Boxoffice-April.21.1958

. iJ
J . Kontai
1 •
AMU 2t.
I9SI
Ike luiu 5/ JM m&to&tL rictuAe
Meet the Alwoods:
THEY'RE
MOVIEGOING
REGULARS
They Like TV, Too, But Movies Are
Their Dish . . . They Tell Why in This
Issue, And Offer Exhibitors Some
Advice on How to Win New Customers
Mr. and Mrs. Richard Alwood of Detroit and their two children, Richard jr. and
Lynn, "the typical family" moviegoing troupe, on their way to a neighborhood theatre.
The story of why they keep going to movies regularly appears on page 20.
Allied
Returns
«r«d o« »cc jr^>i-clou matf«r ot ttm Pott Offic* ot Kontoi
M it-d w««kly by Aitotiii'- '
Von - Ctty. Mo
'
tOr^l L 00 p«r v»or, Notiono L ; ! _ '. S ,
NATIONAL EXECUTIVE EDITION
To Membership
In
COMPO
Poge 8

Jli
THE FIRST
LERNER-LOEWE
MUSICAL SINCE
"MY FAIR LADY"
AN ARTHUR FREEI
MAURICJ
HERMIONE GINGOLC
SCREEN PLAY A AN
I
— and Lyrics by /~\l—/M
|
MGM
BACK ON
TOP IN
'58!
Based On the Novel
by COLETTE
*
Costumes, Scenery &.
Design by
Productic
CECIL BEATC

THE GREAT COMING EVENT!
"'GIGP promises to be as great a flicker as
'My Fair Lady' is a Broadway musical."
— Ed Sullivan's nationally syndicated column,
April 4, 1958.
•
OPENS THURSDAY, MAY FIFTEENTH
ROYALE THEATRE
West 45th St., N. Y. C.
• Ail seats reserved
SELECTED ENGAGEMENTS WILL
FOLLOW IN PRINCIPAL CITIES FOR
JULY 4th HOLIDAY AND THEREAFTER.
With its hit songs flooding the air-waves, with newspaper
columnists heralding a new show-world giants
with word-oj-mouth sweeping from Coast-to-Coast,
M-G-M^j- '^GIGV is on its way tofame andfortune.
PRODUCTION •
CHEVALIER
•
iyA GABOR- JACQUES BERGERAC
•
...LESLIE
LOUIS
CARON
JOURDAN
ISABEL JEANS
IaY LERNER -^'FREDERICK LOEWE
^ItrocoIor
•
"'^crVINCENTE
MINNELLi

nother Big One
^
with the stamp of
^^^
BOXOFFICE Importance-
...available for the
SUMMER SEASON
from Universal-International
from the pen of Ernest K. Gctnn, author of
YmiUK&IElT
with
CO-STARRING
ARTHUR KENNEDY
RICHARD HAYDN lUDITH EVELYN WALLACE FORD

00
?+.,
ROCK HUDSON
CYD CHARISSE
\'r%
'^M^M.^"^^
THE HIGH AND THE MIGHTP'
LEIFERICKSON CHARLES McGRAW ERNEST TRUEX
i
Directed
by JOSEPH PEVNEY • Written by ERNEST K. GANN • Produced by GORDON KAY

Handful
of Aces
Twentieth Century-Kox lias Ix-cn "stacking the
cards." ns it were, in its recent and iipcominf;
releasing schedules. In this case, both the company
and the exhibitors are the winners, for
the dealing out of one "ace" after the other
cannot help iiul pile up stacks of chips for all
"players" in the game.
This observation derives
from the consistency
in the delivery of hit pictures by the 20th-Fox
studios in recent months, sonic of which have
been sensational in their boxoffice performance,
and the caliber of product, current and set for
release in the next month. So satisfyin;; were
the grosses on Jerry Wald's "Peyton Place,"
that exhibitors are making its record the standard
for comparison in their reporting on the performance
of other blockbusters.
Evidently 20th-Fox has another such winner
in "The Long, Hot Summer," also produced by
Jerry Wald, which this past week opened in
four theatres in the f-os Angeles area to "bigger
than 'Peyton Place' business," as an executive
of National Theatres termed it, adding, "it's the
biggest shot in the arm in a long time."
The consensus of opinion expressed by a
group of key film buyers, following a screening
in Kansas City, was that "The Long, Hot .Summer
" by virtue of the wide-range of appeal of
its engrossing story, generously blended with
comedy, drama, suspense, exceptional color
photography, and a strcmg list of name performers,
makes it sure-fire in entertainment and
attraction value.
That makes two aces, back-to-back, so to
speak, from Jerry Wald. And. for April, 20th-Fox
is following with "A Farewell to Arms," "The
Young Lions," "Ten North Frederick," "Cattle
Empire" and "From Hell to Texas," cast details
of which are reported elsewhere in this issue.
That kind of "stacked" dealing should be highly
welcomed by every exhibitor in the game.
^«ic--twg;g
MX^
Happy, Happy Talk !
The word is getting around that 20th-Fox is handling
three l)ig winners to follow its highly successful
"Peyton Place." They are Rodgers and Hamnierstein's
"South Pacific" in Todd-AO. "The Young Lions" and
"The Long Hot Summer." We've seen the latter two
(see page 27) and there's been fine word-of-mouth
about "South Pacific" emanating from New England,
where a preview audience had an enchanted evening.
n

—
ton
THE NATIONAL FILM WEEKLY
Published tn Nine Sectional Editions
BEN SHLYEN
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and Publisher
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APRIL 21, 1958
Vol. 72 No. 26
GEARED FOR ACTION
^C/lTH Allied States Ass'n back in the
fdld anil to he ahly represented on the fjoveriiiri";
coinniittee hy Ben Marcus, all of the indiistrys
various segments, once more, are uiiitetl
under the banner of the Council of Motion
Picture Organizations. This unity augurs well
for the upcoming business-building cani[)aign
and for the various other planks in the (X)Mi'()
platform, all of which are designed to improve
the industry's public and internal relations and
to increase theatre attendance.
Approval of the fund-raising ])rocedure for
financing the business-building campaign was
given at the annual meeting of the COMPO
executive committee. This calls for exhibitor
contributions of one-half of one per cent of
their 19.57 film rentals, the total of which will
be matched by distribution. Exhibitors may elect
to make one full payment, two equal installments
or six monthly installments. Exhibitors in the
field will supervise committees for their states
or exchange areas. All are urged to get the job
done as expeditiously as possible, so there will
be no lag in the campaign, once it gets under
way.
A valuable action in this direction is that
taken by the Motion Picture Ass'n whereby it is
deferring collection from exhibitors' contributions
of half of the $650,000 cost of the Academy
Awards telecast. Thus, the second phase of the
campaign that provides for national newspajier
and radio advertising will be promptly implemented.
A long time in the planning, the businessbuilding
campaign has been termed the industry's
No. 1 job by key men in all branches of the
business. Some tests made in the early stages of
the planning have proved that the job can be
successfully carried out. And individual local
efforts have given emphasis to this belief. There
is no question but that this industry has the
will, the manpower and tlie know-how. All it
needs is the money to pay for getting the job
done. If each and every exhibitor will do his
share, the money will be fully provided, what
with the dollar-for-dollar contributions to be
made by the distributors. And. again, we say,
the quicker the money is raised, the sooner the
benefits to be derived will be realized.
Two More Big
Steps
Another of the basic COMPO planks provided
for a research program. But not too much
was done thereon, perhaps because COMPO?
efforts were almost entirely devoted to the camjiaigns
to obtain federal admission tax repeals.
Giving permanent status to the research committee,
to be headed by Walter Reade jr., Ralph
Hetzel and Harry Goldberg, and providing the
necessary finances, should go a long way in
unearthing information tliat will be of great
guidance value. The industry is woefully lacking
in statistics about itself, about its patronage,
and other data essential to knowing the whys
and wherefores of its stale of health. If the
research program will be well enough provided
for to make it a continuing function, it can
prove an invaluable aid in the cultivating of
better public relations and increasing attendance.
Decision by the executive committee of
COMPO to continue the cam])aign for full tax
repeal seems to be very much in order. With
the increasing number of instances where theatre
admission prices exceed the 90-cent tax
free ceiling, the need for complete exemption
from the federal ticket tax is the more needed. It
is also believed that repeal of the federal tax
will have a bearing on ridding the industry of
state and municipal ticket taxes, the hulk of
which are discriminatory.
Good Insurance
Right, indeed, was Spyros P. Skouras when,
following a meeting of the 20th Century-Fox
board of directors in Hollywood, he stated that
it will take a steady flow of important pictures
to place the industry on a safe footing. This, he
said, would insure a source of supply which
will encourage exhibitors to greater efforts of
showmanship and to higher standards of service
to their patrons. And, with a determined eye
toward that objective. Mr. Skouras evidenced
his faith in the future of this business by declaring
that, if the market requires it, 20th-Fox
will produce from 75 to 100 feature pictures
])er year. That would seem well within reach,
considering the fact that the conijjany w ill release
65 or more features in the current season.
A steady flow of important pictures has. these
past four months, borne out what Mr. Skouras
sees need for on a continuing basis. Business
has been exceptionally good in big showcase
houses and small-town situations, with drive-ins.
despite a delayed spring, now doing fine business.
The general public is. again, talking favorabh
aitoul motion pictures in theatres, how good
tlie\ are. how much better they are than television,
and inquiring about pictures they missed
that they now want to see. and about new ones
on the way. Steady, orderly release of important
|)ictures that will kecj) up this patron interest
through the siiimiier and well into the fall will.
indeed. |nit this business on a safe—and solid
footing.
L^Lv /0^hJL/!yy^

:
1
ALLIED BACK IN COMPO FOLD;
TAX RELIEF, RESEARCH '58 GOALS
Ben Marcus, A. Montague,
Sam Pinanski Named to
Governing Triumvirate
NEW YORK—Allied States Ass'n was
welcomed back to membership in the Council
of Motion Picture Organizations at its
annual meeting Tuesday (15) with Ben
Marcus, former president of the exhibitor
organization, elected to serve on the governing
committee — or triumvirate — with
Sam Pinanski, representing Theatre Owners
of America, and A. Montague representing
distribution.
Marcus succeeds Robert W. Coyne, who had
served both in that capacity and as special
counsel since Allied resigned membership.
Coyne was given a new thiee-year conti'act
as special counsel and Charles E. McCarthy
received one as information director.
In welcoming Allied back to the fold, Pinanski
said he did not beheve its terms unreasonable.
These called for representation
on the governing and executive committees
and for a ixissible review of the COMPO
structure.
Marcus said he was happy about the reaffiliation
because COMPO was the proper
organization through which plans could be
advanced for the betterment of tlie industry.
Calling for unity, he termed COMPO one
of the most influential organizations to be
found in any industry.
Alternates were named for tlie members
of the governing committee as follows: For
Pinanski, Albert Pickus, Stratford, Conn.; for
Montague, Alex Harrison, 20th Century-Fox;
and for Marcus, Irving DoUinger of the New
Jersey unit.
Herman Robbins was re-elected treasurer
and Sidney Schreiber was re-elected secretary.
Representatives on the executive committee
follow
TOA—Wolter Reade, Myron Blank, Morton Thalhimer,
R. B. Wilby, Elmer C. Rhoden ond S. H. Fobion.
Allied—Horace Adorns, Julius M. Gordon, Morcus,
Dollinger, Milton London, Horry B. Hendel, Morsholl
Fine, Roy L. Kolver, Jock Whittle and Ed Lider.
Independent Theotre Owners Ass'n— Harry Brondt.
Metropoliton Motion Picture Theotre Ass'n—Solomon
M, Srrousberg and Emanuel Frisch.
Variety International—Robert J. O'Donnell.
Society of Independent Motion Picture Producers—
Arnall.
Trodepress—Joy Emanuel.
No hint of unfriendliness maiTed the meet-
Ellis
Nationwide Organization
To Spur B'B Financing
NEW YORK—To encourage exhibitor financial
support of the business-building campaign,
the Council of Motion Picture Organizations
will set up a complete organization
of national and exchange area chairmen comprised
of representatives of Theatre Owners
of America and National Allied.
This was voted at the annual meeting of
COMPO Tuesday (15) upon the recommendation
of El-nest G. Stellings, TOA president,
wlio was unable to attend, backed by Sam
Pinanski, TOA repre.sentative of the COMPO
triumvirate. Sam Rosen, assistant to the
TOA president, reported Stellings' recommendation.
A. Montague, speaking for the Motion Picture
Ass'n of America, said there were a number
of reasons why distribution could not
undertake to handle contributions or solicit
them. He noted that distribution is already
handling collections of COMPO dues.
Montague noted that distribution has met
the cost to date of the Academy Awards telecast.
He promised in behalf of MPAA that
no effort will be made to deduct exhibition's
shai-e of the cost until exhibitor collections
are complete. In other words, MPAA will not
seek to be reimbursed for the telecast dollar
by dollar as collections from exhibitors are
received.
Pinanski paid a tribute to Montague for
his leading role in bringing business-building
plans to a point where they are at)OUt ready
to go full steam ahead. He stressed, however,
the immediate need for exhibitor funds, commenting
that "those able to give the most
should."
Rosen said that S. H. Fabian of Stanley
Warner and he guaranteed full support of
the drive. He said that exhibitors not supporting
it with their money would be "derelict
in their duty." Harry Brandt said he had
become enthusiastic about the drive after
eai'ly doubts, and presented a check for $3,000
contributed by members of the Independent
Theatre Owners Ass'n, which he heads. Solomon
M. Strausberg, president of the Metropolitan
Motion Picture Theatre Ass'n, said
his organization will support it "100 per cent."
Emanuel Frisch, former MMPTA president,
asked if COMPO will be reimbursed for any
campaign expenses. Pinanski said campaign
contributions will be kept separate and apart
from the COMPO budget.
ing, which lasted only two hours and a quarter.
It opened with Coyne calling the roll
and then turning the meeting over to Pinanski.
A report on finances and a budget
prepared by Robbins, treasurer, who was unable
to attend, was approved.
Pat McGee was introduced as chairman of
the first two drives for tax repeal. He recommended
a continued campaign for full tax
repeal. Coj'ne reported on the present situation
in Washington. He said that getting
further relief will not be an easy job because,
while COMPO had the field to itself before,
now many organizations are seeking relief.
Brandt urged that COMPO concentrate on
the ticket tax only without help from outside
groups. He said he had heard on good
authority that .some excise taxes will be repealed
this year. His suggestion was approved.
Reade, chairman of a research committee
also consisting of Ralph D. Hetzel of the
Motion Picture Ass'n of America and Harry
Goldberg of Stanley Warner, asked authorization
and finances to set up a group to prepare
an annual industry directory, with outside
help if necessary, containing data about
theatres and distributing and producing companies,
and to produce an annual industry
census containing such data as picture
grosses, admission prices and production costs.
He asked for tradepress cooperation.
Brandt asked if there would not be confliction
with information supplied by the
tradepress. Goldberg said there would be no
intention of competing. Pinanski thanked
(Continued on page 10
i
Named to COMPO Governing Body as 'Regulars' and as Alternates
Ben Marcus A, Montague Sam Pinanski Irving Dollinger Alex Harrison Albert Pickus
BOXOFFICE :: April 21, 1958

20TH-FOX TO MAKE 75-100 FILMS
A YEAR IF MARKET REQUIRES IT
Plans Reflect
Optimism
Of Board, Following
Meeting at Studio
HOLLYWOOD—Reflecting confidence in
the future of theatrical motion pictures
and adding a considerable hope to the overall
Hollywood scene the board of directors
of 20th Century-Fox. following its annual
meeting here April 14-16. announced that
if the market requires it, the company will
produce from 75 to 100 feature pictures a
year as part of the long range goal set by
president Spyros P. Skouras.
FILMS DELIVER BOXOFFICE HYPO
During the three days spent by the group
in studies and analysis of current problems
facing the motion picture industry and plans
for the company's future, executive production
head Buddy Adier cited the boxoffice
hypo currently being delivered by such films
as "The Young Lions," "South Pacific," "Peyton
Place," "A Farewell to Arms" and "The
Long, Hot Summer" as examples of how 20th-
Fox is servicing exhibitors everywhere.
Skouras stated that not until there is a
steady flow of important pictures will the
industry be on safe footing, pointing out that
the only way to overcome current problems
is to insure a source of supply which will encourage
the exhibitor to greater efforts In
showmanship and the higher standards of
service to his patrons.
Stressing that the company is "wide open"
to all creators to make pictures, Mr. Skouras
invited independent production with the
promise of a climate offering the highest encouragement
to young actors, producers, directors,
writers—anyone with ideas and creative
talent for quality production.
Adler called attention to the importajice
of such forthcoming 20th films as "10 North
Frederick." "The Barbarian and the Geisha,"
"The Bravados," "Inn of the Sixth Happiness."
"A Certain Smile." "The Hunters" and
"From Hell to Texas." He said talent provided
in these pictures is enough to insure exhibitors
a highly successful summer.
Currently eight Cinemascope featui-es are
being filmed by the company in Hollywood
and abroad.
DEVELOPING
NEW TALENT
Reporting on the progress made by the
studio in developing new talent for the screen,
Adler pointed out such contractees as Joanne
Woodward, 1957 Academy Award winner, and
Oscar nominees Hope Lange and Diane Varsi
as outstanding examples of new star power.
Present at the meeting in addition to
Skouras and Adler were board directors
L. Sherman Adams, Kevin C. McCann, Daniel
O. Hastings. General James A. Van Fleet, executive
vice-president W. C. Michel; Otto
Koegel, chief counsel; Donald A. Henderson,
treasurer; vice-president Charles Einfeld;
Murray Silverstone, president of 20th
Century-Fox International; Alex Harrison,
general sales manager; Norman Steinberg,
assistant secretary: John B. Codd. assistant
treasurer, and Sid Rogell, executive production
manager.
Spyros P. Skouras receiving the Screen Producers Guild award from producer
Walt Disney at the dinner held in Hollywood this week. In the photo, left to right:
Mrs. Skouras, Skouras, Eric A. Johnston, president of the Motion Picture Ass'n of
America, Disney, and Henry Cabot Lodge, U. S. ambassador to the V. N.
Sale of Films to TV a 'Tragic Mistake/
Says Skouras; Must Not Be Repeated
HOLLYWOOD—The sale of motion picture
features to television was "a tragic mistake"
and the same mistake must not be made
again, Spyros P. Skouras, president of 20th
Century-Fox, declared at the annual Milestone
Award dinner of the Screen Producers
Guild Sunday (13). Skouras was the 1958 recipient
of the Award in recognition of his efforts
toward advancement of the industry.
He spoke before 800 persons.
Admitting that "we practically gave it
away," as he spoke of the backlogs now on
TV, Skouras warned, "we must not make the
Pay TV Already Dead/
Says Television Ad Head
New York—Pay television "is already
dead," Norman E. Cash, president of the
Television Bureau of Advertising, declared
in an interview with Advertising
Age, in this week's issue (14) of the advertising
business publication.
One thing the TvB, as his bureau is
identified in ad circles, is not worrying
about is pay—or toll—television. He said
that as far as he's concerned, "The Bartlesville
thing is pretty clear." That is,
it is a fiasco, Cash says, and that it is
such a fiasco surprises him little.
"If I were interested in that operation,
(meaning pay TV), I wouldn't have let
Bartlesville fail. I'd have found some way
to get the people to get the money up.
That isn't a lot of money for the kind of
money those people expect to get eventually.
That's no matchbook operation,"
he told AA.
same mistake again by selling post-1948 films
to television."
He said the industry must find a new plan
for business in this latest crisis and urged
that it is the industry's responsibility, not
only to preserve livelihood of those in it. but
because otherwise "the motion picture will
cease to exist and its great influence in the
cause of the American way of life will perish."
Skouras added that he thinks the industry
should produce 10-12 goodwill subjects annually;
for example. "The Ten Commandments."
"The Bridge on the River Kwai" and
"Peyton Place." He called for a revival of
showmanship and said it was vital that exhibitors
unite into a single organization so
that it will have solid impact and strength
in Washington, the state capitals and the
Congi-essional districts. He said distribution
must re-capture a spirit of enthusiasm, also
induce young men to come into the industry;
that it must find new methods of operation,
eliminate waste and modernize practices
throughout the world.
An eailier speaker at the affair was Henry
Cabot Lodge. U. S. ambassador to the UN,
who praised Skouras and stressed the importance
of motion pictures' influence
throughout the world.
Vogel Chairman of Loew's
Executive Committee
NEW YORK—Joseph R. Vogel. president
of Loew's. Inc.. has been appointed chairman
of the executive committee of the board of
directors and Jerome A. Newman, newly
elected director, has been named chairman
of the budget and finance committee, with
Philip A. Roth as vice-chairman.
Vogel succeeds George Killion as chairman
of the executive committee.
BOXOFFICE April 21, 1958 9

i
T^uUc ^eaU
Cleveland About to Launch
Cable Theatre Project
station WERE is promoU-r of system, which
eventually will cost $25,000,000: to use six
vacant television channels and the coaxial
cable facilities of the Ohio Bell Telephone
Co.: subscribers would pay a monthly fee of
$10; first run filnvs u hours a day—without
commercials—is the plan for one of t.he
channels.
•
Los Angeles Council Kills
Two Toll TV Ordinances
City council votes lo-l for repeal of laws
granting franchises, putting to an end
what once promised to be the first actual
vote in the U. S. on the toll TV issue.
*
Senate Committee Backs
SBA Loans to Drive-Ins
Group asks Small Business Administration
to make drive-in theatres eligible through a
revision of its regulations, according to Philip
F. Harling of Theatre Owners of America.
May Call Off N. Y. Meeting
With Company Presidents
Inability to get all major heads together
at one time for talks with exhibitors on an
orderly release program for remainder of the
year seems to doom the idea: Edward L.
Hyman of AB-PT, who spearheaded program,
may hold individual meetings.
•
'Moviethon. 1958. U.S.A.'
Dropped by Hallmark
Promotion idea, scheduled for May 4-
November 1, is canceled due to lack of sufficient
exhibitor interest; checks refunding
payments in full to all theatres that have
been enrolled being mailed.
•
MPAA and MPEA Discontinue
Publishing Annual Reports
No rea-son given by domestic and foreign
trade groups headed by Eric Johnston, but
economy Is believed to have been determining
factor; release of data to tradepress had been
expected at annual meeting Thursday (17).
*
Schine Chain Must Divest
17 Theatres Next Month
Twelve in New York, one in Ohio and one
in Maryland, will be operated as theatres: up
for sale at auction May 19 in Rochester;
three others, all in New York, to be sold iri
Glens Palls for general commercial use.
Sol C. Siegel Affiliation With
Loew's Expected Soon
Dii-ectors, after meeting Wednesday (16i,
report progress in negotiations to make him
head of MGM Studio production; William
H. Harrison, audit manager of Arthur Anderson
and Co., firm of accountants, appointed
controller.
Johnslon Re-elected
President of MPAA
NEW YORK— Eric Johnston was re-elected
president of the Motion Picture Ass'n of
America at the annual
meeting of the board
of directors Thursday
il7i. He first assumed
the office Sept. 19,
1945, succeeding the
late Will H. Hays.
The other officers
were also re-elected.
They are Kenneth
Clark, Ralph Hetzel,
G. Griffith Johnson
and Geoffrey Shurlock,
Eric
vice-presidents;
Johnston
Sidney Schreiber, secretary;
Stanley R. Weber, treasurer; Thomas
J. McNamara, assistant treasurer, and James
S. Howie, assistant secretary-treasurer.
The board approved the association budget
for 1958. In addition, a plan for putting the
title registration bureau of the MPAA on a
self-sustaining basis was approved. Effective
immediately, each member of the title registration
service will be required to pay an
annual membership fee and in addition a
fixed fee for each group of ten titles processed
and registered. Details of the new plan
will be sent to all present users of the service.
At the annual meeting of association members
which preceded the board meeting the
following directors were elected:
Johnston: Barney Balaban, president, and
George Weltner. worldwide sales manager.
Paramount: Steve Broidy, president, and Edward
Morey, vice-president. Allied Artists;
A. Schneider, president, and A. Montague,
vice-president, Columbia: Cecil B. DeMille,
director-producer; Earle W. Hammons, president,
Educational Films.
Also, Milton R. Rackmil, president, and
John J. O'Connor, vice-president, Universal-International;
Hal E. Roach, president,
Hal Roach Studio; Herman Robbins.
board chairman, and president. National
Screen Service: Joseph R. Vogel, president,
and Benjamin Melniker, general counsel,
Loew's, Inc.: Spyros P. Skouras, president,
and W. C. Michel, executive vice-president,
20th Centui-y-Fox; and Daniel T. O'Shea
and Paul J. Quinn. RKO executives.
Also, C. B. Stratton, executive vice-president.
Cosmopolitan Corp.; Paul Terry,
Loew's Back in Black;
Big Gain Reported
New York—The board of Loew's, Inc.,
reported Wednesday (16) that the company,
including its theatre and other
subsidiaries, earned $1,800,000, or 34 cents
a share, for the second quarter of the
fiscal year, a 16-week period.
The earnings reverse the trend for the
two previous periods. They now amount to
8509,000, or ten cents a share, for the first
28 weeks of the year.
In the frst 12-week period, Loew's reported
a loss of $1,291,000, or 24 cents a
share. Since new accounting methods were
not used until the end of the last fiscal
year, no comparison of earnings for
quarterly periods can be made.
Lazarus, Rosenfield
Move Up at Columbia
NEW YORK— Paul Lazaiiis Jr., vice-president
in charge of advertising and publicity
at Columbia Pictures Corp., is to assume
Paul Lazarus jr.
Jonas Rosenfield
additional executive management functions
at the homeoffice, it was announced this
week. It is expected that he will concern
himself principally with production and will
serve as liaison with independent producers
who, in the future, will play a more important
role in Columbia's production and
releasing plans. Moving up to take over as
executive in charge of advertising and publicity
will be Jonas Rosenfield, whD has been
Lazanis's executive assistant.
Robert Ferguson, director of the advertising
and publicity departments, will continue
in that capacity.
Terrytoons; Benjamin Kalmenson, executive
vice-president, and Albert Warner, vice-president,
Warner Bros.; Arthur B. Krim, president,
and Robert S. Benjamin, board chairman,
United Artists.
AWiQd Back in
(Continued from page 8)
COMPO
Reade for his suggestion and made his committee
a permanent one.
Reade had suggested that COMPO funds
now being spent on a series of institutional
advertisements in Editor & I*ublisher could
be diverted to the research project. Goldberg
stated that the ads have proved highly successful
and have enhanced the industry's
prestige with the newspaper world. Reade
said he hadn't intended to reflect on the
ads. It was voted to continue them.
Attending the meeting, besides those already
mentioned, were Leo Brecher, Maurice
Bergman. Jules Chapman, Russell V. Downing,
Al Floer.sheimer, James Gould, Shei-win
Kane, Herman M. Levy, Robert Mochrie,
Michael Mayer, Arthur L. Mayer, F. J. A.
McCarthy, D. John Phillips, Harold Saxe,
Stanley Prenosil, Robert J. Rubin, Sam Rosen,
Sol A. Schwartz, Mort Sunshine, Silas F.
Seadler, Al Steen, Robert A. Wile, Gene Arneel,
James R. Velde and Martin Quigley jr.
Two AIP Releases Set
LOS ANGEJjES — American International
Pictures' first Superama process productions,
"Machine Gun Kelly," produced and directed
by Roger Corman, and "The Bonnie Parker
Story," produced by Stanley Sheptner and
directed by William Witney, wUl be nationally
released Decoration Day, it is announced by
general sales manager Leon P. Blender.
10 BOXOFFICE April 21, 1958

:
—
——
—
REPORT TO THE INDUSTRY
How Motor City Exhibitors Will Use Radio and TV in
Co-op Program
IS DETROIT THEATRES LAUNCH
6-MONTH DRIVE FOR BUSINESS
DETROIT—A large-scale cooperative advertising
program by local exhibitors aimed to
restore the moviegoing habit will be launched
over the air on April 25. and will be built
around the appealing slogan:
"Develop an outgoing personality
Go out to a movie tonight."
This is a combined program developed
thi-ough the joint thinking o£ exhibitors from
first to last run here, with about 75 theatres
participating and contributing sizable
amounts—up to $1,600 per house to regain
the "missing" audience.
The program is a key step in the businessbuilding
campaign here, timed to tie in with
the current and coming availability of unusually
strong attractions, and to combat the
"insidious" lure of television on its own
grounds. The basic budget will be about
evenly divided between television and radio
time purchases.
Tlie program as now outlined will run for
six months, with 20 weeks definitely committed
in the initial plamiing, the rest to follow.
Changes in the detailed exploitation
presentation will be made as the campaign
progresses, some planned and some in the
light of initial experience and reactions.
The program is being worked out in association
with advertising agency, W. B. Doner
and Co., recognized since the start of television
as probably the leading local agency
in this medium. Many agency personnel are
working on the total program, with Charles
F. Rosen as account executive, and Dale
Silverberg in charge of production details.
Serving as a kickoff for the campaign was
a reception and luncheon primarily for disc
jockeys and others concerned at the Sheraton-Cadillac
Hotel on Thm-sday (17).
There are five basic facets of the exploitation
program, presenting a solid pattern of
busine.ss-building activity. This does not include
newspaper and other media, such as
heralds and other special advertising regularly
used by individual theatres. It is directed
to the media which are commonly not
used by exhibitors and are often thought to
be beyond the economic reach of the individual
theatre, especially the subsequent
runs
1. Radio programs. A series of five-minute
shows offering show business news or "gossip"
of interest will be given on two radio
stations each month—starting with WJBK
and WKMH the first month, and rotating
with the other stations in the area from
month to month as the campaign progresses.
These shows will be concentrated on what
radio calls "driving times"—5:45 p.m. on
WKMH, 5:20 p.m. on WJBK. This is timed
to reach the motorist and hLs passengers on
the way home from work—at the time when
ratings indicate that listening audience for
radio is at its highest.
The format of the five-minute shows, which
are called "News from Hollywood," has tiein
and opening and closing .selling lines. They
start with a tom-tom musical background,
as the announcer gives the introduction.
"There is the tom-tom telegraph bringing
the news of the Hollywood stars, how they
win, how they lose— so sit back and listen
we'll give you the goods on the restless
natives of Hollywood." Each program will
be handled by the disc jockeys on the air
at that time. Current news of Hollywood
doings, pictures, and theatres will be given.
2. Radio spots. This part of the program
will have 51 .spots per week, spread out over
three stations at a time, starting with WCAR,
WWJ, and WXYZ the first month. These
will run five days a week, starting in the
early morning and running into the late
afternoon—about 6:45 p.m.—not too late to
still go out and see the show that night.
The spots, following the line of those developed
recently by United Detroit Theatres
open with a 30-second jingle to a basic
pleasant lilt. These jingles are being particularly
directed to the housewife audience, and
use a theme like:
"Get out, get out, wherever you are
See a modern movie with a modern star."
These will not be overtly addressed to the
feminine audience, but have a definite motivation
slanting in this direction. The reason
is simple and effective in Doner thinking, as
explained by Silverberg:
"Behind it all, we feel it is the woman of
the house who is going to get the husband out
of the house. He wants to sit down and watch
television, she is the one who is going to get
him up and out."
Following the recorded jingle, the last 30
seconds will be devoted to a live presentation
by the announcer of the movies which are
being currently promoted, together with announcement
of the theatres showing them.
This is being worked out on a fail- schedule of
rotation so that all participating houses will
get their turns. It is to be basically keyed
by product currently being shown. This is especially
possible in the case of subsequent
runs because of the usual "city break" with
multiple day-and-date bookings in the area.
The whole campaign and the schedule are
being w'orked out to give an equal share of
attention to all runs, from first run down to
last. The radio program, both spots and fiveminute
shows, will start April 28.
3. Television. This important and costly
media will be used for .something like a saturation
campaign of 58 spots per week. This
will be the first public indication of tlie
overall campaign. It starts April 25. Three
stations at a time will be used, including all
American-side stations—WJBK -TV, WWJ-
TV, and WXYZ-TV. The television spots will
be spread over seven days a week, and
through the day as are the radio spots.
These will be brief ten-second sp>ots, furnishing
identification of the message by
means of animated cartoons now in final
preparation stages. The audio portion will
use three different versions, to be alternated
as each is recorded by a voice selected to
have characteristics similar to those of vocally
recognizable screen stars. Thus one gives the
message:
"Got that hemmed-in feeling?" followed by
the key slogan. "Develop an outgoing per-
.sonality" etc., in a voice similar to that of
Edward G. Robinson. Another uses a Charles
Laughton-like voice with the message, "Eton't
Just Sit There" followed by the slogan: while
the third has a voice like Charles Boyer's.
with the first line .switched to "Darling, got
that hemmed-in feeling?"
The filmed video portion of the spots shows
faces on a couple sitting inside their home,
seen through the window. The voice talks to
them, the walls start to close in. Then as
the word "outgoing" is reached, the walls expand
explosively, and by suitable transition
the couple winds up at the boxoffice of a theatre.
4. House organ. This will be a series of is-
.sues of a special four-page tabloid-type
newspaper directed to all the per.sonnel of
participating theatres. E.ssentially it will tell
the plans for the campaign, and is designed
to serve as a printed pep talk. It will include
material on coming pictures as a way of
assuring reader interest.
"We want to get them as excit«d about
it as we are," says Silverberg, and the publication
is being used as a key means of effective
liaison between the program planning
and the individual employe at the boxoffice,
the ticket iwx, the station on the aisle.
5. Mystery Patron. This will be a man who
will visit each of the participating theatres,
unknown to the staff. He will observe the
quality of service given in each theatre by
each staffer on duty. Then placing a small
mask over his face, he will go up to the selected
usher, candy girl, or other member of
the staff, and present a card on w'hich a
silver dollar is mounted as a reward for
quality of service.
This special incentive campaign will be
well covered in the house organ sent to theatre
staffs. This will, thus, provide an effective
inducement for them to be "alert,
courteous, and efficient" in the hope of receiving
the w'elcome award.
The selection of the cartoons for the important
and expensive television spots was
explained by Silverberg upon the basis of
the Doner Agency's vast experience in this
field—as better than using a straight spoken
format for the commercials
"We have had great success in using jingles
and animation for other clients. We feel
that it has more remembrance value, and
makes the advertising stand out more.
"We are aiming primarily at the television
viewers, the stay-at-homes who don't get
out—showing them the advantages of going
to a movie.
"In reaching the family, we feel that the
best single person to get to would be the wife
who stays in all the time, and would be more
likely to want to go out."
BOXOFFICE April 21, 1958 11

UONS'SOARS!
Record-setting openings coast-to-coastl
One of ttie top attractions in industry tiistoryl
THE YOUNG LIONS stamng MARLON BRANDO MONTGOMERY CLIFT DEAN MARTIN
• •
also starring HOPE LANGE BARBARA RUSH MAY BRUT
• •
Produced by Al Lichtman . Directed by Edward DiTiytryk • Screenplay by Edward Anhalt
Based on the novel by irwin ShaW
CllMEfS/1/\*
20fh has the
POWERHOUSE
i
PEYTON'!
Stiil at tiie peaii of its pfienomenai stayingpower
i Caii 20tii today, set your date now!
Jerry Wald's production of PEYTON PLACE stamng LANA TURNER HOPE LANGE LEE PHILIPS
• •
LLOYD NOLAN DIANE VARSI ARTHUR KENNEDY RUSS TAMBLYN TERRY MOORE
• • • •
featuring DAVID NELSON BARRY COE BEHY • • FIELD MILDRED DUNNOCK LEON AMES
• •
Directed by Mark Robson . Screenplay by Jofiti Michael Hayes
COLOR by DE LUXE
CIlNErs/lASciCDF=>E

i
SUMMER'
HOT!
Lighting a box-office biazel
Rave reviews everywiierel Off to
surefire start! Wiil run all Summer long!
Jerry Wald's production of William Faulkner's THE LONG, HOT SUMMER
starring PAUL NEWMAN ' JOANNE WOODWARD • ANTHONY FRANCIOSA
ORSON WELLES • LEE REMICK • ANGELA LANSBURY • Directed by Martin Ritt
Screenplay by jrving Ravctch and Harriet Frank, Jr.
COLOR by DE LUXE
drMEN/lyavScOF=>E
min the industry today!
HAIIFAREWEU.'!
Mlgiity 'Arms' is one of 20th's all-time greats!
Now available for the first time to all showmen!
David 0. Selznick's production of Ernest Hemingway's A FAREWELL TO ARMS
starring ROCK HUDSON • JENNIFER JONES • VITTORIO DE SICA
Directed by CharleS Vidor
• Screenplay by Ben Hecht
COLOR by DE LUXE
dNJErvl/

Krim Cites UA's Growth;
Reports Record '57 Net
Arthur B. Krim, United Artists president, fourth from left, is pictured making: his
first annual "progress report" since the clompany became publicly owned. Also in the
photo are I'A executives who participated in the conference. Left to right: Herbert L.
("olden, vice-president in charge of operations; William J. Heineman, vice-president
in charge of distribution; Robert S. Benjamin, chairman of the board; Krim; Max E.
Youngstein, vice-president; .\rnold M. Picker, vice-president in charge of foreign
distribution.
NEW YORK—Predicting a continuous
growth of United Artists, based on current
and forthcoming product, Arthur Krim, president,
reported Tuesday (15) that company
earnings for 1957 were the greatest in its 39-
year history.
In his first "progress report" to the tradepress
since UA became publicly owned last
spring. Krim said
that UA's worldwide gro.ss
for 1957 amounted to S70.008.242. with net
earnings, after taxes, coming to $3,262,164.
The 1956 gross was $64,167,164; the net was
$3,106,497.
1958 ST.ARTS OFF mCH
Krim furtlier predicted that UA grosses
for 1958 would be substantially higher because
of the lineup of "boxoffice blockbusters"
set for release tiii-ough the end of the year.
Pointing out that this was the seventh
straight year of growth, Krim said he believed
there was "no end in sight" for the
company's continued progre.ss and financial
improvement. He keyed this optimism to what
he called the "most impressive roster of
forthcoming product even planned for UA
distribution."
As to the first quarter of 1958. Krim said
that gross revenues were running ahead of
the $14,389,000 grossed in the comparable 1957
period.
Predicating his expectations for still bigger
earnings on the impact of public financing,
which began with the offering of UA stock
early last year, Krim said that the bulk of
public monies obtained were now being reflected
in the concentration of top product
awaiting release. In a recent ten-day period,
he said, the company executives previewed
six pictures which he estimated would have
a worldwide gross of $50,000,000 or more.
These pictures were "God's Little Acre,"
"Kings Go Forth," "Paris Holiday." "Run
Silent, Run Deep," "The Big Country" and
"The Vikings." In addition, they saw "Une
Parisienne," the latest film starring Brigitte
Bardot and costarring Charles Boyer, which
UA will release in association with Lopert
Films. Krim predicted "tremendous" earnings
on this picture, claiming it to be the best
of the French actress' productions which
have been among the most important tx)xoffice
attractions of the year in the United
States and abroad.
In the next few weeks. Ki-im said, he and
his partners expected to look at a group of
pictures now in the final editing stages.
Among these were "I Want to Live" (formerly
"The Barbara Graham Story" i, starring
Susan Hayward; "Man of tlie West,"
with Gary Cooper, Julie London. Lee J. Cobb
and Arthur O'Connell, produced by the
Mirisch Co.; "Separate Tables," with Burt
Lancaster, Rita Hayworth, Deborah Kerr.
David Niven and Wendy Hiller, produced by
Hecht-Hlll-Lancaster; Stanley Kramer's "The
Defiant Ones," with Tony Curtis and Sidney
Poitier; "The Gun Rimners." a Seven Arts
production staiTing Audie Murphy, Eddie
Albert and Everett Sloane; "The Horse's
Mouth." with Alec Guinne.ss and Kay Walsh,
and "The Phoenix," with Jeff Chandler and
Jack Palance.
In 1959. Krim said, the company's total
reelase of top features will be expanded to
two a month, for an annual number of 24.
They will be distributed evenly at the rate
of six features in each quarter during the
calendar year. With supplementary films, the
full program for next year will consist of
between 36 and 48 productions.
CREDITS INDEPENDENTS
Krim summed up his report by attributing
much of the vigor and financial success of
the company to the creative contributions of
its independent producers. "United Artists,"
he said, "and its producers have mutually
grown and prospered. We look forward to
continuing these associations and anticipate
that they will be even more productive in
the future than they have been in the past."
At a meeting of the board later in the
day. the directors declared a regular quarterly
dividend of 35 cents per common share,
payable June 27 to stockholders of record
June 13. The per share earnings in the 1957
calendar year amounted to $3.05. The comparative
earnings per share for 1956, adjusted
to the number of shares outstanding
at the close of 1957, were $2.90.
'Win-a-Million' Contest
Details Are Revealed
NETW YORK— Details of a proposed "win-amillion"
plan, designed to boost theatre attendance,
were outlined to industry representatives
here Wednesday (16i by Seymour
Burn, president oi Scarsdalc Motion Picture
Cor]', which was formed to sponsor the plan
and to produce contest reels to go with it.
Repre.sentatives of major circuits, exhibitor
organizations and the press attended the
session at the Hotel Astor.
Burn .said that $3,000,000 in cash prizes
would be awarded, with a grand prize of
$1,000,000 which could be paid in a lump sum
or at the rate of $25,000 a year for 40 years
to the winner and his estate. The contest,
he said, would be open to the public and
that the .sole qualification was that contestants,
during each of eight contest weeks,
must patronize a participating theatre to see
its regular program and the .short subjects
around which the contest is built.
The corporation, he said, would produce
eight shorts and distribute them to each exhibitor-participant
for exhibition during
eight contest weeks as added attractions.
These short subjects will be based on special,
original material, will feature new performers
and will in themselves, he said, provide good
entertainment.
The contestants will be asked to describe
the es-sential quality of each performer by
"an apt tagline" or phrase or name to explain
their choices, in 25 words, on entry
blanks provided by the producer and made
appropriately available to each exhibitorparticipant.
Prizes al.so will be awarded, with
maximum publicity, to the best performers.
The major item in the budget is the prize
monies in the amount of $3,000,000. Burn said
$1,000,000 also would be allocated for national
advertising, publicity and local promotion.
The funds called for by the budget will be
realized from the proceeds of distribution of
the contest short subjects. Each circuit or
exhibitor will pay a flat rental per theatre
for the films shown in each theatre. The
flat rental will be all-inclusive, he said. It
will entitle the exhibitor to the print and to
all the necessary publicity material, contest
entry blanks, etc. Burn said the amount of the
flat rental payment would be established by
the exhibitors themselves in bids which they
will make. In making their bids, the exhibitors
will take into account the realities of
the plan; namely, that the budget costs must
be met from film rentals. In the event that
the total of the bids received are in excess
of the budget figure ultimately established,
an appropriate adjustment will be made to
the bidders.
Burn said that all publicity material, contest
blanks, etc., would be supplied by the producer.
The Reuben H. Donnelly Corp. will
process the entry papers. The flat rental
paid by the participating exhibitors wUl entitle
them to the Donnelly services to process
2,000 entry blanks per week per theatre. If
more than 2.000 blanks are entered, the theatre
will be billed an additional 4'i:C per entry
blank in excess of 2,000. In addition to the
film rental, the exhibitor will pay to the producer
one cent for each entry blank received
by Donnelly.
The tai-get for the first playdate of the
contest short subjects is July 7. All bids must
be received by the producer by May 15, he
said.
14 BOXOFFICE April 21, 1958

TAKES
NATIOW
STORM
Top
^
SITUATIONS
across the
NATION
equals true
SATURATION!
Teeing off
with
Smash, All-Out
Saturation
Campaigns
by My Tjir
fallowing the
pattern he set
with"The
Conperor."
ANTHONY QUINN SOPHIA [0REN
as ATTILA THE HUN--History knows him as "the scourge
ol God"I...She knew "the Hun" as only a woman can)
as HONORIA-- while alt Rome trembled at the Huns
approach, she trembled with desire for their emperorl
A CAST OF THUlibKRING THOUSANDS IN TKCHNICOLOR
HENRY VIDAL- IRENE PAPAS • EDWARD CIANELLI • PRODUCED BY PONTIDE LAURENIIIS • DIRECTED BY PIETRO FRANCISCI • A LUX FILM
NEW ENGLAND
IN
WARNER • PARAMOUNT
DAYTZ& ARTHUR HOWARD
CIRCUITS -AMERICAN THEATRES
LOCKWOOD GORDON THEATRES
INTERSTATE CIRCUIT
300 THEATRES
APRIL 23
IN LOS ANGELES
50 THEATRES MAY 14
IN PHILADELPHIA
STANLEY & 50 THEATRES during MAY
IN WASHINGTON, D. C.
R.K.O. THEATRES
MET and AMBASSADOR THEATRES
MAY 14
IN MILWAUKEE
IN NEW YORK CITY
100 THEATRES MAY 17
IN PITTSBURGH
WARNERS -MAY IS
NEW ENGLAND EMBASSY PICTURES
WEST COAST FAVORITE FILMS -(RED JACOBS)
NEW YORK ALBANY
• BUFFALO -(GEORGE WALDMAN)
PHILADELPHIA fanfare FILMS (GEORGE WALDMAN-JOE SOLOMON)

-T'
NEED TO SUPPORT THE BEHER PICTURES
INSTEAD OF JUST CONDEMNING THE BAD
The Constructive Way Is
to 'Beat the Drum' for the
Films You Approve, Motion Picture Councils Are Told
CLEVELAND—"Advocates of motion picture
censorship should heed the principles behind
advertising psychology," Mrs. Velma
West Sykes told delegates to the national
convention of the Federation of Motion Picture
Councils Wednesday night (16t at the
Carter Hotel. "No advertising expert would
think of to'ing to put over his own product
by citing the demerits of a competitor. Ye I
much of the energy of many film committees
and organizations has been devoted to highly
publicized condemnation of films of which
tliey disapprove— thereby advertising them.
They would accomplish their purpose so
much better by sponsoring the films they
consider worth while. That is the constructive
way to function—^beat the drum for the
approved films."
HEADS NATIONAL SCREEN COUNCIL
Mrs. Sykes, staff member of BOXOFFICE
Magazine, is chairman of the National Screen
Council, which is sponsored by BOXOFFICE,
whose members select the most out-standing
release each nionth that is suitable entertainment
for the whole family. It then receives
the BOXOFFICE Blue Ribbon Award
for that month.
The speaker went on to say that publishers
used to work to get their books banned in
Boston. They knew this would increase sales,
human nature being what it is. Likewise, active
condemnation of a picture causes certain
elements of the public to stand in line to see
what they have been told they ought not to
see! Admittedly, there are pictures being
made that are in bad taste, just as salacious
books are being published, suggestive TV dialog
comes into the family living-room, some
magazines border on the pornographic and
numerous stage plays are sprinkled with profanity
and obscenity. Ours is a complex
civilization but. in free countries, the individual
is given freedom of choice. Public acceptance
has been found to be a safer guide
than censorship, which in the last analysis
smacks of dictatorship.
CAN'T IMPOSE ON OTHERS
"The custom by organizations of classifying
pictures is perfectly legitimate," Mrs.
Sykes commented. "It serves as a guide to
members and is a proper service. To seek to
impose its classifications on others, however,
is unethical. Also, it only succeeds in arousing
the public's cui-iosity. Rather, if an exhibitor
has booked a picture considered questionable,
a conference can usually be arranged
with him with an offer to
sponsor a picture
considered more suitable, which can result
in mutual benefit.
Censorship often falls into the hands of
political hacks and is subject to local and
regional prejudices, whereas the industry s
self-regulation has made the motion pictm-e
one of the cleanest arts there is, Mi-s. Sykes
commented. Exhibitors, particularly small
towTi and neighborhood theatre owTiers. w-ant
to please their patrons and hold up their
heads in their communities. There are not
Velma West Sykes
Vclma West Sykes
is a staff member of
BOXOFFICE, which
sponsors the N a -
tional Screen Council
of which she is
chairman. In her
talks to various
tvomen's groups she
constantly urges
positive attitudes
toiiMrds motion pictures.
many "fast-buck" boys among them, because
they have investments to protect. In talking
with numerous exhibitors, she has always
found that they feel a definite responsibility
for what goes on their screens.
"Producers have no harsher critics than exhibitors
who do not want to play pictures
which make it embarrassing to stand in the
lobby after a show," Mrs. Sykes said, "My
own personal feeling for the family picture,
and that of my publisher, Ben Shlyen, who
has been sponsoring the Blue Ribbon Award
for more than 25 years, is echoed by the majority
of exhibitors. The rise of juvenile delinquency
has brought a new understanding
of what family life means to a child as well
as to the grownup. The time has gone when
certain psychologists took the line of reasoning
that family life was good for nothing but
traumas and frustrations.
She went on to suggest that the generations
have been growing apart and that having
many activities together is more normal
and wholesome than to fly off in all directions.
Since entertainment is important
to every family and motion pictures owed
their early success to family audiences, we
should always encourage the production of
family films. As a medium of enjoyment
priced within the family budget, with modern
cry-rooms in indoor houses and drive-in
accommodations which obviate the necessity
of baby-sitters, it is the ideal family recreation
outside the home.
"We cannot stress too much that parents
should take their children to the movies, not
send them," Mrs. Sykes repeated. "Shared
entertainment can be rewarding in
the parent-child
relationship. At special children's
matinees, sponsored by the PTA or some
other organization, certainly enough parents
should help with the supervision to relieve
the poor exhibitor who has been functioning
Much depends on the individual family,
too often as an undei-paid baby-sitter.
"The question can never be arbitrarily
answered as to what is the be.st family picture.
on the age groups involved and on the educational
and cultural backgrounds of its
members. We maintain that any picture
whose subject matter is neither sordid nor
clinical, and which is made in good taste,
can be called a family picture. This does not
mean every family will enjoy the .same type.
For that reason, we need variety in the family
type film. It is also true that the same
family may not want a sameness in its motion
picture diet."
Challenging the old bromide that motion
pictures must be geared to the 12-year-old
mind, Mrs. Sykes contended that mature
subjects can be treated in such a way as to
interest adults without giving a false impression
of life to the younger members of
the family. There will be times when pictures
the parents want to see may be over the
heads of the children. Far from being undesirable,
this is in line with their mental development.
The child's reach, like Browning's
man's, should always exceed his grasp.
EXPLAINS DUBUQUE PLAN
"Show me a child who never goes to see
anything but Snow White,' routine westerns
or .space thrillers and I will show you an undeveloped
child from the entertainment
angle." she asserted. "Such pictures are all
right, but limiting. Take him to something
you can discuss, both before and after, explaining
the parts he does not understand or
might misinterpret. The alarm over comic
books has taken a more practical turn since
parents and educators woke up to the fact
that the sensible way to combat them was to
introduce other interesting reading material
which would develop the child's own sense of
discrimination. In any of the arts, enjoyment
must go hand in hand with learning
good taste."
In this connection, Mrs. Sykes brought out
the advantages of the Dubuque, Iowa, plan
for developing appreciation of the best in
motion picture entertainment among high
school students. Howard Bateson, the educator
who promoted this because he felt young people
were going to see motion pictures anyway
and here was an opportunity to make the
most of the way they .spent their entertainment
time, explained his plan in the BOX-
OFFICE issue of April 27, 1957. He has since
lectured widely explaining it to other school
groups.
Mrs. Sykes also felt that film councils would
be interested in the Photoplay Study Guides,
prepared by William Lewin, which are reprinted
in BOXOFFICE, and recommended
his book, "Standards of Photoplay Appreciation,"
for classroom or group study.
CAN INFLUENCE FILM STANDARDS
"In conclusion, let me enlarge on what I
said in the beginning," she impressed on
them. "Expend your energy promoting the
good pictures—don't make the mistake of
beating the drum for those you consider unworthy.
A picture that is not a boxoffice success
may be a wonderful, artistic triumph,
but its lack of patronage will discourage the
producer from making another very soon.
Frankly, producers have always been a little
ahead of the public in their attempts to raise
the quality of production. It must be discouraging
to have so many boxoffice successes
about Jesse James and Robin Hood,
and a lukewarm reception for many superior
pictures, like 'Good Morning, Miss Dove.'
"You from Brooklyn—you from California
—and you from Indianapolis can help set
the motion picture standards in your communities.
By the same token, you can influence
these standards in the United States.
And since our pictures are popular all over
the world, the impact of your activities can
be an influence on motion pictures on an
international basis."
Il
16 BOXOFFICE April 21, 1958

