Boxoffice-April.07.1958

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APRIL 7, 1958
'TL 'Uie m€f&^fv htctuAe ynaud^
Indoor theatres hove been reopening at the rate of more than one a day since January
1, BOXOFFICE survey shows—with 114 theatres relighting in the three-month period.
The 114 houses represent a combined total of 58,214 seats added for movie patronage.
One of the first-run theatres reopened is the Strand Theatre in Creston, lowo, an
800-seat property which was completely remodeled by the Commonwealth Circuit before
it wos returned to active duty. The new front of the theotre, with a superimposed
headline on the marquee is shown above .
. . Report on reopenings on poge 11.
IN THIS ISSUE:
TUB
MOPIEN
Ol MCOni -'--.- rr-iTT»f ol \\\» (
I
Mo Pul by Avv
i City, M., ,: ^ . •
\lan Brum
not Ed. lion, >JC.iO ijer y«ar, Nationol Ejif.on, i7 50
NATIONAL EXECUTIVE EDITION
Iwlu^ln) flu S«tl«ul Nfm ^itai of AM Ullltw
SECTIONi

Terrific in "TEAHOUSE
OF THE AUGUST MOON!"
A Wow in "DON'T GO
NEAR THE WATER!"
AND NOW THE FANS HAVE
ANOTHER GLENN FORD
TREAT IN STORE- I ^f^^
MGM
BACK ON
TOP IN
'58!

. . she's
STRANGER
WITH
A GUN...
He had a reputation
to live up to . . . and a
name to live down! r-
M-G-M
Presents
Glenn Ford
Shirley MacLaine
%
%
Shirley MacLaine ..'80
.
Days" star . not
red-headed for nothing!
I
-!:sr. ; m--
lESLIE NIELSEN
I MICKEY SHAUGHNESSY • EDGAR BUCHANAN »
'i s».n «., b, WILLIAM BOWERS and JAMES EDWARD GRANT
Adaptation by WILLIAM ROBERTS • Based on a Story by JAMES EOWARO GRANT • In CinemaScope and METROCOLOR
Comedy-sensation
I'v'iukey
Shaughnessy ("Don't Go Near
The Water") funnier than ever!
Directed by GEORGE MARSHALL • Produced by EDMUND GRAINGER An M-G-M Picture
Ad campaign sells star value and action!
wwn.>wiiiii

is'
aKKKSWBT
9nB:?B.^

ohiA.
TECHNIRAMA®nd TECHNICOLOR
MHiiiiifa mtm ma
"
sprightliest comedies in Hope's career!
^FILM DAILY
^'Built-in
boxofFice insurance! Good for belly
laughs anywhere! Hope and Fernandel
come ofF about even, with the potential
audience by far the winner in
enjoyment!^'
laughs and
-M.P. DAILY
'^One of Hope's best! Exhibitors can't go
wrong booking this! Cast that boasts the beloved
buffoon, Fernandel, and a couple of
eyeworthy chicks named Anita Ekberg and
Martha Hyer." - HOLLYWOOD REPORTER
^'High profit potential! One of the most handsome
physical productions the star has ever
appeared in. Top-notch cast headed by the
greatest of all French comedians, Fernandel
. . . the highly exploitable Anita Ekberg and
the demure Martha Hyer. Climactic helicopter
chase . . . hilarious!"
- M. P. HBRALD
'^Sidesplitting comedy! Name the stuff that
makes you laugh and you'll find it in this
movie! 'Paris Holiday' should get a medal
for exposing this funny Frenchman, Fernandel,
to American audiences!"
- HERB KELLY, Miami News

For the information of exhibitors everywhere,
20th ANNOUNCES ITS
RELEASE SCHEDULE FOR
MAY'
"1
GARY COOPER
DIANE VARSISUZY PARKER
North Frederick
CiNemaScoP^
GERALDINE FITZGERALD
TOM TULLY
Produced by CHARLES BRACKET!
Directed from his own Screenplay by PHILIP DUNNE
MARLON BRANDO
MONTGOMERY CLIFT
DEAN MARTIN
.The
Young Lions
CINemaScopE
co-starring
HOPE LANGE • BARBARA RUSH • MAY BRITT
Produced by AL LICHTMAN Directed by EDWARD OMyiRYK
Screenplay by EDWARD ANHALI
I"
Li
JERRY WALD'S Production of
WILLIAM FAULKNER'S
The Long,
Hot Summer
COLOR by DE LUXE
CINemaScoPE
Starring
PAUL
JOANNE
NEWMAN -WOODWARD
ANTHONY
ORSON
FRANCIOSA . WELLES
LEE ANGELA
REMICK LANSBURY
Directed by MARIIN RUT
Screenplay by IRVING RAVETCH and HARRIETT PRANK, JR.
JOEL McCREA
Cattle Empire
GLORIA TALBOTT' DON HAGGERTY • PHYLLIS COATES
COLOR by DE LUXE
CINemaScoP^
Produced by ROBERT STABLER • Directed by CHARLES MARQUIS WARREN
Screenplay by ENDRE BOHEMERIC NORDEN
Fraulein
COLOR by DE LUXE
CINemaScoPE
starring
DANA WYNTER
MEL FERRER
DOLORES MICHAELS
Produced by WALTER REISCH
Directed by HENRY KOSTER
Screenplay by LEO TOWNSENO
Thundering
lets
A REGALSCOPE PICTURE
starring
REX REASON • DICK FORAN
AUDREY DALTON • BARRY COE
BUCK CLASS • ROBERT DIX
Produced by JACK LEEWOOD Directed by
Written by JAMES LANDIS
A Regal Films, Inc. Production
Released by 20th Century-Fox
story by Daniel
6. Ullman
Clip
and save!

I L
.
.Manoging
^ ^^^ oft/ieTMoiamPic/jMe /ndiOh^
THE NATIONAL FILM WEEKLY
Published In Nine Sectional Editions
BEN SHLYEN
Editor-in-Chief and Publisher
DONALD M. MER5EREAU, Associate
Publisher & Generol Manager
NATHAN COHEN. .Executive Editor
JESSE SHLYEN. Editor
.
HUGH FRAZE Field Editor
AL STEEN Eastern Editor
IVAN SPEAR Western Editor
THATCHER. Equipment Editor
MORRIS 5CHL0ZMAN Business Mgr.
Published by
ASSOCIATED PUBLICATIONS
Publication Offices: 825 Van Brunt Blvd..
Kansius City 24. Mo. Nathiui Cohen, Exorullve
Editor: Jesse Shiyen. ManiiBing
hMltor: Morris Schloinian. Business Manager:
Hush Fraze. Field Edilnr; I. L,
Thatcher. Editor Tlie Modern Theatre
Section. Telephone CHestjiiit 1-777T.
Editorial Offices: 45 Roi'kefeller Plaza.
New York 20. N. Y. Donald M. Mersneau.
Associate PiihUsher & General
Manager: .\1 Steen. &istern Editor: Carl
Mos. Equipment AdiertLsinR. Telephone
COlumliils 5-6370.
Central Offices: Editorial—920 No. Mich-
Ig.in A>e. . Oiieago 11. III.. Frances B,
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35 East Wacker Drive. Chicago 1.
111.. Ewlng Hutchison and .lolm Hendricksnn.
Telephone ANdover 3-3042.
Western Offices; Editorial and Film Ad^erlising—
15404 Hollywood Blvd.. Hollywood
28. Calif. Ivan Spear, manager. Telephone
Hollywood 5-1186. Equipment and
Non-Film Advertising— 672 S. Lafayette
Park Place. Los Angeles. Calif. Bob Wellstein,
manager. Telephone Dunkirk 8-2286.
London Office: Anthony Gruner. Queen's
Ilniise. Itoom 47. Leicester Place. Leicester
Square. \V. C 2. Telephone
GERard 572a'S282.
The MODERN THE.VTRB Section is included
in the first Lssiie of each month.
Atlanta: .Martha Chandler. 191 Walton NW.
Albany: J. S. Conners. 21-23 Walter Ave.
Baltimore: George Browning. Stanley Thea.
Birmingham: Eddie Badger. The News.
Boston: Frances Harding. IIU 2-1141
Charlotte: Blanche Carr. 301 S. Church.
Cincinnati: Lillian Lazarus. 1746 Carrahen.
Cleveland: Elsie Loeb. Fairmoiint 1-0046.
Columbus: Fred Oestreicher, 646 Rhoades
Place.
Dallas: Bill Barker, 423 NimitJ St..
WH 2-1958
Denver: .lack Rose. 1645 Lafayette St.
Des Moines: Ritss Schoch. Register-Tribune.
Detroit: H. F. Reves. Fox Theatre Bldg.
Hartford: Allen M. Widom. CH 9-8211.
Indianapolis: Ann Craft. 512 N. HIinois.
.lacksonville: Robert Cornwell. San Marco
Theatre.
Memphis: Null Ad,ims. 707 Spring St.
Miami: Kilty Harwood. 66 S. Hibiscus.
Milwaukee: Win. Nichol. 2251 S. Layton
Blvd.
Minneapolis: Les Rees. 2123 Freemont So.
New Orleans: Mrs. Jack Auslet. 2268^4
SI. Oaude Ave.
Oklahoma City: Sam Brunk. 3416 N. Virginia.
Omaha: Ining Baker. 911 N. 51st St,
Philadelphia: Norman Shigon. 5363 Berk.
Pittsburgh: R V. Klingensmith. 516 Jeannette.
Wilkinsbiirg. rHurcliill 1-2809.
Portland. Ore.: Arnold Marks. Journal.
St. Louis: Dave Barrett. 5149 Rosa.
Sail Lake City: H. Pearson. Deseret News.
San Francisco: Gail LIpman. 287-28th
Ave.. SKyline 1-4355: Advertising:
Jerrv Nowell. 355 Stockton St.. YUkon
2-9537.
Washington: Sara Young. 415 Tliird St..
N. W
In Canada
Montieal: Room 314. 625 Belmont St..
Jules Larochelle.
St. John: 43 Waterloo. Sam Babb.
Toronto: 1675 Bavvlew Ave.. Willowdale.
Ont.. W. Gladish.
Vancouver: Lyric Theatre Bldg.. Jack Droy.
Winnipeg: 157 Rupert. R:irney Brookler.
Member Audit Bureau of Circulations
Entered as Second Class matter at Post
Office. Kiinsas City. Mo. Sectional Edition.
$3.00 per year; National Edition. $7 50.
APRIL 7 , 1958
Vol. 72 No. 24
*7„
ON IHE UPSWING
WMVj's soiiicthiii;; to chtMT about in
the survey report published in this issue inforniinf;
tlial 111 convenlioiial theatres were reopened
in the first quarter of l").'jf). These ratified
in size from seating capacities of .SOO to 2.000.
from small conimunities to nietr(>|)olitan cities,
including neighborhood and key first runs, and
covering 29 states. Steady flow of better product
has given ri.se to this uptrend and upsurge of
confidence on the part of independent exhibitors
and circuit operators.
These reopenings have been accompanied by
a general overhauling of the physical properties,
in many instances complete front-lo-back renovations
having taken place. And. carrying further
the recognition that house-appeal, making for
greater patron-comfort is essential to continuing
patron attendance, the brightening-up process
has included new carpeting, new seating,
air conditioning, new booth equipment, new
screens—in fact, a general replacement of obsolescence
and drabness with up-to-date modernization
that improves operational efficiency and
eye-appeal. And, based on the record of the
first three months, it is reasonaltle to expect that
this kind of improvement will continue through
the
year.
There is news also of similar activity taking
place in theatres that have been operating continuously.
Among the bigger ones is the $100,000
program that has just been finished on the Paramount
Theatre in New York which is in its
32nd year.
Equipment dealers are reporting increased
buying activity on the part of exhibitors. This
is an unmistakable sign of a break-through of
confidence after a long period of the ''let's
wait-and-see" attitude that allowed run-down
situations to go down still further in failing to
provide the best projection, sound and other
attributes and requirements for good and successful
theatre operation.
* *
Announcement of an expanded production
program made by Paramount Pictures this week,
"dedicated to the policy of supplying theatres
of the world with important, top-budget motion
pictures'" is the expression of confidence given
by Barnev Balaban. president, and Y. Frank
Freeman, vice-president, from that company's
studio headquarters. Attributed to the public's
increasing interest in top-caliber motion pictures.
Paramount's stepped-up product output augurs
well for continuing the flow of good product
and. in turn, continuing steadiness in the volume
of theatre patronage. More peaks and fewer
valleys, resultantly. will be

REPUBLIC TO CALL IT
QUITS
AS FILM PRODUCER BY JULY I
At Least That Is the Date
Yates Is Shooting For,
He Tells Stockholders
By SUMNER SMITH
NEW YORK — Republic Pictures will
have gooci prospects for earnings this fiscal
year if it is able to "get out of the motion
picture industry" by July 1. as planned.
Herbert J. Yates, president, told the annual
meeting of stockholders Tuesday (1>
at Essex House. He made the statement in
resp>onse to charges of mismanagement
made by a few vocal stockholders at the
lightly attended meeting.
MUM ON S.\LE OF COMPANY
While one stockholder called for liquidation
of the company, none asked what the
prospects were for its sale, although rumors
of impending sales have been very much in
the news and an attempt to purchase the
company is now before the courts.
Yates said Republic had definitely stopped
production of pictures for theatres early last
year. It has continued to operate some branch
offices but has closed its foreign branches.
and it will eventually close all domestic
branches, he said. He noted that, while Republic
had 36 branches three years ago. it
now has 19.
Republic has been financing independent
producers making pictures budgeted at from
S125.000 to S130.000 and has rented its studio
to them at a profit of $12,500 a stage daily,
Yates .said. Last November the decision was
reached to sign no more such contracts, he
said, although the company has gotten a
profit of from 40 to 50 per cent from pictures
and 40 per cent from handling their distribution.
In defense of management, Yates cited the
business recession, the "slow sales" of its
post-1948 pictures to television on the basis
of 15 per cent down payment and the balance
in monthly payments for three years, and
recent losses suffered by other companies.
He specifically mentioned Allied Artists, Warner
Bros.. MGM, Universal-International and
Columbia.
HAD AN INDIRECT INTEREST
It appeared to observers at the meeting
that some of the small group attacking management
had at least an indirect interest in
legal actions against the company.
George T. Vogel of White Weld & Co., investment
bankers, charged illegal action by
the board in reducing the number of directors
to be voted on from four to three. He said
it was against the bylaws and that the stockholders
had not been consulted. Max Freund,
counsel, leplied that the action had come up
in court and had been denied. Vogel walked
out of the meeting.
Joseph Blau. owner of 700 shares of common
stock, asked for detailed statements on
the operations and earnings of the laboratoi-y.
plastics, television and motion picture
division. Yates replied that disclosure of the
information would not be in the corporate
interests. He intimated that Blau had a real
Paramount Expanding
Production Program
Barney Balaban
NEW YORK— An "expanded production
program" will be undertaken by Paramount
Pictures, it was stated
here Monday (31) by
Barney Balaban, president,
upon his return
from studio conferences
with Y. Frank
Freeman, vice-president.
While Balaban
did not reveal what
the program would be
numerically, he said
the company's program
would be dedicated
"to the policy of
supplying theatres of
personal interest in the data since Blau, he
said, had figured in an attempt a year before
to buy Consolidated Film Laboratories.
Blau cited figures from the annual report
and statements by Yates to show that the
motion picture division had suffered a loss
of $5,000,000 in the fiscal year ended October
1957.
Another stockholder quoted an undenied
statement by Yates in 1955 that Republic was
expanding its motion picture interests and
that Yates was optimistic about their future.
He then quoted an undenied statement by
Yates in 1956 that Yates had known for
four years that the business was in a recession
and that exhibitors wanted only
multimillion-dollar pictures.
Yates replied that the operation of any
business called for an optimistic attitude,
and that in 1955 he had believed there would
be an upturn in boxoffice receipts.
Yates said he was optimistic about "overall
operations." He spoke of laboratory contracts
with television producers, financially
successful rentals of the studio and "important
laboratory deals now under way."
He said that "maybe" he had been wrong
in predictions in the past, but he felt he had
reason to be optimistic now.
Republic Pictures Board
Re-Elects Yates President
NEW YORK—The board of directors of
Republic Pictures met Wednesday (2) at the
company's home office and elected the following
officers; Herbert J. Yates, president:
Richard W. Alt.schuler, John J. O'Connell.
Sidney P. Solow, Douglas T. Yates, vicepresidents:
John Petrauskas jr.. treasurer:
Joseph E. McMahon. secretary: Richard
Rodgers and Harold Lange, assistant treasurers:
A. E. Schiller and Ira M. Johnson,
a.ssistant secretaries: and L. T. Rosso and
Lester Nelson, assistant secretary- treasurers.
the world with important, top-budget motion
pictures."
Expressing confidence in the future of the
industry, Balaban and Freeman stated that
Paramount has resolved to go forward with
a broad program of outstanding attractions."
The program, they said, will be supix)rted by
Paramount's "complete financial re.sources,
an efficient studio structure, combined with
Paramount's aggressive worldwide sales and
merchandising organization."
The accelerated production policy, it was
stated, was resolved after a complete study
of industry and market conditions around
the world which "very clearly demonstrates
the public's increasing interest in top caliber
motion pictures."
Nicholas Nayfack Dies;
Was MGM Producer
HOLLYWOOD — Film producer Nicholas
Nayfack, 49, died late Sunday, March 30, at
his Beverly Hills home after a sudden illness.
Funeral services were held Thursday.
Nayfack, who started his film career with
Fox in 1934, later went to MGM as an executive
where he had 13 credits as a producer.
A year ago he left MGM to produce
independently under the Pan Productions
banner and before his death had completed
one picture, "The Invisible Boy," which Metro
released.
He is survived by his wife, Patricia, and a
son, Nicholas jr., 12. He was a nephew of
Nicholas and Joseph Schenck and a cousin of
MGM executive Marvin Schenck.
MPEA Wins Long Dispute
With Danish Exhibitors
NEW YORK—The Motion Picture Export
Ass'n has won a 32-month dispute with Danish
exhibitors over rental terms, and business
with them is expected shortly to return to a
normal basis. By a more than three to one
vote, operators of provincial theatres which
had been holding out have agreed to demands
for a 40 per cent rental. The maximum was
formerly 30 per cent, and deemed insufficient
by the MPEA member companies. The Danish
front was weakened some time ago when individual
exhibitors acceded to U. S. demands.
British Attendance Drops
LONDON—Attendance at British motion
picture theatres in 1957 totaled 915.000,000,
off 17 per cent from the 1956 figure, for the
worst record of the last ten years, according
to the Board ot Trade Journal. It blamed television.
The number of theatres open during
1957 was 180 less than in 1956.
BOXOFFICE April 7, 1958

TOA'S GROUP INSURANCE PLAN
READY; COVERAGE TO $20,000
Two Options Are Offered;
For Salaried Workers
And Key Personnel
NEW YORK—Theatre Owners of America's
group insurance plan has been completed
and its details were revealed last
week by the organization. Coverage lor
TOA members ranges from $5,000 to
$20,000.
The program, which has been placed with
the John Hancock Mutual Life Insurance Co.,
will offer two options: one covering all salaried
personnel and the other which will insure
all key management and supervisory
personnel. The employer will pay the entire
cost of insurance.
ALL TOA MEMBERS ELIGIBLE
All TOA members will be eligible to join
and the program will become effective as
soon as a minimum number of lives are enrolled.
The group insurance program is the
result of several years of work of a special
TOA committee headed by George G. Kerasotes,
senior assistant to the president.
Kerasotes heads his own circuit with headquarters
in Springfield, 111. The plan will be
administered by the Theatre Owners of
America Group Insurance Trust, now set up
at TOA's New York headquarters, 1501
Broadway.
Kerasotes pointed out that the option plans
will make it possible for smaller theatres or
circuits which previously could not obtain
group insurance because of insufficient employes
to now cover all their salaried workers.
Larger organizations, which already
have such plans, will be able to utilize the
new program to supplement their existing
plan for key executives and supervisory personnel.
The first option provides that TOA members
must insure all their salaried employes.
Hourly, seasonal and temporary employes
do not qualify.
SECOND OPTION PROVISION
The second option provides that TOA members
must insure all "key management and
supervisory personnel only." These are defined
as owners, partners, active corporate
officers, zone managers, district managers,
bookers, comptrollers, resident accountants
auditors, house counsel, theatre managers
provided they "control advertising, have authority
to fire and hire and are not assigned
minor administrative duties only," and "other
personnel performing key management and
supervisory functions." Cashiers, stenographers,
bookkeepers and other personnel performing
clerical functions are not eligible
under this option.
Coverage is as follows: Salaried employes
earning $2,500 to $5,000 are covered to $5,000
in insurance; earning $5,000 to $10,000, $7,500
in insurance; earning $10,000 to $15,000, $10,-
000 in insurance; earning $15,000 but less than
$20,000, $15,000 in insurance; earning $20,000
or more or an individual owner, partner or
active corporate officer, regardless of salary,
$20,000.
The pwlicy provides double indemnity in
Increase in Color Films
Foreseen by Kalmus
HOLLYWOOD—Exhibitor and movie patrons
can look to more pictures in color. Dr.
Herbert T. Kalmus, president of Technicolor
Inc., reported to stockholder.s thi.s week. "The
requests of our customers for pictures for
1958 indicates that the pendulum is swinging
back to color as comE>ared with black and
white," he said.
An indication of this rise in color features
was shown by Dr. Kalmus in reporting that,
while in 1957 the company had commitments
for 44 new feature length pictures,
currently 41 pictures are already under way
or in preparation for photography during
1958.
Dr. Kalmus' optimistic view came in an
annual report which showed that both sales
and profits went down for the year ending
Dec. 31, 1957.
In that period. Technicolor, Inc., and its
various subsidiaries had sales totaling $24,-
674,620 compared to $29,445,950 in the previous
year. Profits before taxes on income
event of accidental death and special benefits
for dismemberment.
Pi-emium payments by employers to the
group insurance plan will be tax deductible,
except for Individual owners' and partners'
premiums.
No medical examinations will be required
and the only eligibility requirement for an
employe is that he complete six months of
full-time service. On termination of employment,
an employe has the option to convert
his policy to an individual policy. If he
transfers from one TOA member's employ to
another where coverage exists, the policy may
be transferred.
"Group insurance," Kerasotes said, "establishes
good will with employes. This is
impwrtant in today's labor market. It encourages
valued workers to continue with the
COMPO Annual Meeting
In New York, April 15
New York—The annual meeting of the
Council of Motion Picture Organizations
will be held at the Astor Hotel here April
15. Meetings of the board of directors
and the executive committee will be held
at the same time. It is considered certain
that there will be quorums for both the
board and committee meetings.
Discussions will center around the drive
for elimination of the federal admissions
tax and the readmission of National Allied
to membership. Ben Marcus of Allied
will be the Allied delegate.
amounted to $242,946 as compared to $2,-
688.168 in 1956. However, the net earnings was
reduced to $95,946 or five cents per share
whereas in the previous year the net totaled
$1,226,149, or 60 cents per share.
Approximately $1,001,000 invested in plants
and equipment during 1957 makes a total
investment in such assets .since Jan. 1. 1945
of $14,280,000.
According to Dr. Kalmus, Technicolor
"closed the year in a very strong liquid position
with $7,853,531 in current as.sets against
which were $2,673,798 in current liabilities,
namely, net current assets of $5,179,733. Of
the current assets, $4,264,881 are in cash and
United States obligations. There are no outstanding
preferred stocks or mortgages, although
a long term loan of $5,000,000 was
obtained from an insurance company on
Oct. 1, 1954, and during the year 1956 a
long term obligation of $180,000 was taken
over as a result of the purchase of assets
from Pavelle Color, Inc."
employer because of these benefits and also
encourages employes of high caliber to enter
the employ of an employer who voluntarily
provides these benefits."
Application forms and brochures will be
mailed to members this week.
Ad Agencies Create Unit
To Promote Campaign
NEW YORK—The six
advertising agencies
that serve the industry have been organized
into a councU of consultants to further the
business-building campaign, Paul N. Lazarus
jr., chaii-man of the campaign operating committee,
reported Wednesday (2K
The committee has named Donaliue & Coe
to place the advertising based on presentations
made by all six agencies. Donahue &
Coe will perfect a tentative copy arrangement.
The schedule calls for $950,000 in newspaper
advertisijig and $300,000 in radio advertising.
The other five agencies that submitted
copy and compose the consulting council are
Blaine, Thompson; Buchanan, Inc.; Cunningham
& Walsh ; Monroe Greenthal and Charles
Schlaifer. Tliey will be called on for suggestions
as the project progresses. Lazarus
pointed out, however, that Donahue & Coe
will be responsible for the copy used and will
handle the campaign under the general supervision
of the operating committee.
Acting for the operating committee will t>e
Maurice A. Bergman and Charles E. Mc-
Caithy. recently named co-administrators of
the campaign. Bergman is director of public
affairs for the Motion Picture Ass'n of America
and McCarthy is information director of
the Council of Motion Picture Organizations.
BOXOFFICE AprU 7, 1958

Big Advertisers Switching
From TV to Newspapers
Attr.iction and alluif of electronics medium
"about over." Cliarles Lipscomb jr. of American
Newspaper Publishers Ass'n tells Ass'n
ot Advertising Men and Women in New York:
sees TV costs rising and ratings declining.
U.S. Industry Interested
In Dealing With Soviets
USIA m Washington report.s all major
comjjanies and some independents have filed
proposals for sales of American films to
Russia and distributors of their films here;
more tlian 50 American features already offered.
•k
Louis J. Barbano Elected
To New Post at Columbia
Board of dliectors names him financial
vice-president: was already a director, chairman
of finance corrmiittee and vice-president
of international division; identified with company
and motion pictiu-e financing since early
1920s.
•
No Argument in Eagle-Lion
Case Due Before October
Backlog of other cases in Supreme Court
makes decision unlikely before early 1959;
moot question is to what extent Paramount
case judgment can be used as evidence in
private antitrust suits.
*
COMPO Uses Oscar Telecast
Data in Institutional Ad
Full page in Editor & Publisher Saturday
i5> points to record Trendex ratings for program,
and emphasizes that high reader
interest in movie news is clearly indicated
by fact 70,000.000 stayed up late to watch
.Academy Awai-ds.
Italy Ceases Issuance
Of U.S. Film License
.Action is taken because of irritation over
the discharge of Italian employes as U.S.
branches retrench in Italy; a U.S. major company
export executive called the Italian ban
a violation of the current U.S.-Italian pact.
*
Metro's Fifth Drive-In
Opens in Austraha
Now in operation at Gateshead, NSW, the
Metro was built in record time at a cost of
$700,000 with a 700-car capacity: screen has
picture size of 115 by 50 feet; top of screen
is
80 feet above ground level.
*
MPEA Ends Film Embargo
On Business With Spain
Ban started in August 1956 when Spain
tried to force all local distributors, including
those of the U.S., to distribute one native
pictui-e for every four Imported.
lo Help Its
Only Theatre Stay Open,
An Ohio Town Lines Up a Campaign
HUDSON. OHIO—Thi.s community, with a
population of 2.500. was .so aroused over a
rumor that its only theatre, the Hudson, was
about to shutter, that residents and merchants
met to see what could be done to keep it in
operation. Merchants were alarmed because
of re|)eated reports that commodity business
drops off when theatres close: residents were
distre.ssed at the possibility that their young
people would have to go out of town to .see
a show.
The community meeting resulted in
unanimous agreement that the situation is
serious and something should be done to
keep the theatre In operation. The community
called on G. W. Huff, owner of the
theatre. He declared there were not enough
people attending the theatre regularly to
insure coverage of his overhead.
A meeting of the Community Service Corp..
an organization composed of leaders of the
local service groups, including Rotary. Kiwanis.
Lions Club, the PTA. was held Thursday
(3 1 when a proposition was presented
to launch the sale of theatre admission t)ooks
covering a period of six months. The book
prices have been set to cover Huff's overhead
for six months.
"I t)elieve." said Huff in dLscussing the
plan, 'that the movie habit will have been
e.stabll.shed during the six montlis and then
business will proceed normally under its own
momentum."
The ijrice setup presented to the Conmiunity
Service Corp. for approval is; $10 for
an entire family of two adults Including all
children under 18 years of age; $8 for juniors,
age 12 to 17. not included in the family plan;
$5 for children from ages 5 to 12, not Included
in the family plan.
"Owners of book admissions, according to
present plans, could attend as many shows
as they desired during the six months. In
the case of advanced price pictures, the admission
card is good to the amount of the
established theatre scale, the patron paying
only the difference between the established
price and the advanced price." Huff said. Tlie
.scale at the Hudson Theatre is adults, 60
cents; juniors, 50 cents: children, 25 cents.
Although the community of Hudson is
small, the theatre draws from a 10.000 population
area. Hudson is a high-class residential
community and the site of the well-known
private secondary .school for boys, Western
Reserve Academy.
Dollinger Offers Plan for Financing
Of Refurbishing and Improvements
NEW YORK—Irving Dollinger has come
up with an idea for the financing of theatre
improvements and/or refurbishing which, he
admits, appears to be a little crazy on the
surface but, he insists, is practical and could
be put Into effective use. Dollinger, a New-
Jersey exhibitor, vice-president of Triangle
Theatre Service and a member of the board
of Allied states Ass'n, says he is going to
present the plan to distributors and also
would like to get the reaction of other exhibitors.
The plan is this: A percentage—possibly
five per cent—of the film rental or terms
paid by a theatre to the distributors would be
Boxoffice Material Basis
For TOA Drive-In
Directory
New York—A directory of drive-in theatre
equipment and supplies manufacturers
and a catalog of new drive-in
equipment, based exclusively on material
published in BOXOFFICE, was distributed
by Theatre Owners of America at
its drive-in conventionette held in San
Francisco last week.
A reference guide for outdoor showmen,
the 28-page directory includes the
equipment dealer directory published in
the Modem Theatre Directory and Reference
Issue of BOXOFFICE, facsimiles
of new products stories and photographs
published in The Modern Theatre and
the annual drive-in theatre survey listing
new outdoor projects undertaken in
1957.
put into escrow by the disti'ibutors. If an
Improvement project was necessary and the
cost would be $25,000. one-half the amount
would be paid by the exhibitor and the other
half would be drawn from the escrow fund.
Dollinger argues that every survey has
shown that a comfortable theatre, with good
seats, the best sound and projection and fine
appointments does better business than less
attractive houses and that business generally
Increases when improvements are made.
Therefore, he states, it would be to the advantage
of the distributor to play his product
in well equipped theatres because the
revenue from ptercentage deals would be
higher.
The idea sterruned from a report, Dollinger
said, that in FYance an exhibitor can get
back 90 per cent of his taxes if he uses the
money for improvements.
U.S.-Russion Screenings
Continue in Two Cities
NEW YORK—Screenings of Russian features
offered for distribution in the U. S.
under the government's cultural exchange
plan continued here during the week while
U. S. features offered under the same arrangement
were screened for a Russian delegation
in Washington. Some Russian films
were also screened in Washington at the
theatre of the Motion Picture Ass'n of
America.
John B. McCullough of the MPAA represented
the association at the screenings here,
held at the headquarters of a number of the
member companies. The first one to be seen
here was "Quiet Flows the Don" in 1.35-to-l
ratio and in color.
10 BOXOFFICE April 7. 1958

I Continued
—
.
114 THEATRES RELIT SINCE JAN. 1;
MANY UPDATED FOR OPENINGS
58.214 Seats Are Added
For Movie Patronage;
29 States Involved
By PHIL HANNUM
KANSAS CITY—Theatre investors, encouraged
by the steady flow of better product
since last Christmas, reopened longclosed
indoor theatres from Maine to California
during the first quarter of this year
at the rate of better than one a day.
230,000 SEATS AT THAT PACE
BOXOPFICE correspondents reported the
relighting of 114 conventional theatres in
29 states in the 90-day period ending March
31, retm-ning a combined capacity of 58,214
seats to active industry service. If this reopening
pace is maintained, it could mean the
recovery by exhibition of around 230,000 seats
in now shuttered theatres by the end of
this
year.
The reopenings were realistic displays of
confidence by 87 independent investors and
21 cii'cuits that motion pictm'e exhibitors are
moving rapidly into an era of more profitable
operation as big pictures come along regularly.
The remaining six theatres opened in the
year's first quarter were being backed by
community sei-vice groups in small towns
which had suffered tlu-ough a theatreless
period long enough to become fully aware
how vital a motion picture theatre is to a
town's economic and social health.
In Massena, N. Y.. the Schine circuit reopened
its luxuriously updated Massena Theatre
with a booking schedule typical of those
encoui-aging investors to put their money in
exhibition enterprises. The Massena's opening
feature was "A Farewell to Arms," to be
followed by such attractions as "The Sheepman,"
"Merry Andrew," "The Brothers Karamazov,"
"The Young Lions," and "The
Bridge on the River Kwai."
TOP RENOVATING JOBS
With the boxoffice appeal of such pictures
promising a prompt, steady return on money
invested in theatre property, independent
operators and ciixuits were going in heavily
for front-to-back renovations of the darkened
house prior to inviting patrons back for
the brilliant, exciting new era in motion
picture entertainment. New carpeting, allnew
seating, air conditioning, expanded concessions
areas, larger, better screens, updated
boxoffices and glass and aluminum fronts
were items mentioned in nearly every reopening
story printed dm-ing the quarter. New
booth equipment, remodeled auditoriums, redesigned
stage areas, new drapes, redecora-
Uon of foyer, lobbies, lounges and theatre exteriors
were the magic touches converting
many drab, long-neglected properties into
showplaces attractive in their own right.
Big city first-run situations, such as the
Boston Copley, which was converted into
the luxurious Capri, and the Tulsa Rialto
were among theatres relighting in the sui-vey
period. In Chicago, the 2,000-seat Pantheon
on page 14)
BOXOFFICE April 7, 1958
Theatres Reopened During First Quarter of 1958
Following is a state-by-state tabulation ot mtloor
theatres reported reopening by BOXOFFICE correspondents
in the first quarter, 1958, with name of
owner or operators:
ALABAMA
Foyette—Fay, Mrs. Sam Ewing sr. and Som Ewing )r.
Frisco City— Frisco, McLendon Thcotres.
Wctumpko—Cooso, James R. Holley.
ARKANSAS
Crumrod—Ferguson, R. P, Beith.
De Witt— New, Ray Wilson, owner.
DierkS'— Pines, E. K. Holder, owner.
Leponto—Strand, W. C. Sumpter.
North Little Rock—Ju-Roy, leased by Robert A.
Kroft, closed since last May.
Rector—Ford, Tom F. Ford, owner,
Yetlville—Theatre reopened by T. A. Roy, February I
CALtFORNIA
Antioch—El Campanil, George Stomm, owner.
Dinubo— State, 1,400 seats, Lippert Theatres, acquired
from George Mann Theatres.
Yucoipa—Yucoipa, W. R. Alford, manager.
CONNECTICUT
Glostonbury—Glastonbury, Mario Aronne, owner. Has
been closed five yeors.
Middletown—Capitol, Capitol Operating Co.
Cove
ILLINOIS
in Rock—Ohio, 290 seats, Tom Partoin, new
owner; remodeled.
Chicago-—Garden, F. Grappio, owner.
Chicago— 'Pantheon, 2,000-seat house; Solomon Klein.
Chrisman—Empire, Mr. and Mrs. Stanley R. Kent;
dark since Nov. 2, 1957.
Eureka—Eureka, local citizens group, reopened on
six-month trial bosis.
Moweaqua—Lyric, W. F. Miller, owner.
Oglesby—Times, Mr. and Mrs. Potocnik.
Rockford—^Auburn, J. J. McForland Theatres.
Warren—Warren, Herman KripF>endorf, owner; house
was closed Nov. 20, 1957.
INDIANA
Albion—Albion, Ted Frymier.
Columbia City—Columbia, John Hancock jr. and
Robert Walker, after complete redecoration; closed
since Nov. 1 , 1 957.
Greensburg—Tree, W. F. Easley, owner.
Kewanna— Key, Joe McPherson, closed Nov. 28, 1957.
IOWA
Anthon—Stor, Cy Schulte.
Correctionville—Ritz, Eddie Osipowicz, manager, representing
local merchants; closed since Aug. 1 957.
Creston^Strand, 800 seats. Commonwealth Theatres,
of>ened after complete renovation.
Des Moines—Upton Film Art Center, Tri-Stotes Theatre
Corp.; closed in January 1957.
Hartley—Capitol, Jim Travis.
Mallard—^Mallard; Mallard Commercial Club selling
tickets to help promote patronage.
Sidney—Sidney Theatre.
Traer—Eddie Molino reopened theatre with backing
of local Commerciol Club.
West Union—Avalon; C. W. Grimes, banker, and
Donald Stoessel, oil dealer, new owners.
Barlow— Lyndel,
KENTUCKY
410 seats, C. D. Jor>es.
LOUISIANA
Baton Rouge—McKinley, Bijou Amusement Co.
Franklinton— Hollywood, Edword Eagle; dark one yeor.
Many—Many, Southern Amusement Co.
Patterson—Arcade, Burke Saucier, on lease from
owner Aubrey Lasseigne.
Eastport—Wilbur,
MAINE
Mrs. Mar)orie Nutt, closed since
Nov. 30, 1957.
Lubec— Lubec, Ronald Warren, closed since Nov. 1957.
Madison— 'State, William Staples, Winslow,
Princeton—
manager.
Lakeview, Mr. and Mrs. Cyrus McDowell.
MARYLAND
Easton— Avolon, updoted by new owners, A. Bowdle
Highley and Douglos Honks.
Easton—Easton, Elmer Fox; theatre had been closed
frequently in last three yeors.
St. Michaels—Miles; bought by West Tolbot Improvement
Ass'n from Schine circuit.
MASSACHUSETTS
Boston—Capri, formerly the Copley Theotre, reopened
by Benjomin Sack os downtown first run.
Holyoke—^Mojestic, Henry Turcotte.
MICHIGAN
Chelsea— Sylvon, Dillom Wolverton.
Coopcrsville—Century, Eleorv>r McGinnis.
Detroit— 'Priscilla, Joseph Worford.
Detroit—Victory, E. B. Dudley.
Flint—Capitol.
Goylord—^aylord, W. James Olson.
Houghton Lake— Pine, W. James Olson
Port Huron—Riviero, Michoel Chargot, who had been
out of exhibition several yeors.
Soginow—Court, Ed Johnson.
St. Charles— Roxy, James Longston, new owner.
St. Clair Shores—Loke (former Lokeview), Floyd and
Waunetto Chrysler, closed four years ogo.
Swartz Creek—Creek, 400 seats, Art Sills.
Three Oaks—Three Oaks, Fred McGroth, owner.
MINNESOTA
Hoyticld— -Hoyfield Theatre.
Lake City— Loke Theatre
MISSISSIPPI
Colhoun City—Mart, J. M. Mounger.
Cleveland—Joy Theotre.
Glostcr— J. J. Warren, reopened on 90-doy trial.
Jackson—Alamo, Orkin Bro^.
Liberty— Liberty Theatre, W. A. Rotchff.
State Line—Stoteline, H. C. Auvil.
MISSOURI
Bonne Terre—Odeon, 600 seats, Edwards and Plumlee.
Campbell—^Missouri, J. B. Horper; closed in January
without any prospects of reopening.
Lilbourn—Rex Theatre.
Overland— Holiday, Dick Fitzmaurice and associates.
Union Stor—Star, Mr. and Mrs. Don Thompson.
Wellsville—^Regol, 375 seats. Burton W. Smith; dork
since March 1956.
MONTANA
Missoula—Campus, George Lourbis.
NEBRASKA
Humphrey—Coronodo; C. J. Wittier bought equipment
from John Preston; operating in cooperation
with members of Lions Club.
NEW YORK
Schenectady—Colony, Nicholas Pol lotto.
Syracuse—Cinema, Morry Slotnick; formerly the
Astor.
Woylond—Legion, Legion Community Center, Inc., as
community service.
OHIO
Edgerton—Chorve, Rhys Cook and Richard Beals.
Hubbard—Charles and Robert Brown.
Swonton—LaFrance, Mr. and Mrs. Carrol Harris.
Whitehouse—Town, Mr. and Mrs. Carrol Horns; theotre
hod been closed five yeors.
OKLAHOMA
Crescent—Ritz, Crescent Amusement Co.
Rush Springs—^Ritz, T. E. Hutchens.
Tulsa— Rialto, 1,080 seats, R. Vernon McGinnis, os
downtown first-run theatre; closed since Oct. 1957.
Yale—^Rex, Mr. and Mrs. George Lederer.
OREGON
Portland— -Academy, Fred J. Tenny, new owner; theatre
remodeled.
PENNSYLVANIA
Apollo—Strand, John Oglietti.
Bristol—GrorxJ, Barney Sockett, foreign film px>Iicy.
Conemaugh—Town and Country, formerly the Pervi
Theatre, Joe Averi.
Phoenixville— Phoenix, Lewen Pizor.
Punxsutowney—Alpine, Stanley Worner Corp.
Punxsutowney—Jefferson, Stanley Worrier Manogement
Corp.; renovated and reopened after local
theatre tax was repealed.
SOUTH DAKOTA
Sioux Falls— Strand, former Granada, Morris K. Olsen.
White—White Theatre.
TENNESSEE
Dresden—Uptown, W. O. Taylor, owner.
Elizobethton—^Betsy,
Kingsport—
S«vier Theatres.
Fox, H. H. Allsbrook and Thomos Assold;
closed about one yeor.
TEXAS
Miami— -Miami, R. B. Carson, weekend operation.
WASHINGTON
Lynden— Liberty, Mr. and Mrs. William Cory, Susmon,
owners; theatre closed sirKe August 1956.
WEST VIRGINIA
Huntington— -Waco, William Venture.
Keystone—Keystone Theatre.
WISCONSIN
Barron—Majestic, Charles Stokke and Robert St.
Vincent, lessee.
Crondon— -Crondon, RicKord Coriwoy; theotre closed
last fall.
Green Bay Vic, former Orpheum, Victor McCormick,
owner.
Princeton Princeton, Princeton Theotre Corp.
South Milwaukee—Grand, reopened as G&W Heorts
Theatre, featuring ort films.
Thorp—^Ttiorp, Frank Kirxjs, closed "permanently"
January 21
Woupun---C lassie, Marcus Theotres, new owrwr.
11

A Staten
GENERAL FEDERATIO
the largest wotnens organization in the worti
com
"A FAREWE
is
O,'lie of the truly great pictures of all time
David 0. Selzuick's re-make of "A Farewell To
promising manner of writing, achieved a vihran
dramatic, exciting, poignant screen play that i
Arms." This epic movie, starring;;
Jennifer Jones,
beautful and touching . . .
ijiii
Kock Hudson and Vittorio De Sica, is
superlative
Jennifer Jones as the British girl who beai
in every facet of production, from the exquisite
photography of Alpine peaks, a stormy sea, terrorized
troops in retreat, to the finished acting of
the stars . , .
Ben Hecht is responsihle for the screen adaptation
of the novel, and in his customary uncom-
a child for her American soldier registers on'
of the screen's outstanding performances in he
labor scene at the hospital and her death shortl
thereafter. Rock Hudson ensures his caree
through this picture, as the screen's top-rankin
leading man. There is great conviction to hi
Bill
M "^l
ALL HAIL *1
IE
LIFE MAGAZINE ( 17-page spre;
I
HEDDA HOPPER: ''The greatest picture of the year."
ED SULLIVAN: ''A blockbuster that rivals 'Gone with the Wind'
DOROTHY KILGALLEN: "Great, wonderful. Recommend to all
GOOD HOUSEKEEPING: "Picture of the Month.''
NATIONAL BOARD OF REVIEW:
THIS STATEMENT IS AVAILi^ t
NATIONAL SCREEN IN A SPECIAL 40 x 64

mt by the
V OF WOMEN'S CLUBS
ihrough the official publication, "Clubwoman,
yy
,NING
. TO
ARMS"
icting. As usual, Vittorio De Sica responds to the
dramatic demands and portrays with great finesse
I caustic medico who takes Hghtly his amours.
The movie is superb fare in every facet of
Droduction and well worth the price of admission
f only to view the gorgeous mountain scenes and
;errain so thrillingly exhibited by the color and
Cinema-Scope, pointed up by the fine music.
The picture is also a great credit to Director
his remarkable ability to handle huge groups of
people— in this instance, armies on the march,
on retreat, in battle— as well as the delicate scenes
of a small bov on a street.
"A Farewell To Arms" will undoubtedly be
a tremendous success, possibly greater, even, than
Selznick's "Gone With The Wind." This is a
wonderful contribution to the screen that you
!^harles Vidor, long recognized in
Hollywood for
should see.
kif:
REWELL":
< n
One of the year's blockbusters.''
LOUELLA 0. PARSONS: ''The best of Selznickr
WALTER WINCHELL: "/ could see it twice."
REDBOOK: ''Picture of the Month.'
COSMOPOLITAN: "Picture of the Month."
ne of the 10 best pictures of the year."
i: TO ALL EXHIBITORS FROM
.OW-UP FOR ADVANCE LOBBY DISPLAY.

Columbia Sets Campaign i^^openings
For Its 'Super Seven'
NEW YORK—Columbia Pictures plans a
major promotion campaign for its "Block-
^__^_^_^^^__^__
busting Super Seven"
pai-
^HH^^^BH|
HH ^^1
^^^^^ ^^^H terned after last year's
successful campaign
1^^^^ *^ "^H for the Fabulous
^^^V^ 1^1
I^ive" films, Paul Laz-
^^^^^fe^ J^H '"'"-'' J**" vice-president
^^^^Hj^^^^^^l charge of advertis-
^^^^^N^^^^H
publicity,
^^H the meeting sales
"^^ Hotel
^^^^"^^^^
Plaza Tuesday
With the "Fabulous
Five"
Paul Lazarus
expected to bring
jr.
a n aggregate film
^^^^H ^
^^^^^^
^^^^H|^^^|
B^^^l
rental in excess of $45,000,000, Columbia is
aiming for an aggregate of at least $65,000,-
000 fi-om the "Super Seven," Lazarus said.
Each of the seven pictures will benefit from
an advertising, promotion and merchandising
campaign far greater than that given to
the average release. Individual campaigns
will be announced as they are completed, according
to Lazarus.
The "Super Seven" include a love story, a
western, a shocker, a comedy, a sp>ectacle, a
film based on a best-selling novel and one
adapted from a hit Broadway play. They
are: "Tlie Key," a Cinemascope Highroad
production from the novel, "Stella," produced
by Carl Foreman and directed by Cai'ol Reed,
starring William Holden. Sophia Loren and
Trevor Howard: "Gunman's Walk." in Cinemascope
and Technicolor, produced by Fred
Kohlmar and directed by Phil Karlson, starring
Van Heflin and Tab Hunter, with Kathryn
Grant and James Darren.
Others are: "The Revenge of Frankenstein.
a Hammer film in Supernatural Technicolor,
produced by Anthony Hinds, starring Peter
Cushing and Eunice Gayson: "Best of Enemies,"
based on S. N. Behrman's Broadway
hit, "JacoboW'Sky and the Colonel," made on
location in France by William Goetz and
directed by Peter Glenville, starring Danny
Kaye and Curt Jurgens with Nicole Maurey;
"The 7th Voyage of Sinbad," made on location
in Spain in Technicolor, a Morningside
production by Charles H. Schneer and directed
by Nathan Juran, staiTing Kerwin
Matthews and Kathryn Grant.
Al.so: "The Last Hurrah," from Edwin
O'Connor's best-seller, directed by John Ford,
starring Spencer Tracy, Pat O'Brien. Basil
Rathbone and Jeffrey Hunter, with many
leading character actors, including Donald
Crisp, Edmund Lowe. James Gleason. Wallace
Ford, Ricardo Cortez, Frank McHugh
and John Carradine, and "Bell, Book and
Candle," a Phoenix Technicolor film from the
play by John Van Druten, produced by Julian
Blaustein. starring James Stewart, Kim Novak.
Jack Lemmon, Ernie Kovacs, Hermlone
Gingold, Janice Rule and Elsa Lanchester.
Columbia plans to start a ten-week billing
drive April 18, it was announced by Rube
Jackter, general .sales manager, as its sales
meeting ended here Wednesday (2i. The
division managers at the meeting received
samples of the promotion material which will
be distributed to the entire domestic sales
force.
Columbia Production
Chief Yet Unnamed
NEW YORK— Despite printed reports
to the contrary, Columbia has not yet
named a production head and administrative
chief of the studio, company officials
said Wednesday i2). A report that
Samuel J. Briskin had been selected for
the job was said to have been eiToneous.
but more likely premature.
A special committee within the board
of directors, apprainted to make recommendations
for the post vacated by the
death of Harry Cohn, has not yet made a
decision. It was stated that the board
would act when the recommendations
were made, probably "at an early date."
Meanwhile, B. B. Kahane and Leo Jaffe
are acting in an ex-officio advisory capacity
to the committee.
The members of the special committee
ai-e Abe Schneider, A. Montague, Alfred
Hart, Donald S. Stralem and Ralph M.
Cohn.
Each of the 11 Columbia divisions will try
to match or exceed a quota set for it for the
ten-week period ending June 26. Their final
standing will be decided by the percentage
of quota attained by each branch.
Within each division the drive will be carried
on in the name of the division manager.
Set U.S. and Foreign Dates
For Cinemiracle Debuts
NEW YORK—The new Cinemiracle widescreen
system, which will make its debut this
week at the Chinese Theatre in Hollywood
on April 8 and the Roxy in New York on
April 9, will open in Oslo, Norway, on April
24 and in the Odeon. Tottenham, Court Road,
London, on May 10. "Windjammer," the first
picture in the process, also has been set for
the Civic Opera House in Chicago on June
6. Other locales, to follow, are Minneapolis,
Washington and San Pi-ancisco.
For road .show presentations, mobile equipment
will be mounted on trucks which will
be traveling booths. The booth-trucks will be
driven into an auditorium.
FCC Studies TV Stations
Over Toll TV Campaigns
WASHINGTON—Whether television stations
violated the Communications Act in
their campaigns against toll TV will be investigated
by the Federal Communications
Commission. The FCC has ordered its staff
to undertake such an investigation and file
a report within a few weeks.
Senators Long (D., La.) and Neuberger (D.,
Ore.) had complained that the stations were
presenting a one-sided picture of the situation.
Various Congressmen have received a
mass of letters from constituents attacking
toll TV as a result of the stations' programs.
(Continued from page 11)
joined the reojjening parade. At Flint, Mich.,
the 1.951 -.seat Capitol resumed operations.
Other larger units reopened included the
State, Dlnuba, Calif.. 1,400 seats; Capitol,
Middletown, Conn., 1.0!i6; Grand, Bristol, Pa.,
1.460: Cinema, Syracu.sc. N. Y., formerly the
Aslor. 750: Strand, Cre.ston, Iowa, 800: Colony,
Schenectady, N. Y.. 750 seats and Majestic,
Holyokc. Ma.ss.. 800 seats.
The breakdown of the reopened units by
seating capacities reveals that eight of the
relighted theatres .seat 1,000 or more patrons;
26 are in the 500-l.000-.seat group, while 80
are in the under 500-seat class. The average
size of the reopened theatres would be a
500-seater.
An encouraging factor in the reopening
trend was it« nationwide scope, all .sections
being substantially represented. The southeastern
states set the pace with 23 reopenings,
with the north central area's 21 as second
best record. Other reopenings by regions:
central. 19: mideast, 18; ea.stem 14; New
England, eight; western, six; and southwestern,
five.
Another heartening point for the industry
was that the reopening trend was accelerating
through the final weeks of the quarter.
January registered 37 reopenings. February
had 29, but in March the pace moved up to
48, the final week of the quarter coming up
with 17, best for any one of the 13 weeks.
The reopened situations had been closed
for three months to five years, and with few
exceptions their closings had been labeled as
"permanent."
Pepsi-Cola '57 Earnings
And Sales Set a Record
NEW YORK—Earnings and case sales of
the Pepsi-Cola Co. in 1957 hit a new record,
according to the annual report to stockholders
issued by Alfred N. Steele, board
chairman, and Herbert L. Barnet, president.
Gross profit on sales increased to $85,564,-
391 from the previous record in 1956 of
$69,139,792. After providing $10,110,000 for
taxes, the 1957 net income amounted to
$9,559,675, an increase of 7.6 per cent over the
1956 figure of $8,884,787.
The 1957 net equaled $1.61 a share on 5,-
926.205 shares, compared with $1.50 a share
on 5,918,655 shares in 1956. Earnings before
taxes were $19,669,675 and $17,884,787, respectively.
The report said that after seven consecutive
years of growth, 1957 sales were 148 per
cent larger than those in 1950 when the
present management took over. There were
58 domestic plants selling more than 1,000,000
cases a year by the end of 1957, compared
About
with 13 plants in 1950 and 55 in 1956.
80 per cent of the domestic plants set per
capita sales records in their franchise areas.
Domestic bottlers also set a new record by
investing 25 per cent more in plant expansion
than they did in 1956.
Germans Pick 'Angry Men'
NEW YORK — United Artists has been
notified that Orion-Nova's "12 Angry Men"
has won the German Bambi award as the
best foreign film shown in Germany over the
past year. A public poll was conducted by
Film Revue, fan publication. The presentation
was in Karlsruhe.
14 BOXOFFICE April 7, 1958

Never before
has a picture swept
the ACADEMY AWARDS
simultaneously w^ith its
first coast-to-coast show^ings!
BEST PICTURE
OF THE YEAR
BEST ACTOR
Aleg Guinness
BEST DIRECTOR
— David Lean
BEST SCREEN
BEST
ADAPTATION
CINEMATOGRAPHY
— Pierre Boulle
BEST
FILM EDITING
We're grateful to Sam Spiegel
for giving us

Tips From Boxoffice Articles
Aid
California Women's Film Council
CALENDARaEEVENTS
APRIL
Officers of the Concord (Calif.) Motion Picture Council use BOXOFFICE as a
developing community-exhibitor cooperation. They are shown here
source for ideas in
at a recent conference with Mrs. Edith Dolan Riley, Oakland, west coast chairman of
the National Federation of Motion Picture Councils. Left to right are: Mrs. R. E.
Rawden, Concord president; Mrs. Riley; Mrs. A. F. Sorenson, secretary; Mrs. R. G.
Quatemas. motion picture chairman, and Mrs. L. R. Lingfelter, treasurer.
CONCORD. CALIF. — Tips gained from
on community-exhibitor co-
reading aj-ticles
operation in BOXOFFICE have helped members
of the Concord Motion Picture Council
establish improved relations with theatremen
here and bring many women patrons back
to tlie habit of regular moviegoing. The
women, who represent civic, religious and
school orgaJiizations, read BOXOFFICE for
reviews, for information on cooperative
projects which can be adapted in this community,
and to gain general information
about the making, distribution and exhibition
of motion pictures.
Record 364,876 Witness
Fight on Theatre Screens
ThLs is reported by Mi-s. Edith Dolan Riley,
west coast chairman of the National Federation
of Film Councils, who met with the
Concord group recently. Film council members,
she said, feel that an editorial written
by Ben Shlyen, publisher of BOXOFFICE,
"Woo the Women," is largely responsible for
the return of the woman audience in this
community.
Mrs. Riley .said she found a closer coopera-
New York — TelePrompTer Corp. reported
Tuesday (1) that a record 364,876
fight fans in 174 theatres in 140 cities
watched the Sugar Ray Robinson-Carmen
Basilio fight March 25 in Chicago.
The previous record for theatre TV was
350,000 for the Rocky Marciano-Archie
Moore fight in 1955.
The International Boxing Club received
$340,000 as its share of the closed-circuit
telecast and the two fighters got 30 per
cent each of the amount.
Irving B. Kahn, president of Tele-
PrompTer, called the telecast "the first
true national example of pay TV—the
kind that takes nothing away from the
home viewer and makes possible a great
future for top attractions,"
tion between exhibitors and women's organizations
than ever before, with the local
council giving its assistance to the industry
in promotion of the better films. An example
of this cooperation came last month when
the council held its annual luncheon meeting.
The group requested a film for a preview
showing, but when the picture was screened
by a committee, the theatre manager weis
advised that the picture was one which would
result in poor public relations for the industry.
But, said the women, if the theatre
would provide a good family-type picture,
they would get behind it and help sell it to
the town. As a re.sult, "Old Yeller" was
booked. The women w-ent to work, plugged
the picture, boosted motion pictures as a
whole and "Old Yeller" ran for a week and
a half, and with an unprecedented daily
matinee held immediately after school was
dismissed.
"Since this event," reports Mrs. Riley, "the
management of the theatre has been very
careful in selecting pictures suitable for the
community, and members of the Council
now feel that they can make it profitable
for the theatre as well as satisfying for
themselves by boosting good films."
Sy Weintrcnib Buys Control
In Sol Lesser Company
HOLLYWOOD—In an outright stock purchase.
Sol Les.ser has sold out his interests
in the company bearing his name to Sy
Weintraub. TV-film distribution figure, for
an amount reportedly in excess of $3,000,000.
Weintraub will continue the firm in feature
film production, making as many as seven
pictures a year, in addition to video product.
Although Lesser sureenders stock control
of his company, he will remain as head of
production and chairman of the board.
Weintraub, formerly partnered in Flamingo
Films and most recently with Bernard L.
Schubert in Telestar Films, reportedly will
include in his seven features one of the "Tarzan"
series that has long been a mainstay
of the Lesser organization.

irst Keport 311
(Reading Time ... 53 Seconds)
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PBUlsr

FEATURE
REVIEW
A Time to Love and a Time to Die'
Universal-International
By AL, STEEN
TJNrVERSAL-INTERNATIONAL has taken
Erich Maria Remarque's latest novel and
has wrought it into a sensitive and stirring
motion picture whose lx)xoffice ix>tential is
unlimited. As a picture dealing with young
love in the midst of a war-torn world, it rates
high in every department, from script and
production to acting and staging. The entire
production is an achievement of the first
magnitude and should take its place as one
of the real important pictures of the year.
The story tells of a young German soldier
whose disillusioning experiences on the Russian
front has shattered his belief in Naziism.
Back home on furlough, he finds his
city in ruins, inhabited by people who are
hopeless and starving. His search for his
parents, mi.ssing as a result of an Allied air
raid, leads him to the lovely young daughter
of his family physician. Against stark backgrounds
composed of concentration camps, air
raids and debauched S. S. district leaders, the
young soldier falls deeply in love with the
20-year-oId brunette who once had been a
school mate. The love story that ensues is
delineated with tenderness and warmth. The
story of two lovers snatching love and remnants
of gayety on a waning furlough is
heightened considerably by the grim realities
of w"hat war and Nazi tyranny have spelled
out for the city.
In the role of the soldier, John Gavin,
heretofore unknown, gives a highly effective
performance w-hich is sure to skyrocket him
to stardom. Tlie girl, Lisa Pulver, is a Swiss
actress who, although unknown to American
audiences, is a f)opular personality in France
and Germany. She, too, was a wise selection
by the producer and director, Robert Arthur
and Douglas Sirk, respectively. It took a certain
amount of courage to gamble this val-
Universal-lrvfernational presents
Erich Mono Remarque's
"A TIME TO LOVE AND A TIME TO DIE"
In CinemoScope and Eastman Color by Pottie
Running time: 133 minutes
CREDITS
Produced by Robert Arthur. Directed by Douglas
Sirk. Screenploy by Orjn Jannings from the
novel by Erich Mono Remorque. Director of
photogrophy, Russell Metty, ASC. Art direction,
Alexander Golitzen ond Alfred Sweeney. Set
decorotions, Russell A. Gausmon. Sound, Leslie
A. Corey ond Vernon Kromer. Unit production
monager, Normon W. Deming. Assistont to Deming,
Henz Gotze. Militory technical adviser,
Copt. Hermon Ulbricht, West German Army.
Film editor, Ted J. Kent, ACE. Gowns, Bill
Thomos. Mokeup, Bud Westmore. Special photography,
Clifford Stine, ASC. Music by Miklos
RozsQ.
THE CAST
Ernest Groeber John Gavin
Elizobeth Kruse Lisa Pulver
Immermon Jock Mohoney
Boettcher Don DeFore
Reuter Keenan Wynn
Professor Pohimonn. .. .Erich Mario Remorque
Coptoin Rohe Dieter Borsche
Woman Guerilla Borbora Rutting
Oscar Birxling Thayer David
Frou Lieser Dorothea Wieck
Joseph Charles Regnier
Frou Witte Agnes Windeck
and Kurt Meisel, Clancy Cooper, Klaus Kinski,
John Von Dreelen, Alice Treff, Alexonder Engel,
Dono J. Hutton, Wolf Hornisch, Korl-Ludwig
LirKJt, Lisa Helwig.
Lisa Pulver and John Gavin in Erich
Maria Remarque's "A Time to Love and
a Time to Die," a Universal-International
picture in CinemaScope and Eastman
Color.
uable story property with unfamiliar faces
in the top roles. But the gamble has paid off.
In other roles, Keenan Wynn as a hospitalized
soldier, Eton DeFore as another veteran
and Jock Mahoney as a rank-and-file
infantryman offer standout performances.
Interesting, too, is the appearance of the
author EJ'ich Remarque in his first film role,
that of a profe.ssor whose human beliefs and
practices eventually land him in a concentration
camp.
In order to capture the true realism of the
story, the picture was made on location in
Germany. As explained in the credit sheets,
the most effective backgrounds were found
within the almost inaccessible devastation
of the Tiergarten. Here the once lavish embassies
have not been rebuilt. Camera crews
bulldozed and blasted througli the rubble to
build entrances, exits and stairways for the
buildings and were obliged to reinforce gutted
structures where action was planned. Interiors
were shot at the Central Cinema Co.
studios, a former poison gas factory.
Sirk's direction has taken full advantage of
the author's work, retaining the tense situations
and the few moments of almost synthetic
frivolity. He has made his characters
real. Qif course, much credit must go to the
fine screenplay by Orin Jannings who has
made the pages of Remarque's novel come
alive. Russell Metty's photography, in Eastman
Color by Pathe, and in CinemaScope, is
in keeping with each sequence, from the snow
covered terrain of the Russian front to the
jammed confines of the air raid shelters.
There may be a tendency to compare this
picture with Remarque's first great success,
"All Quiet on the Western Front." There is
some resemblance, in that both present the
Germans' side of the war—and incidentally,
in "A Time to Love and a Time to Die" the
enemy, in this case the Allied, is never seen.
The closest contact to them is the bombs
that rain on the city. As great as "All Quiet"
was, the great technical advances of today
would make that picture almost insignificant
if the two could be presented side by
side.
All-in-all, Universal has a powerful property
which should be financially fruitful for
the company and for the theatres that play
it.
Finds
Theatre Patrons
Remember Screen Ads
LITTLE ROCK-Movie theatre patrons remember
the advertisements they see on the
screen, and the rate of recall is high. This
was reported to the Arkansas Independent
Theatre Owners Ass'n at its convention here
this week by Harvey Posert, research director
of the Theatre-screen Advertising Bmeau.
Surveys .sponsoied by the Bureau by the Sindlinger
organization revealed that almost every
patron remembered the advertiser or the
product.
In the study, these who had .seen the theatre
advertising were divided into two groups,
tho.se who had seen the ads in the last week
and those who had seen it within one or two
weeks.
Of those who had most recently seen theatre
commercials, 72 per cent remembered the advertising
and 64 per cent could correctly
name one or more advertisers and/or products.
In the one-to-three month category, 44
remembered the advertising and more than
25 per cent could correctly name the ad
and/or product,
Posert said that the 25-34 year old group,
comprising mostly young couples, showed the
highest percentage of recall. Eigihty-one per
cent of these rememljered seeing advertisements,
and 66.8 per cent could remember one
or more advertisements or products.
The interviewees were broken into three
other age groups. Of the 35-54 year olds, 73
per cent could remember advertising and
62.3 per cent could remember one or more
products and/or advertisements. In the 12
to 24 age group, 63.2 per cent remembered
ads and 51.7 per cent could identify one or
more particular advertisements or products.
For the 55 year olds and over, recall shrank
to 45.7 per cent for those who could recall
advertising, and a quaiter who could remember
one or more ads and/or products.
Fifth Cinerama Picture
Gets South Seas Title
NEW YORK—The fifth
Cinerama presentation
has been titled "Cinerama—South Seas
Adventure," the Stanley Warner Corp. has
reported. It is scheduled to open at the
Warner Theatre here early in July.
Producer Carl Dudley has completed photography
in Hawaii, Tahiti, Fiji, New Hebrides,
Australia and New Zealand. Orson
Welles will narrate the production, which
traces the voyages of Captains Cook and Bligh
of the Bounty in the South Pacific.
The current Cinerama film at the Warner
Theatre, "Search for Paradise," will complete
its run early in May and be followed by
a return engagement of "This Is Cinerama,"
the Lowell Thomas-Merian C. Cooper production.
Drive-Ins Now Receiving
H-H-L High-Key Prints
NEW YORK—De Luxe Laboratories
have
begun delivery to drive-ins of 100 of the
special, high-key prints of Hecht-Hill-Lancaster's
"Run SOent, Run Deep" for United
Artists release. The first of them have been
shipped to UA exchanges in New Haven,
Pittsburgh, New Orleans, Kansas City, Salt
Lake City and Calgary to service dates in
those areas in April. The film has been set
for 213 Easter holiday dates across the country.
18 BOXOFFICE :: April 7, 1958

'
I
I
I
I
THIS HAPPY FEELING' SHOULD
PRODUCE SAME IN AUDIENCES"
HOLLYWOOD REPORTER
"PROMISES TO BRING BACK TO EXHIBITORS THE HAPPY
FEELING OF BEING BACK AGAIN IN SHOW BUSINESS"
MOTION PICTURE HERALD
*A TOP MONEY-
SNATCHER"
ITS
BOXOFF/CE
BOXOFFICE
[EXPERIENCE
SHOULD BE
lA
HAPPY ONE"
MOTION PICJUftE DAILY
DEBBIE REYNOLDS
CURT lURGENS
lOHN SAXON
rrt«!s Happy
Filing
Cinemascope
"t c^a(st*na^^. COLOR
6c/ Me /fu//fOr o^ "m£MOOA/ /S SLC/£
\\
IN
THE
TRADITION OF THE
SUCCESSFUL TAMMY'
LOOKS LIKE A
SURE-FIRE HIT
'If
FILM DAILY
w
SHOULD RACK UP
STRONG RESPONSE
TO ITS
POTENT
INGREDIENTS..."
DAILY VARIETY
co-starring
ALEXIS SMITH • MARY ASTOR .* ESTELLE WINWOOD Directed by BIAKE EDVURDS
Based on the Play "FOR LOVE OR MONEY" written by F. HUGH HERBERT and produced on the stage by BERNARD STRAUS • Produced by ROSS HUNTER
U^J L X_^^
• Screenplay by BLAKE EDWARDS

—
. . ""Passport,"'
'i¥oiCtfeiMMd ^e^iont
By IVAN SPEAR
AprW Production Takes a Nosedive;
Only 18 Films Poised for Start
The lineup of feature pictures scheduled to
start In April appears gloomy, with 18 photoplays
revealed to go before the camei-as at
the month's beginning. This is considerable
of a letdown from the 23 slated to roll in the
previous month and the whopping 38 films
blueprinted for production in the parallel
montJi a year ago.
20tii Century-Fox and United Artists give
promise of being the most active of the film
foundries, what with four features apiece
six from independent sources — poised for
takeoffs. Tied for second position are American
International Pictures. Allied Aitists,
MGM and Warner Bros., each with two features
slated to
get under way.
The breakdown by studios is as follows:
ALLIED ARTISTS
•The Par Wanderer." An outdoor drama
concerning a seal hunt. Stars Sterling Hayden
(incomplete*. Producer. Lindsley Parsons.
Director. Harmon Jones.
"The Giant Behemoth." To be lensed in
England, it's a science-fiction yam. Stars
Gene &'ans (incomplete). Producer, David
Diamond. Director. Eugene Lourie.
AMERICAN INTERNAT'L PICTURES
"High School Hellcats." A teenage story
involving a gang of high school kids whose
actions earn them the "juvenile delinquent"
term. Stars not set. Pi-oducer, Buddy Rogers
and Perde Grofe jr. Director. Edward Bernds.
"How to Make a Monster." Packaged with
"Revenge of the Colossal Man. " it deals with
how "monster" pictures are made. Stars not
set. Producer. Herman Cohen. Director,
Herbert L. Strock.
COLUMBIA
"The Man Inside." A melodrama about a
New "Vork detective assigned to capture a
master criminal guilty of murder and robbery.
Stars Jack Palance. Producer, Irving Allen
and Albert Broccoli, for Warwick Productions.
Director. Jolin Gilling.
METRO-GOLDWYN-MAYER
"End of the World." Set in 1962, this drama
reveals what happens to survivors of a cataclysmic
event that rocks the world. Stars
Harry Belafonte and Inger Stevens. Producer,
Sol C. Siegel, for Harbel Productions.
Director, Ranald MacDougall.
"Hell Below." A World War II submarine
officer searches for enemy transports. Stars.
Ernest Borgnine, Glenn Pord and Dean Jones.
Producer, Edmund Grainger. Director,
Joseph Pevney.
PARAMOUNT
"Showdown at Gun Hill." A western to be
lensed in Technicolor and VistaVision. Stars
Anthony Quinn. Pi-oducer, Hal Wallis, independent.
Director, John Sturges.
20TH CENTURY-FOX
"Enough Rope." A western yarn. Stars
Hugh 0"Brian, Henry Silva. Producer, Herbert
Bayard Swope jr. Director not set.
"Lone Texan." Another western tale. Stai's
not .set. Producer, Jack Leewood for Regal
Films. Dtj-ector. Paul Landres.
"The Octopus." Based on Prank Norris'
novel. Stars not set. Producer. Robert Rossen.
Dliector, Robert Rossen.
"These Thousand Hills." An outdoor drama
based on the novel by A. B. Guthrie jr. Stars
not set. Producer, David Weisbart. Director,
liichard Fleischer.
UNITED ARTISTS
"Anna Lucasta." Another version of the
famed Broadway play. Stars Sammy Davis
jr. and Eartha Kitt. Producer. Sidney Harmon,
for Longridge Productions. Director,
Arnold Laven.
"Guns, Girls and Gangsters." A modern
day drama about just what its title implies.
Stars Mamie Van Doren. Producer, Robert
E. Kent, for Vogue Pictures. Director not set.
"The Naked Maja." Biopic of Goya, famous
Spanish artist. Stars Ava Gardner, Anthony
Franciosa. Pi"oducer, Goffredo Lombai'di, for
Titanus Films. Director, Henry Koster.
""Timbuktu." Drama. Stars Victor Mature.
Producer, Edward Small and Victor Mature,
independents. Director not set.
WARNER BROS.
""Auntie Mame." Screen version of the
Broadway stage hit. Stars Rosalind Russell.
Producer, Alex March. Director, Moi-ton Da
Costa.
"John Paul Jones." Located in Annapolis.
Maryland, Spain and England, it's based on
the life of John Paul Jones. In Technirama
and Technicolor. Stars Robert Stack and
Charles Coburn. Producer, Samuel Bronston.
for John Paul Jones Productions. Director,
John Farrow.
Six Story Buys for Week;
Bulk Drama and Action
Story buys for the week numbered six in
all. with emphasis on drama and action in
the yarns purchased. Jan Sterling optioned
"The Walls Came TumbUng Down" by Henriette
Roosenburg. dealing with the escape in
1944 of the author, a Dutch resistance operative,
from Waldheim concentration camp
in East Prussia across Germany and into
Holland. Miss Sterling plans to star as Miss
Roosenburg, with independent filming to be
under the banner of Senalda Productions,
owned by Paul Douglas Martin Rackin
and John Lee
. . .
Mahtn, who recently formed
their own production organization, have
bought Harold Sinclair's Civil War story,
"The Horse Soldiers." and will co-script and
co-produce it as their first independent feature.
The yarn deals with Union raider Col.
Scott Marlowe and his cavalry raids in
Producer-director Roy
southern territory . . .
Row'land acquired ""The Organ Grinder From
Turin," an original screenplay by actor-
.
. . .
author Renato Rascel. Rowland intends to
lens it in Italy under the new Floy Rowland
Productions banner an unpublished
novel by Elliot West, was purchased
Dy Riiymond Stress, British producer
George Pal took an option on John Q. Copeland's
original .science-fiction screenplay,
"Man in Orbit"' . . "'Blueprint for Crime,"
.
by Art Estrada, was picked up by pi-oducer
Joseph D. Blau, president of E.ssex syndicate,
after Gannaway International's option on
the yarn expired recently.
Mirisch Co. Is Welcoming
Joint Production Deals
Gearing up to operate like a major, but
without the handicap of big studio overhead
or the costs of a dLstribution organization of
lus own, the Mirisch Co., through president
Harold Mirisch, dLsclosed an "open door"
policy of welcoming other independent film
setups in joint venture production activities
in making features under the company's financing
and distribution contact with United
Artists.
Miri.sch revealed that five such joint venture
deals have already been concluded, to
provide five of the six features the Mirisch
Co. has slated for production and delivery
this year.
"And," added the executive, "our door is
wide open for discussions of others. We will
have over $8,000,000 invested in the six featiu"es
before the year's end, and we are looking
to 1959 and beyond for additional joint
ventures."
The five films set under the new program
are ""Man of the West," "Cast a Long
Shadow," "The Man in the Net." an untitled
co-production with producer-director
Billy Wilder now being written by Wilder
and I. A. L. Diamond, and "Roar Like a
Dove."
Edward Levns Appointed
Bryna Vice-President
As the first move in a planned major expansion
program, Bryna Pi'oductions announced
the appointment of Edward Lewis
as a vice-president of the company and the
addition of two members to its New York
staff.
Seymour Poe joins the organization as the
producer's worldwide sales representative and
immediately will stai't work with United Artists
officials on the release of "The Vikings."
Joseph Barry has been signed as eastern
story editor. Future films on the Bryna slate
include "I Stole $16,000,000." ""Michael Strogoff,"
"The Silent Gun" and "The Brave Cowboy."
The company also is plamiing to enter
the TV field and currently is working on a
number of series, including "King of the Vikings."
Maxw^ell Arno-w Returns
To Columbia Studios
Maxwell Arnow, an executive with Columbia
for 15 years before moving to Hecht-
Hill-Lancaster, where he served as executive
vice-president for two years, has returned to
Columbia Pictures in a newly created executive
position, it was announced by B. B.
Kahane. administrative head of the studio.
Arnow, who recently tendered his resignation
to H-H-L effective April 1, will function
in various creative branches of production at
Columbia.
20 BOXOFFICE :: April 7, 1958

!
SMASHING EVERY RECORD
IN THE HISTORY OF THE
BEACH THEATRE,
MIAMI BEACH
^-.^r
NOW EVERYWHERE
FROM WARNERS
^^-

Tradition

among friends
. . . none are too young
. . . none are too old!
Nothing like taking in a movie ... for
entertainment . . . escape ... or just
to pass the time. In the tea-and-crumpet
set, it's more than an occasional
habit, it's on institution. But It takes a better
picture to tap this rich lode ... to
beat box office records.'
That's where the Eastman Technical
Service for Motion Picture Film can prove
of real help v/ith technical information
on production, processing, and projection
technics. Offices located
strategically. Inquiries invited.
I
Motion Picture Film Department
EASTMAN KODAK COMPANY
Rochester 4, Nev/ York
East Coast Division
342 Madison Avenue
New York 17, N.Y.
Midwest Division
130 E. Randolph Drive
Chicago 1 , III.
West Coast Division
6706 Santa Monica Blvd.
Hollywood 38, Calif.
THE BETTER THE PICTURE-
THE BIGGER THE BOX OFFICE

