Boxoffice-May.05.1958

MAY 5. 1958
fke Tuiu e^ ine /yf&tiett TidiiAe SncLdt^
©;
m'
It

!
mawi
SOLD SINGL
1^ \
THE LATEST
AND MOST
BLOOD-CHILLING
THRILLER FROM
KARLOFF,
KING OF
MONSTERS
Was an innocent man hung as
the notorious "Haymarket
Strangle!-"? The terrifying
transformation of a
distinguished noveHst into
the bestial beauty-killer,
Dr. Tenant, is the most
shocking thing you've ever
witnessed on the screen.
f
^v;
FCWPi
W-:-
M-G-M presents
BORIS KARLOFF
in
"THE HAUNTED
STRANGLER"
with
JEAN KENT
ELIZABETH ALLAN
ANTHONY DAWSON
Screenplay by
JAN READ and JOHN C.
Directed by ROBERT DAY
COOPER
Produced by JOHN CROYDON
I
AN AMALGAMATED PRODUCTION
An M-G-M Releose

a
Presented singly or as
companion feature to "THE
HAUNTED STRANGLER"
this NEW adventure into
horror is up-to-the-minute in
the field of science-fictionterror!
Mad science spawns
evil shapes of brain-sucking
monsters. Laboratory genius
gone wUd produces the
creatm-e of the future—
Fiend Without A Face!
M-G-M pr»f»nl«
"FIEND WITHOUT
A FACE"
Starring
MARSHALL THOMPSON
Screenplay by
HERBERT J.
LEDER
Original Story by Amvllo Rttyneldt Long
Directed by
ARTHUR CRABTREE
Produced by
JOHN CROYDON
AN AMALGAMATED PRODUCTION
An M-C-M RelMie

For the information of exhibitors everywhere,
20th ANNOUNCES ITS
RELEASE SCHEDULE FOR
JULY '58
1
GREOORY PECK
JOAN COLLINS
STEPHEN BOYD
In
The Bravados
COLOR by DE LUXE
CINemaScoPE
Produced by HERBERT B. SWOPE, Ir.
Directed by HENRY KING
Screenplay by PHILIP rOROAN
From Hell
to Texas
COLOR by DE LUXE
CINemaScoPE
DON
starring
DIANE
MURRAY • VARSI
Produced by ROBERT BUCKNER- Directed by HENRY HATHAWAY
Scfeenpiay by ROBERT BUCKNER and WENDELL MAYES
IT
WILL SCARE THE WITS
OUT OF YOU!
The Fly
COLOR by DE LUXE
CINemaScoP^
starring
AL HEDISON
PATRICIA OWENS
VINCENT PRICE
HERBERT MARSHALL
Produced and Directed by KURT NEDMANN
RICHARD TODD
JULIETTE GRECO
in
The
Naked Earth
CINemaScoPE
Produced by ADRIAN WORKER
Directed by VINCENT SHERMAN
A Four Square Productions. Inc.
Released by 20th Century-Fox
Screenplay by JAMES CLAVELL
BRIAN KEITH • RICK JASON
RITA GAM • MALA POWERS
STEVE BRODIE
in
Sierra Baron
COLOR by DE LUXE
CINemaScoP^
Produced by PLATD A. SKOURAS
Directed by JAMES B. CLARK
>nd
Desert Hell
A REeALSCOPE PICTURE
starring
BRIAN KEITH
BARBARA HALE
RICHARD DENNING
JOHNNY DESMOND
ProdEed by ROBERT STABLER
Directed by CHARLES MARQUIS WARREN
Screenplay by ENDRE BOHEM
An Emirau Production
Presented by Regal Films, Inc
Released by 20th Century-Fox
Screenplay by HOUSTON BRANCH
Clip
and save!

«%
THE NATIONAL FILM WEEKLY
Published In Nine Sectional Editions
BEN SHLYEN
Edilor-in-Chief and Publisher
DONALD M. MERSEREAU. Associate
Publisher & General Manager
NATHAN COHEN. .Executive Editor
JESSE SHLYEN. .. .Managing Editor
HUGH FRAZE Field Editor
AL STEEN Eostern Editor
IVAN SPEAR Western Editor
I L THATCHER. .Equipment Editor
MORRIS SCHLOZMAN Business Mgr.
Published by
ASSOCIATED PUBLICATIONS
Publication Offices: S25 Van Bnint Blvd..
Kansas City 24, Mo. Nathan Cohen. Executive
Editor: Jesse Shlyen, Managing
Editor: Morris Schlozraan. Business Manaser;
llueh Fraie. Field Editor; I. L.
Thnicher, Editor The Modern Theatre
Section. Tcleplione CHestnut 1-7777.
Editorial Offices: 45 Roekefeller Plaxa.
New York 20. N. Y. Donald M. Mersereau.
Associate Publisher & Central
Manager: \\ Sleen. Eastern Editor: Carl
Mos. Equipment Advertising. Telephone
rOlumbtis 5-6370.
Central Offices: Editorial—920 No. Michigan
Ave.. Cliicago 11. 111.. Frances B.
Clovv. Telephone Stiperlor 7-3972. Advertising—35
East Wacker Drive. Chicago 1.
111.. Euinc Hutchison and John Hendrickson.
Telephone ANdover 3-3042.
Western Offices: Editorial and Film Advertising—6404
Hollywood Blvd.. Hollywood
28. Calif. Ivan Spear, manager. Telephone
Hollywood 5-1186. Equipment and
Non-Film Advertising—672 8. Lafayette
Park Place. Los Angeles. CaUf. Bob Wettsteln.
mamger. Telephone DUnklrk 8-2386.
London Office: Anthony Gniner, Queen's
House. Room 47. Leicester Place. Leicester
Square. W. C. 2. Telephone
OERard 5720/8282.
Ibe MODERN THEATRE Section Is Ineluded
in the first Issue of each month.
Atlanta: Martha Chandler. 191 Walton NW.
Albany: J. S. Conners, 21-23 Walter Ave.
Baltimore: George BrowrUng, Stanley Thea.
Birmineham: Eddie Badger. The News.
Boston: Fr.inces Harding. HU 2-1141
Charlotte: Blanche Can-. 301 8. Church.
Cincinnati: Lillian Lazanis. 1746 Carrahen.
Cleveland: Elsie Loeb. Falrmount 1-0046.
Columbus: Fred Oestrelcher. 646 Rhoades
Place.
Dallas: Bill Barker, 4!3 Nimltz St..
FR 2-7971.
Denver: Jack Rose. 1645 La/ayette St.
Des Moines: Russ Scboch. Reglster-Trihune.
Detroit: H. F. Beres. Foi Theatre Bldg.
Hartford: Allen M. Wldem. CH 9-8311.
Indianapolis: Ann Craft. 512 N. Illinois.
Jacksonville: Robert Cornwell, San Marco
Theatre.
Memphis: Null Adams. 707 Spring St.
.Miami: Kitty Harwood, 66 S. Hibiscus.
Milwaukee; Wm. Nichol. 2251 8. Layton
Blvd
Minneapolis: I.es Rees. 2123 Freemont So.
New Orleans; Mrs. Jack Auslet. 2268V4
St. Claude Ave.
OUihoma City: Sam Brank, 3416 N. Virginia.
Om.iha: Irving Baker, 911 N. 51st St.
Philadelphia: Norman Shlgon, 5363 Berk.
Pittsburgh: R. F. Kllngensmith. 516 Jeannette.
Wllklnsburg. CHurchlll 1-2809.
Portland. Ore.: Arnold Marks. Journal.
St. Louis: Dave Barrett. 5149 Rosa.
Salt Lake City: H. Pearson. Deseret News.
San Francl.sco: Call Llpman, 287-28th
Ave.. SKyllne 1-4355: Advertising:
Jerry Nowell. 355 Stockton St.. YUkon
2-9537.
Washington: Sara Y'oung. 415 Tlllrd St.,
N. W.
In Canada
314. 625 Montreal: Room Belmont St ,
Jules Larochelle.
at. John: 43 Waterloo, Sam Babb.
Toronto: 1675 Bayvlew Ave., Willowdale.
Ont , W. Gladish.
Vancouver; Lyric TTieatre Bldg.. Jack Droy.
Winnipeg: 157 Rupert. Barney Brookler.
Member Audit Bureau of Circulations
Entered &s Second Class matter at Post
Office. Kansas City. Mo. Sectional Edition.
$3.00 per year; National Edition. $7.50,
MAY 5 ,
1958
Vol. 73 No. 2
IMPROVING THE IMPRESSION
'VERY so often adverse criticism nf
Ampricaii films abroad lireaks out and it is
given circulation through newspapers and other
publications, creating an unfavorable impression
for our industry. To ])robe the situation, the
Motion Picture Ass'n of America conducted a
survey around the world, the results of whii h
tell a far different story. The reactions in
Europe, the Far East, the Middle East and South
America evidence a very high regard for Hollvwood
product and negate what appears largely
to be theory that these films misrepresent life
in
America and have other bad effects.
As one viewpoint well expresses the overall
opinion, "American movies are not all perfect,
but on the whole they produce a favorable impression
of Americans as well as normal individuals
who live well and are concerned about
their children's education and future."
The report of the survey, which appears elsewhere
in this issue, accents the favorable views
generally expressed. However it does not overlook
the charges made that America is
depicted
as a land of violence, crime and juvenile delinquency,
even though it is revealed that less
than three per cent—only 29 out of 1,000 U. S.
pictures examined—were specifically cited for
their adverse effects. In brief, Eric Johnston, in
making the report to the MPAA board public,
saw in this ratio a most favorable reaction
toward American motion pictures around the
world.
Perhaps the trend toward realism, to some
extent modeled after films of foreign origin, has
played its part in the making of the handful
of American films that created the wrong impressions.
Perhaps it was their timing—being
released too closely together—that exaggerated
the viewpoint. This is not unusual. In fact, that
same "mistake" is being made in the releasing
patterns followed in the I'. S., both with American
and foreign-made films.
Let one picture of a so-called off-beat theme
make a hit, and there immediately follow a
dozen of the same type. That's probably why
there recently has been objection to gangster
stories expressed by J. Edgar Hoover, head of
the Federal Bureau of Investigation, among
others. Whether the story type is about gangsters
or other seamy characters, horror, murder, narcotics,
rock 'n' roll, science-fiction or what-haveyou,
the bunching up of such releases tends to
create an erroneous impression of the facts.
This isn't new, of course. Cycles of one kind
or another have been inimical to the best interests
of this business in wooing patronage from
liiin' immemorial. But still they go on. A theme
is milked dry and then both producer-distributors
and exhibitors begin to wonder why some
of the best of certain types of pictures—take
musicals, for instance—fail to draw. The value
of orderly releasing of (|uality produf:t would
lie considerably enhanced, if its imi)lcmentation
would provide for spacing types of pictures as
well. That would do much to improve the impression
made by our pictures, both here and
abroad.
Another Way Up
A recent bulletin of Allied Theatre Owners of
Indiana made the point that, if this industry's
collective effort in its business-building program
produced only one new theatre patron per week
out of each 100 of the U. .S. population, it would
add millions of dollars to theatre grosses.
This thought was inspired by an advertisement
of the Norfolk and Western Railway which
informed that, in the fourth quarter of 1957,
consumer spending in the U. S. decreased by
SI. 2 billion, which averaged out to 47 cents per
week per family. On this same basis, the AITO
calculation set forth that approximately .$700,000
per week would be added to
theatre grosses or
$36 million per year. That seems like a very
modest goal, easily attainable.
Put on a basis of ticket sales, it would break
down to
an average of 70 additional admissions
per week for each U. S. theatre, or ten per day.
Any exhibitor worth his salt ought to be able
to hit that mark with just routine go-out-andget-eni
effort. And. with agresssive showmanship,
double or triple this result should be obtained.
And what about tieing into the effort the more
than 200.000 people employed in this business?
If each of those, by house-to-house canvass or
whatever way they came in contact with friends
and neighbors, caused just one extra theatre
ticket per day to be purchased, this would produce
a total of another S3.5 million of theatre
income per year.
With evervbod\
working at the job. aided and
abetteti by the industry's promotion program,
the total could be built up to several hundred
millions. Some effort in this direction already
is
under way. principally in circuit organizations.
Put it into full swing and the industry soon will
cast the blues away.
KJ^e^i^

FILMS OUR BEST AMBASSADORS;
85% LEAVE GOOD IMPRESSION
Less Than Five Per Cent
Have Adverse Effect,
Eric Johnston Says
NEW YORK — Charges that American
films portray the U. S. in a distorted and
harmful manner, that they lead people to
believe Americans tend toward violence,
crime and juvenile delinquency and that
they reflect an attitude that Americans are
too well off to be much concerned about
the problems of other people have been
answered by Eric Johnston, president of
the Motion Picture Ass'n of America.
BASED ON RECENT SURETY
Johnston's answer took the form of a report
to the MPAA board based on a recent survey
he authorized and made public Tuesday (29>.
"These charges deserve our attention,"
Johnston reported. "Some reflect local attitudes
and customs. Most are based on individual
motion pictures rather than the
American film generally. Out of more than
1.000 U. S. motion pictures examined, only
29— less than three per cent—^were specifically
cited for their adverse effects."
Johnston summed up the general opinion
by stating four viewpoints found repeatedly
on the impact of U. S. films abroad:
• They don't try to sell
us anything. They
simply tell us that Americans are human
brings, fortunate human beings, perhaps, but
very believable.
• They don't try to hide the faults in your
society. If anything, they explore these faults
and try to solve them. Tliey show us that
you know how to criticize yourselves. That's
why we respect your films.
• American films tell us you believe that
evil men will suffer and good men will finally
prevail. Our religion teaches us this. Therefore,
we think you believe much as we do.
(That comment came from the Far East.i
• Our motion pictures are the finest of
ambassadors and diplomats our country has
in this part of the world. (The comment of
a U. S. ambassador in southeast Asia.)
FEW ARE 'UNFAVORABLE'
The survey shows, Johnston said, that 85
per cent of U. S. films create "a favorable
attitude toward the U. S." Approximately
ten per cent create an attitude neither favorable
nor unfavorable. About five per cent
t«nd to create an "unfavorable attitude" toward
the U. S. That minority is responsible
for the charges against the industry.
"Prom this study," Johnston said, "it is
clear that our films are endorsed and admired
around the world. What interested
me, however, was not the statistics but the
pattern of opinion that emerged everywhere.
It proves and underscores that there is no
other medium comparable to the film for
universal appeal."
The survey is based on comments by many
important persons around the world. Some
of them follow:
"I have found that for every film that
II. S. INFORMATION HEAD HONORED—George V. Allen, director of the United
States Information Agency, which uses motion pictures as one of its important techniques
to channel the American story to peoples of the world, was a recent visitor at
the Hollywood studios to discuss film angles of his program. He is shown here at a
luncheon tendered by Paramount on the studio lot. In the photo, left to right, are:
William Perlberg, producer; Cecil B. DeMille, producer-director; Y. Frank Freeman,
vice-president in charge of studio operations; Allen; George Sidney, president of the
Screen Directors Guild; George Seaton, producer-director and president of the Academy
of Motion Picture Arts and Sciences; and Edmund Hartman, president of Writers
Guild of America—West.
falsifies or glamorizes the American way of
lite, there are a dozen which deal fearlessly
and faithfully and factually with your great
country, its aspirations and problems. The
outstanding candor of the majority of American
films makes them invaluable in promoting
understanding. I wish that more British
films were shown m the U. S. so that our two
nations could the better understand each
other."—Max Aitken, chairman of the Beaverbrook
Newspapers.
"For the British sailor it is very valuable
to be able to see such American films, which
give an excellent idea of the U. S. way of
life. A better understanding of America undoubtedly
contributes to the happy relationship
existing between the American and
British navies and between our two countries."—Admiral
of the Fleet the Earl Mountbatten
of Burma.
"I have seen many wonderful American
films and I know that the people of this
country appreciate them very much. Especially
at this time, our two peoples must
learn to know each other better and appreciate
each other's point of view. Your motion
pictures do much to bring this about."—Lord
Westw(X)d, British industrialist and Conservative
member of the House of Lords.
Exhibitors'
Production
Plan 'Died a-bornin'
NEW YORK—About a year ago, more
than 100 exhibitors met in New York and
pledged financial support for the production
of 16 independently made pictures.
It was estimated that 5,000 theatres would
join in the project. Pledges amounting
to $500,000 reportedly were made on the
spot.
Last week, BOXOFTICE telephoned one
of the principals in the plan and asked
what happened to it.
"It died a-bornin'," was the reply.
U. S. Ambassador Ellsworth Bunker in
India said that American pictures that distort
and cheapen humanity constitute "a
minor part of American film production." In
the main, he said, they reflect general American
viewpoints and customs.
Tw'enty years ago American films were
sharply criticized throughout the Orient because
they dealt almost exclusively with
crime, gangsters and other sensational aspects
of life but today they convey a greater
appreciation of American life and the peaceful
aims of the west to the middle -east,
according to the Rt. Rev. Joseph Lash,
bishop of Bombay and spiritual head of the
middle east branch of the Church of England.
FUNDAMENTALLY 'ENTERTAINMENT'
Frank Moraes, editor of the Indian Express
newspapers, found American films based
fundamentally on entertainment and not
propaganda and for that reason "they get
the absorbed attention of Indian audiences."
American films have strengthened the ties
between Brazil and the U. S. in the opinion
of both Dr. Herbert Moses, president of the
Brazilian Press Ass'n, and Col. Frederico
Mindello, president of the Brazilian Federal
Price Control Board.
Zen Ikezuji, film specialist of NHK, the
Japanese Broadcasting Co., commenting on
the recent furore over "Blackboard Jungle,"
observed that Japanese reaction against the
film was "not because it was bad or because
it was American," but because it was felt it
"provided young people with wrong impressions."
American films, he said, "make an
effort to present honest facts without frills
or nonsense, and I think the Japanese are
becoming increasingly aware of this honesty."
Australians credited American films with
influencing a sense of comradeship. Swedes
like the American individual as they see him
in films. Finns found them contributing importantly
to better world understanding and
a better understanding of America and
Americans.
BOXOFFICE May 5, 1958

704 PROPOSES RERELEASING
PATTERN TO HALT SALES TO TV
Two-Month Test Suggested
With Two Films From
Each of the Majors
NEW YORK—A planned pattern of releleases
of post-1948 films would keep them
off televLsion, the major companies have
been told by Ernest Stellings, president of
Theatre Owners of America.
A 3-VVAY PROPOSAL
He has asked them to test the following
plan:
• Each company would rerelease two of its
best older films a month for a two-month
test.
• Within legal limitations, TOA would urge
its members to book the films, and it is
hoped that other exhibitor organizations
would do likewise.
• Exhibitors would, if desired, help to
select the films.
Favorable rentals revenues would make sales
to TV unnecessai-y and would furnish proof
of that fact to stockholders and directors
who want sales to TV for dividends, Stellings
declared. Exhibitors would come to realize
that their cooperation in this respect would
keep post-1948 films in theatrical channels,
he added.
He also said good results would have a positive
beai-ing on the TOA proposal that all
exhibitors set up a trust fund to buy post-
1948 films from distributors to keep them
off TV.
BOARD AUTHORIZED TRUST
At a meeting of its board in San Francisco
a month ago. TOA authorized the organization
of a nonprofit, tax-exempt trust to purchase
for theatrical exhibition pictures which
otherwise might be sold to television. The
step was designed to forestall sale of post-
1948 films to TV interests.
The plan, as outlined at the meeting, called
for a cash down payment to distributors
and bonds to be issued for the balance. The
films then would be turned back to the distributors
for theatrical playoff, with a percentage
of the rentals to be paid for distribution
costs and the rest to be used to amortize
the bonds.
Norwegian King Attends
'Windjammer' Opening
OSLO, NORWAY—King Olaf and the Norwegian
Royal Family attended the Eto'opean
opening of Louis de Rochemont's "Windjammer"
at the Colosseum Kine April 25.
Oslo's Lord Mayor Rolf Stranger welcomed
Elmer C. Rhoden, president of National Theatres,
which developed the Cinemiracle process,
and Louis de Rochemont, both of them
making stage appearances to thank the local
citizeni-y for their assistance in making the
picture. Also on hand from the U. S. were
Arthur Fiedler, guest conductor in the film;
Russell H. McCullough, National Theatres
projection engineer, and Lothar Wolff, associate
producer.
Paramount Stockholders Receive
Bright Report by Balaban
On Diversified Interests
NEW YORK—The period of transition
through which the motion picture industry Is
now passing is regarded by Paramount Pictures
as a "challenge and opportunity that
calls for constant day-to-day attention of
all responsible levels of the organization."
That is how Barney Balaban, president,
summed up his annual message to stockholders
last week.
HIGH SELECTIVITY DEGREE
Balaban said the industry was subject to
a high degree of selectivity on the part of
the public in its motion picture taste and
that it was more difficult to schedule production
of pictures than it had been in the
past. The company's operating policies, in
taking cognizance of this condition, must adjust
to the resultant peaks and valleys of
productivity and distribution availability, he
said. The Paramount president said that
while the blockbusters were attracting more
customers than in the past, the more modest
pictures tended to have borderline attraction
to the public and "hence meet serious competition
from television films."
Although admitting that "considerable
profits" will be added to the company's
earnings in 1958 from television film sales.
Balaban said it now was clear that one of
the major reasons for the decline of box-
receipts in 1957 was the home viewing
office
of motion pictures on television.
Total viewing of motion pictures increased
about 25 per cent from the latter part of
1956 to early 1958, he said, and while this
implies that the public is enjoying movies
more than ever, it was the rise in home TV
viewing which cut attendance at theatres.
'REASONABLE' SURVEY
The Paramount president cited a "responsible
survey" as the basis for his statement.
"During the period of the survey, boxoffice
revenue of motion picture theatres decreased
correspondingly. The survey period
corresponds with the television release of the
pre-1948 libraries of almost all the motion
picture producer companies, particularly the
important libraries released in 1957."
"The Ten Commandment.s," Balaban told
stockholders, had played only 1,685 engagements
up to the end of 1957 and had resulted
in $30,000,000 in theatre admissions. The 16-
month engagement at the 1,700-seat Criterion
Theatre in New York played to 1,340,000 patrons
who paid $2,744,000 for tickets. Most
of the adverti-sing and print costs on the picture
had been amortized at the end of la.st
year, as well as a substantial amount of the
negative cost. Balaban estimated that by the
end of 1958, based on foreseen world-wide
revenues, "we may have fully amortized all
the costs of the picture."
Turning to International Telemeter Corp.,
in which Paramount holds an interest of
about 90 per cent, Balaban said plans were
under way to install the toll TV system in a
few communities in the United States and
one in Canada around the end of the year.
He said that Telemeter's subsidiary. Telemeter
Magnetics, Inc., earned $151,000 before
taxes in 1957, the second year of its
corporate existence.
Dot Records, Inc., which Paramount acquired
early last year, had seven hits in the
year's top 50 tunes, Balaban said. DuMont
Broadcasting, in which Paramount owns a
22 per cent interest, was a profitable operation
last year, he added, declaring that Du-
Mont's acquisition of radio station WNEW
and other improvements had converted a loss
in previous years to a profitable enterprise.
Latest reports, he said, indicate that DuMont
Laboratories will have an early solution to
the mass production of the Lawrence color
tube for television. Pai-amount's associates
in the project are confident, he explained,
that final pilot models for field testing will
be produced in time to meet the 1958 market
for color television receivers.
Paramount's wholly owned subsidiary. Autometric
Corp., holds proprietary rights on
rapid automatic methods of handling masses
of complex and conflicting information and
reducing them to a decision. Balaban said its
facilities and personnel were being used entirely
by defense agencies to meet the needs
of high speed in modern defense. He said
this company had the potential of developing
into an operation of considerable size.
Balaban said that at the next annual meeting,
stockholders will be asked to approve a
pi'oposal to retire 126,400 shares of treasurv
stock, representing all of the holdings of such
stock at the end of 1957.
Paramount Ad Campaign
Using College Papers
NEW YORK—Paramount has set up an
advertising campaign on Alfred Hitchcock's
"Vertigo" in several hundred college and university
newspapers because some sun'eys
have shown the greatest f)ot«ntial movie audience
to be in the 18-28 age group.
Hitchcock proposed the campaign. Besides
the ads, an amusing ai-ticle by him and a
photo mat of James Stewart and Kim Novak
the stars in the film, have been sent to each
undergraduate editor. Sid Blumenstock, advertising
manager, in a letter to them said
that Paramount was "doing pioneer merchandising
for a motion picture."
BOXOFFICE :
: May
5, 1958

.
Peyton Place
A Farewell To Arms
The Long, Hot Summer
The Young Lions
and now from 20th . .
for Decoration Day. .
GARY COOPER
DIANE VARSI
SUZY PARKER
Ill
!irsiEr\/ixv
M

-
.
'
DIANE VARSI, Oscor nominoied siar of "Peylon Place"
mosi exciting
-acclaimed One o( Hollywood s
new actresses by Look Magazine.
And so'il
they sinnedlL
knowingly and
unknowingly. .
Mgainstf^ p"
each ofAir
"my father
wanted to
be President!
my room-mate
became his
sweetiieart!
my mother
unfaithful and
boasting of it!
my brother
went for
liquor instead
of women!
and I
fell for
the hottest trumpet
in town— the
boy responsible
for my baby!'*
and against lj {
themselves!
'TOM TULLY- Produced by CHARLES BRACKET!- Directed from his own Screenplay by PHILIP

Government Won't Review
National Theatres Case
TOA plea that circuit be permitted to produce
with preemptive rights to show films in
its own theatres, denied by Departjnent of
Justice; might approve production without
those rights alter study of antitrust situation.
SBC May Renew Its Plea
For SBA Drive-In Aid
Senate Small Business Committee chairman
Sparlcman (D.. Ala.) may as^k the Small
Business Administration to reconsider its refusal
to make loans to drive-ins; at present
only indoor theatres are eligible for SBA
loans.
*
COMPO Ad Features Upturn
In Theatre Attendance
Upbeat headlines from three New York
ncw.spapers are reproduced in Saturday (3)
issue of Editor & Publisher; editors urged to
"take a new look at the movies and, of
course, their movie coverage."
*
Columbia Is Streamlining
British Isles Operations
Tran.sferring physical handling and shipping
of films at nine branches outside London
to Paramount, but will continue to handle
sales; Rank recently took over same duties
for RKO; others may follow suit.
Pepsi-Cola Sales a Record;
Net Up in First Quarter
*
Alfred N. Steele, board chaij-man, reports
rise in earnings to $1,540,000, or 26 cents a
share, from 81,475,000. or 25 cents a share, in
first three months of 1957; dome.5tic case
sales five per cent above record 1957 quarter.
•
Italian Goverrunent Reports
Drop in Foreign Revenues
Figure for 1957 was 3.139 billion lire, compared
with 4,899 billion in 1956; feature print
exports dropped to 1,283 from 2,032, but average
return per film increased slightly; Spain,
Canada, Argentina major markets.
*
Commercial Network Service
Observes 10th Anniversary
American Telephone & Telegi-aph Co. long
lines department records show as of May 1
there were 79.000 miles of circuits carrying
TV programs to 551 stations in 366 cities;
May 1. 1948, figure was 916 miles.
Warners Teddington Studios
In London Put Up for Sale
*
Lea.se held for the past several years by
the Hawker Aircraft Co. expired; bids already
have been received from several TV
film producers; Metro's British plant also
has been reported on the market.
TOA Continuing Fight
For Loans to Drive-Ins
NEW YORK
A inillng iigainst government
loans to drive-in theatres will not discourage
ihf Ttieatre Owners of America from continuing
to seek amendment of Small Business
Administration regulations to permit such
loans.
Philip F. Harling, chairman of the TOA
Small Business AdminLstration Committee,
made the statement Tliursday (1) after receiving
official notice of the adverse ruling
from Wiley S. Messick, counsel for thg Senate
Select Committee on Small Business.
The ruling was made by Wendell Barnes,
SB.^ administrator, after the Senate committee
had recommended that drive-ins be
made eligible for loans. Barnes ruled that
extension of the loan provisions for fourwalled
theatres to cover drive-ins would not
be "in the public interest."
Harling commented that Barnes' decision
"seems to have left the door open so that upon
a submission of a full statement of facts and
a full discussion of the question of 'public
interest.' the policy committee of the SBA
would reconsider letting the bars down for
drive-in theatres."
He said a further course of action will be
decided upon after study of the report by the
full TOA committee.
Harling filed the petition for inclusion of
drive-ins as eligible for SBA loans March 21.
He said at that time it was possible without
new legislation.
Late TV Ratings Confirm
Huge Academy Audience
NEW YORK—Late Nielsen television ratings
have confirmed earlier figures on the
size of the audience that viewed the Academy
Awards telecast March 26. They gave as a
record for the current season the total of
19.211.000 homes tuned in to the telecast.
They also found it an unusually large audience
for any program telecast so late at night.
The Nielsen rating was 54.7. The share of
the TV audience of the Academy show was
78.2 per cent, or three out of every four persons
watching TV that night. Officials of
the National Broadcasting Co. said that, except
for the last World Series, it was the
largest share of the audience won by any
TV attraction last year.
New '80 Days' Openings
Discussed at UA Meet
CHICAGO—New summer engagements for
"Around the World in 80 Days" were discussed
by United Artists sales executives
with district and branch managers Thursday
(1 1 at the Blackstone Hotel at a meeting
.scheduled by William J. Heineman, vicepresident
in charge of distribution. It was the
final session in a series on sales policies for
the picture. The previous three meetings were
held in Atlanta, Detroit and New York.
Discussion centered on the selection of cities
for summer dating from June 1 through
Labor Day. There was also a review of all
situations in which the picture has played.
The conference was led by James R. Velde, UA
general sales manager; Milton E. Cohen, sales
supervisor for the picture, and Morris Lefko,
vice-president and sales manager of the
Michael Todd Co.
Half-Year Operations Net
Of SW Put at $1,432,900
NEW YORK—Net income from operations
of Stanley Warner Corp. and .subsidiaries
for the 26 weeks ended March 1 amounted to
$1,432,900 after all charges, including depreciation
and amortization of $2,658,500 and
$1,634,000 for federal and foreign income
taxes. The net was equal to 69 cents a share
on 2,061,099 shares of common stock outstanding.
Disposal of properties, less applicable federal
income tax reductions, resulted in a loss
of $122,000. The net income for the period
including that special item amounted to
$1,310,900. equal to 63 cents a share.
Theatre admission and merchandise sales,
rents from tenants, etc., amounted to $58,-
275,500, compared with similar receipts of
$55,590,500 for the comparable period one
year ago.
Net income from operations for the 26-week
period ended Feb. 23, 1957, was $1,974,900
after all charges, including depreciation and
amortization of $2,498,800 and federal and
foreign income taxes of $2,190,000. equal to
91 cents a share on the 2.153.099 shares then
outstanding. During that period there was
a profit of $32,800 on the disposal of properties
after deducting the federal income tax.
The net profit, including the special item,
was equal to 93 cents a share.
Stockholders of Skiatron
Hear Optimistic Report
NEW YORK—The Skiatron subscription
television system is moving steadily nearer
to the operational stage despite "highly unethical
opposition from lobbies manned by
the television networks and movie theatre
owners." Arthur Levey, president of Skiatron
Electronics & Television Corp., told stockholders
at the annual meeting Wednesday
(301 at the Fifth Avenue Hotel.
Levey said the new-type Skiatron wire network
system required no federal approval,
and the company had solid ground on which
to base its hope that the Federal Communications
Commission will begin consideration
this year of specific applications
for over-the-air subscription trial operations.
In response to questions, Levey said he believed
there will be "good news" in about
three months. He added that Skiatron expected
to enter a major city this year, but
would not identify it. The company has a
contract with Horace Stoneham of the San
Francisco Giants baseball team. Local consent
must be obtained. Negotiations are going
on in Canada, Cuba and western Germany
as well as in the U. S., he said.
U-I Saturation Booking
NEW YORK—Universal-International reports
having scheduled more than 500 dates
on "I Married a Woman" during the period
starting May 15. The RKO picture will be
backed with announcements on the "Monitor"
radio show of the National Broadcasting
Co.
Bartley Renominated
WASHINGTON—Pi-esident Eisenhower has
renominated Robert T. Bartley for a new
seven-year term on the Federal Communications
Commission. Bartley was originally
nominated in 1952 by President Ti-uman for
a term to expire June 30.
10 BOXOFFICE :: May 5. 1958

Russian Film Talks
Recessed 30 Days
WASHINGTON—Inability of the U. S. and
Russian groups to agree on purchases of each
other's films under the cultural program of
their governments has resulted in a 30-day
recess, the time and place of a new meeting
to be decided later.
The recess decision was reached Tuesday
(29> after negotiating sessions conducted
most of the previous night and for several
hours that day. At them Eric Johnston, president
of the Motion Picture E.xport A.ss'n, was
the sole U. S. negotiator. He had been empowered
to act in that capacity by the MPEA
board at a meeting in New- York the day
before. In earlier meetings lie had had advisers
from the ranks of the MPEA.
Among the stumbling blocks are said to
have been a lack of American interest in
Russian films, an attempt by the Rus.sians
to get ratlier high prices for their films and
an attempt to negotiate a co-production deal.
It was reported there was some agreement
on sales for flat sums for five-year periods
and dubbing and subtitling procedures.
The negotiations were halted because the
Russian delegation had to return to Moscow.
The probability is that the negotiations will
be resumed because of the interest of the two
governments in a cultural exchange including
films. Turner Shelton. head of the U. S.
Information Agency, was cautiously optimistic.
MPEA Authorized to Sell
To Poland and Hungary
NEW YORK—The Motion Picture
Export
Ass'n has been authorized by its member
companies to negotiate the sale of films to
Poland and Hungary. Poland is expected to
take about 20 and Hungary between ten and
12.
An MPEA meeting Tuesday (29) also discussed
a division of 200 import permits allotted
by Argentina but reached no decision, nor
was any reached on participation in the San
Sebastian Film Festival.
Walter Brooks Dead at 64;
A Veteran in Film Trade
NEW YORK—Walter Brooks, onetime assistant
director of exhibitor relations for
MGM and more recently with the Quigley
Publications, died in his sleep Wednesday
1 30 1. He was well-known among exhibitor orgajiizations
in the 1940s when he attended
many regional exhibitor association conventions.
He was 64 years old.
He was a veteran of many years in the film
world. He was a theatre usher in 1908. From
1912 to 1918, he managed theatres in New
York and Pennsylvania, then became advertising-publicity
director for Educational Film
Corp. He also served as eastern production
manager and then assistant to the president.
For a time in the 1920s, he was associated
with the legitimate theatre in New York,
and in the 1930s was in press relations for
the National Emergency Council and later
served as assistant to the director of the
agency, and as a press relations officer for
the Coordinator of Inter- American Affairs.
He was with MGM from 1944 to 1947, then
joined the Quigley organization, with which
he was associated until a few' months ago.
Funeral services will be held Monday (51 in
Canton, Pa., his birthplace.
Dangerous Movie, TV Trend Toward
Glorifying Crime, Hoover Charges
WASHINGTON— J.
Edgar Hoover, head of
the Federal Bureau of Investigation, who
several week.s ago urged the film industry to
quit making motion pictures portraying the
lives of headline-making criminals, declared
this week there was a dangerous trend to
glorification of crime in both movies and
television.
In a signed article appearing in the May
issue of the FBI bulletin, he called this
glorification "an affront to our national conscience."
As a law enforcement officer, he
said, he felt he was duty bound "to speak out
against a dangerous trend which is manifesting
itself in the field of film and television
entertainment."
He admitted that there were leaders in
both industries who were helping law enforcement
by "genuine portrayals of criminals,"
but, he added:
"In the face of the nation's terrifying
UA Drive Honoring
Krim Is Under Way
NEW YORK—"A Salute to Arthur Krim"
sales drive has been started by United Ai-tists
and will run 37 weeks. Cocaptains are
Robert S. Benjamin, board chairman, and
William J. Heiiieman, vice-president in
charge of distribution. The drive offers $60,-
000 in prizes to the participating division,
district, branch and sales managers, salesmen
and bookers in the U. S. and Canada.
The drive will run through the first week
of January 1959. It has been divided into
five laps, the first of ten weeks followed by
ones of five weeks, eight weeks, nine weeks
and five weeks. Winners will be chosen on
the basis of the greatest number of bookings
and total revenues reported for their branches,
districts and divisions of operation.
In announcing the drive, Benjamin and
Heineman called attention to the "brilliant
contributioixs" of the company president
which the drive honors. They noted that under
his leadership United Artists revenues
have reached an all-time high of $70,000,000-
plus in terms of worldwide gro.5ses.
European Film Archives
Tour Is Scheduled
NEW YORK—A 30-day European film
archives
tour in July, which calls for visits to
seven countries, screening of about 50 motion
pictures of historical significance in the
development of the industry, and visits to a
number of European studios, is being sponsored
by Travel & Study, Inc., in cooperation
with KLM, the Royal Dutch Airlines. Conducting
the tour will be Gideon Bachmann,
editor of Cinemages and vice-president of
the American Federation of Film Societies.
Film libraries in London, Brussels, Paris,
Milan, Rome and Copenhagen have agreed
to open theii- vaults of old films for the visitors.
In addition, important film producers
and directors in each of the countries will
attend meetings of the American party. The
U. S. group will leave July 1 from New York.
Information regarding the tour can be obtained
from KLM, 430 Park Avenue, New-
York, N. Y.
juvenile crime wave, we are threatened with
a flood of movies and television pre.sentations
which flaunt indecency and applaud
lawle.ssness. Not since the days when thousands
filed past the bier of John Dillinger
and made his home a virtual .shrine have we
witnessed such brazen affront to our national
con.science."
Hoover did not name any .specific pictures
or programs. There are, of course, he commented,
many leaders in the motion picture
and television industries who dedicate their
efforts to producing whole.some entertainment.
"Regrettably," he added, "there are
some un.scrupulous individuals who value
money above morals, and whose actions
should be exposed in the searching klieg
lights of public opinion. In their lust for
bigger and bigger profits, they glorify violence,
glamorize con-uption, and picture criminals
as heroes for youths to idolize."
Rhoden Reports 10%
Rise in NT Earnings
LOS ANGELES—A cheermg report on theatre
business was given to National Tlieatres
stockholders this week by E. C. Rhoden, president.
For the 13 weeks ending March 25, 1958,
earnings were 10 per cent greater than in
the corresponding period a year ago, he said,
in a quai-terly report to shareholders.
"The improvement in earnings began with
the Christmas holidays, and is principally attributable
to the release of outstanding boxoffice
attractions," he said.
The rise in earnings nevertheless was insufficient
to offset a disappointing first
quarter, and the earnings mark for the first
six months of the fiscal year was still below
that of a year ago.
Consolidated net income for the 26-week
period was $743,897, equal to 28 cents a share
on the 2,699,486 shares of stock outstanding
at March 25 last, compared with $1,187,766.
or 44 cents a share for the smiliar period last
year. For the second quarter alone, however,
earnings were $678,000, equal to 25 cents a
share, compared with $615,000, or 23 cents a
share for the like quarter a yeai- ago.
Dispositions of real estate and unproductive
theatres for the half year produced profits
after applicable federal income taxes of
$170,000. compared with $100,000 for the like
period last year. In the second quarter alone,
such dispositions resulted in a net loss of
$9,000, compared with a net loss of $40,000 in
the same quarter last year.
Gross income for the six montlis was $26,-
482,791, compared with $30,283,050 for the like
period a year ago.
'Rebel' Atlanta Opening
NEW YORK—Samuel GoldwjTi jr.'s "The
Proud Rebel," distributed by Buena Vista,
will open at the Rialto Theatre. Atlanta. May
28 as a benefit charity performance. Buena
Vista is recruiting the stars of the picture
Alan Ladd, his ten-year-old son David and
Olivia de Havilland, to fly to Atlanta for the
opening.
BOXOFFICE May 5, 1958 11

Television Gets Spotlight
At SMPTE Convention
LOS ANGELES—Television was a major
topic of discussion at the semiannual convention
of tlie Society of Motion Picture and
Television Engineers here last weelc. but subscription
TV—expected to be a subject of
lively interest^— was limited to a single paper
delivered by Lloyd Hallamore of Hallamore
Electronics Co., which manufactures equipment
for telecasting via cable.
Among the latter was both a report and
demonstration of the new blown-arc projection
lamp being introduced to the trade
by the Strong Electric Corp. Arthur J. Hatch.
president, and Russel Ayling of the Strong
organization, participated in the presentation.
There was both a presentation on the
convention floor and a practical demonstration
at the Laurel Drive-In Theatre in the
San Fernando Valley, wheie the engineers
were taken in a bus Thursday (24).
SHOPPING CENTER TIECP
In his paper on wire TV. Hallamore proposed
a use of subscription television through
the establishment of local TV studios in suburban
community shopping centers—with the
suburban liousing areas wired free. Through
such a facility, he said, a variety of programming
could be developed, including telecasting
of local news, sports and civic events and
motion pictures. A small-scale program of
this type would al.so give local merchants an
opportunity to advertise at a reasonable cost,
and with their messages aimed directly at
their trading area.
A local system of this type would cost about
$20 per house for wiring. Hallamore said. As
for programming, it should be free until the
evening hours, when a charge could be made
for motion pictures, he added. While all
homes would be wired, only those especially
subscribing for the evening entertainment
would pay a special fee on a metered basis.
Altogether 30 papers were presented on
television subjects and 21 on motion pictures.
STRONG LAMP IMPRESSES
At the demonstration of Strong's "Jetarc"
lamp, the engineers were impressed with the
new concepts of producing light by carbon
arc as introduced in the lamp. The Strong
officials characterized the equipment as the
"most powerful projection lamp ever developed."
and one which could deliver 100 per
cent distribution over the entire screen area.
There was considerable interest in the air
jet and blower techniques used to produce the
light which was said to be 51 per cent greater
than that available from any other projection
lamp. The lamp u.ses an outsize 21-inch
main reflector, and all film sizes from 35mm
to 70mm can be projected without any change
of reflectors. The spot size at the aperture,
it was explained, can be changed from 35mm
to 70mm by merely shifting the position of
the main reflector by means of a convenient
control.
The engineers were told that this effective
optical system has been achieved because of
an advanced cai-bon-burning technique developed
by the Strong Corp.. a technique involving
a greater constriction of the arc. This
constriction is accomplished by air jets arranged
around the positive carbon and directed
toward the burning end, with air
STANDEE WINS RECOGNITION—
Emery Austin, right, director of exploitation
of MGM Pictures, is shown accepting
an award from Al Barlow of the
Henneg^an Co. of Cincinnati, in behalf of
MGM for the giant lobby standee on
"Raintree County." The award is an
annual event sponsored by the Lithographers
National Ass'n, Inc. The standee
and other winning items will be sent on
a nationwide tour for display in important
cities. The standee was designed
by Joe Albers. the art director was Lou
Field and the artists were Walter M.
Baumhofer and Wallace Bassford.
pressure for the jets provided by a blower
which is the "heart" of the system. As the
brilliance of the arc increases with constriction,
the cylindrical-shaped light source created
by the air jet pressures boosts the light
picicup angle to 260". This is in contrast to
the 160-degree pickup of conventional lamps.
it was pointed out.
More than 1.500 members of the Society
attended the convention, said to be the largest
turnout for a coast meeting of the Society.
'Kings Go Forth' Opening
Is Set for Monte Carlo
NEW YORK—The world premiere of Pi-ank
RO.SS' production of "Kings Go Forth" will be
held June 14 at the Gaumont Theatre, Monte
Carlo. United Artists said the Prince and
Princess of Monaco will be patrons of a benefit,
"An Evening with Frank Sinatra," in
connection with the premiere. The United
Nations Refugee Fund wUl benefit.
Rerelease 'York/ 'Doodle'
NEW YORK—"Sergeant York" and "Yankee
Doodle Dandy" will go into national release
at the conclusion of a run at the Branford
Theatre, Newark, N. J., according to
Arnold Jacobs, general sales manager of
Dominant Pictures, distributors of the Warner
Bros, re-releases. They opened at the
Branford Friday (2).
Variety's Heart Award
To Philadelphia Tent
LONDON— For iLs .spon.sorship of a children's
club camp and its work in the field of
infantile paralysis, the Philadelphia tent has
been given the 1958 Heart Award of Variety
Clubs International. Announcement that the
Award had been given to the active Philadelphia
barkers was made at the closing dinner
of the Variety Clubs convention Friday
(251 by H. R. H. Prince Philip who was one
of the distinguished guests at the affair.
The Philadelphia tent also won the special
award for having the largest delegation at
the convention. The Philadelphians spent
$262,000 on their chaiitable endeavors during
the last year in projects which benefited
7,285 individuals.
An honorable mention Heart Award went
to the Charlotte tent which sponsors a children's
clinic and an eye clinic, on which
.$140,567 was spent last year, and from which
10.857 persons benefited.
Variety did not make a Humanitarian
Award at the convention, but gave a special
Heart Citation to one of England's most distinguished
philanthropists. Viscount Nuffield.
The widely known automobile manufacturer
gives almost all of the profits from his enterprises
to charitable and educational institution.s—contributions
which now total
more than 27.000.000 pounds.
Presiding at the final dinner was James
Carreras. the newly elected international
property master, the first barker outside of
the United States to be elevated to an international
office.
The convention adopted a resolution paying
tribute to the contributions to the organization
by Jack Dumestre jr.. international
dough guy. who died in Atlanta while the
meetings here were in progress. A message of
condolence was sent to his family.
It was announced that the convention brochure
produced by the London tent—a 210-
page program and souvenir—raised $45,000.
The cover of the book was of white art paper,
embossed in gold with the convention badge,
barker's head and the city of London seal with
a red ribbon tipped on.
$10,000,000 Sports Center
Will Include New Airer
NORWOOD. MASS.—An outdoor theatre is
projected as part of the $10,000,000 sports
center which will be built here by the Hampden-Harvard
Breweries of Willimansett. Included
also in the sports center will be an
aluminum and glass stadium seating 60,000-
65.000. parking facilities for 15.000 cars, New
England's largest .swimming pool, a shopping
center, motels, restaurant, golf range and
bowling alleys.
The site as announced by George K. Bissell,
vice-president and treasurer of Hampden-
Harvard, will be near the eastern terminus
of the Turnpike and Routes 128. 3. 1 and 30
as well as the Norwcwd Airport. The center
will be easily accessible to all residents of the
state as well as parts of Maine. New Hampshire,
Rhode Island and Connecticut.
The stadium would be the first covered
playing area of such size in the world. The
project planners hope to interest the Boston
Red Sox in using the stadium for their league
games, but the construction will not depend
on such an arrangement.
12 BOXOFFICE May 5, 1958

.
VERTIGO VERTIGO VERTIGO VERTIGO VERTIGO VERTIGO
ED VERTIGO VERTIGO VERTIGO VERTIGO VERTIGO VERT
RTIGO VERTIGO VERTIGO VERTIGO VERTIGO VERTIGO V
1 VERTIGO VERTIGO VERTIGO VERTIGO VERTIGO VERTIGI
riGO VERTIGO VL..,,...jVERPJUiAMOUiiTlG0 VER
'ERTIGD VERTIGO VERTIGO y^"p.„__ itnu VERTIGO '
ID VERTIGO VERTIGO VERTi ytR =°-^IGO VERTII
5TIE0 VERTIGO VERTIGO VlTO llAUNCH TTIGOVE
VERTIGO VERTIGO VERTIGD^'""^^" VFf3TlRn VERTIGO
SO VERTIGO VERTIGO VERT^tTv^iioF*']^^^^ VERT
ERTIGD VERTIGO VERTIGO -NEW VERTIGO VERTIGO V
3 VERTIGO VERTIGO VERTIt IGD VERTIGO VERTIG
riGD VERTIGO VERTIGO V„."'^'?!5^.Tj VERTIGOVEF
/ERTIGD VERTIGO VERTIGO 3tp^TEGV'° VERTIGO
3D VERTIGO VL...,JDVERTIRn ^'
:5TIGD VERTI
RTIGO VERTIGO VERTIGO VeTO BRING VERTIGO VE
VERTIGO VERTIGO VERTIF|y|QpE YOUN^^'^"^"^'^
IGD VERTIGO VERTIGO VEKmou Vi=i

Paramount aims a
pi ctu re
market -the
Opinion Research sj
movie-goers are in t
dynamic promotion v
^
market, as well as i
gross- building penet
A ONE-TWO PUNCH AT THE HUGE NAi.
each of LIFE and LOOK, to i
total
audience for these four
PERSUASIVE SELLING TO THE YOUNG FENJ
IMPORTANT NEW MEDIA TARGETED TO I
newspapers with
half college students.
circulation
HIGH SALES PITCH AT TEENAGE PACE-t|
city
engagements.
TICKET- SELLING USE OF TV . . , thn
arresting TV spots ever des^
of-sale penetration. Plus a sp
the top rated show "Alfred
sents" which will carry plu^
coming presentations to its
audience of youth and adults
SCIENTIFICALLY BLUE-PRINTED RADIO Pi
phasis on point-of-sale effect
hit song "Vertigo" will
register
impressions as its recording
from coast to coast on the tu
jays most listened to by the unc

I
massive barrage at today's major motion
!/oung customers. Sindlinger, Politz and
iveys all
point out that more than half of all
he younger -than -20 group. Every type of
il be aggressively used to hit hard at this
t) reach the general adult audience. This
nation for Alfred Hitchcock's 'Vertigo"includes:
lAL MAGAZINE PUBLIC, with color ads in two consecutive issues
li under 34-readership of well over 25 million. The combined
insertions reaches a staggering 90 million, including all ages.
INE MARKET. . .with ads in Seventeen as well as the entire fan list.
UTH OPINION LEADERS— as Paramount pioneers ads in all college
in excess of 2,500 . reaching a total of a million and a
. .
ITERS through high school papers to be used in all early key
he most eyegned
for point-
^cial tie-in with
Hitchcock Pre-
^ on all its up
vast nationwide
MOTION with emeness.
And the
lillions of sales
start spinning
i
htables of dee-
6r-20 audience.
All This Boxoffice Support Is
Perfectly Timed For Early Summer
Dates Of
JAMES STEWART
KIM NDVAK
IN/ILFREDHITCHCDCK'S
MASTERPIECE
CO «T«MniNO
''i^uVii**'
Ve b' rti
OtHCCTIO •
lOM HELMORE HENRY JONES Alf RED HIICHCOCKALEC COPPEL & SAMUEL lAYlORIECHNlCOlOR' P.
BASED UPON THE NOVEL'OtNTBE LES MOnIS' 8Y PIERBE BOILEAU AND THOMAS NABCtJACMUSIC BV BEONARC HEflBMANN ^->fT^^

Motion Picture Investors
Files Corporation Papers
CALENDARofEVENTS
MAY
KANSAS CITY— Ai-ticles of incorporation
for Motion Picture Investors. Inc. have Ix-en
filed with the MLssouri secretary of slate and
a prospectus is now being prepared for the
Securities & Exchange Commission, so that,
with povernment approval, the investment
trust shares will soon be available to all people
of the industry.
In making these announcements. Howard
E. Jamey.'ion. chairman of the board of Commonwealth
Theatres who originated the trust
idea, reaffirmed the basic purpo.ses behind
the plan.
"In proposing an investment trust to deal
with the problem of pa'it-1948 movie sales to
television, we have attempted to tailor it to
the economic facts of life as they relate to the
theatre." he said. "The founders of Motion
Picture Investors. Inc. realize that the exhibitors
of America cannot provide the money
necessary to implement grandiose plans designed
to worlc miracles over night.
"The investment trust." he explained, "is a
simple, practical and a relatively economical
method of taking one step at a time toward
eventual goal.
its
"We are not deluding ourselves. MPI will
not become a 'force' until it has .substantial
investments in the various distributing companies,
but it can be a 'voice'—although a
wee one—in a very short time. Without seeking
or desiring 'control' of any company, it
can gradually develop a healthy 'influence'
upon our whole industry. From our small beginning,
we will be satisfied with a slow.
steady and safe growth. We are not looking
for great oaks before we have planted our
acorns."
Jameyson further stated: "Most of the
plans offered exhibition in the past have depended
solely upon the financial resources
of the theatre and the burden has been too
great for the exhibitors to bear. MPI will invite
all elements of the industry to participate.
It will come as a surprise to many to
learn that almost 50 per cent of our organizational
capital—now considerably in excess of
TO MAKE SCREEN RETURN—Marilyn
Monroe is shown signing a contract
with Harold Mirisch. president of the
Mirisch Company, for a starring role in
"Some Like It Hot," which will mark
her return to the screen. United .•Vrtists
will distribute the film to be produced
and directed by Billy Wilder, scheduled
to go before the cameras in July.
the required SIOO.OOO- has been subscribed by
people who sell equipment, make trailers, sell
film, deliver film or otherwise have some
vested interest in the health of our industry.
Once MPI has qualified with the Securities
& Exchange Commission it expects to offer
its .'ihares to a wide list of potential investors
who have important reasons for giving exhibition
a helping hand.
"Of course, there are those who honestly
and sincerely take a dim view of our proposal.
We think many of these persons are
too quickly relating it to other plans of the
past, without giving it a thorough study.
MPI differs radically from anything heretofore
suggested. A share in MPI will definitely
be an investment that will actually
purchase a portion of an equity in going concerns.
To be sure, it is speculative and one
the average prudent investor would not make,
but it will provide the exhibitor with a ticket
to shareholders meetings and it can become
a tool by which director's doors are opened.
And it can do these things with a minimum
risk to the investor's capital. If MPI becomes
an effective influence in our industry and
helps us back to our former health, its .shares
can increase substantially in value and the
investor can thus profit."
Schine Will Auction
17 of Its Theatres
BUFFALO—The Schine circuit will
put up
17 theatres at public auctions May 19 and
24. Some of the sales, of theatres now in
operation, are in compliance with the federal
antitrust decision of January 1957. but others
are of houses closed because of population
shifts or neighborhood changes.
Eight of the theatres are in Rochester,
including the Monroe, which is equipped for
Todd-AO showings, and the Riviera. Closed
theatres in that city include the Madi.son.
Lake, Liberty, States, West End and the
Cameo. Theatres in Fairport. Cortland. Geneva
and Lockport also are included in the
first group to be auctioned May 19 at the
Manger Hotel in Rochester. The second
group, to be sold May 24 at the Queensburg
Hotel. Glen Falls. N. Y.. includes houses in
Amsterdam. Hudson Falls and Granville.
N. Y.: Ravenna. Ohio, and Cumberland. Md.
Carl Dickerson. city manager for the Schine
theatres in Kodak Town, said the auction is
being handled by the circuit's real estate
division. Signs advertising the auction are in
all the theatres concerned. Dickenson declined
to speculate on whether the change
in ownership will mean a change in management
of the two theatres now operating.
However, Schine shows Todd-AO productions
under an agreement w^th the Todd interests.
and it could be presumed that Schine will
lease the Monroe Theatre to continue
Todd-AO showings.
Dickerson said the other day that the latest
Todd-AO production. "South Pacific," will
be shown in the Monroe as soon as it is
released for Rochester.

Fox Management Buys
$4,271,250 Debentures
NEW YORK The nuuiagemont of 20th
Century-Fox during 1957 purchased in ag-
Kretjute $4,271,250 principal amount of subordinated
debentures, a sum equal to $25
principal amount for each of 170.850 shares
of common stock optioned, and took aggregate
salar.v reductions of $128,137.50 annually
for a period of two years. Options on tlie remaining
29.150 shares out of a total of 200.-
000 did not come into being prior to the expiration
date of Nov. 19. 1957. and have
lapsed.
The purchase of the debentures was in line
with a provision made at the stockholders'
meeting in May 1957 for the creation of
common stock options for management on
200.000 shares, contingent on management
purchasing $5,000,000 principal amount of five
per cent five-year subordinated debentures
and also contingent on management taking
salary reductions of 75 cents a share for each
share of stock optioned.
The $4,271,250 received from the debenture
sale has been added to the funds of the company.
To April 16 last. $2,533,270 of the
amount has been used to purchase 104.800
shares of its common stock. The purchases
were made at an average cost of $24.17 a
share. In addition, the company previously
acquired 25.000 shares at an average cost of
$18.75 a share. Combined, the 129.800 shares
cost $3,002,074.94. Their average cost was
$23.13 a share. The average price of the
options acquired by the management on the
170.850 shares was $23.71.
The company plans to buy additional shares
of common stock from time to time and hold
them in its treasury. None of the options on
the 170.850 shares has been exercised. The
options may be exercised in whole or in part
until 1963. except for shorter periods in the
event of death or termination of active employment.
Fox Oil and Gas Receipts
$730,634 Since Inception
NEW YORK—Twentieth Century-Fox has
received $730,634 in royalties from oil and
natural gas produced on its studio property
since the inception of production late in
1955 to last February 28. according to its
latest annual report.
The sum of $325,435 was received in 1956
and $309,254 in 1957. All drilling and production
costs are advanced by Universal Consolidated
Oil Co. On full recovery of the
costs, the 20th-Fox sliare of proceeds will increase
from the basic royalty of 11.32 per cent
to 51.32 of total gross revenues, less one-half
of operating costs w'hlch. on the basis of actual
production and sales in 1957. is estimated
at approximately $1,263,890 a year.
Additional wells will be drilled until the field
is fully developed.
Liza Music Corp. Formed;
Controls '80 Days' Music
NEW YORK—The Liza Music Corp, has
been organized by Michael Todd jr. and
Elizabeth Taylor Todd. The company owns
the copyrights to all the music in the sound
track of "Around the World in 80 Days."
Jack Saunders is vice-president and manager.
He has been associated with the Iat€
Michael Todd more than 20 years and has
acted as music adviser to the Michael Todd
Co,
20th-Fox 'Merchandising
To Start With Traulein
Packages
Release
Charles Einfeld discussing: the company's new public merchandising packages
before sales executives attending a homeotfice meeting last weekend.
NEW YORK — A "public merchandising
package" for local level, all-media exploitation
for all features, starting with its May
release, "Fi'aulein." is to be inaugurated by
20th Century-Fox, Alex Harrison, general
sales manager, told district managers at a
homeoffice meeting over last weekend.
Charles Einfeld, vice-president, outlined
the composition of the "public merchandising
packages," which will supplement all future
feature contracts. This packaging is in line
with the policy of cooperating with exhibitors
in all situations, to supplement the advance
national publicity drives on the pictures.
The first of the packages has been prepared
so that it can do a selling job "within
a budget any exhibitor can afford." according
to Einfeld.
"Fraulein" was selected for the first "package"
because Einfeld, Han-ison and Spyros P.
Skouras, president, considered it as having
the most exploitation potential required to
set the program off on the right note.
Einfeld's theory that title songs should be
saturated before the release of a picture, will
be tested with five separate recordings of
the title tune, in five separate styles, for
"Fraulin," Steve Lawrence, who will substitute
for Steve Allen this summer on the Sunday
night TV show, will kick off with his
Coral recording of "Fraulein." Kitty Wells
and Bobby Helms, "country and western" recording
stars, have also made recordings of
"Fraulein" as has Don Estes. Decca star, with
a Rock 'N' Roll record. Also a martial version
of "Fi-aulein." recorded in the same manner
as the March from "The Bridge on the
River Kwai," has been waxed by Vic Sabriaio
on the Decca label. The picture, in Cinema-
Scope and De Luxe Color, was filmed on location
in Berlin and the ballad tells the
story of the picture. The earthy, homespun
set of recordings will emphasize the American
music to remove whatever foreign connotation
the title might have, Einfeld said.
In the advertising campaign, a special series
of six teaser ads, the laj'gest of which is
34 lines, has been designed to supplement a
low-budget radio campaign and attract the
audience already presold by the five "Fi'aulein"
recordings. In the same vein, display
ads will afford a maximum sell in a minimum
amount of space.
The other forthcoming pictures with the
"packages," will include: "Ten North Frederick,"
al.so for May release; "From Hell to
Texas." for June release, and "A Certain
Smile." "The Bravados." "Tlie Barbarian
and the Geisha" and "The Diary of Anne
Frank," all summer releases.
Those attending the weekend meeting over which
Harrison presided, included; C. Glenn Norris, central,
Canadian, midwestern and coast division soles
manager; Martin Moskowitz, eastern division sales
manager; Alex Arnswoider, New York branch manager,
and the following district heads: Abe Dickstem,
New York; Al Levy, Boston; Paul S. Wilson,
Atlanta; Mark Sheridan jr., Dallas; Morton A. Levy,
Minneapolis; Tom O. McCleoster, Cleveland, ond Reville
Kniffen, Los Angeles. Those present from the
homeoffice were Neil Agnew, Frank Corroll, Clorence
A. Hill, Lorry Ayers and Roger Ferri.
Wile Lauds Montana Unit
For Aiding Family Films
GREAT FALLS. MONT.—Montana Theatre
Owners Ass'n at its spring convention
Tuesday i29i at the Rainbow Hotel here was
thanked by Robert A. Wile. 20th Century-
Fox exhibitor relations director, for sponsoring
a drive last fall to produce more familytype
pictures.
Wile said that the Montana group was one
of several organizations that had insisted on
scheduling pictures like "The Gift of Love"
and "Sing Boy Sing" which are boxoffice
successes in small-to'vvn theatres catering to
the family trade.
Wile also called for a revaluation of the
use of the Cinemascope trailer, rather than
a standard trailer, for a forthcoming Cinema-
Scope release. A recent survey showed that
80 per cent of the trailei-s on Cinemascope
pictures are flat trailers. Wile advised trailers
be attached to Cinemascope shorts or Terrytoons
as the easiest method.
Seek Chicago Opera House
NEW YORK— National Theatres has applied
to federal court here for permission to
take over the Civic Opera House in Clncago
temporarily to show "Windjammer." first
Cinemiracle picture. The petition stated the
auditorium would be used only at times when
opera is not being shown there.
BOXOFFICE May 5, 1958 17

BETWEEN THE LINES
Status of Telemeter
\A7E dioppt-d into llie office of Howard
Miiiskj- one day last week to see what
was new in regard to Telemeter, Paramount's
pay-as-you-see TV system. Minsky
is vice-president of International Telemeter
Corp. and he bubbles over with enthusiasm
when he talks about the medium.
Just because there hasn't been much news
about the system recently doesn't mean
tliat the company isn't very much alive. It
is rarin' to go, just as soon as one very annoying
obstacle is overcome.
That obstacle is the fees being asked by
the telephone company for its wire and
cable facilities. The charges, Telemeter
claims, are far too high and that's w'hat has
stymied the launching of the system on a
commercial basis. But Minsky is confident
that an agreement will be reached.
When that one obstacle has been cleared
away. Telemeter is ready to start operating
in three areas: New England, west coast
and Canada. Two other spots will follow
shortly thereafter. The principals in New
England and Canada are theatre interests;
involved in the coast operation are both
industry and outside people. A program
director has been retained and he has an
"exciting" array of shows lined up which
can go over the wires on short notice.
Minsky said there had been a steady flow
of interested parties visiting his office.
They have come from almost every country
in the world seeking information and franchises.
A group of church officials wanted
to know if religious services could utilize
Telemeter so that shut-ins and others could
"attend" church via the television screen.
Minsky assured them that this could be
done.
Regardless of adverse opinions about subscription
television in general, Minsky is
one who believes that the ultimate widespread
utilization of the medium is inevitable.
Nothing can stop it, he said. No
green light from the Federal Communications
Commission is required; only a reasonable
arrangement with the telephone
company is needed to get the system rolling.
Mann Overboard
THE time has passed when a producer
can make just another picture. He's
got to latch on to something different,
something unusual. And the amount of
money spent doesn't determine the success
of the film.
"84" CASH DISCOUNT CARDS
See Classified ad under BUSINESS
STIMULATORS this Edition of
BOXOFFICE.
By AL STEEN
The speaker was Anthony Mann whose
"Gods Little Acre" is about to be released
by United Artists. Mann was in New York
recently to di.scuss the promotion of the
picturization of Erskine Caldwell's controversial
novel. And we do mean controversial!
Although the book has been translated
into 21 languages, it still has to be
smuggled into Massachusetts.
The production cost of a picture isn't as
important as the basic idea of the story,
Mann said during an informal chat with
some of the press boys in the UA board
room. A good idea, well developed, will attract
the customers regardless of what the
picture costs, he said. As an example, he
pointed to "Men in War," which he produced
at a cost of $500,000 and which, he
claimed, will roll up a gross of $3,500,000.
"God's Little Acre" had a budget of around
$900,000. But he believes that it's the story
that will intrigue the patrons.
And therein he has a point. Just last
week, sales of the book passed the 9,000,000
mark since its first publication 25 years
ago. Since then, it has been a storm center
of one of the most turbulent literary controversies
in America. Charges were made
that the book was devised solely to incite
lust, but in a historic decision. Magistrate
B. E. Greenspan in New York held that
Caldwell had chosen to write what he believed
to be true and that suppressing
books because they might incite lust would
reduce literature to a tiny fragment of barren
volumes.
So Mann had the problem of producing
such a picture so that it would be in good
taste and still capture the heart of the
novel. Apparently this has been done because
the film has a Code Seal and has
been passed by some pretty strict censor
boards. A piece of irony in connection with
the filming is that Augusta, Ga., refused to
permit the picture to be made there, so it
was filmed in Stockton, Calif. And yet,
the world premiere is to be held in Augusta,
Caldwell's home town.
That CBS Show
Mo use crying over spilled milk, but that
"Seven O'Clock Report" on CBS-TV
on April 25 was something to cry over.
Douglas Edwards' program was a real sock
on the jaw for the film industry, practically
stating that the motion picture theatre was
washed up. The viewer was taken on a
torn-
of sites which formerly had been theatres
but now were supermarkets, rug factories,
etc. At a time when the industry is
launching its business-building campaign
in a drive to restore the theatregoing habit,
this really was an unfortunate program.
A squawk to the producer can do no
good; the harm has been done. But some
sort of vigilance should be created to prevent
a recurrence.
Harry Ballance Retiring
As Fox Division Mgr.
NEW YORK—Harry Ballance, who has
.served as .southern division manager of 20th
Century-Fox for 26
years, will retire on
September 1. Alex
Harrison, general sales
^^^g'-fi
''
manager, told a meet- ^^^^
ing of company district
manager.s here last
week that under a
long-term agreement,
Ballance would continue
to function in an
advisory capacity and
continue to make his
headquarters at the
Harry Ballance
Atlanta branch.
Starting his film career with Paramount
in the Los Angeles branch in 1918, Ballance
joined Fox Film Corp. in 1932 shortly after
the late Sidney R. Kent transferred from
Paramount to Fox. In the meantime, Ballance
had served Paramount as New England
district manager and eastern division sales
manager and, under Kent, general sales
manager for five years. When Paramount
acquired S. A. Lynch Enterprises in the
south, Ballance was put in charge.
Ballance is noted for his development of
sales manpower. Both of the south's district
managers. Paul Wilson, southeast, and
Mark Sheridan jr., southwest, started as
booker and ad sales manager, respectively, in
the Atlanta branch. Six of the eight .south-
other
ern branch managers were among the
present employes who stemmed from Ballance's
manpower development program.
They are Dan Courset. Atlanta: Olin Mock,
Charlotte: Tom Tidwell, Jacksonville; William
A. Briant, New Orleans; William Williams,
Dallas, and Henry Han-ell, Houston.
Annual Rogers Hospital
Inspection June 26-29
NEW YORK—The annual weekend inspection
trip to the Will Rogers Memorial Hospital
at Saranac Lake, N. Y., by the board of
directors will be held this year June 26-29.
Abe Montague, president of the Will Rogers
Memorial Fund, and Robert J. O'Donnell,
chairman, reported last week that this year's
inspection would be a "revelation of progress"
at the hospital.
The directors and trade press representatives
will leave New York on the evening of
June 26 and spend part of the next day at
the hospital. The party then will go to
Schroon Lake and spend the rest of the
weekend at the Edgewater Motel, owned by
Herman Robbins. president of National
Screen Service, and his family.
'God's Little Acre' Set
For 130 Charlotte Dates
NEW YORK—"God's Little Acre," the Anthony
Mann-Security Pictui'es production,
which will have a three-theatre world premiere
in Los Angeles, at Iris, Rialto and
Wilshire theatres. May 7, also will have a
130-date saturation booking in the Charlotte
territory in mid-May, according to James R.
Velde, general sales manager for United
Artists, which is distributing the picture.
The picture, which is being nationally released
in May, is also being set for key city
engagements across the country, beginning
May 28, Velde said.
18 BOXOFFICE May 5, 1958

AT NEW YORK'S
TRANS-LUX NORMANDIE THEATRE
BIGGEST NON-HOLIDAY OPENING
r-^ DAY IN A YEAR!!!
HEADING FOR
THIS AD
IS PART
OF THE
NEW YORK
NEWSPAPER
AD
CAMPAIGN...
MARKED
PLACE,KID!
SMASH
FIRST
WEEK...
AND
LONG
RUN!
HEADING
YOUR
WAY
JVOIV...
starring
co-starring
uci^
JOAN GREENWOOD -HERBERT MARSHALL
HENRY FONDA • SUSAN STRASBERG
and
I
introducing
BOOK IT
FROM
BUENA
VISTA!
TECHNICOLOR ® Screen Play by RUTH and AUGUSTUS GOETZ
• WILLIAM DOZIER in Charge o( Production
Produced by STUART MILLAR • Directed by SIDNEY LUMET
• Music by ALEX NORTH
An RKO Radio Picture-Distributed by Buenj Vista Film Distribution Co., Inc.

