Boxoffice-Feburary.03.1958

FEBRUARY 3. 1958
Ot I
Mont
OUT

IT MAKES THE Bit J
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SCREEN BIGGER r
Oet acciuaiiitefl
wilh-'UNDEliVVATER
WAKKlOir: lis different, unique!'
It packs llie biy Cinemascope screen
with (icket-sellinp: novelty, action
romance anfl unbelievably perilous
and beautiful underwater scenes
filmed in authentic locations. It's'
dynamite!
Here are the daredevil exploits of the
Underwater Demolition Team, up to
now one of our country's carefullyguarded
secrets. The nerve-tingling
story was inspired by the actual
death-defying lives of U.D.T. heroes!
Dan Dailey delivers a superb performance
and watch for a new
eye-full, Claire Kelly.
Go overboard on "UNDERWATER
WARRIOR"!
M-G-M Pintttti
With JAMES GREGORY •
AndN.-o.,,
j/i^ARR^OR
'•i
tmemjScope
DAN DAILEY
ross mart.n
.CLAIRE KELLY
o.r«.«...
ANDREW MARTON.P,^^^, VAN TORS
An M C M RdtiM
RAYMOND BAILEY
MGM
BACK ON
TOP IN

No woman can give more than the gift of love!
Lauben Bacall
Robert Stack
. . backed
A motion picture for everybody'
to fall in love with .
by the big national impact of
VIC DAMONE in his hit recording
of THE GIFT OF LOVEI
CZirsiE:r\^yvSc:o(=>E m.
n»niii,f •'! r., (^ '•( f

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"VTCMER
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> M.
-•«FW'V«
e r/f/^e o^fAe ///r/i'on M'cfuie /tu/uAh^
HE
NATIONAL FILM WEEKLY
P^M SHLYEN
:nd Publish*:
rnall< BI
i*«r Jatt law. 1*41 urtffttr m
IMai'Aaa BrlaMi Bjctitn Tvnmw
MM' «nm M WVlta. ni * nil
4aa CHIT. SIS . sit tt^t-
. WHatn i. rnstMl I MM
(llaML Or* AraaM Mwtr Jaomal
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nwa Bwnti. Sl«« Ba«iillii-r. it lias lu-ni with tinrxliihiliir
frmn llu- tla\ nf ihr first nirkcliiilciui.
Vol. of all the various tcchniiiurs dovisfd to
iililizr the movie pass, none has hocii so
sptM-lacular nor as extensive, nor aimed at greater
overall servire tn the indn-trv. as the mass
"sampling" undertaken in rerenl innnths hv exhibitor^
in Detroit.
.\s reported in the January 20 issue of H().\-
OKFICK, more than 400,000 passes were distributed
in the rampaign to get more people
back in the theatres, partiiiilarly those backsliding
moviegoers who hadn't been to a theatre
in several vears. Ihe rampaign woikeil. and it
is a su|>erb example uf what a group of exhibitors
ran do on their own lueal-Ievel initiative, without
wailing for national business-building promotions
to stir them into aetivity. .As Harold Hrown,
president of I nited Detroit Theatres, who s[»earheaded
the rampaign, told lii« fellow exhibitors:
"The only wa\ we lan get the average non-moviegoer
baik is by giving him a sample of our
produet." The mass sampling proved the point.
Thousands of Detroiters turned up at theatres,
admitting they hadn't been to a movie in
vears and expre--ing surprise and great pleasure
at the tremeiidou- strides in the overall ipiality
of pieture entertainment. From this alone. Detroit
exhibitors learned thev had been taking
for granted so manv of the fine qualities nf their
merchandise that they had been forgetting to
nroj>erl\ sell. They discovered thai .selling sueh
ba«ie movie facts of life as color, stereophonic
Miund and the widescreen scopes must remain a
dav-to-dav job. But. most of all. thev found
what real strength there is in working together,
how nuirh thev can arromplish for them.«'
bu«inejw-building campaign, there are many
thing" that exhibitor*, indiviflunllv and collerlively,
can do for ihemvhe* nt the liM.d level.
A» we frequently have ainled, regardlewt of what
is done in the overnll nnlional camiKiign. the
poinl-of-ss by theatre "links" at
the local level will make for greater strengthening
of the whole "chain" nalionallv.
Trailers Sell Pictures
.At
an open forum during a national exhibitor
a.ssncialion convention, the subject of attendance
stimulation was being tlioroiighlv explored. During
the exchange of opinions by the delegates,
one exhibitor got to his feet and, in effect, said:
"Let's face it. There are many ways lo attract
patrons and make them repeat customers, but
vouve got to admit that the most effective
medium is the trailer. 1 kimw that I couldn't gel
almig withnut them. I stopped running trailers
once, but it was a co.slly error of judgment."
Two recent surveys have given further evidence
of the value of the coming attraclions
trailer. Sindlinger & (!o. re|>orled that for every
Sl.OOO taken in at the average theatre. S129 of
that amount comes from |>ersons who are dirtxtly
influencetl bv a trailer. Opinimi Hesearch ('orp.,
which made a general industry survey for the
Motion Picture .Aw'n of .America, re|M>rled thai
the "reliabilitv index lof trailers i is far higher
than that of any other medium, including newspapers."
Trailers are the show wiiuluHs of the thcalr<
They are the one and only way in which i
patron can do his entertainment window shopping.
It's harillv likelv that Macv's or liimltel's,
or anv depnrlmcnl •tme. woiilil board up its
fronl.s on the ihenrv that it was saving v«indow
drnvsing cx|ieiisr. Window displays sell merchandise,
Trailei" .ell pictures.

AN UPSWING IN ATTENDANCE
REPORTED BY TOP CIRCUITS
Interstate Ticket Sales
First Week in January
Up 50,000 Over '57
NEW YORK—The oldest
bromide In the
business is •biu pictures do biK business."
but there was a time late last year, according
to showmen, that not even the big pictures
were doing the kind of business expected
of them.
However, the situation appears to have
changed since Januar> 1. with the top quality
product drawing the heaviest patronage in a
long lime, a checkup revealed last week. In
fact, a general uptrend was noted in the
answers to questions asked of cijcuit executives.
htki) prices no deterrent
Robert J. OXtonnell. general manager of
Texas Interstate, who was in New York, was
particularly enthusiastic over the upswing
since the first of the year in the theatres of
his circuit. He said that in the first week
of the new year, his circuit had 50,000 more
paid admissions than it had in the corresponding
week of 1957. Among the pictures
cited as doing outstanding business by O'-
Donnell were "Sayonara." "Old Yeller," "A
Farewell to Arms." "Raintree County" and
"Peyton Place." He said that admission prices
were increased on these pictures, but there
were no complaints from the customers.
S. H. Fabian, president of Stanley Warner,
citing the same pictures plus "Pal Joey" and
"Don't Go Near the Water," said there had
been a boost in business on that type of product.
Harry Mandel, advertising manager of RKO
theatres, reported above normal business on
those pictures, noting that the increase
started on Decemljer 22 and held up strong
throughout January.
A .spokesman for Walter Reade Theatres
described business as being "great," attributing
it to "the product we are fortunate
enough to be playing." He gave .some credit,
too. to the fact that there had been no recurrence
of last year's adverse weather conditions
He said no change in operations
could have been responsible because operations
had remained unchanged.
HKSPOMUNG TO NEW FILMS
The comment of Shea Enterprises was brief
and to the point: The public is responding
well to the nev pictures."
A spokesman for Associated Prudential
Theatres said. In regard to the future, that
"It looks encouraging If the companies will
keep the big ones coming and stop selling
to TV."
Emanuel Prlsch of Randforce Amusement
Co., which operates neighborhood hou-ses In
New York, polnfpcl out that big circuit buslne-v*
wttA ii; their hoases had been
plBVlns' bl whirh not yet wcri'
.I' res. How-
. . first big,
new picture. Pal Joey,' antl it did »o well
Jack Warner Believes Industry Can
Look to the Future With Confidence
NEW YORK—Warner Bros, will make the
largest investment in specific motion picture
properties in its history during the next fewmonths,
according to Jack L. Warner, president.
Big productions are in the offing.
"The motion picture
industry can look to
the future with -confidence."
Warner
stated last week in
New York where Inhas
been h o 1 d i n u i >.
policy meetings with I
Ben Kalmen-son. executive
vice-president,
and other officials.
"The proof lies in the
fact that important
pictures are winning j^^^ ^ Warner
more public interest
and doing better business than films ever
have done before."
Warner said that "Giant" and the current
"Sayonara" were two of the most successful
boxoffice pictures in company history. He said
the company was supporting its belief in the
industry with a policy of continuing investments.
In recent weeks, more than $1,500,000
had been invested in four important story
properties; "The Dark at the Top of the
Stairs." the William Inge new hit play: "A
Summer Place." Sloan Wilson's new novel:
Edna Ferber's "Ice Palace" and Marcel Pagnol's
"Fanny." to be produced by Josh Logan.
Condemning "publicity space-seekers"
whom he described as "undermining an important
industry." Warner charged that
"these people who shout about every weakness,
while keeping silent about all the strong
pKilnts in our industry, are not representative
of the film busine.ss and are not entitled to
that the circuit is taking an optimistic view
of the future with its upcoming top pictures.
American Broadcasting-Paramount Theatres
reported "very good" business since
the first of the year, "due to good solid entertainment."
Ernest Emerling, advertising manager of
Loew's Tlieatres, said there had been a definite
upswing since Just before Christmas.
The lncrea.se started prior to the holidays
and has continued. The bigger pictures, he
.said, were doing as good a.s they ever did. He
expressed the opinion that the "bottom of
the pit" has been reached and that business
can go nowhere but up.
SW Declares Dividend
NKW Vi 'liK riic board of Stanley Warner
Corp. has declared u dividend of 25 ct'iits a
share on the conunon stock, payable February
25 to stockholders of record February 10.
-speak for it. With their one-sided statements,
they are looking to steal for themselves the
spotlight which is focu.sed on our Industrj'.
But their distortion of the rounded and complete
picture merely damages their own best
interest."
Warner stated that many changes are taking
place in the industry, pointing out that
the public had developed higher values in
entertainment and culture and that "we who
create and supply the films for this public
must keep pace with these public advances:
that is precisely what the responsible leaders
of the industry are doing." Likewise, there is
a need to revitalize the industry's traditional
.showmanship methods of promoting pictures
so that Interest in films can be .solidified and
extended, he added.
"By bringing the highest quality motion
pictures to the screen, we will keep faith
with the public upon whom our industry depends."
Warner said. "It is jjerfectly obvious
that people ever>nvhere want better entertainment.
That is evident from the fact that
even free television programs are not viewed
if they are of inferior quality. We must produce
every higher quality motion pictures to
attract greater audiences to the theatres and
it is towards this goal that we are concentrating
our efforts."
Warner advocated "a policy of modernization
and flexibility, keeping our industrjin
step with our economy and our times."
He stressed the development of new talent,
combined with the fullest utilization of top
stars. He noted that "Sayonara" presented
players in leading roles who made their
screen debuts in that picture. His confidence
in the future, he concluded, was expressed in
the long-range program of important films
which Warner Bros will relea.se
Paramount to Increase
Production for 1958
HOLL'i'WOOD— Pajainouiil studio head Y.
Frank Freemaji disclosed that the studio Is
increa-sing its production -schedule to 22 films
this year— three over the 1957 total. In announcing
the schedule. Freeman said that
the major problem in outlining the year's
slate is the shortage of top stars.
Tlie executive stated that Paramount is
planning from 14 to 16 films In tlie topbudget
bracket and five or six In Uie medium
to lower cost brackets. "Most of our deals."
he said, "will be made with units associated
with Paramount, such as Perlberg-Seaton,
Shavel.son-Ro.se. Panama-Frank and Cecil B.
DeMllle." He added that "major studios will
no longer operate as in the old days, turning
out pictures with contract producers,
writers, directors and stars. Instead, we will
make the deals with what ai-e called the 'independents'
and bring thom In on a participation
basis."
BoxorncE Pebruarj- 3. 1958

In all the 50 years of motion picture
history, more stories have been filmed
about the vast West than any other subject
Now comes the Western that
heads 'em all off at the pass!
'or here is the legendary West
as it really was, captured
in all its beauty. . . all its
)rutality. . . its strength!
Here at last is the epic
of the real American
from Columbia
n

THE EPIC OF THE REAL AMERICAN
^7J773
*i
(
V
^«r«*
I
STARRING GLENN FORD JACK r^-~\s~
z i^ i^^«-- m\

^
Reece — The ruthless.
reckless cattle baron.
He treats cowboys
Maria—The senorita from
south of the border
. . .yearning for
excitement ... and love!
;i

. >wn>anshlp
I
More Showmen Pledge
Academy Awards Aid
ipport of U»p Acntloniy
:.:..:. h 28. uccordlnB l Ui 'riumvlrate. said:
\ liwst the industry has Its own TV
*. itiui ue plan to exploit It wltlt all the
at our command in every there
In the circuit. I am convinced Uial If
• show hAs the enthusiastic promotion oi
.r entire Industr)', the results will bo most
.vardlnK to all "
David B Wallerstetn. president of Balaban
Kau and Great States Theatres in Illlj.
said:
This year's Academy telecast Is what we've
Ad wanted—so let us back It for all It is
worth "
Henr>- G. Plltt. president of Paramount
Gulf Theatres of New Orleans, said:
The exhibitors' gratitude for our Indus-
;. s sponsorship of this great annual television
event should be expressed by an all-out
enthusiastic approach pointing with pride to
this as 'our show.'
putt Is chairman of the Theatre Owners
of America committee to tie in with the
Academy Awards and develop new person-
•les,
syd Gates and Carlton Duffus. president
dad executive secretao'. resp>ectlvely, of the
Virginia Motion Picture Theatre Ass'n. are
co-chairmen of the Virginia committee, which
al9o consists of Seymour Hoffman of Richmond.
Jeff Hofhelmer. Norfolk; P W. Westfall.
Martinsville: Jack Rumsey. Covington;
Prank Stover. Alexandria; Morton G. Thalhlmer
jr. Richmond; Leonard Gordon, Newport
New.'i; Sidney L Bowden. Norfolk; D. F.
Aleshlre. Luray; Floyd Stawls. Richmond:
R G. Flanary Jr.. Richlands. and Paul Roth,
Silver Spring
M H Chakeres of Springfield has accepted
appointment as a member of the Ohio committee
His theatres which have pledged cooperation
are the Regent. State and Majestic.
Springfield: Gloria. Urbana: State. London;
Xenla. Xenla; Murphy. Wilmington; Payette.
Washington Court House; State. Greenville:
Colony, Hlllsboro. Sidney. Sidney; St. Mary's.
at Mary's, and Cellna, Cellna.
Tbe Wisconsin chairman Is Ben Marcus,
president of Allied Independent Theatre
Owners, who has pledged the support of at
least lOO exhibitors in that state The chairman
for Kansas and western Missouri Ls
Richard H. Orear. executive vice-president
of Commonwealth Theatres, who has reported
the support of the circuit's 80 theatres.
"= Pbx Midwest theatres and Allied and TOA
rional heads. M B Smith, president of
..< Kansas- Mlaaourl Theatre Ass'n, has pcrmally
pledced his aid.
Fcm Magazines Will Help
To Push Awards Telecast
NK"\V YORK nv motion picture fan
.tgazines have pledged themselves to pro-
>le the March 36 telecast of Academy
Awards as the result of a recent meeting held
by Ro«er H Lewis of United Artists, chairman
of a special promotion committee, with
editors and publishers at the Motion Picture
Ass'n of America
They will devote special space to the event
In their April laraes. on the stands In March
Allied Drive-In Banquet
To Hear Joseph R. Vogel
WASHINOTON-Joseph R Vu.. .
,„
. .,.;. ;.
of Loew's, Inc , will addre.s.s the February 13
banquet of the 1958 National Allied drlve-lii
convention at Louisville. Tlie announcemcni
was made Tuesday i28i nt National Allle

"Are you so lonely,
you have to buy
your friends?"
r n
Sorry we couldn't fill all dates
for January 30th release!
"You were dirt
when I found you!'
AVOID BEING DISAPPOINTED AGAIN
SET YOUR DATE NOW
FOR FEBRUARY AND
MARCH ENGAGEMENTS!
This one's really roUin'. .
rockin' 'em everywhere!
. and
JOHN MclNI|.

I
Today's new
singing idol
of the
nation...
launched
by 20th
the same way
we brought
Elvis
and
Presley
Pat Boone
to the screen.
with
strong story!
sensational
songs'
sure-fire
showmanship
Sample of the sock
ad campaign!
Sj^ Get the press t>ookl
mt OkkM »t HENRY EPHRON. scH^.,^ CLAUDE BINYON
c ao^so

says
—
PuUeScaU
TOA President Polls Board
On Business-Building Plan
&nest G. St«IUn«s checlclni; by telephone
for oplnloiv

'
r "iPttk
:i prnnlttrd publication of the SlndllnKcr
;. us tJuTC wa-s dispute over the con-
'II drawn by SlndUnger.
r. C Rhoden. president of Natlona) Thektrvs.
Inc. said he did not think tlieatres
»ere In for "ftnancinl doom" becaase the
old films were bein« sold to television. T1>e
bic pictures released in recent weeks, he
aatd. h«ve resulted in a decided txMst to the
rflce The drop which National Thcexperlenced
in the final 1957 quarter
-. :. -.tcmmed. he s;ild. addlntt that pub-
• :i--.e to "dlstlttculslied entertainment
:: :.:; indicates that strong pictures will
,. ..'le film tlieatres to compete with home
T\'
From Samuel Einftel. president of the Screen
producers Guild, and a leader In the flftht
to keep post-1948 films away from TV. came
the comment that there was nothing new
If. '.he Smdlinger report. Actually, he said,
urvey merely Italicized what the guild
said In a statement l&sued In December.
At that time. Engel said: "The guild recocnlies
the Inherent rights of all per.'ions
who have been associated creatively with
these pictures. In participating m whatever
proceeds they may one day earn on the television
screens, but It Is of the firm opinion
that It Is m the best interests of all persons
enagaged in our industry that a concerted
rff >rt be made to bring a halt of thLs suicidal
. )d of distribution, which Is nothing
.c or less than a quick buck' method of
liquidation of valuable assets."
'Missouri Traveler' Set
For K.C. Benefit Date
.NEW YOHK C" V WUllllcy .- "rhe Ml.ssourl
Traveler." the Technicolor film starring
n de Wilde. Lee Marvin and Gary
11, will open at the Uptown Theatre.
City, in a benefit for the Optimist
of Greater Kansas City February 4.
proceeds wUl go for the youth work proof
the ao Optimist Clubs, a civic orgamzatlon
compoaed of 1.400 cttizen-s from
Industry, government and educational walks
of life
The premiere wUl be the springboard for
600 theatre saturation in the mld-
Among those who will fly to Kansas
Clly from New York and Holl)-wood for the
lies are de Wllde. who plays the title
Marvin and Paul Ford, who will come
train New York where he Ls featured on
Sergeant BUko TV show. John Burre.vi.
of the novel, who will also fly from
York. Among thwe Invited are: Harry
TYuman. Governor James T Blair Jr of
and Missouri Senators Stuart Symand
Tom C Hennmgs Jr . as well as
Roe Bartlc of Kanaas City
1 chairman of the premiere Is Mark
of the Kan.Mui City Optimist Club, who
ted by C L. Hathaway, paat president.
Rom C. Roach of the downtown K. C
mist Club
Harold Rand, publicity manager of Buena
VUta. and Bob Dorfman. exploitation man-
•Cer. flew to Kansas City January 77 to
npervtie the plans for the rcrtooal openings
SINDLINGER STUDY LEAKED TO PRESS
Fourth of TV Viewing
Going to Old Movies
NEW YORK MixrU reactions greeted the
so-called "secret report" of SlndllnKcr Sc Co
on the state of the Industry and the Impact
of the sale of films to television.
E^chlbltloii In geiuTal hulled the report as
proof of Its contention that the release of
feature pictures to TV was the principal
onu.se for the dip In Uicatre ottondance
Distribution, spokesmen for which were reluctant
to be quoted, appeared to differ wlUi
the resulUs of the survey, although there was
.some acceptjuice of a few of the points which
were brought out.
SlndUnger had made the survey on assignment
from Theatre Owners of America which
had sought to withhold the details from the
press on the grounds that the disclosures were
too downbeat. The data had been gathered
a.s an argument to the distributors against
the sale of plcture.s to television and was designed
to prove that such sales were as detrimental
to distribution as they were to exhibition.
DICKERING WITH PAH.VMOl'NT
Whether (he report will halt the further
release of pictures to tlie air waves appeared
to be problematical. esp>eclally as rumors became
more widespread that Paramount was
on the verge of making a television deal. Reports
lost week were that a deal was near,
the prospective buyers being one of three; Columbia
Broadcasting System or Storer Broadcasting
Co. or National Telefilm Associates.
There also was criticism within the trade
over the withholding of the Information, especially
from the tradepress. which went
along with TOA's request until Bosley Crowther.
film critic for The New York Times,
broke the story In the Monday i27) Issue.
Particularly dl.sturbed by the "leak" to the
press was Ernest Stelllngs. president of Theatre
Owners of America. SlndUnger had made
the study at TOA request and when he had
completed the report. Stelllngs had sent
copies to dl.strlbutors for consideration At
that time. It had been agreed within TOA that
the report would not be made public while
negotiations were under way In an effort to
halt sale of post- 1948 films to TV. Stelllngs
did not dL-ipute the fact that the facts as
publl.shed in The Tlme.s were correct.
Crowlher'.s answer lo Inquiries on where he
obtained the report was that someone In a
"high place" In the Industry had turned It
over to him. In the hopes that publication
would awaken "the Industry to the dangers"
of a TV market flooded with motion picture
features, particularly post- 1948 features
The SlndUnger report disclosed that old
pictures, starting last September, were utilizing
one-fourth of television'.* viewing time in
the United States and that the public was
spending four times as many hours watching
films on their home sets as they were In theatres.
This has meant, according to the survey,
a 7.000.000 drtip In average weekly theatre
attendance in the last quarter of 1967 as
compared with the same period of 19M and
a loM of approximately t50.000.000 In theatre
gromes Blame was placed on the .ihowing of
old pictures on television
One of the moat alarming portions of the
report was In
the summary which stated that
If the post- 1948 picture.", arc released lo television,
It would be a drntli blow to theatres
and to production.
RK.^SONS KOK (iOOU BIJSINKSS
Three reu.son.s were given for the healthy
theatre business from October 1954, through
September 1955, a period described as the
best on a con.solldated basis since 1948. The
reasons were : 1 1 1 the more important stars
had not been seen on television; (2i only a
few old films were being presented on late TV
programs and i3) the public was aware that
the local theatre and the local TV station
were competing for Its attention
The change started In late 1955 when, according
to the suri'cy. the film companies
began putting their own shows on the air
plus the use of film clips. In areas where the
public could -see such .shows as "The 20th
Century-Fox Hour." "MGM Parade. " "Disneyland"
and "Warner Brothers Presents." theatre
attendance dropped 17 to 20 per cent.
Where the public could not see these programs,
grasses rose three to seven per cent
over the same period of the previous year.
With the general release of pre-1948 pictures
from major companies, weekly attendance.
OS an average, was off from 13.5 per
cent to 17.5 per cent In the last six months of
1957. although It had been up from 2 1 per
cent to 6.2 per cent In the first six months
over the first half-year of the previous year.
The survey stated that the public's viewing
time In watching old pictures on television
went up from 86.5 million hours a week prior
to September to 426.2 million hours a week in
December
10 MILLIU.N HISS WtEKLY
In a probe of "talked about" pictures, the
sur\'ey revealed that the percentage of prospective
patrons who thought about going to
the theatre, but did not. increased from 64.6
per cent In tlie la.st three months of 1956 to
76.5 in the last quarter of last year. Slnd-
Unger estimated that In lost admissions this
amounted to a potential $10,000,000 weekly.
Tliose film companies which sold or leased
their pictures to television, the survey pointed
out. took a net loss of 55.300.000 last year.
TliLs figure was reached by estimating the
total sum received by the companies for their
backlog.s as against tiie estimated losses suffered
by the drop In theatre attendance.
If, during the next nine months, the national
level of Uieatre grosses follows the
trend of the last six months, both theatres
and production will be down about 17 per
rent, the report said Based on tiiat figure,
theatres will have on annual Ions in net
gross of t300,000,000: production will loM
73 000 000 m film rentali
Harold Postman Dies
NKW YOltK Funeral serMccs were held
hric Moiulav '27i lor Harold PiwLnian. 50.
A-ii.itAiit to Alan Cumming". miitiiiger of
rxchangr operatlon.t for Ijow's. Inc Postman
died of a heart attack Frtday evening i24>
Portly after he left his office for home He
had been with Loew's for many years
BoxorncE PMjruary 3. 1868 15

BETWEEN THE
News Page Ads
THE trend toward off-the-amusementpage
ads for motion pictures may become
more widespread as the result of the
apparent success of the idea as promoted
by both United Artists and 20th Century-
Fox in recent weeks. While the experiment
by 20th-Pox was in the form of inslilullonal
advertising for "Farewell to Arms,"
calling attention to the picture's opening
at the Roxy, and probablj' was a facet in
the overall campaign which gave the film
a smash first week. UA's off-the-amusement-page
ads on "Witness for the Pi-osecution"
could be measured more accurately.
True. UA's ads offered something gratis,
but. at least, they proved that amusement
ads on news pages can get results.
UA spotted display space on pages other
than amusements in the New York newspapers,
announcing that 1,080 "witnesses"
were wanted to see "Witness for the Prosecution"
at a free special preview at the
Astor Theatre at 10 o'clock in the morning.
The readers were asked to send for
tickets. The demand was so great that two
previews, on successive days, had to be
arranged. More than 7.000 letters were received
in six days and a special corps of
girls had to be employed to take care of
the requests.
A response to free tickets might be expected,
but not everybody can go to a show.
free or otherwise, at 10 a.m. UA was specially
interested in observing the type of
people the ads attracted. And they got the
type of people they wanted—business men,
people with personally engraved stationery
and others whose letters indicated intelligence
and culture.
The unusual pre-release preview campaign
was designed to develop word-ofmouth
support for "Witness for the Prosecution."
The ads, placed off the amusement
pages, were in line with UA's recently
announced policy of directing more and
more of its promotional effort to those
segments of the audience that don't regularly
read the amusement pages.
It would be a good idea for exhibitors as
a whole to tap this comparatively heretofore
unused source of getting attention.
Ifs worth a try. And In these days, anything
new Is worth a try.
Passing of Pathe
ri Wii. with ;i ((.••.lilit; of rrniet that wc
noted that the bankrupt Pathe Pictures.
Inc., and all Its assets would go under the
auctloneer'.s hammer in New "York on February
4. The reason for the no.stalgic
pain was that the name Pathe practically
grew up with motion pictures. Of cour.se.
Pathe has not cxl.stfd as a company per se
for many a year, but there has been the
shell and old-timers often still refer to any
newsreel as Pathe News.
LINES
By AL STEEN
Listed for sale via biddmg are not only
films and photographic equipment, but the
trade mark and the name of Puthe. Included
in the properties are 20,000.000 feet
from the Pathe News film library from the
year 1910 to 1957. Also there are 80,000
prints of 16mm musical films of famous
artists. Mitchell cameras, lenses. 16mm and
35mm reels and film cans, printing equipment,
studio equipment and even a 1956
Chrysler sedan.
In case any exhibitor wants to buy up
the films to keep them from going to television,
the auction will take place at the
auctioneering firm of David Strauss & Co..
33 W. 60th St., from 10 a.m. to 4 p.m.
The Drive-in Convention
\X/E'VE been attending the drive-in conventions
ever since Allied Slates Ass'n
inaugurated them several years ago. Speaking
strictly as an observer, we've found
that these conclaves of outdoor theatre
showmen often have been more helpful
than the national get-togethers. The drivein
operators have common problems and
they discuss them seriously and return
home with good advice and valuable information.
And the equipment dealers and
merchandising men have found the exhibitors
who attend the functions to be in a
buying mood.
The 1958 AUied drive-in convention will
open in Louisville on February 10. The
chances are that it will be a success. But
Allied should receive a spanking for not
giving the event more publicity and advertising.
Why keep it a secret? Hardly a day
passes that a prospective booth buyer
doesn't call BOXOFFICE and ask about
the convention.
"Can we still get booth space?"
"What are the exact dates?"
"To whom do w'e write for information?"
These are just a few of the almost dally
questions.
For your information, the dates are February
10-13 at the Kentucky Hotel. Louisville.
Ky. Tlie man in charge is E. L. Ornstein.
Allied Theatre Owners of Kentucky.
427 South Third St.. Louisville. Ky.
That's all we know
Broadway Joke
COME lulk.s think and perhaps rightfully
so—that we partially licked thidepression
of the 1930s by klddln« it So
miiybe this Joke which Is beliiK lold regularly
on Broadway won't be taken as downbeat.
It seemti a patron teleplioned the manager
of a Broadway theatre and asked
wlint tlmi- the feature picture would go on.
The miinaKer replied. "What time can
yo« get here?"
R. I. Solon Demands
Midnight Show Ban
PKOVIDENCE—A bill to prohibit any
motion picture or .'stage production In any
Rhode Island city or town from starting
after 10 p.m.. except by special perml.sslon of
local licen.slng authorities, has been introduced
in the General Assembly by S«n
Primo lacobuccl (D.i. The bill was referred
to the Judiciary committee.
The senator said he was prompted to Introduce
the measure by reading newspaper
ads heralding midnight horror shows. He
pointed out that such advertising Is aimed to
attract teenagers to the theatre, abetted by
offers of free photographs of Juvenile motion
picture "idols." He said that the fact that
the hour of show was midnight contributed
to juvenile delinquency.
James H. Donnelly. Republican floor leader,
has said that he would oppose the bill If It
reached the Senate floor.
There are two schools of thought on the
subject in the state. Many theatre managers
have been commended for running these
shows, especially on Hallo^'een and other
special nights, as a factor In keeping teenagers
off the streets and from getting Into serious
mischief. Even the police have praised efforts
of local exhibitors to entertain prospective
mischief-maker.s. The other \iew Is that too
many .such midnight shows encourage teenagers
to keep late hours.
Top Simultaneous Runs
Boosted by Columnist
MEMPHIS— It's possible that the theatre
owners who have been camp>aignlng against
what they call feast-or-famine distribution
policies, won't be as happy to have the good
pictures spaced out as they think they will,
comments Edwin Howard, amusements editor
of the Press-Scimitar, in hi.s recent Front
Row column.
"One veteran Memphis theatre owner has
a theory that more people will see each of
five good pictures showing simultaneously In
town than will see the same five films showing
one at a time.
"Moviegolng is contageous." he contends
"And when you get three or four or five top
films downtown at once, you get an epidemic
of moviegoing. Everybody starts talking about
movies, and the next step is for ever>-txKly
to start going to the movies again More people
come downtown when there are .several
good movies on. A lot of them don't care
which film they see. They know tliat if they
can't get into one theatre, they can get Into
another, and still see a good picture
"I estimate that the five downtown theatres
did a total buslne.ss of $100,000 during
the two weeks following Christmas If each
theatre had played it.s same picture while the
others played Junk. I'll bet Uie grosses would
have been considerably les-v"
Salesmen Set Convention
NEW '^'ORK Tlie Motion Picture Salesnifii
cli-piirtiiu-nt of Uie lATSE will hold lt«
annual convention at the Adolphu.s Hot«l.
Dallas. February 22. 23 It will be the first
convention to be held .since the .•valosmen'i
organization afftllatod wltli the national
body Tlir Kix)up formerly was known aj
the Colo.v.rum of Motion Picture Salesmen.
Wayne Biitomnn. president, will preside
16 BOXOFFICE Fibniary 3. I9it

Hyman Touring West
On Orderly Release
NEW YORK ActlnK in the Interest of
- '--ly tlLitrlbutlon of (lutihty pnxliu t
iishout the year.
r.u»*rd L. Hymwi.
vice - president o (
Anierlou) Broadcast
tntt-Parmmount Theatres,
and hLs asalstonc.
Bernard Levy, have
a into the field
^4:uss the situntlon
Vki-.n exhibitors.
On Thursday t30>.
.Ml addressed a
:ng of exlUbltor
orsanlMtions from the
Salt Lake City and
jd^^rd L. llyman
Denver areas In Salt Lake City A .similar
meetins has been scheduled for Tuesday (4>
in San FrancLsco. to l)e attended by exhibitors
and exhibitor organizations from northem
California. Oregon and WashliiRton
FINDS RESPONSE FAVORABLE
Hyman told the Salt Lake City gathering
that he believed this was the first time that
luch "rival'" groups as exhibitors, producers
and distributors have .supported a single
campaign of this type.
He said the response has t>een favorable
from all sources In AB-PT's effort to Insure
an orderly releasing of top pictures.
Hyman declared he was oppased to feature
JUms on televulon and was against pay telenston.
Movies, he declared, should be made
only (or theatres.
Turning to the promotional activities being
undertaken to stimulate Interest in the
Academy Awards telecast March 26. Hyman
said he still hoped that the telecast will be
carried on big -screen TV In theatres. A week
ago. the Academy Indicated that It would
be Impossible to clear the program because
of the many guilds and unloivs involved In
the production of the show A number of
exhibitors had already made plans to carry
the telecast on their screens.
John C Krler. vice-president and general
manager of Intermountaln Theatres. Inc.
prcalded at the Salt Lake City meeting. With
Hyman at the session were Bernard Levy,
his assistant, and Jerry Zigmond. of San
PrancUco. west coact district manager for
AB-PT
IN LOS ANGELES FEB. II
Hyman will address another session In Los
Angeles on February 11 (or exhibitors In that
area. This meeting Is being .sponsored by
Harry C. Arthur. Sherrtll Conrln. Pat Notarto
and Rick Rlcketson. circuit executive*
A Joint convention of Kansa«-Ml».ioun Theatre
Assn and Allied Theatre Owners of
Kansas and MLvourt will be addresaed by
Hyman on March 11. This Li the first time
that a TOA and Allied unit has held a Joint
convention in the midwest.
On March 13. Hyman will meet with exhibitors
in the MlnnesoU territory In Minneapolis.
While in Los Angeles. Hyman will view
forthcoming product and will report on what
be has iieen to exhibitors at the other sessions.
Before laaving here. Hyman said be
hoped that the pictures he will see will follow
in an orderly fashion Into 1»S9 He said
be saw indications of orderly release throughout
this year
Columbia Schedule Calls
For 35 in Next 7 Months
NL'W YORK e'oliliiiiJiii will rt'lfiusc 3a
fruture films from February through August.
constltuUng one of the largest groups to
be handled by the distributor In a like period,
.iccording to Rube Jnckter. general sales maniiger.
He s»«ld the .schedule did not Lake Into
iiccount '-The Bridge on the River ICwal."
which Is being handled as a special release.
Thirteen of the features will be In color,
.seven In ClnemaSooiw and one In Technllamu.
Many leading producer>. directors and
actors are represented In the schedule.
The tentative order of release follows:
The Bridge on the River Kwal." a special
release.
LINEl'P FOR FEBRIARY
February; "Bonjour Trlste.sse." piXKluced
and directed by Otto Premlnger from the
Francoise Sagan novel, photographed In
France In CIncmaScope and both Technicolor
and black-and-white, and starring Deborah
Kerr, David Nlven. Jean Seberg. Mylcne
Demongeot and Geoffrey Home. "Crash
Landing." sUrrlng Gary Merrill and Nancy
Davis, directed by Fred P. Sears and produced
by Sam Katzman. "Going Steady."
starring Molly Bee and Alan Reed Jr. and costarring
Irene Hervey and Bill Goodwin, directed
by Sears and produced by Katzman.
"The World Was His Jury." sUrring Edmond
O'Brien and Mona Freeman, directed by Sears
and produced by Katzman. "How to Murder
a Rich Uncle." In Cinemascope, starring
Charles Coburn. Nigel Patrick and Wendy
HUler. directed by Patrick and produced by
John Paxton.
March : "Cowboy." starring Glenn Ford and
Jack Lemmon along with Anna Kashft and
Brian Donlevy. produced In Technicolor by
Julian Blausteln. directed by Delmer Daves
and based on the Frank Harris book. "Bitter
Victory." produced In Africa In Cinemascope
by Paul Graeti. directed by Nicholas Ray and
starring Richard Burton. Curt Jurgens. Ruth
Roman and Raymond Pellcgrln "Curse of
the Demon." starring Dana Andrews and costarrlng
Peggy Cummins and NIall MacGlnnls.
directed by Jacques Toumeur and produced
by Hal E. Chester. "The True Story of
Lynn Stuart." starring Betsy Palmer, directed
by Lewis Seller and produced by Br>-an Foy.
RELE.\SES i.N APRIL
April: This Angry Age." produced by Dlno
de Laurentlls In Technlrama and Technicolor
in Thailand, directed by Rene Clement
and starring Anthony Perkins. Silvana Mangano.
Richard Conte and Jo Van Fleet. "n>e
Ooddess," first original screenplay by Poddy
Chayefsky. starring Kim Stanley and costarring
Lloyd Bridges, directed by John
Cromwell and produced by Milton Pcrlman
Screaming Mlml."" starring AnlU Ekberg.
Phil Carey and Gypsy Roae Lee. directed by
Ocrd Oswald and produced by Harry Joe
Brown and Robert Fellows. "Lets Rock."
starring Julius LaRosa. Phyllis Newman and
rock 'n" roll exponents, and produced and directed
by Harry Ptoaler. "Paradise Lagoon.
starring Kenneth More. Diane Cllento. Cecil
Parker and Sally Ann Howes In Technicolor,
directed by Lewis Gilbert and produced by
Ian Dalrymple "High Flight." sUrrlng Ray
Mllland In Cinemascope, directed by John
GlUlng and produced by Irving Allen and Albert
R. Broccoli 'Ghost of the China Sea,"
starring David Brian, directed by Sears and
produced by Charles B. Griffith.
May: ""Tank Force." starring Victor Mature
and Leo Oenn In Technicolor and Cinema-
Scope, directed by Terence 'Young and produced
by Allen and Broccoli. "Gideon of
Scotland Yard." directed by John Ford In
Technicolor, produced by Michael Klllanln
and starring Jack Hawkins and DIanne Poa-
Icr. "The Lineup. " starring Ell Wulloch and
costarrlng Robert Keith and Wamer Anderson,
directed by Don Slegel and produced by
Jaime de Valle.
June: "Revenge of Frankenstein."" with
Michael Carreras as executive producer. ""The
Camp on Blood Island." starring Carl Mohner,
Andre Morrell. Edward Undcrdown and
Walter Fttzgerald. a Hammer Film directed
by Val Guest for producer Anthony Hinds
and executive producer Carreras. '"The 7th
Voyage of Slnbad." starring Kerwln Matthews
and Kathryn Grant In Technicolor, directed
by Nathan Juran and produced by
Charles Schneer. "The Case Against Brooklyn."
costarring Darren McGavln and Maggie
Hayes, directed by Paul Wendkos and produced
by Schneer. "She Played With Fire."
starring Jack Hawkins and Arlene Dahl. directed
by Sidney Gilliat and prt>duced by
Frank Launder and Gilliat. "Apache Territory."
.starring Rory Calhoun in Technicolor,
directed by Ray Nazarro and produced by Calhoun
and Victor M. Orsattl.
MAN'Y SET FOR JVLY
July: "The Key." starring William Holden
and Sophia Loren and costarring Trevor
Howard In CinemaScope. directed by Carol
Reed and written and produced by Carl Foreman.
"Gunman's Walk. " starring Van Heflln.
Tab Hunter and Kathryn Grant In Cinema-
Scope and Technicolor, directed by Phil Karlson
and produced by Fred Kohlmar. "The
Whole Truth." starring Stewart Granger.
Donna Reed and George Sanders, directed by
John Gulllerman and produced by Jack Clayton.
"Forbidden Island." starring Jon Hall
and produced and directed In Technicolor by
Charles B. Griffith "Outlaws of Painted
Canyon."" produced by Wallace MacDonald
In color. ""Pretty Boy Floyd."" a Katcman production.
August: "Me and the Colonel."' starring
Danny Kaye and Curt Jurgens and costarring
Nicole Maurey. directed by Peter Glenvllle.
produced by William GoeU and written
by S. N Behrman from his own hit play.
"The Names Buchanan. " starring Randolph
Scott In Technicolor and produced by Harry
Joe Brown "Juke Box Jamboree." a Katcman
musical production "Tlie Snorkel."" .ilarrlng
Peter Van Eyck. Betta St John and Mandy
Miller, directed by Guy Green and produced
by Michael Carreraa.
lATSE Board to
Tulsa
SKV, 'lOivK llir iiiiil- » iiiU i ii.eetlng of
the general executive committee of the lATSE
mill be held at the Mayo Hotel. TuUa. Okla .
starting February 2* Tlie w.

TSn y«5?
\K\o9
Taud»«!!
^
abSSTlts
r
exhibitors, about its
hilarious fu.*
record
SONGS: Teachers Pel . T

Clark and Doris
are in
a class
i
themselves in
his modern unforgettable
comedy that's in a
class by itself!
Meet
v«amie -
f\-megai
I
wv(ho calls
i Instant
IH Who lnv«nttd Rock and
api—dih»iogv>i 0«t mora out of life . . . Oo out to a movial

:
, . . The
, , Arthur
^-mes was borrowed
by
, .
Sam Katzman from Warner Bros,
for a costarring role with Bobby DriscoU In
"The Teenage Story" at Columbia ,
Bailey will play Maria In Samuel Goldwyn's
production of "Porgy and Bess" .
Nichols was cast for the leading femme role In
RKOs "The Naked and the Dead" , , , Charlton
Heston was selected to pwrtray the title
role in MGMs 'Ben Hur" , O"-
Connell was signed by Walter Mirisch for a
top role in the Ashton production '"Man of
the West" , , . Sloan Simpson will film debut
In ""The Pusher." the Miro Production , . ,
Accordionist Dick Contino was inked by director
Lou Place to essay the title role In the
Elmer C. Rhoden Jr, production of "Daddy-O"
Ritz Brothers, off the screen for
many years, are returning via a musical titled
"Three of a Kind." which Jack Leewood will
produce for 20th-Fox release . . . Rita Gam
will costar with Brian Keith. Rick Jason.
Mala Powers and Steve Brodle In "Sierra
Baron." 20th-Fox release produced by Plato
Skouras.
Paramount Encountering
Oil Drilling Setback
There was a time when Uie magi of motion
pictures looked fondly at the vaults in whlcii
were stored their backlogs of finl.shed features
and Intoned a logical "There's gold In
them thar cans."
During recent years, however, the master
minds of the Industry have turned to other
and varloas sources to keep their respective
company coffers filled to a point where they
20 BOXOFFICE February 3. 1958

. . Oramercy
li
. .
and
"
do not »(tract too much wr«th from stock
bolders Htid baiikcrii.
Thf aimast unlvrnal salr o( prr-lW« product
to trlcvLiJun Is a casf In point Tljcn.
20(h•!^}X has brrn Kolns drrp Into thr
bowrU of thf earth upon which lU spr«»Un«
studio U built in the >uccc.v>ful search of oil
More recenUy, and as woa widely publicized
tn the trade and general preu. there la (he
r«ftl estate development which will occupy
a dominant portion of the ^ludlo's Westwood
•crMMje
Another studio whose land has been assayed
to be potentially as productive of oil
U. however, apparently encountering some
difficulty In Its de.sire to capitalize on thl.s
hidden black Rold with the news thai Mn>'or
Norrls Poulson thLs week vetoed the ordinance
providing for an oil drilling district on the
Paramount lot.
In a message to the city council, the mayor
stated that the Irregularly -Uiaped district
included at least 30 acres of residential zone,
adding that the proposal to drill for oil there
recalls the "representations" made at the time
a dutrlct was created for drilling at 20th-
Tox and charged Chat promises made at that
time to owners of nearby residential property
hare not been kept The mayor also said that
there is no truth to the claim tluit the city
has realized (533.000 in taxes from the 20th-
PDx drilling, declaring that the figure Is only
1140.704.
Four Story Purchases
Reported for Week
:.• ;.•
,
.y^ .Hi original story by
Julian Halvey and Raymond Marcus, was
purchased by Columbia in a deal which also
Included the authors to write the screenplay
. . . "Death Greets Me Dally." a play by Jackie
Coogan. has been optioned by Bartlett-JoUey
Productloiu for future independent production.
It's understood that actor Coogan will
also appear in the screen version of his literary
work . Pictures bought "Geronlmo."
a yam about the famed Indian chief,
as an Independent production for United
Artists release . . Producer Earle Lyon and
tcnpter Eric Norden obtained the screen
rights to "The Little Giant." bloplc of prizefighter
Bob Fitzslmmons.
John Michael Hayes Joins
Charles Schnee Unit
Assignment agendum Charles Schnee announced
that John Michael Hayes has become
as.soclated with his Independent company
to writ* the .icreenplay for "The Tiger
Among Us" ... By Dunham has been signed
by Bajac Productloiu to pen the lyrics for
the theme melody of "Djcort West" .
Uobcl Lennart returns to MOM to screenplay
"Please Don't Eat the Daisies" . . . Arthur
Welia was Inked to write an original sciencefiction
yam by producer Jules Ooldstone.
Roger
Gorman Schedules
Next for Allied Artists
Roger Corman will produce and direct "The
Attack of the Olant Leeches" as his next
production for Allied Artistt under his twopicture
pact with the studio ThL* marks
the ruth horror picture to t>e dLrramr rnibarrasBlnc if Ihry dr.
pli Iril low nt(ir,iN
NEW YORK—Declaring that each important
nrw picture U a "project In Itself" and
requires the utmost In
selling after Its completion
lo attract the
ttreotcst |>av.lble audl-
I'lice. Don Hartman.
producer of "Desire
Under the Elms." Is
prepared to devote the
next six months U>
promote his film version
of the famous Eugene
O'Neill play.
Hartman. who has a
three-picture producing
deal with Para-
Don Hartman
mount, paid $75,000 for the screen rights to
"Desire. " which stars Sophia Loren. Anthony
Pcrkln.s and Burl Ives, and has "been cleaned
up and now has a highly moral tone.'" as well
as a Production Code .seal, he said. He arrived
from Hollywood Wednesday

7V

HE
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EST NOVELS.. .
EST PLAYS. . .
Assure top entertainment from na/arner bros.
NO TIME FOR SERGEANTS*
PORT DOBBS
DARBY'S RANGERS
LAFAYETTE E S C A D R lU-^ J [th E
LEFT HANDED G U r^^
V Being Completed
MARJORIE MORNINGS TAR *MONIONHEAD*
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TOO MUCH. TOO SOON*
J [7^ E
NDISCREEf *
n^ Readied for Production
HOME BEFORE DARK*
NAKED AND THE DEAD*
ACROSS THE EVERGLADES
[
THE NUN'S STORY3
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CE PALACE* THE P H I
L
A D E L P H I
A
N
DAM N YAN KEES** E BIG RED 1
EL PASO RED
AUNTIE MAME * *
LETTER FROM PE KING*)
THE SUNDOWNERS* ]{l
HE MIRACLE**
THE HANGING TREE*
THE FBI
YELLOWSTONE KELLY JOHN PAUL
"~
JONES
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THE DARK AT THE TOP OF THE STAIRS'
I
STORY* [as 1 U MMER PLACE*
tt ••iMng nov«i * Top rated play Rigr>t out Of Ih* vary ipp draw*' journal Amarican
There is no substitute
I
for
QUALITY

—
LETTERS Lettrf\
Says
TV Propaganda Hurfing
If you dun I ihii.k tin- T\' iiulustn.' isn't
out to knock out the movie Industrj' Just read
the TV Guide each week Hardly an Issue
without some crack at the movie Industry
and how TV w ill replace it Tliere wa.s a very
InteresUnK article recently by John Payne to
the effect that the movie Industry would
soon be a thing of the past -that we had
never changed our methods until forced to.
He mentioned he had made 80 movies, but
now TV was the only medium left to supply
entertainment. Because our Industry would
soon be dead, all his plans for the future
would be devoted entirely to television work.
Mr. Payne's movie career was spaced over
a long period of time. Some of his pictures
were good and. although never a big boxoffice
star, his name did pull patrons and a number
of his pictures were looked -forward to by exhibitors.
People saw him on our screens only
five or six times a year. Just how long does
Mr. Payne think he will last on TV? People
get fed up with TV stars by seeing them too
often. Only a few last four or five years. We
will give the mediocre Mr. Payne two years
at the most.
Yes. TV Is in a life-and-death struggle
with the motion picture industry. The stupid
mistake the distributors made by giving our
product to TV for the paltry millions or "the
fast buck" they got from a backlog of old
product saved the TV industry, when it was
on the verge of going under or having to
stand on Its own feet. We saved the TV industry
once and it looks as if we will commit
suicide by doing it again. The big brains
heading our Industry think toll TV is the
answer. They are being "sucked in" by the
TV propaganda.
Yes, I say. let's put a three-year moratorium
on the .sale of movies to the TV industry.
Let them use their brains and resources and
produce their own programs entirely. Let us
keep our movies in theatres where they belong.
Hollywood is producing again; wonderful
entertainment costing millions of dol-
. . the
lars which is paying off at the boxoffice.
People have had their entertainment needs
satisfied with the programs on TV .
age group which attends theatres today Is
between 18 and 30 years. Our lost audience
Ls comprised of the younger and older citizens,
whom we can bring back to theatres
again with the right type of films and the
proper .selling methods. It's going to take
time and effort with a lot of hard-hitting
showman.'ihip. but we can do It if the movie
Industry will wake up before it's too late and
keep the movies off TV and in the theatres
where they belong.
Aggie Theatre.
Fort Collln.i. Colo
FRANK AYDELOTTE
Asks TV Clause for Exhibitors
Regarding the controversy over 'I'V sales
of pictures, the exhibitor can very easily rectify
thU situation. A.s It stand.s today, the
exhibitor Ls the one who Is paying and prepaying
for thi- very features which are giving
us so much concern.
The features being u.sed on television alrrndy
have been paid for by the exhibitors
u. : In many Instances the thcatremen by
•
tig contracts, which in turn arc u.sed as
fnu\T be i orKrd Namev withheld on request)
bank collatfral. have tmaiiced llu- iimkinw uf
pictures. The remedy for this situation is
simple: no exhibitor should sign any contract
without a clau.sc in It stipulating that
the feature must not be .shown on television
for the next 25 years. In this way, the producer
will be bound by hLs own contract not
to sell to TV. under penalty of leaving himself
open to a lawsuit, for full recovery of all
monies paid by him for exhibition of the film.
If any producer refuses to incorporate such
a clause, the exhibitor doesn't and should
not sign a contract. This would mean that
the producer would have to finance his product
without exhibitor collateral. A stop of
sales to television can be made right now.
The motion picture theatre is not dead.
People will come to the theatre if given something
to come for. There is no business like
show business when we decide to pull together.
The small exhibitor with one theatre
is the heart and soul of show business and he
needs the help and support of the entire industry.
I know the "buck" is the life blood of this
business, but by reaching for the dollar, in
too many instances, grave wrongs have been
committed against this great Industry.
College Theatre,
Brantford, Ont., Canada
BEN SCHACHAN
Anofber Blast at TV Rivalry
How can anyone in his right mind possibly
think that a seven-to-ten-year clearance
over TV » ill help us any when TV. with tento-25-year
old pictures, has put us in the
position we are in today (hundreds of theatres
out of busines.s and hundreds more on
the way out)?
This busine.ss cannot possibly survive, if
the industry continues to sell our old films
to TV. I have seen several good pictures on
TV this year and many more advertised as
coming .soon. Many of these pictures I would
have used again, if they had been kept off
David Kimelman Heads
Rank Branch in Phila.
NEW YORK—Rank Film Distributors
has
opened its 15th branch office in America in
Philadelphia and Irving
Sochin, general
.sales manager, has
named David Kimelman,
a veteran of 37
years in the film Industry,
branch manager.
Kimelman. who was
formerly associated
with Paramount
lus branch manager In
Pittsburgh, n post he
assumed In 1933, will David Klmrlman
report to Robert Polllard.
Rank regional mani«4{er. in Wiushington.
D C.
Rank now has offices In Atlanta, Boston,
Washington, Cincinnati. Chicago. Detroit,
Dnllius. Minneapolis, Kansas City, Denver,
San Francisco. Los Angeles. Buffalo and New-
York niv
TV. One In particular from Warners, "Night
and Day," was one of the best musicals Warner
ever made. I have tried for eight years
to get a return date on this picture. To my
knowledge Warners never did offer it to the
theatres as a reissue. Yet. a couple of months
ago, I .saw it advertised as coming on TV
This is also true with other companies and
big pictures. How can we expect to sell some-
giving away for
thing that our competitor Is
free. It doesn't make sense!
Just the other day. I heard a TV master of
ceremonies on one of the popular quiz programs
make a remark that Ls typical of what
TV is doing to theatres. The program was
"Do You Trust Your Wife." The question was
about movie stars. The M.C. asked the contestants
if they wanted to answer the questions
or trust their wives. Both elected to
trust their wives. One saying he never saw
movies, that he watched TV all the time. The
M.C. said, in that case, he should be able
to answer as well as his wife as you see all
the good movies on TV. He also added,
"That's the place to see them." Just yesterday,
I heard another M.C. on a little local
station near here, say that you see all of
Hollywood's important stars and pictures on
TV.
With all of the good pictures they have in
their possession and advertising like this
how can we win? I say let TV produce their
own programs and develop their own stars.
Let's keep our pictures and stars off TV and
on the theatre screen where they belong. I
am a small town exhibitor. I used to pay the
film companies $60 to $100 for good pictures
and much more for percentage. Today, they
are lucky to get $15 to $30. percenUge or
otherwise. Reason: the common enemy—TV.
Crystal Theatre,
Beulah, Mich.
D. O GREGORY
Cites Bugs' in Pay TV Operations
Don't worry about pay TV. It'.s true that
It can become a problem, but not if It's
handled right. All pay TV systems can be
classed as one of three basic kinds. Each of
these has its own problems.
Cable pay TV includes Teleglobe. '51 Phonevision.
the Palm Springs System, the
BartlesviUe System, and a few others. There
will always be small private cable systems,
but large ones appear to be unsuccessful The
problems of cable pay TV are well-known
to many people.
Coded pay TV includes Phonevlsion, Subscriber-Vision.
Telemeter, and .some others.
The coming tests of this kind may be very
successful There is. however, one thing that
will not be learned from the.se tests, and that
Is the seriousness of piracy. Piracy is the
a pay TV program without
act of receiving
paying for It. It is similar to going Into a
theatre through o rear door without paying.
The pay TV proprietor won't be able to loc*
any door.
Piracy will not become a problem until
after coded pay TV becomes a good financial
.success. Tliere may be laws against piracy.
We will obey the law: yet we cannot .stop
progress. It Is .sale to a.ssume that piracy will
be technically po.sslble and profitable Gangsters,
as m the prohibition era. may be attracted
to it. Who will pay for the enforcement
(if these laws? How much resentment
will result from the police looking In everyone's
home for illegal decoders? The coded
pay TV people claim that theVr systems art
24
BOXOFFICE February 3, lOM

ptr»ic -proof
ProfTMS has teen toward better
understanding and more abiltty to du
things
Pr«ctu-ally no technical infommllon ha.hed about coded pay TV othrr
than propaganda. Thu .suKxestK thnt rvrn
the proponent* of coded pay TV hnve insufficient
faith In Its plrate-protif leatures.
Laws acalnst pay TV appear to be of qurs-
Uonabie merit There '» probably .i way thnt
eoded pajr TV could t>e Miuelched. Tins would
occur when a court would recogiilrc the folly
of tnrlnc to deal with this lmpo»tble situation
and declare antl-plracy laws vntd
No one seems to care at all about the third
kind of pay TV at this time
Van Kuys. Calif
EDWARD L
Questiom on TV Film
BERNDS JR
Sales
r. w. rather hanl to ur.aci.uir.a ;he opin-
:-j
. expressed atwut the sale of films to TV
u> that our industry could be liable for nondelivery
to TV or refusal to sell.
Would this mean that. In the American way
of life,
the manufacturer of an Item Intended
for one specific use U now compelled to sell
that Item anywhere, regardless of the consequence
of the use of same?
There was a time when the TV presentation
of old movies was in 16mm. There was
wme ruling that the producers did not have
to convert their product to 16mm In order
to meet the requirements of television.
Motion picture film Is produced from the
time the story Is bought until Its final completion
for use on the standard-size screens
of motion picture theatres. Motion pictures
for theatre use were made exclusively for
that purpose.
Are we now to assume that the government
would step In and nay that our business is
compelled to let TV have our films, regardless
of the manner of presentation, a fine
film, for Instance, produced in Cinemascope
and color? The government would say that
we must let TV have that film for poor
qtiallty reproduction on the .^mall TV screen
m black and white?
It Is a .sad situation now whereby the arts
and sciences of our business have been allowed,
through the .sale of old films, to re-
»«rt to something that Is now offered for the
«ale of products Just the same as It downgrades
film stars who do commercials, the
Mune Is true of fine motion pictures whose
presentation on the TV screen is Intersper.sed
with commercials. And yet we are told that
the government might not like It. unless our
nev films of today become hucksters of
tomorrow
Are the producers of the Broadway plays
required to make their productions available
for TV use?
OLE TIMER
Suggests Theatres Sell Records
Thp pa.st frw wrrics 1 havr rrad a lot of
articles In various trade magazines on the
recortl bustncaa. Almost all the film companlc*
now have their own record company
And they are eventually going to get around
to the explolUUon poa«lbllltles
The only point I wish to make is why not a
theatre or the exhibitor as another outlet for
the wlc of th«M records "> Make It a threeway
deal: reconl company, film company and
theatre
We have more tiuslncaa MDlng records than
Minneapolis Merchants Take Over
5 Loop 1st Runs for the Kids
the grocery store. At any rate. I have been
selling records for the past three weeks. I
get them from Record Racks a guarantee
sale deal where you can't get hurt with an
inventory that won't sell.
I .should be getting these records from the
record company, with a film company Ue-up
and promotion
Getting back to the three weeks that I
have been selling records In my concession
stand as a .side line. It ha.s not been any big
revenue as yet. but I luji very happy with results.
I am In a .small town of 3.000 population
and bu.slno.vs Is tough, but thLs record
buslnes.s will build, I think, and I have nothing
to lose If It doesn't.
If >'ou think the above thought Is any good,
drop It to a friend of yours In the business
where It will do .some good and get some results
on a national basis.
Wayne. Neb.
ExbibHor Submiis a Poem
PHIL MARCH
Here's a little poem I think may hold a lot
of water as I had this run In my local paper
and received a lot of encouragement from It.
DON'T BLAME THE CHILDREN
We read In the popers and hear on the air
Of killing and stealing and crime everywhere:
We sigh and we say as we notice the trend;
ThLs young generation, where will It end?
But we can be sure It's not their fault alone
That, maybe, a part of It Isn't our own.
Are we less guilty who place In their way
Too many things that lead them astray:
Too much money to spend, too much Idle
time:
Too many movies of passion and crime:
Too many books not fit to be read:
Too much evil in what they hear said:
Too many children encouraged to roam
By too many parents who won't stay at home:
No love and affection for the kids that are
their own?
Kids don't make the movies, they don't write
the books
That paint gay pictures of gangsters and
crooks:
They don't make us liars, they don't run the
bars.
They don't make the laws, they don't buy the
cars.
They don't peddle the drugs that addle the
brain.
That's all done by older folks greedy for gain.
Delinquent teenagers: oh. come now. who are
we to condemn?
The sin of the nation and blame It on them
By the laws of the blameless, the Savior
made known.
there among us to cast the first stone.
Who Is
For. in many ca.ses. It's sad but. oh. how true.
The title. "Delinquent." must fit the older
folk, too
We need more family pictures to get the
family coming back to gixxl ibows. HBXPt
HELPf
Kan.