Tremendously Favorable
Reaction to Telecast
NEW YORK—The industry's first Academy
Awards telecast, sponsored as itxS "own baby,"
liit tJie jackpot as an artistic and commercial
success. There were minor criticisms here
and there from television editors and a
sprinkling of exhibitors but. on the whole, the
industry pained a wave of high acclaim including
a senatorial pat in the Congres-sional
Record from the Hon. William P. Knowland
of California.
The reports on the number of persons who
saw the show varj- between 70,000,000 and
80.000.000. but there is no dispute that the
program drew the largest TV audience of the
year—at least 10.000,000 more than the
Thanksgiving production of "Annie Get Your
Gun" which starred Mary Martin. The opposition
was clobbered. The U. S. Steel Hour
on CBS had a Trendex rating of 8.1 and
played to 13.1 per cent of the national television
audience. The fights on ABC had a
Trendex rating of 4.7 and captured only 7.6
per cent of the TV audience. The Oscar
show, on the other hand, had a rating of 44.7
with 72.7 per cent of the national TV audience
watching the Hollj^vood festivities.
Although more than 6,000 theatres were
mobilized by the Council of Motion Picture
Organizations to help promote the telecast,
and despite the tremendous interest generated
in the Awards, the competing Oscar
attraction had very little adverse effect on
theatre business. Reixjrts from BOXOmCE
representatives indicated that first-run theatres
In key cities had normal Wednesday
night audiences, although in the suburban
areas, the later-run theatres had less than
normal attendance for the second shows ol
the evening. The St. Louis Amusement Co.,
operators of a large number of theatres in
St. LouLs, for example, reported business
down five to ten per cent.
One of the reasons for the up-to-nonnal
grosses was that many theatres provided television
sets in their lobbies and lounges, and
arranged their schedules so patrons could see
an early show and take in the telecast witliout
having to hurry home. This lobby viewing
added a pleasant informal touch to the
proceedings in many theatres. The main
foyer of the 4,200-seat Metropolitan Theatre
in Boston had an air of living room comfort
as several hundred patrons stayed to watch
the telecast. In New Haven, four theatres of
the Lockwood & Gordon circuit not only offered
television but served coffee and doughnuts
to the guests. These are but two examples
of a general approach to the promotion
across the country.
The 6,000 participating theatres did an effective
overall job of publicizing the telecast.
In some cities, exhibitor associations took display
advertising to urge residents to watch
the program. Most theatres used Oscar Night
slugs in connection with regular advertising
and, in a number of cities cooperating, newspapers
used eight-column strips across the
top of the amu.sement page to call attention
to the telecast. The Oscar Sweeiistakes idea
also was a big interest builder in both the
United States and Canada. The Miami News
had a giant contest going, with the winners
lapped for a trip to Hollywood, as did the
Cleveland Plain Dealer. In Ottawa, Canada,
a record number of 58,000 ballots were mailed
or taken personally to theatres—a 35 per
cent increase over last year's entries. Managers
worked until 3:30 a.m. March 27 checking
ballots, and came up with 21 contestants
.submitting perfect answers. As a result,
sweepstakes interest is continuing because
all 21 must participate in a tie-breaking contest
to be held soon on the stage of the
Odeon Theatre.
Was all the promotional effort worth it?
Edward Canter, executive of American Theatres
Coi-p. of Boston, who headed the local
committee promoting the telecast, said, "All
the work expended in publicizing 'our own
night' was worthwhile. We accomplished our
pui-pose which was to draw attention to the
Academy Awards, to make it a listening must
for all."
The telecast also had its immediate gains
at the boxoffice, particularly for those theatres
playing the winning picture, "The
Bridge on the River Kwai." At the Allen
Theatre in Cleveland, there was a long line
waiting for the boxoffice to open the following
morning, even though the prize-winner
was in its third week at the theatre. Loew's
(Continued on page 26)
Our Sincere
Thanks
fo the Academy
MOTION PICTURE RESEARCH COUNCIL
''for
fhe design and development
of a high efficiency projection
screen for Drive-in Theatres"
24 BOXOFFICE April 7, 1958

(^onara tula tiond
'9'
SAMMY
and
JIMMY
f
or going
^ \
ALL
THE WAY
/
1
^ranh S^inatra
BOXOFFICE :: April 7, 1958 25

Big Attendance Forecast
For SMPTE Convention
NEW YORK—An attendance of 1.000 persons
Ls considered certain at the 83rd convention
of Hie Society of Motion Picture and
Television Engineers April 21-25 at the Ambassador
Hotel. Las Angeles. Much advance
Interest has been manifested in the topics
to come up for discussion and the social
events, including special prograins for the
ladies.
Registi-ation will start April 20 and continue
into the morning of the next day,
when there will be a general session and a
get-together luncheon. In the afternoon, developments
in the closed-circuit television
field will be related. In the evening, James
Caj-d will present the activities of the George
Eastman House in a program that will include
excerpts from significant films of the
past.
SCHEDULE OF TOPICS
Topics April 22 will deal with sound recording,
industrial and instrumentation
photography and cinematography, with a ses-
-sion held at the MGM studios. Apiil 23 will
bring discussions of laboratoi-y practices and
facilities, and a cocktail party, banquet and
dance at the New Cocoanut Grove.
The morning of April 24 will be devoted to
new equipment for the TV and motion picture
industries, the afternoon to motion pictiu-e
studio practices and the evening to developments
in video tape and photogi-aphic
TV recording. The final day will bring a
symposium on plastics presented jointly by
the Society of Plastics Engineers and the
SMPTE. TV studio practices will be dealt
with in t.he afternoon. In the evening there
will be a session of distribution of TV programs
on film held at the new ABC Television
Center.
Among those presenting popers will be Harry F.
Olson ond Jotln Preston ot RCA Loboratories, Ralph
R. Wells ond Phil Sweeny of Columbia Pictures, C. R.
Crone, E. W. Templin, G. A. Brooks ond H. A. Manley
of Westrex Corp , Robert W. Eberenz of Byron,
Inc., John M. Leslie jr., Joseph Reizen, Charles E.
Anderson, Eorl R. Hibbord and Charles Ginsberg of
Ampex, Jerome L. Grever of Radio Corp of Americo,
Bernord L. Pickley of Hollywood, R. L. Estes of Eastman
Kodak, Don V. Kloepfel of General Film Loborotories,
Sidney P. Solow ond Lewis Mansfield of
Consolidated Film Industries.
Also, N. H. Groet, M. M. LIbermon, F. A. Richey,
Deane S. Thomas jr., Howard W. Vogt and Herbert
L. Rees of Kodak Reseorch Loborotories, William
Pobst of White Sands Proving Ground, N. M., Milton
C. Kurtz of Beckmon & Whitley, Inc., R. Corroll
Moninger of Percision Technology, M. R. Null arxJ
W. Lozier of Nationol Carbon Research
W.
Laboratories,
V. Voli ond Glenn E. Miller of
J. Gouger, W. Storr,
Lockheed Aircraft Corp.
Also, Neil Krenzel of the U. S. Novol Ordnonce
Test Stotion, Chino Lake, Calif.; K. H. Lohse of the
U. S. Steel Reseorch Center, Williom W. Edwards,
Fronk G. Ralston jr. and Henry J. Miller of the ABC
TV Center, Charles E. Buzzard of the Notional Broadcosting
Co., John P. Bollinger of Screen Gems, Eric
J. Johnson and Roderick T. Ryan of Eastman Kodak
and John Delmonte ond William J. Dewor of Furone
Plostics.
PROGRAM FOR LADIES
The ladies' events include the get-together
luncheon April 21, lunch and tour of Disneyland
April 22. a torn- of Max Factor, Inc.,
lunch at Barraclough's and the Cocoanut
Grove banquet and dance April 23. a tour of
Marineland of the Pacific April 24 and a
lunch and fashion show April 25 at the
Beverly Hilton Hotel.
Plans are being completed for an equipment
exhibit.
SMPTE Awarded Oscar
For 40 Years' Record
HOLLYWOOL>~The Society ot Motion
Picture and Television Engineers received
a special award of an Oscar for its 40
years' record of standardization of the
engineering of motion pictures and its
dissemination of information to the film
industry.
The award was presented by Bette
Davis, motion picture star, to Barton
Kreuzer. SMFTE president, after the conclusion
of the awards telecast and was
not generally known for several days
after the event.
Strong Light Caravan
To SMPTE Meeting
LOS ANGELES—-The new "blown arc" projection
lamp developed by the Strong Electric
Corp. will be demonstrated at the SMPTE
convention April 24. The showing is part of
a nationwide tour of the Strong Light Caravan,
a large truck equipped as a projection
booth. A story about it appears in The Modern
Theatre section of this issue.
The caravan thus far has "played" to
large exhibitor audiences at the Belaire
Drive-In, Detroit; Harmon Drive-In, Pittsbm-gh;
Bolton Drive-In, Atlanta; Whitesburgh
Drive-In, Huntsville, Ala.; Bellevue
Drive-In, Memphis; Do Drive-In, New Orleans;
Trail Drive-In, Houston; Jefferson
Drive-In. Dallas.
On Monday, April 7 the Caravan is scheduled
to be in Oklahoma City. Other dates
scheduled include; Denver, Thursday, April
10; Motor-Vue Drive-In, Salt Lake City,
Monday, April 14; Los Angeles. Thursday,
April 24. Other bookings will be announced
shortly.
Arthur L. Wilde Named
Whitney General V-P
HOLLYWOOD — In connection with
changes in the policies, methods and programming
of films at C. B. Whitney Pictures,
Inc., Arthur L. Wilde has been named general
vice-president of the company, it was
announced by Cornelius Vanderbilt Whitney,
corporation president.
Whitney said the appointment was made
with a "general reorganization of personnel
and policy in proce.ss due, mainly, to a forthcoming
presentation of new camera techniques
developed by Whitney Pictures over
the past three years."
Wilde, former public relations director of
the outfit, has been in the motion picture
industry 22 years. He started with Warner
Bros, in 1936.
Fui-ther change in the Whitney organization
was revealed with the announcement
that George Green, administrative assistant,
has resigned to devote his complete time to
personal business and writing problems.
Oscar Telecast
I Continued iroiii paiic 24)
Ohio in Columbus had one of its biggest opening
days in years luid the Gary Theatre in
Boston had a 20 per cent rise in business
the next day. For the Gary, it marked the
second straight year that the award-winning
film was the attraction on the day of the
telecast. A year ago Ben Sack, the owner,
was playing "Around the World in 80 Days."
Both exhibitors and television critics were
quick to prai.se the industry effort. A tew ot
the theatremen said they would like to have
subsequent telecasts include .short trailers
boosting upcoming product. In Cleveland,
there was a suggestion that at least a halldozen
Oscars be given for the best musicals,
we.sterns, comedies, science-fiction, etc., instead
of on-stage presentations of Oscars lor
best editing, best sound recording, and other
classifications which do not hold great mass
appeal. But, on the whole, theatremen were
quite satisfied with the results.
Following are excerpts from reports from
key cities to the Council of Motion Picture
Organizations;
TOLEDO: Telecast great hit. Lancaster-
Douglas bit creating big talk. Audience highly
appreciative lack of commercials.
JACKSONVILLE; Public reaction .splendid.
Unquestionably it was as fine as could be.
Absence of commercials bringing terrific acclaim.
Everyone is chuckling about the allusions
to television.
WASHINGTON; Public's reaction uniformly
good despite slight flaws in production
and presentation.
MINNEAPOLIS; Public reaction .splendid.
Many call it one of the best television shows
ever seen. It's the talk of the town.
SEATTLE; Best Oscar telecast ever and
iiidustry has something to be proud of. Local
theatres bought spots before and after show
in which we explained pictures and personalities
appearing on broadcast could be seen
at "your favorite theatre," using industry
slogan in spot arurouncements.
ROCHESTER, N. Y.; General opinion
awards last night excellent. This year's format
very effective. Kept show at fast pace.
Young stars' participation very refreshing
and showed industry is not decadent. Parading
personalities showed oft our merchandise
to greatest potential. Congratulations
on great job.
NEW HAVEN; People generally liked idea
of no commercials. Audience generally agreed
Lemmon and Hope did terrific job. but there
was unfavorable comment on way songs were
presented. In spite of fact we closed early,
show did not hm't business at oui' evening
performance.
ATLANTA: Show very good in opinion of
all exhibitors contacted. Think idea ot no
commercials set very well with public.
Victor R. Beecroft Dies
NORFOLK. VA.—Victor Reginald Beecroft,
71, English-born dramatic actor, died March
25 in a Newport News hospital. He retired
in 1955. Besides stage plays, he appeai-ed in
the motion pictures "The Dawn of Tomorrow"
with Mary Pickford, "Rip Van Winkle,"
"Temptation," "The White Cliffs of Dover"
and "The Big Fall." He leaves four sisters
and two brothers.
26 BOXOFFICE April 7, 1958

—
N.Y. Paramount Gets
'New Look' Treatment
NEW YORK—It
was both a new and old
Paramount Theatre which opened its doors
Wednesday night (2)
to a new policy of presenting
top quality pic-
The lead-off at-
tures.
traction was 20th Century-Fox's
"The Young
Lions," unveiled in the
gala premiere manner
as a benefit for the
Actors' Studio.
Although preparations
for the changes
have been going on
for several months, the
Robert Shapiro
theatre remained dark
for only a week and Robert Shapho, managing
director, and his staff have been working
virtually around the clock to have everything
in readiness.
The Paramount, which originally opened
its doors to the public in the fall of 1926, has
undergone relatively few changes since the
premiere night, but progi-am policies have
been elastic, having been revamped to meet
changing times and tastes. It has been the
home of stage shows with name bands, "presentation"
themes and variety acts, as well as
straight picture programs—for many years
the cream of the Paramount Pictures outlet.
More recently, the trend has been toward the
sensational, exploitation, teenage type of
product.
With the booking of 20th-Pox's much-heralded
Al Lichtman production, "The Young
Lions." the Paramount has returned to a de
luxe policy and it appears likely that the
20th-Fox calibre of product, which formerly
played the Roxy, will be channeled into the
big Broadway house. To so inform the public,
the theatre broadcast the message, "There
Is a New Look Coming to the Paramount
Inside and Outside."
The Paramount has been refurbished, redecorated
and, on a staggered basis, will be
reseated. New draperies adorn the lobby and
foyer alcoves, the walls have received fresh
coats of paint, the marble and brass decorative
effects have been refinished and new
carpeting has been added in various parts
of the theatre. A new Hurley screen has
been installed, measuring 65 by 27 feet, as
well as new Simplex XL projectors.
It is planned to put in new seats on a
gradual basis, installing them during nonshow
hours over a period of time. The seating
capacity is 3,600.
Delaware Coast Houses
Updated for Big Pictures
REHOBOTH, DEL.—Two local theatres
have been updated m anticipation of the
return of local patrons in great numbers to
see an impressive list of big picture bookings.
The Center, owned by the Midway Realty
Corp., recently completed redecoration of all
interior walls, including new fabrics about
the stage area and acoustical treatment of
auditorium walls. An up-to-date lighting
system will be installed soon.
A face lifting at the Avenue Theatre includes
new seats, new high fidelity sound, air
conditioning, fresh, attractive stage settings
and the installation of a widescreen.
Charges Orderly Releasing 'Disrupted'
By Out-of'Routine Selling Policies
Appeal Court Okays
Brunswick Drive-In
ALBANY—Tlie town of Brunswick in Rens-
.selar County has lost its fight in the appellate
division, Albany, to prevent James Giordane,
of Troy and James H. Connell of suburban
Wynantskill from building a drivein
theatre.
Former Supreme Court Justice Christopher
Heffernan, acting as official referee, had
granted an order to the two men, restraining
the town from baiTing the theatre. They
argued that after acquii-lng property and
making plans, the town passed a zoning ordinance
expressly prohibiting a di-ive-in. The
town, on the other hand, claimed that a
zoning ordinance, previously passed, generally
prohibited such a theatre.
The appellate division, in an unanimous decision,
ruled that the ordinance specifically
prohibiting drive-ins "is an attempt to zone
the town ag'ainst drive-in theatres," without
complying with the requii'ements of the town
law. The town failed to comply with this
law, the couj-t iniled, because it requires the
appointment of a zoning board, the holding
of hearings and the filing of recommendations.
This is the second time within a year that
the appellate division has upheld Heffernan
in overruling- a "drive-in ban" town ordinance.
The fii'st concerned the town of Glenmont
and an automobiler which Mon-is and
Raphael Klein had started to construct there.
In both instances. Judge Heffernan ruled
that the drive-in builders had "a vested
right." The Kleins subsequently completed,
and opened the Jericho Drive-In at Glenmont.
FCC Okays NTA Purchase
Of WATV and Affiliates
NEW YORK—The Federal Communications
Commission Monday (31) approved the
sale of television station WATV and its AM
and FM radio affiliates, WAAT and WAAT-
FM, to National Telefilm Associates. All are
New York stations.
NTA will now ask FCC authorization to
change the call letters of the TV and radio
properties to WNTA-TV, WNTA and WNTA-
PM. It is the fii-st transfer of absolute ownership
of a TV station in this area.
WATV is the second TV property acquired
by NTA. Last year, NTA bought controlling
interest in KMGM in Mlnneapolis-St. Paul.
In February 1958, NTA acquired 100 per cent
ownership of the station by buying the 25
per cent stock Interest held by Loew's, Inc.
WB Mortgage Sold to Bank
NEW YORK — The $1,696,000 mortgage
which Warner Bros, took part of when it sold
the ten-story office building at 322 West 44th
St. last fall, has been sold to the New York
Savings Bank, it is reported by John J. RejTiolds.
Inc., broker.
COLUMBUS, OHIO— "Ignormg of
normal
availabilities" by distributors of .such pictures
as "The Ten Commandments," "A Farewell
to Arms," "Sayonara," "Peyton Place and
"Old Yeller" is causing disruption of the orderly
releasing system. William Carroll, executive
.secretary of the Independent Theatre
Owners of Ohio, charged this week.
Carroll .said that "measurable progress" has
been made recently toward the goal of a
steady, regular release of top product but
that "there is much danger that any such
progress will mean nothing to nine out of
ten theatres because of the selling plans of
these pictui-es."
CaiToU said that a year after the release
of "The Ten Commandments" .some "90
per cent of the theatres .still had not been
able to play it."
He said Fox followed suit with "Peyton
Place." "Ignoring normal availabilities, they
decide for themselves what theatres are
'qualified' to play the picture and invite only
those 'qualified' theatres to 'submit proposals.'
" He .said the proposals must stipulate
extended playing time, guarantees, high percentages,
amount to be spent for advertising,
admission prices and "all sorts of things that
should be in the province of the theatre owner's
judgment." He said "A Farewell to — Arms"
is being marketed under a like plan "every
run a roadshow."
Carroll said that in another instance all
prints of "Sayonara" are taken out of town
after the first city break and all subsequent
runs are told that the exchange has no idea
when prints will be available again. He said
after certain runs all prints of "Old Yeller"
disappear.
"If this trend continues every worthwhile
pictm-e will have 'test engagements,' pre-prereleases,
prereleases, fli-st-run roadshow, second-run
roadshow and all sorts of special
handling that can be conjured up," he said.
"Orderly release will be a hollow accomplishment
for the vast majority of theatres."
Buddy Friedlander Joins
United Artists Records
NEW YORK—Buddy Friedlander. veteran
recording industry executive, has been made
national promotion manager of United Artists
Records by Max E. Youngstein, president.
The appointment completes the promotional
setup.
Fi-iedlander was national promotion manager
of Epic and OK Records, an executive
with Mercury Records, a song plugger for
Mills Music Publishers and promotion representative
for Georgia Gibbs, Fran Warren,
Noro Morales and others. He was actually
born backstage at Loew's 116th Street Theatre
where his father was manager.
Midway, Del.. Airer Adds
Ramp Area for 100 Cars
MIDWAY, DEL—The Midway Drive-In,
owned by Midway Enterprises, is being enlarged
to accommodate 100 more cars, giving
the airer a capacity of around 500 cars.
Also in progress at the drive-in Is a landscaping
program that will make the Midway
one of the most attractive outdoor theatres In
the state.
BOXOFTICE AprU 7, 1958 E-1

—
—
—
'Run Silent, Run Deep Opens Big;
'Merry Andrew/ Others Hold Up
NEW YORK—Pleasant weatJier, plus several
stj-ong new pictures for the Easter season,
boosted business at the majority of the
Broadway first runs, several of whlcli had
long waiting lines during the weekend. These
Included "Run Silent. Run Deep." which
had a smash opening week at the Victoria;
"Witness for the Prosecution." very big in
its eighUi week at the Astor. and "Merry Andrew."
coupled with tiie Music Halls annual
Easter stage pageant, which had a second
week bigger than the opening stanza at the
world's largest playhouse.
Two important 20th-Fox films. "The Young
Lions" and "The Long. Hot Summer." opened
during the week at the Pajamount and Mayfair,
the former theatre being closed a week
for refurbishing.
The art houses were headed by simultaneous
runs of two films also on Broadway.
"Witness for the Prosecution" at the Plaza
and "Desire Under the Elms" at the Sutton.
(Averogc Is 100)
Astor—Witness for the Prosecution (UA), 8th wk 140
Boronef—To Poris With Love Confl); The
Ladylcillcrs (Confl), reissues, 2nd wk. ........ 1 25
Copitol—Teocher's Pet (Paro), 2nd wk 150
Criteriori— South Pacific (Mogno), 2rxJ wk. of
two-o-doy 1 95
Fine Arts—.Demonioque (UMPO), 4th wk 120
Stti Avenue—Gervoise (Confl), 1 I th wk 140
55fh Street—Henry V (Rank), 8th d.t. wk 115
Guild Confessions of Felix Krull DC A), 4th wk. 120
Little Corr^gie—Chose o Crooked Shadow (WB) 140
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J'Ao/n 'Sood (Dspsnxlabis
FILMACK
Loews Stale— Soddic the Wind (MGM). 2nd wk
Moyfoir—Th« Unholy Wife Ul), 4th wk,
120
95
NormorKlie—Snow White and the Seven Dwarfs
(BV), reissue, 8th wk
.110
Odeon—Desire Under the Elms (Poro), 3rd wk. 150
Poloce—The Bridge on the River Kwoi (Col).
1 5th wk of two-Q-doy 200
Poromounl—The Young Lions (20th-Fox), opened
April 2
Pons—And God Created Woman (ICingsley),
23rd wk 150
Plozo—Witness for the Prosecution (UA), 8th wk 150
Radio City Music Hall— Merry Andrew (MGM)
plus Eoster stogc show, 2nd wk,
.165
Rivoli Around the World in 80 Days
(UA), 76th wk of two-o-day
.200
Roxy—Closed until Windtammcr opens April 9
Sutton Desire Under the Elms (Pora), 3rd wk. . .125
Trom-Lux 52nd The Lovemoker (Trons-Lux),
3rd wk 110
72nd Street A Love Story (Topaz) 110
Victoria Run Silent, Run Deep (UA) 185
Worner—Search for Paradise (SW), 28th wk.
of two a day 145
World—The Bride Is Much Too Beautiful
(Ellis-Lax), 10th wk 120
'Bridge' Second Week
Aided by Oscars
BALTIMORE—With seven Academy Awar(is
pinned on the picture, "The Bridge on the
River Kwai" scored a 20 per cent increase in
its second week here and "Witness for the
Prosecution" did better for its fourth weekend
than its thii-d. "Snow White and the
Seven Dwarfs" is quite strong for a rerelease.
Century
Cinema
A Farewell to Arms (20th-Fox), 4th wk.
And God Created Womon (Kingsley),
100
20th wk 65
Film Centre Merry Andrew (MGM)
Five West The Bride Is Much Too Beautiful
1 50
(Ellis-Lox) 125
Hippodrome The Bridge on the River Kwai
(Col), 2nd wk 275
Little An Americon in Poris (MGM), reissue. ... 90
Moyfoir Witness for the Prosecution (UA),
5th wk 150
Playhouse Gervoise (Cont'i), 2nd wk 85
Stanley Snow White and the Seven Dwarfs
(BV), reissue 125
Town Seven Wonders of the World (Cinerama),
14th wk 75
'Bridge' Continues to Top
Field at Buffalo
BUFFALO — "The Bridge on the River
Kwai" continued to top the boxoffice field
here in its third week at the Century when
it ran up a snappy 205. "The Brothers Karamazov"
turned in a 120 on a nine-day second
week at Shea's Buffalo. Elsewhere business
was quiet.
Buffalo The Brothers Koramozov (MGM).,.. 120
Center Eighteen and Anxious (Rep) 90
Century The Bridge on the River Kwoi (Col),
3rd wk 205
Cinema All at Sea (MGM) 95
Lafayette The Bride and the Beast (AA); Beost
of Budapest (AA) 85
Paramount House of Wox (WB); Phontom of
Rue Morgue (WB), 3-D reissues 95
New York Theatre Changes
Name to Globe in April
NEW YORK—The New York Theatre
Broadway and 43rd Street will change its
name early in April to the Globe Theatre, according
to the Brandt chain, which operates
the house.
The original Globe Theatre, at Broadway
and 46th Street, is being reconverted to a
legitimate house and wDl open in May as the
Lunt-Fontanne Theatre, to honor the famous
stars of "The Visit," the new house's opening
attraction. Originally a legitimate theatre,
the house showed pictures from the mld-
1920s until August 1957. when it was closed
by the Brandt chain.
at
Drops $1 Carload Price
At Jericho in Glenmont
GLENMONT, N. Y. —In dropping the $1-
per-carload price which he charged seven
nights a week at the Jericho Drive-In here
last season. Morris Klein has replaced it
with a straight 70-cent tap for persons over
12—effective on reopening Thursday (3).
Klein also increased the price at his Hi-Way
Drive-In between Coxsackie and Castleton
from 65 to 70 cents, effective on the relighting
Thur.sday. Scale at the Sunset Drive-In,
Hudson, which MorrLs operates with a
younger brother Raphael, remains the same.
The brothers' fourth automobiler, the
Mountain outside Hunter in the Catskill
mountains, will not relight until later.
Morris said Monday that there was "five feet
of snow there yet." The Kleins also ojaerate
the indoor Hunter, hardtop, as a summer
situation.
Klein gave the difficulty under which he
conducted the Jericho as reason for the low
price. The town of Glenmont has a curfew
law, which limits screenings to midnight
Monday through Saturday and to 11 p.m. on
Sunday.
With such a time limitation, Klein could
not present a second feature until the summer
evenings grew shorter. This put him at
a disadvantage with ai-ea drive-ins who had
no "deadline." Klein said the Jericho showed
a profit in its first season with the bargain
scale.
Key Rings Given Away
At Drive-In Reopening
ROTTERDAM JUNCTION. N. Y. — The
Rlverview Drive-In here attracted nearly
500 cars for a free reopening show recently.
Bob Lament said
the turnout represented an
increase of 200 automobiles over last year's
free relighting.
Drivers were given free double-key ring
chains which separate and which glow in tlhe
dark. Costing 12 cents apiece in wholesale
lots, the device is hooked together by an
"owl," whose eyes glow. Pushing a snap releases
the house and the car rings, so they
can be kept separate. The back of the plastic
owl carries an advertisement for the drivein.
Tlie Lamont organization purchased 5.000
of the key rings for distribution at the Riverview.
Sunset in Kingston and Vail Mills in
Vail Mills.
Stars Attend Benefit
Of 'Lions' at Paramount
NEW YORK—Montgomery Clift and Hope
Lange, two of the stars of "The Young Lions,"
attended the opening at the refurbished Paramount
Theatre Wednesday, and the Actors
Studio midnight supper at the Waldorf Astoria,
immediately following. The studio
sponsored both the events.
Marilyn Moru'oe, Don Murray (Miss Lange's
actor-husband
I , Joan Crawford, Ben Gazzara,
Cheryl Crawford, Eli Wallach and Joan
Copeland walked across a golden carpet in
the new Paramount lobby and were interviewed
by Martin Block while they were
photographed by ABC-TV cameraman.
Public performances of "The Young Lions"
started Thursday (3).
Philip Leacock. young English director,
has been signed by the HHL company to
UA's "The Rabbit Ti-ap."
E-2 BOXOFFICE April 7, 1958

. . For
. . The
ALBANY
/"•arl Bovee, onetime assistant manager
of tlie Strand liere and later manager
of the Delaware, rejoins Lament Theatres
as manager of Vail Mills Drive-In at
Vail Mills. A native of nearby Gloversville,
Bovee is doing newscasts and writing continuity
for radio station WENT, Gloversville.
His affiliation with the Lamont organization,
effective April 10, will be on a
year-around basis. The Vail Mills probably
will be relighted April 17. Joe Dunaj, manager
last year, has transferred to the Riverview
Drive-Iii as Howard Gammer's assistant.
Ethel Anameier, longtime manager's secretary
at Universal, is now bookers secretary
at 20th-Fox . the third year, Norman
Weitman, Universal manager, and Mrs. Weitman
participated in an "audience awards"
party the night of the Oscar ceremonies.
Four couples joined them . Times-
Union reported that more than 9,000 entries
had been received in the first annual A-
cademy Awards contest sponsored by the
Strand and the newspaper. Only one person,
Walter Kicinski, a freshman at RPI in
Troy, turned in a perfect score—right in
all of his choices.
The closed-circuit telecast of the Basilio-
Robinson championship fight in Fabian's
Palace attracted a capacity crowd of 3,600
Two di-ive-ins of the
at $3.50 adniission . . .
Albany exchange district have been renamed.
Kallet Theatres of Oneida renamed WGAT
outside Utica the New Hartford. Ben Hobbs
replaced the Plattsburgh with Route 3. The
Utica automobiler had originally been tagged
with the call letters of a local radio station,
then operated by Ei"ic Williams, owner of
both. The ozoner is located in the town of
New Hartford. Hobbs switched the title in
the north counti-y to identify more clearly
the route on which the open-airer is located.
The concession stand at the Sunset Drive-
In, Hudson, has been virtually doubled in
size and cafeteria-type operation has been
installed. Owned by Morris and Raphael
Klein, the automobiler's concessions are being
handled this year by Ti-i-State Automatic
Candy Corp. Enlarged stand measures 27x
58 feet. A new stand, of the station tj-pe,
has been added at the Kleins' Hi-Way Drive-
In near Coxsackie. This, too, is operated by
Tri-State.
The Hi-y group came to the end of the
trail last week, on the Desmond-Cominick
Bill banning the use of subliminal advertising
for commercial purposes on film. Unanimously
passed by the Senate a w-eek before,
the measure was sent to rules committee in
the lower house. When the teenage boys and
girls, headed by John Garman of Milne High
School, Albany, called at the office of Speaker
Oswald D. Heck for assistance in getting the
bill reported from the rules committee, they
were directed to take the matter up with
Assembleyman Malcolm Wilson. Yonkers Republican
and codes chairman, who oulined
reasons why the bill should not be passed
at this time.
Phyllis Dalton. British costume designer,
will create the costumes for Samuel Bronston's
multi-million-dollar production, "John
Paul Jones," for Warner release.
Albany Filmrow Dinner
A Farewell to WB Staff
ALBAN'VT— Exhibitors and Filmrowcrs bid
"adieu" to the Warner Bros, .staff at a dinner
in Slea.sman's on the eve of the exchange's
closing. Seventy-one per.sons attended.
Brief talks were given by Ray Smith,
who continues as WB salesman and by Dick
Young, 20th-Fox booker and head of Local
F-43, who moved from vice-president to
pre.sident of the local with the retirement of
Charlotte Lansing, who lost her job as assistant
cashier through darkening of the
Warner branch.
Exhibitors present included Elias Sohlenger,
Fabian division manager; F. Chase Hathaway,
Hathaway 's Drive-In. Hoosick; Sarto
Smalldone, of Malta Drive-In, Saratoga;
LEMON • PINK
Johnny Gardner, partner of the Unadllla
Drive-In and builder of a new automobiler
near Glens Falls; Al LaFlamme, former manager
of the Strand and now partner in Unadilla
Drive-In.
W. C. Handy Rites
NEW YORK—Funeral services were held
Wednesday i2i for W. C. Handy whose life
Ls depicted in "St. Louis Blues," Paramount
picture, at the Abyssinian Baptist
Church in Harlem. He was 84 years old.
Eulogies were delivered by Mayor Rofc>ert F.
Wagner, Paul Cunningham, president of the
American Society of Composers, Authors and
Publishers; Ed Sullivan, TV personality, and
the Rev. Adam Clayton Powell. Burial was
in Woodlawn Cemetery.
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BOXOFFICE :: April 7, 1958 E-3

:
BETWEEN THE LINES
The Oscar Show
VOU can't please everybody, but a checkup
of friends and acquaint^ances from
outside the industo' as to their reactions
to the Academy Award telecast brought out
one universal comment: It was far better
than previoiLs Oscar shows. The opinions
i-ansed from fair to fabulous and. except
for one or two critics who must have had
chips on their shoulders, the show was
lively. It moved. And the timins was perfect.
But what did it do for the industry?
It's too early to measure the show's benefits
but. perhaps, these comments from
personal friends could be a guide post, if
multiplied by the millions of viewers of the
telecast
The wife of a dentist said she would be
ashamed to tell us when she had been to
the movies the last time. However, she said
the telecast definitely had awakened her
to the fact that she had wasted a lot of
time in front of her television set during
the last year. And that she was going to
see more pictures in theatres.
The owner of a greeting card shop said.
and this is almost a direct quote: "What
have I been missing! I've got to see those
pictures that were mentioned on the Awards
show,"
Several others sp>oke in the same vein.
Within the industry, however, there were
some complaints regarding the lack of sales
pitches. It was the consensus that there
should have been more of a "sell" to the
public to get out of the house and into the
theatres. These pitches could have been
dropped in without disrupting, slowing
down or interfering with the show in any
way, it was said. They could have been
pitches without having the semblance of
commerciaLs.
If the "lost audience" has been stimulated
with the desire to renew the moviegoing
habit because of the telecast, it
won't mean a thing unless the followthrough
is followed through. The businessbuilding
campaign is under way. The "let
George do it" attitude will toss money
down the drain unless every exhibitor becomes
a George. Let's all be Georges and
do it.
•
That 'Bridge' Stunt
CELE>OM has a publicity gimmick received
the nationwide, if not worldwide, attention
that has been accorded to the nineyear-old
Italian girl, Marisa Leonizio, for
whom Columbia Pictures built a replica of
the River Kwai bridge over a stream near
her village home so that she could take a
short cut to school. It all goes to prove
that wideawake showmen can latch on to
any legitimate stunt and have it go all the
way, as in this case, to the White House,
if there is a human interest touch back
of it.
Columbia has let us borrow a scrap book
By AL STEEN
of the material that broke into print as
a result of the project. Life magazine gave
it two breaks, one in the issue of February
3 and the other in the March 31 issue.
Newsweek also used text and pictures. And
the Washington and New York newspapers
played it up big with Page One pictures
and lengthy stories.
The whole thing started when the girl
wrote a school essay, asking a patron saint
to build her a bridge across the Chiona
River which often rose so high she had to
travel four miles over rough roads to attend
school. Italian newspapers picked up
the story. Enzo DeBemard. Columbia press
representative, saw it and suggested that
Columbia constnict a duplicate, on a
smaller scale, of the bridge on the River
Kwai from the picture of the same name.
Columbia did exactly that and aLso brought
over the little girl to attend the Washington
premiere of the picture, sponsored by
Mrs. Dwight D. Eisenhower.
Probably there are similar, local incidents
that are begging for such promotion.
And capital can be made of them on the
local level.
•
Dog Goes to Movies
QARL ROGERS, manager of Loew's Theatre.
Dayton. Ohio, sends us the following
from Mike Hennessy's "Off Beat" column
in the IDayton News:
Humans don't have a stranglehold on
poor sense of direction—it can even happen
to animals. Carl Rogers, manager of
Loew's Theatre, called to say he was sitting
in the back row Sunday evening watching
"Raintree County."
"It wasn't too crowded back there. I
heard this commotion behind me. Next
thing. I notice this dog coming down the
aisle. He Cor she) just jumps up on the
seat and starts watching the movie.
"We finally got him (or heri out. Never
saw anything like it before."
It had to be a case of misdirection. That
poor pooch just wanted to see "Old Yeller"
at the Victory and he got his
signals crossed.
•
(or her)
Patter
H TKT.EVISION station has just been put
up on a coral reef in the Pacific. It
already has atoll TV.
* • *
In answer to a question, it was denied
that closed-circuit means a theatre chain
that has gone out of business.
* * *
A Southwest theatre recently was burned
out. But it must have been expected. The
sign on the marquee said: A Sure-Fire Hit.
« « •
An ex-exhibitor in Congress who was
able to break up a political group now refers
to himself as a bloc buster.
To Vote on List-Alden
Consolidation April 11
NEW 'VORK- -A reorganization plan providinK
for the transfer of the assets of List
Industries Coi-p., which controls RKO Theatres,
to the Glen Alden Corp. will be placed
before the stockholders of both corporations
at meetings .scheduled for April 11. In addition
to the operation of RKO Theatres, List
is engaged in the textile finishing business,
in the manufacture of aluminum pLstons and
in warehousing. It also has an interest in oil
and gas properties, as well as in real estate
and other investments.
Glen Alden is engaged in the production
and sale of anthracite coal, in the manufacture
and sale of air conditioning equipment
and heat pumps and in the manufacture and
sale of fli-e trucks.
The sales and revenue of both corporations
for 1957 were $117,000,000 and the variou.s divisions
employed a total of 8,500 persons.
If the reorganization is approved by the
stockholders, the name of Glen Alden Corp.
will be changed to List Alden Corp. The basis
for the plan will be the exchange of five
shai-es of Glen Alden for six shares of List.
The consolidated net income of List Industries
for 1957 was $2,037,769 or 48.4 cents
per .share before special item and $1,540,461
or 36.6 cents per share after special item.
Cite Leonard Bernstein
At Ascap Annual Dinner
ISTErw YORK—Ascap presented a scroll to
Leonard Bernstein as the first native-born,
native-trained conductor of the New York
Philharmonic at the 44th annual membership
dinner at the Waldorf Astoria Tuesday.
Among the other honored guests at the
dinner, which was attended by 1,000 authors
and composers of America's music, were Elsa
Maxwell and Arthur Godfrey, who recently
became Ascap members: Mrs. Robert Bartlett,
daughter of the late Victor Herbert,
who was one of the founders of Ascap, and
Bruno Zirato, manager of the Philharmonic
Society. Featured on the program after the
dinner were Vincent Lopez, Morton Downey,
Norman Dello Joio, Betty Madigan, Margaret
Tynes, La Verne Hutcherson, Avon Long, Vic
Damone and Senor Wences.
Nineteen members of the Ascap board of
directors acted as honorary pallbearers at the
funeral of W. C. Handy, composer of "St.
Louis Blues," at the Abyssinian Baptist
Church Wednesday.
Bank of America Closes
Special N.Y. Branch
NEW YORK—The Bank of America wUl
move its local motion picture and television
department April 30 to bank headquarters
in Los Angeles. It was established here eight
years ago to distribute 30 features acquired by
the bank, which have now been sold to Mundus
Television Corp.
The local office was supervised by Francis
Herwood, vice-president. The resident manager
was Peter W. Geiger, who plans an early
announcement of a new affiliation.
N.Y. Producers to Meet
NEW YORK—The Film Producers Ass'n of
New York will open its campaign to further
production here with a dinner Tuesday (8)
at Toots Shor's, at which Mayor Wagner will
speak. The group was organized seven years
ago and has 31 members.
E-4 BOXOFFICE : : April 7, 1958

Orson
Wald Attends Tribute
To Joanne Woodward
NEW YORK— Jerry Wald. producer of "The
Long, Hot Summer," came on from Hollywood
Wednesday (2i to attend the opening of the
picture, which was a tribute in honor of
Academy Award-winning Joanne Woodward
at the Fine Arts Theatre Thursday (3).
Also attending the performance at the
Fine Ai-ts were : Welles, who is starred
with Miss Woodward: Sarah Marshall,
featured player, and 24 Pulitzer Prize winners,
including Edna Ferber, Thornton Wilder,
John Steinbeck. John Hersey, Herman
Wouk MacKinley Kantor, Elmer Rice, Robert
Penn Warren, Mark Van Etoren, Charles A.
Lindbergh. Also on hand were: Ben Hecht,
Fannie Hurst, Quentin Reynolds, Kathleen
Winsor, Truman Capote and Eugene Lyons,
who paid homage to William Faulkner, on
whose novel, "The Hamlet," the picture is
based.
Regular performances of "The Long, Hot
Summer" started Friday at both the Fine
Arts and the Mayfair Tlieatre in Times
Square.
Selectivision
Hearing
Adjourned One Week
NEW YORK—The preliminary hearing on
methods employed in the sale of Selectivision.
Inc., stock was adjourned Wednesday
i2> to Wednesday (9) in the offices of Louis
J. Lefkowitz. attorney genei-al. Charges had
been brought against P. J. Gruber & Co.,
stock broker, claiming the use of "fraudulent
literature." A temporai-y restraining order
was continued.
Those being examined are Gruber, J. T.
Hamilton, Selectivision president, and Bernard
L. Goldenberg, assistant to the president.
The attorney general has charged statements
that $4,000,000 had been invested in
the toll TV system while the actual investment
was only $150,000, and that 100,000
apartments were to be wired by the end of
March while only a few have been wired.
He said Gruber had sold 65,000 shares of the
stock at prices ranging from $1 to $2,
Two-Performance Opening
For 'Stage Struck'
NEW YORK—"Stage Struck," the RKO
picture being distributed by Buena Vista, will
have a two-performance opening at the Normandie
Theatre at 8:30 and at midnight April
22. The picture, which was fUmed in New
York in Technicolor, stars Henry Fonda and
Susan Strasberg.
The 8:30 showing will be a benefit for the
Actors' Fund of America while the midnight
showing will be a "Salute to the Legitimate
Theatre" program for the casts of all the
Broadway shows. Susan Strasberg, who is
starring on Broadway in "Time Remembered,"
will present the first pair of tickets for the
benefit to Mayor Robert F. Wagner at City
Hall Monday (7). Fonda is also starring on
Broadway in "Two for the See-Saw."
Producers for Life, Times, American Can, Pepsi-
Colo Shorts. Edited Feotures, "CODE of the Underworld,"
"Operotion Monhunt," Billy Groham's
Crusade "Times Square Story."
Spot News Coverage by our cameraman.
Will Produce any Subject 16mm. 35mm.
Technicians foi meriy with March of Time.
David J. Cazalet, Inc.
333 W. 52nd St., N. Y., N. Y., Tele. Plaio 7-7847
BRO ADW A)(
T GUIS J. BARBANO has been elected llnancial
vice-president of Columbia. He has
held posts of dii-ector,
finance
committee
chairman and vicepresident
of Columbia
International and is
an authority on motion
picture financing. " " *
Robert Wile, director
of exhibitor relations
for 20th Century-Fox,
is back on the job after
an extended illness.
Wile took sick at the
Allied drive-in convention
in Louisville
LfOuis J. Barbano
in February. ' * * Milton Rackmil, president
of Universal, returned from studio conferences.
* • And Spyros P. Skouras, president
of 20th Century-Fox, came back from Paris,
Athens, Rome and London. * - * Al.so back at
their desks following lengthy studio meetings
were A. Schneider, newly elected president of
Columbia, and Leo Jaffe. first vice-president
and treasurer. » * * Martin Davis, executive
assistant to Jerry Pickman, Paramount vicepresident,
is back in town from Hollywood.
* *
George Seaton, president of the Academy
of Motion Picture Arts and Sciences, came in
from Williamsburg, Va., and will leave today
(7) for Chicago and Hollywood. * * * Marcello
Gerosi, co-producer of Paramount's "Tlie
Black Orchid," also a visitor.
Gil Golden, national ad chief for Warner
Bros., who moved to the coast a couple
of months ago, was back in town for a
week's visit and parleys on some of Warners'
upcoming pictures. • * * Dave Blum, who
beats the drums for Loew's International,
began a three-week vacation. He's spending
his time catching up on his chores on his
farm near Morristown, N. J. * * * Here from
the Culver City studios are J. Shearer and
H. J. Glick of the MGM studio legal department.
• * * Sidney Lumet, who directed
"Stage Struck," is back in New York aft«r
discussing futm-e assignments in Hollywood.
The RKO-Buena Vista picture will open
this month at the Normandie Theatre. * * *
Sy Gomberg and Jack Sher are in New York
to ballyhoo "Kathy O," new Universal comedy
which will be released in the early summer.
Gomberg produced, Sher directed and they
both wrote it. • * * Thomas W. Moore, formerly
general sales manager of CBS Television
Film Sales, has been appointed vicepresident
of ABC in charge of TV programming
and talent.
it"
Benjamin Lorber, insurance manager for
Universal Pictures, has been re-elected president
of the Jewish Community Council of
Perth Amboy. N. J. ' » • Phil Cowan, formerly
head of his own public relations firm
and P. R. director of Screen Gems, has joined
National TelefUm Associates as director of
exploitation.
* * * Buena Vista's western sales
manager, Jesse Chinich, has returned from
sales sessions in Dallas and Denver. • • •
Alfred Daff, executive vice-president of Universal
Pictures, hopped off Wednesday (2i
for Singapore. Manila and Japan for meetings
with Universal personnel and exhibitors
of the areas. • • • Walter Reade jr., circuit
operator, returned from a four-week buying
trip to Europe, looking over product for his
CuiUinenlal Distributing, Inc. • ' * Harold
Sharp, Coca-Cola's vice-president; Charles
Okun, theatre repi-e.sentative, and Mrs. Okun
will sail for London to attend the Variety
Clubs International convention.
Sophia Loren, star of "Desire Under the
Elms," an-ived by plane from Hollywood
Saturday (5) and .sailed immediately for
Europe on the He de France, accompanied
by her hu.sband. Carlo Ponti, co-producer of
"The Black Orchid," which .she just completed.
• • • Robert Stack, who will play the
title role in "John Paul Jones," and Erin
O'Brien, who will be featured, flew to Europe
April 1 to film the picture in Spain. * • •
Virginia McKenna, Rank star, and her actor
husband. Bill Ti'avers, aiTived from London
Sunday March 30, en route to Kingston, Jamaica,
to star in "The Shadow and the Peak."
• *
Frankie Vaughan, British singing .star
of "Dangerous Youth," which Warner Bros.
will dustribute here, returned to London via
BOAC Monday (31).
t"
Robert Evans, who played the bullfighter
in "The Sun Also Rises," has left for Hollywood
to co-star m another 20th-Fox Cinemascope
film, "Rope Law." * * Pier Angeli.
who has been promoting "Merry Andrew,"
MGM's Easter film at the Music Hah, returned
to the coast April 1, the same night
her husband, Vic Damone, sang at the Ascap
annual banquet at the Waldorf-Astoria. • •
Peggy Cass will take a leave of absence from
"Auntie Mame" to recreate her role of Agnes
Gooch in the Warner Bros, picture starring
Rosalind Russell, being filmed in Hollywood.
* * * Pat Boone, singing star of "April
Love" for 20th Century-Fox, flew to England
via BOAC Thursday 1 3 • * *
) . Mary Ure, star
of Rank's "Windom's Way" who is currently
staiTing on Broadway in "Look Back in Anger,"
appeared on the Omnibus TV play, "The
Lady's Not for Burning" Sunday (6).
Dick Winters, publicity representative of
20th Century-Fox, will address the Catholic
Educators Ass'n of America Wednesday (9)
in Philadelphia in connection with the showing
of 'The Song of Bemadette" to the organization's
annual convention. • * Samuel
Goldwyn jr., producer of "The Proud
Rebel," flew to the coast to set up openings.
• * * Louis Brandt of the Brandt circuit
sailed on the He de France Saturday (5).
• * • Arthur Fiedler, conductor of the Boston
Pops Orchestra, is in town for the premiere
of "Windjammer," in which he and his men
appear in an important sequence. • • • Roger
Caras, radio-TV contact in Columbia Pictures'
publicity department, is in Booth Memorial
Hospital, Flushing, for surgery.
United Artists' "Showdown in the Sun" Is
the story of two men who develop a silver
mine in Mexico.

. . Downtown
.
. . . Pete
. . Joseph
. . The
. . Martyn
. . Jack
BUFFALO
Uanild Bfiinetl, nuinager at National Screen.
IS back from a vacation on Plantation
Key near Key West. Fla., and is sportinR
n beautiful tan. hapf)ening to hit waiTn
weather and sunshine. His parents own a
home on Plantation Key . . . Joe Llppert.
former assistant manager at the Center Theatre,
came back from a montli's tour of
Florida, then entered the Ai-my. He reported
Good Friday at Ft. Lee, Va.. officers scliool
of the quartermaster corps, where he expect.s
to remain three months. Joe has a commission
as second lieutenant which lie earned
while attending Canisius College. Joe visited
all his friends in the Paramount theatres in
Buffalo before leaving for the two-year
stretch in the Army.
Batavia Is one of the first cities in tiie
state to vote to play bingo. City clerk-treasurer
Fi-ank A. Corti announces that it will be
about a week before application forms and
licenses for bingo operation are available.
Corti will be licensing director . . One of
.
the first drive-ins to reopen for the season
is the Aeix) on Union road between Genesee
and Walden, which opened March 27. The
East and West Twin outdoorer is now open,
too, and the Sheridan, which operated all
winter.
The Buffalo U-I exchange now is doing all
the booking for the area formerly covered
by the Albany branch, which has been closed.
It is understood that Frank Dana, now covering
the Binghamton-Syracuse areas out of
the Buffalo office, will take over .some of
the Albany area also . . . Amy Ostrowski,
seci-etary to Ike Erlichman, manager of the
Buffalo U-I office, celebrated her 32nd birthday
March 28 and the office staff threw a
party in her honor.
. .
William Zielor, managing director of the
Century, was right on the job when the
downpour of Academy Awards came in for
"The Bridge on the River Kwai." He had a
big ad in the local newspapers the next day
with the heading, "Best Pictme of the Year,"
and listing all the awards . James J. Hayes,
manager of the Cinema, downtown art house,
got out special art ads on "All at Sea," which
stars Alec Guinness, who got "the best actor
of the year" award. Jim had a big sketch of
Guinness in his ads. holding an Oscar and a
quote reading. "By Jove, I won an Oscar!"
Lester Pollock, manager of Loew's Theatre,
Rochester, is again assisting the local police
. . .
in booking a big show for the annual police
ball April 12 and has signed up Edie Gorme
and Steve LawTence, TV and recording stars,
as headliners and John Long's orchestra to
play for the dancing The North Park
Drive-In opened in Flochester March 28 and
the Washington outdoorer started its season
April 2 in the same town. John J. Keegan.
Kodak Town manager for the Redstone interests
that operate the Lake Shore and
SCRIPT GIFT TO STUDENTS—Students
of English and theatre arts courses
at the University of Buffalo now have
access to first hand information on the
making of a motion picture as the result
of a gift from MOM to Lockwood library.
.An original script, autographed by every
member of the cast. Producer Pandro S.
Berman and wTiter-director Richard
Brooks of "The Brothers Karamazov,"
has been turned over to the school archives
for use by the teachers and students
for clas.sroom and study purposes.
The presentation was made on behalf
of the film company by Edward F. Meade,
(left) city manager of the Shea Theatres,
and accepted by Prof. Stanley D. Travis.
The picture was being shown at Shea's
Buffalo.
Washington drive-ins, said that this is the
first year under that management that the
Washington has opened on schedule. Two
years ago the field was mud and operation
was delayed for most of the season. Last
year the surfacing caved in in one section
and again the theatre was op>ened for only
part of the summer.
Dewey Michaels booked the Basilio-Robinson
fight films into the Palace the day after
the big affair in Chicago and jammed 'em in
for a week at the theatre, which has been
showing films for several months. The Palace
reverted to its burlesque policy
The common stock of the
April 4 . . .
Bausch & Lomb
Optical Co. of Rochester, developer of the
lenses used in Cinemascope, has tieen listed
on the New Yoi'k stock exchange. For many
years the stock had been traded in the over
the counter market.
Ben Dargush, manager of the Center Theatre,
gave orchids to the first 500 women
attending the opening of "Eighteen and
Anxious" . Buffalo theatres,
cooperating with the Council of Churches,
did not open on Good Friday until 3 p.m.
The theatres cooperate in this late opening
each year and gain a lot of goodwill with
I he churches . Tii-State Candy Co. of
Buffalo has taken over the candy concessions
at Loew's State and Strand in Syracuse from
the People's Candy Co.
Manager Sam Mitchell Ls celebrating the
tiist anniversary of the Shoppinglown Theatre
in DeWitt, N. Y., with a lot of special
events, including the presentation of roses
to women . Remy, operator at
the Empire outdoorer in Rochester, is recovering
from surgery which he underwent
recently in St. Mary's Hospital. It was the
first year of all-winter operation at the Empire,
by the way, and Remy likes to go to
Florida during the cold months. Remy, however,
stayed on the job all winter at the
Empire. Joseph Glynn from Natick, Mass.,
who is subbing at the Empire, is hoping that
Remy will be back at the Empire for the
summer.
BALTIMORE
Tack Fruchtman was host to Governor Mc-
Keldin. Mayor D'Alesandro. other state
and city officials, the press, radio and TV personnel
for a private showing of "South Pacific"
at the New Theatre . . . Abel Caplan,
owner of the Westway, invited a group of
. . .
local clergymen for a showing of "Day of
Triumph" at his theatre Robert Ashcroft,
manager of the Broadway, is visiting
with his family in Texas . Seideman
of the Paramount Decorating Co. in Philadelphia
was in town for work at the New
Theatre . Fedder, also of Philadelphia,
has taken over the boxoffice at the
New for "South Pacific."
Watt W. Hodgdon. general manager for
the Fruchtman Theatres, is in southern Maryland
for a week on business ... Ed Ritter is
resigning as night manager of the Century
Prince, spokesman for the Rappaport
Theatres, says business increased at
least 20 per cent for "The Bridge on the
River Kwai" at the Hippodrome directly
after it won the several Academy awards . . .
Aaron B. Seidler. manager of the New Albert,
spent Monday in Washington visiting the
exchanges.
. .
Amos Englehart is the new assistant manager
at the Stanley. He foiinerly was connected
with the Century and Keith's theatres
. Fred Perry, who operates the Cameo,
Edgemere and Rex, has returned from a
New York business trip.
Booth Veterans Die
BUFFALO—John J. Walsh, president of
Local 233, the oldest projectionist in Buffalo
who started in May 1927 in the Paramount
Theatre, died. Another Paramount boothman.
Hector Stewart, died March 21.
been there since 1928.
He had
Jonn^xiM^
BOONTON, N. J.
Large Core
Greater Crater Area
meam
MAXIMUM LIGHT
Evenly Distributed
in
New York—ALBANY THEATRE SUPPLY, Albany—5-505S
NATIONAL THEATRE SUPPLY, Albany—5-1479
EASTERN THEATRE SUPPLY, Buffalo—Mohawk 0001
SUN CARBON Co., New York—Circle 6-4995
E-6 BOXOFFICE April 7, 1958

. . The
. . Max
. . Louis
. . Ross
. . Archie
Three Baltimore Houses
Leased to Fruchtman
BALTIMORE — The Uptown Amusement.
Corp., Associated Theatres Corp. and Sterhng
Amusement Corp.. all headed by Benjamin
Beck, president, have leased the Uptown,
Avalon and Pikes theatres here to the Jack
Fi-uchtman interests, which took over operation
of the houses F^'iday i4).
Beck said that after Friday (4i all obligations
and engagements undertaken in connection
with the theatres would be the responsibility
of the Fruchtman fu-ms. Greenbelt
Theatre Corp. and Avpike Corp.
Beck's companies, including Charter Realty
Corp and Bowmart Properties Corp., are continuing
their offices on the second floor of
the Uptown Theatre building.
PHILADELPHIA
pier Angeli was in town on a promotion tour,
meeting the local press, radio and TV
personalities, to beat the di-um for "Merry
Andrew." which opened at the Goldman for
Easter week . Variety Club auxiliary
members gave former screen actress Vivian
Blaine, currently appearing here in "Say
Darling." a lifetime gold membership card
at a luncheon held at the Bellevue-Stratford
Hotel. The women have raised $10,000
this year for the Variety camp for handicapped
children near Norristown. Jack Beresin
accepted the contribution.
The Andalusia Drive-In on the Bristol
Pike was reopened by new owner Neill Hellman
of Albany, who also operates the Lin-
. . .
coln Drive-In on the Roosevelt boulevard . . .
Charles Kasselman, MGM office manager,
has resigned Charley and Ben Goldfine
have sold their South City Drive-In to Michael
Redstone, owner of the Tacony-Palmyra
Drive-In and 15 other open-air theatres
throughout the east.
. . .
Tiny Goldsmith has returned as manager
of the Stanley Warner Terminal Theatre.
Upper Darby, after a two-month sick leave
Joe Martin is the new manager of the
Stanley Warner Strand Theatre in North
Ray Meyers went from
Philadelphia . . .
Stanley Warner's Midway to manager of the
reopened Boyd.
Italy Ceases Issuance
Of U. S. Film Licenses
NETW YORK—In a gesture of hritation over
the discharge of Italian employes as U. S.
branches close in Italy, the Italian government
has stopped issuing American film licenses.
The action was taken on the eve of
a meeting with Fi-ank Gei-vasi. MPEA Mediterranean
manager. A U. S. major company
export executive called the Italian action a
violation of the current U. S.-Italian pact.
Drive-In to Ex-Laskey Aides
MANNINGTON, W. VA.—The Blackshere
Drive-In. operated since its constinaction six
years ago by Dr. and Mrs. C. P. Church, has
been acquu-ed by two former employes of
Ted Laskey outdoor theatres. Joe C. Carunchia
and O. S. Caipenter. The Chm-ches continue
operation of the Mannington Theatre
here.
PITTSBURGH
Day U'oodiird, indoor and outdoor exhibitor
who will graduate from the Pitt law .school
in two month.s. .said after a trip to the hospital,
that no .surgery is contemplated at this
time . Arnold, who holds an interest in
the Maple Drive-In on Route 30. resumed
active management when his brother-in-law
Jack Judd. who headed the ozoner. departed
for Texas and the .southwest as Columbia
district manager. Since leaving exhibition
some years ago Arnold has been in the fui'niture
busine.ss at Pitcaii-n . . . Speer MarousLs,
retired exhibitor at New Castle, can be found
where
almost daily at the Ahepa Club there,
he has many friends.
Rose Leibhart, retii-ed WB exchange booker,
said hello to friends at a recent tradescreening.
Another oldtimer to turn up was retired
exhibitor Morris Akselrad ... At Franklin.
Dean Houghton, manager of the Ski-Hi Drive-
In. was shot in the hip by a gunman who
stole $498 last Saturday at 10 p.m. Houghton
had closed the boxoffice and had got into his
car to di-ive to the refreshment stand in the
rear of the outdoor theatre when the gunman,
estimated to be aged 18, leaped from behind
a line of cars and demanded the theatre receipts.
The frightened manager thj-ew him
the bag containing the money and stepped
on the accelerator, and the much more
frightened bandit fii-ed at the car.
Ted Charak is the new manager of the ABC
Drive-In at Baden which reopened last weekend
. . . Davy, son of former Filmrowites
Russ and Dotty Zebra, has recuperated after
serious leg injuries suffered in a sledding accident
in February . . . We caught up with
Bob Munn the other day, the first time in a
number of years. Munn has been operating
theatres at Moundsville. W. Va.. since leaving
the film industi-y here ... A teenage gunman
staged a $200 stickup at the Star Drive-
In in Millcreek. Erie. Regis Burns, manager,
and relief cashier Mary Lou Lewis, had
closed the boxoffice and were leaving for the
office when the robber approached and made
his demand for the "box" wliich contained
the money. He made his getaway on foot
. . . Jess Lund of the Alpenn Theatre Corp.,
Aliquippa, was back on the job following a
month's vacation in Florida.
Loretta Guehl, secretai-y to N. C. Rosen.
20th-Fox manager, is recuperating at home
after surgery . Gasparini, formerly
of Crafton and now an Albuquerque theatre
executive, was the last person to pose before
a camera with Mike Todd. He had greeted
the producer at the Albuquerque au-port just
before his fatal flight north . Atchi.son
states that the Lincoln Theatre at
Rimersburg is expected to reopen under new
management next week. The house has been
dark since last November. Frank J. "Budd"
Thomas, theatre booker, was in Chicago.
Robert D. Christie, diiector of the Historical
Society of Western Pennsylvania,
states that there's a mystery about a marker
that -was put up on a utility pole at Forbes
avenue and Smithfield street honoring the
site of the world's first Nickelodeon, forerunner
of the modern motion picture theatre.
The marker listed the first two movies exhibited
at the Harry Davis-John P. HaiTLs
Nickelodeon as "The Great Train Robbery"
and "The Baffled Burglar." The spelling.
"
however, came out "The Battled BurglaJ
uid tlif i>laque was taken down. "Nobody
knows where it is," states ChrLstie, who hopes
that it might turn up in time for Pittsburgh's
bicentennial which gets under way in November.
Another plaque was placed on the Frank
& Seder building to mark the site of the
Nickelodeon but It's not the original.
Bill Lange is the new salesman at the local
Warner exchange. He was a salesman at the
Milwaukee branch which has been cut to a
skeleton crew under former Pittsburgh film
executive Jerry Wech.sler .
Fineman,
area exhibitor and a well-known bridge
player, is acquiring the Regent Square Theatre,
Edgewood, under lease from PrancLs H.
McKnight. former local banker, real estate
broker and investor. In recent years this
theatre had been held under lease to the
Han-y Flei.shman family and operated by
Norman and Samuel Fleishman, Recent
months found the house open only for a
weekend change with no Sunday showing.
George R. Herrington, VFW department
and .state leader, again has been re-elected
chairman of the Veterans Hospital Committee
of Allegheny County. He is a son of
the pioneer theatre owner of this city who
had been an independent exhibitor organization
executive for two score years, the late beloved
Fred J. Herrington.
Harry Kuffner, projectionist who had been
identified for many years at the Sewickley
Theatre, suffered a stroke last Sunday . . .
Bob Caskey was back at his film sales post
after a month's illness . . . Chris Lampros
jr., son of the Sharon theatreman, was home
for the Easter holidays from Georgetown
University law school. He tom-ed Europe last
summer with his father . . . John Laskey of
the Basle-Laskey circuit reportedly was
"more than roughed up" by a teamster, or
teamsters, on Filmi-ow while picking up film.
The body of Clarence E. Gavin, 60, East
End projectionist, was found lying in a parking
lot in the 3900 block of Fifth Avenue
in the early morning April 2. He was pronounced
dead of a heart attack.
Ralph Felton inaugurated another season
at the Spotlight 88 Drive-In in the Beaver
Valley where he suffered considerable losses
last summer when a tornado toppled his
giant screen.
A Break-In But No Loss
WTIEELING, W. VA.—The Mayfalr Theatre
on National road was broken into the other
night but apparently nothing was stolen, according
to Albert Clatterbuck, assistant manager.
Dominick Lopez Takes Over
CLARKSBURG, W. VA.^Snyder's Drive-In
near here has been renamed the Park Drive-
In by Dominick Lopez, the new proprietor.
Gray Barker books the account.

. . Jack
^(md(M ^e^i^nt
•THE House of Commons was pretty well
packed with MPs last week when the
All-Industry Tax Committee came to Parliament
to seek an all-party support for the
abolition of the entertainments tax.
Conservative, Liberal and Labor MPs
crowded into one of the lai-gest committee
rooms at Westminster to hear Sir Michael
Balcon deliver a verbal onslnugrht against the
tax and what it was likely to do to British
film production.
With Sii- Michael and his AITC colleagues
were the cream of the country's film artistes,
including Amia Neagle. Sir Ralph Richardson.
Kenneth More, Dli-k Bogarde. Michael
Redgrave, Yvonne Mitchell. Googie Withers
and Richard Todd. The MPs. conscious of
the fact that here was a group of people
who were more in the public's eye than even
politicians, were duly impressed with the
industry's case and even more attracted to
the obvious publicity value of being seen with
such glamorous boxoffice winners. Later
on, at a reception held on the terrace, there
was a great scramble by politicians of all
pai-ties, to be seen sharing a joke with filmland's
attractive ambassadors.
• • *
The Rank Organization under publicity
controller Charles Young appears to be going
from strength to strength in the amount of
big exploitation ideas it can use in the
national press. Last week he organized with
the Daily Express, which has a 4.000,000 circulation,
a three-page supplement devoted to
the outstanding pictures that are playing
Rank's Odeon and Gaumont theatres during
this spring. By getting the other renters to
tie in with this composite supplement. Young
not only gave the Rank group a big boost, but
showed that the film industi-y as a whole
had plenty to offer the public. Also appearing
in the Express Ls a "South Pacific" contest
in cormection with the British premiere of
the Todd-AO film at the Dominion Theatre
this month. The winners have to choose the
ten best methods of publicizing the show, and
can receive a prize of a holiday for two in
Honolulu plus expenses to the value of
£2,500, or the whole sum in cash. Indifferent
to the alarms and despondency caused by
the general industi-y situation. Young is
setting a pace for diumbeating that is the
envy of the trade.
* * *
Nat Cohen and Stuart Levy, the bosses of
Anglo Amalgamated, were feeling cock-ahoop
last week with the triumphant launching
of two films: "The Duke Wore Jeans"
with Tommy Steele and "The 6.5 Special," a
feature based on the popular BBC hit parade
TV program starring a host of Britain's
rock 'n' roll and disc jockey favorites, at the
Dominion Tottenham Court Road and the
Odeon New Victoria, In addition to a very
friendly trade and national press, Cohen and
Levy announced they would be making a new
comedy at Pinewood Studios. "Carry on
Sergeant," stairing three top TV artistes
William Hartnell, Bob Monkhouse and Eric
Barker. This is the first time that Anglo has
made a picture at Pinewood Studios and, as
it is going to be a large-scale comedy, it is
apparent that the company will be spending
—- By ANTHONY GRUNER
a laige sum of money on the picture. "Carry
on Sergeant" will be produced by Peter
Rogers and directed by Gerald Thomas.
• • «
The biggest female news item in Britain
these days is Pi'incess Margaret, piu'ticularly
since her good friend Peter Townsend has
returned home after a worldwide motor tour.
Evei-j'where the Princess goes photographers
and columnists are sure to follow. Last week
they followed her into the Carlton Haymarket
for the charity premiere of "A Farewell to
Arms." Nothing could have given this Selznick
picture a greater boost, and Fox. who
Her Royal Highness has always treated more
than kindly by attending in per-son their
many premieres, was overjoyed. And to capitalize
on the extraordinary drawing power
of this picture the company has released
the featui-e to 19 London suburban and 14
provincial theatres simultaneously with its
west end prerelease engagement. With the
national spotlight on the picture through
press, TV and radio plugs, "Farewell" is
breaking records everywhere, particularly as
these new situations are able to enjoy a
great prerelease picture at local prices.
* * «
Excitement is mounting over here for the
Variety Clubs International convention, and
Press Guy David Jones is working overtime
with the handouts of the last-minute news
of arrivals, guests, and details of the great
event. Three items from his pen: Jeiry Lewis
will be a guest at the inaugui-al luncheon
of the convention at the Savoy Hotel when
Jolm Hay Whitney, the American ambassador,
will be the guest of honor: Texas barker
E. J. Gall, after registering himself and wife
for the convention, found at the last minute
he could not go.
He asked convention chairman
Jim Can-eras to retain the $80 he paid
for registration fees and devote the sum to
the Heart Fund; Bert Knighton, an executive
of Pepsi-Cola, arrived in town last week to
put finishing touches to plans in connection
with his company's participation in the convention.
Pepsi-Cola is sponsoring a dinner
ball and cabaret at Grosvenor House on
April 24,
* •
The British Film Producers' Ass'n and the
Federation of British Film Makers have
reached unity on the subject of film festivals
in general and the Cannes Film Festival in
particular, which takes place from May 2-17
this year. They have both agi-eed that the
Britush Lion thriller. "Orders to Kill," produced
by Anthony Havelock-Allan and directed
by Anthony Asquith, with Eddie Albert
and the Canadian discovery Paul Massie.
should be the official entry. This thriller, set
in wartime France, about an Allied bomber
pilot who is trained to kill a French traitor,
has plenty of thrills and some wonderful acting
to commend it. It also has a fine literate
script by News Chi-onicle fihn critic Paul
Dehn. Everyone over here has high entry
hopes for "Orders to KUl."
To Add to Prestige
UA's "The Vikings" w-ill have a dual premiere
in mid-June at the adjoining Astor and
Victoria theatres on Broadway in New York.
WASHINGTON
Couth Pacific" received
the lusty plaudits of
the trade, press and government officials
at the Uptown Monday evening . . . George
Seaton, president of the Academy of Motion
Picture Al•t^s and Sciences, was in town . . .
W. D. Loggan has purchased the LaVon
Theatre, Princeton, W. Va., from the T. D.
Fields interests. Independent Theatre Service
will handle the buying and booking . . . Bob
Folliard. RFDA district manager, and wife
report their daughter. Patsy Folliard Dugan,
became mother of twin sons.
. . Estelle
. . . Richard
Oliver Chandler shuttered the Crewe, Crewe,
Va. . . . F. F. White, Fork Union, Va., vLsited
Harley Davidson to arrange the opening of
his drive-in April 4 . . . Ida Bareszofsky of
the MGM staff has a glint in her eye, having
caught the bridal cor.sage at a recent wedding.
Rose Prank weekended in New York.
The mother of Marlene Boron came in from
Ramey, Pa. to spend the weekend .
Ki-ips, wife of 20th-Fox's Charlie Krips.
suffered first and second degree facial bums
following an oven explosion
Beasley. Starlite Drive-In, Christianburg. Va..
returned from a Florida sojourn.
. . . L. Allen and
Sympathy is extended to Doug and Clark
Connellee on the death of their father, a
veteran in the industry
Roscoe Perdue opened the
C.
Raven Drive-In,
Ravenswood. W. Va.. Easter Sunday . . .
Herv Keator manager of the Lee Hiway
Drive-In, Meirifield, Va., has moved his
family from Kingston, N. Y. to Park-Fairfax,
Va. . Jackson, Buchanan, Va., is still
wearing a cast due to a slipped disc in his
Vince Josack of Warners is passing
neck . . .
out peppermint sticks to rival the butterscotch
treats from Columbia's Jack Sussman.
Ernestine Bandel, office manager at National
Screen and a veteran of many years on
the Row. will retii-e May 9 and move to California
Filmrow visitors included Denver
. . . Alshire, Luray; William Dalke, Woodstock;
Laney Payne and T. I. Martin, Fredericksburg,
and Everett Ornduff, GordonsviUe, all
in
Vii-ginia.
NEWARK
n man attempted to hold up the cashier of
the Rialto Theatre, Mrs. Catherine
Powers, reported. When a customer approached,
the bandit fled , . . A benefit
premiere of "Darby's Rangers" weis held at
the Branford Theatre, with a parade starting
at city haU at 8 p.m. The premiere of
the film is sponsored by the South Ward
Boys Club, assisted by Stanley-Warner Theatres.
Participating in the parade to the
theatre were former U. S. Rangers, who live
in this area, a band and the color guard
and officers of the club. David L. Warner,
president of the club, presented a plaque to
the Rangers in a ceremony on the stage.
Charles Handler, club vice-president, was
master of ceremonies . . . Local Walter Reade
Theatres invited patrons to view the telecast
of the Oscar presentations right in the theatres.
The regular film concluded at 10 p.m.
and TV sets spotted in various parts of the
theatre were turned on for the Academy
Awards presentation.
E-8 BOXOFFICE April 7. 1958

Ivan
,OLLY.WOOD
AND VIEWS OF THE PRODUCTION CENTER
lUoUywood Oificc— Suite 219 at 6-i04 IloUinvood Bird ,
Sprar. Westcrji Manatim
'Magdalene' Slated
For Start This Year
HOLLYWOOD — David O. Selznick has
signed Harry Brown to script "Tender Is the
Night," and Chi-istopher Isherwood to pen
the screenplay of "Mary Magdalene." which
he will produce for 20th-Fox release staiTing
Jennifer Jones in both productions. "Magdalene."
to be adapted from the Rev. Edward
Murphy's "The Scarlet Lili." is scheduled to
go before the cameras this year, while
"Night," to be adapted from the F. Scott
Fitzgerald novel, is slated to roU in 1959.
* * *
Three new films to be made by David
March and David Kramarsky, duo who produced
"Cry Baby Killer" for Allied Artists
release, will depict America's underworld.
The story of Vincent "Mad Dog" Coll. slated
to roll in May. will be followed by one on the
notorious Ai-nold Rothstein, victim of assassins,
and a thu'd film based on the recent
revelations of a highly organized vice syndicate
in Utica. N. Y. No distribution deal
has been set on these forthcoming films.
* * «
Gramercy Pictures, headed by Arthur
Gardner, Jules Levy and Arnold Laven, has
placed "Vice Queen." an original screenplay
by Pat Fielder, on its immediate production
slate. United Artists will release.
Alfred Hitchcock to Make
Feature for Paramount
HOLL'YWOOD— Alfred Hitchcock returns
to Paramount to produce and direct "No Bail
for the Judge," a comedy melodrama by
British writer Henry Cecil.
The story tells what happens when a high
court London judge is charged with the murder
of a prostitute. His daughter gets a
gentleman-thief to help find evidence which
will clear her father and the yam races to
a surprising climax.
Hitchcock will make "North by Northwest"
at MGM before starting his Paramount assignment.
Pass Million Mark
HOLL'YWOOD—The million dollar mark in
residual collections for TV wTiters was reportedly
registered last week at the Writers
Guild of America West. Ever since the new
basic minimum contract was negotiated and
improved policing methods instituted by the
television-radio branch, payments for reruns
of video series shows have been growing
steadily. Collections this year have jumped
to $16,000. it was reported.
Hollywood AFL to Try
'Paul Jones' Boycott
HOLLYWOOD—The Hollywood AFL Film
Council. compo.sed of unions and guilds representing
more than 24.000 employes in the
Hollywood film industry, has announced that
it is sei-ving notice on Warner Bros, that it is
planning to organize a nationwide consumer
boycott against "John Paul Jones," being
filmed by Samuel Bronston in Spain for
Warners release.
In addition, said the council, formal protests
will be made to the U. S. Congress and
to the President against the United States
Navy cooperation in the production of this
pictui-e.
The council's action evolves around the
studio's filming in Spain of the film.
"We are not protesting the filming abroad
of scenes legitimately laid abroad." said the
film council. "But we do not think the
American public will approve the photographing
in Spain of the signing of the
American Declaration of Independence and
other historic American events, especially
when such foreign production deprives American
craftsmen of sorely needed work."
'Lassie' and 'Soike' Win
Top PATSY Awards
HOLLYWOOD—Top awards in the eighth
annual PATSY contest sponsored by the
American Humane Ass'n went to "Lassie" of
television fame and "Soike." the star of Walt
Disney's film, "Old Yeller."
Patsy stands for "Picture Animal Top Star
of the Year" and "Perfomiing Animal Television
Star of the Year." The AHA polled
1.500 of the nation's top motion picture and
TV writers to determine the best animal actors.
Second and third place in motion pictures
went to "Beauty." the horse in Paramount's
"Wild Is the Wind." and "Kelly." the dog
starred in U-I's "Kelly and Me." respectively.
"Cleo," the bassett hound m TV's "The
People's Choice," and "Rin-Tin-Tin" won
second and third spots respectively in video.
Silliphant to Do Screenplay
For Rin Tin Tin Biofilm
HOLLYWOO D—Producer Herbert B.
Leonard signed Sterling Silliphant to wTite
the screenplay for his theatrical film production
of "Rin Tin Tin and Me." the biography
of the famed canine star and his trainer.
Lee Duncan.
A September starting date is slated for
the pictui-e to be produced in color and widescreen
by Leonard Productions for Columbia
release.
Premiere oi 'Andrew'
For Tent 25 Boy Club
HOLLYWOOD — More than 100 .screen
celebrities attended the premiere of MGM's
"Meri-y Andrew" at the Pantages Theatre
Wednesday (2i. proceeds of which went to
the Variety Boys Club, sponsored by Tent
25 of Los Angeles.
Leading the glamorous parade to join state
and local officials in the fir.st night audience
was Danny Kaye. Pier Angeli and Baccaloni,
stars of the film. The circus was the theme
of the premiere, with the Pantages lobby,
facade and foyer decorated with "Merry
Andrew" balloons, colorful banners and gay
streamers, and Chucko, Bobo and Goo-Goo,
clowns, presiding. Others attending included:
Anna Mono Alberghetti, Eddie Albert, Jocques
Bergerac, Joe E. Brown, John Corroll, Marge and
Gower Champion, Jeff Chandler, Charles Coburn,
Steve Cochran, Joan Collins, Jeanne Croin, Donold
Crisp, Robert Cummings, Patricio Cutts, Dorothy
Dandndge, Linda Darnell, William Demarest, Buddy
Ebson, John Ericson, Robert Evans, Nonette Fabroy,
Anthony Fronctoso, Eva Gat>or, Zsa Zsa Gobof,
Hermione Gingold, Tob Hunter, John Irelond, Burt
Lancaster, Hope Lange, Guy Modison, Victor Mature,
Virginia Mayo, Ray Millond, Ann Miller, Don
Murray, Lori Nelson, Anne Neyland, Joan O'Brien,
Donna Reed, Edward G. Robinson, Rosalind Russell,
Mark Stevens, Clifton Webb, Shelley Winters, Dona
Wynter,
* * *
The first
underwater submarine premiere
of a Hollywood motion picture took place
when Hecht-Hill-Lancaster's "Run Silent,
Run Deep." Clark Gable-Burt Lancaster
starrer, was shown to a group of Navy and
newspaper guests aboard the USS Perch in
the Pacific.
Producer Harold Hecht hosted the invitational
audience who shipped out to sea
where the film commenced after the submarine
had completed its dive. Later a dinner
party for the guests and Navy officials
was held at the Long Beach Naval Station.
* * *
Edgar Bergen has accepted an invitation
to he master of ceremonies at the invitational
world premiere of Louis DeRochemont's first
Cinemiracle production. "Windjammer," at
the Chinese Theatre Tuesday i,8>.
To Screenplay 'Palace'
HOLLYWOOD—Jo and Ajt Napoleon will
return to Warner Bros., where they recently
scripted "Too Much. Too Soon." to pen the
screenplay for "Ice Palace." the EMna Perber
novel on Alaska.
Another DeMille
School
HOLLYWOOD—A second southern California
public .school is to be named for Cecil
B. DeMille. the new grammer school in Westminster.
The Cecil B. DeMille Junior High
School was dedicated in September 1956.
BOXOFFICE AprU 7, 1958 W-1