:
'f¥Mf€WMd ^cfi

Herman Levy in London to Seek
Closer U,S.-British
NEW YORK—The posslbUlty of establishing
a permanent Joint working group consisting
of members of
Theatre Owners of
America and the Cinenmtojraph
Exhibitors
Assn will be explored
by Herman Levy, general
counsel of TOA.
during his current
visit to London. Levy
sailed Wednesday (30»
on the Queen Elizabeth.
Levy will meet w'ith
Ellis F. Pinkney, general
secretary of the
Herman Levy
CEA of Great Britain and Ireland, for a
series of discussions on subjects ranging from
the effect of television on English theatres
to the product situation and censorship. He
also will meet with other British industry
leaders.
For the last few yeai's there has been an
exchange of visitors to each other's annual
meetings. Levy will seek to determine if the
distance aspect can be overcome to make
such a joint committee's work more beneficial
to the theatre owners of both nations.
Prior to his departure. Levy said he would
attend the meeting of the general council of
the CEA in London on May 14 when he expects
to di.scuss the Eady plan and measures
by which British exhibitors intend to keep
feature films off British television. The effect
of commercial television on theatre attendance
also will be discussed, as well as
assessing the problems of product shortage
on theatre grosses in relation to American
experience. Levy said he would further
check the problem of British censorship toward
American films and determine how
British producers now feel about the American
market.
Noting that British exhibition has set up a
"war chest" financed by a voluntary levy on
admissions to purchase films which might
otherwise be sold to television. Levy said he
intended to investigate this policy to see if
it might be adapted to the American scene.
He said he also planned to bring the British
exhibitors up to date on the efforts of TOA
and all American theatre operators to prevent
the introduction of subscription television.
Levy will deliver a full report on his .studies
to
the TOA membership when he returns.
AIP Sets 12 Releases
For May, June, July
LOS ANGELES — Leon Blender,
general
sales manager for American International
Pictures, has announced 12 releases for May-
June-July, setting a record release for the
company.
For May release are AIP's first Superama
productions. "Machine Gun Kelly" and "The
Bonnie Parker Story," slated for national
showing May 28. In June, "Attack of the
Puppet People," "Terror From the Year
5000," "Hot Rod Gang," and "High School
Hellcats" will be released. "How to Make a
Monster" and "War of the Colos.sal Beast"
will be released July 2. and July 23 will see
"Tank Battalion" and "Hell Squad
"
in release
Exhibitor Ties
Lowe Bros. Retire From
N.E. Concession Field
BOSTON — Philip and K.iinucl L. Lowe jr.,
treasurer and president of Theatre Candy
Co., have announced their retirement from
the New England wholesale concession supply
field. For the past 19 years this company
has been New England'.s largest supply house
for refreshment merchandi.se equipment for
theatres. Nat Buchman of Theatre Merchandising
Corp. has taken over the activities of
Theatre Candy Co. in this territory. The Lowe
brothers continue to hold their interest in
Theatre Candy Co. of Pittsburgh, Pa., in association
with Raymond Showe, and are active
in the operation of their drive-in holdings
in association with Rifkin Theatres oJ
Boston.
Alexander Film Promotes
J. G. Piccinati to Veep
COLORADO SPRINGS, COLO.—Jay G.
Piccinati, formerly director of marketing,
has been promoted to vice-president in charge
of marketing for Alexander Film Co. here.
Piccinati will direct all local sales activities
of the firm's 120-man sales organization and
coordinate the local level servicing of manufacturer-dealer
and merchandising campaigns
sold by the company's national division.
Alexander's theatre relations and theatre
contacts will continue under the direction of
Cliff Parker, theatre division vice-president.
Parker also will coordinate this function with
the local sales activity.
'First'
Canadian Feature
Deal Set
Distribution
TORONTO — The first English-language
feature motion picture produced in Canada,
"Now That April's Here," will have its world
premiere at the Towne Theatre here late in
June. Negotiations for worldwide distribution
of the film were completed this week, with
Klenman-Davidson Productions Ltd. signing
to handle the release for the N. A. Taylor-
David Griesdorf interests. The feature is
based on a quartet of short stories by Morley
Callaghan, widely read Canadian author, and
was filmed principally in and about Toronto.
Pete Lundgren Named
NT's Film Buyer
LOS ANGELES—M. A. "Pete" Lundgren
has been appointed chief film buyer for National
Theatres, it was announced by Frank
H. Ricketson jr., vice-president and general
manager of theatre operations. Lundgren, a
veteran of 26 years with NT, succeeds Bert
Pirosh, who has resigned from the circuit
after a 21 -year tenure. Pirosh will head the
booking and buying department of Pacific
Theatres, effective June 1.
Abbey Chemical Co. Moves
CHICAGO—Abbey Chemical Co., manufacturers
of Sept-O-Solve, is now located at
210 E. Ohio St., here.
Set Fox Stockholders
Meeting for May 20
NEW YORK — Twentieth Century-Fox
stockholders will vote on a management slate
of ten directors at the annual meeting May
20 at the home office. Tlic directors and the
number of shares of company stock they own
beneficially follow:
L. Sherman Adams, retired trustee of Massachusetts
Investors Tiust, 500; Colby M.
Chester, honorary board chairman of General
Foods Corp., 100; Robert L. Clarkson,
board chairman of the American Express Co.,
none; Daniel O. Hastings, lawyer. 1,001; Robert
Lehman, investment banker, 25.000; Kevin
C. McCann, president of Defiance College;
150; William C. Michel. 20th-Fox executive
vice-president. 1.393; B. Earl Puckett. board
chairman and chief executive officer of Allied
Stores Corp., none; Spyros P. Skouras,
20th-Fox president, 10,000. and Gen. James A.
Van Fleet, U. S. Army, retired, 2,400.
In addition, Clarkson and Hastings are directors
of General Precision Equipment Corp.
which owns 16.600 shares, and members of
Skouras' family own an additional 37,766
shares.
2,564,686 SHARES OUTSTANDING
As of April 1, there were 2,564,686 shares
outstanding and entitled to vote.
Employment contracts calling for remuneration
payments proposed to be made in the
future in addition to salaries, retirement
withholdings and retirement benefits are held
by Skouras, Joseph H. Moskowitz, vice-president;
Michel, Murray Silverstone, vice-president,
and S. Charles Einfeld, vice-president
in charge of advertising, publicity and exploitation.
Skouras' full-time employment ends Dec.
31, 1960. His possible total advisory compensation
payable from the date of possible retirement
until Dec. 31. 1965. decreases at the
rate of $150,000 a year until completely extinguished
if he sei-ves out his full-term employment.
There is also a provision for a
death benefit of $250,000 in the event of his
death while employed.
Moskowitz's full-time employment ends
Dec. 31. 1962. and Silverstone's Dec. 31, 1960.
Their advisory employment and rate of compensation
is $1,000 for each week of full-time
performed subsequent to April 30, 1956, and
Jan. 1. 1957, respectively. Payments will continue
to be made to their estates in the event
of their death while employed.
Michel is employed full-time until Dec. 3'.
1960. .subject to prior termination, and in an
advisory capacity thereafter at $50,000 a year
for seven years.
EINFELD PACT PROVISIONS
Einfeld is employed full-time until June 30.
1960. and in an advisory capacity for six years
thereafter at $1,000 a week for the first three
years and $500 a week for the second three
years. In the event of Einfeld's death during
employment the advisory compensation is
payable to his wife, and if death occurs prior
to June 30. 1960. the payment is diminished
by $1,500 for each week between the date of
his death and June 30, 1960.
At the last stockholders' meeting an option
plan was adopted authorizing the directors
during the next six months to grant six-year
restricted stock options to executives to purchase
common stock. The proxy statement
now in the hands of the stockholders states
that no options have been exercised.
22 BOXOFFICE May 5, 1958

Drive-In Parley Held
On 'Dollar Nights'
ALBANY—A meeting was held at
the Palace
Theatre here Wednesday morning to discuss
problems posed by "Dollar nights" and
weekend triple featuring at drive-ins in the
immediate Albany area. The session, over
which Elias Schlenger. Fabian division manager,
presided, was the outgrowth of a threestraight
"buck night" policy at Fabian's Mohawk
and Saratoga drive-ins, which reportedly
stemmed from the fact Lamont's Riverview
Drive-In at Rotterdam Junction observed
Dollar Night Thursday (24) when
"Raintree County" was top-featured.
The Fabian management apparently took
the dramatic action in the hope of persuading
area automobilers that not only Dollar
Night but also Friday-Saturday triple-featuring
should be ended as harmful to the
best interests of the industry.
At the meeting—attended by representatives
of the Mohaw-k and Saratoga, the Riverview,
the Auto-Vision and the Tui-npike (operated
by Alan V. Iselini and the Menands
(conducted by Joe Miller) —a prof)osal was
advanced that all ozoners cease Dollar Nights.
Several exhibitors countered with the suggestion
this would be done only if threefeatures
on Fridays and Saturdays were
ended.
They would go along with the idea, if the
Carman in Guilderland acceded. That drivein,
owned by Peter and John Marotta, was
not represented at the meeting.
The thought was then advanced that S. H.
or Edward L. Fabian be invited to come here
and try to act as intermediaries, with the
idea of scuttling weekend triple-featuring.
Fabian jr. was believed the likely man to
undertake the assignment.
There were strong hints that if some
agreement were not reached price-cutting
might spread. For instance, there was talk
of a 50-cent carload rate to meet the dollar
price.
"Unanimity is the one way to avoid what
could be financial suicide," commented one
of the drive-in representatives.
Named
Maxine Cooper Is
To Alexander Post
NEW YORK—Maxine Cooper, formerly account
executive for WABD (DuMont, New
York), has been appointed New York resident
vice-president for Alexander Film Co.,
Colorado Springs. Miss Cooper will mantain
offices at 500 Fifth Ave. and will be in
charge of the sale of Alexander's film and
merchandising programs to national advertisers
in the New York area.
Miss Cooper joins the Alexander organization
with a background of media selling
and advertising experience, which includes
the position of eastern sales manager for
Sponsor magazine, held prior to her post
at WABD.
Promoting NY Production
NEW YORK—Representatives of
the Film
Producers Ass'n of New York will meet Wednesday
(14) with the borough presidents and
other city officials to examine the effect of
current regulations on film production here.
The meeting was authorized by Mayor Robert
P. Wagner, who is supporting a campaign to
increase local film production. PPA has 34
producer members and 14 associates.
Golf Tourney Is Added Attraction
At Virginia Convention July 75-/7
The chairmen of the convention committees
met at the Chamberlin Hotel in
Old Point Comfort, Va., to complete
plans for the annual convention there in
July of the Virginia Motion Picture Ass'n.
Top photo, left to right: President Syd
Gates, Mrs. Roy Richardson, John
Bromnas and Leonard Gordon. Bottom
photo: Herb Morowitz, Jerome Gordon,
Jim Barham and Roy Richardson.
Barney Balaban Honored
For Saving USS Olympia
NEW YORK—Barney Balaban, president
of Paramount, was honored April 30 for his
part in helping to save the cruiser Olympia,
Admiral Dewey's flagship of Manila Bay in
1898, from the scrap heap. A plaque on which
two large medallions from the melted-down
propellor of the Olympia were mounted was
presented to Balaban in his office by Charles
R. Fish jr.. Philadelphia vice-president of
the Cruiser Olympia Ass'n. Balaban was the
first person to pledge a substantial sum to
the citizens' group formed back in 1954 to
save the Olympia. The repairs now being
made will cost an estimated $158,000.
Guild Books 'Peter Pan';
BV Holds Special Show
NEW YORK—Walt Disney's "Peter Pan."
originally released by RKO in 1953. is being
reissued by Buena Vista in the summer of
1958 and will be the next attraction at
the Guild Theatre, following the current
"Marcelino."
Buena Vista held a private showing of
"Peter Pan" at the Guild Theatre Saturday
morning, May 3, for tradepaper and magazine
repi'esentatives. Special "Peter Pan" souvenir
packages were distributed to the children or
nephews and nieces of those attending.
Eugene Lourie is directing the screenplay
of AAs "The Giant Behemoth" in London.
OLD POINT COMFORT. VA. — A golf
tournament will be added to the activities of
the annual convention of the Virginia Motion
Picture Theatre Ass'n, the committee
chairmen, meeting here last week at the
Chamberlin Hotel, decided. The 1958 convention
will be held at the Chamberlin July
15-17. John Broumas, chairman, said it is
hoped the tournament can be made an annual
convention attraction.
Final plans for the three-day meeting were
to be made in Richmond this week. Exhibitors
of the Virginia area in North Carolina, Maryland
and the District of Columbia will be
invited to attend this "fun" convention.
The committee chairmen; John Broumas,
Washington, general chairman; Jerome Gordon,
Newport News, banquet; Morton Gerber,
Washington, distinguished guests; J. K. Crockett,
Virginia Beach, and R. Dewanner Stallings,
Newport News, drawings; Herb Morowitz,
Newport News, exhibits; William Dalke jr.,
Woodstock, finances; Hal Lyon, Fi-ankJin,
food; Mrs. Roy Richardson, Suffolk, and Mrs.
Helen Duff us, Richmond, ladies; Roy Richard-son,
Suffolk, and Bill Hoyle, Washington,
publicity; Jeff Hofheimer, Norfolk,
president's reception; Seymour Hoffman.
Richmond, progi-am advertising; Jim Barham,
Newport New^s, business building forum;
William Jasper and Jesse Odom, Newport
News, registration; Julian Gordon, Newport
News, Wednesday evening party; Paul Roth.
Washington, prizes; Sidney Bowden, Norfolk,
Jack Rumsey, Covington, and Willis Grist,
Lynchburg, golf tournament, and Carlton
Duffus, Richmond, co-ordinator.
Fortune Magazine Tells
Success Story of UA
NEW YORK—An article in the May issue
of Fortune Magazine titled "The Derring-
Doers of Movie Business" relates how Robert
S. Benjamin, board chairman, and Arthur B.
Ki'im. president, have made a success of
United Artists within the space of a few
years.
Various independent producers are quoted.
Otto Preminger credits the company executives
with recognizing that the independent
has "his own personality," leaving production
details to the producer after agreement
on the basic property and consultation on
the cast.
Stanley Ki-amer is quoted as saying that
"at UA they believe in letting the creative
person create the film," and "as long as the
climate there stays as it is. I don't want to
be any other place."
NY Benefit for 'Paris'
NEW YORK—Bob Hope's "Paris Holiday"
will open May 9 at the Astor Theatre for the
benefit of the Hospitalized Veterans Serv'ice
of the musicians emergency fund, it is announced
by Mrs. Lytle Hull, HVS president.
and William J. Heineman, United Artists
vice-president. A supper dance will follow
at the Waldorf-Astoria Hotel. Hope will attend
both the premiere and the dance. Mrs.
T. Markoe Robertson and Mrs. Angler Biddle
Duke are co-chairmen of the benefit.
BOXOFFICE Mav 5. 1958 E-1

—
,
—
Rain Boosts First Runs on B'way;
'Morningstar Opens Strong at 175
NEW YORK—Rainy weather, starting Sunday
(27>. aided the Broadway first runs by
keeping filmgoei-s tn town and, as a result,
business was better than the previous week
"Marjorie Morningstar" had a smash opening
week at the Radio City Music Hall, with
long waiting lines on the weekend. "Stage
Struck" also had a big opening week at the
tiny Norinandle.
Several of the holdovers continued to fine
grosses, headed by "The Young Lions," In its
fourth stanza at the Paramount, and "The
Long. Hot Summer," also in itv'; fourth week,
at the Mayfair. "Run Silent. Run Deep." in
its fifth week at the Victoria, and "Witness
for the Prosecution," in its 12th week
at the Astor, also held up w-ell.
The two-a-day pictures jumped back to
practically capacity with "The Bridge on the
River Kwal," strongest of them, in its 19th
week at the Palace, followed by "Around the
World in 80 Days," in its 80th week at the
Rivoli. "Windjammer" was very good in its
third week at the Roxy. where advance sales
are reported building, and "South Pacific"
had a strong sixth week at the Criterion.
"Search for Paradise" picked up with a lastminute
rush for its 32nd and final week at
the Warner Theatre, where the original
"This Is Cinerama" returned for a brief
run. starting Sunday (4).
;Averoge Is 100)
Asfor—Witness for the Prosecution (UA), 12th wk 110
Boronet—To Poris With Love (Cont'l); The
Lodykillers (Contn, ressues, 6th wk 100
Capitol—Tcochcr's Pet ;Pora), 6th wk 115
Criterion— South Pocitie (Magna), 6th wk. oif
two-a-dav
1 70
Fine Arts—The Long, Hot Summer (20th-Fox),
4th wk ' ,
... 1 40
5th Avenue— Gervoisc (Cont'l), 15th wk ! 1 20
55th Street— Mitsou (Zenith), 2nd wk 135
Guild—Morcelino (UMPO), reissue, 4th wk. ... 120
Little Cornegie—Mom'zelle Pigolle (Films-
Around-World), 2nd wk ]40
Loews Stote—St. Louis Blues (Poro), 3rd wk.!!![l20
Moyfoir—The Long, Hot Summer (20th-Fox),
4th wk.
1 35
NormarxJie—Stage Strucli ( B V) '.!.!!! 1 50
Odeon The One Thot Got Away (Ronk) ..!!!! 125
Beat the Rain—
with the one-piece, snap-on
MOV-E-VUE Rain Visor
rw
i^sBB^
Eliminates windsltieid wiping
Clips on and off in 20 seconds
Fits all cars— Rolls up for storage
96% of all Connecticut Drive-In
Theatres Sell 'em with Great Success.
Wfife:
We Supply FREE Trailer
PIONEER SALES CO.
P.O. Box 899 Woterbury, Conn.
Palace The Bridge on the River Kwoi (Col),
19th wk. of two a dav 195
Paramount—The Young Lions (20(h-Fox), 4th wk. 145
Pans—And God Created Woman (KIngsley),
27lh wk 140
Plozo—Witness tor the Prosecution lUA), :2thwk. 135
Radio City Music Hall- Morjoric Morningstor
( WB), plus stage show 1 75
Rivoh—Around the WoHd In 80 Days (UA),
80th wk. of two-o-day 1 90
Sutton— Night Ambush (Ronk) 125
Trons-Lux 52nd St -Rouge et Noir (OCA), 3rd
wk 150
72nd St.—Portrait of on Unknown Women (U-l) 110
Victoria—Run Si'cnt, Run Deep (UA), 5th wk. 120
Worner—Scorch tor Porodise (SW), 32nd wk.
of two-o-day 135
World— -The Bride Is Much Too Beouliful
(Ellis-Lox), Mth wk 100
Run Silenf Second Week
Leads Buffalo With 120
BUFFALO—Business was just fair, with
holdovers and not too strong attractions in
several houses. The second week of "Run
Silent, Run Deep" turned in a 120 at tlie
Buffalo and "Tlie Bridge on the River Kwai"
115 in its seventli week.
Buffolo—Run Silent, Run Deep (UA), 2nd wk. 120
Center—Stakeout on Dope Street (WB)
.100
Century—The Bridge on the River Kwoi (Col)
7th wk ,115_
Cinemo— Nights of Cobirio (Lopert) 85
Lafayette— Macabre (AA); Hell's Five Hours (AA) 90
Paramount—Chase a Crooked Shodow (WB) Bitter
Victory (Col) 110
Sunday Downpour Hurts
Baltimore Averages
BALTIMORE — Two newcomers. "Paris
Holiday" and "Marjorie Morningstar." attracted
the busiest boxoffices. Business wasn't
helped by Sunday's all-day heavy downpour
of rain, and those weekend admissions are
a
mainstay.
Century—The Young Lions (20th-Fox), 3rd wk. . . 95
Cinema— Rozzio (Kassler), 3rd wk 95
Film Centre—The Brothers Karamazov (MGM),
2nd wk .110
Five West— Adam and Eve (Equity) 95
Hippodrome—The Bridge on the River Kwai
(Col), 6th wk ]
00
Little—The Bolshoi Bollet (Rank). ...... .......] 40
Mayfair— Poris Holiday (UA) 1 50
New—South Pocific (Mogno), 4th wk !..160
Playhouse—Cost a Dork Shadow (DCA) 125
Stanley—Marjorie Morningstar ( WB) 150
Town— Search for Paradise (Cinerama) 1 50
Ellis Theatres Lease
Delaware Drive-In
NEW YORK— A. M. Ellis Theatres Co. of
Philadelphia, which controls a circuit of
houses in Pennsylvania and Delaware, has
taken a long-term lease on the Kerry Drive-
In Theatre, Wilmington, from the lessor and
builder, the Kerry Drive-In Co., headed by
Robert Carpenter of Wilmington.
Berk and Krumgold, theatre realty specialists,
who closed the deal, also leased to Ellis
Theatres the former Brandywine Drive-In
Theatre, now called the Ellis Drive-In, located
near Wilmington.
Producers tor Life, Times, American Con, PepsU
Colo Shorts. Edited Features, "CODE of the Underworld,"
"Operotlon Monhunt," BHIy Grahcm's
Crusade "Times Square Story."
Spot News Coyeroge by our cameraman.
Will Produce any Subject 16mm, 35mm.
Technicians formerly with March of Time.
David J. Cazalet, Inc.
333 W. 52nd St., N. Y., N. Y., Tele. Ploio 7-7847
U-I FILM COMMENDEI)—Henry H.
"Hi" Martin, Universal Pictures general
sales manager, is shown holding a special
commendation preiyented by Mrs. Dean
Gray Edwards, president of the Federation
of Motion Picture Councils. John
Gavin, at the right, received the commendation
for his "outstanding performance"
as star of U-I's "A Time to Love
and a Time to Die."
NEWARK
The 30th week of "The Ten Commandments"
began at the Adams Theatre here. A
special morning show every Saturday; a family
plan, with 25-cent reduction on family
groups: discounts and seating arranged for
groups of 25 persons or more; student discount
tickets good for all performances made
available at local schools and colleges all are
part of the promotion at the Adams . . . Two
special screenings of "The Mark of the Hawk"
were held at the Central Theatre here. In
addition to members of the clergy of Essex
County, U-I and Stanley Warner representatives,
the press and the picture's associate
producer W. Burton Martin of Harrington
Park attended. A luncheon followed.
Theft of $2,000 from a safe in the Adams
was reported to police by Manager Nicholas
Pasquale. Pasquale said that when he opened
the office he found cabmets and the safe
open, without any signs of forced entry.
Similar circumstances surrounded another
theft in the theatre chain when Thomas
Adams, manager of the Paramount Theatre,
Newark, reported that $5,000 was taken from
a safe in the office of the Paramount. The
assistant manager for the past month at the
Paramount. Philip Harris, a former convict,
left a note admitting the theft. Martin
Friedman, assistant manager of the Adams,
also has been charged.
With the arrival of spring, playgrounds,
free rides and other services tor children are
in full swing at the Newark Drive-In and
the Amboys Drive-In in Sayreville ... A tlieatre
party is being sponsored at the Maplewood
Tlieatre, with proceeds to go to the
kitchen auxiliary for a new building of Congregation
Oheb Shalom, Newark.

I
Dr
When you're providing "good times" for your customers,
include the good taste of Dr Pepper! It's
just plain good business
to heighten their enjoyment by making available the pure, distinctive
flavor that has helped make friends for theater operators for more than
70 years. Dr Pepper is repeat trade .
. .
a product in demand every month in the
year ... by brand name . . . because there
just isn't a substitute for Dr Pepper. If you
haven't added the plus value of Dr Pepper
in your theater or snack bar, try it ... if you
i
^rPeppei
already have Dr Pepper, feature it!
DrPepffer
frosty raan,frostj^/
Pepper Company 1958
BOXOFFICE May 5, 1958 E-3

. . Merl
ALBANY
HI Marrhctti, Whose record of service as
lu'iid booker Is the longest on Fllmrow,
Joined Columbia after Tony Lonibardo resigned
to enter the real estate business.
Maichetti was Universal head booker many
years. Lombardo. who received his training
as booker under Marchetti, was vice-president
and business agent for Local F-43 before
advancing to Ckilumbla as chief datesetter.
Columbia no longer rosters a student
booker. Incidentally, Mrs. Marchetti, former
U-I cashier, is now working in the office
of a trucking company at Latham.
Howard Goldstein, once an assistant
manager
of a Troy theatre, later an RKO booker,
head booker and salesman and for the past
two years a 20th-Pox salesman, has resigned.
He is Joining his father-in-law in
the operation of Roth's dress shop at Schenectady.
Goldstein will continue hLs industry
a.ssocialion. however, by serving as buyerbooker
for several indoor and outdoor theatres
and for a summer hotel.
Constance Toomer of Albany and John W.
Gai-dner Jr.. were married in Christ the King
Catholic Church at Westniere Saturday i3i.
He is the son of Mr. and Mrs. John W. Gardner
of Schenectady, and is associated with
BONUS
PROFITS
WITH
Mill*
FLAVOR-FULL
"DRI-SYRUP'
^~\
"Pour" bigger profits this year! The
richer, fuller flavor of Cramores "Dri-
Syrup" increases repeat sales! Save
more— make more with this tested, slillwater
beverage base. Quality-produced
by the makers of famous Cramores
Crystals.
• SAVE TIME— Instantly soluble in
cold water—ready to serve!
•SAVE MONEY-Less spoilage!
• SAVE SPACE— Less storage space!
No messy disposal problems!
2'/2
'/}
POUND BAG OF "DRI-SYRUP"
makes
GALLON BEVERAGE SYRUP
or
3 GALLONS OF FINISHED BEVERAGE
LEMON • PINK LEMON "ORANGE -ORANGE PINEAPPLE • GRAPE
LIME • FRUIT PUNCH • CHERRY • BLACK RASPBERRY • STRAWBERRY
PROFIT. OPPORTUNITY! Some choice territories still open for distributors.
Write for full information !
CRAMORE fruit
Point Pleasant Beach, N. J.
products. Inc.
his father in drive-in exhibition . . . Bob
Hillabrandt is a projectionLst this sea-son at
Lamont's Riverview Drive-In. Harry Witzke
work.s in the booth at the Vail Mills Drivein.
Bob Hassett. who served at the Riverview,
now is a cameraman at local WTEN-
TV. He lives in Mechanicville . . . The report
in this column of picketing at the Jericho
Drive-In, Glenmont. w-as erroneous. The
original item was ba.sed on information from
a generally reliable source but it was incorrect.
Apparently, the source misunderstood
the situation. The mistake is regretted.
When IVIana«:er Gerry Schwartz told a
young gunman he did not have the evening
receipts of the Sunset Drive-In in hLs office,
the intruder fired a rifle at him. TTie gun
jammed, making only a sizzling noise, and
the lad ran from the office and disappeared
through brush back of the Kingston airer.
Was Gerry frightened? "Not until the next
day," the former World War II Seabee told
associates in the Lamont organization.
Presentation of a pen and pencil set to
George H. Schenck, who resigned as manager
for Tri-State Automatic Candy Corp. to become
general manager for Perlmutter Foods,
highlighted a party in Keeler's restaurant.
Lewis A. Sumberg made a brief, graceful and
witty speech in handing the gift to the longtime
motion picture industry man. Industry
people present included former Variety Chief
barker Elias Schlenger, Mr. and Mrs. John
W. Gardner, Mr. and Mrs. Robert Lamont,
Mr. and Mrs. Peter Gazeley, Mr. and Mrs.
Peter Laverty, Alfred G. Swett, Mr. and Mrs.
Sumberg, Mr. and Mrs. Jules Perlmutter,
Mrs. Schenck and Mrs. Kelly, Schenck's secretary
at Ti'i-State.
Sid Dwore closed the Cameo at Schenectady
for the summer. He said that before
reopening in August with an art policy again,
the theatre would be redecorated, modern
superspeed lenses Installed and high intensity
projectors added . Rose is now manager
of Lamont's Riverview Drive-In at Rotterdam
Junction. Onetime chief of the Overlook
in Poughkeepsie and later of the Sunset
in Hudson, Rose succeeded Howard Cammer,
who resigned to accept a position with the
Civil Aeronautics Administration at the Albany
Airport.
A four-week promotion by the Knickerbocker
News, in cooperation with the Variety
Club and on behalf of Camp Thacher, ended
with the awarding of a two-month-old fox
terrier to Andrew Swartz, a first-grade pupil
at School 16, who submitted the winning
name, Campie. The dog, of the same breed
as the 20-foot replica atop RTA Distributors'
new headquarters on Broadway near Filmrow,
was donated by Harold Gabrilove, president
of that company and an ex-chief barker
of Tent 9. Children submitting names were
required to give $1 to the Camp Thacher
fund. The Gannett paper reported "Hundreds
of entries were submitted." The judges,
who.se pictures appeared in a three-column
layout, were Chief Barker Samuel E. Rosenblatt:
Ben Becker, vice-principal of Philip
Schuyler High School and a Variety member,
and Robert E. Ten Eyck, vice-president
of Albany Boys Club, which operates the
mountain camp. Charles L. Mooney, promotion
manager of the Knickerbocker News and
one of the Variety crew, arranged the contest.
Ziva Rodann, signed for a role in Paramount's
"Showdown at Gun Hill," served in
the Israeli Army for 18 months.
E-4 BOXOFFICE :
; May
5, 1958

Many Top Executives
Direct UJA Campaign
NEW YORK— Scores of
motion picture and
amusement industry executives are directing
the 1958 campaign of the United Jewish Appeal
to be highlighted by a testimonial luncheon
to Barney Balaban, Paramount president.
May 22 at the Park Lane Hotel, with
Robert S. Benjamin. United Artists board
chairman, as guest speaker.
Irving H. Greenfield. Loew's, Inc., secretary.
who is drive chairman, has announced the
following committees:
Steering committee: Bolabon, Benjomrn, William
Brandt, Simon H. Fabian, Leopold Friedman, Leon
Goldberg, A. Montague, Herman Robbins, Somuel
Rosen, Adolph Schimel, A. Schneider, Spyros P.
Skouras and Joseph R. VogeL
Executive committee: Richard Altschuler, Maurice
A. Bergman, Arnold Bernstein, Charles Boasberg,
Horry Brandt, Charles Einfeld, Edward Fabian, Emanuel
Frisch, Williom J. German, Horry Goldberg,
Leonard H, Goldenson, Money Goldstein, Bernard
Goodman, Edword L. Hymon, Arthur Israel jr , Leo
Jaffe, Soul Jeffee, Julius Joelson, Harry M. Kalmine,
Molcolm Kingsberg, Arthur B. Krim, Nat Lefkowitz,
Philip Lewis, Benjamin Lorber and Horry Mandel.
Also, Arthur L. Mayer, Joseph H. Moskowitz,
Chorles B. Moss, Louis Phillips, Arnold Picker, Eugene
Picker, Milton R. Rackmil, Horold Rinzler, Samuel
Rinzler, Arthur Rosen, J. Robert Rubin, Leonard W,
Schneider, Fred J. Schwortz, Leslie Schwartz, Sol A.
Schwartz, Silas F. Seadler, Maurice Silverstone, Nate
B. Spingold, Solomon M. Strousberg, Morton Sunshine,
Adam Wachtel, Albert Warner, Robert M.
Wettman, Mortimer Wormser and Mox E. Youngstein.
Independent exhibitors: Strousberg, William Brandt,
Leo Brecher, Frisch, Robert Goldblatt, Joelson, Horold
J, Klein, Wolter Reade jr., Horold Rinzler, Somuel
Rinzler, Julius Sanders, Herman Schleier, Leslie
Schwartz, George P, Skouras, Spyros S. Skouras and
Sunshine.
Corporote gifts: Spyros P. Skouros, chairman;
Morey Goldstein for Allied Artists, Hymon, American
Broodcasting-Paromount Theatres; Benjamin Gladstone,
Century Theatres; Wormser, Columbia; Seadler,
Loew's; Archie Welt man, Loew's Theatres; Burton
Robbins, Nationol Screen Service; Israel, Poromount;
Mondel, RKO Theatres; Wachtel, Sargoy &
Stein; Louis Weber, Skouras Theatres; Arthur Rosen,
Stanley Warner; Edward R. Solomon, 20th Century-
Fox; Joseph Ende, United Artists; Benjamin Lorber,
Universal-International, and Bernard Goodman, Warner
Bros.
Legitimate theatre: Solly Perkick and Milton Weintroub,
co-choirmen. Amor>g the members ore Oscor
Hammerstein II, Tom Hurtha and Richord Rodgers.
Ticket agencies: James J. Murphy, chairman.
Purchasing agents: Ethel Black, Jules Catsiff, Leo
Cohen, Herman R. Moier, Horry Nodel, Leorrard Pollack,
Robert Schwortz, Herbert L. Smith and Dan
Smoien.
Foreign producer-distributor: Jacques Grinieff ond
Harold J. Klein, co-chairmen.
Records: Arnold Moxin or>d Leonard W. Schneider,
co-chairmen.
Talent: Ted Ashley, Nat Lefkowitz and Moe Gale,
co-choirmen.
Laboratories: German and Jeffee.
Other committee choirmen: Julius Collins, music
publishers; Louis Allerhond, exchanges; Seodler, publicity
and Sunshine, publications.
Astor, Victoria Theatres
Offer Free Parking Space
NEW YORK—Free parking space has been
arranged for patrons of the Astor and Victoria
theatres by Max Pellerman, vice-president
of Lopert Films and operators of both
show cases. The Astor is playing "Witness
for the Prosecution" and the Victoria is playing
"Run Silent. Run Deep," both United
Artists releases.
"Paris Holiday" will open Friday (9) at
the Astor and "The Vikings" will open June
11 at both theatres.
The parking space is at the Hippodrome
Garage. 44th street and Sixth avenue. The
theatre cashiers will validate the parking
stubs. The plan has proved highly successful
for the Paramount Theatre.
BROADWAY
THE stork paid a couple of vi.sits la.st, week.
Ted Spii'gel of Columbia International's
publicity department welcomed home his .second
daughter. And Melvin Danheiser, assistant
foreign sales manager of RKO Pictures,
became the father of a third child,
also a daughter. " • * Paramount President
Bainey Balaban came in from Hollywood.
• • *
Vincent Jefferds, character merchandising
manager of Walt Disney Productions, attended
Buena Vista's exhibitor showmanship
luncheon on "The Light in the Forest" in
Philadelphia. • • ' Gordon Craddock of Rank
Film Distributors spent the week in St. Louis,
Cincinnati, Dayton and Columbus. * * "
Paramount Theatre's free parking arrangement
is proving popular, according to managing
director Robert Shapiro. The theatre
pays the fee for patrons after 6 p.m. Monday
through Saturday and all day Sunday. The
service started April 3.
Alfred W. Schwalberg, director of NTA
Pictures, has been appointed chairman of the
motion picture division of the United Cerebral
Palsy Ass'n drive. The division will launch
its drive Friday (9) with Schwalberg an officer
for the ninth consecutive year. * * *
Andrew and Viriginia Stone, husband-andwife
producing team of MGM's "Cry Terror,"
were in for promotional activities on the picture.
* * * Philip Dunne, who directed and
wrote the screenplay of "Ten North Frederick,"
came in for parleys at 20th-Fox. The
premiere will be for the benefit of the National
Council of Christians and Jews at the
Paramount Theatre May 22. * * * Phil Gerard,
Universal eastern publicity manager, was
in Boston to put on a special screening of
"A Time to Love and a Time to Die." » »
Dave Lipton of U-I returned to the coast.
•' * * Vincente Minnelli, who directed Arthur
Freed's "Gigi" for MGM, will accompany
Freed here for the world premiere at
the Royale on May 15. * * * Joshua Logan
took a print of "South Pacific" to Moscow
for a special screening.
Bernie Serlin of Warners was in Indianapolis
to handle the appearances there of
Douglas Fairbanks jr. and Anne Baxter, producer
and star, respectively, of "Chase a
Crooked Shadow," who are on a ten-city
tour. * • Kenneth Hargreaves, president of
Rank Films Distributors of America, was in
St. Louis, Chicago and Milwaukee during the
week. » • » Herman Kass. eastern exploitation
manager of Universal, was in Cleveland
and Pittsburgh plugging "A Time to Love and
a Time to Die."
9
Judy, 17-year-old daughter of Mort Nathanson,
publicity manager of United Artists, has
won a New 'Vork State Regents scholarship
to Cornell University, following her graduation
from New York City's High School of
Music and Art. * * * Samuel Goldwyn jr.,
producer of "The Proud Rebel," will receive
the Man and Boy award of the Boys Clubs
of America at its 52nd annual convention in
Atlantic City i6).
The spring season and the start of European
film festivals had industry figures heading
abroad. Among them were N. Peter
Rathvon, independent producer, who sailed on
the Liberie May 1 with Anita Loos, playwright;
Jule Styne, comp

, . Buffalo
"
. .
. . George
. .
. .
BUFFALO
Doys Towns of Italy ha,-; been named beneficiary
of the Century Theatre's May 21
opening of "South Pacific." The organization
which has sheltered, clothed, fed and
ministered to 200,000 homeless children, including
girls, since its establishment in 1944.
should receive S7.500 from the capacity opening,
hoped and planned for by William Zlelor.
managing director. The Irish founder of
Boys Towns. M.sgr. John Patrick Carroll-Abbing.
and Mrs, George P. Skouras. his chief
sponsor in the U. S. for 12 years, plan to
lead a party of stars to the opening, according
to Zielor. The latter held a premiere
organization luncheon Monday in the Statler
Hilton under the chairman.ship of Paschel
C. Rubino. The guest of honor was the Reverand
Carroll-Abbing. whose Boys Towns,
schools, clinics and homes total 11. James L.
Kane is co-chairman for the premiere. Mayor
Frank A. Sedita is honorary chaimian.
Meanwhile, the Century's seven-week wonder.
"Tlie Bridge on the River Kwai." draws
near a main stem record as a continuousrun
film, according to Zielor, who estimated
that after taxes, the film will grcss $125,000.
George H. Mackenna. managing director of
Basil's Lafayette, is chairman of the Buffalo
USO committee, which the other evening
staged its Volunteers' awards ball in Hotel
Buffalo, which is given in appreciation for
volunteers who have assisted in USO work
and which will be made an annual affair.
One local sheet u.sed a photo of Mr. and Mrs,
Mackenna cutting a large cake on the top
of which was lettered in tasty frosting,
"Thank You. USO Volunteers." Mayor Sedita
expressed greetings for the city.
"This Is Cinerama," is closing at the Schine
Eckel in Syracuse and "Cinerama Holiday."
the second subject, opens Thursday i8). The
University City continues to use ads in the
papers in Rochester, where tickets also are
on sale at the Monroe and Riviera theatres.
the hotels Sheraton and Manger and the Edwards
department store . , , Dynacolor Corp,
of Brockport has named Warren G, Grabb
vice-president and manager of all its Kodachrome
processing stations. He has been
with the company since 1956 and previously
was plant manager in Brockport, William J.
Bingham jr, becomes director of industrial
relations and Bruce V, Thibault succeeds
Grabb as plant manager.
The Teck, Buffalo's recent home of Cinerama,
reopened May 1 under Loew-Shea supervision,
with the 20th-Fox production "The
Long. Hot Summer." on which a big advance
newspaper, radio and TV campaign was used.
Charles A. McLeary is managing the house
under its new policy. He formerly was assistant
at Shea's Buffalo , . . "Auntie Mame,
the Broadway stage comedy hit, played a
single day engagement the other evening in
Loew's State in Syracuse with Sylvia Sidney
in the title role , exchange managers
threw a bon voyage luncheon in honor
of Myron Gross the othii- day before he and
his party left for the Variely Club International
confab in London, Attending the
Statler-Hilton affair were Jack Mundstuk.
MGM; Nut Marcus. WB: Charles Kosco. Fox:
Jack Chlnell. BV: Ike Erlichman, U-I. and
Lou Lieser, AA.
Richard T. Kemper, former manager of the
Erlanger. the only local legit hou.se. and more
recently zone manager for Dipson Theatres,
now retired and residing in Pompano Beach,
Fla.. has become a.ssociated with Robert O,
Pulgham in the B&L Construction Co,, in
that .southern city. The organization is engaged
in the building of homes and multiple
dwellings. Kemper will be remembered as
the guy who always appeared at the Buffalo
Tent Saints and Sinners powwows in his
white Buffalo Bill costume.
Col. William M. Shirley, UA exploitation
representative, breezed in the other day to
work with Eddie Meade of Shea's Buffalo on
••Run Silent, Run Deep," wearing the season's
first and quite advance model of an oldfashioned
sailor straw or boater hat. Bill declared
he has worn a skimmer ever since he
can remember and finds them light and cool.
As for breaking the custom of not wearing a
straw before May 15, Bill said. "Oh, I don't
let that bother me. In fact, I don't let anything
bother me," That attitude probably
accounts for Bill looking 60 when he is very
much over that age,
Irving Saperston, senior partner of the local
Saperston Real Estate Co,, and his wife were
enjoying '•Marjorie Morningstar" the other
evening in the Paramount, At one point in
the film, the background was a new building
being erected at 693-95 Fifth Ave,, New York
City. The star, Natalie Wood, was driving by.
The building is being erected by the Buffalo
firm with New York interests and standing
out in the picture was the sign: "Rental
Through Saperston!" . . . On Saturday evening
(17) drawings for both the March and
April awards in the donor's fund for 1958
will be made in Delaware avenue headquarters
of Variety Tent 7,
Mrs. Emile Giffoniello, the former Mary
Shea, daughter of the late Michael Shea, has
been elected president of the Buffalo Federation
of Women's Clubs and among her many
committee appwintments was Mrs. Elmer R.
Lux, to head the Redevelopment group .
Beaumont Newhall, curator of pictures at
the George Eastman House in Rochester, is
back from Salzburg, where he taught motion
picture history at the Salzburg Seminar
on American Studies to 50 students representing
15 countries.
Auctions Theatre Building
BENTON. PA,—Tlie Ritz Theatre building,
sold recently at public auction, was purchased
by Mr. and Mrs. Carl Taylor thi^ough
their attorney. Dale Den- of Bloomsburg.
Their high bid was $2,100.00.
Closes Theatre to Await
Business Developments
SUNBUHY, PA. The Stanley Tlieatre,
Sclin.sgrovc, has been clDserl for lack of patronage.
Whether the closing is temporary
or permanent will hinge on general business
conditions.
John Kemberling, manager of the theatre,
said that officials of the Comerford Theatre
Co., operator of the Stanley, told him that
it would remain closed unle.ss business conditions
show improvement in the near future.
All of the equipment at the theatre will remain
intact until the circuit reaches a decision.
The closing of the theatre ended 49
consecutive years of motion picture showings
in Selinsgrove,
Schlanger Is Vacationing
With Daughter in Florida
who re-
PHILADELPHIA—Ted Schlanger.
cently resigned as local zone manager of
Stanley WaiTier Theatres, is in Tampa visiting
his daughter, Mi-s. Samuel Sugarman,
On his return in about three weeks, he will
spend a few months at his summer home in
Bucks County doing .some writing. In his
absence he can be reached through the local
Stanley Warner office.
BALTIMORE
(^ Morton Goldstein was reappointed to a
three-year term as chainnan of the state
board of motion picture censors by Gov.
Theodore McKeldin. effective May 5. Goldstein
assumed the censorship post May 2,
1955, replacing the controversial Sydney R.
Traub, The present chairman is a graduate
of the University of Maryland School of Law
and a practicing attorney. He also is a former
people's court judge.
Jack Whittle, long identified with Baltimore
amusement enterprises, has sold his
Avenue, neighborhood, subsequent-run house,
to Rome Theatres, headed by Leon Back. The
deal becomes effective May 6 at which time
the house will close to reopen May 14, catering
to colored patronage.
.
Walter Gettinger, film buyer and part
owner of the Howard, was in St. Louis where
he addressed one of the Sindllnger & Co.
meetings . . , Alice Garman, daughter of the
late Lauritz Garman, Baltimore exhibitor
and onetime president of the Allied Motion
Picture Theatre Owners of Maryland, was
married last week to Henry Peldman
Mrs. Thomas Goldberg, owner of the Walbrook.
returned from a southern resort vacation
Bob Rappaport of the Rappaport
. . , Theatres, was in Washington on business .
William G. Myers, owner of the Ritz, has
opened his drive-in at Pocomoke City for
the summer . Leopold, publicist
for the Schwaber Theatres, was home ill.
JmrtAOdC
.,A
BOONTON, N. J.
Large Core
Greater Crater Area
meam
MAXIMUM LIGHT
m New York—ALBANY THEATRE SUPPLY, Albany—5-5055
NATIONAL THEATRE SUPPLY, Albany—5-1479
EASTERN THEATRE SUPPLY, Buffalo—Mohawk 0001
SUN CARBON Co., New York—Circle 6-4995
Evenly Disfributed j
E-6 BOXOFFICE :: May 5, 1958

. . . Morty
. . WB
. . The
. . . Walter
. . Before
. . Hank
. . Bernie
. . The
. . Eddie
. . MGM's
. .
The
PITTSBURGH
TXTally Anderson of Mount Jewett. indoor
circuit exliibitor, lias purcliased the
Fairview Drive-In at St. Marys, Pa., from
Joe Farrell, Firman Valentine, E. J. Mulcahy
and company, the builders . scheduled
a tradeshowing of "Dangerous Youth" May
14 at 1:30 p.m., in the 20th-Fox exchange
Henderson, manager of Harris'
Liberty. East Liberty, recuperating from a
slight stroke, moved from Shadyside Hospital
to the Veterans Hospital in Oakland for
sui'gery . . . Joe Wayne, Columbia salesman,
was to have his own car back from the repair
shop late this week and he expected to
.spend the weekend sightseeing in Washington.
His car, mot the film company's workweek
autoi, was struck by a street car while
parked.
Bart Dattola, New Kensington theatre
owner, is looking forward to July 27 and the
annual Italian Day at Falcon Park. He
. .
founded the event and directed the affair for
a number of years . The Larkfield Drive-In
on Route 58, Grove City-Harrisville Road,
this week offered improved projection on a
larger widescreen. The former wooden widescreen
was torn down after completion of
a five-story concrete block building directly
behind the former screen. The new structure
has a fine screen surface, and the building
will be utilized commercially. William De-
Marsh and his son Chester, ozone owners, also
operate an auto parts and service business
here. The DeMarshes broke ground near
Butler on Route 8 for a new drive-in after a
delay of months because a gas line running
through the property liad to be relocated.
Loretta Guehl, secretary to N. C. Rosen,
20th-Fox manager, was back on the job following
surgery . . . Mi', and Mrs. John Amoroso
of the Baden Theatre are parents of a
baby daughter, Charlotte Virginia. They also
have a son, Johnny jr., 3 . . . Nick Dipson,
who heads the West Virginia Theatrical
Enterprises at Wheeling, is up and around
following a kidney operation . Charles
E. Warners, former Clarksburg area indooroutdoor
exhibitors, write that they came
through the recent tornado at Port Pierce,
Fla.. in good order but there was a lot of
mopping up to be done.
The SW circuit petitioned the Wilkinsburg
borough council to end its 10 per cent
amusement tax a month or so ago. Ben F.
Moore, city district manager for the circuit,
attended a Chamber of Commerce session in
the Penn Lincoln Hotel and explained problems
encountered by the theatre and he
pointed out the advantages of having a theatre
in Wilkinsburg. where only the Rowland
Theatre remains after three others closed in
recent years.
A. Fred Serrao, New Kensington exhibitor
who has been in show business most of his
life, was in another type of show business
recently, holding down a sales post with the
Glenn Buick Co., New Kensington . . . Three
city area theatres, the Shadyside, Walnut
street; Crafton, Crafton, and the Studio,
Bellevue, remaining under present ownership,
have merged to exhibit art pictures, mostly
of foreign origm, under the brand of Quality
Theatre Group. The Studio has been a
foreign domestic house for first and second
run of unusual pictures in recent years. The
quality policy opens May 8 with the German-language
film "Confe.ssions of Felix
Krull." Popcorn machines and candy stands
will be reiJlaced with demitas.se counters. The
three theatres are being redecorated. The
city area's other two art houses are the
Squirrel Hill and Guild, both in the Squin-el
William R. Stich, former
Hill district . . .
film ad salesman well known in this area, and
no longer with MPA, is operating a pottery,
novelties and souvenli-s business at Long
Lake. N. Y.
The Miami Theatre in Springdale is to reopen
in a week or two on a daily operation
policy. This house has been dark for about
two years .
discontinuing its amusement
tax last year, the city of McKee.sport
had collected only $909.12 from the levy in
1957 ... An exhibitor came up with a
"switch" story, and true, mind you. Rocco
Serrao, Ford City, picking up a show at a
local film exchange during the recent 50-day
strike of ESCO truck drivers, was handed a
paper which notified him that he could not
take possession of the licensed print until he
had an okay from tlie branch cashier. He
thought he faced a COD for some reason
or another, but was told instead that he had
had a $2 credit standing for many months
and that he had to take it immediately to
balance the company books. No show for
him until he took his credit!
. . .
N. C. Rosen, 20th -Fox manager, is trade
showing "Ten North Frederick" Monday afternoon
i5) W. L. Dunn, Cochi-anton
theatre ow-ner and contractor, was low bidder
for a road improvement project in Mercer
and Crawford counties involving a price tag
of $167,415.
PHILADELPHIA
pddie Rosenbaum, Columbia press agent,
celebrated his 74th birthday . . . William
Goldman of Goldman Theatres is negotiating
for the downtown Locust Street Theatre
to run legitimate stage shows next season.
The Locust, first built as a de luxe film
house, was one of the Shubert-owned and
operated theatres sold by the New York theatre
chain under the government's divorce
decree ... An antiti-ust suit against the film
companies has been filed in U. S. district
court by the YMCA Auditorium, Coatsville,
Pa.
. . . Trl-States buying
.
Willow Grove Park's plan to construct a
drive-in theatre has been turned down by
Abington township Howard, publicist,
has resigned
.
from Sam Shapiro's Eric
and
Theatre Corp.
booking agency Is now handling the work for
Barney Sackett's Grand Tlieatre, Bristol,
Pa. . . Screenplay WTiter Paddy Chayefsky
was here on his tour to plug his latest effort,
"The Goddess."
Jack Greenberg, local theatre owner, and
bride Mary Morgan flew to London with the
lai-ge delegation from the local Variety Tent
13, for the Variety International convention
Leach, manager of the SW State,
resigned . . . Charlie Zagarans, former manager
at RKO resigned from the Stanley Warner
booking department . Brooks is
now a film buyer for SW . SW Sedgwick
has picked up the key run of pictures
formerly used by the now-closed Orpheum.
WASHINGTON
[/••nnelh llargreaves. pre.sident of Rank Film
Oi.siribulors of America, conferred with
Bob FoUiard, regional manager Newbold-Keesling
circuit shuttered the Palace,
.
Pocahontas, Vu., May 1 . . . The son of Lance
. . .
Puller, Sundown Drive-In, Gale City, Va.,
is recovering following a chest operation
Eddie Redstone, Redstone circuit of Boston,
visited with the Lee Hiway manager. Herv
Keator . . . The Metropolitan Opera Company
was featured at the Capitol Theatre
April 28. 29.
The local Variety tent will play host to 40
crippled children being sent by the Pittsburgh
tent for a tour of the nation's capital . . .
Columbia exploiteer Sid Zins was hospitalized
Jim Moore, manager of the Island,
. . . Chincoteague, Va., came in to confer with
Harley Davidson ... To help build Variety's
research center at Children's Hospital a program
for the sale of Christmas cards to the
membership and their friends is under way
Warner's Oscar Kantor is vacationing
in the Caribbean .
Fontaine, a delegate
to the Variety convention in London,
is postcarding his friends along the Row.
Ralph Taylor, brother of Malcolm Taylor,
Gate City, Va., is recuperating nicely following
a heart attack . Ida Barezofsky
was a guest at a donor dinner in behalf of
the Hebrew Home for the Aged . . .
Rex
Fades, Shelby, Bristol, Va., was a Row visitor
. . Ditto Walter Gettinger, George Brehm
and Irwin Cohen.
Gloria Swanson was on the "due in" list
... In conjunction with the current film exchange
pact with Russia, Sol Hui-ok, Lowell
Thomas, Eric Johnston, Turner B. Shelton
and MPA's Kenneth Clark were guests of
Ambassador Memshikov at the Russian Embassy
. . . The Tri-State Drive-In, Hancock,
Md., opened May 2, with the Independent
Theatre Service handling the booking and
buying.
Mrs. Virginia Rollwage Collier, president of
the Motion Picture and Television Council of
the District of Columbia, attended the recent
Conference in Cleveland of the Federation of
Motion Picture Councils. In the photograph
of the federation's founders, which appeared
in the April 28 i.ssue of BOXOFFICE, Mrs.
Collier was erroneously listed as Mrs. Julian
S. Colyer. She is also an active member of
the National Screen Council, which selects
the BOXOFFICE Blue Ribbon Award each
month.
Correction
PHILADELPHIA— An item published in the
April 21 issue of BOXOFFICE that Neil Hellman
had taken over the Roo.sevelt Drive-In
and the Towne Theatre in Leavittown, Pa.
was eiToneous, according to Melvin J. Fox.
under whose ownership they have been operating.

. . The
^(McU*t ^efront
•THE 22nd annual convention of Variety
Clubs International Is over, and neither
the London Tent nor the delegates who attended,
will view things in quite the same
way again. For the overseas delegates the
activities and organization of the convention
turned out to be greater than the most
imaginative memljers had ever envisaged, giving
each delegate an inspiration to go back
determined to do more for the charities
sponsored by each of the Tents. The British
delegates in turn who attended the conferences,
and in particular the Tent reports.
were given a deeper and more profound
understanding of what Variety means and
what the International Tent is doing on behalf
of the underprivileged children. And
both the Briti.'^h and Americans learned at
the conferences and convention the need for
closer understanding and friendship between
the two nations.
Perhaps the highlight of the convention
was the Heart Award banquet that was attended
by Prince Philip, Duke of Edinburgh.
as guest of honor.
Over 1,000 diners filled the enormous Dorchester
Hotel ballroom, resplendent w-ith its
crystal chandeliers, mirrored walls, beautifully
decorated tables, and a giant scarlet
heart sprinkled with gold dust hanging over
the royal guest's chair. Backgrounding the
murmur and chatter of excited conventioners
was the music of the Grenadier Guards band,
the red, blue, gold and white of their ceremonial
di-ess adding to the panorama of
color and splendor.
Col. James Carreras in welcoming the royal
visitor, said how proud Variety International
was to have him as a life-member. After
giving a sui-vey of Variety activity, Carreras
individually introduced international officers,
personalities of Tent 36, representatves of
the Wall's Organization who sponsored the
function, and three founders of British Variety;
C. J. Latta, Bob 'Wolff, and Sam Eckman
jr.
* * *
Mike Frankovich, last year's chief barker
of Tent 36, next handed out cheques on behalf
of the host club, to five leading British
charities. Prince Philip accepted the check
on behalf of the Playing Fields, in which he
is particularly interested. Other distinguished
recipients were Gen. Sir Frederick Browning
(for the Blind Fundi, Earl Attlee, ex-prime
minister of Britain (for the boys' clubi. Sir
Philip 'Warter (
for the Stitchery School for
crippled girls), and Sir Edward Hulton (for
the press chanties i.
Came the highspot of the evening. The
honor of reading the Heart Award citation
fell to Arthur Watkins, a leading Tent 36
member and president of the British Film
Producers' Ass'n. In eloquent phrases he
named Lord Nuffield as winner of the 1957
Heart Award and traced the career of the
80-year-old Englishman who began his working
life repairing bicycles in Oxford as a boy
of 16 and became a great motor-car tycoon.
George Eby, the new International chief
barker, rounded off the proceedings by paying
tribute to the London tent and its officers.
He declared that Variety worldwide was
all the stronger for the London meeting, and
hoped when he returned home to introduce
—^ By ANTHONY GRUNER
an exchange scholarship .scheme between
English, American, Mexican, Irish and Canadian
student.s. This, he said, would contribute
something, even if only in a small way, to
better understanding betw-een nations.
• « •
OTHER HIGHLIGHTS OF THE
CONVENTION:
ELSTREE VISIT—An entire sound stage
transformed into a sumptuous dining hall,
was the sight that greeted more than 400
Variety Club conventionei's when they were
entertained to luncheon at the Elstree film
studios of Associated British Picture Corp.,
the hosts.
Delegates were greeted by Sir Philip 'Warter,
chairman of the picture company. C. J.
Latta. International European representative,
who presided at the luncheon, spoke of the
facilities of the studio and invited those
present who were interested in film production
to consider making pictures at Elstree.
C. J. also stressed the importance of more
playing time for British films in America, so
encouraging greater international production
at a time of great need.
Delegates were seated with stars, directors
and producers currently operating at the
studio, with many players taking extended
lunch-breaks to entertain the Variety visitors.
Everyone was presented with a scroll giving
him the "Freedom of A.ssociated British."
* * *
The Coca-Cola company, supporters of Variety
conventions in past years, came through
again for the 22nd annual meeting in London.
Sixteen London buses transported guests to
the Victoria Palace Theatre to enjoy one of
the funniest and most colorful revues in the
metropolis, then took them back to the Savoy
Hotel. There, 1,000 folk were entertained by
Harold Shai-p and Charles Okun, heads of
LONDON-BOUND—These members of
the Baltimore Variety Club were
snapped just before they boarded a transatlantic
plane at Friendship Airport.
Their destination was the Variety International
convention in London. Left
to right are Bernard Seaman, a former
chief barker of the Baltimore tent; Mrs.
Wilbur M. Brizendine, Mrs. Seaman, and
Brizendine, the present chief barker.
Coca-Cola, at a lavish champagne buffetsupper,
which didn't break up until 3 a.m.
• • *
Bert Knighton, of Pepsi-Cola, was "mine
host" when Variety convention delegates
were entertained to a dinner-cabaret, at
Grosvenor House, which climaxed the third
day of the international congress. Among the
lineup of topflight artists who entertained
were Dick Shawn, Julie Wil.son, Dickie Henderson,
Eddie Short, Channing Pollock,
Johnny Mack and Sabrina. Hugely applauded
Item was the band of the Coldstream Guards.
In full ceremonial dress of bushy hats, scarlet
tunics and blue trousers. They played
Handel's "Trumpet Voluntary" and "St. Louis
Blues," and counter-marched as only the
British Guards know how.
* « *
Teddy Hinge, president of the Cinematograph
Exhibitors' Ass'n, last week took a long
look at the state of the business since the
Budget, and then proceeded to give his view
of the state of the nation. He said: "The
exhibitors are naturally disappointed tJiat
the Chancellor did not concede total abolition
of the cinema tax, because they felt
that they were fully justified to expect the
entire recognition of what is generally recognized
as a legitimate claim . amount
of the remission may seem fairly substantial
to people who are not in a position to appreciate
fully the economic state of the
industry. As far as exhibitors are concerned,
while they receive the remission in the first
place, the money does not remain with them.
There will be many claims from other sections
of the industi-y which will still have
to be met. At least 35 per cent will go in
additional film hire: more money will go to
the statutory levy through the alteration in
net prices of admission; fees payable to
the Performing Rights Society are also based
on money holding capacity."
* * *
Next film for Michael Powell is a romantic
comedy to be made In Spain entitled "Honeymoon,"
which will be in Technicolor and
Technirama. Senor Luis Escobar, the wellknown
Madrid dramatist and theatrical producer,
is collaborating with Powell on the
screenplay, which is based on an original
story by the film director-producer. Stars
lined up for this Everdene production include
Anthony Steel, Antonio the famous
Spanish dancer, Ludmilla Tcherina and
Leonide Masslne. Special dances have been
arranged by Antonio and Massine and the
music has been recorded and conducted by
Sir Thomas Beecham. Powell also has with
him a number of teclmicians associated with
his most successful film, "Red Shoes."
+ *
After "The Bridge" comes "The Key" and
in the words of Mike Frankovich, British
boss of Columbia, "I did not believe I could
get so excited about a film. The picture has
heart, suspen.se, action and powerful love
sequences." So impressed is he that he took
a page in the tradepress to tell the business
how thrilled he had been after seeing the
rough cut of the picture. Now Mike is not
a man to spend money wildly or go in for
claims that he can't substantiate, so the
trade naturally was impressed. Even more
so was the trade impressed when it was
announced that Princess Margaret had agreed
to attend the world premiere of the Carl
Foreman subject, which will be sponsored
by the Variety Club of Great Britain on
Thursday, May 29, at the Odeon Theatre,
Leicester Square.
E-8 BOXOFFICE May 5, 1958

AND VIEWS THE PRODUCTION
I
Hollywood OfJice—Suite 219 at 6404 Hollywood Blvd., Ivan Spear, Western Manager/
Sign Forrest Tucker
To Star in Four Films
HOLLYWOOD—Forrest Tucker will star in
four pictures lor producer William D. Coates
and will be associated in the production of
both these films and others. The first to roll
will be "Pecos Crossing," slated for a June 2
stai't on Texas location.
Others on the schedule are "Saddle and
Soldiers," "Denver" and "Deadwood Passage."
Four in which Tucker will be associated in
production only are "Honolulu Incident,"
"Violent Refuge," "Kiva Monster" and "Angel
Pack."
• • *
Contracts were signed for Tony Curtis to
star with Marilyn Monroe in Ashton Productions'
"Some Like It Hot" which Billy Wilder
will produce and direct for the Mirisch Co.
Curtis will play the role of a musician in a
dance band of the 1920s.
« « *
Edward Small signed Yvonne DeCarlo to
star opposite Victor Mature in "Timbuktu,"
the story about an American in the French
Foreign Legion in World War II. Jacques
Tourneur will direct for UA release.
Tim Healy Named Director
Of Ad Code in Hollywood
HOLLYWOOD—M. A. J.
"Tim" Healy was
named Hollywood du-ector of the Advertising
Code Administration to succeed Simmon
Levy, who retired Api-il 29 after 25 years in
the post.
Healy has been with the Motion Picture
Ass'n of America for 13 years, serving in
posts both in this counti-y and abroad. For
the last four years he has been a member of
the Production Code staff here.
Mexican Musicians to Aid
HOLLYWOOD — Juan Osario,
secretarygeneral
of Mexico's largest musicians union,
has given assurances that its members will
not score American films. While admitting
that his union has had differences with AFM
President James Petrillo in the past, Osario
pledged complete cooperation to the AFM
during its fight against the major film companies.
Option to Edward Byrnes
HOLLYWOOD — Edward Byrnes, young
Warner Bros, contract player, has had his
option picked up as a result of his performance
in "Marjorie MoTningstar." Byrnes, who
made his Warner debut in "Darby's Rangers,"
played the role of Natalie Wood's boy friend
in "Morningstar."
Election Ballots Mailed
For Writers Election
HOLLYWOOD — The Writers Guild of
America West has sent out ballots for its
annual election May 15 and an agenda for
the membership meeting to be held on that
date at the Screen Directors Guild building.
Included on the agenda are a number of
constitutional amendments which were not
voted on at the last membership meeting due
to lack of a quorum. Amendments include
proposals which would combine the top offices
of the guild and reduce the council
from 27 to 23 members, methods of replacing
employes who withdraw, rights of suspended
members,
etc.
* • •
The national council of the Writers Guild
of America here last weekend asserted that
television sponsors, agencies and networks
have contributed to the recession by failing
to sell their products by playing it too safe
and avoiding controversy in the television
shows they represent.
"Almost all originality or challenging ideas
are screened out and the result is that advertisers
are finding out that programs no
longer sell the product," the council agreed.
Other topics discussed and ruled on included
additional financing as a means of
tightening policing of residual films in TV
and a group life insurance program for the
guild. Rod Serling made a special report
on censorship.
Academy Board to Meet
To Elect New President
HOLLYWOOD—The board of governors of
the Academy of Motion Picture Arts and
Sciences will meet May 20 to elect a new
president, with current president George Seaton
bowing out after his third term in the
post.
* * «
Annual Radio & Television Directors Guild
membership meeting will be held to elect
new officers next week. In addition, the
nominating committee for the two national
board vacancies will present its slate and
call for any additions.
Story Analysts Elect
HOLLYWOOD — Margaret Knott was
elected president of lATSE Story Analysts
Local 854. Others elected include Sam
Thomas, business agent: William Cole, vicepresident;
Carolyn Weedman, recording secretary;
Polly Connell, corresponding secretary;
Smith Dawless, treasurer: Marjorie
Duffy, financial secretary, and Philip Chaj--
lot and Kendall Jones to the board of directors.
NBC's Tape Central
Shown to Newsmen
HOLLYWOOD—New.smen got the first look
last week at NBC's Tape Central in Burbank,
a maze of machinery that operates 11
tape-recording machines of which eight have
been converted to color.
The benefits of tape, black-and-white and
color, were explained by NBC President Robert
Sarnoff, who said the new system, representing
an investment of $1,500,000 to NBC.
eliminates the uncertainty and confusion in
local station program schedules caused by
daylight saving time and offers such other
advantages as a superior picture and the integration
of tape recorded segments into live
programs.
* « *
Son of Shock, a package of 20 horror pictures
from the libraries of Columbia and
U-I, is being syndicated by Screen Gems to
follow the trail of Nightmare, a package w'hich
brought 52 horror films to television.
Jerry Hyams. director of syndication for
Screen Gems, said the new package was slated
for release in the fall, but station demands
for more pictm'es of this type updated the
distribution. Some 135 TV outlets have purchased
the original Shock! series.
Starring in the ten films in the new package
are Boris Karloff, Lon Chaney, Peter Lorre,
John Carradine and Lionel Atwill. Titles include
"The Bride of Fiankenstein," "House
of Dracula," "The Mummy's Curse" and "The
Invisible Man's Revenge."
« * *
NBC annomiced that a deal for Milton
Berle to topline a half-horn- comedy show for
Kraft next season is ready for signing. Berle
will do a straight comedy show with his own
routines and flanked by guest stars.
A New TV Series
HOLLYWOOD—Writer Robert Blees has
formed a partnership with Producer Gilbert
Laurence to prepare a new television film
series titled the Trail of the White Poppy,
based upon the international exploits of
Maj. George White, west coast chief of the
Federal Narcotics Bureau. John Michel, OSS
associate of White, will serve as technical adviser.
Eddie Cantor Invited
HOLLYWOOD—Eddie Cantor will be one
of three guests of honor at the tenth annual
brotherhood testimonial dimier of the National
Conference of Christians and Jews to
be held May 22 at the Beverly Hilton Hotel.
BOXOFFICE May 5, 1958 W-1