The 1958
ALLIED-TESMA-TEDA
TRADE SHOW
Hotel Morrison, Chicago— October 12-13-14-IS
Is
the ONLY Trade Show
Sponsored By
THEATRE EQUIPMENT & SUPPLY MANUFACTURERS ASSOCIATION
(TESMA)
in cooperation with
ALLIED STATES ASSOCIATION OF MOTION PICTURE EXHIBITORS
and
THEATRE EQUIPMENT DEALERS ASSOCIATION
(TEDA)
This is the ONLY Trade Show that brings together theatre equipment
manufacturers, suppliers, manufacturers of concessions equipment,
Theatre Equipment Dealers, and theatre owners — the ideal trade show
for the manufacturer to exhibit, arrange for distribution, see his dealers,
his ultimate customers, and to set up sales policies — all in ONE TRIP!
AN INVITATION TO EXHIBIT at the ALLIED-TESMA-TEDA
Trade Show will reach you soon.
Please address all communications about the TRADE SHOW to:
TESMA, 1475 BROADWAY, NEW YORK 36, N.Y. • BRyant 9-2246
BOXOFFICE :: April 21, 1958 17

Film Trade Upbeat Seen jReoececa >
In Value Line Survey
< <
^^ad4ed
NEW YORK— -In 1958. the motion picture
industry may well run counter to the tienerul
economy again, thus once more confounding
the prophets who saw in HoIl>-wood's 1957
slump the beginning of the end for the movie
business."
This is the upbeat theme in the quarterly
analysis of the motion picture industry by
Arnold Bernhard & Co. in its Value Line
Investment Survey. For investors, the analysts
think motion picture stocks are good bets,
and place them among the 20 per cent of
all stocks that offer the greatest capital
growth prospects to the 1961-1963 period.
Good pictures, the intioduction of sounder
operational practices, the diversification of
interests, and the failure of television to
emerge as a major deterrent to moviegoing
are among the reasons for the cheerful outlook.
FILM STOCK PRICES UP
"As if to rebuke the prophets that forecast
an early doom, most movie stocks have advanced
appreciably in price since they were
reviewed three months ago. Perhaps, not
entirely by coincidence, this widespread advance
in price of movie equities has taken
place in a period when theatre attendance
has rebounded sharply."
Boxoffice receipts on such pictures as "The
Bridge on the River Kwai," "Sayonara,"
"Peyton Place," "Raintree County" and "A
Farewell to Arms" already indicate, says the
investment house, that there will be more
pictures grossing $5,000,000 or above (domestically)
in 1958 than in any previous year
in the history of Hollywood.
"It once again proves that, whUe television
was in large part responsible for halving of
theatre attendance from 1946 to 1953. it no
longer represents an insurmountable barrier
to the growth of the movie industry. Although
no return to the boom times of the
early Forties is in prospect, Hollywood has
demonstrated that as long as it can offer
attractive products and exhibit them in comfortable
surroundings, it can indeed lure
Americans from their living rooms to their
neighborhood theatres. Motion pictur-e theatres
offer many technical advantages that
television simply cannot duplicate for some
time, if ever," the survey declared.
WARNS OF RISKS INVOLVED
Bernhard & Co. nevertheless warns that
some risks are involved in motion picture
stocks—that the industry must still be regarded
"as highly volatile and unpredictable"
and that picture-making is still a "hit and
miss proposition," and theatre attendance is
highly sensitive to many factors.
The most dangerous risk, however, the
analysts declare, is that "the industry may
be held in its rut by elements within its own
group." The serious threat, they contend, is
the chronic battle between exhibitors and
distributors. Criticism is made of the independent
exhibitors, who "lacking willingness
or ability to diversify their activities,
have strongly resisted the efforts of the
producers to develop new markets for their
output."
Samuel Briskin Gets
^
Columbia Studio Post
HOLLYWCXDD—Samuel J. Briskin, who got
his start in the motion picture industry with
Columbia Pictures, has
returned to that company
as head of its
studio operations. The
selection was announced
this week by
a special committee
^^H of the Columbia board
of directors appointed
to pick a top executive
to assume control of
coast activities, following
the death of Harry
Samuel J. Briskin
^o*^"
Briskin, who was
given a three-year contract, will begin his
new duties Monday (21 1, and when the board
takes official action on the appointment he
will carry the title of vice-president in charge
of coast activities.
The new studio chief was with Columbia
when it was known as CBC Film Sales Corp.
in the early 1920s. In addition, he performed
in a studio executive capacity for the company
for one eight-year period in the late
1920s and early 1930s and again from 1938
until he joined the armed forces in World
War II. After the war, he joined with Frank
Capra. George Stevens and William Wyler
in formation of Liberty Films.
U.S. and Russians Start
Bargaining on Rentals
NEW YORK — Negotiations between the
U. S. and the Soviet Union over the exchange
of motion pictures under the cultural agreement
sponsored by
Washington are narrowing
down to a matter of dollars and cents.
U. S. producers and distributors are asking
a minimum of $35,000 a pictm-e selected by
the Russians, and the Russians have set a
minimum price of $20,000 for each of their
pictures.
The Russian delegation spent several day.s
in New York during the week seeing more
pictures and discussing terms. U. S. plans are
to lease pictures for five years on a flat
rental basis. The U. S. industry has given the
Soviet delegation a list of 164 features from
which to make selections and the Soviets
are reported as definitely interested in 12
of them to date. The 12 are "The Bridge on
the River Kwai," "Oklahoma!' "The King
and I," "A Farewell to Arms." "12 Angry
Men," "Marty," "The Bachelor Party," "The
Great Caruso," "Summertime." "Man of a
1.000 Paces," "Helen of Troy" and "The Eddy
Duchin Story."
The Ru.ssians have submitted a list of 24
featui-es. In it are color versions of "Othello"
and "Don Quixote." "And Quiet Flows the
Don," which has been made into two features:
the Bolshoi Ballet performing "Swan Lake."
ANOTHER TIME, ANOTHER PLACE (Para)
—(iood, bad or indifferent, the financial
fate of this Lana Turner starrer undoubtedly
will depend upon whether the drawing
power of the blonde luminary—materially
revived because of her Oscar-nomination
performances in "Peyton Place"—was enhanced
or damaged by the recent headlines-commanding
scandal in which she
was involved. Majority opinion within the
indu.stry seems to hold that, for the time
being, at least, the former will obtain and
that the ticket-buying public will generously
patronize her next screen appearance,
if for no other reason than curiosity.
Miss Turner portrays a U. S. war correspondent
in England, who is betrayed by her
lover. Joseph Kaufman produced, Lewis
Allen directed. Lana Turner, Barry Sullivan,
Glynis Johns, Sean Connery,
MANHUNT IN THE JUNGLE (WB)—This
records on film the exciting details of the
1928 George Dyott expedition into the Amazon
jungles in search of explorer P. H.
Fawcett who had disappeared in 1925 while
seeking a lost ancient city. The expedition
was a famous one in those days, commanding
much newspaper space. Cedric Francis
produced and Tom McGowan directed.
Robin Hughes, Luis Alvarez, James Wilson.
These reviews will appear in full in
a forthcoming issue of Boxoffice.
Continental Distributing
Names Wormser President
NEW YORK—Irving Wormser has been
made president of Continental Distributing,
Inc.. according to Walter
Reade jr., board
chairman. He resigned
Irving
Wormser
as executive vice-president
of Distributors
Corp. of America to
take the post. He was
a Columbia sales executive
for 25 years.
Continental has not
had a president since
August 1957 when
Reade bought out
Frank Kassler. The
company has been operating
under Carl Peppercorn, vice-president
in charge of sales, and Sheldon Gunsberg,
vice-president in charge of advertising.
Reade said Continental will make a distribution
statement after Wormser take
over early in May.
Babb Back at Work
HOLLYWOOD — Showman Kroger
Babb
has returned to his desk at Hallmark Productions,
Inc., after a three-week illness.
Babb suffered a physical collapse during a
recent exhibitor convention at Kansas City
and was hospitalized ten days there suffering
from "utmost physical fatigue" doctors
said.
I
18 BOXOFFICE April 21, 1958

. . . Clark
. . Buddy
. . . Jimmie
and
. . Harmon
'i^oU^MKMd ^e^uwt
Paramount Opens Its Gates
To Independent Producers
In a move which not only follows the
pattern at other major studios but establishes
a precedent. Paramount opened its gates to
independent producers. What is new is the
fact that the studio will include in deals with
the independents its personnel and facilities
—wardrobe, props, makeup, set-construction,
commissary, dressing rooms, hospital and even
publicity. Thus, Paramount becomes the
first major lot not only to rent space and
facilities to independents; it also will rent
out personnel services.
F\irther. the independent outfits need not
have financing nor release deals with Paramount
to now- rent space; they can make
films for rival distributors using Paramount 's
facilities and manpower. The lot has 18
stages, plus stages for scoring and dubbing,
and three outdoor permanent sets.
"The Bat Masterson Story'
To Star Joel McCrea
Joel McCrea was signed to star in "The Bat
Masterson Story" for the Mirisch Co. The
saga of the famed frontier marshal of Dodge
City, the film will be lensed in Cinemascope
and color with Walter Mirisch producing for
United Artists release. Shooting, from an
original screenplay by Daniel Ullman. is
slated to start next month.
The new picture will be the second McCrea
starrer for the independent filmmaking outfit.
He previously appeared in "Fort Massacre,"
set for release in May.
Big-Budget Treatment
Planned for U-I Film
A very welcome ray of sunshine pierced a
sizeable chunk of gloom that has been hovering
over the Hollywoodlands, and which has
been intensified through the prolonged period
of inactivity at Universal-International, when
it was announced that the Valley studio
started its first move toward reactivating
production with the signing of Eileen and
Robert Bassing to script Flobert Wilder's
novel, "Wine of Youth."
Pi'oduction vice-president Edward Muhl announced
the picture would get a big-budget
treatment, comparable to "Written on the
Wind," based on another novel by Wilder.
Eight More Productions
On AIP 1958 Program
Finding increased acceptance of its exploitation
films in today's market, American
International Pictures has upped its own
1958 production schedule by approximately
60 per cent. President James H. Nicholson
this
revealed eight new pictures for AIP filming
year, which expands the company's previously
announced total of 14 productions to
22, as compared to 12 in 1957.
With AIP slated to distribute from four
to six out,side pictures this year, its total
number of 1958 releases will come to between
26 and 30. Last year's release total was 18
films.
Nicholson al.so announced AIP's acquisition
of "Hell Squad" from producer Bert Topper,
By IVAN SPEAR
to be packaged with "Tank Battalion," recently
completed by Dick Bernstein.
William Goetz to Produce
3 Films for Columbia
At least one of the individuals rumored to
.succeed the late Harry Cohn as head of production
at Columbia Pictures was eliminated
with the amiouncement that Willam Goetz
has .signed a three-picture contract to launch
a new schedule of independent films for the
Gower Studio.
Slated for immediate preparation are "They
Came to Cordura," current best-.selling novel
by Glendon Swarthout, "The Mountain Road,"
a novel by Theodore White and next month's
book-of-the-month selection, and "The Franz
Liszt Story," musical biography of the famed
composer-pianist.
Goetz recently completed his last picture
under his previous pact with Columbia, "Best
of Enemies" (formerly titled "Me and the
Colonel"), which is slated for release in August.
Allied Artists Purchases
'Man of Montmartre'
Story buys for the week saw another husband-wife
writing team, Ethel and Stephen
Longstreet, sell their latest book, "Man of
Montmartre." to Allied Artists for future
production. Based on the life of Maurice
Utrillo, it deals with the relationship be-
.
tween the famed artist and his mother, Suzanne
Valadon Adler, 20th-Fox
production head, purchased "Blue Denim."
current Broadway hit, for filming on the
"Black River," an original
Westwood lot . . .
story by Carleton Beals, was acquired by
Gregwal Productions, independent film outfit
headed by Paul Gregory and Raoul Walsh
E. Reynolds' story, "Two for the
Money," was bought by Brian Keith for independent
production under his Michael Productions
banner. Keith plans to direct and
play a lead role in the picture.
Pathe Laboratories Boosts
Producers
Fund for
To make new capital available to producers
in both the theatrical and television mediums,
Pathe Laboratories has increased its revolving
fund of around $2,000,000 for financing
of products in these fields.
After conferences here between Pathe
executives and William C. MacMillan jr.,
president of Chesapeake Industries, parent
company of Pathe, a Pathe spokesman said,
"We will now finance any kind of a deal
that looks good to us."
Roger Gorman Planning
$1,500,000 Feature
Producer Roger Corman has revealed plans
to move into big budget pictures with the
upcoming production of "A Funeral for Sabella,"
a novel anent waterfront corruption
by Robert Travers which Corman has optioned
from actor Vince Edwards, who had
acquii-ed the film rights as a possible vehicle
for himself.
Corman plans a $1,500,000 budget for the
picture, which he would produce and direct
mostly on location in New York.
At the same time, the producer disclosed
that with the addition to his schedule of
"Hot Rod Queen" and "Don't Call Me Punk,"
both from his own original stories, his company
will produce 14 features for various
release during 1958, exceeding by five the
number produced last year.
Sol Lesser to Continue
Feature, TV Filming
De.spite his recent .sellout, Sol Lcs.ser will
continue in active feature and television production.
The producer has disclo.sed plans
to produce a "major .spectacle" theatrical
picture outside the Sol Le.sser Productions
organization, to be based on Gene Fowler's
story, "Illusion in Java." In fact, said Le.sser.
the sale of his company for $3,500,000 to
interests headed by Sy Weintraub was to
obtain funds for "expansion."
As chairman of the board and production
superviser of the company which bears his
name, Les,ser will continue to personally
supervise the "Tarzan" feature pictures, the
"Tarzan" television series and a new video
series based on Wilder's "Our Town."
Five Writers Contracted
For Various Screenplays
Five writers were signed to script various
stories for motion picture productions in a
deal totaling $305,000 closed by agent Irving
Lazar. Topping the list is a $100,000 deal for
Irwin Shaw^ to screenplay "The Lost Steps."
from Elejo Carpentier's book, for Tyrone
Power's Copa Productions. Another deal
called for Harry Kumitz to pen an original
screenplay of "Paris by Night" for producer
Raoul Levy to star Brigitte Bardot for Columbia
release. Walter Bernstein was inked
to script "Stopover at El Paso" for producers
Carlo Ponti and Marcello Girosi to .star Sophia
Loren at Paramount. Daniel Fuchs will
screenplay an untitled yarn for London producer
Major Daniel Angel, with 20th-Fox set
to release the completed film. And. finally.
Peter Viertel will screenplay "The Journey."
Anatole Litvak's Yul Brynner-Deborah Kerr
starrer.
Ronald Cobb to Design
Monster for Corman
Assignment agendum : Ronald Cobb, sciencefiction
artist for magazines and books, has
been signed by Gene Corman to design and
execute a two-phased monster for the forthcoming
"Monster From Galaxy 27" . . . Connie
Stevens, 19-yeai--old actress and singer,
is the first artist to be inked by Warner Bros.
Records, Inc. . . . Paul Groesse was set as art
director on MGM's "The End of the World"
Rodgers has been term -acted by
Metro in a deal calling for one film annually,
on a non-exclusive basis, for seven years.
William Ziegler Assigned
To Edit 'Auntie Mame'
Here and there in the HoUywoodlands:
William Ziegler has been assigned as film
. .
.
editor on Warner Bros.' "Auntie Mame" .
Robert H. Harris will portray the make-up
man hero of "How to Make a Monster," for
American International Jones
was set by producer Lindsley Parsons as
director on "The Far Wanderer." Sterling
Hayden starrer for Allied Artists release . . .
"Magoo's Moose Hunt " "Ham and
Hattie." UPA Pictures cartoons, have been
accepted by U. S. officials for the Brussels
World's Fair.
BOXOFFICE April 21, 1958 19

COVffi
STORy
THEYRE MOVIEGOING REGULARS
The Alwoods of Detroit, a 'Typical' Family, Tell
What They Like About Movies, and What Theatre-
Men Can Do to Keep Their Patrons Coming Back i^^^Ji
By H. F. REVES
DETFIOIT—At the Norwest Theatre, one
of the better neiRhborhood houses. Mrs. Dale
Young Killen. the manager, likes to be on
hand to greet a smiling quartet of "regular.s."
the Richard G. Alwoods. To her, they represent
"a t>'pical. American moviegoing family,"
a father, mother, daughter and son who like
television, enjoy bowling, football and basketball
and a good variety of other leisure-time
recreation, yet still rate movies as their No. 1
entertainment.
With all the competing attractions, they
go to movies about three times in a four-week
period as a family group. Last year, they
spent about $140 at the Norwest and several
other neighborhood theatres, and this year
will budget about the same amount.
What brings them to the theatre? Why do
they keep coming, in face of all the free TV,
the many sports events in town? What do
they like about the way movies are being
exhibited these days, and what do they think
theatremen can do to improve their operations,
satisfy more customers, and bring back
many former patrons who no longer show
up at the movie boxoffice?
OFFER ANSWERS, SUGGESTIONS
As a "typical" moviegoing family, the Alwoods
have some answers and some suggestions
for the exhibitor who is searching for
a way to bring back the family group which
once went to the theatre, week-in-and-weekout.
The family consists of the father, Richard
G. Alwood. 43, who does cost analysis for
Burroughs Corp. in their Plymouth plant:
the mother, Marj' Louise Alwood—who doesn't
mind saying she is 41: Richard jr., 15: Lynn,
13, and then- dog. Mickey, an important member
of the family. They live in a very "typical"
brick home, which they o\vn, in a representative
middle-clas.s section of the city, with
large lawns and shade trees. The father has
a do-it-yourself shop in the basement, and a
small studio for painting. The mother collects
antiques. There's a grand piano in the
living room which indicates an interest in
music. With their childi-en, they like to bowl
together, roller skate and ice skate, toboggan,
and watch sports like hockey, basketball and
football.
But. with all these competing distractions,
they go to the movies regularly.
They just don't go to see any old picture.
They don't even decide that their form of
entertainment for the evening .should be a
trip to the neighborhood movie. They consider
competing attractions, and then decide.
The choice most frequently is the movies.
"We try to pick shows that we will all
enjoy." Frequently when that happy state does
not exist, they split, with the two "girls"
going to see an Elvis Presley picture (they
haven't missed one yeti, and the "boys"
taking in a war or adventure fUm. Young
Richard also goes about once a week with
his own teenage friends, while Lynn—who,
incidentally was named after actress Lynn
Bari—has to depend on matinees because, at
13, the family doesn't like to have her out
at night.
Televi.sion doesn't keep them from the
movies, but they have a healthy appetite for
the home entertainment. Mrs. Alwood, up
at 6 a.m. weekdays, watches Dave Garroway
before the kids come down for breakfast,
and has a lot of other "regulars" to watch
during the day. Together, and .separately,
the family watches television 50 to 60 hours
a week.
Says Mrs. Alwood: "I don't think television
should run you. With my husband's work,
dealing with figures and costs, movies give
him a change of thought. We get into a
make-believe world, we can't have at home.
And, what we like, of cour.se, is we aren't
disturbed by commercials, by running out
to the icebox, letting the dog out, letting
him in, or an.swering the door bell."
And Father agrees: "My theory is that it
doesn't matter how much entertainment you
have at home—TV or anything else—I think
American people like to dress up and go out.
To us, it is a treat to go somewhere—to dinner
or anywhere else. I would be sorry if we
didn't have a movie to go to.
"I think that pay television won't make
any difference. People will still want to go
out. And one of the things I enjoy about
the movies especially is Cinemascope and
the color. I can't get those on my television
set. We also like the informality of the theatre.
That appeals to a family group. We
just put on our hats and go. No tickets to
buy in advance or reservation to make."
They prefer the neighborhood theatres to
the downtown houses because, as Mrs. Alwood
says, "You get to know the people who
work there. You pass the time of day, and
become old friends. At a neighborhood theatre,
I never hesitate to let the children go
with other young people. I know where they
are going, and when they will get out. You
know the manager, and know the place will
be properly supervised."
The Alwoods go to a downtown movie about
What the Typical' Family
Recommends on Admissions
• Teenage prices, because the stepup
from children's to adult prices at 12 is too
great.
• Special rates for the elderly, to whom
price Ls often a major factor in not going to
a movie.
• Bargain nights to fill those midweek
dates, on a regularly scheduled basis.
• Discount books, offering lower rates for
multiple-ticket purchases.
The Alwoods—Father and Mother, Richard
and Lynn—check the movie timetable in one
of the dailies to decide which movie to see.
They're a get-up-and-go family, ready on a
moment's notice to get the dinner dishes out
of the way and move on to the movies.
three times a year, and lately it has only
been for the big productions like "Around
the World in 80 Days" and Cinerama.
As a movie-going family troupe, they have
some decided opinions on such matters as
prices, on providing movie bargains, and special
.scales for teenagers and older people.
The $140 a year which the Alwoods spent
on movies last year will be duplicated in
1958, an amount which Father is quick to
point out does not include the dimes, nickels
and quarters spent at the concessions counter.
"Our budget will be the same, if prices
and conditioras remain unchanged. You need
recreation. Lots of times we go to the show
when, from a strict economic standpoint,
perhaps we shouldn't. You don't live just to
go to work evei-y day."
His wife concurs, "Going to the show is
a luxury—.but you have to have some luxuries."
GO A LITTLE LESS OFTEN
Thinking back, they feel they went to the
movies a little oftener when the youngsters
were under 12 and the admission for them
was 25 cents, compared to the 70-cent adult
price. The stepup coming at one time seems
to have subtly affected their showgoing frequency
somewhat.
"You either have to be a little kid or a
big adult," Lynn commented.
Her mother would like to see a special
teenage price, not only for reasons of economy,
but because, far more significantly, she
feels that establishing such a category would
give teenagers a valued sense of special
prestige in the recognition it would give
them. Those at the lower end resent being
grouped with younger children, as Lynn indicated,
but don't feel they should pay the
adult rate. Alwood pointed out that many
youngsters are on modest allowances, and
that, with the added cost of refreshments, an
evening at a show for two will take the
better part of five dollars.
Turning to the other end of the scale,
Mi's. Alwood would like to see a special reduced
price for retired people. She notes
that her husband's parents, for instance,
have rarely gone to a show since he retired,
and that many older people ride the local
busses on Tuesdays when the fare is a
special ten cents—in place of the usual 20.
Alwood makes a friendly suggestion stressing
foremost that theatres do need some
attraction other than prices to bring people
in. "I work with quite a few married men
with families. Most of them don't go to
the show as often as we do, and price is one
obstacle.
20 BOXOFFICE April 21, 1958

—
"In comparison with other things, theatre
prices haven't gone up too much. But let's
face it—^theatres have terrific competition
today, from records, radio, television, and
many other sources.
"I think it would be wise if theatres would
go out after more customers, instead of just
letting tbusiness) die."
SPECIAL WEEKEND PRICES
He proposed specifically weekend price differentials—^more
on Saturdays and Sundays,
less earlier in the week. He said that relatively
empty houses on Mondays and Tuesdays
suggest that people could be attracted
by these special early week rates.
The Alwoods recall theatre gifts books at
Christmas time as being especially welcome,
and suggest this as an effective way to
build up consistent theatre patronage.
"It's better to have people in the seats at
a lower price than to have them empty,"
Alwood says, in suggesting the idea of season
tickets at a reduced rate. His suggested scale
might be six tickets for the price of five, for
instance. This type of season sale is successful
in sports events, even when no price
reduction whatever is involved, he notes.
Richard jr. pointed out that it works for
concerts. All four are aware of the importance
of showmanship and promotion.
"One thing theatres are up against—people
can get along without going to the show
if they have to—so theatremen must do
something to make it attractive," says Mr.
Alwood.
The Alwoods have been able to come up
with a pleasantly surprising number of ideas
for improving showmanship and operation
of theatres—things that will help to make
showgoing as a group more popular with
other average families like themselves.
1. "One picture and maybe a newsreel" is
the policy suggested by Mrs. Alwood. Double
bills make the show too late for the family
if they want to go on a school night, so
midweek attendance suffers directly as a
result.
LIKE SINGLE-BILL POLICY
"From the standpoint of the theatres themselves,
we think they could fill them up
oftener with single bills. I actually think
the double bills often keep people away
because they are in there too long.
"They could probably make fewer pictures
and still have just as many good ones—and
as much coming in at the boxoffice."
He says that where he works at Plymouth,
about 20 miles from Detroit, the policy in
both houses is single bill—and that people
drive out from the city to attend just for
that reason.
2. Children's matinees during the summer
vacation are very welcome. These have usually
been on Tuesdays or Wednesdays, and designed
for youngsters up to about ten years
of age. "It takes a load off the mothers for
one day a week," says Mrs. Alwood.
3. Making showgoing a feature of children's
parties, especially the perennial birthday
party, is another way of increasing attendance.
This has been an Alwood policy for
years. Noting that they do not have a recreation
room, Mrs. Alwood outlined her own
plan—to serve hamburgers or the like at the
home for the youngsters, and then to have
the whole party adjourn to the neighborhood
theatre.
Her husband adds, "There is a period when
they are too old for children's parties and
New All-Industry Group
Formed in Mpls. Area
MINNEAPOLIS—A new territory all-industry
organization to include distributors
and members of allied concerns as well as exhibitors
was created here this week.
It came into being Tuesday (15) at a meeting
of the all-territory exhibitor group that
was responsible for the recent theatre owners'
business-building conclave which resulted
in the current highly successful boxoffice
drives in many of the area's towns.
The body's avowed sole purposes will be to
improve business in all the film industry's
branches and its affiliates in this territory,
•whether it be to create business-building
campaigns, such as the one now taking place
or to take the necessary steps to defend the
industry against outside detrimental factors
that are against the common good."
The declaration of purpose states specifically
"that matters pertaining to trade practices
will not be proper for discussion by the
body, unless they are in the common interest
of every single member concerned."
By this declaration it is made clear that
various trade practices, including film selling
and deals as they concern individual exhibi-
too young for grownup parties. So we have
them over for dinner and then go to the
show. I've never seen anyone refuse an invitation
yet."
4. Clean restrooms are a "must" in making
the theatre attractive. "Frankly," says Mrs.
Alwood, "when the children were small, I
used to tell them 'Don't go when you're at
the show.' But the quality of maintenance
has improved," especially in the past couple
of years and she thinks today's operations
measure up well in this respect.
5. The concessions stand should be located
as far from the auditorium as possible. The
noise of sei-vice and the clanging of the cash
register can be objectionable to patrons inside,
says Mrs. Alwood.
6. Patrons should not be allowed to bring
soft drinks into the auditorium, she further
stipulates.
7. An intermLssion break is strongly favored
by the parents. It not only avoids a lot of
unwelcome aisle traffic during the show, but
gives the customers a chance to visit with
their neighbors.
"I like to get up and stretch my legs, or
have a cigaret—but I don't like to miss any
of the picture," says Alwood.
F\irther. with many patrons leaving at the
beginning or end of a pictui-e, the intermission
provides a practical way to assure that
the other patrons don't have the screen obscured
for several moments at these strategic
times.
8. Good sales training for the attendants
tors, will be taboo subjects.
A convention will be held here in August
principally for the purpose of planning a fall
boxoffice drive. A minimum of two such
campaigns a year is planned.
For the Minnesota Amusement Co., an
AB-PT affiliate, president-general manager
Charles Winchell immediately enrolled as a
member. It marks the first time the dominant
circuit has affiliated with a local exhibitor
as.sociation.
It was decided to employ a permanent fulltime
executive secretary and to finance the
body through annual dues based on 10 cents
per seat for theatres, per speaker for driveins,
and flat sums from nonexhibitors.
The some 20 odd members of the original
group, including, among others, Winchell and
circuit owners Eddie Ruben and Harold Field,
were named to the board of directors and
this board appointed an executive committee
to work out organizational details. The committee
will be responsible to the board. It
comprises:
Tom Burke, Gilbert Nathanson, Harry
Greene, Frank Mantzke, Dan Peterson fSouth
Dakota), Bert Kline (North Dakota), Shelly
Grengs (western Wisconsin) and James Rangaard
and Gae Howard, Minnesota.
The development comes on the heels of the
annual convention of Exhibitors Trade A.ssociation,
the former North Central Allied, the
Allied States' unit, scheduled to be held here
May 5.
Neither Ted Mann nor Bennie Berger, ETA
president and former NCA head for most of
its existence, resp>ectively, were present at
Tuesday's meeting.
No move was made at the Tuesday meeting
to affiliate the new business-building body
with Theatre Owners of America which at
least two of the founding group, Eddie Ruben
and Harold Field, approve and in which they
are directors.
at the concessions stand is suggested by
Lynn. She believes that they should be
courteous and helpful and, in her own language,
"especially to youngsters who can't
make up their minds—and not treat you like
you're from Mars."
9. More care in matching the two components
of double bills is urged by all four
members of the family. It is their feeling
that both pictures should be of a like type
of appeal, rather than contrasted as they
(X)mmonly are. For instance, Mrs. Alwood
notes, one film may appeal to a family, but
the other may be too sexy—such as a Presley
picture and a love story. Tlie two pictures
should both appeal to the same audience
group—such as teenagers.
Alwood adds that sometimes they will have
to tell the youngsters, who may be interested
in one of the pictures, that the other
is "a kind of show you wouldn't be interested
in." The younger members are usually satisfied
with their elders' evaluation of pictures
and the result is two lost seat sales.
Tliese are the show-going Alwoods, a typical
family of American movie patrons here
in Detroit. The father is frank to admit he
cannot understand why some people don't
go out to the mowes, and Mother adds, "They
just don't know they're living."
AA Film Retitled Tucson'
NEW YORK—"Tucson" has been selected
by Allied Artists as the final title for "Blue
Chip Gang," produced in Cinemascope and
starring Mark Stevens, Forrest Tucker and
Gale Robbins.
BOXOFFICE April 21, 1958 21

LETTERS (Letter*
Rolls Up Sleeves for Business
I. too, am sick and tired of exhibitors
crying, being defeatists, slt-downers. donothlngers
and Just being armchair owners
and managers!
Of course, we know that business Is down,
that TV is hurting (we have two local stations
and can view six). So what? Do we
sit dosvn or do we move?
I remember way bi\ck in 1923 when I was
an usher in a big "A" house and radio hit
us. Everyone said, "ThLs is it! We're done!"
(I myself used to sneak out of bed and put
the eai-phones on and listen to radio half
the night. I But. thank God. we had showmen
then who went ahead, brought in every kind
of exploitation po.ssible and did everything
to bounce back bigger than ever!
Of course. TV has more to offer than radio
did way back then. So what? Is this an excuse
to sit down and wait for producers to pull
back their .sales of pictures from TV? To sit
and starve? And hope against hope? Let our
theatres go to ix)t—dirty, unpainted. dark,
unfriendly?
No, fellows, let's roll up our sleeves, tell
the people movies are better, to "Get More
Go Out to a Movie." Incidentally.
Out of Life . . .
I started using this .slogan as
.soon
as it came out.
I can prove it pays and pays well!
Three months ago two of our theatres in
the same town were down 50 per cent. Mind
you, that's 50 per cent! They were dirty, lifeless,
just a couple more drive-ins to anyone
that drove by.
Well, we started in. We cleaned, we
scrubbed, we cleaned some more. We painted
the concession, the restrooms, filled holes,
patched speakers (no reserve stock), and
everyone pitched in and helped. Then for
S113 we had a very different-looking di-ivein—only
$113 and lots of elbow grea.se.
We increased our newspaper ads $50 i>er
week, spent $50 more on radio, put in a few
new ideas.
Result: Not a 10 per cent increase, not 20
per cent, nor 25 per cent, but a big whopping
31 per cent increase! This in December and
January when business should be going down
until spring (so they say, I wouldn't know).
So, I say it can be done. Just try it.
We have eight other drive-ins in town and
this is a town of only 170,000!
So, cry if you want to sit, you do-nothingers.
Sit around and let TV and everything
else scare hell out of you.
Not us! 'When the national average is down
28 p)er cent and in some areas a lot more, up
to 30, 40 or 50 per cent, we are most happy
to be down only 19 per cent from peak! And
we are coming up and up and up.
So, I
can only say "Keep Smiling!"
STAN STANTON
General Manager,
Twin Palms and Surf Drive-ins,
Coi-pus Chrlsti, Tex.
must be signed. Names withheld on request)
We may not recognize it as it now Is. Pay
TV will flop—nobody will buy what they can
see for free, and free it will be. To boiTOW
a phrase, "television will be better than ever."
The thin-line picture tube will most likely
be in u.se, with color-depth and .sharpness
equal to or better than the motion picture
now being shown on the screen. 'Why has
this all come about?
We have most of the answers, but .some
will still crop up. The exhibitor, the .small
one in particular, mostly coasted: refused to
put anything into this business except by
force and pressure. Wages, generally, were
.sub-standard, even during the lu.sh days. Result:
sub-standard help. Admission prices
were as high as the time would bear. Result:
steady decline to busine.ss. Pi-ojection room
equipment, in most cases, was below standard
in quality and performance. On this point,
may I say that sound available at a nominal
price to the home is far superior to 90 per
cent than the theatre now has in use. F*ictui-ewise,
light soui'ce is below standard, and
lens quality poor in most cases, due to bargain-seeking
in this type of equipment, instead
of quality performance. One more point
to stress, as far as the exhibitor is concerned,
is that, when business tightened, he invariably
tried to pressure the distributor for
cheaper rentals, the operators' union for
cheaper wages, and made other cutbacks.
Result: he indirectly cheapened the product,
lowered efficiency projectionwise, and cut
service to the patrons with a raise in admissions.
Yep, no one will buy admissions
when they can turn to television for free.
Turning to the distributors and producers,
they have not considered the man who has
kept them going. Not understanding this
phase too much, there isn't much I can say
except that this is a tricky and selfish business
which results in cut-throat operation
and means somebody is always getting hurt.
They have been sitting on the fence, selling
their product to both free television and
exhibitors alike. Their older product has been
superior in quality to some of their recent
issues. There will be no marriage between
television and Hollywood, but only competition
between the two, or one or the other.
Television networks can and will produce
their ovm product as a whole, in time, thanks
to the techniques they have acquired by and
from the industry.
An exhibitor can't sell a picture, if he has
nothing to start with. He yelled for color, one
asset which we are losing and which was
one of his selling points. A moving picture
is not enough; it must be entertaining to a
very high degree, appealing to the most people
and be technically a.s perfect as possible.
The picture must have assets to be sold.
When this is done, the exhibitor must have
the atmosphere and equipment to present
with. Hollywood improvements would be lost,
if these improvements are not carried all the
way to the patron. If anyone burns over a
letter like this, he is the man I am talking
about.
CALENDARsiEVENTS
APRIL

Park af Meadville, Pa.,
Taken Over by Bank
MEADVILLE, PA—The Park Theatre here
closed after 36 years of operation and contractors
have moved in to convert the building
into new quarters for Meadville's First
National Bank.
The 1,500-seat theatre opened in October
1922. George J. Barco, who handled the
transfer from Dr. Harry C. Winslow to the
bank, said the leasing was for a period of
50 years with an option for the bank to buy
the property at the end of 25 years. He said
that the remodeling, charged to Dr. Winslow,
will cost $300,000.
Construction of the Park Theatre building
was started early in 1921 by Meadville Theatres
Corp., which had been organized by the
late Charles E. Schatz. The corporation was
reorganized in 1929 with Dr. Winslow as
president, and the first sound and talking
pictures were exhibited that year.
The Academy, which began showing pictures
as far back as 1914, will be Meadville's
only surviving theatre for the present. It is
owned and operated by Ralph H. Shadley.
Lee M. Conrad, manager of the Park Theatre,
will take an extended vacation. Conrad had
been the Park's manager for 13 years. He
succeeded the late Charles F. Trm-an, who
had been manager of the theatre many years
under Dr. Winslow.
In the Meadville Ti-ibune, Dr. Winslow said
there are at present no definite plans for
construction of a new, smaller theatre at another
location, as widely rumored here.
Navari Brothers Attack
Pittsburgh Clearances
PITTSBURGH—Rudolph and Samuel Navari
seek an injunction and damages in a
federal court action, charging that the distributors
and Stanley Warner Theatres, and
Warner Theatres, conspired to violate a prior
court decree assuring the Navaries' de luxe
Eastwood Theatre in Penn Hills township
booking equality with the Rowland in Wilkinsburg.
In the prior court action, in which the Navai'is
received more than $50,000 in a out-ofcourt
settlement, the film companies were directed
to serve the Eastwood 35 days after
first-run Pittsburgh.
The Navaris contend the so-called Pittsburgh
system, which distributors have followed
since 1931 in setting up clearances in
Allegheny County, is conspirational in itself,
and they ask the court to destroy it.
Reade Charges Drive-In
Discrimination in Suit
NEW YORK—Walter Reade. Inc.. has filed
an antitrust suit for $450,000 damages in Federal
Court against the distributors and major
circuits. It alleges conspiracy in restraint of
trade in nans and clearances affecting the
Lawrence Drive-In Theatre. Lawrence, N. J.,
operated by the plaintiff.
The defendants include Allied Artists, Columbia,
Loew's. Inc., Paramount. 20th Century-Fox,
RKO Radio, RKO Teleradio.
United Artists, Universal - International,
Warner Bros., American Broadcasting-Paramount
Theatres, Loew's Theatres, National
Theatres, RKO Theatres. RKO Keith-Orpheum
and Stanley Warner. Preliminary
and permanent injunctions are asked.
Crouch Ending 50 Years'
Service With SW Houses
NEW YORK— George A. Crouch will end 50
years of continuous service with Stanley
Warner theatres by resigning
as zone manager
of its Washington.
D. C, hou.ses effective
May 3. When
he returns from a vacation,
he will be a
consultant for the
zone.
Supervision of the
Wiishington houses
will be consolidated
with those in the
Philadelphia zone under
Frank J. Damis,
George A. Crouch
vice-president. Ted Schlanger recently resigned
as Philadelphia zone manager and
Damis took over.
Crouch started in the theatre business in
May 1908 at the age of 15, working in the
Air-Drome, established by the Crandall
Amusement Co. on a fenced-in lot in Washington.
Park benches made up its 600 seats
and admission was five cents. Crouch was
rewind man, poster clerk and general utility
man.
When Crandall merged with the Stanley
Co. of America in 1925, Crouch became .successively
the purchasing agent, chief booker
and assistant film buyer, and when Warner
Bros, absorbed the Stanley company three
years later, he became film buyer and assistant
zone manager. He was made zone manager
in 1948 upon the death of John Payette
and remained in that post when Stanley
Warner bought the Warner theatre chain.
S. H. Fabian, president of Stanley Warner,
called Crouch "one of the outstanding showmen
in the country."
E. C. Callow Is Appointed
SW Assistant Zone Head
PHILADELPHIA—Frank Damis, vice-president
of Stanley Warner Theatres in charge
of the newly created Philadelphia and Washington
zones, announced the appointment of
ETverett C. Callow as assistant zone manager.
Callow, for the past four years, has been
national director of advertising and publicity
for Cinerama and executive assistant to L. B.
Isaac, national dii'ector of exhibition.
Callow will assume his post as soon as he
returns from Buenos Aires, where a Cinerama
theatre is being opened. He was director of
advertising and publicity for the Philadelphia
SW zone from 1938 until the war. Pi'ior to
that he was manager and then district manager
in the Philadelphia zone. He joined
Warner Bros. Theatres in 1929. coming from
New York where he was on the staff of the
Morning World.
During World War II Callow handled public
relations for the Marine Coi-ps in the
northeastern division. In 1944 he joined the
first Marine division overseas, retui'ning to
Warner Theatres in 1945.
He was called back to the Marine Corps
in 1950 on a special a.ssignment to handle
Marine Coi-ps publicity, press, radio and television
on the staff of Admiral J. L. Joy in
the Far East. This tour of duty took him to
Korea.
John Hubbard will play the role of a
Northern Cavalry lieutenant in UA's "Escort
West."
Two Bills Affecting
Films Draw Veloes
ALBANY Two bills, propo.scd by the Joint
legislative committee on offensive and obscene
materials, to check-rein what it considered
undesirable advertising of certain motion
pictuies went down the drain Tue.sday,
when Gov. Averell Harriman vetoed both.
They wei-e the only mea.sures directly affecting
motion pictures to be approved at the
recent ses.sion of the legislature.
Harriman's memorandum of disapproval on
the Bauer- Younglove bill (amending the
penal law) was brief: "The objective of this
bill is sound, but its wording will lead to
misunderstandings as to its scope of application.
The New York State Publi-shers Ass'n
has written me: 'Although in .sympathy with
the intent to eliminate capitalizing on a
challenge of decency or morality, this legislation
goes much further and precludes defending
an unwan-anted challenge.' " Tlie
measure read: "Any person, firm or corporation
which, by publicly advertising that the
decency or morality of the same has been
challenged in any court by any board of review
or by any group or agency, shall seek to
sell any book, motion picture film, wire or
tape-recording, etc.. or to induce patronage
for any place of amusement, .shall be guilty
of a misdemeanor."
The bill was partly an outgrowth of advertising
such as has been used to exploit "The
Garden of Eden," nudist colony film, in
New York City. "Eden" was ballyhooed as a
picture once denied a state .seal.
Governor Harriman's veto of the Murphy-
Bauer bill amending the education law, was
longer. It pointed out that the act would
authorize the Education Department to revoke
any permit or license issued by it, 1. if
the advertising matter presents or exhibits
any scene or dialog eliminated from the motion
picture when licensed by the department:
2. if its advertising matter "distorts or misrepresents
the character or content of any
licensed picture." Harriman observed: "There
is no objection to the first change. In fact,
the Department of Education has always
been of the view that the use in advertising
material of scenes or dialog which had been
eliminated from the motion picture when licensed
would constitute a violation of the
existing law. However, the second change
made by the bill is too vague and indefinite
and is impractical of proper application. The
attorney general has pointed out that the
phra,se. 'distorts or misrepresents the character
or content,' of a film might be open to
constitutional attack upon the argument that
the language is indefinite."
House Commerce Group
Alert to Act on Toll TV
WASHINGTON— If the Federal Communications
Commission authorizes a test of toll
TV after the adjournment of Congress this
summer, the House Commerce Committee will
be called back into session, according to
Congressman Harris, Democrat of Arkansas,
chairman. He made the statement in a film
intended for use on TV stations.
The FCC has said it will not act on toll
TV until 30 days after Congress adjourns. It
claims the legal right to authorize tests.
Harris has disagreed. He said his committee
has received about 100.000 letters on toll TV.
almost all of them against it.
BOXOFFICE April 21, 1958 El

'
"
BRO ADW Ay
pAUL CUNiNINCiHAM. piesidont of ASCAP,
produced the sliow for the National Press
Club golden Jubilee dinner in Washington
Saturday. • • * Jack Lynn, formerly an executive
producer with Boni-Phnn- Pi'oductions
In Hollywood and manager of film programs
at WABD ajid WTTG-TV in Washington,
will become director of programming for
NTA's WNTA-TV here May 7. ° • A second
production crew from the MGM studios will
be in town this week, en route to Rome for
the filming of "Ben Hur." • • • John Murphy,
vice-president of Loew's Tlieatres, is vacationing
in Ponte Vedra. Fla. • • • Larry
Morris, vice-president, and general manager
of B. S. Moss Theatres, is en route to
European film pi-oduction centers to take a
look at product for the circuit's art houses.
He will be gone four weeks. • * • Harry Mandel,
executive of RKO Theatres, is on a visit
to RKO houses in San Francisco, Los Angeles
and Denver. * * * Americo Aboaf, Universal's
foreign general manager and vicepresident,
is off on another one of his periodic
jaunts to Europe. * • * Card Walker,
vice-president of Walt Disney Pioductions,
finished up his meetings in New York and
relumed to the coast.
William Latady. director of foreign operations
for National Theatres, hopped to Oslo
to prepare for the European premiere of
Louis de Rochemont's "Windjammer" in
Cinemiracle. The film will open in Oslo Friday
1 25). " • Leon Roth, west coast pub-
'
licity coordinator for United Artists was in
town last week. ' • George Joseph, Columbia
home office executive, is on a four-week
-
trip to Detroit. Milwaukee. St. Louis and Indianapolis.
• » " Roy Disney headed back to
the coast after a .sojourn here with the Buena
Vista boys. • Ross Hunter was in New
York to plug his "This Happy Feeling" for
Universal. • • The Broadway Ass'n has
awarded a Certificate of Merit to Buena Vista's
"Stage Struck," which was produced in
New York. * * * Leland Hayward flew to
Europe on behalf of Warner release of "The
Old Man and the Sea" which he produced.
David Lipton. vice-president of Universal
Pictures, is in town for a ten-day stay. * '
B. G. Kranze. vice-president of Stanley
Warner, hopped off for Europe and a visit
to the Brussels World Fair and the premiere
of the Cinerama theatre there. He also will
set up plans for additional Cinerama houses
in principal cities on the Continent.
Ditto for Irving Drutman, i-cprcsenlative of
Jerome Hill, producer of "Albert Schweitzer."
He will arrange for openings in Pai-is and
London.
• • Arthur Wilde, vice-president
of C. V. Whitney Productions, completed conferences
hei-e on "The Young Land" with
Buena Vista officials and headed back to
Hollywood. * • Richard Quine was in town
and then headed for New England to .scout
locations for "The Wreck of the Old 97."
which he will produce and direct for Columbia
release. Camera work will start on
May 19. • • ' Aithur Freed's "Gigi" will play
ten performances a week at the Royale Theatre
starting May 15. Pi-ice scale will be
SI.25 to $3 top.
Mrs. Ed Rice, wife of Trans-Lux Theatres'
general manager, gave birth to a
daughter last week, their fifth child. The
mother is the daughter of Milton Weisman.
industry attorney. * * ' Je.sse Kaye. vicepresident
In charge of west coast operations
for MGM Records, was in town in connection
with promotion plans for "Gigi."
'' - * Bob
Hope came in from Boston to appear on the
Polly Bergen and Steve Allen TV shows.
* Hecht-Hill-Lancaster's Bernie Kamber
headed back for the coast after New York
confabs on H-H-L's upcoming productions.
» ' °
Mori Krushen, UA exploitation chief,
was supervising New England saturation
bookings on "Paris Holiday." = « * Producer
Fred Kohlmai- and director Daniel Mann
were in New York scouting locations for
"The Last Angry Man," which will be a Columbia
Jerry Bresler, producer
release. ' * '•
of "The Vikings," came in from London
Thursday after supervising the final cutting
and scoring of the picture. * '' * The spectacular
fire at the Museum of Modern Ai't
Tuesday did not injure any of the prints in
the museum's famed film library.
Monroe Mendelsohn of MGM would like to
inform the trade that he is not the same
Monroe Mendelsohn who recently opened a
marketing research organization in New
York. Says MGM's Mendelsohn: "This other
guy with my monicker also hails from Chicago.
We've never met. but he's been haunting
me ever since high .school days. Finally,
to e.scape him I left Chicago and came to
New York five years ago. Now that he's arrived
in New York, there's only one solution:
His middle initial is 'L' and mine is 'P.'" He
A fomiliar scene for drive-in owners! Sal Mineo in "Dino"
wos introduced largely at outdoor theatres, and its dark
filming caused mony headaches. Photo contrasts paint
with Plost X Plate screens and may have had a lot to do
with the success of this film's premiere.
Walt Streeper, "309" manager, at Springhouse, Pa., said
'Dino' did big business with me, but I think the main
reason was that they could see it." Walt headlines his
Plost X Plate screen on his programs, PA announcements.
A good measure of patron reaction to your own screen is
to check on how "Sal" and you made out! How was it?
If your "gate" looked more like the dark half of this
photo, we'd be very happy to give you the facts behind
twice the picture for half the cost with Plost X Plate.
Write today to . . . GEORGE
ENGLISH
PLAST X PLATE
BERWYN, PA.
adds that he hopes there's only one Monroe
P. Meiidel.sohn. " * Producer-director George
Pal .screened his nearly completed "tom
thumb" for MGM executives Wednesday (16>.
Altliough there's still about two months of
work on the picture, the advance screening
was held .so that the promotion program can
be mapped out. * * ' Scholastic Teacher Magazine
will pres-ent its annual award to Transfilm,
Inc.. April 29 at the New York Advertising
Club for its picture "A Moon is Born."
Producer Harold Robbins has approved
the final print of "Never Love a Stranger"
and has shipped it to the Allied Artists studio
on the coast. Robbins filmed the picture entirely
in New York.
Mil
John Gavin, star of the forthcoming "A
Time to Love and a Time to Die" for Universal,
arrived from Montreal for a week of
promotional activities on the picture. Jack
Lord, who is featured in "God's Little Acre,"
for United Artists, also is in New York to
publicize the film and Gary Cooper, star of
"Ten North Fi-ederick" for 20th-Fox, and
Geraldine Fitzgerald, who is featured, are in
New York. Miss Fitzgerald is making arrangements
for her appearance in the
Shakespearean Festival in Stratford, Conn.,
this summer. * ' • Dolores Del Rio was at
the Helen Hayes Theatre Monday (14) to
watch her protege, Susan Kohner, open in
"Love Me Little." On hand to applaud Joan
Bennett's return to the stage were: Marge and
Gower Champion, Dana Wynter, Rosemary
Clooney, Kenne Berry and Annie Laurie Williams.
9
Douglas Fairbanks jr., producer of "Chase a
Crooked Shadow," and Anne Baxter, the star
of the Warner Bros, release, left Tuesday for
San Antonio to start a ten-city personal appearance
tour for the film. ' ' ' Mitzi Gaynor,
who stars in "South Pacific," is in New
York en route to Belgium, where she will attend
the presentation of the film at the
Brussels World Fair in May. ' * Kenneth
Harper, co-producer of "Storm in Jamaica"
for J. Arthur Rank, signed Ellen Barrie, 15-
year-old Brooklyn actress for the film and
the two flew to Jamaica where Virginia Mc-
Kenna and Bill Travers are already making
the picture. ' * Buster Crabbe left for Bermuda
via BOAC Tuesday.
Tom Ewell, who has completed "How to
Rob a Nice Little Bank" for 20th-Fox; Don
McGuire, Paramount producer-director, and
James Jones, author of "From Here to Eternity,"
sailed for Europe on the Liberte April
12. • '- " Juliette Greco, French chanteuse,
left for Africa to begin work on Darryl F.
Zanuck's "The Roots of Heaven," being directed
by John Huston. ' " * Theodore Bikel
is back in New York after completing his
featured role in Stanley Kramer's "The Defiant
One. " * " Pat Henning and Sammy
Renick. ex-jockey, have returned from
Florida, where they filmed "Across the Everglades"
on location for Warner Bros.
Pay-TV Is Topic
NEW YORK—The Telemeter system of
pay-television was discussed Wednesday (16)
at a meeting of the New York Film Board
of Trade. Howard G. Minsky, eastern sales
manager of the International Telemeter
Corp., was the speaker. A Telemeter demonstration
followed at the company's offices.
Lee Patrick, versatile character actress, will
play a featured role in WB's "Auntie Mame."
E-2 BOXOFFICE April 21, 1958