New Musicians Group
Asks Bargaining Right
HOLLYWOOD— Cecil F. Read, head of the
newly formed Musicians Guild of America,
disclased that it filed a petition with the National
Labor Relations Board office here lor
recognition as the exclusive bargaining agent
for musicians employed by the major studios.
MGA's petition was accompanied by "authorization
cards" of over 30 per cent of those
musicians that .sought the new representation.
Read said that it is the new guild's intention
to file additional petitions within the
week cover;ng the independent film companies.
• •
>1KLTIN(; POT—From viiried sources come the men who arc being- attracted to
the business of making independent motion pictures and perhaps nothing is more
illustrative of such diversified genesis than "Korean Attack," which will go into
distribution under the label of American International Pictures. Witness the above
taken on the set of that picture. From left to right, the male members are Richard B.
Duckett, who will rate credit as executive producer, a VVa.shington, D. C, financier
engaging in his first filmmaking venture; Mark Sheeler, formerly an exhibitor in
the San Francisco area and who is now a bus.v actor; George Waters, former newspaperman
who wrote the script, and Richard Bernstein, a tradepaper representative,
who worked with Waters on the screenplay and will also rate billing as producer.
The gals, and in the usual order, are Marjorie Hellen, Barbara Luna, who has the
femme topline, and Regina Gleason.
Paramount to Exhibit
Film Gowns Nationwide
LOS ANGELBS—In opening a new facet
of nationwide exploitation, it was announced
that Paramount for the first time will exhibit
gowns worn by actre.sses in unreleased pictures.
Kickoff of the new progiam, which is
planned for other cities in the future, was the
Best-Sellers Luncheon sponsored by the Los
Angeles MiiTor-News in connection with
Edith Head's biography, "The Dress Doctor."
Gowns from "Teachers Pet," "The Buccaneer,"
"Vertigo," "Houseboat," "Hot Spell"
and other films were shown with Valerie
Allen. Paramount actress, modeling some of
Miss Head's creations for the 700 women attending
the function.
Montana Drive-ins Swing
Into Reopening Parade
HELENA. MONT.—The Twi-Llte Drive-In.
Great Falls, and the Motor-Vu Drive-In,
Billings, were among the first outdoor theatres
to open for the season, getting pictures
on their screens during the final week of
March. The Twi-Lite's newspaper announcement
summoned customers to its grand opening
with the cheerful note that "Now the
. . .
birds will begin to sing and .spring will start
bustin' out all over Cause the Twi-
Lite is open!"
The Sundown Drive-In. Butte, was to reopen
Easter Sunday with special ti-eats for
all youngsters attending the show.
Buying Reissues From TV
Stupid, Says Nicholson
LOS ANGELES—Booking reissues for theatres
via television distribution companies
will not keep post- 1948 features away from
TV but will add revenue to video company
coffers by Interposing the "reissue" step l>e-
fore release to the theatre's strongest competitor,
James H. Nicholson, president ot
American International Pictures, warned exhibitors.
Stating that the industry must face the
fact that post-1948 pictures on TV will do
damage, Nicholson said, "The exhibitor who
can't see that a company fonned to distribute
to television will continue its policy after
profiting from theatres should switch to
piano-plajing. The exhibitor should stick
with the film companies which protect his
interests by refusing to sell to television."
Allied Artists to Conduct
$5,000 Sales Contest
LOS ANGELES—Producer-dii-ector 'William
Castle and his writer-associate Robb White
have concluded airangement with Allied
Artists vice-president and general sales manager
Morey R. Goldstein for the award of a
$5,000 sales performance prize which they
will give in connection with bookings of their
"Macabre."
The .special "Macabre" drive will run for
12 months, beginning with the opening date
in the individual branch cities. A national
sales quota is now being set up by Goldstein
and performances by the branches in
relation to that quota will determine prize
wirmers.
First prize will be $2,500: second prize,
$1,500, and third prize, $1,000.
O. V. Smith Jr. Dies
SACRAMENTO—O. V. Smith jr., 46, sales
representative for the Alexander FUm Co. of
Colorado Springs, died of a heart attack
Tuesday (1 1 . A snowstorm caused his car to
stall and, after being helped to push it to the
top of a hill at Red Bluff, he succumbed whOe
resting in the back seat of the car. He was
a brother of M. B. Smith, vice-president of
Commonwealth Theatres of Kansas City.
Negotiations aimed at ironing out jurisdictional
lines on electronic tape commercials
have been negotiated by the Screen
Actors Guild and AFTRA in an attempt to
avoid an all-out jurisdictional war.
Top brass of both actors' unions involved,
each group headed by SAG's national executive
secretary John L. Dales and AFTRA's
national executive secretary Donald Conoway.
have .started conferences, with the big
issue involved being which union will have
jurisdiction over new companies which come
into television because of the tape.
New SAG Pact Put Up
To Vote by Members
HOLLYWOOD—A copy of the Producer-
Screen Actors Guild 1958 commercials contract
was mailed to all members of the Screen
Actor,s Guild for membership ratification.
Ballots, on which members were urged by
the board to vote yes, must be in by 5 p.m.
April 10. Some of the highlights of the new
contract, termed by the board as the finest
the guild has ever negotiated in this field,
are:
Rate increases as high as 143 per cent; the
elimination of the so-called cutoff, which set
a maximum payment for Class A program
commercials: large increases in use payments
for singers in all categories, with amounts to
be paid for advance guarantees raised considerably,
plus increases m pay for making
commercials, etc.
WB's TV Operation Center
Opened in Hollywood
HOLL'irWOOD—'WB's million-dollar TV
operation center was officially opened
Wednesday (2) by Jack L. Wamer. television
executive producer William T. Orr and Warner's
five top-rated TV stars Clint Walker,
James Garner, Jack Kelly, Will Hutchins and
Wayde Preston.
The ultramodern building will house the
administrative and production staff of Warners'
TV division and also contains 26 film
editing rooms and four projection rooms.
Ample facilities are afforded for production
of between ten and 15 full-hour and halfhour
filmed shows simultaneously.
Changes
Title
The Astounding Giant Woman CAA) to
ATTACK OF THE 50-FOOT WOMAN.
Greorge Washington's headquarters at
Valley Forge is one of the settings for
sequences in Warners "Jolin Paul Jones."
W-2 BOXOFFICE April 7, 1958

—
Sam Goldwyn Observes
Industry Forging Ahead
HOLLYWOOD—The film business is an
unreliable barometer of the national economy,
in the opinion of Samuel Goldwyn, film
producer and stormy figure of many a controversy
concerning his own activities and
the trade in general. Goldwyn, in a by-line
feature story, cited that in certain periods
of general business depression motion picture
attendance had flourished, while in
times of high national prosperity, it had often
suffered greatly.
He stated as one cause of the present low
regular attendance that "In the lush war
and postwar days when everything was
booming, too many people in leading positions
in our industry thought the boom would
last forever," adding that, until recently, the
industry had allowed television to cut deeply
into the health of the film business by simply
shrugging it off.
"The motion picture industry is putting its
house in order with more determination and
constructive effort than I have ever observed
in all of Hollywood's history," Goldwyn
opined. "It will take from one to two
years before the Hollywood revolution w'ill be
over and the new era fully ushered in. But
as long as Hollywood .sticks to the lesson it
has learned and continues to concentrate on
good entertainment, its future is secure.
"I am confident," the producer concluded,
"that, within a comparatively short period
of time, very few major studios will be producing
their own pictures: they will, instead,
be financing and distributing the pictures for
independent producere who have demonstrated
their ability to provide the public with
topflight entertainment."
Officer Hired by Theatre
To Police Smoker Area
PLACERVILLE, CALIF.—Lan-y Whiteman,
manager of the Empire Theatre, has hired a
special policeman in an attempt to control
the smoking section following complaints by
patrons. Whiteman said teenagers flipped
cigaret butts which burned holes in the
clothing of other customers, and in one instance
set fire to candy wrappers and popcorn
bags on the cement floor. Whiteman
said he tried a smoking ban but this proved
unp>opular, too.
He told the city council of the problem
after the El Dorado County PTA council
complained that smokers were creating a fire
hazard and damaging the clothing of nonsmokers.
Whiteman asked the council for
the services of an officer to help control the
section but was told the city could not provide
special service for a private business.
Art Wilde Up at Whitney
HOLLYWOOD—Arthur L.
Wilde has been
named general vice-president of C. V. Whitney
Pictirres, moving up from his post as
public relations director. The appointment
is in line with what President C. V. Whitney
termed "sw^eeping changes in the policies,
methods and programming of films."
Howard Pine Leaves U-I
HOLLYWOOD—Producer Howard B. Pine
has left Universal-International after one
year at the studio. His last production there
was "Ride a Crooked Ti-ail." Pine indicated
that he will announce his plans after a twoweek
vacation in Palm Springs.
W
|0 ONE will ever accu.se the trit)e of
Rhoden of lacking In versatility and
flexibility.
Consider first Elmer C. Rhoden jr., president
of C o m m o n-
wealth Theatres, a
sprawling midwesteni
circuit of 102 houses
in MLssouri, Iowa, Arkan.sas,
Kansas, Nebraska
and South
Dakota. Exliibitor
Rhoden the younger
has been venturing
into the more rarified
atmosphere of production—and
with notable
Elmer C. Rhoden
success. Recently in
Jr.
Hollywood to level a
shrewd eye at Uie production of two modestly
budgeted features w'hich he is impresarioing,
the 35-year-old show-man at a press conference
expressed his views on what's right and
what's wrong with the business of making
and exhibiting motion pictures. His opinions
and the arresting statistics that he projected
were widely reported in the trade pre.ss and
subsequently rated a half column of -space
in august Time magazine—recognition rarely
accorded to any theatre operator. Opined
and informed Junior Rhoden:
Business in his Commonwealth Theatres
is booming, 1957 grosses having recorded an
18 per cent increase over 1956; are still
burgeoning in contrast to the general trend.
So-called teenage films of the rock 'n'
roll, drag strip, chiller-dUler type, produced
and rentable for comparatively little money,
are responsible for this success story because
of their appeal to the younger generation
of ticket buyers. In this connection Rhoden
declared that 70 per cent of his circuit's
customers are under 24 years of age.
He cast a bilious eye on Hollywood's
stratospherically budgeted and luminously
cast pictures, venturing the illustrating opinion
that "Cai-y Grant won't sell teenagers."
Then there's Elmer C. Rhoden sr., who is
president of gargantuan National Theatres
and possesses something more than a rooting
interest in the midwest loop operated by his
son. On several occasions the elder Rhoden
ha-s voiced viewpoints diametrically opposed
to those aired by the heir apparent, the
most recent being his report to NT stockholders.
Rhoden pere has been unwavering in
his declaration that the theatres of his circuit
are being saved from the financial doldrums
because of the excellent, costly, impressively
cast features which Hollywood has been
making available in unprecedented quantities.
He named some of these pictures, including
Cary Grant starrers. Of course, it must be
understood that^-young Rhoden did not
single out that venerable trouper as an
individual but rather as a symbol of the
older performers who in his opinion "w-on't
sell teenagers."
It might be noted, parenthetically, that this
same Grant placed third among the ranking
male stars in the All American Favorites poll
conducted annually by this gazette and the
results of which were recently revealed in
BOXOFFICE BAROMETER. That tally.
which Ls the mast comprehensive of any
conducted by any publication—either trade
or general-brings to light the coasensu.s
opinion of both exhibitors and assorted press
and public film groups. Moreover, several
other mummers of Grant's generation were
among the winners.
So, it would appear that in this mercurial
listed
pastime of trying to determine what brings
business to theatres you pays your money
and you takes your cherce. Despite which, the
aforementioned tribe of Rhoden seems to be
adding .substance to several hoary busine.ss
axioms such as playing both ends against
the middle, can-ying water on both hips
or what's your pet bromide?
According: to a local keyholer, Bob Taplinger
tore the tendons in his arm while
water skiing.
Which proves that the aquatic sport is
more strenuous than breast beating.
Minutiae from the Marathon street magnifiers
reported that "Francis Lederer blew a
line in 'Maracaibo' when he caught his thumb
in Iris jacket. He plays a mute in the Paramount
picture, using only sign language."
If Lederer should have forgotten the rules
about unnecessary singing on the set. he
might have broken his arms. And they should
have cast oleaginous Bob Goodfried in the
part anyway. He's a past master at talking
with his hands.
As an exploitation stunt for Sol C. Siegel's
"Merry .\ndrew," Metro - Goldwyn - Mayer
bought 20,000 balloons that blow up to resemble
Danny Kaye in his clown costume
from the film. Balloons will be distributed to
children by theatres in advance of openings.
Shudder to contemplate what would bappen
to the kiddies if the technique were
ever employed to ballyhoo a Frankenstein
opus.
It's been a matt«r of four montJrs since a
newcomer catch-as-catch-can praisery answering
to the name of Sheldon Davis Associates
infonned a breathless Hollywood that
it had inaugui-at€d "a new sei-vice to be
made available to the motion picture and
television industry, based on motivational
research techniques . . . first psychological
we intend to guide pro-
research panel . . .
ducers and others in the industry through
these new depth selling techniques."
Davis revealed that included in his panel
were Neil H. Peterson, M.D., psychiatrist,
and S. M. Wesley, Ph.D., psychologist.
As far as can be determined no producer
has as yet avaUed himself of the services of
Davis' collection of head shrinkers: but it's
nice for them to know that they have someplace
to turn when they're told "Ya ought
to have your head examined"—which is
standard exhortation these days.
BOXOFFICE April 7, 1958 W-3

. . Judy
. . Irving
. . Stan
. . Jess
. . Jack
LOS ANGELES
.
.
Uueh Thomas jr. sold his Cailtoii Theiitie
here to J. E. Reynolds Exhibitors Service
will handle booking and buying for Reynolds
Poynter. Booking Service, has
gone Phoenix on a business trip . . .
to
Stan Lefcourt. Pacific Drive-In Tlieatre, is
back at his desk after a San Francisco trip
to look over company business . Ben Fish.
.
Goldw-yn representative, planed to New York
on business.
Lillian Charnlss of tJie American Tlieatre
Advertisers agency is recuperating after surgery
at Cedars of Lebanon hospital . . . Row
Ramblings: Roy Wolff. Paramount Hollywood
Theatre, lunched with Seymour Borde, district
manager for Rank Distributing Corp.
. . . Dick Sims, Bay Theatre. National City,
was in for some booking and buying.
Also on the Row were Henry Pines. Uptown
Theatre. Pasadena: Sid Welder. Pieferred
Theatres. San Diego: Ben Bronstein. Sunair
Drive-In. Cathedral City: Ernie Martini.
River at Oildale; Harry Agran. Apache Drive-
In at Tucson; Mr. and Mrs. Lou Decker. California
at Ontario: Joe Markowitz, La Paloma
at Encinitas: Manuel Caraakis, Virginia at
Bakersfield, and Norman Goodin. Orange at
Orange.
Plaque for
'Windjammer'
HOLLYWOOD—The star of "Windjammer."
the S.S. Christian Radich. will he accorded
an honor heretofore reserved only for
human actors. She will have her imprint imbedded
in the cement in the forecomt of the
Hollywood Chinese Theatre beside those of
Betty Grable. Marlene Dietrich and other
glamor gii-ls. Following the April 8 premiere
of the Cinemiracle production, a bronze
plaque 20 inches long and 20 inches wide will
be imbedded with proper ceremonies.
WHO MAKES GOOD,
OW COST TRAILERS
D
OTION
/
MPS! AND
FAST, TOO!
Picture Service co.
125 HYDE . SAN FRANCISCO 2, CALIf . GERRY KARSKI, PRES
RCA SERVICE COMPANY, INC.
911 North Orange Drive
Hollywood 38, Calif. OLdfield 4-0880
AT THE AIP MEETING—The homeoffice
brigade of American International
Pictures had its first opportunity to play
host to AIP franchise holders at the company's
first national sales meeting last
week. In the upper photo are three of the
hosts, left to right, Milton Moritz, assistant
general sales manager; Leon Blender,
general sales manager and Herman
Cohen, one of the active producers whose
pictures move through AIP channels. In
the lower photo, Dick McKay, center,
advertising director, and Ivan Spear,
western manager for BOXOFFICE, look
at a two-page product announcement In
the magazine, with Spence Stelnhurst,
southern press representative who headquarters
In Atlanta.
Alexander Film Promotes
William L. Troyer
SEATTLE—William L. Troyer has been appointed
vice-president of the national division
of Alexander F^lm Co. with headquarters
here.
Troyer's appointment is part of the expansion
of the firm's national division and
a further .=tep in expanding Alexander's facilities
to serve advertisers in all areas of
film production, distribution and merchandising—theatre
screen and television commercials,
industrial, business and public relations
films.
Troyer has represented Alexander's theatre
division for the last ten years in the
Northwest and Alaska and he pioneered the
Alaskan distribution of theatre screen advertising
films.
SAN FRANCISCO
The Vogue Theatre lias been repainted and
the outer lobby redecorated with new
plants in preparation for the April 9 opening
cf "Smiles of a Summer Night." This will be
the first Pacific Coast showing of the Cannes
|)rize wimier for comedy . Tillman
returned from a meeting of Columbia division
managers in New York . Levin, General
Theatrical, has joined the Pilmrow
YMCA club . Lefcourt, Royal Theatres,
was in town for a few days from his
Los Angeles headquarters.
Hal Honore, long active in the indu.stry,
has been appointed district manager for the
Herbert Roe.sner circuit, according to Martin
M. Foster, general manager for the company.
Visitors on the Row were Jimmy Stevens,
Dixon Theatre. Dixon; Johnny and Sal Enea,
Airport Auto Movies. Oakland: Earl Harper,
Rio Theatre, Richmond: Harry Hayashino,
Ryan Theatre, Fresno, and Lincoln Theatre,
Stockton . M. Levin, director of
the Film Festival, returned much pleased
with the Academy Awards presentation in
Hollywood. Levin said it was the best show
he ever saw. Incidentally, the TOA convention
here pledged support to the San Francisco
Film Festival and passed a resolution
supporting it.
New Laurel, Mont., Airer
Completed by Paul Cory
LAUREL, MONT.—The new 354-car
capacity
Glacier Drive-In, opened Friday, March
28, w'ith "Legion of the Lost." Paul Cory,
owner-operator, said that all April features
and shorts would be in color. Also during this
month the new theatre will observe Tuesday,
Wednesday and Thursday of each week as
family nights, with a flat rate charge for
each car.
A new feature in outdoor theatres In this
area is the overhead projection system. The
projection equipment is in the second story
of the concession building, which is about
400 feet from the screen. The screen picture
area is 91x56 feet.
Entrance to the theatre, located approximately
one-half mile west of Laurel on U. S.
10 is at the west end of the installation. Cars
entering, drive along a lane t>ehind the
screen and then into lighted parking areas.
Discussing the construction project which
has been under way since July 1957, Cory
said that 2.500 cubic yards of gravel were
hauled to the site to provide ramps and
di'ives.
Spencer Tracy to
Narrate
HOLLYWOOD—Spencer Tracy will narrate
"Employees Only," a documentary penned by
Malvin Wald which is being made especially
for the President's Committee for the Employment
of the Physically Handicapped.
Hughes Aircraft Co. is sponsoring the film.
Jonnacac
BOONTON, N. J.
Large Core
Greater Crater Area
means
MAXIMUM LIGHT
in California— B. F. Shearer Company, Los Angeles—Republic 3-1145
B. F. Shearer Company, San Francisco— Underhill 1-1816
in Washington— B. F. Shearer Compony, Seattle— Eliot 8247
in Oregon—B. F. Shearer Compony, Portland—Capitol 8-7543
in Colorado—Denver Shipping & inspection Bureau, Denver—Acomo
2-5616
Evenly Distributed j
W-4 BOXOFFICE :: April 7, 1958

—
—
——
—
—
—
—
—
—
—
—
"X^ecuUae. *1n

. , There
. , The
.
, E.
DENVER
^hc News is running a "Show Plane" U) HoU
b-wood. and the flight is sold out. It will
leave early next week. The group will be in
Hollywood for five day.s, and will see the
premiere of "The Windjajumer " and go on
numerous tours
.
is an altenipt being
made to get a vote on bingo on the ballot
for the fall state election. About 48.000 .sipnatiu-es
on petitions are necessary. Mainly
charitable organizations, some churches and
numerous veteran oi-ganizations will be ch--
culating the petitions. Common a few months
ago. bingo was frowned on when a nearby
district attorney clamped down on gambling
of all sortvs, which had the effect of stopping
It all over the state.
"South Pacific" is slated to open at the
Tabor late this month . . . Fernando Obledo,
formerly manager for Azteca here, was iji
from San Antonio, in which area he now
handles for Columbia Spanish language
films . . . C. U. Yaeger, inventor of bank
night and president of Atlas Theatres and
Atoz Theatres, has foniied the ANA Corp.,
which has taken over the Victory from the
Footman-Victory Co. John T. Grimming, formerly
with Westland Theatres as manager of
the Chief. Colorado Springs, will manage, according
to Dave Davis, general manager.
Les DolUson opened his new 500-seat Loma
at Socorro. N. M. This replaces the old
YOU GET
'EM FAST
NIW YO«K
610 Ninth
Avenue-
CHICAGO
1 3 3 7 Sc.
Wobath
YOU GET
'EM RIGHT
When You Get
Your Special
TRAILERS
jAD/n Sood (DepsndaLh
FILMACK
Loma. burned .some time ago .
M.
Boughton has bought the Uintah, Prulta,
Colo., from Mrs. Whitcy Laumer
. . . L. e!
Hobson. manager for Distributors Corp. of
America, went to Salt Lake City on a .sales
trip
. Rincon Amu.sement Co. Is
readying a .spring oix-ning of the new Yucca
Drive-In. Aztec. N. M. Paul Campbell will
manage, with the buying and booking being
done by Clarence Batter.
Arlie Beery, district manager for Manley,
went to Los Angeles to confer with Herb
Turpie, division manager.
to
Al Kolitz, district manager for
Salt Lake City on a sales trip
Bank, went
. . Theatre
.
folk seen on Filmrow included Mi-s. Allen
Klindt. Billings: V. a. Kone. La.s Cruces;
Bernard Newman. Wal.sh; De.smond Hardm,
Hay Springs. Neb.; Herbert Gumper. Alamosa:
Lloyd Greve. Eagle, and Larry Starsmore.
Colorado Springs.
Managers of the Compass (Wolfberg Theatres!
Drive-ins for the year have been announced
by L. J. Albertini, district manager.
Herb Golden takes charge of the East, from
his former post as manager of the Valley.
The West manager is David Meaux, who has
been in local theatre management for several
yeai-s. William Van Deventer, a Denver
native, will manage the North. Another Denverite,
Ronald Johnson, becomes manager of
the South after serving a year as assistant
manager at the Paramount, a Wolfberg theatre.
The Valley will be managed by Allen
Vernon, who previously managed the East
and South. Lauren Vernon has been assigned
managerial duties at the Monaco. Previously
manager of the North, he stai-ted with
the company in 1954 as a maintenance supervisor.
New AA Pact on Japan
TOKYO—Norton V. Ritchey, Allied
Artists
International president, and Hideo Shiotsugu,
president of Eihai Co., announced a new longterm
contract signed for the distribution of
AA product in Japan by Eihai, which has
been the AA distributor there since 1951.
Montreal Salutes Hope
At 'Holiday' Opening
MONTREAL—Bob Hope anived
from Seattle
Thursday (3i to headline the citywide
.salute to "Paris Holiday." the United Artists
release which opened at the Capitol Theatre
the same night for the benefit of the Canadian
Cancer Society. Hojje had attended
the Seattle opening of his picture at the Coliseum
Theatre April 2.
The showing of "Paris Holiday" at the
Capitol was preceded by a dinner and reception
in honor of Hope al the Ritz Carlton
Hotel under the patronage of Onesime
Gagnon. Lt. Governor of Quebec. The reception
committee was headed by Maurice
Forget, provincial president of the Canadian
Cancer Society: Andrew Armstrong, general
campaign chairman, and Gordon McGregor,
president of Trans-Canada Airlines.
U.S., Spain and Mexico
In Co-Production Deal
NEW YORK—U. S.. Spanish and Mexican
talent and technicians are being lined up for
a series of American -Spanish co-productions
in English, according to Lee N. Steiner, attorney
representing both American and Spanish
principals.
Between 20 and 30 per cent of the financing
will come from Spanish sources and the
rest from MGM in the form of blocked pesetas
in Spain, he said, with a Mexican bank
guaranteeing MGM's investment. Sarita
Montiel, Spanish star, will have the lead in
the first film.
Hall Wallis Productions
Hires Publicity Agency
HOLLYWOOD — With Paramounfs publicity
department cut down. Blowitz-Maskel
has taken over the public relations for Hal
Wallis Productions, releasing through Paramount.
The agency's first assignment is "Hot
Spell," recently completed, and "Last Train
From Laredo," slated to roll soon.
%%m of
the
POPCORN INDUSTRY
K-O-R-N Inc., always one of the most modern popcorn processing plants
m the notion (7,000,000 lbs. capacity). Is now adding NEW PATENTED
PROCESSING EQUIPMENT HERETOFORE UNAVAILABLE.
The K-O-R-N plant, located in the rich irrigated section of the Platte
Valley, is being readied for early shipment of 1958 crop premium quality
hybrid popcorn. The new equipment will also enable the K-O-R-N plant
to substantially increase production copocity to keep up with the everincreasing
demand for top-quality hybrid popcorn.
e
Erwin Kaiser, 75, Dies
BERLIN—Erwin Kaiser. 75. German-bom
actor, died March 27 after a heart attack.
Besides appearing on the stage, he had roles
in a number of motion pictures, including
"Stalag 17," "Kings Row," "Underground."
•Address Unknown." "Dressed to Kill" and
"Girl in White." He leaves his wife Irmgard
von Cube, Hollywood screen writer, and a son
Konstantin Kaiser, New York film producer.
Negotiate on 'Hustler'
HOLLYWOOD—Henry King and 20th-Pox
are negotiating a deal for King to produce
and direct "The Flying Hustler," an original
written by Beirne Lay jr. Currently directing
the company's "The Bravados," King has
postponed until next year his independent
production of Paul Kessler's novel, "His
Home Country."
WRITE
mm Inc.
NORTH BEND, NEBRASKA
for Quotations
or Information on
1958 Crop.
Film Bow by Jack Weston
HOLLYWOOD—New York actor Jack
Weston makes his screen debut as a boisterous
non-com in "The Barbara Graham
Stoi-y," a Figaro production starring Susan
Hayward for UA release which Robert Wise
directs for Producer Walter Wanger.
W-6
BOXOFFICE :: April 7, 1958

. . Jim
. . Republic
. .
Two Amalgamated Films
Set for MGM Release
NEW YORK—Metro-Goldwyn-Mayer
will
handle worldwide distribution, except the
United Kingdom, of two pictures produced by
John Croydon for Amalgamated Pioductions.
They are "The Haunted Strangler," starring
Boris Karloff and directed by Robert Day,
and "Fiend Without a Face," starring Marshall
Thompson and duected by Arthur Crabtree.
Jack Byrne, MGM general sales manager,
has set them for May release as a combination
attraction.
Amalgamated Pi-oductions is headed by
Charles F. Vetter jr. and Richard Gordon. It
has produced ten pictures in two years.
Warner Bros, distributed the firet, "The
Counterfeit Plan," with Zachai-y Scott and
Peggie Castle, in the western hemisphere.
Republic is currently releasing "The Fighting
Wildcats," with Keefe Brasselle. Distribution
is being ai-ranged for the tenth
picture, "The Secret Man," starring Maj'shall
Thompson and John Loder.
Plans for 1958 include the production of at
least six pictures. CuiTently shooting is
"First Man Into Space," starring Thompson
and with Croydon producing and Day directing.
A new Boris Karloff picture will be
started May 5 at the MGM studios in London.
Other subjects in preparation are "The Lion
Man," to be shot in Africa; "Devil Doll," a
horror story, and "Teenage Sacrifice," an exploitation
story to be filmed in Germany.
Award-Winning Shorts
Compiled as Feature
NEW YORK—George K. Ai-thur has put
eight award-winning short subjects into a
feature-length picture called "Octet," which
will be sold as a featm-e on percentage terms.
The shorts are: "The Bespoke Overcoat,"
1956 Academy Award winner; "On the 12th
Day," an Academy Award nominee; Marcel
Marceau's "In the Park," Gold Medal Berlin
Festival winner; "The Stranger Left No
Card," first prize winner at the Cannes Festival;
"Nutcracker Suite," winner at the Edinburgh
Festival; "Martin and Gaston," Golden
Reel winner in Chicago; "A Short Vision,"
first prize winner at the Venice Festival, and
"Tlu-ee Pirates Bold," which won several
European awards.
L. M. Rosenthal to LA
COLORADO SPRINGS — Lawrence M.
Rosenthal, resident vice-president, national
division of Alexander Film Co., has been
transferred from the firm's Chicago office
to Los Angeles. Rosenthal will represent the
company in the Los Angeles and west coast
area with primai-y emphasis on the sale of
film and merchandising programs to national
advertisers and advertising agencies.
U-I Sues Jeanne Grain
HOLLYWOOD—Jeanne Crain, actress, was
sued by Universal-International Pictures in
superior court for refund of $6,633.78, assertedly
in excess of salary payments under a
contract signed in 1954. When the actress
became unable to work, U-I, under the provisions
of the pact, terminated the agreement,
according to the complaint.
SEATTLE
Qpciiing day gros.s«>s at local drive-ins were
donated to the Variety Club, Including
the airers in Bellingham and Port Orchard
Brooks, 20th-Fox office manager was
recovering nicely at Virginia Mason Hospital
. business here is now being
handled by Favorite Films, where Harry
Weaverling, former branch manager for Republic,
is a salesman.
Bob Hope appealed on the stage of the Coliseum
in behalf of his "Paris Holiday" .
Filmrow visitors included Mr. and Mrs. Robert
Hagman, in from Metaline Falls and
lone; C. A. Dunn, Liberty, Wapato, and John
Dore and Howai'd McGhee, Midstate.
UAA Seeks SEC Permission
To Register Debentures
WASHINGTON — The Securities
and Exchange
Commission has received a United
Artists Associated registration statement
seeking registration of $15,000,000 of six per
cent subordinated sinking fund debentures
and cash due in 1963. They are to be offered
for capital stock and warrants of Associated
Artists Productions and in exchange for outstanding
AAP debentures.
UAA gave as the reason for the offer the
acquisition of enough shares to purchase the
film television business and other assets and
properties of AAP.
To Assist Boys Club
LOS ANGELES—Sophie Tucker,
who was
honored by Variety Tent 25 at a luncheon
where Ezra Stern gave her a gold heart from
local members in recognition of her humanitarian
efforts, said that each month for the
rest of her life she will send a three-figure
check to Tent 25 for the organization's Boys
Club.
Medal to George Seaton
HOLLYWOOD — George Seaton. Motion
Picture Academy president, received the
"Silver Lion of Venice" as a token of esteem
to the Academy from the Venice Film Festival.
Dr. Floris Ammannati, president of the
film festival, represented the Italian delegation
who came here to attend the Academy
awards presentation.
Senator Knowland Lauds
Oscar Awards Telecast
WA.SHINGTON-^en. William P. Knowland
(R., Calif. I prai-sed the Industry In the
Senate Monday (31) "for its entertaining telecast
of the .so-called Oscar awards." He said
in
part:
SGtiCfinG
"The annual Academy Award presentation
is, I understand from the experts In the radio
and television field, an eagerly awaited and
greatly-viewed program each year. It affords
not only drama in the announcement of the
winners as best actor, best actre.ss, best picture
and other achievements, but color and
glamor as scores of the world's best known
personalities participate in the program.
"This year the motion picture industry,
which is one of my state's best known and
largest business enterprises, outdid itself in
two particulars. It put on the Oscar ceremony
itself with no commercial .sponsorship intervening,
and it reemphasized tlie international
penetration of the American motion picture
industry.
"It is a tribute to the thou.sands of theatre
owners throughout America that they urged
their patrons to stay home and watch the
televised Oscar program last Wednesday.
This united industry effort to interest the
American people in what the motion picture
industry is doing had the cooperation also
of the Hollywood film colony.
"Ai'tists and talent who can command
from $5,000 to $15,000 for a mere brief appearance
on a television program sang songs,
participated in skits, acted as masters-ofcercmonies,
and made announcements, all as
their contribution to their own industry's noncommercial
television program.
"The motion picture industry, from top to
bcttom, from those who put up the large sum
of money necessary to stage and televise the
program to the actors and musicians w'ho
gave their services, is desei-ving of a hearty
accolade for 105 minutes of enjoyable television
entertainment."
Original Script to Furman U.
HOLLYWOOD—At the request of the
journalism department of F\u-man University,
Greenville, S. C, Fay and Michael Kanin's
original script of "Teacher's Pet," plus city
room stills, is being donated to the department
for placement in its new museum now
under construction.
n 2 years for $5 D
D Remittance Enclosed Q Send Invoice
THEATRE
STREET ADDRESS
TOWN ZONE STATE
NAME
' year for $3 D 3 ycors for $7
POSITION.,
UA's "The Defiant Ones" focuses on a
white and a negro convict who are chained
together in an escape attempt.
umm[ THE NATIONAL FILM WEEKLY 52 issues a year
825 Von Brunt Blvd., Kansas Cify 24, Mo.
BOXOFFICE April 7, 1958
W-7

A welder
caused us to caucus
•
The note from an employee suggestion
box read "How come a company like this
hasn't got the U. S.
Savings Bond Payroll
Savings Plan". It was signed by a
welder in the fabricating department.
Since we actually do have Payroll Savings
this told us two things: (1) Probably
more employees than we imagined wanted
the advantage of buying U. S. Bonds
automatically through Payroll Savings.
(2) We had grown lax in bringing our
Plan to their attention.
But what to do? The solution was
simplicity itself.
We called in our State Savings Bonds
Director. He provided all the promotional
materials needed to arouse interest in
U. S. Savings Bonds. Then he helped to
conduct a personal canvass and place an
application blank in everyone's hands.
The results were amazing. Employee
participation shot up to a percentage that
we could take pride in. There was no
"hard selling", nor was work interrupted.
Our people wanted the security U. S.
Savings Bonds offer them.
Today there are more Payroll savers
than ever before in peacetime. Your State
Director will be happy to help you install
a Payroll Savings Plan or build enrollment
in one ah-eady existing. Look him
up in the phone book or write: Savings
Bonds Division, U. S. Treasury Dept.,
Washington, D. C.
9SS=S
BOXOFFICE
THE U. S. GOVERNMENT DOES NOT PAY FOS THIS AOVERTISEMENT. THE TREASURY DEPARTMENT THANKS, FOR THEIR PATRIOTIC DONATION, THE ADVERTISING COUNCIL AND THE DONOR ABOVE.
W-8 BOXOFFICE April 7, 1958

—
— ——
—
. . Henry
. . Exhibitors
'Kwai' Mops Up at 500
In Kansas Cily Bow
KANSAS CITY—By openinp; "The Bridge
on the River Kwai" the day after the Academy
Awards presentation, the Midland enjoyed
a week of unparalleled prosperity,
harking back to the best of "good old days"
we hear so much about. At 500 per cent,
needless to say the picture was holding.
(Average Is 100)
Glen, Dickinson and Shawnee and Leowood
drive-ins The Lost ParodJse (UA);
Fort Bowie (UA) 100
Kimo And God Created Womon (Kingsley),
8th wk 200
Midland The Bridge on the River Kwai (Col)... 500
Missouri Seven Wonders of the World (Cinerama),
32nd wk 125
Paramount Lofoyette Escodrille (WB),
Spanish Affair ;Para) 85
Roxy The Brothers Karamozov (MGM),
4th wk
Tower, Uptown, Foirway and Granada Summer
100
Love (U-l); The Big Beot (U-l) 85
'Pacific' Opens in Loop
After Big Advance Sale
CHICAGO—Early indications indicated big
business for "South Pacific" at the Mc-
Vickers Theatre. It opened after a heavy
advance sale. The only other newcomer. "Girl
in Black" at the World Playhouse, got off
to a good start.
Carnegie Gervaise (Cont'l), 7th wk 185
Chicago Peyton Place (20th-Fox), 4th wk 240
Esquire High Cost of Loving (MGM), 2nd wk. ..210
Garrick Snow White and the Seven Dwarfs (BV),
2nd wk 220
Loop And God Created Woman (Kingsley),
13th wk 195
McVickers South Pacific (20th-Fox) 365
Monroe Showboat (MGM); Mogambo (MG.M),
reissues 185
Oriental Seven Hills of Rome (MGM), 2nd wk. . .200
Palace Seven Wonders of the World (Cinerama),
68th wk 290
Roosevelt Paths of Glory (UA);
Mon on the Prowl (UA), 2nd wk 195
State Lake The Bridge on the River Kwai (Col),
2nd wk 250
Surf Golden Age of Comedy (DCA), Sth wk. ... 180
Todd's Cinestage Around the World in 80 Days
(UA), 51st wk 315
United Artists Witness for the Prosecution (UA),
6th wk 205
Woods Brothers Koramazov (MGM), 3rd wk 200
World Playhouse Girl in Black (Union) 205
'Bridge' Soars to 250
Second Indianapolis Week
INDIANAPOLIS—Highlight of the week
was the boost the Academy Awards gave
"The Bridge on the River Kwai." Its second
week at Loew's was bigger than its
first.
Circle Snow White and the Seven Dwarfs (BV),
reissue 200
Esquire And God Created Womon [Kingsley),
12th wk 110
Indiono Summer Love (U-l); The Big Beat (U-l).tOO
Keith's The Female Animal (U-l) 100
Loew's The Bridge on the River Kwai (Col),
2nd wk 250
Lyric— Raintree County (MGM), 6th wk 125
ST.
LOUIS
T oial theatre owners and other resident's
generally approved the non-commercial
telecast of the Academy Awards presentation.
Industry leaders expressed the hope that it
would again spon.sor the TV program next
year. Theatres in this area didn't .suffer too
much at the boxoffice; perhajjs. some houses
had a drop of ,5 to 10 per cent but. strangely,
some other houses experienced increa.sed
business. In many houses patrons came for
the early evening show .so that they could
get home to catch the national teleca.st. The
absence of adverti.sing with the Awards program
was especially pleasing to TV viewers.
The closed-circuit telecast of the Ray Robinson-Carmen
Basilio champion.ship fight in
Chicago March i25), was viewed by nearsellout
crowd of some 3.000 at Loew's State
here, with .some 100 loge seats selling at $5
and the balance at $3.65. Over in East St.
Louis about 1.200 paid $3.60 to view the
fight on TV. This was about two-thirds
capacity for that Public Great States house.
Art LaPlante, .salesman for Columbia, was
due home from St. Anthony's Hospital where
.
he underwent a hernia operation. Also recovering
at home from an operation was
Nicholas Misuraca. second shipper for Universal
. Zach. booker for Paramount,
checked into Lutheran Hospital, for
a checkup and rest seen
along Filmrow included Stanley Smith, De-
Soto. Mo.; Izzy Wienshienk. Alton. 111.; Mrs.
Catherine Beckemeyer, Ti-enton. 111. . .
.
George Ware, retired 20th-Fox salesman and
former assistant secretary of the local loge
of the Colosseum of Motion Picture Salesmen,
has moved to Sedalia.
Herman Gorellck, co-owner of Realart Pictures,
and wife returned from California
where they attended an American-International
convention and visited relatives . . .
Residents of Poplar Bluff have had so-called
daylight saving time inflicted on them.
Julius Herman Lending, brother of Ted
Lending, who formerly operated the suburban
Kirkwood Theatre, died at Miami Beach, Fla..
March 27. The funeral was held here. He is
sui'vived by his wife Lena,
'Blues' Day for 'W.C
Despite His Death
ST. LOUIS—The citywide "William Christopher
Handy Day" April 10 proclaimed by
Mayor Raymond R. Tucker, will be changed
to a memorial tribute ti) the beloved "father
of the blues" who died Friday i28) in New
i'ork at the age of 84.
The compo-ser's widow will be invited to
attend the Variety Club benefit premiere of
Paramount's "St, Louis Blues." the composer's
screen biography, that night at the
St. Louis Fox Theatre and to take part in
the ether activities commemorating her husband
and his mu.sic. Before his fatal illness.
Handy had accepted an invitation to be the
guest of honor.
Nat King Cole, who portrays Handy in "St.
Louis Blues," and Pearl Bailey, who plays
his Aunt Hagar, will appear on the stage
at the premiere and take part in the other
scheduled events. The premiere is a benefit
for the National Variety Club fund which
helps needy children.
As one feature of the memorial tribute to
Handy, a massed band of 1.125 students from
St. Louis' 25 high schools will play Handy's
selections in a concert to be held in the
public schools.
HERrSYOURCHANCI
to 9«t in the
BIG MONEY
a screen game,
HOLLYWOOD take» fop
honort. As a box-office attraction,
it is without equal. It hat
been a favorite with theatre goers for
over 13 yeors. Write todoy for complete details.
Be sure to give seating or ear capacity.
NOLLYWeOD AMUtlMINT CO.
- -
St e StoUi. Illlmis
MID-WEST THEATRE SUPPLY CO., INC.
I
J750
1638 CENTRAL PARKWAY CHERRY 1-7724 CINCINNATI 10, OHIO
I
EVERYTHING FOR THE THEATRE
St Louis Theatre Supply Company
Mrs. Arch Hoilar
3310 Olive Street, St. Louii 3, Mo.
Telephone JEffenon 3-7974
RCA Theotre Supply Deoler
"SELECT" FOUNTAIN SYRUPS
DRINK DISPENSERS
Select Drink Inc.
4210 W. Flerlsiant Ave.
St. Looii IS, Me.
Phone
Evergreen 5-593S
I
I
Finest RCA Equipment for Dnve-lns
NEW
NEW
RCA IMPAC SPEAKERS
RCA SUPER CINEX LAMPS
Whaiever You Need — We Can Supply H.
BOXOFFICE April 7. 1958 C-l

. . Al
. . Louis
. . Evelyn
. . Don
KANSAS CITY
^fter being closrd oxactly one month, the
Lyons Theatre at Lyons. Kas.. reopened
Easter
^^^^^^^^^^^^
Sunday under
H|^^^^^^^HH proprietorship
Wallace
^^^^^^|[^^^|
managed tJie the-
^^^f ^^^^B
'"'e for the
^^J
Pox Mld-
^1
H 255
.i—i^^B
"'"''' '^'''""'' since 1943
^'^^ ^ox Lyons.
^^ ^H f^^^^
f ~^^M Bnice has spent his
^V ~
^ ^^^M in show business.
^^
'^^^^^1
having at one time
>M|^HHQ hi'iidod the Wallace
^^^^\ I'Hiir Playei-s. a trav-
A \ iluiK stock company
•
which played c o m
Ualliue l$ruie
munities throughout
Kansas. Before coming to Lyons, he had
been a Fox manager at Dodge City. Ed
Hartman's Motion Picture Booking Seivice
will book and buy for the theatre.
Making his fii-st appearance on Filmrow
for some time was Lester Robison. who owns
the Rigney Theatre building at Albany. The
Rigney, which closed last November, Is still
ALEX SHNIDERMAN. co-owner of E&S
Theatre Enterprises, is shown on Film
Row in Kansas City, His 63rd Street
Drive-In Theatre has just received the
first Plast X Plate type of screen surface
in the area. Interest is keen among the
highly competitive outdoor operators and
it looks like Alex has "stolen the show,"
His "63rd" is an easy taxi-run from the
close-in Kansas City airport. Owners
from Texas to North Dakota will be
among those expected to make personal
inspections of this new picture-perfect
screen matei-ial. It must be seen to be
believed.
For further information: Write or call
George English,
PLAST X PLATE, Berwyn,
Pa. Tel: Berwyn 1225.
SCOTSMAN ICE MACHINE
MISSOURI THEATRE SUPPLY CO
115 West 18th St.
Baltimore 1-3070
Kansas City 8, Mo.
RCA THEATRE SUPPLY DEALER
. . ,
dark
. Tourlillott. who with his .son
Ramon, operates the HolUday Theati-e at
Seneca. Mo., suffered a broken hip recently
in a fall at his farm. The hip Is mending,
but Al will be hobbling for sevei-al weeks yet
M. S. Heath of the Plaza in Libeity was
able to visit Filmrow last week after a long,
tough tu.ssle with Asian flu . . . Mi-s. T. H.
Slothower was back at home in Wichita after
several weeks spent in Tucson. Ariz. Her
Terrace and 81 drive-in theatres at Wichita
opened for the season Friday (4i.
The theatre page in the local paper has
been unusually lively the past week with the
first-run theatres cai-rying display ads on
Easter product (see Kansas City first-run
reporti. with all the greater Kansas City
drive-ins in full flower and with the Dickinson
circuit Aztec Theatre in Shawnee. Kas.,
booking a special Easter engagement of "The
Ten Commandments." Several of the neighborhood
houses offered "Raintree County" as
an Easter week attraction ... At Capitol
Flag & Banner, Nat Hechtman listed these
titles as high on the business barometer: Run
Silent, Run Deep; Merry Andrew; The Young
Lions; The Long, Hot Summer, and Paris
Holiday. The new voice on the 'phone In
Hechtman's office. Incidentally, belongs to
Aulvia Stewart, new office seci-etary.
Outdoor theatremen in this area have been
visiting the 63rd Street Drive-In to take a
look at its screen which has just been "Plast-
X-Plated." The 108x50-foot screen had a rating
of 72 per cent white reflectance before it
was treated with the "molding process" of
Plast-X-Plate. It now has a 94.9 per cent
white reflectance. The theati-e was kept in
operation throughout the work, which was
supervised by George English of the Plast-
X-Plate Co., Berwyn, Pa.
Correction: Sol Prank of McPherson, Kas.,
bought out his partners in the drive-in theatre
at Pratt. Kas., and not in Salina as
reported last week. He had been associated
with Charles Gregg and Ferd Estes of Caney
Kas.
Bob Carnie, Howco representative here, had
news from his son, Lt. Sidney Kent Carnie.
whose wife Dottle gave birth to a son named
Stephen Kent. March 13 in Carmel-by-the-
Sea. Calif. Young Camie is stationed at Ft.
Ord. taking additional training in foreign
languages. Bob was expecting Joe Solomon.
w-est coast film distributor, to stop here for
several business interviews en route to New
York.
Ira Hackney op>ened his Twin City Drive-In
at Rogers, Ark., for the season Saturday. The
Fort Drive-In at Leavenworth, operated by
Bev Miller and associates, opened for fulltime
operation on Friday. Exceedingly wet
weather in the Osborne, Kas., vicinity forced
Richard Van Scyoc to move the Pioneer
Drive-in's opening date back a week to Sunday
113 1
... Tommy Thompson. BV manager,
.spent several days in the Kansas territory
and Hank Sonday. regional auditor for Buena
Vista, spent sevei-al days in the St. Louis
office. Hank, incidentally, was mlstitled "office
manager" in fu-st reports of his joining
Buena Vista several months ago, and we repeat—he
is officially listed as "regional auditor."
Hazel LeNolr, president of the Kansas City
WOMPI. has taken a position with First
American Pi-oducts. distributors of drive-in
theati-e accessories. The offices are on the
second floor of the Zoglin building. 1717
Wyandotte. Before joining First American.
Hazel had been with National Theatre Supply
Co.
.
Onorato of Crispy Pizza Co.
was here from St. Louis last week representing
his wares
.
Walker, WB publici.st,
was in St. Louis several days in connection
with personal appearances made by Natalie
Wood as "Marjorie Morningstar" 0]>ened
there
.
Docekal. RCA Service Co.
secretary, and her hu.sband Ed went to Shenandoah,
Iowa, on one of our recent rainy
weekends to visit with Evelyn's mother.
Some 160 film enthusiasts at Wichita gathered
at the Wichita Club for an Oscar party
on the night of the Academy award presentation.
C. C. Muiray. FMW city manager for
Wichita, was chairman of the entertainment
committee, and Kan.sas Citians attending included
Fred Souttar of FMW and Bob Herrell
of United Film Exchange. GuesU cast
ballots for their Oscar choices before the
Oscar-cast began and prizes were awarded
to those coming closest to the official selections
... At the FMW offices here, Vivian
Smee has replaced Margai-et Clark as secretary
to Harold Hume. Margaret "retired"
recently to await the birth of her first child.
Delores Spellman, secretaiy to Ralph Adams
at FMW, has recovered after a stubborn
siege of flu.
Exhibitors have been few and far-between
RCA SERVICE COMPANY, INC.
221 West 18Hi Street
Kansas City 8, Missouri HArrison 1-6953
$2.00 FOX HOLE SPROCKETS $2.00
Let us regrind your old sprockets
STE6BINS THEATRE EQUIPMENT CO.
1804 Wyandotte Konsos City, Mo.
MR. EXHIBITOR
Springtime is cleanup time. Paint
S^95
up and clean up with our new high
quality outside white oil paint. per gallon
SHREVE THEATRE SUPPLY CO.
217 West 18th HA 1-7849 Kansas City, M*.
Carpefs-Door Mats
Complete Initoliotlon Scrvie*—Frtt ItNmatM
R. D.MANN CARPET CO.
924-926 Wyandotte, VI. 2-1171, Kantot CIfy, M*.
1800 Ollv* St., Gorfiald 1.2«26, St. Loub, M«.
Everything for the Stage
• CURTAINS • TRACKS • RIGGING • STAGE
LIGHTING • HOUSE DRAPERIES
GREAT WESTERN STAGE EQUIPT. CO.
1324 Grand Kansas City, MIsseurl
C-2
BOXOFFICE April 7, 1958

on Filmrow the past few days. However these
Kansas theatre folk were seen on the Row:
Mr. and Mrs. R. F. Rose of the Swan at La-
Cygne, J. Ward Spielman of the Gem at
Baldwin and Chet Borg of the Mo-Kan Drivein
at Fort Scott.
Another local drive-in theatre has decided
to adopt a policy of charging for children's
admissions. The 63rd St. begins this week and
will charge 20 cents for each child . . . The
Giles Theatre, local neighborhood house,
changed hands recently when Chai-les
Slaughter, who had been managing the theatre
for Don Scriven, took it over. Harry
Gaffney will buy and book for the Giles.
The major item of Filmrow interest stemming
from the Tuesday (25» noon of the
Kansas City chapter of WOMPI was the
news that Dwight Boren. Paramount salesman,
was "buck of the month" winner. Plans
for the April evening meeting were discussed,
with President Hazel LeNoir pointing out
that election of officers will be held at that
time. The gi'oup voted to stage a doubleheader
bake .sale—at Warner Bros, and Allied
Artists—on Fi-iday, April 11, and enough
items were pledged to make a sizable sale
and offer a toothsome selection.
Late Bill Davis Houses
To B. D. Faddis, F. Hall
WEST PLAINS, MO.—B. D. Faddis, a
local restaurant man, and County Clerk
Frank Hall, who opened the Midway Drive-In
on U.S. 63 early last year, were reported
to have closed a deal with the family of the
late Dean William Davis to take over the
operation of the 63 Drive-In, also on U.S. 63
and the Davis and Avenue theatres in West
Plains. The deal, it was stated, was to become
effective on April 1.
The operations plans announced by Faddis
and Hall include the reopening of the 63
Drive-In on a fuUtime basis March 30, while
the Midway Drive-In will reopen for Friday,
Saturday and Sunday only each week effective
on May 1. The Avenue Theatre will be
closed until next fall, when the drive-in
season ends, and the Davis Theatre, which
has been renamed the Vista, will continue
to operate seven days a week.
Late in January, it was announced that
Richard D. Fisher of Willow Springs, Mo.,
was to lease the 63 Drive-In and the Avenue
and Davis theatres, but there was a last
minute hitch in that deal and it was never
closed.
Protection, Kas., Planning
To Reopen Crest Theatre
PROTECTION, KAS.—Plans to reopen the
community owned Crest Theatre here this
month were discussed at a public meeting In
American Legion hall. Mayor Harris B. Powell
named a committee to work out details
of the reopening and operation. On the committee
are Robert Webb, Dr. L. G. Glenn.
Mayor Powell, John H. Connaughton and
Robert Sanders.
The theatre was purchased a year ago by
the community and operated 41 weeks before
closing January 1 this year. Closing the theatre
came as a result of confliction activities
in the community.
Producer William F. Broidy has signed
Dawn Richard for the feminine lead in AAs
"Legion of the Damned."
Advertising Art Award
To United Film Service
KANSAS CITY- United Film Service wa-s
honored with a certificate of merit by the
Art Directors Club of Kan.sas City during
its fifth annual exhibition of advertising
and editorial art. The club is compcsed of
art directors and artists as.soclated with advertising
agencies, studios and the advertising
departments of business finns In the
Kansas-Missouri area. It Is affiliated with
the National Society of Art Directors.
The United Film Service certificate was
earned by a series of films recently produced
for the Roberts John.son Rand division of
International Shoe Co. The series was Judged
best in its class.
Industry Prestige Gain
In Oscars Telecast
CHICAGO—There was satisfaction all the
way around in the Academy Awards telecast.
A number of neighborhood theatres closed In
anticipation of a dull night during the .show,
but Loop theatres and others which remained
open reported a decline in attendance of only
25 per cent, po.ssibly a result of the late 9;30
start of the Oscar TV program.
General exhibitor reaction was that the
industry-spon.sored program, without the interruption
of endless commercials, added
greatly to the industry prestige.
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BOXOFFICE April 7, 1958 C-3

. . . WBKB,
. . Anna
. . Frances
. . The
. . Dick
:
Chicago Steps Ahead
On Ticket Tax Repeal
CHICAGO—Definite action on the abolishment
of the 3 per cent tax on theatre admission
ticltets selling for less than 90 cents
is expected within the next weelc or two. A
special citizens committee has recommended
the deletion of the tax in a report to Mayor
Daley. Patrick H. Hoy. president of the
Sherman-Ambassador hotels, heads the committee
named by Daley after a city council
resolution proposed a study to aid the local
theatre industry.
Write, v.'ire or phone —
International Seat Division
Union City Body Company, Inc.
Union City, Indiana
YOU GET
'EM FAST
NtW YO«K
«30 Ninth
fCHICACO
13 2 7 So.
Wobosh
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'EM RIGHT
When You Get
Your Special
TRAILERS
J-fwm 'Sood (Dspsmdabla
FILMACK
RCA SERVICE COMPANY, INC.
1315 So. Watxish Avenue
Chicago 5, Illinois WAbash 2-0679
CHICAGO
XJcrb l.vons, Chicago Tribune columnist.
emceed the "Teacher's Pel" premiere at
the Woods Theatre, with Clark Gable in
person and a WON radio broadcast. Gable
started a key city tour here in behalf of the
film. Mrs. Gable appeared with her husband
ABC station here, has bought
a new package of 167 films from Republic
Pictures, 140 of which were canned in the
last nine years, some of them as late as
The Surf Theatre has snared one
1957 . . .
of the Oscar whinners. "Nights of Cabiria,"
for an April showing.
. . .
U-I here has added Lorena Willett and
Jean Faber. formerly with U-I in Indianapolis.
Bill Michuda was vacationing
Sam Levinsohn, head of the Chicago Used
Chair Mart, said upcoming seating contracts
indicate the business outlook in the industry
is somewhat brighter. He expressed the
opinion that theatre closings have reached
their
peak.
Now that a special permit has been granted
by the city censor board, limiting the showing
here of "The Snow Was Black" to persons
over the age of 21, Mike Kassel, local
head of Continental Films, is aiTanging a
first-i-un showing . Nuyen was
here for the March 25 opening of "South
Pacific" at the McVickers . Williams,
recently with Wilding and with Disney for
. . . Lois Cohen of Paramount is
six previous years, has joined Filmack as
head cartoon animator. Ed Stevens was
added to the animation staff, and Gladys
May is back as a film editor . . Charles
.
Golin, sales manager for Central Film Distributors,
returned from a trip to Des Moines.
Omaha and Iowa City.
MGM publicist Norman Pyle and his wife
went to Fort Lauderdale, Fla., for a week of
golfing . Nangle and Eleanor Keen,
critics for the Chicago Tribune and Chicago
Sun Times, left on a two-month trip in
Europe
engaged to wed Howard Lucas June 7. Lucas
was with the S. B. Greiver booking organization
until he resigned to join National Telefilm
Ward Day and Fred Bunkehnan
Ass'n . . . of Universal have temporarily traded traveling
territories. Bunkelman will serve as city
salesman while regaining his health, and Day
will travel southern Illinois,
. . . Arnold
.
The Lane Court Theatre on Armitage avenue
will initiate a Spanish-language program
April 15, three days a week
Monnette of 20th-Fox was in Wesley Memorial
Hospital Palace on South
Kedzie has closed and will be remodeled for
a church.
Condolences to Frances Kazen of Universal
on the death of a sister . . . Solomon Klein &
Sons, owners of the building, have reopened
the Pantheon with Hari-y Klein, one of the
sons, as manager.
O. V. Smith Jr. Dies
SACRAMENTO—O. V. Smith jr., 46, sales
representative for the Alexander Film Co. of
Colorado Springs, died of a heart attack
Tuesday (1 1 . A
snowstorm caused his car to
stall and, after being helped to push it to the
top of a hill at Red Bluff, he succumbed whOe
resting in the back seat of the car. He was
d brother of M. B. Smith, vice-president of
Commonwealth Theatres of Kansas City.
Wreckers Start Work
On Old Chicago Grand
CHICAGO — Wrecking of the six-story
Grand Theatre building in the Loop, which
got under way Monday, stirred many nostalgic
memories. The site will be used as a
parking lot at present, but the owners plan
eventually to build a major office structure.
Thomas Barbour Bryan built a hall on
the site back in 1860, whioli included an
auditorium in which the Chicago Philharmonic
orchestra gave its first concert in
November of that year.
A fancy garden restaurant and billiard
liall occupied the site for several years under
the ownership of J. A. and L. B. Hamlin.
This later was remodeled into a theatre,
wliich became the Grand in 1880. In the following
years it was leased by George M.
Cohan and Sam Harris, then the Shuberts,
RKO Theatres, and last by Van Nomikos,
who died last month.
BOWLING
KANSAS CITY—As the season nears its
close, Filmrow men's and women's league
teams reported these standings Friday evening
(4i
MEN'S

ITO OF ARKANSAS ASKS BLOCK
ON POST-48 FILM SALES TO TV
Jameyson Plan for Buying
Producer Stock Favored
At Convention
HOT SPRINGS— It's the consensus of
Arkansas' independent theatre owners that
post -1948 films should not be sold to television.
What effect the sale of a backlog of old
movies to TV has had on the motion picture
business was discussed at the final day's
session of the Independent Theatre Owners
of Ai'kansas' 39th annual convention at the
Velda Rose Motel.
REVIEWS
JAMEYSON PLAN
M. S. McCord of North Little Rock, head of
United Theatres, reviewed the Sindlinger report
and the Jameyson plan, both of which
have been well-received by theatre owners
throughout the nation.
McCord explained that the ,Sindlinger
business analyst firm of Philadelphia has
been conducting a dollar analysis of the motion
picture industry at the request of the
Theatre Owners of America. The Sindlinger
report shows that theatre exhibitors have
suffered $200,000,000 losses in admissions and
the film companies have lost $73,000,000
through sale of old films to television.
McCord endorsed the Jameyson plan which
provides for common stock acquisition by
theatre ownei-s in motion picture producing
companies so that they will have a voice in
the management of the concerns, especially
with reference to disposition of old movies.
McCord said he objected to the so-called
Stellings plan which would create a nonprofit
trust by owners to purchase post-1948 films
to keep them away from television. He said:
"This would call for the unified cooperation
of all exhibitors in the country and in my
40 years in the business I've never known
this to happen."
"And this plan would put us in direct bidding
com{>etition with TV. Past performances
prove that only 20 per cent of the films produced
each year are of such a caliber to warrant
reruns. What would the distributors do
with the other 80 per cent?"
EXPLAINS PRE-1948 SALES
Roscoe, the TOA representative, explained
why "post-1948" is the dividing line on old
movies: "Up to 1948, film companies could
sell their products without making any deals
with guilds or unions. But on all productions
released after 1948, the guilds and unions
share in any money received from television."
J. Fred Brown of Fort Smith, who was reelected
to his third term as president, said
"Arkansas theatre owners feel very definitely
that no releases of post-1948 films should be
made to TV, and that is the thinking of most
all theatre owners in the country."
In addition to Brown, Roy Cochran of
North Little Rock was re-elected executive
vice-president: Miss Nona White of Little
Rock, was renamed secretary-treasurer. K. K.
King of Searcy will again head the board of
directors.
District vice-presidents were named as fol-
These three officers were re-elected by the Independent Theatre Omiers of
Arkansas at the closing business session of the ."Jflth annual convention in Hot Springs.
Left to right: J. Fred BroHTi, Fort Smith, president; Miss Nona White, Little Rock,
secretary -treasurer, and Roy Cochran, North Little Rock, vice-president.
lows: Gordon Hutchens of Russellville, J. J.
Hitt of Bentonville, Adrian White of Pocahontas.
James McWilliams of El Dorado, Lloyd
Pillen of Little Rock, and Clyde Bradley of
Mountain Home.
Jeff Williams of Hot Springs and Chickasha,
Okla., noted after-dinner speaker, addressed
the luncheon session. A banquet and
dance Tuesday night at Belvedere Club
closed the convention.
Theatre owners and operators should not
be afraid of the prospect of toll television,
but should fight it "intelligently, diligently
and with courage," George Roscoe, New
Vork, field representative of the Theatre
Owners of America, said at the Tuesday
session. Roscoe called toll or pay television
"one of the most controversial subjects affecting
the entertainment habits and welfare
of every community."
"The matter is one of great interest not
only to theatre owners but to the American
public as well," he said. "Every poll has
revealed that the general public opposes pay
TV by better than 25 to one, yet the resistance
of the big gadget promoters who are
using every political and propaganda means
to promote the collection of a fee from
home TV owner.s must be overcome."
TOA is on record as opposing toll television
in any form. This includes cable TV
as well as using the air waves to can'y the
picture.
"Too often we have heard the expression
that theatre men have a selfish interest in
opposing toll TV," Roscoe said. "Once and
for all, I wish to state categorically that if
a person fights to protect his business and
uses every legal and persuasive argument to
preserve that which he has built, that person
is not selfish but, on the contrary, is to be
admired and acknowledged as a good and
substantial citizen.
"The closing of a theatre in a community
or neighborhood not only affects the owner
and operator, but causes the nearby restaurants
and shops to lose business also. The
theatre is more or less the hub of the downtown
ai-ea at night. It is the drawing card
that gets people downtown not only to see
a movie, but to eat and to window shop. With
the theatre closed, these people stay at home
and the other businesses lose customers."
In speaking of the social changes he .said
toll TV could bring about Roscoe said: "A
man and his family aren't going to go out
Vfry much for other forms of entertainment
if they already have money invested in pay
TV." He concluded ov saying that toll television
could not "prouuce any better programs
than are already on the air."
Phil Harling, New York City, executive of
the Fabian Theatres, who was scheduled to
address the convention on toll television, was
unable to attend due to illness.
The annual banquet was held Monday
night.
Harvey Posert, Chicago, research director
of the Theatre Screen-Advertising Bureau,
also addressed the opening session at a luncheon
Monday noon, telling the delegates that
"a recent survey indicates persons remember
to a high degree the advertising they see on
the screen."
He quoted from a survey conducted by
Sindlinger & Co., a business analysis firm,
which revealed that as high as 72 per cent
of those per.sons who had seen screen advertising
within a week remembered it. The
study, Posert said, was made on 18.519 drivein
theatre patrons and reflected that women
.•showed a 10 per cent higher recall rate
than men.
A closed board meeting was held Monday
morning.
Elvis to Ft. Hood
MEMPHIS—Two sideburns lighter and a
pair of size 12 combat boots heavier. Private
Elvis Presley of the United States Army has
been shipped by truck to Fort Hood, Tex., for
eight weeks of basic training. Ft. Chaffee,
Ark., sent Elvis with a truckload of other
draftees to Ft. Hood.
Warners' "Bull by the Tail," formerly
titled "Rio Bravo," will star John Wayne.
BOXOFFICE April 7, 1958 SE-1

. . Mrs.
. . . The
. . Exhibitors
. . Floyd
"
. . Russell
NEW ORLEANS
^arl Ciidia, assistant manager at the Orpheum.
attended the funeral of his
mother. Mrs. Sam Cudla. who died of heart
Bill Murphy,
attack, in Rockford. 111. . . .
manager. Southeastern Theatre Equipment
Co.. was on a business trek in Mississippi . . .
John Schaffer sr.. City Film Delivery Service,
report-ed that the majority of neighborhood
theatres will suspend operations on
Good Friday . Antoinette Cusimano.
formerly of Theatres Ser%'ice billing department,
has tflken over the secretarial duties
to general manager Page M. Baker. Replacing
her is Mrs. Eileen McGinty.
Roy Nicaud, manager of Harold P. Cohen
BUSINESS
OFF?
What's the problem? Your shows
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wants to spend 3 hours squirming
on a moth-eaten, battered seat!
Maybe you need only rehabilitation,
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our cost is amazingly low! No
interruption of scheduled shows.
Tolk to us about it!
WRITE, WIRE sr PHONE ALPINE 5-8459
Manufacturers
Foom Rubber &
Spring Cushions,
bock ond seat
Distributors
Upholstery fobrics
orxJ genera! seoting
supplies.
m
Enterprises, was declared the gin nimniy
champion at the recent "men's nighf bull
.session held at Variety Club . . . The Orpheum's
fourth of a series of special young
folks Saturday morning's show was a "circus
show" with
"
"Kelly and Me as the feature
attraction. Each youngster was given a box
of popcorn a.s he entered the theatre. Among
the preceding shows were a spook show and
a jungle show.
to -son
.\iton Dureau, Masterpiece Pictures salesman,
became a 'happy grandpappy" when his
daughter-in-law, Mrs. Alton Dureau jr.,
birth a March
gave
T. G. "Teddy
22 . . .
Solomon, head of N. Solomon Theatres and
affiliated Pike Booking & Supply Co., Mc-
Comb. Mi.ss.. and Prank Watkins, owner ot
the Fox, Summit, Miss., were in New York on
business.
"Run Silent, Run Deep" was previewed in
a submarine for a selected audience of naval
officers and guests. The makeshift theatre
was the after-torpedo room of the USS
Whale, the World War II submarine which
serves as training boat for Naval Reserve division
8-32 in New Orleans, and which is
berthed in the industrial canal. While the
picture was being .shown, she was feigning
battle activities, cruising "for a kill" 62 feet
beneath the surface
. . . Lt. Frank Grandfield.
commander of the Whale, told the press it
was the first time any Hollywood film ever
received a full dress preview aboard a U. S.
.submarine. Credit for engineering the preview
went to Addy Addison jr., UA exploiteer.
Asa Boksh, manager of the Orpheum, is
"up in the clouds" these days. "Tlie Bridge
On the River Kwai," which opened the day
after the Academy Awards telecast, is packing
them in for each and every show, with
continuous lines at the boxoffice and overflowing
crowds in the massive lobby ... A
large morning audience was at hand at the
Joy Saturday (29) to cheer for contestants
in the battle of bands contest inspired by
"The Big Beat." which opened April 4.
Finals were held Sunday morning (30). Ernest
MacKenna, manager, said that 16 bands
were in the contest. The winning band or
combo of not more than six members receives
an all-expense-paid trip to New York
to audition for Decca records. The contest
was sponsored by U-I, the Joy and the Item.
Ernest MacKenna, manager of the Joy, is
back from a flying trip to Hollywood where
he attended the Academy Awards show at the
Pantages Theatre . Harvey jr., Buena
Vista manager, is on a trek in the Memphis
territory
.
seen in town were
Mr. and Mrs. Claude Darce, Opera House,
Morgan City; Weldon Limmroth, general
manager, Giddens & Rester Theatre, Mobile,
Ala., and J. C. Keller jr., Eunice, La., theatres.
C. G. Purvis closed the Star, Brandon, Miss.
attendance at the March 18 Allied
Theatre Owners of the Gulf States board
meeting was the largest in many months.
Present were William Butterfield, Lake
Drive-In, Pascagoula, Miss.; Claude Darce,
New Opera House, Morgan City; Mike Ripps,
Do Drive-In. Mobile, Ala.; E. R. Sellers, Yam
Drive-In, Opelousas; F. G. Prat jr., Prat and
Aucoin, Vacherie; Ed Ortte, Legion and Gulf,
Gulfport, Miss.; Joseph Barcelona, Regina,
Baton Rouge; D. H. Fiske, Flske, Oak Grove;
George Baillio, Southern Amusement Co..
Lake Charles; Richard Guidiy, Jet Drive-In,
Cutoff; Abe Berenson, Tower, Gretna; E. T.
Cologne, local Bell, and L. C. Montgomery,
Delta Theatres. The meeting was under the
direction of Beren.son, president.
Arthur Greenblatt, general sales manager,
Allied Artists, was in town for several days
visiting with Manager Henry Glover and
personnel
. . . Mrs. Peggy Porter is the new
.secretary to manager Henry Glover at Allied
Aitists. She succeeds Patsy Cantrell. who resigned
. Callen of Associated Theatres
is now doing the buying and booking for
Edgar Doerr's Indoor Arabi, Arabi.
.Approximately 150 persons, including Variety
members, auxiliary. WOMPI, film distributor
per.sonnel, representatives of the
pre.ss, TV and radio, many of them accompanied
by guests, gathered at Variety
the Academy Award telecast . . .
Club for
Fifty-one
new membens—22 regulars and 29 associateswere
added to Variety's membership roster
two weeks prior to the end of the drive which
started in early February and ended this
week. The team standings in procurement of
members are Page M. Baker, 5; Bevinetto,
3; Joel Blustone, 8; Dan Brandon. 15; William
Briant. 1; Heni-y Glover, 2; Maurice
Guillerman, 2; Bill Holliday, 1; Carl Mabry.
5; Bill Murphy. 1; Roy Nicaud, 3; George
Nungesser. I. and John Richard, 4. A general
membership meeting will be held Monday (14)
at 7 p.m.. preceded by a supper. Chief Barker
Dan Brandon has urged all to be present.
Other meetings scheduled for April are the
midnight .supper club on Saturday i26), starting
at 8 p.m.; auxiliary Tupperware party
(24i; The Junior League meeting sponsored
by Mrs. Henry Glover (22i, and special entertainment
night April 12.
Both Mr. and Mrs. William Sendy, who
own and operate the Patio on Airline Highway,
are confined to Baptist Hospital. Sendy
was rushed to the hospital a couple of weeks
ago. Mrs. Sendy, while visiting with her husband,
became ill. However, after being attended
by a hospital doctor, she insisted on
returning home. The following day she was
seized with another attack and ordered by
the family doctor to return to the hospital
for observation. The condition of each is
good.
NOW with TWO conyenient locations for
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DIXIE
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SE-2 BOXOFFICE April 7, 1958

. . Harold
. . H.
CHARLOTTE
T ucy Mouring: McGriff, former F*aramount
employe now residing in Columbia, Ala.,
has published a book of the poetry which she
ha,s been writing for many years and which
is entitled "Patchwork." Mi's. McGriff was
secretary of the North Carolina Poetry Society
for several years and was a member of
the Charlotte Writer's Club . . . WOMPI
mt! ibers met at several members' home to
roll bandages for the American Cancer Soci<
ty. This is an additional monthly servici
project for WOMPI.
Olara Simmons, formerly with Piedmont
1 1 omotions. is traveling to Vienna to study
£i r a year at the Vienna Academy of Music
. . . Mildred Hoover, cashier at Pai-amount,
spent Easter in Atlanta visiting relatives . . .
Gladys Hawkins, fomier secretary at Wilby-
Kincey Theatres, was the wimier of the $2,000
cash prize given away by HaiTis supermarkets.
.
The Starlite Drive-In in Kernersville reopened
March 28 K. Baldree will
reopen the East Drive-In in Beaufort April
Thomasania Glenham, daughter of
15 . . .
Dottie Glenham of the Imperial Theatre, has
completed her basic training in the WA'VES
at Bainbridge, Md., and is now taking her
hospital training in Great Lakes, III. She
hopes to be stationed in Charleston in the
near future. Dottie recently was promoted to
assistant, manager of the Imperial. She has
w'orked in the motio.i picture industxy for
17 year.i and is an active member of the
WOMPI club.
Here's your winning combination
Southern Film Launches
Theatre Ad Division
BIRMINGHAM, ALA. Si)Uthcrn Film
Productions, jjroducer of educational, industrial
and travel films, has formed a commercial
theatre ad division to produce liveaction
film ads with sound on location at the
.-^pon.sor's place of business in towns of the
Atlanta, New Orleans and Jacksonville film
territories.
The business sponsor pays a reasonable
production cost to the producer plus a weekly
screening fee to the exhibitor, and Southern
Film says that production and screening of
the ads will not conflict with agreements already
made with commercial ad producers.
The ads are produced around a format of
"trade at home, save at home," and in addition
to .selling the individual .spon.sor, can
be run as a weekly series involving several
sponsors and promote the town as a whole.
The exhibitor benefits not only from the
screening fee, but from added patron interest
in the showing of local scenes and community
residents in the commercials. In addition,
the exhibitor receives a special free
sequence in which his theatre is exploited
as an important institution necessary to the
progress and prosperity of the town and
community and in which a positive stand
is taken in comparison of quality of TV and
motion picture theatre entertainment.
Darby Veteran at Miami
Stamps Okay on Film
MIAMI BEACH—Al Glick of FST's publicity
office, played host to Pete Callahan
and his family at the initial showing of
"Darby's Rangers" at the Colony Theatre.
Callahan is the only known member of the
famous Rangers living here, and he voted
the picture "tops." He considered it authentic
in presentation and fine entertainment as it
played up the more humorous moments in
the lives of the Rangers. Paul Biiiun, amusements
editor of the Miami Beach Sun, said
that Callahan "gave the newspaper an orchid
for catching the spirit of the movie in
its review."
MEMPHIS
p
i\I.
Bowers luus reopened his Pines Theatie
at Mountain Pine, Ark. . . .
Howard
Nicholson, manager at Paramount, entered
Methodist Ho.spital for surgery . .
Chalmers
.
CuUins has started weekend operations only
of his Savoy Theatre at Memphis.
I)rive-in openings announced: Mary, Cherokee,
Ala., owned by Mrs. Mary Ligon; Highlands.
Hohenwald. Tenn., owned by Ernest S.
Pollock who closed hLs Strand at Hohenwald
at the same lime . D. Bowners, manager,
.said the Cardinal Drive-In, Mayfield,
Ky.. would open April 11 . . . The Vester
Theatre, Pine Bluff, has been closed by T. C.
Mead.
H. A. LiBon, Mary Drive-In, Cherokee, and
Whyte Beford, Ford Drive-In, Hamilton, were
in town from Alabama . . . John T. Hitt, Cozy,
Bentonville; Orris Collins, Capitol, Paragould:
William Elias, Murr, Osceola; Mrs. Mildred
Bomar, booker for O. G. Wren Theatres at
Little Rock; Ann Hutchins, State, Coming:
Jimmy Singleton, New at Marked Tree and
Sharum at Walnut Ridge, and Alvin Tipton,
Tipton theatres at Caraway, Monette and
Manila, were in town from Arkansas.
. . . B. D. Bright,
From Mississippi came T. E. Lloyd, 8 Drive-
In, Houston; Earl Reis, TwUight, Bruce;
George Larkey, Drive-In, Kosciusko; John
Carter, Whitehaven Drive-In, Grenada; Lawrence
Foley, Palace, Tunica, and A. N. Rossie,
Hi-Y
Roxy, Clarksdale
Drive-In, Henderson, Ky., was a visitor.
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PHONE FR. 5-7787
EXHIBITORS DRIVE-IN
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$100 $200 $300
FROM YOUR SCREEN
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FILMED ON LOCATION IN YOUR TOWN AT MERCHANT'S PLACE OF
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SPECIAL GRATIS SEQUENCES EXPLOITING IMPORTANCE OF YOUR
THEATRE TO THE ECONOMIC WELFARE OF COMMUNITY
Live Action Ads with Local Scenes and Faces Stimulate B. O. Receipts
Write on Your Stationery Our Representative Will Call
SOUTHERN FILM PRODUCTIONS
Theatre Ad Division— P. O. Box 2415, Birmingham, Ala.
BOXOFFICE AprU 7, 1958 SE-3

