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F^6^ o^tAe //l(>twn reduce /^tdiuh// THE NATIONAL FILM WEEKLY Published in Nine Sectional Editions BEN SHLYEN Editor-in-Chief and Publisher DONAl D M. MER5EREAU . . Associate Publisher & General Monoger NATHAN COHEN. .Executive Editor JESSE SHLYEN. .. .Manoging Editor HUGH FR AZE Field Editor AL STEEN Eostern Editor IVAN SPEAR Western Editor I. L. THATCHER. .Equipment Editor MORRIS SCIILOZMAN. Business Mgr. Published Every Saturday by ASSOCIATED PUBLICATIONS Publication OKices: se.S Van Itritnt lilul., Knnsa.< Clly 24, Mo. Nnlhnn Ciili. K%- prtillvp Kdihir; .l Slilven. Miinn^lng nillliir: Miirrl.s Rrltlnzni:in. nnvliicss Manuser: Much Krn7i', h'lflil Kdllor; I. L. 'Ili.ildipr, Kdllnr The Miidern Ttieatre SiTlliin. Ti-lriilinnp Cllesitniit 1-7777. Editorial Oflices; 4S llni-ki-fi'llir Plaz«. New Viirk 21). N. Y. Ilnnnlil M. Mersereinl. Assiichitp Piilillslicr St (Irnpral ^f;lMaBC^: Al Stoen. Rastern Ktlftnr; Carl M(K, KyriMipmpnt Ailverll.s'lnc. Telephone I'dliiniliiK ri fiH7fl. Central Offices: [Cdllorlnl— n2n No. Michigan Ate.. rhiPHRO tl. Ill , I'Vanri'S B. Clnw. Tcli-iihone Sllprrhir 7-:i072. Aclrerllsliie— :I5 K:isl Worker llrlvc, riilrngn 1, 111.. Rulnc llirlrhlsiin anil K. R. Yeck. Tpl.'pliono ANrloier 3 3042. Western Offices: Rdllnrlol and I''llm Ariverllslni;— Bin4 llidlynood Itlvil . Ilollynood 2S. Calif. Ivan Spi'or. m,in:ii;pr. 1 piephono IHHIvwoiii! 5-llSfi. Kipilrmiptil mid Non-Film AdtrrllshiR—(172 S. Lafayetle Park I'hiPe. I.ns AnePlp>!. Calif. l!oh W'pttsleln. msnacer. Tplpphone tll'nkirk S 228fi Washington Office: t.arslon 1) r'arrar. 1177 NiMlonal lilili! Plionp IlKpuhllc 7-41112 Sara Vonii!;. 4IS Tlilril Rl.. N.W, Lonilon Office: Aidhnnv (Iniiipr, 41 Wardmir St. Tplpplionp (IRliard n720/8282. The MOliRUN TIIRATIIR SiTlInn is )nclndfd In the first. Issue of eaph mnnth Atlanta: Marlhil Ch.indler. 191 W.illon NW Alhany: .1. S. Coiinprs. 21-2:i Waller Ave. Ratlimoie: (Jenrse Ilrnvvnlng, Slnidcy Thea. Ithmlnuhani: F^dille ItadRer. The News. Itoston: Franpps Harding. Illl 2-1141. Clinrlolle: Annie Mae Wllllam.s. Kll 2 12.54. ClnPlrnoifl: 1-llllan Lazarns. 174fi Carrahen Cleveland: Elsie I.neh. Falrmonnl 1-0046. Coltimhns: Fred Oestrelcher, 646 Hhosdes Place. Dallas: nill Barker. 423 Nlmltz St.. Wll. 2 1958. Denver: .laek Hose. 1645 T.afayelte St. Mfdnps: Bnss Sctioch. Itegister-TrllHrne. Ite.s Dplrnll: II. F. lieves. Fox Tllpairp lildg. Indianapolis: Corhin Patrlpk. The Star, .lacksonvllle: Ttohert Cornwell. San Marco Theatre. Memphis: Null Adams. 707 RprlnB St. Mland: Kitty llarvvood. (16 R. Illhlwus. Mlhiankee: Wm. NIphol. 63fi N. I4lh St. Mlnneaiinlls: I.es Itees, 2123 Freemont Sq. New Ilavpn: \Valler lindar. The Iteglster. N. Orleans: Beverly B;ilancle, 5500 Danphin. Oklahoma City: .Inyee flntliler. 1744 NW 17th St. Omaha: Irving Baker, nil N. 5Ist St. Philadelphia: Norman Slilgon. 53(13 Berk PIttslinrgli: It, F, Kllngensmllh. 516 .leannetle. WllkhishnrB. CllnrPhlll 1-2809. Portland. Ore.: Arnold Marks, .lonrnal. St. I.nnis: Davp Barrplt. 5149 Rosa. Salt Lake City: II. Pearson. Mespret News. San Anionin: I.ps Ketner. 230 San Pedro. San Franelspo: fiall l.lpnian. 287-28lh Ave.. Skyline 1-4355: Advprilslng: Jprrv Nowpll. Tlonard Bldg.. YIl 6-2522 In Canada Mniitrpal; 300 I.cnioyne SI., .hilps !-arophelle. St. .lohn: 43 Waterloo. Sam Bat* Toronto: 1675 Bayvlew Ave.. Willnwdale. Ont.. W. C.Iadlsh. Vanrnnvpr: I.yrlc Theatre Bids., .lack Oroy. Whndpeg: 282 Pnpertsland. Ben Sommera. Member Audit Bureau of Circulations Rnterpd as Sernnd Class niafler at Post Office. Kansas City. Mo. Rppllnnal Rdlllon. $3.00 per year; National Rilitlnn. $7.50. FEBRUARY 16, 1957 Vol. 70 No. 17 HARMONY FOR PROGRESS % UK iiiiistructive jjolicy which National .Allied emincialctl at its niolinf; in Dallas la.'it Novemher wa.s icaffinned at its Ixiard nicftin;; in ("incinnati early this month. And it is heing carried Julius Gordon. f. )r\vard hy its new president. Following his election at Cincinnati. Mr. Gordon made a strong plea for industry unity, citing the accomplishments that could be achieved thereby, not only in working together for betterment of intra-industry relations but also in improving the industry's public relations. In both cases, Mr. Gordon sees the means for business betterment. Pointing up the deterrent nature of internal strife which has for too long been flagrant in this business, Mr. Gordon reminded that each branch of the industry was dependent upon the other. '"1 sincerely believe," he said, "no part of the industry can die without all the rest