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Cinema Lodge Presidents
Honored at Luncheon
NEW YORK—Lester Waldman, executive
assistant to tlie national director of the Anti-
Defamation League of B'nai B'rith. was
principal speaker at the Cinema lodge President,s
luncheon at the Hotel Astor Thursday
(171. The event honored Robert K. Shapiro,
managing director of the Paramount Theatre,
as the retiring president and welcomed Joseph
B. Rosen of Universal as incoming president.
Harry Brandt was chairman of this
year's Presidents luncheon. Others on the
dais:
Leo Brecher
Max A. Cohen
Russell V. Downing
Emanuel Fnsch
Williom J. German
Morey Goldstein
Irving Greenfield
Williom J. Heineman
Sidney Morkley
Charles B. Moss
John J. O'Connor
Eugene Picker
Somuel Rinzler
Samuel Rosen
Fred J. Schwartz
Leslie R. Schwortz
Sot A. Schwartz
Sol Siegel
Spyros S. Skouros
Solomon Strousberg
Borney Ross
Buddy Hackett
Brandt presented Shapiro with a silver
service for his services to Cinema Lodge for
the past two years as president. Hackett,
star of the forthcoming "God's Little Acre,"
kept the turnout of 300 members and their
guests in an uproar with his humorous remarks.
Buffalo Catholic Theatre
Dedicated by Bishop
BUFFALO — The new Catholic
Theatre,
formerly the AB-PT-operated Niagara at 426
Niagara St., was formally opened Saturday
afternoon (12) by Bishop Joseph A. Burke.
Attending were clergy of the west side parishes,
including Msgr. Joseph Gambino.
pastor of Holy Cross Church which purchased
the theatre several months ago. Following
the blessing, nuns of the Buffalo diocese attended
a showing of "The Song of Bernadette."
The Catholic Theatre, which will open for
the public within a short time, will show
family type films and those with a religious
or Catholic theme. The theatre will be operated
by the Society of St. Paul, directed
by Father Francis X. Borrano. At the outset,
there will be Sunday performances only.
Walter Reade Takes Over
Two N.J. Drive-Ins
NEW YORK—The Shore and the Fly-In
Drive-In Theatres, located at Farmingdale
and Belmar, N. J., respectively, have been
sold to Walter Reade Theatres, according to
Sheldon Smerling, executive vice-president of
Eastern Outdoor Theatres, New Jersey chain
of outdoor theatres, which fomierly operated
the properties.
Eastern Outdoor Theatres has secured an
interest in the Elmsford Outdoor Tlieatre,
Elmsford. N. J., and will operate the theatre
from its East Orange office. Mike Zala will
continue as manager of the Elmsford.
Producers for Life, Times, American Con, Pepsi-
Cola Shorts. Edited Features, "CODE of the Underworld,"
"Operotion Monhunt," Billy Groham's
Crusode "Times Square Story."
Spot News Coverage by our cameraman.
Will Produce any Subject 16mm. 35mm.
Technicians formerly with March of Time.
David J. Cazolet, Inc.
333 W. S2nd St., N. Y., N. Y., Tele. Ploia 7-7847
Broadway Business Big Following
Easter Week; 'Windjammer
NEW YORK-Busincss continued fine during
the post-Easter week along Broadway
with the majority of the theatres playing
the strong holiday product. Tlie new two-aday
Cinemiracle picture. "Windjammer," had
a sturdy opening week at the Roxy, if slightly
below capacity for the 2,450 seats, but advance
sale gained following the rave reviews.
Still very big were "The Young Lions," in
its second week at the renovated Paramount
Theatre; "The Long, Hot Summer," in its
second week at both the Mayfair and
the Fine Arts; "Run Silent, Run Deep,"
in its third week at the Victoria; "Teacher's
Pet." in its fourth week at the Capitol, and
"Witness for the Prosecution." in its tenth
weeks at both the Astor on Broadway and
the Plaza on the east side.
Even better was "Merry Andrew," in its
fourth big week at the Radio City Music
Hall, where it is still coupled with the Easter
stage pageant. "St. Louis Blues" had a strong
opening week at Loew's State.
The only new film of the week W'as "Mitsou,"
which opened at the 55th Street Theatre
Monday, joining several other French
films ui the art spots, including "And God
Created Woman," which passed the $200,000
gross mark in its 25th week at the Paris.
. 1 10
. 140
(Averoge Is 100)
Asfor Witness For the Prosecution (UA), 10th
wk
.130
Baronet To Poris With Love, The Ladykiiiers
(Conf'l), revivals, 4th wk
Capitol Teacher's Pet (Para), 4th wk
Criterion South Pacific (Magna), 4th wk. of twoday
.190
Embassy Manhunt in the Jungle (WB)
.120
Fine Arts The Long, Hot Summer (20th-Fox),
2nd wk
.175
5th Avenue Gervaise (Cont'l), 13th wk 135
55th Street Henry V (Rank), moveover, 10th wk. 1 10
Guild Marcelino (UMPO), revivol, 2nd wk 125
Little Carnegie Chose a Crooked Shadow
(VVB), 3rd wk 110
Loew's Stote St. Louis Blues (Para) 150
Mayfair The Long, Hot Summer (20th-Fox),
2nd wk 160
Normondie Three Faces of Eve (20th-Fox) 125
Odeon Desire Under the Elms (Para), 5th wk. 130
Palace The Bridge on the River Kwai (Col),
] 7th wk. of two-a-dov 1 95
Paramount The Young Lions (20th-Fox), 2nd wk, 175
Pans— And God Created Woman (Kingsley),
25th wk 150
Plaza Witness For the Prosecution (UA), lOth
wk 150
Radio City Music Hall Merry Andrew (MGM),
plus Easter stage show, 4th wk 1 75
Rivoh Around the World in 80 Doys (UA), 78th
wk.
Roxy
of two-G-day
Windjammer (Nat'l), 1st wk of two-o-doy
200
160
Sutton Desire Under the Elms (Para), 5th wk. . .125
et Noir 1 80
Trans-Lux 52nd Rouge (DCA)
72nd Street The Lost Waltz (Mayfair) 110
Victorio Run Silent, Run Deep (UA), 3rd wk. 150
Warner Search For Paradise (SW), 30th wk. of
two-a-day 1 50
World The Bride Is Much Too Beautiful (Ellis-
Lax), 1 2th wk I 20
"Lions' Leads Buffalo
With 175 Per Cent
BUFFALO—The second week of "The
Young Lions" led the boxoffice race last week
when the Center, tacked up a big 175. "The
Bridge on the River Kwai" continued to
attract excellent audiences in its fifth week
in the Century and "Marjorie Morningstar"
was okay for a 150 in its second week in the
Paramount. The Lafayette held "Seven
Dwarfs" for a second week and again attracted
crowds to the tune of 125.
Buffalo Paths of Glory (UA) 120
Center ^Thc Young Lions (20th-Fox), 2nd wk. 175
Century The Bridge on the River Kwai {Col),
5th wk 150
Cinema Seven Brides for Seven Brothers
;MGM), reissue 115
Good
Lafayette Snow White and the Seven Dworfs
(BV), reissue, 2nd wk 125
Paramount Marjorie Morningitar (WB), 2rKj wk. 150
'Lions' and 'Pacific' Win
Top Baltimore Grosses
BALTIMORE—The week's biggest grosses
went to a newcomer, "The Young Lions," and
"South Pacific" in its second week. "Run
Silent, Run Deep " followed substantially in
third place. "The Bridge on the River Kwai"
continued strong in its fourth week.
Century The Young Lions {20th-Fox)
150
Cinema Razzia (Kassler)
150
Film Centre Merry Andrew (MGM), 3rd wk 90
Five West The Bride Is Much Too Beouttful
(El'is), 3rd wk
125
Little Seven Brides for Seven Brothers (MGM),
reissue
100
Hippodrome The Bridge on the River Kwoi (Col),
4th wk
200
Mayfair Witness for the Prosecution (UA),
7th wk
90
New— South Pacific (Magna), 2nd wk
250
Playhouse To Paris With Love (Cont'l); The
Ladykiiiers (Conf'l), 2nd wk
95
Stanley Run Silent, Run Deep (UA)
125
Towne Cinerama Holiday (Cineromo), 2nd wk. 100
'South Pacific' Lauded
NEW YORK—"South Pacific" has been
recommended as "wonderful entertainment"
to the membership of the Federation of Motion
Picture Councils by Mrs. Dean Gray Edwards,
president.
Write
in
202 West Fayette St,
"Jack
wire or phone
Baltimore . . .
Douses
Phone: BRoodway 6-5369
Internationol Seat Division
Union City Body Company, Inc.
Union City, Indiana
BOXOFFICE :
: April 21, 1958 E-3

"
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'
^(UtdtM ^C^i

Good Films Draw Patrons,
RKO Theatres Head Says
NEW YORK—People will attend theatres
to see good pictures and RKO Theatres has
been showing good pictures, Sol A. Schwoi-tz,
president, told stockholders of List Industries,
parent company, at its annual meeting
April 11. He added that there is evidence
that people are still much interested in pictures.
Schwartz declined to prophecy the effect
of toll TV on the theatres. He .said that only
time can tell. He said the circuit spent about
$1,500,000 on advertising in 1957, a slight decrease
from the 1956 figure.
Albert A. List, president of the parent company,
paid Schwartz a tribute. In describing
Schwartz's knowledge of the business.
List said he even knew how many electric
light bulbs there are in the marquees of his
theatres. List added that Schwartz was constantly
on the job.
List (RKO) Stockholders
Re-elect Board Members
NEW YORK— All 11 directors of LL-yt Industries
(RKO Theatres) were re-elected at
a meeting of company stockholders Friday
(11). No action was taken on the reorganization
agi'eement with the Glen Alden Corp.,
whereby List would take over the latter company.
However, this is expected to be acted
upon on April 25, the date to which the
meeting was recessed.
Re-elected to the board were Ralph E.
Case, T. R, Colboni, William J. Durocher,
Dudley G. Layman, Albert A. List, Mrs. Vera
G. List, Royal B. Lord, A. Louis Oresman,
A. H. Parker jr., Edward C. Raftery and Sol
A. Schwartz.
Ampa to Honor Lazarus
For B-B Campaign Work
NEW YORK—Paul N. Lazarus jr., vicepresident
of Columbia, will be feted May 8
at an Associated Motion Pictm-e Advertisers
luncheon at the Hotel Piccadilly for
his contributions to the business-building
campaign. He is chairman of the operating
committee. Bob Montgomery, Ampa president,
has named Hans Barnstyn luncheon
committee chairman. Other members of the
committee are Gordon White, David Baderm,
Lige Brien, Steve Edwards, Ray Gallagher,
Paula Gould, Merlin Lewis, Blanche Livingston,
Vincent Trotta, Marcia Stum and
Pat Padula.
Maurice Bergman, public relations director
of the Motion Picture A.ss'n of America, will
preside. Attending will be officials of the
distribution companies, theatre circuits and
exhibitor organizations.
Romm Gives Up Columbia
Post for Production
NEW YORK— Harry Romm, for five years
an executive in the Columbia home office,
has resigned to return to independent film
production. His fu-st new property, to go into
production July 1, is "Senior Prom." Columbia
may release it.
Romm has produced "Swing Parade" with
Gale Storm and "Ladies of the Chorus," a
Columbia release, with Marilyn Monroe. He
also has produced for television.
BETWEEN THE LINES
One Man's Opinion
\X7E were discussing the HoUywood-AFL
Film Council report on the state of
the industry the other day with a financier
who has some film industi-y connections
and he took issue with some segments of
the report. Hollywood labor, he said,
frowns on the production of American pictures
overseas, but, in his opinion, the unions
have brought this on themselves. The
demands for superfluous personnel on a
set have caused production costs to go up.
During a recent trip to Hollywood, he said
he noted that often there were 16 persons
working on a set when the same efficiency
and progress could have been accomplished
with eight.
As a case in point, the financier said a
friend of his had written a script which he,
the financier, read and thought was very
good. He submitted the story to a certain
studio and the reaction to the yarn was excellent.
The studio toppers liked it and it
was turned over to the proper department
to determine the production costs. When
the figure was revealed, he said, the estimated
negative cost was "staggering."
The money man then contacted a foreign
studio, submitted the script and asked for
an estimate on the basis of the same quality
and production values which were desired
at the Hollywood studio. The difference,
he said, also was "staggering." He would
not disclose what the difference was percentagewise,
but he stated that it was "substantial."
Neither would he say to which
studio and in which country the story had
been submitted.
The man indicated that the unions could
do a great deal toward keeping production
in Hollywood, if the obvious featherbedding
were eliminated, thereby reducing production
costs.
The Council's proposal for a government
subsidy of the film industry also was criticized
by the investment man. not so much
fi-om the standpoint of possible political
interference, but as an imeconomic move.
would mean money going out that would
It
not be reflected in taxes.
Yes, the repwrt has stirred up a hornets'
Whether it will be forgotten and filed
nest.
away under Miscellaneous is doubtful. A
solid industi-y reply, with sufficient impact
to offset at least part of the harm that
may have resulted, would be helpful,
•
One Woman's Opinion
T AST September, the Motion Picture Ass'n
of America enlarged the appeals board
of the Pi'oduction Code Administration.
Twenty members were appointed, representing
all branches of the industry. They
knew what their duties wei-e and, like the
Minute Men. were ready to be mobilized at
a minute's notice.
But from that day to this, there has been
no necessity to call on the services of the
By AL STEEN
committeemen. A review of a picture which
had been denied a Code Seal has not been
required. In fact, we can't recall a picture
in that category in many a month.
Perhaps there Is less objectionable material
in pictures today.
And yet we couldn't help overhearing two
women talking on a bus one day last week.
They were seated in the seat directly t)ehind
us and the conversation went something
like this:
"I'll be glad when this Easter vacation
is over. In the summer, it isn't so bad because
my kids go to camp, but right now
they are driving me crazy,"
"Why don't you send them to the
movies?"
"Too many crime pictures. Why do all
the pictures glorify crime? I just won't
let my kids go any more unless I know what
the picture is about."
Her statement that "all the pictures glorify
crime" is, of course, an exaggeration,
but perhaps the woman had a point. We do
need more of the good old family pictures.
•
Oklahoma Contribution
rpSIDER the heading of "Idle Thoughts of
an Idle Exhibitor" the following bits
of wisdom were sent in by E. M. F^-eiburger,
Dewey Theatre, Dewey, Okla.:
An adult western is one that is over 21
years old.
If there ain't no Hell, where did business
go?
TV is the little black box in which they
buried vaudeville.
TV entertainment has changed from
wrestling to rustling.
Nat Wolf and Berlo Sign
Concession Agreement
NEW YORK—Nat Wolf of
Cleveland, who
operates drive-in theatres, has closed a deal
here with Mannie Smerling and Jack Beresin
of Berlo Confection Cabinet to take over the
concession operations of the San Pedro, Mission,
South Loop, Rigsby and Alamo driveins
of Auto Theatre Entei-prises and the
Statewide circuit in San Antonio.
Wolf opened the first drive-in in Toledo
and Buffalo. He was connected with the theatre
division of Warner Bros, before the antitrust
decree.
Jack Levin Goes Abroad
NEW YORK—Jack H. Levin, president of
Certified Reports and Jack H. Levin Associates,
has left for a two-week au- trip to
Rome, Paris and London to meet with top officials
of Italian, French and British private
detective organizations. Levin, who is to study
the respective methods employed in these
countries in coping with pilferage and leakage
in those industries like the motion picture
theatres tJiat operate on a cash basis, is first
vice-president of the Associated Licensed
Detectives organization.
BOXOFFICE :: April 21, 1958 E-5

I 3
. .
. . Mrs.
. . Times
—
. . Paul
BUFFALO
\r SjH-iuer llals«'r, chict biukcr of Variety
Tent 7. and Mrs. Balscr are heading a
dcleKation of Buffalonians to the annual InternationiU
Variety convention In London for
which point all left Saturday (19). Othei-s
in the party are past Chief Barker Myron
Gross of Buffalo Cooperative Theatres: past
Chief Barker Dewey Michaels of the Palace;
Dorothy Atlas, wife of Marvin Atlas; Mel
Shackman and Mijina Zachem, manager of
the Buffalo office of Waldman Films .
W. E. J. Martin, drama and motion picture
editor of the Courier-Expre.ss, and William
Barney, roto editor of the same sheet, recognized
themselves when they attended a private
prenew of "Teacher's Pet" the other
night in the motion picture operators screening
room, to which Paramount Theatre manager
Ed Miller invited a group of newspaper,
radio and TV personalities. Both Martin and
Barney journeyed to Hollywood last year
with other newspapermen from various parts
of the countHi' to work in the picture. Barney
used a pictorial preview on the picture on a
recent Sunday in the roto section of the
Courier-Express and the featured photo in
the layout showed Martin and Barney posing
with Claik Gable at the studio.
In his column in the Courier-Express. "As
I See It." Jerry Evarts the other morning
thanked Samuel L. Yellen. owner of the Riviera
Theatre in North Tonawanda for "a large
supply of passes to the theatre" for use by
members of the Salvation Army Golden Age
Club of Tonawanda and North Tonawanda
... On Saturday (19) David Litto. Allied
Artists salesman, was wed to Sara Goodman
in New York City. The couple will honeymoon
in Bermuda and will reside in Buffalo.
Bill Brereton, ad-pub chief. Basil circuit, is
planning a lot of promotion gimmicks for
the opening of "Macabre" at the Lafayette.
Basil flagship, April 25. The Lafayette is
enjoying record business with "Snow White
and the Seven Dwarfs." which is in its second
week there and which George H.
Mackenna. general manager, estimates will
surpass Disney's "Old Yeller" as a show
packer. In Rochester at the Palace. Manager
Frank Lindcamp reported record business
with "Snow White," especially on Easter Monday
when the Palace had the kids hanging
from the rafters.
. . .
Joe Miller, once well known along Buffalo's
Filmrow, is now operating the Menands
Drive-In on the Albany-Troy road and recently
was forced to postpKine the opening because
snow piled all over the outdoorer. Years
ago. Joe was prominent in the distribution
end of the industry Elmer F. Lux and
his wife are general chairmen for the annual
President's Ball to be held Saturday (26) in
the Buffalo Athletic Club. Bob Wells, popu-
YOU GET
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NEW YORK
630 Ninth
^CHICAGO
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When You Get
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TRAILERS
jAjom S^od (DepsmdaLls
FILMACK
lar WEBR personality and his wife are memtwrs
of the music committee for the event,
while Gordon E. Smith, advertising manager
of the Buffalo E^'ening News and Mrs. Smith
are members of the publicity committee.
Lux al.so has been named parade chaliTnan
for Armed Forces Week to be celebrated in
Buffalo. May 11-17
Lou Levitch, manager of the Granada,
Schinc community house in north Buffalo, is
all smiles these days as his big attractions
continue to fill up the theatre. When the
Academy Aw-ards came to Red Buttons and
Miyoshi Umeki, Levitch got a real boxoffice
break for "Sayonara" which did .so well that
it was held over for four more days. During
the Easter weekend holidays when "Sayonara"
was showing, the Granada got a lot
of business from Canadians in town for a
three-day vacation. They came to the Granada
boxoffice from as far away as Toronto.
Levitch reports the Granada is starting to
get a "class" trade as a result of his big attractions—many
of his patrons coming from
the suburban towns to the north of Buffalo
Amherst, Snyder. Williamsville, Clarence.
. . .
Herb Nitke has opened his new drive-in,
the V in Binghamton. Nitke also operates
the Front outdoorer in the same southern tier
city . . . Charlie Martina, who operates theatres
in Buffalo and Rochester, has taken
Now
over the Rialto Theatre in Albion
that the snow has gone. The Allegany Drivein
has opened for the sunimer in Allegany,
also the Corning outdoorer in Corning.
ROCHESTER
'The opening of the trout season April 1
found Paramount Manager Francis Ander-
.
son out trying his luck. He reports "the fish
weren't biting" . Ben Belinson of the
Little Theatre is enjoying a month's holiday
in St. Petersburg. Mildred Lighthouse of the
Little returned from Hollywood, Fla., looking
tan and relaxed Union movie
reporter Hamilton B. Allen appeared in some
of the background shots of "Teacher's Pet."
. . .
Patrons of the Wester, a neighborhood
theatre, have enjoyed free parking for many
years due to the farsighted efforts of Manager
Max Fogel. who put up his own money
for the property. The original lot recently
became part of a shopping center, but patrons
of the Webster will continue to enjoy
their former privilege, thanks to Fogel
Beginning April 10. the Lincoln became a
full-fledged showcase for Italian-language
films seven nights a week. Manager Don
Whittington reports the interior has been
completely renovated, and a coffee bar, free
to patrons, is an added feature . . Hollywood
.
films will be shown only on Sunday
afternoons in conjunction with rock and roll
stage shows.
Rochester's newest art theatre, the Fine
Arts will open April 24 under the capable
management of Seymour Nusbaum, former
manager of the Cinema. Formerly the Rexy,
the Fine Ai'ts will have a new screen, a new
projection system and new widely spaced
seats. There will be free parking, and demi
tasse will be served in the coffee lounge.
John Hubbard has been signed for a top
featured role in United Artists' "Escort West,"
a Batjac-Romina production.
ALBANY
patience paid off for Morris and Raphael
Klein, who won the assent of the town
board in Bethlehem for an hour's extension
of closing time at the Jericho Drive-In at
Glenrnont. .south of the Albany city line.
The majority of 100 pcr.sons present at a
public hearing approved the change from 11
to midnight on Sundays, and from 12 to
1 a.m. on weekdays. Ever since they opened
the automobiler in June 1957, the Klein
boy.s—particularly Morris—had worked for a
better break on time . . . Pi-octor's in Schenectady
spent $3,000 to increase the depth of
its stage for the engagement of Sylvia Sidney
in "Auntie Mame" April 21, 22 and for other
legitimate shows expected to be presented
there, Fabian City Manager Phil Rapp reported.
The Mayfair Drive-In, Slingerlands, reopened
Friday (18). It was the last of the
ozoners in the immediate Albany area to
relight. Built by Robert S. Conahan, it premiered
last summer, but he died after an
operation in Albany Ho.spital, and his widow
Lois is caJTying on with Dale Hermance of
National Theatre Supply Co., a.ssisting. Sid
Dwore of the Cameo in Schenectady buys
and books the Mayfair . Wallen
splashed with advertising in Albany and Troy
papers for "The Spell of Ireland," billed as
having the "Only Tricity Area Showing!
Direct Fi-om Dublin" .... Correction: The
three story-and-basement brick building under
consideration for purchase by the Variety
Club as new headquarters is at 326 State St.,
not 316.
A report Monday stated the pi-ojectionlsts
Local 324 was again picketing the Jericho
Drive-In at Glenmont, south of this city. The
union patrolled the automobiler last season
from the time it opened in June until the
closing in the fall . . . Sal Genearro makes
periodic visits to Albany from New York, on
behalf of NTA Films. One of its bills, "Battle
Stripe" and "Armored Attack," was a Sunday-
Monday show at Alan V. Iselin's Auto- Vision
in East Greenbush.
The heavily patronized restaurant in the
Capitol comes under the management of Jules
Perlmutter Monday (21) on a five-year lease
with the State of New York. Perlmutter
Foods, Inc., of which the theatreman is
president, submitted the high bid, 16.01 per
cent of the gross receipts, among 12 offers
tendered. The lowest, 7.5 per cent, was proffered
by Peter Giftos, who had conducted the
restaurant since 1943. Perlmutter Foods now
operates the food concession at the State
Conservation Department's Lake George
Beach in Lake George Village where Perlmutter
owns the Lake Theatre and the Fort
George Drive-In. The subsidiary also conducts
the cafeteria at the State campus office
building development off Upper Washington
Ave. in Albany. The drive-in opened on
the nth.
Ray Smith, Warner manager, now has an
office on the second floor of the Strand
Theatre Building, 110 North Pearl St. The
telephone number is 41197—the same as that
long used by the old Warner exchange on
Filmrow.
Allison Hayes and Michael Pate will essay
leading roles in United Artists' "Hong Kong
Confidential."
E-6 BOXOFFICE April 21, 1958

. . John
. . Walter
. .
. .
. .
WASHINGTON
, . . Ditto Rank's Bob
'Ted Minsky, Stanley Warner, New York, and
family spent a sightseeing weekend in
Washington . Scott, eai'ly-day producer
and onetime Fox Movietone News photographer,
died at his Washington home .
Everett Perlstein, Columbia home office auditor,
was in for a periodic check
Luther Buchanan, wife
. . .
of UA's office
Mrs.
manager,
is convalescing following an ear operation
. 20th-Fox's Ira Sichelman visited the
. .
Baltimore accounts
FoUiard.
Local Warner theatre executives attending
a division meeting in Philadelphia included
Frank LaFalce. Julian Brylawski. Louis Ribnitski,
Charles Grimes and Rodney Collier
. . . Slate of officers nominated and unopposed
for WOMPI of 1958. with elections to
be held the second Tuesday in May include:
president. Mai-y Jane Salvetti. UA; first vicepresident.
Josephine Storty. Storty Theatres;
second vice-president. Ethel Cui'tiss. 20th-
Fox: recording secretary. Catherine Murphy.
MGM; corresponding secretary. Mary Valentine.
WB: treasurer. Catherine Burton. UA;
board of directors, Marie Hancock, AA: Sara
Young, 20th-Fox: Elizabeth Martin, Columbia.
Mrs. Robert Boiling:, Patrick Drive-In in
.
.
. . .
Virginia, was hospitalized with a hand ailment
H, Jenkins and wife. Oak
Drive-In. South Hill, Va., are parents of a
baby gii-1 . . . Columbia's Jack Sussman is
blazing the trails in a new red Ford
Jake Flax, Republic manager, is mourning
the loss of his sister, Mi-s. Joseph Hais
Leonard Lea, Danville. Va., is back on the
job following a siege of the flu . . . MGM's
Elbert Grover and his wife are grandparents
again. Their daughter, who resides in Worcester,
Mass.. had a baby girl.
Melville Baker, 57. Dies;
Screenplay Writer
NICE, PRANCE—Melville Pi-att Baker, 57,
playwright and screenplay writer, died of a
heart attack at his home here April 10.
Baker, whose biggest stage success was the
adaptation of Ferenc Molnar's "The Swan
"
for Gilbert Miller in 1923, wrote "Next Time
We Love," which introduced James Stewart
to the screen in 1935; "Now and Forever,"
starring Gary Cooper and Shirley Temple,
in 1933: "Zoo in Budapest" in 1934; "Tlie
Gilded Lily" in 1935; "Joe and Ethel Turp
Call on the President" in 1940 and "Above
Suspicion," starring Joan Crawford, in 1943.
During World War II, Baker produced training
films.
Bond to Edward Purcell
WASHINGTON — OLmstead Knox, MGM
salesman, presented a $100 savings bond to
Edward Purcell, manager of the Virginia
Theatre, Harrisonburg. Va.. who was a winner
of the recent Stanley Warner Theatres
contest with his campaign for "Silk Stockings."
JcnfuU^
BOONTON, N. J.
Russians Look Favorably
On Co-Production Offer
NEW YORK^ -Tlie visiting Soviet film delegation
has reacted favorably to the proposal
of Kirk Douglas to produce "Michael Strogoff"
in Ru.ssia. The proposal will be presented
to government officials in Moscow for ratification.
Russian interest was expressed at a Monday
1 14
1
meeting here between Edward Lewis and
Stan Margulies of Bryna Productions and
Aleksander A. Slavncv, head of the Soviet
delegation, and Tamara Mamedov, cultural
attache for the Soviet embassy in Wa.shington.
"Michael Strogoff." based on the Jules
Verne novel, would be a co-production, probably
with a Rus,t:ian woman as feminine star.
The Soviet delegation will lake back to Moscow-
a detailed script and story outline. A
decision may be reached by the end of May.
The project would be within the framework
of the cultural exchange agreement signed
by the U. S. and Russia Jan. 27, 1958.
'Goddess' Premiere Nets
$30,000 for Scholarships
BOSTON—The world premiere of Columbia's
"The Goddess." produced by Milton
Perlman and written by Paddy Cheyevsky.
was held at the Beacon Hill Theatre here
Wednesday H6 ) . It was another of the world
premieres being brought to this town oy Ben
Sack, owner of four first-run houses in Boston.
The first showing was for the benefit
of the Furculo Foundation Scholarship Fund,
a pet project of Governor Furculo. Tickets
sold at $50 and about $30,000 was raised.
BALTIMORE
Q
Morton Goldstein, chairman of the Mary-
. . .
.
land board of motion picture censors,
addressed the Junior Woman's Club of Towson
on "The Limitations of Motion Picture
Censorship" The Variety Club held a
farewell party Saturday night at the clubrooms
in honor of barkers about to take off
for Variety's London convention. Vic Rubin
and Eugene Blitz were hosts
Currier, former manager of the
. . Vernon
Aurora, has
recovered after an appendicitis operation.
Joel Lewis, manager of the Five West, is
taking over head duties of the Schwaber
Theatres office while Milton Schwaber.
owner: Howard Wagonheim, vice-president,
and Wilbur Brizendine, general manager,
take off for the Variety convention.
Art Hallock, manager of the Paramount
and the Pulaski Drive-In, put his own German
police dog into business when "Old
Yeller" played both spots. Art's pet predominated
in the lobbies with a sign: "I ain't
Old Yeller—but I am his cousin."
Large Core
Greater Crater Area
means
MAXIMUM LIGHT
PHILADELPHIA
Til the now I'umous case ol And God Created
Woman." Judge Eugene V. Ale.sandroni
of common pleas court No. 5 recently
declared that the district attorney could not
represent himself in the case in Ale.sandroni's
court. The judge told a.ssistant district attorney
Marvin Halbcrt. who was in court ready
to argue, to "Take your seat as a client,"
and deputy city .solicitor Leonard L. Ettlnger
took over.
Mrs. E. V. Zieeler, affectionately known to
the local industry as Mi.ss Mac, has been
honored by United Artists with a "Back Miss
Mac Week" (March 23-29 1. Mrs. Ziegler is
the oldest employe in the branch in point
of service: in fact, she was the first employe
of the local UA exchange. She started to
work in July 1919 as a replacement secretary
for the then manager, Carroll Trowbridge.
She says she was particularly impressed
when she met Rudolph Valentino. In 1934,
she went with other exchange personnel to
a Hollywood convention. She believes that
while television has hit the business hard,
"no home entertainment will ever equal the
motion picture theatre."
Mayor Richardson Dilworth has set June
20 as Old News Boys Day. sponsored annually
by the Inquirer and the Variety Club. Many
of Philadelphia's most leading citizens wiU
once again hawk newspapers on the streets
as they did in their childhood. Harold H.
Marshall. 20th-Fox publicist, who is semng
as coordinator of Old News Boys Day. reports
a gigantic breakfast at the Bellevue Stratford
Hotel will launch the event. A parade will
be one of the highlights. William F. Kelly,
president of the First Banking & Trust Co., is
the honorary chairman of the event.
.
. . . Eddie
John Turner, head film buyer for Shapiro
Bros. Arcadia Theatres, has resigned
Neil Hellman has taken over the
. . .
Roosevelt
Drive-In and the Towne Theatre. Levittowm.
Pa., formerly operated by Melvin Fox
John Erlich resigned from the booking department
of Stanley Warner
Gabriel, head of the Capitol agency, was
confined to his home with a throat infection
but is back on the job.
Paramount Holds Two-Day
Eastern Sales Meeting
NEW YORK Hugh Owen, vice-president
of the Paramount Film Distributing
Corp.. presided at a two-day eastern sales
meeting that ended Wednesday (16). Those
present were Edmond C. DeBeiTy. eastern
division manager: John G. Moore, mideastern
division manager, and W. Gordon
Bradley, southeastern division manager;
Myion Sattler. New York branch manager,
and Phil Isaacs, assistant eastern sales manager.
in Pennsylvania—Blumberg Brothers Inc., Philodelphio—Lombard 3-7240
Notional Theotre Supply, Philodelphio— Locust 7-6156
Superior Theatre Equipment Compony, Philadelphia
Rittenhouse 6-1420
Projector Carbon Company. Torentum—Academy
Evenly Distributed 4-3343
J
BOXOFFICE :: April 21, 1958
E-7

. . Sympathy
. . One
.
David
^-
PITTSBURGH
. . .
Toe Hurr mid Bruce VandeiKrUl. long identi-
*
tied with the Lee Theatre at Fairmont,
now are co-managers, with Frank J.
"Budd" Thoma-s a.s buyer and booker
Andy Biordl, Ellwood City exhibitor, wa-s a
guest at the community's fourth annual allsporLs
banquet .
of Filmrow's busiest
offices is the Associated circuit headquarters,
especially on Fridays when all the managers
assemble for a meeting concerning the next
weeks exploitations, etc. . . . Jack Kaufman
of ADV Agency in the Atlas Theatre Supply
building often is busy on both day and night
sliifts publishing off-set printing heralds
for area and distant theatres .
C.
Silverman. AA manager, who is slated to be
next years Variety Tent 1 chief barker, participated
in groundbreaking for an addition
to the medical building at Camp O'Connell.
.
. .
Joe Wayne. Columbia salesman, hits the
Erie, mainline and West Virginia areas each.
every third week, and he's being kept rather
busy Tony Semplice. National Screen
.
shipper,
.
has taken off about 20 pounds and
he looks "in the pink" . With the reopening
of the Jeffer.son Theatre at Punxsutawiiey
by the SW circuit, this operating outfit closed
the smaller capacity Alpine Theatre there
in accordance with a diiective of the U. S.
court . . . The SW staff in the Clark building
headquarters has been cut in half . . . Glenn
Easter. Mount Morris exhibitor and RCA visual-education
products distributor, is very
busy with sales, installations and service at
schools and public buildings in his area, and
operating his Almeda Theatre four nights
weekly.
Stipulations are now being filed in the
three-million dollar- antitrust suits filed recently
by members of the Serrao family
against film distributors and Warner Theatres
and Stanley Warner MaJiagement Corp.
John L. Barr, former Emlenton exhibitor,
recently reopened the Lincoln in Rimersburg
for weekend shows . . . Active in federal
court is an action brought under the fair
labor standards act by Merrill Haas against
Exhibitors Service Co.. who claims unpaid
overtime . to Mildred and
Elmer Hasley, East Pittsburgh indoor and
Conneaut Lake outdoor theatre owners, on
the death of the former's father. Fi-ank M.
Weisz, 83. of WiUunsburg . . . The Nat i20th-
Fox) Rosens celebrated their 15th wedding
anniversary.
fli'ivp-ln
wagrvms
BimmnrnRPfiiKi
2310 CaSS AVE. • DETROIT 1 MICH.
WPITE FOR SAMPLES Wo. I 2IS8
. . .
Marco Ranalli. owner of the outdoor theatre
bearing his name on Route 8. has been
in poor health all winter and now he has
asthma, but he hopes to get a lot of good
sunshine and warmth this spring and summer
and to be active again before too long
Clyde S. Waugaman, Bolivar exhibitor,
confined to the Torrance State Hospital, will
not be able to defend himself in a fair labor
standards litigation set for trial May 11 because
of his menial and physical condition,
according to Judge W. S. Gourley. At the
Welsh PrtJiting Co. plant in Vandergrlft,
formerly operated by the exhibitor and his
wife, Waugaman is chai-ged with paying less
than minimum wages, the civil action having
been brought by James P. Mitchell, U. S.
secretai-y of labor. Waugaman's theatre enterprises
folded In recent months at Apollo
and Ligonier. His wife is operating the Bolivar
Theatre.
The former Mrs. Martha Michael of the
Rex Theatre, .south side, introduced her new
husband on Pilmrow. He is James Rhelos,
Athens chemLst and pharmacist, whom she
married recently in Greece. Her son Gus
has returned from a five-week vacation at
Miami Beach. Tommy Michael, another son,
and his wife christened their infant daughter
April 18 in St. Nicholas Greek Orthodox
Church, naming her Martha after the baby's
Lois Sarkin of National
grandmother . . .
Screen and Sherman Frank were married
April 19.
Patrons of the Morgan Theatre, Morgantown,
were evacuated the other night when
flames from an eight-alarm fire destroyed
six buildings and threatened to spread to
the theatre building in the city's worst fire
in 31 years. Morgantown had its largest fire
in 1927 when the block where the old Strand
Theatre and Garlow building were located
was destroyed, causing almost $1,000,000 damage
. . . Daylight saving time returns to western
Pennsylvania April 27 and extends
through October 26.
Mario Battiston says that television added
another scalp when he was forced to darken
the Ritz Theatre at Export and put it up for
rent or sale. Mario has spent 41 years in the
theatre business, starting at the Lyric at
Yukon in this ai'ea, operated by his father
Patsy Battiston and son Andy.
Damages Claimant Gets
Really Inquisitive
PITTSBURGH — Counsel for Chester S.
Cisco of Youngstown, Ohio, who claims damages
in excess of $3,000 in a local federal
court suit over alleged injuries sustained at
the Green Garden Drive-In May 12, 1956, has
asked the defendant, J. S. Taylor sr., owner
of the outdoor theatre, if he checks weather
reports or predictions as part of duties in
conjunction with such an operation. Cisco
contends he was injured when a portion of
the screen was blown through his auto windshield.
He asks a jury trial. Taylor, of Ambridge
says in effect, "Taylor doesn't make
the weather." Plaintiff inquires whether the
exhibitor checks the weather? When had the
screen been inspected? Also, he asks for a
"yes" or "no" as to whether Taylor employs
a meteorologist?
AB-PT's Second Dividend
NEW YORK—American Broadcasting-Paramount
Theatres has declared a second
quaa-terly dividend of 25 cents per share on
the preferred and 25 cents per share on the
common stock, payable June 14 to stockholders
of record May 23, according to Leonard
H. Goldenson, president.
'Music Man' Is Winner
Of Four 'Tony' Awards
NEW YORK 'The Music Man." Meredith
Wilson's musical which was niuned "best
musical of the sea.son"
by the Drama Critics'
Circle last week, also won five of the 18
Tony awards. Broadway's counterpart of the
Hollywood Oscars at the 12th annual dinner
dance of the American Theatre Wing at the
Waldorf-Astoria Hotel Sunday '13). The
awards were named for the late Antoinette
Perry, chairman of the American Theatre
Wing during World War II.
"The Music Man" was named "best musical";
its star. Robert Preston, former film
star, was named "best musical star"; its featured
players, Biubara Cook and David Burns
were named "best .supporting players in a
musical," and Herbert Greene was named
"best musical director." "Sunrise at Campobello,"
Dore Schary's play dealing with Franklin
D. Roosevelt, was named "best dramatic
play"; its star. Ralph Bellamy, foi-mer film
star, was named "best dramatic player" for
his portrayal of the President; Henry Jones
was named "best male supporting player"
and Vincent J. Donehue was named "best
director."
Two musical actresses, Thelma Ritter, also
a screen star, and Gwen Verdon, now in
Hollywood re-creating her role in the film
version of "Damn Yankees," shared the award
as "best female musical star." Miss Verdon
is now a three-time winner, having al.so won
a "Tony" for "Can Can" in 1954 and "Damn
Yankees" in 1956. A "Tony" also went to
Helen Hayes as "best dramatic star" for
"Time Remembered," and to Anne Bancroft,
former film star, for her supporting role in
"Two for the See-Saw."
Serving as co-chairmen of the event were
Predric March, Mai-y Martin and Mrs. Albert
D. Lasker.
CBS Leads Second Year
In Emmy TV Awards
HOLLYWOOD—The 10th Annual Academy
of Television Ai'ts & Sciences Awards held
April 15 saw CBS dominate the field of winners
for the second consecutive year, and
Hollywood, which for two years in a row has
lost out to New York in the Emmy race,
finally take an edge over the Gothamites,
garnering 17 golden girls as against 11 for
New York. Highlights of the Emmy winners
are as follows:
Best Single Program: "The Comedian"—
Playhouse 90. CBS.
Best Dramatic Anthology: Playhouse 90,
CBS.
Best Dramatic Series with Continuing
Characters: "Gunsmoke," CBS.
Best Comedy Series: Phil Silvers Show,
CBS.
Best Musical Variety, Audience Participation
or Quiz Series: Dinah Shore Chevy Show,
NBC.
Best Public Service Progi-am or Series:
"Omnibus," NBC.
Best New Program Series: "Seven Lively
Arts," CBS.
Actor, Best Single Performance (lead or
support > : Peter Ustinov—Omnibus, "The Life
of Samuel Johnson," NBC.
Actress, Best Single Performance (lead or
support): Polly Bergen— Playhouse 90, "The
Helen Morgan Story," CBS.
Screenplay for the film adaptation of
Warners' "Auntie Mame" was written by
Betty Comden and Adolph Green.
E-8
BOXOFFICE April 21, 1958

i
I
PRODUCTION
HoUyivood Office— Suite 219 at 6404 Hollywood Blvd., Ivan Spear, Western Manager
CEMXER
Sol Wurlzel 35 Years
In Filmmaking, Dies
HOLLYWOOD— Sol M. Wurtzel. former
motion picture producer whose career spanned
some 35 years, died Wednesday (9) in his
Wilshire boulevard apartment after a long
illness. The 67-year-old filmmaker is survived
by his wife Marian, a son Paul, a
daughter Lillian Semenov, and three brothers,
Ben. Henry and Sam.
Wurtzel joined Fox Film Corp. in 1914 as
a stenographer-secretary and moved through
the ranks to the position of production executive.
In 1917, he became secretary to William
Fox. then came west to open the Western
avenue lot. In 1944 he resigned from the
20th-Fox company to begin producing independently,
still releasing through 20th.
During his career, Wurtzel was credited
with making pictures that brought fame to
Will Rogers, Shirley Temple, Tom Mix and
Jane Withers, among others.
He founded Temple Beth El in Los Angeles
and later helped found and was first
president of Temple Israel in Hollywood.
AFM Ousting of Six Men
Is Blocked by Court
HOLLYWOOD — Superior Judge Bayard
Rhone issued a temporary restraining order
to prevent AFM Local 47 from interfering
with any employment of six suspended members
and set a hearing on a preliminary injunction
for April 25. The six members suspended
were charged by Local 47 directors
with associating with or being connected with
Cecil F. Read's newly formed Musicians Guild
of America, an organization which has been
termed "dual unionism" by the AFM.
The six men suspended claim that they
had been elected to the board of directors
for the Musicians Club, a corporation which
owns and runs the Local 47 building, but
before taking office they were suspended by
Local 47.
Marshall Wortman Aide
To Pickman at Goldwyn
HOLLYWOOD—Samuel Goldwyn has
appointed
Marshall Wortman assistant to Milton
E. Pickman, who last week was named
general manager of the Samuel Goldwyn
studio. Wortman joined the Goldwyn organization
in 1953 as executive assistant to James
A. Mulvey, president, and remained in that
pest at the New York headquarters until
being transferred to the west coast in 1955
as studio superintendent, which position he
has held since that time.
19 Candidates Running
For Officers in Extras
HOLLYWOOD—Nmeteen extra players are
candidates in the annual election of the
Screen Extras Guild. Six officers are to be
elected for one-year terms, and there are 11
three-year terms and one two-year term on
the board of directors to be filled.
The following officers are unopposed for
re-election: Franklyn Farnum, president:
Jeffrey Sayre. first vice-president: Tex
Brodus, second vice-president: Paul Bradley,
third vice-president: Kenneth Kemp, treasurer,
Paul Cristo, incumbent recording secretary,
is opposed for re-election by Sandee
Marriott.
Administration candidates for the board
are Roy Damron, Franklyn Farnum, Bess
Flowers, Vi Ingraham, Budd C. Mason, Snub
Pollard, Max Reid, Jeffrey Sayre. George
Sowards and Roy Thomas, all incumbents,
and Evelyn Underwood and Vickie Vann,
Independent candidates for the guild board
are Harry Hollins jr., Sandee Marriott and
Fred Rapport.
Over 98% of SAG Okays
Contract With Ad Men
HOLLYWOOD—With the largest vote in
the 25-year history of the Screen Actors
Guild, members approved a new contract
with the national advertising agencies and
commercial producers by a count of 5,398 to
80. The affirmative votes approving the contract
represented 98.5 per cent of the valid
votes. Fifty-four ballots were declared void.
In the contract, the guild won rate increases
ranging as high as 143 per cent and
many improvement conditions. The agreement
covers all television commercials made
by producers, whether the commercial be on
film or tape or any other substance, the
sole exception being taped commercials made
for ad agencies by TV stations and networks
using their own broadcasting studio facilities.
Most national advertising agencies and
television commercial producers already have
signed the contract.
Ed Small Will Produce
At Paramount Sunset
HOLLYWOOD—Edward Small Productions
and its subsidiary companies concluded a
deal with Paramount Sunset Corp. to produce
all future productions for the next year at
that studio, it was announced by Ben Hersh.
vice-president of Edward Small Productions,
Inc., and Jim Schulke. vice-president and
general manager of Paramount Sunset Corp.
Twenty-seven offices required for occupancy
by the basic Small organization are
currently being prepared.
Third Star Selected
For 'Hanging Tree'
HOLLYWOOD -Karl Maiden will star with
Gary Cooper and Maria Schell in "The
Hanging Tiee," picturization of the awardwinning
Dorothy Johnson novel for Warner
Bros. Maiden will portray Frenchy, the principal
heavy in the outdoor drama, a Baroda
production to be directed by Delmer Daves
from James Webb's screenplay and produced
by Martin Jiu-ow and Richard Shepherd.
Maiden's last starring roles for Warners
were in "Bombers B-52" and "Baby Doll."
Sandra Dee, 15-year-old actress, has been
borrowed by Columbia Pictures from U-I to
play the title role in "Gidget," picturization
of Frederick Kohner's novel which Lewis J.
Rachmil will produce from a screenplay by
Gabrielle Upton. In "Gidget," Miss Dee will
be seen as the teenage daughter of a university
professor who spends the summer at Malibu
Beach trying to become a surfboard
expert in order to win the admiration of a
clique of college boys.
^= * *
Arthur Franz will star in U-I's "Monster in
the Night," to be produced by Joseph Gershenson
and directed by Jack Arnold. David
Duncan wrote the original screenplay. "Monster,"
to be released as an exploitation package
with "Step Down to Terror," is slated
to go before the cameras late this month.
t * *
Jack Apland and Jerrol T. Brandt have
partnered to independently produce "Thrill
Drivers," based on a story and screenplay
by writer-director Richard Nunis about stock
auto stuntmen. The pictui-e, for which no
release has been set. will be geared for the
teenage market and will be directed by Nunis.
» »
Norman Panama and Melvin Frank, independent
unit at Paramount, have just completed
an original screenplay, "Five Pieces of
Maria," the sixth property on the producerdirector-writer
team's slate.
The pair is also currently collaborating on
writing two other original screen stories,
"Occasion of Sin" and "The Bamboo Kid,"
plus casting two completed scripts and making
advance preparation to bring their Broadway
hit, "Li'l Abner," to the screen.
* * «
Ken Annakin will direct Walt Disney's
"Banner in the Sky." which will be lensed
in London, France and Switzerland. The picture,
starring James MacArthur and Janet
Munro, is a live-action adventure drama
anent the life of mountaineer Edward Whymper
scripted by Eleanore Griffin from James
Ramsay Ullman's book.
BOXOFFICE April 21, 1958 W-1

