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Do You Have EQUIPMENT FOR SALE? Read the Inside Back Cover of BOXOFFICE Regularly Do You Need Need Help? f Do You Equipment? Want to LEASE? Do You Have CONFECTIONS IJde For Sale? tL J Do Want a Job? Do You Have A THEATRE FOR SALE? You Want To Buy a Theatre? CLEARING O/ ONLY 15c PER WORD 4 insertions for the price of 3 /uiit olJJiSL /loluyn Luduni, Jrdwiliu HOUSE • • • • /n E NC-8 BOXOFFICE :: February 16, 1957
— Variety No. 3 Installs New Officers for '57 CINCINNATI— Al the annual joint installation dinner dance of Variety Tent 3 recently, William Onie, local exhibitor, was installed as chief barker and Mrs. Arthur Van Gelder wa-s installed as president of the auxiliary. Also installed were Ruben Shor, fii-st assistant barker; Nathan S. Wise, second assistant: Saul Greenberg, secretary; James McDonald, dough guy, and directors Noah Schechter, Jim Joseph, Abe Mains. Stuart Jacobson, Jack Kalan and Bernard Dabney. Past chief barkers are Robert C. McNabb, Edward Salzberg, Herman Hunt, Vance Schwartz and Allan Moritz. For the auxiliary Mrs. Jack Finberg was installed as first vice-president; Mrs. Abe Strauss, second vice-president; Mrs. Jerry Wall, secretary; Mrs. Charles Wolfson, treasurer, and directors include Mrs. Phil Fox, Mrs. Robert Jacobs, Mrs. Saul Greenberg, Mrs. Allan Moritz, Mj-s. William Onie, Mrs. Morris Dennis. Mrs. Abe Maius, Mrs. Jack Onie, Mrs. Harry Pollins and Mrs. Nate Wise. Mrs. Herman Hunt is the immediate past president. George Hoover, executive director of Variety International from Miami, Pla., was here for the event. Robert C. McNabb, outgoing chief barker, was given a portable TV as a gift, and Mrs. Hunt received a portable radio. Mrs. Hunt was ill and unable to attend. Her gift was accepted by her husband. Films More Objectionable Columbus Paper Charges COLUMBUS—Filmmakers "have considerably over-reached themselves" in the making of objectionable motion pictures since the general decline of censorship, said the Columbus Dispatch editorially. "We have a feeling that censorship bills introduced recently in the Ohio legislature will find support in a good many quarters ordinarily opposed to censorship of any kind," said the Dispatch. "We are instinctively opposed to censorship of any sort and we do not believe that arbitrary cen.sorship ever finally solves any problem," continued the editorial. "There are too many imponderables involved in any creative work—a movie, play or a book— to lay down arbitrary standards that will satisfy everyone. "Nevertheless, so long as a minority of moviemakers continues to confuse liberty with license and to turn out pictures which affront the ordinary decencies in the eyes of so many moviegoers, we fear they stand in increasing danger of fastening an unwanted censorship on the whole industry." The Dispatch said that "more producers have defied the production code by releasing pictures without the code seal and the recent revisions in the code have been in the direction of more, not less, leeway for questionable screenfare." The newspaper said the caliber of films shown in Ohio "measured by the decency yardstick has deteriorated notably." The paper said "more objectionable pictures have been shown and some have reached a new low in vulgarity, salacity, obscenity and too-frank depiction for general audiences of themes and situations entirely unsuitable for the young." Art Film Is 'Critics Movie That u/es At Boxoffice/ But Outlook Improves TOLEDO—Sergei Mikhailovich Eisenstein, the renowned Russian cinematic dramatist, might quiver in pain at the description of ABE LUDACER an art film as "a critic's movie that drops dead at the boxoffice." But that's the practical summation of the art film's drawing power from Abe Ludacer, manager of the Loew's Esquire, which has been booking the offbeat films for the last year, reports the Toledo Blade. Early in 1956, Ludacer convinced the Loew's management that it should try an experiment: change the Esquire from a commercial motion pictui-e theatre to an art film house. FIRST LOEWS ART HOUSE Loew's agreed, and the Toledo theatre became the first art house in the organization's chain. Into the Esquire poured prize-winning films from the sound stages of the most talented filmmakers in the world— "Gate of Hell" from Japan, "Hill 24" from Israel, "The Great Adventure" from Sweden, "Aida" from Italy, "Diabolique" from Fl'ance, "Doctor in the House" from Britain and "Marty" from Hollywood. What happened at the boxoffice. "Let me put it this way," said Ludacer. "We just didn't make money. There is a great market in Toledo for art films, and people want this kind of picture. But it has been a confusing experience. One of the basic principles of this business always has been that if you have a good movie, you do good business." He said that high overhead, downtown parking difficulties and apathy have been contributing factors to the unenthusiastic public response. On one occasion, he recalled, his house