of the industry dying. I feel that the plight of the exhibitor today is symptomatic of the chaos and illness of production and distribution, which are all ridden by high cost and hamstrung by agencies and exorbitant demands." He added that "this cost is being pushed off on the exhibitor, rather than being fought out at its source," and expressed the view that these and other problems could be solved through "more of a spirit of cooperation and friendship between the various branches of the industry." At a press conference in New York this week, Mr. Gordon reiterated these views, giving em]ihasis to his belief that they could be brought to fruition through a meeting of the minds— in a conference between film company presidents and exhibitor leaders representing Allied and Theatre Owners of America members. Such a meeting has repeatedly been sought by exhibitors during the last several years. And at a meeting of the executive committee of the Council of Motion Picture Organizations, a highly-placed distribution executive concurred in the belief that such a conference could bring about harmonious relationships between distribution and exhibition. However, distribution heads have, thus far, been unreceptive to the idea. Perhaps Mr. Gordon's assurance that such a forum would be the place, "not of recrimination but of progress." will bring a favorable reaction. Failing that, perhaps a meeting with Eric Johnston, who, as president of the Motion Picture Ass'n of America, represents the major distribution companies, would suffice as the means of, at least, an approach to the desired objective. Also noteworthy is Mr. Gordon's interest in the establishment of an arbitration system. Doubtless, this would go a considerable distance toward resolving differences between • individual exhibitors and distributors. Here, loo, resultant liclter relationships betweem exhibitor and distributor— and exhibitor and exhibitor—would ensure the teaming up for joint efforts wherever they may be called for. whether it be for business-building or dealing with other common problems, of which there is no shortage. Certainly, the time spent in conflict can be put to better use in the making of ])ictures and in the operation of theatres. Harmonious relationship within the industry's ranks is essential to its jtrogress. It can't be achieved by fighting one another; but it can be, by understandingly working together. For the WHOLE Town It is always gratifiying to read newspaper editorials that praise a particular motion picture or point to the indispensability to the community of its theatres. Recently there has been a growing number of articles that besiteak the awareness of the editors and the alertness of exhibitors. Maybe the editors didn't need any prodding but, if they did, the more credit to the exhibitors who inspired the "reawakening." Reprinted in this issue is an editorial from the Fox Lake (111.) Herald that referred to its movie theatre as "A Good Thing for the Whole Town" and urged public and merchant support of this enterprise in the community interest—not just for the theatre owner's benefit. But aside from the nice things the editor said on behalf of the theatre, we were impressed by some constructive criticism that he offered. Viz: "... there are nights when, some oj the ivorld's top attractions play here to a theatre far jrom filled. After the picture is gone, the very people who would have found it most interesting, are the ones who complain that they would have come if they had known more about it. There is a failure to communicate special information to special interest groups. Merely announcing titles and stars will generally bring in the general movie fan audience, but special messages must get to the special interest groups if special interest pictures are to get special support." This shortcoming, we are sure, is rather widespread. Whether the fault lies with individual exhibitors or otherwise, it points up the need for, first, the exhibitor to be well informed on the product he buys and shows; second, doing a thorough job of selling each picture to ALL of his potential patrons: and, third, booking sufficiently far ahead to make this generally possible. [JL^ /MJL^-vi^
Page 1 and 2: Ft /ne TuAe m me /vi&to&n. Mctu/ie
Page 3 and 4: MS k-/1V)rtAi< S. ». . F' WAKE UP
Page 5: READY NOW WIT ERGMAN PICTURE
Page 9 and 10: MPAA Industry Study To Be Comprehen
Page 11 and 12: — ' Hollywood Neglecting Big Musi
Page 13 and 14: )F 47.000.000. ..AIMED TO REACH EVE
Page 15 and 16: Ha^/e you eêr seen svet ^^HOLPiNG
Page 17 and 18: .
