Boxoffice-November.03.1956

NOVEMBER 3, 1956
/ke
miu e^ me m&&9fv r^ctuM ynoLi^
Styling aimed to best promote its role in a fast-growing community shopping center in Memphis
was utilized for the newly opened 1,000-seat Northgote Theotre. The Northgate, under lease
to veteran exhibitor Augustine Cianciolo, is located in a building which also houses a
large community hall, with adjoining meeting rooms, and a public library. The theatre has
porte-cochere at its entrance to allow autos to discharge patrons at the entrance in rainy
weather. The 50-foot attraction board is aimed to identify the theatre from on adjoining highway.
IN THIS ISSUE:
ered as second-class motter ot the Post Office of Kansas
y. Mo. Published weekly by Associated PublicotiorK,
!ar\ Brunt Blvd., Kansos City, Mo. Subscription rates
"3l Edition, S3.00 per yeor; Notional Edition, $7.50
NATIONAL EXECUTIVE EDITION
Includinj the SKtIonal News Page! of All Editioni
©PIRN
TMiATEi
SECTION,

MOST JOYOUS EVENT!
From now on you'll hear about it
often!

.
M-G-M BRINGS ALL THE HILARIOUS FUN
OF THE STAGE HIT TO THE SCREEN!
as that rascal Sakini
GIEKN lORD
as eager beaver Capt. Fisby .
MacHOTo Kro
as geisha girl Lotus Blossom-m-m
The Teahouse
q£ ike Airgtr$tiVLooB
in
CINEMASCOPE and METROCOLOR
co-starring
EDDIE ALBERT
with
"^^^^ -
PAUL FORD • JUN NEGAMI • NIJIKO KIYOKAWA • MITSUKO SAWAMURA
Ilk
A
I I PAXDIOl^
Screen Play by uUn ill F M I
Based on a Book by VERN J SNEIDER
!\lv/l\
* and the piay by john Patrick
Directed by DANIEL MANN' Produced by JACK CUMM I
NGS ' An M-G-M picture
(Available in Magnetic Stereophonic, Perspecta Stereophonic or 1-Channel Sound)

THIS IS
-V
\
BBfy^^'^tei^

COMING
FROM
ELIA
KAZAN
AND
TENNESSEE
AND
WARNER
BROS.
r*
'it
WEDNESDAY
N0V.14
THE
%\
TRADE
SHOW
See page 37
for times
and places of
showings.
iK.
/f
.„.AV

ROXY
NEXT ATTRACTION!
anastasia
dlNEMaScOPC •
starring
INGRID BERGMAN
COLOR by DE LUXE
YUL BRYNNER • HELEN HAYES
PARAMOUNT
NOVEMBER 15th!
tove me tender
CINemaScoP^
starring RICHARD EGAN • DEBRA PAGET
and introducing
ELVIS PRESLEY
MAYFAIR
NOVEMBER 2nd!
RODGERS and HAMMERSTEIH present
oUtahotnal
CINemaScoP^
starring
GORDON MacRAE • GLORIA GRAHAME
SHIRLEY JONES • GENE NELSON
CHARLOHE GREENWOOD • EDDIE ALBERT
JAMES WHITMORE- ROD STEIGER
Color by TECHNICOLOR • A Magna Production
GLOBE
NOVEMBER 16th!
teenage rebel
CINemaScoP^
starring GINGER ROGERS • MICHAEL RENNIE
introducing ttiree stars of tomorrow
BEHY LOU KEIM • WARREN BERLINGER • DIANE JERGENS
LOEWS STATE
NOW!
between heaven
and hell
OINEMaScOPC • COLOR by DELUXE
starring ROBERT WAGNER • TERRY MOORE
BRODERICK CRAWFORD
VICTORIA
4 WEEKS ON BROADWAY!
the best things
in life are free
QINEMaScOP^ -color by DELUXE
starring GORDON MacRAE • DAN DAILEY
ERNEST BORGNINE-SHEREE NORTH

—
THE NATIONAL FILM WEEKLY
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BEN
SHLYEN
Editor-in-Chief and Publisher
DONALD M. MERSEREAU. .Associate
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AL STEEN Eostern Editor
IVAN SPEAR Western Editor
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MORRIS SCHLOZMAN. Business Mgr.
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FOX BUYS INTO TV NETWORK;
MAKES 390 FEATURES AVAILABLE
Company Gets 50 Per Cent
Of NTA; Also to Produce
Films for the Net
NEW YORK—Ai-rangements have been
completed between National Television Associates
and 20th Century-Fox whereby
Fox grants exclusive television rights to
NTA of up to 390 pre- 1948 productions for
minimum payments approximating $30,-
000,0000.
Ely Landau, NTA president, and Spyros
Skouras, president of 20th Century-Fox, revealed
Thursday (1) that the film company
has become a co-owner of the newly
created NTA film network, a subsidiary of
NTA, via the acquisition of a 50 per cent
stock interest.
T'he network began operations on October
15 with more than 100 affiliated stations
throughout the U. S. and its possessions,
showing films exclusively.
TO GET 156 FILMS NOW
NTA Will acquire immediately the TV distribution
rights to 156 feature length films
from Fox. The initial films will be delivered
to NTA in two groups of 78 pictures each
on an annual basis.
The agreement also gives 20th-Fox the
right to sell NTA three subsequent groups of
78 pictures each, totaling 234 features during
the following three years, for a minimum
license fee of $5,850,000 for each group and
a participation in the gross receipts over and
above a specified amount.
The alliance between NTA and 20th-Fox
will have far-reaching implications in the
television field. Landau said. Besides the huge
number of top quality pictures being made
available to television, it is expected that the
full weight of the film studio will be thrown
behind NTA and the NTA film network.
Twentieth-Fox has undertaken to produce
the initial episodes of four new television
series not later than next March. Irving
Asher, head of TCF-TV productions, the
company's TV subsidiary, will be in charge.
52 TO NTA EARLIER
Earlier this year Fox released a group of
52 pictures to NTA for exclusive television
distribution.
It was the first group of featiu-es
to be made available directly by the company
to a television film distributor. The mergency
of 20th-Fox as a substantial partner in the
new NTA film network adds new meaning to
the television concept of tomorrow. Landau
said. This new alliance will make it possible
for the NTA film network, during its initial
and formative period, to draw upon the vast
background of production know-how of the
company.
The negotiations, which were held over a
period of more than four months, were conducted
between Skouras, William Michel,
executive vice-president; Otto Koegel, chief
countel; Donald Henderson, secretary-treasurer;
and William Gehrlng, vice-president,
representing Fox, and Landau, Oliver Unger,
executive vice-president of NTA; Harold
Hollywood Golden Jubilee
As 1957 Public
NEW YORK—All of the business building
projects of the major companies may be
grouped into one great industry celebration
next year under the title of the Hollywood
Golden Jubilee celebrating the 50th anniversary
of the first Hollywood production.
The business building coordinating committee
of the Motion Picture Ass'n of America
which met Thursday (1) looked favorably on
the proposal, advanced by studio advertising
and publicity heads, and expects further suggestions
from the coast within a week.
Roger Lewis of United Artists, Paul Lazarus
jr. of Columbia and Robert Taplinger of
Warner Bros., reported on the conferences
with the coast advertising-publicity heads.
They felt that much had been accomplished
despite early reports of friction.
It was decided that the Oscar sweepstakes
project, which would take the form of guessing
for prizes the winners of Academy
Awards, should go back to the subcommittee
headed by Al Tamarin of United Artists for
further development.
Goldman, NTA vice-president in charge of
sales; and Charles Feldman, head of Famous
Artists.
Officers of the network are Landau, president,
Unger, Goldman and Edythe Rein, a
vice-president. It is understood Fox will have
the right to appoint two members to the
board of directors of NTA film network.
Among the pictures in the deal are Laura,
Mr. Belvedere Goes to College, Captain from
Castile, A Letter to Three Wives, Forever
Amber, A Bell for Adano and many others.
Deal Should Prove Beneficial
To Theatres, Skouras Says
NEW YORK—In commenting on the NTA-
Fox setup, Spyros Skouras emphasized that
MPAA Making an Effort
To Cut Film Ad Credits
New York—^Barney Balaban, president
of Paramount, and Gilbert Golden, advertising
head of Warner Bros., will leave
soon for the coast to try to reduce the
number of cast and production credits
demanded in newspaper advertising of
motion pictures. The decision to take this
action was made at a meeting of the
MPAA committee studjing an over-all
program to stimulate theatre attendance
Thursday (1).
Criticism of the amount of space required
for credits in film advertising has
come from a number of sources in recent
months, particularly from exhibitors.
Looms
Relations Project
The field trip project through which newspaper
editors will be told about the industry,
may be expanded to include editors in key
European cities, it was reported. Regional
meetings in the U. S. will be used to build
up the jubilee project.
Meanwhile, in Hollywood tentative approval
was given by a committee of studio
executives to the Golden Jubilee.
Ronald Reagan, president of the Motion
Picture Industry Council, and Lou Greenspan,
executive secretary, attended the meeting to
toss in some of their organization's beliefs
as to what should be done to implement the
Industrywide venture. Studio executives who
were present included Y. Frank FYeeman,
Paramount; Dore Schary and E. J. Mannix,
MGM; Harry Cohn and B. B. Kahane, Columbia;
Buddy Adler, 20th Century-Fox;
Steve Broidy, Allied Artists; Howard McDonnell,
Republic; Ray Clune, RKO; Edward
Muhl and David Lipton, U-I; and Paul Lazarus
of Columbia's homeoffice staff and
studio publicity heads.
the deal should prove beneficial to theatres
by creating in T'V viewers a desire to see
entertainment in the motion picture style
which he said is vastly superior in technique
and possessing a quality vastly surpassing TV
entertainment. It should produce in children
an appetite for new films and create the
habit of going to the theatres, he said.
Skouras amplified some of the points which
were explained by Ely Landau at an earlier
press conference. He said that under the
terms of the agreement, 20th-Fox would receive
$5,850,000 in payment of a five-year
license to NTA for 39 of the older class A
and 39 class B pictures. In addition to the
cash payment Fox will receive 45 per cent
of the gross income received by NTA over
and above the license fee plus reasonable allowance
for NTA's overhead and distribution
fee.
Fox also agrees to license to NTA an additional
group of 39 older class A pictures and
39 class B pictiu-es starting in 1957. Terms,
Skouras said, are to be at least as favorable
to Fox as the first group. If the market conditions
seem to justify a higher price and
better percentage terms, provisions have
been made for arbitration.
Fox's obligation is limited to two groups of
78 pictures each over the next two years and
the company has an option to require NTA
to license three additional groups making
five in all. An important element is the issuance
to Fox of one-half the stock in NTA
film network. Fox will participate equally
with NTA In the control of the network by
nominating half of the directors and the
treasurer.
8 BOXOFFICE :
: November
3, 1956

RETURN TO TEAST OR FAMINE'
POLICIES CHARGED BY FABIAN
However, SW Chief, Finds
No Reason for Pessimism;
Exhibitor Unity Needed
JACKSONVIUliE, FLA.—Despite product
shortages, slump in attendance and outside
competition, S.
H. Fabian is completely
devoid of pessimism.
The president
of Stanley
Warner Corp. told
the annual convention
of Motion Picture
Theatre Owners
of Florida here
on Monday (29) that
the industry survived
the depression years
S. H. Fabian of the 1930s — the
"worst economic disaster
in our history." Exhibitors learned
to live together in the 1930s by a policy of
accommodation, by live-and-let-live and
by ingenuity and compromise, he said.
HOPE IN JOINING FORCES
"There was a realization among exhibitors
generally that their plight was the result
of economic conditions over which they had
no control," Fabian told his listeners in the
Roosevelt Hotel. "Their only hope was to
join together with other exhibitors to solve
their mutual problems. Arrangements made
at that time recognized the facts of scanty
product availability and scarcity of customers.
Exhibitor thinking by necessity, to a
large extent, led to mutual cooperation for
survival."
Admitting that there were no competitive
bidding and other restrictions prevailing as
there are now, Fabian stated that "we must
return to the thinking of the 1930s when
business was as desperate as it is today, and
perhaps more so, and when the entire exhibition
industry, not on a national basis, not
on a regional basis, but on a local level,
worked out its problems."
The flow of good pictures this past summer
caused attendance to rebound, but the releases
thinned out this fall and the "promises
of a more consistent flow of product were
not fulfilled," Fabian said, adding that "we
fell back to the area of reduced attendance
that existed prior to this summer." He
stated that without the reduction in the admission
tax, the theatre situation might have
been "catastrophic." But the tax windfall,
he said, "is only a temporary relief and cannot
be a permanent substitute for enough
good pictures to run in our theatres."
'SERIOUSLY HURT AGAIN"
"Whatever the reasons for the studio policy
of feast or famine, we are being seriously
hurt again with our attendance dropping
daily below last year," Fabian declared.
The summer experience has proven that
the public wants theatre entertainment,
Fabian said, and has proven that the theatre
can compete with many outside attractions.
Levy Urges Distribution
To End Competitive Bids
JACKSONVILLE, FLA. — Distributors
should restudy all competitive bidding situations
to learn if, with
the cooperation of exhibitors,
much of that
kind of bidding can be
eliminated, Herman
M. Levy, TOA general
counsel, told the convention
of Motion Picture
Exhibitors of
Florida Tuesday (30).
Levy said it could be
done in many situations
on the basis of
court rulingsor „ ,
German M. Levy
through the use of industry
patterns that have evolved. In some
situations where exhibitors want competitive
bidding, he said, it should be allowed to remain
unless distributors can "sincerely state"
it is the only method that will deter litigation.
He said competitive bidding is "an uneconomic
method of doing business," that its
end would be hailed by most in the industry
as of great benefit and that its end "might
well keep open the doors of himdreds of
theatres."
Levy based his statement on business surveys
being made by many cities and towns,
industrial leaders and banking Institutions,
said it is time for the motion picture industry
to take a similar inventory of itself
and that distribution must act first because
it is the source of supply for the exhibitor.
"In too many competitive bidding situations,"
Levy said, "the direct result is inordinately
high film rental. In a substantial
number of theatres, the rental paid as a
result of competitive bidding is, in varying
degrees, higher than that which the same
or comparable theatres would pay if they
were not bidding competitively. In fact,
there are many cases where distributors, in
competitive bidding, place 'minimums' on
bids which they will 'consider' that axe higher
"But the studios, indifferent to the needs
of their customers, continue to pursue policies
of restricted production," he said.
"Among other reasons, theirs is the fallacious
beUef that if they make fewer pictures, they
can make better pictures. We don't know
how to change their thinking, even though
we have tried. We are sure, however, that
time and experience will do that. But we do
than the so-called national terms which they
seek in non-bidding situations."
Levy argued that many reasons given by
distributors to justify competitive bidding
have been dissipated either by court decrees
or by patterns developed within the industry
itself. He said the courts have held:
1. That a distributor, impelled by sound
business reasons, may select one of two
competitive theatres as its customer.
2. That a distributor is not required to
offer first run product to a neighborhood
house even where that neighborhood house is
a very fine one.
3. That a distributor cannot compel theatres
far removed from each other (considering
the meaning of distance in industry
parlance and custom) to bid competitively.
Commenting on industry patterns. Levy
said that distributors in many situations
have approved "splits" of product, or where
they have not been parties to "splits," have
not objected to them. He said the process has
worked out generally to the benefit of both
distribution and exhibition while, except in
rare instances, competitive bidding accomplishes
no more than a division of product
at very high rentals.
"Facts have changed," Levy said. "Situations
have changed. Exhibitors are in a time
of crisis. It is for distribution now to take
stock, to revalue, to reappraise, all in the
light of the new patterns of doing business
that have evolved imder the decrees in U. S.
vs. Paramount, et al.
"Competitive bidding is an uneconomic
method of doing business. It adds nothing to
a picture nor to the interest of the public in
that picture. Yet it takes a great toll in time,
in energy and in effort that could be used
to great advantage in moves to get more people
into theatres. Increasing the boxoffice
should have the full-time attention of all
segments of the industry immediately. Much
less time must be given to negotiating for
product. The burden is too heavy and debilitating."
know emphatically that this policy of releasing
a limited amount of pictures is detrimental
to our welfare."
Fabian said that one solution of exhibitor
problems is to see to it that more good pictures
are produced. When the govermnent
divorced exhibition from production and distribution,
he continued, it destroyed the existing
evils but it also wiped out benefits of
integration as weU. The benefits of an exhibitor-producer
hookup not only provide
additional features to its theatres but also
to the whole country.
Fabian repeated what he said at the Theatre
Owners of America convention In New
York in September: "Given the opportunity,
we will Invest sufficient money, time and
energy to make a number of top quality pic-
(Continued on page 10)
BOXOFFICE :
: November 3, 1956
9

^uUc Secit^
Mexico Is Seen As Growing
Source of Films for U. S.
Emanuel Frisch, New York cli'cuit executive,
reports producers there are readsrlng
product with English subtitles or dubbed into
English with an eye to American markets;
suggests that they be given a trial.
MPTO of Virginia Planning
Statewide Contest in 1957
Boxoffice promotion idea approved by
board and details will be completed in time
for presentation at January 16 annual meeting;
Sydney Gates of Norfolk heads committee.
*
Report on Production Code
May Be Completed in Week
Special drafting committee nearing accord
on revisions, says Kenneth Clark, MPAA
vice-president and committee secretary;
recommendations to go first to individual
company presidents, then to full MPAA
board.
*
MPEA Seeking an Executive
To Represent It
in India
Censorship threat as well as market potential
seen as compelling reasons for reopening
office closed since resignation early
in year of Sir Clifford Agarwala; American
is favored for post.
Deadline for Brotherhood
Award Nomination Is Set
Must be filed by December 1 to be eligible
for awards during Brotherhood Week. February
17-24; wide range of categories in National
Conference of Christians and Jews
program.
AB-PT Granted Until Jan. 15
To Divest Its Theatres
Department of Justice extends deadline
from November 5;
circuit has 22 theatres left
out of an original 774 in divestiture order;
21 are involved in single group ownership.
•
Movietone News Revenue
Increased 15 Per Cent
Weekly sales of newsreel in the U. S. and
Canada gain since the withdrawal of Warner
Pathe News from the market, according to
Alex Harrison, 20th-Fox western sales manager.
*
$1,500 Is Given to Hospital
In Alfred Starr's Memory
The motion picture industry contributes
that amount to the Children's Hospital of
Nashville, Tenn., in memory of the former
president of TOA; Philip Harling, executive
of Fabian Theatres, asks all contributions
be sent to him at 1585 Broadway, New York
City.
Rhoden Threatens to Quit
Awards Poll Over Dates
LOS ANGELES—Elmer Rhoden, president
of National Theatres and co-chairman of
COMPO's forthcom-
^^S second annual
Audience Awards poll,
is dissatisfied with the
dates established for
the venture and the
subsequent bestowal of
kudos.
Moreover, the iiT
president has indicated
that unless steps
are taken to change
such timing, he might
Elmer Rhoden resign his co-chairmanship
and withdraw
his theatre chain from participation in and
support of the boxoffice-building enterprise.
It is the NT president's contention that
the planned dates, which provide for the
voting to be conducted during Christmas
week and the Awards to be presented in
January, are unsound on two counts.
First, he believes, such schedule places
the COMPO sweepstakes in too direct and
unfair competition with the annual Oscar
derby of the Academy of Motion Picture
Arts and Sciences. As a result, he feels, the
COMPO venture will be accorded even less
cooperation and consideration from Hollywood
organizations—including the Academy
—than it received last year; and that was
deplorably little.
Secondly, Rhoden is of the opinion that
the Yuletide staging of the nationwide balloting
will rob the venture of much of the
possibilities of attaining its announced goal,
the stimulation of ticket sales. He stresses
that theatres would be unable to reap the
benefits that should accrue to them through
re-booking the winning pictures and stars
singled out by the Audience Awards competition.
Last year, the voting took place
during the first week of December, and the
results were made known sufficiently early
to permit Christmas week screening of the
winning
features.
Rhoden declared that he wants It distinctly
understood that his only quarrel with
the Audience Awards plan and COMPO is
the matter of dates. He expressed the hope
that further discussions of the matter which
are currently being held in the east will result
in a rescheduling, even if it is necessary
to stage the COMPO balloting much later,
possibly after the Academy's annual awards
event is over in March.
British Lion to Distribute
Republic Films Abroad
HOLLYWOOD—Herbert J.
Yates, president
of Republic Pictures, has announced conclusion
of a long-term contract with Sir
Arthur W. Jarratt, managing director of
British Lion Films, for distribution of all
Republic product in Great Britain and Eire.
Finalizing of the distribution deal marks the
renewal of a long-standing association between
Republic and British Lion. Negotiations
were concluded by Yates through
Reginald Armour, executive vice-president of
Republic Pictures International.
Fabian Talk
(Continued from page 9)
tures." By the law of averages, he said, more
pictures mean more better pictures.
"While we are negotiating for additional
production, how do we keep our theatres
open, how do we keep our business alive?"
Fabian asked, and in reply said:
"I have not been one to pull my punches.
So I must tell you that in my opinion you
should face the grim fact that the present
number of theatres cannot endure against
the competition within and without the industry.
Marginal houses, shabby and antiquated,
without modern equipment, in overseated
situations and changed neighborhoods
—these will be the casualities of the next
few years.
"Do I mean that in situations where there
is very stiff competition for product, somebody
must go out of business? Not necessarily.
This is where I urge you to really
analyze your business."
Fabian then pointed to the conditions prevailing
in the 1930s and said: "Analyze your
common interests, use common business sense
in meeting this emergency together, practice
exhibitor unity which some of us have been
preaching without success these many years
—and we will have again a satisfactory operation
and future in exhibition."
Again, Fabian made a pitch for a single
exhibitor organization. And he pointed up
the national promotion and public relations
plan which was presented to the THDA convention
by the COMPO press committee. An
analysis of the plan reveals nothing really
novel or original, he said, but it was written
with confidence in the future of the industry
and with the conviction that the
ideas will work.
Fabian also made a plea for the support
of COMPO and lauded the team of R. J.
O'Donnell, Sam Pinanski and Robert W.
Coyne for their work for tax relief.
In conclusion Fabian said:
"So I say to you—if you really love this
business—if it's a life work you don't want
to surrender, stick around. Stay on the job,
give it everything you've got, and you'll outlive
this stormy weather."
Use Skouras Drive-ln
For Political Rally
NEW YORK—The use of a drive-ln
theatre as a public and community service
was exemplified here last week when
Spyros S. Skouras, president of Skouras
Theatres, turned the circuit's 303 Driveln
over to the Republican party for an
Eisenhower rally. Skouras said that the
outdoor theatre also would be available
to the Democrats.
Approximately 750 cars occupied by
almost 2,000 persons were on the ramps
to hear Helen Hayes, Attorney-General
Jacob Javits, candidate for the Senate,
and others give political addresses.
10 BOXOFFICE :
: November 3, 1956

Charlton Heston as Moses
QcllB.beAiill^
PRODUCTION
Ctie Cea Ommafidmeats
is
to
presented
the public

B,beginning immediately its worldwide
exhibition at two-a-day engagements.
MOSES— soldier, leader, law-giver...

IN NOVEMBER
New York City— Criterion
Los Angeles-Stanley-Warner
Beverl y Hills
Boston-Astor
Washington — Keith's
Philadelphia— Randolph
To ro nto— U n ive rs i
ty
Chicago— McVickers
Detroit— Madison
Cleveland—Ohio
IN
Miami-Olynnpia
Miami Beach— Beach
Montreal-Capitol
Cincinnati—Grand
Baltimore—New
Buffalo—Century
Yul Brynner as Pharaoh Rameses II

Filming of Cecil B. DeMille's production of "THE TEN COMIVIANDMENTS.

ene shows the re-enactment of the Exodus before the gates of Per-Rameses.

^uUc SW

Th,IE foundation of
freedom's triumph
L^^ ^^^ over the forces of
\,^J^^^^ darkness is found in
'
C^^^^H the words that came
flaming from Mount Sinai — the Ten
Commandments.
It has required more than two years
of production to re-enact on film the
events that brought about the giving
of the tablets bearing the Ten Commandments.
These events are both timely — and
timeless.
They are timeless as God's word to
Moses heard as the last speech in
our film and found on America's
famed Liberty Bell: "Proclaim liberty
throughout all the land, unto all the
inhabitants thereof."
They are so timely that I
"THE TEN COMMANDMENTS" as
the most modern motion picture I
ever made.
regard
have
Anne Baxter as Princess Nefretiri
Edward G. Robinson as Datlian
Yvonne DeCario as Sephora, daugfiter of Jettiro Debra Paget as Lilia, ttie tiouse-slave

John Derek as Joshua
Sir Cedr/c hiardwicke as the Pharaoh Sethi
\
Nina Foch as the Hharaon s Daughter
Martha Scott as the another of Moses
Judith Anderson as Memnet
Vincent Price as Bal

^PEA APPROVES SALE OF FILMS
TO FIVE SATELLITE COUNTRIES
Johnston Recommendation
ts Unanimously Approved;
Russian Pact Hits Snag
Iilms to five Iron Curtain countries was
By SUMNER SMITH
NEW YORK — The sale of American
Eric Johnston
unanimously approved
by the board
of the Motion Picture
Export Ass'n Wednesday
(31) after it
had been recommended
by Eric
Johnston, president.
Johnston had just returned
from visits to
the countries.
The countries are
Hungary, Czechoslovakia,
Poland, Rumania
and East Germany.
Johnston reached tentative threeyear
agreements with the first three. Negotiations
with Rimiania and East Germany
will follow. Marc Spiegel, MPEA
continental European manager, will conclude
the deals with the three countries.
EXPECT $500,000 FIRST YEAR
Johnston estimated they will mean revenues
totaling $500,000 the first year for
MPEA member companies, except that
United Artists will operate separately.
Meanwhile, however, UA will cooperate with
Spiegel. Dollars will be paid in New York
for the films.
No agreement was reached with the Soviet
Union where Johnston was entertained
by the top brass, including Bulganin, Malenkov,
Shepilov and Malik. The hitch was
over an insistent Russian demand for widespread
distribution of their films in the U. S.
in return for exhibition of American films
in Russia.
Johnston pointed out that distribution and
exhibition are two different segments of
the industry here, that the major companies
have no control over theatres and that he
could not guarantee distribution. He said
he believed they visualized getting their
films into between 8,000 and 10,000 U. S.
theatres.
RUSSIANS ARE SKEPTICAL
They were not wholly convinced, Johnston
said. They mentioned the visits of B. Bernard
Kreisler, president of International
Film Associates Corp. of New York; Michael
Todd and others as guaranteeing them distribution.
Kreisler has reported making deals
involving exchanges of film with some sort
of distribution tieup. The French and Italians
are now selling films to Russia. Johnston
said he believed there are exchange
and distribution clauses in those agreements.
The MPEA member companies are drawing
up lists of films for sale to Hungary,
Czechoslovakia and Poland. There will probably
be several hundred films on them, Including
some ciurent product and the price
MPAA Still
Seeking
COMPO Representative
NEW YORK—The search still
goes on
for a replacement for Al Lichtman on
the governing board of the Council of
Motion Picture Organizations, Eric Johnston,
president of the Motion Picture
Ass'n of America, said Wednesday (31)
after a board meeting.
The board again considered suggestions
but did not agree on an individual. Johnston
said that some executives offered the
post had declined it. The matter will be
taken up again at the next board meeting.
per film. The lists will be ready in two
weeks. After survey by the MPEA, they wiU
go to Spiegel. None of the fUms will give
"erroneous impressions" of the U. S.
The films will be licensed outright for
three years. The deal as so far set up provides
that about 30 wiU go to Poland within
the first year, with many more to follow. The
Czechs will take from 15 to 20 the first year
and Hungary from ten to 12. In most instances,
only synopses will be required by
the purchasers but in a few cases there will
be screenings.
The foreign countries will make their
own prints or the MPEA companies will make
them and charge for them. Most films will
be subtitled here to assure that the titles
conform to the story, but some will be
dubbed. Only a very few theatres in the
satellite countries have widescreens. Thus,
if a country tKDoks widescreen films, it is up
to it to find a way of projecting them, Johnston
said. He added that possibly it may
mean sales of widescreen equipment in those
countries. At the end of three years the
prints will be destroyed and the negatives
returned. The MPEA later may set up a
special office abroad to handle the distribution,
but that isn't being considered now.
Although no agreement was made to handle
the foreign films here, the MPEA foreign
advisory committee will try to supply
helpful tips as to type of product and outlets
here, Johnston said.
Johnston did not believe that Hungary,
Czechoslovakia and Poland plan any use of
U. S. films for political purposes. He noted
that the last two bought American films
after World War n and lived up to their
promises.
As for charges that the Russians have
been showing pirated U. S. films, Johnston
noted they had said the films were war
booty obtained from the Germans. As for
political use, he said that when he was in
the Soviet Union during the Stalin regime he
saw an old Deanna Durbin film and was told
the dialog had been distorted in translation.
Asked whether he would have recommended
doing business with the Russians
if they had not set impossible conditions,
Johnston said: "I'm inclined to think I would
have."
He declined to comment on the attitude
of the State Department on doing business
with Russia. It has been reported unofficially
in the past, and not denied, that in some instances
the government has no objection.
Johnston said that everywhere he went
"the red carpet was rolled out" and he found
the "utmost friendliness for America." His
main interest in dealing with the countries,
he said, had been simply exploratory—to
learn if they wanted to buy American films
—but the trip developed beyond that point.
He said the uprisings in Poland and Hungary
will have no effect on the agreements.
That with Poland was closed after Gomulka
had taken over the top post.
The Russians advanced the idea of a U. S.
Film Week in Russia and a Russian FiUn
Week in the U. S., Johnston said. He told
them this country hasn't gone in for any such
thing and that, unlike the capitals in foreign
countries, there is no single outstanding
American city in which to hold one.
With him on the trip were George Weltner,
president of the international division of
Paramount, and G. Griffith Johnson, MPEA
vice-president. Spiegel went behind the
Iron Curtain with them. Weltner and Johnson
returned with Johnston. Johnston plans
to visit Europe again in early spring. He
may assist Spiegel then in final negotiations
with East Germany and Rumania.
Queried about the MPEA embargoes on
Spain and Denmark, Johnston said their
"onerous" terms are completely inacceptable
and that if the MPEA did yield to them, a
chain reaction could be set up. He was in
Spain in June and exhibitors there, who
were playing French and Italian product,
told him they wanted American films "desperately."
He said he understood there was
the same situation in Denmark. He would not
predict the future.
Newsreels Cover UN;
TV Chains Skip It
NEW YORK—The crucial sessions of the
United Nations Security Council Tuesday
(30) received full motion picture newsreel
coverage while the three big television networks
ignored it completely. The newsreels
set up a pool and Paramount Newsreel was
selected to shoot the late afternoon and
evening debate over the Middle East crisis.
The TV networks came in for criticism.
Writing in the New York Times, Jack Gould
said they had "disgraced" themselves by
making "an absolute mockery" of their
"obligation to serve the public interest."
Locally, only WPIX, the Daily News station,
covered for TV.
Radio was also criticized, as only WNYC,
New York City-owned station, covered locally.
The United Nations has all the necessary
facilities for TV coverage of its sessions.
Finnish Ballerina in MGM Film
HOLLYWOOD—Finnish ballerina Taina
Elg has been signed to costar with Gene
Kelly, Mitzi Gaynor and Kay Kendall in
"Les Girls," Sol C. Siegel's production for
Metro-Goldwyn-Mayer.
BOXOFFICE : : November 3, 1956 19

Paramount presents
in
Cecil B. belle's
PRODUCTION
Che Ccfi Ommandmeat^
starring
Charlton Heston
YUL Brynner
Anne Baxter
Edward G. Robinson
Yvonne de Carlo
Debra Paget
John Derek
Sir Cedric Hardwicke
Nina Foch
Martha Scott
Judith Anderson
Vincent Price
Directed by Cecil B. DelVlille
TECHNICOLOR*
Written for the screen by Aeneas MacKenzie
Jack Gariss • Fredric M. Frank
• Jesse L. Lasky, Jr.
Based upon the HOLY SCRIPTURES and other ancient and modern writings
PRODUCED BY IVIOTION PICTURE ASSOCIATES, Inc.

MPEA APPROVES SALE OF FILMS
I 70 FIVE SATELLITE COUNTRIES
Johnston Recommendation
Is Unanimously Approved;
Russian Pact Hits Snag
By SUMNER SMITH
NEW YORK — The sale of American
Eric Johnston
films to five Iron Curtain countries was
ap-
unanimously
proved by the board
of the Motion Picture
Export Ass'n Wednesday
(31) after it
had been recommended
by Eric
Johnston, president.
Johnston had just returned
from visits to
the countries.
The countries are
Hungary, Czechoslovakia,
Poland, Rumania
and East Germany.
Johnston reached tentative threeyear
agreements with the first three. Negotiations
with Rumania and East Germany
will follow. Marc Spiegel, MPEA
continental European manager, will conclude
the deals with the three countries.
EXPECT $500,000 FIRST YEAR
Johnston estimated they will mean revenues
totaling $500,000 the fiist year for
MPEA member companies, except that
United Artists will operate separately.
Meanwhile, however, UA will cooperate with
Spiegel. Dollars will be paid in New York
for the films.
No agreement was reached with the Soviet
Union where Johnston was entertained
by the top brass, including Bulganin, Malenkov,
Shepilov and Malik. The hitch was
over an insistent Russian demand for widespread
distribution of their films in the U. S.
in return for exhibition of American films
in Russia.
Johnston pointed out that distribution and
exhibition are two different segments of
the industry here, that the major companies
have no control over theatres and that he
could not guarantee distribution. He said
he believed they visualized getting their
fUms into between 8,000 and 10,000 U. S.
theatres.
RUSSIANS ARE SKEPTICAL
They were not wholly convinced, Johnston
said. They mentioned the visits of B. Bernard
Kreisler, president of International
Film Associates Corp. of New York; Michael
Todd and others as guaranteeing them distribution.
Kreisler has reported making deals
involving exchanges of film with some sort
of distribution tieup. The French and Italians
are now selling films to Russia. Johnston
said he believed there are exchange
and distribution clauses in those agreements.
The MPEA member companies are drawing
up lists of films for sale to Hungary,
Czechoslovakia and Poland. There will probably
be several hundred films on them, including
some current product and the price
MPAA Still
Seeking
COMPO Representative
NEW YORK—The search still
goes on
for a replacement for Al Lichtman on
the governing board of the Council of
Motion Picture Organizations, Eric Johnston,
president of the Motion Picture
Ass'n of America, said Wednesday (31)
after a board meeting.
The board again considered suggestions
but did not agree on an individual. Johnston
said that some executives offered the
post had declined it. The matter will be
taken up again at the next board meeting.
per film. The lists will be ready in two
weeks. After survey by the MPEA, they will
go to Spiegel. None of the films will give
"erroneous impressions" of the U. S.
The films will be licensed outright for
three years. The deal as so far set up provides
that about 30 will go to Poland within
the first year, with many more to follow. The
Czechs will take from 15 to 20 the first year
and Hungary from ten to 12. In most instances,
only synopses will be required by
the purchasers but in a few cases there will
be screenings.
The foreign countries will make their
own prints or the MPEA companies will make
them and charge for them. Most films will
be subtitled here to assure that the titles
conform to the story, but some will be
dubbed. Only a very few theatres in the
satellite countries have widescreens. Thus,
if a country books widescreen films, it is up
to it to find a way of projecting them, Johnston
said. He added that possibly it may
mean sales of widescreen equipment in those
countries. At the end of three years the
prints will be destroyed and the negatives
returned. The MPEA later may set up a
special office abroad to handle the distribution,
but that isn't being considered now.
Although no agreement was made to handle
the foreign films here, the MPEA foreign
advisory committee will try to supply
helpful tips as to type of product and outlets
here, Johnston said.
Johnston did not believe that Himgary,
Czechoslovakia and Poland plan any use of
U. S. films for political piurposes. He noted
that the last two bought American films
after World War H and lived up to their
promises.
As for charges that the Russians have
been showing pirated U. S. films, Johnston
noted they had said the films were war
booty obtained from the Germans. As for
political use, he said that when he was in
the Soviet Union during the Stalin regime he
saw an old Deanna Durbin film and was told
the dialog had been distorted in translation.
Asked whether he would have recommended
doing business with the Russians
if they had not set impossible conditions,
Johnston said: "I'm Inclined to think I would
have."
He declined to comment on fbe attitude
of the State Department on doing business
with Russia. It has been reported unofficially
in the past, and not denied, that in some instances
the government has no objection.
Johnston said that everywhere he went
"the red carpet was rolled out" and he found
the "utmost friendliness for America." His
main interest in dealing with the countries,
he said, had been simply exploratory—to
learn if they wanted to buy American films
—but the trip developed beyond that point.
He said the uprisings in Poland and Hungary
will have no effect on the agreements.
That with Poland was closed after Gomulka
had taken over the top post.
The Russians advanced the idea of a U. S.
Film Week in Russia and a Russian Film
Week in the U. S., Johnston said. He told
them this country hasn't gone in for any such
thing and that, unlike the capitals in foreign
countries, there is no single outstanding
American city in which to hold one.
With him on the trip were George Weltner,
president of the international division of
Paramount, and G. Griffith Johnson, MPEA
vice-president. Spiegel went behind the
Iron Curtain with them. Weltner and Johnson
returned with Johnston. Johnston plans
to visit Europe again in early spring. He
may assist Spiegel then in final negotiations
with East Germany and Rumania.
Queried about the MPEA embargoes on
Spain and Denmark, Johnston said their
"onerous" terms are completely inacceptable
and that if the MPEA did yield to them, a
chain reaction could be set up. He was in
Spain in June and exhibitors there, who
were playing French and Italian product,
told him they wanted American films "desperately."
He said he understood there was
the same situation in Denmark. He would not
predict the future.
Newsreels Cover UN;
TV Chains Skip It
NEW YORK—The crucial sessions of the
United Nations Security Council Tuesday
(30) received full motion picture newsreel
coverage while the three big television networks
ignored it completely. The newsreels
set up a pool and Paramount Newsreel was
selected to shoot the late afternoon and
evening debate over the Middle East crisis.
The TV networks came in for criticism.
Writing in the New York Times, Jack Gould
said they had "disgraced" themselves by
making "an absolute mockery" of their
"obligation to serve the public interest."
Locally, only WPIX, the Daily News station,
covered for TV.
Radio was also criticized, as only WNYC,
New York City-owned station, covered locally.
The United Nations has all the necessary
facilities for TV coverage of its sessions.
Finnish Ballerina in MGM Film
HOLLYWOOD—Finnish ballerina Taina
Elg has been signed to costar with Gene
Kelly, Mitzi Gaynor and Kay Kendall in
"Les Girls," Sol C. Siegel's production for
Metro-Goldwyn-Mayer.
BOXOFFICE November 3, 1956 19

Co-Production Pictures
Are Planned by Titanus
Dr. Goffredo Lombardo, president of Titanus Films, is sliown as he arrived in New
York this week from Rome for a two-week visit to meet with American film executives
on arranging a program of important Italo-American co-productions. Left to right are:
Sergio Bonotti, head booker for Titanus Theatres in Italy; Robert Edwards, director of
public relations for Titanus; Dr. Lombardo, and Franco De Simone, general manager
of Titanus Studios.
NEW YORK—Between $5,000,000 and $6,-
000,000 has been allocated by Titanus Films
of Italy for co-production with American
companies. This was revealed here on Tuesday
(30) by Goffredo Lombardo, president
of the company. At a meeting with the press
in the Plaza Hotel, Lombardo, who is in New
York with Franco De Simone, Titanus general
manager, and Robert Edwards, his press
representative, said that Titanus had plans
to produce six pictures in tieups with unnamed,
and perhaps undetermined, U. S. companies.
Negotiations are now in progress.
Titanus, Lombardo said, has strong international
aspirations, both as a production
and distribution organization. The company
currently has two pictures in the international
class, "The Monte Carlo Story," which
United Artists will distribute in this country,
and "Man and Wolves," slated for Columbia
globally except in Italy. Lombardo said that
he was open for pictures to be made in this
country, on a co-op basis, for distribution in
Italy by his releasing company.
Lombardo said that Titanus had money
invested in 16 pictures, the largest volume
in the history of the company which was
formed 53 years ago by his late father. He
explained that Italian pictures usually recoup
40 per cent of their costs from the
Italian market and 60 per cent from the rest
of the world.
The Titanus president also is head of the
Italian producers union and he said that
while he was at the Venice Film Festival
he had proposed the formation of an all-
Europe union which might lower many of the
barriers and allow for the free flow of pictures
between nations. He said that Titanus
must develop new talent inasmuch as many
of its name stars had been lured by other
producers, here and abroad.
An interesting sidelight came out of the
press meeting when Lombardo revealed that
Russia had purchased Titanus' "Bread, Love
and Dreams" not with Russian currency but
with American dollars. The amount of money
Involved was not disclosed but he said that it
was in excess of the reported $28,000 which
Russia paid for the Italian "The Lost Continent."
Lombardo said there were no strings
attached, such as an exchange of product,
although Russia had offered some of its
films which Titanus rejected.
Commenting on IPE Releasing Corp., which
currently is undergoing a reorganization, and
possible liquidation, in the U. S., Lombardo
said that there was no truth in the reports
that Unitalia, the Italian film information
bureau, would take over IFE's position in this
country. He also said that no Titanus films
would go to IFE for distribution.
Lombardo and his party will be here for
another week before returning to Rome.
'Nun's Story' to Warners
HOLLYWOOD—Warner Bros, has acquired
"The Nun's Story," best-selling novel by
Kathryn Hulme, and will schedule it for early
production. A Book-of-the-Month selection,
the tome is about a Belgian girl who gave
up marriage in her determination to enter
a nursing order in the Belgian Congo.
Way Kids Dress a Factor
In Their Movie Behavior
Columbus—The attire of youngsters has
a great deal to do with their behavior in
theatres, the ITO of Ohio reported this
week. Several exhibitors have reported,
and their findings apparently are supported
by experts in the juvenile field,
that when a youngster is dressed up, he
or she Invariably changes personal behavior
to conform to the attire.
Alliance Theatre in Indianapolis, it was
reported, has adopted a code of dress for
juveniles. Boys are required to wear
pants that fit them decently and they
must wear belts. The girls must be
dressed properly, too, with the management
banning short shorts and shirts
hanging out of dirty jeans.
This code has also be«n in effect in
the Southern Theatre here and the theatre's
said to cater to more well-behaved
children and teenagers than most houses
in Columbus.
MGM to Release Seven
New Films in 3 Months
NEW
YORK — Metro-Goldwyn-Mayer's
tentative release schedule for the months
of November, December and January lists
.six new features, plus the special handling
of "The Teahouse of the August Moon." In
addition, there will be five reprints for the
three-month period.
"Teahouse," which has been set to open
in late November in Chicago and Los Angeles,
wUl be the Christmas attraction at the
Radio City Music Hall in New York. Other
exchange cities will also play the picture
at hoUday time. The picture stars Marlon
Brando, Glenn Ford and Machiko Kyo.
The regular November releases are: "Julie,"
starring Doris Day, Louis Jourdan and Barry
Sullivan, and "The Rack," starring Paul
Newman, Anne Francis, Wendell Corey and
Walter Pidgeon. The November reprints are:
"A Tale of Two Cities," starring Ronald
Colman and EUzabeth Allan, and "Marie
Antoinette," starring Norma Shearer and
John Barrymore.
For December, MGM has scheduled: "The
Iron Petticoat," in VistaVision and Technicolor,
starring Bob Hope and Katharine Hepbum,
and "The Great American Pastime,"
a comedy with Tom Ewell, Anne Francis and
Ann Miller. The December reprint is
"Mutiny on the Bounty," starring Charles
Laughton, Clark Gable and Franchot Tone.
The two new January releases will be:
"Edge of the City," made by Jonathan Productions,
with John Cassavetes, Sidney
Poitier and Kathleen Maguire, and "Slander,"
starring Van Johnson, Ann Blyth and
Steve Cochran. The January reprints will
be "Green Dolphin Street," starring Lana
Turner, Van Heflln and Donna Reed, and
"Boys' Town," starring Spencer Tracy and
Mickey Rooney.
Teenagers Are Spending
Nine Billion Yearly
NEW YORK—A study of the teenage
market, of interest to newspaper sidvertisers,
has been completed by the Bureau of Advertising
of the American Newspaper Publishers
Ass'n. The amount of money it finds
teenagers have to spend in a year is also of
interest to the motion picture industry.
Based on research for the bureau by Eugene
Gilbert & Co. among 4,940 teenagers in the
U. S., it discloses that the 16,000,000 boys and
girls in the nation aged 13 through 19 have
some $9,000,000,000 to spend each year—money
they earn or receive as allowances, or both.
The prediction is made that the market
will expand to 24,000,000 individuals with
pocket money totaling "at least $14,000,000,000
a year by 1965." The amount is in terms of
1956 dollars.
One conclusion is that the teenagers do
most of their own buying, in the case of
some products as high as 94 per cent. Newspaper
advertising is found to be the most
effective of that of all media.
Jules Schermer Joins WB
HOLLYWOOD—Jules Schermer has Joined
Warner Bros, as a producer, a position he
formerly occupied at Columbia, 20th Century-Pox
and Metro-Goldwyn-Mayer. He
begins his duties immediately.
20
BOXOFFICE
:
: November 3, 1956

THE SKY'S
THE LIMIT!
as
Hop Harrigan bursts
through the
action barrier
to thrill the young
in spirit for
15 consecutive weeks!
HARM6AM
Americans Ace of the Airways
With William BAKEWELL • Jennifer HOLT -Robert Buzz HENRY
Emmett YOGAN • george h. plympIonS andy lamb
Based upon the cartoon
"HOP HARRIGAN" appearing in ALL-AMERICAN comics Magazine
Created by JON BLUMMER . Directed b, DERWIN ABRAHAMS
Produced by SAM KATZMAN
BRAND NEW PROMOTION-LOADED
CAMPAIGN BOOK SELLS THIS HIGH-POWERED SERIAL TO THE JET AGE!
k
Reprint

Bright Magna Future Seen
With Todd-AO Success
NEW YORK—Magna Theatre Corp. will
retire $2,000,000 of its $6,000,000 debenture indebtedness
by March 1957 and expects to retire
the remaining $4,000,000 before October,
1957, more than two years in advance of the
due date, George P. Skouras, president, told
stockholders at the annual meeting Monday
(29).
Skouras said that "Oklahoma!" in the
Todd-AO process has proved to be an outstanding
roadshow in 28 cities in the U. S.
and Canada, and that the glowing reviews
given "Around the World in 80 Days" and
the announcement that Rodgers and Hammerstein
will make "South Pacific" in the Todd-
AO process will lead many exhibitors to install
Todd-AO equipment. Magna has a 62
per cent interest In the Todd-AO Corp.
American Broadcasting-Paramount Theatres,
which has an interest in "Around the
World in 80 days," will show the film in five
of its theatres, Skouras said. He predicted
Todd-AO installations in 50 theatres by the
time "South Pacific" is ready for exhibition.
Negotiations have started with independent
producers looking toward increased production
in the Todd-AO process, he added.
Albert E. BoUengier, vice-president and
treasurer, said the revenue for the first eight
months of the fiscal year, which began February
1, was $3,645,000. The figure included
$2,000,000 advanced by RKO for the foreign
distribution rights of "Oklahoma!" Revenue
for the entire previous year was $583,000.
The eight-month expenditure was $1,408,-
000, including $424,000 for distribution expenses.
The revenue was $2,237,000 above expenses.
"Oklahoma!" roadshow grosses
through September 30 totaled $2,228,000. Assets
were $1,158,000,
compared with liabilities
of $914,000.
A five-year contract for Skouras was approved
by the stockholders. He has been serving
without pay. He will receive no salary,
however, until all of the debentures are paid
off. The contract also permits Skouras to
buy from the company a maximum of 50,000
shares of common stock at $2.34 a share.
Raymond V. Wemple and Herbert P.
Jacoby, company secretary, were elected to
the board to fill the vacancies caused by the
resignation of Joseph M. Schenck and
Charles Seligson. Re-elected were Oscar
Hammerstein II, James M. Landis, Charles
B. McCabe, Richard Rodgers, Edward H.
Rowley, Joseph M. Seider, Skouras and Bollengier.
They represent the common stockholders.
Frederick M. Warburg and James P.
Burns jr., were re-elected to represent the
debenture holders. Skouras announced that,
beginning at once, quarterly statements will
be supplied stockholders.
Filmakers to Distribute
APC Duo As Package
HOLLYWOOD—National distribution of
"Invasion USA" and "1,000 Years From Now,"
which duo of features will be reissued as a
package, will be undertaken by The Filmakers
Organization as a result of a deal
concluded between that outfit and American
Pictures Co. Jerry Persell, manager of FO
and Ruth Zugsmith, who heads APC, negotiated
the contract. Both films were produced
independently by Albert Zugsmith,
now a producer at Universal-International,
and Robert L. Smith.
WYLER PERSUADED—Hlgrhlight of the Allied Artists' Hollywood premiere
of William Wyler'8 "Friendly Persuasion" Tuesday (30) was the award of a sift to
Wyler as part of the industry tribute to him for his outstanding contributions to motion
pictures. The presentation was made by Samuel Goldwyn, ri^ht, chairman of the
tribute arrangements committee, while Gregory Peck, committee member, looked on.
President Eisenhower sent a metaace of congratulations.
New Spicy Herbert Film
For MGM Has Code Seal
NEW YORK—"The Little Hut," spicycomedy
about marriage that ran as a stage
play in London for five years and for seven
years in Paris, will be released early in the
F. Hugh Herbert discussing "The Little
Hut" at a tradepress conference this week.
Goldwyn-Mayer financed the picture and
spring with a production code seal, F. Hugh
Herbert, producer, said Monday (29). Metron
will release it.
Herbert said he had been able to revise the
comedy to conform with code specifications
and without injuring its humor. His script
was approved before he went ahead with
production. He said he would never again
make a film without code administration
approval, although his "The Moon Is Blue,"
issued without a seal, benefited from a
"good lot of publicity."
The producing company is Herbson S. A.,
compounded of the names of Herbert and
Mark Robson, who directed. It was incorporated
in Switzerland. The picture was
made in England, Rome and Jamaica, and
stars are David Niven, Ava Gardner and
Stewart Granger. It is in Eastman Color
and a 1.85-1 ratio.
Herbert was enthusiastic about the financial
advantages accruing to an independent
producer not employed on a salary.
However, he ran into labor difficulties in London
where three technical unions struck
when he refused to let them label the picture
a British picture and to take a crew of
British technicians to Rome. He argued that
the London shots were simply location shots,
but to no avail. He said the strikes added
about $150,000 to the production cost of the
picture.
"I can close a deal with lATSE here and
shake hands with them on it," he said, "but
you can't count on them over there."
"The Little Hut" was a one-picture deal
with MGM. Herbert plans coproduction of another
comedy with Jean Negulesco in mid-
1957. He still owes 20th Century-Fox a picture
and may make that next fall. He said
he had had to cross the Atlantic five times
year, and for the present simply wanted
this
to return to Hollywood and rest.
Board Passes French Film
NEW YORK—The film version of Jean
Paul Sartre's "The Respectful Prostitute,"
produced in France, has been passed by the
National Board of Review of the Motion
Picture Division of the State Board of Education,
according to William Shelton, vicepresident
of Times Film Corp. The firm will
put the film Into national release late in
1956.
22 BOXOFFICE :
: November
3, 1956

^oUcfOMMd ^cfiont
By IVAN SPEAR
2A Pictures to Roll in November;
MGM, 20th'Fox Tops at Five Each
Production pace during November will
barely hold its own. Scheduled for debuts
before Hollywood cameras are a total of 24
features, as compared to 36 that were set for
getaways the first of October, and 27 that
were awaiting the gun on Nov. 1, 1955. Those
who seek justification for this apparent falling
off in filmmaking activities can possibly
find cause for encouragement in the fact that
many of the October starters are still in the
productional stage which limits, per se,
necessity and facilities for the launching of
new ventures.
Leading the parade of the 24 slated beginners
are Metro-Goldwyn-Mayer and 20th
Century Fox, both of which studios have
listed a quintet of starters. Next come Columbia
and Allied Artists with four a piece.
Three film foundries, Republic, RKO and
Warner Bros., have nothing on November's
drawing boards.
By studios, the photoplays planned for the
month are as follows:
ALLIED ARTISTS
"Attack of the Crab Monsters." It will be
released as half of a complete science-fiction
program with Roger Corman's "Not of This
Earth." Stars not set. Producer-Director,
Koger Corman (independent).
"Daughter of Dr. Jekyll." As indicated in
the title, this horror film deals with Dr.
Jekyll's offspring who, like her father, had a
spilt personality. Stars not set. Producer,
Jack PoUexfen for his Film Ventures, Inc.
(independent). Director: Edgar Ulmer.
"The Far Wanderer." An outdoor drama,
concerning seal hunting, it is scheduled for
filming largely aboard Sterling Hayden's
schooner on location around Monterey, California.
Stars Sterling Hayden. Producers,
Lindsley Parsons and Hayden. Director, Greg
Tallas.
"Gun for a Town." Three king-size outlaws
terrorize a town in this sagebrush entry.
Stars Dale Robertson, Brian Keith, Rossana
Rory. Producer, Frank Woods for Jerold
Zukor Productions (independent). Director,
Max Glandbard.
COLUMBIA
"The Bewitched." To be filmed in London,
this suspense vehicle concerns psychical
research of the supernatural. Stars Dana
Andrews. Producer, Hal E. Chester. Director,
Jacques Tourneur.
"The Brothers Rico." An ex-racketeer goes
legitimate; but his past catches up with him
when he is ordered to track and deliver a
younger brother, about to turn state's
evidence, to mobsters. Stars not set. Producer,
Lewis J. Rachmil for William Goetz
Productions. Director, Phil Karlson.
"Hellcats of the Navy." Experiences of
men aboard submarines in the South Pacific
during World War II is the theme of this
action drama. Stars not set. Producer,
Charles Schneer for Morningside Productions.
Director not set.
"The Night the World Exploded." Background
in the Carlsbad Caverns of New
Mexico, this is a science-fiction yarn. Stars
not set. Producer, Sam Katzman for Clover
Productions (independent). Director, Fred
F. Sears.
INDEPENDENT
"John Paul Jones." Todd-AO widescreen
process and color treatment will be accorded
this biofilm of the Revolutionary War hero
and father of the U. S. Navy. Stars Richard
Basehart. Producer, Samuel Bronston. Director,
William Dieterle.
"The Sicilian Bandit." Slated for lensing
on location abroad, this is an adventure story
about a modern-day Robin Hood in Sicily
after World War II. Stars Frank Marta, who
wrote the original yarn. Producer, Leo A.
Handel for his MHC Pictures, Inc.
Herb Strock.
Director,
METRO-GOLDWYN-MAYER
"Gun Glory." This frontier drama concerns
itself with outlaws endeavoring to drive
peaceful settlers out of a valley. Stars Stewart
Granger, Rhonda Fleming, Burl Ives. Producer,
Nicholas Nayfack. Director, Roy Rowland.
"The House of Numbers." Based on Jack
Finney's Cosmopolitan magazine story about
a plot by inmates to escape from San
Quentin. Stars not set. Producer, Charles
Schnee. Director not set.
"Man on Fire." In a straight dramatic role,
Der Single portrays a divorced man, who
becomes involved in a quarrel with his exwife
over custody of their children. Stars
Bing Crosby. Producer, Sol C. Siegel (independent).
Director, Ranald MacDougall, who
also wrote the original screenplay.
"Silk Stockings." It is based on Melchio
Lengyel's book "Ninotchka" and a Broadway
musical by George S. Kaufman, Abe Burrows
and Leueen McGrath, concerning efforts of
the Soviets to persuade a Russian composer
to return home from Paris. Stars Cyd
Charisse, Fred Astaire, Janis Paige. Producer,
Arthur Freed (independent). Director, Rouben
Mamoulian.
"This Could Be the Night." In this comedy
with music, attention is focused on a female
who teaches school by day and works as a night
club secretary in the evenings. Stars Jean
Simmons, Paul Douglas, Anthony Franciosa.
Producer, Joe Pasternak. Director, Robert
Wise.
PARAMOUNT
"From Amongst the Dead." A suspense
drama concerning a man, who suffers from
vertigo and becomes involved in the death
of a friend's wife. Stars James Stewart.
Producer-Director, Alfred Hitchcock.
20th
CENTURY-FOX
"Badlands of Montana." T'his is a sagebrusher,
which deals with a converted gunman,
who goes straight to become Montana's
toughest sheriff. Stars Rex Reason, Margia
Dean, Beverly Garland. Producer-Director,
Daniel B. Ullman for Regal Films.
"Island in the Sun." Cinemascope and
color treatment will be accorded this story
about the problems caused by the color bar,
which affects issues of social upheaval, education
and economics related to British
colonial policies in the West Indies. Stars
James Mason, Joan Fontaine, Dorothy Dandridge.
Producer, Darryl F. Zanuck (independent).
Director, Robert Rossen.
"Oh, Men! Oh, Women!" Psychiatrists and
their confused patients are the subjects concerned
in this satirical comedy, which will
be lensed in DeLuxe Color and Cinema Scope.
Stars David Niven, Ginger Rogers, Dan
(Continued on page 26)
Disney Adds to Production Schedule;
'Johnny Jremain
Walt Disney, recognized far and wide as
probably the most artistic and imaginative of
Hollywood's creative gentry, and whose longstanding
success is proof sufficient that he
combines the tenets of good business with
the fantasy that is the hallmark of his productional
activities, apparently has strong
faith in the future of theatres and the celluloid
output prepared for exhibition therein.
And in the confidence reflected by his blueprints,
there should be plenty of bright hope
for those harbingers of gloom who have been
bewailing the inroads that television has
made within the realm of theatrical movies.
Moreover, the Disneyian optimism is further
to Theatres First
accented because he, himself, has had no
small amount of lucrative experience in the
newcomer medium of video.
Following closely upon Disney's announcement—as
reported in this space last week
that he had picked a stemwinding, 18-karat
natural and would make a screen version of
"Babes in Toyland," Victor Herbert's timeless
musical play, came word of other plans nearly
as impressive. Among them: the decision to
initially release "Johnny Tremain," originally
intended for telecasting, as a theatrical
screen feature; revelation that he will film
for the same purpose the true life story
of Comanche, famous legendary battle horse
of General George Custer's ill-fated Seventh
Cavalry; and news that he will make one
called "Disneyland, U.S.A.," which will deal
with his precedentially popular amusement
park in suburban Anaheim.
All of which makes it encouragingly obvious
that Disney is far from the opinion that
the motion picture trade is feebly plucking
at the coverlets.
BOXOFFICE : : November 3. 1956
23

Bright Magna Future Seen
With Todd-AO Success
NEW YORK—Magna Theatre Corp. will
retire $2,000,000 of Its $6,000,000 debenture indebtedness
by March 1957 and expects to retire
the remaining $4,000,000 before October,
1957, more than two years in advance of the
due date, George P. Skouras, president, told
stockholders at the annual meeting Monday
(29).
Skouras said that "Oklahoma!" in the
Todd-AO process has proved to be an outstanding
roadshow in 28 cities in the U. S.
and Canada, and that the glowing reviews
given "Around the World in 80 Days" and
the announcement that Rodgers and Hammerstein
will make "South Pacific" in the Todd-
AO process will lead many exhibitors to install
Todd-AO equipment. Magna has a 62
per cent interest in the Todd-AO Corp.
American Broadcasting-Paramount Theatres,
which has an interest in "Around the
World in 80 days," will show the film in five
of its theatres, Skouras said. He predicted
Todd-AO installations in 50 theatres by the
time "South Pacific" is ready for exhibition.
Negotiations have started with independent
producers looking toward increased production
in the Todd-AO process, he added.
Albert E. BoUengier, vice-president and
treasurer, said the revenue for the first eight
months of the fiscal year, which began February
1, was $3,645,000. The figure Included
$2,000,000 advanced by RKO for the foreign
distribution rights of "Oklahoma!" Revenue
for the entire previous year was $583,000.
The eight-month expenditure was $1,408,-
000, including $424,000 for distribution expenses.
The revenue was $2,237,000 above expenses.
"Oklahoma!" roadshow grosses
through September 30 totaled $2,228,000. Assets
were $1,158,000,
of $914,000.
A five-year contract for
compared with liabilities
Skouras was approved
by the stockholders. He has been serving
without pay. He will receive no salary,
however, until all of the debentures are paid
off. The contract also permits Skouras to
buy from the company a maximum of 50,000
shares of common stock at $2.34 a share.
Raymond V. Wemple and Herbert P.
Jacoby, company secretary, were elected to
the board to fill the vacancies caused by the
resignation of Joseph M. Schenck and
Charles Seligson. Re-elected were Oscar
Hammerstein II, James M. Landis, Charles
B. McCabe, Richard Rodgers, Edward H.
Rowley, Joseph M. Seider, Skouras and Bollengier.
They represent the common stockholders.
Frederick M. Warburg and James F.
Burns jr., were re-elected to represent the
debenture holders. Skouras announced that,
beginning at once, quarterly statements will
be supplied stockholders.
Filmakers to Distribute
APC Duo As Package
HOLLYWOOD—National distribution of
"Invasion USA" and "1,000 Years From Now,"
which duo of features will be reissued as a
package, will be undertaken by The Filmakers
Organization as a result of a deal
concluded between that outfit and American
Pictures Co. Jerry Persell, manager of FO
and Ruth Zugsmith, who heads APC, negotiated
the contract. Both films were produced
independently by Albert Zugsmith,
now a producer at Universal-International,
and Robert L. Smith.
WYLER PERSUADED—HlfchliKht of the Allied Artists' Hollywood premiere
of William Wyler's "Friendly Persuasion" Tuesday (30) was the award of a gift to
Wyler as part of the industry tribute to him for his outstanding contributions to motion
pictures. The presentation was made by Samuel Goldwyn, rig:ht, chairman of the
tribute arrangements committee, while Gregory Peck, committee member, looked on.
President Eisenhower sent a meMWce of congratulationi.
New Spicy Herbert Film
For MGM Has Code Seal
NEW YORK—"The Little Hut," spicycomedy
about marriage that ran as a stage
play in London for five years and for seven
years in Paris, will be released early in the
spring with a production code seal, F. Hugh
Metro-
Herbert, producer, said Monday (29).
F. Hugh Herbert discussing "The Little
Hut" at a tradepress conference this week.
Goldwyn-Mayer financed the picture and
I
will release it.
Herbert said he had been able to revise the
comedy to conform with code specifications
and without injuring its humor. His script
was approved before he went ahead with
production. He said he would never again
make a film without code administration
approval, although his "The Moon Is Blue,"
issued without a seal, benefited from a
"good lot of publicity."
The producing company is Herbson S. A.,
compounded of the names of Herbert and
Mark Robson, who directed. It was incorporated
in Switzerland. The picture was
made in England, Rome and Jamaica, and
stars are David Niven, Ava Gardner and
Stewart Granger. It is in Eastman Color
and a 1.85-1 ratio.
Herbert was enthusiastic about the financial
advantages accruing to an independent
producer not employed on a salary.
However, he ran into labor difficulties in London
where three technical unions struck
when he refused to let them label the picture
a British picture and to take a crew of
British technicians to Rome. He argued that
the London shots were simply location shots,
but to no avail. He said the strikes added
about $150,000 to the production cost of the
picture.
"I can close a deal with lATSE here and
shake hands with them on it," he said, "but
you can't count on them over there."
"The Little Hut" was a one-picture deal
with MGM. Herbert plans coproduction of another
comedy with Jean Negulesco in mid-
1957. He still owes 20th Century-Fox a picture
and may make that next fall. He said
he had had to cross the Atlantic five times
this year, and for the present simply wanted
to return to Hollywood and rest.
Board Passes French Film
NEW YORK—The film version of Jean
Paul Sartre's "The Respectful Prostitute,"
produced in France, has been passed by the
National Board of Review of the Motion
Picture Division of the State Board of Education,
according to William Shelton, vicepresident
of Times Film Corp. The firm will
put the film into national release late In
19S6.
22 BOXOFTICE :
: November
3, 1956

^oUcfdMMcC ^cfiont
By IVAN SPEAR
2A Pictures to Roll in November;
MGM, 20th'Fox Tops at Five Each
Production pace during November will
barely hold its own. Scheduled for debuts
before Hollywood cameras are a total of 24
features, as compared to 36 that were set for
getaways the first of October, and 27 that
were awaiting the gun on Nov. 1, 1955. Those
who seek justification for this apparent falling
off in filmmaking activities can possibly
find cause for encouragement in the fact that
many of the October starters are still in the
productional stage which limits, per se,
necessity and facilities for the launching of
new ventures.
Leading the parade of the 24 slated beginners
are Metro-Goldwyn-Mayer and 20th
Century Fox, both of which studios have
listed a quintet of starters. Next come Columbia
and Allied Artists with four a piece.
Three film foundries. Republic, RKO and
Warner Bros., have nothing on November's
drawing boards.
By studios, the photoplays plaimed for the
month are as follows:
ALLIED ARTISTS
"Attack of the Crab Monsters." It will be
released as half of a complete science-fiction
program with Roger Corman's "Not of This
Earth." Stars not set. Producer-Director,
Koger Corman (independent).
"Daughter of Dr. Jekyll." As indicated in
the title, this horror film deals with Dr.
Jekyll's offspring who, like her father, had a
split personality. Stars not set. Producer,
Jack Pollexfen for his Film Ventures, Inc.
(independent!. Director: Edgar Ulmer.
"The Far Wanderer." An outdoor drama,
concerning seal hunting, it is scheduled for
filming largely aboard Sterling Hayden's
schooner on location around Monterey, California.
Stars Sterling Hayden. Pr(5ducers,
Lindsley Parsons and Hayden. Director, Greg
Tallas.
"Gun for a Town." Three king-size outlaws
terrorize a town in this sagebrush entry.
Stars Dale Robertson, Brian Keith, Rossana
Rory. Producer, Frank Woods for Jerold
Zukor Productions (independent). Director,
Max Glandbard.
COLUMBIA
"The Bewitched." To be filmed in London,
this suspense vehicle concerns psychical
research of the supernatural. Stars Dana
Andrews. Producer, Hal E. Chester. Director,
Jacques Tourneur.
"The Brothers Rico." An ex-racketeer goes
legitimate; but his past catches up with him
when he is ordered to track and deliver a
younger brother, about to turn state's
evidence, to mobsters. Stars not set. Producer,
Lewis J. Rachmil for William Goetz
Productions. Director, Phil Karlson.
"Hellcats of the Navy." Experiences of
men aboard submarines in the South Pacific
during World War II is the theme of this
action drama. Stars not set. Producer,
Charles Schneer for Morningside Productions.
Director not set.
"The Night the World Exploded." Background
in the Carlsbad Caverns of New
Mexico, this is a science-fiction yarn. Stars
not set. Producer, Sam Katzman for Clover
Productions (independent). Director, Fred
F. Sears.
INDEPENDENT
"John Paul Jones." Todd-AO widescreen
process and color treatment will be accorded
this biofilm of the Revolutionary War hero
and father of the U. S. Navy. Stars Richard
Basehart. Producer, Samuel Bronston. Director,
William Dieterle.
"The Sicilian Bandit." Slated for lensing
on location abroad, this is an adventure story
about a modern-day Robin Hood in Sicily
after World War II. Stars Frank Marta, who
wrote the original yarn. Producer, Leo A.
Handel for his MHC Pictures, Inc.
Herb Strock.
Director,
METRO-GOLDWYN-MAYER
"Gun Glory." This frontier drama concerns
itself with outlaws endeavoring to drive
peaceful settlers out of a valley. Stars Stewart
Granger, Rhonda Fleming, Burl Ives. Producer,
Nicholas Nayfack. Director, Roy Rowland.
"The House of Numbers." Based on Jack
Finney's Cosmopolitan magazine story about
a plot by inmates to escape from San
Quentin. Stars not set. Producer, Charles
Schnee. Director not set.
"Man on Fire." In a straight dramatic role,
Der Bingle portrays a divorced man, who
becomes involved in a quarrel with his exwife
over custody of their children. Stars
Bing Crosby. Producer, Sol C. Siegel (independent).
Director, Ranald MacDougall, who
also wrote the original screenplay.
"Silk Stockings." It is based on Melchio
Lengyel's book "Ninotchka" and a Broadway
musical by George S. Kaufman, Abe Burrows
and Leueen McGrath, concerning efforts of
the Soviets to persuade a Russian composer
to return home from Paris. Stars Cyd
Charisse, Fred Astaire, Janis Paige. Producer,
Arthur Freed (independent). Director, Rouben
Mamoulian.
"This Could Be the Night." In this comedy
with music, attention is focused on a female
who teaches school by day and works as a night
club secretary in the evenings. Stars Jean
Simmons, Paul Douglas, Anthony Franciosa.
Producer, Joe Pasternak. Director, Robert
Wise.
PARAMOUNT
"From Amongst the Dead." A suspense
drama concerning a man, who suffers from
vertigo and becomes involved in the death
of a friend's wife. Stars James Stewart.
Producer-Director, Alfred Hitchcock.
20th
CENTURY-FOX
"Badlands of Montana." T'his is a sagebrusher,
which deals with a converted gunman,
who goes straight to become Montana's
toughest sheriff. Stars Rex Reason, Margia
Dean, Beverly Garland. P>roducer-Director,
Daniel B. UUman for Regal Films.
"Island in the Sun." CinemaScope and
color treatment will be accorded this story
about the problems caused by the color bar,
which affects issues of social upheaval, education
and economics related to British
colonial policies in the West Indies. Stars
James Mason, Joan Fontaine, Dorothy Dandridge.
Producer, Darryl F. Zanuck (independent).
Director, Robert Rossen.
"Oh, Men! Oh, Women!" Psychiatrists and
their confused patients are the subjects concerned
in this satirical comedy, which will
be lensed in DeLuxe Color and CinemaScope.
Stars David Niven, Ginger Rogers, Dan
(Continued on page 26)
Disney Adds to Production Schedule;
'Johnny 7remain
Walt Disney, recognized far and wide as
probably the most artistic and imaginative of
Hollywood's creative gentry, and whose longstanding
success is proof sufficient that he
combines the tenets of good business with
the fantasy that is the hallmark of his productional
activities, apparently has strong
faith in the future of theatres and the celluloid
output prepared for exhibition therein.
And in the confidence reflected by his blueprints,
there should be plenty of bright hope
for those harbingers of gloom who have been
bewailing the inroads that television has
made within the realm of theatrical movies.
Moreover, the Disneyian optimism is further
to Theatres First
accented because he, himself, has had no
small amount of lucrative experience in the
newcomer medium of video.
Following closely upon Disney's announcement—as
reported in this space last week
that he had picked a stemwinding, 18-karat
natural and would make a screen version of
"Babes in Toyland," Victor Herbert's timeless
musical play, came word of other plans nearly
as impressive. Among them: the decision to
initially release "Johnny Tremain," originally
intended for telecasting, as a theatrical
screen feature; revelation that he will film
for the same purpose the true life story
of Comanche, famous legendary battle horse
of General George Custer's ill-fated Seventh
Cavalry; and news that he will make one
called "Disneyland, U.S.A.," which will deal
with his precedentially popular amusement
park in suburban Anaheim.
All of which makes it encouragingly obvious
that Disney is far from the opinion that
the motion picture trade is feebly plucking
at the coverlets.
BOXOFFICE : : November 3, 1956 23

E GREAT
trUi
U^M
*imm
Book-oMhe-Month Club. Reader's Digest Book Club. Pocketbook,. hardcover editions, etc.)!
nm, of the 1956 Cannes festival Top Award, The Golden Palm.. .World's ForemotfZernat.onal Motion Picture
Award! A filn,
Launched bv COLUMRia ,.,i+K-r\/ i:J

SWSDaner and mana-zinp nrnmotionc^!
ADVENTURE OF OUR TIME!
h^
\
1
.^
^^'^
'<
. .u
Two years of filming, in tfie Indian Ocean, Red Sea, Mediterranean and Gulf of Aden I 5000
dangerous dives I 19 miles of film excitement! Sights never before seen by human eyes!
jes-Yves Cousteau and Louis Malle with Frederic Dumas, Albert Faico, the divers and the crew of the Calypso. TECHNICOLOR'^

U. S. Films in Germany Hollywood Report
Get $25 Million Yearly
HOLLYWOOD—American films are currently
grossing approximately $25,000,000 a
year in Germany, of which amount a net of
between 10 and 12 millions, which remains
after distribution costs are deducted, is accruing
to this country's distributors. These
figures were submitted by Dr. Horst von
Hartlieb at a press conference staged for him
at the headquarters here of the Motion Picture
Ass'n of America. Dr. von Hartlieb, head
of the West German Film Distributors Ass'n,
is in the United States, studying problems of
self-censorship and foreign distribution. He
hinted at the possibility of a decline in
American takes out of his country because of
present consideration of tightening censorship.
"We have a self-censorship, but it has important
differences from yours; and we must
learn from you how to sell our pictures on
the world market," he said.
Speaking of Germany's censor body, he
said it is made up of individuals from the
industry, the state and the church. But pictures
are censored only after they are completed.
"We are working for a closer cooperation
between this censor body and the producers
so that if
possible it may read and advise on
pictures while they are still in the script stage
as the MPAA does here," he said.
Such self-censorship of films began in
Germany in 1949 after the occupying allies
turned the job back to the state, and already,
he revealed, there is a strong movement
among churchmen to raise the age limit
for viewing adult films from 16 to 18 years.
He stated that the growing German film
industry, which recently was augmented by
the formation of a new UFA—although it will
not enjoy the virtual monopoly of the old
UFA—should not attempt to send its pictures
abroad until the foreign public has
been prepared with proper publicity and exploitation
to receive them.
"We are making films which can and
should be seen in America," he said, "but up
to now they have been seen—and very few
of them have been seen—only in the art
houses. We are now studying the problem
of whether to dub in English or to release
them in German with English subtitles."
Most major American film export companies
belong to the German Distributors
Ass'n which Dr. von Hartlieb heads. American
films shown in Germany number about
230 yearly of the 500 films exhibited there.
Folsom Will Be Honored
By Poor Richard's Club
PHILADELPHIA—Frank M. Folsom, president
of the Radio Corp. of America, will receive
the 1957 gold medal of achievement
of the Poor Richard's Club at its 52nd annual
dinner January 17 at the Bellevue Stratford.
Previous winners have included President
Eisenhower. Walt Disney, WUl Rogers. Will
H. Hayes, David Samoff. Vice-President
Richard M. Nixon, Bob Hope, Ted R. Gamble,
Gen. Douglas MacArthur, Clare Boothe
Luce, Alfred P. Sloane jr., Capt. Eddie
Rickenbacker and Walter D. FMUer.
William Berke Quits TV
To Produce UA Films
NEW YORK—William Berke has resigned
as executive producer of Guild
Films to form his own New York producing
company to make feature-length
films for United Artists release.
Berke has taken a leave of absence
from Guild to produce "Four Boys and
a Gun," now completed. He is now
shooting his second feature, "Cross-Up,"
starring George Montgomery, at the Biltmore
Studios in New York. The picture
was written from an original by Philip
Yordan and also stars Geraldine Brooks
with Nehemiah Persoff.
Prior to entering the TV field to make
"Man Against Crime," "The Hunter,"
"Annie Oakley" and other filmed TV
shows, Berke was a producer-director for
Paramount, BKO and Columbia, during
which time he produced 135 features, including
"The Steel Helmet" and the
Johnny Weissmuller "Jungle Jim" series.
Sees Great Opportunities
For Success in Industry
NEW YORK—It is a wonderful time to be
in the motion picture business because there
are opportunities unrealized as yet to make
pictures that are something more than just
entertainment, according to Helen Ainsworth,
producer. She is associated with Guy Madison
in Romson Productions, which has a
producing-releasing arrangement with Columbia.
The company's first film, "Reprisal!" is in
release and a second. "The 27th Day," will
be released in March. The contract with
Columbia is for six films in five years, with
Madison starring in four of them.
Miss Ainsworth stressed that films can
aid in constructive thinking while being entertaining
if any theme or message introduced
is handled subtly. "Reprisal!" creates
sympathy for the American Indian and argues
for tolerance she said. "The 27th Day,"
while "science-fact," is an argimient for
world peace.
The third film, to be started early in 1957,
will be based on a story, "Sky Ring Water,"
by Louis Lamour. dealing with a treasure
hunt in Puerto Rico.
Miss Ainsworth will return to the coast
within a week and prepare for the stage
production of "And So to Bed," based on
Pepy's Diary, at the Pasadena Playhouse.
If it is successful, it will be made Into a
film.
Miss Ainsworth said Romson Productions is
interested in developing new screen personalities.
She argued for a "blending" of both
sexes in the Industry, saying that if more
women were used in important posts, their
intuitive talents could result in more films
attractive to women. She is the only woman
active in production.
(Continued from page 23)
Dailey. Producer-Director. Nunnally Johnson.
"West of Abilene." In a town near Abilene,
a gunslinger is hired by big ranchers to wipe
out the small cattlemen in the area. Stars
Scott Brady. Mala Powers. Bill Williams.
Producers, Scott Brady and Bernard Glasser
for Regal Films. Director, Edward Bernds.
UNITED ARTISTS
"Jungle Heat." Scheduled for filming on
the island of Kauai, it concerns fifth column
activity in the Hawaiian Islands prior to the
Japanese attack, which sparked World War
II. Stars Lex Barker, Mari Blanchard. Glenn
Langan. Executive Producer. Aubrey Schenck
for Bel-Air Productions. Director. Howard
W. Koch.
"The Wayward Bus." Scripted from a John
Steinbeck novel, it's a story of a combination
cafe owner-bus line operator who plans
to leave his alcoholic wife for a beautiful
girl; but when his bus is stranded in a storm,
he realizes that running away from his domestic
problem won't solve it. Cinemascope.
Stars Gene Tierney. Producer. Charles Bracket!.
Director. Henry Hathaway.
"Sweet Smell of Success." Based on Ernest
Lehman's Cosmopolitan magazine novelette,
it is the behind-the-scenes story of the career
of a male vocalist on Broadway. Stars Burt
Lancaster. Tony Curtis. Susan Harrison. Producer.
Ernest Lehman for Norma-Curtleigh
Productions. Director, Alexander MacKenrick.
UNIVERSAL-INTERNATIONAL
"Pay the Devil." Jeff Chandler will portray
the sheriff of a present-day western
town, who is nearly killed before he is able
to make the citizens realize the importance
of maintaining law and order. Stars Jeff
Chandler, Orson Welles, Colleen Miller. Producer.
Ernest Lehman for Norma-Curtleigh
Arnold.
Recruiting 45 Film Stars
For 'Story of Mankind'
Could be that producer Irwin Allen is trying
to be a poor man's Michael Todd, whose
"Around the World in 80 Days" boasts a
roster of more luminaries than has ever
before been assembled under one celluloid
roof. Early indications are that in his forthcoming
screen version of "The Story of Mankind."
which is to be made for Warner Bros,
distribution by his independent Cambridge
Productions. Allen will make a pass at Todd's
record.
Five more of Hollywood's well-established
names—Ronald Colman. Hedy Lamarr. Marie
Wilson. Charles Coburn and Yvonne DeCarlo
—have been signed for starring roles in the
opus. Colman will enact the role of the Spirit
of Man, Miss Laman- will play Joan of Arc,
Miss Wilson will portray Marie Antoinette,
Coburn will essay the role of Hippocrates, the
father of medicine, and Miss DeCarlo will
take the part of Cleopatra. They join Vincent
Price, Sir Cedric Hardwicke and Peter Lorre
In the Technicolor feature to be based on
the Hendrik Van Loon tome. Allen says
that, in all. more than 45 stars will be recruited
for the picture.
26 BOXOFFICE :
: November 3. 1956

^SUASION"

k^ a/te^ ^ud&Z
'TRIENDLY PERSUASION is the best all-around movie I've ever seeni"
—JOHN BALABAN
^^A great motion picture. It groups attraction-wise with ^The King
ancJ r and 'War and Peace'. Stands with its distinguished producerdirector's
Academy-Awarded 'Best Years of Our Lives'. Sure to open
big and run long in all areas."
—MOTION PICTURE daily
''Family Medal Award! Excellent! All the performances are v\^onderfully
human."
—parents magazine
"Richly deserving of the utmost in bookings, playing time and showmanship.
Should pay off handsomely!"
BOXOFFICE
A cinch to win more honors for William Wyler. He already has
won two Oscars, a regular cinemagician!"
—IRV KUPCINET, Chicago Sun Times
"Picture of the month!"
— SEVENTEEN
"Academy Award caliber!"
— CORONET
"Sock, rich in human values. Contains just about everything in the
way of comedy and drama, suspense and action."
—VARIETY
"Outstanding. One of the best pictures of the year."
— REDBOOK
"A must-see picture. William Wyler has given it the best in all departments.
A boxoffice certainty."
—SHOWMEN'S trade review
"Fresh . . . joyful . . . exciting. Brings back to the screen something long
absent— a movie the whole family will enjoy."
look
This Is the NEW ALLIED ARTISTS!