. . Lloyd
. . Jack
. . The
. . MGM
. . William
LOS ANGELES
Uarry Opokln, Hymie Sellgman, Izzy Berman,
Al Lapldus. Ezra Stern, O. N. Srere
and Ben Goldberg, and their wives, Ida
Schrciber, Olive Brown and Sugar Bocklage
left to attend the Variety convention in London.
. . . Barrie
Fllmrow personnel hasted a baby parly for
Jack Myhill. Fox West Coast booker, who recently
became the father of triplets. Complete
triple layettes, including baby beds and
buggies were presented . Murray Pecks,
Crest Theatre, West Los Angeles, celebrated
their 14th wedding anniversary
and Jacquelyn Shlaes, Theatrical E^nterprises,
Sixn Diego, are touring airope . . . Mrs. Bill
Alfred, Palm Springs Tlieatres. broke her leg
while stepping out of her car in the recent
deluge in Palm Springs.
. . . Al Szabo, manager ot
. , .
Mr. and Mrs. J. Balkon. Alljee Tlieatre. National
City, Ixwking and buying along the
Row . Katz. Nevada Tlieatre Corp.,
booking and buying . Kalbo has gone
to New York on business for the Evert Cummings
Theatres
Fox State Theatre in Pasadena, has resigned
Judy Poynter. Film Booking Service,
made a tour of his drive-in theatres in the
Valley . . . Henry Ostrom's Corral Drive-In,
Saugus. was broken into and the Cinemascope
lenses and print to "A Farewell to Arms"
were stolen.
Court Backs SAG Claim
For Fees on TV Reruns
HOLLYWOOD—The Screen Actors Guild
won an important judgment in Los Angeles
superior court, upholding the validity of the
guild's collective bargaining agreement providing
for residual payments on reruns of
television films and confirming other principles
of interest to all unions.
The judgment in the amount of $4,510.61
plus costs, was handed down by superior
court Judge Kurtz Kauffman against Telemount
Pictures, Mutual Television Productions
and Telemount-Mutual.
The guild had sued for the money as rerun
fees due 11 actors who appeared in various
episodes of the Cowboy G-Men television film
series.
NAB Luncheon for Dinah
HOLLYWOOD—Dinah Shore will
be given
a luncheon by National Ass'n of Broadcasters
May 1. the closing day of the NAB convention.
The luncheon at the Biltmore Hotel
will be in recognition of "her contribution to
radio and TV and the personal affection
the broadcasters of the nation hold for her,"
according to Harold Fellows, NAB president.
Motion Picture
MPS! AND
FAST. TOO!
Service co.
125 HYDE • SAN FRANCISCO 2, CALIF . GERRY KARSKI, PRES
Valley Remodeled
Al Fowler, Colo.
FOWLER, COLO.—Mitchell Kelloff, who
has op)erated the Valley Theatre here for the
last two or three years, plans to reopen the
house immediately upon completion of remodeling
work. Kelloff and executives of
Gibraltar Enterprises, Denver, owner of the
building, met here recently to outline plans
for the renovation.
Improvements include installation of a
widescreen. new seating arrangement, redecoration
of the lobby, new stage, new widescreen
lenses and cleaning and rcdecoration
of the restrooms.
Upon reopening, the theatre will be under
the management of Joe Machetta. Length of
operation of the theatre, Kelloff said, would
depend upon patronage. A number of local
merchants have thrown their support behind
the theatre in financing a 13-week free show
project, which will start when the house is
reopened.
'Golden Disc' Is Assigned
To AA Distribution
LOS ANGELES—Steve Broidy, Allied Artists
president, completed arrangements with
Westbury Productions for the studio to handle
western hemisphere distribution of "The
Golden Disc." The rock-and-roll drama was
produced in England by W. G. Chalmers, directed
by Don Sharpe, starring Lee Patterson
and Terry Dene. At the same time, it
was announced that AA's "Attack of the 50-
Foot Woman." produced by Bernard Woolner.
will be put into national relea.se next
month with Roger Corman's "War of the
Satellites." as the company's newest shocker
combination.
'Ben Hur' Role to Boyd
HOLLYWOOD—The role of Messala in
MGM's "Ben Hur" has been won by Stephen
Boyd. who. as costar of Charlton Heston.
will leave for Rome in two weeks to prepare
for the Camera 65 production. Under contract
to 20th-Fox, Boyd recently completed
a leading role with Gregory Peck in "The
Bravados." "Ben Hur," slated to roll next
month, will be produced by Sam Zimbalist
and directed by William Wyler. Jack Hawkins,
Sam Jaffe and Pinlay Currie already have
been announced for the cast.
Manhattan to Distribute
Brigitte Bardot Film
LOS ANGELES—Manhattan Films International
Inc. has acquired the U.S. rights to
Brigitte Bardot's "Mam'zelle Pigalle," and will
relea.se it nationally as the kickoff for expanding
its operations to a nation-wide basis.
Manhattan heretofore was a west coast distribution
outfit.
Pi-esident Robert Kronenberg said that
other deals are now being worked out and
when completed will mean additional product
for national release by his company.
Steve Broidy to
Chest
HOLLYWOOD — Allied Artists President
Steve Broidy will head the 1958-59 Community
Chest campaign, leading 70,000 volunteer
workers in the drive.
DENVER
Couth Pacific" in Todd-AO will open a run
at the Tabor Wednesday (23i. The initial
showing will be for benefit of the Boys Town.s
of Italy. Tickets are $5 to $25 each. The
arrangements for this benefit were made by
Mrs. George P. Skouras, national benefit
chairman for the Boys Towns of Italy . . .
A youthful bandit, telling the cashier, Jane
Bradley. 16, that he had a gun. forced her
to hand out $45 at the Tabor.
Mrs. Jane Williams, mother of Wilbur Williams,
partner in the Flatirons Theatre, Boulder,
died at her home there ... A suit asking
$5,500 has been filed against the Fox Intermountain
Theatres becau.se of an occurrence
during the drawing in the weekly "Miss
Fortune" jackpot. Donald Zinn claims his
name was drawn, and that he re.sponded as
.soon as he could. The circuit, however,
claimed the three-minute time limit had
passed, and would not pay him the money.
Zinn claims the three-minute time limit was
not understood by him and had not been
given sufficiently publicity to be considered.
Frank Jenkins, formerly publicity man here
for MGM and 20th-Pox. lately free lancing,
has been made manager of the Rex, Rapid
City. S. D., where he succeeded Vem Austin,
who had resigneed .
. . R. W. Selig, president
of Fox Intermountain Theatres, was named
as one of the best dressed men in town by
the Denver Men's and Boys' Fashion guild.
Seven hundred and sixty showed up for the
early morning breakfast and showing of
"Marjorie Morningstar" at the Paramount.
Manager Jack Wodell worked up the stunt
with the full cooperation of the Rocky Mountain
News. The line began forming before
6 a.m. and was made up of teenagers, oldsters,
career girls, young married women with
babies and others. The breakfast, consisting
of orange juice, doughnuts and coffee, was
so good that many came back for seconds
and some even for thirds.
.
The incorporators of the A&A Corp., which
took over the Victory from the Footman
Victory Co., included C. U. Yaeger. president
of Atlas Theatres and Atoz Theatres; Dave
Davis, general manager; Norman Pacheco,
accountant; Emmett Thurman. Stanford W.
Gregory and Paul G. West, attorneys. Fifty
thousand shares of no par value make up
Lester Zucker, U-I district
the stock . . .
manager, was in calling on accounts and
conferring with Mayer Monsky. exchange
manager Harrison and Les
Laramie, Universal salesmen, are using new
'58 Chevrolets, compliments of the company.
Ann Le Gendre, with 20th-Fox for 30 years,
during which she worked at most every job
in the exchange, presently assistant to the
manager, will retire May 1 and will devote her
time to loafing and having fun. The job goes
to Bernice Gilmore. who has been on Filmrow
with various firms for quite a few
years . will world premiere "Sheepman"
at the Orpheum April 23 . . . John
Allen, MGM division manager, was in conferring
with Henry Friedel, exchange manager,
and calling on the circuits . . . Sal
Gandia, MGM auditor, was In for a time
checking the local exchange.
Seventy dancers of the Royal Opera Theatre
of Rome will portray novice nuns in WB's
"The Nun's Story."
W-2 BOXOFFICE April 21, 1958

—
—
—
——
— —
—
—
—
—
'Windjammer' Tops
All Comers ai LA
LOS ANGELES— Windjammer," beginning
its local hard-ticket run zoomed in with a
socko 300 per cent to lead all comers. "The
Young Lions" opened with a great 240 to
lead the regular first runs while "Teacher's
Pet" held firm in it.s fourth round with 140.
(Average Is 100)
Beverly Circle, Vogobond And God Created
Womon (Kingsley), 16th wk 7b
Carthay Circle Around the World in 80 Days
(UA), 69th wk 270
Chirvese Windjammer (Not'l Theotres) 300
Egyptiar> The Bridge on the River Kwoi
(Col), 17fh wk 170
Fine Arts Stage Struck (Bueno Vista) 80
Four Star, Fox Beverly, Loyola, Vogue The
Young Lions (20th-Fox) 240
Fox Wilshire Paris Holiday (UA), 3rd wk 55
Hawaii, State and 4 dnve-ms Viking Women
and the Seo Serpent (AlP); The Astounding
She Monster (AlP) 100
Hillstreet Mon From the Alamo (U-l); Wings of
the Hawk (U-l), reissues 35
Hollywood, Orpheum, Uptown and 2 drive-ins
Run Silent, Run Deep (UA); Cross-Up (UA),
2nd wk 80
Hollywood Paramount Teocher's Pet (Pore),
4th wk 140
Ins, Ritz Snow White ond the Seven Dwarfs
(BV); Tammy and the Bachelor (U-l), reissues,
3rd wk 25
Los Angeles The Long, Hot Summer (20th-Fox),
5th wk 45
Pontages Merry Andrew (MGM), 3rd wk 80
Warners Beverly Marjorie Morningstor (WB),
3rd wk 110
Warners Downtown Country Girl (Para); The
Proud and Profane (Para), reissues 30
Warners Hollywood Seven Wonders of the World
(Cinerama), 45th wk 85
SAN FRANCISCO—Top honors went to
the opening of "The Young Lions" at the
Fox Theatre with 225 per cent high.
Fox—The Young Lions (20th-Fox) 225
Golden Gate Teacher's Pet (Para), 3rd wk 100
Paramount Marjorie Morningstor (WB) 110
St. Francis The Bridge on the River Kwai (Col),
4th wk 200
United Artists Run Silent, Run Deep (UA),
2r)d wk 100
Warfield Merry Andrew (MGM) 150
DENVER—^"Marjorie Morningstar," at the
Paramount, copped the top money but two
others tied with it for top percentage. "Marjorie"
was holding, of course. Also staying
were "Snow White," into its fourth week at
the Aladdin: "Bridge on the River Kwai" into
its seventh week at the Centre, and "Adam
and Eve" holds at the Tabor.
Aladdin Snow White and the Seven Dwarfs
(BV), 3rd wk 200
Centre The Bridge on the River Kwai (Col),
6th wk 140
Denhom Bonjour Tristesse (Col), 2nd wk. . 80
Denver The Long, Hot Summer (20th-Fox),
2nd wk 90
Orpheum Merry Andrew (MGM);
Underwater Warrior (MGM), 2nd wk 80
Paramount Marjorie Morningstar (WB) 200
Tabor Adam and Eve (SR);
Blonde Blackmailer (AA) 200
Vogue Art A Novel Affoir (Confl) 90
SEATTLE—Grosses sagged last week, with
"The Young Lions" and "The Bridge on the
River Kwai" the only strong films.
Blue Mouse
wk. . .
Coliseum
Merry
Paris
Andrew
Holiday
(MGM),
(Para), 2nd
2nd
wk
90
110
Fifth Avenue The Young Lions (20th-Fox),
2nd wk 150
Music Box Gervoise (Cont'l) 80
Music Hall Marjorie Morningstor (WB), 2nd wk. 90
Orpheum Run Silent, Run Deep (UA), 3rd wk. . . 95
Paramount The Bridge on the River Kwai (Col),
4th wk 175
PORTLAND—"The Bridge on the River
Kwai" at the Orpheum held at 210 per cent
estimate as the boxoffice leader here in its
third week.
Fox—The Young Lions (20th-Foxl, 2nd wk 120
Orpheum The Bridge on the River Kwai (Col),
3rd wk 210
Broadwoy Marjorie Morningstar (WB) 120
Poromount Run Silent, Run Deep (UA), 2nd wk. . 100
Liberty King Solomon's Mines (MGM), reissue.. 100
Aloddin Marcelino lUMPO), 2nd wk 125
NOTHER striking example of the
when - business - is - bad - fire -
the - bill - poster theory came to light
as a result of the belt -tightening to which
Paramount's publicity department has been
subjected and which has reduced that welkinringing
bailiwick to a mere personnel skeleton
of what it once was. The drastic economy
measures appear all the more inexplicable
in view of the fact that the company has so
many impressive photoplays just going into
or approaching release. Moreover, there were
some mighty good men boasting many years
of effective service who were caught in the
squeeze—most notably efficient veteran Al
Fiiiestone whose sizable contribution to the
ballyhoo success of Cecil B. DeMille's "The
Ten Commandments" is widely recognized in
Hollywood.
One of the few remaining rugged individualists
to be found in the Hollywoodlands,
Hugo Haas is a gambling man. Trusting
nothing but his own judgment and talents,
actor-writer-producer-director Haas has been
turning out creditable features which were
bankrolled by himself and then profitably
peddled to some distributor.
His current venture, now completed, is
"Stars in the Backyard," toplining such recognizable
names as Carrol Morris, Marie
Windsor, Corinne Griffith, Billy Gilbert and,
of course, Hugo Haas; and with a supporting
cast longer than a doxie's dream—and
just as pleasant. In addition to dominating
the histrionic proceedings, Haas wrote, produced
and directed the feature.
It is an unusual and homespun blending of
cynicism and philosophy and takes a sly poke
at the making of motion pictures and the
brass concerned therewith.
The product shortage being what it is, it
seems an entirely reasonable assumption that
"Stars" will, at an early date, find its way to
the lineup of some major film peddling outfit,
thus permitting Haas to pocket another
richly merited profit.
Prom Duke Wales, who is the director of
the committee of space-snatchers-in-chief of
the major studios, the following communique:
"Dear Ivan:
"Knowing your passion for fair and objective
reporting, I am sure you will want to
give the same space to the facts that you
gave to the misstatements in the attached
clipping.
"1. The studio publicity heads did not give
Edwin Schallert a testimonial dinner; they
had a small luncheon for him and Mrs.
Schallert.
"2. They did not give him a color television
set; they gave him an engraved desk set.
"Best regards.
"Sincerely,
"Clarke H. Wales."
The item in this space to which Duke
beg pardon, Clarke H.—refers credited him
with having master-minded gifting Edwm
Schallert, retiring motion picture editor of
the Los Angeles Times, with a color television
set.
Nonetheless publicity chieftains still report
that they were resijectively clipped to pay for
such a tint video squawk box that was presented
to Schallert at one of the many farewell
functions that honored him.
Be that as it may, it seems that Duke—beg
pardon, Clarke H.—was given a bum rap. Instead
let him be congratulated for the remarkable
originality displayed by purchasing
"an engraved de.sk set" for a man who Is
backing away from his desk after 40 years of
service.
Over Paramount way, an actioner being
produced by Hal Wallis was bom with the
title "Last Train From Harper's Junction."
Then for a short time the tag was changed
to "Last Train From Laredo," quickly changing
to "Showdown at Gun Hill."
Could be the Marathon Street title-thinkeruppers
decided that even they couldn't take
liberties with railroad time tables.
And their counterparts at Allied Artists
set "Unwed Mother" as the final tag for the
opus previously known as "Teenage Mother."
That goes to show how tough things are at
AA—nary a shotgun on the lot.
Budd
Harassed editors would be grateful if
Schulberg and the distribution brass of the
Freres Warner would make up their minds
about what to call the forthcoming opus that
the former is producing for the latter. The
picture started out as "Across the Everglades,"
was changed to "Lost Man's River" and at
last report had reverted to "Across the Everglades."
The situation could easily be resolved by
calling upon the services of catch-as-catchcan
press agent Alex Evelove. He's the fellow
who irisists that the Roger Corman feature
on behalf of which he is tom-toming is to
be released under the handle "The Saga of
the Viking Women and Their Voyage to the
Waters of the Great Sea Serpent." Out of
the above -outlined situation. Evelove might
come up with something like "Schulberg Goes
Across the Everglades and Discovers the Lost
Man's River."
Moreover there's an ugly rumor circulating
in Cinemania that Anxious Alex is an undercover
agent for the Rubber Marquee Manufacturers
Ass'n.
Add It-Couldn't-Happen-to-a -Nicer-Guy
Department:
Steve Broidy, .Allied .Artists president, was
honored when he was presented with the
Jewish Welfare Federation's distinguished
social
service award.
The richly-merited accolade is doubly
heart-warming coming as it does at a time
when Broidy is making a rapid and complete
recovery from the injuries he suffered
in a near-fatal automobile accident, injuries
which might have spelled finis for a man of
less fortitude and determination.
BOXOFFICE April 21, 1958
W-3

—
. . Carl
. . The
. . The
. . "Smiles
. .
SALT LAKE
H niiniatiirt- Iniin attiact-ed attention to
Filmrow. A tiny dlcsel-type engine and
four cars stopped at U-I to receive prints
(or the Park-Vu Drive-In, wlicre the train
has been installed as an addltionsU facility
for Kiddieland. C. R. "Buck" Wade. U-I
manaKer. took controls from Ellis Everlll,
owner-operator of the Park-Vu. who brought
the train to Filmrow.
. . Warren
Bob Workman, city manager and booker
for Intermounlain Theatres, here for the
last few years, resigned to go into business
for himself. He had been with Intermounlain
for 16 years In Utah and Idaho .
. . .
Butler, city manager for Intermountain in
T\vin Falls, has resigned because of ill health
Helen Garrity Yorke. who has been coordinating
an outstanding publicity and advertising
campaign for Intermountain Theatres
during the past month, exjiected to return
to her home in Santa Monica. Calif..
this week.
John Denman, Fox city manager, took a
week off last week "to rest up." He spent
most of his time at screenings, although he
did manage to get in a little yard work . .
.
Ted Kirkmeyer. Uptown manager, gained
much favorable mention and publicity for
"The Bridge on the River Kwai" by staging
a special morning preview a few days before
it opened March 27. He invited all newspaper
staffs, church and civic leaders and
educators. The Uptown was filled for the occasion.
However, a few newsmen could not
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attend because they were working. Therefore,
after the second week, he -sent free
tlckeUs to all staffers who had been unable to
attend the first screening.
A few weeks of excellent business was recorded
in Salt Lake houses before .spring
weather came along to knock gro.s.ses rolling.
"Kwai." "Kai-amazov" and "Lions" had been
packing the crowds in . C. Nedley,
MGM's manager, and John C. Krier. vicepresident
and general manager of Intermountain
Theatres, arranged a .special .screening
of "The Sheepman" for oldstei-s of the
city. An annual affair for all over 70 years
of age. the screening took place at the Utah
Theatre.
Glenn Ford Re-Elected
HOLLYWOOD—Glenn Ford, re-elected a
vice-president of the Beverly Hills Council of
the Navy League, hosted a luncheon for Rear
Admiral George Dufek. supervisor of U. S.
Navy south polar program. Operation
Deepfreeze,
at MGM. In attendance were Capt.
Horace Brown, president of the Navy League,
Robert Taylor. Ernest Borgnine. Joseph Pevney
and Edmund Grainger.
Mrs. Jesse James Jr. Sues
HOLLYWOOD—Mrs. Jesse James jr. filed
suit in superior court against CBS and Screen
Gems, asking for an injunction against the
showing of Playhouse 90's "Bitter Heritage."
dealing with the exploits of Jesse James, the
outlaw. Mrs. James stated the film contains
false and untrue statements about her deceased
husband, son of the bandit.
Mrs. Albert Stetson Dies
SAN BERNARDINO— Mrs. Albert Stetson,
wife of the co-owner of the West Coast Theatre
here, died recently in a local hospital.
Mrs. Stetson, 45, is survived by her husband,
who was active in the theatre business in St.
Louis and Phoenix in previous years. She
was a native of Kansas City.
Columbia Signs Bill Faidman
HOLLYWOOD—William Faidman. Columbia
Pictures story executive, has been signed
to a new long-term contract to take effect
after his return from a three-month European
tour in June. While abroad. Faidman
will scout literary properties and contact independent
producers releasing through Columbia.
Rush Lana Turner Film
LOS ANGELES—Lana Turner's starring
vehicle. "Another Time, Another Place,"
Joseph Kaufman production for
Paramount,
is being pushed up for release within 30 days.
The film was originally scheduled for distribution
in September. It's understood that
the film will open simultaneously here and
in
New York.
New Writers
Guild Service
HOLLYWOOD—A market list of story reouirements
in the television-radio field will
be issued quarterly by the Writers Guild of
America West to members. Important changes
in program script needs between quarters will
be covered by supplementary special mailings.
SAN FRANCISCO
Miirman Jurvig. a theatre manager for many
years, returned to show business to manage
the Coliseum Theatre, a S. F. Theatres
unit . . . Edwin Scheeline, manager of the de
luxe Alexandria Theatre, is taking a month
leave of duties to attend the Variety Clubs
International convention in Europe. His assistant.
Donald Holdren. formerly with Cinerama
Theatres, will be in charge at the
Alexandria during Scheeline's absence.
The Vogue Theatre, S. F. Theatres art
house, was repainted inside and out. Window
boxes and large potted plants were installed
by Manager Stephen Moore . of a
Summer Night," Swedish pictures at the
Vogue, was advertised discreetly, "Please,
only if you're 18 or over " . . . The Tower
Theatre's foreign policy reopening went over
with much enthusiasm . American
Theatre, a Na.s.ser unit, will reopen shortly.
Among Filmrow personalities taking the
European jaunt to the Variety Clubs International
convention are Irving Levin, John
Parsons, Rotus Harvey and Sal Gruber .
The Chuck Wagon April 13 dinner by Women
of Variety was enjoyed by an exceptionally
fine turnout . screen of the Starlite
Drive-In. Sacramento, destroyed by fire some
months ago. will be rebuilt . . . Jerry Lewis
was in town to catch a studio sneak preview
of his "Rock-a-Bye Baby" at the Golden Gate
Theatre.
Selecting five out of the top six Academy
Award winners in advance won a champagne
prize for Bill Blair jr., Blair Theatres, Cloverdale.
Presentation of the bubbly wine climaxed
this year's annual party given for theatre
people by Mr. and Mrs. Lyle Bramson of
the Alexander Film Co. Ed Gates, manager
of the Tamalpais Theatre. San Anselmo. and
Mrs. Al Goodwin of the Rafael Theatre. San
Rafael, have been previous champagne winners
in the Bramsons' annual Oscar Derby.
MacLaine Trio Soon
LOS ANGELES—May and June will mark
the release of three Shirley MacLaine starrers.
The first MGM's "The Sheepman" costarring
Glenn Ford; second. Hal Wallis' "Hot
Spell" costarring Anthony Quinn, and Don
Hartman's "Matchmaker," co-starring Shirley
Booth and Tony Perkins.
O^car Show Leaders
Cited
HOLLYWOOD — Resolutions honoring
George Seaton and Jerry Wald were passed
at last week's meeting of the Motion Picture
Industry Council. Seaton was cited for his
"untiring efforts" in bringing about the first
industry sponsored Academy Awards show,
and Wald for producing the show.
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W-4 BOXOFFICE April 21. 1958

—
—
—
—
——
Ji
Fine Loop Welcome
Of 235% to 'Lions'
CHICAGO—Newcomers and good weather
aided the nice gross picture in the Loop theatres.
Leading the group was "Tlie Young
Lions." the first fihn to go into the Roosevelt
after this theatre changed to the policy of
showing a single feature. Also opening on a
big scale was "Merry Andrew" at the Loop
Theatre. On the near north side, "Escapade
in Japan" was a sizeable opener. As "Around
the World in 80 Days" reached its first anniversary
here, there was also an upsurge at
the boxoffice.
(Average Is 100)
Carnegie Miss Julie (Janus) ]90
Chicogo Peyton Place (20th-Fox), 6th wk. ... ^225
Esquire Escapade in Jopan (U-l) 200
Garrick Snow White ond the Seven Dworfs
(BV), reissue, 4th wk 215
Loop ^Merry Andrew (MGM) 210
McVickers South Pacific (20th-Fox), 2nd wk. ..365
Monroe Giont From the Unknown (Astor); She
Demons (Astor)
] 95
Oriental The Long, Hot Summer (20th-Fox),
2nd wk 220
Palace Seven Wanders of the World (Cineroma),
70th wk 290
Roosevelt The Young Lions (20th-Fox) ...!!!! ^235
State Lake The Bridge on the River Kwoi
(Col), 4th wk 255
Surf Nights of Cabiria (Lopert) 190
Todd's Cinestage Around the World in SO
Doys (UA), 53rd wk 3I5
United Artists Run Silent, Run Deep (UA),
2nd wk 220
Woods The Brothers Karamazov (MGM), 5th wk, 195
World Playhouse Albert Schweitzer (Capitol),
reissue ..185
Ziegfeld Demonioque (UMPO), 2nd wk. ....... \85
Post-Holiday Boxoffice
Spotty in Kansas City
KANSAS CITY—"The Young Lions" and
"The Bridge on the River Kwai" were newsworthy
tx)xoffice draws here last week, with
"Bridge" doing 150 per cent in its third week
at the Midland and "The Young Lions" scoring
200 per cent at the Uptown, although its
lesser record of 130 at the Granada pulled it
down to the 165 per cent shown in the listing
below. Most of the local drive-ins. seven of
which day-and-dated "Sayonara" and went
together for a display ad on the Sunday
amusement page, enjoyed good business.
Apollo The Song of Bernodette (20th-Fox),
reissue '
.115
Glen, Dickinson and Shawnee and Leawood
drive-ins Slim Carter (U-l); Tommy ond the
Bachelor (U-l), reissue 95
Kimo And God Created Womon (Kingsley)
10th wk 125
. .
Midland The Bridge on the River Kwai (Col),
3rd wk
] 5Q
Missouri Seven Wonders of the World (Cinerama),
34th wk
] 25
Paramount Moriorie Morningstor (WB), 2nd wk 95
Roxy Teacher's Pet (Pora), 2nd wk 90
Tower and Fairway The Long, Hot Summer
(20th-Fox); Blood Arrow (20th-Fox),
Tower only, 2nd wk 90
Uptown and Granada The Young Lions
(20th-Fox), 2nd wk 165
'Marjorie Morningstar' 200
In Indianap)olis Start
Circle Morjoric Morningstar (WB) 200
Esquire And God Created Woman (Kingsley)
14th wk 90
Indiana Jumping Jacks (Pore); Scored Stiff
(Para), reissues 100
Keiths The Young Lions (20th-Fox), 2nd wk 1 75
Loews The Bridge on the River Kwai
(Col), 4th wk 125
Lyric Raintree County (MGM), 9th wk. ....... .\50
Republic Franchise Goes
To United Film Exchange
KANSAS CITY—Robert F. "Bob" Herrell
returned from New York la-st week after a
series of negotiations
with Republic Pictures
officials with the news
I'
INDIANAPOLIS—Business continued better
than average at first-run theatres here.
"Raintree County" stepped up to a good 150
gross in its ninth week after the Lyric advertised,
following the close of the eighth week,
that the picture would hold only two more
stanzas. "The Bridge on the River Kwai" and
"The Young Lions" scored high as holdover.
that his United Film
Exchange will distribute
Republic product
in this territory as of
Saturday (26).
To insure uninterrupted
service to exhibitors,
Herrell has
retained the services of
Jack Ragar, Republic
Bob Herrell salesman for this territory
for the past sevveral
years. Ragar will call on Kansas and
Missouri exhibitors as he has done in the
past.
United Film Exchange, which also handles
American International pictures and states
rights films, is authorized to release "all Republic
product now in release and future
Republic releases," according to Herrell. He
added, as a personal opinion, that, regardless
of statements to the contrary which have
appeared in some trade papers, he expects
Republic to continue to release motion pictures
to theatres, and that his interest in
handling the company's product is based on
the strength of this belief.
Stockholders of B&K
Re-Elect Six Directors
CHICAGO—Balaban & Katz Corp. stockholders
Tuesday re-elected Ai'thur A. Goldberg,
Elmer C. Upton, Leonard H. Goldenson,
Simon B. Siegel, Edward Hyman and Sidney
M. Markley. The directors will elect officers
"some time in June." At Tuesday's stockholders
meeting, 1957 earnings were reported at
$336,284.66, amounting to $1.26 per share,
compared to 1956 earnings of $656,744.00, or
$2.50 per share.
During the past year B&K did not renew
leases on the Pantheon. Harding and Covent
theatres, and the Senate, Belpark and Northshore
were closed. The Belpark, still a B&K
property, has been converted into a commercial
building, while the Senate was leased
to an independent operator who is running
it as a Spanish-language theatre. In the past
year, B&K remodeled the Garrick and is operating
it as a movie house, and purchased
the Mercury of Elmwood Park from Beck
Theatres.
KMTA-AUied Members
In Favor of Merger
Kansas City—The results of referendum
balloting: on the proposed merger of Kansas-Missouri
Theatre Owners Ass'n and
Kansas-Missouri Allied Independent Theatre
Ovmers show the membership of
both groups overwhelmingly in favor of
the move to unite. Balloting closed Monday
evening (14) and the affirmative result.s
were made known by M. B. Smith,
KMTA president, and Beverly Miller,
president of the Allied group. With this
encouragement on the part of the two
memberships, the executive boards of the
two groups will continue to clear the way
for final merger.
Hometown Production
Is Given Gala Debut
KANSAS CITY—"The Cool and the Crazy"
made entirely on location here in Kan.sas
City by Imperial Productions, headed by
Elmer C. Rhoden jr., was premiered at the
Tower Theatre Thursday evening (17) with
local members of the cast, the producer and
theatre officials in attendance.
The .special guests arrived in Corvettes and
convertibles and were interviewed In front
of the theatre, with KMBC radio covering
the activities, while mounted searchlights added
a note of celebration to the occasion.
Rhoden granted .several radio interviews on
the days immediately preceding the premiere
and was heard on KCMO. KUDL, KMBC and
WHB. He also made a .special appearance on
WDAF-TV with Walt Bodine on the "Midnight
Scene" Wednesday night.
Kansas City locations u.sed in the filming of
"The Cool and the Crazy" include the Aberdeen
Hotel, Georgian Court, Pat's Pig. Blue
Note, Penn Valley Park, .schools and homes.
The picture, which is being released by
American International in combination with
"Dragstrip Riot." opened day-and-date at the
Fox Fairway, Granada and Apollo along with
the Tower.
Roy Hill, Tower Theatre manager, was
instrumental in making the arrangements.
5,200-Seat St. Louis Fox
Jammed for 'The Blues'
ST. LOUIS—The world premiere of -The
St. Louis Blues" at the 5,200-seat Fox Theatre
Thursday (10 1, played to all the cash
customers that could be legally admitted.
The grand opening was attended by all of
the usual Hollywood trimming, spotlight, etc..
including a 30-minute national network radio
presentation that featured Nat King Cole, one
of the stars of the picture. Earlier there was
a luncheon for some 400 persons at the Chase
Hotel, and a special program at the Soldiers
Memorial in downtown St. Louis in which
16 high school bands played the tunes composed
by the late W. C. Handy. Irma Louisa
Handy, widow of the composer, received the
key to the city from Mayor Raymond R.
Tucker.
Cole and Pearl Bailey also attended the
ceremonies. Mrs. Handy was accompanied
by her brother-in-law, Charles Handy, and
a cousin of Handy, Mrs. Isadora Rowe.
The proceeds were shared by the heart fund
of the Variety Club and Blind. Inc.. in which
W. C. Handy was greatly interested.
The premiere of "South Pacific" in Todd-
AO at the Pageant Theatre, 5851 Delmar,
this week (16) al.so played to a capacity audience,
on a reserved seat basis, with net proceeds
also going to the Variety Club.
Harold Schctuf Is Named
Lakes Outdoor Manager
HARVARD. ILL— Harold Schauf has been
named new manager of the Lakes Outdoor
Theatre, succeeding Bob Hager, who resigned
recently to accept a position in the advertising
field. Schauf has been assistant manager
of the theatre since its opening in 1950.
The drive-in reopened recently for the
1958 season with its annual free show and
will operate weekends only until the weather
warrants fuUtime operation. Schauf said.
BOXOFFICE April 21. 1958
C-1

—
. . The
. . The
—
KANSAS CITY
CaniethiiiK new and extremely practical in
booking manuals has been developed by
Harry Hambui-R. Paramount cxchanRe manager.
In addition to listing all available releases
alphabetically by title, the manual includes
cross listings as to type of picture
western, action drama, musical, etc.—and also
carries a roster of popular actresses and actors
with a complete listing of the films in
which each may be seen. Full of other pertinent
information as well, the manual is a
time-saver when exhibitors book by phone,
and it is a convenient way of attaining balanced
proRranvniing. In fact, the Paramount
home office likes the s>'stem so well. Hamburg
has received word that the manual will
"go national" in the not-too-distant future.
The attention of drive-in operators is directed
to a new team— Kimbriel & Borg
"Cinemascope installed with your old screen
tower." According to L. J. Kimbriel. Missouri
Theatre Supply manager, who has supervised
four such installations: "You're not suppo.sed
to be able to do it—but it works." He adds,
however, it couldn't be done without the
yeoman services of Russ Borg. WB exchange
manager, who acts as a one-man inspection
crew by moving his car around to different
positions in the parking area and checks on
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picture quality (also furnishes the test print).
The team's latest exploit took place at the
(i.S Drive-In, the AnKelo Saccaro and Merl
Jones operation at Chillicothe. and evcrythint;
appears to be runninR in "imjjo.ssible but
ccpasetic" good order.
Commonwealth circuit drive-ins have been
poppiUK open all over the territory like early
crocuses, with the Great Bend

ST ,
LOUIS
Cafe and Theatremen at St, Louis
. . .
TWTarvin (;oldfarb, district manager for
Buena Vista, returned to Denver
John W. Hayton of the Hayton Theatre in
Carterville, 111., was in a hospital ill recently
. . . George H. Ware, retired 20th-Fox salesman
and former assistant secretary of Loge
19 of the Colosseum of Motion Picture Salesmen,
is now residing in the Hotel Terry. Sedalia.
Mo. He is lonesome for his many
friends in the St. Louis film area and would
enjoy hearing from them at any time. Drop
him a line or call personally if you ever get
to Sedalia.
Exhibitors seen along Filmrow Included
Robert Good, Pinckneyville . . . Edward
Hinchey. Warner booker was married to Marie
Douglas, former contract clerk for WB at
Holy Rosary Catholic Church. They were
honeymooning in Biloxi, Miss.
Big Springfield Orpheum
To Frisina Operation
SPRINGFIELD. ILL.—The Fi-isina Amusement
Co. Sunday took over the 2.765-seat
Orpheum Theatre at 124 North Fifth St. on a
lease. It was a Publix Great States operation.
Frisina also operates the Roxy and State
here and is a partner in the Esquire with
Kerasotes Bros.
It was reported that Kerasotes has taken
over operation of the State, a 950-seater at
Rockford, 111., but there was no immediate
official confu'mation here. The Ing-Burd
Enterprises recently purchased the 1,000-seat
building in Rockford. V. C. Burd and Sam
S. Inglima said their firm will assume entire
operation.
Chicago Roosevelt Starts
New Long-Run Policy
CHICAGO—The new policy of the B&K
Roosevelt Theatre, top films on single-feature,
long-run engagements, now gives Chicago
three de luxe State street showcases.
The Chicago, and the State Lake are the
other two B&K State street houses. The
Roosevelt, darkened for three days for refurbishing,
was reopened early this month
for the premiere of "The Young Lions."
B&K President David Wallerstein said
renovation and improvements at the theatre
included installation of new .screen and projection
equipment. B&K also has the United
Artists and Garrick first-run theatres on
Randolph street in the Loop.
Lights on at Kewanna, Ind.
KEWANNA. IND.—Joe McPherson has reopened
his Key Theatre here on a weekend
policy which will include Saturday evening.
Sunday matinee and evening performances.
McPherson, who had kept the house shuttered
since last November, said he hopes to
keep it open indefinitely on the new policy
basis.
THEWTRE EQUIPMENT
442 N. ILLINOIS ST., INDIANAPOLIS, IND.
'Everything for the Theatre"
Project Dine Out—See Show Drive
ST. LOUIS- Plans for close cooperation
between members of the Restaurant Owners
Ass'n of St. Louis with the motion picture
theati'cs in this area were discussed at a
conference held last week i8i in the Union
Electric Co. building. The theatres were rej)-
resented by Edward B. Arthur of Arthur
Enterpri.ses and Tommy James, board chairman
of Missouri-Illinois Theatre Owners.
The representatives of the ROA indicated
they looked with favor on arrangements for
their members to advocate regular attendance
at theatres by the patrons of restaurants
and hotel dining rooms and coffee shops.
Slogans urging theatre attendance would appear
on the restaurants menus, match booklets,
paper napkins and the like.
Earlier in the day the conference and its
possibilities were discussed at the April meeting
of MITO held at the Melbourne Hotel.
The gathering gave full approval for the
cooperative program.
The MITO meeting also took up arrangements
for theatre participation in Armed
Forces Week. May 11-17. The gathering urged
that all theatres in this film territory display
the American flag and othei-wise promote
the public's participation in the programs in
their areas for the week. The St. Louis
program will include a big parade on April
Raymond Abner Purchase
Ozoner at New Madrid
NEW MADRID, MO. — Raymond Abner,
who formerly operated a large farm in the
Clinton. 111., area, has purchased the Midway
Drive-In on Highway 61 between here and
Lilbourn and plans to reopen it April 15. It
has been closed since last November 1. Abner.
a newcomer to the business, has arranged
with Andy Dietz of Cooperative Theatres.
St. Louis, to book and buy for the drive-in.
The Midway originally was opened in 1951
by Norvin Garner and Dr. Harry Poe of
New Madrid. Later it was operated by Bill
Fitzpatrick and more recently by Mr. and
Mrs. W. L. Giddens of Lilbourn.
John Sturm Buried
EFFINGHAM. ILL.— Sei-vices were held in
Staunton for John Sturm, city manager here
for the Frisina circuit for the past ten years,
who was killed in a head on automobile collision
near Brownsville, 111., April 9. Prior to
coming here, he managed the Frisina houses
in Greenville and Hillsboro, 111. Sturm, 48,
was en route to Litchfield on U.S. 40, when
a car driven by Marquis Elam of Brownsville,
111., got out of control and crashed
headon into Sturm's car.
William Wallos Named
WAUKEGAN, ILL —Louis Ambrogio, owner
of the Waukegan Outdoor Theatre, has
named William Wallos as new manager of
the drive-in. Wallos has had lengthy experience
in theatres located at Kenosha, Lake
Geneva, Delavan and Racine, Wis.
Starring in Paramount's "Showdo\\7i at
Gun Hill" are Kirk Douglas, Anthony Quinn
and Eai-I Holliman.
17. All armed forces installations in the
St. Louis area plan to hold open hou.se
throughout the week. The public will be
encouraged to visit them. Mayor Raymond
R. Tucker will i.ssue an official proclamation
urging the fullest public cooperation in
Armed Forces Week. Tommy James represented
MITO at a meeting on the local plans
held at Soldiers Memorial Building on
April 7.
The MITO has a large number of automobile
bumper streamers carrying the slogan,
"Get More Out of Life ... Go Out to a
Movie." The Aithur Enterprises theatres
have taken 500 of the streamers, and an equal
number has been obtained by Loew's State
and Loew's Orpheum. Other theatre owners
wlro may be interested should contact Jimmy
James, secretary of MITO, c/o New Comet
Theatre, 4106 Finney ave., St. LouLs, 8.
Members of MITO and. of course, owners
and managers of other theatres in the St.
Louis film trade territory, will attend the
Sindlinger Workshop to be presided over by
Mike Simons, formerly with MGM, at the
Ambassador-Kingsway Hotel Monday (21).
The May meeting of MITO will
be held at
Ruggeri's restaurant, 2300 Edwards St., May
13, commencing about 11:00 a.m., daylight
.saving
time.
L. M. Rosenthal to LA
COLORADO SPRINGS — Lawrence M.
Rosenthal, resident vice-pre.sident, 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 primaiy emphasis on the sale of
film and merchandising programs to national
advertisers and advertising agencies.
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BOXOFFICE April 21, 1958 C-3

. . Duncan
. . "Desiie
—
. . Peter
. . Figures
. .
. . Pete
CHICAGO
T'om Gilliam, 20th-Fox branch manager,
soon will celebrate 45 years In the business
. Kennedy, vice-president of
. . . The
Gertrude E. Dromey, 59. wife of John P.
Dromey. head film buyer of Great States
Theatres died of a heart ailment
Skyhi Drive-In maugurated a new policy of
showing four full-length features In varied
categories, such as drama, .science fiction,
comedy and mystery ... Si Greiver has been
appointed to handle the twoking and buying
for the recently reopened Pantheon Theatre
Arthur Manheimer.
on the north side . . .
head of National Screen Service here, was in
New York to attend a managers meeting.
During March, the censor board reviewed
Great States Theatres who completed ne-
^tiations for the sale of the Oi-pheum in
Springfield to the Frisina Amusement Co..
figured this leaves the circuit with 49 theatres.
73 films, rejected none and cla.ssified two for
adults. Of the group. 14 were Spanish. 7 Russian.
3 French and 4 Italian . . . Invin Joseph,
head of Modern Film Distributors, went east
on a business trip. He was to meet Dave
Friedman in Philadelphia, where openings of
"Bob and Sally" and "She Shoulda Said No"
are scheduled.
Shirley Sterling returned to woi-k at MGM.
For three years she had been active in a
business of her own . Under the
Elms" opened at the Esquire, but not without
the police censor board's "Adult's Only" per-
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1220 S. Mlehlson Chleogo 5, III,
mit. Paramount had attempted to .set aside
the cen.sor board's ruling, contending that Uie
board acted "arbitrarily and in violation of the
law." Mayor Daley, petitioned by the studio
to rescind the cen.sorship, has declined to intervene.
Sam Block, attorney for Paramount,
.said he is seeking an early hearing, to continue
the fight for the "freedom for all to
see" the film.
Lucille Bulluntine has joined MGM as assistant
to publicist Norman Pyle. with whom
she previously has worked on special projects.
Carroll Jensen left the MGM pubhcity staff
to join Educational Materials Corp.
"Saddle the Wind" opened in 38 neighborhood
houses, in some of which "The High Cost
of Loving" was co-featured . from
the tax collector's office show that the 3 per
cent levy on theatre admission gave the city
S85,028 for Febmary, against $87,293 the
previous month. For February 1957 the revenue
was $94,478 . G. Peterson has been
named an executive vice-president of Bell &
Howell.
Warren Slec, a veteran of many years with
MGM here until he moved to Hawaii, returned
to handle Cinerama at the Palace.
He succeeds Ralph Kettering who died .
A spring theatre party for 500 members and
friends of the Showmen's League of America
Saturday (19> attended a showing of "Search
for Pai-adise" at the Palace. Pi-oceeds went
into the league's welfare fund. "Paradise"
premiered 'Wednesday (16) as a benefit for
the Chicago Foundlings Home building fund,
with kleig light.s and prominent govemment,
civic and social leaders attending.
Universal's outlet for its major movies here
will be tlie Oriental. "I Married a 'Woman"
is scheduled to open there May 6, and "This
Happy Feeling" May 29 . . . Elmer C. Upton,
secretary-treasurer of Balaban & Katz, left
on a vacation in Europe the next five weeks.
Irving Sochin, general sales manager for
Rank Distributors, was here for a few days,
then continued to St. Louis to look over the
new exchange recently opened by Sam Gorelick.
Gorelick met Sochin in Minneapolis,
and en route to Chicago they stopped in Milwaukee,
where some of the new Rank films
have opened within the last two weeks . . ,
H&E Balaban started operations for the
1958 season at the company's Illinois drivein.s—
the Hilltop at Joliet and the Robbin at
Rockford.
Loretta Gray of Columbia received a Longinc
watch for 25 years of continuous service
with the company . Panagos of
Alliance Amu.sement Co. returned from a vacation
.spent in Las 'Vegas. Los Angeles and
Mexico. He arrived in time for the opening
of the Sunset Drive-In. Alliance now operates
30 outdoor theatres, 23 of which are in
the midwest. New concessions are being installed
at the Lincolndale, Sunset, Port 'Wayne
and East 30.
Natalie Wood checked in to plug "Marjorie
Morningstar." Also here was Mitzi Gaynor,
star of "South Pacific" . . . The 'Variety Club
of Illinois staged its first Saturday Soiree
Saturday night (12 1 in the Tent 26 clubrooms
at the Congress Hotel. Chairmen were
Dudley and Tere.sa Gazzolo.
Kerasotes Circuit Buys
Two Illinois Drive-Ins
BLOOMINGTON. ILL.—The Phil Kron
Drive-In here has been purchased by Kerasotes
Theatres from Kenneth Phillips and
Peter Karonis. according to George Kera.sotes.
head of the Springfield firm, which operates
25 theatres in 14 Illinois cities.
As part of the transaction. Kerasotes also
bought the Pontiac Star Chief Drive-In from
Phillips, tt^ho was sole owner of that house.
The Kerasotes firm, in theatre business
since 1909. also operates theatres in Peoria,
Rockford. Decatur. Quincy, Havana, Canton,
Pekin, Chillicothe. Pontiac, Onarga, Rantoul
and Highland.
Close at Farmington, 111.
FARMINGTON. ILL.—The Pi'incess Theatre
here has been closed by owner G. Thomas
Brewer and negotiations are under way for
sale of the house, located in the Moose
building. A committee from the Rotary Club
met with interested parties to prevent the
closing and reported that negotiations for
the sale were well under way with an experienced
theatre operator, adding that the
"deal would not be completed for a week
or so."
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Explosion Unexplained
WARREN, ILL. — Cause of an explosion
which ignited a $10,000 fire which destroyed
the Warren Theatre here has not been determined.
The blast occurred in the rear
of the one-story theatre building and blew
out windows in the rear of the theatre. Herman
Ki-ippendorf, owner and operator of the
theatre, escaped unhai-med from the basement
of the building where he almost was
trapped by the blaze.
Newspaper Pat to Drive-In
WAUCONDA. ILL.—The Family Outdoor
Theatre at Grayslake, which opened for the
season recently drew an editorial pat on
the back from the Wauconda Leader for the
quality of the pictures booked for showing
this summer. The article urged those "who
are given over completely to the TV habit" to
go out and see what they have been missing.
C-4 BOXOFFICE April 21, 1958

. .
—
I
Renovated Princess
To Open as Cinema
FLORENCE. ALA.—The Princess Theatre
will reopen Wednesday (30i with a new
appearance, a new personality and a new
name — the Cinema, The Pi-incess was closed
last August 22 during a run of "The Ten
Commandments" after an early morning fire.
Fire damage was repaired, but the theatre
was not reopened immediately.
Then the complete renovation of the theatre
was begun. Remodeling work included
a new marquee, new lobby and concession
stand, and complete redecoration of the theatre
interior by the Nashville Decorating Co.
There will be new seats and a new more
spacious seating arrangement, new carpeting,
better acoustical treatment and improved aiiconditioning,
a new cry room and improved
restroom facilities.
The theatre is owned by Rosenbaum
Theatres.
MEMPHIS
prnestine Bridges has reopened the Bridges
Theatre at Greenville, Miss., which had
been closed for two weeks for repairs . . . J. B.
Harper reported his Missouri Theatre at
Campbell. Mo., was destroyed by fire.
Whether or not he will rebuild. Harper has
not decided . . . E. E. Storey, manager, plans
to reopen the Booth Theatre in Hollendale,
Miss., early in May. The Booth has been
closed since March 31
for repairs.
W. C. Sumpter, owner, has leased the
Strand Theatre in LePanto to Paul Shafer.
Sumpl^er operates the LePanto Drive-In at
LePanto . . . Frank Heard. Lee Drive-In,
Tupelo, Miss., was in town . . . Whyte Bedford,
Ford Drive-In, Hamilton, Ala., was a
Memphis visitor ... J. Fred Brown. Nevada.
Prescott; Gordon Hutchins. 64 Drive-In. Russellville;
Alvin Tipton. Tipton theatres at
Caraway, Manila and Monette: Victor Weber,
Center. Kensett; William Elias. Murr, Osceola,
and Moses Sliman. Lux at Luxora, were
among visiting Arkansas exhibitors.
Louise Mask, Luez. Bolivar, and J. A. Petty,
Wayne. Waynesboro, were visiting Tennessee
Natalie Wood, newly wed to
exhibitors . . .
Robert Wagner, was in Memphis. She denied
they were expecting a baby as rumored in
Hollywood. She made appeai-ances at a
Goldsmith department store fashion show
and was plugging her forthcoming film,
"Marjorie Morningstar."
Drive-in openings in the territory include:
Hi-Y at Henderson. Ky.. owned by B. D.
Bright: Broadway. North Little Rock, owned
by Joe Keifer: 45 at Booneville, Miss.: Tommie's,
Kennett, Mo.: Bel Air at Centerville,
Tenn.: Cardinal at Mayfield. Ky.: Mojac,
Indianola, Miss., owned by Mrs. Ruth Mon-is:
Skyvue at Arkadelphia, Ark., announced by
Alton Sims. Rowley United Theatres: 65 at
Conway. Ark.; Paris at Paris, Ark.: Starlite
at Gassville, Ark.: Riverside at Little Rock,
and Rocket at Magnolia. Ark.
L. F. Haven jr. announced the opening of
his Skyway Drive-In at Forrest City: his
Haven Drive-In at W>a:ne. and his Starlite
Drive-In at Brinkley. all in Arkansas .
Mrs. W. T. Ellis, owner, has closed the Honey
Theatre at Indianola. Miss., for repairs.
AT AIP CONVENTION — Franchise
holders for .American International Pictures
met with members of the company's
home office sales force at the recent AIP
convention in Los Angeles. In the photo
above, left to right, seated: Mark Tenser,
Frank Shindler and Harry Levinson of
the AIP sales force in Los Angeles.
Standing, left: N. P. Jacobs, Los Angeles
franchise holder, and at right, Mel
Evidon, Memphis franchise holder.
Second Week of 'Kwai'
Tops Memphis at 230
MEMPHIS — "The Bridge on the River
Kwai" continued to set the pace for Memphis
first runs. The second week of the film at
Warner Theatre did 230 per cent, "The Long
Hot Summer" did 50 per cent above average
at the Malco Theatre.
(Average Is 100)
Malco The Lonn, Hot Summer (20th-Fox) 150
Palace Run Silent, Run Deep (UA) 160
State Merry Andrew (MGM) 100
Strand Darby's Rangers (WB) 80
Warner The Bridge on the River Kwai (Col),
2nd wk 230
Abraham Solomon Estate
Estimated at $200,000
CHATTANOOGA—Abraham Solomon, local
theatre executive who died February 15,
the bulk of his estate, estimated at more
left
than $200,000. to his son and daughter and
made nine bequests to religious, educational
and charitable organizations.
The executors' petition valued Solomon's
estate at more than $100,000 in personal
property and approximately $100,000 in real
estate. Solomon willed $10,000 to his wife
Gertiude and his equity in their home, his
automobile, personal efefcts and household
furnishings. The remainder of the estate was
divided between Joel W. "Jay" Solomon, his
son, and Mrs. Sylvia S. Sadow. his daughter.
New Orleans Variety Party
Offers Several Big Prizes
NEW ORLEANS— Variety's special party in
connection with the recent membership drive
will be held Saturday (26i after a postponement
from April 12.
Among features of this party will be 56
special prizes including one to four trips to
Las Vegas, two Midnite Supper Club memberships,
a $100 registration for Las Vegas
National gin rummy tournament by the
local Variety Tent, a $10,000 accident insurance
policy and many prizes of annual passes
to various local theatres.
New Colquitt Theatre
Opens at Moultrie
MOULTRIE, GA.—The new Colquitt Theatre,
built to replace the old hou.se which
was gutted by fire in March 1956, has been
opened by Moultrie Theatres, Inc., owner,
and its colorful decorations have gained
many appreciative comments from local
residents.
The theatre lobby is finished in stained
oak, with solid oak doors, while the adjoining
foyer is dominated by a Venetian mural, a
reproduction of an oil painting, which covers
the entire wall between the twin entrances
into the auditorium. The mural depicts a view
of old Venice, complete with canals, antique
buildings and bridges. The foyer is trimmed
in coral vinyl plastic and the side walls are
done in green and coral to blend. Cove lighting
is used throughout and the floor tile is
life-time vinyl of green and tan.
Auditorium carpeting is in coral and beige
and rows of seating have been spaced to 40
inches. The auditorium waterfall-type curtain
is of gold and white damask.
The stairway to the balcony and second
floor women's lounge is carpeted and the
walls are finished in vinyl plastic with a
burlap-like pattern. The lounge has been
furnished with contemporai-y furniture and
both restrooms are finished with ceramic tile.
File
Third Petition
ORMOND BEACH, FLA. — The North
Peninsula zoning commission has received a
new petition for permission to open a drivein
theatre from W. O. and D. C. May,
brothers. Two previous petitions by the same
men have been denied for a theatre just
north of the Ormond Beach city line.
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BOXOFFICE April 21, 1958
SE-1