. . .
Following
. . Bert
. . Mrs.
. . Mrs.
ATLANTA
lived in Thomaston and Marietta for several
years before leaving Georgia for Greenville,
S. C. At the time the awards were presented.
Wade Wootlward, Joanne's father, was in here
Two local theatres were playing iionutiiUecl from New York on a business trip. Her
pictures at the time the A c a d e m y brother. Wade Woodward III. and his family
Awards were made. Wilby-Kinceys Roxy live m Decatur. It is expected that Joanne
Theatre was showing "The Bridge on the and her husband. Paul Newman, will visit
River Kwai" and Loew"s Gmnd was playing here this spring. Nunnally Johnson, producer-director
of "The Three Paces of Eve,"
United Artist-s' nominated "Witness for the
Prosecution." Tlie fabulous Pox has also in which Miss Woodward had the triple role
opened with "The Long. Hot Summer." which of a schizophrenic, began his career as a
boasts an Academy Awards winner in its new.'paper reporter in Savannah and Columbus.
cast—Joanne Woodwaj-d. The subsequent runs
and drive-ins aa-e following through with
showings of "Sayonara" and "Three Paces of Loew's Grand reported a sellout for the
E\e."
closed circuit televising of the Robin.son-
Basilio fight. The fight film
Georgia was
was flown in for
particularly proud of Miss regular showing Friday i28).
Woodward
Other key cities
for receiving award as best actress in this territory, including
of 1957. At
Columbus, Savannah.
Montgomery, Tu.scaloosa,
least four Georgia cities can
claim that Joanne
Johnson
once lived there. Born in
City, Birmingham and Chattanooga,
Thomas\-ille. Joanne was
opened
three yeai-s old with the fight film
when
on the same
the
date . . .
family moved to Blakely. She also
C. H. Simp.son, American International vicepresident,
and Spence Steinhurst, southeastern
publicist, have returned from the national
convention held recently in Los Angeles
flLdl BQOIilOG OfflCf
, , , H. A. Gheesling has taken over and
reopened the Ritz at Austell. Prior to its
closing several months ago. Bill Douglas was
Experience — Industry — Integrity the operator.
H. W. Fulwider, operator of the Midway
ALBERT E. ROOK
Drive-In. Anniston, Ala., is recuperating at
his
160
home following
Walton
a stay at
$t. n.w. Georgia Baptist
jirvihg ^^ Hcspital here
. Friedman, U-I booker,
tel. Jackson 5-83)4 ^^vtc^^^yv^^ returned to his home following a short stay
at Piedmont Hospital
. P.O. box
Tillie 1422
Shapiro,
'"'^nif'^i^'
Southern and Triangle Poster Printing Co.,
atlanta, ga.
has returned from a two-week spring vacation
at the Arlington Hotel, Hot Springs, Ark.
a head-on collision with a
truck, Mrs. Cleo Shingler, operator of the
T- E- Lucy W. D. Kelly theatre at Buena Vista, was rushed to St.
Francis Hospital, Columbus. Mrs. Shingler
EXHIBITOR SERVICE CO. was seriously injured and her cashier, Mrs.
Berta
408-9
Cook,
Wolton
was killed in
BIdg.
the accident. They
were driving from Richland to Buena Vista
Atlanta's Oldest and Largest Booking
at
Agency
the time of the accident.
Serving Theatres in Georgia, Tennessee,
Former UA employe Mrs. Joyce Robbins
Alabama and the Carolinas.
filled in whUe blller Joan Crane was out
P.O. Box 2008 with the
JA
measles .
4-1555
Christine Smith
Gilliam, Atlanta films censor, gave a "Review
on Previews" at the Atlanta Better Films
Council luncheon Thursday (27) in the Atlanta
Woman's Club. A private screening of
"The Long, Hot Summer" was scheduled.
RCA SERVICE COMPANY, INC.
160-Mth St., N. W.
Chiller Twin Bill Earns
AHonta 13, Georgia TRinity 6-0394
High 140% at Memphis
MEMPHIS—All except one first run earned
average or better business during the week.
The Warner set the pace
SPECIAL
with a double feature.
"I Was a Teenage
TRAILER^
Qualrty and
Frankenstein"
Ser/ice
and
Serving "Blood
theatres of Dracula."
in the South tor 36 yeon.
13 cents per
(Average Is
word
100)
Maico—The Lady Takes a Flyer (Ll-I) 100
Lowest Cost Anywhere
Palace—Cottle Empire (20th-Fox) 120
State—The Brothers Karomozov
STRICKLAND (M(3M),
FILM 2nd wk 100
CO.
Strand—A Farewell to Arms (20th-Fox), 4th wk 80
^0 Pharr Rood, N. E. Atlanta
VVorner—
I
Was a Teenage Frankenstein
(AlP); Blood of Draculo (AlP)
1 4Q
JACKSONVILLE
pred II. Kent, local motion picture exhibitor,
has been elected head of the 1958 Community
Che.=t-United Fund campaign, the
city's major charitable enterprise of the
year. He recently became president of the
Rotary Club . . , Jim Frazier, manager of the
Town and Country Theatre, interrupted his
foreign film .series to book in the third local
run of "The Ten Commandments"
. ,
.
"The
Bridge on the River Kwai" received its seven
Academy Awards right in the middle of the
picture's 14-day run at the Florida Theatre.
The picture has received excellent coverage
in local newspapers and in TV and radio
programs. On one television program, an announcer
presented a timber from the bridge
to Virginia Atter, local television songstress.
Ken Barfield is the new manager of the
second-run Ritz in Clearwater
. . .
Jack
Fitzwater, Bay-Lan Theatres executive, and
wife have moved into their new home on
Davis Island in Tanioa Bay . . . Bob HaiTis,
FST supervisor in the Tampa-St. Petersburg
district, came in for conferences at the FST
home office . . . Donald Frady, who is receiving
aviation training at the Moody Bible
Institute in Chicago for future assignment as
a flying missionary, came in for the Easter
holidays with his parents, projectionist
Franklin Frady and wife, and to pick up a
new Ford they presented to him.
. . .
Roy Smith, theatre supplier, recovered from
a long bout with influenza and motored to
Tampa to attend to business interests there
Drive-In exhibitors in all parts of Florida
are recovering theu- optimism now that
spring weather has returned to the peninsula
after the coldest winter in 40 years
had kept a large percentage of their patrons
from attending outdoor attractions.
I
Sno Cone Machines
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Hot Dog Machines
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MAXIMUM LIGHT
in Georgia— Dixie Theatre Service & Supply Co., Albany—Hemlock 2-2846
Dixie Theatre Service & Supply Co., Atlanta—Walnut 4118
Roy Smith Company, Atlanta—Jockson S-2644
Rhodes Sound & Prolector Service, Savannah—Savannah
3-8788
Evenly Distributed J
3E-4
BOXOFFICE April 7, 1958

. . . Rex
. .
. . Harrel
. . Don
. . Mrs.
HOUSTON
The Avalon, an art theatre, has reached an
agreement with the Theatre Guild of
New York to co-produce "Tunnel of Love"
as its fli'st stage attraction this summer, according
to George Lee Marks of the Avalon.
The house will continue showing movies
until ready to go on the live deal. Current
were "Street of Shame" and "Riviera" .
The downtown houses—^Metropolitan with
"The Bridge on the River Kwai," the Majestic
with "Sayonara," and Loew's with
"Witness for the Prosecution"— all reported
a weekend SRO business.
April 1st the Ti'ail Drive-In held a demonstration
for exhibitors after the show hours
of the new extra powerful screen lamp put
out by a Toledo. Ohio. firm. The firm, with
lamps mounted on a truck, showed the boys
how much brighter it could be. said Manager
T. J. Chaney. Chaney. who heads the Independent
Drive-In Theatre Ass'n. reports an
excellent meeting held at the Ti-ail snack
bar last week. Business in general was discussed,
said he, along with the consumption
of coffee and doughnuts.
Gordon Forsythe, GI son of Hazel and Ernest
Forsythe of the Don Gordon Theatre
out on Canal, said some sad farewells before
returning to duty in the Hawaiian Islands
after a montli's leave . . . The Greater Houston
United Theatre Ass'n held its monthly
luncheon meeting at the Texas State Hotel
April 1. with President Alvin Guggenheim of
the Yale and Broadway theatres, presiding
Van. manager of the Variety Club,
has submitted his resignation, effective April
15. He believes that in the smaller quarters
his services are not needed sufficiently.
Rumor has it that he will take over public
relations at another private club in these
parts. Rex currently is dii-ecting the "Black
Faces of 1958" for the Trinity Episcopal
Church, his second year for that chore.
F. M. Blake, new U-I division manager in
this area, and southwestern district head
Bob WUkerson from Dallas, were in Houston
for a conference at the local office.
The new Handy Snack at the Tidwell Drive-
In is off to a good start says Cotton Griffith.
New snack employe at the Tidwell is
Mabel Logan, longtime worker at the Old
Nothing like putting the
South cafeteria . . .
big bosses to work! Alex McKlnzie is spending
his Saturday digging post holes and fixing
speakers at the Ti-ail Drive-In.
[WHO MAKES GOOD, ^
LOW COST TRAILERS?
GREET MARY—Mary Webster, star of
"Eighteen and Anxious," was greeted on
her arrival at San Antonio from Hollywood
at the airport by Norman Schwartz
(left), manager of Aztec Theatre, and
Jack Chalman, publicity director for Interstate
Theatres. She appeared at the
Aztec when the film opened.
DENTON
jyj rs. Geneva Woods is serving as temporarj'
manager of the Trans-Texas Fine Arts,
replacing David Head, who returned to his
home in Waco . McKinzie. who has
been concessionist at the Campus, has moved
to Dallas to do his student teaching, the last
portion of the requirement for his Bachelor
of Science degree, which he wiU receive in
May.
.
George Rickrich, Campus concessionist, is
taking a correspondence course in electronics,
rather than attending college this semester.
George is very active in hi-fi and amateur
radio circles in the Denton area
Anderson. Campus treasm'er. has
. . Betty
recovered
from an attack of pneumonia. Betty spent
several days in the hospital, then convalesced
for several more days at home . . . The
opening of "Raintree County" at the Fine
Arts was greeted with a downpour of rain,
which continued for the first several days of
the two-week run. The rain began about
opening time the first day and continued
until
closing.
The Bowie. Interstate house in downtown
Brownwood, has installed a 24-foot widescreen
for the showing of "The Ten Commandments"
. Johnson, foi-mer employe
of the Bowie and the LjTic in Brownwood,
is scheduled to return soon from Japan,
where he has been the last two years
in the Air Force . Hazel Lackey,
cashier at the Bowie lor many years, has
become a grandmother again. Hazel's daughter
Eileen, who has worked parttime in the
Brownwood Theatre, gave birth to a daughter.
SAN ANTONIO
rjaniel F. Haworth, field representative lor
the Motion Picture Research Council of
Hollywood, was here making a survey of
theatre projection practices, with special regard
to lamp operation, alignment, lens quality
and screen reflection abilities. This activity
Is part of a nationwide .survey in an
effort to get better projection in the theatres
and to better pre.sentation of the producer's
product.
. .
The State Theatre's Buzzo every Thursday
night is packing in the crowds. Last week
the SRO sign was up . John Flache of La
Mesa, owner of El Charro Drive-In here and
the Ascrates in El Paso, was at Clasa-Mohme
booking Mexican pictures. With him was his
p.irtner from El Paso, Delmo Pierce . . .
Word from Clasa-Mohme is that Fred Lindau
of the Valley Theatre, El Paso, is testing a
Mexican picture policy. Currently at the
beautiful Alameda is "El Potro Salvaje" with
Gaston Santos and Carmen Mont«jo.
Bobbe Goff, Texas Theatre cashier, was
home iU a few days. Pat Harris, former Ma-
. . Cliff
jestic cashier, pinch-hit for her
Bledsoe, well
.
known Barbershopper and producer
of countless variety and minstrel shows.
was given a birthday party by friends. He and
his wife Dell operate the Mission Road
School for Retarded Children.
. . .
This correspondent recently visited Oliver
B. Thomas, former manager of the State
Theatre, now retired, and found him looking
very well. O. B. has been on the sick list for
some time Mary Webster, star of
"Eighteen and Anxious," appeared at the
recent opening of the film at the Aztec Theatre.
She was greeted at the airport by
George Watson. Conrad Brady, Jack Chalman,
Norman Schwartz and many young male
admirers from Trinity University. She made
three appearances on the stage of the Aztec
and conducted a press and radio breakfast at
the Menger Hotel, a party for the winners of
a local radio contest and also visited the
drama class at Trinity University.
• PRACTICAL
Pfk
rumea ui pari, ui caigiaiiu aacui
ICTURE OERVICE CO. location for MGM's "The Scapegoat" will
125 HYDE • SAN FRANCISCO 2. CALIf • GtROY KARSKI, PRES be in the south of France.

. . Dan
. . Gordon
. . Vi.siting
DALLAS
.
. . . Pat
rjorolhv Malone returned for a visit with her
parents Lawson, head of Associated
Popcorn Distributoi-s, was in Fort
Worth on business for two days
T>iier, RCA engineer here, set up the closedcircuit
television equipment for local promoters
here Tuesday (25i at State Fair Music
Hall for the Carmen Basilio-Sugar Ray Robinson
middleweiKht title fight.
. . . Variety
"The Bridge on the River Kwai" opened
Thursday (27 1 at the midtowii Palace, the
day after the Academy Awards
Club members tossed a lavish farewell party
Saturday (22i for general manager Jack
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Corpus Christi Concession Supply Company Corpus Christi
Logan Concession Supply Company
Tulsa
Modern Sales & Service Company Dallas
Panhandle Popcorn Company
Plainview
H. G. Townsend Company Shreveport
. . . Jesse
Bryant, who will leave April 15 to return to
the hotel business in Louisiana
Garay. Strand manager, is making his
rounds in a company-owned Buick provided
by theatre owner H. A. Greenlin of New Orleans
Clarence Holt. Palace Theatre pro-
. . .
jectionist, bought two lots on the .shores of
Lake Whitney. He took his boats down and
hopes to spend his weekends boating on the
nearby lake.
. . . "Pappy"
Sick list: Walter Penn, E^mpire Pictures
sak.-man, has recuperated from flu and is
back at work, just as Shirley O'Reai- took
off with a similar ailment
Luther. Tower Theatre projectionist, is out
of the hospital and feeling spi-y after major
surgery.
Al Hughes, United Artists" booker and
amateur playwright, had his one-act comedy,
"A Letter From Isobel," staged by Baruch
Lumet last month at the local Knox Street
Theati-e. Hughes has a couple of new plays
now in contention in playwriting contests.
Hughes also is planning to appeal through
local daUies for persons interested in forming
an amateur- plajnvrights association. Writers
interested may write Hughes at United
Artists, 2013 Young St.
Loral film executives were .saddened by the
sudden death of producer Don Hartman, who
was here February 18 to seiTe on a film
panel. Hartman started in show business
here in 1924, while he was assistant purchasing
agent at Baylor Hospital. He became an
actor with the Dallas Little Theatre and
went to New York as actor representative in
competition there. Hartman always credited
Dallas for his entry into show business.
Harold Brown, president of
Brown Electric
Co., of Toledo, Ohio, will be here April 3 to
demonstrate the new Strong jet lamp at the
Jefferson Drive-In. Exhibitors from over the
state have been invited to see the newest
lamp in the projection field. Hardin Theatre
Supply Co. is sponsoring the demonstration
here . McLendon, president of Tri-
State Theatres, and his wife, with Mi-, and
Mrs. Clint Murchison jr., went to Hollywood
for the annual Academy Awards Wednesday,
March 26.
Frank Weatherford, Interstate city manager
at Fort Worth, announced the wedding
of his son Bob to Interstate secretary Sharon
Wickam. Bob is a cameraman for KFJZ-TV.
Manager Robert Payne screened Continental's
"Gervaise" Saturday morning (.5) for
members of Margo Jones Theatre, the Community
Theatre, the Knox Street Theatre and
the Arden Club of SMU and the French Club
of Dallas. It will open at Trans-Texas" Fine
Arts on the 10th.
Interstate has tied in with Luby's downtown
cafeteria for a Monday through Thursday
discount on downtown theatre tickets
and dinners. Under the banner of "You'll
Love Luby's 'n the Movies," the patron can
get a special movie dinner for 75 cents and
pay an additional 75 for the Majestic, Palace
or Tower ticket,
W. S. "Bill" Samuel, present Rowley United
manager of the Texas, will become hou.se director
of the Wynne-
^^^^
wood when it opens
^^^^H||) "South Pacific"
^^^^^^ \ April 16 with a re-
'
^V
served .seat policy, ac-
K^f- cording to city man-
» '^^l f^ a'4er John A. Callahan.
The house was closed
March 30 to re-equip
with Todd-AO projectors
and sound
systems, a new screen,
new caipeting for the
^°^'°^
Bill Samuel
""'^ ^^''^^' ^""^
seat coverings and
general furniture upholstery and a new decor
for the lounge rooms. The attraction will
have a downtown boxoffice in Dallas and
Port Worth as well as at the Texas and
the Adolphus and Hilton hotels. Tickets go
Mrs. Margaret Loui.se
on sale April 1 . . .
Rowley, 85. mother of showman Ed H. Rowley
of New York City and grandmother of John
H. Rowley, president of Rowley United, died
recently.
.Andy Sisk, booker has joined Empire Pictures
booking department. He has been with
the Jefferson Amusement Co.'s booking office
here . FUmrow: Bill Rau.
Alamo Booking Sei-vice, San Antonio; Bob
Fry, S. G. Fry Theatres, Tyler . . . Fi-ed W.
Beiersdorf, manager for DCA here, was taken
to Baylor Hospital for an operation March
31 and was reported to be in serious condition.
Virgil Miers, Dallas Times Herald amusements
editor, and his wife, will fly to New
York Monday (7) for a fortnight of play-
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TRAILERS
J'hom "Sood (Dspundablji
FILMACK

!
going and interviews. On April 19 they leave
by plane for London, where he'll cover the
Variety Clubs International convention. Then
the pair will vacation in Rome, Venice, Pari.s
and at the Brussels World's Fair.
For the benefit premiere April 16 of "South
Pacific" at Rowley United Theati-e's suburban
Wynnewood, two of the film's stars, Mitzi
Gaynor and Juanita Hall, along with sports
figures Joe DiMaggio and Rocky Mai'ciano,
will make per.sonnal appearances. Tickets will
be $25 each, and will include a midnight
banquet. Proceeds from the event will go to
Msgr. John Canoll-Abbing's Boys Towns of
Italy.
FORT WORTH
Tnterstate's Mansfield Drive-In returned
"Follow the Sun" (the screen biography of
famous local golfer Ben Hogan) as a second
feature to "The Quiet American." The regular
Mansfield projectionist is business agent
R. C. "Cliff" Sparks, but it could have been
done by another projectionist, Claude M.
Pox. Fox, projectionist at Interstate's Ridglea,
is Hogan's father-in-law. His daughter
Valerie is portrayed in the film by Anne
Baxter.
Anne Baxter, with producer Douglas Fair"-
banks jr., will appear in person opening day
of "Chase a Crooked Shadow" at the Worth
April 26 . . . L. C. Tidball's Parkaire Drive-In
went into foreign films.
Name Change Gag Works
Eddie Holland, a North Little Rock, Ai-k.,
theatre manager, tucked his tongue in his
cheek and came up with another suggestion
for a new name for the north portion
of the Arkansas metropolis.
Calling in the
news WTiters and photographers he tacked
up "Peyton Place" on one of the municipal
highway signs—just to see how it would
look. The scene appeared in the paper
along with Holland's reasons why he
thought the new name should be adopted!
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OKLAHOMA
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628 W. Grand Oklahoma City
Phone: RE 6-8691
OKLAHOMA CITY
pdclip (iregKs, booker for Warner Bros. Ihtc,
resigned effective Saturday (5i and was
to become a salesman for United Artists.
Eddie was with Republic before going to
Warners. He was in the Republic office six
years and salesman for 12 yeai'S. He Joined
Warner Bros, in 1948 as salesman and remained
on the road eight years, booking the
hist two years. Jim Cmmp, who had been
selling for UA for several months, has resigned
and will return to Dallas.
Mr. ajnd Mrs. E. R. "Ked" Slocum spent
Saturday night (29) with Mi-, and Mrs. Ray
Hughes, Poteau, who operate the Liberty Theatre
in Heavener and Tower Drive-In In
Poteau. The Slocums left Poteau Sunday
morning (30i and drove to Hot Springs for
the Independent Theatre Owners of Arkansas
convention. The foui--day meeting was
held at the Velda Rose Motel, an innovation
for theatre owner conventions, as in the past
they usually have been held in downtown
hotels.
Exhibitors on Filmrow included W. T.
Kirby, Time, Wetumka; Frank P. Dove,
Groom Theatre, Groom and Panhandle theatres.
Panhandle, Tex.: Don Cole, Bison,
Buffalo; Mr. and Mrs. C. W. Wright, Ritz,
Oilton; Wright Hale. Lyric. Speaj-man; L. E.
Brewer. Royal, Valley and Brewer's Drive-In,
Pauls Valley: W. T. Kerr, Ai'buckle Drive-In,
Davis: Dana Ryan, Buffalo. Pawnee: Ray
Hughes and wife. Liberty, Heavener, and
Tower Drive-In, Poteau: Mr. and Mrs. George
Lederer, Rex, Yale: Mr. and Mrs. Morris
Lotvin, Ritz, Jenks: Rhoda Cates, Tower,
Selling; J. S. Worley. Liberty, Tex., and
Pioneer Drive-In, Shamrock, Tex., and Milam
Steel, Lakeside Drive-In, Pawnee.
Mr. and Mrs. Jim Newell, who recently resigned
from Barton Theatres, for which they
had been managing the Chieftain, have taken
over the Ritz Theatre, Rush Springs, from
T. E. Hutchins . . . W. G. "Bill" Edmonston
has closed his Rex Theatre in Covington,
Okla., and has joined Barton Theatres as
manager of the Redskin Theatre. Edmonston
has been in the business a great many years,
having owned and operated theatres in Checotah,
Muskogee and Garber before taking
over the theatre in Covington.
C. J. Michalica is the new owner and operator
of the Star Theatre, Minco, having
just recently taken over from his former
partner. He was here recently arranging
booking with the various film companies . . .
Victor Jory. well-known screen and legitimate
theatre actor, appeared here April 4, 5
m the piay, "Cat on a Hot Tin Roof," by
Tennessee Williams. Jory is well known in
Oklahoma City, as he appeared here with the
Criterion Players for several months. They
changed plays every week.
Local theatre owners were certainly on the
ball following the Academy Awards telecast
Wednesday night (26i. The State immediately
informed its audience that the winning
picture, "The Bridge on the River Kwai,"
would open there the next day. The morning
edition of the Daily Oklahoman carried a
four-column by ten-inch ad announcing the
winning picture, the space having been reserved
by the State to replace an ad appearing
in an earlier edition. Howard Federer,
president of State Theatres, which operates
111. Ci 111(1 ;iii(i State theatres here, said the
paper gave lull cooperation and was ready to
change the coi)y as .soon as the Awards winners
were made public.
Dudley K. Tucker jr., Columbia salesman
many years, now is head b

. . only
TEXAS DRIVE-IN
THEATRE ASS'N NEWS
ASSOCIATION TRAILER FREE TO PAID-UP MEMBERS
DALLAS — The Texas Drlve-In Theatre
Owners Ass'n trailer "Not to be Shottii on
Television for Seven
Years" will be Riven
nee to every drive-in
member who has paid
his 1958 dues, Eddie
Joseph, president, has
announced.
This policy will remain
in force until
April 30. and all a
member has to do is
send a postcard or note
to the association office,
Eddie Joseph
1710 Jackson
Street, Dallas, and the
free trailer will be sent on its way.
Originally, the association set a price of
$4 on the trailers which read: "Not one of the
1958 feature pictures, despite any rumor to
the contrary, will be seen on free-TV, toll-
TV, cable-TV or any other form of TV for
seven years . in motion picture theatres
will you .see 1958's .superb pictures in
all their splendor!"
Joseph al.so announced that in response to
many requests for copies of the association's
bulletin, the complimentary mailing lists will
be expanded. Requests for t.he newsy bulletin
have come from manufacturers, suppliers
and others interested in drive-ln activities.
The association office also reported that it
has received many complaints from drive-in
owners because distributors are holding up
availability of big pictures. This is a matter,
Joseph pointed out, which was considered in
a resolution adopted at the January convention.
This resolution protested the practice of
major distributors in delaying the availability
of top quality pictures to suburban theatres
and di-ive-ins by roadshowing them and giving
them other special handling w-hich hold
up the flow of product to subsequent runs.
The Cinderella Drive-In, Dallas, reopened
under new management. Bill Sargent, Ed
Bowen and Ted Lewis are the new owners.
A three-week remodeling included new screen,
new .-speakers, new sound system, and new
concessions. The 950-car space is to be served
by 950 speakers.
Columnisf Likes Glamor
Wifh His Drive-Ins
Houston—Hubert T. Roussel of the
Houston Post likes the idea of putting
glamor and luxury in the drive-in theatre.
Apparently with the new milliondollar
Sharpstown Drive-In here in mind,
he commented the other day:
"What we see now, in the upsurge of
the costly drive-in, is an effort to get
right batk t the don't-bother-to-dress
policy of the old-time movie, and yet to
hold in the scheme the glamor and luxury
of the cinema palace. This is a sensible
recognition of the economic and
social realities of the day. which have
made formal theatre attendance both a
costly and a complicated thing for the
family."
Roundabouf Texas with
The Pleasant Drive-In Theatre, Mt, Pleasant,
was purchased by Robert Palmer, copublisher
of the Titus County Ti-ibune and
the Lone Star Ti-ibune. The theatre was
owned by Mrs. Robert Sleigh and Mrs. Kenneth
Sleigh. According to another newspaper
report a week earlier the theatre had
been purcha.sed from the Sleighs by Mr, and
Mrs. Robert B. Palmer. (Wonder who owns
it!i.
* * *
Mr. and Mrs. Ted Beshear had an opening
day for the Sinton Drive-In. Sinton, which
was dedicated to the Boy Scout relocation
fund. Proceeds from the two nights showing
went to the current Boy Scout drive.
Kenneth M. McParland jr., owner and
manager of the Pines Drive-In Theatre of
Nacogdoches (since 1952 1 has, in addition to
his theatre work, accepted an appointment
as the local agent of the Equitable Life Assurance
Society of the United States.
* * +
The Trail Drive-In Theatre of Malakoff,
Tex. received a nice two-column spread in its
local paper, Tlie Malakoff News. Tlie story
was just about the drive-in itself and had no
reference to the current production at the
drive-in, but stressed the advantages of
patronizing drive-in entertainment— ".
you can enjoy the privacy and comfort of
your own car without having to dress up.
You can adjust the sound to suit youi-self
with the individual speaker. You can go to
the concession stand for those show snacks
without disturbing other patrons."
* * *
The Gidney Talley Enterprises have purchased
the Medina Valley Drive-In Theatre
from Mr. and Mrs. Clark Sadler. The Sadlers
will continue to operate the drive-in
and will enlarge the screen for Cinemascope.
* • *
James May of Dallas, district manager for
Rowley United Theatres, Inc., presented
Henry M. Stewart, assistant manager of the
Texas, Plaza and Campus Drive-In theatres
in Sherman with a diamond-encrusted pin in
recognition of his 24 years of service recently.
Stewart joined the company in 1934 as a
projectionist at the old Ritz Theatre.
* * i-
Because of the weather, Roland Duus announced
that the Oak Drive-In Theatre,
Coleman, will be shut down. The Cole-Anna
Drive-In will continue to operate on its present
schedule.
* *
The Scenic Drive-In Theatre in Brady, has
been leased by Mr. and Mrs. Marvin Bell of
Sunray. Mrs. Katherine Kirkeby and R. A.
Erickson of Abilene are owners of the drivein.
Bell has been in the theatre business some
27 years. The theatre was built in 1950 by
the late O. M. (Kirk) Kirkeby and Erickson,
and has been managed for the last two years
by Oscar Dietz. Kirkeby and Erickson have
two drive-in theatres in Abilene—the Crescent
and the Tower Twin.
Outdoor Exhibitors
J. R Euler. manager of the drive-in in
Bonham resigned as theatre manager to accept
a position with the McClendon Corporation.
• * «
Burglars recently broke open the door of
the snack bar at the 271 Drive-In Theatre in
Paris, Allen Poole manager, reported.
Mrs. A. W. Willis Praised
By San Saba Residents
SAN SABA. TEX.—Mrs. A. W. Willis, who
became manager of the Frontier Theatres
circuit Palace and Con-al Drive-In here last
May upon the death of her hu.sband. has
been getting considerable praise from local
residents for her work in keeping motion
pictures in this community.
The Palace Theatre, one of the older local
busines.ses, began its operation around 1912
as the Majestic. In 1928 the building was remodeled
and the name was changed to the
Palace. The Corral Drive-In opened in 1952
one mile south of town with a capacity of
198 cars.
Mi-s. Willis and her husband were married
in Temple in 1925 and subsequently Uved in
Navasota, Bryan and Crowell before coming
here. She has two daughters and one son,
four grandsons and two granddaughters. Mrs.
Willis is a member of the Baptist Church and
has a hobby of putting together jig-saw puzzles,
some of which she frames and gives to
friends. One puzzle, with over 2,000 pieces, is
under glass in her home. However, she says
that her masterpiece contained over 5,000
pieces.
Looking to the future, Mrs. Willis sees
nothing but brightness. She says. "The pictures
are better and we have more in color,"
adding. "No, television has not hurt the
movies here."
Putting the (Hand) Cart
Before the Horse (Opera)
Fort Worth—There are drive-ins with
ramping provisions for private aircraft,
with docks for cruising boatsmen (in resort
areas) with hitching posts for patrons
who come on horseback. But at the
South Side Drive-In in Fort Worth,
there's a customer who comes by railroad
handcar.
The KMT railroad tracks run behind
the South Park. Every now and then, a
railroading patron chugs up in a motorized
handcar, pulls the car off the track
and goes into the theatre. He says he's
from Waco and when he hears of a horse
opera he's missed, he just puts the handcar
on the track and away he goes. Absolutely
the truth, vouches Jack Gordon,
entertainment editor of the Fort Worth
Press, who published the item recently.
SW-4 BOXOFFICE AprU 7, 1958

—
—
U
Third Week of 'Bridge'
Hits 300 in Twin City
MINNEAPOLIS—Despite Holy Week, business
was sensational almost all down the
line, with "The Bridge on the River Kwai"
in its third week, helped by its Academy
Award honors, coming through remarkably
and far in the lead. Fine showings al.so were
made by "The Brothers Karamazov" in its
fourth week and such newcomers as "Run
Si'.ent, Run Deep" and "Snow White."
(Averoge Is 100)
Academy Around the World in 80 Doys
(UA), 38fh wk 125
Century Search for Paradise (Cineroma), 5th
wk 175
Gopher Run Silent, Run Deep (MGM) 1 50
Lyric The Brothers Karamarov (MGM), 4th wk. 125
Orpheum Snow White (BV), reissue 140
Pan Steel Bayonet (UA); Man on the Prowl
(UA), split with The Girl in Black Stockings
(UA); Hell Bound (UA) 80
Radio City The Bridge on the River Kwoi
(Col), 3rd wk 300
State Fort Dobbs (WB) 90
World Lost Continent (Lopert) 1 00
"Cowboy' Rides Top
Horse at Omaha
OMAHA—Local patrons had high praise
for "Cowboy," which linked with "The World
Was His Jury," more than doubled average
gate receipt.s at the Brandeis. The bill was
held for a second week. Next best among
the downtowners was "Saddle the Wind."
which pushed over the average mark at the
State.
Brandeis Cowboy (Col);
The World Was His Jury (Col) 205
Omaho Sing Boy Sing (20th-Fox);
Ride a Violent Mile (20th-Fox) 85
Orpheum The Lady Takes a Flyer (U-l);
Damn Citizen (U-l) 80
State Saddle the Wind (MGM) 110
Business Drive Kickoff
In Twin Cily by Big Ad
MINNEAPOLIS-Tho local poll ion of the
territory-wide, tlircc-month campaign to revive
the moviegoing habit and fill empty
.=eats was kicked off with a 3xl2-inch newspaper
ad proclaiming the managers of three
Minnesota Amusement Co. houses, the Orpheum
and Bennie Berger's Gopher "the
happiest men in town" and showing halftones
of their heads on line-drawn bodies.
The reason for their happiness, the ad
explained, was because of their belief they'll
make "YOU" happy, too—the "you" being
the public—with their forthcoming pictures.
Pictures named in the ad, which stressed
"these will not be shown on TV for years and
year.s—and never so good," included the current
"Snow White" and the Impending
"Teacher's Pet," "Saddle the Wind," "Merry
Andrew." "Long Hot Summer," "Another
Time, Another Place," "Marjorie Momingstar,"
"Ten North Frederick" and "Too Much
Too Soon."
Neil Houtz Buys Interest
In New Hampton Theatre
NEW HAMPTON, IOWA—Neil Houtz of
Marshalltown has pui-chased the interests of
Mrs. Don H. Norton of Minneapolis and
Central States Theatres, Des Moines, in the
New Hampton Firemen's Theatre. Houtz took
possession Tuesday ( 1 ) . Prior to coming here,
he had managed a theatre in Marshalltown
for nine years.
The New Hampton Fire Department will
retain ownership of the theatre building.
Two Meetings Slated
For Twin City Area
MINNEAPOLIS—Two imp

under
. . Playing
DES MOINES
pniil Bozich. owner of Uie Iowa TheaUe ill
Madrid, is now showing Walt Disneyfilms
every Wednesday and Thursday evening
at 7 o'clock and at 10 a.m. on Saturday's.
The weeknight shows are scheduled
early so that children may attend without
being up late on a school night.
The Hillirest Drive-ln in Cedar Falls had
its spring opening Wednesday i2). The public
was Invited to be guests of the management
on opening night and free coffee and
free pony rides were offered. Admission
charge will remain at 60 cents for adults
and children under 12 accompanied by parents
RolUn K.
will be admitted free . . . Stonebrook. manager of the An-ow Theatre
in Cherokee, was one of the men who made
the trip to Minneapolis to attend the meeting
of the Theatre Owners Business Building
committee.
Del McHugh. manager of the Corral Drivein
in Spencer, has returned from Louisville.
where he attended the National Allied Drivein
convention Robert Holdridge. owner
of the
. . .
State and Iowa Drive-In in Shenandoah,
plans to rebuild the screen at the
drive-in. adding 14 feet to both sides, making
it 80x40 feet. The work is expected to be
The Esquii-e In
completed by April 15 . . .
Davenport got a call from a man who inquiJ-ed
if a bag had been found on one of
the seats containing a set of false teeth! The
bag was found and returned to its owner
who explained that he removed his dentures
for comfort and forgot them when he left!
NATIONAL THEATRE SUPPLY^
Supplies • Carpets • Concession Supplies
W. R. DAVIS
1120 Hioh Street Des Moines 9, lowo
NC-2
Spencer, Iowa, TV System
Goal of Pioneer Theatres
SPKNCKH. U)\VA Till' Pidiioor Thcalrc
CJip
.
the name of the Spencer Community
Antenna System, will apply for a
franchise at the next regular meeting of
the city council here.
Gordon McKinnon of PTC .said that if the
group can get the franchi.se they will install
a 300 to 400-foot tower north or .south of
here. Reception would then improve to 95-100
per cent on channel 4 and to 90 per cent on
channel 9. A contract would have to be
obtained from Northwestern Bell Telephone
Co. to run coaxial cables on the telephone
poles. If the council accepts the idea, it will
be put to the public for a vote. McKinnon
stressed that a vote for the idea would in no
way obligate the voter to become a subscriber
to the service; all he would be doing
is approving the plan.
Depending upon the number of subscribers
to the service, the cost would vary and those
using the service would be billed monthly in
much the same way one is billed for his
telephone sei-vice. McKinnon said the firm
would proceed as rapidly as possible, although
the legal action may take some time. They
hope to put the plan before the voters in a
June election.
T-Bones Bally 'Cowboy'
MINNEAPOLIS—Columbia exploiteer Sam
Hart, in from New York to help publicize
"Cowboy." had western-clad models distribute
prime T-bone steaks to a couple dozen
of local newspaper and television and radio
folk who could do the pictui-e some good.
CofC Sponsors Free Films
FONDA. IOWA—Free films will be shown
at the Amuzu Theatre here for several
Saturdays, sponsored by the Chamber of
Commerce. They will begin at 2:30 p.m. and
run I'l- hours. The pictures will be cartoon
carnivals. The films will be free to children
in
the area.
Let Us Supply
You With Coca-Cola
^1^5 PER
GAL
Shipped from our stock in case lots
(4 gallons) or in 20-gallon lots from
Chicago
stock — prepaid.
Also
ORANGE CRUSH
Orange Crush
$2.35 Gal.
Root Beer 1.75 Gal.
Lemonade
2.50 Gal.
Old Colony Orange, Grape, Wild Cherry
1.75 Gal.
DES MOINES THEATRE SUPPLY COMPANY
1121-23 High Street Ph. CHerry 3-6520 Des Moines, Iowa
MINNEAPOLIS
Joyce .V. Swan, Minneajjolis Star & Tiibune
new.-^papers executive vice-president and
local Chamber cf Commerce head, was in
New York last week to back up the overtures
that Ben Berger. legitimate impresario here,
has made to RKO Theatres for the use of
the Minneapolis RKO Orpheum for touring
Broadway attractions next .season. The Lyceum,
former legitimate house, is being converted
into an evangelical tabernacle. Berger,
and Lowell Kaplan, the Lyceum manager,
conferred in New York with BKO officials
.veveral weeks ago. but have obtained no definite
commitment from there.
. . . All ten
The St. Paul downtown Lyceum is offering
a seven-day "comedy fest" with twin
bills of funny pictui-es changed daily "a
new comedy show evei7 day." On the opening
Sunday the first 500 children attending
received large .sacks of marbles
local neighborhood theatres in the earliest
28-day clearance .slot played "Don't Go Near
the Water" over the weekend. Eight of them
combined in a large newspaper cooperative
ad . "Peyton Place" after its long
first-run downtown and engagements in
other neighborhood houses, the "fine arts"
Suburban World, which usually devotes itself
to first-runs of foreign films, cashed in
on the numerous Academy Award nominations
won by the picture and did excellent
busine.ss.
. . . Northw'est
Bob Murphy, Minneapolis Sunday Ti'ibune
film editor-critic, named a short. "The Red
Balloon," on the bill with "The Lost Continent"
at the World, as his "Movie of the
Week." Among other things, he said: "A
30-minute short subject which has collected
a lot of honors is now playing the downtow'n
World. It deserves the honors"
Variety Club has a special meeting and
dinner scheduled for its clubrooms April 7.
The speaker will be George Grim, TV news
analyst and Minneapolis Tribune columnist,
whose subject will be "The Current International
Situation." Grim for his newspaper
and TV station has traveled through EXirope
and Asia, including Russia.
New Variety Club members include Joseph
della Malva. Don O'Brien. Richard T. Quaas
and Karlton J. Ro.sholt of Twin Cities' TV
and radio stations: Robert T. Smith, Minneapolis
Ti-ibune editorial staff member: T. T.
Romson. James Hamilton Ass'n. St. Paul:
James H. Esheiman, manager of the St. Paul
Strand and Tower theatres, and Gerald
Frawley . . . The club's bulletin informs
members that Eddie Schwartz has choice
tickets for the opening baseball game of the
American Ass'n season April 22 when Minneapolis
and Louisville will clash. He also has
tickets for the "Welcome the Millers" luncheon
April 21 at the Hotel Radisson. Eddie Is
commended in the bulletin for "another good
Job well done." referring to the new 1958
roster which he has published and sent to
all
members gratis.
Ed Delaney a Grandpa
MARCUS. IOWA — Ed Delaney,
former
manager of the Lyric Theatre, which was
destroyed by fire in 1952, has become a grandfather.
A daughter was born to Robert and
Patricia Steck, who are stationed at Guam,
where Delaney's son-in-law is with the Navy.
BOXOFFICE April 7, 1958

. . . Joe
. . And
Minnesota Showmen
Urged to Fight DST
MINNEAPOLIS— Attenlioii of Minnesota
exhibitors is called by Gilbert Nathanson,
secretary of the business buildins Rroup. to
the battle ahead of them to try to knock out
daylight saving time when the state legislature
next convenes in 1959. Nathanson urges
that exhibitors cultivate then- legislators'
friendship and those organizations which also
oppose fast time in order that a strong united
front can be presented.
"We note in the newspapers that a group
already has been formed to campaign in
favor of DST." Nathanson pointed out.
"These proponents represent a small segment
of selfish individuals who wish to play golf
at the great many's expense, especially at
the expense of those whose investments are
being jeopardized.
"It is difficult to name one business that
is helped by DST. More than ever, however,
it becomes apparent that each and every
Minnesota exhibitor must show his state
representatives and senators the light."
However, the Minneapolis city council last
week unanimously adopted a resolution calling
upon Gov. O. A. Freeman to change his
order terminating DST September 2. nearly
a month earlier than last summer. Tlie aldermen
want it to continue again to September
29. the same as last year.
Also, the Ramsey County (St. Paul) Young
Republic League, meeting last week, adopted
a resolution in favor of DST and KSTP-TV
on its important 10 p.m. newscast seldom fails
to pound away in its favor.
It's being pointed out that the propaganda
boosting DST invariably tries to create the
impression that it's general throughout the
U. S. where actually it prevails in only a few
states.
Twin Cities Downtowners
Oifer Free Parking
MINNEAPOLIS—Free downtown parking
for theatre patrons is becoming more general
in the Twin Cities, putting the Loop first-run
houses on an equal basis in this respect with
the outlying subsequent-run situations.
RKO Theatres, which recently started the
gratis service at the local Orpheum, also
now is offering it for ticket buyers at its
other downtown house here, the Pan, and at
the St. Paul Orpheum. This makes a total
of thi-ee Minneapolis and five St. Paul downtown
first-run theatres to provide the free
parking. The other house here is the independent
400-seat World where it was
started more than a year ago. In St. Paul
the two Minnesota Amusement Co. theatres,
the Orpheum and the independent World
and Strand provide the service. There's still
no free parking downtown at the three
Minneapolis MAC first-run theatres or at
Cinerama's "Search for Paradise" and
Todd's "Around the World in 80 Days" at
the Century and Academy, respectively.
None of
the downtown theatres own their
parking lots, as do most neighborhood houses.
They have aiTangements with nearby parking
lot opei-ators.
OMAHA
irj()n Cuiiipbell, Central City exhibitor, said
farmers in the east central area of the
state are able to navigate out of the mud at
last—but more rain was forecast for the
week . Fred Schuler, Humboldt exhibitor,
observed that belated oats planting
is finally under way in the .southeast sector
Jacobs, Columbia manager for Des
Moines-Omaha, is slowly making pix)gress at
his home after an operation . . . Ray Hudson,
20th-Fox custodian, .said his wife is recovering
from pneumonia, but no thanks to his
cooking. He even burned up the oatmeal.
Sunny skies brought a big contingent of
exhibitors to town: Harold Struve, Deshler
and Hebron: Don Campbell, Central City;
Sonny Thacker and wife. South Sioux City;
Mr. and Mrs. Fred Schuler, Humboldt; Oscar
Johnson. Palls City; Howell Roberts. Walioo;
W. W. Austin, Plainview: Jack McCarthy,
Louisville: Charles Thoene, Lyons; Scotty
Raitt, Genoa; lowans Elmer Svendsen, Alta;
Ed Osipowic, Correctionville; Frank Good
and Dick Johnson, Red Oak; Jamie Booth,
Harlan; Bob Miller, Alton.
Ann Schreiber, owner of the Royal Theatre
at Wisner, was reported to be doing
satisfactorily after several weeks' illness with
pneumonia. She planned to reopen her theatre,
shuttered for a couple of months, on
Easter, depending on her condition . . . Opal
Woodson. UA office manager, w^as laid up
with a badly sprained ankle and possibly a
chipped bone. She was injured in a fall at
her home.
Mrs. C. N. Johnson, Red Oak. Iowa, exhibitor,
is really getting around during her
European tour with Dorothy Houghton, Red
Oak resident nationally prominent in women's
affairs. They have been introduced before
royalty in several countries, they had an
audience with the Pope and Mrs. Johnson
wrote her son, Richard, she has even become
fond of snails as served by European chefs.
Quentin Chapman has taken over operation
of the Sidney Theatre at Sidney, Iowa,
from Earl Cowden, an exhibitor there many
years. Film Transports are leading the Filmrow
Bowling League, followed by Renfros
and Boosters. Only about five games separate
the first five teams, with approximately five
weeks of league rolling remaining . . . Regina
Mill re (I. liiiiiier 20th-Fox office manager now
111 , li.iiLT ,,f movies for WOW-TV, and her
si>iii Mai If have moved into a new home.
. . . Bill Barker,
Howard Howell is now the operator of the
Table Rock, Neb., Theatre. The former owner
was Ernest Grundemann
Co-Op Booking Service, hoped to be dismissed
from Lutheran Hospital by the weekend
after an operation.
'Butch' DeFrenne Dies;
In Industry 49 Years
DES MOINES—William F. "Butch" De-
Frenne. who had been in the theatre business
49 years, died of a heart attack here
March 22. DeFrenne, 65, was stricken while
working in his garden at 6808 University
Ave. Services were held March 25.
DeFrenne is survived by his wife Irene;
three .sons. William, Gilbert and Raymond, in
California, and six grandchildren. A native
of Prairie du Rooher, 111., he had lived here
22 years. He was owner of the B&I Booking
Agency and a member of St. Theresa's Holy
Name Society, the Dowling club and Variety.
Butch started as an exhibitor in 1909 and
had been engaged both as an exhibitor and
distributor ever since. Just a few weeks ago.
Butch, who founded the B&I agency in 1949,
announced an expansion program that
included situations in the Omaha exchange
territory.
settefine
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W. M. "BILL" ALLISON
307 No. l«th Sf. Omaho, Neb.
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THEATRICAL ADVERTISING CO.
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Charlton Heston who will have the title i
role in MGM's "Ben Hur" is abroad to begin r
work in the giant film.
I
BOKOfPICf THE NATIONAL RIM WEEKIY 52 issues a year
825 Von Brunf Blvd., Konsas City 24, Mo.
BOXOFFICE AprU 7, 1958 NC-3

MILWAUKEE
rimer Ninimrr, who has maii.i^ied
tliealio
in this area for the last 20 years, has
leased tJie Juneau Theatre, and after a redecoration
project, will reopen in about a
week. The Juneau has been operated by the
L. F. Gran Management Co.. and prior to
that, by the Stanley Warner interests. The
house has been south side landmai-k since
1910. having originally offered stock companies
and lat«r vaudeville and motion pictures.
Nimmer has been managing the
Egyptian Theatre, although he managed such
tlieatres as the Modjeska and Granada, in
the Juneau area, for many years.
The Ozaukee Theatre. Port Washington's
only film theatre, was slated to close March
30. It will be the first time since about 1900
that this city will be without a theatre. At
one time. Port Washington had two houses,
both doing good business. Bill Roob. theatre
manager, said that plans for sale of his
equipment and lease of the building had
failed. Oldtimers say the first "flickers" were
shown in the opera house, which later became
the city hall.
In a retrenching move at the AUiambra
Theatre here, two stagehands were stricken
from the payroll. Further differences with
the union, according to an announcement.
have forced the management to close the
theatre. The sign on the boxoffice reads:
"Alhantbra Theatre Closed Until Further
Notice." The union understandably is concerned
with other theatres considering similar
layoffs.
Burlesque Ends in Town,
Cooper Omaha Thealre
OM.'VHA—Burlesque, both in the flesh and
on film,
has disappeared from the downtown
Town Theatre. The Town was acquired recently
by the Cooper Foundation of Lincoln,
along with six other theatres in the Goldberg
circuit. Norman Prager. who has taken charge
of the theatres under the new ownership,
issued the directive ending the practice of
alternating the To«-n's billing with secondrun
pictures, burlesque short films and occasional
attempts to feature strippers and
comics on the stage.
To Reopen at Diagonal, Iowa
DIAGONAL. lOWA-^everal local businessmen,
fanners and Lions Club members
are working day and night to help get the
theatre here ready for the grand opening. A
complete new interior paint job has been finished,
new seats have been installed, a new
screen and projector are ready. Opening date
will b« announced soon.
YOU GET
'EM FAST
NIWYOIK
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TRAILERS
jAjom Sood (Depsmdalils
FILMACK
DJ Says No. So Berger
Passes Up Bible Film
MI.NINEAPOLIS—Finally admitting defeat,
circuit owner Ben Berger says that the Department
of Justice in effect has rejected
his request that it compel Paramount to sell
"The Ten Commandments" to hi.s Fergus
Falls. Minn., theatre "on a fair and equitable
basis." Accordingly says Berger. after being
advised by Paramount that the DeMille
smash would cost him 80 cents for every
ticket sold by his Fergus Palls theatre, he's
passing up the picture.
"The Justice Department apparently is
satisfied with the Paramount deal despite the
fact that it actually amount,s to dictating the
admission price and therefore is illegal,"
charges Berger. "We'll explain to the Fergus
Falls people who have been demanding the
picture why we're unable to show it."
Berger appealed to the D. of J. to force
Paramount to sell "Commandments" to the
Fergus Falls theatre without dictation as to
the admission price that would be charged
or, in lieu of that, compelling him to give a
$2,750 guarantee "which would be impossible,
just as the 80 cents per ticket is,"
To Consider CM Theatre
MINNEAPOLIS—Elmer Rhoden will be
here within the next few weeks to look over
theatre possibilities for his Cinemiracle projection
and its initial offering, "Windjammer,"
according to Charles Winchell, Minnesota
Amusement Co. president-general
manager who earlier had sent Rhoden information
regarding physical qualifications
of the circuit's three local Loop houses.
Opens Cowrie, Iowa, Star
GOWRIE. IOWA—Idle throughout the winter
months, the Star Theatre here reopened
Tuesday (4). Duane Nelson, son of Mr. and
Mrs. Laurel Nelson who have operated the
theatre for many years, will run the house.
According to Nelson, one show will be
screened each week on Friday, Saturday and
Sunday.
Reopen at Princeton
PRINCETON, WIS.—A new company, the
Princeton Theatre Corp., organized by several
local people, has reopened the Princeton
Theatre, closed for some time. A public
stock subscription was made under the leadership
of local businessmen to provide for operation
of the theatre. Elmer V. Ki-ueger
was appointed manager.
J. Fred Brown Renamed
HOT SPRINGS—J. Fred Brown of Port
Smith was re-elected to his third term as
president of the Independent Theatre Owners
Ass'n of Arkansas at the annual convention
held at the Velda Rose motel. The association
condemned all the way sale of
post-1948 motion pictures to television.
School Board Mcry Buy Theatre
NEW STRAITSVILLE. OHIO — WUliam
Williams, ovmer of the Delyn theatre building,
is expected to sell the structure to the
New Straitsville school district for a gymnasiiun.
Williams operated the theatre until
two years ago. when the theatre was shuttered.
The 40x80-foot building is of brick.
The east side will be torn out and rounded
into a wing seating about 500.
RESEARCH
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Kansas City 24, Mo.
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4-7-58
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BOXOFFICE April 7, 1958

—
—
—
_
—
Roseville Trust Suit
Settled Out of Court
DHTTROIT— All agreement to provide advanced
availability for the Roseville Theatre
was reached in an out-of-court settlement of
the lawsuit brought by that house about a
year ago in federal district court against
United Detroit Theatres and all major distributors.
The Roseville is located in the suburb
of Roseville and is operated by Arthur
Weisberg. heading the A&W-Sterling Theatres
circuit.
The plaintiff contended that there was a
violation of the federal antitrust laws, and
objected that the Ramona, located in Detroit
about six miles away on Gratiot avenue,
had seven days availability over the Roseville.
In the settlement of the case, it was agreed
that the Roseville may play one day following
the last playdate of the Ramona.
The plaintiff had asked for $75,000 damages
in the case: no comment was made as
to any cash settlement involved in the agreement.
Good Friday Services Held
In Theatres of Detroit
DETROIT—The traditional Good Friday
services found Detroit theatres cooperating
on a large scale with religious bodies, following
a pattern of many years' standing in
this community. Recognizing that many worshippers
wanted to observe the three-hour
worship period, starting at noon, but found
themselves far from their regular churches at
this time of the business day, theatres and
churches arranged to hold services in scheduled
locations thi-oughout the city. Larger
theatres able to accommodate sizable crowds
simply opened their doors to the public and
services were conducted by ministers and in
some cases lay religious leaders.
Most services were on a union basis, often
interdenominational, with a number of
churches participating. Among theatres participating
in the services scheduled by the
Detroit Council of Churches—and this list
is typical but not complete—^were the Fox,
Michigan, Riviera, Woods, Cass. Fisher,
Hollywood. Redford, Great Lakes, United
Ai-tists, Ramona, Vogue, Alger and Harper.
Mrs. Lydia Schofield
DETrROrr—Mrs. Lydia Schofield, who died
March 23 at the age of 84 in her home at
suburban Royal Oak, was the matriarch of
one of the best known families of showmen
in this area. Four sons who survive are
all motion picture projectionists—Gilbert E.
Light, business agent of lATSE Local 199
and first commander of the Theatrical Post
of the American Legion: Roy Light, operator
for Cinerama at the Music Hall: Al Light of
the Jam Handy Organization, industrial film
producers, and Francis Light, Times Square
Theatre.
John D. Montgomery Dies
DETROIT—John D. Montgomery, 82, died
here March 23. He was for years an actor
in silent films, including westerns, and was
also on the vaudeville stage for years. His
wife was also in silent pictures. He had
served many years as secretary of Strathcona
Chapter, Royal Arch Masons. He made his
home here for about 30 years.
GUEST AT 'HAWK' BOW—Gov. G.
Mennen Williams, center, of Michigan
was one of the quests of honor at the
midwest premiere of U-I's "The Mark of
the Hawk" at the Broadway Capitol Theatre
in Detroit last week. He is seen
here being welcomed by W. Burton Martin,
executive producer of the film. On
the right is Richard Sklucki, manager
of the Broadway Capitol.
Supply Business Brisk
With Drive-Ins Bowing
CLEVELAND—M. H. Fritchle, manager of
Oliver Theatre Supply Co., is optimistic about
the approaching drive-in season. In this, he
is reflecting the attitude of outdoor theatre
operators who are showing greater than usual
interest in improving their investments.
Our supply business has been quite brisk
with the drive-ins getting ready to open,"
Pritchle reports, "and this is a good sign of
better times to come."
Recently Fritchle has sold and installed
the following equipment: special Hllux anamorphic
lens to M. B. Horwitz for the showing
of "Around the World in 80 Days" at
the State Theatre in Cuyahoga Falls; RCA
Dynarc high-intensity lamps to Chester Huprich
fortheSkj'^vayDrive-In, Zanesville: RCA
high-intensity lamps to Charles Lombardo
for the Cloverleaf Drive-In, Cleveland: Strong
Super-135 lamps, Hertner 125/250 generator
and a front of Wagner plastic letters to H. E.
McManus for the Telegraph Drive-In, Toledo:
Century water cooled curved gate drive-in
projector mechanisms to Ed Ramsey for the
Plymouth Drive-In, Plymouth; a pair of
Simplex rebuilt mechanisms to the Bell Theatre.
Campbell.
Cinerama Quartet Draws
3,500,000 in Detroit
DETROIT—The fifth anniversary of the
oldest Cinerama presentation in the world
outside of New York City is being celebrated
at the Music Hall. With an initial expenditure
of $250,000 to prepare the long-dark
house for Cinerama, the Music Hall has
tui-ned into a virtual goldmine for owner
Mervyn G. Gaskin and the house operators.
Cinerama's four productions have played to
approximately 3,500,000 people in the five
years, boxoffice records show.
Oscar Awards Help
'Bridge' Second Week
i
Di;TROIT A leturn to spotty grosses,
with lop pictui-es doing vei-y well, and the
mccliocre less than .so-so was evidenced here.
"The Bridge on the River Kwal" staged a
heavy midweek pickup immediately after the
Academy Awards.
(Averoge Is 100)
Adorns- Rointrcc County (MGM), 5th wk 100
Broodwoy Capitol Mark of the Howk (U-l);
All Mine to Give U-l). 2nd wk 75
Fox The Brothers Karomoiov (MGM), 3rd wk. 90
Modison The Bridge on the River Kwoi (Col),
2nd wk. '85
M(chigon Witness tor the Prosecution (UA);
The Safecracker MGM) '60
Polms Saddle the Wind (MGM); Undcrwoter
Warrior (MGM '20
United Artists Seven Hills ot Rome (MGM).... 70
Second Week of "Bridge'
Scores 225 in Cleveland
CLEVELAND — "Kwai," for the second
week, continued to be the biggest attraction
on the downtown screen, holding a high
225 per cent at the Allen. "Rodan!" dualled
with "Hell in Korea." had a tremendous
midweek opening and rolled up an outstanding
gross for the week at the Hippodrome,
hitting the top brackets for science-fiction.
Allen The Bridge on the River Kwoi (Col),
2nd wk 225
Embassy The Deep Six (WB);
Forbidden Desert (WB) ^i;' ,72
Hippodrome Rodan! (DCAi, Hell in Koreo (DCA).140
Heights Art Modemoiselle Striptease (DCA),
2nd wk ^
Ohio Around the World in BO Doys (UA),
41st wk A- V,- •,??
Stote The Brothers Koromoiov (MGM), 2nd wk. .115
Stillmon Wild Is the Wind (Paro) "5
'Karamazov' Second Week
High in Cincinnati
CINCINNATI—"The Brothers Karamazov"
at the Grand was high grosser in its second
downtown week and continued its run. On
Tuesday night the Albee was reserved for the
Basilio-Robinson fight.
Albee Seven Hills of Rome (MGM) 125
The Brothers Koromarov (MGM),
Gornd
2nd wk ' ^5
Keiths The Gift of Love (20th-Fox) 125
Palace Saddle the Wind (MGM) 100
24-HOUR r
service:
THEATRE EOOIPMENT CO.
1206 Cherry St. Toledo 4, Ohio
BOXOFFICE AprU 7, 1958 ME-1

. . NTS
. , Mr.
. . Frank
—
. . Lee
CINCINNATI
tirrnian Hunt is ituslallinn Tixid-AO al his
McCiHik Theatre. Dayton, where he plans
to open "Around the World in 80 Days" April
2. National Theatre Supply is furnishing the
theatre wltJi draperies, screen and sound
equipment. New seat* are being installed on
a position plan best suited for viewing of the
new wide.screen. Capacity under the new plan
will be 70O patrons. Hunt's Cinestage Theatre
in Columbus is still playing "Around the
World in 80 Days."
Mrs. James Conn, wife of the NTS manager,
has returned to her desk in the NTS
office, fully recovered from recent minor
surgery . has installed new sound
projectors at the Family Theatre, MUford,
owned by Julian Hardoerfer. and new projection
lamps and rectifiers at the Milford
Auto Theatre. Milford, owned by Harold
Schwartz. Schwartz also has painted the
screen and redecorated his drive-in . . . NTS
is fui'nishing lamps and rectifiers in the Valley
Theatre. AUiens. owned by Fi-ank Nolan.
Frank Sandor. who recently took over the
Avalon and Kayton theatres. Montgomei-y,
W. Va.. is installing Cinemascope in the
Avalon. NTS is making tiie installation . .
.
Norman Polikoff is the new U-I booker, replacing
Bill Mink, who resigned. Polikoff
comes here from New York, where he was
booker in the N. Y. exchange . . . Irving
Tombach. former WB exploitation representative,
is an account executive at WZIP.
John L. John, MGM publicity man, was
here in connection with the "Raintree
County" campaign . . . The new WB attraction,
No Time for Sergeants," starring
Andy Griffith, was tradescreened Monday
1 31) at the Hollywood Theatre . . . Edwin
M. BootJi. former MGM manager, has joined
the WZIP .sales .staff
Operators of Dayton drive-ins have agreed
to the policy of no more than three features
on Saturda.vs. In the past, the theatres had
been having "Dusk to Dawn" Saturday shows
with five features and the exhibitors were
subjected to much criticism that these late
shows were contributing to delinquency
among the minors . Carnalian and
Bud Hughes were on the Row, setting bookings
for their drive-ins which are reopening
at McKee, Manchester, Richmond, and Mount
Vernon, Ky. They also operate indoor theatres
at McKee, Manchester, Campton and Sand
Gap, Ky.
Jerry Shinbach of Chicago, who operates
.
a drive-in in Columbus, made the rounds of
the exchanges and Mrs. Don Keesling
of Bramwell, W. Va., brought their tenmonths-old
child to Childi-en's Hopsital here
for treatment . . . Row visitors were F. Lenz,
Toledo; Harold Moore. Charleston, W. Va.:
Harry Wheeler. Gallipolis; Miles Vance,
Hamilton: Lou Smith. Bellevue, Ky., and
Jerry Jackson, Williamsbm-g, who plans to
leave for a stay in Florida.
Harold Moore, Charleston, will do the booking
and buying for the Airport Drive-In,
Spencer, W. Va., which is owned by Glenn
Lother and Jack A. Cooper . Heidingsfeld.
Buena Vista manager, is resigning as of
April 4 and will be affiliated with the Frank
Yassenoff circuit, composed of ten driveins
in the Columbus and Cincinnati areas
and in Parkersburg, W. Va. Lee's present
plans are to maintain offices at the Milford
Auto Theatre, Milford . . . The new MGM
picture "Merry Andrew," was sneak-previewed
at the Albee Theatre Monday night,
and well received by the capacity audience.
After a meetingr with representatives of the
Cincinnati Enquirer, William Onie, chief
barker, and Robert C. McNabb, chairman of
the Variety Heart committee, set May 19,
which is on a Monday, for the Annual Variety's
Old New.spaper Boys Day. This is Variety's
biggest fund raising event for the benefit
of the Opportunity Workshop al the Goodwill
Industries.
Former friends and associates of Dave
Litto, who represented RKO here in the
Columbus area, heard that Dave will be married
April 19 to Sara Goodman of New York
City. Dave is now affiliated with one of the
eastern film exchanges as salesman . . . April
19 seems to be a lucky day, as that also is
the date that Don Womack, a former RKO
salesman and now a-ssistant to DCA manager
Heywood Mitchus,son. will marry Pat Thiel.
The couple platis a Florida honeymoon.
The Rank Film Distributors Swedish im^port,
"Smiles of a Summer Night" will soon
be opening in key Ohio cities, according to
local RFDA manager Sheldon Ti-omberg . . .
Fred Krimm, exhibitor of Vandalia and Dayton,
became a grandfather for the first time,
when his son, Fred Krimm jr., and Mrs.
Ki-imm, presented him with a set of twins,
a boy and a girl. March 23. Krimm jr. is
affiliated with his dad in the operation of a
group of theatres.
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PHONE: WABASH 2-1566 or 2-3197
ME-2 BOXOFFICE April 7, 1958

. . . Eleanor
. . Harry
. . Steve
. . Eddie
. . Al
. . William
. . Miss
. . Ray
. . Saul
. . . Ted
. . . Michael
. . Anthony
. . Frank
, .
Jack
. .
. .
DETROIT
laate Levin, Allied Artists manager, has a
saturation booking in about 40 houses on
"Macabre" and "Hell's Five Hours" April 29,
Margaret Studebaker of UA, tired of
30 . . .
waiting for .spring, is catching up on her
sewing Emerson H. Wood is operating
the
. . .
Community at Harbor Beach Mondays
through Fridays only . Pasco, former
owner of the St. Clair and other theatres
who went to California to investigate business
prospects, has returned to Fort Lauderdale,
Fla., to open a used car and rental
Walter Norris of Butterfield has
business . . .
been in Bon Secours Haspital for several
weeks.
Pierre LaMarre of Cooperative Theatres is
raising the first beard noted on Fllmrow
since the centennials . Cohen, formerly
of the Cameo, is now managing the Castle
Theatre, succeeding Phil Zeller . Korman
is getting settled in his new circuit
headquarters at the National . Sohreiber.
head of Midwest Theatres, was out shopping
for a collar for his little grandson's
puppy . Brown of the Farnum Theatre
has moved to Rochester road ... It was
good to hear from James W. Padfield, now
on sick leave at Calumet—way up north—
who was one of Filmi-ow's most active union
workers for years.
. . . William
.
Roy C. Thompson and Fred Sutterfield are
back on the job with the Shafer family reopening
the Wayne Drive-In
the sicklist . . .
Vogler of the Ferndale was on
Everett Stewart of the Arc is back from two
months in California and Ted
Szypulski have closed the Conant, and W&W,
the Duke, with operators Joseph Pickermg
and Louis Stathos now working the board
McGinnis is closing the Century
at Coopersville for dLsmantling, John Mc-
Mahon reports . Paluch has closed
the Silhouette at Perry . Lusin Kllik:an,
five years with Korman Theatres, has
moved down the hall to Cooperative.
Milt London is calling the next Allied meet
Monday visitors included Hy
April 16 . . .
Bloom of the Mercury, Jack and George Ry-
OVTSTANOINC
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Phone TWinbrook 3-4393
.••er of Albion, Howard Reed of While Pigeon
and Allen Payne of Addi.son . Zide
was in California for the AIP meet .
Mickey Zide is busy booking his drlve-ln.
. . .
.
Theatre change notes—Beechler Theatres
is taking over the Maple City Drive-In and
the Eaton at Charlotte, the Rapids at Eaton
Rapids, Clinton at St. John and in a.ssociation
with Ethel Gibbs, the Ideal at Ithaca, following
the recent death of Cash Beechler
Stanley C. Dillcy clo.sod the Cub at Bear Lake
. . . C. Gunther closed the Veterans at Atlanta
Urban is taking over the Parkside,
former A&W-Sterling hou.se Robin
is closing the East Side three days a week
J. Chargot jr. is taking over
the Esquire in Grosse Pointe, former A&W-
Sterling house . and Julius Gugala
are closing the Mars on Tuesdays .
Del Ritter is operating the Rivola three days
only . . . William P. Kirchner is closing the
Belvin at Belleville on Wednesdays.
Martin Grassgreen Named
Head of Salesmen's Club
CLEVELAND—Martin Grassgreen of Columbia
is the new president of the Salesmen's
Club of Cleveland, .succeeding Irving
Marcus, who served as president for a twoyear
term. Also elected: first vice-president,
Robert Blitz, Warner Bros.; second vice-president,
Justin Spiegle, Republic; secretary,
Frank Belles, United Artists, and treasurer,
Sam Lichter, 20th-Fox. The new board of
directors is composed of Irving Marcus, Eddie
Cutler, Allied Ai-tists; Aaron Wayne, United
Artists; Gordon Bugie, Pai-amount; Dorsey
Brown, MGM; Nat Barach, National Screen
manager, and Rudy Norton, Imperial Pictures
manager.
Ten Michigan Drive-ins
Open on Balmy Weekends
DETROIT—Tlie outdoor .sea.son is getting
under way with a ru.sh, .sparked by a balmy
weekend. Spot openings of drive-ins have
occurred over the pa.st several weeks, with
the first batch of openings—ten of them in
southeastern Michigan-being reported In a
group. Included are the Ecorse, Ecor.se; Fort
George, Wyandotte; Grand River, Farmington;
Gratiot, Fra.ser: Jolly Roger and Dearborn,
Dearborn; Town and Bel- Air, Detroit;
Oak, Royal Oak, and Troy, Troy.
USED
WANTED:
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Wagner, Adier and Bevclite Letters
sizes 10" and 16" Plastic or Aluminum.
Send Sample and Details of Number
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Theatre Supply
Detroit 1, Mich.
BOXOFHCE :
: AprU 7, 1958 ME-3

. . Milt
CLEVELAND
prank DeKranco. Universal shipper, recently
Joined the growing group of film grandfathers,
when a little girl, named Kathleen
Ann. was born to his daughter Rosemarle,
wife of ESisign Matt We.v. in Norfolk, Va. . . .
Anne Saggo. booker, and Columbia pictures
have parted . Mooney. head of Cooperative
Theatres of Ohio when he i.sn't ixmining
around the world, returned this week from a
winter in Texas, wearing a healthy coat of
Ray Essick of
tan and a broad smile . . .
Modern Theatres, his wife and two children
Richard and Shari are enjoying the luxuries
of the Grand Bahama Country Club on the
Grand Bahama Island during the spring
school vacation.
. . .
David Sandler of Sandler Mfg. Corp. is
busy making replacement speakers for the
Dixie Drive-In Co. of Atlanta, with outdoor
Sam
theatres all through the south
Florida . . .
Schultz of Allied Artists is In
Joe Shagrin, Foster Theatre, Youngstown.
returned from a show shopping trip in New-
Mrs. Jerry Steel is back in Ober-
York . . .
NEW

La
. . Dennis
. . Sperie
. . Allied
Academy TV Program
Big Hit in Boston
BOSTON—Exhibitoi-s, distributors and TV
he mentioned the emceeing of Bob Hope and
Jack Lemmon and the 'old movies' capsule
with DonaJd Duck.
ENTITLED TO TWO BOWS
critics of this area all agreed that the lirst
industry-sponsored Academy Awards show
was of top quality.
Tony La Camei-a, the American's television
editor, called the telecast "a very good show,
profiting from such assets as suspense, drama,
emotion and humor." He considered the
evening's highlight the song-and-dance patter
of Kirk Douglas and Burt Lancaster and
"The motion picture industi-y is entitled to
at least two bows, " Camera added. "One
for putting on a good show and the other for
footing the entire bill, so as to enable us to
watch almost two hours of top television entertainment
without even a spot commercial."
Arthur Fetridge, writing in the Herald,
said, "The movie industry of Hollywood put
on a television show last night that it could
well be proud of. Sparked by Bob Hope at
his best and four other masters of ceremony,
it proved to be good entertainment as well
as pleasing to those who have seen the winners
on the screen."
An active committee of publicists and exhibitors,
headed by Edward S. Canter of
American Theatres Corp., worked for the
success of the evening locally. All Boston
papers, as well as those in the smaller cities,
used slugs in their movie ads plus a series
of daily readers on the telecast. This city's
largest theatre, the 4,200-seat Metropolitan,
operated by New England Theatres, promoted
ten Motorola TV sets which were set up in
the grand lounge of the theatre. The management
turned off the showing of the regular
feature at 10 p.m. giving time for those
who wished to view the telecast from their
homes time to arrive and allowing those who
wanted to watch the program from the lounge
to remain in the theatre. Of the 600 patrons
in the house, about 150 availed themselves of
the opportunity in the lounge. Spontaneous
applause and laughter broke out many times
as the audience was clearly enjoying the
show.
Many of the suburban theatres promoted a
TV set or two for their lobbies, also shutting
off the regular show at 10 p.m. and inviting
patrons to remain in the lobbies if they
chose to.
EFFORT WORTH WHILE
The next day Edward Canter said,
"All the
effort expended in publicizing 'our own
night' was worth while. We accomplished
our purpose, which was to draw attention to
the Academy Awards, to make it a 'listening
must' for all."
Ben Sack, owner of the Gary Theatre where
"Bridge on the River Kwai" was in its 14th
week, and owner of the Saxon Theatre where
"Around the World in 80 Days" was its 50th
week, has been receiving congratulatory
messages from friends and industryites all
over the country for "making it two in a
row." Business at the Gary, where "Kwai"
is on a roadshow basis, picked up 20 per cent
the day following the Academy Awards telecast.
Starring in his Copa's "Showdown in the
Sun" for United Artists will be Tyrone Power.
Adorno Circuit
Drawing Power of
Based on Strong Family Appeals
By ALLEN M.
WIDEM
MIDDLETOWN, CONN. — There's an old
.saying in the Adomo organization here: Retain
the family audience element and you've
got some semblance of industry staying power.
To this end, Sal Adorno sr... general manager
of the ever-optimistic M&D Theatres,
local independent circuit, has been persistent
in his day-to-day contact with family elements.
A concrete example occurred St. Patrick's
Day. The downtown Palace and Middlesex,
both under the M&D banner, offered twoadmissions-for-the-price-of-one
"in honor of
St. Patrick's Day."
Mike Adorno, assistant general manager,
advertised the offer extensively, adding the
line, "Buy One Ticket and Admit Two!"
The children of this industi-ial community
are never overlooked, either; traditionally,
the Adornos distribute a pass to each member
of
the Middletown High School graduating
class, contending that in this gesture the
circuit expresses basic good will and reminds
other members of the graduate's family that
the Adorno family wants to be remembered
on a festive occasion.
On certain holidays throughout the school
year, the Palace and Middlesex distribute
candy and other gifts to youngsters at children's
shows. During the Christmas season,
a free performance of stage and screen entertainment
is presented and free candy distributed.
The community spirit is reflected in
stories, sometimes on page one, in the regional
newspapers. The Adornos feel that
press contact is important, too, and speciallyprepared
stories are submitted when children's
shows are conducted, for example.
Winners of audience-participation contests
NEW HAVEN
Degardless of inevitable minor quibbling
over the advisability of telecasting the
Academy Awards, the Filmrow consensus
was that the presentation had Connecticut
theatre-patrons thinking primarily in terms
of motion pictures again. That development
in itself was significant to theatre owners
who have had their share of excessive customer
crowing about television's constant
improvements. Lockwood & Gordon houses,
including the Plaza, Windsor, and Palace,
South Windsor, went their neighbors one
better, providing free lobby television and
coffee and doughnuts through courtesy of
cooperative merchants.
.
The Newtown park commission sponsored
a showing of Warners' "The Pajama Game"
at the Edmond Town Hall Theatre . . . The
Cheshire Brownie Girl Scouts conducted a
friendship ceremony at Joe DeFrancesco's
Cheshire. Cheshire . J. Rich. Stanley
Warner Cameo. Bristol, put a number of
free passes into popcorn bags at a recent
Saturday kiddles show Perakos.
Perakos Theatre Associates, reported the
start of new Tuesday night talent competition
at the first-run Hi-Way, Bridgeport.
The series got under way March 25, with
are proclaimed in such storie.s and time and
again an appreciative mother will phone the
Adorno office and thank Sal sr. or Mike for
notifying the newspapers.
Whenever a major motion picture containing
even a scanty mention of Middletown
or the central Connecticut area Is
booked, the Adorno take cognizance via Inclusion
of several lines in daily newspaper
ads
Ẇhen it comes to enthusiasm reflected In
bright, brisk newspaper ad copy the Adornos
i-ank with the best. Circuit thinking is that
additional patrons can be lured into a downtown
motion picture theatre with ebullience
in ad copy.
"I go along with the line. "Vou've got to
tell them to sell them,' " Mike Adorno told
BOXOFFTCE, "and who are we to dispute the
salesmanship argument, particularly when
carefully-written copy, entertainingly displayed,
is able to bring in just a few more
dollars time and again?"
Family viewing patterns are carefully
gauged in the Adorno office; on occasion, a
foreign film, usually an attraction that has
chalked up unusual busmess in the key
metropolitan centers, will be booked into
either the Palace or Middlesex because it is
felt that Middletown audiences—and especially
Adorno audiences—should not have
to seek motion picture entertainment elsewhere.
Again, ample advertising campaigning
is stressed to remind even the casual theatregoer
of the brief interruption in conventional
booking schedules.
Around the Christmas holiday season, Sal
Adorno sr. sits down at his desk and composes
a thank-you message to the moviegoing
public that is also an expression of confidence
in the motion picture medium for
the years ahead.
winners to be guests on a New York TV
show.
The AIP saturation opening of "The Viking
Women and the Sea Serpent" and "The
She-Monster" got benefit of extensive TV
spots . Artists exploitation chief
Harry Goldstein has assigned veteran circus
praise agent Clarence Bell to handle New-
England saturation openings of "Macabre."
The William Castle production opens in more
than 100 theatres in this territoiy April 16.
Two Connecticut drive-ins originally slat«d
to resume operations March 14 and then canceled
out for two successive weekends because
of adverse weather, finally made it
March 28. The Manchester at Bolton Not

BOSTON
Cpring so far has not been favorable to drivein
owners in this area. Many went to
the expense of reopening early in March only
to run into one snowstorm after another,
with resultant closings. Only a few remained
open during the second snowstorm, which
was not as severe as the first, but was crippling
at the boxoffice. Where the snow drift*
were piled so high that snow removal equipment
had difficulty in getting through, theatres
were forced to close until melting, but
in situations where the snowfall was lighter,
theatres remained open. Witli April well
along, all managers and owners are hopeful
that tile last stonn of the season is behind
them. A banner 1958 season for the drive-in
theatre is expected. Managements are trying
to improve facilities, concessions and attractions
and the quality of film product
booked.
Edward \v.
Lider, chairman of the theatre
team for the Combined Jewish Appeal for
Boston, has arranged a luncheon on April 18
at the Hotel Bradford for circuit heads and
industryites to meet Zvi Kolitz, producer of
"Hill 24 Doesn't Answer," the first full-length
motion picture made in Israel.
.A large contingent of members and associate
members of the Variety Club of New England
have signed to fly TWA to London on
April 20 for the international convention.
Heading the list are Bill Koster and his wife,
executive secretary of the New England unit

