Boxoffice-March.09.1964

. . Story
MARCH 9, 1964
/he TuiAe en' me m&tcsrL rictuAe yncLd^
The United Theatre Owners of the Heart of America, concluding its seventh annual Show A Rama
convention in Konsas City, Mo., Thursday (5) elected new officers. From left to right: Jay Wooten,
Hutchinson, Kas., exhibitor, president; Douglas J. Lightner, Commonwealth Theatres, first vice-president;
Glen Dickinson |r., Dickinson Theatres, second vice-president; Abbott Sher, Kansas City area theatre
owner, treasurer, and Fred Souttor, Fox Midwest Theatres, secretary .
on Show-A-Rama, page 6
INAL EXECUTIVE EDITION

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\ NATIONAL FILM WEEKLY
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ARCH
r 84
19 6 4
No. 20
i
t/W/TY
ONWARD and upward might well be
the slogan for the Show-A-Rama
showmanship event that every year for
the past seven has taken place in Kansas
City. Under the sponsorship of the United
Theatre Owners of the Heart of America,
these meetings, devoted largely to discussions
of plans and methods of selling
pictures and the institution of the theatre,
have had an attendance growth
from a couple of hundred up to well over
1,000. The current meetings, which were
held this past week, were attended by
approximately 1,500, of which 1,350 were
actual registrants who came from 40
states and three foreign countries. But
the success of these progressive showmanship
events is not gauged by attendance
figures alone; it is judged by what
is accomplished in the way of tangible,
practical values.
In a business in which it has been traditional
for its two principal segments
to be on opposite sides of the fence, it is
gratifying to see them, instead, working
together—in the common interest. And
the demonstration, as it has been taking
place in Kansas City, is the most positive
proof that one could have that there is
a very great interest on the part of exhibitors,
not only in putting forth extra
efforts in showmanship, but to do so in
a thoroughly cooperative spirit. That
spirit prevails, first, among these exhibitors
themselves—many of whom are in
competition to one another—and, at the
same time, by working in common cause
with film distributors.
The root of this, and the basis for the
success of the Show-A-Rama conclaves,
is the example set by its co-chairmen, who
have served in like capacities from their
veiy beginning. Richard Orear, who is
president of Commonwealth Theatres of
Kansas City, and Fred Souttar, head of
Fox Midwest Theatres in this area, who
are in direct competition with one another
in theatre operations in a number
as well as in Kansas City,
of situations,
know the value of putting their shoulders
to the wheel and working together—hard
and in earnest. This spirit has penetrated
and permeated the area, embracing other
theatre circuits and independent operations,
as well. It truly is a case of "one
for all and all for one." And it has paid
off—well, indeed!
The showmen who come here learn new
ways to promote pictures, with upcoming
and current releases their targets, as it
were. They bring ideas, practical ideas,
with them' and they return home with a
fair exchange of something extra that
can be done to improve their business.
This applies, not alone to picture merchandising
but also to merchandising the
Al WORK!
extra profit items in their concession
sections and to institutional activity.
Moreover, the better attendance they
build for their theatres also accrues to
the benefit of the distributors whose
product is directly involved.
When you stop to think that a strictly
"how-to-build-better-business" '
convention
in Mid-America outdraws the big
national conventions that have much
more to work with, financially and otherwise,
it gives accent to the accomplishments
and to the worthwhileness of what
UTOHA has done.
There is something more that underlines
this effort. It knocks into a cocked
hat any theory that unity cannot be
achieved in this industry. For here is a
concrete example of unity at work. And
it has been successfully at it for seven
years
* *
In the light of discussions now in progress
between the two national exhibitor
associations on pooling their manpower
assets and other factors into one wagon
and pulling together, they learn much
from the experience of UTOHA about the
possibilities open to them.
UTOHA represents a fusion of two
regional exhibitor organizations that had
been apart for more than a dozen years.
By joining ranks, they began at once
to grow in stature and in strength and
in accomplishment. That applies not
alone to their showmanship activity, but
also to all other matters, internal and external,
that exhibitors must deal with.
Regional or national, there is legislation,
taxation, municipal, state and even federal
problems to cope with, not to mention
problems distinctive to this trade.
Two other good examples of strong
single exhibitor organizations may be
cited: Michigan and Ohio. Each has a
long history of unified status among exhibitors
in their states, successfully
maintained almost since the beginning
of the industry.
We go back to our reference to Fred
Souttar and Dick Orear and commend
them for what they have accomplished on
behalf of showmanship in particular and
for exhibition and the rest of this business
in general. And we add to their
names those others of the hard core of
hard workers in UTOHA, who have
worked with them—Beverly Miller, L. J.
Kimbriel, Doug Lightner, Paul Ricketts,
Jay Wooten. Glen Dickinson Jr., Abbott
Sher and Norris Cresswell.
Well done, showmen!
kJL^^ //nJL/^^i^^

I
Taylor
GREEN SHEET GOES
I
NATIONAL
IN NEW DISTRIBUTION PLAN
Film Content Publication
Could Serve As Deterrent
To Classification Laws
NEW YORK—Nationwide distribution of
The Green Sheet, monthly appraisal of
motion picture content, was announced at
a press conference here. Friday 'Feb. 28 1.
by Ralph Hetzel, acting president of the
Motion Picture Ass'n of America, which
distributes the publication iirepared by the
Film Estimate Board of National Organizations.
CIRCUL.ATION UP TO 60,000
ing all
The new distribution plan—encompass-
communications media, motion pictures
exhibitors, libraries, schools and other
points—was approved by the MPAA board
of directors, Hetzel said, and would double
Green Sheet circulation to almost 60.000.
at a cost of "substantially over $50,000" for
production and mailing. Heretofore. The
Green Sheet, in existence for 30 years, has
been distributed to selected opinion-makers
and institutions.
Aim of the plan will be to provide the
film rating service reports for use in local
communications media and in other media.
Hetzel pointed out that the wider distribution
also is aimed at forestalling the
many film classification proposals current
in some states and municipalities.
Mills of the MPAA. speaking at
the Show-A-Rama VII convention in Kansas
City, on Tuesday i3i. outlined details
of the expanded circulation plan and
sample Green Sheet packages were distributed
to those in attendance. Mills emphasized
that the nominal cost of the selfmailing
sheet could be met by increased
goodwill and the easy access to definite
information about pictures when calls are
received.)
Mrs. Margaret Twyman, MPAA director
of community relations, discussing the expanded
plan, emphasized that The Green
Sheet would be made available to all exhibitors
in the U.S.. to daily newspapers
and all public libraries. "Each of these new
subscribers is being provided w^ith a packet
of special material to help him use The
Green Sheet to greatest advantage," she
said. "An additional special service to newspapers
and other media is being provided
so that they may publish on a regular basis
a column featuring abbreviated Green
Sheet descriptions of the films currently
playing in their immediate area.
LIBRARIES TO DISPLAY
"Libraries are being requested to display
the monthly Green Sheet and maintain a
file of all pictures reviewed so that they
may service inquiries from their patrons,"
she said.
Exhibitors. Mrs. Twyman explained, also
may subscribe to a new special edition of
the publication in quantities, paying $2.50
for 100 copies and at lower per-copy prices
up to $12 for 1,000 for local-level distrlbu-
TOA Directors Pledge Full Support;
Ask Members to Utilize Information
tion. These prices include postal or express
charges.
"It is expected," she said, "that exhibitors
in each commimity will join together
in obtaining sufficient copies of this new
edition so that they may make it available
to religious leaders. PTA groups and all
other interested organizations in their respective
communities."
Sample kits are being sent out to exhibitors
and others with a letter signed by
Mrs. Marie Hamilton, director of the Film
Estimate Board of National Organizations,
who explained that the film estimates in
The Green Sheet are derived from some
COMPO Urges Exhibitors
To 'Use to the Utmost'
New York—The Council of Motion
Picture Organizations this week .sent
a letter, signed by Charles E. Mc-
Carthy, executive vice-president, to all
exhibitors in New York State urging
them to use The Green Sheet "to the
utmost."
"U'e urge you," the letter read, "to
make the widest possible use of this
service. You should try to get it in the
hands of your patrons, your local newspapers,
public library, and have it read
by everybody else whose opinion is valued
in your community.
"Vigorous use of The Green Sheet
will be of immense help in cutting the
ground from under those who would
have motion pictures censored or classified
by the state. It also will be a
service to your community that will be
deeply appreciated and will thus increase
the stature of your theatre as
a community institution.
"Use The Green Sheet to the utmost."
Kansas City—Tiie Tlieatre Owners
of America board of directors, in its
midwinter meeting liere Monday l2),
resolved to give full support to the expanded
distribution plan for The
Green Sheet. The resolution read:
"Be it resolved that TOA give full
support to The Green Sheet expansion
program recently inaugurated by the
Motion Picture Ass'n of America and
the Film Estimate Board of National
Organizations.
"This public service program is consistent
with the aims of theatre owners
and managers in their efforts to inform
the public about films in current
release.
"Be it further resolved that all members
of TOA u.se such Green Sheet
services constructively in their communities.
"Be it further resolved by direction
of its board in meetini^ assembled in
Kansas City, Mo., that a letter of commendation
be prepared and sent to the
MPAA and to the Film Estimate Board
expressing the appreciation of TOA for
this continuing excellent service in the
public interest which we believe reflects
credit upon our entire industry."
200 to 250 reviewers from ten national or
ganizations, giving "consideration to a widt
range of tastes and objectivity of judg
ment."
Commenting on the new program. Het
zel said. "The motion picture industry believes
that the public should have the full
est possible information to help then)
choose the kind of film entertainment thai
best meets their needs.
"Many motion pictures today are created
for selective, discriminating audiences. Thd
subject matter of films has expanded, and
motion pictures— as they should—deal with
subjects appealing to different tastes and
interests.
"Many persons," he continued, "especially
parents, have felt they needed to know
more about pictures to guide their own
moviegoing and to direct the moviegolng
of younger members of the family. Hie
motion picture industry has recognized this
need and is doing something about It by
making available, on the widest possible
scale, the information in The Green Sheet.
This will enable parents to make up their
own minds.
"We believe." Hetzel said, "that the answer
in our society is free choice based on
information made available freely awi
widely.
"This is the ultimate control in our
democracy— the freedom to accept or re
ject— to value or condemn—to approve or
disapprove."
Para. Seeks Arbitration
NEW YORK—Paramount Is seeking to
force arbitration of clauses of a contracts
with Harry Romm Productions In a suit)
for SI. 000.000 filed in New York Supreme!
Court over the distribution of "Hey, L«fs'
Twist." Paramount is charged with not
using its best .sales efforts, failure to pay.'
money due from distribution and excessive
distribution fees.
BOxorncE March 9. 1964,