The nation's top deluxe houses are set with "FRIENDLY PERSUASION"!
'Los Angeles FOX WILSHIRE
Baltimore HIPPODROME
San Francisco . .UNITED ARTISTS
New Orleans SAENGER
Washington, D.C ONTARIO
Miami
OLYMPIA
Buffalo
LAFAYETTE
San Antonio
AZTEC
Indianapolis
KEITH'S
Memphis
MALCO
Salt Lake UPTOWN & VILLA
Birmingham
Augusta
New Haven
Miami Beach
Spokane
Louisville
Portland
Provo
Appleton
RADIO CITY
EMPIRE
IMPERIAL
PARAMOUNT
BEACH
MUSIC BOX
LOEWS STATE
STRAND
PARAMOUNT
RIO
Chicago
Cincinnati
Pittsburgh
Seattle
Denver
Houston
MUSIC HALL
UNITED ARTISTS
KEITH S
PENN
MUSIC BOX
CENTER
MAJESTIC
Omaha
OMAHA
Oakland
FOX
Boston . . PARAMOUNT, FENWAY
Jacksonville
ST. JOHNS
Canton
OHIO
Nashville
TENNESSEE
Austin
PARAMOUNT
Hartford
ALLYN
Boise
PINNEY
SUNSHINE
Albuquerque
Galveston
STATE
Tacoma
MUSIC BOX
Atlantic City BEACH
Harrisburg
STATE
Utica
OLYMPIA
Richmond BYRD & STATE
Troy
TROY
Philadelphia
STANLEY
Detroit
MICHIGAN
Cleveland HIPPODROME
Atlanta
FOX
Dallas
MAJESTIC
Minneapolis
STATE
Albany
STRAND
St. Paul RIVIERA
Oklahoma City CENTER
Charleston
CAPITOL
El Paso PLAZA
Akron
STRAND
Providence
STRAND
Pensacola
SAENGER
Sacramento
CREST
Lincoln
VARSITY
Sheboygan SHEBOYGAN
Youngstown
WARNER
Springfield PARAMOUNT
Schenectady PROCTOR'S
Sioux Falls STATE
Greenville
PARIS
Colorado Springs CHIEF
Dubuque
GRAND
Rochester
CHATEAU
Logan
CAPITOL
Co.
ANTHONY PERKINS
whom Louella Parse
calls: "THE FINEST
YOUNG ACTOR S1N(
JAMES DEAN!"
">frO(j,
iJcing
Fro,
*'M cos,..
M °''e Main
''"'
Ca«e«
Conij, Uspef/,-.
^ILLIA7 ?r"- -y "cted by
O/M/r/j,
^'OWK//y
Hej
PATBI
sin
"Frier
Persua

V Showmanship
BETWEEN THE LINES
J^evieufL > >
2'HE ESTIMATED 2,000,000
saw MGM's "Thirty Seconds Over
Tokyo" over Los Angeles' KTTV on the
night of October 12 is more significant
than is realized by some industry people.
Picture theatres in the Los Angeles area
took a beating that night and the program
dipped heavily into the shows of the other
networks. It is reported that CBS was so
astonished by the public reception that it
is deferring the production of 30-minute
TV films and will go in more for top pictures
of the past.
We are not trying to minimize the entertainment
values of "Thirty Seconds
Over Tokyo," but the point is Colgate
didn't merely list the picture as being its
offering for the evening. Colgate, via its
agency, Ted Bates, went all out to tell the
public about it. The newspaper lineage,
persons who
the promotion, the exploitation, the publicity,
the showmanship and ballyhoo that
went into it paid off, corralUng the theatres'
potential customers in their own living
rooms. With all due respect to MGM
and the picture, there have been better pictures
seen on TV, but John Q. Public wasn't
told about them in such a P. T. Barnum
style.
It's like the manager who asked his
cashier what she did when a patron forgot
to pick up his change. The cashier said
she tapped on the window with a dollar
bill. Maybe we've all been guilty of trying
to attract public attention by tapping with
a dollar bill instead of a hammer. Television
is using the kind of showmanship
which made the motion picture industry.
•
New Lending Source?
pOR THE nine months ended September
30, the lending volume of the CIT
Financial Corp. was $3,596,000,000. And that
ain't hay. A large part of it was with automobile
dealers and individual purchasers
of cars. Last year, 1,000,000 customers
paid their final automobile installments
and, so far this year, 920,000 have paid
off CIT loans on their cars.
Well, what's all that got to do with the
motion picture industry? Nothing really,
but then again, maybe it has. Last week
we queried the huge financing company
about the possibility of it entering the
motion picture equipment field. The answer
was that the company had no definite
plans, but that it might consider handling
the accounts of manufacturers and distributors
if approached. It was possible,
a spokesman said, that a financing plan
could be set up, but there would be no direct
loans to exhibitors for theatre renovating.
The conversation ended right there,
but we were able to detect some interest
and so we've got a hunch that we've put
a bee in a bonnet or two. It's quite possible
that CIT would open the doors if
enough
By AL STEEN
interest were evidenced by exhibitors and
equipment people alike.
Who can tell? A CIT plan might be better
than some of the red tape and restrictions
that are involved in loans by the
Small Business Administration.
From the Taxi Driver
0URING the Theatre Owners of America
convention we were obliged to commute
via taxi between our office and the
Coliseum. On one trip, the driver, noticing
that we had forgotten to take off our
badge, asked us how the motion picture
business was getting along. We gave him
an account on the state of the industry
and then he told us that his neighborhood
theatre was always packed.
He said that a new owner had taken
over not so long ago and that on his first
day he handed out souvenir pencils and
writing pads and asked his patrons to
write out how they thought the theatre
should be operated, policies, starting time
of the main feature, etc. He said the
new owner then studied the replies and
followed the suggestions of the majority.
Results: Capacity houses most of the time.
We asked the driver the name of the
theatre and jotted it down on the back of
an envelope. Then we tossed out the envelope.
But we were able to think of a
name that sounded right and we got the
manager on the telephone. We told him
what the taxi driver had told us and asked
for more data, pointing out that the pencil
and tablet idea was good showmanship.
"You got the wrong theatre," the manager
said, "but you've sure given me a
helluva good idea."
Carl Peppercorn Named
To Continental Post
NEW YORK—Carl Peppercorn, Canadian
sales manager of RKO for the past several
years, has been named
executive assistant to
Frank Kassler, president
of Continental
Distributing, Inc., according
to Kassler and
f.^^^^
Walter Reade jr.,
chairman of the board.
Peppercorn will work
with Kassler in supervising
and coordinating
all activities of the
company.
Carl Peppercorn Peppercorn, a veteran
of 28 years in the
industry, had been executive assistant to
Charles Boasberg, when the latter was general
sales manager of RKO, before being
named to the Canadian post. Earlier, he had
held various pasitions with RKO in New York,
Pittsburgh, Seattle and Oklahoma City.
Continental's current release is "The Snow
Was Black," now at the Baronet Theatre in
New York. Others are: "Secrets of the Reef,"
an October release, and "The Ship That Died
of Shame," released in September.
Give to the Christmas Salute to help support
the Will Rogers Memorial Hospital.
< < ^ici4AeA
CURUCU, BEAST OF THE AMAZON (U-I)
—A better-than-average jungle melodrama,
actually filmed in Eastman Color
in the Amazon jungle, this programmer is
packed with thrills and shudders. While
name value is mild, the picture is highly
exploitable, especially when coupled with
"The Mole People," a fantastic sciencefiction
feature also released by TJ-I. Written
and directed by Curt Siodmak and
produced by Richard Kay and Harry Rybnik.
Stars John Bromfield, Beverly Garland
and Tom Payne.
MOLE PEOPLE, THE (U-I)—A different
type of science-fiction drama, which deals
with a race of undergrround people instead
of those from outer space, this is frightening
and fantastic enough to appeal to action
enthusiasts and the younger fans even
if a few grownups might find the doings
a bit silly. However, when coupled with
"Curucu, Beast of the Amazon," which
U-I is selling as a double horror program,
it should do strong business in neighborhood
and downtown key spots. Directed
by Virgil Vogel and produced by William
Alland. John Agar, Cynthia Patrick, Nestor
Paiva.
RIVIERA (IFE)—An attracUve Utle, plus the
sexy allure of Martine Carol, French film
beauty who has considerable name draw
with art house devotees through "Adorable
Creatures," "The Bed" and "Sins of the
Borgias," are almost the only redeeming
features of this Titanus film, which was
filmed on the Italian Riviera in Ferrianacolor.
Directed by Alberto Lattuada. Martine
Carol, Raf Vallone, Clelia Matania.
WEE GEORDI£ (G. K. Arthur)—The eyefilling
beauty of the Scottish Highlands
and the several heart-warming performances
are the great assets of a charming
and gently humorous British import which
is excellent fare for the art houses, where
Alistair Sim has become a name draw because
of "The Belles of St. Trinian's" and
other English comedies. Written and produced
by Sidney Gilliatt and Frank Launder
(Launder also directed) in Technicolor
in glorious Scottish locations and at the
Olympic Games in Melbourne, Australia.
Bill Travers, Alistair Sim, Norah Gorsen.
These reviews will appear in full in a
forthcoming issue of BOXOFFICE.
'Commandments' Research
Documented in Book
HOLLYWOOD—The wide research assembled
for Cecil B. DeMille's production of "The
Ten Commandments" has been documented
and put into book form by Henry S. Noerdlinger,
research consultant for the dramatization
of the life of Moses, and has Just been
published by the University of Southern California
Press under the title "Moses and
Egypt." It marks the first time in the history
of motion pictures that such a work has
ever been compiled from research done for
a film.
30 BOXOFFICE :
: November
3, 1956

V
«
THIS
FABULOUS
DOUBLE-CREATURE
SHOW
HAS BEEN SET
/ /
Ki^
FOR EARLY
PLAY-OFF
'east of the
'MAZON'
BROMRELD
in Spectacular /f/y/JG/
Eastman (AnA/fU
BEVERLY GARLAND
II THOMAS TOM PAYNE HARVEY CHAIK
Written and Directed by CURT SIODMAK
Produced by RICHARD KAY and HARRY RYBNICK .,
IN THE
NATION'S
FINEST
THEATRES
Austin, Texas
State
Palace
Columbus, Ohio
Syracuse, N. Y Paramount
Minneapolis, Minn Orpheum
St. Paul, Minn Orpheunn
New Haven, Conn Paramount
Norfolk, Va
San Francisco, Calif. .
Portland, Me
Dayton, Ohio
Manchester, N. H
Cincinnati, Ohio
Boston, Mass
Jacksonville, Fla
Oakland, Calif
Rochester, N. Y
Steubenville, Ohio
Worcester, Mass
Tampa, Fla
Denver, Colo
State
.Golden Gate
Civic
Colonial
Strand
Palace
Memorial
Imperial
T«&D
Palace
Paramount
Capitol
Park
Paramount
Oklahoma City, Okia Harber
Detroit, Mich. . . . Broadway Capitol
New Orleans, La
Joy
Springfield, Mass. Bijou
Youngsto\A/n, Ohio .... Paramount
Atlanta, Ga
Paramount
San Antonio, Texas Majestic
Lincoln, Nebraska
Lincoln
Washington, D. C
Keiths
St. Louis, Mo Missouri
Cleveland, Ohio Hippodrome
Beaumont, Texas
Jefferson
Florence, S. C
Colonial
Indianapolis, Ind
Indiana
Fort Worth, Texas
Worth
Charlotte, N. C
Center
Newport News, Va
Toledo, Ohio
Amarillo, Texas
Chicago, III
Columbia, S. C
Houston, Texas
Paramount
Rivoli
State
Roosevelt
Ritz
Majestic
. . . ond many more
Book 'em NOW at your Universal Exchange

—
—
^
jOT until recently—and woefully belated—has
any substantial attention
been focused on one of the ills that is
unquestionably contributing
a recognizable
share to the difficulties
currently confronting
the motion
picture trade, specifically
the ballyhooing
and exhibition ,^,
branches thereof. It
stems from contractual
stifling
specifications
concerning credits in
the picture advertising
*''''"*
FUnn
for producers, directors, writers and troupers.
It is nurtured by vanity and agents'
both talent and press—avarice and misguided
conceptions of apple polishing. It is a part of
a Cinemania caste system that is as archaic
as many of yesteryear's great who adhere
thereto.
Periodically in the past, the men whose
business it is to stimulate the sale of tickets
to movie theatres—particularly those members
of the drum-beating fraternity who approach
their jobs conscientiously and realistically—have
raised an occasional wilderness
voice in protest against the ridiculous
restrictions placed upon them, and the advertising
messages they spawn, by front office
pacts anent billing of individuals. They
have pointed out that a deplorable portion
of the limited space at their command
whether it be in newspapers, magazines or
on billboards—must be devoted to a jumble
of credits that mean virtually nothing outside
of Hollywood.
Recently there have been encouraging signs
that such scattered laments may be increasing
to
attention.
Item: At the recent Phoenix, Ariz., convention
a volume that might command some
of National Theatres' executive personnel,
Thornton Sargent, advertising chief of
that circuit, emphatically and articulately
stressed the need for alleviating the credits
system if theatre advertising hopes to attain
a maximum of possible productivity in today's
highly competitive market.
Item: John Plinn, advertising and publicity
head of Allied Artists, in writing a
guest column for a vacationing tradepaper
pillarist, waxed verbose and vehement on the
subject of "compulsory advertising credits,
which have increased to a point where our ads
are almost swamped with them . . . it's time
for a constructive forum to
be held with all
parties concerned to find a solution that will
enable the various advertising departments
to sell the picture Itself and all actual boxoffice
factors pertaining to it rather than
credits for Individuals who do not represent
real values in stimulating public boxoffice response."
The Flinnian treatise, for all its literacy
and logic, is being rendered a bit ironical
because of the treatment being accorded
to "Friendly Persuasion," most expensive
and venturesome production project in
AA's history. In that treatment lies
the most flagrant, obvious approach to the
contractual-vanity-apple-polishing technique
that Hollywood has encountered in many
seasons. Every handout on the picture flowing
from Jovial Johnny's tub thumping
bailiwick refers to the opus as "William Wyler's
'Friendly Persuasion'." This practice is
pursued to such a repetitious extent that occasionally
a release fails to even mention
Allied Artists and makes but passing reference
to the film's name-worthy stars, Gary
(Jooper and Dorothy McGuire, personalities
upon whom the opus must depend, per se, for
me attraction of initial interest.
It should not be too difficult to find some
member of the Spring street gambling gentry
who would offer attractive odds that if a
cross section survey were conducted anywhere
east of Azusa, it would reveal that an iniinitesimaliy
small percentage of potential
L.cKeo uuyci's couIq oe^i tne palisiers who
William Wyler is and what he has ever done.
And with the possible exception of a few
buch as Cecil B. DeMllle, Samuel Goldwyn,
Alfred Hitchcock, David O. Selzmck and
Walt Disney—that would obtain as concerns
au creative toners in ihe celluloid vineyaras.
An arresting commentary on the over-all
situation is to be louna in the manner In
which television is ignoring credits that mean
little, if anything, to the general public. Recently,
station KITV, the local video outlet
mat has purchased Metro-Goldwyn-Mayer's
product backlog, launched the telecasting of
those features with "Thirty Seconds Over
Tokyo." A precedential amount of costly advertising
space was devoted to the debut. The
copy, designed to attract wide viewer interest—and,
parenthetically, to keep more
people away from movie theatres—made reference
to MGM's mighty "library"; it mentioned
the stars of the feature, Spencer Tracy, Van
Johnson, et al; but it gave nary a tumble to
those who produced, directed or scripted
the
vintage photoplay. Without resorting to
back-files research, one can safely assume
that when "Tokyo" made its first appearance
as theatrical film fare, the advertisements
thereon were characteristically cluttered with
the names of those contributors.
It's about time for the film capital's creative
geniuses and their respective agents to
awaken to the fact that bucks are better than
bows, and that credits which hinder rather
than help picture patronage will not pay for
Cadillacs and swimming pools.
Gael Sullivan Dies;
Was TOA Executive
NEW YORK—Funeral services were held
here Wednesday (31) for Gael Sullivan,
former executive director
of Theatre
Owners of America,
who died suddenly
Saturday night (27) at
his home. For the last
several months he had
been associated with
Magna Theatre Corp.
in the promotion of
"Oklahoma!" He
served as the top T'OA
administrative officer
from June 1948 to September
1952. Although Cl^e' SulUvan
the rumors were not confii-med, there had
been reports in recent weeks that he was
under consideration for reappointment to the
post.
Sullivan, who was 51 years old, at one
time was executive director of the Democratic
National Committee and a former
assistant Postmaster General. He was credited
with having inaugurated the helicopter service
in the delivery of mail.
A native of Providence, R. I., Sullivan
became an associate professor and lecturer
at De Paul University following his graduation
from college. He subsequently served
as contact executive for B. A. Holoway &
Associates, advertising agency; liaison officer
for the Century of Progress Exposition,
Chicago; associate state director of the
Federal Housing Administration in Illinois;
Assistant Postmaster General and Administrative
assistant to the late Mayor Edward
J. Kelly of Chicago. As a major, Sullivan
participated in the North Africa and Italian
campaigns in World War II.
Survivors are his wife, two sons and two
daughters.
Mrs. Mary Ricketson
DENVER—Funeral services for Mi-s. Mary
Ricketson, 82, mother of Frank H. Ricketson
jr., general manager in charge of theatre
operations for National Theatres, Inc.,
Los Angeles, were held here Monday (29)
at St. Philomina's Catholic Church. Burial
was at Mount Ohvet Cemetery. Mrs. Ricketson,
who was born in Sprokestown, Ireland,
came to the United States in 1884 at
the age of 8 and lived in Stafford, Kas. In
1894, she was married to FYank H. Ricketson
sr., in Leavenworth, Kas., and lived there
until they moved to Denver in 1938. She
died Friday (26) here. In addition to her
husband and son, she is survived by three
daughters, Mrs. Harold Medill, Independence,
Kas.; Miss Mary Anne Ricketson, Denver,
and Mrs. Tom Brennan, Cheyenne, Wyo.;
seven grandchildren and four great grandchildren.
Ginger Rogers Forms Own Unit
HOLLYWOOD—While her plans seem to
be somewhat on the ambiguous side, actress
Ginger Rogers again has announced the formation
of her own independent filmmaking
company, this time under the title of Lincoln
Productions. Reportedly, Lincoln plans
to make film fare for both theatrical exhibition
and television; and will undertake
a program—as who doesn't?—of developing
new talent.
32 BOXOFFICE :
: November
3, 1956

k any exhibitor
who has played
THE
UNGUARDED MOMENT
to tell
you about
the astounding
I
audience reaction to
JOHN SAXON,
Universal's new
teen-age sensation.
Better still,
book
tHE UNGUARDED
[OMENT now
and watch your
audiences acclaim
a new star!
m
UNIVERSAL-INTERNATIONAL presents
ESTHER WILLIAMS GEORGE NADER 'The UNGUARDED MOMENT"
•
Print by Technicolor • Co-starring JOHN SAXON with EDWARD ANDREWS • LES TREMAYNE
Directed by HARRY KELLER • Screenplay by HERB MEADOW and LARRY MARCUS • Produced by GORDON KAY

Walter Lantz Talks of Popularity
Of Cartoons and the Rising Costs
NEW YORK—"Despite the fact that shorts
are very important to a film program—comparable
to the comic sheet in a daily newspaper
— exhibitors refuse to pay any
money for them," Walter Lantz, head of
Walter Lantz Productions, which releases a
program of cartoons through Universal, declared
here this week.
The present film rental for a cartoon,
averaging about $3.50 per booking, should be
increased "to a $10 per booking minimum,"
because of the steadily rising costs for cartoons,
which now average $35,000 per sixminute
cartoon — "as much per foot as a feature
film costs," Lantz said. "However, I'll
be satisfied if we could Just get a 50 cent increase
per booking," he admitted.
12,000 TO 13,000 BOOKINGS
Exhibitors appreciate the entertainment
value of cartoons and they give them more
playing time than any other type of short,
he commented. Lantz' cartoons now get from
12,000 to 13,000 bookings and can gross approximately
$60,000 each domestically. But,
with a $10,000 print cost added to the $35,000
production cost, it takes Lantz four years to
get back a profit. The current number of
bookings is a drop from the 16,000 bookings
per cartoon in the peak years of 1946-47.
Lantz, who will celebrate his 40th year in
the business in June 1957, has been with Universal
for 27 years (at that time he developed
the "Oswald the Rabbit" black-and-white
cartoon) still makes 13 new cartoons in color
for Universal each year, in addition to six
he reissues through the company each year.
Of the 13 new cartoons, six are Woody Woodpecker
subjects, three are Chilly Willy and
the other four are for experimenting with
new cartoon characters. Although cartoon
rentals are still a major complaint with Lantz,
he has nothing but praise for the U-I sales
force, which gets many repeat bookings for
his cartoons, he said.
Lantz started more than two years ago
making his cartoons six minutes long, instead
of 7-8 minutes as formerly, and he now finds
that all the other cartoon makers have followed
suit. He said that the use of Cinema-
Scope in cartoons was found to be "not
practicable" as they cost much more and
"exhibitors wouldn't give a nickel more for
Cinemascope cartoons."
DEPLORES RISING COSTS
"If costs continue to rise, we won't be able
to make cartoons for theatres any longer,"
Lantz predicted, in mentioning that no new
cartoon producers can start out these days
because of the term of years it takes to get
back the original production costs and to
start making a profit. There is also no way
to train new cartoon artists, who have to be
animators and artists at the same time. Lantz
mentioned that the only cartoon makers still
In the business are Paul Terry, who makes
Terrytoons; Warner Bros., which makes several
cartoon subjects; Famous Studios, which
makes Paramount's cartoon series; MOM,
with its Tom and Jerry cartoons; UPA,
which makes "Mr. Magoo," and Disney, who
no longer makes any new cartoon shorts.
Disney's cartoons used to cost blm $60,000
each, Lantz commented.
Lantz has $250,000 tied up in new cartoons at

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LETTERS
FAVORS TICKET PRICE CUTS
BOXOFFICE, July
In reference to page 18,
28. 1956, "Will Cutting Prices Increase Attendance?"
I think they are kidding themselves to say
it won't. In our case, our standard admission
is 50-15 cents. With a $30,000 investment, now
the only movie house in our county operating
where there are four others, it is not making
one man's wages, what with the expense there
is to operating a theatre nowadays (transportation
prohibitive). We couldn't lower the
50-cent admission, but to prove that people
are still interested in movies, if it weren't
for the money, we are now and have been for
12 weeks (have three more to go) running
one show per week sponsored and paid for
by 30 of our merchants, giving out free tickets
and showing to from 450 to 550 people per
night. We were lucky in the past to get onefifth
that number on our paid nights, and
this program has built up our paid nights
some since we started it.
We get them in the house, they get a
chance to see what's coming and that movies,
as shown in theatres with modern equipment,
are still the world's best and outstanding
entertainment and have no equal from any
angle and that motion pictures are better
than ever.
TV has broken the habit of most of the
older people to get out and go to a movie,
but many of them are fed up with what they
have to contend with and are again attracted
by pictures as big as the side of a barn in
brilliant, glorious, natural color, where you
can see plainly the whole countryside for
miles, without interruption.
But don't tell me that price doesn't have
anything to do with attendance. It is the
regular patron that counts and not so much
the stragglers, and for a family it counts up.
They figure the price of a ticket. They don't
figure the investment of $400 or $500 in a
TV set, and after the guarantee has run
out, the service and upkeep for which they
could attend motion pictures for a long time.
P. S. We are operating in hopes of better
times.
Regale Theatre,
Salem, S. D.
N. A. JORGENSEN
URGES APPEAL TO TEENAGERS
There is a good deal of comment in the
trade magazines these days about kiddy
shows; about the many advantages of cultivating
the 6 to 12 age group by running
weekly kiddy shows, etc. The idea seems to
be that If we can get the kiddies into the
habit of attending movies they will carry it
over into adult life.
I submit that this is false. If exhibitors
would examine this idea, they would realize
that behavior patterns formed in grade school
are immediately discarded when children
reach adolescence and begin dating. The
things one did when 6 to 12 years old are
now "kid stuff." The more we cater to this
very young group, the more movies will appear
Juvenile and unappealing to the same
kids during their adolescence.
It also can not be disputed that a theatre
full of noLsy children tends to drive adult
patrons away, and they are always noisy.
If we are not forming a real theatregoing
habit in these young children, why should
we cater to them at all? I»rofit isn't the
reason, because the profit for a regular series
of kiddy shows is negligible, considering the
work, time and money consumed. (Cartoon
festivals on special occasions are an exception
to this. Profits can be very good on these.)
The age group we should try to appeal to
is
the young teenagers. When youngsters begin
dating, entertainment patterns formed
then remain habits for many years of adult
life. Student discount cards are an excellent
means of encouraging theatre attendance in
the group.
I realize that these ideas go against the
current accepted beliefs by exhibitors, but I
believe that a discussion in your magazine
about this may be a good thing. I would also
like to see what editorial comment you have
to make about this.
Manager,
Main and Uptown Theatres,
Pueblo, Colo.
PRANK HOPPER
ANSWERS TO SOME QUESTIONS
Your magazine has been my reference
manual for the past 20 years, and to date I
have never had the urge to write in any
comments. However, after reading your editorials
in the October 13 issue, I felt that
I had some information that may answer
some of the questions you pose therein.
I have a small-town theatre and the opportunity
to preview my product has always
been a problem, both from distance to exchanges
and for financial reasons. I have,
however, what I consider the best substitute
and which works very well in my situation.
I find that the background of the publication
appeals to the various organizations insofar
as concerns the reviews from their own individual
organizations. I am referring to
"Joint Estimates of Current Entertainment
Films." This has been a great help to me and
answers nearly all the questions you set
forth in your editorial. There is one catch
to this, however, which I feel has been overlooked
by the people who publish the sheet.
They will not send it to anyone unless they
are active in one of the represented groups.
I receive mine through Boy Scout activities.
Your "Shorts Promotion Pays" editorial
brings up a point which I have always tried
to stress. I feel that a well-rounded program
must have more appeal than just feature
appeal. Your comment on old slapstick
comedy is well-founded. The supply on this
is very hmited, as you will note from that
ever-increasing cartoon listing and short
supply of two-reelers.
There is one avenue of shorts promotion
that is wide open and I am sure eight out
of ten exhibitors will throw up their hands,
if I mention it, and that is serials. For my
part, I wouldn't consider running one of the
company -produced serials listed at present.
In general, I find that they insult the intelligence
of anyone over six years old, and up
to that time they come with their parents
to my theatre for free.
I have studied the procedure of the TV
presentations and they are working the
serial game to the fullest extent and can show
very good results. Not because of the type
of movies presented, but because the old
serial gimmick still works with the public.
I have a suggestion that may be of help to
other exhibitors. A serial Is nothing more
CALENDARiEVENTS

—
M
Salute Chairmen May
Set Salute Dates
NEW YORK—Exchange area distribution
chairmen can set their own meeting dates in
planning for the seventh annual Christmas
Salute to the Will Rogers Memorial Hospital.
A. Montague, president, said the flexible date
plan should result in greater participation
and attendance in each area.
The distributor chairmen are inviting the
attendance at the meetings of the local exhibitor
chairmen, branch managers, exhibitors,
radio and television executives,
equipment and accessory dealers and allied
industry executives who make up the exchange
area committee.
The Christmas Salute goal this year is
$250,000 and 150,000 signatures on the scrolls.
The drive will run through January 15.
The distributor chairmen are:
Albany—Max Westebbe, RKO; Atlanta-
Bill Hames, United Artists; Boston—William
Kumins, Warner Bros.; Buffalo—Jack Mundstuk,
Loew's; Charlotte—J. E. Holston, 20th
Century-Fox; Chicago—L. R. Berman, Universal-International;
Cincinnati—R. C. Mc-
Nabb, 20th-Fox; Cleveland—Jack Sogg,
Loew's; Dallas—Frank Rule, Paramount;
Denver—James Ricketts, Paramount; Des
Moines—David Gold, 20th-Fox; Detroit
Lloyd Krause, RKO; Indianapolis—Murray
Devaney, Columbia; Jacksonville—E. C. Price,
RKO; Kansas Ciy—Joseph Neger, 20th -Fox.
Also, Los Angeles—Jack Dowd, Republic;
Memphis—R. C. Settoon, U-I; Milwaukee
M. P. HoUoran, U-I; Minneapolis—M. B. Adcock,
Warner Bros.; New Haven—Henry Germaine.
Paramount; New Orleans—H. Duvall,
Columbia; New York—Ernest Sands, Warner
Bros.; Oklahoma City—C. Hudgens, U-I;
Omaha—J. H. Jacobs, Columbia; Philadelphia
—Charles Zagi-ans, RKO; Pittsburgh—James
Hendel, UA; Portland—Louis Amacher,
Loew's; St. Louis—Ray McCafferty, Republic;
Salt Lake City—C. P. Nedley, Loew's; San
Francisco—Al Shmitken, Warner Bros.;
Seattle—Henry Haustein, Paramount; Washington,
D. C.—Ben Caplon, Columbia.
Boy Is Scared to Death
Watching Horror Film
CHICAGO—A coroner's physician testified
October 30 at an inquest here that 9-yearold
Stewart Cohan was actually scared to
death by the horror picture, "The Creeping
Unknown," at the suburban Oak Park Theatre.
The boy toppled from his seat and died
Sunday at a climactic moment in the picture,
which was part of a double horror bill.
Dr. Albert H. Baugher testified after performing
an autopsy that the boy's heart was
smaller than usual. He said, "the boy died
of a heart collapse after extraordinary tension
while watching a movie."
Two playmates testified Stewart fell to
the floor just when a rocket ship crashed
and exploded in the film.
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•THERE is intense excitement in Wardour
Street at the news of John Davis' decision
to set up a Rank distributing company
in the U. S.—a project dealt with in this
column some weeks ago. Many British producers
believe that at least, they will have
a chance of securing rich boxoffice rewards
as a result of this Rank releasing setup.
While full details of the organization and the
personnel who will handle it are not yet
known, quite a number of independent producers
over here are expected to transfer
their product to JARFTtD rather than rely
on an American distributor to do the job.
* * *
On the eve of the news that the Rank
Organization will open up its own distribution
setup in the U. S., Sir Tom O'Brien,
general secretary of the National Ass'n of
Theatre and Kinematograph Employes was
speaking in Birmingham. In his address
the trade union chief called on film producers
to establish a British film center in
the U. S. "Its object should be to radiate
the ideal British films throughout the
States," O'Brien said. He knew that this suggestion
had been opposed "by very strong interests"
in this country for some time. Now
it was no longer possible for the industry
to afford to be without its own film center
in the States. In his speech Sir Tom caused
a few eyebrows to be raised by suggesting
that there should be some kind of compromise
"between public ownership and the
happy-go-lucky do-as-you-please situation
now facing the British film industry today."
He said that what was wanted was a kind
of trade commission that would be a "cushion"
or "lightning conductor" against the demand
for nationalization on the one hand and a
general free for all on the other. This commission
would be a responsible body In the
business and fully representative of all sections
of the Industry. It was not good for the
industry to be dominated by any one faction
or corporation. It led to the worst kind of
control, where a very small group of men
could impose their dictates on the rest and
where the many could suffer from an error
made by the few.
* • *
Wolf Mankowitz, the British novelist,
broadcaster, impresario, screen-writer ("A
Kid for Two Farthings" and "Trapeze") and
man-about-town, has been appointed head of
Columbia's script department. He should
bring a fresh and original mind to his job.
For Mankowitz is nothing if he is not a rich,
gusty character built and made on the same
generous proportions as Orson Welles. He Is
a bom raconteur, speaks several languages,
has a tjrpically Jewish business sense and is
a bom showman. Last week, Mankowitz returned
from Moscow at the invitation of the
Soviet Academy of Sciences. He came back
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brimming with ideas for making an Anglo-
Russian picture which he will personally
produce in this country. As whatever Mankowitz
sets his heart on doing usually comes
to pass, the next few months should be interesting.
* • *
The Society of Cinema Managers has
gone on record against the manner in which
the national press has publicized the Columbia
picture, "Rock Around the Clock." The
managers allege that the first incident that
occurred in a cinema showing the film had
nothing to do with teenage reaction to the
picture. A couple of hooligans began skylarking
and, after repeated requests to keep
quiet, were finally turned out of the theatre.
It was when they attempted to return by
the back exit that the trouble started. Someone
then reported "this incident" to the
press, which tied it up with the main feature
and Fleet Street did the rest. The result
has led to dozens of cancelled bookings because
of local councils fearing further disturbances.
T'he SCM statement pointed out
that the picture had been seen in scores of
situations without any trouble before this
first
"incident."
* • •
The British Kinematograph Society last
week celebrated its 25th anniversary by holding
a dinner and dance at the Savoy Hotel.
FYank Hoare, president of the Associated
Society of Rim Producers, was guest of honor
and proposed the toast in the absence of
Sir Hartley Shawcross. Hoare seized the
opportunity by asking the BKS when it
would turn the searchlight of its skill and
knowledge into deep research for the benefit
of the film industry. He hoped the industry
itself would find it possible to align its
technical and practical side more and more
with those representatives of the creative
and artistic side of filmmaking.
• • *
Nat Miller caused great excitement on
Wardour Street when it was learned that he
would be roadshowing Walter Bibo's 70-
minute color film about a nudist camp, "Garden
of Eden." Apparently, this picture had
been secured by him in the face of stiff
competition from a number of other renters.
His first scoop was to get a certificate for
general showing of the film in London. Those
few folk over here who have seen "Garden
of Eden" believe that it should make a
packet of money for both Miller and producer
Walter Bibo, provided it is handled the
right way. And with 30 years' experience of
exhibiting behind him, there is no doubt
that Miller will do a first-rate job.
• • •
There was on bright piece of news for
British producers last week in the report of
the British Film Production Fund of its activities
in September. It was announced that
total rentals for the month amounted to
almost £1,000,000, the highest figure for
British films since the inception of the
Eady scheme. In August, British films showed
an increase with an addition of nearly 25
per cent over the same month in 1955. The
September total compared with 1955 was
nearly 50 per cent up.
Stresses Showmanship
At Grassroots Level
NEW YORK — American Broadcasting-
Paramount Theatres is increasing its
emphasis on showmanship at the grassroots
level. Edward L. Hyman, vice-president, is
meeting with AB-PT managers and executives
of its affiliates and urging a return to basic
merchandising in line with the ten-point program
set up by Leonard H. Goldenson, president.
Hyman met Monday (29) with the managers
and executives of Tri-States Theatre
Corp. With him was A. H. Blank, circuit
head. He met Friday (2) with the managers
and executives of the Minnesota Amusement
Co. in Minneapolis. He previously had met
with circuit personnel in Detroit, Buffalo and
Rochester.
Hyman called for "extra thinking and leg
work" instead of the usual type of campaign
on forthcoming pictures. He said that timetested
methods can be "dressed up" for use
today.
"The creative ability of the theatreman of
today," he said, "is every bit as good as the
touted showman of yesteryear, and I know
that given the go-ahead signal they will come
forward with promotional activities which will
recreate the aurora of wonder and drawing
power so instrumental in building our industry
to its greatest height and universal
appeal."
Hyman mentioned one additional requirement.
"The showmen of today," he said, "must
work together in closer cooperation for the
good of the whole. Greater participation in
the activities of local exhibitor organizations
and improved relations with newspaper, radio,
television and business people are important
'musts' of which the alert showman will take
full cognizance."
Hyman is being accompanied on his tour
by his assistants, Bernard Levy and Al
Sicignano.
Loren L. Ryder Resigns
As Para. Sound Chief
HOLLYWOOD—Loren L. Ryder, head of
Paramount's sound and engineering department,
has resigned—effective on appointment
of a successor—in order to devote more
time to his outside interests. Including Ryder
Sound Services and Magnetic Sales Corp.
However, he will be retained by Paramount
as a technical consultant to its chief, Y. Frank
Freeman.
A past president of the Society of Motion
Picture and Television Engineers, Ryder has
been with the Marathon street studio since
1929, during which time he figured importantly
in many technical developments, such
as
VistaVision.
George J. Schaefer Joins
Fields Productions, Inc.
HOLLYWOOD—George J. Schaefer has
been signed by Fields Productions, Inc., as a
production and distribution executive, announced
Ralph Fields, president of the new
independent company. Schaefer's first assignment
will be "Anniversary Waltz," filmlzation
of the stage comedy by Joe Fields, which is
scheduled to go before the cameras in late
January.
40 BOXOFFICE :
: November
3, 1956

.
INDUSTRY
EMPLOYEES
ARE
ASKED
The Christmas Salute — That's the time!
The time when everyone in the entertainment
industry helps everyone else
(including
Sponsored and
Operated by the
MOTION PICTURE
INDUSTRY
for the Entire
Entertainment
World
himself and family) . That's when we all
give cheerfully to support "Our Own"
Hospital and its tuberculosis care and
treatment and research programs . .
The Christmas Salute is on now —
So, be generous—
WILL ROGERS
MEMORIAL HOSPITAL
AND RESEARCH
LABORATORIES, Saranac Lake,N.Y.
National Office, 1501 Broadway, New York 36, N. Y.
mmj
Time for Cheerful Giving to Help Your Industry Friends
Will Rogers Hospital gratefully acknowledges contribution of advertising production by Universal Pictures Co., Inc. and of space by this publisher.
BOXOFFICE :
: November
3, 1956
41

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CauLpme^ • Cencedil&tta, > meiudlnMrjCA
NOVEMBER 3, 1956
SECTION OF BOXOFFICE
^
It'i time now fo plan a
Christmas display at the
concessions stand which
will not only enhance
its appearance but attract
more patrons to
buy. A truly "shining"
example is the decoration
of the stand at
Loew's Theatre, Rochester,
N. Y., which graced
the lobby lost year. Red
and silver glass beads
and sparkling, revolying
balls were employed to
achieve the effect.
featuring:
f

He drops in regularly
to
help you
make
more
,^.j,^
J,«t5- * '
money! f
The Coca-Cola Company representative who calls on you is the only national beveragecompany
representative who makes regular visits to your theatre. He's a trained
specialist in every phase of theatre refreshment. Why not profit from his experience.
Next time he drops in,
Ask him for these free services :
1. Complete drink analysis
2. Instruction and assistance in dispenser
maintenance
3. Colorful, business-building advertising materials
4. Experienced help with personnel training,
special promotions, all other elements of
your refreshment business.
He'll be (lad to help.
"COM-COU " Ado "COU " Un MOIirCHO TUMMMU WHICH OltTIHCUISH THI MOOUCt OF THI COdt-COI.* COMMNV. COM IMt THC COCA-COU COMHNV.

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EQUIPMENT WEAR AND TEAR
GOING TO YOUR HEAD?
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RCA INTRODUCES BRAND NEW SAVINGS
IN REPLACING WORN MAGNETIC HEADS
Time was when a complete magnetic cluster had to
go whenever pick-up heads wore out in your sound
system. But not any more, thanks to the latest development
by RCA theatre-equipment engineers. RCA's
new magnetic cluster— designed to fit any RCA
button-on soundhead— introduces a removable cap
that means hefty savings on that old problem of
pick-up heads that wear out. Here's how it works.
f
1 !
Here's your original magnetic
cluster, the unit you previously had
to replace entirely. Now, you can
insert a nevy cap at a fraction of the
cost of the whole cluster.
y
new RCA
Here's the heart of this
development . . . the removable cap
that incorporates fresh pick-up
heads for reproduction of one or
four magnetic tracks.
!
And here's
your end result ... a
cluster working like new because it
has brand new pick-up heads.
You've saved plenty of money and
time, thanks to RCA engineering.
..-.-'
This replaceable cap typifies the way engineers
work things at RCA. They make the best product
possible, then go on improving it, finding ways to
make it work better and longer and easier. This
all means better business for you . . . and the
sooner you call your independent RCA Theatre
Supply Dealer the better. He's ready to help you
start saving with RCA's new magnetic clustercap.
BOXOFFICE : : November
THEATfE EQUIPMENT SALES
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CAMDEN, N. J.
3, 1956
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New Ez-Erect Steel Trusses are designed to give theatre operators the
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strength and economy of erection.
Ez-Erect Trusses are designed so
that they can be shipped in just two sections by any common carrier.
The trusses are assembled on the ground and raised in groups of two.
You need little mechanized equipment. Easy to pour, trench type footings
are used instead of complicated forms. You can have almost unlimited
width. Ez-Erect Towers are engineered to withstand wind
forces of 100 mph.
Ballantyne Dub'l-Cones Give The Sound Patrons Deserve
Listen to it and compare it with other
speakers, and you'll agree with the hundreds
of drive-ins that use Dub'l-Cones
exclusively. You'll get not only the advantage
of quality sound, but also
lower maintenance costs as well. That's
because Dub'l-Cones are built and engineered
with every known device and
improvement for long life and easy,
more economical service.
Amplification Systems Designed For Drive-Ins
Many, many systems are adaptations
from public address or other sound systems.
These systems don't give enough
power for even average sound.
In contrast,
Ballantyne's KX, RX and MX
systems were designed and engineered
exclusively /or drive-ins. When field
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BOXOFFICE :: November 3, 1956

.
At the outer boundaries
of knowledge . .
New Research Laboratories in Parma, Ohio.
To expand its basic research in solid
state and chemical physics, National
Carbon Company has recently
enlarged its staff of scientists and
provided them with an ideal laboratory
setup for creative work.
Studying color balance for better color movies.
The spectroradiometer analyzes the
complete "rainbow" of colors in projected
light — to give an investigator, in one and
a half minutes, information that he
formerly worked half a day to get.
Research like this helped National Carbon
Company win the coveted "Oscar" this
year for developing lighting carbons
which were balanced to operate with
other studio lights.
New"particle"tlieory promises help in
developing still
brighter carbon arcs
Although the high-intensity arc has been
around for forty years now, nobody has
yet been able to explain satisfactorily how
it produces the super-bright light so useful
for movie projection and studio lighting.
At one time it was thought that the brilliant
light came from atomic reactions taking
place within the glowing crater or pit
at the tip of the positive electrode where
the energy of the arc is highly concentrated.
But this theory has been radically
modified by researchers at National Carbon's
laboratories.
Now it is believed that a much more
complicated process takes place in the
crater region where powerful electrical
currents heat the carbon to temperatures
of 10,000 to 12,000 degrees Fahrenheit,
roughly the temperature of the sun's
surface. According to the new "particle"
theory, material from the molten floor of
the crater vaporizes into tiny particles of
the order of a millionth of an inch in diameter.
These white-hot liquid droplets stream
out into the space between the carbon
electrodes of the arc to form a long, luminous
tail flame or "comet tail."
Precise knowledge of this process, combined
with results of other experiments
now under way at the Parma laboratories,
should point the way toward new, brighter
lighting carbons that will stand up to
higher and higher currents and temperatures.
More details of the work at Parma
are given in a new booklet titled "Research."
Write for a copy.
Look to N AT lONAL CARBON for leadership in lighting carbons
NATIONAL CARBON COMPANY • A Division of Union Carbide and Carbon Corporation GHj 30 East 42nrf Streot, New Yorfc 17, N.Y.
Sa/ei Offices: Atlanta. Chicago. Dallas. Kansas City, Los Angctcs, New York, Fituburgh, San Francisco. In Canuda; Union Carbide Canada Limited, Toronto
The MODERN THEATRE SECTION

NOVEMBER 3, 1956
^ M©Mi.I
A TliJ
o n t n t
Modern Theatre Goes to the International Industry Tradeshow 8
"Cash Stimulants Worth More Than Training" 16
Theatre Concessions Business Comes of Age Philip L. Lowe 20
You Can Sell More Candy! 22
Theatre Maintenance Questions and Answers 24
The "How and Why" of Anamorphic Lenses Wesley Trout 26
An Acre of Playgrounds in 900-Car Drive-ln 36
DEPARTMENTS:
Refreshment Service 16 Drive-ln Theatres 36
Projection and Sound 26 (sjg^ Equipment and
Readers' Service Bureau at 39 Developments 39
Advertising Index at 39 About People and Product 42
ON THE COVER
Last Christmas the entire back wall of the concessions stand in
Loew's Theatre, Rochester, N. Y., was covered with hanging red and
silver glass beads, and around the ceiling were hung shining balls
and a scallop of glass beads. The large sparkling balls revolved
by motor. In each of the two display cases on the backbar were a
Santa Claus, a snowman and a Christmas stocking. A very attractive
display, dreamed up by Lester Pollock, theatre manager.
1. L. THATCHER, Managing Editor
ThP MODERN THEATRE Section of BOXOFFICE is included in tlie first issue of eacli month.
SilonS or generorbCsines. eorresoonaence snould be oddressed to Assoaoted
Pf 1'"*'°.
825 Van BrSnt Blvd., KonsQs City 24, Mo Eastern ^^^P'^^^''*°^"'S\,^°'[^^^;. pr '^^^t
feller Plaza, New York 20, f^.
Y.; Central Reoresentatives: Ewing Hutchison ond E. E. Yecfe.
35 East Wacker Drive, Chicago 1, III.; Western Representot.ve: Bob Wettstein, 672 South
Lafayette Park Place, Uos Angeles 5, Calif.
UERTAINLY one of
the liveliest
and most profitable phases of this theatre
business is the concessions operation.
Perhaps the reason for this is not
only the public's desire to eat and drink
while being entertained by a movie,
but also the vision, enthusiasm and
just plain "know how" of the men and
women who direct the concessions.
It would be impossible for an exhibitor
or concessions manager to attend
one of the lively sessions conducted by
the National Concessionaires Ass'n at
its annual meetings without coming
away with many valuable tips on operation
and merchandising, plus a stimulated
desire to put this information
into action.
At these meetings the top men in the
theatre concessions business share
freely the result of their experience with
the newest exhibitor or concessionaire
in the field. The meetings are always
interesting, because once the leader
has started the ball rolling on a particular
phase of concessions operation,
there is plenty of comment from the
floor. It is this interchange of ideas and
experience of theatre concessionaires
from all parts of the country which has
been responsible for the rapid growth
of concessions, and for the many improvements
in service to patrons and
in merchandising methods which have
taken place within the last few years.
The meetings at New York in September
were certainly among the finest
ever held by the concessions organization
and should spark some interesting
developments in concessions in both
indoor theatres and drive-ins during
the coming year. One thing is sure, exhibitors
are well aware of the important
financial gains to be had from this
adjunct of the theatre business and are
willing to lay more money on the line
for new, especially designed theatre
concessions equipment to provide the
better service and product which will
produce higher net profits.

MODERN THEATRE GOES TC
I HOSE were five highly profitable days that exhibitors and manufacturers
of theatre and concessions equipment spent in New York in
September. There is a tendency to superlatives when speaking of the annual
tradeshows, but this one truly merits the title, "biggest and best." Certainly,
more booth space was occupied by more companies than ever before
and theatremen were keenly interested in the displays of new equipment
for screen presentation, for furnishing the theatre and for the increasingly
important concessions in both indoor and drive-in theatres. The exhibit
floor at the Coliseum was a very busy place during all the hours of showing,
and the companies which occupied the booths enjoyed a good business.
In the background of this picture of one section of Miracle
Equipment Co.'s boot!) may be seen the Star Gazer ferris
wheel made by the firm. In the foreground, seated, Al Suchman
of Riverside Drive-In Theatre, Newburgh, N. Y., and
Claude Ahrens, president of Miracle, are discussing playground
layout and equipment. Standing, is William E. Garrett.
The week in New York was also highlighted by the conventions of
Theatre Owners of America, Theatre Equipment and Supply Manufacturers
Ass'n, Theatre Equipment Dealers Ass'n and the National Ass'n of Concessionaires.
The conventions and the splendid interchange of information
available through them form a springboard for a bright new year in the
theatre industry.
4>
Mrs. E. Wagner points out some of the special Harold Schroeder, scientific department, and
features of the changeable letters and attraction Robert N. Deneer, technical department of Bausch
panels displayed by Wagner Sign Service to Roy & Lomb Optical Co. in the company booth where
Chochran at the New York Coliseum. projection lenses, reflectors, etc., were displayed.
Thomas Mulroy, sales manager of the Vicra-Lite
Screen Division of L. E. Carpenter & Co., and G.
M. Hurley were on hand to tell exhibitors about
their company's new Vicra-Lite lenticular screen.
At the Strong Electric Co. exhibit, Joseph Testa, Massachusetts Theatre
Equipment Co., left, and Arthur Hatch, president of Strong, look on as P. E.
Comi, Boston, and Melvin and Maurice Safner, Rhode Island exhibitors, examine
a Strong lamp.
8
John J. Costello and Kurt 8. Pannasch of Kollmorgen Optical Co., left, have an
animated discussion with William B. Spooner of Lorraine Carbons (paper in
hand) while William C. O'Donnell, sales manager for Kollmorgen, listens in
at an interested
'

THE INTERNATIONAL INDUSTRY TRADESHOW
Business was good at the tradeshow, and this picture reflects one of the happy moments when Francis
W. Keilhack, sales manager for Drive-in Theatre Manufacturing Co., and Howard E. White, assistant
sales manager, shake hands and congratulate themselves on an especially big sale. At the display table,
from left, are Eddie Higgenbotham, L. A. Scott and W. K. Bittikoffer, of the company.
Eugene E. Sullivan, advertising manager, and Walter
R. Keefe, vice-president and director of sales, Henry
Heide, Inc., had a fine display of five and-ten-cent
candy bars and packages, window boxes and cello
troy packages of Heide candies, including Jujyfruits,
Assorted Jujubes, Chocolate Flavor Babies
and the Chocolate Sponge Bar in all new foil wrap
designed for sales appeal and product protection.
The Ballantyne Co. displayed its complete projector and indoor and drive-in
amplifiers, as well as the new prefabricated steel screen tower. Gathered in
the booth when this picture was snapped were R. S. Ballantyne, chairman of
the board, Ray Buster, United Theatre Supply of Tampa, J. Robert Hoff, president
of Ballantyne and Ed Nelson, sales engineer.
The Ashcraft Super Cinex and other lamps as well as rectifiers were displayed
by C. S. Ashcraft Manufacturing Co. at the Coliseum. It was a family affair
when C. S. Ashcraft jr., C. S. Ashcraft sr. and Mrs. Mary Ashcraft gathered
together in the booth. George Sisom of Westrex stands behind Mrs. Ashcraft.
.JlgJPJf!*'
"
'
"I
Chocolate bars and fountain supplies were exhibited
by the Nestle Co. Inc., and samples of the bars were
eagerly accepted by those visiting the tradeshow.
In the booth are Walter Skendziel, H. R. Marsh of
Holland Food Corp., and T. A. Fowler, product
manager, bar goods, for Nestle.
Proof that a mechanical pony ride can be fun for
others than youngsters is this picture of Nat Gorham
astride a galloping pony in the Allan Herschell
Co., Inc., booth. R. B. McFadden of Allan
Herschell stands beside him. The company also
displayed a merry-go-round and other rides.
A complete line of hot and cold vending cups for
ice cream, popcorn and hot and cold drinks was
shown by Lily-Tulip Cup Corp. The popcorn cup
is in 24-ounce size. Shown in the picture are Dora
Weiner of the company, William Seldy, manager
vending accounts, and Ken Harvey.
BOXOFFICE November 3, 1956

MODERN THEATRE GOES TO THE TRADESHOW
^tmg wh,ch was on display. Since reseating is of
paramount .mportance in modernising theZ ej
nInrJ
l
""''''' ^'^"'^^ ^'"P''«« has been
?I7 '^'''''''"':^:9' Z^-*^ York representatiye, G. R
Gerad IT""' '""' '"°"""''°'' '""""^eV,
Gerald and
Epste.n, Rankin
eastern division manager
hand were at on
the
T .
booth of Hollywood Brand,
display Inc
and to
sample
bne"
the company's line
bars of at
and c^nl candy
,„ ,„,,„j„^^ ^ ^^^^^
wood l,ne .ncludes Big Time, Butternut. Payday
Shake, Top Star, Smooth Sailin'
mL
and others\hch
able and enjoyed by tradeshow viJtors.
hZse7:7d^'''"''°''' "'*""" "' ''Wft«,
drink dispenser featuring illuminated signs
ing Look-
on are George S. De Rise, and Arthur J. sTeel
soft drink dispensers for drive-ins and indoor houses.
The MODERN THEATRE SECTION

The Century Projector Corp., displayed innova- MeMlle B. Rapp, executive vice-president and
tions in equipment designs at its tradeshow booth. Samuel Kressberg, president, Apco, Inc., stand
Larry Dayee, left, discusses his company's improved proudly in front of one portion of the company's
equipment line with Mac Pearce and Hal Hornstein. extensive exhibit. On display were the complete line
The company's slogan is "Century Makes Equipment of automatic Soda Shoppe soft drink dispensers and
as New as Tomorrow."
Coffee Shoppes, and a coin-operated popcorn vendor.
At the Orange-CRUSH booth. Cliff Keefer, national
sales manager, second from right, discusses the
beverage with an interested visitor. Others in the
photo, from left, are Bob Conaway; Harry Williams,
New Jersey sales representative; and Jack Fausset,
Washington, D. C, sales representative.
The American Gas Machine Co. displayed its line P. G. Shultz, right, sales promotion manager of Old-fashioned licorice was displayed and generously
of Scotsman Super Flakers, Super Cubers and combination
automatic ice maker and soft drink dis-
company's famous product to Lester Grand, Con-
and Mrs. Sidney Goldbert, of the company are
Hershey HChocolate Corp., offers a sample of his sampled to all comers by Switzer's Licorice Co. Mr.
penser, the latter makes its own crushed ice. Lined fection Cabinet Corp. Grand was exhibit chairman shown in the picture. Joseph F. Switzer also attended
the convention and tradeshow, as well as a
up in front of the display are Ian M. McCunn, L. A. for the concessions displays in the International
Burbank, Al Kane and E. J. Merenda.
Tradeshow.
large number of company men.
Rayione Screen Co., exhibited its complete line of
projection screens for indoor theatres and paints
tor drive-in theatre screens. Leonard Satz, left, was
on hand to greet tradeshow visitors— in this case,
Sig Muskat of Figaro, Inc., and Al De lonno, who
were interested in the screen products.

MODERN THEATRE GOES TO THE TRADESHOW
Manley, Inc., had on exhibit its Vista-Pop popcorn
machine, Ice-OBar beverage dispenser and the
SerY-0-Romic prefabricated concessions for driveins.
Charles G. Manley, James T. Manley, Irving S.
Dunn and John A. Stone, all of the company, were
on hand to explain the new equipment to exhibitors.
L. O. Seley, R. N. Shreve and Miss Pat Manley of
the company were also in attendance at the tradeshow.
The Manley display also included the sevenfoot
Coliseum hot food section, the Fridg-0-Rama
and the Spin-0-Rama, a revolving hot dog cooker.
Coco-Colo Co. had new equipment and new advertising
material on display in its large refreshment
center. In front of the bar are Charles Okun,
theatre representative. New York; Charles A.
Bourdelais, theatre representative, Atlanta, Ga.,
and Mike Simons, MGM. Behind the counter: Robert
Barnett and George Sutcliffe. Other Coca-Cola
representatives in attendance were Harold Sharp,
vice-president, L. G. Hanna, regional sales manager
in New York, Howard Grinager, Providence and
Goreg Callard, Baltimore, regional sales managers.
The Lorraine projection arc carbon and other equipment
were shown by Lorraine Carbons. In this
photo, standing, are Robert Lamont, Lamont Theatre,
Albany; George Walter and Edward Lochman,
of Lorraine, and Harry Lamont, Albany. Seated
is Hugh McLachlan, Y&W Theatres, Y&W Management
Corp., Indianapolis. Lorraine also showed
batteries and brushes manufactured by the company,
and introduced at the tradeshow in New York the
new yellow flame studio carbon. William Spooner
and Arthur Rettig of the company also attended.
Worth Baird, center, of the LaVezzi Machine Works,
has an interested audience as he discusses a projector
part made by the company. Looking on, from
left ore: Terry Kremer, Bob LaVezzi, M. Weiss and
Tom LaVezzi. There was always a good crowd
gathered at this booth throughout the show. The
company hod an interesting display of modern
projector parts, and equally interesting was the
pitotographic display of projector parts which covered
the rear and side walls of the LaVezii booth.
Ths latest model of the electrically refrigerated
counter-type drink dispenser, featuring a new fourgallon
StratoDome, was shown by Jet Spray Corp.
Taylor Gaffga of the company explains its operation
and points out the Lucite bowl and cover to I.
J. McKenzie of Nehi Corp. Jet Spray was also represented
at the New York tradeshow by Samuel
Dane, president; William H. Jacobs, treasurer;
Robert T. Coleman, national service manager; and
Charles Snow, head of the company's advertising.
At the Dixie Cup Co. booth, Joane Von Pelt holds
up one of the paper cups made by the company
for inspection of Don M. Greek, center, sales promotion
department and W. J. Dein. The Dixie line
includes hot and cold drink cups and the new
cup especially designed for buttered corn. Other
Dixie representatives to the tradeshow were Jack
Haley, assistant to vice-president; Craig Moore,
vice-president; Ralph Isaac, sales promotion manager;
and William Pearlman, regional manager.
Tht Altee Co.'s booth featured an exhibit of Hs
services. Voice oi the Theatre Speakers, amplifiers
and other equipment. From left are: Bert Ennis, publicity
chief; H. M. Bessey, executive vice-president;
C. S. Perkins, operating maitaget and Marty Wolf,
sales manager.
Trying out theatre chairs for size and comfort at
the Irwin Seating Co. booth are H. Kennedy, an
exhibitor from Broken Bow, Neb.; Paul Fine, Western
Theatre Supply, Omaha, Neb., and Earl Purvis of
Irwin who is extolling the virtues of the company's
seating
line.
Equipment and supplies for selling buttered corn
and the new Coldisplay Junior and the Hotray warmer
were included in exhibits by Supurdisplay, Inc. From
left, are Clifford D. Lorbeck, general manager; a
model; Bernard Rosensweig, Stanley Warner, New
York; Entanuel Frisch, Randforce Theatre, Brooklyn.
12 The MODERN THEATRE SECTION

osffw'
Botch Pock, inventory control of popcorn, salt and
oil, was displayed by Popcorn Corp. of America.
Tliis pack is in units of measurement related to the
size of a commercial popper. In the photo are, from
left. Brook Palmer, T. S. Dariotis, and Benjamin
Bonow'rtz, president.
Folks wHh a sweet tooth were attracted to the Peter
Paul, Inc. booth in New York where the company's
candy bars were on display. In this photo are from
left, James O. Hooier, Martin Theatres, Columbus,
Ga.; Harold G. Karanjiam; Ed Dalton of Peter Paul,
and Inring Mock, filmack. Inc., Chicago.
Theatremen interested in selling larger sizes in
packaged candies found the booth of Reese's Peanut
Butter Cups, Inc., a profitable one to risit for
the company displayed its product not only in fire
and ten-cent sizes, but also in 2S-cent packages.
John E. Gilman, sales manager, shows his product.
Savon Co., exhibited a complete drive-in titeatre Samples of all different model chairs and introduc- Attractive models enhanced the display of animated.
cafeteria featuring the Savon Star food warmer and tion of a completely new model chair were features electrically refrigerated equipment and fountain
a complete line of cooking equipment. Lilted up behind
the counter are Dick Gardenier, Irene Kaslo, Toney and G. D. Overholser of the company are in the booth are, from left, Jim Dempsey of Ameri-
of the International Seating Co. exhibit. W. V. beverage bases of Mission of California, Inc. Men
Alexander flobinson, Irving Rosenblum, Bea Rosenblum
and Joseph Srowne.
received by theatremen visiting the booth.
Paul N. Sportell, John A. Sanders, B. S.
shown in the booth. The new model chair was well can Theatre Supply, Boston; Edward M. Engras,
Comiser.
Five and ten-cent Peanut Butter Cups and Coco- Rectifiers, single phase to three-phase converters. In the Rowe Manufacturing Co., Inc., booth, thenut
cups, f'ne cents, were among items displayed by were displayed in the J. E. Robin, Inc., booth at the atremen found the Rowe-Lennox IflOO and 2,000-
King Kup Candies, Inc. W. C. Pringle, sales manager. Coliseum in New York. Emil A. Kern, of the com- cup drink vendors on display as well as the Fred
standing, and Rex Chait, public relations, discuss pony, had a number of models on exhibit to meet Hebel ice cream machine. Jack Hopson, assistant
the fine interest in their products shown by theatre- the needs of various sizes of theatres and situa- to Charles H. Brinkmann, vice-president, is shown
men attending the trodesltoiw. tions. in front at the drink vendor.
g

MODERN THEATRE GOES TO THE TRADESHOW
t
n

A brand new popcorn machine, the Viscount Mark
II, was displayed at the show by G. H. R. Enterprises,
Inc. From left, in the photo, are: Lew J.
Molden, William Johnson and Roy L. Ratliff of
G.H.R., Arthur Westburg, jr., Mrs. Molden and
James M. Haryey, president. Ratliff is treasurer of
G. H. R. and Johnson is chief engineer. The company
men were busy at the tradeshow telling exhibitors
about the controlled heat kettle of their new popcorn
machine and its large popping capacity. It
was designed by Asbjorn Karlsen of Norway.
The Electromode in-car heater is the subject of
a discussion between Jack Braunagel, United Theatres,
Little Rock, Ark., and Paul D. Hawkins of
the Electromode Division of Commercial Controls
Corp. Many exhibitors expressed more interest than
ever in heaters as a means of all year operation. By
keeping the drive-in open during the winter, exhibitors
can eliminate the problem of closing, reopening
and restaffing each season as well as keeping
their investment producing and equipment working.
Obviously, they can also profit from concessions.
The Motiograph AAA mechanism and Rain Master
speakers were to be seen at the Motiograph, Inc.
booth. Fred Matthews, vice-president, and Thoi
Matthews, president, at left, hold the interest of
a group of tradeshow visitors as they explain the
use of the equipment. One of the features of the
Motiograph projector is that it will project all types
of prints, standard, CinemaScope, or combination
optical and magnetic without interchange of
sprockets, rollers, shoes or tracks. It is also said
to give maximum screen illumination.
Curtiss Candy Co. featured a backwall exhibit
stressing its big factory operation which ships
a truck load every ten minutes. OIlie Dilworth, a
division manager, and Tom Byron, a regional direct
sales manager, discuss the fine reception of their
product at the tradeshow during one of the few
quiet moments. Other Curtiss men who attended
the show were P. B. Schnering, executive vice-president;
Julius Segal, regional direct sales manager;
Jack Callahan, division manager; Thomas Ramsey,
convention director and Jerry Tillman, sales manager.
Radiant Manufacturing Corp., had on display the
Superama theatre screen, Ultra-Panatar variable
anamorphic projection lens and Vynaplastic outdoor
screen point. Seymour Jacob, standing left, of
Radiant, describes the merits of the products to
A. S. Conviser and P. E. Comi, seated, and Howard
Karp. Wallace Bucher and A. Wertheimer of Radiant
also attended the tradeshow. Theatremen visiting
the booth expressed much interest in the company's
products for both indoor and drive-in situations,
and the company enjoyed a good business.
Star Manufacturing Co. showed its general line of
concessions and popcorn equipment and introduced
a new revolving barbecue-type hot dog machine.
Morty Mordell, Al Peters and Bill Moron, sales
manager, and L. D. Harris are shown in the booth.
Star Manufacturing Co., was also represented at
the tradeshow by Tom Connolly, sales representative,
and Sig Bock. The hot dog machine can be seen at
the left in the photograph and the popcorn machine
at the right. Star is a division of Hercules Gallon
Products,
Inc.
It required six booths for National Theatre Supply
to exhibit its wide variety of products at the
tradeshow. The four men at the left center are
S. L. Gillette, Theatre Candy Distributing Co., Salt
Lake City; John J. Currie, NTS; Claude Ahrens,
Miracle Equipment Co. and Lloyd Ownby, vicepresident,
NTS.
The Luxtrol magnetic amplifier system and Luxtrol
light control were shown by Superior Electric
Co. In animated discussion of the equipment are
shown, from left, Thore Erickson, B. G. Deming,
A. J. Vallee jr. and Arden R. Clark. F. A. Molander
and J. S. Louden of Superior were also in attendance
at the show.
All Mars five and ten-cent candy bars, including
special packs for theatres and vending were exhibited
by Mars, Inc. Seated are Paul Blanchard
and C. A. McDonough, eastern sales manager. V.
H. Gies, vice-president in charge of sales and advertising
also attended the tradeshow, though not
present
here.
BOXOFFICE :
: November 3, 1956 15

CASH STIMULANTS WORTH MORE THAN TRAINING
Van Myers Tells NAC Members at New York How Wometco Increases Sales
IMoVEL, TIMELY AND TESTED IdeaS
for building up concessions income by alert
merchandising provided themes for 75
speakers before the six segments of the
National Ass'n of Concessionaires annual
convention September 20-24 in New York.
Individual meetings were held at Hotel
Statler for theatre-concessions, popcorn
processor, manufacturer-wholesaler, jobber-distributor,
broker and retail popcorn
segments.
Among subjects and speakers on the theatre-concessions
agenda were "Trends and
Ideas in Snack Bar Operations," Van Myers,
director of concessions, Wometco Theatres;
"The PMture of Vending Machines
in Theatres," Melville B. Rapp, executive
vice-president of APCO, Inc., and "Use of
Color to Promote Concessions Sales," Mrs.
May Bender of Lane-Bender, Inc.
HANDLING IS
IMPORTANT
"Any concessions item that has reasonable
public acceptance can be promoted
and exploited and sold in quantity, as a
plus item, if it is properly handled," Myers
declared. "I believe that many of us, myself
included, have eliminated certain items
from our menu not because the item was
not a readily saleable item, but because we
were inept in our ability to merchandise
it."
Myers cited several successful promotions
by Wometco circuit indoor and drive-in
theatres in Florida during the past summer.
"We had a great deal of success with a
24-ounce drink, any flavor* at 35 cents.
This was not a new item, but we had a new
approach to selling it. The same is true of
a foot-long hot dog which we sold very
successfully at 35 cents, and which we almost
negligently discarded. We had a
great deal of success with a charcoal broiled
hamburger, one-quarter of a pound, at
35 cents. So well did we do with this item
that we discarded in our drive-ins a much
smaller 25-cent hamburger. We successfully
sold iced tea which is a high-profit item.
We have had a great deal of success with
a foot-long pork sausage sandwich in a hot
dog roll."
YEAR-ROUND OPERATION
Explaining that Wometco's operation is
on a year-round basis because of its Florida
location, Myers said that last April the
circuit executives determined to do a big
business during the summer, "That we
would attempt to find the key to selling
high-priced items in our drive-in theatres
to
aid us in far better grosses."
16
"Over the summer months," said Myers,
"we achieved a gross far beyond our expectations
on a declining over-all attendance
which we more or less expected."
The first step taken by Wometco concessions
officials was to set up a promotion
fund. PYom meat, pizza, beverage
syrup, ice cream and coffee suppliers, the
circuit promoted thousands of dollars.
"We asked for these contributions on a
contingent basis," explained Myers. "We
had confidence in the ability of our staff
to increase the sale of our suppliers' products.
However, we promised that if we did
not produce, we would not ask for contributions
in the future."
With the promotion fund set up, Myers
and his assistants introduced a series of
"intermediate stimulants" at circuit concessions.
"In our opinion," Myers explained, "three
media help promotion of a particular item.
The first is the trailer that precedes your
break. I am a believer in a trailer which
sells specifically and not generally. If you
are pushing a 35-cent drink, then you
should use a specific trailer exploiting that
35-cent drink.
"The second stimulant is the mike or
tape recorder. There again I believe in
pushing on any one particular night the
one or two items upon which you are concentrating.
Here again the first few words
spoken are the most effective.
SALES HELP VITAL
"These first two stimulants, the trailers
and the mike or tape recorder have been
used and used well. But in my opinion,
they are the most unimportant of the three
main methods of exploitation. Many of us
have forgotten the sales help—the crux
of good merchandising. They and they
alone can make the difference between big
grosses and ordinary grosses, between large
per capita sales and ordinary per capita
sales."
Myers continued, "Now the obvious question:
How do you train or influence or
stimulate an $18, $20, $25 or $30-a-week
clerk? Many of us have held schools, talked
ourselves blue in the face preparing coined
Trade in Old Equipment
To Make a Capital Gain
Melville Rapp had a tip for theatre concessionaires
operating equipment four or five yeors
old. "As you have no doubt amortized this old
equipment, why not trade it in towards the
purchase of new, modern soft drink cup dispensers?
Ask the manufacturer whose vendor
you purchase to invoice you for the full price
of your new equipment. You, in turn, invoice the
manufacturer for the traded-in old machine. In
that manner you will have made a capital gain
on your old equipment! Every good businessman
today is looking for a capital gain, particularly
where the new equipment will increase your
over-all volume and profit."
sales phrases, teaching the better methods
of salesmanship. But somehow it doesn't
sink
in."
Wometco found the winning answer in
cash stimulants to the sales help. In May
the circuit began offering each week to
each drive-in a total prize of X amount of
dollars to those units which sold above a
certain quota on each of four items the
circuit termed as "high-profit, high-priced"
items. These items were usually the 35-
cent drinks, 35-cent foot-long hot dogs
and 35-cent charcoal broiled hamburgers
and pizzas.
RESPOND TO CASH STIMULANTS
"We found a sudden and substantial rise
in sales," Myers related. "We found that
the sales help responded to cash stimulants.
We found that they were asking
each customer, 'Would you like to try our
giant drink?' Or, in many cases, just drawing
the drink. We found that very often
35-cent foot-long hot dogs began to outsell
the regular dogs.
"We varied the stimulants from week to
week. We offered days off or extra day's
pay to employes who sold the most of a
particular item. In some drive-ins we had
teams, women against men. All of these
incentives were successful to varying degrees.
Fi-om selling virtually none of these
items, they have became a major proportion
of our gross. We began to show a rise
in gross, a rise in per capita, a rise in net
profit and a drop in food cost."
When the Florida schools closed in May,
Wometco ran a major promotion for both
indoor and outdoor theatres. "Our main
purpose in conventional houses," said
Myers, "was to corner the kid market. In
drive-ins, our purpose was to stimulate
special promotions and exploitation stunts
designed to get the family in early. We offered
a substantial prize to every indoor
theatre manager who sold a free kid show.
We offered to every drive-in theatre manager
a substantial prize for every exploitation
or promotion fete designed to get the
patrons in before the show."
CONTESTS FOR SEVEN WEEKS
At the same time, Wometco ran separate
contests among indoor concessions and
drive-in theatre concessions, each unit
pushing the high-profit, high-priced items
over the seven -week period.
"Every drive-in went over 100 per cent
in improving its per capita sales," related
Myers. "And with two exceptions, every
drive-in surpassed its quota on every highpriced,
high-profit item, and in some cases
as much as 400 per cent. We were amazed
at what this meant in total business to us
and how much we exceeded last year's
figures. We were convinced that money
talks. We are convinced that sales help
The MODERN THEATRE SECTION

^^^^crux isTnec) of increasing your sales. We are
convinced that $20 properly spent as a lever
stimulus is worth more than 200 words of
training.
•Understand that when these items were
being pushed, trailers and tape recorder
were used concurrently. Since this contest
has been over, we have found that not
only did the money incentives increase our
business, but they aided in the training of
our sales help, something we could not
do with words."
Exhibitors were urged by Rapp to make
sure to get their share of the two billion
dollars or more being sold annually in the
U. S. through automatic vending.
PREDICTS LINE OF VENDORS
"It is a familiar sight in the theatres
across the country to see a soft drink,
candy, cigaret and ice cream vending
machine," Rapp said. "But I predict that
just as industrial plants today have banks
of vending machines selling a full line of
hot foods, soups, salads, sandwiches, pastries,
milk, coffee, hot chocolate and many
other commodities, that theatres—especially
drive-ins—will soon be doing likewise.
"By careful study, planning and vision
you can add more machines, new equipment,
a wider variety of merchandise to
your present line of automatic vendors.
And remember, vending machines operate
24 hours around the clock. You have no
help problems."
Rapp also called attention to the impending
experiments with mobile concessions
at drive-ins. "Next year," he said,
"two of the most reputable concessionaires
will be experimenting with portable, selfcontained,
flat car trailers. These will
carry eight or ten different type vending
machines, and the 'Mobil SnakShoppes' will
be located in the far corners of drive-in
theatres to eliminate that long walk by
patrons to the concessions stand . . This
.
year you will see for the first time a fully
automatic, coin-operated popcorn vendor
that actually dispenses the popcorn in a
large paper cup."
TRENDS IN
BEVERAGE VENDORS
Rapp called attention to several trends in
the automatic soft drink machine field, including
the rise in favor of selective type
machines that sell four, six or eight drinks,
both carbonated and non-carbonated, this
selectivity making it possible to satisfy
everyone's drink taste. A second trend,
Rapp said, was toward dispensers with illuminated
plastic and other eye-catching
front embellishments to give the machine
merchandising and buy appeal.
"Together with selectivity, this point-ofpurchase
feature can boost your grosses 40
to 50 per cent and, of course, the centsper-person
averages increase accordingly.
During the past few months animated,
plastic embellishments have been added to
drink dispensers, and this innovation has
in turn accounted for another jump in
drink sales."
Whatever is for sale at any theatre concessions
coimter must sell itself, Mrs. May
Bender emphasized in her discussion of
color and lighting as aids in stepping up
sales. This means that the item must
have colorful packaging to tempt the
customer, an attractive and functional
counter as display setting and proper
lighting to captivate the consumer, to
make him give in to that impulse that
makes sales.
COLORS ENHANCE FOODS
"Certain colors have been proven to be
more choice for most food items," Mrs.
Bender pointed out. "To give the feel of
'cooked in butter,' use warm and golden
yellows. To give a clean and cool feeling,
say for ice cream, blues are most effective.
For chocolate and candy, rich pinks convey
the character and are a good background
for the brown of chocolate."
She added that the "choice of fluorescent
lighting is very important in installations
where one must see both food and people."
"New phosphor developments in fluorescents
have added Daylight ifor color accuracy)
, Standard White, Warm White
and Soft White," said Mrs. Bender. "Recently
there has been the development of
Deluxe Warm White and Deluxe Cool
White. We can gain much by illuminating
merchandise under the white light that
has a spectral composition that brings
out the latent quality of various colors.
More sales will undoubtedly result because
of the increased color appeal."
LIKE
THIS:
Available
in
5< and 10< bars,
6-bar take-home
package, 10 oz.
bags of bite-size
pieces.
Mrs. Bender suggested that theatre concessionaires
could study with profit the
lighting effects around food displays in
the most progressive new supermarkets,
where colors are skillfully employed to
provide a restful atmosphere for shoppers
and to enhance eye appeal of foods.
"There are bright gay colors at the canned
goods shelves, where people do not
tarry, cool backgrounds at the fresh fruit
counters and subdued tones in the nonfood
areas so that people can just browse
at ease. Fully 30 per cent of supermarket
sales are those where a consumer buys
something she had not anticipated."
When applying the principles of color
and light to theatre concessions a great
many factors enter into consideration, Mrs.
Bender said.
"The concessions stand is on view in a
darkened atmosphere. In a drive-in, the
night is the surroundings, and in an indoor
theatre the lowered lights. Into this is
set the concession, an island of light. The
transition from dark to light must be
harmonious. It cannot be too sharp to cause
blinking and squinting, like at a carnival,
and yet must certainly stand out to draw
the prospective consumer. In a theatre,
the general and even soft, lighting enveloping
the counters and background, and the
strong illumination on the merchandise
and particularly on the counter specialty,
popcorn, ice cream, frankfurters, invite
people to linger and make their selections
comfortably."
THE
SATURDAY
EVENING
POST
BOXOFFICE November 3, 1956 17

.
People who go places like a Mght refreshment
That's why Pepsi-Cola is America's

!
fastest growing soft drink
And Pepsi means more drinks per gallon-more profit per drink, too!
Pepsi-Cola Company. 3 West 57th Street. New York 19, New York
-'U.