Rank Will Distribute 15
Films in 9'Month Period
NKW YORK- Rtuik Klliii Dl.^tnlJUUJ^.^ will
releasp 13 reRuUr tea lures, plus two specialized
films, during the first nine months of
1958. accordlnR to Irving Sochln. general
sales manager, following the close of the
company's five-day sales meeting at the
Hotel Warwick Tuesday i28>. Seven of these
films will be In color. Sochin said.
The two specialized films are: •TTie Bolshoi
Ballet." filmed in Eastman Color and
starring Galina Ulanova In the two-act version
of Giselle." and Laurence Olivier's production
of "Henry V." being presented for
the first time in new widescreen Superscoije
and Technicolor, both of which will be given
per.'ionHlized handling by a team of RFDA
personnel trained for these types of films.
"Henrj- V" was originally released in 1946.
T\\e 1958 releases — through September will
include: Januar>- 'Across the Bridge."
surrlng Rod Steiger: February—"The Secret
Place." starring Belinda Lee and Ronald
Lewis, and Smiles of a Summer Night." a
SwedLsh film with Ulla Jacob.son and Eva
Dahlt>eck: March—•Campbell's Kingdom." in
color, starring Dirk Bogarde. Stanley Baker
and James Robertson Justice: April—"The
One That Got Away." starring Hardy Ki-uger
Also. May— 'Hell Etrivers." starring Stanley
Baker. Peggy Cummins and Herbert Lom;
and "Robbery Under Arms," in color, starring
Peter Finch. Maureen Swanson and Ronald
Lewis: June— "Dangerous Exile." in color,
starring Louis Jourdan. Belinda Lee and
Anne Heywood: July — "Night Ambush."
starring Dirk Bogarde with Marius GorinR
and Cyril Cusack. and Windoms Way. "
in
color, starring Peter Finch and Mary Ure:
August—"The Gypsy and the Gentleman."
In color, starring Melina Mercouri. Keith
Mitchell and Flora Robson. and "Seven
Thunders." with Stephen Boyd. James Robertson
Justice and Kathleen Harrison.
The September 1958 release will be: "Violent
Playground." with Stanley Baker. Anne
Heywood and David McCallum.
The 1958 relea.se program for RFDA will
be supported by an extensive advertising
ballyhoo publicity and "circus-type" exploitation
campaign, which will include national
tours by Rank stars and national tieups
and local-level, pre-tested newspaper and
ad campaigns, according to Geoffrey Martin,
director of advertising, publicity and exploltalioii.
Tills proiiiolion campaign will ty conducted
by a staff which Includes: Steve Edwards,
advertising and publicity manager,
and Leo Pillot. exploitation manager. RFDA
will al.so urge exhibitors to gel out with the
field men and promote new standards of
showmanship. Martin said.
A drive will also be made to .sell the 13
Rank releases for 1957 to conventional and
drive-in theatres where RFDA product has
not yet been exhibited. Sochin .said. He al.so
urged all the Rank regional and branch
managers to keep clo.ser watch on prints
which are handled by National Film Service
.so that theatres get film In the best po.sslble
condition.
Sochin also discussed billings, collections
and inspection of prints on Friday

according
Landau.
Added Censor Power
Will be Asked in NY
V
\NY A UlU iiuiiit; '.lie Stutr KducttUoii
..nits motion picture dlvUMon gmitcr
povkcr m the field of film »dverU5lnK will be
introduced in the leRUlnture here, according
to James A. Pltzpntxlck. counsel for the
joint levL-Jatlve committee studyUlK "offensive
uiid otk^clne" publications, motion and
UIl pictures
Pttipatrlck ii.vk«l l>r Hugh M Flick, former
director of the State Education Departmenfs
motion picture dlvLMon and present
executive assistant to the state education
eommUsloner. who appeared as one of the
final «-1tnessm at a public hearing, whether
a "properly drawn" statute authorlzlrtK the
division to act "If It found (rr«x« mlsrepresentaUon"
of films already licensed would
be helpful. FUck said it would.
Current New York advertising on "The
Oarden of Eden." which the court of appeals
recently ordered the regents to license, was
severely criticized by Fltzpatrlck and SKt
Frank McDermott of the New York City polk*.
They charged It emphasizes that the
nudist picture had been denied a license, and
Fltxpatnck claimed the advertising left the
impression the public would see an "orgy of
sex."
Fltzpatrlck aI>io criticized the increased
prices for "Peyton Place," which he said he
believed were predicated on the sensational
adA-ertising of the iwvel. much of which Fltzpatnck
thought "sordid and nauseating."
New Y'ork theatre advertising of horror
films came In for a blast, too. including
posters promoting "The Vampire." Copies of
ads and two 40x60$ were read Into the record
NY Governor Ircludes
Film Tax in Budget
.ALBANY The apparent confidence of the
state administration that motion picture IIcertslng
will continue, despite recent adverse
court decisions, found reflection In the annual
budget and message which Gov. Averell
Harrlman sent to the legislature Monday.
A breakdown of revenue estimates contained
a section devoted to 'motion picture
tax." In which the Governor reported that
the yield for 1967-58 «-ould be MSO.OOO. on
the basis of collections durlni; the first nine
months of the fUical year. Terming the receipts
"almost Identical" with those of a comparable
period last year. Harrlman went on
to say. "The same revenue «M60.000) Is an-
Uclpated for ISftS-M."
The tax U collected at the rate of $3 per
thousand feet for original films licensed by
the State Education Department motion plc>
ture division and t3 per thousand feet for
coptea.
PTTTSBUROH— Pmniylranla superior
court has upheld an adnUsakm tax imposed
by the itchool board of Franklin township
In Greene County The action stemmed from
an appeal tiled l>y Durward Coe aiul Louts
Stulcr. owners of the Waynesburg Drtve-In.
who claimed the le%7' was unconstitutional.
Owners of a »katlng rink had Joined with the
outdoor theatre owners as plaintiffs They
declared that the admission tax was not
onlform uuumuch a* other amusements were
not taxed The Greene County common pleas
court prevkwuly dUmlssed the complaint to
restrain the school board from collecting
lax.
tiie
Possible Dearth Is
Seen
Of Old Pictures for TV
To
Show Selecfivision
TV Sysfem Feb. 14-20
NEW VORK— Demonstrations of Se-
Ifctlvlslon in operation will be held February
M through February 20 The demunstmtloa>
of the home theatre project
will be held In five areas In New York,
St Louis. Wllke.s Bnrre. Pa., and Bridgeport.
Conn . to Bernard Croldenberg,
Selectlvlslon executive.
The pictures will originate In area theatres
and will be transmitted to homes
and apartment houses Goldenberg said
two major companies were supplying 1957
product for the test showings. These
showings, he explained, will be primarily
for the press. Demonstrations for the
public will k>e held at a later date. As the
result of a newspaper story on the process,
the company has received 9,000 requests
from the public to witness demonstrations
when they ore held.
The New York showings will be held
In Kew Gardens, Forest Hills, Rego Park,
one uptown area and one downtown area
Saal Gottlieb Named Head
Of NY Film Trade Board
.\K\V
VoltK— Sual Gollhtb, Lotw s-.\IGM,
W.I.N ui.st.illfd as president of the New York
Film Board of Trade at the organization's
office January 24 Jo.seph Sugar. United
ArtlsUs, was named first vice-president;
Joseph Rosen, Unlversal-IntematlonaJ, was
named second vice-president: Alex Amswalder,
20th-Fox, treasurer; Ernest Sands,
Warner Bros., secretary, and Nat Cohen,
.sergeant-at-arms.
The new officers celebrated the Ir^stallatlon
with the wives at the Waldorf-Astoria
Hotel that same night.
N.Y. Suit Discontinued
NEW YORK— Dl.icontlnuance of on antitrust
suit In behalf of the Elmwood Theatre,
Queens, against RKO has been filed In federal
court Damages of $1,060,000 have been
.lought by Sogmore Realties, operator of the
theatre .since IMS, and damages of $1,650,-
000 by Copark Theatres, operators from 1946
to 1949 RKO had been the only holdout
among a number of major distributors and
circuits sued over alleged discrimination and
elimination of competition.
Rites for A. J.
Leonard
Nt.".V VOltK Ku;;.:.4; ...::wc:. Acre held
Monday iJ7t for Arthur J Leonard. 57.
chief a

am
'Arms
Has Good Opening Week As
Holdovers Dominate B'way Scene
NEW YORK—SelznicK ^ A Farewell lo week at the World Tliealre, while "And God
Arms." the lone new Brottdway picture of Created Woman" was still smash In Its 14th
the week, had a good openlns week at the week at the ParLs and "Gervalse" set a new
Roxy. de^plte unfavorable reviews from most record for the tiny 5th Avenue Playhouse
of the newspaper critics Most of the other while continuing lo strong bustne.ss In Us
Broadway first runs were down while await- llth week at the Baronet.
InB new product, the first since Christmas in lAvcrage ii lOO)
.^v„r,.l ^..^^^ Aitor—Wild li fh. Wind {Pata). 7lh wk 120
several ca-ses.
Boronct—— Th« Ten Commondm.nt. (Pora).
64th wk of Iwo-T^loy 14U
City Music Hall, where the total gro-'s was Embassy—Th» Golden Age of Comedy (OCA),
over $1,300,000. just slightly below the record 6th wk
,
.^.^ l \ll
, ,.- i, . ^ .. I.. L. 1 J f'"0 Arts—Gotos of Porn Lopcrtl. 2nd wk
. 135
take for "The Great Caruso, which played j,^ Avenue—Gervoisc Com i). 2nd wk I70
ten weeks m 1951. Also smash were two of 55th sttcot—The Boishoi Boiiet irfda). 6th wk no
. ,, ..— ,, T» ij .u Guild—The Ship Wos Looded Arthur). 2nd wk .120
the tT»0-a-day films. "The Bridge on the
L,ttlc Carnegie T|,c Adulteress (Tes). 2nd wk. 125
River Kwai." in its sixth week at the Palace. Loews stai

DOUBLE BOXOFFICE BLOCKBUSTER I NO. 18
DOUBLE SPECTACLE-TERROR!
FABULOUS! FANTASTIC! TERRIFYING!
MOrOJVIOUS BEAUTIES LOST IN A FANTASTIC HELL'ON'EARTH!
ViimaWMisii
-J
EVIl-
BClUTlFUt
DEADLY
V r-^
4
..'^
ABBY DALTON SUSAN • CABOT • BRAD JACKSON
MNE KEMNa RICHARD DCVOM
• tifui mt ItKtM l| Httl CMMU
U UtCHCM ntflMIIMU nciMt
SEE ^VSEE
Umi \ ClAXT
LiiooDmiuusoFti susEiinmoF
lOSTEMPIIE' .^ mVOiiTn'
SEE^ SEE
TWO mm T SUPtRWOMEN
or MONSTROUS 1 WITH THE COUUSE
niROI' ^^ Of CUNTS'
)RGE
WALDMAN

BROADWAY
1^.irtin Davis, who will move from Allied
ArtLsta to Paramount, was honored at
a luncheon tendered by AA executives at
Toots Shor's Friday (24 1 HostinK the affair
were GeorRe Burrows, Edward Morey,
Morey Goldstein, Norton Rltchey and John
Fllnn. Personnel of the ad-publlclty department
also attended. Davis will be executive
assistant to Jerry Plckmnn. Paramount vicepresident.
• • * Monroe Greenthal and David
Dlener of the Monroe Greenthal Co left for
the coast to confer with producers on advertlslnu
plans for forthcoming product. • • •
Bemie Kamber. advertLslng chief for Hechl-
HlU-Lancaster, off to Holl>-wood for a threeweek
slay on plans for "Separate Tables"
• • •
Director Henry Koster to Rome to prepare
shooting on the life of Goya. • • • Here
from the coast Is Wll'.lam Orr, Warner Bros,
television executive producer. • • • Rouben
MamouUan Is here to complete casting on
Samuel Goldwyn's "Porgy and Bess."
IT
Norman Hasselo. personnel director of
United Artists, was tendered a testimonial
dinner Saturday i25i by the Bay Ridge Post
of the American Legion, of which he was
commander In 1956-57. " * • Eliot ElUofon.
photographer for Life Magazine, has left for
Holl>'wood where he will be color coordinator
on "Bell. Book and Candle" at the Columbia
studio. • • • Richard Brandt, president of
Trans-Lux TTieatres. and Mrs. Brandt are
vacationing in Puerto Rico and the Virgin
Islands. • • • Ben Shlyen. publisher of BOX-
OFFICE, was in town la.st week from Kan-
.sas City. • • • James MacArthur. star of Walt
Disney's "The Light in the Forest," is on a
two-week tour of Mexico. • • • I*at Wayne,
son of John Wayne, is in New York for meetings
with Buena Vista executives on "The
Young Land." in which he stars. * * * Peter
Glushanok. documentary director and photographer,
will teach a class in advanced motion
picture direction at City College during
the spring term.
w
Sandra Dee. who will star with Rex Harrison
and Kay Kendall In MGM's "The Reluctant
Debutante." to be filmed In London, left
for E^irope Wednesday c29i, ' ' * Zsa Zsa
Gabor, who completed "Queen of the Universe"
for Allied Artists, got in from the
coast January 29, and Ruta Lee, who plays
In "Witness for the Prosecution," arrived Friday
i31i for promotion appearances for the
opening at the Astor February 6. * * • Pat
E-4
f9
Wayne, actor-son of John Wayne, is here
to publicize his "The Young Land." a Buena
Vista release His mother. Mrs. Josephine
Wayne, accompanied him. * * * John Saxon,
Universal's young star, is al.so In New York
for promotional activity for "Summer Love,"
II teenage musical. • * * Robert Ryan returned
to Hollywood Thursday i30i after
conferring with United ArtLsts executives on
"Crod's Little Acre." In which he stars.
»
Glna Lollobrlglda is the latest of the foreign
"glamor gals" to come to the U. S. to
publicize their American releases. She Is here
to attend openings of "Beautiful but Dangerous"
for 20th-Fox In Washington. Baltimore
and Boston and for the opening at the Mayfair
Theatre here February 5. Romy
Sclinelder. German star of "The Story of
Vickie." was here In January, and Maria
Schell. the much-acclaimed .star of "Gervalse."
will arrive from Munich in mid-February
to attend the opening of her first
Hollywood film. "The Brothers Karamazov."
at the Music Hall. Claire Bloom, al.so In
"Karamazov," stopped off in New York en
route to London to play in "Lucrece" on the
stage there.
Sloan Simpson. David Ford and Lee Jones
were added to the cast of "The Pusher,"
MIro Productions feature being shot on location
in New York and at the MIkaro Studios.
Sam Leve, theatrical scenic designer,
will design the sets for the Harold Robbins
production. At the Gold Medal Studios,
where Harry Foster Is producing "Let's Rock"
for Columbia release. Wink Martlndale.
Memphis dLsc jockey, has been signed for the
cast and Peter Gennaro. Broadway musical
choreographer. Including "The West Side
Story," has been signed to handle the picture's
choreography. * * • Ina Balln, who
.-scored in the current Broadway hit, "Compulsion."
left the cast to go to Hollywood to
make her .screen debut in "Black Orchids."
starring Sophia Loren.
After receiving the Burstyn Award for
Gervalse" Thursday evening, its producer.
Annie Dorfmann hopped back to Paris. • • *
Louis Novins, president of International
Telemeter Corp.. Is in town from Holl.vwood.
• ' • Touring the south in the interest of
"The Ten Commandments" Is Edward Chumley.
Paramount home office .sales executive.
• • • Kenneth MacKenna. MGM story editor.
A familiar scene for dritre-in owners! Sal Mineo in "Dino"
wot introduced largely at outdoor theatres, and its dark
filming caused many headaches Photo controsts paint
with Plost X Plate screens and may hove had a lot to do
with the success of this film's premiere
Wall Sfreeper, "309" manager, ot Springhouse, Pa said
,
'Dino' did big business with me, but I think the moin
reason was that they could see it" Walt headlines his
Plost X Plate screen on his programs, PA announcements.
A good meosure of patron reaction to your own screen is
to check on how "Sol" ond you mode out' How was it'
If your "gate" looked more like the dork holf of this
photo, we'd be very happy to give you the facts behind
twice (he picturt tor holt the cost with Ploil X Plate
Write today to GEORGE ENGLISH
PLAST X PLATE
IRWTN. PA
UA
Harry Goldstein to
In Promotion Post
NEW YORK -Harry Goldstein, veteran indu.stry
theatre and promotion executive, has
been named coordinator
of New York
campaigns for United
Artists. In the newly
created post, he will
work on promotion for
the opening of UA releases
In New York,
under the supervision
of Roger H. Lewis, national
director of advertising,
publicity and
exploitation. Goldstein
served with Brandt
Theatres for 24 years.
Harr>
Gold.st«in
arrived from the studio last week and will
stay until February 8. * * • Al Fitter. United
Aiaists western division manager, back In
town after a trek to Minneapolis and Kansa.s
City. • • • Charles Boasberg, Warner Bros
general sales manager, and Jules Lapldus,
assistant general sales manager, hit the trail
to Chicago. Cincinnati and Indianapolis last
week. • • " Leonard Pearlman. UA's manager
In South Africa, here for home office parleys
And Alfred KaU. the company's home office
foreign department executive, shoved off
for Central and South America. * • ' Rabbi."^
at two New York temples devoted their sermons
last week to "The Bridge on the River
Kwal."
Catherine Harbula. secretary to Nick Justin,
managing director of the RivoU Theatre, was
married Saturday i25i to Theodore V. Marslcovetere.
an engineer for Consolidated Edison
Ttiey are honeymooning in Washington The
bride has been with the Rlvoli since 1946
• * * Audrey Louise Aslrin. daughter of Neal
Astrin of the United Artists sales department,
has announced her engagement to
David Tell, a student at Columbia Law School
• * •
Newlj-weds Natalie Wood and Robert
Wagner left New York for Hollywood after a
four-week hone\Tnoon.
The eighth annual Communion Breakfas*.
for Catholic people in the motion picture Industry
was held Sunday i26i at the Hotel
Waldorf A.storla following mass at St
Patricks Cathedral. • • * Glna Lollobrlglda
Is due In town this week to attend the New
York opening of "Beautiful But Dangerous"
at the Mayfalr Tlieatre on February 5. She
al.so will attend openings in Washington.
Baltimore. Boston and Toronto. * * * Erin
O'Brien is In New York from Hollywtxxl.
Worldwide Coverage Set
For Fox Film Opening
NEW YORK HighllKhtji of the charity
premiere of "Beautiful But Dangerous" Wednesday
(5 1 at the Mayfalr Theatre will be
broadcast by the Voice of America to France,
Oermany, Austria and Italy. Celebrities, Including
Glna Lollobrlglda. will be Interviewed
ul.so by the Armed Forces radio network and
the "Monitor" program of the National
Broadca-sUng Oo.
MGM's recently purcha.sed novel. "A Time
lor Paris." Is a .starring vehicle for Debbie
Reynolds
BOXOmCE February 3. 1950

. For
SYRACUSE
T !»«•» SUU. fUic^hlp tjjrntn? of the Ixxa
circuit »lii-n I', ojirnrd In Frbnmry II'JH
wUl ob«*n-e It.^ 30tli annlvfrsao' *it^ '•>«"
oprnlns o' "Rnlntrrr County." accordlnK to
8«m Oilman. nmnaKfr For thrrf wcrlw.
Lopw's State lla.^ l>pfn attmctlng customers
with "Don't Oil Near the Water" ... At
Uwws Stnmd. "And Ood Created Woman"
Is in Its fourth week "Peyton Place" U
ItokUnc four neek.s at Schlne's Parantount.
TiM R*tenl Thealrr, .vjld to Symeus* UnlverMty.
»-«s cli«««l laat vn>ek "Darby's
.
R*n«ers." Sol SorkUi of RKO Kelth'.s haa arrmnced
for Explorer Scxnits to build a bridge
in front of the theatre under the marquee.
Sorkln. who was recently in Boston for a managers
meeHng. Is proud of daughter Lynnc. a
junior at Syracuse University, who made the
deans honor ILit Beginning Febrriary 5 all
RKO theatre managers will be trying for
11.750 to be dUtributed in 350 prizes for ways
to improve business Sorkln has special shows
planned for Saturday afternoons There will
be a rock "n" roll film show late Friday night
il4> and a special 30-cartoon kiddy show
rebniary 13 for the Lincoln's Birthday hoU-
Midtown Theatre, dark for a long time. Is
playing The Garden of Eden" . . . The Franklin,
a former neighborhood house turned art
theatre. U doing well with "The Devil's General-
BUI Shirley, press agent who claims
jrears well over three score and ten. distributed
a dividend "stock split" of 29 cents for
Christmas greetings Bill claims that he
mailed more than 400 of the greetings and
put $116 on deposit at the Marine Trust Co..
Buffalo, for those who ca.shed In. In Buffalo
they "ganged up" ^n BUI and cashed the
checks Others framed them as souvenirs.
The time limit U up The checks are not good
after February I
Robert Levitt, 47, Dies;
Was Once With Selznick
N"EW" YORK— Robert D Levitt. 47. former
CAslem director of advertising and publicity
for David O Sel/nlck and a Screen Gems executive,
was found dead .Monday i27i at hU
home at Ea.«t Hampton. Long Island He left
a not* addressed to "To whom It may concern
" Many bottles containing sleeping pills
were found in the house.
L«%-ltt. a former hu.'tband of Ethel Merman,
musical comedy star, was well known
•• a newspaper and teletislon executive He
was president of California National Prodttctlon.^.
TV film producing .luboldlary of the
National Broadcasting Co. He left NBC December
& last
He joined Selznick after the war and left
to rejoin the Hearst ne»%poper organization,
becoming a vlce-pre-ildent and director
He joined Screen Gems in 196S and left to
(0 with NBC He leaves hU alfe. Mrs Barbara
Kazanjlan Levitt: two brothers. Arthur
Lerttt. New York SUte controller, and George
Leritt. and two children by his maniage to
Ethel Merman. Ethel. 13. and Robert. 13
New Post for Al Sherman
:.i,v. \.).^: '.A- ;-.... ....--. r aii-
Amcncan Prcas. announces that Al Sherman,
publicist and witter, has been appointed executive
trade contact and feature writer
Sherman wiu head—M.irtlii l)avl» tlhlril (ri>m Irfli. Allied
ArlNIs flr|i.irlliiK ciNlrrii .i>l piih illrritnr. was hiuinrril b> .\.\ r\eiullvr» »llh a lunrheoii
at TiMitx Shi>r's. I'Uturrd hrrr wUh tlir »ur»t i>f Ixiiior are. left to rlxht. hooU
.Morry It. (Mildsleln. »lrr prrsldriit and erneral v.i|ps nutnatrr; KduartI Morry. vlrrl>rr%Ulriil;
Martin l>av»>.^ John < Ulnn. national ad-puh dlrrrlor; . Itltrhey. vI.t -prrslilrnt of \\ I'liiurr^ ( orp.
and prrMdrnt of \\ Iiilrrnatloiial (orp. \I>m> atlendlnc Ihr liiiirliron «ere Nei» York
r\p»uti>rs Arthur (.rr.nblalt. I arl lt

. . Phil
. . Maury
. . The
. Norman
New
. . The
BUFFALO
f^roTfe II. Mackrnna, manaKlHR dlrt'ctor of
B.iMl'.s Lafayette and active in numerous
civic affairs, has been elected to memben-hip
in the National Council of the USO Mackenna.
who Is local chairman of the USO.
will attend a meeting of the national body
March 5. 6 in Washinuton . Tcck.
Buffalo home of Cinerama, is continuing lis
presentation of the third attraction. "Searrh
for ParadUe." ihrouKh February. It orlginally
had been planned to fold February 1.
Tlie closing date has been postponed because
of many requests from organizations in western
New York and alcmc the Canadian border
that the showing be extended. For instance
the apparatus optical division of the Eastmaji
Kodak Co. recreation clubs of Rochester
has ordered all seats for the evening showing
on February 19. Teck officials said special
rates will remain in effect for large groups.
When Manager Lou Lrvitch of the Granada,
north Buffalo Schine community house,
announced that the long run of "Around the
World in 80 Ehiys," was to close January 29.
he received a landslide of reserved seat
orders and now the run will continue through
February 5 ... A tightrope walker may cross
the Niagara Palls gorge below the cataract as
part of a Columbia production. "The Big
Circus." In a letter to the Greater Niagara
Chamber of Commerce, the film producers
said the walker would make the trip in
safety. A wire from a helicopter and two
from both sides of the river would prevent
him from plunging 200 feet into the gorge.
Most of the shots would be made from a long
distance, not showing the wires or the helicopter.
Closeups would be done in the Columbia
HoUjT^'ood studios, using Niagaia
PalLs .scenes as a background. The company
must first obtain permission from the Niagara
Parks Commission in Ontario. Canada, and
the Niagara State Parks Commission in Niagara
Palls. N. Y.
It Is reported that Ployd Fitzsimmons. exploitation
representative for MGM in the
Buffalo. Albany and New England areas, has
severed his connection with the company
with which he has been a.s.sociated over 15
years . Engel, 20th-Fox exploitation
representative, was in Buffalo the other day,
assisting local Paramount Theatres executives
in advance promotion for "A Farewell
to Arms." which ha-s started a run in the
Center Theatre . Slotnick. former
co-owner and manager of the Cinema In
Rochester, has taken over the management
of the Astor In Syracu.se, which has been renamed
the Cinema and will be operated as a
.specialized film house.
The ZIff family of Fort Erie, Ont., across
the border from Buffalo, ha.s in.serted the
following notice In the Fort Erie Times Review:
"For thirty years. It has been our
privilege to serve you with wholesome family
film entertainment. We take this opportunity
to thank you for all those good years of
( IIK K TO (LINK —The Varirly Club
(if K'jfr.iln presented a check for $.50,672
In ll-.r riTctiral palsy clinic of Tent 7 In
the Childrrn's Hospital and the rehabili
ation center for children of the
Children's Hospital and the Crippled
Children's (luild at the iMh annual installalion-iliiiiier
the cither eveninK in the
Hotel Statler. In the photo. Mrs. Dudley
M. Irwin president of the board of manaeers
of Children's Hospital, is receiving
the cheek from Marvin Jacobs. riBht,
chairman of the club's heart committee
as Harold Bennett, outgoing chief barker,
looks on. It was the largest amount ever
raised by (he club for its charities.
friendship and patronage. With deep regret
we announce that about April 27. 1958, the
Parkway Theatre will close as a theatre.
Television and other forms of entertainment
have made it impossible for us to continue.
Plans are now completed for this fine building
which will become the Parkway bowling
center. Work will commence immediately
after closing, about April 27. and is scheduled
for completion about June 20. Tlie Fort
Erie Drive-In will continue to operate, and
we will u.se our years of experience and efforts
to bring to you the best of movie entertainment
there. A new policy for the Fort
Erie Drive-In will be announced later. Again,
thanking you, one and all, the Ziff Family."
H. H. Martin. U-I general sales manager,
and Pete Dana, eastern division sales chief,
were in Buffalo for conferences with Manager
Ike Erlichman and members of his staff
Dewey Michaels, who operates the Palace
in downtown Buffalo as a burlesque house,
has changed the policy for a limited time and
is pre.senting a screen attraction, "Garden
of Eden." The second feature is "Blonde Sinner."
E. A. Williford to Retire
As Link Aviation Head
BIiNCiHA.VnoN. N Y --K AliaJi Wllllford
has applied for retirement as president of
Link Aviation, a subsidiary of General Precision
Equipment Corp.. following his 65th
birthday. The board is expected to act on
his request early this month. He will continue
as a director of Link and probably of
other GPE subsidiaries. He Is a past president
of the Society of Motion Picture and
Television Engineers.
ALBANY
Qolosseum Lege 24 held a meeting late Mondiiy
afternoon at which Ralph Rlpps
MGM. was admitted to member.ship and
o;hcr business was transacted 20th-
Fox exchange has
.
mapped an all-out effort
for the Alex Harrison testimonial drive March
2-29. A Fox picture on every .screen is the
goal
. Weltman. U-I manager,
huddled with James Benton, head of Benton
Theatres, and Frank Williams, booker, in
Saratoga.
.Mark down .Monday as a red letter day on
Filmrow It went into the records as the
first time Sid Kallet of Kallet Theatres.
Oneida, had visited a local exchange In many
months. Kallet and his nephew Bob. .son of
Myron "Mike" Kallet. checked into the Columbia
branch and went next door to attend
a preview of "The Bridge on the River Kwal ."
Among others viewing the film were Ella.s
Schlenger. Fabian division manager, and
Irene Econome. Fabian booker: Sylvan Leff.
operating theatres in Utica. Watertown. and
Pittsfield, Mass.. and Mrs. Leff: Leonard L
Rosenthal and John Capano, Upstate Theatres,
Albany: Alan Iselin, of)erator of Auto-
Vision. East Greenbu.sh: Bill Barrington.
manager of Neil Hellman's Turnpike Drive-
In. Westmere.
Introductions to exchange personnel and
a luncheon with area exhibitors highlighted
the first visit to Albany of H. H. "HI" Martin
as U-I general sales manager. Martin, accompanied
here from Boston by Division
Manager Pete Dana and District Chief Joe
Gins, is making a swing of eastern branches.
They played host at a luncheon to Ellas
Schlenger. Fabian division manager: Leonard
L. Ro.senthal. counsel and adviser on film
buying to Upstate Theatres: George V. Lynch,
chief buyer for Schine circuit, GloversvlUe:
William Kraemer. Schine head booker: Neil
Hellman. Hellman Theatres: Alan V. Iselin.
son-in-law of Hellman and operator of Auto-
Vision. Ea.'t Greenbush: Alfred Swett. manager
of the Stanley Warner Strand: Sylvan
Leff. of Highland and Rialto. Utlca. Town
and Black River Drive-In. Watertown. and
Pltt.sf.eld Drlve-In. Pittsfield. Mass.
Exhibitors Give Statue
Of Moses to Hofstra
NEW YORK—Dr Jack T. Johnson, vicepresident
of Hofstra College, will accept a
reproduction of the Michelangelo statue of
Moses fr»m a group of exhibitors Thursday
i6>. Among the exhibitors will l>e Max
Cooper. Cove Theatre. Glen Cove: Owen
Kaufman. Huntington Theatre. Huntington:
Herman Plcken. Rialto. Patchogue. and Harry
Blrkmier. Regent. Bayshore. all of whom are
in the Na.ssau-Suffolk area.
A plaque at the base of the statue will
credit the college with a spirit of tolerance,
and mention "The Ten Commandments'"
Aon/tCiO^
•OONTON, HM.
Larg* Cor*
Or«at«r CroUr Area
MAXIMUM UOHT
in New York— EASTERN THEATRE SUPPLY Co , Inc. Buffalo—
Mohawk 0001
NATIONAL THEATRE SUPPLY. Albonr--5 1479
SUN CARBON Co .
York Cifv—Circle 6 4995
E-6 BOXOFFICE February 3. 1958

. Alden
. David
. . Joe
Paul
Bonjour
. . Joseph
Tlie
Jean
PITTSBURGH
T lit Jay Sllvpr, wUe o( M. A. Silver. SUnlry
Warnrr Ilifntrw" Ptttabunth «onc niMi-
•(rr and nu-mbcr of bo*rd of directors. hu»
ju»l had her first novel publLslied. "Sliudow
on the Sun " Tt\r locale of the stor>' is Cuba,
where Mr. Silver has been a frequent vacation
visitor with her huslwiid. Tlie romantic
adventure of a mother uiid her lovely
daughter. "Shadow on U»e Sun" Is published
by Duell. SJoun .V Pearce
Waahlnfton Theatre. S«tsjivale. which hud
operated a weekend show for a long period,
fmally went dark nltoRether 20th-Fox
tradescreened 'A Farewell to Arms" Wednesday
afternoon aiid It's good to have the son
of the late L. J Selznlck back in harness
. , SW yttms to have closed Its Clark bulld-
Inc screening room, with Joe DeMnnn laid
. . .
off his long time Job as projectionist
Marco Ranalll. Route 8 outdoor exhibitor,
recuperating frum pneumonia, planned an
early vacation with Mrs Ranalll in the Sunshine
State of Florida.
A. Fred Setrao. who ha* been In the the-
. . . Jackie
.
atre business at New Kensington all of his
business life, has Joined the Glenn Bulck
•cency there as a salesman
Loughery. former Miss USA., was In Erie
for the opening of Dghteen and Anxious"
at the Colonial Theatre Hanna,
Co-Op tKtoker. rested at home after being
discharged from Shadyslde Hospital where he
underwent surgery .
C. Silverman.
AA mwiger who is on tap as Variety Tent 1
chief barker for 1959. accepted an award
for the club for iLs services to the handicapped
at a dinner of the Allegheny County
chapter of the Perosylvanla Ass'n for Retarded
Children . Phelps. Waterford
ou'.door theatre owner and Erie County
Democratic chairman. Ls Imlng up support for
U. Gov Roy E Furmans bid for the Democratic
gubernatorial nomination.
Tries to Rob Cashier
A.MBlUDciK. i'.\-A vuuii.iul hoodlum
made an unsuccessful attempt to hold up
Henrietta Kokoski, cashier of the Ambrldge
Warner Theatre Described as blond, skinny
and young, the bandit had a wave In his hair
and wore a zipper Jacket and levls. He had
been watching the theatre a half hour before
maku^ a bold attempt to rob the boxofflce
A note, shoved through the window aperature.
directed that the cashier "turn the money
'
over to me At the same time the bandit
kept a hand In his pocket as If to pull out
a firearm The ca.shler buzzed the office
upatair* and the frightened fellow lost his
nenre and made off toward 7th street. The
Kokoakl girl was so overcome by the Incident
that she was relieved of her duties and
Dorothea Hitler, assistant manager, took over
duties (or the remainder of the evening The
holdup attempt w-as reported to police by
Joseph Zazaaro. manager of the Ambrldge
Theatre
Leaves Theatre Business
}iA(.i:-.;_i;u'W.'.. .\::j v. .....i::. :.> jrjtncs.
manager of the Hlway Drlve-In ea-^t of here
for the last eight yearn, haji re.^tgncd and haa
moved to Lynchburg. Va . where he plans to
opermte a restaurant which Is under conitnictton
Ed Ritenbaugh Stricken;
Good Friend of Industry
l'rri"SiHUKt.iH Till- nintloll I>HlUir lllilll-
Iry tirir lost Its bplaying a two-column
motion picture still reproduction, with a
single column or a thumbnail cut of a star
with appropriate copy. He staged a thousand
parades of kiddies marching to local theatres
as guests, all with banners and Identifications
for those who viewed the street
exploitations, plus his newspaper articles regarding
announcements of Uieatre parties,
benefits, appearance.s. formation of new Seek
Hawkins chapters, birthdays, anniversaries,
etc. He always kept the kiddies in line and
in good behavior at a par.^de or theatre or
at a sporis event or picnic.
Ritenbaugh visited Hollywood regularly
and was photographed with as many stars
as he could line up. using these photos in
hiS column at the time of local release of
a new picture with the particular actor,
actress, producer, director, etc.
BALTIMORE
t eo Back, head o!
Home Theatres here, was
host to his brother-in-law. Jeff Hofhelmer.
a Norfolk exhibitor, here on busine.vs.
Back ha.s been named by the National
Council of Christians and Jews as chairman
for Brotherhood Week (or Maryland The
special week will be held during this month
Lou fiaertner and Gordon Contee. head of
Rltz Theatres, hosted a dinner (or John O'
Leary. local 20th Century-Fox salesman being
translerred to San FrancLsco. Almatt
every .salesman of the Baltimore film market
attended Ira Sichelman. aoih's manager,
came over from Washington. So did Jack
Kohler of the Wa-Miington ofdce liuidor M
Makover. owner of the Edmondson Village
Theatre, alio wa.s present
Maurice llrndrlrkv former film buyer for
the Hicks-Bakrr Theatres, is nou manager
o( the .Met George l^', 1st for
Schwaber Theatres. mKvd
:•
' from
duty becauA* of the grHn>e Bill Myer.i.
owner of the IVI.uxr wa.v in Pix-orn'ikr City
on buslneM
PHILADELPHIA
. .
T^u^lllg hU one-day visit to Philadelphia.
James Chinirr. star of Warner Bros.'
"Darby's RaiiKers." made 11 guest api>earunres
on radio ond U-levUlon. Including two
national .shows. Dick Clark's Bund-sUind program
(rom WFIL-TV and Don McNell'i
Breuk(ast Club tm ABC radio . . . The Pell
MarUa
Bros.' Casino Tlieatre was closed
Alla.sio. new Italian discovery, was In town
on a publicity tour for "The Seven HIIU of
Rome, " In which she .HUrs with Mario Lanza
l.«wln Plior'» Cedar Theatre is running on
weekends only . AmbiLvsador has been
closed . Farrow, long time MOM employe,
died .
Lombardl has taken
back the Comeo Theatre .
Seberg was
taken around town by the press agents to
'
promote Triste.sse "
. .
Abe Sunberg'N Strand Tlieatre Joined the
list of Negro neighborhood theatres playing
stage shows on weekends. The first attraction
was Prince Donnell's West Indies Review,
featuring rock 'n' roll, mambo and
calypso entertainers . Charlie Judge, manager
of the Trans-Lux Theatre, was hospitalized
at the Woman's Medical College.
TV Won't Destroy Picture
Business, Says Actor
.NEW YORK I'l ;>M-^i'n wciiit destroy the
film business, provided you have a fine motion
picture, any more than the talking pictures
or radio replaced the legitimate theatre—even
though theatrical producers were
ready to throw up their hands in the early
1930s." In the opinion of James Robertson
Justice. J. Arthur Rank's bearded and colorful
character player. Justice arrived (rom
England January 28 to act as "goodwill ambassador"
(or Rank and to promote bis
"
"Campbell's Kingdom in the U. S.
Justice will meet the press (or Intervlewa
and radio-TV appearances In Detroit. Chicago
and Minneapolis before going to Portland.
Ore., to attend the opening of "Campbell's
Kingdom" there Februao' H. followed
by Seattle February 12.
Boardwalk House to Be
Legitimate Showcase
PHILADELPHIA
Lawrence Shubert Lawrence.
a.s.soclate director of the Shul)ert Theatres
here, announced this week that the
2.400- .seat Warner Theatre on the Boardwalk
in Atlantic City. N. J . will become a leglUmate
theatre in September.
Lawrence as an Individual, together with
Michael J. Fiore. president o( the Atlantic
City Chamber of Commerce, and George
Hamid. owner of the SU-el Pier, will be the
operators.
About MO.OOO will be spent to remodel the
theatre so that either musicals or dramatic
plays can be presented. Lawrence said the
name of the house will be changed to the
Shubert and the opening show will be • hit
miulcal now appearing on Bro«dw«y
RCA SERVICE COMPANY INC
210 12 North 12th Srrcai
ritilodelpliio. ta RiltmkouM ^IHt
BOXOrnCE FebruAry 3. 19M E-7

: i»m
^(xacUa ^efront
RN EXTHAOKUINARY >tuteinent wu.s lisuod
by Associated BritLsh Picture Corp.
Bbout the future of Robert Clark, who for
the la.sl 12 years ha.s acted a.s the director
of production for El.stn'e Studio.s Tlie .statement
.^ald: "In order to free Mr. Robert Clark
for other Important work In connection with
the future development of the corporation,
the Board of ABPC has decided to relieve
him of his executive re.spon.siblllties at Elstree
Studios. Mr. J. R Wallis will be the executive
In charge of the .studios, under the direction
of the managing director C. J. Latta."
Up to the time of writing no one has yet
decided whether this is a step upwards or
not for Clark, a millionaire in his own right.
No one was talking: neither C. J. Latta.
Clark, nor his successor Jimmy Wallis, but,
obviously, a statement Is expected shortly
defining what actually is the nature of "the
other important work in connection with the
development of the corporation."
• • •
Is the British film industry alive to the
new gimmiclo- that interest milliotvs of folk
in this country, or is it out of step with such
modern trends of mass marketship? Jack
Prendegast, chairman of the Leeds branch
of the Cinematograph Exhibitors" Ass'n and
a leading British independent exhibitor,
thinks so. He wants the industry to unite
in a series of nationwide selling campaigns,
including weekly giveaway prizes. "With each
cinema levied at £1 per week, this would enable
cinema owners to spend .something like
£4,000 in cash prizes, and many of the advertisers
on commercial television would be
switched to active participation with a
planned .scheme embodying every cinema."
Prendegast believes his scheme would receive
the support of both the British and
American renters, and of the latter he says,
"I am satisfied that those alert enough on
the American side of the industry would
willingly allow the cinema contributions of
many cinemas as a first charge in an effort
'o bring our patrons back to the cinemas."
Bearing in mind the millions of pounds
.^pent each week by hopeful Britons trying
to gamble on the results of the national
football teams, Prendegast has an idea that
might eventually capture the imagination of
the public—provided there are sufficient good
films to back up the campaign.
• • •
Big Mike Frankovlch is never at a loss in
thinking out new ways of .selling pictures or
of keeping his staff conscious of the need
(or .'.howman.shlp. But last week the bo.ss of
Columbia Pictures excelled himself when he
brought all the trappings and trimmings of
the Wild West to London In connection with
the new Glenn Ford Columbia production
"Cow Ixiy "
All :idlng the premiere had been
reque .re themselves In cowboy costume,
and practically everyone answered the
call, even the Fleet Street photographers
hired the Wi-.'.tern shirts. Jeans and holsters
(or the evening, while Frunkovlch's fellow
rciitcrs like Jimmy Carrcrft»i, Nat Cohen,
M ,, I. .-..r Scott, looked like a trio of authen-
'
any cowboy feature. The stars,
i,i Ken More, Roger Moore. Hu.ss
Tamblyn, with their cacorl« arrived as per
By ANTHONY GRUNER
lUbU-uctioiLs. ai did the .society representatives,
the Duchess of Argyle. Lord Londonderry.
Sir John Rothen.steln. Afterwards they
were entertained at the most fantastic Western
parly ever held In the West End.
For the night, Big Mike had Uken over
The Pigalle restaurant, and had turned it
into a Wild Western "gambling saloon." except
that there were no tables for cards, only
drinks and fried chicken and beans, southern
style (300 chickens were flown over from
Texas for the occasion, as were the beans i.
With Woolf Phillips and his band, a square
dancing demonstration from teenage employes
at the American Emba.ssy, and a saloon
bar over which 30 men had tteen .shot, including
the deadly Johnny Ringo (this also
had been flown in from Texas i. Frankovlch.
his friends the stars, and the press, had
themselves a ball.
The press went wild about it and claimed,
quite truthfully, that it was the wildest, happiest
and most humdinging party since
Michael Todd took over the Festival Gardens.
• • «
For a long time it had been difficult to
persuade makers of new British films to
thow extracts of their features on television.
The reason: the producers feared that under
the new Finance Bill relating to the British
FUm Production Board, the E^dy earnings
of their product might be prejudiced, if a
portion of a feature film was first shown on
television.
Last week the Board of Trade clarified the
position with a new Draft Order .stating that
any number of excerpts of a film might be
shown on television without the feature being
disqualified from benefit, provided that each
excerpt did not exceed five minutes. Thus
producers wishing to use extracts on TV to
exploit their pictures, need not fear that
the British Film Fund Agency will take any
of their much-needed lolly from them.
• • «
Fred Feldcamp is in the news again. The
man who formerly produced The March of
Time, and later in Britain "The Silken
Affair" with David Niven for RKO release. i.s
to make the "Eddy Chapman Story." the
true life story of the British safe-cracker
who managed to spy for England during the
last war and yet make the Nazis believe he
was working for Germany. Feldcamp says
that he will make the picture early in the
new year, either in Britain or on the Continent,
James Nolan, former TWA executive,
will be associated with him In tills newventure.
• •
In town last week arrived Lee Tmver. Walt
DLsncy's casting director In Hollywood, who
starts the search for a complete cast of top
players for "Darby O'Glll and the Little
People." the leprechaun which goes Into
production this year. Following him shortly
IS Walt DUney with Robert Steveii.son. who
will direct the film, to lest Uic lineup of
talent. They must all be Irish— that Is the
addlctum of Disney, who has been working
on this story for years, and according to his
London head office Is at hust all .set to produce
the story of Darby, the story-splniilng
shanachle and his adventures and experiences
with the King of the Leprechauns
Japanese MPAA Head Host
To MPEA Members in N.Y.
NEW YORK The vital role motion pictures
play In bringing about a better imdersliuiding
l)etween nations was stressed by
Shlro KIdo, president of the Motion Picture
Producers Ass'n of Japan, in addre.ssing a
luncheon meeting of the Motion Picture Export
A.ssn of America at the Harvard Club
Monday (27).
Kldo paid tribute (or himself and the entire
Japanese Industry to Eric Johnston and
Ralph Hetzel for "their unceasing efforts to
bring all of us Into clo.ser accord." He also
expressed his appreciation to Hetzel. who
presided over the luncheon In Johnston's
alxsence. for the manner in which MPEA
and Its producer- members had extended
their cooperation in the form of comments
and suggestions about Japanese film.-., which
had enabled Tokyo's producers to tailor their
product for wider American theatre acceptance.
Speaking for the MPEA. George Weltner.
vice-president in charge of world-wide distribution
for Paramount, welcomed the official
delegation to Japanese Film Week and
wished Kldo success in promoting Japanese
films.
Others attending the luncheon included:
Norton V. Ritchey and Keith Goldsmith,
Allied Artists: Stanley Schneider. Columbia;
Ronald Carroll and Seymour Mayer, MGM;
Barney Balaban. James E. Perkins and J.
William Piper. Paramount; Robert Hawkinson.
RKO; Emanuel Silverstone. George
Elener and Sam Burger. 20th Century-Pox;
Arnold M. Picker. Louis Lober. United Artists;
John J. O'Connor and Ben Cohen, Universal-
International; Max Greenberg, Warner Bros.,
and George Vietheer, MPEIA.
The second part of Japanese Film Week
at the Museum of Modern Art began Wednesday
(29 1 with the showing of "The Temptress."
a wide.screen color feature, and "The
Crying Whales" from Nikkatsu Co. "Story
of Chikamatsu" and "The Roof of Japan,""
made by Daiei Co., were shown January 30
and 'Untamed Woman" and "The Nature
of Hokkaido." made by Toho Co.. were shown
January 31.
Miro Productions Formed
To Make Films in N.Y.
NEW YORK—Harold Robbins. who recently
completed "Never Love a Stranger""
in New York for Allied Artists release, has
formed a production company with Gene
Milford and Raymond Scott under the title
of MIro Productions, Inc.
Arriuigements have been made with Mlkaj-o
Studios and M.K.R. Films for production,
editing and .scoring facilities in New
York. Miro's version of "The Pu.sher," from
the novel by Ed McBain. went before the
cameras January 15 with Felice Orlandl,
Douglas F. Rodgers and Sloan Simpson featured.
MlKord as director and Robbins a«
.scenarist luid producer. Scott will l)e background
composer. Allied Artists will distribute.
In addition to Milford. who Is president,
the other Mlro executives are: Robbins. executive
vice-president; Sid Kati and Ralph
Ro.senblum of M.K.R. and Scott as vice-presidents.
Arthur D. Gordon, treasurer, and Max
Splvak. .secretary and general coun.sel.
Sub.vquent productions will Include: "Rock
and Rock. " a nuislciU to star Bill Hayes, and
"Never Leave Me." from a novel by Robbins.
E-8
BoxorricE February 3, 1968

AND VIEWS THE PRODUCTION CENTER
HcUiwood Office— Suite 219 at 6404 HoUvu\K>d lllvd . tvan Sptar. Western Managcn
Premiere of 'Passage'
Is Held at Portland
! Al•l^^.^ "Oregon
Hi : ; vui '. '
went into relraae January 32 with
t coast premiere in PorUand. and
sunulljtneous openings In 15 other theatres
in the Pacific northwest and a multiple house
opening in San Diego.
John Erlcson. Lola Albright. Edward Piatt
and Tom Gerr>- star In the film produced by
Undsley Parsons and associate John H. Burrovs.
• • •
Seats at the March 20 premiere of Perlber«-Seaton's
Teachers Pet" at the Hollywood
Paramount will be awarded to 50 winners
of a scholastic essay contest on Journal-
I'm. sponsored by the Greater Los Angeles
Press Club. The press club's "8 Ball" Foundation
will also sponsor the premiere, part of
the proceeds of which will be used to establish
Journalism scholarships at two universities
in the LA. area.
• • •
David O Selznlck'.s "A Farewell to Arms"
»tU open in Europe Easter Sunday In 250
situations in eight countries. Including England.
Prance. Italy. Portugal. West Germany.
Norway. Denmark and Sweden. 20th-Fox,
distributors of "Arms." will utilize the simultaneous
road show plan throughout Europe
for the film, which was successfully orlglnaicd
here.
• • •
LOS ANGEIJS— Police Science Productions
announced the forthcoming release of their
first feature length production. "The Narcotic
Story." with veteran film dLstrlbutor
Harry Stem cloAlng the deal for exclusive
world .^es and setting the film for local
first run In five United Artlsta circuit theatres.
Produced and directed by Robert Larwn.
the film deals with the exposure of teenagers
to marijuana and heroin pushers, and has a
foreword l>y both State Attorney Edmund
"Pat" Brown and Senator William Beard.
Chairman of the Interim Committee on Narcottea
• • •
South Pacific" has been set by 30lh-Pox
•.-> the Baster attraction at the Egyptian
Theatre, opening the first two weeks In April
"^r world premiere of the Mllzl Oa>-nor-Ro.«-
rto Brazil starrer will be held March 19
•> the Cnterton Theatre In New York
Pay for Extras Up; Also
Hike Actor-Singer Base
HOI l.VWi K 11) .A- o[ .l.iiiu.ii;. 30. the
minimum \vuKf> u( fxtrii pluycrs wa.s uutomuticully
Increivsi'd 2'v per cent. In nccorduncf
with the Screen Extras Guild's collective
bargaining ngreemeiil with the motion picture
producer.^, signed In 1956. H. O'Nell Shank.s.
executive secretary of the guild, said this
increase brings minimum dally rates for extra
players to the following figures: General
extra. $2205: dress extra. $29.04: stand-in.
S20.43: silent bit. $61.33.
• • •
Salary minimum for actors and singers employed
In theatrical pictures under the basic
agreement between producers and Screen
Actors Guild was automatically Increased
February 1.
Day player minimum will ri.se from $80
to $90 and the weekly minimum for freelance
players and multiple picture players will go
from $285 to $300 The minimum for .singers
mouthing back to playbacks will increase
from $50 to $55.
Other improvements In actor conditions
which took effect on the same date raise
the "money break" figures In the various
-schedules of the basic agreement cm follows:
for weekly actors, stuntmen. singers and multiple
picture players, from $1,250 to $1,500:
for term contract players, from $600 to $750.
The principle effect of this change Is to
increase the number of actors eligible for
overtime pay and other premium benefits
provided In tlio cKntrnri
Producer Supporl
At Brussels Urged
HOLLYWOOD With rejiorts reaching Clnemavllle
that the United States film Industry
prestige Is at slake and Ru.vsla Ls Intensifying
Its efforts to become leader In the motion
picture buslne.ss. producer-director Roger Corman
advocated film industrj- participation In
the festival to be held In connection with
the Bru.s-seLs world"s fair.
"This time the American film industry
should participate with at least six of lt«
fine.st productions, chasen by a representative
committee." advl.sed Comian "Past film festivals
have been flops because they were not
supported by the Ass'n of Motion Picture
Producers With national and international
film industry standing lower than ever, the
association should approve the Bruv.elLs fair
and make an effort to advance the American
feature as an art form.
"Our participation." Corman continued,
"would be good salesmanship for our country
and our Industry. We should send top
stars and top production representatives to
be present. The fair gives us the opportunity
we need to show that our motion pictures
are a major asf>ect of western culture."
• • •
"The Liing. Hot Summer." Jerry Wald's
production of William Faulkner's novel, has
been selected as 20th-Fox"s entr>- for the 1958
Cannes Film Festival. The picture stars Anthony
Franciasa. Paul Newman. Joanne
Woodward and Or-nn Welles
Manager Auton la Papa
HELENA. MONT— Mr and Mrs James
Auien became parent* of a baby son rrcenUy
Autcn is the manager of the Marlow Theatre
here
\\\ \ltll TO Jtltlt^ \\ \l.i)— Thrrr nipmlxr* nf Ihr ( i>«lumr l)i-»lcnpr» «.ulld
are »h"»ti prrwiillm iOthl-iix' i'rodurrr Jrrt» Wairt »Uh » pUqur hutinrinc him (i>r
ronllnurd and vignlflrant rrrucnlllon of thr Impi.rtanrr nf rnvlumlnc In mi>l|on
plrlum. l-rfl to ritht are; llnward >hiiup. culld pre^ldmt Wild Mjr> Willi. »nd
( harle* I^Malre
BOXOmCE February 3. !»&• W-1

Screenwriters Pick
Besl Writings of '57
HOLLYWOOD— Nomination blanks for the
tenth annual screenwriters awards were
mailed out to members of the screen branch
of the Writers Guild of America West, according
to general chairman Allen Rlvkin.
As in the past there are three categories:
Best Written American Comedy. Best Written
American Drama and Best Written American
Musical In addition the executive board
of the branch will name a winner of the
Laurel award given yearly for the most valuable
writing contribution to the Industi^
over a period of years.
Announcements of the winners will again
be made at the annual awards dinner and
show March 12 at the Moulin Rouge restaurant.
• • •
Cases of speculative writing charges involving
several television producers, as reported
by a number of Writers Guild of
America West members, were reviewed by
the television-radio branch's committee on
speculative writing.
Embarked on a vigorous campaign to eliminate
this situation, the committee has before
It a twofold program; ili to gather evidence
of violations of this type as a basis for
charges it will process against producers, and
i2i to translate its findings into contractual
preventives to be written into the minimum
basic agreement when new negotiations are
begun.
• • •
Michael Franklin of the legal staff of Paiamount
Pictures was selected to succeed Frances
Inglls as executive director of the Writers
Guild of America. West. Edmund L. Hartmann.
president, said the appointment, made
by the council of the guild, will go before the
membership for ratification at a general
meeting February 13. Ml.ss Inglis. who resigned
six weeks ago. will work with Franklin
until her resignation ukes effect March 31.
• • •
Announced by the Writers Guild as erroneous
was the recent report that writer employment
In the major studios has dipped
since last October for a record low. According
to the guild's records, tmsed on official
figures of employment reported to it by the
various major studios, only an 11 per cent
drop since October Is listed.
J. Leslie Swope, 73. Killed
In Automobile Crash
Loo A.SUKLt.-v -J Lr.Hf riA..p»'- '?3. wa.-^
killed in an automobile accident near Newhall.
Calif, Friday I1' riii C'Vclu Tlicatre
here has been reopened for two nights per
week. Saturday and Sunday, by Mrs Harold
C. Tuttle. mnna«er The house had been
cloMrd for three week.n while Mrs Tultle
imd her three children varatlonrd
Shown above are the srripter. producer
and director of >I(iM's "Les Cirls." voted
by the National Screen Council as the
best picture released in December. Top
photo. John I'atriik scripter. is shown
receivlnB his BOXOI'KU K Blue Kibbon
plaque, (enter. I'mducer Sol ('. Siegel.
is seen admiring the Blue Kibbon award,
the sixth he has received. Bottom: I)irrcliir
(leorge Cukor became a seventime
honoree of the BOXOh'KICF, award
with presentijtion of the plaque for "Les
Girls.'
Clark Ramsey Appointed
To MGM Studio Ad Post
HoI.I.VWUKU rill' .iijpuintnifnl ol Clark
Ram.sey to the newly created post of MGM
studio advertising manager was announced
by Howard Sirlckllng. Ram.sey has resigned
as executive assistant to David A. Llpton.
vice-president In charge of advertising, publicity
and promotion at U-I. the post from
which he has directed UnlversaJ's advertising
activities for the liLsl six years.
As MCrM studio advertising manager. Ram-
.sey will be directly responsible to StrtcklliiK
in coordinating the company's newly announced
plans for original advertising from
the we.tt coast studio.
Million Dollar Year
ForMGMTeleburbs
HOLLYWOOD — Accordmg to Virgil E.
•Buzz" Ellsworth, director of MGM-TV's
commercial and Industrial division, the
studios teleblurb operation will gross better
than $1,000,000 for its first year ending February
15 and will better than double lus figure
in its second year.
Ellsworth said that the department—by the
end of lUs initial year's operation— will have
filmed 450 one-and-lwo-mlnute spots for 75
advertising agencies and clients, in both black
and white and color. He predicted that the
television commercials will follow the general
TV trend— from New York to HoUj-wood.
especially now since the major studios are
available for this type of shooting.
• • •
TTlic Milner Bros., theatrical film producers,
will make their initial teleplcture sUrt with
a series. 'Amazing Adventures of My Dog
Kelly." written and financed by Harold Sherman.
Jack Milner will produce and Dan
Milner direct the scheduled 13 segments to
star Kelly, the canine thesp which appeared
in U-Is -Kelly and Me."
• • •
Action was taken at a meeting of the board
of directoi-s of the Screen Directors' guild regarding
the sale by Republic of post-1948
films. The first step towards protecting the
rights of directors in these films las indicated
by earlier settlements by Republic,
RKO and Warners) was a demand to Republic
to furnish aJl titles they intend to release
to NBC, the names of the directors
whose interests are in jeopardy, the salaries
paid each of these directors and running time
of such films.
The directors are Inviting the writers and
actors guilds to join them in discussing the
rights of the talent guilds in post-1948 films,
with a view to presenting a united front Individually
and collectively.
Heilman Forms Company
To Lens Todd-AO Epic
HOLIA'WOOU Producer Claude Heilman
announced the formation of Vintage Productions,
wlilch plans to produce a $3,000,000
Technicolor epic entitled "This Earth Is
Mine." in Todd-AO this .summer Heilman.
28-year-old former J. Arthur Rank as.soclate
and Grauman's Chinese Theatre manager,
will produce the film from Casey Robinson's
script of the Alice Tlsdale Hobart novel. "The
Cup and the Sword." Robinson will co-produce.
Negotiations are now on with Todd-AO
President George Shaefer for "This E^th
Is Mine" to run in 66 Todd-AO theatres In
the U. S. and In 12 overseas, following the
run of "South Pacific." A March 1959 global
day-and-date roadshow engagement will be
arranged, with first-run release slated to
follow In 1960
The film will be Hellman's first production,
and he has opened offices at the Goldwyn
Studios.
Manitoba Poll to Tony Curtis
HOLLYWOOD T^ony Curtis was notified
that he has been cho.sen winner of the Teen
Club favorite actor roll for 1957 In a survey
sponsored by radio station CKMD In Manitoba.
Canada.
W-2 BOXOmCE February 3. 1958

February
Oscar TV Sponsorship
Endorsed by SIMPP
HOLLYWCKJU Willi the Aoudriiiy niimin«tlon
poll.1 ckxird itt mldniKht Saturday il'.
and with minouncrinpnt o( thr iioinmccs to
br m»dr FVbruno" 17. exclt*tnpnt Is mountliiK
ttradtly m cinpmavillf over the upcominR
30th annual Ocar awards.
This week the Society of Independent Motion
Picture Producers went on record endoriunx
.•sponsorsJnp of Uie Academy Awards
televuMon proeram. and concluded that Industry
sponsorship Ls particularly appropriate
and timely tjecause it will project the Industry
in a most favorable lifcht to the public
when It Is untrnUy needed.
Meanwhile, it was dUicloMKl by the Academy
that more than three-fourths of the
411 feature films ellKlble to compete thU
year were distributed by the ten major companies,
with the remalninn one-fourth released
by 3-t Independent distributors United
Artists with 53 has the highest number of
features eligible: 20th-Pox Is a close second
with 52 Columbia is third with 42 and U-I
founh with 41 MOM has 32; Allied Artists.
31. Warners. 26; Paramount. 19; Republic,
19. Buena Vista, three.
Of the independent film companies. American
International has 16 features; DCA. IS.
and Rank Film Distributors of America. 11.
tXher dutributors are: Times Film Co. 4:
Janus Films. 4; Kingsley International. 3;
Harrison Films. 3. The following released two
fllnv* each: Louus DeRochemont Associates.
~ roll Pictures. Howco. Union Film Dlstrlb-
-. Trans-Lu.x. United Motion Picture
OrvianUations. EHlts Films. Continental Distributors.
7^}paz and Excelsior. One film
each was distributed by Cinerama. William
Home. Joseph Brenner Associates, Tudor.
Visual Drama. Trans-World. Cavalcade. Mayfair.
Eden Pictures. Motion Picture Distributor.
API. Luzon. Jo.seph Burstyn. Associated
PUm Releasing. IFE. and Patric Film Co.
'Red Mill' TV Production
To Be Fred Coe's First
H< >U i;-.: C- ;^nment
under his exclusive OBS-TV contract
as a producer will be Victor Herbert's operetta.
"The Red Mill " The hour and a half
magical w-tll be the DuPont .show of the month
April 10 Coe's first theatrical feature. "The
Left-Handed Gun." will soon t>e released.
SBC-TV has been partly relieved on the
April 15 telecast of the Emmy awards, with
Proctor Ac Gamble buying 45 minutes of the
lelerLilon Industo' show. The length of the
procrmin depends on the network signing a
iponaor to match the P*0 order With another
sponsor, the show will run from 10 to
11 30. otherwise It will end at 11.
Joseph Schildkraut Gets
Role in 'Diary of Anne'
M« »i.i.'i 'A I M liv
:
K''' 'M' iiik' uir role he
played on Brondwuv J'v,r;)h Schildkraut will
•May the par*, of Annrs father In the ,»creen
version of "The Diary of Anne Frank." for
aoth-Fox.
The film. sUtcd to roll MArch 3. U a
Oeorge Stevens production and will also .tt«r
Mllly Perkins and Shelley Winters
WITH
Ix'tler-late-thun-never vlin and
vigor. Duke Wale>. .secretary of the
Publicity Directors Committee of
the A.vs'n of Motion Picture Producer>. and
his milquetoast minions galloped off In all
directions at the .same time planting a yarn
designed to prove that picture making would
be carried forth at a lively clip during 1958.
The Wale.slan release wa.s in effect a compilation
of the prevlou.sly -announced production
plan.s of Hollywood's product .sources.
Patently, it was de.slgned and timed In an
effort to counter the Idea that the film
capital Is approaching It.s deathbed, which
belief Ls not uncommcn us a result of the
widespread coverage accorded recent predictions
of paralysis emanating from the
chronic viewers with alarm Nonetheless the
handout was pral.seworthy for lis assiduity,
however belated. It would have been far
more impressive, however. If the rea.sons for
Its creation were not so shrleklngly transparent
to ob.ser\ers of the Cinemania .scene.
And what W'a.s It that Jarred Wales and
his staff out of their customary do nothinglethargy?
When Chicago .showman Edwin
Silverman opined that within six months
every Hollywood film foundry with one po.ss!ble
exception would be shut down, the press
gave unusual recognition to the prediction
and comparable doleful deliberations by other
disciples of defeat. Certainly this relegating
of the mighty motion picture industry to the
business obituary columns was further injurious
to the always-vulnerable, overall public
relations of the trade. Among tho.se industryites
who rushed to challenge the logic
of such (jessimistic prognostications was Eric
Johnston, president of the Motion Picture
Ass'n of America and Wales' big boss.
Which po.'-es an inescapable question. If it
Is a good idea Ut broadcast .such a symposium
thLs year when the future fate of film fabrication
is being .so damaglngly tossed up for
grabs, why wasn't It Just as good an Idea
during the many preceding years while Wales
Hnd .staff were being lu.shly supported by the
producers for the ostensible purpo,se of Improving
the pre.ss. public and trade relations
of Hollywood?
But. that's our Duke— always bolting the
stable door after the palfrey has been pilfered
Kv«-r> body's trying to get Inlo the act
evperUlly those avid for » slice of llmrllghl.
Ideas and pmrnollnna
are brini generated b» rommrrrlal buslnr«s»«.
"'Time «as when glamor, eager anticipation
and enlhuslam were built up for motion
plrturr pers^tn.ilitlrs and priKlut tifins
th.it was llie marvel and env> of e\ery other
buitineiks. Hut now thei've found out nur
^errel^. learned our know-how. and today
there'll as much drama In the buildup for a
•went-wlng automobile or a flip-top box a«
there ever was for the newest multl-mllllon
dollar motlnn pliiurr production. "
' tAc, ad
nauseam.
There's nothing In the (.ixKlman analvkU
that during recent years hasn't been -laid
scores of times by dorens of lndustr> llei^and
usually more Impressively and artlrulalely.
So, it doesn't seem reas and the largest number
of "per diem" sets.
Let it be hoped that Anxious Alex's statlstlral
l>enl does not launch a sets-per-day
m^irathon siicii as %rslrrvear's rollegiale goldfish
guifllng r

. where
,
DRIVE-IN THEATRE OWNERS
^fB//
PROJECTION AN^.^^,^ ,,,,es
^ Nev.
REMEAIBfR—
It is imporfanf
to deal with a
firm that has
KNOW-HOW
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the
SERVICE
and SATISFACTION
ii guaranteed!
end Lorger Mo.o
too^ps
ProieCion
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MAINTENANCE
„ .«-^OWER
LONGER U^J;
COST SPEAK«S ;^„,,,,. ^^^^,„,.
^ Wotiograp*^ "
„w "EconoiTiY
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.or lo •"
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Iconomy
„, dirt.
Most Names Valid
For Pay TV Vote
HOLLYWOOD— AccordlHR to L. A. assLslant
city clerk Fester King, mere than 75 per cent
f>f the first 8.200 signatures checked on the
pay-televlslon referendum petitions are valid.
The petitions, circulated by the Citizen's
Committee Against Pay TV. call for a vote
of the public on the franchi.se Issued by the
L. A. city council to Skiatron and Fox West
Coa.'-t Telemeter Corp.
Meanwhile. Julius F. Tuchlcr. chairman of
the Citizens Committee Again.st Pay TV.
informs that the American Telephone & Telegraph
Co . its equipment manufacturing sub-
.sidiary. Western Electric Co.. and its 22 operating
companies, if permitted by the federal
government to participate in the pay TV
clo-sed circuit field through u.se of its equipment
and facilities, will completely monopolize
the closed circuit pay television industr>'
in the greater Los Angeles and Sen Francisco
Bay areas.
Tuchler further states that the citizen's
committee will oppose the use of AT&T facilities
and equipment to broadcast baseball
games of the S. F. Giants and L. A. Dodgers
over interstate lines via closed circuit pay
TV if any attempt is made to do so in 1959.
"We will exhau.st every means available
to us in our fight until such time as the
Congress of the United States resolves the
pay TV is.sue on a national basis." said Tuchler,
"There can be no compromise, whether
by federal regulation or by voluntary agreement
with those who oppose pay TV in any
form. Television will either remain free or
it will perish as the heads of the three national
networks indicated this week before
the House Interstate Commerce Committee
hearings In Washington." he .said.
More news anent pay TV was the announcement
by Louis A. Novins. president of International
Telemeter Corp.. that a full-scale
demonstration of the Telemeter System of
Pay-As-You-See Television will be staged at
the Conrad Hilton Hotel in Chicago February
10-15.
Double Award to Critics
Of Saturday Review
HOLLYWOOD - Sciecn Diicctor.s Guild
President George Sidney announced that the
guild's 1957 award for outstanding motion
picture criticism has been voted jointly to
Hollis Alpert and Arthur Knight of the
Saturday Review.
The double award i.s being given this year
because the critic's award committee's opinion
was that the level of criticism was
equally high In the case of both critics. Tlie
awards will be made at the guild's annual
dinner February 9 at the Btltmore Bowl.
'>>X

DOUBLE BOXOFFICE BLOCKBUSTER I NO. 18
DOUBLE SPECTACLE-TERROR!
FABULOUS! FANTASTIC! TERRIFYING!
NOTORIOUS aCAUTIES LOST IN A FANTASTIC HELL-ON-EARTH!
BCAUTIFOl.
DEADLY
ASTOU
MON
«^ XBBY DXITON • SUSAN CABOT • BRAD lACKSON
I MM KENNIY RICHARD DEVON - PnteK X UracM H IMtl CMIIU
U UURM MIOMINMl nCtMf
SEE ^ SEE
illOOOIITUUSOf tl SUStlPENTDF
LOSaMPmE' ^ TNEmTEI'
SEE 'W' SEE
110 WORIDS T SUPERWOIiEH
IwnHTXEcouua
OF MONSIirailS
1(8801)' ,^ OF GIANTS'
ERICAN
INTERNATIONAL
PICTURES
CHARLES LLOrO
120 21t« Srrco
DENVER S COLORADO
FAVORITE
FILMS
I t CUMMINS
2419 Second A>cnuc
SEATTLE I. WASHINGTON
FAVORITE FILMS
N P JACOBS
1928 So Vcrfnoat Aienue
LOS ANGELES 7. CALIFORNIA
FAVORITE FILMS
MAL GRUBER
255 Hrdf SirMi
SAN ERANCISCO 2. CALIFORNIA
ENCORE
FRED C
FILMS
PALOSKY
252 Eml fint Sovth
SALT LAKE CITY. UTAH

February
. . The
. . Wolter
Evergreen Promotes
Nyberg and Hopkins
PORTLAND— Promotions
.ybcrii.
Portland district nmnasrr fi>i . ...^;..n tjjp-
•trvs. to Orrtton and Wo-stuniitun division
Bunagrr of the Fox Wr.st CooAt .sutv.ldlury
Con.its(lit« of 35 lhratri>> in tl>r two .stuti-.v.
and of Rrx Hupkln>. mantMtrr of ttir Hollywood
Tliciitrr hrrr. to .succet^ NylwrK. were
uncrd thb, week by William H Thrd-
E^ergreen president.
Sytier%. »itf> Everwreen since the circuit
«a5 oTKantu^ 37 years ago. has been In
Portland since July 1948 He came here us
manaxer of the Orphoum Tlieatre. In addition
he ha> manaKrd the Paramount. Uie
Oriental, and wa., the flr.st manaKcr of the
'>.00O new Fox which opened here In
ist 1964
He l>ecame Portland district manager In
Januar)- 1965.
The division consists of 25 theatre.^ lor3'r-d
tn Seottle, Spokane. BelllnKham,
E^•eret'.. Wenatchee. Al)crdeen.
n. Vancouver, all in Wa&hUiKton.
and theatres tn Portland and Eupene. Ore
Nybers and hU wife Wilmoth expect to
make their home In Seattle Their dauKhter
Barbara Ann L^ a senior at the University
of Oregon Active In civic affairs. Nytierg
b a meml)er of the Advertising Club of Oregon,
the Retail Trade Bureau of the Portland
Chamt>er of Commerce and the Navy League
He is alto a member of Trinity Episcopal
Church.
He started his theatre career In Spokane
«hlle still In high school. After attending
Washington State College he t>ecame assistant
manager of the Pantages. He was
lent to Portland as an a-vUstant manager at
(he Orpheum. but returned to Spokane In
1931 to t>ecome assistant manager of the
new Fox He kiecame manager of that theatre
U) 1938
Hopkins Joined the Evergreen organlzallon
in 1943. switching from automobile .sales
lo «ho» businejis at the outbreak o( the war.
He has managed the large Hollywood Theatre
in one of Portland's busiest shopping
areas for the last 16 years. He was cited by
the then Secretary of the Trea.sury Henry
Morganthau Jr for his efforts In the war
tend drives He was also a member of the
War activities Committee of the motion picture
lndustr>- He has been a director of the
HoUjnrood Boosters Club for 16 years and
b a vice-president now He is also an active
member of the Hollywood Lions Club.
has held many club offices and is a pastpresident
and a memlier of the Portland
Prealdents Council
Bom m Detroit. Mich., he has spent most
of his life In Portland He attended the Vniverslty
of Oregon and Ls a member of Sigma
Nu He L« married and makes hLs home In
inland
SC Council Gives Three
Dec-Jan. 4 Star Honors
H(1Ll.YWOOL> h\)ur-slnr lionurs lor December
and January from U>r Southern California
Motion Picture Council went to MOM's
"I Accii.se!" and "Seven HllLs of Rome" and
Columbia's "Ttie Bridge on the River Kwol "
Tliree .stars were awarded to "Wild Is the
Wind. Paramount; "Story of Vickie." Buonu
VLsta. and TJie Quiet American." UA
Two-star pictures were Don't Oo N«iir the
Water. Peyton Place. April Love. Tlie Enemy
Below. How to Murder a Rich Uncle. A Farewell
to Arms. Deep Six. ThLs Is Ru.ssia, Tlie
Girl Most Likely.
PHOENIX
Rrtxona theatres will remain open during
the telecast of the Academy Awards on
a decision reoched here during the meeting
of the Arizona Theatre A.ss'n. attended by
exhibition executives from all parts of the
.'tate Mony theatres on the coa.st and In the
east
are closing during the two-hour telecast
in March However, most Arizona theatres
will liLstall large TV .sets In their lobbies so
those who want to see the Oscar race may
do -SO.
. . .
lMu\s Leithold. owner of the KlVa Theatre
In Scottsdale. Is playing the part of George
MacCauley In "Will Succc-^s Spoil Rock
Hunter?" produced by the Phoenix Little
Theatre Ass'n Leithold Is quite active In the
Little Theatre He was In "At War With the
Army" and directed "Annlver-sary Waltz"
Gene Salyer. manager of the Palms Theatre,
and his wife have a baby girl
.
"Sayonara" went Into a .second week at the
Fox Theatre and Manager Sam Bagwell reported
a busy theatre. It will be followed by
"Peyton Place" Studio Theatre at
Coolldge held a Jitterbug and bop contest on
stage In conjunction with the ElvLs Pre.sley
picture "Jallhouse Rock" January 27.
SALT LAKE CITY
DuslnrsK ronllnued at a record pace In Salt
Uike City ihrulres. with holdovers breaking
all marks In the city's history Tlir Sud
Sack' went into ILs seventh week. "Peyton
Place" and "Sayonara" Into their sixth weeks,
"
and IJon't Oo Near the Water Into Its fifth
"Old Veller" which opened this week, played
to holdout crowds stretching us far ua a half
block from the theatres
I hr newly remodeled Liberty Theatre In
Treiiionton. Utah, wu-s destroyed by fU-e last
week. The blaze took place in the morning,
when the hou.se was closed The Liberty was
sold Just before Christmas by Mrs Peorl
Toland. who had ojjerated It for the last
15 years Otto Jorgensen. who also operates
theatres In Oarlond and Brlgham City, hod
leased the house and planned to open this
Tuesday. Lass of building and contents was
estlmoted at more than $30,000
Salt Lake City's television stations have
altered their policy on old motion pictures.
KTVT. channel 4. which has been .showing
a late movie at 11:15 p.m. moved Its old
films to 11 am., when a new package of films
will bo shown Channel 5 decided to put on
late shows three times a week where prevlou.sly
It had been putting them on only
once . Al)cl was In to start a stage
appearance at the University of Utah In "Inherit
the Wind." The drama will be playing
at the same time that "Ralntree County."
In which he has a role. Is playing at the
Capitol Theatre.
CeiTJL
PO IT./
You're Missing A Beaui^Ii
you haven't added Swingfog to
your Insect Fighting Lquipment.
Why' Because Swingiog, the only
Portable Pulse Jet Fogger and
Sprayer available, can help you out
of the toughest (x>ntrol problems
you've ever laced Swngiog will do
ti
SWINGFOG
Succcji'u"? u\cd b> Ori»e Mi
ifirougKout
tht
toutllrf.
t
the job (aster, better and more
economically any time At your
drive-in. it will be simple lor you
to control mosquitoes, flies, midges
nnd mites, wasps and bees using
Swingiog in concession or parking
AIP Signs Bernstein
HOLLYWOOD — A one-picture deal for
Richard Bernstein to produce "Korean Attack"
tor American International Pictures
has been doaed. "Attack." b».sed on a screenplay
liy Bernstein and Oeortfe Waters. Is
•lated to roll soon with Richard Duckett as
tsccullve producer. Waters as a.vsoclate producer
and Gabriel DeCaesar as aAsist4knt to
Bematctn.
For infermotien contact these dittributort:
Tifa Saloft Company. Whoaton. 111.
Research Products. Kansas City. Mo.
Von Wan Poq Equipmanl & Supply.
Portland. Or*.
Toy. Incorporated. Wyckoll. N. |.
Southern Mill Creek Producle Tampo
Ha
E. S. Browning Co.. San Francisco. Calil.
Hattney Sp>ay Corp.. Dedham. Mas*.
Henry Steiner. McAllen. Tex.
The Toy-Air Company. New York N. Y.
BOXOmCE :
3. 1968 W-7