Page 19 and 20: — Asks Standardization Of Small S
Page 21 and 22: . — TECHNIRAMA, the spectacular n
Page 23 and 24: ! Lowest priced speaker ever offere
Page 25 and 26: BOXOFFICE :: February 16, 1957 25
Page 27 and 28: Program Announced For Concessionair
Page 29 and 30: HOW TO WIN NEW PATRO And Cultivate
Page 31 and 32: ' New Scotland. N. Y„ Airer Openi
Page 33 and 34: .rJîJ,:.: For Sharp, Straightforwa
Page 35 and 36: . . Francis . . . Albert ' Memorial
Page 37 and 38: . . Mrs. . . The . . Salesman . . G
Page 39 and 40: ' NEWS AND VIEWS OF THE PRODUCTION
Page 41 and 42: Six Shows Sold Out At 'Bailie' Prem
Page 43 and 44: For Sharp, Straightforward^ Focus
Page 45 and 46: . . Theatre John . . The DENVER T y
Page 47 and 48: WB) — Grosses Hold Firm On Chicag
Page 49 and 50: AN EDITORIAL "ONE OF THE FINEST and
Page 51 and 52: I For Sharp, Straightforward^ Focus
Page 53 and 54: . . Ted . . Russ . . Wolf . . Manny
Page 55 and 56: Memphis Subs Open But Strike Goes O
Page 57 and 58:
AN EDITORIAL Fort Lauderdale Daily
Page 59 and 60:
For Sharp, Straightforward^ Focus
Page 61 and 62:
CHANGE . . . TO Your "WATER-HOG FLU
Page 63 and 64:
k Final Dance Slated At Texas Concl
Page 65 and 66:
AN EDITORIAL "ONE OF THE FINEST and
Page 67 and 68:
7 GREAT DOUBLE BILLS BOOK THEM NOW
Page 69 and 70:
! People who go places like a light
Page 71 and 72:
Dubuque, Iowa, Avon To Close on Apr
Page 73 and 74:
. AN EDITORIAL "ONE OF THE FINEST a
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Page 77 and 78:
. . Frank . . Hialeah Optimists Fet
Page 79 and 80:
— Variety No. 3 Installs New Offi
Page 81 and 82:
For Sharp, Straightforward^^ Focus
Page 83 and 84:
— . . . Phil . . Robert . . Eddie
Page 85 and 86:
Charge on Weekends For New Smoking
Page 87 and 88:
— — —— — — 'Anaslasia'
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Page 91 and 92:
Maritime Testimonial For Patrick Ho
Page 93 and 94:
. . . Georges . . Phil . . Press .
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_ \ '"' • ALPHABETICAL INDEX •
Page 97 and 98:
Weekly Ads Stress Big Screen^ Big P
Page 99 and 100:
University Sponsors Art Festival Ev
Page 101 and 102:
^ A %M M E 1^ y «• D V V Feature
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. .SF. Ad. . D Sep . . . D. . . Nov
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-11. li — — — m XHIBITOR HAS
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Opinions on Current Productions ÊA
Page 109 and 110:
63 "nr TTP CrTIT/TfT JT Li U U Ulil
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j I | lATES: ISc per word, minimum
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