. . Tom
. .
. . PST
NEW ORLEANS
Dene Brunet jr., operator of the Famous
Theatre, is capitalizing on adversity by
usInR the theatres safe, which wa-s just about
demolished by pick axe-wieldinR thieves, to
exploit his forthcominK showing of "The
Safecracker." The robbers were successful in
breaking open the door and removed $1,100
in rent Brunet hivd received from tenants
living in his apartment house in the city's
uptown section. Brunet placed the demoltalk
about
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Manufacturers
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Distributars
Upholstery fabrics
and general seating
supplies
ished safe on display in his lobby as a most
realistic means of calling attention to "Tlie
Safecracker" play dates . Neely sr.,
NTS manager, was in Laiayette on business.
"The BridKo on the River Kwai" continued
to draw crowded hou.ses in its third week
here and nominees and winners in all categories
were pulling heavy grcxsses at neighborhood
theatres, several winning extended
holdovers. "Tliree Faces of Eve" was setting
new house records everywhere shown in the
territory, as patrons sought closer acquaintance
with Joanne Woodward. Sayonara.
Witness for the Prosecution. Peyton Place.
Old Yeller and Don't Go Near the Water were
other films drawing very good crowds.
Columbia, Loews, Paramount, United Artists,
Universal, Warner Bros, and 20th Century-Fox
each filed a distributor's percentage
suit in U. S. District Court, Biloxi, Miss.,
against Henry Meyers, operator of the Harlem
and Avenue theatres, Biloxi . . , William
Suder. who was in charge of the Aimy and
World II and moved to Atlanta with the
Air Force motion picture service
War
here during
transfer of the regional offices to that city.
has been promoted to the New York regional
offices . . . Joy's Theatres reopened the Leo
Drive-In, Shreveport, for weekend operation
only. If business should increase in summer
months, operations may be extended to additional
days.
Sid Fuhrman advised Transway because of
the decline in attendance he has closed the
Madison, Madisonville—ready to reopen, however,
if the summer tourist trade is good. Sid
will continue operations at the Mandeville,
Mandeville. La., also a summer re.sort town
but with a fairly large population of yearround
residents ... Ed Langhetee, Transway's
field representative, was on an extended
trek visiting with exhibitors in upper
Mississippi and the Bayou country in Louisiana.
Mitzi Gaynor, who costarred in "South Pacific,"
will be here May 1 for the film's gala
opening at the Panorama . . . Rene Brunet
jr., accompanied by his mother, went to Beaumont,
Tex., for a pre-Easter visit with his
brother Malcolm and family. The Malcolm
Brunets then returned here with their visitors
and the entire group went to Mobile, Ala.,
for a torn- of the Belingrath Gardens .
J. T. Michell, owner-operator of Mitchell's
Drive-In, Hammond, stopped in at the National
Theatre Supply as part of a Filmrow
visit.
Mrs. Bertha Watkins Shinn, mother of Edgar
Shinn. Paramount salesman, died Thursday
(10). She had made her home with her
son here for the last year and a half. Burial
was in Salisbury, N. C.. her native town . . .
The
chone.
WOMPI recently
UA typist clerk
inducted
. . . Frank
Janet Bis-
Watkins,
owner of the Fox, Summit, Miss., was in
charge of the program of festive activities
at the town's three-day centennial celebration
... An unusually large crowd of 'Variety
and auxiliary members, distributors, exhibitors
and members of other phases of the
industry accompanied WOMPI members on
their pleasure ci-ulse on the steamer President
Friday night Uli. Dancing was one
of the many jjopular features of the cruise.
. . . Mrs. Paul Mipro
Gordon Bradley, Paramount's southeast division
manager, was here to direct an exchange
.sales meeting
W!us the first-place winner in the Pines 'Village
Garden Club's Garden-of-the-Month
. . . Shirley
contest. Her husband is Tran.sway's office
maniiger and general auditor
Mclntyre. .secretary to T. G. "Teddy" Solomon,
head of Solomon Theatres, man-led
Jerome Thames April 5 at McComb, Miss.
MIAMI
The art show which has been on view at the
Mayfair Ait Theatre for the past two
weeks has been moved to the Parkway.
Twenty tempera paintings by Sandra Goldman,
art teacher in the Miami Beach recreation
program, have been hung for the coming
two weeks . . . Wometco printed its ad
on that long-playing Mayfair Art Theatre
picture, "And God Created Woman, "
upside
down in the Sunday papers. "Inside out or
upside down," read the copy, "she's the thing
to see!" The picture is also playing the
neighborhood Surf.
In connection with its showing of "Raintree
County." the Turnpike Drive-In is publicizing
its Super-X arc lamps which the theatre
claims give a 50 per cent brighter picture
than can be found on any other drive-in
screen in this area. "Give your eyes a treat,
and see," the management advises . . . Mi-s.
Lillian Claughton, of the theatre chain, took
office recently as treasurer of the Miami-
Dade County Chamber of Commerce. She
is the first woman to hold office in the
chamber's 51-year hi-story.
Reading that the neighborhood Coral Thetre
planned a Saturday program for the children,
consisting of twenty-five cartoons plus
"Merry Andrew." made parents wonder if
their small fry would be there for the weekend
. . . Manager James Harnett of the downtown
Olympia Theatre was a happy man during
the Easter holidays. His son Tom was
home from Davidson College. Bamett said
his first request was for a pass to "Marjorie
Mornlngstar"
. was the high bidder
for "Run Silent, Run Deep" . . . Caplan's
Variety Theatre forked over free tickets to
the girl friends of all motorcycle riders who
arrived to see the cun-ent booking of "Motorcycle
Gang" and "Sorority Girl."
Jack Bell called a meeting of the Committee
of 1,000, whose project It is to raise $100,-
000 for Variety's Children's Hospital. Tlie
meeting would be strictly organizational, he
assured everyone, with no requests for donations.
But when Bell arrived at the meeting
Jack Leonard and Art Bruns had picked up
the luncheon check in advance. They were
followed by Robert Pentland's announcement
he would give $5,000. Bruns, Leonard, Bill
Scully and Sidney Meyer duplicated this donation.
Other pledges were quickly made by
Hal Pelton, Jack Cleary, George Coury, Jim
Cerniglia and Rocky Marciano. Some $45,000
in pledges resulted, plus the announcement
that Variety would receive a $6,000 architect's
fee.
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SE-2
BOXOFFICE April 21, 1958

. . . Henry
. . The
. . Mildred
. . Four
Phone:
Robert Bostick and Wife
Off to Variety Conclave
MEMPHIS—Mr. and Mrs. Robert Bo.stick
left Tue.sday for New York. Saturday they
will fly to London to attend the International
Variety Club convention. Bo.stick, southern
manager of National Theatre Supply Co., is
an international officer of Variety.
In London, Mr. and Mrs. Bostick will have
dinner with Lord Mountbatten, the Earl of
Burma.
From London the Bosticks will fly to Nice.
Monte Carlo, into Italy, Switzerland and
Germany where they will take a trip down
the Rhine. They will go to Holland for the
tulip festival and then go to Pai-is. They
plan to return home around May 21.
Art Theatre Still Devotes
Matinees to Youngsters
HARTFORD — William Murphy, resident
manager at the suburban Cine Webb for
Lockwood & Gordon Enterprises, isn't out
to neglect his youngster trade, despite the
fact that the theatre is now on a first-run
art film policy.
Murphy is continuing to show special kiddy
attractions on Saturday matinees and, as added
promotional stunt, he asks youngsters to
bring weekly herald (printed in different colors)
to the matinee performance. Those presenting
heralds in color chosen for a particular
Satm-day are admitted free.
'Man of West' Title Tune
To Be Given a Pretest
HOLLYWOOD—Something new in the
handling of theme music for a major motion
pictm-e will be tried out by Producer Walter
Mirisch with his UA production of "Man
of the West," Gary Cooper starrer. Julie
London, who stars in the western, will record
a title tune composed by Bobby Troup, which
will be pretested with a few key disc jockeys.
Depending on the reaction of the public and
the deejays, Mirisch will determine how best
to integi'ate the music in the film score or
whether it would be better used behind the
main or end titles.
Work Ahead on Rivoli
MYRTLE BEACH, S. C—Interior work is
under way on the new Rivoli Theatre which
is being built here on Chester street near
Ninth avenue. Name of the new theatre was
changed to the Rivoli from the previously
announced Beach. Exterior work is nearly
completed.
Record Award Entries
OTTAWA—Charles Topshee, chairman of
the Canadian film awards committee of the
Canadian PUm Institute, has announced a
record entry for this year's competition, with
87 motion pictures and 55 television commercials
from 27 producers in the Dominion. The
results will be revealed shortly.
ATLANTA
. .
TTniversal general sales manager Hi Martin
was in for a brief conference with division
manager Pete Dana and district manager
James V. F^-ew. Martin went to Miami
from here .
Theatre, Ringgold,
Ringo
was reopened April 1 by Roy Hullender .
William H. Suder, former office manager of
the Atlanta regional office of the U. S. Army
Motion Picture Service, has been promoted to
manager of the New York regional office.
Suder's successor here has not as yet been
named.
. . . Jack
.
H. P. Vinson jr. is now doing the buying
and booking for the Frankhn Drive-In,
Franklin, Tenn., for owner Harold Ru.ssell.
The account was formerly handled by C. H.
"Chick" Kuertz of Nashville. Vinson is
owner-operator of the Sundown and Dan
Dee drive-ins, Columbia, Tenn.
Dumestre jr. of Southeastern Theatre Equipment
Co. was in St. Joseph's Hospital for
observation Castleberry, Martin
circuit booker, is back at her desk following
a bout of flu.
. . Betty and Al
R. M. Kennedy of Kennedy Theatres, Birmingham,
and his family have returned from a
spring vacation at Havana .
Rook of Film Booking Office have returned
from a busine.ss and pleasure trip to Florida
Webb of the Marengo and Grove
Drive-In, Demopolis, Ala., stopped here
briefly en route to a cotton convention at
Miami . . Other visitors included Bob
Hosse,
.
Crescent official, Nashville: J. M.
Miller, 78 and Manchester drive-ins, Jasper,
Ala.: Clyde Cannon, Rabun, Clayton and
Tiger Drive-In, Tiger: A. R. Gary, West End,
Birmingham: W. A. Bowers, Warrior, Warrior,
Ala.: Mrs. W, E. Blue. Jackson Drive-In,
Jackson: Mj-s. H. H. Diggs. Twin City Drive-
In, Bluff City, Tenn., and Phil Richardson,
McLendon Theatres, Union Springs, Ala.
A Moody AFB airman who has been charged
with burning the base theatre is being held
by base authorities. He has been formally
charged with arson . theatres—the
Rialto, Loew's Grand, Paramount and Buckhead—tied
in with a local department store's
fine foods festival. Every 100th customer who
walked through a booth received a free
ticket to one of the four theatres . . . The
monthly WOMPI board meeting was held
Monday (14i
Club.
following dinner at the Variety
TV Set Sales Drop
OTTAWA—The sale of
television sets continues
to fall off in Canada, according to a
government trade report. The total of 32,971
for January was down 14 per cent from the
figure for the same month in 1957. The sales
of radio receiving sets al.so dropped 22 per
cent, the figure for last January being 45,867.
Radio set sales were increasing in 1957, but
also have declined.
'St. Louis Blues' Opening
Aids Handy Statue Fund
MEMPHIS—"The St. Louis Blues," a film
biography of the late Prof. W. C. Handy, of
Memphis, daddy of the blues, opened at Uie
Strand Theatre in Memphi-s April 18 with all
the proceeds going to build a memorial here
for Handy. A park and a theatre now are
named for Handy.
The Handy fund is being rai.sed to erect a
statue of the Father of the Blues in Handy
Park on world-famous Beale street where
Handy wrote his famous blues songs.
The Handy fund at present .stands at
$1,742. Gifts are accepted in Memphis by
Mayor Orgill or his committee.
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BOXOFFICE April 21, 1958 SE-3

. . Out-of-towners
. . Martha
i'
JACKSONVILLE
•Ted C'hapeau, an executive of radio station
WZOK who was known to local radio
listeners for the last 25 yeai-s (or his humorous
characterization of "Old Lazy Bones," died
here on Sunday morning (13> soon after a
brief illness had been diagnosed as leukemia.
A vigorous and friendly personality, Chapeau
had served as master of ceremonies at hundreds
of local civic affairs and motion picture
functions. A former chief barker of Variety
Tent 44, he was a leader in Variety
Blind Children's Foundation and the Heart
Fund and he was a principal organizer and
president for two t^rms of Variety's Jacksonville
Fair Ass'n. which has produced the
city's biggest annual attraction for the past
three years, the Agricultural and Industrial
Pair.
Local filmpoers WTre offered no new motion
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pictures the weekend of April 11-13 as flrstnin,
downtown theatres kept their same programs
for a -second week. "Tlic Long, Hot
Summer" continued its strong run at the St.
Johns, "The Young Lions" was held over at
the Florida, the second run of "Peyton Place"
was continued at the Imperial and "Run
Silent, Run Deep" went into a second week
at the Five Points. For the first time, the
Town and Country Theatre managed by Jim
Frazier played the .same sub-run film day
and date with other local theatres. "The
Brotheis Karamaaov" opened simultaneously
at the Town and Country, normally a firstrun
house, and at the Edgewood, San Marco
and Atlantic Drive-In.
E.xhibitors faced heavy competition on Sunday
(13
1 when the Jacksonville Beach boardwalk
had its formal summer opening and
parade and "weekend warriors" of the Jacksonville
Naval Air Station put on a free air
show for thousands.
. . . Returning to work
Mrs. Thomas P, Tidwell, wife of the 20th-
Fox manager, returned from a stay of several
weeks in Kirbyville. Tex., with her sister,
Mrs. J. D. Wickline, following the death of
the latter's husband
at 20th-Fox after undergoing operatiorLs in
local hospitals were Marie Alderman, Mary
NewTJort and Lona Abdell . . . Jane Weeman,
U-I staffer, was recovering from an attack of
measles.
. .
.
Jack Rigg is now booking for Joe Sirugo's
Islander Drive-In at Key West and Floyd
Stowe is the booker for Gerald Abrew's Riviera
Drive-In, also at Key West . The local
20th-Fox branch, managed by T. P. Tidwell,
took first place in the recent Alex HaiTison
Testimonial drive, ending March 29, against
the competition of 38 other domestic branches
of 20th-Fox at local
exchanges were Jimmy Biddle. Pay Theatre,
Jasper: Mrs. A. H. Gathrop, Linda Drive-In,
Palatka, and E. C. Kaniaris, Beach Drive-In,
St. Augustine . Brooker is the new
contract clerk at Universal.
RESEARCH
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The MODERN THEATRE
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825 Van Brunt Blvd.
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4-21-58
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n Coin Machines
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Sound Equipment
n Decorating I— Television
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Montreal Salutes Hope
At 'Holiday' Opening
MONTREAL—Bob Hope aiTived from Seattle
Thursday (3) 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. Hope had attended
the Seattle opening of his picture at the Coliseum
Theatre AprU 2.
The .showing of "Paris Holiday" at the
Capitol was preceded by a dinner and reception
in honor of Hope at the Ritz Carlton
Hotel under the patronage of Onesime
Gagnon, Lt. Governor of Quebec. The reception
committee wa.s headed by Maurice
Foi-get, provincial president of the Canadian
Cancer Society; Andrew- Armstrong, general
campaign cliairman, and Gordon McGregor,
president of Ti-ans-Canada Airlines.
Began Acting at Age of 5
In the United States only a year, Ziva
Rodann, who plays a role in Paramount's
"Showdown at Gun Hill" began acting when
5 years old.
n Other Subjects
Theatre
Seating Capacity..
Address
City
State
Signed
Postage-paid reply cards for your further convenience
in obtaining information are provided in The MODERN
THEATRE Section, published with the first issue of
each month.
SE-4 BOXOFFICE :: April 21, 1958

. .
Interstate
. . After
Regional Ass'n Idea
To Oklahoma Board
OKLAHOMA CITY—The new board of the
United Theatre Owners of Oklahoma, headed
by J. S. Worley of Shamrock, Tex., held its
first meeting at Hardy's steak house, inaugurating
midweek sessions instead of tire first
Monday of the month as in the last several
years.
Worley was elected to his second term of
mayor at Shamrock at the city election
April 8.
Worley indicated the general line of activity
his administration would follow. Red
Slocum, executive secretary, reported on thi'ee
conventions he attended—the TOA drive-in
meeting in San Francisco, the combined Kansas-Mis.souri
Allied and TOA Show-A-Rama
in Kansas City and the meeting of the Ai-kansas
Independent Theatre Owners in Little
Rock.
Slocum read a letter from M. B. Smith,
serving his second term as president of the
Kansas-Missouri Theatre Ass'n, suggesting
that a regional organization be formed of
theatre owners in Oklahoma, Arkansas, and
the Kansas City. St. Louis and Omaha exchange
territories.
Bill Slepka of Okemah reported that he
had persuaded the promoters to switch the
local talent shows which had been held in
the high school auditorium to his Ci-ystal
Theatre. The latest switch was be the fire
department, which retained Ray Goestch of
Midwest City, Okla.. to put on a Hypnorama,
in which an hypnotism and magic act was
hired to supplement the home talent.
The next meeting will be held Thursday
May 1.
Directors present at the meeting besides
Worley were: Benson Dean, secretai-y. Video
Theatres manager, Ai-dmore; treasurer.
Claude Motley, Video home office: vicepresidents,
Paul Stonum of Anadarko. Johnny
Jones of Shawnee and Dick Thompson of
Thompson Theatres, Oklahoma City and
Healdton: Johnny Pagan, Borger: Prank
Little, Ada: Weldon Brown, Nowata; Vance
Terry, Woodward: H. D. Cox, Binger: Jep
Holman, Lindsay: Woody Sylvester, Stillwater;
Bill Slepka, Okemah: Bernard J. Mc-
Kenna jr., Norman. Absent were vice-president,
Charles Pi'octor, Rowley United Theatres.
Muskogee; Earl Snyder, Tulsa; Henry
Simpson, Bristow, and Norman Pj'ager, Oklahoma
City.
Visiting Admiral Asked
To 'Run Deep' Screening
WICHITA PALLS. TEX.—Learning that
Rear Admiral W. G. Shindler was scheduled
to appear at Midwestern University here
Wednesday night (2) for a speaking engagement.
Trans-Texas Strand manager Fred
McHam arranged a special screening of "Run
Silent. Run Deep" in his honor the following
morning. Shindler heads the 8th Naval District
which includes Texas. Ai-kansas, Oklahoma
and New Mexico. Also in attendance
for the premiere showing were several local
Navy personnel and their wives. McHam repeated
the .same feature as a sneak preview
Friday night for his general patronage in
addition to the return showing of "The Three
Faces of Eve." The Strand is the only theatre
on Scott street.
New Soundtracks Are
Suggested
For British and Some U.S, Oldies
DALLAS— J. Tillman Orr, co-owner of the
suburban Plaza Theatre here, believes that
British-made films and some domestic reissues
would fare better at his boxoffice if
the producers would re-record the soundtracks
for better patron-comfort in understanding
the dialog.
"We run a double feature policy with three
program changes weekly here and quite often
it is necessary for us to book English-made
pictures and reissues to fill out the program,"
Orr said. "And. especially with the English
product, we have found that our patron potential
shies away from them because they
have so much difficulty catching the meaning
of the actor's speech.
"We have noticed the expert dubbing of
some of the Prencli and Italian featui-es
which have been cut so that the lip-sync is
not too distracting. Why. then, can't the
English producers who distribute their product
in this country re-record the soundtracks
using American actors to speak the dialog?
Certainly, there would be little or no difficulty
in syncing the lip movements, since we
basically speak the same langnage. and it
would clarify the entertainment quality of
the pictures for the American audience. By
putting a little patron education behind the
SAN ANTONIO
Anne Baxter and Douglas Fairbanks jr..
made personal appearances at the Aztec
Theatre with their new picture. "Chase a
Crooked Shadow" .
city manager
George Watson and publicist Jack Chalman
spent two days in the Dallas home office of
the circuit for meetings of city managers
and publicists . . . Emery Stautzenberger.
former Aztec Theatre employe, was home on
leave from the Navy. He is assigned to the
destroyer USS Cogswell.
Raymond Willie jr., son of Raymond Willie.
general manager, was in
Interstate assistant
town on business. Young Willie is advertising
manager ot Penland Distributors. Inc..
and was here with other officials of that firm
and heads of the Cream of Kentucky Distilling
Tommy Powers. Cinema Arts
Co. . . . city manager, was jubilant over the holdover
runs of "The Three Faces of Eve" at the
Josephine and "The Bride is Much Too
Beautiful" at the Laurel.
Stagehand Ernest "Frenchy" Blencourt of
the Majestic was in a local hospital for a
checkup . . . Earl Abel, owner of Earl Abel's
restaurant and former organist at the Texas
Theatre during the Publix Theatre days, returned
from a visit to California.
Barry Truex, who has a featured role in
"Dragstrip Riot" and who is now stationed at
Brooke Army Hospital, dropped by to chat
with Doug Naylor. manager of the Texas
dubbing (promotion) we feel sure our paying
public would soon accept them as normal
American entertainment and they wouldn't
bj KO hard to sell. We wouldn't have to try
to hide the 'British-made' copy on the post-
.ers and trailers and the distributors would
certainly make more money with them, too.
The expense of rcdubbing would more than
justify, it would .seem to us."
Orr also had a similar idea in regard to
certain reissues that were made when .sound
was just beginning to be perfected and suffered
in later years from poor recordings.
"No doubt, one of the greatest aircraft piclures
about World War I ever made was
'Hell's Angels' with Jean Harlow," Orr recalled.
"When Howard Hughes made it during
the fading days of the silents. he achieved
battle .scenes in the air that have never been
duplicated since. But I saw it again .several
years ago and it was marred greatly by the
poor recording. I think if Hughes were to pull
that picture out of the vaults again and completely
redo the soundtrack from beginning
to end. we could sell it to the public as a
special. Television should never get that picture,
regardless of its age. because there could
be many more dollars taken in at the boxoffice
on it with a little sound help."
Theatre. Barry is the son of actor Ernest
Truex . an illness of several weeks.
Pat Harris has returned to the Majestic boxoffice
, . . Hii'am Parks, owner of El Capitan
Theatre, Lone Star Drive-In and others in
Lubbock, was in, visiting and booking at
Clasa-Mohme.
Magnani, Franciosa Team
For 'Orpheus Descending'
HOLLYWOOD—Anna Magnani and Anthony
Franciosa will star in Tennessee Williams'
"Orpheus Descending." to be produced
by Martin Jurow and Richard Shepherd for
United Artists release with Sidney Lumet
directing.
"Orpheus," which the author penned for
Miss Magnani, but which she was unable to
play on Broadway because of other commitments.
wUl be her fii'st American film
since last year's "Wild Is the Wind."
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BOXOFFICE April 21, 1958 SW-1

OKLAHOMA CITY
J^r.
.111(1 Mrs. .Murris Loweiistein left Okllllioma
City by plane Tue.sday il5i for New
York, from which point they new to London
Sunday (20>. Morris recently wa.s elected a.s
a delegate to the Variety Clulxs International
convention which opens on Tue.sday i22) for
four days. He will represent Variety Club of
Oklahoma and will make the heai't report for
Tent 22 and attend other functions. From
London they will plane to Belgium and attend
the festival at Bru.ssels and then on to
Holland. Germany. S\vitzerland. Italy. Monaco
and France. They hope to see the former
Grace Kelly, now Princess Grace, on their
visit to Monaco. They will arrive back in New
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in following sizes. 24/1.") ounce and O/IO
(6 pounds, 8 ounces per can).
Alamo Concession Supply Company
San Antonio
Associated Popcorn Distributors Dallas and Houston
Cohen Candy Company
Houston Popcorn & Supply Company
Dallas
Houston
Corpus Christ! Concession Supply Company Corpus Christi
Logan Concession Supply Company
Modern Sales & Service Company
Panhandle Popcorn Company
Tulsa
Dallas
Plainview
H. G. Townsend Company Shreveport
ATCO FOOD COMPANY
2921 Commerce • Dallas
York on May 29 and hoije to arrive back
home on or about June 1.
Ollle Brownlee, 57. longtime theatre owner
and operator, died here April 10. ending a
career of 40 years in the theatre business.
Many of these years were with Griffith
Amusement. Consolidated Theatres and Malco
Theatres in Memphis. Teiui.. and Fort
Smith. Ark. Ollie came to Oklahoma
City in 1951 and purchased the Ritz Theatre,
a suburban hou.se. He was forced to give up
the operation about three years ago due to
illne.ss and had t>een in ill health since that
time. He was a member of Christ Methodist
Church here and was a Mason and Shriner,
He was a member for years of the Theatre
Owners of Oklahoma, and when United Theatre
Owners of Oklahoma was formed, he
became a member of the board of directors.
Funeral services were held at Chi-ist Methodist
Church Friday (11 1 and the body was
taken to Valley View, his birthplace, for burial.
One of the active pallbearers was Bob
Browning, longtime employe of Video Theatres
and Griffith Amusement. Honorary
pallbearers, all from Filmrow. were Harry Mc-
Kenna. Red Slocum. Jake Watkins. Sam
Brunk, Claud Motley, Eddie Thorn, Jim O'-
Donnell and Charles Novey. Survivors include
his wife Pauline, a son Thoinas, a daughter
Trudie Jo. his mother. Mrs. Laura Brownlee,
Valley View, and three brothers, Frank of
Dallas. Cecil and Henry. Valley View.
Exhibitors seen on Filmrow included Lee
Guthrie. Rogue. Wheeler. Tex,; Lamar Guthrie.
Rogue, Erick: O, K, Kemp. Victory. Poteau:
Melvin Loftis. Ritz, Altus; Allendar
Scott, Dream. Tahlequah: Bob Downing.
Crown and Cardinal Drive-In. Collinsville;
V, B. Van Horn, Joyce Drive-In, Pryor; J. E.
Jones. Sand Springs Drive-In. Tulsa; Eddy
Erickson, Frontier Theatres, Dallas, booking
for the K. Lee Williams circuit of theatres
in Oklahoma and Arkansas, and Cecil Davis,
former exhibitor at the Yukon and Coronado
Theatre here.
W. E. Jones, who operates theatres in Sand
Springs and Skiatook, was on the Row booking
tor the Nusho Theatre. Broken Arrow.
Jones and his partner Bill Strieker are taking
over the Nusho from A. R. Walker who
has been operating theatres for many years
in Broken Arrow. The transfer will be effective
May 1 . . O. L. Smith of Marlow,
.
Alamo. Mar and Longhorn Drive-In reports
his wife is recuperating from a bad fall. She
slipped on ice as she was getting out of the
family car and broke a leg in five places.
Smith says she will have to wear a cast for
many months. She was hospitalized two
weeks.
Vi Skelton, contract clerk at Warner Bros.,
is in St. Anthony's Haspital recuperating from
a minor operation on her throat. She will
probably be aw^ay from the office
for several
weeks. Glemi Kelley at WB has been promoted
to the bookers desk from head shipper.
He replaces Eddie Greggs. who resigned
to accept a salesman's job with United Artists,
Bud McDonald has been promoted to head
shipper and Raymond Revels has been put
on the payroll as assistant shipper,
Walter Shuttee has taken over the Bison
Theatre from Don Cole, who has been operating
the theatre for several years. Shuttee
.shuttered the theatre lor repairs and has
lea.sed It to T, V. McDowell, who had been
managing the hou.se lor Cole. The theatre
was reopened April 11, Cole is living in El
Reno and will continue his asjiociation with
a manufacturing company in Detroit.
Norman Prager, resident manager of
Cooper Foundation Theatres here, has been
in Lincoln and Omaha. Neb,, for the last
three weeks helping the company get started
on its operation of eight theatres, which it
bought recently in Omaha and Council
Bluffs, Iowa, He expects to be gone another
two weeks, Farris Shanbour. Prager's righthand
man has taken over in his absence the
operation of the three local theatres, the
Criterion, Harber and Tower.
Variety Tent 22 held its foui'th meeting of
the season on Monday (7i. Routine business
was taken up and a committee was appointed
to work out a new food and lease deal with
tile management of the Biltmore Hotel, where
the club's headquarters are located on the
24th floor. As soon as a report can be given,
a special meeting will be held to discuss terms
of a new lease. Question of holding the annual
golf tournament in June was discussed,
but as time would not permit, it was laid
over until the special meeting is called. Red
Slocum. chief barker, presided with nine
members present. The Tent 22 delegate to
the Variety Club International convention in
London. Morris Lowenstein, was given credentials
and bid "bon voyage."
Joins Miss. TV System
CUERO. TEX.—Bob Lew'is. manager of the
Rialto and Cuero Drive-In here since June
1956. has joined the Clarksdale Community
Television System at Clarksdale, Miss., and
has been replaced here by Leslie Veach,
former assistant manager at a Pampa, Tex.,
theatre.
Fireworks for Airer Debut
BONHAM, TEX,—The Bonham Drive-In
opened Its 1958 season with a 20-minute
fii-eworks display, free gifts for the children
and for the driver of each car entering the
theatre grounds. Morris Gotcher is manager
of the drive-in.
Philip Leacock has been selected to direct
UA's "The Rabbit Ti-ap." His most celebrated
direction success in this country will be remembered
as "The Little Kidnappers."
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SW-2 BOXOFFICE April 21, 1958

Columbia Films Closes
Its Exchange in Houston
HOUSTON — Columbia closed its local
branch April 12 nnd assigned all business in
this area to the Dallas exchange. Jack Judd
of Dallas, district manager, and H. C. Kaufman
from the New York office were here supervising
the closing. Jack Underwood, manager
of the local branch, retired, and returned
to his home in Dallas. Office manager
Jinr Hudgens has been transferred to Atlanta
to fill a .similar post. Bob Mann, salesman
headquartered at San Antonio, was released.
Stanley Zimmerman will continue to
service the Houston area from the Dallas
office.
It is reported that some of the office personnel
here was offered jobs in Dallas, but
preferred to remain in the Houston area.
Hudgens has gone to get settled in Atlanta
while Mrs. Hudgens remains here until they
have been able to dispose of their home at
3811 Linklea Drive.
It is understood that furnituj-e and equipment
from this office was sent to the Memphis
and Dallas offices.
HOUSTON
TLTomcr McCallon had a rousing opening for
•Run Silent, Run Deep" at Loew's State
with the Navy band from the Corpus Christi
Naval Air Base on stage . . . The Uptown
Theatre, the Horwitz house being leased to
Rowley United Theatres, will show its last
regular motion picture May 15. Fred Cannata,
general manager for Horwitz, was in
Dallas recently to buy pictui-es which will
be shown around the corner from the Uptown
at the Iris, which will take on the Uptown's
second-run policy. Cannata said the Iris
would be entirely revamped and improved.
While in Dallas Cannata viewed the Todd-
AO film which will open at the Uptown on
June 26, after the theatre's $100,000 improvement.
Dick Wygant, cui-rent manager
of the Uptown, is expected to go with the
Rowley organization. Joe Valenti, manager of
the Iris, will remain in that position.
Lowell Bulpitt is new executive secretai-y
of the Central Park Business Ass'n which is
that area siu-rounding the Boulevard Theatre,
which Bulpitt manages . . . The Greater
Houston United Theatre Ass'n held a luncheon
meeting Tuesday (8i in the Texas State
Hotel. Alvin Guggenheim, manager of the
Yale and Broadway theatres, is president of
the organization.
Opens Gowrie, 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 wiU be
screened each week on Friday, Saturday and
Sunday.
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DALLAS
John Rosfiificld, dean of southwestern film
critics, broke his left ankle last week and
is getting around on crutches. He is the
former amusements editor of the Dallas
Morning News, and still reviews films.
Dutch Canuner, Empire Pictures salesman,
was on a business trip to Austin and southern
cities of Texas while boss Bob O'Donnell
and salesman Walter Penn attended the
press premiere here Monday (14) of Todd-
AO's "South Pacific" at the Wyimewood, a
de luxe Rowley United Theatres' suburban
house . . . Incidentally, the "press and trade"
.showing of "South Pacific" filled the 944-
seat Wynnewood with press, radio and television
reporters, and exhibitors in the north
Texas area. The press screening was flawless.
The Wynnewood was closed Tuesday
(15), preparing for the lavish $25 per ticket
charity benefit held Wednesday. The "black
tie" affaii' had Mi-s. George P. Skouras,
Prances Nuyen, Cleo Moore, Margaret O'Brien,
Linda Darnell, Don Murray and Carmen
Cavallaro in attendance at the benefit for
Boys Towns of Italy. The midnight cocktail
party and buffet supper, with a show by
Carmen Cavallaro and comedian Jackie
Miles, was previously announced as a live
telecast by local station WFAA-TV, but plans
were canceled and there was no telecast.
R. W. "Pinky" Pinkston of Hardin Theatre
Supply Co. drove to Alpine to install equipment
for the Twin Peaks Drive-In, owned by
Joe Davidson . . . Esther Williams appeared
at the local tenth annual sports, boat and vacation
show Monday at the exhibitor booth
which distributes her swimnring pools in
this area. Miss Williams is president of International
Swimming Pool Corp. . . . Norm
Levinson, MGM southwestern press representative,
went to Hollywood to confer with
Howard Strickling on the campaign for "The
Sheepman," stai-ring Glenn Ford.
David A. Shapiro, who is executive secretary
of the Texas Drive-In Theatre Owners
Ass'n, as well as holding other executive posts,
has now been named executive secretary of
the Texas Tool and Die Manufacturers Ass'n,
composed of 34 tool and die contractors in
the Dallas-Fort Worth ai-ea . . . R. I. Payne,
president of Theatre Enterprises, was elected
president of the Gonzales Warm Springs Rehabilitation
Foundation at the annual board
meeting on March 30. Payne has been associated
with the nonprofit, nonsectarian center
since 1947, and was chairman for the campaign
committee of the motion picture industry
in 1953, and has been a member all
the years it was active. The foundation provides
rehabilitation care for disabling accidents
and diseases such as cerebral palsy,
muscular dystrophy, multiple sclerosis, victims
of strokes and polio.
Drive-Ins in Edmonton
And Calgary Opened
EDMONTON—The drive-in season is getting
under way iir western Canada, with the
Sunset, Cinema Park, Chinook and 17th Avenue
drive-ins open in Calgary, and the Golden
West. Belmont. SkyVue. St. Albert, Starllte
and South Side drive-ins open in Edmonton.
The SkyVue is advertising in-car heaters, and
the St. Albert Drive-In will featiu-e buck
night Wednesdays at $1 a carload.
Darby Veteran at Miami
Stamps Okay on Film
MIAMI lii:.'\C'll Al Glick of FST's publicity
oil HI', phiyed host to Pete Callahan
and his family at the initial showing ol
"Darby's Rangers" at the Colony Theatre.
Callahan is the only known member of the
famous Rangers living here, and he voted
the picture •toi>s." He considered it authentic
in presentation and fine entertainment as It
played up the more humorous moments in
the lives of the Rangers. Paul Bruun. amu.sements
editor of the Miami Beach Sun, said
that Callahan "gave the newspaper an orchid
for catching the spirit of the movie in
its review."
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Alamo Concession Supply Company
San Antonio
Associated Popcorn Distributors Dallas and Houston
Cohen Candy Company
Dallas
Houston Popcorn & Supply Company
Houston
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
ATCO FOOD COMPANY
2921 Commerce • Dallas
BOXOFFICE April 21, 1958
SW-3

To Tolerate or Weed Out Lovers Lane?
That's the Question at Drive-Ins
DALLAS-^ex misbehavior is a. subject
few drive-in operators care to discuss, many
feeling that good manners— and good business—require
that it be discreetly ignored
unless it becomes too obvious. A number of
outdoor exhibitors In this area agreed that
they, no more than any other businessman,
have any intention or right to nose into the
private morals of their p)atrons.
However, the line has to be drawn somewhere
between the comparatively few who
don't mind making love in public places and
those to whom such activity is taboo.
The South Loop Drive-In is one operation
that has come to a decision— sti-ictly on the
side of the jnajority—the family gi'oup.
Owner I. B. Adelman and Manager Rex O.
Hudson have almost eliminated every opportunity
for indiscretions. Hudson has kept
careful watch over his patrons and weeded
out the "lover's lane" type in such a manner
so as not to offend anyone.
"We got rid of that t.ype element simply
by showing them there is no place for that
sort of thing here," Hudson .said. "When we
made it clear that we wouldn't tolerate any
foolishness, they just stopped coming out here
WICHITA FALLS
K report has come from Temple where Interstate
city manager J. E. Unger is a
patient at Scott and White Hospital that he
is suffering from virus pneumonia and discs
in his vertebra have disintegrated. Unger will
be there in traction at least four weeks.
Romer Bullington, co-owner and manager
of the Grant Drive-In. returned to work after
being out with the flu while his projectionist,
Robert Hayes, took a week off to visit a sister
in Fort Worth who is ill . . . The Carver
Theatre, formerly used for Negro patronage,
was burglarized Thursday ilOi after a school
dance with a loss of $45 and property items.
Manager Chester Blakely held "The Sad
Sack" witli "Pony Express" two extra nights
at Charles Weisenburg's Seymour Road Drive-
In.
Manager Bill Roten sneak-preview'ed "The
Long Hot Summer" with his regular double
bill at the State . . . State employes were very
shocked when they learned of the death of
former doorman and treasurer Billy Joe Elledge.
He had been transfeiTed to manage
Interstate's Queen in Abilene a few months
ago and was killed in an automobile accident
near Albany, last w-eek. Fourteen employes
attended the funeral here, as well as Wally
Akin. Abilene city manager, and Park Drive-
In Manager Jim Thorpe.
Harold Flemins bought a radio saturation
campaign for his nm of "King Solomon's
Mines" and had patrons standing in the rain
to buy tickets. This oldie went into holdover
time, too, at the city's newest and only suburban
indoor theatre.
Manager Johnny Ryan held over "Jet Pilot"
and "Tarzan and the Lost Safari" an extra
day after reporting he had the best Monday
gate with them over a period of months . . .
for any other purpose than to watch the
pictures and visit our snack bar. It was
done by keeping our eyes open and going
into action promptly to prevent calamity."
Thus, the South Loop remains at the top
grosswl.se at both the boxoffice and concession
sales. Tlie family trade lias steadily
increased, and no one has been shocked.
Hudson keeps his snack bar open until the
show is completely over, and has a policeman
on duty.
"I felt like I had succeeded when several
young gii-ls came out here recently, obviously
looking for boy friends. They soon left here,"
Hudson remarked, "but not without .saying,
'Heck, there are no boys (running loose) out
here!' "
There are a few ozoners here that operate
on a multiple feature policy who use adult
road show films and Hudson does not condemn
them. "There will be a loose-moraled
crowd anywhere you go. As long as the other
type of di-ive-in operates, the managers of
the family-type can shift them over to the
competitor They may have gained something,
we don't know, but we have certainly gained.
We got rid of them!"
Wichita projectionist Herman Vo.ss reported
the word-battle between Strand boothman
S. F. Weidman and State boothman Andrew
Scardino has been going on for several years.
But no blood yet. They see each other almost
daily and the scars are invisible.
D. Martin Leases Theatre
In Port Washington, Wis.
PORT WASHINGTON, WIS.—D.
Martin
of Milwaukee took over the lease of the
Ozaukee Theatre here March 31 when Bill
Robb, who had operated the theatre for
many years, retired from exhibition because
of his health. Martin leased the theatre
from Mi-s. G. H. Adam and Mrs. Frank
Hoff. He will follow a fulltime operation
policy.
Robb had been in the theatre business
here since 1917 when he assumed chaa-ge of
the Newvean Theatre. He ran it under that
name until 1919, when he changed it to the
Grand Tlieatre. The Ozaukee was built in
1924 and Robb operated it alone until 1927,
when he and another group operated in it
until 1929. In 1937, Robb leased the Ozaukee
to the Fox Corp. and lease was in operation
when he again took over.
Theatres in Shenandoah
On Commonweahh Lease
SHENANDOAH, IOWA—Robert B. Holdridge,
owner of the State and local drive-in
theatres has leased them to the Commonwealth
Theatre Corp. The chain will cease
operation of the State and will open the
drive-in about the middle of
April or whenever
the new screen now under construction
is finished. The late Bruce Holdridge and
his son Robert have operated theatres in
Shenandoah since 1918. The Commonwealth
Theatres own and operate the Page here with
Frank Kennedy as manager.
RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
Gentlemen:
4-21-58
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the following subjects for Theatre Planning:
n Acoustics

—
—
has
'Bridge' and Xions'
Lead Minneapolis
MINNEAPOLIS— It was a case again of
mostly holdovers as business continued brisk
for the stayers-on. The lone important newcomer
was 'Paris Holiday" and it did well
enough to join the long list of holdovers. It
moved from the Orpheum to the Pan for
the ensuing- week.
(Average Is 100)
Academy Around the World in 80 Doys (UA),
40th wk 125
Century Search for Paradise (Cineroma), 7fh wk. 175
Gopher Run Silent, Run Deep (MGM), 3rd wk. . .100
Lyric Lafayette Escodrille (WB) 85
Orpheum Poris Holiday (UA) 100
Pan— From Hell it Came (AA); The Disembodied
(AA) 80
Radio City The Bridge on the River Kwoi
(Col),
Stofe
5fh wk
Merry Andrew (MGM), 2nd wk
200
90
World The Young Lions (20th-Fox), .200
2nd wk. .
"Lions,' 'Marjorie Momingstar'
Tie With 250 in Omaha
OMAHA—Ideal spring weather for yard
and garden work or just driving in the country
could not compete with the fine bill of
fare at Omaha downtown theatres and every
picture grossed above average. Topping the
field were "Tlie Young Lions" at the Orpheum,
which more than doubled average
figures, and "Marjorie Momingstar" at the
Brandeis, which hit the same pace.
Brandeis Marjorie Momingstar (WB) 205
Omaha Jumping Jocks (Para); Scared Stiff
(Para), reissues 110
Orpheum The Young Lions (20th-Fox) 205
Stote Snow White ond the Seven Dwarfs
(BV), reissue, 2nd wk 110
'Snow White' 300; 'Kwai' 275
In Steady Milwaukee Week
MILWAUKEE—There was a steady tinkle
at the boxoffices throughout the downtown
area during Easter week. All houses were
grossing better than average. "Snow White
and the Seven Dwarfs" led for the second
week, with "The Bridge on the River Kwai,"
right behind.
Alhombro Dragstrip Riot (AlP);
Cool and the Croiy (AlP) 125
Palace Run Silent, Run Deep (UA);
Ride Out for Revenge (UA) 1 80
Riverside Snow White and the Seven Dworfs
(BV), reissue, 2nd wk 300
Strand Around the World in 80 Days (UA),
43rd wk 150
Towne Merry Andrew (MGM) 150
Warner The Bridge on the River Kwai (Col),
4th wk 275
Wisconsin The Young Lions (20th-Fox) 150
'Bridge' Setting Records
In St.
Paul Paramount
ST. PAUL, — "The Bridge on the River
Kwai ' the distinction of being the first
picture ever to hold over a fourth week in
this city's largest theatre, the 2,400-seat
Paramount. It's breaking the theatre's all
time boxoffice record, although in its second
week one night was out for the Basilio-
Robinson fight telecast.
Playing day and date with the Minneapolis
4,100-seat Radio City, "Bridge" pulled
stunning grosses its first three weeks here.
In Minneapolis, too. it looks like a safe bet
to break the Radio City record, held up to
now by "The Robe."
Inasmuch as the Twin Cities are virtually
one town, "The Bridge's" first three-week
boxoffice showing is considered all the more
remarkable in industi-y circles.
St. Paulites have been suiTirised at seeing
Paramount Theatre holdouts for the first
time in several years.
Facts on Teen Capers in Theatre
Leave Council Mothers Nonplused
MILWAUKEE— Informed that members of
the Better Films Council "wanted the facts,"
Hugo Vogel. executive secretary of the Variety
Club, painted a realistic picture of the
woes of an exhibitor trying to cope with
teenage patronage in a neighborhood theatre.
His picture, a distressing stricture on
parental guidance and discipline, invoked
sympathetic comments at the end of his talk
to the council, but that was about all; it
appeared that the general feeling was one
that the solution was really
of futility . . .
out of the parents' hands, too.
GIRLS
WORSE THAN BOYS
Vogel did not mince words.
"On Friday nights in particular," he said,
"the teenagers raise hell, and believe it or
not, the girls are worse than the boys! I
think it would be well worth your while,
instead of hearing about what the theatres
are doing to your children, to see what children
are doing to our theatres.
"I can cite you dozens of instances where
the parents, while knowing their children are
out, don't know exactly where they are. What
with the commotion those children make on
Friday nights, it has come to the point where
many of our adult patrons deliberately stay
at home, because they just can't take it any
more. They pay their hard-earned money to
see a good show, only to be disgusted with
the manner in which the kids cari-y on.
"Can you imagine how we exhibitors feel
when we see these good patrons walk out,
vowing they'll never come on a Friday night
again?
"It's in the neighborhood theatres, where
this sort of thing goes on, more so than at
the downtown theatres, although they too
have their share of headaches. If you've ever
attended a neighborhood movie on a F*riday
night, you have witnessed for yourself how
those teenagers will rise in a body, march
up and down the aisles, chanting, roaring
and simply making a nuisance of themselves.
"Or, another favorite of theirs, is to search
out the theatre for some of their pals. They
roam about annoying everyone. It's like a
stampede; showing very little regard for law
and order.
NO SIMPLE SOLUTION
"You say it should be a simple matter to
overcome? Well, we've tried every possible
approach; those known for their bad deportment,
we refuse to admit to the theatre.
And what do they tell us? 'Well, tonight I
came to see the show!' Imagine that: one
night for devilment; another to actually see
the show. You should see the condition of
those seats after one of those nights. We
wind up having to fix up 20 or more seats
which have been sla.shed in several places.
Not a pretty sight.
"There is a continuous parade to the ladies
room. It doesn't seem possible, but I invite
you folks to drop in .some Friday evening
after the show, to witness the condition of
that room. This de-spite the fact that we
send in a woman several times during the
performance to tidy up somehow. This never
happens to the men's room, which gets the
evening cleanup and that's it.
"You say: 'Do something about it!' Well,
some of the more uni-uly are taken into the
office and their parents called by phone, to
call attention to the activities of the child.
You know what happens in a majority of
these cases? The parents hang up on us! Is
it too difficult U) put the blame where it
belongs? Tiaining begins in the home!
"I am certain that most of you ladies know
we are practically baby sitters for thase
children for an entire afternoon ... if anything
happens to them as they chase all over
the theatre, why, we're respon.sible. This, at
20 cents per admission."
On another occasion, during a particularly
wild teenage demonstration, one woman patron
reported to the manager that she felt
it was time to consider maintaining some
sort of order in the theatre. She said she
knew one of the ringleaders, and that the
girl should be turned over to the law. Vogel
said it so happened that an officer was
standing in the lobby at that moment, and
he discussed the matter with him. When the
policeman discovered who the culprit was, he
explained that it wouldn't do much good.
"Her father is a personal friend of mine,
and I don't think he'd believe she acts like
this," said the law.
BIG LETDOWN AT HOME
Vogel stressed the thought that there appeared
to be a great letdown in the home.
"One boy or girl starts something, and a few
others, with known excellent backgrounds,
join in. Well, they're just as guilty. Perhaps
it's because no child likes to be known as a
sissy. And I might add that all the cooperation
and help from organizations such as
yours is fine, but it wears off too quick!"
He said it was difficult to be the selfappointed
exhibitor to bring home the facts
before a group which has striven for years
to insure their children's .seeing the proper
films. "We try to follow your film ratings as
closely as possible. But then, look what happens.
Frankly, as a general rule, those pictures
aren't always too successful at the
boxoffice. And too, we're in business to make
money. Between this row'diness, vandalism,
and patrons deliberately staying away because
of these conditions, do you wonder why
a number of movie theatres are forced to
close up?
"Now for this smootching business. Surely
you people have witnessed some of it. But
you don't know the half of it. No place to
go? Why the theatre, naturally! Do they
watch the picture? Not much. And they're
brazen about it too. Know what mothers of
these girls reply to the matter being brought
to their attention? 'Not my daughter!' Truth
of the thing is, they're not exactly annoying
anyone, but in the words of many of our
patrons. 'It's disgraceful!'"
At this point Vogel paused. "Perhaps." he
began, "someone has a solution. We want to
keep our patronage and our theatres open."
And he looked about, .sort of inquiringly.
You could have heard a pin drop.
Then a dozen hands went up, asking for
the floor. "Mr. Vogel." asked one woman. "I
have attended the movies many times, and
certainly was thoroughly disgusted with the
way some of those young people carried on.
iContinued on next page>
BOXOFFICE April 21, 1958
NC-1

. . The
. . Margaret
D E S
MOINES
yhe new film art center, which Trl-Stat«s cated west of Knoxville, also opened Its season
has desiRnated the Uptown Theatre, has April 5. E^xtenslve repairing and remodeling
had good luclc with its first film under the has been done this year. The snack bar is
new policy. "And God Created Woman" is featuring more items, such as hot coffee,
now in its sixth week
. . . Bob Pridley, coowner
of the Varsity Theatre, is keeping busy better weather, there will be pony rides for
French fries and many .sandwiches. With
between Ida Grove and Des Moines, taking the .small children and picnic tables for those
a more active part in the management of his who want to come early in the evenings.
Ida Grove theatre than heretofore.
New metliods of mo.squito control are to be
used this year to
Many more
make the evenings more
drive-ins are opening across the
comfortable
.
state. The Highway
Gibson and Dorothy
Kean
61 Drive-In in Maquoketa
opened
have reopened the Star-Vue
April 4 . . . Jake Cohen has reopened
Drive-In at the west
the
edge of Panora.
drive-in on highway 63 near Ottumwa.
Thomas J. Goodman, who managed the theatre
last summer, will again be in charge. ple for its "What Do You Think?" column on
The Des Moines Register polled foui- peo-
He has served as manager of the Capitol the subject of horror movies recently. None
Theatre during the winter .
Chief of the four cared for this type of film and
Drive-In at Pocahontas had its grand opening
April 5 . . . The Frontier Drive-In.
expressed the opinion that they were harm-
lo-
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riLMACK
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W. R. DAVIS
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. . . Ann
. . . Bert
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. .
Film Review Board
Named in Waterloo
WATERLOO. IOWA—A citizens committee
for reviewing printed matter and entertainment
was named here last week by Mayor
Edward A. Jochumsen. As an advisory group,
it will review motion pictures and literature
sold on newsstands.
The committee was named after the
Knights of Columbus complained to the city
council about the literature and motion pictures
in Waterloo.
Members of the council are Edward Miller,
manager of a wholesale magazine distributing
agency: the Rev. Msgr. E. J. O'Hagen,
pastor of Sacred Heart Catholic Church;
Glenda Mabrey, a public school visiting
teacher: the Rev. Fred Graham, president of
the Waterloo Ministerial Ass'n: John W.
Koch, businessman: Marvin Graybeal, manager
of two theatres: attorneys K. L. Kober
and Earl E. Fosselman, and Russell D. Lamson,
real estate dealer.
Twin Cities Exhibitors
Challenge DST Claim
MINNEAPOLIS—Exhibitors here are prepared
to challenge the contention of Richard
O. Hanson, Hennepin County (Minneapolis'
commissioner, contained in a letter published
by the Sunday Minneapolis Tribune, that the
local city council and park board in unanimously
supporting the fast time are "representing
the official expression of the will of
the constituency."
Such exhibitor leaders as Harold Field and
Gilbert Nathanson, who are leading the battle
to have DST eliminated when the state legislatui'e
meets next in 1959, feel the majority
of voters in Hennepin County is opposed to
it.
Hanson, who has protested against a decree
by Gov. A. O. Freeman ending of DST this
fall a month earher than in 1957, suggests a
"county option plan" that would permit this
county to be on the same time "as the other
populous areas of the country" and, at the
same time, "allow rural Minnesota to be on
standard time, if that was determined preferable."
Exhibitor leaders have made known they'd
be glad to have the proposition put to a vote.
They point out that not only are ruralites,
but also "most parents of small children,
PTA and working men, opposed to the DST.
They also emphasize that no other state as
far north and west as Minnesota, where
spring and summer daylight is of long duration,
has DST. They dispute the Hanson
claims in the letter that "other populous
areas of the country" (outside of the easti
embrace fast time and that it exists elsewhere
generally. As a matter of fact, they
point out that it is prevalent in only a comparatively
few states.
Charter Drive-In Firm
MADISON. WIS.—Midwest Drive-In Theatres.
Inc., has been formed here with an
authorized capitol stock of 50.000 shares common
no par value stock, of which 48,000
shares are reported to have been paid in up
to time of application. Registered office of
the corporation is located at 900 Gay Bldg.,
16 N. Carroll St., Madison, and the head office
is located at 100 W. 10th St., Wilmington,
Del.
OMAHA
]^arviii Jones, exhibitor at Red Cloud, was
home after spending three weeks at the
Mayo Clinic at Rochester, for major knee
surgery. He was suffering from a loose cartilage
The Filmrow Golf league opened
. . . season play Saturday (12) at Dodge Park .
The Variety auxiliary is planning a luncheon
at Rosso's Steakhouse.
.
Irvin B«ck. exhibitor at Wilber, was reelected
to a sixth term as mayor as a near
record vote was totaled ... At South Sioux
City, Sonny Thacker. drive-in exhibitor, was
elected to the school board
Youngclaus, who has the
.
Lsland
. Loraine
Theatre at
Grand Island, lives on a lake near town and
was getting her fishing gear in shape.
.
Rauley ConneU and his wife were in town
from Bassett getting set for the opening of
Joe Jacobs,
their drive-in Friday (25) . . .
hospitalized here several week.s, w'as back on
the job in Des Moines as manager of the Des
Moines-Omaha Columbia exchange . . . Another
member of the sick list. Bill Barker of
Co-Op Theatre Supply, is working half days
following an operation Goodman,
20th-Fox salesman, reported his boy still is
hospitalized at Ft. Leonard Wood, Mo., after
a long bout with pneumonia.
R. V. Fletcher, former exhibitor at Hartington
and O'Neill, was in town sporting a grey
goatee and looking like a Kentucky colonel
in observance of his town's 75th anniversary
Schreiber of Wisner is reported Improving
after an attack of pneumonia. Her
mother, Mrs. Kracher, has just been released
from the hospital.
Ed Force, manager of the Brandeis, had a
pleasant task as one of the judges of the
Miss Omaha contest at the Chamber of Commerce
dining rooms. The finals of the event
were televised . . . Pat Halloran, head of the
Buena Vista office for this territory, reported
receipts were more than rocking along for
"Old Yeller" and "Snow White" over the area
Beems, Red Cloud exhibitor, has
been carrying on while Marvin Jones was
hospitalized.
Don Shane, Tri-States manager, was one of
of the judges for the "Show Time" program,
the sixth annual Air Force talent contest at
the base .service club . . . Shane announced
he has a new a.ssistant manager at the Orpheum
Theatre, Robert Huey, who formerly
operated a theatre at Ida Grove, Iowa . . .
Pi-ank Good, Red Oak exhibitor, was in Veterans
Hospital here for a checkup.
Seeks to Build Drive-In
Within Stratford Limits
NEW HAVEN—James Sniffen, Stratford
landowner, has filed a petition with Stratford's
town planning and zoning commission
for authority to build a drive-in in a section
east of South Main street and north of
Lycoming industrial plant. If granted, the
project would be the first outdoor theatre
within Stratford limits.
Already operating in Stratford, a Bridgeport
subm-b, is the hard- top Stratford Theatre,
owned by Albert M. Pickus, a director
of TOA.
Three Signed by AIP
HOLLYWOOD—Yvonne Lime, Brett Halsey
and Jana Lund have been signed to star
in "High Schixil Hellcats," American International
production being directed by Edward
L. Bernds at Ziv Studios. James H. Nicholson
and Samuel Z. Arkoff are producing
"Hellcats," with Lou Kimzey as associate
producer.
WS'
of the
POPCORN INDUSTRY
NATIONAL THEATRE SUPPLY
W. M. "BILL" ALLISON
307 No 16th St Omaha, Neb
K-O-R-N Inc., always one of the most modern popcorn processing plants
in the nation (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 capacity to keep up with the everincreasing
demand for top-quality hybrid popcorn.
WRITE
mm Inc.
NORTH BEND, NEBRASKA
for
Quotations
or Information on
1958 Crop.
^
BOXOFFICE :: April 21, 1958 NC-3