AFM Ousler Nearly
Upset by Local 47
HOLLYWOOD— Ail efforl U> override the
ouster of 12 dissident AFM Local 47 members
failed when a motion that would have canceled
their expulsion (ailed at a meeting of
more than 1.600 musicians. A heavy majority
of the 1.600 voted against the ouster action
taken by the board of directors, but was shy
of the two-thirds margiii necessary.
The vote was a slim victory for Eliot Daniel
and his administration. The ousted musicians
are supporters of Cecil F. Read, former
Local 47 vice-president who recently organized
the Musicians Guild of America to
represent studio musicians, now represented
by Local 47.
Meanwhile. Judge Bayard Rhone delayed
his decLsion on the ouster action but tied
up Local 47"s club funds pending the outcome
of the battle with the Musicians Guild.
LA Urban League Award
Given 'Kings Go Forth'
HOLLYWOOD—The annual award of
the
LA Urban League for the motion picture that
does most "for the promotion of better relations
and understanding" was made to
Frank Ross and Frank Sinatra for "Kings
Go F\)rth" at the league's 37th annual meeting
held at the Westside Jewish Community
Center. The gold plaque was presented by
Nat King Cole and accepted by Ross.
• * *
The Motion Picture Industry Council held
a cocktail party for Bosley Crowther, New
York Times motion picture editor, at the
Beverly Hills Hotel. Crowther arrived here
for his annual look at the studios.
Robert Aldrich Signed
HOLLYWOOD—Director Robert Aldrich
has been signed to helm MGM's "Tlie Angry
Hills," starring Robert Mitchum. Raymond
Stross is producing. Aldrich will leave for
Europe this month to begin preparations for
a slated mid-June filming start.
To Write 'Wind' Screenplay
HOLLYWOOD — Nathan E. Douglas and
Hai-old Jacob Smith were inked by Stanley
Kramer to collaborate on the screenplay of
"Inherit the Wind." which the producer
wUl turn out for United Artists release. The
two also teamed in writing the original
screenplay of "The Defiant One." Krajner's
upcoming UA release starring Tony Curtis
and Sidney Poitier.
Most Popular Actress
HOLLYWOOD — Linda Cristal. Argentine
actress now under contract to U-I. has been
voted the most pxapular Latin-American actress
of the year in a poll conducted by International
Press Syndicate, largest South
American feature news service.
Navy Chief at MGM
HOLLYWOOD — Rear Admiral Charles
Kirkpatrick, new chief of Navy information,
was a luncheon guest at MGM where he
also visited the set of "Torpedo Run," on
which he discussed Navy cooperation in promotion
and exploitation.
"X^ecutlo-e ^n
East; Fiank Caldwell and Richard Brummer,
pre.sident and co-inventor of Cinema
160 to Santa Fe to scout sites for the first
demonstration film in the new widescreen
process.
• * •
East: Pi'oducer Paul Gregory, to Washington
to screen "The Naked and the Dead."
• * *
East: U-I director Douglas Sirk. to Boston
on a promotion lour on behalf of "A Time to
Love and a Time to Die."
• * •
East: Charles Vidor. to the Cannes Film
Festival, where he will be one of the 11 judges.
• • •
East: Richard Duckett. president of Viscount
Films, to Gotham to finalize plans for
his
next production, "Speed Crazy."
• * *
West: Producer Milo Fi'ank, returned to
MGM following a month in Europe.
• * *
West: Al Horwits, Columbia publicity director,
to the studio from a business trip
to New York.
Disney Signs Janet Munro
For 'Banner in Sky' Role
HOLLYWOOD—Janet Munro, Gaelic actress
who made her screen debut in Walt
Disney's "Darby O'Gill and the Little People."
has been set by Disney for a second
film. "Banner in the Sky." adventure di'ama
in color to be produced in Europe.
Mi.ss Munro will play Lizbeth Hempel.
Swiss lass who encourages her young admirer
to challenge the country's most dangerous
mountain.
Settles Agent's Claim
HOLLYWOOD — Eugene Arnstein,
studio
manager at Allied Artists, was appointed to
the board of trustees of the Motion Picture
Industry Pension Plan, Inc.. to fill the vacancy
created by the death of F^-ed S. Meyer.
Arnstein has been an alternate member of
the board since its creation nearly four
years ago.
'Bravados' Scoring Abroad
HOLLYWOOD—Marking the third 20th-
Fox picture to be scored outside the U. S.
since the start of the musicians strike last
February, "The Bravados" will be scored in
Munich. Germany, next week. The studio is
currently preparing "The Fly" and "The
Barbarian and the Geisha" for scoring.
Consolidate Whitney Interests
HOLLYWOOD—C. V. Whitney Pictures has
moved into new offices in the Whitney building.
1256 Westwood Blvd., Westwood. The
move was made to consolidate all of Whitney's
southern California business interests in
one location, with vice-president Arthur L.
Wilde and treasurer Edward Boerger in
charge of operations.
Australian Premier Guest
HOLLYWOOD—Hon. J. J. CahUl. premier
of New South Wales. Australia, was the guest
of honor at a Paramount studio luncheon
May 1 hosted by Y. Frank Freeman, vicepresident
in charge of the studio.
Nominations by SDG
Covering First Quarter
HOLLYWOOD— Richard Brooks. Delmer
Daves. Martin Ritt and George Seaton received
recognition from their colleagues when
pictures they directed were nominated for
directional achievement award.s. The films
nominated by Screen Directors Guild members
as the best-directed pictures released
during the January-March period, are:
"The Brothers Karamazov" (MGMi, directed
by Brooks; assistant director. William
Shanks.
"Cowboy" (Coll, directed by Daves: assistant.
Sam Nel.son.
"The Long. Hot Summer" (20th-Foxi. directed
by Ritt: assistant. Eli Dunn.
"Teacher's Pet" (Paramounti. directed by
Seaton: assistant, Francisco Day.
SDG President George Seaton explained
that the pictures will compete in the guild's
yearly award for the best-directed feature
film. The major award, along with plaques for
four other outstanding pictures shown for
the first time in 1958. will be presented at the
guild's annual dinner early in 1959.
Studio Theatre Group
To Showcase Stories
HOLLYWOOI>—Formation of the Studio
Theatre Group to showcase story properties
on an invitation basis only was announced
by Producer James Terry and director James
Collier. The first organization of its kind
in Hollywood, it plans four productions annually
with weekend presentations at its new
playhouse at 3759 Cahuenga Blvd.
Currently in preparation for its world premiere
on May 23 is "The Purging of Simon
Madden," written by N. Thaddeus Vane, and
starring Jane Withers and Judi Meredith.
World Editors at Studios
HOLLYWOOD—Eighty-three members of
the International Press Institute, the worldwide
equivalent of the American Society of
Newspaper Editors, were guests of major
Hollywood studios through arrangements
made by the Ass'n of Motion Picture Producers.
The IPI visitors, on a nationwide tour
of Major U. S. cities, were divided into four
groups and taken to MGM. Paramount, 20th-
Fox and Warner Bros, where they were
luncheon guests and taken on tours of the
studios.
Calls 'Suspension' Vote
HOLL"YWOOI>—The board of directors of
the Screen Directors Guild called a special
meeting at which members will be asked to
authorize suspension of services against all
the major studios and the Alliance of Television
Film Pi-oducers. This move followed
the rejection of SDG's counter-proposals to
the majors and vidfilmers. The majors have
refused to discuss pay-TV and have generally
balked at SDG demands.
Lamour Settles Claim
HOLLYWOOD—Dorothy Lamour has settled
for an undisclosed amount a suit brought
in superior court by her former agent, William
Loeb jr., for $3,540. Loeb claimed the
money was due him on a one-year pact entered
into in 1956 involving 10 per cent of
her take.
W-2 BOXOFFICE May 5, 1958

—
—
—
——
—
—
—
—
'Blues' Bows at 110
To Lead LA Openers
LOS ANGELES—"The Young Lions" led
the holdovers with a firm 120 per cent in its
third week. Only opener to break par was the
dual bill of "St. Louis Blues" and "Cole
Younger, Gunfighter," clocking in with 110.
(Average Is 100)
Beverly Canon Sins of Casanova (Timei.} 75
Corfhoy Circle Around the World in 80 Days
(UA), 71st wk 220
Chinese Windjammer (Not! Theatres}, 3rd wk.
Downtown Poromount Moil Bog Robbery
. .215
(Manhattan),
plus srageshow 55
Egyption The Bridge on the River Kwai (Col),
19th wk 145
Fine Arts Stoge Struck (BV), 3rd wk 40
Four Star, Fox Beverly, Loyola, Vogue The Young
Lions (20th-Fox), 3rd wk 1 20
Fox Wilshire ^Poris Holiday (UA), 5th wk 50
Howoii, Warners Downtown, Wiltern and 2
drive-ins Touch of Evil (U-l); The Female
Animal (U-l) 70
Hollywood, Orpheum, Uptown and 6 drive-ins
St. Louis Blues (Pora); Cole Younger, Gunfighter
(AA) 110
Hollywood Poromount Teacher's Pet (Pora),
6th wk 95
Pantoges Les Girls (MGM); Teahouse of the
August Moon (MGM), reissues
Vagabond And God Created Woman (Kingsley),
30
17th wk 85
Warners Beverly Marjorie Morningstar (WB),
5th wk 60
Warners Hollywood Seven Wonders of the World
(Cinerama), 47th wk 75
'South Pacific' 'Gervaise'
Open Big in Denver
DENVER—First runs here reported business
that ran from poor to big, with only
three holdovers. Cool weather slowed down
the drive-ins, with four of them on first
runs. Holdovers included "Teacher's Pet" at
the Denham; "South Pacific" at the Tabor
and "Gervaise" at the Vogue.
, . . .
Aladdin Snow White and the Seven Dwarfs
(BV), 5th wk 100
Centre The Bridge on the River Kwoi (Col),
8th wk 85
Denham Teacher's Pet (Pora) 105
Denver Summer Love (U-l); The Big Beat (U-l) 75
60
Esquire Beautiful But Dangerous (20th-Fox)
Lake Shore, Volley drive-ins The Monolith
Monsters (U-l); Love Slaves of the Amazons
(U-l) 75
Monoco, West drive-ins Lost Paradise (UA); Man
on the Prowl (UA) 75
Orpheum—The Sheepman (MGM); Handle With
Care (MGM) 1 05
Paramount— Porls Holiday (UA); Ride Out for
Revenge (UA) 130
Tatx)r South Pocific (Magna) 250
Vogue Art Gervaise (Cont'l) 1 60
'Kwai' Holds Firm
At Portland
PORTLAND—"The Bridge on the River
Kwai," continues to hold firm despite top
weather which brings in the spring salmon
season and home gardening. The estimate
was 200 per cent.
Broodwoy Moriorie Morningstar (WB), 2nd wk..l25
Fox Bonjour Tristesse (Col) 120
Guild All at Sea (MGM), 4th wk not reporting
Liberty The Long, Hot Summer (20th-Fox) . . . . 1 20
Orpheum The Bridge on the River Kwai
(Col), 5th wk 200
Paramount Teacher's Pet (Para) 130
Two California Drive-Ins
Reopen for New Season
SACRAMENTO. CALIF.—Bill Yost, who
managed the local Fruitridge Drive-In during
the winter months, has reopened El Rancho
Drive-In under the new policy of two changes
each week.
Another recent reopening was at Weed,
where Mr. and Mrs. England gave a free
show to all first night patrons at their Mt.-
Vu Drive-In. This outdoor theatre will operate
on weekends only for the present.
Tucked
away somewhere in the office of
Dave Epstein, dean of Hollywood's
catch-as-catch-can publicity purveyors,
is a frustrated editorialist^-but good. There
was a time when Dapper Dave's handouts to
a breathless press specialized in fan fodder of
the type that recipients thereof took with a
sizable grain of salt and which resultantly
were never confronted with the danger of
drowning in floods of printers ink that they
encountered.
During the past several months, however,
releases from the Ep>stein bailiwick have
taken on a more serious note and one which
has commanded a greatly increased amount
of attention and space. Rare indeed is the
day that doesn't bring forth some profound
observation on industry matters and problems
which kernels of erudition invariably
are attributed to one or another Epstein
client. Witness:
"Independent producer Charles Schnee
yesterday charged that the film industry is
pursuing 'suicidal tactics' by hoarding some
important productions and prematurely exploiting
others for 'strategic' release just before
Oscar-time.
"Roy Rowland predicted yesterday that the
present trend toward over-length 'prestige'
pictures should encourage studios to again
rev up production on one and two-reel
comedies.
"Metro's general musical director, Johnny
Green, yesterday suggested that studios cooperate
in distributing free brochures on
motion picture scoring to college and university
music schools throughout the country,
offering to contribute information on techniques
involved in writing his own complex
'R.aintree County' score."
Etc., ad infinitum.
Let it be noted, parenthetically, that it Is
always "yesterday" that some Epstein client
sounded off on a weighty issue through the
resolution of which at least one problem
confronting a harassed industry would be
benefited.
True, there is unusually little of startling
originality in the E^pstein-spawned compendiums.
But in most cases they are soundly
conceived and articulately written. Resultantly,
they rate several cuts above the average
for the mass of publicity pap which
avalanches down upon Cinemania news outlets.
Unfortunately no publication can afford
the space that would be necessary to print
all of them in full. About the only way
that Dapper Dave could realize such a desired
goal would be to own and publish his
own tradepaper.
Just in case he might be interested, there
are a couple or more that could be acquired
reasonably.
It mi^ht be well to again report the abovementioned
Johnny Green is no longer
"Metro's general music director." He is now
on the staff of Desilu, the burgeoning television
outfit headed by Desi Arnaz and his
spouse Lucille Ball.
In fact Desilu seems to be becoming the
storm port for former Metro-ites. Another
recent addition to Desilu's staff was George
Murphy, who for many years fed at Leo's
trough with the nebulous duties and designation
of Ambassador of Motion Picture Goodwill.
Grady John.son, who exalts to the title of
publicity director for Samuel Goldwyn jr.
Productions, crystalizes his membership in
the Neck-Out Club with the following tidbit:
"For playing father to his own son, David,
in Samuel Goldwyn jr.'s 'The Proud Rebel,'
Alan Ladd has been elected to the Order of
Pin and Nipple by Parents Magazine."
When members of Hollywood's film appraising
corps are summoned to a preview,
they are usually supplied by the publicity
departments staging the clambakes mimeographed
documents that are variously known
as "Production Notes" or "Vital Statistics."
These compilations vary in length in accordance
with the importance of the movies with
which they concern themselves. They are
prepared by the lads and lassies in the blurberies
and understandably bring forth every
superlative in the deck. Nonetheless they
supply much interesting and more valuable
information about the picture, its literary
genesis, where and how it was filmed, background
and biographical data on everyone
who was employed on or in the offering.
Usually they are articulately written and
compiled and it is not unusual for passages
therefrom to subsequently appear virtually
verbatim in critiques appearing in widely
read publications. So, on several counts,
these symposia justify the labor and expense
that they demand.
As a matter of general averages, those
circulated by Harry Brand's 20th Century-
Fox publicity department are the most effective.
Brand's bully boys—they term the compendiums
"Vital Statistics"—surpassed even
their own record performances on the occasion
of the press screening of "South Pacific."
The digest handed to those at the
preview comprised 28 pages of single-spaced
information anent the screen edition of the
famed Rodgers and Hammerstein musical. It
was an exceptionally excellent job of reporting
and writing and rates a sincere bow for
the drum-beaters responsible therefor. Reading
it was about as pleasurable as seeing the
picture. Maybe that's because in this case
the photoplay was in every respect as magnificent
as was claimed in the "Vital Statistics."
Be that as it may, 20th-Fox could do Itself
and the feature a profitable service by reproducing
the epitome en toto and In
pamphlet form for distribution to the nation's
exhibitors.
Indicative of how the film business knows
no national or linguistic boundaries is the
fact that publicity for the Japan American
Society of Los Angeles and the Japanese
Motion Picture Industry is being planted by
one Theodore A. Fl>-nn.
BOXOFTICE May 5, 1958 W-3

Montana Theatre Assn
Asks Excise Tax Repeal
GREAT FALLS. MONT--Thc Montana
Theatre Ass'n. meeting here this week, pa.s.sed
a resolution urglnR the
U. S. Congress to repeal
the federal ex-
;ve tax on theatre ad-
:;is.sions. A copy of the
.solution was sent to
sniators Milie Mans-
^ 'Id and James E
^B Murray and Congressf
^^M men Leroy Anderson
^^H luid Lee Metcalf. nil
'^^^H of Montana,
1^m At the clo.sing busine.ss
session Wednesday
(30) delegates
(hirence Golder
renamed
Clarence Golder of Great Falls as
president and re-elected Finus Lewis, Ljvingston.
as vice-president, and Chris Gorder,
Poplar, as secretary-treasurer. William Larcombe,
Glasgow, was named to the board of
directors.
The resolution read:
"Whereas you have shown an under.standing
of the problems of the motion picture theatre
industry and have in the past given
wholehearted support in our effort to attain
relief from burden-some. discriminatory
taxation, and whereas there remains by
federal law an excise tax on theatre admissions
which is onerous, oppressive and dis-
%mn of
criminatory to the motion picture industry in
its present struggle for preservation, be it re-
that members of the Montana Theatre
.solved
Owners Ass'n respectfully urge your cooperation,
a.ssistance and support in our efforts to
achieve complete elimination of the federal
excise tax impo.sed ui)on theatre admissions."
The convention opened Tuesday with a
luncheon session at which Pat McGee of
Denver, speaking in behalf of the Council of
Motion Picture Organizations, declared "our
business is definitely on the upswing" and
urged his listeners to jiarticipate in an aggressive
effort to rebuild theatre attendance.
He said. "A captive television audience is
being released from living rooms throughout
the nation."
Discussing COMPO's efforts toward remission
of "purely discriminatory" federal
and state amu.sement taxes. McGhee said
that exhibitors charging less than 90 cents
admission soon will benefit from a "further
remission."
He cited newspaper advertising and good
public relations as particularly effective
means of rebuilding theatre attendance. Advising
his listeners not to let their theatre
properties deteriorate, McGee urged, "Make
your theatre the focal point of the community—keep
it up; keep it glamorous."
Bob Selig of Denver, president of Fox Intermountain
Theatres, introduced McGee.
the
POPCORN INDUSTRYHEWS
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.
Selig complimented the theatre owners on
their .successful "Montana tax fight," which.
he said, shows what can be accomplished by
a "group of men willing to stand up and be
counted."
A ticket-selling work.'ihop was conducted
Tuesday aflernoo.n and Wednesday morning
by M. L. "Mike" Simons of New York City,
vice-president of Sindlinger & Co., indu.stry
analyst.
Simons said that his firm's re.search has
revealed that better motion pictures, better
advertising and promotion at the local level
and construction and rehabilitation of theatres,
including drive-ins, are the principal
reasons for today's impioved theatre bu.siness.
Sindlinger's finding were confirmed at the
workshop by Max A. Connett. operator of 18
theatres in Alabama, Louisiana and Mi.ssissippi;
Fred Lentz. operator of six outdoor
theatres in Ohio and Michigan, and E. J.
'Erv" Clumb. former managing director of
two large Milwaukee theatres and now owner
of two theatres in Baraboo, Wis.
On Wednesday, while convention delegates
attended the ticket-selling workshop, women
attending the convention were guests at a
brunch and style show at the Horizon Club.
The convention concluded Wednesday evening
with a banquet in the Hotel Rainbow
at which Tom Edwards of Eldon. Mo., theatre
operator for 32 years, gave a humorous dissertation,
and local author A. B. Guthrie
jr.. spoke on "A Screen Writer Looks at
Hollywood."
Guthrie is the author of the novels, "The
Big Sky," "The Way West" and "These
Thousand Hills" and wrote the screenplay
for "Shane," along with preparing screenplays
for several other films.
He outlined the things that make up a
good motion picture, starting with the story,
which, he said, must make a good first impression.
It is in determining which is good
script that trouble arises, Guthrie said, deciding
whether the script should rely on established
formulas or whether it should be
done as an original. Above everything else,
he said, a picture must have good actors and
a good director.
Title
Changes
Too Young for Love (Para)
AS WE ARE.
Shake Hands With the Devil (UA) to THE
to AS YOUNG
RAGING MEN.
Gang Girl (AA) to HOT CAR GIRL.
Queen of the Universe (AAi, to QUEEN OP
OUTER SPACE.
William Ludwig Out As Veep
HOLLYWOOD—William Ludwig has resigned
as vice-president of Jack Cummings
Productions, but retains his production interest
in the independent company. Ludwig said
he desires to return to writing. He had completed
two scripts for Cummings — "Paint Your
Wagon" and "The Dragon Tree."
BOONTON, N. J.
Large Core
Greater Crater Area
means
MAXIMUM LIGHT
Evenly Distributed J
In Californto— B. F. Shearer Compony, Los Angeles— Republic 3-1145
B. F. Shearer Company, San Francisco— Underhill 1-1816
in Woshington— B. F. Shearer Company, Seattle— Eliot 8247
in Oregon— B. F. Shearer Company, Portland—Capitol 8-7543
in Colorado—Denver Shipping & Inspection Bureau, Denver—Acomo
2-S616
May 5, 1958

.
When you're providing "good times" for your customers,
include the good taste of Dr Pepper! It's
just plain good business
to heighten their enjoyment by making available the pure, distinctive
flavor that has helped make friends for theater operators for more than
70 years. Dr Pepper is repeat trade . .
a product in demand every month in the
year ... by brand name . . . because there
just isn't a substitute for Dr Pepper. If you
haven't added the plus value of Dr Pepper
in your theater or snack bar, try it ... if you
already have Dr Pepper, feature it!
\^
^]^rPeppeiI
DrPepper
%i,-««rj
fiostj^rasJ^'fr^^Vl
© Dr Pepper Company 1958
BOXOFFICE :
: May
5, 1958 W-5

. . Dan
Inf'l Producers Okay
On Frisco Film Fete
SAN FRANCISCO—This city as;ain invites
tiio attention of the cinema woiid this year
with its second annual International Film
Festival, scheduled for two weelts at the
Metro Theatre starting October 29.
Sponsored by the art commission of the
Golden Gate metropolis, the event is the
only western hemisphere motion picture competition
which carries the sanction of the
International Federation of Film Producers
Ass'n. The sanction was voted at the Paris
meeting in February. J. P. Frogerais, president,
said the action signified approval of the
rules maintained by the San Francisco festival
authorities, that all national associations
of film producers and their individual producer
members are free to submit their highranking
films.
Irving M. Levin, director of the fete for
the city art commission, originated and has
maintained the festival in San Francisco. He
is currently at the Cannes Festival, which
opened May 2. and confening with Director
R. Favre LeBret. While in Europe. I^evin also
planned to see Dr. Floris Ammannati. head of
the Venice Festival.
In issuing invitations to contenders for the
San Francisco Festival, Levin requested that
each country submit two film titles with the
plot synopses and stills, after the country's
appropriate motion pictui'e industry organization
or official makes its choice. Individual
pictures, up to two, would be considered providing
the sanction of the country's official
or appropriate organization is received.
The lists must reach the festival headquarters,
172 Golden Gate Ave., San Fiancisco 2,
Calif.. U. S. A., before August 1.
All feature films submitted must be in the
WHO MAKES GOOD,
LOW-COST TRAILERS?
Motion Picture
Service co.
125 HYDE . SAN FRANCISCO 2. CALIF. . GERRY KARSKI. PRES.
language of the country of origin and have
English subtitles, and must not have been
shown previously in the western hemi.spherc
The film prints are to arrive here before the
first week in October.
The San Francisco Festival bestows prize
plaques upon feature films in four categories:
best film, best actor, best actress and best
director. Winners receive the Golden Gate
Award.
In 1957. the winner w-as the Indian film.
"Father Panchali." which took "best film"
and its director Stayajit Ray received the
nod as "best director." Other winners were
blonde Dolores Dorn-Heft for "best actress."
in the U. S. entry directed and starring
Franchot Tone; Chekhov's "Uncle 'Vanya."
and Heinz Ruhmann in Germany's "The
Captain from Koepenick" as "best actor."
The 1957 event received the support of the
Screen Directors Guild of America.
This year invitations have been issued to
more than 60 film-producing countries. Director
Levin says: "We earnestly seek participation
in this gala international event. I
now offer complete assurance of our sincere
effort to provide the most congenial climate
to the arts in San Francisco."
PORTLAND
pox Evergreen District Manager Rex Hop-
. . .
kins returned after a two-week vacation
in Palm Springs and Los Angeles. Hopkins
is enthusiastic about Cinemiracle which he
saw at Graunian's Chinese The Paramount
exchange here has been reduced to
a sales office w'ith the booking and billing
switched to the Seattle office. Wayne Thiriot,
the manager, operates in a sales capacity
here.
William Hupp, Liberty Theatre manager,
got a top plug over a TV horror show here
with Suzanne Waldron of KPTV boosting the
picture on her late, late movie series. She will
make a theatre appearance for the opening
of "Macabre" at the Liberty.
An Audition by AGVA
HOLL'TWOOD — The American Guild
of
Variety Artists showcased talent for agencies
and producers with an audition program of
16 acts at Plummer Park in West Hollywood.
DENVER
n iinther effort is to be made this year to get
Colorado on daylight saving time. Petitions
are to be circulated for signatures to
get the matter on the fall ballot. The petitions
need more than 48,(M)0 signatures to bring
this about. The matter has been voted down
here several times, most of them overwhelmingly.
The distributorship for Republic for this
area is being taken over by Chick Lloyd, who
is also the distributor for American International
Pictures and other product. Of the
employes at the Republic exchange. Gene
Gerbase, manager, will remain with the company
and Irene Canino, cashier, moves to
Atlas Theatres as secretary to Dave Davis,
general manager. That leaves Don Spaulding.
office manager and booker; Dorothy Orrino.
assistant ca.shier, and Warren West, salesman,
looking for new jobs.
. .
Ilollis Trabue, Manley salesman for New
Mexico, has been named di.strict manager for
the Denver and Salt Lake City areas, succeeding
Arlie Beery, who went to Kansas
City as district manager , . . Joe A. Lopez has
taken over and reopened the Star, Estancia,
N. M. The theatre, closed since 1955, will operate
on two changes a week . Cathy Harris,
formerly a booker in St. Louis for Columbia,
has moved here and is receptionist
at United Artists.
Mr. and Mrs. Sam Langwith of Western
Service and Supply went to Texas and New
Mexico on a combined vacation and business
trip . . . Jerry Debolt has been named
manager of the Rex. Rapid City. S. D., succeeding
Prank Jenkins, who came here as
manager of the Victory . MuiTay has
resigned as comptroller of the Black Hills
Amusement Co., Deadwood, S. D. He is succeeded
by Arlene Kettelhut, who has been
his
assistant.
Pearl Velarde, MGM manager's secretary,
flew to Los Angeles for her vacation
Gustave Mohme. general manager of
. . .
the
Clasa-Mohme exchanges, was in from his
Los Angeles headquarters on his annual visit
to the exchanges. While here he called on
the circuits and conferred with Gilbert Martinez,
manager . . . Jay O'Malin, United Artists
salesman headquartering in Albuquerque,
N. M., was here for conferences with
M. R. Austin, UA manager, following which
Austin left for Chicago to attend a sales
meeting regarding "Around the World in 80
Days." The initial date for this film in Wyoming
has been set for May 29 at the Wyo,
Laramie.
D 2 years for $5 D
D Remirtonce Enclosed D Send Invoice
THEATRE
STREET ADDRESS
TOWN ZONE STATE....
NAME
1 ycor for $3 D 3 years for $7
POSITION..
BOXOfflCE THE NATIONAL FILM WEEKLY 52 issues a year
825 Van Brunt Blvd., Kansas City 24, Mo.
Tom Blair, district manager for the Jones
Theatre circuit, associated with Western
Amusement Co., San Francisco, was here to
install Jack Baldock as manager of the Centennial,
the twin-screen drive-in recently
bought by Western. The ozoner will have a
first-run policy part of the summer.
Freddie Dee Stricken
LOS ANGELES—The rosary was recited
Tuesday i29> for Freddie Dee (DePiano).
who died Sunday. Dee, recently an actor,
previously managed houses for United Artists,
and also was a theatre owner. He is survived
by his wife and a daughter.
W-6 BOXOFFICE May 5, 1958

. . The
. . Mickey
. . . Morrie
. . Henry
SAN FRANCISCO
Tirilliam L. McGee has been named western
division manager of Interstate Television
Corp., in charge of the 11 western
states, Hawaii and Ala.ska with his headquarters
in San Fi'ancisco.
Interstate is a subsidiary of Allied Artists
Pictures Corp.
street.
The Vogue Theatre, art house, has a run
on the women after the Swedish film (also
devoted to the feminine gender), "Smiles of
a Summer Night." Next there is the fiery
Grecian gal "Stella," to be followed by the
Academy Award winning "Cabiria." Giulietta
Masina, famous Italian actress who was a
recent visitor at the home of Mr. and Mrs.
Irving M. Levin, San Francisco Theatres
head, is the star of the latter picture.
AIP Widescreen Duo Bow
In 50 Texas Theatres
LOS ANGELES—American International's
combination of "Machine Gun Kelly" and
"The Bonnie Parker Story," first features in
the company's new Superama widescreen
process, is slated to open in 50 Texas circuit
theatres May 29.
The bookings include Rowley United.
Trans Texas, Jefferson Amusement and
Video circuit houses.
Antelope Valley Drive-In
Started; To Open by June
With the widening of Geary boulevard to
accommodate a row of trees down the middle,
two theatres are forced to cut back their
marquees. Both the Alexandria, de luxe San
Francisco Theatres, Inc., showhouse, and the
Coronet, home of the long-running "Around
the World in 80 Days," are remodeling their
fronts to avoid illegal overlapping of the
ANTELOPE VALLEY, CALIF.—Constmction
will be started immediately on a new
drive-in theatre for Antelope Valley. To be
located at 12th Street east and Avenue Q in
Palmdale, the 750-car theatre will be buUt
by Marion 'Wright, Antelope Valley contractor.
A tentative completion date has been set
for June 1.
Reopen at Carmichael
CARMICHAEL, CALIF. — Free gifts and
personal appearances were features of the
recent grand reopening of the Westerner
Drive-In here. Each woman was given a
potted plant and children w-ere furnished free
balloons, lollipops and ice cream. The ten
entrants in the Miss Sacramento beauty contest,
the Roc-Kats band and Doyle Wilson
appeared in person. Facilities at the theatre
have been remodeled.
Dual 'Sea' and 'Accuse'
LOS ANGELES—"All at Sea" and "I Accuse!"
will open their first local multiplerun
engagement May 14 as a double-bill combination
in four theatres— the State, Pasadena;
Valley Guild, North Hollywood; Wilshire,
Santa Monica, and Fifth Avenue, Inglewood.
Ticket Tax Slash Due
In Seattle on May 15
SEATTLE A reduction in city admission
taxes will become effective May 15, the city
council finance committee announced. The
date was fixed in a propo.sed ordinance recommended
for passage, which embodies an
admi.ssion-tax reduction agreed upon by the
council
a few weeks ago.
The tax now is 1 cent for each 20 cents.
No tax is charged on any admissions of 10
cents or less.
The new tax, applicable only to motionpicture
theatres and events for "charitable,
nonprofit community puiTDOses" will be 3'^
per cent of admissions higher than 50 cents,
with no tax on 50 cents or less.
SEATTLE
p. Jacobs, owner of Favorite of California,
fj
with offices in Los Angeles, San Pi-ancisco
and Seattle, conferred with local Manager
John Cummins regarding the consolidation
with Republic . DeLeo, former
owner of the Rose Theatre in Port Townsend,
died. The Rose had been taken over
by E. E. Thompson.
Filnirow visitors included Jack Partin, representative
of J. Arthur Rank Pictures, and
Archie Holt, U-I salesman, traveling out of
Portland.
Eve Ordell, formerly with 20th-Fox and
well known in the film industry, became a
grandmother. The parents are her daughter
and son-in-law, Mr. and Mrs. Morgan Barokas.
PHOENIX
The Bridge on the River Kwai," in its 9th
week at the Palms Theatre, has broken all
house records, according to Manager Gene
Salyer . Fox Theatre introduced a
weekly stage show for teenagers, called the
Sunday Jam Session. It features the Valley's
top recording artists and combos, including
Ted Newman, Randy Stevens, Judy
Faye, Duane Eddy, the Cliques and others
who have recorded for national release. The
teenagers seemed to enjoy the first of these
sessions, and after a four-week tryout. Manager
Sam Bagwell plans to make it a regular'
feature with guest stars.
Bert Pirosh Named Buyer
For Pacific Theatres
LOS ANGELES—William R. Forman, president
of Pacific Theatres, announced Monday,
April 28, the appointment of Bert Pirosh as
head of the buying and booking department
of this West Coast theatre cii-cuit. Pirosh,
who resigned recently as chief film buyer of
National Theatres, will assume his new position
June 1.
"I consider Pacific Theatres veiy fortunate
in getting a man of the calibre of Bert
Pirosh," said Forman, "Bert, has a fine
reputation in this industry and his ability
and experience will be of great value to us
in the operation of our theatres."
LOS ANGELES
n committee, headed by h red Stein and M.
. ,
. . .
J. E. McCarthy, is planning a testimonial
dinner for Bert Piro.sh who resigned as head
film buyer for National Theatres. The event
will be held at the Crystal room of the Beverly
Hills Hotel on May 21 . . . Marvin Goldfarb,
district manager for Buena Vista, was here on
Alex Harri.son, 20th-Fox sales
business . . .
manager, returned from a business trip to
New York , Red Jacobs, head man at Favorite
Films, is back from a business trip to
San Francisco and Seattle ... I. Shapiro,
20th-Fox booker in Toronto, Canada, was a
Harry Novak
southern California visitor . . .
of Air Dispatch is back at his de.sk after a
trip to Las Vegas on company business
Charley Bragg, Filmrow insurance man, flew
to Gotham on business.
.
. . .
Condolences to Florence Moore, secretary to
Spencer Leve, whose husband died April 22
Abrahams is in Cedars of Lebanon
Hospital for surgery Slater, Harbor
Drive-In, Chula Vista, suffered a heart
attack. Lew Bei-man has taken over Slater's
chores . . . Lillian Charne-ss, American Theatres
Advertisers, is recuperating at home
after surgery . . . John DeCosta, Rank Pictures,
underwent surgery at Queen of Angels
Hospital Neal East, division manager
of Paramount, is in St. Johns Hospital following
a gall bladder operation.
Booking and buying along Filmrow: George
Nick Diamos, Tri Delta Amusement. Tucson;
Jack Grossman, Magnolia, Burbank; Leo
Molitar, American, Newhall; Mason Siler,
Lido and Mes, Balboa; Jim Snelson. Bagdad,
Bagdad, Ai-iz., and Joe Markowitz, Encinitas.
$1,500 to Variety Fund
SAN FRANCISCO—A check for $1,500 has
been given to the Northern California Variety
Club for its Blind Babies Foundation
by Theta Delta Xi, social and philanthropic
sorority. The funds were raised by a theatre
benefit featuring the world premiere of
"Stopover Tokyo," a fashion show donated
by the Joseph Magnin store and a door prize
of a trip to Las Vegas. Irving M. Levin, chief
barker and head of the S. F. Theatres, accepted
the big check from Mrs. Samuel
Clowans, president of the sorority.
Count
CHICAGO
13 2 7 So.
W ob a »h
NfW YORK
630 Ninth
FILMACK
When you are in need of
Announcement
A Special
TRAILER
Yra'H Be DeNclrted WM Oir
n^ Quiity Ai4 Qehk Seniee.
RCA SERVICE COMPANY, INC.
911 North Orange Drive
Hollywood 38, Calif. OLdfield 4-0880
BOXOFFICE :: May 5, 1958 W-7

"
.
w
"Every effort
we put into the
SAVINGS BOND PROGRAM
will be richly rewarded
a statement by Julian B. Baird, Under Secretary of the Treasury
?9
"America's great productivity has been made possible
by the willingness of Americans to save a part of their
incomes for in\cstment in productive enterprises. The
Payroll Savings Plan of the Savings Bond Program implants
and helps to sustain the habit of regular savings,
and this benefits our whole economy as well as each
individual saver.
"We need savings as a continued affirmation of our
way of life. The right to build up personal savings and
to choose individually our savings objectives is one of
our cherished freedoms.
"I am convinced that every bit of effort we put into
Savings Bond promotion as part of a broad thrift plan
will be richly rewarded in the contribution we shall be
making to the strength and security of our country in
this critical period.
THE U.S. eOVERNMENT DOES NOT PAY FOR THIS ADVERTISEMENT. THE TREASURY DEPARTMENT THANKS, FOR THEIR PATRIOTISM.
THE ADVERTISING COUNCIL AND THE DONOR BELOW
BOXOFFICE
W-8 BOXOFFICE May 5, 1958

calmly
Chicago Columnist
Cites Long-Run Era
CHICAGO— Will Leonard, in a recent Chicago
Tribune Sunday column noted that the
era of the long-run motion picture is blossoming
in the Loop.
"Until a few seasons ago, there never was
a film that had been shown for a full year
on any screen in Chicago. Nowadays, a movie
that plays completely around the calendar is
a routine occurrence. One of them closed a
70-week engagement (Seven Wonders of the
World! with no fanfare. Another, marking its
first birthday in the Loop (Around the World
I
in 80 Days prepared to run right on
through the summer.
"There now are five motion pictures which
have played a full year or more in the Loop.
"Before 1950, the longest run chalked up
by any film in Chicago was 35 weeks, established
by the history-making 'The Birth
of a Nation,' back in 1915 at the old Illinois
and Colonial theatres, both long since vanished.
That really was a remarkable feat
in an age of silent black and white flickers
that almost pulled the viewer's eyes out of
his head.
"Not for another 35 years did a picture
manage to endure for 12 continuous months.
'The Red Shoes' opened at the Selwyn (now
Todd's Cinestagei in December 1948, and
didn't unwind it^ last reel until February
1950, a full 59 \veeks later. That was the second,
and in all probability, the last of the
old narrow screen photoplays to make it all
the way around the calendar in this town.
"With the coming of Cinerama, the yearlong
showing became a commonplace. 'This
Is Cinerama,' first of the three-camera epics,
lasted almost two years. Opening at the Palace
in 1953, it cranked on and on for 97 long
weeks, a mark no other film yet has approached.
'Cinerama Holiday,' it successor,
ran for 78 weeks. 'Seven Wonders of the
Word' closed after 70 weeks.
" 'Around the World in 80 Days' sailed past
its anniversa:-y without pausing for breath,
and expects to be luring them into Todd's
Cinestage until long after the last summer
strawhat has been fed to the cows.
"A picture doesn't have to toe in Cinerama
or Todd-AO to hang up new records, either.
The Loop has been bulging with winners like
'The Bridge on the River Kwai,' 'The Young
Lions,' and 'Peyton Place,' and has a full
springtime of hits scheduled."
New Name for Theatre
WEST PLAINS, MO.—The Vista
Theatre
is the new name of the 620-seat Davis Theatre
here, recently taken over by B. D. Faddis
and Frank Hall from the family of the late
Dean W. Davis. Faddis and Hall, who also
operate the Midway Drive-In, also acquired
the Avenue Theatre and 63 Drive-In here
from the Davis family. The Avenue, now
closed, will be reopened at the end of the
1958 drive-in season.
Windstorm
Dcnnages To'wer
CASEY, ILL. — The Casey Drive-In on
Highway 50 west of here will be closed for
about two weeks. The screen tower of the
drive-in was blown down by a terrific windstorm
the night of April 24.
Commonwealth Circuit
Adds 5 Wooten Drive-Ins
KANSAS CITY— Elmer Rhoden Jr., presi-
Commonwealth Theatres, announced
dent of
that Jay Woolen's group of five drive-in
theatres in Kansas, has joined the Commonwealth
circuit, effective Sunday (4>. Dick
Orear, executive vice-president of Commonwealth,
concluded the final details of the
deal April 24 in Hutchinson, Kas.
The Wooten theatre units include the Ayr-
Vue and the Southutch at Hutchin.son, the
Ark-Vue and the 166 at Aikansas City, and
the Great Western at Liberal.
It also was announced that Jay Wooten
will join Commonwealth as manager of a
new third district of theatres within the circuit.
Commonwealth has been operating with
just two districts to date, which have been
handled by Roy Tucker and Doug Lightner.
Dick Orear said that Tucker and Lightner
will continue as district managers and the
new district will be a further addition to general
operations.
Orear said: "Commonwealth has expanded
to the point that we must have additional
skill in the executive staff, and we are more
than pleased to have Mr. Wooten bring his
talent and business ability, along with his
many years of experience, to the Commonwealth
Theatres. We are looking forward to
a long and pleasant association."
Wooten's home is in Hutchinson. A Commonwealth
district office will be opened in
Hutchinson and Wooten will continue to reside
there and handle district operations
Michael Gerrid Marking
50th Year as Showman
WESTVILLE, ILL.— Michael Gerrid, operator
of the State Theatre here and the
Georgetown, in Georgetown, will celebrate his
50th anniversary in show business Thursday
(8). Now 70, Gerrid opened his first theatre,
the 190-seat Bijou, in 1908. Admission was
five cents. He built the local Orpheum in
1910 and the Georgetown Theatre in 1938.
At the same time, Mr. and Mrs. Gerrid are
observing their 50th wedding anniversary.
They have two sons, William and John, both
of whom are in theatre business. The Gerrids
also have four grandchildren.
Windsor Theatre Dark;
No Theatre There Now
WINDSOR. MO.—The Windsor Theatre
has been closed by Dorothy Jean Feaster,
leaving this city without a show for the fu'st
time since 1902.
Louis Griefe, w'ho .sold the Windsor in 1945
to Allied Theatres of St. Louis, with Jacob
Smith, father of Mrs. Feaster. later acquiring
the place, recalls that "The Ti'ail of the Lonesome
Pine" drew the largest crowds. It was
.shown three time at regular admission prices
and then brought back a fourth time for 10-
cent night, observed on Friday nights for 17
years. Louis said the show was so packed that
he couldn't get in the front door himself, and
after selling a person a ticket would take
him around to a sidedoor exit and let him
in until the aisles were filled with people. At
Jay Wooten
from his headquarters there. Regarding the
merger, Wooten said: "I am, as are many
people as-sociated with my theatres, very
happy to be a part of Commonwealth. I've
long respected Commonwealth and its progressive
and friendly spirit, and it is very
pleasant to anticipate being a part of such a
fine organization!"
Since January 1, Commonwealth has taken
over the operation of six other theatre properties
in addition to the Wooten theatres.
These units are: the Frontier Drive-In.
Atchison, Kas.: the Twi-Lite Drive-In and
the Baxter Theatre in Baxter Springs, Kas.:
the Iowa Drive-In. Shenandoah, Iowa, and
the Sunset Drive-In in Lawrence, Kas.
The Commonwealth circuit, with the addition
of the Wooten theatres, will consist of
56 indoor theatres and 48 outdoor theatres, or
a total of 104 theatre properties.
one time the double line waiting to buy
tickets extended for a block to the Christian
Church.
"If business gets better we will reopen,"
Mrs. Feaster said. "I need a rest and must go
to Pennsylvania for a time on business."
Mrs. Feaster operated the houses in partnership
with the Dickinson circuit of Mission,
Kas.
Install Officers May 16
ST. LOUIS—The 1958-59 officers of the
Better Films Council of St. Louis will be installed
at the annual luncheon and installation
May 16 at noon at the Congress Hotel.
Mrs. A. F. Burt, founder and honorary president
of the council, will be in charge of the
installation.
To Close House May 3
JOHNSTON CITY.
ILL.— Stewart Cluster,
owner of the Palace Theatre here, will close
the 500-seat theatre May 3. Cluster usually
closes the Palace during the drive-in season
when he operates the Marion Drive-In on
Highway 37 north of Marion. 111.
Mendota, 111., State Open
MENDOTA. ILL.—The State Theatre was
reopened by the Alger circuit with "Old
Yeller." Mayor Chris Troupis asked the public
to patronize the show.
Eva Vanicek, Nerina Colombo and Isolina
Caruso, three young Italian actresses, have
been signed for WB's "The Nun's Story."
BOXOFFICE May 5, 1958 C-1

. .
. . Art
. . Those
. . The
ST.
LOUIS
TJairy C. Arthur Jr., president of Arthur Enterprises.
ha.s returned to St. Louis .
Bill Karstetter. whom oldtlmers In the Industry
will recall as an exhibitor and theatre
manaser at Columbia, Mo. for many
years, stopped off in St. Louis to visit Fllmrow
en route from Chester. 111., where he has
been lesldinR with a sister the last several
yeai-s, to England where he will visit his son.
On the way he plans to visit Indianapolis,
Ind., to .'pend .several days with his bi-other.
Other out-of-town folks seen in St. Louis
during the week included Hei-mann Tanner.
Vandalia: Charley Beninati, Carlyle: Frank
X. Reller. Wentzville; Mayor Ben Beckett,
Valley Park; Fori-est Plrtle. Jerse>^ille: Izzy
Wienshienk, Alton: Joe Goldfarb, Upper Alton:
Russell Armentrout, Louisiana: Harry
Horning, booker and buyer. Turner-Fari-ar
Theatres. Harrisburg; F. Val Mercier, Perryville:
L. J. Williams, Union; Philip T. Hill,
Belleville; Jesse Lee, Carmi; Dale Thornhill,
Centralia: Bob Spencer. Charleston: W. E.
Waring jr.. Cobden; John Falk, Eldorado;
Robert E. Johnson. Fairfield: Harry C. Swan,
Gi-anite City: Chaiies Biechner, Grayville;
Paul U. Reynolds, Hani-sburg: Wayne L.
Smith. Herrin: James Frisina jr., Mattoon;
'SELECT- FOUNTAIN SYRUPS
DRINK DISPENSERS
Select Drink Inc.
4210 W. Florluont Av*.
St. Lead IS, M*.
Phon*
Evergreen 5-593S
EVERYTHING FOR THE THEATRE
SL Louis Theatre Supply Company
Mrs. Arch Hosier
3310 Otive Street St. Louis 3, Mo.
Telephone JEfferson 3-7974
RCA Theatre Supply Deoler
Eddie Clark, Metropolis; W. H. Eichhorn.
Mounds; Geoi-ge Horning, Ro.siclaie; J. D.
Slaydcn, Sparta: Dave Jones, Springfield:
Ed L. Ti-ainor, Taylorville; Edward D. Klrby,
Bloomfleld; Bernice Montgomery, Chaffee;
Melvin L. Blackledge. Columbia, and Winfred
Garner, Dexter.
, . .
Walter Thimniig, retired pioneer exhibitor,
who had a leg i-emoved at St. Luke's Hospital
on April 18. is doing very nicely , . . Also
reported as in favorable condition is Frances
Murphy foi-mer Warner Bros, booker, who underwent
surgery at St. Mary's Hospital
Tom W. Bridge of Dallas, .southwestern Texas
division manager for Paramount, was here for
three days . LaPlant. city and circuit
sale.sman for Columbia, visited the office
briefly on his way to the doctor's office. He
recently undei-went a hernia operation.
John D. Giachetto, Frisina Amu.sement Co.
executive and civic leader at Springfield, 111.,
lost out in the race for the Republican nomination
for Congressman from the 21st Illinois
district, final returns of the April 19
primary elections revealed . fancy
pictures being framed for tlie Bel Air Motor
Hotel at Lindell boulevard and Euclid avenue,
are the work of Odyssia Skouras. daughter of
George Skouras, former St. Louisan. Odyssia
has the Galleria Odyssia in Rome and has
sold the Bel Air owners many pictures for
use in the hotel's suites. She plans to visit the
hotel with her dad to inspect the Skouras
brothers suite when the hosteli-y has its grand
opening.
James Arthur, attorney for Arthur Enterprises
and the St. Louis Amusement Co.,
made the Globe-Democrat's "Inquiring
Photographer" column April 25, by answering
the question of the day: "Would you like to
buy a new car now?" His answer, heading
the column, was: "Yes, I'd like to. I've given
a lot of thought to it. but I'm not in the market
at the present. The price of automobiles
is so high they have become the most expensive
part of our daily existence." A snap-
MID-WEST THEATRE SUPPLY CO., INC.
I
I
! J\r£W
1638 CENTRAL PARKWAY CHERRY 1-7724 CINCINNATI 10, OHIO
•
Finest RCA Equipment for Drive-Ins
NEW NEW
RCA IMPAC SPEAKERS
RCA SUPER CINEX LAMPS
. . .
shot of James accompanied the quote
The St. Louis Variety Club, with two very
recent successful benefit film shows for its
Heart Fund, has invited Bob Hope to play
an exhibition golf match at the Lakeside
Golf Club when he comes to St. Louis to fill
an engagement at the St. Louis Municipal
Opera. Funds raised would al.so go to the
Heart Fund of the club.
Thieves who broke into the concession stand
of the Midway Di-ive-In near Lawrenceville,
111., the night of April 17 failed to find any
money. They did make off with .some $50
in cigarets, a large quantity of candy, a lx)x
. . . Gloria
of hot dogs and some hambuigers. They also
emptied all of the packages of coffee into
a sink and let the water run into it. Entrance
was gained with a crowbar to force the fi-ont
door of the concession stand
Swan,son was heie April 24 to preside at fashion
shows at a local department store.
Sanford Berns, a salesman. University City,
had a narrow escape when a section of stone
trim fell from the upper stories of the Hotel
Alverne at the southeast corner of Eleventh
and Locust streets about 4:30 p.m. Two of
the large stones struck the roof of Berns
automobile, partly caving it in. Fragments
of other stones came through the car windows.
Berns. known to the film trade as
"Sandy," will be recalled as a booker for
Eagle Lion in the late '408 and early 1950s.
He has been out of the film business for
several years . offices of Fox Midwest
in the Missouri Theatre building are being
remodeled to obtain more efficient use of the
space.
Hundreds at Services
For Tom J. Bloomer
BELLEVILLE, ILL. — The motion picture
industry and hundreds of friends paid final
tribute to Tom L. Bloomer, 53. president
of Bloomer Amusements Co, Services were
held at St. Paul's United Church of Christ.
Bloomer died of a heart attack early on Sunday
1 20) at his home here. He was found
dead in his bed by his wife Dorothy.
The pallbearers were Ray Ringle and Wilbur
Welker, neighbors and close friends in
Belleville; Tom Williamson, as.sociate general
manager of the Bloomer Amusement Co.;
Dave Morgan, manager, Skyview Drive-In;
Thomas James, board chairman, Missouri-
Illinois Theatre Owners, St. Louis, and Lester
J. Bona, salesman for Warner Bros.
The honorary pallbearers were Eddie Clark,
Metropolis, pi-esident, MITO; George Kerasotes,
L. J. Williams, Tom Edwards, Lester
R. Kiopp, Frank Plumlee, Carson W. Rodgers,
Albert Magarian, Paul lO'ueger, Charles
Goldman, Jimmy James, John Meinardi, Hall
Walsh, D. J. Edele, F. J. Lee, Thomas Dunn,
William Gehring, J. J. Bache, George Reilly,
Ray McCafferty, Clifford Mantle, George
Phillips, Herman Gorelick, William Earle,
Jack Stein, Harry Hoff, Joseph Schrempp
and David P. Barrett.
Whafever
You Need — We Can Supply If.
Weekend Shows at Albion
ALBION, IND.—The Albion Theatre is
now open on weekends under Ted Frymier.
REGRIND YOUR PRESENT SPROCKETS TO FOX HOLE • SAVE MONEY $2.00 EAOI • MY METHOD IS SAFE AND IS FILM COMPANY APPROVED
LOU WALTERS PROJECTOR REPAIR SERVICE . . . 8548 SAN FERNANDO WAY DALLAS, TEXAS.
C-2 BOXOFFICE :: May 5, 1958

I Dr
When you're providing "good times" for your customers,
include the good taste of Dr Pepper! It's
just plain good business
to
heighten their enjoyment by making available the pure, distinctive
flavor that has helped make friends for theater operators for more than
70 years. Dr Pepper is repeat trade . . .
a product in demand every month in the
year ... by brand name . . . because there
just isn't a substitute for Dr Pepper. If you
haven't added the plus value of Dr Pepper
in your theater or snack bar, try it ... if you
^iPepper
•#
already have Dr Pepper, feature it!
DrPepper
fiost^raan-frostj^l
Y^^'""
Pepper Company 1958
BOXOFFICE :
: May
5, 1958 C-3

. . . John
while
. . Jeff
. . The
. . George
KANSAS CITY
'Tom Kdwards, Eldon exhibitor and Monkey
Jungle impresario, is building a name (or
himself as the "Sage of the Ozarks." Vastly
entertained by his
toastmastering at one
of the luncheons at
the national TOA convention
in Miami last
fall, the Montana contingent
told him he
would be invited to the
platform at their
spring convention.
Tom thought they
were kidding until a
formal invitation came
from Clarence Golder,
Tom Edwards
president of the Montana
TOA. and Carl Anderson, the group's
TOA repre.sentative. asking Edwards to act
as banquet toastmaster at the association's
convention held last Tuesday and Wednesday
in Great Falls. The event also allowed
Tom to hold a reunion with two sisters and
a brother who live in the Northwest and who
joined him in Great Falls. One of the sis-
IS
NOW!
THE TIME TO ORDER
COOL
BANNERS
On Gabardine, Satin, Rayon, Nylon
per your copy
AIR-CONDITIONED
BANNERS
Air-conditioned valances 9'xl8" rayon, silk
screen process, fringed, at
*J each.
PRICES ON REQUEST
Order Direct from
NAT HECHTMAN
CAPITOL
FLAG and BANNER CO.
1719 Wyandotte St.
Kansas City 8, Missouri
$2.00 FOX HOLE SPROCKETS $2.00
Let us regrind your old sprockets
STEBBINS THEATRE EQUIPMENT CO.
1804 Wyandotte Koasas City, Mo.
ters lives there and the other in Pocatello,
Ida . the brother lives in Oregon.
Bob Klinge, who used to manage the Uptown
Theatre in Sedalla for J. T. Ghosen and
who Wits an active contributor to our EX-
HIBITOR HAS HIS SAY department, is back
in Mi.s.soiiri and has taken over the Strand
Theatre in Mount Vernon, formerly operated
by Mr. and Mrs. Grover Brook.s. For
a time after leaving Sedalia. Bob managed a
motel in Florida, but the theatre itch wouldn't
go away, so he's trying it again. Several
Filmrowites suggested Bob be given a big
"welcome home" in this column, for, as one
of the exchange men said. "He's a great
showman."
At Atwood. Kas., Jesse Pratt, who has the
Jayhaw^k Theatre, has taken over the Atwood
Drive-In from Arden Holthus and has clo.sed
the Jayhawk for the .summer, switching bookings
over to the drive-in . Aladdin
Theatre, local sub-run house, now is open
only on Friday, Saturday and Sunday, but offers
a different bill each day. Roger Leeton,
formerly with MGM here, is buying and booking
for the house . DeLong, Mankato,
Kas.. exhibitor, suffered a physical setback
recently and again is confined to his home.
He had been making a slow but steady recovery
after a stroke last summer.
Mr. and Mrs. Vernie Anderson have had
Cinemascope installed in their Starview
Drive-In at McPherson, Kas.. and Mr. and
Mrs. Merle Harris have added Cinemascope
to their drive-in theatre at Hugoton. National
Theatre Supply made both these installations.
At Pratt. Kas., Sol Prank has
added Cinemascope at the Trail Drive-In
Egli III has notified local exchanges
he is closing the Hickory in St. Joseph until
The Dickinson circuit Rialto.
further notice . . .
also in St. Joseph, shuttered Saturday
(26). Consideration is being given to converting
the house, possibly to a bowling alley,
but nothing definite has been decided as yet.
Earl Dyson, Rank Film Distributors manager
here, was visited recently by Irving Sochin.
general sales manager from the Rank
offices in New York, and Al Kolitz of Denver,
regional manager. Dyson last week underwent
minor eye surgery at the Menorah Medical
Center and was allowed to return home
and to be at his desk parttime, on condition
that he "take it easy" on the other eye temporarily
W. C. Kroeger, Howco district
. . .
manager from Memphis, Tenn., was here
working with Bob Carnie. local manager, on
"Walk Into Hell" and "Guns Don't Argue"
which open at the Crest and Riverside driveins
and the Regent Theatre Wednesday (7).
Out of the hospital and greeting FHlmrow
friends was Helen Thomas. l)ooker at the
late Republic Exchange. Helen says she's
gaining strength, but w'ants a little more
fresh air and spring sunshine before getting
lined out on a job again .
Kopulos
of Regal Poppers Supply spent several
days covering the north Missouri territory . . .
Tommy Thompson. BV manager, spent several
days in the territory around Wichita .
. .
Bill Cosby of National Carbon was here last
week renewing acquaintances. Bill used to
have the Kansas City territory, but now
works out of the New York office.
Jack Winningham of NSS made a two-week
trip through western Kansas and took time
out to visit his old sidekick Syd Levy in Denver.
Jack says Syd and his family are in
good health and Syd .sent a big "hello" to
all his friends on Fllmrow and in the territory.
Also at NSS. Ruby Stone, Lou Patz's
secretary, was trying to ward off the flu by
resting at home. Warren Smith, liead shipper
in the trailer department, was spending
part of liis vacation remodeling the family
kitchen—and hoped to squeeze in a .short
trip or two before returning to work. NSS
porter George Grayson and his wife have a
brand new baby daughter.
Missouri exhibitors on the Row recently included
Gene Michael of Braymer, Paul Neal
of the Starlitc Drive-In at Higginsville, Mr.
and Mrs. E. L. FoUmer of the Roxy in Warsaw,
Mrs. Harold Porta of Osceola, John Medlock
of Appleton City, Komp Jarrett of Nevada,
Ed Harris of Neosho, Harley Fryer of
Lamar, Jim and Doc Cook of Mai-yville,
Frank Weary jr. of Henrietta, Bob Klinge of
Mount Vernon, Elmer Bills of Salisbury and
J. Leo Hayob of Marshall.
Kansas theatre folk making Filmrow stops
included Hank Doering of Garnett, Bill Flynn
of Emporia, Mr. and Mi-s. Don Burnett of
Larned, Clark Payne who formerly was with
the Starlight Theatre at Newton as a projectionist,
and Bud Broun of Phillipsburg.
Mr. and Mrs. Nat Hechtman of
(Continued on next news page)
the Capitol
MR. EXHIBITOR
Now Is the Time to Check
Your Air-Conditioning Equipment.
If you need aspen wood excelsior repacking
for your air washer mots . . . see us.
SHREVE THEATRE SUPPLY CO.
217 West ISth HA 1-7849 Koniol Oty, M*.
RCA SERVICE COMPANY, INC.
221 West 18th Street
Kansas City 8, Missouri HArrison 1-6953
SCOTSMAN ICE MACHINE
MISSOURI THEATRE SUPPLY CO.
115 West 18th St.
Baltimore 1-3070
Kansas City 8, Mo.
RCA THEATRE SUPPLY DEALER
Everything for the Stage
• CURTAINS • TRACKS • RIGGING • STAGE
LIGHTING • HOUSE DRAPERIES
GREAT WESTERN STAGE EQUIPT. CO.
1324 Grand KoMos City, Mbtourl
Carpets -Door Mats
Complete Instollotion Servic*—Fra* EstlmatM
R. D.MANN CARPET CO.
924-926 Wyandotte, VI. 2-1171, Konsaf CHy, Mo.
1800 Olive St., Garfield 1-2626, St. Louh, Me.
C-4 BOXOFFICE :: May 5, 1958

—
!
Now you can have
ICE AND
FROM ONE MACHINE • •
AND DOUBLE YOUR PROFITS TOO!
DOUBLE YOUR PROFITS with the New Scotsman combination
automatic ice machine and soft drink dispenser. It
actually puts profits back into the soft drink business .
eliminates unnecessary handling or purchasing of ice.
NOTHING BEATS ICE for merchandising drinks! Add
sparkle to your beverages with pure, quick-cooling Scotsman
crushed ice from the drink dispenser itself!
IT'S COMPACT .
small or large fountains. Installs at either front or back
counter.
Send jor Full Details Today!
. .
Mounts any combination of dispensing
heads you wish at convenient operating
height.
Cold water and carbonated water
faucets guarantee on ever ready supply
of cold and carbonated water.
Handy space for storage of holders.
Built-in drain tray for volume serving—
line up two or more glasses for each
dispenser head.
Makes and stores its own ice supply.
Ice storage opening at correct height
for maximum efficient operation with
dispensers.
Bulk storage compartment for storing
syrups, paper cups, etc.
Convenient on-and-ofF switch. Mokes it
possible to turn machine off over holiday
close-ups, etc. While in operation, machine
turns Itself on and off automatically.
Removable panels provide easy access
to ice machine and carbonator mechanism.
y^. / Rush new literature and
C^Ci-' complete details on the
Scotsman combination ice machine and
drink dispenser
rig^
Automatic Ice Machines
ADDRESS^
Offering the most complete line of Ice machines on the market,
SCOTSIVIAN in 1958 brings you 50 Golden Models to I
Super Cubers, Super Flakers, Super Bins,
choose from . . .
Combination Dispensers, etc. Your local SCOTSMAN ice
specialist can help you select the machine best suited to
your needs. Ask him today!
|
j
I
CITY.
NAME-
-STATEto:
Missouri Tlieatre Supply Co.— 115 Watt IStli St.,
Konsos City, Mo.
Distributed in Kansas and Western Missouri by
MISSOURI THEATRE SUPPLY CO.. 115 West 18th St.. Kansas City. Mo.
BOXOFFICE May 5, 1958 C-5

. . Hank
. . MPA
—
—
—
—
—
—
KANSAS CITY
I Continued from preceding news pnRei
Flag & Banner Company spent several days in
St. Louis and on the return journey stopped
In Columbia to visit with son Elliott and his
wife Beverly. Hechtman's business barometer
shows these titles running high in popularity:
Saddle the Wind, Teacher's Pet, The
Bridge on the River Kwai. Pai-is Holiday. The
Long, Hot Summer and Lafayett* EscadrlUe.
Chris Bean of Hollywood Servemaster will
be on hand in Booth C-245 at the National
Restaurant Show on Navy Pier in Chicago,
May 5-9. The display will include the new
Pop-Up Fri, the only patented automatic
French fryer on the market, and the Roto-
Grille which has several new features Just
being introduced to the trade. Among these
features is a new barbecue spit for chickens.
A move to collect admission for children
under 12 at drive-in theatres here, launched
several weeks ago by the Dickinson circuit,
has been abandoned at least for the time
being. Other drive-ins were expected to follow
the Dickin.son lead, but no others put it
into operation. Going it alone was not effecti\-e.
circuit officials said. The Shawnee
and Leawood drive-ins, where the policy was
tried, are first runs, but most other local
drive-ins are in the sub-run category—a factor
in the decision to follow the old policy.
^^^fflTTFm
CHICAGO
13 2 7 So.
W o b Q 1 h
NfW YOBK
630 Ninth
When you are in need of
A Special Announcement
TRAILER
Ym'II Be OeiiBhtid With Our
File Qoillty Airi Quicli Sarviet,
Ilf iVB-ln
WBirrams
THEATRICAL ADVERTISING CO.
2310 CASS AVE • DETROIT 1 MICH.
WPITEfOP SAMPLES-WO.171^8
The Crest and Riverside drive-ins, which have
Hn elastic policy, switching back and forth
from first to sub-run, had given no consideration
to the admission charge for children.
Commonwealth circuit officials said.
Kliss BoFK, WB manager, has been busy on
"The Left Handed Gun" which will have a
big saturation in the southwest, including the
Kansas City, Oklahoma City and Dallas territories
starting June 4. Some 125 bookings
already have been set in this territory, Borg
.^aid . . . Eric Green, 20th-Fox head booker,
reports "A Man Called Peter" is being brought
back in this territory. Woody Sherrill, 20th-
Fox sales manager, says exhibitors are giving
splendid support to the Morton Levy 40th
Anniversary drive, many booking solid 20th-
Fox playing time. The drive extends from
July 18 through August 30 . . . Ralph
Amacher. UA manager, went to Chicago for
a company sales meeting . . . Don Walker, WB
publicity man. spent a week of his vacation
in Pineville, Mo.
The latest change in the National Theatre
Supply offices is the "new" seafoam gi-een
floor. Actually, it's the old concrete floor
with a coat of Apoxic concrete paint—but it
looks brand new and adds a great deal of
light to the office . Wiggam, Heart
Drive-In Theatre manager, brought reinforcements
on a recent visit to the UA exchange
In the form of his huge and awe-inspiring
police dog—a maneuver to get a better
price break? . President Dick
Orear has called a meeting of all the board
of directors and committee members at
Regan's private dining room at 12:15 today
(51.
seruiinG
Eric Johnston to Speak
ST. LOUTS— Eric Johnston, president of the
Motion Picture Ass'n of America, will address
the St. Louis chapter of the American
Ass'n for the United Nations at its annual
dinner meeting in the Tiara room in the Park
Plaza Hotel here May 12. Johnston also is
chairman of President Eisenhower's International
Development Advisory Board.
Airer Opens Tenth Season
LA CROSSE, WIS.—James McKilllp, manager
of the Star-Lite Drive-In, featured Bozo
the clown and gifts for children and adults
as the theatre inaugurated its tenth anniversary
season.
U 2 years for $5 D
D Remiffonce Enclosed D Send Invoice
THEATRE
STREET ADDRESS
TOWN ZONE STATE
NAME
1 year for $3 3 yeors for $7
POSITION,.
fiO.^OfflC. THE NATIONAL FILM WEEKLY 52 issues a year
825 Van Brunt Blvd., Konsos City 24, Mo.
Nice Chicago Start
For 'Search' at 235
CHICAGO — While there were no flash
bulletins to announce outstanding grosses, it
was contended among the Loop theatres that
business maintained a nice level, particularly
since the film fare primarily comprised holdovers.
"Search for Paradise" got off to a nice
start and group business booked for the future
promises a fairly substantial upturn.
(Average Is 100)
Cornegic Miss Julie (Janus), 3rd wk 135
Chicago ^Pcyfon Plocc (20th-Fox), 8th wk 195
Esquire Desire Under the Elms (Pora) 1 75
Gorrick Snow White (BV), reissue, 5th wk 170
Loop Merry Andrew (M(3M), 3rd wk 175
McVickers South Pacific (Mogno), 4th wk 315
Monroe Return o» Droculo (UA), Flome Borrier
lUA) 160
Orientol The Long, Hot Summer (20th-Fox),
4th wk
I 90
Palace Search for Paradise (Cinerama) 235
Roosevelt The Young Lions (20th-Fox), 3rd wk. 200
State Loke The Bridge on the River Kwai (Col),
6th wk 210
Surf Nights of Cobirio (Lopert), 3rd wk ! 1 30
Todd's Cinestage Around the World in 80 Days
(UA), 55th wk 295
United Artists Run Silent, Run Deep (UA), 5th
wk 185
World Ployhouse Smiles of o Summer Night
(Ronk), 2nd wk 1 80
"Paris
Holiday' Brightens
Poor Kansas Cit'y Week
KANSAS CITY—Only two bright patches
appeared in an otherwise gloom-laden week
here— the opening of "Search for Paradise,"
fourth Cinerama attraction, which did wonderfully
well, and "Paris Holiday," which
opened strong at the Roxy. Otherwise, least
said soonest mended.
Glen, Dickinson and Shawnee and Leowood
drive-ins Ride Out for Revenge (UA); Steel
Boyonet (UA) 100
Kimo And God Created Woman (Kingsley)
12th wk 100
Midland Merry Andrew (MGM); The World Was
His Jury (Col) 85
Missouri Seorch for Paradise (Cinerama) 300
Paramount Chase a Crooked Shadow (WB).... 85
Tower, Fairway and Granada The Female
Animal (U-l), Damn Citizen! (U-l) 75
Uptown The Young Lions (20th-Fox), 4th wk. 90
"South Pacific' 250 Opening
Heralds Long Indianapolis Stay
INDIANAPOLIS — A successful Indiana
opening launched "South Pacific" on what is
expected to be a long run at the Lyric.
"Teacher's Pet," at the Circle, and "The Long,
Hot Summer," at Keith's, also opened big and
appeared headed for extra playing time.
Circle Teocher's Pet (Para)
Esquire And God Created Woman (Kingsley),
200
I 6th wk 80
Indiana Motorcycle Gang (AlP); Sorority Girl
(AlP) 90
Keith's The Long, Hot Summer (20th-Fox) . . . . 1 75
Loew's Merry Andrew (MGM); The Safecracker
(MGM) 85
South Pocific (Magna) 250
Lyric
Don Mott New Assistant
To Maurice J. DeSwert
INDIANAPOLIS—Don Mott has been ap-
{Xjinted assistant manager of the Indiana
Theatre of the Greater Indianapolis Amusement
Co., according to Maurice J. DeSwert,
manager of the Indiana.
Mott, 22, has been associated with the Esquire
Theatre and the Shadeland Drive-In,
He has served as promotion director for
WAJC and studied radio and television at
Butler University. He recently returned from
active duty tour with the Air Force Reserve.
C-6 BOXOFFICE May 5, 1958

I
!
THEATRE
!
each
. . . Kenneth
. . Al
. . Joe
. . Milton
. . Harry
. . Ben
. . Harry
. . Mrs.
. . Fred
RESEARCH
for
BUREAU
^MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
Gentlemen:
5-5-58
Please enroll us in your RESEARCH BUREAU
to receive information regularly, as released, on
the follov/ing subjects for Theatre Planning:
n Acoustics
Lighting Fixtures
n Air Conditioning Plumbing Fixtures
n Architectural Service Q Projectors
n
n "Black" Lighting [-|
D Building Material
LJ Carpets
n Coin Machines
Complete Remodeling -^
Decorating
D Drink Dispensers
Drive-In Equipment
D Other Subjects
Theatre
lJ
D
D
Projection Lamps
Seating
Signs and Marquees
Sound Equipment
Television
Theatre Fronts
Vending Equipment
CHICAGO
Mat King Cole, here a day to pluH "SI.
Loui.s Blue.s," had a busy schedule with
visits to the di.sc jockeys and appearances on
TV shows. From here he went to Washington
to meet his wife Marie . Katz,
Universal pre.ss chief, was in New York for
home office conferences . Belman,
head of Midwest Poster Co., went to Omaha
for a visit with his mother.
"Another Time, Another Place" is scheduled
to follow "Desire Under the Elms" at the
Esquire. The "Elms" censorship litigation
was reported to have hurt at the boxoffice.
The theatre is popular with young adults and
college groups and these usually steady patrons
were not allowed in the Esquire during
the "Desire Under the Elms" run. The Chicago
critics denied the obscene implication
placed on the film by the police censor board.
"Teacher's Pet" attendance at the Woods
Theatre has bolstered the opinion that personal
appearances of major personalities
boost business at the boxoffice. The "Pet"
visitors were Clark Gable and Doris Day . . .
Gus Marches! of the Marches! circuit was on
Irving Mack flew to New York
FUmi'ow . . .
to check interests there.
Sam Gorelick, head of Rank Film Distributors
in this area, returned from Milwaukee
Hargreaves, Rank president,
and Manager Sam Gorelick, St. Louis, visited
situations in Minneapolis, Milwaukee and
Chicago . Raymer, general manager for
the Schoenstadt circuit, is going to miss his
father, mother and brother, who left May 1,
to become Miami Beach residents. Brother M.
M. Raymer has been chief deputy recorder
for Cook County for over 30 years . . . MGM
publicist Norman Pyle is already deeply
engrossed in fanfare plans for the opening
of "Gigi" at the Woods Theatre July 1 . . .
Sally Nagel, MGM head booker, has moved
into a new apartment.
Herb Wheeler of Stanley Warner Theatres
vacationed in Florida . . . Abbott Theatre
Equipment Co. installed a pair of new RCA
Brenkert projectors in Sylvan Goldfinger's
Loop Theatre . Bluemenfeld of MGM
is enjoying a three-week vacation at Miami
Beach.
Ira Kutok is returning to Bethany Methodist
Hospital for another session in connection
with a hip injury. Kutok made an
amazing recovery following an automobile
accident some two years ago but the hip has
been a constant source of pain and trouble.
.
age the western territory in addition to the
midwestern area he has handled during his
14 months with the company .
Adele
Wolk of Edward H. Wolk, Inc., attended the
Variety convention in London. She will tour
various European countries for the next
three months . Blumenthal has returned
to Michael Reece Ho.spital . . . The
Variety Club of Illinois Is presenting Its
Mother's Day party Saturday (10). Francois
Pope, whose famous cuisine is known
coast-to-coast, is chairman. Nat Nathan.son
of Allied Artists is co-chairman
Helman of United Artists,
.
recently
. Morris
ho.spitalized
in Plymouth, Ind., because of an automobile
accident, is back on the job, but is
finding that moving about is painful.
Bob Hope took time out from a hectic
opening at the Oriental of "Paris Holiday"
to film an appeal for the Variety Club on
behalf of LaRabida Sanitarium. The filming
was done with a Filmack crew .
A.
Niles Film Productions will conduct a film
seminar May 5-9. A similar seminar was held
at the Niles studios last year, drawing a total
audience of 800 person involved in film production.
Lawrence Goodwin Dies
KANSAS CITY — Services for Lawrence
Merry Goodwin, 56, formerly of Kansas City,
were held at St. Paul's Episcopal Church here
Tuesday (29). Goodwin died Saturday of a
heart attack. He had been Detroit resident
vice-president of United Film Service since
1945. Goodwin was a native of Kansas City.
Burial was in Mount Washington cemetery.
W. Hardy Hendren, president of United Film
Service, was one of the pallbearers.
CANDY-POPCORN
SEASONING — BOXES — BAGS
For Theatres and Drive-ins
— SEND FOR —
NEW LOW PRICE LIST
Distributors For
LORRAINE
CARBONS
(ASSIGN ORANGE
Freight Paid en Ordtra of $100.00 or Mora
KAYLINE CANDY CO.
1220 S. Michigan Chicago 5, III.
Seating Capacity.,
Address
City
State
Signed ....
Postage-paid reply cards for your further conveaience
in obtaining information are provided in The MODERN
Section, published with the first issue of
month.
Producers of "God's Little Acre" agreed to
make several cuts and got a Legion of Decency
"B" rating. The picture opens at the
United Artists Theatre May 15. Author Erskine
Caldwell arrived here Monday (5) to
talk about the film and the censorship involved,
and Tina Louise of the picture is to
arrive Wednesday . Rackmil, president
of U-I Studios and Decca Records, conferred
with the local staff . . . S. I. Hutchinson
arrived here to take over the management
of the Pantheon Theatre. He was formerly
an exhibitor in Boston and Kansas
City.
Kermit Russell of DCA is receiving congratulations
on his promotion as western sales
manager. He will headquarter here and man-
RCA SERVICE COMPANY, INC.
1315 So. Wabash Avenue
Chicago S, Illinois WAbosh 2-0679
theSstre equipment
442 N. ILLINOIS ST., INDIANAPOLIS, INO.
"Everything for the Theatre"
BOXOFFICE May 5, 1958 C-7