. . Reports
. . The
.
PORTLAND
IIKItl.S .mil. IIV .lOVK— Wlicn Culumbia's "Pal .lory," tin- I rank .siiialra. Kim
Novak ami Kila lla.\ worth starrer protlucctl hv I red Kohlmar and directed by Cleorse
Sidney, opened its London encatiement, it shattered all records at the Leicester
Square Theatre iiuliidinR the one previously held by "I rom Here to Kternity." another
Columbia release. The alM)ve opening-day shot shows Ihih the llritishers lined up to
palroni/e the initial screening.
SAN FRANCISCO
•\jArirly vKill be host Monday i4i to Edward
L. Hyman. vice-president of AB-PT, who
will ^peak at a luncheon jointly sponsored
by Tent 32 and the Northern California Theatres
Ass'n. Hyman will discuss the orderly
dUtrlbution of motion pictures for theatres.
This will be Hyman's only speaking appearrnce
in the North Pacific and exhibitors
from Oregon and Washington are expected
to be here for the luncheon.
Women of Variety elected and in.stalled
new officers last week. Sylvia O'Neal is the
new president. Other officers are Mrs John
Parsons, first vice-president; Mrs. Al Grub-
.stick. second vice-president; Mis. Helen Addelson,
corresponding secretary; Mrs. Bernie
Mannheimer. recording secretary; Mrs. Ed
Levin, treasurer, and Mrs. Stewart Klein,
historian. Serving on the board of directors
with these officers are Mis. Earl Henning,
Mrs. Monroe Belling, Mrs. Manuel Levin,
Mrs. Herman Rs^ and Mr^ Wesley Rosenthal.
Mr>. (ieorge P. Skuuras was prestiitud the
Heart Award at the Hlh annual installation
of officers and Heart Award banquet. Mrs.
Skouras was given the award in recognition
of her work on behalf of Boys Towns in
I:aly Charles M. Plncus, Blumenfeld
district manager for the Stockton area, has
been rea.sslgned to the Roxie Theatre, Oakland,
where he will operate his district from
that town. The Roxle Is the long-run theatre
In Oakland.
I
VUlton on the Kow included Jack Newbfgebauer,
Donner Theatre, Truckee; John
Newton. Fair Oaks Theatre. Fair Oaks; Barney
Gurnette. Crystal. Salinas; Frank Yokoi.
Lincoln. Sacramento, and Al Stanford. Oaks
Drive- In at Pa.so Roblcs are
that the Fox Tlu-atre
.
may be divided Into
wo .separate motion picture houses, one on
the .street floor and the other In the balcony,
complete with e.scniator.
The U'rHterner Ilrlvr-In at Carmlchael has
changed huiid.s and Is now operated by
United California Theatres . Avenue
Theatre here l.s going to a 28-day break. It
Is II General Tlieatrlcal hou.se A preview
of Walt DIsney'.H -Old Yeller. " which opened
at the KKO Golden Gale Theatre January
29, fculured a "dog bl-icult cocktail party" for
dogs, with nrviit. rejwrters as special guest.s
MGM Production Up;
Recalls 100 Employes
Holl.vwoou Willi it-n pictures slated
to go before the cameia.s within three months
and two more already in production, MGM
has started building up studio personnel.
Approximately 100 backlot employes have
been recalled and more rehirings are anticipated
following the arrival of Robert O'Brien,
vice-president treasurer of Loew's, Inc., and
Benjamin Melniker, vice-president and general
counsel, from New York to help implement
the upsurge in production.
DENVER
pollowing the dissolution of Variety Tent 37.
local theatre and film men got together
and resuiTected the old Rocky Mountain
Screen Club, and have rented clubrooms at
2161 Broadway on Filmiow. The rooms are
being furnished, a phone installed and the
new location will be much more convenient
than the former location, at least to most
of the members. Letters will be sent to all
former Tent 37 members and an active
membership campaign will be instituted.
Anyone wanting further information can get
it from any former Tent 37 crew member
Officers of Tent 37 will hold over until elections
are held.
Herschel Wheeler, city manager for the
Black Hills Amusement Co.. Gordon. Neb.,
was hospitalized following a heart attack .
Ralph Clark. UA district manager, was In
holding a sales meeting. Attending were M.
R Austin, local manager: William Sombar.
Earl Peterson. Jay OMalln. salesmen, and
Gordon Pearce. office manager . . . Revllle
Kiiiffln. 20th-Fox western division manager,
was calling on accounts and conferring with
Dick Fulham. exchange manager.
.\1 Kolitz. district manager for Rank Films,
went ti) New York for a .sales meeting
Harry Huffman, retired city manager for
Fox Inlermountain Theatres, and Mrs. Huffman
are .spending six weeks In Hawaii
Theatre folks seen on Fllmrow Included Delbert
Stuart. Torrlngton, W.vo.; Herbert
Gumix-r, Alamo-sa; Moe Huddick, Silver City.
N M., George Scotty" Allan Jr , North
PUHte. Neb. and John Snwaya. Trinidad
\Xrould-l>e safecrackers who broke Into the
Orpheum Theatre's glass boxofflce In the
outer lobby of the theatre sometime early
Sunday were convinced that people In glass
cages can't blow .safes. They cut their way
through the glass, only to discover It would be
necessary to bla.st the .safe In order to open it
—a task made Impo.sslble because the boxofflce
would have been shattered by the concussion.
No money was taken. Two other theatres,
suburban hou.ses. weren't so lucky. A safe
was torn from a wall at the Mount Tabor
Theatre. It was bolted to a concrete block
wall in the projection room and contained
S400. At the Bob White Theatre, a cash box
yielded $50 and a popcorn machine contained
S4.
Ross Hobkirk, Liberty Theatre assistant
manager, helped ballyhoo the Oregon-filmed
"Oregon Passage" with an effective lobby display
and an Indian in full regalia who
marched on downtown streets . . . Jack Matlack,
representing J. Arthur Rank, will bring
British actor James Robertson Justice to
Portland for a personal appearance for
•Campbell's Kingdom." due at the Liberty.
Walt Mirisch Signs Trio
On Two Productions
HOLLYWOOD— Walter B. Miri.sch assigned
Alan Ladd to star in "The Man in the Net"
for the Mirisch Co.. and at the same time
inked Reginald Rose to script the screen version
of Patrick Quentin's novel.
The film, dealing with an advertising
executive who quit his job to help effect a
cui'e for his alcoholic wife and is suspected
of murder when she disappears, will be released
by United Artists.
Lee J. Cobb, who won this year's Sylvania
award as the be.'^t actor of 1957 for his performance
in a Studio One television production,
was signed by Producer MirLsch for a
top role in the Gary Cooper-Julie London
starrer, "Man of the West." Cobb will portray
a ruthless, demented leader of a vicious gang
of old west outlaws in the production slated
to go l>efore the cameras on location at
Sonora. Calif., with Anthony Mann directing
for United ArtLsts relea.se
New AIP Dual Clicks
LOS ANGELES— Producer Herman Cohen
announced that In the first 350 first-run playdates,
his two films. "I Was a Teenage Frankenstein"
and "Blood of Dracula." have gro.ssed
40 per cent more than his succe.-isful film "I
Was a Teenage Werewolf." which has so far
gro.ssed over two million dollars. All three pictures
are being released by American International
Pictures.
Hugh O'Brian lo 'Enough'
IIOI.I.YWOOI) Ilii^-h O Brian has been
signed by 20lli-Fox lor or.e of the two top
mule roles In "Enough Roiie." to be produced
by Herbert Bayard Swope Jr. In the
spring
Public Relations Firms Merge
HOLLYWOOD The indeix-ndent public
relations firms operated by Richard M Wilkes
and George Nlcols have U-en merged into
a new partnerslilp now known as Wllkes-
Nlchols & Associates, public relations
W-8 BOXOFFICE Febniary 3. 1958

Tkot
Unholy Wife' Combo
At High Spot in Loop
rnUAi.o Among !Ux newcomers In the
Ujup airu. Unholy Wife." combined »IU»
-Th*t NUtht at the Onuid. scored the highest
"Sayonara" grossed nbuve nverage again
In the fourth week at ll»e Chicago Other
holdovers drawing well Included "And Owl
Created Woman." In a fourth week at the
Loop Theatre; •'Motorcycle Oang." combined
with ""Sorority Olrl.'" In a third at the Oarrlck.
"Man in the Shadow." in a third at
the Roosevelt, and "Don"! Oo Near the
Water." in ll» fourth week at the United
Artists. On the near north side. "Wild I.s the
Wind"" increased It* business In the fifth week
at the Bsqulre At the Cinema, ihe opening
o( "Maid in Parts" was tops
'.A.«rog« It 100)
Co>n vnac**- Th« Lft^Thlltcn (Conf't). To Pont
WMl tft - .'"O «k 195
Cttocooo- Vofsnaro A !i 4th ok. 265
Cn^fO- MohJ •" Porn ;-• 200
fu)u-'*- Wild li IKr W,nd • JV Stn wk 20S
Cr\ «• 100
*'
>:u''> Sa^en Wonden al tka Warld
- ner 3 T ' I • ^
:'---.^' Satonara .VB;. 4fh trk 110
o.i Caiatree Covntr V >v ';•'< -• 14i
Towe- The Han]
Jee'i Teiern 44' ,
)«' , le« Int II II
Wkrte Saat 14', 41 I, Hebaer to^l l> 11
MaaloT 14 4] ti>rtk lord 10 JO
Ml U S II' I
44', Menl«T IrK 1«'| >0I,
Made O'OOT >e 44 le>le> t»-w. )• 41
Steaaleehate >4' , 4«< , 171] Clab II 41
New men t league hl-10 scores were rolled
oo the Mih. White Spot scorUif a new
scratch high of 8I» and Stccplacbuc a new
handicap high of 1046
Newspapers in Chicago
Favor End of Ticket Tax
KTMA Directors Hear
Of Tradeshow Progress
KANSAS criY- A line tuiiioul of uftlcer.s
and direclor> of Knn.Mi.N-MlsM>url 'nu'utre
Owners heard M. B. Smith, pre-sldent, make
un enthusiastic and compn-lu-nslve progress
report on the combined Sliow-u-Ruma to be
held Jointly by the lix-ul KMTA-Allled groups
here March 11. 12 and 13. Smith reported
excellent Inter-group cooperation uiid said
details of the program will be ready to relra.^e
within a few days.
Doc Cook, Elmer Blll.s ojid others who ottended
the TOA convention ut Miami made
short. Informal reports on topics which came
up for discussion— both on and off the floor
— there. Including more orderly release ol
product and clearances of films to television
by the major studios.
Operation Shilt at Fulton
FULTON. MO —Commonwealth Circuit of
Kansas City gave up the operation of the Fulton
Drive-In and the Pulton Theatre here
January 31. Monroe Glenn & Associates,
owners of the properties, are taking over
the management of the theatre and plan to
reopen the drlve-ln early In the 1958 season.
Andy Dletz of Cooperative Theatres. St. Louis,
will book and buy for the theatre and dnve-
In under the new management.
No Loss in Ransacking
QUINCY. ILI A break-in at the Orpheum
Theatre was discovered when desk
drawers in a .second-floor office were found
to have been ransacked. It Is believed Uie
Intruder entered through a rear window In
the boiler room and got Into the office
through a ventilating grate. Nothing appeared
to hove been taken
t'HICAtiO F'uvorublr edituriul.i uppearlng
in the ncwNpup4T> about a retiulutlon dealing
with the elimination of the city's 3 per
cent umu.M-ment tux on theatre admissions
have awakened the public to the plight of the
theatres Many people are voicing the opinion
that theatre owners should receive the consldenitlun
they have been .seeking, altliough
some who approve tux removal Insist thai
the luck of tttu-ndunce might ul.so stem from
other factors, such as poor quality films, too
high admissions and lack of free or Inexpensive
parking space.
Theatre owners were heartened by Mayor
Duley"s request to the city council ordering
an Investigation Into the state of affairs giving
theatre owners .so much concern. While
TV has received blame for the drop In theatre
attendance, the 3 per cent tax has caused
motion picture Industry representatives to
call on the mayor for aid on various occasions
within the past five months.
The tax was put Into effect In 1948. when
the city was hord up for funds. According
to recent reports the half cent .sales tax
which the city now has raises twice as much
In one month as the amusement lax raised
in one year. In 1948 there were 324 motion
picture houses: today there are 176, and 50
are reported to be "In danger."
The resolution calling for appointment of
a citizens' committee to make recommendations
for elimination of the 3 i>er cent municipal
tax on adml.s.slons .states that the S800.-
000 now turned over ajinually lo the city
could mean the dlffereiirr between a profit
and bankruptcy.
To Reopen in Cave-in-Rock
CAVK-IN-KCXTK. ILL
"Hie Ohio Theatre.
290-.s

from
KANSAS CITY
•D I.. "Ilob" AdkiiM has leased the Till Tlieutrc
at Hamilton. Mo , Bill Presley
and took over Its operation Friday i24i. Adiclns
also Is operating In two Kansas situations,
the Doric at Erie and the Linn at
Pleasanton . . . Jay Wooten shuttered Uie
Midland Theatre In Hutchinson. Kas.. January-
15. saying. "Indoor movie business has
been down lor some time and we feel that
we can do a better entertainment Job lor
the community by concentrating on our outdoor
theatres." Woolen will continue to opcrate
his Ayr-Vu and SoutHutch drive-Ins.
with Dick Wright, who has been Midland
manager, becoming manager of the Sout-
Hutch Wright has been in the business 23
years and has been In Hutchinson since 1947
after theatre managerships In Missouri and
Illinois
. . .
.Mrs. Frank Meade has reassumed the operation
of the Meade Theatre and the Meade
Drive-In at Kingman. Kas.. which had been
operated by the Commonwealth circuit for
the past several years. Kenneth Quinn. who
has been managing the houses, will continue
In that capacity The Glenn Realty Co..
which owns the Fulton Theatre at Fulton.
Mo., has assumed operation of the house.
Commonwealth circuit had been operating

DOUBLE BOXOFFICE BLOCKBUSTER I NO. 18
DOUBLE SPECTACLE-TERROR!
FABULOUS! FANTASTIC! TERRIFYING!
MOrOJIfOUS mEAUTIKt LOST IN A FAMTABTIC HELL'ON'EARTH!
w.
EVIU
BEAUTIFOI...
aItou
-4«
NION
.^.num
m^ ABBY DAITON • SUSAN CABOT • BRAO JACKSON
SEE ^SEE
81000 RIIUJUS OF kl SM S(IP()(I OF
LOSTFMPIIC ^^ IHEnBTlJ'
M iMKM nnuiNMi nam
SEE^ SEE
no woaiDS T supowohfn
oFHomiNus iffiTHmcouua
mm' ^. OF cuMTS'
CONTACT YOUR
,Jn£ELn/iatLoruiL EXCHANGE
:apitol film co

. . Doris
. . Frances
. 'LeRend
. .
. . The
. . Abraham
. . Sympathy
. . Sam
CHICAGO
rj.iMil W.illm.U'ln. president of Balaban &
KaU. went to Los AriReles to attend a
meeting of the AB-PT advlsorj' committee
. . Dftve Kane, formerly a field representative
for Universal in this area, was on Filmrow
. . . Blllle Campbell Is an attractive addition
to the UA office staff . of the
Lost" will break In 40 nelRhborhood hou.ses
day and date February- 21. It ended Its Initial
four-week run at the Woods January 23.
Condolrnrrs to Charlotte FTeedman of U-I
on the death of Julius Levlne. an uncle with
whom she had been maklnR her home .
Columbia publlcl.st John Tliompson hosted a
cocktail party for Otto Premlnper. here for
"Bonjour Trlstesse" exploitation. Jean Seberg
was In for radio, televi.sion and personal appearances
on behalf of the film January 26-
28.
"Somewhere There's Music," first book written
by GeorRe Lea. manager of the Hyde Park
Theatre, was very favorably reviewed in the
Saturday Review. Since publication date.
Lea has heard from two major film companies
who want to discuss a screen adaptation
. . . Ir\'lnR. brother of Jack and Sid Rose,
died at the age of 62 . . . Marie Kruppa. head
cashier at MGM. left on a three-week vacation
in Acapulco . Schultz of Sam
Kaplan Distributing Corp. and several Filmrowitcs
celebrated her last birthday.
"Old Yeller" broke in 35 outlying theatres
this week . Collins has joined the accounting
department at Buena Vista . . .
MGM welcomed a new switchboard operator,
Maria Sperando ... I. Zatkin is going to be
greatly missed on Filmrow. He will return
to New York City, his former home, to represent
UMPO. He has been associated with
UMPO here, in addition to managing the
Zlegfeld. a Davis property, and prior to that
I351t
RCA SERVICE COMPANY. INC.
1315 So Wabosti Avenue
Chicago S, lllinoit WAboih 2 0679
he was general manager for the Schoenstadt
circuit
Erwln J. rcltrson of Abbott Theatre Equipment
Co. received word that his first grandchild
was born In Germany to his daughter
Nancy and William Hoffman Hoffman Is
In the U. S. Air Corjjs . . . Hilda Merrick, office
manaRcr for Modern Film Distributors,
was able to return to the office following surgery
Tuesday

Ray
. Dewey
Exhibitors
Lloyd Hirsline Lists
Variety '58 Program
ekctfd chirf biirkcr of Variety TVnt J5. h«.i
knnounc«d the pTtwram and committers (or
19M.
Ttir procram calls for thr tnauKumI ball
U> br hrld Prbruory 15. the rrnular mcinberiblp
mrrtm«s to be held on the third Monday
ot each month, with important iruesl
ipe*kers. a crew mertlne »n the tint Monday
o( each month, three sttMC parties, to be
held on Monday nlKht.s dtirtnR thr year:
Uiree combination parties with the Standard
Club. includlnK hu.-^band.s and wives. durliiK
the year, one roK tournament, one imlus-
Irywhle picnic; one .summertime party to
raise money for incidental club expenses, and
a Christmas party, to be held as In the past
The first membership meeting of the new
jrear was to be held Monday i20i night at
the Standard Club. Guest speaker wa.s to
be John Bennington, coach at Drake Unlreruty
Basketball player Red Murrell wa.'^
to be a guest.
Committees named by HIrstlne for 1958 are:
Entertainment — Milton Pelnberg. Dave
Oold. Carl Olson. Don West. BUI Luftman.
B^b Sandler. Cato Mann. Don Knight. Ken
Weldon. Larry Dunn. Larry Day. Pete Peterson.
Charles Callglurl. Harold McKlnney.
Jake Kaplan.
Heart— Lou Levy. Bob Dillon. Woodrow
Prauxht. Harold McKlnney. Milton Felnberg.
Richard Frank. Frank Rubel. Charles lies
Membership — Bob Dillon. Larry Dunn.
Charles Callgiurt. Ralph Olson. BUI Luftnian.
Barney B-TStman. W F DeFrenne.
Claire Grant. Max Rosenblatt.
Publicity—Don Knight. Dave Gold. Char-
Its Callglurl. Hal Barnes. Matt Plunkett,
Larry Day. MUton Felnt)erg, Gary Sandler.
Charles lies.
SJck-BUI Curr>-. Jack Kennedy. Vince
Ftynn. Max Rosenblatt. Charles lies. Don
West.
Welcoming— Nate Sandler. Milton Fclnbent.
Dave Gold. Bob Dillon. Charles lies
Christmas party—Lou Levy. Ed Utah and
all memt>ers of Variety Club.
Wallis, Douglas, Sturges
Combine lor 'Junction'
Hot.IVWOOD^ Three of the {>er.onalltles
that made Ounflsht at the OK Corral."
are uniting on another action film. "Lost
Train From Harper's Junction" at Paramount
The three are Hal WallLs. producer; Kirk
Douclas. whom Wallis has signed for the
top role, and John Sturges. who will direct.
Anthony Qulnn already has been signed for
Ute Technicolor film to st*r with Douglas
"Train" u from an original story by Les
Cnitchfleld. with a screenplay by James Poe
It «r>M before the cameras in Marrh
Announces Popcorn Package
ST LOUIS- Thr Prunty Seed * Grain
Co. lontwtabllshed local firm supplying
theatre conwaaKMiatres. L« announcing a new
popcuc n package for the trade U>cui an adwrtiier
in BOXOFFICE. the company is reliimlnt
to the pages of the magazine in this
iMue with an eighth-page adverUsemrnt giving
complete details of the new package,
which Ls said to be Ideal for storage. a.s well
as (or chUdr«n to handle
ST.
LOUIS
Thr St. t.oul* Kevlew. falhollc we«-kly, tar-
! nil a .>lory l)n.^ed on tJir fnlturr oj American
Inlrrnatlonul to make Its
films available
for rrvlcw by the Legion of Decency prior to
their rclrnse Tl>e company makes low -budget
pictures aimed prlnclpully at treniiKepi The
story related that AIP repre.senlatlves had
repeatedly Ignored LfTtlon requt-sls (or
screening privileges. AIP pictures are distributed
in this territory by Realart PicIum-n
of St. Louis.
\ luncheon meeting of officer^ and members
uf tin- Ml.vkourl-Illlnols Tlieatrc Owners
will be held In the Melbourne Hotel at noon
h'rbruary 11 . Sliort. a.v>lstant secretary
of the army, for many years a member
of Congress from the .southwest

^
Late I. W. Rodgers Started Career
In
1893, Exhibiting a Phonograph
CAIRO. ILL -I W Rodgers. founder of
theatre circuit In Uie Cairo. Ill . Poplar
a
Bluff, Mo., area, who died recently at his
winter home in Miami Beach. Fla.. at the
age of 83. became an Itinerant .showman several
years before the advent of motion pictures.
In 1893. when he was 18. Rodgers purcha.sed
a gramophone, or phonoftraph outfit, then
one of the world's newest wonders which few
people had ever even heard of. He figured
people would be willing to pay to hear a
machine "talk and sing " He and Clarence
Medley, a partner, took the phonograiJh and
their records on tour, giving public exhibitions
In lodge halls, schools and churches.
While showing in 'he south, he heard of
another invention, the X-Ray. and he bought
one of these machines and added it to his
show. It Ls said that I. W. Rodgers urged the
use of this ray machine In the study of the
human body, even before the medical men
recognized Us value.
In 1896 came the motion picture, opening
up an entirely new field to Walter Rodgers.
He bought out his partner, sold his phonograph
and X-ray machine and bought a
movie projector, opening up a "store show"
In New Orleans. Later he moved to Chattanooga.
At that time films were only about
50 feet long and were a continuous band,
chiefly street scenes, and the exhibitors had
to buy the film outright. The show lasted
only a short time. The admission was five
cents.
In a few days all of the people in a comtheJSstre
equipment
44} N. ILLINOIS ST, INDIANAPOLIS, IND.
"Evervthtng for the Theatre"
You're Missinff Jl
you haven't added Swingiog to
your Insect Fighting Lquipinent.
Why? Because Swingiog, the only
Portable Pulse Jet Fogger and
Sprayer available, can help you out
of the toughest control problems
yoij've r.yrr 'nr-r-r] Swinglog Will do
"SWINGFOG"
throughout .
the country
S
For information contact tliese distributors
Tifa Solo* Compony. Whoalon. III.
Roiioarch Products. Kanaas City. Mo.
VanWan Fog EquipmonI 4 Supply.
Portland. Ore.
Fog. Incorporated. Wyckoll. N. ).
Southern Mill Creek Producla. Tampa.
Fla.
munlty Interested In moving pictures would
have seen the film, so It was necessary to
buy another picture. Rodgers suggested that
the showmen exchange their films through
a centrally located city to handle the distribution
for the exhibitors in the iwol. This
would eliminate the nece.ssity for all exhibitors
to buy their films outright. Apparently,
none of the other exhibitors were interested
in his idea, feeling that picture shows
were only a passing fancy with the American
IX'oplc.
When business at hLs Chattanooga theatre
began to taper off. Rodgers obtained a hydrogen
and oxygen outfit to make the light for
his picture projector and he made another
tour, playing many communities without
electricity throughout the south. The .showwas
usually good for three days in the average
town, and Rodgers moved on. When hi.'-
films and projector wore out about the same
time. Walter Rodgers decided to desert the
movies and settle down in another line of
business. He too was beginning to have some
doubts about the future of pictures.
In June 1906. Walter Rodgers married
Grace Sawyer of Clarksville. Tenn.. who became
his business partner as well as wife.
About that time the motion picture business
took a new lease on life. Just as Walter
Rodgers predicted, the films were made
longer and told a story, and exchanges were
set up in various parts of the country so that
exhibitors could rent the films for a certain
number of days, instead of purchasing them
outright.
So Walter Rodgers decided to return to the
picture show busine.ss. He and Grace bought
a theatre in Jonesboro. Ark. A friend. Joe
Cramer, told Rodgers about the possibilities
of Poplar Bluff. At Cramers insistence, he
visited Poplar Bluff, liked what he saw and
tried to make a deal with W. N. Barron to
lease the Criterion Theatre from him. Barron
would not lea.se. So Rodgers went back
Beaut^ii
i
the job faster, better and more
economically any time. At your
drive-in, it will be simple for you
to control mosquitoes, flies, midges
and mites, wasps and bees using
Swingiog in concession or parkin
areas.
E. S. Browning Co.. San Francigco. Calil.
Harlney Spray Corp.. Dcdham. Matm.
Henry Sleiner, McAllen. Tpx.
The Focr Air Company. Now York. N. Y.
lo Jonesboro and later to California. Rodgers,
however, kept In touch with Barron and early
in 1914. when the Criterion was damaged by
lire. Barron wired Rodgers that he was
ready to lease the theatre.
So in March 1914. Mr. and Mrs. Rodgers
and their son. Carson, then aged 7. arrived
in Poplar Bluff. Rodgers supervised repairs
to the house, installed a stage and started
running vaudeville acts and motion pictures.
This was the first link in the chain of theatres
In Missouri. Illinois and .\rkan.sas. Mr.
and Mrs. Rodgers later acquired or built.
In June 1921, they bought theatres in Cairo,
and moved their headquarters here.
Shortly after they acquired their hou.ses i|
in Poplar Bluff. Rodgers with Fred Wehrenberg
of St. Louis and Robert Cluster of Salem,
111., organized the Theatre Owners of St.
Louis, Eastern Mi.-^.souri and Southern Illinois.
At its first meeting held in the Elks Club
at St. Louis. Rodgers was named the first
president.
INDIANAPOLIS
T^r. and .Mrs. Claude .Allison have returned
. . Bill
to Indianapoli.s from Florida where they
have made their home recently. Claude is
now working for Cantor Amusements. Before
moving to Florida. Claude was associated
with the Williston circuit for many years.
Cantor has installed Cinemascope equipment
at the E.squire Theatre here, which now has
The Alliance Amusement
an art film policy . . .
Corp. has bought the four Brailey and
Browning drive-ins at Port Wayne .
Sconce tied for highest scholastic honors at
Culver Military Academy in Culver for the
last grading period. BUI is the son of J. B.
Sconce of Edinburgh. Ind.
Foster Gauker, MGM manager, is back at
work following a six-week rest in Florida and
is feeling much better . . . Peg and Tex Richards,
who operate the theatres in Scottsburg.
were on the Row. Tliey have returned from
a holiday in California . . Trueman Rembusch
.
and his wife left for Florida this week,
and the James Smiths are due back from
their Florida vacation soon. Jimmy manages
the Twin Drive-In here.
The Variety Club is a beehive of activity.
The long-planned remodeling Is in progress
and a major overhaul Is under way. Tentative
plans call for reopiening with a Sweetheart
Jack Whitley.
Dance March 1 . . . Kokomo. was in town.
Indoor Theatre Completed
In Lancaster Drive-In
LANC.\STKH. CALIF. The Lancaster
Drive-Iii. one niilc north of here, now has
one of the largest indoor theatres In a drivein
on the West Coast. The new theatre within
a theatre .seats 470 persons in reclining
chali-s. is heated lor winter and air-cooled
for .summer u.se. Theatregoers .-^ee motion
pictures on the .same 5.000 -square foot screen
used for patrons In cars.
The drive- In has a capacity of 787 speakers
for persons who wish lo watch the picture
from their cars AddltloniU parking for 1.S0
curs is provided behind the snnck bar-projection
booth building for patrons utilizing the
Indoor theatre .seating.
The drlve-ln. which wft.s opened In August
m.^if). Is owned bv R. E "Tex" Griffith.
I
C6 BOXOFFICE Febnian,- 3. 1958

lESEARCH
for
BUREAU
lODERN THEATRE PLANNERS
lOLLMtNT fORM FOR FREE INFORMATION
• MODEHN THEATRE
ANNING CNSTmrrE
inl Blvd
'.S-. :. y 24. Mo
iatl«m«n:
2-3-58
Ptoos* •moll ua In your RESEARCH BUREAU
Mc«iv« inlormotion rvgulorly, as released, or
» loUowing subiects for Theatre Planning
Acoustics
Au Conditioning
A>chil*ctural
'Black"
Lighting
Building Malorial
Carp*ls
Coin Machines
Senric*
Complcls Ramodeling
Decorating
Drink Dispensers
Ori*e-tn Equipment
Other Subjects
oung Capaoiy
Utms
n Lighting Fixlutes
"" Plumbing Fixtures
.
"
Proieclors
Tj Projection Lamps
Seating
S'.gns
^nd Marquees
Sound Equipment
Television
Theclre Fronla
Vend ng EquipmrnI
ire9« 90*4 rtpiv cordt for your fuftktr con*tnirnn> rMue ol
ck iMelk
Speculate Future Policy
Of Expose Magazines
IH>U,VW(.xn> T\c future
policy uf the so-cullrd rxixwr inuKiiKlncx,
n.i thr rrNUlt of the r(*ii.%unitbly iioii-conseqiK-iilliil
t^.OOO flnr.s which wt-rc Irvlttl uKuliLst
ConflUriitliil uiid WIiI.sjht by Superior Judxe
II. Burtun Noble us u result of lho.se Kn/ctl«ii
htivliiR been found ituilty of the ci>n>plracy
tJ print obHcene matter.
The levle.s grew out of Uie widely published
L-lnl.N lust Mny when the Griind Jury Indicted
the tnuKaKine.s und 11 per.iona connected
with them. The trial of Marjorle und
Fri'd Meude ended with a Jury deadlock, and
under an aKreeinent reached at that time, all
charKc.i except tlie obscenity chance a«alnst
the two publlcatlon.s wa.s dropped Judge
NobJe'ji decision, after hearing the case on
the ba.tls of the iran.scrlpt of the original
trial. Involved the maximum flne.s permitted
by law.
Some Hollywoodiun.s believe that the fines,
albeit Ihcy are generally con.sldered to be
nothing more than loken.s. and the fact that
Utere ore .still several .sizeable civil libel
sult.s pending again.st the publications, will
have a tendency to deter tho,se periodicals
In their practice of making life ml.serable
for occasional Individuals In the film capital
through the printing of detailed reportstrue
or false—of the le.ss admirable side of
their private lives.
On the other hand, there are observers
wh3 believe that the lightne.ss of the penalties
may embolden the publlcatlotts— and others
of their like— to pursue to even a more scurrilous
and Irresponsible degree their practices
of making capital upon the vagaries of clnemanla's
darlings.
Only time will reveal which theorizing Ls
the more realistic. And In the meantime,
those Hollywoodians with skeletons In their
respective closets still feel that Confidential,
Whl.sper, et al,
are a printed .sword of Damocles
hanging over their heads.
Andre Previn to Direct
Music for 'Porgy-Bess'
HOLLYWOOD- Andre Prrvin was .set as
musical director for Somuel Ooldwyns production
of 'PorKy and Bess" under an arrangement
In which MOM will loan Previn to
Goldwyn for one year.
Previn'.* appointment Is significant Inasmuch
as the producer has stated that he will
give the .score of the Oenihwm-DuBo.se Hryward
closslc far more Impressive pre.senlat;on
and performance than has been imulble
within the limitations of stage and concert
presentations.
Gangster Film Scheduled
Next by Milner Bros.
II()II.V\V(> Thr Milnir Bros, following
the ifiiil iD'Aiird the new cycle of gangster
blop.r iMi.st|»inrd "The Pusher" and
srl .>^Klii< tlon Nrgntlallons are on with Allied
Artl.«!.s for release
Dan Mtlner will direct and lilrhard Bern-
.slein produce Jack Mtlner i- rjmirnr pmducer
W. L. McKnight Buys
Boston Colonial
.MINNKAIMd.l.-s WilUiiin L MrKnlghl,
chairman of the board of Minnesota Mining
Se Mfg Co. und major stockholder In the
Prince.ss Virginia Con' . St. Paul, hiui purchOAed
tile Colonial 'Dieutre und an adjoining
building m Boston for tl .350.000. according
to his attorney Walu>r N Trenerry,
Trenerry Is president of the Prlnce-ss Virginia
Corp.. which owns Uie theatre.
Tills Ls the second eastern theatre to be
purchased by McKnight In the last five
months. Last July. Scarborough House. St.
Paul, another McKnight firm headed by
Trenerry. purcliu.sed the St. James Theatre
in New York for $1,500,000
"We have been backing New York shows
for a number of years." Trenerry said, "and
we decided It would be more profitable to
own the theatres "
TTie musical "LI'l Abner," has been playing
at the St. James for 13 months, Trenerry
said, adding that the BosUm theatre will be
used for tryouts of New York productions and
for road.show attractions. Both houses were
purchased from the 138 W. 46th St. Theatre
Corp.. owned by the Shubert brothers.
Close South Bend Avon
SOUTH BEND. IND—Tlie Avon Tlieatre
here has Ix'en clo.sed Indefinitely, and Manager
Clifford E. Yaniell Indicated that television
and declining attendance were responsible.
The theatre was remodeled and expanded
le.ss than ten years ago at a cast of
$75,000 ThLs Is the fifth theatre to close
here In recent years. Others were the Oliver,
Indiana, Armo and Times.
Write, wire or phor^e —
Inlernaliono! Soot Oivition
Union Cily Body Compony, Inc.
Union City, Indiono
BOXOFHCE Fflteiwry 3. 1968 C-7

many
happy
returns
of today
Thanka to our doctona, most Americans can look Idrwanl to
longer and happier lives than ever before. Some of our deadliest
diseases have already l)een conciuered ; others are fast beiiip brought
under control. Kven with cancer, much progress has been made.
Today, more than 800,000 Americans are alive and well, cured of
cancer . . . many of them, because they made a habit of having thorough
health checkups every year no matter how well they felt . . .
many others, because they went to their doctors at the first sign of
any one of the seven danger signals that may mean cancer . . . all of
them, because they went to their doctors in time.
To learn how to guard uoiimclf again.st cancer, call the Anicriian
Cancer Society office nejirest you or write to "Cancer" in care of
your local Po

\t
where
Tenl 45 Membership
Drive io End Mar. 1
N '
Uic rrccnt Varlfty
CI ailed to ordfr by Chief
Barkrr Brandon «ith burkrrs Pugr Bitkrr.
Joel Bluc>tonc. Dun Brandon. Hrnry Olovpr.
Bill Murphy. Roy Nlcuud and Rotx-rt Siiloy
•ttrndins. It »«» rr-^olved thiit thr nn'nil)eralUp
dnvr rnd Mikrch I. and tiuit all appllca-
Uons r«crivrd on that day stiould b« included
in the drivf : that the La5 Vegas award .sttall
consist o( a roundtrlp plane fare at day
coach rate, plus five days at hotel at ilb per
day. plus $45 reKL^tratlon fee. or (360 at the
option of the winner.
This award will l>e given for each multiple
Of 60 new meml>ers. secured overall, and not
a fraction thereof The Loa Voko-s awards or
other capitaJ awards will t>e given in the
following order flrtt award, to the high
ICAin. second award, to be determined by a
drawing of all memt>ers securing new memberv
each having pro rata number of chunce.s
to the number of members .secured by the
Individual, third award, to individual obtaining
highest number of new members: fourth
•ward, on a drawing between all new members.
Other capital awards are two memberships
to the 1968-59 Midnight Supper Club In the
rrent the first four awards, or any part
thereof, are not Las Vegas trip awards, as
may be the case In the event less than 180
or 340 new members not being secured. There
will t>e additional awards to be on a drawing
basis among the working members, also
avards for all Variety members, new and old.
which will also be on a drawing basis
Tommy Sands Back Home
For Shreveport Premiere
SHRE\'EPORT—Tommy Sands. 20-yearotd
Shm-eport crooner with 11 years of experience
In the entertainment world, flew
borne January 31 to share In world premiere
acunttes of his first motion picture. "Sing
Boy Sing." a 20th Centun-Fox production.
Sands was Interviewed
by press and radio
at II ajn . then was guest of honor at a 6
o'clock dinner, followed by his personal appeajvicc
at the Don Theatre for the premiere
fesuviues
The young singer considers this city his
booetovn because he and his mother spent
»o much time here while hi* father Benny
wm» on the road In a U80 show. Tommy and
hit mother lived with hLi Aunt Bert and
Onde Charlie Dickson on a farm near here
Re attributes much of his sucoesa to his
mother's devoiloo and Inspiration
Young Film Actor Feted
By Shreveport Friends
SHREVEPORT. I^
here January 22 for >• . ; .
Mr and Mr« H R Young of Shreveport. who
recently completed hli third motion picture
Young, ae. U a Pair Park High School
graduate He appeared in "Hidden Oun" and
~\Jtt of Daniel Boone" for Paramount Plrturea
last year and recently completed '^oung
Cowboy" for the same studio Also a singer.
Young records for Capitol HU Ute^t releaM
b a pop number enUtJed 'The Lodiet '
Three World Debuts Set
In Louisiana Cities
NK"W DHUCANS LouuUinn .> three top
cities will l>e the site of motion picture world
premieres between now and March 13 The
first will be aOth-Pox'.s •Sing Boy Sing" at the
Don m Shreveport. on January 31 : the second
will be Unlversal's "Damn Cltl«en." the
Francis Qrevenberg story, .scheduled for the
Joy in New Orleans on February 12. and the
third for Baton Rouge. Lu . Jerry
Wald'.s "Lonti Hot Summer" will premiere
un March 13
Each will be a gala uffulr. Pre.vi repres«
ntatlve.s and explolteers have t>een working
around the clock for a week and more
to give them the best treatment 20th-Pox
pre-ss representative Jimmy Gillespie ho-s
been In Shreveport for a week Among the
activities wHl be the personal appearance of
Shreveport's own Tommy Sands, star of the
film
'Old Yeller' Is 650
At Memphis Malco
Mli.MPHlS .New housi' iitienaance records
were being set day by day at the Malco where
"Old Yeller" racked up 650 per cent The first
show was given for dogs, accompanied by
their owners, and hundreds attended. Since
that morning, only humans are admitted.
Elton Holland. Malco manager, U walking
on air.
Averooc It 100)
Moko—Old Y»ll»» BV) 6S0
Palocc—Don't Go Ntar Hw Wotar (MGM).
4th -. 120
Stot»—Th« trumr B*lo» (20th-Fox) 175
Strand— Peyton Ploc* i20t(>-fo«), 4lh wk 100
Worncf- Soronoro WB). 4lh wk I3i
Showings in Legion Hut
HAMPTON, ARK.—A new moUon picture
theatre has been opened here by R. D. Smith
and Joe O. Davts in the American Legion
Hut. but plans have been made for a building
to house the new theatre.
Tom Kirk Top Barker
Of Variety Tenl 20
M '.: :: ; ^ -Varlei.\ ... •• led
dui.i.^ .-' - ijy Tom K. -; > :.': ij.irkcr
Kirk, long a Pilmrow executive, now operMei
TOM KIRK
the Ham-KIrk drlve-ln grocery' chain.
Ed Doherty, partner In E:xhlbltors Services,
wa.s elected flr.-it assistant chief barker F J
Kaiser. Allied Artists manager, was elected
second assistant. Howard Nicholson. Paramount
manager. Is the new property master
Joe Kelfer, Malco official. Is dough guy
These officers are all directors Other directors
for 1958 are Tony Tedesco. Herb
Levy. Jack Lustlg. Alton Sims. Carl Chorter
and George Simpson.
Martin Lancer, producer of
documentaries,
will produce "The Fearmakers" for UA as
his first theatrical film.
You're Missing A Beaut—li
you haven t added Swing^og to
your insect Fighting LquipmenI
Why' Because Swingfog, the only
Portable Pulse let Fogger and
Sprayer available, can help you out
of the toughest control problems
you ve ever laced Swingfog will do
"SWINGFOG"
^uccrMfully uud by Dnr* Ini
Ikroughout
lk» countrf
f^
*-—
'J
;
1_
For Infortnotlon contoct Him* tflttribwton:
Tila Saloa Compcny Whoalon. 111.
Roioarch Products. Kansoa CilV' Mo.
Van-Wan F09 Cqulpoiant & Supply
Portland. Or*.
Toy. lncocporal»d. WyckoU. N. I.
Southarn Mill Cr»*k Products. Tampa
r.a.
the job faster, better and more
economically any time At your
dnve-in, it will be simple for you
to control mosquitoes, flies, midges
and mites, wasps and bees using
Swingiog in concession or parking
areas
C S. Browning Co.. San Franciaco. Calil.
Hartnay Spray Corp.. Dodhoin. Mosa.
Honry Sivinsr. McAlUn. T*x.
Tho Toy Air Compony Now York N. Y.
BOXOFnCE February 3. 1968 SE-1

. .
. Leon
CHARLOTTE
prankltn Dsbome. who Ls
accused of robbing
the Fletcher branch of the Stiite Trust
Co of Heiidersonvllle December U. has admitted
the September 20 robbery of the
Pointer Drlve-In. HlRh Point Osborne also
udmltted robblnR the Joy Drive-In. HenderonvlUe
The Pointer and the Joy are oper-
HERE'S A
BRIGHT
IDEA...
^mm^
iiled by brothers. E. Y. and C. E. Nell! Jr. . . .
The Pilot Tlieatre at Pilot Mountain has
been dLsmuntled and converted Into a country
ham processing plant G. L. Faw of Albemarle,
who visited here recently, told of
flying his Cessna- 182 to Cuba for a couple
of days holiday. A revolution was going on In
Havana and the mllltia was stationed around
the palace Faw was instructed to fly around
the city In order to avoid being shot down.
Ugburn HouKh, Lancaster. S. C. has t>een
named manager of the Center Theatre here,
by StelUngs and Gossett. chain theatre operatur.s.
For the past ten years. Hough has been
district manager in the Carollnas for the
Stewart and Everett theatres. He succeeds
William W. Prim, who is now manager of
llK" Cherokee Theatre. Gaffney. S. C. • • .
H. W. Edwards is the new owner of the Plx
Theatre. Black Mountain. The account will be
h.md.ed by Queen City Booking Service. This
.-ervice will also handle the North Wilkesboro
Dnve-In. N. Wilkesboro. R. B. Adams, manmer
.
liclty man from Dallas, to plug Sands picture.
"Sing Boy Sing." opening soon at Malco
Mo-Jac Drlve-In. Indianola. Miss., has closed
for the winter Joy Theatre. Cleveland.
Miss., which
.
was closed recently has reopened
for fulltime operation.
Amelia Ellis, Mlllington Drlve-In. Millington,
was admitted to Baptist Hospiul
Norman Pair. Fair. SomervUle; W. F. Rulfin
Jr.. Ruffin Amu.semenls Co., Covington,
and Louise Mask. Luez. Bolivar, were among
Tennessee exhibitors visiting Memphis
J. B. Harper, owner, advises that the Missouri
Theatre at Campbell will remain closed
for an Indefinite time.
. . .
H. G. Walden, who operates the Bay at
Red Bay. Ala., and Fran at TIshlmongo.
Miss., was a local vl.sitor Whyte Bedford.
Ford Drlve-In. Hamilton. Ala., was in town
Rountree. Holly at Holly Springs
and Valley at Water Valley: Prank Heard.
Lee Drive-In. Tupelo: A. N. Rotsie. Roxy.
c:arksdale. and Paul Myers. Strand. Lexington,
were in town from Missisippl.
We're shedding light on the subject of
worn-out theatre sects! Customers
dont' en|oy any show when they ore
uncomfortable. The groaning you hear
isn't because of poor programs. More
likely it's poor seating! We con com
pletely rehabilitate your seats at o
surprisingly low cost! Your show continues
uninterrupted. Coll today for a
free cstimotc.
WRITE, WIRE or PHONE ALPINE 5-«4S9
Monufocturart
Foam Rubber &
Spring Cufchiorvs,
txxk and uot
coven.
DhMbuten
Uplvjiitery fobfici
ond general seating
»upptm
THEATRE SEAT SERVICE CO.
A Oiviiion of
SEATING CO.
160 Hcrmi»*j|e Avenue
Naihvitic, Tennessee
Tillie Little, Howco Exchange, is back at
work in the inspection department after
several week-, at home with a back injury .
Leonard Allen, Paramount publicist out of
Atlanta, was here on business. Other business
visitors here were Everett Olsen. Sumter
Drive-In. Sumter. S. C. and Gordon Bradley,
southeastern division manager for Paramount
Pictures.
. . . Doris
Kenneth C'lontz was recently elected business
agent for Local 322. lATSE. He succeeds
W. H. Fowler, who was business agent for
20 years. Ken is presently employed as projectionist
at 20th Century-Fox
Ducker. Fox assistant cashier, was on leave
of absence due to illness and Ruth Svoboda.
a former Fox employe, was .substituting .
Exhibitors on the Row were J. W. Griffin.
Forest City; Bill Suther. Concord: Klddo
Bowden. New Bern:
Percy Osteen. Ander.^on.
MEMPHIS
S. C; R L. Baker. Webb Theatre, Gastonia;
Charles Burgin. Colonial Theatres. Valdese:
W. B. Sams. Statesville Amusement Co..
Statesville. and J. C. Holland. Lyman Theatre.
Lyman, S. C.
'The fnion Theatre at Grenada. Miss., has
been .sold by B. F. Jackson to F. M. Kca.
who will book and buy here ... 41 Drive-In.
.Amory. Miss., reopened January 24 for weekend
operations and will go on fulltime schedule
Mr. and Mrs. J. T. HItt.
February 23 . . . Plaza at Bcntonvllle and Apollo at Springdale:
William Ella.--. Murr. Osceola: Don Landers.
Landers. BotesvlUe: J. Fred Brown.
Nevada at Prcscott and Skyvue Drive-In at
Fort Smith: John Staples. Carolyn. Plggott
and E. E. Reeve.s. Palace, Oil Trough, were
among vislling Arkiui.sas exhibitors
Tommy Sunds, one of the youthful singing
rage.s. was due here February 1. accompanied
by Jimmie Olllesple. 20th-Pox pub-
Florida's flRST Supply House
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«~. ABBY OAITON SUSAN • CABOT BRAO • JACKSON
SEE ^SEE
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y
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CONTACT YOUR
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)l RELEASING CORP AMERICAN ASTOR FIGURES
M IICHAIDSOn » f PINSON
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MEMPHIS. TtNNESSCE
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221 Soylk L>b«rt> Si
NEW OILEANS 12 LOUISIANA

NEVJ ORLEANS
^harlcnr Kufrino. daUKliter of Mr and Mrs.
Prank Rufflno. was a maid In the queen'.s
court when the Krewe of VlrRllllans presented
a six-act spectacular. "Legends of
Mythology," (or lU 16th annual carnival
HERrS YOUR CHANCE
%^^K.: BIG WOMEY

.
whrrr
. . Jay
. .
Mrs
. .
to celebnuiU can «•!. mt or inrrt S*ndvtchM
of all Mirb will br avullablp aiid
IficcUl amtiiRrmrntA iirr brln« mudr to rnterlaln
chUdrrn who ttrr utlrr hour> of "Ruiinlns
Mardl Oroa" nht nnUvrs vrrnacular o(
Joining thf m»xMvf strrrl crowds In fun
and fnvolK)' and wnlchlnK thr parades' Ttir
wiconxp sign will br sprrad for members and
|ur>ts Ladlr> Day at thr Rarr> on Frbniarr
< will be Klvrn by thr Variety auxiliary
to raise money for the Heart Fund .
Leon Johnxon and Waldo Mityrr have been
accepted a5 rrKular members nnd Aaron
Mints. James J. Curro and Roland A Sturdlntnt
as asaoclaie members to Variety Tent
«s
LocjU tht> Trr-Jey fans ore all hepped up.
•* It U luiid tiuit Presley will be In New
Orleauu on Mardi Onu Day or the day before
to start work on his new picture with
Ute New Orleans back«round. "King Creole."
Oomlng in a week or so later is Pn>ducer
Jerry Wald and his crew to start working on
-Mardl Gras.' The tlUe clearly identifies It
with New Orleans, and as the Chamber of
Ooounerce says. The Most Interesting City
IB (be World "
LITTLE
ROCK
"Thr i.>.-ii . riuor board refused to ban "Pey-
•.^:. ru.o." although the board had received
several requests to forbid playing of
the motion picture Although members of
the board .^tamped the book as "raw." they
felt
that the picture was of high caliber. The
memtiers of the censor board are Clark Man-
Dey Mrs Letcher L. Langford. Mrs W C.
Bray and Mrs. J R Pair
New Series for TV
Hi •:.: 'r.v 1 •• ; .- 'fn Gems' next syndicated
program will tie an unusual adventurenupense
series. Dial 116 Jerry Hyams. director
of syndication for the Columbia Pictures
TV subsidiary, said the new show will be
produced by Herbert Leonard, and will debut
on the air nex: fall. Dial 116 will be based
OB the records of the Los Angeles rescue
of the county (ire department.
film BOOKIOG OfflCt
ATLANTA
UuldovtT rilma wrrr still plraslng Atlanta
liiriitrrtiorrs. Including "And Uod Crettlrd
Woman" at Uie Peachlrrr Art. "Don't
tK> Near Uie Water" at U>ew» Grand and
"Old Yrllrr" at thr Rlalto Tlir Roxy Theatre,
a Wllby-Klncey operation, closed
"Around the World In 80 Days" and opened
"A Farewell to Arms." All sraLi arc re.^er%'rd
at night showings.
Mr». Ray Collliu, secretary to U-I District
Maniigrr James V Frew, returned home following
a week at Providence Haspltul. Murphy.
N. C . .she and her hu.sbund Rip
had motored to spend the weekend with Mr
and Mrs P. J Henn Shortly after their arrival.
Ray broke her ankle In a freak accident
and was confined to the hospital .
The Carroll and Family Drlve-In at Carrollt^n
have had thrrc robberies during the
past two weeks, according to Manager Hewlett
Jones. Approximately t200 concessions
Items and 20 speakers were In the loot.
William G. Greene, operator of the Glenn
Theatre, has entered Newman Haspltal In
that city During hLs illness. Bill Benton.
Greene's son-in-law. is handling the operation
of the theatre . H. H. AJLsbrook and
Thomas Assald reopened the Fox In Kingsport.
Friday i31>. closed for a number of
months . Messrs. Reeves and Pickett, owners-operators
of the Crossroads Drlve-In,
Whitwell. were visiting friends on the Row
with their booking agent. Al Rook of Film
Booking Office
.
. . Following
Joe Dumas, Republic office manager, spent
several days In Nashville booking with the
circuits located there Solomon of
Independent Theatres. Chattanooga, and Bob
Mascow of the Rlalto here, returned from
a business trip to Hollywood
their attendance at a Martin circuit manager's
meeting at Columbus. Johnnie Harrell
and Charlie Karr reported the closing of
these Martin operations February 1: Bell.
Marietta: Sunset Drlve-In. Amerlcus; Palace.
Valdosta and VUla. Villa Rica. Lois Cone,
Martin office, was back at her desk after
being out several days with the flu.
At a three-day anniversary meeting of the
United American Life Insurance Co., J. Ebb
Dunn was elected to the board of directors
He, along with other directors, were honored
for having sold at least $1,000,000 worth of
life insurance during the yi-ar Duncan operates
the Carroll and Family Drlve-In at
Carrollton . Christ ine Gilliam. Atlanta
movie censor, reviewed the pictures she
has previewed recently when the Atlanta
Better Films Council met at the Atlanu
Woman's Club.
The author of "No Time for Sergeants,"
Mar HviTiuii. who Ls a Georgian, was honored
at a dlnnrr by thr Atlanta Symphony Guild
The dinner preceded the opening of the play
at the Tower Theatre The play was originally
produced on television starring Andy
Griffith, then went to Broadway, and U now
being turned Into a motion picture .
Fllmrow vLsltors Included C A. Crute. Lyric
and Whitesburg Drlve-In. HuntsvUle. Ala.:
Alton Odom. Rltz and Harlem. Thomaston;
Mack Nations. Southport Drive-In. Bridgeport.
Ala ; Jlmmle Gaylard. Starllte Drlve-In.
Troy, and MScO Drlve-In. Entcrprtse. Ala.:
W. W. PIncher. Flncher Theatres. Chattanooga
and R. C. Cobb. Cobb Theatres. Payette.
Ala
"
United ArtUts' "Roar Like a Dove deals
with the humorous marital woes of a gay
young American wife of a Scottish lord.
Sno Cone Machines
Popcorn Machines
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Oo
. .
: February
JACKSONVILLE
Do* liardlnc has been absent from his projrctionist
duties at the Imperial Theatre
Jnr the last two months while working in
south Florida as a sound engineer In the
filming of "Across the E\erglade-s '
Florida's
biggest crowd-puller, the Florida Stale
Fair and Gasparllla Carnival. Ls expected to
have a half-milUon gate in Tampa during
Its run February 4-15. It will incJude a mulU-
GuardyourHeart
1 See
your
doctor
Get
enough
fest
L Control
jour weight
Keep
physically
fit
T-r
Give to
fight
heart disease
tude of displays m 25 exhibit balldings. a
three-day run of Rlngllng Bras. & Bamum
Ac Bailey circu.s. and a gala Pirate Invasion
and Parade on February 10 Each year Tampa
motion picture theatres benefit from the m-
f.ux of winter tourusts and Florida residents
drawn to the events.
. . .
Hank Heam, local independent boolcer, was
happy to be back home after spending several
months In the Will Rogers Memorial Hospital
for treatment of a lung Injury
The Jacksonville dog track featured Old
Yeller handicap races m advance of Manager
Jim Leviiie's opening of "Old Yeller" at the
Florida Theatre. The new Disney film drew
tremendou.s weekend crowds to the theatre
and congested street and sidewalk traffic in
a big part of the downtown area.
.\inong the exhibitors attending the Januar>-
20 "conventionette" of the Motion Picture
Exhibitors of Florida were Elmer Hecht
and Charles Goldstein. Wometco. Miami:
Mr. and Mrs. Carl Howell. Ocala: Horlon
Prudden. West Palm Beach; Ted Chapin.
Daytona Beach: "Red" Tedder. Palatka: Ed
Roberts. Gaines\aUe: Tommy Hyde. Tallaha.s.-iee:
B. B. "Deacon" Gamer. Lakeland:
Harold Spears, Atlanta: Mr. and Mrs. Philip
Harling. Fabian Theatres. New York: Mr. and
Mrs. Harlow Land. Mayo: Mr. and Mrs.
Charles Richelieu. Largo: Ronnie Otwell.
Martin Theatres. Columbus. Ga.: Mr. and
Mrs D. C. McComes. Miami: Ignacio Carbonnel.
Key West: P. J. Sones, Tampa: Arnold
Haynes. Naples.
.\lso Maurice Hensler, Aubumdale: Mr.
and Mrs. C. S. Dunn. Chattahoochee: Bolivar
Hyde. Lakeland: Louis and Jerry Gold. Pahokee:
Jimmy Biddle. Jasper: S. E. Britton.
Tampa: Bill Jibb. Tallahassee: Edward
Eckert. Dunedln. and Bill Lee. Keystone .
Among local persons at the Roosevelt Hotel
gathering were Louis J. Finske. LaMar Sarra.
Joe Deitch. French Han-ey. Mark DuPree.
Robert Heekin, Joe Charles. Peyton "Sport"
Bailey. Ed Rocher. Jim Levlne. George Krevo.
John Thomas, all of Florida State Theatres:
Fred Kent. Marshall Fling and H. S. Stewart.
Jacksonville Theatre Co.: Carlton Carter
Service Concessions Co.
Also Roy Smith. Roy Smith Co.: Mrs. B
J Stein and Jim Kirby. of Floyd Theatres:
Bob and Doris Farber. Stein Theatres: Arv
Rothschild and Clint Ezell. National Theatre
E:nterprlses; Mr. and Mrs. B. O. Benton. Bill
Wallace. Benton Bros. Film Eicpress: Frank
Winchell. TourLst & Convention Bureau: Mr.
and Mrs. Nathan Mallison. Jacksonville recreation
department: BUI Beck. Five Points
Theatre; Sheldon Mandell. St John Theatre;
Horace Denning. Betty Loop: Mr. and Mrs
J. W. Hill. DUle Drive-Ins; R E Turbyflll
and Jack Rlgg. Rlgg Booking Ser>'lce:
Charley King. Exhibitors Service, and the
branch managers and staffers of Paramount.
20th-Fox. MGM. United Artists. Allied ArtLsts.
Universal. Warners and Columbia.
over other forms of commercial entertainmrnt.
And to make the slogan even n 'tout

• •
'
. . That
Press Folk Select
Globe Nominees
ilt'l-l.V'iS Us.'!' ;:,'- 11 '.;>A"Kwal>. Jcuhuu
Uotui esjs>, Frrd Zlnncmann
.
Best comedy ur musical: Don't Oo Near the
Water. Les Glrl.N. Love in the Afternoon. Pal
Joey. Silk Stockings.
R^'-it dramatic per(ormance by an actor:
-n Brando iSayonara>. Henry Fonda
ry Men'. Anthony Franclasa (Hatful of
K*ui>. Alec Guinness «Kwali. Charles Laugh-
Ion (Witness)
Best dramatic performance by an actre.ss:
Marlene Dietrich (Witness". Deborah Kerr
'en Knows Mr. Allison). Anna Magnanl
d>. Eva Marie Saint tHatfub. Joanne
A ^t«'ard 'Three Paces of E^e>.
'tier nominations Included Maurice Chevalier.
Glenn Ford. David Nlven. Tony Randall
and PrmrUt Sinatra for best performance by
actor in miL^ical or comedy; Cyd CharLsse.
Tiuna Elg. Kay Kmdall. Audrey Hepburn.
Jean Sinunons (or best performance by actress
in same categoo'.
Best supporting actor: Red Buttons. Lee
J Cobb. Sessue Hayakawa. Nigel Patrick. Ed
Wynn. and best supporting actress: Mildred
Otmnock. Elsa Lanchester. Hope Lange.
Heather Sear>. Myoshl Umekl
Now In progress Ls a survey for the top
male and female "World Fnim Favorites."
Big Business Reported
In Foreign Theatres
HOLLYWOOD — Returning to 20th-Fox
after a month's tour around the world, director
Mark Robeon reported excellent business
on all big Hollj-aood pictures in every city
on his tour. He said that television poses no
threat to such films as "Sayonara" and
"BiKlKe on the River Kwal." which are doing
capacity business He also declared that
hrelcn fans are even more rabid about
BoUrwood stars than domestic (arts.
Robaon. who showed setnnents o( Jerry
MTald's 'Teyton Place" on his tour, .lald that
»ew faces get big plays In the (oreUm presu
"Everywhere I went I found an eagerness
10 know about American product." said Robn.
"ExhilMtors axirk day and night to icU
Ibeir public our tbows and it pays off "
No Shorts With 'Water,'
But No Patron Gripes
'
'NEAPOLIS—
When the picture L* as
a» "Don't Oo Near the Water." supg
subjects aren't needed and patrons
mlM them, reporta Lowell Kaplan.
Bcrger circuit buyer-booker "Don't Go Near
IIm Water" u runnlnc now at Berber's Oo-
^bar wltlxmt shorts and doing a smash busl-
MM and there are no complaints from custooMn.
Of coune. Kaplan points out, tba
katore picture must also be long enough to
live customers their regular money's worth.
MIAMI
•piir .Miami, Curlb and Miracle theatres Invhulrd
11
"Imnd-wrltten" messiige In their
iul> oil 'Hir Rn-my Below." The mr.vMkge
rt.i.s doMKiicd to attract feminine Interest
m a picture which ubviou.My is a mnn'.s film
"How many limes." read the ad. "has the
man in your life taken you to a movie uf
your choice because he thought you would
enjoy It even thouKh it was perhaps too
'iiiu.shy' to .suit hlni? NOW! Here's one he
will want very much to st-e. so why not Invite
hiin to see It with you? (Actually, Honey,
you'll love It too""
Walter Winrhell called Chief Barker Luther
Evans from California to .say that he
would accept the bid to be emcee here Thursday
'6' at the club's annual "Show of Shows."
WInchell .said he Is looking forward to working
with the areas top entertainers on making
this year's show one to be remembered.
The event is .scheduled for the Miami Beach
auditorium Summy Wal.sh. the producer,
said that participating stars will Include
some of the biggest names In night club, television
and radio entertainment. These names
are soon to be relea.sed. The Mai Malkln orchestra,
directed by Les Rohde. music director
for so many years at the Olympla. will furnish
the music. Tickets are to be placed on
sale in strategic spots In the area.
.\mold Schulman. former Miami Beach
"
schoolboy, whase "Wild Is the Wind hoi become
the highly successful vehicle for Anna
Magiiani. has taken over Joan Crawford's
Sutton Place penthouse but will be back in
town in March to meet Frank Sinatra for
whom he Ls writing a script . print
of "Farewell to .\rms." expected to be shown
to the TOA convention at the Americana
Hotel several weeks ago. never arrived. Nor
did Ernest Hemingway, who was expected to
come to Miami from Cuba to see it. Not to
disappoint Hemingway, however, a print was
finally sent to Havana. The Olympla. Beach
and Gables open the picture this week.
Mitchell Wolfson has been among prominent
Dade Count lans whose photos and
printed opinions, for and against a controversial
amendment .soon to come before voters,
have been featured In local new.spapers.
Wolfson was a memlier of the charter board
which created a new metropolitan government
charter Variety Children's Hospital
has a (500 guarantee from Arthur Murray
Studios here, as the minimum the hospiui
will get from the Medal Ball February
23 111 the Eden Roc.
f limine of "AcroM the Everglades" will
soon l)e completed. There have been a numlier
of oddities connected with the making
of the picture in Everglades City Latest concerns
Ray Osmer. Pelican Key's .social hermit
Osmer broke his vow never to work
again and accepted a bit part In the film
Further unexpected members of the cast
were two loggerhead turtles hailing from
the Miami Seaquarlum.
MINNSAPOUS— "Search
for
the (oortb Qneruna production. wlQ open
March 4 at the Century" where "Seven
Wonders o( the World " will have chalked up
83
RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
fa
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEA"rRE
PLANNING INSTITUTE
925 Van Brunt Blvd
Kansas City 24. Mo.
Gonllemen:
2-3-58
Please enroll us in your RESEARCH BUREAU
10 recsive inlormatlon regularly, aa relaosed, on
the lollowing subjeirls lor Theatre Planning:
n Acoustics
G Air Conditioning
Architoctural Service
n "Black" Lighting
n Building Material
n Carpels
n Coin Macluoes
Q Complete Remodeling
Decorating
n Drink Dispensers
D Drive-In Equipment
n Oiker Subjects
Theatre
Seating Capacity
Address
City
Stats
Si