-
THEATRE CONCESSIONS BUSINESS
COMES OF AGE
Major Trends at New York Convention Indicate Stronger and Brighter Future
As Concessions Ass'n Goes Forward With New Name and Broader Purpose
I H£ 1956
convention of the
Popcorn and Concessions
Ass'n held in
September in New
York at the Coliseum
was a most exciting
occasion. The largest
refreshment trade
show In the history of
theatre vending was
the tip-off that what
Philip L. Lowe
used to be a highly regarded
offspring of the theatre business
is now a full-grown man, and able to stand
up and be counted as an impressive and integral
part of our industry.
The theatre segment meetings of this
group were, as in the past, practical, factual,
revealing and most profitable in their
message to those present. A theatreman of
my acquaintance, attending for the first
time, remarked that he was amazed at the
way these leaders in the theatre and vending
field stood up one after the other, laid
the facts on the line, and quoted facts and
figures, valuable suggestions with no reservations
or punches pulled.
This comment typified the spirit and
purpose of this association and its meetings.
Their outlook is always toward the
new and better, there is plenty of compe-
*Mr. Lowe is with Theatre Candy Co., Inc., Boston, and
one of the most active and enthusiastic members of the
PGA which is now the Notional Ass'n of Concessionaires.
tition, but little jealousy. There is information
and guidance and ideas, but no ulterior
motives. These men who have
helped build this group into a vital force
for the good of the theatre trade have been
setting an example in cooperation and
mutual regard and trust that our entire
industry might well follow to its general
well-being.
One of PCA's further accomplishments,
and by no means a minor one, has been
the awakening of equipment manufacturers
to the special needs of indoor and outdoor
theatres. At the tradeshow such major
firms as Apco, Perlick, Savon, Selmix, Bally
and many others, displayed equipment developed
and marketed specifically as a result
of their realization of our needs. This
is the start of a major trend in the equipment
field. With an impressive tradeshow
sponsored by a strong trade organization,
equipment manufacturers will continue in
the years ahead to design more and more
special purpose cooking, serving, display,
and vending equipment so that theatres
can better merchandise and sell their refreshments.
Each of these pieces of equipment
will contribute, in its own way, to
savings and profits. To go with them are
many new foodstuffs such as pizza, frank
and beans in a jacket, etc.
Another definite trend evidenced at this
year's meeting was the continued practice
cf disseminating useful and valuable information
on an unrestricted basis. The
only limitation placed on the open nature
of the meetings was that no speaker could
be quoted directly in the press without hi.s
permission. This encouraged the speakers
and those attending to openly discuss their
problems. All clear-thinking persons recognize
that a free flow of information is
the life blood of any business. Certainly
these meetings have fostered this spirit
and the future should evidence a continuance
of this practice!
WIDER BASE OF INTERESTS
The action taken by the PCA membership
at its annual meeting during the convention
was the key to the really big news
and foretells an even more impressive future
trend for the association specifically,
and the theatre refreshment vending industry
as a whole. By an overwhelming
vote, the name of the association was
changed to National Ass'n of Concessionaires.
This reflects the wider base of interests
on the part of the membership, tradeshow
exhibitors, and theatre owners. P^om
our initial interest in popcorn and then
candy, our industry has broadened its horizon
to include soft drinks, ice cream, all
types of automatic merchandising, food
stuffs, paper goods, and food serving and
preparation equipment. The new name is
most appropriate, for the organization is
truly national in scope and the word "concessionaire"
encompasses not only those who
are
concessionaires by profession, but also
those theatremen who act as their own
concessionaire and are operating their own
refreshment stands.
Thus three major trends were developed
and nurtured at New York:
1. New and better equipment and products
for the future will be the contribution
of equipment manufacturers and food,
candy, popcorn, soft drinks and other
processors.
New oHicen and directors 0/ the Natiortal Ass'n of Concessionaires are shown after election at the New
York convention. Seated (left to right): Bert Nathan, Theatre Popcorn Vending Corp., Brooklyn, N. Y.,
chairman of the board; Lee Koken, RKO Industries Corp., New York City, president; and Harold F. Chesler.
Theatre Candy Distributing Co., Salt Lake City, Utah, second vice-president. Standing (left to right):
Thomas J. Sullivan, Chicago, executive vice-president, secretary and general counsel; Irving Rosenblum, Savon
Co., Paterson, N. J.; Robert Condon, Condon's Concession Supply Co., St. Cloud, Minn.; Charles A. Darden,
Dallas, Tex.; Theodore 0. Meland, Albert Dickinson Popcorn Co., Chicago; Melville B. Ropp, Apco, Inc.,
New York City; Nathan Buchman, Theatre Popcorn Merchandising Corp., Cambridge, Mass.; and Lester
Grand, Confection Cabinet Corp., Chicago, exhibit chairman. Van Meyers, Wometco Theatres, Miami, who
was not present, was elected first vice-president. By action of the NAC membership, a council of past presidents
was created, and retiring board chairman, J. J. Fitigibbons jr.. Theatre Confections, Ltd., Toronto,
became its first member. The council will serve the NAC board of directors in an advisory capacity.
HIGHLY PROFITABLE MEETINGS
2. More, and equally free, exchange of
new ideas will take place. Better ways of
operating, money-saving methods, moneymaking
promotions, and all the ramifications
of operating refreshment stands will
continue to be the first order of discussion.
Those who attend these meetings
will, as in the past, find their way to the
convention more than paid for by the information
received.
3. With a fuller purpose, a much larger
membership, particularly in the theatre
segment, is assured. More food processors
and equipment manufacturers will ally
themselves with the association, and the
convention tradeshow scheduled for Miami
next November can't help but be the
biggest and brightest star In the concessions
world.
20 Th» MODERN THEATRE SECTION

'i MIIK
MARS... the 3-flavor candy bar
^M| Hontsr rogocdntss Cr^omy
CHOCOLATE NOUGAT
WE'RE PUTTING MORE LIFE
IN YOUR DIME CANDY BUSINESS
This gives you a small idea of how we
plan to liven up business for you. The
full-life treatment— a striking fullpage,
full-color Mars Bar advertisement
— comes to Life Magazine
October 29th. And this is only the beginning.
Five more full pages will fol-
low,
V
giving 20 million candy-hungry
people the mouth-watering picture of
Mars Bar goodness during your best
selling season. Better get ready to go
right down the line with Mars Bar and
all the big dime favorites like Milky
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1;
X
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*,
5^Urs
/NCORPORATfO
9 20 1 9 North Oak Park Avenue, Chicago 35, illinoii
BOXOFFICE :
: November 3, 1956
21

—
YOU CAN SELL MORE CANDY!
Here's How Other Exhibitors Are Doing It
Wandy sales in theatres can be
stepped up by following three basic selling
rules: Provide courteous service; make
sure that candy counters are always neat,
clean and attractive; stock a wide variety
of tempting, well-packaged candy.
« • *
Most candy purchases by theatre patrons
are made on impulse. And nothing will
keep a customer further away than a
messy, unkempt candy counter. The concessions
personnel should make sure, at
the start of the day, that adequate stocks
are on hand, carefully stored and easily
available. Use backbar displays and welllighted
displays within the countercases,
say many theatremen. However, there are
many others who advocate the open, selfserve
display as the means of making more
sales.
* * *
A sure-fire way to raise candy sales at
the theatre is to make sure that counter
personnel is courteous and efficient with
even the smallest patrons. Children are the
best customers at the candy counter and
they respond quickly to older clerks who
are patient, friendly and polite to them.
Courtesy is more important at the theatre
candy counter than it is, for example, in a
department store. At the theatre, the
main thing for which the patron has come
is the show on the screen—and he can
easily get along without the candy. But
he will eat candy if it adds to his enjoyment—and
if the purchase is a smooth,
friendly transaction.
• • *
Sales training of candy counter personnel
is an Important factor that makes
for more courtesy. It is easier for the candy
salespeople to be polite to customers when
they are confident of being able to answer
questions about prices and items in stock.
Before the theatre is open, each salesperson
should be told or learn for himself
what is in each bar or bag or package. New
items in the stock should be sampled before
they are placed on sale, so each person
behind the counter can place his or
her personal enthusiasm behind pushing
sales of such items.
« * *
The Roxy Theatre in New York worked
out a good method of handling candy to
speed up service without destroying us
attractive displays under the protective
glass of the candy counter. Items to be
delivered to the customers were stored in
drawers under the display, with quantities
of each kind of bar or bag of candy stored
immediately beneath the point where it is
displayed in the glass case. When a patron
points to an item and says, "I want one of
these," the salesgirl merely has to open the
drawer beneath the display and take out
the item requested. This system saves time
and preserves the neat appearance of the
counter throughout the show period.
* * •
The most effective location for the candy
counter is a spot where it will stop customers
as they enter the theatre lobby. In
addition to being easy to reach, the counter
should be attractively lighted. Merchandise
to be delivered to the customer should be
stored where it may be reached quickly
by counter personnel or by the patron.
* * •
Since a wide variety of patrons are attracted
by motion pictures, it follows that
they will have a wide variety of tastes. To
be ready to satisfy such customers, the
candy counter must be stocked with the
greatest number of candy items and a wide
range of prices. Most theatre managers can
work out an arrangement with their wholesalers
to keep a steady flow of candy coming
to them. Be ready, too, to try out the
new items that reputable manufacturers
are constantly introducing.
* • •
Candy vending machines, placed in the
balcony, are valuable aides to an attractive
lobby candy counter in boosting candy
sales in your theatre. Many people who
will not come down to the lobby at intermission
to buy candy will buy from vending
machines near at hand in the balcony.
Lounges and restrooms have also proven to
be good locations for candy vending machines.
The use of vending machines at
strategic points about the theatre also
helps take the pressure off main candy
counter to meet heavy intermission trade.
* * *
Candy is easy to sell, since most theatre
patrons have a "sweet tooth." To make
candy sales more profitable, however, one
must be sure to push higher-priced items
and the high-profit merchandise. In the
display case, the strongest selling position
is the front row center—and that is the
place to display your highest priced items
or the ones with the widest profit margin.
The next best display case position is
front row right, then front row left.
• • •
Candy displays should be rotated frequently,
and only fresh merchandise should
be kept where it is likely to be the first
handed out by a sales person or the first
picked up by "impulse" customers from
a display. On the newer counters, with
display steps, merchandise can be piled
high and not cover the back of the steps.
Mirrors give illusion of depth.
RAISED
CHECK AVERAGES .
'INCREASED GROSS PROFITS.
with JAMES RIVER
SMITHFIELD BARBEQUES
Pork • Beef
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The NEW Patented SPEED-SCOOP
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22 The MODERN THEATRE SECTION

QUALITY BRANDS BUILD TURNOVER!
The brand in demand sells faster and oftener!
When you feature known quality merchandise
like Nestle's Chocolate Bars you're making old
customers happy — and you're making new customers
all the time.
Nestle's Bars are nationally advertised and have
national acceptance. And now Nestle's new pricing
structure means more profits to you with no compromise
in quality. The Nestle Company, Inc.,
2 William Street, White Plains, New York.
See your Nestle Representative
BOXOFFICE :
: November 3, 1956 23

—
. . Questions
Qn6 Answers^!
...J :^^_.j, ,v,„o Candy
That Sells for Only 10$
WRITE OR
WIRE FOR
SAMPLES
AND PRICES
The biggest candy value on the
market today
these
"BIKE" Bars have the better quality and extra size
you need to build and maintain your "big bar" businetl
... in both over-the-counter and machine soles.
PAUL F. BEICH CO.
1121 Front, Bloomington, Illinois
24 The MODERN THEATRE SECTION

^1
ftepUp^'-
feasonal fales
with this
.,;^MANLEY
fMERCHANDISING
^^MATERIAL
Merchandising Makes the Difference . . .
between an ordinary and extremely profitable
Holiday Season. A quick look in the supermarkets,
drug stores and chain stores across the
country will prove to you that we are selling in
an era of hard-hitting merchandising. A little
merchandising effort at your concession stand
will pay off in lots of extra sales. Create the
impulse to buy popcorn . . . increase your profit
10%l
What Is Manley Doing About Merchandising?
Manley is giving merchandising help to all supply
customers by making available to them, on a
no cost basis, timely, colorful display material to
help them sell more popcorn and make more
profits.
How Can You Benefit From This Manley Service?
By ordering
your popcorn supplies from Manley,
as a regular Manley customer, you automatically
receive this material ... at no extra cost. Plan
your Manley Christmas Merchandising Program
now. Order your supplies and request your display
material now. Contact your Manley representative
or write direct today.
.^^'Pi
MANLEY, INC.
1920WyandalleSt.
Kansas City 8, Mo.
In New York
630 Ninth Ave.
Nationally
Advertised
Dept.
Address
BO-1156
HENRY HEIDE, INC • NEW YORK, N. Y.
New Official Popcorn Tester
Approved by Processors
The revised W. V. T. tester, a plastic tube
that measures the poppability of popcorn
in cubic inches of popped com per pound
of raw corn, on October 1 became the official
measure used by popcorn processors.
The new measure replaced the O. V. T.,
official volume tester, used by the processors
for the last ten years. Replacement
of the O. V. T. was made necessary,
according to William E. Smith, executive
director of the Popcorn Processors Ass'n,
by development in recent years of hybrid
popcorn with greater expansion ratios than
those known when the O. V. T. was developed.
The O. V. T. used an arbitrary
volume ratio in expressing expansion of
popcorn popped.
The Popcorn Processors Ass'n approved
the revised W. V. T. measuring device at a
summer meeting and set the day for it to
become effective as the official new
measure of the industry. A feature of the
new device is that it may be used with
only minor changes in the measurement
tube and popper housing of the former
tester, thus requiring only an inexpensive
changeover.
Tips on Cart Selling
Butchering or selling from carts wiU be a
better operation if there is a separate setup
in the concessions building for the carts
and items sold from them. This provides
better inventory control. Vendors should be
in uniform and not disheveled in appearance,
and the carts should be well lit so
that people can see them and also to prevent
accidents. Whether or not a drive-in
uses cart vending to cars depends largely
on the location of the concessions building
and the size of the theatre. If the concessions
building is not centrally located,
those persons in cars on ramps some distance
away will probably appreciate the
service. Also, it has been found that vending
to cars is rarely successful in theatres
of less than 800 cars.
The New Imperial
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by the Popping Oil Specialists
To The Nation
Simonin, Philadelphia 34, Pa.
BOXOFFICE :
: November 3, 1956 25

PROJECTION
AND SOUND
THE
HOW AND WHY' OF ANAMORPHIC LENSES
Correct Function of Anamorphic
Depends Upon High Quality
Of the Prime Projection Lens
By WESLEY TROUT
I. IN THIS ARTI-
CLE we Will endeavor
to cover all the essential
facts about anamorphic
and prime
lenses in order to obtain
good picture resolution
and maximum
screen illumination.
The prime lens gets
the first consideration
and must be op-
Wesley Trout tically perfect, free of
spherical mid chromatic aberration. The
prime lens must be of very high quality
because the anamorphic lens is not a corrective
unit.
UNIT IS AN ATTACHMENT
We would like to speak of the anamorphic
unit as an attachment which will
"unsqueeze" a "squeezed" picture back to
normal proportions on the screen. In other
words, in conjunction with a high quality
prime projection lens, the anamorphic unit
optically restores a compressed image.
Cinemascope for an example, to a correctly
proportioned picture, but with Cinema-
Scope it will be twice as wide as it is high
(2.55 to 1 ratio). We are sure, by now, all
projectionists and exhibitors are familiar
with the function of the anamorphic attachment,
but we find many who do not
understand the importance of the prime
lens in conjunction with the anamorphics.
There are several different types of anamorphic
attachments, namely, cylindrical
type, prismatic, prismatic lens with a correcting
lens. But the quality, good picture
resolution, and maximum light gain will
depend upon the prime lens in all cases.
It is a pretty sad state of affairs when you
run into situations where optics is considered
as just another secondary item, yet
it is the heart of the whole operation. We
will discuss anamorphic lens, in detail,
further along in this article.
PRIME LENS AT FAULT
We might point out here that in some
of the complaints we have received about
poor picture definition when using anamorphic
lens, the trouble was traced, in
most cases, to the poor quality of the prime
projection lens and not the anamorphic
attachment (lens). High quality projection
can only be had by using preclsion-bullt
four-Inch diameter lens, having speeds
from f/1.7, f/1.8, f/1.9 to f/2, and a high
quality anamorphic lens. If due consideration
Is given to the reflector and lens speed,
plus the anamorphic lens, good picture
Final assembly of the modern projection lens. In this air-conditioned, dust-free room, Kollmorgen
Optical Co. assembly experts prepare 35mm projection lenses for assembly. Constant washings
with alcohol and acetone and repeated vacuum cleaning with camel's hair and sable brushes are
among the routine duties in completing the assembly. Here, as the lenses are being assembled,
a speck of lint one-millionth of an inch in diameter is quickly detected and removed during the
building process. The plant is equipped with the very finest optical equipment manned by
optical engineers.
resolution may be obtained.
With the right
combination, one will be assured sharp edge
to edge focus, increased illumination, and
maximum screen light.
In view of the fact that lenses have long
life, it seems false economy to attempt to
save a few dollars on anamorphic and projection
lenses. Why sacrifice good projection
by purchasing inferior lens? The day
of the old four-element, Petzval type, projection
lens is gone with the horse-andbuggy
days. In place of the four-element
type, there are now the newer types using
six air glass surfaces and up. While
all the new lenses are coated, it is estimated
by many experts there is a light loss of
approximately 4 to 5 per cent—light loss
caused by reflection (light entering and
leaving a surface). There will be, therefore,
more light transmission and less falloff
in illumination with high quality projection
lens, due to improved manufacture
and other factors in the construction of
lenses.
We strongly urge all exhibitors to purchase
new lens, but there are reliable dealers
who can furnish good used lenses. They
should first be carefully checked and examined
for scratches and other defects,
some not too easily found with the naked
We do strongly recommend, even in a
eye.
used lens, a fairly late type, and not the
old four-element Petzval type. A good overall
focus cannot be obtained with the
older type lens, particularly when used In
conjunction with an anamorphic lens.
The speed of the arc lamp reflector and
the lens should be matched as close as
possible in order to secure maximum illumination.
Read our recent article (July 7,
1956 Modern Theatre) on how to figure
the speed of the reflector and the projection
lens.
There are a few basic laws about projection
lenses one needs to comprehend
thoroughly before he can intelligently understand
the necessary requirements of a
lens which will deliver good picture resolution
and maximum light. We will present
only a few of the most important practical
details you should know about. One cannot
deal intelligently with lenses and their
action on light and picture definition
without understanding this basic knowledge.
1. Let us start with one of the most important
laws about light intensity varying
according to the projection throw distance
and the area (screen area) a certain
amount of light has to cover. Most projectionists
understand the light intensity
decreases inversely as the square of the
distance from its source. To be more specific,
if you have a projection distance of
60 feet and a screen area of 105 square feet
and increase this distance to 100 feet and a
screen area of 210 square feet, it should be
understandable it will require approximately
twice the amount of light. You are
spreading the light over twice the space.
In other words, let us say you have not
increased the projection throw and it still
remains 60 feet but have Increased the
size of the screen from 105 feet to 180
I
26 The MODERN THEATRE SECTION

M
Iwith high quality projection lens, sufficient
I
square feet, more light will be absolutely
necessary in order to obtain the same
screen brilUancy.
The whole story boils down to this:
Only
light source , a good screen surface,
sufficient amperage of the arc, and
correct carbon combination can you hope
to secure maximum screen illumination,
particularly when you increase the screen
size. In order to obtain excellent picture
resolution and maximum screen illumination,
it is necessary to use a lens of the
right diameter, corrected optically;
and use
the new type, with several elements, in
order to obtain good over-all definition
and maximum Ught coverage from edge to
edge,
2. The modem projection lens is manufactured
with precision and the grinding
of the lens surfaces is done by optical engineers.
The lens must be corrected, with
the right combinations, to eliminate
spherical and chromatic aberration.
CHROMATIC AND SPHERICAL ABERRATION
Let us take up. briefly, the subject of a
few faults in cheaper projection lenses:
Spherical aberration which must be eliminated
if good picture resolution is to be obtained;
chromatic aberration, unwanted
colors. All of these faults in simple lenses
are, of course, corrected in present day,
high quality projection lenses.
Many exhibitors and projectionists
haven't the faintest idea what chromatic
aberration is. Let us tell you in a few
words how to tell if your lens has chromatic
aberration. If you stand close to the
screen, you will notice, with an inferior
grade lens, a rather rainbow effect between
black and white in place of a sharp cutoff
from black to white. This colored area
appears to be yellow blending into purple.
Now with a lens that is not corrected for
chromatic aberration, this colored area is
wide. On your better projection lens and
higher speed lenses, this colored area is
very narrow or in other words the better
lens has less chromatic aberration. It is
not discernible, in other words, in our present
day, precision-built lens. But way back
in the old days, using a four-element type,
with only a minimum of correction, this
discoloration was very apparent to the eye
when viewed as explained above.
DEFECTS ELIMINATED
Chromatic and spherical aberration defects
may be eliminated by the combinations
of crown and flint glass, plus convex
and concave surfaces. The right combinations
will eliminate, by curvatures and special
glass combination, these inherent faults
found in simple, cheaper lens. And in the
better lens you will be able to project a
sharp clear picture from edge to edge. The
high quality, completely corrected, prime
lens is the only type to use in conjunction
with any type of anamorphic lens—prismatic
or cylindrical types.
The better grade of projection lens Is
corrected for image distortion, which is
accomplished via combinations of convex
Continued on following page
^^\
The only way to grow in this industry is to 'do
right' by your customers. This means many things. It
means whole-hearted integrity of service . . . sincere
advice . . . and never overselling! It means constantly
searching out new and better products . . . careful investigation
before recommending them . . . and adapting
successful experiences of other theatres to benefit
your individual needs. And it means quick, dependable
attention to even the smallest needs of all theatres . . .
regardless of size!
National is
the only nation-wide equipment and
supply organization serving the motion picture industry
exclusively.
Every equipment or supply need your theatre
could possibly use can be found in
the more than
18,600 different articles available through National.
But we like to feel that National has grown because
it has always tried to 'do right' by you. Call your National
man and see for yourself why it's important to get 30
years experience with every transaction!
NATIONAL THEATRE SUPPLY
^Wt 6ll9t9fltee OF CONSISTENT OUAIITY
AND OUTSTANDING SERVICE
BOXOFFICE : : November 3, 1956 27

ANAMORPHIC AND PRIME
LENSES
Continued from preceding page
and concave surfaces with the right curvatures,
etc. Lenses which do not have perfect
correction will distort straight lines and
therefore the image will be distorted. We
found this distortion, to a certain extent in
the old "quarter" size lens, and in some of
the cheaper types of lenses known as "Petzval
aplanats," which consisted of two elements—sometimes
called the four-element
type—which were four lenses arranged in
the form of two achromatic doublets. The
older type lens, in short focal length, fell
short in projecting a sharp image edge to
edge, but in longer focal length, from 4'/2
or 5, fair degree of clarity could be obtained,
provided the optical train was kept
in perfect alignment, and the lens surfaces
kept clean.
The improved form of aplanatic projection
lens, particularly those anti-reflectioncoated,
and with better correction, are still
manufactured by some of the optical concerns
and give fairly excellent resultsflat
field and more light output than the
older types; but the best results with this
particular type is in the long focal length.
Some of these are rated as f/2.0 speed,
starting on focal length from 3y2 to 5 e.f.
We find a much slower speed from 5 inches
e.f. up to, shall we say, around 9 inches e.f.
Right here, before we proceed further on
the merits of various types of projection
Correct Procedure for Cleaning Lenses
These cleaning instructions are for
either coated or uncoated projection
lenses. To assure proper performance the
following cleaning procedure should be
carefully followed by projectionists.
1. The lens should be removed from
projector once a day for cleaning.
2. First, carefully remove all particles
of dust or lint with a clean camel's hair
brush, which should be used only for this
purpose.
3. The next step is to wet a sheet of
clean lens tissue in any good, well-known
brand, liquid lens cleaner similar to
Guild Craft lens cleaner, grain alcohol
or acetone, and wipe surface thoroughly
clean and dry. Dry the surface with a
clean dry piece of lens tissue—never use
lenses, don't just buy a projection lens 07i
its focal length, but think about your lens
purchase in terms of high quality. Your
projection lens is too important a unit to
be treated in a haphazard manner without
any consideration being given as to its
speed, diameter, spherical and chromatic
corrections, adequate antireflection coating,
and mechanical construction. All of
these factors must be carefully
considered
if you expect picture clarity, maximum in
cloths of any character or treated lens
tissue. Never use glass cleaners or
powder for cleaning as you may damage
the lens surface.
4. Modern makes of projection lenses
are precision-made and sealed at the
factory and should never be taken apart
except at the factoi-y for repairs. They
are factory-sealed to eliminate oil seepage.
It is all right to disassemble old
i
prismatic only)
types of lenses that are not sealed, for
general cleaning. Some types of anamorphic
attachments
can be taken apart and cleaned (See
instructions in this article on various
prismatic lenses) . Do not take apart
cylindrical type anamorphic lenses—
they are factory sealed. Clean only the
outside surface.
screen brightness, flat field (sharp edgeto-edge
focus ) , and uniform screen brightiiess
from edge to edge, not just in the
center.
Too many exhibitors just say to the
dealer, "I want a 5-inch, e.f. lens, 4-inch
diameter."
Let me point out here, that the sharpness
of the projected image, light gain, depends
on the correct optical design. To be brief,
good picture resolution depends on the
right glass combination and curvatures;
brightness is assisted by the antireflection
coating and speed of lens, and the con-
28 The MODERN THEATRE SECTION

trolled light from the aperture through the
In the construction of
lens barrel and exit.
some lenses, there Is too much light
"spilled" because the diameter of the barrel
is inadequate, or the design of the lens is
such that some of the light is wasted. However,
from such reliable optical firms as
Bausch and Lomb, Projection Optics Co.,
Kollmorgen Optical Corp.. and Ballantyne
which distributes the Super Lumbo, the
very finest in corrected and precision-built
lenses are available to fit every theatre
need.
The writer cannot be too high in his
praise for the constant, outstanding improvements
made in the modern lens.
EXPLANATION OF REFRACTION
'We would like to tell you. very briefly
but clearly, about refraction—the change
of direction of a light ray from one medium
to another. This is very important in projection
lenses and is controlled by combination
of curvatures. To state it simply,
we think most projectionists understand
that light rays travel In a perfectly straight
line through any medium that is transparent

ANAMORPHIC AND PRIME
tion lenses are composed of
LENSES
Continued from preceding page
four elements
(six lenses) —known as compound lenses.
Most projectionists, if they have made
even an elementary study of optics, know
a compound lens is a lens having more than
one component. It has four lenses, composed
of the right combination of flint and
curvatures necessary for cor-
crown glass,
rections in spherical and chromatic aberrations;
in some cases, two of them are
cemented together with Canadian balsam,
which is a crystal-clear substance. There
are optic systems that contain up to ten
elements. Each lens serves an important
purpose in obtaining over-all light gain,
color correction (chromatic aberration)
spherical aberration correction, and over-all
picture resolution, so necessary now with
Cinemascope, VistaVision, Superscope,
Todd-AO and widescreen presentations.
The demands made on projection lens and
anamorphic lens by these new processes are
very severe. It is truly marvelous the rapid
improvements and changes made in lens
construction by leading optical manufacturers.
The lens mount plays a very important
role in holding the projection lens and anamorphic
attachment in perfect alignment
with the aperture. It must be square with
TYPES PRINTS —
standard, CinemaScope, or combination optical
and magnetic—without interchange of sprockets,
rollers, shoes or tracks.
CORRECT

—
M
order. We might add here the 4-inch Super
Snaplite (f/1.9 speed) has six elements,
which give a better edge-to-edge focus and
ore uniform illumination.
THE NEW SUPER CINEPHOR LENS
»„.......„,,„.„
nephor projection lens is a very fine
ojection lens for widescreen presentation
and for prime lens for the anamorphic lens.
The focal lengths range from 2 inches up to
9. but the speed will vary slightly for some
of the focal lengths; for an example: Series
I
11. focal length 9 inches, speed f/3.7; focal
length 5V4 inches, speed f/2.5. The Super
Cinephor, 4-inch diameter barrel, focals
from 4% inches to 6V2 inches, speed will
be f/1.8; focal length from 6% to 7 inches,
speed will be f/1.9. Speed of projection lens
and your reflector should be "matched" as
close as possible for maximum illumination.
utoic&
for the PRIME LENS
HILUX AND SUPERLITE LENSES
Another series of quality lenses is the
Hilux f/1.8 and Superlite Series 111-C f/2.0.
coated surfaces, manufactured by Projection
Optics Co. The Super-Hilux, 4-inch
diameter, f/1.0 light collecting speed, projects
a picture with increased light gain,
flatness of field, very good edge-to-edge
definition and over-all illumination for
widescreen and for all the new processes
Cinemascope, Superscope, VistaVision,
MGM 65mm and Todd-AO 70mm presentation.
Due to limited space, we cannot go
into complete details about each lens, but
the various optical manufacturing companies
do supply data on various focal
lengths, speed and diameter of their lenses.
The new term now being used, "light collecting
speed," is a useful expression for
specifying a very important factor in
theatre projection lens; a factor heretofore,
which has been difficult to specify.
8 out of 1 Exhibitors today choose
a Kollmorgen Super Snaplite for
their prime lens. Perhaps this
is because for more than
thirty years Snaplites have
been the standard by
which all other lenses
have been judged.
For speed, for contrast, for
definition and for terrific brilliance on
the screen, your 1st Choice is a Super Snaplite.
Write for Bulletin 222.
Continued on following
page
KOi^iiA\oiri;KW
\yjjtiCcu/ «: «» » • «» H j^'r «»
' NORTHAMPTON, MASSACHUSETTS
This is a Bausc/i & Lomb Super Cineplior prime lens
attached to the four-inch diameter CinemaScope
attachment in the reversed position. This setup is
used for theatres with limited screen sizes, or long
projection throw, which require prime lenses in focal
lengths longer than what is available in standard
sizes. By use of the number 41-77-04, 4-inch diameter,
CinemaScope attachment used in reverse position,
the theatre is able to use prime lenses of half the
focal length that is normally required. For example,
a theatre may require a prime lens of ten-inch e. f.,
and by using the reverse -04 attachment can effectively
obtain a quality image with the use of only
a five-inch e. f. prime projection lern. This reverse
procedure also has the added benefit of being less
expensive than special long focus prime lenses
made. It should be understood, however, this procedure
does not give you anything extra in those
situations where existing lenses can be used.
famous since 1916
for the finest
in
curtain controls,
tracks and special
operating devices.
%m.INC.
akren 4, ehie
BOXOFFICE : : November 3, 1956 31

ANAMORPHIC AND PRIME
LENSES
Continued from preceding page
ClhEMASCOPE TAKING LENS BALTAR
Briefly, this expression indicates the
ability of the lens to provide adequate
illumination to the edge of the screen;
in the older type lens, light is very poor
at the edges but with the improved modern
projection lenses, the picture is brighter
and clearer not only in the center, but on
the edge of the screen as well. The light
collecting speed is a very important factor
in any make of projection lens and should
be given considerable study and thought by
evei-y projectionist and exhibitor.
Now that we have given you some important
data on projection lens for widescreen
and why it is so important only a
high quality prime lens should be used with
any make of anamorphic lens, let us present
a few important tips about anamorphic
lenses—both prismatic and cylindrical
types. There are a few important points
you should understand in order to obtain
maximum screen results from your anamorphic
lens. It is just as important to keep
this lens clean as it is the prime lens, but
use lens tissue for best results.
BAUSCH AND LOME ANAMORPHIC
When 20th Century-Pox developed Cinemascope,
the job of manufacturing a very
high quality anamorphic lens for camera
and projection was given to Bausch & Lomb
CINEMASCXDPE PROJECTION LENS SUPER CINEPHGR
These drawings show the various lenses, curvatures, and refraction which takes place in Bausch & Lomb lens
system for taking and projecting CinemaScope pictures. This drawing will give you a very good "working"
knowledge on how the prime lens and anamorphic attachment (cylindrical lens) function in the projector;
likewise, how the lenses are arranged, smaller in size, of course, for taking "squeezed" pictures. The anamorphic
lens is an attachment that "reshapes" the "squeezed" picture back to normal proportions on the
projection screen. Only high quality prime lens should be used as the anamorphic lens is not a corrective
unit. All lens surfaces must be kept thoroughly cleaned in order to obtain maximum light and good picture
definition over the entire screen area.
Optical Co. They came through with flying
colors, of course, with a very fine anamorphic
lens that gives more screen brilliance,
exceptionally fine focus from edge-to-edge
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32
The MODERN THEATRE SECTION

I
rihe screen. This company selected the Pl^r cylindrical type of anamorphic because, if
properly constructed, precision ground
lenses with the right curvatures to overcome
any aberrations, a flat field would result,
and, by actual tests, this type gives
more light on the screen. Once correctly
set for a certain projection distance, no
further attention is needed except cleaning
with lens tissue.
The manufacturing procedure in building
cylindrical lens, by Bausch & Lomb, assures
better field correction; moreover, in
order to obtain good picture resolution,
anamorphic attachments must have a vei-y
high degree of optical correction or the picture
will not be razor-sharp, nor will the
over-all focus be satisfactory. Too, these
lenses must work satisfactorily with various
focal lengths of prime lenses or the image
will suffer. The design of the Bausch &
Lomb anamorphic meets all these requirements,
we have found out in the field on
Installations. But care must be exercised
in the selection of the back-up lens to work
hand-in-hand with the anamorphic lens.
HILUX-VAL
ANAMORPHIC
A totally new design in anamorphic attachment
will be found in the Hilux-Val
variable anamorphic lens, manufactured by
Projection Optics Co. According to the company,
by a mathematical process, and by
complicated calculations, all undesirable
aberrations have been eliminated in the
new Hilux-Val variable anamorphic. This
is accomplished by using a combination of
prisms and a very carefully designed and
manufactured corrector lens on the front.
With the variable type of anamorphic you
can easily adjust for any condition in a
particular theatre. Moreover, there is no
need of cropping the picture as the attachment
can be adjusted to fit the screen
and deliver excellent definition without any
side out-of-focus effect. A very slight
change in the variable anamorphic, when
adjusted to a particular screen proportion,
is
only about 1/10 of the amount of change
The Super-Hilux projection lens, with only six
air-glass surfaces, rather than the usual eight, has
a light collecting speed of f/l .0, as well as the maximum
practical ordinary lens speed of f/l. 8. As a
result, the light collecting speed of f/I.O or better
will assure no falloff in illumination at edge of the
screen. Most projectionists understand, the fewer
number of air-glass surfaces the better illumination
or light gain. This lens gives good over-all
image quality, flatness of field, and is an excellent
prime lens for any type of anamorphic. It is manufactured
by Projection Optics Co.
The Super Panatar anamorphic attachment for 35mm
projection is a very well-constructed and engineered
unit, quickly adjustable for any squeeze ratio from
2.66 to 1.0 down; adaptable to any standard projector;
accommodates all standard prime lenses.
Panavision, Inc., claims the attachment, with a good
prime lens, gives excellent picture resolution, perfect
focus, pure white light, and gives good light transmission.
It should be clearly understood, with any
prismatic-type anamorphic, that the alignment of
the projector's optical system with the Super Panatar
unit is very important. For this reason, provision has
been made in the design of the lens for every type
of adjustment which will be necessary for proper
alignment of the attachment. Sufficient screen illumination
can be had, with any type of prismatic
anamorphic, if you have arc lamp capable of delivering
the necessary light to properly illuminate the
screen, which should always be taken into consideration
when using prismatic anamorphic attachment.
normally noticed in any theatre—with
standard projection—when the viewer
moves from the center to the side of the
auditorium.
It is, of course, a misconception to think
that by merely changing the aperture plate
size you can get a correct Cinemascope,
Superscope or VistaVision picture. It stands
to reason each of these processes must have
the true aperture size as well as the proper
prime lens to fit your chosen screen width.
Yes, one can easily crop a picture to make
it fit, but why do this when the right type
of anamorphic (either cylindrical or prismatic)
and prime lens can be used to obtain
perfect results? But there are many theatres
doing this, cutting out part of the
picture and losing light.
The variable type
of anamorphic lens, with a high quality
prime lens, can be adjusted to fit any
screen: moreover, the cylindrical type anamorphic
and right focal length prime lens
can be selected, along with the true aperture
size plate, to fit most any standard size
screen being used today.
VARIABLE SUPER-PANATAR
We also found the Super-Panatar (Radiant
Manufacturing Co.) variable anamorphic
lens excellent. It permits instant
switching to any aspect ratio up to 2.66 by
a turn of the knob; has a unique mounting
system which eliminates lateral line
distortion; it accommodates all standard
projector lenses. It is important if you
don't know this, to align the optical axis of
the Super Panatar with that of the projector,
or vignetting and loss of light may
result. This variable anamorphic, properly
setup and aligned, will produce excellent
picture resolution with very little light loss.
It can be adjusted to fit chosen screen sizes.
Continued on following page
MiLUJC
WORLD'S PW£2T
ANAMORPHIC
PROJ£CVO^ lE^QSS.f
Comparison tests in famous thieaters throughout
the world have proven Hilux Anamorphic
Projection Lenses vastly superior. Precision
designed and built, they have optimum optical
correction for color, definition and distortion.
You owe it to your audiences to use
Hilux Anamorphics for MX prints.
An amazingly precise variable anamorphic that gives
non-vignetting performance with both 4" (101.6mm)
and 2'V32" (70.6mm) diameter prime lenses. Complete
control up to 2X without shifting lens or projector.
A high quality 2X fixed anamorphic tor all proiection
lenses up to 2'V]2" (70.6mm) with a 64mm free rear
aperture for maximum non-vignetting light transmission.
A I.5X to 2.0X variable anamorphic for all standard
2'iV (70.6mm) projection lenses. 64mm free rear
aperture assures maximum light with no vignetting.
Hilux 264 and 152 are available with either fixed or
variable corrector lenses. For catalog sheets and focal
length computer, write Dept. ^-6d.
BOXOFFICE :
: November
3, 1956
33

ANAMORPHIC AND PRIME
LENSES
Continued from preceding
page
\^
^^^
\i^Vil^
'E?>y:;To„t^jj!./
It is important, in order to maintain proper
screen brilliance and definition, to use
only fast, precision-ground, coated objective
lens. In the final analysis, the performance
of any anamorphic lens can be no better
than that of the objective lens with which
it is used. Tests have shown that by adjusting
the prisms of the Super Panatar, the
projected image can be "squeezed" or "unsqueezed"
by as much as 5 per cent without
noticeable distortion. This makes it possible
for the projectionist to obtain just the
right amount of bleedoff on the screen
edges, with the proper focal length objective
lens to bring him within the proper
range. Good picture definition, free of any
distortion, will depend upwn following the
manufacturer's instructions when setting
up this type of anamorphic, and installing
the focal length (prime lens) necessary to
obtain perfect picture resolution, free of
spherical and chromatic aberrations, etc.
In this article you will find data and pictures
of projection lenses which we can
highly recommend to be used in conjunction
with anamorphic lens attachments. We
have installed all these well-known brands
and know from experience they are very
high quality lenses.
The Cinematic IV, S.O.S. Cinema Supply
Corp., is an adjustable prismatic anamorphic
attactmsnt. It comes complete with
permanent mounting brackets for all makes
of projectors. Used with a good quality objective
lens, the results are satisfactory,
provided sufficient light is obtainable from
your arc lamp. It is of the utmost importance
this attachment be carefully
aligned with the projection lens (prime
lens) optically in order to obtain the best
picture definition.
VIDOSCOPE
ANAMORPHIC
The Vidoscope anamorphic, distributed
by Walter Putter, is a cylindrical type similar
to Bausch & Lomb anamorphic: The
adjustments are the same, ond the unit is
attached to the prime lens in the same way
as the BiiL lens. Again we repeat, with this
anamorphic lens it is of paramount imr/ie
Vidoscope anamorphic (right), and Vidoscope
jr. anamorphic (left), is distributed nationally by
Walter Fatter. The standard (35mm) anamorphic
can be used with any good make of backup lens;
it is adjusted for various throws the same as Bausch
and Lomb CinemaScope anamorphic lens. The
Vidoscope jr. anamorphic lens can be used with
most any make of 16mm projectors, in conjunction
with a 16mm backup lens to fit various projection
distances. These lenses should be very carefully
adjusted in order to secure good over-all focus.
portance you use only the better brand of
back-up lens, if you want good sharp definition.
A cheap grade of projection lens
will absolutely not work satisfactorily with
any type of anamorphic—this has been
conclusively proved by many actual tests.
The Bell & Howell Co. makes the Filmorama
921 lens, for use with both military
and commercial versions of the JAN (joint
Army-Navy) projector. This is a cylindrical
type and combines in one barrel a twoinch
f/1.4 projection lens, an anamorphic
lens and a focusing unit. The 921 lens fits
directly in the JAN lens mount, eliminating
attachments, adapters and brackets.
COMMENTS—^We have endeavored to
cover all the important details about anamorphic
attachments and projection
lenses you should know. We feel sure, after
carefully reading this article, you will have
a much better understanding of the projection
optical train. Too, you will better
understand the function of the anamorphic
lens in conjunction with its prime lens,
and why good results can be had only when
the right type and quality prime lens is
used for CinemaScope, Superscope, Vista-
Vision, etc.
IVr/fe for BIC free iotalog.
PHILLIPS CARBON SAVERS"
THEATRES, DRIVE-IN THEATRES I
ANY TYP[ OF ARC LAMP i
Mfg. By
p
PHILLIPS ELECTRO EXTENSIONS P. O. Box 788 Chorlciton, W. Vo. 1
i ASK YOUR THEATRE SUPPLY DEALER «
These photographs show two different types of anamorphlcs by Projection Optics Co. The one on the left
is Hilux 264, a high quality, 2X fixed anamorphic for all types of projection lenses up to 2 25/32-inch
(70.6mm) with a 64mm free rear aperture for maximum non-vignetting light transmission. To the right
is the Hilux 152 variable anamorphic for all standard 2 25/32-inch projection lenses. We have seen
several installations and found these anamorphics gave very acceptable screen presentation. Space will
not permit going into too many technical details but the company will be happy to send its catalog on
lenses, bot/i prime and anamorphic.
34 The MODERN THEATRE SECTION

Detroit Exhibitor Sees Need
For Basic Change in Design
Of Theatres for
New Films
A basic change in theatre construction is
proposed by Norman Meyers, managing
iirector of the first run Adams Theatre,
etroit, who predicted, "If installations reaain
as they are now, the projection booth
Df tomorrow must be on the mezzanine
level."
Meyers referred primarily to recent developments
in new projection techniques,
which have been in existence long enough
to provide a background of experience
from which to write new specifications.
Pointing out that he is no technician,
Meyers said that with the mezzanine projection
booth: "You will avoid keystoning
from any position in the house, I believe.
You get keystoning from the angle of projection—and
the greater the angle, the
more severe the keystoning is. By having
the booth at the mezzanine level, you would
be able to hit the screen with virtually no
tilt."
Such relocation may not prove unduly
difficult or require sacrifice of essential
seating, he indicated, from his own experience.
SACRIFICED
SOME SEATING
"When I went to widescreen I had to
virtually sacrifice the rear of the mezzanine,
because the balcony projects out
over the mezzanine and gives a cutoff
of the proscenium at the upper level. In
the mezzanine, one could see to a 17 or 18-
foot height of screen, but when we went
to 21-foot height, about three feet were
cut off by the protrusion of the balcony."
Interestingly, Meyers added, the use of
Cinemascope gave the house the use of
the full mezzanine again, since the film is
controlled to only 16-foot height for this
type of projection.
The Adams presents a case typical of
The screen now
many fair-sized theatres.
in use is 21x46 feet wide, but only 40 feet
of width have been used regularly. The
proscenium opening is not quite wide
enough to allow use of the full 46 feet, but
Meyers has a plan for remedying this by
extending the screen out beyond the proscenium
opening on either side. For Cinemascope
he is currently using a 16x43-
foot picture.
J. F. O'Brien Moves Up at RCA
J. F. "Jack" O'Brien, for 25 years a Radio
Corporation of America sales representative
in the theatre equipment field, has been
appointed RCA manager, northeastern region.
O'Brien will have headquarters in
Boston and will direct sales and merchandising
of RCA and RCA-Victor products
throughout the region.
O'Brien is a member of several theatre
industry organizations, including TESMA,
SMPTE and Theatre Owners of America.
BOXOFFICE November 3, 1956
now! profit without problems
NEW
-VICI^^A.—I-.ITE1
LENTICULAR
no ''side
SCREEN
'the screen of optical precision"
seat squint" with
this ''all-there' screen
features:
V.amazingly low
cost
^maximum reflection
^greatest distribution
Nbno disturbing
seams
Side-seat squint can create profit
problems because your "half-there"
screen may only half-fill your theatre.
You can assure your patrons of full,
bright entertainment, full picture distribution
. . . because we give you
the correct screen surface to fit your
theatre's
needs.
specific
Get the complete facts
noTv, today! Contact your
local theatre supply dealer
for prices, or write, wire
or phone us for our
factual booklet.
L. E. CARPENTER & COMPANY
VICRA-LITE SCREEN DIVISION
Empire State Building, New York 1, N.Y. • LO 4-0080 • Plant :
Wharton, N.J.
USE UP those CARBONS!
CALI CARBON COUPLERS
Let You Burn All the Carbon
"They're Expendable"
|Hi^^
Hf^^
^^K
Full Refund
if not 100%
_^ Satisfied
The most popular carbon sover. Used by more They COSt less than jUSt the repairs OH
theatres than ALL other makes COMBINED. high-priced automatic savers and are
Per Hundred, postpaid: Not Packed in Mixed Sizes.
'"

AN ACRE OF PLAYGROUNDS IN 900-CAR DRIVE-IN
Well-Planned Layout Provides for Junior and Senior Playgrounds
With Variety of Equipment, as Well as Two Picnicking Areas
By NORMAN R.
MILLER*
V isuLiTE Theatres Co. of Norfolk,
Va., this season opened a new unit—the
Shore Drive-In—located on the Shore
Drive at Chesapeake Beach. This 900-car
theatre features a large playground, with
swings, slides and other apparatus for the
children of varied ages. This playground
is divided into a junior and senior area.
Equipment installed in the junior area
consists of a six-swing set equipped with
nursery chair-type seats to give absolute
safety for the very small tots, a merry-goround
capable of carrying 25 youngsters, a
castle walk, a six-swing set equipped with
rubber encased safety seats, and an allsteel
slide, with a six-foot-high platform
and 12-foot chute.
A yiew of the senior ploy area at the new Shore Drive-In Theatre at Chesapeake Bcacli. A variety of ploy
equipment is included here, a slide, climbing tower, flying ring sets, see-saws, horizontal ladder and a wave
stride. The junior play area, not shown, has swings with nursery-type chair seats, a merry-go-round, a
climbing tower, swings and a slide. Park benches and picnic tobies are located in small areas on either
side of the playgrounds. Here, there are small, porto'ile see-saws for the very young.
MULTIPLE
EQUIPMENT
The senior area is equipped with a combination
set, consisting of two see-saws, four
swings, two trapezes and two flying ring
sets; a senior castle tower, an all-steel
slide, with an eight-foot-high platform
and 16-foot-long chute; a horizontal ladder,
and a wave stride.
On either side of the playground is a
small area, equipped with a portable seesaw
for the very small tots, three park
benches and a picnic table, where parents
may sit in comfort and watch their children
at play.
The playground is situated within 20
feet of the concessions building. Thus, the
children do not have to go far for popcorn,
sandwiches and pop after whetting
their appetites and thirst while at play.
Altogether, the playground area comprises
about one acre. The layout plan
for the equipment installed in the two areas
was furnished by our company.
* »*r-F TAikt
This diagram shows the layout of the playground at the Shore. Note the senior section is in the lower
right corner, while the junior section is nearest the concessions building. At either side of the triangirior
layout are the areas for picnicking and for the very youngest children. The playground is located
within 20 feet of the concessions building where soles benefit handsomely from the play-stimulated appetites
of the youngsters.
LOCATED NEAR RESORTS
Shore Drive is the main highway leading
from Ocean View to Virginia Beach, two
prominent resorts in the Norfolk area.
The Shore Drive-In occupies a 13-acre
site. The projection booth is on the second
floor of the concessions building at the
extreme rear part of the lot. The screen
tower is 120 feet long and the projection
throw is 650 feet. Ehiring August, a 100-
foot steel tower was erected for use as a
moonlight pole.
The Shore Drive-In is equipped with
Century projectors with water-cooled apertures.
Lamps are Strong 135 with Strong
Red Arrow 135 amp. rectifiers. Nine hundred
Motiograph speakers are installed in
•Vice-President American Ployground Device Co.,
Anderson, Ind.
36 The MODERN THEATRE SECTION

maScope with Bausch and Lomb anamorphic
lenses.
The concessions building is heated and
completely air-conditioned for year-round
iperation. In front of the building with
fclear view of the screen is a large patio
ith tables, chairs and loud speakers. As
lany as 75 to 100 people can be seated
lere, eating while watching the picture.
The concessions building is leased to
ierlo Vending Co. In addition to the
Ifoods that are sold regularly at drive-ins.
Ierlo handles pizzas as well as chicken
tinners.
INSTALLED ICE MACHINE
One innovation the management has insisted
on is an ice machine so that all of
[the cold drinks that are sold are served
[with crushed ice. General Manager Jeff
jHofheimer said this feature has been a
good talking point.
Visulite Theatres is an outgrowth of a
movie concern that began in the early
days of the industry. The present general
manager of the chain is the nephew of one
of the founders, J. D. Hofheimer, who on
April 1, 1911, opened one of the first
nickelodeons in Norfolk, known as the Arcade
Theatre. The Arcade was in continuous
operation until it was closed for
a few months as the result of a fire. It was
then remodeled and reopened as the Byrd
Theatre.
In addition to the Byrd, other theatres in
Lee Hofheimer, part owner and manager of the
Shore Driye-ln at Norfolk, Va., stands near the
four-lone entrance to the theatre where the marquee
was built over the boxoffices.
the Visulite group are the Suburban, Boulevard
and Willard, all neighborhood theatres
in Norfolk; the Grand in South Norfolk,
the Autoport Drive-In in Portsmouth,
and its latest addition to the chain, the
900-car Shore.
The theatre was designed and erected by
I. and O. A. Slutzky.
Theatre concessions using the cafeteria
system outsell station type stands by approximately
25 per cent.
Michigan Theatre Equips
For Winter Operation
The Sky Drlve-In Theatre at Adrian will
be one of the first heater-equipped ozoners
in Michigan, according to plans announced
by William G. Jenkins, owner, and William
C. Jenkins jr., manager. Tests were being
conducted at the drive-in to determine the
type of heater most adapted to the rigrrous
Michigan winter, as well as to find out
which car heater offered advantages in
way of safety and endurance. Installation
of the chosen line of heaters was to be
made early this month so the drive-in
could continue operation throughout the
winter.
The Jenkinses also are installing a new
cafeteria style Manley Serv-O-Ramic
stainless steel concessions stand for handling
two separate lines of customers. Footings
are to be placed, too, for a larger concessions
lobby, with the construction to be
completed in the spring.
Freon-113. a chemical compound originally
developed by the Du Pont Co. as a
refrigerant, has been tested successfully
as a cleaner for magnetic sound-recording
film. For this purpose, the Du Pont compound
has the advantages of being nontoxic
and non-flammable. Tests also have
shown that Freon-113 will not soften the
magnetic sound stripe or cause warping of
the film base.
THE TRULY AMAZING
LIGHT
PROJECTING SYSTEM
140-165 AMPERES -40%
MORE LIGHT THAN EVER BEFORE
NEW
HIGHER POWER!
• O CARBON ARC LOWER COST!
F1.6
FASTER SPEED OPTICS!
CONTROLLED FILM HEAT!
NOW YOUR DRIVE-IN CAN HAVE THE BRILLIANT
LIGHT OF INDOOR THEATRES
U. S. Distribution through INDEPENDENT THEATRE SUPPLY DEALERS • Foreign: WESTREX CORPORATION • Conodo: DOMINION SOUND EQUIPMENTS, LTD.
C. S. ASHCRAFT MANUFACTURING CO.. INC.
36-32 THIRTY-EIGHTH STREET, LONG ISLAND CITY 1, NEW YORK
BOXOFFICE :
: November
3, 1956 37

SMPTE Gives Fellow Awards
Drive-ln Furnishes in-Car Heaters Free
To 16 for Contributions
And Proficiency in Field
Fellow Award certificates were presented
to 16 members of the Society of Motion
Picture and Television Engineers
Tuesday evening, October 9, during the
society's 80th convention at the Los Angeles
Ambassador. The 16 were recommended
for the awards by the Fellow Award committee
because "by their proficiency and
contributions they have attained to an outstanding
ranlc among engineers or executives
of the motion picture or television
industries."
Herbert Barnett, a past president of the
society, served as chairman of the Fellow
Award Committee. Certificates to the 16
nominees were presented by John G.
Frayne, SMPTE president. Addition of
this group in October brought the number
of SMPTE members who have attained the
grade of Fellow to 256.
THOSE WHO WERE NAMED
Those who received the Fellow Award in
Los Angeles are: Willy Borberg, General
Precision Laboratories; Jasper S. Chandler,
Eastman Kodak; John W. DuVall, E. I.
du Pont de Nemours; Edward Furer, Producers
Service Co.; Edouard P. Genock,
Eastman Kodak; Herman M. Gurin, NBC;
Wilton R. Holm, E. I. du Pont; Robert G.
Hufford, Eastman Kodak; Fred Hynes,
Todd-AO; Warren R. Isom, RCA Victor;
Walter I. Kisner, Eastman Kodak; Frank
L. Marx, ABC; John B. McCuUough, Motion
Picture Ass'n of America; Richard O.
Painter, General Motors; Michael Rettinger,
RCA; and John G. Streiffert, Eastman
Kodak.
Chet Philbrook, manager, Meadows Drive-ln, Hartford, extends heater to his wife Mary while daughter
Linda looks proudly on. The Meadows is only Connecticut under-sky to provide free heater service
for patrons during cold months. This year marks second season of the practice. The free service is
much appreciated by patrons and has made possible the successful wintertime operation of the
Meadows. Theatre executives believe it to be a good public relations gesture.
To Distribute Film Splicers
The New York division of the National
Theatre Supply Co. has been appointed
distribution medium for Presto Rim
Splicers, manufactured by the Prestoseal
Manufacturing Co. According to the manufacturer,
the Presto Film Splicer makes
a thermal-heated splice in 2% seconds.
= IIIMIIIIIIIIIMIIIIIIItlllllMHiriliritltlllllllIMMMMIIIIIIIIIIirilllllllllMIIIIIIIIIMIIIIIMIIIIIIIIMIMIIIIII=
Superior Design,
Construction and
PERFORMANCE
far
greater
strength and
SAFETY !
I NEW EPRAD HUM-DINGER" In-The-Car Speaker! I
• Rugged Fiberglas Cose
• Attractive Molded-ln Colors
• Fits Most Junction Boxes
• Small Size (6 3/4" x 4 5/16")
• IMMEDIATE DELIVERY
$Q95
3
See Your Independent Supply Dealer
^ERICAN
PLAYGROUND
AND SWIMMING
POOL EQUIPMENT
The wise choice of experienced
buyers for nearly half a century.
WRITB FOR LITERATURE
AMERICAN
5 'The Voice of the Drive- In"
= 1206 CHERRY STREET TOLEDO 4, OHIO
ANDERSON, INDIANA, U.S. A.
WOmOS lABGCST MANUfACTUREM OF FINE
PARK. PICNIC. PtAYGROUND. SWIMMING
POOl AND DRCSSING BOOM (QUIPmENI
^
=llllilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll=
38
Tho MODERN THEATRE SECTION

'
I
FOR MORE INFORMATION
USE THE FREE RETURN CARD
he postcard at the bottom of this page is designed to help you get more informoion
on products and services advertised in this issue of The Modern Theatre Section,
)r listed in the "New Equipment ond Development" and "Literature" departments.
\r\ aiphobetietil Index of Advertisers appears below; on the back of this card 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 post-
:ard below carries numbers corresponding to the page numbers—with letters added.
Circle the Whole Key Number, including the letter, corresponding to the page numbers
:)f the advertisements on which you want more information. Then: Fill in your name,
Kidress, etc., in the spoce provided, tear out cord and mail. For more information
)n listings in "New Equipment and Developments" and "Literature" departments,
:ircle number corresponding to Key Numbers published with each item below.
>
DEVELOPMENTS
cessions situation. The 207 ShakeMaker
has a capacity of 44 gallons per hour, while
the 215 ShakeMaker turns out 22 gallons
ADVERTISERS' KEY NUMBERS
Adier Silhouette Letter Co Mc
Motlogroph, Inc _ 30a
Americon Playground Device Co 38b
American Seating Co..- -.34o
C S. Aiheroft Mfg. Co.... 37o
Bollantyne Co - 5o
Bauch & Lomb Opticol Co
Ma
Poul F. Beich Co 24o
Coli Products Co.„ „ „ ...35b
L L Carpenter _ ~ 35o
Coca-Cola C6 2a
Drive-ln Theatre Mfg. Co ^.Mh
EPRAD -__. 38a
Henry Heide, Inc. ...25c
Internotional Projector Corp. 31c
Internotiofloi Seat Corp „ 40b
Irwin Seating Co. „ 32a
Kollmorgcn Optical Co 31 o
LaVezzi Machine Works .28a
Moaley, Inc- „ „ 25b
Maltiplex Faucet Co..„ „ J2a
Notional Carbon Co...„ „.. „ „._ te
National Super Senrice..~
..41a
Natioool Theotre Supply .27o
Nestle Co._ .23o
Oglesby Equipment Co_„
JOi
Pepsi-Cola Co 18a, 19b
Phillips Electro Extensions.. J4€
Projection Optic* Co 33a
RCA (Seryiee) .42a
RCA (Theatre Equip.) „ 3a
Rowe Momifacturtng Co_ Facing MT Cover
C. F. Simonin's Sons, Inc .25o
Smithfield Ham & Products Co., Inc JZ2b
S.O.S. Cinema Supply Corp. „ .42b
Speed Scoop . .....22c
Strong Electric Corp. 4a
Superior Refrigerator Mfg. Co .25d
Switzer's Licorice Co. „„_ „17a
Vollen, Inc
Jib
ty to
D 40°
liable
•1521
ctant
junce
/erful
3 and
lance
g inoduct
ly be
prebase
odlne
are
:turer
ed in
r
itainis
dese
in
urinwalls
2d by
eatre
;es as
per hour. The 216 SoftServer produces
ten gallons an hour; the 208 SoftServer,
20 gallons an hour. Each unit has Air-O-
Metric mix feed system, heavy duty watercooled
hermetically-sealed compressors
and plunger type gates which require but
a touch of the finger to start dasher motors
and dispense products.
Drive-ln Attraction Board
Legible Day or Night
P-1523
Mors, Inc. .21a
PtEASt ntINT
Name ,
Position „.„
Theatre or Orcuit..
Street
City „..
No.„
BUSINESS
Wagner Sign Service, Inc. _34b
State..
REPLY CARD
Flr»t ClOM Permit No. 874 - Section 34.9 PLiR - Konsoj City, Mo.
No
Poet«|e Stamp
Necenery
^ If Mailed iB thei
L United Sutesi
MODERN THEATRE Section of BOXOFHCE
825 Van Bnmt Blvd.
Reader^ Service Dept «•«»«,-« ^-^..^ ^. ...»
November 1954 KANSAS CITY 24. MO.
1522
milk
t ice
•d by
Jo.
to
•y of
four
ly be
three
coniolly
the
Drive-in theatre attractions signs that
have high intensity and high readability
both day and night have been introduced
by the Ballantyne Co. under the name of
"Plexiglo" signs. By day or night, the
forceful plastic lettering, lighted or unlighted,
makes easy reading for motorists
approaching the theatre. The custommade
signs, available in any desired size,
are internally lighted. With the light
source thus protected from the weather,
maintenance requirements for the signs
are held to a minimum. The attraction
signs are available in both single and
double faced styles. High intensity "Enter"
and "Exit" signs are included in the Plexiglo
line.
39

CONDENSED INDEX OF PRODUCTS
SMPTE Gives Fellow Awards
To 16 for Contributions
And Proficiency in Field
Fellow Award certificates were presented
to 16 members of the Society of Motion
Pictm-e and Television Engineers
Tuesday evening, October 9, during the
society's 80th convention at the Los Angeles
Ambassador. The 16 were recommended
for the awards by the Fellow Award committee
because "by their proficiency and
contributions they have attained to an outstanding
rank among engineers or executives
of the motion picture or television
industries."
Herbert Barnett, a paist president of the
society, served as chairman of the Fellow
Award Committee. Certificates to the 16
nominees were presented by John G.
Prayne, SMPTE president. Addition of
this group in October brought the number
of SMPTE members who have attained the
grade of Fellow to 256.
THOSE WHO WERE NAMED
Those who received the Fellow Award in
Los Angeles are: Willy Borberg, General
Precision Laboratories; Jasper S. Chandler,
Eastman Kodak; John W. EKiVall, E. I.
du Pont de Nemours; Edward Furer, Producers
Service Co.; Edouard P. Genock,
Eastman Kodak; Herman M. Gurin, NBC;
Wilton R. Holm, E. I. du Pont; Robert G.
Hufford, Eastman Kodak; Fred Hynes,
Todd-AO; Warren R. Isom, RCA Victor;
Walter I. Kisner, Eastman Kodak; Prank
L. Marx, ABC; John B. McCuUough, Motion
Picture Ass'n of America; Richard O.
Painter, General Motors; Michael Rettinger,
RCA; and John G. Streiffert, Eastman
Kodak.
To Di<
The
Theat:
distrib
Splice:
Manul
ufactu
a
thei
ATTRACTION BOARDS AND LETTERS
Number
Adier Silhoutttc Lettir Co 40c
Wsgner Sign Service 34b
BARBECUED SANDWICHES
Smithfield Ham & Products Co., Inc 221)
CANDY
Paul F. Belch Co. 24a
Henry Heide, Inc 25c
Mars, Inc 21a
Nestle Co., Inc 23a
Switzer'i Licorice Co. i 17a
CARBON
SAVERS
Call Products Ca 35h
Phlllipt Electro Extension 34c
CONCESSION
FOODS
Smithfield Ham & Products Co., Inc 22b
CURTAIN
CONTROLS i TRACKS
Vallen, Inc 31b
DRINKS, SOFT
Coca-Cola Co. 2a
Pepii-Cola Co 18a, 19a
DRINK VENDING JKACHINES
Multiplex Faucet Co 22a
Rowe Manufacturing Ca Facing MT Cover
Superior Refrigerator Mfg. Ca 25d
KIDDIE RIDES FOR DRIVE-INS
American Playground Devica Co 38b
LIGHTS,
AISLE
Drive-In Theatre Mfg. Ca 40a
MAGNETIC CLUSTER CAP
RCA (Theatre Equipment) 3a
PLAYGROUND EQUIPMENT
American Playground Device Co 38b
POPCORN
MACHINES
Manley, Inc 25b
Speed Scoop
22e
POPCORN
SEASONING
C. F. Simonin's Sons, Ine 25a
NEW EQUIPMENT and
POPCORN
AND SUPPLIES
Manley, Inc 2a"
PROJECTION LAMPS
Strong Electric Corn 4(
PROJECTION
LENSES
Bausch & Lomb Optical Co. 29i
Kollmorgen Optical Corp 3lj
Projection Optics Co., Inc 33i
PROJECTION
& SOUND
International Projector 31c
Motiograi:h, Inc 30i
PROJECTION AND SOUND SERVICE
RCA (Service)
PROJECTOR ARC LAMPS
42a
C. S. Ashcraft Mfg. Co S7i
Strong Electric Corp 4a
PROJECTOR
CARBONS
National Carbon Co (t
PROJECTOR
PARTS
l.aVezzi Machine Works 2b
SCREENS FOR INDOOR THEATRES
L. E. Carpenter & Ca, Inc 35a
SEAT MAINTENANCE AND REPAIR
Oglesby Equipment 40d
SEATING,
THEATRES
American Seating Co 34a
International Seat Corp 40b
Irwin Seating Ca 32a
SCREEN TOWERS
Ballantyne Ca 5a
SPEAKER, IN-CAR FOR DRIVE-INS
Full descriptions start on page 39
Dri/e-ln Theatre Mfg. Co. 40a
EPRAD
38a
THEATRE EQUIPMENT AND SUPPLIES
National Super Service Ca 41a
National Theatre Supply 27a
S.O.S. Cinema Supply Corp 42b
DEVELOPMENTS
siiiirifiMiiiMMiiiiiiiiiiiiiiiiiiiiiiiiriniiiiiiiiiiiiiiiiiiiiiiiiii
I NEW EPRAD HUM-DINGER
• Rugged Fiberglas Case
• Attractive Molded-ln Colors
• Fits Most Junction Boxes
• Small Size (6 3/4" x 4 5/16")
• IMMEDIATE DELIVERY
$Q95
3
Key
Number
Automatic Film Splicer P-1519
Beverage Dispenser P-1520
Sanitizer-Disinfectant P-1521
Soft Ice Cream Dispensers P-1522
Key
Number
Drive-In Attraction Board P-1522
Counter Food Warmer P-152<
Selenium Tube Replacement P-152!
Electronic Film Splicer P-152(
See Your Independent Supply Dealer
1
MODERN THEATRE: Send me more informotion about
items ADVERTISED on the pages os circled below:
2a
'^ \
2 "The Voice of the Drive-In"
i 1206 CHERRY STREET TOLEDO 4, OHIO
-HlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllillllHIII
38

EQUIPMENT Sr
DEVELOPMENTS
Automatic Film Splicer
ith
Preset Scraper
P-1519
FOR MORE
INFORMATION
cessions situation. The 207 ShakeMaker
has a capacity of 44 gallons per hour, while
the 215 ShakeMaker turns out 22 gallons
USE Convenient
Readers' Bureau Coupons
Splice-o-Film, an automatic precision
tool imported from England, is being introduced
by the Harwald Co. for use by
theatres and firms maintaining film libraries.
An outstanding feature of the
splicing device is an automatic, preset,
tungsten steel scraper, which the distributor
says will take off exactly the right
depth of emulsion for each splice, regardless
of pressure applied. The spUcer is
equipped, too, with a controlled heat unit
for fast, perfect splices, eliminating thick,
bulky spUces. Splice-o-Film is designed
to handle 8-16mm combinations, as well as
35mm film.
Quick Cooling
Dispensers
For Premixed Beverages
P-1520
of nine gallons per hour, with ability to
chill from 80° room temperature to 40°
temperature. Each model also is available
without the serving shelf, permitting installation
on existing counters. Product
containers and carbonation tanks may be
installed remotely from a dispenser.
Sanitizer and Disinfectont P-1521
For Sofeguarding Theatres
Idosol, a sanitizing and disinfectant
agent said to be so potent that one ounce
of it in five gallons of water is powerful
enough to kill theatre restroom germs and
odors, has been introduced by the Reliance
Chemical Co. Odorless itself, Idosol prevents
decomposition, thus killing the base
of all odors. It has a concentrated iodine
base, but unlike iodine. Idosol is non-staining
and non-poisonous when directions are
followed explicitly. The manufacturer
cannot be used in
emphasizes that Idosol
combination with any other soaps or detergents.
In addition to its daily use in
restrooms for cleaning and sanitizing urinals,
toilets and seats, wash bowls, walls
and floors, the product is recommended by
the manufacturer for cleaning theatre
floors to prevent spread of such diseases as
common cold, diphtheria and polio.
per hour. The 216 SoftServer produces
ten gallons an hour; the 208 SoftServer,
20 gallons an hour. Each unit has Air-O-
Metric mix feed system, heavy duty watercooled
hermetically-sealed compressors
and plunger type gates which require but
a touch of the finger to start dasher motors
and dispense products.
Drive-In Attraction Board
Legible Day or Night
P-1523
Three QuiKold Premlx beverage dispensers
make up a new line of electrically cooled
models designed by S&S Products, Inc.. for
theatre concessions service. Model 8600 E-1
is equipped with one draft arm for single
flavor dispensing; Model 8600 E-2, two draft
arms, two flavors: Model 8600 E-3. three
draft arms, three flavors. Common to all
models is a Va h.p. Copeland refrigeration
unit and Heat-X-Changer beverage cooling
unit. Each model also has a capacity
BOXOFFICE - : November 3, 1956
Shakemakers and Softserrers P-1522
For Single or Matched Use
A silver anniversary line of two milk
shake making machines and two soft ice
cream dispensers has been introduced by
the Sweden Freezer Manufacturing Co. to
celebrate the firm's quarter century of
service to the industry. Each of the four
machines is a complete unit, but may be
teamed with any or all of the other three
to meet production demands of any con-
Cloims made for products described editorially
on this and other pages are token from the
manufacturer's
statements.
Drive-in theatre attractions signs that
have high intensity and high readability
both day and night have been introduced
Ballantyne Co. under the name of
by the
"Plexiglo" signs. By day or night, the
forceful plastic lettering, lighted or imlighted,
makes easy reading for motorists
approaching the theatre. The custommade
signs, available in any desired size,
are internally lighted. With the light
source thus protected from the weather,
maintenance requirements for the signs
are held to a minimum. The attraction
signs are available in both single and
double faced styles. High intensity "Enter"
and "Exit" signs are included in the Plexiglo
line.
39

Counter-Style Warmers
For Hot Food Sales
P-1524 Selenium Rectifying Unit
Replaces 15-Ampere Tube
P-1525
STANDEE SPEAKERS
for Concession Patio
Provide
De luxe four-foot radiant warmers for
displaying hot foods at point-of-sale have
been introduced to the concessions equipment
trade by Theatre Candy Co. Each
warmer, designed for inexpensive counter
installation, is equipped with two lighted
shelves with controlled temperature ranging
from room temperature to 190 degrees.
The warmers may be used for display of
buttered popcorn, regular popcorn and all
types of hot sandwiches and other foods
which must be kept hot until moment of
purchase. The warmers may be used in
either self-service or attendant-served
concessions operations. De luxe and standard
models are also available in 2-3-5-
and 6-foot sizes.
ADLER
NEW
SNAPLOK'
PLASTIC
LETTERS
Snop on and off frames easily.
Testing lab reports these new 4"-
...
Ilk*
6"-8"-10"-12"-I7"-24" letters stay
firmly on frames even in a 60-mile
and spring clip keeps its
wind . . .
gripping power after being used
20,000 times.
•
For Intormatlon About Complete Adier
Une of Letters & Frames. Contact Your
Distributor or Write for Free Catalog-
ADLER
Silhouette Letter Co.
11843.A Wait Olympic Blvd.
Los AngalM «4, Calif.
PROFESSIONAL SEAT RENOVATION
fo«»ory-troin«d crew will re-do your theatre choirs
new.
SAMPLES ESTIMATES ANYWHERE.
703S6 GRAND RIVER
PtTROIT,
MICHIGAN
KFNWOOP .'8740
Sel-Tube, a selenium rectifying unit to
replace the 15-ampere rectifier tube used
in 40, 50 and 60-ampere rectifiers, has been
developed by the Kneisley Electric Co. The
unit fits into the space formerly occupied
by the tube. The Sel-Tube does away entirely
with filaments and filament windings,
automatically eliminating rectifier
troubles arising from excessive plate and
filament loads. Elimination of conventional
tube element requirements also makes possible
uprating the rectifier for greater output,
as well as the reduction of the input
power to the rectifier for power savings
when sufficient output power is already
available. Sel-Tubes and transformers are
cooled by a forced air ventilating system
mounted on the rectifier housing. No external
wiring for the Sel-Tube unit is
needed, as all electrical connections are
contained within the unit.
One Electronic Film Splicer
For All Widths and Stocks
P-1526
Neumade Products Corp. has introduced
the Neumade Shepard Electronic film
splicer as a machine which splices film of
any stock or width. The single splicer
handles Cinemascope or standard film;
8mm, 16mm or 35mm widths; acetate, magnetic
or "Cronar" stock. Envelopment of
the machine came as a result of research
for a way to splice the newly developed
"Cronar" film, which can not be spliced
satisfactorily with adhesives or on conventional
splicers. The Neumade sphcer
uses the dielectric heat principle to bond
electronically the ends into a permanent
splice with an overlap of .03 inches. The
manufacturers claim that it is the fastest
splicing device thus far developed.
Experienced theatremen believe that
green and blue color combinations are best
for hot weather lighting. For winter, they
recommend amber and rfed effects.
Quality
Proper
and
Sound
Volume
DIT-MCO
New Cast Aluminum
AISLE LIGHT
WITH
Plexiglas
• Blue hammertone
finish
• Weotherproof
• Black numerals,
white background
• No breakage
• Low maintenance
DRIVE-IN
Panels
THEATRE MFG. CO.
"World's Largest Manufacturer of Drive-In Theatre
Equipment"
505 W. 9th Street, HA 1-S006—1-8007, Kansas City, Mo.
i<
SHOULD BE SEEN
... AND NOT HEARD
Hinge action >^ithout hinges, and
construction make
INTERNATIONAL theater chairs the
rugged all-steel
quietest and most trouble-free in the
industry. Ask for full details . . . today.
*JutematiomirsEAT
DIVISION OF
UNION CITY BODY CO., INC.
Union City, Indiana
Improvement
1 PAYS
Do It
NOW!
IMPROVE YOUR THEATRE
AND
YOU
IMPROVE YOUR BUSINESS
40
The MODERN THEATRE SECTION

p
Demonstrate New Screen
For
Daylight Viewing
A radically new type of picture screen
for viewing motion pictures in artificial or
natural light has been developed by Radio
Corporation of America. Dr. George L.
Beers, RCA executive who was in charge of
the development, demonstrated the new
screen at the 80th convention of the Society
of Motion Picture and Television
Engineers in Los Angeles.
Known as a directional viewing device,
the screen resembles a honeycomb with
tiny, interconnecting cells. Cell width,
length and depth may be varied to produce
a range of viewing angles. The deice
is made of aluminum foil, .001-inch
Electronic Method Splices Film in One Second
An electronic method for splicing motion
picture film in one second was described
by W. R. Holm before the recent fall meeting
of the Society of Motion Picture and
Television Engineers in Los Angeles. The
paper was prepared by Holm, R. W. Upson
and Emery Meschter, members of E. I.
Du Pont de Nemours & Co. photo products
research division.
Speedy fusing of the film is achieved by
passing high frequency current between
two electrodes on a modified commercial
splicer, according to the report. The resulting
dielectric heat weld is permanent.
insensitive to moisture and temperature
just as is the film itself. The new method
uses no cement. It may be used to splice
triacetate to triacetate film base and to
splice Du Pont's recently developed "Cronar"
polyester film to "Cronar" base.
The research team report pointed out
that the electronic splicing method requires
only a 30 mils overlap, compared with 72
mils required by solvent splices. This factor
is expected to be of especial value in
negative splicing and in widescreen positive
splicing, where frame separation must
be held to a minimum.
Dr. George L. Beers, RCA engineering executive,
points to motion picture reproduced on experimental
"honeycomb" screen which permits viewing in
naturally or artificially lighted auditoriums. As
seen at right, a portion of the picture projected
on a conventiono/ screen is "washed out" by light.
thick. It may be mounted directly in front
of the theatre screen or fabricated complete
with a backing screen.
"This experimental RCA screen," Dr.
Beers said, 'makes possible increases of up
to 20-to-l in picture contrast under adverse
ambient light conditions."
"Adverse ambient light," Dr. Beers explained,
is light direct or reflected, from
sources other than the picture-producing
equipment. Tests conducted with the new
RCA device under various conditions of
such light have indicated the screen has
important potential for showing TV and
motion pictures in homes, showrooms,
lighted schoolrooms and theatres.
Magnetic Sound System
With Remote Control
The Mark IX synchronous magnetic
sound system, featuring remote control, has
been introduced by the Magnasync Manufacturing
Co., Ltd. The remote control
box permits push-button operation of remote
footage counter, amplifier and motor
switching. Several versions of the model
are available, the portable cases being made
of light, sturdy aluminum alloy. The
"Safari Console" version is convertible from
a trailer-pulled miniature sound truck to a
studio console.
Super ModellW-l?
The only "pockef
size" heavy duty
suction cleoner.Wet
and dry picic-up.
Quiet operation.
Weight only 26
pounds. "Push button"
hose connections.
You eliminate the high cost of repeated effort, inadequate suction,
and old style tool equipment when you choose a Super Suction®
cleaner. The Super line includes heavy duty, wet and dry pick-up
units to meet massive requirements, and also lightweight, low
cost cleaners which provide real commercial performance for
small capacity work.
Super Suction® cleaners and specialized Super tool equipment
simplify and speed the greatly varied and special cleaning jobs in
theatre foyers, lavatories, screen and sound equipment, draperies,
curtains, floor surfaces of all kinds, box fronts, ornamentation.
Special suction and blowing tools have been developed
by Super to meet these requirements. Women operators
=
approve the Supers' easy portability and thoroughness
Easy-rest switch
eliminates grip
effort. Oversize,
non marking
rubber wheels
make tronsporlotion
easy.
without repeated effort. Supers are quiet and may be
used any time day or night without disturbing patrons
or disrupting regular routines or activities. There are
7 Super models to choose from.
Super Service floor machines scrub, buff, sand,
steel wool, grind, scour all types of floor surfaces.
Four sizes— 13", 15", 17" and
20"; provide a brush size for every
capacity and budget requirement. They
are of simple design and rugged
construction—no service problem.
Your Super dealer will be glad to
demonstrate any model any time on
your premises. Write for catalog
and data.
Super Mwlel MW-M
Medium size and capacity. Wet
and dry suction cleaning.
SUPER MODEL 8P-2
SUPER MODEL SH
SUPER MODEL JS
THE NATIONAL SUPER SERVICE COMPANY
1941 N. 12th St. TOLEDO 2, OHIO
SALES AND SERVICE in ^^^/lintipctC CUie*.
IN CAN»0«: Mont Mointenome
, ^
SUCTiOK^
Equipment Compony (yuM' ©VCf lJoe4- Vt
TORONTO
mONTREAl
VANCOUVER
SUPER
"Poioer Suction, (3£e4xnen^ • Qua£Uif T^oor Aleuski/ns*
THE DRAFT HORSE OF BUILDING MAINTENANCE MACHINES"
BOXOFFICE November 3, 1956 41

about PEOPLE
Five new franchise signings have been
announced by the Orange-CRUSH Co.
Inking contracts with the firm were Bernard
Zacharias, Phillips Coca-Cola Bottling
Co., Phillips, Wis.; K. Swan, Deep Rock
Bottling Co., West Palm Beach, Fla.; A. J.
Bogard, Norfolk Coca-Cola Bottling Co.,
Norfolk, Neb.; Francis J. Bernick, Charles
and PRODUCT
A. Bernick. Inc., St. Cloud, Minn., and Mrs.
Kathryn H. Ellis, Star Bottling Co., Peru,
111.
Walter Kesteloot has joined the Whitney
Blake Co. as assistant to the president,
John Brown Cook. I>rior to this appointment,
Kesteloot was general manager of
the wire and cable plants of Electric Auto-
Lite Co. in Port Huron, Mich., and Hazelton.
Pa. He has had 25 years of experience
in the wire and cable field.
YoL/r carpefs may he
the thickest . .
MMSilLE^£''''^5^IL^'
Your soft drinks
may be king-size . .
BUT
EVERY PERFORMANCE
STILL
MUST BE PERFECT!
Perfect performances depend so much on the quality of service your
equipment receives. Giving the best service is the day-by-day job of
every expert RCA Theatre Service Engineer. And he alone has behind
him all RCA's tremendous technical resources.
RCA SERVICE COMPANY, INC.
A Radio Corporalion of America Subsidiary Camden, N.J.
Mode/iHi^ cU JI044JL
6ait!
Replace Obsolete Systems or Equip New Theatres with
DeVRY DUAL PROJECTION a SOUND OUTFITS
Rebuilt Like New by S.O.S.— Includes 2 projectors with built-in soundheads,
3,000 ft. upper magazines, pedestals, 2 Series II coated lenses, IKW
orclomps, rectifiers with tubes, 30-wott sound film omplifier, booth monitor
speaker, 2-way speaker system for low and high frequencies, automatic
electric changeovers ond footswitches . . . ALL FOR ONLY $2,495.
ARC LAMPS GALORE
auin good condition
Peerless Magnarcs
$395 PR.
Strong Mogul, Brenkert Enarc
350 PR.
Forest U.T., Ashcraft "E," BallcmtYne... 300 PR.
Can be rebuilt to look and operate like new for $200 per pr.
S.O.S. CINEMA SUPPLY CORP.
Other dual projection
and sound
outfits from $895.
BEST
Seamless
VALUES in
Metallic
Aperture
and
Screens,
Plates,
Everything
for Cinemascope
Dept. C, «02 WEST S2nd STREET, N.Y.C. 19
Phone: PLaza 7-0440 Cable: Sosound
Harvey F. Swenson, right, president of Sweden
Freezer Manufacturing Co., was recently presented
a silver plaque for his 25-year leadership in the
soft serve industry. Presentation was by Governor
Arthur B. Langlie of Washington on behalf of the
employes. Mrs. Swenson looks on.
Realignment of publicity operations between
Altec Companies, Inc., New York
offices and its western factories has been
announced by H. M. Bessey, executive
vice-president. Bessey said that under the
realignment, Bert Ennis, Altec publicity
chief, will divide his time between the
firm's eastern headquarters and its factories
at Beverly Hills and Los Angeles.
Ennis will have a third factory to represent
when Altec Lansing's plant under construction
at Anaheim, Calif., is completed.
The National Safety Council's 1955
Award of Honor was presented to the
Radio Corp. of America at the recent Governor's
Worker Safety Conference in Albany,
N. Y. David L. Arm, director of industrial
safety for the National Safety
Council, presented the honor certificate
to Gen. David Sarnoff, RCA board chairman,
at the Sheraton-Ten Eyck Hotel.
RCA was selected for the recognition
after the National Safety Council had
studied 1955 safety records of 9,315 manufacturing
plants. The firm earned the
award by achieving a spectacular 51 per
cent reduction in accident frequency during
1955, compared with the company's
average during the previous three years.
RCA, which employs 80,000 persons in
manufacturing theatre equipment and
electronics equipment, also received five
Awards of Honor and six Awards of Merit
for its 11 individual plants.
The St. James Theatre, Walter Reade
Theatres unit at Asbury Park, N. J., installed
a Vicra-Lite screen at the time of
showing "War and Peace," the first such
installation in New Jersey. Made by the
Vicra-Lite Screen Division, L. E. Carpenter
& Co., the new screen Is credited by
Walter Reade jr., circuit president, with
such uniform light distribution that patrons
in side seats were able to see the projected
image with the same brilliance as
patrons sitting In the center of the theatre.
42 The MODERN THEATRE SECTION

Stockholders File Suit
Against Republic Heads
NEW YORK—Two stockholders of Republic
Pictures Corp. attacked the management
policies of Herbert J. Yates, president,
in a suit filed in New York Supreme Court
October 29. The stockholders charged that
Yates had misused company assets to promote
the film career of his actress-wife,
Vera Ralston.
The stockholders. Rose L. Steinberg and
Irving Amster, charged that 18 of the 20
films in which Miss Ralston was starred by
Republic were "financial failures" but that
Yates, who married Miss Ralston in 1952, has
been starring her since 1942. The stockholders
also cited the employment of Miss Ralston's
brother, Rudy, as a producer for Republic
"at excessive and unreasonable compensation"
and charged that the hiring of Yates'
son-in-law, Walter L. Titus jr., as eastern
district manager had been made "without
regard to the interests of the company."
Miss Ralston has continued to star in
Republic pictures, her last release being
"Timberjack," costarring Sterling Hayden,
in February 1955. The stockholders asserted
that Yates caused Republic to sign a contract
with Hayden at "an improvident and excessive
salary" in order to work with Miss Ralston.
Earlier, the action alleged that John
Wayne, Republic's major boxoffice star, refused
to work with Miss Ralston after two
pictures he made with her failed to cover
leir
costs.
A spokesman for Yates said there was no
sis for the charges. Miss Ralston recently
ompleted "Accused of Murder," costarring
avid Brian, for Republic release in 1957
iind she started work last week in "Spoilers
bf the Forest," costarring with Rod Cameron.
Virginia Theatre Board
[eets at Richmond
RICHMOND, VA.—Directors of the Virginia
Motion Picture Theatre Ass'n met at
|the Jefferson Hotel here October 25 with
'Seymour Hoffman, president, presiding.
Plans for a statewide contest for theatres
were discussed. To arrange details, a committee
was appointed with Syd Gates of
Norfolk as chairman. Other committee members
are Jerome Gordon of Newport News
and Floyd Stawls, David Kamsky and Carlton
Duffus of Richmond.
Reports on the TOA convention and the
COMPO meeting were given by Hoffman,
Kamsky and Duffus, the latter also being
named VMPTA official representative at the
Allied convention in Dallas, November 27-28.
Other board members attending the meeting
were Sidney L. Bowden, Leonard Gordon,
William Jasper, Ben Somma, Hal Lyon, Roy
A. Richardson, Jack Rumsey, D. H. Covington,
Denver Aleshire, T. I. Martin, Sam
Bendheim jr. and Seymour Hoffman.
Allied MPTO and lATSE
Stymied in Pittsburgh
PITTSBURGH—Local 171 has notified its
lATSE that a deadlock in contract negotiations
exists with the Allied MPTO here. T'he
local's contracts with 36 independent theatres
expired August 31, according to James
V. Sipe, business agent. He said the chief
issue in dispute is the union's request for a
welfare program.
Compromise Reached
On Film Service Cut
BUFFALO CHAT—Cecil B. DeMille,
center, who has topped 43 years of producing
motion pictures with his production
of "The Ten Commandments,"
which will open December 21 at the
Century in Buffalo, talks with Robert T.
Murphy, left, Century manager, and right,
Mayor Steven Pankow of Buffalo, at a
luncheon in the Statler Hotel, at which
DeMille was guest of honor, and which
was attended by local educators, clergymen
and others.
Many Industry Executives
To See 'Commandments'
NEW YORK—Top motion picture industry
executives will figure heavily in the attendance
at the invitational opening of "The
Ten Commandments" Thursday (8) at the
Criterion Theatre. Cecil B. DeMille will be
there to greet them, as will Charlton Heston
who has the role of Moses.
The Paramount delegation will include
Barney Balaban, president; Adolph Zukor,
board chairman; Stanton Griffis, George
Weltner, Paul Raibourn, Edwin L. Weisl, Jerome
Pickman, James H. Richardson, Russell
Holman, Hugh Owen, Sidney Deneau,
Charles Boasberg and Maxwell Hamilton.
Invitations have gone out to Jack Cohn,
A. Montague, James A. Mulvey, Arthur Loew,
Charles M. Reagan, Daniel T. O'Shea, Walter
E. Branson, Spyros P. Skouras, Alexander
Harrison, Arthur B. Krim, William J. Heineman,
Milton R. Rackmil, Charles J. Peldman,
Roy Haines, Leopold Friedman, Robert W.
Coyne, William Jaffee.
Also, Hal Wallis, Ned E. Depinet, Richard
F. Walsh, Herman Robbins, Nate Spingold,
Dr. Herbert T. Kalmus, Robert S. Benjamin,
Samuel Rosen, S. H. Fabian, Sol Rosenblatt,
Leonard H. Goldenson, Edward L. Hyman,
E. D. Martin, Harry Brandt and many
others.
'Lover' Appeal in November
ALBANY—^The appellate division is expected
to hear arguments the third week in
November on the appeal by Kingsley International
Pictures from a decision of the
Regents denying a license for "Lady Chatterley's
Lover."
ALBANY—Retention of well established
shipping schedules and avoidance of a cutback
that would adversely affect weekend
transfers were the result of negotiations conducted
between distributor-exhibitor representatives
and officials of Smith Howell Film
Service. The negotiations were finalized at
a meeting in the 20th-Fox exchange studio
of branch managers, bookers and circuit men,
and telephonic conversations were held with
Francis Smith and his mother, at the Service's
Syracuse headquarters.
The distributor-exhibitor group asked
maintenance of schedules, and Smith Howell
sought a winter reduction of two trucks. To
prevent this, the distributors agreed, under
certain circumstances, they would pay a $1.50
fee for "circuiting" prints.
Consent to do so will be reached at the
time a booking is accepted. The decision
about who shall pay rests on the "convenience"
of the respective parties involved. The
distributors will foot the tab only on important
prints. It was reported that as high
as 75 per cent of weekend shifts in prints
might have been affected if Smith Howell
did not provide Saturday night service.
Some observers thought smaller exhibitors
might be the ones with the least to gain
by the new arrangement; that if they wait
for the distributors to pay for circulating
there might be months' delay.
One well-informed source commented,
"The distributors are hardly apt to pay a
SI.50 circuiting fee on a $15 or $20 rental,
about 10 per cent of the entire amount."
Norman Jackter, Columbia manager, presided.
He and Sam LaBalbo, Kallet Theatres
booker, did much of the talking by
phone with Smith Howell officers.
For years, exhibitors have paid shipping
costs for prints—usually on a mileage or
per-show basis. Albany is the point used for
calculating the fees, which the state public
service commission regulates, via tariffs
filed with it for approval.
COMPO Institutional Ad
Argues for Movie News
NEW YORK—The importance of motion
picture news to newspapers is cited in an advertisement
placed in the Saturday (3) issue
of Editor & Publisher by the Council of Motion
Picture Organizations. It quotes Cecil
Harmsworth King, publisher of the London
Mirror group of newspapers, as saying that
the 42,000,000 weekly circulation of his papers
is due in great part to movie coverage.
The ad also reminded of a recent Editor
& Publisher interview with Oscar A. Doob,
former newspaperman and long advertising
and publicity head of Loew's Theatres. He
said the full potential of reader interest
hasn't been realized.
Brenner Handles 'Spears'
NEW YORK—Joseph Brenner Associates
will release "Bitter Spears," produced in
color by Commander AttUio Gattl on his 12th
expedition to equatorial Africa, in the U. S.
The picture will open November 9 at the
Trans-Lux 49th St. Theatre on Broadway.
BOXOFFICE :
: November 3, 1956 E-1