Minier, IIL, Keeps Its Theatre Going,
Thanks to Cafe Man, Other Leaders
MINIB:R. ill— This Tazewell County town
of 800 persons wouldn't let its motion picture
theatre die— television or no television.
Jean BeMent, who operates a restaurant
here, offered proof.
He also is the unpaid manager of Minier's
only theatre. The movie house— it's called
the Minier—closed in 1956. unable to stand
the competition of the magic boxes which
moved entertainment into the living room.
Sixteen months ago BeMent and more than
20 other Minier business leaders decided
they couldn't let the community be without
a movie. And since it was BeMenfs idea, he
was assigned the manager's job. He still has
it. a somewhat wiser man than when he
started.
The theatre has survived thus far. and
now screens its films on Saturday nights and
Sunday afternoons. It wasn't able to manage
the six-day-a-week program attempted at
first.
BeMent and the other community leaders
formed the Minier Community Theatre, Inc.,
and each put up $25 to get it started. After
the idea caught on, more money came in from
a number of other citizens who didn't want
to see the town's only movie die. The theatre
still has a small loss on its operations.
"We set our sights too high at first," Be-
Ment said. "None of us knew anything about
rurming a theatre. The programming was one
of the hardest things to figure."
When the community project got started
BeMent attempted to show films aimed at
.specified age groups—adult movie.s. children's
movies and so on.
"Now we stick to family type picturesmovies
everyone likes to see," he said.
In recent weeks 'Cinderella" was probably
the most popular. The family audiences also
liked a film starring Hvis Presley.
BeMent al.so has learned quite a bit about
quibbling over film rental prices. The rental
fees can be reduced with good arguments.
"I told them our life was at stake, and
they've gone along with us," he .said, referring
to film salesmen.
A projectionist, a ticket gii-1 and two high
school students are tJie only employes. They
are paid modestly. The theatre building owner
cooperates by renting the premises for what
its taxes and maintenance add up to.
Movie prices are 25 cents for children and
50 cents for adults. A good weekend draws
at)0ut 500 patrons.
"I'm the cheapest babysitter in town," Be-
Ment said. "I keep them from 1 :30 to 4 o'-
clock for a quarter."
John DeLand Is Manager
LOGANSPORT, IND.—John DeLand has
assumed the duties of manager of the Times
Theatre here from John Crum, who has been
in the post the last six months.
Many New Uses Planned
For Indianapolis House
INDIANAPOLIS — "Hie Indiana Theatre,
the city's largest film house, and the building
of which it is a part will be used for conventions
and similar purposes starting next fall
without abandoning the motion picture policy.
The announcement was made jointly
by Dale McFarland, general manager of the
Greater Indiana|X)lis Amusement Co., which
operates the house, and Leo M. Rappaport,
president of the Circle Theatre Co.. which
owns it.
The roof ballroom, which occupies the fifth
floor and accommodates 2.500 guests at banquet.s,
also will be involved. Plans call for converting
the bowling alleys in the basement
of the building into 25.000 square feet of exposition
space. The theatre, which has closed
circuit television equipment, will be available
for concerts, lectures and legitimate stage
events as well as for conventions, McFarland
said. They will be coordinated with the
theatre's regular film engagements.
Plans for the city and county to build a
civic auditorium jointly have been stymied
by legal difficulties that depend on a further
enabling act by the legislature. Availability
of the Indiana Theatre Building is expected
take up the slack by making further con-
to
vention facilities available immediately.
'80 Days' at Anderson
ANDERSON, IND. — Following renovation
and re-equipping, the Riviera Theatre here
was reopened by Alliance Theatre Corp. for
showing of "Around the World in 80 Days."
If It's Good Promotion
someone
BOXOFFICE
will
report it in • • • •
/" Fresh from the scenes of the activities each "week come constant "^
reports of merchandising of films. Most of these are ideas vou
can use for -your o-wn promotion. All of them are interesting and
most of them are profitable in other similar circumstances.
Make
full use of these practical ideas hy practical sho"wmen, man'y of
whom 'you ma'y know.
Motion pictures lend themselves ideall'y to good advertising. The public interest is
high.
Capitalize on the interest that already exists and increase your attendance
'with proved ideas.
C-8 BOXOFFICE :: May 5, 1958

Alabama-Georgia Assns
Meet in Atlanta May 20
ATLANTA—The oft'iceis and directors of
the Alabama Theatres Ass'n and Motion Picture
Theatre Owners & Operators of Georgia,
at a meeting here, decided to hold their joint
annual convention, but It will be an abbreviated,
strictly business "dividend convention."
so-called because the cost of the
convention will be borne out of the treasuries
of the two organizations. Tliere will be no
registration fees required of the members.
The gathering will be held Tuesday and
Wednesday, May 20. 21. at the Dinkier Plaza
Hotel here.
In keeping with the necessity of bringing
the greatest amount of information and assistance
to exhibitors in the shortest time
possible, the program will be streamlined and
stripped for action. Opening with a luncheon
on Tuesday, at 12;30 p.m.. hosted by the
Nehi Coi-p.. the meeting will immediately
slip into high gear. To be heard in the afterflorida's
FIRST Supply House
NEW ADDRESS . . .
206 MEMORIAL HIGHWAY
TAMPA, FLORIDA
NEW PHONE . . . 8-5189
NEW CONVENIENT PARKING
for Our Customers
Visit us at our new building
UNITED THEATRE SUPPLY CORP.
206 Memorial Highway
lompo, Florida Phone 8-S189
Moil Address: Box J75, Tampo 1, Flo.
I
Sno Cone Machines
Popcorn Machines
Hot Dog Machines
ALSO
Complete Line of Concession Supplies
THE QUEEN FEATURE SERVICE,
Inc.
Complete Theatre & Drive-ln Equipment
& Supplies
1912-1/2 Morris Avenue Phone ALpin« 1-8665
Birmingham 3, Alobamo
wograms
THEATRICAL ADVERTISING CO.
2310 CaSS AVE. • DETROIT I MICH.
WRITE FOR SAMPLESWO.1 11^8
noon se.s,sion will be Ernest Stelling.s. pre.sicient
of TOA.
Al.'-o on the afternoon agenda will be que.stion
and answer forums, a panel di.scus.sion,
report.s on product and outlook and the annual
reports of officers and directors and
election of officers. Thus, an even more comprehensive
agenda will have been presented
in one afternoon than thai formerly requiring-
the batter part of two days
The two organizations have booked Sindlinger
& Co.'s Ticket-selling workshop for
all of Wednesday (21). This, too, will be free
to the member-ship. Nonmembers are welcomed
but they will pay the standard fee of
$15, which will include the luncheon on Wednesday,
to be hosted by Coca-Cola. Exhibitors
from all the southeastern states have been
invited to avail themselves of this opportunity
to attend the work.'ihop.
The Tuesday luncheon and afternoon meeting
will be a "dividend," absolutely free, to
all. including nonmember exhibitors.
JohnB.DumestreDies;
Equipment Firm Head
ATLANTA—Funeral services were held
Tuesday i22) at the St. Thomas More Church
for John B. "Jack" Dumestre, president of
Southeastern Theatre Equipment Co., who
died Sunday night (20) here. Msgr. Thomas
I. Sheehan officiated and entombment was in
Westview Abbey.
Dumestre had long been a leader on Filmrow
in Atlanta and New Orleans, belonging
to the Variety Club and taking an active
part in Mardi Gras affaii-s in the Louisiana
city. He was a native of Gretna. La.
Dumestre started his industry career in
Louisiana with Pathe. following up as a territory
representative for RCA, then came to
Atlanta to open the equipment firm. He established
branch offices for the equipment
firm in New Orleans, Charlotte and Jacksonville.
MEMPHIS „
. . C. N. Eudy,
P"rank Cianoiola of Memphis has purchased
the Grove Theatre at Holly Grove, Ark.,
from Mrs. George Young .
Ackerman. Ackerman: Mrs. Henley Smith,
Skylark Drive-In, Clarksdale. and Lawrence
Foley, Palace, Tunica, were among visiting
Mississippi exhibitors . . E. L. Boggs, Joy,
.
Havti, Mo., was in town.
. . .
From Tennessee came N. B. Fair. Fair.
Somerville; W. F. Ruffin jr.. Ruff in Amusements
Co.. Covington; Robert Lax. Skj-vue
Drive-In. Paris: Guy Amis. Pi-incess, Lexington,
and Amelia Ellis. Ellis Drive-In. Millington
. . . J. C. Tunstill. United Theatres Coi-p-.
announced that the Ark-Air- Drive-In, Clarendon.
Ark., and Dixie Drive-In, Hope. Axk..
Rockwood
were open for the season
Amusement Co. opened the Skyway Drive-In.
Humboldt, and the Carroll. Huntingdon.
ROSKELLEY IS
After illness,
BACK!
the 'Old
Hot Dog Barker" is
with FINEST TAPES
back
Same Quality! Same Price!
LESS
THAN
$'
1
PER NIGHT
FOR
*'KNOW-HOW''
Personalized
TAPE
RECORDED
PROGRAMS
to
bcLL concessions
before the show and
during intermission.
Expertly produced by a former
CBS announcer-producer, who
has been a guest panelist at
MGM Ticket Selling Workshops—we
know that our programs
will sell concessions.
Exnertly done to sound—and
they sound as though the announcer
were present in your
own projection booth.
Expertly tailored to your theatre's
needs, or to each theatre
in
your group.
Expertly being done currently
for theatres in 14 States.
The cost! Yes, less than a
dollar a night—S6.50 per week
—for a complete new recorded
program each week.
send us make and model
lust
of your recorder and complete
details of your theatre. We'll
produce for you tape recorded
programs that will SELL your
concessions.
"Have Tapes
Will
Mail
Everywhere."
^ EDWARD L.
KOSKELLEY producer
Box 2228
Custom-Made Tape Recordings
Phone EMerson 6-2802
Odessa, Texas.
"The HOT DOG BARKER"
BOXOFFICE :: May 5, 1958 SE-1

. RIGHT
. . . Leo
. .
Sympathy
. . Out-of-town
. . Don
. . John
Wf IV
ORLEANS
Uollywood celebrities here to participHte in
prc.show activities for "South Pacific" at
the Panorama Theatre included Frances
Nuyen, French-Chinese actress who plays the
role of a native Rtrl In the film; Linda Darnell
and her husband, Robert Robertson;
BUSINESS
OFF?
B receipts show the results, but never
the CAUSE! Frequently, it's merely o
matter ot improved seating comfort that
spells the difference Check your seots.
Moybe it'll take only a bit of repairing,
replacing some parts or some torn coverings.
No matter how small, we do every
job thoroughly, quickly ond very economically.
Not an hour of show time will
be lost And you hove everything to
gain by asking for our ideas and estimate
NOW!
WRITE, WIRE or PHONE ALPINE S-8459
Manufacturers
Foam Rubber &
Spnr>g Cushiora
bock and
covers.
Distributars
:|::;i:j Uptiolstery fabrics
:^§;S ond general seating
supplies.
Maureen O'Hara and Cleo Moore. The premiere
was at 8 pjn. Tuesday. April 29, with
tickets costing $10 each. Proceeds were for
the benefit of Boys Towns of Italy. Miss
Darnell's appearance here was prompted by
her Interest in the national humanitarian
program for the underprivileged boys of Italy.
New Filmrow babies: Daniel Anderson
Bevelo. second son and third child of Andy
and Maxinc Bevelo. born April 19; father
books for E:xhibltors' Cooperative Service . . .
A son for the Freddie Felger household, the
first boy and fourth child; father is head
shipper for Harold F. Cohen Enterprises.
Judson Moses, MGM, was here to promote
the Friday (2) opening of "Saddle the Wind"
at Loew''s State exhibitors
.
on Filmrow were Tom Watson, EUisville,
Miss.; Ed Jenner, Laurel, Miss.; E. Couch,
Gulf, Pensacola, Fla., and George Wiltse,
Dallas, owner of the St. Bernard Drive-In.
.'\rabi, accompanied by his manager, Robert
Ricouard .
is extended to C. C.
and Henry Meyers, Biloxi, Miss., on the death
of their brother. He was associated with them
in operation of their theatres.
Betty Moore, Richard Center and co-editor
of the WOMPI Whoopee, was honored Friday
night, April 25. by co-workers and friends
at a surprise bridal shower buffet supper at
the home of Jane Ellen Moriarity . . . William
Murphy jr., manager of the Southeastern
Equipment Co., planed to Atlanta for the
funeral of his uncle. John B. "Jack" Dumestre
Seicshnaydre. manager of Republic
Pictures, was on a week's business trek in
northern Louisiana. Republic salesman Bill
Thomas returned from a two weeks trip
through Mississippi.
. . Charley
AI Silvers of the Film Inspection shipping
department was vacationing leisurely at
home, with several fishing trips planned to
nearby lakes and bayous . Yarborough,
20th-Fox publicity representative, was here
from his home base in Atlanta to confer with
local manager William Briant
Jones is one of two bookers
.
slated to come
here from Warner Bros, booking department
at Memphis. The exchange there is being
Barney Woolner of Warner Bros.
closed . . .
Pictures returned to Hollywood after a brief
stay here. His big present in productions is
a series of television pictures.
Xong Summer' Draws
Big 150 in Memphis
MEMPHIS—Two local first runs had better
than average attendance for the week.
All others hit average.
(Average Is 100)
Maico—The Long, Hot Summer (20th-Fox)
3rd wk 150
Palace—Run Silent, Run Deep (UA), 3rd wk 100
State—Touch of Evil (U-l) 100
Strond—St. Louis Blues (Para) 100
Warner—The Bridge on the River Kwoi
(Col), 4th wk
1 20
CHARLOTTE
niice Craver, Universal, was elected president
of the WOMPI Club at the Delmonico
restaurant. Others elected: Betty Beatty,
MGM, fir.st vice-president; Mildred Hoover,
Paramount, second vice-president; Mack
Wess. Allied Artists, treasurer; Viola Wlster,
Howeo, corresponding secretary, and Jo Williams,
Standard, recording secretary. Irene
Monahan, Howco; Mildred Warren. Fox. and
Nancy Wise. United Artists, were elected to
serve two years on the board of directors.
Nancy Wilson, MGM, presided at the meeting,
Rebecca Miller, NSS. was guessed to be
WOMPI OF THE MONTH by Hazel Miller
of Universal.
Effective Sunday, April 27, C. E. Myers took
over operation of the Meyers Theatre, Ayden.
previously operated by Stewart-Everett Theatres
. . . Bill Harris, son of Mack Harris,
Center Theatre. Maiden, has been released
from a Charlotte hospital and is recuperating
at home from injuries received in an
automobile accident . W. Giddens jr.
took over operation of the Circle G Drive-In,
Burlington, April 11. Mr. and Mrs. Giddens
were in town conferring with the Charlotte
Booking Service.
Tommy Shaw of Charlotte Booking Service
became father of a fourth child, named
Jim Wallace of the
Bennie Thomas jr. . . .
Sky-Vue Drive-In. Sumter, S. C, is now doing
his own booking and buying.
SERVICE
and
COU RTESY
for over 20 years
OUR WATCH WORD
•CENTURY t',n^S:i STRONG ^^^-^ps
CONCESSION EQUIPMENT AND SUPPLIES
STANDARD THEATRE SUPPLY CO.
215 E. Washington
GREENSBORO, N. C.
T. E. Lucy
219 So. Ctiurcli St.
CHARLOTTE, N. C.
JoruUMM'

When you're providing "good times" for your customers,
include the good taste of Dr Pepper! It's
just plain good business
to heighten their enjoyment by making available the pure, distinctive
flavor that has helped make friends for theater operators for more than
70 years. Dr Pepper is repeat trade .
. .
a product in demand every month in the
year ... by brand name . . . because there
just isn't a substitute for Dr Pepper. If you
haven't added the plus value of Dr Pepper
in your theater or snack bar, try it ... if you
already have Dr Pepper, feature it!
^vPepfiCi
DrPepifer
fiostj^rasin^frosf^l
© Dr Pepper Company 1958
BOXOFTICE :: May 5, 1958 SE-3

ATLANTA
F, has taken
HoUey. operator of the
•Pony Lombardo of Harriman, Tenn. has
taken over and reopened
Dunnway
the Fox at
Kingston. Tenn. .
over the Rex at
. . C.
Alexander City. Ala., from
J. L. Denny . . . J. R.
drive-In at Wetunipka, Ala., has changed the
name from Encore to Dixie Drive-In .
Robert Rainey. son of UA cashier Beatrice
Finch, recently won the Southside Safe Driving
Road-E-O. This was a contest designated
to test the skill, alertness and attitude of
younR drivers. Twenty-four students from
four Atlanta high schools competed. Robert
received an engraved plaque.
Two cancer films, sponsored jointly by the
auxiliary of the Fulton County Medical Society
and local units of the American Cancer
Society, were shown Thursday ilt at the
following theatres: Empire. Peachtree Art.
East Point. E>ecatur. Gordon. Buckhead,
Plaza. Glenn and Madison. Negro theatres
showing the films were the Ritz. Ashby and
Royal. A physician was present at each theatre
to answer questions. The theatres were
flLfH
BOOHIOG OfflCt
Experience — Industry — Integrity
ALBERT E. ROOK
160 Walton st. n.w. etRV>nt.'^-
P.O. box 1422
atlanta, ga.
*
^Itl^l^'
'"
NOW with TWO convenient locations for
6l
BETTER than EVER service to you
DIXIE
theatre service
supply company
YOUR BALLANTYNE DEALER
1010 North Slappey Drive 95 Walton Street. N.W.
P.O. Box 771
P.O. Box gSS
Albany. Georoia
Atlanta. Georoia
Phone: HEmlock 2-2846 Phone: WAInut «1S
COMPLETE THEATRE EQUIPMENT 4 SUPPLIES
Prompt. Courteous Service 'Round the Clock

$175,000 Fire Ruins
Ardmore Tivoli
ARDMORE, OKLA. — Fire engulfed the
Tivoli Theatre in the center of Ardmore's
business district early Saturday, resulting in
a loss estimated at $175,000. No cause of the
fire was determined.
The entire Ardmore fire department and
three trucks from the Ardmore Air Force base
were called into action to confine the blaze
to the theatre. Additional loss resulted from
smoke and water damage to Eden's restaurant
and Campbell's clothiers, in adjoining buildings.
A barber shop, in the theatre building,
was also lost.
The fire was discovered by a city patrolman
in a cruiser who called the fire department
at 6:10 a.m.
The theatre building was owned by L. T.
Love, and a partner, who lives in Arkansas.
Love estimated loss to the building at $125,000.
Allen B. Dean, manager of the Video Independent
Theatre, estimated loss to fixtures
and equipment at $50,000. The theatre was
currently showing "The Bridge on the River
Kwai."
Wideman Back Home
Tro'y
PONCA CITY. OKLA.—Troy Wideman, for
many years projectionist at the Poncan Theatre,
is back home after an operation at
Temple, Tex. He expects to be back on the
job in about two months.
• PRACTICAL

. . Erskine
. . Douglas
DALLAS
The five-day heavy rains which hit north
central Texas, Including Dallas and Port
Wortii. last week put a crimp In drive-In attendance,
particularly. On Saturday i26i
three and one-half inches of rain deluRod
the city and blocked traffic on a number of
streets. On Tuesday, another storm before
noon, which included heavy rain, hail and
60-mile-an-hour winds, caused havoc among
commercial firms, but no drive-ins reported
blowdowns and all were in operation during
the siege of rain and a pair of tornado
alerts. Of course, business was away off. but
no ozoner had to close. Even Robert Hartgrove's
Twin Hiways Drive-In, on the Port
Worth highway, was able to continue nightly
YIlilLl)?
JIM-BO'S CHILI
more tummies
Fill
from the same can with
HOT DOG SAUCE!
Because it's thick and meaty, without beinR
chunky, you get a better yield from every
can of delicious Jim-Bo's Chili Hot Dog
Sauce! That means more profits for you at
less cost!
Lay in your supply of Jim-Bo's today! Get
quality meat, that won't run and cause
messiness, at one half the cost of ordinary
chili. Of course. Federally inspected. Order
today from distributors listed below. Availablein
following sizes. 24/1') ounce and 6/10
(6 pounds, 8 ounces per can).
Alamo Concession Supply Company
Associated Popcorn Distributors
Cohen Candy Company
Houston Popcorn & Supply Company
San Antonio
Dallas and Houston
Dallas
Houston
Corpus Christ! Concession Supply Company Corpus Christ!
Logan Concession Supply Company
Tulsa
Modern Sales & Service Company Dallas
Panhandle Popcorn Company
Plainvlew
H. G. Townsend Company Shreveport
SW-2
ATCO FOOD COMPANY
2921 Commerce
• Dallas
showings, though the area was water-covered.
The Corral Drlve-ln at Breckenrldge,
owned by Bill Creagh, suffered a blowdown
of it,s 55-foot higli screen and other damage
when a windstorm and rain hit the west
Texas city early Sunday (20i. Smashed were
three cabins that were used for storage space.
A fourth cabin, housing brother John
Creagh. his wife and two children. al.so was
struck by the storm, but fortunately all occupants
were safe. The severe damage was
shown in a three-column picture on the
front page of the Breckenrldge daily paijer,
abetted by a two-column story. Tlie Corral
had been open since June 1949. Creagh purchased
the Tiail Drive-In, also in Breckenrldge.
in 1954. but it isn't being operated and
Creagh said he wouldn't reopen it while the
Corral is being rebuilt.
. . .
Fred Beiersdorf, manager for DCA here,
was back at his office after a hospital stay
Andy Sisk. booker, is "sweating" the
Southwest Conference baseball race, since
his son Billy is a pitcher on the Texas Tech
College team at Lubbock .
Pairbanks
jr.. producer, and Anne Baxter, star of
"Chase a Crooked Shadow," appeared at the
Palace Friday i25), where the film is playing
. . Cinerama's "Search for Paradise,"
.
now in five weekend showings only at the
midtown Melba, is due to close May 18 . . .
Mr. and Mrs. Herman Beiersdorf, on a
three-week vacation, have been in Acapulco,
Mexico, and are now in Los Angeles. He's
with Empire Pictures here.
Bob Hope and local girl Martha Hyer, starring
In Hope's latest picture. "Paris Holiday,"
made a 45-mmute stage appearance at the
Palace Friday night, to assist a special charity
benefit showing of the film for the Boys
Camp sponsored by the Salesmanship Club.
Miss Hyer. daughter of Judge Julien C. Hyer,
came in earlier in the week for a visit with
her parents. On Thursday she spent an hour
in the Palace boxoffice, selling tickets to
the charity show.
Al Hughes, United Artists booker, and a
playwright in his spare time, will have his
one-act comedy, "The Wildest Woe," staged
by an acting group, the Entertainers, at the
USO buildings in this area and also at the
Veterans hospitals in Dallas, McKinney and
Waco .
Caldwell, the author, and
Tina Louise, the star of "God's Little Acre,"
will visit here May 6, 7 for a round of interviews
heralding the film, which will open at
the Palace May 22.
Wayne Long Suit Against
Frontier Is Dismissed
EL PASO—The United States district court
has dismissed an antitrust action brought by
Wayne Long against Frontier Theatres. The
action came on a motion to dismiss the case
and was heard by Judge R. E. Thomason.
Long entered a complaint of over-bidding by
Frontier Theatres, thereby depriving his theatres
of important product.
The court held that there was no conspiracy,
and there could be none between a
corporation and its officers and employes in
performance of their ordinary task. There
was, therefore, Judge Thomason said, no
violation of the Sherman Act, even if high
bidding was involved. The motion picture
distributors were not named as defendants.
SAN ANTONIO
. . . Maurice
T awrence Bernard, former Interstate employe.
Is undergoing treatment at Brooke
General Army Hospital at Fort Sam Houston.
Lawrence was treasurer at the State Theatre
for many years. He is now employed at
Perry-Shankle Distributors, distributor of
RCA radios and television
Gleaves. also a former Interstate theatres
manager, is now manager of a new Don &
Ben's liquor store. Maurice formerly was
manager of the Texas Theatre.
. . . Lt. Harris, a
Raymond Rodriguez, former chief of service
at the Majestic Theatre, is home on leave
from the Navy prior to leaving
WUliam
for his next
station in Alaska
graduate of Trinity University and once a
big help to Interstate theatres on college
activities and tieups, was in town for a short
visit. Harris, with the Army Motion Picture
Service of the Signal Corps, is stationed in
New York and his duties are supervising
filming of training films for all branches of
the service. He hopes to enter theatre advertising
and public relations work when he
completes his Army tour.
The Aztec Theatre will show "The Bolshoi
Ballet" for one performance only May 7 at
8:30 p.m.. with all seats reserved.
Kevin Genther, Warner Bros, press agent,
was in town arranging for the personal appearances
of Anne Baxter and Douglas Fairbanks
Jr., at the Aztec Theatre. The press
and radio met Miss Baxter and Fairbanks
at a special breakfast at the Menger Hotel . . .
Eric Brendler. manager of the Broadway
Theatre, is offering free bus transportation
for the showing of "Peyton Place." The local
transit company has a large open-air party
bus and this was used during the Fiesta
celebration. It cruised up and down main
streets three hours before the big parade,
ballyhooing the attraction and picking up
customers for "Peyton Place."
Count on
CHICAGO
13 2 7 So.
W a b a ih
NfW YORK
630 Ninth
A V • n u
When you ore in need of.
Announcement'
A Special
TRAILER
Yoa'tl B« DallEhM Wllh Our
Fine Quality And Quick
POSTERS - MATS
No Contract Necessary
Servict.
DUNCAN POSTER and MAT SERVICE
B. D. DUNCAN
Mot/on Picture Adreriising
2029

OKLAHOMA CITY
p B. "Red" Leathers, who owns and operates
two theatres and one drive-in in Paducah,
Tex., was a recent patient for a checkup
at Mayo's in Rochester, Minn. Red said
the doctors told him that he has nothing to
worry about. Red says he may not open his
drive-in until fall, depending on crop conditions.
Wheat never looked better, and the
land is in fine shape for a big cotton crop
next fall . . . Richard L. Griffith & Co.,
Tulia. Tex., were to reopen the Tulia Drlve-
In last week. They will close the Royal for
extensive remodeling and renovation, including
a complete repainting job, both inside
and out. a new marquee, up-to-date lighting
and sign effects.
Watt Long and his manager, Raymond Patton,
of Hollis, Okla.. are renovating and
painting the Hollis Drive-In, which will open
between May 15 and June 1, depending upon
the weather. Much work al.so will be done
on the Lavista Theatre, which may be closed
for some time while the drive-in is operating.
Mrs. Long is ill and has been confined
to her home for several months, and Long
does not venture far from home.
R. Tom Lewis, who operates the Max Theatre,
Cherokee, has finally taken up fishing.
Tom, who weighs about 250 pounds, says that
if he can get a fishing line strong enough to
hold a small whale, he feels that he has the
courage and strength to try and pull him out
of the water. He is now assembling his fishing
tackle. It is said that in order to be a
good fisherman, one must have at least 57
different pieces of tackle. Prom the looks of
what Tom bought, he's going to be a good
a good number
to call -
RE 6-8691
THEATRE SUPPLIES
THEATRE EQUIPMENT
CONCESSION SUPPLIES
FULLY EQUIPPED
REPAIR DEPT.
"Your Complete ^^,0^
Bquipment House'
OKLAHOMA THEATRE SUPPLY CO.
628 West Grand Ave.
Oklahoma City 2, Okla.
DISCOUNT PUNCH CARDS
Increases Box Office and Concession Business.
Reasonable payout & Cost.
Get our deal.
THEATRE ENTERPRISES
85 Van Broom St., Pittsburgh 19, Po.
fisherman. His main fishing .spot will be the
Great Salt Plaiiis Lake Just a few miles east
of Cherokee.
Mrs. Tom McKean, wife of the Paramount
salesman, flew to Pittsburgh, Pa., Friday
(18) to visit her new grandson Tom McKean
III. The father is Tom McKean Jr. The local
McKeans have two granddaughters and this
is the first grandson. It is said here that the
excess baggage cost on the plane was unusually
high, due to all the presents and trinkets
that the McKeans had been buying for
the new arrival. Tom, in his wife's absence,
spent Saturday and Sunday fishing on Lake
Lawtonka, near Lawton, Okla. He reports
a fine catch of fi.sh.
Exhibitors recently seen on Filmrow were
Virby Conley, Ellis and Ranger Drive-In,
Perryton, Tex.; Lay ton Carter, Seminole,
Seminole; Clint Applewhite, Liberty, Carnegie;
John Sanders, Melba and Cleveland
Drive-In, Cleveland: W. E. Gamer, Madlll
Drive-In, Madill, opened on April 20; W. T.
Kerr, Arbuckle Drive-In. Sulphur; H. D. Cox,
Caddo, Binger: B. J. McKenna Jr., Oklahoma,
Norman; H. T. Bums, Opera House, Apache,
and V. E. Hamm, Mount Scott and Hankins
Drive-In, Lawton.
Mr. and Mrs. W. J. Nelson, V. A. Drive-In,
Velma, were recent visitors. They have turned
their buying and booking over to Athel Boyter
of Boyter Booking Agency. Nelson is in the
trucking business and they do not have time
to make trips to Oklahoma City and feel
that someone on the Job here can do a much
better Job . . . Henry Simpson, Princess and
Pirate Drive-In, Bristow, is far too busy to
make frequent trips to Oklahoma City and
has turned over his buying and booking to
the Hull Bros., Jack and Jimmy. Henry is a
deputy sheriff of Creek County and is kept
busy chasing criminals, bootleggers, etc., so
his trips to Oklahoma City will have to be
curtailed. There is a persistent rumor floating
around that he may run for sheriff at
the next election.
Athel Boyter, Boyter Booking Agency here,
has taken on the booking of Wesley Reynolds
and his House Rockers, a rock and roll combination
of five young musicians. Boyter reports
business is excellent and the combo
should help to bring patrons In and augment
the motion picture receipts . . . Bob Busch.
who operates the Villa Theatre here for
Charley Ferris, spent a few days recently on
Lake Ouichita in the Ouichita mountains of
eastern Arkansas. He reports a fine catch.
Gerald Walje, who has leased the El Rancho
Theatre at Ringling for the last several
months, gave up on April 30 and turned it
back to owner Cliff Lance, who closed the
theatre as of May 1 . . . Verol Johnson, right
hand man of R. Lewis Barton, who operates
several theatres and drive-ins in and around
Oklahoma City, is in St. Anthony's Hospital
recuperating from a minor operation. He
hopes to be back on the Job very soon. Barton
says it is rather hard to get along without
him, as he fills in just any place there
happens to be someone else ill or on vacation.
B. J. McKenna jr.. Allied Theatres, has
taken over the operation of the Pettit Theatre,
Hominy, from Video Independent Theatres.
Transfer of this operation was made
on Sunday (26). Allied Theatres now has
theatres in the following towns: Paola and
Osawatomie, Kas., and Perry, Norman, Fairfax
and Hominy, Okla.
Mrs. Roy Shield Improves
After Operation at Enid
ENID. OKLA — Mr.s. Boy Shield, wife of
the owner of the Sooner Theatre, is convalescing
after a gall bladder operation at
St. Mary's Hospital. Virginia Shield, daughter,
residing in New York, flew here to visit
her mother for .several weeks, but had to
return because of theatrical commitments.
She may tour Europe with a large troupe
this .summer for 14 weeks.
Gilbert Fry has been employed as as.slstant
manager to Paul Shipley at Video Independent
Theatres.
George Jones is in charge of the Trail
Drive-In. which opened recently. The Enid
Drive-In is slated to reopen soon.
INSPKCTlill)
every deelish' can Is
Federally-INSPECTED!
JIM-BO'S BARBECUED BEEF
with Barbecue Sauce
Yessiree, every can of this mouth-watering,
PIT-COOKED, HICKORY-SMOKED
BARBECUE carries the okay of Federal
Inspection. And yet this high quality barbecued
beef is actually far lower in price
thayi other available Federally-Inspected
barbecues!
Let us help you merchandise your barbecue.
Write to Ateo Food Company, 2921 Commerce
Street, Dallas, for banners, point-ofsale
material, film trailer and general merchandising
assistance. And today order
Jim-Bo's Barbecued Beef from these fine
distributors. Available in following sizes:
24/15 ounce, 12/29 ounce and (wlO (6
pounds, 8 ounces per can).
Alamo Concession Supply Company
San Antonio
Associated Popcorn Distributors Dallas and Houston
Cohen Candy Company
Dallas
Houston Popcorn & Supply Company
Houston
Corpus Christ! 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
i921 Commerce
Dallas
BOXOFFICE May 5, 1958 SW-3

I
Dr
wrr
When you're providing "good times" for your customers,
include the good taste of Dr Pepper! It's
just plain good business
to heighten their enjoyment by making available the pure, distinctive
flavor that has helped make friends for theater operators for more than
70 years. Dr Pepper is repeat trade . . .
a product in demand every month in the
year ... by brand name . . . because there
just isn't a substitute for Dr Pepper. If you
haven't added the plus value of Dr Pepper
in your theater or snack bar, try it ... if you
1
hPeppei
already have Dr Pepper, feature it!
DrPep/ter
fiostj^ raan, fros-tjrl
Pepper Company 1958
SW-4 BOXOFTICE :: May 5, 1958

Berger Says No to NCA
Even If He's Drafted
MINNEAPOLIS—Under no circumstances
will Ben Berger accept the presidency of the
North Central Allied Ass'n, which will open
its arrnual convention here May 13.
Back from a visit to his son in Los Angeles
and to his Laramie, Wyo.. television station,
Berger met talk of drafting him for the post
he formerly held many years by saying: "I
feel I've done my bit in that direction.
Moreover, I have so many other interests that
I haven't time to devote to the position."
Ted Mann, who occupied the post the past
year, will not accept re-election, he says.
Convention chairman Prank Mantzke has
announced that the matter of whether
"forced advanced admissions" is keeping
many potential customers away from the
theatres will be one of the principal discussion
topics.
Members also will be asked "how many
theatres are going to close in this territory
this year and will yours be one of them," he
says.
Up for discussion, too, will be what can
be done about 50 and 60 per cent terms for
pictures and whether such deals should be
passed up entirely and what can be done to
avert the possible loss of film exchanges
here.
Mantzke was the Universal manager here
for years, and now heads a buying-booking
and exhibition-distribution group.
Girl 8, Walks 73 Blocks
To See Western (Free)
OMAHA—Jim Schlater, manager of the
Sky View Drive-In, has found his most avid
fan.
After closing at 2 a.m., he found Ginger
Joann Pendley, 8, sitting alone in the patio of
the empty theatre, with only a wool sweater
and the night decidedly cool.
She was 73 blocks from home. She told
detectives she had walked all the way.
Neighborhood children said they last saw her
at 5 p.m. playing in her backyard.
Her parents waited until 7 p.m. for her to
show up, then called police. Playmates and
Cub Scouts searched the neighborhood.
How did she get into the theatre without
money and unnoticed? This remains a
mystery. Ginger wasn't talking. Of one thing
she's
sure.
"It was a cowboy picture," she said.
Bryon Rowley Appointed
MARSHALLTO'WN, IOWA—Bryon Rowley
is the new manager of the Strand here, succeeding
Neal Houtz who has resigned to go
to New Hampton where he has bought a theatre.
Rowley comes from Savannah, Ga.,
where he has been managing a theatre for the
past year. Prior to that he had been in theatre
work in the Kansas City area.
Confections Brcmch Moves
MONTREAL—The local branch of Theatre
Confections, Ltd., now is located in new offices.
New address is Theatre Confections,
Ltd., 25 Monk St., Longueuil, Que. New telephone
numbers are ORleans 4-6206 and ORleans
4-2607.
Kenneth Shipley Advances
To Fremont City Manager
FREMONT, NEB.—Kenneth Shipley, former
city manager of the Sun Theatre and
Pines Drive-In, York, became city manager
of the three Central States theatres here,
home of the circuit's district office as of May
1. He succeeded Ed Schoenthal, who resigned
to accept a Job as private pilot for an industrial
concern.
Shipley had been city manager of the York
theatres since July 13, 1956, and took a prominent
part in civic: activities. He and Dr.
Harold Nordlund coached the York Swim
Ass'n team to a conference championship.
Shipley recently served as fund drive chairman
of the York County Red Cross, is a new
board member of the Rotary Club; chairman
of the Community Improvement project
recreation committee: board member of the
York Chamber of Commerce; menxber of the
Harvest of Stars committee for the 1958
York County 4-H Fair, and a member of
the York Legion, Elks and Masonic lodges.
His family, including his wife and two daughters,
Judy and Christine, will remain in
York until the present school term ends.
Succeeding Shipley in the York position
is Jerry Darner, who had been managing a
Central States theatre at Clarion, Iowa.
'Prostitute' Is Censored
From Minneapolis Ads
MINNEAPOLIS—The Morning Tribune and
Evening Star, both with the same ownership,
refused to publish ads for the W. R.
Frank Avalon Theatre here carrying the
correct title for its cuiTent attraction, "The
Respectful Prostitute," a screen adaptation
of the French play of that name. Prank had
to rename the picture for advertising purposes,
calling it "The Respectful Tramp."
The newspapers have their own committee
which passes on all theatre advertising. It
turned thumbs down on the word "prostitute,"
although the play and movie have
been shown and advertised in many other
cities by its right name. Prank was permitted
to describe the picture as "the shocker of the
year" and to state it was "for adults only."
Allied Artists Combining
Omaha, Des Moines Offices
OMAHA—Both the Des Moines and Omaha
exchanges of Allied Artists will be managed
out of the Omaha office by Sol Francis under
a change in the company's set-up. This is
direct contrast to many recent moves which
have seen Omaha management shifting to
Des Moines.
The booking office and shipping operations
will be maintained in Des Moines. Accounting
will be handled in the Omaha exchange.
Reopen at Stanton, Neb.
STANTON, NEB.—The Rialto Theatre here,
closed since last Febniarj', has been reopened
by Paul Cavenee, who operated the theatre
until about one year ago. Mrs. Mary Kremer,
owner of the house, leased the business to
Charlton Beatty last year and Beatty closed
the house in February. Cavenee said he would
offer two program changes per week, with
shows on Wednesday and Saturday and on
Sunday and Monday.
Back to Movies Push
Tied to Better Films
ST. PAUL- BUI Diehl, in his St. Paul Dispatch
"Look 'n' Listen" column, notes that
theatre attendance for the first time Is "showing
a continued march back to the plush old
days," and devotes much .space to the fact
that the principal explanation for the up-
.surge is the large amount of quality product
being turned out by Hollywood.
'INSIDE-OUT BUSINESS'
"The movies seem to be an 'Inslde-out'
business," wrote Diehl. "They thrived during
the depression, then faltered after World
War II when other businesses grew fat and
sleek. Now, with a recession or whatever it Is
upon the land, moviegoing has taken a decided
upturn.
"In fact, the trend is so definite that the
Wall Street Journal took note of it in a
lengthy article. It pointed to a statistical report
showing that a perkup in moviegoing
has continued into spring. While theatre attendance
is still much below that of ten
years ago, it nevertheless for the first time
shows a continued march back to the plush
old days.
"Why? Theatremen are quoted as being
pleased with what Hollywood has given them
to show. They like the multimillion-dollar
productions, and the public does, too. A look
around our Loop confirms this—holdovers
have become the rule rather than the exception.
Even the vast Paramount Theatre
with 2,500 seats, many more than a lot of
New York theatres, has had two four-week
attractions recently, 'Sayonara' and 'River
Kwai.'
"There's another factor at w'ork as well.
Theatres are starting to dress themselves up
across the nation. One chain of 40 theatres
bars youngsters on Thursday nights so adults
can enjoy films in peace and quiet. The same
chain installed love seats so that couples
can be comfortable without an arm rest between
them. (To my knowledge, only the
Highland in St. Paul has this type of chair.)
And it built glass-enclosed party rooms in
the rear of four theatres so a group of 12
persons can sit in private in plush chairs,
smoke and relax while viewing. Soimd Is
piped into the rooms via amplifiers . , .
ATTENTION TO KIDDIES
"And in the back-to-the-movies push, the
kids aren't being forgotten. Some theatres
issue .special money-saving junior ticket books.
Others stage special shows at which the kids
get free popcorn or prizes or fan photos . . .
"Unfortunately, it's not all peaches and
cream. I have gone to theatres in this area
where screens are pocked, where the curtain
pulleys squeak, where kids run up and down
the aisles unchecked, where projection is
fuzzy, w'here seats are uncomfortable, w^here
pop>corn grease permeates the air. And sometimes
the managers of these theatres wonder
why business is slow.
"There's a nationwide pattern forming, one
of attractive and well-run theatres cleverly
selling a quality product. These will survive
and keep movie glamor alive. It's inevitable
that the rest will have to move with the times
just as supermarkets, auto dealers and other
businesses have, or time will pass them by."
Actor Burt Lancaster will direct "Take a
Giant Step" for United Artists.
BOXOFFICE May 5, 1958 NC-1

. . George
. . The
D E S
MOINES
Dryon Rowley, mnnnRer of the Strand in
Marshalltown. had 4.407 theatre patrons
sign a giant postcard when they came to see
"Bonjour Tristcsse." At the conclusion of the
run. the card was mailed to Jean Sebei-g.
Marshalltown actress, who played a leading
NATIONAL THEATRE SUPPLY^^^
SuppIlM • Corpatt • ConcMtlen Suppllw
W. R. DAVIS
1130 High Street Dcf Moincf 9, Iowa
role in the film. Attendance for the film exceeded
that for "Peyton Place," one of the
top drawing movie.s of recent years, according
to Rowley.
The Women's Committee of Variety held a
luncheon last week nt the Standard Club
with Mrs. Virginia Piggott. interior designer,
,is the .speaker. Mrs. Frank Rubel, chairman,
has announced the following committee
chainnen: mesdames M. E. Lee, corresponding
secretary; Charles lies, recording secretary.
Jay Barmish, trea.surer; Ralph Olson,
contributions; L. E. Day, historian; Dave
Gold, hostess; Lou Levy, house; Robert Sand-
ler. membership; Carl Olson, program; Don
West, publicity; Calo Mann, telephone, and
Woodrow R. Pi-aught. ways and means.
VV'OMPI held a .social meeting recently at
the parly room of Polk County Federal Savings
and Loan A.ss'n. Hostesses were Margaret
Shields, Nola Bishop, Alice Weaver, Joyce
Brain, Margaret McGaffee and Betty Hemstock.
New officers of the group are Florence
Work, president; Nola Bishop, first vicepresident;
Leone Matthews, .second vice-president;
Margaret Shields, recording secretai-y;
Mary Akers, corresponding secretary, and
Camilla Nealley, trea-surer. On the board of
directors are Giovanna Ries, Florence Bundy,
Helen Wallace. Margaret McGaffee,
Pauline Mo.sler. Joyce Brain and Betty Hemstock.
Lloyd M. Hirstine, chief barker of Variety,
reports the annual golf tournament will be
held May 19 at Hyperion Golf Club . . . Clayton
Boston, manager of the Hilltop Drive-In
in Muscatine, is adding 36 feet to the screen
to make it a 90x40-foot screen when completed
. Mart has opened the Grinnell
Drive-In Theatre . Skylark Drive-
In in Creston opened last week, as did the
Starlite Drive-In in Algona. James Buscher
and Merlin Mertz will be in charge at the
latter theatre again this year. David Long
will be projectionist and Mrs. Long, cashier.
*
*
•
• Our Modem Repair Shop will repair
your Standard and Super Simplex,
Century and Motiograph Projectors.
John McCallum in charge
• Our Sales Department is xmder the
NC-2
direction of Dick Sutton.
OWNER
A. E. THIELE
DES MOINES THEATRE SUPPLY CO
1121-23 High Stnet Des Moines, Iowa Phone CHeny 3-6520
Sioux City, Iowa, Uptown
Closes; to Be Converted
SIOUX CITY. IOWA—The Uptown Theatre
here ha-s closed after ten years of operation
and will be converted to other uses. The
theatre had its last show April 6. It has been
open weekends only for the last several
months.
A representative of the Almar Building
Co., which owns the building, said that the
rear of the theatre will be used for expansion
of the adjacent Soo Thrifty drugstore. The
expansion will add 3. 500 square feet to the
drugstore. The front part of the building
will be rented as store or office space.
The Uptown started showing films ten
years ago in a building formerly occupied
by the old Cleveland Bros, garage. The interior
of the building was rebuilt in the
conversion. The theatre's closing leaves just
two motion picture houses in the city, besides
drive-in theatres, showing second-run
films. The others, both of which operate
weekends, are the Iowa and the West. One
other neighborhood theatre, the Empire, in
Morningside, and two downtown theatres,
the Victory and State, also have closed in
recent years.
To Reopen at North Bend
NORTH BEND. NEB.—Irvin Senders of
Verdigre has taken over operation of the Joy
Theatre here, which has been closed several
months. The Joy formerly was owned by
Nicky Wackel.
To Convert for Bowling
TRIPOLI, IOWA—Lavern Tegtmeier has
purchased the former Tripoli Theatre here
from George Lindsley and plans to convert
it to a bowling alley.
"Ice Palace," purchased by Warner Bros.,
wUl be based on Edna Ferber's novel of
Alaska.
BOXOFFICE :: May 5, 1958

—
—
. . Weather
'Bridge' Omaha Debut
Scores 240 Per Cent
OMAHA—The boxoffice gates became flood
gates at the Oipheum as "The Bridge on the
River Kwai" opened with a 240 mark. Manager
Don Shane said indications pointed
to a fat second week. Two otlier holdovers
did fair in third weeks, "Tlie Young Lions"
at the Omaha and "Marjorie Morningstar"
at the Brandeis.
(Average Is 100)
Brandeis Marjorie Morningstar (WB),
3rd wk,, A days 95
Omaha The Young Lions {20fh-Fox), 3rd wk. . . 90
Orpheum The Bridge on the River Kwoi (Col) 240
State The Brothers Koromazov (MGM) 120
Milwaukee Grosses Even
Except for Big Ones
MILWAUKEE — Except for "Around the
World in 80 Days," in its 45th week at the
Strand, and still racking up strong grosses,
and "The Bridge on the River Kwai," in its
sixth week at the Warner, business at the
downtown theatres held grimly to about an
even break.
Alhambra Screaming Mimi (Col); High Flight
(Col) 95
Poloce Run Silent, Run Deep (UA); Ride Out
for Revenge (UA), 2nd wk 100
Riversrde The Golden Age of Comedy (DCA). ... 100
Strand Around the World in 80 Doys (UA),
45th wk 250
Towne Cry Terror! (MGM) 90
Warner The Bridge on the River Kwoi (Col),
6th wk 1 50
Wisconsin The Young Lions (20th-Fox), 3rd wk. 100
New Bills
Make No
Minneapolis Splash
MINNEAPOLIS — There were only
three
new bills, including two duals of inconsequential
pictures, and none made much headway.
But most of the holdovers came
through respectably, or better.
Academy Around the World in 80 Days
(UA), 42nd wk 200
Century Search for Paradise (Cinerama), 9th wk. 175
Gopher Saddle the Wind (MGM) 90
Lyric The Long, Hot Summer (20th-Fox), 2nd wk 125
Orpheum The Hired Gun (MGM); The Safeerocker
(MGM) 80
Pan—The Girl Most Likely (U-l); Flood Tide (U-l) 75
Rodio City The Bridge on the River Kwoi (Col),
7th wk 125
Stote—Marjorie Morningstar (WB), 2nd wk 100
World The Young Lions (20th-Fox), 4th wk 150
Minnesota Amusement
Abandons Huron Project
HURON, S. D.—Minnesota Amusement Co.
officials have abandoned the building of a
new theatre on the site of the old Huron
Theatre, which was destroyed by fire in
January 1957.
Charles Winchell. president of tlie circuit,
said the decision was reached after conferences
with Donald J. Harris, Highmore, who
owned the old theatre building and planned
the new building to replace it. Rising construction
costs which sent figures far over
earlier estimates were given by Winchell as
the reason for abandoning the Huron project.
"Huron is deserving of a Class A theatre,"
Winchell said, "and I hope some other operator
will see fit to give the city a new showhouse."
Reopens for Summer
LOHRVILLE, IOWA—The Royal Theatre,
closed dui-ing the winter, opened April 18 for
summer operation on Friday, Saturday, Sunday
and Wednesday.
OMAHA
Uowell Robert.s, exhibitor at Wahoo, was
one of seven business men in the town
victimized by burglars in one night. Tliieves
broke open a door, pried open the safe and
stole $314 . . . Lillian Danielson, former Para-
.
mount manager's secretary, has joined the
Allied Artists staff, replacing Helen Elder
Mae Westerman, Pox inspector,
. .
retired
May 3 after 15 years with the company.
Mort Ives, United Artists salesman, said
the calendar read late April but the weather
was midwinter in the Sand Hills. He left
Broken Bow heading for Lexington, ran into
a blizzard and barely made it, taking nearly
three hours to go 48 miles . has
been throwing cui-ves at early drlve-in openings,
not only with cold and snow in the
north but hard w'eekend rains that knocked
thousands of dollars off potential grosses.
One of the last two airers open will be the
Broken Bow Drive-In. Howard Kennedy will
close the Bow indoor theatre for the summer,
except to play "The Ten Commandments."
Joe Jacobs, manager of the consolidated
Des Moines-Omaha exchange, was here
supervising the cleaning out of the local
exchange equipment. Film Transport will
handle the shipping but Jacobs said quarters
would be arranged for salesmen Ed Cohen
and Noi-m Nielsen. A pie company is taking
over the location . . . Don McLucas, United
Artists manager, went to Chicago to discuss
releases on "Around the World in 80 Days."
. . .
Jack Gelfand, operator of the local Muse
Theatre, has turned to an art picture policy
Jim Schlatter, manager of the Sky View
Drive-In, reported "beautiful results" with
the new special drive-in print from UA for
"Run Silent, Run Deep," which threw a
Mary Frangenburg, Fox
lighter picture . . .
cashier, and her sister were on the team
finishing third in the Omaha women's bowling
tournament. Dorothy finished second in
singles, second in all events, rolling her first
200 game (222) and 500 series (520) . . .A
%mM of
Trl-States advertising huddle was held here
with Don Knight of the Des Moines home
office. Present were Don Shane, Omaha
city manager; Carl Hoffman, manager of the
Omaha Theatre; Leon Doherty, Hastings,
and Bill Rudolph, Des Moines.
Al Blakkolb, exhibitor at Bonesteel, S. D.,
and Butte, said his country has plenty of
moisture as .shown by full ponds and roadside
ditches on his trip here. He said what
the farmers want is more .sunshine, what he
wants is less television. Booster stations
throughout the area have his gro.sses . . .
Tony Goodman. Fox .salesman, is still working
out of the Des Moines exchanges during
the continued illness of Larry Dunn of Des
Moines.
Close at Montezuma, Iowa
MONTEZUMA, IOWA— Mrs. Joe Thurber
closed the Montezuma Theatre recently. Mrs.
Thurber said business has been steadily decreasing
for the last three years and that it
is impossible to continue operation. No plans
are in the offing for the theatre, but the
owners would like to sell.
Dustie Martin Manager
PORT WASHINGTON. WIS.—With the retirement
of Bill Roob, the Ozaukee Theatre
now is managed by Dustie Martin of Milwaukee,
who said the theatre would be open
seven nights a week with matinees on Satiu--
days and Sundays.
NATIONAL THEATRE SUPPLY
W. M. "BILL" ALLISON
307 No. 16th St. Omaha, Neb.
iRWW^WvXwlWWe*. >rf»0»v*'Avw«viA«-^>#> w •. vMmi, .MUKVXfjWrjKf. ^"v
the
POPCORN INDUSTRYNEWS
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
Mmn Inc.
NORTH BEND, NEBRASKA
for
Quotations
or Information on
1958 Crop.
Ui^
BOXOFFICE :: May 5, 1958 NC-3

. . New
. . March
M ILW AU KE E Us Always Movies MINNEAPOLIS
T ouie Orlove. who joined National Screen
Senice. was with MGM as field publicist
for over 20 years. As a salesman out in the
territory for NSS. he will be able to assist exhibitors
in their exploitations. And Manager
Johnny Mednikow is encouraging tliis added
service . officers of the Milwaukee
County Better Films Council: Mrs. Irving J.
Haus. president: Mrs. S. V. Abramson. vicepresident:
Mrs. Richard Loreck, recording
secretary: Mrs. Roy J. Moe. corresponding
secretary: Mrs. F^-ed Kaplan, treasurer. The
Council now holds regular meetings at the
Milwaukee Public Library.
Wayne Berkley. LaCrosse. has replaced Bud
Owens at Marcus' new Vie and Time theatres
at Green Bay. Got right into the harness
the first day, by screening "The Song
of Bernadette" for nuns in Green Bay area,
giving them a little talk prior to the program,
concluding by inviting them to pass the good
word along to the school children. Owens,
after more than 20 years in the show business,
will represent radio station WDUZ in
the Green Bay area.
Gentle reminder—Allied convention at Pewaukee's
swanky Oakton Manor. June 16, 17,
18. American plan, special rates for showmen!
. . . Attending the Variety International convention
in London were Hugo Vogel and wife,
Sam Kaufman and wife and Ollie Tiampe
and wife.
Negotiate on 'Hustler'
HOLLYWOOD—Henry King and 20th-Fox
are negotiating a deal for King to produce
and direct "The Flying Hustler," an original
written by Beirne Lay jr. Cim-ently directing
the company's "The Bravados," PCing has
postponed until next year his independent
production of Paul Kes.sler's novel, "His
Home Country."
C. E. Mosher to Clarion, Iowa
CLARION. IOWA—C. E. Mother, former
manager of the Lake at Clear Lake, has taken
over management of the Clarion Theatre
following the transfer of Gerald Darner to
York, Neb. Mosher recently managed the theatre
at New Hampton for a short period, following
a 14-year term of service in Clear
Lake.
Count on I
NCW YORK
630 Ninth
When you are in need of
A Speciol Announcement
TRAILER
Vm'II Be OilichM With OHr
Hn Qiality Aid Qaiek Service.
For Entertainment
MINNEAPOLIS — Television Is largely
mediocrity, and pay TV Is remotely in the
future and likely never will be successful—
these are the opinions of Bosley Crowther,
motion picture critic of the New York Times,
one of the most influential men in his profession.
In a talk on "What You Don't Know About
Movies" at a University of Minnesota convocation,
Crowther declared for the most part
people who are discriminating in their entertainment
demands (and their number increases)
still are faithful to the theatre.
TV A TIME-KILLER
"Video watching is for those persons more
concerned with killing time—having something
to do," he said. "And drive-in theatres
are places of recreation and stomachfilling
rather than places of entertainment."
He said he has no sympathy with those
exhibitors who have permitted their theatres
to become obsolescent and, mainly for that
reason, are faced with extinction.
He slapped at producers who don't keep
abreast of the changed moviegoing times,
and "ridiculously miscast" veteran stars like
Gary Cooper and Fred Astaire as romantic
leads opposite such young beauties as Audrey
Hepburn (witness "Love in the Afternoon"
and "Funny Face) , "especially when we have
so many young talented stars like Brando,
Sinatra, Newman, Douglas, Perkins and
Murray."
Crowther also regrets a tendency by some
producers to use such "used-up" oldtimers
as Joan Crawford "who could retire on their
laurels and millions, giving way to the Doris
Days, the Claire Blooms and Deborah Kerrs,
etc."
TOO MUCH STAR POWER
But he also feels that some of the young
stars have too much power and "go overboard,"
using it to the detriment of the pictures
in which they appear. He believes
Brando, for example, dictated certain changes
in "The Young Lions" and "Sayonara" to
his own ends that detracted from the pictures'
artistic qualities.
In his opinion, the Kim Novaks and Jayne
Mansfields are "passing fancies," but he
expressed a high regard for the acting talents
of Marilyn Monroe and Brigitte Bardot,
had kind words for "And God Created
Woman" and raves for "Windjammer" and
felt that the popularity of foreign films is
encouraging.
Crowther also said he has seen previews
of the upcoming "No Time for Sergeants"
and "Gigi" and considers them outstanding,
that he expects "The Nun's Story" to be an
Academy best picture award contender, and
he anticipates that "God's Little Acre" and
"Auntie Mame" will be notable films.
nil Minneapolis 4,100-seat Radio City and
2,800-seat St. Paul Paramount boxoffice
records have been broken by "The Bridge on
the River Kwai." It's the first picture ever to
run .seven weeks at Radio City and four
weeks at the Paramount, although it,s after-
5 p.m. admission was boosted to $1.50 from
90 cents. Previously, the Radio City record
was held by "The Robe" . building
permits in Minnesota citie.s were up approximately
27 per cent over the corresponding
month a year ago.
Robert B. Mantzke. dii-ector of the Minneaf)olis
Choraliers, local singing group which
will attend the International Musical Festival
in Llangollen, Wales, is the son of FVank
Mantzke, Universal branch manger here and
in Milwukee many years, and now head of
a buying-booking group. The Choraliers
have won many singing honors under
Mantzke's direction. Incidentally, the father
is the chairman for the forthcoming North
Central Allied convention here.
Bob Murphy, Minneapolis Sunday Ti-ibune
critic, named "The Safecracker," playing at
the lower end of an RKO Orpheum twin
bill here, as his Picture of the Week. "It's one
of those films that probably will be picked up
by the art houses for long runs," he wrote
... In the later sub-run houses here the admission
is being raised to 90 cents for "Raintree
County" from 65 and 75 . . . Paramount
Manager Jess McBride is curious to learn
what the stellar presence in a picture of
Lana Turner now means hereabouts after
all the newspaper publicity she has been receiving.
Her "Another Time, Another Place,"
opens day and date at the Minneapolis and
St. Paul RKO Orpheums May 14.
. . Laura
Two United Artists pictures for which great
boxoffice things are expected have been
booked locally. "God's Little Acre" goes to
the Minneapolis and St. Paul RKO Orpheums
day and date May 28, and "The Vikings," was
landed by the Minnesota Amusement Co. for
its Radio City Theatre June 20 and a week
later at the St. Paul Paramount .
McGuire, secretary at Paramount, was home
20th-Fox shipper Fred Haley vaca-
Ul . . .
tioned.
The RKO Orpheum here will interrupt its
straight movie policy during the ensuing fallwinter
season to play whatever Broadway
touring shows may be available for Minneapolis.
The city was left without any home
for such attractions when Ben Berger declined
to exercise his option for renewal of
the Lyceum Theatre at a substantial rental
advance. The Lyceum, where such shows have
been playing for many years, then was sold
to an evangelical group.
Leases Atwoo

S2,500 in ATM Funds
Marked for COMPO
DETROIT—Renewed liaison with COMPO
and legal actions highlighted the board meeting
of Allied Theatres of Michigan Wednesday

Julius Lamm, 72, Dies;
Long at Cleveland
CLEVELAND—Julius Lamm. 72, who In
1954 celebrated 50 years in the show business,
died Saturday t26> In Mount Sinai Hospital
Crowds Prefer Good Films
To Bargain Admissions
CLEVELAND—Whatever medicine is
needed
to bolster theatre attendance, lower admission
prices are definitely not the answer.
This was proved here when patrons flocked to
theatres charging advanced admission for
"Peyton Place" and stayed away in droves
from the Circle Theatre where E. J. Stutz
introduced a 29-cent matinee and 39-cenl
evening "discount" scale. Stutz introduced
the cut price scale at the Circle two weeks
ago in an effort to appeal to those with depressed
incomes due to unemployment. He
got so little response that he discontinued it
and again closed the hou.se.
On the other hand, patrons who wanted to
see "Peyton Place" weren't shopping for
price. While some theatres charged their
regular 90-cent scale, others upped theirs to
SI. 10. Nobody registered an objection, according
to exhibitor statements. Tills was
after the picture had played eight weeks
downtown at $1.50.
JULIUS LAMM
where he had been a patient eight weeks.
With him at death were his wife Elsa, to
whom he had been maiTied 43 years; two sons,
Ii'ving of Los Aiigeles and Jerome of Cleveland;
two daughters. Mis. Theresa Handler
and Mrs. Judy Korman of Cleveland, and
six grandchildren.
Lamm began his career in Chicago selling
opera glasses and candy in a legitimate theatre.
In 1904, he pioneered in the new motion
picture businesss, opening a nickelodeon, the
Palace on Milwaukee avenue, in direct competition
to Carl Laemmle, founder of Universal
Pictures. With profits at the Palace, he
bought the Esthena Theatre, Chicago, but
soon sold this and ventured forth to Waukeegan,
111., acquiring first a vaudeville house,
and then building the Elite where he followed
a combination vaudeville-motion picture policy.
Eventually he became general manager
for Balaban & Katz. When he sold his interest
to B&K, he moved briefly to Milwaukee
to open a new theatre for William Fox.
Lamm came to Cleveland for Warner Bros,
in 1930, an association that thereafter remained
unbroken. For one year, he managed
the Variety Theatre on the west side, but for
the following 23 years he managed the circuit's
Uptown Theatre on the east side.
When the latter was sold he moved to the
Colony in Shaker Heights.
Lamm was not only a showman's showman,
he was also an exponent of the value of public
relations. Wherever he was, he was right in
the center of community activity. In the Uptown
area he was president of the Glenville
Business Men's Ass'n. He always made a
point of knowing as many of his patrons as
possible, and did this by always being on the
floor at opening and closing time.
Tent 27 Raises $30,919.36
On 'Old Newsboys Day'
GRAND RAPIDS. MICH.—When all the
sales were counted after Old Newsboys Day
here, it was found that $30,919.36 had been
raised for Variety Tent 27's main charity,
Youth Commonwealth. Variety members, the
police and fire departments and volunteers,
making up a sales force of more than 800
"newsboys," sold a special edition of the
Grand Rapids Press on the streets for a twohour
period.
This year's receipts represented an increase
of about $800 above the amount raised
in 1957. The Variety co-chairmen for the
event held in connection with the local
12th annual Youth Day were Fred J. Barr jr.
and Clive R. Waxman.