C ALLAN MacNAMARA PofitatI by Fobion Bochtoch
"IT'S AGAIN FASHIONABLE TO BE TIIRIFT\
-
and 69% of our Soo Line employees are
saving regularly through the Payroll Savings Plan"
"It's again fasliinnahlr to Ix' flirifty, and it is reassuring
to nof

which
PROBLEMS
A/O DIFFERENCE IN
AND THEATRES'
OF DRIVE-INS
TOA Speaker at Meeting
Of Texas Airer Ass'n
Gives Program
;>\; ; \ Itie mxUi annual convenUon of
„.L li \.i l>rivc-ln Th«ralrc Owners Assii ut
the Baiter Hotel here lasl week concludetl
with a buffel dinner, trand bail iind a Uireeact
(kx>r show, with music by Earl Kay'A
band, in the Royal room o( the Dnlla:. Athletic
Clubk
The 1K8 oftlcers were Introduced. Since
the bo*rd of directors felt that "U you've
got a good man, keep him." Eddie Joseph.
Joseph Theatres. Au.stm. was re-elected president
(or a third consecutive term; Tim Fer-
(uson. Downs. Grand PnUrle. veteran lrea.surer
of the organization, was named first
Tice- president; R. A. "Skeef Noret. Skirue.
LAmesa. second vice-president. Bob
Davis. Perrln. Sherman, third vice-president;
A. J. Valentine. Dusk. Georgetown, treasurer,
and Johnny Pagan. Buena Vista, Borger,
secretary.
«M DELEG.\Ti;s ATTKNU
"^~
The conclave, attended by more than 400
delegates, representmg .some 500 drlve-lns In
Texas. Oklahoma. Arkansas and Lo ui siana,
had an optimistic, "upbeat" trend through
the t«x)-day sessions. Aside from the usual
cautions against defecuons that affect the
outdoor exhibitor, speakers In the mam were
confident that m 1958 and future years the
motion picture buslne.-is would be good—
prorlded good product, and an even flow of
Mmiae. was made available. Predominant
among the many talks was the constant reminder
that "teenagers are your livelihood
keep them happy—they're your future audience."
Dtsappointmg at Tuesday's luncheon was
the absence of two main speakers scheduled
for the session. Julius Gordon. National Al-
presi-
lied executive, and Emesl G StelllnR.s.
dent of Theatre Owners of America. The laller's
prepared address was given by George
Roacoe. field representative for TOA.
I IN UCK ALL PROBLE.MS
Easenttally the general problems of the
«trtT»-in theatre are the idenUcal problems of
coftventional theatres. " Roocoe said 'What
la gtwd (or conventional theatres is basica l l y
good tor drlve-tns. We are all part of an
indattry that has problems, plenty of them,
but no problem exists that Intelligent, concerted,
cooperative effort—by all facets of
exhibition, distribution and productloo—
cmni Uck."
StcUlngs. In his prepared speech, contended
that four b«alc problems face exhibition,
drlve-tns and conventional theatres alike In
UUs order < 1 > the orderly release of pictures
to assure a regular flow of product to the
screens. i2> prevention of further sale of
pictures from Hollywood to television. iJ) an
Integrated business-building, promotional and
•dvcTtistng campaign to bring people back
to theatres, and (4> all forms of pay Ulcrlskm.
"AU other problems are small in conparl-
(irrf-tlnc Trxa.H (ov. Price Daniel at the sixth annual Texas Drive-In Theatre
Owners .\v.'n roinrnli.in In I).ill.i.s last week Is K. K. "Ked" Slocum. exrcutlvr dlrre drlve-lns At AIP our
revenue is 40 per cent from drtve-lns now.
Audiences are 70 per cent teenagers, so our
'action pictures with a kick' will be l>eamed
at that 70 per cent audience "
Again reminding of the "Frankenstein" and
Dracula" double-feature booking. Nicholson
.said that "double features, once known as the
death knell for exhibitors, now are the llXeblood
for theatre owners."
The morning .lession heard Har\-ey Poserl.
»peaklng for Daniel J Edelman. public relations
director. Theatre Screen Advertising
Bureau of Chicago and New York PoMXt
said 'The motion picture adverUsment producers
and distributors have formed a new
research and informational agency called the
Theatre Screen Advertising Bureau. This
bureau will publicize for the first time the
advantages of theatre screen advertising as
one of the major media, and will promote the
use of theatre screen advertising as a national
media to advertising agencies and their
clients. Now our medium, your medium, will
have Its own spokesmen at the top levcLs of
the advertising world."
The welcoming address to delegates was
given by Gov Price Daniel, who termed the
outdoor theatre owners an "Integral part of
Texas industry."
Gordon McLendon, president of McLendon
Corp., Dallas, which operates four radio stations
and Trl-State Theatres, told how radio
spot plugs— with a fresh copy angle—delivered
over hts local station. KUF, had t>rought
hefty boxofflce results at his suburban Casa
Linda, a 900-seat hardtop. He cited the reruns
that brought more p>atrons than "when
they died a slow death In their first runs at
our house"—Citizen Kane, The Snows of
Kilimanjaro. Bad Day at Black Rock. Twelve
O'clock High. Twelve Angry Men and King
Solomon's Mines.
"We ended 1957 with 'Mines' and broke the
bank, as well as our previous record from
Citizen Kane.'" he said
"Some of you will t>e Interested to toUow
the results of a new experiment at our Casa
Linda Theatre, beginning February 3 R*-
meml)er a western 'Streets of Laredo'T We
have an announcement
i was played'
Thu Is an example of the technique of 'Imagery
transfer' which we have developed. Our
copy demands the creation of a plcturv In
listeners' minds- Imagery Iraxufer, If you
will No picture that can be put on a television
screen, no advertisement In a newspaper
can paint a picture as vivid as the picture
that the human Imagination can paint upon
'Continued on following page>
BOXOmCE Fet>ruar7 3. ISM SW-1

^m
Problems the Same
For Airers, Theatres
(Continued trom preceding pu«ei
the human mind. Often, the picture created
In the li.steners' minds by the announcements
are exaKgeraled pictures— but they are created
by the listener himself and thus are apt
to be far more provocative of attendance
than any trailer showing direct scenes. Other
imagery transfer spots seek to induce moods,
rather than pictures.
"I would not seek to tell you here that
radio represents a panacea for the ills of
the theatre But I will tell you that in your
average metropolitan city, only 66 per cent
of the homes subscribe to any daily newspaper.
That means that If you use newspaper
alone. >-ou automatically miss 34 per
cent of the homes, because they don't even
take a newspaper. Yet over 95 per cent of
these homes have radio. No. radio is not the
whole answer. But It Is a part of the answer
—these fantastic possibilities still Inherent
for us In tlie dark and uncharted seas of the
human imagination."
To Use 'News of
Day' Facilities
.According to a recent agre«'ment Universal-
International News will utilize the worldwide
news gathering facilities of "News of
the Day."
SEIVIN6 SOUTHWEST TEXAS
COMPUTE CONCESSION
SUPPLIU AND EQUIPMENT
Call on Us Anytimt— for Anything!
ALAMO CONCESSION SUPPLY COMPANY
IRV. CONN, M*r.
44* W. Mwtfci St. • S«ii An»onl«, T«i.
THANKS TO UKIVE-IN .VSSN
To the Members of the
Texas Drive-In Theatre Owners Ass'n;
My sincere thuiks and appreciation lor
the recognition shown me during your January
meeting. Tlie plaque Is beautiful and
the sentiment attached made me feel so
proud to be a part of an industry that gives
so much to so many for so little.
AgaUi I thank you, and success and happiness
to all.
LEROY BICKEL
Branch Manager (Retired),
Metro-Goldwyn-Mayer Pictures
Dallas, Tex
Spike Thrower at Airer
Given Jail Sentence
DALLAS — Joseph B. Parnell was sentenced
to six months In Jail when he peaded
guilty In misdemeanor court here Monday
1 27 1 to a charge of throwing spikes on the
parking area of the Linda Kay Drive-In at
Kleberg last August. Judge Dean Gauldin
.sentenced Parnell, 40, who earlier had been
convicted by a jury and assessed a two-year
jail term and a $2,000 fine. The judge granted
Parnell a new trial because of alleged "hearsay"
state testimony. The unexpected guilty
plea negated the scheduled second trial.
Parnell and his wife also pleaded guilty in
criminal district court to felony charges ot
malicious mischief in connection with the
spike-throwing at the drive-in. The husband
received a two-year suspended sentence and
his wife was given a two-year probated term
by Judge Henry King. Testimony showed that
S70 damage had been done to car tires which
ran over the sharp spikes.
Frank Gille.spie. the dnve-in owner, testified
In the misdemeanor trial that the spikes
were thrown after he refused to hire a union
projectionist.
L. J. Duncan Receives
Cable Theatre Okay
WEST POINT. GA.—L. J. Duncan, operator
of the Al-Dun Amusement Co. here, will
be able to operate clo.'ed circuit television,
or home theatre television, for 30 years here
by virtue of a special ordinance passed last
week in a called .session of the city council.
The ordinance l.s almost identical with a
simiUar document pa.ssed recently by the
Lanett council.
Duncan now is forming a corporation to
^el up the local communications operation,
and he said detalLs will be announced later.
Spec.fically. the ordinance gives Duncan
authority to operate an electronic home theatre
and a closed circuit .system for the purpose
of receiving and transmitting by means
of a coaxial cable, television broadcasts and
other electronic communications of pictures,
sound and other signals to television and
other receiving sets of subscribers to its
services.
Initial plans. Duncan said, call for sub-
.scrlptlons to a service that will deliver programs
over three or four channels by means
of a cable. He said the corporation will lay
the cable and make the installations in the
Individual homes.
Southwest Appearances
Set for Clint Walker
NEW YORK cum Walker, star of
Warner Bros.' "Fort Dobbs." Is assisting a
50-theatre Texas and Oklahoma saturation
opening with an extended personal appearance
tour of the two states. He will be mtroduced
to theatre audiences by local ABC-TV
commentators. He has built up a following
by starring in the Cheyenne series produced
for television by WB.
Walker was at the Aztec In San Antonio
Wednesday i29i and, on successive days, the
Metropolitan. Houston; Majestic, Dallas, and
Worth. Fort Worth.
How SEAL-A PATCH TAPE can save you
$300 to $800 a year on seat repairs
PhotM obo»e ihow octuol restoration of theatre seots with SEAL A PATCH TAPE— the
Miracle Scat Reirorer' "A ititch in time saves nine" SEAL A-PATCH TAPE mends seats
quickly, easily Anyone around your theatre con do the |ob
SEAL A PATCH TAPE is cosy to use— if takes only I'j to 4 minutes to repair os a rule
What's more, seat con be mended up to 50 times and repairing never be noticed by customers.
SEALA PATCH TAPE— is guaranteed to please or money back.
Scot cover installed costs about J2 Repair with SEAL A PATCH TAPE costs only about
3 to 7 cents' And some thorough job as in photos can be done in your theatre
A bod seat it o poor advertisement. Think it over!
Check with your Supply House— they will show you how to do it We have
dealer in every supply center in the USA
63 Per Cent of Canadians
Have TV Sets in Homes
ori.^'AA A liaMTimunt tnidc ii'port
shows th.i- I'.j ,
; I cent of the 4.055.000 hou.seholds
In Uif tounlry had television receiving
sets in 1957. compared with 54 per cent the
previous year.
The statement said that the largest proportion.
70 per cent, was found In the provinces
of Ontario and Quebec, followed by Nova
Sootla with 60 per cent and BrltLsh Colun.'
aO per cent. Radio sets were in use In 96 ;
cent of all households In Canada.
Dogs Day at Criterion
OKLAHOMA CITY- It was dogs day—
Saturday ili at the Criterion Theatre. The
occasion was a special showing of "Old Yeller."
a story about a Texas pioneer family
luid » big yeller stray dog. At 10 am., the
Uieatre opened Its doors to dogs ana their
owners to see a preview of the film. Manager
tVin Walls antlripatod ii howling success.
SPROCKETS GROUND TO FOX HOLE S? 00 EACH • EXPERT SIMPLEX PROJECTOR REPAIRS • SAVE MONEY •
SHIP DIRECT TO • LOU WALTERS REPAIR SERVICE-8548 SAN FERNANDO. DALLAS TEXAS. DAVIS 10341
SW.2 BOXOmCE :: Februar>' 3. 1958

DOUBLE BOXOFFICE BLOCKBUSTER I NO. 18
DOUBLE SPECTACLE-TERROR!
FABULOUS! FANTASTIC! TERRIFYING!
CONTACT YOUR
7tts/ina£La/ial EXCHANGE
EMPIRE
PICTURES
101 ODONNfLL
DON ORIERSON
20n JockuM StTMt OAILAS I. TEXAS
SCREEN GUILD PRODUCTIONS
LOIS SCOTT
H E McKENNA
7M Wnt Grand Atmm OKLAHOMA CITY 2. OKLA

. The
DALLAS
TViTrl Turmr, Texas representative for Orange-
Crush. Ls offering to donate hus time to
exhibitors to show Improved merchnndlslng
of concession Items His ser^•lce Is designed
to gain more profit from the snack bar. regardless
of the sale of his product or not.
Turner previously was with the Walgreen
Drug Co for a number of years where he was
taught better merchandising. For this gratis
.service he can be reached here through Dan
O Lawson of A.vsoclated Poixrom
BUI Sarirrnt has been appointed manager
of the Ed Bowen and Ted Lewis Cinderella
Drive-In Dollar a carload nights are featured
each Tuesday and Wednesday. The
car capacity Is 950-speakers with a 50x100-
foot screen . South Loop Drlve-In
held over "Pal Joey" for a slx-nlght run,
paired with "Beyond Mombasa," according
to Manager Rex O. Hudson.
. . . didn't run
Jark Gordon, amusements columnist for
the Port Worth Press, covered the special
screening of Buena Vista's "Old Yeller" at
Interstates Seventh Street Theatre for 30
dogs and observed that they "were better behaved
up
thaii most children
and down the aisles or hog the water fountain."
Gordon continued with a bit of encouragement
for the human race. He reported
the dogs did not buy popcorn during
the .showing, ".so dogs will never be as welcome
In theatres as kids." The feature
opened at the Worth.
H. S. "Mutt" McMurry is now running his

. For
added
Nutmeg Showmen
LOOK, MA, NO COMMERCIALS!
Look for Better '58
Nt:W llAVtN n!U'itUU! ^I\o^^llll•^l
bkrkliiK in rnthu.iln.tm
Evrn A cuMial prrutiO of t)ir statr'j
30 doily nr*si>«i>rr» kIvcs the Intcrrslrd
kwkrr > Rood cruAS-.srctlon of prrdoiiilnnnt
(r«llt>s on both thr circuit and indciH-ndrnt
level in lamr. nictropolllan centers,
Hartrord. New Haven and Brld«rport.
In thr Mnallrr >ttuatlons. such as
Tttrrtnatton and MIddlctown.
In the forefront of any dl.tcu.vilon
field L* Fnuik Ferituson. promotion
Batlry Theatres. .suburtMui New Haven
cuit He telU BOXOFTICE that with
tinued faith and confidence In the
mperiority of the motion picture, nil
viU reflect Increased grosses and
morale over 19Sa
The PrrKU-son statement u roundly
onded by such enterpristiiK executives
MUte Adomo. assL^tant fteneral manager,
HAD Theatres. Mlddletown: Ernie
operator of the State. Torrlngton;
Samuel Safenovltz. new owner of
Theatre. Norwich; Milton LeRoy, Blue
Drive-In Theatre Corp. and Mike
Hartford Operating Co.. Hartford.
All contend that the industry l-;
promuing future, given the proper merchandise
and accompanying promotion.
Ferjmson. advertLsing the British
-IJoctor at Sea." at the Whitney
Bacd this enticing copy: "No doubt about
The devU Invented Brigltte Bardot.
naughty but nice and so full of spice
•howtng her twice at 8:10 and 12:10!"
POT Miss Bardofs "And God
Woman." playing the Lincoln here.
Sampaon. Robert Spodick and Norman
of the burgeoning Nu'.meg Theatre
ran the lines. "If you haven t seen And
Created Woman.' then, you haven't
Brtcllte Bardot!"
MUs Bardot's attractions have t>een
ing up astounding attendance records.
Boris Morros Spy Story
To Be Columbia Release
Srw YORK Columbia Pictures
bought the motion picture and television
rtfhu to the espionage experiences
Morros. producer and musical director.
de Rochemont will produce the picture
DMU- future Morroa vUI be technical
and conmltant
Newspapers and Look macazlne have
lished the story of Morros' adventures
and counterspy Viking Press will
It m book form April 1 The UUe of "Spy
Counterspy" has been tenUUveljr set
book and film
De Rochemont Is comipletlng the
Clnemlrade picture. "Clnexnlrmc'.e Adventure
Ht wUl make a second In the proces*
'^^pittln* the Morrof film. He ha*
' a number of film* dealing with
CohunbU and de Rochemoot
— --^ouiy asaocUted In the production
button of -Walk Ea.it on Beaoon"
> ar Whittle u Batoo Fall* " Here's Reason for Return to
After Novelty of TV Wears Off!
WACO -Oyiiter Quill. amusementK editor movtea.
of the Tribune- Hrriild here, sums up an attitude
which many people are beginning to fort and watch pictures
There, nt least. I sit In
feel toward television, and which theutrfmen Tlie best my home set can
hope will become the dominant public reaction,
with the.He words, "For .screen enter-
mobility, restrlct-s its use
a size that robs the television
tainment, make mine movies."
ium .shots Or. I sliould
Under a two-column head. "Look. Ma. No for the boys will still try
Commercials Screen Treats, Make the pan shot. wlUi dl«>ustrous
Mine Movies." Quill wrote In a recent Sunday
Issue:
ing! Not to say repetitive,
And the commercials:
• • •
few clever ones lo.se their
You leave your chair to cross the room and rounds. And. what Is worse,
adjust the controls or change channels
every few mlnute.s with
The doorbell rings—someone is wanting story continuity or mood.
someone at the same house number on another
street.
Mickey Mou.se Club, you
And, nowadays. If you
A plane overhead muffles the sound and tube rest There are exceptions,
causes the picture to wave like Old Glory. and -some of them notable.
The telephone rings Wrong number? What Shakespeare I saw the
consolation Ls that?
"Twelfth Nlght"--reduced
The picture goes haywire The crazy mirror half (all the sp>onsor would
In the carnival's Fun Hou.se can do It better. admittedly considerable)
"We have temporarily lost the audio portion
of the program. Please stand by"—and ing similarity: sponsor control
And there are admitted
watch the Jaws flap soundlessly. This never trol or. Just as bad, the
happens during the commercial.
stories with stock characters,
The local announcer cuts in to warn of a easy cinematic situations
tornado In .southwestern Arkansas.
Ingredients of any vast
Volume too high for dad. too low for lad. tory I but multiplied, on
Mother wants Playhouse 90 at 8:30. Junior hour I : and reduction of
wants Tennessee E:mle at 8:30. Dad wants to copy boys—by the advertising
quiet, especially at 8:30.
rector, producer and actor
Honestly, now Isn't that television In your by the studio office or
home?
In films.
Sure. I'm among the millions grateful for But we're not likely
television. Ftor topical broadcasts, ball games 'Around the World In
or a President addressing Congre.ss. It's tops. Peace," "Ten Commandments"
But for screen entertainment, make mine fo mention only a ver\-
You're Missinff A Beaui'^Ii
'.
you haven Swingfog to the job faster, better
'..•cur Insect Fighting Equipment. economically any
yVhy' Because Swingfog, the only drive-in, it will be
Portable Pulse Jet Fogger and to control mosquitoes,
Sprayer available, can help you out nr.d m:tes. wasps and
of the toughest control problems Swingiog in concession
you've ever faced Swingfog will do areas
SWINGFOG
Succtuiulh ut»d by Drirt Ini
itinughout
tht couirtry.
^czi
For information contact thiie dittrlbutort:
Tila Sal*i Company. Wh»atoiv. 111.
Rciaaich Product*. Koniaa City. Mo.
Van Wan Fog Equipcntnl & Supply.
Portland. Or*.
E. S. Browning Co.. San
Fog. Incorporated. WyckoH. N. Horlnoy Spray Corp..
I.
Southarn Mill Cr**k Product*. Tampa. Honry Slainor. McAlUn.
Fla.
Tho Fog-Air Compony.
Theatre
unlnterniptetl com-
that have dimension.
offer Is 21 Inchea,
camera of tla
to rloseupK or med-
say. Its effective uae.
the long .shot and
visual results
Insipid, regurgitat-
.so that even the
punch after a few
thrown at you
arrogant disregard of
don't like westerns or
might as well let the
to be sure,
But don't cite
most recent one,
to on hour and a
go for, which is
and to absurdity.
areas of distress-
and code con-
fast-buck approach:
formula plots,
and the predictable
entertainment fac-
television, every half
serious script writers
agency, di-
in television and
the New York office
to see things like
Days," "War and
and "Giant,"
few. on television.
and more
time. At your
simple for you
flies, midges
bees using
or parking
Prondaco. Colli.
Dodham. Mass.
Tax.
N«w York. N. Y.
iirrll t
niujor
on-
such us
and
Norwich.
In thl.s
chief of
cir-
con-
artistic
theatre.s
better
sec-
as
Orecula.
Atty.
the Yale
Hills
Alperln.
facing a
Import.
here.
It!
Shes
were
Created
Leonard
Blalek
80
circuit.
Ood
seen
chalk-
haa
of Boris
LouLt
In the
advlaor
pub-
as spy
publLih
and
for both
first
"
after
already
F^I
were
and
and
Robert Aldrlchs film. 'The Extra Edge" a
Chlted Artists' rele»»e. wUl be fllme»1
principally m Berlin.
BUFFALO COOLING EQUIPMENT
iiCr* 0«k Lawi toon lo: BUFFALO ENGINEEfiING CO.. INC Dallot T«iot
BOXOFnCE February 3 ig6«
SW 5

OKLAHOMA CITY
pmployrs of RKO when that exchange was
dosed some time b«o have all secured
employment elsewhere. Ralph B. Williams,
former manager Ls selling real esate here
and doing very well. Dan Snider, office manager,
now has the same position here with
U-I under Chos. Hudgen.s. exchange manager,
and geus out In the territory at times.
Chester Blakely. former RKO salesman is
operating a dnve-ln for Charles Welsenberg
In Wichita Palls. Tex. Paul Fielding, salesman.
Is with KILT in Houston as an advertising
.salesman. This station Is owned by
Gordon "The Old Scotchman" McClendon of
Dailas and is managed by Bill Weaver, son
of C. H. "Buck" Weaver, Paramount manager
here. Fielding L-; doing very well for
himself In a new field. He was with RKO
YOUR COMPLETE
EQUIPMENT HOUSE
CENTURY
DEALER
SUPPLIES
EQUIPMENT
CONCESSION
SUPPLIES
FULLY EQUIPPED
REPAIR DEPARTMENT
OKLAHOMA THEATRE SUPPLY CO
628 Wc^f Grand Ave Telephone: RE 6-8691
Oktohoma City 2, Okla.
FAST SERVICE !
SEATS
REBUILT
REPAIRED, RECOVERED
No Job Too Large or Too Small
Sliillcd, dependable croMsmonjhip Widest
choice of fabrics, colors. Rofes surprisingly
reasonable
EAKER THEATRE SEAT SERVICE
Okla Clry 11, Ohio
PO Boi *3JS Pho CA 7-36t3
SETTER QUALITY SOUND REPRODUCTION-,
• Tc»t Loopa for chfcttnq lound I cm foof r,t 'jOCiOfy o* Molion Picf
• Spociol pric»i on vocuum lubot.
WESLEY TROUT
P O BOX >7S, INID, OKLAHOMA
and Its
predeces.sors for many years and lived
m Gulhne He recently .sold his home In
Guthrie and bought a new one In Houston.
Katherine Clark, former RKO booker is now
a.'-sistant booker for Paramount. Molly Snell.
RKO cashier, is with the Morrison Investment
Co.. here and likes her new work very
much. Rose Lee. stenographer. Is with United
Artists In the same capacity. When Oklahoma
City Shipping and Inspection Bureau,
operated by Bet Balrd. took over the shipping
for RKO. It absorbed most of the employes
In the .shipping and In.spectlon rooms.
Ct. K. Crumplor. Gentry and 69 Drlve-In
thcares. Checotah. made a flying trip here
Thursday i23i. Dick, as he is better known
by the industry, met with officials of the
Oklahoma City Chamber of Commerce, In
reference to water resources in Oklahoma.
He is past president of the Eufaula Dam
Ass'n and chairman of the board of directors,
director of the Mississippi Valley Water Ass'n
and also director of the Arkansas Basin A.ss'n.
He has been active In helping on the Eufaula
dam, which is to be built on the Canadian
river near Checotah. Crumpler recently made
a trip to Washington, D. C, and his committee
was instrumental in getting $50,000 for
preliminary work on this dam.
Mrs. L. A. Newcomb. who operates the
Lakeside Theatre, has been recuperating in
St. Anthony's Hospital with an injured back
which she received in a fall in October
However, .she was due to go home Wednesday
'29i. her husband. Dr. Newcomb. told us. A
picture of her in her hospital room appeared
m the Daily Oklahoman Sunday i26i. She
.

. of
Blind Picture Fan Likes
Westerns, Love Stories
MIAMI — Woineli-o utiiiiU.s .sUilltlcv. persons
Uff to ttU theatr«,s. lUid thoreforr Kuby
: caA>ilrr i»t the Eiaex. retumcd thr nd-
;on money to David C Hun.t. who hud
:.

We took a tip
from a typist
The question came up at a Heads-of-Departments
meeting. Production told
Personnel
that his new typist asked that a
portion of her salar\' be set aside for U. S.
Savings Bonds. Could it be arranged?
How
This one question posed another:
many more employees, like the typist,
would like to buy Savings Bonds automatically
through Payroll Sa\ings, yet,
were not aware that we've had a Plan for
years?
Finding out was simple.
A phone call brought the assistance of
our State Sa\ings Bond Director.
He
hclptcl plan a company-wide campaign,
and pro\ idt'd all the materials to inform
our people about tiie advantages of U. S.
Savings Bonds. Everyone receix ed an application
card.
The upshot? Employee participation
shot up to the highest percentage since
the mid-Forties, .\n^.\
was conducted in
never interrupted.
the whole program
good order. Work w.is
Toda\' there are more Payroll savers
than e\er before in peace time. Look up
your State Director in the phone book or
write: Savings Bonds Di\ision. V. S.
Treasur)' Dept., Wiushington, D. C
ifc
B O X O F F I C
E
tM » J co«».iiiNT Dou NOT m roi iHij Ao««iiHiiui. m riutuii nn»:m "' '"*•*» '" ""'* '*'"•"»•• "« ^w""""' ««»«' »" '« •«*«• *"«•
SW-8 BOXOmCE
;
:
Februao-
3. !>*«

WISCONSIN ALLIED SPARKS
BUSINESS-BUILDER DRIVE
200 Exhibitors Exchange
Showmanship Ideas at
Milwaukee Rally
IfCLWAUKEE—Some 200 exhibitors, repro-
Mntu>4( pmcueally every s«.>cUon of Wlsconttn.
aUended one of the most successful buslncoa-buUder
ruJlles ever conducted in this
are«. It waa the first mectuiK ol its type
ipofLsored by AiUed of Wlscoiusin. and wus
held Tuesday i21>. at the Hotel Pflster here
Ben Marcus, who heads the circuit bearing
his name, spearheaded the conference.
•nd kept Ihlngs movUig. "I want to welcome
you exhibitors, and In particular, those of
you wbo came such long distances In UiLs
raging snowstorm." he said "I detect a note
of pessimism and. perhaps, not without a certain
amount of reason. But, I want to tell
you here and now. that as an exhibitor for
the past 33 years, and a large chain to guide,
my circuit Is not for sale! And I'll accept no
offer from anyone. t>ecause I anticipate a
great future In the motion picture business.
CITES T\'
PAGE AD
"Yes, we have our problems: tas he held
aloft a fuU-page TV staUon WXIX ad ballyboolng
the large number of feature films to
be offered the public > can you all see it?
"Now. that's downright misleading. According
to thLs. It gives the public the Impression
that they are going to see practically
every feature film on their channel
shnrtly after the producers release the prod-
You will note. too. that In this Ust of
.^ they are going to give the public for
free, are some of the same stars you are
right now plugging at your theatres. So. it
means you are competing against yourself!
"Look! If the Boston Store here puts on a
nle of men's suits priced at $26. and a little
further down the street, Gimk>els came out
with a similar line, perhaps a Utile shopworn
or something, at about one-third the price.
you can imagine what would happen.
"Naturally, we anticipated some difficulty
with TV. but when the producer made the
fatal mistake of turning those mo\'les over
to TV for free public consumption, that, was
the last straw
CA.VT RIDE IWt) HORSES
"Thm it no question about it. TV has hurt
Vi. True, It hasn't knocked us out. but It's
|o( us reeling around trying to find wajrs and
means to help ourselves. So, what can we do
aiMut It? Well, we can register complaints.
and hope that the producer will iLiten But I
know for a fact, that they can't have their
cake, and eat it. too. Tliey Just can't sell to
TV and the exhibitor, tool"
Marcus then quoted Juliu. Srttrlr. I'ul.isiti .ind Srvmiiur; Dan Dallrv. Viking, .^pplrlon: II. L.
Stolzman. Kivrr K.ilLs. Sl.iiidini;: Don Dr.ikin. Wisconsin DrILs: (ieorcr .Andrews,
Colonial. .Milwaukrr; Hen >lari u>. Marrus Ihralrcs. .'Milwaukrr; Evelyn (lulenbrrj,
.. (1. Krinliart. .\li:onia: Sijt (ioldtxTK. Ilollyuood. WauKau:
Vem Bover. N'ernah; Kudv Koutnik. lliKliHa> l.'> Ilrive-Iii; Hud Owen. VIr, (ireen
Bay: Tom Watson. Blanrh.irdvillr; Kd .Mo.vle. .Marshfirld; Harold Pear>on, rxrrutivr
.secret;u-.v, .Mlird. .'Mlluaukre, and rear, riichl: John .\dlrr. .\dlrr circuit, .Marshflrld.
if, during this period, it is found that they
have to sell to TV, perhaps a more equitable
setup can be developed, and you can advertise
that no film you are playing will be
shown on TV for at least seven years.
"Our boxoffices can still get ten times the
amount from a reissue that a producer can
get out of a TV station, and unless we can
make these producers understand, and get
on with .

and
. . Read
. . you
. . Punch
. the
. but
Allied Sparks Business-Builders
1 Continued troni prfci-duii; putii'
>'ourseIf. to operat* an up to datr thi-iitri'
•Prople today, come Into a theatre wiUi a
chip on thpir .Oioulder "nn-y practically dare
you to RO ahead and entertain iheni And
that Roes (or the picture as well a* the house
Itself It reminds me of u small theatre I
took over upstate a short time a«o The
town people called me and asked me to look
It
over.
"One look at that house." he sighed, "was
enough to turn me away In disgust. The
people who ran that theatre, dldnt deserve
to make any money. Of course, It was all
shuttered up. but the doors alone were
enough to turn anyone away. Well, anyway
I changed the marquee, replaced the doors
I had a couple from another theatre still In
first class condition > made a number of
other changes. Todry. that theatre is paying
off .. . not much, but It will come out
all
right as time goes on.
TOO MUCH PESSIMISM
"And this Is about as good an opportunity
as any. to pass on a few remarks regarding
pessimism. Too many of you are going around
spreading the gospel of gloom. I say it's all
WTong. Naturally, we can discuss our problems
amongst ourselves, but let's not be carried
away by having our employes kick it
around with other people. When you tell
other folk how bad your business is. they immediately
get the idea that the theatre is
not the place to go.
"Talk prosperity, and do something to
prove It. The fact that 'The Ten Commandments'
is still packing em In, proves that
there Is a lot of good business to be
had. Look, If I say I'll come into your theatre
and give you one good Idea, and you
agree to come Into one of my theatres with
a good Idea for me, I believe we are going to
get somewhere. We've got enough big men
here today, who are going to come up with
some big ideas. That's what we're here for
... an exchange of ideas. So. without further
ado. let's start with Harry Mintz, an
official of Stanley Warners.
DECEMBER A
GOOD MONTH
Mlntz— "Marcus said December was a good
month for hLs circuit, and so It was for ours
as well, proving there Ls business to be had
. . . Are you sufficiently interested in the type
of cashier you have In that boxoffice? And
how she greets the patron? Let us say you
knew that Mr. Marcus was coming to your
towTi. and you invited him to dinner Why.
you'd go to the extremes to make certain that
hl5 vLsit was a plea-sant one.
"But, you go to a theatre, and what do you
see at .some of the boxofflces? One might be
paring her nails; another can be .seen reading
one of her favorite novels, and the greet-
.
. they're getting
ing. If any. Is one of boredom personified.
I say they should be educated Then, you
come to the doorman. Perhaps his uniform
is worn and unprcs.sed. maybe even a size or
two too large for him. The u.shers fall in the
same categoo' But, how many of them make
no attempt to show a patron to his seat
They're your guests! Why not treat them
iirrordingiy?
Perhaps a« you enter the theatre you find
It too stuffy It meanji the Janitor needs a
bit of prodding the trade p«peni
thlUKB are looking up
b«Jfer"
T:aiecky, vice-president of the I, F.
.11 WBA then called on. "Like MlnU
.suid. unii-.vs you tiave the cooperutioii of the
projectionist, for fxample. you can't expect
a good picture," Janecky asserted. "We've got
to get back to the little details, if we are to
remain in the theatre business.
"Several of our managers are bringing in
.some mighty fine rentals ... to unions, food
stores, numeroas merchants and industrial
firms. That's all 'found money" and always
welcome.
"And we've Ijeen having very good .success
witJi our spook shows. One of our managers
had a casket in his lobby . had to pull
back the drapes to .see It but you got a .scare
when you looked, for he had a dummy
sitting up In that coffin that made you step
back In awe for the moment. It's that type
of showmanship that keeps 'em coming.
Sometimes we tie It in with a giveaway ticket
. . . the ticket plus 25 cents allows them to
see another .show. In some of the smaller
towns, we put out cards for early shows at
a reduced rate.
KNOW YOUR BOOTHMAN
"Many a union business agent has come to
learn the benefits a theatre can provide for
his organization. These agents like to have
their constituents know they're doing .something
for them. Sold them a large number ol
. . $15 a thousand . . . ol
tickets. Why, we've even got them to pay for
printing the cards .
course, the agent and our manager have to
put their signatures on them, but It has
brought us a great deal of business, even
though it's at a reduced rate."
In his concluding remarks. Janecky explained
that for a coloring contest in connection
with "The Miracle of Marcelino," appearing
at two Gran houses simultaneously,
a total of 10,000 heralds was handed out at
the schools, churches and the theatres, and
over 75 per cent of them were turned in. He
said the Hot Rod shows were going over big.
and added that even the mayor's wife (Mrs.
Fi-ank Zeldlen had become interested In
kiddy movies at the Oriental Theatre, and
personally was making the rounds plugging
the shows.
At this point. Marcus mentioned that daylight
saving should be brought into the picture,
and called on Big Goldberg, past president
of Allied. As chairman of the legislative
committee, Goldberg Intimated that most exhibitors
felt that only the outdoor theatres
would be really hurt.
"But we've come to learn that It has hurt
both indoor as well as the outdoor, and we've
got to do .something about It. We took a beating
last year, but we can muster our forces
and lick It. Get to those mother's groups.
PTAs. the farmer and even the factory
worker, becau.se we find he doesn't like It as
much as he had been led to believe he would
Even the re.sort owners are now against daylight
.saving. Why the Ray-O-Vnc company
at Madl.son. which maket. batteries. Is pulling
out becau.se of it. There's a bill coming
up In Congress now to defeat this daylight
.saving business, and we've got to get behind
It"
Charles Martin hailed hLs dividend ticket
arrangement as the answer to boxoffice
.slump. He explained that a dividend ticket
. Is a part of the admission price to your
theatre The amount of the dividend ticket
depends on Uie average adml.sslon price. We
contact the merchants In your town, and .sell
them on the Idea of giving dividend tickets
to their customers Tlie boxofflc* value Is
3 cents: when sold to the merchant, however,
you get the full admission price when redeemed."
Vem Boyer. Neenah. then took over to
enumerate the various approaches used to
add extra revenue. He said he was particularly
concerned with the booklet issued annually
by the U. S. Chamber of Commerce,
which lists the special days, weeks and months
In 1958, and Is combined with the Trade Promotion
Planning calendar, a copy of which
was to be found In the kit provided each one
attending the meeting.
USED MONEY DATE CALENDAR
Boyer a.sked the audience to turn to
various pages In the calendar, and cited the
many special day and week arrangements
which were tied in with numerous theatres,
including holiday shows, back-to-school
shows. Hillbilly Jamborees, rock-around-theclock
jalopy party, coloring contests, Hl-Pl
spook parties one-cent .sale f)artles, etc.
Larry Beltz, Grand of Wausau, elatwrated
his continued success with merchant-sponsored
Christmas parties. Bud Owen, Vic,
Green Bay, Invited to explain his experiment
on wallet -size stills of stars, said it was amazing
what a handout of this nature could do
for the boxoffice.
Ranee Mason of the Upper Peninsula theatres,
told of a halrstyllng demonstration,
which he had the Beauty Salon Ass'n sponsor,
which put out the tickets, promoted all
the prizes, and charged 50 cents per ticket.
Otto Settele. Seymour and Pulaski, explained
his approach to stage spook shows.
Disc jockey shows also were proving successful
in his theatres. He said It was sitfprising
the drawing power these jockeys had,
and merely having them on stage playing
audience .selections always went over big. Student
high .school ticket sales, with students
getting 40 per cent as their share, was a
standard routine, too.
"Those kids sell tickets by the hundreds,"
he concluded.
.
REVENUE IN CAR AUCTIONS
G. Ellison, Wautoma, cited his car auctions
as his best extra revenue-pro

HI
DOUBLE BOXOFFICE BLOCKBUSTER I NO. 18
DOUBLE SPECTACLE-TERROR!
FABULOUS! FANTASTIC! TERRIFYING!
NOTORIOUS BEAUTIES LOST IN A PAMTASTIC HELL-ON-EARTH !

4
who
has
February
TOA Unit in
Minneapolis Area Will
Be Object of Meeting March 13
MINNEAPOLIS— Ben B«TK«rr. loiiKiimr Allied
States topper and (or moBt of Its existence
president of the local North Central
Allied, ha* been Invited to a theatre owners
meeting here March 13 to bring Into l)elnK
a Theatre Owners of America affiliate to
supplant the present National Allied unit.
Exhibitors Trade Ass'n, which apparently Is
on Its last legs.
Berger said he "may" attend the March 13
meeting "If only to express my adverse feelings
In regard to TOA "
Harold Field. Exhibitors Trade A.ss'n board
chairman and a TOA director, did not invite
Berger to last week's meeting which Field
arranged to set wheels in motion for the
March 13 gathering.
This territory always has been a National
Allied stronghold Berger last year refused
to be a North Central Allied candidate for
re-election as pre."iident because some of the
largest dues-paying members disapproved his
belligerence toward the film companies and
were coaslderlng pulling out. Ted Mann, one
of the area's most successful circuit owners
and who opposed "fighting" with the distributors,
was elected pre.-^ident and the "conservatives"
took over and renamed the
organization, which has been largely inactiv*'
**\*»r '-mr'*
HiTKiT .Miy.'. lie iccl.s .strongly that any independent
exhibitor organization's principal
concern today .should be with the "deplorable"
situation which "finds many small-town exhibitors
unable to obtain boxofflce pictures
when they're 'hot.' if at all. and at an abilityto-pay
price" And. he feels, TOA Isn't interested
In this problem.
Among those al.so prominently present at
la.sl week's meeting was circuit owner Eddie
Ruben who is a TOA vice-president and
txiard member, and Charles Winchell. Minnesota
Amu.sement Co. general manager.
Mann is in California and was unable to
attend.
An far as known, the only trade paper
invited to cover the meeting or at least given
a report on it. stated that the new body's
dedicated purpose would be to the proposition
that "the most important job confronting
exhibition today is a united effort to win
back the theatre audience" and it will devote
itself principally to "build" theatre busine.ss
in the area.
Circuit owner Gilbert Nathanson is head
of the committee making arrangements for
the March 13 meeting.
Several years ago Field and Ruben tried
tinsucce.ssfully to launch a TOA unit here.
'Old Yeller' Hits 210
In Milwaukee Bow
MILWAUKEE— "Old Yeller" led the downtown
parade, with "Around the World in 80
Days" clo.se behind. But '80 Days" has been
holding up for 33 con-secutive weeks. It opens
next for an extended run In Green Bay. One
snowstorm after another in this area hasn't
helped any of the boxofflce receipts Business
was good, considering.
(Average Iv 100)
Alhonibro And God Creoted Woman fKtng^lev).
5th wW 130
Polocc— Eighteen end AnxKxrt (Rcpl, QUi tn
tho Woodt (-. ; 8S
R.verndc Old Ysller BV) 210
Strand— Around llic Worid in 80 Ooyt (UA),
33rd «t 200
Towne-—Rointfcc County MGV,, 4th wk 155
Worncr—The Torniihcd Angols !U-I), Thof
Night (U-l)
US
Wisconsin—Fonvor Dariing (MGM); Hit the
Deck MGM '!• isue-, 2nd wk 65
Grosses at Omaha
Mostly Strong
OMAHA—Two holdovers bettered average
gro.s>^es for the third week In a row on the
downtown film front last week. "Sayonara"
went to 130 per cent at the Orpheum and
"Eton't Go Near the Water" closed strong at
the State.
Brondeis—The Long Houl (Col;, Town on Triol
(Col) 90
OfTioho— Jamboree W6>' The Gr««n-Eycd Blendo
(WB) 85
Orpheum— Sayonara (WB), 3fd wk 130
Stote—Don't Go Near the Water (MGM), 3rd wk 110
Varieiy Club Gives
Hospital Big Sum
.MI.N.NEArOLId I:iii.iiL-,s,,iVf ceremonies
marked the dedication of the additional floor,
the fifth, to be built on the Variety Club's
heart hospital on the University of Minnesota
campus thLs week. 'With the club's
officers and board members participating in
the ceremonies. Chief Barker Joseph Podoloff
presented to hospiul officials a $100,000
check to defray the con.struction cost.
Including the $100,000. the club now has
ral-sed more than one million dollars for
what constitutes its foremost philanthropic
project— the building and equipping and
maintenance of thLs heart hospital, the only
such institution in the U.S. devoted entirely
to heart ailment treatment, surgery and research
In this field
The addition will be known as the Arthur
W. Anderson floor In honor of a former chief
barker who played an important part in
making the project a success. Anderson Is
the Warner manager here.
Among those pre.sent for the ceremonies
was Variety International Chief Barker John
Rowley of Dallas. Tex , came to MlnneaiMlls
principally to attend and speak at the
club's u-stlmonlal dinner for retiring Chief
Barker 81m Heller at the Hotel NiraTS (UA).
29th wk 150
Century— Seven Wondcri ot the World Cineromo),
77th «.i 150
Gopher—Oont Go Near the Woler MGM), 5th
wk 140
Lyric—JamborM (WB); Tk* Gr««n-Ey*d Blond*
(WB) 100
Orpheum— Old Yeller BV) 190
Pon— The Midnight Story (U-l), The Land Unknown
LI 90
Rodio Citv Soyonoro (WB), 4ft< wk 175
Stote—Poyton Ploce 20fh-Fox). 5th wk 165
World— And God Croatod Womon (Kingtlcy),
4fh wk 150
'Farewell to Arms' Sold
To MAC'S Radio City
.MINNKAHOLIS I>;i'. ui O Sel/JUck'.s 'A
Farewell to Arms " been awarded to the
Minnesota Amusement Co. on competitive
bids for Twin City first runs.
It will have Its territory premiere at the
4,100-seat Minneapolis Radio City Theatre
February 7 at upped admissions. Tlie after
5 pjn price will be either $1.25 or $1.50,
Instead of the usual 90 cents, .said Charles
Winchell, MAC president-general manager.
Both "Sayonora" and "Peyton Place" now
are being shown here at $130 admission.
JonnaM
•OONTOM. N. J.
Large Cor*
Gr«al«r Crater Area
m Mmncioto— NATIONAL THIATRC SUPTLY, Mmncapolii—Mom 1271
in Nebrotko— THI BALLANTYNC Co , Omoho—Jockton 4444
in Witconiln CHARLIS J BRtWSTtR. Mllwouke* Broodooy }-l«17
MAXIMUM LIOHT
NATIONAL THCATRC SUPPLY, 1037 N Ith Street.
Mllvoukee J, Wiicomin
l'»mn\

:
r
. "Junior"
Maurice
. .
ja»t
. . The
Theaires Are Making
Progress on Parking
• KW HAVEN—Theatremen In Hartlord.
.NarlanR facUlUes.
but the recent opening of the city-owned
1,000-car garage has loomed Importantly in
patron conversation.
A kwk at some of the state's 20 dally newspapers
will reveal some o( the present-day
thinking. Ma-it circuit and Independent exhibitors
contacted by BOXOFFICE along
Filmrow admit that a majority of their
patrons are vitally concerned with parking
space and will query cashiers about such
facilities when phoning m for film data. One
specific result has been sizable activity, particularly
In improved relations with nearby
parking lot operators on the part of theatre
owners.
Moreover, huge supermarket parking lots,
heretofore disregarded during after-dark
hours, are now being lighted and offered to
theatre patrons as added courtesy and a.^
evidence of chalnstores' striving to remind
potential customers of continued goodwill.
The Strand in Plalnville and the Luxor in
UnionvUle. for example, also have been advertising.
•Plenty of free parking."
Ray Mc.Vamara. manager of the downtown
.\B-PT .Mlyn. Hartford, was fortunate rey
Owners of a business block adjoining
•Jieatre tore down the structure in favor
of a huge, one-level parking plaza, with
tndicatkms of "pigeonhole"
i
building several
icrels atop, with vehicles moved by automatic
'-^"^i to follow. If sufficient patronage ocdurlng
regular Monday through Friday
ijv. .ness hours. As matters stand, the lot U
practically deserted during early evening, and
' - patrons, heretofore in a hectic search
-hide space on streets and distant lots.
r.\:: nam drive comfortably into the lot. and
then walk a few steps to the Allyns main
lobby!
Tries Teener Bargain Price
\ KF.s N D —Takmg a novel public re-
.1; -.'r- ich to cement better feeling and
g»iu more patronage among teetvagers. Ken
Braasmann. owner of
tha Orand. thu town's
only movie theatre. Invited a committee of
the young people, six high jtchool students.
to meet with him and figure out a fair student
admission price The conference agreed
on 40 cent*, and Bros^mann will give It a
three-month fe^t .Artii!^ mlrr.i'rinn 1- 7^ rrn*-
White. S. D.. House Down
\^^tIT>: S D - Thr Wlnt.- T>...ii.'r hrre
has been closed indefinitely b% MiIm:. H'.ii'-

. . Joe
. . Tony
OMAHA
laniard KeUiwisch. exhibitor at Tllden. not
only Ls a busy man runnlnR hi'- theatre
HHd carrying out his duties as mayor but
Is becoming the "shoe Itlnn" of his area ol
the state He has been koIhr to other parts
of the state and buying up stoclcs of shoes
and making a reputation (or his bargain
sales at his Tllden store He may open up
other outlets . Jacobs, who headed
the Omaha Columbia branch and now Is
the merged Omaha-Des Moines ex-
chief of
change at Des Moines, spent last week here.
Will Jona-i. who has the Hipp Theatre at
Gregory. S D. hasn't had time to do much
hunting what with his theatre busine.ss and
taking care of his com crop at his ranch.
He's had to move his piles of corn to keep
them from spoiling because of the high moisture
content . . . Renfro's Rogue's are holding
to their lead In the Fllmrow Bowling League
but four other teams are pressing hard: the
Sly Foxes. Film Transports. Boosters and
Rasenthals.
Rod Bailey, exhibitor at Ainsworth. commented
on one of his infrequent visits to
the Row; 'TV Ls beginning to hit my territory
but I'm still optimistic with good product.
And I'm still getting the kid crowd
Saturdays and Sundays." . Goodman.
20th-Fox salesman, learned his .son Johnny
will be transferred from Ft. Leonard Wood
to Army conununications in Georgia February
Columbia salesman Ed Cohen found
12 . . .
lots of excitement when he visited Winner.
S. D.. last week. A community search was
on for a mLssing girl. Her body was found
In a well and Cohen said feelings were dan-
NATIONAL THEATRE SUPPLY
v. M BILL' ALLISON
307 No 16th St Omaha. Neb
WESeN
THEATRE SUPPLY CO.
214 N riMnnlH. OmjIu. Nek. .. Phant AllMlic 9046
gerously hot among residents of the
area.
. .
Don John5M>n plans to close his restaurant
at Lynch March 1 and devote fulltlme
Herman
to
operation of his Lynn Theatre .
Hallberg. 20th-Pox manager, and his sales
(Lowell Kyle, Tony Goodman and Edna
staff
Nassi ran Into the heavy snowstorm flying
to a St. Louis division meeting last week. They
circled the Kansas City airport for a half
hour, finally were able to land and fini.sh the
trip by train
. . . Don
. . . The
Arnold Johnson, Onawa exhibitor, said
running a theatre has its headaches but
nothing like carrying on sheep operations.
He has been spending hours at his farm near
town during the lambing period
Gibson announced he Is going on a onechange
basis at his Springview Theatre. He's
also carrying a rural mail route
theatre at Naper operated by Barney Smith
closed last week. Art Goodwat«r plans to
shutter his Capitol at Madison this month.
He also operates a restaurant at Madi.son.
Visitors on the Row included Phil and
George March of Wayne and Vermillion;
Dick Leysinger. Ravenna: Arnold Meyerdirks.
Pender: Don Campbell. Central City: Howell
Roberts. Wahoo: Mrs. C. M. Gibson. Sutton:
Harry Hummel, Scribner: Oscar Johnson.
Falls City: Mrs. Ed Haser, Papillion. and
lowans Henrj- Saggau, Denison; Robert Miller,
Alton: Dick Johnson, Red Oak, and
Arnold Johnson, Onawa.
Lincoln Ozoner Equipped
For Year-'Round Show
LINCOLN. NEB.—The 84th and Drive-
In is the fir.st outdoor theatre to begin
wintertime operation in Lincoln.
The theatre, owned by a partnership which
includes Nebra.ska Senator Roman Hruska
of Omaha and Lancaster County Commissioner
Ru.ssell Brehm of Lincoln, has installed
in-car heaters.
^ RCA SOUND
Theatre and Drive-In
^ RCA BRENKERT
PROJECTORS
^ RCA 200 PROJECTORS century Built
^ RCA GRIGGS PUSH-BACK CHAIRS
(Original Krohler Push Bock)
i RCA THEATRE CARPET
SERVICE - PARTS - REPAIRS
For
All
RCA BOOTH EQUIPMENT
• BRENKERT
• CENTURY
• MOTIOGRAPH
• SIMPLEX
fv^rythtng in ffccoffc
Equipment
and $upplic\
Editors in Small Towns
In Pleas for Theatres
MINNEAPOLIS— In the effort to help their
towns' only movie theatre survive, smalltown
newspapers throughout this territory
again are pleading for better public support
of the showhouses.
Asserting that unless Improved patronage
Is forthcoming, the Rita Theatre will have
to close permanently, the Mapleton, Minn.,
Enterprise, for example, declared In an editorial
this would be a "disaster" for the town.
"The theatre needs your .support." averred
the editorial. "Folks who stay at home are
looking at many pictures on TV which are
second or third rate while just down the
street they can see the best.
"Why not take a night a week off, you
businessmen and your wives, and stop in for
a good show and. besides enjoying an evenning
of good entertainment, do your part In
helping to keep alive one of the towns biggest
assets?"
The Lake Crystal, Minn., Tribune also
pointed out that the town soon may find
itself without a theatre.
"Maybe someone can figure out a magic
solution to the problem." said the editorial.
"To our way of thinking the only solution
rests in a nine-letter word, patronage. If all
the businessmen and parents who are Interested
in having the theatre remain open
would make it a point to attend regularly
there would be no problem."
At Mora. Minn., warning has been served
in the newspaper that unless business Improves
the town's theatre will be closed permanently
in the spring and the building converted
to other purposes.
At Buffalo. S. D.. the Chamber of Commerce
will meet with the American Legion
post there to try to find means to reopen the
closed Legion Theatre. The post had closed
the house because of an unprofitable operation.
Theatres also have given up the ghost in
recent weeks at Chisholm and Preston. Minn.,
Bill Haarmann Memorial
Is Under Way at Omaha
(1M.AH.'\- A Bill H.i.iiniai.:. ::..:i. :.,i. :and
lias been started by members of the industry
lure in honor of the veteran of more than
30 years on Filmrow who died recently. Bill
Barker of Co-Op Booking Service, sparkplug
In the move, called Haarmann "one of the
greatest fellows ever on Filmrow."
Haarmann started In the film Industry in
1926 with Paramount. He was with the company,
many years as booker, until 1953. when
he joined Co-Op. A wife and son sur\-lve.
Contributions may be sent to the BUI Haarmann
Memorial Fund, care of Bill Barker,
1508 Davenport St.. Omaha.
Loss Totals SI 50,000
1,.\KK Lin. IOWA I
I. the recent
fire which destroyed the Iowa Theatre here
has been estimated at $150,000 by owner
Robert Bernau Tlic damage is partly covered
by insurance Tlic fire which destroyed the
hou.se started about 3:20 a.m. on New Year's
Day and firemen battled the blaze through
the day until nearly

'
••iilly
'
. . W.
. . Another
. . Circuit
. . "How
. .
Ben Berger Appeals to DJ
In 'Commandments' Fuss
MINNKAPOUS Chanflng th . . iiir
in • "cut*" ' " '
b. diu..i;.^l.;.„ Uuii
he n»mf Hi'
n price which hr would
chargp for i> ConunandnienUi" at hu
Fergus Falls. Minn, theatre. Ben Berger
vknts the Justice Department to require the
distributor to deliver the picture a.s per the
contract he has signed and Paramount allecedly
accepted without .such n>qulrement
Server has written the department requeatlnc
It to "stop Paramount from Its Illegal
practices."
When he declined to commit him.self un
the admi-sslon price Berser charge.s that
Paramount insisted upon a $2,750 "discriminatory"
guarantee as part of the deal
"We agreed to all of the Paramount terms
and a contract was recently signed. Tlie
Paramount branch manager. Mr. McBride.
asked how much we will charge at the boxoffice
for the picture." Berger wrote. "We
refused to commit ourselves for the exact
amount although we told him we will increase
our admission prices from what we're
presently charging.
"Mr McBrlde .stated that New York must
know what we will charge for the picture.
When we refused to give the InXormation we
were advised that the only way which Paramount
would be willing to sell us the picture
for Fergus Falls would be If we would give
them a guarantee of $2,750 and that they
were afraid we might pull a Truman Rembusch'
on them. iNote; In one of hLs small
town theatres Rembusch permitted patrons
to name their own admission price for
Commandments") You are probably familiar
•h that
"The demand of a guarantee of $2,750 i-s
dlscrimmatory. In the first place, no guarantee
is t>elng asked of any other exhibitor
and. In the second place, Paramount knows
Tcry well that this guarantee is exorbitant
and would stop us from going through with
the contract.
"This is Just a cute way of demanding
that we be a party to an illegal transaction:
namely, conunittlng ourselves to what we
will charge »t the bosoffice."
Edward Hyman to Speak
At MAC March Meeting
MINTiEAPOLIS — The Minnesota Amusement
Co will be host at a meeting here
March 13 at which Edward L Hyman. United
Paramount vice-president, will speak.
The speaker will relate the progress that
has been made toward an orderly release of
product and what this should mean to show
60 °o Being Asked
MINNE.\POUS A new nonroadxhow high
percentage. 60 per cent. Lt being asked in the
small towns for two current blockbuster picture*.
Warner BrnA "Sa)-onara" and 20th-
Pox's "Peyton Place." The previous high was
50 per cent, except in the case of roadshow
picture^
Close at Hot Springs, S. D.
;i' : ..:•..;•... .. :, : ,. nuck miu
Amu.^ment Co. haA cioaed the Hot Sprlng.i
Theatre here after 38 yeftrs of operation
Incrvaaed operating costs and lack of patronage
were blamed for the shuttering
MINNEAPOLIS
Til hritlth is causing Henry J "Hy" Chapman,
longtime Columbia manugrr hore.
to retire Byron Shapiro will bo tran.sfcrred
from St Louis to replace
him. He l.s Chap-
I
^^^
man's .ion - In - law.
Chapman recently suffered
a heart attack
'"*
^ and was confined to
'
the Variety Club heart
.^^
J
hospital...
^^ The Ten CommandmenUs"
opened again
In the territory last
week and continues to
chalk up .surpri.singly
long
Hy Chapman
runs and sma.sh
grosses. It'll open
again in the nclKhborhood hou.ses March 26
for Its fourth round here and third in St
Paul
Even though the advertising campaign for
"18 and .^nxlous" already had heen .started.
Its opening at the Lyric thLs week was postponed
.so that "Sayonara" could be moved
over to the LJtIc from Radio City after four
weeks of very fine bu.slness . . . And a similar
.situation prevails for "Peyton Place." which
has been garnering giant grosses at the State
here. For the past two weeks the "final
week" has been advertised, but for a .second
time public demand held up and it is remaining
for a sixth .stanza . . . Ted Mann's
downtown World here grabbed off another
powerful boxofflce attraction in United Artists'
"Witne.ss for the Prosecution." which
follows "Les Girls" and "And God Created
Woman," both top grossers.
The German "08/15" was in its third week
at the Suburban World . neigh-
Iwrhood house, the Campus, was doing well
with lis "Charlie Chaplin Festival."
.
. . "The
I'nited Artists exploiteer Ed Borgen was
here to beat the drum lor "Witness for the
Prosecution" R. Frank went to Los
Angeles for the rest of the winter .
Quiet American" was .screened here for La
Van Diem, a Vietnamese University of Minnesota
graduate student and a native of Hue,
D 2 (rton for $5 IZ
THEATIE
ST« EET
ADOI ESS
sertef/nG
Indo-Chlna. The Minneapolis Star ran a
lengthy article, giving hU impres-ilons of the
"The Miracle of Murcellno"
picture . . .
opened at the neighborhood Uptown where
the admi-ssion has tx-en boosted from the
regular 85 cents to $1.25 for this engagement.
.
.
.
Clrculi oHiirr Shelly Orengs was in the
University ho.spltal here for a checkup . . .
Tlie MInneapolLs Star new.spaper preview
group put ILs stamp of approval on 'The
&u'my Below." State Theatre to
Murder a Rich Uncle" wound up a five-week
first-run at the neighborhood Westgate
Circuit owner Ben Berger left on a threeweek
Florida vacation owner
Harold Field also is vacationing In that state.
Fear Adverse Psychology
From Upped Price Big Ones
MINNEAPOLIS—Some leading local exhibitors,
like W. R Frank, fear that ordinary
"good" pictures for which admission .scales
aren't boosted will suffer in consequence of
the present wave of upped prlce.s offerings
fairly inundating the Loop here since the
holidays.
The danger is that the public will get the
idea that unless the adml.sslon scale is raised
for a picture It Isn't sufficiently meritorious
to deserve or. at least, require their attendance,
say these exhibitors.
No less than six of the nine downtown
movie houses here have tieen charging more
than the regular after 5 pjn. 90 cents. In
two instances it's up to $2.65: In one, $2.25:
in two. $1.50. and in one, $1.25.
Others are wondering if a boxofflce pattern
conspicuous locally last year is slated,
too, for 1958. That pattern was record-breaking
or very big gros.ses for blocktMister pictures
and hard sledding for the ones that
were Just "good." The.se observers cite the
highly praised but modestly budgeted picture.
"Slaughter on Tenth Avenue." which has
been a local boxofflce failure at the fame
time that a half-dozen other "big" pictures
are garnering hefty takes and racking up
extended runs.
IXOfflCf
1 r»o' 'or JJ C 3 yeon for J7
U RMiiiKancc Eacloivd G Send liiToke
TOWN _ iONE STATE
NAME
POSITION
umm THE NATIONAL FIIM WEEKLY 52 issues a year
(25 Von Brwnr lUd . Koniot Crty 24. Mo
BoxorncE February 3. 1958 NC-7

.
diiMKiged
• ontract
DES MOINES
hcrr »li
.,,,,1.1 (•.>',\imM:» m»n»uer
1 movfd
!'1> '>«'' '-
...
n,
Mom... >..... .-ii- «•!»« "' *"»•
^. s

;
Big 3 Hold Up Well
In Cincinnati Week
Exploits Fad Cinercana
Will Never Be on TV
'*"
uj ttor Qrand and F>l>nr
» .. 100,
to'*'*- -A"* Tlww Vv «M>
•5
too
A^OIB Is
B UMt tfMnOMra Mftii are» but ratnuw
a ^^-«^«*»^>»H Iwjk uf iii'.; ^x-.-.t
lamn. E»«n ttic waaiEier picture*

2
'Witness
. Dave
. .
agreeing
CLEVELAND
l^llton A. Mooncjr, head of Cooperative Theatres
of Ohio, and his missus left for a
t>elated vacation In Arlr^na. The Mooney
%acatlon. which usually starts before the
Christmas holidays, was delayed for the
gatherInK of the Mooney clan to celebrate
NSS executive Paul Mooney's 80th blrtliday
in Cleveland . for the Prosecution"
will play the State Theatre but no date
has been set at this time.
Rudy Norton, Imperial Pictures manager,
accompanied Jack Zlde, owner of the exchange
and aLso of Allied Film Exchange.
Detroit, to New York to attend an American
International Pictures franchise owners meeting
at the Park Sheraton Hotel . . . Mike
Gould of Allied Artists has been laid up with,
of all things, chicken pox. And he was pretty
sick while It lasted . Sandler. Sandler
Mfg. Co., made a quick recovery from
pneumonia and has returned to work .
The tremendous sustained business of "And
God Created Woman" at the Heights Art
Theatre Is the talk of the town. In Its fifth
week. It was grossing more than the previous
opening week record of "La Strada." Manager
Nlco Jacobellis. on the basis of continued
boxofflce lines for all performances, sees
the picture holding over through February.
P. L, Tanner, Film Transit Co., was in Ashtabula
to attend the funeral of bis sister,
Mrs. Elizabeth Beer. 94 . . . Danny Rosenthal,
Variety Club chief barker, was so delighted
with the social and economic results of the
recent Monte Carlo night held In the club-
®.
RCA SERVICE COMPANY, INC.
5531 State Rood
Clcclond 34, Ohio Shadyside 1 2131
THE
BIG COMBINATIONS
COME FROM
Allied Film Eichange Imperial Pictures
})10 Can Avt
Ovtroit, M>ch
3108 Payn* Av«.
CUv«land, Ohio
rooms, that he Is planning a repeat engagement
In April. The club Is also plotting a
Valentine party ... Ed Svlgales of Trans-
Lux was vlslllng with Gus Lynch, Schlnc
Ohio buyer-booker
. .
Frances Bolton uf NSS who underwent a
heart operation last year was back In a hospital
for a repeat performance This time
she was In St. Vincent's Charity Hospital .
Ted Levy, Buena Vlsla district manager covering
the Cleveland. Cincinnati and Detroit
exchanges, will be guest of honor at an industry
stag dinner Monday ilOi In the Tudor
Arms Hotel. This is a prelude to his marriage
February 16 to I.sabell Varkle of Detroit.
Sam Schultz and Jack Armstrong
are In charge of the stag dinner.
Vincent Lauter, manager of the West Theatre,
Barberton, Is hospitalized for treatment
of an ulcer . . . Tom O. McCleaster, 20th-Fox
district manager; Ray Schmertz, exchange
manager; Sam Llchter and Charles Goodman,
salesmen, and Frank Hunt, office manager,
attended a company regional meeting in St.
Louis. General manager Alex Harrison outlined
the new product and sales promotion
policies . . . Mr. and Mrs. Carroll Harris, who
recently Indicated their confidence in the
motion picture industry by reopening the La
France Theatre in Swanton. are also opening
the Town Theatre in Whitehouse. The latter
theatre had been closed five years.
Rhys Cook and Richard Beals have reopened
the Charve Theatre. Edgerton. Formerly
operated by Herman Kruse, the house
has been dark several months ... In Lorain,
the Pearl Theatre, belonging to the Zegiob
estate. Is now successfully showing Spanish
pictures. The patronage bid is to the many
Mexicans and members of other south-of-theborder
couiilrles. who are employed in Lorain
Conversions; the Grand. East
Industries . . .
Palestine, closed five years ago. is being made
into apartments; Flushing Theatre. Flushing,
is now a parking lot. Closed and discontinued
for motion picture operation but
not converted to other uses are the Neil Theatre.
Fredericktown; State. Marion, and
Strand, Van Wert.
Universal \TPs were In town over last weekend
to introduce H. H. Martin, new general
sales manager, to local theatre owners at
luncheon in the Statler Hotel. Present, in
addition to Martin were Peter Dana, eastern
division manager; Jimmy Frew, Atlsmta; Joe
Gins, Boston; Peter Roslan, district manager,
and Carl Reardon. local manager.
MID-WEST THEATRE SUPPLY CO., INC.
I
I
I
1631 CENTRAL PARKWAY CHERRY 17724 CINCINNATI 10, OHIO
I
Finest RCA Equipment for Drive-Ins
0^
NEW NEW NEW
RCA IMPAC SPEAKERS
LAMPS
«^^^^ RCA SUPER CINEX
ME-
Whatever You Need — We Can Supply If.
Long Openings Hurt
Cleveland Subruns
CLEVELAND— Neighborhood theatres are
complaining that no pictures are coming off
the releasing line due to long runs of Peyton
Place. Sayonara and Don't Go Near the
Water each In Its fifth week TTie Ohio playing
"Around the World in 80 Days" and the
Palace with Cinerama are not helping to
clear the situation which, according to several
exhibitors, is rapidly becoming critical.
The opinion also prevails that the above
mentioned popular pictures will have drawn
most of their potential audiences during tlie
long f.r.st-run engagement and that even
these top pictures will not have the expected
drawing power by the lime they become
available for general release.
Price of top product Is another stumbling
block. Many subrun houses say they have to
pass up the top pictures because, under the
asking percentage terms they have no possibility
of profit. Another angle Is on deals.
Exhibitors hesitate to enter Into high percentage
deals, they say. because this sets a
precedent on forthcoming product. So the
.scales are balanced between precedent and
profit In some instances.
As was recently said on Filmrow In a discussion
of present industry conditions, theatre
ownei-s are pessimistic, but theatre managers
are optimistic. These two opinions are
not as inconsistent as they appear. The theatre
owner is interested in the profit and
loss sheets; the theatre manager is interested
In the people who attend his theatre.
A satisfied patron reflects the manager's optimism.
The balance sheets reflect the owner's
pessimism.
'Seven Wonders' Garners
$6,000 for Blind Deaf
CLEVELAND — The opening nlghl of
"
"Seven Wonders of the World at the Palace
Theatre was a gala and festive affair like
the debuts of Its predecessors. "This Is Cinerama"
and "Cinerama Holiday." Knights
of Columbus sponsored the opening and about
S6.000 in proceeds were turned over to the
Catholic Diocese fund for the blind tmd the
deaf.
Two spotlights on the theatre marquee
swept the city in the early evening hours and
until showtime. Bands played and there was
a parade of the Knights of Columbus :>
Euclid avenue. Civic and church leacii :
>
were guests of the Cinerama organization at
a dinner In the Statler Hotel, then were taken
by automobile to the Palace where n crowd
had been drawn by the bands and spotllghu.
An invitational press and tradescreenlng
were held at the Palace the night before the
sponsored opening.
Critics were lavish In praise of "Seven
Wonders of the World, " that It Is
the best of the Cinerama films shown locally.
"This Is Cinerama" opened in November 1956
and ran continuously for 32 weeks. It was
followed by "Cinerama Holiday," which ran
30 week.s. Manager Max Mink has been very
successful In bringing to Cleveland bus loads
of patrons from surrounding towns under a
portal -to -portal price policy, which Included
the trip, dinner and the show.
A number of New- England locations will
be the scene of filming Warners' "Home
Before Dark"
BOXOFFICE February 3. 1958