. . . The
. . Claude
Drive-ins Open Minus
Union Men in Booths
MINNEAPOLIS—At Uils writing all 11 of
the Twin Cities' area drive-ins are operating
with nonunion projectionists, and the Teamsters
union is refusing to cross the picket
lines for film and concession stand deliveries.
The state labor conciliator office has called
a meeting of both sides at the request of the
booth union.
Ted Mann, president of a circuit of five of
the outdoor theatres who has represented the
11 airers in the negotiations on a new contract,
."says the projectionists are on strike.
But William Donnelly. lATSE. avers the union
projectionists have been locked out.
Tlie drive-in owners seek a reduction from
two men in a booth to one. pointing out tliat
daylight -saving time has sliced attendance
25 per cent and more. Donnelly says the union
offered to agree to one operator in a
booth in the second year (1959) of the proposed
new conti-act if the drive-ins would
continue the seven-day pay for a five-day
week, adding "swing men" for the other two
days. Mann offered to increase the weekly
pay from $137.50 to $148.50 in the second
year if the union agreed to one-man operation
without the "swing men."
The union now has filed a strike notice
against the drive-ins. There has been no
lockout notice by the drive-ins which contend
that the nonexistence of a contract obviates
such a necessity.
Prior to the drlve-ln reopenlngs. a "projectionists
wanted" newspaper ad brought 80
appUcants for the 11 jobs, so that there was
no difficulty in manning the booths.
Reseating and
Seat Repair are
SO simple
with Internationals
Ash today for on INTERNATIONAL
Seofing Engineer for all the facts
NC-4
Write, wire or phone —
International Seat Division
Union City Body Company, Inc.
Union City, Indiana
3 Lawrence Houses Bought
By Massachusetts Circuit
LAWRENCE, MASS.—The Ma.ssachu.setts
.Amusement Corp. has bought the local Palace,
Broadway and Warner theatres which
it has operated under lease since 1928 from
the Empire Ajnu.sement Co. The deeds were
signed by Roland S. Slskind for both companies
as treasurer.
Empire acquired the Palace Theatre in
1926 from Anna T. Demara and others. The
Warner Theatre was bought from Thomas
F. Toomey and others in the same year. The
Broadway wa.s acquired by Empire from the
Broadway Theatre Co.. which in turn had
purchased the hou.se from Alex L. Siskind
in 1912.
MILWAUKEE
ISuck Herzog, the Sentinel amusement editor,
was in Hollywood making the round.s
of the studios. He reported that on the set
of "Cat on a Hot Tin Roof," the Elizabeth
Taylor starring vehicle, where he went with
Jack Carson (former Milwaukeean), things
were dull to say the least, without Liz . . .
The big sport^s .show sponsored annually here
by the Sentinel smashed all attendance records.
The emcee was Joe McKenna, who
broke into show business with his sister Jane
when he was 7. He did 22 films in the Chip
series and later the Hal Roach Our Gang
Comedy shorts.
The amazing run of "Ai'ound the World
in 80 Days" at the Strand Is to wind up at
the end of 45 weeks, a record run for this
city. Doubt whether it would have been possible
without the untiring promotional efforts
of Estelle Steinbach, managing director . . .
Elmer Nimmer, who reopened both the
Granada and the Juneau on his own Sunday
i6i, reported very good grosses. He Is about
to embark on several promotional gimmicks
Gran circuit offered a giant cartoon
carnival for the kiddles during the
Easter school vacation; two hours for a
quarter.
Joe Reynolds, manager at the Towne Theatre,
has made available to Clark Wilkinson
a large portion of his film material collection.
Wilkmson. who lives in Baraboo, has been
following this hobby since 1922 and has a
collection dating back to 1899. A suitable
location is being sought for his museum,
which will be large enough to house his
entire collection. "Heard of an attic full in
a small town theatre up north," Wilkinson
said. "But I arrived too late. A truck load
had been taken to the dump."
Jeffrey Hunter to Re-Edit
Short to Feature Film
HOLLYWOOD—Jeffrey Hunter wUl re-edit
a documentary short he filmed in Mexico last
The
year for release as a theatrical feature.
actor has signed Boris Petroff to take charge
of shooting the additional footage which will
consist of a story line and will have characters
Inserted Into the film, "The Mayan Secret."
The picture, which now runs 55 minutes,
will be lengthened to two hours.
Hunter, under contract to 20th-Fox, previously
shot "The Living Swamp," another
documentary which the studio bought outright
and released.
MINNEAPOLIS
I'he Sunday Tribune's Minnesota Poll discloses
nearly two out of every five Minne-
.sotans (39 per centi think that business on
the whole will turn upward this season. This
compares with one in five i22 per cent) believing
there's going to be a further business
activity
drop.
. .
All ten of the Minneapolis neighborhood
houses in the earliest 28-day clearance .slot
are playing "Raintree County" day and date
this week at advanced admission and they
united in a large newspaper ad . "The Miracle
of Marcelino," the Spanish picture with
dubbed-in English, has been going great guns
in the Twin Cities and out in the territory.
The Archbishop of St. Paul is permitting theatres
playing it to quote his "highest approval"
in ads . Dickin-son has
leased the West Twins Theatre, de luxe St.
Paul .suburban hou.se. from circuit owner
W. R. Frank. Dickin.son formerly was a booker
for United Artists and Universal here and
more recently has been a.ssociated with the
Aved Theatre Service, a buying and booking
combine. He is a secretary-stockholder of the
Lucky Twin Drive-In.
Circuit owner Ted Mann and buyer-booker
Bob Hazelton spent last weekend in New
York lining up product for his Twin Cities
"Duke" Hickey, onetime Minneapolis
theatres . . .
newspaperman and now a Universal
exploiteer, was here with W. Burton Martin,
the picture's executive producer, working on
"The Mark of the Hawk" due at the local
Gopher and St. Paul Strand May 14 . . Despite
.
temperatures in the 50s, the 11 local
drive-in theatres enjoyed good business last
weekend when they opened for the season.
The new St. Croix near Stillwater also teed off.
Southern Film Launches
Theatre Ad Division
BIRMINGHAM, ALA. — Southern Film
Productions, producer of educational. Industrial
and travel films, has formed a commercial
theatre ad division to produce liveaction
film ads with sound on location at the
sponsor'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 sponsor, 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
progre.ss and prosperity of the town and
community and in which a p)ositive stand
is taken in comparison of quality of TV and
motion picture theatre entertainment.
John Farrow is directing WB's "John Paul
Jones" from his own screenplay.
BOXOFFICE April 21, 1958

—
——
—
Best Cleveland Mark
By 'The Young Lions'
CLEVELAND—"The Young Lions" walked
off with tx)p grossing honors of big business
downtown, hitting better than 200 per cent
at the Hippodrome where it will remain for
an extended run on the basis of its first week
attendance. "South Pacific" in Todd-AO
opened at the Ohio with a gala sponsored
performance and then won public approval for
a score of 160. "Run Silent, Run Deep" at the
State was given added importance through
the one-day visit here of Clark Gable. Although
he was here to promote another
picture, publicity caused by his presence
aroused added interest in this pictiu'e which,
additionally, won critics' approval. "Tlie
Bridge on the River Kwai," still feeling the
impact of winning top spot in the Academy
Awards, filled the Allen Theatre, resulting in
a take equalling that of its second week.
(Average Is 100)
Allen The Bridge on the River Kwoi (Col),
4th wk 150
Embassy Cottle Empire (20th-Fox);
The Abductors (20th-Fox) 80
Heights Art Nights of Cobirio (Lopert) 110
Hippodrome The Young Lions (20th-Fox) 205
Ohio South Pacific (Mogrva) 160
State Run Silent, Run Deep (UA) 140
Stillmon Merry Andrew (Para) 70
'Young Lions' Roars
In Detroit With 2G0
DETROIT—Easter weekend proved rather
disappointing generally, reflecting the loss of
Friday and Saturday business because of the
double religious holidays—the end of Lent
and the Passover, Sunday was generally good,
excellent in some spots, despite rain.
Adoms Rointree Country (MGM), 7th wk 90
Broadway Capitol Juvenile Jungle [Rep); Young
and Wild (Rep) 1 00
Fox—The Young Lions (20th-Fox) 260
Madison The Bridge on the River Kwoi (Col),
4th wk 200
Michigan Witness for the Prosecution (UA);
The Safecracker (MGM), 3rd wk., 4 days only 150
Polms Run Silent, Run Deep (UA); Fort Bowie
(UA), 2nd wk 140
John McAuley Named
FLUSHING, MICH.—John McAuley of
Flint has been named manager of the Dawn
Theatre here by Edwin P. Dalton, owner of
the theatre. A native of Scotland, McAuley
attended school at Glasgow and served in
the British merchant marine during World
War II. He was associated with a theatre at
Glasgow. He came to the U. S. in 1949, was
employed on plant protection at DuPont Co.
at Flint and has been a judo instinictor with
the Mott Foundation for the last eight years.
Mrs. Eva Yellich Dies
DETROIT—Mrs. Eva Yellich, 43, died recently
following a long illness. She formerly
was cashier at the Ironwood Theatre in
Ironwood. She is sui-vived by her husband
John, former operator at the Stanley Theatre,
Detroit, and now stagehand at the
first-run Broadway Capitol.
'Why Canf I
See a Movie in Peace?'
Letter Writer Asks a Detroit Critic
DETROIT—A theatre is not a playground,
but altogether too many neighborhood exhibitor.s
are allowing the young element to
use it as an undisciplined recreation center
to the detriment of enjoyable moviegoin'?.
Ihis was charged in a hard-hitting letter
published in tlie Detroit Free Pres.s, under a
six-column headline "Why Can't I See a
Movie in Peace?" with accompanying comment
by Helen Bower, the movie critic.
The letter was a jolt to many exhibitors
who have been working hard at developing
improved public relations projects, and Albert
Dezel, owner of the Surf and Coronet
theatres, hurriedly called a meeting of theatremen
to consider the problem of juvenile
behavior.
Neighborhoods, and not downtown theatres,
were the target of the letter writer,
whose name was withheld.
"It is just plain murder to try and sit
through a good movie in a neighborhood theatre.
It is a meeting place for a lot of delinquents
in addition to a gang of screaming,
undisciplined children who have no regard
for those of us who want to enjoy ourselves
once we become interested in a first-rate
movie.
"To make it worse, the exhibitors running
these neighborhood and subsequent-run
theatres make no pretense of trying to make
moviegoing a pleasant thing, and if their
An '80 Days' Workshop
CLEVELAND — A special ticket-selling
workshop for theatre owners and managers
playing "Around the World in 80 Days" on
break day. May 7, was conducted here Friday
(111 by Paul G. Angelim of the Michael
Todd company. The picture will simultaneously
play at the Granada in Cleveland, the
Berea in Berea, Vine in Willoughby, Willow
in Independence, and Stillwell in Bedford.
Representatives of the State in East Liverpool,
Capitol in Steubenville and Loew's in
Canton, also attended the workshop.
DST Extension in May Vote
CLEVELAND—Daylight saving time will go
into effect here April 27 and continues
through the last Sunday in September (28i
unless the voters in the May primaries extend
the period one month to coincide with
New York time. Cleveland has had fast time
since 1947. And ever since 1947 owners of both
indoor and outdoor theatres have bent every
effort to get it repealed. Now they have come
to accept it.
Silent Movies Pianist Dies
TOLEDO— Mrs. Albeana Beckwith, 54, who
played the piano accompaniment for silent
movies at the old Diamond Theatre on Broadway
avenue, died recently.
boxofflce receipts are not what they think
they should be, it Ls their own fault.
"A theatre, after all, is not a playground,
but I guess it's the only place to put the
'kids' while papa and mama gallivant, much
to the vexation of those who paid good money
to see a movie."
The letter writer also took parents to
task,
too, for .sending their children off to a picture
which they wont enjoy and which is not
suited for the younger patron.
"I don't know why I am writing all thLs
to you," said the writer, in apparent desperation,
"but I guess I have wanted to call
it to the attention of some who might recognize
the plight of tho.se who really appreciate
movies, and hope the exhibitors of
the second-run theatres would wake up and
realize they are ruining their business by
letting their theatres become a three-ring
circus. I defy anyone to enjoy a movie in
the bedlam which exists in our neighborhood
theatres today."
Miss Bower suggested a new kind of PTA—
a Parent-Theatre Ass'n—through which a
better disciplined young moviegoer can be
trained.
Dezel, whose theatres generally play the
art-type picture, sent copies of the letter to
exhibitors throughout the city and, through
Miss Bower, forwarded ten pairs of passes to
the writer of the letter.
Cleveland Car Dealers
Start Buy Now Drive
CLEVELAND—The You Auto Buy Now
project, launched by the local automobile
dealers, was so successful that the local merchants
ai-e following it up with a Buy Now
Month, April 15-May 15, to stimulate sales
in the hope of overcoming unemployment.
For this event Cleveland is being renamed
Valuetown, U.S.A. using as its insignia the
double VV— to signify "Value for You and
Vitality for Cleveland." The campaign is
under the direction of Robert W. Dailey,
vice-president of the Cleveland Advertising
Club, which has prepared a pamphlet for
cooperating merchants to distribute free of
charge giving reasons "why it is smart to buy
now and keep Cleveland healthy." Advertising
mats, including the adopted insignia are
also available. Dolph Jansen of Gregory &
House & Jansen, chairman of the motivation
committee, has announced plans for a giant
sales rally to be held in Public Hall May 2 at
8 p.m. The speaker at tliis rally will be
W. Heartsill Wilson of Chrysler Corp.
While members of the motion picture industry
have not yet been invited to participate
in this citywide sales promotion project.
It is understood they will if a constructive cooperative
plan is presented.
The drive has attracted much attention.
Jonn^xt^ajp,,;
Large Core
Greater Crater Area
means
MAXIMUM LIGHT
Ohio—AKRON THEATRE SUPPLY Inc., Akron— Fronklin 6-2480
NATIONAL THEATRE SUPPLY, Cleveland—Prospect 1-4613
OHIO THEATRE SUPPLY Co., Clevelond— Prospect 1-6S45
OLIVER THEATRE SUPPLY Co., Cleveland—Tower 1-6934
NATIONAL THEATRE SUPPLY Co., 1716 Logon St., Cincinnoti—Maine
6S80
BOONTON, N. J.
l.^ei\\y Diitributed
,
BOXOFFICE :: April 21, 1958 ME-1

. . . John
. . Dick
. . Norman
. . Max
. . Nat
. .
. . . Morton
. . Milton
. . Noel
. . San
DETROIT
. . . Helen
of opening of "St. Louis Blues"
Bower is still elated over her meeting with
Clark Gable at Cleveland.
The .Motor

. . Off
CLEVELAND
•Phe big business downtown for "The Bridge
on the River Kwai," "The Young Lions,"
"Run Silent. Run Deep" and in the neighborhoods
for "Peyton Place," "Sayonara" and
"Three Faces of Eve" are clear indications
that the public wants to go to the theatres
to see top pictures.
Filmrow, normally buzzing on Mondays and
Tuesdays with theatre owners in town to buy,
book or exchange ideas on theatre operations,
was almost deserted last week. Leo Jones
of the Star Theatre, Upper Sandusky, was
around on his regular bi-monthly visit, and
Joe Shagrin of the Foster Theatre, Youngstown,
came in on Thui'sday instead of Monday
(7 1 but otherwise the Row was as dull as
the cold and rainy weather.
Many Stutz is reopening the Circle Theatre
on Euclid at 101st street with three
changes a week. The house has been playing
hillbilly shows on weekends only, but with
the unemployment surge in this highly industrial
area, customers w^ho supported the
hillbilly shows went back to theii- hometowns
. . . The Town Theatre in Whitehouse has reopened
. . . "And
its
God Created Woman" ended
local first-run engagement after 15 weeks.
Word was received here of the death in
Santa Ana, Calif., of Edwin J. Huegle, 61,
who was associated with Loew Theatres here
for 20 years. He was in charge of art advertising
when he left here more than ten
years ago because of failing health. He is
sm-vived by his wife Irene, five children and
ten grandchildren . to attend the International
Variety convention in London
and then take in the high sjxtts of Europe,
were Irwin Shenker of Berlo Vending and
wife, and Ted Levy, Buena Vista district
manager, and wife.
Hazel Mack of NSS returned from a Florida
vacation accompanied by Frances Bolton
who is in the final stages of recovery following
Sam Schwartz, Associated
heart surgery . . . circuit auditor, received a red-carpet
welcome when he returned to his desk after
a four-month illness . . . Bert Lefkowich.
Community cuxuit, returned from Florida
where he and his family visited with the
Max Lefkowiches who are staying on there
another month before opening their Cleveland
home for the summer.
Joe Krenitz, Ex-U-I Aide,
Handling 'Scream Show'
CLEATELAND- "Dr. Sikini's Scream Show,"
a live novelty performance, hius been achieving
excellent results in some of the key houses
in this area, rejjorts Joe Krenitz, former U-I
salesman who is handling the show In the
east. His office is at 13821 Cedar Rd., Cleveland.
"This is usually a one performance show,"
Krenitz says, "generally on a Friday or Saturday
night, but some theatres prefer to play
it on a Saturday matinee. One area circuit,
Modern Theatres, used different policies iti
various houses. The Ezalla Theatre played it
on a matinee and did very well. In Medina,
Ohio, the circuit's Medina will play it on
Sunday, April 27."
"Dr. Sikini's Scream Show" played in seven
General Theatres Cleveland houses as well as
the Orr, Orrville and the Community, Cadiz.
Leonard Mishkind. one of the cu'cuit owners,
wrote: "The reaction was beyond our expectations.
The day after our show people
called up to inquire whether it was still playing,
indicating excellent word of mouth publicity."
Shown with the "Scream Show" are usually
two horror pictures.
Special Matinee Combo
Clicks in UDT Theatre
DETROIT—A flexibility of policy that allows
a switch to matinees when the screenfare
justifies it. is drawing exceptional business
to the suburban Norwest Theatre, operated
by United Detroit Theatres, for the
combination of "Old Yeller" and "Escapade
in Japan." The combo was booked for ten
days in this fourth-run house, and drew
about 2,500 persons on a midweek opening
day, Wednesday, with lineups going clear
around the next corner. Tlie policy was three
complete shows, including matinees starting
at 1 p.m. on the first three days, coinciding
with Easter school vacation, 10 a.m. show on
Saturday and 11 a.m. on Sunday, and afterschool
matinees at 4:00 p.m. for the next
five days. The house is managed by Miss
Dale Young.
To Reopen at Diagonal, Iowa
DIAGONAL. IOWA—Several local businessmen,
farmers and Lions Club members
are working day and night to help get the
theatre here ready for the grand opening.
COLUMBUS
lousiness continued on the upbeat in the
pfjst-Eastcr period. "Snow White and the
Seven Dwarfs" moved lo RKO Grand for a
second week following a big holiday week at
RKO Palace. "Tlie Young Lions" opened to
long lines at the Palace and "Men-y Andrew"
was doing well at Loew's Broad. "The
Bridge on the River Kwai" continued strong
at Loew's Ohio in a third week. "All at Sea"
had a second week at the World.
. .
The last week of Herman Hunt's long-run
engagement of "Around the World in 80
Days" at Hunt's CineStage began April 17.
The blockbuster opened in mid-September.
It's repxDrted "South Pacific" will follow at
the CineStage . Manager Robert Sokol of
Loew's Broad reported he has received over
2.000 entries in the "Merry Andrew" contest
to predict the exact time of the arrival of a
baby gorilla at Columbus Zoo. Danny Kaye
will donate a $100 U. S. Savings Bond to the
wirmer.
24-HOUR r
service:
THEATRE EQUIPMENT CO
1206 Cherry St. Toledo 4, Ohii
Plaque to Dale Tysinger
ZANESVILLE. OHIO—The Central Trinity
Methodist Church presented a plaque to Dale
Tysinger. manager of the Liberty Theatre, for
permitting the church to use the playhouse
for sei-vices during a rebuilding program.
YOU GET
'EM FAST
NEW YORK
610 Ninth
A V c n u »
CHICAGO
1 3 2 7 So.
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When You Get
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TRAILERS
J'Aom 'Sood (bapsmdabls
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NAME
year for $3 O i years for $7
POSITION..
BOKOfflCf THE NATIONAL FILM WEEKLY 52 issues a year
825 Van Brunt Blvd.. Kansas City 24, Mo.
BOXOFFICE April 21. 1958 ME-3

^
A welder
caused us lo 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 already existing. Look him
up in the phone book or write: Savings
Bonds Division, U. S. Treasury Dept.,
Washington, D. C.
s^
BOXOFFICE
THE U. S. GOVERNMENT DOES NOT PAY FOB THIS »DV£«IISEMEHI. THE TREASURY DEPARTMENT THAHKS. FOR THEIR PATRIOTIC DONATION, THE ADVERT1SIH6 COUNCIL AND THE DONOR ABOVE.
ME-4 BOXOFFICE April 21, 1958

—
—
—
—
—
High Boston Grosses
Despite Rain, Cold
BOSTON—With Easter product, in full
force, business took a spurt but cold, rainy
weather hampered the fii'st runs to some
extent. With one world premiere, "Stage
Struck," and three new bills, the results
were spotty. "Long Hot Summer" was well
over average, "Marjorie Morningstar" was
strong but not sensational and the dual bill
of "Juvenile Jungle" and "Young and Wild"
was below average. "Stage Struck" opened
Easter eve with Hollywood fanfare but did
not reach the expected peaks.
(Average Is 100)
Astor Morjorie Morningstor (WB) 175
Beacon Hill And God Created Woman (Kingsley),
8th wk 95
Boston Search tor Parodise (SW), 20fh wk 80
Capn Stage Struck (BV) 1 50
Exeter Street A Man Escaped (Cont'l);
Naked Eye (Film Rep), 4tti wk 95
Gory The Bridge on the River Kwoi (Col),
I5th wk 125
Kenmore Henry V (Ronk), 3rd wk 110
Memorial The Long, Hot Summer (20tti-Fox) . . . 1 90
Metropoliton Teocher's Pet (Para), 3rd wk 85
Paromount and Fenway Juvenile Jungle (Rep);
Young and Wild (Rep) 80
Orpheum Run Silent, Run Deep (UA);
The Quiet American (UA), 2nd wk 125
Saxon Around the World in 80 Days (UA),
51st wk 110
State Witness for the Prosecution (UA), 7th wk. .115
Tremendous 350 for "Kwai'
Second Hartford Week
HARTFORD — The biggest business in
months was chalked up by "The Bridge on
the River Kwai," playing at $1.50 top, at E.
M. Loew's. Also holding were "Marjorie
Morningstar" and "Run Silent, Run Deep."
Allyn Eighteen and Anxious (Rep); Girl in the
Woods (Rep) 80
Art— Last Paradise (UA); Sotchmo the Greot
(UA) 90
Cine Webb A Novel Affair (Corit'l); Raising a
Riot (Cont'l) 75
E. M. Loew The Bridge on the River Kwai
(Col), 2nd wk 350
Palace Seven Brides for Seven Brothers (MGM);
King Solomon's Mines (MGM), revivals 80
Poll Run Silent, Run Deep (UA); Ride Out for
Revenge iUA), 2nd wk 140
Strand Marjorie Morningstar (WB), 2nd wk 185
'Young Lions,' Teacher's Pef
High in New Haven
NEW HAVEN—Every program in town
zoomed well over the average mark. The best
attendance was for "The Young Lions" and
"Teacher's Pet." "Paris Holiday" also was well
received as a newcomer, grossing an average
of 120 per cent.
. . 1 75
College The Young Lions (20th-Fox), 2nd wk.
Paromount Teocher's Pet (Para); High Hell
(Para), 2nd wk 160
Poll Saddle the Wind (MGM); Handle With Care
(MGM) 115
Roger Sherman Paris Holidoy (UA); Ride Out
for Revenge (UA) 120
Whalley The Three Faces of Eve; No Down Payment
(20th-Fox), 2nd wk 110
Greenways in LA Home
HARTFORD—Fred R. Greenvvay, retired
Loew's Palace manager, and Mrs. Greenway,
who moved to Los Angeles after 30 years in
the east, are situated at 17456 Ludlow St.,
Granada Hills, Calif. Letters should be addressed
c/o The Nesbitts. Greenway left the
industry after three decades of managerships
along the Atlantic seaboard for Loew's
Theatres.
Back to Daytona Beach
HARTFORD—Al Schuman, former general
manager of the Hartford Theatre circuit,
has returned to his home at Daytona Beach,
Fla., following a brief Connecticut visit.
Special South Pacific Screening
For Industry at Boston Saxon
Officers Aim to Change
Name of Sentry Lodge
Harold Rubin Carl Goldman
BOSTON—A second term as president of
the Sentry lodge of B'nai B'rith will begin
May 4 for Harold Rubin of Globe Premium
Co. when he and other officers are installed
in Brookline.
Other industryites with featured roles in
the installation are Carl Goldman, executive
secretai-y of Independent Exhibitors of New
England, first vice-president: Emanuel
Youngerman, sales manager at United Artists,
third vice-president; Henri Swartzberg,
ATC head film buyer, financial secretary;
Albert B. Lourie, treasurer. Film men who
have been appointed trustees for another
term are Samuel Pinanski, E. M. Loew, Arthur
Lockwood, Theodore Fleisher, Philip
Smith, Herman Rifkin, Michael Redstone and
Edward W. Lider.
Incoming officers have expressed their intention
to change the name to the Boston
Cinema lodge by September. The purpose of
the change is to pinpoint the name and the
industry in one title in order to stimulate
more intei-est and to appeal to new members
from the industry throughout the New England
area.
Powell Will Film, Direct
'Bachelor's Baby' for Fox
HOLLYWOOD—Dick Powell will produce
and direct "Bachelor's Baby" as his next assignment
at 20th-Fox. with the film scheduled
to start in July. The Gwen Davenport story
originally was set for producer Henry Ginsberg,
who has exited the Westwood lot. No
cast has been set for "Baby," which Wendell
Mayes has screenplayed,
Powell also revealed that he would foUow
"Baby" with "No Riders," which Mayes is
screenplaying from his own TV script and
which the two men will produce independently
in the fall.
Signed to Play '80 Days'
FALL RIVER, MASS. — The second-run
Strand Theatre here has been selected by
United Ai-tists to play "Ai-ound the World
in 80 Days," .starting May 7. Owner Norman
Zalkind will close the 1,000-seat Strand several
days in order to install stereophonic
sound and the necessary booth equipment.
This is the first time that a first-run film
of any importance has played a second-run
theatre in this city. The deal was consummated
by Zalkind and buyer-booker Joe
Cohen.
BOSTON— An unusual treat
was provided
for circuit heads, theatre managers, independents,
bookers, suppliers and their wives
when Benjamin Sack invited them to a special
screening of "South Pacific" at the Saxon
Theatre the evening preceding the first New
England public showing. The holiday mood
audience received the film with applause
after several of the musical numbers and
with many compliments at intermission and
following the complete showing.
Philip Smith, Smith Management Co., appeared
with a heavy tan acquired from the
Palm Beach area. Also back from the Floridian
golf links was Michael Redstone of
Northeast Drive-In Theatres, who came with
Mrs. Redstone, his son Edward and wife.
Arthur Lockwood was away on a fishing trip
but Mrs. Lockwood attended with their teenage
daughter Susan. Mrs. Joseph Levine arrived
without her peripatetic husband who
was to meet her at the theatre from the
airport.
Also in the audience were the Julian Rifkins,
Ted Fleishers, Edward Canters, Paul
Levis, Joe Cohens, Norman Zalkinds, Ben
Bebchicks, Al Alberts, Dan Finns, Max Finns,
Hy Fine, Dr. Sagoff, Bob Sternburgs, Jerry
Govans, Chester Stoddards, Tom Fermoyles
with their daughter. Bill Kumins, Myer
Feltmans, Joe Gins, Stanley Rothenbergs,
Mickey Daytz, Al Daytz, Al Levys, Larry
Hermans, Sam Seletskys. Ben Rogers, Joe
Wolfs, Louis Richmonds, John Glaziers, Ken
Douglasses, Jim Marshalls, Joe DiCarlo,
Harry Browning, Lloyd Clarks, Frances Mo.ses,
the Ellis Gordons, Bucky Harris, Al Hermans,
the Alex Francis-Smiths and many others.
Robert Siodmak Is Named
Bryna European Chief
HOLLYWOOD—Continuing its expansion
program, Kii-k Douglas' independent company,
Bryna Pi-oductions, has signed writerdirector
Robert Siodmak as its European
representative. In the new post, Siodmak
will act as adviser and consultant on the
production, distribution and exhibition of all
Bryna pictures in the European market.
In recent years Siodmak has worked exclusively
abroad, where he directed such German
films as "Nachts Wenn Der Teufell
Kommt," and Germany's Oscar contender,
"Die Ratten," starring Maria Schell.
Daytz and Buckman Buy
Pittsfield. Mass., Airer
PITTSFIELD, MASS.—An agreement has
been signed for the sale of the Berkshire
Drive-In in West Pittsfield to Albert R.
Daytz and Nathan Buckman of Boston, according
to Albert S. Silverman, local attorney
and one of the former owners of the theatre.
The drive-in, which opened in 1948, was
owned by a corporation consisting of Silverman,
Charles A. Arnold, Harry Brookner,
Louis Kommit and Leo R. Lowenkopf.
The Berkshire covers a t€n-acre site and
has a capacity of 720 cars.
Monterey, Calif., and San Francisco will
be among the locations for filming AA's "The
Par Wanderer."
BOXOFnCE April 21, 1958 NE-1

—
BOSTON
\irhen Nick Kosketii colhipsed while booking
at ihe Paramount exchange, his
ailment was not a heart attack as at first
feared, but a dizzy spell. He was back in the
district three days later with his riKht arm
in a sling as result of his fall and he is continuing
to book for his two theatres in Lawrence,
the Star and the Premier . . , The Al
Lourics have announced the engagement of
their only daughter. Nancy Rebekah. to Gerald
M. Levine of Brookline. a graduate of MIT
now studying for a master's degree. Nancy
was graduated from the Boston University
and is teaching the third grade in the Oak
Hill School. Newton. An August wedding is
planned.
Si Freedman, UA publicist, is in town for
several weeks working on the key city and
sub-run engagements of "Around the World
in 80 Days," which has completed a year's
run at the Saxon Theatre . . . Jack Gubbins,
Paramount salesman, has resigned and has
not as yet revealed his new plans.
Leonard Goodman, foiiner manager for
ATC. has been named manager of the Lynn
Open Air Theatre. Lynn, for E. M. Loew
ni'ive-ln
wairi'ams
THEATRICAl ADVERTISING CO.
2310 CftSS AVE. •
DETROIT 1 MICH.
WRITE FOR SAMPLES-WO.CI^R
Producer for Life, Times, Americon Con, Pepst-
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Spot News Corerage by out cameraman.
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Technicians formerly with March of Time.
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333 W. S2n

. . Mrs.
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. . Special
NEW HAVEN
. . .
The shuttered West End, Biicigeix>rt, reopened
April 11 Hazel Florian of
the Strand,
.
Winsted, played a Bugs Bunny
Easter Festival of Cartoons, with free ice
cream for all youngsters. Admission was 35
cents Stanley Warner distributed free
Peter Pan 8x10 photos to the first 500 youngsters
in line at a recent Satui'day matinee
performance.
The Candlelite-Pix Twin Drive-In, Bridgeport,
has a new entrance on River street
The University of
. . .
Notre Dame concert band
took over Loew's Palace, Meriden. Tuesday
evening i8) for a single concert at $1.80 top.
Proceeds went to the Meriden Catholic Gi-aduates
Club fund for scholarships . . . Peter
Perakos jr., office manager, Perakos Theatre
Associates, New Britain circuit, lost his
bid for the New Britain city council in that
city's April 7 elections. He ran on the Republican
ticket in the seventh ward, losing
to his opponent by 1.000 votes.
Buck nights, the plan under which di'lver
of car pays $1 and rest of passengers are
admitted free, are back in full force throughout
the teiTitory this season. A nimrber of
theatres are featuring buck nights at midweek
as a customer bolstering plan .
Nicholas Saraceno dropped matinees April
.
3, 4 at the Capitol, Middletown, because of
religious holidays Brandt circuit
reopened the Bridge Drive-in, Groton, and
the Portland Drive-In, Portland . . . The
Norwich-Taftville Drive-In resumed operations
April 5, showing UA's "Legend of the
Lost" and "Baby Face Nelson" on a double
bill.
Ever-cognizant of community relations, Irving
Hillman, Stanley Warner Roger Sherman,
arranged for presentation of the victorious
Wilbur Cross High School basketball
team on the theatre's stage opening night of
UA's "Paris Holiday."
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 conmiittee 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.
Scripting 'Ride Lonesome'
For Batjac Productions
HOLLYWOOD—Bmt Kennedy has reported
back to Batjac Productions to write the script
of "Ride Lonesome" from his own treatment.
The picture, reportedly to star James Amess,
will be produced by Bob Morrison in the late
summer,
Kemiedy, under contract to Batjac, recently
completed the screenplay of "YeUowstone
Kelly" for Warners.
Robert Edwards Is Named
Assistant to Sanson
NEW HAVEN— Harry Feinstein, Stanley
Warner zone manager, has named Robert
Edwards, formerly in a banking post at San
Antonio, Tex., as assistant to Jack Sanson,
resident manager at the first-run, de luxe
Strand. Hartford, .succeeding Allen Brown,
.shifted to managership of the Commodore
Hull Theatre. Derby, Conn. Israel Finn, latler's
manager, has left the ciixuit. All appointments
are effective immediately.
HARTFORD
r\ennis Rich, Stanley Warner Cameo, Bristol,
inserted theatre passes in 25 popcorn
boxes ahead of a recent Saturday matinee
and then advertised that 25 youngster patrons
would be lucky indeed when visiting the concession
stand during intermission ... At
New London, John E. Petroski, SW Garde,
distributed free outer space masks, no less, to
Saturday matinee youngster customers . . .
George H. Wilkinson jr., president of MPTO
of Connecticut and operator of the Wilkinson
Theatre, Wallingford, omitted Good Friday
matinee, inserting newspaper ads advising
population to devote the afternoon to
church worship.
Phil Gravitz and Ray Cairns of MGM were
in the downtown area . . . Hector Frascadore,
E. M. Loew's Farmington Drive-In, made theatre
facilities available for Easter Sum-ise
service under sponsorship of the Bethlehem
Lutheran Church. Newspapers gave the theatre
due credit . . . The Canaan Drive-In,
reopening April 5, distributed free coffee,
cake, candy and favors. On the screen were
American-International's "Jet Attack" and
"Suicide Battalion." Tlie theatre is running
Fi-idays through Sundays for April only.
Safety Awards to Film
HOLL'^TVOOD—The National Safety Council
notified Producer Jack L. Copeland that
his Technicolor production of "The Invisible
Passenger," staiTing John Agar, has won
the two top awards in its 1957 competition
for "the most outstanding films" in the field
of accident prevention. Presentation of the
award will be made October 21 at the council's
annual conference in Chicago.
r
D 2 yeors for $5 D
THEATRE..
STREET ADORESS..
NEW HAMPSHIRE
•Theatre operators and volunteer workers are
cooperatmg in showing cancer detection
films tlu-oughout the state during the month.
One of the first free shows was held at the
Palace Theatre in Manchester during the
morning and afternoon of April 9. More than
500 women were reported to have attended
the opening performance . . . Justice George
R. Grant jr. has ruled in superior court In
Keene that the Latchis Theatre interests in
that ai-ea may enter an appeal against the
city taking a warehouse they own for a parking
lot project.
. . . Patrons were forced to
George Albert Gamache of the Civic Theatre.
Portsmouth, was married to Carol Ann
Hooper at the home of the bride's parents
in Nottingham
vacate the State Theatre in Manchester while
police inspectors and firemen searched the
building as the result of a bomb scare hoax.
Manager Edward G. Mason halted the film
program and asked patrons to clear the theatre.
After a police search had disclosed no
danger, the patrons returned and the show
was completed.
All of the outdoor theatres were operating
in the Manchester area when the Sky-Ray
Drive-In on Route 3, over the Manchester
line in Hooksett, opened its new season. The
ozoner is open only on weekends for the
present .
Easter attractions were
arranged for the youngsters at the Bedford
Grove, Pine Island and Manchester drivein
theatres. The Bedford establishment had
a big Easter egg hunt with many free prizes
for chUdren under 12 years old, the Manchester
Drive-In offered free chocolate Easter
eggs and the Pine Island ozoner staged a
four-feature "Bonus Nite," with free tickets
for the kids to attend the Easter Sunday
opening of the adjacent Pine Island Park.
YOU GET
EM FAST
NEW YOIIK
630 Ninth
A V e n u V
seneftn^
CHICAGO
13 2 7 So.
W ab a ih
YOU GET
'EM RIGHT
When You Get
Your Special
TRAILERS
jAjcrnt 'Seed (Dspsuidabbi.
FILMACK
1 year for $3 D 3 years for $7
D Remittance Enclosed Send Invoice
TOWN ..ZONE STATE..
NAME
POSITION
THE NATtONAL RIM WEIKIY 52 issues a year
825 Van Brunt Bird., Koiuos City 24, Mo.
BOXOFFICE April 21, 1958
NE-3

A trainee taught us
some ABC's
At a briefing of trainees one of the boys
asked: "Can I buy U. S. Savings Bonds
tliroiigh
the Company and have my deductions
made automatically?" Frankly
we had assumed that all of our employees
knew all about the Payroll Savings Plan.
As a matter of fact, we've had the Plan
in operation here for years. We decided
to make sure that everyone on our payroll
got full information, right away.
Our State Savings Bond Director saw
to it that we got a full stock of promotional
material to stimulate interest in
U. S. Savings Bonds. After that he helped
us to conduct a personal canvass and give
eveiyone an application blank.
What happened next was surprising.
Our employee participation jumped to a
really
substantial percentage. When our
people had all the facts they were glad
to gain the security that 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 already existing. Look him
up in the phone book or write: Savings
Bonds Division, U. S. Treasury Dept.,
Washington, D. C.
BOXOFFICE
THE U. S. GOVERNMENT DOES NOT PAY FOR THIS AOVERTISEMENT. THE TREASURY DEPARTMENT THANKS, FOR THEIR PATRIOTIC DONATION, THE ADVERTISING COUNCIL AND THE DONOR ABOVE.
NE-4 BOXOFFICE :: April 21, 1958

—
—
— —
'River Kwai' Breaks
Vancouver Marks
VANCOUVER—With Lent ending,
theatre
business was extra good in most spots. "The
Bridge on the River Kwai," Academy Awards
winner, broke an alltime record at the Orpheum,
the previous record having been set
by "Gone With the Wind." Back for the return
visit was "Snow White and the Seven
Dwarfs." which also played to capacity.
Other big pictures were "Big Beat," "In the
Money" and "Paris Holiday."
,
Capitol ^A Forewell to Arms (20th-Fox), 3rd wk. Fair
Cinema Snow White and the Seven Dwarfs
(BV), revival Very Good
Orpheum The Bridge on the River Kwoi
(Col) Alltime Record
Paradise In the Money (AA); Pawnee (AA) . . .Good
Plozo-Frazer The Big Beat (U-l); Summer Love
(U-l)
Good
Stanley Around the World in 80 Days
(UA), 34fhi wk Good
Strand This Is Cinerama (SW), 5th wk Good
Studio All Mine to Give (U-l) Fair
Vogue Poris Holidoy (UA) Good
"Witness for Prosecution'
Leads Toronto With 130
TORONTO—Most popular pictures of the
week were "Witness for the Prosecution" at
Loew's and the recently started "Cinerama
Holiday" at the University, while "The Bridge
on the River Kwai" rolled to another excellent
take in its fifth week at the Odeon.
(Average Is 100)
Eglinton Teocher's Pet (Para), 2nd wk 110
Hollywood The Young Lions (20th-Fox) 115
Hylond The Noked Truth (Rank), 3rd wk 105
Imperial Peyton Ploce (20th-Fox), 8th wk 105
Loew's Witness for the Prosecution (UA) 130
Nortown, Towne Snow White and the Seven
Dwarfs (BV), 2nd wk 100
Odeon ^The Bridge on the River Kwai (Col),
5th wk 120
Tivoli Around the World in 80 Doys (UA),
36fh wk 110
University Cinerama Holiday (Cinerama), 2nd
wk 125
Uptown Paths of Glory (UA) 105
All Score Above Average
In Good Winnipeg Week
WINNIPEG — Business over the Easter
weekend and the days following was up substantially,
the fifth week of "Witness for the
P>rosecution" surpassing the fourth week and
"Bridge on the River Kwai" showing the
same score in its second week as its first. All
other offerings were comparably solid.
Capitol Teacher's Pet (Poro) 120
Gaiety Snow White and the Seven Dwarfs
(BV), reissue 120
Garnck Witness for the Prosecution (UA),
5th wk 125
Lyceum Cowboy (Col); Going Steady (Col) 105
Metropolitan The Bridge on the River Kwoi
(Col), 2nd wk 125
Odeon Bolshoi Ballet (Rank) 115
FPC Permanently Shutters
Hamilton Mohawk Airer
TORONTO — Famous Players Canadian
Corp. will not reopen the Mohawk Drive-In
at nearby Hamilton. The 800-car drive-in will
be converted to other business purposes. The
cii-cuit will concentrate its outdoor attention
in the Hamilton area to the Skyway, a 705-
car drive-in. which was reopened April 4.
Other airers in the vicinity, all independents,
are the Clappison, Hamilton and
Scenic.
Based on Sloan Wilson's Novel
Wai-ners' film, "A Summer Place," is based
on Sloan Wilson's new novel of the same
title.
Tariff Board in Canada
Okays Import of Novel
OTTAWA—By a two-to-one vole, the federal
tariff board has ruled that the novel,
"Peyton Place," can be imported into Canada
from the United States. Previously, the
book had been barred from the Dominion on
the ground that it was obscene and immoral.
Canada has no federal board of censorship
except in time of war, but the rulings of the
tariff board here have the effect of banning
or approving the importation of any
publication about which there is any question.
The decision came when the film version
of "Peyton Place" had been seen by many
thousands of theatregoers, the picture having
completed its .seventh week, for instance,
at the Toronto Imperial.
Annual FPC Report
Shows Net of $1.28
TORONTO — Famous Players Canadian
Corp., operating Dominionwide chain of theatres
and several television stations, reports
for the year ended Dec. 28, 1957, net profits
of $2,220,186 equal to $1.28 a share, compared
with $2,738,455 or $1.58 a share in previous
year, a decline of 19 per cent.
Operating profits amounted to $3,492,583
down $550,282 from $4,042,865 in 1956. The
depreciation provision was $988,879 against
$1,019,797, and income taxes $1,489,177 against
$1,603,354. Other income amounted to $1,205,-
659 against $1,318,741.
J. J. Fitzg'ibbons, president, states in the
annual report that while attendance and
revenues declined in the year, the overwhelming
popularity of theatre entertainment was
demonstrated by record revenues produced
by .such pictures as "The Ten Commandments"
and "Around the World in 80 Days."
Fitzgibbons notes that the company made
further progress in 1957 in eliminating unprofitable
operations.
The company's financial position Ls excellent.
Working capital of $9,671,348 is up
$534,197. The ratio of current assets to current
liabilities is nine to one. Included are
cash and securities of $8,688,623. The book
value of investments in nonconsolidated subsidiary
and affiliated companies exceeds
$7,000,000 compared to a cost of $2,910,330.
The earned surplus at the year end stood
at $19,796,946.
The Quebec City and Kitchener TV stations
operated successfully in 1957.
Controlling Canadian rights for Telemeter.
Famous Players plans to launch its first
venture in pay TV late this year in Canada.
Danny Kaye to Headline
CNE Grandstand Show
TORONTO—Danny Kaye was selected as
the headliner for the Canadian National Exhibition
grandstand show August 21-September
6 when the CNE board of directors approved
a contract which will give the film
comedian a minimum $100,000. He will appear
at evening performances only before the
grandstand, which hsus a capacity of 23.500.
The terms of the agreement also call for
the payment to Kaye of 50 per cent of boxoffice
receipts in excess of $472,000. Ai'-
rangements for the booking of Danny Kaye
were made in New York by Jack Arthur, former
headoffice veteran of Famous Players.
Tie-Breaking Contest
Held on Sweepstakes
OTTAWA—The tie-breaking contest for the
21 entrants who turned In perfect scores
among the 58,000 replies for the 1958 Academy
Awards Sweepstakes competition here was
held Friday night (18) on the stage of the
Odeon under the supervision of Manager Jim
Chalmers.
With the awarding of the prizes, including
a seven-day vacation in Bermuda for two
persons, and $250 in cash for the runnerup
as well as annual pas.ses, it is interesting to
note the extent of cooperation of the Evening
Citizen in support of the Ottawa Theatre
Managers Ass'n for the staging of the annual
competition.
The new.spaper probably set a record in
its promotion of a single stunt, all without
one cent of cost to the local theatres, by
conducting an advertising campaign which
started February 20 with a four-column. 22-
inch announcement and concluded on March
22, four days before Academy ceremonies in
Los Angeles.
During the month's drive, the Citizen contributed
600 inches of contest display advertising,
equivalent to more than 27 columns
of space, which included seven sweep lines
across the top of the amusement page. There
were displays on 17 of the 27 publication days
during the period. In addition, the newspaper
donated the $250 second prize and ran
full news coverage of Oscar nominations and
results and of the local contest outcome.
The Citizen ran the official entry blanks
which were to be mailed to the Regent Theatre
or dropped in ballot boxes. Radio station
CFRA also aired many announcements
on the contest and donated the first -prize
vacation trip to Bei-muda. so that the theatres
had little expense.
The chairman of the contest committee
was Don Watts, manager of the Rideau, who
successfully directed previous Academy
Awards competitions here. The 1958 campaign
was a strictly local venture in which
the managers participated, even to checking
the ballots into the wee small hours after
the TV awards program.
Treat Safety Quiz Winner
To 7-Day Plane Holiday
TORONTO— Russell Deigan, nine-year-old
winner of the Safety Quiz contest at local
theatres, and his mother Mrs. Charles Deigan
were guests of Famous Players and a.ssociated
circuits for a seven-day holiday in the British
We^t Indies, making the round trip by Pan-
American Super-6 Clipper. During a stopover
in New York, they were guests at the
Barbizon-Plaza.
The contest, w^hich had the generous cooperation
of the Telegram, was conducted in
connection with a series of special Saturday
matinees at 23 theatres of the Famous Players,
20th Century. B&F and Premier Operating
circuits. There were many intermediate
prizes.
Theatre as Baby-Sitter
TORONTO—The Golden Mile, which opcrates
in conjunction with the Plaza suburban
."^hopping center in the city's northeast
district, had "Cinderella" as the attraction
fcr kids at extra morning shows Thursday-
Friday-Saturday while the mothers shopped
for household needs.
BOXOFFICE April 21. 1958 K-1