i
'
KANSAS
'
hard
.
business
!
ganization
I
film
TOA URGES CONCERTED EFFORT
TO CORRECT INDUSTRY ILLS
Use of 'Latent Power'
Advocated by Pres.
John H. Rowley
CITY—Theatre Owners of
America should continue to try "with every
means at our command"
to make a
concerted effort to
alleviate the ills of
the motion picture
industry. John H.
Rowley, TOA president,
told the midwinter
meeting of the
board of directors and
executive committee
in the Muehlebach
Hotel here Monday
1 2
John H. Rowley
1 . Rowley urged
TOA to "take a good
look at what is happening in our
and then take advantage of our
power."
latent
Pointing out that over the years, the orhad
been regarded as not being
concerned with trade practices—the
day-to-day business relationships between
buyer and seller—Rowley emphasized.
"TOA. in order to grow, must be responsive
to the wishes of its membership. Why
have a TOA unless it can accomplish things
that the individual cannot?"
He said TOA cannot and should not buy
for the individual members, but that
iit should be concerned with the general
trends and relationships among producers,
distributors and exhibitors.
Reviewing TOA activities since the last
board meeting in October, Rowley then
commented on the Hollywood Preview Engagement
plan and the three campaigns
in which the organization participated.
The program has been held in abeyance,
he said, because of the present product outlook,
which looked promising through the
summer. He said the program would not
be abandoned, but would be held in readiness
in the event the product situation
should change, adding that TOA had demonstrated
that pictures in so-called off
'seasons can do creditable business provided
they are properly exploited and given sufficient
exhibitor support.
< Speaking Tuesday at the Show-A-
Rama VII convention here, Rowley again
emphasized that TOA was taking a long,
hard look at certain trade practices and
the threat of pay TV. He called attention
to the construction and remodeling siu'-
vey published by BoxoFncE and warned
that a situation should be thoroughly
studied before new theatres were built, lest
such construction upset a delicate balance
of competition. In addition, he made reference
to negotiations currently under way
for merging of TOA and AUied States
Ass'n.i
Exhibition, he said, could not expect relief
in the television area, with Paramount.
Universal. MOM and other companies making
new packages available to TV. and
Allied-TOA Committee
To Study Merger
Kansas City—Jack Armstrong, president
of Allied States Ass'n, and John
H. Rowley, president of Theatre Owners
of America, named a joint committee
on Tuesday (3) here to further
explore plans and study the possibility
of the creation of a new national exhibitor
trade association. The committee
consists of four representatives
from each organization, who will meet
at an early date.
In addition, the presidents of the associations
announced that TOA and Allied,
after approval by their boards of
directors, would act jointly to protest
to each distributor the current practice
of blind-bidding, Armstrong and
Rowley said that if the practice were
not discontinued, the two organizations
would take such joint action as
deemed appropriate and necessary.
since the economics of the industry made
it virtually impossible to prevent such sales.
It was hoped, he told the board, that these
sales would be regulated and controlled to
have the minimum effect on product.
Admitting that the Premiere Showcase
Plan, such as instituted in New York,
threatened to change distribution patterns
as a whole, he said the final verdict on
the formula had not been made and it might
be too early for TOA to take an official
stand on the overall plan. But, he said, it
would be watched and studied .so that its
beneficial or harmful effects could be
weighed and judged.
Audience Award Plan,
Kiddie Films Probed
KANSAS CITY—The Theatre Owners of
America board of directors and executive
committee, meeting here Monday i2i. considered
methods to alleviate the shortage
of suitable pictures for children's matinees.
Robert W. Selig. vice-president of National
General Corp., reported that some interest
had been expressed by groups who might
be vvilliag to subsidize the production of
suitable programs.
A Congressman. Selig said, told him the
Small Business Administration might partially
finance such a program. Additionally,
he said, several philanthropic organizations
indicated they might partially subsidize
a program. The most likely source.
Selig said, might come from an arrangement
with Soupy Sales, a television personality
with a strong kiddle following.
One plan, he continued. In which local
personalities could tie in with Soupy Sales
on a stage-screen idea and including a
serial type program by Sales, has gone far
enough to attract the interest of a bank for
financing.
The TOA board and executive committee
endorsed the idea and asked Selig to
study It further. The board also voted to
continue development of a final Audience
Award Poll plan for a possible national
audience poll at the earliest possible time.
George G. Kerasotes, chairman of the
Production Code liaison committee, hailed
the expansion of The Green Sheet and the
TOA board passed a resolution pledging its
support to the expansion program. The directors
reaffirmed the Washington declaration
of March. 1961, pledging adherence
to the Production Code and to the principle
that films were entitled to the full
protection offered by the Constitution
and authorizing continuance and expansion
in scope of the TOA Film Content
Informational Service.
Kerasotes reported that Geoffrey Shurlock
of the Production Code Administration
admitted that film advertising appeared
to be a sore spot and that If exhibitors
complained loud and often
enough, the quality of advertising would
be forced to improve. The board voted for
the appointment of a subcommittee to
work closely with the Advertising Code
Administration on matters of advertising
content.
Lamar Sarra. chairman of the legislation
committee, reported that plans are continuing
on a campaign for repeal of the
admission tax. John Broumas. chairman
of the membership committee, said 38 new
individual members had joined TOA since
the October convention and that 30 were
added with the joining of the Glen Dickinson
circuit in the Kansas City area.
M. A. Kmcey reported there were Congressional
bills up for consideration on the
daylight time issue, and that John Rowley,
TOA president, will appoint a committee
to study all aspects of the fast-time
problem.
The board recommended the use of
patriotic trailers in theatres and discussed
other Issues such as pay television, community
antenna systems and non-theatrical
competition.
Texas COMPO Board Votes
To Afiiliate With TOA
KANSAS CITY—Members of the executive
board of Texas Council of Motion Picture
Organizations have voted to affiliate
with TOA, it was announced here Monday
i2i by John Rowley, TOA president and
a member of the Texas COMPO board. The
TOA directors officially welcomed the
Texas group as well as the new Indiana
uirit which became a member at the October
TOA convention.
Texas COMPO will continue to maintain
Its local Identity while performing tasks
Involving both exhibitor and general Industry
problems on the state and national
levels.
Commenting on the new affiliation, John
H. Stembler. TOA board chairman, said;
"TOA has added another strong link. This
orgaiiization has been a power house in all
industry affairs and we are mighty proud
and happy to have such an aggressive
group in our fold."
BOXOFFICE March 9, 1964

I
Neb.
exploitation
juvenile
shows
II
SELLING AT THEATRE LEVEL
ACCENTED AT SHOW-A-RAMA
Stress Is on Unity, Work;
Four Top U.S. Showmen
Receive Awards
KANSAS CITY—The seventh annual
Show-A-Rama. i-epresenting 40 states,
Puerto Rico. Mexico and several provinces
of Canada, added to its reputation as the
nation's top showmanship convention.
Three days of meetings, concentrated on
helping theatremen become better sellers
of their product, ended here late Thursda.v
with attendance at a new high.
This year, even more than in previous
Show-A-Ramas, the word was "Take home
a proven promotion idea and pay for your
convention trip." That the idea has caught
on is evidenced by the attendance, which
reached a total of 1,500. high for any kind
of industry gathering. A "wedding" between
the motion picture industry and television
was predicted
at the opening session
Tuesday by
George Murphy, keynote
speaker, and the
children will be better
than both parm
J ^ ents." The film in-
Wfr^^^ dustry may be a giant
r^ ^^^H that walks on three
Y ^^^^M legs, causing it to
i^^^^H make mistakes at
times, but with unity
George Murphy it will be able to cope
with all competition.
Mui-phy asserted. It was a mistake when
the industry stopped selling glamor and
dreams and turned to message-making
and psycho themes, the veteran actor said.
CANDIDATE FOR U.S.
SENATE
Murphy, a candidate for the U. S. senate
in California, commented that the film
Industry needs a representative in that
legislative body, and reminded that it was
an injustice for Congress to remove the
tax on all tickets except those of theatres.
Highlight of the closing session was the
Hollywood Star Luncheon on Thursday and
the presentation of the UTO Star of the
Year and Best Actress awards to Natalie
Wood.
Paul Ricketts, UTO president, welcomed
the conventioners. remarking that he
hoped he would not hear the word "exhibitor"
during the convention: instead,
he asked that "showman" be used. He owns
theatres at Ness City. Kas. Elmer Rhoden.
former president of National Theatres, was
at the opening session.
Fittingly, United Theatre Owners of the
Heart of America which has developed
Show-A-Rama. selected its Showmen of
America 1963. M. B. Smith, Kansas City.
Commonwealth Theatres advertising-promotion
head, presented the awards to four
theatremen selected by the UTO board.
The honored showmen then gave the conventioners
a sample of their competency by
presenting detailed plans for selling upcom-
California Pay TV Law Poses Threat
To All Theatres, Selig Reports
KANSAS CITY—A plea for assistance in
"*
the drive for an initiative in California to
end "for all time" the
threat of pay TV in
homes acro.ss the nation
was made at the
Show-A-Rama VII
convention here
Tuesday (3i by Robert
W. Selig, vice-
. president of National
'W. General Corp.
-.
^^BMad^^^^^
^^^
Asking theatremen
^^H^^r ^^^1 the opening-day
^^^^—^^^^ session to cast out of
Robert W. Selig their minds any idea
of Federal Communications
Commission authority for pay TV
testing or any pay TV proposal other than
the situation in California. Selig outlined
the problem faced in that .state.
The legislature in 1963. he said, "railroaded
through" a revenue act which
brought into being "as law" pay-TV for
California. As a revenue act. it provided
that one per cent of the gross would go to
ing releases.
The Top Showmen of America winners
and their campaign presentations:
Jesse L. Marlowe, manager of the Tennessee
Theatre for Martin Theatres. Nashville.
"A Distant Trumpet."
Eddie Forester. Dallas, advertising-promotion
director for Frontier Theatres:
"Pink Panther."
Don Rist, manager of the Senate, a Kerasotes
operation at Springfield. 111.; "Viva
Las Vegas."
Carl Hoffman, manager of the Omaha
I Theatre for Ti-i-States Theatres:
"Captain Newman."
Distribution sales managers were introduced
at the awards session, held on Wednesday
i4i by Dick Orear. president of
Commonwealth Theatres, as follows: Ernest
Sands. Allied Artists: Rube Jackter.
Columbia: Al Fitter. United Artists: H. H.
"Hi" Martin. Universal: Morris Lefko.
MGM. and Charles Boasberg. Paramount.
Wednesday was pay-off day. In addition
to the selling plans on new releases presented
in the morning, that afternoon
seven working showmen distinguished for
their successes bombarded the showmen
present with four hours of money-making
ideas.
There was Oscar Brotman, owner of outdoor
and indoor theatres at Chicago, who
electrified his listeners when he showed
them inexpensive tricks In merchandisim,'
that bring in the customers. He detailed
an "Invasion of
"
Mars which
he has used at his Oasis Drive-In four
years straight and took in $25,000 at the
the state and one per cent of the gross t
the municipality granting a pay TV fran
chise. "The act," he continued, "wa
shoved through unanimously, withou
debate.
"You may ask 'What does this mean t
me?' " Selig .said, "It means you are gotai
to get it. too. I will say flatly, unequivocal
ly and without hesitation, 'Your theatre 1
in danger.' "
Since the passage of the pay TV measur
in California, he said, a large, broad ant
interested front of opposition has de
veloped.
"All we've tried to do," he said, "Is giv«
the people of California a chance to ex
press themselves through an initiative elec
tion. Let the people decide."
It costs 50 cents to $1.00 to get each
petition signed, Selig added.
"There is a movement across the Unitec
States for the same, identical kind of law
that we now have in California," he con
tinued. "And if this initiative fails, yoi
will have pay TV in your state."
boxoffice, and he passed out booklets with
step-by-step program for putting on thi£
bonanza at most any alrer.
Harold Wyatt. district manager of Na-t]
tional General Theatres, Los Angeles
proved to the satisfaction of the critica!
showman that Burton Holmes Ti-aveloguef
can tap the over-35 "lost audiences" and
prove a goldmine at the boxoffices.
Jack Frazee. Chakeres showman of Dr
bana. Ohio, told how to get along with
merchants and make money by selUne*
them tieups and sponsored shows. William
Hastings, manager of RKO Theatres" In
ternational 70 Theatre in Denver, opened
new vistas of extra revenue for the alert
theatre operator.
How to set up profitable scholastic
achievement
< > was related
by Ed Kidwell. Frontier Theatres manager
at Roswell. N. M.
Promotions that lifted a declining pa
tronage well into the profit column were
broadcast by AI Goddard. Community Theatre.
Kingston. N. Y. Buck Prewitt. Varla.
Drive-In. Jackson. Miss., put the spotlight
on the big profits available In special combinations
backed by sharp merchandising
Tommy Noonan. actor and writer, who
has appeared In a number of films, mostrecently
"Promises! Promises!" for Har-!
lequin International, made appearancesi|!
during the convention to promote "3 Nutsi
and a Bolt." released by George Reganiji
Film Distributing Corp. of Chicago.
.Nliirc oil Show -.\-K;inia. Pace 9
BOXOFFICE March 9, 1964

j—rr ^<
m \
1964,,,^
SAMUEL
BRONSTON'S
firfestt
WILL WIDEN THE
HORIZONS OF THE
MOTION PICTURE
WORLD

SAMUEL BRONSTON'S
Directed by HENRY HATHAWAY
WILL BE PRESENTED IN
tJECQECE!
STARTING IN JUNE:
The Planning:
From the inception of its production planning, Sannue
Bronston's "Circus World" was conceived in ternns of
special screen process for its presentation.
Its unusual 'round-the-world story had to be thought of ir
ternns of audience-innpact beyond the ordinary.
The Product:
"Circus World" is not only big, not only breathtaking — bu
overwhelnning in its sheer shownnanship and entertainnnen
Scene by scene, and star by star, it is screen-filling nnotior
picture pleasure.
The Presentation:
Accordingly, the release of "Circus World"— in Cineranna — i:
being tinned to insure nnaxinnunn penetration, to audience:
of all ages. It is an engagennent destined to widen th«
horizons of the motion picture world.
SAMUEL BRONSTON presents JOHN WAYNE- CLAUDIA CARDINALE-RITA HAYWORTH
in "CIRCUS WORLD"- Also starring Lloyd Nolan - Richard Conte - John Smith • Directed by
Henry Hathaway -'Music by Dimitri Tiomkin - Screenplay by Ben Hecht and Julian Halevy
From an Original Story by Philip Yordan - Executive Associate Producer, Michael Waszynski
Produced by Samuel Bronston - Technicolor*
In (general "l^elcasc in 1965 by 'Paramount 'Pictures 'Mr^:>.