DOUBLE BOXOFFICE BLOCKBUSTER I NO. 18
DOUBLE SPECTACLE-TERROR!
FABULOUS! FANTASTIC! TERRIFYING!
NOTORIOUS BEAUTIES LOST IN A FANTASTIC HELL-ON-EARTH!
evil-
BE*I1TIFUI
DEADLY
THE
XsTpU^^^N
^ ABBY OAITON SUSAN CABOT • •
MM BRAD JACKSON
KENNIT
M RICHARD MUnCM DEVON WIIMUIWHU PKIUH
N^ON&TER |/
SlVtSE
HOOD RITUALS Of » 1
LOST(MI>IR('
GIANT
]
SU SfRPEHT OF
^ THHORTU'
• fitteH Mi IMrIM ki nui CNHU
SEE
TWO WORLDS ] SUPERWOMEN
Of MONSTROUS i WITH THE COURAfiE
TERROR' .^ OF CIANTS'
CONTACT YOUR
1/nXiBjyiatLonjGL EXCHANGE
REALART PICTURES
JAY M GOLDBERG
SELMA G ILACHSCHLEGEK
16)2 Crntrel farkvor
CINCINNATI 10, OHIO
ALLIED FILM EXCHANGE
JACK ZIOE
2)10 Com Arrnu*
OrrHOIT 1. MICHIGAN
IMPERIAL PICTURE CO
IIUOY
NORTON
2101 faynt At*«u«
CLEVELAND 14. OHIO
il

. Arthur
. George
. . Sklrball
. . U-I
. Frank
. Peter
. . Nat
. .
. Jim
. . . Jack
. . James
. Mrs.
Harry
. . CMPEA
Minnie
.
. . Mrs.
. . . Gus
. . . Sheldon
. . Steve
. . Jack
. New
. . Peter
. . Mark
. . Lewis
February
. . Abe
. . Lewis
. . It's
The
"
Review of Film Industry Events in Cleveland Area
CLEVELANI>—A resume of film IndustO'
neu-s in Cleveland diirlR 1957:
JANUARY
Hie Suburban Miiplc HelRhUs Council takes
under advisement the establishment of local
censorsliip to control the t>TJe of pictures
shown at It.s only theatre on weekends . . .
John Selby. Selby Industries. Akron, reports
his company fabricated and installed a record
36 drlve-ln screen lowers In 1956 . . .
. . .
Joe KrenIti succeeds Jerry McGowan as MGM
Andrew Putka, state senator.
salesman . , .
advocates return of modified state film censorship
Local 5-F of lATSE re-elects Ed
Graves president for two-year term
.
Henry Oreenberger re-elected president of
Cleveland Motion Picture Exhibitors Ass'n:
Joe Rembrandt, vice-president: Louis Weltz.
executive secretao'. and James Kalafat,
IFE closes Cleveland office,
treasurer . . .
under management of Mark Goldman
Rlckle Labowltch marks 25th year as CMPEA
corresponding secretary.
FEBRUARY
Sklrball Bros, enlarge and modernize the
Stark Drive-In . Masek, with NTS
30 years, announces plans to retire . . . ElU.';
Lewin. WB booker, becomes father of a son.
Richard Mark . Wellman. Girard
theatre owner, blames night shopping hours
for drop in theatre attendance . . . RKO exchange
closes . . . Variety Club announces
February 16 as opening date for the new-
Tudor Arms location.
The Charve Theatre, Edgerton, reopens
fcr Charles Lewis, sponsored by local bank
and merchants who claim a dark hou.se hurt.s
their business . and Babe Barach.
NSS. celebrate their 37th wedding anniversary
. Bros, acquires Park Theatre.
Mansfield, from Selected Theatres circuit
. Goodman joins 20th-Fox as
salesman . exchange stages buffet
luncheon for all RKO employes.
RKO's Frank Belles Joins UA as salesman
Goldsmith and Otto Braeunlg
open DCA exchange, thiis accountine for
DRIVE-IN
Practically
Yearly
YaorW
dding
THEATRES!
DOUBLE
GROSSES'^
INSTALL
EPRAD
"Hot-Shot"
IN THE CAR
HEATERS
Low-Cott, Smoll, Ltght,
Compoct, Rugg«d, Cconofnicol,
Ampitt Pow«r,
0«Mgn«d Sp«c(Mc«dly
for Dri*« In
frot»*« orm ft«orFr doubled hf
K«at*r«
EASY
TERMS
THEATRE EQUIPMENT CO.
1206 Ch.rry St ToUdo 4, Okto
In
Memoriam
Death.s in Cleveland area motion picture
circles iB.-it year:
JOE ANXHULIS, film Building elkvator operator tor
ten voor^
JOSEPH W AMREIHN, WB proicctioniit
SEYMOUR AMSTER, :r, Lo^ Angclcj, irrtereited in
Fo fri.^on! u'u) otfK'r Ctcvclond ttiootres.
MRS. STEPHEN ANDREWS, wit* of MGM Iwod
%htppi*r
M BELLONI, Bro'
Fine, Union Square manager, buys DeLuxe
Drive-In, La Porte, Ind. . . . Irving Marcus.
NSS. .succeeds Aaron Wayne. UA. as president
of the Cleveland Salesmen's Club.
APRIL
.
. . .
Miles "Bud" Mutchler succeeds Prank
Masek, who retired, as NTS mniiager . . .
Jan Sherwin, WB shipper, succeeds Harry
Schoenberg as States Film manager
Indu.stry farewell dinner held in honor of
Krank Miusek. who Is moving to Tucson. Ariz.
Mailers Bros, of Fort Wayne .sell.i three
LH-fliuice theatres to Jack Armstrong
New York Investors buy Euclid- 105th St.
. . EMdie
property, including Alhambra Theatre for reported
State. Youngslown. Installs
$1,100,000 . . . Todd-AO . Armstrong lakes
over Woodvllle Drive-In. Mlllbury
Berginan and wife Ethel celebrate 26th wedding
anniversary 600-car Midway
.
Auto Theatre on Route 33, opens May 30 for
LouLs Wetzel
MAY
Peter Wellman, Girard theatre owner. Introduces
his bride to Filmrow . Horwitz.
Washington circuit, announces his engagement
to Janet Price . Goldman.
IFE district manager, dies . . . Irwin Pollard.
Imperial Pictures, dies . . . Cleveland Cinema
Club marks its 41sl anniversary ... I. J.
Schmertz, 20th-Fox manager, announces his
retirement after being with the company 52
years . Plrozzl appointed area 20th-
Pox publicity representative to succeed Sol
Gordon, promoted to Chicago territory.
Mrs. Fiederick Chapman succeeds Mrs.
Joseph Chase as president of the Motion Picture
Council . . . Nate Schultz celebrates 20th
anniversary as Monogram and AA franchise
owner.
JUNE
General Theatres acquires the Gusdanovlc
theatres, the Avalon. Regent and LaSaUe.
bringing the circuit total to ten . . Loren and
.
Hazel Solether. Falls Theatre, Chagrin Palls,
celebrate golden wedding anniversary with
gala affair at the home of their son James,
Jack Gertz Enterpri.ses
mayor of Chagrin Falls . . .
moves from Warner to Film build-
"Cinerama Holiday" opens June 27.
ing . . .
sponsored by Junior League with proceeds
going to Cleveland Museum of Natural History
"The Ten Commandments" closes
. . . "This Is Cinerama" closes
after 29 weeks . . .
after 32 weeks at the Palace.
Nico Jacobellls. managing director. Heights
Art and other Art Theatre Guild houses,
leaves for summer in Europe, including the
Rudy Norton appointed manager
film festival . .
of Imperial Pictures by owner Jack Zide
Elna Gebhart Installed as president
of Cleveland Cinema Club . HorwiU
and Janet Price married In Park synagogue
Lynch succeeds the late Harold
Ralves as Schine Ohio booker ... Ed Shulman
and Louis Sher of Art Theatre Guild
add Ritz. Memphis, to chain of art theatres
Schermer, Paramount booker,
goes to work for Uncle Sam . Schwartr.
Lexington Theatre, and his wife leave for
Europe.
JULY
. . . Jack
.
.
M. B. Horwlti, Washington circuit, became
a two-time gieat grandfather . .
Leonard Oreenberger. Fairmount Tlieatre. Is
one of Uie organizers of Uie new Terrace
Country Club in Bedford Heights
Silverthorne. Hippodrome, and Jack Lewis,
Keiths lOSth St.. lease Mayfield Tlieatre lor
art presentation Wellman. Girard.
buys Sharon Drive-In. Sharon. Pa , and appoints
.son Mike as manager . a second
boy for Marty Orassgreen. Columbia .salesman.
Horace Adams. ITO president, owner of
drive-ins and the Ascot race track, buys Raceway
track. Florence. Ky. Hanna,
only local legitimate theatre, installs widescreen
lor spot summer film programs, opening
with "Johnny Tremaln
Jerry
Llpow becomes member of Paramount 100
ME-4 BOXOFFICE
:
3. 1958

. . Associated
. Leonard
Nat
Sylvester
. .
. Carl
. . Park
, Avon
. Paramount
. . The
nlsht
Per Cent Club Ivanhoc TTifatrt. Toledo,
Joe Robins.
convrrtcd Into bowling alleys . .
Warrrn. uodrniucs sunicry.
A rOH ST
I J SmprtJ! tftrt'wcll lostimonlal dinner
brUiRs out a record Indu.stry representation,
with CioorKe Hoover. International Variety
Club. OA t(>u.slmastrr Wolf announces
coaitructlon of a SO.OOO-square-foot warebouse
in Cleveland Ray Schmertz appointed
to succeed his dad as 30th-Fox manager
Anne Sii«Klo promoted at Columbia
from office work to booker, succeeding Jack
Kenehan. appointed States Film manager.
Variety Club annual golt tournament ends
in tie between Ben Lefkowlch. Community
circuit, and Joe Miiyer. Hippodrome assistant
manager Tlie Embassy, downtown subrun
house, switches to first runs . . Joe
Robins. Warren and Nlles theatre owner,
dies m his Miami winter home where he was
convale.sclnK from surRcry.
si>:ptkmhkk
.
. .
.
Haael Mack. NSS. leaves for a six-week
European trip circuit Is out
of Belmont Theatre. Youngstown. owned by
Peter Wellman of Glrnrd Jim Scovllle,
retired local circuit owner now living In
Tucson, here on his annual visit . . ITOO
convention set for December 3. 4 In Columbus
Robins Amusement Co.. Warren, sues
Paramount and State Theatre Co. of Youngstown
on grounds of conspiracy to Ignore long
established availabilities between Youngstown
and Warren. In rejecting Its bid for
The Ten Commandments." Asks $22,375
triple damages.
Granada Theatre. Toledo, razed for parking
lot Ralph Bevlngton closes
hawk Theatre. Waynesburg . . E.
hU Mo-
A. Gollen
reopens star. Deshler . Leon Enken elected
.
president Robins Amusement Co. . . . Mayfield
Art Theatre holds gala opening.
.
OCTOBER
Prank Slavik. formerly of Mumac Theatre.
Mlddlefleld. buys new Margate Drlve-In.
JUargate. Fla Elmer DeWltt. longtime
numager of the Mailers Theatres In Defiance.
buy^ Wayne Theatre. Port Wayne. Ind. . . .
Sky-Hi Drive-In Installs heaters for all year
operation The State. Allen and Hippodrome
all report capacity crowds for the
Robinson -Basil 10 fight on closed TV.
Ed Mott. Wooster. celebrates 45 years In
show business Steffens. Columbia,
L*rTy Heller of Town Theatre. Canton, takes
O'T Park. North Canton .
Pierce,
manager Berea Theatre. Berea. named vicepresident.
welcomes his first child, a daughter . . .
Berea Chamber of Commerce . . .
John "Casey Weln resigns as Local B-5 president
and business manager, stays on with
Locals P-5 and B-6 David Sandler. Sandler
Mfg. Co . introduces new in -car heater .
I^vld "Danny" Rosenthal .succeeds Marshall
P" • as Variety Club chief barker
NO\'EMBEB
Mrs. S*m Weiss re-elected president Variety
•uxlUary George Manos. no relation to
man of same name who Is a circuit owner,
opens State. Canton, and changes policy from
burleoque to pictures . Sylvester Plerc*.
manager. Berea Theatre. Berea. and vice-prestdent.
Berea CofC. won elecUon as councUman-at-Unte
Prank Murphy. LoWa
Theatres dlviaion manager, announces policy
of dally matinees for "Around the World In
> D»ys during Xmas week
Variety Club .iponsoni a 32-theatre kiddy
morning matinee for the benefit of lt« charity
Dogs Have Their Day
At Memphis Cinema
Mrlii|ihls Mrlll|llll^ h.lil .1 liiciMr |irrmirrr
for lion's— .it (lir Malco. It Ht.irlril
.it !• a.ni Thr r.lnlllr^ wrnt to \rr .1 vtorv
iilxiut Sptkp. «ho had thr tlllr ri>lr In
Old Vcllcr." .M.iii.iKrr KlUiii llolUnd
made only oiir rrqulrrmrnt— there must
br a human on Ihr other end of thr
Irxsh. Thr human wah admitted frpp on
the dole's llrkrt. Conrrwtlon .
Jack and .\ will share honors
with Gene iC Cabinet Corp >
and Anne Vogpl Each member is Invited to
bring along a guest couple
BoxorncE February 3. I9M
ME-5

. . Frank
. . Cliff
. Joseph
. .
DETROIT
n \. KrikorUn of the Holly Thoalre. Holly.
WHS in town for a Fllmrow visit Monday
fthfad of the btg snow . Perry of
MOM reported closing of the Century at
Coopersvllle. operated by Al Heffernn and
booked by Bill Clark . Jones. Buena
Vista manaKer. reported "Old Yellcr" doing
record business at the Madison . J.
Lee. Pox manaRer. led his gang of Jack
Sturm. Tim Cleary. Al Champacne and
EUeen Bresnahan to St. Louis lor the big
RESEAT OR RENOVATE
Pf3!(Uicnjl wOfk on Hit renotalion— FictO'y trjined
crp« Your chairt rKChrrfd. using foam rubbrr or new
tcringt Metal t*^\ rtfl ishrtj lUf nrw. Wide irleclion
of eicri:efit utrd chairs for quich tale
OGLESBY EQUIPMENT COMPANY
20356 Crvd Ni

'Seven Wonders' Will End
78-Week Run in Detroit
UtTKOIT riu- dfci-Mon to cl.
W>':ul of the World' at the M; :
il.i.:
ly. Febniury 9. »lll give this third
.ima production clear UUr to a rank
J play Detroit m either lefiltlinate or
n picture theatres TJie current at-
s- the top threv lon«-r\in •ttractloiu
.. .. :.on opened Monday. Aug 13. 19S6. (or
»n uivitatiunal screening, with the public
opening the following night—giving It a run
D( 78 weeks.
ThLs ties the record of 78 weeks set by lUs
predeces.»or. "Cinerama Holiday." but again
Is 21 weeks short of the alltlnie 99-week
record establLvhed by the fln-t of tht- trio.
"'
- Is Cinerama " The three unique prons
have kept the Music Hall, once conliUtTcd
a gorgeous white elephant and closed
tor long periods when it was known as the
:i Theatre, continually occupied since
.rst opening March 23. 1953—a "con-
Uiuous run" of almost five years!
E\-ldence of the pulling power of the
ttronger pictures currently available, the
first long-run record. excluding the
Cinerama trio. Is currently being established
»v -.Ground the World in 80 Days" at the
1 Artists Theatre, which is In Its 57th
. With thLs run. the Todd-AO spectacle
schpses the former record of 43 weeks shared
»y It* predecessor. "Oklahoma!" at the UA
The Ten Commandments." recently closed
icross the park at the Madison Theatre
Produced in part In Nigeria. Unlversals
Ulark of the Hawk" deals with dramatic
'orces In Africa
LETTERS
Rcfurn to Faith Needed
tvirywIUTC one rrads oi iiii- prevailing
slack condition of the present econonilr .setup,
which seems to have seeped surreptitiously
into the very foundation of the Thriitre
World In fact. It .seems to be a fashionable
trend with conversation to accept the downward
trend as Inevitable.
However, there has never been a time when
niank.nd did not seek out entertainment and
from the earliest days of the first cameras,
the foregone conclu.ston of everyone was that
the movies are here to stay Granted as time
progressed with better standards of education
open to everyone, higher standards of movies
were demanded, and higher standards have
been presented to the public.
Film, this one word alone, when one ponders
It. conjures up Innumerable synonyms
theatre, amphitheatre, actre.ss, actor, studio
and glamor to quote a few. Each one of tiiese
words In their turn presents to the mind a
fabulous story of adventure of life and of
living In the present age and our glorious past
Faith, somehow this word seems to be out
of place with the fashionable, exciting glamorous
world of the Theatre. But, FAITH and
Its component parts are neces.>-ory and more
necessary today than ever t)efore. Each and
everyone connected with film, theatre, etc.,
must renew their faith and have their thinking
afire with only succes.s thoughts. If this
theatre business is to once more take Its rightful
place as a No, 1 medium of entertainment.
MURIELLE LOSEE
Receptionist. Columbia Pictures. Detroit.
Detroit 'Girl of Week'
BOXOFFICE Reader
Is
UETKOIT-A pcTl young mtsa with an
avid interest In tlie film buslnens to which
she has devoted her whole working life. »a»
.sflected as the girl of the week (or the series,
She Wdrks Downtown." by our neighbor
publication. The Downtowner. Honored wa«
Sylvia Ru.vsell, secretary at the DLntrlbutors
Corp. of America office, whose picture doubtless
helped Increase the paper's circulation
also
Ml.ss RusAcll was formerly In the Universal-
International exchange, before DCA opened
a branch here. The solid depth of her Interest
in the Industry Is evidenced by the
fact that .she Is probably the only girl In the
exchange territory to be a subscriber—and
reader—of the National Executive Edition
of BOXOFFICE.
Detroit Boothman, Wife
Suffocate in Home Fire
DETROIT F'rancls Charles Miles. 41. projectionist
at the downtown National Theatre,
and his wife Marian died from suffocation
during a fire In their home January 23
He had been the projectionist at the Booth.
Maxlne. Roxy. and East End theatres and
also worked at WWJ-TV.
He was the son of Charles Miles, projectionist
at the first-run Michigan Theatre and
one of the oldest active members of Local
199. The elder Miles and his wife had been
visiting at the victims' home until within
two hours before the fatal fire.
Miles is survived by two children. Sandra
and Judith. His wife also is survived by two
children, Russell and Joyce Krug.
Step Right Off to More Profits
Paint Your Drive-ln Theater
The "COLOR CHARM" Way
Today's competitive business colls for COLOR—to ATTRACT and
KEEP customers Make sure of o big hcod start for ffic new season by
hoving our expert painters "Color Charm" your theatre now
"Color Charm" painting distinguishes your theatre It assures your
showmanship and your drivc-in theatre extra "pulting-in power." It brightens
your buildings, screen, equipment ond your profiti.
Call or write today for full details on how "Color Charm" painting by our
skilled craftsmen con odd beauty and business in your drive-in. Fast,
reliable service All work guaranteed Rcosonabic prices
S

. . Mr.
. . Nat
and
Gray
. David
. . G.
. .
by
. . George
. . Paramount
Robert Morrell Dies;
S&S Circuit Manager
CINCINNATI— Robert F. Morrell. general
•
- - ' •''• S.VS Amusement Corp. since
1950. died at hl.s home
Friday i24i at age of
41. He hod been under
H doctor's care for
two months while contlnuinK
his regular activities,
but Friday
morning he became HI
and collapsed of a
^J^
^^^^l|^^^ heart ailment.
survived by his
^H^l^^" ^
He Is
^^^^^ J^ V »i(e Louise, a daugh-
^^^^ ^%*^ ter Carol, and two
Itohrrt .Morrrll sons Robert and John.
Morrell came to Cincinnati
from Brooklyn in 1940 and was
booker at the local MGM branch until he
Joined S&S. a theatre circuit headed by
Ruben Slior. He was in charge of arrangemenUs
for the National Allied convention in
Cincinnati in 1957: he recently conducted
one of the film clinics at the annual convention
of Independent Theatre Owners of
Ohio in Columbus; and was assisting the
ITOO secretary William Carroll in setting
up displays at the National Allied drive-in
convention to be held in Louisville In February.
Shor. who was in Florida vacationing, flew
home after Morrell's death.
Sam Fritz Quits Industry;
Manager at Cleveland
CLEVELAND— Sam Fritz, manager of the
Milliard Square Theatre in suburban Lakewood
and a unit of the Associated circuit,
resigned from that position and from the
industry effective February 1 to become a
partner with his brother in a furniture refinLshlng
business in Akron.
This Is a radical change for FYitz. who has
been In the picture business most of his adult
life. He managed theatres prior to World
War II. during which he served in the Navy.
After the war he returned to the picture business.
While manager of the HllUard Square Theatre,
he effected a tie-up with the Lakewood
police department in which automobile
drivers who showed better-than-average road
courtesy were given a certificate of driving
merit and a card entitling the bearer to be
the guest of the theatre. This has been In
general practice In Lakewood for several
years and has greatly added to the stature of
the theatre. Becau.sc all cards to be redeemed
had to be presented pcr.sonally to Fritz, he
came to know the people and was able to win
many of them as regular patrons.
FrIU took a course In furniture making and
upholstering under the GI bill .so Ls quailfled
to go Into the furniture refinlshlng business.
Theatre in Morenci. Mich..
Is Closed by C. W. Harris
MORLNCI. MICH. C. W. Harris, who
own.H the Fiiyctte Theatre In Fayette, Ohio,
hkJt rlovd the R

Monday.s
River Kwai' Leads
Boslon Holdovers
bUSH'N fiyt.iti ri.iii- .iiul Sijyon.i
were ruiinlnK nrck-mul-ncck nt the two 1..
est downtown thrutrfs. tx)th riitrrinK thii:
fifth vetki Cold and ley wrathrr niiide drlv-
Ulf haziirdou.s. bmUKht .spotty ttrixiscs in niuiiy
»ltu«t!on> However, the .>tronK prudurt continued
to do ifood bu.Mne.vs. with "Bridge on
(he River Kwui" ^ettlnK the clty'.s htiih mark
of ISO.
(Av«roo« i% 100)
Aifo'- ••lalrc* CoynlT MGM). I4ih and flnol
-« 70
t»a::>n H Old Teller HVl 4th ok . . 130
•o»'."» S««>(h »o« Porodhc SW o~k.^.' ^ * •
Blood o» Droculo MP) 100
World IK to DoTi Soi A' u'^j llM '^
* 1 30
Slo'r- ,orT> La^iut ot the lo»t UA);
TW Oolton GrrH ^Ai 170
Raintrec County' 300 Opening
Cheers Providence
PROVIDtNCE — Despite bitter cold
weather, ram and .snow. "Ralntree County" at
Loew's State racked up a tremendous 300 to
lead all downtown proRrams A combination
borror bill at the RKO Albcc. "I Was a Teen-
M« Frankenstein" and "Blood of Dracula."
copped -lecond honors with 110. Considering
the unfavorable weather. "Sayonara. " playing
lor a fourth week at the Majestic, did well to
hit 80 A strong recession has hit this area, the
state unemployment bureau reporting
50.000 out of work ThLs. in ILself could account
for a .sizable drop in Iwxofflce grosses.
AJtx*— I Wot o To«fio9o FrankoRifcin ;AIP)-
Wood of Droculo Alp) 300
Lo*w \—Kotntrcf Counry 'MC^i 300
M«i«t? : - J«ronara .".Bi 4th wk 80
Slron^^MMof Rock and Roll (Poro). Tko Dovirt
MIh Im Paro 75
Holdovers Continue High
In Downtown Hartford
HARTFORD— Poyt.. II Place" was doing
•ell in a third week at Loew's Poll as was
"Ar:d God Created Woman" In a Fourth
: at E M Loew
-Man In Hm ikliotr U->: Tkit It
RaMla L I 9 J
A/f—Tka iakor It WM Poro) Ueo In Iha
I
AHiiaaaa A>.>, 2n.-) ran 75
M Lt>o~—Aad 6e4 Craatod Woaiott (Kinotlay).
4fh .k ^ ' ',40
TV. Corolatt Taan UAv Stroat o»
^c.ton Placo .'Ofh-fo.' 3rd «.k !H0
-. Man CodlroT i^ I: TIta OalacHva
90
r^fmpatt in rK« flotll P3c A.e..^ MM WatM h> M Oar* UA'
J4th .k ,50
"Mark of the Hawk." a ITnlversal releane.
WIU have ita world prrmirnr tn Detroit March
II
BOXOFFICE February 3 1868
RKhtiKI^ IIAKK MKi:riN(;— Mcrvyn
I.rrDV. director of "llunic Itrriirr ll.irk,"
.mil Ihr sl.ir f tin- fiini, .li-.tn Simmons,
.irp shiiMn ch.itliiii: «ith Kifi ll.irdliiK.
Kiislnii (-riiught
Ills sl.irs and sliixiliiiK st.iff to Itnsliiii (ur
Irn days for shuts in atui anuiiiil the
urea.
New Presidents Elected
By Locals 439 and 186
HARIT-'OHD MiiiiUislups iil two lA regional
locals have elected officers.
Eric Crawshaw has been named president
of Local 439. lATSE. Nevk- London, Conn.
Serving with him arc Leslie Nowell. vicepresident;
John S. Kane, financial .secretai-y
and treasurer: Benjamin H. Rose, recording
secretary: Fred Nowell. business agent;
Thomas Kenure. Antone Osowskl and W. W.
Lucas, trustees and executive board; Nowell,
delegate to third district, with Lucas as his
alternate: and Lucas and Fred Nowell. central
labor union delegates, with Kane and
Robert Hyde as their alternates.
The new president of Motion Picture Machine
Operators. Local 186. Springfield. Mass.,
Is Edward Whittle. Fellow officers are Guy
Best, vice-president; Eklward J O'Connor Jr..
busine.ss agent; Arthur J. Payette, corresponding
.secretary-treasurer: Lewis Lambert,
Donald Crowley and Owen Holmes, executive
board Local 186 gave O'Connor a traveling
bag and briefcase.
New Co. Will Operate
Capitol in Middletown
.\K\V H.WL.N .\ :.. ......i;...;, :.s being
formed to operate the long-.thuttered Capitol
Theatre. Middletown. by officers and
.stockholders of the Capitol Theatre Realty
Corp . headed by Mrs. Alexander Saraceno and
Nicholas A Sarnceno. following vacating of
the lease by the forn-.er tenant, the Capitol
Theatre Operating Co., also of Middletown.
The theatre will be redecorated and will
.specialize In first runs, according to the
Saracenos.
MIddletown's other finit-runa—the Palace
•nd Middle.sex—are operated by the M&D
Theatres, headed by Sal Adomo sr . and his
.son Mike
Bristol
Bargain Matinees
.'.;.'.'.
iiA.i..'. ',,„ .^;.,i.,, , A mini Mull-
Bgement Corp ha« announced a new Fjirly
Bird barsaln hour plan at the fir.st-run
Cameo at BrLstol. with adult patrons charged
SS rents from 4 4& to 6 p m . through
Fridays Dennis J Rich Is manager
Benjamin Sack Adds
Copley fo Circuit
111 ".SIGN A deal hioi been signed In New
Y'.ili lidding the Copley Theatre in Copley
Square to the Benjumin Sack circuit Sack operates
the Beacon Hill, the Saxon and the
new Oory theatres, all In downtown Boston,
lis well as two theatres In FItchburg With
the acquisition of the Copley, the name will
be changed to the Capri Theatre with a
policy of long-run cngagemcnt.s of art and
foreign films and the best Hollywood product.
The Copley Theatre, built In the '208 by
the late E E Cllve as a repertory theatre,
i.s owned by the Shubert interests For the
liasl tin years It hius played only short engagements
of films and stage plays. Last
September, Richard Davis of l/MPO took a
lea-se on it a.s an outlet for hLs foreign product
After exten.slve alterations at a co^t
of $120,000, Davis reopened it with a tenwci'k
run of ".Marcellno."
Adopts Five-Day Policy
NKW U.WES Till M.1U..II U10.S circuit
ha.s dropped Tue.sday- Wednesday performances
temporarily at the Palace. Stafford
Springs. Tlic theatre, managed by Hal Bogue.
Ls to resume a fulltlme schedule after the cold
weather.
Theafreman on Fire Board
NEW HAVEN—George H Wilkinson Jr.,
president of the MPTO of Connecticut, and
operator of the Wllkln.son Theatre at
Wallingford, has been named to the board
of fire commi.ssloners.
Reseating and
Seat Repair are
SO simple
with Internationals
Internolionol Seal Divition
Union City Body Compony, Inc.
Union City, Indiana
NE-l

)
. . Sam
. . Floyd
BOSTON
£rn

DOUBLE BOXOFFICE BLOCKBUSTER I NO. 18
DOUBLE SPECTACLE-TERROR!
FABULOUS! FANTASTIC! TERRIFYING!
Noromous bsautics lost in a fantastic HELL'ON'EARTH!
vV
BEAUTIFUL...
OEAOtr
ji
^
THE
ASTO0$D\N
A^
^M
iMini>i>!£L
^^ I
»^ my MLTON • SDSAN CABOT •
BRAD JACKSON
. JUNE mnn richaro devon r„tKi at tmat *, mu cmmu
U UKMUN WKMUIIOIIU rXTMl
SEE ^SEE
SAUCE T GIAXI
IIOOORITUAISOFaI SUStRPENTOF
LOST EMPIRE' ^ THE VORni'
SEE^ SEE
OF MONSTROUS 1 WITH THE CtUlAfi
TERROR' ^ OFUANTS'
EMBASSY PICTURES CORP
JOSEPH LEVINE
20 WinchcJtcr StrMt

. Annual
. . Phil
^
and
. Don
. .
"Back
NEW HAVEN
'Thr West Knd. BildKriwrl .subst-qucnl-run
house, which plays Italian product Montlavs
and Tuesdays, is ndvcrtisliik- In the
New Haven dallies . . . The White Way here
has a new Tuesday -Thursday chlnaware deal
The holdover enRageinent of "Pal Joey"
broke house records at the FIshman suburban
RlvoU and Howard
Warner Bros, booked Snyonara" into two
Menden houses, a rarity indeed. The film, at
75 cents top. played the Merlden and Capitol
New Haven Arena week's engagement
of "Ice Capades" January 23-29,
cot a $4 80 top price
llarrj- K. Shaw, division manager. Loew's
Poll-New England Theatres, got advance promotion
under way for key openings of "Raintree
County." "Peyton Place" ha,s held over
in every Poll A house in the territory . . .
Perakos circuit booked a revival bill, consisting
of "Pearl of the South Pacific" and
"Yankee Pasha" into the first-run Palace.
New Britain . Stanley Warner booked "War
and Peace" Into latter city's first-run Embn.'i.'jy.
advert ising "Ijist Chance to See! "
PROVIDENCE
n freezing rain, coming upon the heels of
a New England blizzard, all but paralyzed
traffic and pedestrian travel, seriously
cutting Into local gro.K.ses. Weather predictions
indicated further rough weather, so this
section was battening down for the new onslaught
"Sayonara" held for a fourth
week at
. . .
the Stanley Warner Majestic . . .
The new Art Cinema held "Gervaise" for a
second week Nemirow. RKO Albee
.
manager, presented a "blood-chilling" horror
show, headed by "I Was a Teenage Frankenstein"
and "Blood of Dracula."
The 1958 Ice Capades opened for a ten-day
run at the R.I. auditorium. The initial performance
was for the benefit of the Roger
Williams Hospital Aid As.s'n . Al Slner.
. .
.Strand manager, booked "Mister Rock and
Roll.
" starring Alan Freed, with "The Devils
Hairpin" A special midnight horror stage
.show wa-s offered by Albert J. Clarke, manager
of the Stanley Warner Majestic. Publicity
offered large ".spirit portraits ' of Marilyn
Monroe cfor the boysi and "spirit pictures"
of Elvis Presley for the female patrons.
As an added gadget, two passes were offered
to anyone staying through the complete show.
Tickets were offered at 90 cents and patronage,
despite weather conditions, was considired
good.
".\round the World" Is still playing to satisfactory
houses at the Elmwood. a nelghborhooder
converted for this attraction and
forthcoming pictures.
Christy's, a noted .seafood restaurant In
nearby Newport, is seeking a permit to present
motion pictures. Many technicalities
will have to be overcome before such a license
is granted. It was believed that special
evening performances would be given after
the restaurant's patrons fini.sh dinner. Sometime
ago. a nearby nightclub, now closed, arranged
to show oldlime films to their patrons
on Sunday nights, when dancing was not permitted.
The venture failed to lure the expected
attendance.
Cash Settlement Given
Patron in Bridgeport
BRIDGEPORT. CONN.— Albert E. Eccles.
former state senator, has accepted S5.250 in
settlement of a $20,000 superior court negligence
action against Warner Bros. Theatres.
Eccles claimed he injured his back and
left hand Oct. 16, 1953, when he opened a
door in the lobby of the defendant's Warner
Theatre here and fell down a flight of steps.
The complainant .said he thought the door
led to a restroom.
The settlement was reached after a jury
had been .selected and the pleadings read in
preparation for trial in the action.
You're Missing A Beaui-^Ii
you haven't added Swingfog to
your Insect Fighting Equipment.
Why' Because Swingiog, the only
Portable Pulse Jet Fogger and
": •
; .'-r available, con help you out
toughest control problems
you ve ever faced. Swingfog "will do
SWINGFOG"
Succcis'u//)! uiv6 by Dri»c /ni
ihioughout
the
country
For information contact these distributors:
Tila Salon Company. Whoaton. 111.
Rvnearch Produdi, Koniia* City. Mo.
Van-Wan Toq Equipmanl & Supply.
Portland. Or*.
Fog. Incorporalod. Wyckofl. N. I.
Southern Mill Crook ProducI*. Tampa
NE-4
ri'i.
the job faster, better and more
economically any time. At your
drive-in, it will be simple for you
to control mosquitoes, flies, midges
TT.d mites, "wasps and bees using
Swingfog in concession or parking
areas.
EL S. Browning Co.. San Francikco. Calil.
Harlnoy Spray Corp.. Dedham. Ma**.
Henry Sloinor. McAllon. Tox.
Tho I'oq Air Company Now York N. Y.
HARTFORD
prid It. (Ireenway. Loew's Palace manager.
IS leiiring and moving to Chatsworth,
Calif. We'll have a profile story on Fred on
lhe.se pages very .shortly . . The Hamilton,
.
Waterbury, booked a live rock-and-roll showon
a recent Sunday The show, featuring Lou
Dennis, WBRY di.sc Jockey, appeared al 5:10
and 8:40, in addition to a double screen program,
containing "Quantez" and "Mister
Rock and Roll."
. . .
.Mrs. Helene DolKin. wife of the Pine film
buyer, has been named instructor in dramatics
for the older adult division, Hartford
Jewish Community Center, this season .
The independent Lido. Waterbury. played no
le.ss than three attractions the other day.
On screen: "The Beginning of the End" and
"The Unearthly " "Outlaw's Son"
Former State Treasurer Joseph A. Adomo. son
of Sal Adorno sr.. general manager, M&D
Theatres, served as Middlesex county cochairman
for the United Republican dinner
held at the Hartford Statler-Hllton.
BRIDGEPORT
"pjominick Marcharoli, stage manager of
Loews Majestic Theatre, has resigned to
become stage manager of the city-owned
Klein Memorial auditorium Felix,
.
manager of the now closed E. M. Lowe drivein
in Mllford. is currently in Hartford serving
as relief for E. M. Lowe managers . . .
Patricia Capello. cashier at the Merrltt.
donned a Japanese costume for the opening
night of ""Sayonara."
.
.
Manager Robert Carney of Loew's
Joseph
PoU.
Waterbury. celebrated a birthday .
Ta.ssineri, sUge manager at Loew's Poll, has
taken a ten-week leave of absence to go on
tour with Katharine Hepburn and Alfred
Drake in the Shakespearean production.
"Much Ado About Nothing" to
Methu.selah." with T>'rone Power, has been
booked Into the Klein Memorial for Friday,
February 21. The show is the first legitimate
attraction to play the house in a couple of
seasons.
NEWHAMPSHIRE
T\ i,;it(his. Inc.. operating theatres In New
Hampshire and "Vermont, has filed a bill
of equity against the city of Keene in
Che.shlre County .superior court Tlie action
is to prevent seizure of Keene land owned by
the Latchls firm for a parking lot project beside
Railroad .square It is claimed that the
company's theatre property would be irreparably
damaged if the city took the adjoining
warehou.se property The city has offered
$37,500 but the Latchls Interests contend
this is not enough.
Part of the operations of the New Hampshire
department of employment .security
have been moved into the ba.semcnt of the
Capitol Tlieatre in Concord while the new
DEC office building Is being constructed.
Marline Carol. French actre.ss. will star
with Jeff Chandler and Jack Palance In
United ArtlsUs' "Tlu" Extra Edge "
BOXOFFICE February 3, 1958

.
win
ASN Physical Assets
To Du-Art Films
MONTREAL— Al You: Snt of Du-
Art Film Laboratories. .ti.i..'Ui.>. a here that
Du-Art. Uirouiih t(s .subnldlao'. A.vsoclatrd
Screen Indu.itrlcs. hoa acquired the phy.slcul
uels of AvNorluted Screen News of Ciuiadu.
3000 Northdirte Ave.
AMociatfd Screen News Is the oldest and
tamrsi motion picture laboratory In Canada
Founded In 1930. A.ssoclated &pt>cliillzes In
I'rlCiil releo-se prlntlnK for most of the
r Anierlcan producers and In liKtu.strlul
^!iJ trlevLslon work (or Canadian and American
producers.
Officers of the new company, to t)o known
M Associated Screen Industries, are Al Young.
.dent: Irwin Young, vice-president: Mur-
Brtskin. -secretary, and Jack Fellers.
UfAiurer Murniy Brl.skln, formerly executive
a5.«L«tant to the president of Associated Screen
assume Uie position of executive
or of the new company.
Charles Krupp, Sportsman and Filmman, Dies
'Soyonara' Is Still High
In 2nd Toronto Week
TORONTO- Not so many holdovers were
on view in the first-line theatres but there
was one which set the pace In the week's
(To&ses. this l>etng "Sayonara" In Its second
*c«k al the Imperial, followed by "Don't Go
Near the Water" at Loew's. also for a second
Mama.
iAvcrofl* li 100)
tgiinron—Z«f« Ho«r Pora),
r-'Tirt Holrplii .Par^' 100
ttcopod* in Japan (U-l);
3H ot Guilt S?' 105
Ho. fo Myrdcr o Rkh Unci* (Col) 105
SoTonoro .'. -^ . '^ : -k 120
L>on r Co Near th* WoUr MGM),
lis
Th» Sod Vock (Pofo) 105
TtKT tntmr B«low 20tK-Fo«) 115
ArovHl >h« Worid in SO Oayt (UA),
115
T.ni> La

. . UACL
' Pembroke
. . John
. . Three
. . Good
. . The
. . The
MONTREAL
^^lrcctor^ oj Coasolidatcd TlieaLrcs have declared
a reKular quarterly dividend of
13 cents per share quarterly, payable March
Jo Oupcher. IFDL district mnnaKer. left by
plane from Montreal Airport January 31
on a three-week business trip to Paris . .
Robert CralR, formerly of the MonUand Theatre.
Ls now at the head office of the United
Amusement Corp, . Is chanulng Its
policy at two theatres here. StartlnR February
20. the Ahuntslc and the Francals will present
Prench-lansuaRe films Instead of ESigllsh-speakiiu;
pictures.
The Rex Theatre of BeauceviUe has been
BEST features
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THEATRE SUPPLY REG D.
ARMAND BESSE, Prop
9370 St Hubert Street Montreol, Que.
Phonr DUpont 7 7818
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.
acquired by A. Benimd liDin luinitr owner
G. A. Roy . Fllllon. district manager
at Gcvaert, is back at his desk following an
absence of two week-s due to lllne.ss . . .
Ruby Rablnovltch of International Film Distributors
spent a weekend at St. Sauveur
enjoying Laurentian skiing boxoffice
results were the report from the Locw's
with lt,s .showing of Warner Bros.' "Sayonara."
starring Marlon Brando and Introducing to
picturegoers Mliko Taka Avenue
Theatre, showing for the fifth week "Brothers
in Law." starring Richard Attenborough, Ian
Carmlchael and Jill Adams, reported good
attendance. On the .same bill Is "The Sceptre
and the Mace" of the National Film Board.
John Levitt left for an extended sales trip
for Columbia . British film experts
came here to prepare for location shooting of
a su.spense thriller. The trio mcluded Andy
Worker, director Jack Cardiff and still cameraman
Arthur Evans. Since much of the
story Lakes place in a hospital, the trio made
clinical film research at the Neurological
Institute and General Ho.spital. The picture,
"Intent to Kill," will star Richard Todd and
Betsy Drake and will be ready for release in
June. The script is from a novel by Michael
Bryan. Location filming is expected to take
place in a few weeks. Todd and a few supporting
actors will be here for the filming.
Cardiff is well known for his photographic
work in such works as "Stairway to Heaven."
starring David Niven and Kim Hunter; "Red
Shoes" and many other well-known films.
Intent to Kill" has to do with the plan to
liquidate a president of a South American republic.
Exhibitors at local Filmrow included Abbf
Marois. chaplain of the "Centre des Loisirs,"
Beauport: Abbe Dion, Parish Hall, Gaspe
Seminary; Henri Ma-sse, Rivoli, Coaticook;
Harold Bell, Opera House, Coaticook; Phil
Karabian, Pine, Ste. Adele; Jules Boire. Bijou,
Napierville; Paul Paquin, Imperial, Weedon;
Paul Desjarlais, Brandon. St. Gabriel
de Brandon: A. Ratelle. Labelle, Labelle:
Laurent Poulin, BeauceviUe, BeauceviUe; Jack
Korman, Garden, Laval West; A. Racett*,
Lido. L'Ab

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MONTO, CANADA
E V ATKINSON
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ASTRAL FILMS LIMITED
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1S7 Rup«rt A>«
WINNIPEG. CANADA
A SWITZER
714 Etfhth A>«. Wnt
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ST.
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162 Union Sr
JOHN. CANADA
A E. ROLSTON
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VANCOUVER. CANADA

. . . Archie
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. . Nora
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. . Lou
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VANCOUVER
JJfr. «nd Mrs. Johnson huvc sold their 350-
stuter In Eston. Sask., ihe only theaUe
in the (arming community, to Herbert Shea.
;i newcomer to the show bu.slne&s .
Donna
Peterson, a former cashier at the local International
Cinema, who now U cashier at
the Rivoh In Long Beacli. Calil., was here
rpOR SALE
YES! lOfOOO LATE MODEL
USED OR RECONDITIONED
Also new Brifiih-Luxury Choirs oToiloble
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Ballantyne Sound Systems.
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Theatre Chotri, Rectifivrs, Arc Lompi,
(ound Equipn^ent, 16mm and 35mm Pro|e'wood.
Gerry Sutherland, Odeon district manager,
and iMaynard Joiner, head of Famous Players
in British Columbia, were on vacations south
of the tKJrder . . . Nellie Gath, longtime employe
of the FPC district office who had been
in a hospital for the last six month.s. has
gone home . Kelly, former Odeon
manager, is now selling cars for Vancouver
FPC closed the Regent in Burnaby.
Motors . . .
The building was bought by local in-
terests who will convert it into a store. FPC
also will close the suburban Kerrisdale
shortly. It is under option to local interests
Owen, former Odeon manager
in England and recently an assistant at the
Odeon in Victoria, was moved up to manager
of the Odeon at Duncan on Vancouver
Island, replacing Maud Smithe. home after
a heart attack.
Lynette Wright, former head usherette at
the Odeon Vogue, is now cashier at the Orpheum
. Miller. Studio Theatre
cashier, resigned to get maiTied . Karp.
head booker at the FPC district office who
has been with the chain for 29 years, is resigning
to join West Coast Theatre Service
on Filmrow a.s head booker. He succeeds Doug
White, who has moved to Dawson Creek as
a hotel manager. Ted Ro.ss, assistant to Karp.
has been promoted to the head booking job at
the FPC office. The a.ssistanfs job will be
abolished since FPC now has only three suburban
theatres left here. The local first-run
hou.ses of the circuit are all booked from
Toronto.
WINNIPEG
The Medicine Hat Shrine Club sponsored
Theatre Night at the Townc January 22.
The film was "The Promoter." All proceeds
were donated to the Shrine band . . . Holding
over in Edmonton were the double bill of "The
Mountain" and "Leather Saint" at the Palace
Theatre: "Ten Commandments" at the Garneuu.
fourth week: "Tammy and the Bachelor"
and "Kelly and Me" at the Sahara. 14th
week; In Its .second week at the Paramount.
"Pal Joey": and in Its second week. "Sayonara"
at the Odeon.
The CrewcutK, Canadian recording .slurs.
appeared In Calgary at the Jubilee auditorium
January 15. and followed this up with
iin iipix'arance at the sales ))avillon In Edmonton
January 17.
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])t] Watt l]ll> A>a PhofM CHarry S1SS-* Voncouvar ?, B C
Hillis Cass Named
Canadian MGM Head
NE\\' YORK -Hilli.s Ca.ss, formerly Canadian
sales manager for MGM, has succeeded
Henry Nathan-
Mjn as president of
.\1GM Pictures of Canada.
Nathanson retired
last month after 30
years as the top executive
in MGMs Canadian
dLstrlbution.
Nalhanson trained
Cass over several years
a.ssoclation to be hLs
.successor, the experience
the younger
Hillis Cass executive gained In the
Canadian sales field
being part of his preparation for the numlier
one MGM post in Canada.
ST.
JOHN
IJeavy rain and wind lashed the .soulii and
west coasts of Nova Scotia and brought
more than four to six inches of rain in 36
hours, causing widespread flooding that cut
off communications, washed out railway lines
and roads. Many theatres in the affected
areas closed. Others used emergency prints
when their film was held up. Film exchanges
arranged for film transportation by bus and
truck where possible. The CNR said it may
be a week before trains are mnning between
Halifax and Yarmouth.
. . . April
liiy Davis, United Artists manager, and
Maurice Elman. B&L Poster manager, shared
a S500 winning ticket at a B'nai B'rith charity
drawini; conducted by chaiiman Joshua
Lieberman, partner of the B&L circuit . .
Popular Joe LeBlanc. owner and operator of
the Capitol. Shediac. is entering his 12th
term as mayor. He was elected by acclamation.
He has also been a Liberal member of
the Assembly for several years
Love. Sad Sack. Jailhouse Rock. Baby Face
Nelson. Perri and the Hunchback of Notre
Dame were doing solid boxoffice business In
the Maritimes.
The Camp Gaeetown Theatre. Oromocto.
which was to have oi)ened January 20. will
open the middle of February. It will be operated
by the Department of National Dcfen.se
Power of MGM's 16mm department
has resigned her position with the company
to get married. She will reside in New-
York City
Film Critic Calls Video
'Paltry Substitution'
OTTAWA In the first of a series of lectures
on "The Public Arts" In Convocation
hall of Queens University at Kingston. Clyde
Gllmour. film critic of the Toronto Telegram,
told a lai-ge audience that television programs
were a paltry substitution for modem
moving pictures as presented In theatres.
Mediocrity In Iheiitrical films no longer
could .suffice as a medium of entertainment,
however, he declared, becau.se of a more discriminating
public which had developed a
high level of dLscerument of values In the
film medium
K 4 BOXOrFICE Febniarv .1. 1958

!
C»nJit*dti9n, • CautMnnit' • C^ncMiiatLA. • 'TMi^iti^uL^tU
MOBiIH
FBRUARY 3, 1958
SECTION OF BOXOFFICi
rfc# /oft !/»'» rampi of th^ Worntr Park Dnrv In Theatre, No\h*iltt. 7enn , art built os a meiianine, r/cvared fo gi^c
ptrittt 'Mcrr«n ffw S70 cor IhraUt hoi an additional walk in ropocitr ol 100, and wot built at a coK
oi {'75.000 It It ow>«d br I'x Condro Amu\*m9nt Co onir hport ot a pratttitd multiplt omjttm*nl ctnttt
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E
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Delivers Sl^o more light thon any lomp using the commonly ooiloble
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bclievobiy better Kreen images arc now possible on the lorgnt
screens in eiislence.
NOW I MORE THAN EVER!
f C(/k»Ktii&mfl>»ti'a STRONG -tAifiiOUuLtufA^/^j
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Todd-AO 70mm, and 65,000 lumens for Fox CincmoScopc 55mm
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Light reflected to the screen by conventional type lamps is picked
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Since brilliance increases as an arc is constricted, air jets supplied
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Due to the resulting THREE DIMENSIONAL, cylindrically shaped
light source, the available pickup angle is increased to more than
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pickup angle is only 160 ,
on auxiliary 6-inch spherical reflector
is located behind the
positive carbon to utilize this increased
availability of light. This
J
Rtlitift DOfltion of cjrboni ai rrv l*«pKoi,%t
door ii octflid slightly.
auxiliary reflector picks up light from the arc and reimages it to the main
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The mam mirror, an integral port of the rear door,
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BOXOmCE rvbnimry 3. 1860

{-.;•
I MODERN
THEATRE
FEBRUARY 3, 1958
o n t n I
IN 1957, according to a survey
reported herein, exhibitors invested
$24,000,000 in new drive-in theatre construction,
concrete evidence oi their
confidence in the motion picture industry
and the outdoor operation.
There are now more than 4,500
drive-ins in the United States, and
additional construction is underway or
in the planning stages, to help maintain
the national total ol theatres in
the face of the shuttering oi marginal
indoor
houses.
New occasions bring new customs,"
and the changing times have brought
the drive-in theatre into great favor
with the moviegoing public.
Certainly,
the drive-in is an answer to the oiltouted
comfort of watching TV in the
relaxed atmosphere of informality, with
the "plus" of big-screen projection.
Trends are to larger drive-ins— 1,000
to 2,500-cars, or more— to
twin screens
and to the year-around operation, even
in northern climates.
The yeor-around operation has been
made possil.le in three ways: in-car
heaters, heated, air-conditioned auditoriums,
and the unique situation at the
All- Weather in Copiague, N. Y.,
where
an indoor theatre operates in conjunction
with a drive-in or alone
An article in
this issue discusses the
problems encountered in wintertime
operation in several cities, the solutions
evolved, and the success enjoyed
by those theatres maintaining the yeararound
schedule.
Particularly valuable
to all exhibitors will be the promotional
pr- \ to stimulate and mainly
•
patronage.
Operating the Ycar-Around Drivc-ln 8
a: Ttic All-Wcathcr Drive-ln
b. How Drivc-lns Cope With Tfiose Cold, Cold Months
Drive- In Story: 1957 13
Don't Let Mosquitoes Nip Boxoffice Alexander M. Cochran 16
A Drive-in Is Only as Good os Its Ramps William H. Black 19
How to Get the Best in Sound and Projection
at the Drive-ln Theatre Wesley Trout 23
Lomp Increases Light 51 Per Cent 32
Serves 2,000 Patrons in 15 Minutes Dorothy Shensa Miller 35
A Gay Wagon Wheels in Candy Profits 40
Profits From Popcorn Phyllis Haeger 43
Gimmicks Sell Popcorn! 44
Check, Teste and Test 48
Drive-ln Theatres the World Over Ed Lachman 58
Garden-Type Beouty For o Hordtop Earl Moses 62
DEPARTMENTS:
Projection and Sound 23 New Equipment
o I • .
Refreshment
c
Service
-ic
ii
and Developments '^
65
Reoders' Service Bureau at 54 Literature 69
Advertising Index at 54 About People and Product 70
ON THE COVER
A feature of the Warner Park Drwc-In in Nashville is its entrance
and exit system which permits patrons to enter tpithout
interference from exit traffic which leat^es the grounds by way of
an underpass leading to another highwuy.
I L. THATCHtR, Managing (ditor
Th» MODERN THEATRE S«:tion of BOXOff ICE it .nc uMa in tne firit iiiue o< »ach month
EdiTortot or oan«rol buiinoii corrtiDonQtnca irtauia b« Qddrtiiea to Aiiociattfd PublicoTiont.
825 Von Brum Blvd. Kontoi Cilv 24, Mc '- -— -rnrtjcntatrvc Cofl Mot, *5 Roclwtallcr
Ploio. New York 20. N Y. Ctnlrol .c Ewmg HulChi»on Orgon.zolion,
35 Eoit Wocli«r Dnv*. Chicooo I. III.; Wtitcr :jtrvo Bob W«tt»ttin & Auociotat.
672 South Lotavtttt Pork Ploct, Loi Angalat :i >.^i' t

What clicks at the box office?
"NATIONAL" CARBON ARC
brightest man-made light!
NATI0^4AL CARBON COMPANY
JAMtS GARNER, slatting in DARBY'S RANGERS. A Watnet Btos. Pioduction.
ATIONAL PROJECTOR CARBONS
bring out exciting realism!
"National" carbon arcs match the sun's color balance. That
means yiir audience can enjoy all the realism Hollywood
puts on film. Deep colors come to life. Wide, wide screens
show sharpness in every detail. For drive-ins, life-like
imapes travel h»ndreermits adequate house lightinR.
Thc«c alotcrr burning "National" Prnjrctor Carfxtn.t help
cut operating rrtnlH: "i^uprrr" Irnm.Kmm.and 9vim rarlx>u.s
— lOnim, Itmm and IS.timm High Intensity CarlH}n3.
'.UZ"f S"-* tin '# '')•?• r'»f%t o' t)ri*'»** r»fh^« rmporaitnn
• Olvl*lwi o* Union CarM4* Corpomttan • MO tmtl 42n^ Stnvt. M»m York t7. H.Y.
UNION
CAROIOC
SAICS orriCtS AlUnU CliK4(o. DtlU*. KansM Cil>. Lm An(«ki. Ntn York, htbbutgh. S«n frtiKiKO • IN CMAM: Union C«>bidt Canada lunitad. Toronto
BOXOmCE February 3. IMS

OPERATING THE
YEAR-AROUND DRIVE-IN
Even in fhe Cold Weather Areas, Many Outdoor Exhibitors Do a 12-Month Business
ALL WEATHER DRIVE IN THEATRE COPIAGUE, LONG ISLAND ASSOCIATED PRUDENTIAL THEATRES, OWNER
Dual icrrice /s given to (he patron at the All Weather, the indoor auditorium
and the ojtdoor screen The single building contains projection lor both
screens, a joint concessions area, a l,500seat auditorium, a terrace restaurant.
ARCHITECT DREW E8ERS0N
restroom facilities lor indoor and outdoor operations Based on o division 0/
costs of these facilities, the indoor house was erected at a cost of $175 per
seat, as compared to the usual cost of S27S per seat for a new indoor house
'/#/,
• r
X
A
rjj i^' -
Architect Dfrv> ibcr^on planned the indoor auditorium on the theory that it woj part
of on outdoor operation, gave it a floor covering of Neoprene matting and plastic covered
teati To clean, a nightly hosing, with a machine sucking up the water in 30
acre area was utilized for the all weather opera-
Shown above is the manner in which the 28-
minutes
lion Cars enter upper right and swing right
along the entrance rood which takes them in
front 0/ the screen tower and down along the
Jill
romps A playfield
\ n
is located in back of the
indoor auditorium building and a special area
in which indoor patrons con pork their cars it
located at the end of the oblong center service
1..^
area of the grounds The throw to the 52«/30
outdoor screen is 390 feel Operating over the
T
huge area are several gasotir}e driven tally-ho
U.k
i m t m ,
f - i I trains which transport indoor house patrans from
parking lot to theatre
rr
^R-t
CSr
^/?
firit floor plan of Ih* irtdoor theatre building Above the conctuiont area at tight 11 a Itrtoct nttouront
The MODERN THEATRE SECTION

LviT May. AssoclatMl Pnidrntlal
Theairw opt'iifd one of the counirys truly
unique Uieutres. the AU-WraUier DrJvr-In
I CopiuKUf. LonK Island, n mllliun-duUur
project which included an Indoor house
(•Ung l.SOO pittroru and an outdoor
scre«n-and-ranip ore* to accommixlate
3.500 cars. It has one boxofflce— ihe pu-
Iron enters by car. buys a ticket, and talcfs
his choice of the indoor house or the outdoor
screen There Is one concessions area.
U> serve l»th theatres, one projection room.
Throushout. the well-known theatre architect.
Drew Eborson. planned the project
for maxunmn efficiency The Indoor theatre,
for example, can be hased down
nlghUy because all materials are plastic.
IncludinB floorlns.
"I personally believe that this type of
theatre exhibition should give a rebirth to
the Industry." says Eberson. "and should
hare a tremendous impact on reallgnlnR
exhibition policies In accordance with the
changes over the lost 25 years,"
After nine months, what have been the
results^ Here is what Asaoclated Prudential
Theatres reports:
• When the weather is bad. there Is usually
a full house In the indoor theatre.
When the weather Is bad—that Is. snow.
fof or heavy mist—the outdoor portion Is
closed, as far as the screen Is concerned.
• If the weather Is fair, even though
cold. It's
50-50—half of the patrons go inside,
half stay in their cars.
• The Joint concessions operation works
fine. Ftood Ls permitted in the indoor auditorium.
Complaints from non-eeters are
few. but there have been some squawks.
OPERATION
PROVED OUT
• The Joint operation proved its worth
last fall and winter When other outdoor
operations in the area fell off. the All-
Weather maintained a good pace of patronage.
• There are no dual management problems.
There Is a manaclng director who Is
in charge of both indoor tmd outdoor theatres,
with a house maruger for the Indoor.
• To stimulate winter attendance, an lc«
skating rink has been installed When the
we*ther is right, it Is well -patronized Skating
privileges are free to patrons.
• The percentage of walk-ins L^ .^mall.
eren though there are residential developments
not too far away.
• A terrace restaurant, located above the
concessions area, can be operated profitably
about eight months of the year, ownen
have decided.
A 3-City Report:
How Drive-ins
Those Cold.
MIRACLEMIkl
TOLEDO:
By
ANNA KLINE
The Miracle Mile Drlve-In Theatre. Toledo.
Ohio. IS currently In Its third year
of winter operations, and has solved many
problems in order to make winter bu.slness
profitable.
With normal winter temperatures ranging
as low as ten above zero < abnormal cold
days in Toledo are below zero>. and with
snow, sleet, and rain common. It Is no easy
task to lure patrons to a drlve-ln.
Most important, of course, says Fred
Lentz. manager, are the In-car heaters.
The heaters are provided without charge,
and are plugged into the speaker post by
the patron. The Miracle Mile has tried and
experimented with numerous types of heaters,
and has adopted the "Hot Shot" heater
which Is small enough for easy handling,
compact racking, and built for stacking
compactly, one up>on the other. The cord
is easily wrapped with this type heater.
The heater unit Is small, but. says bentz.
the amount of heat is more than comparable
to those of larger type, as they consist
of "Circular Chromalux Type" heating
elrmrnt. said
to afford more heat dissipation
per square Inch of heating area.
The theatre has "heater carts." built to
specification, for racking and easy Inventory
every night for all heaters.
To cope with the possible lav? of heaters,
a system has been evolved that Is practically
100 per cent theftproof. All cars, upon
entering the theatre, are Issued either a
heater or a heater tag. Upon exiting, all
cars must surrender one or the other All
exit* are kept clased until Just prior to
break time At iwch time the heater carts
are pulled, via a Jeep, to the exits, and
ramp attendants are on guard to collect
either a healer or heater tag.
The Jeep not only Is useful to pull the
Cope With
Cold Months
heater carts to the exits, but plays a big
part throughout the winter in keeping
weather conditions under control. The
Miracle Mile uses a four-wheel drive Jeep
which has both a snow plow and pushboard
attachment The snow plow Ls removed
when summer weather returns, but Is worth
lis weight In gold during the cold.
During the winter,
Is constantly on the weather forcca.st. When
snow is predicted, the maintenance men are
well prepared. As .soon as the snow begins
to fall, the workers start removing snow
around the boxofflce area and conce.s-slons
stand. An Ice remover i.s kept in back of
each boxofflce at all times.
the management eye
Tlie theatre Is equipped with heavy rollers
to cojje with snow on the ramps. The
workers do not attempt to remove the heavy
snow from the ramps, but compress It
there, and In the ramp drives. If there Is
drifting, however, the Jeep .snow plow is
used to push all excess snow to the drainage
ditches at each side of the theatre. The
plow is also used to clear all entrance and
exit drives around the theatre.
Tlie Miracle Mile Drlve-In has learned
how to cope with all the elements except
one—FOG Should the pea-soup fog roll
In off the lake, and interfere with a .show,
a "rain check" Is Issued or admission In
cash is refunded. To discourage cash refunds,
however, three rain checks are issued
for every two adiUt admission tickets.
This helps compensate for the disappointment
of the patrons In not being able to
obtain their planned entertainment. This
procedure works out very well, since most
patrons prefer the bargain offer of an extra
ticket.
One of the advantages of winter operation
Is the fact that dusk arrives early, and
a good starting hour on week days Is 7
p.m.. gUing the average patron a chance
to see a complete program and be home In
plenty of time for a good nights sleep for
those who work or go to .school the next
day.
On Sundays and hoUdoys. the Miracle
Mile features an "Early Bird" or "Twilight"
program, which begins at 6:30 pjn.
Through experience, the theatre has found
It best to offer one complete show on nett-
Continutd on pOf* 12
BOXOmCE
Fetaruarr 3
S«ctio« iibo>M>« Ik* rfM/ inrfoo* oitJ aw(rfoo> proi^Kt-cn at !*• All Wtalhtt Dtnt In Tht«tn
I9M

!
HEALTHFUL. RADIANT HEAT .
. . JUST
LIKE SUN RAYS • LIVING ROOM COMFORT • THE ONLY MAN-MADE PORTABLE SUN RAYS
I
tepi3
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DON'T LET COLD WEATHER INTERFERE
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MATIC FLAMELESS HEATERS NOW! You'll
be ready to re-open in 10 to 14 days for continuous
BIG PROFIT OPERATIONS.
This is the heater that is revolutionizinfr the
Drive-In business by expanding its season to
52 weeks a year. Check with the proprre.ssive
Drive-Ins that have successfully installed Bernz-
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boosters
Easy payments
rental plan can be arranged
NO INSTALLATION • NO WIRING • NO BATTERIES • NO FUMES • NO HEATING ELEMENTS TO REPLACE • NO BIG ELECTRIC BILLS
STANFORD INDUSTRIES, INC.
6400W 95th street •Oaklanil.liynois*Phone:Garden 4 3070

. . EVERY
HERE IS
A TYPICAL PERFORMANCE REPORT FROM A DRIVEIN NOW OPERATING WITH
FLAMELESS
-CAR HEATERS
"•D JAf; 2
^-^ ST OAKLAlVfi
,LL
This unsolicited endorsement is
one of nuny received trorn progressive
Oriv«-lns already using
BCRN20-MATIC IN CAR HEATERS
«"0 COSTS ui%;//"„«= ^" TNE UP p "'' "'«'£» "

four
.shrimp
—
THOSE COLD. COLD MONTHS
Continue from poqc 9
cl*ys and on Sundays. bccau.v ovpriime tor
operators Is reduced to a minimum. On
Fridays and Salurday.i. an additional feature
i."5 added, and ilic main feature Is also
repeated.
you win find you need this extra
strength, as 80 per cent of our business is
done on the weekend," said Lentz.
DEVELOP POLAR BEAR CLUB
Several succe.ssful promotional programs
have been developed by the Miracle Mile
Dnve-In Theatre, most p>opular of which is
the "Polar Bear Club." Signs around the
boxoffice and newspaper advertising promote
this club, as do screen trailers. The
theatre Issues special membership cards for
patrons. Each time the holder visits the
theatre, the card is rubber-stamped with
a picture of a polar bear. After five such
visits, the card entitles an entire carload to
be admitted free.
Originally, a punch was used, but since
this method of marking attendance could
easily be duplicated, the rubber stamp was
substituted.
Service-charge passes, good only on weekdays,
are distributed to the entire personnel
of leading factories, in rotation. One pass
Is given to each employe, with an expiration
date of two weeks from a pay day. These
passes are attached to the paychecks, and
It has been found that each service pass
used is also good for at least one fully paid
admission.
Each year between Nov. 17 and 20. the
Miracle Mile celebrates its anniversary by
giving free birthday cake and coffee to all
patrons, as well as free .souvenir tickets
which will admit a patron to the celebration
to be held a year from then. This
event Is fully promoted with a half-page
Merchant Co-Op ad, plus giveaways for
all.
NEW YEARS EVE SHOW
On New Year's E^fe. a special program Is
always .scheduled, including fireworks, hats,
and favors. Durlnr November and December,
.screen advertising, such as Christmas
Club trailers and best wLshes from merchants,
helps. The theatre has a Bank
Nlte on Sundays, and a kitchenware giveaway
for a six-week period, on \^ednesday
of each week, to spark attendance on lho.se
day.i. Ticket stub numbers are jxisted In
the conce-sslons stand, with winners entitled
to 50 cents In merchandise, plus a free
pass to the theatre. Another promotion Is
the sale of gift ticket books, entitling the
buyer to obtain $6 worth of admissions
'eight tickets! for $4.98, In a sea.son book.
Trailers on the .-screen help boost business
at the conce.vslons building. All hot
foods are es{K-clally popular, thouKh the
ubiquitous hotdog and hot chocolate are
getting plenty of competition from such
specialties as a eS-cent pizza pie. a tl 15
i
chicken dinner pieces of golden
French-fried chicken. Frrnch-frled potatoes,
carrots, celery and hot roll. In a takeout
basket : rolls, hamburgers, hot
.soups, and—never underestimate It!—hot
popcorn! Chill, at 20 cents. Is also a big
favorite.
Newspaper advertising of Miracle Mile
attractions mentions the In-car heaters
and usually includes the phrase, "Will not
be shown on TV
'
tiny vision i for .seven
years."
Lentz points out that pensons who attend
the theatre during the winter months do
not have to be "re-sold" for the warm
weather season, having established a habitpattern
that makes film entertainment an
important part of their recreational
scheme.
DETROIT:
By H. F. REVES
Winter operation of drive-ins is in its
first season in the Detroit metropolitan
area, and in its effectively second season
in upstate Michigan, providing some interesting
backlog of experience from the
pioneers.
While many drive-ins have operated from
snowfall to snowfall for years, the first to
attempt all-winter operation in the state
was apparently the N-K at Muskegon, operated
by Nick Kurls, which has three or
four winters of experience now—but is not
actually a drive-in in practice during the
winter. This is a dual-utilization project,
with a sizable annex to the concessions
building to house about 300 patrons in
comfortable theatre-type seats. They view
the regular outdoor screen, sitting in enclosed
comfort, and this is run for practical
purposes like an indoor hou.se. The
experience has evidently justified continuation
of the operation from the boxoffice
standpoint, and naturally the very convenient
concessions stand has l)een a significant
help as well.
The N-K points to one pattern of
drivein
operation, utilizing the powerful appeal
of the huge outdoor screen, which appears
very feasible and presumably ultimately
profitable for Michigan weather.
The Sky at Adrian, ojjerated by the
Jenkins family, proudly claimed title as
the first drive-in to operate through the
winter with an Installation of heaters during
the 1956-57 season. This has been since
further developed.
THREE THEATRE INSTALLATIONS
During 1957. major heater installations
were made in three large drive-ln.s—the
Northland at Flint, operated by William
Oleksyn, and the East Side and West Side
at Detroit, the oldest and only prewar
drive-ins in the state, operated by Smith
Management Co. These, of course, are operating
this year all winter. Also on the
operating list this winter—without heaters—
are the Dort at Flint—operated al.so
by William Oleksyn, which had a prior experience
with winter operation a year ago;
the Van Dyke at Detroit, operated by Detroit
Theatre Enterprises, and the Pontlac
at Pontiac. operated by Elton Samuels. The
latter two were understood to be operating
weekends only, and the Van D>'ke was
closed for two weeks before Christmas.
"We haven't had any operational problems—this
is our first year—except for
the Dort," says Alden Smith of Coojjerative
Theatres, film buyer for four of these
houses and one of the best informed men
in the industry here on outdoor operation.
The pattern of weekend operation at
the Pontlac is much like that during the
rest of the year, reports William Clark of
Clark Theatre Service, film buyer for this
house. The same type of attractions is
booked as in the rest of the year, and no
special promotional activities
are reported.
Here are some practical experiences and
ideas in winter operation gleaned from a
roundup of Michigan exhibitors in the business
• Many younger people will come to the
Continued on page 56
The concrjuoni lection ot the All Weather Drive /n ierra both the indoor and outdoor patroni. for eight
manth\ out ot the year, the deck patio doublei Oi an outdoor reitaurant The entrance to the indoor theatre
It lo the right ol the conceisioni area
12 The MODEJIN THEATRE SECnON

' -Ins
DRIVE
THE MEOfORD (MASS i
IN THEATRE
THE TREND IS TOWARD THE DE LUXE SUPER-CAPACITY
THEATRE. WITH THE MILLION-DOLLAR PROJECT ON HAND
DRIVE-IN STORY: 1957
Exhibitors Invest $24,000,000 in 119 Theatres
By PHIL HANNUM
Drive-in thcatrcs with capacity
equivalent to nearly 325.000 indoor theatre
seals, based on 2.5 persons per car. and
representing an Investment close to $24.-
000.000 In the industrys future were placed
under construction or completed In 31
states in 1957. This substantial investment
was surprLsing when contrasted with the
view of many Industry leaders that outdoor
theatre construction had reached the
national saturation point two or three years
a«o
Durlnjc the year. 103 new projects not
lusly
included In BOXOPTICEs con-
,,ng survey of drlve-ln theatre-s were
announced, partly constructed or completed.
The value of these theatres
•mounted to (19.850.250 Combined car
capacity of these projects was an estimated
73.480. Also opening during the year were
16 large drlve-lns which had b^-en listed
on previous surveys, their construction
costing an estimated well over $5,000,000.
with speaker posts for 18,279 cars.
Surprising was the continued emphasis
the building of luxurious super
accommodating 1.000-2.000 cars
and costing from $250 000 to mor«
than $1,000,000 Grand openings of two
of these $1,000,000 giants were hlghUghU
of the Industry year, as the All-Weather
Drlvr-In, Coplague, N Y . and the Tacoivy-
Palmyra Drlve-ln, Palmyra, N. J., Joined
the rank,s of drlve-ln theatres operating
throughout the year.
ALso placed in operation in time for
profitable 1957 seasons were the Shipyard
Drive-In. 1.700 cars, a $500,000 unit.
Providence. R I ; Suffolk Downs. 1.700
cars. $500,000. East Boston: the 2.000-car
V'lklng Drive-In. Corpus ChrLstl: 1.200-car
Circle Drlve-ln. Richmond. Va.. and Joe
Warrens Super 50 Drive-In. 1,007-cars,
near Albany. Supplementing these typical
completed projects, are such developments
as the $1 200,000 Loew's drlve-ln near Houston,
which is waiting for a good weather
break late this month or early March for
Its grand opening; a Baltimore project that
will have speakers for 1,240 cars and Indoor
.seating for 3.000 patrons when completed,
and a 1.600-car Long Beach. Calif,, drlve-ln
for Cabart Theatres.
The most revolutionary development in
the 1957 construction picture, and one
which could be the forerunner of a wave of
new dnve-ln construction and of relatively
Inexpensive expansion of existing outdoor
theatres, was a drlve-ln with wireless
speakers Placed under construction in
Dover. N J . last year for Walter Rrade
Theatres. thU dnve-ln without speaker
posts will be opened In the .spring
It will utlll7.e the 210.000 square feet of
the upper level of a two-decker parking
foot screen, parking places for 950-1,000
cars and a combined restaurant-projection
booth. Cars enlerlnK the theatre level will
be supplied with a transistor-powered hifidellty.
self-contained speaker which operates
on a radiation system of remote control,
receiving waves from "underground"
sound cables. These cables are copper wire
loops attached to the celling of the first
floor of the parking lot. Although speakers
receive waves from these cables anywhere
on the theatre level, the speakers become
useless if taken from the theatre area.
Another cheerful aspect of the 1957 drlveln
construction picture was the activity of
the Eric Corp. of Philadelphia, directed by
Samuel Shapiro, president, in the Pennsylvania-New
Jersey area. In midsummer, this
corporation opened the $300,000 Manahawkln
Drlve-ln. a 1.100-car unit In Manahawkin.
N. J., and followed up In December
with the grand o[>enlnK of the Mac-
Dade Drive-In at Olenolden. Pa., the latter
being a 1.200-car situation into which the
corporation had funneled an investment of
around $500 000. Al.so projected by the
corporation was another half million dollar
drlve-ln at Bristol. Pa., and a $300,000
super drlve-Jn at Somers Point, N. J.
Along with enthusiasm for building the
super units, which permit .such a wide
range of de.