. . While
. .
MONTREAL
. . . The
The Outremont Thratre of the United
Amusement circuit has Joined the Francais
Theatre, another VAC outlet, in presenting
top cjuality Frencli-Ianguage films from
French producers. The first film shown under
the new pohcy was "Mayerling"
Canadian Cancer Society received $21,500 as
the result of the Bob Hope personal appearance
here for the first showing of "Paris
Holiday" at the Capitol Theatre. Participating
in the UA promotion were Charles S.
Chaplin, district manager: Sam Kunit-sky,
Montreal manager, and George Heiber, Toronto
manager.
. .
The Bellevue Theatre in Montreal's Pointesaux-Trenibles
district has closed its doors.
The Bellevue is owned by Leo Choquette of
the Choquett* circuit . . . Mrs. Gustave Roy
of Port Daniel East reopened her Port Daniel
Theatre. The house was completely modernized
and large screen installed. A new projector
was also set up. while interior decorating
included new draperies and refurbishing.
The worli was done by Gerald Nadeau of
Best Theatre Supply Regd . Paul Berube
of the Bijou Theatre of Napierville announced
having booked heavily at local Filmrow
during his first visit since acquisition
btb I features the complete line of
dependable and internationally famous
BflLLflnTVnE
SOUND MASTER
EQUIPMENT
• PROJECTORS • IN-A-CAR SPEAKERS
• LAMPHOUSES • JUNCTION BOXES
• SOUND SYSTEMS • WILLIAMS SCREENS
• RECTIFIERS • ANAMORPHIC LENSES
You con always depend on BEST
for PARTS end SERVICE
for ALL types of theatre equipment.
BEST
THEATRE SUPPLY REGD.
ARMAND BESSE, Prop.
9370 St. Hubert Street Montreal, Que.
Phone: DUpont 7-7818
D 2 yeors tor $5 \J
THEATRE
STREET ADDRESS
Of the theatre about a month ago . . . Hector
Beaulieu of Best Theatre Supply was busily
engaged at St. Andre Avclin. where he was
modernizing the Royal Theatre owned by
Octave Bi-sson. In addition to general redecorating,
a large .screen for Cinemascope
was set up. The Royal Ls a 350-seater.
Mrs. Clara Daly, UA secretary, left with
her hu.'-band and 12-year-old son for holidays
at Wa-shington, D. C. . . . John Filion.
district manager for Gevaert (Canada) wa.s
absent fi-om his desk for several day.s with a
. . .
. . . Visitors to
mild flu attack . . . Art Bell, booker, formerly
of RKO and lately of Allied Ajtists, has
left for a three-month stay in Florida
Philip Pressner. retired accountant of the
Montreal Po.ster Exchange, died April 7. He
leaves his wife, the former Minnie Adilman.
and two daughters. Executives and members
of the staffs of Montreal Poster Exchange,
Quebec Cinema Booking and Provincial Advertising,
as well as a strong delegation from
Filmrow attended services
Filmrow included J. Aboussafy of Au Bon
Cinema of Mont Joli; Paul Desjarlais. Brandon.
St. Gabriel-de-Brandon, and A. Robert,
Labelle, Labelle.
ser»cf/ne
Belleau, Savoie Promoted
By National Film Board
MONTREAL—The National Film Board
has announced the appointment of Andrew-
Belleau. Montreal, and Valier Savoie, Ottawa,
to executive positions in its French-language
division.
Belleau was appointed to a senior position
in the personnel department and Savoie, who
has joined the board only recently, was
named program director of Canadian distribution.
Savoie replaces Guy Comeau, recently
appointed representative of the board for
the Laurentian division at Joliette.
Long-Closed Lake Theatre
Ready for May Reopening
WINNECONNE, WIS.—The
closed during the past winter
attendance, is being readied
ford Vincent for reopening
in May.
During May. Vincent said,
be one picture change each
theatre will step up its pace
weekly starting in June.
1 year for $3 3 yeors for $7
n Remittance Enclosed D Send Invoice
TOWN ZONE STATE
NAME
POSITION..
THE NATIONAL FILM WEEKLY 52 issues a year
825 Van Brunt Blvd., Kansas City 24, Mo.
Lake Theatre.
due to lack of
by owner Santhe
first week
the policy wall
w-eek, but the
to two changes
TORONTO
T conard \V. BriK-kiiiKton, president of Odeon
Tlieatres and other Rank companies in
Canada, celebrated his 70th birthday
.
Barkers and many others mourned the death
in Florida April 10 of J. Lance Rumble, a
member of Variety, president of the Canadian
Horse Show A.ss'n. a director of the Toronto
ba.seball club and, for years, goodwill
amba.ssador for General Motors. He was 63.
Frank H. Fisher, vice-president and general
manager of Canadian Odeon and vicepresident
of the Rank Film Distributors of
Canada, was elected president of the Rotary
Club at its annual meeting in the Royal York.
The club is the third largest in Rotary . . .
A colorful visitor was Boris Karloff. who told
a new.sman that "the monster is my best
friend— it keeps my name alive." As for horror
films, he said they were no worse for
children than some nursery stories.
Keith Wilson is back to his old love, the
theatre. With the dissolution of the local
Regional Theatre circuit through absorption
by the parent Canadian Odeon chain, he has
departed from the Rank office here to manage
the Odeon Pairlawn in North Toronto
where Geoff Jones had been in charge. Ralph
Dale, RTC general manager, was transferred
to the Odeon booking and buying department
. playing "The Bridge on the
River Kwai," Manager Jack Taylor of the
Vanity at Windsor came up with the information
that Academy Award winners for five
consecutive years had been shown at this
house.
When Sardo Bros, tried to book a revival
of "Easter Parade" for the Westdale. Hamilton,
they learned the hardy perennial had
been withdrawn from circulation but they
got "For Whom the Bell Tolls." with good
result . . . The Canadian Broadcasting Corp.
is faced with wage increase demands by the
National Ass'n of Broadcast Employes in
negotiations which have already started for
a new contract in July for 1.200 workers at
23 CBC stations . . . Word has come from
Australia of the marriage of Robert Fitzgibbons,
a son of President J. J. Fitzgibbons
of Famous Players, and Gertrude Skelton,
Brisbane. Tlie groom is not in show business.
Charlton Heston to Enter
Independent Production
HOLLYWOOD—Chaj-lton Heston wUl enter
the independent production field through
his Russell-Lake Corp., a Michigan firm,
which will move into the story market, with
an editor to be employed in New York next
month. Activities will be confined to coproduction
deals with the majors.
Heston. currently stamng in Sam Zimbalist's
"Ben Hur" for MGM, previously has
entered participation deals in two Universal
films. "The Pi-ivate War of Major Benson"
and "Touch of Evil."
Fight Films in Ontario
TORONTO—Quick bookings of the Robinson-Basilio
fight film have been aiTanged
for subsequent nans at theatres in cities
throughout Ontario, into the drive-ins in
some situations. The Sunset Drive-In at London
had the distinction of having an exclusive
engagement. The picture secured good business
as the bout had not been televi.sed except
for closed-circuit presentation at Toronto
and Ottawa.
K-2 BOXOFFICE April 21, 1958

. . With
. . The
. . Wai-wick
. . The
. . Gordie
. .
. .
. . Bob
. . "The
. . Hy
WINNIPEG
The Gaiety and Uptown theatres reported
the run of "Snow White and the Seven
Dwarfs" over Easter resulted in tremendous
boxoffices. far beyond the expectations of
Empire-Universal Manager Meyer Nackimson
and Famous Players Manitoba supervisor
Harold Bishop . Joanne Woodward
winning the Academy Award, Famous Players
booked the double bill of "Three Paces of Eve"
and "No Down Payment" into the Tivoli for
Easter week, and business was three times
average.
The Rex in Regina arranged a special
Easter Monday stage show of all the local
rock and roll artists at 40 cents admission
... In Wmnipeg, all four drive-ins, the Airport.
Pembina and Starlite, operated by
Western Theatres, and the Northmain, operated
by the Silverberg interests, are again
open . . . "Witness for the Prosecution,"
moved over from the local Odeon to the
GaiTick, was doing almost as big business in
its fourth week as its first, which was double
normal. The moveover, the first time in the
history of the operation of these two theatres,
was due to a locked date on the reserved-seat
engagement of the "Bolshoi Ballet,"
a Rank Release.
"Gypsy Colt," an MGM five-year-old opus,
probably has had more playdates in western
Canada than any other feature ever released.
This picture seems to be a perennial favorite
for small-town theatres and for drive-ins.
The MGM office reports this picture has
played twice in over 80 per cent of the theatres
in the Calgary and Winnipeg film exchange
territories, and approximately three
times in over 30 per cent of the theatres.
For the first time in the history of their
operation in Lethbridge, the Shacklefords
played a program day-and-date at the Capitol
and Roxy. In a town the size of Lethbridge,
it takes an alltime great boxoffice
attraction; in this case "Old Yeller," one of
the greatest boxoffice attractions to hit the
prairie provinces. A full page of theatre
advertising, plus reader material, appeared
on "Old Yeller" and other attractions at the
Shackleford houses.
Leslie Nielsen, MGM star, spent a week in
Calgary, with his mother, Mrs. Mabel Nielsen
Malcon. The MGM office there screened
"The Sheepman," which stars Nielsen. Glenn
Ford and Shirley MacLaine. Nielsen plays the
bad guy. His most successful film to date is
"Tammy and the Bachelor." He received his
start in acting with station CJCJ in 1947,
after service with the RCAF. He left the
radio station to go to Lome Green's Academy
of Arts in Toronto, then moving on to New
York and Hollywood. Nielsen has a brother
in Whitehorse, Y. T., who recently made a
name for himself in Canadian politics by
being the member of Parliament to sit for
the shortest time—12 days. He ran as a Conservative
in the by-election m January,
against the Liberal member, and he was
seated for only 12 days, when Parliament was
dissolved.
Harvey Kornberg, Theatre Poster Exchange
manager at Calgary, spent an eventful
Easter weekend in Winnipeg, visiting relatives
and becoming engaged. His fiancee is
Miss Leila Kobrinsky. The wedding is to
take place in June in Winnipeg . Calgary
drive-ins are at it hammer and tong.
The Chinook advertised a Dusk to Dawn
showing, with five features April 3. At 2
a.m. free coffee and doughnuts were served at
the snack bar. In order to meet the competition,
the Cinema Park offered foiu- complete
features in a Movie Marathon, plus free
coffee and spudnuts, at 1:30 a.m. In addition,
the Cinema Park al.so featured a Long,
Long, Weanie contest, with a $25 ca.sh award
to the winner.
United Artists Corp. of Canada arranged a
very successful tieup between "Pai-is Holiday,"
and Shipley Clothing Co. of Montreal. As a
result. Shipley is running 2-col., 8-inch ads
in all the newspapers acro.ss Canada, showing
Bob Hope wearing a Shipley .suit.
VANCOUVER
A 1
Dainard of the Hillcrest Drive-In, Lang-
.
. . . Al
. .
ley Prairie, in the Fraser Valley, is installing
widescreen equipment. He reports
business is increasing since the four-wall
theati'e in Langley was sold and will be converted
into a bank. The town of 3,500 population
is now without an indoor theatre
The Cold Lake Theatre at Cold Lake, Alta.,
has installed widescreen equipment
Jenkins, Vogue manager, was in Seattle for
the Easter holidays . Sam Ellerington, Orpheum
projectionist, was on the sick list.
. . Holidaying
George Brewerton, Rex Theatre owner, is
on a trip to eastern Canada .
in Mexico are Frank Gilbert of the Vogue
and his brother Henry of the Paramount,
Kamloops . Odeon circuit closed its
Mission City theatre in the Fraser area. The
circuit is not operating theatres in the Fraser
Valley section, where it formerly ran four
theatres. The Rank organization now heavily
favors the outdoor type of theatre oi>eration.
The Barnes interests no longer are ninning
theatres in this province. They closed the
Hollyburn, West Vancouver, Langley Prairie
and their Lulu Island theatres. However,
Barnes is still active in the industry, operating
a circuit in the state of Washington , . .
Al Foster of the Civic Theatre, Nelson, died
suddenly. He was 57.
The Orpheum broke all B. C. records (including
"Gone With the Wind" marksi with
"The Bridge on the River Kwai." Another
local record-smasher was the return visit of
Disney's "Snow White and the Seven Dwarfs"
to the International-Cinema. Juveniles lined
up all day from 10 a.m. on to .see this latter
picture . Johnson, former Odeon
and FPC manager here and in Toronto, sailed
for his native Australia on the P&O liner
Himalaya. He was aw-ay from down under
for five years, formerly being an MGM manager
in Australia.
The West Coast Booking Ass'n is in charge
of film bookings for the recently opened Majestic,
a vaudeville-motion picture operation
. . . Vickie Lobb, formerly secretary at the
Odeon Vogue, has returned to show business
as cashier at the downtown Studio .
news for exhibitors is that sales of television
sets slipped sharply in the lower mainland,
F^-aser Valley and Victoria areas during Januai-y
and Febnaary . Sutherland of
the Lux, is on a California vacation
Cec Saville of
.
the Dunbar was hospitalized
for minor sm-gery
Odeon Plaza also was in the hospital for
surgery of the minor category . . . George
Thrift. Rex Theatre, was on vacation in the
interior.
OTTAWA
pen I'recdman, who has operated the Auto-
Sky Drive-In for many .seasons, has acquired
the Aladdin Drive-In from R. E. Maynard,
proprietor of the roofed Prancais here.
The Auto-Sky accommodates 583 cars while
the Aladdin has a 400-car capacity . . , FYed
Leavens, formerly manager of the Elmdale
who became booking assistant to Ralph Dale
in the Odeon organization at Toronto, has
received a further promotion. He Is now
chief assistant to the Ontario district manager.
Steve McManus. in Odeon Theatres.
Jack Marion is again manager of the Britannia
Drive-In, a local unit of 20th Century
Theatres under the supervision of Ernie Warren
. Maynard ran a special Saturday
morning show for juveniles at the Francals
as a windup for the Easter Week school vacation
but the National Museum of Canada al.so
conducted a free film show for children with
performances at 9:30 and 11
date, April 12.
a.m. on the .same
The Vienna on Parade musical touring company
has been booked into the Famous
Players Capitol for one evening presentation
Monday i21). prices ranging up to $5 . . .
Manager Don Watts of the Rideau has completed
hus term as president of the Ottawa
Theatre Managers Ass'n and Morris Berlin,
Somerset, will fill the chair for the next
12 months . Bessin, owner of the Glebe
Theatre property now used as automobile
showrooms, has sold the hotel and restaurant
at Winchester to Peter Cross and Joseph
Hogan . Bridge on the River Kwai"
was in its fifth week at the Main Elgin whUe
"Witness for the F^i'osecution" had already
gone seven weeks at the Little Elgin, and
Ernie Warren was content.
Frisco Theatre Reopened
After Seven Dark Years
SAN FRANCISCO—The Tower Theatre at
Mission and 20th streets, closed for seven
years, was reopened Thursday (10) by owner
Anthony Leones. The theatre has been refurnished
and renovated throughout.
Leones said the Tower will show primary
Italian and Greek films, opening at 6 p.m.
weekdays and at 1 p.m. for Saturday and
Sunday programs.
HERE'S YOUR CHANCE
to 9*1 in th«
BIG MONEY
As a screen gama,
HOLLYWOOD takes fop
honors. As a box-office ottraction,
if is without equal, it hos
been a favorite with theatre goers for
over 15 years. Write today for complete details.
Be sure to give seoting or car capacity.
HOLLYWOOD AMUSIMINT CO.
3750 (MtM SL • SMJl, lllhMit
BOXOFFICE April 21, 1958 K-3

many
happy
returns
of today
Thanks to our doctors, most Americans can look forward to
longer and happier lives than ever before. Some of our deadliest
diseases have already been conquered ; others are fast being brought
under control. Even with cancer, much progress has been made.
Today, more than 800,000 Americans are alive and well, cured of
cancer . many of them, because they made a habit of having thorough
. .
health checkups every year no matter how ivell they felt . . .
many others, because they went to their doctors at the first sign of
any one of the seven danger signals that may mean cancer . . . all of
them, because they went to their doctors in time.
To learn how to guard yourself against cancer, call the American
Cancer Society office nearest you or write to "Cancer" in care of
your local Post Office.
Through the Courteay of
BOXOFFICE
K-4 BOXOFFICE :: April 21, 1958

—
. .
^ounft
• ALPHABETICAL INDEX
• ADLINES & EXPLOITIPS
• BOXOFFICE BAROMETER
• EXHIBITOR HAS HIS SAY
• FEATURE RELEASE CHART
• FEATURE REVIEW DIGEST
• REVIEWS OF FEATURES
• SHORTS RELEASE CHART
• SHORT SUBJECT REVIEWS
• SHOWMANDISINC IDEAS
THE GUIDE TO ABETTER BOOKING AND B U S I N E S S - B U I L D I N G
oeak/
.)
Parade of Whistling Units
Attracts lor 'River Kwai'
A parade of whistling, marching groups
through downtown Minneapolis, Minn.,
streets got "The Bridge on the River
Kwai" off to a fine start for the Radio City
Theatre there, thanks to an idea of Robert
Thill, house manager.
Thill contacted marching groups and offered
cash prizes ranging from $100 for
first prize to $25 for third and fourth prizes
to those groups which best marched and
whistled "The Colonel Bogie March," theme
from the picture.
The contest started at noon, when
throngs of shoppers jammed the downtown
area, and the parade covered most of the
major downtown streets.
A special screening of the picture was
held in advance for group leaders so that
they could see exactly how the British
soldiers marched and whistled as they entered
the Japanese prison camp. The contestants
were instructed to duplicate this
scene, wearing their representative drill
uniforms. Tliey were required to whistle all
the way and this they did without fail.
Groups ranging from junior girls drill teams
to high school boys ROTC units participated.
Contest judges were selected from radio,
TV and reserve military groups. Radio and
TV stations gave free on-the-spot coverage,
and barmers carried by the groups
read: "We're on our way to see 'The Bridge
on the River Kwai' now—Radio City Theatre."
A Song and Punches in Ad
Gets Kiddy Attention
Ernie Diamond, owner of the Rialto Theatre
in downtown Winnipeg, Man., sought
to stimulate his juvenile attendance with
a song and three punches! A 2-col., 5-inch
ad contained four numbered punch squares
with the notation, "Kiddies — Get This
Form Punched or Stamped Three Times
and Get Your Fi-ee Show the Fourth Time."
There was a time limit on the offer.
Other copy: "Come on Down Saturday
and Learn 'The Happy Rialto Song' . . .
To the tune of 'Harrigan' (with slight variations)
. . . . Don't
"Capital R-I-A-L-T-O spells Rialto . . .
Never knew a show as swell as this one . . .
To that we all agree . . . R-I-A-L-T-O .
For all the Family . When we're going to
. .
a show . Where are we going? .
you know? . . . It's the Rialto for me."
Western and Hillbilly
Jamboree Gives
Country Music' a Tuneful Sendoff
Aiive talent premiere, advertised as the
"Biggest Southwest Jamboree Ever," was
cooked up for the opening at the Harber
Theatre in Oklahoma City of "Country
Music Holiday." Nearly a dozen western
and hillbilly performers were rounded up
for out-front and stage activities, which
began on Pi-iday and extended through
Saturday.
In addition, some 50 fiddlers mounted the
stage on Saturday night in an oldtime fiddlin'
contest.
RADIO STATION VITAL
The key to the successful undertaking
by Farris Shanbour, manager of the Harber,
was his close association with radio
station KBYE. It required several weeks
of advance maneuvering but Shanbour
lined up Peggy Upton from the Louisiana
Hayride, singer Charlie Huff, the Sooner
State Quartet, Amos Hedrick and His Piddle,
Danny Buck (guitar and song stylist),
emcee Cousin Nellie, Tex Wayne (one of
the fastest guns alive), the sheriff of
Boomtown, and Floyd Andrews and His
Melody Rangers.
This is a substantial lineup of talent.
Shanbour started them to work with an
out-front entertainment on a Friday evening.
Radio and newspapers advertised a
six-piece western band, the Sooner quartet,
Peggy Upton, and square-dancing. The
television station covered the entertainment,
and retelecast portions later that
night and at 8 and 12 noon Saturday.
All the talent was promoted except the
western band, which was hired for the
outdoor and inside stage events.
BAND OUT FRONT
The band played out front from 9 to 11
Saturday, with Tex Wayne, the Sheriff of
Boomtown, doing tricks with the gun and
bullwhip. He gave away autographed
photos to children in the crowd.
Twenty dozen doughnuts and 500 halfpint
bottles of chocolate milk were promoted
from the Dennis Donut Co. and Steffens
Dairy Co. for giveaway to the children
in the crowd that morning.
Saturday afternoon a full hour of the
fiddlers playing was broadcast from the
Harber stage over KBYE. Saturday night
the western band, Wayne, fiddler Amos
Three of the winners of the fiddling contest
staged in connection with the opening of
"Country Music Holidoy" at the Harber Theatre
in Oklahoma City. Cousin Nellie, a local
radio hillbilly performer, was emcee.
Hedrick backed up the big fiddlin' contest,
wliich drew some 50 bow-wielders from as
far away as 100 miles. Ca.sh prizes were
awarded to the 1st, 2nd. 3rd and 4th place
winners.
Pi-omotion included radio announcements
starting well in advance and concentrated
on FYiday-Saturday; a team of
horses pulling a flatbed wagon (with hay)
around town with the western band; parade
from Santa Pe depot Saturday morning of
the flatbed wagon, the Sheriff of Boomtown
and deputies and others to the Harber
Theatre, plus readers in local papers
and several reverse ads.
Interview With Actor
Aids 'Sing' Playdate
Bob Cox, manager of the Strand. Lexington,
Ky., whipped up considerable enthusiasm
for "Sing Boy Sing," through the
column he writes for the Louisville Herald-
Leader under the nom de plume "The Hollywoodenhead."
The column consisted of
an interview and photo with actor Tommy
Sands dm-ing his visit to Louisville.
Local radio stations added to the promotion,
too. by using the inteiTiews which Cox
taped with Tommy.
BOXOFFICE Showmandiser :: April 21, 1958 — 91 — 1

Gala Opening of
In
Km\ at Allen
Cleveland on Radio 5 Hours
ManaKcr Howard Hiyley arranped a Kala
premieio opening of "The Bridge on the
River Kwai" at the Allen Theatre, Cleveland,
by inviting leading political, civic,
organizational and society leaders of the
city. Then he arranged for radio station
WERE to broadcast for five hours continuously
from the lobby of the Allen.
Regular portions of the station's programs
were carried, along with open-end
interviews with the film's stars by way of
transcription, interviews with p>ersonallties
and private citizens entering and leaving
the theatre and general chatter about the
event.
RISK NECKS FOR SIGN
The station plugged for a week in advance
the fact that the special show would
be beamed from the Allen because of the
"Kwai" opening.
At Portland, Ore.. Rex Hopkins of Evergreen
Theatres and Lew Marin of Columbia
literally risked their necks to promote
the opening at the Orpheum. E>espite a
driving wind. Hopkins and Marin hoisted a
20xl0-foot banner high on the steelwork
of the new Morrison bridge reading, "This
is a great bridge, so is 'The Bridge on the
River Kwai." " Their effort, at the risk of
being blown into the Willamette river, paid
off in only several hours of exposure for
the sign. By the next day the winds had
it blown down.
PRIZES TO REVIEWERS
At Columbus, Ohio. Walter Kessler of
the Ohio Theatre worked out a tie-up with
the Ohio State Journal in which "Bridge"
was screened for high school correspondents
of the Journal's Youth page and $10 and
$5 prizes were offered for the best reviews
of the picture. Hundreds of entries resulted
and the Journal printed the winning
review in the feature spot on the
Youth page.
In YoungstowTi, Ohio, 2,500 entries were
received by the State Theatre as a result
of a radio contest on "The Bridge" conducted
over WBBW. As arranged by State
Manager Tom Long, an announcer told the
story of the building of tlie bridge seen in
the film, giving all the facts except the
length of the structure. Listeners were
asked to determine the length of the bridge.
First prize was a record player promoted
from a music store.
Coin Club Is Introduced
By Minnesota Circuit
The World Coin Club, a coin giveaway
progi-am to stimulate juvenile attendance
which has been tested in Canada during
the last year, has been adopted by the
Minneapolis Amusement Co. for use in its
21 houses. Owners of the plan report this
marks its introduction in the U. S.
"The promotion is designed not only to
increase children's attendance," the promoters
explain, "but builds goodwill, and
the clergy, educators and PTA organizations
will enthusiastically endorse it."
It's a 15-week deal based on the coincollection
hobby. The World Coin Club
organization furnishes theatre participants
packets of foreign coins for weekly giveaways,
maps, displays, grand prizes, screen
trailers and ad mats. The coins are bona
fide money pieces from all over the world.
The cost for each giveaway packet runs
4 cents each.
Entertainment Coupon
In Ad Worth 35 Cents
An "entertainment" coupon which Lester
Stepner. manager of the Evanston (111.)
Theare, has been listing in the local newspaper
has served as a means of getting
people back into the theatre. The coupon,
worth 35 cents, permits each person who
presents it on Monday through Thursday,
with 40 cents, to attend a regular evening
show with free parking. Stepner is making
the offer on a temporary basis, with expiration
on May 15. The results, thus far,
have made the coupon deal well worth
while, according to Stepner.
Days Sets Up
'Peyton' 11
Statesville, N.C., Mark
"Peyton Place" literally became an
epochal attraction in Statesville, N. C,
headquarters of the Statesville Theatre
Corp.. which operates a circuit in the
.smaller cities of the Carolinas. The film
played for 11 days in the State Theatre
there, marking the longest engagement of
any picture in the city.
The people (pop. 20.000) even made a
run on the "Peyton Place" novel at the
library. So much so that Delmar SherrlU,
presented an extra copy to
STC publicist,
the institution. This was duly noted by
the local newspaper, of course, with a
photo of the presentation.
Leading citizens praised the film. One,
Mai-vin W. Raymer, coroner of Iredell
County and operator of a funeral home,
rated it better than "The Ten Commandments"
and recommended that every teenager
and adult in the community see the
picture. In a letter to A. Puller Sams, president
of Statesville Tlieatres, Raymer
hoped that every person in the county
could see the picture and "I know each
will be benefited on a moral, social, professional,
civic, church and home level."
The Statesville Record and Landmark,
always cooperative to the theatres, and
the local radio helped the STC staffers to
put across this fine film to attain a record.
Waterloo Paper Devotes
Full Page to Star Visit
Joel McCrea, star of "Cattle Empire,"
which premiered recently in Omaha and
had saturation openings throughout that
territory, toured the Tri-States Theatres
Corp. circuit in connection with the picture
opening and made appearances in several
towns as a goodwill ambassador for the
industry.
Many fine newspaper breaks were received,
according to D. B. Knight of Tri-
States, but most outstanding was that
given by the Waterloo, Iowa, Sunday Courier,
which carried a full page of art, totaling
nine photographs, showing the actor
arriving in town, being greeted by the
mayor, touring a local orphanage, chatting
with an elevator operator, touring a local
packing house, etc.
Merchants Initiate Plan
For Free Series of Shows
Leonard J. Leise, manager of the Roxy
Theatre, Randolph, Neb., found merchants
in his town most cooperative when they
realized that they were faced witji the possible
closing of the theatre unless business
improved. The merchants initiated an
eight-week free show scheduled for Saturdays.
Each of the 39 merchants contributed
$10 to the theatre in return for newspaper
mention and a screen trailer ad. Admission
to the free shows is by tickets handed
Joe Pedrucci of the Frisina circuit at Springfield, III., reports he and his Roxy out by the merchants.
staffers there "put
some show bock in the show business" and come up with some socko grosses . "we knocked "The first
a
two free shows brought very
hole in television viewing for a few nights." The Roxy realized double gross on "Darby's Rangers" good crowds of about 500 persons into the
with the Army recruiting office even putting sandwich signs on the soldiers guarding the Long Tom theatre, afternoon and evening shows,"
(155mm gun) porked in front of the theatre. At right, one of the ballyhoos put out for "Fort Dobbs "
Leise said, "and the merchants are pleased."
— 92 — BOXOFFICE Showmandiser :: April 21, 1958

m-'
Cash Discount Card
Is a Pairon-Puller
A cash discount card idea successfully
developed at the 84 Drive-In in Amherst,
Tex,, has met with such wide success at a
number of other Texas drive-ins that the
plan is being offered to theatremen
throughout the country. The discount
card plan can be used by both outdoor and
indoor theatres.
The promotion, which has been publicized
by the Texas Drive-In Theatre Owners
Ass'n as a real business-builder, has
worked wonders for the 84 Drive-In and
has converted many an infrequent moviegoer
into a steady week-ln-and-week-out
patron, according to E. L. Ray, the owner.
The difference between the 84 Drive-In
promotion and several other discount card
ideas is that in this instance the discounts
are paid in cash, and not in prizes or free
tickets.
It is not a lottery. Each customer gets a
card, to be punched once for each paid admission
or for spending $1 at the concession
stand. When a total of $25 is punched
out, a seal on the card is broken. Underneath
the seal is printed the amount of the
discount which ranges from $1 to $50.
There are no blanks, and no discount is
less than $1.
"This just makes a game of giving the
discount back to the customer," says Ray,
"but it sure keeps them coming back, once
they find that someone has been given one
of the larger amounts of money." Theoretically
the discount amounts to 10 per
cent, but actually it is less because of the
large number of cards that are voided.
"You'll find this happening, as interest is
generated—a patron instead of coming to
the theatre alone will round up his neighbors
and ask them to come along so he can
get his card punched for each extra admission
he brings."
Before word gets around that some discounts
are actually in the big-money class
many patrons break the seal out of curiosity,
just to find out if there is a number
on the card, or what the amount might be.
In order to stimulate business, on opening
nights Ray hands a larger amount card
to some popular teenager. More often than
not, the youngster will let curiosity get the
best of him, and break the seal. The next
day, everybody in school will know it, and
the next night the high school crowd is at
the theatre to get in on the discount game.
$$$$$$$$$$$$$$$$$
"84" DRIVE EN THEATRE
Amherst, Texas
Date
This Card is Issued -FREE- No Time Limit ,^
ONE PUNCH for Each ADULT Paid Admission
ONE PUNCH for Each fl.OO Purchase in Snack Bar
WHEN LAST PUNCH IS MADE — REJi^BK^L
CASH DISCOUNT
$100 to $50.00
NO BLANKS
a» Double Punches - Tue. & Wed. .. Void if Seal is Broken
"84" CMh Discount Card
Make Your Own Stars! Here's How
Exhibitors want stars with selling power.
One way to get them is to do what Victor
Nowe, manager of the Carlton, de luxe
Odeon circuit house in Toronto suggests;
build up the lesser players via lobby displays.
Recently Nowe devoted a month to
familiarizing his public with stars of the
J. Arthur Rank Organization. At left, is
a display featuring Belinda Lee, who's in
two new Rank films, which Nowe reports
drew much attention, specially from the
male admirers, and deservedly so! The figure
is a 40x60 blowup of a rich 8x10 still,
cut out by the Carlton sign shop and set
against a pure white oval on a red sparkling
velour paper background. The whole
was then surrounded with a four-inch golden
border and silver flitter. Two spots were
focussed on the star, while at the back of
the white part where Belinda's hands are
resting two colored spots were placed to add
However, breaking of the seals will stop
after the first few weeks, as word of actual
payments gets around. In a small town,
Ray suggests the exhibitor distribute tickets
to each home, and to time it with a radio
and press campaign. This works very well.
Ray has developed package promotion
which includes 5,000 cash discount cards
with individual imprints for the theatres,
trailer, special punches, color posters and
a manual of instructions on handling the
campaign. Ray can be reached at the 84
Drive-In Theatre, Amherst, Tex.
At the (eft is the successful discount card
used at the 84 Drive-In Theatre in Amherst,
Tex., and adopted by the Sond
Springs Drive-In, Sand Springs, Okla.;
Apache and Bellaire drive-ins in Tulsa;
outdoor theatres in Liftlefield, Tex.;
Floydada, Tex., and other situations. The
card is punched for each 50 cents admission
and for each $1 purchase at the
concessions bar When $25 is spent by
a patron, the seal is broken and the
amount of the cash discount is revealed.
The discount is not paid until the card is
completely punched out.
BOXOFFICE Showmcmdiser :: April 21, 1958
— 93 —
richness to the velour.
This big standee was placed in the main
lobby and after closing hours was moved
directly in front of the main lobby.
The arrangement at right, featuring
eight stars, stimulated confection bar sales
besides creating a lot of curiosity. It covers
the big 25-foot mirror behind the main
candy bar, and since it was around a holiday,
it stresses the Valentine theme. The
portraits are 22x28s of Virginia McKenna,
John Gregson, Maureen Swanson, Tony
Wright, Ronald Lewis, Belinda Lee, Stanley
Baker and Muriel Pavlow. White paper
framed each picture on rich pink velour.
Bright red valentines between the portraits
and the 40x40 greeting in the center added
a good selling point to the display.
This arrangement drew people who tried
to identify the stars, and is always a good
way to
Nowe reports.
get the patrons to know the stars,
Fancy-Tickling Teasers
For TVIan Wouldn't Talk'
In his campaign for "The Man Who
Manager G. WUliams of
Wouldn't Talk,"
the Regent Cinema in Chatham, Kent-Sussex,
England, ran a series of teaser ads,
starting two weeks in advance, on the news
pages of the Chatham Observer reading
thus: "People are beginning to talk about
. . . Nearly everyone is talking about . . .
Everyone is talking about ... If there is
anyone stUl not talking about 'The Man
Who Wouldn't Talk," then a visit to the
Regent will start him talking."
In the lobby Williams had a manikin
dressed as a gentleman with the sign,
"Everyone's Talking About 'The Man Who
Wouldn't Talk.'"
Skiffle Contest on Stage
The Regent in Chatham, Kent-Sussex,
England, got two nights of substantial
gi-osses by participating in a National Skiffle
Contest, the English equivalent of
country music and pops singing. Later a
Disc Jockey Jamboree was featured.

I
Young
I
TT
Big Spring Parade
of Hits Campaign
,ij. Intermountain Theatres'
'•i^, Join you in welcoming Spring wilh onolher £x
"^^ GREAT IINE-UP Of AnRACTIONSlI^*
Put Over by
Salt
Lake City Circuit
STARS!
COLOR!
Intermountain Makes the City Movie Conscious
A gipantic advertising, goodwill and publicity
campaign is making Salt Lake City
motion picture conscious. 'The local industry's
most concentrated drive is being
carried on by Intermountain Theatres.
who.se vice-president and general manager.
John N. Krier noted that every media is
being used.
Because of the prevalence of hit songs
in many current and coming attractions,
disc jockeys and other individuals with
music tieups were invited to a reception.
More than 100 guests heard songs from
"Sing Boy Sing." "Marjorie Morningstar"
and 'Merry Andrew" and from other forthcoming
pictures.
Easel copy explained the tieup of the
songs with the pictures, and a brochuie
on the spring film hits was given out. A
screening followed the reception. Deejays
plugged the songs and record company distributors
later set up giant campaigns to
push the numbers.
HER.ALDS AT 4
THEATRES
Heralds listing the new hits—^Intermountain
Theatres Spring Parade—were
distributed in the Utah, Capitol. Centre
. .
and Studio, beginning March 29. They
listed the pictures as "coming." When the
films opened, the heralds were rerun with
the words "now playing." Cross-plugging
was effective by use of trailers in the four
theatres.
A newspaper advance splash ad hit
March 30 with an eight-column, 14-inch
spread in the Sunday paper. The remaining
space was used for publicity about
Intermountain's coming attractions.
The two local newspapers cooperated,
too, with the Deseret News and Telegram
running a special article, headlined: "Good
Pictures Pay . Blockbusters Bring Boom
to Theatres." on the theatre page.
"The liveliest corpse in the nation today,"
Money Ideas . . . File 'em
Truman Riley, city manager for Interstate
Theatres at Paris, Tex., pays BOX-
OFFICE Showmandiser the following
compliment in a recent letter he forwarded
with a report on special newspaper
section he promoted:
"^Ve appreciate the many fine features
of your excellent tradepaper, and running
a theatre without it would be like
starting to the North Pole without knowing
which direction is north."
The pages of Showmandiser, fUled each
week with detailed reports on promotions
from Showman Riley and others like him
in all sections of the V. S. and Canada,
are perforated and punched for easy
filing.
the article began, 'is the movie industry.
Gloom peddlei-s tried to bury the business
a few months ago, but a series of good
pictures has brought it back.
"People who used to talk about television
programs now comment on the latest pictures.
'Peyton Place,' 'Sayonara,' 'Don't Go
Near the Water' and 'Witness for the
Prosecution' led off the new hit parade.
Not only did they furnish topics for conversation,
but they have been piling up
remarkable grosses at boxoffices acro,ss the
nation. All have done 200 per cent or more
of average business . . .
CHEERFUL NEWS STORY
"Moviegoers are standing for more than
an hour in long lines all over the country,
including in Salt Lake, to see 'The Bridge
on the River Kwai' and grosses are reported
nearing the first-week record set
by "The Ten Commandments.' "
The article listed other top pictures set
for openings in Salt Lake and ended with
a listing of "tested titles" of pictures still
to be released.
Highlights of the individual campaigns:
For "Marjorie Morningstar" a false front
at the Utah Theatre gained much attention.
It was especially effective, since the
annual conference of the Mormon Church
was held coincidentally with the big hits. A
giant-sized book on casters was rolled
around Main street to plug the picture.
Window displays were set up in four downtown
bookstores and 30 newsstands and a
40x60 standee in the Centre Theatre lobby
plugged the show at its sister theatre.
For radio plugs, the copy was: "Hear 'A
Very Pi'ecious Love"—It's Marjorie's theme
song that's sweeping the country." Deejays
had been playing the record for a
month, and it was played on the hi-fi set
in the Utah Theatre lobby and as intermission
music at the theatre. Heralds were
given out at hotels as a special "Where
to Go" service for guests.
TRIBUTE TO 'LIONS'
On "The Young Lions," a six-sheet setpiece
was used two weeks in advance in
the theatre lobby. The display contained
11x14 stills and special copy contained
these review lines by Howard Pearson,
Deseret News drama editor:
"We believe it
Lions) will be one of this year's
top hits. It runs more than 2V2 hours as
it relates the separate stories of three men,
their sweethearts, wives and friends, and
then picks up the three plots in an explosive
finish that will leave audiences gasping.
Through the whole film, right up to
the mighty finish, moves Marlon Brando to
prove himself one of the outstanding
craftsmen of the theatre."
A hi-fi set in the lobby of the Centre
,l«
C'^"
GREAT
STORIES!
MUSIC!'.
il."''
•
I'"*"
,
.1
MOTIOl^i
PICTURES
,
THAT
SPELL
b••r^ ,',...'
\f>' FOR
ALL!
w [mm mmm[t\immfmm
Starts FRIDAY
The ad reproduced obove is part of the eightcolumn,
14-inch display spread used by Intermountain
Theatres to call attention to its
lineup of big attractions in Salt Lake City.
This portion of the ad measured 5'/ix7V4
inches. Directly below this portion was a
5'2x6-inch display on "Marjorie Morningstar,"
and to the right was a five-column, 14-inch
display on "Merry Andrew."
played soundtrack recordings from the
picture, which was being cross-plugged via
trailers and heralds in the Capitol and
Utah theatres. Fifteen top 24-sheet stands
were used. Book stores set up window displays
and 30 newsstand outlets on the
pocketbook version of the picture were
used.
. . . Bouncing
. . .
'ANDREW ON RADIO
For "Merry Andrew," radio copy read:
" 'Everything Is Tickety-Boo.' Danny Kaye
is at his best singing this and six other
great songs . . . Clowning
Romancing ... in the happiest hit
in town."
Balloons in the theatre lobby gave a
festive atmosphere to the occasion. Albums
of songs from the pictui-e were played in
the lobby. A tie-in was effected with KUTV
(ABC television outlet) which gave a fiveprogram
plug to the picture on its Bimbo
the Clown program. Bimbo played "Tickety-Boo"
and gave free balloons to children
in the audience.
The campaigns listed above are being
duplicated in Twin FaUs, Boise, Provo and
Logan.
Campaigns on "The Long, Hot Summer"
and "The Sheepman" as well as other top
attractions also are under way. Helen Garrity
Yorke is directing the drives under
Ki'ier's supervision.
Terriiying Moment Contest
"My Most Terrifying Moment" was the
theme of a contest conducted in behalf of
the premiere of "Chase a Crooked Shadow,"
at the Little Carnegie Theatre in New York.
Twenty pairs of tickets were the prizes.
:|
— 94 — BOXOFTICE Showmandiser :: AprU 21, 1958

oeakr
OI'
SHOWMANDISER
INDEX
JAN. 1
MARCH 31
FEATURE AND SHORT
SUBJECT DIRECTORY
(Asterisk * denotes notional tieup)
ALBERT SCHWEITZER 50
APRIL LOVE *3
BABY FACE NELSON 70
BAND OF ANGELS 13
BIG BEAT, THE 76
BONJOUR TRISTESSE *15, '23
CAMPBELL'S KINGDOM 76
COWBOY *45
DAMN CITIZEN! 50
DARBY'S RANGERS...; 76
OONT GO NEAR THE
WATER 31, 41, 55
ENEMY BELOW, THE 33, 73
ESCAPADE IN JAPAN '15, 58
FORT DOBBS 57
GIFT OF LOVE, THE *13
GOLDEN AGE OF COMEDY, THE... 19
HENRY V 49
ISLAND IN THE SUN 46
JAILHOUSE ROCK 21
JAMES DEAN STORY, THE 4
KISS THEM FOR ME 16
LEGEND OF THE LOST 1, 65
LES GIRLS 2, 26
MARK OF THE HAWK 69
MISSOURI TRAVELER, THE '8
OLD YELLER 2, 45, 47, 51, 64
OPERATION MAD BALL 38
PAL JOEY 43
PARIS HOLIDAY 77
PERRI 7, 35, 51
PEYTON PLACE 7, 56
RAINTREE COUNTY 28, 32, 51, 73, 77
RODAN! 51
RUN SILENT, RUN DEEP '28, 61
SAD SACK, THE 1, 13
SAFECRACKER, THE 51
SAYONARA 1, *3, 40, 53, 57
SEVEN HILLS OF ROME 73
SKI CRAZY (Short Subject) 29
SLIM CARTER 27
TARNISHED ANGELS, THE 52
TEACHER'S PET *21
TEN COMMANDMENTS, THE.. 34, 65
WITNESS FOR THE
PROSECUTION '7, 27, 49, 57
ZERO HOUR! 10
GENERAL EXPLOITATION
DIRECTORY
ACADEMY AWARDS 26
AREA BUSINESS PROMOTIONS. ... 74
ART FILM PROMOTION 16, 36
BUBBLE BATH GIVEAWAY 8
CHILDREN'S SHOWS 27, 56, 71
CHRISTMAS 3, 11, 21, 22
DISCOUNT TICKETS 2, 64
DRIVE-IN BUSINESS
BUILDERS 32, 39, 55, 67
FIGHT WAISTLINE CAMPAIGN 25
GOLDEN AGE CLUBS 59
HORROR SHOWS 4, 23, 28
INDUSTRY SLOGANS.. 21, 43, 58, 70
LABOR UNION TIEUP 9
NEW YEAR'S 22
NEWSPAPER COOPERATION. 20, 75
PUBLIC RELATIONS 21, 33, 44
SPACE SHOWS 5
TEENAGE SHOWS 29, 44, 62
THEATRE WEDDING 71
TRADING STAMPS 35
Mirror Shows Reflection
Of 'Jailhouse' Patrons
A large-size mirror was placed on the
front of the Regent Theatre. Chatham,
England, by Manager G. Williams and assistant
G. Pemble with copy reading: "Look
here and see who's going to see Elvis Presley
in 'Jailhouse Rock' next week." The idea
caught on nicely.
The theatre staff constructed a giant
rock using spare hard board and ola broom
handles and the local artists completed it
with a collection of old art posters.
New Faces Series
In
8th Year
Harold Brown, president of United
Detroit Theatres, end Helen Bower,
screen critic of the Detroit Free Press,
are seen looking over one of the
panels in the New Faces display which
stretched along the long wall in the
Michigan Theatre lobby. Panels similar
to the one displayed above went
bock to 1950, when the citywide New
Faces contest was started by UDT and
the Free Press. Many of the players
featured in former years have achieved
success and stardom in the movie
world.
After Miss Bower runs the "New
Faces Going Places" series in the Free
Press, the theatregoers of Detroit vote
on their choice of the "Most Popular
Face." Previous winners Included
Groce Kelly, Morilyn Monroe, Jeff
Chandler, Natolie Wood and, more
recently, Yul Brynner.
%W.
10.000 Reprints Pointing Out Truth About
Television
More than 10,000 reprints of a column
by Jo Coppola in the New York Post comparing
the enjoyment in viewing old movies
on television and seeing new films in a
theatre were distributed at four Associated
Independent Theatres on Long Island—the
Levittown, Playhouse in Bellmore, Oceanside
in Oceanside and Larkfield in East
Northport.
The reprints, arranged by Ralph E. Donnelly,
district manager for Associated Independent,
contain a full reprint of the
column with a notation "This part in particular
expresses many truths," designating
several paragraphs, and at the side in
large type, "Get More Out of Life ... Go
Out to a Movie," plus of course, the Associated
Independent signature.
After pointing out that "I've watched old
films on television that cut prices, free
dishes and wild horses couldn't tempt or
drag me to sit through in a movie palace,"
the column states in part:
"There's no getting away from the fact,
however, that films lose a gi-eat deal of
impact and meaning when squeezed onto
the small screen. The audiences laughed
uproariously at 'Kind Hearts and Coronets'
and 'The Captain's Paradise' in the
movie houses. On TV, the satire was practically
nonexistent and the films were only
melodramas. 'The Magnificent Ambersons'
was completely diluted on TV. It wasn't
half the picture it had been on a large
screen and uncut.
"The cuts and commercials don't help
films on TV, but that's not the whole
story. A film on TV is simply not a film
in a theatre . . . the film is trying to create
a world of illusion.
"In a dark theatre with individual seats,
each member of the audience is alone yet
part of a crowd of strangei-s. There is a
magnetism of an audience there, too, all
BOXOFFICE Showmandiser :: April 21, 1958 — 95 —
Distributed to Theatregoers
sharing the same experience and all communicating—with
laughter, silence or embarrassed
coughs—their reaction. At home,
even with the lights out, it's still the living
room. Wlien a station break comes, someone
is bound to ask: 'How about a cup of
coffee?' Now, I ask you, how in thunder is
it possible to believe that Katharine Hepburn
is falling in love in East Africa, under
the circumstances?"
Hosford and Cookbook
Aid 'Traveler' in Frisco
Mary Hosford, wife of C. V. Whitney, the
producer, who has a part in the picture,
and her cookbook supplied substantial promotion
for "The Missouri Traveler" at the
Golden Gate Theatre in San F:-ancisco.
Miss Hosford, besides giving interviews,
etc., gave a cooking demonstration at the
Emporium department store, and had radio
tieups featuiing a contest with her cookbook
and passes to "Ti-aveler" as prizes.
Mark Ailing, Golden Gate manager, and
Larry Blanchard, publicist, also arranged a
"Missouri Ti-aveler" handicap at the Bay
Meadows racetrack, with sports page and
on-track publicity resulting.
Three high school drama departments
set up displays of one-sheets and stills in
the Golden Gate lobby in a deal Ailing has
with the teachers.
Stores Give Opening Tickets
All the merchants in Pleasanton, Calif.,
got in on the act when the Valley Drive-In
here opened its summer season. The grand
opening was tied in with a three-day shopping
promotion by the merchants, who gave
free tickets to store visitors whether or not
anything was pm-chased. The limit was two
tickets per customer per store.
1

BOXOFFICE
BAROMETER
This chart records the performance of current ottractions in the opening week of their first runs in
the 20 key cities checked. Pictures with fewer than five engagements ore not listed. As new runs
ore reported, ratings art added and overages revised. Computation is in terms of percentage in
reiotion to normal grosses as determined by the theatre managers. With 100 per cent os "normal,"
the figures show the gross rating obove or below that mark.
(Asterisk * denotes combination bills.)
'^^^"''
Across the Bridfre
(Rank)

An Interpretotlve anolyill of loy ond trodepreis revlewi. Th« plu« and minui ilgni Indlcot*
degree of merif. Listings cover current reviews, updated regularly. This d«portm«nt lervei
olso OS on ALPHABETICAL INDEX to feature releotei. Symbol W dcnotai BOXOFFICE
Blue Ribbon Aword Winner. Photography: O Color; i5> CinemoScop*; (Jf ViitoVUIon; f) Super-
Scope; vj() Noturomo. For listings by company, In the order of ralaata, ••• featura Chart.
Review digest
AND ALPHABETICAL INDEX
it Very Good; + Good; - Fair; - Poor; — Very Poor.
In the summary
it is rated 2 pluses, - as 2 mmuses.
? =
"S

REVIEW DIGEST Very Good; -> Good; — Foir; — Poor; - Very Po In the summory
•' is rotcd 2 pluses.