'
He
I
may
-
:
"
Technicolor to Present
l»iS>.°5?5"i*!!:''.
KANSAS CITY
lations
diiector
Curtis Kent, public refer
Technicolor, Inc.,
speaking at the
Show - A - Rama VII
convention here
Tuesday < 3 ) , re-
\ealed that his coml)any
is preparing a
Technicolor Showman
of the Year"
award and sales aids
in its effort to "get
the Technicolor
message back on the
theatre marquees of
the nation."
Curtis Kent
With Technicolor's
'50th anniversary upcoming in 1965, Kent
said the company soon would reveal details
of its "Technicolor Showman of the
;Yeai-" award and would make available
jpennants with the word, "Technicolor," for
iuse on marquees and in lobbies. Kent also
md the company had in preparation several
new processes, among them, Technibcope,
and its latest, Technivision 70.
urged theatremen to take advantage
)f the prestige of the Technicolor name in
:heir advertising and on the theatre marluees.
"What catches the imagination of
he prospective patron to your theatre?"
;ie asked. "What makes him choose the
Inovie he chooses to see? It would be
iidiculous for me to stand here and say
Technicolor is what first sells a person on
>eeing a movie, but I do believe with all
ny heart that it is one of the pluses that
lould swing the pendulum in your favor,
lecause as you know, in any aspect of sellng
there is one little plus that makes a
lale."
Regional Head Explains
jBA Theatre Loans
KANSAS CITY—The functions of the
mall Business Administration in assisting
heatremen to obtain loans and to better
usiness management were discussed at the
how-A-Rama VII convention here Tuesiay
(3 1 by C. I. Moyer, regional director
the government agency.
if
Pointing out that the theatre industry
low is rallying from the initial blow dealt
y television, Moyer asserted that theatre
Dnstruction and remodeling showed a
larked increase in 1963 and added that
the futui'e portends well" for continued
iiilding and renovation.
"If you are planning remodeling and
eed assistance in financing," he told the
leatremen, "the SBA will give consideralon
to your problems and its assistance."
heatres, he continued, are eligible for aid
cm SBA, if the annual gross does not
;ceed $1,000,000.
He outlined three of the plans of action
•ailable from the agency to help theatre
en obtain financing for improvements or
imstruction. The SBA, he said, may help
lie theatreman obtain a straight bank
an, it may participate in such a loan, or
make a direct government loan to
He theatreman. The agency can lend as
uch as $350,000. he added.
Most loans, he said, are for ten-year
i^riods. The current interest rate is five
:'r cent and, in area redevelopment areas,
ie interest is four per cent.
Promotions and Concessions Forums
At Show -A- Rama Are Informative
KANSAS CITY — The Show-A-Ram:i
session on the final day. Thursday i5>
was devoted to promotions and concessions
operations in both indoor and outdoor
theatres, with emphasis on smalltheatre
and small-town situations.
J. T. Hitt, Bentonville, Ark., past-president
of the Arkansas Theatre Owners, discussed
some successful showmanship ideas
which bore fruit at the boxoffice. One
such plan which has been going on for
several years is a Wednesday matinee
kiddy summer show which is sponsored
entirely by one local merchant, a grocery
store, which, in turn passes along the
costs to its suppliers. Parents must pick
up the free tickets at a point in back of
the store which is reached after walking
through the entire store and being exposed
to the merchandise. Purchases are
not required, however, since traffic is
what the sponsoring store wants.
The theatre benefits not only by having
as much as a quarter-page devoted to the
kiddy show in the grocery's one or twopage
ad at no cost, but sometimes the
complete weekly program is included.
Hitt believes that fom- or five radio
spots mean nothing, and uses a minimum
of 20 daily spots before opening a picture
which is suitable for radio promotion, cutting
down afterward.
"Fii-eworks—Do-It-Yourself Style" was
the subject of an extremely informative
talk by Jim Cook of the Tivoli Theatre
and Dude Ranch Drive-In. Maryville. Mo.
He detailed how to build, raise and fire
"set pieces." such as a 9xl2-foot American
flag, a bucking bronc, a profile of a sixgun
about 15 feet long and five feet high
with a Roman candle in it which starts
firing. The set pieces are built big so they
can be seen from all over the area.
Virgil E. Odell. Caldwell. Ida., president
of Mountain States Theatre Ass'n. told of
UTOHA Passes Resolution
Endorsing Green Sheet
Kansas City—The United Theatre
Owners of the Heart of America passed
a resolution at its Show-A-Rama convention
here endorsing The Green
Sheet. The resolution submitted is as
follows
"Because the plans for expanding the
distribution and, therefore, the ser\ice
of The Green Sheet, both to the general
public and to theatres, the I'nited Theatre
Owners of the Heart of .-Vmcrica
endorses this program.
"Giving widespread circulation to
such a fine medium of information on
the content of motion pictures has long
been a need. It provides theatremen
with an extraordinar>- opportunity to
foster goodwill in their communities,
both among regular and potential patrons,
therefore.
"Be it resolved that all members of
I'TO of the Heart of .\meriea participate
in making use of The Green Sheet
to the fullest possible extent."
a special "dinner night" promotion when
about 20 cents was added to the price of
an individual ticket with the offer of a free
hamburger and drink, or a chicken dinner.
This greatly increased the per-patron take.
as against a dollar-per-car price.
Bill Proctor. National General Corp.,
Beverly Hills. Calif., told of the importance
of going behind the concessions stand or
cafeteria while it is in operation to see
how it can be improved.
Bill Slaughter. Rowley United Theatres.
Dallas, told the audience they should go
home and re-examine their situations and
look for improved methods of selling at
higher prices.
"There is no place for an order taker
in a concessions," Lloyd Hirstine of the
Capitol Drive-in Theatre. Des Moines, said.
"You must have a sales force." According
to Hirstine, the weakest greetings an attendant
can give a patron are: "May I
help you?"—Something for You?"—What
Will you have?" and "Do you want something?"
The customer should always be
given a choice between something and
something, and then a related item should
be suggested.
Lee Joehnck, Commonwealth Theatres,
Kansas City, discussed a number of special
promotions used by his circuit in recent
years to activate the patron to come
to the stand. Among these were steak
knives, with the first one given free at the
boxoffice to start a set, and the others
promoted by trailers, hand-out coupons
and poster displays.
Bev Miller, who operates three drive-in
theatres in this area, received the award
presented by Ed Lachman, president of
Lorraine Carbons, Inc., as "The Outstanding
Showman of Show-A-Rama.
The top attendance prize went to L. H.
Rockhold, manager of Fox Midwest at
Winfield, Kas., who won a two-week vacation
trip to Acapulco for two, with a
stopover at Mexico City. Nathan Jacobs.
publisher of Movie Guilde. had offered a
$100 bonus if the winner was a subscriber
of that promotion magazine, but Rockhold
was not.
New NSS Promotion
Described by Mel Gold
Aids
KANSAS CITY—New promotion aids were
announced by Mel Gold, sales manager for
National Screen Service, at the Show-A-
Rama convention. NSS is set to go into
production with a new ten-minute intermission
clock trailer for drive-ins. It is fully
animated: each minute segment includes a
15-second sequence, with 45 seconds open for
local advertising. Gold presented Cinemotion
as NSS's "hottest new promotion aid." It's an
animated trailer-like service for use with
lobby 40x60s and on the marquee.
National Screen also is introducing
a new de luxe "Go to Church" trailer in
color and new reflector decal signs.
Tommy Scmds to Visit Ten Cities
HOLLYWOOD—Tommy Sands has been
set for a ten-city promotional tour for
Warners' "Ensign Pulver" beginning in
mid-March in Chicago.
JXOFFICE March 9, 1964

"
:
;
,
Wonderama Unveiled;
New Screen Process
PLAINFIELD. N.J—A niw and ii'volutionaiy
scicen process known as Wonderama
was unveiled for the press here
on Wednesday i4i at the Strand Theatre.
The innovation was the result of an electronic
and prismatic lens invention which
involved the priming of the picture frames
vertically in two halves instead of horizontally.
The two parts are projected and
joined together by two prismatic optic
lenses to fill a screen, as in the Strand,
more than 60 feet wide, more than 21 fee;
high and a depth in the center of 20 feet.
The first picture to be shown in the new
process was "Mediterranean Holiday." in
which 20 teenage sea cadets sail a threemasted
clipper ship to Mediterranean
countries. It is a Continental Distributing
release, a division of Walter Reade-
Sterling. Inc.. which also controls the
process.
Wonderama was designed to provide an
evenly lighted picture through the use of
one light source, with that light providing
double the brilliance normally u.sed in
theatre projectors. The Wonderama picture
uses 140 amps of electricity against
the normal 65 amps.
Reade-Sterling claims it is the first
system to be developed in which two separate
pictures can be shown from one projector
and. therefore, the first of its kind
that can project a motion picture in depth
on a curved screen from a single unit.
Ordinarily, it was said, it would not be
possible to project depth on a curved
screen with only one lens, because it would
be impossible to obtain a clear focus at
different depths. Wonderama does this by
dividing the picture and projecting the
parts through prismatic lenses. It can be
attached to any 35mm projector.
The process was invented by Dr. Leon
W. Wells, who was born in Poland and
educated in Munich. He came to the
United States in 1949 as an exchange student
to study at Lehigh University. Bethlehem,
Pa. He holds many awards.
According to the brochure on Wonderama,
prepared by Rcade-Sterling, the
key to the process is in the special 35mm
print which can be run through a standard
projector to produce a giant image on
the screen. The .special twin lenses divide
the film into two halves, printed vertically
.so that the joining point is invisible. An
electronic choke reduces the intensity of
the light at the point where the images
meet, resulting in absolute illumination
with no distortion.
It is claimed that the deeply curved
screen and lenses can be installed on any
35mm projector in a matter of hours without
changing anything on the projector.
First Print From Europe fo AA
HOLLYWOOD — Fnst print of "Train
349 From Berlin," starring Jose Ferrer and
Sean Flynn, son of the late Errol Flynn,
has been delivered to Allied Artists from
Europe, where the Ray Ventui'a-Hans Oppenheimer
production was filmed in
actual locales. The picture, which will be
distributed by Allied Artists in the western
hemisphere, was directed by Ralph Heedrich
and costars Nicole Courcel.
All Four of
Winners on Oscarcast
HOLLYWOOD— Anne Uancroft, winnci
of last year's Oscar in the best performance
1963's Acting
by an actress category for "The Miracle
Worker," will appear as a presenter on the
36th Annual Awards Show, April 13,
George Sidney, producer of the Academy
of Motion Picture Arts and Sciences' presentation,
announced.
This insures the appearance of all four
of last year's acting whinners. Gregory
Peck, winner of the best performance by
an actor "Oscar" for "To Kill a Mockingbird,"
Ed Begley, winner of the supporting
actor statuette for "Sweet Bird of Youth."
and Patty Duke, winner of the supporting
actress trophy for "The Miracle Worker."
having prcviou.sly been named to the show.
In keeping with Academy tradition of
having actress present to actor and vice
versa. Miss Bancroft will present the
Award to the winner of the Oscar for the
best performance by an actor; Peck to the
winner for the best performance by an
actress; Begley to the winner for the best
performance by a supporting actress; and
Miss Duke to the winner for the best performance
by a supporting actor.
The appearance will mark Miss Bancroft's
first at the Awards Show, a Broadway
commitment having prevented her
from attending last year. Joan Crawford
accepted the Oscar for her.
The growing star-studded cast also includes
Sammy Davis, jr.. Rock Hudson.
Jack Lemmon. Sidney Poitier. Donna Reed.
Debbie Reynolds and Edward G. Robinson
Lemmon will act as master of ceremonies,
while Davis will be spotlighted in a special
musical segment.
Jack Martin Smith has been appointed
art director for the presentation. Smith
will be replacing the previously announced
Ted Haworth. who was forced to relinquish
the assignment due to a conflicting overseas
picture commitment. Smith has been
nominated three times for art direction
achievements, in 1949 for "Madame
Bovary." in 1956 for "Teen-Age Rebel" and
is a current nominee for "Cleopatra."
UA Distributes Oscar Kit
Geared to Nominations
NEW YORK— United Artists is
distributing
a special Academy Awards Kit to include
written, photographic and filmed
material on the seven motion pictures released
by the company which have been
nominated for a total of 27 Oscars this
year.
A special inclusion in the Kit will be
unique short television featurettes on
16mm presenting scenes from the UA
Academy Award nominees. Also contained
in the Kit will be biographies and
portraits of the individual nominees, scene
•Stills from the UA contenders, and production
background information.
United Artists has scored an Impressive
sweep of this years nominations with its
27 selections representing the following
films: Tony Richardson's "Tom Jones,'
Ralph Nelson's "Lilies of the Field," Stanley
Kiamer's "It's a Mad, Mad. Mad. Mad
World." Billy Wilder's "Irma La Douce.
John Sturges' "The Great E.scape." Hal
Bartlctt's "The Caretakers" and Mirisch'^
"Toys in the Attic."
,
Bronston Productions
In Reorganization
NEW YORK -Saiiiu. 1 I'.ioiLion HrodU(
tions. Spanish-ba.si(i pi udiu i-i ,-
of "Tl
Pall of the Roman Empire" and "Clrci;
World." both to be distributed in 1964 t
Paramount Pictures, is going through
financial reorganization and has n
trenched both at its distribution office 1
New York and at the Madrid studios, at
cording to word received here.
As a result of a decision reached late I
February. Pierre Du Pont III of Wilminj
ton. an original backer for Bronston glnti
the time he first embarked on his large
scale Spanish -made spectacles, has pel
tioned for a trusteeship under which Bror
ston has made voluntary assignment of h
company's assets to Du Pont, as chii
creditor. Jesse Moss, New York lawye
has been named trustee.
Bronston's chief asset is his inventory c
the two productions to be released t
Paramount in the western hemispher
these made at a total cost of $24,000,00
Paramount will take over general distrlbi
"
tion of "Circus World in 1965 foUowlr
its initial release in Cinerama, starting 1
June. Two other forthcoming Bronsto
productions. "Night-Runners of Benga
and "Suez." both of which were to sta;
production in 1964, are also committed 1
Paramount. In addition, a recent agre<
ment was made with Cinerama, Inc., U
the production of two other Bronston pic
tures. "Paris 1900" and "Brave Ne
World." the former originally scheduled 1(
filming under Vittorio De Sica's directioi
starting in June. All future steps are b«
ing made after consultation with Du Pon
Bronston's revenue is currently fort!
coming from two pictures released by Alllt
Artists in the western hemisphere.
Days at Peking," released in 1963, and
Cid, released in 1962. Bronston has mac
"
deals for these overseas witli individui'
distributors in various foreign countrle
including the J. Arthur Rank Organizatia
in the United Kingdom and the Brltlsjl
Commonwealth.
With the recent completion of "Clrct J\
World." the Bronston Studio in Madrtj
has been idle and many people were dli||
mi.sscd while the New York office staff s,
which produced "The Kail of thf
Roman Empire" and "C'irra> World."
Paramount's position, under its agrrrment.s
with the Bronston companies (or
the release of these pictures in the
western hemisphere, is fully protected
by contractual safeguards and the di-stribution
of these pictures b. proceeding
entirely as scheduled. Balaban said.
10
BOXOFFICE March 9, 19 • l^