O
'
DRIVE-IN STORY: 1957
Continued horn pogt '2
unius which will accommodate in the nelRhborhood
of 750 cars. The latter figure once
a»Ealn. as In 1955 and 1956. represents the
national average-size dnve-ln constructed
duriHR the year.
Ea,siorn states led the drlve-ln construction
parade in 1957 with 32 new units, far
in front of the next most active section, the
West, which added 21 drive-ins. Fifteen
units were completed or started in the
Mideast: Southeast, ten; New England.
elRht: Central, seven; Southwest, six. and
North Central, four. Pennsylvania was the
busiest state in the construction field, with
12 new airers projected or opened. California
was in second place with ten new
drlve-lns. Other lea^lers were New Jersey,
nine: Kentucky. New York and Ohio, six
each.
Following is a state-by-state tabulation
of new drive-in theatres, with asterisk denoting
that the drive-in has been opened:
ALABAMA
Arob—Pinetrec, buymg ond booking by Horry Smith,
opcrotor o* 31 Drive-ln, Cullmon*
Lcighton—Oixio. ISO cars, owr^d by L. P. Howord*
ARIZONA
Fort Huochuco—Sierra Visto, 500 cars, beirx] built
by A. J. Enterprises in coniunctton with o shopping
center A J Brorntem. form«»r New England dnvein
controctor, is president ond son Jc>seph, viceprcs'dcnt,
gererol mortoger, A. J. Enterprises
Yuaio— I.OOO-cor dr>ve-in for Woyne Arnold ond
Marvin Bell
CALIFORNIA
Arcoto—$140,000, 600-CQr dnve-jn, Wolter Bell'
Irsdio—Oasis. 400,500g opening by Lippert Theatres
Lokeport—300 cors. Bob Reese, owner of LokeporT
T n f -; • r e
Lancaster—LorKoster Orivc-ln odds 470-seGt tndoof
theatre to its focitities for hondhng 787 cors in
regulor romp area; R E- "Tex" Griffith, owner
Lon9 8«ocli— Precision Fabricators aworded controct
to build dnve-m of 6475 Atlanhc Ave , for
Cobort Theatres Corp.
Las ArtgelM—Peter Pon, 300 cors. Eorl Strebc'
Mojove —Otstfict zorwnQ boord opproves application of
* i Keefe ood associates to build dnve-m on
fcCJuTh skde of Highway 466 near here
Myore Flot— SufHct, for Roy Chevcrton ood Ted
Jennings*
Sartto Fa Springs— 1,S00-cor dnve-m to be constructed
northeost of Norwolk boulevard and Lokelorwl
rood
S0U9US—Corf ol, for Mr. and Mrs. Henry Ostrum
COLORADO
Grand Juncfion—Monument View, 350 cors, built
bv Guy QTVl Earr^st Corlucc arvd A. 8. Moore"
Manco» —MorKos, 250 cors, Phil Belt, owner
Poonio — 266 -cor drivi*-in for Tom Poulos, owner of
•t^

eitc^^'%,,euc^^'^
^iffffttyouRdRmm
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exclusive Safety Grid Heating Element
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wires ore insulated, embedded and
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^
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is fan-circulated
Operation. No
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the car
with
and Speaker
heater case remains cool to touch.
Above jhowj front jnd r*ir views o»
heater,
A built-in mounted on
Safety
speaker po$t Easily
Switch automatically
'K' Sturdily accessible
Constructed to
prevents "Take
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overheating.
^
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Ira loni. heavil|f insulated eitension
cord Heater may be placed on dash,
board, door or any
Scratch-Resistant horinintal surtac*
Silver Grey
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even while in operation.
COMMERCIAl CONTROIS CORPORATION
ROCHESTER 3, N. Y.

A portable logging machine being used lor mosquito control at an Indianapolii drive in theatre The machine,
known ai the Dyna Fog jr , is light weight and has only one moving part Under normal conditions a
treatment once a week, before the weekend, is sullicient. Many types ol lormulations can be used
in the unit, one ol which is Insecto Fog speciticolly manuloctured lor it by Brulin & Co ,
Inc
Don't Let Mosquitoes Nip Boxoffice
Elimination of Breeding Places and Fogging
The Drive-In Effectively Control the Pests
By ALEXANDER M. COCHRAN*
The NiED FOR Insect control In
drive-tn theatres is so great that without
tt a theatre could become bankrupt in a
short time. Weed control is also important
and has a definite connection with Insect
control.
Mosquitoes are the all-important Insect
pest. They must have standing water to
breed In, not Just dampness. Do not be
guilty of breeding your own mosquitoes
locally on your own property in such places
as catch basins, puddles of water, stopped
up brooks, faulty roof drains, etc. The
easiest approach to eliminating local mosquito
breedinK Is to ellmlnnte the standln«
wal«r. If it Is Impossible to do this it
will be necessary to lurvicide the water.
I would suggest you contact your local
mosquito commission or state university
for correct larviciding techniques, but it
advisable to use an Insecticide In fuel oil
or kerosene instead of motor oil. A small
amount of this light oil will cover a vast
area.
Once you have determined that there Is
no local breeding you must then contend
with migratory adult mo.squltoca which fall
into two classes: long range and short
range. The long range masqulto Is generally
more of a problem than the short
16
*PrMid*n

RED ARROW SELENIUM RECTIFIERS
3-PH ASE
60 TO 100 AMPERE
90 TO 135 AMPERE
120 TO lao AMPERE
SINGLE PHASE
70 TO 90 AMPERE
BO TO 135 AMPERE
>ctltl*ps with all !>

You can MEASURE
the difference !
With an ordinary
photographic light meter
TK« mott important foctor to contld«r whan rcpoinlinQ
your drive in icrcvn i\
GREATER
REFLECTIVITY
THi LIVING FACTOR OF A SCR6FN'
And NOW vou con octuollv mcoiure incrcotcd
rcMccMvity before you buy— coty. occurotely,
Micntidcolly and AT NO COST' Moil the coupon
bcio- »«f a run TfSTING SAMPLE "*
CampbeH's Drive-In
WHITE
Paint o tmoll test orco Mith the tree tc«t somplc.
Then check it* rctlectivity Comporc the reoding
vith ony other tcrcen point. You'll be amazed ot
the greoter reflectivity you get with Compbcll
It Pays to Paint with Campbell
• lncreo%cd rttUctivity
• Creoter picture
brillior>ce
• Rator-tharp imogct
• Higher vnibtlity
• Longer wcor in ony
weather
• Greotor covcroge
per gollon
DON'T DUAY
Only

'
While
A DRIVE-IN IS ONLY AS GOOD AS ITS RAMPS
Exact and Economical Ramp Planning Achieved Through Mathematics
By WILLIAM H BLACK
Ir ii.u ALWAYS be«n a matter of
ajnazrniriit to mi- that in an operation as
big as a drlve-ln Iheatre there has been
so much hit and miss ramp design.
Stated In its smiplest form, any theatre
Is only as good as lis seats, and l( a dnvo-
In is so graded that cver>- position m tho
theatre does not have Rood visibility, then
it diies not fulfill Its first retjuin-mcnt.
POOR DESIGN COSTLY
Miiuy otiitTwise smart theatre owners
have, through a desire to economize or
through just plain ignorance, (alien Into
the trap of building a poorly ramped theatre.
While their desire to economize Is
understandable. It Is an unlortunate truth
that a poor design Is always the most
costly one. and tiiat the theatre has to
live with some ramps that are either entirely
useless or. at best, are far from satlsfactoo'-
The writer has seen many theatres
where thousands of dollars could
have t>een saved in the ramping, and paradoxically
the more economical design would
have resulted in a much better theatre.
In conversations with many designers of
drlve-ins. I have found that the majority
of them have been using very Inexact
methods of ramp planning. E^ven those few
who have used the graphic method of design,
that is. using a thread stretched from
a pomt of the screen to establish grades
through the field, have, because of the
margin of error that is Iniierent in this
William H Black
In thif coprriflited
orticle, publithed ei
clutoelf in (he Mod
€tn Thcotre S«:ary fill to build up the field to Insure
proper drainage.
It will be necessary then to keep the
ramps as low as possible so we will use
only a minimum of fill. The layout of the
theatre a'iU be as shown in Fig- 1-
FIG. I
Because of the flatness of the field, we
will keep the high points of the field
Continued on tallowing pogo
IISO'
FIGURE
I
BOxorncE Fetauary 3. l»M 19

DRIVE-IN RAMP PLANNING
Continued from preceding pogt
through the center hnc and drain the
ramps both ways.
FIGURE
II
FIGURE III
Let us assume that the present grade ol
the field Is Elevation 10.0. and that the
roadways on either side of the field wlU
be the lowest finished area, but when
built up and surfaced they will be six
inches above the present grade so their
elevation will be lO.O-rO.5 or 10.5.
Now to insure the drainage we will pitch
from the center line to the outer edge of
the road, and we figure this arc at the
valley of Ramp 9 which we will tentatively
establish as the low ramp in the theatre,
and we find the arc to be 292 feet. We will
take 0.4 feet per 100 feet as the minimum
pitch for drainage, so 0.4x2.92:^1.168.
Rounding off this figure to 1.2 feet and
adding it to our road grade we have
10.5+1.2=11.7. which will be the grade of
the valley or low part of Ramp 9 at the
center line.
-fAcc or sdtten
FIGURE IV
tr£ LtftL
OF vicweh
ON NEXT RAmP
PITCH OF RAMP
We will use 0.8 of a foot as the pitch of
the ramp (how to arrive at this figure will
be shown later) and adding this to our
valley grade we have 11.7+0.8=12.5. which
will be the peak grade of Ramp 9 at the
center
line.
Now that we have calculated our grades
for Ramp 9 at the center line, we will go
on with calculating our other ramp grades,
but first let us establish the mathematical
basis for the method of doing this. We will
do this by beginning with .the geometric
theories applying to similar triangles, and
to illustrate we will draw two right triangles
as shown in Pig. n.
$orrgti or ncjunt
r Lttr. IS s
FIGURE
V
eter TOP or CAD
NAur$
ere ifKfi
etevr
AAur I
j/itm 11.1x113
FIG. 11
Here we have the big triangle XZY and
the small triangle ACB. Now we will prove
that these two triangles are similar. First,
it Is apparent that Angle A and Angle X
are the same, for they are the common angle
In the two triangles, so they must be
equal. Then as we know that both Angle Z
and Angle C are right angles, they also have
the same number of degrees and are
therefore equal. We also know that any
triangle has a total of 180 in its three
angles, therefore, triangle ACB; 180° and
triangle XZY=180°. so if we set up a
simple equation, we have angle B--180—AC
and angle Y=180-XZ. We have already
established that angles AC and XZ are
equal .so it follows that angle B and angle
Y must also be equal, therefore the two
triangles are similar. Now in any similar
triangles the corresponding sides of the
triangle are always proportionate. In
other words. If In these two triangles, side
XZ is twice the length of side AC then
side YZ would be twice as long as its corros|K>ndinK
side BC and similarly YZ would
be twice the leil«th of BA.
FIGURE VI
riAK IL It t
FIG. Ill
If we now .sci)iiiiitc these two triangles
a.s shown in Fig. III. we have not changed
any of the parts of the triangles, but only
20
Th« MODERN THEATRE SECTION

I
Fig
their poaltlons. but >f you will not*-, the
common lino YBA Is a straight line
We will now add to thLs diUKriim
.terrom a*0i(
FIG. IV
Now in Fig. rv let us designate the
various points In theolre termlnolo«y. For
example, let u.s Miy that line YZ Indlruies
face of the screen oiid point Y Indl-
% the bottom of the picture We will
ay that point B indicates the top of a
ear on a ramp and that point A indicates
the eye level of a person silting in a car
tn the next rump. It is obvious then from
this that the person at A would have to
tec over point B In order to catch the bot-
Uxn of the picture at point Y
,toTTo>to0nc rumi
lt»r. if i
fICURI VTI
g'l ilv It »
^*ll.tf
PROCEED TO GRADING
To get on to the gradint; We have already
established the lowe.st pan of the
theaue as being at Ramp 9. so wc will start
with It In order now to use actual figures,
we will use the data we have from our plan
Pig. I'. From this we see that Ramp 9 Is
470 feet from the screen and the distance
between ramps Ls 40 feet The height of
Ihe bottom of the picture is 25.5 feet above
the present grade of 10.0 so the elevation of
the picture is 25.5-i-10.0 or 35.5. To complete
the ree on the
sale side If we establish the height of a
car at 5.5 feet and the height of the eyes
of a viewer when seated to be four feet
alwve the ground.
On the basis of this data, we will go on
now to establish the grade at the peak of
Ramp 10. We will redraw the diagram
IV • and add the known figures to it.
This will be Pig. V.
FIG. V
We now want to find the grade at the
apex of the small triangle or point A. In
order to do this we have to establish the
length of the line BC which Is done as
follows
First, we subtract the elevation at point
B from the elevation at point Y. and we
fmd that to be 35.5-18.0=17.5. which Is
the length of the lUie ZY. Now we knowthat
the corresponding sides of these triangles
are proportionate, and we already
have the lengths of their bases, they being
470 feet for the big triangle and 40 feet for
the small one. We can now set up a simple
raUo that will give length of the unknown
line BC.
A PRACTICAL FIGURE
BC Is to 40 in the same proportion that
17J ts to 470. If we set this up In Its
BC 17.5
mathematical form we get — Slm-
40 470
17 5 • 40
pllfylng this further we get BC =
470
and compleUng this multiplication and dl-
700
Ttalon we have BC - . 1 49 which we
470
wUl round off to 15 as thta only means an
addition of one one-hundredth of a foot
from our 1 49 figure, and It gives us a more
practical figure for grading.
Now we know that line BC U 1 5 feet tn
FIGURE VIM
lengUi. so In order to find the elevation of
point Z. we subtract this from the known
elevation at point B. and we get 18.0—1.6=
16 5 or the eye elevation of point A.
Since we have established the height of
the seated viewer's eye at 4.0 feet above
the ground, we subtract 4.0 from 16.5
which gives us a grade of 12.5 or the peak
grade of Ramp 10.
Having established the procedure, we
will now calculate the remaining peak
grades to Ramp 20.
Using our ratio formula, we find the peak
grade of Ramp 11 as follows:
12.5—peak R^imp 10 35.5—bottom of
5.5—height of car picture
-18.0—elev. at top
18.0—elev. at lop of of car—
car Ramp 10
17.5—length
vertical
of
of the big
angle
leg
Ratio:
X 40 —space between Ramps 10-11
1.37 or say 1.4
17.5 510 —distance l>etwcen screen and
Ramp 10
18.0 elev. at top of car
1.4 length of line BC
16.6 elev of viewer's eyes
- 4.0 distance from viewer's eyes to
ground
12.6 peak elev. of Ramp 11
Ramp 13:

DRIVE-IN RAMP PLANNING
Continued from preceding page
This Indicates further that we are cominK
up In our grades as we ko forward
which, of course, means usine extra fill
material. As we have found that a valley
grade of 11.7 at the center Unc is adequate
for drainage, let us use this as a constant
figure for all Uie forward ramps.
We will now reduce our Ramp 8 grades
from 12 6 and 11.8 to 12.5 for the peak and
11.7 for the valley.
NOTE: You have seen from the diagram
of Pig. Vn that the line of the pitch of
the rump lines up with the bottom of the
picture. I have found that in most cases
this works out all right. It sometimes calls
for some modification, in the forward
ramps particularly, but as each case could
differ, we will proceed on this generalization
for this particular case.
Now we will take Ramp 7 and calculate
its grades. First, we will diagram It as in
Pig. Vni. using the constant valley grade
of 11.7 to find the peak grade.
FIG. VIII
Calculating we have:
23.8 V 15 11.7
= 0.9 0.9
405
12.6 — peak elev. Ramp 7
We establish then that a peak grade of
12.6 will give us the proper pitch. Now for
a double check let us sec how this grade
check.s out with our established grade on
Rump 8.
12.6 35.5
5.5 -18.1
18.1 17.4 X 40
1.8
18.1
1.8
16.3
16.3
—12.6
3.7
390
This .shows that the view height on
Ramp 8 is lower than the 4.0 feet required,
so the clearance from Ramp 8 over the car
on Ramp 7 is more than enough.
It is obvious then that we have passed
the critical point of car clearance, and we
may proceed forward, establishing the
ramp pitch only on the remaining ramps
to give us the peak grades
We will use the valley grade of 11,7,
Ramp 6:
35.5
-11.7
23.8 X 15
360 '
Ramp 5:
23.8 v 15
325
Ramp 4:
357
1.25
285
- .98 11.7 -f-
1.0=; 12.7
'distance to Ramp 6-1-15')
357
325
= 1.1 11.7 -h 1.1 ^ 12.8
11.7 + 1.3 = 13.0
Ramp 3:

I'. KM
HOW TO GET THE BEST
IN SOUND AND PROJECTION
AT THE DRIVE-IN THEATRE
Modificafion of Present Boofh Equipment
Or Replacement With Improved Designs
Should Be Considered Before Reopening
By
WESLEY TROUT
Wetley
Traul
^^OOD PRO-
JBCTION AND SOUND arC
Vital in the operation
of any size drlve-ln
theatre. We will end
e a V o r to present
iome helpful suKRes-
1 1 o n s In obtainlnR
better projection and
sound reproduction,
pointins up some of
the requirements
necessary in order to
obtain satisfactory scri-en tma«e and Rood
sound quality.
This season, many exhibitors will carefully
review existinK projection and sound
equipment with a view of either replacing
or making some modifications. In order to
obtain better results: namely, amplifier,
sound head, speakers, arc lamps or projector
mechanisms. In some situations the
installation of a better quality projection
lens or refinishlnK the screen surface would
vastly Improve the screen image, or even
both for clearer and better illuminated
picture.
We mention first the replacement of
projection lens or refinishing the screen
surface, because we are well aware of the
problems associated with getting enough
light on the drlve-ln theatre screen. Of
course, if you have high quality lens and
good screen surface, your arc lamp may
need .some modification, such as changing
from 16-lnch reflector to an 18-inch reflector.
And we would like to bring to your
attention the Importance of sufficient amperage:
using the correct size carbons U
a "must" for an evenly Illuminated picture.
Ukewlse. it Ls neces.sary to correctly
align your optical system, be/ore you reopen,
for obtaining all the light the lamp
and optical system can put out.
In some situations one can trim the
."'hutter blades slightly and thereby increase
the light, provided the screen surface
is in good condition. Both shutter
blades must be trimmed an equal amount.
The gear train must not have too much
backlash or you will have a "travel ghast."
The best plan Is to make a model shutter
of the one you have and trim It down Just
to the point where there Is only a slight
"travel ghost." then make the other 'regular
.shutter I blades slightly wider to eliminate
any streaking up or down. We have
done this In many drive-ins and secured
very .'iatlsfactor>- Increase In screen Illumination.
Coo4 tound and prof«cl>0« con b» othi^^td enty wHk 900^ •quipflwnt k»pt in good condittof Thh h •
'•T "•" tquipptd drrtt ,n ihrctrt pro(*cl>on room (.ompt, i»ltnium r»a* All wiring 11 m conduit and Qrrvnlitid, wirtx lor tk* prOfMtion lompt com* up Itirovgh tfct
pro/«cto/ boi* A work ligkt. vitk a win guard around it, >i aqmpprd with o long atlrttiom tord
CURVED TRAP AND GATE
We would like to sugge.st the Installation
of the new curved film trap and gate. If
you have Centur>-. RCA or Simplex XL
projectors ThL^ device will improve your
picture definition and deliver a steady picture
The new eur%ed gate and film trap
can be installed easily without additional
machining. drlUlng or tapping holes, or
special tools. Use of the new curved device
is a definite advantage for those having
trouble in holding focus because of higherpowered
projection arcs, which are necessarj-
for wldcscreen projection In drlve-ln
theatres In .lome cases It Ls advi.iable to
use the renlur>- or RCA WBl

BEST IN SOU ND AND PROJECTION
Continued liom p'f^iJ "j
r"3

aiid k(«ptnK surpUis oil clrnnrd off o(
tnt'chftnism und .sound heads Is very ImporUtnt
111 dnvc-ins whrro such equipment
U subjected to more dust and dirt.
In some cn.ses. when the drive-ln has
•
d for the sea.son. the equipment Is
ply covered up; In others, equipment Is
dismantled and .stored. In either ca.se.
equipment .should be thorouKhly cleaned
•nd carefully checked for replacement of
worn parts before It l.s put Into operation
•gain. If you have not iiutnlled "fox hole"
aprocket.s for combination prints, we suktest
you do .so tx-fore you reopen, thereby
na you more time to make the in.stalln-
:. and check over the projector and
sound head for any other replacements.
Be sure to check your idler rollers, shoes,
film trap. etc. for wear. Better projection
can only be obtained when the
mechani.Mn U In Rood adjustment and worn
parts replaced.
HAND OILtO PROJECTORS
There are still a larKe number of projector
mechanisms thot have to be oiled
by hand. u.sinK a smoU oil can or a medium-size,
pump-type oil can. This type of
projector must be thorouKhly cleaned before
you reopen because the Kcar tram and
bearlnss are not tlRhtly enclased and will
accumulate more dust then a mechanism
In which the gears are tightly sealed in
and run in an oil bath.
We suRRest that you completely disassemble
the mechanism lopen type> and
wash the parts in kerosene, using a stlflbrlstle
brush for scrubbing. Be sure to
carefully wlpie all the parts and lubricate
after you have reassembled the mechanism.
Only a few drops of oil. except in the intermittent
movement, is sufficient, thereby
avoldinK a flood of oil that will eventually
rim down into the sound head and cause
trouble. Always wipe all surplus oil off of
parts—keep a clean rag in your hand and
wipe any .surplus oil off as you lubricate
your projector. Do not lubricate or clean
the projector while It Is in operation, unless
you are seeking trouble. A ras or oil
can spout causht in the gears can cause
plenty of damage. The best, and wi.se procedure,
is to oil your equipment each day
before you start. Use oil sparingly on all
drive-In equipment, but u.se enouRh. of
course, to properly lubricate. A mixture of
dirt and oil will cause rapid wearing of the
ear teeth.
CAUSE OF PICTURE "WEAVE"
Picture •weave" 'side motion' is usually
cau-sed by improper adjustment and
grooved lateral guide rollers, or It can l)e
caawd by too much endplay In the Intermittent
.sprocket. "The .shoes that hold the
film In place against the intermittent
sprocket .ihould aLso be correctly adjusted
and not "ride" the sprocket. Accumulation
cf dirt or undercut sprocket teeth will
cause picture Jump.
Worn starwheel. cam
or bearings will also contribute to an unsteady
picture and a noisy intermittent
movement
Tec much tension on film Is Just as
Best For
iONG THROW!
That's why more
and more drive-ins
choose Bausch&Lomb
Build i\ipacity patronage ... for
bcttcr-than-cvcr profits . . . by
giving all of your patrons the
world's most satisfying screen
images. Unequalled edgc-to-edge
sharpness and definition, at all
ranges, all angles. Breathtaking
contrast... vivid, brilliant images.
Tops in
"Come back again!" appc.il.
WRITE tor complete information:
loldcrsE-118, E-12.^. E-55.
Uau.sch & Lomb Optica! Co..
72026 St. Paul St.. RiKhcstcr 2. N. Y.
, A.*.,1 • • Op' f •' S«*. '• '1 '»'• I-

. . . best
. . . coft
. our
. . hope
want
. . from
. a
. .
. .
Bag Your Trash
Model LS-1 LiMcr Shark
Thf "LitltT Shark" .-.ui-Li uj):
lift-r cans, loose iiP\vs|)a|> the Slop. Stoop and Touch
out of litter pick-up. (llialleiigo \our
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lc«> fati).'iic. Adds dignity to a
roiilinc. di>lastcful job. .Safe, .Sanitary,
and most Economical.
('.iwstrurtinn: Powerful verticalshaft
ga>oliMr engine with recoil
starter. All-slccl direil-connedcd
suction ini(x-ller. W elded steel suction
case with replaceable stainless
steel liner. All steel suction shroud,
"iO" wide, heavily reinforced. Broadtread,
rubber-tired wheels. Large
heavy litter bags. Special bag-support
rack. Short, single-turn, direct
litter travel within suction case assures
no-clogging o{)eration.
TARRANT Mfg. Co.
55 Jumel Place
Saratoga Springs, N. Y.
Guaranteed
Deliverf
fresh from
You can increase Box Office wiih
ORCHID
PROMOTION
.
.
,
.
.
From a drive- in thcofrc in FLORIDA*,"
orchids arrived in perfect conditton
a full house to repeat
. . had
promotion
.
in near future!" WISCONSIN'," .
gave orchids for Mother's Day
loved them to use
. . mothers
promotion aqain!"
from ARKANSAS*,'
beautiful promotion
orchids
grcot
truly
success
.
we've ever hod!" These ore |u»t
o few ot the mony Icttcn wc receive from
theatre and drive-in theatre owners across
the country prolsing the Vondo Orchid Promotion.
The exotic, dainty orchids ore flown
dewy fresh from Howoii . thrill to every
woman who receives one! See how the Vando
Orchid PromoHon con MAKE MONEY for YOU
but a few cents eochf Try It yourself!
"Nomes or fcquc-.i
W» furnish ntwipopcr mots, w/nrfow ttreamers
oryd odvcrtising mottrial Order orchids
today for new 6ojr office profits Write tor
your brochure on other Hawaiian Flowers for
Sales Promotions
H. C. KRUEGER
FLOWERS OF HAWAII
670 S Lofoyetto Pork Place
Lot Anrjslrs S7, California
BEST IN
SOUND AND PROJECTION
Continued trom preceding page
• , not enough. In our article, Modem
1 heatre. Lssue of December 7, 1957, on page
16, we presented data on proper film tension
and adju.stment of lateral KUide rollers.
Becau.se the picture image is magnified
so many times, particularly widescreen
projection in drive-in theatres, it is of utmo.st
importance that a steady picture
should be projected. If the intermittent
movement is in good condition and lateral
guide rollers adjusted correctly, there is
no good reason for inferior projection. If
your gear train in the mechanism has too
much backlash, new gears should be installed
or you may have "travel ghost."
particularly more so if you trim the shutter
blades.
CARE OF TAKEUP
ASSEMBLY
Be sure to check the takeup mechanism
and fire trap rollers. It is wise to take
apart the takeup assembly and thoroughly
clean before you put equipment in operation.
The teiision should be adjusted to
take up a reel when it is full, any more
tension than this is unnecessary. The magazines,
upper and lower, should be checked
for aligrmient and to see that bolts or
-screws are tight. The upfier magazine
spindle should have enough tension to prevent
the reel from "racing."
Glass should be used in
the observation
ports, set in a shadow box. the boxed affair
to be painted a dull black inside. For
the lens poi-ts. we recommend a high
quality glass, special for this purpose, distributed
by National Theatre Supply. Or.
you can use a blower for the lens ports,
distributed by leading theatre supply dealers.
We suggest you follow this advice and
keep the dust from blowing into your projection
room. By keeping the dust out, you
will be able to keep your lenses and projectors
cleaner.
Next, check your sound heads and make
replacement, if needed, of guide rollers,
sprockets, exciter lamp, etc. Tlioroughly
clean the unit and check exciter lamp focus
and run either a 7,000 or 9,000 t*st loop
to check the sound lens focus, doiriQ the
latter after you have the sound equipment
cleaned and in operation. Check the felt
roller on the guide roller bracket; in most
cases, this should be replaced for good operation.
Also be sure to check the rotary
stabilizer and see that it coasts for at least
20 or more seconds after the film leaves It,
Of course, there should be sufficient tension
on the shaft so that there will be
smooth film travel past the scanning beam.
Check the speed of the mechanism. Also
check the motor and couplings to the
sound head drive.
LUBRICATING
INSTRUCTIONS
The arc lamp sliould be thoroughly
cleaned and connections, in most cases,
should be renewed at the arc mechanl.sm
• the positive and negative cartxin holder
connections). After a thorough cleaning,
26 Th» MODERN THEATRE SECTION

the enilrr mfchiuu.s(n .should br lubricated
ccordtng tu the iniututacturrr'.s lubrication
chart. UsT only thi- lubrication .sp«-
ctally rt'commrndod for your hunp Do not
use graphite on any pojt unlc.vs .sprclally
reconunendfd for crrtaln piirt.s by the munufacturrr
Do not um> tjraphite on Stronn
or National Coiutellatlon hiwh inten.sity
lomp-s Use only the .sp«-iial lubricant c )inpotuid
for iK'.st results. Use the correct
carbon trim for the ampcraRo you arc using—never
overload curboiu.
TESTING MAGNETIC SOUND
If your reflectors have been in service
• lonK time, it is best to have them refin-
Istied and obtain more screen liKht. In
situations where hmh omperaKC Is used.
replace your reflectors with the new Bau.sch
and Lomb BALcold reflectors and keep
down the heat at the aperture. The newreflectors
are obliunable for most leading
makes of projection lamps. Tlie reflectors
must fit snugly In their holders but not too
Ught. because It may cause them to crack
when parts get hot. Be sure to use an
allgrmieni tool and carefully align your
optical system— reflector, aperture and projection
lens— for maximum lluhi output
If you have magnetic sound, the penthouse
reproducers should be carefully
checked and cleaned: the rotary stabilizer
and guide rollers should be carefully
checked. On general maintenance of either
optical or magnetic sound heads, we suggest
you read our article, published in
June 1957. on magnetic sound. The film
must track perfectly straight from the upper
reel down tiirough the penthouse reproducer,
and there should be just enough
pull" on the upper reel to keep it from
racing. Vse test loops and reel tor a
thorough checkup on your penthouse reproducer
for high quality sound reproduction.
Likewise, this procedure should
be followed m the optical sound head.
If you have single-track. m.Tgnrtic sound
in your drlve-ln. be sure to demagnetize all
the parts befcre running a magnetic print.
This is necessary when running all combination
prints now. Any steel part that Is
magnetized and comes in contact with magnetic
track or tracks will cause deterioration
of both sound quality and level A
Jeweler's small compass can be used for
this purpwe In .some places—particularly
on the trap and gate— it is generally necessary
to remove the magnetized parts in
order to thoroughly demagnetize effec-
Urtly. Most leading supply dealers can
supply a degausser 'demagnetizing device'.
CHECKUP WITH COMPASS
Again, we want to remind you that equipment
must be demagnetized when running
combination prints. Do not damage prints
bjr neglecting to check your equipment with
a compaaa at least every two or three
montha. If you have worked on the
mechanism with magnetized tools, be sure
to demagnetize acaln.
Pt>r high quality sound reproduction. It
should be understandable that the pre-amplirier
and power amplifier, or amplifiers
%^^
ILlf .^v\..\HH'l(rs |jiil> ca«l'«l aMcS
lUi |.^ h.,ai/i fMtar OMKUIt*. i tv ii >Kk>»cjliT i*>«la4 l«. 1114 m tact Mel tl
IM i>«a»c •' ciri >4aitlt« tmHH al all llatt.
AUTOMATIC-fOOLfHOOF-WEATHEHrtOOF
NOTHING TO INSTALL NOTHING TO HOOK Vr
Wiiit lodoj tor tomplttt Jtiaih and ipccrfKOiioni
PALMER ENGINEERING & DEVELOPMENT CO.
I4t«' , N C>< II Monfc Cal'f
BOXOmCE
CettHmitd on Wovinf
reteuary 3. 1958
27

BEST IN SOUND AND PROJECTION
Continued Irom preceding page
mu.si Of 111 tip-top cuiiditlon. Tubes sliould
be carefully checked: In push-pull staKe.
the tubes must be carefully mutclied m
order to obtain Rood sound output. All
voltases should be checked and compared
wJth the manufacturer's recommendation,
or at least checked with a reliable lube
manual, because correct voltapes are absolutely
necessary for Rood sound reproduction,
free from distortion and with sufficient
Rain for various recordinRs. etc.
Tubes should fit .sockets snuRly and
pronRs should be clean. Leaking plate to
grid coupling condensers are often responsible
for distortion; low voltages will cause
low output, and in the grid circuit, poor
reproduction. A complete set of new tubes
should always be kept on hand in ca.se of
an emergency. In case of trouble, check
or replace tubes first.
We cannot overemphasize the importance
of keeping drive-in speakers in tiptop
condition. We have found this item
very sadly neglected—poor connections, bad
cords, bad speaker cones, etc. It should be
understandable that the quality of the
sound, due to small speaker, cannot compete
with the indoor speaker system, but
very good quality, free from distortion, can
be obtained by checking the speakers daily
and replacing defective ones. Generally
The problem ol incrcoiing light iry driyeins hoi been iohed, to o certain ettent, by newly designed /amps
and new screen surfaces The new livc-to-onc high speed intermittent movement is another improvement.
Successfully tested in the field it is now being installed in Simplex XL projectors lor drive ins or conventional
theatres According to the company, light transmission has been increased as much as 15 per
cent Picture definition has been improved, since each frame is exposed for a longer time The
heart of the new Hi Speed intermittent is a standard 90 Geneva movement, the most reliable in the field
today. Narrower shutter blades can be used with this movement which reduces flicker Other manufacturers
will probably follow with higher speed movements for drive ins The pictures shows the old
style (left) and the new Hi Speed intermittent movement for drive-in mechanisms
the transformer matches an impedance
isecondar>'i of 3.2 ohm.s: supplied for two
impedances matching of either a 2.500 or
7.500 ohm line. For high quality sound
reproduction, impedance matching Ls important.
If you are in doubt, consult your
wiring data sheets and make sure the impedance
is correct for your particular sound
system. Keep dirt and dust out of speaker
housing. Make sure of good connections by
going over all the connections in the .system
before you reopen your drive-in.
One can make a fair test of the sound
output quality by first setting the exciter
lamp perfectly, checking the sound lens
focus, and then thread in a film with good
music, singing and dialog recording. The
.sound reproduction of these various recordings
should be clear and sharp. A test
reel can be purchased for making this
test, but any good recording will do. provided
it has music, male and female singing,
plus some dialog.
Overall Prequencv Response Measurements—Measurements
of the overall frequency
response of the .sound system, including
the projector, cannot be perfectly
made without multifrequency test film,
plus knowledge, to a certain extent, on its
use. In several previous articles, we have
presented data on using test loops and test
films. Generally, data is furnished on how
to use test loops and make frequency response
test when purchasing these items.
Bigger Drive-In profits when you
fog with TIKA, give patrons a
fresh, fragrant atmosphere, fo»iptctily
inscct-frrc ! Lowest-cost
coverage of your premises with
true, clean fog that destroys all
insects . . . cannot stain windshields
or car finishes. One-man
operation.
wi.N GooDwii.L.Whcn not in use,
lend your TIKA equipment for
Public Health In.sect Control.
(«MYIMGulOflWIIIF«S USIINCSE»lMH4t6J
PRODUCTS DIVISION
YOUR COMPETITORS!
MOSQUITOES, FLIES, ALL INSECT PESTS
KILLED ON
CONTACT
BY

use too much solder as tl will cause » hmh
resistance Joint—Just use enough solder to
firmly weld the connection.
When cluH-klnK over your rump spi-ukers.
If ony .sp«'aker falls to function, first step
ts to check the connections (If you are sure
the speaker Is In good condition' to make
sure they are right: then chixk the transformer,
and see that no wires are "short-
InK" out Trace throush the Junction box
with a hiKh quality set of headphones for
sound output. You can nLso check with
jrour ohmmeter for shorts, but do not have
system turned on when making this test.
Use your wirlnK dtattram for checklnn correctness
of connections, if you are In doubt.
We have always found an ohmmeter excellent
for taking readings across sound
sjrstem for suspected siiorts. Then use a
high quality pair of headphones for checking
various ramps for sound quality.
CLEANING AMPLIFIER
PARTS
Regardless of how wrll enclosed are the
amplifier components, they will accumulate
carbon soot and dust: we have found cases
where accumulation of carbon particles and
soot caused a short or noise. So It Is wise
to take a stlff-bristle brush smd clean, carefully,
the Interior of the amplifier and preamplifier
at least once a month. This procedure
may prevent trouble later. Gently
push the connections, using a wooden prod.
to see there arc no loose ones. ThLs should
be done about everj' two or three months.
Carefully clean the tul)e prongs and .sockets
when replacing tubes; always keep a complete
set of spare tubes in the supply cabinet
In case of emergency.
Hum—Hum Is often caused by poor
ground connections. Insufficient filtering
tn the power supply, defective tulx? or
tul)es. defective transformer or filtering in
the power supply for the exciter lamps.
speech lines too close to an AC power line.
or can be traced to a defective condenser
In the amplifier circuit.
ALTERNATING AMPLIFIERS
Dual or EMEsctNCY Ajuplifiers—When
two or more amplifiers normally operate
tn parallel, or emergency amplifier equipment
Is installed: In most installations, a
selector .switch Is supplied to disconnect the
output, external heater and plate circuits
and warping circuit 'Simplex" of the Inoperative
amplifier and connect similar
circuits of the operative amplifier Only
one warping circuit Is used at a time.
Therefore, the warping circuit should be
the same In both amplifiers. In .some rases
two amplifiers are wired In parallel for
more power output: In other sltuatloas,
with plenty of power output, one amplifier
In the lat-
Is used for an emergency unit.
ter case, one amplifier should be used one
week and the other the following week in
order to keep a check on its operating condition.
Po^»-(* Svm.r ro* Exmc* Lamm Usino
TuvcAR Brtas. It Is very Important that
ytni check tungar bulbs at least onre a
month to make sure that the bult>s are
tight In their sockets and springs make
food contact. Loose bulbs will cause heating
of the springs and crystalllutiiun. followed
by spring breakage. A bunu-d-out
bulb khuuld tM> replaced at once a.s the other
bulb will not carry the loud. Ballu.st Inmpn
for voltage regulation should make tiood
contact in their .sockets Very careful l>ending
of the socket contacts and burni.shing of
prongs and contacts with crocus cloth may
be resorted to when necessary. All electrical
connections must be tight
Sound Sv.stcjis Troubles— If your sound
output suddenly ko
and. finally, check check plate, grid, voltages,
etc. with a good voltmeter. Before
you do check the lubes, etc . be sure to see
first If tubr.s are 111 as a fuse may be blown,
cutting off the iKiwer
Try the "tulK- disturbance" test by removing
and replacing one tube at a time
to see if each stage U working. This could
narrow your trouble down to the sound
head, provided the amplifier Is working
okay We strongly recommend a set of
headphones, high resistance. 20,000 ohms,
for a check of sound quality at the output
of the system This will give you u clu-ck
on hum. di.stortlon and quality of sound
reprrKluctlon.
Riimp wiring Is always a very Important
Cootinutd on lolteminq peg*
Another STAR PERFORMER
you can hear the
difference
omazing low price
$i;95
5 each
the PROVEN JEWEL-TONE 4 speaker
for all drive-in theatres
ALWAYS SPECIFY BEVELITE FOR THE BEST
in SPEAKERS • LETTERS
BACKGROUNDS • POSTER CASES
, . . Bevelite. Extensive research and experimentol
The 4" jewel-tone speaker is u proven product bocked by an eld established
name in theatre equipment
work has gone into the building of the Bevelite 4" jewel-tone speoker. It has been
thoroughly proved and tested . . surpassing
oil expectations. There's no better
drive-in speaker thon the jewel-tone Bevelite . . . you can hear the difference!
THE BEVELITE CORP.
dnu^i^ by
NATIONAL THEATRE SUPPLY
BOXOFTICE Fet)ruary S. I96S 29

I
I
tions
i need
!
with
]
amperage
I
I
the
New Automatic
Trash Pick-up
For Drive-Ins
LlffER
BUG
Picks Up Everything But
Gravel —
I jllir I5uj; uses varuurn
ulcinc, no brushes, lo gather all paper litter
— trays, boxes, spoons, straws —
plus
I i 'nrflle liulLi, matches, even ticket stubs.
^ et it dofs not remove gravel or stone.
Pa\- for it«olf fir«l -pason in labor savings.
Easy to Opero/e — (ialhers trash
ill ,1 »dlkiri(! |iai c iici need to slop or
sloop. Weighs less than 100 lbs., perfectly
bni.incnl. .30' intake for wirlr |pirkii[).
Long Life, Service -Free —
Powered by 2I/2 HP Hriggs Si ration 4
r\ile engine that operates al 2/3 rated
KP.M. \o chains, bells, pulleys or sprockets
lo lubricate or replace.
SEE THE NEW IIHER BUG 40
WITH GIANT 40-INCH PICK-UP
at Booth 49,
National Allied Drive-ln Convention
For literature and price, write Depi A
Mid East Sales Co.
Box 62 Lockland. Ohio
BEST IN
SOUND AND PROJEGION
Continued from preceding poge
Item m any drlve-ln theatre Ijecause faulty
wiring can cause plenty of trouble. Many
shorts arc caused by Inferior underRround
wire and poor connections at the speaker
IH)st A short can completely cut off the
.sound or. In .some instances, according to
the particular .sound system, it will cause
a loss of volume. The only remedy, of
course. Is to quickly find the short or cut
the ramp out of the system for the night
until short is found. Most all sound systems
have ramp switches for cutting out
each ramp in case of trouble.
CONDUIT FOR FEEDER WIRES
Galvanized conduit should be used for
main feeder wires into the projection room,
and this should terminate in a watertight
junction box. This will eliminate
water getting into the main feeders and
eliminate shorts. To simply buiy the wire
in the ground and run it into the projection
room, at the projection room wall, is
very l)ad procedure. The wiring of downlights
is to be given careful consideration
so that AC hum is not picked up by feeder
lines anywhere.
We have endeavored to cover some of
the important maintenance of lenses, projectors,
sound heads and amplifiers: now
let us talk briefly about screens and screen
surfaces. At least every two years any
under-the-sky screen should be refinished.
Our advice is to first obtain .some sample
paints, unless you have found one satisfactory,
and paint a large piece of cardboard
and at night compare it with your
present screen surface. We suggest you
secure several samples first before you decide.
Any theatre supply house or screen
manufacturer can supply a high quality
paint for drive-ins and It Is our advice,
in order to secure more light and better
picture definition, to buy a paint that has
been proven the best for outdoor use and
will stand up under severe weather condifor
at least two years or more. You
a finish that will give a good overall
light from the center to the extreme side.
very little fadeaway. Naturally, good
picture definition will depend upon the
quality of lenses used: llkewi.se. the brilliant,
white light will depend on sufficient
and a modern projection lamp.
We are very happy to note that picture
sizes for drive-ins have finally settled down
to standard widths and heights based on
capacity of the theatre. We favor some
of the following sizes: 36x60. 40x90. 45x105
and 61x144 feet. Frankly, when you have
a screen size around 120 feet, you will have
a screen area .sufficient for most large
drive-ins, and one that will give a satlsf;ictor>'
side view In most situations.
NEED POWERFUL LAMPS
In our recent scrle.s of articles on modem
high lnten.slty lumps, we covered the
subject of projection arcs suitable for drlve-
Ins. where It Is no Important to have adequate
equipment, and Indoor theatres using
wldescreens. If your lamps are not
powerful enough for your situation, then
we suggest you give very serious thought
to making a change to one of the new modern
high intensity arcs with rotating positive
carbon and 18-lnch reflector, using
the new BAIxold reflectors to keep down
the heat at the aperture. You will find It
pays to have sufficient light for black and
white prints, and to bring out all the beauty
In colored prmts. If your screen area Is
large, then the wise thing to do Is to Install
one of the late model lamps, and
check your DC power supply equipment for
sufficient capacity.
Generator set or rectifiers should be
cleaned, checked, all electrical cormections
tightened before being put back into operation.
If grease or oil lubricant is used
In the generator bearings, this lubricant
should generally be removed and a fresh
supply put in. The commutator and brushes
should be checked and new brushes
should be installed if they are worn over
half way down. Use a small hand bellows
and blow the dust out of the generator or
rectifiers, whichever type of E>C conversion
unit is used.
CARE OF WATER COOLED LAMPS
If the arc lamps are water-cooled, then
be sure to take apart the water line and
pump and thoroughly clean, likewise the
water jacket in the arc lamp. Thoroughly
clefin the tank and keep a plate glass cover
over it for protection against dust or dirt.
If any connections or copper tubing need
replacement, now is the time to do it, before
you reopen.
The projector motor should receive the
same maintenance as the other equipment.
Keep the motor clean and lubricated:
check the coupling to the soundhead
to see that the screws are tight,
properly aUgned, etc. This advice also applies
to the exhaust fan and motor rewind.
If it Is necessary to make any wire
splices, be sure to solder the connection
after twisting the wires tightly together in
a standard splice. Simply splicing two
wires together and not using solder should
not be considered a perfect or permanent
splice. Wires should be very clean when
twisted together. So. you will find it a
good idea, when checking over your electrical
equipment, to check the splices that
may be suspected of not being perfect.
VENTILATION OF BOOTH
Proper ventilation of the projection room
keeps down dust and makes a better place
for the projectionist to work. We have always
favored forced-air type of ventilation
for drlve-ln and Indoor theatres. For the
drive-ln projection room, a 16-lnch exhaust
fan, mounted outside of the projection
room, enclosed In a good weatherproof
box. pulling air through filter, same as your
air conditioning filters. Into the room, is
an ideal .setup. Of cour.se, the lamphouses
must be properly ventilated as per our
recommendation presented in this department
on arc lamp maintenance. This wlU
deliver a fresh flow of air, provided the
room has two or three outlets, near the
30 Th» MODERN THEATRE SECTION

cFiUns. covered with fine mMb wire. The
(an should be tivsUkUed near the cetlini:
because ihi5 is where all the heui accumu-
Utes. The (an can either blow in or putt
out the air. We think the (ormer is best
In concliLsion, we wiuu lo point up U»e
importance o( beuiK on your tiuard at uU
limes to strive to give the public the very
best In sound reproduction and projection
There is no reasonable excuse (or inferior
screen presentation and poor quality sound
with pre.sent-day fine arc lamps, carbons,
projectors, lezues. and greatly improved
sound systems.
MODIFICATION OF EQUIPMENT
Your situation may need only some
mmor improvements, such as a new set or
lamps or larver redector. new screen surface,
better quality projection lens; or. 1(
the sound is poor quality, some modidca-
Uon of the system wUl bring It up to par.
In some cases we have installed later-type
sound heads and re\-amped the amplifier
circuit: in other cases, a new pre-amplifler
and power amplifier were the answer,
or the sound head repaired. We improved
the projection by having the mechanisms
rebuilt and installing a better type of lens
to fit the situation.
A mismatch of speed of reflectors and
lenses can cause a loss of light which can
be avoided. May we ask you. what good is
•n P 1 7 lens with an P 2 reflector, or a
slow speed lens with a high speed reflector?
You must match these components
as nearly as possible, and then use an
aligning tool to secure proper optical
alignment. You will be surprised at the
Increase in light. Improper carbons, wrong
carbon combinations, wrong amperage and
voltage will cause a loss of Ught as much
as 30 to 25 per cent. With improper lamp
and projector alignment light loss can exceed
15 per cent.
REDUCING FOCUS TROUBLE
llan>' dnve-m theatres experience focus
trouble because of high amperage, poor
projection room ventilation. (>oor lampbouse
ventilation. This trouble has been
greatly reduced, m most cases, by keeping
dovn the temperature via forced air ventilation
and by adequate lamphouse
ventilation. The newly developed curved
ate and trap, plus the new BAL.-
cold reflector have reduced focus trouble,
and in many instances completely eliminated
it. However, high quality projection
lenses are a "must" for good picture
definition—do not depend on simply
rcducmg the heat to do the Job Leavrs
loo. must l)e cleaned more often in drlvrin*.
We. again, suggest the Installation of
•pedal porthole glass or a porthole bljwer
for the lens port to keep out the dust and
help obtain better picture definition.
Finally, for better projection, we strongly
recommend the "rtght" type of screen
finish and the surface should t>e refln-
Uhed at least every two years. No matter
how perfect your lens, lamp and reflector
may be. the screen surface plays a very important
part in obtaming the ultimate in
screen presentation.
BoxorncE February 3. 196a
safe * durable * easy to install
Unconditionally
Warranted
Build Good Will With o Ptoyground Moke It Available
For Daytime Birfhdoy Parties and Similar Events
SLIDES
Gome time flidei ore oil tteel
conttruction vith elegK tp«e

LAMP INCREASES LIGHT 51%
''Blown" Arc System Used in
New Projection Lamp
Increases Brightness by Constricting the Arc
W.HEN UKIVE-IN EXIIIBITURS ItttCnd
National Allicd's Diivc-ln Show. February
11-13. In Louisville. Ky.. ihey will see unveiled
what is characterized by the Strong
Electric Corp.. as "by fur the most powerful
projection arc lamp ever developed."
This new arc." according to Arthur J.
Hatch, president of Strong, "delivers such
a tremendous amount of light that what
has heretofore been the finest projection
of any gauge film by any process pales by
comparison of brilliance when this new
light source is installed. With a light output
much greater than that of any lamp
ever made, unbelievably better screen images
are now possible, not only in the projection
of 35mm film, but also Cinema-
The "blown" ore ol the new Strong lomp, seen
through the window on the iide of the lamphouse,
produces a light source ol three-dimensional shape
making possible a more ellective optical system.
Scope, and even when projected on the
largest screens in existence."
The new projection lamp will be known
as the Jetarc.
An increase in projected light volume of
51 per cent over any other lamp on the
market, when using the commonly available
fl.7/fl.8 lens. Is afforded with this
new arc when u.sed in the projection ot
any width film, by any of the various
processes, and with any size aperture. This
tremendous volume of light is not dependent
on the u.se of a lens faster than fl.7.
The lamp delivers 46.000 lumens wmn
piojecling small aperture 35mm pictures
'.825x.600i; 55.000 lumeiLs for Cinema-
Scope 35mm (.912x.715', 56,000 lumen.s
for MOM 65mm and Todd-AO 70mm. and
65.000 lumens for Fox Cinemascope 55mm
1 1.340x1.06).
A 100 per cent distribution of light can
be attained over the entire screen area.
A minimum in-focus distribution of 80
per cent is afforded when projecting
through a 35mm aperture with fl.7 lens.
TOTALLY DIFFERENT
SYSTEM
A totally different system of producing
light by carbon arc than that of present
commercial techniques was necessai-y to
attain these new high standards of screen
illumination. In the conventional manner
of burning carbons, the light projected to
the screen is picked up from the flat, disklike
face of the arc souixe by a single mirror.
The initial development of this new
system, known as the "blown" arc. was
made by Dr. Edgar Gretener A.G.. Zurich.
Switzerland, and Strong has obtained an
exclusive license to manufacture lamps using
this advanced carbon-burning technique
in the United States. The use of
this system not only resulted in an inherent
higher brightness, but also produced
a light source of such three-dimensional
shape that a much more effective
optical system could be utilized. The higher
brightness derives from the fact that brilliance
of an arc increases as it is constricted.
Constriction of the arc has been accomplished
by air jets arranged in concentric
circles around the positive carbon
and directed toward its burning end. The
air pressure at these jets is supplied by a
blower which is an integral part of the
lamp.
Due to the resulting cylindrical-shaped
light .source, the light pickup angle can
be increased to more than 260°. Since the
The photo at left shows the relative po
sition ol the positive and negative car
bans in the new "blown" arc projector
lamp, as the rear door is opened slightly
The arc is constricted to increase brightness
by concentric circles ol air jets
around the positive carbon, directed toward
its burning end A blower, which is
an integral part ol the lamp, supplies the
air pressure ot the lets The light source
produced makes possible a system ol
auxiliary optics which alone increase the
total lumens on the screen up to 15 per
cent

13S to HO iimptTcs ur 10mm rruular paiiilvrs
burned ut 110 to 135 umptTcs
The miiin mirror, iin UUciiriil purt o( the
n*r door, is of the cold kIiixi lyp*- niul l^
31 IHcJics m dlumelcr—Ihc Inruesl rrflfcim
evrr put into rcKulikr pniduction (or niouon
picture projection. It ha.s a (ocul
length of 6''4 Inches und u workiiiK distance
of 43 inches. All (Um sizes. 35mm
to 70mm. und itny new intermediate width,
which mltiht com-eivably be introduced in
the future, cun be projected without uny
chanKe of reflectors.
The spot size at the aperture Is chuiiKed
from the smallest, as used with standard
S&mm projection, to the larttest. as for
TOnun or Fbx Cinemascope, by simply
shifting the position of the main reflector
by means of a convenient control. Since
all focusing is accomplished by positioning
of the mirror, the position of the burner
need never be changed.
COOL IN
OPERATION
The lamphoiLse and reflector are completely'
air conditioned. Aperture heat generated
by the projection beam Is no greater
than when burning an 8mm copper coated
trim at 70 amperes without a heat filter.
All the direct products of combustion, soot
and smoke ore withdrawn by a 100 CFM
suction blower which completely chanKe.s
the air in tlie lamphouse every six seconds.
The lamp is exceptionally cool In operation
due to Its size and the fact that direct
radiation from the arc to the lamphouse is
practically nil because of the arc being almost
completely surrounded by reflectors.
The auxiliary mirror, and positive and
negative carbon heads are water cooled.
A water flow and air flow switch controls
an interlock to a contactor so as to
prevent energizing of the arc except when
these cooling agents are operating.
In addition to the regular, manual negative
feed, which can be used for stroking
the arc. there Is a separate manual control
which In one easy motion gives much
quicker and more positive strokinR. At
the same time, it automatically positions
the arc for the proper gap length of onehalf
inch.
POWER ADJUSTMENT CONTROL
Now for the first time, rectifiers can be
located at any distance from the projection
lamp and the power adjusted by chanKini;
a control mounted on the instrument p.un'i
of the lamp The new 220 volt. three-i)ii;i-i
selenium rectifier, designed by Strons especially
for operation with the blown urr
has a saturable reactor-type tranaformet
which makes this possible. Heal Kenerate|)c.ikcr% with drop
outer cone arc the answer to famous Dub'IConc
^uund at an aiiia/ingl\ low price. Plenty of other
features, too —
plug-in terminals permit simplified
|K>st scrsicing — two strews to loosen, repair or
replace without special tools — nti soldering, no
glue, and in a matter of seconds. Diccasi aluminum
case with reinforced speaker grill. Available
with optional aluminum screen guard.
NewEH
Series
Single Cone Speakers
with new 1.47 oz.
Fixed Magnet
Here's economy overflowing with iju.ilitv at the
lowest price eser for so much. Moused in die-cast
aluminum case. Speaker grill is hcavih reinforced.
Calibrated air chamber results in fiJclilv of range.
Response exceeds that of man\ more expensive
speakers. Plug-in connectors for simplifiea servicing
— done in a matter of seconds.
"F" Series Single Cone
Same fine speaker with all the features of the "O"
Series except that it has an .8 oz. magnet. This is
the last word in economy and good sound.
Get Complete Drive-ln Equipment from Ballantyne
"A", "Q" and "E" Series Speakers
All ha\e the new- pcrmanenth fixed magnet. "A" and "Q"
Series are famous, full-sized Dub'l-(!ones — the last word
in sound and durability. "K" Series is a single cone in a
full-size case.
Amplification
for any Siie Theatre
.NIX, RX and KX systems.
Designed and engineered
cxclusisely for drive-ins.
Not an adaptation. Plenty
of surplus power for ample
solumc a lot longer.
'^f^j//j/;/yy|^C
1712 Jockson Si.
euipauij.
Omoho 7 , Nebratka
Projectors
Projector Bases
Rectifiers
Generators
Arc Lamps
Soundheads
BoxorncE February 3. igM 33

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ORMANCE
far
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strength and
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a\
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Save expensive digging and
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littraturc
M. T. ABBEY CHEMICAL CO.
Chojo.
The Low Cost
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DRIVE-IN
SPEAKER
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Aluminum Box Voice Colli
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3" • 4" 5" SI. 10 per Speaker
EVANS RECONING SERVICE
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IIL
tOTTOI Of nc Tv»t
ILtV H I
DRIVE-IN RAMP PLANNING
Ramp 10:
35.5
12.6 peak grade
23.0 .< 15
= 0.7 12.5
525
Ramp 11:
35.5
-12.6
22.9 A 15
FIGURE IX
and the
the old*
difference between the new and
Continued Uom page 22 Ramp 11 = 13.2 1 12.6+0.6). 12 = 13.5 1 12.8+
0.7i. 13 = 13.9 '13.1-0.8>. 14 = 14.4 13.5 +
1
0.7 ^11.8 valley
grade
12.6 - 0.6 = 12.0
565
Continuing, we find the valley grade for
the remaining ramps to be:
Ramp 12 = 12.2. 13 = 12.6, 14 = 13.0, 15 = 13.6.
16 = 14.2, 17=14.9, 18 = 15.8. 19=16.6.
20 = 17.5.
Having established all of om- center line
grades, we have the basis for grading the
rest of the field simply by using the predetermined
pitch from the center line of
0.4'
100 feet.
There remains one other point to check,
and that is to determine the clearance behind
the refreshment building.
The back wall of the building is midway
between Ramps 12 and 13. The valley
t;rade
at this point has been established at
12.2. A.ssume that the height of the building
at the rear to be 7'-9", and the building
is flat. p, 1 15 = 15^
111, 17=16.4
14.0- 1.0
.
16=15.7
18=17.2 14.6+
a6.1 +
1.1',
19=18J 116.9 + 1.21. 20=19J (17.8+
0.9 1
.
1.31.
Averaging these figures out shows that
i
a rise lor an error six inches in Flamp
10 would mean an average addition of one
foot of material over the entire area of
the field from Ramp 10 on. In the small
theatre we have shown here this would
mean that approximately 9,000 extra yards
of material would be required. Even using
a low figure of 50 cents a yard for material
in place, the additional cost to the
theatre would be $4,500.
I hope the foregoing will serve a useful
purpose to owners and designers of theatres.
I have personally found it to be a
very practical and useful tool. After one
becomes familiar with the procedure, I am
sure that it will be found to be much faster
and certainly much more accurate than
any known method.
It might be interesting to apply this to
a theatre grading plan that you now have.
I think the variation and the savings will
surprise you.
THERMOLATOR
INKAR HEATERS
Moke Your
Cash Registers
JiiMd U
ith
WINTER
PROFITS!
400 Of '-0 V. of
Forccd-Aif Hiotcfi
— Custom mode
or Your Thcotr*
—330, 308 or 115
Volts.
THERMOLATOR
INKAR HEATERS
AND WIRING CAN BE
LEASED.
Now You Too, Con Stay Open All
Ycor For Bigger Profits!
THERMOLATOR
Write, Wirt or Coll
CORPORATION
1628 V.ctoi> Bl.d GUndole. Colif.
f
34 Th» MODERN THEATRE SECTION

J If
AOOtO INCOME OPrOKTUNITIlS FOK PIOOESSIVE tXHIIITOftS MewM^
SERVES 2,000 PATRONS IN IS MINUTES
Speedy Service Is Credited
To Wagon-Wheel Layout
And 20 Efficient Employes
By
DOROTHY SHENSA MILLER
9^0 ErricirNT is the wagon-wheel
design of the concessions layout at the
3.500-car Newark 'N. J.' Drive-In Theatre.
3.000 persons can t)e served every 15 minutes'
The one-stoo' refreshment building is
located in the center of the field about 80
feet behind the projection booth. It covers
about 7.500 square feet of space and the
Interior is layed out like a giant wheel.
The hub. or center of the wheel, is the op)en
kitchen and working area: with eight identical
food hnes. like spokes, spreading out
from the center section. The service Is
cafeteria style, with a separate cashier
serving each line. This arrangement Is
efficient and speedy and is easily adapted
to handle small or large crowds of people
The number of lines In operation is determined
by the "house." It takes all eight
Checkout itationi at the end of the c/g/i( identical load linet in the busy Newark Diire tn concciitons
itond are attended by competent cathien who 9i*e speedy and prompt seryict
lines working, to handle the 2.000 patrons
in
15 minutes.
In evaluating the success of a drlve-ln
theatre, consideration of the food operation
shares top billing with the movies.
Continued on foilowing pog*
S«nin9 oi mony si 5.000 Kt^ drmki on a tingle
mighl, the Newark lovnd it drtlicult to keep drinkt
•t the fghl temperature To tolte the problem a
meooling ttoroge room 'Oi provided with a ipecmlhf
conttructed 2iO gallon water tloroge tank
It rt pretooled b*lore going to the miting ro/** oW
ditp»»ung /owotoim
Intuiated mobile laur\dry cortt are lilted by employtt
with SO poundi at flaked ice Irom large ice
mechirtei and then rolled into potition near the
drink ditpenung machines in order to keep up
with tl>« hfOTii demand lor iced beyerage\ Approti
Htotelf a doien ol time tee coddiet ore no* •«
Mrrict a1 tke Ifctvir*
Corxetiiont attendants are assured o' a constant
and readily replaced supply ol >ce with the mobile
>cr caddy at each beverage station The irygertiout
solutions to the problems presented by such a heorj
petronoge ei iced dnnks are credited to Idword
Kedstene, general manoger ol the cirrurti drrr^-ms,
orsd k

SERVES 2.000 IN 15 MINUTES
Continued from preceding page
and allhouKh caU^rlng to a captive audience,
merchandising, fast service, variety
and quality food at competitive prices arc
a must, tlie management of this tlu-alrc
believes.
The Newark is located on Route 1 at the
entrance to the Pulaski Skyway leading to
New York City, and is advertised as the
world's largest single screen drive-In theatre.
Physically, the Uieatre has the latest
and most modern equipment. It is owned
and operated by Redstone Drive-In Theatres
of Boston. Mass.^-one of 19 such en-
The Newark was built
and equipped at a
cost in excess of a miUlon dollars.
terprises.
Manuel Lima, district manager of the
drive-ln says; "Tlie concessions Is a most
important part of our business and we
watch anything and everything that can
possibly improve any phase of this operation."
ONLY STILL WATER DRINKS
No carbonated drinks are served at this
concessions, but two flavors of a still drink
—grape and orange—are dispensed, and it
is not unusual to serve 5.000 iced drinks on
a single night.
When the concessions was first installed,
it was found that drinks were served in
such great numbers and so rapidly that
the cooling system normally set up in conjunction
with the mixing and dispensing
valves was not adequate to keep the beverage
at the correct temperature. This
problem was unique, in that fountain men
had never run into a situation of this kind
and weren't prepared to come up with an
answer.
Edward Redstone together with the
servicing people finally solved this trouble
by Installing a 250-gallon water storage
.
'
I
roasted in buttered roll t V
ICE IN ALL DRINKS
ice caddy into place in a matter of seconds.
Asked about customer reaction to still
drinks. Lima said. "Occasionally we have
someone ask for a carbonated drink, but
have never had any real objection to our
fruit beverages. Generally, most people react
favorably to the taste and difference.
Three sizes are available—a seven-ounce
drink for ten cents, a 14-ounce for 20 cents
and a 20-ounce for 30 cents.
Every evening at each intermission
there are two every night> a three or
four-minute spiel, dehvered over the p.a.
system, together with animated cartoons
flashed on the screen, paint mouth waterinn
pictures of food being .served at the
conce.ssions. Patrons drool when they hear
about golden brown Pi-ench fries and tusicihnll
"Steamrollers" (selected turkey meat
iPPWilMlliiF
\
> ^- >
The refreshment service building ot the Newark is separate from the projection building, giving ample
space tor serving capacity crowds in minimum time. The attractive patio is lor patrons preferring comforts
of individual deck chairs Tables ore also provided for those wishing to eat while watching a movie
tank in a separate walk-in cooler.