Feotura productions by compony )n order of releose. Number In square is noflonol raleoso date. Running
time is in parentheses. © is tor CincmoScopo;

.
.Ac
.Cameron
I
FEATURE CHART
.
RANK
QValut for Money (84) (J) C.
JiHui Gr«(son, Itlaiu Don
OTripIc Deception (86) ® Ac.
Mlcbad Cnli, JulU Aniall
The Third Key (84) My.
Juk Uivklm, liorotliy Allioa
OThe Blick Tent (85) (g) Ad.
Anihon; SiNle, Dootld Slndto
OTIie Gentle Touch (86) D.
Ueurie Usker. BsUnda Lea
0*n Alligator Ntmed Daisy
(84) ® C.
Donald Sladeo, DIan* Dors
OThe Spanish Gardener
(95) (8 D.
Dirk Bogarde, Joo WlilUley
OPuriuit of the Graf Suet
(106) ® D.
John GteiaoB. Aothoo; Quayle
®A! Long as They're Happy
(76) CD.
Jack Budunao, Jean Catson
One Way Out (60) D.
Jill AdjUDs, Lyndon Brook
Across the Bridge (103) D .
Bod SleljCT. Maria Landl, Datld
Knlfbt
CSThe Bolshoi Ballet (99) M..
Gslina Llaooia
S«lles of a Summer Night
(lOS)
CD..
L'lla Jacobsson, Harriet Andersson
(Snedlali-laniuage; Bielhb
UUea.)
Secret Place (81) D
Belloda Lee. Bonald Levis
OCampbell's Kingdom (102).. OD..
Dirk Bojarde. Stanley Baler,
Mlcbael Crilj. Barbara Murray
The One That Got Away (106). .0.
Tli« kty to Utttrs ond combtnotlont th«r«of Indlcoting story typ*: (Ad) Adventure Dramo; (Ac) Actton
Dromo; (An) Animoted-Acllon; (C) Comady; (CD) Comady-Dromo; (Cr) Crlmo Dromo; (DM) Drama
with Music; (Doc) Documanlary; (D) Dromo; (F) Fontosy; (FC) Forca-Comcdy ; (Ho) Horror Dromo; (HI)
Historical Drama; (M) Musical: (My) Mystary; (OD) Outdoor Drama; (SF) Scicnce-Flcllon; (W) Waitarn.
lUchael (kxMllUfe Hardy Krujer.
©Cattle Empire (83) © W.. 809-4 ©Paris Holiday (180) ® FC..5S14 The Female Animal (81) ® D..5819
Joel McCrea, Gloria Talbott Bob Hope. Femandel, Anltt
Hedy LaMarr. George Nader.
©The Long. Hot Sunnv
Ekberg. Martka Hyer
Jane Powell, Jan Sterling
(115) © D. .813-6 Run Silent, Run Deei
©Day of the Badmao
Paul Newman, Joanne Woodward (93) D..5813 (81) © W..5820
The Young Lions (167) © 0.. 814-4 Clark Gable. Burt Lancaster
Fred MacMurray, Joan Weldoo
REPUBLIC
20TH-FOX
a Last Stagecoach West
©Bernardine (95)
(67) *
C C/M.. 723-7 ©The Pride and the Passion
©Joe Butterfly (90) ©...C..5723
W..5617
J, Gt>T»or, P. Boone, T. Wooti
(132) ® D..5738 Audle .Murphy. Keenan Wynn.
Jim Uails, Mary Cajlle UOAn Affair to Remember
C. Grant. P. Sinatra, 8. Lorui
Burgess Meredith
(114) © CD.. 727-8 Boo Girl (79) M..5717
Cary Grant, Deborah Kerr
Buckskin Lady (65) W..5725 (J©Tammy and the Bachelor
The Abductors (SO) Ac .726-0 Outlaw's Son (89) Ac. 5739 (89) © CD.. 5724
Victor M(L.ulen, Kay Spain Hidden Fear (83) Ac. .5737 Debbie Reynolds. Leslie NIelseo
God Is My Partner (80) ® D. .724-5 John i'ayne, Anne Neyland
Walter Urennan, John Ho>-t
Apache Warrior (74) ®..W.. 731-0
Kellb Larscn, Jim Daila
OWill Success Spoil Rock
©The Monte Carlo Story
©Night Passage (92) ® 0D..5725
Hunter? (94) i© ...C. 732-8 (99) ® CD. 5728 Jamej Stewart. Audle Murpby
Javne .Mansfield. Tony Randall
Marlene Dietrich. Vlttorlo de Slca
A Hatful of Rain (109) ® 0. .725-2 Fuzzy Pink Nightgown
The Midnight Story
Kva Marie 9i\nt. Don Murray
(87) CO.. 5740 (89) © My.. 5726
©Sea Wife (82) © 0. 737-7 Jane Ru.ssell, Ralph Meeker
T. Curtis, M. Pavan, G. Roland
Jo.in Collins, Richard Burton Valerie (84) D..5741
Hell on Devil's Island
Anita Ekberg, Sterling Hayden The Land Unknown (78) ©SF..S727
(74) ® Ac. 735-1 Lady of Vengeance (73) . .5744 Jock Mahoney, William Reynolds
Helmut Dantlne. Donna Martell My Gun Is Quick (88) . . . My. .5743
Jungle Heat (75) Ac. 5742
E OPawnee (80) W. .5614 Unknown Terror (77) ij) Ho. .733-6 Gunsight Ridge (85) W..5747 ©Interlude (89) © D,,5728
(ieflrce Montgomery, Lola Albright Back From the Dead
Joel McCrca, Mark Stevens
June Atlyson, Rossano Rrazzl
gl Taming Sutton's Gal
(79) ® Ho.. 734-4 The Careless Years (70) . D. .5749 ©Run of the Arrow (86) 0D..5729
(71) D..561S Forty Guns (80) © ....W.. 736-9 Dean Stockwell, NatAlle Tnindy (RKO) . .Rod Stelger. Sarlta Mootell
Jobn Lupton. (aorta Talbott
Harb.ira Stanwyck, Barry Sullivan Chicago Confidential (74) Ac. 5748
O The Wayward Girl
©The Sun Also Rises
Brian Keith, Beverly Garland ©Joe Dakota (79) W. .5730
(71) i» D..5621 (129) © D. 738-5 Enemy From Space (84) . .SF. .5745 Juck .Mahoney. Luana Patten
Marcli Henderson, Peter ffalkef TjTone Power. Ava Gardner
O Operation
Brian Donlevy. Sidney James
Conspiracy
That Night (88) D..5731
ODeerslayer (78) © ..OD.. 740-1 Satchmo the Great (63) . .Doc. .5730 (RKU) John Real. Augusta Dabne;
(69) D..5618 Lex Barker, Rita Moreno
lyouls Armstrong, Edw. R. Murrow
Philip Friend. Mary MacKemle Copper Sky (77) ® W.. 739-3 Street of Sinners (76) . . .0. .5746
[H Hell Canyon Outlaws
No Down Payment
Time Limit (96) D..5752 UMan of a Thousand Faces
(72) W..5616 (105) © D.. 743-5 Richard Wldmark, R. Basebart
(122) © D..5733
n^e Itobertsoo. Brian KelU,
Tony Randall, Joanne Woodward
James Cagncy. Dorothy Malooe.
Eosanos Bory
3 Faces of Eve (91) © 0. 747-6 Hell Bound (70) Ac. 5750 Jane Greer. Marjorle Kambeau
Panama
ElenA
Sal (70)
Verdugo,
(gl. .
Edward
.C. .5622
Kemmer
Joanne Woodward, David Wayne John Russell, June Blair
Abominable Snowman
©Quantez (80) © W..5734
(85) ® Ho. .746-9 The Girl in Black Stockings
Fred MacVurray. Dorothy Malone
Ghost Diver (76) ® ...Ac, 750-0 (73) CD.. 5716
gl
James Oalg, Audrey Totter
Mamie Van Doren, Lei Barker ©Unholy Wife (94) D..5735
Rockabilly Baby (81) ® D.. 741-9
Diana Dors, Rod Stelger, Tom
Young & Dangerous (78) ® D. .742-7
Tryon, Beulah Bondl
iH Raiders of Old California
©Stopover Tokyo (98) © D.. 745-0 Baby Face Nelson (85) . . . D. .5755 Slaughter on Tenth Avenue
(72) W..5701
Itobert Wagner, Joan Collins
Mickey Rooney, (Carolyn Jones
(103) D..5801
Jim Davis. Arleen Whelan
Under Fire (78)
U Crooked Circle (72) ®
® ....D.. 748-4
Richard Egan, Jan Sterling
Ac. 5702 Uex Reason, Henry Morgan
©Slim Carter, (82) CD.. 5802
John Smith, Fay Spain
y ©April Love (98) ©..M. 755-9
Jock Mahoney, lira Hovey
£§ Eighteen and Anxious
Pat Boone, Shirley Jones
©Escap^.dc in Japan (93) ® D. .5803
(91) D..5770 Ride a Violent Mile
Te.csa Wright, Cameron Mitchell
Mary WebsUr, WUUam Campbell
(80) ® Ac, .749-2
©Doctor at Large (99) ® C..5804
H Thunder Over Tangier
John Agar, Penny Edwards
Dirk Bogarde, Muriel Pavlow
(66) My.. 5703
Robert Button, Lisa Oastonl
S Hell Ship Mutiny
©Kiss Them for Me
©Legend of the Lost
The Monolith Monsters
(66) Ac. 5704 (101) © C. 751-8 (110) ® Ad.. 5801 (76) SF..5805
Jon Hall, John Carradine
Cary Grant, Jayne Mansfield
John Wayne, Sophia Loren
Grant Williams, Lola Albright
©Love Slaves of the Amazons
SS Gunfire at Indian Gap
©Peyton Place (157) © D.. 802-9 The Dalton Girls (71) .. .Ac. .5757 (81) Ac. 5806
(70) ® W..5705 Lana Turner. Lloyd Nolan, Hope Penny Edwards, Merry Anders Don Tajior, Clanna Segale
Lange. Lee Philips. Diane Varsl
©My Man Godfrey (92) ©CD.. 5807
O The Fighting Wildcats
Man on the Prowl (86) . . . Or . . 5756 June Allyson, David NIven
(74) Ad.. 5706
Mala Powers. James Best
The Violators (76) Cr..5808
Keefe Brasselle, Kay C^llard
Arthur O'Connell, Nancy Malooe
M Outcasts of the City
©The Enemy Below
Gun Fever (81) W..5803 ©This Is Russia (68) .. Doc. . 5809
(61) Ac. 5707 (98) © D.. 803-7 Mark Stevens, John Luptoo
©All Mine to Give (102) . .D. .5810
Osa Massen. Robert Hutton
Robert Mltchum, Curt Jurgens
(RKO) . Mitchell. Olynls
Cross-Up (83) D..5808 Johns
Escape From Red Rock
Larry Parks, Q>nstance Smith The Tarnished Angels
(75) ® D.. 806-2
(91) © D..5811
Brian Donlery. Ellene Janssen The Quiet American (120) . .D. .5809 Rock Hudson. Dorothy Malone
Audle Murpby, Mlcbael Redgrave Man in the Shadow (80) © D..5S12
Diamond Safari (67) ® D.. 807-8
Jeff Chandler, Orson Welle*
Kevin McCartliy
13 Scotland Yard Dragnet
Sing Boy Sing (90) © D/M.. 805-2 Witness for the Prosecution
©The Girl Most Likely
(74) 0..5708 Tommy Sands. Edmond O'Brien
(116) D. 5810 (98) C/M. 58U
Roland (Silver. Palrtda Roc
©Gift of Love T.
(105)
M International Counterfeiters
© D. 808-6
Power. M. DleUleh, 0. Laughton
ertson, Keith Andes
(RKO).. Jane Powell, Cliff Bob-
Lauren Bacall.
(..) D..
Robert Stack
Gordon Howard, Trlna (harden ©Beautiful But Dangerous
Fort Bowie (80) W. . 5806 Flood Tide (82)
O The Notorious Mr, Monks
(103) D.. 816-9
© D.,5814
Ben Johnson, Jan Harrison
(70) D..5712 Glna
George Nader, Cornell Borcbera,
Lollobrlglda, Robert Alda
Michel Ray
Vera Ralston, Don Kelly
Plunder Road (71) ®..Cr.. 810-2 Lost Lagoon (79) Ac .5812
O Girl In the Woods (71).. D.. 5771 Gene Ra>'mood, Jeanne Cooper
Jeffrey Lynn, Peter Dontt
Forrest Tucker. Maggie Hayes
61 Juvenile Jungle (69) ® D..5711 Ambush at Cimarron Pass
Paths of Glory (85) D. .5805 ©The Lady Takes a Flyer
(^rey Allen. Rebecca Welles
(73) ® W.. 815-1 Kirk Douglas, Adolphe Menjou
(94) © CO.. 5817
Scott Brady. Margla Deio
Lana Turner. Jeff Chandler
m Young and Wild (69) ® D. .5710
Ride Out for Revenge (79) W..5811
Gene Evans, Scott Marlowe ©A Farewell to Arms
Rory (Calhoun. Gloria Grabame Damn Citizen! (90) Doc. Dr...5818
(152) © D.. 801-1
Keith Andes. Maggie Hayes
O The Strange Case of
B. Hudson. J. Jones. V. de Slca Steel Bayonet (84) ....AC. 5802
Or, Manning (..) ..D.,
Leo Qenn. RJeroo Uoore
Bon Randoll, Oreta Qynt
Count Five and Die
(92) © Ac. 817-7
Jeffrey Hunter. Nljel Patrick
Marlon Brajido. Montfomery Cllft. Return of Dracula (77), .Ho. .5815 Summer Love (85) D..5821
Dean M&rtln, Hope Laiwe
Francis Lederer. Noma
Jobn Saion, Judy Meredltk
Eberbardt
©The Big Beat (81) M..5822
Bnica Bennn, Jlo Dirlg
Flame Barrier (72) SF..5816 Oogl Grant. Jeffrey Iton*
Arthur Fran2. Katlileen Crowley
Flaming Frontier ( . . ) ® W. .
UNITED ARTISTS 3 ti UNIVERSANNTl
i
'
I
10
BOXOFFICE BookinGuide April 21, 1958

.
.
.
f The key to lettert and comblnatloni thereof Indicating itory type: (Ad) Adventure Drama; (Ac) Action
Dromo; (An) Animated-Action; (C) Comedy; (CD) Comedy-Dromo; (Cr) Crime Droma; (DM) Drama
with Music; (Doc) Documentary; (D) Drama; (F) fantasy; (FC) Force-Comedy; (Ho) Horror Drama; (HI)
Historical Droma; (M) Musical; (My) Mystery; (OD) Outdoor Drama; (SF) Sclsnce-Fictlon; (W) Western.
'oeake'
O
=3
<
UJ
ca
UJ
CO
m
O
O
>-
Of
Oli.
WARNER BROS.
[S QJht Prince and the Showgirl
(117) CD.. 618
Marilyn Monroe, Laurence Olivier
ax the Unknown (80) ..SF..619
Dean Jaet;er, Edward Chapmao
W ©The Curse of Frankenstein
(83) Ho.. 620
Peter Cusblng. Haiel Court
|l]@Band of Anoels (127) D..621
Clark liable. Yronne I'e Carlo
l!^ Rising of the Moon (81) D..622
Frank Lawton, Penis O'De*
El The James Dean Story
(82) Doc.. 623
James [)ean
SS UOThe Paiama Game
(101) M..701
Durls Day, Jolm Raitt, Carol
Haney
j Black Patch (S3) W..702
(jeorge Montgomery, Diane Brewster
J Johnny Trouble (80) D..703
Etiiel Barrymore, Carolyn Jones
[U The Helen Morgan Story
(118) © D.
Ann BIyth, Paul Newman
,704
BThe Black Scorpion (88) Ho.. 705
Itlctiard Denning, Mara Corday
[E ©The Story of Mankind
(100) D..706
Itonald Colman. Bedy LaMarr, 40
oilier
stars
g| Woman in a Dressing
Gown (93) D..707
Yvonne Mitchell, Anthony Quayle
a ©Bombers B-52 (106) © D. .708
Karl Maiden, Natalie Wood
[3 Jamboree (86) R/M..709
Count Basle. Fats Domino, Kay
Medford, Robert Pastlne
51 Grccn-Eyed Blonde (73).. D.. 710
Susan Oliver, Tom Greenway
U Forbidden Desert (45) Featurette
a ©Sayonara (147) ® ..D..711
Marlon Brando, Patricia Owens,
Martha Scott, James (jamer
a Fort Dohbs (90) W. .713
Clint Walker, Virginia Mayo
i2 Darby's Rangers (121) . . D. .714
James Ciarner, EtcMka Choureau
a Lafayette Escadrille (93) D..716
Tab Hunter, Etchlka Choureau
[5] ©Marjorie Morningstar
(125) D..717
NataUe Wood, Gene Kelly, Ed
Wynn, Carolyn Jones
311 Chase a Crooked Shadow
(87) My.. 715
Richard Todd. Anne Btxter
ASTOR
Stranger In Town (74) . .D. .May 57
Alei NIcol, Colin Tapley, Anne
MISCELLANEOUS
I'alge
Black Tide (79) D..Jun 57
John Ireland, Maureen Clonnell
Time Without Pity (88) . D. .Jan 58
.
.Mk-hael liedgravc, Ann Todd
Date With Disaster (61) D.. Feb 58
Tom Drake, Slilrley Eaton
BUENA VISTA
If All the Guys in tht World
(95) Ad..Jun57
Andre Valmy, Jean Oaven, (Jeorges
Poujouly, (Frencb-language: Eng.
titles)
©Johnny Tremain (80) . .Ad. .Jul 57
Hal StJLlmaster, l.uana Patten
©Perri (75) Nature Fantasy Nov 57
yOOId Yeller (S3) 0D..Dec57
Dorothy McGulre, Fess Parker
©The Story of Vickie
(108) CD.. Feb 58
Romy Sehnelder, Adrian Hoven
©The Missouri Traveler
(103) WD..Mar58
Brandon de Wilde. Oaiy Merrill
BURSTYN
Stella (93) D.. Oct 57
Mellna Mcrcourl, Georges Foundas
(Greek-Ianeriage: Eng. titles)
CONTINENTAL
©The Love Lottery (82) C. Feb 57
David Nlven. Peggy (Simmlns
©Raising a Riot (91) . .C. .May 57
Kenneth More, Mandy MlUer
The French They Are a Funny
Race (83) C..Jun57
Martlne dml. Jack Buchanan, ,
Noel-Noel
(&gllsb-language)
Maid in Paris (88) C. Aug 57
Danny Robin, Daniel GellD
(French-language: Eng. titles)
©A Novel Affair (83) ..D.. Sep 57
Ralph Richardson, Margaret
Lelt^hton
Brothers in Law (95) C. .Oct 57
Richard Attenborough, Ian Carmlcbael
Deadlier than the Male
(100) D. .Nov 57
Jean Gabln. Danielle Delormc
Gcnaise (116) D.. Jan 58
Maria Scbell. Francois Perler
DCA
©Don
Giovani
(157) Opera Film Apr 57
Cesare Slepl. Lisa Delia (Ssa
Battle Hell (112) D.. May 57
(Formerly "Yangtze Incident")
Richard Todd, Akin Tamlroff
Monster From Green Hell
(71) Ac. May 57
Jim Davis, Barbara Turner
Half Human (63) Ho.. May 57
John Carradlne, Robert Karnes
©The Miller's Beautiful Wife
(92) C. .May 57
Vlttorlo de Slca. Sophia Loren
Green Man (80) . . M/C. .Jun The 57
Alastalr Sim, George Cole, JU
.\dams
iThe Deep Six (105) . .D. .712
Alan Ladd, Dianne Foster, William
Bendli
©Scandal in»Sorrento
(92) © C. Jun 57
Vlttorlo de Slca, Sophia Loren
(Dubbed In English)
The Devil's General (120) D. .Aug 57
(^rt Jurgens, Marianne Cook
(German-language: Eng. titles)
The Silken Affair (96) . .C. .Sep 57
David Nlven, Beatrice Straight
Escapade (87) CO.. Sep 57
John Mills. Alastalr Sim
Hell in Korea (82) D. .Oct 57
Stanley Baker. George Baker
Please! Mr. Balzac (99) C. Oct 57
Brleltte Bardot, Daniel Gelln
. D .
. Oct 57
(French-language: Eng. titles)
End of the Road (76) .
Flnlay Currie, Edward Chapman
©Rodan! (70) SF..Noy57
(Engll-sh-dubbed: Japanese cast)
Cast a Dark Shadow (84) D . . Nov 57
Dirk Bngardc, Margaret Lockwood
Panic in the Parlor (90) C. Nov 57
Peegy Mount. Shirley Eaton
Every Second Counts
(94) © Ac. Nov 57
Barbara Laage, Jean-Mare Tblbault
(French-language; English titles)
The Flesh Is Weak (90) D, Nov 57
John Derek, Mllly Vltale
Blond in Bondage (92) D . . . . Nov. 57
Mark Miller, Anita Tballaug
(Dubhed In English)
Blue Peter (93) . D . . Dec. 57
The .
Kleron Moore, Greta Gynt
Teenage Bad Girl (100) D.. Dec 57
Anna Neagle, Sylvia Syms
Teenage Wolf Pack (89) D.. Dec 57
Ifcnry Bookholt, Karen Baal
(German-made: Eng. dubbed)
The Golden Age of Comedy
(78) C. .Jan 58
Will Rogers, Laurel li Hardy,
Carole Lombard, other comedians
ot the past
The Confessions of Felix Krull
(103) CD..Mar58
Ueru-y Bookholt, Lisa Pulver
(Gorman-language: Eng. titles)
Of Life and Love (103) D.. Mar 58
Anna Mugnanl, .\ido Fabrlzi
(Italian-language; Gng. titles)
©Three Men in a Boat
(..) ® FC. .Apr58
Laurence Harvey, Jimmy Edwards
©The Red and the Black
(..) D..Apr58
Gerard Phlllpc, Danielle Darrleui
(FreiKh-langua^e; Eng. titles)
Time Lock (74) D.. Apr 58
Robert Beatty, Lee Patterson
The Secret (79) D.. Apr 58
Sam Wajuunaker, Mandy
JOSEPH BRENNER ASSOC.
Drew Pearson Reports on the Holy
Land (60) Doc. .Mar 57
Narrated by l>rew Pearson
LOUIS deROCHEMONT
©Albert Schweitzer
(80) Doc Mar 57
(Produced by Hill and Anderson)
MAGNA
©South Pacific
(170) Todd-AO Apr 58
Rossano BrazzI, Mltzi Gaynor,
John Kerr, Juanlta Ball
(Film version of the Rodgers &
Hammerstein stage show)
TRANS-LUX
U Strada (107) D.. Apr 57
Anthony (Julnn, GiulietLa Maslna
(Italian with Eng. titles and
EngUsh-laDguage versions available)
Danger Flight 931
(78) D.. Apr 57
Danny Robin, Dieter Borctae
(Fr. language—Eng. titles)
Bed of Grass (80) D.. Jul 57
Anna Brazzou, Mike Nichols
(Greek language—Eng. titles)
Four Bags Full (85) ..C. Sep 57
Jean Gabln, Bourvll
(Fr. language—Eng. titles)
©Melbourne Rendezvous
(90) Documentary Oct 57
The 1956 OUiniilc games
REISSUES
BUENA VISTA
©Snow White and the Seven
Dwarfs (83) An.. Apr 58
COLUMBIA
The Harlem Globetrotters
(80) CD.. Oct 57
Thomas Gomez, Dorothy Dandrldge,
and the original Harlem Globetrotters
Paratrooper (87) Ac. . May 58
Alan Ladd, Leo Genn
Hell Below Zero (91) Ac. May 58
Alan Ladd, Joan Tetzel
MGM
The Bride Goes Wild (98) C. .Jun 57
June Allyson, Van Johnson
Our Vines Have Tender Grapes
tl05) D.. Jun 57
Edward 0. Robinson, Margaret
O'Brien
PARAMOUNT
©For Whom the Bell Tolls
(130) D..May57
Gary ciooper, Ingrld Bergman, A.
Tamlroff
Sailor Beware (96) C. .Sep 57
Dean Martin, Jerry Lewis
Jumping Jaclis (103) C. Sep 57
Dean Martin, Jerry Lewis
REPUBLIC
©The Quiet Man (129) CD.. May 57
John Wayne, Maureen O'Hara,
Ward Bond
20TH CENTURY-FOX
The Song of Bernadette
(156) D.. Mar 58
Jeniiii'er Jones, Vincent Price,
Charles
BIckford
WARNER BROS,
Jim Thorpe—Ail American
(105) D.. May 57
. D . . May 57
Burt l.Anca.sler, Charles BIckford
The Winning Team (98) .
Doris Day, Ronald Reagan, F.
Lovejoy
Bright Leaf (110) D.. May 57
Gary Cooper, Lauren Bacall
The West Point Story
(107) D.. May 57
James Cagney, V. Mayo, Doris Day
Strangers on a Train
(101) D.. May 57
Farley Granger, Ruth Roman
Young Man with a Horn
(112) D ..May 57
Kirk Douglas, Lauren Bacall,
Doris Day
.
FEATURE CHART
COMING
ALLIED ARTISTS
Joy Ride QJi Ac
Gene Evans, Scott Marlowe
The Pagans D.
Pierre Cressoy, llelcne Remy
Never Love a Stranger D..
John Drew Barrymore, Llta Milan
©Bullwhip © CD..
Guy .MaclLion, Rhonda Fleming
Cry Baby Killer D.
Jack Nicholson, (^rolyn Mitchell
©Queen of the Universe ©
. . . D.
Z.sa Z^a Gabor
Attack of the 50 Foot Woman SF..
Allison Hayes. VYUllam Hudson
Hong Kong Affair Ac.
Jack Kelly, May Wynn
Dateline Tokyo Ac .
Mlchl Kohl. Richard Long
Frankenstein.1970 © Ho..
Boris Kailoff, Jana Lund
©Snowfire
OD..
Molly McGowan, Bob Megowan
AMERICAN INTERNATIONAL
Fantastic Puppet People ....Ho..
John Agar, John Hojl, June Kenni-y
BUENA VISTA
©The Light in the Forest. .. .OD.
Fess Parker, Wendell Corey,
Joanne Dru, James MacArthur
©The Young Land OD..
Patrick Wayne. Dennis Hopper
©Stage Struck D..
Henry Fonda, Susan Strasherg
COLUMBIA
©This Angry Age ® D..
S. Mangano. A. PerUns, Valll
She Played With Fire D..
Arlene Dabl, Jack Hawkins
The Goddess D.
Kim Stanley. Lloyd Bridges
©The 7th Voyage of Sinbad Ad. .
Kenvln Mathews. KathryTi Grant
Me and the Colonel D.,
Danny Kaye. Curt Jurgens
Gideon of Scotland Yard D..
Jack Hawkins, Dianne Foster
Let's Rock M .
Julius LaRosa, Phyllis Newman
The Lineup Ac.
EU Wallach, Warner Anderson
©Tank Force © D..
Victor Mature, Leo Oenn
The Whole Truth D..
Stewart Granger, Donna Reed
©Revenge of Frankenstein. ... Ho.
Peter (Wishing, Eunice Gayson
The Case Against Brooklyn. .. .Ac .
Maggie Hayes. Darren McGavin
©Gunman's Walk ©
OD..
Van Beflln, Tab Hunter
MGM
©Raintrce County 65 D..
Elizabeth Taylor, Montgomery Olft
©Gigi
C/M..
Leslie Caron. Maurice Chevalier
Cry Terror D.
James Mason, Inger Stevens, Rod
Steigcr. Angle Dickinson
Handle With Care D.
Dean Jones. Joan O'Brien,
Thomas Mitchell
©The Sheepman © CD..
Glenn Ford, Shirley .MacLalne
Tunnel of Love MC.
Doris Day. Glenn Ford
©Tom Thumb M..
liuss Tamblyn, .\lan Young
Imitation General D..
Glenn Ford. Red Buttons. Talna
Elg
High School Confidential D..
Russ Tamblyn, Jan Sterling
©The Reluctant Debutante ©..C.
Rex Harrison, Kay Kendall, John
Saxon, Sandra Dee
©Tarzan's Fight for Life ©..Ad..
Gordon Scott, Eve Brent
The Haunted Strangler Ho..
Boris Karloff, Jean Kent
Fiend Without a Face Ho..
Marshall Thompson, Kim Parker
PARAMOUNT
Hot Spell vV;
Booth,
0..
Quinn
Anthony
The
Slilrli'v
Matchmaker (S C.
Shirley Booth, Anthony Perkhis,
Shirley MacLalne
©Vertigo (?) D..
James Stewart, Kim Novak
St. Louis Blues ® D/M.
Nat "King" Cole. Eartha Kltt
©Houseboat (g CD..
Cary Grant, Sophia Loren
Another Time, Another Place.. D..
Una Turner, Barry Sullivan
King Creole S> ••••
Elvis Presley. Dolores Hart
©Rock-a-bye Baby ® C.
Jerry Lewis, Marilyn Maxwell
Black Orchids (J)
D..
Anthony Qulim, Sophia Loren
.
.
Across the Everglades D .
©The Buccaneer ® D/M..
Yul Brynner, Charlton Ileston,
Claire Bloom, Inger gteren
REPUBLIC
Held on Suspicion D..
Phyllis Kirk, Dan O'UerUhy
The Man Who Died Twice At.
liwl Cameron, Vera Balstoo
Maybe Smith Ac.
Macdonald (irey. Auilrey Totter
RANK FILM DIST'RS OF AMER.
Hell Drivers ® AC
8t.inley Baker, Herbert Lorn
©Dangerous Exile ® 0..
Louis Jourdan, Hellndi Lee
Night Ambush D.
Dirk Bugarde. Marlus (Coring
©Robbery Under Arms Ac.
Peter Finch, Ronald Lewis
Seven Thunders .
Stephen Buyd. Kathleen llarrtsoo
©The Gypsy and the Gentleman D .
Mnllna Mercouri, Keith MIchell
20th-FOX
©Fraulein © D.
Mel Ferrer, Dana Wynter
©From Hell to Texas © D..
lion Murray. Diane Varal
©The Barbarian © D..
John Wayne. Elko Ando
Ten North Frederick ©
.
Gary Cooper, Suiy Parker, Diane
VarsI, Geraldine Fitzgerald
How to Rob a Nice Little Bank
© c..
Tom Ewell, Mickey Hooney
©Sierra Baron © W.
Brian Keith, Rick Jason, Rita Gam
Blood Arrow W..
Scott Brady. Phyllis Coatee
Family Doctor © 0..
Rick Jason. Lisa Gastonl
The Naked Earth © D..
Richard Todd, JulietU Oreco
UNITED ARTISTS
Calypso Island Ac .
Maile Windsor, Vlnce Edwards
Bury the Living Cr..
I
Richard Boone, Peggy Maurer
They Can't Hang Me Ac.
Volande Donlan, Terence Morgan
©The Vikings ®
Ad..
Kirk Douglas, Tony Curtis.
Ernest Borgnlne, Janet Lelgk
©The Big Country ® OD..
Gregory Peck, Jean Simmons
Operation Murder D..
Tom Conway. Sandra Dome
God's Little Acre 0..
Rober*. Ryan, Aldo Bay
UNIVERSAL-INT'L
The Voice in the Mirror D.
Julie London, Richard Egan
©The Western Story OD .
Jock Slahoney, Linda Cristal
The Wonderful Years ® 0..
John Sa-\on, Sandra Dee
©Never Steal Anything Small © D..
James Cagney, Shirley Jons
And Ride a Tiger © D--
June Allyson, Jeff Chandler
Once Upon a Horse C.
Dan Rovan, Dick Martin
©The Mark of the Hawk D..
Sidney Poltier, Eartha Kltt
Touch of Evil 0--
Charlton Heston, Janet Ulgh,
Orson Welles
1 Married a Woman C.
George Gobel, Diana Dors
Horror of Dracula Ho..
Peter Cushing, Melissa Strlbling
The Thing That Couldn't Die.. Ho..
William Reynolds. Andra Martin
©This Happy Feeling © CD..
Debbie Reynolds, Curt Jurgens
©A Time to Love and a Time
to Die © D..
John Gavin. Lisa Pulver
©Twilight for the Gods 0..
Rock Hudson. Cyd Charlsse
WARNER BROS.
No Time for Sergeants C.
Andy Griffith. Myron McCormlck
Dangerous Youth D..
Gi^jrge Bilker, Prankie Vaughan
©Westbound
OD..
Randolph Scott, Virginia Mayo
Onionhead C.
Andy Orllflth, Felicia Fart
The Left-Handed Gun W.
Paul Newman, Ula Milan
Indiscreet
Cary Grant. Ingrld Becgmio
©The Naked and the Dead
© D-
Aldo Ray. Cliff Robertson
Burl Ives, Christopher Plmnmer,
Gypsy Rose Lc«
Stakeout on Dope Street Cr.
Yale Weiler. Abby Daltoo
Violent Road Ac.
Brian Keith, Merry Anders
BOXOFFK^ BookinGuide April 21, 1958 il

—
—
—
"S.
XHIBITOR HAS HIS SAY
AMERICAN INTERNAT'L
Beast With 1,000,000 Eyes, The
(AIP) — Reissue. Paul Birch,
Lorna Thayer, Dick Sargent. Another
midnight show and another
wonderful crowd of teenagers,
even though there was a snowstorm.
They came out to get
spooked, but were disappointed.
"The show was not spooky enough
for them. I had a dance before
the show and they liked that.
Personally, I thought this picture
was very good and I can't complain
of the business, so I guess
everything went fine. Played
Prl. Weather: Snowstorm.—Harry
Hawkinson, Orpheum Theatre,
Marietta, Minn. Pop. 380.
Like Old Days
Don't stay away from "Don't
Go Near the Water." Just like
the good old days when MGM
was riding high. More people
saw this than 'Teyton Place"
and they loved every minute.
We played It six days.
Anditorium Theatre
Red Wing, Minn.
JIM FRASER
BUENA VISTA
Perri (BV)—Dramatic Fantasy.
This is very good. Only thing
against it is the running time. It
really needs to be double billed,
but we were well satisfied with
the business it did as a single.
Played Sat., Sun. Weather: Good.
—Harold Smith, Dreamland Theatre,
Carson, Iowa.
COLUMBIA
Shadow on the Window, The
(Col)—Phil Carey, Betty Garrett,
John Barrymore jr. A teenage
murder picture with slight suspense.
Nothing concerning a
"shadow" that we could detect.
Lower half. Played Tues., Wed.—
Prank E. Sabin, Majestic Theatre,
Eureka, Mont. Pop. 929.
Tijuana Story, The (Col)—Rodolfo
Acosta, James Darren, Jean
Willes. This is a midweek picture
which is very satisfactory with a
lABOUT
PICTURESI
ALLIED ARTISTS
Ruwhide Trail. The (AA)—Rex
Reason. Nancy Gates, Ann Doran.
There is only one tlUng wTong
with this show and that Is no
METRO GOLDWYN-MAYER
color. I thought that the picture
was a good western and I think Fearless Fagan (MGM)—Reissue.
Janet Leigh, Carleton Car-
the other people did too. I am
wondering what Is happening. penter, Keenan Wynn. The distributors
were short of product
For two weeks business has been
above average. As I stood In the so they dug this one up from
lobby Sunday I saw a lot of people
who Just never came to the posed and cut (I can't believe
under the pile. It was so decom-
show. I think that TV Is losing this is due to heavy playdates!)
Its newness. I hope I'm right. the film jumped all over the
Played Sat., Siui. Weather: Cool. place. I am sure some of the sequences
got mixed up, because
—Harry Hawkinson, Orpheum
Theatre, Marietta, Minn.
our patrons (all 80 of them)
started laughing their heads off!
Sabu and the Magic Ring (AA)
I was too ashamed to ask them
—Sabu, William Marshall, John
why. I could only guess. They
Doucette. Nothing big, but it paid
were splitting their sides thinking
about the old silent movie-
the bills ajid that's something
on Tuesday and Wednesday.
days and where in the hell Klein
Charles E. Smith, La Mar Theatre,
Arthur, 111. Pop. 2,000.
got this one! I don't blame them
one bit either. Played Sun., Mon.
couple of Columbia's good comedies.
Played Tues., Wed., Thurs.
Weather: CSood. — B. Berglund,
Trail Theatre, New Town, N. D.
Weather: Cool.—Dave S. Klein,
Astra Theatre, Kitwe - Nkana,
Northern Rhodesia, Africa.
Les Girls (MGM)—Gene Kelly,
Mitzi Gaynor, Kay Kendall. A
spicy package, above average entertainment
values, with gorgeous
color. Did slightly above average,
which is still a terrible gixjss. The
B" rating hurt it. This one is
more for the large city clientele.
Played Sun., Mon. Weather:
Good.—Leonard J. Leise, Roxy
Theatre, Randolph, Neb.
Little Hut, The (MGM)—Ava
Gardner, Stewart Granger, David
Niven. Delightful sophisticated
comedy with three outstanding
stars. It was a delight to watch
Niven and Stewart in their verbal
battles over Ava. Capacity
houses for this one, but strange
to say, opinion evenly divided.
Those who liked it raved over it.
Others disliked it. Highly recommended
for the better class
houses. They won't understand it
in the Ozarks! Played Tues.-Sat.
Weather: Rain.-Dave S. Klein,
Astra Theatre, Kitwe - Nkana,
Northern Rhodesia, Africa.
PARAMOUNT
Devil's Hairpin, The (Para)—
Cornel Wilde, Jean Wallace, Arthur
Franz. Here is one of the
best little pictures we have played
in months. Excitement, thrills,
color, everything the young people
go for. The few older people
who saw it liked it as well as the
young ones. Had the best Saturday
night we have had all winter.
Played Thurs., Fri., Sat.
Weather: Nice.—Mr. and Mrs.
George Mason, Tecumseh Theatre,
Tecumseh, Neb. Pop. 2,100.
Gunfight at the O.K. Corral
(Para) — Burt Lancaster, Kirk
Douglas, Rhonda Fleming. One
of the few top westerns of late.
Fine story and cast. VistaVision
and color excellent. Business
very good. Don't pass it up.
Played Fri., Sat., Sim.—Frank E.
Sabin, Majestic Theatre, Eureka,
Mont. Pop. 929.
Mister Rock and Roll (Para)
Alan Freed, Rocky Graziano,
Teddy Randazzo. This was a picture
they really went for. We
made a buck for a change. If
you haven't already played It,
don't pa.ss it up. Played Sun.,
Mon. Weather: Rainy.—Charles
E. Smith, La Mar Theatre, Arthur,
111. Pop. 2,000.
Sad Sack, The (Para)^Jerry
Lewis, David Wayne, Phyllis Kirk.
I can't see why Lewis needs Martin.
This gave us our best Saturday-Sunday
this winter. They
really like this typ)e of show here.
Played Sat., Sun. Weather: Good.
—Harold Smith, Dreamland Theatre,
Carson, Iowa. Pop. 613.
Lovely Color
I have been in this business
a good many years, but I have
never seen such beautiful clear
color as that In "Legend of the
Lost." It was filmed in what
they call Technirama. The
focus was perfect all the way;
even the night scenes showed
up real well. If only Hollywood
would give us more good pictures
in Technirama instead of
those washed out black and
whites, we could lick the socks
off TV.
CLIFF TURNER JR.
Trail Drive-In
Athens, Tex.
Tin Star, The (Para)—Henry
Fonda, Anthony Perkins, Betsy
Palmer. Western fans liked this
effort real well. Somehow it did
not get going luitil about the
Photographed in black
third reel.
and white VistaVision, wihich is
pwintless. If they can't Technicolor
them, why not sepiatone or
tint them? Even if the last reel,
or most important part, was done
in Technicolor, it would be better
than aU black and white. Played
Fii.. Sat. Weather: Cool.—Bmce
Elves, Floxy Theatre, Hinton, Alta.
REPUBLIC
Rainbow Over Texas (Rep)
Reissue. Roy Rogers, Dale Evans,
Gabby Hayes. Saw faces on this
one that I haven't seen since the
plague hit. We doubled it with
an old Gene Autry and why they
came I will never know. You
would think that with just hundreds
of westerns playing on the
one-eyed monster they would
never want to see another one,
but this gave us the best gross
in weeks. Played Fri., Sat. Weather:
Fair and cold.—Joe and Mildred
Faith, Linn Theatre, Linn,
Mo. Pop. 758.
CENTURY-FOX
20th
Enemy Below, The (20th-Pox)
—Robert Mitohum, Curt Jiirgens,
Al Hedison. Very good show in
color that did average business.
Played Sat., Sun., Mon.—Jim
Eraser, Auditorium Theatre, Red
Wing, Minn. Pop. 10,645.
Forty Guns (20th-Fox)—Barbara
Stanwyck, Barry Sullivan,
Dean Jagger. Stanwyck still looks
good riding a horse, but the cowboy
lovers here fancy their western
female stars a shade younger
than Barbara. Quite a good entertaining
western that did not
pull too well. Okay fare for the
action houses who may find it a /"
little slow. Played Sun., Mon. \
Weather: Fine.—Dave S. Klein,
Astra Theatre, Kitwe - Nkana,
Northern Rliodesia, Africa.
Stopover Tokyo (20th-Fox)—
Robert Wagner, Joan Collins,
Edmond O'Brien. A beautiful
Technicolor picture like this will
always do well. Well directed,
good acting and good story.
Played Sun., Mon. Weather:
Good.—B. Berglund, Trail Theatre,
New Town, N. D. Pop. 1,200.
UNIVERSAL-INTERNAT'L
Cult of the Cobra (U-D—Reis.sue.
Faith Domergue, Richard
Long, Marshall Thompson. X
used this one for my Friday midnight
show and for the first time
I had a poor crowd. I knew that
the good crowds wouldn't last
forever, but I didn't think they
would drop so fast. The show
was plenty good for a horror
show. Played Fri. Weather: Nice.
—Harry Hawkinson, Orpheum
Theatre, Marietta, Minn.
Escapade in Japan (U-I) —
Teresa Wright, Cameron Mitchell,
Jon Provost. We were really surprised
with the business that
this one did. Not a big picture,
but one of those that really
pleases the fai-mers, and when
they're happy, so are we. Played
Sat., Sun. Weather: Cold.—Harold
Smith, Dreamland Theatre,
Carson, Iowa. Pop. 613.
Kettles on Old MacDonald's
Farm, The (U-I) — Marjorie
Main, Parker Fennelly, Gloria
Talbot. After seeing the house
filled with pictures like this and
•The Sad Sack," we feel quite
sure that life will be more like
living IF WE GET MORE OF
THIS TYPE, in which case the
farmer folks will confine the idiot
lantern to the "little house out
behind" along with the Sawbuck
catalog. Played Thurs., Fri., Sat.
Weather: Spring has sprung!—
Carl W. Veseth, Villa Theatre,
Malta, Mont. Pop 2,095.
WARNER BROS.
Curse of Frankenstein, The
(WB)—Peter Oushing, Christopher
Lee, Hazel Com-t. (Considering
all the cast was practically
unknown, it was well made for
this particular type of fare. Condition
of print and Technicolor
were perfect. Some complained
it was not terrifying or spooky
enough. As the moviegoing public
seems to want to be scared
to death, why not rerelease or
remake some Uke the original
"Svengali," "Murder in the Rue
Morgue," "Vampire Bat," "Doctor
X," "White Zombie," etc. /
Maybe these are all on TV. To V
date no one has ever come up
to the capabilities of Boris Karloff
or Bela Lugosi for a full
measure of screen horror. I think
more persons go out of curiosity
than for any other reason. Played
Mon., Tues. Weather: Clear
and
mUd.—Bruce Elves, Roxy Theatre,
Hinton, Alta. Pop. 3,200.
(
i
12 BOXOFFICE BookinGuide AprU 21, 1958

Opinions on Current Productions
^EATURE REVIEWS
Symbol O denotes color photography; © CinemoScope; (^i VistoVlsion; 9> Superscope; (Vi Naturomo. For story synopsis on ooch picture, sco reverse side.
Cry Terror! F Tssa ri
MGM (820) 96 Minutes Rcl. May 2. '58
vouni^ The man and wife filmmaking team of Andrew L. and
"•
Virginia Stone has built itself quite a reputation as concoctors
of no-holds-barred suspense screen fare. In this,
their most recent effort, they pulled out all stops and the
result is a gripping, jet-paced, action-laden drama that is
certain to have the capacity audiences it should attract
riding the edges of their seats right through the spinechilling
climax. It is to be expected that the hypercritical
may suggest that in some situations believability was sacrificed
for the benefits of unadulterated terror. But this
will make but little difference to the majority of spectators
who patronize the offering because of the latter quality
and due to the magnetism of the important-names cast.
Without exception, the members thereof, under the enthusiastic
direction of Stone, who also wrote the screenplay,
deliver convincingly praiseworthy performances which contribute
materially to the film's overall appeal. While the
basic plot is not especially original—the one about the m-
nocent family being imprisoned and terrorized by the baddies—new
angles suggested by recent headlines enable the
yarn to comfortably transcend any stigma of stereotyping.
James Mason, Rod Steiger, Ing^er Stevens, Neville Brand,
Angrie Dickinson, Kenneth Tobey, Jack Klug-man.

FEATURE REVIEWS Story Synopsis; Exploitips; Adiines for Newspaper and Programs
THE STOKV: "Too :Much, Too Soon" (^^'B)
Adhering rather closely to the book, but of necessity eliminating
some of its details and situations, the screenplay
traces the tumultuous life of Diana Barryniore from the age
of 17. She is first shown as the restricted and inhibited
daughter of authoress Michael Strange (Neva Patterson),
divorced wife of John Barrymore. Then the girl comes to .K
Hollywood and lives with her father. Her try at a motion ,15.
picture acting career is a miserable flop and she turns to
alcoholic she is committed to a public sanatorium. Sobered
and hopeful, she turns to writing her autobiography in an
effort to rehabilitate herself morally and financially.
EXPLOITIPS:
Play up the return to Uie American screen of Errol Flynn,
after five years absence. Also play up Dorothy Malone who
won an Oscar for her performance in "Written on the
Wind." Make tieups with bookshops lor displays of bestseller,
"Too Much, Too Soon," on which picture is based.
CACHUNES:
The Most Daring and Self-Revealing Autobiography Ever
Written by a Woman . . . She Lived in a Special, Exciting
World—a World That Was to Bring Her Tragedy and Heartbreak
. . . See Errol Flyrm as the Debonair, Handsome John
Barrymore, and Dorothy Malone As His Tragic Daughter.

^T ¥fn CrUT/Tfr
Ijsted herewith, alphabetically by companies, are all of the feature pictures
rJjUO uIjIlYiUEl reviewed in BOXOFFICE from January 1 through March 31, 1958. This is
designed as a further convenience for Picture Guide users, the page numbers being the key to reviews kept
therein. Between quarters. Review Digest pages serve as a cumulative P. G. index for feature pictures.
Youn<
Universal-International
P.O. Page
Big Beat, The 2198
Damn Citizen! 2182
Day of the Badman 2183
Female Animal The 2183
Flood Tide 2187
Girls on the Loose 2209
Lady Takes a Flyer, The 2183
Mark of the Hawk, The 2200
Portrait of an Unknovm Woman 2201
Summer Love 2198
QUARTERLY
INDEX
TO
PICTURE GUIDE REVIEWS
First
Quarter
10 CO January
1^300 Through March
This Happy Feeling 2205
Touch of Evil 2205
Allied Artists
P.G. Page
Beast of Budapest. The 2193
^peake*
Warner Bros.
Chase a Crooked Shadow 2191
Darby's Rangers 2186
Bride and the Beast. The 2193
Cole Younger. Gunfighter 2212
HeU's Five Hours 2212
Man From God's Country 2195
Fort Dobbs 2188
'
Lafayette Escadrille 2191
Marjorie Momingstar 2207
'^oa
e on
1
\v tl-'
Macabre 2207
Oregon Passage 2189
Stakeout on Dope Street 2202
Astor
Miscellaneous
Giant From the Unknowm 2211
She Demons 2211
And God Created Woman (Kingsley) 2200
Time Without Pity 2186
Brain From Planet Arous, The (Howco) 2180
Cabiria (also "Nights of Cabiria")
(Lopert) 2199
Gervaise (Continental) 2187
It's Great to Be Young (Fine Arts Films) 2187
Lovemaker, The (Trans-Lux) 2207
Razzia (Kassler Films) 2190
Buena Vista
Missouri Traveler, The 2182
Stage Struck 2205
Story of Vickie, The 2190
OF
Ship Was Loaded, The
(Film Representations) 2201
Sins of Casanova (Times) 2212
Columbia
Smallest Show on Earth. The (Times) 2186
aoo, (
Bitter Victory 2199
South Pacific (Magna) 2210
Bonjour Tristesae 2188
Teenage Monster (Howco) 2180
Cowboy
219S

P.G. Page
Crash Landing 2192
Curse of the Demon 2199
P.G. Page
One That Got Away, The 2210
Smiles of a Summer Night 2191
Going Steady .-..2190
High Flight 2209
Return to Warbow 2179
Screaming Mimi 2206
True Story of Lynn Stuart, The 2 196
World Was His Jury, The 2181
Republic
Fighting Wildcats. The 2197
Girl in the Woods 2198
Gunfire at Indian Gap 2189
Hell Ship Mutiny 2188
DCA
Cast a Dark Shadow 2185
Golden Age of Comedy, The 2185
Panic in the Parlor 2211
Juvenile Jungle 2208
Notorious Mr. Monks, The 2203
Outcasts of the City 2202
Time Is My Enemy 2194
Young and Wild 2208
Please! Mr. Balzac 2185
Teenage Bad Girl 2179
Teenage Wolf Pack 2179
20th Century-Fox
MetTo-Goldwyn-Mayer
Brothers Karamazov, The 2200
High Cost of Loving, The
'
2204
I Accuse 2195
Merry Andrew 2206
Saddle the Wind 2204
Safecracker, The 2181
Seven Hills of Rome 2184
Underwater Warrior 2201
ag
Ambush at Cimarron Pass 2197 (
Beautiful but Dangerous 2197
Cattle Empire 2193
Count Five and Die 2210
Diamond Safari 2182
Escape From Red Rock , 2184
Gift of Love, The 2194
Long, Hot Surmner, The
22C2
Sing Boy Sing 2184
Young Lions. The 2208
Paramount
Desire Under the Elms 2203
Spanish Affair 2192
Teacher's Pet 2206
Rank
Campbell's Kingdom 2195
United Artists
Cross-Up 2196
Fort Bowie 2192
Gun Fever 2181
Legend of the Lost 2180
Lost Lagoon 2194 V^
Paris Holiday 2203
Quiet American. The 2189
Run Silent, Rim Deep 2209
Steel Bayonet 2204
3

.
BATES: I5c per word, minimum $1.50, cash with copy. Four consecutive insertions for price
of three. CLOSING DATE: Monday noon preceding publication date. Send copy and
• answers to Box Numbers to BOXOFFICE, 825 Van Brunt Blvd., Kansas City 24, Mo. •
POSITIONS WANTED
Couple; Openitlon and management. Handle all
ph)i.si\s-. Ohti rfpiilrs, malntereince, HxploiUtion.
26 yfats fxperience. $120 for both. Boxofflce,
774.V
Young, enthusiastic, t?.\porifnfed manager desires
first-run or art-house manafteraenl position
with progressive orgiuilzullon bellevinK in present-
pair; 70 amp. generators, $195 each, Uectlfiers.
lenses, vaults, etc.. reasonable. Box 913. Clawson.
Michigan.
big quality mt>vit*s In quality surroundings. I-^rstrun
manager and major distributor field represenUttlve
expeiience. Boxofflce, 7745.
HELP WANTED
Aggressive, e.vperienced exploitation mindett
BaiKiUcr. Must have be.st referejice. Good moral
character. rerm;uitM»l position. Personal interview
required. Armstrong Theatre Circuit, Box 211,
Boullng Green, Ohio.
Manager wanted for indwir theatre in pleasant
Pacific iHirlluu-sI community. Experience in exploitation
aiwi promoliiiii essential. Write Boxoffice.
7747.
For better movie positions: Maiiiigers, ca.shlers,
ushers phone ML^s Heines. Wisconsin 7-3806.
Smith IVrsonal. 251 West 42nd Street, New
York City.
Manager: Experienced, honest, 12 years in busiiH-ss.
Wants job witJi prompt ion minded circuit
Prefer Indiana or Michigan. Bnxoffice. 7746.
DRIVE-IN THEATRE EQUIPMENT
Price reduced on our .Anti-Tlieft Speaker Cable!
.Nliw jou can protect your speakers for only 59
rents per speaker! Leading theatre chains and
bnlividual exhibitors repoit complete satisfaction.
Write: Speaker Security Company, Dept. 58,
Wiliott .\\e. at 17th St.. Iloboken. N. J.
Take your pick! Century "C", Motiograph
\.\" or Super Simplex complete drive-in prociion
and sound equipment, excellent condiliun,
$3,495. Available on time. Strong 85A single
phase, 6 tube rectifiers, like new, $695; new
100/200 amp. generator w/panel and rheostats,
$»95. Dept. cc. S.O.S. Cinema Supply Corp.. 602
W. 52nd St.. New York 19.
Speakers! Brand new replacements, 4-lnch PM
UCA powered by new super magnets. Sacrifice,
$1.09 each. Mack Enterprises. Centralia, 111.
THEATRE TICKETS
Prompt Service. Special printed roll tickets.
IMO.OOO. $31.95: 10.000. $9.90: 2.000. $5.70.
Each cliange in admission price, including change
in a)b»r. $4.00 extra. l>ouble numbering extra.
F.O.B. Kansas City. Mo. Cash with order. K;insas
City Ticket Co.. Dept. 11. 109 W. 18th St.. Kansa.«
aty. Mo.
'We Warned You—
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NUMBER ON THAT AD YOU
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BOXOFFICE!'
GENERAL EQUIPMENT—USED
Big Bargain! Ttibi' cJuckrr. Multimeter. Audio
Signal Generator, test films. Box 676, Enid.
Oklahoma,
Simplex soundheads, $295 pair: Super Simplex
mechanisms. $1S5 pair; Simplex dual 4 Ktar
.ayroll. Texas best farming. T. L. Harville, Alice,
Texas.
For sale: Four south Texas closed towns, ."nutable
family operation. L. Glasscock. Box 1266.
S;ui .Vntonio. Texas. CA 7-5233.
Texas Theatre for Sale: Air-conditioned brick
building. 300 upholslered chairs, machines in good
condition. Phone 42 or write Box 13. Evant,
Texas.
THEATRES FOR LEASE
150 CARS. SOUTHWEST VIRGINIA. Noncompetitive
county seat money maker. Lease, sale.
Boxoffice. 7729.
THEATRES WANTED
Theatres. Wired television system. Radio Btalions.
Television station.;, Ralph Erwln. Broker.
1443 South Trenton. Tulsa.
Chicago, Illinois theatre wanted. Sixteen bunilred
to four thousand scats for commercial use.
Will buy or lease. Submit full particulars. Martin
F. Owens. Realtor, 1761 National Bank
Building, Detroit 26. Michigan.
THEATRE SEATING
Chair supplies, parts for all chilrs. Fen»lo
Healing. Chicago 5.
Repairing and rcupholstering In your tbeatre.
Kensln Seating. Chicago 5.
New spring seats for all chairs. Fcniln Beating,
Chicago 5-
Patch-o-Seat cement, peroiafltone anchor cement.
Kensin Sealing, Chicago 5.
Seat coverings, sewed combination, all itylei,
l-'eiisin Seating, Chicago 5.
Plastic leatherette, all colors, send sample.
I

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FORREST TUCKER • SUSAN CABOT • JOHN RUSSELL
GEORGE N NEISF
Hmilurad by WAIIfR M MIRISCH
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Cinemascope
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