to
date as Mason's troubled w-ife and young Christopher Olsen,
who is natural and convincing as the couple's nine-year-old
son. and Walter Matthau, as the family friend who prevents
a tragic denouement, contribute strong support. There are
no lighter moments in the film, which is based on an article
by Berton Rouche which appeared in The New Yorker.
Cinemascope and De Luxe Color are excellent, but add little
to a film dealing with a personal tragedy.
James Mason, Barbara Rush, Walter Matthau, Christopher
Olsen, Robert Simon, Roland Winters.
Beyond a Reasonable Doubt F
Ratio:
Drama
1.85-1
RKO (702) 80 Minutes Rel. Sept. 26, '56
Any spectator who sits through this crime drama may
experience the same reactions of a man who struggles
through an entire meal of unseasoned mush to be pleasantly
surprised by a delectable and exciting dessert. It's one of
those stones that within the first five minutes of telling
telegraphs, or at least appears to, everything that is to be
expected; only to come through with a surprise ending that
—
is a demonstration of admirable, away-from-formula plotting.
Whether this unexpected climax will prove sufficiently
satisfying to compensate for the dull, dialog-laden, actionless
,,,jj J
footage that precedes it will depend upon individual opinions
as to what constitutes good entertainment. One thing is
certain—anyone who happens to first catch the last ten
minutes of the feature is very apt to find decidedly uninteresting
the preceding, subsequently-ssen sequences. Some
lift, particularly for the boys in the balcony, is accorded the
offering because many of the scenes are staged in honkytonk
niteries which permits the interpolation of a few
grinds and bumps, and a hint of strip teasing. Performances
are adequate under the direction of Fritz Lang. Bert Friedlob
produced.
Dana Andrews, Joan Fontaine, Sidney Blackmer, Philip
Bourneuf, Shepperd Strudwick, Arthur Franz.
The Gamma People
Columbia (111) 79 Minutes
A
Ratio:
1.851
Rel.-
Credit this Warwick film, produced at the Elstree Studios
near London, with moments of excitement when the action
centers around a band of weird characters turned into
moronic killers by a scientist when the scientist aims
deadly gamma rays at two newspapermen who know too
much. Debit the film with an utterly fantastic story that
could have been written back in the Victorian era except
for the refinement of modern electronic machines. Its appeal
is limited to teenagers and other readers of pseudo sciencefiction,
and the plot doesn't always move smoothly. That
relegates it to the lower half of a double bill. On the credit
side, again, is the presence in the hero role of Paul Douglas,
whose name has marquee value. He is ably supported by
lovely Eva Bartok, who, besides appearing in some American
art houses, has been featured here on magazine covers.
Less able is the work of Leslie Phillips as an English news
„ photographer. His attempts at comedy relief fall flat. Louis
*' ^ Pollock wrote the original story. John Gossage produced
, and John Gilling directed, and together they wrote the
screenplay.
Paul Doui:las, Eva Bartok, Leslie Phillips, Walter Rilla,
Philip Leaver, Martin Miller, Michael Caridia.
The Power and the Prize F rJs'i "T
MGM (703) 98 Minutes Rel. Oct. 12, '56
The first feature in black-and-white Cinemascope to reach
release is a compelling drama dealing with international
big business and with displaced Europeans. Robert Taylor
contributes the marquee draw but it is Elisabeth Mueller,
Continental actress who is ideally cast in her f;rst American
film and who attracts the most attention— to the extent
that the audiences will be watching for her next picture.
Based on a book by Howard Swiggett. the "power" of the
title refers to Burl Ives, playing a ruthless American metals
magnate, while the "prize" is the beautiful refugee widow
who makes a young American executive change his unethical
business tactics. As directed by Henry Koster, the picture
Is replete with strong melodramatic scenes and stirring romantic
gives his moments between Taylor, who customary
solid portrayal, and the beautiful Mueller. Miss The cast