Our own branch office
in your area gives you
fast, dependable
7*^ 'J
?\ tit
LOCAL SERVICE
FOR A MORE
PROFITABLE
PIZZA BUSINESS
•^-
4
-r.
CRisp-i
S--:
lS>
— \^
J'
^ P/ZZA
Pizza stand operators across the U.S.A. are switching to "ORIGINAL CRISPY" because of this new
service set-up. They're sure of record sales . . . fast rehable service . . . more profits!
And if you're not yet selling Pizza .
. . we'll show you how you con
add a Pizza Parlor at a FABULOUSLY LOW COST.
Original Crispy Pizza will sell you all the necessary materials at low. low direct -from -factory prices
... to set up your own Pizza Parlor . . . with record profits!
H£f?f'S VJHfKl YOU GET!
1 — Loco! Dependable Service wifh Company Branch Office
2 — All Pizza Supplies 3 — Electric or Gas Ovens
4 — Greater Profit Structure 5 — Direct Factory Outlet
6 — Quality Controlled Merchandise k
ORIGINAL CRISPY PIZZA will work out s good business
deal for youl Send this money-making coupon
today for tiie chance of a lifetime to receive your
share of this tremendous market
Origiruil Critpy Piua Cnut Ca, Inc.
1J9J Blonddl Av«.
New York 61, N. Y.
Dear Sir:
Namr
A.Mrr.,
Kirm
City
DR-2
Plc«»c »cnd mr full informal ion oo this trrmmdou»
Oncinal Cnipy "PIZZA BUSI NESS" Deal.
Sutc.
ORIGIISAl CRISPY P\UA CRUSI CO.. INC.. 1333 Blondtil A>c .N.T C
f
BOXOmCE Frbruary 3. 1968
37

SERVES 2.000 IN 15 MINUTES
Continued from page 36
patron ni'od fear mLssinK any of ihp feature.
Intermissions arc timed from Ifi
to 30 minutes, depending on the numbers
of p>eople to be .served.
VARIETY IN
MENU
The menu list at the Newark includes
hot dogs, hamburgers, pizza. French fries,
shrimp roll, meat ball sandwich, ice cream,
jrape and orantje soft drinks, coffee. Dutcli
Treete chocolate, hot chocolate and assorted
candy. The meatball sandwich was
added in 1957 and has become a vei-y popular
item.
Hamburgers and hot dogs are still the
most popular In the sandwich line. Both
are prefabbed and kept in thermostatically
heated, glass-covered serving counters for
help-yourseU service. The hamburgers are
treated a little differently in preparation
than the average burger. After grilling
they are kept hot in a barbecue sauce before
being placed into the individually
packed thermos bags.
We have found that in addition to the
delicious flavor, this method keeps the
burger hot longer and makes the meat
more succulent. ' Lima said.
Each line is identically equipped with
fountain and thermostatic serving coun-
Tbe spacious Newark Dnve-in, located on 20 acres of ground, is one of the world's largest single screen
drive-ins. It has a 2,500-car capacity, and is open the year-around, enjoying excellent winter patronage.
ters. Two kinds of heat are used in these
counters; dry. for the French fries, popcorn,
shrimp, etc.; and wet, for the hot
dogs, hamburgers, turkey rolls, etc.
Pizza, another big seller, is made fresh in
plain view of all customers. A five-drawer
oven keeps the ei^lit .serving lines well supplied.
The medium-sized, freshly baked
pizza pie is GO cents.
USE MOBILE INCINERATORS
All food is served in disposable paper
containers, and specially designed, cardboard
setup trays are supplied free to all
customers. Refuse is picked up during the
day by employes with mobile incinerators
that immediately burn up trash strewn
over the area the night before.
This tremendous enterprise, equivalent
to six miles of highway, is open seven
nights a week, 365 days of the year, and is
completely set up to do a volume business
in a matter of minutes.
The theatre is managed by William Westreich.
and enjoys excellent patronage in
the winter months.
FAMOUS
MAKER..
MOVER..:
Here's a top profit combination for you, , . . the famous
Heide trade-mark plus the taste appeal of all-ways popular
Jujyfruits, Now backed by increased television advertising
and continuing national magazine ads, Jujyfruits
belong on the counter of every outlet you service. Push
them for all they're worth . . . they're worth plenty to you!
HENRY HEIDE,
INCORPORATED
New York 13, New York
As nationallv attit-rtisrd in
Look
WIF.HICWCIHI
Boys Life
38 The MODERN THEATRE SECnON

^
NEHI
syrups
in your
fountain
. . , and watch sales grow!
Fountain owners who sell Nehi .syruiw nRrec thnt
they're tops in |iopularity . . . tojw in sales. And
they'll Rindly tell you why they think Ni-hi w their
btwt "buy." Here's why they rvcomnu;nd the Nehi
line!
Royal Crown Cola and popular Nehi flavors
from one source Vuu ..in > ut liuwii |>,nicr work,
be nasurcd of li-w trouble and .nave time when you
order from one bottler who can supply you with
everything.
To«wM/d.,a/.o«Kow
Nuhi can Mp yov, fee your
local N,hi bonier Of writ*:
A thoroughly tested end approved line of dispensers—
Nehi duMiierL-tera are not only modem but
thorouRhly dejiendablc. Should you ever nocd 8er\'-
icc— you Ret it fasil What's more, you deal with
only one supplier.
Convenient, focal, all-around service Your
liKMil Nfhi Uutlcr Ui a nciRhlxir of yours. Me can be
counted on to deliver what you need when you need
it. to kr>«'p your equipment in the l)c»t of condition
at all tiliiOR.
NEHI CORPORATION
COLUMBUS. GEORGIA
n
BOXOmCE Pctouary 3. 1S68
II

"
A GAY WAGON WHEELS IN
THE CANDY PROFITS
To Catch the Full Flow of Kids
At the Intermission Break, This
Supplementary Stand Does the
Job
A candy waRon that took In $100 a day
in nickel, dime and quarter candy sales
many times during the engagement of Walt
Disney's "Perri" at the Aladdin Theatre.
Denver, was the creation of VirRil M.
"Andy" Anderson. Anderson Sales Co.:
Ralph Bat.schelet. concessions manager for
the FV)X Theatres, and Fred Hufsmith.
manager of the Aladdin.
The trio saw the need for a way to provide
for young candy customers early in
the picture's run. when the 20-foot concessions
counter was so crowded at intermission
by customers demanding popcorn
and other items that children wanting
only candy bars could not get
service. The idea of an attractively styled
candy wagon appealed to Anderson, Batschelet
and Huf.smith as the most practical
answer, since the wagon could be wheeled
quietly anywhere in the theatre to escape
the concessions counter jam.
The candy wagon was built at a cost
$125 and stocked mainly with Reese Peanut
Butter Cups, Starks' Candy Wafer RoII.s
and Candy Cigarets and Clark Bars from
Anderson's company. The wagon also
stocked a popular toy Perri squirrel.
The candy wagon grossed several hun-
Thf \malltr childrtn among "Perri" loiM espetially
opp*c

The Story of Chocolate
Is Retold in Film
Aimed at
Children
Tlif Clunolatf Tree, " ii 16mm film to
stimulate Interest In chocolate pnxlwcts
available at most theatre concessions, l. i
be*n released by the Nestle Co.. Inc. Iti .i
charming story (or school and television
showing, the picture tells of the ambition
of a kindly. middle-aRcd candy shop proprietor
to Krow a chocolate tree on whli-h
he could display Rlltterlnc confections in
his quaint little shop. As the proprietor
rtlates his boyhood aspirations to a fascinated
boy customer, the story Hashes baclt
to the days when Hernando Cortez discovered
cocoa beans In South America and
took them back to Spain.
A cast of professional actors develops
the story of chocolate's rise to current
popularity with scenes in a chocolate hou.sc
In Restoration England, scenes on Bralillan
cocoa plantations and scenes at
Nestle's plant In Fulton, N. Y., where the
company's many cocoas, bars and other
products are made. The picture closes at
the candy store, where the chocolate tree
of the proprietor's youthful dreams becomes
a reality.
Ptor school use, the film can become the
iMsis for themes and class discussions in
A icene horn "Tht Chotololc Tie*," o> the propriXor ipins hit lolt
Modern Talk-
history, geography and agriculture as related
to cocoa bean culture.
inK Picture Service Is making arrangcments
for use of the film In schools and
on television.
The film was produced by the United
States Productions, Michael Ncbbia directing
and photographing the South
American sequences. Rene Bras directed
the scenes shot at the Pulton Chocolate
Works and Prank Telford the studio
scenes.
WITH THE
Give ice crcjm quahty . . . make 7c on
I Or «jlc5. (..i\h in on ihe demand for
dehciou5 sufi-terved cuncs, shakes.
Ser»c a lOt tone in 2 seci>nd5 . . .
your food COM le\t than \c. Serve a
25f shake in S seconds . . . yaxir fi>od
cos( t>nl> ftc. Win new fans, make big
profics with a ci>mpaci -Sweden freezer.
Easily run hy untrained help.
wmmimHnunnm-m
miKn fttsf MdHn otMc
•«rt«i(IMIi>i«n H'turtKI
kt mi -trot ' laiinsi. Camctwmmnt
«• U>, ' «i«i irM it'
(v ^" •>
1R,at

p
jr\ ORANGE n
CSD1]Q8UQ
^'\y^'
-^—
r
JO 1^!
\l
MODEL 2300 King' DISPENSER AND SYRUP
Regular Price of Dispenser ^379.00
Regular Value of 24 Gallons of Syrup 56.40
Total Value M35.40
SPECIAL OFFER PRICE . . . ^299.00
YOU SAVE . . '136.40
The 24 gallons of Orange-CRUSH Syrup
at 10

'
null ITS
Iriiiii
?oM>m
By
q;'
PHYLLIS HAEGER-
Thrcf or four tlmrs a year, the Alr-Vuc
Tlu-ttirf In Ooldsboro. North Carolina,
plays tiie "Popcorn Oamt." Durlns a recent
evrnlnK. the gamr resulted In the sale
of more than 1.200 boxes of popcorn!
J. S. Howard Jr. of that theatre says that
they pluK the "Popcorn Game" on the
screen for a week ahead. announclnR that
(350 In caali and prizes will be Riven away
In
1.000 boxes of popcorn.
Here's what goes into the boxes:
• Each box has a small envelope with a
penny enclosed:
• In addition to the penny, some boxes
include
free passes:
• About 10 or 15 additional boxes also
Include SI
bills:
• Between 40 and 50 cards worth $1 each
at the snack bar are placed In other
boxes:
• Several dimes and quarters are Included
here and there, plu.s u sllvrr itollar
which la marked and i.s worth S& u, the
patron who seta It;
• s

fered a set of photos of the local hockey
team to the child who had the most plastic
hockey players collected by Decemt>er
21.
The hockey player promotion was advertised
by one-sheets and display easeLs in
the lobbies or foyers of the theatres and
display material on the concessions backbars.
In many ca.ses. mounted photos of
the local hockey teams were used as pan
of the displays.
Further, many of the theatres invited
the local hockey teams to be present at
matinees to visit with the children and tn
autograph photos, a surefire attraction
which also won considerable newspaper
publicity. 'Two of the individual promotions
will be explained at the close of this
general story.*
Not only did the boys and girls go alter
the plastic hockey players, but the adults
requested them for their children.
Bockbar of the concessions in the Orpheum Theatre, Soult Ste. Marie, was largely given over to the popcorn
promotion, featuring the free plastic hockey players with each purchase of popcorn At the right
IS an easel bearing autographed pictures of the members of the Detroit Red Wings hockey team The Red
Wings hate a form team in Soult S(e Marie, and Mrs Olgo Frenette of the theatre mode her tieup
with the public relations director of the team, whom she knows personally.
GIMMICKS SELL POPCORN!
Gift of Tiny, Plastic Hockey Players With Purchase
Increases Gross Sales In
V IMMICKS WILL definitely increase
the sales of pwpcorn. This has been demonstrated
many times. Just recently. Theatre
Confections. Ltd.. of Canada has
pro%'ed it aRain nith a unique promotion
designed to appeal to hockey-loving Canadians:
but which may just as easily be
converted to appeal to lovers of American
sports, such as baseball, football and
basketball.
TJie gimmick is the pre.sentation of a
miniature plastic hockey player with each
ten-cent box of popcorn, three with each
25 -cent box. Briefly, to be described in
more detail, children .save players to complete
teams which they present for special
prizes.
Famous Players Theatres
a prize. Naturally, the more elaborately
they set them up. such as placing them on
an ice iglfissi surface, on a score board,
or such, the better chance they stand to
win.
There are no set prizes, as the managers
in most situations have promoted them
from the local merchants. They consist of
a variety of items, such as hockey sticks,
pucks, skates. 8x10 glossy prints of the
players of the local hockey team, and in
a number of situations, tickets to the
hockey games.
As a grand prize, some of the theatres of-
MUCH TRADING INTEREST
There was a great deal of trading interest
among the children with regards to
the different players and colors, so that
they could complete their teams.
"We had one situation," says Jack F^tzgibbons
jr.. "where a sharp httle youngster
went Into business by having his parents
and friends turn over the hockey players to
him. which he in turn sold for five cents
each!"
To give an idea of how popular the stimt
has been. Theatre Confections ordered
200.000 players for the promotion, and by
mid-December was out of stock in the
warehouse. Exact count on hand in theatres
was not known, but It appeared all
200.000 would be gone sometime in January.
The players are wrapped in cellophane
and cost 1.7 cents each, but the increase in
popcorn sales was substantial enough to
offset the cost.
The plastic players could be put in the
popcorn boxes, but it was found much
more effective to make a presentation of
them with the purcha.se.
At the Capitol Theatre. Welland. Ontario,
Manager Les Mitchell arranged witli
Continued on page 46
INCREASED GROSS
SALES
The promotion went into effect
the latter
part of October and before the end of
the year produced an increase In gro.s.s
.sales of from .05 cents to 1.6 cents return
per person. The plastic hockey player promotion
Is In 80 theatres in Ontario, houses
wlicre llicri- api>eared to be a falloff In
gross confections sales becau.sc of a decrease
In attendance. It Is not planned for
all Famous Players house.

How tliey serve
5000 ICED BEVERAGES
per night
iC©TSIf^^[M ICE MACHINES run 12 hours a day,
all year long! produce 'Perfect ' ice !
Newark Drive-In, Newark, N. J.—The daytime scene
above is quiet, but by show time there'll be as many as
2,400 cars! Food Concession business is fast and demanding,
and the Newark will serve up to 5.000 iced beverages
per night! With this volume, according to manager Manuel
Lima, the ice machines are vitally important major appliances
. . . and they're Scotsman!
Two dependable Scotsman Super Flakers produce
crushed ice of perfect size and consistency for rapid beverage
service. A storage bin is used, and they fill portable
carts direct from the bin.
A cart stands at each beverage
station, supplying Scotsman ice for the beverage containers.
When empty, the cart is wheeled away and replaced
by a filled one.
The manager states that his Scotsman Ice Machines are
operated 12 hours a day, 365 days a year! That's the kind
of dependability you can count on when your ice supply
goes Scotsman!
Select from a broad line of 8 cube making machines and
24 crushed ice models. Scotsman has a type and capacity
for everv ice need!
hard b

GIMMICKS SELL POPCORN
Continued ito:n ^jjgr i-l
the local hocki-y team to have Its star
players appear lii the theatre lobby on a
Saturday. On Friday, the new.spaper pub-
four members of the
bantam team in
Brontford,
Ontario,
attended the mati
nee or the Capitol
Theatre there, and
plugged the give
away to each child
as he entered. The
newspaper published
a photo of the boys
token at the theatre
and gave it a tour
column spread which
'^^
riha\ ^«u»'
^ LOArif OF fl \
(
got the promotion off
to o flying start. r^^4..
Thii lobby diiplay in the Capitol Theatre, St.
Thotnoi, features the eoiel sign announcing the free
miniature players with popcorn purchases, and
shows fwo teams of miniature players in action on
o field of ice (glass). Manager is J. Ellwood.
lished the stars' pictures with a story on
the spiorts paye telling the kids to clip the
pictures and take them to the Capitol on
Saturday to have them autographed.
During the autographing, the players
gave out occasional plastic players, and
the theatre concessions gave them out with
popcorn. One of the players even handed
out the popcorn for awhile.
A sign in the boxoffice had announced
this event to the kids, and there was another
sign at the concessions stand advising
of the hockey players being free with
the popcorn, and letting it be known that
for the first five kids to bring in a complete
team of hockey players there would
be a pair of tickets to see a home game of
the Welland team. The.se tickets Mitchell
promoted from the team management.
With the excellent newspaper break, the
Capitol enjoyed a big attendance and gooa
popcorn sales.
In Brantford, Ontario. Bill Burke, manager
of the Capitol, had four members of
a local bantam team attend his last Elmer
show. They stood in the lobby and plugged
the giveaway to each child as he entered.
The children couldn't miss them in their
uniforms, and the boys did a good job.
They also appeared on the stage with Burke
to give away Elmer prizes, and Burke
plugged the plastic players from the stage
also.
According to Burke, the newspaper took
a photo of the boys with the plastic figurines
and ran a "terrific four-column spread,
even mentioning the spon.sor of the team
and popcorn. Kids are very interested and
I feel that I got the Brantford promotion
away to a flying start."
DRINK
leader in its field!
ADCO
Just as certain makes of cars arc first choices of successful
people, so also the Aoco Drink Dispenser is an overwhelming
favorite with successful individuals in the food and beverage
Q (?
field.
Possibly the preference of men of discrimination for Adco
Dispensers may be traced to the fact that such men arc thinking
first
and foremost of maximum sales. And they know that
Aixro. in addition lo its mechanical perfection, is always selling.
lis handsome appearance and animated beverage display, consistently
compels your customers to stop . . . look . . . and buy.
Would you like this silent salesman to go lo work for you?
Would you like to know more about his qualifications?
Write for full information
A. DALKIN COMPANY • 3232 N. Kilpatrick Ave. • Chicago 41, Illinois
a division of AMERICAN MACHINE & FOUNDRY COMPANY
ADCO
46 Th» MODERN THEATRE SECTION

:
,' Mia
^
^
P
ITD
TORONTO
AN EXHIBITORS WIFE URGES
CHECK, TASTE AND TEST
And Do It
Yourself, Says Mrs. John W. Gardner,
If You Want An Efficient Concessions Operation
WoNSTAKT CHECKING is Dccessary to
retain and build patronaRe at a drlve-ln
theatre, according to Mrs. John W. Gardner,
associated with her husband in the
operation of the Turnpike Drive-In at
Wcstmcre. near Albany. N. Y. While her
normal post Is at the cashiers window.
Serve beverages in
the grand manner
Mi-s. Gardner ranges over other areas. Including
the concessions stand. Her husband,
son of a pioneer Albany exhibitor, a
skilled projectionist ihe learned booth work
as a boy), a former indoor theatre owner,
and builder of the first automobller in the
State of Vermont, does likewise.
iVi
AND DO IT AT A FRACTION
OF YOUR PRESENT COSTS
III the nation's tamous eating pLiccs and
cocktail lounges ... in luxury liners on the
high seas ... at major league ballparks,
drive-in restaurants and theatres, neighborhood
taverns and corner drugstores, in hospitals,
clubs, other institutions large and
small
are dispensed
. . wherever
. . there
soft drinks
you will
or mixers
tind SODA-
.
.
MASTER, product of the world's largest manufacturer of multi-tiavor beverage
dispensing equipment. There is no more modern, refreshing, sanitary method.
SODAMASTER S leading popularity results both from this preferred manner
of serving AND the fact that no other mcthcKl is so economical. Costs of club
soda and flavors arc cut to a fraction. Protits multiply.
CHECK THESE SPECIFIC ADVANTAGES
• Ihe id«n)icol beveroget oblointd (torn bolllfl - with tarbonalion oquol or
higher.
• At much at 65'. tovingt on bollled flovort. 96°. tovingt on club todo
• Choice of modelt 10 terve 2, 3 or 4 high cotbonoled novori plut jel and normol
toda ilfeam, or con be intlolled lo terve tlill dnnkt at well ot corbonoted,
including ploin driniiing water.
• Vatiely of flavott. intlantaneoutly, al the finger lipt
• Unmolched tervice tpeed. avoiding dittalitfaclion ond 'walliouH" of ruth
periodt
• Eliminolion of cotliy. troubletome, lime-contuming bollle handling
• Uniform coldnett ond perfect proporlioni of bevtroget, aulomatically
SEir-CONTAINID SOD*MA$IIR MODtlS INClUDt REfRICERATING SYSItM.
CABBONAIOR Sr«UP TANKS AUTOMATIC CONTROLS, EVERYTHING IN A
SINOll CABINET SODAMASTER REMOTE MODELS MAY BE INSTAltED IN SEPA.
RATE ROOM OR BASEMENT WITH ONIY THE FAUCETS IN THE SERVICE AREA
MAIL THIS COUf>ON TODAY
Ri«Ot* t«nd m« full fotit on tit* ^odomotlr'
Mon.lor 'oucel 100 gollon perhou.
Supercharger cort>onofort
firm
Addrett
^_^^_^_^_^^^^-^._^^^—
,.^^^^.^^^^^^.—
"Do It yourself: don't depend on others
to check,
"
IS Mrs. Gardners motto. She
makes it a point, for instance, to visit the
Turnpike's cafeteria-type concessions setup
nluhtly, al the close of boxofflce business;
tests a vai-lety of food items sold.
Recently. Mrs. Gardner found that the
coffee tasted weak one evenlnu and notified
her husband, a crack mechanic. He checked
the coffee machine, discovered it was not
functioning properly and corrected the
trouble promptly. Mrs. Gardner tastes and
samples everything, at one time or another.
Incidentally, she reports that Mrs. H. E.
Lewis, stand director for Trl-State Automatic
Candy Corp.. "keeps everything spotless."
Mrs. Lewis has been at the pinesbackgrounded
Turnpike for three years.
Gardner likewise tastes foods and drinks;
checks all mechanical aspects of the automobller.
too. The important thing is to
detect flaws, even minor ones, before patrons
complain, if this be at all possible,
Mrs. Gardner believes. "Otherwise, you may
lose their business," she explains— because
they may register no complaint. Children
are not averse to •speaking up," the
woman exhibitor reports.
Mrs. Gardner listens closely to all comments—at
the ticket booth and at the concessions
stand. "I do not identify myself to
the customers, as the owner's wife." she
stated. "I think it important that the management
have 'an ear to the ground' at all
times." Mrs. Gardner added. "You learn
things of advantage to the drlve-ln, if you
listen. Of course, there are a few people
who seem to be chronic complainers. You
can hardly hope to satisfy them."
Mrs. Gardner observed that her husband
"listens, all the time." too.
"Holding over" prepared hot dogs is unwise.
It Is never done at the Turnpike.
Mrs. Gardner emphasized. The customercount,
given to the stand manager before
"break time" is usually a very accurate Indicator
of the business to be done, she observed.
"If we have a few 'dogs' left over." Mrs.
Gardner said, "we throw them away. We
do not keep them. Serving holdover food
is the way to get in trouble with pa-
Continued on page SO
RAISED
check averages
'increased gross profits...'^
with JAMES RIVER
SMITHFIELD
Pork • Beef
• Turkey
FLAVOR simmered
in Genuine
SMITHFIELD
HAM STOCK
BARBEQUES
JAMES^
RIVER
W.ti Cooti Rlor.1 1405i J Moiquordl A.. . O Boi M3 Ner»elfc. Colil
IN CANADA OCNtRAl EQUIPMENT CORP ONT
. ,
48
Th« MODERN THEATRE SECTION

For new efficiency ..
new speedy service., .new profits...
MODERNIZE
with TOASTMASTER GRISWOLD
famous custom-design
counter line
»«^..J^
"ADD-ON" versatility
with "PERFECT-PROFILE" styling!
They match perfectly
Add appliances as you need them!
need only 17 "
of counter depth!
FRY KETTLE: Big capacity combined
(A)
with economy — browns 111 lbs. of french
fries (raw weight) per hour with only 13 lbs.
of fat. "All-Over" heating. Exclusive 30-
minute bell timer.
(B) and (D) GRIDDLES: No cold or hot
spots — enclosed tubular heating elements are
arranged to provide even heat over the entire
grid. 30' griddle makes up to 440 hamburgers
an hour: is really 2 griddles in one, with a
thermostat for each half. 18' griddle makes
up to 240 hamburgers an hour.
FOOD WARMER: Can be used wet or
(C)
dry. Maximum versatility; portable; no
water, steam or drain connections. Adaptable
to any combination of restaurant pans.
One-piece cast-aluminum heat well seal.s
spillage and water away from heating units.
(E) HOT PLATES: Singl(^unit model ha.s
an 8' heating clrmi'nt controlled by the revolutionary
Robort.shaw "Thermal Eye" to
bring food to cooking temperature - and hold
it there. Two-unit model has two G' heating
elements controlled by an infinite heat .switch.
Keeps cooked foods oven-fresh for hours!
the TOASTMASTER HOT-FOOD SERVER
Kver>' minute counts when the crowd descends on you at
intermission! Don't risk losing profitable food sales durinK
those peak load periods. With a Toastmaster Hot-F'ood
Server, you can cook ahead and serve deliciously hot sandwiches
and meals hours later. The Hot-Food Server empio>-s
a scientific system of six-sided warm air circulation and
adjustable humidity controls for each drawer. These features
— plus an exacting Rohertshaw thermostat — keep hot foods
oven-fresh without loss of taste, texture, or eye ap(>eal!
Plugs into any standard llS-volt system.
Mod«l 306
Ih0 complmtm lln» of mimctric cooking aqulpmentt
TOfl$TMfl$TER-GRI$WOLD EDJSON

CHECK. TASTE. TEST
Conl'iurrf horn poqt iS
trons." Careful and constant checking
makfs drivc-ln operation easier and
smoother. Mrs Gardner says. Trl-SUites
opeiullun IS excellent, in her opinion.
Keeping labs on electrical equipment Is
another safeguarding step. Mrs. Gardner
pointed out. This goes for the concessions
as well as for other phases of operation.
Incidentally. Mr. and Mrs. Gardner
closely observe management and techniques
everywhere we go—not just around
here." They often go to Florida, via automobile.
In the winter.
Only
HOLLYWOOD offers
Such A Complete,
Balanced Line
of
Choice Candy Bars
in the 10c class
Holding that the "personal Interest"
taken in ii family operation 'miikes a difference."
the quiet-spoken, keen and attractive
Mrs. Gardner mentioned. wiUi
pride, "the increase In the number of
drlve-ln patrons" and of the population
categories from which they are drawn.
She remarked: "You now .see many
people 50 to 75 years of age in drlve-lns.
You usually do not observe anything like
the number, in that age grouping, indoors.
And the comments heard are so encouraging.
The comforts of a drlve-in are cited.
One of these Is You don't have to get up
for others passing you. to or from seats."
There are more new cars. too. at drlve-lns."
The Gardner's sons are John W. jr.. 21,
and William, 12. A sixth-grader in a Sche-
nectady school. William helps at the Turnpike
during vacation. He quickly speaks up
If he does not like the taste of anything
served there, too—although this is not
often. John jr. has been a drlve-in aid for
years. Now a key figure at the 600-car
Turnpike he is a former student at Hudson
Valley Institute in Troy and an expert on
electronics.
Mars, Inc.
Its
Reorganizes
Sales Structure
Mars, Inc., hai reorganized Its sales
structure to bring about closer sales supervision
and greater control over market development,
according to B. A. Bouchard,
vice-president and director of sales. The
sales promotion department, formerly separate
from the sales department, has been
eliminated and concentrated imder the division
sales manager.
Two more sales divisions and the position
of assistant sales manager have been
created to Implement the new program.
H. R. Halg, sales promotion manager the
last seven years, has been appointed to the
new sales position. The new divisions are
directed by W. W. Scott and J. J. Coady.
two former territory managers. Scott manages
the southern division: Coady. the central,
both with headquarters in Chicago.
The eastern and western divisions, formerly
directed from Chicago, have newheadquarters.
Manager C. A. McDonough
now directs the eastern division from New
York City and C. A. Rutherfoid. western
sales manager, has headquarters in Los
Angeles.
Flaig and the four division managers are
veterans of Mars' service. Flalg's experience
with the company includes promotion
of the Dr. I. Q. radio program.
Moke More Money With
E-Z WAY
COFFEEMAKERS

Drive-in owners! IVIAKE MORE MONEY
during intermissions!
FREE! NEW!
Armour
wide-screen
concession trailers
to push Franks
and other
profit makers!
• 8 different, one-minute films to choose from
in sparkling Eastman color!
• Loaded with appetite appealing pictures and action that will make
'em want to buy Armour Star Franks and other items at your
concession stand!
• Background music sung by Bing Crosby's Starlightera.
• They are yours free of any rental charge— you just pay
return postage!
• Mail the coupon below for complete information.
Do it today!
Armour and Company
Frtth and Smokad Soutag* D«pt ,
Union Slock Yardi
Chicogo 9, lllinoii ^_, r
IMcajw send tnc your folder with complete informnlion on Armour and
Company's 8 new coni-tawion truilent!
Nam«_
Th«a»«r Addr
CHy
-$tot#_
BOXOmCE PCtiruarjr 3. 1968 SI

Decause they like
light refreshment
people are saying
"Pepsi, Please"!
Good news for theatre
opcralors— because Pepsi
means more drinks per gallon—
more profit per drink, too!

-
Food Company Offers Sales
And Merchandising
To Drive-In
Operators
Aids
A dkjiatiilifd cubiomcr is the worst advertisement."
according to Miss Anita
Vlrga. director of sales promotion for OriRlnal
Crispy Pizza Crust Co.. Inc. "You
may make the finest product possible, but
if It Is not served and serviced properly
the ultimate consumer will be unhappy and
not only refuse to buy again, but often discredits
the Item, and whoever .serves It. at
every opportunity." continued Mi.ss Vlrga.
Accordingly. It Is basic company policy to
safeguard every step from the smallest
detail in manufacture to the final serving
of the pizza.
As the first step, the frozen pizza crusts,
prepared In the company's modem plant,
are shipped to one of the 13 strategically
located distribution centers to Insure complete
freshness. Then, when the order i.s
delivered to a new customer, the local representative
Is on hand to supervise the
CDoklng and merchandising that best suits
the Individual situation.
SPOTCHECK THE QUALITY
The company maintains a roving staff of
"consumer spotcheckers." who buy pizzas
at places serving the company's product.
If the taste is not up to par. the spotchecker
confers with the owner. Sometimes
the chef has not prepared the pizza properly,
easy though that is. But, in most such
cases the checker discovers that the owner
has been trying to squeeze out a little extra
profit by using too little cheese or seasoning,
or materials of inferior quality. Unless
this practice is corrected, service to
the account is discontinued. As Miss Virga
points out. this is absolutely vital to the
Cmmm B b>
n«*nn
cfwn Puje
Tew I tow •!
evr/r m£m m tut tnii
fc^ig * •»• ••*'•
^0^f^0^f^0^0^0*0*0*0^0^0^0^0*0*^*^*0^^*^*^*^
Typical ol the sales help ollccd by Original Crispy
Pizza Crust Co , Inc , are newspaper advertisir^g
mots such OS this one The company also lurnishes
point-of -purchase display material and a full-color
trailer.
good name of the company, which sells
not only through theatres and restaurants,
but also to retail stores. At the same time,
it protects the retailer, for it has been demonstrated
repeatedly that sales eventually
drop off when quality is not maintained.
The company supplies newspaper mats
for drive-in theatres, and will arrange lor
cooperative newspaper advertising. The
company also furnishes point-of-purchase
display material and a free, full-color
trailer. To those ordering a sufficient
quantity of pizzas, a special pizza oven de-
signed for perfect baking Ls offered a*
liberal terms.
Original Crispy has in preparation a
comprehensive TV and newspaper campaign
to support the Individual customer's
promotions and create a broad public acceptance
of the name.
"We make cur customers our friends."
Miss Virga says, "and they. In turn, know
the Importance of making friends of their
own customers by giving top quality and
service. After all. you can't beat word-ofmouth,
especially In the food business."
Hot Dawg! A Hot Dog Record
A record 62.4 hot dogs will be consumed
by each American during 1958.
The prediction was made by Tee-Pak.
Inc.. Chicago, manufacturer of skins for
skinless franks. According to a Tee-Pak
spokesman, this represents an Increase of
2 '2 wieners per person over the 1957 figure
of 60.1.
The firm, which sponsors National Hot
Dog Month each July, said a staggering
total of 1 080.000.000 pounds of hot dogs
was devoured by Americans in 1957. At
an average of 9.2 to the pound, that's 10.-
700.000.000 individual red hots.
Allowing for an approximate 7 per cent
annual mcrease in consumption, it is expected
that "the most American of foods"
will be eaten to the gastronomical tune of
1.155.000.000 pounds in 1958.
SNOW CONES
HIGHER PROFITS -THE BUTTERCUP PLAN
Put BUTTER-Mat to work, 75
times a minute, to boost buttered
popcorn profits by as much as 300%.
Thermostatic control with a booster
switch for rush periods, Trigger Bar
operation makes this automatic dispenser
a profit stimulator.
•*:
BUTTER SERVER RAISES BUTTER SALES
Simple, manual
operation meters butter
'^ accurately to increaie butler
sales. Made of shining stainless
steel and enamel, the
Butter Server Is thermostatically
ccnlrcllod and melts butter quickly.
OTMia -KH If urit- luniicvM- HOTstT- iiintsMtTie wt*Mi*- coioiirur
'rk
lUNICl C: D'.'" IT r»"HT '. »f l« wtVA CIKDT CltES- lUTTEi CONSOlt- OIJPUT ITAQE
SUPURDISPLAY, INC. n?4 w Wisconsin Avenue. Milwau^re 3. Wts
INCREASE THE PROFIT
pcrccntoqc of your mock bar with SNOW
CONES Use this Echols Improved Snow Sho>cr
with reserve capociry lor "peok" periods
Polithcd Aluminum \ \
AftroctWolv hghtc^ cot« \ !
At Shown JJ2S 00
Srr vour local dealer or write
S. T. ECHOLS, Inc. Box 612
BISMARCK,
MISSOURI
54 Th» MODCRN THEATRE SECTION

FOR MORE INFORMATION
USE THE FREE RETURN CARD
I
postcard at the bottom of this page is designed to help you get more informaion
products ond services advertised in
this issue of The Modern Theatre Section,
listed in the "New Equipment and Development" and "Literature" departments,
olphabeticcl Indti of Advertisers appears below; on tht back of this card is a
i^eiist^ In4«x of Products. In both, FIGURES in the Key Number shown for each
triiser indicate the poge on which the firm's advertisement appears. The posti
below carries numbers corresponding to the page numbers— with letters odded.
Je the Whole Key Number, including the letter, corresponding to the page numbers
he odveriisemenis on winch you wont more information. Then: Fill in your name,
ress, etc., in tht space provided, tear out cord ond mail. For more information
listings in "New Equipment ond Developments" and "Literature" departments.
It number corresponding to Key Numbers published with eoch item below.
ALPHABETICAL INDEX OF ADVERTISERS
KEY NUMBERS
H- IVftLfT la/-
Holl|r«ood Brands, ltic...„ .......„.._ 50a
Hallywood ScrTcmoitcr Co . 41a
Indiona Coih Drover Co„
67d
Kncislcy Ele

Food Company Offers Sales
And Merchandising
To Drive-In
Operators
Aids
"A dussatislutl cuilomci is the worst advirtiscmenl."
nccordliiK to Miss Anita
Virtja. director of sales promotion for OriKinal
Crispy Pizza Crust Co.. Inc. "You
may make the finest product possible, but
if it is not served and serviced properly
the ultimat« consumer will be unhappy and
not only refuse to buy again, but often dLscredits
the item, and whoever serves it. at
every opportunity." continued Miss Vii-ga.
Accordingly, it is basic company policy to
safeguard every step from the smallest
detail in manufacture to the final serving
of the pizza.
As the first step, the frozen pizza crusts.
prepared in the company's modem plant.
are shipped to one of the 13 stratesncally
located distribution centers to Insure complete
freshness. Then, when the order i.s
delivered to a new customer, the local representative
is on hand to supervise the
cooking and merchandising that best suits
the individual situation.
SPOTCHECK THE QUALITY
The company maintains a roving staff of
"consumer spotcheckers," who buy pizzas
at places serving the company's product.
If the taste is not up to par, the spotchecker
confers with the owner. Sometimes
the chef has not prepared the pizza properly,
easy though that is. But, in most such
ca^es the checker discovers that the owner
has been trying to squeeze out a little extra
profit by using too little cheese or seasoning,
or materials of inferior quality. Unless
this practice is corrected, service to
the account is discontinued. As Miss Virga
points out. this is absolutely vital to the
Ct
Ci
good
not o
but a
it pre
onstr
drop
Th.
for d
coope
comp
dlspli
tralle
quam
CONDENSED INDEX OF PRODUCTS
Numbff
ADMISSION CONTROL SYSTLMS.
DRIVE-INS
DrKt'ln Thatri Striict Co. ..S6«
GantrtI Rniitv Corp. .... 68i
Pllmtr Eigintirln« t Dtrdopmtfil
Co 27b
ADMISSION SIGNS
Dun Cntrxing Corp 69c
ATTRACTION BOARDS AND
LETTERS
Adkr Silhouttlt LtllK Co G8b
Wigirn Sign Scriici Co.. .TOfe
.
BARBECUED MEATS
Cullibrrry'i Food Co. 57»
Sailhfltid Hun & Producti
Co., Inc 48*
BUTTER HAT
Supuriliipliy, Inc. 54a
CANDY
Henry Heide. Inc 3&
Hollywood Brandt, Inc 50a
CARBON SAVERS
Call Producti Co 70a
Econoflllnr EntcrprlHt 69b
CONCESSIONS CATERING SERVICE
Sport jerYtce . 60b
CONCESSIONS EQUIPMENT.
DRIVE. IN
Samuel Bert Mfg. Co. 57c
Supurdltplay. Inc 54a. 57b
Toaslmastrr Producti Di> 49a
CONCESSIONS FOODS
Armour & Co. 511
Castlebvry'i Food Co 57a
Original Crispy Pizza Crust
Ca
37i
SmllhfieM Ham & Products
Co.. Inc 48k
CONCESSIONS STIMULATORS
Armour & Co SlJ
DRINKS. SOFT
Canada Dry Ginger Ale. Inc. 47a
Coca-Cola Co. 2a, 3a
Nehi Corp 39a
Orange Crush Co. 42a
Pepsi-Cola Co 52i, S3*
DRINK VENDING MACHINES
Carbonic Dispenstr, Inc 48a
A. Dalliin Ca 46a
Sled Praducts Co 50b
DRIVE-IN VACUUM CLEANERS
Mid East Sales Co. 303
Tarrant Mfg. Co. 26a
EQUIPMENT, DRIVE-IN
Oriite-ln Tliiatri Mfg. Co. 4a
FILM CEMENT
Fuher Mfg. Co. 28b
Key
Number
FILM REMINDER
Goldberg Brolheri 66b
FILM SPLICER
Harwald Co 67e
FIREWORKS DISPLAY
Liberty Display Fireworks . S6b
HAND DRYING SERVICE
ElKtric-Aire Enginemrig Corp. 67c
HEATERS. IN-CAR
Eleclromodo
15a
Stanford Industries. Inc.. lOi, 11a
Tliermolalor Corp 34d
HOT DOG ROTO-GRILLC
Hollywood Scrvemaster Co. ..41a
ICE CREAM FREEZER
Sweden Freezer Mfg. Co. 41b
ICE MACHINE
Scotsman
45a
ICESHAVER
Scotsman
4Sa
INSECT FOG MACHINES
Curtis Aulomotir* Dcrtccf.
Inc
61k
Todd SJiipyards Corp 28a
INSECTICIDES
Curtis Automoline Derlces, Inc 61b
Todd Shipyards Corp 28a
INTERMISSION SHORTS
Armour & Co 51a
KIDDIE RIDES FOR DRIVE-INS
American Playground Device
Co
34a
Game- Time, Inc 31a
DHmer F. Harris Co. 564
Allan Herschell Ca. Inc 66*
Miracle Equipment
Co. Back Corcr
Play- Yards Original Corp 58b
Robel, Inc 61a
LIGHTS, DIRECTIONAL. ETC
Drive- In Theatre Mfg. Co. . . 4a
MOSQUITO REPELLENT
Pic Corp 22a
PAINT FOR DRIVE-IN SCREENS
M. L Campbell Co 18a
National Theatre Supply 59a
PLAYGROUND EQUIPMENT
American Playground Device
Co
34a
Game-Time. Inc 31a
Orlmer F. Hvris Ca S6d
Allan Herschell Co., Inc 66a
Miracle Equipmertt Co. Back Cover
Play-Yards Original Corp. ..58b
Robd, Inc 61a
POPCORN MACHINES
Manley, Inc 43a
NEW EQUIPMENT and
Full descriptions start on page 65
Key
Number
Six-Flavor Soup Dispenser P-1673
Hooded Inclqerator P-1674
Automatic Popcorn Dispenser P-1675
Big Volume Drip Coffeeraaker P-1676
High Light Gain Screen P-1677
Projection Light Gain Process P-1678
Compact Counter Steam Unit P-1679
OTHER NEWS of
New ProHctlon Lamp 32
"The Chocolate Tree" Filoi 41
Quarter Midget Racing Can.
K*
POPCORN SCOOPS
Sprrd Scoop ;
POPCORN SEASONING
C. F. Simonin's Sons, li^... ;
POPCORN AND SUPPLIES
Manley. Inc <
PROJECTION ARC LAMP
C. S. Aihcraft Ht(. Ca 2
St'ong Electric Cor*.....
PROJECTION LENSES
Bausch & Lofflb Optical Ca ?
Protection Optics Co.. 1^. ;
S OS. CIneaa Supply C*r«. (
PROJECTOR CARBONS
hitiorul Carbon Co
PROJECTOR PARTS
SOS. Cinema Supply Ca . '
PROMOTIONS
Ace Hi Di'plays, Inc
DeLuve Theatre Preailims .
Flowers of Hanil, LU...
RECTIFIERS,
SELENIUM
J. E. Robfn. Inc '
Strong Electric Cor;
REFLECTORS
Heycr-Shultz.
Inc
SANITATION EQUIPMENT
Abbey Chemical Ca
County Specialties
SELTUBE KITS
Kncislcy Electric Ca i
SIGNS. AUTO BUMPER
Ace-Hi Displays. Inc
SIGNS DIRECTIONAL ETC.
Du^a Engraving Cory. •
SNO-KONES
Samuel Bert Mfg. Ca
SPEAKER EQUIPMENT
S. T. Echols. Inc '
Drive-ln Thtatrr Mfg. Ca .
Sandler Mfg. Ca
SPEAKERS. IN-CAR FOR DRIVL
INS
Ballanlyne Ca
Bevvlite Corp.
Drive-ln Theatrt Mf|.
EPRAD
Ck..
Sandler Mfg. Ca
t:j
SPEAKER RECONING AND ROI I
Eians RKonlng Serrico
Minneapolis S«rakr' Recanmi
THEATRE EQUIPMENT AND
SUPPLIES
Indiana Cash Drawer Ca... f
S.O.S. Cinena Supply Corf.. I
DEVELOPMENTS
Theatre Plastic Display Signs f-U
Prefab' icated Boioftica hll
Nontoxic Cleaning Fluid P'U
Infrared Sandwich Oven M<
Soft-Serve Counter Units
^11
Hot and Iced Tea Machini P-lt
Double-Cone InCar Speaken P->
PRODUCTS and EQUIPMENT
Pa«i
Sales Aids tor Piaa
ConceiiioM Trays for Speaker Poets
Ke
MODERN THEATRE: Send mc more intormation about .
iicms ADVERTISED on the pogcs circled bclcw:
2a
54

Concessions
To Regional
Should Cater
Preferences
Regional fixxl Uistos and prcfrrrncrs
must bp obsiT%'t'd wiUili) rcu5on. In Uif
prrparatton of dl.vlu-s iind drllcuclps (or
tale al drlvp-tits. accordlnK to Oeorgr H.
Schonck. Albany inivna«er for Tri-StiiU-
Autonuktlc Cundy Corp. of Buffalo. N Y
Uniformity in formula and output is destrablp,
and i.s isenerally followed by a concessions
cximpaiiy. but .sonu-ttmes varla-
Uons are necessary. For Irustunce. Schenck
found that patrons of outdoor stands operated
by Tri-State In the Albany district
liked hamburgers readied and served in
barbecue sauce. The use of .sauce for this
purpose was therefore continued in the
Albany territory. althouKh it was not in
some other sections.
NO SPICY FOODS
Spicy foods as a Keneml rule do not
aeem to win favor at the stands supervised
by Schenck. In certain outside liKales.
they may be quite popular.
Schenck maintains a close check, via
taste and other techniques, on foods served
at Trl-State operations. A one-time
Warner theatre manaKer. he pointed out
that the range of menus in the Albany territory
IS not as wide as in some other parts
of the country. Various conditions dictate
this.
Schenck added that weather can be a
factor with which to contend In the preparation
of
to be the case in
foods, but he has not noted this
the Albany sector.
Trays a Pafron Convenience
Concessionaires to Hold Conference in Las Vegas
The western regional conference and
mriiliundLilng cUnic will be held by the
Nutiuiml Aa»n of Concenalonnlres IhU
month. followlUK the surceaaful aoulhweat
reiiional which wa* combined with the sixth
annual convention of the Texas Drive-In
Theatre Ownem Aaiin in Uullaji January
19-31
for more sales on
the most profitable
concession* in your
theatre!
Harold P Chesler. program chairman.
U uccrpting re.Nervallottfl for the western
reKlonul. which Lt scheduled for the Riviera
Hotel. Las Vegas. Nrv.. February 8-11. With
the program covering all phases of concessions
merchandising, attendance U expected
from all parts of the West Reservatloiui
may br udclrrwrd to Chester at the
Tlieatre Candy Distributing Co.. P. O. Box
3033. Halt Uike City. UUh. Alfred Olander.
Associated Theatres. Los Angele.n. Is the
West Coast coordinator for this meeting,
which will
\
rmploy the braln.stormlng technique
to develop new conce.nsloiu sales
Ideas.
A J. Schmltt. Houston Popcorn It Supply
Co. Houston, was program chairman for
the southwest meeting. Charles A. Oarden.
Charles A. Darden Co.. Dallas, was program
coordinator.
^popcorn of course
To soil more of the item that gives you more profit, |X)ur on F'opsit Plus
— America s finest p thown ftoturt 0/ ikt
Iron It Ihol Ihtr form a wcurr uirio tftroirt
potroni 10 ttandit a numbtr of rl«/nt, rothtr Ikofl
Ikt ont or two IhfT might hold in thtir hcndt Tkr
ttvft 111 our cor with o doo/ glau
popping apccialulM to the nation
SIMONIN
PNILAOCLFMIA J4. r*.
A^ pipsit
Pf Ce/l/*^
BOXOmCE February 3 195«
5S
I*

'
Wt
I driving
THOSE COLD. COLD MONTHS
Confinurd hom page li
drive-ins. even without lieati'is, without
coats—girls in ordinary dresses und men
even in shirt sleeves—this has. it is sug-
Kested. reached the proportions of a fad in
this area. The explanation is simply that
modern car heaters are .so powerful tliat
extra protection is unneeded.
• Extra provision for starting cars is
needed. One manager keeps jumpers attached
to liis own car battery all the time,
and simply drives up alongside a stalled
car. hooks up the Jumpers, and gets the
customer started. An extra battery is also
ktpt in the office for reserve use as needed.
• A surprising number of customers come
in cold weather with small children, and
even with young twibies.
• Concessions business appears to run in
about the .same proportion to number of
customers as in the summer. There is not
much of a change in items sold, except
the obvious swing from ice cream to coffee
and hot dogs.
Mr. Drive-In Theatre Operafor!
FREE
COST YOU
ADMISSIONS
MONEY
IF YOU WANT EVERY DOLLAR DUE YOU
!/Hdiall TRAF-I-TROL
. . . and you will
INCREASE ADMISSIONS
SAVE PAYROLL
No Sneok ln^ (No U.hcr of Exit 0,i»c)
This lOCo eHectivc one way cmt borricr will pay for its£if in a few months.
Write for more complete inlormation
DRIVE-IN THEATRE SERVICE
CO.
Loncaster Pike * Devon, Pcnno —Of See Vouf Theatre Supply Dealer
* LOOK fOR US of tt

which iilvc the currrijt prot;rnm.out a letter received from
a uatron which read: "We enjoyed your
Year's feature very much and look
.-.. -iird to spending many more nights at
your theatre because of a slx-month-old
aon whom we must take everywhere "
A TroTcling Photography Eihibit
A color ph.)'i.::.ii)hy exhibit >pon.«)rr.

DRIVE-IN THEATRES THE WORLD OVER
Big Year for Foreign Development of Outdoor Tfieatres Is Foreseen
By ED LACHMAN*
I HIS IS THC
year for foreign
dnvo-ln development
and there should be
considerable stirring
of interest and unnouncements
of
drlve-lns being
planned for certain
European countries
forthcoming in
the late spring.
[d Lochman
It is interesting to
note that in certain countries outside the
United States drive-ins are proportionately
keeping pace with the more than 4,500 that
are operating in this country.
CANADA
In Canada drive-ins represent almost 14
per cent of total theatres or approximately
230 drive-ins; 75 per cent of this niunber
were built in the past three years in such
far off sounding places as the Provinces
of Alberta. British Columbia. Manitoba,
New Brunswick. Nova Scotia, Ontario and
Saskatchewan. It is interesting to note also
that Prince Edward Island on the North
Atlantic coast boasts of two drive-ins.
HAWAII
To stay
for a moment with the islands,
Honolulu, Hawau has a drive-in and there
is also one on the Island of Guam.
AUSTRALIA
To go on to a larger Island. Australia
now boasts of approximately 40 drive-ins.
with ten in the process of building or announced
planning stages. Loew's International
Theatres has taken the initiative
in building drive-ins there, closely followed
by 20th Centui-y-Fox In as.sociation with
the Hoyts' circuit, and the balance by independent
theatre owners. Metro has two
twin-screen theatres under construction in
Australia now. Australian drive-ins have
picked up all the good features developed
here and have added a few of their own.
For instance, in one Australian drive-in
they have a laundry service where a patron
leaves his wash when entering the theatre
and picks up the clean clothes on the way
out. Tlie custom for showing pictures has
changed. Trend is to show a double feature
rather than two complete shows of a
single feature, which has been the normal
presentation for four-wall theatres in Australia.
SOUTH AMERICA
Oui- neighbors to
the South are bursting
out all over with drive-ins: F^ve drive-ins
in Puerto Rico, one drive-in in Cuba and
one drive-in almost in the completion stage,
one drive-in in Panama, one in Ti-inidad.
one in Brazil and one in Venezuela.
EUROPE
It is sad, but true, in all of Europe there
is but one drive-in, and that is in Rome.
Italy.
It was built by an independent the-
• President, Lorroine Corbons, Inc. Commenis published
here are excerpts from on oddrcss delivered
Qt the recent Texos Drive-ln Theotre Owners convention
in Dollas. Mr. Lochman visited Englartd
and several countries on the Continent not long
ago.
atre owner and a real estate man and Is
now being run by the Metro interests.
Metro has introduced a most interesting
approach to the presentation of foreign
pictures, and I think It is a "must" for
U. S. border state drive-ins and future
drive-ins in foreign countries, especially
for those drive-ins that plan to show foreign
pictures in the States. They provide
for their patrons a selection of two sound
. . . an entire
AMUSEMENT PARK'
in
one compact unit!
Put "SPRING" in your SPEAKERS
WITH BRAND NEW
RETRACTO
ALL WEATHER
NEOPRENE
COILED CORDS
No 1t-3 Conductor
GUARANTEED TO RETRACT TO ORIGINAL POSITION
STRETCHES TO 7 FEET -
LUGGED. TINNED -
READY FOR IMMEDIATE USE -
87c
[och. FOB CIcYilond
IN LOTS OF 100 AND OVER
IMMEDIATE DELIVERY
MANUFACTURED AND SOLD
by
SAMPLE ON REQUEST
SANDLER MANUFACTURING COMPANY
2108 PAYNf AVf
Writt or Coll
CLEVELAND 14, OHIO TO-cr 1 9248
PLAY-YARD attracts
customers,
attention; boosts profits
All in one colorful, compoct unit, PLAY-YARD
IS your answer for ottrocting families with
cfiildren—keeping them coming back' Its copocity
is nearly double that of four kiddylond
rides. It accommodates over 100 children at
time Yet PLAY YARD requires on area of only
27,33 feet'
Designed for safety and long life, PLAY YARD
includes a carousel, trains, rocket ships, can.
"woman in the shoe" playhouse, slides, sandboi
or woding pool, built in toys ond hobby horses.
Plus two briUiont
Fiberglos canopies and benches
for watchful parents Plus o flotheretle on
flagpole to help bring traffic into your drtve-in.
For sofcty'i sake, nothing is overlooked And
oil materials will withstand years of hard use
ond the elements Write today far lull inlorma
tion
pro'if 1
on how PLAY YARD coo help you corn more
PLAY-YARDS ORIGINAL CORP.
Cnillli. N y
Avon. N Y
HTocinllt ]-*4S)
Avon 7311
58 Th« MODERN THEATRE SECTION

. can
trucks which Is avallublc In thr .s|>ciikci at
tlic ritck of It .switch Vi.sitiriK this ihrutir
It was very intcrestini: nnd amusins to start
off u svutcncr In Italian and thrn (lick a
switch on the speaker and have that srntence
end In EnKll.sh Tlil.s dual sound i>
achieved by usiiu; a dummy reproducer
with film of either an Entillsti sound track
or. In this case. Eniillsh in the reproducer
and Italian-dubbed sound track runnlnu
siniultanroufily.
DON T paint your drive-in screen
UNTIL you find out about ..
FIRST ON CONTINENT
Since this Is thr first drlvo-ln on the
Continent, and I am sure the forerunner of
many more. I will dwell a little on the way
the drive-ln has been received by the
Roman populace and how the MOM management
has had to conform to the customs
and habits of It.s pnttrons. Bear in
mind the people are Latin, they adhere to
Latin custom, and that Is to take a lontt
lunch hour and then finish work around
7:30 or 8:00 o'clock. This means that tho.se
who plan to attend a drlve-ln or a theatre
In Italy would do so at a much later hour
than we. F>or instance. It Is not unusual for
the first show to start at 9:15 or 9:30 pm .
and have the second show go on about
11 30 pjn.
In the drlve-ln. the Metro people have
found that they must prepare themselves
for three wares of patrons, the first wave
comes in around 7:00 o'clock. The.se are
the p)eopIe who work at the various U. S.
and foreign embassies and who more or less
work the same hours as In the States. There
then Is a lull until approximately 9:30 when
patrons with children arrive, and then, of
course, there is the late show starting
around 11:30. This drtve-in has only been
open .since the latter part of AuRUst and
therefore has not been In a pwsltion to
really make its Impact on the Italian movtegolng
public, since Rome is now In the
so-called winter months, and at this period
the drlve-ln may be operating part-time, or
closed for the winter season.
SOME NATIVE DISHES
SERVED
The Rome Drive-In concessions serves
not only American standbys. such as hot*
dogs, popcorn, hamburgers and Cokes, but
it also serves .some native dishes which appear
to be very tasty. While I was attending
they were making up a type of rice
rolls with fish and deep frying them— and.
of course. Roman pizzas. These Items, during
the breaks, sold like the proverbial hot
"'"';. The concessions also sells wines and
There was a large patio where pa-
c«(es.
sit. eat. drink and watch thr picnot
unlike many of their sidewalk
The projection equipment In the drlvc-
In was American, and they were U-nlng
13.6x18 Lorraine Orlux carbons
Just as many of you have met with eon-
:tble resistance and mtsundrrstanding
:>tainlng permits to build drivr-irvs. .so
are these who plan to build drtve-tns In
Europe. For irulance. in order to build a
drtve-ln in Rome, it was nece«*ry to build.
Con

!
CREATE THE
MOVIE HABIT
No Better Way Than a
DINNERWARE
PROMOTION
• Lodies must come to your theatre
diligently every week for a yeor in order
for them to complete o full dinnerware
set. Your choice of o dozen different
potterns.
DRIVE-INS THE WORLD OVER
Continued liom preceding
page
not only outside the city limits, but outside
of the Customs area which Is peculiar to
each city In Italy, where they maintain a
Customs check point. ALso a law has been
pas.sed whereby a drive-in theatre cannot
be built unless the population of that city
is more than a million. This limits one
drive-ln to Just three cities In Italy—Milan,
Naplfs ,Tnd Rome.
GERMANY
In Germany two drive-ins were planned
for 1956. but due to a new law which went
into effect August 8. 1957. whereby no
children under the atje of six are allowed
to attend any theatre performance, and all
pictures must be approved and classified
for the six to 12-year group: 12 to 16 group
and 16 to 18 group, it made the building of
a drive-in most unattractive and all plans
are abandoned for the present.
Exhibitors in West Berlin were most interested
in drive-ins and they plied me with
many questions regarding them. They said
that, despite the new German laws, they
would build drive-ins tomorrow if land was
available, but unfortunately the western
section of Berlin is surrounded by the Reds
and any drive-in built on the outskirts of
the town would extend into Red territory.
ENGLAND
Plans were made for the building of a
drive-in near the coast of southern England
but this was abandoned when, in the past
year England went through unusual foggy
weather and the financial interests backed
down. However, while England is in the
50° latitude, its shores are swept by the
Gulf Stream and they enjoy a rather
temperate climate for at least four to five
months of the year—weather that is better
than in some of our northern cities in the
United States and Canada.
SOUTH AFRICA
Jumping from the European scene to
what the travel folders call "Darkest
Africa." It seems that they are more enlightened
to the reception of drlve-lns than
the exhibitors of Europe. There are at
least ten drive-ins in such strange sounding
places as Bulawayo. Bloemfunteln.
Vereeniging. Nairobi. Pietermaritzburg,
Durban. Salisbury and Johannesburg, in
which there are two.
Again, as was the case in Australia.
American theatre interests are spearheading
this growth, namely: Loew's International
Theatres and 20th Centuo'-Fox. Almost
100 per cent of the foreign drive-in
theatres u.se American equipment supplied
by either Westrex or National Theatre Supply
Export. The foreign equipment manufacturers
for the time being are marking
time, content to supply accessorj- equipment.
Television in these foreign countries is
just beginning to make itself felt and exhibitors
even now complain of its Impact.
They are going through some of the phases
we have already experienced. Fringe theatres
in certain of these countries have
closed, especially in England. Australia and
Canada. Since producers depend upon a
return of approximately 50 per cent of the
total world gross from foreign countries, it
is very important for the whole motion picture
industry that foreign drive-ins be encouraged
to take up the slack to hold up
the gross, such as the 4,500 drive-in theatres
in the United States have done.
If a patron is antagonized at the candy
stand, it is possible to lose that person as
a patron of the theatre.
• The above promotion hos proven itself
tremendously in the last 25 years, both
at the boxoffice and in boosting concession
soles.
• We ore serving and satisfying some
of the country's largest circuits and independent
exhibitors from coost-to-coast!
For complete detaili and prices,
Write—Wire—or Phone:
DE LUXE
THEATRE
PREMIUMS
346 W 44th St New York 36, NY
Tel: Circle 6 0342 or 6 0343
CONCESSION PROFITS Sparkle
w
when
\ ^"''''4,
SPORTSERVICE
works for YOU
There's no subsiifute for experience"
Almost Half Century's experience in refreshment catermg—
Independent ond Unaffiliated.
Call or write us today—to sec how we con put it to work
profitably and promptly for you.
SPORTSERVICE
BUFFALO,
703 MAIN ST .
PHONE: MADISON 5014
N Y.
60
The MODERN THEATRE SECTION

em
I
DRIVE-IN STORY 1957
Comtmutd fnm page
ltl>««a—New . In, 8 . ,« re-i, ., of lltvOCO*
Wetic'i >«• man. Bill
( « by rtov Of»l
NORTN CAROLINA
Dtfdtan tW Ori»e-ln. oi>*nv^t by Mr tji(ol. tMW.OOO protect tor
••••••— *00 cor drioe-m for loitern Corp of tail
Oortoe. iTOO.OOO protect hiring on lecuring
special u»e eaempr>on to to«mar*ip for%ir\g ordinorKe
CleniKin—MocOode 1.200 cori. It^ Corp. vow
round operotHsn of Ook Lone Rood ond MocOode
B'i\jl«vord*
MererWeto—Pine. 400 car». Alfred Burnett*
Oi*t* Blvje Horinn. for Jotm or. .Vevtcrr, Amutcment Co
Riviera Drive- In Corp
Kay Wnt
PLORIDA
u . rro. 1.000 cori.
,'u. 100 cart, Mrt Ade«irte Gowftvop
Palelka i '
ILLINOIS
LewraneevUle V J^a, i'jO cart. Frrtino Am'tt Co
RINTUCKV
Bertew—AutoScope. WW con Clark Srrtith. owner,
Ballond Counly't f.r%r 'tr.r n ttteotre
MASSACHUSITTS
Beetea— Suffolk Oowm, 1,700 con. Norlt>eotl Orive-
In Theotre
Canten—8iu« Millt Onve-ln. Mirtotion Brot
Poll Rhier — >rdo ond evport
r
Phone
BERWICK 8791
Hatclton
GLADSTONE S
IS86
THIS IS
THE FAMOUS
OFFICIAL
QUARTER MIDGET
RACER
* Uiad videly lor leMCI control br DriTt In
Theatre*— FIELD PROVEN
* Light vcigkl—only 19 poundi
* Complete—nothing elie to bur eicept gotolmr
and intcctKidc
* Labor loiing—one man operation- no ichicle
reg«ire4.
* EconoOTKol—mere cOTCrog^^—adjuttoblc log
Irom light to keo'Y
Write For More Information To
CURTIS
DEVICES,
AUTOMATIC
INC
OTNA reOOUCTt OIVItlOM
r Roi 297 P WrtMirld Indiana
^.
• Mlnietwe Oe Seta Cenvartibia
OTHtRt e MiiwetOTa Dhrco Trixk
e Ki44y Svrray
FOR THE NEW FAMILY PARTICIPATION SPORT AT DRIVEINS
-J^fi/ff.
CORPORATION •WASHINGTON i SYCAMORE STREETS»BERWICK PA
"Wotld\ Lofgc%t Monufoctufcr ol Miniature Powered Toys"
"Where Successful Soles Promotion Idcos Qriginofc"
'Repraentatirci— ot your service throughout the United States'
lORIL COIPOIATION
• OX 111. Daei QuTOI'MT
• IIWICK. PINMSTIVANIA
aM lAtaraata^ m tattln^a
Tk« wema el iny Orrva-ln
la

;. nW~>« Keiths Theatre Indionapolii, constructed a garden wall 0/
To create an outdoor atmosphere ,ndoory J'""";
j~, '^'"'"/^
„„ „„ ,„h ,„d,rect /igMing ono
(nd.ono (.mestone ,n ,ts lobby, added arUUcal plantings
°"l'°^^^ll%,^i^,

us«^ to dros-s up the bij: Krith » scrr^n urm
A coal of Kray puint, tintrd with ri-d for
warmth, wtu used to paint out thi* Ima rrllrf
wall oriutmcMtatloti and thus incrrnMthe
simplicity of styliOK Wall baji-ony box
sraltni: «')is rrmovod and draporirs added
In Its place. Indirectly liKhted plnnter.s
were installed nlonK the auditorium wall
Mid in front of Uie stane.
Amp«'x stereophonic sound and new
Bronkert projectors were iiustalled t)rii)i to
the remodellnn.
New carpetlnR extends throuRhoui thr
theatre's first floor and up the stairs to
the balcony In the loue and balcony. 2'J7
new International seats with padded armrests
replace the old s«ats. Sure to draw
•pprovinK comments from any man of sixloot
stature or over Is the extra leg roomsix
inches to be exact—which was added
between each row by the removal of the
first row of Icue seats. The best sections
of the theatre's old red carpeting were used
to cover the balcony's floors.
of an efficient,
An enlarsed ladies powder room boasts
modern apartment atmosphere.
Decorated with modem chairs.
tables, a sunburst lamp and lounRe. the
powder room also offers a functional,
st«ndup makeup table finished in walnut
A nostalgic flavor reminiscent of the bygone
gaslight era still remains in Keith's,
however, in a section long closed to the
general public. It is the third floor "poor
people's" balcony. Ptor a 15-cent admission
fee. and if you were willing to walk
up three flights of stairs from a side entrance,
you coiild once have taken your
choice of any spot along the long, hard
rows of bleacher-type benches. Stearns explains
that it wasn't economically feasible
Droperivt noo hong
ID iHv ottat lotmtttf
occupied bir wall boi
lead «hick >•'•
edmifioterf in lk9
t t r f o m I I H
ing o/ Kttlk't The
lint row of baUofii
leatt wot olio rt
mo»ed, and new i««(i
ere intlalltd >ilfi
til incftei o' legiocm
betwoen rowi Th€
iftcom/etcenf
chon
dtittf, teen m tht
vnalt photo at tower
right, wot removed
and rtploted wifft
incondeicent
ing
light
Arlihctol plants
ettend ocrott (fte
tfoge and along the
wall oreot beneath
the draper it\ The
old bot relief or no
mentation in the
auditorium wot
pointed out with o
iolid color in hor
many with modern
Jtsign
umplitity
to remodel this .section, .so it was left alone
—still untouched after these many years
for the hometown-boy-made-Rood who returns
occasionally to view the .scene of
pleasant childhood memories.
More pictures on following page
;auty for a hardtop
At tk* r««r of the aadrlotntm, prior to rtmoMiOf. iker* vat m» opt» ipore
brtwren the ouditorium and the inner lobbf wfc«tfc permitted dntroettng note
and light to filter in and ditturb potroni thn yap «ai doted with ocomUKol
materioli ei ihon at right
The ototnlKol pomelmg now tfcwarfi (k« lobtri noiia o»d light Loh&r nte*«
Mem wat loeilitoled by renwmtg on "etira" let of lobby doon. and the
ceoceiKOni trend wai mored t/i«k(/r le Ike r>gki to ei n«l lo rfefroct from
Ike riem ol Ike oirdttortom.
BOXOmCE Fvbruarr 3. 19M 63

Keiths Theatre, Indianapolis . . . Cont'd
The facelifting included a new screen, draperies
and indirectly lighted wall planters for the auditorium.
The gray paint used to paint out the bos
relief ornamentation was tinted with red for warmth.
Downstairs, scots of the 1 ,096 capacity theatre were
rebuilt, while 227 new bo/con)' scats were installed
on wide centers. The small picture immediately
above shows what the screen area in Keith's looked
like before the recent improvements.
^
Looking into the theatre toward the auaitonum aoof,
before the remodeling the patron saw this some
what cluttered arrangement of assorted billboards
These were replaced with an Indiana limestone
garden wall, planters and the photomural. The new
carpeting extends throughout the theatre's first
floor and up the stairs to the balcony
i
These views show the new (left) and old area in
which the concessions and stairway to the balcony
arc located. Also to be seen in the left photo is
a port of the ultramodern fricic decorating the new
acoustical wall which was installed between the
auditorium and the inner hhbv
64 Thr MODERN THEATRE SECTION

Sii-Flavor Soup Dispenser
With 800 Cup Capacity
P 1673
MORE
FOR
INFORMATION
com capacity It serves tasty, prepopped
corn that U kept uniformly heatrhed wire
acrass the bottom of the hood prevents
blowinK bits of paper and kIowIiik sparks
leaving the incinerator. Made of aluml-
The St>up-c>i>,» i> [x'liii; introduced to
theatres, both drlve-ln and Indoor situations,
as an automatic dt.sponser of six
Havors of hot soups. Manufactured by
Cole Products Corp.. the Soup-Spa attracts
customers with a multicolored plastic
panel that points up the home-cooked
flavor" of the six soups available at ten
cents a cup. The selections Include Instantlzed
hot .soup with a choice of cream
and re«ular flavors The customer merely
dials the flavor he prefers nmoni; thase
listed on the front control panel and deposits
his coin The first drink Is always
hot. since the Soup-Spa construction eliminates
bulld-up In bowls airlocks and brldetnic.
The Soup-Spa takes nickels, dimes
and quarters and returns correct chanee
A slx-iiaUon heater, two ml.xinK-bowls and
the exclusive Orameter. a positive measuring
device that (fives exact Innredient control,
are other features of the tall 800-cup
aoup dispenser.
Hooded Incinerator Operates
With Minimum Smoke, Smells
P 1674
A ten-bushel outdoor incinerator which
may be used safely within ten feet of a
bulkUng and which needs no watching
has been devrlnped b>- the Alsto Co The
Model CIO incinerator Is built with a square
base, the sides ansled in to form an ample
but narrow opening at the top After
papers or other debris have been placed In
the incinerator and the fire sUrted. a
nl7Td steel, the CIO burns damp, iireen or
dry refu.se to a fine ash In any weather.
The .scientific draft control mlnlmi7.es
smoke and .smell An eiRht-lnch-hiKh detachable
ash pan ba.se and urate Ls provided
for easy cleaning of the Incinerator.
Jumbo Cups of Hot Popcorn
Dispensed
Automatically
P 1675
Thentrr palrt'ns r;»n stvc Ihem-selves to
mmb" '.'