sent out 3,000 reduced admission tickets to university students. Less than 100 cashed in the tickets, he said, adding: CRITIC RAVES NO CRITERIA "When the New York critics rave about a film, you may just as well keep the boxoffice closed most evenings." Still, the experience has not been entirely discouraging. Ludacer said the Esquire will continue showing art films indefinitely. The relationship between art films and poor boxoffice receipts in the American motion picture market has caused businessmen who own theatres to tread gingerly. In Toledo, a Summit street house that featured art films closed after six months. Kent Nitz, manager of the Westwood Art Theatre on Sylvania avenue, said that Toledo was carefully investigated before his theatre was opened last Thanksgiving. The Westwood is part of a ten-theatre Midwest chain of art film houses. Nitz reported that response so far has been "very fine" to showings of "The Ladykillers" from Britain, "Rififi" from France, the Soviet Union's "Stars of the Russian Ballet" and "The Bed," a joint European-American release. The Westwood offers patrons extra added attractions in the form of free coffee, free parking, an exhibit of impressionistic paintings on loan from the Town Gallery and ultramodern lobby furniture. Nitz said that "Toledo has great potential for patronizing anything that stimulates artistic appreciation." He said that patrons come from as far away as Adrian, Mich., Waterville, Bowling Green and Fostoria, indicating there is a "kernel" of patronage in small towns as well as Toledo. "In a city with a population of 250,000, we estimate a potential audience of 1/250," Nitz said. "We have been satisfied with our Toledo patronage." Perhaps the most satisfactory long-range experience with art film showings has been at the University of Toledo. Inaugurated in 1946, the Gold series showings have won increasing popularity each year, said Prof. James L. Hofford, chairman of the university's film society. Patrons are invited to view the films on a membership basis, a charge of $4.80 for eight films. The university has sold 700 membership tickets for its showings this season, and expects an even bigger response in the future. Profits from the 16mm showings have been plowed back into new theatre equipment projectors, speakers, screen, drapes and curtains. "Our experience has shown that the audience for art films is on the upswing. Many people seem to want something better than the average commercial film. All signs point to a bright future." Michigan Showmen Urged To Back Allied Group DETROIT — Michigan exhibitors were urged to place every effort back of unified work for common industry objectives In a plea by Bernard L. "Bud" Kilbride, secretary of Allied Theatres of Michigan. Kilbride noted the recent victory of Allied in court in defeating the state use tax on theatre advertising rentals. "Like all successful businessmen you recognize the value of organization," Kilbride told exhibitors. "But we all know fellow exhibitors who try to save pennies by throwing away dollars. They actually seem willing to submit to oppressive, discriminatory taxes, regulations and restrictions, rather than to invest a few pennies a day to support their protective trade association. In harming themselves, they harm all of us." BOXOFFICE :: February 16, 1957 ME-1
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Ft /ne TuAe m me /vi&to&n. Mctu/ie
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MS k-/1V)rtAi< S. ». . F' WAKE UP
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READY NOW WIT ERGMAN PICTURE
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F^6^ o^tAe //l(>twn reduce /^tdiuh/
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MPAA Industry Study To Be Comprehen
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— ' Hollywood Neglecting Big Musi
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)F 47.000.000. ..AIMED TO REACH EVE
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Ha^/e you eêr seen svet ^^HOLPiNG
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— Asks Standardization Of Small S
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. — TECHNIRAMA, the spectacular n
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! Lowest priced speaker ever offere
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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 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
Page 77: . . Frank . . Hialeah Optimists Fet
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'
Page 91 and 92: Maritime Testimonial For Patrick Ho
Page 93 and 94: . . . Georges . . Phil . . Press .
Page 95 and 96: _ \ '"' • ALPHABETICAL INDEX •
Page 97 and 98: Weekly Ads Stress Big Screen^ Big P
Page 99 and 100: University Sponsors Art Festival Ev
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Page 105 and 106: -11. li — — — m XHIBITOR HAS
Page 107 and 108: Opinions on Current Productions ÊA
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