Strong Opening for 'Gold Cadillac
'Gianf and '80 Days
NEW YORK—"The Solid Gold Cadillac"
did solid gold business in its opening week
at the Victoria, the best in many months at
this house, while many of the holdovers
lagged and even "The Girl He Left Behind"
was just fair in its first week at the Paramount.
However, business was still smash for
"Giant," in its third big week at the Roxy,
and "Around the World in 80 Days," which
was absolute capacity in its second week of
ten reserved-seat performances weekly at
qIf your seats are noiseless
. . . free from squeaks
(and patrons' squawks) . . .
chances are — they are
^utemationaf!
Write, wire or phone —
in New Yorl< . . .
"Doc" Foige or "Barney" Sholtz,
Norpot Sales, Inc.,
113 West 42nd St.,
Phone: BRyant 9-5055
in Baltimore . . .
"Jack" Douses,
202 West Fayette St.,
Phone: BRoadway 6-5369 or
^utenmtionafSEAT division of
UNION CITY BODY CO., INC.
Union City, Indiana
Stay High
the Rivoli. Way off were such long runs as
"Tea and Sympathy," in its fifth and final
week at the Radio City Music Hall; "Between
Heaven and Hell," in its third and final week
at Loew's State and "Storm Center," in its
second and final week at the Normandie.
"The Bad Seed," in its seventh week at the
Astor, and "War and Peace," in its tenth
week at the Capitol, were good enough considering
the length of theii- runs.
It was a different story in the majority of
the art houses. A half-dozen spots were doing
terrific business, including "Lust for Life,"
which still had long waiting lines nightly in
its sixth week at the Plaza; "The Silent
World," very big in its fifth week at the Paris;
"Wee Geordie," strong in its fourth week at
the Little Carnegie; "The Snow Was Black,"
which was good in its second week at the
Baronet, and "La Strada," still packing them
in in its 15th week at the T'rans-Lux 52nd
St., plus two new ones, "Marcelino" at the
Fine Arts and "Vitteloni" at the 55th St., both
of which had strong opening weeks.
(Average Is 100)
Astor The Bod Seed (WB), 7th wk 110
Baronet The Snow Wos Block (Cont'l), 2nd wk.. .160
Capitol Wor and Peoce (Para), 10th wk 120
November 9
Fine Arts Marcelino (UMPO) 150
55th St. Vitteloni (Janus) 160
Globe Pillors of the Sky (U-l), 3rd wk 105
u .d— Private's Progress (DCA), 14th wk 115
Little Carnegie Wee Geordie (Arthur), 4th wk...I35
Loew's State Between Heaven ond Hell
(20th-Fox), 3rd wk 105
Maytair Attock! (UA), 6th wk 110
iNormandie Storm Center (Col), 2nd wk 105
Palace—Judy Garland vaudeville show, 5th wk...200
Paramount The Girl He Left Behind (V^'B) 120
Paris The Silent World (Col), 5th wk 170
Plaza Lust for Life (MGM), 6th wk 175
Radio City Music Hall Tea and Sympothy (MGM),
plus stage show, 5th wk 110
Rivoli Around the World in 80 Doys (UA), 2nd
wk. of two-Q-doy 200
Roxy Giont (WB), plus ice revue, 3rd wk 180
Sutton The Grond Maneuver (UMPO), 4th wk...l20
Trans-Lux 52nd ^Lo Stroda (Trans-Lux), 15th wk. 130
Victoria The Solid Gold Codilloc (Col) 185
Warner Seven Wonders of the World (SW), 29th
wk. of two-a-day 1 40
World I Am o Comoro (DCA); Woges of Feor
(DCA), revivals 1 20
"Opposite Sex' Does Well
In Baltimore Opening
BALTIMORE—The week's best business
went to "The Opposite Sex." On the other
hand, an off-schedule double attraction,
"Because of Eve" and "She Shoulda Said 'No' "
at the de luxe Century drew unexpectedly
large audiences over the weekend.
Century Because of Eve (SR); She Shouldo Sold
'No' (SR) 95
Cinema Fruits of Summer (Ellis), 3rd wk 85
Film Centre Oklahoma! (Magna), 34th wk 80
Five West Privote's Progress (DCA) 120
Hippodrome The Solid Gold Codilloc (Col), 2nd
wk 100
Little Lust for Life (MGM), 4th wk 95
Mayfoir Pillors of the Sky (U-l), 2nd wk 85
New—Rebecca (20th-Fox) 70
Playhouse The Mountoin (Poro) 110
Stanley War and Peoce (Para), 3rd wk 90
Town—The Opposite Sax (MGM) 1 25
"Tension' Premiere Doesn't
Click at Pittsburgh
PITTSBURGH—Advertised as a world premiere
with stars in person, "Tension at Table
Rock" was quite a flop at the Stanley. T'he
city's other three theatres offered holdover
pictures which didn't do too well.
Fulton—Best Things in Life Are Free (20th-Fox),
3rd wk 60
Harris—The Solid Gold Codilloc (Col), 2nd wk. . . 85
Penn—Wor ond Peoce (Para), 2nd wk 100
Stonley Teniion of Toble Rock (RKO) 55
Iowa Town Will Welcome
'Saint Joan' Winner
MARSHALLTOWN, IOWA—A statewide
welcome-home celebration will be held here
November 8 for 17-year-old Jean Seberg,
who won the title role in Otto Preminger's
forthcoming film version of Bernard Shaw's
"Saint Joan," to be released by United
Artists.
Governor Leo A. Hoegh, the mayor of
Marshalltown and other leading Iowa dignitaries
will participate, as will thousands of
Iowa citizens and Jean's Marshalltown neighbors.
Marshalltown's RKO Orpheum Theatre,
managed by Harry Dearmin, will run a
special showing of the 15-minute screen test
of Jean in a scene of "Saint Joan," which
won her the role over 18,000 gu'ls who entered
Preminger's contest.
Burglars Set Booth Fire
While Running Free Show
PITTSBURGH—A bomb and arson squad
investigated a burglary and 3 a.m. fire in
the Grandview Theatre on Mount Washington,
overlooking downtown. A press reporter
stated that the burglars probably figured
as long as they were in the theatre they
might as well see a free film. In trying to
run off the twin feature they accidentally
set the projection room on fire, causing
$5,000 damage. A cabinet in the boxoffice
was found rifled of $93 and a popcorn machine
in the lobby was broken open.
Police said that the burglars had entered
the Paul Bronder theatre through a trapdoor
in the roof. Manager Roy Fiedler said
everything was all right when he closed up
shortly after midnight.
J
'Attack!' and 'Rebel' Set
For 65 Circuit Houses
NEW YORK—Sixty-five first run theatres
in New York City, Long Island, Westchester
and northern New Jersey have booked
United Artists' "Attack!" and "Rebel in
Town" starting November 7. The theatres
,
include Loew's, Randforce, Century, Brandt,
Cinema, Skouras, Fabian, RKO, B. S. Moss,
Stanley Warner, Rugoff and Becker and
Liggett Florin circuits. "Attack!" is an Aidrich
and Associates production; "Rebel in
Town," a Bel-Air film.
'Scoundrel' Opening Set
NEW YORK—The New York opening
Charles Martin's "Death of a Scoundrel" at
Loew's State Theatre has been pushed back
to Monday (5). The RKO release stars
George Sanders, Yvonne DeCarlo, Zsa Zsa
Gabor and Coleen Gray.
Representative
Wanted
Exclusive territory available to man interested
in bono fide ond protpection soles work,
to sell cooperotlve odvartising In conjunction
with thaotre outdoor frame service. Theotre
contocts beneficiol but not ottentlol.
Write or wire at once: ROMAR-VIDE CO.
Chetek, Wi*.
of
E-2 BOXOFFICE Noveml)€r 3, 1956

inkham Vice-President
[Of Advertising for NBC
NEW YORK—Richard A. R. Pinkham, for
ra year and a half vice-president of television
"network programming for the National
Broadcasting Co., has been made vice-president
in charge of advertising, according to
Robert W. Sarnoff, NBC president.
Sarnoff said Pinkham was the logical choice
for the post because of the increasing importance
of program sales and institutional
advertising. He will develop promotional plans
for all NBC activities.
Pinkham will report to Kenneth W. Bilby,
vice-president in charge of public relations.
,
'
Reporting to mnkham will be the national
advertising and promotion division, which includes
on-the-air promotion, newspaper and
magazine advertising, the NBC art department
and sales promotion; the exploitation
division, guest relations and guided tours. Before
joining NBC, he was with Time, Inc..
James McCreery & Co. and the New York
Herald Ti-ibune.
Gordon Elected Chairmcm
Of SMPTE of New York
NEW YORK—George H. Gordon of Eastman
Kodak has been elected chairman for
1957 of the New York section of the Society
of Motion Picture and Television Engineers.
The secretary-treasurer is Burton P. Perry of
Westrex. The managers for 1957-58 are
Fenner G. Headey of E. I. du Pont, Robert C.
Rheineck of CBS News and George R.
Tingley of Du Mont Laboratories. Edward P.
Ancona jr. of the film recording division of
Radio Corp. of America was elected manager
for 1957 to serve the remainder of the unexpired
term of Burt Perry.
The other members of the board of managers
are Albert A. Duryea of Consolidated
Film Industries and Robert M. Fraser, elected
last year for two-year terms.
N. Y. Section of SMPTE
To Hear of New Process
NEW YORK—Nicholas H. Groet of Eastman
Kodak research laboratories will present
a paper describing a new color film for making
duplicate negatives from Eastman color
negative film, type 5248, at a meeting November
15 of the New York section of the Society
of Motion Picture and Television Engineers.
It will be held at the 20th Century-Fox
homeoffice.
The paper, prepared by H. J. Bello, C. E.
Osborne and D. M. Zwick of Eastman Kodak,
was presented at the 80th convention in
Los Angeles. The next section meeting will
be held December 6.
Oscar Goldstein Speaks
NEW YORK—Oscar Goldstein, district
Grand Lodge 1 executive of B'nai B'rith, was
guest of honor at the first membership
luncheon of the new season for New York's
Cinema lodge of B'nai B'rith. He spoke on
the current war clouds in the Near East and
the need for new members. Norma Moore,
featured in Paramount's forthcoming "Fear
Strikes Out," and Alan King, comic of the
Judy Garland vaudeville show at the Palace,
were also guests. A 1956 Cadillac sedan, for
which 500 contribution shares of $25 each
were sold, was awarded to K. P. McNaughton,
who had bought his ticket from Burton
Robbins.
BROADWAY
II
WOULD-BE exhibitor comedian asked if
"The Ten Commandments" was a runof-DeMille
picture. • * ' And a tradepress
scribe, who is noted for his big appetite, is
writing a screenplay titled "Lust for Lunch."
* » * Well, Judy Garland is going to be with
us for a while longer. She has extended her
engagement at the Palace to February 1.
Judy has been playing to SRO since her opening
performance on September 26. ' * Back
from a Bermuda vacation is Harry Mandel,
national director of publicity and advertising
of RKO Theatres. » * * The Leo Pillots announced
the arrival of a baby daughter at
Hackensack Hospital. Leo is a former 20th
Century-Fox ad-publicity executive. * * *
Producer Milton Sperling is in town for confabs
with Herman Wouk on the script of
* * * Another pro-
"Marjorie Morningstar."
ducer visitor is Frederick Brisson. 'His wife,
Rosalind Russell, opened in "Auntie Mame"
at the Broadhurst Theatre Wednesday night
(31K • • • Dave Golding, vice-president of
Hecht-Lancaster, is in New York in connection
with H-L's "The Bachelor Party."
»
Off for a six-week tour of United Artists
offices in Europe is Arnold Picker, vicepresident.
* * * Herb Greenblatt, RKO western
sales manager, is on a swing of the Kansas
City, Des Moines and Los Angeles exchanges.
* • * It's another daughter for the
Nathan Rudich family. Nat is assistant publicity
manager of United Artists. The
Rudichs have three other children, a boy and
two girls. • » * MGM is bringing in four
Japanese airline hostesses to help plug "The
Teahouse of the August Moon." Their names
are—oh, well, you can't pronounce them anyway.
But if you really want to know, they
are Tamie Kawamoto, Kikuko Sasaki, Seiko
Fukazawa and Fumilo Shiba. And that's
saying a mouthful.
With "The Ten Commandments" the next
big Broadway film opening (November 8), the
stars of the DeMille Biblical epic are starting
to arrive in New York for the event. Charlton
Heston, who plays Moses, planed in from
Hollywood and appeared on What's My Line
on TV Sunday while Yvonne DeCarlo, who
plays Sephora, flew in from Hollywood Monday.
Edward G. Robinson is starring on
Broadway in "Middle of the Night" and
Martha Scott and Olive Deering are already
here. » Louis Jourdan, who is starred in
MGM's "Julie," arrived from Europe while
another French star, Michele Morgan, who
made location scenes for MGM's "Harvest
Thunder" in her native France, also came
here to complete the picture in Hollywood.
9
Spyros P. Skouras, 20th-Fox president, attended
the opening of "Separate Tables" at
the Music Box with Mrs. Skouras but Hecht
and Lancaster have already snared the film
rights to the Terence Rattigan play. Tony
Curtis and Janet Leigh were surrounded by
autograph seekers at the same Broadway
opening and others on hand included Enid
Markey, Monroe Greenthal, Alexis Smith and
Craig Stevens. * ' * Carmen Sevilla, Spanish
actress who is starred in Paramount's "Flamenco."
planed back to Europe after completing
final sequences in Hollywood and
Gene Kelly returned to Paris to finish scoring
his "The Happy Road," which he made
in Europe for MGM with Michael Redgrave,
British star, in the cast. * • * Nigel Patrick,
British actor who was in Hollywood and
Texas for six months working in MGM's
"Raintree County." returned to England
with his family.
w
Venetia Stevenson, one of RKO's "new
faces," arrived from Hollywood October 30
for several weeks of press and magazine interviews.
But the Broadway wolves can stay
away from the 17-year-old blonde because
she's already taken—she married Russ Tamblyn,
MGM star, several months ago. * *
•
Richard Egan, 20th Century-Fox star who's
still a bachelor, returned to Hollywood after
an eastern visit during which he gave press
interviews for RKO's "Tension at Table
Rock" and also plugged his 20th-Pox picture,
"Love Me Tender," in which Elvis Presley
stars. * * * Cornel Wilde, whose next is
the Paramount film, "Omar Khayyam," was
also in New York to discuss promotion plans
for the 1957 release. * * * William Holden
came in to discuss his starring role in "The
Bridge on the River Kwai" with producer
Sam Spiegel. The picture starts in Ceylon
November 14 with Alec Guinness and Jack
Hawkins costarred.
f
"For loyal service and contribution to Consolidated
Film Industries," Herbert J. Yates,
president, presented Peter Andrich, Arthur
Howard and Ralph I. Poucher with gold
watches at the first annual Founders Day
dinner dance at the Swiss Town House,
Union City, N. J.. Saturday (3). Forty additional
men and women who have been with
consolidated for 25 years or more received
gold pins from Douglas T. Yates, supervisor
of east coast operations.
* • * The publicity
firm of Brenon & Morgan has been engaged
to handle special publicity and promotion
on Claridge Film's "Action of the
Tiger," now being filmed in Spain with Martine
Carol, which MGM will release. Mrs.
Helen Morgan Murray left over the weekend
to join the company there and John
Meyer, head of Claridge, left for London
October 30.
f
Columbia's "Garment Center" troupe returned
to Hollywood after shooting locations
in various sections of Manhattan for 12 days.
Among those coast-bound were director
Robert Aldrich and Gia Scala, Kerwin Matthews
and Joseph Wiseman of the cast. * * *
But "Cross-Up" is still being filmed in New
York for United Artists release and William
Harrigan, stage actor whose father was half
of the famous Harrigan and Hart team, has
joined the cast. * * * George Cukor, who will
direct "Les Girls" for MGM in France, got
back from Europe and returned to Hollywood
November 1.
Rube Perlmcm Is Dead
NEW YORK—Rube Perlman, field representative
of Distributors Corp. of America,
died in Cleveland. He leaves his wife, two
children and a grandchild.
Salesman Moe Fraum Dies
NEW YORK—Moe Fraum, 62, film salesman
who had been with Columbia 30 years,
died. He leaves his wife, three children and
several grandchildren.
BOXOFFICE November 3. 1956 'E-3

MPTA Scroll to Manny Frisch
For Four Years of Leadership
By SUMNER SMITH
NEW YORK—Recently the board of the
Metropolitan Motion Picture Theatres Ass'n
presented an embossed scroll to Emanuel
Frisch for four years service as president.
The scroll recorded the respect with which
Frisch is held, related his services to the
association, expressed deep gratitude and
termed him "one of the industry's vigorous
young leaders."
When "Manny" returned to his office at
the Randforce Amusement Corp., where he is
treasurer, he found a huge cake on his desk
from his office staff and theatre employes.
The inscription read: "To the Boss, Happy
20th Wedding Anniversary."
Everybody in the office had a slice of cake
and the remainder Manny took home to his
wife Pearl and their three children, Susan J.,
Michael H. and Lewis Edward.
The two day-and-date incidents typify the
affection as well as respect in which Manny
is
held.
VETERANS RECALL FATHER
Industry veterans say you can't know
Manny without having known his late father
Louis, and Samuel Rinzler, dean of Brooklyn
showmen. They started the Randforce company
back in 1931.
Louis and Sam were Austrians by birth.
They came to America with their parents in
the late 1800s. Louis became a ladies coat
and suit manufacturer; Sam, a dealer in
fancy feathers. Neighbors and close friends,
they entered the motion picture business together,
taking over the operation of the
Cleveland Theatre in Brooklyn in 1914. Within
a few years they owned a circuit of eight
theatres. Today there are 30 in the circuit,
including the original eight. Their success
was due considerably to their interest in
people, leading to contributions by them to
the community, many to youngsters.
Louis' son Manny and Sam Rinzler's son
Harold graduated from college in 1933.
Harold went right into the Randforce ranks
while Manny followed up graduation from
Pennsylvania State College by going to
Harvard Law School. In 1937, after practicing
law for one year, Manny also joined
Randforce. When his father died in November
1946, Manny succeeded him as treasurer.
ACTIVE IN COMMUNITY
Manny had the same community interests
as his father. He didn't so much find his
place in the community as, according to a
city official, "the community found Emanuel
Frisch." His aid has been given to many
worthy causes. He has held many important
p>osts. H>en mention of some of the affiliations
makes quite a list: YMHA, Associated
Cardiac League, Temple Beth-El, Jewish
Youth Services, Greater New York Fund,
RCA SERVICE COMPANY, INC.
)53 E. 24th Street
New YoHc 10, New York LExington 2-0928
Presenting a scroll to Emanuel Frisch,
center, for four years of service as president
of the Metropolitan Motion Picture
Theatre Ass'n, are Leo Brccher, right,
and Solomon M. Strausberg. Frisch succeeds
Brecher as MMPTA board chairman,
while Strausberg is Frisch's successor
as president.
American Red Cross, Federation of Jewish
Philanthropies, United Jewish Appeal, Israel
Bond Drive, National Conference of Christians
and Jews, Unity Club of Brooklyn, Zionist
Organization of America, Cinema lodge of
B'nai B'rith, Variety Clubs, Youth Welfare
committee.
Manny is most articulate. He has lectured
at the New School of Social Research and
has been toastmaster at many industry functions.
Sam Rinzler and "Louis Frisch's son
Manny," as the oldtimers call him, make
quite a team. Sam reflects an earthy, warm,
twinkling humor that enchants audiences.
Either can serve as toastmaster or official
greeter at any function without notice.
Manny has a favorite story about Sam.
Randforce had put in its first CinemaScope
screen. The installation had taken all night
and a trial run was made in the morning.
Manny reported to Sam Rinzler.
"Sam, there's good resolution and the field
curvature from the center to the edge is in
focus and there isn't the slightest suggestion
of astigmatism or spherical aberration."
Sam stared at Manny. "Are you sure," he
asked, "that you were at our Savoy Theatre
and not to a lecture at Carnegie Hall?"
Sam's expression changed to one of annoyance.
"Tell me," he demanded, "was the picture
any good?"
Manny has just returned from a study of
Mexican theatres presenting Spanish-language
films. There is a growing Spanishspeaking
population in some of the Randforce
neighborhoods, and Emanuel Frisch and
Sam Rinzler feel that they owe the newcomers
a community service.
Barnett at New Address
NEW YORK—Barnett International Forwarders,
Inc., has consolidated Its activities
at 543 West 43rd St. The new address for
cargo Is 544 West 44th St. William Barnett Is
president. The company was established In
1887 and specializes In the motion picture
and television fields.
ALBANY
pabian's Palace struck a vein of gold with
Ballet Russe De Monte Carlo, which attracted
more than 3,000 patrons at $1 to $3
a head for an evening performance. It was
one of the largest turnouts at a class show
here In some time. Industry people in the
audience included Jules Perlmutter, Perlmutter
Theatres, and wife, and Leo Rosen, exchief
barker of the Variety Club, and wife
. . . George Seed, manager of Fabian's Cohoes
in Cohoes, and wife left via automobile
for a rest in Miami. While there, he planned
to visit a brother Harry, former Warner sales
official . . . Norman Weitman, U-I manager,
and wife will leave on the 10th for a week's
stay in Bermuda. Weitman's mother and
mother-in-law, from New York, will care for
the couple's two children . . . George Lourinia,
manager of the Saratoga Drive-In at Latham,
and his wife Mary, a cashier at the
Strand, have scheduled a trip to Miami.
The annual Christmas Salute to the Will
Rogers Memorial Hospital in Saranac Lake
was launched in this exchange district at a
meeting in the 20th-Fox studio Monday afternoon.
Max Westebbe, distributor chairman,
presided. Branch chiefs and salesmen attended,
as did Elias Schlenger, exhibitor
chairman. Scrolls to be signed by exhibitors,
theatre employes, Filmrow workers and other
industry people were distributed. The drive
will extend until approximately January 1.
The famed hospital for the treatment of
tuberculosis is located in this area.
Al LaFlamme, former manager of the
Strand and now co-partner with Johnny
Gardner in the Unadilla Drive-In, told industry
friends on a visit here that he expected
to accept winter employment with
the Cintilla Co., magneto manufacturer in
Sidney near Unadilla. The company has some
5,000 workers . . . FYank Damis, assistant to
Harry Kalmine, general manager of Stanley
Warner Corp., recently inspected local SW
situations with Harry Feinstein, zone manager;
Jim Totman, assistant; Jim Tobln,
district manager, and Jim Bracken, contact
manager.
Stanley Kositsky, United Artists manager
for Buffalo and Albany, covered a lot of
ground in a period of less than 24 hours.
He flew here from Buffalo, being met at the
airport by Salesman Burt Topal. They drove
to Lake Placid, where Kositsky met Jim Mc-
Laughlin, director of the Palace. From Placid
Kositsky proceeded to Plattsburgh, where he
boaided a plane for New York City.
. . .
Edmund Chenette is new assistant manager
at the Rltz. A 24-year-old daytime
employe of F. C. Huyck & Sons' mills in
Rensselaer, he serves at the theatre nights,
Saturdays, Sundays and holidays. Paul La-
Vine, former assistant to Manager Elarl
Rooney, has moved to Hartford Conn.
Frankfurter and beans, prepared In a Chinese
roll and served piping hot, will be a big seller
at drive-in concession stands next season.
manager,
Jack Hamilton, Berlo Vending Co.
predicted.
Havas Leaving RKO
NEW YORK—Michael Havas, Latin American
supervisor for RKO Radio Pictures, will
sever his relationship with the company on
December 1.
E-4
BOXOFFICE
:
: November
3, 1956

. . Variety
. . Manager
BUFFALO
por the first time in its history Variety Tent
7 will honor its departed barkers with a
Memorial Plaque dedication ceremony December
9 at 3 p.m. Participating will be the tents
four chaplains, Dr. Charles Broughton, Rabbi
Joseph L. Fink, the Rev. Father Mahoney and
the Rev. Father Pallas. All resident and associate
barkers, members of the Women's
League, friends and relatives of departed
Tent 7 members are invited to attend. The
tent will memorialize Edward H. Altman,
Nicholas Basil, Albert Behling, Jacob S. Berkson,
Basil Brady, William Cadoret, Benja-
_min Darrow, Harry T. Dixon, A. Charles
layman, Jacob Lavene, Philip Lavene, Max
[,evine, Vincent R. McFaul, Edward M.
lichaels, Vernon G. Sanford, Jerome
Schwartz, Michael Shea, John Sitterly, Wil-
1am Tishkoff, Richard T. Walsh and G.
rthur Woodward.
Ralph W. Budd, director of personnel for
/arner Bros., spoke before the Buffalo Kiffanis
club recently in the Hotel Statler. His
opic was "What is a Motion Picture?" Budd
?s a former president of the New York City
Kiwanis Club . . . Dave
Rogers, managing
director of the Teck, Buffalo, home of Cinerama,
said Cinerama attendance has passed
the 300,000 mark. Employes of Linde Air
Products Co. and the Bell Aircraft Corp.
have arranged theatre parties for Sunday
showings of "Seven Wonders of the World."
Cecil B. DeMille, who was honor guest at
a luncheon in the Buffalo Statler the other
day, sponsored by Mayor Steven Pankow, declared
at that affair that the Ten Commandments
are "as true and valid and real today
as the day they were burned into the tablets
of stone by the finger of God." About 100
leaders in Buffalo's religious, educational and
civic life, in addition to the press, radio and
TV attended the affair. It was DeMUle's
first visit to Buffalo in approximately 50
years. He was in Buffalo to aid in the promotion
of "The Ten Commandments,'" which
opens December 21 in the Century Theatre
here. The guest of honor, who was accompanied
by his daughter and son-in-law, Mr.
and Mrs. Joseph W. Harper, sat at luncheon
table between Mayor Pankow and Dr. Joseph
L. Fink, rabbi of Temple Beth Zion. Robert
T'. Murphy, managing director of the Century
and luncheon chairman, sat at the mayor's
left.
Uncheduled but powerful sound effects to
which Paramount, Rochester, patrons were
treated during the razing of a building adjoining
the theatre has subsided. Workmen
have completed the task of ripping a building
off the rear side of the theatre on Mortimer
sti-eet. It was accomplished with booms
and thumps. Manager FYancis Anderson,
who put in a jittery two weeks during the
exercises of the wreckers, is pleased with
one thing, the solid structure of the Paramount.
"Engineers were here and said we
have nothing to worry about. That building
next door was solidly built, but so is this one,"
said Anderson. The now vacant spot next to
the theatre will become a municipal parking
garage, which will be a break for theatre.
Franli Lindcamp, manager of the Palace in
Rochester, said his theatre will get the Elvis
Presley opus, "Love Me Tender," the middle
of November. The same picture will open
November 21 at the Center in Buffalo . . .
Members of the Variety Club of Buffalo held
a Halloween party in the Delaware avenue
headquarters Saturday (27 > with Bernie
Burns and Eddie Bourne at the piano. Chief
Barker Elmer F. Lux was enthusiastic over
the big turnout of barkers and their wives
and sweethearts.
Edward C. Frank, who for almost 30 years
was chief engineer and superintendent of
buildings for the Shea theatres in Buffalo
and Niagara Falls, was honored upon his retirement
this week. Frank was given a gold
watch and gift certificates by his co-workers.
Frank started work for the Shea organization
on April 20, 1927, and supervised the
building of the Bailey, Seneca, Lackawanna
and Niagara theatres . . . Calder R. Sweigard
sr., 87, of the town of Tonawanda, a wellknown
musician in Buffalo and New York
City, is dead. Sweigard for many years was
a coronet soloist with John Philip Sousa's
band.
Buffalo industryites celebrating their birthdays
in November are Donald Baecher, V.
Spencer Balser, Frances E. Brainard, Rae
Breslow, Irene Davidson, Betty Fisher, Edna
Gladner, Jeanne M. Gueth, Helen Huber, Leo
Katz, Billy Keaton, Reggie Keaton, Charlie
Kosco, Evelyn Kraft, Goldie Latz, Walter
Leffler, Thomas Lippes, Edith Martin, Joseph
P. Malony, Rhetta Mundstuk, Isabel Nesbit,
Albert A. Pierce, Gertrude Rubin, Etorothy
Schwartz, Janet Serfustino, Loretta Sullivan,
George Sussman, Edythe Tanner, Phyllis
Wolchok and Fanny Watson . Tent
7 will hold its annual election November 19
from noon until midnight. There will be a
meeting of the crew on Monday (5) when
business will include drafting of nominations.
The Variety Club is welcoming these new
members: Alfred E. Anscombe, Thomas A.
Bello jr., Eddie Bourne, Gary Cohen, Joseph
Davis, Hugh DiGuilio, Isadore Ehrichman,
Mary Ehrlichman, Burton Glaser, Lorraine
Hall, Ronald J. Hoelcle, Charles Jacobs, James
Macris, Vincent Martina, Reuben Pastor,
Theresa Plicato, Charlotte Poppick and Alvin
B. Wright.
Gable Figure for UA Film
NEW YORK—Symeon Shimln, commercial
artist who did art work for United Artists'
"Trapeze" and "The Barefoot Contessa,"
has completed and delivered to UA a massive
action figure of Clark Gable which will
be used to trademark the ad-publicity and
exploitation for "The King and Pour Queens,"
a Russ-Pield picture in Cinemascope and
De Luxe Color, which will be the company's
Christmas release.
WASHINGTON
fveryone had lots of fun at the Variety
Club Halloween party last Saturday
night. The clubrooms were filled to capacity
and much credit goes to the committee in
charge comprised of Charles Demma, Ralph
Deckelbaum, Hirsh de La Viez, Joel Margolis,
Phil Mason, Nathan Shor, Roger Squitero
John Smith closed his
and Duke Zeibert . . .
Perry Theatre, Perryville, Md., permanently
October 28 . . . Drive-ins closed or closing
within next week include the Inwood, Inwood,
W. Va.; Callaghan, Covington, Va.,
and Skiview, Martinsburg, W. Va.
The motion picture industry was well represented
at the press showing of "Oklahoma!"
at the Uptown Wednesday night.
Included were members of the press and representatives
of all radio and TV stations in
the Washington vicinity . . . Elmer Moore has
transferred from the sales department at
Columbia to head booker. Jack Sussman
came in from Albany to take over Moore's
sales post . . . Local F-13 held its monthly executive
board meeting Thursday evening . . .
Sympathy to Mrs. Earle Taylor, former Filmrow
employe, in the death of her father.
. .
.
Florence Garden of Allied Artists was seen
at the Laurel race track Saturday accompanied
by salesman Harold Levy's 85-year-old
The
father-in-law, Joseph Munsheimer .
20th-Fox Dynamo Club held a monthly meeting
Tuesday Ira Sichelman
spent Tuesday in Norfolk, visiting the Levine
circuit office . . . RKO office personnel
turned out en masse at the preview of "Public
Pigeon No. 1" at Keith's Theatre Tuesday
. . . Publicist Hank Howard was in town
to act as host at a screening of "The Brave
One" at the Academia.
. . .
. .
Warner booker Frank Gormley is back in
Garfield Hospital Catherine Davis is
taking her vacation getting established
MGM's
in
her new home in Occaquan, Va. .
Alice Reighly is back at work after undergoing
minor throat surgery.
Mrs. Joseph Bemheimer's mother died . . .
Jennie Sovitch at Republic resigned . . .
Happy birthday to Republic's Joe Cohan,
who celebrated his birthday on Saturday, and
to "Pat" Palmer and Joyce Kriso, who celebrated
theirs Sunday (4) ... Out-of-town
exhibitors seen on Filmrow included Bill
Zell, who reports that George Darinsol,
Crest Theatre, is coming along fine and
plans a trip to Florida in the near future;
T. Martin, Pitts circuit; George Walker and
Joe Walderman of Baltimore.
WANT TO SELL OR LEASE
YOuR DRIVEIN THEATRE?
(Have buyers waiting)
"M R T ENGLAND"
S5 Van Braam St. Pittsburgh 19, Pa. AT 1-1760
Licensed Theatre Broker Correspondence Confidential
JofTuU^
BOONTON, N. J.
Large Core
Greater Crater Area
means
MAXIMUM LIGHT
in New York—ALBANY THEATRE SUPPLY, Albony—5-5055
NATIONAL THEATRE SUPPLY, Albony—5-1479
EASTERN THEATRE SUPPLY, Buffalo—Mohowk 0001
SUN CARBON Co., New York—Circle 6-4995
Evenly Distributed ji
BOXOFFICE :
: November 3, 1956
E-5

. . Harold
. . . Joseph
. . . Variety
. . Kroger
PHILADELPHIA
M'orman Silverman, Republic manager, has committee and president of Highway Express
been elected president of Motion Picture Lines, got his start in film distribution as a
Associates of Philadelphia. Joseph Engel, boy picking up old silent prints, slinging them
20th-Pox, was made vice-president, while over his back and delivering them by trolley
Edward Adelman of New Jersey Transfer car. His National Film Service is now taking
Service was chosen treasurer. Elected secretary
was David Law of Warner Bros. distributors in
over "backroom" work for several of the
. .
some
.
of the major film distribution
centers.
Three starlets came to town to help beat
the drums for "The Opposite Sex," which
opened
Harry Brillman, Screen
at the Arcadia. The
Guild office manager,
was
girls were Marjorie
Hellen, Theona
home ill with
Bryant and
pneumonia . . . Ralph
Betty Uitti
. . . There is some
W. Pries, former chief barker of Tent 13
talk current
and
in Vine street
about
an executive with Berlo,
the formation of an
has been named
exhibitor group
state chairman for
representing
1957 March of
drive-in Dimes . . .
theatres . . . Irv Blumberg,
Warner
Stanton, which was being groomed
Bros,
by Stanley
publicist, took Jerry
Gaghan,
Warner as a first-class
Daily News;
showhouse,
Barbara
has reverted
to action films.
Wilson, Inquirer,
It
and recently
Wayne ran the
Robinson, Philadelphia
Evening
double bill of "Girls in Prison"
Bulletin, to New York's Roxy
and "Hot Rod
to see
Girl" . . . "Rififi,"
"Giant." Blumberg French film, is being distributed
in this
also took along newspaper
people from
exchange territory
Baltimore,
by Jack
Washington and
Jaslow.
Richmond.
William
Sylvan
Goldman,
Cohen is new chief barker of
operator
Tent
of the Erlanger
13. Lester
legitimate
Wurtele was elected first
theatre,
assistant;
has started a triple damage
Harry Romain
antitrust
second assistant. Gene Tunick
suit against the Shubert theatre
chain and
dough guy, and
its owners
Meyer Lewis property master.
for $2,100,000, claiming
a monopoly
Named canvasmen
on
were Sylvan Cohen,
theatre attractions and
Samuel
ticket sales. Goldman
Diamond, Cecil Felt, Michael Felt,
also asked for injunctive
Meyer Lewis, Harry Romain,
Jack Greenberg,
relief so that he could negotiate for
Ted Schlanger,
stage
David
attractions
Supowitz,
for Gene Tunick
the Erlanger . . . William
Ryder, 62, manager
and Lester Wurtele.
of the Blue Hen, oldest
motion picture theatre in Rehoboth, Del., A rash of superspectacles is hitting the
died of a heart attack . . . Birk Binnard, screens. Some exhibitors believe that it
SW Philadelphia zone publicity and advertising
director, was on a cruise to Honduras and tures could be trimmed so that patrons could
would be better if the length of these pic-
Cuba.
say, "Why, I just sat down," rather than,
Walter "I thought it
Yost, owner
would never end."
of the Grand and Penway
in Harrisburg and Vallee in Mechanicsburg,
died . . . Edward Emanuel, film ex-
December 12. The Wheatland building, in
SW's Hamilton in Lancaster, Pa., shutters
hibitor, has been named chairman of March which the theatre is housed, has been sold
of Dimes campaign in Philadelphia ... It is and may be torn down . . . Sinkin Spring
interesting to note that James P. Clark, Drive-In near Reading is still showing movies
former chairman of the Democratic city on Sunday after more than a dozen lawsuits
for illegal operation in violation of the blue
laws ... A $4,000,000 shopping center is being
built near the Shillington Theatre in
Reading . Cohen is doing his own
booking and buying for the Embassy Theatre
in Lewistown.
RCA SERVICE COMPANY, INC. Iz Segall's Management Associates is now
121 N. Brood acting
Street
as agent to secure product for Rialto
Theatre in Williamsport, Segall is now servicing
the Palace in Bethlehem, Pa. . . .
Philadelphia 7, Pa. RIttenhouse 6-756«
Art
Silber took over the Clifton Theatre in Clifton
Heights . . . Bill Mansell, Warner Bros,
manager, is recuperating from his lawnmower
accident in which he fractured several
bones in his foot.
Northampton Theatre Co. is now operating
the Ritz in Coplay . . . Eliza Barket has
taken over operation as well as management
of the Laurel Theatre in Laureldale . . . Victor
Pagnotti has taken over operation of the
Holland Theatre in Old Forge. Comerford
will book and buy.
. . . Bill
Jerry Segal, manager of the Jerry Theatre,
owned and operated by his father Samuel,
is engaged to Gaye Harriet Hershman . . .
The Bluebird has reopened
ford is now an instructor of finance
Comer-
on the
faculty of University of Scranton . . . Leonard
Mintz is now Buena Vista branch manager
in Pittsburgh . . . William A. Madden, MGM
manager, was married to Sara Starrett . . .
The Orient at Scranton was reopened by
Vincent Tate, proprietor of Theatrical Equipment
& Supply Company of Forty-Fort.
BALTIMORE
.
Tsador M. Rappaport, owner of the Hipf)odrome.
Town and Little theatres, and his
wife are on a trip to the west coast and plan
to stop off at Las Vegas Babb
of Modern Films was in Chicago . . .
from
Thomas Patrick Finn sr.,
New Theatre projectionist,
returned from a Florida vacation
Lewis has been named the permanent
manager of the Five West Theatre
Tent 19 will hold its annual election
next week.
. . Mrs.
. .
Harold Talmadge Colley, publicist for the
Century and New, is severing his connections
with those theatres in order to devote his entire
time to his advertising business .
Blanche Boughter of Stanley's staff was in
Tom
New York seeing Broadway shows .
Tierney, assistant manager at the Playhouse,
spent a couple of weeks with relatives at Pasadena,
Md., while recuperating from a severe
virus attack . . . Leon Back, head of the
Rome Theatres, was in New York on business.
Teresa Wright, Jon Provost and Roger
Nakagawa star in RKO's "Escapade in
Japan."
First in total circulation
First in exhibitor subscriptions
First in total advertising
First in complete news coverage
^
locally intensive — nationally extensive
^
Your
Home Tradepaper
and Best Buy
as Reader
or Advertiser
E-6 BOXOFFICE :
: November
3, 1956

'
PITTSBURGH
. .
. . . Gene
ni the opera Saturday at Syria Mosque we
met Silvio Innocenti, who formerly operated
the Verdi Theatre at Belle Vernon. He
stated that he had recently returned from a
happy vacation in his native Italy . . . Walter
Dyke, a National Theatre Supply salesman
here some years ago, a cloak room checker
at the Mosque, is looking very well these
days . Mike Karolcik, Perryopolis exhibitor,
is a grandpop for the first time
Kelly was here for several days visiting his
mother, Mrs. James P. Kelly, who is hospitalized.
He flew back to Paris to complete
lie scoring for his "The Happy Road."
Joe McCormlck, RKO booker, went off the
ayroll. He had been with the exchange for a
[lumber of years, first as a shipper and then
a booker ... A. McKelvey is the new prorietor
of the Wilmington Theatre at New
irilmington. He is a student. The former
bperator of this theatre was served with an
ejection notice for nonpayment of rent in
the amount of $750. William Gillespie jr.,
owner of the theatre building, told the Lawrence
County court that Kalman J. Erdeky
hadn't paid rental between April and September
this year.
David Weir, Warner salesman in the Erie
and main line areas, resigned. He will join
the J. B. Williams Co. as district wholesale
representative. To those exhibitor friends he
will not get to see prior to leaving the Warner
organization November 10, Dave sent his
best wishes. Married and the father of three
children, Dave is the son of the popular Warner
exchange booker, Mrs. May Weir, who
. continues on the job here .
veteran local film
.
salesman
Charles
who is
Dortic,
now a
Warner representative at Cincinnati, underwent
another operation in local Mercy Hospital
Adolph Karp of Theatre Confection
. . . Service underwent surgery in Montefiore
Hospital here.
Something happened, we know not what,
but Pittsburgh Film Service did not take over
Republic service department last Friday as
scheduled. Pittsburgh Film Service reportedly
is paying one-third of the rental of the RKO
building to continue operation of the RKO
service department there on a temporary
Six-year-old daughter of Ernie
basis . . .
Hanlon, Pennsboro, W. Va., exhibitor, crowned
the Halloween Queen there.
The Arcadia Theatre, New Bethlehem,
awarded free tickets and candy to all paraders
in the Halloween street parade there
October 31 . . . Associated circuit inaugurated
"Pay Day" shows for kiddies. At each Satur-
MONEYj U«^«^oc-,s
SAVE
ON PREMUES'
3 Fromes
With Copy,
Photot and
OH Stag*
Talk
Use as PrevHes, Advance or Cross Plugs!
U I • d
by
many circuit si riLMAQK
Ckiea'te. III.
day matinee every child receives a "pay"
envelope, which contains from pennies to
dollars . . . The Record, Rimersburg weekly
newspaper, edited by Ross Atchison, theatre
operator there, came out for Eisenhower.
Just a few days to the election and we still
don't know an exhibitor who is not for Ike
. . . Leona Theatre, Homestead, started a new
dish deal October 29 and 30. Hereafter on
Tuesdays each lady in attendance, without
extra charge, will receive a fine piece of
Golden Wheat dinnerware.
3. Unusual bleeding or dis-
CANCER
PLAYS
NO
A third child, a son named Johnny, was
born to Mr. and Mrs. George Stem. The Associated
T'heatres executive and his wife are
parents of another son, Bobby, about 4%
years, and a daughter, Nancy, 15 months . . .
Joseph T. McClain, Penn Theatre doorman
for upwards of a decade until early this year
when he resigned to become business agent
for lATSE Local B-12 of theatre employes,
died from a heart attack in his Oakland home
Twin daughters were born October 27
to the Harry Witmers. He's a Columbia shipper
and the mother is the former Shirley
Palese who was employed for several years at
Hospitalized for two
the 20th-Fox office . . .
weeks for a rest and complete checkup. Jack
Kalmenson, Warner manager, was expected
to return to his office November 5 . . . Casino
Theatre, with burlesque and old pictures, has
scheduled its first Sunday midnight show
in years for November 11, with expectations
of continuing this policy.
Mrs. Thelma W. Steele is the new operator
See your doctor at once if
of the Delmore Theatre at Avonmore, being
booked by Co-Op .
bannered for the "Hey Rube Jackter" drive,
which will extend to next June 27 . . . Mrs.
Mary Phelps, wife of the Erie area exhibitor
and Democratic county chairman Alden
breast or elsewhere.
Phelps, has been appointed secretary to Melvin
Blair, Erie area director of the state's
charge.
department of commerce. The pay is $4,000
a year . . . Prank Hamre, RCA Service executive
at Chicago, was recuperating from a
mole.
heart attack. Some years ago he was with
RCA here . . . Nate Lazier of Berlo Vending
ficulty in swallowing.
was a recent Pilmrow visitor.
Andy Battiston, veteran exhibitor-distributor-theatre
cough.
broker-showman who holds a
state political job, lost his "Adlai" balloon.
habits.
He paid $400 for an 80 cubic feet helium capacity
sky sign to exploit the Democratic
nominee, but a week ago at Cleveland the
rope which held the inflated captive blimp
broke and up and out of sight soared the sky
sign. This week it was cited over St. Louis.
Andy had a great time flying it while it
lasted.
Mary, a daughter of the George F. Callahan
jrs., ESCO, was married October 25 at Washington
to Naval Lt. S/G Mowrey, son of a
dentist . . . The Variety Club crew hosted the
weekly family night November 2.
give to
AMERICAN
CANCER SOCIETY
SAM FINEBERG
TOM McCLEARY
JIM ALEXANDER
84 Van Braam Street
PITTSBURGH 19, PA. BOXOFFICE
Phone
Ew
EXpreu 1-0777
FAVORITES
you
have any one of the Seven
Danger Signals . .
1. Any sore that does not heal.
2. A lump or thickening, in the
4. Any change in a v^art or
5. Persistent indigestion or dif-
6. Persistent hoarseness or
7. Any change in normal bowel
STRIKE BACK AT CANCER
MAN'S CRUELEST ENEMY
Through the Courtesy of
BOXOFFICE :
: November 3, 1956
E-7

EDWIN J. THOMAS ^Qftfait by, Fabian Bachrach
" . . added over 20,000 employees
to The Payroll Savings Plan."
"The Savings Bond Program—like any other program in
a corporation — will succeed only if it has the complete
support of top management. Recently the Goodyear
Tire & Rubber Company added over 20,000 employees
to the Payroll Savings Plan, attaining an overall participation
of over 71%. While the drive itself was successful
I feel the job is only half done. Now we are
installing a program to maintain this high peak of participation.
Such a program will constantly keep the
merits of the program before each employee, encouraging
him to provide his own security through this
effortless plan of saving."
EDWIN J. THOMAS, President
The Goodyear Tire & Rubber Company, Inc.
What is the percentage of employee participation in
your Payroll Savings Plan? If it is less than 50%, get in
touch with Savings Bond Division, U.S. Treasury Department,
Washington, D. C. Your State Sales Director
will be glad to help you increase your participation to
60% or higher. A phone call, telegram or letter to
Savings Bond Division, U.S. Treasury Department will
bring a prompt response.
The United States Government does not pay for this advertising. The Ji-easury Department
thanks, jor their patriotic donation, the Advertising Council and
BOXOFFICE
E-8 BOXOFFICE : : November 3, 1956

1
HOLLYWOOD—Veteran
NEWS AND VIEWS OF THE PRODUCTION CENTER
(Hollywood Office— Suite 219 at 6404 Hollywood Blvd., Ivan Spear, Western Manager)
Cagney Will Direct
Paramount Film
trouper James
agney will make his debut as a director
motion pictures on Paramount's "Short
ut to Hell" based on a story by Graham
reene. A. C. Lyles will be the producer and
obert Ivers, one of the studio's newcomer
actors will be introduced in the top role of a
professional gunman.
The assignment promotes Lyles to full
producer status. Formerly a publicity man,
he was assistant producer to producer-director
Edward Dmytryk on the studio's "The
Mountain."
"Short Cut to Hell" is scheduled to go
into production early next year.
Writer Murcott Faces
Suspension by Guild
HOLLYWOOD — Refusal of television
writer Joel Murcott to pay rerun dues to the
Writers Guild of America, West, for reasons
termed "completely inaccurate and without
basis" by guild officials, may lead to his suspension.
Boai'd members of the television-radio
branch of the guild plan to take up his case;
and before ouster proceedings are instituted,
as required by the guild's constitution, Muicott
will be given an opportunity to appear
before a special committee.
Murcott claims that WGAW has no system
for policing reruns, and its minimum scale is
of no value to over-scale writers.
According to David Dortort, president of
the TV-radio branch, "the guild's efforts are
well known to the members, not only insofar
as policing reruns is concerned, but in its
negotiations of collective bargaining agreements."
He said further, "I am confident the
bulk of the membership knows, and the contracts
themselves prove on their face, that
our film television agreements are the best
contracts that have ever been negotiated for
writers in the history of our collective bargaining."
Plaque to Lon Choney
HOLLYWOOD—A plaque to the memory of
the late Lon Chaney was unveiled Monday
(29) at U-I, where the actor appeared in
some of his most famous starring roles. The
ceremonies were conducted by James Cagney
on the studio's Phantom Stage, where 32
years ago Chaney made "Phantom of the
Opera." Cagney is scheduled to begin working
on the same stage in "The Man of a
Thousand Faces," life story of the late star,
in which he portrays Chaney.
Film Writer Michael Wilson Sues
'Persuasion' Makers for $250,000
HOLLYWOOD—Like Banquo's ghost spilling
the beans at Macbeth's lil' dinner party,
screenwriter Michael Wilson tossed a discordant
note into the all-is-love premiere
Tuesday night of Allied Artists' "Friendly
Persuasion."
Charging conspiracy to deny him screenplay
credit on the feature, scrivener Wilson
filed a $250,000 damage suit against the film's
producers. The action was filed in the Los
Angeles Superior Court just a few hours before
the world premiere of "Persuasion,"
which was produced and directed by William
Wyler. Wyler is named as a defendant, as is
his brother Robert, a writer, and AA, the
producing company. Other defendants are
Liberty Films and Paramount Pictures, former
owners of the property, and Jessamyn West,
upon whose short stories the screenplay was
based.
The complaint alleges that Wilson wrote
the screenplay of "Friendly Persuasion" in
1946 for Liberty Films, which released its
output through Paramount. Shooting of the
ANOTHER KtTDOS
FOR DISNEY—
The Screen Producers Guild annual Milestone
award for historic contributions to
the American motion picture will be presented
to Walt Disney at the Milestone
award banquet on February 3. SPG
President Samuel G. Engel, right, is seen
breaking the news to Disney, center.
Frank McCarthy, member the executive
board of SPG is at left. Selection of
Disney as recipient of the kudos marks
the fifth designation of the honor since
the inception of the awards in 1951.
Previous recipients of the accolade were
Jesse L. Lasky, Louis B. Mayer, Darryl
F. Zanuck and Cecil B. DeMille.
film was delayed and William Wyler, who
was originally slated to direct it for Liberty,
took the screenplay with him when he joined
Allied Artists.
Robert Wyler and Jessamyn West were
assigned to make minor changes in the script,
the complaint charges, in order to avoid giving
Wilson credit. When an arbitration committee
of the Writer's Guild of America
awarded Wilson sole screenplay credit nevertheless,
AA announced it would release the
film without any screenplay credit at all,
thereby invoking a seldom-used clause which
grants producers the right to withhold credit
for writers who have refused to cooperate
with congressional investigators.
Wilson, who won an Academy award for
"A Place in the Sun" and was nominated for
a second Oscar for his screenplay of "Five
Fingers," was an unfriendly witness before
the House Committee on Un-American Activities
in 1951.
Despite which, Wilson claims that his right
to credit is guaranteed by his original contract
with Liberty and that AA assumed this
obligation when it acquired the property.
Through his attorney, Ben Margolis, Wilson
has issued the following statement:
"The producers of 'Friendly Persuasion' do
not deny that I wrote the picture. They
deny the public's right to know that I wrote
it. Forced to abandon their claim that someone
else wrote it, which was open plagiarism,
they now represent, in effect, that no one
wrote it, which is nonsense.
'T'here excuse for this nonsense is the
alleged unpopularity of my ideas. They do
not hesitate to propagate these ideas, which
are well represented in my screenplay. They
have no qualms about profiting from these
ideas. They refuse, however, to identify them
as mine.
"The illogic of the blacklist has been reduced
to an absurdity."
"Friendly Persuasion" made Its bow at the
Fox Wilshire Theatre, with industryites paying
tribute to producer-director WilUam
Wyler. F>resident Eisenhower sent a telegram.
Among the screen luminaries attending
the gala premiere were:
Gregory Peck
Lona Turner
Danny Kaye
Jerry Lewis
Audrey Hepburn
Mei Ferrer
Dorothy McGuire
Debbie Reynolds
Eddie Fisher
Ann BIyth
June Allyson
Dick Powell
Jeanne Grain
Henry Fondo
Tab Hunter
Kim Novak
Marie McDonald
Michael Wilding
Anthony Perkins
Diana Lynn
Pat Boone
Dorothy Malone
Gordon MacRae
Ann Miller
(Continued on following page)
BOXOFFICE November 3, 1956
W-1

Za^ec44i^4A^
West: Joseph R. Vogel, the new president
of Loew's, Inc., arrived to make a comprehensive
personal study of Metro-Goldwyn-
Mayer studio operations.
* * *
East: C. V. Whitney, president of C. V.
Whitney Pictures, Inc., and Merian C. Cooper,
vice-president in charge of production, planed
to New York, where they attended auditions
for the unproduced opera, "Ballad of Baby
Doe," to determine their possible interest in
film rights.
* * •
East: Alfred E. Daff, U-I executive vicepresident,
planed to Gotham following a
series of conferences with studio toppers.
* • *
West: Edwin H. Knopf arrived from France,
where he produced "Harvest Thunder" for
MGM.
* * *
East: Producer Sam Spiegel returned to
Gotham following huddles with Columbia
executives on his forthcoming release, "The
Bridge Over the River Kwai."
* « *
West: Producer Sam Zimbalist returned
from Manhattan, where he screened MGM's
"The Barretts of Wimpole Street" for national
magazine representatives.
« * «
East: Independent Producer Frank P.
Rosenberg planed to New York to confer
with writer Charles Neider on "The Authentic
Death of Hendry Jones."
Hungarian Revolt Story
Optioned by O'Herlihy
HOLLYWOOD—Dan O'Herlihy has optioned
"Morning Star" by the late James
Benson Nablo in a deal with the latter's
estate. He has signed Robert C. Wehllng to
write the screen adaptation of the original,
written two years ago, which parallels recent
events In Hungary.
In the Nablo property, O'Herlihy plans to
portray an assassin who, with the murder of
a satellite country's Communist chief of
state, sets off a full-scale rebellion in the
nation.
"Morning Star" is the second property earmarked
by O'Herlihy for independent production,
his first being "Honey Seems Bitter."
Charities Drive Opened
At MGM by Dore Schary
HOLLYWOOD—Launching the 1957 Motion
Picture Permanent Charities drive at
MGM, chieftain Dore Schary met with 48
members of the studio committee, representing
the industry's guilds and unions, and 27
department heads to encourage 100 per cent
participation in the ten-week campaign.
Seeking to surpass MGM's pledge of almost
$200,000 last year, Schary, former MPPC
president, spoke on behalf of the organization
and the 246 charitable, health, welfare,
public service and youth agencies aided, and
Introduced next year's president, Lawrence
Weingarten, MGM executive and producer;
Don Chambers, vice-president, and Hank
Wadsworth, member of the board, from
lATSE.
^nxioelo^
East: Herbert Kaufman, president of Associated
Producers, left on a southwest and
middlewest swing to set up pre-release engagements
of "City of Women."
* * *
East: Producer-director Roger Gorman
joined Larry and Bernard Woolner in New
Orleans, and all three departed for Central
America to scout locations for Corman's next
Woolner Bros. Pictures feature.
* « *
East: Director Delbert Mann returned to
New York after completing the supervision
of dubbing and final editing on "The Bachelor
Party."
« « *
East : Director Allen H. Miner flew to Dallas
to attend an invitational screening of "The
Naked Sea."
* * *
West: F. Hugh Herbert arrived from abroad,
where he and Mark Robson produced "The
Little Hut" for MGM.
* * •
East: David Golding, Hecht and Lancaster's
veepee in charge of advertising and
publicity, flew to New York to join Harold
Hecht in attending sneak previews in the
east of "The Bachelor Party." Golding also
planned to confer with United Artists brass
on release plans for the feature.
* * *
East: Composer-conductor Dimitri Tiomkin
left for Gotham to work on the musical
score of the new Cinerama production,
"Search for Shangri-la."
Others in attendance were George Murphy,
representing the Screen Actors Guild; Al
Coreino, assisting Murphy; Herman Hoffman,
representing the Screen Directoi-s
Guild; Millard Kaufman, Screen Writers
Guild; Kenneth Grossman, contacting independent
producers at MGM, and Prank
Amelio, studio colonel of the MPPC committee,
representing MGM personnel.
Alan Pakula to Organize
Independent Company
HOLLYWOOD—Alan Pakula, assistant to
Don Hartman before being upped to a producer
berth at Paramount, plans to check
out of the studio in several weeks to form
his own independent company, which he said
will function in both the film and stage fields.
Meantime, Pakula has obtained rights to
the biography of Laurette Taylor, "Laurette,"
written by the late stage star's daughter,
Marguerite Courtney. He plans to present it
as a legitimate vehicle on Broadway next fall
as a prelude to its production as a motion
picture.
'Scorpion' to Mexico
HOLLYWOOD—"The Black Scorpion," to
be lensed in Mexico with Richard Denning
and Mara Corday starred, has been set as
the first of four Melford-Dietz productions
for Warner Bros, release. The pact calling
for the quartet from co -producers Frank
Melford and Jack Dietz was signed approximately
six months ago with WB. Edward
Ludwig will direct "Scorpion."
'Persuasion' Makers
Sued for $250,000
(.Continued from preceding page)
Lori Nelson
Brian Donlevy
Virginia Mayo
Jose Ferrer
Michael O'Shea
Marilyn Erskine
Dana Wynter
Judy Canova
Natalie Wood
Peggie Castle
Claire Trevor
John Agar
Robert Stack
Eddie Albert
Rosemary Bowe
Ben Alexander
Doris Day
Ben Cooper
Anno Maria Alberghetti James Arness
Joe E. Brown Jim Backus
Charles Coburn
Ann Bancroft
Rosemary Clooney Eva Bartok
Walter Brennan Julie Bishop
Jeff Donnell William Bishop
Jimmy Durante
John Ericson
Laraine Day Richard Eyer
Robert Cummings Jane Greer
Jock Dempsey Anna Kashfi
Ken Murray Virginia Grey
James Gleason Connie Haines
Bonita Granville
iiona Mossey
Van Hef in o\^v,r,rA u„io
.
D Richard Ha
I i_i
e
Pou Henreid . ,, l, ^
Jeffrey
Vincent
Hoyden
Price
Margaret ^"^*°'' McLaglen
O'Brien
Eva Marie Saint Mercedes McCombridge
Chill Wills Jacques Sernas
Jane Withers
Robert Middleton
Russ Tamblyn
Hugh O'Brien
Norma Shearer Fess Porker
The evening was concluded with a buffet
supper at the Beverly Hills Hotel, where
Allied Artists was host to approximately 500
guests.
Six Film Greats Named
For Wisdom Awards
HOLLYWOOD—Cecil B. DeMille, Louis
B. Mayer, Jack L. Wai'ner, Darryl F. Zanuck,
Mervyn LeRoy and Laurence Olivier have
been selected to receive Wisdom magazine's
first annual award for "significant contributions
to knowledge and to the advancement
of public education," it was announced by
Leon Gutterman, president and publisher of
the periodical.
It is planned to present the awards at an
invitational dinner at the Beverly Hilton
Hotel, December 2.
Members of the motion picture industry to
be honored will join leaders in national and
international affairs, education, religion, industry,
literature, medicine, music and various
other categories as the recipients of
kudos.
Role to Jock Mahoney
HOLLY.WOOD—Jock Mahoney draws a
topline in U-I's "Joe Dakota," story of the
discovery of oil in California, which is
scheduled to go before the cameras on November
12, with Howard Christie producing
and Richard Bartlett dii-ecting. The original
screenplay was written by Norman JoUey
and William Talman.
Debra Paget to 'Conquest'
HOLLYWOOD—Debra Paget has been
borrowed from 20th-Fox by producer Benedict
Bogeaus for the femme lead opposite Ray
Milland and Anthony Quinn In "The Conquest,"
which is being made independently
for
20th-Pox release.
Chill Wills on TV Shows
HOLLYWOOD—To plug George Stevens'
production of "Giant" for Warner Bros., Chill
Wills made guest appearances on three network
television shows: CBS' "Panorama Pacific,"
CBS' "The Bob Crosby Show" and
NBC's "Juke Box Jury."
W-2 BOXOFFICE :
: November 3, 1956

Bill Goetz Will Produce
Book of Books TV Series
HOLLYWOOD—Motion picture Producer
William Goetz will enter the television field
with a new series, the Book of Books, which
he will make in association with Screen
Gems, Columbia Rctures television subsidiary.
Based on the epic themes of the Bible
and its related literature, the hour-long
dramatizations will be filmed in color.
This is the first of the new independent
series to be produced under the recently
announced fund of $2,500,000 set aside by
Screen Gems to finance TV packages.
In addition to the television project, Goetz
will continue the operation of his indepen-
motion picture production company,
hich releases through Columbia.
fent
)DG Nominates Films
'or Achievement Pins
HOLLYWOOD—Six films in release dur-
'ing the period July through September, have
been nominated for directorial achievement
awards by the Screen Directors Guild. Films
nominated and their directors were "Bus
Stop," Joshua Logan; "Moby Dick," John
Huston; "Somebody Up There Likes Me,"
Robert Wise; "The Eddy Duchin Story,"
George Sidney; "The King and I," Walter
Lang, and "War and Peace," King Vidor.
Kurt Neumann Signed
HOLLYWOOD—Kurt Neumann has been
signed by E. J. Baumgarten, president of
Regal Films, to produce and direct "War of
the Universe," from a story by Irving Block.
Special effects for the science-fiction film
will be created by Jack Rabin, Irving Block
and Lewis DeWitt, who will also be associated
in production end. A November start is
scheduled and 20th-Fox will release.
RKO Pact to Irene James
HOLLYWOOD—Irene James was handed
a term contract by RKO, where she will
be tested for the second feminine lead in
"Stage Struck." Detroit born and of Greek
descent, the brunette has played top roles
in several television series as well as small
parts in four theatrical films.
To Write 'Game' Script
HOLLYWOOD—Sydney Boehm has been
signed by Producer Jerry Bresler to write
the screenplay for Bryna Production's "A
Most Contagious Game," which United
Artists will release. The screen version of
the Samuel Grafton novel is slated for production
early in 1957.
Sign Frank Skinner
HOLLYWOOD—Frank Skinner wUl compose
an original musical score for U-I's Jeff
Chandler-Jeanne Crain starrer, "The Tattered
Dress." Score will be played by the
U-I orchestra conducted by Joseph Gershenson.
SPEARHEADS
Appears on
Page 34
SCRIPT CONFAB—Discussing the new
United Crusade theatre trailer and TV
commercial are, left to right, Harold Zell,
production head of Motion Picture Service
Co. of San Francisco, which produced
the film; Hal March, and Gerald L. Karski,
MPS president. The film, narrated
by March, will be seen in all major theatres
in the Bay area.
Screenplay Completed
HOLLYWOOD—William Ludwig completed
the screenplay of MGM's "Number Four
With Flowers," adaptation of a play by Louis
Pelletier, to be produced by Henry Berman.
Heads Para. Sound
HOLLYWOOD—Paramount has appointed
George D. Dutton head of the studio's sound
department. He assumes his duties immediately
and replaces Loren L. Ryder who resigned
the position last week.
Harris-Kubrick Signs Willingham
HOLLYWOOD — James B. Harris and
Stanley Kubrick have signed Calder Willingham
to write an original screenplay for their
Harris-Kubrick Productions. Willingham just
finished collaborating with Kubrick on "TTie
Burning Secret," which Harris will produce
and Kubrick direct for Metro-Goldwyn-
Mayer.
lohn Agar to 'lekyir Film
HOLLYWOOD—John Agar has been signed
by Producer Jack Pollexfen for a starring
role in "Daughter of Dr. Jekyll," Film Venturers
production scheduled to roll November
7 for Allied Artists release. The title role
femme has yet been set. Edgar Ulmer will
direct.
loseph Sarti Buys Theatre
McCLOUD, ORE.—Joseph Sarti recently
purchased the Mccloud Theatre from the
Harvey Amusement Co. The new management
plans to bring the latest possible major
films to the area, Sarti said.
SF Art House Is Improved
SAN FRANCISCO—The Larkin, 380-seat
art theatre at 816 Larkin St., has installed
a new contour curtain, Cinemascope, widescreen
and all new projection equipment. The
reopening attraction at the house was "Rififi."
Gregg Palmer to
'Zombies' Cast
HOLLYWOOD—Gregg Palmer has been
inked to star in "Zombies of Mora-Tua,"
which Sam Katzman's Clover Productions
is making for Columbia.
Richard Egan Returns
From Two-Week Tours
HOLLYWOOD—Richard Egan returned
following two weeks of personal appearances
and press interviews in seven cities in connection
with RKO's "Tension at Table Rock,"
in which he stars.
Producer -director Charles Martin and Zsa
Zsa Gabor are in Texas to spearhead the
Interstate circuit's bookings of RKO's "Death
of a Scoundrel."
RKO is working out schedules for Red
Skelton to make a tour in connection with
the opening of "Public Pigeon No. 1" and
for George Gobel to appear in the cities
where "I Married a Woman" makes its bow.
When "The Brave One" opens in other
cities, RKO plans to have Michel Ray, its
young star, go on tour.
• * *
Screen Producers Guild President Samuel
G. Engel named Carey Wilson chairman of
the SPG Milestone Awards committee. Wilson,
ex-SPG president, will appoint a full
committee to arrange details for the award
banquet, which is planned for February 3 at
the Beverly Hilton Hotel.
Walt Disney will be the recipient of this
year's Milestone honor for historic contributions
to the American motion picture.
Booked at San Diego
HOLLYWOOD—Jimmie Dodd, Roy Williams
and Walt Disney's Mouseketeers, stars
of the Mickey Mouse Club ABC-TV show, are
scheduled to appear for a two-hour stage
show in the San Diego Arena, Saturday (17).
To Star in 'Crab Monsters'
HOLLYWOOD—Pamela Duncan has been
signed by producer-director Roger Corman
to star in his "Attack of the Crab Monsters"
for Allied Artists release.
MOSES, IN OIL—Charlton Heston
watches Linford Donovan, Carmel
(Calif.) artist, as she adds final touches
to her portrait of him as he appears in
his portrayal of Moses, prophet, lawgiver,
and Voice of God in Paramount's "The
Ten Commandments." The painting went
on exhibition at Wilshire Methodist
Church during National Art Week, November
1 to 8.
BOXOFFICE :
: November 3, 1956
W-3

'Giant' Dominating
Angeleno Picture
LOS ANGELES—Probably for the next
severaJ weeks it will be standard procedure
to report that "Giant," paralleling its performance
throughout the country, is packing
Grauman's Chinese, the local showcase in
which it is enjoying its first run. During the
second stanza of its booking there, the picture
recorded a solid 400 per cent of average
business, which is made all the more impressive
because average at the Chinese is
not to be sneezed at.
Among the opening offerings, "The Brave
One" was the one to watch, inasmuch as It
q If your seats allow patrons
to enjoy themselves in complete
"living room" comfort . . .
chances are — they are
^utemntionaf!
Write, wire or phone —
Intermountain Theater Supply Co.,
264 East First South,
Salt Lake City 1, Utah
Phone: 4-7821
or
^ntematlonafsEAT division of
UNION CITY BODY CO., INC.
Union City, Indiana
did twice as much business as is
usually the
lot of the Four Star.
Two holdovers, "Lust for Life" and "War
and Peace" maintained their impressive
pace, the former with 160 in its sixth week,
the latter with 155 during its tenth frame.
(Average Is 100)
Chinese Giant (WB), 2nd wk 400
Downtown Poromount Swamp Women (ARC);
Gunslinger (ARC) 85
Egyptian, United Artists Oklohoma! (Magna),
50th wk 70
Fine Arts Lust for Life (MGM), 6th wk 160
Four Star The Brore One (RKO) 200
Fox Wilshire The Bad Seed (WB), 9th wk 55
Hiilstreet, Iris, Wiltern The Killers (U-l), reissue;
The Sleeping City (U-l), reissue 80
Hollywood, Orpheum, Uptown Attack! (UA);
Thunder Over Arizona (Rep), 2nd wk 75
Pontages Tea and Sympathy (MGM), 4th wk... 85
Poromount Hollywood- War and Peace (Para),
lOth wk 155
Warners Beverly The Solid Gold Cadilloc (Col),
1 0th wk 65
Warners Downtown, EI Rey, Vogue Odongo (Col);
Reprisal! (Col) 65
Warners Hollywood Cineromo Holiday (Cinerama),
50th wk 95
'War and Peace' Packs Denham
To Score 250 in Denver
DENVER—"War and Peace" packed the
Denham to near capacity, and held over. The
film is being shown three times daily with
four shows Saturdays and Sundays. "Oklahoma!"
continued to nearly fill the Tabor
and went into its third week. Other films
holding included "Between Heaven and Hell"
at the Centre and "House of Ricordi" at the
Vogue.
Aladdin Private's Progress (DCA) 90
Centre Between Heaven and Hell (20th-Fox) . ... 100
Denham War and Peace (Para) 250
Denver—The Solid Gold Cadilloc (Col); Cha-Cha-
Cha Boom! (Col), 2nd wk 65
Orpheum Back From Eternity (RKO); Finger of
Guilt (SR) 90
Paramount The Unguarded Moment (U-l); Showdown
ot Abilene (U-l) 1 40
Tabor Oklahoma! (Magna), 2nd wk 1 60
Vogue The House of Ricordi (Monson) 110
'Cadillac'
and 'War' Tie
For Honors in Frisco
SAN FRANCISCO—Two first run films
tied for honors with 150 per cent for the
week. The opening of "The Solid Gold
Cadillac" at the Paramount and the third
week of "War and Peace" at the St. Francis
were the town's leaders.
Fox—Toward the Unknown (WB), 2nd wk 110
Golden Gate Back From Eternity (RKO); Showdown
at Abilene (U-l) 95
Paramount The Solid Gold Cadillac (Col) 150
St. Francis War and Peace (Pora), 3rd wk 150
United Artists The First Texan (AA); Hold Back
the Night (AA) 1 00
'War and Peace' Continue
As Seattle's Best Draw
SEATTLE—"War and Peace" at
the Fifth
Avenue Theatre chalked 120 per cent at the
end of its second week, while "Lust for Life"
at the Music Box held 100 per cent in its
third week. "The Opposite Sex" at the Music
Hall pulled 105 per cent as a new offering.
Coliseum .Teenage Rebel (20th-Fox); The White
Squaw (Col) 60
Fifth Avenue -War and Peace (Para), 2nd wk...l20
Music Box Lust for Life (MGM), 3rd wk 100
Music Hall The Opposite Sex (MGM) 105
Orpheum The Unguarded Moment (U-l) 90
Solid Grosses in Portland;
'War,' 'Fantasia' Rate 200
PORTLAND—"War and Peace" at the
Paramount and "Fantasia" at the Guild tied
for top city honors with 200 per cent. It was
the opening week for "War and Peace."
Broadway The Opposite Sex (MGM), 2nd wk.. . .140
Fox—The Solid Gold Cadillac (Col), 3rd wk 115
Guild— Fantasia (BV), 5th wk 200
Liberty—The Bon (UA) 100
Orpheum—Hot Rod Girl (AlP); Girli In Prinn
(AlP) 165
Paranwunt—War and Peace (Para) 200
DENVER
^harles Giimour, president of Gibraltar
Theatres, and Mrs. Giimour are vacationing
in California . . . Frank Jenkins, MGM
publicity man, went to Salt Lake City on
business.
Claude Newell, MGM booker, got a twopoint
buck on his hunting trip . . . George
Tucker sr., buyer and booker for Albuquerque
Theatres, and son George jr. went deer
hunting. The son got a nice six-point buck.
George sr. went along for the ride . . . The
Vogue, Littleton, Colo., is operating three
days a week.
The local Allied Artists exchange won second
in its division in the March of Progress
sales drive, which meant $500 for Manager
Jack Felix and a week's salary for salesmen
Robert Ryan and Larry Doyle and booker
John Pietrantonio . . . Jeanette Kavanaugh,
MGM cashier, went to Greeley, Neb., on her
vacation . . . Helen Engstrom, cashier at Allied
Artists, is resigning and returning to
Milwaukee.
man-
Jesse Chinich, western division sales
ager for Beuna Vista, was in for conferences
with Marvin Goldfarb, district supervisor . . .
Robert Quinn, Warner Bros, publicist, spent
five weeks in Hollywood working on the
world premiere of "Giant" at Grauman's
Chinese.
Ted Halmi, who is doing publicity work on
Allied Artists "Friendly Persuasion," arranged
to have some signs in the crowd that
greeted Eisenhower at the airport here. ITie
wording on the signs was: "We Like Ike's
'Friendly Persuasion.'
Wolfberg Theatres has closed four of its
six Denver drive-ins, the North, East, West,
South, leaving the Monaco and Valley open
for the winter. Also operating during the
winter will be the Lakeshore and the Evans
. . . Mrs. Thelma Graves, wife of Claude
Graves, a partner in the Flatirons, Boulder,
Colo., returned to the General Rose Hospital
to undergo another operation.
Duke Dunbar, former secretary of the Denver
Film Board of Trade, attorney general,
is running for his fourth term. He is running
on the Republican ticket . . . Theatre
folk seen on Filmrow included Delbert
Stewart, Torrington, Wyo.; Dave Edwards,
Salt Lake City; Mr. and Mrs. Ervin Brownell,
Sutherland, Neb.: Mike Joseph, San Luis,
Colo., and A. F. and Robert Kehr, Ogallala,
Neb.
Site of Former Airer Sold
SAN FRANCISCO, CALIF.—Sale of 13 acres
of industrial property at Spruce and South
Canal streets in South San Francisco for
$300,000 has been announced here. The
property, formerly the Starlite Theatre, was
purchased by Hart and Hynding, Inc., general
contractors, and Edward Rosemont. The
purchasers announced that the land will be
subdivided into Industrial parcels.
Arkansan Buys at Broadus
BROADUS, MONT.—Leonard Saye of Little
Rock, Ark., has purchased the Ashland Theatre
from his father-in-law, Carl Schaffer.
Saye Is a well known rodeo rider and roper.
W^ BOXOFFICE : : November 3, 1956

Mr. and Mrs. E. C. Afseth
Buy at Bonners Ferry. Ida.
BONNERS FERRY, IDA—Mr. and Mrs.
E. C. Afseth of Red Lake Palls, Minn., have
purchased the Rex Theatre here from Mrs.
Cerise Casey and Walter Casey jr. The theatre
had been closed on May 19, during the
high water emergency, and had not reopened.
The Afseths are experienced theatre operators
and owned a theatre in Red Lake
Palls for six years before selling the property
recently. Operation of the theatre here will
be a family project, with Mr. and Mrs. Afseth
nanaging, assisted by their daughters, Judy,
„ high school, and Jill, in the 8th grade.
The Rex will offer three program changes
^ week and will be open seven days a week.
Mseth said he expects to do some redecoratag
and interior work before the formal
pening of the theatre, although the house is
ready in operation.
HOENIX
antasia" has had such large crowds of
youngsters at the Palms Theatre on
-ifeekends that this last week on Friday and
Saturday, Harold Stetson, manager, ran additional
matinees at 10 and 12:23. There was
no school Friday, so this enabled more chUdren
to see the fUm. Many children previously
had to be turned away, and a doorman
was stationed on the curb to advise
parents driving up in cars not to leave their
children.
Russell Hayden and the American Broadcasting
Co. will film scenes for a series of
39 half-hour television shows at Sedona.
Background scenes for 26 Men, a documentary
series on the Arizona Rangers, will be
shot there. Hayden said he has rented the
sound stage at Sedona from C. J. Smith jr.
and is making some improvements to it.
Eventually, he hopes to build an entire
western street. Hayden wiU produce and
Reg Brown will direct. The shooting schedule
will call for three days for each film, which
will be produced on a low budget of approximately
$20,000 per film.
The Vista Theatre will have the American
premiere of the French film, "Frou Frou."
National Theatres has taken the American
rights on it and will use the local theatre to
showcase it to decide upon a promotion and
ad campaign. All dialog has been dubbed in
English and it is the first Cinemascope film
made on the continent.
Aid Sinai Benefit
HOLLYWOOD—Kelly Brown and Larri
Thomas, who are in RKO's "The Girl Most
Likely," appeared Tuesday (30) night at the
Beverly Hilton Hotel for the Mount Sinai
Hospital benefit, being sponsored by the Motion
Picture Designers Guild. Miss Thomas
and Brown were to dance for the affair in
the costumes designed for them by Renie for
"The Girl Most Likely."
LOS ANGELES
nt the Los Angeles Motion Picture Salesmen's
seventh annual dinner dance
Saturday (21) in the Ambassador Hotel ballroom,
Joe Pasternak was presented with a
plaque, honoring him for "creating and producing
the easiest-to-sell motion pictures."
Approved by the Theatre Authority, the event
is held every year to raise funds for the
LAMPS relief fund. With Jane Powell presiding
as queen. Bill Ballance emceed the
show portion of the program. Jerry Persell
was chairman of the invitational affair,
which was attended by approximately 350
persons, including Cyd Charisse, last year's
queen Anna Maria Alberghetti, Mr. and Mrs.
Dean Martin, Mr. and Mrs. Sammy Cahn and
Kipp Hamilton.
H. H. Greenblatt, western sales manager
for RKO, arrived to confer with western
district manager Herb Mclntyre regarding
progress of the Dan O'Shea sales drive.
Winners thus far in the drawings, which are
part of the drive, were Ken Derby, Sero
Amusement Co., and Harry Rackin, Exhibitors
Service Co., each of whom was given an allexpense-paid
trip to Las Vegas; Manny
Peldstein, Dietrich-Feldstein, who won a
portable television set, and Jack Goldberg,
Aladdin Theatres, who came up with dinner
for two at the Bit of Sweden.
The Pan Pacific Theatre has been acquired
by Milt Lefton, who owns the Oriental, Congress
and Gordon . . . Hank Hoffman of
Columbia's home office planed out to supervise
moving of the company's local exchange
into its new building on 21st street . . . Buena
Vista is now headquartered in the Sonney
building . . . Harry Thomas' Continental Pictures
has moved to new offices on Cordova
street . . . Stanley Livingston has been made
manager of the Roxy in Glendale . . . Rushing
the season. National Screen Service has
adorned its premises with Christmas and New
Year's posters.
Lippert film buyer Charles Maestri is down
from San Francisco, booking and buying . . .
Jack Sherriff, Kranz-Levin salesman, flew to
Phoenix on business . . . United Artists salesman
Jack "Scottie" Finlay has returned from
his San Diego trip.
After a successful hunting trip, Bill Heineman,
UA vice-president, and Jim Velde, UA
general sales manager, are back in their
offices . . . Harold Greene, branch manager
for Columbia, is bedded with virus . . . Milt
Frankel, Favorite Films, Is vacationing . . .
Cora Pringle, PBX operator at National
Screen Service, planned to be married to
Charles Scott HoUenbeck in Virginia City,
Nev., on Saturday (3) . . . U-I salesman Al
Bowman is sporting a Gobel-type crew cut.
Naish in World War I Story
HOLLYWOOD—J. Carrol Naish has been
cast by Warner Bros, in "Lafayette EscadriUe."
LA Council Adopts Plea
On 'Friendly Persuasion'
HOLLYWOOD—The Los Angeles city
council passed a resolution urging the people
to embrace the principles of friendly persuasion
during the week of November 1. Action
was stimulated by Allied Artists' film,
"Friendly Persuasion," which is scheduled to
bow at the Fox-WUshire Theatre on
make its
Tuesday (30). A copy of the resolution was
presented to actress Nancy Hale, who has
been aiding exploitation as "Miss Friendly
Persuasion."
Dick Ballard Is Promoted
CENTRALIA, WASH. — Dick Ballard,
former manager of the B. F. Shearer Roxy
Theatre in Everett, has been transferred to
the Twin Cities to manage both the Fox and
Chehalis theatres. Shearer announced here.
Ballard will replace Dewey Smith, former
Chehalis Theatre manager, who will assume
managership of the Shearer Theatre in
Everett and William Evans, former manager
of the Fox, who has retired.
Screenplay 'Why Was I Bom?"
HOLLYWOOD — Allan Scott has joined
Stephen Longstreet in collaborating on the
screenplay for Warner Bros.'s "Why Was I
Bom?" the story of Helen Morgan. Michael
Curtiz wiU direct the film and Richard Whorf
produce.
To Work on 'Outlaw's Code'
HOLLYWOOD—David Harmon has been
signed by U-I to work on the screenplay of
"Outlaw's Code," based on Evan Evans' novel
purchased several months ago. Picture will
be produced by Howard Christie.
Michael Kidd to Pilot 'Andrew'
HOLLYWOOD—Producer Sol C. Siegel has
signed Michael Kidd to direct "Merry
Andrew" for MGM. It will be the choreographer's
first piloting job.
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BOXOFFICE
: : November 3, 1956
Large Core
Greater Crater Area
means
MAXIMUM LIGHT
Evenly D'ntributed
in Woihington— B. F. SHEARER Co., Seottle—Eliot 8247
inColif.—B. F. SHEARER Co., Son Franeiseo---Underhill I-"'*
B. F. SHEARER Co., Lo« Angeles— Republic 3-1145
in Utoh—WYCOFF Co., Inc., Salt Lake City—4-1835
WESTERN SOUND & EQUIPMENT Co., 2M Eost 1ft South Mh
Salt Lake City, Utah—3-W74
in Oregon—B. F. SHEARER Co.. Portland—Atwoter 7543
W-5