. . . The
. .
Mike
NEW HAMPSHIRE
The five children of the late AJisel N. Sanborn,
Carroll County theatre chain owner
and prominent legislator, have offered to sell
the town of Wolfeboro their recreation building
known as the Wolfeboro Casino. The
Casino, which Sanborn operated in addition
to his theatres, contains bowling alleys in
the basement, a hall and kitchen and grill.
There are tennLs courts which can be flooded
in winter, a large veranda overlooking Lake
Winnipesaukee, a wharf and shore frontage
Somei'sw-orth Theatre in Somersworth
was scheduled to be used on the evening
of March 31 for the presentation of the
Beaver Dam Little Theatre group in "Anastasia,"
under auspices of the Somersworth
Woman's Club.
The Bedford Grove Drive-In opened its new
season March 28 with the management promising
"a big lineup of screen hits" . . . Seven
recent burglaries in Manchester, including
breaks at the Pine Island Drive-In and Manchester
Drive-In, have been solved with the
arrest of four juveniles by Manchester police.
The breaks involved thefts of money and
equipment and vandalism which caused hundreds
of dollars in damage.
Revives 20th-Fox Combination
NEW HAVEN—The Fairmount played a
dual 20th-FQX revival bill, consisting of "Love
Is a Many Splendored Thing" and "The Last
Wagon."
New England Saturation
Planned for 'Macabre'
NEW YORK — "Macabre," whicli Allied
Artists calls a top hoi-ror thriller, has been
set for an April 16 .saturation premiere in
New England with over 100 theatres participating,
according to Morey R. Goldstein,
vice-prasident and general manager.
Hari-y Goldstein, exploitation director, will
handle the promotion, which will utilize
heavy radio, television and new.spaper coverage
tied to an in.surance policy written by
Lloyd's of London providing $1,000 for the
death of anyone due to fright while watching
the film. There will also be street ballyhoos,
lobby stunts and unique gimmicks in
strategic ix)ints in major cities.
Detective Duties Devolve
On SW Capitol Doorman
NEW HAVEN—A break-in at
the Stanley
Warner Capitol in subui-ban Ansonia was
discovered March 25, but the burglars failed
to get any money. They did take a couple
of candy bars and a box of tickets, according
to Manager Harry Corleau. The tickets won't
do tlae unknown visitors any good "because
they're numbered and we'll be watching,"
Corleau told newspapers.
Callers Told 'Brothers K'
HARTFORD—Lou Cohen, Loew's Poll manager,
realizing that various staff members
would mispronounce the latter part of "Tlie
Brothers Karamazov," instructed that the
title, "Brothers K," be used in response to
phone queries.
HARTFORD
. . .
T ockwood & (Jorilrin icuin nui tlif Kast
The
Wind.sor Drive-In Friday I28)
New Britain Miss Universe beauty competition
took over the first-mn Stanley Warner
Strand the evening of March 19 for elimination,
at 80 cents top .
Adorno, booking
a number of travel shorts as his .second
feature at the Middlesex. Middletown, labeled
them "Travelrama—Around the World In
Color and Thrills!"
V\ sneaked "Paris Holiday" at the SW
Strand Monday i24) . . . The SW de luxe.
first- run Springfield Capitol played "The
Life of St. Ignatiu-s" March 26. 27. at 90 cents
top; children, 40 cents . . . Seven suburban
houses combined in a cooperative ad heralding
the day-and-date opening of MGM's
"Don't Go Near the Water." Participants
were the Burnside and Eastwood, East Hartford;
Elm and Central, West Hartford; Lenox
and Webster, Hartford and Newington, Newington.
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BOXOFFICE April 7, 1958 NE-3

I
Youth Steals the Money
To See 'Commandments'
O'Neill. Neb.—.\ I l-vi-ar-iild by wa.s
arri">(c-

—
—
—
VVB),
Third Week of 'Bridge'
Leads in Toronto
TORONTO—The Academy Awards gave
a
fui-ther push to "The Bridge on the River
Kwai" as it entered its third week at the
Odeon. wlule "Peyton Place" was doing a
sixth week at the Imperial, with "Raintree
County" holding for a third week at Loew's.
(Average Is 100)
Eglinton A Farewell to Arms (20th-Fox),
2nd wk '00
Hollywood Bonjour Tristesse (Col), 2nd wk. ..100
Hyland The Noked Truth (JARO) HO
Imperial Peyton Place (20th-Fox), 6th wk 100
Loew's Rointree County (MGM), 3rd wk 105
Nortown Soyonora i 5th wk 100
Odeon The Bridae on the River Kwoi (Col), 3rd
wk 145
Tivoli Around the World in 80 Days (LIA), 34th
wk 110
Towne The Golden Age of Comedy (DCA),
3rd wk 95
University This Is Cineromo (Cinerama),
23rd wk 100
Uptown The Female Animal (U-l) 100
One "Excellent,' Six 'Good'
In Vancouver Ratings
VANCOUVER—Big pictures still
were solid
but the other product was away off. Witness
for the Prosecution. A Farewell to Arms,
Bolshoi Ballet and Torero were all healthy
grossers. The Award winning Bridge on the
River Kwai has not been here yet.
Capitol A Farewell to Arms (20th-Fox) Good
Cinemo The Safecracker (MGM);
The Lowless Eighties (Rep) Average
Orpheum Old Yeller (BV), 3rd wk
Good
Paradise Viking Women (AlP);
The Astounding She-Monster (AlP) Poor
Pork The Bolshoi Bollet (Rank), 9th wk Good
Plaza-Poramount The Last Paradise (20th-Fox);
Ride Out for Revenge (UA) Fair
Stanley Around the World in 80 Doys (UA),
33rd wk
Good
Strand This Is Cineromo (SW), 3rd wk Good
Studio Torero (Col) Good
Vogue Witness for the Prosecution (UA),
2nd wk Excellent
Winnipeg Boxoifices
Have Busy Week
WINNIPEG — "Old Yeller" was in its sixth
week on a moveover but the crowds still
turned out to see it. It was a good week all
around town, with only one of seven programs
registering lower than average returns.
"Peyton Place" was still packing in
the patrons in its seventh week.
Capitol Raintree County (MGM), 2nd wk 110
Gaiety Peyton Place (20th-Fox),
7th wk. on moveover. 115
Garrick Paths of Glory (UA) 1 05
Lyceum Oregon Passoge (AA);
Looking for Danger ( AA) 90
Met— Deep Six ( WB) 1 05
Odeon Witness for the Prosecution (UA),
2nd wk 115
Tivoli Old Yeller (BV), 6th wk., moveover 120
Uses Fight Film Too
TORONTO—Loew's Uptown, which teamed
with downtown Loew's for the closed-circuit
TV presentation of the Robinson-BasUio
championship fight, followed the TV performance,
for which the admission was $3.50,
with the motion picture of the bout. The
fight film was played as an added feature
for the week's screen engagement of "The
Female Animal."
Opens Soviet Picture
LONDON, ONT.—The Savoy,
independent
520-seater which reopened not long ago after
being dark for a long period, has booked the
Soviet picture, "Twelfth Night," starting April
7 under a reserved-seat, advance-sale plan at
$1 top. This feature was shown at the Stratford,
Ont., Shakespearean Festival last July.
Norman Adilman. 64, Dies;
Montreal Circuit Officer
MONTREAL—Motion picture circles here
lost an active member in the death of Norman
Adilman, 64, treasurer of Con.solidaled
Theatres, which operates several important
local
theatres.
was t)orn
Adilman, who died Monday (24 1,
and educated in Winnipeg. He was wellknown
for his high sense of humor and generosity.
Among charities and in.stitutions to
which he contributed were the Combined
Jewish Appeal, Jewish Public Library, Jewish
General Hospital and the Rabbinical College.
Survivors are his wife, the former Anna
Mendelsohn; a daughter, Mrs. Maurice Solomon,
and a son, Lester. He was a cousin of
the well-known Jewish writer. Sholem Aleichem.
Manitoba Grants Cut
In Admission Tax
WINNIPEG — The Manitoba government
has given theatres of the province a gift
in its 1958 budget by cutting admissions
taxes. At present tickets costing 50 cents or
less are tax exempt. On May 1, the new
exemption will include 60-cent tickets.
This tax reduction will cost the government
$80,000 but it means a great deal to many
theatres now charging only 50 cents admission
in order to avoid the tax.
This was the only tax reduction in the
rovince budget and is the largest reduction
I
ever presented by any provincial government
in Manitoba.
Stage Shows Are Sellouts
Two Nights in Ottawa
OTTAWA—The Famous Players Capitol,
2,350 seats, had capacity crowds on two
nights for stage attractions, for which film
performances were suspended. In addition,
the regular screen policy of the theatre,
managed by Ray Tubman, was inten-upted
for a political rally which also filled the
house March 28.
The Ottawa Philharmonic Orchestra had
a sellout for its final concert of the season
March 27, while all seats were sold in advance
for the recital of Glenn Gould, pianist. The
Capitol was rented for the wind-up of the
Liberal party's election campaign.
The theatre had no performance of
"Wild
Is the Wind" from Thursday afternoon ^27l
until the following Saturday matinee.
Montreal Theatregoers
See New Hope Film
NEW YORK—Bob Hope's "Paris Holiday"
film was booked for an opening Thursday
i3i at the Capitol Theatre, Montreal, by William
J. Heineman, United Artists vice- president
in charge of distribution. All receipts
go to the Canadian Cancer Society.
The presentation of the picture was preceded
by a dinner and reception in honor
of Hope at the Ritz Carlton Hotel under the
patronage of Onesime Gagnon, lieutenantgeneral
of Quebec. The host was Andrew
Armstrong, representative of the board of
the Canadian Cancer Society. Among the
guests were Sarto Fournier, mayor of Montreal.
Record Sweepstakes
Entries in Ottawa
OTTAWA—No le.SK th;ii. f.ii ood ballots—35
per cent more than last y :ii lutal of votes
received in a similar contest here—were received
at theatres or by mail in the Academy
Awards Sweepstakes competition under the
auspices of the Ottawa Theatre Managers
Ass'n, the Evening Citizen and radio station
CPRA.
Managers worked until 3:30 a.m. March 27
and found that 21 contestanU had turned In
perfect answers, requiring a tie-breaking contest,
which will be held soon on the stage of
the Odeon, managed by Jim Chalmers.
The first prize winner will receive an allexpense
trip to Bermuda for two. Second
prize IS $250 in cash from the Citizen and
consolation awards include a year's supply of
passes from the managers as.sociation.
Included in the flood of ballots, copies of
which had been printed daily by the Citizen
for a month or more, were replies from as far
away as Toronto and towns in New York
state. All of the perfect scores came, however,
from residents of Ottawa and district.
The best British picture in the special category
of the Ottawa competition proved to be
"The Shiralee," an Australian story, which
had been selected by Canadian newspaper
and radio critics in a poll conducted by the
Canadian Motion Picture Distributors Ass'n,
Toronto. The sealed envelope containing the
name of this feature was opened by the
judges when the checking of ballots started.
The Ottawa fans voted heavily for "The
Bridge on the River Kwai," Alec Guinness,
Joanne Woodward and other favorites, but fell
down on the selection of Miyoshi Umeki as
best supporting actress and David Lean as
winning director. Short subjects and other
awards did not figure in the Ottawa contest.
Equipment Business Up
For T. M. Rice, Winnipeg
WINNIPEG—J. M. Rice & Co. of Winnipeg
and Edmonton, motion picture theatre
equipment company, reports that business is
considerably improved in recent weeks.
Churchill River Power Co. has ordered
complete new equipment for its Community
at Island Falls in northern Manitoba, including
projectors, sound system and widescreen.
In addition, other theatres installing widescreen
equipment from Rice include the
Rialto, Winnipeg: Apollo. Transcona: Walbec,
Lac du Bonnet: Parklane, CiTstal City, all
in Manitoba; Midway, St. Brieux, and LeRoy.
LeRoy, both in Saskatchewan, and Kinuso
Legion, Kinuso, and Cold Lake, Cold Lake,
Alta. Rice also recently was awarded the
grandstand seating contract for the new
Assiniboia Downs race track in Winnipeg.
Hamilton Drive-Ins Open
TORONTO— Nearby Hamilton became the
tliird city in Canada to have two di-ive-ins
in operation this year when A. I. Rosenberg
turned on the Ughts of the Scenic March 20.
The Clappison in the Hamilton area was reopened
March 7 by Joe Dydzak. At Windsor
the Windsor and Sunset are in fiill swing.
London also has two, the TwUite and Sunset.
No diive-in has been opened at Toronto
or Ottawa.
BOXOFFICE AprU 7, 1958 K-1

. . . Morris
. . The
. . Ottawa
. . Bon
MONTREAL
OeveraJ deals have been reported for motion
picture houses in this district. Leo Paul
Fredelte. who recenUy acquired the Pleiral
Theatre iji Montreal's northend, sold it to
Eniile Forest, foiiner owner of the Lux Theatre
of Varennes. The Venezia Tlieatre. St.
Catherine Street East, owned by Jean Grinialdi
and known for years as the National,
has been renamed the National. The newpolicy
calls for showing F*rench-laiiguage
films . . . T\vo theatres definitely closed their
doors. They ai-e the Vic, Brownsbui-g, owned
by A. Marchand. and the Normetal Theatre,
Normetal, owned by the Normetal Mining
Corp.. which operates copper property.
The first showing of "Paris Holiday," star-
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ring Bob Hope, at the Capitol Theatre April
3 was for benefit of the Canadian Cancer
Society. United ArtisU donated the film for
the occasion and Con.solidated Theatres donated
the house . Orpheum Theatre,
St. Catherine Street West, used for variety
and drama presentation several months, will
return to films for the spring season April 25.
Capacity business was rep>orted by Columbia
Pictures with •Bridge on the River Kwai"
at both the Palace and Alouette theatres here
and at the Empire Theatre, Quebec City . . .
Twentieth Ceutui-y-Fox is erecting a onestory
office building on Mayrand Street near
the well-known Piazza Tomasso restaurant.
The stmcture is scheduled for completion in
June. It will provide up-to-date screening
facilities . . . Twentieth-Century Pox's "Peyton
Place," in a seventh week at Loew's, continued
to enjoy good boxoffice results . . .
Following the example of .some other distributors.
20th-Pox announced that on an experiment
basis it w^ill offer French-language
versions of the best films for simultaneous
showing in Quebec's .smaller centers.
. . .
. . .
Eddie White, booker at Warner Bros., has
received from Eileen Brennan, head booker,
word that she's enjoying herself during her
On
holidays at Daytona Beach, Fla.
business trips were Paul Vanier, salesman for
Warner Bros. 16nim division in the Gatineau
and Maniwaki areas and Michel Frank, Fox
salesman, who went to Saguenay and Gaspe
Peninsula
. . . Liberace will appear here at
the Bellevue Casino in mid-April, flying directly
from Australia Donat Paquin,
owiier of the Laui-ier Theatre, Hull, Que.,
passed away suddenly.
OTTAWA
.
.
^anasrer Ernie Warren of the Elgin hit the
Academy Awards right by having "The
Bridge on the River Kwai" on the screen,
opening March 21. He held the wimier for
a second week has its first
drive-in open for the season, the Auto-Sky
making its start Saturday night i29).
It is operated by Ben Freedman .
ager Jim Chalmers of the Odeon
. Man-
reported
that he was well satisfied with the attendance
at the closed-circuit TV performance of the
Robinson-Basilio prize fight from Chicago. It
was the second time that the Odeon had
featured a TV bout from a distant point and
the technical end of the program worked out
nicely.
Manager Jim Watt of the 20th Century
Theatres Rideau opened with the film of the
Robinson-Basilio championship clash Monday
(31) along with the first-run featm-e,
"The Tall Stranger" . Taylor of the
Regent continues to have success with "Peyton
Place," which was held for a sixth week
Berlin of the Somerset held
"Sayonara" for an extra three days after a
booked run of one week, thanks to the Oscar
excitement.
Ed Burrows, manager of the Odeon at
Kingston, Ont.. will have charge of the
Kingston Drive-In when it opens shortly.
The ozoner is an Odeon unit . . . "Miracle
in Manhattan," featuring Evangelist Billy
Graham, played Sunday afternoon (30) for
one showing at the Winchester at Winchester,
Ont.
ST.
JOHN
James A. Whitebone, projectionist, lATSE
business ayenl and city councillor, was
confined to bed several days with the flu . . .
Seen on Filmrow were Charles Staples, St.
Stephens, booking and buying for his reopened
Queen Theatre: Jack O'Rourke,
Gaiety, Minto: Mrs. H. M. Nesbitt, Star, Edmundston;
Mrs. John Coughlan, Tracadie,
owner of the Rex Theatre and Starview
Drive-In, and Plight Officer Wells
RCAF, Summerside, P.E.I.
of the
On his first visit here was Robert Warshaw
of Toronto, Republic general sales manager.
He conferred with manager Ken Snelgrove
and called on 35mm exhibitors, also
16mm TV stations . . . The Maritime Film
Bowling league, made up of employes of local
film exchanges, completed a successful season
with a banquet at the Royal Hotel. Ti-ophies
and a private screening were presented.
Trophy winners were Frances Allen, D. T.
Buckley, Shirley Buckley, Winnie Buckley,
Sandra Belyea, Marjorie Bourque, Phyllis
Campbell, Joan Falkins, Donald Golding. Ellen
Dalzell, Bill Dalzell, Barbara Lamb, Valerie
McGovern, Joan McEachern, Bob Mc-
Eachern, Kay Ryan, Barbara Sprague, Ron
Sprague, Helen Tapley, Bill Vail, Shirley WUliams,
Ted Wall and Mary Campbell.
Changes at the Famous Players Paramount
and Capitol, Halifax; Hillary Howe, assistant
manager of the Capitol, resigned to accept a
position with the Encyclopedia Brittanica;
Ron Connors, assistant manager of Paramount
moves to the Capitol; Robert McHarg,
assistant manager of the recently closed
Capitol, is now assistant to
man Skinner, Paramount, Halifax
Manager Free-
. . . Busy
signing contracts with circuit and independents
was C. M. Fitzpatrick of Amherst, N. S.,
eastern division manager for Adfilms of Toronto,
distributors of revenue producing advertising
films.
Jack Bellamy. Empire-Universal manager
for the past eight years, has left the organization
and soon will announce his futui-e plans.
He started in the industry in 1934 with Paramount's
advertising department. Four years
in the Canadian Arniy during World War
II interi-upted his industiy career, but
Bellamy returned to Paramount after he left
service. He left Paramount to serve briefly
as manager of the International Film Distributors'
exchange here before taking the
position with Empire-Universal. Vince Winchester
will succeed Bellamy as St. John
manager. Winchester has been with Empire-
Universal many years, first as booker and
then as salesman.
Many local industry leaders were elected as
new officers by B'nai B'rith Lodge 1963, the
local unit. Lou Simon, manager of Columbia
Pictures, is the new president; Lou Michaelson,
assistant supervisor for Odeon Theatres
(Maritimes). financial secretai-y; I. j. Davis,
United Ai-tists, recording secretary; S. A.
Babb, Franklin & Herschorn, treasurer;
Maurice Elman, advertising manager of the
B&L circuit, and Joshua Lieberman, partner
in the B&L circuit, guardians, and Mitchell
Franklin, president of the Franklin & Herschorn
circuit, coordinator for the Maritime
provinces.
Gene Evans will leave for London soon
to star in AA's "The Giant Behemoth."
K-2
BOXOFFICE April 7, 1958

. . The
. . Dick
. . The
. . "Old
.
Dot
. . The
Two Drive-ins in Toronto
Reopened in Late March
TORONTO — Nat Taylors 20th Centui-y
Theatres reopened Uie Northwest and Scarboro
drive-ins here March 27 and A. I. Rosenberg
made a renewed start with the independent
Dufferin March 29. Two other driveins
in the area were still dark.
Nearby Hamilton now has its third slcy
theatre in operation with the reopening of
the Hamilton March 28 by Joe Dydzak, who
had previously started the Clappison in snowy
weather on March 7. The thii-d at Hamilton
is A. I. Rosenberg's Scenic, which opened
March 20. Two others are yet to open there.
TORONTO
\XTith "Peyton Place" rounding out a highly
profitable run at the Imperial where it
is in its sixth week, Manager Russ McKibbin
is campaigning for its successor, "Marjorie
Morningstar" . death of Mike Todd has
added to the local interest in "Around the
World in 80 Days," which has reached the
34-week mark at the Tivoli. Last Saturday
night the theatre was crowded, for instance.
Manager Fred Ti-ebilcock has no word about
the upcoming "South Pacific" . . . The Century
at suburban Oakville, where Howard
Birms is in charge, gave a benefit show for
Mrs. Carmilla Pasut and her two small childi-en.
The husband and father was killed in
an accident while his family was en route
from Italy to Canada.
. . .
Maple Leaf Gardens!, Toronto's huge amusement
and sport center, bought the pipe organ
months ago from Famous Players Shea's,
before it was torn down for a civic square.
Nothing more was heard about the instrument
until last week when news came it had
been rebuilt and would be installed in
Work
the
Gardens for the fall and winter
is proceeding on the aii- conditioning system
in the theatre at Stratford which was opened
last year for the annual Shakespearean
Festival. The job will be completed for the
summer. MeanwhUe, arrangements are being
made for the second annual International
Film Festival at Stratford in July.
Dan Krendel at Famous Players head office
has completed plans for the chartered
flight for Toronto barkers to the Variety
International convention in London, leaving
April 19. The 'Variety tent's annual benefit
baseball night June 10 at the Toronto
Stadium will see the Leafs playing Miami
in an International League fixture . . . Hillis
Cass of Canadian MGM moved up from vicepresident
to president, replacing Mark Plottel
of Empire-Universal in the annual elections
at a routine meeting of the Canadian
Motion Picture Distributors Ass'n. Frank
Vaughan of JARO is the new vice-president
and Clare Appel continues as executive director.
Para. Shelves 'Five Pennies'
HOLL'STVOOD — Paramount has indefinitely
postponed "The Five Pennies," Red
Nichols biography which was to star Danny
Kaye, becaiise of the AFM strike against the
major studios. As a result of the musicians'
action, the studio could not pre-record for
the production of the Mel Shavelson-Jack
Rose picture.
VANCOUVER
f^ecil Black, special representative for 20Lh-
. . .
.
Fox, who had been in Toronto on circuit
business, came up with the cheerful news
that Fox is liaving a record year across
Canada There is talk of starting a
Variety Tent here. Since there are plenty
of oldtime .show folks here, it should prove
a big success hard- ticket run of
"Around the World in 80 Days" at the Stanley
was into its 33rd week, a record here.
Another picture doing .solid business on a
reserved seat basis, with $2 top, was "The
Bolshoi Ballet." It was in its ninth week at
the Odeon Park.
Don Foli, Studio projectionist, became a
grandfather when his son and daughter-inlaw
became parents of twins. Don's son Is a
member of the Vancouver Symphony orchestra
Ernie Gary, a Famous Players manager
. . . in Nanaimo on Vancouver Island for
21 years, died there in his 50th year. He retired
three years ago when the Strand was
closed . . . Gordon
Dalgleish of Cinema Sales
and his wife are away on a combined vacation
and business trip to San Francisco,
Seattle and Portland.
Howard Boothe, former Odeon district
manager, has been elected president of the
British Columbia Automobile Ass'n . . . John
McKim is in charge of tlie Olympia until a
new manager is appointed to replace Warwick
Johnson, who resigned. Johnson has
been visiting Don Barnes, manager of the
Odeon Ti-aU, before sailing for his native
Australia . Letts, manager of the
Strand, was back on the job after a minor
throat operation . 'Veller" broke the
long-run record of the Paramount New
Westminster in its thii'd week.
Rae Waldegrave, Orpheum cashier, left for
Honolulu en route for a thi-ee-month trip
. . Violet
. . .
Orvllle
.
to her native Australia Graham,
16mm representative at
.
the Rank exchange,
is holidaying in the South Seas .
Hosford, 20th-Fox booker, returned from a
vacation .south of the border
Burrell, production manager at Trans-Canada
Films, was on the sick list International
Federation of Film Producers Ass'n
has recognized the film festival to be held
here this summer. About 120 films are expected
from 20 nations. Thus Vancouver
enters competition with San Francisco, which
will stage a film festival, al.so IFFPA-approved,
next fall.
MGM's "Hell Below" Is the story of a .submarine
which sets out to sink the enemy
flagship that led the Pearl Harbor attack.
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Canada.
Adier cost aluminum 10" letters while they
last $1.25 ea. Excellent for either indoor or
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POSITION.,
H liiBnB THE NATIONAL FILM WEEKLY 52 issues a year
825 Van Brunt Blvd., Kansos City 24, Mo.
BOXOFTICE AprU 7, 1958 K-3

WINNIPEG
LTarry Hurwitz. local Odeon Theatres supervisor,
and Harold Bishop, Famous Players,
api)eared on television prior to the Academy
Awards TV show. Each supervisor predicted
that a picture that had played, or was about
to play, in their respective theatres would
be the Academy Awaid winner. Famous
Playei-s ran away with the major share of
the awards with an engagement of "The
Bridge on the River Kwai" at the Metropolitan,
Western Theatres assistant sujjei-vlsor David
Carr has conti-acted with Tlieatre Poster
Service to commence their higlily successful
foreign coin promotion in the north end
Tower Theatre and in the St. Boniface Plaza
Theatre. In addition, it is expected that
Harry Pygrocki's King's Theatre will come
in on the deal. The Playhouse Tlieatre in
Portage la Pi-airie doubled their matinee
gross in the fii-st week of theii- 15-week series
of the foreign coin promotion. Charlie Taylor,
the manager. aiTanged a very successful
campaign, tying in with the Portage la
Prairie Daily Graphic for a contest to be
run in the newspaper: special display for
a map of the world with coins, to be placed
in the Royal Bank branch in Portage la
Prairie: window cards in five different restaurants:
and a special large map of the
world display in a barber shop window, all
of which added up to excellent enthusiasm
being developed amongst the kiddies.
The big news in the large centers in the
prairie provinces is the number of holdovers
on big pictures and the length of these holdovers.
The Empress in Edmonton was advertising
the tenth week on "Ten Ck)mmandments."
at advanced admissions: the Capitol
in Edmonton held over "Old Yeller" for the
J. M. RICE and CO. LTD.
m
"Everything for ihe Theatre"
IBallantyne Sound
Hilux
Systems.
Anamorphic Lenses.
fourth week: "Peyton Place' ii iiioveover to
the Empress from the Paramount, was in its
eighth week. Here "Raintree County" held
for a second week: "Witness for the Prosecution."
now at the Odeon in its fourth
week: "Peyton Place" in its eighth Winnipeg
week at the Gaiety: and "Old Yeller" in it.s
.seventh week at the Tivoli. In Calgai-y
"Peyton Place" was held for the thii'd week
at the Capitol, and "A Farewell to Arms" for
a second week at the Palace.
The Globe Theatre, La Fleche, Sask., the
Gaiety Theatre, Gravelbourg, Sask., and the
Unique Theatre, Rosetown, Sask.. are now
using Bingo as a boxoffice promotion, with
the theatre punchcut bingo cards.
15 From Detroit Variety
Sign for London Event
DETROIT—Variety Club of Detroit will
have a delegation of 15 attending the international
convention in London this month,
according to Jack Zide, in charge of arrangements.
Reservations have been made for Sol
Adler. Charles Komer, Nathan Milstein, Edward
Rosenberg, Lou Sarko, Dr. Peter Shifrin
and Jack Zide, all with theii- wives, and Ben
Rosen.
Organization of the barkerettes as an
auxiliary, recently approved by the tent, is
being started, reactivating a group which has
been dormant for a decade. Membership is
open to wives or widows of barkers or to
women in the entertainment business. Listed
as barkerette charter members at the first
organization meeting are Betty Bothwell.
Jean Buermele, Lucille Carver, Helen Dross,
Louise Federici, Gwen Griffith, Minnie
Haynes, Dolores Herzog, Mildred Marks, Jean
Mitchell, Faye Sweet, Valerie Wetsman, Beth
Woods, Arlene Zide and Sylvia Zide.
Variety Club is increasing its own ranks
with the admission of 21 new members—Sol
Adler, Joe Baringhaus, Ken Boehmer, Sid
Bowman, Lee Caron, Nicholas Dombrowski,
Carl Dross, Bernard Friedman, S. L. Gilbert,
Carl Goldstein, Harry Krim, Leonard Krim,
Ai-t Levy, Milt London, Nathan L. Milstein,
Louis Sarko, Dr. Peter G. Shifrin, Dick Uday,
MoiTis Weinstein, Mickey Zide and Jim
Wood.
RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
jentlemen:
4-7-58
Please enroll us in your RESEARCH BUREAU
to receive inlorrnation regularly, as released, on
Ihe follov/ing subjects for Theatre Planning:
n Acoustics
Williams Silver Screens.
New & Rebuilt Theatre Chairs.
EXPERT REPAIR
710 Broadway Ave.
Winnipeg, Man.
Ph. SPS-8219
DEPARTMENT
10029 Jasper Av«.
Edmonton, Alto.
Ph. 2S502
Another Term for Officers
Of B. C. Exhibitors Ass'n
VANCOUVER—Owen Bird, president, and
all other officers of the British Columbia
Exhibitors Ass'n have been re-elected. Myroun
McLeod was given another term as
vice-president: Earl Hayter, secretai'y, and
Gerry Sutherland, treasm-er. All are from
Vancouver, except McLeod, a Powell River
theatreman.
EXPERT
REPAIRS
AllmakMoF
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SHARP'S THEATRE SUPPLIES, Ltd.
Phones; 2-407« ond 2-7266
Film Exchange BIdg. Calgary, Alto.
'Holiday' to Bow Apr. 7
TORONTO—"This Is Cinerama" will end
after the Easter weekend at the University
after a run of 24 weeks. Invitations have been
sent out to newspaper and radio critics for a
preview of "Cinerama Holiday" April 7 by
S. H. Fabian and Sam Rosen of the Canadian
Cinerama Corp. "Holiday" will open AprU 8
as a premiere benefit performance for local
medical organizations.

C&fUtXudtufn, • CauufHie^ • C^HC^tui&tts - n7€uhte4taAicc
APRIL 7, 1958
SECTIOM OF BOXOFFICE
I
Part of an extensiye playground operation including train, carousel, zoo, etc., is the circus playground located in an 82x150
foot area behind the main refreshment building at the new Loew's Sharpstown Open Air Theatre, Houston. See story, page 6
featuring:
oDriue-^n / tauarouncLs

.
Put 'em together. .
Popcorn and Coca-Cola are two of your biggest sellers—two of your
biggest profit-makers, too.
• When sizzling hot popcorn and refreshing,
ice-cold Coke are offered side-by-side, they sell each other! •
Try it.
(Your attendants can help, too, by suggesting popcorn and
Coke as a happy combination.*)
^This is the profitable art of PLUSMANSHIP—
reaching for the extra sale that lies
just beyond
the original order. Ask your representative of
The Coca-Cola Company for further details.

!
sell more of both
SIGN OF GOOD TASTE
• •COKC" IS A NtaiaiifCRCO TRADC-HAHK. COPTntttHT O >*>• *•*< CftCA-COLA COMPANT.

•:
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projected by any 16>/2' reflector lamp, and 51 % more light than any
lamp using a f 1.7/fl.8 lens.
PROJECTS ALL FILM WIDTHS BY ANY
PROCESS WITHOUT CHANGE OF REFLECTORS
The main mirror, an integral part of the rear door, is of the cold glass type, 21 inches
in diameter— the largest ever put into regular production. It has a 6>4' focal length and
41 -inch working distance. Aperture spot size is changed by a convenient control which
shifts the position of the main reflector. The position of the burner need never be changed.
DELIVERS 65,000 LUMENS
for Fox CinemaScope 55 mm (1.340 x 1.06);
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55,000 lumens for CinemaScope 35 mm (.912 x .715); and
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A TOTALLY DIFFERENT SYSTEM I
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
by an integrated blower, have been arranged in concentric circles
around the positive carbon and directed toward its burning end. The
resulting THREE DIMENSIONAL, cylindrical
shaped light source
increases the available pickup angle to more than 260°. Since the
conventional reflector pickup angle is only 160°, an auxiliary 4-inch
spherical reflector, is located behind the positive carbon to reimage
this increased availability of light to the main mirror where it is
combined with the light from the crater. A 10 mm x 25" non-rotating
Ultrex positive and rotating Vis" x 12" solid Graphite negative bum
at 140 to 160 amperes and 70 to 78 volts. A 10 mm x 25' Hitex
positive may be burned at 125 to 140 amperes. Aperture heat is no
greater than when burning an 8 mm copper coated trim at 70 amperes
without a heat filter.
The companion 220 volt, three-phase selenium rectifier can be
located at any distance from the lamp and the power controlled
remotely from the lamp instrument panel. Heat generated by rectifiers
need no longer build up in the projection room.
For further ditails write
THE STRONG ELECTRIC CORPORATION
1
1 cm run avenue TOLEDO 1, OHIO
The MODERN THEATRE SECTION

APRIL 7, 1958
o n t n t
MOMRN
TEBATRB
DRIVE-IN
PLAYGROUNDS:
Emphasis Is on Playground 6
Midget Cars a Draw for Older Children, Too 10
New Twin-Screen for San Diego 15
Keeping the Rolling Stock in Top-Notch Condition 17
Drive-in Play Equipment Can Be Installed for a Small Investment... 19
Tips on Playground Management 20
Appeal of Kiddyland Rides Vories With Child's Age 21
GENERAL ARTICLES:
Want to Hit Sales Jackpot? 23
Sputnik Buttons Orbit Sales of Drinks to New Heights 30
"Hold That Price Line," Say Concessionaires 32
An Inefficient Popcorn Machine Costs You Up to $25
Per 100 lbs. of Raw Corn Ed Cbrisman 36
"Two-for-the-Price-of-One" Offer Gets Patrons on Run
for Concessions Stand 39
Efficient Equipment Lineup Makes Possible Fast Service
by Only Three Attendants 40
Projectors Are Designed for All New Arc Lamps 51
Five Most Common Troublemakers In
Sound Due to
Simple Causes and Easily Corrected Wesley Trout 42
DEPARTMENTS:
Refreshment Service 23 About People and Product 54
Projection and Sound 42 Literature 54
., r ,.
Readers Service Bureau at 39
New Equipment
and Developments 52 Advertisers' Index at 39
ON THE COVER
One of the intricate play devices installed in the circus playground
of Loew's new Sharpstown Open-Air Theatre. Houston, is
the hobby horse swing set. made by Miracle Equipment Co. All
standards are candy-striped in red and white and the entire area
is enclosed with chain link fencing. Benches are provided for
parents.
IHE PLAYGROUND has become
basic in good drive-in theatre operation,
its virtues in building boxolfice
and increasing concessions sales being
well-established. Even a small drivein
can provide simple play equipment
lor a few hundred dollars, but it is
interesting to note that, with the growth
oi
the larger situations of 2,000 cars or
more, playgrounds are also increasing
in size and treated to imaginative
touches that transform them into a
child's fairyland of delight.
A case in point is the ten and onehalf
acre park and amusement area, in
36-acre Loew's Sharpstown Open-
the
Air Theatre in Houston, which is
featured on the following pages. One
of the most appealing rides is the big,
four-car and engine miniature train
ride over 1,650 feet of track encircling
the amusement area. Trains are considered
by most exhibitors to be far
the most popular attractions in any
playground setup, but this is a super
train ride through a long tunnel, the
center of which is illuminated by a
tripping device to show three animated
elves working in the Elves' Secret
Diamond Mine, for an added kiddie
thrill.
And that is not all. The train passes
by eleven fairy tale houses erected
along its route, recreating the joys of
old tales such as Humpty-Dumpty, Jack
and the Beanstalk and the Three Little
Pigs.
There is more—a carousel, a circus
playground for small children and a
zoo, with a big, black bear as its star
occupant.
The extra, fanciful touches employed
at the Sharpstown suggest improvements
other exhibitors can make to
their present playgrounds to create a
more colorful, exciting atmosphere.
1. L. THATCHER, Monoging Editor
The MODERN THEATRE Section of BOXOFFICE is included in the first issue of each month.
Editorial or general business correspondence snould be addressed to Associated Publications,
825 Van Brunt Blvd., Konsas City 24, Mo. Eastern Reoresentative: Carl Mos, 45 Rockefeller
Plaza, New York 20, N. Y.; Central Representative: Ewmg Hutchison Orgonization,
35 Eost Wocker Drive, Chicogo 1, III.; Western Representative: Bob Wettstein & Associates,
672 South Lofoyette Park Place, Los Angeles 5, Colif.

This picture, showing the carousel and the miniature train, hints the big
play given to amusements for the kiddies at the new Sharpstown Open-Air
Theatre, Houston, Tex The four cars and locomotive take a capacity of 72
children on a one-third mile trip around the amusement area. The train
system is equipped with electric block signals and passes through a Fairyland
Village of nursery rhyme structures and a Magic Tunnel where animated,
illuminated elves are seen working in a diamond mine. A playground for small
children is located behind the concessions, and there is also a children's zoo.
THE EMPHASIS IS ON THE PLAYGROUND
Imaginative Treatment of Play Areas Aimed at Children of Growing Families
fK VERITABLE Children's wonderland
is tlie elaborate playground setup at
the just-OE)ened 1,600-car Loew's SharpstowTi
Open-Air Theatre, Houston, Tex.
Not content with a regular playground
for smaller children, the circuit went allout
in the installation of a train, a magic
tunnel through which the train passes, a
carousel, a fairyland village and a children's
zoo.
Rating high in popularity in the opening
weeks was the miniature train ride. "The
Sharpstown Flyer" is powered by a gasoline,
air-cooled industrial engine, and there
are three passenger cars and one observation
car. Adult capacity is 48, but 72
youngsters can be accommodated. The 75-
foot-long train traverses track 1,650 feet
Automatic, treadle-type ticket machines and registers were
installed in each boxoffice. This is the same type system
used on most toll bridges and tunnels. An illuminated annunciator
at the head of the car, and seen In the photo at
left, indicates the amount of each car sale. The handsome
screen tower, with saw-tooth steel construction on the rear
painted in camouflage colors, is an attraction-getter. Steelox
surfacing is used on the screen side. Below is a night shot of
the
entrance.
The MODERN THEATRE SECTION

"The Sharpstown Flyer," with a full load, emerges
from the Magic Tunnel where it has passed by the
"Ehes' Secret Diamond Mine." The tunnel is 80
feet long and constructed of corrugated steel.
long, which is equipped with automatic
block signals and a modern raiU'oad station.
The track encircles the amusement
park area.
But there is more to the fun of the train
ride than the trip itself. The miniature
railroad passes through an 80-foot, corrugated
steel tunnel. Near the center of the
tunnel a tripping device illuminates the
Elvis" Secret Diamond Mine. Here three
36-inch animated elves are busily at work.
Then, the train passes a series of 11
fairytale houses. Old Lady in a Shoe, Jack
and the Beanstalk, King Midas' Castle,
Humpty Dumpty on the Wall, Home of the
Three Little Pigs, Dutch Windmill, Little
Red School House and Judge Bean's Courthouse,
are some of the quaint structures
designed by Henry Marcus, Loew's Theatres
art department, to delight the youngsters.
Monkeys, cinnamon bears, ducks and
miscellaneous domestic animals are housed
in the children's zoo, installed in coopera-
"Winky," one of the elves working in the Secret
Diamond Mine, is a favorite of the kiddie passengers
who ride the free miniature railroad. "Stinky" and
"Dinky" are his companion gnomes.
tion With the Houston branch of Uv
American Society for the Prevention ol
Cruelty to Animals. Honeysuckle is a 650-
pound, nine-year-old black bear owned and
trained by Mrs. Josephine Moore of Sheldon
Reservoir, Tex.
A 36-foot-diameter carou.sel is elaborately
lighted, and accommodates three
children abreast. There are 30 gaily colored,
cast aluminum horses and two
chariots, with a capacity of 38 children.
The carousel is electrically driven and is
operated to the accompaniment of oldfashioned
calliope music.
The carousel was built by the Allan
Herschell Co., and the Miniature Train Co.,
a subsidiary built
the "Flyer,"
Behind the main refreshment buildmg.
in an 82xl50-foot area, is the circus playground
for small children. It is surrounded
by chain link fencing adorned with comic
strip characters. There is a Jack and Jill
Ski slide, as well as an animal slide. Kiddie
Whirl, kindergarten swings, belt swings,
glider swings and sand boxes, all made by
Miracle Equipment Co.
ALL RIDES ARE FREE
There is no charge for any play activity,
nor is there a child's admission when accompanied
by parents.
All of this emphasis on attractions for
the youngsters was well taken because of
the character of the Sharpstown's patronage.
It is located at the entrance to a burgeoning
subdivision which will be larger
than Levittown, with 25,000 homes in all.
on the southwest side of metropolitan
Houston. The area is being settled mostly
by young people with growing families, and
has only one other drive-in within short
driving distance, the independently owned
Post Oak.
Closeness to the growing Sharpstown
trade is only one of the advantages of the
Loew's drive-in location. A freeway for
U. S. Highway 90 has been laid out to carry
cars from downtown Houston to the southwest
county line. It will eventually pass
within 300 yards of the Sharpstown drivein,
and will enable families from many
other parts of the metropolis to reach
Loew's Shai-pstown Drive-In within a short
driving time.
A FAMILY-TYPE OPERATION
The drive-in will be a family type one.
and it will compete with several aggressively
managed indoor houses, both independent
and chain within a short distance.
However the drive-in is closer to the several
thousand residents of Sharpstown and
surrounding subdivisions than any walled
theatre at pre.sent.
Estimated cost of the entire project, including
real estate, is over $1,000,000. according
to Homer McCallon, who will supervise
the drive-in along with managing
Loew's downtown Houston theatre.
McCallon pointed out that only Loew's
"110" on Long Island, N. Y.. is larger in
Continued on following page
Those
Little
Wonderful
Extra Touches
Youthful patrons of the Sharpstown visit Judge
Roy Bean's "Courthouse." A real Indian and
cowboy who decorate this prop were ou( for a
coffee break when the picture was made. Actually,
the structure was designed to camouflage
a brick structure housing the drive-in's emergency
generators.
Boffo, the clown is a nightly, pre-showtime feature
at the new Houston drive-in. Here he stages
a high wire act, one of his several animal acts,
for the amusement of youngsters.
Some of the cages in the children's zoo. There
are monkeys, cinnamon bears, ducks and miscellaneous
domestic animals as well as a 650-
pound, nine-year-old black bear.
The miniature tram moves past Humpty Dumpty's
wall in its trip through Fairyland Village. This
is just one structure of 1 1 that bring to life
some of the welt-known nursery talcs
BOXOFFICE :: April 7, 1958

EMPHASIS IS ON PLAYGROUND
Continued from preceding page
the chain, but that Loew's Sharpstown can
be expanded to 2.100 cars.
The theatre has four entrance lanes. It
uses the Taller & Cooper tally system,
adapted from toll road stations for drive-in
theatres. The Houston installation is not
the first, but it is one of the few such installations
in the nation.
The system speeds up traffic and enables
the entrance windows to handle about twice
as many cars as simpler tally systems, Mc-
Callon said.
The holdout lanes and space are sufficient
for 350 to 400 cars. McCallon estimated.
The amusement park area is right
by it. and there are in all about five acres of
landscaped park and 5 '2 acres of amusement
features.
The theatre imported 84 tropical palm
trees, and set up an unusual lighting system
for the trees, to advance the tropical
appearance of the theatre. Houston is located
at the edge of the sub-tropics, and is
oriented toward the warm countries—Mexico
is within a day's driving distance, and
the Rio Grande Valley of Texas contains
many palms.
The shrubbery also includes landscaping
with pittasporum holly, crepe myrtle,
fancy cedars, ligustrum and bamboo. An
attractive Michigan cedar fence encircles
the entire 36-acre drive-in theatre project
with the exception of the entrance.
EXTENSIVE ELECTRICAL SYSTEM
In order to provide for the exotic shrubbery
lighting, five-wire speaker system.
moonglow lighting for the entire grounds.
and other special effects, there are hundreds
of miles of electrical lines running
under the ground in an elaborate wiring
system. Special lights, directional signs
and effect lighting were made by Drive-In
Theatre Manufacturing Co., and supplied
by Joseph Homstein Co., New York City.
which also supplied the high fidelity Motiograph
in-car speakers.
The paved area for 1.600 cars covers 20
of the 36 acres, and is asphalt topped.
Loew's had the ladies in mind when tliey
The four-lane concessions at the Sharpstown is oper ated by a staff of IS. Special features of the airconditioned
building are treadle-type automatic doors. The concessions is operated by Confection Cabinet Co.
provided this smooth, gravel-free surface
for comfortable walking and cleanliness.
The hard surface also provides a constant
level for the ramps. The Sharpstown is
said to be the only drive-in theatre in
Texas so .surfaced.
Patrons will be assured of insect-free entertainment
because the theatre is equipped
with a TIFA insecticidal fog applicator and
will use a repellent which is not injurious
to people, animals, plants, clothing and
cars, but is definitely obnoxious to mosquitos.
gnats, etc.
Patrons are also assured of full operation
of the theatre, including projectors, concessions
building, boxoffices and electrical
signs, because power failure has been obviated
by installation of emergency generators.
The drive-in has a screen 50 feet by 120
feet, of all steel and concrete construction.
A zigzag sawtooth construction on the back
is an attention-getter to cars passing along
Sharpstown's main entrance boulevard.
The throw to the screen is 475 feet.
The concessions building, projection
room and offices are all fireproof brick
The 3,720-square foot concessions is located in this fireproof, brick, glass and metal building. A spacious
patio is located in front of the cafeteria and a giant circus playground is in the rear.
construction. The buildings include a
"diaper den" and bottle warmer facilities.
"We're going strong for the family trade,"
McCallon pointed out. Free diapei-s will be
supplied in the nursery.
The ladies room includes 1.275 square
Interiors of restrooms are masonry, tile,
terrazzo, natural woods and glass. Maid
service will be provided at all times.
Two water wells each pump 400 gallons
a minute.
This water supply will serve the
concessions stand and the needs of the
shrubbery as well, according to McCallon.
The concessions building is 40x80 feet
and air conditioned by machinery of 30
tons capacity. It has four serving lanes.
A staff of about 15 persons will man it,
McCallon said.
feet and the men's room 975 square feet.
In all, there are about 75 fixtures. McCallon
reported, to handle a concentration of
people in a short time. The rooms are airconditioned.
Foot-treadle automatic doors are a convenience
for patrons with loaded trays.
SERVICE TO CARS
Loew's will also have battery powered
Foodmobiles to drive around the paved area
and serve patrons after the snack bar
closes.
The theatre will employ about 40 persons
including the snack bar staff, McCallon
figures. Manager is T. W. Horton. Uniforms
for the security force were designed
by Henchman of Indianapolis and provided
by them and Parker of Houston.
Two Simplex machines are in the projection
room. They have equipment to project
Cinemascope, magnetic and optical
sound. The projection room also has facilities
to put out AM. FM and Hi-Fi for
music over the public address system.
Speakers are located throughout the area,
The MODERN THEATRE SECTION

with the microphone in the projection
room.
During the pre-show interval, patrons
will be entertained by tape-recorded musical
programs, consisting of latest popular
tunes and classic show tunes.
High speed lenses made by ISCO were
ground specially for the Sharpstown. These
lenses will complement the special Ashcraft
Cinex lamps to provide full light efficiency,
and have been matched to the optics of the
lamps.
Power amplifiers and sound were installed
by William Hipp sr.. Houston representative
of Altec.
It is the practice of Loew's projection department
to choose the best components ot
all projection manufacturers in the industry
when assembling- a projection system.
Particularly is this true in drive-ins where
the demands on the equipment are so much
greater.
The Ashcraft
13mm arc lamps installed
in Loew's Sharpstown Outdoor Theatre are
a case in pKJint.
COLLABORATE ON
LAMP
The first version of the Ashcraft 13mm
arc lamp was designed and built by Clarence
Ashcraft in collaboration with John
Kohler of Loew's projection department
for the Capitol Theatre in New York City,
the flagship of the Loew circuit.
This new lamp replaced a condenser type
of arc lamp that could no longer meet the
requirements since the advent of the giant
screen demanded a doubling of the light
output and a greater distribution of the
light on the screen.
This lamp fm-ther proved its merits
when it was next installed in Loew's "35"
Outdoor Theatre in Keyport, N. J. The
Ashcraft lamp then underwent still further
refinement for the projection of
MGM's 65mm wide film. This work was
carried on in Hollywood by Merle Chamberlin
and his projection staff of technicians
at the MGM studios in co-operation
with Ashcraft.
This development resulted in the lamps
being accepted by many exhibitors using
the Todd-AO projection process, one of
which is installed in Loew's Ohio Theatre
in Cleveland. The Ashcraft 13mm lamp
has once again proven itself in the installation
at Loew's Sharpstown Outdoor in
Texas.
RAMP LIGHTING SWITCHING PANELS
Kohler, as supervisor of projection and
sound for Loew's Theatres along with his
associate, Joseph Cassaro, has developed a
special ramp lighting switching system for
the new Sharpstown Outdoor Theatre.
In commenting on the new ramp lighting
equipment Kohler said:
"The reason for deciding to build our
own ramp light switching panels was
purely a consideration of space conservation
in the projection room. The ramp
light switching panels available on the
market were far too bulky for our use.
Also a consideration was the desire for uni-
A huge, two-sided, splayed electrical sign heralds
the location of the new Houston theatre. It is 28
feet high and 12 feet obove the ground. The word
"Loew's" is in red plastic with neon behind. White
neon ribbing flashes counter clockwise. Although
not visible here, shrubs conceal the base structure.
formity so the light .switching panels would
match our Motiograph sound ramp switching
panels both in shape and size.
"This design permitted the use of .standard
industrial heavy duty down transformers
for the ramp lighting. Loew's Shai-pstown
is the first Loew's outdoor theatre to
use this new design in ramp lighting
switching panels."
Kohler has been a projectionist with
Loew's theatres for the past 25 years, ten
of which were at the Capitol theatre in
New York City.
Architect for the project is John J. Mc-
Tremendous
JOE
Namara of New York. Superintendent of
building is Harry Moskowitz, also of New
York.
Construction has been under way for
about one year, McCallon said. The contractor
Is David P. Hendrlck of Waco,
Tex., and the Sharpstown ozoner is the
firm's 27th such construction Job.
A large electric marquee-type sign has
been calling attention to the theatre for
many weeks—along with the tall, sawtooth
backed .screen. The sign stands along
Bellaire Blvd., the main entrance to
Sharpstown.
Loew's executives issued this statement
regarding the new theatre: "Ehiring the
past three years we have vi.sited many of
the largest and finest outdoor theatres in
the South and East in .search of the best
ideas in sei-vice and operation we could
incorporate in our Shai-pstown Theatre. We
were fortunate in being able to adapt the
land area to our plans rather than viceversa,
as is usually the ca.se. For this reason
we were able to arrange every building
and every detail to our wishes. The result
is a masterpiece of convenience, tropical
beauty, imaginative showmanship, and
a recreational facility unsuiiiassed anywhere.
We sincerely hope Houston will be
as proud of our theatre as we are."
Little children like to play in sandboxes,
and these play areas are sometimes overlooked
in planning drive-in theatre playgrounds.
The cost is nominal.
INCREASED Boxoff ice - Concession
Sales with Quarter Midget Racing
A Natural Drive-ln Daylite Attraction
for the Jj^ Entire Family
THE FAMOUS OFFYETTE SPECIAL
featuring
JL- Automatic Hand Starter (No Lift Push Start)
^ Safety Designed Steel Reinforced Fiberglass Body
^ Hydraulic FOOT Brakes
-X- Automatic Clutch Power Transmission
-jL- Simple Governor Controls Speed
for complete operating and purchase plan contact:
HORNSTEIN, INC. ^Z^oU..,,
341 W. 44th St., New York 36, N Y. 273 W. Flagler St., Miami 36, Flo.
BOXOFFICE :: April 7, 1958

PROMOTING THE DRIVE-IN PLAYGROUND: A SIX-CITY REPORT
MIDGET CARS A DRAW FOR THE OLDER KIDS, TOO
Drive-Ins Using Newspapers, Radio, Bumper Strips fo Attract Children
Detroit,
Mich.
Wne brand new type of attraction
was offered at a drive-in here last year—
and typically enough, it fitted right in with
This was
the tradition of the Motor City.
a self-driven, midget car ride installed at
the Van Dyke Drive-In. operated by Detroit
Theatre Enterprises. Here youngsters
of five to 15 years were able to drive their
own little cars, controlling them at will, in
full safety.
A flat dirt track about 1,000 feet long
was installed outside the drive-in proper
and adjoining the playground. It thus
served, like the other playground attractions,
as an inviting attraction for passing
traffic—what family could resist the appeal
of a youngster to stop and enjoy this
unique ride? The track was oiled and
packed down hard.
Four cars were used, purchased from
Rassey Manufactui-ing Co. and equipped
with Continental motors. They were specially
equipped with a governor for safety,
restricting speeds to five to eight miles an
hour—not much over a youngster's i-unning
speed. Similar cars were entered in
the races which were a twice-weekly featui'e
here, but the race cars were without
the governor feature, so that speeds of 30
to 40 miles an hour were achieved.
The attraction was offered free to young
visitors—no adults were allowed to ride
them, incidentally. The operation was
supervised by two ushers, specially trained
in dealing with children. The youngsters
would get in the little cars—which are similar
to standard racing type cars, but onequarter
their size. The ushers would give
the car a shove, and the kiddie would be
off for a trip around the track— in full
safety.
"We wanted something a little different.
The usual drive-in has a train and other
standard rides," said Milton Herman, circuit
supervisor. The management was well
satisfied with results, he says.
"We did the trick with them. It offers
something different for the older kids,
rather than the small slides, rides, and
merry-go-rounds, and they really enjoyed
it."
For the Saturday and Sunday afternoon
races, a tieup was made with a midget car
racing club, and 20 to 30 cars would be
entered each day of the event. They would
be grouped to race four or five at a time in
a race.
Admission to the races was free, and
races would be held in the afternoon, before
start of the regular show. Spectators
could park their cars outside and walk in
without payment of admission fee. thus
making it genuinely a playground promo-
tional feature. Those who wished to drive
in and remain for the show paid the regular
admission fees.
This policy worked out very satisfactorily,
according to Herman. Crowds of
perhaps 300 people would be drawn for the
races. Everything was conducted under supervision
of a standard racing club, and
full precautions to insure safety were taken.
Drivers of the midget cars ranged from
about ages five to 15. The theatre plans
to continue the policy again this season.
CATER TO SMALLER YOUNGSTERS
The Detroit area's 15 major drive-ins
have generally had well-developed playgrounds
for years, including a couple of
full-fledged kiddylands which may be operated
as independent parks; and good,
new ideas on attractions for the young patrons
are constantly sought, but not too
often found practicable in the experience
of operators.
"We prefer to concentrate on a small
playground operation, to satisfy the smaller
youngsters," sums up the policy of the
area, as voiced by Irving Goldberg. In this
group of outdoor shows, no important new
attractions have been added in the past
couple of seasons, despite a search of available
offerings. An important reason for
this, Irving Goldberg says, is the problems
encountered with control and operation of
mechanical rides. To allow practical operations
that will please the customers,
they are following a policy of a comparatively
few rides of this sort.
The typical Goldberg-operated drive-in
today has thus an airplane, a train ride and
a merry-go-round. In some cases a small
boat ride is added, offering enough variety
to satisfy the small fry without presenting
too many complex mechanical problems.
The newest addition to the children's attractions at Loew's 1,728-car Normandy Twin Outdoor Theatre,
Jacksonville, Fla., is the spick-and-span miniature zoo called Happyland. It is populated with harmless
and friendly domesticated animals and birds, including spider monkeys, guinea pigs, rabbits, cockatoos,
pigeons, ducks, raccoons and a deodorized skunk. Parents bring their children to the Normandy long before
dusk, reports Manager Jim Carey, so they can assemble picnic meals at the concessions counters and
then take the kids to the zoo, to Mother Goose Land, to the playground, and for speedy rides on the milelong
miniature Silver Meteor of the Seaboard Air Line or for more leisurely rides on Mexican burros.
PLAYGROUND IS
EXPECTED
A conservative promotional policy is generally
followed in connection with playgrounds
during the season, but generally it
is not given strong emphasis. This reflects
the fact that with some 15 drive-ins, all of
tlie 1,000-car class or better, ringing the
city, the availability of a playground has
come to be taken for granted as something
the customers expect with the modern outdoor
show, just as they expect to find service
features like a drinking fountain or
lounge room.
As an example of operation, the Goldberg
brothers typically use a special invitation
to customers to come early and enjoy
the playground facilities when the
weather is good. Stress is given to the fact
that this is a pleasant way "to give father
Continued on page 12
10 The MODERN THEATRE SECTION

: April
FOR THE FINEST IN SOUND
at the Lowest OVER-ALL Cost
Big and small theatres are changing to EPRAD
Universals because they are recognized as the bestsounding,
most-trouble-free, and best-styled speakers
at any price.
If you are building a new drive-in, be sure to
EXCLUSIVE 2-YR.
in-the-

1415 W. Pruitt St/Phone MEIrose 1-1527/lndionapolis 23, Ind.
at the Dewitt, North and Lakeshore drive-
PROMOTING DRIVE-IN PLAYGROUND
safe * durable • Continued from page 10
easy to install
and mother a chance to .sit in the car, chat,
Unconditionally
and read the paper." An hour or so of
iPi.sure is given the parents, according to
Warranted
Irving Goldberg. This is possible because
(jemeUm
O
ptA^9"£H-
their .voungsters can enjoy the supervised
playground while the parents relax in quiet.
with
recogi
zed o' (thori ties
Copy like this is used in the theatre directory
dance-
advertising in newspapers, in display
Dosig"^" rec reofio" copy when it is used, and on screen trailers.
For over 25 years Game-Time
has been the nation's leader
in designing and manufacturing
safe, economical playground
Cleveland, Ohio
devices of all types.
Drive-In Theatre Operators Have Founci That
riERBERT HoRSTEMEiER rcports that
Well-Equipped,
his
Safe
two ozoners, the
Playgrounds Kingman Drive-In,
Build Extra Profits Two Ways—At The Box
Delaware, Ohio, and the Ti-iVale Drive-In,
Office And At The Concession Stand.
Coshocton, go in for specialized playground
advertising by the use of automobile
bumper strips, special trailers and window
cards.
USE EXTRA ADVERTISING
"We use extra advertising space in the
newspapers advising the public to 'Bring
the Kiddies Early and Enjoy the Playground,'
" Horstemeier says. "In Coshocton
we have a special name for our playground
which gives it special significance. We call
it the 'Kiddie Con-al,' and our advertising
GAME-TIME SWINGS are the only all-steel formed swings on the
includes wood cut-outs of the popular Disney
market, affording the greatest
characters, all
degree of
done in
safety
bright colors, to
with minimum
make the area attractive to
maintenance.
children."
No castings—welded construction.
Other important drive-in circuit operators
including Associated Theatres with
Game-time offers a planning
eight ozoners.
and Selected
layout
Theatres with
service
eight
to help you
outdoor theatres
make
as well as owners of single
the most efficient, economical use of your facilities,
drive-ins, report that their playground advertising
is confined to an added line in
whether in existence or to be constructed.
their regular advertising mentioning "Playgrounds
for Children."
// you hove not aUeady received our 38-page 1958 catalog
Dick Hershman, manager of Associated
showing our complete line of equipment write today.
Circuit's Skyway Drive-In. Ashtabula, said:
"Occasionally we put on a free pony ride
(jamtime, i.
as an extra and advertise this as a special
event. But we do not have pony rides regularly.
We rent the ponies for the occasion,
not too often, maybe three or four times a
204 JONESVILIE ROAD
season. But when we do have this extra
. IITCHFIEID, MICHIGAN
kiddy entertainment, we advertise it in
space apart from our regular
Wholly owned subsidiary of Simpson Manufacturing Co
space."
newspaper
ADVERTISE IN REGULAR COPY
The TriVale, like other drive-ins surveyed,
regularly confines its playground
advertising to a line in its regular copy.
"We are still in the picture business,"
one outdoor exhibitor said, "and our advertising
is slanted to the picture or pictures
we have on the screen,"
r'4&''^V«^^ ^^^ """^^ ^^°* '^ proven on your
^
own grounds before purchase.
How Can You Lose?
Syracuse, N.Y.
Any ride is worth or\ly what is nets YOU.
Have dinner at the drive-in before
the show" is a prime promotion HODGES AMUSEMENT & MFG. CO.
factor
BE PREPARED! SUMMER IS COMING!
HODGES' KIDDIE'S DELIGHT
HAND CAR RIDE
ins in this vicinity.
There are cafeterias in all the drive-ins
on a self-service basis. A plate dinner is
12
The MODERN THEATRE SECnON

one
served. Least expensive is liot dogs with
French fries for 40 cents. Beef barbcciusetup
is 55 cents. Fried chicken with
Fi-ench fries and cole slaw is highest at $1
a plate. Original Crispy Pizza is sold at 60
to 70 cents, depending on whether it i.s
with or without sausage.
For dessert there's the Rich packaged
sundae, strawberry or chocolate, for 25
cents. Beside the usual sodas there's a new
fruit punch put out by Orange-Cru.sh served
in a 24-oz. cup at 30 cents and given with
two straws.
After dinner the children may use the
playground featuring the Miracle "candystripe"
equipment.
Herbert Slotnick, who kept the Lakeshore
Drive-In open during last winter, has special
"spook shows" each Saturday at midnight,
plus the regular features. On Fridays
there's an hour of cartoons prior to
the features, slanted especially for the
small fry.
Radio and TV promotion plugs the picture
while newspaper advertising is more
institutional, for the special shows or the
cafeteria and playground featui'es.
Albany, N.Y.
^/pERATiON OF a playground which
includes powered rides as well as the traditional
play equipment in a drive-in, plus
a facility utilized by adults and youngsters
alike, has proved very successful at the
Riverview in Scotia, N. Y., according to
Bob Lamont of Lamont Theatres.
The automobiler's two powered rides, a
ferris wheel and a merry-go-round, have
won such patron acceptance that the Lament
organization is considering the installation
of a train. Decision on the latter
has not yet been made. The ferris wheel
is said to be the only one in an Albany area
ozoner. There are several amusement centers
so equipped. Lamont's Sunset Drivein
at Kingston is equipped with a motorized
merry-go-round, too.
PLAYGROUND IS
SUPERVISED
I is .specially
The Riverview playgi'ound, supervised by
Manager Howard Cammer, is fenced
around. Entrance and exit are througli
gates. Some of the individual ride areas
are also fenced off. The "Turnpike," on
which pre-teen youngsters peddle small
cars is tractor-shaped >
surfaced and enclosed.
.
A high school girl
monitors it.
The playground crew consists of a man
and three high school girls, plus the Riverview's
assistant manager. The latter is assigned
to the area for the hour before showtime.
The man handles the ferris wheel.
One of the girl attendants has been associated
with the drive-in four seasons and
is particularly interested and adept. Lamont
pointed out that the job requires a
certain amount of skill supplemented by
personality
and tact.
"After all, the girls must deal witli
I'lif piont'rr in Coil Form Hciicllrnl
introduces to yoit . . .
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Insurance
ORDER THRU YOUR LOCAL THEATRE SUPPLY DEALER OR —
PIC
CORPORATION
Boost Drive-In Profits With
Write for A. H.'s new
book: "Kiddielonds--
Q Business witi-i o
Future," $3. Tel
how to build ond operate
a kiddieland
successfully.
837 Broad St., Newark, N. J.
Tel.: Mitchell 2-0639
Allan Herschell Kiddie Rides
latt
.More and more dri\e-in lliralres art'
installing separate kiddielands to in-
.
crease tlieir profits. Same fine location
. , . same parl

I
All
I
Metal
''We tried every screen paint,
TOPSAIL PROVED BEST
for light reflection and ^
low maintenance!"
says Mr. Morris KUin
of K/«in Thtatnt.
Klein Theatres used nothing but TOPSAIL on oil
their drive-in theatre screens for 5 years. For
reflecting a moximum of light and keeping
maintenance costs at a minimum, they found
TOPSALL best suited to their needs.
Try TOPSAIL . . . you'll find it TOPSAIL!
Ask about the other Globe paints ideal
to solve drive-in maintenance requirements'
>
^
Theatres all over the country will agree screentex
TOPSALL is the only screen paint with all these
features:
• Reflects more light
• lasts longer
• Keeps white and clean
• Less distortion in rain
• Durable and weather
resistant
• Low cost maintenance
• Quick application
• Rolls on with long-haired
roller
• One less coat required
• Brighter picture in twilight
GLOBE PAINT CO., INC.
181 North 1 1th Street, Brooklyn 1 1, N. Y.
NEW SOURCE OF REVENUE
FOR
CRUSADER) °"'""*'
FOR SAFER
DRIVING
SO/SL
This notional program
sponsors
competitions
for pre-teen agers
in sate driving, using exciting
JUNIOR Stock
Cars. Big M Jr. Thunderbird, Jr.
You can quickly get new revenue, boost other income too, by tying in novi with the
dynamic, fast-growing Junior Crusader Program. Very small investment, with big
returns for years. Don't wait and be sorry. Wire or write us today for details.
POWERCAR CO., 109 Willow St MYSTIC conn.
ONE WAY (
IN ONLY ) CAR COUNTER AVAILABLE
HILL SIGNAL CO.,
Fits All "Boxoffices"
Quickly
Driveway
Installed-No
Channeling-
Traffic Flows Normal
Counts Only the Cars
Going "IN" None "Out"
Note tubes on each side of the ticket
office. "Twin" counter inside Boxoffice
accurately counts each driveway
separately. Two turnback to zero
counters and transformer are in one
locked housing. Connects to any
llOV outlet. Send for price and
complete information, or order on
ten-day free trial today.
INC.-uhrichsville, OHIO
Sintt 1932 PHONE 94 R
PROMOTING DRIVE-IN PLAYGROUND
Continued from preceding page
parents as well as children." Lament commented.
"This necessitates flexibility."
The young ladies' work ends with the
start of the first screening. They report
in time to get the equipment ready.
The installation which men use, along
with boys, is a basketball court with a
board and net. The principal activity on
it is "shooting."
The Riverview is equipped with various
swings, tilt-a-whirl. teeter-totter and .slides.
Particular emphasis is placed on the safety
angle at all times.
A special trailer has been used to promote
use of the playground "an hour before
showtime." Annually, a buildup is employed
to mark the opening of the playground—the
weekend following the closing
of .schools. Through advertising and giveaways,
the attention of youngsters is focused
on the premiere. "Frees" include popcorn
and a soft drink. The playground
opening each season draws as many as 1,000
children, Lamont reported.
PLAYGROUND PAYS
OFF
"It is hard to pinpoint the exact financial
results derived from playground
operation at a drive-in." he declared. "However,
we are convinced that extensive
equipment, including powered rides, pays
off. Of course, the amount and character
of such equipment depend upon economic
factors in the area from which the theatre
draws."
Helena, Mont.
I HE Sky View Drive-In in Great
Palls has a very complete playground, and
when it is operating Manager Donohue advertises
it as the "best in the Northwest."
Nearly all outdoor drive-ins stress the
playground angle for the children and
sometimes they suggest that patrons come
early so that the youngsters can take advantage
of the playground equipment. "We
wiU baby sit for you so that you can enjoy
the show," is also a good advertisement
during the theatre season.
The Fox Drive-In in Billings had a good
crowd for awhile when it revived the miniature
golf deal. Whether they continue
this year or not will depend somewhat on
how business will appear to be on opening
night.
Drive-in operators questioned about new
equipment for their playgrounds for the
Continued on page 16
THE PLAYMATE line
PLAYGROUND EQUIPMENT
~ Merry Go Rounds
Metal Slides • Cii
Beam Balancers • Sviedish Gym
THE DELMER F. HARRtS CO.
CONCO.RDIA, KANSiS
14 The MODERN THEATRE SECTION

.
New Twin-Screen for San Diego /-.^, /.
Superior Design,
Construction and
PERFORMANCE
far
greater
strength and
SAFETY !
Merican
-^EhkitKi
Architects' sketch of the "Tu-Vu" drive-in theatre fae/ng built in San Diego.
PLAYGROUND
AND SWIMMING
POOL EQUIPMENT
The wise choice of experienced
buyers for nearly half a century.
WRITE FOR LITBRATURE
Construction of San Diego,
Calif. 's fii'st two-screen outdoor theatre
will start as soon as grading has been
completed, just off busy thoroughfare
Route 395 north of the city, according to
theatreman Theodore Tanner of San Diego
who heads the $200,000 project.
Tanner, a veteran of more than 30 years
motion picture operation and theatre management,
feels "Tu-Vu" accmately describes
the two-screen drive-in. He selected
the busy San Diego residential location because
of high traffic area, easy accessibility,
mushrooming growth, and perfect climate
conditions. "Southern California
weather is conducive to near 365-day operation,"
Tanner said.
YOU CAN SAVE
TIME . . . MONEY
. .
Yes, drive-in owners hove found that you can keep
your grounds clean, quicker and cheaper, with the
PORTABLE
INCINERATOR CART
One man does the work of many . . . burns all refuse
right on the spot. Just right for paper, leaves, twigs,
etc. Large capacity, 18 cu. ft., yet perfect balance
makes it easy to handle. Wide wheel treads; all
welded steel construction means lasting wear.
Hundreds of satisfied
users. CUTS
j j )\s
CLEAN-UP TIME
IN HALF!
Stiipped uncrated by
prepaid Rwy. Exp.
$7^50
74
COMPLETELY AS-
SEMBLED (West of
Miss, odd $12)
WRITE TODAY TO DEPT.
MT
COUNTY SPECIALTIES
P. 0. Box 968 Grand Central Station
New York 17, N. Y.
BOXOFFICE April 7, 1958
Ground has already been broken, grading
almost completed, and the theatre is
expected to be in full operation by late
spring.
The double-screen theatre is in effect,
two theatres showing double features simultaneously
from a centrally located, oneunit
snack bar-projection booth situated
so it serves both theatres. Capacity is 1 .349
cars.
ALL PROJECTION PROCESSES
Layout has been so accurately planned
that even the furthermost car on either
side will be no farther than 600 feet from
its respective screen. Besides the resulting
sharper, brighter picture, screen placement
has been so calculated as to eliminate any
image distortion. The screens will be capable
of accommodating all ranges of wide
screen projection and are suitable for Todd
AO when such equipment becomes generally
available.
A 70-foot neon sign, designed and constructed
by Jacobson Neon Co. of San Diego
marks the theatre entrance.
Tanner plans staggered starting times of
movies on either side of the theatre to
avoid crowding of entrances, exits, and the
snack bar at intermission times.
FEATURE DAYTIME LUNCHES
Also, because of the snack bar's close
proximity to the highway, it will be open
for daytime use of patrons who work in
the area, and will feature specially prepared
luncheon menus under the direction
of Fiank Virga of San Diego, formerly connected
with the Pacific Drive-ln circuit in
Los Angeles.
The architectural firm of Stanley Burne,
San Diego, veteran in outdoor theatre construction,
has laid out plans for Tu-Vu.
Construction will be completed by Herbert
and Walter Long of Long Construction Co.
Several San Diego investors have joined
Tanner in financing the construction of
Tu-Vu Theatre.
i
AMERICAN
PLAYGROUND DEVICE CO.
ANDERSON, INDIANA, U.S. A.
woniDS lABCeSI M*NUf*CTU«E«S Of fINE
PAUK, PICNIC, PIAYGKOUND. SWIMMING
POOL AND DUESSING IIOOM EQUIPMENT
LIBERTY
FIREWORKS
For Retord-Brcuking Drive-In Crowds
You are assured Greater Value, Safety,
Brilliance, Color, Flash and Noise.
Spectaculor LIBERTY FIREWORKS are the greatest
boxotfice otttoction because they arc the
world's finest! They pay for themselves in incrcoscd
attendance.
READ THIS UNSOLIC- • GET FREE_ CATALOG
ITED TESTIMONIAL NOW!
'We liavc shopped around
lor fireworks to use in our
drive-ins and after comparisons
have found we
get the best deal from
LIBERTY. Your displays
brighter."
.ire
4S page catalog, fully illustrated
shows the gorgeous
beauty and mao*
nificent splendor of LIB.
ERTY FIREWORKS.
Reasonably priced from S35
to $1,000 and up.
NOTICE: NEW HOME ADDRESS
LIBERTY DISPLAY FIREWORKS CO.
Hegeler Lane
Site formerly Hegeler Zinc Plant
P. O. Box 683, Danville, Illinois
Phone 2559. If no answer coll 8620-J
• •****•»
CHANGEABLE LETTERS and
ATTRACTION BOARDS
Write for Literature and Prices
The Ballantyne co
1712 Jackson St. JAcbon 4444 Omaha 2. Nebr.
15

PROMOTING DRIVE-IN PLAYGROUND Midget Car Racing Has Great Showmanship Value
Continued from page 14
coming season seem most concerned in adding
more of what they already have, such
as large and small size swings, slides and
teeter-totters. Safety is their chief worry
and most of them have signs telling the
tiny youngsters to use small equipment.
Of course, Uie parents are supposed to read
and abide by the signs.
One operator said he though he would
specialize in child-size hamburgers this
year as parents were reluctant to buy fullsize
ones for children and have them waste
half. He will also sell smaller bottles of
jxjp and root beer, he thinks.
Columbia, S.C.
Advertising and exploitation have
paid off for one of Columbia's drive-in
theatres which uses extensive playground
equipment as part of its draw.
The Skyway, located near the fairgrounds,
has the city's only kiddie amusement
park, which includes both the standard
playground rides which are free to patrons,
and some carnival-type kiddie rides
which are operated for a small fee.
Skyway has plumped its kiddie park with
newspaper advertising as well as with auto
bumper signs, and to good advantage.
As part of the apparently nationwide
sweeping interest in quarter midget car
racing in drive-ins, George Horivstein of
Joe Hornstein, Inc. New York equipment
firm, has been named national exclusive
dealer for the Offyette Special, And
Sheldon Smerling, executive vice-president
of Eastern Outdoor Theatres, has received
the first of these quarter midget racers for
his Union Outdoor Theatre near Union,
N. J,
HAS FIBER-GLASS
BODY
The Offyette Special has several distinctive
features, Hornstein said in New York
last week. It has an automatic hand starter
and foot-operated hydraulic brakes, automatic-type
transmission, rack and pinion
steering mechanism and an extra thick integrally
reinforced fiber-glass body.
Commenting on the growing interest in
the new daytime medium for drive-ins,
Smerling said: "It looks as if we will have
to schedule driving instruction and time
trials more than once a week, as we had
originally planned. Our current plans call
for immediate driving classes for the
youngsters already enrolled and actual
time trials as soon as weather conditions
allow us to complete our track."
Hornstein said that children were beginning
to ask their friends if they were a
J.M.S. That stands for Junior Motor Sport
which, he said, soon would be a standard
expression. He .said that quarter midget
racing was an activity which outdoor operators
had been seeking for a long time.
"First," he said, "it is an attraction, and
by no means undersell the showmanship
aspect of the J.M.S. Until you have actually
watched the faces of these half-pint
motor enthusiasts as they scoot around the
track, you will have no idea how entertaining
their concentration can be to the onlookers.
"Secondly, it is, of course, the 'hourstretcher'
we have always needed to utilize
the daylight hours before showtime at the
peak of the season. Not only will it be an
added feature, but it will greatly increase
concessions sales during the period. Thirdly,
it is a desirable activity that encourages
parent-child relationship on a common
plane so very necessary at this particular
time. It will al.so encourage friendly rivalry
between various clubs from other exhibitor
and local ti-acks."
ATTENDANT PUBLICITY
Hornstein said the most interesting aspect
of the entire program, as far as exhibitors
were concerned, was the obvious
publicity and exploitation avenues opened
with the establishment of a track in an
outdoor theatre. He said motor clubs, auto
supply companies, gasoline companies and
all related fields would want to contact
this captive automobile-owning audience.
maximum return on your investment . . . plus the best picture
CHURCHMAN makes the right screen tower
to "fit" your drive-in
The screen tower in your drive-in theatre
is the largest piece of equipment in the
theatre, and because ot its cost and specialized
problems, should not be trusted to inexperienced
or inept hands.
The tower should be tailored to the exact
requirements of the theatre, not taken from
"stock," in order that you may receive the
maximum return on your investment. This
does not involve any increase in cost or delay
in opening the theatre. And you ore assured
that you are giving your patrons the
best picture available.
All of my towers receive the some meticulous
design ingenuity.
All designs are certified by a resident engineer
of the state in which the tower is to
be erected.
All of the work is performed by my organization—from
the first foundation hole to
the final coat of point.
No job is too large or too small. At this
time I have four jobs in work, ranging from
a 32-ft. widening job to the largest screen
tower in the world—each of which is receiving
the some careful attention.
I will be happy to come to your office or
theatre at any time to consult with you and
your dealer on your tower problems. Your
dealer's experience and advice ore invaluable
to you.
DIXIE—83'xl20'— Dayton, Ohio
Dealer: Midwest Theatre Supply Co.
Cincinnati, Ohio
TOWERS IN
CONSTRUCTION
•CARLIN'S PARK— 100'xH2'— Baltimore, Md.
CENTRAL AVENUE—65'x93'—Washington, D. C.
*TELEGRAPH—68'xl00'—Toledo, Ohio
'RIDGE— 32' widening job—Westminster, Md.
"Dealer: The J. F. Dusmon Co.
Baltimore, Md.
No charge of any kind for consultation on your screen problems.
Write, wire or phone now for complete information.
RALPH L. CHURCHMAN
7619 E. Broad Street
Phone: Reynoldsburg, Ohio
Blacklick, Ohio
(T. C. Columbus) UNion 6-5311
16 The MODERN THEATRE SECTION