—
. . Jim
. . May
. . Word
. . Also
. . The
. .
. . Joseph
I
Six-Point Krass Program
For Better Business Drive
DETROIT—"You've got to hit them in
every possible point—get them out of the
house and into the theatre," Maj-vin Krass
of the Krass Theatre circuit said in commending
the extensive cooperative promotional
program being launched by local theatres
to build business.
"I think the interest in pictures can and
will be revived." he added, making six specific
suggestions for broadening the scope of the
campaign:
1. Place suitable bamiers and posters in
the individual theatres, telling people at the
point of sale when radio and television programs
sponsored by the theatres are on the
air so patrons can listen for them to learn
about cun-ent or coming product.
2. Give the cashier adequate data on each
picture—is it comedy or drama, in color,
and other good points, to do a good selling
job.
"When a man calls up a theatre," Krass
commented, "that's a potential customer. It
costs you a lot of money to get that man to
call—you should make it interesting enough
to sell him."
3. Use the great advertising medium of the
screen to tell people about product—crossplugging,
for instance, by telling people in
the neighborhoods about good attractions
coming to the first runs.
"Tell them what the good pictures are
get the people back to the movies," Krass
said.
4. Use lobby posters—another strong advertising
medium—in the same way.
5. Take a lesson from advertising in other
fields of business and use special media, such
as "table tents," announcing forthcoming
product being cooperatively promoted, on
restaurant tables and similar places.
6. Most important but often forgotten
keep the theatres themselves clean and in
good housekeeping order.
Coming Attractions 'Deal'
Offered by Advonads
CLEVELAND—Al Sunshine of the
Advanads
Co.. whose firm has been manufacturing
and distributing a black light shadowbox for
coming attractions, has announced a plan
whereby exhibitors may obtain this lobby display
piece without cost. Provision has now
been made for a special top frame which can
be sold to a local merchant. This advertising
strip, said Sunshine, pays for the entire
cost of the display. Previously, there was a
weekly service charge for the attraction box.
Under the new deal, Advanads will provide
the display box and the coming attractions
service, and sell the top frame advertising
space—a method by which the theatreman
gets the service without cost or effort. However,
should the exhibitor prefer to sell the
ad frame himself, he can do so. Sunshine said,
and retain everything over an amount set
in the service contract.
Fly to Variety Meeting
DFTROIT—The Motor City Rialto sent a
flying delegation of 11 to the Variety Clubs
International convention in London. Plying
from New York via chartered plane were
Mr. and Mrs. Jack Zide, Ben Rosen. Mr. and
Mrs, Edward Rosenberg, Mr. and Mrs. Sol
Adler and Dr. and Mrs. Peter Shifrin.
CINCINNATI
•The Corbin (Ky.) Drive-In has been sold by
Ray Mullins. who is moving to Phoenix.
Ariz., to Richard Johnson and Gene Combs,
who operate drive-ins in Hazard. Lexington
and Georgetown, Ky., and another in Sheridan,
Ohio . . . Roscoe E. Purdue of Roanoke,
Va., took over operation of the drive-in theatre
in Raven.swood, W. Va., which was completed
Lester Rosenfeld.
late last sea.son , . . St. Albans, w. Va. exhibitor, returned from a
winter stay in Florida.
Julian Silberstein of Huntington was in
town several days prior to spending a few
Despite the
days in Martinsville, Ind. . . .
fact that a fire destroyed the concession
booth in the Elk Drive-In, Gassaway, W. Va.,
Saturday. April 12, James Rose, operator, did
not suspend concession sales that night. The
booth has now been rebuilt . . . Elugene
Chambers is resigning as manager of the
North Star Drive-In, Dayton, to join one of
Dayton newspaper's cuxulation department.
Ed Parker, the owner, will manage operation.
Irene Marks, switchboard operator at WB,
was vacationing
. was received on
the Row of the closing of the Seale Theatre
in Booneville, Ky., by Charles Seale . . . Frank
Yassenoft, Columbus, made the rounds of the
exchanges with his new general manager,
Lee Heidingsfeld . in the city Monday
were Charles Scott. Vevay. Ind.; Jack
Needham and Harley Bennett. Columbus;
Lou Marcks, who operates drive-in theatres
in Cynthiana and Paris. Ky.; Manny Marcus.
Indianapolis; Johnny Goodno, Huntington,
and William Settos, Springfield.
Donald R. Hicks, manager at Paramount,
attended a division sales meeting in Philadelphia
. and Pat Quigley have a new
baby daughter, their f.rst. Jim is a States
Film shipper, and Pat is a former secretary
at UA.
William Borack of Tristate Theatre Service
has added the Tiail Drive-In, Rand, W. Va.,
recently taken over by Albert Aaron, to his
accounts
. Scholle, bookkeeper for
States Film, was on a week's vacation, which
she is spending in Dillsboro. Ind.. and in
Lexington, Ky., where her daughter lives .
Pat Cross, a former States Film employe, has
a baby boy born April 15.
Larry Lahmann, film trucker, is now delivering
film to theatres in greater Cincinnati.
Sol Winkler is assisting him. Film Service
will continue hauling in Dayton and
. . .
vicinity, depot and bus stations, and air dispatch,
according to Pete Gerhardt, general
manager Sheldon Ti'omberg. manager
for Rank Film Distributors, returned from a
two-week trip in Kentucky . combo
of "Robbery Under Arms" and "Hell Drivers"
is being given a saturation booking in approximately
20 drive-ins in Kentucky.
Art Breider, MGM-TV central division
sales manager, who headquarters in Cincinnati,
is going to Los Angeles to attend the
NAB convention.
. . . Bill
Mrs. Roy Letsinger, wife of the exhibitor at
Amherstdale, W, Va., accompanied her
daughter and son-in-law, Mr. and Mrs.
Kukhstil, to Florida for a vacation
Stepp and Calvin York have taken over operation
of the Main Theatre, Kermit, W. Va.,
. . . L. O. Davis of
. . .
from G. C. Richmond
Hazard. Ky.. has returned from his winter
home in Florida. Construction is continuing
on the fabulous motel resort Davis Ls building
in Hazard and it Is estimated it will be
ready for opening this coming July
Warner Bros, salesmen Ralph Salyer of Kentucky
and Bob Burns. Ohio, are adding West
Virginia theatres to their territories.
. . . 20th-
.
Roy White of Midstates theatres has returned
from his Florida vacation
Fox has a new student booker, Fred Blair.
He is receiving training in the local office for
service in any exchange in the country that
requires him Alexander, city
manager of RKO Theatres, is co-chairman
with Robert MacNabb of Variety's annual
Old Newsboys Day to be held here May 19
in conjunction with the Cincinnati Enquirer.
James A. McDonald, general manager of TOO
will be in charge of downtown sales, and Mrs.
Virginia Wolfson, who is president of the
Variety auxiliary, will be in charge of sales
in the suburbs. Nat Kaplan of the Woodlawn
Drive-In, Glendale, is in charge of transportation,
and trailers in theatres.
Albert Aaron, who operates the West Theatre
in Charleston, W. Va., and the Elkview
Drive-In, Elkview, W. Va., has purchased the
Trail Drive-In, Belle, W. Va., from Ray
Phelan . . . Maurice Chase has notified exchanges
of the closing of his Ritz Theatre on
Woodburn avenue in Cincinnati. Chase also
owns the Vogue Theatre in the city . . . Bill
Miller, Miller Bros., who operates the Millers
Grove Drive-In, Millers Grove, Ohio, has returned
from New York, where he had been
a patient in Memorial Hospital for some
weeks.
Important Columbia Production
"Let No Man Write My Epitaph" has been
acquired by Columbia and will be one of the
studio's most important productions of the
year.
DRIVE-IN
Practically
Yearly
THEATRES!
DOUBLE
GROSSES'^
NSTALL
EPRAD
"Hot-Shot"
IN-THECAR
HEATERS
Low-Coft, Small, Light,
Compact, Rugg«d, Economical,
Ampla Pow«r,
0esii9n«d SptciflcoUy
for Drive-lnt.
*
Yearly gross^t or* n«arty doubl*^ by
adding heatcrt.
EASY TERMS!
THEATRE EQUIPMENT CO.
1206 Cherry St. Toledo 4, Okie
BOXOFFICE :
: May
5, 1958 ME-3

. Tim
. . Ted
. . George
. . . Owen
. . Dan
. . IiTing
. . Joe
. . FYank
DETROIT
.
Tim- KariiiKhaiis of Warner Bros, was spear-
' heading a spring cleanup drive, while Syd
Bowman. UA manager, was making it UA
Week Cleary. Fox salesman, reported
Uie opening of the Port Austin Tlieatre at
Port Austin by Mr. and Mrs. John E. Upthegrove
Rene German! of the Majestic
Jr. . . . In Monroe was back in town on his regular
Monday beat . Krass of the Krass circuit
made a 169-yard hole in one at Glen
Oaks golf course.
Anne Baxter and Douglas Fairbanks were
here for a personal appearance May 1 at
the Palms in connection with "Chase a
Crooked Shadow." with Marie D. Meyer handling
arrangement-s . Clancy, longtime
.secretary of the Detroit Musicians Federation
and now treasurer of the Interna-
RESEAT OR RENOVATE
Protewional wwk on seat renovation—Factory tralnnJ
crew. Your chairs tKO»ered. using foam rubber or new
jjrinos. Metal parts reflnished iiiie new. Wide selection
of excellent used chairs for quick sale.
OGLESBY EQUIPMENT COMPANY
20356 Grand River Detroit. Michioan
KEnwood 3-5740
LET US SHOW YOU HOW TO BOOST
YOUR CONCESSION SALES
L & L CONCESSION CO.
2927-37 St. Aubin Av*. Detroit 7, Mich.
TEmpI* 1-3350
Everything
. .
tional. was in town from Newark to attend
the stai« convention . Paul La.sko, operator
at the National for years, is back from a
seven-week trip to Europe . Karo of
the Broadway-Capitol is heading home from
the hospital to recuperate for .several weeks
Bloiigh returned to the Music Hall
aft.er three months in Florida.
. . .
. . Bill
Theatre change reports—Doris and Edwin
Langley arc taking over and reopening the
Glen-Aiah at White Cloud, formerly operated
by Mrs. Glen W. Beach, and booking
independently Almond Sears and Ruth
Mayfield will book the Silver Drive-In at
Fenton independently this summer .
Chu'k turned in a nice list of 16 drive-ins he
is now buying product for . . . Mrs. Ruth
Blumenthal La.sk. former secretary for the
local BOXOFFICE correspondent, is back in
. . .
the Fox Theatre building with our old friend
Dr. Ira Altshuler Edward L. Hyman,
AB-PT vice-president, was in for a visit with
local film people .
. . Daniel
J. Lewis, head
film booker for Cooperative Theatres, has received
inquiries from Pretoria, Union of
South Africa, about procedure in organizing
a similar setup there,
. Carroll F.
. . .
Harry Braiker, formerly of the Booker T.,
and Russell Ritzer are now at the Dearborn
Drive-In, succeeding Nate Kaufman, who
went to the Highland Park
Kemp and Bill
. .
Napier are switching to full
week operation at the Holiday Drive-In,
which has been open weekends only
Cedric Hardy, on the sick list over a year,
is getting along okay and will soon return to
For All
the New Screen Projection
• Motiograph Sound Systems
• Strong Projection Arc Lamps
Techniques
• Raytone and Radiant Screens
• Kollmorgen and B&L Lenses
• Motiograph In-Car Speakers
• Strong Rectifiers
• Cretors and Star Popcorn
Machines
£.!^€.
""^-"'''f^fcf
-safS^AN
the Jolly Roger, where Julius Pi.scher has
been pinch-hitting for him.
Projection booth news—George Juckett has
moved from the Dearborn Drive-In to the
Algiers Drive-In, joining George Ledward
who came from the Ecorse Drive-In . . . William
Martin left the Algiers to go on the
drive-in swing shift . Foresta. many
years at the Regent, is also joining the swing
shift, with Cliff Vericker of the Lincoln
Square temporarily replacing him.
Irving Abramson, formerly manager of the
De.xter Theatre, is the new manager of the
Jolly Roger Drive-In, succeeding the late
Bernard V. Samuels, for the Nick George circuit
Jack Smukler, his wife Gladys and
. . . young son Dwight are putting on a series of
their famed clown shows for various benevolent
Andy Granger of
organizations . . . Butterfield and Ralph Forman of Cooperative
Theatres received the $100 and $75 bond
prizes re.spectively in AIP drive. Mickey
Zide of Allied Films announced the winners
in the absence of his father Jack Zide, who
was in London.
. . . Ei'nie and
Joe Sullivaji is back in the Film building
after many weeks at the Bel-Air Drive-In,
with Ed Gibson back from vacation at Clearwater,
Fla. . . . Bill Flemion and Bert Holmes
enjoyed an exchange of reminiscences in the
sun on Filmrow . and Adolph Goldberg
are installing new Jet Arc Lamps in the
Bel-Air Drive-In . . . John McMahon, UA
salesman, says the new Mackinac bridge Is
well worth the trip upstate
Floyd Chrysler of Allied Artists and the Lakeview
Theatre respectively are getting their
mail mixed.
. .
. . Robert
. . .
. . . S. and
Theatre change notes—^the Conant, operated
by William and Thaddeus Szypulski in
Hamtramck will reopen with Polish films,
The Affiliated
booking independently . . .
circuit is switching the Lakewood from three
to two changes a week . Ernie Ziegler, U-I
salesman, reported Mrs. Ethel Kilmark reopening
the Loma at Coloma .
Page is now general manager for the Michigan
and Nortown Theatre companies at Flint
. . . Earl H. Evans and Ray Engle jr.. are
switching the Strand at Lowell to a twochange,
single bill policy A. Kleaver
is closing the
.
Uptown at Grand Rapids
Tuesdays through Fridays Don Garey
will close the Hastings at Hastings for the
summer . . . The Joseph B. Krul estate
A
Is
closing the King in Detroit
Richard Montgomery will close the Sun at
Williamston on Wednesdays.
Ernie Conlon, Film Truck secretary, is
progressing favorably following a kidney removal
at Grand Rapids and expects to leave
^IWl*'**"^
OUTSTANOINC
CRArrSMANSHIP SHIP AND ENCINttMINO
ENCINttMINfl
S«rrlco Parti Repairs
DETROIT POPCORN CO.
READY-TO-EAT POPPED CORN
Corn - Seasoning - Boxes • Salt
DISTRIBUTORS OF CRETORS' POPCORN MACHINES
5633 Grand River Ave. Phone TYIer 4-6912
Detroit 8, Mich. Nights-tJN 3-1468
RCA
Dealer
You con alwoyi
depend on RCA
quality.
214 W. Montcalm
Woodward 1-1122
See Us Now . .
Whatever you need—
we can supply it.
ERNIE FORBES
Theatre Supply
Detroit 1, MItli.
SERVICE-QUALITY -PRICE
COLD CHIPS
Potato Chips Exclusively for the Theatre Trade
VETERAN FOOD PRODUCTS, INC.
13231 Conant Avenue Dotrolt 12, Mleh.
Phone TWInbrook 3-4393 ,
ME-4
BOXOFFICE :: May 5, 1958

, . Bernadette
. . Adalyn
. . Helen
. .
the hospital soon . Bower reports
two Detroiters connected with the forthcoming
"Pork Chop Hill." Actor Georpe Peppard
will have a principal role, while the
original story is by S. L. A. Marshall, who
spoke at a Variety Club gathering several
years ago . Sohneider, who runs
the Stratford Theatre with her sister Gertrude,
has taken up house-painting at their
cottage in Canada, while Gert handles the
domestic duties.
Wayne Roberts, Stratford operator, had
the unwelcome experience of a flat tire on
the expressway . Werner of the
UDT publicity staff headed for Miami Shores
to enjoy a two-week Florida vacation .
Mrs. Bill Clark reports the newly organized
ladies of Variety— the Barkerettes—are meeting
regularly the second Tuesday of each
month and looking for more of the distaff
side of the industry t

. . Laura
. . Ted
. . Bill
. . Leo
. .
. . Leo
. . Eddie
CLEVELAND
IwriUoii A. Mooney. president of Cooperative
Theatres of Ohio, fell in love with the
west on his last winter's vacation and bouRht
a home in Phoenix, Ariz. This does not presage
his retirement but only removes the hazards
of winter travel In the future. He and
Mrs. Mooney plan to spend the summers in
Cleveland. In his absence, his son Blalr will
mind tJie store.
. . . Howard
Health reports: M. B Horwitz, a heart
attack victim, had been back at his desk
several hours a day but Thursday (1> he
ducked out of Cleveland to complete his convalescence
in Miami Beach where he will
team up with his former gin rummy partner.
Izzy Schmertz. retired 20th-Fox manager,
now an enthusiastic Ploridian
Reif of Modern Theatres, still in Lakeside
Hospital, is feeling better and receiving
visitors.
Opening and closings: Jack Gutilla reopened
his Roxy Theatre in DeGraff . . . Edward
J. Modi will follow his usual policy patterns
Monday i5i when he closes the State
Theatre. Barnesville, for the summer ... In
Steubenville. Arthur Diannaballe closed the
Ohio Theatre indefinitely . . In Mansfield,
the Park, a unit of the Skirball Bros, circuit,
reduces summer playing time to four days
starting May 7 according to notification to
exchanges . . . E. L. Staup of the Capitol
Theatre. Delphos. foreseeing a silver lining
in the movie clouds, is restoring a fulltime
THE
BIG COMBINATIONS
COME FROM
Allied Film Exchange Imperial Pictures
2310 Cass Ave.
Detroit, Mich.
2108 Payne Ave.
Cleveland, Ohio
p.>licy at the theatre with two changes a
week. He had been open only three days a
week.
Leonard Mishkind of General Theatres operating
a chain of theatres in Cleveland, Orr-
. . . Bill
.
ville and Cadiz, has been vacationing in
Exchanges received word that
Florida . . .
Park Belden, owner of the Thornton Theatre,
Akron, suffered a heart attack . Wei.ss,
Columbia manager, was out in the territory
making personal calls on exhibitors
Onie. Cincinnati theatre circuit owner, was
here combining business and pleasure . . . Don
and Marv Marcus have moved their Marcus
Advertising Agency out of the Film building
and into a new office building on Euclid
avenue near 30th street Levy. Buenii
Vista district manager, and his wife, attending
the International Variety Clubs convention
in London, are due back in the States
May 12.
. . .
Louis Krenitz, 70, brother of Joe Krenitz.
former MGM salesman currently handling
the sale of "Dr. Sikini's Scream Show" died
Nat Barach. NSS manager, was back on
the job having .successfully overcome whatever
it was that laid him low the early part
of the week . Kovach, secretary to
U-I district manager Peter Rosian. returned
to her typewriter after a week's vacation . . .
HaiTy Buxbaum, Paramount manager, attended
a district meeting in Philadelphia.
. . .
.
.
George Wakely is back at the old stand,
the Limelite Theatre in Woodville, and he
also re.sumed as golf pro at the Chippewa
golf course near Toledo Wanna sell a
boat? Jack Armstrong, circuit owner sold
his large one and is in the market for a
smaller one . . . Mr. and Mrs. Steve Rheno,
Elm Road Drive-In. Warren, staged a gala
wedding last week for theii- daughter
Word has been passed along that the Willow
Theatre at Clyde, operated since July 1957 by
Charles Livingston, has closed Jones'
Indian Trail Drive-In on Route 25 near
Sandusky will not open this year on account
of road building that blocks off the entrance
to the airer.
Mrs. Hazel Lenz, wife of the manager of
the Miracle Mile Drive-In, Toledo, has taken
up a new hobby, the study of hatidwriting.
D 2 years for $5 D 1 yeor for $3 3 years for $7
D Remittance Enclosed D Send Invoice
THEATRE,.
STREET ADDRESS
TOWN ZONE STATE
NAME
^^^
POSITION..
THE NATIONAL FILM WEEKLY S2 issues a year
825 Van Brunt Blvd., Konsas City 24, Mo.
She hopes to become an expert in this field
and use it to good punrose . Bergman
has declined an offer to become manager
of the Variety Club . Greenberger
of the Community circuit is in Florida.
Velma West Sykes. BOXOPFICE Blue Ribbon
Awards chairman, was besieged for information
atxjut pictures from members of
the Federation of Motion Picture Councils
whom she addre.ssed Wednesday (16 1 night
on "Spon.sorship vs. Censor.ship," in which
she stressed the responsibility of council
members to support family type pictures in
order to maintain freedom of cen.sorship for
Adrian Awon is currently handling
films . . .
20th-Fox publicity in this area. He succeeds
Steve Pirozzi.
Detroit Avon Art Theatre
Nears Gala Opening Date
DETROIT—Albert Dezel,
independent film
distributor and art theatre operator here, is
moving into tristate operation with the opening
of the Avon Art Theatre at South Bend,
Ind.. which he will operate in partnership
with Sam H. Kaplan of Chicago, who is also
a partner with Dezel in independent film distribution
in the Windy City. Dezel operates
the Coronet Theatre here and Mrs. Dezel operates
the Surf Theatre.
The Avon is a 1,000-seat downtown house,
formerly a first run. closed about three
months ago. It is being extensively remodeled
for the opening, which features "How
to Murder a Rich Uncle" and "The Lady Killers."
Dale Edmonds, formerly manager of the
Emsee Art Theatre in Mount Clemens, operated
by R&H Theatres under the direction
of Robert H. Vickrey, was appointed house
manager of the Avon.
"Foreign films seem to be gaining in popularity
mostly because Americans have been
traveling more and enjoy seeing places they
have seen in films." Dezel said in announcing
the expansion of his art house investments.
''Men who have been in service also
aid the market because of their wide travels."
Albert Kinzeler Dies;
Retired Ohio Exhibitor
DAYTON—Albert F. Kinzeler, 73, retired
operator of the Elite Theatre and former
president of the North Dayton Amusement
Co., died recently. Three daughters, Mrs,
Ruth Solot, Columbus; Dorothy M. Kinzeler,
Dayton, and Mrs. Elsie Beatty, Cincinnati,
and two sons, C. William and Charles G.,
both of Cincinnati, survive.
Hosts Paul Newman Relatives
CLEVELAND—A special family screening
of "The Long. Hot Summer" was held Thursday
(24) evening in the 20th-Fox screening
room for 62 Cleveland relatives of Paul Newman,
including his mother, Mrs. Arthur
Newman of Shaker Heights. This was also
the occasion of the vicarious introduction of
the aunts, uncles and cousins to Joanne
Woodward, who costars with her husband in
the picture. The screening was arranged by
Adrian Awon, 20th-Fox field publicist.
Rep. to Release 'Place to Land'
LOS ANGELES — Albert Gannaway has
closed a deal with Republic to release his
forthcoming picture, "No Place to Land,"
starring Jackie Coogan, as well as one other
future film.
ME-6 BOXOFFICE May 5, 1958

. . Majeske
. . Bud
. .
Reassign Republic Films
Cleveland
In Detroit,
DETROIT—Allied Film Exchange will
tiUce
over distribution of Republic product here
after the local exchange, long under the direction
of Moe Dudelson, closes May 9. The
details were confirmed by Mickey Zide, son
of Jack Zide, exchange owner, who was in
London for the Variety International convention.
Zide's Imperial Pictures, under the management
of Rudy Norton, will also take over
Republic distribution for the Cleveland territory.
The Republic exchange here was an outgrowth
of the independent exchange, operated
under Monogram and other titles, established
years ago by the late Jack Saxe,
William Hurlbut and Jack Berkowitz of Buffalo.
BOWLING
DETROIT—Altec lost
four points and first
place to National Carbon, while National
Theatre took four points from Local 199 and
Amusement Supply took four from Ernie
Forbes in the Nightingale Club Bowling
League. New standings are:
Team Won Lost Teom Won Lost
Not'l Corbon 64... 40.. Ams't Sply 50... 54..
Altec 62... 42.. Local 199 47... 57..
NTS 61... 43.. Ernie Forbes 28 ...76..
High scorers were: Ralph Haskin, 190-212-
226, 628: Jack Lang, 198-230-195, 623: Francis
Light, 227, 599; Jack Colwell, 191-205. 577:
Jack Lindenthal, 232, 570; Robert Armstrong,
215. 551; Tommy Tliompson, 193, 501; Richard
Connell. 519: Bud Gates, 197; Robert Bloch.
197; Frank Quiiilan, 190.
Bowling Notes—Roy Thompson was missing,
so the high single and high three rolled
by National Theatre Supply didn't count . . .
Robert Armstrong was back on the Altec
team, feeling pretty good . Gates is
getting better by the week, as is Phil Majeske,
.
who rolled 171 after a big first game .
Robert Bloch folded up like a book, with Joe
Pickering helping him fold . . Eddie Waddell's
.
502 was his biggest game of the sea-
son made the 5-6-10 split, Carl
Mingione the 5-7 and 5-6, Edgar Douville the
5-7, and Richard Connell the 6-7-10 . . .
Floyd Akins reports it was Mrs. Richard Connell's
clan rather than her own gang she had
with her last week.
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 first 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.
Ken Carter to CSI
HOLLYWOOD—Kenneth Carter, former director
of public relations of Skiatron TV, has
joined the public relations firm of Cleary-
Strauss & Irwin. Skiatron's public relations
will now be handled by CSI, with Carter as
account executive. Prior to his association
with Skiatron. Carter was for many years
with U-I publicity department.
Ohio Teenagers Crave Better Films,
Regard Horror Shows as Comedies
YOUNGSTOWN, OHIO—The younger generation
appreciates the better pictures, no
matter what Hollywood .surveys show to the
contrary, concludes Fred Childress, motion
picture editor of the Vindicator.
"After reading several surveys about what
teenagers like—Elvis Presley, rock 'n' roll and
all kinds of repulsive stuff," writes Childress,
"I decided to make a survey of my own."
ASKS TEENAGE COUNCIL
He went to the Teenage Motion Picture
Council, which is composed of a representative
from each of the local junior and senior
high schools. Childress' report follows:
Well, now, industry surveys have it that
moviegoers of this age are exclusively devoted
to space antics, rockabilly singers, teenage
Frankensteins and the like. Horror outweighs
rock 'n' roll, since space pictures also
fall into this category—they don't do well
unless there's something horrible about them.
So I asked how many students, out of 20
or so, had seen 'Rodan!'
There were two.
Riecovering from this piece of news, I
suggested feebly that teenagers were supposed
to like horror films and attend them
in droves.
"Sure," the girls said, "We're crazy about
them."
"There's nothing like a horror film for
laughs," one of the boys agreed. "We go for
the comedy."
"But it's no good unless you're with a date,"
another one said. "It's the psychology of the
thing."
"Psychology?" I said.
"You know," he explained. "The girls
scream and the boys hold them. All very
psychological."
At this point it seemed best to change the
subject. "How many of you saw "The Bridge
on the River Kwai'?"
All but two.
"Did you like it?"
The girls were crazy about it, substantiating
a column I wrote earlier this week calling
"The River Kwai" a "woman's picture."
Oh, the boys thought it was all right, but
maybe a little slowmoving. They preferred
"Witness for the Prosecution."
GIRLS SEE TWICE AS MANY
The girls, it turned out, had seen about
twice as many pictures as the boys. There
was some quibbling over the mathematics of
this, since they also said they rarely went to
the movies alone, but usually with a date.
When I pointed out the discrepancy, they
looked at me strangely, as though wondering
whether I was as old as I looked.
"It's not our math that's off," one of them
said, leading me into what I gather is a common
trap. "It's your geometi-y."
They all laughed and then turned to me
expectantly.
"Geometi-y?" I said, feeling helpless. "I
don't get it."
"The eternal triangle!" the girls chorused
triumphantly.
The survey seemed to be getting out of
hand, so I made it more definite. What pictures
did the girls like best? "The Bridge on
the River Kwai," "Sayonara" and "Raintree
County." Not a single mention of Elvis,
Pat Boone or Tommy Sands. "Peyton Place"
wius the best picture of the year.
The boys also liked "Peyton Place," but they
admired "The Enemy Below," "Witness for
the Prosecution" and "The Young Lions"
more.
Now. I a.sk you. What's the younger generation
coming to?
It's coming to better and better pictures,
that's what. No matter what the Hollywood
surveys show.
Cadmus. Golden Panelists
DETROIT—Two managers of northwestern
suburban houses spoke at the annual lunchton
meeting of the Greater Detroit Motion
Picture Council Friday i2) at the Women's
City Club.
Industry public relations were discussed by
William Cadmus, manager of the Redford
Theatre, operated by Community Theatres,
and by Irving Golden, operator of the Irving
Theatre, under the panel title, "Cooperating
with the Community."
Youngslown Bargain Matinee
YOUNGSTOWN. OHIO — The
fii'st-run
Paramount featured a noon to 2 p.m. bargain
Friday il8i with all seats for 25 cents, "because,"
Paramount ads read, "we want
thousands talking about this great show."
The program consisted of "Saddle the Wind"
and "Underwater Warrior." Regular prices
are 50 cents until 2 p.m., 60 cents until 6
p.m. and 80 cents in the evening.
HERE'S YOUR CHANCE
to get in Ihe
BIG MONEY
o screen game,
HOLLYWOOD fakes top
honors. As a box-office attraction,
it is without equal. It has
been o favorite with theatre goers for
over 15 years. Write today for complete details.
Be sure to give seating or cor capacity.
HOLLYWOOD AMUSEMENT CO.
3750 0»«ton SL • Skokit llllnoil
Count on
CHICAGO
13 3 7 So.
W a b o 1 h
NfW YOBK
630 Ninth
FILMACK
When you ore in need of
Announcement
A Special
TRAILER
Ym'H • IMcliteri WRh Oir
nw Qiamy HU Qiltk Unkt.
BOXOFFICE May 5, 1958 ME-7

COLUMBUS
•The tables were turned on Manager Walter
Kessler of Loew"s Ohio, who makes a
specialty of awarding trophies from film
stars, by members of Phi Sigma Delta fraternity
at Ohio State University. Kessler
went to the movie costume ball at the fraternity
to awai-d a trophy In the name of
Clark Gable, star of "Run Silent. Run Deep."
It happened to be Kessler's birthday. The
fraternity members learned of it and surprised
tlie Ohio manager with a big birthday
cake.
Norman Nadel, Columbus Citizen theatre
editor who appears in "Teacher's Pet" starring
Clark Gable and Doris Day, will be given
the star treatment in advance of the picture's
playdate at Loew's Ohio. Manager Walter
Kessler is plaiining radio and television interviews,
press reception and photo coverage . . .
Mary Jose of the Columbus Star editorial
staff has been named tempoi-ary theatre editor
of the weekly. Brock Jones, theatre editor
for the past year, has resigned.
Showing of "Wasted Lives" and "The Birth
of Twins" at the Hudson and Russell neighborhoods
was attacked by Paul J. Lynch.
Democratic candidate for the Ohio House of
Representatives, in a speech here. Lynch accused
the Republican-dominated Ohio legislature
"of failing to protect youths against
unwholesome pictures." He said Senator
Charles Mosher, chairman of the Senate education
committee, stopped enactment of a
new, stronger censorship law "in the name
of civil liberties and all that trash that goes
with it" He said "Wa,sted Lives" is "Just
.smut" and "The Birlh of Twins" "exploits
one of the most beautiful events In the history
of society, the birth of twins."
a fourth and final week at Loew's Ohio,
"Snow White and the Seven Dwarfs" three
weeks at RKO Grand, "The Young Lions"
two weeks at RKO Palace and "And God
Cieated Woman" 16 weeks at the Drexel.
Manager Bob Little of the Bexley art house
will play host to the Columbus Community
Theatre, local amateur group, .sponsor of two
.showings May 1 of "The Golden Age of
Comedy." Receipts from advance sale of
tickets will go to the theatre group.
No Wooster DST
WOOSTER, OHIO—The city council defeated
by a 4-3 vote an ordinance aimed at
putting Wooster on daylight saving time for
the
summer.
Leaving soon for Alaska, Art and Jo
Napoleon, husband and wife writing team,
will do research work for the Warner picture,
"Ice Palace."
Sidney Brant Group Buys
Fairborn, Ohio, Airer
FAIRBORN, OHIO—The Skyborn
. . . Business
Herninn Hunt, operator of Hunt's Cine-
Stage, said 'Around the World in 80 Days"
would close April 29. The Todd-AO attraction
opened last September 12. This is the longest
run of a film in Columbus
continued excellent in several theatres with
"The Bridge on the River Kwai" completing
Cruise-
In has been sold by the estate of D. E. Kinsel
to a Cincinnati firm for $110,000. The firm
is Sidney C. Brant and Associates, headed
by Brant, a Cincinnati lawyer. The transaction
included the lands, buildings, and theatre
equipment, but not a nearby roller skating
rink also owned by the estate. Kinsel,
who founded the drive-in in 1951, was killed
in an automobile accident last summer.
The new owners plan to improve the property
by adding 350 car speakers to
bring the capacity to 1,000 automobiles. They
also plan a new snack bar and service facilities,
said Ed Lange, of the Huffman Realty
Co.. Dayton, who represented both parties.
Film Councils President
Thanks Cleveland Club
CLEVELAND—Mrs. Frederick Chapman,
president, and Mrs. William G. Sullivan,
secretary of the Motion Picture Council of
Cleveland, were on constant duty as hosts to
delegates and members attending the National
Federation of Motion Picture Councils
convention here. All of the local council
members shouldered their tasks to make the
entire conference "run silent, run fast," with
nary a dull moment. Except tor the special
screening, there was no opportunity to leave
the Carter Hotel, so closely knit was the
two-day program. National President Mrs.
Dean Gray Edwards expressed public thanks
for the efficiency of the local council in its
preparation and conduct of the conference.
•;o'«

—
—
—
—
—
—
'Macabre' 160 Tops
Grosses in Boston
BOSTON—A balmy weekend bringing the
first signs of spring took the spurt out of
the new product but three new films drew
excellent patronage despite the good weather.
"The Brothers Karamazov" at the State and
"Macabre" at the Paramount and Fenway
vied with each other for top honors. "The
Goddess" in a world premiere did excellent
evening business. "The Bridge on the River
Kwai" moved over to the Capri after 18
weeks at the Gary.
(Average Is 100)
Astor Moriorie Morningstar (WB), 3rd wk 90
Beocon Hill The Goddess (Col) 140
Boston Search for Porodise (SW), 22nd wk 85
Capri Stage Struck (BV), 3rd wk 85
Exeter Street Lucky Jim (Kingsley), 2nd wk. . .
.100
Gory The Bridge on the River Kwai (Col),
17th wk 115
Kenmore Henry V (Rank), 5th wk 80
Memorial The Long, Hot Summer (20th-Fox),
3rd wk 110
Orpheum Run Silent, Run Deep (UA);
The Quiet American (UA), 4th wk 100
Poramount and Fenway Macabre (AA);
Hell's Five Hours ( AA) 1 60
Saxon South Pacific (Magna), 2nd wk 300
Stote -The Brothers Koramaiov (MGM) 1 55
'River Kwai' Still Strong
As Hartford Holdover
downtown holdover
HARTFORD—The sole
was "The Bridge on the River Kwai," doing
healthy business at $1.50 top.
Allyn Mirocle of Marcelino (UMPO);
The Red Balloon (Lopert), revivals 85
Art Nana (Times); Wee Geordie (Times),
revivals 75
Cine Webb Smiles of a Summer Night (Rank). .105
E. M. Loew The Bridge on the River Kwai (Col),
4th wk 220
Polace The Gift of Love (20th-Fox);
Ambush at Cimarron Pass (20t"h-Fox) 95
Poli The Young Lions (20th-Fox) 150
Strand Attilo (Embassy);
Lady of Vengeance (UA) 110
'Bridge' and "Lions'
Strong in New Haven
NEW HAVEN—"The Bridge on the River
Kwai" followed the national pattern here,
chalking up a handsome 220 at Loew's Poli.
"The Young Lions" did nicely in holdover
status at the sister house. Loew's College.
College The Young Lions (20th-Fox); 3rd wk. 165
Crown ^Wells Forgo (Pora); Union Pacific
(Para), revivals 85
Lincoln So Little Time (SR) 100
Paramount Attilo (Embassy); Oklahoma Woman
(AlP) 105
Poli—The Bridge on the River Kwai (Col) 220
Roger Sherman Morjorie Morningstar (WB);
Fort Bowie (UA) 110
Wholley The Golden Age of Comedy (DCA);
Panic in the Parlor (SR) 1 00
Ernest T. Kimball Dies;
Former N. H. Showman
MANCHESTER. N. H.—Ernest T. Kimball,
67, at one time a well-known film exhibitor
here, died in Sacred Heart Hospital April 23
after being stricken with a heart attack while
driving his car on Lowell street.
Early in his career, he had managed the
Modern and Queen theatres and was owner
of the Granite State Theatre. He was a past
president of the Motion Picture Exhibitors
League of New Hampshire.
In addition to engaging in the film business,
Kimball had been a purchasing agent
for the Amoskeag Mills, owner of the City
Construction Co., co-owner of the New Hampshii-e
Frozen Food Locker Service and president
of the Amoskeag Machine Co.
Youthful Enthusiasm, Firm Policy
Make Windsor Sub-Run Pay Off
By ALLEN M. WIDEM
HARTFORD—Tlie suburban theatre, a matter
of much concern in the face of dwindling
revenue reported by some independent circuits,
can be made to pay in these times and
right handsomely at that!
Current case in point is the Plaza Theatre,
situated in Windsor, just over the Hartford
town line. Tlie 800-seater, operated by Lockwood
& Gordon Enterprises, is the sole film
situation in a town with an admittedly burgeoning
population. At last count, Windsor
had upwards of 10,000 population and the
end isn't in sight yet.
Reginald Pelletier, assigned to the Plaza
about a year ago from the Opera House,
Waterville, Me., has instituted a number of
firm, resolute policies that are proceeding to
chalk up encouragement for even the opposition—theatres
in towns not too remote from
Windsor.
The theatre, heretofore on a 14-day availability
as regards product after downtown
Hartford, had been following such a schedule
more or less haphazardly. The Plaza
now is running films right smack on the 14-
day clearance; moreover, a single-feature
policy has replaced a sometimes double-bill
booking. The price scale, boosted from 70
cents to 90 cents for such caliber releases as
"Sayonara" and "Peyton Place," currently
stands at 75 cents and is, of course, subject to
upward revision in event of similar releases.
But beyond the booking practice, the
Plaza has taken on new zestfulness, employe
morale, and interior spirit. Pelletier, a youngish
New Englander with boundless enthusiasm
for the motion picture theatre, has
Sam Badamo Manager
Of New Seekonk Drive-In
SEEKONK, MASS. — Sam Badamo, well
known in New England management circles,
has been appointed
manager of the Family
Drive-In, being completed
here for a May
14 opening by owners
Norman Zalkind and
Hyman Lepes. Badamo's
assistant will be
John Holahan of Tiverton,
R. I., formerly
with the Zalkind-
Lepes Ponta Delgada
Drive-In which was
opened in North Tiverton,
R. I., a year ago.
Joseph Mathias, Fall River, is managing the
Ponta Delgada for the Zalkind-Lepes cu--
cuit.
Badamo is organizing opening activities
that will be marked by presence of town and
state officials while construction workers
put finishing touches on the 1,700-car drivein.
Sam Badamo
"I started up in this business as a bell boy,
then as an usher," Badamo recounted, "and
came up the hard way until I became assistant
to Matt Saunders in Bridgeport, Conn.
Matt, who in my estimation is one of the
finest showmen in the business, was then
and still is manager of the Loew-PoU Theatre."
Badamo later became manager of the Globe
dressed up the house physically, and says,
"We want people to walk into the Plaza and
feel comfortable."
At the same time, the theatre has resumed
its Saturday matinee show for youngsters.
starting the day's regular film program at
6 p.m.
As for patrons aides, Pelletier has arranged
with the progressive-minded management of
the nearby First National supermarket to allow
free, evening parking for 100 automobiles.
An admirable amount of space is also discernible
on the street level.
Pelletier recently pulled off his master
coup—he began going through the metropolitan
Hartford phone book, systematically writing
off addresses in Windsor, Wilson and surrounding
towns, mailing invitation cards
(good for bearer and party) as an introductory
promotion.
He reasoned that new population seeks out
new entertainment, and in the rough-andtumble
atmosphere of competition for potential
customers, the motion picture theatre
can chalk up its share.
The cards read simply: "An invitation to
be the guest of the management at the
Plaza Theatre at Windsor. So that we may
become better acquainted. This invitation
will admit you and a guest to any performance
at our theatre free of charge!"
Working with Douglass N. Amos, general
manager, and William F. Daugherty, district
manager, of the foi-waxd-looking L&G interests,
Pelletier is convinced that constant
public contact, on the field level, daily, will
eventually build up a healthy parade of
steady clientele.
Theatre, Bridgeport, then a vaudeville house,
where he stayed three years. Later management
experience included the College, New
Haven, a Loew-Poli house: the Hope, f>rovidence.
Lockwood & Gordon, and the Pike
Drive-In, Johnston, R. I.. Rifkin circuit. When
the latter circuit built the ultramodern Shipyard
Drive-In, Badamo was named manager
to open it and get it operating smoothly. His
success with the big Shipyard operation was
instrumental in Zalkind and Lepes seeking
him as manager for their new Seekonk unit.
Interstate Corp. Reopens
Milford, Mass., Drive-In
MILFORD. MASS. — The New Milford
Drive-In theatre on Route 16. Mendon, has
been opened for its first full year's operation
by Interstate Theatre Corp., with Carl Baird
as manager. Interstate took over the drivein
late last year and this spring has completed
an extensive renovation project.
Modernization included new projectors,
new screen surface, renovated concessions
stand with new equipment, remodeled offices
and a much-enlai-ged playground.
Baii'd, with Interstate for 13 years, has had
wide experience in drive-in operation and
last was with the Scenic Drive-In, Rochester,
N. H.
Locale for "John Paul Jones'
Warner Bros.' "John Paul Jones" will be
filmed in Scotland, France, the United States
and Spain.
BOXOFFICE May 5, 1958 NE-1

BOSTON
TA/hilr Bob I1i>|m- was hcri' for his two-day
visit to plug "Purls Holiday." he told
the press some anecdotes about making the
picture with Pernandel. the French comic.
"How did we get along? Well. I wanted all
the laughs and Fernaiidel wanted all the
laughs. But I knew the director better. However,
we had such a great time that we are
costarring In another film to start this fall
called 'Hollywood Holiday.' " Hope said that
the reaction to his TV show on the Russian
films was so great that It will be repeated in
June. He said, howe\'er, that there Is so
much film left over from his Russian jaunt
that he is planning to make it Into a 40-
minute documentai-y short for showing in
theatres.
After two world premieres In one week In
this city, plus the first-run showings of
sewn other films, the exchange publicists
should be able to catch their breaths for a
brief spell. This reporter approached Jack
Markle. Columbia's publicist who had just
launched the world premiere of "The Goddess"
at the Beacon Hill Theatre. For this
film, Paddy Chayefsky, author, came to the

. . . George
. . Doug
. . Playing
. .
meeting here last week setting detailed territorial
plans for UA's spaced release progiam.
Gene Tunick, eastern district manager, presided
with Velde. Exchange managers participating
were Harry Segal of Boston and
Irving Mendelson, New Haven. Velde and
Tunick also met with area circuit officials
and theatre owners to plan spring and summer
release of UA product.
Boston Circuit Units Gain
With Separate Film Policy
BOSTON—The management of Loew's
Boston Theatres, headed by Charles E. Kurtzman,
division manager, has decided to make
permanent the new policy established a few
months ago. Heretofore, the two Loew's theatres,
the uptown State and the downtown
Orpheum, have always played day and date.
Starting early in February, the two theatres
were separated productwise. with the
Orpheum playing "Don't Go Near the 'Water"
(which ran for six weeks) and the State
showing •'Witness for the Pi-osecution"
(which ran for eiglit happy weeks).
"It has been years and years since the
State Theatre has taken in $7,000 or $8,000
on a weekend," Kurtzman said. "The State
has always been our problem. Heretofore,
when the two theatres played day and date,
the State would have an excellent first week
but would be apt to drop off badly the
second or
third week. Under the new policy,
the second and third week problems are
eliminated. The State has 3,500 seats and
the Orpheum 3,000. To fill 6,500 seats with
one bill for two or three weeks is a feat,
believe me.
"But we have struck the correct policy
now, we are convinced. The product is better,
stronger and more plentiful. For instance,
'The Brothers Karamazov,' now in its second
stanza at the State, is doing so well that it
will probably go five weeks, while the Orpheum
is now in its fifth week of 'Run Silent,
Run Deep,' and all this despite the first
warm weather aiTiving. In other words, with
each new film we only have to worry about
3,000 seats instead of 6,500."
Jack Mercer, manager of the State for
many years before he was transferred to
Loew's Uptown in Toronto, has been called
back to take over the reins at the State.
During his absence in Canada, Karl Fasick
had been assuming the managerial duties
of the State as well as the publicity duties
of both theatres. But with Mercer's return,
Fasick is now putting his full time into the
publicizing of the two houses.
New England Dates Set
NE'W YORK—"Wanier Bros, has set 150
playdates for the combination show, "Stakeout
on Dope Street" and "'Violent Road," in
Massachusetts and Connecticut for a threeweek
period beginning May 7.
Screen Actor Dies
NE'W HA'VBN—Albert Tovell Smith, 81, who
played the role of Christ in the motion picture,
"Ben Hur," died April 14 at the Norwalk
Hospital after a long illness. Smith, a
native of St. Louis, had been a vaudeville
performer, stage actor and appeared in numerous
silent motion pictures. For the past
ten years, he had served as professional Santa
Claus at Lord and Taylor's New York store.
He had been compiling anecdotes about the
Santa Claus era for a book. There are no
survivors.
HARTFORD
'Day McNamara, Allyn, .sent wires to local
. . .
film critics ahead of the regional bow of
"The Miracle of Marcelino" . Joe
Levine's import, "Attila," which costars Anthony
Quinn and Sophia Loren, Jack Sanson,
the Stanley 'Warner Strand, used nothing
le.ss than full-page newspaper ads, an
activity not seen here since the early days of
Paramount's "The Ten Commandments" a
year ago Jack Keppner and Ed Miller,
Loew's Palace, took a giant step forward with
their booking of UA's "The Quiet American."
They assigned an aide, in Oriental costume,
to walk through the downtown sector, caiTying
a sandwich sign with the legend, "Read
the book—See the picture." They al.so had
the same aide stationed in the lobby and set
up displays in downtown branches of the
public library.
Tom Grace, Perakos Theatre Associates,
and Mi's. Grace are marking their 20th wedding
amiiversaiy. Their daughter is a college
freshman with an eye towards a journalism
career . Amos, Lockwood &
Gordon Entei-prises' general manager, came
through on one of his periodic visits from
Boston, conferring with Bill Murphy, Cine
Webb. 'Wethersfield. and Reginald Pelletier.
Plaza, 'Windsor.
Danbury beauty Pat Crawley has been
signed to a seven-year contract by MGM
E. Landers, division manager of
E. M. Loew's Theatres, discernibly pleased
over audience reaction to Columbia's "The
Bridge on the River Kwai." holding over at
E. M. Loew's here, was talking in terms of an
alltime record holdover for the attraction.
A 15-week stay (Michael Todd's "Ai'ound the
World in 80 Days"i holds the title. The Todd
picture chalked up an unprecedented $150,-
000 gross. "Bridge" is charging $1.50 here on
weekends. This town normally pays only 90
cents for downtown first-run product.
Mickey Daly, Blue Hills Drive-In Theatre
. . .
Coi-p., was a New York business visitor . , .
Robert E. Sternburg, district manager, New
England Theatres lAB-PT affiliate), came
Sam
in to see Ray McNamara, Allyn
Safenovitz, Yale. Noi-wich, started a new
. . .
Saturday .serial feature, "The Batman" .
Lana Turner's starring status in "Peyton
Place" received top billing in regional advertising;
the Croton Drive-In hailed the
Jerry Wald attraction with these words,
"Starring Lana Turner at Her Best!"
Paramount booked "Teacher's Pet" day-anddate
into the Perakos State. Jewett City, and
the Menschell Plainfield. Plainfield. Companion
feature was "The Spanish Affair."
Beat the Rain—
with the one-piece, snap-on
MOV-E-VUE Rain Visor
Eliminates windshield wiping
Clips on and off in 20 seconds
Fits all cars— Roils up for storage
96% of all Connecticut Drive-In
Theatres Sell 'em with Great Success.
Write:
We Supply FREE Trailer
PIONEER SALES CO.
P.O. Box 899 Waterbury, Conn.
Attention-Drive-Ins!
miRmC PROMOTION
ENGLISH-TYPE
BICYCLES
AT
FREE
NO COST TO YOU
ALSO LIVE MAGIC ACT or PUNCH & JUDY SHOW
AVAILABLE WITH DEAL
}Nnie - or Phone ASpinwall 7-9283
I. H. BLOOM 48 Williams St. Brookline, Mass.
25 yEARS OF SATISFACTORY SERVICE
BOXOFFICE May 5, 1958 NE-3

I Loew's
would
. . When
NEW HAVEN
T eonard Sampson. Robert Spodlck and Norman
Biaiek of the Nulmeg Theatre circuit
played a Warner revival bill, consisting of
"Springfield Rifle" and "Drumbeat." and
advertised the fact that Gary Cooper plays
tlie major in the former and Alan Ladd of
"Shane" fame appears in the latter . . , The
territory's drive-ins are back in full strength,
all underskyers accompanying their reopening
shows with praiseworthy display of advertising
in newspapers. A number of these
units. Incidentally, turned to highway advertising
during the winter as appropriate audience
reminders.
The Bowl Drive-In. West Haven, played no
less than three major features, U-I's "The
Lady Takes a Flyer" and "Flood Tide" and
Paramount's "Reap the Wild Wind." on one
program, at no additional admission charge.
This practice is becoming increasingly popular
of late, particularly on weekend nights at
drive-ins both inland and along the Connecticut
shoreline. Exhibitors rea.son the activity
will continue through the summer season
at any rate . . . Floyd Fita.simmons and
Jack Goldstein, formerly with L.oew's and
CBS. respectively, were in the territory ahead
of Joe Levine's "AttUa."
Harr)- Shaw, division manager, and Lou
Brown, ad-publicity chief for Loew's Poli-
New England Theatres, were very much enthused
over initial circuit reaction to "The
Young Uons" openings. Tiade sentiment was
strong indeed for this filmization of the
Ii-win Shaw bestseller, final production under
the distinguished Al Lichtman's banner. Shep
Bloom, 20t.h-Fox manager, got sizable comment
from bookers on this release . . . Irving
Hillman, Stanley Warner's ebullient Roger
Sherman manager, made downtowners sit up
and take notice with his showing of UA's
"Paris Holiday." Irv not only blanketed downtown
streets with "PH" reminders but also
made merchant and school tie-ups.
There's no word as yet from George Le-
Witt. industry pioneer, concerning plans disclosed
several years ago for a drive-in theatre
at Berlin, New Britain suburb. Property
owners have long been protesting the LeWitt
idea, contending that such a facility would
decrease zoning values and also bring in too
much noise for the area. At the same time.
FILMACK
When you are in need of
Announcement
A Speciol
TRAILER
Ym'II B* OtilchM With Oar
Hm Qialily Aid Qiiek SeniM.
Producers for Life, Times, American Con, Pepsi-
Colo Shorts. Edited Features, "CODE of the Underworld,"
"Operotion Manhunt," Billy Grahom's
Crusade "Times Square Story."
Spot News Coverage by our cameraman.
Will Produce any Subject 16mm, 35mm.
Technicians formerly with March of Time.
David J. Cazalet, Inc.
333 W, 52nd St., N. Y., N. Y., Tele. Ploio 7-7847
•KING' WELCOMKU—iMorris Simms,
left, manager of the Olympia Theatre,
Fall River, Mass.. welcomes to Boston
Nat "King" Cole, star of Paramount's "St.
Louis Blues," who was there on behalf of
the picture biography of VV. C. Handy.
The two are seen at a press reception at
the Sheraton Plaza Hotel.
New Britain interests
are talking of building
a Disneyland type amusement park in Berlin.
The .^uburb has no amusement facilities at
the moment . . . Julia Smith, Stanley Warner
State, Waterbury, reported admirable public
response to her Wednesday night teenage
dance competitions. Grand finale winners
will get various prizes.
Judge Orders New Trial
In Loew's Damage Case
HARTFORD—A letter that went astray has
resulted in the ordering by Superior Court
Judge John M. Comley of a new trial of a
negligence action.
Roxie Surabian of Hartford brought a
$25,000 damage suit against E. M. Loew's Enterprises
on the grounds that he had been
injured in a fall at E. M. Loew's Theatre here.
He won a final judgment of $5,000 by default
because the suit was not defended.
Judge Comley said that papers in the suit
were sent to the Loew's home office in Boston.
Then Loew forwarded them by regular
mail to the Southern New' England Adjustment
Bureau of Hartford for handling. The
papers were never received, the judge said.
"Had this process been received," Judge
Comley said, 'it Is inconceivable that an appearance
would not have been entered in behalf
of (Loew's), in an action claiming damages
of $25,000.
"Had such an appearance been entered, no
default judgment would have followed and
1 have had an opportunity to
present its defense.
"An apparent injustice has resulted. The
mere fact that (Loew's) mailed the process
by ordinary mail and not by registered mail
does not constitute such negligence or inattention
as to deprive it of its remedy (a new
trial)."
Greenways Move to L.A.
HARTFORD—Fred R. Greenway. retired
Loew's Palace manager, and Mrs. Greenway
have moved to Los Angeles, where the former
showman will be associated with his brotherin-law
in a restaurant chain.
NEW HAMPSHIRE
The Pine Island Drive-In in Manchester Inaugurated
weekly Bumper Strip nights
April 20. E>very Monday night, except holidays
and preholidays, the management said,
a driver will be admitted free if accompanied
by at least one adult. The ozoner Is
located in the Goffs Falls section, adjacent
lo Pine Island Park . "Around the
World in 80 Days" opened at the State In
Manchester, the first 100 women to appear
at the boxoffice were given a free $2.50 bottle
of "My Sin" perfume through the courtesy
of Leavitt's. the largest depai-tment store in
New Hamp.shire.
The r2th annual Mi.ss New Hampshire Pageant,
sponsored by the Union-Leader Fund,
will be held at the Palace Theatre in Manchester
May 13 and May 21. This will be the
first time in the long history of the colorful
event that it has taken place in a theatre.
The previous pageants have been held either
in the State Armory in Manchester or the
Carousel ballroom at Bedford Grove. The
May 13 event will feature the crowning of
Junior Miss New Hampshire, a high school
girl 16 or 17 years old, while the May 21
pageant will feature the selection of Miss
New Hampshire of 1958.
Orton H. Hicks, a director of Loew's International,
has been named vice-president
of Dartmouth College in Hanover, where he
was graduated in 1921 and received a master's
degree from the Amos Tuck school of business
administration the following year.
Two more summer drive-ins started their
new season. The Plaistow Drive-In reopened
April 11. when the copy of a newspaper
advertisement admitted motorists free,
and the Concord Drive-In resumed operation
April 17.
Mario K. Dedo, owner of the Park Theatre
in Jaffrey, has been named to the campaign
committee for Stuart V. Nlms, Keene insurance
broker, who is seeking the Democratic
nomination for congressman from the
Second New Hampshire District.
Stafford Springs Palace
Continues Student Plan
NEW HAVEN—The Markoff Bros.
Palace,
Stafford Springs, is continuing its student
ticket discount plan, under which high schoolers
in that northeastern Connecticut town
are admitted at lower prices with presentation
of cards distributed through the high school
principal. Teenage reaction is described as
lukewarm by Manager Hal Bogue.
Similar plans, approached in past years by
other smalltown Connecticut situations, have
been dropped shortly after their start, theatre
managers attributing such a move to public
apathy. It is felt in filmrow quarters that
any reduced-price idea, even if extensively
promoted, cannot draw continually because of
a variety of reasons, including the regional
outdoor theatre offer of free admission to
youngsters under 12.
Another family approach—the Yale Theatre,
Norwich, offer of free admission to
youngsters under 12 accompanied by parents
on weekday evenings—is reported encountering
only fair public response.
Gene Barry and Beverly Tyler are starred
in United Ai-tists' adventure film, "Hong
Kong Confidential."
NE-4 BOXOFFICE May 5, 1958

. . The
. . For
. , The
Toronto-Made Film
In June Premiere
TORONTO—"Now That. April's Here," the
first English-language feature produced entirely
in Toronto with an all-Canadian cast
by Klennian-Davidson Productions, Toronto,
will be world-premiered in June at the Towne
Cinema, a unit of Twinex Century Theatres
Corp. The 90-minute picture is based on
four short stories by Canadian Morley Callaghan.
William Davidson is co-producer and
director.
Davidson said this feature is the forerunner
of a new development for the film industry
in Canada, pointing out that its production
was independent of government a-
gencies. such as the National Film Board and
the Canadian Broadcasting Corp. The picture
was designed for theatrical markets in
other countries but arrangements had been
made for its world premiere in the city where
it was made.
Distribution of "Now That April's Here"
will be handled, it was stated, by David
Griesdorf. executive vice-president of International
Film Distributors, of which Nat A.
Taylor is president. Griesdorf is the former
head of the Canadian Odeon circuit, Taylor
is also the president and managing director
of the Twinex Corp., popularly known as
20th Century Theatres in its operation of
60 theatres in Ontario,
Louis St.
Laurent Elected
To Directorate of FPC
TORONTO—At the annual stockholders
meeting Monday (28> in the head office of
Famous Players Canadian Corp. here, Louis
St. Laurent, former Liberal prime minister
of Canada, was elected a new director of the
company.
No longer a member of the Canadian
Parliament, he recently turned down a suggestion
that he be appointed to represent
Queen Elizabeth as governor-general of the
Dominion. St. Laurent lives in retirement at
Quebec City.
President J. J. Fitzgibbons presided at the
meeting.
Young Ontario Exhibitor
Robbed by Hitchhiker
TORONTO — Shortly after he had left
Niagara Falls, where he had been with the
Odeon Capitol, Sigardjak Jakovics, 20, was
attacked and robbed by a hitchhiker whom he
had picked up on the Queen Elizabeth highway.
The victim was found unconscious beside
the road and was inished to the hospital
in Hamilton. His condition was reported only
fair. He told police he picked up the stranger
outside St. Catharines.
Toronto Film Officials
See Cinemiracle Film
TORONTO—Cinemiracle and its first production
"Windjammer" were demonstrated
in a Toronto screening room by a group of
theatre and distribution executives and newspaper
reviewers. Among those present were
Canadian Odeon officials but they had no
definite information as to the prospects for
the new process for a Toronto house.
Oil AW A
•The historic ItCRent at Brockville. 974 seats,
closed its doors for the last time April 24
when Famous Players started to remove the
equipment from the building owned by the
eastern Ontario city. R. J. McLennan, who
directed Regent operations, is also manager
of the Brockville Capitol ... In commemoration
of Puccini, the Towne, operated by Umberto
Pusco, featured three operatic singers
in person in a presentation of various arias.
The theatre specializes in foreign-language
films.
After five weeks at the Main Elgin, 1,211
seats, "The Bridge on the River Kwai" was
transferred by Manager Ernie Warren to the
Little Elgin, 410 seats, for a continuing engagement.
Both theatres are under the one
roof. "Paris Holiday" was on the .screen of
the larger Elgin . the third time recently
the five local Foto-Nite theatres paid
a $500 award donated by the Pare Spring
Beverage Co. when Oscar Ladiu-antaye qualified
with a signed attendance card. Pi-eviously
the same amount was paid Theresa
Bellefeuille at the Francais and M. G. Brown
at the Mayfair. A total of $78,550 has been
awarded to date.
Ground has been broken on Riverside Drive
for the construction of the clubhouse for the
Civil Service Recreation Ass'n. Tlie facilities
include a 450-seat theatre, ten bowling
alleys, gymnasium and lounge . Lions
Club of Ottawa South is arranging for an-
. . . Six
other series of open-air bingo games this
season at the Star-Top Drive-In
vaudeville acts were added to the film program
for the last half of the week at the
Francais by R. E. Maynard, proprietor, general
admission being 60 cents.
Betty Zimmerman was re-elected president
of the Ottawa Film Society and Gordon
Stoneham is secretary. The organization has
700 members . Canadian government
travel bureau is distributing 7,000 prints of
200 films throughout the United States for
the promotion of the tourist trade.
AIP Dual Release in June
LOS ANGELES — American International
Pictures has chosen June 18 as the national
release date of "Attack of the Puppet People"
and "Terror From the Year 5000."
Film Qualily Higher,
Say Ontario Censors
TORONTO Ili'li'!- I;i]i(l;u(l . ol
motion
picture produciinii v.iri .ulin vid in the government
fiscal year t'lidiiig Miuch 31, 1958,
according to the annual report of the Ontario
Board of Moving Picture Censors.
"A study of films produced during the 1957-
58 period indicates that the aim of higher
production standards was attained in every
field of production." said O. J. Silverthome,
chairman of the provincial board.
During the 12 months, the board examined
580 feature length pictures from all sources.
Of the U. S. product, 70 per cent of 366 features
were approved by the board without
change. Alterations were ordered in 23 of the
79 British pictures inspected by the cen.sors.
Thirteen of the 137 pictures from other countries
required scissoring.
the board made 198 deletions involv-
In all,
seneftn^
ing elements of realism, dialog, sex, violence
or matters definitely distasteful, and.
in the opinion of the board. po.sse.ssing dangerous
.social influence.
The production of an increasing number of
horror pictures in the period was pointed to
by the board as main reason for an increase
in the number of films classified as Adult
Entertainment.
Rock and Roll Is Losing
Canadian Drawing Power
OTTAWA—Indications are evident that
r.ick and roll is on the wane here and in
Toronto, judging by the dwindling attendance
at performances by rock specialists. For the
"Show of Stars" here at the Auditorium,
2,000 turned up instead of an expected 5,000
and there was jeering for some of the performers,
including Ottawa's own Paul Anka.
At Toronto only 3,500 fans attended a
similar show in the big Maple Leaf Gardens
where Presley at his peak once had been
greeted by a screaming crowd of 12,000 teenagers.
The Toronto Telegram commented:
"Rock seems to be drifting on to the rocks."
One Ontario County Resists DST
TORONTO— Daylight saving time has gone
into effect throughout Ontario—almost. The
people of Essex County refuse to have anything
to do with "summer time."
n 2 years for $5 D
n Remittance Enclosed D Send Invoice
THEATRE..
STREET ADDRESS
TOWN ZONE STATE
NAME
1 year for $3 3 yeors for $7
POSITION
^^^QtHE national film weekly 52 \ssue% a year
825 Van Brunt Blvd., Kansas City 24, Mo
BOXOFFICE May 5, 1958 K-1

. . Max
. . Harland
. . New
. .
. .
. . "Around
VANCOUVER
T ucal film exchanges are busy .streninlining
local operations in an economy move
Some distributors will close out their B. C.
branches and ship and book from the Calgary
offices . Chechik. owner of Myers aiterprises.
is the father of a baby boy. Benny
Chechik. his brother who has been in Australia
for the last seven years. Ls returning
to Canada. Benny built the first drive-in in
Australia and sold it to MGM . . . Tom Moran,
head of Odeon concession units in Canada,
was a local visitor.
Hymie Singer, former operator of B. C.
theatres, is building a $750,000 office building
.
and shopping center in his home town of
Calgary . Fairbanks, head of the
HP popcorn and soft drinks outfit, was here
from Seattle visiting his local branch
Frank Soltice. manager of the Pines Drivein.
Penticton. was here on a booking-buying
Wally Hamilton, owner of Trans-
trip . . .
Canada Films who has been operating Olympia
Film Studios in Seattle, is returning to
Vancouver to take over operation of his
Trans-Canada film studios. He closed out his
Seattle interests on doctors orders.
Earl Haytor, Odeon supervisor for the last
seven years. Ls taking over management of
the Plaza dowiitown. replacing Roy McLeod,
who moves to the Odeon. West Vancouver.
succeeding Johnny Bernard, who takes over
as manager of the Odeon Olympia here .
Harold Wan-en. who operates three theatres
in the Alberni area of Vancouver Island in
partnership with Famous Players and who
built and operated CJAV radio station in that
district, has sold his interest to Kenneth
Huteheson . members of the Vancouver
branch of Canadian Picture Pioneers
are Adrienne Caze of New Westminster and
Cecil Steele of Kitimat.
Two downtown Famous Players theatres.
the Orpheum and Cinema, interrupted their
FOR SALE
THEATRE CHAIRS
$16.50 value for as low as $6.50 ea. Full
Upholstered backs—spring to edge bottoms.
Get our low prices on Foxhole CinemaScope
sprockets. We sell them at U. S. prices in
Canada.
Adler cast oluminum 10" letters while they
last SI.25 ea. Excellent for either indoor or
outdoor sign boards.
DOMINION THEATRE EQUIPMENT CO.
LTD.
847 Davie Street Vancouver, B. C.
film showing for stage shows . the
World in 80 Days" Is now In its tenth month
at the l.OOO-.seat Stanley. It broke all longrun
records for Vancouver. Previous record
was held by "The King and I," which ran
14 weeks. "80 Days" is still playing to 65
per cent of capacity and will exit in three
weeks. "South Pacific" is expected to play
the Stanley in the near future ... An ozoner
on the North Shore took in a record low of
.
$20 one night recently. Ozoner business is
down around 60 per cent from last year, interior
exhibitors report .
Steve Donnelly replaced
. Bill
Bob
Clayton and
McEwan and
Cliff Kerr on the Cinerama crew at the
Strand.
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 unanimou.sly
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 legislature
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 earlier 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 al.so "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 east)
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.
Buys Davenport House
DAVENPORT. IOWA — Ambrose Hinman
has taken over operation of the Sunset Theatre
here. Hinman, who for the last four
years operated the Uptown confectionery
store, is remodeling the theatre and plans a
late spring opening. The theatre will continue
its operation as a second-ran neighborhood
theatre. The former operator was J.
Robert Williams, Bettendorf, who operated
the theatre the last eight years.
COMPLETE
BUYING

RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
5-5-58
Gentlemen:
Please enroll us in your RESEARCH BUREAU
to receive iniormation regularly, as released, on
the following subjects for Theatre Planning:
Q Acoustics

. . The
. . . Joan
. . . "Peyton
. . Kenneth
. . Exhibitors
MONTREAL
Allaire, Victoria, Victoriaville; J. L. St.
Pierre. Bryson. Bry.son, the brothers Uamothe
of the Royal, Di-ummondville.
The Royal Theatre, a new film theatre
with seating t-npiicity for about 350
and fully equipped for Cinemascope projection,
has been opened at Chapais in AbitibI
region of northern Quebec by owner F. Laflamme
. Belmont Theatre, situated
on West Mount Royal street, a United Amusement
Corp. theatre, has been leased for several
years to Louis Soccio, formerly of the
Venezia Theatre. The latter is now known
as the National Theatre. Under the new
management, the Belmont will feature Italian
films. The National, leased by Jean Grimaldi,
features Prench-dubbed pictures as
well as vaudeville turns.
Consolidated Theatres has completed a deal
BEST features
the complete line of
dependable
internationally
and
famous
BflLLflnrvnc
SOUND MASTER
EQUIPMENT
PROJECTORS
LAMPHOUSES
SOUND SYSTEMS
RECTIFIERS
IN-A-CAR
JUNCTION
WILLIAMS
SPEAKERS
BOXES
SCREENS
ANAMORPHIC LENSES
You can always depend on BEST
for PARTS and SERVICE
for ALL types of theatre equipment.
BEST
THEATRE SUPPLY REG'D.
ARMAND BESSE, Prop.
9370 St Hubert Street Montreal, Que.
Phone: DUpont 7-7818
lo .sell Mil' Her Majesty's Theatre for $3.')5,000
10 a Montreal group. The puicha.se was handled
by Allan Toichin and Charles Ei.senstad
of Southern Holding Coi-p. on a 5 'l- -year
lease-back basis. According to Elsenstad,
when the lca.se expires the famous old theatre
will be demolished and a 14-.slory office
building will be erected. The names of the
new owners were not revealed. The passing
of Her Majesty's Theatre, when and if, will
put an end to one of Montreal's best known
places of entertainment.
F. E. Peters has been elected president of
Dominion Sound Equipments Co., succeeding
D. M. Parish, who is retiring. Peters has been
general manager of
the company since
1937, a director since
1939 and a vice-president
since 1947 . . .
Annual report for the
year 1957 of Eastern
Theatres showed a net
profit of $73,268,
equal to $2.29 a share,
compai'ed with $93,221
or $2.91 a share in
1956. Working capital
F. E. Peters
stood at $161,095, down
from $227,551 . . .Directors
of Consolidated Theatres, have declaj-ed
a regular quai'terly dividend of 12
cents per share on class A and the regular
semiannual dividend of ten cents per share
on Class B, both payable June 2, to shareholders
of record May 1.
.
Montreal film people joined in welcoming
Les Canadiens on their return from Boston
where the Plying Pi'enchmen won hockey's
Stanley Cup for the third successive year
Odell is an addition at Warner
Bros. Rosenberg, head booker
at United Artists, was ill a day or so . . .
David Caplan. film carrier, lost several days
John Levitt, Columbia
due to illness . . .
salesman, returned from a trip through the
province, and left for Quebec City and district
Paul Vanier, Warner 16mm. toured
. . . the Lake St. John district . . . Jack Roher,
president of Peerless Films, left for his Toronto
offices.
Astral Films released a double bill for the
Princess featuring two chillers, "I Was a
Teenage Frankenstein" and "Blood of Demon"
.
. . .
Place" is having good success
here and was in its tenth week at two United
Amusement theatres, the Kent and Avon .
The National is
.
presenting "Mains Criminelles"
and "Cap Horn" The Cinema de
Paj-is was presenting for the third week "Les
Louves." starring Micheline Pi-esle . . . The
Palace was in the fifth week of "The Bridge
on the River Kwai," while the St. Denis and
Bijou theatres were showing "Les Esclaves de
Carthage" and "Coup Dur Chez Les Mous."
. . Gratien
Sam Pearlman, Cinerama eastern division
manager, was here to help plan the June 3
opening campaign of "This Is Cinerama,"
which will be brought back in French at the
Imperial for a limited engagement .
Gelinas, Montreal's motion picture, the-
atre and radio and television star, was honored
by being elected to the Societe Royale
du Canada . in town included
Father Despins of the Salle Paroissiale,
Charlemagne: Gonzalgue Tremblay. Capitol,
Chicoutimi: C. Langevin, Tracy, Tracy; Dick
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 newsstand.s.
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. M.sgr. E. J. O'Hagen,
pastor of Sacred Heart Cathohc 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 tw'o theatres; attorneys K. L. Kober
and Earl E. Fosselman. and Russell D. Lamson,
real estate dealer.
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 comer. The 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.
Louis Feiler Firm Named
To Handle Soft Ice Cream
DETROIT—The Louis Feiler Co. of Detroit
has been named distributor of the Electro-Freeze
soft ice cream and shake machines
in the Detroit area by the Port Morris
Machine & Tool Works of New York. The
Feiler firm, owned and operated by Jess R.
and Paul R. Feiler, was established in 1929.
Associated with the company in the sales
department are Larry M. Feiler, son of Jess
Feiler, and Ed J. Martens, who through owning
and operating soft ice cream stores, is well
qualified for the succesful operation of this
type business.
Tickets Announce Birth
PROVIDENCE — William J. Trambukis,
manager of Loew's State here, and his wife
Betty sent out novel birth announcements,
in the form of theatre tickets, upon the arrival
recently of a new baby daughter, named
Beth.
Leonard Bell, exfootball pro, will portray a
California hoodlum in UA's "The Barbara
Graham Story."
K-4 BOXOFFICE May 5, 1958

taiujtmant • C^ncedltattA, • /rftinttKauncc
MAY 5, 1958
SECTION OF BOXOFFICE
There's just something about the movies that makes everyone hungry and thirsty, especially the small fry, and the modern
theatre concessions in both indoor and outdoor situations offers variety a-plenty in food and drink to satisfy everyone's appetite.
featuring:
Kefredltmentd
an
d ^.y^utiomauc til
Uendin
'9

and
WHY MORE THEATRES INSTALL WAGNER
ATTRACTION PANELS
f-f'U^,>frt40*'««^
«^ •-"•-ww^ makes..
^ir^ en everywhef*
.-,,J is the most effect.^^ ^^^^ ^^^^^^ ,hort board
—the frames which can be installed before the glass.
Accordingly, they can be furnished without limitation
of size, large enough for plenty of powerful
sales copy. This is especially important with driveins,
which must have BIG displays so as to attract
the attention of fast-moving traffic. Wagner boards
can be most readily and economically serviced without
the necessity of removing frames.
For those who wont a
low cost, effective and
durable background,
and letter mounting
arrangement. Consist
of a series of 1 8-
gauge, stamped steel panels. Finished in chip-proof,
shock-proof, alkali-resistant and salt-spray resistant
baked enamel. May be illuminated by flood lights,
spotlomps, gooseneck reflectors or fluorescent tubes.
MAN FROM COLORADO-,J«°^
*S RELENTLESS BOBT routto^'^s"
MECHANICAL "HAND-
LETTER CHANGER
FLEX-WORD
FRAMES
VJagtter changeable letters
PERMIT MORE ATTRACTIVE
— MORE EFFECTIVE DISPLAYS
w
Makes
EXCLUSIVE FEATURES: Topered slot "rocks" Ihem on the mounting bar, makes
Ihem immovabte by wind or vibration. Yet they are eoiier to change. There
ore no ipring lock clipi to lose their tension and break oflF. • Cannot "freeze"
to the sign as do those which employ channel mounting.
• Afford maximum readability by day ond moximum trontlucence
by night. • Can be stacked in storage without donger
of warping and require less thon one-half the space token by
letters which employ dips. • The non-reflecting face presents
no annoying gtore to make them unreadoble. • The stippled
jeweled foce does nol ocquire the unsightly scratches as those
letters with glossy finish and clips. • Can be mounted so close
to the face of the sign os lo proctically eliminate objectionable
shadows. Letters which employ clips must be mounted so for
from the face of the sign as lo cause shadows which by daytime
frequently moke the entire sign unreodoble.
Wagner Plastic Letters are available in 4", 6 , 8 ', 10' and 17 " sizes in gorgeous
red, green blue, amber and black Wagner has the only full line of injection
molded letters. The non-fading, jewel-like colors go all the way through
the letters, hence cannot chip or scale. These strong, durable letters never
require pointing or other maintenance.
Wagner Aluminum Letters ore slotted with uniform spacing to that ANY and
ALL sizes can be used on Wagner Frames An exclusive, patented feature.
Solid color, cove letters and colored or aluminum cove-edge letters are mode
in 4", 8", 10", 12",
'
16 , 24 30 sixes. Gothic letters in 6", 8", 10" and
12 sizes, and poster letters in 8" and 10 sizes.
copy chonging fast and safe. ..
avoids falls. Can be used only with
Wagner letters, facilitates the servicing
of high panels, particularly those
which heretofore could nol be chonged
without the use of ladders. This
"hand" firmly grasps the letter, places
it straight on the sign face, or removes
it by use of a tensioning lever at the
end of the handle. 6-ft. length (for
signs with top row up to 12 ft.) and
various lengths to 20 ft. (for signs
with top row up to 26 ft.)
Mount on Wagner Frames and provide
for the easy forming of less important
words with 4-inch letters. Permit bet>
X^j use of space and moke word-plates
unnecessary. Letters con be staggered
in 3 lines, or 2 straight lines con be
used in o space that ordinarily accommodates
one ro^M of 10" letters.
Available for either straight or curved
attraction boards, ond in horizontal
lengths of 8\ 12", 16", 20" and 24".
Send now for liUralvre on the largest and moit complete line in the world.
WAONii Slii Sii^lOi, lii»
218 S. Hoyne Avenue
3
Chicago 12, Illinois
The MODERN THEATRE SECTION