' which
TESMA'
Pacific
at
—
'echnicolor Net, Sales
leach Ail-Time Peak
NEW YORK—Patrick Frawley, chairlan
of the board and chief executive ofcer
of Technicolor, Inc.. announced that
le 1963 net sales and net income for the
DUipany are the highest since it was
)unded in 1915. The company earned $3.-
92,034, or $1.21 per share ion 2,875,984
lares outstanding at Dec. 28, 1963 1 for
le fiscal year 1963, as compared to the
ported earnings of $149,969 or six cents
er share ion 2,640,478 shares outstanding
t Dec. 29, 19621 for the fiscal year 1962.
et sales for 1963 were $78,715,606 as comjred
to the reported total of $57,927,893
)r 1962.
If the 1962 earnings had included the
irnings of those companies acquired in
)63, and the company's equity in the unstributed
net income of the foreign afliates
for that year Uo conform to a
lange in accounting policy adopted in
163 1
the 1962 net income would have
en $607,947 and the net sales would
ive been $61,033,332. Sales for 1963 of
'8,715.606 were 29 per cent greater than
le restated 1962 total. The 29 per cent
crease in sales came primarily from the
otion picture and consumer photographic
visions and the Marshall Burns compans.
Pi-awley stated that "management believes
at 1963 established a new plateau to
ork from and we look forward to conlued
improvement in over-all company
lerations and earnings in 1964."
MPTE Meeting Will Show
aboratory Equipment
NEW YORK—A feature of the equipent
exhibit of the Society of Motion Picre
and Television Engineers' semiannual
:hnical meeting is certain to be motion
:ture laboratoi-y equipment. Already
;ned up for the gathering, to be held
iril 13-16 at the Ambassador Hotel in
s Angeles, are six companies which will
ow new printing equipment, five which
11 show processing equipment and three
lich will show editing equipment.
Other laboratory exhibits will include a
wer film rewinder, automatic thennal
its, stop-motion flashlight and transission
dessitometers.
itchcock's 'Mamie' Set
y Universal for Summer
NEW YORK—Milton R. Rackmil. presi-
U of Universal, has concluded final
angements with Alfred Hitchcock for
newest picture, "Marnie." to be re-
!sed throughout the U.S. in mid-July.
'e picture stars Sean Conncry, star of the
JTies Bond pictures for United Artists.
Id "Tippi" Hedren, who played the lead
(Hitchcock's "The Birds."
EA to See 'Dolphins'
JEW YORK — Universal will screen
land of the Blue Dolphins" for execu-
?s of the National Educational Ass'n
fursday il2i in Washington. Producer
bert B. Radnitz and Universal publicity-
'imotion executives will attend. The novel
the film is based has been ap-
''ved for reading courses in many schools.
Three Wynn Generations
To Appear in
Hollywood — Three
'Patsy'
generations
of a famous acting family will appear
in Jerry Lewis' picture "The Patsy"
now that Ned Wynn has been signed
to join his grandfather, Ed Wynn and
his own father, Keenan Wynn, already
working in the Paramount release.
Lewis is starring in and directing
the film.
NGC Has Over 170 Theatres
For Closed Circuit Kickoff
HOLLYWOOD—Kickoff of the first
theatre
closed-circuit network featuring entertainment—instead
of boxing fights
will be launched Saturday il4i, at 11;30
a.m. in over 170 theatres throughout the
United States and Canada with an audience
estimated at 500.000—mostly teenagers.
The history-making event will headline
the Beatles. England's hottest sensation,
who will be seen in concert as performed
in the Washington, D.C. Coliseum. They
will be preceded on the program by the
Beach Boys, America's popular surfing
group and Lesley Gore, who will originate
their end of the show from the west coast.
The show will have two matinees each
on Saturday and Sunday 1 i
14. 15 11:30
a.m. and
i
again at 2 p.m. timei.
Locally, it will be seen in over 25 theatres.
including the Orpheum. Wiltern. Pox Wilshire.
Village Westwood. as well as at the
Shrine Auditorium. Santa Monica Civic
Auditorium and the Valley Garden Arena.
TESMA, Allied to Combine
Tradeshow Oct. 19-22
DETROIT—Theatre
Equipment & Supply
Manufacturers Ass'n
i
and Allied
States Ass'n have announced jointly
that they will be associated in the presentation
of a motion picture industry tradeshow
October 19-22 at the Sheraton-Cadillac
Hotel here concurrently with their convention.
President Larry Davee. of TESMA and
president Jack Armstrong of Allied made
the announcement with Allied convention
chairman William Wetsman. of Wisper-
Wetsman Theatre. Detroit. Milton H. London.
Alhed's executive director and Merlin
Lewis. TESMA's executive secretary who
will handle details of the tradeshow.
Plans are to reserve Monday. October 19
for exclusive attendance at the tradeshow
for manufacturers of theatre equipment
and theatre equipment dealers.
Earnings of Glen Alden
Up Since List Merger
NEW YORK — Glen Alden Corp.. of
which RKO Theatres is a subsidiary, has
reported its 1963 earnings were the highest
since its merger with List Industries. Albert
A. List, board chairman, said the
total was $7,898,000 on sales and revenues
of $118,765,000. equal to $1.43 a share, compared
with the 1962 figure of $7,514,000 on
sales and revenues of $115,004,000. Unaudited
result^s for January 1964 reflect a
profit of $7,100,000.
Allied Pays Tribute
To Burton Robbins
DETROIT—Burton E. Robbins. president
of National Screen Service, was highly
praised in an editorial
appearing in the
March issue of Allied
Report, monthly news
and information bulletin
distributed nationally
to Allied
States Ass'n. Excerpts
from the editorial follow
:
"Burton E. Robbins.
illustrious son of
. .
. .
an illustrious father,
arrived at the age of
44 on February 2.
Burton E. Robbins
just past. And it on that date that the
was
company which he heads. National Screen
Service, started a 90-day "President's Sales
Drive" to honor him ,
"Shortly after becoming president of
NSS some six months ago. Robbins announced
to the press the need for showmanship
techniques and merchandising
methods at the local level and he pledged
his firm's talents and resources to the exploration
of new promotional ideas, also
expressing the need of revamping his company's
policies to meet the requirements
of the 'new show business.' . . .
"As he set out re-evaluating his company's
objectives, he surrounded himself
with top executive talent, drawn from both
NSS and affiliated industries. The move
provided a new youthful, yet experienced,
'management team' with a strong right
arm in the person of Robbins' well-trained
twin. Norman, who became vice-president
and general manager .
"Burton E. Robbins is backing up his
slogan. Showmanship Is Our Business'
with a display of personal showmanship
that is a timely and necessary hypo for
the motion picture industry."
Para.-Sony in New License
For Chromatic Color TV
NEW YORK—Paramount Pictures and
Sony Corp. of Japan have entered into a
new license agreement which lowers the
royalty rate payable by Sony and giving
to Sony the right to manufactuie and sell
in the U.S. color television tubes and sets
embodying the Chromatic principle of color
television, which they developed.
Sony officials reaffirmed the statement
they made in 1962. when they were originally
licensed to exploit the Chromatic
color TV tube in Japan. Sony's work in the
past two years in connection with the tube
has developed the process to a point where
they expect to be able to offer color television
sets embodying the Chromatic principle
for public use in the near future.
NSS-CDA Ad Tieup
MOBILE, ALA.—Cinema Distributors of
America has announced a tieup with National
Screen Senice to handle all advertising
on "The Flesh Eaters," newly released
science-fiction horror film, according
to Robert Steuer, CDAs executive \acepresident.
Steuer said that CDA has designed
all of the advertising material. Including
theatrical trailers.
'XOFnCE March 9. 1964
II

A GIRL ON THE VERGE OF WOMANHOOD..
A WOMAN ON THE EDGE OF LONELINESS^
BOTH SUSPICIOUS
OF AFFECTION,
YET STARVED
FOR LOVE!
m
V
f>V
_jM$

JOMMIllS
N
ROSS HUNTER'S production
OF THE ACCLAIMED BROADWAY AND
LONDON STAGE SUCCESS!
A
J
f-
il\
_)
,;u ^,\ //
TECHNICOLOR
EDITH EVANS- FELIX AYLMER
ELIZABETH SELLARS
Screenplay by JOHN MICHAEL HAYES
Directed by RONALD NEAME • Produced by ROSS HUNTER
A Quota Rentals Ltd. Picture • A Universal Release
OPENS RADIO CITY MUSIC HALL
for the SUMMER SEASON!
from Universal 1

vine's astute direction, the two great actt
,
:
)
'.
\
fine emotional climax. Under Peter Qleli
li
give truly fine characterizations, ones t j
be long remembered.
In support are two of Britain's knight
actors. Sir John Gielgud, who contributes'
j
suave, elegant portrayal of King Louis V'|
of France, a comparatively brief role whlij
adds some lighter touches, and Sir DonaM
Wolfit, who is an outstanding figure
'•
jealousy and discontent as Becket's enenr,
the Bishop of London. These two. wl
young David We.ston, playing Broth
John, a Saxon monk, who first resents ai
then becomes devoted to Becket, ma:
their every scene count.
While women play a minor part In tl I
Peter O'Toole as King Henry II (left! and Richard Burton as Thomas Becket
in Hal Wallis' production of "Becket," in Panavision and Technicolor.
FEATURE
REVIEW
^Becket'
Paramount
By FRANK LEYENDECKER
PRODUCER HAL WALLIS, whose productions
over the years have won a
total
of 32 Academy Awards, has put forth his
finest effort in this British-made picturization
of the London and Broadway stage
hit—a magnificent film certain to be
nominated for many Academy Awards next
year and likely to garner an Oscar for
Richard Burton for his superb portrayal
of Becket. Certainly the soft-toned Technicolor
photography of Gteoffrey Unsworth,
which captures the rich interiors, many of
them reconstructed on the Shepperton
Studio's stages, and the incomparably beautiful
exteriors along England's lonely coastline
are visual masterpieces, rarely, if ever,
excelled on the screen.
Although Edward Anhalt's screenplay,
based on the Jean Anouilh play, re-creates a
tempestuous part of English history In the
late 12th Century, with its intrigues, adventures
and pageantry, the human story
of the devotion between Becket and King
Henry n and their later breakup which
culminates in the murder of Becket inside
Canterbury Cathedral, is always uppermost
and makes for a tremendously moving
drama.
With Burton so much in the news, in
the current film "Cleopatra," on the
stage In John Gielgud's production of
"Hamlet" and offstage, as well, and Peter
O'Toole so recently acclaimed for his
"Lawrence of Arabia," the picture has
strong marquee allure, both for the
sophisticated patrons who saw or read the
play and the mass audiences. The re-
14
served-seat engagements in key cities
should build up strong interest for the
later regular runs. The picture has already
been given special awards by Parents'
Magazine, Scholastic Magazine and Seventeen
and Photoplay, and Saturday Review
calls it "a imique triumph." Life and other
magazines have scheduled large space for it.
Burton, as the soft-spoken, withdrawn
Becket who changes from a pleasure-loving
young man to a deeply-religious figure
after he is made Archbishop of Canterbury,
is splendidly complemented by Peter
O'Toole, as the mercurial, hot-tempered
and flagrantly amorous ICing Henry II.
Burton's performance increases in intensity
while O'Toole's becomes more flashy, unpredictable
and compelling right up to
"BECKET"
Hal Wallis production for ParamounT reicose
Running time: 148 minutes, plus intermission
In Ponovision: 2;55-l and Technicolor
CREDITS
Produced by Hoi Wollis. Directed by Peter
Glenville. Screenploy by Edward Anhalt. Based
on the ploy by Jean Anouilh. Production designer,
John Bryon. Editor, Anne Coates. Musical score,
Lourence Rosenthol. Conductor, Muir Mathieson.
Cincmatographer, Geoffrey Unsworth- Assistant to
the producer, Richard McWhorter, Production
manager, Denis Holt. Art director, Maurice Carter.
Costume designer, Margaret Furse. 1 st assistant
director, Colin Brewer. Camera operator, Ernest
Doy, Set decorator, Robert Cortwright. Set dresser.
Potrick McLoughlin. Scenic ortists, FerdinorKj Bel-
Ian and Simpson Robinson,
his
THE CAST
Thomos Becket Richard Burton
King Henry II Peter OToole
King Louis VII of France John Gielgud
Gilbert Folliot, Bishop of Donald Wolfit
London . . .
Queen Matilda
Martito Hunt
Queen Eleanor Pamela Brown
Pope Alexander III Poola Stoppo
Cardinal Zambelli Gino Cervi
Brother John David Weston
Archbishop of Canterbury Felix Aylmer
Henry II Barons. .. .Nioll MocGinnis, Percy Herbert
Christopher Rhodes, Peter Jeffrey
Gwendolen Sian Phillips
Robert de Beaumont, Duke of Leicester
Inigo Jockson
Peasant's daughter Jennifer Hilary
Bishop of York Frank Pcttingcll
and John Phillips, Veronique Verxlell, Gerald Lowson,
Hamilton Dycc, Linda Morlow, Patrick Newoll,
Riggs O'Hora Grohom Stark, Mogdo Kopke, Gooffrev
Boyldon.
proceedings, Martita Hunt has two fli
scenes as the caustic Queen Mother ai
Pamela Brown also does well as Kli:
Henry's passionless wife. Queen Eleanc
Sian Phillips has one touching momei
and Jennifer Hilary, Veronique Wendt
and several other beautiful girls a
suitably cast as wenches and whores, tern
which "Tom Jones" has made acceptab
in today's period films. Felix Aylmer, i
an elderly Bishop, Niall MacGinnis, Pere
Herbert and other top British players a)
also excellent and two familiar Italia
actors. Paola Stoppa and Gino Cervi, ignll
one splendid scene as the Pope and h
adviser in a Rome sequence.
In addition to Unsworth's notab;
camerawork, which often resembles ol
English tapestries, the highest praise is dt
to John Bryan, for his production designi
Margaret Furse for her rich and authentJ
period costumes, and Laurence Rosenthi
for his musical score, which is hauntln
yet never distracts from the film's dram
and visual beauty and it is well conducta
by Muir Mathieson.
In the final analysis, the film revolve
around Becket and his King Henry n an
it is Richard Burton and Peter OTOoli
under Peter Glenville's direction, wh
bring these famed medieval figures to vlvl
life on the screen and make Hal Wall!
superlative production one of the screen
historical
triumphs.
Universal, Decca Declare
Quarterly Dividends
NEW YORK—The board of directors (
Universal Pictures has declared a quarter!
dividend of 25 cents per share on tl:
common stock, payable March 27 to stocli
holders of record March 17. 1964.
At the same time, the directors of Decci
Records declared a regular quarter!
dividend of 30 centos per share on the con:
pany's capital stock, payable March 30 t
stockholders of record March 16, 1964.
i
London to See 'Becket'
NEW YORK — Paramount has schec«
uled Hal Wallis' "Becket" for an overset,
premiere March 25 at the Plaza Theatre 1;
London. It will be presented on a reservecj
.seal, road-show policy.
BOXOFFICE March 9. 196,