"
Keeping the Rolling Stock
In Top-Notch Condition
The instructions printed below obviously
refer to miniature trains, but the Allan
Herschell Co.. Inc.. also supplies similar information
on the care of its other mechanical
amusement equipment. As much as
possible, the company tries to keep track
of the location and owners of all of its
equipment, so that the owners of used rides
receive the same attention and service as
the original owners.
The company's service department is
headed by Duncan Pinlay.son who is a commereial
pilot. The company owns a fourplace
Beech Bonanza airplane which is
used by Pinlayson to maintain a very close
liaison with its customers to nive them personal
assistance if they encounter difficulty
of any kind.
The care and maintenance of outdoor
amusement equipment is not unlike that
given an automobile. With proF>er attention
to routine lubrication and winter storage
very little trouble is encountered.
(....; COOLING
Remove or blow dirt between cylinder
and shroudlnR. Refer to Instruction
Book.
'....'
OILFILLER CAP
Remove and clean.
I. ...I SET IDLE SPE:ED
Idle speed 600 RP.M.
Refer bulletin
Power unit No. 4. No. 5.
A-unit !....> B-unit (....)
!....> SET MANUALLY OPEN THROTTLE
Frilly open throttle between 1425
and 1450 R.P.M.
A-unit (....) B-unit '....)
Refer bulletin power unit No. 4 and
No. 5,
Continued on following page
...an entire
"AMUSEMENT PARK
in
one compact unit!
PLAY-YARD attracts
customers,
attention; boosts profits
All in one colorful, compact unit, PLAY-YARD
is your answer for attrocfing families with
children—keeping them coming back! Its capacity
is nearly double that of four kiddyland
rides. It accommodates over 100 children at a
time. Yet PLAY-YARD requires an areo of only
27x33 feet!
Designed for safety and long life, PLAY-YARD
includes a carousel, trains, rocket ships, cars,
'woman in the shoe" playhouse, slides, sandbox
or woding pool, built-in toys and hobby horses.
Plus two brilliant Fiberglas canopies and benches
for watchful parents. Plus a flasherette on o
flagpole to help bring traffic into your drive-in.
For safety's sake, nothing is overlooked. And
all materials will withstand years of hard use
and the elements. Write today for full li^formation
on how PLAY -Y ARD con help you earn more
profits.
PLAY-YARDS ORIGINAL CORP.
Costile, N. Y.
Avon, N. Y.
HYocinth 3-64S3
Avon 7211
Spring Tuneup for Miniature Trains
CHECK
1....) CHECK BATTERY
Clean terminals.
test cell cell cell
A-unit ID

. HOBBYHORSE
• GUOER
, CUMBA.
-
BURKE
PIAYGROUND EQUIPMENT
Complete line of playground,
home, playschool play devices.
BURKE
EXCIUSIVES Write for
speciol litcrolure cat-
, I- . L I
"'"B' P"" '"' ^°°^-
1^m\
THE J. E. BURKE
PLAYGROUND EQUIPMENT CO.
factories at
FOND OU lAC, WISCONSIN
BOX 9(6, NEW BRUNSWICK, N. i.
Dept.
NEW SPEAKERS FOR OLD!
At Slightly Mere Than Recone Cost
Send us your old speaker frames
We will return to you factory-new..
JENSEN
Weather-MASTER
Replacement Speakers
3V2
N
on

Drive-In
Play Equipment
Can Be Installed for
A Small
Investment
Playgrounds and swimming pools are twin
playmates that are providing more fun and
revenue at drive-in theatres, says Norman
O. Miller, vice-president of American Playground
Device Co.
That swings, slides, diving boards and
other recreational equipment attract additional
patrons, is a well known fact. Conveniently
located near the concessions
stand, these play facilities promote hunger
and thirst, and boom the sales of hotdogs,
popcom and pop.
SUGGESTED
EQUIPMENT
"A playground apparatus area need not
be expensive, but it can pay good dividends,"
Miller said. "For the average-size
drive-in. our company has made many installations
costing only several hundred
dollars. In such a setup there could be an
all-steel slide, castle walk, merry-go-round,
see-saw set and two swing sets, one of
which would be equipped with chair-type
nursery seats for the smaller tots.
"Swimming pools have been installed by
some of the larger drive-in theatres. It's
important that the praol have the proper
accessories. Conventional equipment is the
one-meter diving unit. It should be constructed
of 1%-inch tested steel pipe, with
the frame locked rigidly together by certified
malleable fittings."
Proper selection of diving boards will
greatly reduce maintenance expense. A
type which gives years of good service is
the regulation Douglas fir board of solid
laminated construction, according to Miller.
For pools where boards are subjected
to heavy use and abuse, he recommends
the American approved Lifetime aluminum
diving board. Developed by the one-time
national diving champion, Jim Patterson
of Ohio State University, this board eliminates
the broken board problem, increases
patronage and is said to pay for itself
within just a few seasons.
WATER SLIDES FOR POOLS
All-steel water slides are good attractions
at swimming pools. The chutes are
perfectly pitched for discharging bathers
into water depths of three and one-half to
four feet at a thrilling, yet completely safe
speed.
Picnicking facilities are also being provided
at some drive-ins to induce families
to come early and enjoy an outdoor meal.
The American heavy-duty picnic table is
ruggedly built with all-steel frames of
l^s-inch new, tested steel pipe, locked together
by heavy certified malleable fittings.
The table is eight feet long and accommodates
12 persons. Park benches also
can be conveniently placed near the playground
area so that parents may watch
their children at play.
Sensational New
Ballantyne
Series
Dub'l-Cone Speakers
ECONOMY and TOP PERFORMANCE
New Permanently Fixed Magnet!
New Ballantyne "Z" Series speakers with drop-in
outer cone are the answer to famous Dub'l-Cone
sound at an amazingly low price. Plenty of other
features, too —
plug-in terminals permit simplified
post servicing — two screws to loosen, repair or
replace without special tools — no soldering, no
glue, and in a matter of seconds. Die-cast aluminum
case with reinforced speaker grill. Available
with optional aluminum screen guard.
New BTIB Series
Single Cone Speakers
with new 1.47 oz.
Fixed Magnet
Here's economy overflowing with quality at the
lowest price ever for so much. Housed in die-cast
aluminum case. Speaker grill is heavily reinforced.
Calibrated air chamber results in fidelity of range.
Response exceeds that of many more expensive
speakers. Plug-in connectors for simplified 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 have the new permanently fixed magnet. "A" and "Q"
Series are famous, full-sized Dubl-Cones — the last word
n sound and durability. "£" Series is a single cone in a
full-size case.
Amplification
for any Size Theatre
MX, RX and KX systems.
Designed and engineered
exclusively for drive-ins.
Not an adaptation. Plenty
of surplus power for ample
volume a lot longer.
'^fiallanti/twf^
1712 Jackson St.
oiupony.
Omaha 2, Nebraska
Projectors
Projector Bases
Rectifiers
Generators
Arc Lamps
Soundheads
BOXOFFICE April 7, 1958 19

. . . show
STOP SHORTAGES AT
THE BOXOFFICE
by installing EPRAD'S Car-Counting
and Boxoifice Accounting System!
Here's a practical, foolproof, and
economical system of Boxoffice Accounting
at about a tenth the price
of expensive sets. This system is built
up in sections; yet it will, in one
count transactions
cabinet: count cars . . .
. . totalize car . count (key
reset) . . . totalize transaction count
actual cars in theatre (subtracts
cars leaving, adds cars entering).
MOTOR GENERATOR SET
This new and improved EPRAD Motor
Generator is QUIET! Completely selfcontained
with
ballast and starter
(nothing else to
b u y). Designed
for
specifically
m t i n-picture
use. Slow speed
(1,750 R. P. M.).
Dependable, Trouble-free. Long-lived.
Control panel has ammeter, volt meter,
and start-stop switch.
See Your Favorite Theatre Supply Dealer!
FOR COMPLETE INFORMATION, WRITE:
ELECIilCIl PIIIICIS ICSUICI
1206 CHERRY ST. TOLEDO 4, OHIO
NEW MODERN
AMUSEMENT EQUIPMENT
Write today for
Kiddie Rides
Adult Rides
Miniature Trains
Roller Coasters
Ferris Wheels
Merry-Go-Rounds
Shooting Galleries
Fun Houses
complete catalog.
30 USED RIDES ON HAND
KING AMUSEMENT CO..
INC.
p. O. Box 308, Dept. A. Mt. Clemens, Mich.
TIPS...
. . . ON
PLAYGROUND
MANAGEMENT
• Experience ha-s proved that out of 15
playground ride.s. five will be very popular.
The kid.s ride the other ten just for the
sake of going on something.
Some
• Playgrounds must be supervised.
cxliibitors use more ushers in the playground
than in the field. College students
home for summer or high school seniors
can manage the playground, although some
cxliibitors prefer married men with children.
A well-organized and supervised
playground will be better patronized.
• If properly operated the playground
will get the crowd out early and produce
from 20 to 40 cents per person at the concessions.
USED EQUIPMENT EXPENSIVE
• Don't buy used equipment. One exhibitor
learned this the hard way when he
bought two small kiddie rides from an
old carnival a number of years ago. It was
an expensive purchase as repairs cost more
than new equipment would have. Since
then he bought a new train which holds 60
people and has had no maintenance expense
at all.
• A train is the most popular ride you
can have, as it will empty all the other
rides, if that's all the kids you have, even
the merry-go-round, says a drive-in theatreman.
• Most drive-ins do not charge for rides,
but some believe that tickets given out at
the boxoffice would make the playground
more appreciated and assure every child a
chance at the rides.
WHAT SIZE
PLAYGROUND?
• There seems to be no rule of thumb for
the size of a playground based on car capacity,
but the allocation of space should
be generous. An 1,800-car theatre has an
80xl20-foot playground. Another, the Century
110 on Long Island, with 2,800-car
capacity opened last year with an 80x100-
foot playground in front of the concessions
building and found it could not take care
of the children. It has been enlarged to
80x212 feet and a miniature train and a
40-foot merry-go-round added. So popular
is the playground that the theatre has to
open at 5:45.
The theory seems to be that an exhibitor
should operate on the same formula as
when he installs 2,000 speakers. Patrons
won't use all of them every night, but when
you need them, or when you need a large
playground you want to have them.
• More thought should be given to playground
safety, for there are accidents in
spite of supervision. The accident rate is
now too high for insurance coverage. Separate
grounds for older and younger children
is one an.swer. Safety devices, such
as safety .seats for swings, should be installed.
Rides for children over 12 should
not be installed, and a sign denying admission
to children over 12 will help. The
mechanical equipment mu.st be safe and
the play area itself safe. Rough gravel .surface
is very dangerous. Plain old river sand
is fine.
• Most playgrounds are still located in
front of the screen tower, but space is
limited. Some exhibitors fence it with
chain link and lock it at the beginning of
the show.
SOMETHING FOR THE PARENTS
• It's a good idea to have something of
interest to the parents that they can talk
to the kids about. Sam Gillette of Salt
Lake City kept five to ten chinchillas in
squirrel cages where they played with
treadmills and tree branches. Chinchillas
cost $1,000 a pair, but there are culls from
the herd that can be bought for about $25
or $30 a pair, and they cannot be told by
looks. Cages cost $40 or $50. There is no
smell to chinchillas, but they have to have
a dust bath every day. If cages are kept
clean they will keep healthy. Gillette found
the little animals brought the families out
two hours early.
Six, Sure Attendance Boosters
According to Bert Nathan of Bert Nathan
Enterprises, there are six sure ways to
increase attendance: 1. AU night shows,
four or five features, this will really increase
business at the concessions; 2. Fireworks
for the 4th of July really do business;
3. Horror shows are the greatest thing
in the world, but don't overdo them; 4. Buck
nights help concessions; 5. First 100 cars
in for nothing. They'll get there at 7, the
show goes on at 9, they'll eat in the meantime;
6. Carload passes, flood the town
with free passes when opening a drive-in
to get it off to a good start.
20 The MODERN THEATRE SECTION

—
. . you
Appeal of
Kiddyland Rides
Varies With Child's
Age,
A Factor in
Selection
Drive-in exhibitors planning to install a
kiddyland or to add to present equipment
may be in a quandary as to just what to
buy. The following advice should prove
helpful. It is reprinted from "Kiddylands
A Business With a Future," published by
Allan Herschell Co.. Inc.
• In judging rides, a prospective buyer
should understand the ages to which rides
appeal.
• Generally speaking, the round, flat rides
(auto. boat, tank, etc.) appeal to children
from two through seven because their
action is gentle and they have great interest.
• Children from seven through 12 have not
entirely outgrown these rides and will go
on them. However, the greatest desires of
children seven to 12 are to ride roller
ponies, hand cars, and others
coasters, live
with greater action than the round, flat
rides.
• A ride like the Sky Fighter spans both
age groups.
TRAIN APPEALS TO ALL
• Trains also have wide appeal. If a train
has a long, interesting track, adults, as
well as children of all ages, like to ride.
• Merry-go-rounds attract all ages. However,
very small children, who prefer rides
cut down to their size, like kiddie merrygo-rounds.
Yet we do not advise buying a
kiddy merry-go-round until you own a
regular-size one.
• Boys and girls over nine develop a yen
for grown-up thrill rides which are known
in the trade as major rides like the Twister.
Scrambler. Tilt - a - Whirl. Caterpillar,
Round-Up. Pretzel. Bug, Dodge 'em, Octopus,
Moon Rocket. Looper, and large
ferris wheel. These rides are a great addition
to any amusement park and they
can be added to amuse the older kids.
However, kiddyland experts believe they
should not be placed in the area where the
kiddy rides are located. Major rides such
as these are likely to frighten small childi-en
and thus conflict with kid rides.
PROJECTION and
SOUND SYSTEMS
the drive-in investment
that pays off...
today and tontorrow !
Simplex projection and sound systems are proven and
accepted as the finest in the world. Their design includes
many exclusive features that are years ahead of the field.
And when you buy Simplex equipment, you have the
assurance that your drive-in will have up-to-date equipment,
not just today, but for years to come. Your invesimenl
is protected.
Today .
can purchase Simplex equipment—and
all other drive-in needs — through a National Theatre
Supply financing plan expressly designed to fit your budget.
This plan eliminates the need to go to an institution outside
the field for financial aid. It saves you time, trouble and
money. It simplifies the process of equipment purchases
and places your investment on a sound financial basis.
If you're planning to build or modernize a drive-in . . .
call your National representative. Check the many ways
he can assist you in selecting the best equipment and in
arranging favorable financing. It's an investment that will
pay off . . . today and tomorrow!
SEND FOR FREE
BOOKLET - Nationoi
Theatre Supply's "Let's Build a Drive-in" discusses
every aspect of Drlve-in planning from selecting a
site to equipping a kiddieland. Its 16 fact-filled
pages include mony cost-saving suggestions as well
as pitfalls to be ovoided.
Youngsters Bring the Adults
The playground is a potent draw both
for the boxoffice and the concessions at the
drive-in theatre, according to Phil Lowe.
Theatre Candy Co., Inc. Promotion of the
playground gets the youngsters in, and
they bring the adults. Where playgrounds
have been moved from the screen area to
be near the concessions it has proved profitable
and also economical as the playground
and concessions employes can double in
service according to the needs of the patrons.
IM/^TIONAL.
[
THEATRE S«_IF*I=I_V
NATIONAL THEATRE SUPPLY COMPANY • 92 GOLD STREET, NEW YORK, NY.
BOXOFFICE April 7, 1958 21

I
m"
Three good
reasons why
fountain owners
choose
do
SINGLE SOURCE OF SUPPLY
FOR BOTH ROYAL CROWN COLA
AND POPULAR NEHI FLAVORS
You can reduce paper work to a minimum and
save time when you order from your Royal
Crown Cola-Nehi bottler — the one bottler who
can supply you with nationally advertised
brands of syrups in every flavor you need.
MODERN DISPENSERS-
FULLY TESTED AND APPROVED
Modern Royal Crown Cola and Nehi dispensers
are also available to you from your
local Royal Crown Cola -Nehi bottler — the
same supplier from whom you get popular
Royal Crown Cola and Nehi syrups.
LOCAL SERVICE
ON SYRUPS AND EQUIPMENT
Local service means —
. . . fresher products.
. . . lower inventories.
. . . local promotions to spark sales.
... a minimum of costly delays due
to equipment failure.
Buy locally and save!
oovAl CROWN COLA AND NEHI SYRUPS
YES, ROYAL CROWIn ^
DETAILS
^ -";rrroc:°.?::o;n.o«w.«...
NEHI CORPORATION
COLUMBUS, GEORGIA
22
The MODERN THEATRE SECTION

IcAM
WANT TO HIT SALES JACKPOT?
Every Idea Is
a Winner in This Bulging Grab Bag
Of Concessions Merchandising Nuggets Mined
From the Rich Field of Actual Experience
TO HAVE A GOOD concessions
operation
it is important to pay higher wages for
better-trained employes who are qualified
to do a more effective job of selling; to provide
adequate help behind the stand to take
care of customers so that maximum volume
per patron is obtained; to motivate sales
employes with incentive contests and
prizes; and to pay more for well-designed,
point-of-purchase displays which will last
longer, look better and help sell more.
THEATRES THAT DO not keep pace with
progress are destined to lose concessions
sales, for equipment firms now offer a complete
line of eye-catching, well-designed
food service equipment that stimulates
maximum sales.
REPEAT SALES DEPEND upon fair treatment
of patrons, and overpricing is no
way to get them. Sales sights should be
kept on long-range planning and keeping
patrons satisfied with price and quality.
TEN YEARS AGO an eastern circuit added
20-cent drinks in its concessions stands.
These were in a 14-oz. cup. A year ago it
added a 24-oz. size for 30 cents in its own
imprinted cup. As a result, using a 7-oz.
cup for 10 cents, 14-oz. cup for 20 cents
and the 24-oz cup for 30 cents, the 20-cent
sales went up 50 per cent and the circuit
was ahead 10 per cent on total drink sales.
VARIETY LEADS TO more sales as well as
public favor. New, frozen or prepared foods
make it possible to offer more variety. They
also enable drive-in operators to give extra
quality, for in a sense they employ the service
of skilled chefs, dieticians, food and
drug chemists, etc., when they use these
prepared foods, which in most cases are
ready for final preparation even by unskilled
labor. Such foods, which are prepared
in portions, offer perfect control.
/ ; * ' Iwi",
J^
1
TMi» euToooa)
CAT Ova CAKft
AMD (bEc&usL Tua.
iPUOVlOE-S MOVIE. ENJOVK/I6SJT
\ALLYEAR LONG Tue. TtMOeii'
'^iXUQE. IN TUIS %£AJ"1FULI_
CONICE-SSIOM FbU'l-OH^G IS
ruEQMOSTATICa.L.1-^ COMTQOLLLO
I
bOWLINC
TO ASSUQE. VOU THE. SAN/IE. COM-
FOQT VOU WOULD EXPECT IM M
vouQ owM uoME- IM ANY SEASON '
The big, air-conditioned concessions stand with delicious
foods and fast service comes in for a big play
in advertising done by the Bowline Drive-In Theatre,
Decatur, Ala. Promotion such as this does much to
create new patrons and welcome old ones to return.
EXPERIENCED CONCESSIONAIRES say you
can change your food costs faster by em-
Continued on following page
COLOR IN A CONCESSIONS stand does
much to make patrons hungry and thirsty.
This is the belief of an exhibitor who obtains
the color with floating balloons,
snazzy display cards and heaps of merchandise.
He says that detailed attention
to display often makes a person buy four
or five more items than he really wanted.
He uses heaping baskets, flowers and clever
gimmicks on colorful cards to get across the
power of suggestion.
FLAKED OR CHIPPED ice should be used
with all drinks, whether carbonated or still,
is the recommendation of a syrup manufacturer.
An ounce of flaked ice replaces
an ounce of liquid and the ice keeps the
drink cool and helps keep the carbonation
in the cup until the purchaser reaches his
car or his seat. Ice has appetite appeal,
too. Crushed ice is better than cubed as
the latter is too bulky.
This powerful popcorn promotion at the concessions stand of the Granada Theatre, Kansas City, Kos , shows
what can happen when an alert manager makes use of available information. Charles W. Barnes jr.,
read the "Profits From Popcorn" column in the Aug. 3, /957, issue of BOXOFFICE-Modern Theatre, which
presented the nutritional values of popcorn and other foods as token from the U. 5 Department of Agriculture
Handbook. Then he went to work and produced this effective backbar display.
BOXOFFICE AprU 7, 1958 23

i
WANT TO HIT SALES JACKPOT ?
Continued from
preceding page
phasizing what you sell rather than concentrating
on buying. Sometimes items
should be eliminated, but emphasize those
you do handle. For example, the pizza oven
belongs out front where the customers can
see it.
WHILE FRENCH FRIES arc admittedly not
a big profit item, exhibitors believe that
as long as patrons put them into one of
the top categories, theatres will have to
sell them regardless of cost. A good idea is
to place the deep fryers and pizza oven so
that one man can handle them both.
TRAILERS ARE essential in putting over a
new product. Don't run the same trailer
week after week, but pull it off and you'll
notice a difference in sales. Trailers on
new items should be alternated with other
trailers.
BAD FOOD CAN liui't the boxoffice; if
playing day and date, reputation for good
food will get people into youi' theatre.
MAKE THE MOST of your concessions personnel.
Have brainstorms or discussions
with managers to get their ideas. The man
who runs the theatre knows more than
the man behind the desk.
WANT A CHECK ON your gross profit?
One profitable theatre tui'ned up these figures:
candy, 9 per cent; pies, 11 per cent;
drinks (including coffee) , 40 per cent; food,
37 per cent, and snowcones, 3 per cent.
AN ENTERPRISING circuit concessions
manager introduced a 12-oz. cup of coffee
.selling at 20 cents which went over well.
It was promoted with the coffee people's
money and both profited.
ONE EASTERN CIRCUIT has the butterserver
out on the counter where the patron
can serve himself. It was envisioned that
the patrons would use up to 12 squirts, but
they don't. It works out all right.
HOW DO YOU handle concessions sales
to employes? One circuit issues coupons to
employes for potatoes, hot dog, cold or hot
drink. They are picked up by the manager
at close of the last show.
AROUND 30 PER CENT of sales in drive-ins
are in hot foods. Deep fat items have many
favorable points of comparison and are
ready in two to eight minutes.
BUYING HABITS of the public should serve
to influence decisions as to what to buy
for the refreshment stand. For example,
candy bars are asked for by brand names.
On the other hand cello items are asked for
by selection of the item, such as jelly beans.
orange slices, Boston beans, etc. Knowing
this can be a factor in economical buying.
YOU CAN DOUBLE yi"' sale.-? with a pleasant,
personable, well-mannered concessions
saleslady; conversely, you can scare patrons
away with an ill-tempered, sloppy, disinterested
order-taker, and it takes .some selling
to gel them back.
PLACEMENT AND DISPLAY of concessions
items play a vital pari in sales. Everything
po.ssible should be put on the front of the
counter. Items should be varied, changed
in location (except for fixed equipment
and changed again. It's worth the work.
THE GREATEST PUSH on sales can be
achieved for noncarbonated drinks by the
use of bubblers and cascaders.
EXPERIENCED CONCESSIONAIRES are convinced
that no theatre should be without
an automatic ice machine, whether 200 or
2.000-car capacity. It's an expensive piece
of equipment and requires maintenance,
but an absolute necessity for preservation
of food and serving of cold drinks and snow
cones.
SOME DRIVE-IN EXHIBITORS believe that
the crinkle-cut potatoes are best because
they present more frying service for Fi-ench
fries.
IN THE NEW YORK area, in Spanish and
Puerto Rican houses, sliced, fried green
bananas called plantinas have appeared in
Menu to Each Car Increases
Purchases at
Concessions
The manager, 'Wally Kemp, of the Grand
Island (Neb.) Drive-In Theatre does a
simple thing which gets him extra business.
Every person entering the drive-in
gets a menu herald which lists all the items
in the concessions stand. The herald is
numbered, and a drawing during the concessions
break awards five numbers free
items from the concessions stand—each
winner receiving a hot dog, a box of corn
and a cold drink. Imagine how many
people examine this menu, and then develop
a desire for certain concessions items.
In addition, a weekly program is handed
to each car, so that patrons have a chance
to look coming programs over and decide
on something in the future which they
would like to see.
Kemp says he reasons this way: "I want
to hand them enough material so that they
what I've
just can't help but be aware of
got to sell—both in the concessions stand
and coming on the screen."
This is a simple thing to do. He even sells
merchants ads on these items so that they
cost him little. Have you ever tried this
idea with your patrons?
—Commonwealth
Messenger.
A great variety of display material is available to
theatres from the Popcorn Institute at cost price.
Some kits are priced as low as 50 cents, making it
possible for every theatreman to use them. Shown
here are three point-of -purchase signs.
the concessions, as well as fried bacon
rind. They are favorites with this type of
patron and help the sale of drinks.
A LOT DEPENDS on the picture, as to what
will sell in an indoor house. For example,
one conventional exhibitor's experience has
shown there's nothing that can't be sold in
an indoor house, even pizza, with a picture
like "Teenage Werewolf."
A LEADING CIRCUIT found that the concessions
operation was proving unprofitable
in two of its art houses showing foreign
films because the labor cost proved
higher than the gross. The solution was to
change over to complete automatic vending
machine service for candy, cigarets, mints
and drinks.
CONVENTIONAL THEATRE owners who
have tried them out believe that other indoor
operators are missing a bet if they
do not serve snow cones. The "drip" problem
is easily solved with a small straw, and
there is a terrific profit in a six-oz, cone
for ten cents.
THE MAJORITY of theatres are selling
potato chips, for which there is a tremendous
demand, and have found that they
do not cut into the sale of popcorn but do
help the sale of drinks.
ONE CONCESSIONAIRE has reported that
he finds a prepared chili sauce added to a
hot dog adds five cents to his unit sales
and is cheaper than furnishing mustard,
catsup and other condiments.
CONCESSIONS IN any theatre have become
an important factor in the com-
Continued on page 26
24 The MODERN THEATRE SECTION

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during intermissions!
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BOXOFFICE April 7, 1958
25

WANT TO HIT SALES JACKPOT ?
Continutd from page 24
munity. FV)r years theatres have been selling
gift books and concessions could benefit
in future sales by selling gift books for
candy purchases, say. $6 worth of candy
for $5. One theatre tried this with amazingly
good results. Many parents purchased
books for gifts at birthdays and
Christmas. A circuit sells books of tickets
redeemable at the concessions at 10 per
cent discount.
MANY OF THE CANDY bar manufacturers
will provide posters to put up in schools.
libraries and the theatre stands promoting
candy as a good food and telling what is in
it. This helps to build demand.
IT'S A GOOD IDEA to spend 20 minutes
in a supermarket studying tlie animated,
revolving attention-getters which are great
self-merchandisers. Note that one item is
pushed at a time. In drive-ins the impact
should be on one item at a time with these
sales stimulators, but they will bring plus
sales of other items. Test runs in supermarkets
have shown this to be true.
HOW LONG SHOULD a display be kept up
before it loses its effectiveness? Supermarkets
change every three weeks; otherwise
the display becomes a fixture,
ever, if it's still selling, leave it up.
How-
ONE EASTERN CIRCUIT was popping corn
in all theatres, but decided the product was
inconsistent because of labor which used
varying amounts of oil. salt, etc. Tlie circuit
turned to prepwpped and is convinced
that it is giving customers better corn. The
profit may be a little less, but the overall
product is better and there is less waste it
is believed. Problem of keeping entire supply
of corn hot in the warmers was solved
by a thermostat and sales increased amazingly.
STRAIGHT CONCESSIONS lines in the drivein
theatre are good only for two lanes.
Above that, there should be converging
lanes so that attendants can get to central
cooking equipment. Othei-wise there will
be a tremendous labor problem and slower
service. The equipment should be flexible
for items handled and those still to come.
Tiend is to electric cooking equipment for
fast recovery.
STOCK
HOLLYWOOD'S
Big, Balanced Line
FOR TOP SALES
IN CANDY BARS-TOP PROFITS, TOO!
TO SERVE THE best hot chocolate, the
unit should be an agitating machine.
IN SERVING EQUIPMENT the biggest trend
is to self-service warmers with signs on top,
and to overhead heat in sale of buttercom.
It is possible to sell buttercorn in drive-ins
with four or five lanes with this overhead
warmer using only one butterserver.
A MOBILE CAR, motor-driven, has been
found useful for drive-ins with inadequate
concessions stands as it enables them to
get a fringe revenue which sometimes is as
much as 25 per cent of the entire gross.
BOTH INDOOR AND drive-in theatres
have found it a good practice to offer the
Continued on page 28
Pickles, From King to Midget
The pickle story has been told before, but
n era's a complete line of top-quality bars in the
here's the tale of Robert BriU, manager of
10^' class ... the big, balanced line to satisfy every
the Princess Theatre in Milwaukee, who
stocks four sizes, from king to midget.
taste. No matter where you display them (in candy
He said he purchased one bottle of the
cose or vending machine) these famous Hollyv*/ood
delicacies to offer at the theatre just to
bars are top sellers, priced to give you a margin
give patrons a laugh at "such foolishness."
"I really intended to take 'em home anyway,"
smiled Brill. At any rate, just for a
that assures top profits, too. Many bars also
available in the 5'^ class. Investigate!
lark, he took the bottle out of the "icebox,"
rammed a stick in one and held it up calling
out: "Who's next for a frozen kosher
dill pickle on a stick?"
^oi
To his surprise, he related, "I sold out in
MAKERS Of / The Balanced Line of "Best Sellers' ten minutes! The jumbos at 15 cents;
large, 13 cents; regulars, 10 cents, and the
0//UU/00u CAHDY DIVISION
midgets, 5 cents. I now stock 'em," he
added. One solid row of bottles!
HOLLYWOOD BRANDS. INC. - CENTR All A, ILLINOIS Even has some of his patrons asking lor
a pickle on a strawberry sundae at 40 cents
per copy.
26 The MODERN THEATRE SECTION

^:i 1
DISPENSER AND SYRUP
Regular Price of Dispenser ^379.00
Regular Value of 24 Gallons of Syrup 56,40
Total Value *435.40
SPECIAL OFFER PRICE . . . ^299.00
YOU SAVE . . '136.40
The 24 gallons of Oronge-CRUSH Syrup
at 104 a drink bring you $307.00
THE SPECIAL OFFER MORE
THAN PAYS FOR ITSELF!
SPECIFICATIONS:
Capacity
12 Gallons
Size Base 18" dia. 30" high
Unit (Refrigeration) Vi Horsepower
Electrical 115 Volt, 60 Cycle
• CASH OFFER ONLY- CHECK MUST
ACCOMPANY ORDER!
• ACT QUICKLY! THIS OFFER IS GOOD
ONLY UNTIL MAY ISth!
Orange CRUSH Company
SPECIAL
OFfER
ORDER
FORM

,
IN
WANT TO HIT SALES JACKPOT?
Continued from page 26
big drink at 20 or 30 cents at the refreshment
counter, and the smaller, ten-cent
drink in the automatic vendor. Some liave
found it helpful to sales to sell the big
drink in a plastic cup which the patron
can take home.
SOME DRIVE-INS lii»ve found that patrons
appreciate hearing hi-fi records during the
intermission instead of a clock trailer.
VARIETY IN PACKAGING is important in
the sale of popcorn, particularly to children
and teenagers. A bag should suffice for
the ten-cent purchase, but more than one
type of box can be used for the 15 to 25-
cent sales. There is also glamor appeal in
an aluminum bag which can be .sold for
ton cent.s. Some theatre.s have had success
with a huge polyethylene bag seDing
for as much a-s 75 cents which can later be
used for storing vegetables in the home refrigerator.
BUTTERCORN HAS BECOME important
througliout the country. It i.s usually
served in a cup for 15 cents, a family-size
box for 25 cents, and sometimes in bags up
to 25 cents. The 25-cent package of buttercorn
sells successfully mostly in drive-
ins, and its acceptance depends more upon
the section of the country and the theatre
than on the price iUself.
MANAGERS WHO WILL promote kid show.s,
st'Uiim the theatre to a spon.sor for $100 to
$150, should be rewarded with bonuses by
circuits and owners, for such promotions
usually result in taking in a like amount at
the concessions. With admission free the
kids have more money to spend for popcorn,
candy, soft drinks and other refreshment
items at the stand.
IT IS IMPORTANT, once patrons have been
introduced to new items and induced to
buy more of all concessions items, to keep
up the activities of salespeople. Personnel
must be educated. Further, since the salary
bracket of concessions people presents
a problem, because theatre management
can't increase the salaries, an incentive program
will increase sales.
Point-of-Purchase Displays
-^
DOS (SQfcfe"'
rjfO0C/il t^ff^
AND DO IT AT A FRACTION
OF YOUR PRESENT COSTS
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In the nation's famous eating places and
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• As much as 65*o savings on bottled flovors. 96*'o savings on club soda.
• Choice of models to serve 2, 3 or 4 high carbonated flavors plus jet and normal
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• Uniform coldness and perfect proportions of beverages, automatically
1
i
Old Colony Tropical Punch and hot buttered popcorn
ore the natural companion products linked in
a campaign nationally promoted by the Orange-
CRUSH Co. Theatre sales of the two products are
being stimulated by the above pictured Punchy the
parrot mobile in red, blue, green, yellow and brown.
While two of the three pieces in the picture create
interest in the drink, two easel cards that come
with the mobile provide the popcorn reminders.
On one. Punchy says, "Sip and munch hot buttered
popcorn and Tropical Punch." The other easel
card is the cup and fruit element of the Tropical
Punch mobile.
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''BARBECUE BONANZA"
Get The Facts From
Your Distributor Today
28 The MODERN THEATRE SECTION

Our own branch office
in your area gives you
fast, dependable

chuckled, "by firing Explorer I into orbit
on the night before our testing began."
The cost of the buttons is $4.50 per
thousand, available from the Green Duck
Metal Stamping Co. The helmets were paid
for by the individual theatres at $1.50 each.
Pepsi-Cola and Theatre Confections absorbed
the balance of the cost.
Pepsi-Cola derives its benefit from the
promotion entirely from the sale of additional
syrup; each theatre benefits both
from increased admissions and a sharp
rise in theatre concessions sales.
Although previously planned, Theatre Confections, Ltd., happily launched its outer space promotion the
day after Explorer I shot into orbit. This display was furnished to each theatre participating.
SPUTNIK BUnONS ORBIT SALES
OF DRINKS TO NEW HEIGHTS
By PHIL HANNUM
For six weeks after February 1,
the happiest youngsters in Toronto each
Saturday afternoon were the 12 winners of
satellite space helmets in a Pepsi-Cola
Sputnik Button Promotion being tested by
Theatre Confections, Ltd.. prior to launching
it on a coast-to-coast basis. Twelve
Famous Players and B&F theatres in Toronto
served as test situations, each giving
away a space helmet each Saturday matinee
during the six-week period.
'"It is our opinion that it is one of the
best promotions we have ever had," J. J.
Fitzgibbons jr.. president of Theatre Confections,
Ltd., declared. "Not only do the
kids go after Pepsi-Cola for the buttons.
but the parents buy Pepsi-Cola for the purpose
of turning the buttons over to their
children, who are making a collection."
For the kickoff Saturday, Febi-uary 1,
each of the dozen Toronto test theatres
was supplied with a plastic bag containing
1,000 Sputnik buttons, a Sputnik button
concessions display card and one of the
space helmets decorated with 12 Sputnik
buttons and an assortment of antennae
necessary to the well-dressed spaceboy or
girl. One Sputnik button was given out by
concessions attendants to each buyer of a
small Pepsi-Cola cup, two buttons to a purchaser
of a large one. This was a giveaway
the youngsters loved and sales of the beverage
soared in all twelve theatres.
The space helmet giveaway during the
Saturday matinee was worked in two ways.
In some theatres, a Pepsi-Cola container
cup had been marked with a star prior to
the start of the afternoon drink sales. The
youngster who had bought a Pepsi served
in the starred cup received the helmet. In
most of the 12 theatres, however, the manager,
on the stage, turned his back to the
audience and commanded an usher to start
walking down an aisle. Then the usher
was told to stop where he was, face right
or left and count in two or three seats of
the row he was nearest. The boy or girl
occupying the seat where- the count stopped
received the space helmet.
"The U. S. obligingly helped cm- Toronto
promotion off to a good start," Fitzgibbons
NAC Midwest Regional Clinic
Slated for May 5 in Chicago
Ideas for operating concessions in both
indoor and outdoor theatres will be the
major attraction at the annual midwestem
regional conference of the National Ass'n
of Concessionaires, Monday, May 5. at
Hotel Sherman, Chicago.
The single-day clinic coincides with the
opening date of the five-day National Restaurant
Show at Navy Pier. NAC members
thus will be able to view displays of new
food and beverage service equipment in
addition to picking up profitable concessions
operating plans and practices at their
own meeting.
Eleven more firms, including one in Canada,
became members of the National Ass'n
of Concessionaires in the first two months
of this year, according to Philip L. Lowe,
Lowe Concessions, Inc., general membership
chairman.
The new Canadian member is R. E.
Stone, Trail Memorial Centre, Trail, B.C.
U. S. firms joining the association are
Maui-ice Glockner, Automatic Canteen Co.
of America, Chicago; J. C. Kennedy, Kennedy
Theatres, Akron, Iowa; Joe Kucler,
Kucler Concessions. Sioux Falls, S. D.; S. H.
Bakarich. Lone Star Theatres, Inc., Dallas;
V. W. Murphy, Murphy-Nace Enterprises,
Phoenix; Floyd Bennett, Tarkio Popcorn
Co., Tarkio, Mo.; James V. Blevins, Blevins
Popcorn Co., Popcorn Village, Nasliville;
Robert E. Freed, Lagoon Corp., Salt Lake
City; Anthony J. FiUti, Delco Quality
Foods, Philadelphia, and H. J. Foster, National
Vendors, Inc., St. Louis.
Big Candy Year Ahead
Theatre candy counters are headed for
another big year. Victor H. Gies, chairman
of the National Confectioners' Ass'n,
has predicted that national sales and consumption
of candy this year should exceed
the record figures of last year by 3 to 5
per cent. More than 3,000.000,000 pounds of
candy were sold and consumed in the U. S.
last year. That figui'ed out at 17% pounds
per capita.
A Pepsi toast to a happy winner of a space helmet
at the Parliament Theatre, Toronto, Canada. That's
Art Graver, manager, in the background. The theatre
is a B&F house.
Outdoor theatre owners should begin
promotion as soon as construction begins.
One of the most effective ways to get the
public interested in the project is a contest
to select a name for the new drive-in.
30 The MODERN THEATRE SECTION

Everywhere they GO people bring their thirst for
CANADA DRY with them
their pleasure can be your profit!
Canada Dry is
the onhj national
quality brand with a
flavor for every taste . . .
your patrons can get them
in a multi-drink cup machine.
Canada Dry Ginger Ale,
famous for over 50 years is
the original pale dry, refreshing
ginger drink. NOW
you can serve this same delectable
flavor from a cup
machine . . . it's a profit
maker and sales leader everywhere.
Canada Dry beverage
syrups are available in a
variety of flavors at the lift
of your phone.
There's a Canada Dry
salesman in
your area with
profit sto)'icH that will leave
you pop-eyed.
Call today and ask him.
BOXOFFICE :
: April
7, 1958 31

A Modern Theatre Report to the Industry
HOLD THAT PRICE
SAY CONCESSIONAIRES
Although theatre concessionaires
naturally try to stimulate all the sales they
can, they are not out to gouee the public.
This fact has been established by a survey
of concessionaires and circuit concessions
chiefs in various parts of the country.
In peneral. all are holding the line on
concessions prices, and not cutting down
on sizes or quality, in spite of rising wholesale
costs. An occasional increase on an
item of only a nickel is all that has been
reported. Where this has been necessary it
has not met with adverse reaction.
The men questioned expressed a deep
concern for community acceptance and approval
and a fear that increased prices
would have an adverse affect upon boxoffice.
"The primary function of the motion
picture theatre is to bring mass entertainment
to the public at a reasonable figure
for the whole family," says Van Myers o!
Wometco, Miami. "The concessions business,
it is true, is a very lucrative accessory
business. If we keep on raising the cost ot
motion picture attendance by the family,
LINE
the disparity between staying home and
watching television and going out to a
movie becomes more acute.
"In my opinion, a concessionaire who
raises his prices above a normal markup
is doing a di.s.service to himself and tiie industry.
When people stop coming to the
boxoffice. the concessionaire will have no
one to sell to. It is my opinion that further
advances by a concessionaire will have
an adverse affect upon the boxoffice. We
have not cut down on the size of anything,
and we have not raised concessions prices."
Jim Hoover of Martin Theatres is of the
same opinion. He says:
"We have not increased concessions
prices, nor have we cut down on the size
of hamburgers, hot dogs, popcorn bags or
boxes. We are holding the line and I do
not anticipate any price changes will be
put into effect in the foreseeable
future.
"Most of our theatres are located in small
towns and in the states of Georgia, Florida,
Alabama and Termessee, which means that
the prices charged by us have never been
as high as in the larger cities. Frankly, I
think that we make an excellent margin of
profit on popcorn and drinks; therefore,
we should not do anything that would in
any way give the patrons the slightest rea-
-son to think they are being gouged or taken
advantage of.
"We have always been most interested
in having the people in tlie towns where we
operate regard us as 'part of the community.'
so consequently, we are always
very mindful of goodwill and public acceptance.
Of course, I cannot make the
.statement that our concessions prices will
never be changed; however, I do feel very
strongly that, unless costs increa.se considerably,
present prices should prevail."
MORE TIME ON THEATRE OPERATION
"We should spend more time and thought
and action upon the operation of the theatre
than upon squeezing the last cent out
of the concessions," says Julian Rifkm.
vice-president of the Rifkin circuit. "It
always annoys me that the great preponderance
of time at exhibitor meetings is
spent upon the refreshments, rather than
on enticing the patrons into a theatre and
giving them service after they are in.
"In all good business judgment, I must
admit that with the increase in prices it
would not be gouging to raise our prices
on a few items. However, before I raise
prices, I wall hold the line in a few theatres
to see what the reaction is, as against
where I have raised prices. For the last
two years I have been below the standard
prices for this area on hot dogs, hamburg-
TRADE
ON THI
FAMOUS
NAME
FOR GREATER
CANDY PROFITS!
Famous, fast-moving Helde candies
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NEW YORK 13, N. Y.
As nafionatly adveiiised in:
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FAMILY CIRCLE • BOYS' LIFE • AMERICAN GIRL and TELEVISION
32 The MODERN THEATRE SECTION

eis and popcorn. I have charged 20 cents,
30 cents and 10 cents, respectively, when
the surrounding theatres were charging
five cents more on each item. I have increased
the prices, as stated, in a couple
of theatres, and I must say there has been
absolutely no di.scussion at all from my
customers and, I might add, the quantity
of items sold did not decrease proportionately
to where I had not raised prices.
"It is still my opinion, and instructions
to my managers, that the great majority
of their time be spent in old-fashioned
showmanship, rather than in concerning
themselves about the increase of prices of
food."
Harold Chesler of Theatre Candy Distributing
Co., Salt Lake City, reports:
"Concessions prices will not be increased
this year. We had our raises two years ago
and last year, and we are pretty much
leveled off and consistent. Customer reaction
was not too good two years ago, but
last year we didn't have any particular
complaints, except on ice cream. Taking
a five-cent advertised item to ten cents
did hurt. We solved this by concentrating
on an ice cream sandwich for ten cents
and an ice cream bar for ten cents.
TRY TO SELL
BIG
"We are very much holding the line on
concessions prices. We are not anticipating
any raises, but are trying to get more money
from the customer by selling 'BIG' on
everything—BIG drinks, BIG hamburgers,
BIG hot dogs.
"We haven't cut down on the sizes of
hamburgers or hot dogs, which sell, generally
for 30 cents and 25 cents, respectively.
The major theatres have gone to
15 cents on popcorn with the same size box
or bag. Buttered corn has two prices. The
smaller situations charge 20 cents and the
larger ones, 25 cents."
"We have recently increased our hot dog
price from 20 cents to 25 cents, and the
same on our French fried potatoes," says
Edwin Gage, executive vice-president.
Walter Reade Theatres. "At this point it
is a little early to say, but so far there has
been no adverse customer reaction.
"We are, however, trying not to raise
prices if at all possible, and we are not reducing
the size of any of our items. Although
several other theatremen have been
PRIZES
GALORE
AS NEVER BEFORE
with
L^adtleberru 6
"BARBECUE BONANZA"
Get The Facts
From
Your Distributor Today
raising prices generally, wc are not going
along with .some of these other increa.sps.
and only increasing prices where we find it
ab.solutely
necessary."
Hot dogs have been upped from 15 to 20
cents, and popcorn from 10 to 15 cents in
larger situations operated by Jefferson
Amusement Co., Beaumont. Tex., according
to Mortie Marks, but there has been no
reduction in sizes. There has been no adverse
reaction.
"I would like to hold the price line if at
all possible," says Lee Koken, RKO Theatres.
"We are holding the price line, with
no cut down in size or quality. Our only
increases, and those only in some areas,
have been a shift from 25 to 30 cents for
...use
this
opening
for more sales on
tiie
most profitable
concession* in your
Mound, Joys and .some Mason box candies.
There has been no bad reaction."
A Texas concessionaire reports that popcorn
prices in theatres served by his company
were increased five cents last summer,
going to 15 cents for plain and 25 cents
for buttered, without changing the size of
the container. There were a good many
complaints for two or throe weeks, and
after that practically no complaints. Also,
the theatres did not sell any less unit sales.
No reductions were made in the size of
the portions of any items.
When ice cream was raised from ten to
15 cents there were very few complaints,
because the theatres .switched to a new
product by a different ice cream company.
tuBSttBm i *popcorn of course
To sell more of the item that gives you more profit, pour on Popsit Plus
— America's finest popcorn seasoning. Your popcorn takes on a rich
BUTTER-LIKE FLAVOR, an appetizing aroma that brings customers
back for more — and more!
The difference in cost between Popsit Plus and lesser products is negligible
on any size box of popcorn — but the difference in taste and
eye-appeal is really enormous.
Put Popsit Pius to work for you and notice the big difference in your
profits. Your Popsit Plus distributor will be happy to supply you with
the rest of the details. Call him today!
l^^ crt \
C/yV^
popping specialists to the nation
SIMONIN PHILADELPHIA • 34, PA.

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

"^TH^maiiii II
HI iiMiiiini
I
—
i
Are you interested in
increasing profits?
If your answer is yes, then you must
try
DELL'S PERFECT BLEND seasonings
and flavors.
Watch That Popcorn Kettle!
An Inefficient Popcorn Machine Costs You
Up to $25 Per 100 Lbs. of Raw Corn
. . . and
• PIZZA SEASONING is the newest
and most desired. PIZZA flavored
popcorn is sensational
it's
easy to make with DELL'S PIZZA
SEASONING. Your customers will
love
• DELL'S
it!
RICHBO BRAND SEASONING
(the butter flavored salt) is
another outstanding seasoning.
It's easy to use and saves time
and
money.
DELL'S PERFECT BLEND SEASON-
INGS INCLUDE BAR-B-Q, PIZZA,
CHEESE AND MANY OTHERS
Find more out about all of t/ie sensational
Dell flavors and bases.
Samples will
DELL
be sent on request.
FOODS
SfxecialU&i. Qa.,
Bcloit, Wisconsin
0*tc.
SNOW CONES
By
ED CHRISMAN*
r opcoRN HAS been, and still is,
youi- highest profit concessions item. So
much so, I think, that many times it is
neglected because many theatre owners feel
that popping corn is so simple and the
profits are so large, that only limited attention
is given to this part of your concessions.
It is no news to you that popped corn
rarely ever tastes the same in any two situations.
So often it not only isn't good part
of the time, it isn't good lots of the time.
In my travels around the country, I taste
the popped corn at many theatres and.
frankly, it is not encouraging to see how
corn is sometimes popped and sold. But
it isn't just my opinion because too many
people mention it to us, and too often these
complaints are justified. Naturally, our
friends, knowing we are in the popcorn
industry, never miss an opportunity to tell
us about poor tasting corn.
CORN BETTER THAN EVER
All of us know that today the special
hybrid raw corn is better than ever, and
for the past several years cheaper than
ever. The expansion has been exceptional
and the flavor excellent, with the net results
that you have made more money per
hundred pounds. Popping oils, both coconut
and peanut, are excellent products.
Coloring and other ingredients have been
added to the popping oil and seasoning to
make popped corn look and taste better.
Popcorn machine manufacturers have
spent a substantial amount of money and
effort to improve efficiency and incorporate
special features that will produce a better
product. In the 73 -year history of our company,
we have never made finer equipment
than our machines today.
If all of this is true—and it is true— then
why doesn't every concessions stand sell
good popped com?
rather than the exception,
that an inef/icicnt
popcorn kettle can cost the theatre
from $15 to $25 profit per hundred pounds
of raw corn. This means that a part of the
progress made in hybrid corn is wasted because
it's impossible to obtain full expansion
from raw corn when the kettle is inefficient.
So, profitwise the theatres have
an immediate loss.
But, we are still concerned about taste.
This same inefficient kettle produces a
smaller popped kernel than its normal expansion,
and it's hard—not tender and
crisp. So, the taste is actually affected to
some degree by the efficiency, or inefficiency,
of the popcorn machine kettle.
PROPER OIL RATIO
Next, we want to discuss a factor possibly
just as important as the machine
the popping oil and its ratio to raw corn
something that the majority of theatre
owners never think too much about, except
that oil is the most expensive of ingredients
to pop corn.
We have mentioned the two most popular
oils as coconut oil and peanut oil, but
strongly recommend coconut oil.
Because the heat in the oil pops the corn,
it is of utmost importance that the proper
amount of oil be used. If too little oil is
used, the first popped grains take up most
of the oil and there is not enough left to
properly pop the remaining grains. This
again results in smaller, untasty kernels,
and a loss in dollars and cents. Also, the
greatly increased expansion of raw corn in
recent years makes it more important than
ever to use the proper amount of oil. Our
tests and experiments over the years show
33 ',3 per cent as the best ratio for expansion
and also for taste.
Again, we get back to taste, and 33 Vb
per cent oil ratio will certainly produce the
best tasting popped corn. Not 25 per cent
not 28 per cent—not 30 per cent—but 33 ',3
INCREASE THE PROFIT
percentage of your snack bor with SNOW
36
CONES. Use this Echols Improved Snow Shover
with reserve capacity for "peak" periods.
Polished Aluminum ! !
Attractively ligtited cose ! !
As Sliown $325.00
See your /oca/ dealer or write:
S. T. ECHOLS, inc. Box 612
BISMARCK, MISSOURI
CAN OVERCOME PROBLE/VlS
We realize some of it may result from
the fast turnover of young and inexperienced
personnel, but most of the problems
can be overcome with just a little effort.
As a sidenote, I personally feel many concessions
stands can afford to employ better
than average personnel because the
profits justify it. Also, the increased savings
by better personnel would more than
pay the additional expense.)
It is usually true that equipment loses its
efficiency as it gets older. That's true of
some popping equipment; and it's the rule,
•Director of sales, Cretors. Address gtven at the
combined Stiow-A-Rama of Kansas-Missouri Theotre
Ass'n and Allied Independent Ttieatre Owners in
Kansas City, Mo.
PRIZES GALORE
AS NEVER BEFORE
with
''BARBECUE BONANZA"
Get The Facts From
Your Distributor Today
The MODERN THEATRE SECnON

per cent. This means one part oil to three
parts corn. If your machine has a 12-oz.
kettle, you should use 4 ounces of oil: a 16-
oz. kettle. 5 '3 ounces oil: 18-oz. kettle, 6
ounces of oil, and a 32-oz. kettle. 10 to 11
ounces of oil. I cannot emphasize too
strongly the importance oil has to good
tasting and properly popped corn.
Some may want to know how much seasoning
salt to u.se, and a "rule of the
thumb" is three-fourths ounce to one ounce
per pound of raw corn for the average
taste. Some may prefer more, but it is not
desirable to use too much salt to increase
beverage sales. This will decrease popcorn
sales.
THE HEAT TREATMENT
Another excellent method of improving
the taste and acceptability of corn is dehydration
of the popped kernel; or as we
refer to it circulating heat — which is
standard equipment on our machines. As
you know, popped corn absorbs the moisture
in the air like a sponge which results in a
tough, tasteless product. This is especially
true of drive-in theatres and areas where
the humidity is high. But the right method
of filtering warm air through the popped
corn eliminates this problem, resulting in
a hot, tender, and crisp corn.
May I emphasize this method as an excellent
way to give your customers a better
product and a sure boost to your popcorn
sales. If you are not using circulating
heat in your indoor houses, and especially
the drivc-in theatres, please don't wait
any longer to make the change. You won't
be sorry.
I will briefly touch on several other factors
that are important to popping good
corn:
1. Our tests have shown the best popping
time for a charge of corn is about
2'4 to 2'2 minutes. But never under two
minutes, nor over tliree minutes, as
either extreme will reduce expansion and
affect the taste.
2. Thermostats are merely a safety device—at
least on our machines—and do
not need any ad.justing. The thermostat
will break the circuit at 500° in the event
the machine is left on by mistake with
the kettle empty, but the kettle is too
hot to pop corn and the machine should
be cut off and allowed to cool.
3. Do not preheat a Cretors kettle. It is
not necessary.
KNOW KETTLE CAPACITY
4. With the exception of the first popping,
do not reduce the charge of corn
under the capacity of the kettle on our
machines. Know the capacity of your
kettle, and if it calls for 18 ounces of
corn, use 18 ounces; and 32 if it calls for
32 ounces.
5. Make sure your machine is getting the
right amount of current, if electric: or
gas pressure, if gas operated. This is essential
for efficient
popping.
G. To prevent breakage of the popped
kernels, leach your personnel to use the
popcorn ,scoop .sparingly. This prevents
waste and lost profits.
May I summarize briefly by encouraging
you to sell the very best popped com
at all times. This is possible by using good
equipment with the latest improvements.
using the right amount of oil, and eliminating
the moisture problem by circulating
and — most important — per.sonally
heat:
checking your per.sonnel frequently to see
that these few essential steps are taken.
ROUTINE DAILY TESTS
We do not profess to be experts in the
popcorn business, but Cretors has made
popcorn machines for 73 years. We manufacture
the Official Weight Volume Tester
for the popcorn industry, and it's part of
everyday routine to make tests and to
check all types of hybrid corn, popping oil,
and popping equipment. It is part of our
responsibility to the industry to develop
better ways of popping and serving popcorn.
Therefore, the suggestions I have made
to you today are not a matter of opinion,
but are the methods proven best over a
great many years by tests and experiences.
I believe these suggestions about popcorn
will make you more money and at the same
time give your customers the best product
possible. Popcorn is our business, and we
are anxious for you to profit by our experiences.
Your greatest profit item
is POPCORN, your greatest
profit potential is with
MANLEY'S
New Popcorn
Merchandising
Program
Every theaterman knovifs the importance of popcorn sales in his profit
picture. However, many operators have been overlooking the unexploited
popcorn sales potential in their theaters.
The answer to capturing this unexploited sales potential is Manley's
Popcorn Merchandising Program. Tests have proven that with the use of
Manley Vistapop popcorn machines, supplies and point-of-purchase promotion
material sales have increased as much as 60%!
Why not let Manley's Sales Promotion Staff show you how they can increase
your per patron sales of popcorn . . . increase your total dollar profit
without any capital investment on your part!
Fill out the coupon below and find out how you
can make your greatest profit producer, popcorn,
produce even more profits!
BOXOFFICE :; April 7, 1958 37

—
NAC Members See Bright Future for Automatic Vending
As Supplement to 'Over-the-Counter Sales
A big industry future for automatic
mei-chandising was predicted at the National
Ass'n of Concessionaires recent western
regional conference at Las Vegas, Nev.
The bright outlook for increased use of
vendors developed as drive-in and indoor
theatre owners, managers and concessionaires
recounted their many profitable experiences
in using the mechanical salesmen
to supplement personalized concessions
operations.
Such use of vendors in no way cuts down
the "over-the-counter" business at a theatre
concessions, clinical discus.sion brought
out. In addition to picking up sales that
the concessions staff would have missed
dui-ing rush periods, the vendors were
praised for reducing labor cost, for providing
additional service after the regular concessions
staff goes off duty and for plus
sales of candy, ice cream, soft drinks and
cigarets.
ACCENT ON BIG SIZE
The 114 NAC members attending the conference
also joined in discussions centering
around the merchandising of big soft
drinks. 25-cent milk shakes, soft ice cream.
25-cent butter pKDpcorn and a family-size
gallon wax bucket of popcorn for 75 cents.
Better packaging of ice cream items and
the advisability of changing the variety and
price range of candies between the matinee
and evening shows also came up for
close clinical examination.
Drive-in operators, in their special session,
were introduced to advantages and
disadvantages of car-hopping service, automobile
dealer nights, new ideas in screen
trailers, ways butter oil may be used on
pwpcorn. the submarine sandwich, versatile
peg boards for concessions backbar displays
and snack cart operations.
Lee Koken. RKO Industries. New York
City,
who presided as NAC president, sent
the conferees home with assurance that
confidence and enthusia.sm in the recuperative
powers of the industry will be the
very keys that unlock the door to greater
prosperity at every theatre concessions
counter. He also urged a revival of showmanship,
intelligent advertising promotions
and tie-ups by concessionaires.
Harold F. Chesler. Theatre Candy Distributing
Co.. Salt Lake City. NAC second
vice-president, was conference chairman.
Alfred J. Olander. Montebello Theatres.
Montebello, Calif., served as program coordinator.
NAMA Schedules Five
Sectional
Conferences
More
Five more sectional conferences sponsored
by the National Automatic Merchandising
Ass'n will be held in key. centrally
located cities on the theme, "A Look
at Both Sides of the Coin." which points
up ways of increasing sales while cutting
costs in order to maximize profits.
Two such regional meetings—in Atlanta
and Chicago—were held last month. Still
on the NAMA schedule is this quintet, along
with the sponsor in each city: April 12,
Pittsburgh, Continental Coffee Co.; April
26. Boston. APCO. Inc.; May 10. Atlantic
City, N. J.. Austin Packing Co., Inc.; May
24. Los Angeles, The Vendo Co., and June
7. Dallas. Tenco. Inc.
The same program is presented at each
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.
Saturday conference, getting under way
with 8:30 registration. Procedure against
tax laws unfair to vending, public health
regulations applying to mechanical vendors,
opportunities in new markets and
efficient control records are among topics
treated by NAMA specialists in such fields.
Highlight of the .session is the president's
luncheon, featured by an address, "Does
Vending Pay?" by William S. Fishman,
NAMA president.
At the concession stand do not say, "May
I help you?" Instead, say pleasantly,
"Would you like .some freshly popped popcorn?"
•"ssr
Give ice cream quality . . . make li on
lOf^ sales. Cash in on the demand for
delicious soft-served cones, shakes.
Serve a 10*' cone in 2 seconds . . .
your food cost less than l>i. Serve a
2 5ff shake in 5 seconds . . . your food
cost only 6i. Win new fans, make big
profits with a compact Sweden freezer.
Easily run by untrained help.
Model 208 Sweden SoltServer-oul'
produces olhet midlines costing
hundreds ol dollars more. It's perlect
lor your "break " business.Compactmeasores
only 14^4" wUe and 30"
liont to back. Other models are available
lor every need.
SW6DCIM
SWEDEN FREEZER MFG. CO.
Seattle 99. Wash. Dept. T-3
MORE MEAT ... BY ACTUAL TEST . . .
and rfiaf Only from Smifhfield Flavor!
I
BUTTER SERVER RAISES BUTTER SALES
^- . Simple, manual -•
fj» operation meters butter
B^w^ accurately to increase butter
^
sales. Made of shining stainless
steel and enamel, the
Butter Server is thermostatically
conlrolled and melts butter quickly.
OTHER "BEST SELLERS": BUTTERCUPS— HOTRAT— BUTTERMATIC WARMER— COLDISPLAY
JUNIOR COLDISPUY— FRONT & REAR SERVICE CANDT CASES— BUHER CONSOLE— DISPLAY STAGE
SUPURDISPLAY, INC* 1324 W. Wisconsin Avenue, Milwaukee 3, Wrs.
JAMES RIVER
BRAND
BARBECUES
PORK
and
BEEF
38 The MODERN THEATRE SECTION

''
'
—
FOR MORE INFORMATION
USE THE FREE RETURN CARD
The postcard at the bottom of this page is designed to help you get more information
on products and services advertised in this issue of The Modern Theatre Section,
or listed in the "New Equipment and Development" and "Literature" departments.
An alphabetical Index of Advertisers appears below; on the back of this cord is a
Cpndensed Index of Products. In both, FIGURES in the Key Number shown for each
advertiser indicate the page on which the firm's advertisement appears. The postcard
below carries numbers corresponding to the page numbers—with letters added.
Circle tlie Wiiole Key Number, including the letter, corresponding to the page numbers
of the advertisements on which you want more information. Tlien: Fill in your name,
address, etc., in the space provided, tear out card and mail. For more information
on listings in "New Equipment and Developments" and "Literature" departments,
circle number corresponding to Key Numbers published with each item below.
Uibey Chemical
Adier Silhouette Letter Co
ALPHABETICAL INDEX OF ADVERTISERS' KEY NUMBERS
18d
48a
American Playground Device Co 15a
Armour & Co 25a
C. S. Ashcroft Mfg. Co 41a
Bailontyne Co 15c, 19a
Samuel Bert Mfg. Co 39c
J. E. Burke Co 18b
Call Products Co 46a
Canada Dry Ginger Ale, Inc 31a
Carbonic Dispenser, Inc 28a
Costleberry's Food Co 28b, 33b, 36c
Coco-Cola Co
2a, 3a
Churchman, Rolph L 16a
County Specialties 15d
Oell Food Specialties, Inc 36a
Diamond Carbons 47a
Drive-ln Theatre Mfg. Co 17b
>. T. Echols, Inc 36b
EPRAD 1 la, 20a
Evans Reconing Service
17c
Fisher Mfg. Co 48c
Game-Time, Inc 12a
Globe Paint Co., Inc 14a
Greer Enterprises, Inc 39a
Sriswold Machine Works 48b
Mmer F. Harris Co 14d
Henry Heide, Inc 32a
MIon Herschell Co 13b
Heyer-Sbultz, Inc 54a
Hodges Amusement & Mfg. Co
12b
Hollywood Brands, Inc 26a
Joe Hornstein, Inc 9a
Indiana Cash Drawer Co 46d
K-Hill Signal Co 14c
King Amusement Co .20b
Kollmorgen Optical Corp 49a
Liberty Display Fireworks Co 15b
Manley, Inc
37a
Miracle Equipment Co Back Cover
National Excelite 45a, 50o
National Theatre Supply .21a
Nehi Corporation .22a
Orange Crush Co .27a
Original Crispy Pizza Crust Co .29a
Pepsi-Cola Co 34a, 35a
Pic Corp 1 3a
Play-Yards Original Corp 17a
PowerCar Company
Rassey Mfg. Co
14b
18a
C. F. Simonin's Sons, Inc 33a
Smithfield Ham & Products Co 38c
S.O.S. Cinema Supply Corp
46b
Soundcrafters of Scranton 18c
Speed Scoop
39d
Sportservice, Inc 39b
Strong Electric Corp ,. 4a
Supurdisplay, Inc 38a, 40a
Sweden Freezer Mfg. Co
38b
Wagner Sign Service, Inc 46c
-B-Q
rs in the Barbecue Business
"er
Case — Delivered
12 30-Oz. Cans
jat Serving Costs Only 10c
PROFIT-WISE
^STOMER-WISE
RPRISES
281 N. Grant Ave.
Columbus 3, Ohio
PROFITS Sparkle
when
SPORTSERVICE
works for YOU
ibstitufe for experience"!
NT and
UNAFFILIATED
experience in refreshment catering
satres.
r
see how we can put it to work
you.
CE
703 MAIN ST., BUFFALO, N. Y.
PHONE: MADISON 5014
PLEASE PRINT
Name
Position
Theatre or Circuit..
Street
No
City „..
...State..
BUSINESS REPLY CARD
First Class Permit No. 874 - Section 34.9 PL&R - Korwos City, Mo.
No
'
Ptctaie Stamp
NeeeawT
LlfMtlledia'thej
kUnlted Sutu i
MODERN THEATRE Section of BOXOFFICE
825 Van Brunt Blvd.
Readei^s Service Dept. -•» «».». .-m.^ n, «».^
April 1958 KANSAS CITY 24, MO.
DW
INE
nes
ds.
JOW
[line
iea|.
perperaroe
w
to
tilly
iniw
to
lally
3.00
The NEW Patented SPEED-SCOOP
Three times more efficient. Scoop ond pour o
bagful of popcorn in one single eosy motion.
Mode of light, stainless aluminum. Coof hardwood
handle. Perfectly bolonced for maximum
efficiency and speed. Only S2.50 ot your Thca*
trc Supply or Popcorn Supply Deoler.
SPEED-SCOOP
109 Thornton Ave., San Francisco 24, Calif.
39

NAC Members See Bright Future for
As Supplement to
'Over-the-Counter
A big industry future for automatic
merchandising was predicted at the National
Ass'n of Concessionaires recent western
regional conference at Las Vegas. Nev.
The bright outlook for increased use of
vendors developed as drive-in and indoor
theatre owners, managers and concessionaires
recounted their many profitable experiences
in usins the mechanical salesmen
to supplement personalized concessions
operations.
Such use of vendors in no way cuts down
the "over-the-counter" business at a theatre
concessions, clinical discussion brought
out. In addition to picking up sales that
the concessions staff would have missed
diu-ing rush periods, the vendors were
praised for reducing labor cost, for providing
additional service after the regular concessions
staff goes off duty and for plu.s
sales of candy, ice cream, soft drinks and
cigarets.
ACCENT ON BIG SIZE
The 114 NAC members attending the conference
also joined in discussions centering
around the merchandising of big soft
drinks. 25-cent milk shakes, soft ice cream.
25-cent butter popcorn and a family-size
gallon wax bucket of popcorn for 75 cents.
Better packaging of ice cream items and
the advisability of changing the variety and
price range of candies between the matinee
and evening shows also came up for
close clinical examination.
Drive-in operators, in their special session,
were introduced to advantages and
disadvantages of car-hopping service, automobile
dealer nights, new ideas in screen
trailers, ways butter oil may be used on
popcorn, the submarine sandwich, versatile
peg bi
plays
:
Lee
City.
the
V
cc
confidi
erativc
very k
prospe
counte
mansh
and ti(
Hare
tributi:
vicc-pi
Alfred
Montel
ordinal
NAM
Secti
Five
sored
chandi
trally 1
at Bot
up wa:
costs ii
Two
and CI
on the
with t
Pittsbi
26. Bo
City, >
24. Lo;
7. Dall
The
Numbtr
ADMISSION CONTROL SYSTEMS,
DRIVE-IN
EPRAD
20i
K-HIII Signal Co 14(
ATTRACTION BOARDS AND
LETTERS
Aditr Silhouette Letter Co. . .48>
Ballintyne Co 15c
Wagner Sign Senlct Co. ....4€c
BARBECUED MEATS
Castleberry'i Food
Co 28b, 33b, 36c
Grrer Enterprises 39a
Smilhlield Ham &
Products Co., Inc 38c
BUTTER MAT
Supurdlsplay, Inc 38a
CANDY
Henry Helde, Inc 32a
Hollywood Brands, Inc 26a
CARBON SAVERS
Call Products Co. 46a
CONCESSIONS CATERING SERVICE
Sportservice
39b
CONCESSIONS EQUIPMENT,
DRIVE-IN
Samuel Bert Mfg. Co 39c
Stipurdlsplay, Inc AO3
CONCESSIONS FOODS
Armouf & Co 25a
Castleberry's Food
Co. 28b, 33b, 36c
Grew Enterprises 39a
Original Crispy Pizza Crust
Co
29a
Smithfleld Ham &
Products Co., Inc 38c
CONCESSIONS STIMULATORS
Armour & Co. 2Sa
DRINKS, SOFT
Canada Dry Ginger Ale, Inc. ..31a
Coca-Cola Co 2a, 3a
Nehi Corp 22a
Orange Crush Co. 27a
Pepsi-Cola Co 34a, 35a
DRINK VENDING MACHINES
Carbonic Dispenser, Inc 2Sa
EQUIPMENT, DRIVE-IN
Drive-ln Theatre Mfg. Co. ...17h
CONDENSED INDEX OF PRODUCTS
Key
Number
FILM CEMENT
Fisher MIg. Co. 48c
FILM SPLICER
Griiwold Machine Works 48b
FIREWORKS DISPLAY
Liberty Display Fireworlis Co. .ISb
FOOD SEASONINGS
Dell Foods Specialties Co... 36a
ICE CREAM FREEZER
Sweden Freezer MIg. Co 38b
INTERMISSION SHORTS
Armour & Co
25a
KIDDIE RIDES FOR DRIVE-INS
American Playground Device
Co
15a
J. E. Burlce Co 18b
Game-Time, Inc 12a
Delmer F. Harris Co 14d
Allan Herschell Co., Inc 13b
Hodges Amusement & Mfg. Co. .12b
Joe Homstein, Inc 9a
King Amusements Co 20b
Miracle Equipment Co. Bacli Cover
Play-Yards Original Corp 17a
PowerCar Co 14b
Rassey Mfg. Co 18a
LIGHTS, DIRECTIONAL, ETC.
Dri«e-ln Theatre MIg. Co. ..17b
MOSQUITO REPELLENT
Pic Corp 13a
PAINT FOR DRIVE-IN SCREENS
Globe Paint Co., Inc 14a
PLAYGROUND EQUIPMENT
American Playground Device
Co
15a
J. E. Burke Co. 18b
Game-Time, Inc 12a
Delmer F. Harris Co 14d
Allan Herschell C&, Inc 13b
Hodges Amusement & Mfg. Co. .12b
Joe Hornstein, Inc 9a
King Amusements Co 20b
Miracle Equipment Co. Back Cover
Play- Yards Original Corp. ...17a
PowerCar Co 14b
Rassey Mfg. Co 18a
POPCORN MACHINES
Manley, Inc 37a
NEW EQUIPMENT and
Full descriptions start on page 52
Key
Number
Easily Assembled Merry-Go-Round P-1696
M idget Racer Promotion P-1697
Individual Hobby Horses P-169S
Barbecue Beef and Sauce P-1699
Four, New Motor Generators P-1700
Free, Color Candy Trailers P-1701
LITERATURE
Full descriptions on page 54
Key
Number
Key
Numbei
POPCORN SCOOPS
Speed Scoop 390
POPCORN SEASONINGS
C. F. Simooin's Sons, Inc. ...333
POPCORN AND SUPPLIES
Manley. Inc 37^
PROJECTION ARC UMP
C. S. AshcrafI Mfg. Co 41a
National Excellte 4Sl
Strong Electric Corp 4(
PROJECTION LENSES
Kollmorgen Optical Corp tSt
S.O.S. Cinema Supply Corp. ..46k
PROJECTION & SOUND SERVICE
S.O.S. Cinema Supply Corp. . .46b
PROJECTION & SOUND SYSTEMS
National Theatre Supply 21a
PROJECTOR CARBONS
Diamond Carbons 4711
PROJECTOR PARTS
S.O.S. Cinema Supply Co. . . .46k
PROMOTIONS
Caslleberr/S Food
Co 28b, 33k. M
REFLECTORS
Heyer-Shultz, Inc 54l
National Excellte SOi
SANITATION EQUIPMENT
Abbey Chemical Co IW
County Specialties 15d
SCREEN TOWERS
Ralph L. Churchman I6i
SNO-KONES
Samuel Bert Mfg. Ca 39e
SPEAKER EQUIPMENT
S. T. Echols, Inc 3jk
SPEAKERS, IN-CAR FOR
DRIVE-INS
Ballantyne Co. 19i
EPRAD
11a
SPEAKER RECONING AND REPAIR
Evans Reconing Service 17e
SPEAKER REPUCEMENTS
Soundcrafters of Scranton 18c
THEATRE EQUIPMENT AND
SUPPLIES
Indiana Cash Drawer Co. ...461
S.O.S. Cinema Supply Corp. ..461
DEVELOPMENTS
Nonalcoholic Brew for Drive-Ins P-1702
Corn Buttered Before Popping P-1703
Eight-Drink Automatic Vendor P-1704
Music, Commercials, Custom-Taped P-1705
Concessions Barbecue Promotion Plan P-1706
Military-Type Construction for In-Car Speakers. -P -1707
Heavy-Duty Toilet Plunger L-1S41 Welding Material for Plastic Letters.
OTHER NEWS of
Equipment and Service for Drive-ins L-1843
PRODUCTS and EQUIPMENT
Page
Midget Cars at Detroit Drive-In 10 Drive-ln Play Equipment 19
Midget Car Has Showmanship Value 16 Kiddyland Ride Appeal Varies With Age 21
Care Miniature Trains 17 Light Caravan tt Demonstrate Lamp 50
New Line of Projectors 51
MODERN THEATRE: Send me more information about
items ADVERTISED on the pages circled
2a
13a
below:

"
"
!
—
11
Two-for-the-Price-of-One'
Offer Gets Patrons on Run
For the Concessions Stand
"We've outpopped ourselves, folks, and
now I'm popping. All popcorn goes two for
the price of one." The speaker is Dr. Marvin
Sandorf owner of the Twin Theataire
in Indianapolis, breaking in on the picture
to make the P. A. announcement, and the
time is 11 p.m.
This is a regular practice of Sandorf if
he finds there is too much popcorn on hand
at that time. There are no complaints
about the announcement interrupting the
picture, and people can't get into the concessions
fast enough. He makes the same
offer on hamburgers and other items, if
there is an oversupply near closing time.
to get rid of everything so that nothing is
left over.
ALWAYS A SURPRISE
People don't hold back on making normal
purchases at the concessions because they
never know when the specials will be offered.
The Twin Theataire sells up to 250 dozen
hambui-gers on a Satui-day night at 40
cents each. "Don't sell a grammar school
hamburger," says Sandorf, "sell a hamburger
with a master's degree
!
His M.A. hamburgers are not fried. He
uses dehydrated onions which are freshened
before use. Onions are placed on the
grill first, then the hamburger and bun
over the hamburger, so that the meat is
steamed. Everyone gets onions whether
they like them or not, and apparently they
do, at the rate the hambui-gers sell. Secret
of sales is quality of meat and bun and
Sandorf's imaginative descriptions over the
mike.
All sandwiches at the Theataire are
wrapped in different-color bags. This
makes for excellent control as all bags are
counted and the color of the bag identifies
the sandwich to the attendants and the
cashiers.
EXPECTS TO EQUAL ADMISSION
Sandorf gets 60 cents per person at the
concessions and has a 65-cent admission.
He expects to equal his admission price.
Once a year the Twin Theataire is one
vast hotel. That's on Memorial Day eve
when people can't get into the hotels because
of the auto races.
"We have a dusk to dawn show and let
'em sleep in our park for regular prices.
says Sandorf. "We also serve doughnuts
and coffee free for breakfast."
Last year the theatre ran out of doughnuts
and Sandorf told the folks to go home,
but they didn't, and he had to go out and
buy more doughnuts.
A good way to serve buttered popcorn is
to fill a box half full of corn, then spray
one pumpful of butter; fill the box to
the top and spray again.
Bar-B-Q
Backed by 18 Years in the Barbecue Business
m00
Per
Case — Delivered
12 30-Oz. Cans
A Full 2-Ounce Meat Serving Costs Only 10c
BEST PROFIT-WISE
BEST CUSTOMER-WISE
GREER ENTERPRISES l'Ll'.t'ot
CONCESSION PROFITS Sparkle
when
SPORTSERVICE
works for YOU
"There's no subsfitute for experience"
"INDEPENDENT and UNAFFILIATED'
Almost a Half Century's experience in refreshment catering
Specializing in Drive-ln Theatres.
Call or write us today—to see how we can put it to work
profitably and promptly for you.
SPORTSERVICE
PROFITS with
No Gears'. /H |, No Pulleys!
t
No Belts'lIF^ I
No Oiling!
.iiiued and B.icked by 37 Years'
ExiierKnce
SAMUEL BERT MFG. CO.
Fair Park Station
Box 7803. DALLAS. TEXAS
SNOW
MAGIC"
THE NEW SNOW
CONE MACHINE
.Ml Bqulpraenl I'atenleil, Uiiar-
Capacity: 50 cones
every 30 seconds.
The Bert's "SNOW
MAGIC" machine
combines eye-appealino
beauty with perfect
mechanical performance
and large
capacity. "Snow
Magic" is easy to
operate and is Fully
Automatic. A Sn9w
Cotie costs V/n to
l'/2C and usually
sells for 10c .. .
that's
FOB.
profit!
Dallas
only S270.00
703 MAIN ST., BUFFALO, N. Y.
PHONE: MADISON 5014
The NEW Patented SPEED-SCOOP
Three times more efficient. Scoop end pour a
bagful of popcorn in one single eosy motion.
Made of light, stainless aluminum. Cool hardwood
handle. Perfectly bolonced for maximum
efficiency and speed. Only 52.50 ot your Theatre
Supply or Popcorn Supply Dealer.
SPEED-SCOOP
109 Tfiornton Ave., San Francisco 24, Calif.
BOXOFrlCE April 7, 1958 39

