Boxoffice-April.07.1958

—
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