I
: The
I
. . Comedian
. . Maureen
which
'f^oUtfjCW^ ^cfront
piGHT MORE productions for lensing
during March are announced. The
eight are in addition to the seven new
films reported last week on this page,
making a total of 15 new features currently
before the cameras. The lineup by
companies follows:
COLUMBIA
Mickey One. Arthur Penn. who produces
and directs this film, which will be
shot on location in Chicago, will costai
Hurd Hatfield and Warren Beatty in this
one. The suspense comedy by A. M. Sur-
]gal finds Hatfield playing an impresario
and Beatty a night club star in a bigcity
atmosphere with night club over-
;ones.
NITED ARTISTS
GoLDFiNGER. Thls Eon production starring
Sean Connery will be lensed partly in
[he United States and in England under
[he Harry Saltzman and Albert R. Broccoli
reins. The attempt to rob Port Knox,
tcy., was written by Ian Fleming and will
be shot in color.
How TO Murder Your Wife. Charleston
.^'reductions, owned by Gordon Carroll and
Cieorge Axelrod. will roll on this Richard
Juine directed script by Axelrod. who
vrote the original for the satire. It was
mblished by Houghton-Miflin. Jack Lemnon
goes with the shapely Virna Lisi Miss
i
pisi doesn't speak English, as yet) in a
jtory of a gay old bachelor who decides
tfter his marriage that he has had enough.
nd goes out to mui'der his spouse. It will
e shot in color.
Kiss Me Stupid. This Mirisch produc-
;ion from the team of Billy Wilder and
j. A. L. Diamond, will be produced and di-
^cted by Wilder with Eiean Martin. Peter
ellers, Kim Novak and Felicia Farr playig
in a comedy about a night club singer,
^ho is supposed to be the world's greatest
)ver. In a small town he becomes involved
(ith an amatem- songwriter, and the fun
pgins. It will be shot in color.
Beatles. Walter Shenson, producer,
las assigned director Richard Lester to the
ory about the popular Beatles, which will
: lensed abroad. The vehicle for bringing
le group to the screen hasn't been written
yet.
NIVERSAL
,McHale's Navy. This successful tele-
show will now go the route into a
Sion
I-length feature film. Si Rose has
light
,
all his scripts into 1964-65 for the
show, and Ed J. Montaigne will proce
this one from a script by Frank J.
1 and G. Carleton Brown. The Navy
jys, who have them rolling in the homey-set
aisles, are headed by Earnest Borg-
Jie, Joe Flynn. Tim Conway. Carl Ballanje,
Gary Vinson. Bill Sands. Yoshio Yoda.
iston Stroll and Gavin.
Strange Bedfellows. Mel Frank and
?chael Pertwee will have the writers'
•^dit on this tale set in England, which
^1 find Mel Frank producing and direct-
JB.
Rock Hudson. Gina Lollobrigida. and
% Young playing in a comedy duel of
'" sexes, where the young oil magnate.
.By SYD CASSDY
Hudson, and his dame, Gina, are constantly
battling. Gig Young as the public
relations man brings them around.
WARNER BROS.
None But the Brave. This World War II
story of a group of Marines shot down
over the Pacific Islands held by Japanese
soldiers will be directed by Frank Sinatra,
who will star. Howard Koch is executive
producer. The original by Raoul Walsh
and John Twist will be scripted by Twist
as a Sinatra production.
William Castle, producer at Universal,
has his next property for production in a
novel by Rohan O'Grady, which is children-oriented.
The novel was titled "Let's
Kill Uncle" and perhaps sets the tone for
the project . Alan Young has
taken another step toward his own production
activities by hiiing space in the
San Fernando 'Valley. His storehouse of
scripts now runs to 15. His identity has
been firmly established due to his relationship
as the man who talks to "Mr.
Ed," in the program by that name ... A
five-minute dramatic commercial for Anthony
Mann's new film, "The Unknown
Battle," will be released as promotional
material for the World War II Norwegianbased
production. Daniel Blassingame will
do the commentary. The first segment depicts
destruction of the Nazi potential for
atom-bombs.
. .
Stan Margulies, vice-president of Tony
Cui-tis' Reynold Productions, was scheduled
to leave for London to produce "Those
Magnificent Men in Their Flying Machines"
to be shot in 70mm and Todd-AO
in England and France starting May 11.
Margulies was borrowed from Reynard by
Elmo Williams, supervising dii'ector of
20th-Fox's European division. The picture
stars Susannah York, Pernandel, Robert
Morley, Terry-Thomas, Alberto Sordi and
Britt Elkland and is being directed by Ken
Annakin . Setting a record of appearing
in 28 out of the 30 films in which Jerry
Lewis has starred. Mike Ross signed for a
comedy role
"
in Lewis' "The Patsy. which
he is starring in and directing for Paramount
release. Joining the funsters is
comedian and night club entertainer
Buddy Lester, who has also appeared in
several of Lewis' previous pictures. Ernest
Lemmon Oscar Trailer
Being Distributed Free
H o I 1 y w o o d—The Jack Lemmon
Oscar theatre trailer is being offered
to exhibitors free of charge. Theatres
wishing: to take advantage of this offer
should contact their local National
Screen Service office. Physical distribution
will be handled by National
Film Service.
.A "live" appearance by Lemmon as
master of ceremonies is featured in
the reel, which is produced by .American
Broadcasting Co., over whose radio
and television facilities the April 13
Oscarcast will be aired.
D. Glucksman is producing the film in
Technicolor.
, . .
Warner Bros, acquired the film rights to
author Norman Mailer's new suspense
novel, "An American Dream," the story of
an ex-war hero who becomes a college
professor and television personality. The
tome is now being serialized in eight parts
by E.squire Magazine and will be published
in hard-cover book form by Dial
Press this fall. Mailer is the author of
•The Naked and the Dead, " Warners
filmed in 1958 "The Cincinnati
Kid" has been acquired for filming by
Filmways. Martin Ransohoff hasn't worked
out a deal for distribution, but it is almost
certain that one will be forthcoming
since he has some commitments to produce
product for several majors.
Shapely 20-year-old Mexican star Begona
Palacios will play the love interest
opposite Michael Anderson jr. in the Jerry
Bresler production for Columbia, which is
locationing in Durango, Mexico. Simultaneously
set was film star Aurora Clavel,
who will portray a momentary love interest
in the life of Charlton Heston. The
Civil War cavalry story also stars Richard
Harris, Jim Hutton and Senta Berger
and is being directed by Sam Peckinpah in
color and Panavision . O'Hara
will play a housewife who has designs on
other men in "The Battle of Villa Fiorita,"
the forthcoming Delmer Daves production
for Jack Warner. The Rumer Godden novel
was the source of the production . . . "Free
Escape," a Emopean-locale film to be
made in many parts of the continent, will
have Jean Seberg in the starring role.
Fom- pictures in a row will be scripted
and directed by Burt Kennedy at MGM.
Starting with "Rounders, " which is scheduled
for a May 4 start in Sedona, Ariz.,
with Glenn Ford and Henry Fonda starring.
The second picture under the deal
will be "The Last Hill," to be produced by
Richard Lyons who is serving in the same
capacity on "Rounders." Kennedy and
Lyons were teamed on MGM's current boxoffice
film, "Mail Order Bride," Buddy
Ebsen starrer. Eighteen writers, a record
for the studio, are currently engaged in
preparation for the 1964 production season
at the Walt Disney studios, in both
the motion picture and television fields.
Nine of the writers are on the staff, and
nine free-lance, representing a new Disney
high for non-cartoon operations. Principal
photography for all 1964 releases has been
completed.
Oscar Brodney has been signed to
write "Light of My Life," an original
comedy in the romantic vein for producer
Ross Hunter's schedule at Universal . . .
Harry Kurnitz got the 20th-Fox assignment
on "Venus Rising," which will be
Fred Kohlmar's production at the Pico
lot . . . Millard Kaufman, who wrote "Convicts
Four and directed the film for Allied
"
Artists, has completed his first tlu-ee-act
comedy, "The Side of the Dragons," aimed
at Broadway production, with feature production
hovering in the background . . .
An original romantic comedy gets under
way on the Universal City premises with
Ross Hunter assigning WTiter Oscar Brodney
to do "Light of My Life." . . . Dino
De Laurentiis goes the religious route with
another title, "God and the Devil," with
Enzo Peri directing.
t XOFFICE March 9, 1964 15

BOXOFFICE BAROMETEi
This chart records the performance of current attractions in the opening week of their first run* ill
the 20 key cities checked. Pictures with fewer than five engagements are not listed. As new nMil
ore reported, ratings arc added and averages revised. Compulation is in terms of percetitog* ir
relotion to normal grosses as determined by the Iheotre managers. With 100 per cent as "normal/
the figures show the gross roting obove or below that mark. (Asterisk * denotes combination bills.'l
UJ
a:
o
Z
-J

. . the
Two great stars in the story of two of the most explosive men in
history. One was King of England. The other one who lived
in the shadow of Kings. Then, one murderous day. they clashed...
as His King
MGiaGUD'"MWlI
nn pl-ilrGLENVILLEedwardANHALT JEAN ANOUILH -AfWroNIRflEASt
tJAR-POWERED SHOWMANSHIP!
If
ICHARD BURTON and PETER O'TOOLE arc the year's
iV biggest boxoffice names. Hal Wallis' "Becket" stars
ttlni in the kind of roles which hove won them spectacular
o(ience acceptance— they play reckless warriors and roistering
Ici-TS, friends in an age of violence. The film itself, a magnifi-
Cft motion picture dramatization of a world-fomous play, perils
Burton as Becket and O'Toolc as his King to display their
0^1 brilliant talents and training in the passions of the classic
*'"'3tre. Their names will attract audiences; their performances
* be talked-about for years to come.
T eckett" itself, one of the most moving stage productions
[)
ever to spellbind audiences in New York, London and
•^'is, is the story of two of the most explosive men in history
1
e soldier who was his King's companion, and then became
'COFTICE Maich 9. 1964
— the King's conscience "this meddlesome priest" who was murdered
in Canterbury Cathedral by the King's Knights.
Paramount
has created a merchandising campaign that
makes brilliant use of every boxoffice element in
this spectacular
screen offering, with special emphasis on the stors. But
there is a powerful supporting cast, an entertainment-wise
producer, a brilliant director, a tremendous dramatic conflict.
In bringing "Becket" to the screen, breathtaking sets had to
be constructed . . . desperate battle fought, for the Panavision-
Technicolor cameras to record .
costumes and the cus-
and 12th Century
toms of the Middle Ages returned to life . . .
ways of love explored.
obviously "Becket" is
showmen—will
o motion picture that audiences—and
long remember.
17