SAN FRANCISCO
Oale of 13 acres of industrial property, formerly
the Starlite Drive-In in south San
Francisco, was purchased by Hart & Hynding,
Inc., of San Francisco for a reported
$300,000. The land will be subdivided into
industrial parcels . . . Rodda Harvey, manager
of the Motor-In, Visalia, says that Bill
Larcombe, Malta, Mont., is working with
him at the local theatre to learn the operational
procedure of drive-ins. Larcombe, who
operates two theatres in Montana, will remain
in Visalia for a few months before leaving
for San Francisco, where he will study
office management at the headquarters of
Westland Theatres.
Robert W. Kunce has been appointed house
manager of the Cinerama Theatre in Dallas,
Tex. Kunce, who has been house manager of
the Fox in San Francisco since 1951, interrupted
by two years service in the Army,
started as assistant manager under Herman
Kersken and subsequently Fay Reeder, present
managing director . . . The Rialto Theatre
in Oakland was closed after two fights
reduced the ranks of the defending forces.
The first brawl resulted in the knocking
down of an officer who was attacked by about
13 teenagers. The officer, who was investigating
a disturbance in the lobby, was treated
at the Merritt Hospital where he received
seven stitches from a cut lip. Later in the
evening. Assistant Manager Frank Prado was
beaten up by seven youths after he warned
one of them to keep quiet. Following the
second incident, the theatre was closed.
Mr. and Mrs. Jay AUen of Ukiah were
OLD
YOUR
It
has been proven that

Thoroughly Remodeled Pix
Opens in Smelterville
SMELTERVILLE, IDA. — Pat Metzgar,
owner of Pat's Auto View Drive-In and the
Pix Theatre here, has completed plans to
reopen the Pix, which was closed during the
summer months for remodeling. The theatre
now is "new inside and out," Metzgar
said. The building has a new marble front
and the boxoffice also is new. It now is
located inside the theatre in the outer lobby,
allowing patrons protection from the weather
while purchasing tickets.
The concession area is new throughout.
le auditorium has been completely redone
rlth new draperies and lighting effects and
decorated with murals depicting the two
lain industries in the community, mining
id logging. The adjacent cry room also has
een remodeled.
An entirely new heating system has been
stalled, Metzgar said, and the theatre's
Dund system and projection equipment is
breast of the latest technical developments.
"Metzgar said the Pix will continue its policy
of offering films suitable for the entire family.
Changes
Title
"The Lonesome Gun" (20th-Fox) to BAD-
LANDS OF MONTANA.
m'The Man From Abilene" (20th-Fox) to
EST OF ABILENE.
'Crime Beneath the Sea" (AIRC) to UN-
DERWATER GIRL.
"The 'White -Witch" (AIP) to VOODOO
OMAN.
"Girls on Motorcycles" (AIRC) to MOTOR-
CYCLE GIRLS.
To Direct 'Man on Fire'
HOLLYWOOD—Ronald MacDougal, who
wrote the screenplay for "Man on Fire," has
been named by Producer Sol C. Siegel to
direct the film as well. With Bing Crosby
heading the cast, production will begin at
MGM December 1.
U-I Signs Rod McKuen
HOLL"YWOOD—Rod McKuen has been
signed to a long exclusive contract by U-I.
He played a principal role in "Rock, Pretty
Baby."
Charles Brackett to Speak
HOLLYWOOD—Charles Brackett, 20th-Fox
producer, was invited to address approximately
100 domestic relations counsellors,
juvenile judges, newspaper, law enforcement,
educational, clergy and social leaders on
Thursday (1) night at the studio. Following
his message, the group was scheduled to attend
a special screening of Brackett's latest
Cinemascope film "Teenage Rebel."
Jeanne Cagney to U-I
HOLLYWOOD—Jeanne Cagney, Jimmy's
sister, has been signed by U-I for "The Man
of a Thousand Faces," life story of Lon
Chaney in which Cagney will portray the
title
role.
SPG Committee to Meet
HOLLYWOOD—Screen Producers Guild
aims and objectives committee, with Frank
P. Rosenberg as chairman is scheduled to
meet Monday, November 5.
PORTLAND
l^/Trs. J. J. Parker, president of Parker Theatres
in Oregon, opened "Oklahoma!" at
her de luxe downtown Broadway after a
week's closure to permit installation of Todd-
AO projectors, sound and screen. The boxoffice
under guidance of Herb Royster,
veteran Northwest theatreman, is open daily
from 10 a.m. An intensive university, high
school and grade school campaign is underway
with special emphasis on group sales
thi'oughout Oregon.
With Cinerama in its third month at the
Paramount Theatre in Seattle, Warren Schee,
public relations director for the theatre, was
here ai-ranging for group attendance. The
Oregon Railroad Association will sponsor a
special train to Seattle to see Cinerama. The
same group last May took 1,300 raUroad fans
to Wishram, Wash., about a 100-mile trip on
the Spokane, Portland & Seattle line up the
scenic Columbia river. The Cinerama trip
will include transportation to and from
Seattle's Union station and the theatre
tickets. A special bulletin wiU go to all
members announcing the date in mid-November.
MGM's "Lust for Life" was scheduled to
start an extended run at the Guild Theatre
November 6. Special school promotion is
under way, advises Nancy Welch. Tie-ups
have been arranged with Gill's, a leading
book and art store here. A Van Gogh painting
exhibit is planned for the Guild lobby
. . . Both motion picture editors on the
Oregonian and the Oregon Journal went
to Seattle Friday (2) to attend a performance
of "Oklahoma!" with Parker's executive assistant
Thomas Walsh and Manager Herb
Royster.
. . .
Jesse Jones of Jesse Jones Theatres returned
from a hunting and fishing jaunt
into eastern Oregon . . . Pacific-International
Exposition, which closed an eight-day run in
the North Portland livestock pavilion played
to 61,000 persons despite continuous rain
The P-I featured a livestock show and
for entertainment such headline acts as Hal
Sands' Rockets, a 24-girl chorus line; Tippy
and Cobina, a chimpanzee act; Rufe Davis
and Larry Griswald, the Ed Sullivan Show
trampoline headliner. Lovely Ann Davis,
NBC-TV vocalist and former motion picture
actress, was MC. The Al Learman-Mel
^r*^^ d r a p e r I e
by Shearco
Melvln combination booked the show. Learman
brings in name acts for leading industrial
shows here and Melvin, who recently
joined the Learman organization, is a veteran
California showman.
Oscar Nyberg, Fox-Evergreen district manager,
obtained the aid of the Multnomah Hot
Rod club in promoting "Hot Rod Girl." The
club is fighting for a drag-strip in Multnomah
County. Nyberg avoided the political angle,
since the local campaign is now in full swing.
Nevertheless, he received full support of the
group which packed the Orpheum Theatre
Saturday (27) for the combination which
included "Hot Rod Girl" and "Girls in
Prison."
Joel Freeman Associate
HOLL^YWOOD-At MGM, Joel Freeman,
who most recently served as assistant director
on "Something of Value," has been
made associate producer to Morton Pine and
David Friedkin on their forthcoming schedule
of films, the first of which will be "Prisoner
in Paradise."
Two Inked for
'Zombies' Cast
HOLLYWOOD—Allison Hayes has been
signed for the feminine lead and Autumn
Russell inked for a featured role in "The
Zombies of Mora Tau," which Sam Katzman
is producing for Columbia.
Roughnecks' in Four Theatres
LOS ANGELES—Allied Artists' "Magnificent
Roughnecks" opened in four Los Angeles
theatres on Friday (26), the Los Angeles,
Loyola, Fox Hollywood and the Ritz.
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BOXOFFICE November 3, 1956 W-7

CONGRATULATIONS on Your 15th Anniversary
May 1st marked the Fifteenth Anniversary of the introduction
of the Series E Savings Bonds. In a deeper
sense it was your anniversary, because you, in 1941,
helped to initiate and build a thrift movement new to
America—The Payroll Savings Plan for the purchase of
Series E Bonds.
In the intervening years millions of mc.i and women
have invested billions of dollars in Series E Bonds
through the Payroll Savings Plan.
Today, forty million Americans hold Series E and
Series H Bonds ( the H Bond was introduced in 1952
with a cash value of more than $40 billion— a reservoir
of future purchasing power. In addition, Savings Bonds
have paid for college educations, new homes, retirements
and other family needs.
To the executives of more than 40,000 companies that
have the Payroll Savings Plan ... the 8,000,000 employed
men and women who invest $160 million per
month in Series E Bonds . . . the publishers of 500 business
papers and the managements of radio, television
and other media who give freely of their space . . . the
Advertising Council . . . the advertising agencies who
contribute their skills ... to all of you who have had a
part in the success of the Payroll Savings Plan, the
United States Treasury offers its heartfelt thanks.
BOXOFFICE
W-8 BOXOFFICE : : November 3, 1966

200 Diners Expecled Columbia Marks C D. Hill's 25 Years
At Colosseum Parly
ST. LOUIS—Some 200 men and women are
expected to attend the banquet Saturday (10)
night which will be the chief social feature
of the annual meeting of the Colosseum of
Motion Picture Salesmen of America to be
held at the Kingsway Hotel here.
Tom Edwards, Eldon, Mo., past president
of Missouri-Illinois Theatre Owners, will be
master of ceremonies. H. Wayne Bateman,
Los Angeles and North Hollywood, national
president of the Colosseum, will preside.
The executive committee of the Colosseum
jwill meet at the Kingsway the afternoon of
November 9 to decide on final details of
tie agenda for the business session the fol-
Bwing day.
Other national officers who will attend are
. Gordon Bugie, vice-president, Albany,
Y.; Dave Chapman, Milwaukee, secretary;
fEdgar E. Schinn, New Orleans, treasurer, and
David B. Bartell, Milwaukee, general counsel.
Delegates of Loge 19, the host organization,
will be George Cohn, Columbia, and Bob
Lightfoot, Allied Artists. Alternate is Lou
Ratz, RKO.
The opening business session will be about
9 a.m. Saturday. There will be a break for
luncheon at noon, with the business session
to resume immediately after the luncheon.
If necessary, there will be a third business
session Sunday morning. From 6 to 7:30 p.m.
Saturday there will be a cocktail party hosted
by Coca-Cola.
George H. Ware, retired, assistant secretarytreasurer
of Loge 19, heads the local committee
in charge of arrangements.
Litchfield, 111., Capitol
To Fulltime Operation
LITCHFIELD, ILL.—The Capitol Theatre
here has resumed its full-week basis of operations
following the recent closing of the
Sky-View Drive-In. Both are owned and
operated by the Frisina Amusement Co.,
Springfield, 111. During the period that the
Capitol operated on a parttime schedule, a
number of Improvements were made to the
house.
Russell Hogue, city manager for Frisina,
said new carpeting was installed in the foyer
and on the stairs, the marquee was repainted,
seats were repaired and cleaned and the
house was given a complete cleaning. In
addition, a 45-ton air conditioning system
was installed. Other improvements to be
made without interfering with operation of
the house include new carpet down the four
aisles, installation of a recessed refreshments
stand in the foyer, moving the concession
stand from the lobby and redecoration of
the foyer.
Af Rube Jackfer Drive Kickoff
ST. LOUIS—Representatives from more
than half of the theatres in this film trade
area attended a luncheon in the Park Plaza
Hotel here last week (24), which marked the
local kickoff of Columbia's Hey Rube! sales
drive honoring Rube Jackter, assistant general
sales manager.
The luncheon also had an extra surprise
the presentation to Clarence D. HUl, manager
of the St. Louis branch, of a beautiful silver
punch bowl on behalf of A. Montague, vicepresident
and general sales manager. The
engraving read: "To Clarence Hill, whose 25
years of loyalty and service have contributed
in good measure to the success of our company."
Carl Shalit, Detroit, district manager,
opened the program for the local kickoff,
which started November 1, Jackter then
spoke briefly, outlining his interesting career
since he started in the business as an errand
boy for Jesse Lasky. He joined Columbia
when it was known as C-B-C, C!ohn, Bryant
and (Dohn. Early in his career he sold Screen
Snapshots and helped with the news cameras.
He recalled that the name "Columbia Kctures"
was bom in St. Louis when C-B-C
purchased the St. Louis territorial franchise
rights of the late Barney Rosenthal and Nat
Steinberg, including the Columbia tradename
about 1928.
Jackter described himself as "just a boy
who grew up in this business." Referring to
Harry Cohn and other Columbia executives
as "my associates" he explained that is how
the company operates—different from the
"boss and worker" formula of some industries.
He recalled that presently there are three
former exchange managers and six film salesmen
for Columbia who are drawing life
pensions.
He said people in the film industry should
"get excited" about their good pictures as the
pioneers in exhibition did. "Get excited about
anything and you'll get results," he said. He
then outlined some of the forthcoming pro-
Kansas-Missouri Ass'ns
To Hold Board Meetings
KANSAS CITY—Both exhibitor
organizations
will hold board meetings the week of
November 11-17. The Kansas-Missouri Allied
ITO, of which Beverly Miller is president,
will meet at its offices on Tuesday.
The Kansas-Missouri Theatre Ass'n, of
which Don Burnett of Lamed is president,
will meet Wednesday in its offices. A buffet
luncheon will be served there prior to the
meeting.
OFF TO HAWAn—Winis
and Maisle
Shaffer of Hutchinson axe shown with
Captain Glen Zelldorf of United Airlines
as they boarded the plane for a two-week
trip to Hawaii as a prize which Shaffer
won as Rhoden Weeks winner for National
Theatres in its Fox Midwest division.
Other division winners Joined the
conple in Los Angeles.

BOXOFFICE Writer Makes Record
On National Election Forecasts
David Barrett,
correspondent at St.
Louis for BOXOFFICE and its predecessor,
the Reel Journal, for 35 years,
has built up quite a following on Filmrow
there and in other circles as a
political prognosticator. Using what he
discloses is a family formula for evaluating
political statistics, including the
rash of polls, Barrett points to an unbroken
record of successful presidential
election forecasts by him and
his father dating back to 1880.
His conclusions arid figures on the
Stevenson-Eisenhower race are presented
to BOXOFFICE readers as an
interesting sidelight of the political
campaign. As correspondent Barrett
points out, unanticipated major events
in the homestretch call off all predictions.
By DAVID P. BARRETT
ST. LOUIS—Harold E. Stassen is the
squelched man of this presidential campaign
but the recollection of his sage advice, which
they disregarded, may haunt and taunt Republican
party chieftains so long as the
GOP exists.
As the race for a four-year term in the
White House makes the last turn and heads
into the homestretch. President Eisenhower,
heavily handicapped by having Dick Nixon
on the ticket and Tom Dewey too prominent
in the background, must come from belynd
if he is to win again. Not since the Battle
of the Bulge has Eisenhower faced so serious
a combat situation. He was the general of
a glorious victory in that one, with the aid
of Blood and Guts and Monty, but neither,
of course, is with him in this political campaign.
Back on September 1, which was prior to
the Maine elections, I disagreed with the
widespread feeling that this year's race was
a "breeze for Ike," and in a story sent to a
number of my client publications, I took the
position that it was a "horse race."
On the assumption that some 6,000,000
more votes will be cast for president this
year than in 1952, through the application of
a family formula for calculating the probable
outcome of political races prior to the actual
voting, I have found the Indicated division
of votes between President Eisenhower and
former governor Adlai Stevenson of Illinois
to be as follows:
Eisenhower Stevenson
September 1 33,678,283 33,460,580
October 5 32,491,690 34,747,173
October 20 32,015,764 35,223,099
Of course, I must go on the assumption that
the various statistics which I have evaluated,
using a formula that hasn't missed a presidential
election since 1880, were efficiently
assembled and properly presented.
It must be remembered that the greater
portion of Stevenson's October 20 lead in
popular votes comes from the south which
appears to be solidly for the Democratic ticket
again this year, although there are some
factors that still hold out an indication that
Oklahoma, Kentucky, Florida and Virginia
may go for Ike.
As of October 20 the race was still very
much open so far as electorial votes were
concerned. As of that date states that could
be placed in the Republican column appeared
to be: Colorado, Idaho, Iowa, Kansas, Maine,
Nebraska, New Hampshire, North Dakota,
Oregon, South Dakota, Utah, Vermont, Wisconsin
and Wyoming with a total of 79
electoral votes.
States in the Democratic column appeared
to be : Alabama, Arkansas, Connecticut, Dela-
FOX MIDWESTERS AT HXJTCraNSON—Fred Souttar-s district three meeting:
held last Wednesday (24) In Hutchinson shows, seated left to right: Darrel Presnell,
booker; James Martin, Salina (Showman of the Drive) ; Richard Brous, FMW president;
Charles Shafer, treasurer. Standing: Ray Monzingo, Dodge City; C. C. Murray,
Wichita manager; George Cornwall, Wichita Uptown; Zeb Pniner, Wichita Theatre;
Paul Amlck, relief manager; Bill Haas, Wichita Boulevard; Clyde Crump, Wichita
Orpheum; Bill Rector, Salina Strand; Buddy Brown, Wichita Miller; Bob Peck,
Wichita advertising manager; Jim Mllspaugh, El Dorado; LeRoy Nichols, Wellington;
Mike Lehman, Newton; "Rocky" Rockhold, Winfield; Bill Welton, Arkansas City;
Willis Shaffer, Hutchinson; Ed Dorrel, Emporia; Charles Reed, Hayes and Dennis
Montec, Liberal.
1
ware, Florida, Georgia, Illinois, Kentucky,
Louisiana, Massachusetts, Mississippi, Missouri,
North Carolina, Oklahoma, Rhode Island,
South Carolina, Teimessee, Texas,
Virginia and West Virginia, or a total of 225
electoral votes.
The doubtful states, therefore the battleground
in the final 17 days of the campaign
were: Arizona, California, Indiana, Maryland,
Michigan, Minnesota, Montana, Nevada,
New Jersey, New Mexico, New York, Ohio,
Pennsylvania and Washington, with a total
of 227 electoral votes. A candidate needs 266
electoral votes to be elected, unless the race
should be thrown into Congress.
The task confronting President Eisenhower
is a tough one but more than one presidential
race has been decided in the final days of
a campaign. Wendell Willkie was leading in
the popular vote by more than 1,000,000 as
President Pi-anklin Delano Roosevelt started
his final talk at Cleveland the Saturday night
before the election. The appeal, "I will not
send your boys into a foreign war," won upwards
of 3,000,000 votes for him and Roosevelt
beat Willkie, 27,245,422 to 22,333,801.
"He kept us out of war" was the appeal that
won the women of the west for Wilson in 1916
and he stayed in the White House another
four years. In that race my pre-election calculations
missed on two states and Wilson's
electoral vote total by two votes.
This year, as we are in the home stretch,
the H-bomb tests question, Suez and the revolts
against the Russian Reds in Poland and
Hungary are all matters of major proportions
and any one of them could sway voters tremendously.
No one at this moment could
determine accurately the end results at the
polls. A landslide either way could easily
develop. Women especially are won by purely
emotional appeals. No man should pretend
to know women, either one or several millions.
Unlike Orson Welles I don't use magic
in trying to figure election outcomes.
Here in a St. Louis precinct checks made
by Republican workers and organizations
friendly to President Eisenhower, including
a newspaper, indicate that Stevenson may
carry St. Louis by 100,000 and even St. Louis
County from 10,000 to 15,000, and that President
Eisenhower is losing much of his
strength outstate. This data would indicate
Stevenson carrying Missouri 1,073,744 to
815,515. Harry Truman beat Tom Dewey
917,315 to 655,039. Some of the same sources
have reported Eisenhower's votes falling off
up to 17.9 per cent in southern Illinois, normally
heavily Republican.
Four years ago in my final pre-election
prediction sent to clients on the Saturday
before the election, my calculations indicated
Ike would carry 38 states with 431 electoral
votes and roll up 33,815,590 votes to 27,267,485
for Stevenson. The final official figures
showed: 39 states and 442 electoral votes for
Ike, with the popular votes divided: 33,927,547
for Ike and 27,311,316 for Stevenson.
CAP Benefit at Drive-In
DANVILLE, ILL. — Owner Jack Butler
turned the Skyway Drive-In over to Group
9, Civil Air Patrol, on a recent Friday night
for a benefit show. Three aviation pictures
were shown at regular admission prices and
the proceeds were turned over to the CAP
to be used in its cadet flight training program
and for the upkeep of aircraft. Butler
himself is a member of the local patrol.
Irving Wallace is preparing the screenplay
for Warners' "Bombers B-52."
C.2 BOXOFFICE :
: November 3, 1966

Joe Feld Is Retiring;
Feted by Industry
ST. LOUIS—Tommy James, St.
Louis theatre
owner and chairman of the board of
Missouri-Illinois TTieatre Owners, was toastmaster
of a delightful testimonial luncheon
in honor of Joe Feld, retired circuit sales and
assistant St. Louis manager for 20th-Fox at
the Sheraton Hotel here.
Feld, who recently reached retirement age
after 38 years with the Fox organization, was
given a scroll signed by his industry friends.
AMONG FIRST PLANS
James pointed out that 20th-Fox, under
tie guidance of "our fellow St. Louisian,
pyros P. Skouras," was among the first in
He industry to adopt the retirement plan,
ad that under it, "Our Joe will be able to
njoy the blessed age with greater ease and
onfidence."
He introduced Mrs. Feld and son Martin
eld and his wife. Feld has five other sons,
Joseph B. jr., who is in Los Angeles; Walter,
so of Los Angeles; Father Nobert Feld, in
iie Fiji Islands; Brother Eugene, Society of
lary Order, in San Antonio, Tex., and
iichard of Cape Girardeau and a daughter,
rs. Mike Hart.
James also introduced Thomas E. Dunn,
lormerly of New Orleans, who has assumed
^new duties as local U-I manager, succeeding
Harry Hynes, who retired October 19; R. N.
Wilkinson, western district manager, U-I,
here to install Dunn as local manager;
W. Patterson, who is in show business in San
Francisco, and Jack O'Laughlin, another visiting
showman.
George Ware, retired 20th-Fox salesman,
spoke briefly on plans for the annual convention
of the Colosseum of Motion Picture
Salesmen of America here November 9-11.
He invited all present to attend the luncheon
on Saturday (10) and the convention dinner
that night at which Tom Edwards of Eldon,
Mo., will be toastmaster.
TELEGRAMS READ
James read telegrams of congratulations
from Harry Miller, Festus, Mo., who was on
a business trip to Chicago; William E. Horsefield,
Morganfield, Ky.; George Karsch,
Farmington, Mo.: Moe Levy, Minneapolis,
20th-Fox district manager, and William C.
Gehring, vice-president and assistant to
Spyros P. Skouras.
L. J. WiUiams, Union, Mo., president of
MITO and onetime salesman for the old
Fox Film Corp., paid tribute to Feld, saying,
"He is held in the highest regard by his
company, his customers and all fortunate to
know him."
Mrs. Bess Schulter, owner of the Columbia
Theatre here, described Feld as a great guy
who will be difficult to replace.
Carl G. Pierson Dies
KANSAS CITY—Carl G. Pierson, assistant
secretary of the Vendo company, died here
recently at the age of 62. The deceased had
been hospitalized about three weeks ago when
he had a heart attack but the heart condition
had a history of several years. Pierson
had lived in Kansas City all his life and was
associated with his two brothers in the Vendo
company. Elmer F. is chairman of the board
and John T. is president. His wife Esther
and another brother, Fred N., survive him.
AUTRY HOMESICK FOR MOVIE ROLE—Gene Autry told Kansas City friends
who entertained him at the Kansas City Club when he was here for the American
Royal that he is feverishly looking for a good vehicle to make another motion picture.
He feels exhibitors at present are overlooking the importance of building up
kid business and of family-type pictures. Left to right, Mrs. Lon Cox, wife of the
Salina exhibitor who could not leave his duties at the Royal to attend; Mrs. Bob
Withers, Autry, Mrs. Autry, Mrs. Clarence Schultz and Schultz, president of Consolidated
Agencies.
Columbus Airer Installs
Locally Made Heaters
COLUMBUS, IND.—The Columbus Drive-In
here has completed wiring installations for
use of special electric heaters to be placed in
individual cars of patrons. The heaters are
manufactured by Arvin Industries of Columbus,
which has been producing the small
portables since a trial start in 1949. Arvin
now has produced 15,000 of the heaters for
drive-in theatres across the nation. Columbus
will be the smallest Indiana city to have a
drive-in theatre equipped with the heaters.
Tom Thompson, local manager for
Syndicate Theatres, said that the first group
of heaters will be ready for use in the near
future. Ultimately the theatre plans to have
500 heaters available for its 750 car spaces.
Christmas Salute Opens
In Kansas City District
KANSAS CITY—A kickoff meeting for
the
industry's Will Rogers Memorial Hospital at
Saranac Lake, N. Y., was held in the 20th-
Fox screening-room Monday (29) morning.
In the absence of Joe Neger, 20th-Fox manager
and area chairman for the drive, Howard
Kinser, sales manager, presided. He announced
that M. B. Smith, Commonwealth
district manager and director of publicity and
advertising, has replaced Senn Lawler, who
recently retired from Fox Midwest, as exhibition
chairman. Martin Stone was suggested
for, and later accepted, the post as
radio and TV chairman. It was brought out
that greater publicity should be given to the
eligibility for the hospital's services of everyone
in the entertalimient world, and that
members of families are also eligible for the
free tubercular treatment.
Kinser played a tape recording which included
messages by A. Montague, Columbia
vice-president; Sam Rosen, Stanley Warner
vice-president; M. A. Silver, Stanley Warner
sales manager; Charles Feldman, Universal
sales manager, and a grateful patient, Bob
Smith.
It was suggested by Louis Patz, National
Screen Service manager, that this tape be
made available to the various exchanges so
that employes could hear it and be made
to realize the benefits available to
them and their families. Kinser promised to
see that this was done and Arthur Cole, industry
representative, recommended that the
tape be distributed after the current drive for
United Funds was over. Since the drive lasts
until January 15, this was approved. Salesmen
were given packets to give to exhibitors.
RCA IN-CAR
SPEAKERS
NEW LAMPS
and POWER
EQUIPMENT
MID-WEST THEATBE
SUPPLY CO., INC.
INDIANA REPRESENTATIVeA
ED N. HOWE I
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Cincinnati 10, Ohio
CHerry 7724
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BOXOFFICE :
: November
3, 1956 C-3

CHICAGO
f^ecll B. DeMille, currently making a crosscountry
trip in behalf of "The Ten Commandments,"
spent three days here. A highlight
of his visit was a talk before 1,200 members
of the Executives Club of Chicago. E. G.
F^tzgibbons. head of Paramount publicity
here, is handling a heavy schedule of publicity
on the home front prior to the opening at
the McVickers Theatre November 20. Dave
Friedman, who is
taking care of the publicity
in the areas surrounding Chicago, left this
week to set up an advertising schedule in
Detroit, Mich.
Bob Hope visited with friends here over
the weekend. He stopped off between trains
. . . Irwin Joseph of Modern Film Distributors
said that Apex Attractions has been appointed
to handle this company's product in Des
Moines,
. . . Norman
Minneapolis
Pyle,
and Omaha territories
MGM publicist, almost
Theatre Chair Repairing
Upholstering in
Your Theatre
_J FENSIN
SEATING COMPANY
HA 7-0900
1139 So. Wobosh Chicago 5, rilinois
RCA SERVICE COMPANY, INC.
1315 So. Wabash Avenue
Chicago 5, Illinois WAbash 2-0679
Spiro J. Fappas, Alliance Amusement Co.
executive, is father of a new son. Mr. and
Mrs. Pappas have one other child, a daughter
who is now 11 years old . . . Fred Bunkleman
has been welcomed to Filmrow. Formerly
with U-I in Minneapolis, he is now on the
sales staff here . . . Richard Barry has rew^
• We do our own projector repairs and overhauls.
• Guaranteed Service.
• Sun/eys at theatre without obligation.
• Real service, prompt deliveriet.
I
constantly surrounded by beautiful actresses,
this week hosted at a luncheon for Michele
Morgan. Miss Morgan was enroute to Hollywood
in connection with "Harvest Thunder."
While here, she also chatted with Chuck
Teitel of the World Playhouse, where "The
Proud and the Beautiful" had a successful
run. Pyle also took Ann Miller around town
in behalf of "The Opposite Sex," now playing
at the Woods.
The World Playhouse has taken on an aura
of Mexican and Spanish festival color since
the opening of "Bullfight" November 2. Actual
bullfighting scenes are shown for the first
time here, with some of the greatest matadors
in the world participating. Chuck Teitel said
he also has been successful in landing "La
Strada," scheduled to open at the World on
Christmas Day.
Wally Heim, publicity head here for United
Artists, had a busy day Tuesday (30) squiring
Karen Steele around for a series of radio
and TV interviews in connection with "The
Sharkfighters." The film opens at the
Roosevelt November 21 . . . Michael Zlatnik,
candidate for state representative, took over
the Howard Theatre October 27, to give a
party for children of the locality. The entertainment
feature was a free show.
November 20 marks the opening of a group
of films. "TTie Ten Commandments" opens
at the McVickers on a reserved seat policy.
"Love Me Tender," Elvis Presley's first film,
will be launched at the Oriental, with the
possibility that Presley will be here for
personal appearances, and the world premiere
of "Teahouse of the August Moon" is
scheduled to take place at the Woods.
DRESS UP "YOUR LOBBY with
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ABBOn THEATRE EQUIPMENT CO., INC.
1311 So. Wabath Ave. Chicago, III. HArrison 7-7573-4-5-6
signed as manager of the Capitol. He will be
succeeded by Robert Kennedy, formerly manager
of the Ogden. Herb Wheeler of Stanley
Warner Theatres said that at the same time
Richard Kubick was promoted as manager of
the Ogden. Previously Kubick was assistant
at the Capitol.
John Thompson, head of publicity here for
Columbia, hosted Albert R. Broccoli and his
wife Nedra. The two-day visit was occasioned
by advance publicity in connection with
"Odongo" . . . Frank Nardi, who recently
joined the Teitel Film Corp., has been named
Chicago sales manager by Charles Teitel.
"Friendly Persuasion" had an especially
good opening at the United Artists Theatre.
"Crime in the Streets" went into 35 top
theatres November 2 . . . The B&K Norshore
Theatre hopes to find out who in Chicago
comes closest to resembling Elvis Presley by
staging a contest November 9. At that time,
ten outstanding Presley impersonators will
complete for the crown and valuable prizes.
I'he contest is open to any man, boy or girl
of any age who thinks he or she can imitate
Presley . . . The State-Harrison Theatre,
operated by Duane Esper, has had a name
change. It is now known as the Gaiety Theatre.
Two Youths Admit Causing
$5,000 Theatre Damage
PEORIA, ILL.—Two youths, 17 and 18, have
been arrested by police juvenile officers for
the $5,000 vandalism spree at the Beverly
Theatre on a recent Saturday night. Lt.
Willard Koeppel, director of the juvenile
bureau, said both youths signed statements
admitting they slashed and tore the $2,000
motion picture screen, ripped film and overturned
vending machines. The officer
identified the vandals as George Bowen, 18,
and Michael Leach, 17. Bowen is a student
at Peoria High School. Leach, a former
employe of the Beverly Theatre, is now employed
in the warehouse of a downtown department
store. Both youths have previous
arrest records.
Ivy Warren, theatre manager, and Harry
Kolditz, assistant manager, called police
immediately upon discovering the damage at
the theatre. Police found gum and candy
scattered throughout the auditorium. A
storage room at the rear of the building had
been broken into and supplies of gum and
candy taken. Police said the youths face
possible burglary charges for entering the
theatre and possible larceny charges, since
140 packages of gum were taken from a
vending machine.
A wristwatch belonging to
Leach was found in the theatre, police said.
BOWLING
KANSAS CITY — The Filmrow Bowling
League standings after the games Friday (26)
were as follows:
MEN'S
WOMEN'S
Teom Won Lost Team Won Lost
Alley Rots 23 9 Monley Poppers17>/i «

I
I
ST.
LOUIS
i»he annual cinema tea of
the Better Films
Council of Greater St, Louis staged at
the Missouri Theatre Thursday (25) was attended
by 570 women, the largest ever during
the 20 years such an affair has been
scheduled by the council. The theatre was
made available by Edward B. Arthur on behalf
of Panchon & Marco Service Corp.,
while the union projectionists and stagehands
all donated their services. The film companies
provided the 101 minutes of all color
widescreen short subjects included on the
program — "April in Portugal," Columbia;
"Adventure in Capri," "The Queen's Guards,"
"Desert Fantasy" (shot in Arabia) and
"Land of the Bible" all from 20th-Fox, and
"VistaVision in Hawaii" and "VistaVision
in Panama," both from Paramount.
The Better Film Council in cooperation
with the 3rd infantry battalion U. S. Marine
Corps Reserve, and Marine Fighter squadron
221 and the owners of some 20 motion picture
theatres will stage their annual Toys for
Tots special matinees November 17. Last year
these matinees find other activities provided
250,000 toys to be distributed to needy children
in the St. Louis area.
A quick working armed bandit secured $90
from Agatha Caito, cashier at the Fox Theatre
about 5:00 p.m. October 25 as a police car
cruised down Grand boulevard, unaware a
robbery was in progress. Besting the barrel
of a gun on the shelf of the boxoffice, the
man inquired: "Do you value your life?"
"I sure do," was the reply. "Well hand it
over." Miss Caito quickly and quietly complied.
The man ignored coins, shoving the
currency in his pocket. He then fled south on
Grand boulevard.
Miss Caito gave the police
a good description of the bandit. The loss
was insured. The circuit's employes are instructed
never to resist a holdup because of
the personal risk involved in such action.
The St. Louis area returned to regular
time at 2:00 a.m. the 28th . . . The Avon
Drive-In, Breese, HI., was broken into on a
recent Sunday night but their work was in
vain. The drive-in had closed for the 1956
season and everything of value had been removed
from the premises. Manager Allen
Keith reported . . . Karen Sharpe, UA starlet,
was here Tuesday, escorted by Bill Gandall,
exploiteer.
The Variety Club kicked off the 1956 social
season with a party in the Hotel Chase
Saturday evening. The club's annual golf
tourney is to be staged at the Lake Side
Country Club on November 10. Jimmy Frisina,
amateur champion of Illinois, may be
among the participants . . . Eddie Stevens,
UA salesman, flew back and forth for a thrilling
vacation spent In the Dominican Republic.
Stu Tomber, Rio Syrup, is a real conventioneer.
He will be in Dallas for the Allied
States Ass'n of Motion Picture Exhibitors,
gathering November 27-29; in Chicago for
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4; Outdoor Showmen's Ass'n there, November
30, and the Park, Pool and Beaches
Op>erators, Inc., November 25 . . . Paul Stehman,
Winchester, 111., and A. B. Jefferis,
Piedmont, Mo., are also scheduled to attend
the Allied gathering in Dallas.
Paul Krueger, president of Fred Wehenberg
Theatres, and wife sailed from Cherbourg,
France, following a tour of Europe.
They were expected to be back In St. Louis
French Miller, Universal
November 1 . . .
salesman, returned home from Herrin, 111.,
where he suffered a mild heart attack and
was in the hospital . . . Visitors on FUmrow
included Rowe Carney jr., Rolla, Mo.; Joe
Goldfarb, Alton, 111.; Judge Frank X. Reller,
Wentzville, Mo.; Bernard Temborius, Lebanon,
111.; Bob Strauss, Benton, 111., and
R. L. Davis, Memphis, Mo.
Herman Gorelick, co-owner of Realart
Pictures, was back at his desk after being
home for about a week due to a virus Infection
. . . Mr. and Mrs. Mario Rancllio,
Herrin, have announced their daughter
Pauline will wed James H. Corder November
1 at Our Lady of Mount Carmel Church
there. She is secretary to John Marlow, general
manager, Marlow Theatres, and books
for the theatres in Herrin.
David Brown is the new manager of the
Ambassador Theatre, where "The Seven
Wonders of the World" in Cinerama is the
current attraction. T'he gross business of the
house has dropped to about $11,400 after
holding steady around $15,000 for several
weeks. Russ Russo, former manager, has
gone to Cleveland to open a new Cinerama
theatre ... A hush-hush Missouri highway
patrol report on operations at the St. Francois
County jail is said to quote Sheriff Clay
H. Mullins as admitting he allowed two of
his prisoners to attend a motion picture theatre
in Farmington, Mo., according to a story
appearing in the St. Louis Globe-Democrat.
The prisoners no doubt enjoyed clean wholesome
entertaiimient and returned to jail. So
why all the excitement?
Embro Popcorn Co. of St. Louis has been
using road boards and other outdoor displays
in both city and rural areas to build sales
for its packaged lines . . . Few, if any, motion
picture theatre owners in the St. Louis
film trade area, will obtain loans as a result
of the Small Business Administration new
policy of permitting loans to motion picture
theatres. The rules and regulations apparently
are not so easy to meet as preelection
news releases would indicate. It is
suspected that political considerations entered
into the SBA decision to reverse its longheld
policy against theatre loans. Bankers
are still tough on small people, even those
with good credit payoff records through the
years.
Employes of the Universal exchange here
gave a dinner to their boss, Harry Haynes, on
the occasion of his retirement. Following
the dinner they gave him a gold wrist watch.
Present were Haynes' wife, his son and
daughter-in-law, and his daughter Dolores,
and Mr. and Mrs. Hugh Nesblt. Others were:
Joe Sarfaty
Mildred Doyle
Hillis Berry
Morie O'Brien
Pearl Baermon
Genevieve Cox
Joan Bowe
Bill Emas
Victoria Zelinskr
Roverda Scpaugh
Mrs. Miller
French Miller
Blondino Deters
Minnie Schoeberle
Minerva Inger
David Ross
Morge Murphy
Christina Hazzard
Dorothy Dreste
Joyce Ortmonn
Jean Bowman
Leola Borchard
Eriine Rich
W

KANSAS CITY
JJIr. and Mrs. James Russell jr., whose
Strand Theatre at Lancaster, Mo., is
temporarily closed, announced the birth of a
son October 7, named James Burr III . . .
The Hartman Motion Picture Booking Agency
will do the booking and buying for Doc
Lowe's Royal Theatre at Sterling, Kas., which
reopened November 1. The Pioneer Drive-In
at Osborne, Kas., closed October 31 and the
Y Drive-In at Wakeeney closed November 4.
Beverly Miller reports the closing of the Fort
Drive-In at Leavenworth and the Frontier at
Atchison October 28 . . . Capitol Flag &
Banner Co. reports its business barometer
shows the highest registering titles last week
were "Between Heaven and Hell," "Teenage
Rebel" and "The Mountain."
NOV. 12 IS HOLIDAY
Kansas City—Exhibitors who make a
trip to Filmrow November 12 will find
exchanges closed, as this will be celebrated
as Armistice or Veterans Day. This
is because November 11 falls on Sunday
this year.
Among the late vacationers is Hugh McKee,
Universal salesman, who is going to the Gulf
of Mexico, Carlsbad Caverns, and other southwestern
scenic spots for his two weeks . . .
Roger Leaton's son John, who is 15, was the
victim of a freak accident at the home. The
French frier caught fire and John attempted
to put it out for his mother. In doing so, he
suffered second degree burns and missed a
week of school . . . Rex Cool has rejuvenated
the Lambert Theatre at Princeton, Mo.,
which he is now operating . . . Warner Bros.
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held a chili supper for the office gang Monday
(29) at which a screening was part of
the entertainment . . . Betty Leisi is the
new telephone operator at United Artists and
Lela Kreglinger is the new contract clerk.
Ollie Broughton, in charge of MGM exchange
operations, visited the local branch.
Tom Bailey, manager, returned from Dallas
. .
where he conferred with John S. Allen, southwest
division manager . W. A. Burke, RKO,
conferred with James Lewis, local manager
. . . Karl Harte and Al Chiarpotti of Universal
have left Kansas City, Harte going to Boston
and Chiarpotti to Portland, Ore. . . . Pat
Palmer, booker's clerk, who has been filling in
for the district clerk, resigned to be married
to Lannie McGuire the day after Thanksgiving
and will move to Etaporia, Kas., where
he is a ministerial student.
Ed Branch, chief clerk at RCA Service Co.,
had to return to Research Hospital for
further tests and treatment . . . Bob Herrell of
United Film Exchange and Tommy Thompson
of Buena Vista, made a trip together
into western Kansas . . . Beverly Miller, president
of K-M Allied rro, made a recent trip
to Little Rock, Memphis, Nashville and
Lebanon, Tenn. He attended the Tri-State
convention in Memphis and saw Jack
Braunagel of United Theatres there and in
Little Rock. Braunagel was formerly with
Commonwealth Theatres and inquired about
his Kansas City friends . . . Mrs. Miller has
knitted one complete suit and a couple of
sweaters while laid up in a cast with a
broken leg, but expected to "graduate" to a
laced boot this week.
The Kansas City WOMPI chapter held a
get-acquainted tea from 2 to 5 p.m. on
Saturday (3) at the Elks Club. There will be
no November luncheon meeting but a business
meeting in the Paramount screeningroom
at 5 p.m. on November 27. At this meeting
members will vote on the executive board
members proposed by the nominating committee.
Any woman who has worked in any
branch of the film industry for six months is
eligible for membership and will be enrolled
as a charter member if her membership
application is received before the charter
dinner in December. Dues are $8 per year,
payable quarterly, and the $2 fee should be
mailed with the application blank to Miss
Grace Roberts of 20th-Fox, WOMPI treasurer.
Gretchen Brown of Consolidated Agencies is
membership chairman. Myrtle Cain of MGM
president.
is
Doug Lightner, manager of district two for
Commonwealth Theatres and headquartered
In Columbia, Mo., Ray Holmes of Lawrence,
Kas., Earl Douglass of Manhattan, J. D. King
of Great Bend, George Wilhoite of Warrensburg,
Mo., and Byers Jordan of Columbia were
all in Monday for a meeting at Commonwealth.
A series of art pictures was screened
and plans discussed for their exploitation . . .
Don Roads has resigned as manager of
Commonwealth's Yankton Theatre at Yankton,
S. D. . . . Ralph A. Morrow Jr. flew in
from Columbus for a weekend with the senior
Ralph Morrows. Morrow sr. was on the golf
course Saturday morning when he was called
to the telephone to learn of the son's surprise
visit.
L. J. Kimbriel of Missouri Theatre Supply,
Tom Baldwin, manager of Columbia Pictures,
Cle Bratton, exhibitor from Council Grove,
Kas., and Oscar Johnson of Falls City, Neb.,
went pheasant hunting in South Dakota
. . Patricia Barr is the new booker's steno at
.
Columbia . . . Mrs. Ella Metcalf, who with
her late husband Lloyd operated the Gaiety
Theatre at Ash Grove, Mo., died last week
following a stroke the week before
Chamber of Commerce is reported as operating
the Doric Theatre at Erie, Kas., until the
theatre can be sold. James Smith is the
manager.
Fox Midwest's admonition to its managers
on promotion of "Teenage Rebel" might be
taken to heart about many other pictures:
"Sell it for what it is and you'll get it back
at the boxoffice." . . . Curly Wilson, manager
of PMW's Beyer at Excelsior Springs, Mo.,
and his concession manager, Miss Barbara
Stark, received checks for $50 as winners of
the grand award for concession sales. The
checks were presented by Frank Bamford,
concessions manager.
Earl Jameson sr. and jr. and Abbott Sher of
Exhibitors Film Delivery & Service Co., will
attend a meeting in Chicago November 16-19.
TTie meeting will complete plans for launching
Air Dispatch Inc., whose home office will
be Chicago, with branch offices in Los Angeles
and New York. Jameson sr. said also that
Exhibitors Film Delivery & Service Co. will
start handling magazines in a couple of
weeks.
C. L. McVey, who owns the Dreamland Theatre
and the drive-in at Herington, Kas., but
lives now in San Marino, Calif., visited Filmrow
recently. His theatres are now operated
by Commonwealth Theatres . . . Other visitors
included these Kansans, Mr. and Mrs. Craig
CuUey, Medicine Lodge, and these Missourians:
Mr. and Mrs. A. E. Jarboe, Cameron;
Mr. and Mrs. E. L. Follmer, Warsaw; Virgil
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BOXOFFICE :
: November 3, 195«

months
, J
I
Harbison, Tarkio; Mr. and Mrs. C. E. Cook,
Maryville; Al Tourtellott and son Stanley,
Seneca. The latter flew up in their plane.
Three hundred new seats have been installed
in the balcony of Fox Midwest's
Liberty Theatre in Marysville, Kas. . . . The
Delpheum Theatre has reopened in Delphos,
Kas. It had closed last January . . . Ralph
Winship's Majestic in Phlllipsburg, Kas.,
closed for the summer season, reopened
October 14. The drive-in, which is operated
by the same management, closed October 28.
Bud Broun now manages the two theatres
for Winship, who is in his 51st year in show
The Orpheum Theatre, which
business . . .
was purchased from Fox Midwest, several
ago by the Trianon Hotel Cki., which
operates the Muehlebach Hotel here, is to
be remodeled to give additional dining and
exhibition space for the hotel. The ornate
oval ceiling, familiar to theatre-goers over
the years, will be retained for a dining area
at the Orpheum's mezzanine level . . . The
Lions Club took action to prevent the closing
of the Lux Theatre in Claflin, Kas. It had
been announced the Lux would close November
Not only has the Royal Theatre
3 . . . closed again at Burden, Kas., but two business
houses. The theatre is owned by Mort G.
Wingert.
Standee, standee— -who's got Harold Lyon's
James Dean standee? The Paramount Theatre
manager thought it would be a good
exploitation stunt to have standees of Ellzi
abeth Taylor, Rock Hudson and James Dean
*in his lobby to advertise "Giant," which will
play there November 8. So he obtained a
set and placed them in strategic positions.
Ihey attracted attention, too. The current
hysteria about James Dean showed up in
comments from young patrons who asked
what would be done with the James Dean
standee when the "Giant" run ended. Then
the Dean standee disappeared, and Lyon
insists it had to have been taken while
patrons were in the theatre. Another has
been ordered but will be fastened down in
some way.
Carol Edwards is the new switchboard operator
for Cinerama at the Missouri Theatre.
She replaces Frances Delich, who has been
at the Missouri for a number of years and
has made quite a name for herself as a singer.
OUie Schneider Opens
River at Oildale, Calif.
BAKERSFIELD, CALIF. — The 800-seat
River Theatre in suburban Oildale, closed
since the death of Jim Banducci last April,
has been reopened by O. J. "OlUe" Schneider.
During the interval, a few weeks' operation
was tried by Oliver Scott, owner of the Terrace
Drive-In here, but the River showed a
loss, and Scott closed it again.
Schneider formerly operated theatres in
Nebraska for ten years, and at one time had
three under his ownership and management.
The River has the latest cooling, ventilating
and heating equipment and is a fireproof
concrete and steel structure, the largest building
in Oildale, a community of 30,000 two
miles north of here.
The showcase opened to a capacity audience,
screening "Pardners" and "The Toy
Tiger." "Good shows will attract good audiences,
despite TV and other competing entertainment,"
Schneider declared.
General admission is 65 cents, loges 75.
'Giant' Opens Strong
On Loop in Chicago
CHICAGO—Among the newcomers, "Giant"
at the Chicago I'heatre was an outstanding
opener. Another film opening strong was
"Friendly Persuasion" at the United Artists.
Business all around was reported as being
normally good. "Storm Center" more than
met expectations at the Monroe and was held
over for another week. Also maintaining
sturdy grosses were "War and Peace" in the
fourth week at the State Lake, "The Opposite
Sex" in the second week at the Woods and
"The Proud and the Beautiful" in the fourth
week at the World Playhouse.
(Average Is 100)
Cornegie The French Touch (Times), 3rd wk...185
Chicago Giont (WB) 245
Esquire The Power and the Prize (MGM) 200
Grand The Killers (U-l); Sleeping City (U-l),
reissues 1 80
Loop Lust for Life (MGM), 4th wk 215
McVickers Oklahoma! (Magna), 44th wk 225
Monroe Storm Center (Col), 2nd wk 210
Oriental Between Heaven and Hell (20th-Fox). .215
Palace Cinerama Holiday (Cinerama), 75th wk.. .230
Roosevelt Odongo (Col) 1 95
State Lake Wor ond Peace (Para), 4th wk 225
Surf ^1984 (Col), 4th wk 190
United Artists Friendly Persuasion (AA) 225
Woods The Opposite Sex (MGM), 2nd wk 220
World Playhouse The Proud and the Beautiful
(Kingsley), 4th wk 200
Ziegfeld Wild Fruit (SR) 180
Kansas City Grosses Show
Slight Business Upturn
KANSAS CITY—Business picked up a little
in the first run houses, with "Toward the
Unknown" holding at the Paramount Theatre
and "Attack!" holding over two days at the
Midland. The four Fox houses now open their
new pictures on Tuesday. "Oklahoma!" and
"This Is Cinerama" are operating on a reserved
seat, legitimate basis in the Tower and
Missouri theatres.
Glen Fruits of Summer (Ellis) 1 20
Kimo Private's Progress (DCA), 4th wk 100
Midland Attack! (UA); Star of India (UA) 100
Missouri This Is Cinerama (Cinerama), 20th wk. .300
Paramount Toward the Unknown (WB) 120
Rockhill Lust for Life (MGM), 5th wk 105
Roxy Back From Eternity (RKO) 90
Esquire, Uptown, Fairway and Granada
Unguarded Moment (U-l); The Raw Edge (U-l). 95
Tower Oklohomo! (Todd-AO), 2nd wk 200
Vogue Dial M for Murder (MGM); Stranger on a
Train (WB) 90
Seized in Theatre at 4 A. M.
FORT WAYNE—A pried open exit door at
the Clyde Theatre led to the arrest of Carl
J. King, 30, about 4 a.m. Tuesday (16). He
was found when a squad of policemen
searched the house, which had been surrounded.
King, they said, admitted prying
open the rear door. He said he rode to the
theatre on his motorcycle, which he hid in
weeds near the water tower about 1,000 feet
west of the theatre.
Hanson of RCA Honored
NEW YORH—O. B. Hanson, vice-president,
engineering services. Radio Corp. of
America, has received the John H. Potts
memorial award of 1956 of the Audio Engineering
Society for his contributions to
better broadcasting systems and facilities.
Relights at Winona, Kas.
WINONA, KAS.—Mr. and Mrs. Charles
Lamb, who closed their Winona Theatre for
the summer, have reopened it.
Father of Para. Exploiteer,
James B. Castle, Is Dead
ST. LOUIS—Funeral services were held in
San Marcos, Calif., October 26 for James
B. Castle, father of James S. Castle, midwest
exploiteer for Paramount Pictures. The elder
Castle, who was secretary of the San Marcos
Chamber of Commerce, moved to the California
community from St. Louis in 1940.
Prior to moving to California, Castle was
auditor and controller for the Skouras Bros.
Enterprises. He drew up the papers for the
Skouras brothers, Spyros P., George P. and
the late Charles P. when they incorporated
their first three theatres. He still was associated
with them when they sold control
of their local theatrical enterprises to
Warner Bros.
Batavia Theatre Offers
Student Budget Passes
BATAVIA, ILL.—Manager George Clark of
the Batavia Theatre has arranged to issue
school student budget passes for all youngsters
from the seventh grade through high
school. The pass, when presented to the
theatre boxoffice, will admit a student for
only 40 cents, a savings of 25 cents. The
budget pass will be divided into a ten week
period and if a pass is stamped at least once
each, it will become eligible for the big drawing
of gifts to be displayed in the lobby of the
theatre.
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BOXOFFICE :
: November 3, 1956
C-7

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C-8 BOXOFFICE
: : November 3, 1956

FLORIDA CONVENTION CENTERS
ON PRODUCT AND PROMOTION
Many Sign Up for Family
Films Plan; B. B. Garner
New President
JACKSONVILLE—Leaders of the Motion
picture Exhibitors of Florida successfully
|;arried out their announced theme of "the
big convention for the little exhibitors" at
le annual gathering Monday and TXaesday
it the Roosevelt Hotel. More than 400 thearemen
and their wives, by far the largest
epresentation in the eight-year history of
le MPEOF, were present from Florida,
Seorgia and Alabama, plus several national
"exhibition leaders, dozens of distributors and
theatre suppliers.
JIM CARTWRIGHT IS TREASURER
B. B. Garner of Lakeland, head of the
Talgar Theatres and one of the south's bestknown
showmen, was elected president at
the Tuesday session. Another well-known
Florida personality, James L. Cartwright of
Daytona Beach, was named to Garner's
former post as treasurer. Sheldon Mandell,
St. Johns Theatre, this city, was elected secretary,
and Arnold Haynes, Kissimmee exhibitor,
became a vice-president to serve with
four holdover vice-presidents—Mark Dupree,
P. J. Sones, Jimmy Biddle and Bob Daugherty.
Retiring president Elmer Hecht of Miami
became board chairman.
Si Fabian, president of Stanley Warner
Theatres and TOA treasurer, gave a frank
keynote talk at the Monday morning session
which jolted the southerners by his forthright
appraisal of the exhibitor's plight today,
but he expressed high optimism for the
future of theatre owners who adjust themselves
to changing times and use the necessary
amount of showmanship to build slipping
patronage. He criticized Hollywood producers
for "failing to continue" their good
supply of summer product into the fall season.
Presenting a new plan for exhibitor production
of a limited number of family pictures
to offset the product shortage were
Jack Braunagel, Little Rock, Ark., exhibitor;
Jack Jackson, Houston, and Moe Kerman,
Tudor Pictures, New York.
MANY SIGN FOR FILM PLAN
The three were warmly received throughout
the convention when they presented their
"play or pay" plan by which 1,500 or 2,000
exhibitors are to be asked to support Kerman
in the production of ten or more family-type
pictures annually in order to provide badly
needed film product. Many independents and
small circuits signed contracts to buy the pictures
when produced, including Harold Spears,
Bailey Theatres, Atlanta and many others.
Carl Carter, owner of the local Ribault and
Air Base drive-ins, said: "I signed up. There
is no risk involved, except that taken by
Mr. Kerman. I don't expect big pictures from
this; just some little ones for the little exhibitor,
such as me, who likes to take home
a few bucks at the end of the week."
All convention guests were generously welcomed
by Elmer Hecht, MPEOF president
'Self Service Ups Concession Sales'
JACKSONVILLE—Van Myers, concession
manager of the Wometco Theatres, Miami,
led a work shop at the convention here of
the Motion Picture
Exhibitors of Florida
devoted to the selling
of foods and drinks by
both indoor and outdoor
theatres.
Panelists with him
were Bob Harris,
Florida State Theatres,
this city; Jim Hoover,
Martin Theatres, Columbus,
Ga., and Herman
Rosenblum, the
Savron Co., Paterson,
Van Myers N. J.
Myers emphasized that concession sales
can be upped by 25 per cent through the use
from Wometco Theatres, Miami, and by
Mayor Haydon Burns, who paid tribute to
economic importance of motion picture theatres
and distribution exchanges in this city.
At the Monday luncheon, the main address
was given by Ernest Stellings, TOA president
from Charlotte, who was introduced by Herman
Levy, TOA counsel from New Haven,
Conn. Jeff Richards, young costar of MGM's
"The Opposite Sex," was the guest of honor,
and Jerry Gold, Everglades exhibitor, served
as chairman. Luncheon host was Ed Grierson,
Coca-Cola Co., Atlanta.
Stellings outlined a nine-plank program by
which TOA leaders have begun to seek a more
harmonious relationship with other segments
of the industry and to widen and deepen the
public's acceptance of motion pictures.
A lengthy and highly interesting afternoon
program was devoted to public relations, ad-
B. B. Garner of Lakeland, who was
elected president of the Motion Picture
Exhibitors of Florida.
of proper merchandising and sales methods.
He advocated mass displays of merchandise
within reach, rather chan displays under
glass. "Go in for self service on the part of
patrons whenever possible, as they are impulse
buyers. Have short prepared sales
phrases for your attendants so they can use
the power of suggestion in dealing with
patrons."
He urged exhibitors to be alert to the possibility
of new items, pointing out that In
the past few years frankfurters have been
a big seller in Wometco locations.
Harris outlined several incentive plans
based on prizes and other rewards for enlisting
better support from managers and attendants
in carrying out sales goals. Hoover
and Rosenblum discussed concessions equipment
and the type of sales items suitable for
different locations.
vertising and promotion under the chairmanship
of Louis J. Finske, president of Florida
State Theatres. He urged theatre owners and
managers to build "community friendships
today if you wish your community to cooperate
with you tomorrow."
Speaker James Cartwright, FST district
director from Daytona Beach, called on exhibitors:
"Give as well as receive from your
communities; develop courteous, wide-awake
staffs who will bring you the public's goodwill.
And ration your time so that you can
devote an adequate amount of effort to civic
responsibilities. Go in for helping others and
never forget that it doesn't cost you a cent
to give all your patrons a smile and a warm
'Thank You.'
James Gaylord, owner of three small driveins
in rural Alabama, presented an amazing
number of promotions with which he has
built patronage. Ronnie Otwell, advertising
director of Martin Theatres, Columbus, Ga.,
also demonstrated a fine grasp of promotional
techniques slanted toward the small theatre
owner.
Irving Mack, head of the Filmack Trailer
Co., Chicago, stressed the importance of
screen trailers and urged his clients to "be
brief in the messages you want to put across
to patrons . . . the trailers will cost you less
and your words will be more understandable."
Russell Kay, secretary of the Florida Press
Ass'n, asked exhibitors to make friendly calls
at the offices of newspaper editors. "If you
do, they will be more likely to respond when
you want to ask them for a favor," he said.
After the workshop forum, the conventioneers
were the guests of Carl Mabry, Motion
Picture Advertising Co., at a cocktail party,
which was followed by a buffet dinner and
organ music by Herb Ruffner. During the
evening a fleet of ten chartered buses carried
guests to the Jacksonville fair at the Gator
Bowl, where they were invited to a closed
performance of the Raynell show on the
Cetlin-Wilson midway.
All programs and speeches were primarily
(Continued on following page)
BOXOFFICE :
: November 3, 1956
SE-1

Convention Centers
On Films, Promotion
(Continued from preceding page)
addressed to independent owners of four-wall
theatres and drive-ins. As FST president
Finske expressed the idea: "The larger key
theatres have staffs to handle their problems,
but the little fellows must work on their own.
It is highly commendable that so many fine
people have come to this convention to pass
along to others the fruits of their knowledge."
Representing distribution in an able fashion
on the convention floor were Leonard
Allen, Paramount, and Judson Moses, MGM,
both of Atlanta; Fred Hull and Norm Levinson,
both of MGM, this city, and Marty
Kutner, Columbia, this city. Moses gave an
account of the many exploitation aids which
are available to exhibitors, and the others
described new motion pictures coming to
screen during the remainder of the year.
Others taking part in the Monday program
were Lamar Sarra, FST vice-president; C. H.
Deaver, independent booker; George Kerasotes,
Springfield, 111.; Al Pickus, Stratford,
Conn.; Jerry Gold, independent exhibitor
from the Everglades town of Pahokee; Horace
Denning, local TOA vice-president and convention
chairman, and Bill Fegenbush, theatre
artist, who created the outstanding decorative
effects in the Roosevelt's lobby, mezzanine
and main meeting, and dining rooms.
Samuel Pinanski of Boston, head of American
Theatres and a top leader of COMPO,
made Tuesday's main address. His words were
realistic but heartening to the Floridians who
have been discouraged by the lack of product.
Citing the rise of suburban shopping centers,
he said: "American exhibitors need to take
a leaf from the book of merchants who are
today supplying shoppers with the goods they
want at locations they can reach in their
automobiles. We need to survey the situation
and make a blueprint of action for the
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MIAMI
piorida State Theatres' office looked something
like an exploitation man's convention
recently, with Warner's Woody Woodard
there on "Giant"; Paramount's Leonard Allen
on "The Ten Commandments"; and RKO's
Spence Steinhurst on "Tension at Table Rock"
. . . Managers James Bamett, Harry Margolesky
and Allan Johnson of the Olympia, Beach
and Gables, respectively, have been taking
special precautions to protect their giant
standees of James Dean. More than one
teenager has eyed them with the certain
gleam in his (or her) eye.
§The Olympia and Beach theatres will begin
reserved seat, twice-daily showing of "The
in Commandments" December 14. Although
e long-heralded VistaVision film is to be
own in 14 cities in the U. S. and Canada
fore the end of the year, greater Miami is
'
the only area of the 14 to have two theatre
bookings. Both the Olympia and Beach plan
special Saturday morning performances for
children, in addition to the daily matinee and
evening performances.
Plenty of yipping and yapping took place
at FST's Cinema, Coral, Shores and Regent
on a recent Friday, when a kid's dog show
took place. The show, sponsored by Ken-L-
Treat and Food Fair stores, gave away training
books, bowls, leashes, food and care books.
For the winners there were blue ribbons, table
lamps and picnic baskets. Two of the theatres
scheduled the event for a morning
matinee and two "went to the dogs" in the
afternoon. The screen feature was "It's a
Dog's Life," plus cartoons . . . Ushers and
staffers at the Olympia, Beach and Gables
theatres are all sporting "Friendly Persuasion"
buttons . . . Al Weiss returned to his
FST chores after enjoying nippy weather in
Wisconsin.
FST sneaked "Friendly Persuasion" at its
three luxury houses as a Saturday (27) midnight
dividend . . . McComas' Tropicaire
Drive-In advanced their "Spookathon" to
Saturday night, putting on four horror pictures,
the last at midnight . . . "Miami Movie
Time" is an hour's morning TV show, conducted
by Maxine Barratt, and devoted to
the discussion and reviewing of films in
general and currently in town.
Goar Mestre, who operates five Cuban film
houses, is also known as Cuba's Mr. Television.
He has a continuous film policy on
one of his stations—film features and shorts
from 1 p.m. till midnight. He admits that it
has hurt his boxoffice but philosophizes that
progress can't be halted. Goar is the owner
also of a six-station T'V network.
The telecast of the Miami-TCU football
game was on view at Wometco's Miami, Carib
and Miracle theatres, the circuit's eight
neighborhoods and four drive-ins. The latter
showed the game on a TV screen in the concessions
. . A 35c admission special family
day was featured recently at the Center . . .
A special night at the Strand had a 25-cent
tag . . . Bernstein's downtown Dixie has an
early bird 25-cent admission.
The Caplan brothers have taken over the
Variety Theatre, Miami Beach, from Claughtons.
The theatre has been closed during the
summer months. A series of musical presentations
is planned, beginning December 15.
Irving Pietrack, composer and conductor, has
been engaged as musical director. "The Jazz
Singer" is tentatively set as the first presentation.
The Roosevelt Theatre has lately been
leased from the Caplans for Cinerama.
The Golden Glades Twin Drive-In has
changed its ad format, now using at the top
the drawing of a tower and twin beams,
symbolizing the simultaneous showing of two
different films beamed to its two screens.
The drive-in also aiTanged for football fans
to view the Miami-TCU game over a television
set placed in the patio, where there are
plenty of seats.
Sonny Shepherd may not look old enough
but he staged the world premiere of "It
Happened One Night" at the Mayfair Theatre
in 1934. Now comes the remake under the
name of "You Can't Get Away Prom It,"
opening at the Carib, Miami and Miracle
theatres—and Shepherd is again the impresario.
The latter opening, however, is not
to be a world premiere. The original story
was partially localed in the Miamis but the
new version has been given a California background.
The change was made after nearly
all plans were made to use the Fontainebleau
Hotel at Miami Beach as a location.
FST Buys Historic Hotel,
To Raze for Parking Lot
DAYTONA BEACH, FLA.—T'he Osborne
Hotel, one of the city's oldest hotels and an
Orange Ave. landmark since 1896, has been
sold to Florida State Theatres. It is understood
the building will be torn down and the
lot used for a theatre parking lot along with
the property FST recently acquired which
now houses Volusia County Motors.
The theatre chain is planning to build on
property formerly occupied by the Orange
Hotel and the Empire Theatre, razed in the
same fire. The new theatre will be separated
from the proposed parking lot by the office
buildings which house Western Union and
Burhans Office Supply Co.
A Fire Prevention Show
PLANT CITY, FLA.—C. L. King, manager
of the State Theatre, cooperated with the
Plant City Insurance Agents Ass'n by holding
a fire prevention party Saturday morning at
the theatre. The film "Little Rascals" and a
number of cartoons were shown.
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BOXOFFICE :
: November 3, 1956
SE-3

INDUSTRY
PROFILE
Ernest Sfellings Climaxes Career of Achievements
i
CHARLOTTE — A smiling Indianan
who long ago adopted North Carolina as
his home returned to his desk here after
receiving the highest honor his industry
could bestow on him, writes Emery Wister
in a recent issue of the Charlotte News.
For genial, soft-spoken Ernest Stellings,
the welcome his office workers gave him
was as big a thrill as being elected president
of the Theatre Owners of America in
New York last week.
There were signs welcoming him home
in the hallway and on the stairs leading to
his second floor office on South Church
Street. There were signs in his office,
together with telegrams from each member
of the staff of Stewart-Everett Theatres.
There was a red carpet leading
from the hallway to his office. And on his
desk a silver gavel and crown, made by
his staff who giggled, laughed and smiled
and welcomed him home.
Election to the presidency of TOA, an
organization of 12,000 theatres, climaxes
a story that is thrilling as a page out of
Horatio Alger.
"It is certainly the biggest thing that
ever happened to me," he said. "I accept
it with humility and with full confidence
in the theatre and motion picture industry."
It was in 1920 that Stellings left his
Indiana home to manage a theatre m
Wilmington. He liked the theatre business.
He knew it was his future. But he wanted
to play a bigger part in it.
H. H. E^verett, a Charlotte theatre chain
executive, soon recognized Stellings' ability
and sized him up as a man he would like
to have in his organization. He brought
him to Charlotte in 1939, made him an
official in his company.
The Everett theatre chain merged with
another operated by Worth Stewart of
eastern North Carolina. Stellings continued
as an official of the firm and as
"buyer" negotiated the terms for purchasing
films from motion picture exchanges.
But the fires of ambition burned brightly
for Ernest Stellings. He left the company
because, as he said, "I saw an opportunity
to fulfill a desire to go into business for
myself." This opportunity was the Manor
Theatre in Charlotte which was for sale.
To buy it Stellings mortgaged his home,
sold various properties and borrowed every
cent he could.
"You're crazy," friends told him. "You'll
go broke."
But Ernest knew he could do it. Offers
of good jobs in all sections of the country
had poured in. He rejected them all. He
wanted his own business and he wanted
to stay in North Carolina. Thus a new
theatre business was born. It expanded
mto a Cham when Stellings formed a
partnership with Phil Gossett of Charlotte
and purchased seven other Carolina theatres.
Among them was the Center here.
It was a good beginning but it was far
from the end. Worth Stewart, who piloted
his own plane, went to Florida on a business
trip. Somewhere between Florida and
Charlotte, his plane went down and was
never sighted again.
Everett, a civic leader who wanted to
devote more time to his city and the
organizations he served, turned to Stellings:
Could he take over the chain? It
was a wonderful offer but it required more
than business know-how. Again, Stellings
went to the banks and borrowed more.
Forming a corporation with Charles
Trexler of the Stewart-Everett organization,
he assumed presidency of the chain.
Now the Stewart-Everett chain numbers
107 theatres in the Carolinas and is the
second largest theatre chain in the south.
Let other theatremen sing the blues,
there's no pessimism in his organization.
"We opened four theatres this year,"
he said. "Does that sound like we're afraid
of the future?"
In his capacity as TOA president, Stellings
will travel all over the country. He
will be away from his desk as much as
half of the time, but he still expects to
spend some time with his wife and three
children at
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ATLANTA
_j_
"Phe management of the Roxy Theatre
hosted a special press and trade preview
of Louis deRochemont's "Cinerama Holiday"
on Monday (29). The first showing on Tuesday
(30) was sponsored by the Junior Chamber
of Commerce. Among those invited to
the press and trade preview were the local
WOMPI . . . Members of the Atlanta Better
Film council on Thursday (25) celebrated
the 34th anniversary of the founding of the
organization at a luncheon at the Atlanta
Woman's Club. Mrs. B. M. Boykin, the film
council's organizing president in 1922, was
iuest of honor. Mrs. T. M. Chavanne is the
ouncil's current president. Mrs. Casper
Johnson was chairman of the anniversary
elebration.
J. H. "Tommle" Thompson, president of the
Seorgia Theatre Owners Ass'n and Martin-
Thompson Theatres, Hawkinsville, and his
Bssociation committee on "Back to the
Movies" will meet Wednesday (7) with the
local WOMPI "Back to the Movies" committee
to further their campaign. The WOMPI
committee consists of Mrs. Jackie Cowart,
president; Mrs. Juanita Elwell, first vicepresident
and Mrs. Allene Robbins, second
vice-president.
Mrs. Betty McGee has resigned from Universal
as booker's stenographer . . . U-I
District Manager James V. Frew has returned
to his desk after attending the world premiere
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CHARLOTTE
The Charlotte city council has been asked
by a delegation of ministers to reconsider
its action of August 22 liberalizing Sunday
blue laws to allow motion picture shows and
other entertainment during Sunday evening
church hours. The ministers have contended
since the August 22 action that they were not
officially notified, as they had been promised,
that the Sunday blue law matter would come
up for consideration on that date.
Robbers broke Into the Imperial Theatre
here and took $500 from a safe in the office
recently. Police said the thieves literally
tore open the safe.
They entered from a fire
..tfcnsffi

All-Night Carol Sing
Slated at Charlotte
CHARLOTTE — An all-night
Christmas
carol sing, called the largest in the south,
will be staged in the Charlotte Coliseum December
14 under sponsorship of the Variety
Club charities and the Charlotte News Empty
Stocking Fund.
The event will be in three parts, beginning
at 6 p.m. The first will be transmitted by
radio and TV; the second, beginning at 8 p.m.
will be devoted entirely to carol singing. The
last session will present special choirs, quartets
and other music groups.
It will be free to the public, with the exception
of 50 box seats sold to cover expenses.
The sponsoring charities will be supported
by the sale of carol books and a free will offering
will be taken between each show.
Executive chairmen for the carol sing include
H. H. Everett, chairman of the advisory
committee; Earl Crawford, promotion chairman;
Thomas L. Robinson and J. H. Vickers,
co-chairmen.
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MEMPHIS
pivis Presley's first film, "Love Me Tender,"
will open November 21 at Loew's State,
where Manager Arthur Groom recalled that
just four years ago Elvis was a $15-a-week
usher, and ironically was fired "for cutting
up" by Groom. There was never any hard
feelings between Groom and Presley, though.
Elvis visits Groom and the State when he
comes to town. Both had been working
together for the past few weeks trying to get
Elvis' first picture premiered in Memphis
his hometown. The engagement, however,
will not be a premiere. Groom expects to
have Elvis on hand for a personal appearance
when the film opens if possible.
E. L. Boggs, Moonlight Drlve-In and Joy
Theatre, Hayti, and Mr. and Mrs. Glenn
Caldwell, Princess, Aurora, were among visiting
Missouri exhibitors . . . From Arkansas
came Alvin Tipton, Caraway, Manila and
Monette; J. Fred Brown, Nevada at Prescott
and Skyvue Drive-In at Fort Smith; Cecil
Cox, Royal, Arkadelphia; Roy Cochran, Juroy,
North Little Rock; Mrs. Ann Hutchins, State,
Corning; Victor Webber, Center, Kensett;
Mrs. Mildred Bomar, Wren T'heatres, Little
Rock; Mr. and Mrs. Orris Collins, Capitol,
Paragould; K. K. King, Searcy, Searcy;
William Elias, Murr, Osceola, and Moses Sllman,
Lux, Luxora.
Frank Heard, Lee Drlve-In, Tupelo; Arthur
and Earl Elkin, brothers, Elkin Theatre,
Aberdeen; Leon Rountree, Holly, Holly
Springs; Mr. and Mrs. Charles Eudy, Houston,
Houston and Dwight Blissard, Okolona,
Okolona, were in town from Mississippi . . .
From Tennessee came Robert Hosey, Crescent
Amusements Co., Nashville; Norman Fair,
Fair, Somerville; Louise Mask, Luez, Bolivai"
Guy B. Amis, Princess, Lexington, and Mrs.
M. M. West, Center, Centerville.
H. E. Wheatley has closed the Wheatley
Drive-In, Hot Springs, for the season . . .
E. Watson is the new owner of New Theatre,
Mantachie, Miss. . . . Midway Drive-In,
Camden, Term., was to close November 4
. . . Earl Reese will go into a Friday-Saturday
operation only November 12 at the Twilite
Drive-In, Bruce, Miss. . . . R. S. Chapman has
taken over operation of Cozy Theatre,
Tuckerman, Ark.
Flashbacks on the Tristates Theatre Owners
convention here last week: R. M. Kennedy,
Birmingham, president of the Alabama Theatre
Owners Ass'n and assistant to the TOA
president, expressed the opinion at a luncheon
meeting that television "has shot its bolt as
a major competition to motion pictures" and
"has served a good purpose in bringing about
the consolidation and closing of some borderline
theatres."
a Family Operation
Still
UNIONVILLE, MO.—The Royal Theatre and
Sky-Vue Drive-In, which Rex Cool has been
managing, were taken over October 23 by
Mr. and Mrs. Myron Woolever and Mrs. Meta
Summers. The Woolevers and Mrs. Summers
were recently in Kansas City on Filmrow
booking and buying. She is the widow of
Dow Summers and the daughter-in-law of
the former owners of the theatres, Mr. and
Mrs. George Summers. Woolever is Mrs. Summers'
brother.
'War' Storms Memphis
To Score 300 Per Cent
MEMPHIS—"War and Peace" took
Memphis
by storm and attendance at the Warner
Theatre skyrocketed to three times average.
Other Memphis first runs had average or
below average attendance.
(Average Is 100)
Maico The Solid Gold Cadillac (Col), 2nd wk...lOO
Palace The Unguarded Moment (U-l) 100
Stote The Power and the Prize (MGM) 90
Strand The Search for Bridey Murphy (Para). ... 90
Warner War and Peace (Poro) 300
Change at Inverness, Fla.
INVERNESS, FLA.—Duane Segar has taken
over as manager of the Valerie Theatre, succeeding
Larry King, promoted to the managership
of a larger theatre in the MCM chain.
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BOXOFFICE November 3, 1956 SE-7

: November
Carolina TOA Prepares
For Its 44th Convention
CHARLOTTE—Plans for the 44th annual
convention of the Theatre Owners of North
and South Carolina here November 25-27
are nearing completion, according to Jack
D. Fuller of Columbia, S. C, association president.
The convention will be held at the
Hotel Charlotte.
Agenda for the three-day conclave has
been prepared by Howard B. McNally of
Fayetteville, N. C, and R. L. Baker jr. of
Gastonia, N. C, co-chairmen of the convention
committee. Assisting them have been
Ernest G. Stellings. in charge of clinics; C. P.
Freeman jr., entertainment; F. H. Beddingfield,
exhibits; L. L. Theimer, publicity and
talent, all of Charlotte. The reception of
those registered will be handled by Roy Rowe
of Burgaw, N. C, and J. M. Kime of Roseboro,
N. C, while hotel reservations and convention
registrations will be handled by
Ulmer S. Eaddy of Charlotte. H. P. Kincey of
Charlotte will be in charge of special guests.
Registration will begin at noon Sunday (25),
with the afternoon devoted to a directors
meeting and a social hour hosted by C. J.
Mabry, president, and R. L. Simpson, manager.
Motion Picture Advertising Service Co.
Special showmanship clinics will be held
Monday. The morning session will be devoted
to forums on advertising and concessions,
while the afternoon sessions will be
devoted to drive-in theatres and small indoor
theatre activities.
Exhibitors registered for the convention
will be treated to a special luncheon by the
theatre supply dealers of Charlotte, and
completing the day's activities will be a
social hour, with the Coca-Cola company,
W. P. Franklin, Atlanta, regional sales manager,
as host. This event will be highlighted
by the selection of Miss Filmrow of 1957, who
will be chosen from one of the film exchanges
of Charlotte. Last year's winner Verdah
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Shown hard at work on plans for the
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Owners of North and South Carolina, to
be held in Charlotte November 25-27, are
(left to right) R. L. Baker jr. of Gastonia,
President Jack D. Fuller of Columbia and
Howard B. McNally (standing) of
Fayetteville.
Looper will be present to crown the queen.
Main business session of the convention
will be Tuesday, when leading figures of the
industry will address the delegates. Ttie
Carolina Delivery Service and Observer
Transportation Co. will host a buffet luncheon
following the open meeting. On Tuesday
afternoon, there will be a closed meeting for
members only at which annual reports by
committees will be made and election of officers
will be held.
Completing the three-day affair will be
the annual president's banquet and dance in
the hotel ballroom Tuesday night.
Two Theatres Are Bought
In Livingston, Tenn.
LIVINGSTON, TENN.—Leland Allred has
purchased both the Ritz Theatre and the
Sundown Drive-In Theatre from Mr. and Mrs.
Fred Rose and Mr. and Mrs. Dwain Peterman.
The purchase included both the properties
and their equipment.
It is understood that the Ritz Theatre is to
continue operation under the management of
Wallace W. Allred and E. Kuell Stephens
after some remodeling has been done. Allred
and Stephens also operate the Skyline Drive-
In just out of Livingston and a drive-in theatre
near Albany, Ky. It is believed that operation
of the Sundown Drive-In will be discontinued,
leaving the town with one regular
theatre and one drive-in theatre.
Wayne Shepard Transferred
NEW PORT RICHY, FLA. — Wayne
Shepard has been named manager of the
Midway Drive-In. He replaces Lester Persall,
who is leaving for Hattiesburg, Miss., to go
Into business with his father.
Sunset Art House Starts
Earlier Showtime Policy
\
MIAMI—Wometco's Sunset Art Theatre in
South Miami will henceforth start and conclude
its evening shows earlier. The reason
for the decision is the management's belief
that many businessmen and their families
are reluctant to seek outside entertainment
because they get home too late and lose
sleep they can ill afford on working days.
As an experiment, starting with the showing
of "Private's Progress," the showtime
policy is revised so that Monday through Friday
the boxoffice opens at 5:45 and the last
feature showing goes on about 8:30.
Early Bird prices will prevail to 7:15, then
regular adult and student prices go on.
Saturday children's matinees begin at 11
in the morning and conclude at 4. The
theatre then will close and reopen for the
evening. Saturday's last feature goes on about
9:30. The Sunday schedule is unchanged, except
that the last feature begins about 8:30.
Barney Hardin Reopens
Renovated Lamar House
LAMAR, S.
C.—The newly remodeled Lamar
Theatre here has been reopened and
business has been excellent, according to
new owner Barney Hardin. Shortly after
his purchase of the theatre, Hardin conferred
with Ed Rosenblatt of Theatrical Engineering,
Charlotte, and started renovation of the
house.
A new Cinemascope screen was installed
and other improvements were made. All side
wall lights were removed and the house redecorated
and painted. Exits were relocated
to the side of the building and the exit signs
were set at an agle, making the entire end of
the theatre a screen when Cinemascope is
presented, without distracting lights and
signs.
Max Reinhardt Enterprises of Charlotte
handles the booking and buying for the
Lamar. Theatrical Engineering has the house
on its "projection supervision" plan, now used
by 107 exhibitors in the Carolinas.
E. R. Edwards Will Manage
Saenger in Shreveport
SHREVEPORT, LA.—Henry G. Plitt,
president
of Paramount-Gulf Theatres, has announced
the appointment of E. R. Edwards
as manager of the Saenger Theatre here.
Edwards comes to Shreveport from Jackson,
Miss., where he had been for the past three
years as manager of an art film house.
In the theatre business for 18 years,
Edwards is originally from Ruston where he
attended Louisiana Tech and managed two
theatres. From Ruston, he was transferred
to Baton Rouge and then to Jackson. It was
also announced that the Saenger will bring
more first run films to its screen than has
been its policy in the past.
Sylvan Leff Is Building
Pittsfield, Mass., Airer
ALBANY—Grading has been started for
an 800-car drive^n which Sylvan Leff will
build at Pittsfield, Mass., 35 miles from this
city. Pittsfield, a thriving industrial and
business center of Berkshire County, with a
population of 50,000 and a larger total in the
summer—now has two ozoners.
«
SE-8
BOXOFFICE
:
3, 1956