I
IVftUfiWftit Con Equip Your Tfieofre
with Pfo/ecfion lighting that Mofc/ies Your
Specific
Needs..-—
Burns 13.6 mm positive
lor either 35 mm or wide film
projection systems.
^
designed for all film widths.
for
NATIONAL
Oulslonding
-„rf
J .
NATIONAL
VENTARC
MOST POWERFUL
PROJECTION LAMP
EVER MADE
•"'"'ning and ,

MAY 5, 1958
m THBATRB
o n t n I
W,:nSE EXHIBITORS and concessionaires
realize that they must hold
the line on prices wherever possible,
because they must not antagonize the
patron by adding even further to the
cost of going to the movies; otherv/ise,
they may find themselves without
customers.
This does not mean that the concessions
opieration cannot still be highly
lucrative, for there are many items
which can be sold at a reasonable
price that have a high profit margin.
Popcorn and soft drinks are first
thought of in this category, but there
are comparative newcomers, added to
the theatre concessions in recent years,
which produce profits of 86 per cent
(snow cones) and around 70
per cent
(soft ice cream). Yet, in spite of this
profit, the snow cone can be sold for
ten cents and the soft ice cream for
from ten to
size of the serving.
45 cents depending on the
In previous issues of this publication,
the story of successful snow cone operation
in both indoor theatres and driveins
has been told. On the following
pages the successful merchandising of
soft ice cream in a drive-in theatre and
several indoor houses is detailed for
the benefit of exhibitors who have not
yet tried this item which is growing
rapidly in popularity.
It is interesting to note that extra
sales are obtained in one of the hardtops
by a streetside portion of the concessions
stand, and in the drive-m
theatre by setting up the fountain
equipment in a separate part of the
concessions building which has a passthrough
window for
service.
70 Per Cent Up, Normal Profit in Soft Ice Cream 6
Plan Big for TESMA-TEDA-Allied Trodeshow 14
Automatic Coin-Operated Cafeteria Offers
New Sales Opportunities Charles H. Brinkmann 16
Is Your "Quality" Showing? Newton Wylie 20
Profits From Popcorn Phyllis Haeger 24
On the Level With Lobby and Lounge 28
Dance Patio Fun Haven for Young Parents 32
Drive-ln Manager Holds Key to Maintenance Costs 33
Micronic Detector Controls Projection
Light Level Clarence S. Asbcraft 36
Top Quality Sound Reproduction Possible Only When Equipment
Is Properly Serviced Wesley Trout 40
DEPARTMENTS:
^
Drive-ln Theatres 32 About People and Product 50
Projection and Sound 36 „ , , ^ •
d ^ en
'
Readers Service Bureau at 50
New Equipment and
Developments 48 Advertisers' Index at 50
I. L. THATCHER, Monoging Editor
The MODERN THEATRE Section of BOXOFFICE is included in the first issue of each month.
Editorial or general business corresoondence snould be aadressea to Associated Publications,
825 Van Brunt Blvd., Kansas Citv 24, Mo. Eastern Reoresentative: Carl Mos, 45 Rockefeller
Plaza, New York 20, N. Y.: Central Representative: Ewing Hutchison Organization,
35 East Wocker Drive, Chicago 1, III.; Western Representative: Bob Wettstein & Associates,
672 South Lofayette Pork Place, Los Angeles 5, Calif.

m^: Bri
no
"NATIONAL" CARBON ARC
brightest man-made light!
Scenefrom Don Hartman's Production DESIRE UNDER TH! 1 1 MS, starring Soptiia Loren, Anthony Perkins and Burl Ives.
TRADE MARK
NATIONAL CARBON COMPANY
ng out exciting realism with...
NAL. PROJECTOR CARBONS
Whether in black and white or color, "National" carbon
arcs bring out all the realism Hollywood puts on film. The
arc's color balance reproduces all the vivid hues of life-like
color. Wide, wide screens show sharpness in every detail.
For drive-ins, this brightest man-made projection light
throws images hundreds of feet. And, indoors, picture
brightness permits adequate house lighting.
These sloicer burning "National" Projector Carbons help
cut operating costs: "Suprcx" 7mjn, Smm and 9mm carl)0)is
— lOmm, 11mm and 13.6mm High Intensity Carbons.
"National". "Suprex" and "Union Carbide" are trademarks ot Union Carbide Corporation
• Division of Union Carbide Corporation • 30 East 42nd Street. New York 17, N. Y.
UNION
CARBIDE
SALES OFFICES: Atlanta, Chicago, Dallas, Kansas City, Los Angeles, Ne« York. PUtsburgh. San Francsco • IN CANADA; Un.on Carbide Canada Umited, Toronto
BOXOFFICE
;
;
May
5, 1958

70% UP, NORMAL
Fountain Department Alone
Takes in $100 a Night,
Adds 25% to Total Gross
Leon Frickberg, operator of the Park View Drive In Theatre, Salt Lake City, is shown
drawing a milk shake from his automatic Milkshake dispenser. Note syrup containers
mounted handily on cabinet while others ore immediately to the right.
cided he must keep labor in his fountain
department at a minimum, and at the same
time give the fastest service possible, if he
were to make a profit. Toward that end,
he installed an automatic soft-serve ice
cream fountain system consisting of two
Sweden dispensers. One is a milk shake dispenser
which turns out a shake ready to
serve except for adding flavoring and .spinning
for a few .seconds. The second is an
automatic soft-serve ice cream dispenser
which turns out a soft-served product for
sundaes, splits and cones.
These two dispensers comprise the automatic
fountain system, and because of their
speed of operation, according to F^-ickberg,
have increased his nightly take by 25 per
cent. An added attraction is the fact they
If Leon Prickberg's operation depended
only upon his films and a conventional
snack bar. he would have just another
drive-in theatre, be as busy as the
rest and no further ahead, but with a little
imagination he has lifted his Park View
Drive-In, Salt Lake City, out of the ordinary
and made his snack bar turn in an
unexpected profit. An extra piece of change
that means success for a happy man.
True enough, he has a snack bar, a very
modern and attractive one, where hamburgers
are sold for 30 cents and hot dogs
for 25 cents, along with popcorn, pizza pie.
soft drinks and candy. But what make.s
this operation stand apart from others is
a fountain department in a smaller room
adjoining the snack bar. Here, is the
profit-making department, for here is a
This modern structure at the Park View
houses the projection booth, left, while
double doors at center open to snack bar
At far right is fountain department, with
pass-out windows for service direct to
patrons in the field. They also can purchase
the soft ice cream products within
the concessions.
streamlined operation that not only tm-ns
out milk shakes, sundaes, banana splits and
cones, but novelties on which the net profit
is 50 per cent—items which are the product
of Fi'ickberg's imagination and extra effort.
To start at the beginning. Frickberg desave
time and labor by eliminating laborious
hand-dipping.
"My servings average three and threequarter
ounces, and I get 384 of them to
Continued on page 10
The Noveify Touch Adds Up to Exfra Income
First step in making a hlutty Buddy
cone is drawing the soft-served product
from an automatic soft-service ice
cream dispenser. It is then dipped in
a special ice cream chocolate coating
and rolled into chipped peanuts
as shown here.
The last step is to sack the Nutty
Buddy and place it in the holding
cabinet until intermission time. Frickberg
says his profit on this item is
50 per cent, for food costs and packaging
of this
no more than five cents.
ten-cent novelty come to
Frickberg estimates that installation
of soft-served ice cream dispensers
increased his nightly take by 25 per
cent. Here he is drawing soft-served
ice cream onto a wafer from an automatic
continuous fountain freezer making
a Big Wheel sandwich.
After pressing the top wafer on his
Big Wheel sandwich, Frickberg sacks
it and places it in holding cabinet.
He estimates his profit on each sandwich
at 64.7 per cent. The Park View
concessions, including fountain, grosses
more than S500 nightly.
The MODERN THEATRE SECTION

PROFIT ON SOFT ICE CREAM
Circuit Plans to Extend
Soft Ice Cream Service
a«;
(s«n^: asMi
^
To All Its Theatres
W iTH ALL THE I'ules to follow and
the necessary sanitation laws to observe.
one may wonder why many theatres indulge
in dispensing soft ice cream. The
answer is quite simple. The margin of
profit is greater than can be realized from
the sales of hard cream.
One circuit which has had profitable experiences
with soft ice cream is Centui-y
Theatres of New York. Four of Century's
theatres sell soft cream, but only the Plainview
in Hicksville, L. I., has a streetside
stand. The success of this has not been
fully determined because it has been open
only since December. As of now the streetside
stand is open only dui'ing show hours,
but it is the intention of the circuit, when
warmer days are here, to operate the stand
continuously from 10 o'clock in the morning
until closing time at night. This stand
also sells the usual concessions items.
A FAVORITE WITH PATRONS
Soft ice cream rapidly is becoming a
popular favorite, said Harold Newman, secretary-treasurer
of the circuit, and its
handling will be extended eventually
throughout the circuit.
There are plenty of rules that must be
followed in selling soft cream, according
to Newman. The operation comes under the
jurisdiction of New York City's Department
of Health, Bureau of Pood and Drugs,
as well as the state's Department of Agriculture
and Markets. County regulations
also must be observed. Although all are
basically similar, each must be met. And
there are permits, too, which must be obtained.
Ceilings must be of specified
heights and facilities must be provided for
drainage.
Century uses the Taylor freezers and the
Punxtawney can refrigerated storage box
which holds 40 quarts, as well as a storage
box at the counter. A hardening cabinet
also is required, as well as stainless steel
accessories, such as pails. Newman said
that the cost of a one-machine operation
is about $2,000 plus an installation cost,
including drainage and hot water heaters
of about $1,000.
Ixtro sales of soft ice cream are derived from this streetside stand in the new Century Ploinview Theatre,
hiicksvitle, Long Island. Three Taylor freezers are installed here. Other Century theatres have two each
At the Plainview, the soft ice cream
menu has variety. Sundaes and shakes sell
for 25 cents and 35 cents. The shakes are
in a 24-ounce cup. Also on sale are cups
and cones. In the hard cream there are
novelties such as tarts, cakes, sandwiches,
giant Dixie cups. Cream in pints and quarts
also is available. At the other theatres.
Century sells 15-cent cones and cups in
.soft ice cream plus giant cups in the hard.
Sundaes will be added in the warmer
months.
Whether soft ice cream is equally saleable
in indoor theatres and drive-ins has
not been determined by Century as yet,
inasmuch as the product will not be introduced
into the circuit's sole outdoor theatre,
the 110 on Long Island, until this
summer. However. Newman said that soft
cream sales should be under the direct
supervision of the management because the
handling must be under "sanitary scrutiny"
at all times. It is planned to install
four Taylor freezers at the 110 where a
building will be erected on the terrace.
The machines must be cleaned every
day. All mix must be removed and none of
it can be stored. The parts must be removed
and cleaned in double sinks in
water of 180° temperature. The parts cannot
be wiped dry—they must be air dried.
A behind-thecounter view of the soft ice cream
equipment in the Queens Theatre, Queens Village,
Long Island.
The machines themselves must be steamsterilized
and treated with a germicide 20
minutes before using. The pails for pouring
Continued on page 10
VARIED PROMOTIONS
Promotional ideas are varied and there
are many ways to attract the customers.
One is the "Flavor of the 'Week" plan
whereby one flavor is played up and given
dominance over the others in displays. Also
a stick is frozen into a vortex cup of ice
cream. The cup is then torn off from the
frozen cream and this item is given a name
to fit an occasion or a locale.
Twin soft ice cream
freezers with serving
counter between and
b a c k b a r displays
dominate the concessions
area at the
Queens, a Century
theatre.
BOXOFFICE May 5, 1958

•i*^'^
they GO people bring their thirst for CANADA DRY tvith them
their pleasure
Canada Dry is
the only national quality brand with a
flavor for every taste . . . your patrons can get them in
a multi-drink cup machine.
Canada Dry Ginger Ale, famous for over 50 years is
the original pale dry, refreshing ginger drink. NOW you
can serve this same delectable flavor from a cup machine
. . . it's a profit maker and sales leader everywhere.
Canada Dry beverage syrups are available in a variety
of flavors at the lift of your phone.
There's a Canada Dry salesman in your area with
profit stories that will leave you pop-eyed.
Call today and ask him ... or write Canada Dry Ginger
Ale, Inc., 100 Park Avenue, New York. N. Y.

"':Vr"'r':*r*:T'':^'':T'r*tt^*f*^"^^
Volume Sales of
Lower-Priced
Soft Ice Cream Delicacies
Can Mean Higher Profits
\I Miark liur iiiMTalor? art'

Novelties in Automatic Vendors
Or Offered Over the Counter
Produce Additional
Income
Novelty items can be an additional source
of revenue to theatremen as well as a service
to patrons.
RKO Theatres, according to Lee Koken,
obtained samples of six different shades of
lipstick and asked employes to try them
out. The girls said tliey liked the quality,
which they felt was better than what they
paid 75 cents to $1 for. RKO installed
vendors in the ladies' rooms offering the
six-shades at 25 cents each, and is grossing
from $20 to $90 a month per theatre.
VENDS VIAL OF PERFUME
This circuit also has installed a vendor
selling a 25-cent vial of perfume, and has
experienced gross sales three times as great
in one month as it had with a ten-cent
plunger vendor of perfume in three months.
Alfred Olander of Montebello Theatres,
Montebello, Calif., has reported excellent
sales selling miscellaneous personal items,
such as combs and handkerchiefs, from
the Mechanical Servants vendors, placed
in both men's and women's restrooms. He
is getting from $10 to $15 a week from each
machine. He says the equipment and merchandise
are good and there has been no
vandalism.
A picture-novelty item tieup was made
by Koken which might be adapted to other
pictures. He promoted 40,000 plastic rain
hats imprinted with "Hatful of Rain," and
sold them at the concessions for 15 to 25
cents. Then he lined up plastic raincoats,
a cape effect with hood encased in a bag,
in all sizes to fit either men or women.
These are being sold at 49 cents in half of
the RKO theatres in the United States.
A special rack near the concessions, with a
sign, "RKO SKRVICE, 49(i:," displays the
raincoats.
A SPECIAL SERVICE
On a rainy day, theatres have sold from
two to 20, but Koken says the circuit was
not so much interested in making a profit,
as in giving a service. "If we sold only
one or 50. we felt that patrons would realize
that we were giving them a special service
because it is certainly cheaper to puixhase
a 49-cent raincoat than have to send a cloth
coat or suit to the cleaners.
All of these novelty items are practical
and could sell at any time. However, in
venturing into the novelty field, theatremen
might heed Van Myers of Wometco
who cautions that it is a good idea to offer
seasonal items, and to try to get them on a
consignment basis.
Push Those Pickles May 22-31, National Pickle Week
A chance to capitalize on a national promotion
is offered to exhibitors by National
Pickle Week, May 22-31.
According to Harold F. Chesler, second
vice-president of the National Ass'n of Concessionaires,
pickles will provide plus profits
for twice as many theatre concessions
this year as in 1957.
Chesler cited the experience of his own
company. Theatre Candy Distributing Co.,
Salt Lake City, Utah: the firm now sells
pickles to 50 theatres and expects this figure
to double when drive-ins are added.
About 20 pickles are sold each day by the
use
this
opening
for more sales on
tlie
most profitable
concession
*
average theatre, with smaller theatres accounting
for the bulk of sales.
Two methods of display are used. Pickles
are either placed in individual bags, illustrated
with a color cartoon of a pickle and
the name Chilly Dilly," and then displayed
in one-gallon open-top jars, or are
placed on an open ice bed. When pickles
are sold from an ice bed, a stick is in.serted
through each pickle, so that the customer
may help himself.
In merchandising the dill pickle, an attention-compelling
name and display are
desirable, according to Chesler.
m your
theatre!
*popcorn of course
\
To sell more of the item that gives you more profit, pour on Popsit Plus
— America's finest popcorn seasoning. Your popcorn takes on a rich
BUTTER-LIKE FLAVOR, an appetizing aroma that brings customers
back for more — and more!
The difference in cost between Popsit Plus and lesser products is negligible
on any size box of popcorn — but the difference in taste and
eye-appeal is really enormous.
Put Popsit Plus to work for you and notice the big difference in your
profits. Your Popsit Plus distributor will be happy to supply you with
the rest of the details. Call him today!
In filling a popcorn box. hold it firmly
on the broad sides, not on the narrow ends.
If you do not, you will give the patron
much more corn than he is entitled to.
popping specialists to the nation
SIMONIN • PHILADELPHIA 34, PA.
BOXOFFICE May 5, 1958 11

for modern theatergoers, intermission calls for

I
i
the light refreshment...
for modern theatre owners, Pepsi means greater profits.
You'll get more drinks per gallon—more profit per drink.
For details, write Pepsi-Cola Company, S West S7th Street, New York 19, N. Y.

PLAN BIG FOR TESMA-TEDA-ALLIED TRADESHOW
2 .
I
»7
—r-
^ loe
'i

^
QO»CK,EASy
Our own branch office
in your area gives you
fast, dependable
9
\
LOCAL SERVICE
FOR A MORE
PROFITABLE
PIZZA BUSINESS
^
—
\r^
/
m%'j^
CRispy
PIZZA
•\
t
Pizza stand operators across the U.S.A. are switching to "ORIGINAL CRISPY" because of this new
service set-up. They're sure of record sales . . . fast reliable service . . . more profits!
And if you're not yet selling Pizza . . . we'll show you how you con
add a Pizza Parlor at a FABULOUSLY LOW COST.
Original Crispy Pizza will sell you all the necessary materials at low, low direct-from-factory prices
... to set up your own Pizza Parlor . . . with record profits!
HERE'S WHAT YOU GET!
1 — Local Dependable Service with Company Branch Office
2 — All Pizza Supplies 3 — Electric or Gas Ovens
4 — Greater Profit Structure 5 — Direct Factory Outlet
6 — Quality Controlled Merchandise k
ORIGINAL CRISPY PIZZA will work out a good business
deal for you! Send this money-making coupon
today for the chance of a lifetime to receive your
share of this tremendous market
Original Crispy Pizza Crust Co., Inc.
1393 Blondell Ave.
New York 61, N. Y.
Dear Sir:
Name
DR-4
Please send me full information on this tremendous
Original Crispy "PIZZA BUSINESS" Deal.
Address..
Firm
City
..State..
ORIGINAL CRISPY PIZZA CRUST CO., INC., 1393 Blondell Ave., N.Y.C.
BOXOFFICE May 5. 1958 15

1
Vendors Serve Everything From Soup to
Nuts
Automatic
Coin-Operated Cafeteria
Offers New Sales Opportunities
^ J^ ^u
/^i 1 1
^1 mm
By CHARLES H. BRINKMANN*
J UST AS THE drive-in theatre has
been broadening its operation to include
every member of the
family, we in vending
have been in the
process of broadening
our equipment
base to provide the
machines to vend
every conceivable
Chortei H. Brinkmann
tj'pe of product that
will be in the public
interest.
We have come a
long way toward that
goal. Today we have machines that will
vend hot coffee, chocolate, tea and soup.
Hot meals in cans, such as meat stews,
spaghetti and meat balls, chili con carne,
etc.. supplied by the finest food manufacturers
in the nation. Sandwiches, pastries.
desserts, ice cream, candy and gum. in
addition to the well-known and accepted
cigaret, milk and beverage vendors.
VEND COMPLETE PLATE MEALS
In the near future we will have machines
that will vend hot sandwiches and complete
hot meals on a plate. Even the possibility
of an outdoor grocery store as part
of a drive-in. such as is being tested in
New Jersey, is not beyond the realm of
possibility. Your patrons can shop for
many needed items for "take home" on
departing.
Today we have vending equipment
which delivers everything from soup to
nuts. With the availability of this equipment
a trend has developed in our industry
which has a great deal of significance
to you as drive-in theatre people. And
that is the booming acceptance of the
automatic, coin-operated cafeteria.
We at Rowe anticipated years ago that
eventually there would be a definite need
for multiple vending installations. That is
why we have concentrated our efforts in
recent years to create a line of equipment
which would lend itself to such use—with
each new vendor designed to carry a family
resemblance to the others. There are
now available very flexible combinations of
vending machines which can easily be set
up in multiple units of two or more to
present a uniform, attractive front for
vending hot and cold beverages, hot foods,
pastries, des.serts, candy and cigarets—in
other words, an automatic cafeteria.
Industry, schools, transportation terminals
and institution.s. among others, have
already hopped the automatic cafeteria
band wagon. They have discovered that
such installations can be invaluable as a
supplement to the regular manual cafeteria
during hectic rush periods, and that
people welcome the opportunity to serve
themselves to avoid the pressures at the
counters. Also, that where it is not practical
to have a manual setup the automatic
installation is like manna from heaven.
No wonder drive-in theatres everywhere
are showing such a keen interest in vending.
It offers a quick, convenient and welcome
service for your customers and can
add considerable profits to your overall
operation.
With the wealth of vendors available to
you today, and the transition of the drivein
theatre to where it is catering to the
entire family, over a large area—in daylight
hours as well as night—you have a
wide latitude in the placement of equipment.
Diversified vending units can be set
up in the concessions building to relieve
the pressure at the counters. Also, these
vending setups can be located at various
other places throughout the drive-in.
Vendors can be installed in a shed at the
play areas to stimulate sales which otherwise
might not be made while Mother and
Dad are relaxing while their children are
at play. And vendors can be placed profitably
to dispense such items as cigarets and
candy in the areas where cars are at such
a distance from the concessions building
that sales might otherwise be lost, because
the people in these cars are too lazy or
unwilling to walk until the picture is over.
These types of vending machine installations
can be very profitable for you. How-

-
!
Now you can have
FROM ONE MACHINE • •
AND DOUBLE YOUR PROFITS TOO!
DOUBLE YOUR PROFITS with the New Scotsman combination
automatic ice macliine and soft drink dispenser. It
actually puts profits back into the soft drink business . . .
eliminates unnecessary handling or purchasing of ice.
. . EFFICIENT . . . Simple to use. Ideal for
NOTHING BEATS ICE for merchandising drinks! Add
sparkle to your beverages with pure, quick-cooling Scotsman
crushed ice- from the drini: dispenser itself!
IT'S COMPACT .
small or large fountains. Installs at either front or back
counter.
Send Jor Full Details Today!
Mounts any combinotion of dispensing
heads you wish at convenient operating
height.
Cold water and carbonated water
faucets guarantee an ever ready supply
of cold and carbonated water.
Handy space for storage of holders.
Built-in drain tray for volume serving —
line up two or more glasses for each
dispenser head.
Makes and stores its own ice supply.
Ice storage opening at correct height
for maximum efFicient operation with
dispensers.
Bulk storage compartment for storing
syrups, paper cups, etc.
Convenient on-and-ofF switch. Makes it
possible to turn machine off over holiday
close-ups, etc. While in operation, machine
turns itself on and off automatically.
Removable panels provide easy access
to ice machine and carbonator mechanism.
i€®irSli^^lNI
Automatic Ice Machines
Offering the most complete line of ice machines on the market.
SCOTSMAN in 1958 brings you 50 Golden Models to
Super Cubers, Super Flakers. Super Bins.
choose from . . .
Combination Dispensers, etc. Your local SCOTSMAN ice
specialist can help you select the machine best suited to
your needs. Ask him today!
/^ y Hush new literature and
C/_i' complete details on the
Scotsman combination ice machine and
drink dispenser
ADDRESS
CITY
NAME-
-STATE-
Muil ro SCOTSMAN — Queen Pfoducti, Inc.. 25 Front St., Albert Lea, Minnesota.
Subi.d.or, al KINCSCeilr Corporol.on.
BOXOFFICE :: May 5, 1958
17

.
;
Bigger-Value Hot Dog, Hamburger for Nickel More
As a follow-up to the Modern Theatre
report to the industry on concessions prices
in the April issue. It is Interesting to note
that one circuit did increase prices last
year from 20 to 25 cents for frankfurters
and from 30 to 35 cents for hamburgers.
There was no adverse customer reaction
because the customer benefited, as the increase
permitted the circuit to Klve the
customer a little more product for his
money. Prior to the increase, the circuit
was using ten to the pwund hot dogs, but
with the nickel Increase went to eight to
the pound. Hamburgers had been eight to
the pound; at the new price they were figured
at six to the pound.
An executive of this eastern circuit expressed
the belief that as far as his theatres
and other concessionaires in the area
are concerned, they have gone as high as
they can go. There isn't any room for increases
with the exception, perhaps, of
new items which could afford a little
higher price, since the public would not
have any medium of comparison as it does
with a frankfurter or hamburger.
Candy Wrapper Is
Redesigned,
Bars Available in Six-Packs
The wrapper of the five-cenl Mars Coconut
Bar has been redesigned and the bar
Mars. Inc.. now has a six-
for the first time i.s being sold in a sixpaclc
container.
pack for all five of its five-cent bars and
each of these bars is available in 120-count
boxes.
B. A. Bouchard, vice-president and director
of sales, in announcing the new
wrapper and packs for the coconut bar,
said that the candy company is confident
the new six-pack will be a good seller.
No other coconut bar on the five-cent level
has national distribution, according to
Bouchard.
The company also offers a popular "Family
Choice" assortment in addition to the
six-packs and 120-count boxes of individual
bars.
NAC Adds Six New Members
Six additions to the membership roster
of the National Ass'n of Concessionaires
have been announced by Philip L. Lowe,
Lowe Merchandising Service, NAC general
chairman of the membership drive.
The new members are Philip Brown,
Green River Corp., Chicago; Edward S.
Redstone, Northeast Drive-In Theatre
Corp., Boston: E. I. Rubin, E. I. Rubin Co.,
San Pj-ancisco; Glenn Mercer, Popcorn,
Inc., Denver: Joe P. Pipher, Theatre Candy
Concessions Co., Indianapolis, and John C.
Keyes, Variety Vending Co., Dayton, Ohio.
I
WHEREVER CARBONATED BEVERAGES ARE SERVED.
SERVES THEM BETTER FOR LESS
Wherever people gather ... in corner diners, cocktail lounges, ballparks,
drive-in restaurants, drugstores, taverns, hospitals, clubs or luxury liners . .
beverages are dispensed faster, with better quality, and at less cost by
SODAMASTER. It's the modern, refreshing, sanitary method of serving.
• The identical beverages obtained from bottles—with carbonation equal or higher.
• As much as Ct^Cc savings on bottled flavors. 96*^- savings on club soda.
• Choice of models to serve 2. 3 or -4 high carbonated flavors plus jet and normal
soda stream, or can be installed to serve still drinks as well as carbonated,
including plain drinking water.
• Variety of flavors, instantaneously, at the finger lips.
• Unmatched service speed, avoiding dissatisfaction and "walkouts' of rush periods.
• Elimination of costly, troublesome, time-consuming bottle handling.
• Uniform coldness and perfect proportions of beverages automatically.
Self-Contalned Sodamaster Models Include Refrigerating System, Carbonator,
Syrup Tanks, Automatic Controls, Everything In a Single
Cabinet. Sodamaster Remote Models May Be Installed In Separate Room
or Basement With Only the Faucets In the Service Area.
MAIL THIS COUPON TODAY
Pleose send me full focts on the H Sodamaster
Q Mix Monitor Faucet 100 gallon-per-hour
Supercharger corbonotors.
Firm_
Address-
Nome
West Coast Plant: 16028 S. Marquordt Ave., P.O. Box 142, Norwalk, Calif.
IN CANADA GENERAL EQUIPMENT CORP., LTD.. TORONTO, ONT.
Cost of Sputnik Buttons
A successful sputnik button tie-in promotion
between Theatre Confections, Ltd.,
and the Pepsi-Cola Co., was described in
the April issue of Modern Theatre. Price
of the buttons was quoted at $4.50 per
thousand. This is the individual theatre
share price, the Canadian price to Theatre
Confections was $12.50 per 1,000. The buttons
were obtained from the Green Duck
Co., Chicago, 111.
MORE MEAT ... BY ACTUAL TEST . . .
|
and That Only from SmifhField Flavor!
JAMES RIVER
BRAND
BARBECUES
PORK
and
BEEF
J
18 The MODERN THEATRE SECTION

Result: Colorful cup designs created especially for
For vending machines or over-the.
counter service, Lily has the cup that
puts new sparkle in your beverage
and popcorn sales.
Turninjj to the wonders of electronics
helps The Man With The Lily Flan turn
up exciting new cup designs. Here he
studies figures from an electronic calculator—figures
that show the important
part design plays in impulse sales of
popcorn and beverages.
Probing of this type led to the development
of these three proven profit
makers:
Trouble-free vending cup
The Lilv" ven

I
—
v
IS
By
YOUR QUALITY' SHOWING?
Other Things Being Equal, Patrons Will Favor
Theatre Known for Excellence of Concessions
NEWTON WYLIE*
The concessions stand today Is
accepted and taken for granted by the public,
and is a most necessary part of any
theatre operation no matter what the size.
It is important to realize that the competition
of television to the motion picture
industry today directly involves tlie concessionaire,
because the people must enter
the theatre to gain access to the concessions
stand. People, when watching their
television at home, have acquired the habit
of eating or nibbling during some stage of
the program. This has become such a way
of life that although many homes stock
special foods to serve when viewing television,
a great many viewers simply raid
their refrigerators. The result is, that they
are becoming accustomed to eating quality
foods and drinking quality beverages commensurate
loith their staridard of living.
This is an observation that should be of
the greatest importance to every concessions
operator, because these are the same
people who will frequent the local theatres.
and they have come to expect, and justly
so, to receive quality comparable to that
which they have become accustomed during
the television program in their homes.
Since it is evident that the concessions
is an integral part of the theatre business
if we are to compete with television not
only must the films be inviting, but also
•Sales Deportment, Cramore Fruit Products, Inc.
Hw Are rM^ ^5^^Fi//Mfvn^
the refreshments served at the concessions
stand. The time, money and effort expended
by the motion picture industry in
promoting specific films has been the basis
of successful advertising, and to build up
your attendance it is now important to
advertise and promote your concessions
stand in the same manner. It is imperative,
when describing refreshments, that
you are honest with your patrons; stating
only that which is true, and serving foods
and beverages of the same high quality
that they are accustomed to receiving in
tlit'ir own homes.
There have been many instances over
the years in some theatres of selling inferior
merchandise to the moviegoers, because
they have worked on the basis that
they held a monopoly on all refreshments
served. The American public is patient and
hopeful by nature, however there is a limit
to how much it will stand. As the American
way of life continues to prosper and
the standard of living improves, the public
will spend more money than in the past,
but will want more value. Clear indication
of this is the overwhelming success of the
discount markets and supermarkets which
have flourished in the past 15 years.
SO-CALLED SAVING IS EXPENSIVE
The concessions industry is fortunate in
that it enjoys substantial profits from the
merchandise itself, but there are many
employed in this industry who for lack of
foresight do themselves a great injury by
serving inferior products just to save a
penny or a half a penny a portion. All
humans are creatures of habit and although
habits are easy to acquire, they are
most difficult to break, (ask any smoker).
If the food or beverages are inferior or
overpriced, and your patrons acquire the
habit of taking their own refreshments in
their automobiles with them (in one of the
many inexpensive thermo jugs presently
available on the market) the habit may be
hai-d to break, and in fact spell ruin to
the concessionaire.
F^'om this it is apparent that the selection
of the products merchandised on your
concessions stand, deserves the same attention
and consideration as given in the
selection of the picture and short subjects.
How important is the concessions stand
DOUBLE PROFITS PLUS WITH BUTTER-MAT
Users say this automatic butter
dispenser will step up profits 250%.
Handsome in stainless steel and
enamel, thermostatically controlled,
BUTTER-MAT dispenses 75 servings per
minute and counts them. Write for low
price and specifications.
,A
BUTTERCUP-MORE SERVINGS PER POUND
You qet 80 servings per pound of
butter — a $4.00 return — when
you serve buttered popcorn in
these trademarked, drip-proof
BUTTERCUP cup. Ten sales aid
accessories: Happy Apron, Super
Sparkler 30" Buttercup replica. Butter Pusher
plastic wall or counter sign, Buttercup
replica 18" high. Miss Buttercup mobile.
Buttercup balloons, and Buttercup screen trailer.
' V^
OTHER "BEST SELLERS": HOTRAY- BUTTERMATIC WARMER— BUTTER SERVER— COLDISPLAY—
JUNIOR COLDISPLAY— FRONT & REAR SERVICE CANDY CASES— BUTTER CONSOLE— DISPLAY STAGE
SUPURDISPLAY/ INC» 1324 W. Wisconsin Avenue, Milwaukee 3, Wis.
Where /; the i'/frfrftr Pf^FiT
to you? The reason we ask this question is
that there are many drive-in operations
in this country wholly dependent on their
concessions business if they are to operate
at a profit. The concessions industry has
become so large and important a part of
the theatre business that there are now
Continued on page 22
20 The MODERN THEATRE SECTION

For Cooler, Cleaner, More Efficient
and More Profitable Food Service!
MAKE "INTERMISSION TIME" PROFIT TIME!
TOASTMASTER HOT-FOOD SERVERS
Cooked foods keep piping-hot and oven-fresh for hours . . .
electrically! Here is the famous stainless-steel "food keeper"
that permits preparation of complete meals well in advance
of serving time. The Toastmaster Hot-Food Server makes
possible immediate service during peak-load periods . . . puts
an end to costly food waste due to shrinkage, loss of flavor,
color and texture. The secret? Perfect heat and moisture
control through Toastmaster's unique six-side warm-air circulation
system, humidity controls, and precision Robertshaw
thermostat. No installation expense— plugs into standard
115-volt circuit. Gain a new economy of labor plun a
greater margin of profit!
•ADD-ON" VERSATILITY! CUSTOM-DESIGN COUNTER LINE
r^ iti< It looks good— it cooks good, elccirically! Combines
"Add-On" versatility with "Perfect-Profile" design.
Requires only 17" of counter depth. Individual
units match perfectly— pieces can be added as
needed. Finished in gleaming stainless steel. Choose
from a full line of "Up-Front" cooking equipment—
big-capacity Fry Kettle, 18" & 30" Griddles, flexible
Food-Warmer, one and two-unit Hot Plates ... all
automatic ... all electric. Faster heating . . . faster
service— greater profits!
Perfect toast every time . . . and fast! That's the famous Toastmaster
"Powermatic" toaster. It thinks for you . . . electrically! No levers to press
. . . reliable electric motors lower the bread — take slices right out of your
hand — serve them up when toasted I Exclusive Toastmaster Superflex Timer
makes each tempting slice uniformly golden brown, regardless of normal
voltage fluctuations. Faster service, better toast, more profit in every slice!
The Complete Line of Electric Cooking Equipment
TOfl^TiWfl^TER
"Toastmaster" is a registered trademark of McGraw-Edison Company, Elgin. Illinoi>i
TOASTERS • BUN TOASTERS • SANDWICH GRILLS • BROILERS • FRY KETTLES GRIDDLES • GRILLS
HOT-FOOD SERVERS • HOT PLATES OVENS • • RANGES WAFFLE BAKERS FOOD WARMERS
•
BOXOFFICE :: May 5, 1958 21

IS YOUR QUALITY SHOWING?
Continued from page 20
many tradppapers and periodicals wluch
are cither devoted entirely to the concessions
industry or devote major sections to
it. Some of these tradepapers have pone
to great lengths to break down the profit
relation and spending relation to the food
and beverage products in the Indoor and
outdoor theatres, and their findings although
they vai-y slightly are sufficient
to stimulate the thought and consideration
of the concessions stand owner. The relation
in indoor theatres runs approximately
20 to 25 per cent of the admission price
spent at the concessions stand. However, in
the drive-in it runs as high as 100 per
cent because, on some inducement plans,
moi-e than one person is admitted per
admission charge,
A TERRIFIC POTENTIAL
There are many elaborate conce-ssions
stands in drive-in theatres accommodating
approximately 2,500 cars. These concessions
stands can handle 2,000 customers
in a 15-minute period, and frequently sell
5,000 ice-cold, still water beverages during
the evening. The prices of their beverages
range from ten cents, 20 cents to 30 cents.
This is an indication of the terrific potential
of every concessions stand in every
drive-in theatre.
To achieve this potential it is necessary
to get people into the theatre. There are
today many inducements put forward by
the modern drive-in theatre to lure families
away from their television sets and
other activities. One approach has been to
select and promote a particular moving
picture in the famous Hollywood manner,
creating such a strong desire to view the
film that the public can scarcely resist. In
an effort to acquire the attendance of the
entire family, including small children,
many successful installations include an
elaborate kiddyland and also put on a
special family night in which children
under 12 are admitted free. This is a
particularly interesting inducement becau.se
only the very young go to the kiddyhind,
and these children under 12 who gain
free admis.sion on these nights more than
compensate, because like all growing children
they have an unbelievable capacity
for both food and beverage.
FAVORS THEATRE WITH QUALITY STAND
Modern theatre concessions stands, as
we have mentioned before, have become an
American way of life. The appeal of the
picture, the kiddyland and the .specially
promoted family nights, may be lost if the
quality of food and beverage sold at the
concessions booth is inferior. There was a
time when these problems did not concern
the concessionaire because of the scarcity
of drive-in theatres; however, with the
vast building program and the American
habit of driving, drive-in theatres within
ten or 15 miles are taken into consideration
by families selecting a motion picture.
You may be sure that in making their
selection there is weight thrown in favor
of the theatre with the quality, reasonably
priced concessions stand.
Concessionaires whose business has been
dropping off might well be advised to conduct
a survey on the quality of their merchandise,
because it must be remembered
that the concessions is the result of the
American public habit and way of life,
which indicates refreshments and motion
pictures going hand in hand. Patrons when
Leader in its field!
ADCO
DRINK DISPENSERS
Just as certain makes of cars are first choices of successful
people, so also the Adco Drink Dispenser is an overwhelming
favorite with successful individuals in the food and beverage
Q
field.
Possibly the preference of men of discrimination for Adco
Dispensers may be traced to the fact that such men are thinking
first and foremost of maximum sales. And they know that
Adco, in addition to its mechanical perfection, is always selling.
Its handsome appearance and animated beverage display, consistently
compels your customers to stop . . . look . . . and buy.
Would you like this silent salesman to go to work for you?
Would you like to know more about his qualifications?
Write for full information
A. DALKIN COMPANY • 3232 N. Kilpatrick Ave. • Chicago 41, Illinois
a division of AMERICAN MACHINE & FOUNDRY COMPANY
ADCO
0>INK DISPENSEIS
22 The MODERN THEATRE SECTION

attending a movie, will be naturally disappointed
if the picture does not meet
their expectations, but they will leave the
theatre firmly believing that the next time
they attend, the picture will be of better
quality. However, and this is important,
they can have no such reassurance about
the concessions .stand because they know
that concessionaires do not change their
quality two or three times a week.
Build up concessions sales! The same ingenious
thinking that has resulted in the
motion picture business attaining its present
height, if applied to the concessions
outlet, will result in an unbeatable combination.
Some of the imaginative operators
have been successful in putting on
a real production in presenting their concessions
products. Their basis is quality
merchandise, promoted in an enticing
manner to appeal to those who have the
greatest consumption — namely, children
and teenagers.
The American soda pop business, which
has grown into a flourishing, stable industry,
was born in conjunction with the carbonated
waters. Carbonated beverages have
attained their success through quality
products and extensive advertising, and for
many years have been challenged only by
the hot drinks, such as coffee and chocolate.
However, there has been a trend for
parents to limit the amount of carbonated
drinks consumed at one time by the young,
and there is every indication that this is
resulting in a greater demand for the still
water, noncai-bonated type of beverage in
the family theatres.
TASTE
FOR QUALITY
There is a great selection of low-quality
still water beverages and syrups in many
flavors both dry and wet available to the
concessions owner today. The price of these
products varies greatly, partially because
many are local operations which are not
subject to federal supervision, but some are
nationally advertised brands, therefore
every concessions operator must be alert
and aware of the product which he serves.
Many of these products are made up primarily
of sugar, acids and coloring. Here
/^^'-^ /^
^
po f*^ti ptfitfKi WJJ TWf Ttirf
Ls a suggested test: Take any of the beverages
which you .serve and .subject them
to a blindfold test. It will be found that
the majority of these products of inferior
quality will have flavors so insipid that, if
you can not see the color or read the label,
you will be at a loss to name the product.
It would be best to submit the blindfold
test to an individual who is not accustomed
to consuming great quantities of these
specific flavors in the course of his duties.
After each test the taster should rin.se out
his mouth in fresh water, so that his flavor
buds are not influenced. The entire flavor
sensation comes from smell and mouth
taste. Once the beverage has entered the
throat there is no further taste .sensation.
BACK PROMOTIONS WITH QUALITY
Some concessionaires have been successful
in stimulating the desire for their beverages
by creating new names which they
have printed in multicolor on their cups.
Some add a slice of orange with a miniature
parasol stuck to the side. Other concessionaires
dress their employes in promotional-type
unifonns with unusual hats
which has a definite influence on the
younger generation. Many installations
cater to the "rock and roll" set. giving
imaginative names to such common, everyday
items as hot dogs and hamburgers. All
these promotions are destined to be more
successful if the product which they are
pushing contains good quality and flavor.
Some indoor theatres, to stimulate Saturday
matinees, have presented each patron
with a doughnut and a four-ounce cup of
beverage. This creates an interest to the
children, and at the same time whets their
appetite for additional treats at the concessions
counter.
For 20 years our company has been manufacturing
and nationally distributing
many flavors of quality flavor bases for
making noncarbonated still water beverages.
The beverage phase of our business
WEis a by-product of our Lemon Crystals
which are used in industry in place of true
lemon juice.
NEW KIND OF SYRUP
Three years ago. after much research,
Cramore came out with a brand new
product to the beverage business. It packed
what it calls Dri-Syrup, which is made up
in a similar way to wet syrup, except there
is no water added. This was most acceptable
because it required less storage space
and was also convenient and had a longer
shelf life. The product costs a little more
than most syrups but contains the true
fruit flavor. The product was developed
primarily for the convenience of one customer:
however, the idea caught on and
grasped the imagination of the concessionaires
over most of the United States. The
result was that we had to double plant and
production facilities to meet the challenge
of the first year. This product is so successful,
that today it comprises over 25
per cent of our total business. It is sold in
national ball parks, theatres, amusement
Continued on page 27
Are you inferested in
increasing profits ?
If your answer is yes, then you must
try
DELL'S PERFECT BLEND seosonings
and flavors.
• PIZZA SEASONING is the newest
and most desired. PIZZA flavored
popcorn is sensational . . . and
it's
easy to make with DELL'S PIZZA
SEASONING. Your customers will
love
• DELL'S
DELL'S
it!
RICHBO BRAND SEASONING
(the butter flavored salt) is
another outstanding seasoning.
It's easy to use and saves tin-.e
and money.
PERFECT BLEND SEASON-
INGS INCLUDE BAR-B-Q, PIZZA,
CHEESE AND MANY OTHERS
Find wore out about all
of the sensational
Dell flavors and bases.
Samples will
DELL
be sent on request.
FOODS
Sfiecialtiei. Co-., 9nc.
Nationally
Advertised
Beloit, Wisconsin
HENRY HEIDE, INC NEW YORK, N. Y.
PROFITS with
:7, No Pulleys!
No
Oiling!
.'VII BqulpRient Fattnted, HilarjntecJ
and B.icked by 37 Years'
Experience
SAMUEL BERT MFG. CO.
Fiir Park Station
Box 7803, DALLAS, TEXAS
SNOW
MAGIC"
THE NEW SNOW
CONE MACHINE
Cipacity; 50 cones
every 30 seconds.
The Bert's "SNOW
MAGIC" machine
combines eye-appealino
beauty with perfect
mechanical performance
and larqe
capacity. "Snow
Magic" Is easy to
operate and is Fully
Automatic. A Sn»w
Cone costs V,\ to
1I/2C and usually
sells (Of lOc . . .
Ih.it's
FOB.
profit!
Dallai
only S270.00
BOXOFFICE May 5, 1958 23

. . PERMANENTLY.
. Offer
nmm um
fommi
-By PHYLLIS HAEGERv
Last week I saw a sign near the
popcorn machine in a theatre lobby which
riaci: TRY OUR POPCORN. IT ISN'T
VERY GOOD. BUT IT SURE IS NOISY!
It just happened to be a Saturday matinee
and. of course, the theatre was crowded
witli youngsters. The popcorn machine
was jammed.
Obviously the popcorn slogan was meant
to appeal to the kids, and was based on
the theory that young people enjoy being
in on a "joke" which they consider fairly
PIT-COOKED
BARBECUE
CALL YOUR DISTRIBUTOR TODAY-OR WRITE DIRECT TO
adult. In this case, at least, the theory was
.sub.stantiated. The theatre manager told
me that he had sold more popcorn that
day than he had tlie three preceding Saturdays
put togellier.
This approach works equally well with
adults. In recent years, a good many national
advertisers have found that one
can often sell more of a product by poking
fun at it than by usnvA the customary loud
praise and extravagant claims. Many of us
liave seen stores and restaurants use this
technique to excellent advantage. I myself
have witnessed mobs of people around
counters of goods which have been advertised
as "of little use to anyone, but it's
fun to throw money away now and then."
In selling pop>corn. there are many examples
of silly slogans, such as:
• UNDERNOURISHED? ONE BOX OF
OUR POPCORN AND YOU'LL BE FED
UP!
• OUR POPCORN CURES ALL AIL-
MENTS . PLEASE
PAY IN ADVANCE.
CASTLEBERRY'S FOOD CO. Box 1010 AUGUSTA, GEORGIA
The NEW Patented SPEED-SCOOP
Three times more efficient. Scoop and pour o
bagful of popcorn in one single easy motion.
Made of light, stainless oluminum. Cool hardwood
handle. Perfectly balanced for maximum
efficiency ond speed. Only 52.50 at your Theatre
Supply or Popcorn Supply Deoler.
SPEED-SCOOP
109 Thornton Ave., Son Francisco 24, Colif.
The New Imperial
H-D "SODAMAKER'
WITH 2 OR 3 FLAVORS
Complete, Self-Contained Unit
SUPERIOR REFRIGERATOR MFG. CO., INC.
822-24 Hodiomont Ave. St Louis 12, Mo.
• THE POPCORN WE SERVE IS UN-
TOUCHED BY HUMAN HANDS (Insmall
print: It's packed by monkeys.)
Ridiculous and corny? You said it. But
.something in us humans seems to respond
to foolishne.ss like this. Apparently it issues
a challenge we find hard to resist.
WARNING: Of cour.se, when you undertake
to spoof your popcorn, it goes without
saying that it must be the best that
money can buy. If it isn't, a silly slogan
becomes a grim reality
RESPOND TO FOOLISHNESS
The concessions man who knows the
habits and characteristics of the patrons
of his theatre is the only one who can
judge whether or not the occasional use of
"backward advertising" will go in his theatre.
If he decides to use it, he can let his
imagination run riot 'being careful to
keep it within the limits of good taste).
There is no end to the ridiculous promotions
that can be thought up by almost
any concessionaire. This is probably because
we all yearn to be corny at times,
and it's such fun to let loose.
Such "corn" need not be limited to written
slogans. It can be incorporated in theatre
advertising in newspapers and even
on the streets. As an example of this last,
visualize someone dressed as a spook with
a sign that reads; I JUST ATE SOME
YUMMY POPCORN AT THE RITZ THE-
ATRE.
You could use this form of advertising
as an occasional change from your usual
type or you cruld establish it as a consistent
thing which people will watch for with
interest. If you consider doing the latter,
keep your eyes open for the reactions from
your first few attempts to tell whether or
not you should keep it up.
PROMOTION OF THE MONTH-n
you
like the idea of silly slogans but are hard
put to think of some really good ones, why
don't you hold a contest among your patrons
for silly popcorn slogans? Grownups
and kids both would love it.
Have some inexpensive entry blanks
made up and put one in each box of popcorn.
Make up lobby signs plugging the
contest and provide a box for entries iput
the box on a table with several pencils
handy
i
a year's free pass to each of
the five (or however many you chcosei
top winners.
The result will be plenty of slogans, and
many of these will be surprisingly useful.
Slogans should be limited to 15 words at
the most, for your convenience.
The choice of prizes is solely up to your
knowledge of what will appeal to your
customers. However, one thing which is
sure to make them happy is the use of
many of the slogans with credit given to
the persons who made them up.
The type of contest that uses the phrase
"I like popcorn because" is so commonplace
today that I'd be willing to bet that
your patrons will welcome the chance to
be corny!
*The Popcorn Institute.
24 The MODERN THEATRE SECTION

Presenting the TC 500 "FUTURA". .
.from every angle
a new concept in theatre chair styling
(Potent Pend>f>q
The Futura's modern. strcamliiK'd appcaraiiro is a new diitarliirc in
theatre chair styhng. The graceful, sloping standards arc made of
lieavv gauge, ovali/.ed steel. F,\ee|)li(>iiall\ strong, llic) are narrow and
open for ease of cleaning and unrestricted ingress and egress.
Maximum

vr
Heywood seating
is
a profitable
investment in comfort
lc(i.
lo. I.iiii;;. iic|>cii(lal)lc scr\ ice with
low maiiilciiaiu'c costs is llt'\\\ooil s sci'-
onil hiur jirolit |iictiiru.
TC 706 AIRFLO ROCKING CHAIR LOGE
s\ilh exclusive reclining spring base niechanisni
TC 700 ENCORE
Choice of Formed Knhhci or (loil
Spring Cushion
For ncn- ailaloii of
Aiiditoi iiiin
and Theatre Sealing, tvrite:
.1
HEYWOOD-
WAKEFIELD
>V
THEATRE SEATING DIVISION
Menominee, Michigan

Executive
Advancements
At Seating Company
James M. VerMeulen has been elected
president of American Seating Co. by a
newly elected board of directors. Former
president H. M. Taliaferro was named
chairman of the board. Prior to these
changes, stockholders had re-elected the
IS YOUR QUALITY SHOWING?
Continued from page 2i
centers, kiddylands, etc., resulting in an
increased volume which more than compensates
the concessionaire for the fractional
increa.se in unit drink. Lemon flavor
Dri-Syrup has been successfully used in
some irLstallation.s which heretofore served
nothing but lemonade made from fresh
squeezed lemons.
The conccssio7is stajid is big business
and, if given proper attention, supervision
and selection, can result in unthought-of
profits. In every resort town there are concessions
operators who operate on a
two to three-month ba-sis, and make
enough profit to retire for the other
months of the year. These people are becoming
more quality conscious each year,
and are making more money. Exhibitors
have the advantage of capitalizing on this
lucrative field of endeavor in conjunction
with their successful motion picture operation.
H. M. Taliaferro J. M. VerMeulen
seven present members of the board and
added two new board positions.
VerMeulen. who had been serving as executive
vice-president, is only the third
president in the firm's history. He joined
American Seating in 1927. following graduation
from college, his first assignment being
as inspector of box spring seats in the
upholstery department. Now 53, VerMeulen
has been trained in every area of the company's
operation.
Taliaferro, president for 29 years, had
asked the board to be relieved of administrative
duties in order to concentrate on
the corporation's long range planning activities.
The manner in which you keep your
machines or warmers clean is actually one
of the best indirect methods of merchandising
yom- popcorn sales.
Make Your Own
SYRUPS
for
only
70c gallon
WITH FLAVORS FROM HURTY-PECK.
FINEST SYRUPS FOR . . .
if BEVERAGES * SNO-CONES
if
TOPPINGS
Order from Hurty-Peck & Co., America's
largest independent flavor house. For full
information, samples, and booklets on syrupmoking,
write today.
HURTY- PECK & COMPANY
Fine Flavors Since 1903
n era's a complete line of top-quality bars in the
10'' class ... the big, balanced line to satisfy every
taste. No matter where you display them (in candy
case or vending machine) these famous Hollywood
bars ore top sellers, priced to give you a margin
that assures top profits, too. Many bars also
available in the 5'' class. Investigate!
^oi
MAKERS OF / Thc BolanceJ Line of "Best Sellers"
0//ULUOOCl C A fADY DIVISION
HOLLYWOOD BRANDS, I N C —
. C E N T R A 1 1 A , ILLINOIS
1423 Noomi St. Indianapolis, Indiana
BOXOFFICE :: May 5, 1958 27

ON THE LEVEL WITH LOBBY AND LOUNGE
Elimination of two steps down to the lounge
by raising the floor level to that of the lobby creates
a spacious continuous area in the St. Louis
Pork Theotre, Minneapolis. The area was further
opened up by lowering the ceiling and taking niches
out of the walls (which may be seen below in the
lower right) making room for the large concessions
stond which is equipped with o Cretors popcorn machine
and Supurdisploy ice cream cabinets. Lobby
lighting is subdued but builds up in the lounge to
peak brilliance. In the view ot left, taken from the
concessions stond and looking into the lounge, the
simple elegance of smart furnishings contrasted
against white walls moy be seen. The lounge offers
patrons free coffee and coffee cappuccino (o blend
of coffee and chocolate) although the theatre is
not on art house. There is also an RCA color television
set. The davenports were custom-designed for
the theatre. Doors to restrooms are at center left
in the rear, and the foyer is at left out of the picture.
Photograph at lower left is of the lounge before
redecorating, an attractive enough area but
lacking the smartness of the new lounge.

To GIVE THE theatre a new personality,
was the purpose in remodeling the
St. Louis Park Theatre, an outlying de
luxe house in Minneapolis. The theatre is
17 years old, has good sized spaces for
foyer, lounge, lobby and auditorium. It
has excellent parking facilities and is in a
growing suburb. However, it was so thoroughly
dated that over the years, new
rugs, new paint, latest sound equipment
and screen, and even new seats had not
changed its character.
John Field, a recent Yale architectural
graduate, associated with Knorr. Elliott &
Associates in San Pi-ancisco, was given the
challenging order of giving the Park Theatre
a new look, a glamorous look. It was
understood that the owners would approve
the project and the price, but that they
would not interfere with the execution or
the philosophy of the remodeling.
EXCITEMENT INSIDE THE THEATRE
"A theatre, to me, is like a circus." says
John Field. "It should have simple primary
colors and give people the feeling with
lighting that the excitement is on the inside
of the theatre, not the outside."
Consequently, the lobby lighting is subdued
like a night club. The boxoffice was
moved inside and is a long open bar. The
ceiling was lowered. The walls of the lobby
had always been aluminum but they were
pointed up by the shining black Amtico
tile floor laid in an old Mexican pattern
with occasional silver squares to match the
walls. New glass doors with narrow aluminum
frames replaced the old wood doors.
The lighting builds up in the lounge to
peak brilliance. Walls are white, with one
bright blue wall up over the candy counter.
The new candy counter is walnut Formica,
The black Amtico tile floor and white walls
extend through into the lounge. Two steps
down were eliminated by raising the floor
level and the lounge and foyer are now one
continuous area. It is here that coffee cappuccino
is served to patrons coming in or
going out. The lounge is a pleasant space
with new furnitiu'e. Simple elegance is the
keynote of the whole theatre.
A JAPANESE GARDEN
Inner foyer lighting is subdued to make
an entrance for the auditorium. In the
foyer, the same white walls are used with
evenly spaced panels of clear green mosaic
tile around the photoframes, drinking
fountains and drink machine. New. bright
blue carpet with big green circles is used
in this part of the foyer and throughout
the rest of the theatre. The furniture
echoes the lounge furniture. At the end
of the foyer is a Japanese garden to replace
the old curved seat. The garden has
a fountain of green mosiac tile, white
marble chips and an old piece of Japanese
stone sculpture.
Auditorium walls were rubbed down and
cleaned. Modern Danish, white light fixtures
were added on the side walls. A new
close-in curtain in striking sections of blue.
r\ DRAMATIC satellite ceiling installed in the
St. Louis Park lobby antedated the sputniks (the
theatre was reopened last November 8) and illustrates
the forward thinking of Harold D. Field,
owner, and sons, Manager Martin Field and Architect
John Field. The lighting fixtures are of glass
fabric and metal. The view above, taken from the
street, shows the cashier's open bar which replaces
the former outside boxoffice, and the impressive
poster coses. Cutout letters on the panel behind
the cashier also feature coming attractions, including
a live band. Walls are aluminum and floors are
black tile with occasional silver squares to complement
the wolls. Off to the right of the lobby is the
lounge. A view of the old ceiling treatment and the
old-style cashier's cage is shown at right. The St.
Louis Park provides a lighted free parking area for
750 cars, and personalized service through owner
operation.
green and beige was hung over the screen.
The ladies' room had always been off the
lounge, but the size of the powder room was
greatly enlarged. The men's room which
had been in the basement was brought up
on the main floor. Both rooms were tiled.
The ladies' powder room was lined on all
w-alls with striped Naugahyde and the
chairs were upholstered in matching
Naugahyde.
Through the architectural changes of
making the floor all one level, moving the
boxoffice. the men's room and the candy
counter, replacing all the exterior doors,
closing up the stairway to the basement,
and with new lighting throughout the
theatre, new furniture and repainting, the
theatre has a new look and a new personality.
It is young, fresh and exciting,
like its designer and a pleasant, comfortable
place to see a motion picture in a suburban
area.
The manager of the St. Louis Park Theatre
is Martin Field, a third generation
showman with as keen an interest in movies
as his father and his grandfather. He
is constantly experimenting to learn what
people want and how to make his patrons
welcome and enjoy their evening out.
The San FYancisco architect for the St.
Louis Park Theatre is a brother of the
manager.
BOXOFTICE May 5, 1958 29

ST. LOUIS PARK THEATRE . . . Cont'd.
I
A delightful touch in the theatre foyer is
this Japanese rock garden with a pond,
lantern and an artificial plant in St. Louis
Pork blue and green with a purple blossom.
The leaves ol the plant match the carpet.
AFTER:
Green Italian mosaic panels, white walls and a custom-run carpet by American in the theatre's own
shades of blue and green moke the foyer an attractive place. Upholstered benches complete the modern setting.
A Japanese garden is at the far end near the stairway.
BEFORE:
The foyer in the St. Louis Park before remodeling. Comparison with the photo above will show how the
foyer lighting was subdued for a better approach to the auditorium.
White walls of the foyer are broken by
evenly spaced panels of clear green mosaic
tile around the drinking fountains, display
frames and drink machine. Each mosaic
panel is lighted from above.
^
Patrons enjoy the convenience of this attractive
telephone booth and chair. The
chair is chrome plated. Booth was placed
low on the wall for it is intended to be used
while sitting down.
The 960-seat auditorium is highlighted by the velour prcsccnium curtain in stripes of blue, green and beige.
Danish white light fixtures alternate with stereophonic sound speakers on the auditorium walls.
30 The MODERN THEATRE SECTION

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

This attractive dine and dance patio fronting the concessions building at the
Star Drive-ln, Btosdcll, N. Y., is an oasis of fun and refreshment for many a
young couple at the end of a tense, busy summer day. On this breeze-swept
patio, sheltered from the final hour of sunshine by white-fringed beach umbrellas,
young parents can relax to jukebox or live band music while their
youngsters play in a supervised Kiddies Korral at the end of the building. The
projection equipment for the 610-foot throw to the mammoth screen is housed
in the small extension directly above the snack bar. The concessions building,
like the boxoffices, is 0/ Roman brick. The 1 ,250-car drive-in is the eighth for
the Blatt Bros circuit which operates theatres in Pennsylvania and New York.
DANCE PATIO FUN HAVEN FOR YOUNG PARENTS
Children Play Under Theatre Supervision While Parents Relax Before Show
^/ne of the most popular dance
spots on the Niagara F^-ontier is the cool
patio across the front of the cafeteria concessions
building at the Star Drive-In, a
Blatt Bros, unit within the city limits of
Blasdell. N. Y. Here, tired parents can relax
and dance before showtime, knowing
their youngsters are playing under watchful
supervisors in the Kiddies Korral immediately
at the rear of the 70x70-foot
Roman brick building.
The dance patio also is 70 feet long, wide
enough for dancing under the extended roof
of the concessions building and for a row of
six restaurant tables and chairs, each table
sheltered by a fringed beach umbrella.
Limiting the front and two shorter sides of
the patio is an attractive 30-inch Roman
brick wall. The front of the low wall is
decorated by 16, dark green planter boxes
with blooming flowers, and each side wall
by seven planters.
In this pleasant, easy atmosphere young
parents and younger couples can en.ioy
themselves before showtime and again at
intermission, dancing to jukebox tunes or
to the music of local bands. Many patrons
also prefer to watch the screen program
from chairs on the patio, which faces the
mammoth screen.
The Star capitalizes on this screen as another
of its major exploitable features, the
85':;xl52-foot screen being advertised as
"the world's largest screen" on the airer's
flower-bordered attractions board. The big
screen rests on a footing of more than 250
yards of poured concrete, the aluminum
facing painted with a highly reflective
coating that assures patrons a clear, perfect
vision from all angles in the 1,250-car
ramp area. The screen, its back closely
paralleling South Park Avenue, is 610 feet
from the projection booth, which is housed
directly above the snack bar area. Light,
Four entrance lanes facilitate the handling of big
crowds by cashiers in three canopy -connected boxoffices.
The two outer boxoffices of gloss, aluminum
and Roman brick serve lanes one and four, while a
matching boxoffice with two windows serves lanes
two and three.
brilliant enough for the long throw, is provided
by 165-ampere equipment.
The Star, which was opened June 12,
1957 with J. R. Stefanon as manager, has
been operated continually with the policy
of providing a clean, pleasant, wholesome
place for family recreation. Children under
12 are admitted free at all times. Also free
to the youngsters is the playground area,
variously referred to as the Kiddies Korral
and Candy Land. It is decorated with a
candy stick motif and offers the kiddies all
the delights of merry-go-rounds, swings,
slides, climbers, teeters and sand boxes,
along with benches for Mom and Dad.
In keeping with the popular Blatt policy
of catering to the family patronage, constant
supervision of the entire theatre area
is maintained throughout show hours; only
pictures recognized as suitable for family
patronage are booked and rest rooms are
kept spic and span daily. Special bottle
warmer service with do-it-yourself equipment
is appreciated by the many young
mothers among the Star's patronage.
The Star advertises this screen on its attractions board as "the world's largest." The 85' 2x1 52-foot screen
rests on a footing of more than 250 yards of poured concrete and the facing was given a special highly reflective
coating. Combined with ?65 ampere lamp lighting, this screen reflectivity gives every patron
in the 33-acre grounds a clearly defined view of the picture.
CREDITS: Concessionaire: Niagara Vending •
Equipment distributors: Buffalo Theatre Equipment
and Seating • Lamps: Ashcraft • Playground:
Miracle • Projection: Century • Screen tower:
Cartright and Morrison * Sound and speakers:
Ballantyne.
32 The MODERN THEATRE SECTION

.47
Drive-ln Manager Holds Key
To Maintenance Costs in
Keeping Up His Theatre
Tone Quality
r ROPER PROCEDURES foi' ClOSillg
down and pioventive maintenance in the
fall will save drive-in opeiatois many dollars
at reopening time. Edward Stokes of
Lippert Theatres of San Francisco told
those attending the Theatre Owners of
America Drive-In Conventionette in San
F^-ancLsco
recently.
Pointing out that quality and availability
of product are often beyond the drive-in
manager's power, Stokes declared the manager
holds the key to labor costs in properly
maintaining his theatre.
'A STITCH IN TIME'
"The preventive inspections and daily
checks which are made for cleanliness will
show up parts of the theatre that are deteriorating
and where a small expenditure
for a gallon of paint or a piece of lumber
will avoid a costly replacement later on.
There are still some capable maintenance
people around who can swing a brush and
can hammer a nail, who don't cost $4 an
hour.
"One of the greatest faults I have found
with drive-in theatres is what transpires
when a theatre is ready to close down for
the winter. I have seen managers as well
as owners close their gates and bid the
place farewell until spring. This I can't
accept. If these same managers and owners
would just take a few more hours to see
that certain things are done to preserve
equipment, they would find that when reopening
time comes along all that is necessary
is to wipe off preserving oil and start
operating.
"I have seen snack bars that were left
with syrups in their machines, freezers not
defrosted and equipment left out uncovered
in the weather. I have seen projection
booth equipment left unattended and without
a protective coat of light oil. And for
only a little investment of about six cents
per ix>st, a speaker can be protected from
the winter elements by a plastic bag.
GET THINGS DONE IN
WINTER
"Even though your theatre is closed for
the winter, it should still be inspected periodically
just in case something happens
which needs immediate fixing. The winter
is also a good time to get all the big and
little things fixed up, so when you open
you can start immediately to promote your
business instead of repairing the premises.
And, I insist, it is a lot cheaper."
On keeping areas painted. Stokes recommended
the maintenance man be given a
roller instead of an old fashioned paint
brush. "We found they can do just as good
a job in half the time, and with lots less
paint," he said.
"Use lots of paint and change the color."
Continued on following page
Ballantyne
TOUGHEST
CONSTRUCTION
EVER!
Dub'l-Cones
Ballanfyne Dub'l-Concs give you the two most wanted features
in In-A-Car Speakers — protection from shock, pressure,
weather and water, and sup