.
i
RICHARD
BURTON
Not until "Beckct" have Richard Burtons tremendous abilities os an actor been
properly capitalized upon by the screen, although his reputation is almost legend.
Burton opens on Broadway next month as "Hamlet," in a stage production directed
by John Giclgud, who also appears in "Bccket." The national publicity surrounding
the Broadway appearance, on top of the "Beckct" campaign, will certainly odd to
the star's magnetic appeals, and will draw additional audiences to the "Bccket" boxoffice.
Burton is only one of four actors in Stratford-on-Avon history to play "Hamlet"
more than 100 times (Giclgud, incidentally, was another of the fourj.
An Old Vic star,
Burton appeared in Christopher Fry's "The Lady's Not For Burning" for 18 months in
London, and almost as long in New York It was Burton whom Winston Churchill
chose as his "voice" for the British TV series of filmed war memoirs, and it was Burton
who was starred on Broadway in the musical comedy, "Camelot. ' His two most recent
films, "Cleopatra" and "The V.I.P.'s," have been record-breaking grossers.
As Becket, Burton makes magnificent use of his splendid training and talents.
bECKET
In the 12th Century England of "Becket," the King
ruled with the military force of his Barons, and the executive
abilities of his Churchmen. The clash between Church and
State was inevitable, and it was this which led to the increasing
personal conflict between Henry II, great-grandson of
William the Conqueror, and his boon companion. Archbishop
Thomas Becket. The murder of Becket in Canterbury Cathedral
climaxes the epic tragedy that is
"Becket."
Paris,
A pleasure-loving young man educated in England and
Becket becomes Archdeacon of Canterbury and close
friend of the swashbuckling Henry, who is desperately trying
to quell rebellions in France and Wales, lands he holds by
right of conquest or of marriage. Becket faithfully serves the
King, fighting beside him or carousing with him, when Henry
appoints him Chancellor of England.
The death of Archbishop of Canterbury is seized on by
Henry as a providential means of destroying Church opposition;
he names Becket his next Archbishop. But Becket takes
his vows seriously; he not only lives the life of a humble
priest, he opposes the Crown on all points affecting the
Church. Becket is forced by Heni-y to flee.
In France, he finds
shelter with King Louis VII. Alternating between fury at
Becket's unexpected behavior and desolation at
the loss of
the "only man he can trust," Henry finally grants Becket
safe-conduct back to Canterbury.
But Becket suspects he will not be long allowed to live .
.
Producer HAL WALLIS
One of filmdom s top movie-mokers, "Becket" produc(|
Hoi Wollis has the happy ability to combine prestige ente;
toinment with boxoffice success. "Becket," his most on;
bitious production in some time, is the latest in a 27-ye(j
career that includes some 400 films which won well ov«i
100 Academy Award nominations and a total of 32 oword,
Wallis has twice won the Irving Thalberg Award.
j
No list of memorable films is complete without holf
dozen or so Hal Wallis pictures, and it does not motter how thj
list is chosen— adventure, western, comedy, droma, romonc
. . . he's made them all, and successfully. There were, fc,
example, such clossics as "The Life of Emile Zola," "Lou,
Pasteur" and "Little Caesar." There were such suspens
thrillers as "I Am o Fugitive" and 'The Maltese Falcon,
such musicals as "This Is the Army" ond "Yankee DoodI
Dandy," such comedies as the Dean Martin and Jerry Lew(
subjects, such romances as "The Rainmaker" ond 'io>^
Letters," such westerns as "Gunfight at the OK Corror onj
"'Dodge City," such dromas as "Come Bock Little Shebo" onj
"Summer and Smoke."
All the Hoi Wollis movie-making know-how is in "Becketj
Wallis tokes an active role in every facet of plonning, prtj
auction and selling. With "Becket," Wallis is of his bcH
office
best.
PARAMOUNTI

PETER O'TOOLE
As "Lawrence of Arabio," Peter O'Toole won considerably more than an Academy
Award nomination for his brilliant performance; he won an immediate place in the
very forefront of the international screen's top boxoffice stars. Audiences wanted
more of him; they still do.
"Becket" is O'Toole's first picture since "Lawrence of Arabia."
fi
il
As King Henry II in the Middle Ages, O'Toole appears in a role that might have
been hand-written for him. Unlike his characterization as the introspective, selfconscious
and awkward Lawrence, O'Toole himself is an out-going, laughter-loving,
vividly-alive individual, one of England's finest young stars. His appearonce in
"Becket" as the King capitalizes upon his own powerful personality; his King is a
roistering, woman-chasing ambitious monarch who enjoys soldiering and the life
is his because he wears the Crown of England.
that
Like Burton, O'Toole also is a man of the stage. Youngest male star ever to play
with the famed Old Vic, he has appeared in everything from outright farce to "Hamlet."
In "Becket," Peter OToole ranges through all the passions, memorably.
A NEW MAGNIFICENCE
COMES TO THE SCREEN
The pomp and pageantry of the Middle Ages are not
easily come by.
Director PETER GLENVILLE
One of the leading directors of the Broadv*/ay and London
stage, Peter Glenville was the logical choice to direct Richard
Burton and Peter O'Toole in Hal Wallis' screen version of
"Becket." Glenville had directed the Broadway-occlaimed
stage production, with Laurence Olivier and Anthony Quinn.
Other of Glenville's Broadway stage triumphs include
the present Alec Guinness success, "Dylan." He directed Vivien
Leigh in her first musical, "Tovarich;" Quinn and Margaret
Leighton in "Tchin Tchin." He directed "Separate Tables,"
"Roshomon," "Hotel Poradiso" and "Take Me Along."
Among Peter Glenville's films have been "Summer and
Smoke," "Me and the Colonel," "The Prisoner" and "Term
of
Trial."
Playwright JEAN ANOUILH
Considered the world's most successful living playwright,
Jeon Anouilh's plays— and the films made from them— attract
audiences everywhere. "Becket" itself was first produced in
Paris, and a year later in London with Christopher Plummer
as Henry and Eric Porter as Becket. On Broadway, Laurence
Olivier was Becket when Anthony Quinn appeared as the King,-
Olivier changed over to ploy Henry to Arthur Kennedy's
"Becket" when Quinn left the play to make "Lawrence of
Arabia."
More than four months were needed, after as much time
spent in research and design, to reconstruct Canterbury Cathedral
as it was in the time of Becket's consecration and
murder, and Henry's excommunication and penance. The
greatest single interior set ever built in Europe, Canterbury
Cathedral is just one of many beautiful and contrasting
settings required for
There is
"Becket."
a medieval French town, to be captured by the
King and Becket. There are medieval English castles, stark
and cold contrasts to the French and Italian court sets, the
Papal Palace and the camp of the French Army.
There are costumes, ranging from the rags of the peasants
to the gold and velvet of the Court of King Louis VIII
of France, the uniforms of the soldiery and the robes of the
Church. The weapons and armor of the time had to be duplicated,
as did the furniture and farm equipment, saddles and
other props .
. . and
they had to be fashioned in the diverse
Middle Ages styles of England, France and Italy.
Academy Award winning designer John Bryan handled
much of the work, with a record staff of 300 artists and
craftsmen; Margaret Furse did the costume designs. To get
the work done, with complete authenticity, the museums of
Europe were explored, the field of 12th Century literature
canvassed, and dozens of historians consulted.
CAMPAIGNS

.
.
BECKET' STARS
HEADLINE-HOT!
s
)
TALK ABOUT ROMANCE .
. . I
Peter O'Toole wos a magnificent romontic hero— without a heroine!
-OS Lowrence. Now, in "Becket," his omorous odventures are plentiful,
varied ... but always lusty. As Henry, the King, he ranges freely among
his Saxon serfs ond his Queen's lodies-with Burton as Becket right
there, too! The promotion possibilities ore as pleosont to envision as
the girls themselves!
Attention of the nation's press, radio and television
is being focused this month on "Becket," and
its headline-hot stars and behind-comero experts.
In addition to the tremendous flow of publicity which
emanated from the production itself, the spectacular's
rood show engagements are adding their own
audience-attracting efforts. And, of course. Paramount
has mounted a major campaign.
In-person activity has been set with "Becket"
producer Hal Wallis and "Becket" director Peter
Glenville:
Wallis is expected to visit New York, Boston,
San Francisco, Denver and Washington to talk
about "Becket" and Glenville's itinerary includes
Boston, Montreal, Toronto, Chicago and Washington.
Both also have been set for television
and radio breaks, local and national and
"Becket" is to be featured on the NBC-TV show,
"Worldwide Kingdom of Movies," on March 20th.
Newspaper breaks scheduled, or already achieved,
include— in New York— such nationally-distributed
papers as the New York Times magazine section
and drama and motion picture section (the former
a picture layout; the latter, a by-line piece by Glenville),
a 4-column production story in the New York
Sunday News, and o New York Herald Tribune break
of major proportion.
Magazine publicity starts with awards: "Becket"
alreody has received the Parents' Magazine "Special
Merit Award," Seventeen's "Picture of the Month"
occolode, and Scholastic Magazines' "Bell Ringer
Award." Other magazine breaks received, or definitely
set, include:
I RICHARD J
CQ
as Becket
bEC KE7
W PBF)ENIE0IN70MM0NIHEGIANIIH[SIRESCRESN PiMiUIQiriM' TFPHMirninP
PANAVISION- TECHNICOLOR'
Two gtcjt surs in llic story of two The other one who lived in
of the most explosive men in his the shadow of Kings. Then, one
lorv. One was King of England. murderous day. ihev dished .
Life Mogozinc color layout—Morch 13(h issue.
Cosmopolitan—full pogc review, April issue.
Redbook—Peter O'Toole-Rebecca West "dialogue," in
Morch; review of "Becket" in April.
McCoU's—Glenville interview obout the stars, Februory issue.
Harper's Bazaar—Two facing full-page star drawings, with
rave tor film, March issue.
Porents Magazine—Aword, plus review ("Magnificent entertainment!"),
Morch issue.
Vogue— Burton portrait, March 15 or April 1.
Good Housekeeping—Review ond photo, April issue.
PTA Magazine—Rove review and still,
America— Rove — review.
Modern Screen "Picture of the Month" for April.
Saturday Review—full-poge rave review, March 7th issue.
Photoplay—Gold Medal Award.
Commonweal Magazine— Full-page review
nm mm [^k
WOLFIT- PETER GLENVILLE EDWARD ANHALl
THE BOOK
New American Library is
publishing a Signet paperback
edition of the Jean Anouilh play,
on which the picture is based, with
lEdKET
photographs from the film itself.
The publishers ore backing their
book with ads, posters and trode
publicity and the Jean Anouilh
name alone is certain to win considerable
bookstore and library attention.
bv «*
,
JEAN AN' '_^,,

'^^
BECKET' ADVERTISING
The dramatic horizontal display of the star names, in many of
the ads prepared by Paramount, is guaranteed to stop and hold
newspaper and magazine readers. Such advertising does more
— if steals the page, no matter what the competition. Note the
giant display ad at left, which swept across two full pages in the
New York Sunday Times. In all the ads, considerable emphasis
is also placed on romance, spectacle and high adventure. The
same theme extends to posters, and displays, which make powerful
use of the stars' names and likenesses. Below is a reproduction
of the 24-sheet.
MASS-APPEAL
PROMOTIONS!
Shown below is the star-powered showmanship
kit to be taken on first dates across the
country by Paramount's exploiteers. It contains all
the material needed for editors . . . radio . . .
television . . . groups
.
. . schools, with room for
additional material to come, as the picture catches
fire!
Paramount has prepared as spectacular a
spread of material as possible, and what the field
man can't carry will be shipped by mail or air express!
Among the many exploitation aids available,
in addition to those cited at right, are:
* Group sales aids, including special brochures
and flyers for the use of teachers, program
directors, etc.
^IfT^rr— \'""
>:MhA.
RICHARD ^_SSPETER
BURTON ,« OTOOLE
,r^J
* 36-page Souvenir Book, with covers and ten
inside pages in full color, for presentation to
VIP's and for sale and display in lobbies, windows,
etc.
* Special Applause Bulletin, issued by Motion
Picture Association and sent to 50,000
women's club leaders, clergy, editoriol writers,
colleges, libraries, etc.
* Legion of Decency Accolade, with a special
story serviced to Catholic and general newspapers
throughout the country.
DISPLAYS
TJl'erhsing and the 24-sheet illustrated above exemplify
"topproach used by Paramount in its posters and other
ptfiol, to emphasize the film's star-power and its sweeppit
and magnificent spectacle. When backlighted, the
Il40"x60" moke tremendously effective shadow box
injtheatre
fronts and for dressing-up store windows, Para-
Is making available an exciting set of color stills from
lond dramatic display may also be obtained through
pe Souvenir Program, both its cover and its inside pages.
RECORD ALBUMS
llbums give "Becket" showmen opportunity for power-
Iromotion, tied-in with all-out Decca Records support.
r'buting the Laurence Rosenthal sounttrock in a de
|id is backing it with extensive disc jockey promotion
I advertising, plus point-of-sale material. "Becket"
I etc
l^iove their own local media activity . . . store and stocontest
promotions ... use of the albums as prizes
,*., mmw
Wliyt. .PETER GLENVILLE EDWARD ANHALT
JjECKET
* Open and Closed End interview discs of Burton
and Glenville, for use in New York and
across the country.
STUDY GUIDE
and
FILM STRIP
Illustrated above are the front cover and inside spread
of the Becket Educationol Study Guide, mailed to 10,000
teachers of social studies and audio-visual directors in
playdate cities and suburbs. Printed in two colors, the Guide
contoins facts and classroom exercises on the Middle Ages,
and opens into the attractive 17"x22" wall map illustroted
here.
A 30-frame filmstrip in color, of life in the Middle
Ages, contains scenes of hunting, feasts, architecture, costumes,
etc., as they appear in "Becket." A script accompanies
each film strip, which is promoted in the Study
Guide and also has been advertised ond publicized in teachers'
magazines.
Both Study Guide and Filmstrip offer "Becket" showmen
additional entr/ into schools and colleges.