Efficient
Equipment Lineup Makes Possible
Fast Service by Only Three Attendants
the outdoor theatre he opened last July 24.
The 35x70-foot concessions area at the
center of the drive-in offers refreshmentcraving
motion pictui'e patrons such a varied
sandwich menu as club, grilled cheese,
roast beef, tuna fish, lettuce and tomato,
chicken salad, bacon and egg, small steak
and frankfurters. Only three employes are
needed to keep customers moving steadily
along the 58-foot stainless steel counter,
cafeteria style, at the peak of Intermission
business.
Service equipment built into the countir
includes a popcorn machine, hot dog
machine, ice cream unit, grill, deepfryer,
ice chest, Sno-Kone bin, deep freezer
box for small items and thirst stimulating,
refrigerated dispensers for Coca-Cola,
Pepsi-Cola. Orange-Crush and Hire's root
beer. A Carrier ice-making machine that
turns out 450 pounds per day is a handy
behind-the-counter aid.
USES A SUGGESTION BOX
Efficient positioning of counter equipment and concessions items along a single-lane cafeteria counter
at the 600-car Autoscope Driye-ln, La Center, Ky., enables owner Clark Smitf) to operate his refreshment
service with only three employes. When this picture was taken. Smith, nearest the camera, and his wife
Frieda, at the cashier's station, were filling two of the important posts on the serving line. Fast-moving
items make up a menu that offers patrons considerable choice in both food and drink. Along with such conventional
standbys as popcorn and coffee. Smith provides a choice of nine sandwiches, as listed on
the easy-to-read menu board at the right; four flavors in snow cones, and four nationally advertised soft
drinks, each ready for fast service from attention-winning, refrigerated dispensers on the SS-foot stainless
steel concessions counter.
The idea of making his drive-in
theatre as popular for quality concessions
products as for its substantial family screen
fare was a guiding principle with Clark
Smith from the time he began planning
his Autoscope Drive-In, La Center, Ky. He
also wanted a concessions operation which
could be carried on with equal economy
and efficiency either as a cafeteria or overthe-counter
operation by a minimum of
employes.
Smith has achieved both objectives at
Sales within the concessions building are
augmented by service to all cars. A 50x70-
foot patio for dancing before the show and
during intermission brings more potential
customers near the concessions building
doors. Also useful in building refreshment
business. Smith has discovered, is a suggestion
box in the concessions building Where
any patron may deposit a written request
for an item he would like
to see added to
the menu, films he would like for Smith to
book or improvements that could be made
in the drive-in's operation.
Among the featui-es of the Autoscope development
is an 800-foot steel fence that
separates the ramp area from U. S. Highway
60. Downlights are provided on speaker
posts and at both the entrance and exit
to the theatre. A moonlight tower is positioned
at the rear of the ramp area and
flood lighting for live entertainment is
used on top of the projection booth. SjJecial
attendants are on duty to clean the
windshield of each car as it enters the
ramp area.
LEARNED BUSINESS IN TEXAS
Smith, who gained drive-in operation
experience in Texas before returning to his
native western Kentucky county to build
the Autoscope, can accommodate 600 cars
and 600 walk-in patrons for programs on
the 52xl05-foot screen. The drive-in, a
quarter mile from La Center, was built at
cost of $125,000. Its grand opening was
saluted by merchants in both the Kentucky
county and in Cairo, 111., through extensive
spreads of ads in newspapers in Cairo
and in Wycliffe, Ky. Although about 15
miles from the Illinois town, the Autoscope
attracts much patronage from there. The
bulk of its regular trade, however, comes
from Ballard County, population 8,545,
Smith's drive-in being the only outdoor operation
in the county.
The acres of popcorn grown in the
United States increased almost 12 times
trom 1909 to 1950. Increase in quality was
probably the chief reason.
40 The MODERN THEATRE SECTION

PROJECTION
JlfOMf
LAMP
•^1
CINEX
The
WORLD'S
FINEST
and most
POWERFUL
PROJECTION
LAMP
You have only to read the reviews
in the motion picture trade
journals regarding the opening
of the newest and finest Drive-
Ins and Theatres— you will note
that invariably 100% of these
state
"Equipped with
Ashcraft Super Cinex"
WORLD WIDE
SUPREMACY
SUPER CINEX has become THE
STANDARD of projection excellence
in the finest Drive-ins and
Theatres throughout the world—
in England, in Australia, France,
South Africa, West Germany
and other countries.
We are proud of our twenty
years association with
Westrex
At lasf a truly precision light control
has been developed.
It does not employ cycling thermostats
but a light beam moving five times
faster than the light source itself.
The M/CRON(C CONTROL moinfoins
the correct crater position within a few
thousands of on inch continuously,
while maintaining an exact arc gap.
Forty years of experience have been
condensed into the design of the
MICRONIC CONTROL-the ultimate in
precision light and screen color control
whereby screen illumination is always
maintained at a maximum light and
distribution level.
ROXY
Theatre
NEW YORK
N.Y.
ASHCRAFT SUPER CINEX
Selected for its superior
performance by
CINEMIRACLE
CHINESE
Theatre
HOLLYWOOD
California

I
condensers
How to Locate and Correct Trouble in Sound Systems • Part 1
FIVE MOST COMMON TROUBLEMAKERS IN SOUND
DUE TO SIMPLE CAUSES AND EASILY CORRECTED
Preventive Maintenance Is
an Important Factor for Good Results
By
'
WESLEY TROUT
*5
\JvR MAIL
brings requests for
simplified ins:
ructions on servicing
leading makes of
theatre sound systems.
In view of the
fact that many theatres
do not liave regular
sound service, we
present some instructions
on general
Wesley Trout
maintenance which
should prove helpful in better operation
and better quality in sound reproduction,
moreover, it will help you locate components
which may cause trouble.
TECHNICAL TERMS AVOIDED
We have dispensed with too highly technical
terms that might prove more confusing
than helpful. In most any technical
discussion, some technical terms are necessary,
of course.
Let us start off by pointing out that when
sound trouble does develop, some defect in
the circuit, such as a resistor, condenser,
transformer or choke has become defective
and not the entire circuit or components.
Pin your trouble down, if possible, by observation
of various parts. If a short has
developed, smell to see if some component
has burned out. or if there is a short somewhere,
etc. Keep a cool head but work as
swiftly as possible. When checking for
trouble, the use of a multimeter cannot be
beat. !7i most cases. An elaborate array of
electronic equipment is not always necessary
to find and correct trouble in the
sound system. However, when tuning up a
sound system, some special equipment is
necessary.
SHOULD STUDY EQUIPMENT
We do want to emphasize the importance
of making a very careful study of your
complete sound system—a complete understanding
of the function of each unit and
its location. All manufacturers supply some
instructions on operating and maintenance
of their equipment, but seldom is this infonnation
complete enough for good maintenance
of any equipment. One needs to
know the correct voltages necessary at the
tube elements, the values of resistors, condensers,
etc., in order to do a tip-top job
of maintenance. You must have a schematic
of the amplifiers, either from the
manufacturer or draw one, but the latter
is quite a task. Most leading manufacturers Checking some of our inspection sheets,
will furnish schematics free.
over a period of years, we find the second
While there is an almost infinite variety troublemakers on our list are capacitors
of things that can go wrong with electromechanical
equipment as complex as a greater amount of failures than any other
Capacitors account for a
I .
modern theatre sound system, the great component. There are some amplifiers using
plug-in capacitors, but in most cases
majority, we have found from experience,
are troubles due to simple causes, and can they are soldered in. A capacitor can be
be just as simply corrected once located. A checked with an ohmmeter, but one end of
working knowledge of your equipment is a it must be unsoldered. For testing condensers
or resistors in the circuit, there is
"must." Understand the function of each
part: namely, resistors, condensers, chokes available a checker in kit form or factorywired.
R-om radio supply houses they can
and transformers. Check each component
by using your schematic or parts catalog. be purchased from $20 up. However, for
the projection room, usually a
Our many good ohmmeter
will suffice.
years of experience in the field
of servicing have shown that more troubles
involve failures in vacuum tubes than any
of the other components, the exception
OTHER TROUBLE CAUSES
being
condensers. That is the reason tubes The other components that may cause
still remain in the plug-in class for quick trouble are resistors, chokes and transformers.
In order to check a resistor, it
replacement. Good sound reproduction,
sufficient power, depend upon tubes in will be necessary to unfasten one end. Resistors
are very important in securing the
first-class condition, and they should be a
well-known brand for long service. Moreover,
tubes must fit snugly in their sockets plifier, in conjunction with capacitors and
correct voltages and operation of your am-
and the prongs be kept clean for good contact.
elements are absolutely necessary if the
transformers. Correct voltages at the tube
amplifier is to function efficiently. Always
use exact duplicate when replacing resistors
or capacitors.
We can honestly say the above five classifications
include the large percentage of
amplifier components which may cause
trouble, and we have listed them in their
importance. These components are important
in the proper operation of the amplifier
or amplifiers, likewise important in
good quality sound reproduction in any
make or type of sound equipment.
These components are generally rated
far above lin voltage safety) capacity then
absolutely necessary, but this is a safety
Most 0/ the leading makes of amplHiers have meter precaution. Sometimes a condenser requires
a peak voltage capacity of only 500,
or meters for check'mg tubes and operation of the
push-pull stage. A continuous check on the functioning
of the push-pull output stage is afforded
but generally it is 600-volt i>eak capacity.
by the front panel plate milliameter and associated
ANOTHER SOURCE OF TROUBLE
buttons or suitable switching arrangement as shown
above. This gives the projectionist a good check One frequent source of trouble is electrolytic
capacitors. All manufacturers try to
on the tubes. Simplex equipment has a meter for
checking all the tubes by indicating the condition eliminate any defects in their manufacture,
but occasionally you get one that is
of the tube when the meter pointer is in a certain
"block"—green and red blocks. Instructions are
defective, or will give very short service.
sent on the correct usage of the tube check. Motiogroph,
and some of the other leading equipment Always purchase capacitors, particularly
indicate operation with a milliameter, using buttons
and rotating switch. A meter on amplifiers brand. There are a number of cheap elec-
those in critical circuits, of well-known
gives the projectionist a daily check on his equipment
and its functioning. A check on the output
trolytic capacitors on the market that give
inferior performance and short service, if
stage is very important and most meters will show
they are overloaded. Of course, one should
how nearly "matched" the output tubes are. In
push-pull stages, output tubes should be purchase the correct capacity when making
carefully
matched for maximum performance.— Ampex photo. replacements so that it will not be over
42 The MODERN THEATRE SECTION

—
'
loaded, either can or paper type of capacitor.
Capacitors will progressively deteriorate
with age and with the passage of time;
then replacement must be made. Sometimes
short circuits may occur with very
high quality capacitor, but are not likely
to do so as with a cheap brand. In modern
theatre amplifiers, only the very highest
quality capacitors and resistors should be
used for peak performance.
Projection rooms equipped with emergency
amplifier should use one amplifier
for a week, then the dual amplifier should
be used the same length of time. This gives
you a check on the operation and keeps
the condensers (electrolytic) in good condition.
Both amplifiers should have the
same power gain and quality of sound reproduction.
The power transformer and its filter networks
play a very important part in
your
amplifier. The voltage supply must be
exactly right for the B+ and B— supply
i"B" plus and "B" negative) for good operation
of your .sound system. Likewise,
the filament .supply voltage must be exactly
right for all the vacuum tubes. Transformers
should be very high quality in theatre
sound systems, because they are sometimes
in operation from six to 14 or more
hours each day. Generally, a power transformer
has taps for 125 V. 115 V and 105
volts. Connections .should be made according
to the AC supply voltage in order
that your transformer will operate efficiently
and supply the correct voltages. If
you have only 105-volt supply, then use
the 105 connections. Check your pKjwer
line voltage with a good voltmeter, or have
your local power supply furnish you with
this data.
In other words, connection to the power
supply terminals should be for average
line voltage taken during the operating
hours. Voltage—AC power supply line
will sometimes vary and it may be necessary,
in very rare cases, to install a voltage
regulator for good performance. This
is often necessary for drive-in theatres
where the power supply does fluctuate.
Today, modem dry-electrolytic capacitors
have replaced the so-called "wet"
electrolytic type, the exception being In
the filter section of the power supply, in
many ca.ses. The modern type capacitor
I
electrolytic employs a moist paste instead
of a .solution which sometimes leaked
out of the can. When making replacement,
polarity must be carelully observed.
You will find that dry electrolytic capacitor
leads are plainly marked like this:
Negative — and positive +. They have
various working voltages, the electrolytic
having the highest standard working voltage
from 450 to 600 volts. If a higher voltage
is applied, they will break down and
have to be replaced. Breakdowns are often
caused by connecting the wrong polarity
connections. Di-y condensers have flexible
leads and they are enclosed in a cardboard
box or tubular enclosure.
Defective Electrolytic Capacitors—
Continued on following page
You Can Build Your Own Testing Equipment for Checking Theatre Sound System
2-6B 2 Meg
:^D—r>
UPPER DECK
253-3 Filwr Flal Washer
100-Mt3 Battery Holder
2S3-7 Fiber Shoulder Washer
MIDDLE DECK
Exploded view ahowtng how
battery holder moonts on
meter studs.
LOWER DECK
Lock bra:-ket lo place wttb 252-10
speednut pressed over stud.
If you are interested in building your own multimeter for checking sound
equipment, t/ie instrument shown can very easily be assembled. You will note
the pictorial diagram shows the approximate location of each part. A large
pictorial diagram is always sent with each instrument, and all you need is a
soldering iron, pliers and a screwdriver. Before you build any type of test
equipment, first thoroughly familiarize yourself with the layout pictorial and
read the instructions completely through before starting. Many components
are supplied by the manufacturer with leads that are longer than the particular
application requires. Of course, all excess lengths should be removed with
side- cutters, after you have installed the part and know you have the correct
length. This type of tester is very handy and can be purchased in kit form.
Tube checker and other test equipment can also be built by purchasing kits,
but one should have some electronic background when assembling very complicated
circuits. But this tester, anyone can build. There are companies supplying
kits almost completely assembled, which simplifies assembling complicated
circuits.— Diagram, courtesy Heath Co.
BOXOFFICE :
: April 7, 1958 43

SOUND TROUBLE EASILY CORREaED
Continue from preceding page
Leads may became crossed or electrolytic
and dielectric film may become damaeed
and cause shorts: excessive voltage will
cause breakdown: exposure to excessive
heat when placed near a ballast tube, defects
in manufacture and wrong jwlarity
connection. Most of the common failures
of electrolytic capacitors are crossed leads,
op)en circuit due to broken leads, leakage
and short circuit in the dielectric, etc.
CAN DEVELOP SHORTS
Do not confuse the electrolytic with tubular-type
coupling and by-pass condensers.
However, these condensers develop shorts
and "opens" due to breakdown In the dielectric.
For fixed condensers, there are various
sizes, namely. .001. .002. .005, 10 m^d.
400-volt capacity, etc. Various makes of
amplifiers will use "special" sizes of condensers,
therefore it would require too much
space to list all of them. We have listed a
few of the most popular ones.
Your schematic
or parts catalog will give you a complete
listing of all the condensers for any
replacements.
Resistor replacement Is necessary when
It becomes defective. It should be an exact
duplicate, or as near as possible, and
the wattage rating Is important. If the resistor
is too low in rating, it will overheat,
which will cause It to open or change its
value. The correct value is given in the wiring
diagram and should be adhered to. The
best procedure is to follow the manufacturere'
recommendation. If the schematic
gives a certain resistance, let's say 75,000
ohms, a slight variation of 5 or 10 per cent
will not hurt. However. If the diagram or
the color codinn of the resistors indicates
that a resistor having a 5 or 10 per cent
tolerance is recommended, it is usually wi.se
to stay within this tolerance. The amplifier
will operate more efficiently by makinR
component replacement according to the
manufacturer's recommendation, and will
deliver better quality sound reproduction.
It is a good idea to obtain a color code
chart for resistors from your local radio
supply house. You will find this chart very
helpful in identifying resistors in your amplifier.
By having a color code chart
handy, you will not have to memorize the
values of various colors used.
There is an increasing use of ceramic capacitors.
They have very good stability and
give good service. These new ceramics will
be found in many modern amplifiers: they
are subject, of course, to short circuit and
open circuit. Short circuits are the most
common trouble. Mica condensers are in
general subject to the same troubles as
ceramic and paper condensers. Proper connections
and the "correct" value will contribute
to less trouble with any type of capacitor
or
resistor.
TYPES OF RESISTORS
There are several types of resistors used
in older model and newer models of amplifiers.
There is a metallized, plastic covered,
a very popular type

I
lUCiUfiHOtt Can im I'oT ['

BUY on Time!
PAY Out of Income!
'7ake 1f

signed transformers cause considerable distortion
of output signal. Likewise, incorrectly
adjusted sound head components
(sound lens out of focus, etc.*. Poor circuit
design can cause poor reproduction of
the original input signal to the speaker
system. Condensers and resistors that have
aged should be replaced to bring the amplifier
up to the manufacturers' standard for
good operation. Corroded connections and
dirty interior of amplifier also contribute
to pwor sound output.
We know that vei-y thorough and complete
shielding of amplifier input circuits,
to reduce noise pickup, is used in building
theatre amplifiers. Modern tube designs
permit use of alternating current for tube
heater and filament operation without the
introduction of excessive hum into the
amplifier circuits, particularly pre-amplifiers
and high gain stages. Good circuit
design also contributes to eliminating possible
hum. The push-pull operation of vacuum
tubes in the output stage helps to reduce
both noise level and distortion, but
the final stage tubes must be "matched"
for good operation.
RELIABLE
EQUIPMENT
Next to good quality performance, there
is probably no requirement of theatre amplifiers
more severe than that of reliability.
This brings out the importance of good
maintenance and high quality sound systems.
Large financial losses may be incurred
very quickly if some piece of equipment
fails to work when the house is full of
people, and this is especially true of power
and pre-amplifiers. Low-cost amplifiers,
such as some types of public address amplifiers,
will not give the service nor high
quality sound reproduction so necessary in
today's modem theatres.
We would like to point out that the relatively
small additional first cost of sound
systems having amplifiers with high-grade
components, liberal design safety factors
and rugged construction, is an investment
of the soundest kind for the theatre
owner. Modern theatre amplifiers insure
practically trouble-free operation, if given
proper maintenance as has been outlined
in articles in this department, for a period
of many years. But like any other mechanical
or electronic devices, good main.tenance
is an absolute necessity if one expects
good operation.
EQUALIZE FREQUENCY RESPONSE
The trend, for the past several years, in
modern theatre amplifiers is toward making
the amplifier circuits perform the
necessary frequency response equalization.
Only a few additional components In the
amplifier are necessary in order to obtain
good frequency response to secure excellent
sound reproduction. The response characteristic
is adjustable via the warping arrangement
in modem amplifiers, which
may be exactly equalized to suit the acoustical
qualities of the auditorium. A crossover
network for the speaker system is also
used to obtain the desired high quality
sound reproduction for voice and music.
Many of the older types of amplifiers
Good Frequency Response
Is
Most Important
Good quality sound reproduction depends
upon the frequency response of
any theatre sound system. We know
that all modern theatre amplifiers have
a range of frequencies over which they
are designed to operate efficiently;
above and below this range the signal
output drops off rapidly. But let us
qualify this statement by stating the
modern amplifier can be adjusted to
I
deliver certain frequencies r'highs" or
"
"lows for best reproduction for certain
types of auditoriums.
If an amplifier cannot amplify all the
frequencies of the human voice by equal
amount, loss of voice quality will result,
which is undesirable. If not adjusted
correctly for reproduction of the desired
frequencies for voice and music,
particularly voice, the distortion may be
so great that voice message cannot be
understood. You should learn how to
measure the frequency response of your
amplifier, and learn how good it actually
is. Corrections can, in most cases,
be made to overcome any disturbing distortion
in the circuit components.
had strictly a flat response for all types of
auditoriums. That is, all of the various frequencies
making up the complex signal
were amplified equally. However, what is
desired by the engineer, to meet various
acoustical requirements, is an overall system
characteristic which will result in the
best sound quality for each particular situation.
Strictly a flat response is not always
suitable for every theatre auditorium. Moreover,
appropriate filter networks are necessary
and must be carefully designed to obtain
the desired adjustment of the system
to meet various auditorium conditions. In
a future article on amplifier circuits, we
will give this subject full treatment in nontechnical
terms as possible. For now, the
febove discussion on frequency response
should suffice.
In many installations, we find a flat response
from 50 to about 3,000-4.000 cycles:
but, you may like more bass, or less bass
and more high frequencies, all depending
on the shape, celling, seating and acoustical
Consistenf
Maximum
Light
Greater
Economy
at
condition of your particular situation.
Generally, from 3,000 or 4,000. the frequency
rolls off at an increasing rate
thereafter to be about 15 db down at 8,000
cycles. With good quality recordings this
characteristic gives reproduced music of
excellent tonal quality and balance, and
very pleasing and natural reproduction of
speech and singing. Again, adjustment of
the circuit for best results will depend upon
the auditorium and its acoustical qualities
in all cases.
Remember, the power level at the output
of the .sound head is very low. A highquality
theatre amplifier must therefore
have a relatively large amount of gain in
order to have enough power to drive the
stage speakers. Keep in mind, that not all
of the amplifier gain is normally used,
since it is good practice to have at least 20
db gain available to take care of prints
with very low recording. Therefore, good
P.E. cells, vacuum tubes and other components
must be in good condition in order
to keep this gain sufficient. Normally the
setting for good recordings is around 9 to
12 points on the volume control, but it may
be necessai-y to use more gain and then
raise it two or three points on the volume
control.
NEED RESERVE
POWER
We always recommend an amplifier with
not less than 15 watts, or more, for any
average theatre. Drive-in theatres will
generally require quite a sizeable output,
but this will depend on the number of
speakers. It is better to have reserve power
than to drive yoiu- amplifier wide open.
The quality of sound reproduction will be
better and it will keep down unwanted
noise in the system.
Please read this carefully: The amplification,
or gain per stage, depends upon the
type of tube used, upon the circuit arrangement
and value of components, and several
other factors: but these are the main
ones. Moreover, gain is frequently deliberately
sacrificed in the design of theatre
amplifiers in order to secure some more desirable
quality, such as reduced overall distortion,
or a needed variation in the response
of the amplifier to input signal
voltages of differing frequencies: or an improvement
in the ratio of the output signal
current, that representing noise or hum
Continued on following page
DIAMOND
PROJECTION
z
70 PINE STREET • NEW YORK 5, N. Y.
BOXOFFICE :: AprU 7, 1958 47

SOUND TROUBLE EASILY CORRECTED
Continued from preceding
page
originating within the amplifier circuits.
So. all of these qualities are of great importance
in amplifiers In modern theatre
sound systems which are expected, and they
do. to reproduce sound reproduction that
is truly life-lilce in every respect. This discourse
brings out the point that theatre
amplifiers should have plenty of reserve
power so that the fader will not have to be
run too high for sufficient volume in the
auditorium.
VARIOUS VOLTAGE VALUES
In the early days of sound systems, batteries
and small generators were used to
furnish DC for various tube elements, such
as plate, grid, filaments, etc. Today, filament
voltages, which are relatively low
voltages, are AC because improved circuit
designs and tube construction makes it
possible to use AC. Thus, relatively low
voltages are obtained from step-down
transfonners incorporated in the amplifier
assembly. Several different voltage values
may be obtained from one transformer, usually
incorporated in the power transformer
that supplies voltages for grid,
plate, heater, etc. All the necessai-y low
and high voltages can easily be supplied by
one transformer assembly.
As in the case of the tube filaments and
This photograph shows a representatiye group of resistors, capacitors, fixed value and adjustable values
in resistors, chokes, special wire-wound rheostats and other components found in high class amplifiers
used in theatre sound systems. These components are made in different values for various circuit
designs, and they are ruggedly constructed for long service. This view will help you recognize and find
various condensers, capacitors and other components in your amplifier for checking. One can check all
these components with a high quality multimeter. For high quality sound reproduction, replace any defective
component with an exact duplicate, using some substitute only in emergency.— Photo, courtesy Ohmite
Manufacturing Co.
mn^
DRIVE IN THEATRE )>r
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GRISWOLD MACHINE WORKS
PORT JEFFERSON, NEW YORK
Patentee, orit:inal and sole maker of
genuine GHISWOLD Splicers.
heaters, the DC potentials required for the
other tube elements and operation of the
photocell circuits are supplied by one fairly
large transformer. Therefore, all modern
theatre amplifiers are completely AC-oi>erated
due to good filtering in the rectifier
unit. This is called the "power supply"
for the pre- amplifier and power amplifier
circuits. Very satisfactory DC can be obtained
with proF>er filtering. The AC supply
for the filaments is supplied via "twisted"
wire circuit to each tube therefore, it is
easy to find the filament circuit; but the
AC circuit in any amplifier must be twisted
wire to keep hum from being picked up by
other circuits. The leads carrying DC are
not twisted. We think you should know
this information in order to do maintenance
work on your sound system.
We find the rectifier tube in most amplifiers
is generally the two-element tube,
and in fairly low-power amplifiers it is
customary to use the full-wave type having
two sets of elements in one bulb because
of the more easily filtered output
currents. Now, for high-voltage rectifiers
in heavy duty power amplifier stages, separate
half-wave rectifier tubes are used in
the full-wave circuit because of insulation
AT AI.I. THEATRE
SITPPLY DEAI.ERS
THE GREATEST NAME
IN FILM CEMENT
UNION
MADE
Registered U.S. Patent Office
FISHER MANUFACTURING CO. i las mt. read blvd., Rochester 6, n. y.
UNION
MADE
46 The MODERN THEATRE SECTION

difficulties in the full-wave tubes. Heavy
duty full- wave rectifier tubes, namely, 5Z3,
5R4GY and 5U4G are some of the most
FKjpular rectifier tubes used in theatre
sound systems.
HEAVY DUTY CONDENSERS
The major filter condensers in modern
theatre amplifiers are heavy duty, some
amplifiers using double 8-microfarad units
of not less than 450-475-600 volt capacity.
These capacities give a very liberal margin
of safety and excellent filtering. Some
power supplies also use heavy duty chokes
for better filtering in connection with the
filter condensers. Of course, some makes
of amplifiers use special types of filter
condensers, such as 4 microfarads and 600-
volt capacity; others use 1,000 microfarads,
25 volt, and filter condensers 40x40 microfarads,
500 volts, etc., in power supplies.
We are pointing out some of the values of
condensers in various makes of amplifier
power supplies to give you some idea of the
importance of filter condensers and using
correct values in replacement. Good filtering
is absolutely necessary in order to secuie
good operation and hum-free performance.
Most manufacturers use a single condenser
type for all circuits which greatly
simplifies maintenance problems, even in
the event one condenser may fail in one
or more individual condenser sections. More
than one condenser, of course, is used in
the filtering assembly.
If your sound reproduction is not up to
par, and the equipment is several years old,
it is possible to "modernize" the sound system
and obtain very satisfactoi-y sound
reproduction. A major job of doing a modernizing
job on the amplifier or pre-amplifier,
or both, requires knowledge of electronics
and high-quality test equipment
and test films.
CAN MODERNIZE SYSTEM
Sometimes one can make some circuit
changes in order to secure good overall response
from the amplifier, and then the
addition of a late-type, two-way loudspeaker
system will materially improve the
sound quality. In some situations, it may
be necessary to change the sound heads
in order to improve quality and eliminate
distortion and flutter originating in the
sound heads. On the other hand, a modern
pre-amplifier and power amplifier may
do the job, plus overhauling and adjusting
the sound heads for better operation.
We do want to emphasize the importance
of matching all the components in quality,
or your modernizing job will fall flat on
its face; because one inferior component
can ruin the modification of other units.
All cormponents must work as
a "team" in
order to secure perfect results. F^-ankly, in
many cases, it is easier to rebuild an amplifier,
if it does not have too much age,
and make it reproduce satisfactory sound
output than to rebuild some types of
sound heads that are ten or 15 years old.
And the addition of a modern, two-way
loudspeaker will greatly improve sound
reproduction, if you have ased single speakers
or the loudspeakers are a very old type.
The two-way loud.speaker system gives
vastly superior sound p)erformance over the
single-type installations. Excellent overall
frequency response, from 40 to 15,000 cycles
can be reproduced. The crossover, or socalled
dividing network, either at the loudspeaker
assembly or in the power amplifier,
produces .sound that is natural and life-like
in reproduction, if properly installed and
the amplifier is adjusted to fit local auditorium
conditions. While not a cure-all
for all sound defects, such as poor
acoustics, poor quality output from amplifier
or reproducer, a good loudspeaker system
will "help" to improve many conditions
if some adjustments are made in the
Brjlliance-
Definition-
Contrast/i
sunin
I
N.I
balance of the sound system. We have
vastly Improved .sound by installation of
either RCA or Altec-Lansing Coi-p. speakers,
for any of the leading sound systems.
The Altec-Lansing loudspeakers are used
with Simplex, Century and Motiograph,
but can be used with other systems.
While RCA's fine line of speakers is u.sed
with RCA equipment, it can be u.sed with
other makes of sound systems, with proper
imjjedance matching and networks.
In conclusion, one .should set up a daily
routine of cleaning the .sound head, .sound
lens, sprockets, guide rollers, rotary .stabilizer
and exciter lamp for correct adjustment.
Dirt or dust on the sound lens will
cause a loss of volume; poorly focused and
For sparkling screen play
that leaves your patrons
ready for more, use only
SUPER SNAPLITE Projection Lenses.
Belter equipment is the surest way to Better
Boxoffice . . . and your lenses are the most vital
element in equipment set-up. Ask your equipment
dealer for a copy of Bulletin 222.
/injlOl..liA%Olt4;KW
\sj_--^
Northampton, Mossachusetts
Continued on following page
BOXOFFICE AprU 7, 1958 49

!'!
SOUND TROUBLE EASILY CORRECTED
Continued from preceding
page
dirty exciter lamp will also cause a loss
of volume and poor quality sound reproduction.
Clean sound lens with a soft lens
tissue.
Amplifiers should always be turned on
at least 15 to 30 minutes before show time.
If meters are part of the amplifier equipment,
one can check tubes and get a good
idea whether the circuits and tubes are
working normally and ready for operation.
Make sure the tubes fit snugly in their
sockets. Keep a spare set of tubes on hand.
Some sound systems are not pro\ided with
adequate facilities. If the equipment does
not include meters for checking individual
plate currents of tubes, the projectionist
will do well to have a reliable radio serviceman
come in and check the tubes at
least every two weeks. This precaution
may prevent a number of breakdowns, and
the cost of such service is negligible.
HAVE VOLTAGES CHECKED
The serviceman can also easily check the
voltages at the tube elements, if you have
a fairly late amplifier which makes it
simple to get at the sockets. The correct
voltages must he maintained for maximum
performance of your sound system. If you
do not have these voltages, your radio
technician can check with his tube manual,
which will give approximate "right" values
for your sound system. Voltages vary for
different makes of sound systems, but only
slightly. You can depend on the tube manual
for recommended voltages. Wc do suggest,
however, that you obtain tlie correct
voltages for the various tube elements, and
power supply, from your local supply dealer,
engineer or manufacturer. Likewi.se, schematics.
In some equipment, the schematics
and component values are pasted inside of
the lid of the unit or amplifier. This is as
it should be, in my opinion.
A HAPPY MEDIUM
Good monitoring of sound is very important
to the enjoyment of the patron.
There is a tendency to feed excess volume
in the auditorium, regardless of whether
the house is only partly filled or full. Too
much volume is very irritating to those
with average hearing, but there should be
sufficient volume for those who cannot hear
so well. One should try for a happy medium
in volume and then mark places on
the fader for various settings for a few
people to a full house; then judge the
sound via the monitor. I recommend a
good projection room speaker if you want
better somid and correct volume in the
auditorium.
Finally, we are presenting, with this
article, some data on how easy it is to
build your own test equipment, even though
you do not have an extensive background
of electronics.
Light Caravan on 60-Day Tour
Of Nation's Film Centers
To Demonstrate Lamp
Featuring the blown arc lamp based on
a new principle of producing .screen lighting
up to 65,000 lumens, the Strong Caravan
of Light is on a 60-day tour of the
nation's film center cities to demonstrate
'The World's Most Powerful Light Source."
The tour opened March 17 at the Bel- Air
Drive-In, Detroit, with area exhibitors,
projectionists, dealers and reporters present
to watch contrasts between screen
lighting provided by the touring equipment
and the permanently installed equipment
at the Bel-Air, the same film prints being
used by both projectors for fairness of
contrast in changeovers.
The Strong Light caravan consists of a
large truck equipped as a mobile projection
booth, with motion picture projector, the
new arc lamp, power conversion trans-
A MOST
%A^.
Strong's mobile projection booth which is touring
the country, giving demonstrations in large drivein
theatres of the new Jetorc lamp. From left, are
Ray Shuff, traveling lATSE projectionist; Harold
Brown, soles manager, and Arthur Hatch, president
of Strong Electric Corp.
Since the only light which con reach your screen
must be reflected to it by the lamphouse mirror, the
brilliancy of your projected pictures is dependent
directly upon the condition of that reflector.
All reflectors gradually deteriorate. A drop of
only 10% in reflective efficiency results in a 10%
decrease in screen brilliancy and represents a loss
amounting to 10% of the cost of your current and carbons. Hence, the cost of regular
mirror replacement is truly insignificant.
Silvered gloss mirrors reflect maximum light with o minimum ei h*ot at the
aperture.
Genuine National Precisian Gloss Reflectors ore available for all types and
makes of arc lamps.
n DISTRIBUTED BY NATIONAL THEATRE SUPPLY COMPANY
A SUBSIDIARY OF
formers, rectifiers and water cooling devices.
Ray Shuff, lATSE projectionist,
ojjerates the equipment at all demonstrations,
which are held, so far as possible
in each area, at the drive-in having the
largest screen.
Since the blown arc lamp delivers up
to 65,000 lumens, it obtains a brUliant picture
with evenly distributed illumination,
depth, detail and sparkle on even the
largest outdoor screens. Drive-in exhibitors
witnessing the demonstrations see In the
new type lamp a means of starting their
summer shows as much as a half-hour
earlier, overcoming one of the handicaps
of daylight savings time in many regions
where the first show has not been possible
until too late for volume business.
The blown arc lamp is based on a newly
developed technique in carbon biu-ning
that forms a three-dimensional cylindrically
shaped arc source, permitting the use
of an optical system of much higher efficiency,
Including the largest main reflector
ever placed in regular production.
50
The MODERN THEATRE SECTION
iiiii I
iiiiiiiniiniwkiiffWM

double
"
PROJECTORS ARE DESIGNED
FOR ALL NEW ARC LAMPS
Many Advanced Features Are Standard Equipment
#% NEW LINE OF Ceiitufy projector
mechanisms which will take the place of
the Model C and Model CC projector
mechanisms has been announced by CentuiT
Pi'Ojector Corp. These new mechanisms
will be known as the Model H (single
shutter! and Model HH i shutter).
The simplicity, sturdiness and long-life
features of the former Model C and Model
CC mechanisms have been retained. The
new mechanisms include advances and improvements
developed for such outstanding
successes as Cinerama, Paramount horizontal
Vista Vision, Cinemiracle (opening
shortly at the Graumans Chinese Theatre
in Hollywood and the Roxy Theatre in
New York) as well as some of the features
incorptorated in the 20th Century-Pox Film
55mm-35mm projectors yet to be announced.
Thus the new Centm-y Model H and HH
mechanisms are the latest,
most efficient,
and up-to-date projector mechanisms available
today, according to the manufacturer.
They are patterned on mechanisms designed
for nonstandard film widths (wide
films) and can therefore be mcxJified for
use with "wide" films, whenever such films
are available commercially.
These new Model H and Model HH
mechanisms include as standard equipment
many new features as follows:
1. New, heavier main frame designed for
the new "air flow" cooling which greatly
reduces film trap and aperture temperatures.
2. New shutter guard and shutter operation
for higher efficiency light transmission.
Can be used with F 1.5 light speed
arc lamps thus providing for all foreseeable
future developments of arc lamp designs
and new arc lamps recently announced.
3. Curved film traps and gates which
have proven so beneficial for reduced film
distortion with clearer, sharper pictures
under even the most adverse conditions.
Century Model C-4 intermittent movement. New in
design, having larger starwheel, starwheel shaft, cam
and cam pin and easily removable sprocket. Designed
primarily for use with wider films and multiple
projection, it gives added sturdiness and more accurate
film registration with clearer, sharper pictures
on motion picture screens.
4. New lens mount with single, heavy,
center-driven focusing screw and support.
This new design provides smooth, even nonbacklash
focusing control even with extra
long lenses. The new lens clamp firmly
grips the lens over most of its length and
provides for air circulation around the lens
thus reducing lens operating temperature.
This new lens mount helpis prevent out-offocus
drift caused by changing lens temperatures.
5. The new gate mount provides for using
large rear element

""— ""naiinf'TiniTriiiifi J
Easily Assembled Merry-Go-Round P-1696
With 28 Brilliant Horses
FOR MORE
INFORMATION
from the viewpwint of exhibitors. The
horses come in two sizes, 31 and 41 inches
high. Shipping weight of the smaller horse
USE Convenient
Readers
Bureau Coupons
A fast-moving merry-go-round for kiddies,
teenagers and adults has been developed
for drive-in playgrounds after
two years of planning and designing by
King Amusement Co., Inc. Of the 28, two
abreast. Fibreglas horses, 20 are full adult
size and eight for kiddies. Each horse is
brilliantly decorated in contrasting colors
and has no protruding legs to break off.
Proper fit and smooth working of aU parts
is assured by the ride being completely assembled
and operated at the factory before
it is shipped. The five-ton ride may be
transported in a 20-foot truck, may be assembled
in 2'2 hours at the drive-in by
three men and occupies a space of 30 feet
in diameter. Select dry lumber is used for
all platforms and sweeps; cross rails and
the foundation are all steel construction.
The ride can be supplied with either gasoline
engine or electric motor.
track fits in a space 110x175 feet, has no
banked turns, is surfaced with two-inch
thick asphalt or equivalent and is usually
located between the screen and the ramps.
The promotion, which attracts a great deal
of publicity, consists of car races between
children seven to 12 years old. Within
each age group, boys and girls are eligible
to compete against one another. Plans call
for racing on city, state and national levels
with prizes given at each level. The contests
are usually sixansored by local newspapers,
Jaycees, Kiwanis, Lions, Rotary,
Elks, P.T.A., churches, schools and other
public spirited groups, since the company
stresses safety with the racing rules, making
skill and alertness as essential as speed.
The cars cannot overturn. They are
the only U. S. junior car selected by the
U. S. Commissioner General's Office and
Committee of Selection and Procurement
(Official U. S. Committee) for exhibit at
the 1958 Brussels World's Pair, the company
states.
is 127 pounds; 200 pounds for the larger
model.
All-Beef Barbecue Sandwich
Year-Round Taste
Pleaser
P-1699
PowerCar Co.
Drive-ln
Offers
Promotion
P-1697
A business-building promotion for drivein
theatres, that needs a relatively small
area, is offered by The PowerCar Co. The
only requirement for exhibitors is the
purchase of one PowerCar and the construction
of a track according to the standards
of the Junior Crusader National Ass'n.
The PowerCar representative will then promote
a minimum of six new vehicles to
local sponsors, the company says. The
52
Gaily Painted Hobby Horses P-1698
With Low Maintenance Costs
Individual hobby horses of cast aluminum
on which children can enjoy swinging
back and forth within limits of a sturdy
steel base are being introduced as drive-in
playground equipment by the Allan Herschell
Co. and the Miniature Train Co.
Brightly painted to resemble merry-goround
horses, the hobby horses have immediate
appeal for young theatre patrons.
In situations where the horses have been
set up on a test basis, they quickly became
favorite play equipment. The strong steel
base assures maximum safety and the
horses are said to be durable enough to
last for generations. Absence of maintenance
expense is an outstanding feature
Claims made for products described editorially
on this and other pages are token from the
manufacturers' statements.
TempTaste Bar-B-Q Sauce and Beef, a
high profit sandwich with a record of high
volume, repeat sales in drive-in theatre
test situations, has been introduced by
Greer Enterprises. The year-around item,
especially popular with youngsters, usually
sells for 30 to 35 cents, yet the costs
per sandwich are only 10 cents for the meat
filler and two or three cents for the bun.
Service portions of TempTaste come in
cans, ready for heating and serving. The
meat is said to keep for a week to ten days
after the can has been opened. The allbeef,
sauce-flavored product also has won
quick acceptance in situations where it was
served cold as a big-ticket sandwich filler.
The MODERN THEATRE SECTION

Quartet of Quieter Models
Added to Generator Line
P-1700
Four quieter, more powerful motor generator
sets for projection requirements
have been announced by the Hertner Electric
Co. simultaneously with announcement
of a new marketing arrangement for the
firm's TransVerteR products. Independent
theatre supply dealers of the United States
and Canada now are authorized to distribute
the line, which also will continue to be
offered by National Theatre Supply branches.
Largest of the foui- added models is
the iUustrated Type HP 200/400 amperes
at 90 volts DC with a 40 h.p. motor. Common
to all four models are horizontal construction
operating at 1,750 RPM. Each
motor generator has three major components;
enclosed control panel for wall
mounting, fully enclosed dual ballast rheostat
and a magnetic motor starter. The
rheostat requires no special ventilation.
The other models are Type HC 75/150 amperes
at 48 volts DC with a 7 '/a h.p. motor;
Type HH 125/250 amperes at 75 volts with
a 25 h.p. motor, and Type KL 150/300 amperes
at 90 volts with a 30 h.p. motor. Each
of the generators incorporates latest engineering
advances developed by Hertner,
a pioneer supplier to the theatre industry.
Trailer, Merchandising Aids P-1701
For
Candy Concessionaires
Theatre concessionaires stocking the line
of candy bars produced by Hollywood
Brands, Inc., are offered free a full-color,
animated, 45-second 35mm trailer that
stimulates patrons to visit the concessions
stand, especially whetting appetites for
candy bar purchases. Also to theatre concessionaires
stocking its candy bars, the
company provides a free merchandising
plan built around items appealing to
youngsters, such as attractive T-shirts,
flying gyros and satellites.
Nonalcoholic Brew Exclusively
For Drive-ln Theatre Situations
P-1702
Pilser's Maltcrest Brew, brewed exclusively
for sale at drive-in theatres at the
controlled price of 35 cents, is being introduced
by the Savon Co. following a year's
successful trial in many different tyj>es of
situations. Since the drink contains less
than one-half of 1 per cent alcohol by
volume, it meets federal standards for a
nonalcoholic drink and hence do«s not
come under jurisdiction of the liquor control
board. Sale is i>ermitted in 44 states.
In tests. 85 per cent of this product's sales
were "plus" business, not sales taken away
from other beverages In the concessions
line. If no refrigeration is available, a
plunge into ice water for 15 minutes will
bring cans of the product to the desired
serving temperatures of 40° to 44°.
Buttered-Before-Popping Corn P-1703
With Maximum Poppability
Combo popcorn, a buttered-before-popping
product said to attract as much as
24 '/2 per cent new and profitable jxjpcorn
business because of its fresh, distinctive
butter flavor, is being introduced to drivein
and indoor theatre concessions by Pood
Sales, Inc. The patented Combo process
treats kernels with butter and seals in the
butter with popping oil. Since the process
thus provides each kernel with the proper
amount of popping oil, it is unnecessary for
the theatre popcorn machine attendant to
add popping oil when ready to prepare a
supply for immediate sale. With the
human error element eliminated, there is
no chance for a batch of corn being popped
by the theatre popcorn machine operator
with either too much or too little oil, preventing
costly wastage. Combo prebuttered
popcorn needs no refrigeration, due to the
butter being sealed in the kernel by the
popping oil. Other advantages important
to the theatreman are maximum poppability,
standardized costs, tender and
hulless popped kernels. A 25mm animated
cartoon trailer and a butter-yellow lobby
display are available as sales aids.
Eight-Drink Automatic Vendor
For Big Theatre Operations
P-1704
Push-button selection of five carbonated
and three noncarbonated drinks is provided
for theatre patrons by the eightdrink
SodaShoppe manufactured by Apco.
Inc. The unit is made for handling heavy
theatre concessions trade, providing a
2.000-cup capacity, 2,500-drink capacity,
dual cup stations and five syrup tanks. Illuminated
plastic decorative features of the
tall case attract attention of patrons entering
the theatre concessions area. Each
SodaShoppe augments this decorative eyeappeal
by an exterior color combination
closely associated with a nationally known
beverage, being available in Coca-Cola red,
Pepsi-Cola blue, Nehi red-and-white, Canada
Dry green and Dr. Pepper green. Tendrink
models of the vendor are available.
Music, P. A. Commercials Taped P-1705
For Individual Drive-ins
Music and concessions announcements
tape-recorded for playing at intennlssions
are custom made for individual drive-Ins
by the Alliance Drive-In Theatre Recording
Service. Production of each tape Is
aimed primarily at increasing .snack bar
sales. The service also will promote coming
attractions at an individual theatre
when requested. Another service is taping
mu.sical jingles, based on the slogan, "Get
More Out of Life—Go Out to a Movie,"
for a drive-in's local promotion. Cost of
the service can be more than paid for by
the drive-in managers selling commercial
announcements on the tapes to mercliants.
Alliance announcers tailor their dialect to
fit the section of the country in which the
theatre is located. This especially helps
southern managers who "don't want any
Yankees promoting their snack bar fare."
Concessions Promotion Plan
Builds Traffic and Sales
P-1706
A $100 theatre concessions promotion
kit, including four sweepstakes prizes, is
being offered free to exhibitors contracting
for a specified number of cases of barbecued
beef by the Castleberry Food Co.
The kit includes a 24-piece silverplate flatware
set with chest; Linda baby doll outfit
with wardrobe and trunk; full-size Gene
Autry cowboy guitar, and de luxe cowhide
double holster with pistols and leg straps.
Each kit also includes a fuU-color concessions
trailer featuring Castleberry's barbecue
beef sandwiches, plus spliced-on reminder
about the sweepstakes event; a fullcolor
electric sign featuring the sandwiches;
10,000 sweepstakes tickets and a
two-color ticket box. As an alternate plan,
an exhibitor may contract for fewer cases
and pay $30 for the promotion kit, later
receiving a $10 promotional credit for each
additional five cases, up to 15 cases, ordered
during the season.
Military-Type Construction P-1707
For Drive-ln Speakers
Weathermaster drive-in speakers by
Jensen, for 25 years manufacturer of speakers
for the military services, are being distributed
by Soundcrafters. Two types are
available—four and five-inch Model WP-
401 with a phenolic militai-y-type cone, and
two Viking models, wr-400 and WF-350,
four and three and one-half-inch, with
newly developed special moistureproof and
antifungus impregnated, fiber cone. Characteristic
of both types are electronically
cured, nonsoftening. thermo-setting adhesives,
phenolic impregnated spiders,
baked varnish impregnated voice coils and
nonswelling gaskets. Magnets, locked permanently
in center position, are unaffected
by accidents and rough handling. As a result
of such rugged construction, it is
claimed that these models will provide long
service life in face of rain, snow, dust, winddriven
grit or any other weather hazards.
BOXOFFICE AprU 7, 1958 53

about PEOPLE / and PRODUCT
Harry Weineks ;ippointment
as a^sisiant
theatre sah >
manager for t li i
Pep>si-Cola Co. was
announced by Charles
N. Baker, vicepresident
in charge of
national accounts and
syrup sales. Welner.
who will report to
Norman Wasser. theatre
sales manager,
Harry Weirter
has been with Pepsi-Cola since 1955. serving
in the national accounts department.
He was district manager of the central division
prior to his recent appointment.
D. Douglas Lauder has been elected director
of Canadian Kodak Co., Ltd.. and
Canadian Kodak Sales, Ltd.. both affiliates
of Eastman Kodak Co. Lauder is secretary
and sales manager of each of the Canadian
firms. He succeeds James W. Spence as a
director with each company. Spence had
resigned as chairman of the board of each
firm, effective January 1, but had remained
as a director until Lauder's election.
Lincoln McConnell. who joined Canada
Dry Coi-p. in 1936 as manager of the
Philadelphia division, has been elected
president of Canada Dry International.
Inc. He had served as a vice-president of
the international organization since 1949.
McConnell succeeds Wilbur M. Collins, who
retired March 1 under the firm's retirement
program.
Ervin R. Geib. a nationally recognized
authority in the theatre arc carbon field,
has retired as manager of arc carbon sales
for National Carbon Co.. division of Union
Carbide Coi-p.. after completing more than
50 years with the firm. He will devote himself
to his hobby, photography. FeUow
workers provided him with several pieces
of fine equipment for following this hobby
at his company-sponsored dinner in his
honor.
Capital investments worth $62,000,000
are to be made this year by Eastman Kodak
Co. at plants, research laboratories and
offices in Rochester, N. Y., Kingsport,
Tenn., and Longview, Tex. Various Kodak
regional sales divisions, processing stations
and other units in the United Stales will
also .share in the improvement program.
The amount to be invested in improvements
this year sets a company record, exceeding
last year's budget for the same
purpose by $2,000,000.
Irving Cohn is president and manager
of the Alamo Concessions Supply Co.,
which he opened recently in San Antonio.
Cohn was with the Jefferson Amusement
Co. 20 years, being a director at the time
he resigned to organize the concessions
supply firm. The company is handling a
complete line of supplies and equipment,
including lines carried by the Houston
Popcorn & Supply Co. A. J. Schmitt, owner
of the Houston firm, also has an interest
in the San Antonio company.
The Royal Photographic Society of
Great Britain has named John I. Crabtree,
a retired Kodak research scientist,
as an Honorary Fellow, Crabtree received
the recognition because of contributions to
"major developments in the practice of
processing in the black-and-white, stiU and
motion picture fields," 'While with Kodak,
Crabtree founded the department of photographic
chemistry in the Research Laboratories
and later was in charge of the
motion picture film developing department
at Kodak Park.
A SIX-WEEKS tour of European subsidiary
offices of 'Westrex Corp. took Fi-ank A.
Ungro. executive vice-president, to eight
countries. Ungro returned to the New
York office March 25 after stops in England,
Belgium, R-ance, Algeria, Switzerland,
Italy, Spain and Portugal.
R. A. "Al" Stelner has been appointed
vice-president in charge of sales for the
Lacy-Dane Corp., a new national organization
for marketing hot and cold food
and beverage equipment. The fii'm has
headquarters in Chicago. Steiner recently
resigned as vice-president and director of
now HEYER-SHULTZ
(UNBREAKABLE) METAL REFLECTORS
are available on 10 DAY FREE TRIAL!
... at last you can try this dependable, efficient oil metal reflector
without first committing yourself to an actual purchase. See for
yourself before you buy.
HtYtK—/tHUL L, INv^. Factory Street, Cedar Grove, New Jersey
sales and advertising for Helmco, Inc., after
being with that company 18 years,
A decade of serv- "
ice as executive secretary
for the organization
now
known as the National
Ass'n of Concessionaires
is being
completed by Tom
Sullivan. Piior to assuming
his present
office, Sullivan, a
DePaul Law School
graduate, was Midwest
Ton} Sullivan
representative for a candy manufac-
turer. The NAC was known as the National
Ass'n of Popcorn Manufacturers when Sullivan
took office. It later became the International
Popcorn Ass'n, then the Popcorn
and Concession Ass'n, after which
the present name was adopted.
The following concerns have recently
filed copies of interesting descriptive literature
with the Modern Theatre Information
Bureau. Readers who wish copies may
obtain them promptly by using the Readers'
Bureau postcard in this issue of The Modern
Theatre.
L- 1841—A catalog page describing "Toilaflex,"
a heavy duty plunger for clearing
theatre toilets of any shape or size, has
been prepared by the Stevens-Burt Co., a
division of 'Water Master Co. The natural
rubber plunger utihzes accordion-action
cup compression, enabling it to work from
any angle to force air deep into a stopped
up toilet trap.
L- 1842—Plastic marquee letters may be
quickly repaired even by inexperienced theatre
help with the use of Plastic 'Weld, according
to two circulars prepared by the
Plastic 'Weld Co. Chemical action is employed
to "weld" together broken pieces of
a letter. Plastic-'Weld also is said to add
life and color to a repaired marquee letter.
Coating the entire sui-face of a letter with
the welding chemical will greatly increase
the strength of the plastic.
L-1843—EPRAD equipment and construction
services available for drive-in theatres
are described in a folder released by
Electrical Products Research and Development
Co. The folder offers especially timely
aid for the outdoor theatremen who may be
new to the field and who seek experienced
guidance in technical aspects of equipment
selection and operation.
Dust is a big problem with most driveins
as it detracts from their location, increases
maintenance cost and definitely
keeps business away. Many operators of
drlve-in theatres have eliminated dust by
using calcium chloride.
i
54 The MODERN THEATRE SECTION

—
—
\3nsM
• ALPHABETICAL INDEX
• ADLINES & EXPLOITIPS
• BOXOFFICE BAROMETER
• EXHIBITOR HAS HIS SAV
• FEATURE RELEASE CHART
• FEATURE REVIEW DIGEST
• REVIEWS OF FEATURES
• SHORTS RELEASE CHART
• SHORT SUBJECT REVIEWS
• SHOWMANDISING IDEAS
THE GUIDE TO j BETTER BOOKING AND B U S I N E S S - B U I L D I N G
What Does It
Take to Boost Boxoffice? Here's One Answer
Month-Long Campaign by Alliance Manager Packs 'em in at Grand in Terre Haute, Ind.
"D
What does it take to boost business
make it blossom where little or none
existed before? Pete
Panagos and other
^^^^ executives of the Al-
liance circuit in In-
t
o^kmR
Lj -^ '^Ti diana and Illinois
threw this challenging
question at its
showmen the first of
this year, and came
up with some clearcut
answers.
The theme of Alliance's
annual January
showmanship drive was Boost Our
Boxoffice, B.O.B.O. for short. Finishing
well on top was Ed Kennelly, Terre Haute,
Ind., district manager who headquarters
at the Grand there.
Panagos cites Kennelly's success in
"boosting his boxoffice" as an example
of "our upbeat thinking and methods in
combating TV."
The showmanship activities put across
by Kennelly and his staff at the Grand
during the month-long drive varied from
a Mealtime U.S.A. cooking school, a campaign
against TV-itis, an opening night
variety show by college students to a staffinspired
Question Box and a Hot Dog
Week promotion at the concession stand.
No single promotion was outstanding;
there were many, each one well-planned
and aggressively carried through.
A cooking school sponsored by the Terre
Haute Tribune-Star drew SRO for one
week, "spiced up" as it was with many
donated prizes from local merchants, each
of whom presented his gift to the winner
in a stage ceremony. The theatre received
a rental, and the staff used the occasion
to extend courteous service, etc.
Of course, the Tribune-Star used plenty
of publicity, including a page in its rotogravure
section.
With this auspicious start, the threads
of promotion started to intertwine—Saturday
morning matinees, a midnight chiU
special with a two-for-one pass gimmick,
a grocery giveaway, several card and ad
activities emphasizing that theatre business
is good because of great motion pictures
and their great entertainment su-
Sevcral selections taken at random from Ed Kennelly's scrapbook. The girls ore two Hawailans,
Diane Yawata and Eleanor Domingo, headliners in a stage show. At lower right, a group of teenagers
on stage for some tricks and fun at a special by Dr. Satan and a "Shriek" show. Other illustrations
ore displays and copy on a couple of cards.
periority over television offerings—these
and other stunts, all began to weave lines
of appeal leading to the boxoffice.
A climax was reached with "Old Yeller"
and a ten-act vaudeville show staged
one night during its run. A weekend attendance
for "Yeller" at the 1,000-seat
Grand totaled 13,850 and set an alltime
record. The ten-act live show, at 8:30 Friday
night, with the film on that break,
grossed $1,014, all going to the theatre.
The vaudeville was staged by students
from Indiana State Teachers College at
Terre Haute, produced by Archileen Chambers.
Titled "Varieties of 1958," the stage
program not only filled eveiy seat but all
standing room.
The next day, Saturday, the first show
was sold out at 2 p.m.. and lines continued
through that day and Sunday. Local theatre
managers said they had never seen
BOXOFFICE Showmandiser April 7, 1958 — 79 —
anything hke it. For his holdover ad, Kennelly
featured this copy;
•13,850 People Can't Be Wrong . . . We
Apologize to All Who Could Not See 'Old
Yeller' Over the Weekend. This Picture
Will Be Held Over TiU Thursday. I Still
Can Say Business Is Good. You Can't See
This Type of Entertainment on Television.
I
signed) Ed Kennelly."
The same copy was used in a 2-col.
11-inch ad on a bill of "Baby Face Nelson"
and "The Dalton Girls" with this prolog:
"To All Our Patrons—I Say Thanks.
Operation iB.O.B.O.) Was a Success
Boost Our Boxoffice—And You, the Theatregoing
Public Did It . . . Why? Because
We Have Good Pictm-es. There Is Nothing
Wrong With Our Business. It Is Good."
A tent distributed at all local restaurants
(Continued
on next page)

Kennelly
What It Takes to Boost Boxoffice
(Continued from preceding page*
had this: "Why Look at Television . . .
Walt Disney Pi-esents 'Old Yeller,'
etc."
He got his "business is good" refrain in
the local Nosey News Hawk column h\ the
Terre Haute Tribune, which had this paragraph:
"Ed Kennelly. district manager of
Alliance Tlicatre Corp. and manager of
the Grand, says: 'Motion picture industry
is going great guns." says Ed, who recalls
January is BOBO month, meaning Boost
Our Boxoffice."
The Navy office had the marquee at
the Grand gaily decorated In flags and a
fine model display in the lobby for "The
Deep Six." Kennelly obtained six dozen
yo-yos, added five cartoons to the Saturday
program starting at 1 p.m. only, and
featured the performance as a kiddy special,
and attracted some 200 kids under
12, about 100 over 12.
SNEAK PREVIEWS OFFERED
Sneak previews were presented several
times. A 3x4-lnch ad announced these as
"It's a Big 2 for 1 Bargain . . . You can
come early and see the regular show first
and then see the complete sneak preview
feature at 8:30, or come at 8:30 and see
the regular feature after the sneak preview
feature. Or see the sneak preview
only. It alone wUl be well worth what it
costs to get in . . . When this picture comes
back for its regular engagement at the
Grand you'll urge your friends to be sure
and see it."
Kennelly's second day ad on "Old Yeller."
which opened on a Wednesday, had
this copy above a pressbook mat: "We
Are Proud to Present the Finest in Motion
Picture Entertainment. We Enjoy Having
the Whole Family Be the Judge."
At the bottom was an announcement of
the Friday night "Varieties of 1958" on
the stage.
A giveaway of seven baskets of groceries
worth $50 was featured on Thursday night,
the last night of "Old Yeller." Imprints
of 500 grocery bags of the Seabury supermarket,
the sponsor, lobby displays, screen
trailer clip, etc.. publicized this. The giveaway
was via bingo cards, legal In Indiana.
FINE ENTERTAINMENT!
Kennelly and his aides plugged away at
the themes that he personally, the Grand
Theatre and motion pictures in general
offer the finest kind of entertainment.
and that his business is good because of
that fact. This upbeat thinking was woven
through all promotions.
For example, he had 150 huge Alliance
Amusement Co. complimentary passes
made up for distribution by Jansen's and
Page's department stores, "account, courtesy
advertising in window," when he
played "All Mine to Give." The passes
were printed on yellow stock in red Ink
and measured 9'/2x7y2 inches. This copy
was featured:
"The month of January will be known
as operation (B.O.B.O.) 'Boost Our Boxoffice'
. . . So—In this new era of earth
satellites reaching for the moon Is now In
the realm of reality, so I pledge to the
r)eople of Terre Haute and the Wabash
Valley that I have reached into outer
spmce to bring you the finest in motion
picture entertainment."
Heralds and special ads announced a
Midnight Shriek Show, consisting of Dr.
Satan's "Shrieks in the Night!" stage
presentation, "The Black Room" and a
comedy and color cartoon on the screen.
Two-for-one passes were distributed to
patrons leaving this show, and 500 pictures
of Elvis Pi-esley and 500 pictures of
Marilyn Monroe were given away. Strong
radio advertising was used. SRO business
resulted.
In his campaign for "The Tarnished
'
Angels distributed 500 triangle
. . .
. . etc."
standees to the hotel dining rooms and
coffee shops, several restaurants and drug
stores with this copy on one side, "Make
This Year of 1958 Your Movie Year
Take Your Family to Dine Then .
The Grand sold over 600 hot dog sandwiches
in a two-week period which he
launched with a "National Hot Dog Week"
special, one hot dog free with each purchase.
Kennelly obtained 26 pounds of
weiners free from a Chicago supplier
whom he had approached several months
earlier on a giveaway. The National Hot
Dog Week idea finally got the donation
requested.
WORK ON CONCESSIONS
The concession featured one or two specials
daily, advertised as "The Treat of the
E>ay." The staff got behind Buttercup
com, and in one week sold 3,402 boxes.
"My success in the B.O.B.O. drive took
the tireless effort of my entire staff," Kennelly
reports. "My secretary Irma Cultice,
besides helping me with campaigns, helps
to keep the other employes inspired . . .
And we do have a very efficient and alert
staff—courteous doormen, pleasant cashiers,
neat and smiling attendants and a
crew of alert and polite ushers."
One staff meeting came up with an idea
. .
for distribution of yellow comment slips,
which were headed "Theatre Business Is
Good . There Will Always Be a Theatre."
TV Station Uses Program
Featuring Local Theatre
A local TV station provided excellent
promotion for the Olympic Theatre, Watertown.
N. Y., recently when Olympic Manager
Jack Mitchell had the TV cameraman
come to the theatre and take shots
of the booth, showing new developments
in exhibition and equipment, and of the
auditorium, restrooms and lobby.
The TV station used the material in a
15-minute Sunday evening program, with
its own newscaster doing the narration.
Jack, given 24-hour notice of the time of
the telecast, also was on hand to assist.
The film covered every operation of the
theatre and emphasized its importance to
community life.
Locally Made Film
Chance for Goodwill
The world premiere of a locally filmed
motion picture, "Outside the City," was
not only a goodwill promotion at the Elstun
Theatre, Mount Washington, Ohio,
but also marked a personal achievement
on the part of theatre owner Elstun A.
Dodge. The pictm-e, fUmed In Anderson
township. In which Mount Washington Is
located, was premiered at the theatre on
a recent Monday through Thursday. It
was made by CecU Clark, an Anderson
township businessman, who is also an amateur
photographer, imder the supervision
of Francis Wolfangle, the volunteer fire
and with much encouragement and
chief,
advice from Dodge.
It started as a training film for the fire
department and life saving squad and
grew until it included nearly all of the
townspeople and virtually every activity in
the community. Merchants were included
in the picture and, through the purchase
of advertising, helped defray the production
expense.
At the theatre. Dodge ran one showing
each night to capacity audiences at normal
admission prices, then donated part of the
receipts to the fire department. Music for
the picture was tape-recorded by the
American Legion band, along with narration,
which was synchronized with the
film. The recorder was plugged into the
theatre sound system.
Filmed In 16mm and running three
hours in length, the pictiu-e includes in
addition to the fire department and life
saving sequences, holding of a mass in the
town's Catholic Church, a minister commenting
on Protestants beliefs, etc.
Stage Event for "Enemy'
Clarence Mitchell, manager of the EHmwood
Theatre, Penn Yan, N. Y., with Navy
cooperation, set up a lobby display and
presented a stage event for "The Enemy
Below." On Sunday afternoon a sailor gave
a brief talk on the Navy and Its advantages,
then acted as a judge for a model
ship contest which was part of the picture
promotion. Following this stage event,
Mitchell conducted a drawing for free
model boats.
— 80 — BOXOFFICE Showmandiser April 7, 1958

lanaf
.50rv
rors ron I
'3
Cavalcade of Fashions
Ups 'Karamazov' Take
Distributor promotional aids such as the
MGM Cavalcade of Fashion, which is
available on special deal in behalf of "The
Brothers Karamazov," admittedly are expensive
and limited to some of the lai-ger
situations.
In Milwaukee, John McKay, manager of
the Riverside Theatre, circuit officials and
MGM publicists highlighted a thorough
campaign for "Brothei-s," which included
the routine media of TV spots, radio,
newspapers, lobby displays, bannered
trucks, etc., with a two-day Cavalcade of
Fashion at the big Boston Store there.
After completion of the run they came up
with an analysis, with figures, offering
proof that the fashion show upped proceeds
21 per cent over expenses.
The Cavalcade, featuring ten of the
shimmering gowns designed for the film,
was in charge of Ruth Schandorff, MGM's
ambassadress of fashion, and the Boston
Store's Mrs. Obendorfer. Five of the gowns
were illustrated in a 5 cols., 21-inch ad
published by the Boston Store and Hollywood
V-ette Vasarette announcing the
Cavalcade for March 7, 8 on the store's
second floor.
Tlie show was heralded as one of the
most spectacular ever presented to the
Milwaukee public, and drew SRO.
It was followed up with radio and TV
interviews, giving the area a strong saturation
for the pictui'e.
Teachers Sell 'Karamazov'
After Special Showing
A special screening of "The Brothers
Karamazov" was held for invited guests
about ten days before the picture's opening
at the Tower Theatre in Dallas, and
Interstate Cii-cuit City Manager Hal
Cheatham said the picture gained excellent
publicity. Invited guests included drama,
history and literature professors at Southern
Methodist University, book review
critics and campus newspaper editors,
county and city librarians.
The picture also received attention
through a two-column, four-inch photo in
the Dallas Morning News showing Tower
Manager James L. Reynolds presenting an
autogi'aphed shooting script of the picture
to the head of the SMU speech department.
One-Price Spook Show
A four-feature program on Halloween,
with one price to eveiTbody, last year produced
a bigger Halloween business than
ever before for a drive-in in Salt Lake City.
According to Harold Chesler, there were
tremendous "stretches" instead of intermissions
and the concessions stand really
did the business.
Going Over Like Sputnik!
A series of Crazy Auctions has gone over
at the Gloria Theatre in Urbana, Ohio,
"like the sputnik," reports William Bean,
manager. He says he had no trouble lining
up merchants for the ten-week series.
Letters With the Sad (or Happy) Look
Work Wonders in Nebraska Community
A promotion with a personal touch is
"working wonders" in the small community
of Chadron, Neb., for Ray E.
David and the Pace Theatre, which he
manages for the Black Hills Amusement
Co.
"I have two separate kinds (illustrated
above) of special stationery printed,"
David explains, "one with a snapshot
of myself wearing the sad, worried
look and one with another snapshot with
the happy, tickled-plnk look.
"Not having seen some of our patrons
for quite some time at the theatre, I
sit down and write them letters noting
their absence, telling how we've missed
having them drop in for a good show
and about the swell n;ovie they have
missed. These are written on the letterheads
with the sad, worried photo.
Boy in Misfits Roams
Town for 'Sad Sack'
There is no dollar sign on public interest.
A little, inexpensive stunt often gets as
much attention as a costly promotion.
Louis Crowe dressed a boy in oversized
army fatigues and size 14 boots and had
him roaming the streets with title and
playdate of "The Sad Sack" painted on a
stuffed duffle bag.
The boy really looked like a "sad sack"
and was worth many extra tickets for the
film.
Pass Contest Aids 'Wind' .
Ray McNamara of the Allyn in Hartford
offered pairs of guest tickets to those newspaper
readers submitting the three longest
lists of motion pictures staiTing Amia Magnani
and Anthony Quinn, as part of his
campaign for Paramount's "Wild Is the
Wind." McNamara also arranged a newspaper
profile story on Miss Magnanl.
BOXOFFICE Showmandiser AprU 7, 1958 — 81 —
"Followup letters are sent out as I
see them show up at the theatre again,
telling how we enjoyed seeing them so
engrossed with our program. The letterhead
with the happy, tickled-pink snapshot
is used this time.
"The comments are flying around fast
and furious. I have at this date sent out
113 letters and I've had at least 200
persons mention to me that so and so
got one how come I didn't write one
to them. It's creating a lot of talk about
us—and we aren't sitting here in the
theatre each night alone either.
"The idea is personal contact! Each
letter is written in longhand by me personally.
The envelopes are plain with
only a box number for return address.
This carries the personal touch aU the
way through."
Suburb Theatre Finds
Family Night Helps
A tie-in with a restaurant is helping to
boost business for the Shores Theatre in
St. Claii- Shores, a Detroit suburb. Family
Night has been a policy here for about
two months on Thursday evenings. Owner
Bert Penzien and Manager Bruce Harsen
decided to take a leaf from the policy tried
at some drive-ins—and offer admission to
an entire family at an even dollar on
Family Night. There is no limit to the size
of the family admitted at the single price.
Regular admission is 65 cents.
Realizing that people enjoy two principal
activities in going out for an evening's recreation—a
show and a good meal—Penzien
made aiTangements with a restaurant
across the street to sei^ve special family
dinners on Family Night. A regular dinner
is sold regularly at 95 cents—a very attractive
price to the diner-out In a typical
suburban neighborhood. Special menus for
children are offered, from 30 cents up.

•nnnMinriir
Opening the Drive-In With a Bang
At Cost of Little or No Money
Harold Field of Pioneer Theatres Tells How to
Jam Them in
By Harold Field
on First-Nights
All too often, after sparking an opening
with a big fuse, we open with a "phsst"
Instead of a bang. However. I feel that if
I can bring to you some of the thinking
that has gone into Pioneer Theatres opening
plans. I might stai-t you off on a
train of thought that will prove beneficial.
In our part of the country, we have
extremely uncertain weather in the spring.
However, we have learned from experience
that we are much better off to open our
outdoor theatres as early in the spring as
possible, rather than to drag out the length
of our season in the fall. In other words,
we force our op>ening but we shut off our
operation the very moment we drop into
the danger zone.
THE.^TRES IN
TOP SHAPE
All of this presupposes that our theatres
have been placed in excellent physical condition
and that oui- over-riding aim and
desire is to get as many patrons in the
habit of coming to the theatre again, as
quickly as possible.
We originally spent a great deal of
money in promoting a grand opening. We
had extensive newspaper advertising, radio
campaigns, window cards, bumper strips,
mailing pieces, even fireworks, announcing
the opening. As often as not, we would run
into a heavy snow, freezing weather, or 10
days to two weeks of heavy rain and find
that the opening was ruined and that all
of the money spent promoting it was lost.
The first thing we did was to subscribe
to the Kirk Weather Service out at Denver
and we have found it helpful. At least, it
is a lot better than a guess. We try, and
our conscience is clear.
After a few disasters in the early learning
years of outdoor theatre operation, we
began to believe and subsequent experience
proved, that a successful opening
could be achieved without the expenditui-e
of veiT much, if any money. Thus, if the
weather did ruin the opening or postpone
It a day or a week, at least we were not
out of pocket.
AIM AT BIG OPENERS
Since these early years, we have devoted
our time to finding expense-free or extremely
inexpensive, but effective means
of letting the pubUc know that our outdoor
theatres were about to
open. And we
have concentrated our efforts on getting
as many people out as possible the first
night.
Our opening efforts have run the gamut
from special premieres at advanced prices
The Author-
Harold Field, president of Pioneer
Theatres Corp., which operates more
than 20 theatres in Minnesota and
Iowa, is known as one of the most
progressive exhibitors in his territoi-y.
The article published here is based
on a talk he made at the Theatre
Owners of America drive-in conventionette
March 26, 27.
to free shows that the public was urged
to attend as our guests. Ours is essentially
a farming community and we estimate that
about 65 p>er cent of our attendance in
our outdoor theatres are from rural communities
and out of necessity, our efforts
in publicizing our openings, must be directed
principally to these people.
One idea that we used at various times
to promote our openings has been to work
through the county agent or the 4-H clubs.
We have worked out a benefit arrangement
for a preopening night of a top attraction,
if possible, and we had all of the 4-H
members over a wide area under the leadership
of the county farm agent trying
to sell tickets and publicizing the reopening
by so-doing. For this event, tickets have
been sold at $2 or $3 a car and the selling
organization has shared in the receipts on
a 50 per cent basis.
LET THE FARMERS KNOW
There are some excellent benefits to be
derived from this plan. Every farmer in
the county, in fact several counties, is
made aware that the outdoor theatre is
going to open and the opening date is
emphasized and fiimly implanted in their
minds. In some extreme conditions where
it was impossible to open the theatre on
the planned night, more publicity was secured
on the postponement and on the
new opening date. This plan afforded
plenty of publicity by the farm groups at
their various meetings and the newspapers
of necessity, went along far more than
they do ordinarily on an out-and-out commercial
venture. With several hundred kids
busily canvassing the area, rural as well
as urban

ors
I
^^
'Rodan!' Campaign
Is 95% in Displays
Arnold Kirsch, manager of the De Luxe
Theatre at 650 East Ti-emont Ave. in the
populous Bronz section of New York, put
all his eggs—or nearly so—in one basket
for "Rodan!" the science-fiction thriller
from Japan. He had lurid cutouts, banners,
transparencies and flashers fashioned into
inside and outside displays well in advance
and during the run. The displays included:
Starting two weeks ahead: Three-sheet
with a cutout of the flying monster and
title, etc.; transparency, with flasher and
back, in the lobby; 40x60 poster in outside
frame next to boxoffice. Special stencil
on six doors facing the street. Screen
trailer with special trailerette attached.
A 40x80 was made up with large Rodan
cutout and transparency on title-playdate.
Flasher bulbs behind the eyes of Rodan and
transparency, with two projector spots hitting
entire display.
Three-foot red cutout letters on title
were set up on both sides marquee on
opening day.
During the run : Seventeen-foot overhead
board with larger monster cutout and title
and copy in si>ecial letters, lighted by seven
spots at night, out front. Two 40x80 boards
on sidewalk at ends of the 17-foot board.
Kirsch confined his other promotion
to special newspaper ads, a soundtrack with
two 24-sheets on street, and "Rodan!" tape
on theatre's automatic telephone answering
service.
Lucky Money Tree Set
Up for 'Counterfeit'
A Lucky Money Tree, with phony money
bills scotch-taped to the limbs, directed patron
attention to "The Counterfeit Plan"
in advance of opening at the Alhambra
Theatre in HopkinsviUe, Ky. The tree also
won Manager James Stewart a prize In
the monthly showmanship prizes awarded
by the Crescent Amusement Co.
The phony bills were purchased from a
ten-cent store and rubber-stamped with
title, theatre name and playdate.
Some of the bills on the tree and some
of the others distributed to patrons bore
duplicate numbers, and if a patron matched
the duplicate number on the tree, he received
a cash award. Stewart used a few
dollar bills as prizes. A 28x60 standee beside
the money tree told about the lucky
bills and the cash awards. The tree, about
eight feet high, was silvered.
A Shopping Night Service
Samuel I. Safenovitz, owner of the Yale
Theatre, Norwich, Conn., tied up with 11
downtown merchants for a Thursday night
baby-sitting project. That night is a shopping
night in Norwich, with stores remaining
open to 9 p.m. Under the plan, shoppers
may leave their children at the Yale.
Matron supervision is provided in a special
section, with admission via children's ticket
distributed at the 11 merchants.
Striking
This striking
Acodemy Award
display is the
creation of
Marie Olcesc, manager
of the Vogue
Theatre in Detroit.
Miss Olcese lent
her feminine touch
to this appealing
and thoroughly
complete account
of the
Award nominees.
After the printers
finished
the
letters the entire
artistic
design
was planned and put
into effect by
Miss
Olcese.
Story or
Lobby Display on Oscar Race
Vuf,nfw'{(it'ffir
Theme Gives Window Displays
Added Punch on Satchmo' at Toronto
Victor Nowe, a whiz at setting window
displays in every possible spot in behalf of
attractions at the Odeon-Carlton Theatre,
outdid himself again in literally plastering
Toronto, Ont., with mentions of "Satchmo
the Great" and its star Louis Armstrong.
Unusual was Nowe's adaptation of
song
titles from the picture to centralize interest
in his window displays. For instance,
"When It's Sleepy Time Down South" was
the theme of a colorful window on beachwear,
which Nowe said, "is always enticing
in cold weather."
"That's My Desire" was tied up with department
stores for special i>erfume window
displays. All Fi-ench stores provided
ample space for the "C'Est Si Bon" song
idea. The crowning achievement in this
field came when for "Bucket's Crot a Hole
in It" Nowe secured window displays in
leading hardware stores.
"Royal Garden Blues" and "Black and
Blue" were the themes for window displays
in women's and men's apparel shops, and
in music stores themes were based on "On
the Sunny Side of the Street," "Basin Street
Blues" and "St. Louis Blues." "All for You,
Louis," was tied up with calypso material
in shirts and hats and various musical instruments.
One big downtown store, handling musical
instruments, devoted an entire window
to the history of the trmnpet and Nowe
decked the window with a mounted threesheet,
two blowups of Satchmo and a collection
of stills.
Nowe launched his campaign four weeks
BOXOFFICE Showmondiser April 7, 1958 — 83 —
in advance with a Sunday evening screening
for local disc jockeys, columnists, radio
live talent directors, dance band leaders
and Jazz and music club directors. Decca
Records provided a special program herald
which gave a biography of Armstrong, a
list
of his records and the opening date.
Decca also supplied long-play Armstrong
records, which Nowe delivered personally
to local disc jockeys; provided records to
be played in the theatre lobby from noon
to midnight; donated records for a 40x60
theatre lobby display, and supplied 400
window cards and streamers to music dealers,
department stores, record bars and variety
shops.
The Sinnott News Co. placed the pocketbook
edition of Armstrong's "Satchmo" on
sale in the theatre candy stand for a month
in advance, and provided window cards
and streamers in all of its book outlets. In.
the main downtown stores, the theatre had
special displays of stills and art work. Sinnott
used 35 truck banners and devoted two
entire radio station progi-ams to a review of
the book and the picture. On this program,
listeners were told that each patron arriving
at the theatre between 11:30 and
noon opening day would receive a free copy
of the book.
To more successfully reach the teenagers.
Nowe aiTanged for the Canadian
High News, a Toronto newspaper published
weekly for students and teeners, to run a
special editorial on the teenager and the
music of Satchmo. An ad was run in two
of the advance weekly editions and the editorial
created excellent teenage interest.