I
for
.
and
-1*,
ERA VEL Y
MANAGER HOLDS KEY TO COSTS
Continued from preceding
page
RoLwy
Mowtf
Heater- witK,
J^ss work/
Euild your boxoftice receipts by keeping the area around your drive
The powerful 5 HP Gravely Tractor powers 30
in ncaf as o pin! . . .
rugged, dependable tools for every mowing or ground ma ntenance
lobl All-gear drive, power reverse. Dependoble power that will cut
your mointenoncc costs—/as(.'—gives you a more ottractive theatre
with less work! Pushbutton starter optional. Available on Eosy Pay
Plan.
"Power vs Drudgery" booklet tells how Gravely POWER
and versatility solve these upkeep problems quickly,
ea";ily. FREE— -write for it today!
GRAVELY TRACTORS, Inc.
FOX ^SA DUNBAR, W. VA.
FieLD-TESTED 'Sil%CE 1.922
y
.A3
r
*IF -rON
I O AD S
Keep Children Happy with
American TRAMPOLINES
I
>-^^^ ^
"Tiny Tramp' above hos 7 by 4^2 tt. bed
and is only 20 in. off ground. ($59.50)
Boys and girls of all oges get loads
of fun bouncing on an American Trampoline
. . . Safe . . . Built for years of
service. Rugged tubular steel frame
and superior cable suspension with
wide canvas bed adjusts to any
"bounceness." A size for every age
group makes American Trampolines
the most popular play equipment at
low cost. Helps increase business because
trampolines give magic appeal
to your playground.
"Family" model Trampoline has reinforced
frame— easily folded for storage
.. .
The AMERICAN TRAMPOLINE CO.
older cliildren f$99.50 up).
Write for new literature and names of nearest distributor.
NEW SPEAKERS FOR OLD!
At Slightly More Than Reeone Cost
Send us your old speaker frames.
^^^o^ \
We will return to you factory-new... l*/->.^^ >\
34
JENSEN
Weatber-MASTER
Replacement Speokers
S'/} and 4 in.
5 in.
$1.55 $1.65
QUANTITY PRICES on Orders Over SO^J-'
Send for Quantity Price Information Sheet
F.O.B. Scranton, Pa., prepaid on 100 or more.
Prices slightly higher West of the Mississippi.
SOUNDCRAFTERS of Scranton
232 Crown Ave. Scranton, Pa.
Jefferson 18,
IOWA
NEW MODERN
AMUSEMENT EQUIPMENT
Kiddie Rides
Adult Rides
AAiniature
Trains
Roller Coasters
Ferris Wheels
Merry-Go-Rounds
Shooting Galleries
Fun Houses
Write today for complete catalog.
30 USED RIDES ON HAND
KING AMUSEMENT CO.,
INC.
p. O. Box 308, Dept. A. Mt. Clemens, Mich.
"In other word.s," he declared, "If it's
green, make it pink, or whatever color you
might think fit.s best. But paint makes
your place look clean, and a change makes
it
interesting."
Speaking of screen maintenance. Stokes
said that in his circuit they had been paying
from $500 to $800 to repaint a screen
annually. "But in tightening our belts," he
said, "we shopped around and came up
with union painters who are now doing our
screen.? for $200. In other words, when
and if
planning any major work, get bids,
they seem too high, get more bids.
"We have found," he said, "that in painting
the back oi the screen, an aluminum
paint seems to be much cheaper to apply
and seems to last longer. The same holds
true for our playgrounds and speaker posts.
However, if you are one who likes color,
you'll have to pay for it. But if you do like
color, you will find colors can be applied to
more accessible spots like the snack bar or
outside cf your buildings much more easily
cheaply than to the back of the screen,
and will still give you a good color effect.
NEW KIND OF
LANDSCAPING
"I have just come back from a trip to
Palm Springs, and was impressed by the
economical type of landscaping employed
by the new Desi Ai-naz Motel there. They
used large boulders and decorated with
white gravel, colored stepping stones, indirect
lighting, and a few cactus plants. There
was no grass, and almost no shrubs, to
maintain. They have figured out a beautiful
outdoor effect that is simple, effective
and practical. I feel this same type of planning
should be applied to a drive-in theatre."
Weeding will be a problem, Stokes said,
if it is not handled systematically. "As soon
as the weeds start appearing in the early
spring, have youi- maintenance man chop
them out and spray the area with your favorite
weed killer. Your problem in season
will then be practically nil. However, if
you let them get away from you, it's going
to cost you money all through the season
to have someone constantly battling the
weeds."
Photographic Exhibit at World's Fair
The role of photography in the service
of mankind will be the theme of Kodak's
gleaming glass, steel, aluminum and wood
building at the Brussels Universal and International
Exposition April 17-October 19.
Six photographic experts able to answer
questions in Flemish. Fi-ench and English
will be on duty every hour to help amateur
photographers among the 35,000,000 visitors
expected at the fair. Kodak's 100x40-
foot pavilion near the Esplanade Gate in
the 500-acre fairgrounds in Hysel Park
will display latest Kodak products for
amateur photography but nothing will be
offered for sale in the building.
The MODERN THEATRE SECTION

.
rpl0Ve-
^y

I
'T
MICRONIC DETECTOR CONTROLS
PROJECTION LIGHT LEVEL
By
CLARENCE ASHCRAFT'
I HE MicRONic Light Control is an
extremely precise device for exact maintenance
of the carbon crater, which is the
source of light, at a predetermined position
from the ellipticiil reflector used in
the Super Cinex projection lamp. It maintains
light level and the distribution of
light over the screen surface with unvarying
accuracy, yet the values may be changed
immediately by the operator.
The electric arc has heretofore been an
erratic light source for motion picture projection,
varying in intensity and color from
minute to minute, which is not conducive
to good projection. Nothing is more distracting
to the audience than browii or
blue color appearing on the screen, whicli
has been characteristic of the light produced
by the average projection lamp.
While the Ashcraft Super Cinex lamp has
eliminated color and light variation to a
great extent, complete automation which
•President, C. S. Ashcraff Monufacturing Co.
The pioneer in Coil Form Repellent
introduces to you . . .
In NON-CRUSHABLE
CUSHION PACKED
BOXES With ALUM-
INUM LINED BOX TOP
ASH TRAY of no extro
cost!
1^ 2 flat coils lasting minimum
14 hours
^ Coils are separated individually
for easy handling
1^ Metal holder secured to box
top
[^ Aluminum lined box top ash
would relieve the projectionist from the
responsibility of any defects in light
variations
seemed impossible before the discovery
of the entirely new principle employed,
and which makes the Micronic
control as near perfection as is possible.
The thermostatic method of light control,
which has been used for years for the
control of searchlight arcs and from time
to time applied to motion picture projection
lamps, is far from satisfactory for the
reason that the image of the arc had to
be necessarily reduced to about one-half
its actual size to create sufficient heat to
operate the bimetal leaves of the thermostat
which operated the controls. The basic
fault of the thermostat as a controlling
means is that the periods of heating and
cooling created "cycling" which resulted in
periodic changes in picture brightness and
color.
The Micronic control employs no thermostats.
It controls light and not heat, therefore
it uses light as a medium for its operation
but in an entirely different way
from any previous methods. When 70mm
wide film projectors were introduced, which
Mosa«nS PREE DISPLAY MATERIALS
AND A SOUND TRAILER
l^
l^
Nation wide distributors handle
faster delivery
A 25^ pack costs you only
/^Guaranteed effective and
harmless. Dealers are protected
with $100,000 Product
tray
Liability Insurance
ORDER THRU YOUR LOCAL THEATRE SUPPLY DEALER OR—
PIC
CORPORATION
837 Broad St., Newark, N. J.
Tel.: Mitchell 2-0639
The new Ashcralt Micronic detector unit.
were also convertible for 35mm film projection,
the Super Cinex lamp was designed
so that either 35 or 70nun film projection
was possible with equal efficiency for
either size. To eliminate the necessity of
the use of light expanding or contracting
lenses, sometimes referred to as relay
lenses which create a substantial light loss,
an entirely new method was discovered
whereby the angles of the light beam or
cone of light from reflector to aperture
could be varied to more perfectly cover the
film area of either 35 or 70min film, with
equal efficiency for both, than was possible
by any existing methods.
NEW PRINCIPLES
DISCOVERED
The new method discovered, was made
possible by reducing the distance from the
large elliptical reflector to the film plane
or aperture far more than had ever been
attempted before. The result was that not
only was the light coverage over the film
area more perfect but. paradoxically, the
projected light was increased to an amazing
extent. All existing theories regarding
magnification and optical speed which determines
the efficiency were completely
disregarded, new and sound optical principles
applying to motion picture projection
were discovered and applied. The phenomenal
result was that it was possible to vary
the size of the intense film-covering light
circle from approximately one and one-half
inch in diameter, necessary for 35mm film,
to approximately three and three-quarter
inches for 70mm film by moving the carbon
crater ithe light source) only .237
inch (7/32 of an inch). This meant that
the area of the light circle was multiplied
six times by a movement of the arc crater
toward the reflector of less than one-fourth
inch. Simultaneous with this light area
increase was an increase in projected light
efficiency of over 25 per cent. This was
Continued on page 38
36
The MODERN THEATRE SECTION

FOR THE FINEST IN SOUND
at the Lowest OVER-ALL Cost
Big and small theatres are changing to EPRAD
Universals because they are recognized as the bestsounding,
most-trouble-free, and best-styled speakers
at any price.
If you are building a new drive-in, be sure to
EXCLUSIVE 2-YR.
in-the-car
SPEAKERS
conduct a sound test at your favorite dealer's. If you
ore replacing speakers, check to see how well the
Universal harmonizes with existing speakers. Send a
card to EPRAD for the name of drive-in nearest you
that is equipped with Universals.
GUARANTEE ON WORKMANSHIP & MATERIALS
The "UNIVERSAL"
The Voice
of the
Drive-in
Die-Cast Aluminum Case
Beautiful 2-Tone, Extra-
Tough "Epoxy" Finish
Trouble-Free (Recessed)
Volume Control
Fiberglass Tone Filter
Quick Disconnect Terminals
(Solderless Connections)
White Neoprene Speaker
Cable
Heaviest AInico 5 Magnet
Hanger Arm-Plate Fits All
Cars and Junction Boxes
Exclusive Perforated-
Aluminum Grill
Exclusive Animal -
Cone (for longest
life)
Weather-Resistant
Free From Rattles
Vibrations
Reasonably
Lowest-Known
once Cost
Priced
Fiber
cone
and
Mainten
OTHER SPEAKER MODELS
AVAILABLE
Deluxe Big 4 * Star Fiberglass
* Junction Boxes With Downlite for
"Glo-Top"
(In Red, Green, Blue, Amber)
1206 CHERRY ST.
TOLEDO 4, OHIO
EPRAD MAKES THE BEST EQUIPMENT FOR DRIVE-IN THEATRES!
Aik Your N*or*sr Th»alr» {quipmenr D»al»r
BOXOFFICE :: May 5. 1958 37

!
MICRONIC LIGHT CONTROL
1
Continued from page 36
considered Impossible before the discovery
of rt new principle which has made the
Super Cinex lamp possible. Its operating
cost has also been reduced to an almost unbelievable
low amount.
The rapid expansion of the light beam
with a very small movement of the carbon
crater characteristic of the new lamp forms
the basic principle of the Micronic light
control.
Extending into the rapidly expanding
light cone of the lamp, close to its perimeter
at the front of the lamphousing and as
near the aperture or film plane as is possible
and practical, is placed a small piano
reflector which deflects a light beam at
right angles to the optical axis of the main
reflector and projection lens onto a small
screen five-eighth inches in diameter. In
this screen is a narrow slit through which
is projected the full intensity of the reflected
beam onto the light detector unit.
Only an incredibly small amount of the
total light reflected by the small auxiliary
mirror is required for the operation of the
controlling unit. The diameter of the aperture
in the detector unit scanner is only
forty thousandtlis of an inch.
The image of the light source which is
projected onto the detector screen is six
times as large and moves six
times as fast
2^ 4. 2^ 2^
A Four-Star Feature
for ANY Drive-In Screen
DITMCO
WHITE SCREEN COATING
PB 40
WHITE
SCREEN
COATING
Stays
Weather & Dirt
Ultra-White
Resistant
PB 80
THINNER
The actuating case enclosing timer, unit operating
rectifier and relay.
as the light source itself. This indicates
the increased precision of the Micronic
method over the thermostatic system. In
the latter the movement of the controlling
image is one-half as fast as the light source
movement. Since the Micronic image
moves twelve times as fast as that used
with thermostatic devices therefore the
Micronic control is twelve times as accurate.
A simple analogy of the operation of the
Micronic control is the functioning of the
nervous system and brain of the human
body. If a hot object comes into contact
with the human hand there is an immediate
transmission through the nerves to the
brain which results in a rapid and involuntary
withdrawal of the hand from the hot
object. It is human nature, if a person is
aware that an object might be heated beyond
the point where it is comfortable or
safe to grasp, to test by repeatedly touching
the object with the fingers lightly in
this manner of the nervous system and, in
the brain we determine what should be
done about it, whether to keep our hands
off of it or otherwise.
CRUSADER
FOR SAFER
. DRIVING
-
^ so/'- -
The Micronic light control unit is located at lower
right on the lamp.
The analogy of the heated object, hand,
nerves and human brain and the sequence
of action have been applied, in principle,
to the Micronic control, the action and sequence
is similar to that of the deflected
light beam detector unit, analyser and actuator
of the Micronic system. The rwsition
and intensity of the light beam projected
onto the screen of the detector unit
is checked eight times per minute or every
seven and one-half seconds by the Micronic
detector. This information is immediately
transmitted to the Micronic analyser which
determines if the light source is in the exact
correct predetermined position relative
to the reflector, or whether a slight change
is necessary. It also determines in which
direction the change should be made, toward
or away from the reflector. This information
is in turn transmitted to the
Micronic actuator which controls the rate
of forward movement of the positive carbon
where at its forward end, facing the
reflector, the crater Uight source) is located.
If the crater position is exactly correct,
the actuator makes no correction; if
a slight movement in either direction is
You don't have to
spend $5400!
Brush, Roll Spray It On
It's Lasting and Economical
This nationol program
sponsors
competitions
for pre-teen ogers
in safe driving, using exciting
JUNIOR Stock
Cars.
Big M Jr. Thunderbird, Jr.
Drive-In
•
Theatre
Manufacturing Co.
505 W. 9th Street Kansos City, Mo.
HArrison 1-8006
Get new revenue, boost your other income, with little investment with our safe
driving program. The only requirement: purchase ot N E PowerCar Junior
Stock Car; and simple construction of standard J. C.N. A. track. Our representative
will then promote a minimum of six cars to local sponsors. Write us today.
POWERCAR CO.. 109 Willow St MYSTIC conn.
38 The MODERN THEATRE SECTION

necessary the actuator acts accordingly
with unfailing accuracy. The result is a
projected light of uniform intensity and
color, the degree of which is immediately
controllable by means of a slight movement,
in either direction, of the detector scanning
plate in the center of which the small light
entrance hole is located.
Pi-om the foregoing description of the
sequence of oi>eration of the Micronic control,
the reader might assume that to accomplish
these astonishing results, the
mechanism must necessarily be extremely
complicated and subject to the possible
failure of some one or other of its components.
This is not true. We have had
forty years of experience in carbon arcs
behind us. Tliis experience, for which
there is no substitute, has taught us that
simplicity and complete elimination of any
questionable units as far as is humanly
possible are the first requisites of good design.
the aperture. The deflecting reflector, approximately
three-quarter-inch square, is
mounted on a heavy frame adjustable to
the correct distance into the light cone,
and also adjustable, swivel-mounted so that
the deflected beam may be directed to the
exact required position on the small detector
screen.
Due to the heavy construction and the
fact that the frame is located in the air
stream which blows over the 18-inch reflector
surface, heat has no effect, which
might alter the direction of the deflector
light beam once it is adjusted and secured.
The highly magnified, deflected light beam
is adju-sted at the factory so that the image
extends to a center line marked on
the detector screen.
This small Micronic detector or analyser
unit is located on the front of the operating
side of the lamphou.se, in the most convenient
ixjsition. On the rear of this unit is
the scanning plate from which extends upward
a movable arm and Indicating
pointer, the position of which relative to
the image center line, is .shown on a graduated
scale. The scanning plate indicator,
in the center position of the scale, places
the small light entrance hole on the center
line of the image screen.
The detector unit is located directly behind
and close to the .scanning plate. The
analysing unit is located in the same case
as the detector unit. The case is hinged in
Continued on page 47
AN ACCURATE CONTROL
F^'ojection lamps are not, as a rule, operated
by electrical or mechanical engineers
but by projectionists who are
trained in the specialized field of presenting
a motion picture to the best of their
ability. This not only applies to those in
the United States, where information and
replacement parts can be transmitted
within a few hours at the most, but in far
away places where our lamps are used in
great numbers. A properly designed projection
lamp, of course, must be installed
correctly and supplied with the proper
electrical energy and carbons recommended
by the manufacturer. Accompanying the
lamp must also be supplied adequate and
clearly written instructions. Pi-om there
on the lamp and its controls should require
no further attention other than placing
the carbons in the lamp and striking the
arc. This is exactly what the Super Cinex
lamp and the Micronic control are designed
and constructed to do, and do with surprising
accuracy.
Naturally, if the manufacturer supplies
detailed instructions he expects them to be
read and followed by the projectionists.
Operating any mechanism without knowledge
or care until, entirely due to indifference
or inattention, it fails to operate
can be a very expensive matter. An automobile,
a projector mechanism or a projection
lamp will operate in exact proportion
to the care it receives.
COMPONENTS OF
UNIT
The component units of the Micronic
control are:
1. The plane beam reflector and adjustable
mounting base and frame.
2. The detector unit; mounting frame including
the image screen.
3. The actuating case enclosing timer,
unit operating rectifier and relay.
The light beam deflecting mirror and
maintaining frame is bolted to the inside
of the front of the lamphou.se with the
mirror extending to the edge of the cone
of light from the main 18-inch reflector to
^^Jjsis
More and more Drive-Ins are demanding
these fine lenses. The Super
Snaplites are guaranteed to give you
Sharper Pictures, More Light on the Screen, Greater Contrast, and Greater
Definition. ..and this under the most trying outdoor operating conditions.
Actually 7 out of
10 new Drive-Ins install Super Snaplite Lenses. ..and
more and more established Drive-Ins are turning to Super Snaplites. Ask
for Bulletin No. 222, it gives you complete information on these lenses.
Northampton,
OKPOKATIOK
Massachusetts
BOXOFFICE :: May 5, 1958 39

:
1^
How to Locate and Correct Trouble in Sound Systems • Part 2
TOP QUALITY SOUND REPRODUCTION
POSSIBLE
ONLY WHEN EQUIPMENT IS PROPERLY SERVICED
Simplified, Practical Servicing Instructions Pertaining to Theatre Sound Systems
By
WESLEY TROUT
WONSIOER-
ABLE WATER has passed
under the bridge
since the introducf^^^

I NAME
^f^lffHg
^^
WINS THE BATTLE
FOR MORE LIGHT
— /loWs f/ie f/f/e m eyery class!
""d.-puLd mIdXw. Jj.^WER ""Si.
'" all the other c(a^!I! c. ^''^'^Pion.
aide
^Ae J^ew. STRONG JETARC PROJECTION LAMP
The Most Powerful Controlled Light Source in the World!
Delivers double the light projected by ony 16' 2" reflector lamp. Projects all film widths
by any process without change of reflectors. The main mirror, an integral part of the rear
door, is of the cold glass type, 21 inches in diameter — the largest ever put into regular
production. Delivers up to 65,000 lumens with wide apertures.
A TOTALLY DIFFBRBNT SYSTEM! Three dimensional, cylindrical shaped light source, rather
than the flat, disc-like face of the arc of conventionol lamps, increases the available
pickup angle to more thon 260'. An auxiliary 4-inch spherical reflector is located behind
the positive carbon. A 10 mm. x 25" non-rotating Ultrex positive and rotating 7/16" x 12"
solid Graphite negative burn ot 140 to 160 omperes and 70 to 78 volts.
THE POWERFUL STRONG U-H-l ULTRA HIGH INTENSITY
PROJECTION ARC LAMP
Beam shaper lens provided for use with the 13.6 mm. trim lamps patterns the spot to the
particular size and shape of the aperture so as to efficiently utilize all useful light. Employs
"cold" reflector. Exclusive automatic crater positioning system maintains the tip of the burning
carbon at the focal point of the reflector. Eliminates change of light color at the screen,
caused by variation in carbon burning rates. Optical system quickly adaptable to the various
projection systems.
THE STRONG
SUPER
"J35"
Burns a choice of four carbon trims (9,
10, or 11 mm. regular, and 10 mm.
Hitex) to attain any desired degree of
cost of operation, screen illumination, or
burning time. Quick, simple changes
attain the correct light requirements for
ony presentation technique. 18" f 1.7 or
I6V2" f 1.9 reflector. Single control amperage
selection. The arc is stabilized by
its own magnetic field (no magnets are
required) and by an air jet which prevents
deposit of soot on reflector.
Avenue
Toledo
Pleo« ?, Ohio I
send free lit,
" lomps.
(
I
BOXOFFICE May 5, 1958 41

this
—
'.
SOUND TROUBLE EASILY CORRECTED
Continued from page 40
system is In tip-top condition, will be very
acceptable to the public.
Before proceedinn further in tlie discussion
of amplifiers and speakers, let us discuss
some important points pertaininp; to
servicinR the general run of sound heads
and penthouse reproducers. High quality
sound repi-oduction is not obtainable unless
these units are in good repair and carefully
adjusted for quality sound output.
Sometimes this part of the sound system is
sadly neglected and little understood.
FUNCTION OF
SOUND HEAD
Basis of Sound Reproduction—Briefly,
the optical sound head is mounted under
the pix)jector mechanism, the distance between
the scene at the aperture and the
light beam of the sound lens is approximately
14 '2 inches in advance of the
scene. Its major function is to translate
the sound track's photographic record of
the original sound into a varying electrical
current. Now. by means of the sound
system's amplification equipment (pre-amplif
ier and power amplifier
1
current
is used to control much stronger currents,
which are then converted into faithful
copies, if the system is correctly adjusted,
of the original sound via amplifiers and
loudspeakers.
We think you understand the action produced
by the sound track passing the very
small light slit produced by exciter lamp
in conjunction with a slit in the sound
lens. The light slit from the sound lens
must be accurately focused on the sound
track, guided by correctly adjusted lateral
guide rollers, of course. The beam of light
projected to the photocell is varied in intensity
by alternating light and dark areas
ccmprising the sound track (either variable
density or variable area 1
. For general
information, either type of recording produces
about the sarjie result, the writer favoring
the variable area type in. most cases.
"We present a picture on page 44 of both
types of recordings.
Moreover, it is still necessary to convert
these light variations in electrical currents,
and then convert these current variations
into sound waves by means of loudspeakers
before you can actually hear sound. Of
course, the very weak currents from the
photocell are amplified many times via the
pre-amplifier and power amplifier before
being sent into the loudspeaker networks.
function of the photocell. We do want to
point out that correct voltage is absolutely
necessary for the operation of the photocell,
and the cell must be in
first-class con-
times
dition and make firm contact at all
in its .socket or container. We say container
twcause some manufacturers place
the photocell in a housing, firmly held in
place by packing material, and pigtails
from the cell are connected to a small terminal
block. We have always favored a
socket for best mounting of the cell, because
a socket holds the cell more rigid.
The current is very weak, in the order of
a few millionths of an ampere, therefore
it has to be greatly amplified before it can
reproduce the sound waves. The circuits
carrying the current from the photocell to
the pre-amplifier. or direct to the input
of some power amplifier setups, must be
very carefully shielded and insulated to
prevent lo.ss of current or the pickup of
noise or hum from other electrical circuits
and apparatus in the projection room. Special
cable is used from the photocell to the
pre-amplifier; the cable is run in flexible
tubing. The exciter lamp supply is always
run in a separate flexible tubing.
It is important that you clean the sound
lens, photocell, and also check the adjustment
of the exciter lamp for uniform illumination
of the light beam, in order to
obtain sharp, clear sound reproduction of
the entire frequency range of the system.
This beam of light must be correctly adjusted
and the lateral guide rollers adjusted
with a "buzz" track test loop so
that the beam does not enter side of picture
or into the sprocket holes of the film.
Guide rollers must turn freely or a groove
will develop and cause trouble.
The setting of the sound lens should not
be disturbed if you find the focus is correct
by using a standard 7,000 cps test loop and
an output meter. We do suggest, however,
checking the focus of the sound lens at
least every three to six months.
CAREFUL ADJUSTMENT VITAL
In the foregoing discussion many important
details regarding the function and
operation have been covered and one should
have a clear overall picture of the device.
It should be clearly understood that the
.sound head is a very important unit In
your sound system and good .sound reproduction
depends upon it functioning correctly.
The adjustment outlined should be
followed very carefully for maximum performance
from this component.
One should know that the pitch or frequency
of the reproduced sound depends
upon the rate at which the .sound track
varies the intensity of the .steady beam of
light from the exciter lamp, via the sound
lens. It should be quite evident that the
film motion at the point where this beam
passes through the sound track must be as
nearly uniform as possible if the reproduced
sound is to be exactly like the original.
Any film speed variation at this
point will cause the pitch to be unsteady
let us say rapid variations such as might
be caused by film .sticking to worn sprocket
teeth, rotary stabilizer not working right,
etc. This will cause a "flutter" in the
sound reproduction which should be immediately
corrected. Moreover, worn and
rough sprocket teeth will cause the sound
reproduction to be vei-y poor quality and
"gargly." Slower variations such as those
resulting from drive motor speed variations,
or, in some instances, defects in mechanical
filtering devices, or too slow motor
speed, cause "drift" or "wow." since they
occur at a slow-enough rate for the ear to
quickly detect the departures from a steady
pitch.
FILM-MOVING MECHANISM
In the early days of motion picture
sound, large flywheels attached to the
sound sprocket were employed for smoothing
or filtering action, and the film was
pulled over either a curved or straight polished
metal housing, or sometimes over a
curved surface with a gate and springs;
the photocell placed inside of this component.
While the performance obtained
with these various arrangements for film
travel was very good in some instances, the
components had to be ruggedly built and a
rather heavy flywheel for smooth film
travel was absolutely necessary. Moreover,
good sound reproduction depended on correct
adjustment of the components and
good sprocket teeth. Today, modern reproducers
have an improved film-moving
^SiSS^
*»
FUNCTION OF PHOTOCELL
To be brief, the exact processes through
which the photocell brings about these results
are somewhat complex and would require
the reader to have a fair knowledge
of advanced principles of electrical physics,
therefore no attempt will be made to go
into such highly technical discussion which
would serve no particular purpose in this
article. What we have already discussed
about photocell action should give the
reader some helpful understanding of the
^
DHMITE
(very projectionist and repairman should know about the various components used in theatre and PA amplifiers.
Shown are photos of three, five and ten-watt axial-lead, vitreous enameled resistors extensively used
in many audio amplifiers; left, the very popular one-half, one and two-watt composition resistors. In general,
resistors give less trouble than capacitors, provided they are the right size (value) to carry the
load. Follow manufacturer's recommendations when making replacement of a defective or burned-out
resistor. The Ohmite brand is an excellent product when making replacement, when the manufacturer's
brand is not available. Keep this in mind, too, many manufacturers of theatre and audio amplifiers
do not manufacture some of the components but use various standard brands like these. Never use
a component that is not manufactured by a well-known and reliable electronic manufacturing company
— Photos, courtesy Ohmite Mfg. Co.
42 The MODERN THEATRE SECTION

mechanism and a superior filtcriiiq
for high qnalit!/ sound.
xystcrn
In modern makes of optical sound heads,
namely. Simplex. Century. Westrex. Motiograpli
and Ballantyne reproducers, tlie film
is supported at the scanning point by a
smooth-faced drum affixed to a freely rotating
shaft carrying on its opposite end a
medium-size flywheel. Generally, the flywheel,
except Ballantyne. is hollow, and inside
it. supported by ball bearings, is a
heavy inner flywheel coupled to the outer
shell only by means of a special liquid.
This arrangement assures a smooth film
travel. Ballantyne uses a little different
arrangement employing a medium-size flywheel
and a spring arrangement in connection
which assures exceptionally fine
sound and smooth film travel past the
scanning beam.
SMOOTH FILM TRAVEL
We think most projectionists, and exhibitors
with some projection and sound
reproduction knowledge, are familiar with
the makeup of various rotary stabilizers
and their fine performance for constant
and smooth film travel past the scanning,
which is absolutely necessai-y for high
quality sound reproduction and reproduction
of all the frequencies, etc. Therefore,
we think the above explanation should suffice.
We would like to add this information,
however. The whole assembly, including
the auxiliary roller with its lateral guide
rollers, is rotated by the film itself, and
thus no mechanical connection to other
moving parts of the reproducer except by
way of the film. Now. in threading film
into the sound head, sufficient slack is allowed
to permit a slight looseness on either
side of the drum can-ying the film, to isolate
the film at the scanning beam point
from nearly all of the disturbances caused
by sprocket teeth entering and leaving the
film perforations. This permissible amount
of slack is taken care of when the projector
is turned on and starts to gather speed.
Not too much slack here, but just enough
so that the film will not be tight when you
release the lateral guide roller bracket.
Correct threading is very important and
should be done as instructed in the booklet
sent with youi- equipment, or as discussed
here.
LaVEZZI this year celebrates 50 YEARS of SERVICE to the motion picture
industry in
the production of highest quality PROJECTOR PARTS.
MACHINE WORKS
4635 WEST LAKE ST., CHICAGO, ILLINOIS
GET MORE OUT OF LIFE ... GO OUT TO A MOVIE!
Frequent change of reflectors is
practicing real economy.
i
CARE OF GUIDE ROLLERS
Be sure that the guide roller assembly is
left open w-hen there is no film in the projector.
If left closed, flat spots will develop
on equipment using felt roller that holds
the film against the di-um, and if flat
spots do develop it will cause flutter and
make replacement necessary. Lateral guide
rollers should always turn freely and should
not have any grooves. One drop of oil at
each end of the shaft is all that is necessary.
Be sure to keep this assembly clean.
It is a good idea to keep a set of felt rollers
and lateral guide roller in your parts cabinet,
in addition to spare photocell and exciter
lamps.
One should fully understand this im-
PRECISION
REFLECTORS
\
— available in types and sizes for use in
all standard projection arc lamps. Ordefrom
your theatre supply dealer today
THE STRONG ELECTRIC
vv
CORPORATION
11 CITY PARK AVENUE TOLEDO 1, OHIO
Continued on following page
BOXOFFICE ;
; May
5, 1958 43

SOUND TROUBLE EASILY CORRECTED
Q
Continued from preceding page
portant feature of the modt-ni type ot
sound head, equipped with rotary stabilizer
mtx-hanism. that the absence of direct
mechanical connection effectively isolates
the rotation of the film carrying drum from
disturbances originating in other parts of
the sound head
i
optical and magnetic reproducers*.
This. pliLs very smooth running
of the film past the scanning beam,
pi'oduces all the frequencies clear and
sharp. Briefly . this type of film moving
system is knoion as "rotary stabilizer" or
"kiiietic scanner." This type of film moving
system has been in operation several
years and no particular changes or improvement
have been made because this
lias proved very exceptional in performance.
If kept cleaned and correctly adjusted,
it will give practically trouble-free
operation for many years of continuous
service.
Elsewhere in this article we briefly dis-
BUY on Time!
PAY Out of Income!
*7aAe
youA. CUoioe:
2 Projectors (Super Simplex, Century C or
Motiograph
"AA").
2 Cabinet Pedestals with 100 Amp. Knife
Switches.
2 Arclamps (Peerless Magnarc, Strong Mogul
or Brenkert Enarc).
2 Rectifiers, 50 Amp. 220V.
2 Sets 18" Magazines (3000' Capacity).
2 Series II Coated Projection Lenses.
2 Rotary Stabilizer Soundheads (RCA, Simplex
or Motiograph).
1 25 Watt Output Sound-Film Amplifier.
1 2-Way Speaker System.
ALL IN EXCELLENT CONDITION
Only $2950
"TTie Dept. Store of the Motion Picture
Industry Since 2926"
S.O.S. CINEMA SUPPLY CORP.
Oept. C. 602 WEST 52 ST., N. Y. 19 Plaza 70440
CHANGEABLE LETTERS and
ATTRACTION BOARDS
Write for Literature and Prices
The Ballantyne co
1712 Jackson $. JAclson 4444 Omaha 2, Ncbr.

sometimes overheating of some component
in the amplifier. Therefore, top quaUty
sound reproduction, and practically
trouble-free operation, can be expected
only when the equipment is kept properly
serviced.
Please let me inject a feu' important
points about servicing sound equipments
before going into furtlier discussion on liow
to service amplifiers. The point we want to
bring out strongly is the importance of
maintaining sound systems in tip-top condition
and not try to do too much economizing
I "cutting corners"! which will
cause, in time, inferior sound reproduction.
Frankly, I am a nickel pinchcr, but if I
need repairs to keep a car in first-class
running condition, I do not hesitate to
spend. The same rule, in my opinion,
should apply to servicing and making repairs
(new parts replacement) when it is
necessary and not waiting until a part is almost
worn out, or some coviponent in the
aiiipUfier becomes defective.
OLD SYSTEMS LIMITED
In the early days of talking pictui-es,
there were distinct limitations that prevented
the sound system from fulfilling
many desirable sound reproductions of voice
and music. In other words, the range of
frequencies, both in recording and reproduction
in the theatre, were very limited
and, naturally, quality was unsatisfactory.
Moreover, volume (loudness) was limited
to prevent undesirable distortion due to
components and the limited frequency
range of the system. To be brief, from an
engineering standpoint, shall we say, the
old sound systems were termed "restrictedrange
sound systems."
Today, the modern sound system, if correctly
adjusted and installed, is capable
of bringing out inflections and qualities of
the human voice with complete "naturalness"
in reproduction never before achieved
in an old system, even with modification of
the circuits and added speakers. Also, fine
reproduction of music makes one feel he is
listening to a "live" orchestra or vocal
group.
ROUTINE MAINTENANCE A 'MUST'
SUPER MODEL BP-2
W'fl iind dry pick-up and
blowing. Iniernid filler.
Cap,icity IV2 bu.
SUPER
MODEL RS-1
Really rufiged — wet
and dry pick-up and
blowing. Filler bag
carried on transport
handle. Capacity
I'/i bu.
But we want to emphasize the importance
of routine maintenance of even
modern sound equipment. It is absolutely
necessary in order to keep the equipment
in tip-top condition. One should thoroughly
learn how to keep the equipment
functioning so it will deliver high quality
sound. In these articles we shall endeavor
to tell you how to do this. Even if you have
regular sound service, you should know howto
do many adjustments and make parts
replacement when necessai^y. If you don't
have regular checkup service, you will find
the data helpful in doing your own servicing,
even with a limited amount of test
equipment.
We think you should know that a further
requirement of any modern theatre
sound system is that there be no nonlinear
distortion, whicli distortion is evi-
Motor, fan and (liter
assembly readil\' removed
and mounted on
5 5 gal. sieel drum.
Special adaptor covers
available at small cost.
For all floor
surfaces. 4
sizes.
• ••••'
Qons\s,\en\
Maximum
Light
Greater
Economy
af
SUPER
Is
IN
The Word
FOR THE NEWEST
SUCTION CLEANING
Not even the new cars
have more unique, advanced
feature.s than the
1958 Super suction
cleaners. Here is faster,
better, easier cleaning at
lower labor and upkeep
cost.
• Our own make custom built
motor maintains continuous full
rated HP on the job* Coolest running
in the industry • Bigger measure of corrosion,
rust and wear protection in every part • Self cleaning
filter • Exclusive Super assembly of container and
base eliminates bolt holes in container • Wrap around
rubber bumper • Push button hose connection
• Center float control for wet pick-up, positive,
mechanical—will not stick • Internal bafFle
precipitates dust, keeps filter clean, prevents
excessive sudsing in wet pick-up.
See, try, the quiet, rugged Supers before
you buy— 8 models meeting every budget
and job requirement. There is a
Super dealer near you. Write for
catalog.
"(Puce. M^ £>«*
SUP£R SUCTIONL
5%-"
SERVICE
'P(no€r Suction G^ennen* • Qua&Xif T

SOUND TROUBLE EASILY CORRECTED
Continued from preceding page
denced by the introduction of components
that are not present in the oriKinal sound.
To state this more clearly, there must be a
linear relationship between the amplitude
of the input and that of the output in all
parts of
the sound system.
In the modern theatre amplifier, careful
consideration has been siven to the power
output, and distortion, so that there is ample
power, without audible distortion, to fit
any size auditorium. Due to research and
considerable amount of work by ensineering
staffs, it is possible to set the amplifier
requirements rather definitely — power,
gain, frequency response, etc. This makes
it possible to install equipment which will
reproduce very high quality sound in any
auditorium.
CAUSES OF HUM
Before we proceed further in the discussion
of some other very important aspects
to be considered when servicing various
sound systems, let us talk about things
which will cause hum in the sound system.
We do know, of course, filter condensers,
chokes, transformers and rectifier tubes
are some of the simple causes to be first
checked, but often we have found some
rare cases of "loop grounds" which .set up
considerable hum in the system, very hard
to track down. Moreover, we want to
emphasize the importance of properly
grounding the system, etc.
In a number of instances we have found
that the AC power supply can be the source
of a bad hum. and in some cases rather difficult
to clear up. This condition usually
comes about in old theatres where there
have been changes in. or additions to. the
original wiring; or where the wiring has
deteriorated so that there are multiple
grounds, the condition resulting, of course,
is a multitude of loop grounds. The only
answer to this problem is to wire in a complete
new circuit to the sound system from
the power supply furnished to the theatre.
As a matter of fact, if the wiring is old, we
strongly recommend a new wiring job for
the sound system to avoid future headaches.
In cases where the wiring is good and the
power supply is well filtered, one should
not have any audible hum. unless a loop
ground suddenly develops, or one of the
components in the power supply becomes
defective. Most modern sound systems
have a well-filtered power supply for the
exciter lamps, using only filtered AC supply
in case of emergency. In other words,
modern theatre sound systems now use DC
power supply for exciter lamps and only AC
changeover in case of IX; failure.
In most instances, if hum develops in the
exciter lamp .supply, firet check the rectifier
tube via meter or tube checker; next,
check the electrolytic condensers and replace
if necessary. You will find these two
items, particularly if the hum is traced to
the power supply, are causing your trouble.
They can easily and quickly be replaced,
provided ,vou keep a .spare set of capacitors
and rectifier tubes on hand.
We would also like to pass this suggestion
along in cases where the system has developed
hum: Make adequate tests to determine,
if not in the exciter lamp supply,
at what stage in the sound system
i
amplifiers)
the hum enters. We find, using a set
of headphones is the best procedure for
checking each stage. Now, knowing the
point of entry, will eliminate any stages beyond
that point. This is a very simple but
effective method for checking hum and distortion.
Use only a very high quality headset
which will draw practically no current.
Briefly we would like to point out that
hum in stereosound systems can often be
traced to the power supply unit in one of
the amplifiers, or power supply furnished
for the pre-amplifiers. Again, the best procedure
is to track it down with a headset.
Once you pin-point the trouble, the quicker
you can generally eliminate it.
SHOULD CHECK GROUND WIRE
Another thing to carefully check is the
grounding of the magnetic pickup head.
The ground wire provides a low resistance
circuit to each of the four heads in the
cluster. We have known, and personally
found, this wire to be broken where it
comes through the plastic or even within
the plastic block. The cure is replacement
of this component, but be sure to check
carefully before making replacement as
there are other places which will cause
hum and you might think it comes from
here.
Sometimes hum is picked up from a hum
field or as a hum voltage due to a loop
ground. Now this takes a little time, some
ingenuity and logic, to locate and eliminate,
in rare cases. Generally, hum will
not develop if the system is properly
grounded and correctly shielded, but despite
all these precautions, we have been
called upon to locate hum trouble which
suddenly developed out of the clear sky.
Other causes of hum are changeover devices,
framing lights, arc generator, rectifiers,
defective rectifier in changeover cabinet,
defective wire supplying power to the
equipment, etc. If AC is supplied to the
changeover cabinet, try disconnecting it
fii-st, then check the circuit and ground
wires, etc. Be sure no loop ground is present,
of course. We could go on and on
naming things that will cause hum in stereo.sound
or optical sound systems, but we
think this listing should prove most helpful,
and covers the ones most prevalent in
the field.
We have discussed the subject of hum in
sound systems because we have received so
many letters, and have been called to clear
up hum in the field. We have listed most
all the common causes of hum trouble and
one should be able, from the information
presented, to track down and cure most
hum trouble by carefully following the suggestions
given above.
VARIOUS STAGES OF AMPLIFICATION
The modern amplifier consists of a number
of stages of amplification. Each stage
has a particular function and special arrangement
of circuit and components to
meet the requirements of the system. The
combination of all these stages, the values,
circuit arrangement, etc., all add up to la)
Overall gain of the amplifier; ibi Frequency
response; (c) quality of sound reproduction,
and (d) distortion elimination.
(In a well designed amplifier, distortion is
inaudible.)
When checking amplifier, while it is
turned on, use extreme caution on account
of high voltages at various points, particularly
at the power supply. If you are
checking the connections for a defective
connection, again be cautious and use an
orange stick for probing for loose connection.
If you check voltages, in some
cases the manufacturer recommends using
1,000 ohms/voltmeter and in late equipment,
use only a 20,000 ohms/volt multimeter.
You will then obtain accurate readings
and not damage the circuit. F^-ankly,
to correctly measure, let us say grid voltage,
use a 20,000 ohms/voltmeter or a high
quality vacuum tube volt-ohm milliammeter.
For the projectionist, we suggest
using the 20,000 ohm/volt multimeter for
checking voltages, resistance, etc.
One should carefully check all
the vacuum
tubes at least every two months, even
though the amplifier may be equipped with
1
YOU CAN BE SURE IF ITS
AT ALL THEATRE
SUPPLY DEALERS
THE GREATEST NAME
IN FILM CEMENT
i
UNION
MADE
FISHER MANUFACTURING CO.
Registered U.S. Patent Office
1185 1>5 mt. MT. rea READ BLVD., ROCHESTER 5, N. Y.
UNION
MADE
46 The MODERN THEATRE SECTION

a test meter. There are not so many tubes
when using optical sound, but there are
many important vacuum tubes in a stereosound
equipment. All push-pull stages
should be checked and the tubes matched.
When you have removed the tubes, be sure
to clean the prongs and sockets and make
sure the tubes fit snugly so that they will
make good electrical contact: a loose fitting
tube can cause trouble and noise.
At least once a week, carefully brush, using
a medium-size, stiff-bristle paint brush,
all the dust and carbon soot off the wiring
and the components. Don't go about this
too roughly as you might break a connection
or disturb position of some component.
If carbon dust collects on the wiring
and components, it will undoubtly cause
trouble, sooner or later; sometimes accumulation
of dirt and carbon dust have caused
"shorts," and if let get into the volume
controls, you will really have trouble. No
matter how well- ventilated the projection
lamphouses may be. some carbon dust always
gets into the projection room and into
the equipment. Therefore, trouble can be
avoided by occasional cleaning of the equipment,
including the projector mechanism.
Remember, poorly soldered connections at
resistors, capacitors, output and power
transformers, and particularly loose connections
at each pin on sockets, are a few
of the most frequent causes of noise, loss
of sound, low volume and distortion. Of
course, there are many other places in the
sound system which will cause noise, low
volume and distortion, but these are the
most obvious things to look into for clearing
trouble. A good headset is most excellent
for checking each amplifier stage for
loss of volume, hum. noise and distortion.
In another article we will tell you how to
track down trouble with a multimeter and
headphones.
MICRONIC LIGHT CONTROL
Continued from page 39
order that it may be swung to the right
exposing the image screen. If the image
of the light source moves a minute distance
either side of the indicator line on
the screen an immediate change in the
electric current which operates the analyser
occurs. For instance, if the image
lags to the left of the indicator line, no
matter how slight a distance, the current
is decreased rapidly, opening the analyser
contacts which in turn open the contacts
of the actuator unit which result in a
speeding up of the control motor which
moves the light source toward the reflector.
These slight distances are a matter of
thousandths of an inch. Since the control
motor is at all times moving the positive
carbon forward, the periods of speeding up
or slowing down of the motor are short;
therefore do not have a cycling effect which
might make a noticeable change in screen
light or color.
Conversely any attempt of the detector
screen image to crawl ahead of the line is
immediately counteracted by the closing of
the analyser contacts, decreasing the motor
speed. In this manner the image cannot
move away from tlio line; since the image
is six times the size of the light .source the
latter is maintained within a very few
thousandths of its correct position. On the
front plate of the detector and analyser
unit is a signal lamp which indicates, when
lighted, tlie periods of increasing motor
speed. When not increasing the motor
speed there will always be one-half-second
flashes every 7 ',2 seconds. Motor speed-up
periods may be up to five seconds or longer
depending upon the requirements of the
arc.
This unit, which needs no observation by
the projectionist, is located on the left side
of the lamphouse at the rear. It contains
the small fullwave diode rectifier which is
connected to 115V AC and has an output
voltage of 6V DC for the operation of the
various units requiring that voltage. The
timing device which detects any required
light source position changes every 71/2
seconds, and is operated by a Telechron
motor, is also mounted in this case as is
the small relay which alters the control
motor speed. This relay is operated by the
opening or closing of the analyser contacts.
The negative carbon used in the Super
Cinex lamp has a normal burning rate of
2! 8 inches per hour; its forward motion is
uniform. So slow is its burning rate that
only two oscillations per minute of the
Micronic control unit partly open, showing detector
screen.
feeding clutch are required.
Since the rate
of consumption is uniform the most dependable
source of power is a small synchronous
motor operating on 115V AC current.
The oscillation of the clutch is performed
by the rotation of two, ball-bearingmounted
rollers mounted on a short bar
which is rotated by the motor shaft. The
movement of the clutch arm is adjustable,
the adjusting screw and knob direction being
indicated by an "Increase Feed" arrow.
The normal throw of the arm is only .240
inch.
Since some of the components of the Micronic
control are operated by alternating
current, such as the timer—small rectifier
and negative feed motor, when the burning
of the arc is not required the.se units are
automatically disconnected by meaas of a
IX; relay, connected across the arc DC
terminals. This relay can be operated on
any DC power supply up to 130 volts.
In the small disconnect box, which is
usually mounted on the left hand side of
tlic projector base, is also the unit fu.se and
a switch which connects the automatic control
or, in its "off" position, allows the lamp
to be operated in the normal "manually adjustable"
position.
of Consistent Quality
and Outstanding Service
For Every Theatre Need!
NATIONAL THEATRE SUPPLY COMPANY
BRANCHES COAST-TO-COAST
^SPECIAL PURCHASEr
RCA MI-9030 SOUNDHEADS
$550 Pr.
BRENKERT BX-80 HEADS
BRENKERT ENARC LAMPS
BRENKERT
SUPER-SIMPLEX
STANDS
$450 Pr.
$350 Pr.
$195 Pr.
MECHANISMS
$425 Pr.
RCA PG-230 SOUND SYSTEM
$1,125.00
These Are Government Surplus
Most Are Brand New
Others Same As New
Sound Screens, New and Used
Lenses at Rock-Bottom Prices:
Write us your requirements
* sr/iR cmm supply co.
621 W. 55th Street, New York 19, N. Y.
"PHILLIPS'
Arc Lamp Carbon Savers
Theotres-Drive-ln Theatres
WORLD'S— First in Quality
Used by Thousands of Theatres
ASK YOUR THEATRE SUPPLY DEALER
BOXOFFICE May 5, 1958 47

.
BT
EQUIPMENT Sr
DEVELOPMENTS
Power Machine Picks Up, Shreds P-1708
All Kinds of Drive-ln Trash
FOR MORE
INFORMATION
Four-Flavor Drink Dispenser
For Patron Self-Servicc
P-1711
USE Convenient
Readers' Bureau Coupons
The Tarco Litter-Shark, a two-wheeled.
gasoline motor-operated pickup machine,
is being introduced to drive-in theatre operators
by the Tarrant Manufacturing Co.
as a fast, efficient way for one man to perform
daily clean-up chores. The Litter-
Shark, equipped with a large, rack-supported,
cloth litter bag. will pick up such
varied items as paper cups and plates, serving
boxes, ticket stubs, programs, popcorn
boxes, milk cartons, straws, cigarets. newspapers,
and even cans. Since this litter is
collected in the bag. there is no chance for
it to be scattered by wind, and is easily
disposed of for quick burning in the drivein
incinerator. The Litter-Shark, equipped
with 30-inch wide suction snout of all
welded steel, operates on ten-inch rubbertired
wheels, moving as rapidly as the operator
can walk over ramps, drives, paths,
sidewalks, along gutters and across lawn
areas. The four-cycle, 2'/2 h.p. engine is
air-cooled, equipped with recoil starter,
hand throttle and low tone muffler.
Sturdy Quarter Midget Racer
With Roller Chain Drive
As quarter midget race tracks are
P-1709
being
installed at drive-in theatres in all parts
of the country, the Rocket Manufacturing
Co. has placed the Rassey Rocket in full
scale production. The Rocket, for drivers
48
from the ages of 5-15, features special worm
gear steering mounted in true center steering
fashion, tubular steel frame construction.
51-inch wheelbase and realistic styling
in every detail. The steering is adjustable
to maintain minimum backlash, the
height of the steering
wheel adjustable to
suit each driver. Power is supplied by a
Continental Red Seal 3 h.p. four-cycle, reduction
type engine in the tail of the car.
The racer has roller chain drive from engine
to axle, front and rear bumpers, pneumatic
tires and foot-operated brakes. The
entire cockpit is upholstered in the customer's
choice of red, blue, black or white,
with aircraft type safety belt. Exterior
colors also are available to order.
Pattern Added to Dinnerware
Used as Business Builder
Dwarf Pink Pine has been added to
P-1710
the
line of more than a dozen dinnerware patterns
which De Luxe Theatre Pi-emiums
makes available to theatres needing a promotion
plan that will re-establish regular
theatregoing habits among women patrons.
The sets, including the Dwarf Pink Pine
pattern, come in 50 to 76 pieces, making
possible the giving away of one dish a week
through a 50-week promotion or two giveaway
nights a week for a 25-week period.
The dinnerware giveaway is said to be especially
efficient as a plan for building a
theatre's weakest night into its strongest
night each week. Media aids for promoting
such an attendance-building plan may also
be arranged for through De Luxe, such aids
including circulars, trailers, display cases,
mats and cuts. Operation of regional offices
by the firm enable it to supply
promptly theatres in all parts of the
country.
Claims made for products described editorially
on this and other pages ore taken from the
manufacturers' statements.
A 1,000-cup capacity, four-flavor, cold
drink dispenser featuring a dial-a-size cup
unit capable of handling 7I4. nine and tenounce
paper cups, has been placed in production
by Lyon Industries, Inc. Pour fivegallon
syrup tanks have a combined drink
capacity of 2.400 accurately measured
drinks and carbonation may be regulated
to any desired percentage on three of the
flavors. Each of the four syrup pumps is
operated by an individual motor. All drinks
are served pleasingly cold; a Tecumseh Vb
h.p. unit, coupled with a Lyon exclusive
ice bank reserve system controlling the cold
temperature, holds the top temperature to
40°. The dispenser is easily serviced, the
front swinging open on piano-type hinges
and all operating parts are designed for
easy removal and replacement. Colors are
Coca-Cola red, Pepsi-Cola blue and hammertone
green, with special colors on arrangement.
Automatic Popcorn Machine
Can Vend to Sidewalk Traffic
P-1712
An automatic popcorn vendor which can
double sales volume by being rolled outside
a theatre to take advantage of sidewalk
traffic has been developed by Popcorn,
Inc. The Automatic Popcorn Concession,
cased in a brilliant golden and
white cabinet that makes popcorn more
inviting, rolls easily for stationing where
traffic is heaviest. Although easily maneuverable
to capitalize on different traffic
situations, the vendor has a capacity of
The MODERN THEATRE SECTION

200 24-ounce popcorn cups and a popped
corn capacity of 250 cups. A positive thermostat
control keeps the popcorn and cups
hot,
^.^'VOPCORM
yet the machine has only two moving
parts, indicating years of troublefree service.
Visible through a glass panel, the hot
popcorn itself is a powerful sales stimulus.
An added sales aid is a two-color flasher
sign, "Fresh 'n Hot Popcorn." on top of
the case.
Bulk Syrup Drink Dispenser
With High Profit Margin
P-1713
An electrically refrigerated, self-contained
dispenser of four bulk syrup flavors
said to yield 70 to 250 per cent profits on
cold drinks has been developed by Triple
"AAA" Co. for theatres with a steady flow
of concessions business. The profit percentage
depends on the size of the serving
and the amount charged per drink—five or
ten cents, but the refrigerating system also
contributes to the operating profits by
saving 75 cents to $3.25 a day on ice bills.
Pour one-gallon syrup jugs, inserted upside
down into syrup wells, create an effective
point of purchase visual display
across the top of the stainless steel cabinet
and provide the attendant with a continuous
means of checking the syrup supply in
each well. The four flavors can be dispensed
in any desired combination from the
quartet of continuous flow, mixing type
faucets.
Prefabricated Golf Courses
For Building Airer Income
P-1714
Two prefabricated miniature golf courses
have been developed for building drive-in
theatre patronage and income by Taylor
Bros., designers and builders of commercial
courses for two decades. One is an inexpensive
nine or 18-hole course for installation
inside a drive-in. designed to interest
both children and adults and for use free
by patrons before show time. The second
course is a de luxe layouo for operation outside
the drive-in as a big grosser in its
own right. The 18-hole courses cover a
minimum area of 12,500 square feet. Each
hole has a cleverly designed obstacle representing
a challenge to a skilled golfer as
well as to children and adult novices. The
prefabricated course is delivered within two
weeks, Taylor Bros, staking out the course
for the theatre. They advise the operator,
too, on suitability of location for the course,
adaptability of terrain, parking facilities,
ways to attract the public and keep it coming
back, as well as ways to keep installation
and maintenance costs to a minimum.
stein, Inc., exclusive worldwide distributor.
Automatic clutch permits hand starting,
allows the car to be stopped without hav-
&j.»*A

fT
POWERFUL NEW PLUNGER CLEARS
CLOGGED TOILETS
in a Jiffy i
Clear Messy, StufFed
Toilets
Cut Maintenance Costs with
TOILAFLEX'
Toilet (wTweLTl plunger
Ordinary plungers just don't seat properly.
They permit compressed air and water to
splash back. Thus you not only have a
mess, but you lose the very pressure you
need to clear the obstruction.
With "Toilaflex," expressly designed for
toilets, no air or water can escape. The
full pressure plows through the clogging
mass and swishes it down. Can't miss!
• Double-size cup, double-pressure
• Tapered tail gives air-tight fit
• Designed to flex at any angle
• Centers Itself, can't skid around
Get a "TOILAFLEX" lor your home loo.
Positive insurance e£ainst stuffed toilet.
$065 fully
guan guaranteed
^m
Order from your Supplier of
Hardware or Janitor Supplies
THE STEVENS-BURT CO.
NEW BRUNSWICK, N. J.
Division of The Water Master Co.
For
YOUR
BOXOFFICE
Engraved b y
our exclusive

i
or
'
,
I
FOR MORE INFORMATION
USE THE FREE RETURN CARD
The postcard at the bottom of this page is designed to help you get more informa-
I tion on products and services advertised in this issue of The Modern Theatre Section,
listed in the "New Equipment and Development" and "Literature" departments.
An alphabetical Index of Advertisers appears below; on the bock of this cord is a
Condensed Index of Products, in both, FIGURES in the Key Number shown for each
advertiser indicate the page on which the firm's advertisement appears. The postcard
below carries numbers corresponding to the page numbers—with letters added.
Circle the Whole Key Number, including the letter, corresponding to the page numbers
! lof the advertisements on which you want more information. Then: Fill in your name,
address, etc., in the space provided, tear out card and mail. For more information
on listings in "New Equipment and Developments" and "Literature" departments,
I
circle number corresponding to Key Numbers published with each item below.
ND BUSINE SS-BUILDING
n and Fun in Sputnuck
^aths of Glory
Opening
ALPHABETICAL INDEX OF
American Trampoline Co 34b
C. S. Ashcraft Mfg. Co 31a
Bollontyne Co
33a, 44c
Samuel Bert Mfg. Co
23c
Cali Products Co 44a
Canada Dry Corp
8a, 9a
Corbonic Dispenser 18a
Costlebarry's Food Co 2ia
A. DolkinCo 22a
Del! Food Specialties, Inc .23a
Diamond Carbons
45b
Drive-ln Thea. Mfg. Co 38b
Dura Engraving Corp 50b
EPRAD
37o
Fisher Mfg. Co
46a
Game-Time, Inc
50c
Gravely Tractors, Inc 34a
Henry Heide, Inc 23b
Heywood-Wokefield Co .25a, 26a
Hollywood Brands, Inc .27a
Hurty-Peck & Co
27b
Inernotionol Projector Corp 35a
King Amusement Co 34d
Kollmorgen Optical Co 39a
LaVezzi Machine Works 43o
PLEASE PRINT
Nome
Position
Theofre or Circuit..
Street
No
ADVERTISERS' KEY NUMBERS
Liberty Display Fireworks Co 50d
Lily-Tulip Cup Corp 19a
National Carbon Co 5a
National Excelite 3a
National Super Service Co 45a
National Theatre Supply 47a
Original Crispy Pizza Crust Co 15a
Pepsi-Cola Co
1 2a, 1 3a
Phillips Electro Extensions 47c
Pic Corporation 36a
PowerCor Co
38a
Scotsman-Queens Products, Inc 17a
C. F. Simonin's Sons, Inc Ho
Smithfield Ham & Products Co 18b
S.O.S. Cinema Supply Corp
Soundcrafters of Scranton
44b
34c
Speed Scoop 24b
Star Cinema Supply Co
47b
Stevens-Burt Co 50a
Strong Electric Corp 41a, 43b
Supurdisplay, Inc .20a
Superior Refrigerofor Mfg. Co .24c
Toastmosfer Products Div .21a
Wagner Sign Service 2a
No
Poctaje Stamp
Necessary
L If Mailed In the
k United States
the top of
., assured
le county,
the openi
Sputnik
Dft by the
L. King,
were tied
ctions atn
on their
iisic
;nger and
;le carried
(and one
ten in a
erald
playise
of the
10 Satur-
retal
misrroup
of
to reach
County
lorts the
it a flaw
when it
hanging
lOVfE GOEIS!
CGOOD TIME.
SMART, AND
)UR FRtENOS!•(
PRE SHOW
U%
/ OMLl OMU;
-c4-tn _,4-tn to^iN
;, ' - - ,«i* ^
. _ _^!^^^ * "*» "iJ*
On Thur.sday following the launching
the Wise County Messenger reported: "No
word has been received from anyone having
found either of the 'Sputnuck' balloons.
Whether they are en route to Moscow, the
Philippines or Alaska remains unknown so
far."
Interest in the Sputnuck was heightened
by prizes, six in all, by three stores and
the theatre. The stores offered a platform
rocker, an outdoor barbecue grill and $15
worth of groceries to the persons guessing
nearest to distance, direction and length
of time of flight.
The launching and prize offering were
publicized via screen trailer, lobby displays,
newspaper ads and 1,000 "Official Flight
Plan for Sputnuck" heralds. The heralds
and ads contained coupons for wTiting
guesses on distance, place of landing, etc.
The filled-out blanks were deposited at one
of the stores offering prizes.
King reports the Sputnuck idea can be
used by any exhibitor on most any picture.
He didn't use radio in the promotion because
Decatur has no station, but he comments
this is a top medium for such a
stiuit.
Two Belles in Buckboord
On Streets for 'Raintree'
M. A. Elklns, manager of the Colbert
Theatre in Florence. Ala., who twice has
been awarded BOXOFFICE Showmandiser
Citations for the excellence of his theatre
displays, borrowed a horse from one of his
patrons and a buckboard from another,
outfitted two usherettes in costume proper
to the period and had an outstanding
ballyhoo for "Raintree County." The local
Muscle Morning Sun published two photos
of the unusual getup.
City
..Stote..
BUSINESS REPLY CARD
First Closs Permit No. 874 - Section 34.9 PL&R - Koruos City, Mo.
MODERN THEATRE Section of BOXOFFICE
825 Van Brunt Blvd.
'''°'^' Mo^'Tsf °""- KANSAS CITY 24, MO.
lOSE OLD UNUSED
00 MIGHT WANT!
in Toledo,
ery Friday
ipaper ads
ced above.
Ebony Feature on 'Blues'
"St. Louis Blues." Paramounts film biography
of the late W. C. Handy, receives
major attention in the May issue of Ebony
magazine. Fifteen stills from the picture
in which Nat King Cole plays Handy are
included in the multi-page feature.
1

!
CONDENSED INDEX OF PRODUCTS
POWERFUL NEW PLUNGER CLEARS
CLOCCED TOILETS
in
a jiffy
LlLYpanslor
sent
M
terrilor
with Li
York ()
cti'iil of
eluded
west CO
plant a
of its
man,
w
p
ficiate
6. The
produci
ADMISSION SIGNS
Kty
Number
Dura Engravlno Corp. ..... .50b
ATTRACTION BOARDS AND
LETFERS
. . . 2a
Balhntynt Co 44t
Wao"er Sign Scrvic* Ca .
BARBECUED
MEATS
Ca!tltb«rry's rood Co 24a
Smilhfield Ham & Products
Co.. Inc 18b
BUTTER
MAT
Supurdlsplay, Inc 20a
CANDY
Henry Heide. Inc 23b
Hollywood Brands, Inc 27a
CARBON
SAVERS
Cali Products Co 44a
Phillips Electro Extensions .... 47c
CONCESSIONS EQUIPMENT,
DRIVE-IN
Samuel Bert Mfo. Co 23c
Supurdisplay, Inc 20a
Toastmasler Products Di» 21a
Key
Number
Scotsman-Quecfl Products. Inc. 17a
Superior Refrigerator Mfg. Co. 24c
FILM
CEMENT
Fisher M(g. Co 46a
FIREWORKS
DISPLAY
Liberty Display Fireworks Co. 50d
FLOOR CLEANING MACHINES
National Super Service Co. ..45a
FOOD
SEASONINGS
Dell Foods Specialties Co. ..23a
GROUND MAINTENANCE
EQUIPMENT
ICE
Gravely Tractor, Inc 34a
MACHINE
Scotsman- Queen Products, Inc. 17a
KIDDIE RIDES FOR DRIVE-INS
Game-Time, Inc 50c
King Amusement Co 34d
PowerCar Co 38a
National
Excelite
Key
Number
Clear Messy, Stuffed
Toilets
Cut Maintenance Costs with
TOILAFLEX'
Toilet \^^i Plunger
Charii
CONCESSIONS FOODS
Castleherry's Food Co 24a
Original Crispy Pizza Crust Co. 15a
Smithfield Ham & Products
Co., Inc 18b
CUPS, PAPER
Lily-Tulip Cup Corp 19a
DRINKS,
SOFT
Canada Dry Corp 8a, 9a
Pepsi-Cola Co 12a, 13a
Ordinary plungers just don't seat properly.
They permit compressed air and water to
splash back. Thus you not only have a
mess, but you lose the very pressure you
need to clear the obstruction.
With "Toilaflex," expressly designed for
toilets, no air or water can escape. The
full pressure plows through the clogging
mass and swishes it down. Can't miss!
• Double-size cup, double-pressure
• Tapered tail gives air-tight fit
• Designed to flex at any angle
• Centers itself, can't skid around
Ge« a "TOILAFLEX" lor your home loo.
Positive insurance e£ainst sluffed toilet.
$065 fully
j^m guaranteed
adverti:
the ad\
rection
atre ses
ered by
gram.
CO,
Col.
Inc.
Hoy M(
of mar
membe:
chairmi
ment c
product
market;
fast, foi
DRINK VENDING MACHINES
Carbonic Dispenser, Inc 18a
A. Dalkin Co 22a
Order from your Supplier of
Hardware or Janitor Supplies
THE STEVENS-BURT CO.
NEW BRUNSWICK, N. J.
Division of The Wafer Masler Co.
With
than 5,
20-brar
chine i,
For
YOUR
BOXOFFICE
Engroved b y
our exclusive
process on lucite
to your
specifications.
LAMOLITE*
ILLUMINATED PRICE ADMISSION SIGNS
Our enlarged plant facilities assure
OVERNIGHT service from coast to coast.
Plastic Signs Engraved for the Entire Theotre
Send for Folder
*Pat pend
DURA ENGRAVING CORP.
LAMOLITE-BOWMAN DIVISION
133 West 20th Street New York 11, N. Y.
Co. to 1
years,
chine e
than t\
in the :
as in th
accordi
preside!
machin
N. J., p
100 per
with sa
ABC
new plE
from ii
away. 1
the 12.
story d;
50

Just
5
• 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
• SHOWMANDISING IDEAS
1
THE GUIDE TO i BETTER BOOKING AND B U S I N E S S - B U I L D I N G
1
^)
Here's Old-Time Stunt:
Mail Out Postcards
One little message on a two-penny postcard
speaks loudly if there are enough of
them. Stan Farnsworth, manager of Academy
Theatre in New Glasgow, N. S., sandwiches
in a few cards frequently among
the numerous duties of a theatre manager,
which he mails out to selected addresses.
The message:
"This is an invitation to get more out
of life by going to a movie. We have the
pleasure of extending to you this invitation
for two to attend the Academy Theatre.
Any matinee or evening show (except
Fotonite) up to and including (specific
date or anytime) . present this card
to the theatre doorman.
"You only live once so why not enjoy
it. Get the Moviegoing habit."
On the other side (the address side) are
these words: "Visit Our Candy Bar" and
"Odeon Presents the Best in Movie Entertainment."
Wrong Scene for Break;
No Hamburger Sales!
GKsrdon Spradley, manager of Wometco's
27th Avenue Drive-In in Miami, happily
counted admission noses as patrons flocked
in to view "I Was a Teenage Frankenstein."
Then he went out to check on the concession
business and got a shock—it had
dropped way down below average.
After considerable research, Spradley all
of a sudden got the message. Final scenes
of the picture showed arms and legs disappearing
down an alligator's gullet, while
blood trickled out the creature's mouth.
As this faded from the screen it was replaced
by an intermission trailer urging one
and all to "Try our delicious concession
snacks."
The unappetizing juxtaposition didn't
hardly sell no hamburgers at all, mourned
Spradley. He altered his program.
Huge 'Bridge' Contest
For its campaign on behalf of "The
Bridge on the River Kwai," the State Theatre
in Austin. Tex., conducted a model
bridge building contest. With the aid of
big space in the local press, the contest
was run off in three divisions, for elementary
and junior high students, for high
school students and for adults. The major
prize was a $50 bond, with a three-month
I>ass to the State as prize in each division.
High Promotion and Fun in
Launched for
A "Sputnuck" launching from the top of
Plaza Theatre at Decatur, Tex., assured
some fun for people all over the county,
and three weeks of publicity for the opening
of "Paths of Glory."
This takeoff on the Russian Sputnik
and the missiles sent soaring aloft by the
U. S. was engineered by Albert L. King.
Two six-foot weather balloons were tied
together, with a letter of instructions attached
offering $5 for information on their
descent, etc.
With tape-recorded march music playing,
hundreds watched the release of the
balloons from the Plaza roof at 10 Saturday
morning (April 12).
The local Wise County Messenger and
the Denton, Tex.. Record Chronicle carried
advance, current, etc., stories (and one
photo) on the Sputnuck, written In a
humerous vein. The Record-Herald reported
:
DECATUK—The intercontinental missile,
launched Saturday by a group of
Decatur businessmen, is expected to reach
either Moscow or Chico (a Wise County
town) by the end of the week.
Chief designer A. L. King reports the
"Sputnuck" was launched without a flaw
but tracking became difficult when it
went into orbit behind a low-hanging
cloud.
H*« II BMlia Of fUffi UIE IT UP . . WITH rOOII FEUW «0V1E OOEKS!
.'--.'VJ
'^8-^
Sputnuck
Paths of Glory' Opening
pHAVE A SWAPPING GOOD TIME.^
TRYING IKG TO OUrSHART. AND
BARTER EB WrTH YOUR fHIENOS!
(Ut. a »ov arrVH. »TI »»"
THIS IS VOUI orPODTUIIITV 10 XirtN UP" AMD TItlll THOSE OLD UNUSED
HEMS WTO PIOFIT 01 EXCHAHCE THEM FOI SOMETHJNC TOO HIOHT WAHT!
MIRACLE MILE DRIVE-IN Theatre
The Miracle Mile Drive-ln Theatre in Toledo,
Ohio, is promoting a Swop Shop every Friday
night at its theatre, using both newspaper ads
and handbills such as the one reproduced above.
On Thursday following the launching
the Wise County Messenger reported: "No
word has been received from anyone having
found either of the 'Sputnuck' balloons.
Whether they are en route to Moscow, the
Philippines or Ala.ska remains unknown so
far."
Interest in the Sputnuck was heightened
by prizes, six in all. by three stores and
the theatre. The stores offered a platform
rocker, an outdoor barbecue giull and $15
worth of groceries to the persons guessing
nearest to distance, direction and length
of time of flight.
The launching and prize offering were
publicized via screen trailer, lobby displays,
newspaper ads and 1,000 "Official Flight
Plan for Sputnuck" heralds. The heralds
and ads contained coupons for writing
guesses on distance, place of landing, etc.
The filled-out blanks were deposited at one
of the stores offering prizes.
King reports the Sputnuck idea can be
used by any exhibitor on most any picture.
He didn't use radio in the promotion because
Decatur has no station, but he comments
this is a top medium for such a
stunt.
Two Belles in Buckboord
On Streets for 'Raintree'
M. A. Elkins. manager of the Colbert
Theatre in norence, Ala., who twice has
been awarded BOXOFFTCE Showmandiser
Citations for the excellence of his theatre
displays, borrowed a horse from one of his
patrons and a buckboard from another,
outfitted two usherettes in costume proper
to the period and had an outstanding
ballyhoo for "Raintree County." The local
Muscle Morning Sun published two photos
of the unusual getup.
Ebony Feature on 'Blues'
"St. Louis Blues," Paramount's film biography
of the late W. C. Handy, receives
major attention in the May issue of Ebony
magazine. Fifteen stills from the picture
in which Nat King Cole plays Handy are
included in the multi-page feature.
BOXOFFICE Showmandiser May 5, 1958 — 103 — 1