War' Benefit Showing
Is Given at Dallas
DALLAS—The women's group of the Dallas
Council of World Affairs co-sponsored
a benefit performance of "War and Peace"
at Interstate's Palace Wednesday (24) in
advance of the regular opening the following
day. The showing was in celebration of the
council's fifth birthday and was aimed at
supplementing the organization's educational
budget.
The council is a nonprofit, nonpartisan
education group concerned entirely with world
affairs and foreign policy and the women's
;;i'Oup is an autonomous organization.
The performance drew a near capacity
Liudience in the 2,435-seat house.
Alexandra Tolstoy, daughter of the author
of "War and Peace," who had been here
earlier in the month, returned for the performance
with actor Helmut Dantine, one of
the featured players in the picture, and ap-
Ijeared on stage for the special audience.
Both Miss Tolstoy and Dantine are now
American citizens.
Texas Drive-In Delegation
To Meet Distributors
AUSTIN—Problems confronting drive-in
theatres will be discussed in conferences between
a delegation from the Texas Drive-In
Theatre Owners Ass'n and distributor representatives
in New York in the near future,
it was announced here by Hddie Joseph of
Austin, association president. Joseph said
the Texas delegation would include six association
members representing more than
150 drive-in theatres.
"The Texas drive-in theatre owners have
serious problems which we feel can not be
solved until we sit down at the conference
table with the motion picture distributors,"
Joseph said. "We hope for solid accomplishment
at the New York meetings."
The decision to confer with the distributors
was taken at a meeting of the association's
board in Dallas during the summer.
Louis Lepovitz, 48, Dies;
Former Iowa Showman
DES MOINES—Louis Lepovitz, 48, of Mc-
Allen, Tex., a former Des Moines resident,
died at his home there October 26. He had
been ill since he suffered a sun stroke six
weeks ago.
Lepovitz had been an active theatreirian
for many years. He formerly was a Tri-
States partner and managed the Eastown
and Iowa theatres in Des Moines. He also
had owned a theatre in Madrid, Iowa, and
been active in theatre work in Onawa, Iowa,
and Seward, Neb.
He is survived by his wife Ruth, his parents,
Mr. and Mrs. Roy Lepovitz, operators of a
cotton and vegetable ranch in McAllen, with
whom he made his home, and two sons
Larry and Jan.
Big Bear Drive-In Gets Okay
LOS ANGELES—James M. Boyd, president
of the J. M. Boyd Co., film equipment firm,
has been granted permission by the San
Bernardino county planning commission for
construction of a drive-in theatre on 13.89
acres on the south side of Big Bear Lake
boulevard, east of Cienega road, in the Metcalf
Bay area of Big Bear.
5g>^M::«5^::S INDUSTRY PROFILE WiMlM^M^^MSSMMS^^^MiliM^WfMiM^MM^Ml^MMWWiS^^
Jess Jones Started Theatre Career |
As Eigtith Grader at Stroud, Okla. |
CRESCENT, OKLA.—Jess F. Jones, operator
of the Ritz Theatre here, got his
first taste of show business when he was
in the eighth grade in Stroud, Okla. His
teacher was R. Lewis Barton, now owner
and operator of a circuit of theatres and
drive-ins in Oklahoma City. Barton at
that time owned the Cozy Theatre in
Stroud, which he still operates. This was
in 1926, and Jess did a number of jobs
around the theatre, including the janitor
work, and also operated a swimming pool
which Barton had.
In 1929, Jones went to Shawnee for the
Griffith Amusement Co. and worked under
Adam Hornbeck, Shawnee manager, and
Frank Maxey, assistant. Again, his job
was painting signs, bill posting and general
flunky around two or three theatres.
A year later, Jones went to Stillwater and
worked for the late Ray Russ, who operated
the Camera Theatre in opposition
to Griffith. Jones stayed with Russ until
1936, then he bought some portable machines
and operated in several towns
around Tulsa, including Osage, Ramona,
Dawson, Wynona and Ralston.
Jones was out of the industry for
several years, then in 1949 went to Kingfisher
with Don Abernathy, who had purchased
the Temple Theatre, and helped
Dallas Variety to Open
New Larger Quarters
DALLAS—New Variety clubrooms on the
ninth floor of the new Adolphus Hotel annex
will be ready for opening shortly after
November 15, according to Chief Barker
Clyde Rembert.
The new quarters, Rembert said, will be
three times larger than the present ones.
Included will be a lounge, refreshment bar,
dining room, card room and dancing area.
Three days of dedicatory services and
WIN THE CHESTERS—^Louis
Higrdon,
center, vice-president and general manager
for Frontier Theatres, and Texas
COMPO co-chairman of the industry's
Community Chest drive in Dallas, presents
Chesters to Walter Steadman, left,
office manager for National Screen Service,
Dallas, and Stuart Adams, right,
office manager, IntCTstate Theatres, lor
exceeding their quota in the Community
Chest campaign this year.
him remodel it. The house now is known
as the 89er Theatre. Abernathy bought
the Ihomas Theatre and the drive-in from
John Thomas, and Jones managed all
three houses until he bought the Ritz.
Jones helped build the Western Roadshow
Attractions of Chickasha, which now
is being operated by Opal Gray, formerly
of Chickasha. He was out with the roadshow
this summer for three weeks until
the show got a good start with the Royal
American Shows. Jones also built the
Oklahoma Jack Show, now being operated
by Jack Emenhiser and now playing in
Oklahoma and Arkansas.
Jones is serving his second term as city
councilman here and he is a past commander
of the American Legion post,
served four years as treasurer and board
member of the Lions Club, has been a
Boy Scout master since moving here and
was in charge of the community swimming
program for three years, starting out
with 75 boys and ending with 150. He had
to drive them to Guthrie, about 30 miles
away, for three lessons per week in the
Gutlirie Municipal pool. The project got
so big that he had to give it up and the
Lions Club took over.
He has a son and a daughter who help
out at the theatre and sweet shop.
grand opening are being planned for the
new clubrooms.
The present membership roll includes
most of the area show business personalities.
The international chief barker, John
Rowley, resides here. He is also in charge of
the Rowley United circuit, with theatres in
Texas, Oklahoma and Arkansas.
Showman Ed Fadal Hosts
Open House for Presley
WACO, TEX.—Edward W. Fadal, owner of
the Texas Arts Theatre, held open house for
rock and roller Elvis Presley Friday recently
after Presley's show at the Coliseum.
Presley, members of his band, and film player
Fadal said there were
Nick Adams were there.
plenty of extra guests too, after teenagers
found out about the party.
"They were all around, peeking in through
the windows," he said.
He said Presley was there about two and a
half hours, served as disc jockey, playing
everybody's records but his own, then took
off for Houston.
"I've known Elvis for a long time and
decided to have this social event for him,"
Fadal said. "He really enjoyed himself."
Presley recently completed "Love Me
Tender" for 20th-Fox, his first motion picture,
and a personal appearance at the State
Fair of Texas, where he drew a crowd of
26,500 fans. Adams has been seen recently in
"Picnic," "Rebel Without a Cause" and "The
Last Wagon."
Moppet Gary Hunley plays the role of the
frail son of Diana Dors in RKO's "The Lady
and the Prowler."
BOXOFFICE November 3, 1956 sw SW-1

DALLAS
"The Jack Adams and Ray Jones Ass'n has
moved into new exchange offices at 4315
Oak Lawn after modernization of the entire
block. Jones has just returned from New
York, where he had been negotiating for new
product. Ray was formerly employed with
Interstate; Jack is the son of the late Jack
Adams, who had an exchange on pnimrow
many years.
Leon Glasscock, who operates a small circuit
in the San Antonio area, returned from
a three-month tour of 19 European countries,
including Denmark. Glasscock was in to see
Fred R. Hansen of National Theatre Supply
and they had an enjoyable discussion of the
trip, since Hansen was originally a Dane. Although
he hasn't had an opportunity to revisit
Denmark since 1938, Hansen is still very
interested in the land of Hans Christian
Andersen and the late Jean Hersholt.
Sales department: Jim Ronsiek, the new
MGM salesman, came here from Memphis.
Head salesman John S. Allen returned from
a sales meeting in Chicago and Ed Brinn,
formerly covering Houston for MGM, has
been transferred back into this territory
Bill Bond, who was formerly an
. . .
MGM
booker and salesman for Republic, joined the
Columbia sales staff October 11. He replaced
Dale Kerby, who went to work for
the telephone company . . . Mon Whitcher,
Columbia manager, was seen recently on TV
when he made the award presentation to the
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in the area in regard to Walt Disney's November
release, "Secrets of Life," a new
True-Life Adventure, and his December release,
"Westward Ho! the Wagons," starring
Texas' own Fess Parker. Hale will work with
Douglas D. Desch, district sales supervisor
for Buena Vista, whose offices are located
here.
New AA Exchange Holds
Open House at Dallas
DALLAS—Allied Artists held open house
at its new exchange at 2204 Commerce St.
Wednesday (31). Around 250 invited guests
attended and a luncheon was served from
noon until 2 p.m.
The exchange, formerly located for several
'ears at 304 South Harwood, moved into the
ew building at the Commerce-Jackson-Cenal
expressway intersection a month ago.
e new exchange headquarters boasts twice
e office space of the former.
J. A. Prichard, district manager, served
host, assisted by W. E. Pinch, branch
manager. There have been no staff changes
in the Dallas organization as a result of the
move.
The new exchange is featuring "The
Friendly Persuasion" as a mark of achievement
in its progress. The feature is dated
^Kor the Interstate Palace November 22.
)eserter to Iron Curtain
Former Film Worker
ATLANTA—Pvt. Phillip E. Morand, who
pleaded guilty to a charge of deserting to the
Communists and sentenced to five years in
prison, was well known in the Atlanta and
Dallas territories as a booker and film salesman.
The sentence was imposed by U. S.
Army court-martial, which in addition to the
five years imprisonment, also decreed a dishonorable
discharge.
Morand, now 42, admitted deserting from
his unit in Linz, Austria, Nov. 6, 1948. His defense
counsel said
the Russians held him in
Austrian jails and later shipped him to
Budapest, capital of Communist Hungary. He
also said his client was denied asylum by
the U. S. embassy in Budapest. The Communists
failed to indoctrinate him with anticapitalist
and anti-American sentiments.
They failed, the counsel said, because Morand
was "too intelligent."
R. S. Fryer Into Industry
With Thompson Circuit
PRYOR, OKLA.—R. S.
"Dick" Fryer, manager
of the AUred Theatre here, got his start
in show business with Glenn T'hompson,
owner and operator of a circuit of Oklahoma
theatres. Fryer worked for Thompson in
1933-34 in Wilson. From there, he went to
Tishomingo and managed the Thompson in
1935-37.
In 1938, he built the first theatre in Grove,
which he sold to Clay Babb in January 1942.
Fryer erected or bought theatres in Vinita,
Afton and Fairland during this period, then
just before entering the Navy in 1942, he sold
the Vinita house and closed those in Afton
and Fairland. He remained in the service for
three years and joined the Allred Theatre
here after leaving the Navy.
Fryer is married and has one daughter. He
is a member of the American Legion and
the Pryor Chamber of Commerce.
HOUSTON
T oew's State Theatre's stage will be the
scene of the drawing for prize winners of
a contest sponsored by the Houston Chronicle
and Good Housekeeping Institute on Friday
(9) . Contest consists of clipping a coupon and
taking it to a store whose name appears in
the Good Housekeeping section of a Sunday
paper. A five-day, all-expense trip to New
York is the headliner-prize. Others are
money, books, etc.
Actor Leo Carrillo was here to appear at
the Pasadena Fair and Rodeo. He also visited
Texas Children's Hospital, bringing cheer to
the sick youngsters. On the light side, Leo
visited the Variety Club to renew acquaintance
with Manager Rex Van. On the
coincidental side, Leo said he had run into
their mutual friend, John Swor, in California
recently and at about that time John was
getting off a train in Houston. Here to visit
a niece, Swor also visited the Variety Club to
see Rex. Way back before the days of Moran
and Mack, blackface team in which Rex
played the part of Moran, John Swor and
Mack had a duo blackface act called Swor
and Mack. T'hey played all over the world,
according to Rex. Variety's manager is on
the ailing side himself these days. He is
suffering from colitis, due to fatigue, and is
under a doctor's care, he said . . . Tent 34
scheduled its annual general meeting for
Thursday (IK A free buffet dinner served to
the members by Feliz Tijerina was to be
followed by the election of officers.
Jack Bryant, manager of the Variety Club
in Dallas, came here with his wife and group
of friends for the football game between
Rice and SMU. The group visited the local
Variety Club and the Bryants spent the
weekend here.
The 18th annual Bill Williams capon
dinner, held in the Sam Houston Coliseum
Monday (22), already has brought in $80,000,
with much of the money from tickets sold not
yet in. Sponsored by Variety, Optimist, Salesmanship
and Lions clubs, the proceeds go to
their charities—Variety's to their Boys Club.
The Chronicle's Morris Frank was emcee.
Lone Star Brewing Co. paid $4,600 for a chuck
wagon. Sam White (Oldsmobile dealer) paid
$1,500 for a box of homemade candy. A brace
of Roy Rogers' own pistols brought $2,500
from the president of McGehee Oil Co. A
deepfreeze filled with Bill Williams' frying
chickens brought $2,000 from Bear Gracey,
King Capon 7 and Ralph Johnston. Al
Parker (Buick dealer) paid $1,700 for a kingsize
bed.
Tidwell Drive-in's Cotton Griffith has
become the boasting father of a daughter
named Rebecca Jan, born to Cotton's wife
Tommie Sunday (21) in St. Joseph's Hospital.
Rebecca Jan has a mass of curly hair,
"honey gold," says her mother, and looks like
her pappy. Tommie claims that lets her out,
giving them two babies, both looking like
Cotton. The other is 19 months old Harold
Denver jr. . . . An autopsy showed that Mrs.
Mamie Griffith's death on September 28 was
caused by Hodgkins disease. She had been
under a doctor's care one month. Mrs.
BUFFALO
3409 Oak Lawn, Room 107
COOLING
Griffith was Cotton's mother and worked
with him at the Tidwell Drive-In.
The King Center's first "East Side"-"West
Side" shows, were a first drive-in showing of
"The Killers" and "Sleeping City" on one
side, and "You're Never Too Young" and
"The Birds and the Bees" on the other. They
are handled as two theatres these days. The
"West Side" had a giant Halloween midnight
show Saturday (27 1—a Spookathon, beginning
at 11. "Hair-raising thrills! Blood-tingling
chills in the eerie hours after midnight!"
Customers were invited to come as early as
10 p.m. and see the last regular show—plus
"The Maze," "The Bowery Boys Meet the
Monster," "Cult of the Cobra" and "Abbott
and Costello Meet the Mummy." King Center
is a Jefferson Amusement Co. theatre.
Interstate Theatres with pre-Halloween
midnight "spook" parties included horrorshows
at the Alabama, Village, North Main,
Pulton, Garden Oaks, Eastwood, Santa Rosa,
Wayside, South Main and Shepherd Driveins.
Some had double bills, some triple and
the Shepherd had its usual four-bill. The
price at each was 90 cents.
"Oklahoma!" is now in its 19th week at
the Tower Theatre . . . Gen. Vic Barraco's
Bellaire Theatre also had a midnight "Horror
Scope," "Frankenstein Meets the Wolf Man"
and "The Beast With 1,000,000 Eyes" . . .
Eula McKinney Webber's OST Theatre
featured "Scared Stiff" and "When Worlds
CoUide" and a Halloween Midnight Spook
Show, using that last mentioned "Frankenstein"
deal along with "The Mummy's Tomb"
—price 90 cents.
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BOXOFFICE November 3, 1956
SW-3

SAN ANTONIO
. .
Johnny Bustin, amusement editor of the
Austin American & Statesman, flew to
Hollywood for the premiere of "Giant" at
Grauman's Chinese Theatre . The Texas
Theatre, Austin, held a preview performance
recently of "Madame Butterfly." Invitations
were sent out to state officials, musical and
civic leaders. Mrs. Allan Shivers, wife of the
Texas governor, attended with her children.
The theatre was completely decorated in a
Japanese atmosphere, including Japanese
usherettes dressed in oriental costumes.
Greeting the guests were Harold Novy, Trans-
Texas Theatres executive, and Jimmy Mc-
Larty, house manager of the Texas.
Gerald Ashford, San Antonio Morning Express
amusement editor, just back from the
"Giant" premiere in Hollywood, said in his
column that "Hollywood studios look like
warehouse district" . . . Sneak previews
were in order at both the Aztec and Texas
theatres during the week . . . Johnny Tucker,
Joy Theatre manager's helper, went to Key
West, Fla., to visit his daughter . . . Sophie
E>eMatteis, longtime cashier at the Municipal
Auditorium, was back in the boxoffice
selling reserved tickets for "Oklahoma!" now
playing the Broadway at Alamo Heights.
a screen game,
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Oscar Lee Bunting, 65, who worked for the
old Pearl, Royal and Princess theatres, then
owned by the Lytle Enterprises, died . . .
Tommy Bridge, Paramount manager, Dallas,
was in San Antonio for the opening of "War
and Peace" at the Majestic . . . George Kaczmar,
manager of the Empire, brought in two
foreign-made pictures, "The Scarlet Week"
and "Operations Malaya," for a midweek
opening . . . George Watson, San Antonio
Interstate circuit city manager, was a recent
visitor in Austin.
San Antonio Express & News carried large
ads heralding Movietime USA on the newspaper's
television station KENS-TV. Pictures
that will be shown on the full year's run
include "The Champion," "Johnny Holiday,"
"Young Lovers," "Macomber Affair," "And
Then There Were Three," "Johnny One Eye,"
"Fireball," "Citizen Kane," "Dangerous
Mission," "Double Dynamite," "Mourning
Becomes Electra" and "Woman on the
Beach." The six-column advertisements with
photos and scenes from the pictures carried
these lines: "Features all first run movies
never before shown on television in San
Antonio." One feature will be shown on Mondays
at noon.
An 18-year-old Latin-American youth, who
CONCESSION

A&M Student Is Arraigned
In Enid Theatre Holdup
ENID, OKLA.—Arnold Hipkins, 19, a
sophomore in business administration at
Oklalioma A&M college, has been arraigned
on a charge of armed robbery in connection
with the $1,500 holdup of the Esquire Theatre
on the night of July 29. His parents
put up a $10,000 property bond and Hipkins
was released after the arraignment.
His arrest followed the accidental finding,
two days previously, of motorcycle saddlebags
containing articles taken during the
robbery. This discovery was made during
the seining of a small pond on the farm of
John Knecht, one mile south of Enid. Knecht,
his brother Warren and Warren's son Paul
were seining the pond, which is rapidly drying
up, in an attempt to move the fish to
another pond. A neighbor, Tom Denker, was
helping. Knecht said they lifted the net
about 25 feet from the bank, and found they
had picked up the bag. It was in about two
feet of water on the north end of the pond
which is nearest the road.
Knecht said they took the bag to the shore
and began removing the contents. A clip
board of the theatre's sales tax figures fell
out first, and then the gun. Knecht said he
at first thought the gun was a cap pistol. It
was covered with mud and rusty from the
water. When he discovered the gun was not
only real, but fully loaded, he called Garfield
county sheriff Lelon Coyle.
The theatre bandit, who had spelled out
the words "Moondance Kid" with the theatre's
marquee letters in an upstairs room,
drew a gun on employes Joyce Ashcraft and
Ruth Etherton as they were taking the
money to the theatre office on the second
floor. Manager Paul Shipley heard the girls
scream and chased the gunman but lost
him when the robber ducked out a fire exit
with the money bags.
3 Admit Part in Robbery
VINITA, OKLA.—T'hree California men
entered pleas of guilty to charges they broke
into the concession booth at the Lariat Drivein
here. Two of them drew suspended sentences
in district court, while the third, Loy
H. Hearell, 23, was sentenced to two years in
the state penitentiary. Drawing suspended
sentences were Tommy C. Beckett, 24, and
Walter Ray Davis, 23. The trio was arrested
in Tulsa and returned here to face the
burglar charges. Several candy bars, peanuts,
hotdogs and buns were stolen from the concession
booth which was entered by breaking
off the lock on the east door.
13-Year-Old Is Promoted
BAY CITY, TEX.—James Ricketts, manager
of the Frels State Theatre and Bay
Drive-In here, announced the appointment
of Jimmy Elkins, 18-year-old high school
student, as assistant at the Bay. Jimmy has
been with the company for three years. He
attends school in the mornings.
OKLAHOMA CITY RKO Dan O'Shea Drive
XTisitlng the Oklahoma City branch office
of Manley, Inc., last Thursday and Friday
was P. A. Warner, Manley division manager
from Dallas. Warner conducted a sales
meeting for local Manley salesmen while
here . . Cliff Lance has bought a Manley
.
Vista-Pop popcorn machine for his new theatre
Kay Mitchell,
at Burkburnett, Tex. . . . bookkeeper for National Theatre Supply, quit
her job November 2 to move to St. Louis.
. . Local Columbia
Velma Anderson, Columbia cashier, now
is Mrs. Andy Krawcyzk .
salesmen currently are making an all-out effort
for the coast-to-coast "Hey, Rube!"
sales drive in honor of Rube Jackter. Drive
lasts November 1 to June 27 . . . Oklahoma
City is bustling with premieres, previews and
personal appearances by film stars these
days. On FYiday (2), a trade showing of
"Friendly Persuasion" was held at the Center
Theatre. Invitations were sent out to trade
people and a selected list of people in Oklahoma
City who were considered "opinion
makers." The combination tradeshowing and
sneak preview was complete with audience
reaction cards. At the Center also, Zsa Zsa
Gabor will make a personal appearance to
plug "Death of a Scoundrel" on November
7.
Scheduled for advance viewing Monday (5)
at the Harber Theatre is "War and Peace"
. . . The second Cinerama production "Cinerama
Holiday," has its gala premiere November
8 after a press preview November 7 . . .
The State in Oklahoma City, currently showing
the Todd-OA version of "Oklahoma!"
has announced reduction in admission prices
and special student prices for the production.
Exhibitors seen on Pilmrow include Clint
Applewhite, Carnegie; R. R. McCoy, Edmond;
Truman Ellerd, Blanchard: Dana
Ryan, Pawnee; Bill Wilson, Mooreland;
Leonard White, Weatherford; H. D. Cox,
Binger; E. B. Anderson, Norman, and Bob
Busch, Oklahoma City.
Buys Brooklyn, Mich. House
BROOKLYN, MICH.—The Star Theatre on
the public square here has been sold by Mrs.
DeEtte Dunkel to Richard Spangle of Utica.
Elwin Murphy, the theatre manager here for
the past eight years, has agreed to stay on
until Spangle can take over the house.
HANDY SUBSCRIPTION
To Honor Sol Sachs
DALLAS—A special dedication has been
made in honor of Sol M. Sachs, the new RKO
district manager, during the Dan O'Shea
drive set for November 23 through December
20, T. D. Walton, local RKO manager, announced.
The Sachs tribute is to commemorate his
30 years of service with RKO. Sachs began
as a booker and worked up to salesman,
branch manager and now district manager.
Walton said, "Most of us in the office have
worked with him for many years and we
would count it as a personal favor to us if
all of his friends, the exhibitors, would give
their full cooperation by dating all available
features and short subjects during this period."
The RKO Radio Pictures exchange, a division
of RKO Teleradio Pictures, is on the
third floor of the Merchandise Mart, Ervay
at Young streets.
You can depend on us
day or night for service.
OKLAHOMA THEATRE SUPPLY CO.
628 West Grand Ave. Telephone: RE 6-8691
Oklahoma City 2, Oklo.
LIKE YOUR SERVICE fASr
Your SPECIAL
TRAIIERS
)
ruu or
S&(r SeUIMB IHJNCH?
0«OU IM 10MY and tlW«K nSM
Shows Again at Montesano
MONTESANO, WASH. — The Montesano
Theatre is open again and operating three
nights a week, according to Sherman Beidler,
new proprietor. Beidler has been manager of
the Graham Theatre in Elma for three years.
He has negotiated leases with the Odd Fellows,
owners of the theatre building, and
George Cressler, owner of the equipment.

H. R. Mitchell Reopens
Hartselle, Ala., Rodeo
HARTSELLE, ALA.—Hubert R. Mitchell,
who bought the old Strand Theatre here
about a year ago, has reopened it after complete
renovation, with the new name of the
Rodeo. Improvements to the theatre included
renovation of the front, with a new
lighting arrangement and a new red and
ivory color scheme. The lobby and concessions
area has been redecorated in two-tone
good
They add up to
pictures
comfortable
temperatures
"home-comfort" seating
and International
Theater Seats
give your
patrons
that "homecomfort"
relaxation
When seating or reseating your
theater with Internationals, you
win two ways — in lower installation
costs because Internationals
are factory assembled and save
time and labor — and in
maintenance
because all-steel
construction,
hingeless seat suspension and completely
interchangeable seats and
backs require less maintenance.
For complete information on International
theater seats, write, wire or
phone —
Sterling Sales and
Service Co.,
2019 Jackson St.,
Dallas, Texas
or . . .
^temationaC
^ SEAT
DIVISION OF
UNION CITY BODY COMPANY, INC.,
UNION CITY, INDIANA
green and the auditorium features scarlet
and turquoise blue.
A year-around Carrier 20-ton forced air
heating and air conditioning unit has been
installed, as has a wide, curved Bowline
screen, measuring 29 feet wide. A rich red
contour curtain, made of casement cloth, falls
in front of the screen. The auditorium walls
are covered with turquoise colored Allegro
damask hung in pleated panels stretching
from the ceiling 15 feet down the sidewalls
to the wainscot. Colored plastic covers the
lower part of the walls. The seats carry out
the blue and red motif. Chair bottoms are
covered with blue plastic, while the chair
backs are of a bright red nubby-textured
material.
Mitchell also is owner of Hubert Mitchell
Industries, manufacturer of stage fittings,
decorations and props as well as auditorium
draperies and seat cushions. He also heads
the H. R. Mitchell & Co., which developed
and has worked up an important business in
the manufacture of Bowline screen frames,
steel curtain tracks and other hardware items.
In addition, Mitchell owns the Ranch Drivein
here, which he built about four years ago.
Opening night at the Rodeo a stage show
was given, featuring the bull whip act and
fancy and trick roping of Strand Manager
Hank Farris and his wife. The Parrises
formerly were wild west performers in the
southwest and west. Other stage acts were
included in the opening night program, and
the film feature was "Seven Men From Now."
To Rebuild Screen Tower
Destroyed by Flcones
WEST SACRAMENTO, CALIF.—Plans are
near completion for the reconstruction of the
screen tower of the El Rancho Drive-In,
which was destroyed in a recent spectacular
fire. William Yost, manager of the El Rancho,
discovered the fire about 7:27 p.m. when he
opened the outer door of the tower.
"First I smelled smoke, then it came bellowing
through my office," he said. Yost
barely had time to grab the cash from the
safe in his office before the structure burst
into flame. His face and chest were burned
slightly as he escaped from the fire.
At about the same time Yost discovered the
fire, an unidentified person called the fire
department to report one of the two palm
trees at the front of the theatre was on fire.
The fire burned intensely for about 20 minutes
until the asphalt shingle-covered wooden
structure which housed the screen tower,
theatre office, supplies and some equipment,
began to fall apart. There were no patrons
in the theatre. It is owned by the Blumenfeld
circuit.
Slate Matinees at Airer
ARVADA, COLO.—A new policy of holding
matinees on Saturday and Sunday afternoons
is being tried by Merf Evans, manager
of the A-Best Theatre at 5050 Wadsworth
Blvd. The matinees will be held in the
indoor theatre at the drive-in. The Saturday
matinees will be specially tailored for youngsters,
while the Sunday matinees will present
an afternoon showing of the regularly scheduled
feature.
Two Big Events in Her Life
Two days after her daughter Stephanie was
born, Shirley MacLaine signed for the plum
role of the schoolteacher in Paramount's "The
Matchmaker."
WAYS TO GUARD
YOUR HEART
1. AVOID SELF-DIAGNOSIS
In case of doubt see your doctor.
2. AVOID WORRY
Worrying cures or prevents
nothing.
AVOID OVER-FATIGUE
When you rest or sleep, your
heart's vrork load is lightened.
4. AVOID OVER-EXERTION
Exercise in moderation, particu>
larly if over 40.
5. AVOID OVER-WEIGHT
Excess weight loads extra work
on your ^heart.
6. SUPPORT YOUR HEART FUND
Your contribution advances the
nation-wide fight against the
heart diseases through research,
education and community heart
programs.
HELP YOUR
HEART FUND
HELP YOUR
This Space Contributed
HEART
by
BOXOFFICE
SW-6 BOXOFFICE :
: November 3, 1956

MOSE-ING
THROUGH
Central 6- West Texas
.By EARL MOSEbEY.
CANCER
i
pDWARD WILSON FADAL has gone into after running theatres in Refers and Bremond.
^ art exclusively at his Texas Arts Theatre
in Waco this fall, after operating two years While school was out during the summer,
with a split policy Fadal booked a "Tearjerker Week," including
which included Friday-Saturday
bills of "T'here's Always Tomorrow" and "All That
sub runs of U-I's "Never Say Goodbye,"
conventional features Heaven Allows," which he billed as such and
and kid shows.
advertised: "Ladies, We know how you reaUy
"I love the art-type
enjoy a good honest-to-goodness cry! So that
operation," Fadal told you may fully enjoy yourself, we have set
us. "Alfred N. Sack,
aside this week as Tearjerker Week with
owner of the famous
tear-provoking pictures especiaUy for you!
Coronet in Dallas, was Free Kleenex to all ladies in attendance.
my inspiration, and I
No increase in prices."
continue to welcome
"Business was above average," he reported.
his advise and guidance."
"All in all it was a very fine gimmick and
the Kleenex Corp. graciously donated 1,000
boxes of its product. The stunt not only drew
Edward W. Fadal The neighborhood
the women by the droves, but I was amazed
Texas which he purchased from Abe S. Levy,
at the amount of men who came along, too."
now operator of an art house in Houston, is
Another feature to bolster summer receipts
located on 15th at Colcord. Prior to this
purchase, Fadal operated the Elm Street Theatre
which he bought from Waco showman
was the "Teeners Rock'n'RoU Bop Session,"
used every Friday night. It proved tremendously
popular with the teenagers. Fadal
Ed Newman. Fadal had run it as a suburban
booked a bop band on his stage for 30
family house for several years.
minutes, then he played rock and roll recordings
on an especially installed Hi-Fi
•When business dropped so badly," he explained,
"I put m adult type pictures for a
system, which had been loaned gratis. A
year. Then the glamor of this faded, so I
record shop supplied the discs and donated
closed it down for awhUe and completely
refurbished it. I reopened under the new
albums that were given away as prizes to
contest winners. Cash prizes were also given
name of Coronet Theatre, specializing m programs
of 'distinctive films for discriminating
with the patron's applause determining the
winners.
audiences'—and it went over big, even though
"The kids bopped on stage, in the aisles
it was in a poor location for an art theatre.
and in the lobby and had one whale of a
At the expiration of the lease on the building,
good time," Fadal commented. "They all expressed
themselves as having had a good time
I moved into the Texas. It had formerly been
run by Interstate and was very nicely furnished
and equipped. I did some repainting,
and can't wait until next summer when it
will be resumed again."
installed some beautiful murals in the lobby
His first big art picture this season was
and a new neon front with huge illuminated
comedy-tragedy faces which attracted much
"The Ladykillers."
"I will run 'Romeo and Juliet,' 'Macbeth'
publicity."
, and 'Hamlet' in the same week under the
Fadal, a member of Waco's St. Albans
bilUng, 'Shakespeare Festival,' " he said. "A
Episcopal Church, Lions Club, past president
tie-in will be made with the Waco public
of the Baylor University Chamber of Commerce
and a member of the Baylor Exschools
and with the English department at
Baylor University.
Student Ass'n, began there in show business
"Another innovation will be sneak previews
at the age of ten by operating a backyard
and Saturday night previews of the feature
theatre with a Keystone 35mm silent projector.
Admission was three cents. At 13, he
which will begin its regular run on Sunday."
Like Sack and J. D. Wells jr. of the Seventh
emceed all kiddy matinees at Interstate's
Street in Fort Worth, Fadal conducts regular
Waco Theatre three years for J. P. Harrison,
screenings for the press, radio and TV, and
now manager of the Campus at Denton. At
guests are invited from civic groups and
that time he donated his projector to an
women's organizations. He also maintains
elementary school for visual educational
a mailing list and a very sedate program is
needs, and they still use it. When he graduated
from high school, he bought the Ritz
sent out.
"We usually include a personal message
at Valley Mills from Carl F. Tate and operated
it ten years. During this time the young
from the management (about the pictures)
and, when sincere, a personal endorsement of
Fadal attended Baylor University and received
the attraction," Fadal concluded.
his B.A. and M.A. degrees in 1948 and 1949.
Another fall program will include "Aida,"
The Ritz was not neglected; the building was
"La Traviata" and "Cavillera Rusticana,"
completely remodeled with a new lobby, an
billed as an Opera Festival.
Austin-stone multiarched front, carpeting,
drapes, seats, screen and Simplex booth.
Fadal taught one year in the Waco public
school system and spent another year with Improvements Paying Off
KRLD radio and TV in Dallas, then returned SILVERTON, COLO.—The Barlows, who
to the theatre business in Waco.
run the Lode Theatre here, are convinced
He married his cashier at the Ritz, the that it's wise for business people to keep up
former LaNelle McNeill, and they have two with changing times. Since they remodeled
children. When the baby arrived three their theatre this year to accommodate widescreen
projection, they say the quality of
months ago, the event received a full page
pictorial review in Waco's leading newspaper. shows has been raised and the general improvements
are paying off in increased cus-
His brother Johnny Fadal is the owner of
the Crystal Theatre in Hubbard at present, tomer support.
BOXOFFICE November • • 3, 1956
PLAYS
NO
FAVORITES
See your doctor at once if you
have any one of the Seven
Danger Signals...
1. Any sore that does not heal.
2. A lump or thickening, in the
breast or
elsewhere.
3. Unusual bleeding or discharge.
4. Any change in a wart or
mole.
5. Persistent indigestion or difficulty
in swallowing.
6. Persistent hoarseness or
cough.
7. Any change in normal bowel
habits.
STRIKE BACK AT CANCER
MAN'S CRUELEST ENEMY
give to
AMERICAN
CANCER SOCIETY
Through the Courtesy of
BOXOFFICE
SW-7

,:. ^
'^If
you had asked me that question
three months ago...''
— I would have been ashamed to answer you. But today,
I'm glad to say, we have a good Payroll Savings
Plan— with 84.4% of our employees enrolled.
"Of course, we've always had The Plan — put it in
during the war— but with changes in personnel and our
failure to present the Plan to new employees, participation
dropped to almost nothing.
"One day our Stale Director of the Savings Bond Division,
U. S. Treasury Department, dropped in to see
me. When he told me how far below average we were I
asked him what we could do to bring it up. He gave me
a complete campaign built around a person-to-person
canvass that would put a Payroll Savings Application
Blank in the hands of every employee, with the Treasury
furnishing pay-envelope stuffers, posters and other
literature. I was a little dubious about the personal
canvass but our employees were enthusiastic, in fact,
oiBcials of our union volunteered to undertake the
canvass. There was no pressure, no teams, no prizes—
just the distribution of the Application Blanks. Our
employees did the rest— 84.5% enrollment.
"84.5% is a good enrollment but we are not going to
rest on it. A number of companies are in the 90%
bracket— that's our goal."
Your State Director, Savings Bond Division, U. S.
Treasury Department, will be glad to help you install
The Payroll Savings Plan, or build participation in an
existing plan. Write: Savings Bond Division, U.S. Treasury
Department, Washington 25, D. C.
The United States Government does not pay for this advertising. The Treasury Department
thanks, jor their patriotic donation, the Advertising Council and
BOXOFFICE
SW-8 BOXOFFICE
:
: November 3, 1956

Jefferson Paper Asks
Support of Theatre
JEFFERSON, IOWA—An editorial in the
Herald recently discussed the theatre situation
here.
It said:
•'The people of Jefferson have been advised
by the ownership of their local theatre
that increased community patronage is a
prerequisite to continued operation.
"Owner Harold Field did not ask for a subsidy.
He did not criticize the community. He
did not even deny that the theatre had
caused some of its own financial difficulties.
He simply reported what the situation is
and what it will be if things continue unlanged.
He promised a sincere effort to
Remedy weaknesses in the operation from the
ownership and management point of view
-and asked the community to do the same.
"That Jefferson needs a theatre is too
Obvious to require argument. The question
What can we do?
"First of all we can be aware of the need
ffor our cooperation. We can think and talk
movies in our clubs and social groups. We
can develop an attitude of mind which makes
us 'for' the theatre instead of 'indifferent'
^or 'against.'
"Next, of course, we can patronize the theatre.
Mr. Field did not ask the people to go
the shows that they will not enjoy. In
Jact, he specifically urged people to be
elective—to go only to see the type of picture
which they would like. That requires
jfficient interest to become acquainted with
le theatre offering.
"Finally, we can support the theatre as it
undertakes the essential task of increasing
its revenue. There will be a Theatre Guild
?ain this year for which season membership
vm be offered. All of us should see to it that
|the guild goes 'over the top.' From time to
time, we suppose, there will be opportunities
for business firms to join with the theatre
in promotions. From past experience we are
confident the community can count on its
businessmen and women whenever community
service is at issue.
"We are not alarmed about the future
of our theatre—but we are pleased that Mr.
Field awakened us to the situation while
there is still time to do something about it.
We are also pleased that he and his associates
are determined to renew their own
efforts, that they are hopeful and not discouraged.
"Together we can assure the community of
a better theatre, showing good pictures
sooner and assuring us and our children of
the right kind of entertainment."
Cheerful Winter Outlook
Painted at MAC Meeting
MINNEAPOLIS—Managers of this territory's
48 Minnesota Amusement Co. theatres,
meeting here this week, heard encouraging
words from Edward L. Hyman, vice-president
of American Broadcasting-Paramount
Theatres, and his assistants, Bernard Levy
and Al Sicignano, as well as from Charles
Winchel, MAC president-general manager.
The gathering was told that ingredients are
present, especially forthcoming outstanding
product, for exhibition to have a healthy
boxoffice winter. Discussing impending film
releases, the speakers said that it behooved
all concerned with exhibition to demonstrate
the utmost in showmanship in selling these
pictures. Numerous showmanship suggestions
were made.
Another speaker at the meeting was John
Moffett, vice-president-advertising director
of the two Minneapolis newspapers, the Star
and Tribune.
Pat Halloran Finds Gifts
For Birthday on Desk
OMAHA—Pat Halloran, Buena Vista representative
for this area, returned from Des
Moines to be greeted by what he termed
"Filmrow's nicest birthday party."
He found 20 beautifully wrapped gifts on
his desk. He opened them to find everything
from a new cork and corncob pipe to a box
of 12 golf balls—11 of them badly cut and
beaten and one new one.
They were the gifts of Glenn Slipper, National
Theatre Supply, Slug Dudgeon, drivein
manager, and his secretary Vivien Schertz.
Mazda Reopens at Aurora
AURORA, NEB.—The Mazda Theatre reopened
recently with the showing of Martin
and Lewis in "Pardners." The theatre had
been closed for several months, owing to the
illness of Harold Schoonover, proprietor.
Fourth Week of 'War'
High in Twin Cities
MINNEAPOLIS—Two of the only three important
newcomers, "The Mountain" and
"Tension at Table Rock," made fairly good
boxoffice showings, with the former out in
front. Holdovers still were going strong. They
were "War and Peace" and "The Solid Gold
Cadillac" in their fourth weeks and "Fantasia"
and "Between Heaven and Hell" in
their second. A weekend teachers coittfention
and closed schools helped. "The Search for
Bridey Murphy" was pulled by the Gopher
after four days of unsatisfactory business.
(Average Is 100)
Gopher The Search for Bridey Murphy (Para),
split with Northwest Passage (MGM); The Yeorling
(MGM), reissues 70
Lyric Between Heaven ond Hell (20th-Fox), 2nd
wk 125
Orpheum Tension at Table Rock (RKO) 90
Pan—The Solid Gold Cadillac (Col), 4th wk 135
Radio City War and Peace (Para), 4th wk 150
State The Mountain (Para) 100
World Fantasia (BV), reissue, 2nd wk 135
Omaha Opening of 'War'
Grosses 150 Per Cent
OMAHA—A variety of film fare teased the
palates of a large number of Omaha film
fans. "War and Peace" had an opening week
of 150 per cent at the Omaha. "The Opposite
Sex" went above average at the State and
"Canyon River" at the big Orpheum came up
to par figures.
Brondeis Storm Center (Col); Miami Expose (Col). 75
Omaha War and Peace (Para) 150
Orpheum Canyon River (AA); Hot Cors (UA). . . . 100
State The Opposite Sex (MGM) 120
Buys Hopkinton House
HOPKINTON, IOWA—John Loop has
purchased the Iowa Theatre here and plans
to reopen it soon. It has been closed for
several months. The theatre originally was
built by a number of the businessmen of the
town. In recent years it has been owned and
managed by Floyd Wall, who is the present
manager at the Monte Theatre.
Omaha Filmrow Launches
Will Rogers Xmas Drive
OMAHA—A large group of Mlmrow personnel
gathered at the 20th-Pox screening
room to kick off the 1956 Will Rogers Memorial
Hospital Christmas Salute here.
Joe Jacobs, exhibitor chairman for the
Omaha exchange area, said he felt everyone
would cooperate and that "this is the one
endeavor on behalf of all film employes to
which they can contribute."
In addition to branch managers, salesmen
and other exchange workers attending were
three radio and television representatives,
Lyle DeMoss, Ken James and George Haskell.
STAR IN IOWA—Guy Madison, star of "Reprisal!" visited in Des Moines recently
and met with local circuit officials. Standing, left to rig-ht: Myron Blank, president.
Central States Theatres, and board chairman of Theatre Owners of America; Frank
Rubel, general manager of drive-ins for Central States; Mr. and Mrs. Madison;
Nate Sandler; Ben C. Marcus, midwest division manager, Columbia; Hal Barnes,
head of advertising and publicity for Central States. Kneeling; Herb Loeffler,
maintenance department. Central States; Neil Adair, booker. Central States; Byron
Shapiro, Des Moines manager for Columbia, and M. E. Lee, Central States film
buyer and booker.
BOXOFFICE :
: November 3, 1956
NC NC-1

D E S
MOINES
E^iends on the Row were grieved to learn of
the death of Lou Lepovitz and offered
their sympathy to his wife Ruth and their
two sons. Lou was a frequent visitor on the
Row for many years and was well liked by
everyone . . . Don Beal, Warner head shipper,
Is vacationing . . . The Des Moines Columbia
exchange is ready for the big Rube Jackter
Drive which opened last week . . . Universal
screer^ "EJverything But the Truth" at the
Paramount screening room November 2 and
Lou Levy is raving about the great possibilities
of this picture! Lou spent several days
in Muscatine and other Mississippi River
towns recently and tells some fancy fishing
*
*
stories about catching his limit of pike, along
with some other fishing theatremen of that
area!
Mary Akers is the new stenographer at
Universal . . . Clara Helvig was away from
the Universal exchange for a day because of
illness . . . Dorothy Pobst, president of
WOMPI, announces a change in the regular
meeting day of the club for November. Because
the regular thii-d Wednesday falls on
the day before Thanksgiving, the group will
meet November 14 at the Standard Club for
lunch. Dorothy also plans a board meeting
for November 7.
vE^RS
28 ^^"Yer^'ice
V.
direction of H. L. Jepson.
•
*
• Our Modern Repair Shop will repair
your Standard and Super Simplex,
Century and Motiograph Projectors.
John McCallum in charge
• Our Sound Service is under the
Our Sales Department is under the
direction of Dick Sutton.
OWNERS
R. G. FAULDS ESTATE
A. E. THTFLE
DES MOINES THEATRE SUPPLY CO.
1121-23 High Street Des Moines, Iowa Phone CHerry 3-6520
Davenport residents saw one of that city's
oldest theatres torn down recently. The
Liberty was razed to make room for a parking
lot. It had been a burlesque house, stock
theatre and motion picture house. ,
Only One Exhibitor Asks
About Government Loan
MINNEAPOLIS—Exhibitors apparently are
in no hurry to borrow money from the government
to help finance modernization or
purchase of new equipment. Early indications
are that little advantage will be taken of the
opportunity, either because the exhibitors are
not in a position to borrow or haven't any
wish to do so even though they need the
funds.
The Small Business Administration's office
here thus far has received only a single
request from an exhibitor regarding the procedure
necessary to obtain a loan. An inquiry
also has been received from a local
equipment dealer.
Local industry leaders feel that few exhibitors
in this area needing a loan could
qualify for it—not many could supply collateral
or a favorable operating statement for
a loan. Such exhibitors believe they would
only get into deeper water financially if they
borrowed money from the government.
Minneapolis Alvin Theatre
Provides Free Parking
MINNEAPOLIS—The Alvin, a burlesque
house which plays many top films, has become
the second downtown theatre here to
provide free parking for its patrons. Ted
Mann's 400-seat World adopted the gratis
policy nearly a year ago.
Charles Winchell, Minnesota Amusement
Co. president-general manager, says that the
Paramount circuit's three Loop houses here
soon will be falling in line. The chain started
the service at its two St. Paul downtown
houses several months ago. In St. Paul the
World, also a Mann house, has been providing
the free parking for about a year.
Tri-States Chain Makes
Three Personnel Shifts
DES MOINES—Three personnel changes
in the Tri-States Theatre Corp. have been
announced by A. H. Blank, president.
A. Don Allen, former advertising and publicity
manager for the theatre chain, has
assumed the booking and buying duties. Don
Knight, former manager of the Des Moines
Theatre and city manager In Des Moines
for the firm, is advertising and publicity
manager. Tony Abramovich, former manager
of the Capitol in Grand Island, Neb., succeeds
Knight.
Last Twin Cities Airers
Close Gates for Season
MINNEAPOLIS—The last five of the 11
drive-in theatres in this area finally shut up
shop this week for the season. An unusual
stretch of pleasant Indian summer weather
with little rain and comparatively high
temperatures had kept them open later than
ordinarily. Throughout the rest of the territory,
the ozoners shuttered in early October
or sooner.
NC-2 BOXOFFICE :
: November 3, 1956

; police
i
\
ager.
i
the
: George
I
I
and
':
Without
Revisions Being Drafted
In Minnesota Fire Code
MINNEAPOLIS—The state fire marshal
and S. D. Kane, North Central Allied executive
counsel, have been cooperating in
drafting proposed legislation to modernize
fire laws as they concern theatres. The revisions
would put out of business store theatres
and other "outmoded showhouses of
nickelodeon vintage," and prevent the showing
of movies for profit in halls or schools
lacking the necessary fire safeguards.
When the state legislature convenes early
next year the proposed revisions will go into
the legislative hopper.
MINNEAPOLIS
"Phe North Central Allied current bulletin
appeals to exhibitors to become dues paying
members or if they're already members,
delinquent in the payment, to pay up
further delay. Because of the dossing
"of numerous theatres" the NCA income
has been cut while its work load has increased,
and it needs funds. Henceforth, the
bulletin will be sent only to fully paid-up
members. "If you don't pay, you are like the
man who thinks he shouldn't pay taxes for
protection because he has never been
robbed," the bulletin says.
Burtis Bishop, MGM midwest sales manconducted
a local sales meeting ... In
third week of the second half of the
Weltner drive Jess McBride, Paramount
manager here, and his boys find themi
selves in tenth place nationally. The campaign
continues through December 29. The
local group copped first place nationally and
important prize money the first half . . .
Irving Marks, AA manager, was setting up
local first runs for "Blonde Sisters," starring
the glamorous Diane Dors, Great Britain's
Marilyn Monroe . . . Mary Kelly, secretary
to Bob Stone, MGM exploiteer, took a week
off to be with her sister who's expecting a
baby.
After a 12-week run at the downtown World
here, "The King and I" now is doing excellent
business in neighborhood houses . . .
Tom Lutz was back at his MGM booking
desk after a vacation spent hunting in and
around here . . . Richard Egan, star of "Tension
at Table Rock," was here for the dayand-date
openings at the Minneapolis and St.
Paul RKO Orpheums.
Ted Mann, the circuit owner, returned from
a three-week hunting trip in Montana . . .
Kermit Bloomgarden, New York stage producer
who just sold his Broadway hit, "The
Diary of Ann Frank," to the movies for
several hundred thousand dollars, flew in
from New York to give the once-over to his
"The Lark" while it
ceum . . . Jack Schlaifer,
was playing at the Ly-
now an independent
film distributor, was in from New York
to contact local circuit buyers and exhibitors
regarding his product.
MILWAUKEE
T^ilwaukee's "Million Dollar Mile" was alive
with promotional activities guaranteed
to catch the eye of each and every educator
here for the teacher's convention. Milt Harman,
manager at the Wisconsin, went to
town on a contest and other gimmicks in
behalf of "The Best Things in Life Are Free"
. . . Estelle Steinbach, reigning supreme at
the Strand, celebrated a spell of six straight
months continuous showing of "Oklahoma!"
She keeps it going on and on with contests,
long-play albums given away, table tents in
various restaurants, and for a final gesture
thus far, the theatre front painted in a gaudy
red and white with the boxoffice converted
into a surrey.
To some, "War and Peace" might be considered
quite a lengthy film. Erv dumb at
the Riverside says he has seen a few couples
breeze out in the middle of the picture and
come back the next day to catch the balance
. . . Off the Avenue, Joe Reynolds at the
Towne, with Jim Boyle, MGM press agent,
after a week's preparatory work, threw a
special screening for educators, PTA's, and
a host of other organizations in behalf of
"Lust for Life." Had the largest turnout in
years.
Barbara Hanley, manager at the Coronet
Theatre, featuring art pictures, wanted to
show "Game of Love." Since it has been
banned in the last couple of years here, she
figured she'd take a long chance and screen
it for a mixed audience, consisting of the
elite, PTA's, motion picture commission, the
clergy and folks from various walks of life.
The screening was held and the results were
gratifying, so she opened the next night as
she predicted she would, only to be faced with
a half-dozen members of the law roaming
around, one of them on the pay telephone,
calling headquarters. A large number of
theatre owners were present.
Chester Morris, film star appearing at the
Fi'ed Miller Theatre here, was given an
honorary life membership in the Houdini
Club, a Milwaukee originated magician's
organization. To show his appreciation, Chet
uncovered some tricks of magic that might
even have astounded the late Houdini himself
. . . Al Frank, general manager of Fox
Theatres in this area, can be found each
Tuesday evening over at Marino's bowling
alley, spearheading the circuit's bowling
league. "Wish they'd win once in awhile," he
is quoted as remarking.
Don May, manager at the Garfield Theatre,
did an outstanding promotional job on
the teacher's convention matinees for kiddies
. . . Bill Lalor, Jeffris Theatre, Janesville,
was selected Showman of the Year by
National Theatres . . . H. J. Bowker is the
latest addition to the Fox staff . . . John
Stone, executive director of the motion picture
committee of the Jewish Community
Council of Los Angeles, was here to confer
with Sidney H. Sayles, executive director of
the Milwaukee Jewish council. Stone, a
writer, director and producer of motion pictures
for over 30 years, discovered many
stars before he retired. They include Shirley
Temple, Jane Withers, Gary Cooper, Rita
Hayworth, Ray Milland and Joan Davis.
Strange how Bob Thomas' article on Prank
Gruber who claims to be the country's most
prolific writer, happened to appear in the
Journal's green sheet while Richard Egan,
who stars in the film "Tension at Table
Rock," appeared here in connection with it.
Naturally, this was one of Gruber's best
sellers, and Al Meskis, manager at the Warner
Theatre, where the film is showing, "is to
blame" . . . Note in the 40 Years Ago column
of the Green Bay Press-Gazette: "Eben
Eugene Rexford, author of 'Silver Threads
Among the Gold,' noted composer, died here
today at the age of 68."
Dennis Morgan's daughter Kristen is enrolled
at the University of Wisconsin, Madison.
So, because of the tremendous amount
. .
of excess baggage if a plane were used, it
was decided to take to the rails. On arrival
at Madison, and after a hastly "once-over"
Kristen decided to purchase practically an
entire new wardrobe. Result, Morgan had to
take half of the luggage back with him, and
again by train, despite an urgent picture
commitment . The Bluemound Drive-In
has installed 750 new type individual heaters,
which means we will have two theatres holding
forth the year around out in the open.
The Starlite started it.
Convention Expenses
Are Tax Deductible
MINNEAPOLIS—An inducement for exhibitor
attendance at the National Allied
convention at Dallas November 27-29, is the
fact that expenses in connection therewith
are deductible for the theatreowner, S. D.
Kane, North Central Allied executive counsel,
points out in the current NCA bulletin.
He also emphasizes that if the exhibitor's
wife performs a material service in the business,
her convention expenses also would be
deductible.
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BOXOFFICE :
: November
3, 1956
NC-3

OMAHA
pd Christensen, Ord Exhibitor, still is on the
sicklist and his wife is being assisted in
running the theatre by Marcella Lee. Marcella
formerly was employed by exhibitor
A. E. Thacker and his son at South Sioux
City. Christensen has been suffering from
a virus infection that apparently settled in
muscle tissue . . . Bob Quinn, Warner publicity
man from Denver, was in town working
on "Giant," which will open at the Orpheum
this month.
Dick Marvel, exhibitor at St. Paul, almost
had to shovel Warner salesman Bill Wink
from his car on a visit recently. Wink said
he drove through one of the worst duststorms
he had ever encountered . . . Some exhibitors
have been building duck blinds on the Platte
River, which is completely dry at that point.
They hope rains may come or that they may
release water from dams upstream. George
Regan, 20th-Fox branch manager, and Norm
Nielsen, RKO's Omaha representative, were
among weekend pheasant hunters in South
Dakota.
Rich Johnson, exhibitor at Red Oak,
brought home his mother, who recently
underwent surgery at Rochester, Minn. . . .
Clyde Cooley, secretary of the Omaha lATSE,
is home and ready to settle down after vacation
trips to both the east and west coasts
. . . Don Shane, Tri-State manager for this
area, and Carl Hoffman, manager of the
Omaha, attended a Tri-State manager's meeting
at Des Moines.
Delores Adams of the Columbia staff,
formerly with RKO, and her husband Dan
are parents of a son, Daniel Edward . . .
The Columbia office force blossomed out with
king-sized buttons to open the "Hey Rube"
drive honoring Rube Jackter . . . The Variety
auxiliary reported a good crowd for the
membership meeting at the Hotel Regis.
Opal Woodson, United Artists office manager,
is back on the job after an operation
. . . Dorothy Weaver, 20th-Fox assistant
cashier, is vacationing . . . The Pilmrow Golf
League will hold its award dinner at Ross'
Villa Monday night, open to golfers and wives,
and present trophies to the season's winners
. . . Ballantynes are leading the Filmrow
Bowling League at the end of the first round.
Rich Norris of the Airport Drive-In team has
high scores of 243 and 586.
Herman Coffman from Des Moines is new
salesman for the Allied Artists exchange here.
Herman, with the Des Moines branch, splits
his time with two weeks out of Omaha and
two out of the Des Moines office to call on
Nebraska, South Dakota and Iowa exhibitors
. . . Exhibitors visiting Filmrow were Howard
Kennedy and his son from Broken Bow;
Howell Roberts, Wahoo; Bill Zedicker,
Osceola; Phil Lannon, West Point; Phil
March, Wayne; George March, Vermillion,
S. D., and Virgil Adamson, PuUerton.
Plan Free Kiddy Shows
REINBECK, IOWA—At the monthly meeting
of the Reinbeck Commercial Club, members
approved a plan to stage a free motion
picture show on Saturday afternoons for the
youngsters of this vicinity. The plan will be
financed by participating merchants and professional
men who will donate toward a fund
to
operate the theatre and rent the picture.
Richard Myers Named
CLEAR LAKE, IOWA—The
appointment
of Richard Myers of Mason City as manager
of the Lake Theatre here has been announced
by Central States Theatre Corp. Myers
serves as manager of the drive-in theatre between
here and Mason City during the summer
and will now handle the Lake.
Lee PurcelL 47, Dies
OMAHA—Lee E>urcell, a former employe at
the Brandeis Theatre here, died at the age
of 47. He is survived by his wife, a daughter,
his mother and stepfather, Mr. and Mrs.
Charles Messersmith. He was employed at
the United States National Bank at the
time of his death.
Marauders Get Little Loot
FALLS CITY, NEB.—Burglars who tackled
the Breezy Hill Drive-In and the Food Basket
managed to do damage, but failed to make
much of a haul except for small quantities of
cigarets and candy taken from the food store.
No money was taken.
Louis Lepovitz, 48, Dies;
Former Iowa Showman
DES MOINES—Louis Lepovitz, 48, of Mc-
Allen, Tex., a former Des Moines resident,
died at his home there October 26. He had
been ill since he suffered a sun stroke six
weeks ago.
Lepovitz had been an active theatreman
for many years. He formerly was a Tri-
States partner and managed the Eastown
and Iowa theatres in Des Moines. He also
had owned a theatre in Madrid, Iowa, and
been active in theatre work in Onawa, Iowa,
and Seward, Neb.
He is survived by his wife Ruth, his parents,
Mr. and Mrs. Roy Lepovitz, operators of a
cotton and vegetable ranch in McAUen, with
whom he made his home, and two sons
Larry and Jan.
Begins Kiddy Series
ALGONA, IOWA—The Algona Theatre began
its Saturday matinee series of special
children's shows last week. The program each
Saturday afternoon will consist of an approved
children's feature, plus six color cartoons.
The series will run for ten weeks.
George S. Berger Dies
FORT LAXn>ERDALE, FLA.—George S.
Berger, 74, died at his home here. He formerly
lived in Detroit where he was controller
of Butterfield Theatres.
Dark a Year, Reopens
SUPERIOR, WIS.—After being closed for
one year, the Superior Theatre was reopened.
The manager is Michael Wainstock.
Theatre Stock Sells Steadily
MARCUS, IOWA—The committee working
on the sale of additional stock in the Marland
Theatre Corp. reports that the drive has
passed the $4,000 mark. They are confident
of reaching the $5,000 goal and plan to canvass
all
prospects soon.
New Manager at Janesville
JANESVILLE, WIS.—Manager Robert H.
Spanbauer, who has been manager of the
Lake Park Drive-In at Fond du Lac, has
been appointed manager of the Highway 26
and the Myers Theatre here.
First in exhibitor subscriptions
First in total advertising
First in complete news coverage
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NC-4 BOXOFFICE :
: November 3, 1956

. Cline,
Chief of Police Lauds
Film Committee Idea
DAYTON—Drawing a fine line between
"obscenity" and "art" is the problem facing
Ohio law enforcement officers in enforcing
the state's antiobscene films law, said Paul
J. Price, Dayton chief of police, who declared
current proposals here to appoint a
citizens committee to detect obscene films
had merit.
Price added that much of the proposed committee's
effectiveness would depend on the
liber of persons chosen.
Sheriff Bernard L. Keiter said "the idea
tunds good to me." The sheriff's office recently
confiscated a print of the nudist feature,
"Garden of Eden," at the Sunset Cruise-
In. Keiter said the committee could call
attention to such films.
The citizens committee was proposed by
athias H. Heck, Montgomery county prosetor.
He said the committee should be
losen "from a good cross-section of the
meral citizenship" including religious
groups, Parent-Teacher Ass'ns, labor, service
clubs and housewives. The prosecutor said
luch a group would be legal because it would
erely "advise." He said his office would
t on recommendations by the group.
Es
Local 248 of the operators union went on
icord in favor of Heck's proposal. James
attorney for the union, said the
iperators local appointed members to meet
ith officials on the matter. Cline said memrs
discussed the matter of protection for
projectionists in cases of confiscation of
films. "There's no protection now, as there
was when censorship was in force. A projectionist
can't do anything about the film he is
showing," said Cline, who represents John
Holokan, Sunset Cruise-In projectionist,
who was arrested with owner Sylvan Rothschild
and Gary Gammell, house manager.
Paul HoUen Is Appointed
To Ashland, Ky., House
ASHLAND, KY.—Paul Hollen, who has
been in the entertainment field for more
than 40 years, has been appointed successor
to John Godfroy as manager of the Paramount
Theatre here. Hollen comes to Ashland
from Miamisburg, Ohio, where he managed
the Plaza Theatre for two years. He
has been with Mid-States Theatres, owners
of the Paramount, for two years.
Hollen spent ten years in Charleston, W.
Va., as general manager of Alpine Southern
Theatre and later went to Cincinnati as assistant
general manager of the S&S Amusement
Co. Hollen is married and the father
of three boys, all married. Mr. and Mrs.
Hollen have already taken up residence here.
Ashland three years,
Godfroy, who was in
was promoted to general manager of the
Oakley Drive-In Theatre in Cincinnati, also
operated by Mid-States.
Close Greenfield Lyric
GREENFIELD, OHIO—The Lyric, operated
by Mr. and Mrs. Paul Orebaugh under lease,
has been closed by the state division of factory
and building inspection because of alleged
noncompliance with an order issued
to the owner of the building, Mrs. S. T. Gray,
to make certain improvements.
Myers to Preside at ITO
Dinner for Martin Smith
COLUMBUS—The board of directors of
the Independent Theatre Owners of Ohio
will meet Monday (12) at the Deshler-Hilton
Hotel here on the eve of the state convention
of the association November 13, 14.
The convention will open with a luncheon
at noon Tuesday (13). Registration will be
held prior to the luncheon. Speakers at the
luncheon and afternoon session will include
Abram F. Myers, Allied general counsel; Rube
Shor, president of National Allied; Jay
Emanuel, tradepaper publisher and eastern
Pennsylvania exhibitor. A film on the history
of projection will be shown by National Theatre
Supply Co. Committees will be appointed
at the first session.
A testimonial dinner to Martin Smith,
president of the association from 1921 to 1923
and from 1925 to 1952, will be held Tuesday
evening in the Yellow Room. Toastmaster
will be Abram F. Myers.
Three Showmen Renovate
Their Houses in Ohio
CLEVELAND—An upturn in theatre equipment
buying, indicating confidence in the
continued popularity of motion pictures is
reported by M. H. Fritchle, head of Oliver
Theatre Supply Co.
Fritchle recently contracted with Chris
Velas of Bellaire to Install equipment in the
Taplin Theatre, Powhattan Point, which Velas
is reopening. This includes a new screen and
anamorphlc lenses for the showing of Cinema
Scope.
In Granville, Art Miller is remodeling and
redecorating the Opera House and his rehabilitation
program includes installation by
Fi'itchle of complete projection equipment
including RCA sound, projectors, lamphouses,
and anamorphlc attachments. This house has
been closed several years.
Maurice Barck, owner of the Park Auto
Theatre, Alliance, purchased from Oliver
Theatre Supply Co. anamorphlc attachments,
generators. Cinemascope lenses and a new
screen.
'Code of Dress' Suggested
For Juvenile Patrons
Columbus—Ohio exhibitors might well
adopt a "code of dress" for juvenile patrons,
according to an Independent Theatre
Owners of Ohio bulletin, which pointed
out that the Alliance Theatres in Indiana
has such a code.
"The boys are required to wear pants
that fit them decently and they must
wear belts," the bulletin said. "The girls
cannot wear short shorts, shirts hangingout
and dirty jeans. When a youngster
is dressed up, he invariably changes his
behavior to conform with his attire."
Mrs. Lelia Stearn, operator of the
Southern Theatre here, has had such a
code for many years and "it caters to
more well-behaved children and teenagers
than most of the other theatres in
town."
Three separate film clinics will be held,
starting at 10 a.m. Wednesday (14). Irving
Dollinger, Allied national treasurer, will conduct
the clinic for subsequent run theatres.
E. L. Ornstein, president of Allied Theatres
of Kentucky, will conduct the clinic for small
towns and Dr. Marvin Sandorf, owner of the
Twin Theataire of Indianapolis, will lead the
drive-in clinic.
Speakers at the Wednesday luncheon are
scheduled to be Hugh McLachlan, chairman
of Allied's equipment committee; Al Sindlinger,
film industry research analyst, and
Dollinger. The convention will adjourn not
later than 4 p.m.
Convention exhibits will be installed by
National Theatre Supply Co., Ohio Bell Telephone
Co. and Coca-Cola. National will show
its new curved gate and a "vandal-proof" seat.
Ohio Bell will demonstrate its answering service
and Coca-Cola will dispense its beverage.
Toledo Theatre Ass'n
Elects Abe Ludacer
TOLEDO—The Toledo T'heatres
Ass'n met
recently in the Secor Hotel to elect new officers
for the coming year. Elected were:
president, Abe Ludacer, manager of the
Valentine and Esquire theatres; vice-president.
H. M. McManus, manager of the Telegraph,
Parkside and Starlite drive-ins; secretary-treasurer,
Martin G. Smith, Smith &
Beidler circuit.
Composing the new board of directors are
Marvin S. Harris, manager of the Paramount
Theatre, representing the Jack Armstrong
circuit; Al Dennis, manager of Skirball's
Rivoli, Palace and Pantheon; Milton Lewis,
manager of Balaban and Katz' Princess Theatre;
Urban Anderson, manager of the
Colony, a unit of the Associated circuit of
Cleveland; Mrs. Virginia O'Donnell, owner of
the Loop, and Edward J. Bialoruckl, Ohio
theatre owner.
In addition to electing officers, a committee
was appointed to meet with a committee
of projectionists Local 228 to discuss terms of
a new contract to replace the current contract,
which expires January 1.
Big Play for AIP Packages
In Detroit and Upstate
DETROIT—Allied Film Exchange booked
the horror combination of two AIP productions,
"The She Creature" and "It Conquered
the Earth" to open in 44 houses day
and date October 31. First run in Detroit is
the Broadway-Capitol Theatre, downtown, together
with the entire first run setup of the
Butterfield Circuit, and 15 independent upstate
houses.
Following this combination. Allied slated
a world premiere of two AIP films, "Shake,
Rattle and Rock" and "Runaway Daughters,"
to open at the Broadway-Capitol on November
13. Screen stars Lance Fuller and
Touch Connors will come in for personal
appearances in connection with the premiere.
BOXOFFICE November 3, 1956 ME ME-1

Theatres Win Repeal
Of Tax at Cincinnati
CINCINNATI—The city council has eliminated
the 3 per cent tax on theatre admissions
up to 90 cents, action similar to that
taken recently by the federal government.
The tax elimination became effective Thursday
(1). Councilman Carl Rich said any
help given the theatres will help keep the
downtown business district alive.
Downtown theatre operators, headed by
Joseph Alexander of RKO Theatres and Carl
Ferazza of Keith's, spearheaded the successful
appeal to the council to eliminate the
tax. The theatremen pointed out to the
councilmen that theatres are having a difficult
time due to so
many TV films available
for free viewing, the recent exciting baseball
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BOXOFFICE :
: November 3, 1956 ME-3

INSPECT 1,050-CAR AIRER—Aubrey Schenck and Howard Koch of Bel-Air
Productions, and Lori Nelson, actress, of Hollywood inspected the $350,000 Bel-Air
Drive-In on Valley boulevard at Fontana, Calif., with owners Al O'Keefe and Milt
Hosfelt before the Hollywood-type opening, which was on Halloween night. The
Bel-Air screen tower is ten stories high and the de luxe situation boasts all modern
developments in drive-in construction. Left to right are Koch, Hosfelt, Miss Nelson,
O'Keefe and Schenck.
New Sound System at Gait
GALT, CALIF.—Complete electronic equipment
for stereophonic sound has been installed
at the Gait Theatre by Ray S. Hanson,
who purchased the theatre a few months ago.
Hanson said the installation represents an
investment of some $3,000.

m^COLUMBUS
r\onald Hooten, manager of the subsequent
run Uptown, has been appointed manager
of the Grand, according to Ed McGlone, RKO
city manager. The appointment will be effective
November 11. Hooten is a native of
Indianapolis, where he started in show business
with the Marcus circuit. He succeeds
Robert Horton, who resigned to become manager
of the Hollywood in College Hill, Cincinnati.
Neighborhoods and an art theatre here have
kbeen offering special attractions. Charles
[sugarman at the art World offers lobby
(broadcasts by Reid Leath over WCOL. The
[Hudson of the Miles circuit has a giveaway
[program. The Russell offered Rockin' Rudy
[Hansen on the stage and the Linden, op-
[erated by Frank Marzetti, billed the Rusty
^Bryant band on the stage.
Harry Schreiber sr., manager of Franklin
County Veterans Memorial Auditorium and
former RKO city manager, became a grandfather
with the birth of Margaret Elizabeth
Schreiber, daughter of Harry jr. and his
wife Peg . . . Robert McKinley, assistant
manager of Loew's Broad, returned from a
vacation in Miami and Havana.
Manager Ed McGlone of the Palace booked
'Giant" to open November 12, to be followed
by the Elvis Presley film, "Love Me Tender."
Long Fight for Channel 12
May Be Resolved Soon
DETROIT—New hearings on the allocation
of television channel 12 for Flint, Mich., are
scheduled to start by November 16 on the
applications of Trebit Corp. (WFDF) and
W. S. Butterfield Theatres, Inc., of Detroit.
Two years of litigation have been involved,
and the FCC has now ordered new hearings
following decision of the District of Columbia
court of appeals upon appeals by these two
applicants.
The third applicant, originally granted the
allocation by the FCC, is WJR of Detroit,
which opposes the Trebit application on the
ground of multiple station ownership. On
the Butterfield application, WJR's president,
John P. Patt, said that they "will find as we
did that the transmitter site they proposed
one which included metropolitan Detroit in
its total coverage area—is an impractical one
today if a network affiliation is contemplated
with any of the three existing networks."
Fire Routs 100 in Theatre
DETROIT, MICH.—A two-alaxm fire in
the Franklin Theatre, 12719 Gratiot, sent 100
patrons scurrying for safety when film in the
projector caught fire and the projectionist,
Carrol Gates, was unable to extinguish it.
When he opened the door of the projection
booth to escape, the flaming film fell down
the stairs, burning them. No one was injured
and damage was limited to the projection
booth and the stairs.
BOWLING
DETROIT—Ernie Forbes holds a narrow
lead in the Nightingale Club Bowling League:
Teom Won Lost Team Won Lost
Forbes 9 3 Amus't Supply. . 6 6
Not'l Carbon... 8 4 Local 199 3 9
NTS 8 4 Altec 2 10
High scores—Jack Colwell 206-190-220, for
a big 616 total; Ralph Haskin 194-212, 564;
Roy Thompson 198, 555; Edgar Douville 222,
540; Sherman Lambly 190, 531; Roger Valiquette
206, 518; Welber Haartge, 529; Matt
Haskin 193.
Palace in Lansing Closes,
In Operation Since 1914
LANSING, MICH.—The Plaza T'heatre,
which had been in constant operation here
since 1914, closed its doors "permanently" on
a recent Sunday night. Employes were not
notified of the closing until they received
their paychecks Sunday night.
Mrs. Bertha Anger, who had been employed
at the theatre for the past 36 years,
reported there had been a gradual decrease
in patronage in the past year. The theatre
was established by Walter J. Hall, who
owned and operated the house until his
death about three years ago. Since that time
it has been handled by members of the family,
and when it closed, it was being managed by
Harvey Devine, a son-in-law.
Jammed for Tradeshow
CLEVELAND—There wasn't a vacant seat
in the 1,250-seat Ohio Theatre for the recent
invitational showing of "The Ten Commandments."
It was said to be the largest
turnout for a trade screening ever held in
Cleveland. Guests of Loew's Theatres Division
Manager Frank Murphy included representatives
of the clergy of all faiths, as well
as social workers and city officials. Only the
highest praise was heard from the audience
and no one criticized the length of the performance.
W. Ward Marsh, Plain Dealer film editor,
the following day called "The Ten Commandments"
the "greatest picture ever made."
He concluded his enthusiastic comment on
the picture with, "In all my years of filmgoing
and of all the pictures I have ever
seen, this leads, this is the greatest."
Sanders Circuit Theatre
Makes Improvements
CAMPBELLSVILLE, KY.—Robert L.
Close,
manager of the Sanders theatres here, has
reopened the Cozy Theatre after a remodeling
program which included the adoption of
a widescreen, interior redecoration and a
newly constructed concession stand. The
Cozy is now open four nights a week, Friday,
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BOXOFFICE :
: November 3, 1956
ME-5

Supply House Is Renamed
TOLEDO—The name of the American
Theatre Supply Co. has been changed to
Toledo Theatre Supply Co., and the business
is now being operated as a subsidiary of the
Concession Supply Co., 3916 Secor road. Paul
Hueter, former owner of the firm, has retired.
B. H. Brockway is manager of Toledo Theatre
Supply and Chris Spanoudis is sales
manager.
Revival Center Buys Theatre
COVINGTON, KY. — Covington Revival
Center has purchased the old Family Theatre
at 633 Main street and will conduct revivals
there nightly except Monday.
"The Girl Most Likely" is Jane Powell's
first picture under her new RKO contract.
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CINCINNATI
TZrilliam Retter, 56, projectionist for the St.
Paul Theatre, Dayton,, died recently of
a heart attack Juhan SUberstein, circuit
exhibitor of
. . .
Huntington, W. Va., was In
Martinsville, Ind., for a rest and vacation . . .
Dick Martin of the Columbia Theatre, Ashland,
reported that the combination "Hot
Rod Girl" and "Girls In Prison" made record
grosses for his theatre for a Thursday-Saturday
run . . . "Heartbreak Ridge" just completed
its first southern Ohio showing in the
RKO Palace at Columbus. A new combination,
"Apache Drums" and "River Lady," is
scheduled to have a first run simultaneous
engagement In five local houses November
4-6.
Frank Yassenoff was planning to open his
new Airport Theatre in Columbus this week.
This is a combined drive-in and indoor theatre.
The indoor section will be open the year
round . . . Mrs. Walter MUes is convalescing
at home, following an operation. Mrs. Miles
is owner of the Miles circuit in Columbus . . .
In-car heaters have been installed in Al
Boudouris' Scioto Breeze Theatre, Lucasville,
for year-round operation; also in the Belmont
Auto Theatre, Dayton, owned by Max
Millbauer.
Frank Weitzel, who operates a booking and
buying service, made a trip to West Virginia
to visit his various accounts . . . Robert Epps
is again connected with the Classic Theatre,
Dayton. Epps is handling all booking,
buying and physical operations . . . The new
manager of the local Imperial Ttieatre, one
of the Associated Theatres houses, is Robert
Dury. He fills the vacancy left by the death
of C. S. Stewart . . . Steve Vradelis of the
New Salem Theatre, Dayton, recently made
the rounds of the exchanges.
. . .
Reva Richardson of the Rona Theatre,
Ironton, has been under the weather lately
Howard Shelton, exhibitor of Vanceburg,
Ky., is a granddaddy for the first time. His
daughter gave birth to a baby girl . . . Exhibitors
in the Portsmouth area complain
that their business has been greatly affected
by the telephone strike . . . Ernest Turner of
the Drift Theatre, Drift, Ky., has installed
Cinemascope, and has reopened his house.
James A. McDonald, manager of Theatre
Owners Corp., spent a weekend in South
Bend, Ind., with his son, who is a senior at
Notre Dame. They attended the Notre Dame-
Purdue football game . . . Jack Needham and
his son John David were visitors on the Row.
The two plan to attend the coming Allied
States convention in Dallas. Others in town
were James Rogers of Huntington, W. Va.;
William Goldcamp, Portsmouth; Jim Herb,
Dayton.
The Realart exchange is having a complete
painting and redecorating job done . . .
Charles Dortlc, formerly connected with
Warner Bros, in a sales capacity, has returned
to his home in Pittsburgh because of
a recurring leg injury . . . R. J. "Bob" Bums,
WB Columbus salesman, is still convalescing
from recent automobile Injuries. He is Improving
slowly and expects to be able to resume
road activity In a few months.
William Dozler has announced that Kaye
Ballard will star for RKO In one picture a
year for seven years.
Foreign Films Take
Cleveland Honors
CLEVELAND—This was a rather quiet
week in Playhouse Square. "War and Peace"
ended a four week run at the Hippodrome
with a gross slightly under average. "Attack!"
had a pretty good weekend at the State with
the week's total hitting 120 per cent. It was
the art houses that attracted the top business
of the week. "Rififi" in its second week
at the Heights Art Theatre topped the house
average by 50 per cent and at the Lower Mall
"Boris Godunov" hit a good 120 per cent.
Both art pictures were held. Warm, balmy
autumn weather was formidable competition,
even for the strongest screen attractions.
Allen The Unguorded Moment (U-l) 105
Hippodrome ^Wor and Peace (ParaJ, 4th and finol
wk 90
Lower Mall Boris Godunov (Artkino) 120
Ohio Rebel in Town (UA); Huk (UA) 100
Heights Art— Rififi (UMPO), 2nd wk 150
Palace The Solid Gold Cadillac (Col), 2nd wk... 90
State Attock! (UA) 120
Stillmon Flight to Hong Kong (UA) 50
Good Turnouts See 'Solid
In Second Cincinnati Week
CINCINNATI—"The Solid
Gold'
Gold Cadillac,"
in its second week at Keiths, was the high
grosser downtown, doing 140 and assuring a
longer run at this theatre. Other grosses
were fair.
Albee Toword the Unknown (WB) 110
Grand The Boss (UA); Behind the High Wall
(U-l) 95
Keiths The Solid Gold Cadillac (Col), 2nd wk 140
Paloce War and Peace (Para), 3rd wk 100
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ME-6 BOXOFFICE :
: November
3, 1956

I
NFB Building Makes
lis Official Debui
Laurent was officially opened on October 24
when R. H. Winters, Canadian minister of
Hpublii works, presented a golden key to J.
fublic
Pickersgill, minister of citizenship and
igration, whose department is responsible
or the NFB's operations.
A highlight of the occasion was the presentation
to the NFB of another in its long
list of awards. This was the gold medal of
IHbr tt
I
MONTREAL—Tlie new $5,250,000 National
Im Board building in suburban Ville St.
the Netherlands Scientific Film Society,
anded to Dr. A. W. Trueman, board chairan,
by Dr. Henk Nieuwenhuize, a founder
ember of the Holland society. It was
aimed this was the first occasion the medal
ad been presented to an organization outlide
Holland.
Opening of the building brings to a conclusion
a unique event in federal government
history. Formerly housed in eight or nine
buildings in Ottawa, the NFB had the delicate
task of moving a staff of 450 and equipment
and materials valued at about $2,000,000 to
the new premises here. The foundation stone
was laid less than a year ago and work on
film production was started in June.
One of the features is the construction of
the shooting stage in the form of an interior
shell isolated from the rest of the building
to shut out exterior noises. (A CF-100 jet
craft was flown directly over the building
;at a 500-foot altitude, using full engine power,
to test its qualities. It was established that
jet aircraft will not interfere with recording
operations.)
A recent major development carried out by
the technical division of the NFB in charge
of Gerald Graham, has been the sproketape
recorder, a high fidelity, lightweight unit
which has replaced units weighing several
hundred pounds. Trueman paid tribute at
the official opening of the building to the
technical staff for this innovation.
Trueman also disclosed that the board was
planning to build a $300,000 vault storage
building for its 65,000,000 feet of films.
Pickersgill said the main reason why the
NFB had moved to Montreal was that in this
city, perhaps more than in any other Canadian
center, were to be found the two cultures
and the two languages used dally by
the largest number of people living in a
single unit. It was, above all, the place where
the two cultures belonging to a single nation
are best expressed.
Winters said that one of the reasons for
the change from Ottawa to Montreal was
that in its present location the NFB's writers
and producers would find the answers to
many production problems.
The new structure, said Winters, was in the
best site, physically and culturally, and was
designed primarily to provide technical efficiency
with the most modern equipment.
The film production center comprises a
120x70-foot shooting stage. There is the most
modern type of cutting bench and there are
soundproofed rooms for the composers of
music which accompanies NFB films.
A 3,000-gallon capacity network of pipes has
been installed in the new building to supply
the processing labs with development fluid.
This enables the technicians to do their own
color developing.
The building altogether contains office
facilities, theatre, board room, kitchen and
cafeteria. In a second section are facilities
for developing and printing, screening, enlarging,
research, time lapse photography, shops,
stores, boiler room and utility services. A
third section contains shooting stage, recording
studio, dressing rooms, stores, carpentry
shop, animation and artists section.
CBC to Produce Series
On Mounties for Video
OTTAWA—A. D. Dunton, board chairman
says the Canadian Broadcasting Corp.
has arranged for the production of a TV series
based on the RCMP in collaboration with
Canadian studios, one of which is reported
to be Crawley Films of Ottawa.
At present the CBC is cooperating with
Normandie Productions, Canadian affiliate
of Television Programs of America, in the
making of "The Last of the Mohicans" In
39 half-hour episodes for TV starring Lon
Chaney and John Hart. The company is
engaged in location work on Arthur Gottlieb's
estate, Pickering, Ont.
Steal Safe and $650
ST. JOSEPH, MO.—Burglars broke into the
Cowtown Drive-In here last week and took a
safe containing about $650 from the manager's
office. Beverly Miller of Kansas City,
owner of the theatre, said the thieves broke
a plate glass window on the dark side of the
building, then entered the manager's office,
located behind the boxoffice.
HANDY

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BOXOFFICE
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ME-8 BOXOFFICE :
: November
3, 1956

Holdovers Stay Big
In Boston Key Runs
BOSTON—With only three new progi-ams
this week, business was not marked by any
distinguishing figures, although the holdovers
did well. The new films were "The Unguarded
Moment," "Secrets of the Reef" and "Attack!"
all average. The holdovers, "War and Peace,"
(Oklahoma!" "The Solid Gold Cadillac,"
Seven Wonders of the World," "Fantasia"
nd "La Strada" were all above average.
(Average Is 100)
istor The Solid Gold Cadillac (Col), 2nd wk 120
Beacon Hill Fantasia ;BV), 3rd wk., reissue .... 1 10
Boston Seven Wonders of the World (Cinerama),
8th wk 125
Exeter Street Secrets of the Reef (Cont.) 1 25
Kenmore La Strodo (Trans-Lux), 3rd wk 105
Memorial The Unguorded Moment (U-l); Showdown
at Abilene (U-l) 100
Metropolitan War and Peace (Para), 4th wk 125
Paramount Toward the Unknown (WB), 2nd wk. . 80
Saxon Oktohomo! (Magna), 6th wk 1 40
^^tote and Orpheum Attack! (UA) 100
^BtJnguarded Moment' With 140
^.eads Providence First Runs
^M PROVIDENCE—"The Unguarded Moment,"
^Hi)laying at the Albee, racked up 140 to lead
all downtown first runs. "Bandido" at Loew's
State with 110 was runnerup. The Strand
reported an even 100 for the second week of
"War and Peace." Another record-breaking
heat wave hit this area, resulting in added
impetus at the drive-in boxoffices. Business
conditions continue spotty with little or no
,signs of the anticipated fall increase.
kibee—The Unguarded Moment (U-l) 140
Loew's— Bandido (UA) 110
Mojestic The Best Things in Life Are Free (20th-
Fox) 80
Strand War and Peace (Para), 2nd wk 100
New Haven Grosses Firm;
Tea' Leads With 175
NEW HAVEN—Downtown receipts continued
to be generally excellent, with three
key houses reporting grosses substantially
above normal. Two of the bright reports were
for holdovers, "The Solid Gold Cadillac" and
"War and Peace."
College—The Solid Gold Cadillac (Col); White
Squaw (Col), 2nd wk 1 50
Paramount Wor and Peace (Para), 2nd wk 120
Poll Teo and Sympathy (MGM); Storm Center
(Col) 175
Roger Sherman Unguarded Moment (U-l); Showdown
ot Abilene, (U-l) 85
Hartford
High Mark Scored
By 'Heaven' and "Fury'
HARTFORD—Business continued only fair,
with only a pair of double features scoring
above average. "Between Heaven and Hell"
and "Stagecoach to Fury" teamed up at the
Poll for the top mark of 115. "The Solid Gold
Cadillac" and "The White Squaw," in a third
week at E. M. Loew's, had a mild 110.
Allyn Wor and Peoce (Para), 3rd wk 85
Art ^Fon-Fon, the Tulip (Trans-Lux), reissue.... 90
E. M. Loew The Solid Gold Cadillac (Col); The
White Squaw (Col), 3rd wk 110
Polace The Killers (U-l); The Sleeping City (U-l),
reissues 80
Poli Between Heaven and Hell (20th-Fox);
Stagecoach to Fury (20th-Fox) 115
Meadows The Search for Bridey Murphy (Para);
Flaming Feother (Para), reissue
Strand A Cry in the Night (WB); The First
80
Traveling Soleslody (RKO) 100
Grown-Ups Night Started
At Connecticut Drive-In
HARTFORD — Arthur Alperin of the
Colonial Theatre in Southington, Conn., is
promoting a Grown-Ups Night.
No children under 18 are admitted on
Tuesday and Thursday nights unless accompanied
by their parents, except when
there is no school next day.
"Second," Alperin explained, "we're going to
pay your baby sitter those nights ... or
If you have a child, or know
almost, anyway.
a child who attends our Sunday matinees,
you can be our guest free on Tuesday or
Thursday nights.
"To each child buying an admission Sunday
afternoons we will present a complimentary
ticket good for the free admission
of one adult over the age of 21 for the very
next Tuesday or Thursday only. Or two
adults will be admitted on this ticket, one free
and the other for 50 cents. That's a quarter
a head. You have to pay the baby sitter
but have the kids get you free tickets and
you don't have to pay us. Well, not much,
anyway. Good deal?"
Halloween Kiddy Shows
Popular in Connecticut
HARTFORD — Halloween kiddy shows
were popular throughout the territory over
the October 26-27 weekend. Circuit situations,
primarily the Stanley Warner houses in the
Connecticut VaUey, offered various free gifts
to kiddy patrons. There were no sessions in
public schools October 26 because of the statewide
teachers' convention, an annual event.
The SW Capitol, Willimantic, offered
masks, comic books and prizes for the best
holiday costumes. The local Rivoli, a Shulman
house, distributed prizes for most unique
costumes and offered a Jane Hart dance
troupe in a stage program as part of an
afternoon stage-screen schedule.
Similar programs were presented at the
independent Meriden, Meriden; Perakos
State, Jewett City; independent State and
Palace, Torrington; Palace at Danbury, South
Norwalk, Norwich; Warner and Merritt,
Bridgeport; independent Gem, Willimantic;
SW Garde, New London; Warner, Torrington,
and Embassy, New Britain.
The price scale in most situations was 35
cents, children; 50 cents, adults.
Variety Club Honors
Harry Kirschgessner
BOSTON—Harry Kirschgessner of National
Screen Service was given a farewell luncheon
by the Variety Club of New England as he
retired after 28 years with NSS and 43 years
in the industry. Kirschgessner and his wife
plan to move to Florida.
Arthur Lockwood presented Kirschgessner
with a citation from the Children's Cancer
Research Foundation for his efforts in behalf
of many Jimmy Fund drives. Phil Smith
presented him with a 14-inch portable television
on behalf of the Variety Club and
other friends at the luncheon.
In addition to Lockwood and Smith, head
table guests were Maynard Sickels, Ted
Fleisher, Ed Fay and Burton Robbins. Sickels,
who is succeeding Kirschgessner as manager
of the local exchange, was chairman of the
luncheon committee. Fleisher, president of
Interstate Theatres, was toastmaster.
Three SW Houses Promote
Child Safety Programs
HARTFORD—Stanley Warner situations
in three Connecticut cities—Willimantic,
New London and Danbury—have started
safety clubs, designed to promote greater caution
by youngsters in traffic.
The theatres, the Capitol, Willimantic;
Garde, New London, and Palace, Danbury,
are issuing membership cards. Younger patrons,
charged the regular children's price,
attend sessions every Saturday matinee and
receive free cowboy star photos. When children
have collected a certain number of
star photos, they will be eligible for another
prize.
HANDY SUBSCRIPTION
Cartoons, novelty films and guest speakers
are among afternoon highlights. The initial
reaction was said to be encouraging.
Resumes Art Film Policy
HARTFORD—Stanley Warner has resiuned
Tuesday art film policy at the Capitol,
Willimantic, first run. The University of
Connecticut is only seven miles away. The
reopening attraction was IFE's "Bread, Love
and Dreams." Regular U. S. product is featured
remainder of the week.
Warner Berdick Joins SW Staff
HARTFORD—Warner Berdick, recently
discharged from the U. S. Army, is the new
assistant manager at the local Stanley Warner
Strand. Berdick replaces Robert Carrano,
who resigned.