LOS ANGELES
OMAHA, NEB
TORONTO, CANADA
CHICAGO, ILL
DENVER, COLO
BOSTON, MASS
MONTREAL, CANADA....
SAN FRANCISCO, CAL.,
WASHINGTON, D.C
NEW YORK CITY .
WORLD PREMIERE
. LOEW'S
STATE MARCH llfh
AND OTHER ROADSHOW ENGAGEMENTS
.STANLEY-WARNER BEVERLY HILLS
.COOPER
.EGLINGTON
.CINESTAGE
.RKO INTERNATIONAL 70
.SAXON
.SEVILLE
..UNITED ARTISTS
.ONTARIO
MARCH)
MARCH i
MARCH i
MARO-J!
APRILJZ
NEXT ATTRACT
NEXT ATTRAC((
NEXT ATTRACk
NEXT ATTRACJc
GROUP SALES AIDS FOR
Illustrated here are three of the many group sales aids now being used in road
show engagements, to grotifying effect. Paramount anticipates that sales promotion
oids like these, or reasonable adaptations of them, also will be available to later
playdates of "Becket."
BECKET
g

'
'41.
i
Westchester
which
for
Shapiro
and
. would
Pay TV Opponenls
i'lan Maryland Rally
BALTIMORE—A three-pronged attack
gainst toll TV Is set for March 17 at
0:30 am. in the Park Plaza Theatre when
16 Allied Motion Picture Theatre Owners
f Maryland, the Maryland Theatre Ownrs
Ass'n and independent exhibitors from
iroughout Maryland meet to further
lans in their Anti-Pay TV crusade.
Theatre owners from neighboring lo-
Uities also are invited to attend.
A joint statement issued by Jack Whittle,

.
.
Janus),
Two
'
'
'
j
i
!
'Captain Newman/ Seven Days Big
In 2nd \Neek Among B'way Holdovers
NEW YORK — With the Times Square
area playing nothiiiR but holdovers, except
for the new foreiKn-laiiKuage "Two Are
Guilty" at the Embassy, business held up
surprisingly well mainly due to such strong
product as "Captain Newman." which had
a fine second week at the Radio City
Music Hal: "Seven Days in May." which
was a smash in its second week at the
Criterion, as well as the east side Sutton
Theatre, and "Dr. Strangelove. " still very
big in its fifth week at the Victoria, as well
as the east side Sutton Theatre.
Also continuing to do good business were
three "Showcase" attractions. "Dead
Ringer," very good in its second week at
the RKO Palace: "Sunday in New York,"
good in its third week at the Forum, and
"Man's Favorite Sport?," good enough but
not up to the other two, in its second week
at the Astor. Two that were just mild were
"Dr. Crippen," in its third and final week
at the Paramount, and "Love With the
Proper Stranger," in its tenth and final
week at Loews State although here the
picture did extremely well in its previous
weeks.
With "Becket" slated to start a reservedseat
run at Loews State, starting March
11, the other two-a-day pictures continued
to do fine business, particularly "The Cardinal."
in it.s 12th week at the DeMllle:
"It's a Mad. Mad. Mad. Mad World." in its
16th week at the Warner Cinerama, and
"Cleopatra, " in its 38th week at the Rivoli.
All of these pictures now advertising several
Academy Aw-ard nominations in the lobby
or on the marquee. "Best of Cinerama" was
mild in its tenth week of two-a-day at
Loew's Cinerama and will be replaced by
another film late in March.
In the art houses, "Tom Jones," nominated
for many Academy Awards, was again
the leader by playing in two adjoining
spots—Cinema I. where it had a big 21st
NEWS .
I
week, and Cinema II. where it was a smash
in its third week. Also continuing to strong
business were "America America," nominated
for best picture, in its 11th week at
the Paris: "The Silence," again a smash
in its fourth week at the Rialto and the
east side Tians-Lux East, and the revival of
"Beat the Devil," fine in its second week
at the Fifth Avenue Playhouse. Four of the
art spots are currently on Festivals or unusual
programs, Chaplin films at the Plaza,
for a smash 13th week; experimental films
at the 55th Street Playhouse, shorts at the
34th Street East, and a newly opened FesniMACICS
NEW !••«
DRIVE-IN
CATALOGUE
NOW READY
The Theatr* Industry^ Bibl«
on How To Moko Menoy
Selling Merchont Adt, Con<
f'TIlM cetsioni, ond Tickst S«lllni
I
iSlll l>'' ' ld>ai Frn on Rm|u»iI.
•^.^^tT"? T-'l. TVI! w.m
tm i. wu*«M . oauoo >. at. - m* >.»•«
tival of great French films at the Norman-
.
1
die.
Astor— Mon's
(Average Is 100)
Favorite Sport? (Univ), 2nd wk. of
Showcase 1 35
Baronet— Dr. Strongclove (Col), 5th wk 195
beekman— Point of Order Cont I), 7th wk 125
Cornegie Hall Cmcmo— Dcr Rosenkovolicr
(Showcorp), 1 0th wk of two-a-doy 150
Cinema I—Tom Jones (UA-Lopcrt), 21st wk 175
Cinemo II—Tom Jones (UA-Lopert), 3rd wk 195
Coronet—To Bed ... Or Not to Bed (Confl),
10th wk 135
Criterion— Seven Doys in Moy (Paro), 2nd wk 185
DcMille—The Cordinol Col), 12th wk. of two-a-doy 165
Embassy— Two Arc Guilty (MGM) 165
Festivol—The Eosy Life (tmbossy), 10th wk 150
5th Avenue Boot the Devil (UA). revivol, 2nd wk. 150
55th Street— Expcnmcntol films, 2nd wk 110
l-ine Arts— Young ond Willing (Univ) 135
Forum— Sunday in New York (MGM), 3rd wk.
of Showcoso
1 50
Guild—Two Arc Guilty (MGM) 1 50
Little Carnegie— The Fire Within (Gibraltar), 2nd wk. 140
Loew's Cineromo— Best ot Cineromo (Cinerama),
loth wk. of two-a-doy 110
Loew's State— Love With the Proper Stronger
(Para), 10th wk no
Loew's Tower East— Sunday in New York (MGM),
3rd wk. of Showcase
1 30
Murray Hill—Love With the Proper Stranger
(Para), 10th wk 115
Paramount— Dr. Crippen (WB), 3rd wk, ........ ..]00
Pons—America America (WB), 11th wk . 150
Ploza—Chaplin Film Festival (SR), 13th wk 200
Rodio City Music Holl— Captain Newmon (Univ),
plus stoge show, 2nd wk 165
Riolto—The Silence (Janus), 4th wk 165
Rivoli— Cleopatra (20th-Fox), 38th wk. of two-o-doy 140
RKO Palace— Dead Ringer (WB), 2nd wk. of
Showcase
j 5Q
Sutton—Seven Doys in May (Para), 2nd wk! ! .^ 1 90
34th Street East— Progrom of shorts, 2nd wk 120
Toho—The Bod Sleep Well Toho), rcvivol, 2nd wk 100
Irons-Lux Eost—The Silence 4th wk 175
Trans-Lux 52nd— The Doy ond the Hour (MGM)
'
2nd wk 105
Vicforio— Dr. Strongclove (Col), 5th wk. 1 ! 165
Warner— It's a Mod, Mod, Mad, Mod World
(UA-Cineromo), 1 6f h wk. of two-o-day . 180
World— Psychomanio (Victorio), 3rd wk ! ! ! ! 175
Prize' 200 Isf Week Followed
By 190 2nd Week in Buflalo
BUFFALO—"The Prize" at the Center
is setting a fast pace for Buffalo first runs,
coming in with a 200 initial stanza and a
190 second week. "Sunday in New York"
is a healthy 195 at Shea's Buffalo. The
Cinema and Amherst continued big in the
third week of "Tom Jones."
Buffalo— Sundoy in New York (MGM) 195
Center—The Prize MGM), 2nd wk. |90
Century—The Victors (Col). 2nd wk. .'.'.'.'.'.'. 100
Cinema, Amherst—Tom Jones (UA-Lopert)
3rd wk, . j^e
Gronodo— The Misadventures of Merlin Jones (BV)
3rd wk
170
Paromount— Love With the Proper Stranger
(Paro), 3rd wk j25
Teck—Man's Favorite Sport? (Univ), 4th wk!
moveover
qq
Busy Week in Baltimore
As Five Features Bow
BALTIMORE— The busiest boxoffice of
the week was reported by an art theatre
showing "
"Tom Jones. other newcomers
had substantial grosses— "Seven
Days in May" and "Mans Favorite Sport?"
"The Victors" also was strong. Holdovers
in the best brackets included "It's a Mad
Mad. Mad. Mad World" and "Dr. Strangelove.
'
Charles— Tom Jones UA-Lopert) ion
Five West- Any Number Con Win (MGM),'
i no w K
1 o •»
Hippodrome—The Victors Col) ..'.
150
Little. Scnolor— One Mon's Woy (UA) .'. 1 35
Moyfoir— Seven Doys in May (Pora) 150
New— Dr. Strongclove (Col). 2nd wk 1 40
Playhouse Billy Lior iCont'l) 135
Stonton—Mon'i Fovorite Sport? ^Liniv) 145
Town— If'i a Mad, Mod. Mod, Mod World
(UA-Cincromo). 2rx) wk
] 50
Paramounts "Pun in Acapulco" was directed
by Richard Thorpe.
}
B'way Sign for 'Empire';
Theatre Parties Set
NKW 'i'OKK Aire Guiiine.ss, current
starring on the Broadway stage as "Dylat
at the Plymouth Theatre, lighted the actt'
motiograph spectacular sign on the et
side of Broadway between 44th and 4Si
Streets, which heralds "The Fall of U
Roman Empire," In which he stars
Emperor Marcus Aurelius, which will ha'
its western hemisphere bow at the DeMU
Theatre, two blocks up Broadway. Man
26.
Paramount Pictures, which Is releaaii
the Samuel Bronston picture, has leaai
the block-long space for six months, U
new electric sign being the first to occui
this spot since the famous Pepsi-Co'
waterfall of .several years ago.
The DeMille Theatre, currently playli
Otto Preminger's "The Cardinal. " has bet
selling reserved-seat tickets for "Romi
E}mpire" since late in February and .sever
theatre party dates have been set, inclut
ing Conqueror Lodge No. 559 of tl
Knights of Pythias, for a preview pe
formance March 25. the entire proceeds
be turned over to the Associated Heali
Foundation: a series of special mornii
performances for student groups, stariii
Monday i30i at 10:30 a.m.: the Hebre
Institute of Boro Park. Brooklyn, for Api
29. and the Spirit Lodge of B'nai B'rit
for April 5. with proceeds donated to tl
Lodge's Armed Forces Committee.
"The Fall of the Roman Empire" will ij
the opening film to be presented at thi
year's Cannes International Film Fi-U'.
April 29. to be shown out of compcmiO|
this being the first Bronston productu
ever to be shown at Cannes, accordmg
Favre LeBret. representing the FesUv
committee.
Columbia Records will release U
soundtrack album of Dimitri Tiomkli
musical score for "Roman Empire" in mlr
March, just before the American and Loil
don premieres.
Eldorado Films Booked
NEW YORK—Two Eldorado Films. r>j
leases. "Sword of El Cid" and "BliU]
Duke," the latter starring Camera
Mitchell, had their first American shov
ing at the New Amsterdam Theatre late
February, according to David Bader
Eldorado, which is distributing the Iiallai
made pictures for the East-West Broa(
casting Co. in the U.S. and Canada Boi
pictures are in Eastman Color
British Film to Coronet
NEW YORK— "They All Died Laughing
a British comedy-drama directed by Dt
Chaffey. which Reade-Sterllng is rcleasli
in the US. through its Continental Dli
tributing division, will have its Americ»|
premiere at the Coronet Theatre Marc
15. Leo McKern and Janet Munro a:
starred in the picture for which Siev»
Pallos was executive producer.
To Expand Wayne Theatre
,
NEW YORK — Skouras Theatres Oor
has reached an agreement with Wayi;
Shopping Centers. Inc., operators of »
Preakness Shopping Center in Wayne. N*
to expand the Wayne Theatre with a twU!
house, seating 600, to start constnictlq
shortly, according to Salah M. Hassenel^
Skouras president.
E-2
BOXOmCE March 9.19^

HIGHEST CAPACITY RATING (200) FROM
BOX-OFFICE* FOR NEW YORK OPENING
AT WORLD THEATRE!
(*BOX-OFFICE ISSUE Of FEB. 24ih
firs*
SET A NEW
ATTENDANCE
HIGH AT
THE WORLD
THEATRE
NEW YORK
AN EARTHY, WICKED
SHOCKER about
unnatural emotions,
uninhibited passions
...andlVIURDER!
Novr
!f
PSYCHO -
n
MANIA
TOPS
EVEN
THAT
RECORD!
LHIBITORS, NOTE:
May we suggest
miD fOR KICKS"
a companion feature?
Which
girl
will
be the
next
VICTIM?
THE MODEL?
THE WILD CO-ED?
THE NICE GIRL?
THE TROLLOP?
Ask about
fhese two
Moneymakers
V
ALSO
STARRING
SHEPPERD STRUDWICK
A VICTORIA FILMS RELEASE
JEAN HALE -LORRAINE ROGERS -MARGOI
HARIMAN-KAY ELHAROT
•
SYLVIA
•
MILES PROOUCED BY DEL lENNEY- DIRECTED BY RICHARD L HILLIARD
Recommended for ADULTS ONLY
• All accessories available from Donald £. Velde, 3 1 1 IV. 43 St., N.Y. 36. N.Y.
) "PAGAN HELLCAF • "VIOLATED PARADISf
VICTORIA FILMS, Inc. 144W. 57St.,N.Y.19'PLaza7-6980' Jean Goldwurm. President. IRVING SOCHIN, Sales Director. Felix Bilgrey, Secretary Counsel
Jack Walton
TEX-STATE PICTURES
4)2 So Horwood St.,
Dallas, Texas
214— Rl 7. 9692
OFFICE :: March 9, 1964 E-3