is studded with fine character players, including Ives, who
is a shrewd and massive fieire as the president of Allied
Metals; Sir Cedric Hardwicke, as a British businessman;
Mary Astor, who has one tremendou.«ly moving scene, and
Charles Coburn, in a shadowy part. Produced by Nicholas
Nayfack. George J. Folsey's photography is excellent as is
the Bronislau Kaper musical score.
Robert Taylor, Elisabeth Mueller, Burl Ives, Charles
Coburn, Mary Astor, Sir Cedric Hardwicke.
Attack!
Ratio:
1.85-
War
Drama
United Artists (5640) 106 Minutes Rel. Oct. "56
One of the most powerful war pictures in recent years,
this is truly a "blood and guts" drama with little relieving
humor and no romantic interest whatsoever. Strong fare for
the males and the action-minded fans, it has only Jack
Palance's popularity to attract feminine patrons. Produced
and directed by Robert Aldrich from the Broadway play
"Fragile Fox" (a more provocative title), the story holds the
spectator fascinated throughout with either excitement or
suspense in almost every scene. Palance Is little short of
superb as an heroic and vengeful squad lieutenant and
Eddie Albert is equally fine as a weak and cowardly captainoff-beat
casting for the portrayer of smpathetic roles. Lee
Marvin and Robert Strauss also stand out but it is two
newcomers, William Smithers, as the likable young hero,
and Jimmy Goodwin, who gets the biggest laugh of the
picture and also has a moving death scene, who will be
long remembered by most audiences. The striking blackand-white
photography and the modern, pounding musical
score by Frank deVol rate special mention. While the picture
plays up the ugly side of war, it can be exploited as
another "All Quiet on the Western Front."
Jack Palance, Eddie Albert, Lee Marvin, William
Smithers, Robert Strauss, Barry Ebsen, Jimmy Goodwin.
Gun Brothers
United Artists (5638) 79 Minutes
Ratio:
1.85-1
Wes
Rel. Sept. '56
One of the better program westerns, this has action
aplenty plus the marquee draw of Buster Crabbe, former
swimming champion and screen star who has been making
a comeback on TV. and Neville Brand, who came to the
fore in "Riot in Cell Block 11" in 1954. Produced and
directed by Sidney Salkow on a modest budget, the picture
should do well enough wherever action fare is favored. With
Ann Robin.son supplying more than the usual amount of
feminine interest, it will also satisfy as a supporting dualler
generally. The story by Ger.Tld Drayson Adams (he also
wrote the screenplay with Richard Schayer) is based on
the familiar situation of a straightforward Army man being
unaware that his brother has become a notorious cattle
rustler—although the audience knows it from the start.
The suspense stems from the uncertainty as to whether
the devoted brothers will fall out and the picture ends
with the outlaw saving the other's life and then dying In
his arms for a too-sentimental finish. Lita Milan contributes
some allure as a vengeful Indian maiden and Michael Ansara
is effective as a dastardly half-breed. This Is almost like a
good old silent western—but with talk added.
Buster Crabbe, Ann Robinson, Neville Brand. Michael
Ansara, Lita Milan, Walter Sande, Roy Barcroft.
The reviews on these pogei moy be filed lor future reference In ony of the followinq woys: (1 *"J'"l'l°"^°'^*'l'"'''"^
the BOXOFFICE PICTURE
loose-lcof binder; (2) Individuolly, by compony, in ony ttandord 3x5 cord index tile; or (3) In
GUIDE three-ring, pocket-size binder. The letter. Including o year's supply
laay be obtoin«d from Asseeialed Publicotiont, 825 Von Brunt Blvd., Kansos City 24, Mo.,
2012 BOXOFFICE BookinGuide
Bept. IS. 1S5« 2011

FEATURE REVIEWS Story Synopsis, Exploitips; Adiines for Newspaper and Programs j

IRAl'ES: ISc per word, minimum Sl.bO, cash with copy. Four consecutive insertions lor price
'ol 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. •
POSITIONS WANTED
ifctionist.
liont'st.
rt'feronces

"traffic doesn't jump by itself.
IT TAKES A MIRACLE !
mI^cu
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19-20-40-41-42
'Prices quoted a'e f.o.b. Grinne'l. lo
EQUIPMENT
CO