BOXOFFICE
BAROMETER
This chart records the pcrformonce of current ottroctionj in the opening week of their first runs in
lh« 20 key cities checked. Pictures with fewer then five engagements ore not listed. As new runs
ore reported, ratings are added and overages revised. Computation is in terms of percentage in
relation to normal grosses os determined by the thootre managers. With 100 per cent as "normal,'
the figures show the gross rating above or below that mark.
(Asterisk * denotes combination billi.)
r
-Across tlu- HriilKf iK.uik'
All at Sea (MGM)
Beautiful but Dangerous (20th-FV>x)
125 100 100 75 110 140
125 350 220 165 115 175
loTI
192

—
An Inrerprctotlve onolyiU of loy ond trodcpress reviews. The plui end minus signs Indlcote
degree of merit. Listings cover current reviews, updated regularly. This deportment serves
olso OS on ALPHABETICAL INDEX to feoture releases. Symbol U denotes BOXOFFICE
Blue Ribbon Award Winner. Photography: O Color; © CinemoScope; (V) VIstaVlslon; g) Super-
Scope; j}) Noturoma. For listings by eompony, in the order of releose, see Feature Chart.
Review digest
AND ALPHABETICAL INDEX
++ Very Good; + Good; - Foir; - Poor; = Very Poor. In the summory »t is rated 2 pluses
R
Vinaol 2160 Abominable Snowman, The
(85) ® Horror 20th-Fox 11- 9-57 + -f
2162 Across the Bridje (103) Dr RFDA 11-16-57 + ±
2126 ©Action of the Tioer
(94) © Adventure Drama MGM 8-24-57 ++
2169 Affair in Havana (70) Melodrama AA 12- 7-57 +
2132 Affair in Reno (75) ® Com-Dr Rep 8-31-57 ±
2178 All at Sea (87) Farce Comedy MGM 12-28-57 +
21590AII Mine to Give (102) Drama. .U-l U- 9-57 -f
2138©AlliDator Named Daisy. An
(88) ® Farce Comedy RFDA 9-21-57 ff
2133Amazin(i Colossal Man (80) Sc-F.-.AIP 9- 7-57 -f
2197 Ambush at Cimarron Pass
(73) ® Western 20th-Fox 2-24-58 ±
2200 ©And God Created Woman
(92) © Com-Drama Kinosley 3- 3-58 -H-
2166 OQApril Love (98) © Dr/Songs 20-Fox U-23-57 ++
2138 As Long as They're Happy
(76) Farce Comedy RFDA 9-21-57 -f
—B
2147 ©Baby and the Battleship, The
(96) Farce Comedy OCA 10- 5-57 -f
2162 Baby Face Nelson (85) Crime Dr. .. UA 11-16-57 -f
2120 Back From the Dead (79) ® Dr.. .20-Fox 8-10-57 ±
2193 Beast of Budapest, The (72) Dr...AA 2-17-58 ±
2197 ©Beautiful But Dannerous
(103) Romantic Dr/Music 20th-Fox 2-24-5S +
219S©Bi(i Beat. The (81) Com/Music. .U-l 2-24-58 4-
2199 Bitter Victory (82) © Dr Col 3- 3-58 -f
2140 Black Patch (83) Western WB 9-21-57 -(-
2140 Black Scorpion, The (88) Ho WB 9-21-57-1-
2178 Blood of Dracula (70) Horror-Drama AlP 12-28-57 ±
2155©Bombers B-52 (106) © Drama WB 11- 2-57 +f
218S©Bonjour Tristesse (93) © Dr. ..Col 1-27-58 tt
2180 Brain From Planet Arous. The
(70) Science-Fiction Howco 1- 6-58 -|-
2193 Bride and the Beast. The (78) Ho...AA 2-17-58 —
2168 ©Bridge on the River Kwai
(161) © War-Dr Col 11-30-57 H
2143 Brothers in Uw (90) Com Cont'l 9-28-57-)-
2200 ©Brothers Karamaiov, The
SO A^
(146) Drama MGM 3- 3-58 -ft
2127 Brothers Rico, The (81) Cr Col 8-24-57 -f-
2195 ©Campbell's Kingdom (102) OD..RFDA 2-24-58++
2134 Careless Years. The (70) Drama UA 9- 7-57 -f-
2148 Carnival Rock (75) Mus. Dr Howco 10- 5-57 ±
2139 Cartouche (73) Costume Adv SR..9-21-57 ±.
2185 Cast a Dark Shadow (84) Cr. Dr. DCA 1-20-58 -f-
2133 Cat Girl (69) Horror Drama AlP 9- 7-57 ±
2193©Cattl6 Empire (83) © Wn..20th-Fox 2-17-58 ++
2191 Chase a Crooked Shadow (87) Sus. WB 2-10-58 +
2126 Chicago Confidential (74) Crime UA 8-24-57 it
2164Colditz Story. The (97) Com-Dr. .. DCA U-16-57 -|-
2212 ©Cole Younger, Gunfighter
(79) © Outdoor Drama AA 3-31-58-)-
2139 Copper Sky (75) ® Western. .20th-Fox 9-21-57 —
2210 Count Five and Die (92) © Ac... 20-Fox 3-31-58 ±
2196 ©Cowboy (92) Outdoor Drama Col 2-24-58++
2192 Crash Landing (77) Drama Col 2-10-58-)-
2173 Crooked Circle, The (72) Action Rep 12-14-57 ±
2195 Cross-Up (S3) Suspense Dr UA 2-24-58-+-
2199 Curse of the Demon (83) Ho Col 3- 3-58 +
2128 Cyclops (75) Horror Drama AA 8-24-57 -f
—D
2174 Dalton Girls, The (71) Western UA 12-14-57 ±
2182 Damn Citizen! (90) Doc. Drama U-l 1-13-58 +f
2186 Darby's Rangers (121) War Drama.. WB 1-20-58 -f-
212K Daughter of Dr. Jekyll (71) Ho...AA 8-25-57-
2183 ©Day of the Badman (81) © U-l 1-20-58 ++
2130 Death in Small Doses (79) Ac AA 8-31-57 -)-
2157 ©Decision at Sundown (81) Western. .AA 11- 2-57 -f-
2178 ©Deeo Six, The (105) Drama WB 12-28-57 -+-
2139©Deerslayer, The (78) © 0D..20th-Fox 9-21-57 +
2203 Desire Under the Elms
(114) ® Drama Para 3-17-58 -f
2145 ©Devil's Hairpin, The (82)
® Car Racing Drama Para 10- 5-57 -f-
±
2182 Diamond Safari (67) ® Adv.. .20th-Fox 1-13-58 -f - ±.
2121 Di no (96) Drama AA 8-17-57-)- ++ -)-
2131 Disembodied, The (65) Horror AA 8-31-57 ± ±l ±
2127 Domino Kid (73) Western Col 8-24-57 i: ± +
2166©Dofl't Go Near the Water
(107) © Comedy MGM U-23-57 ++ ++ ++

REVIEW DIGEST Very Good; * Good; - Foir; — Poor; — Very Poor. In the summary i! is rated 2 pluses, — os 2 minuses.
s
o

—
Feotura productions by compony (n order of release. Number In square Is nottonol release date. Running
time is In parentheses. © is tor CincmaSccpo; lYi VistaVJsion; (Si Superscopc; N^ Noturoma; R Rogolscopc;
® Tochniromo. Symbol iJ denotes BOXOFFICE Blue Ribbon Award; O color photography. Letters ond combinations
thcreot Indicate story type
page numbers, sec Review Digest.
(Complete key on next page.) For review dates and Picture Guldo
Feature chart
ALLIED ARTISTS | il

FEATURE CHART
Tha key to letten and combinations thereof indicating itory typo: (Ad) Adventure Dramo; (Ac) Action
Drama; (An) Animated-Action; (C) Comedy; (CD) Comsdy-Dramo; (Cr) Crime Dramo; (DM) Dramo
with Mutic; (Doc) Documcntory; (D) Dromo; (F) Fantasy; (FC) Forcc-Comcdy ; (Ho) Horror Dromo; (HI)
Historical Drama; (M) Musical; (My) Mystery; (OD) Outdoor Drama; (SF) Science-Fiction; (W) Western.

. D.
.May
. Dec
.C. . May
.
.
.
.
l.iM.ig^
.5(l> SO:
rors
i
'05
")
The key to tetten ond combinations thereof Indicating story type: (Ad) Adventure Drama; (Ac) Action
Drama; (An) Animated-Action; (C) Comedy; (CD) Comedy-Drama; (Cr) Crime Dramo; (DM) Drama
with Music; (Doc) Documentory; (D) Dromo; (F) fontasy; (FC) Forcc-Comcdy ; (Ho) Horror Droma; (HI)
Historical Drama; (M) Muiicol; (My) Mystery; (OD) Outdoor Drama; (SF) Science-Fiction; (W) Western.
WARNER BROS.
@ ©The Prince and the Showgirl
(117) CD.. 618
Marilyn Monroe. Laurence Olivier
ax the Unknown (80) ..SF..619
IX-iui Jagger, Edward Chapman
JOThe Curse of Frankenstein
(83) Ho.. 620
Peter Cusblug, Uazel Court
(S ©Band of Angels (127) 0..6a
Ci;irli Cable. Yvonne I>e Carlo
tH Rising of the Moon (81) 0..622
Frank Ljiwion, IJeiils O'Dea
SS The James Dean Story
(82) Doc.. 623
James Dean
M U©The Pajama Game
(101) M..701
Doris Ihty, John Raltt, Carol
Haney
1 Black Patch (83) W. .702
George Montgomery, Diane Brewster
H Johnny Trouble (80) D..703
Ettiel Barrymore, Carolyn Jones
d] The Helen Morgan Story
(118) © D..704
Ann Blylh. Paul Newman
El The Black Scorpion (88) Ho. .705
Iticliard Denning, Mara Corday
d] ©The Story of Mankind
(100) D..706
Itonald Colman, Hedy LaMarr, 40
oUler stars
^ Woman in a Dressing
Gown (93) D..707
Yvonne Mitchell, Anthony Quayle
g§ ©Bombers B-52 (106) © D..708
Karl Maiden, Natalie Wood
a Jamboree (86) R/M..709
Count Basle. Fats Domino, Kay
Medfotd, liobert Pastine
a Green-Eyed Blonde (73).. D.. 710
Busan Oliver. Tom Greenway
Forbidden Desert (45) Fcaturette
©Sayonara (147) ® ..D..711
Marlon Brando, Patricia Owens,
MartJia Scott, James (Earner
HQThe Deep Six (105) . .D. .712
Alan Ladd, Dlanne Foster, William
Boidlx
ffi Fori Dobbs (90) W..713
Clint Walker, Virginia Mayo
H Dart/i Rangers (121). D.. 714
Jinea Garaer, Etchlka (Dhoureau
Ufayette Escadrille (93) D..716
Tab Hunter, Etchlka Cboureau
\S ©Marjorle Morningstar
(125) D..717
NaUlle Wood, Ome Kelly, Ed
Wynn, (Carolyn Jones
51 Chase a Crooked Shadow
(87) My.. 715
Richard Todd. Anne Baiter
Stakeout on Dope Street
(83) Or..
Yale Weiler, Abby Dalton
D
ASTOR
Stranger in Town (74) . .
. 57
Alei; Nicul. Colin Tapley, Anne
I'alKO
Black Tide (79) D. .Jun 57
John Ireland. Maureen Connell
Time Without Pity (88) . D. .Jan 58
.
.Mlehael liodgrave. Ann Toild
Date With Disaster (61) D. Feb 58
Tom lir.ike. Shirley Eaton
BUENA VISTA
If All the Guys in the World
(95) Ad.. Jun 57
/\jidre Valmy, Jean Oavcn. Georges
I'oujouly, (French-language; Kng.
MISCELLANEOUS
titles)
©Johnny Trcmain (80) . .Ad. .Jul 57
Ha! Stalnia.ster, Luana Patten
©Perri (75) Nature Fantasy Nov 57
y©Old Yeller (S3) OD . 57
Dorothy .McGuire, Fess Parker
©The Story of Vickie
(108) CD.FebSS
Roniy Schneider. Adrl.in Hoven
©The Missouri Traveler
(103) WD. Mar 58
Branilun de Wilde, Gary MerrUl
BURSTYN
Stella (93) D.. Oct 57
Meilna Mercouri. Georges Foundas
(Greek-laneuage: Eng. tltla;)
CONTINENTAL
©The Love Lottery (82) C. Feb 57
David Niven. Peggy Cummins
©Raising a Riot (91) . 57
Kenneth More. Maiidy Miller
The French They Are a Funny
Race (83) C. .Jun 57
Marline Carol, Jack Buchanan,
. Oct 57
Noel-Noel (English-language)
Maid in Paris (SS) C. Aug 57
Danny Robin. D.xniel Gelin
(French-language: Eng. titles)
©A Novel Affair (83) ..D. Sep 57
Ralph Richardson, Margaret
Leii;hton
Brothers in Law (95) C .
Richard Attenborough, Ian Carmichael
Deadlier than the Male
(100) D..Nov57
Jean Galiln, Danielle Delorme
Gervaise (116) D.. Jan 58
Maria Schell. Francois Perler
DCA
©Don
Giovani
(157) Opera Film Apr 57
Cesare Sicpl, Lisa Delia Casa
Battle Hell (112) D.. May 57
(Formerly "Yangtze Incident")
Richard Todd. Akim Tamlroff
Monster From Green Hell
(71) Ac. May 57
Jim Davis, Barbara Turner
Half Human (63) Ho.. May 57
John Carradine, Robert Karnes
©The Miller's Beautiful Wife
(92) C. May 57
Vltiorio de Slea. Sophia Loren
The Green Man (80) . . M/C. .Jun 57
Alastair Sim, George Cole, Jll
.\dams
©Scandal in Sorrento
(92) © C.Jun 57
ViiUirio de Sica. Soptila Loren
(Dubbed In English)
The Devil's General (120) D.. Aug 57
t^irl Jnrgens. Marianne Cook
(German-language; Eng. titles)
The Silken Affair (96) . .C. .Sep 57
Daud Niven. Beatrice Straight
Escapade (87) CD.. Sep 57
John Mills, Alastair Sim
Hell in Korea (82) D. .Oct 57
Stanley Baker, George Baker
Please! Mr. Balzac (99) C. Oct 57
Brigiite Bardot. Daniel Gelln
(French-language: Eng. titles)
End of the Road (76) .
Finlay Oirrie, Edward Chapman
©Rodan! (70) SF. .Nov 57
(English-diibbed: Japanese cast)
Cast a Dark Shadow (84) D.. Nov 57
Dirk Bnjarde. Marearet Lockworw)
Panic in the Parlor (90) C. Nov 57
Pepgy .\I(innt. Shirley Eaton
Every Second Counts
(94) ©.. Ac. Nov 57
Barbara Liage, Jean-Marc Thlbault
(French-language; English titles)
The Flesh Is Weak (90) D, Nov 57
. D .
. Oct 57
John Derek. Mllly Vltale
Blond in Bondage (92) . . Nov. 57
Mark Miller, *nlta Thallaug
(Diibhed in English)
Blue Peter (93) . D . . Dec. 57
The .
Kieron Moore. Greta Gynt
Teenage Bad Girl (100) D.. Dec 57
Anna Neagle. Sylvia Syms
Teenage Wolf Pack (89) 0.. Dec 57
Henry Rookhnlt. K.arcn Baal
(German-m.ide: Bng. dubbed)
The Golden Age of Comedy
(78) C. Jan 58
Will Eogera. Laurel t Hardy,
Carole Lombard, other comedians
of tlie pa.st
The Confessions of Felix Krull
(103) CD. Mar 58
Henry Bookholt, Lisa Pulver
(German-languugc; Eng. titles)
Of Life and Love (103) D.. Mar 58
Anna Mngnanl, Aldo Fabrlzl
(llallan-language: Eng. titles)
©Three Men in a Boat
(..) © FC..Apr58
Laurence Harvey, Jimmy Edwards
©The Red and the Black
(..) D..Apr58
Gerard Phlllpc, Danielle harrle-ux
(French-language: Eng. titles)
Time Lock (74) D. Apr 58
Rubcit Beatty, Lee Patterson
The Secret (79) D.. Apr 58
Sam W;uiamaker, Mandy
JOSEPH BRENNER ASSOC.
Drew Pearson Reports on the Holy
Land (60) Doc. Mar 57
Narralcd by Drew Pearson
LOUIS deROCHEMONT
QAIbert Schweitzer
(80) Doc Mar 57
(Produced by Hill and Anderson)
MOTION PICTURE DIST'RS
QOedipus Rex (88) ....D.. Jan 57
(Stratford, Ont., Festival players)
TRANS-LUX
La Strada (107) D. .Apr 57
Anthony (Julnn, Giulietta Maslna
(Italian with Eng. titles and
English-language versions available)
Danger Flight 931
(78) D.. Apr 57
Daiuiy Robin, Dieter Eorche
(Fr. language—Eng. titles)
Bed of Grass (80) ....0.. Jul 57
Anna Brazzou, Mike Nichols
(Greek language—Eng. titles)
Four Bags Full (85) ..C. Sep 57
Jean Gabin, Bourvil
(Fr. language—Eng. titles)
©Melbourne Rendezvous
(90) Documentary Oct 57
Complete coverage of the Olj'mplc
games
REISSUES
BUENA VISTA
©Cinderella (75) An.. Feb 57
©Bambi (70) An.. Apr 57
COLUMBIA
The Harlem Globetrotters
(80) CD.. Oct 57
Thomas Gomez, Dorothy Dandridge,
and the original Harlem Globetrotters
MGM
Gaslight (U4) D.. Apr 57
Ingrid Bergman, Charles Boyer
The Postman Always Rings
Twice (113) D. .Apr 57
Lana Turner. John Garfield
The Bride Goes Wild (98) C. .Jun 57
June Allyson, Van Johnson
Our Vines Have Tender Grapes
(105) D.. Jun 57
Edward G. Robinson, Margaret
O'Brien
PARAMOUNT
©For Whom the Bell Tolls
(130) D.. May 57
Gaiy Cooper, Ingrid Bergman, A.
Tamirnff
Sailor Beware (96) C. .Sep 57
hean .Martm, Jerry Lewis
Jumping Jacks (103) C. Sep 57
Dean Martin, Jerry Lewis
REPUBLIC
The Woman They Almost Lynched
(90) D..Apr57
John Lund, Audrey Totter, B.
Donlevy
©The Quiet Man (129) CD.. May 57
John Wayne, Maureen O'llara,
Ward Bond
WARNER BROS.
Jim Thorpe—AH American
(105) D.. May 57
Burt Ijancaster, diaries Bickford
The Winning Team (98) D . . . May 57
.
Doris Day, Ronald Rcag.an, F.
Lovejoy
Bright Leaf (110) D.. May 57
G.iry Cooper. I.,auren Baeall
The West Point Story
(107) D. May 57
James Cagney, V. Mayo, Doris Day
Strangers on a Train
(101) D..May57
Farley Granger, Ruth Roman
Young Man with a Horn
(112) D.May 57
Kirk Douglas, Lauren Baeall,
Dorla Day
..
.
. .
FEATURE CHART
COMING
ALLIED ARTISTS
Black Orchids (g) D..
Joy Rrde ii Ac . Anttiony UuUm. Bophla Loren
(iene Evanj, Scott Marlowe ©The Buccaneer (*; O/M .
The Pagans D. Yul llrynner, Charlton llntoo,
Pierre Cres5oy, Helcne Remy
Claire Bloom, Inger Stevens
Never Love a Stranger D..
John Drew Barrymore, Llta Milan REPUBLIC
©Bullwhip
Held on Suspicion 0..
© OD..
PlivllLs Kirk.
Guy Madison,
Dan U'Herllhy
Rhonda Fleming
Cry Baby Killer D.
The Man Who Died Twice Ac .
.
Jack Nicholson, Carolyn Mitchell
Hud Cameron, Vera Balaton
©Queen of the Universe (g) ....D.. Maybe Smith Ac.
Zsa Zsa
.Macdonald Carey, Audrey Tottef
Galinr
Attack of the 50 F«ot Woman SF.. RANK FILM DIST'RS OF AMER.
.Mlison lla)es. VMiliam Hudson Hell Drivers yj AC. .
Hong Kong Affair Ac. BUinley Baker, Herbert Lorn
Jack Kelly, May Wynn
©Dangerous Exile o
AMERICAN INTERNATIONAL
Cool and the Crazy, The ©The Gypsy and the Gentleman D..
D .
.Melinu .Mercouri, Keith Mlchell
Scott Marlowe, Glgi Perreau, Dick
Jones
20th-FOX
Fantastic Puppet People ....Ho., ©Fraulein © D..
f John Agar, John Hoyi, June Kenney
Count Five and Die © D..
.Mel Ferrer, Dana Wynter
Jeffrey Hunter, Annemarle Diir-
BUENA VISTA
Inger
©The Light in the Forest OD.. ©From Hell to Texas © D..
Fess Parker, Wendell Corey, Don Murray. Diane Varsl
Joanne l>ru. James Mac.Vrthur ©The Barbarian © D .
©The Young Land OD..
Joliii Wayne, Elko Ando
Patrick Wa>Tie, Dennis Hopper
Ten North Frederick © D.
©Stage Struck D.. Gary Cooper, Sujy Parker, Diane
Henry Fonda, Susan Strasberg
Varsi, Geraldine Fitzgerald
©South Pacific (Todd-AO) M..
COLUMBIA
Mitzl Uaynor, Rossano Brazzi
©This Angry Age ® D..
How to Rob a Nice Little Bank
S. .Mangano, A. Perkins, Valll
©Bridge on the River Kwai © D..
© c..
Tom Ewell, .Mickey Rooney
William Holden, Jack Hawkins.
©Sierra Baron © W.
Alec Guituiess
Brian Keith, Hick Jason, Rita Gam
She Played With Fire D..
Blood Arrow W..
Arlene Dahl. Jack Hawkins
Scott Brady, PhyUls Coateg
The Goddess D.
Kim Stanley. Lloyd Bridges UNITED ARTISTS
©The 7th Voyage of Sinhad .... Ad .
Calypso Island Ac .
Kerwin Mathews, Kathr>7l Grant Maiie Windsor, Vlnce Edwards
Me and the Colonel D.
I Bury the Living Cr.
Danny Kaye. Curt Jurgens
Richard Boone, Peggy Maurer
Gideon of Scotland Yard D.. They Can't Hang Me Ac.
Jack Hawkins. Dlanne Foster
Volande Donlan, Terence Morgan
Let's Rock M.. ©The Vikings ®
Ad.
Julius LaRosa, Phyllis Newman Kirk Douglas, Tony Curtis,
The Lineup Ac. Ernest Borgnhie, Janet LeW
Eli Wallach, Warner Anderson ©The Big Country (g OD..
©Tank Force © D .
Gregory Peck, Jean Simmons
Victor Mature, Leo Genn
Operation Murder D..
The Whole Truth D.. Tom Conway. Sandra Dome
Stewart Granger. Donna Reed God's Little Acre D..
©Revenge of Frankenstein. ... Ho. Robert Ryan, Aldo Bay
Peter Cushlng. Eunice Gayson
The Case Against Brooklyn. .. .Ac. UNIVERSAL-INT'L
M.iccie Haves. Darren McGavin The Voice in the Mirror D.
©Gunman's Walk © OD. .
Julie London, Rictiard Bgan
Van Heflin, Tab Hunter ©The Western Story OD..
Jock Malioney. Lhida Crlstal
MGM
The Wonderful Years © 0..
©Raintree County 65 D.. Jiilin Saxon, Sandra Dee
Elizabeth Taylor, Montgomery Cllft ©Never Steal Anything Small © 0.
Onionhead C .
©Gigi
C/M.. James Cagney, Shirley Jones
Leslie Caron, Maurice Chevalier And Ride a Tiger © D..
Cry Terror , . . . .0 .
June Allyson. Jeff Chandler
James Mason, Inger Stevens, Rod Once Upon a Horse C .
Steiger. Angle Dickinson
Dan Rowan. Dick Maitin
Handle With Care D.. ©The Mark of the Hawk D..
Dean Jones. Jaan O'Brien,
Sidney I'oitler, Earths Kltt
Thomas Mitchell
Touch of Evil -D--
©The Sheepman © CD.. Charlton Heston. Janet Leigh.
Glenn Ford. Shirley MacLaine Orson Welles
Tunnel of Love MC.
I Married a Woman C.
Doris Day, Glenn Ford
George Cobel, Diana Dors
©Tom Thumb
M.. Horror of Dracula Ho..
Kuss Tamhlyn, .\lan Young
Peter Cushing, .Melissa Strlbllng
Imitation General D. The Thing That Couldn't Die.. Ho..
Genn Ford. Red Buttons, Talna William Reynolds. AnJra Martin
E'g
©This Happy Feeling © CO..
High School Confidential D . Debbie Kejnolds, Curt Jurgens
Russ Tamhlyn, Jan Sterling ©A Time to Love and a Time
©The Reluctant Debutante ©..C.
to Die © 0..
Rex HorrLson, Kay Kendall, John John Gavin. Lisa Pulver
Saxon, S.indra Dee
©Twilight for the Gods D .
©Tarzan's Fight for Life ©..Ad.. Itock Hudson, Cjd Charlsse
Gordon Scott, Eve Brent
WARNER BROS.
No Time for Sergeants C.
Andy Griffith. Myron McCormIck
Misguided
0- •
George Baker, Frankle VaL-ghan
©Westbound
OD..
Randolph Scott, Virginia .Mayo
PARAMOUNT
Hot Spell ® D..
Shirley Booth, Anthon)* Quinn
The Matchmaker (2) C.
Shirley Booth. Anthony Perkhis.
Shirley MacLaine
©Vertigo ® D..
James Stewart. Kim Novak
Louis Blues (j) D/M..
St.
Nat "King" Cole, Earths Kltt
©Houseboat ® CD. .
Cary Grant. Sophia Loren
Another Time, Another Place. D..
l>.-ina Turner. Barry Sullivan
King Creole ® M.
Ellis I'roley. Dolores Hart
©Rock-a-bye Baby (J) C.
Jerry Lewis, Marll)^! Maxwell
Andy Griffith, FellcU Firr
The LeftHanded Gun W.
Paul Newman, Lila Milan
Indiscreet 0-
Cary Grant. Ingrid Bergman
©The Naked and the Dead
.
©
Aldo Ray. Cliff Rolvertion
Across the Everglades D .
Burl Ives, Christopber Plummer,
O-psy Rose Lee
...
.
BOXOFFICE BookinGuide April 7, 1958 11

Feb
Jun
Apr
^HORTS CHART
Short
BUENA VIStT
.
LIVE-ACTICN FEATURETTES
(In Coler)
(XMSWtlbict Hound (20) S7 H 5-25
O0«9 The Story of Anyburg.
USA. (10)
0O47S:iiiio< (31) (4-retl)
WALT DISNEY CLASSICS
'Tec*intcoIor Reissues)
74111 Dumbell ol the Yukon
(7) Mir 57
74112 Bone Trouble (9) M>f 57
7411J Window Cluneri (P/,)
COLUMBIA
ASSORTED FAVORITES
(Technicolor)
2421 A Pinch in Time
(16) Sep 57
2422 Nuriie Behne iW/i) No< 57
2423 Foy Meets Girl (161/2) 0" 57
2424 A Slip and a Miss
(16) Feb 58
CANDID MICROPHONE
(One-Reel Reissues)
2551 Subject 3. Series 4
(10) Sep 57
2552 Subject 4. Series 4
(P/i) Dee 57
2553 Subject 5. Series 4
(11) Jan 58
CAVALCADE OF BROADWAY
(Reissues)
2951 Havana Madrid (10).. Set 57
2952 New York After
Midnight (11) ..Nov 57
2953 Eddie Cendon's (10).. Dec 57
2954 Bill Hardy's (gi^)
. 58
CINEMASCOPE FEATURETTES
(Technicsler)
1442 Wonders of Washington.
D C. (18) ...Apr 57 + 5-25
1443 Arrivtderci Roma (19) Jun 57
(1957-58)
2441 Land ol Lauohter (IS) Oct 57
COLOR FAVORITES
H 10-12
(Technicolor Reissues)
2601 Miner's Daughter
(9/i)
Seo57
2602 Big House Blues (7) Oct 57
2603Giddyao (SVi) N»y 57
2604 Snowtime (7) Noy 57
2605 Lets Go /s)
. . Ftb 58
iub|«ctt, listed by tompawf. In ord«r of roltofo. Running timo followi tftW. Flnt b
itionlh, Kcond th* dot* of review In BOXOFFICt. Symbol between dotei ta rating from BOXOFFtCE
review, ff Very Good. + Good. :f Fair. — Poor. = Very Poor. Photography: Color and practH ot spMlfigd.
lb -= t
Ck.Z flC ct oc
TECHNICOLOR CARTOONS
2511 Trees and Jamaica Daddy
(7) JanSS
2512 Sailing and Village Band
(7) Feb 58
WORLD OF SPORTS
1806 Winged Fury (10 Apr 57 H 5-25
1S07 Pan,ima Playlind (9) May 57 -|- 8-10
1808 Anglln' Around (9) Jun 57
.
1809 Wrestling Knights
(6) Jul 57 -I- 810
(1957-58)
2801 Champion Stunt
Drivers {%2^ Oct 57 + 1- 6
2802 Sports Down Latin Way
(10) Nov 57 -f 2-17
2803 Harlem Magicians
( ) Jan 58
METRO-GOLDWYN-MAYER
CINEMASCOPE CARTOONS
C-931 Mucho Mouse (7) Sep 57
C.932 Blackboard Jumble
(7) Oct 57
C-933 Toms Photo
Finish (7) Nov 57
C-934 One Droopy
Knight (7) Dec 57
C-935 Happy Go Ducky (7) Jan 58 + 1123
C-936 Sheep Wrecked (7) Feb 58
C-937 Royal Cat Nap (7) Mar-58
C-938 Mutts About Racing
(7) Apr 58
C-939 Vanishing Duck (7) . . May 58
C-940 Robin Hoodwinked (7) Jun 58 :t 11-23
C-941 Droopy Leprechaun
(7) Jul 58
C-942 Tot Watchers (7) .Aug 58
GOLD MEDAL REPRINTS
W-961 Out-Foxed (8) Sep 57
W-962 Jerry and the
. Lion (7) Sep 57
W-963 Goldilocks and the
Three Bears (U).. Oct 57
W-964 Texas Tom (7) Nov 57
W-965The Fishing Bear (8) Nov 57
W-966 Tom & Jerry in the Hollywood
Bowl (7) ... .Dec 57
W-967 The Milky Way (8)
W-%g The Midnight Snack
Jan 58
(9) Jan 58
W-969 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 Droopy's Good
Deed (7) May 58
W-974 Jerrys Cousin (7) May 58
W-975 Symphony in
Slang (7) Jun 58
W-976 Sleepy-Time Tom (7) Jul 58
W-977 His Mouse Friday (7) Jul 58
W-978 Puss 'N' Toots (7) Auj 58
PARAMOUNT
.
CARTOON CHAMPIONS
(Technicolor Reissues)
S17-1 Deep Boo Sea (7) Sep 57
S17-2 Spunky Skunky (7) Sep 57
S17-3 Cat-Choo (7) Sep 57
S17-4 Audrey the Rainmaker
(8) Sep 57
S17-5Cat Tamale (7) ...Sep 57
S17-6 By Leaps &
Hounds (8) Sep 57
S17-7 Scout Fellow (8) Sep 57
S17-8 Cat Carson Rides
Again (7) Sep 57
S17-9 The Awful Tooth (7) Sep 57
S1710 Uw & Audrey (7).. Sep 57
S17-llCity Kitty (7).... Sep 57
S17-12 Clown on the Farm
(7) Sep 57
CASPER CARTOONS
(Technicolor)
B16-5 Ghost of Honor (6).. Jul 57
B16-6 Ice Scream (6) ...Aug 57
(1957-58)
B17-1 Boo Bop (7) Nov 57
B17-2 Heir Restorer (6).. Jan 58
B17-3 Spook and Span (6) .. Feb 58
B17-4 Ghost Writers (7).. Apr 58
HERMAN & KATNIP
H16-3Sky
(Technicolor Cartoons)
Scrappers (6) . .Jun 57 + 11-23
H16-4 From Mad to Worse
(6) Aug 57
(1957-58)
H17-1 One Funny Knight
(6) Nov 57
H17-2Frighty Cat (6) Mar 58
817-4 Ghost Writers (7).. Apr 58
NOVELTOONS
(Technicolor)
P16-4 Fishing Tackier (6) . Mar 57 ±: 6-8
P16-5 Mr. Money Gags (7) . Jun 57 -H 6-29
P16-6 L'Amour the Merrier
(7) Jul 57 + 11-23
(1557-58)
P17-1 Possum Pearl (6) Seo 57
P17-2 Jumping Witli Toy (S) Oit 57
a.z SCO CB oc o
,
P17-3 Jolly the Clown (6) Oct 57
P17'4 Cock-aDoodle Oino
(6) Dee57
P17'5 Dante Dreamer (6).. Jan 58
P17.7 Grateful Gus (..).. Mar 58
P17.g Finncgan's Flea (7) 58 ....
POPEYE CARTOONS
(Technicolor)
E16-5 The Crystal Brawl (6) Apr 57 + 6-29
E16-6 Patriotic Popeye (8) May 57 -f 6-29
E16-7 Spree Lunch (6) Jun 57 ft 11-23
.
POPEYE CHAMPIONS
E17-1 Tops in the Big Too
(6) Sep 57
E17-2 Wolta Knight (7).. Sep 57
E17.3Tar With a Star (7) Sep 57
E17-4 How Green Was Uy
Spinach (7) Sep 57 ....
£17-5 Fislic Myslic (7) ..Sep 57
E17-6 Safari So Good (7) Sep 57 ....
E17-7 Barking Dogs Don't
File (7) Sep 57
£178 Baby Wants Spinach
( 7 ) Sep 57
20th CENTURY-FOX
MOVIETONE CINEMASCOPES
(Color as Indicated)
7703-2 Future Baseball
Champs (7) Mar 57 + 7-27
7704.0 OBIueflM Fury (8). Apr 57
7705-7 (2)0rient Express to
Hong Kong (9) May 57
7706-5 ©Guardians of the
Noith (8) Jun 57
7707-3 ©Tempo of Tomorrow
(9) Jul 57
7708-1 ©Swamp Boat Sports
(9) Aug 57
7709-9 ©Midway Medley
(8) Sep 57
7710-7 ©Journey Thru Ceylon
(9) Oct 57
7711-5 ©Trotters and Pacers
(9) Nov 57
7712-3 ©Legend of the Orient
(9) Dec 57
(1957-58)
7S01-4 High Divers and Dolls
(7) JanSS
7S02-2 The Jumping Horse
(9) Feb 58
7803-0 Wild Race for Glory
. ( . ) Mar 58
7804-8 Transcontinental
(10) Apr 58
MOVIETONE SPECIAL
7805-5 Queen Elizabeth Hailed by
U. S. and Canada
(15) Jan 5S
TERRYTOONS
(Technicolor)
5733-1 Phoney Baloney in African
Jungle Hunt (7).. Mar 57 + 7-27
5734-9 Dimwit in Daddy's
Little Darling (7).. Apr 57
5735-6 Love Is Blind (7). May 57
(1957-58)
5801-6 Clint Clobber in Springtime
tor Clobber (7) Jan 58
5802-4 Dinky in It's a Living
(7) Feb 58
5803-2 Gaston Le Grayon in Gaston's
Baby (7) .. Mar 58
5804-0 The Juggler of Our Lady
(9) Apr 58
TERRYTOON TOPPERS
(Technicolor Reissues)
5736-4 Mighty Mouse in Beauty
On the Beach (7).. Jun 57
5737-2 Dingbat in All This and
Rabbit Stew (7). ..Jul 57
5738-0 Beaver Trouble (7) . .Aug 57
5739-8 Mighty Mouse in Goons From
the Moon (7) ... .Sep 57
5740-6 Nutsy in Squirrel
Crazy (7) Oct 57
5741-4 Helpful Geni (7) Nov 57
5742-2 Mighty Mouse in Injun
Trouble (7) Dec 57
(1957-58)
5831-3 Mighty Mouse in Witch's
Cat (7) JanSS
5832-1 Woodman Spare That Tree
(7) Feb58
5833-9 Mighty Mouse in Mysterious
Stranger (7) Mar 58
5834-7 Heckle and Jeckle in Happy
Landing (7) Apr 58
TERRYTOON-CINEMASCOPES
(Technicolor)
5703-4 Beefy in a Bum Steer
(7) Mar 57
5704-2 Sniffer in the Bone
Ranger (7) Apr 57
5705-9 Gaston Is Here (7). May 57
5706-7 John Dormat in Shove
Thy Neighbor (7) . .Jun 57
5707-5 Clint Clobber's Cat
(7) Jul 57
5708-3 Flebus (7) Aug 57
TTT.
to -z« % fS
cLZ CEO ec KO
IIniversal-inte^rnational
COLOR PARADE
3871 Best of the West
(9) Nov 57 + 1- S
3872 Arctic Geese (9) Dec 57 -f 2-17
3873 Timeless City (9) Jan 58 + 1-27
3874 Behind the Ticks
Tape (11) Mar 58 -)- 2-17
3876 Weekend Pirate (9) May 58
3877 Battle of the Flowers
(9) -I- 1-27
3880 It's a Tough Life (9) -|- 1-6
MUSICAL FEATURETTES
3851 Taps and Tunes (13). Nov 57
3852 Salute to Song
(15) Dec 57 -f 1-6
SPECIALS (Two Reel)
Ski-Town. U.S.A. . Dec 57
3801
.
WALTER LANTZ CARTUNES
(Technicolor)
3811 Fodder and Son
(6) Nov 57 -I- 1-27
3S12 Swiss Misfit (6) + VZl
3813 The Bongo Punch
(6) -I- X-27
3814 Misguided Missile
(6) -f 1-27
VARIETY VIEWS
3891 Barnyard Frolics
(9) JanSS -|- 1-27
WALTER LANTZ REISSUES
3831 Destination Meatball
(7) Feb 58
3832 Boin to Peck (7) ..Feb 58
3833 Stage Hoax (7) Feb 58
3834 Woodpecker in the Rai«h
(7) Feb 58
3835 Scalp Treatment (7).. Feb 58
3836 The Great Who Dood it
(7) FebSS
WARNER BROS.
BLUE RIBBON HIT PARADE
(Technicolor Reissues)
4309 Fast and Furry-Ous
(7) Apr57
4310 Bear Feat (7) May 57
(1957-58)
5304 The Leghorn Blows at Midnight
(7) Nov 57
5305 The Pest That Came to
Dinner (7) Dec 57
5306 Hypo Chondri Cat
(7) Dec 57
5307 Home. Tweet Home
(7) JanSS
5308 Mississippi Hare
(7) FebSS
5309 Caveman Inki (7)..Mar5S
5310 It's Hummer Time
(7) MarSS
5311 Fractured Leghorn (7) Apr 58
5312 Scarlet Pumpernickle
(7) May 58
BUGS BUNNY SPECIALS
4727 Bedeviled Rabbit (7). Apr 57
4728 Piker's Peak (7) May 57
(1957-58)
Nov 57 -(- 2-17
5721 Show Biz Bugs (7) . .
5722 Rabbit Romeo (7) . . Dec 57
5723 Hare-Less Wolf (7).. Feb 58
5724 Hare-Way to the Stars
(7) Mar 58
MERRIE MELODIES—LOON EY TUNES
(Technicolor)
4712 Boyhood Daze (7) Apr 57
4713 Cheese It, the Qit
(7) May 57
4714 Fox Terror (7) «! 57
(1957-S8)
5701 Mouse-Taken Identity
(7) Nov 57
5702 Gonzales Tamales
(7) Nov 57
5703 Don't Axe Me (7) .
.Jan 58
5704 Tortilla Flaps (7).. Jan 58
5705 A Pizza Tweety Pie
(7) FebSS
5706 Robin Hood Daffy
(7) Mar 58
5707 Whoa, Bc-gone (7).. Apr 58
5708 A Waggily Tale (7).. Apr 58
5709 Feather Bluster (7).. May 58
WARNERCOLGR SCOPE GEMS
(One Reel Pictures)
4503 Under Carih Skies (9). Feb 57
INDEPENDENT
©Bloodstock (IS) Br. Inf. Services +
©Impression of London (14) BIS.. -H-
©Majesty in the Air (21) BIS.. +
Challenge in the Air (14) BIS.. ±
©Trooping the Colour (10) BIS.. +
The Chicken (16) DCA -J-
(Comedy with Ingrld Bergman)
Oueen Elizabeth II (11) RFDA..
The True Story of the Citil
War 03!) Times
Bernard Shaw (15) Gargt
Brest & Atsociatas -Jf
3-23
3-23
3-23
5-25
1-0
2-17
r
c
12 BOXOFFICE BookinGuide April 7, 1958

Col
—
fl.lil.lO^
50: \
rtirs i|
115''
ALLIED ARTISTS
Dino (AA)—Sal Mlneo, Brian
Keith, Susan Kohner. The teenagers
ate this up and the teenagers
are about all we have left
to get our income from. The rest
stay home and watch the old
pictures on TV. Played Thurs.,
FYi., Sat. Weatlier: Good except
snow on Sat.—M. W. Long, Lans
Theatre, Lansing, Iowa. Pop.
1,400.
Looking for Danger (AA)—
Huntz Hall, Stanley Clements,
Lili Kardell. I thought this was
a little better than series average.
Double-billed this with UA's
"The Fuzzy Pink Nightgown" for
a good dual bill. Played Sun.,
Mon.—S. T. Jackson, Jackson
Theatre, Flomaton, Ala. Pop.
1,036.
BUENA VISTA
Perri (BV)—Dramatic Fantasy.
I think my patrons thought they
had seen this on TV, so we just
didn't do any more than we have
been doing with the regular
change. It was such a good tnieto-life
Disney and we looked for
some extra business, but the extras
were all kids. An adult's
privilege—bring a cai-load (and
what a lot they can cram in a
sedan) and dump them out front,
then come back to pick them up
later. So we get a baby sitting
job on our best pictui-es.—Mayme
P. MusseUnan, Roach Theatre,
Lincoln, Kas. Pop. 1,636.
COLUMBIA
Cockleshell Heroes (Col)—Jose
Ferrer, Trevor Howard, Victor
Maddem. An English war picture,
but one of the best EngUsh
pictures I have seen in a long
time. Comments were good. In
fact, everything was good, but
the audience and it was good
and small. I wouldn't know why.
Played Fri., Sat. Weather: Good.
—Fred L. Murray, Strand Theatre,
Spiritwood, Sask. Pop. 355.
Domino Kid (Col)—Rory Calhoun,
Kristine Miller, Andrew
Duggan. This is a good little
western without color and which
does not have a very good rating.
Had a cartoon and one of Columbia's
good Three Stooges comedies
W'ith it, which made a very
good program. Played Fri., Sat.
Weather: Vei-y good.—B. Berglund,
Ti-ail Theatre, New Town,
N. D. Pop. 1,200.
Hellcats of the Navy (Col)—
Ronald Reagan, Nancy Davis,
Arthur Franz. Good submarine
picture with Ronald Reagan and
fine cast. Reviews on this didn't
give it much, but we liked it.
Lost money on it, and when we
lose on Reagan, something's
wrong.—Frank E. Sabin, Majestic
Theatre, Eureka, Mont. Pop. 929.
Jeanne Eagels (Col)—Kim Novak,
Jeff Cliandler, Agnes Moorehead.
Small towns, beware! This
is morbid, a story of a drunk,
dope and has run its cycle of
entertainment. A new low in entertainment
and boxoffice. Why
in the hell can't they make happy
movies instead of this? Played
Sun., Mon. Weather: Fair.-Ken
Christianson, Roxy Theatre,
Wa-shburn, N. D. Pop. 913.
3:10 to Yuma ( i—Glenn
Ford, Van Heflin, Felicia Farr.
Now here is a very good western.
The story and acting are tops.
As far as business is concerned,
it was in a slump. Glenn Ford
usually draws very well here, but
this time not so good. Played
Sat., Sun. Weather: Cold.—Harry
Hawkiiison. Oi-pheum Theatre,
Marietta, Minn. Pop. 380.
Wants Free Ham
"The Amazing Colossal Man"
was okay and did better business
than any big picture I've
played lately. I think that the
nationally known meat packing
company that got such a big
advertisement in this (on a
meat truck) should send all exhibitors
that play this a free
ham! This picture was used on
Thursday-Friday double bill
with "The Cat Girl," an English-made
minor entry.
S. T. JACKSON
Jackson Theatre
Flomaton, Ala.
METRO-GOLDWYN-MAYER
Forbidden Planet (MGM) —
Walter Pidgeon, Anne Francis,
Leslie Nielsen. The color in this
picture was the best part. This
is just another science-fiction
pictiu-e, good in its way. but not
adult entertainment. The companies
will have to think up
something more real before they
can hope to make a picture that
will interest the general pubUc.
This one didn't. It drew well
under average. It still is a good
picture, so let us blame the
weather, which was a little cold.
PlayedFri., Sat. Weather: Slightly
cold.—Pi-ed L. Mun-ay, Strand
Theatre, Spiritwood, Sask. Pop.
355.
Man on Fire (MGM)—Bing
Crosby, Inger Stevens, Mai-y
Fickett. If Mr. Crosby would just
happen to have triplets in his
new family and add them to the
other boys it would be just about
as many as we had to see this
show. However, I thought it was
good, but it was a high price to
pay for something I liked. For
some reason, he is just not populai-
here and never did draw, so
I should not have booked it.
Played Wed., Thiu-s. Weather:
Cold.—Joe and Mildred Faith,
Linn Theatre, Limi, Mo. Pop. 758.
PARAMOUNT
Anything Goes (Para)—Bing
Crosby, Donald O'Connor, Jeanmaire.
Here is a good old show.
The color and VistaVLsion are
tops. I suppose that most of you
have played this picture and I
am sure you liked it as well as
I did. Business was off because
of other doings. Played Wed.
Weather: Cold.—Harry Hawkinson,
Orpheum Theatre, Marietta,
Mmn. Pop. 380.
Buster Keaton Story, The
(Para)—Donald O'Connor, Ann
Blyth, Rhonda Fleming. Another
:S.
XHIBITOR HAS HIS SAY
picture of a drunk and his problems
that does not make for entertainment
or boxoffice. Looks
like all "stars" were boozers or
something. Forget this cycle,
please. Played Wed., Fri., Sat.
Weather: Fair.—Ken Christian-
.son. Roxy Theatre, Washburn,
N. D. Pop. 913.
Delicate Delinquent, The
(Para) — Jerry Lewis, Darren
McGavin, Martha Hyer. In black
and white and not much to write
home about. Of course, I cannot
say much, as the weather was
very cold (20 below zero) and I
guess that affected the boxoffice.
—Peter Ubertino, Gayety Theatre,
Brooks, Alta. Pop. 1,648.
For Whom the Bell Tolls
(Pai'ai —Reissue. Gary Cooper,
Ingi-id Bergman, Akim Tamiroff.
A good picture. Thanks, Paramount,
for reissuing it, and I'm
looking forward to more good
ones like this. Did as well as any
of the new product. No one mentioned
it was old or here before.
A classic. Played Wed., Fri., Sat.
Weather: Fall-.—^Ken Christianson,
Roxy Theatre, Washburn,
N. D. Pop. 913.
Hear Me Good (Para)—Hal
March. Joe E. Ross, Merry Anders.
I don't know how we are
going to build back our lost patronage
when the company that
makes "fewer and better" pictures
turns out stuff like this
that half of my small town audience
walked out on. It smeUs!
Played Tues., Wed. Weather:
Beautiful.—M. W. Long, Lans
Theatre, Lansing, Iowa. Pop.
1,400.
REPUBLIC
Spoilers of the Forest (Rep)
Rod Cameron, Vera Ralston, Ray
Collins. This is a real pleasant
little forest story. Just a "B"
picture, but with a dazzling print
it looked more like an "A" than
some of the dingy "As" we've
been shoving at folks. The regulars
loved it. Played Fri, Sat.
Bob Walker, Uintah Theatre,
Fruita, Colo. Pop. 1,463.
20th
CENTURY-FOX
Affair to Remember, A (20th-
Fox) — Cary Grant, Deborah
Kerr, Richard Denning. In my
judgment, very good. To my people,
poison. 'Nough said.—Peter
Ubertino, Gayety Theatre,
Brooks, Alta. Pop. 1,648.
Apache Warrior (20th- Fox)—
Keith Larsen, Jim Davis, Rodolfo
Acosta. If your folks like these
small Regalscope westerns, this
will do okay. I have trouble getting
a suitable featui-e in Cinemascope
to double bUl with
them. I'd rather have standard
ratio color than Regalscope or
Cinemascope in black and white.
Played Sat.—S. T. Jackson, Jackson
Theatre, Flomaton, Ala. Pop.
1,036.
Left Hand of God, The (20th-
Fox)—Humphrey Bogart, Gene
Tiemey, Lee J. Cobb. I have read
reports about this picture which
were not favorable. I cannot
agree with them. This is my version
of the picture: One of the
lABOUT PICTURES
best. If you object to a man playing
priest and making a very
good job then you will not like
the picture, but if you take the
picture just as it Is, you will
enjoy it. I found it beautiful,
color clear and sharp, beautiful
scenei-y and a good story, and
best of all, it drew one of the
best houses I have had in a long
time. That, perhaps, has .something
to do with me liking It.
But, even above that, there were
nothing but good comments from
a large house. Thanks, Fox.
Played Fri., Sat. Weather: Fine.
—Fred L. Muri-ay. Strand Theatre,
Spiritwood, Sa.sk. Pop. 355.
Oklahoma! (20th-Fox) — Gordon
MacRae, Gloria Grahame,
Gene Nelson. Saw this in a nearby
town and predicted it was
not for tiny towns, and it sure
wasn't. At one time we thrived
on good musical programs. Now
they don't pay the light bill, and
this one was terrific. Played
Thurs., Fri, Sat. Weather: Coolish.—Carl
Veseth, Villa Theatre,
Malta, Mont. Pop. 2,095.
Sun Also Rises, The (20th-Fox)
—Tyi'one Power, Ava Gardner,
Mel Ferrer. The di-inking continued
in this picture imtil it was
disgusting. Errol Flynn put on
a pretty good di'unk act, but my
people just don't appreciate this
kind of acting. Zanuck slipped
up on this one. Played Sun.,
Mon.. Tues. Weather: Cold.—Mel
Darmer, Circle Theatre, Waynoka,
Okla. Pop. 2,018.
Wayward Bus, The (20th-Fox)
—Joan Collins, Jayne Mansfield,
Dan Dailey. A big cast from a
best-seller, in black and white
Cinemascope, with a "B" rating
and played during Lent for a
waste of time. Not too bad a
show, but we need better product
than this these days. Midweek
product. Played Sun., Mon.
Weather: Fair.—Ken Christianson.
Roxy Theatre, Washburn,
N. D. Pop. 913.
Make a Buck
"Jet Pilot" is a good picture
that did good business. There is
plenty of flying to suit the kids
and enough romance for the
teenagers and though the story
seems a little weak, it holds
together well enough to be interesting
for everybody. I believe
this will make anybody
who books it a buck.
JOE and MILDRED FAITH
Linn Theatre
Linn, Mo.
UNITED ARTISTS
Bachelor Party, The (UA)—
Don Murray, E. G. Marshall, Jack
Warden. This wasn't too bad, but
I had several complaints and
quite a few walkouts. I still think
this type of picture is no good
for the family audience. See it
before you buy it. Played Thurs.,
Pri.—S. T. Jackson, Jackson Theatre,
Flomaton, Ala. Pop. 1,036.
Drango (UA)—Jeff Chandler,
cContinued on following page)
BOXOFFICE BookinGuide April 7, 1958 13

^"'
EXHIBITOR HAS HIS SAY
SHORT SUBJECT REVIEWS
(Continued from preceding page)
John Lupton, Joanne Dru. Good
post-Civil War picture. We've
had several with this theme of
late. It seems they come in
bunches. Don't be afraid of it.
TNvill please.—Frank E. Sabin,
Majestic Theatre. Eureka, Mont.
Pop. 929.
Fuzzy Pink NightBOwn, The
(UA) — Jane Russell, Ralph
Meeker, Adolphe Menjou. A
pretty good show, but where Is
the color? ThLs company had
better get its good shows dressed
up a little. Without color they
Just do not have that extra draw
that puts them in the top bracket.
Played Sun., Mon. Weather:
Good.—B. Berglund, Trail Theatre.
New Town, N. D. Pop. 1,200.
Johnny Concho (UA>— FVank
Sinatra, Kcenan Wynn, William
Conrad. A small cast does a great
big' Job. The women bitch at me
for i-unnins Sinatra, but you
gotta hand it to him, he's an
actor. This oldie was no match
for the first night football game
of the season, but what will stand
up to that kind of competition
these days? A couple years ago
this drably colored western would
have been a blockbuster, with a
tinted print, that is. Flinny when
we need color worse than ever
before, there ain't any. Played
Frl., Sat.—Bob Walker, Uintah
Theatre, Fruita. Colo. Pop. 1,463.
Men in War (UA)—Robert
Ryan, Aldo Ray, Robert Keith.
Not so hot as entertainment or
at the boxoffice, and 30 below
teoiperatures were no help.
Played Sun., Mon. Weather: Cold.
—Ken Christianson, Roxy Theatre,
Washburn, N. D. Pop. 913.
Sweet Smell of Success (UA1—
Burt Lancaster, Tony Curtis,
Susan Harrison. An unpleasant
picture that had no reason for
being produced. Time magazine
gave this as one of the top ten.
Subject is superbly done, but our
cowboys stayed away in droves,
giving us the lowest Sunday gross
in 15 years. They didn't like the
smell. Played Sun., Mon. Weather:
10 above from a 25 below
zero.—Carl W. Veseth, Villa Theatre,
Malta, Mont. Pop. 2,095.
UNIVERSAL-INTERNAT'L
Back From Eternity (U-D—
Robert Ryan. Anita Ekberg. Rod
Steiger. Good audience picture.
Held interest start to finish. Lots
of suspense and action, centering
around a do^^Tied airliner in the
Jungle.—Frank E. Sabin. Majestic
Theatre, Eureka, Mont. Pop. 929.
Jet Pilot (U-D—John Wayne,
Janet Leigh, Jay C. Flippen. This
did okay and seemed to please.
Personally, I didn't think it was
so hot. I don't blame Howard
Hughes for holding it so long.
Played Tues., Wed.—S. T. Jackson,
Jackson Theatre, Plomaton,
Ala. Pop. 1,036.
Kettles In the Ozarks, The
(U-I) — Marjorie Main, Arthur
Hunnlcutt, Una Merkel. Not as
good as the previous Kettle pictures.
Arthur Hunnicutt is not
the old Kilbride. However, the
picture drew as well as the rest,
which is something. But I don't
think that the pictures will hold
out unless a better mate is found
for Ma. Played Frl., Sat. Weather:
Fine.—Fred L. Murray, Strand
Theatre, Splrltwood, Sask. Pop,
355.
My Man Godfrey
(U-H^June
AUy.son, David Nlven, Jessie
Royce Landis. It was a pleasure
to get one in color and scope
witli a good cast and a stoi-y that
pleased an average best change
program crowd. I would like to
see more like "Godfrey," but
think there was some mixup with
another character by the same
name, who doesn't rank very high
witli our people, the theatre
patrons, so we suffered on that
account.—Mayme P. Musselman,
Roach Theatre, Lincoln, Kas.
Pop. 1,636.
One Desire (U-I)—Anne Baxter,
Rock Hudson, Julie Adams.
This is a good picture and was
well received and well liked by
all who saw it, including yours
truly. Not enough people saw it
and while the take was under
averse, the picture, in my estimation,
was well over average.
Many good comments, but .small
at the boxoffice. Play it. It will
please youi- patrons. Played Fri.,
Sat. Weather: CJood. — Fred L.
Mun-ay. Strand Theatre, Spiritwood,
Sask. Pop. 355.
Young Stranger, The (U-I) —
James MacArthur, Kim Hunter,
James Daly. The author had a
fine idea in the beginning, depicting
juvenile delinquents.
James MacArthur certainly deserved
to be slapped around for
distiu-bing people in a theatre,
placing his feet on seats in front;
of him, refusing to take them
off and finally assaulting the
manager. However, everyone in
a theatre knows it is death to so
much as touch a customer. The
author practically condones the
action of the juvenUe MacArthur.
Daly as the father and Kim
Hunter as the mother are excellent,
and while MacArthur
gives a good performance, no
sympathy can be given him. If
j'ou want juveniles slopping in
their seats, placing their feet on
seats in front of them, insulting
other patrons and in general
making nuisances of
themselves,
book this film, since the average
juvenile will get the impression
after seeing it that nobody can
ask him to be reasonably respectful
in his behavior. Played
with "Bombers B-52." Business
poor.—Don Holbrook, Five Star
Theatre, Palmer, Mass. Pop. 9,-
533.
WARNER BROS.
Big Land, The (WB) — Alan
Ladd, Virginia Mayo, Edmond
O'Brien. A beaut of a picture,
clean and entertaining, but a
blizzard covered our land, so
"The Big Land" was slow here
at the Roxy. Ladd up to his top
standard, our favorite here!
Played Wed., Fri., Sat. Weather:
Blizzard. — Ken Christianson,
Roxy Theatre, Washburn, N. D.
Pop. 913.
Pajama Game, The (WB)—
Doris Day, John Raitt, Carol
Haney. Picture good enough, but
not much business. People ara
careful about their spending.
Played Sun., Mon., Tues. Weather:
Good.—Mel Danner, Ciixle
Theatre, Waynoka, Okla.
Columbia
Harlem Magicians
(World of Sports) 7 Mlns.
Very good. Even those not particularly interested in basketball
will be impressed and amused at the skilful antics of these great
players, led by that great dribbler. Marques Haynes. The feats
they perform with the ball are truly remarkable as they devote
more time to having fun than scoring points. The dribbling is
really incredible.
Columbia
Magoo's Moose Hunt
(Magoo Comedy) 6'/j Mlns.
Good. Magoo goes moose hunting with his old side-kick, Bottomley,
who specializes in the most modern weapons, including
a machine gun. However, a special scent attracts the moose to
Magoo who gets tangled up in its antlers and carried away.
Columbia
Magoo's Young Manhood
(Magoo Comedy) 7 Mins.
Good. It's a flashback to Magoo's youth. Hoping to have a
date with Lilly Larrabee of the Broadway stage, he visits her
on the theatre stage under the impression he's entertaining her
at dinner at Delmonico's. and turns her show into a shambles.
Columbia
Outer Space Jitters
(Stooge Comedy)
16H Mins.
Good. The Three Stooges land on the planet Zunev, meet three
charmers with electricity instead of blood in their veins and get
more of a kick out of them than they anticipate. Then there is
a scientist who would kill them, but they escape.
Columbia
Quiz Whizz
(Stooge Comedy)
15% Mlns.
Good. Swindlers get $15,000 that Joe has won on a TV quiz
show. Moe and Larry join forces with him to recover the money
and succeed in the most difficult way possible after evading a
number of attempts at murder. Then the U. S. tax collector steps
in for his cut.
Columbia
Rock 'Em Cowboy
(Screen Snapshots)
9 Mins.
Good. It's rodeo time for the "Guess Who" contest reel. On
hand with Ralph Staub are Audie Murphy, Prankie Laine, Miss
U.S.A. and 50 champion cowboys. The fun with the wild horses
and bulls is fast and furious.
Columbia
Trees and Jamaica Daddy
(Ham and Hattie Cartoon) 7 Mins.
Good. First of UPA's new Ham and Hattie series, this presents
a little girl playing with a mechanical bird and cat against a background
of trees. The drawings are cleverly childlike. Then, in a
second section, Hamilton Ham and his players render the calypso
song, "De Family Tree," as the cartoon family characters increase
in number.
Columbia
Sailing and Village Band
(Ham and Hattie Cartoon) 7 Mins.
Good. Second in the UPA series of two-section cartoons. First,
little Hattie saUs her toy ship in a fountain until a frog sinks it.
Then Hamilton Ham and his players figure In a clever tale of a
small-town band that salutes the visit of a distinguished figure.
The treatment is unusual.
Columbia
Wonders of
Chicago
(Musical Travelarks) 16% Mlns.
Very Good. A fine selection of scenes by producer-director Harry
Fo.ster and superb photography in Eastman Color by cameraman
William O. Steiner sr.. make this an outstanding travel subject.
This sort of thing has never been done better, even including
earlier Musical Travelarks about Manhattan, Washington and
New Orleans. Adding to its appeal are the singing descriptions by
BiU Hayes and commentary by George Jessel. Previously issued
la Cinemascope, the series has now gone to a 1.85-1 ratio. Again,
it is a star attraction for any audience.
c
14 BOXOFFICE BookinGuide : :
April 7, 1958

Opinions on Current Productions
^EATURE REVIEWS
Symbol O denotes color photogrdphy; © CInemoScope; (J)
VlstoVlslon; tS) Supencope; (H)
Noturoma. For story synopsis on each piiture, sec reverse sld«.
Suicide Battalion F ^- '''"" '""''
^ American International 79 Minutes Rel. March 1, '58
4anag^
Designed expressly for the exploitation market in a package
with "Jet Attack" (reviewed on this page). "Suicide ,,,,^
Battalion" proves good fare for the action-seeking customer, rinj
and for its class is a well-produced little feature. True, the
low budget shows at times and there is weakness in the confused
action and motivations that is never quite made clear,
Edward L. Cahn and technical credits are good. Notable
among the latter are the battle scenes, some staged and
some from stock footage, which liberally display the heroics
in the early stages of warfare in the South Pacific against
the Japs, when the Americans were gi-eatly outnumbered,
and which will satisfy the most rabid action-film fan.
Among the thesps. the name of Michael "Touch" Connors
should prove sufficient marquee bait to lure the blue jean
set. and adults will be interested in seeing famed Hawaiian
singer and dancer Hilo Hattie's name on the cast credits.
Lou Busoff acted as producer as well as scripting. Samuel
Z. Ai-koff was executive producer.
Michael Connors, John Ashley, Russ Bender, Jewell
Lain, Bing Russell, Scott Peters, Walter Maslow.

. Actually
. . Another
. . She
. . What
FEATURE REVIEWS Story Synopsis; Exploitips; Adiines for Newspaper and Programs
THE STOKY: "High Hell" (Para)
John Derek is determined to take four ininprs up to his
gold mine atop the Canadian Rockies despite the fears of
the townspeople at the foot of the peak that blasting during
the wlJiter may bring do\ni an avalanche. Derek promises
to use his d>niamite cautiously and they fight through a
snowstorm to the mountain cabin only to find Derek's ia^
partner, Al Mulock. and the latter's attractive wife, Elaine but
Stewart,
''^
already there. With the weather so bad, Elaine is
forced to stay on and slie causes dissension among the miners.
When a rich gold vein is discovered, the other men disregard
Derek's warning and steal d.vniamit* for stronger blasts. In
the fight that ensues, several men are killed, the mine is
sealed off forever and Derek, who has kept his promise to
the town, finds happiness with Elaine.
EXPLOITIPS:
Play up John Derek as star of "The Ten Commandments"
and "Omar Kliaj-yam" but use stills or enlargements of
Elaine Stewart in her tub-bathing scene. An attentiongetting
giveaway could be made of hard candies covered with
gold foU—to simulate gold nuggets.
CATCHLINES:
Five Men and a Woman Trapped in a Mining Cabin
on Top of the World . Filmed on the World's
Mast Rugged Mountain Peak ... It Reaches New Heights
of Excitement ... He Wanted All the Gtold—and the
Woman Too!
THE STORY: "A Girl in Black" (Kingsley)
Dimitri Horn, an unsuccessful writer, goes to Hydra, Where
he rooms with an imixjverished widow, who lives with her
son and her daughter, Ellie Lambetti. When the son learns
that his mother has a lover, he beats her in the streets to
the humiliation of Ellie. who has turned down the advances
of George Foundas. handsome fisherman. The latter jeers
at Ellie, which arouses the sympathy of Horn and this soon
turns to love. Foundas then plays a ghastly joke on the
lovers, wliich almost costs Horn his life. The joke turns
into a tragedy and several townschildren are drowned. Horn
IS accused of murder by the townspeople, but Ellie forces a
confession from Foundas and manages to find happiness
with Horn.
EXPLOITIPS:
Stress the fact that this was filmed on the Island of Hydra
already shown in "Boy on a Dolphin," recent 20th Century-
Pox film. Play up the fact that Michael Cacoyannis also
directed "Stella," a highly acclaimed art house film of 1957.
CATCHLINES:
Filmed on the Greek Island of Hydra . Startling
and Thrilling Film Prom Michael Cacoyannis, Who Directed
the Stirring "Stella" . . . Romance Mixes With Ti-agedy in
a Tale of Modem-Day Greece.
so
rhe
THE STORY: "Suicide Battalion" (AIP)
Michael (Connors, John Ashley, Russ Bender, Scott Peters,
Walter Ma-slow and Bing Russell, assigned to a demolition
squad of the Army, make up a volunteer mission behind
the Japanese lines in the Philippines. The mi.ssion calls
for them to blow up secret United States papers left behind
when headquarters was abandoned. The papers are secreted
in an underground vault. Only two of the men survive when
the squad gets into action to complete its mission, but the
dangerous assignment is satisfactorily accomplished. Interspersed
in the stoi7 is a love triangle between Jewell Lain,
war correspondent, and Connors and Ashley, and there is
more intrigue between some of the other men and warfront
cafe girls Mai-jorie Stapp. Jan England, Isabel Cooley, and
their boss, Hilo Hattie.
EXPLOITIPS:
Play up Michael Connors as a favorite with the yoimgsters
in both theatrical films and on television. Since he has only
recently dropped his former first name, "Touch," you might
let the public know he is one and the same actor by using
the "Touch" in parentheses or quotes.
CATCHLINES:
An Army Demolition Squad Volunteers to Blow Up Secret
U. S. Papers Behind Jap Lines . . . They Were Six in Number
When They Left on Their Secret Mission, But Four
When They Returned.
THE STORY: "Jet Attack" (AlP-Zuma)
John Agar and his two buddies, Gregory Walcott and
Nicky Blair, are forced to accept the aid of Russian nurse
Audrey Totter after they are shot down behind Chinese
Communist-North Korean lines. Agar's pals do not trust
her, but he does, and his faith in her proves not to be misplaced
when she ultimately helps all three of the men
maneuver the escape of a vital United States scientist who
has fallen into the hands of the Reds, and who the men
have been trying to rescue for months. Aided and abetted by
a band of guerrillas. Agar manages to get hold of a Communist
MIG, and, with the scientist, makes his escape.
EXPLOITIPS:
Play up the names of John Agar and Audrey Totter, both
of whom are known to moviegoers. Hold a special preview
for Air Force men in the area, especially honoring those
who have seen duty in the Korean battle. Promote a radiotelevision
discussion on safe flying, or have a flight insti-uctor
come to the theatre and address a group of teenagers
on Air Force tactics, etc.
CATCHLINES:
High Adventure! Unbearable Suspense! In This Daring
Tale of Action Behind the Enemy Lines During the Korean
War . was a Russian Nurse, but They had to Trust
Her—She Held Their Lives in Her Hands . Happens
When An American Air Force Pilot Steals a Communist
MIG and Flees for His Very Life?
r
( :
THE STORY: "The Last Bridge" (Union)
Maria Schell. a nui-se-doctor in the German Army that
invades Yugoslavia, is tricked into going behind the enemy
lines, where she is captured and forced to give medical aid
to then- wounded. Although she is reluctant to minister to
the enemy she is watched over by Bemhard Wicki. who
gradually convinces her that even the enemy are human
bemgs. When a typhus epidemic breaks out, she faces danger
to secure drugs for the Yugoslavs. The Germans arrive and
capture the town and her former sweetheart. Carl Mohner
pleads with her to return. But she insists on taking the
medicine back to the stricken partisans. As she is crossing
the last bridge to get to them, fighting breaks out. The
fatally wounded Maria manages to get the drugs to Wicki
before she collapses and dies in the middle of the bridge "imgc.
EXPLOITIPS:
Stress the fact that Maria
_
Schell is currently starring in
"The Brothers Karamazov" and won the best actress award
at the Cannes Film Festival for "The Last Bridge" Also
mention or display copies of the Time Magazine and Life
Magazine covers on Miss Schell
CATCHLINES:
The World's Most Magnetic Actress in Her Prize-Winning
?r. L- \A ^^T''" ^^° Pi-ofes.sed Her Faith in Humanity
„ ^ ^l^^^J'^ 'War . . .
Winner of the Cannes Festival
Award the Golden Laurel Award and the International
Critics
Prize.
01
lUt
THE STORY: "The Narcotics Story" (PoUce)
The picture's continuity liinges on the story of Sharon
Strand who is first attracted to the use of narcotics through
an adventurous and curious bout with marijuana. In relating
her experience, detailed information of unusually
authentic character is supplied regarding the manner in
which dope is secured and distributed by the leaders of big
narcotic operations down through the small fry among
"pushers" and users. Considerable footage is devoted to the
way the addicts take various kinds of dope; theu- degradation;
the extreme means to which they resort to secure the
daily dosage made necessary by their cravings; and the
methods that the police employ in tracking down the sources
of the drugs and in apprehending the men and women who
fatten on their distribution.
EXPLOITIPS:
Invite interested adiUt authorities to a special screening.
Include among them PTA officers, juvenile recreation administrators,
law officials, clergymen, and all others who
might have to deal with the dope addiction problem. Arrange
assemblies in schools and have local police officers
discuss narcotic situation using "The Narcotics Story" as (
background material.
CATCHLINES:
.liaii Documented Step by Step, the Pit-Falls of Dope . . . Never
is sf a More Sensational Motion Picture Theme . . . Now the
Whole Shameful Story Can Be Told.
BOXOFFICE BookinGuide :: April 7, 1958

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Kefcrence. Married. Prefer Southwest. Box-
.>fflce. 7726.
^_^^„^^_
Drive-in manaoer, 10 years experience. 5 years
iiiUe^e (lieijree). exploitation minded, married.
iiwn-iirinkor. leferenct-s. Cily operation desired,
available after Maj- 15th. P.O. Box 268. Slienan-
low a.
Maiiaod. experienced, refeniKes. Conventional
and drlve-iri. .\v;iilable on short notice for Washlojitoii.
I'iiiliidelpliia exchange area, Boxoffice.
HELP WANTED
I
wanted for drive-ins and conventional
the^ttres in New Jersey. Permanent, top
salary, real opportunity for aggressive man. Many
1 benefits including retirement plan, group in-
I siirance :uid hospitalization. Apply. Water Iteade
Mayfair House. Deal Road, Oakhurst,
New Jersey, or call Kellogg 1-1600.
Manager wanted for indoor tlieatre, south Texas.
Apply in person only to Frels Theatres, Victoria,
Texas.
1 Managers for indoor theatres in eastern New
f
Bigland. Apply to Mr. George Moffitt. c/o
Maiugement Company. 480 Boylston Street.
Boston 16. Massacliusetts.
Aggressive, experienced exploitation minded
( majiager. Must have best reference. Good moral
1 character. Pernujient [wsition. PersonaJ interview
1 required. Armstrong Tlieatre Circuit. Box 211,
I Bowling Green, Ohio.
DRIVE-IN THEATRE EQUIPMENT
Get ready for 1958! S.O.S. Vinyl plastic screen
paint per gal.. SS-I^S; 5 gals.. $37.50; 10 gals.,
169.50: Ashcraft Hydro-arcs 85A lamps w/15"
mirrors and 85A selenium reflectors, all excellent,
$1,395.00. (available on time). Dept. cc, S.O.S.
Cinema Supply Corporation, 602 W. 52nd Street,
NCH York 19. N. Y.
Price reduced on our Anti-Theft Speaker Cable!
Nort you can protect your speakers for only 59
tents per speaker! Leading theatre chains and
individual exhibitors repoit complete satisfaction.
Write: Speaker Security Company. [)ept. 58,
Willow A^e. at 17tii St., Hoboken. N. J.
Wire your drive-in for In-car tieaters. Our engineer
and experienced field ii>en can do the
best job at the best price. Bumette Electric,
2.301 I>ake Avenue. Blyria. Ohio.
'We Warned You—
ABOUT NOT USING A BOX
;UMBER ON THAT AD YOU
RAN IN
BOXOFFICE!'
BOXOFFICE April 7, 1958
GENERAL EQUIPMENT—USED
Need a Spare? SImpk'X Hear Sliiitlrr iloiihli'
bKiring raedianlsm. $95.00: Super Simples. E-7,
rrnliiry "C". excellent, $225.00 each. New
lrilermlttcnl.

to "pick up" your concession profits.
it TAkes
Vihy settle for just an iiilcnnissiuii nt coiuessidii
sales? \^ ith a Miracle Playground. \ou can do
three, four, five limes as nuicli l)usines.'i before
TWO I
the sun even sets! Getting families
out for dinner and pre-show fun is no problem
at all with Miracle Playground Equipment.
That's wliv .AmeriiaV leading drive-in theatres
from coast to coast feature and promote Miracle
Playgrounds. No other equipment can offer
you Miracles magic appeal and showmanship
value. And the surprisingly small
investment it takes will amaze you! Miracle
means business ... if vou want to do business!
TOP NOTCH
I FILMS
FREE!
Moil coupon today for
new color catalog on our
complete line of playground equipment.
Everything from power rides to picnic
tables. 36 pages in all with natural color
illustrations thruout. It's the "new look"
in playgrounds!
MAIL THIS COUPON NOWl
MIRACLE EQUIPMENT CO. grinnell, iowa
r] a
Playground for a drive-in with
car
Send me plans and estimates for Miracle
|
capacity.
Send me your new catalog and price list.
Have my Miracle Man call on me.
^
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Address.
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