HARTFORD
. . .
T ou Cohen, Loew's Poll, and his wife are
marking their 38th wedding anniversary
Sam Germaine of 20th-Fox was in town,
huddling with Bernie Menschell and John
Calvocoressco of Bercal Theatres ... "A wonderful
success" was the term used by Pred
R. Greenway, Loew's Palace, and his wife to
describe audience reaction to the annual Fire
Prevention Week vaudeville revue at Bushnell
Auditorium Saturday morning (20). The
Greenways have been producing these youngster
programs for many years, with lATSE
Local 84 and AFM Local 400 cooperating.
. . .
The Canaan Drive-In closed Wednesdays
and Thursdays for remainder of the season
The Stanley Warner Commodore Hull,
Derby, has a new kitchen tool giveaway . . .
The Bing, Springfield, staged a Halloween
gift matinee, featuring free masks for youngsters
and a Martin and Lewis comedy,
"Scared Stiff," on screen . . . The State
Torrington, gave away key chains to youngsters
at a recent Saturday matinee.
Stanley Warner booked "Aida" into the
first run Garde, New London, for a two-day
engagement, Wedneday (24) and Thursday
(25) . . . The Ballet Russe de Monte Carlo
played the Pickwick Theatre, Greenwich, at
. . .
$3 top for one performance, Tliursday (25)
The Plainfield has a new heating system
. . . The Wadsworth Atheneum has
scheduled four film classics for its new screen
series. On the roster are "Desire," starring
Marlene Dietrich, Gary CJooper and John
Halliday, and produced by Ernst Lubitsch in
1936; "M," German drama; "Juno and the
Paycock" and the French production, "Volpone."
The Lockwood & Gordon circuit has
dropped Monday through Thursday performances
at the Pix Drive-In, Bridgeport,
for the remainder of the season ... Ed
Lord now charges 50 cents for adults and 15
cents for children between 1 and 2 on Saturday
afternoons.
Bob Schwartz has discontinued Monday
through Thursday performances at his Lake
Drive-In on the Meriden-Waterbury road for
remainder of the season. He is continuing
his practice of a Packard night once a week,
with drivers of Packards admitted free . . .
Norm Levinson, formerly with Loew's Hartford
Theatres, and his wife flew back to
Jacksonville, Fla., following a brief vacation
here. Levinson is press representative for
MGM in the southeastern states.
. . .
The Hartford Theatre circuit is running
revival product Tuesdays through T'hursdays
at the 900-seat Lyric Ray McNamara,
Allyn Theatre, has invited Mr. and Mrs.
Arthur L. Tryon of suburban Wethersfield,
parents of actor Tom Tryon, to the first
regional showing of Allied Artists' "Screaming
Eagles." Young Tryon, now living in
Los Angeles, recently completed a starring
role with Charlton Heston and Anne Baxter
in Paramount's "Three Violent People" . . .
The Post Drive-In at East Haven has shuttered
for the 1956 season.
Warners' timely film, "Satellite in the Sky,"
was brought to the screen with the assistance
of scientific and military organizations.
NEWHAMPSHIRE
•Two Boscawen youths admitted the theft of
$160 from the Palace Theatre in the Penacook
section of Concord, according to police.
Tlie juvenile.s were said to have broken into
the theatre during a midweek period when it
was closed. The police recovered $98.80 of
the stolen money and the youths promised to
repay the balance.
During the state teachers' convention in
Manchester, the Pine Island Drive-In extended
a special Invitation to the visitors and
offered a four-feature program . . . The second
in the series of art films being shown
at the Palace in Manchester was "The Proud
and the Beautiful," an all-French film with
English titles. The picture, starring Michele
Morgan and Gerard Philipe, had an especial
appeal in the Queen City, where there is an
unusually large population of French-Canadian
descent.
The Concord Drive-In has been closed
for the season. Manager F. J. Cahalan wished
his patrons "health and happiness" and added,
"hope to see you when we again open in the
spring."
Lakeville Foreign Film Festival
HARTFORD—The Stuart Theatre in Lakeville,
is running a Wednesday-Thursday Foreign
Film Festival, with regular Hollywood
product the remainder of the week. Recent
attractions include "The Ladykillers" and
"Letters From My Windmill."
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BOXOFFICE ;
; November 3, 1956

PROVIDENCE
"The long-shuttered Metropolitan, for many
years one of this city's leading first run
houses, will reopen, according to plans
recently released. The 3,045-seat house,
second largest in the state, will offer stage
attractions on weekends only for the time
being. Whether second and third run films
will supplement the live shows could not be
ascertained. During the past few years, since
departing from first run screen attractions,
the Metropolitan has opened and closed more
than a score of times. Roadshows of leading
Broadway productions, legitimate attractions,
jive and numerous other features were resorted
to in an effort to keep the house open,
but each successive enterprise has resulted
in failure. There has been a need for flesh
programs in this city for a long time, but
all efforts to revive burlesque, vaudeville,
stock and stage plays have proved fruitless,
not so much because attendance has been
lacking, but chiefly due to inefficient or insufficient
exploitation of attractions. Whether
management or lack of funds was the cause
has been the big question.
Local theatre owners, managers and others
concerned with the attendance, or lack of
same at downtown palaces, were more than
mildly interested in the recent report sub-
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. . The
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Who
are
you?
or
mr. in-between?
Whoever you are, circuit executive,
drive-in or indoor theatre operator, booker
or buyer, film
salesman or equipment
dealer, (and wherever you are) you will find
it
pays to read the Sectional
Editions of BOXOFFICE.
bOXOFFICE — Nationally extensive- Locally intensive
NEW HAVEN]
Dranch managers and salesmen met at the
Paramount exchange to launch the Will
Rogers Memorial Hospital fund campaign in
this territory, which contributed $1,300 in
last year's drive. All exhibitors in the state
will be personally contacted during the industry
campaign, which ends January 15.
Henry Germaine, Paramount manager, is distributor
chairman and Harry Felnstein, SW
zone manager, is exhibitor chairman.
Judith Post, daughter of Jack Post, manager
of the Fishman Theatres chain, has achieved
honor standing at Vassar College . . . Phil
Gravitz, MGM manager, was in New York for
an eastern division sales meeting . . . Al
Pickus has installed a handsome new candy
stand at his Stratford Theatre . . . "Mildred
Pierce" and "Johnny Belinda" were paired on
a reissue program which simultaneously
played the Rivoli, Dixwell, Whitney and
Whalley, with large cooperative ads used by
the theatres . Loew's houses here have
shifted from a Friday to Wednesday opening.
Vincent Price was in town to
help WNHC-
TV in its promotion of the MGM pre-1948
film library being shown by this and other
video outlets. Price appears in some of the
films included in the package deal. The local
station is using extensive newspaper advertising
announcing the showing of "late"
Hollywood films, but what effect, if any, the
pictures will have on theatre revenue remains
to be seen.
Joe Faith has reopened his Carberry Theatre,
Bristol, after a summer closing . . .
Irving Mendelson, UA manager, and Mrs.
Mendelson celebrated their silver wedding
anniversary . . . Mai-garet McKinnon, branch
managers secretary at Paramount, has returned
to her desk after a two-month illness
. . . Amalgamated Booking & Buying added
two clients, the Guilford Theatre and the
Strand, Willimantic.
Allied Will Seek Writ
Against DST Ballot
DETROIT—Allied Theatres of Michigan
is taking strong stejis against proposed daylight
saving time here. President Milton LiOndon
disclosed following the October board of
directors meeting. Allied will seek an injunction
against an anticipated referendum
ballot in Detroit, tentatively slanted for
spring. Allied's grounds are that time control
is legally a matter for state action, and not
within the jurisdiction of the local city
ordinance.
London also announced that word has
been received from Abram F. Myers, National
Allied board chairman, that the spring meeting
of the national group will be held in Detroit
early in May, in conjunction with Michigan
Allied convention. A number ot joint
events will be scheduled, probably following
national board sessions.
Discussion of plans for the Allied States
convention the end of next month at Dallas
occupied much of the October state session.
Michigan is expected to have a Isirge delegation
attending the Texas conclave.
Stars In Warners' "Satellite in the Sky" are
Kieron Moore, Lois Maxwell and Donald
Wolflt.
NE-4 BOXOFFICE :
: November
3, 1956

'<
TORONTO—Mainline
'War & Peace' Breaks
Vancouver Record
VANCOUVER—"War and Peace"
was the
topper, smashing thi-ough to record-breaking
business at the 3,000-seat Orpheum at roadshow
prices, three shows daily. A second
week of "Tea and Sympathy" and the third
session of "Reach for the Sky" also were good.
In fact, business was on the upbeat in datetame
houses and suburbans.
Capitol—Tea and Sympathy (MGM), 2nd wk...Good
Orpheum—War and Peace (Para) .... Record Breaker
Plaza—Row Edge (U-l); I've Lived Before
(U-l)
Average
Strand—The King and I (20th-Fox), 12th wk...Good
fStudio—Escapade ( IFD) Poor
|ogue— Reach for the Sky (JARO), 3rd wk Good
lot Cars' and Vaude
face Toronto Runs
theatres here conaue
to do nicely in a business way, eight of
hem having holdover engagements during
lie week. "War and Peace" at the Imperial
had a fourth strong week at $1.25 top, while
"Oklahoma!" was steady in its 27th week
at the Tivoli. The Uptown had a combination
biU.
(Average Is 100)
Eglinton, University—The Bod Seed (WB), 2nd
wk 105
Hylond—Autumn Leoves (Col), 2nd wk 105
Imperial—Wor ond Peace (Para), 4th wk 115
Loew's—Bondido (UA), 2nd wk 100
Nortown—The King and I (20th-Fox) 115
Odeon— Bigger Than Life (20th-Fox) 110
Shea's—The Best Things in Life Arc Free (20th-
Fox), 3rd wk 115
Trivoli—Oklahoma! (Magna), 27th wk 105
Towne— Privote's Progress (British), 4th wk 100
Uptown—Hot Cars (UA), and vaudeville 125
Executives of Paramount
Hold Toronto Meeting
TORONTO—Canadian Paramount, of which
Gordon Lightstone is general manager, held
a two-day sales conference at the Seaway
Hotel here, with Charles Boasberg present
from the home office in New York. The chief
subject for discussion consisted of plans and
policy for the release of "War and Peace"
and "The Ten Commandments" in the
Dominion.
"War and Peace" has already made a
healthy start at a string of Famous Players
theatres, while "The Ten Commandments"
will open its Canadian premiere two-a-day
engagement November 23 at the University
here with all seats reserved. The Montreal
showing is scheduled to open at Loew's
December 21.
Those who attended the Paramount meeting
included R. Lightstone, Vancouver; W. O.
Kelly and J. Rea, Calgary; Syl Gunn and N.
Simpson, Winnipeg; Robert Murphy and R.
Goudreau, Montreal; P. J. Hogan, St. John,
and Tom Dowbiggin and M. Stevenson,
Toronto. Canadian executives were Gordon
Lightstone, Win Barron, Willard J. O'Neil and
Ernest Heath.
'Bus Stop' Show of Week
TORONTO—Five Famous Players units
here figured in the latest Show of the Week,
the picture "Bus Stop" playing the Alhambra,
Beach, College, Parkdale and Oakwood.
Canadian Odeon had two combinations with
"Bigger Than Life" being shown at the
downtown Odeon, Fairlawn and Colony and
"The Black Tent" playing four others, the
Danforth, Humber, Roxy at suburban Oooksville
and Roxy, West HiU.
Another Cinerama Success
At Montreal Imperial
MONTREAL—The Imperial Theatre, showing
"Cinerama Holiday," is meeting considerable
boxoffice success and a long run
seems guaranteed. Cinerama presentation
here has drawn fabulous response from the
cinema-going public, not only from Montreal
but from all points in Quebec Province. Alan
Braun, publicity director of Canadian Cinerama
Corp., said that the Fred Waller and
Hazard Reeves invention Is continuing to receive
wide comment for bringing about a
"motion picture revolution." Braun, of course,
referred to the fact that just after the first
performance of "This Is Cinerama," a stampede
to new widescreen techniques began.
These included CinemaScoj>e, VistaVision and
all others.
The Imeprial started showing Cinerama
production four years ago. "This is Cinerama"
experienced considerable success and "Cinerama
Holiday" is well on its way to duplicate
that success. The Imperial has had full support
of civic and commercial organizations.
Visitors to Montreal for the showing of
Cinerama productions have helped business
in general.
May Schedule Roadshows
At Lafayette, Buffalo
BUFFALO—George H. Mackenna, managing
director of Basil's Lafayette, returned
from the TOA convention in New York City
with announcements of interest to patrons of
the Basil flagship and to mourners of the
late Erlanger Theatre. Mackenna's immediate
enthusiasm is his acquisition for early
showing of "Friendly Persuasion," an Allied
Artists production. And as a second result
of Mackenna's trip. New York producers of
stage theatricals are advised that Buffalo
has a theatre available for their best products
if they want to arrange and negotiate.
As the one independently and locally-operated
theatre, declared Mackenna, the Lafayette
can on reasonable notice switch from
films to a traveling "My Fair Lady." And
would if politely lu'ged. The Lafayette, built
for stage extravaganzas, has more space behind
its proscenium than most theatres, including
most Broadway playhouses.
Gerald G. Graham Elected
To SMPTE Governing Board
MONTREAL—Gerald G. Graham, director
of technical operations for Canada's National
F^lm Board, has been elected to the board of
Governors, Society of Motion Picture and
Television Engineers, for a two-year term,
starting Jan. 1, 1957.
John G. Frayne, SMPTE president, in announcing
Graham's election, said it was the
first instance in which a citizen of a country
outside the U. S. had become a governor of
the society.
List Classified Films
TORONTO—The Ontario censor board,
which has been classifying borderline films as
adult entertainment since June 1, 1946,
now has published a list of all classified pictures
for the ten years for the guidance of
exhibitors and others. Classified films which
are brought back to the screen must still be
advertised as adult for the guidance of the
public.
Street Sign Proposal
Reviewed in Toronto
TORONTO—The civic
committee on works
has revived the proposal for removal of all
projecting signs on business streets of
Toronto, a policy that has been in effect on
the greater portion of Yonge street, the
main thoroughfare, for three years.
A committee meeting to introduce the city-*
wide move drew some 100 people to the city
hall to present objections from numerous
organizations, including the Motion Picture
Theatres Ass'n of Ontario, which was represented
by Executive Secretary Arch H.
Jolley. The protest of the Retail Merchants
Ass'n was accompanied by 3,412 signatures to
petitions against the proposal.
The proposed order would ban all projecting
signs of more than 18 inches from the
front of buildings on thoroughfares. As in
the case of Yonge street regulations, theatres
would be permitted to retain marquees provided
they carry no advertising, not even the
name of the theatre.
The committee decided to give further consideration
to the ban, in view of the many
protests, before forwarding any recommendation
to the Toronto board of control. With
municipal elections scheduled for December
30, it is not expected that any action will be
taken before the new city council takes office
in January.
Odeon Theatres Holds
Series of Conferences
TORONTO—Canadian Odeon circuit held a
series of three conferences in Ontario for
managers and regional supervisors, at
Hamilton, Toronto and Kingston, when theatre
operations, showmanship, policy,
prospects and forthcoming product were discussed.
From the head office were C. R. B. Salmon,
executive vice-president; Frank H. Fisher,
vice-president and general manager; E. G.
Forsyth, assistant general manager; Harvey
Hunt, director of buying and booking; Robert
Leonard, director of advertising; R. Gardner,
movie clubs and screen advertising, and S. R.
McManus, Ontario district manager.
Announcement was made that boxoffice
receipts had been "stabilized" at 70 per cent
of theatres represented at the meetings and
most of them had shown a substantial increase
over 1955 revenue.
Canadian Circuit to Pay
Two December Dividends
MONTREAL — Directors of Consolidated
Theatres have declared a regular quarterly
dividend of 12 cents per share on the class
A stock and a semiannual dividend of 10
cents per share on the class B stock. Both are
payable December 1 to shareholders of record
November 1.
Open
Two Airers Still
TORONTO—With the closing of the Northeast
by 20th Century Theatres, the Toronto
area was down to two drive-ins for what
remains of the season, these being the Northwest
and Scaiboro, also operated by Nat
Taylor's circuit.
BOXOFFICE :
: November 3, 1956
E E-1

. . . Bob
. . . Maynard
VANCOUVER
•The opinion of many exhibitors here is that
multiple day-and-date showing of films
is driving many patrons away, and that dis-
. . T'he
tributors are making too many medieval history
films. But with the product shortage
exhibitors are forced to date them .
recent improvement in attendance at suburban
theatres may mean the reopening of
more of the dark circuit houses. Odeon
opened the Kingsway here, making four
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houses in this area relit. Jimmy Adams from
the Circle will manage the Kingsway, with
Len Keen, former manager of the Odeon
Ladysmith, succeeding Adams at the Circle.
The Kingsway will operate on a six-day
policy.
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Two downtown assistant managers became
fathers; Dennis Killip of the Capitol announced
a daughter named Ellen and Lloyd
Oakes of the Strand a girl named Deborah
. . . Lorna Tyrrell, former cashier at the
Paradise, is now at the International Cinema
in the same capacity ... All Famous Player
district office executives and British Columbia
managers went to Edmonton to attend
the FPC western Canadian conference . . .
Dave Griesdorf, International Film Distributors
vice-president, and Haskell Masters,
WB Canadian general manager, were in town
Lightstone, Paramount manager, returned
from a Toronto trip.
Jack Reid, JARO manager, was bedded with
the flu, and Bob Foster of the Orpheum was
home after a heart attack . . . Both factions
of theatre employes union were still at odds.
The trouble will come to a head in the December
elections . . . Ted Ross, former office
manager for IFD, has joined the FPC district
office as assistant booker under head
booker Lou Karp. Jimmy Davie, former
manager at RKO, replaces Ross as office
manager at IFD.
There are now 13 Australian girls working
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BRANCHES AT: Halirox, Saint John, Ou*b*c, Ottawa, Toronto, Hamilton,
l«fHlon, North bay, Winnipeg, Rtglna, Calgary, Edmonton, Vancouvor.
as cashiers and usherettes in local downtown
theatres . . . Jean Parker, Empire-Universal
shipper, resigned to move to Penticton . . .
Mel Hayter, Paramount booker, the youngest
on Filmrow, also resigned . . . It's reported
the Odeon circuit is cutting its booking staff
at the district office here as a result of the
closing of many theatres in the British Columbia
area . . The Lions pro football club
reported 208,795 customers attended the eight
home games, an average of 26,100 a game, a
Canadian record.
Dominion Sound has equipped the Patricia
in Powell River and the Roxy in Westview,
both operated by McLeod Amusements, with
magnetic sound. The houses are up coast
from Vancouver in the paper pulp area . . .
"War and Peace" started on a three-show
policy at the Orpheum. T'he last show
started at 8:30; the theatre stopped selling
tickets at 8:45 with hundreds clamoring to
get in at roadsliow prices. With the lobby
filled by people waiting for seats, the Orpheum
had to put on an extra show, and patrons
came in as late as 2 a.m. Sunday . . .
Ivan Ackery, in charge of publicity for "War
and Peace," was in Victoria planning a campaign
for the opening at the Royal there
Joiner, Famous Players district
manager, was elected a vice-president of the
Greater Vancouver Tourist Ass'n . . . "The
King and I" finished its 12th and final week
at Dick Letts Strand. It broke the attendance
record here with a total of 120,000 patrons.
ST.
JOHN
n'ice L. Fairweather, 77, former motion picture
critic and newspaper columnist, died.
She served for several years as woman's
page editor and reporter on the old St. John
Standard, in which she wrote film review columns.
For 36 years, she was correspondent for
the Canadian Motion Picture Digest, a member
of the New Brunswick board of censors and
secretary of the Maritime Film Board of Trade.
She was a member of the Canadian Women's
Press Club and took an active part in the
Seaman's Mission, held life membership in
the Navy League of Canada and the Seaman's
Mission Society. Attending the funeral
were many exhibitors and distributors in the
area.
The Children's Film Library committee has
resumed its two-column "Suitable Films"
listing in the St. John Newspaper, listing the
pictures playing on weekends in local theatres.
All pictures are rated as to age groups
of eight to 12 and 12 to 16 years . . . Flora
Thurston, WB booker here, is on vacation
in Boston and New York.
Many New Brunswick theatres face the
possibility of closing if relief from high taxes
in the province is not forthcoming soon. Exhibitors
said they have been in hopes that
the provincial government would grant immediate
tax reductions after the numerous
requests made by the Maritime Motion Picture
Exhibitors Ass'n and individual exhibitors.
To date, the province has not given in.
Meanwhile, exhibitors have been keeping their
theatres open at a loss and have asked for
cities and towns to reduce high business
taxes and heavy real estate assessments.
"The Carving Set" will be the third production
of Clarence Greene and Russell
Rouse under their new contract with UA.
K-2 BOXOFFICE November 3, 1956

Top News Coverage Given
DeMille Toronto Visit
TORONTO— Cecil B. DeMille, producer of
"The Ten Commandments," made a luncheon
visit here following his appearance at the
eastern division managers conference of
Famous Players Canadian at the Brock
Hotel in Niagara Falls.
Commentators on papers throughout Ontario
as well as the national news service in
Canada gave full play to interviews with
DeMille, along with generous references to
"The Ten Commandments." It was said that
DeMille got more news space for "The Ten
jLcommandments" than would have been ac-
^Borded a dozen screen stars.
INNIPEG
A be Reider has reopened the Oak Theatre
. . Alida, Sask., has opened a community
in Brandon after being closed for the
summer .
theatre fully equipped for Cinemain
Scope and widescreen presentation. Alida
recently became an oil development boom
Condolences to the families and
town . . .
friends of the late Bill Gladys of Arborg and
the late Sid Coffey of Winnipegeosis who
George Millar of Wynyard, Sask.,
died . . .
has been confined to hospital for the past
month.
Dave Carr, Western Theatres supervisor,
is up and around again after an appendectomy.
Max Heppner, Colonial Theatre, recently
installed Cinemascope. This theatre
just finished playing the first Main street
showing of "Children of Love" . . . Lloyd Ball,
business agent for projectionists Local 299,
claimed the union is withholding applications
for apprentices due to the slackening off of
theatre business. There are still several projectionists
waiting to be placed.
Only two ozoners are still operating;
namely, the Airport and the North Main
with regular admissions. They both offer
free admission Sunday nights . . . Suburban
theatres are feeling the pinch caused by the
newly Inaugurated Friday night shopping.
However, the Saturday matinee business appears
to be on the upspring, but a downward
trend in adult business is still in evidence at
the neighborhood houses. One exhibitor attempted
to boost his Saturday night business
by offering free admissions to all ladies accompanied
by husband or beau, but was
forced to discontinue this practice after one
month because of lack of patronage.
MONTREAL
Tohn Ganetakos, United Amusement Corp.
president; William Lester, vice-president
and managing director, and W. H. Giles, vicepresident,
attended a convention in Niagara
Falls . . . Bob Murphy, Paramount manager,
and Romeo Goudreau, Paramount sales representative,
returned from a sales convention
at the Seaway Hotel, Toronto. While in
Toronto, Murphy and Goudreau attended a
screening of "The Ten Commandments" at
the University Theatre. The C. B. De-
Mille VistaVision production is scheduled to
open here December 7.
George Mannard, son of Bill Mannard, secretary-treasurer
of the United Amusement
Corp., has gone to Africa for three years. The
younger Mannard, a McGill University honor
graduate, and his wife will be stationed in
the Shinyanga district of Tanganyika Territory,
British West Africa. He is employed
by Williamson Diamonds.
The Monkland, a United Amusement Corp.
theatre, was used recently by Sears, Roebuck
Co. to present a fast-moving survey of packaging
and merchandising techniques . . .
Ken Reason, manager of General Theatre
Supply Co., left for a motor trip to Ontario
. . . Rita Hamelin, secretary of Perkins Electric
Co., returned to work after her holidays
. . . Jack Kroll, Warner Bros, sales representative,
region.
was on a business tour of Abitibi
James A. Cowan, a leading public relations
consultant, has been appointed to the
board of directors of S. W. Caldwell. Cowan,
the first film columnist of the Toronto Star
Weekly, has been president of the Canadian
FUm Institute for three years and has made
regular use of motion pictures in his public
relations activities for business and industry.
He also worked with Powell and Pressburger,
producers of the first major British-Canadian
feature film, "49th Parallel." S. W.
Caldwell's expanding operations, necessitated
by increasing demand for film production
mOrders are
and distribution, have included the recent
purchase of the Batten Film Studio, originally
equipped and operated by the J. Arthur Rank
Organization.
Among exhibitors on Filmrow were Marcel
Desjardins, manager of the St. Jerome Rex, an
Odeon Theatre outlet; Casey Swedlove, Montcalm,
Wrightville; Paul Desjarlais, Brandon,
St. Gabriel de Brandon; D. A. Payeur, Plgalle,
Thetford Mines; Mr. and Mrs. Raymond
Berlinguette, Paris, Gatineau Polnte; Dr. J. E.
Robert Guibord, Palace and National theatres.
Grand Mere; E. Gauthier, Rio, Sorel;
Nat Cohen, Crown, Brownsburg.
A group of French exhibitors visited here
several days as guests of the Quebec Theatre
Owners Ass'n, after attending the TOA meeting
in New York. Among those welcoming
the visitors were M. Fassio of the Quebec
TOA; Maurice Alpin, Guy Bachand of Sherbrooke;
Honore David of Viau Theatre, Pont
Viau. Joseph Strauss of the local Empire
Theatre and chairman of the board of Quebec
TOA, said that the visitors were especially
impressed by the heavy reliance of independent
province exhibitors on the sale of candy
and sundries. The French visitors said that
sale of what they termed "accessories" to the
motion picture patron in France was not very
important. The French visitors left by plane.
Monique Ouellette, head reviser at United
Artists, attended a number of interesting affairs
during her stay with her parents at
Alexandria, O. She attended the 25th anniversary
of priesthood of her uncle. Father
Eugene Ouellette, in Alexandria's Cathedral
and was present at a farewell ceremony held
at the chapel of the Alexandria's convent
when one of her cousins, Sister Therese, was
preparing to leave for the African missions
. . . Bill McGuire, booker at IFDL's St. John,
N.B. office, was a visitor at his company's
local offices . . . Lise Bertrand is replacing
Maxine Vernec as Paramount's billing clerk.
Famous Players and Western Theatres, in
an attempt to build up the university student
trade, have reduced prices 45 per cent . . .
Recent visitors on Filmrow: Isadora Reinhorn,
Nick Vickruck, Hugh Vassos and Arold
Bercovitch.
Two New Theatres Opened
SANGUDO, ALTA.—The Pudar Brothers
recently opened their new 360-seat, $60,000
theatre with two free shows. After the foundations
for the new theatre were in, Martin
Pudar was stricken with polio. He has recovered
sufficiently to be in a wheelchair
now.
Another new theatre, 245-seat Sexsmith,
was opened recently in Sexsmith, Alta. It
is the first theatre in that community.

TORONTO
J^urray Snmmerville of the well-known
Toronto theatre family has been appointed
manager at Sault Ste. Marie, Ont., by
Famous Players Canadian after serving as
assistant to W. K. Trudell at the Capitol,
London, several years. Trudell's new assistant
is Lou Barnes, formerly af Sault Ste.
Marie . . . Following the invitation screening
of "The Ten Commandments" at the University,
Toronto, J. J. Fitzgibbons, FTC president,
predicted that the Cecil B. DeMille
epic would play a year at the same theatre.
Mrs. H. G. Sutherland of St. Mary's, Ont.,
died recently. She and her husband operated
five small town theatres in western Ontario
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Tliompson, a son-in-law, also owns the Lyric
in Exeter and is supervising the whole group
. . . Fred Trebilcock, manager of the Famous
Players Tivoli in downtown Toronto, is a
patient in St. Michael's Hospital, but is reported
to be showing nice progress. He is
a member of the Famous Players 25-Year
Club.
The one-a-month Chrysler Spectaculars on
CBC-TV network are scheduled to originate
from the stage of Loew's Uptown, according
to Gerry Collins. The first one, starring
Hume Cronyn, will be presented November
. . . Everybody
14. Incidentally, the Uptown this week is
having a stage-plus-film bill with the appearance
of George Lorenz of Buffalo, known
professionally as "Hound Dog"
is glad to hear that Oscar R. Hanson,
Toronto film executive, has been nominated
by the Canadian Picture Pioneers as the
Pioneer of the Year in the IDominion. He
will be honored at the awards banquet November
22. He is the last remaining founder
of the CPP, established in 1941.
Tom McKnight, who retired as manager of
the Patricia, London, last summer is recovering
in a Toronto hospital from injuries
due to an accident at Welland, Ont., while
serving as relief manager at the Capitol . . .
The Plaza at Oshawa, where Dave Savage
is manager, has donated a teacher's desk for
the school room which has been established
at the foster home for 65 needy children operated
at Bowmanville by Mr. and Mrs. Bert
Whyte.
Xmas Shopping Coupons
Are Offered by Theatre
TORONTO—Roy Miller, manager of the
Lincoln at St. Catharines, has organized a
Christmas shopping offer for patrons through
the distribution of coupons with adult admissions
on Monday and Thursday each week
until December 20. Miller calls it a layaway
plan because patrons have been invited to
choose one of many gifts with coupons as a
down payment.
The stock of merchandise which is offered
in the theatre stunt includes steam irons,
electric razors, alarm clocks, electric frying
pans, bathroom scales, silverware, toasters
and other articles.
HANDY SUBSCRIPTION

• ALPHABETICAL INDEX
• ADLINES & EXPLOITIPS
• BOX0FF1CE 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 i BETTER BOOKING AND B U S I N E S S - B U I L D I N G
James Dean Duo Scores
High Gross at Deluxer
Ray Powell and Vince Olanin, co-managers
of the de luxe Warner Theatre in
West Chester, Pa., were alert to the possibility
of making an extra buck when a
couple of teenagers stopped in to ask if the
James Dean pictures, "Rebel Without a
Cause" and "East of Eden" could be rebooked.
Alone and in combination, the
films had played the house three times.
Powell and Olanin suggested that if enough
localites wanted to see the pictures it
could be arranged. In about a week, the
kids brought in petitions with over 3,000
names. Needless to say, the combo was
booked. Actually the petitions went through
junior high schools then spread to the
senior high schools.
The combo was personally announced
at every performance for ten days prior to
the opening—given extra newspaper space
etc., etc. The managers discussed the pictures
with a local pastor, and he preached
his entire Sunday sermon on James Dean,
using him as an example of the frustrated
teenager looking for social and family
comforts. This sermon was picked up by
the local newspaper and given a big story.
The result was the third highest Friday
and sixth highest Saturday gross in
the past 52 weeks.
Seven Companies to Make
Tlamenca' Products
Bruce Odium, producer of Paramount 's
"Flamenca," has given the green light to
seven manufacturers to produce and
merchandise nationally advertised items
that will bear the trade name, "Flamenca."
Articles, which will be tied up in retail
merchandising and national advertising
with the film, starring Carmen Sevilla and
Richard Kiley, includes a Flamenca doll by
Madame Georgette; Flamenca dress prints
by Mademoiselle Frocks, Inc.; a photoplay
book edition of the film, which Grosset &
Dunlap will publish; a Flamenca game, to
be marketed by Marx Toys; a Flamenca
compact by Platix, Inc., and the Flamenca
playsuit, which Jantzen will manufacture
and distribute.
Picture of the Month
"Friendly Persuasion" was named winner
of the Seventeen magazine award as the
Picture of the Month for November. Official
annoimcement will be made in the
November issue of the magazine.
STRAW BALLOT IS
ATTRACTION
AT UTE PRE-ELECTION SHOW
An oldie among showmanship ideas is the
election night show. Dale Thornhill, manager
of the Centralia (111.) Theatre for
Fox Midwest, is giving it a new twist this
year, staging it on midnight Saturday
ahead of the Tuesday election.
He called it a Pre-Election Picture Party,
and arranged a poll as the chief gimmick.
Here are the details:
With each adult ticket purchased, the
patron receives a double-sectioned ballot,
one portion for the individual's choice as
a straw vote for either Stevenson or Eisenhower,
which he marks and deposits in a
lobby ballot box.
The other part of the ballot is for the patron's
estimate of the number of votes
which will be cast in the theatre that evening
for each candidate. The patron is advised
on the ballot that there are so many
seats in the theatre (capacity) and it is up
to him to make his estimate and deposit
in a box at the concession counter. This
portion of the ballot must be signed by the
patron, because a cash prize or some promoted
gift will be awarded to the one coming
closest to the actual count.
After closing the boxoffice, the manager
Bob Karifz (at right), managing director of the
Gopher Theatre in Minneapolis, ran presidential
straw poll spotlighting "The Boss." Test ballot
promotion was backed by radio and TV plugs
and Goodman jewelry store, which offered $100
watch to person guessing the results of the poll.
BOXOFFICE Showmandiser : : Nov. 3, 1956 — 273 —
and staff count the ballots, make up the
theatre vote return, and determine the
winner of the straw vote estimate. This is
armounced during the course of the program
from the stage and the winning prize
is awarded.
Thornhill picked "How to Be Very, Very
Popular" for the screen feature, and had
an appropriate trailer from Rlmack.
Broker and Stock Gift
Plug 'Gold Cadillac'
For "The Solid Gold Cadillac" at
Brandt's Flamingo Theatre on Lincoln
Road at Miami Beach, a sparkling new
Cadillac convertible was parked in front
of the theatre. From time to time, it was
filled with models and driven about town.
Manager Louis Fjshkin arranged with
the neighboring brokerage house of Bache
& Co. to set up a booth in the inner lobby
where patrons were asked to register and
become eligible for the award of a share of
General Motors stock. A 40X60 display
board near the boxoffice featured a Bache
brochure, picture credits and the quote,
"Dividends are a girl's best friend."
Bull's-Eye Game in Lobby
Scores for 'Fastest Gun'
Manager John DiBenedetto of Loew's
Poll in Worcester, Mass., promoted "The
Fastest Gun Alive" with a lobby stunt
which he says "went over very big." A ring
target was painted on a large square board.
The stars' names were lettered in the outer
ring and the name of the picture in the
bull's-eye area. Patrons were invited to
try and win guest tickets by hitting the
bull's-eye with rubber darts.
Tersuasion' Ballyhoo
On Big Ballot Contest
For "Friendly Persuasion," which opens
at the Strand in Albany, N. Y., November 13,
Dave ICane, Allied Artists exploiteer, arranged
a promotion tied into the presidential
ballyhoo—a two-man "donkey"
and a tandem "elephant," with signs
recommending voting for the candidates
on election day, on a "parade" in the business
area.

LAVISH FUNERAL IS GIVEN AWAY
HALLOWEEN AT BAYTOWN BRUNSON
A real funeral with all the trimmings,
one that will "knock your eye out," according
to Manager Rufus Honeycutt,
was given away at the Halloween
midnight show at the Brunson Theatre
in Baytown, Tex. Honeycutt conceived
the idea recently while he lay waiting for
the surgeon at San Jacinto Hospital.
He announced the giveaway to the
press "just before they clamped on the
ether cap," and he received editorial
comment on the plan in the Baytown
Sun.
"This funeral I'm going to give away
will knock your eye out," Honeycutt
said. "It will have everything—flowers,
music, pallbearers, professional mourners
if the winner so desires, a hearse and
whatever other trappings are needed to
make one comfortable on his journey to
the happy huntin' ground."
Honeycutt said he believed he was the
first theatreman in the world to give
away a complete funeral to a person
holding a lucky ticket. When it was
suggested that the idea was somewhat
morbid. Honeycutt replied:
"Why, man, this ain't never been done
before! What's so morbid about it?
Everybody needs a funeral, don't they?
What's so wrong about giving one away?
They give television sets and cars, don't
they?"
So, patrons were invited to take part
in the Brunson Halloween celebration
at midnight October 31, with the possibility
that they might walk off with the
free funeral.
Honeycutt had a contract drawn up,
which the winner was to sign, providing
that the funeral is nontransferable and
nonnegotiable, and he warned that the
winner couldn't "convert the shroud
into shekels, nor mortgage the narrow
house."
Mack Herbert Says Gimmick's the Thing;
Tries Burly Films and Girlie Acts
"Showmanship is the formula on which
to build movie theatre business, whether
the house is small or large, downtown or
neighborhood." Under this policy. Mack
Herbert, owner and operator of the Bard
in Miami, has been tailoring his operation.
He has found that this theory pays off.
"Just sitting back and waiting for a
good picture to come along and make up
for losses," he says, "isn't enough." He believes,
and has foimd it to be true in hjs
case, that the "gimmick" is the thing.
People respond to stimts and innovations,
and it takes effort and a certain amount
of nerve to try them, he points out.
Associated for many years at one time
with flesh shows, Herbert is convinced that
even vaudeville (with a change in presentation
perhaps) isn't gone forever.
Setting out to prove his point, Herbert
has been adding twlce-a-week stage shows
to his regular bill. The response has been
so marked that he plans to present these
shows nightly a little later in the season.
Taking advantage of the many night and
hotel supper clubs in this area, Herbert
has secured the cooperation of Al Davis,
booking agent, and is recruiting talent performing
locally. Thus he is able to offer
high class acts that are current favorites.
On show nights Herbert tells his audience
that the show about to be seen would
be available to them otherwise only by a
relatively expensive evening In a local club.
The attitude of the performers has thus
far proved very gratifying. They have accepted
these Bard engagements, says Herbert,
partly as a good showcase for their
talents. If the idea works at the Bard, it
may create other outlets for their acts.
With the exception of Hal Fisher, outstandingly
popular on the first week's bill,
Herbert has kept the shows on the "Girly"
side, and expects to engage mostly female
performers.
The screen policy has leaned heavily to
burlesque for the past weeks, with an additional
feature as a filler for the very early
evening hours. The Bard draws its heaviest
patronage from about 8 o'clock.
Stage shows are necessarily put on with
a minimum of overhead. Informality has
created friendly rapport with the audience.
"I'm such a ham, myself," says Herbert,
"that I like to have theatre people around
me." Jack Murray, a former performer,
is now manager of the Bard. During the
first stage show, FHsher got to reminiscing
about vaudeville, brought Murray up on
stage and introduced him.
Another impromptu circumstance
brought the Bard's cashier, Margaret Reap,
on stage. Miss Reap is a former vaudevilllan,
a contortionist, "one of the finest
opening acts of Its kind," says Herbert.
The Bard has a weekly change of bill.
By arrangement with the distributor, an
exclusive run of burlesque films Is being
supplied, with bookings secured for some
time ahead.
Theatre Nets Big Receipts
On Fur Show on Stage
Ivan Ackery, manager of the Orpheum,
Vancouver, B. C, arranged with the Brittish
Columbia Ass'n to hold its annual fur
show this year on the stage of the Orpheum.
Usually the fur show is held at the
local Pacific National Exhibition. Ackery
had the fur association acquire a 15-piece
band for the show and titled the night's
show, "Entertainment With Fashions." The
show received big newspaper, radio and TV
coverage. Ackery had the furs delivered
to the front of the theatre in armored
trucks and the bevy of models made their
grand entrance at 8 p.m. in front of the
Orhpeum.
"Our patrons," said Ackery, "liked the
stage show. The men liked the beautiful
models. The women liked the furs. The
teeners liked the orchestra and entertainers,
and I loved the added receipts—
packed house on a very hot night."
Little Card Gimmick
Starts Rush to 'Tiger'
Experienced showmen say there's always
a little gimmick which can do much for a
motion picture; sometimes it's the simple
little stunt that produces amazing results.
For instance, reports Commonwealth
Theatres Messenger, a little card idea paid
off a dozen times over. The picture was
"The Toy Tiger." All the exhibitor did was
have printed up a little 2x4-inch card. At
the top this copy appeared:
"HELLO THERE: I Just Wanted to Remind
You To See ..." Then came a little
one-column ad on the picture. Below were
the playdates, etc.
The exhibitor called his- employes together
and handed each a pocketful of
these cards and asked all to distribute
them everywhere they went for ten days
in advance of playdate.
The picture nearly set a town record,
and cost was very little.
'Cadillac/ Lighter Tieup
Set for Jewelry Stores
Columbia Pictures and the maker of
Ronson lighters have made a national tieup
on "The Solid Gold Cadillac," designed
to put promotion material in retail jewelry
outlets across the countiT- Display cards
show Judy Holliday holding a Ronson
lighter. Half the poster is taken up with
material plugging the picture. Scene stills
and playdate information can be used to
make a window display.
Another tieup is on two records to be
pushed by disc jockeys and music stores.
One disc is a Decca recording of the theme
song as played by Morris Stoloff. The
other is a Sunset recording of Pearl Bailey
singing "The Solid Gold Cadillac."
Passes for Safety Letters
As entertainment chairman for the Hartford
Fire Prevention Week, Fred R. Greenway
of Loew's Palace offered 25 pairs of
guest tickets for best letters, submitted by
youngsters between 8 and 12.
274 — BOXOFTICE ShowmandUer :
: Nov. 3, 1956

; ;^J V
.
i
mmas.
!totiy««»DS NEWEST
MIMK. OF MAN
DON
KWfU|
Displays in Smaller Cities
Left: M. A. Elkins gave
Marilyn Monroe plenty of
rose and pink neon lights
in achieving in this "Bus
Stop" display at the Colbert
Theatre in Florence,
Ala., a striking three-dimensional
effect. He
similarily lighted o lifesize
cutout to create a
"Flaming Mamie" for "The
Revolt of Mamie Stover."
L. G. Yoxtheimer, Texas
Theatre, Bay City, Tex.,
capitalized on the Rice
Festival there and put this
pretty float in _
the big
parade. There also was a
clown.
James English, manager of the Muse Theatre in Perry,
Ga, tailor-made a robot suit out of motor oil cans for
his ' projectionst, and the two became Robby the Robot
for "The Forbidden Planet."
Buz Blondell, Capitol, Niagara Falls, Ont., "'^djin easily obtained net high in the
lobby to good effect, as seen above. He also had the Stamford Guards band parade and
a fine co-op page in his extensive campaign.
Clifford Blackstock was proud of the way Pat
Brown, local girl, talked up the attraction at
the Earle Theatre, Mount Airy, N. C. He soys
Pat's promotion helped the gross 28 per cent.
BOXOFHCE Showmandiser :: Nov. 3, 1956
Charles Palmer learned the art of float construction
as a representative of the Hartford
City, Ind., Chamber of Commerce, so when
he took over as manager of the Hartford Theatre
there for M. H. Scheidler he turned his
skill to benefit of the film house. This one
promoted "Pardners" in the city's fall festival.
— 275 —
Music from the picture was played from the background
of this interesting window display arranged
by Dale Tysinger, Liberty Theatre, Zanesville, Ohio.

SOCIETY' INSPIRES SHOWMANSHIP PEAK;
HERE ARE A FEW SELECTED EXPLOITS
Special efforts were made by showmen
everywhere in promotion of "High Society,"
in street stunts, contests on the radio, displays
in apparel stores and record shops,
fronts—in short, they ran the exploitation
scale in all tempos.
Using special blowups of Frank Sinatra,
Bing Crosby and Grace Kelly, Ray Leveque
of the Rialto at Amsterdam, N. Y. built a
special front. He put a fast flasher on the
varicolored spots he rigged up to flood the
display. He promoted a large basket of
flowers for the lobby, around which was a
ribbon with credits, etc., used seven days
in advance. His 40x60s in scroll, used in
two bridal gown window displays, featured
an invitation to see the wedding in the
picture.
W. J. Trambukis of Loew's in Providence,
R. I., had four contests on radio and TV;
namely Bing vs. Prankie, Which Do You
Prefer? by a WRIB disc jockey; a Battle
the Baritones on WJAR-TV, naturally
of
with "High Society" props, music and
prizes; four deejays jointly asked listeners
to write why they would like to attend
a private screening, and last, five deejays
sought the best writer on why they would
like to have luncheon with their favorite
deejay.
In addition, Trambukis got the band at
the Sunday concert in Roger Williams park
to feature a salute to Cole Porter, and a
dancing spot to do the same.
At Coral Gables, Fla., Marvin Reed of
the Riviera had a local cleaner imprint
all cleaning bags for a couple of weeks in
Extra Revenue Idea!
Kid Birthday Parties
A little extra revenue here, a little
there and in time tliere's a substantial
addition to the theatre net! Lew Bray jr.,
manager of the Queen Theatre in Mc-
Allen, Tex., is offering private birthday
parties at cost (including overhead, of
course).
Starting the idea roIUng, Bray invited a
6-7ear-oId son of a local businessman and
his little friends to the Queen for a 25-
minute session of cartoons, after which
Wray presented the birthday gifts—
bracelet for each girl and a yo-yo for
each boy—which he bought from the local
dime store. There was cake, ice cream
and punch, too.
"The fathers of most of the youngsters
were local businessmen," Bray reports.
"And most of the mothers came along.
Many are memt>ers of the Women's
Junior Service League. So I let it be
known the party could be had for cost.
After several days of word-of-mo«th
news on the party, I began to receive
orders for more birthday parties."
Many of the mothers and their yonng
ones stayed for the regular show. Bray
aaid.
advance for "High Society." He distributed
table tents to restaurants and napkins
to drive-in cafes, and had a florist work up
floral pieces for the lobby.
Far up in Ontario at Sudbury, Jeff Jeffreys
of the Capitol Theatre put extra effort
in his compaign. He put up a 24-sheet out
on a road near one of the local factories,
covered the music and record departments
with displays and even got a bridal gown
tieup with a reluctant dress shop.
Eton Tilzer, Claughton's advertising manager,
worked out a profitable tie-in with
Trans World Airlines for the showing of
"High Society" at the Royal Theatre in
Miami. Two ads were used, each 4-cols
SVz inches, were paid for by TWA.
The layouts were drawn by Pat Taylor of
Claughton's art department, and were submitted
to District Sales Manager Pereira.
Ad headings read: "Fly In 'High Society.' "
TWA's insignia appeared underneath, with
a list of holiday round-trip fares to various
European cities. A decorative cut was used.
The bottom half of each ad, headed "A
New High in the Movie Sky," was devoted
to title of the picture, cuts of the principal
players, and name of the theatre.
As Tilzer pointed out, such ads are very
expensive to run, since they come under
national amusement rates which are highest
of all in newspapers. Furthermore, this
was the first time in a year and a half,
Pereira said, that his company had availed
itself of space in the News.
16-Column Film Ad!
MGM gave a creative boost to
Chicagoland
neighborhood theatres showing
"Somebody Up There likes Me" with an
unusual amusement advertisment. The ad
was a 2 '72 -inch banner that stretched
across the bottom of two facing pages in
the Chicago Tribune on September 26, coinciding
with the opening week of the release
of the film to neighborhood theatres
and drive-ins. The two pages contained
34 ads from neighborhood theatres showing
the picture.
Holdover Ad on Stars
Holding over "The Proud and Profane,"
the Watertown Drive-In capitalized on the
drawing power of the leading stars in the
advertisements. John and William Sirica
and Fred Quatrano used this teaser to kick
off the copy: "Every record busted wide
open! That 'Picnic' man has a plan . . .
and that 'Eternity' gal is the big reason!"
Feature on WB Films
October issue of Seventeen devotes a
half-page feature to Carroll Baker, soon
to be seen in "Giant" and "Baby Doll,"
both for Warner Bros, distribution.
^"PfivtsioH
iiaj^W ^sJ^
A full front put up by Jeff Jeffreys, Capitol,
Sudbury, Ont. Later It was moved to the lobby.
Taking advantage of an unusual opportunity,
Frank Henson, Loew's State in St. Louis, and
Bernie Evens, MGM field man, set up a special
display at the main entrance to the Mid-
America Jubilee there, playing the soundtrack
from the film at Funland.
Attractive window in a pet show arranged by
William Elder of the Warfield, San Francisco.
Howard Rutherford of Loew's, Indianapolis, sent
out o young couple, dressed o la high society!
— 276
BOXOFFICE Showmandiser
: : Nov. 3, 1956

Co-Op Page Included
In Month Campaign
Among the cooperative ads received is
a page on "Trapeze" from Billy "Buz"
Blondell, manager of the Odeon circuit's
Capitol Theatre in Niagara Falls, Ont.
"High . . . High Above The All," extends
across the top in 48-point type.
In the center is an illustrated 11x8%-
inch mat on the film, "The Wonder Show
of the Month." Grouped around it are
eight different sized ads from a jeweler,
appliance store, dress shop, paint store,
sports equipment shop, clothing store,
bread company and Kresge's dime store,
with such copy as, "Timing is important
in the wonder show of the world, 'Trapeze.'
For the finest in name brand time pieces
visit Ostranders . . . Displaying the largest
selection for men and ladies."
Since theatres across the border in New
York state are usually a month ahead of
the Ontario bookings, Blondell began promotion
of "Trapeze" a month ahead of
his opening to catch his public before they
crossed the border and caught the picture
over there.
His extended campaign included a concert
and parade by the local Stamford
Guards band, outstanding lobby and marquee
displays and a couple of 24 sheets.
The page coop ad appeared in the Niagara
Falls Evening Review the second day of
"Trapeze."
V Airport Manager Seeks
^ Tieup on Space Pictures
Lew Bray jr., manager of the Queen
Theatre, McAllen, Tex., has such an effective
promotion for "Forbidden Planet"
recently that the business manager of the.
Trans-Texas airways airport in McAllen
called him asking for the tieup on the next
outer space picture Bray played.
Bray placed an illuminated globe in the
candy display case. He had lettering all
around the globe, reading: "See the 'Forbidden
Planet' in Cinemascope," day and
date, etc. He posted the theatre front
with a six-sheet on "Forbidden Planet" on
one side, a three-sheet on the other half
of the bill, "The Last Frontier" on the
other side, and accessory paper and parts
of a 24-sheet across the headboard.
The doorman of the theatre dressed as
a robot and paraded the streets during
busy hours, carrying a sign reading: "I'm
on my way to see 'Forbiden Planet' " giving
theatre, date and cast credits.
Beauty Tieup on 'Sex'
A nationwide contest which assures
100,000 prizes will be launched October 31
by Helene Curtis Industries in tieup with
MGM's exploitation of "The Opposite Sex."
Beauty shops handling Helene Curtis products
will cooperate with theatres booking
the film. The contest will receive newspaper,
magazine, radio and TV coverage,
window cards, streamers and point-of-sale
merchandising.
Manager Sells Two-Page Co-Op Ad
I^I^Ke Salutes Restauraflts And Theatres luring
OaOBER RESTAURANT > MOVIE MONTH
City's Dining PicFuiS and
Thtfotres St-t Oct Theme
The show business is movement; there
has to be something going on both on
the screen and off all the time or business
becomes nothing; the theatre manager
must continually attract attention to his
wares in many ways.
Elmer N. DeWitt, city manager for Mailers
Bros, three theatres in Defiance, Ohio,
bought two full pages in the Defiance
Crescent-News and proclaimed to the city,
as illustrated above, "Defiance Salutes
Restaurants and Theatres . . . Dine Out
'Copter in for 'Unknown'
Spectacular cooperation by the Air Force
balanced newspaper copy stressing the romantic
angle of "Toward the Unknown"
for the engagement at the Strand in Albany,
N. Y. Jet pilots from the Fighter
Defense Command at Ethan AUen Base,
near Burlington, Vt., flew a helicopter, with
a fresh print of the Warner Film, from
Glens Palls to Albany. They circled over
the downtown business area at noon and
landed at Beverwyck Park. It had been
hoped W) make a landing on the roof of the
Strand, but permission for this could not
be obtained. The pilots and a color guard
appeared on the stage of the theatre the
opening night with Miss Albany (Arm Farrell)
and a Rensselaer band.
A Huge Elvis on Marquee
Towering high above the marquee of
New York's Paramount Theatre is a giant,
40-foot cutout figure of Elvis Presley
erected by 20th-Pox for the mid-November
debut of "Love Me Tender," "Mr. Teenager's"
first picture.
Mummy in a Window
A simulated mummy in typical attire,
strapped to a slab, made an eerie looking
window display at the Newberry Theatre
in Chicago for "The Ghost of Frankenstein"
and two other horror films.
DINE OUT ^ SEE A GOOD MOVIE IN OCTOKRl
AUmUirSCOWECTIOMKY-
X Tha Ui-d GsM uxMh'
SU>eAir AT THt
VAUKTIMt TMATK
TOOT n' TtU
WIOMAN^S
WE
LNMTi;
veil
KARt'S DillVt-IN
. ih^ STEAICS
^V.^' CMOPS and
1M» U «»« TW »*« 9iU Idn!
.^*.r' — ~ _----. DBincnBB'-^
and See a Good Movie in October."
"My thought in working out this promo
tion," DeWitt reports, "was that if I can
get people out to eat, maybe some will attend
a movie."
Russ Smith of the Flamingo restaurant
helped DeWitt put over the double-page
coop. They got Mayor Elmer Rost to proclaim
October as Movie-Restaurant Month.
Space was sold to a score of restaurants
and suppliers for enough money to cover
the entire cost, including news items, ads.
Big Flag Background
For 'AH Boats' Display
A huge American flag which covered
almost one entire side of the lobby formed
the background for an "Away All Boats"
display arranged by Manager Murray Spector
at the Central Theatre in Jersey City,
N. J. The largest piece was a simulated
bow of a Navy destroyer. This was about
four feet high. A miniature beach scene
on a platform featured scale model beach
landing craft and larger Navy vessels. In
one spot was a stuffed deep sea diving
outfit. To top it all, Spector arranged a
rotating machine showing pictures of sea
diving personalities, plus 11x14 color photos
from the film.
To pep up his kiddy trade Spector recently
featured free ball pens at a Saturday
30-cartoon show.
Silent Films Pack Kids
In at Baltimore Show
Robert T. Markenke, owner of the Pennington
Theatre in Baltimore, selected
footage from his private collection of silent
film and arranged a special matinee which
packed the youngsters in. The feature was
Charlie Chaplin in "The Circus," 1926
vintage, plus seven 1920 to 1925 Our Gang
comedies. Oldtime nickelodeon music accompanied
the silents.
BOXOFFICE Showmandiser : : Nov. 3, 1956 — 277

Ti /^ ^^ ^^ T->r»T/^T-
I
Back
I
Beyond
BOXOFFIC
Feature productloni by company in ordar of release. Number in square Is national relcaie date. Running
time if in parentheses, (g is for CInemoScope; ^ VjttaVision; f Superscope; S Naturamo. Symbol 4i
denotes BOXOFFICE Blue Ribbon Award; ^ color photography. Letters and combinations thereof indicate
story type: (C) Comedy; (D) Drama; (Ad) Adventure-Drama; (CD) Comedy-Drama; (Ml Musical; (W) Western.
(Complete key on next page.) For review dotes and Picture Guide page numbers, see Review Digest.
^EATURE
OOKIN6UXDE
CHART
ALLIED ARTISTS
COLUMBIA
M-G-M
PARAMOUNT
RKO RADIO
H] Atomic Man, Tlie (78). SF. .5612 ©Hot Blood (85) © D.
Gfoe NelsoQ. Filtk Domergue Jane Russell. Cornel WUde
H Indestructible Man (70) . Ho. .5613
Lon Cbaney, Marian Carr
e (EWorld Without End
(80) © SF..5607
Hugh Marlowe, Nancy Q&iet
m Wicked Wife (75) D..5606
Nigel Patrick, Molra Uster
IS Come On, The (S3) ®..D..5608
Anne Baxter, Sterling Hayden
@ Crashing Las Vegas (62). C. .5609
Uo tiorceir, Bunu Hall, M. Ctsllt
(9 Thunderstorm (81) D..5604
Unda Dirlstlan, (krlos Itompeon, ©Jubal (101) © W. .833
Cbarles Korrlo
Glenn Ford, &nest Borgnlne,
Rod Stelger, Jas Sterling
@ Navy Wife (83) C..5611
Joan Bennett, Gary Merrill,
©Cockleshell Heroes (97) ©.D..813
Blilrley Tamaguctal
Jose Ferrer, Trevor Howard
@ Screaming Eagles (81).. D.. 5610
Tom Tryoo. Jan Merlin
93 Crime in the Streets
(91) Cr..5614
John (^taietes, Jamet Whltmore
m ©Naked Hills, The (73) OD. .5605
Darid Wa>Tie, Keenan Wynn
M King of the Coral Sea
(74) Ad.. 5617
(Jiips Rafferty, lima Adey
S ©First Texan (82) ©..W..5615
Joel McCrea, Felicia Farr
(S Three for Jamie Dawn
(81) D..5618
Laralne Day, Kleardo Montalban
H Magnificent Roughnecks
(73) CD.. 5616
Jack C^soa, Mickey Booney
m Hold Back the Night
(80) D..5621
John Payne, Hona Freeman
834
Uranium Boom (67) D..837
Dennis Morgan, Patrkla Medina
Prisoner, The (91) D..825
Alec Ouhiness, Jack Htvkliii
Over-Exposed (80) D..835
(Jleo .Moore, Richard Creona
Harder They Fall, The (109). D.. 827
Humphrey Bogart, Rod Stelger,
Jan Sterling
Blackjack Ketchum, Desperado
(76) W. 831
Howard Duff, Maggie Mahoney
Rock Around the Clock (77). M.. 838
Johnny Johnston, Bill Haley
©Safari (91) © Ad.. 839
Victor Mature, Janet Lelgfa,
John Justin, Roland Chilver
Secret of Treasure Mountain,
The (68) W..832
William Prince. Valerie French
©Storm Over the Nile
(113) © 0D..S29
Anthony Steel, lAurenee Harvey
U©Eddy Duchin Story, The
(123) © DM. .101
Tyrone Power, Kim Novak
Earth vs. the Flying Saucers
(82) SF..102
Hugh Marlowe, Joan Taylor
Werewolf, The (83) Ho. .103
Don Megowan, Joyce Holden
m ©Meet Me in Us Vegu
(112) ©
M..622
Dm Dalley, Cyd Cfearlsse.
Paul Henreld
M ©Forbidden Planet
(89) © SF..625
Walter Pidgeoo, Anne Frands,
Leslie Nielsen
SI ©Tribute to a Bad Man
(95) © M..626
James Cagney, Irene Papas
m «©Swan, The (112) © CD .
Grace Kelly, Alee Guinness.
Louis Jourdan
.628
]©Gaby (97) © D..627
Leslie Caron, John Kerr
% ©Bhowanj Junction
(108) © Ad. 631
Ava (Gardner, Stewart Granger,
Abraham Sofaer, Bill Travers
m Catered Affair, The (93). CD. .633
Bette Davis, Ernest Borgnlne.
Debbie Reynolds
(S Fastest Gun Alive, The
(90) W..634
Glenn Ford, Jeanne Craln,
Broderlck Crawford
Somebody Up There Likts Me
(113) D..635
Paul Newman, Pier Angell,
Bierett Sloane, Sal Hlneo
©Court Jester, The (101) ®.C. .5512
Danny Kaye. Oiynls Johns
©Anything Goes (108) ®.M..5513
Blng Oosby. Donald O'Connor,
Mltd Oaynor. Jeanmaire
Scarlet Hour, The (95) ®..D..5514
Carol Ofamart, Tom Tryon,
EHalne Strltch. Jody Lawranee
©Birds and the Bees, The
(94) ® C..5515
(>e«rge Gobel, Mitii Oaynor,
David NIven. Reginald Gardner
U©Man Who Knew Too
Much
(119) ® D..5520
James Stewart. Doris Day
Leather Saint (80) ® W..5521
John Derek, Jody Lawranee
Paul Douglas
©That Certain Feeling
(103) ® C..5522
Bob Hope, Eva ilarle Saint,
Pearl Bailey, George Sanders
Proud and Profane, The
(111) ® 0..5524
William Holden, Deborah Kerr,
Thelna Bitter, Dewey Martin
121 ©Conqueror, The (HI) ©.D. .(10
John Wayne. Susan Haywird,
Pedro Armendariz
]Way Out, The (90) O..SU
Mona Freeman, Gene Nelson
j Bold and the Brave, The
(90) ® D..612
Mickey Rooney Wendell Coroj,
-N'lcoie Maurey
SI ©Great Day in th«
Morning (92) S) D..613
Virginia Mayo, Robert Bttek,
Ruth Roman
39 While the City Sleeps
(100) D..61S
Dana Andrews, Id* Lopino,
Rhonda Fleminf
g Murder on Approval (70). P.. 514
Tom Conway, Delphi Ijwrenee
(See Reissues)
SI ©Canyon River (80) ©W .5620
George Montgomery, Peter (Jraves
H Young Guns, Tlie (84) . .W. .5622
Ru89 Tambb'n, dorla Talbott
S©No Place to Hide
(71) D..5603
David Brian, Marsha Hunt
Autumn Leaves (108) D . . 104
Joan Oawford, Cliff Robertson
©He Uughed Last (77). . .M. .105
Fraokle Laioe, Lucy Marlow
aiQHigh Society (107) ®.MC. .637
Blng Oosby. (irace EeUy.
Frank Sinatra, Oleste Holm
m These Wilder Years (91) . . D . .636
James Cagney, Barbara Stanwyck
©Pardners (90) ® C. .5523
Dean Martin, Jerry Lewis.
Lori Nelson, Jackie Loughery
0©War and
Peace
(208) ® D..5625
Henry Fonda, Audrey Hepburn,
Mel Ferrer, Vittorlo Gassman
(Special enfagements only)
O ©First Traveling Salislidy
(92) CD.
Ginger Rogers, Barry Nelson,
Carol
791
m Strange Intruder (82) . . D . . 5619
Edmund Purdom, Ida Luplno
Fighting Trouble (61) . . C . . m . 5623
Hunti Hall, Stanley QemenU
S Calling Homicide (61). My. .5624
Bill Elliott, Kathleen (^e
51 Yaqui Drums (71) W..5625
Rod Cameron, Mary Castle
il Cruel Tower, The (SO) . . D. .5629
John Brlcsoo, Marl Blanchard
a High Terrace (77) Ad. .5630
Dale Robertson, Lois Maxell
ai Blonde Sinner (74) D..5635
Diana Dors, illchael Craig
gl ©Friendly Persuasion
(139) CD.. 5657
Gary Cooper. Dorothy McGulre
1984 (91) D..UO
Michael Redgrave, Jao Sterling
Miami Expose (73) D..106
Lee J. Cobb, Patrlda Medina
Storm Center (87) D..108
Bette Davis, Brian Keith
(Special engagements only)
Solid Gold Cadillac (99) C..112
Juds' Holliday. Paul Douglas.
Arthur O'Connell, Fred Oark
©Port Afrique (92) My. .113
Pier Angell, Phil Carey,
Dennis
Price
Spin a Dark Web (76) .... My. . 107
Faith l>omergue. Lee Patterson
Cha-Cha-Cha Boom! (78).. M.. 114
Mary Kaye Trio, Perea Prado
©Reprisal! (72) W..115
Ouy Madison, Felicia Farr
©Odongo (85) © Ad.. 109
Rhonda Fleming, Macdonald Carey
White Squaw, The (72) W..116
David Brian, May Wynn
©You Can't Run Away
From It (95) © C..118
June Aliyson, Jack Lemmon
Suicide M ission (70) Doc . . 123
©Lust for Life (122) © D. .701
Kirk Douglas, Anthony Qulnn,
Pamela Brown, Everett Sloane
j
©Tea and Sympathy
(112) © D..702
Deborah Kerr. John Kerr
Si Power and the Prize, The
(98) © D..703
Robert Taylor, Ellsabetli Mueller
H ©Opposite Sex, The
(117) © C..705
June Aliyson, Joan Collins
Leslie Nielsen. Jeff Richards
©Iron Petticoat, The
(96) ® CD..
Bob Hope, Katharine Hepburn
m Rack, The (100) D..706
Paul Newman, Anne Francis
a Julie (99) D..709
Doris Day, Louis Jourdan,
Barry Sullivan, Frank Lovejoy
©Vagabond King, The
(88) ® M..5601
Kattaryn Orayaoa, Oreste
Search for Bridey Murphy, The
(88) ® D..5602
Teres* Wright, Louis Hayward
©Mountain, The (105) ®..D..5603
Spencer Tracy, Oaire Trevor,
Robert Wagner
From Eternity (98). D.. 703
Robert Ryan. Anita Ekberf.
Rod Stelger. Phyllis IClrk
a Reasonabli
Doubt (80) D..702
Dana Andrews, Joan Fontaine
a ©Tension at Table Rock
(93) W..704
Richard Egan, Dorothy Malone,
(>meron Mitchell
H ©Brave One, The
(100) © D..706
m
Finger of Guilt (84) My.. 705
Richard Basehart. Mary Murphy
@ Death of a Scoundrel
(119) D..707
) Young Stranger, The ( . . ) . D .
James MacArthur, Kim Hunter,
James Daly, James Gregory
SI Public Pigeon No. 1 (79). C. .708
Red Skelton, Tlriao BlttM,
Janet Blair
O
<
E Hot Shots (62) C. .5632
Huntz Hall, Stanley Clements
a Chain of Evidence (63). My. .5633
Bill Elliott, James Lydon
© Oklahoman, The ® W.
Joel Mot^ea, Barbara Hale
©54 Washington St. © D..
George Montgomery, Meg Randall
©Hunchback of Paris ® D..
Anthony Qnlnn, Olna LoUobrlglda
©Jeannie ©
M..
Vera-EHlen, Tony Martin
©Dragoon Wells Massacre © W.
Barry Sullivan. Mona Freeman
Not of This Earth SF..
Paul Birch, Beverly (hrland
Footstegs in the Night My.
BUI Elliott, Ann GHffith
©Love in the Afternoon D .
Gary Cooper, Audrey Hepburn
Gun for a Town W.
Dale Robertson, Rossana Rory
©7th Cavalry (78) W..121
Randolph Scott, Barbara Hale
Gamma People. The (79) D. .111
Paul Douglas, Eva Bartok
Last Man to Hang, The (75). My. .117
Tom Comvaj-, Eunice (layson
Rumble on the Docks (..)..D..124
James Darren, Michael (Jranger
©Zarak ©
D..Jan
Victor Mature, Anita Ekberg
Nightfall
D..Jan
-Aldo Ray, Anne Bancroft
©Beyond Mombasa © Ad..
Cornel Wilde, Donna Reed
©Fire Down Below © Ad.
Rita Haynorth, Robert Mitchum
Wicked as They Come D .
Ariene Dahl, Phil Carey
©Seven Waves Away © D .
Tyrone Power, Mai Zetterllng
End As a Man D .
Ben Gazzara, James Olsen
Tall T, The OD..
Randolph Scott, Maureen O'SolIlvan
©Silent World, The Doc.
Undersea Documentary
©Teahouse of the August Moon
Moon (123) © CD..
Marlon Brando, Glenn Ford,
Machilio Kyo. Eddie Albert
Edge of the City (..) D..
John Cassavetes, Kathleen Maguire
©Invitation to the Dance... M..
Gene Kelly, Igor Youskevitdi
©Raintree County ©65 D .
Elizabeth Taylor, Montgomery Cllft
©Barretts of Wimoole St. ©...D..
Jennifer Jones. John Glelgud
Great American Pastime C.
Tom Bwell, Anne Franda
Living Idol. The © D..
Steve Forrest, Liiliane Montevecchi
©Little Hut, The C.
Ava Ciardner. Stewart Oanger
©10.000 Bedrooms © M..
Dean Martin, Eva Bartok,
.Anna Maria .Alberghetti
Harvest Thunder D.
Pier .\ngell, Mel Ferrer,
John Kerr, Michele Morgan
©Hollywood or Bust
(..) ® C.
Dean Martin, Jerry Lewis.
Anita Btberg, Pat Crowley
©Three Violent People ®...W..Jan
Charlton Heston, Anne Baxter
©Ten Commandments, The ®..D..
C. Heston. Y. De Carlo, A. Baiter
©Loves of Omar Khayyam ®..Ad..
Come! WUde, Debra Paget
©Gunfight at OK Corral ® W..
Burt Lancaster, Kirk Douglas
©Funny Face ® MC..
Fred Astaire, Audrey Hepburn
©Rainmaker, The ® D .
Katharine Hepburn, Burt Lancaster
Lonely Man. The ® W..
Jack Palanee. Anthony Perkins
©Beau James (g) D .
Bob Hooe. Vera Miles
Buster Keaton Story, The ®..CD..
Donald O'Connor, Ann Blyth
Bl Man in the Vault (73). .My. .709
William Campbell, AniU Etberg,
Karen Sharpe, Berry Kroeger
©Bundle of Joy (. .) C.
Debbie Reynolds, Eddie Fisher.
Adolphe Menjou. NIU Talbot
©Run of the Arrow W. .Jan
Rod Stelger. Serlta Montell
I Married a Woman C.Jan
George (Johel. Diana Dors
Silken Affair. The CD..
Davlif NIven, Genevieve Page
©Day They Gave Babies Away. CO..
Glynls Johns. Cameron Mitchell
©Guilty?
D..
John Justin. Barbara Laage
Brave Tomorrow D .
John Beal, Augusta Dabney
©Lady & the Prowler, The D..
Diana Dors. Bod Stelger
©Girl Most Likely, The MC.
Jane Powell, Cliff Robertson
X—the Unknown SF..
Dean Jagger, William Russell
O
S
CD

EATURE
CHART
Tk« Kay to l*tt«n and comblnatloiu tkaraof Indicating itory typa: (Ad) Advantura-Drama; (Ac) Actlew-
Drama; (An) Animotad-Actlon; (C) Comedy; (CO) Comccly-Droma; (Cr) Crime-Drama; (DM) Drama
with MhiIc; (Doe) Documentary; (D) Drama; (F) Fantoty; (FC) Force-Comedy; (Ho) Horror-Drama; (HI)
Hlitorlcol-Dramo; (M) Musical; (My) Myctery; (OD) Outdoor-Oromo; (SF) Science-Fiction; (W) Western.
REPUBLIC
20TH-FOX
UNITED ARTSTS
UNJVERSAL-INT'L
WARNER BROS.
i {BCome Next Spring
(92) D..5505
Steie Cochran, Ann Sheridan
!©Mjoic Fire (90) DM. 5503
Y»onn« De Carlo. Carlos Tliompson
m stranger at My Door
(87) D..5507
Maedonald (^ey, Palrlda Medina
& Terror at Midnight (70) . My. .5536
Scolt Brady. Joan Vohs
IT\ OMatericli Queen
(90) (g) W..5509
Barhan Sfantiyck, Barry Sullivan
KlOZaniabuku (64) Doc. 5508
Le»l8 Cotlow's African Safari
I ©Circus Girl (88)
Bpedal production
.D..5506
lOOaoU Incident (88). W.. 5510
Unda Darnell, Dale Robertson
13 ©Thunder Over Arizona
(75) (g) W..5511
Skip Homeler, Kristlne Miller
52 ©Lisbon (90) (g) D..5512
lUy Mllland, Maureen •'Kara
S Strange Adventure, A
,"0) D..5537
Joan Evana, Ben Cooper
SI ©Daniel Boone, Trail
Blaier (90) Ad.. 5513
Bruce Bennett, Lon Chancy
H Scandal, Inc. (92) D..5514
Robert Hutton, Patricia Wright
Si Man Is Armed, The
ara Ru.sh
Man from Del Rio (85). .W. .5643
Anthony Qulnn, Katy Jurado
©Running Target (..) D..5642
Arthur Franz, Doris Dowllng
©Sharkfighters, The
©Love Me Tender (. .) ©.OD. .624-7
Klcbard Bgan, Debra Paget,
Elvis Presley
(73) © Ad.. 5644
Victor Mature, Karen Steele
Peacemaker (..) W. .5646
James Mitchell, Rosemarle Bowe
©Revolt at Ft. Laramie
(..) W;.5647
Gregg Palmer. Frances Helm
Brass Legend, The (..)..0D..
Hugh O'Brlan. Nancy Gates
© King & Four Queens
(..) W..
(lark Gable. Bleiinor Parker
Dance With Me, Henry (..).C..
Bud AW)Ott, Lou Costello
Wild Party (..) D..
Anthony Q^inn, Carol Ohmart
Gun the Man Down (..)..W.
James Arness, Annie I)lckinson
Five'Steps to Danger My. .Jan
Sterling Hayden, Rnth Roman
Big Boodle. The Ad. .Jan
Errol Klynn, Rossana Rory
©Monte Carlo Story CD. Jan
Mariene Klotrlch, Vlttorlo De SIca
Crime of Passion D .
BarlMra Stanwyck, Sterling Bayden
Pride and the Passion ® D..
Cary Grant. Sophia Loren
Halliday Brand, The W.
Joseph CottCD, Vlreea Undfort
12 Angry Men D..
Henry Fonda, Lee J. Cobb
Bachelor Party .
Don Murr-iy, Carolyn Jones
Showdown Creek W.
.loliri Derek. Ciirolyn Cr.ilg
©Never Say Goodbye (96).. D. .5613
Rock Hudson, Cornell Botchers
©Red Sundown (81) W..5614
Rory Calhoun, Martha Hyer
World in My Corner (82) . . D . . 5612
Audle Murphy, Barbara Rush
Touch and Go (85) C . 5681
.
Jack Hawkins, Margaret Johnston
Kettles in the Ozarks (81) . .C. .5615
Marjorle Main, Arthur Hunnlcutt
©Backlash (84) W..5616
Richard Wldmark, Donna Reed
Creature Walks Among Us, The
(78) SF..5617
Jeff Morrow, Leigh Snowden
Price of Fear. The (79) D.. 5618
Merle Oberon, Lex Barker
©Day of Fury, A (78) . . . .W. .5619
Dale Robertson, Mara (>>rday,
Jock Mahoney
©star in the Dust (80). .W. .5620
John A(ar, Mamie Van Doren
Outside the Law (SI). . . .Cr. .5621
Ray Danton, Leigh Snowden
©Rawhide Years, The (85). W.. 5622
Tony Curtis, Colleen Miller
©Congo Crossing (S7) Ad.. 5623
George Nader, Virginia Mayo
©Toy Tiger (88) CD. .5624
Jeff Chandler, Tim Hovey
Behind the High Wall (85). D.. 5629
Tom Tully, Sylvia Sidney
©Simon and Laura (91) (g) C. .5682
Peter Flncb, Kw Kendall
Francis in the Haunted House
(80) C..5625
Mickey Rooney, Virginia Welles
©Away All Boats (114) ®.D..5626
Jeff Chandler, George Nader
©Walk the Proud Land
(88) © W..5627
Audie Murphy, Anne Bancroft
©Raw Edge (76)
0D..5628
Rory (^Ihoun, Yvonne De Carlo
I've Lived Before (82) D..5632
Jock Mahoney. Leigh Snowden
Edge of Hell (76) D..5633
(Rev. as "Tender Hearts" 2-2S-6S)
Hugo Haas, Franceses de Scaffa
©Pillars of the Sky
(94) © 0D..5630
Jeff Chandler, Dorothy Malone
©Showdown at Abilene (80). W. .5631
Jock Mahoney, Martha Hyer
©Unguarded Moment, The
(95) D..5701
Esther WiUtans, George Nader
Mole People, The (..)... Ho. .5702
.liihn An.ir. Cynthia Patrick
©Curucu, Beast of the
Amazon (. .) Ho. 5703
John Bromfleld. Beverly Garland
©Everything But the Truth
(..) CD.. 5704
Maureen O'llara, John Forsythe,
Tim Hovey
©Written on the Wind . . Jan
Rock Hudson, Lauren Bacalt,
Dorothy Malone. Robert Stack
©Four Girls in Town ©....D..Jan
George Nader. Julie Adams
Rock, Pretty Baby M..Jan
Sal Mlneo, John Saxon
Great Man, The D..Ftb
Jose Ferrer, JuUe London
©Istanbul © Ad.. Feb
Errol Flynn, Cornell Borchers
©Gun for a Coward ©....W.Mar
Kred MaeMurray, Jeffrey
Ilnuter
©Battle Hymn © D.Mar
Rm'k Hudson. Martha Myer,
M.iM IHiryeu, Anna Ka-shfl
©Mister Cory © D. Mar
l^iiiy Curtis. Martha Hyer
(S Our Miss Brooks (85) C. .515
Eve Arden, Don Porter
@ River Changes, The (91)..D..513
Rossana Rory, Harald Maresch
H steel Jungle, The (86) . . .D. .514
Perry Lopez, Beverly Garland
If] Miracle in the Rain (107) D..512
Jane Wyman, Van Johnson
i2j ©Serenade (121) DM.. 516
Mario Lanza. Joan Fontaine.
Serila Monteil, Vincent Price
If Goodbye, My Udy (95). .0. .517
Brandon de Wilde, Walter Brennan
©Searchers, The
(119) (S)
00..5ia
John Wayne, Natalie Wood,
Jeffrey Hunter, Vera Hllei
J] As Long as You're Near Me
(101) 0..519
0. W. Fischer, Maria Schell
a ©Animal World (82) .. Doc. .520
Nature feature (photography plus
animation)
@ ©Moby Dick (116) 0D..521
Gregory Peck, Richard Basehart,
Leo Genu, Orson Welles
( Special engagements only)
'7j ©Santiago (93) Ad.. 524
Alan Ladd, Rossana Podeat*.
Lloyd Nolan
f?J Satellite in the Sky
(85)© .....SF .525
Kleron Moore, Lois Htxvell,
Donald Wolflt
31 ©Seven Men From Now
(78) *„-5^*
Randolph Scott. Oall RusseU
[T] ©Burning Hills, Tha
(94) © W..60X
Tab Hunter, Natalie Wood
Si ©Amazon Trader, The
(.13) Featurette 4910
. .
John Sutton, Marie Fernanda
11 Cry in the Night, A (75). 0.. 602
Ekimond O'Brien, Natalie Wood
SSBad Seed, The (127) . . . .D. .603
Nancy Kelly. Patty McCormack
ig ©Toward the Unknown
(115) B..604
William Holden, Virginia Lelth
Bg©Girl He Left Behind,
The (103) © C..605
Tab Hunter, Natalie Wood
a ©Giant (195) D..606
Elizabeth Taylor. Rock Hudson.
James Dean, Jane Withers
Baby Doll ( ) . . D .
Karl Maiden. Carroll Baker.
BU Wallach, Mildred Dunnock
©Spirit of St. Louis © 0..
James Stewart, Sheila Bond
©Buffalo Grass * •
Alan Udd. VIrgInU Mayo
Wrong Man, The 0..
llenrv Fonda. Vera Miles
©Old Man and the Sea ® OD..
Spencer Tracy
©Sleeping Prince, The CD.
Marlhii Monroe. Laurence OlMer
Face in the Crowd. A 0..
Andy Griffith. Patrlda Neal
3 Ltavts of a Shamrock CD..
Denis O'Dea. Noel Purcell
©Night Does Strange Things. . .CD.
Insrld Bergman. Mel Ferrer
Top Secret Affair CD..
Su

