Boxoffice-November.17.1956

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lODERN THEATRE PLANNERS
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h« MODERN THEATRE
LANNING INSTITUTE
25 Van Brunt Blvd.
ansas City 24, Mo.
ientlemen:
11-17-56
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le following subjects lor Theatre Planning;
n Acoustics
"2 Air Conditioning
3 Architectural Service
I] "Black" Lighting
3 Building Material
I] Carpets
3 Coin Machines
3 Complete Remodeling
3 Decorating
3 Drink Dispensers
G Drive-In Equipment
O Other Subjects
Theatre
Seating
Address
City
State
Capacity.
Signed
n Lighting Fixtures
n Plumbing Fixtures
n Projectors
D Projection Lamps
n Seating
n Signs and Marquees
n Sound Equipment
n Television
D Theatre Fronts
n Vending Equipment
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The
THEATRE Section, published with the first issue of
each month.
Profitable Future
Seen at Springfield
By W. HARLEY RUDKIN
SPRINGFIELD, MASS.—Refusing to be
dismayed by motion picture theatre closings
in other parts of the country, owners and
managers in this area believe that they are
doing better than holding their own against
the tides of competition. They stick to their
affirmation that "there is nothing wrong
with the business that a good picture can't
cure."
These statements arose on the heels of the
gloomy prediction by Frank H. Ricketson, National
Theatres head, that within three years,
some 6,000 houses will fold.
Springfield has lost three neighborhood
theatres in ten to 12 years, with the Garden,
a second run house, being the first to drop
from the local scene. The reason did not
necessarily have anything to do with boxoffice
business, however, but was due to the
fact that a grocery mart wanted to acquire
the downtown site, and the lessee, Herman
Rifkin, of the chain by the same name, was
unable to renew the lease.
Back in the 1930s, the Franklin, another
neighborhood theatre, dropped out. T'wo
years ago the Liberty and Strand, also Rifkin
holdings, folded. Lack of patronage was the
reason for the latter, and the same held true
of the Majestic in nearby Holyoke.
The Court Square, now in the process of
demoUtion, is only partly a case in point.
This was a triple-threat house, using legitimate,
vaudeville and films, but without sufficient
financial success to warrant its detention
in the opinion of Gilmore Associates,
a real estate firm that owns the property.
Off-setting these losses, there is the current
activity of Western Massachusetts Theatres,
which operates a chain of 18 houses in
this city, Northampton, Greenfield, Holyoke,
Brattleboro, Vt., and Utica, N. Y. President
Sam Goldstein has announced that his company
is increasing its holdings by taking on
the Lawler in Greenfield, the Amherst in
Amherst, and the Suffolk in Holyoke.
"Good pictures," he said, "are the key to
continued good business." In this he is
backed up by first run managers all through
the area.
Goldstein noted that the Bing, a Springfield
neighborhood theatre in the Western
Massachusetts chain, broke its boxoffice record
with "The King and I." He plans to
return the feature in the near future. He also
had something to say about the way motion
picture theatres should be run in order to
attract and continue to draw top-dollar patronage.
"They have to be run right," Goldstein declared,
"and the physical plant must be kept
in first-class condition."
Skokie Theatre Reseated
SKOKIE, ILL.—Lew and Bill Lavin, managers
of the Skokie Theatre, 7924 Lincoln,
have installed new push-back seats and have
also recarpeted the theatre. The Lavins cite
this most recent program as the latest line
of improvements they have made since taking
over the theatre five years ago.
The Boeing aircraft plant at Seattle has
been added to the location sites for Warners'
"Bombers B-52."
Joe Green, Ted Reisfeld
Renovate Newark Essex
NEWARK—The local Essex Theatre has
been reopened under the management of
Joseph Green and Ted Reisfeld, following an
extensive renovation program. The interior
was completely repainted, new seating and
refreshment stand installed, along with a
new widescreen.
Formerly owned by Max Goldbaum, the
Essex had been closed for nearly a year prior
to its purchase by Green and Reisfeld. Green
has been in the theatre business several
years, including managerial experience in the
New York area.
The Essex will follow a policy of four
changes per week.
FST Buys Historic Hotel,
To Raze for Parking Lot
DAYTONA BEACH, FLA.—The 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.
The huge 8-jet Intercontinental bombers,
built by Boeing, figure prominently in Warners'
"Bombers B-52."
RCA IN-CAR
SPEAKERS
NEW LAMPS
and POWER
EQUIPMENT
MID-WEST THEATRE
SUPPLY GO., INC.
INDIANA REPRESENTATIVEA
ED N. HOWE
1638 Central Parkway
Cincinnati 10, Ohio
CHerry 7724
A
BOXOFFICE November 17, 1956 50-C