Skindiver Girls Romance With Frogmen
In Tanks for Underwater Warrior'
Fine cooperation from a Navy school provided
an outstanding promotion for "Underwater
Warrior" at the Paramount Theatre
in Miami. Howard PettengUl, Florida
State Theatres ad-publicity man and his
aides, and Robert Kunce. Paramount manager,
and assistant Leo Hooper arranged
the stunt and got plenty of mileage from it.
SEND ITNDERWATER TEAM
Rrst contacts were made with the Navy's
recruiting station officers in Miami. As a
result, the Navy's underwater swimming
training school at Key West sent five "underwater
warriors" to Miami for the threeday
campaign, under the command of Lt.
Cmdr. Charles Hinman. The first event
was a swim up the Miami River by the
underwater men to the dock of the new Dur>ont
Tarleton Hotel, where they were welcomed
by city officials and presented the
keys to the city, with newspaper and TV
cameras covering the event, nares were
shot off and a demolition charge shot a
huge Jet of water 100 feet into the air.
The following day the group gave underwater
demonstrations at several of the big
swimming jwols for which the area is
noted and appeared on TV and at a club
luncheon demonstrating their equipment.
On the third day the men gave a twohour
show at the Seaquarium, inside the
large tank with sharks, porpoises and other
sea creatures, and in the smaller reef tank.
Two local girl skindivers assisted, doing
some romancing with the boys underwater.
VISIT HOTEL POOLS
The Navy men were guests at a Hmcheon
at the Yankee Clipper Hotel in Fort Lauderdale,
and later gave a demonstration In
the hotel swimming pool. This promotion
was handled by Hal Stanton, manager of
the Warner Theatre, who saw to it that
the show received excellent press and radio
coverage.
On the evening that the film opened at
the Paramoimt the Navy swimmers and the
girl skindivers performed in a 1,000 gallon
water tank in front of the theatre, loaned
by a local underwater sporta concern. The
swimmers amused their audiences with
such stunts as removing their air tanks
and drinking bottles of Coca-Cola, playing
cards and checkers and "romancing" with
the girls a la scenes from the picture. The
theatre lobby was packed the entire evening,
200 or 300 persons crowding around
the performing swimmers.
Color Contest Sells
Tennessee 'Yeller'
A coloring contest conducted through the
county grade schools around Manchester,
Tenn., brought in 1,500 entries and accounted
for four days of packed houses for
"Old Yeller" at the Lyric Theatre there,
managed by Clyde Jacobs jr.
Jacobs obtained permission from the superintendent
of county schools to conduct
the coloring contest. Each teacher in the
county was mailed a bulletin about the
showing of the film, giving a short summary,
playdates, admission price and starting
times, plus information about the coloring
contest. The bulletin ended with an
invitation to the teacher to attend the theatre
as guest of Jacobs.
Each school was given enough entry
blanks for each chUd to enter the contest.
As prizes, Jacobs promoted three craft
painting sets from a local variety store for
the three best entries. As a grand prize for
the best entry, the classmates of the winner
were guests of the theatre for the final
day matinee.
Total cost of the promotion, Jacobs said,
was less than $40, including entry forms,
newspaper and postage expense.
Balloons for 'Andrew'
As part of the New York promotion campaign
for "Merry Andrew," MGM hired an
eight-foot clowri to walk through the
Broadway area and distribute specially designed
"Merry Andrew" balloons during
all of Easter week.
Sponsored Kiddy Show
Shopping Day Feature
Merchants, banking officials and the
local newspaper in Jefferson, Ohio, alert
to the problem of keeping local residents
at home to shop, were quick to fall in with
the free Easter cartoon show for kiddies
proposed by Manager M. E. Ames of the
Ames Theatre, and all participants were
well pleased with the results.
The Jefferson Building & Loan Ass'n
sponsored the free show, consisting of nine
cartoons and two special attractions, a live
elephant named Burma and a circus clown
acquired at a nominal cost from the Mills
Bros. Circus, which wintered at Jefferson.
The show was held on Saturday afternoon,
March 29, and the building and loan
firm ran a 5-col, 17-inch ad to announce it.
The show was tied Ln with other local merchants
on the idea that if the kids attended
the theatre it would leave parents
free to shop and take advantage of the
spring value days sales which were being
conducted that Friday and Saturday. This
tie-in resulted in another 5-col, 15-inch ad
by the Jefferson Banking Co. on behalf of
the local merchants. The ad was headed;
"Spring Shopping Begins at Home . . . Jefferson
Has Everything . . . Jefferson Stores
Are Prepared to Supply the Needs of Your
Hey, KIDS!
TeQ Mother And Dad Now That You Want To Attend
The Gila Eaeter Cvtoon Pestiral At Th»
AMES THEATRE
Saturday Afternoon, March 29lh
FREE MOVIES
COME EAILY
"burmT
Cimfl Clown
_0l£ DOC KAMIT SEZ:-
NINE CARTOON SPECIALS
It Tta nn Jj< Tta
?!15?.'?!.Ji!*A'^ffA?.^9N
-REE PAIKINC IN JOFEBON-
'^f^
"• Jefferson Building *^ Loan Ass'n
FamUy Now," and included a bold face
type insert, "Don't Forget Free Cartoon
Festival for the Kiddies at Ames Theatres,
etc."
On P^iday, the day before the show, the
Jefferson Gazette ran a streamer head
across the top of the front page, reading:
"Kiddies! Free Movies at the Ames 2 p.m.
Saturday," then a story with a two-column
head, also on the front page. The day after
the show, the newspaper ran six-column
photos on the front page showing the clown
and the elephant in front of the theatre
surrounded by youngsters.
"Needless to say," Ames said, "the theatre
was jammed and the concession sales
were terrific."
i
i
— 104 BOXOFFICE Showmandiier May 5, 1958

Letters to 400 Teachers
Get 'Perri' Dates to Kids
The Port Wayne Drive-In on the southern
outskirts of the Indiana city of that
name is being established right in the
front rank of community activities under
the management of Glen Allen.
Allen's promotions frequently have a
broad community impact: for example, his
campaign for "The Story of Perri." He
had neatly printed notes mailed to more
than 400 grade school teachers in the
Fort Wayne area, outlining the story briefly,
asking the teachers to mention the
playdates to their classes and inviting them
to see the film, using the printed letters
as passes.
Allen has obtained much coopei-ation
from the editor of the suburban newspaper,
the Waynedaler, so to show his appreciation
he recently began writing a weekly
column which the paper publishes under
Allen's name. It's subject matter is sports,
on which Allen is well informed, or other
matters he chooses.
For "Seven Brides for Seven Brothers,"
Allen promoted a convertible and drove
seven girls around the area with the sign
wording, "We Aie the Seven Brides for the
Seven Brothers."
'Snow White' Time Table
Gets Heralds in Schools
A good idea comes from Lou Hart at the
Auburn Theatre, Aubm-n, N. Y. When he
had the heralds on "Snow White and the
Seven Dwarfs" made up for distribution
in all local and county grade schools, he
incorporated the following copy:
"Dear Teacher:
"We have been besieged with questions
about the showing of this film from youngsters
and their parents. We shall be very
grateful if you will be kind enough to pass
on this information: (Then followed complete
show times for 'Snow White' during
the entire engagement.)"
In the upper lefthand corner was a bit
of copy reading: "Teachers may use this as
a Guest Ticket for admission to any performance."
Some 250 of these heralds were sent out
by the Board of Education.
No Stars? Local Drama Clubs Supply
18 for' 80 Days' Hollywood Premiere
Showmanship and ingenuity at Its best
flourished in Cuyahoga Palls, Ohio, for the
premiere of "Around the World in 80 Days"
at the State Theatre, de luxe unit of the
Washington circuit of Cleveland headed by
M. B. Horwitz. The campaign originated
and was executed jointly by Sanford Leavitt
and Lewis Horwitz of the Washington
circuit, in association with Ed Smart,
manager of the State Theatre.
They planned a Hollywood premiere for
the April 1 opening of the picture, but were
stymied, so they thought, by the total absence
of Hollywood stars. But not for long,
for the idea presented Itself to enlist the
aid of Little Theatre members, the Palls
Masquers, the Stow Players and the Hudson
Players—who were made up to look
like Hollywood stars.
On opening night, with kleig lights and
the usual Hollywood fanfare. 18 "Hollywood
stars" arrived in shiny new automobiles,
supplied by cooperating dealers. The
"stars" included David Niven, Marlene
Dietrich, Shirley MacLaine, Ronald Colman,
Prank Sinatra, Beatrice Lillie, Cantinflas,
Evelyn Keyes, Joe E. Brown, Edward
R. Murrow, John Carradine, Buster Keaton,
Martha Raye, Clara Bow, Edmund
Lowe and Charlotte Greenwood!
ATTIRE FROM LOCAL SHOPS
The stars were dressed in proper style
through participation of local specialty
shops who supplied the dresses, furs, jewelry
and other accessories. All received ad
credits. Just as a real de luxe premiere,
"the stars" were interviewed as they arrived
at the theatre, signed autographs for
high school students and were deluged
with flowers, courtesy of local florists.
The Palls News devoted most of its
March 27 edition to stories about "Around
the World in 80 Days," stories about the
"stars" headed Life With Louella, and
merchant cooperative ads. Almost the entire
front page of the second section was
given over to a paid theatre ad. half of
which was devoted to the famous balloon.
Co-op ads completed the page. In fact,
the entire edition carried 31 cooperative
ads beside two feature stories.
Several of the co-op advertisers went so
far as to offer free tickets to see "Around
the World." One, Jean Frocks, pasted ten
names in the store window on April 1,
opening day. Persons whose names appeared
were lucky winners. No one was
notified. It was necessary to look Into the
store window to identify the name. A food
chain introduced a new store by offering
free tickets to the show to a family presenting
cash register receipts for $60 worth
of merchandise.
PICTURES ON FRONT PAGE
Front page of the April 3
edition of the
Palls News featured photos of the "stars"
who participated in the premiere, all wellknown
citizens of the area.
In addition, the Akron Beacon Journal
carried a story with art on March 23 and
the Youngstown Vindicator gave it space
on March 30.
For the theatre, Leavitt built a big balloon,
complete with hanging basket, and
suspended It In a strategic place in the
lobby.
Promotes 'Sing Boy* Albums
Allan Heatley, manager of the Avon Theatre
In Watertown, N. Y., promoted five
albums for prizes in a mystery voice identification
contest on the local radio station
in behalf of "Sing Boy Sing."
o
Fisticuff Experts Boost
Patronage for Fightcast
The Ftadio City Theatre in Minneapolis,
Mimi., borrowed an entire live discussion
panel from TV to swell theatre patronage
for the recent Robinson-Basilio fight
telecast, when it had WTCN-TV's "Ringside
Roundtable" panel of three local
fight experts on stage a half-hour before
the fightcast. The panel members discussed
the fight, analyzed it and predicted
the bout's outcome, then answered questions
from the audience.
The panel
appears on WTCN-TV after
the Wednesday night fights and has built
up a considerable TV following. Its appearance
at the theatre was well publicized
over TV and in the theatre ads.
BOXOFTICE Showmandiser : : May
A large window of the Jenkins Music Co., leading musical instrument, television, radio ond sheet
music store in Kansas City, was devoted to "St. Louis Blues," showing at the Paramount Theatre.
Manager Harold Lyons of the Paramount assisted In the arrangement.
5, 1958 — 105 —

,
"
Tested Promotions That Build Family Trade at Drive-ins
By PAUL. KRUEGER
We are a firm believer that drlve-in theatres
should be family theatres and we try
to make our theatres
family theatres, and
we do not cater to
the reputation that
some theatres have
that have been called
passion pits. W e
^ j
think it is very im- H. /
portant that every
drive-in operator, U
he wishes to continue
^^^^
in business, run his ^^^V/.
theatre as a family
theatre.
''»»'
^*e"
We have very elaborate playgrounds in
each of my theatres consisting of ferris
wheels, merry-go-rounds and all other
equipment that you might find in public
school playgrounds, and this is all free to
my p>atrons. We try to have special programs
that apE)eal to families and children.
We have amateur nights on our
playground sponsored by dancing schools
at which we give cash prizes and trophies
for the winners. We have dancing one
night put on by a radio announcer sponsored
by a merchant with no cost to the
theatre operator. We also have square
dancing also sponsored by a merchant for
one hour with no expense to the drive-in.
FAMILIES SPEND MOST
You must operate family theatres where
mom and dad with the children will want
to come, because again it is the family who
spends the largest amount of money at
your concession stand.
Now for some of the ideas that we have
used and that have been successful. We
always have a special Mothers Day program
whereby we give corsages to the mothers,
or orchids, which we are doing again this
The Author
Paul Krueger. co-owner of Wehrenberg
Theatres of St. Louis, delivered
the following address on "Promotions
That Paid Off at the Boxoffice" at
the ticket-selling forum held during
the Theatre Owners of America drivein
conventionette at San Francisco the
latter part of March.
year. We promote a giveaway for the oldest
mother and for the mother with the
most cliildren and for the mother who has
lived the closest to our theatre with the
largest family for the longest time.
We also observe Fathers Day on which
our fathers receive cigars and another promotional
deal similar to Mothers Day.
On the 4th of July we also have a promotional
deal of either fireworks or some
outstanding acts or entertainment for our
clients. We have also several group nights,
which operate similarly to each other, one
being license group night, and a bumper
strip night whereby we give membership
cards to all attending on license plate night
and on certain other nights. These license
plate numbers are posted in our concession
stands stating the owners who are entitled
to guest passes if the license number owner
is a member of the drive-in group.
We have also had car nights where you
have a dealer of a certain make display his
car in front of your theatre and award
passes to the drivers of that make of car
attending your theatre. With this same
gimmick we give the person who has the
oldest car a special prize on these nights.
When you have competition as we do, we
have promoted a merchant's deal in which
some 25 merchants participate. They, in
turn, print tickets good for my theatre for
drivers only, for which the merchant pays
half of the admission cost. We know it is
very seldom that anyone attends our theatres
by himself, so in turn we are receiving
additional admission from the passenger
who is with this driver.
For years, we have had Easter Sunrise ^,
Service at our theatres which, we think, is f
very important. We have broadcast by
radio from three of our drlve-lns every
Easter, this service being sponsored again
by some merchant, and we received numerous
suggestions and compliments for this
service to the shut-in people of our city.
CHURCH SERVICES LAST YEAR
Last season we had services every Sunday
morning, at one of our drive-ins, sponsored
by a church in the neighborhood of
the theatre, which is a very good way to
establish goodwill among your patrons and
make them realize you are trying to operate
your theatre for the family.
and one
We have made two firetrucks
train for our drive-ins. The firetrucks are
built on jeeps and our train engine is buUt
on a Fordson tractor with a coach that will
hold 32 children. These rides are used at
the drive-ins each night, and are booked
for school picnics and parades from May
15 until June 15 every day. This gives our
theatres much publicity and lets the children
ride on our equipment, which in turn
prompts them to ask father and mother
to take them out to our theatre to ride on
them again.
We are working on some new ideas and
some new rides for this year to try to con-
tinue to get mother and dad at our theatre
and operate the theatre where mother and
dad wiU want to bring their children. If
we all do this, I am sure we will not have
to worry about competition and will continue
with a nice business as we are now
doing.
These ideas, I am sure have been used
by some of you and they are definitely not
new, but they are very successful.
f
i
f
Says Most Businesses Allied in TV Battle
Motion picture theatres have an effective
ally in most fields of business in
their battle
with television, in the view of Emmett F.
Roche, Hart. Mich., exhibitor, who Is distributing
a pamphlet, "The Homesitter"
presenting his views to Chambers of Commerce,
service clubs, editors, merchants and
other groups.
"The whole story is to move people," he
points out. "The only effective advertising
Is the kind that gets people into your place
of business . . . Money spent to keep people
at home in front of a TV is
not going to
get them into anybody's place of business.
Sitting, they don't even create an appetite,
and the food business suffers."
Roche develops his thesis at length, with
a history of experience in the film business,
and contends that TV sponsors are "inviting
the public ... to sit themselves right
out of jobs." a point tieing in neatly with
the cun-ent recession.
"Don't let the FCC sell the free air to
anyone," he concludes, "to any broadcasting
group or groups for pay TV, whether
sports or entertainment programs. Keep
the airways free. You'll never get the free
airways back once they are sold. This will
Just add to homesitting."
All List First-Run Bills
The Toledo (Ohio) Theatre Managers
Ass'n downtown group, consisting of the
four first-run houses, decided It doesn't
hurt to help your opposition as long as it
is another film house. In the lobbies of
the Loew's Valentine, Paramount, Rivoli
and Princess, there are easy-to-read signs
announcing the attractions currently playing
in each of the other theatres. Toledo
is believed to be the first city in the U. S.
to adopt such a good neighbor policy.
lOG —
Pepsi Tieup on 'Andrew'
Is Called to Attention
The Pepsi-Cola national tieup on "Merry
Andrew" was called to the attention of
Schine circuit managers recently by Zone
Manager Lou Hart in a letter suggesting
that they take advantage of the promotion.
"One of the sequences in the picture,"
Hart's letter read, "has Danny Kaye giving
an oral plug for Pepsi-Cola In one of his
songs. You might lay out a co-op ad which
would feature Danny Kaye and carry copy
such as, 'Danny Kaye sings about Pepsi-
Cola in his newest and greatest musical
comedy adventure, etc'
The Schine circuit also suggested that
managers contact Pepsi-Cola on holding
after-school matinees for the kids, with
Pepsi to furnish the free drinks.
Victor Mature, Elaine Stewart and F^ith
Domergue are starred in United Artists'
"Escort West," off-beat western drama.
BOXOFFICE Showmandiaer May 5, 1958

J
')
Crescent Suggests
Some Bally Ideas
The Crescent Amusement Co. of Nashville,
Tenn., in launching its current Mr.
Showman campaign for circuit managers
came up with a number of ballyhoo suggestions
in its "She' Stuff" House organ.
The ideas follow:
Set a bench or chair in front of the
theatre with a sign reading, "I'm waiting
for (name of attraction) starting at this
theatre (date)." Get an attractive girl to
sit on the bench.
In any idle store window whiten the
windows on the inside, leaving peepholes
at eye level. Use curiosity-teasing lines,
such as "Warning! Don't Look in This
Window!" "Remember What Curiosity
Did!" "Not to Be Read by Inquisitive
People" or "Men Only," any catchline designed
to whet curiosity. Inside the window
place an attractive display or, if the
window is in a choice location, have a
pretty girl changing title cards of aU pictures
for the week. Be sure to use correct
playdates with each attraction. For
the theatre lobby, place a mirror in back of
a piece of beaver board with a peephole
cut into the board and lettering, "For Good
Looking Ladies Only," then print on the
mirror the coming attraction. For another
window display, have two girls in
bathing suits or other brief costume playing
checkers or other games. Have a sign
in the window reading, "The Loser Buys the
Tickets to See (attraction)."
Using either a live donkey or a cutout,
have a sign made to hang over the animal
with copy, "I'm the only one in town that
doesn't want to see (attraction) and you
know what I am."
Have a dart game in your lobby. Use a
cutout of a coming attraction. Place small
stars beside the names of the cast. Invite
people to throw a dart at the board. If they
hit one of the small stars on the board they
receive a free pass.
TV Promotion Is Slated
For 'The Lineup' Film
Columbia Pictures, CBS network and
Young & Rubicam ad agency have worked
out a TV plug promotion for "The Lineup,"
upcoming Columbia theatrical release, to
follow the TV Lineup show on the alternate
weeks when Proctor & Gamble sponsors
the show.
The plugs for the motion picture wiU
take the form of ten-second film clips added
to the end of the TV show. The CBS
program promotion department has asked
its affiliates who use the Lineup show to
work out tie-ins with exhibitors, involving
the stations plugging the local playdate
in return for lobby displays boosting
the TV show.
James E. LeweUen, manager of the Rialto,
a Trans-Texas Theatre in Dallas, displayed
a new Triumph motorcycle at the
boxoffice during the run of "Motorcycle
Gang" and "Sorority Girl."
"Rgn (Ulmt. Hud Dwp'
It a motioa plclur
fulhhiUyuuJ hiUy nuds
tram • b«M wllcr. Book-
•etlara UU na that
tit Uw p«op1o who bought
Uia book wera women.
Why? W«a it aacmt that
ygagirlaaioiplylilianolhini
niurs than a ffooil. alrui
«lUltlOD«lt(«pLIl|{ advcQli
-aapKriitlly abuut men u
•van la your noat iatl-
80 now It la on tba aeraao,
mof dtaply louchlag
tvtr bdfara, atanrinK
two all-Uma
llollywvod
'xraaU', CUrk GabU and
Burt Laocaatcr
Maka your maa talca yoo to
M "Kun Sili-at, tlita Dorp'1
Why
Teoser ads appealing to women were run on the women's pages of the seven New York dally newspapers
by United Artists tor the premiere engagement of "Run Silent, Run Deep" at the Victoria
Theatre The "sell-the-ladies" campaign also was used to spotlight the 312 Easter holiday dates The
program features five different teasers, each capped by a headline aimed squarely at the women, and
the displays range from 240 lines to 112 lines. Three examples are shown here.
Movie Section Alerts City to Spring
And Thrills in New Screen Hits
Accolades for one of the slickest jobs of
general promotion to come to the attention
of Showmandiser this spring go to Harry
F. Wilson, manager of the Capitol Theatre
in Chatham, Ont., and Ralph W. Cole
of the Centre there.
Together they designed, wrote the copy
and sold the ads in a 12-page tabloid-size
(12x16 ','2 inches) movie section published
in the Chatham Daily News.
The section contains 30 star cuts and
scene m^ats, copy throughout on the motion
picture industry and current films,
and 33 ads in excellent layout and style in
aU the dozen pages.
Major headlines proclaimed: "Golden
Anniversary of the Silver Screen . . . Theatres
Announce Top Attractions (this
across the front page in large type) .
. .
Get More Out of Life—SPRING FESTIVAL
OP HITS—Go Out to a Movie (across the
. .
Widely Discussed 'Raintree
Draw
center spread) . . .
County' Opens Tomorrow . Business to Chatham Stores. Movies Prove
Easter Films at Capitol."
Assets . . .
Reproduced on the front page, along with
pictures of eight stars of current films and
of Wilson and Cole, was a reproduction of
a proclamation by Garnet R. Newkirk,
z >
- K
> o
,.
<
U) O
X U
GET MORB
OUT OF LIFI_
28th STREET DRIVE-IN THEATRE
GO OUT TO A DRIVE-IN
mayor of Chatham, setting aside March
24-29 as Movie Week in Chatham in commemoration
of the Golden Anniversary of
the Silver Screen.
Scene mats through the section featured
Old Yeller, Peyton Place, 'Ai-ound the World
in 80 Days. Paris Holiday. The Quiet American,
Raintree County, And God Created
Woman, Kiss Them for Me, The Tall
Stranger, Paths of Glory and Up in Smoke.
The only cost to the theatres was for
their regular display ads on the center
spread.
The cover sheet was printed in yellow in
keeping with Easter and spring. The section
was dated March 25. and truly it
alerted aU Chatham to new season thrills
coming at the Capitol and Centre.
A Bridge-Building Contest
Fi-ank Weatherford, Interstate city manager
at Fort Worth, Tex., and the Press
offered prizes of a hi-fi portable, $30 cash
and a $20 record album, $20 cash and another
$20 album to the warmers of a model
bridge-building contest in connection with
a campaign for "The Bridge on the River
Kwai."
Tampa. Flobio*.
MO\aE
No. 2255
- - AT ONE OF THE ABOVE THEATRES ENJOYMENT
SMOKE IF YOU WISH. DONT HAVE TO DRESS UP
NO PARKINS PROBLEMS NO PARKING TICKETS
FUN FOB ALL
_7a«26ti !Sau _7/i£afT£d, Unc
This novel "fake check" idea is employed by Tampa Boy Theofres, Inc., to promote both its 28th Street
Drive-ln Theatre, Tampa, Flo., and the "Get More Out of Life . .
." industry slogan.
BOXOFFICE Showmandiser May 5, 1958 — 107-^

ERA g^
BOXOFFICE
BAROMETER
n
300\
This chart recordi the performanci of current attractions in the opening week of their first runs In
the 20 key cities checked. Pictures with fewer than five engagements are not listed. As new runs
are reported, ratings are added and averages revised. Compulation is in terms of percentage in
relation to normol grosses as determined by the theatre managers. With 100 per cent as "normal,"
the figures show the gross rating above or below that mark.
(Asterisk * denotes combination billi.)
^.^i^^S^
^ f^
All at Sea (MGM)

An Inlerprciotlve onolvili of toy and trodapreii review!. The plui end tnlnui ilgni Indicate
deqree of merit. Listlnqs cover current revlcwi, updated reqularly. Thli department lervei
also as an ALPHABETICAL INDEX to feature relcaiet. Symbol IJ denotes BOXOFFICE
Blue Ribbon Aword Winner. Photography: ffl
Color; © ClnemoScope; V VlitoVlilon; 8, Super-
Scope; >Kt Noturama. For listings by company, in the order of release, see Feature Chort.
Review digest
AND ALPHABETICAL INDEX
Very Good; + Good; ^ Fair; - p

^
REVIEW DIGEST Very Good; ' Good, " fait; - Poor; Very Poor. In the jummory
s
£
1
m
*t is rated 2 pluses, - oi 2 minuses.

F«otur« productions by company In order of release. Number In square is notionol release dote. Running
time Is In porcntheses. (£) Is tor ClncmaScope; (Vj VistoVision; (.S' Supcrscope; )tj Naturamo; A Rogolscopo;
ti) Techniramo. Symbol O denotes BOXOFFICE Blue Ribbon Award; O color photography. Letters and combinations
thereof indicate story type—(Complete key on next page.) For review dotoi and Picture Guide
page numbers, see Review Digest.
^EATURE CHART

FEATURE CHART
Th« key to Uttart and comblnatloni thtr*of Indlcoting itory type: (Ad) Adv«ntur* Dromo; (Ac) Action
Oramo; (An) Animotcd-Action; (C) Comedy; (CD) Comody-Dramo; (Cr) Crlm« Drama; (DM) Dramo
with Music; (Doc) Documentary; (D) Drama; (F) Fantosy; (FC) Forca-Comody ; (Ho) Horror Dramo; (HI)
Hlitorical Dromo; (M) Musical: (My) Myittry; (OD) Outdoor Dromo; (SF) Scltnce-Flctlon; (W) Westarn.
n

. D
. May
.
.,
3
1)
oe.
UJ
CO
CO
a:
OQ
>
o
UJ
CQ
UJ
Of
<
Th« k«y to lafttra and combination! thtraof Indicating story type: (Ad) Advontur* Drama; (Ac) Action
Drama; (An) Anlmotsd-Action; (C) Comedy; (CD) Comady-Dromo; (Cr) Crime Drama; (DM) Dromo
with Music; (Doc) Documentor^ (D) Drama; (F) Fontosy; (FC) Force-Comedy; (Ho) Horror Dromo; (Hi)
Historical Drama; (M) Muslcol; (My) Mystery; (OD) Outdoor Dromo; (SF) Science-Fiction; (W) Western.
WARNER BROS.
[ilOBand of Angcll (127) 0..621
Clarii Gable, VvoDiie lie
@ Rising of the Moon (SI)
Carlo
D..622
Fraiiit Uiwlon, Denis O'Det
gj) The James Dean Story
(82) Doc. .623
James Dean
UOThe Palama Game
(101) M..701
Doris Oaf, John Rattt, CistA
SS
IlaJiey
Blaci( Patch (83) W..702
George MoDtgomery, Diaae Brewster
UJ Johnny Trouble (80) D..703
KLhel Barrymore, Carolyn Jooes
(S The Helen Morgan Story
(118) © D..704
Ann Blytb, Paul Newmao
Si The Blacli Scorpion (88) Ho. .705
Richard Denning, Mara Corday
g] QThe Story of Mankind
(100) D..706
Ronald Colman, Hedy Lailarr, 40
other stars
g| Woman in a Dressini
Gown (93) D..707
Yvonne Mltcbell. Anthony Quayle
ga ©Bombers B-52 (106) © D. .708
Karl Maiden, Natalie Wood
IB Jamboree (86) R/M..709
Count Basle, Fats Domino, Kay
Medford, Robert Pastlne
Bl Green-Eyed Blonde (73) . . D . .710
Susan ()llver, Tota Greenway
Forbidden Desert (45) Fealurettc
©Sayonara (147) ® ..D..711
Marlon Brando, Patricia Owens,
Martha Scott, James Garner
ESThe Deep Six (105) . .D. .712
Alan Ladd, DUume Faster, William
Bendk
g] Fort Dobbs (90) W. .713
Clint Walker, Vlrglnli Mayo
O Darby's Rangers (121) . . D. .714
James Garner, Etcbika C:houreau
O Lafayette Escadrille (93) D..716
Tab Hunter, Etchlia Choureau
g] ©Marjorie Morningstar
(125) D..717
NaUlle Wood, Oene Kelly, Ed
Wynn, Carolyn Jones
31 Chase a Crooked Shadow
(87) My.. 715
Richard Todd. Anne Baiter
[i] Stakeout on Dope Street
(83) Cr..718
g Violent Road (86) Ac. .719
Brian Keith. Merry Anders
Left Handed Gun (102) W. .720
Paul Newm-in. Llta Milan
H ©Manhunt In the Jungle
(79) Ad.. 721
EI Too Much, Too Soon
(121) D..722
Dorothy Malone, Ena\ Flynn
ASTOR
Stranger In Town (74) . . D . . May 57
Alex Nlcol, CoUn Tapley, Anne
I'aliie
Black Tide (79) D..Jun57
John Ireland. Maureen Clotuell
Time Without Pity (88) . .D. .Jan 58
Michael Redgraie, Ann Todd
Date With Disaster (61) D.. Feb 58
Tom Drake, Shirley Eaton
BUENA VISTA
If All the Guys in the World
(95) *d..Jun57
Andre Valmy, Jean Oaren. Georgea
I'oujoulj', (Francb-lanjuage; ^.
MISCELLANEOUS
titlea)
©Johnny Tremain (80) . .Ad. .Jul 57
Hal SUImaster, Luana Patten
©Perri (75) Nature Fantasy Nov 57
yOOId Yeller (83). . . .OD. .Dee 57
Dorothy McGulre, Feas Parker
©The Story of Vickie
(108) CD.. Feb 58
Romy Schneider, Adrian Hoven
©The Missouri Traveler
(103) WD.. Mar 58
Brandon de WUde, Gary Merrill
BURSTYN
Stella (93) D.. Oct 57
Mellna Mercourl, Georges Founda.-!
(Oreek-lanRuage; Eng. titles)
CONTINENTAL
©The Love Lottery (82) C. Feb 57
iiavld Nlven. i'eggy Cummins
©Raising a Riot (91) . .C. . May 57
Kenneth More, Mandy MlUer
The French They Are a Funny
Race (83) C..Jun57
Marline Carol, Jack Buchanan,
Noel-Noel (English-language)
Maid in Paris (88) C. • Aug 57
Danny Eobhi, Daniel Qelin
(French-language; Biig. titles)
©A Novel Affair (83) ..D.. Sep 57
Ralph Richardson, Margaret
Leitbton
Brothers in Law (95) C. .Oct 57
itlcliard Attenborough, Ian Carmicbael
Deadlier than the Male
(100) D.. Nov 57
Jean Cabin, Danielle Delormc
Genaise (116) D.. Jan 58
Maria ScheU, Francois Perler
DCA
©Don Giovani
(157) Opera Film Apr 57
Cesare Siepi, Usa Delia Casa
Battle Hell (112) D.. May 57
(Formerly "Yangtze Incident")
Richard Todd, Akim Tamlrotf
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..May57
Vlttorlo de Sica, Sophia Loren
The Green Man (SO) . . M/C. .Jun 57
Alaslalr Sim, George Cole, Jll
Adams
©Scandal in Sorrento
(92) © C.Jun 57
Vlitorio de Sica. Sophia Loren
(Dubbed in English)
The Devil's General (120) D.. Aug 57
Curt Jurgens. Marianne Cook
(German-language; Eng. titles)
The Silken Affair (96) . .C. .Sep 57
David Nlven, Beatrice Straight
Escapade (87) CD. .Sep 57
John Mills. Aiastalr Sjm
Hell in Korea (82) D.. Oct 57
St.-inlpv Baker, George Baker
Please! Mr. Balzac (99) C.. Oct 57
Brlgllte Bardot, Daniel Oelhi
(Krencb-ianguage; Eng. titles)
End of the Road (76) .
. D .
. Oct 57
Ftnlay Curric, Edward CSapntan
©Rodan! (70) SF..Nov57
(English-dubbed; Japanese ca-st)
Cast a Dark Shadow (84) 0.. Nov 57
Dirk Bogarde. Marearet Lockwood
Panic in the Parlor (90) C. Nov 57
Peggy M[>unt. Shirley Eaton
Every Second Counts
(94) © Ac. .Nov 57
Barbara Laage, Jean-Mare Tbibault
(Kronch-langunge; English titles)
The Flesh Is Weak (90) D, Nov 57
John Derek. Mllly Vltale
Blond In Bondage (92) D . . . . Nov. 57
Mark Miller, Anita Thallsug
(Diiblied in English)
The Blue Peter (93) .
. . Dec. 57
Kleron Moore. Greta (Tynt
Teenage Bad Girl (100) D.. Dec 57
Anna Neagle. Sylvia Syms
Teenage Wolf Pack (89) D.. Dec 57
Henry Bookhnlt. Karen Baal
(German-made: Eng. dubbed)
The Golden Age of Comedy
(78) C..Jtn58
WiU Rogers. Laurel k Eardy.
Carole Ix>mbard, other comediana
of the past
The Confessions of Felix Krull
(103) CD..Mar58
Henry Rookbolt, Lisa Puirer
(German-language; Eng. titles)
Of Life and Love (103) D.. Mar 58
Anna .Magnaiil, Aldo Kabrlzl
E^ tltlee)
(lullan-lancuage;
©Three Men in a Boat
(..) © FC.AprSS
Laurence Harvey, Jimmy Edwards
©The Red and the Black
(145) 0.. Apr 58
Gerard Pblllpe, DanlcUe Darrleux
(French-language; Eng. tltlee)
Time Lock (74) D.. Apr 58
Robert Realty, Lee Patterson
The Secret (79) D.. Apr 58
Sam Wanomaker. Mandy
LOUIS deROCHEMONT
©Albert Schweitzer
(SO) Doe Mar 57
(Produced by HIU and Aodersonl
MAGNA
©South Pacific
(170) Todd-AO Apr 58
Rossano Braml, &llt£i Oaynor,
John Kerr, Juanlta Hall
(Fiim version of the Rodgers k
Hammersteln stage show)
TRANS-LUX
La Strada (107) D. .Apr 57
Anthony Qulnn, Oiulletta Maslna
(Italian wtlk Eng. Uties and
English-language versions available)
Danger Flight 931
(78) D.. Apr 57
Danny Robin, Dieter Borche
(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, Bourvil
(Fr. language—Eng. titles)
©Melbourne Rendezvous
(90) Documentary Oct 57
The 1956 Oij-nmlc games
REISSUES
BUENA VISTA
©Snow White and the Seven
Dwarfs (83) An.. Apr 58
COLUMBIA
The Harlem Globetrotters
(80) CO.. Oct 57
Thoma:! Gomez, Dorothy Dandridge,
and the original Harlem Olobetrotterfl
Paratrooper (87) . . . . Ac. .Hay 58
Alan L.add, Leo Genn
Hell Below Zero (91) Ac. May 58
Alan Ladd, Joan Tetiel
MGM
The Bride Goes Wild (98) C. .Jun 57
June Ailyson, Van Johnson
Our Vines Have Tender Grapes
(105) D,. Jun 57
Edward G. Robinson, Margaret
O'Brien
PARAMOUNT
Sailor Beware (96) C. .Sep 57
Dean Martin, Jerry Lewis
Jumping Jacks (103) C. Sep 57
Dean Martin. Jerry Lewis
©Northwest Mounted Police
(125) 0D..May58
Gary Cooper, Paulette Goddard,
Robert Preston
Blaze of Noon (91) D.. May 58
William llolden, Anne Baxter,
Slerling Hayden
REPUBLIC
©The Quiet Man (129) CD.. May 57
John Wiivne. Maureen O'Hara
20TH
CENTURY-FOX
The Song of Bernadette
(156) D..Mar58
Jennifer Jonee, Vincent Price,
Ovaries BIckford
UNIVERSAL-INT'L
Winchester 73 (92) W.. May 58
James Stewart, Shelley Winters
Criss Cross (88) D.. May 58
Burt l,ancaster, Y. De Carlo
WARNER BROS.
Jim Thorpe—All American
(105) D.. May 57
Burt Ijutcaster. Oi.lrles BIckford
The Winning Team (98) . . D . 57
Doris Day, R. Reagan. F. Lovejoy
Bright Leaf (110) D.. May 57
Gary Ovoper, Lauren Bacall
The West Point Story
(107) D.. May 57
James (^gney, 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, Launa Baeall,
fioris
Day
FEATURE CHART
COMING
ALLIED ARTISTS
Joy Ride igi Ac
Gene Evans, Scott Marlowe
The Pagans D.
I'lerre Cressoy, Helene Remy
Cry Baby Killer D..
Jack Nicholson, (^rolyn Mitchell
©Queen of the Universe (g) . . . . D .
tsh Zsa Gabor
Attack of the 50 Foot Woman SF..
Allison Haves, WllUam Hudson
Frankenslein-1970 © Ho..
Korls Karioff, Jana Lund
©Tucson © W.
Mark Stevens, Forrest Tucker
Unwed Mother D.
Norma Moore, Robert Vaughn
Gang Girl D,
Richard Bakalyan, June Kenney
Legion of the Damned Ac.
Hill Williams, Dawn Richard
AMERICAN INTERNATIONAL
Fantastic Puppet People ...Ho..
John Agar, John Huyt, June Kenney
BUENA VISTA
©The Light in the Forest 00..
Fesf Parker, Wendell Corey,
Joanne Dru, James MacArtbur
©The Young Land OD..
Patrick Wayne, Dennis Hopper
©Stage Struck D..
Ilenrv Fonda. Susan Strasberg
©The Proud Rebel OD.'.
Al.m Ladd. Olivia De Havllland
COLUMBIA
She Played With Fire D..
Arlene Dahl. Jack Hawkins
©The 7th Voyage of Sinbad Ad .
Kerwin Mathews, Kathryn Grant
Best of Enemies 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.
Eli Wallach, Warner Anderson
©Tank Force © D..
Victor Mature. Leo Genn
The Whole Truth D..
Stewart Granger, Donna Reed
©Revcnne of Frankenstein Ho..
Peter Cii.shlng, Eunice Gayson
The Case Against Brooklyn. .. .Ac .
Macgie H.ayes, Darren McGavin
©Gunman's Walk © OD .
Van Hefiln. Tab Hunter
©Forbidden Island Ac.
Jon Hall. Nan .\dain3
©Apache Territory W.
Rory Calhoun, Barbara Bales
The Key © D.
William Ilolden. Sophia Loren
The Camp on Blood Island. .. .Ac .
Carl Mohner, Andre Morrell
©The Name's Buchanan W.
Randolph Scott, Craig Stevens
The Snorkel D.
Peter Van Eyck, Betta St. John
MGM
©Raintree County 65 D..
Elizabeth Taylor, Montgomery Clilt
©Gigi
C/M..
Leslie Caron, .Maurice Chevalier
©The Sheepman © CD..
Glenn Ford, Shirley MacLalne
Tunnel of Love MC.
Doris Day, Glenn Ford
©Tom Thumb
M..
liuss Tamblyn. Alan Young
Imitation General D..
Glenn Ford. Red Buttons, Talna
Klg
High School Confidential D..
Ru.ss Tamblyn, Jan Sterling
©The Reluctant Debutante ©..C.
Rex Harrison, Kay Kendall, John
Sa-xon, Sandra Dee
©Tarzan's Fight for Life ©..Ad..
Gordon Scott. Eve Brent
The Haunted Strangler Ho..
Boris Karioff, Jean Kent
Fiend Without a Face Ho..
.Marshall Thompson, Kim Parker
PARAMOUNT
The Matchmaker (J) C
Shirley Booth, Anthony Perkhis,
Slilrlry
MacLalne
©Vertigo ® D..
Jame.s Stewart, Kim Novak
©Houseboat (g CD--
Cary Grant. Sophia Loren
King Creole ® M..
Kills Presley. Dolores Hart
©Rock-a-bye Baby (8 C.
Jerry Lewis. Marilyn Maxwell
The Black Orchid ® D.
Anthony Qulnn. Sophia Loren
©The Buccaneer ® O/M..
Yul Bryruier. Charlton Heslon,
Oalre Bloom. Inger Stevens
.
.
.
•
Onionhead C .
Showdown at Gun Hill ® W..
Kirk DouglBS, Anthony Qulnn,
Carolyn Junes, Earl Uolllman
Space Children SF .
AiUra WlllUun, Jllchcl Kay
Too Young (or Love D..
Kolierl Yurgalls, Phllllpa Bcolt
REPUBLIC
Held on Suspicion D..
PlivllLs Kirk, Dan O'HerlUiy
The Man Who Died Twice Ac.
Rud Cameron, Vera Ralston
Maybe Smith Ac .
.Macdonald Carey, Audrey Totter
RANK FILM DIST'RS OF AMER.
©Dangerous Exile ® D..
Louis Jourd,in, Belinda Lee
Night Ambush D..
Dirk Bogarde, Marlus Goring
Seven Thunders D..
Stephen Boyd, Kathleen Harrlico
©The Gypsy and ihe Gentleman D..
Meluu Mercourl, Keith MIchell
20th-FOX
QFraulein © D..
Mel Ferrer, Dana Wyoter
©From Hell to Texas © D..
lion .Murray, Diane VarsI
©The Barbarian © D .
John Wajue, Elko Ando
A Nice Little Bank That
Should Be Robbed ® C.
Tom Ewell, .Mickey Rooney
©Sierra Baron © W..
Brian Keith, Rick Jason, RIU Gam
Blood Arrow W..
Scott Brady. Phyllis Coatee
The Naked Earth © D..
Richard Todd, JuUetU Greco
©The Bravados © OD..
Gregory Peck. Joan Clolllns
©A Certain Smile © 0..
Itobsano Brazzi, Christine Carere,
Joan Fontaine
Villa! ©
OD..
Brian Keith, Cesar Romero
UNITED ARTISTS
Calypso Island Ac.
Maile Windsor, Vlnce Edwards
Bury the Living Cr..
I
itidiard Boone, Peggy Maurer
They Can't Hang Me...^ Ac.
Yolinde Donlan, Terence Morgan
©The Vikings ®
*d- •
Kirk Douglas, Tony Curtis,
Ernest Borgnlne, Janet Leigb
©The Big CounUy ® OD..
Gregory Peck, Jean Simmons
Operation Murder
Tom Conw.iy. Sandra Dome
•
The Defiant Ones D--
Tuny Dirtls, Sidney Poiller
The Extra Edge D..
Jeff Chandler, Jack Palance
The Gun Runners D..
Audie Murpliy, Eddie Albert
UNIVERSAL-INT'L
The Voice in the Mirror D.
Julie London, Richard Bgan
©The Western Story OD..
Jock .Malioiiey. Limla CrIsUl
The Wonderful Years © D..
John Saxon. &indra Dee
©Never Steal Anything Small © D..
James Cagney, Slilrley Jones
And Ride a Tiger © D--
June Ailyson. Jeff Chandler
Once Upon a Horse C.
llan Roll an. Dick Martin
©The Mark of the Hawk D..
Sidney Poltler. Eartha Kltt
Horror of Dracula Ho..
Peter Cushing, Melissa Stribllng
The Thing That Couldn't Die.. Ho..
William Reynolds, Andra Martin
©This Happy Feeling © CO..
Debbie Reynolds, Curt Jurgens
QA Time to Love and a Time
to Die © D--
John Gavin. LLsa Pulver
©Twilight for the Gods D..
Rock Hudson, C>d Charljse
VYARNER BROS.
No Time for Sergeants C.
Andy Griffith. »l>ron McCoroIck
Dangerous Youth D--
George Baker. FranUe Vaughan
©Westbound
OD..
Randolph Scott. Virginia Mayo
Aiuly Griffith, Felicia Farr
©Indiscreet "..
Cary Grant. Iiigrld Bergman
©The Naked and the Dead
©
D •
Aldo Ray. Cliff Robertson
©Across the Everglades D .
Hurl Ives. Ovrlsiopber Plummer,
G>T)sy Rose Lee
©Auntie Mame ® C..
Rinnlliid Riissiell, Forrest Tucker
©The Nun's Story D •
•
Audrey Hepbim. Peter Finch
Island of Lost Women Ac.
Jeff Richards, Diane Jergene
BOXOFFICE BookinGviide May 5, 1958 11

—
"1
"S.
XHIBITOR HAS HIS SAY
ALLIED ARTISTS
Junclo Cients i AA>— Reissue.
Leo Gorcey, Huntz Hall, Lauiette
Luez. Tried a five-unit comedy
show with "Abbott and Costello
Meet the Mummy." a Three
Stooges comedy. Woody Woodpecker
and Droopy cartoons and
"Jungle Gents." It
at the boxoffice. about 35 per cent
above averaee. WiUi the year's
coldest weather and biggest
snowstorm to buck. I consider It
a job well done. All but the Stooge
comedy had played here before,
but were much enjoyed again.
The five-unit deal sounds big.
did Just great
and as far as cost, it's not half
as big as it sounds—just the two
extra short.s if you normally play
double bills, which, as a rule. I
don't. But it was money well
used. I'm all set to try it again
soon on westerns, horror, rock
'n' roll or whatever I can think
up. Without that awful weather
it would have been really wonderful.
But no complaints, as is.
Played FYi., Sat.—Victor Weber,
Center Theatre, Kensett, Ark.
Pop. 1,000.
BUENA VISTA
(BV1—Dorothy Mc-
Old Yeller
Guire. Fe.ss Parker. Tommy Kirk.
This is. no doubt, the finest family
picture that we have ever
played in our theatre. It is my
suggestion that Disney start a
school in "movieland" and teach
our many other producers how
to make family pictures without
all the crime and corruption that
has plagued so many of our pictures.
Give us more. Walt. We're
proud of you and "Old Yeiler."
W. R. Woody. Texas Drive-In.
Fairfield. Tex. Pop. 1,800.
Best Since TV
A boxoffice champion, "Old
Yeller," showed to more patrons
than any other picture since
TV. Was enjo.ved by kids and
adults. An excellent production.
Business way above average.
Admission 25 and 50 cents.
MEL BANNER
Circle Theatre
Waynoka, Okla.
COLUMBIA
Operation Mad Ball (Col) —
Jack Lemmon. Kathryn Grant,
Ernie Kovacs. Plenty of humor,
but not enough audience. Played
Sun.. Mon.. Tues. Weather: Okay.
—D. W. Tiisko. Runge Tlieatre,
Runge, Tex. Pop. 1,055.
Operation Madball (Col)—Jack
Lemmon, Kathryn Grant, Ei-nie
Kovacs. A fine picture that I,
and the few who saw it with me,
really enjoyed. That is, I enjoyed
it until I checked the boxoffice
receipts. This is a picture that
the trailer completely ruined.
Why in the heU they have to
make a lousy ti-ailer like this
completely baffles me. If we had
been smart we'd have jerked the
trailer after the first time it went
on the screen. On Sunday we
12
lABOUT
PICTURESI
ground through four complete
show,

—
Opinions on Current Productions
Feature reviews
Symbol O denotss color photography; ® CInemoScopo; ^ VbtoVUion; ^ Saperteop*; 1)) Neturomo. For story synopsis on ooch picture, sec reverse side.
)
"J
Ten Noith Frederick F ^ °T
20th-Fox (819-3) 102 Minutes Ke\. May 29, '58
Whether showmen and their respective customers seek
motion pictures starring solidly established names or are of
the school that advocates new faces for the screen, they
must find complete satisfaction in this slick celluloid version
of John O'Hara's best selling novel. For here is a blending
of the old and the new in which the performances are
so universally excellent that it remains a matter of personal
preference as to which contingent rates the deepest
bow. Nor is its trouping superiority the only asset upon
which the picture must depend for the ceilingless business
it is certain to enjoy. Bolstering such acting magnificences
are innumerable other patronage guaranteeing qualities
the vast merchandising potential of Gary Cooper and Diane
Varsi, the former of whom is the more potent and who
garners what slight edge there is in histrionic honors; Cinemascope:
the good taste and impressiveness with which producer
Charles Brackett characteristically mounted the
photoplay; and the uncompromising frankness and mastery
with which Philip Dunne—who also directed with paralleling
consummate skill—adapted the O'Hara tome, most especially
the more delicate situations thereof, which, if entrusted to
less expert treatment, might have been subject to censure.
Gary Cooper, Diane Varsi, Suzy Parker, Geraldine
Fitzgerald, Tom Tully. Ray Stricklyn, Phillip Ober.
Blood Arrow F
Ratio: Western
2.55-1 (fi)
20th-Fox (811-0) 75 Minutes Rel. Apr. '58
Hazardous at best are efforts to substitute moods and
character analyzing for the standard action ingredients that
have been part and parcel of westerns for five decades and
have come to be expected by patrons who fancy outdoor adventure
fare. Many are the substantially budgeted, impressively-cast
photoplays that have come a cropper because of
such hazards which are increased automatically in gallopers
geared to supporting bookings. And they are the hurdles that
obviously tripped up Charles Marquis Warren—who is
credited as both executive producer and director—and kept
this photoplay from being as good as it might have been
in view- of the photographic process and the proven acting
abilities of several of the toplining troupers. Regalscope and
talent to the contrary, the finished product falls considerably
short of expectation, largely because the screenplay takes
off too often on the above-listed tangents. What few spots
of action and suspense the film boasts sacrifice much of
their possible effectiveness because of the manner in which
they are interpolated. But with Scott Brady's name at the
head of the cast, the feature will nonetheless serve satisfactorily
at the bottom of the bill. Robert W. Stabler produced.
Scott Brady, Paul Richards, Phyllis Coates, Don Haggerty,
Diana Darrin, Jeanne Bates, Rocky Shaban.
Gang War
20th-Fox (823-5)
F
Ratio:
2.55-1
74 Minutes Rel. June '58
Since the days of "Little Caesar" when there were no limits
on the quantities of blood, belly, bellicosity and bravado
that could be tossed into hardboiled photoplays dealing
with mobsters and their molls, few, if any, pictures of its ilk
have surpassed this for action, suspense, excitement and
many of the other qualities that rank and file theatre
patrons consider good entertainment. True, the offering is
destined for the supporting niche on double bills—that's the
booking sfxjt for which it was created—but it's a cinch that
in many situations it will take the play away from its topside
running mate, which in most instances will have cost
many times more to produce. While there are no marqueemighty
names in the cast, performances without exception
are excellent. For this surprising superiority in every department,
much credit is due scrivener Louis Vittes for a
solid, jet-paced screenplay; producer Harold E. Knox for
the film's impressive mountings and, above all, to director
Gene Fowler jr. for the tempo and above-mentioned praiseworthy
delineations. Regalscope photography, expertly applied,
endows the photoplay with an air of expensiveness
that should aid in merchandising.
Charles Bronson, Gloria Henry, George Eldredge, John
Doucelte, Jack Reynolds, Ralph Manza, Larrj' Gelbmann.
.Meat'
The Light in the Forest F
"^^»^Adv.ntur.^or..a
Buena Vista 93 Minutes Rel. July '58
Walt Disney again turns to an early American theme, the
Indians vs. the settlers in pre-Revo!utionary days, in this
SDlendidly cast, handsomely produced adventure film which
should appeal to youngsters and adults alike. Like the
enormously popular "Old Yeller," this has Fess Parker, Indian
fights and wild life for the kiddies, plus two attractive
newcomers, James MacArthur and Carol Lynley, in romantic
roles to draw the teenage trade, and Joanne Dru
and Wendell Corey as marquee names for adults. Directed
by Herschel Daugherty from the novel by Conrad Richter.
the picture captures the spirit of the American frontier days
so well that most of the actors seem like the real-life characters
and the Tennessee mountains locale, beautifully photographed
in Technicolor, has a truly primeval appearance. As
brought out in both the action and dialog, whites as well
as Indians, exhibit good or evil traits. Young MacArthur,
who made his screen debut in "The Young Stranger." wins
sympathy and credibility as the teenaged hero torn between
conflicting modes of life and the pretty Miss Lynley is appealing
as the shy bondservant who loves him. Outstanding
in support are Jessica Tandy as the boy's white mother,
and Joseph Calleia, as the wise old Indian chief.
Fess Parker. Joanne Dm, Wendell Corey, James Mac-
Arthur. Jessica Tandy. John Mclntire. Carol Lynley.
The Lineup
Columbia (244)
86 Minutes
F[
85-1
Rel. June '58
Derived as this theatrical offering is from the popular
cops and crooks television series of the same name, comparison
between the two will be inevitable. So let it be said
at the outset that the film feature hews to the realistic,
action-laden format established by its TV counteiTiart. with
Warner Anderson recreating his role of Lt. Ben Guthrie
and Jaime Del Valle, producer of the video series, also guiding
the movie production. All of this would indicate that
exhibitors booking the crime drama should expect strong
business wherever TV cables reach—and that takes in practically
the entire U. S. For prospective ticket-buyers unfamiliar
with TV's "Lineup," there is the name of Eli Wallach,
whose thespian ability won him plaudits in the widely publicized
"Baby Doll," and who herein gives an expectedly believable
performance as the brutal narcotics smuggler and
eventual murderer. The story's grim, factual aspects are enhanced
by Don Siegel's tight direction of Stirling Siliphant's
script, and the fine musical score and authentic San Francisco
backgrounds add weight.
Eli Wallach, Robert Keith, Warner .Anderson, Richard
Jaeckel, Mary La Roche, William Leslie, Emile Meyer.
Night Ambush
F Ratio:
War Drama
21
Rank 93 Minutes Rel. July '58
Once again the British filmmakers have exercised their
special talents for turning out realistic and exciting melodramas
docimienting a World War II episode. With Dirk
Bogarde, star of the British "Doctor" comedies, as the
sole marquee name heading an all-male cast, the picture Is
best suited to art spots or action houses. Michael Powell
and Emeric Pressbiu-ger collaborated on the wTiting, producing
and directing (as they did in the recent "The Pursxut
of the Graf Spee") and their story, based on the novel "111
Met By Moonlight," by W. Stanley Moss, was largely filmed
In the rocky mountainous island of Crete, where the camera
captured some striking black-and-white shots. The entire
footage is occupied with the daring capture of a Nazi general
by two British commando officers and their long trek
across Crete until they smuggle him by boat to Cairo. The
only lighter moments are supplied by the helpful Cretan
partisans, who occasionally burst into song, and by some
"stout fellow" English badinage, which is not amusing.
Bogarde is convincing and Marius Goring is an appropriately
pompous Nazi general but the outstanding performance is
that of little Demitri Andreas, as a wily Cretan youngster.
Dirk Bogarde, Marius Goring. David Oxley, Cyril Cusack,
Michael Gough, Rowland Barlrop. Demitri .Andreas.
The reviews on these pogej moy be filed for future reforonce in ony of the following woyj: (1) In ony sloiuJord th'*«-''"9
loose-leaf binder; (2) individuolly, by compony. In ony stondord 3x5 cord index file; or (3) m the BOXOFFICE PICTURE
GUIDE three-ring, pocket-siie binder. The lottcr. Including o yeor'. supply of booking and dorly business record sheeH,
moy be obtained from Associofed PublieoMons, 825 Van Brunt Blvd., Konsos City 24, Mo., for $100, postage poid.
2224 BOXOFFICE BooldnGuide May 5, 1958 2223

FEATURE REVIEWS Story Synopsis; Exploitips; Adlines for Newspaper and Programs
THE STOKY: "The Light In the Forest" (BV)
In 1764, the British negotiate a treaty with the Delaware
Indians and persuade them to give up their white captives,
among them the chiefs son, James MacArthur, who had
been raised as an Indian. MacArthur shows hostility toward
Fess Parlcer. the scout who leads him back to his white
parents, John Mclntire and Jessica Tandy, but he graduallyith .
learns to understand civilized ways and people, except for ha-
Wendell Corey, who hates all Indians. MacArthur fails in
love with Carol LjTiley. Corey's shy bondservant and plans
when Corey shoots one of his Indian friends, MacArthur
nms back to his former people. Eventually, Parker persuades
MacArthur to return to his white parents, settle the score
with Corey and become an established member of the
community.
EXPLOITIPS:
Play up Fes.« Parker as the star of "Davy Crockett" and the
recent "Old Yeller," and James MacArthur. young son of
Helen Hayes, who made his screen debut in RKO's "The
Young Stranger" in 1957. Use romantic stills of MacArthur
with lovely Carol Lynley. Arrange toy store tieups.
CATCHLI>fES:
Torn Between Loyalty for His White Parents and Love
for the Indians Who Raised Him . . . Two Young People
Caught in a Wild Twist of Fate.

1
—
Opinions on Current Productions
^EATURE REVIEWS
Symbol O denotes color photography; O CinemoScop«; ® VbtaVUIon; C> Svpencope; (S>
Noturomo. For itory tynopsh on Mch picture, we reverse side.
iia(»#
F Ratio: Action Drama
1.85-1
United Artists (5820) 92 Minutes Rel. May '58
Robert Mitchum, who wrote the original story for his
own DRM Production, has the marquee draw to attract
both action-minded and regular patrons. This topical melodrama
should do good business generally, aided by two^ni i
additional exploitable angles—the fact that Jim Mitchum,''']-
Robert's look-alike teenage son, makes his acting debut as
the star's younger brother and that Keely Smith, popular
recording .star and wife of Louis Prima, is featured and
Thunder Road
sings two tunes, one with music by the star—making it an
all-Mitchum production. His story, with screenplay by
James Atlee Phillips and 'Walter 'Wise, deals with
moonshiners and their constant battles with the tax
division of the U. S. Treasury Department. The action is
replete with wild auto chases and the subsequent spectacular
accidents which result in several deaths, including the star's
violent end. The romantic interludes are singularly pallid,
mainly because of Miss Smith's colorless portrayal of a cafe
singer, but Sandra Knight shows promise as a teenage
mountain girl. The older Mitchum contributes one of his
more taciturn performances and his son seems to have the
same acting quality—but patrons will be intrigued. Gene
Barry is forceful as a federal agent. Arthur Ripley directed.
Robert Mitchum, Gene Barry, Keely Smith, Jacques
Aubuchon. Jim Mitchum, Sandra Knight, Mitch Ryan.
tlieat'
iL. ii.sk>

. .
FEATURE REVIEWS Story Synopsis; Exploitips, Adiines for Newspaper and Programs
THE STORY: •QuanlrlH's Raiders" (AA)
Into Lawrence. Kas., rides Steve Cochran, captain in
the Confederate Army, on spy duty and assigned to contact
outlaw Quantrill iLeo Gordons to have him blow up the
Union .\rniy arsenal located tJiere. He tries to impress on the
border raider that there must be no unnecessary killing and
no looting. To cairy out his duties. Cochran poses as a '^ •
"^'
horse trader but is .subsequently suspected and arrested because
of Quantrill's murderous tendencies. Escaping jail
he again contacts the bandit and learns the latter plans
to ravish Lawrence de.spite military orders. He helps save
the town and then gives him.self up as a Southern .spy. is
sentenced to pri.'^on for the duration, but knows the love he
has found. Diane Brewster, will be awaiting his return.
EXPLOITIPS:
Drape Confederate and Union colors around marquee, this
will dre.ss up front of theatre and supply Civil War motif.
Make up teaser snipes for posting around town. Copy migrlit
read: 'W.'VRNING! QUANTRILL'S RAIDERS ARE HEAD-
ING THIS WAY. T.'VKE UTMOST PRECAUTIONS TO
PROTECT LIFE AND PROPERTY!"
C.ATCHLINES:
Tlie Hell-Horde They Called the Butcher's Battalion .
"QuantrUI's Raiders "—A Hundred Renegades Who Scorched
the Land With a Thousand Crimes—Filmed in Cinema-
Scope and De Luxe Color.

BATES: 15c per word, minimum $1.50. cash with copy. Four consecutive insertions lor price
oi three. CLOSING DATE: Monday noon preceding publication dale. Send copy and
• answers to Box Numbers to BOXOFFICE, 825 Van Brunt Blvd., Kansas City 24, Mo. •
cifeRinG Houst
POSITIONS WANTED
Couple; Operation and maDagemcnt. Handle all
phases. Oivn repairs, malnlenanee. Exiiluilatliin.
26 years experience. $120 for both. Bu.\ufrke,
T743.
(
Maiiaoer available two weeks notice. Fnlly experlencwl.
rapable, references, married. Boxofttce,
7749.
Projectionist: Yotme. reliable, sober. E.\perienced
all makes (iinipmcnl. Privo-in ami hard top.
locate anyuheie. ("lay Wayne, Turbevllle. S. C.
I'hone 2441.
Here's a switch! Manager now employed in
Florida first-run theatre desires posiliim in
Soiltlieni California. Fully exi>iTleiu-eil. Bnxoflicc.
7752.
Experienced projectionist and manager wants
permanent position. Cjni furni.sh referoitces. Rt.
3, Bo.x 688, Janet Lane. Ijilieside. California.
HELP WANTED
For better movie positions: M;inagers. cashiers,
ushers phone Miss lleines, Wisconsin 7-3806.
Smith I'ersunnel, 251 West 42nd Street. New
York City.
Wanted: Experienced drlvc-in theatre manager,
must be honest, sober and reliable. Contact Jesse
Wellons. Fayetteville. N. C.
THEATRE TICKETS
Prompt Service. Special printed roll tickets.
100.000. $31.05; lO.OOO. $9.90: 2,000, $5.70.
Bach change in admission price, including change
in color, $4.00 extra. Double numhering extra.
F.O.B. Kansas City, Mo. Cash with order. Kansas
City Ticket Co., Pept. 11, 109 W. ISth St.
Kansas City, Mo.
DHIVE-IN THEATRE EQUIPMENT
Price reduced on our .\nti-Theft Speaker Cable!
Now you can protect your speakers for only 59
cents per speaker! Leading theatre chains and
Individual exhibitors report complete satisfaction.
Write: Speaker Security Company. Ilept. 58.
Willow .\ve. at 17tb St., Hoboken, X. .1.
Take your pick! Century "C", Motiograph
"A.\" or Super Simplex complete drlve-in projection
and sound equipment, excellent condition,
$3,495. Available on time. Strong 85A single
phase, 6 tube rectifiers, like new, $695; new
100/200 amp. generator w.^panel and ihcostats,
$995. Peiit. cc, S.O.S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Speakers! Brand new replacements, 4-inch PM
ItCA powered by new super magnets. Sacrifice,
$1.09 each. Mack Enterprises. Centralia, III.
GENERAL EQUIPMENT—USED
r^eed a spare? Slni|)lex rear shutter, double
healing mreh.iiiNm. $!i.j: Super Simplex B-7.
Century ('", excellent, $225 each. New Intermlttcnls;
Holmes. $24.50: HeVry, $51): Simplex,
$611.50. Depl. cc. S.O.S. Cinema Supply Corp.,
602 W. 52nd St., New York 19.
Pair RCA M 1-9030 soundheads, used 30 days,
$500. Pair Sutler Simplex mechanisms, excellent
condiiion, $425. Ilegular Simplex KS. BB, mechaiiLsms.
$75. Hebullt. $150. fair UC.\ 0001 soundheads,
excellent condition, $150. Harold .Moore,
Box 782. Charleston 23. West Virgini.i.
Pair Super Panatar wiriahle auamnrphic lens.
Like ne«. $l!i.'). W. W. liinson. I'. (I. Box 07,
Crawford. Texas
GENERAL EQUIPMENT—NEW
Masonite marquee letters, fit Wagner, Adler,
Bevelite signs. 4", 40c: 8". 60c: lO", 75c: 12".
$1.00; 14", $1.50: 16", $1.75: 17". $2.00; 24",
$3.00. Dept. cc, S.O.S. Cinema Supply Corp. 602
W. 52nd St.. New York 19.
Eguippeil for CinemaScope? Met.illic seamless
screens, 00c sq. ft.; anamorphic and piimc lenses,
combination price, $495 pr.: wide angle lenses
from $125 pr. Send projection distance, picture
size, we'll figure lens foctis. Depl. cc, S.O.S.
anema Supply Corp., 602 W. 52nd St., New York
19.
THEATRES FOR SALE
375.car drive-in; diieiailng the year round In
one of best towns In North Central Texas, 14,000
population. Only drlvc-ln In county and only one
theatre In opposition. Boxofflce, 7734.
Theatre for sale, county seat town, fully
equipped. Wisconsin. Boxofncc, 7738.
Colored theatre, Sebihig, Florida. Heart of
nnuige belt, .xsking $7,500. Vi original cost Includes
land, building. Hi and 35mm eiiulpmenl.
snark liar, everything. Write I'.O. Box 108, Fort
Lauderdale, FUirlda.
Retire on Beautiful PuQet Sound: New 850-scat
profitable theatre in center of terrific suburban
growth area. Sale or lc;ise. Boxofflce, 7742.
Out of state business forces quick sale of modern
3fl0-cjir drive-in. (loud size Texas town. Only drlvein.
$12,000 down ajid lake over balance, ten years,
priced right. Investigate . . . you'U want it. Boxoffice.
7744.
New 600-car drive-in theatre. Western Kcnttick.v.
IMease check write up In Boxofflce April 7.
195S edition. Tremendous industrial expansion
being developed. Other interests force sale.
I'hone or wrlle owner; Clark Smith, LaCcnter.
Kentucky.
Texas Theatre, Bishop. Texas, $7,500, $2,500
cash, balance 5%. Fine equipment, air conditioned,
etc. Population 4,000. Large industrial
liayroll. Tex.ls best farming. T. L. Harville, Alice,
Tcxa.s.
STUDIO AND PRODUCTION
For sale; Four south Texas closed towns, suitable
family operation. L. Cla.sscock. Box 1266,
Latest Model Arri 35. 3 lenses, mattebox, case,
$2,500 value, $2,095: like new Belhowell 16mm San Antonio, Tex,is, CA 7-5233.
70PA w/3 lenses, case, $395: Mitchell 35mm
tracking camera. $995: ItCA Photophone 35mm
recording outfits, from $2,995: Houston 35mm
processors, $8,000 value, from $1,495; 35mm
Moviolas. $189. Dept. cc. S.O.S. Cinema Suplily
Corp., 602 W. 52nd St., New York 19.
BUSINESS STIMULATORS
Bingo, more action! $4.50M cards. Other games For sale or trade. Approximately 300-car
available, on-off screen. Novelty Games Co.. 106 drive-in. Oilfield and industrial payrolls. Illness.
lingers Ave., Brookbn. N. \.
Box 780, Sweetwater 1, Texas.
Build attendance with real Hawaiian orchids. Drive-in on main highway, no competition, 25 ^r
Few cents each. Write Flowers of Hawaii. 670 ipturn, reasonable. Write Box 86, (ieenville, Vir
ginia.
S. Lafayette Place. Los Angeles o, Calif.
Bingo Cards, Die Cut! 1, 75-500 combinations.
1. 100-200 combination. Can be used for KBNO.
$4.50 per .M. Premium Products, 346 West 44th THEATRES WANTED
Day-Glo Bumper Signs direct from manufacturer,
save 50*^^1 Stimulate your attendance with D.iy-
Glo bum;)er signs on Kleen-Flexslik. Rubber impregnalerl
.stock. Leave no residue on bumpers.
100. $17; 250. $32.50: 500, $60: 1,000, $90
Prepaid t^sh with order, otherwise COD. Send
self addre.ssed envelope for sample. 4"xl8" only.
Ozark Screen Process, Golden City, Mo.
84" Cash Discount Cards, Territic business
builder tor drive-ins. indoors. Working wonders
at m.v drive-in. many others. Really keeps them
coming back. Not lottery. Pays discount for each
$25 spent by patron in admission or snack bar.
New low prices: 5.000 cards (seals mounted).
$75: 5,000 cards (yo(i mount seals), $55;
special punches, $6 each: posters, 15c each;
trailers, Filmack copy, $23.50. Instructions
manual. No shipping cltarges if check accompanies
order. Write today! Watch hiislness boom. E. F.
l!ay. .«! Prive-In. PO Box 397. Amherst. Texas.
Texas Theatre for Sale; Air-conditioned brick
building. 300 upholstered ch.iirs. machines In gooil
condition. Phone 42 or write Box 13, Evant.
Texas.
Drive-in, central Pennsylvania. 225 cars, room
for 450. Good business. Easy terms. Boxofflce.
7751.
Chicago, Illinois theatre wanted. Sixteen hundred
to four thousand seaLs for commercial use.
Will buy or lease. Submit full particulars. Martin
F. Owens, Realtor, 1761 National B.mk
"Secret Panel Treasure Cards." Increases boxoffice
ami cMcrssiDO receipts Oiilslanding super
punch c.inls. Tlieatre Enterprises. 85 Van Braam
street, Pittsburgh, Pa.
Building, Detroit 26. Michigan.
THEATRE SEATING
Chair supj.lies, iiaiis for all chalrn. Fenjla
Seating, Cllieugo 6,
Repairing ano reupholsttring In your tliettrc,
l''ensln Seating, Chicago 5.
New spring seats for all dialri, Fensin Seitlni,
Chicago 5.
Patch. o-Seat cement, permastone anchor cement.
Feusin Sealing. Chicago 5.
Seat coverings, sewed combination, all ityles,
Fensin Sealing, Chicago 5.
Plastic leatherette, all colors, send sample.
Fensin Sealing. Ollcago 5.
Upiiolstery fabrics, all types, send sample.
Fensin Sealing, Chicago 5.
Cash for your old theatre chairs, Fensin Beatin,
ChiiM',.'n 5.
We rebuild chairs in your theatre, flood used
chairs available at lowest prices. 25"l25"
leatheielte, 55c each. 27"x27", 65c each. Chicago
I'sed Chair Mart, 829 So. Slate St., Chicago
5, Hi.
For sale: 1.200 veneer chairs.
POPCORN MACHINES
Popcorn machines. ;ill makes Snow ball and
floss machines. Keplacement kettles all machines.
120 So. Ilalsted, Chicago. III.
I ABOUT
'We Warned You—
NOT USING A BOX
NUMBER ON THAT AD YOU
RAN IN
BOXOFFICE!'

1?MU