—
' opter.
High Light Gain Registered P1677
By Pearl-Surtaccd Screen
Bnnhtncis Kauis of Irom 1.50 to 2.50 arc
provided by the XR-170 "pearl" screens
available from the Raytone Screen Corp.,
us compared wtth .85 for matte white.
Tliere Is said to be no visible falloff from
the seats alonu the side of the theatre when
the XR-170 .screen is employed, jast lus there
IS no such falloff for a matte white .screen.
The XR-no screen Is of both .seamless and
tearproof construction. An liiKredient in
the "pearl" screen surface Is the nonyellowinR
Ingredient which plves the screen
Its name. Installation of the XR-170 screen
Is said to result in finest quality resolution,
light distribution and color fidelity.
Projection Process Increases P 1678
Dnvc-ln Screen Light
The Cineglo projector and arc lamp for
35mm films, a process said to give an Increase
of more than 300 per cent In Incident
light to drive-in screens, is being introduced
by TARC Electronics. Inc. The
picture, once focused, remains in optimum
focus for every frame indefinitely. Such effects
of heal on film as in-and-out focus,
brittleness. cmbo.ssing and distortion are
eliminated by use of the CahlU-MerrlU
cold focus gate. This gate operates by
clamping the film Intermittently during the
light and dark cycles between two pairs of
optical flats, one pair fixed and the other
movable. Through the hollow center sec-
tlon of each pair of flats a coolant Ls continually
recirculated from gate to air. or a
liquid cooled heat is exchanged. The inside
of the flats becomes the focal plane
for the projection of pictures with highest
resolution, constant focus and maximum
brightness. Other Clneglo projection process
applications include use for large de
luxe .screens In presentation theatres: for
high speed film printers, enlargers and reducers:
In 16mm projectors used by amateurs
and lecturers, and for 35mm and
16mm still projectors which must stay in
focus with high light for long periods of
time.
Compact Stcom Unit Guards
Food Flavor and Quality
P 1679
Boost Drive-ln Profits With
Allan Herschell Kiddie Rides
fM^f
\liiro and more ilrivfin lliratro arc
Write lor A. H.'s new
book: "Ktctdietonds
a Business with o
Future," $3. Tells
how to build and operate
a kiddiatand
successfully.
iSi-I^SS^^
installing »oparatc kiildielanHs to in-
.
crease tlirir profits. Same fine lorutinn
. . . same parking . . same managemenl
. . . same showmanship. Cash in
now while the trend is just slarlint;.
The rides to use in your drive-in kid

'
c
ftlgiu employ porforttt«*d rlttld pli».stlc bnckgrouHcts
into which letters ami JiKures or
pliublr plustic arc Inserted on short pJn.s to
form the sales mnuuute. Tlie bui-kKruunds
are iiviuUible m Kruy. blue, white. bUck wul
cleur crystal pliustic In eight sues. rajJKinu
from 6x6 inches up to 20x24 Inches Characters
m Pfd. white or black are made in
half-inch and I'^-lnch sliu-s Characters
are removed from the txicktcrouiul by simply
KlvtiiK the back of the pins a firm tap
Characters and b»kckj:rounds are thus reu.sable
as frequently as desired, with the
lett«T> and numerals Kuaranteed for three
.unst breakaue. The brmht char-
PU.-.IK
Prefobricotcd
.>lso are washable and slalnlesA.
ta.sels come in black or crystal clear.
With Two Lane
Bonofticc
Canopy
P 1681
""
NOVi/ll "•^rbo^t'lEL^-Tl" BES
BROADWAY THEATRE . . . Palmyra, N«w Jsnsy
V .^ • ' loti k>««*< lu%l ocguirvil anolh*> lh»ol» am gotng
to inttoii to%j# kiU lh«f«.
M C M THEATRES . . . Leetburg, Florida
'.>ain A Ko>p«n, 0«n*f
v.^.. i..v.rf>"v"".i >j— . V".- .«•!--.•.,. ^-T,.,,- -J* comi>t«io)v *ati>lwd •rilh lh« p«rl«monc« ol
Vtl rust Kilt in our Mtof^ I6.KI0 ai in* ^AIN TMIATRC h«ic W> Ka«« no Iroubl* ol any Mft
Bill 9 Cumtioa. Can Mg'.
SYLVIA THEATRE . . . Yorti, So. Carolina
' u i>urcna

ond
'
The Admission
Control System
that
means
Good Business
Good Shov/manship
I
made only
fGpi General
^Register
11 ^
Corporation
your
Infrared Sondwich Oven
With Automatic Timer
P.
rri
£
P 1683
f^l^O
The Sayso infrared Sandwich Oven is
beinn introduced to theatre concessions
where a steady supply of hot dogs, hamburgers
and precooked barbecue sandwiches
are needed throughout the period
the theatre is open. Distributed by the
Concessions Supply Co.. the Sayso Sandwich
Oven has a capacity of six hot dogs
at a time, with larger models available on
special order. Precooked sandwiches, sealed
in cellophane bags and kept in refrigeration
until ready for heating, may be prepared
up to ten days in advance. When
placed in the oven, these sandwiches are
cooked in their cellophane bags in quick
order: hot dogs in their buns in three minutes:
precooked sandwiches and hamburgers,
in four minutes. An automatic timer
signals by buzzer when the sandwiches are
cooked. The unit is equipped with two
500-watt infrared bulbs. Constructed of
chrome and stainless steel, the oven is
eye-appealing equipment for either backbar
or front counter use.
Shakemaker, Soft-Serve Units
For Concessions Counter
P-1684
a turnout capacity of 200 shakes per hour,
ii complete refrigeration system that includes
receiver-condenser. It Is stainless
steel throughout. The companion softserve
freezer serves .soft ice cream or frozen
custard. It is equipped with a ^4-h.p.
self-contained dasher motor, removable mix
reservoir and ^^-h.p. self-contained hermetic
FYeon 22 compressor. Since the mix
reservoir can be removed easily from the
refrigerated unit, cleaning maintenance, an
operation requiring only a few minutes. Is
reduced to a simple operation.
Automatic Counter Machine P 1685
Serves Hot and Iced Tea
A counter-size machine that brews and
dispenses both hot and iced tea automatically
is being introduced to the theatre concessions
trade by the Food Machinery and
Chemical Corp. Known as the FMC Automatic
TeaMaker. the unit produces uniform,
high quality tea consistently, speeds
customer service .uici
induces the time and
labor of tea preparation. It provides its
own source of water heated to the ideal
temperature for brewing tea. This water
ADLER
control
riCKETAK.
General Register Corp.
43-01 Twenly-Se

'i

I
,
about PEOPLE / and PRODUCT
William P. Lane. Prank R. Zierer and
Hugh J. Knapp have been promoted by
Eastman Kodak Co. Lane, manager of export
.sales and manager for Kodak's affiliates
in Latin America and the Par £^t,
has been named a.ssi.stant general manager
of the international division. Zierer. who
has been assistant manager of Kodak Mexicana,
Ltd.. was advanced to assistant manager
for Kodak affiliates in Latin America.
Knapp. assistant manager of the export
.sales department, has moved up to manager
of the department, succeeding Lane.
Ounng the con.eniion of the Notional Ann ol Conccssionoifcs in Miami Beach, Flo , in November,
the memberi ol the board ol directors got together lor their annual meeting, garbed in keeping with the
Hondo climate From lell, and reading counter clockwue around the table: Lee Koken, RKO Industries
Corp ,
New York City, NAC president; James O Hoover, Martin Theatres, Columbus, Go ; Hy Becker,
Bonomo Korday Gold Medal Candy Corp, Brooklyn, N Y , Arthur Segal, Selmix Dispensers, Long Island
City, N. Y ,
Irving Rosenblum, The Savon Co , Poterson, N J , Irving Singer, Rex Specialty Bog Corp
Brooklyn, N Y ,
Philip L Lowe, Lowe Merchandising, Boston, Mass , Van Myers, Wometco Theatres, Miami,
Flo, Bert Nathan, Bert Nathan Interprises, Inc. Brooklyn, N Y , NAC chairman, Harold Chesler,
Theoire Candy Distributing Co , Salt Lake City, Utah; Dick Tully, representing the Las Vegas Chamber ol
Commerce at the meeting, Larry Blumenthal, FlavoRite Foods, New York City; Theodore Melond, The
Albert Dickinson Co, Chicago; Melville B Rapp, Apco, Inc , Long Island City, N Y , and Thomas J
Sullivan, executive vice president, NAC, Chicago
William J. Wawrzonek. who played an
important role as an industrial engineer
m the development of the first ice cream
pint vending machine made in this country-,
has been appointed district sales man-
Iyour theatre
jci^t
• :i/* -jr^ Ml
deserves
SHOW-SELLING
^ATTRACTION
AND
LETTERS
PANELS!
awr in Wisconsin, Minnesota and Iowa by
the Bally Case and Cooler Co.. manulacturers
of refrigerated display cases and
walk-in coolers. Leon Piince. general sales
manager, in announcing the appointment
said that Wawrzonek would esiablisii
headquarters in Milwaukee.
Blair Foulds, vice-president and director
of the Industrial Pioducts Division,
General Precision Laboratoi->-. Inc.. has
announced tlie appointment of Nathaniel
M. Marshall as associate director for sales
in the division. Marshall, who had been
national sales manager for GPL industrial
products since December 1955. also had
served as the division's eastern regional
sales manager.
Seaboard Floor Coverings. Inc., subsidiary
distributing organization for A. & M.
Karagheusian. Inc., became exclusive
wholesale source for Guhstan carpets in
the greater New York area effective Jan. 1,
1958. as replacement for the Empire Carpet
Corp. and the Wornock Mills. Inc. Wor-
withdraw from distribution
nock Mills will
of the Gulistan line in New England at the
same time, but will remain exclusive distributor
of Gulistan carpets in western New
York state and northern Pennsylvania. Empire
Carpet Corp. will remain in New England
as exclusive Gulistan distributor.
Seaboard, in addition to
taking over the
greater New York area, will become the
wholesale source for Gulistan carpets in
northern New Jersey. Long Island. Westchester.
Orange, Rockland and Sullivan
counties. The company at present is distributor
for southern New Jersey. Pennsylvania.
Delaware. District of Columbia.
Maryland. Virginia. North Carolina. parU
of West Virginia and Ohio.
James M. Delaney, senior partner in the
accounting firm of Delaney & Woods, has
completed a 21 -month assignment with the
Ciutiss Candy Co.. during which he was
given responsibility for initiating and carrying
through a program of streamlining
management and operating efficiency. On
September 23. the company authorized
payment of $610,000 in preferred stock dividends
in 1957 and early 1958. which William
C. Jakes. Curtiss president, attributed to
the effectiveness of Delaney's program. Delaney
served as chairman of the board for
Curtiss from September 1956 to Dec 31.
1957.
WAGNER SIGN SERVICE, INC.
?l» S HOYNf AVtNur • CHIC«CO 12, IlllNOIS
CALI CARBON COUPLERS
,^^
Let You Burn All the Carbon /^^ '
"They're Expendable"
The most popular carbon saver Used by more They COSt leSS than jUSt the repairs On
theatres then ALL other mokes COMBINED. high priced QutoiTiotic sovers ond are
^.Al.
u,w HI F,dclll» « W.alharproot
MOBILTONE c!ar
SPEAKERS
fAih ComplHi with Co'ltd Cordi
SANDLER MANUFACTURING CO
'.n ^^, All TO-v 1 92«
t
Clr

• toxorr ici MiioitiTt*
• IXNItlTO* MAS NIS MV
• riATUDI KILIAU CM««1
• rC«TUR( RtVllW OKCST
• Rfviiws or rtAiuits
• SHOiirj (tiiAsc CH**T
• JMO*r SUBJICT fitvitws
• SNOWIXNOISIIC
tot AS
BOXOfflCl
THC GUIDE TO BITTCR BOOKING AND 8 U S I N £ S i B U I L D I N G
Theatres Join Dallas Fights Its Waistline' Campaign
Passes Offered by Interstate Houses
In Citywide Weigh-ln Gimmick
Interstate Theatres of Dallas stepped
right into the midst of current events by
putting Its weight of ten theatres t>ehmd
a •Dallas Fights Its Waistline" campaign,
which Is tjelng conducted by the Times-
Herald there. KRLD-TV and the DaUas
County Medical Society,
Dieting and overweight has become a
topic of conversation in this U. S.. which
apparently Is growing in wal.stUnc as well
as in numl)ers—a topic almost as engrossing
as the weather, and special diets, reducing
drugs, get almost as much public
attention as Sputnik and other missiles
When the Tlmos-Herald and KRU3-TV
began receiving more than 1.000 requests
dally for their booklet on reducing diets.
the inventlTe Interstate Theatres promotion
department came up with a gimmick
of Its own to help the popular cause—and
put Its ten local theatres in the campaign
spotlight.
rrs coiNC. gre.\t
"The campaign Is going great m the theatres.
" reports Hal Cheatham of the Interstate
office.
It works something like this (the rules
reprinted herewith expaln It fuUy>: The
set piece shown In the accompanying photo
Is placed near the door of each theatre,
next to It is a set of scales Theatre patrons
are encouraged to weigh themselves.
The poundage Is noted in a notebook at
each theatre Five months afterwards the
same persons drop by the same theatre and
weigh again. The weight Is noted and also
the loss, if any If the loss Is ten pounds or
more, passes are awarded, on the basis of
ten passes IT the "reduction" Is ten pounds,
plus one pass for each pound lost over ten.
Ftor example. U a person shows a loss of 1
pounds, he recelTes 11 passes. If the loss
Is under ten pounds, he Is not eligible
The Times -Herald and the TV sUtlon U
publlcLzins the campaign as a dtywlde
health effort pointing out the dancers of
orerwctght Dozens of clrlc. senrlce and
social clubs are showing the film. The Ordeal
of Thomas Moon." which depicts the
everyday iroublea of an average fat man
Doctors dramatise the prrlU of orerwctght
Many groups of office workers, housewives
and business executives have banded together
In weight-reducing groups. The
Timcs-Hcrald Is mailing a reducing booklet
to all who ask for It.
The IntersUte welgh-ln date expires
March 1; passes are awarded for the specl-
Iied reductions up to five months later.
niE RILES
1 Weigh on the scales placed near the
door of this theatre.
2 Have the doorman or the theatre manager
verify your present weight for the
theatre's records.
3. Return to this theatre not later than
five months after the Initial weighing
and have the weight loss checked and
verified by the theatre manager or the
attendant.
4. To be ehglble to win passes to this theatre,
each person must lose at least ten
pounds.
b. A person losing at least ten pounds will
receive ten passes to this
theatre
6 Pot each pound ovtr ten pounds the
management wUl give you a pass for
each pound lost.
7. Persons may weigh and record their
loss (weight) at any Interstate theatre
In Dallas. Howewr. they ma'«t weigh
and will be eligible for the free posses.
one time only in only one particular
theatre
B This weight loss-fr«e pass offer Is valid
only five months from your first welghln
date
9 The welgh-ln date expires March 1.
1958
10 If m doubt and you are overweight
see your doctor.
Kwoi' Tun* in Bgh Spot
The River Km March-Colonel Bogey"
muMc fmm "The Brldgvon the River Kwal"
has hit the No 1 poalUoo on the Audience
Coverage Index of nost-playcd hinas oa
the radio.
I
JOIN
jttry Rrrnoldt. right, monogcr of Ihc Tovtr
Tkcairt in Dolloi. learnt Iron) Iht Koln tkot
b« mar ho'C to |Oin Kit own companr'l contnt
bting offered in conncio lotn ot Icail ft*
poundt in the neil fi't montkt—o«t patt lor
t'cry pound
Cultivates New Customers
By Appealing to Parents
Joe Pedruccl. manager of the Roxy Theatre.
Springfield. Ill . awarded parents of
the first ten babies twm in 1858 a pair of
theatre tickets which may be used any
lime this year In presenting the tickets.
Pedruccl invited the parenu to enjoy "»
night out at their convenience."
Pednjccl alio made him.vlf and his theatre
popular with parents the Monday before
ChrlsUnas with a baby-sttUng moUnee
fraturlng Walt DWney's •'Dlsneyraina
Tlie iJtUest Outlaw.' Johnny Applesecd'
and eight color cartooru " ThU program
was shown at 1 and 3 30 p.m .%o mothers
could get in the final gift purchases while
Um youngsters were at the theatre
BOXOrnCE Sho duar rtto i. IMS — 25 — 1

A
Oscar Nominees Monday 17th; Other
Exploitable Dates for February
February Is the shortest month in the
year but it Is long In money dates for the
alert showmen.
A little more than two weeks from the
time of this Issue the Academy Award
nominations will be announced, marking
the 30th annual Oscar derby, which will
reach a climax March 26 when the winners
will be announced and the Oscars
presented.
A plan for capitalizing on the nominations
include publicity for the local newspaper.
A personal coll on the editor is In
order so he will be waiting for the prepared
material and be able to make the
early editions. Make sure he knows what
the nominations mean to your theatre and
also to amusement page readers.
Similar calls should be made on the
radio and television editors.
Lobby displays and other promotions
should be ready soon for the nominees.
Other February exploitable dates:
Feb. 9-15. National Boy Scout Week—
week offering excellent opportunity to
build goodwill by reaching the parents
through the boys. Contact local Scout
officials and have them arrange for
troops and packs, in uniform, to show
Sophia Loren Look-Alike
In Lobby for Amateurs
The day after Carol Montour, 110 lbs.,
35-23-35. was chosen as the girl in the
Twin Cities who looks most like Sophia
Loren. in a promotion for "Legend of the
Lost" at the RKO Orpheum in Minneapolis,
the National Camera Exchange there
ran a three-column ad in the Morning
Tribune and the Star, evening paper, inviting
amateur photographers to the Orpheum
lobby to photograph the "Twin
Cities MLss Sophia Loren."
Copy read: "Amateur Photographers:
Big Prizes. Big Thrills photographing tht
glamorous Twin Cities Miss Sophia Loren
. . . Win wonderful prizes, shoot glamorous
photos to your heart's content. Bring your
camera to the lobby of the RKO Orpheum
Theatre where the glamorous queen will
7:45 p.m. . . . Contest
pose for you . . .
gpon.sored by National Camera Exchange."
The ad appeared the day after slde-byaldc
photos of Miss Loren and Miss Montour
appeared In the newspapers, climaxing the
contest.
The Orpheum gave 100 tickets to Stillman's,
new .lupermarket. in return for a
large-space announcement on the film In
a iwge grocery ad.
'Pet' Records to Deejays
Radio dl.'.c JfKkfys the country over arc
receiving from Columbia Records Doris
Day's waxing of the title tunc from
"Teacher's Pet," which Paramount will rcleaae
next «prln

ill
'Slim Carter' Fills
Till in Small Cily
Jack Marshall. mannKrr of the F^uiuo
Tlictttrc In DyersburB. Teiui.. submitu-d Iho
wiimliiK campiviKii in the December showman.shlp
competition of Uie Crrscciu
Amusomtni Co. circuit, whose hcndquuruis
Is at Naahvllle. Tcnn. Sho' Stuff, tiie
Crescent publication, reports Marsttall.
seUUiK "Slim Carter." did 150 per cent of
hU average business.
8U-9(ieet cutouts of Slim and Tim Hovey
were used on a top-of-the-marquee display
with two-foot letters sptUinR out the film
title, illuminated with 65 light bulbs. This
display unit went up three days before
opening.
The street ballyhoo was particularly effective
In Dyersburu. A local six-footer
was dressed as Slim Carter and a very small
boy as Tim Hovey. or Shorty. On the sixfooter's
back was a sign which read. "I
am SUm Carter . . . See me at the Prances
Theatre Sunday. Monday. Tuesday." On
Shorty's back the card read. "I'm Shorty.
I cut "em down to size. Ill be there, too."
These two walked the streets most of
Saturday before the Sunday opening, passing
out heralds on the picture.
Marshall reports the gag was so effective
the patrons expected to see SUm Carter
In person at the theatre.
'Witness' Preview Ads
Start New UA Policy
l:.:' \1 Artists launched in New York Its
new program of off-the-amusement-page
advertising and special previews with an
ad Inviting readers to attend an advance
showing of "Witness for the Prosecution"
at the Astor Theatre on Broadway. The
three-column insertion was headed. "Wanted'
1.080 Witnesses!" The ads ran on page
or 3 ' of the New York Times and In the
2 I
Dally News on the 20th.
Copy asks readers to write to the Astor
for preview tickets and mention cluba.
community groups or other orgtmizatlons
with which they may be affiliated. The preview
campaign Is designed to develop wordof-mouth
support for the film.
Off-the-amusement-page placement of
the preview ads In line with United Artists'
recently announced policy of directing
more and more of lis promotional effort
to segments of the audience that don't regulArty
read the amu.iement page.
The 1.080 scats allocated for the preview
represents almost 90 per cent of the Astor's
full capacity of IJOO.
A co-op ad campaign for "Witness" by
the Inclln-Ator Chair Co. will be kicked off
In eight major magazines. The quarterpage
ad features a scene from the scre«n
version of Agatha Christie's hit play,
sbowlnir co-star Charles I>Auirhtnn riding
•
-Ator Chair. Th' -vt will
:i the February Iss'. ..e and
Garden and the Atlantic Monthly, and
later In the New Yorker. American Home.
House Beautiful, the Christian Herald.
Harper's and the National Oeocraphlc
BOXOmCE ShowmandiMf Peti t. IBM
Matinee Financed by Merchants Fills
Neighborhood Theatre Each Saturday
This i> ticw ol the crowd of youngtlcri,
upper photo, »ho ottcrid free >ho« crery
SoturdoT morning ol the Villa Theotre in
Soil Loke's luburb of Sugar Houic. Adjacent
photo: Dick Frisbcy (left) greett o few of
the youngiteri who regulorly fill the Villo
Theotre to ortf capacity.
Cooperation between a theatre and a
community on children's shows Is paying
off for Dick Prlsbey. manager of the Villa
in Salt Lake's suburb of Sugar House. For
the past three months, the theatre has
been running free shows for children every
Saturday morning. Free tickets art dlstrlbutiil
by ten merchants—a cafe-restaurant,
a lumber company, a plumbing shop,
an egg dealer and several Independent and
chain grocery stores.
The tickets may be used by adults as well
as children. They are given to anyone asking
for them. No purchase Is necessary.
The stores pay the tl2S cost of the fUm
each week.
In consultation with PTA and community
groups, Frisbey hnes up the program
each Saturday morning. The show consUta
of films from the Children's Library
of Motion Pictures — Disney featurrtlcs,
cartoons. "Ma and Pa Kettle" features.
"Francis " shows or similar attractions.
Frtsbcy belleres the protcrmm has attracted
betwprn 20 000 and 30.000 persotu
in the time it has btun running. He has
always had a capacity house. H« aoyi many
Saturdays ha sees a father or mother brlitc
as many as five or six children to the show.
And how does this help the theatre?
Well." Frisbey says. "I believe we are
promoting the movlegolng habit In thousands
of youngsters and I know ws are
— 27 —
getting adult trade for our recular shows
berau.sc I see some come back during the
next week."
Another considerable Item Ls the 1150
to $165 business each Saturday done at
the refreshment stand of the 1,500-Mat
Villa.
Iowa Theatre Provides
Rides for Its Patrons
A new approach to the theatre buslneat
was announced recently in Audubon. Iowa,
when John Rrnflle. owner of the Rom
Theatre, said he will provide transportation
for adults attending movies. Those
wishing rides may call the theatre from
Monday through Friday between 0:30 and
0:45 pjn Rides home will also be provided.

"Closing
Tabloid Herald Does Good Job When It
'Gives News'-An Example From England
PnPkPT -UlLi of the promotion will be pre-
:

.^nd
National Pinup Contest
In Playboy for UA Film
A aaHoi..u t-r.Uit to find Uu- girl of
1958 wlio moat closely rrftrmblrs iht wrllroundrd
ptnup b«auUrs of World War II
hiLs brt'n arrAngvd with Playboy magaxlnr
r of Run Silnu. Run Drancmsler
itnd Clark Qablc.
Rogrr H Lfwis. I'nitrd AriisUi ud-pub-
UcUy director, explained the contest to
find •the girl they left behind" will bring
five regional finalists to Hollywood. The
grand winner will receive a screen test and
a contract with Hecht-HiU-Lancaster
Details of the promotion will be presented
m a two-page spread in the Pi-bruary
Issue of Playboy.
The panel of judges Includes producer
Harold Hecht. Rita Hayworth. columnist
Earl Wilson, artist FYita Willis, who created
the pin-up used in Uie film, and HuKh
M Hefner, editor-publisher of Playboy
Any girl In the U. S. Is eligible and may
enter by submitting a photograph of herself
In a pinup pose. Entries should be
mailed on or before March IS to Hecht-
HlU-LAncaster. 'The Girl They Left Behind"
Contest. 202 North Canon Drive.
Beverly HllU. CalU.
Teenage Bandstand Above Theatre; Its
Combos Fill
House Four Nights
Sells 'Ski Crazy' Short
For Fine 4-Day Gross
Here s what one manngpr, just one manager,
did with "Sid Craw" a short subject
for a nice four-day gross. He's Chuck
KroU. Cooper Foundation Theatres showman
In Lincoln. Neb. He reports:
"Mailing pieces on "Ski Crazy' were sent
to Pikes Peak Ski Club members. Sno Jets
Club. Pine Arts members and all Ski clubs
In the sUte. total of
1.028 In all were sent.
•Pike's Peak Ski Club announced at their
meeting the playdates. also posted posters
at the college. 100 11x14 window cards
were distributed In windows, ski shops and
hardware stores. Leaflets were passed out
after school at the main high school.
KRDO played the 'Ski Crazy' album and
plugged the picture two days. Special
40x608 were made up using the one-she«t«
on "Ski Cnuor.'
'Leaflets were passed out two weekends
at the Pikes Peak Toll Gate and one she«ts
were posted at the snack bar' on Pike's
Pvak skiing area."
Jimmy Fidler Contest
Good for Extra Cash
A Jimmy Fldlcr contest, promoted on a
local radio station, was good for some extra
r*- venue at the Cmpltnl Theatre In
Madlsonvtlle. Ky James McI

BOXOFFICE
BAROMETER
Thif ctiort recordl the pcrformanc* of current attractioni in the opening week of iheir tirit runi in
fht 20 key citiei checked. Picture! with fewer than five engagement! ore not listed. Ai new rum
ore reported, rating! are added and average! revised Computation is in terms of percentage in
relation to normal grosses o! determined by the theatre managers With 100 per cent as "normal,"
the figures show the gross rating above or below that mark.
(Asterisk * denotes combination bills.)
.rrsassssrss;
Tssm^s^sssr^^a^XEssssKsnrsRsa^^
•Abominable Snowman, The (20th-Pox) 100 80 200 100 95 100 75 100 80 50 80 85 80
April Lore i20th-Fox)
200 125 150 190 140 150 140 133 250 225 80 250 110 140 120 125 250 125
BiUsy Face Nelson (UA)

Am tNl««»r«f«ll«« analvtl* •# Mv ••« r««4«*r*«« f«vi««ft. fk* #!«• ca^ mMM- .
4*«»« •» ii««ill I.Ull>«i »> cv>t«>ii r«.M>a, a»«al«4 rv«aMr«i TkM «•••»••>< x^tm
o » «l an AirMAtlTICAl INDIX !• •••l»i« i«i«a.«, tok^ \J «*imi«< lOlOMicI
• Im llkbon Axfd WioiM' fhaioftapkf -i C*>«f. C C'»««»»

6V
Pan
1
REVIEW DIGEST Very Good, Good. Fail Poor. Vrrv Poor tn the jummorv n rated 2 plusd, 0\ 2 mmuici
11
£ '
3
^160 OKiu TbM I* Ht (101) O Cm. 20-Fai U- 9-S7 -f
nn lUi tl Vfiit«ann (73) Mnitn WB t-lT'ST ±
2iaSOlM> T ri>tr. nt
(941 C Rcanlic Cmitdir U-l
7107 laix UntnoOT. Th« (7B) C A^V "'*
JlsaoiX"^ of (hi Lnl
(109) T Atfiarlivt Oriai U*
2'. l.-.Un Cirit (114) C Mui'Coia UGM
2.-: '.Lilt Bt Huar (93) C Con/Min. AA
?l'wL.nj Hiul. nil (B8) Action Or. Cal
21'. .Lnt SItin ol trie Aauani
(81) Aditnluri Dilau . U-l
2124 Olnt UttHT. Tki (82) Coa. Cant'l
2097 le>

nm» tt In M'oOkMaL O

.
.
Doc)
.My.
SF.
Doc.
Red
©
Th« hey lo (•ttcrt and combinoftont fh«r«ot tnduoting ttorv typ*. (Adi Adv«ntur« Oromo; (Ac) Action
FEATURE CHART Ofoma; (An' Animotad-Action; \C' Comtdy; CO Comcdv-Droma; (Cr) Crime Dromo; (DM) Dramo
wtth Mutic; I Oocumtntorv; D Dromo; F Fontoty; iFCi force -Comady; (Ho) Horror Dromo; (HI)
Hiitoricol Dromo; iM Muiicol; Myi Mystery; 00' Oi'tdoor Dromo; (SF) Science- Fiction; (W) Weitem.
RANK i X.
REPUBLIC
20TH-FOX
UNITED ARTISTS g gg
UNIVERSAL-INT L
id
>-
<
s
,1t Thi Miapon (80) Ac 5611
8tctarcla Mean
OThe Rciless Breed (81) W 718-7
Rrull Rrad). Anne lUnrroft
Way lo the Gold (95) « Ad .717-9
Hlirrre North. Jeffrey Hunter
China Gate (96) NjiJit. Cornell Borchen.
Mirhol Ray
Touch of Eril (113) D. SS15
rhailion Hnton. JanH Leigh. Or-
Kin Weliti
L
10 POXnrriCE BookinGuiHo Fib 3 1968

Ma
riM k«i I* l«tt«ri an^ f anklnallaat lk«M«l b>4ta«ltot »'—y ftp*' tA4l *«*wMara 0««a>«, IA«I
Or«a>«: Am AnlmOad-Adlaa. ,C< C««

Sep
Nov
.
I
Jan
.
. .
Feb
^HORTS CHART
Short
lubixti, lti»»d by comi.onr. In ord«r ot r«l*m
WALT DISNEV CLASSICS
(Technicolor Rcilluet)
74111 Ounbfll ol Ihc Yukon
(7) M»r57
74112 B«n< Trouble (9) Hv 57
74HJ WInde. CltJ-ir-i (P ,)
COLUMBIA
ASSOHTtD
FAVORITES
(Trchnlcolor)
2ed (8) Sep 57 ...
W-962 Jerry and the
Lion (7) Sep 57 ...
W-963 Goldilocks ud the
Ihiee Bears (11).. Oct 57
W-964 Texas Tom (7) Not 57
W-965 The Fishing Bear (8) Nov 57
A-966 Tom & Jerry in the Holly-
.
..Oec57 ....
wood Bool (7) .
w-967 The Milky Way (8) Jan 58
W-968 The Midnight Snack
(9) Jan 58
W-%9 Cock-a-Doodle
Dog (7) Feb 58
W-970 Casanova Cat (7) ..Mar 58
W-971 Daredevil Droopy (6) Mar 58
W-972 Jerry and the
Goldfish (7) ... Apr 58
W-973 D'ooiiy's Good
Deed (7) May 58
W-974 Jerry s Cousin (7) May 58
W-975 Symplwny in
Slang (7) Jun 58
W-976 Sleepy-Time Tom (7) Jul 58 ..
W-977 His Mouse Friday (7) Jul 58
W-97g Puss 'N' Tools (7) Aug 58
PARAMOUNT
CARTOON CHAMPIONS
(Technicolor Reissues)
S171 Deep Boo Sea (7) Sep 57
S17-2 Spunky Skunky (7) Sep 57
S17-3Cat-Choo (7) Sep 57
S17-4 Audrey the Rainmaker
(8) Sep 57
S17-5Cat Tamale (7) ...Sep 57
517-6 By Leaps &
Hounds (8) Sep 57
S17-7 Scout Fellow (8) Sap 57
S17-g Cat Carson Rides
Again (7) Set 57
S17-9 The Awful Tooth (7) Sep 57
S17-10Law & Audrey (7) Sep 57
S17-11 City Kitty (7) Sep 57
517-12 Clown on the Farm
(7) Sep 57
CASPER CARTOONS
(Technicolor)
.
E116-3 Hooky Scooky (6) Mar 57 -f
B16 4 Peekaboo (6) May 57 4
BIG'S Ghent of Honor (6) Jul 57
B16-6 Ice Scream (6) Aug 57
(1957-58)
B17 IBoo Bop (7) 57
B17 2 Heir Restorer (6) Jan 58
BI7 3 Spook and Span (6) Feb 58
HERMAN k KATNIP
(Technicolor Carlttns)
1116-3 Sky Scrappers (6) Jun 57 «
H16'4 From Mad to Worse
Aug 57
(6) .
(1957-58)
H17 1 One Funny Knight
(6) Nor 57
H17-2 Frighly Cat (6) Mar 58
NOVELTOONS
( Technicolor)
P16 4 Fishing Tackier (6) Mar 57 It
P16-S Mr Money Ghs (7) Jun 57 H
P16 6l'Aaiour the Merrier
(7) Jul 57 ^
(1957-58)
P17-I PttsuH Psvl (6) Sap 57
P17 2 Jumping With Toy (6) Oct 57
CO I' £a
6- 8
6-29
11-23
6- 8
6-29
11-2)
P17-3 Jolly the Cloon (6) Oct 57
P17-J Cock-B-Doodle Dino
S'S 'a C'S I
iO OC K O C
.
.
(6) Ok 57
P17'5 Dante Dreamer (6) Jan 58 ...
P17-7 Grateful Gus ) Mar 58
(
POPEYE CARTOONS
(TKhnicolor)
E16-5 The Crystal Brawl (6) Apr 57 + 6-29
E16-6 Patriotic Popeye (8) May 57 4 6-29
E16'7 Spree Lunch (6) Jun 57 44 11-23
POPEYE CHAMPIONS
E17-1 Tops in the Big Top
(6) Set 57
E17-2Wotta Knight (7) Sep 57
E17-3Tar With a Star (7) Sep 57 ...
E17 4 How Green Was My
Ssinach (7) Sep 57 ....
E17-5 Fistic Mystic (7) Sep 57
E17-6Salari So Good (7) Sep 57
E17-7 Baiking Dogs Don t
File (7) Sep 57
E17-8 Baby Wants Spinach
(7) Sep 57
20th CENTURY-FOX
MOVIETONE CINEMASCOPES
(Color as Indicated)
7703 2 Future Baseball
Champs (7) Mar 57 4 7-27
7704-0 OBIuetin Fury (8). Apr 57
.
7705-7 laOrient Express It
May 57 ...
Hong Kong (9) . . .
7706-5 OGuardians of the
North (8) Jun 57
7707-3 OTempo ol Tomorrow
(9) Jul 57
7708- 1 OSwamp Boat Sports
(9) Aug 57
7709-9 ©Midway Medley
(8) Sep 57
7710-7 OJoufney Thru Ceylon
(9) Oct 57
7711-5 ©Trotters and Ptcers
(9) Nov 57
7712-3 ©Legend ol the Orient
(9) D« 57 ....
(1957-58)
7S01-4 High Divers and Dolls
(7) Jan 58
7802-2 The Jumping Horsa
(9) Feb 58
7803-0 Wild Race (or Glory
(..) Mar 58
7804-8 Transcontinental
(10) Apr 58
MOVIETONE SPECIAL
7805-5 Queen Elizabeth Hailed by
U. S. and Canada
(15) Jan 58 ....
TERRYTOONS
(Technicolor)
5733-1 Phoney Baloney in African
Jungle Hunt (/) . Mar 57 4 7-27
5734-9 Dimwit in Daddy's
Little Darling (7). Apr 57
5735 6 Love Is Blind (7) May 57
(1957-58)
5S01-6 Clint Clobber in Springtime
lor Clobber (7). . 58
5802-4 Dinky In It's a Living
(7) Feb 58
5803-2 Gaston Le Grayon in Gaston's
Baby (7) . Mar 58
58040 The Juggler ol Our Lady
(9) Apr 58
TERRYTOON TOPPERS
(Technicolor Reissues)
5736-4 Mighty Mouse in Beauly
On the Beach (7) . Jun 57 ....
5737-2 Dingbat In All This and
Rabbit Stew (7). Jul 57
5738 Bearer Trouble (7) Aug 57
5739-8 Mighty Mouse in Goons From
Sep 57
the Moon (7)
. .
5740-6 Nulsy in Squiml
Crajy (7) Oct 57
5741-4 Helpful Genl (7) Nov 57
5742-2 Mighty Mouse In Injun
Trouble (71 Dk 57
(1957-58)
r831'3 Mighty Mouse In Witch's
Cat (7) Jan 58
5832-1 Woodman Srare That TrK
(7) Feb 58
5833-9 Mighty Mouse In Mysterious
Stranger (7) Mar 58 .
5834 7 Heckle and Jeckle in Happy
Landing (7) . Apr 58
TERRYTOON-CINEMASCOPES
(Technicolor)
S703-4 Beefy in a Bum Steer
(7) Mar 57
5704-2 Sniffer In the Bone
Ranger (7) Apr 57 .
5705-9 Gallon Is Hera (7) May 57 ..
5706-7 John Dormat In Shove
Thy Neighbor (7) Jun 57
5707-5 Clint Clobbrr's Cat
(7) Jul 57
5708-3 riebus (7) Aug 57
UNIVERSAL-INTERNATIONAL
COLOR PARAUt
Vi74 Junior Jaaborae (91 Mar 57 « 4-13
3675 Crossroads of Ihc
Ages (9) Mar 57 4 4-U
3676 Tlie Lion Dancers (8)
- Jul 57
3o77 Hurray All Boats (9) Sep 57 4 7-27
3678 A drirf Case (9) Oct 57 4 B-10
MUSICAL FEATUHETTES
3655 Swinging' and
Singin' (15) Mar 57
3656 Riot in Rhythm (16) Apr 57 4 8-10
3657 Dance Demons (14) .May57 4 8-10
3658 The Goofers (16) Jun 57 4 8-10
3659 The Elgart Touch (15) Jul 57 4 7-27
SPECIAL (Two Reel)
3601 ©Song ol the Crape
(20) Mar 57 H 4-13
VARIETY VIEWS
3692 Monkeys Are the
Craiiest (9) Mar 57 4-13
3693 Bears Go Rural (9) Apr 57 4 5-11
3694 Brooklyn Visits Detroit
(9) May 57 4 4-U
3695 Your Zoo (9) Jun 57 4 7-27
WALTER LANTZ CARIUNtS
(TKhnicolor)
3614 Plumber ol Seville

Sun.
:
;. M.
ALLIED ARTISTS
KriciiUI) l'rr\UA.\loii (AA)—
Oary Cooper. Dorothy McOulrr.
M«rJorlc Mnln PlMycd this one
for ThimkaKlvlnic and couldn't
hikvr made • brttrr choice Many
fine comnienLs from our iwtroius
cooper wa.1 terrific If you
h»ven"t played It. you're mLislnt:
jomrthltiR Played Wed . Thurs.
Weutiitr Pair— A'. Madril, La-
PUm Theatre, Antonlto. Colo.
Pop. 1J55
Lct'a Be Happy (AAi—Tony
Martin. Vera-Ellen. Robert Flemyng
If we had Kl\°en this one a
d«v«"nt chance. I hone.slly U»lnk It
would have come through, but
since we played It Just before
Christmas It did not do us any
good. The picture U worth (rood
playing time. Played Wed.-Sat
Weather Cold — Harold Bell.
Opera House. Ooatlcook. Que.
Pop 8.341
Net of This Earth «AA)—Paul
Birch. Be%-orly Garland. Morgan
Jones. Doubled this with "La5t of
the Badmen." This is quite a
hair-raiser. Will scare the kids
and drive them out to the lobby
to hide under the manager's wing
Played Frl . Sat. Weather: Pair.—
Michael Chiaventone. Valley
Theatre. Spring Valley. 111. Pop.
5.123.
Spook Chasers (AA>— Huntz
Hall. Stanley Clements. Darlene
Fields. Whafs left of the Bower>-
Boys is still good for a lot of
laughs from the smallfry. but
they only pay 15 cents to get in.
Big kid business, but not enough
money in the bank. Played FTl..
Sat . Weather Pair —Michael
Chiaventone. Valley Theatre.
Spring Valley, ni Pop 5.123.
Top of the World (AA)—Dale
Robertson. Evelyn Keyea. Frank
Lorejoy. Played this as lower
half of double bill. Came home
and found the family watching
the same (Urn on TV as a late.
late show. Just how bad can It
get? Again the mercenary attitude
of the dlstrlt>utor Is cutting
our throats. Played Frl. Sat
Weather: Clear and cold.—Duane
BDlckson. Park Theatre. Wauloma.
Wis Pop 1J70
COLUMBIA
Jeanne Eaxels iCoI> — Kim Novak.
Jeff Chandler. Agnes Moorebead.
We had tome extra adult
trade on this one. which was
larprlslng. The kids and teener*
woodered who Mis* Eagela was.
Played Sun. Weather: Snow.—
Michael Chiaventone. Valley
Theatre. Spring Valley, ni. Pop.
SJ33
Jaaaae Eagcto 'CoD—Kim Novak.
Jeff Chandler. Agnea Moorebead.
A really good abow. but
anmebody goofed again and forgot
to nut this in color With a
background. It would
.'^avc Improved It a lot
^!> >u,Uun.i are beginning to oompl.\:n
about the lack of color In
product being released. I believe
that when color Is left out of a
picture It not only hurt« that
picture, but the Industry as a
whole If It Is In black and white,
they are not Imprened enough lo
come back again soon. Played
-iHw^wa
Sun. Mon Weather Oood - b
Bertflund. Trail Theatre. New
Town N I) pop ijoo
Top Combo
DoiiMril 'Molorryrlr flmic**
iind "SiiriM-Uy (Url" anil bii»lnr^nwlir.
It l« nnr f (hr brat
ronibliu(liiii.n I'Tr plavrd. The
tM-nagm r:uiie In Urge number*.
Thr i\>y% went for "Gang"
and thr guN went fnr "- ! Orpheum
The*tre, — .'-i .
Minn
Pop 390.
JailhOM* Bock 'MOM)—DvU
Presley. Judy Tyler. Mickey
Shaughneaay. Pra^ may be
packing 'em In. bat this la not
the pla'- nnpmaSeape tn black
rid «: ^'irth It Played
Wed. i .--ather: Soow.—
Michael Cluavcotone. Valley
Theatre. Spring Valley. lU Pop
3.123
IJlUr Hat, The fMOM)—A»»
:S.
XHIBITOR HAS HIS SAY
I larfiiirr I f.w ifi .s
.
Granger Thin l* a
in t>ar».^ i-'' >"''
on
uiulrr-.'.i!;
!h
••.. 'iry
: v.'l.l
- - \:
Very guud MiiU the ikltuu U very
funny In place* Thl" plrtiire I*
I'...' t.»ir bent I havr it's
.•r'.iinly not the » It
I- ,1 ri- -A.'l.ir V"ll '..i.;.,,
v' .-..i!; W.-.i'.h. r
lUiry lIuAkliiiFoii. Orpluu... ;.,i
atre, MarleUa, Minn. Pop 380
PARAMOUNT
Funny l-are !'i-.i Auilrry
Hepburn. Fred A ' i:re, Kay
Tti riipson Till. Hf'uh Avenue"
]''.• : ire Is poLson for .small towns.
W::: .uinii'. It has t>eautlful color
.! ! M;.ry in VlstaVlslon By
:;ii' ii:i;i- '.he last show .ilarted we
had three left In the audience.
Played Sun Weather Nice —
Michael Chiaventone, Valley
Theatre. Spring Valley. Ill Pop
5.123
Loving Yoa (Para)—Elvis Presley.
Uzabeth Scott. Wendell
Corey. Started this on Christmas
night to excellent buslnes.-! Picture
finished okay. Presley does
a better job In thLt picture than
he did in his first one He U
boxoffice Played Wed. Thurs..
Frl Weather: Good —Mel Danner.
Circle Theatre. Waynoka.
Okla Pop. 2.018.
Trail of the Lonesome PInr.
The (Para)—Reissue. Sylvia Sidney.
Fred MacMurray. Henry
Fonda. And the producer wants
to sell these "hits" to TV. We
played this during Christmas
slump, a snowstorm aixd below
sero weather to the l)est two-day
gross (Weekend) In December.
outgTOsslng .Mich current product
as "3 10 lo Yuma." "Julie" and
"The Young Don't Cry " Let's be
smart and let TV produce Its
own and give the new crop of
patrons the hits on the theatre
screen. Played Frl. Sat.
Weather: Cold— Ken Chrlstlan-
•wn. Roxy Theatre. Washburn.
N D Pop 913
REPUBLIC
Raiders of Old rallfomU
( Rep > -Jim Davis. Arleen Whelan.
Faron Young. Tried a double-bill
on Friday-Saturday
with "The Buster Keaton Story"
to no extra business. Both were
tn black and white and nothing
to get excited about Howertr, I
think 'RAlders- wUl do very well
in most small towns if they wUl
play up Marty Robblns and Faron
Young, who appear In the picture
I got maascd up on my advert
t^lng and lost a chance to do
above average burtne— . "Buster
Keaton" Is a cooMdy With the
laughs too few and far between
It featured the "troutries" side of
his life and not the funny side.
A mMake. PUycd TtX.. 9»X,
WmUmt: Pair and cool—Victor
Weber. Center Theatr*. Kenaett,
Ark^ Pop xaao.
ca n ial. !«. (Rep)—Robert
KHUoo. Patricia Wright. Paul
Rleli*rdiL X le* DO way that ihu
can baip anybody The few that
ABOUT PICTURES
o:d
r Uiyrtl '
Ain'.
20fh
11
A House, coaticook.
CENTURY FOX
Bernarillnr L'u'l; I', x Put
BtMjne. T' I
.r Ji>n

'
'
! This
•
Knillle
.
'"'
EXHIBITOR HAS HIS SAY FOREIGN FEATURES.
'OontlnuFd from preceding pare)
atre, Rod Wing. Minn. Pop
I0.645
True Story of Jexte James, The
' '- -• WriRner. Jef-
Mcxirrhead.
.1 of James
time
il with Bob
n the box-
The kids ate
It uj), liul Uitrc weren't enough
here f"r dinner Plnycd Sun.,
Mon V my.— A. Madrll,
I re, Antonlto.
Colo ii);i i .Da
UNITED ARTISTS
Men in War (UA^ — Robert
Ryan, Aldo Ray, Robert Keith.
Was hoping for another "Attack!"
but I did not get h. As for
a war movie, we found it very
slow moving. Plaved Wed.-Sat.
Weather: Cold. — Harold Bell.
Opera House, Coatlcook. Que.
Pop 6.341
Time Limit (VAt — Richard
Wid.ai.Trk. Richard Basehart,
June Lockhart. Good show that
did only average business. Played
Sun. Mon.. T^ies.—Jim Fraser,
Auditorium Theatre. Red Wing.
Minn. Pop. 10.645.
Trapeie (UA»—Burt Lancaster.
Glna Lollobricida, Tony Curtis.
Old and last to play, but a good
circus picture always does business.
We were .satisfied, but the
"B" rating kept it from being a
solid grosser. This "B" rating Is
.•itartlng to tell here. Results of
"Baby Doll" publicity. I suppose.
We never played It. Sure "smart."
Played Sun. Mon. Weather:
Springlike.—Ken Christiansen.
Roxy Theatre. Washburn. N. D.
Pop. 913.
UNIVERSAL-INTERNAT'L
Everything But the Truth
lU-Ii Maureen OTIara, John
Forsythe, Tim Hovey. Very good
little comedy with Tim Hovey
giving a great performance and
all the rest of the cast living
up to their good reputation.
Evryone .seemed to enjoy the
picf ire, ax well as yours truly.
A ?:trong average crowd both
nliht.s Plnycd FrI , Sat. Weather:
Good — F. L. Murray. Strand Theatre,
Splrltwood. Sask. Pop. 355
Night Pamage fU-Ii—Jame.Iib«
Hit E«»lltncy (84) 4-28-56
(Ilrmnnl l>lf I'ortmmn. CkD Purtrt
OKId tor Two Fatlhlnoi. A l>rTtl OIU Jolimon. llUni IViri
OMikt Ml in OftK p-
Three Feet in a Bed (78)
(J mini Fernandel. Geilnalne Monler»
Virtuous Scoundrel, The (90)
i/,.n,tlii Michel BInon. Marrierlle Pleio
Ae Are All Murdtfcrt (IIS) 2-16-ST
(Klnt^le)) Marcel Mouloudjl. lUyaaond P«4
li-gi In
Winner's Circle (88)
(Janu«i . Jean Cartller. Paul Frankeur
GERMANY
Cabaret (104) 12-21-57
(lULiri. I'aul Henreid. Bit Kerblcr
Oevirs General. The (120) 9-a-57
(I>CA| Curt Jurgem, Marianne Cook
Last Bridge, The (90)
(I'nI.in). Maria Schell, Bemlurd \Tlckl
last Ten Days, The (113) 5-12-56
(Col Infl) Albln Bkoda. Uotte TWneeh
.
GREECE
Bed of Grass (92) 12-7-57
(Tran--L'HI ..Anna Branou. Mike NKhoU
Stella (93) 10- 5-57
(Uiiriim) Mellna Mercouri. Gesrtei Fmmlas
.
ITALY
Cabiria (110)
lU.peri) . Glulleiu Mastna. Francois Perler
ODon Giovanni (157) 6- 1-57
(HC.M Cr^are BlepI, Lla* Delia Caa*
Gold of Naples (107) 4-13-57
I ICA). Sophia Loren, Vlttorlo de Blea
(
OMouse of Ricordi (112) 6-30-56
IMinsnn). Paolo Bloppa, Marta Toren
La Strada (US) 11- 3-56
ITraiis-Uii) . .Anibony Qulno. QluUetta
Mi-liia. lilrhard Basehart
(Fncllsh dubbed terslon alw available)
OMiller's Beautiful Wift,
The (92) © 9-28-57
IIX'AI. Sophia Loren. Vlttorlo de BIca M
Return of Don Camillo (110) 7- 7-56 V
(IKi:-SIi) . .Fernandel. GIno Cervl
ORi'iera (88) U-10-S6
lll'E-Sltl Martlne Carol. Baf Vallooe
2Sins of Casanova (104)
(Times) . Gabilele FenelU. Corlnne Calvet
Too Bad She's Bad (95) 1-21-56
(ilria Klii(>ic;l . .Bo|ihla Loren. V. de flea
Umbeito 0. (89) 12-3155
(FaI;> Harrison). C. Battbta. M Ca.hlrn Mlftine. K Tarhlgiita
OYant Kwti Pel (95) 11-17-56
(Ruena Vltlal Marhlko Kyo, M Mori
MEXICO
Roots, The (93)
(llarvLwnl Alicia Del taito, Carlos RoMea
(ill
RUSSIA
ORcmro and Juliet Ballet (961 9 1-S6
(Tnhan' Gallna I'lanova. Tori Bidamn
SPAIN
Fidra. tN DnlPi Daughter (102) ,
(Tlmev) Kami Penella, Vlneente Parra #
Marcelino (901 .
. 8-31-57 ^
(I'MPni Pabllio Cairo. Rafael Rivellai
SWEDEN
Naked Nlghl, The (821 7-21-56
(Tlmrvi Harriet Andrrtaon, Ake Oroeol>ert
Time of Desire. The (81 >
(JanuO Baibro Laruon. Margarrtha l«>ler
YUGOSLAVIA
Legends tf Anika (15)
(Grand Priae) . .MUina Dapesetc B (MMa
14 BOXOmCE BookinGuld* Pf* S. 1«MI

•
'
adds
rather
'
ng
...
'
Opinions on Current Productions
^EATURE REVIEWS
|f>ll e ««—tw Mi*t »Mt«tK»l>T; C CM«ii*t«*»«i T VlilaVMwtj t ta»n. >•• r«««r>« (Id*
The Sfory o/ Vfcfc/e
lltirni \ ivi.i los Mintitm KrI. Frb. 'SI
•f Homy
'hr lulr
roic ai -
!'!\
dubbrd ;
Victoria
-.1
•troni; .>
not add
tlnd ih.
U strtT.
r«c(cd b
thlA Is UvkIacrnn Koulcer. Krn Miller, .Suvtn r.>«ter
n 1
The Quiet American
I iillnl \rlUU iMWI I'" MIniilM
(irahuiii llreriie's
Amerlrnn In Iheme. >
irri-i'M.v (iui:"i; j).i.v.'.i.
turr .1 uction content ^
tale but one whir'- •• i.e headed
by Ulorgia M .< and dignified performance
a.s PhuonK. the lovely native girl who Is romantically
Involved with both the American and the E^ngllshman, and
Kerlma. who stand out In a bit role. The Chinese New
Year .scenes are colorful. A FlKuro production
\udle MurphT. Mlrhjiel ltedfr.-iTe. Claude Dauphin,
(iioricla Moll. Bruce Cabot. Kerlma. KIrhard Loo.
Oregon Passage F ^^i*l
e
Wnltni
Allied .\rtists ij::!7i R2 .Minute* Rel. Dec. 29. "57
There i.s sufficient of Injun fighting, action, gore and
other standard western Ingredients to sate the desires of the
most devoted dl.sclples of celluloid a-la sagebrush. Spectators
of more general and somewhat discriminating tastes may
be critical becaase the historical facts upon which the story
predicated were used as merely a thread upon which are
is
loosely strung a collection of formula situations that have
been found In Cavalry-"n'-Indlan pictures ever since the
'
:
day when Bill Hart hoisted a leg over a cayuse. But those
objections should l>e considerably a-vsuaged because the feature
Ls filmed In Cinemascope and De Luxe Color to accord
it an aura of opulence and to accentuate the scenic beauties
of the Oregon locations against which It was photographed.
So, the picture stacks up as a promising booking for the
double bills—to go topside where galloper fare Is generously
patronized or to serve as a strong .supiwrter cLsewhcre. The
two top names should be of value. In addition to process and
color, in mr the bill. Considering that they ar«
geared to than hLstrlonlc finesse, performances,
direction of Paul Landers, are generally
u..... i
..,.
satisfactory while producer Llndsley Parson's mount-
ings are expectedlv lm!ires.sive
John Kricson. I./ila Albrljht. Tonl Gerry. F.dward Plait,
Judith Vmrs. II M. Wiii.int. Jon Shepodd.
o
Razzia
Kas^lrr ( llnvt
in-, Minute
A grtmly-r'
Uonal traff:
patrons revr
dlen. p.-os'.r .
spou of Par;.- L-Hs
(Um of 1»S« thU Is
adults only Jea:.
Full" and a doirr.
NocJ. who SCO— >
art bouses. 1
that the U."^ :
•tract lU agents
«pln;»e cs>uatturalnl
Ma.
e f)1m biillds a' n
excU:r.k- Ajiu ..i::r.
to permit sentin,-
•sccUent tn his fam::
tffKttvdr suppUM th'
mirtnta Another (an
'.
la many RoUywood
tfX as a pathetir i
Jeaa GaMn. M
.
Ua* Ventura I
$tJ«4ar4
Rel. Jan. 'SS
vlth the intema-
--u.ire film gl»««
ve ped-
'.t night
French
^^re for
nags
-all
.., the
tnd the fact
-•••• i„ inbe
by
Mth
lu
•nrvs
»•
lerlngly
Urnty.
•itrl
Gunfire at Indian Gap F
IR 1 «
li
•
Joe K
doe* n
fa!---'
tr
C-l
tJ.
bt:
n-.
OT. :
'
Republic (jTOjI 70 .Minutes Rel. I>«T. 13. 'S7
Latest In the long series of Republic action dramas
.1 T?-iN».-in u -I nil rlmfr'v •!-•/• -r .' ;n -'
Starring Ver
iiut rniitlne
western wh
ome
newmn^rr.
Miss
F
v. one of the screen's moat
Si;
rs. are ^he nnly name players
bi.
•ure aiil Mtufy In the •;? spot In the
n<
f\ duals While the title i rowl>oT-»nda
Redsk;n ::
• h!ch
.imnn and ad- 1 by
r» as a Otibrrt tu..\::Q -.ype and
job as a young Mexican who Is
,. ; .. ii -.M.ip and he also carries the love In-
MLu Ralston, who looks well and turns in a
• ••i-.if.-r K% .t'xivs Macready Is excellent as
:« posing aa a respect >'>
V J..hns.')', u t>y Jack MartA Produced by Kudy ItaUlun for
Ventura Productions
\rra RalitMI. 0««rgr MarreadT. Anthooy OMVga, Barry
Krllrr. John Doorelie. Chubhr Johnsoit. Rarafa Selby.
ftt«4 H* hvfw r«««r«A««
T |qr.
rvkOotiMM. (U Vm Sr^f •»*«, •««• CMt >«. M*.. ••« tl-M. » « »< MM.
'rnCE BooUaGwtd*

.ve's
. . Audle
. . Hear
. . Tag
. . "Razzia"
. .
FEATURE REVIEWS Story Synopsis, Exploitips; Adiines for Newspaper and Programs
^|^ •«li>itv
"The Quipt American" (UA)
; Inclu-Chlnn wu-s a piirt of Fninci-'s
c ,ii-l Redpnive. an EnKli&h new^paperninxi.
*liu i.s u&in-tl by Claude Dauphin, police Inspector,
to Idrnlify the Ijody of Audle Murphy, u young American.
telLs what led to hLs murder. Murphy, an IdcalUt who re-
.
fu.s '.o believe that the pliLstic he Is selling fnlght aid the ii-
Cc. young mistress. Glorgla Moll, 4o»-
«i; d to her. Murphy's overtures to
Gi>-....L .,i;,.w.. I iwi.i.vvr to the extent that he Is forced
to lie to her alxmt a po.'oilble divorce from his wife In E^lan.l
I.i: : aIi,' c.iorKia learns the truth, slie leaves
1" marry Murphy. Incinsed at Murphy'.s
ui^ III In the war between the Colonials
oiui '.111- Cumiiiuni.siA and resentful of his happiness with
CiKii-i.i. Redgrave gives the Communists a signal which
lend
•
> Uieir killfhg Murphy during the Chinese New Year
ri;( b::iiion Although Redgrave is not held responsible
for Murphys death. Glorgla refuses to return to him.
EXPLOITIPS:
Arniiigc for boolcstore tleups of Graham Greene's novel,
which was a best-seller two years ago. as well as Greene's
other books. For general f»atrons. play
CATCIILINES:
up Audie Murphy.
Graham Greene's Outstanding Best Seller—Now Comes
to Pul.il ting Life on the Screen . Murphy as the
.\:iurif.»ii Quietly Involved in a Colonial Empire Conflict
*
STORY: "The Story of VIcUe" (BY)
In London. Princess Victoria, niece of William IV of
England, studies British hLstory unaware that the King's
death is near and she is destined to rule the great British |
empire. When Lord Melbourne arrives to Inform her that ^
she Is the new Queen she asks him to guide her even though
.she had been advised to dismiss this great statesman. At
her coronation, Victoria promises to serve her country and.
when she learns of true conditions In England, .she orders
unprecedented reforms. Advised to select a consort from
among three unseen princes. Victoria run.s away to Dover
for o glimpse of the outside world. There, she meets I»rlnce
Albert, traveling incognito, and they fall In love without
either knowing the other's true identity. At her birthday
ball. Albert arrives late and Is almost floored to discover
the Queen Is the girl he met in Dover. Being the Queen,
Victoria is forced to propose to Albert, whom she unhesltantly
choo.ses above her other royal suitors.
EXPLOITIPS:
With Romy Schneider, 18-year-old German star, currently
visiting the U.S. to promote this film, play her up as the
newest and loveliest European actress, following in the footsteps
of Gina Lollobrlglda, Sophia Loren and Brlgltte Bardot.
Use plentiful photos of Romv
CATCHLINES:
The Very Young and Very Lovely Girl Who Became
Monarch of the World's Greatest Empire.
THE STOUV: "Oregon Passage" (AA)
Lt. John Ericson. experienced Indian fighter is attached
to a fort where he Is confronted with a triple problem: The
love of a comely Indian lass whom he has rescued and for
whom he feels the tender passion; the need to capture
Black Eagle, last of the warring, renegade Indian chiefs;
end a new unriaionab.y jealous commanding officer whose
wife—a former sweetheart of Erlcson's— is trying to use
him to cet away from her domineering husband. Against
the lieutenant's advise, the CO. orders several maneuvers
which result In wiping out most of the post's troops. Finally,
bccau.-ie of &icson's strategy, the Redskins are beaten, Black
Eagle is slain—as are the feuding husband and wife and our
hero winds up with the gal of his choice.
EXPLOITIPS: an s
Center exploitation on the Cavalry-vs. -Indians theme and
*'^*
the historic title. Dress sandwich men In soldier and Indian
clothes and have them parade the streets with copv for the
theatre and film. Dress ushers or ticket-.seller In Indian
girl costumes.
CATCHLINES:
Indians Try to Hold Last Outpost In the West . . . Can
a Man Defeat Both His Jealous Commanding Olflcer and
Renegade Indians? Trail of Adventure
THE
•niE STORY:
"GDnflre at Indian Gap" (Kep)
A stagecoach on which George Mucready is a passenger
successfully escapes a group of outlaws planning to hold It
up but the guard Ls wounded and requires emergency treatment
at a relay station, where Vera Ralston is employed. A
stage bound for the opposite direction picks up Anthony
George, a Mexican who.se horse has broken a leg. and the
sheriff su i)octs him of being an outlaw. But Vera, who falls
In love with George, helps him escape Just after Macready
reveals hlm-self as the head of the outlaws. Macready forces
George to take the sUtion payroll with him. Then he and
Macready and his outlaws fight It out untU the sheriff arrives
on the scene and clears the lovers of any guilt In the
holdup.
EXPLOITIPS:
Play up George Macready a« the villain of "Gllda," "The
Di'.iert Fox "Vera Cruz" and a dozen more " films, as well
iw In MO.M'.^ 'Julius Caesar." Aa thU Is the 21st Republic
IJicurr In which Vera Ralston is starred, give a prize of
free tirke's to patrons who can name all or most of them.
CATCIILINES:
C!a!iiiod by R

I HMtM
fv
3t ISc p«r woctL mialmum SI SO. cash with copy,
j,^ CLOSING DATE: Monday noon p«eco
:,..••'i t
^^^
•wl (• a«rt. suit b«
.•I' I 1 0*1
rnwl
tar at* tiMal«4 bMwin
I
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rja tl» iMk W4 ko K
•wli> .It MdMahM. F>''
'Itli 173 00 rarti (hllr
IS nmt *l niMtmn •> |
•I rtiM uU^) M
GENERAL EQUIPMENT—NEW

I
Have
I
you heard successful exhibitors soy it again and again at TESMA.J
Will ynu he ready when .
. . suddenly
it's
dayliKht savinK's time! Positive thinking
drive-in oj)erators are already making
plans for a Ijig season. How? First by Ijooking
only first rate films. But that alone won't
get the job done I Successful exhibitors
know the big net profits are rung up
before the sun goes down. That's why most
of them use a MIK.ACI.E I'L.\Y(;K()L'M)
to induce the family out for dinner
and pre-show fun. Miiacle's "new look" in
playground ecjuipment has a magic
appeal and showmanship \alue no other
equipment can ofTir. MIIiACLK means
5«i
business ... if you want to do business I
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j
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