Apr
Apr
FEATURE CHART
^HORTS CHART
INDEPENDENT I t^
AMERICAN
INTERNATIONAL
D»y the Woflb Ended (80) ®. .SF. .
Richard l>enning, ijorl Nelson
Phantom From 10,000 Leagues
(80) SF..Dec55
Kent T&ylor. (^thy Downs
Oklahoma Woman (73) D.. May 56
Itlcbard Denning, Peggie Ca£tle
Female Jungle (71) D..JunS6
J;iyne Mansfield, Lawrence Tierney
Girls in Prison (87) Ac. Jul 56
Bichard Denning, Joan Taylor
Hot Rod Girl (75) Ac. .Jul 56
Ijorl Nelson, Jotin Smith
The She-Creature (77) Ho. .Aug 56
Maria English. Chester Moirls
It Conquered the World (75) SF..Aug56
Dec 55
Peter Graves, Beverly Ctarland
Shakt, Rattle and Rxk (..) M.. Nov 56
Fats Domino, Lisa Qaye
Runaway Daughters ( .
. D .
Maria EiigUsb, Too Coonr
ARLAN
Living North, The (74) Doc..
Filmed in Lapland; native cast
(English narration)
ASSOCIATED
FILM
. Nov 56
Last of the Desperados (71) W. Dec 55
James Craig, Margia Dean
Two-Gun Udy (76) W.. Dec 55
Peggie Castle, William Talinan
Wild Dakotas (73) W.. Feb 56
Bill Williams. Coleen Gray, Jim Davis
Blonde Bait (71) D . . Apr 56
Beverly .Michaels, Jim Davis
Three Outlaws, The (74) (D235. .W. . May 56
Neville Brand. Bruce Bennett, Alan Hale
Frontier Gambler (..) W. .Oct 56
John Bromneld, Coleen Gray
ASTOR
Dynamiters, The (74) D.. Apr 56
Wayne Morris, Simone 811va
Fear (82) D.. May 56
Ingrld Bergman, Mathlas Wleman
Passport to Treason (80) Md..Jun56
Rod Cameron, L,ois Maxwell
©Men of Sherwood Forest (77) . .Ad. .Sep 56
Don Taylor, Eileen Moore
BANNER
©Wetbacks (86) AC. .May 56
Lloyd Bridges, Nancy Gates
BUENA VISTA
©Littlest Outlaw, The (75) D . . Feb 56
Pedro Armendarlz, Andres Velasquez
©Great Locomotive Chase (85) ©- -0. Jul 56
Fess Parlier, Jeff Hunter
©Davy Crockett and the River
Pirates (81) Ad.. Jul 56
Fess Parker, Buddy Bbsen
CONTINENTAL
Night My Number Came Up (94) . .D. .Feb 56
Michael Redgrave, Alexander Knox
©Ladykillers, The (93) D.. Mar 56
Alex Guinness. Cecil Parker, Katie Johnson
Ship That Died of Shame (91). . D. .Sep 56
Itlchard Attenborough, George Baker
©Secrets of the Reef (72) Doc. Oct 56
Undersea chronicle
DOMINANT
Walk the Dark Strwt (74) Md..
Chuck Connors, Dob Boas, Bedns Gleasoo
DCA
. ) D . . 56
Wages of Fear (106) D . . Feb 56
Yves Montand, (Carles Vanel
Please Murder Me (76) D.. Mar 56
Angela Lansbury, Raymond Burr
Frisky (98) CD. .Apr 56
(!1na Lollobrlglda, Vlttorio De Slca
May Woman of Rome, The ( .
Glna lollobrlglda, Daniel Gelln
©Jedda the Uncivilized (88) D..Jun56
Narla Kunogh, Robert Tudewall
Private's Progress (99) C . Sep 56
Rlcfa&rd Attenborough, Dennis Price
EOEN
One Way Ticket to Hell (65) D . . Feb 56
Non-professional
EMBASSY
cast
Wiretapper (80) D . . Feb 56
Bill Williams, Georgia Lee
Godzilla, King of the Monsters
(80) Ho.. Apr 56
Raymond Burr, Japanese cast
(Kiglish dialof and narration)
GIBRALTAR
©Fury in Paradise (77) D .
Peter Thompson, Rea Iturblde
Silent Fear (66) D.
Andrea IClng, Peter Adams
IFE
©Lease of Life (93) D . . Jan 56
Robert Donat, Kay Walsh
(Biglish dialog)
©Madame Butterfly
(U4) Filmed Opera. .Jun 56
Kaoru Yacbigusa, Nicola [illacuridi
(Italo-Japanese; English commentary)
JACON
Rosanna (72) D . . Jun 56
Kussana Podesta, Ooz Aivarado
(Dubbed In English)
Forbidden Cargo (83) Ac .. Sep 56
Nigel Patrick, Ell2abetb Seilars
JANUS
Bullfight (76) Doc. .Jul 56
English narration
LOUIS deROCHEMONT
Helen Keller in Her Story (formerly
"The Unconquered") (55) . Doc. Apr 56
Narrated by Katherine Cornell
MAGNA
Oklahoma! (150) T-AO DM. Oct 55
Gordon MacRae, Shirley Jones
TOP PICTURES
©Frontier Woman (80) W.. Jul 56
Cindy Carson, Lance Fuller, Ann Kelly
TRANS-LUX
©Dance Little Udy (87) D.. Mar 56
Mai Zetterllng, Terence Moigan
Lovers and Lollipops (85) CD. Apr 56
L,ori March. Gerald O'Loughlin
WOOLNER BROS.
Swamp Women (75) D .
56
Beverly Garland, Marie Windsor, C. Matheus
REISSUES
BUENA VISTA
©Fantasia (81) M. .Feb 56
(Superscope added, vltta 4-track sound and
stereophonic sound.)
©Song of the South (95) M . . Feb 56
Ruth Warrick, Bobby DriscoU, Luana Patten
DCA
Brute Force (96) D.. Jun 56
Bun Lancaster, Yvonne De Carlo
Naked City (96) D.. Jun 56
Howard Diiff, Barry Fitzgerald
MGM
Stratton Story, The (106) 0.. Feb 56
James Stewart, June Allysoo
©Three Musketeers (126) D. Feb 56
Lana I'uruer, Gene Kelly, Van Heflin
©Northwest Passage (126) D.. Mar 56
Sptncer Tracy, iiobert Young, Butb Hussey
©Yearling, The (128) D..Mar56
G. Peck, J. Wyman, (^aude Jarman Jr.
©Annie Get Your Gun (107) M.. Jun 56
Betty Button, Howard Keel, Louis Cdhern
Boomtown (116) D . . Oct 56
Clark Gable, Spencer Tracy, liedy Lamarr
PARAMOUNT
©Streets of Uredo (92) W. .May 56
William Holden, Macdonald Carey
Two Years Before the Mast (98) . . D . . May 56
Alan Ladd, Brian Doolevy, William Bendlx
©Whispering Smith (89) W.. May 56
Alan Ladd, Robert Preston, B. Marshall
RKO
One Minute to Zero (105) D.. Mar 56
Robert Mltchum, Ann Blytb
Big Sky, The (U2) 0D..Apr56
Kirk Douglas, Dewey Martin, E. Ilireatt
Flying Leathernecks (102) D... May 56
John Wayne, Robert Ryan, Janis Carter
Lusty Men (113) D. .May 56
Susan Hayward, Robert Mitchum
King Kong (100) F-Ad..Jun56
Bruce Cabot, Fay Wray, Robert Armstrong
I Walked With a Zombie (69). . .Ho. .Jun 56
Frances Dee. James EUison, Tom Conway
Citizen Kane (119) D..Jul56
Orson Welles, Joseph (gotten
20TH-FOX
Third Man, The (105) D. .Aug 56
Orson Welles, Joseph Cotten, Valll
Rebecca (127) D. .Oct 56
Laurence Olivier, Joan Fontaine
UNITED ARTISTS
High Noon (85) W. .Jun 56
Gary Cooper, Grace Kelly, Katy Jurado
UNIVERSAL-INTa
©Tap Roots (109) D.. May 56
Van Heflin, Susan Hayward, Ward Bond
©Kansas Raiders (80) W. May 56
Audie Murphy, Tony (Sirtla, B Donlevy
Killers, The (102) D.. Sep 56
Burt L,ancaster, Ava Gardner,
Edmond O'Brien
Sleeping City, Tlie (85) My. .Sep 56
Richard Conte, 0>leen Gray, Alex Nichol
WARNER BROS.
Distant Drums (101) W. .Jun 56
Gary Cooper, Mari Aldon
Dallas (94) W. .Jun 56
Gary Cooper, Satb Boman
COLUMBIA
ALL-STAR COMEDIES
8411 One Spooky Night (16) .Sep 55 -f-
8412 He Took a Powder (17) . Oct 55
S413 Hook a Crook (16) ... Nov 55
8414 Come On Seven (16) Feb 56 ±
. .
8415 Army Daze (I6I/2) ... Mar 56
8416 Andy Goes Wild (17). Apr 56
ASSORTED FAVORITES
8421 Honeymoon Blues (17). Sep 55
S422 The Jury Goes Round 'n.
Round (18) Nov 55
8423 Should Husbands Marry?
(17) Dec 55
8424 Black Eyes & Blue
(16(/2) Feb 56
S425 Renovated (I8V2) Mar 56
8426 Get Along Little Zombie
(17) May 56
CANDID MICROPHONE
(One-Reel Specials)
8551 Subject 3, Scries 2 (11) Sep 55
8552 Subject 4, Series 2
(IOV2) Dec 55
S553 Subject 5, Series 2 (11) Jan 56
8554 Subject 6. Series 2
aV/t) Mar 56
8555 Subject 1, Series 3 (11) Jun 56
8556 Subject 2. Series 3 (10) Jul 56
CINEMASCOPE FEATURETTE
(Technicolor)
8441 Wonders of Manhattan
(16) Feb 56 ++
8442 April in Portugal (20) . 56
COLOR FAVORITES
(Technicolor Reissues)
S601 Tooth or Consequences
i&A) Sep 55
8602 Up 'n Atom (6) Oct 55
S603 Hot Foot Lights Nov 55
(7) . .
8604 Rippling Romance (8) . Nov 55
8605 Foxy Flatfoots (6) Dec 55
8606 Cagey Bird {S/t) Jan 56
8607 Boston Beanie (6) Feb 56
8608 Swiss Tease (6) Feb 56
8609 Peekoolyar Sitcheeayshun
(7) Mar 56
8610 Phoney Baloney /2) . Apr 56
8612 Uncultured Vulture
(51/2) May 56
8613 Be Patient, Patient (7) .Jun 56
8614 Loco Lobo (6) Jun 56
8615 Woodman, Spare That Tret
(71/2) Jul 56
COMEDY FAVORITES
8431 Pardon My Lamb Chop
(17) Oct 55
8432 Radio Romeo (17

0«
SHORTS
CHART
Short sub|«cn, llstad by company, in order ot releoso. Running tfmo tollowi tit-lo. Ftr«t Is notional relooM
month, second the dote of review In BOXOFFICE. Symbol between dates is rating from BOXOFFICI
review. H Very Good, -i- Good. ± Fair. — Poor. =: Very Poor. Photogrophy: Color and process os specified.
ecQ
S15-3 Tlie Little Cut-Up (6) Sep 55
S15-4 Hep Cat Symphony (6) Sep 55
S15-5 Little Red School Mouse
(7) Sen 55 ....
S15-6 Leprechaun's Gold
(10) Sep 55
S15-7 Quacka-doodle Oo (7) Sep 55
S15-8 Teacher's Pest (7)... Sep 55
515-9 Tarts and Flowers (7) .Sep 55
S15-10 Pleased to Eat You
(6) Sep 55
S15-11 Goofy Goofy Gander
(7) Sep 55
S15-12 Saved by the Bell («) Sap 55
CASPER CARTOONS
(Technicolor)
B15-1 Red, White & Boo (6) Oct 55 + 1-28
B15-2 Boo Kind to Animals
(6) Dee55 -(- 1-21
B15-3 Ground Hoj Play (6). Feb 56 + 3-17
815-4 Dutch Treat (6) Apr 56 + 5-26
BlS-5 Penguin for Your Thoughts
(7) Jun56 4- 7-21
GRANTLAND RICE SPORTLIGHTS
R15-1 Sporting Dogs Afield
(9) Oct 55 + 10-22
R15-2A Nation of Athletes
(9) Nor 55+ 1-28
RlS-3 Animal-Sports Quiz
(9) Feb 56 + 3-24
f)15-5 Carolina Court Champs
(10) Mar 56+ 5-26
R15-4 Winter Wonder Trails
(9) Apr 56 +6-9
R15-6 Men Who Can Take It
(9) Jun56 + 7-21
HERMAN t KATNIP
(Technicolor
Cartoons)
H15-1 Mousieur Herman (6) Nor 55 + 1-21
H15-2 Mouseum (6) Feb 56 -f 3-17
H15-3 Will Do Mousework
'6) Jun M -I 7-21
H15-4 Mousetro Herman (6). Aug 56 + 10-13
NOVELTOONS
(Technicolor)
Pi5-1 Rabbit Punch (6) Sep 55 + 12- 3
P15-2 Little Audrey Riding Hood
(6) Oct 55 + 12- 3
P15-3 Kitty Cornered (6) . . Dec 55 + 1-21
P15-4 Sleuth but Sure (6) . Mar 56 + 5-26
P15-5Swab the Duck (6). May 56 + 9-15
P15-6 Pedro & Lorenzo (6). Jul 56 + 10- 6
POPEYE CARTOONS
(Technicolor)
E15-1 Mister & Mistletoe (6) Sep 55 + 12- 3
E15-2 Cops Is Tops (61/2) . . Nov 55 + 1-21
E15-3 A Job for a Gob (6) . Dec 55 + 1-21
E15-4 HillbillinB & Cooing
(6) Jan 56 + 1-21
E15-5 Popeye for President
(6) Apr 56+ 5-26
E15-6 0ut to Punch (6)... Jun 56+ 7-21
E15-7 Assault & Flattery (6). Jul 56 + 10-6
E15-8 Insect to Injury (6) . .Aug 56
TOPPERS
M15-1 Three Kisses (10)... Oct 55 + 12- 3
M15-2 Reunion in Paris (10) No* 55 + 1-28
M15-3 Animals a la Carte
(10) Jan 56 a: 1-21
M15-4 Tliere's Gold in Them
Thrills (10) Mar 56 - 3-31
H15-5 Ups and Downs (9) . May 56 + 5-26
VISTAVISION SPECIALS
VI5-2VV Visits Panama
(10) Jun 56 + 7-21
V15-1 BIng Presents Oresle (10) . . -H- 10- 6
V15-3VV Visits Gibraltar
(10) Aug 56 +f 10-13
RKO RADIO
BROWN-KIRKWOOD REISSUES
63.601 Heart Troubles (16). Sep 55
63.602 Put Some Money in the Pot
(17) Nor 55
DISNEY CARTOONS
(Technicolor)
54.114 Beczy Bear (7) Sep 55 + 10-22
54.115 Up a Tree (7) Sep 55
54.116 Chips Ahoy (7)
. . . .Feb 56 ++ 4-7
54.117 Hooked Beer (7) ...Apr 56 + 4-28
EDGAR
KENNEDY REISSUES
63.501 No More Relatives
(18) Sep 55
63.502 How to Cleu House
(18) Oct 55 ..:.
63.503 Dig Tint Gold (17) . Nov 55
63.504 Contest Crazy (17) . 58
GIL LAMB REISSUES
£3,301 Groan and Grunt (17) Sep 55
63.302 Bashful Roneo (16) . Oct 55
LEON ERROL REISSUES
63.701 Wife Tames Wolf (17) Sep 55
63.702 Dad Always Pays
(18) Oct 55
63.703 Spook Speaks (19) . . Nov 55
63.704 in Room 303 (17) . . Dec 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
SCREEN LINERS
64.202 Black Cats and Broomsticks
(8) Oct 55 + 12-10
64.203 Make Mine Memories
(8) Nov 55
64.204 Teenagers on Trial
(8) Dec 55 + 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 (8) . Mar 56 + 4-28
64.208 Where Is Jane Doc!
(8) Mar 56 + 4-28
(8) Apr 56 + 4-28
(;4.2ia Phonies Beware (8). May 56 +7-7
64.209 Merchandise Mart
64,211 Emergency Doctor
(8) Jun 56+ 9-15
64,212Uw & The Ub (8)..Jul56 + 9-15
SPECIALS
63.102 Golden Glamour (15) . Oct 55 + 12-10
63.103 Sentinels in the Air
(15) Feb 56 + 4-7
63.104 Golden Equator (13) Mar 56 + 4-28
SPORTSCOPES
64.303 Bonefish and Barracuda
(8) Oct 55 + 12-10
34.304 Canadian Carnival (8) Nov 55 + 1-14
64.305 Headpin Hits (g).. Dec 55+ 1-14
64.306 Island Windjammers
(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 Races to Remember
(8) May 56 +6-9
64.311 Four Minute Fever
(9) ... Jun 56 ± 7- 7
(1956-57)
74,301 Aqua Babes (9) . . . . Aug 56 + 9-15
SPORTS
SPECIALS
63.901 Football Headliners
(15(4) Dec 55 + 1-14
63.801 Basketball Headliners
(IS) Apr 56+ 5-26
WILDLIFE
ALBUM
(Technicolor)
63.001 The Whitetail Buck
(271/2) Oct 55 +11-12
20th
CINEMASCOPE
CENTURY-FOX
SPECIALS—COLOR
7601-8 Lady of the Golden Door
(9) Jan 56
7602-6 A Thoroughbred Is Born
(9) Jan 56 + 4-a
7603-4 Adventure in Capri
(9) Feb 56 + 4-21
7608-3 Land of the Bible
(21) Apr 56
7605-9 Hunters of the Sea
(9) May 56
76091 The Dark Wave (23) Jun 56 4i 6-9
7607-5 Cowboys of the Maremma
(9) Jun 56
TERRYTOONS
(Technicolor)
5601-0 The Ciockmakar'i Oo«
(7) Jan 56 5602-8 Miami Maniacs (7). Feb 56 +
5603-6 Hep Mother Hubbard
(7) Mar56 :!:
5604-4 Baffling Bunnies (7) Apr 56
TERRYTOONCINEMASCOPES
(Technlcolar)
5631-7 Park Avenue Puuycat Jan 56
5632-0 Uranium Blues (7) . Feb 56 +
5633-3 ScouU to the Rescue
n\ Mar M +
5634-1 Oceans of Love (7) Apr 56
5636-8 Lucky Dog (7).... May 56
5636-6 Police Dogged (7).. Jun 56
4-21
5-26
5-26
4-28
5-26
TERRYTOON TOPPERS
(Technicolor
Reissues)
5605-1 Wolfs Pardon (7) May 56
5606-9 Felix the Fox (7).. Jun 56
UNIVERSAL-INTERNATIONAL
CINEMASCOPE FEATURETTE
(Technicolor)
2600 The Nat "King" Cole
Musical Story (18) H 12-10
COLOR PARADE
2672 Fighters of the Lakes
(9) Jan 56
2673 Blue Coast (9) Feb 56 # 1-28
2674 Queens of Beauty (10) Apr 56 + 3-31
2675 Olympic City (9) May 56 + 4-7
2676 Invitation to New York
Oi/j) Jul 56 ±7-7
MUSICAL FEATURETTES
2653 Lionel Hampton & Herb
Jeffries (15) Jan 56 + 2-18
2654 Tennessee Plowboy (13) Feb 56
2655 Around the World Review
(16) Mar 56 + 3-31
2656 Mills Brothers on Parade
(16) Apr 56 +6-9
2657 Cool & Groovy (15) . . May 56 + 6-9
2658 Rhythms With Rusty
(15) Jun 56
2659 Mirth & Melody (15). Jul 56+ 9-15
2660 Bright & Breezy (16) .Aug 56
VARIETY
VIEWS
2691 Alert to Danger (9).. Jan 56 +6-9
2692 Brooklyn Goes to Paris
(9) .Feb 56 ±4-7
2695 Everybody Dances (9) . .Jul 56 +f 10- 6
2696 Screwball Sports (9) . Aug 56 ± 9-15
WALTER LANT2 CARTUNES
(Technicolor)
2612 Pigeon Holed (6) Jan 56 + 3-3
2613 After the Ball (6) Feb 56 + 3-3
2614 Get Lost (6) Mar 56
2615 Ostrich Egg and I (6) Apr 56+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
2619 Hold That Rock (6) .. .Jul 56
2620 Talking Dog (6) Sep 56
2621 Calling All Cuckoos
(6) Sep 56+ 9-15
2622 Niagara Fools (6) Oct 56
2623 Arts & Flowers (6) .. Nov 56 + 10-13
WALTER LANTZ REISSUES
2631 Dog Tax Dodgers (7) Feb 56
2632 Playful Pelican (7).. Mar 56
2633 Wet Blanket Policy (7) Apr 56
2634 Scragpy's Birthday
(7) May 56
2635 Wild t Woody (7).. Jun 56
2636 Drooler's Ddlght (7). Jul 56
WARNER BROS.
3910 24-Hour Alert (30) U. S. Ah'
Force Short (3 reels) +f 12-31
BLUE RIBBON HIT PARADE
(Technicolor
Reissues)
3301 Doggone Cats (7) Sep 55
3302 Rattled Rooster (7).. Oct 55
3303 Fair and Wormer (7) Nov 55
3304 Mousemerized Cat (7) Nov 55
3305 Foghorn Leghorn (7) Dec 55
3306 Bone, Sweet Bona (7) Jan 56
BUGS BUNNY SPECIALS
3723 Knight- Mare Hart (7) Oct 55
3724 Roman Legion-Hari
(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 tt 2-25
3103 Dog in the Orchard
(20) Nov 55
COLOR
SPECIALS
3001 Movltland Magic (19). Oct 55
3002 Golden Tomorrow (17).lov55 +
3003 Behind the Big Top
(18) Deere
3004 They Seek Adventure
(19) Jan 56 +
3005 Out of the Desert (19) Feb 56 ++
3006 Copters t Cows (17) . .Mar 56 H
JOE
McDOAKES COMEDIES
1- 7
3-17
3-31
4-21
3401 So You Want to be a Vice-
President (10) 0ct55+ 12-31
3402 So You Want to be a
Policeman (10) Dec 55 + 1-28
3403 So You Think the Grass
Is Greener (I6) Jan 56 + 3-31
3404 So You Want to Bi
Pretty Mar 56 + 4-a
MELODY MASTER BAUDS
(Reissues)
3803 Ozzie Nelson & Orch.
(10) Dec 55
3804 Carl Hoff & Band (10) Feb 56
3805 Borrah Minevitch (10) .Apr 56
MERRIE MELODIE&-LO0NEY TUNES
(Technicolor)
3701 Dime to Retire (9).. Sep 55++ 1-M
3702 Speedy Gonzales (7) . .Sep 55 + 1-7
3703 Two Scents Worth (7) Oct 55 + 1-14
3704 Red Riding Hoodwinked
(7) Oct 55
3705 Heir Conditioned (7).. Nov 55 +3-3
. . Dec 55 2-2S
3706 Guided Muscle (7) ....
3707 Pappy's Puppy (7)
.
Dec 55
+
. . .
3708 One Froggy Evening
(7) Jan 56 + 3-24
3709 Too Hop to Handle „
. , .,
(7) Jan 56 + 4-7
3710 Weasel Stop (7) Feb 56 ± 3-31
3711 High & Flighty (7).. Feb 56+ 4-28
3712 Rocket Squad (7) Mar 56 ++ 4-21
3713 Tweet & Sour (7) Mar 56
3714 Heaven Scent (7) Mar 56
3715 Mixed Master (7).... Apr 56
3716 Get Whiz-z-z-z (7) ... May 56
SPORTS
PARADE
3501 Picturesque Portugal
(9) Jan 56 ±
3502 Fish Are Where You
Find Them (10) Jan 56 +
3503 Green Gold (10) Feb 56 ++
3504 Crashing the Water
Barrier (10) «arS< +
(One
Reel)
3220 Heart of an Empire
(9) Sep 55 ±
3222 Ski Valley (9) Sep 55 +
3221 Springtime in Holland
(9) Dec 55
INDEPENDENT
Queen's Navy, The (20)
British Information Service. ±
Grey GhosU (21)
British Information Service ±
©The Heart of England (20)
British Information Service. +
The Racket (17) British Information
Service +
Pantomimes (13) Go PicturtI -ff
(20n the 12th Day (20)
George K. Arthur H
The Face of Lincoln (16) Cavalcade +f
The Bespoke Overcoat (37)
George K. Arthur +
British Information Scrvlct.
©London's Country (18)
+
(^East Anglian Holiday (26)
British Infromation Service. +
(^Festival in Edinburgh (14)
British Information Service. +
©Jungle Search (25)
British Information Service. ±
Operation Noah (28)
U. S. Army Engineers +
©Man In Space (33) Buena ViiU. ++
©West Country Journey (26)
Rrttish Infnrmitlnfi Service -i-
Ballet Girl (23) Brandon ++
1- 7
4- 7
4-28
4-28
WARNER VARIETIU
3601 An Adventure to Rtmembtr
(9) Oct 55 +
3602 Shark Hunting (9) .... Nov 55
3603 Faster and Faster (9) .
Dec 55 +
3604Neckin' Party (9).... Mar 56
1-14
4- '7
3605 1 Never Forget a Face
( )
Apr56
WARNERCOLOR SCOPE GEMS
(Two Reel)
3211 Journey to the Sea
(18) SepSStt 3- 3
2-18
2-25
114
1-14
1-21
1-21
1-a
s- J
4-21
c- >
6- >
7- 7
7- 7
7- 7
7- 7
7-21
7-21
10-U
10 BOXOFFICE BookinGiude : : Nov. 3, 1956

I
ALLIED ARTISTS
Atomic Man, The (AA)—Gene
Nelson, Faith Domergue, Joseph
Tomelty. This is English all the
way, except for Gene Nelson, but
for once, it was worth a playdate.
Well made and will hold
interest. Played Wed.-Sat.
Weather: Cool. — Harold Bell,
Opera House, Coaticook, Que.
Pop. 6,341.
BUENA VISTA
African Lion, The (BV)—Documentary.
Scared to death about
booking on a single bill, as there
is no particular story. But -rest
your fears. It will be enjoyed by
old and young. Every school child
should see it. Played Wed.,
Thurs. Weather: Hot and dry.—
Joe and Mildred Faith, Linn
Theatre, Linn, Mo. Pop. 758.
20,000 Leagues Under the Sea
(BV) — Kirk Douglas, James
Mason, Paul Lukas. Nothing but
standing room only for this
brilliant. Infallible boxoffice success.
Terrific is the word for It.
Wonderful Disney does it again!
Stars, magnificent underwater
photography. In fact, nothing
wrong could be found with it.
Everybody from six to 60 had
only praise for this film. Many
years ago when we showed a
Disney, our matinees were full
and the evenings fair. Lately,
capacity houses all the time for
his product. More power to you,
Walt. You make a lot of people
very happy. Including yours sincerely.
Played Tues.-Sat. Weather:
Cool.—Dave S. Klein, Astra
Theatre, Kitwe-Nkana, Northern
Rhodesia, Africa.
COLUMBIA
Gun that Won the West, The
(Col) — Dennis Morgan, Paula
Raymond, Richard Denning. This
looked like the eighth grade
graduating play, but the kids
could beat the actors. It might
be the last of the Indian pictures,
because they looked as if
they were about out and had to
draft some white actors with
coloring. The horses must have
escaped from a merry-go-round.
It was about as poor a western
as anyone has ever wasted color
to produce and photograph. Skip
it.—Mayme P. Musselman, Roach
Theatre, Lincoln, Kas. Pop. 1,636.
Let's Do It Again (Col)—Jane
Wyman, Ray Milland, Aldo Ray.
Swell picture. This gal Wyman
and this guy Milland are wellliked
here. All the cast do a swell
job. There is just the right
amount of music to make one
swell picture, and just the right
amount of comedy to keep all
your patrons in the best of spirits.
My patrons seem to be able to
smell the good pictures, as well as
the clinkers, so I ended up with
some ready cash to
improve my
spirits. Played Mon., Tues.
Weather: Good.—P. L. Murray,
Strand Theatre, Spiritwood, Sask.
Pop. 355.
Rock Around the Clock (Col)
Bill Haley and His Comets, Alan
Freed. Had played all around us,
but still did a Uttle above average
business. The teenagers ate it
up and the older people who saw
it liked it also. Played Wed.,
Thurs. Weather: Good.—Audrey
Thompson, Ozark Theatre, Hardy,
Ark. Pop. 599.
METRO-GOLDWYN-MAYER
Bhowani Junction (MGM)
Ava Gardner, Stewart Granger,
Bill Travers. There was something
wrong with this picture
that we haven't figured out. A
good cast, but guess there were
too many Englishmen and our
patrons don't go for the Limey
brogue. Anyway, we didn't do
any business with a hot date on
our best change. So, you try and
give us the answer. Played Sun.,
Mon. — Mayme P. Musselman,
Roach Theatre, Lincoln, Kas.
Best in Long Time
"There's No Business Like
Show Business" is just about
one of the l)est musicals we
have played in a long time.
Just like the old times when
Fox used to make good musicals.
Let's hope they don't forget
how they made this one
and we may get another sometime.
HAROLD BELL
Opera House
Coaticook, Que.
Camille (MGM) — Reissue.
Greta Garbo, Robert Taylor,
Henry Daniell. Brand new reissue,
which could easily have
stayed in the vaults. Garbo is
great. Taylor looks insipid and
the sound on the film is real 1932
vintage stuff. Worst houses we
have had for years.
Can only be
recommended for art houses and
TV. Played Sun., Mon. Weather:
Fine.—Dave S. Klein, Astra
Theatre, Kitwe-Nkana, Northern
Rhodesia, Africa.
Catered Affair, The (MGM)—
Bette Davis, Ernest Borgnine,
Debbie Reynolds. Well liked by
the women. Nothing big, but I've
played worse. Played Sun. -Tues.
Weather: Mild.—James Fraser,
Auditorium Theatre,
Minn. Pop. 10,645.
Red Wing,
Kelly, Paul
Douglas. Good picture and very
good cast, well appreciated for
the jobs they did. The story is
Green
Granger,
Fire (MGM)—Stewart
Grace
good. Lots of excitement, splendid
color and scenery. Good comments
all around on this picture.
Better than average business.
Price not too high, so everybody
satisfied. Played Pri., Sat. Weather:
Fine.—F. L. Murray, Strand
Theatre, Spiritwood, Sask. Pop.
355.
Kismet (MGM)—Howard Keel,
Ann Blyth, Dolores Gray. Not
very well received here. Quite a
number of walkouts. I sat
through it a couple of times,
enjoying the very clear Cinema-
Scope and the picture, but our
action fans in this small town
couldn't take it. Played Sun.,
Mon. Weather: Very nice.—Carl
W. Veseth, VUla Theatre, Malta,
Mont. Pop. 2,095.
Swan, The (MGM) — Grace
Kelly, Alec Guinness, Louis Jourdan.
Thought this would fall on
its face, but did average business.
:S.
XHIBITOR HAS HIS SAY
—Leonard J. Leise, Roxy Theatre,
Randolph, Neb. Pop. 1,029.
Tender Trap, The (MGM)—
Frank Sinatra, Debbie Reynolds,
David Wayne. A good picture, but
with the price
tag MGM put on
it. I failed to make any money.
Drew average business. Played
Fri., Sat. Weather: Good.—W. L.
Stratton, Lyric Theatre, Challis,
Ida. Pop. 728.
PARAMOUNT
Man Who Knew Too Much,
The (Para)— James Stewart,
Doris Day, Brenda DeBanzie.
Here is a swell show that didn't
do what we expected, even in
these times, but are glad we
played the picture. Jimmy
Stewart is tops in the role. The
scenery was different and the
VistaVision and color almost
perfect. So, we didn't feel too
bad, even though we didn't make
it. Played Thurs. through Sat.
Weather: Nice.—Mayme P. Musselman,
Roach Theatre, Lincoln,
Kas. Pop. 1,636.
Man Who Knew Too Much,
The (Para) — James Stewart,
Doris Day, Brenda DeBanzie.
A good suspense job with beautiful
scenery. The print was the
lousiest we have had in a long
time. Hundreds of splices in reels
five to seven. Seems odd that the
small situation always has to get
stuck with the exchange's junk
prints. Paramount inspectors
need glasses and film cement.
Played Sun., Mon., Tues. Weather:
Good.—D. W. Trisko, Runge
Theatre, Runge, Tex. Pop. 1,055.
Pardners (Para)—Dean Martin,
One of
Jerry Lewis, Lori Nelson.
the top grossers of the year.
Martin and Lewis' best. Did well
above average, even during hurricane
"Flossy." Played Sun.,
s'^on. Weather: Hurricane.
M. P. Jones, Martin Theatre,
Florala, Ala. Pop. 3,000.
RKO RADIO
Cash on Delivery (RKO)—
Shelley Winters, John Gregson,
Peggy Cummins. Kinda cute, but
no "cash." No kid appeal, therefore
no crowd. Should be on a
double bill. Will not stand alone.
Played Wed., Thurs. Weather:
Cool and dry.—Joe and Mildred
Faith, Linn Theatre, Linn, Mo.
Pop. 758.
Treasure of Pancho Villa, The
(RKO)—Rory Calhoun, Shelley
Winters, Gilbert Roland. Fine.
Exciting and well-acted entertainment
that appealed to good
audiences. Gilbert Roland always
an asset in any film. Title here
helps lots, together with good
photography, suspense and story.
Recommended for midweek entertainment
in most houses.
Played Sun., Mon. Weather:
Cold.—Dave S. Klein, Astra
Theatre, Kitwe-Nkana, Northern
Rhodesia, Africa.
REPUBLIC
Man Alone, A (Rep)—Ray
Milland, Mary Murphy, Ward
Bond. Excellent, and in my
opinion, nearly as good as "High
Noon." Very good houses for this
out-of-the-ordinary western that
was exceptionally well received by
lABOUT PICTURES!
our patrons.
Milland did a bangup
job with the producing, direct- ,
ing and acting, and was well supported
by a fine cast. Good
enough for anybody's playing
time anywhere. Played Sun.,
Mon. Weather: Hot.—Dave S.
Klein, Astra Theatre, Kitwe-
Nkana, Northern Rhodesia,
Africa.
Maverick Queen, The (Rep)
Barbara Stanwyck, Barry Sullivan,
Mary Murphy. A picture
based on a Zane Grey novel, with
plenty of action. Pictured in Republic's
Naturama process. Good
focus and color. Cast good.
Business average. Played Sun.,
Mon., Tues. Weather: Hot.—
D. W. Trisko, Runge Theatre,
Runge, Tex. Pop. 1,055.
CENTURY-FOX
20th
Bigger Than Life (20th-Pox)—
James Mason, Barbara Rush,
Walter Matthau. Rotten gross,
but an engrossing picture. Mason
has never meant a dime at my
boxoffice. Played Sun.-Tues.
Weather: Warm.—James Fraser,
Auditorium Theatre, Red Wing,
Minn. Pop. 10,645. i
Bottom of the Bottle (20th-
Fox)—Van Johnson, Joseph Cotten,
Ruth Roman. Very well received
here to excellent houses.
Top stars, fine acting and photography
and a fairly engrossing
story. Worth a try for any type
of house, although our customers
thought we were rubbing in the
drink angle seeing we played this
one right after "I'll Cry Tomorrow."
Not that it worried me.
You see, in this part of the world
more liquor per head is consumed
than in any other part of
the world! Played Sun.-Tues.
Weather: Fair.—Dave S. Klein,
Astra Theatre, Kitwe-Nkana,
Northern Rhodesia, Africa.
D-Day the Sixth of June (20th-
Fox)—Robert Taylor, Richard
Todd, Dana Wynter. A good show
that didn't do any good on our
best time, but no fault of the
picture. Got a few vets interested,
but not enough to pay us out,
and we had to get help from Fox
or we would have gone under. If
you can get a decent buy or
allocation, run it. Played Sun.,
Mon. — Mayme P. Musselman,
Roach Theatre, Lincoln, Kas.
Pop. 1,636.
More Like This
Rock, Rock, Rock! "Rock
Around the Clock" has plenty
of life and brings the teenagers
out. The teens seem to have
been the lost audience. Let's
get more like this and get back
in show business again. Business
oliay. No Idcks.
D. W. TRISKO
Runge Theatre
Runge, Tex.
On the Threshold of Space
(20th-Fox)—Guy Madison, Virginia
Leith, John Hodiak. A
true picture of Air Force survival
research. Very interesting and
educational. Despite severe competition,
it drew this change.
(Continued on following page)
BOXOFFICE BookinGuide : : Nov. 3, 1956
11

THE
EXHIBITOR HAS HIS SAY
(Continued from preceding page)
Played Wed., Thurs. Weather:
Cool and damp.—D. W. Trisko,
• Runge Theatre, Runge, Tex. Pop.
! 1,055.
23 Paces to Baker Street (20th-
Foxi—Van Johnson, Vera Miles,
;
Cecil Parker. Well, we made
•
another mistake and it cost us
dough, trying to run "furren"
pictures on our action change
: with another action picture. I
;
just wouldn't take this as a free
: package, so you use your own
judgment and try something else
to stay open with and maybe
satisfy your patrons. We sure
didn't. Played Fri., Sat.—Mayme
P. Musselman, Roach Theatre,
•
;
Lincoln, Kas. Pop. 1,636.
UNITED ARTISTS
'
Bandido (UA)—Robert Mit-
.
chum, Ursula Theiss, Gilbert
Roland. Very poor gross. Wellmade
picture, but pictures with
,
Mexican background are hard to
I
sell here. This picture reminded
• me a lot of "Treasure of Pancho
Villa," which w-as not so hot.
Played Sun.-Wed. Weather:
Warm.—James Fraser, Auditorium
Theatre, Red Wing, Minn.
.
I
Pop. 10,645.
Ghost Town (UA) — Kent
Taylor, Marian Carr, John Smith.
A very good western and Indian
I
•
job. Plenty of action and not too
many Indians. Business average.
Played Sat.
Weather: Damp and
warm.—D. W. Trisko, Runge The-
• atre, Runge, Tex. Pop. 1,055.
: Trapeze (UA)—Burt Lancaster,
: Gina LoUobrigida, Tony Curtis.
; The best! Don't you dare miss it!
Biggest thing this year! Played
Sun., Mon. Weather: Good.—
M. P. Jones, Martin Theatre,
Florala, Ala. Pop. 3,000.
;
Vera Cruz (UA)—Gary Cooper,
;
Burt Lancaster, Denise Darcel.
: Good post-Civil War gun-runnin'
: picture, filmed in Technicolor in
old Mexico. Should make for good
'
. draw to the Latin Americans and
people who like a good fist fight.
: Played Sun., Mon. Weather: Mild.
: —Lew Bray jr., Queen Theatre,
: McAllen, Tex. Pop. 26,000.
UNIVERSAL-INTERNAT'L
Day of Fnry, A (U-D—Dale
Robertson, Mara Corday, Jock
Mahoney. A Uttle
,
on the religious
side and a downright good
I
western. Very good comments
and fair crowd. Business picking
up. Could be. Could be.
Played Fri., Sat. Weather: Hot
and dry.—Joe and Mildred Faith,
Linn Theatre, Linn, Mo.
, Francis in the Navy (0-i)—
;
Donald O'Connor, Martha Hyer,
:
Richard Erdman. Kids came in
droves and adults gave us a good
I
play. Nice entertainment. Fine
'
for family trade. Played Fri.,
Sat., Sun. Weather: Okay.—
Prank Sabin, Majestic Theatre,
Eureka, Mont. Pop. 929.
Rawhide Years, The (U-D—
Tony Curtis, Colleen Miller,
Arthur Kennedy. Here is a good
action picture In color that would
have been swell on our action
night change, but we tried It on
our Sunday date and we had
plenty of empty seats. A good
cast, the color was swell and our
mistake was In the dating. Played
Sun., Mon. Weather: Nice.—
Mayme P. Musselman, Roach
Theatre, Lincoln, Kas. Pop. 1,636.
Star in the Dust (U-D—John
Agar, Mamie Van Doren, Richard
Boone. A good Technicolor
western that should do well. We
were bucking a fox hound meet,
but still did fairly well. Played
Fri., Sat. Weather: Dry and
cool.—Joe and Mildred Faith,
Linn Theatre, Linn, Mo. Pop. 758.
Toy Tiger (U-I)^Jeff Chandler,
Laraine Day, Tim Hovey.
There is only one sure way here
to get a crowd in these changing
times and that is to have a picture
that appeals to the kids.
"Toy Tiger" is it and will be
enjoyed by the whole family.
Fine entertainment. Played Sun.,
Mon. Weather: Dry and cool.
Joe and Mildred Faith, Linn Theatre,
Linn, Mo. Pop. 758.
WARNER BROS.
Goodbye, My Lady (WB)—
Walter Brennan, Phil Harris,
Brandon DeWilde. Mighty entertaining
boy-dog story for all the
family. Kids swamped me first
night. Adults followed through.
The boy Brandon, Brennan and
Phil Harris all perfect. What a
fine little dog. I sure enjoyed
Phil Harris in his likeable,
natural part. Hello, Phil.—Frank
Sabin, Majestic Theatre, Eureka,
,
Mont. Pop. 929.
Helen of Troy (WB)—Rossana
Podesta, Jack Sernas, Sir Cedric
Hardwicke. For a while we were
getting nothing but costume pictures
to play, so we laid off. It
must have helped us, as this one
went over very well. Played Wed.-
Sat. Weather: Winter is coming.
— Harold Bell, Opera House,
Coaticook, Que. Pop. 6,341.
Lone Ranger (WB)—Clayton
Moore, Jay Silverheels, Lyle
Bettger. Thank you, Mr. Warner.
Please make more of these.
Played Thurs.-Sat. Weather:
Fair.—Lew Bray jr.. Queen Theatre,
McAllen, Tex. Pop. 26,000.
Winter Is King (WB) — Tworeeler.
It is not too often that
you see in Exhibitor Has His Say
any words of praise of a single
or double reel, but we have just
played this two-reeler from
Warner Bros, and believe that it
is worthy of praise. This story
is about the Austrians in the
mountains and it has everything
from horse racing on sleigh cutters
to skiing down the mountains
to the good old folk dances
and singing. You will be surprised
how it will fill in a feature that
is weak. Just play this and see
if we are not right. You won't
be sorry. Played midweek.
Weather: Good.—Sam Holmberg,
Regal Theatre, Sturgls, Sask.
Young at Heart (WB)—Doris
Day, Frank Sinatra,
Gig Young.
A comedy with music. A great
family picture. The usual good
performance by Doris Day, and
one of Frank Sinatra's best.
Sinatra Is not very popular here,
but a few more like this one and
he will be well liked. It is a
bright, happy picture that suits
every member of the family. Play
It on your best playing time. It
will make you a little money. It
did for me. Played Fri., Sat.
Weather: Fine.—F. L. Murray.
Strand Theatre, Splrltwood, Sask.
FOREIGN
ARGENTINA
FEATURES.
Forelgn-fanguoge productions by native country listed olphobeticolly
by title, followed by running time. Date shown Is issue of BOXOFFICE
in which review oppeared. Nome of distributor is in parentheses.
Ueviewed
Dark River (88) 4-28-56
(Times).. H. Del Carril. A. Benetll
AUSTRIA
©Don Juan (90) 7- 7-56
(Times) ..(isare Danova. Josef Melnrad
BRITAIN
Alias John Preston (71)
( Dominant ).. Alex Knox, Betta St. John
Anjel Who Pawned Her Harp (73) . . 4-28-56
(Dominaiit) . .Diane Cilento, Kelix Aylmer
Appointment in London (96) 12-31-55
(Assoc. Artists).. D. Bogarde, Dinah Sheridan
Chance Meeting (94) «-27-55
(Pacemaker) . -Odile Versois, Darid Knight
©Cocktails in the Kitchen (83)
(Stratford) . .Dirk Bogarde, Dennis Price
Court Martial (105) 10- 1-55
(Klngsley).. David Nlven, Margaret Lelghton
Cure for Love, The (97) 11-26-55
(Assoc, Artists).. R, Uonat, Benee Asherson
Eight O'clock Walk (87) 8-20-55
(Asso. Arts).. It. Attenborough, C. O'Donnell
Forbidden Cargo (83) 6-30-56
(Jacon) . .Nigel Patrick. Elizabeth Sellars
Four Against Fate (84) 9-10-55
(Assoc. Artists).. A. Neagle, Michael Wilding
Front Page Story (95) 7-23-55
(Assoc. Artists) . .Jack nankins, Eva Bartok
Game of Danger (88) 11- 5-55
(Assoc. Artlsti) . .Jack Warner, Veronica Hurst
(Wee) Geordie (94)
(0. K. Arthur).. BUI Travers, Alastalr Sim
Green Scarf, The 4-23-55
(Assoc. Artists) . .M. Eedgrave, A. Todd
His Excellency (84) 4-28-56
(Brenner) . .Eric Portman, CeeSl Parker
intruder. The (84) 2-12-55
(Assoc. Artists).. Jack Hawkins. Dennis Price
©Kid tor Two Farthings, A (91).. 4-28-56
(Lopert) . .Celia Johnson, Diana Dors
©Make Me an Offer (88) 4- 7-56
(Dominant) . .Peter Pinch, Adrlenne Cbrrl
Midnight Episode (78) 9-17-55
(Kine Arts) . .Stanley HoUoway, Leslie Dwyer
©Richard III (162) ($ 3-17-56
(Lopert) . .Laurence Olivier, Ralph Richardson
Room in the House (98)
(Glbralter). .Patrick Barr, Marjorle Rhodes
Teckraan Mystery, The (90) 11-19-55
(.\ssoc. Artists) . .Margaret Lelghton, J. Justin
Three Cases of Murder (99) 5-21-55
(Assoc. Artists) .. Orson Welles, John Gregson
©To Paris With Love (78) 4-30-55
(Continental) . .Alec (Julnness, Odlle Versois
True and the False. The (80) 4-23-55
(Hclene Davis) . .Signe Hasso, Wm. Langford
©Will Any Gentlemanf (84) 11- 5-55
(Stratford) . .George Cole, Veronica Hurst
EGYPT
Hamido (122) 5-21-55
(Oould)..Hoda Soultan, Ftrld Cfaawky
FRANCE
Adorable Creatures (108) 1- 7-56
(Cont'l Dls.). .Mirtlne CaroL B. FeuUlere
©Ballet de France (83)
(Le»l») . .Janlne Charrat, Mllorad Mlakoritch
Diabolique (107) 3- 3-56
IUMl'0)..81mone Slgnoret, Paul Meurlsse
Diary of i Country Priest (95) 7-31-55
( Brandon).. C. Laydu, N. Maurey, A. Gulbert
Dr. Knock (102)
(Lewis) . .Louis Jouvet, Jean Brochard
©French CanCan (93) 8- 4-56
(IIMI'O). .Jean Oabln, Francolse Amoiil
Fruits of Summer (104) 8-11-56
(Kllhi) ..Bdwlge Feulllere. Henri Oulsol
Game of Love, The (108) 219-55
(Times) . . Ilerre-Mlchel Beck. Bdwlge Feulllere
Grand Maneuver, The (107)
(UMl'O) . .Mlchele Miirgan, Gerard Phlllpe
Heartbreak Ridge (86) 6-11-55
(Tudor) . Real French Korea
troops in
Holiday for Henrietta (103) 5-21-55
(Ardee) .
.Dany Robin. .Michael Audair
Letters From My Windmill (116) . . 4-21-56
(Toliin). Daxely. Henri Vllbert. Reils
In a Girls Dormitory (102)
(EHb) . .Jean Marali, FrancolM Arnoiil
Mr. Hulot's Holiday (85) 10-30-54
(OBD Infl) . .Jacques TatL Nathalie Pa.>Mud
©My Seven Little Sins (98) 6-23-56
(KIngslcy) . .Maurice (Sievailer, Delia Scale
Reviewed
One Step to Eternity (94) 1-28-56
(Ellis) .1). Uarrleux, M. Auclalr, C. Calvet
Proud and Beautiful, The (93) 9- 1-56
(Kingsley) . .Mlchele Morgan, (Jerard Phillpe
Rififi (118) 9-22-56
(UMPO) . .Jean Servais, Carl Mohner
Sheep Has Five Legs, The (93) 11-26-55
(UMPO) . .Keinandel, Francolse Arnoul
GERMANY
Forester's Daughter, The (105)
(Casino).. Johanna Mati, Will Quadflleg
Last Ten Days, The (113) 5-12-56
(Col Infl)..Albln Skoda. Utte Toblsch
No Way Back (87) 7-30-55
(Jacon)..!. Desny, R. Nlehaus
Sergeant's Daughter, The (97)
(Casino) . -Johanna Matz, Jan Hendrlks
Sunderin (80) 1-22-55
(Prod. Heps). .Hlldegarde Neft. G. Froehllch
ISRAEL
Hill 24 Doesn't Answer (100).... 12- 3-55
(Cont'l Dls. ) .Michael Wagner. Haya H&rarlt
ITALY
Alone in the Streets (80)
(Carroll) . .Story of street waifs
Bed, The (101) 8-13-55
(Getz-Klngsiey) . .R. Todd, Dawn Addams
Four Ways Out (77) 1- 1-55
(Carroll).. Glna LoUobrigida, Renalto Baldlnl
Hello Elephant (78) 1-29-55
(Arlan) . .Vittorio de Slca. Sabu
©House of Ricordi (112) 6-30-56
(Manson) . .Paolo Stoppa. Marta Toren
U Strada (115)
(Trans-Lux) Anthony Qulnn GiuUetta
Maslna
©Maddalena (90) 10- 8-55
(IFE).. Marta Toren, Glno Cervl, J. Sernas
Mademoiselle Gobette (78) 4- 9-55
( IFE) . . SUvaiia Panvanlni. Lulgl Pavese
Return of Don Camillo (115) 7- 7-56
(IFB) ..Fernandcl, Glno Cervi
Too Bad She's Bad (95) 1-21-56
(Gttz-Klngsley) . .Sophia Loren, V. De Slca
Umberto D. (89) 12-31-55
(Edw. Harrison).. C. Battlsta, M. CaaUlo
White Sheik, The (86)
(Janus) ..Alberto Sordl, Brunella Bore
JAPAN
©Gate of Hell (JIgokumon) (89) . . 1- 8-55
(Harrison & Davidson) . .M. Kyo, Hawgawt
©Golden Demon (95) 6-23-56
(Harrison) . .Fujlko Yanumoto, Jun Negami
Hiroshima (85) 7-30-55
(Cont'l Di3.)..Isuzu Yamada, M. Ttuklda
Imposter, The (89) 11-26-55
(Brandon) . .Utaemon Ichlkawa, (%lkako Mltafl
©Phantom Horse, The (90) 8- 4-56
(Harrison) . .Ayako Wakao, Yukohlko Iwatare
©Samurai (100) 11-19-55
(Jacon) . .Tosblro Ml^me. K. Yacblgusa
©Yang Kwei Fei (95)
(Buena VlsU) . .Machlko Kyo, M. Mori
MEXICO
This Strange Passion (82) 12-31-55
(Omnlfilras) . .Arturo De Cordova, D. Oareee
RUSSIA
©Boris Godunov (105)
(Artklno) . .A. Ptrogov, Q. Nellep
©Romeo and Juliet Ballet (96) 9- 1-56
(Toh.in) . .Gallna lllonova. Yuri 7ihdajiov
SWEDEN
Naked Night, The (82) 7-21-S6
(Times) -Harriet Andrrsson. Ake OroentMrg
One Summer of Happiness (92)--.. 7-16-55
(TlitM-sFllm) . .Ulla Jacobson, Foike Suodquiit
YUGOSLAVIA
Legends of Anika (85)
(Grand Prlie) . .Mllena Dapcevlc. B- OrlMc
12
BOXOFFICE BookinGuide : : Nov. 3, 1956

An Interpretive analysis of lay and tradepress reviews. The plus and minus signs Indicate
degree of merit. Listings cover current reviews, updated regularly. Tills department serves
also as an ALPHABETICAL INDEX to feature releases. Symbol U denotes BOXOFFICE
Blue Ribbon Award Winner. Photography: © Color; ^ CinemaScope; 'v' VistoVision; S) Superscope;
fij Naturcmio. For listings by company, in tine order of release, see Feature Chart.
Review digest
AND ALPHABETICAL INDEX
++ Very Good; + Good; — Fair; — Poor; — Very Poor. In the summary ++ is rated 2 pluses, — as 2 minuses.
"8
I
I
=5 a
He
i;£
£ (5
zo
± + — ± 5+J-
+ ++ + -H- It 12+
++ tt ++ ± + 12+a-
+ + H ± 8+1-
+ tt -tt # tt 11+
+ + +f ± + 8+1-
+ + +f + +H0+
ff

'
1895
REVIEW DIGEST H Very Good; + Good; — Foir; — Poor; = Very Poor. In the summary ff is rated 2 pluses, — as 2 minuses.
s
!i
;
I
(153) Drama 20th-Fox 4- 7-56
I +f
1
i
I
.
1971 ©Magic Fire (94) Bion.-Drama Rep 5-12-56 ±
2000 Maunificmt Roujhnecks (73) C-Dr...AA 8-4-56* + +
2021 Man From Del Rio (82) Western UA 10-20-56 + + +
2001 Private's Progress (99) Comedy DCA 8-11-56 +
1980 Proud and Profane (111) ® Drama. .Para 6- 9-56 +
1977 ©Proud Ones. The (94) © Wn...20-Fox 6- 2-56 -R
1957 UCMan in the Gray Flannel Suit
© ++ +
Man With the Golden Ara, Tht
(119) Drama UA 12-17-55 ++ •H- +
1970 t^Man Who Knew Too Much. The
(120) ® Suspense- Drama Para 5- 5-56 ++ ++ +
1928G)Man Who Never Was. The
(103) © Drama 20th-Fox
1933©Manfish (76) Adventure UA
1979 ©Massacre (76) Western 20th-Fox
2-U-56 ++
2-18-56 +
6- 9-56 ±
4+
±
+
—
1970 ©Maverick Queen (90) (» Western Rep 5- 5-56 + + +
1924 ©Meet Me in Us Vegas
(112) © Musical MGM 2- 4-56 # ft +f
2019 ©Men of Sherwood Forest
(77) Adventure-Drama Astor 10-13-56 +
,
1997 Miami Expose (73) Crime-Drama Col 8-4-56-4-
: 1926 Miracle in the Rain (107) Drama WB 2- 4-56 -ff
1989 ©Moby Dick (116) Sea Drama WB 7- 7-56 -ff
+
1952 ©Mohawk (79) Outdoor 20th-Fox 3-24-56 + + ±
2015 ©Mountain. The (105) (g) Drama.. Para 9-29-56 -H- +f +
1981 Murder on Approval (70) Mystery.. RKG 6- 9-56 ±
1982 Naked Amaion (70) Semi-Doc Times 6- 9-56 -f
1995 ©Naked Hills, The (73) Outdoor. .. .AA 7-28-56 H
1979 Navy Wife (83) Comedy AA 6- 9-56 —
1929 ©Never Say Goodbye (96) Drama U-l 2-11-56 +
1905 Night My Number Came Up, The
(94) Drama Cont'l DIs. 12-31-55 +
1973 Nightmare (89) Mystery UA 5-19-56 +
1992 '•1984" (91) Drama Col 7-14-56 +
2020 ©No Place to Hide (72) Drama AA 10-13-56 —
1858 ©Oklahoma! (IDS) T-AO Musical. .Magna 10-15-55 #
1944 ©On the Threshold of Space
(95) © Drama 20th-Fox 3-10-56 ++
2014©0pposite Sex (117) © Mus.-Com.. MGM 9-22-56 ++
1929 Our Miss Brooks (87) Comedy WB 2-11-56 +
1962 Outside the Law (80) Drama U-l
1938 Over-Exposed (80) Melodrama Col
4-14-56 +
2-25-56 ±
—P—
1988 ©Pardners (90) ® Com.-Wn Para
1955 Patterns (S3) Drama UA
6-30-56 -ff
3-31-56 +
+
1914 Phantom From 10.000 Leagues
(80) Science-Fiction AlP 1-14-56 =
1893 ©Picnic (113) © Drama Col 12-17-55 H
2002 ©Pillars of the Sky
(94) © Outdoor- Drama U-l 8-11-56 +
1934 Please Murder Me (76) Drama DCA 2-18-56 +
2010 ©Port Afrique (92) Mystery Col 9- 8-56 +
1921 Postmark for Danger (77) Mystery.. RKO 1-28-56 ±
2011 Power and the Prize (98) © Drama. MGM 9-15-56 +
1954 Price of Fear, Th« (80) Drama U-l 3-24-56 ±
1905 Princess Cinderella (72) Comedy. .Carroll 12-31-55
1898 Prisoner, The (94) Drama Col 12-17-55 ±
+ +
+ +
H ++
•H- 4+
++ 4+
4+ 44
+ -
+ ±
4+ 6+4-
^1-
5+
+ 4+ 12+
+ + 11+
4+ 44 13+
4+ 44 13+
2+6-
2+5-
± + 7+2-
4+ 4+ 4+ tt 14+
+ +
+ +t
+ +t
+
± 2+1-
± 6+3-
+ 44 10+2-
44+11+
+ 7+1-
+4 8+
4+6-
± ± 3+2-
i ± ± ± 6+4-
± — ± ± ± 4+6—
+ + + ± + + 7+1-
+ + +4+6+
± ± + + ± 6+3-
- + + + + + frfl-
± - ± - 2+5-
4+ ++ ++ +4 44 44 14+
44 44- + 44 +4 +f 13+
44- +f 44- 4+ 4+ 12+
* + ± ± ± ± 7+5-
± ± + ± + ± 7+4—
± ± ± + - - 5+6-

2026 BOXOFFICE BookinGuide : : Nov. 3, 1956 2025
>pinions on Current Productions
Feature reviews
Symbol O daneta* color photography; (S > ClnomoScopo; ® VlstaVlslon; ® Supeneopo. For itory lynopsli on ooch pictura, sa« rovsrs* ildo.
Death oi a Scoundrel F
i"!"-
RKO Radio (707) 119 Minutes Ilel. Oct. 31, '56
-«/ With transparent cat-that-swallowed-the-canary mien,
RKO publicists declare that this fascinating drama is not
the biography of the late Serge Rubenstein. But anyone
who reads newspapers and is even slightly familiar with the
life, loves and violent death of that fabulous and fraudulent
financier will readily recognize that the parallel between the
screen story and his career is too obvious to be dismissed as
a coincidence. And those persons will make the feature a
must-see item, and will be generously repaid for their time
and money in engrossing, often-spicy and never-dull entertainment.
Whether there are enough of them to assure
the feature the capacity patronage it deserves may be doubtful.
But it seems a reasonable assumption that those not
cognizant of the exciting biographical theme source will
ultimately be attracted by the enthusiastic word-o'-mouth
reaction that will be generated by the bright dialog, excellent
performances and numerous other productional assets.
The film is a shining, three-cornered credit for Charles
Martin who wrote, produced and directed the picture—after
arranging his own financing—and then brought the profitspromising
package to RKO for distribution.
George Sanders, Yvonne DeCarlo, Zsa Zsa Galwr, Victor
Jory, Nancy Gates, Coleen Gray, John Hoyt, Lisa Ferraday.
Passport to Treason F
Ratio; Mystery Drama
i.66-1
Astor Pictures 70 Minutes Bel. June '56
li-2
pply
)
With the current shortage of acceptable supporting programmers,
this British-made action film will get by in that
category in the neighborhood houses, mainly because Rod
Cameron is a familiar name. He has been starred in a series
of Republic and Allied Artists action pictures. The rest of
the cast is British with Lois Maxwell known to some patrons
through the current "Satellite in the Sky" and also
in "Aida." Directed by Robert S. Baker, who also produced
with Monty Berman for Mid Century Productions, this was
based on a novel by Manning Q'Brine and, in every respect,
acting, direction and screenplay, it is a routine job. Cameron
does well enough as a quiet, yet tough, private investigator
but he is scarcely the romantic-looking tjfpe these days and
.^,,1,
Clifford Evans does the best acting job as an author who is
itorsl
Miss Maxwell looks attractive but displays little animation.
tied in with a League for World Peace, a cover-up for a
political group. The climax, which takes place in the London
docks area, is filled with shooting and fisticuffs but much
of it is confusing. Pictures of this type and 70-minute length
are no better than fillers—to pass the time until the main
feature starts.
Rod Cameron, Lois Maxwell, Clifford Evans, Ballard
Berkeley, Marianne Stone, Douglas Wilmer, Jolin Colicos.
Bulliiqht ^
Ratio: Standard
°

FEATURE REVIEWS Story Synopsis; Exploitips; Adiines for Newspaper and Programs
THE STORY:
"The Girl He Left Behind" (WB)
An intelligent but spoiled college student, Tab Hunter,
fails to keep up his grades and is inducted into the army.
He hates the service, and his deepest desire is to get out and
marry Natalie Wood. Hunter makes everyone miserable;
and the officers, in turn, make life uncomfortable for him.
Just before he is about to be dishonorably discharged as i
"incompatible," the commanding officer decides to give him ''— 1
one more chance by assigning him a responsible job on a
training operation. During the maneuver. Hunter saves four
men from death, and emerges a well-adjusted young man,
ready to take his place in society.
EXPLOITIPS:
Since Tab Hunter and Natalie Wood are both on top in
the fan magazine popularity polls, stress them in all exploitation—names
on the marquee, stills of the team in romantic
poses around the lobby, special night for their fan clubs,
etc. Seek book store tieups on Marion Hargrove's novel.
CATCHLINES:
Together Again—the Nation's Favorite New Romantic
Team . . . Comedy and Drama Intermingled in a Story from
the Pen of Marion Hargrove, who Delighted Everyone with
"See Here, Private Hargrove."

RAl'ES: 15c per word, minimum Sl.SO, cash with copy. Four consecutive insertions for price
of three. CLOSING DATE: Monday noon preceding publication date. Send copy and
• answers to Box Numbers to BOXOFFICE, 825 Van Brunt Blvd., Kansas City 24, Mo,
POSITIONS WANTED
Manager. Experienced in drive-in and indoor
Iheiitres. Wife concessionaire, no children, desire
pernxincnl position. Best of references. Boxoffiee,
7329.
Theatre manager, age 33, married, sober, 15
years experience. Pro.ectlonlst owner for eight
ye;irs and manager for circuit, prefer southeast.
Top salary only. Now available. B. H. Hart,
Box 08. Davlsboro, Ga.
Young projectionist and wife capable to manage
small theatre or drive-in. 8 years experience,
good reference. Would consider leasing fully
equipped theatre. Bob Parham. 872 E. Hrive,
Woodruff Place. Indianapolis. Ind.
HELP WANTED
Projectionist wanted. South Fl rida drive-in
theatre. PermaiicMt position, g id references
essential- Koply salary expected. 1'. -xoffice, 7314.
Salesman, Young man, 25-30 yars of age, with
kno«k*dt;t! of 'llieatre Supplies. Boxoffiee, 7317.
Earn Extra Money selling advertising specialties,
matclii's, cjilendars, Holiday food gifts. Part-time.
DetniN liee. Parkhurst Enterprises, Box 542-B,
I.a:biiii; 3. Michigan.
Projectionist, married. Also to put up posters,
lii'ep up grounds, etc. Car and gas furnished,
i'iuk trailer or live on grounds free. Drive-in
norlJMvest Florida coastal city. Send photographs
first lelttT. Hunt and fish in .spare time. $150
montli s:il;iry. Wife may sell tickets for $50
ppi HHHith. Boxoffiee. 7321.
Theatre managers wanted for conventional and
drive-in theatres open entire year in New Jersey.
Top salary. Many benefits including retirement
plan, group insurance, and hospitalization. Apply,
Walter Heade Theatres. Mayfair House, Deal Itoad,
Oakhurst, New Jersey, or call KEliogg 1-1600.
Drive-in theatre managers wanted for inwnediate
and spring placement. Only top-notch men desirous
of permanent positions with future. Concession
experience des'red but not necessary as we will
train. Send resume, references, locale desired
and salary requirements to Wm. T. Powell, Smith
Management Co.. 82 Newbury St., Boston 16,
Mass.
House manager or experienced assistant that
Itnows theatre operation for eastern Virginia area.
Prefer young man in twenties or thirties. Air
mail previous experience, salary, draft status and
marital details. All replies will be kept confidential.
Write, Boxofice, 7333.
Projectionist for mediun* size operation that
knows booth equipment located in eastern Virginia.
Air mail qualifications, salary, draft
status, marital background and refe.ences. Write,
Boxoffiee, 7334.
Wanted : Experienced non-union projectionist in
large mid-west city. Salary comparable to union
scale. Give complete qualifications, experience and
recommendations first letter. Boxoffiee, 7335.
THEATRE TICKETS
Prompt Service. Rpeci;tl printed roll ticket^.
100.000. $31.!).'): 10.000. $9.90: 2.000. $5.70.
Each change in admission price, including change
in culnr, $4.00 extra. Double nunriicring extra,
F.O.B. Kansas aty. Mo. Ca.sh with order
K;insas City Ticket Co.. Dept 11, 109 W. 18lb
St.. Kan.^as City. Mo.
GENERAL EQUIPMENT—NEW
Attention Holmes users! l.OOOW T-20C13 Mog.
iwefocus lamps $25 00 dozen ($3.95 each); intermittent
movements $24.50; Star sprocket assembly
$10.00; sound lens $9 95; BE14070 vertical dive
shaft w/5 gears, bearings $9.75: 2.000' magazines,
upper & lower (rebuilt) $25.00 set. Dept.
ec, S.O.S. Cinema Supply Corp. 602 W. 52nd St..
New York 19.
CinemaScoi:e lenses $399 pair, Netimade 4x14"
wire reels $2.50. double cashier p:ogram clocks
$6.50, 400-watt spotlites $8.50, 1.600-2.000'
iSmm reels $2.50. Expert projector rebuilding.
Toledo Tlieatre Supply. 3916 Secor, Toledo, Ohio.
Get Results at Once!
BOXOFFICE
Want Ads Act Fast!
GENERAL EQUIPMENT—USED
Excellent coated Projection Lenses— many
brand new! Wnllensak "Sunray". Series I: 2", 3",
3^'-. 334", 5". oH". 6". 734*'— $35 pair.
Superlite, Series III C coated: 2%", 3". 31^"—
$150 pr. Tiades taken. Write or teleplione order
today. Depi. cc. S.O.S. Cinema Supply Corporation.
602 W 52nd Street. New York 19.
Reconditioned Neun:»ade film cabinets 6-10-12
sections @ $2.00 section; GoIdE automatic rewind
w/motor, like new $59,50; rebuilt Griswold R-2
splicers $15.95. Dept. cc, S.O.S. Cinema Supply
Corp.. 602 W. 52nd St., New York 19.
S; ecial on 200 theatre seats! Spring leather
;eai, wood curved back. Extra good. Fred L.
1/tMai'. Alma. Kas.
For sale, 253 seats (88 wood bottom and 165
upholstered), Williams plastic screen, 2 super
Simplex, bases, lamphouses, rectifiers and RCA
sound. By owner. Good condition. H. E. Wessinger.
Lexington, So. Car.
For sale, - 1949 Manley popcorn machine,
excellent condition $250. Also Walker .screen
111^x191^. used 6 months, $75. Boxoffiee, 7325.
For sale, used Automaticket ticket machine,
.SIOO. Boxoffiee, 7326.
500 modern full upholstered theatre seats, A-1
condition at a great bargain. Call or write, I.
Irfvin. 2021 Jarvis. Chicago. AM 2-3149.
Simplex SP portables like new, cost $2,823
con>p'ete with all accessories. Sell, $1,800. Also
pair Ballantyne model 6 sound heads used four
month.s, cost $700, sell $300. Boxoffiee, 7331.
For sale entire theatre equipment. 500 upholstered
chairs, projector, sound system, power unit,
sound heads. Redwood Theatre, Bogalusa, La.
275 new upholstered seats, latest RCA sound.
Simp' ex machines, film cabinets, late Manley
macliine, new candy vendor, new screen, air
blower, neon sign, carpet, wall lights, $1,250.
Box 393. Phone 6453, Clifton, Texas.
For sale; Entire theatre equipment Including
tir-conditioning and 550 upholstered seats. Lost
tease. Boxoffiee, 7337.
DRIVE-IN THEATRE EQUIPMENT
In-car speakers. $4 25. year warranty! 4"-unii.
^teel case, attractive blue-white finish. Set 2
speakers, junction box. $12.25. Detit. cc. S.O.S.
Cinema Supply Corp.. 602 W. o2mi St., New
York 19
Antitheft Device for speakers gives complete
protection for only 57c per speaker! Exhibitors!
Protect your speakers now against costly and
repealed losses. In u.se now throughout U. S.
Speaker Security Co.. Dept. 623. Willow Ave
;it 17th St.. Hnboken. N. J.
Planning to build a drive-in?? I have complete
equipment for one theatre, i'scd 24 months,
ba!f price for package sale. Baker Newton, Ferrlday,
La.
EQUIPMENT WANTED
Wanted, pair good rtsed nn standard
tracking camera, $995: Houston 16mm K-3
negative/positive/reversal automatic film processors,
unused, $5,450 value, $2,595: Moviolas froin
$195: Hallen synchronous magnetic 16mra recorder,
$1,495 value, $695: Neumade IiK-lfl2
film racks ho:d 102-1,000' reels, originally $165.
now $87.50: .American Cinematographer's handbooks,
1/2 price. $2 50. Dept. cc, S.O.S. Cinema
Supply Corp., 602 W. 52nd St., New York 19.
POPCORN MACHINES
Popcorn machines, all manes and styles. Replacement
kettles for all poppers. Complete replacement
unit fits mo.st machines, $183. 120
So. Ilalsled. Chicago. 111.
CARBON SAVERS
Eureka Carbon—^VVeld $3.00 special, saves
$300. Advance to con. burning. State carbon
size. Hurry! Bk-onomizer, 524 W 43rd St., Los
.Angeles 37, Calif,
LCLEflmflG HOUSE
THEATRES FOR SALE
Theatre sales! Texas, Oklahoma, Missouri,
.Arkansas, Colorado, Kansas. Ralph Erwin, Licensed
Broker, 1443 South Trenton. Tulsa.
West coast theatres for sale. Write for list.
Theatre Exchange, 260 Kearney St., San Francisco
8. Calif.
For sale or lease. 400-car drive-in Tuscaloosa,
.Ua. Write. I'. 0. Box 415, Bessemer, Ala
Oregon's fastest growing town. 440 .seats, widescreen,
large parking lot. Terms. Winston,
Oregtm. I'aul Bender.
Outstanding opportunity in Texas, 3 drive-ins In
fast growing industrial city, population almost
doubled .since 1950, only drive-ins in 25 miles.
Includes 27 acres of valuabie land, nice home
on property, excellent year around operation,
600. 500 and 300 speakers, paved, excellent condition.
Take 5 times 1954 or 1955 net profit
iir twice net admissions for 1955. No lease. Cash
or $70,000 down, balance in 8 to 12 years at
6°i. Write, Boxoffiee, 7313.
Brand new 275-car drive-in. Only one in
county. West coast's fastest growing area, and
largest timber stand. Will be a money maker
next season. Must sell due to illness in family.
Price. $50,000, $10,000 will handle. Boxoffiee,
7327.
Only drivc-in county seat, south Alabama town
4.000. Nearest competition 25 miles. Opened July
1956. Absentee owner. Total price $12,500.
Terms. Olin Bans Theatres, Florala, Ala.
2 theatres, 529 and 480 seats. Cinemascope,
completely equipped. No competition either city.
6-room living quarte.s. Income will pay expenses,
payments and living costs. Home Realty, Inc.,
120 W. 8th St., Coffeyville, Kas.
Theatres for sale, drive-in and Indoor house.
.No opposition, best equipment, both C^nemaScoped.
Owner recently deceased. Box 217, Yates Center,
Kas.
REPAIRING
Your speakers (cones), microphones, drlrer-unltj
(horns) romplelely rebuilt. Western Electiionics
Co., 3311 Houston Ave.. Iloiislon 9, Texas.
Popcorn kettles repaired, made like new. Any
make Mid-South Tlieatre Supply Co., 502 So.
Second, Memphis, Tenn.
SERVICES
St. Louis exchange only! Will buy and book
yiiiir f.lm, plus handle all your advertising. Also
iielp with any of your problems Including ClnetnaScope.
Circuit experience. No theatre too small
nr too big. Reasonable rates. Write today. Boxoffice.
7322.
THEATRES FOR RENT
THEATRES WANTED
Will lease two more drive-in theatres In St.
Louis exchange. Will pay up to $1,000 per month.
Excellent showman! Will make your drlve-ln
pay off for you. Write details today. Boxoffiee,
7323.
THEATRE SEATING
Chair supplies, parts for all chairs. Fensln
Seating. Chicago 5,
Repairing and reupholstering In your theatre.
|i"ensin Seating, Chicago 5.
New spring seats for all chairs, Fensln Seating,
Chicago 0.
Patch-o-seat cement, permastone anchor cement.
Fensin Seating, Chicago 5.
Seat coverings, sewed combination, all styles.
Fensin Seating, Chicago 5.
Plastic leatherette, ail colors, send sample.
Fensin Seating, Chicago 5.
Upholstery fabrics, all types, send sample.
Fensin Seating, Chicago 5.
Cash for your old theatre chairs. Fensin Seating,
Cliicago 5, 111.
Professional reupholstering. Factory trained crew.
I''ree estimate anywhere. For sale: 5.000 good
used chairs, all types. OGI.ESBY EllUIPMENT
Co.. 20356 Grand River. Detroit, KEriwood 3-8740.
Se.eral lots of late type chairs. Bargain price.
Wriie for exact plioto. Chicago Used Chair Mart,
829 S. State St., Chicago 5, III.
25"x26" plastic leatherette, good quality, 55c
each. 27"x27" for spring edge, 65c each.
Chicago Used Chair .Mart, 829 S. State St.,
Ctiicato.
700 pushback chairs. Will be entirely rebuilt
and enameled any color. Will submit sample
materials. Bargain price. Chicago Used Chair
Mart, 829 So. State St., Chicago
For sale, 1,660 late theatre chairs, 1,000 plyivood.
Wanted plywood. Lone Star Seating, Box
1734, Dallas, Texas
BUSINESS STIMULATORS
Bingo, more action! $4.50M cards. Other
games available, on-off screen. Novelty Games Co.,
106 Rogers Ave., Brooklyn, N. Y.
Build attendance with real Hawaiian orchids.
Few cents each. Write Flowers of Hawaii, 670
S. Lafayette Park Place, Los Angeles 5, Calif.
Bingo-die-cut cards. Increase your boxoffiee.
75 to 100 numbers, $4.50 per M. Best Cards,
Premium Products, 346 West 44lli St., New York
36. N. Y.
For Rent; Pal.ice Theatre, P,i.ssalc, New Jersey.
I'lilly equipped, Cinemascope, air conditioned, For the B. 0. blues. The game to use. Movie
paiking. ideal for family operation. Projectionist, Sweepstakes! Horse racing on film. Can be had
manager. Write to, S. E. Harris, 292 Fern Street, at no cost to you. United Productions, 208
West Hartford 7, Conn,
Florida Theatre Bldg., Sarasota, Kla.
Handy
BOXOFFICE :: November 3. 1956

- noiu in release
rip/ipARS
starring John Bromfield • Joi Lansing
Mark Dana
Starring John Payne • Ruth Roman
J. Carrol Naish • Ben Cooper • John Smith
ffvl .^ ^. ..
^THjE |tACK SLEFr^'
starrii^ BSsil fjathbone • Akim Tamiroff • Lon Chaney
John Carradine • Bela Lugosi
now in production
''GAMBLING MAN''
starring Dane Clark • Ben Cooper
Lori Nelson • Ellen Drew
u JUNGLE HEAT tf
starring Lex Barker • Mari Blanchard
Aubrey Schenck
Howard W. Koch
u PHARAOH'S CURSE''
starring Mark Dana • Ziva Shapir • Diane Brewster
A profit making line-up
for the 1956-57 season,
crammed with action,
drama, adventure!
"REVOLT AT FORT LARAMIE"
in Color by Deluxe
starring John Dehner Gregg Palmer • • Frances Helm
Don Gordon
'THE GIRL IN BLACK STOCKINGS"
U
starring Lex Barker • Anne Bancroft • Mamie Van Doren
Ron Randell . Marie Windsor • John Dehner
TOMAHAWK TRAIL
starring Chuck Connors • John Smith • Susan Cummings
Lisa Montell
tr
"VOODOO ISLAND"
starring Boris Karloff
"WAR DRUMS"
in
Color by Deluxe
starring Lex Barker • Joan Taylor • Ben Johnson