. . Warner
. . Dewey
. . Nate
i
Two New Art House Policies; 34fb St.
Shows Shorts; 55 th Experimental
NEW YORK — Two of New York's
dozen first-run art theatres, the new 34lh
Street East Theatre, a Walter-Roade-
Sterling house, and the pioneer 55th Street
Playhouse, operated by Moss Enterprises,
started new poUcies in mid-February. The
34th Street East presented a proRram of
prize-winning shorts, beginning February
17 while the 55th Street devoted its
program, starting Friday i21i to experimental
and avant-garde features.
The program at the 34th Street East included
five Academy Award-winning shorts,
"Dylan Thomas," starring Richard Burton;
"The Golden Fish," a live-action
French film distributed by Columbia;
"Happy Anniversary," another French
film produced and directed by Pierre
Etaix; John Hubley's "Moonbird," an animated
cartoon, and "Day of the Painter."
a live-action featurette made by Ernest
Pintoff. Also on the program are Pintoff'.'
satirical cartoons. "The Critic." "The Old
Man and the Flower." both distributed by
Columbia; George K. Arthur's "The
Farum." a British-made documentary, and
"Dream of Wild Horses. " a French liveaction
film in color, all of these released
during the past five years.
The 55th Street Playhouse recently
played "Twice a Man," produced and directed
by Gregory Markopoulos, and
"Breath-Death." conceived and produced
by Stan VanDerBeck. two young producers
of experimental films. "Twice a Man."
based on the legend of Phaedra, has been
up-dated to a modern Staten Island setting
and features Paul Kilb, Olympia Dukakis
and Albert Torgerson. while "Breath-
Death," which won a prize at the Belgian
Experimental Film Festival, is a short film.
VanDerBeck's satire on automation,
"Wheels No. 2" completed the 55th Street
program.
The 55th Street Playhouse will operate
as an autonomous venture with Al Sherman,
publicist and authority on art theatre
operations, as general manager, according
to Larry Morris, vice-president of
the Moss Circuit. Auditions are being held
for films for future showings at the 55th
Street, he said.
Four N.Y. Art Theatres
Playing Festival Films
NEW YORK—A fourth New York art
theatre, the 57th Street Normandie. which
has been playing subsequent runs since
January, has changed to a Festival policy
with a series of French Classics, presented
by Thomas Brandon, set to play through
the spring. The opening program, two of
Joan Cocleau's films. "Beauty and the
Beast" and "Orpheus," was followed Friday
i6i by "Zero for Conduct" and
"L'Atalantee." directed by Jean Virgo. Future
programs will feature French pictures
made by Robert Bresson. Rene Clair. Rene
Clement. Marcel Came. Jacques Feyder
and Jean Renoir. Brandon said, for a
three-month period.
The Plaza has been playing a Festival
of Charlie Chaplin features since November,
the current one being "The Great
Dictator."
ROUNDS UP OVER S133.000—Variety
Tent 7 recently completed its
second annual Telethon, which resulted
in cash donations and pledges of more
than S133,000 for the clubs favorite
charity, the Rehabilitation Center of
the Children's Hospital. Left to right
are Chief Barker Thomas W. Fenno;
Mary Ann Mobley, former Miss America,
who was one of the shining lights
of the program; Telethon chairman
Nathan Dickman and Robert King,
general manager of WKBW-TV
(Channel 7).
Goldwyn Jr.
Continuing
Talks at Universities
NEW YORK—Samuel Goldwyn jr. continued
his series of talks on film production
and special showings of "The Young
Lovers" February 27 at Hollins College.
Roanoke. Va. During the week of March 2
he visited the University of Virginia, his
alma mater, and Washington and Lee University
in Lexington. Va. The following
week he will address the Yale Drama
School.
His appearance has also been requested
by Carnegie Tech. University of North Carolina.
University of Georgia. University of
Minnesota. Syracuse University. Duke and
Purdue.
ALBANY
Qene Ganott, veteran of Fabian service in
Albany and Schenectady, has been appointed
manager of the Hellman Theatre
by Dave Weinstein. Hellman ESiterprLses
general manager. Ganott served as assistant
at the Palace here after service
during the war. and later succeeded Phil
Rapp there when Rapp was transferred to
Proctor's in Troy . manager
Herb Gaines arranged a tradescrecning of
"Robin and the 7 Hoods" at the Madison
on Tuesday ilOi afternoon.
Jo-Jo the Clown was an added feature at
Saturday-Sunday matinees of "The Three
Worlds of Gulliver" at the Community
Theatre in Kingston. Admission was 50
cents.
BUFF ALO
"Cd Miller has booked the Beatles clow
1
circuit television concert for the Pai
mount Theatre on the I4th and 15th, li
performances each day, al 12 noon i;
2;30 p.m. Every indication is fori
tremendous success, w^ith numerous pM
calls to the theatre boxoffice following t
nouncements on radio even before
newspaper stories broke . Dlcloni
Telethon chairman and Tom Fenno, dl
barker of the Variety Club, announced ti
collections at this writing were near
the $100,000 mark. It was said to be i
first telethon in American TV history
receive a greater pledge total the secc
year than the first year. The stupendi
job of mopping up and following throi
on pledges is being handled by Ha
Berkson. Tony Kolinski. Myron Gross 8
the Women's League of Variety.
. . .
nounced that "Camelot" with K
Mr. and Mrs. Dewey Michaels of l
Palace Theatre and Mr. and Mrs. Mar
Jacobs of Sports Service, are enjoylnf
vacation in Phoenix Chairman J
Hayes of the 37th annual Variety Int
national convention, to be held here, i
Howard
will be the convention time attractiooi
Melody Pair.
".Vmerica America" will be shown at
'
Loew-Shea flagship Buffalo, according
Loew city manager Frank Arena, who s
the Teck. also a Loew operation, will sli
"It's a Mad. Mad. Mad. Mad World." sta
ing March 25 . Michaels, who (
erates the Palace, says that burlesque \
return to the stage of that house Ma:
27. Michaels said: "This will be a returr
the Palace of the old-fashioned sh(
people used to enjoy. We'll keep book
such productions as long as people wi
to see them."
Switzer Grand Prize Won
I
By Salesman Jack Sane
ST LOUIS—Jack Sane of Kenmo
N.Y.. has been named grand prize win
honored at a dinner at which he p
in the national si
contest conducted
the Switzer Licoi
Co., which has
headquarters
Sane, who
here.
rep
sents Switzer in h
York state a
northwest Pennj
vania. received
expenses-paid va
tion in Honoli
with stops in
Jack .Sane
Louis and Los >
geles. Here Sane '
was
sented the Switzer Salesman-of-the-'\'
Award. In Los Angeles. Sane and his v
attended the Western Candy Show.
Wills Europe Bound
NEW VOHK Chill Wills will go
Europe shortly on a film merchandls
tour in behalf of "McUntock" He will v
cities in England. Italy. Germany. FVai
and Belgium.
Disney Opening Set
NEW YORK— Walt Disney's "A Tl
Walks" will open March 13 in 500 1
cities.
E-4 BOXOFFICE March 9, 1!

I
Reade
I
Also
the
for
which
Wonderama Process
Bows Before 1400
PLAINPIELD, N.J.—Approximately 1.400
exhibitors. New Jersey state and civic officials,
members of the tradepress and executives
from various major distribution
companies, as well as financial representatives,
attended the invitational preview of
'Mediterranean Holiday," the first feature
to be shown in the new Wonderama screen
process, at the Strand Theatre here
Wednesday i4i. The picture, which is in
Eastman Color and is distributed by Walter
Reade-Sterling, Inc., operator of the
Strand, opened its regular run Thursday
(5) and is expected to play "several weeks,"
according to Walter Reade jr.
BASED ON WELLS' INVENTION
Reade played host to more than 400 exhibitors,
press representatives and other
notables who were taken to New Jersey in
chartered buses and attended a cocktail
party and dinner at Washington House before
the premiere. In an informal speech
just after the dinner. Reade said that the
IWonderama process is the result of an
[electronic and prismatic lens invention of
Dr. Leon Wells, an American scientist born
in Poland, and was developed by Leon
Bronesky. The Wonderama picture, which
lis divided on the film, is joined through
jopt'cs and projected through two lenses
lonto the screen, which is more than 60 feet
Iwide, over 21 feet high and has a depth in
the center of 20 feet. Wonderama is the
'first of its kind that can project a motion
Ipicture in depth on a curved screen from a
jsingle unit. While the Wonderama system
ban be attached to any 35mm projector,
pew projectors were installed in the Strand
jTheatre for the premiere of "Mediterranean
Holiday."
stressed that this new process is
jideal for small theatres (one of the reasons
he held the premiere in Plainfield instead
3f a New York first run
i
lens is inexpensive
to install and can be removed
iust as easily following a Wonderama
Ifilm engagement. Reade-Sterling plans to
:harge a ten cent a seat royalty, regardjess
of the theatre's admission price, Reade
raid.
fteade also introduced Sidney Deneau, viceioresident
and general sales manager of
^Continental, the distributing arm of ReadeiSterling.
who spoke about the plans for
,vide distribution of the new process: and
j3ronesky. as well as Samuel Colosimo, chief
'ngineer of Reade-Sterling, who supervised
he Installation at the Strand Theatre.
WANY EXECUTIVES PRESENT
on hand at the dinner and the
pcreening were Irving Wormser. president
i)f Continental Distributing: Saul J. Turell.
president of Reade-Sterling: Sheldon
junsberg. executive vice-president, and Al
^loersheimer, Paul Baise and other Reade-
Sterling executives, as well as Charles
Bimonelli, Technicolor executive: Salah M.
iassenein. president of Skouras Theatres,
uid Jerry Pickman. Columbia Pictures
'xecutive.
Reade promised that a second picture in
"Vonderama. probably made abroad or in
he Soviet Union, would be available later
n 1964 and would be amiounced shortly.
lOXOFTICE March 9, 1964
B^ O A D W A Y
QEORGE WELTNER, executive vicepresident
of Paramount Pictures, has
returned to New York following production
and distribution conferences in Paris and
Rome. • * " Peter Glenville, director of
Hal Wallis' "Becket" for Paramount release
is here from Hollywood to attend the
world premiere at Loew's State March 11.
Also here from Hollywood is Franklin
Schaffner, who directed "The Best Man"
for United Artists release, to promote the
picture's summer release. Henry Levin, director
of "Honeymoon Hotel" for MGM,
left Hollywood, stopped in Syracuse, N.Y.,
to visit his daughter, Elizabeth, and then
continued to his home in Rome, Italy. E.
Jonny Graff. Embassy Pictures, vice-president
in charge of television, is back from a
trip through the midwest and west coast
areas.
•
At Cinerama, Inc., Michael D. Remer.
member of the board of directors, is the
proud father of Harry Anthony, born to
Mrs. Remer at Mt. Sinai Hospital February
28, and Barbara Lampe, secretary to
Frederick Koehner, vice-president and
treasurer, is engaged to Alan Rand, a
budding soloist, and the couple plan a
June wedding. * * * Edwin Gage, administrative
vice-president, secretary and
treasurer of Walter Reade-Sterling, has
been elected to the board of governors of
Pitkin Memorial Hospital in Neptune, N.J.,
Gage being a resident of Deal, N.J. » *
General Drive-In Corp.. comprising 13
drive-ins and seven indoor theatres in New
Jersey, has moved its mid-Atlantic office
to the Palace Theatre Building in Orange.
N.J, Robert Smerling is zone manager
and Robert Deitch zone film buyer.
•
Leonard Satz. formerly with Technikote
Corp., has been named vice-president of
Nautec Corp. • • ' David Emanuel, head of
Governor Films, is back from a southern
trip to set playdates on "A Touch of Hell"
and "Doctor in Distress" while Ruth Furst,
Paramount's national director of group
sales, went to Dallas for advance work on
Samuel Bronston's "The Fall of the Roman
Empire." United Artists division heads on
the move include Eugene Jacobs, southern
division manager, who went to Oklahoma
City for meetings with branch personnel
Wednesday, Thursday and Friday i4-6i
and Eugene Tunick, eastern and Canadian
division manager, who returned from a trip
to Cleveland Friday 1 i
6 a meeting with
Sam Oshry, branch manager, and leading
area exhibitors.
<
1 3
•
Samantha Eggar, young British actress
who scored in "Dr. Crippen" and "The
Young and Willing," both currently playing
New York first runs, was guest at a
reception given by Columbia Pictures at
the Sherry-Netherland Hotel Tuesday
before she goes to Hollywood for her first
visit and first American picture, "The Collector,"
which will be produced and directed
by William Wyler from the bestselling
novel by John Fowles. Terence
Stamp, who will play opposite Samantha
,went direct from England to Hollywood.
' * *
Debbie Reynolds, star of "The Unsinkable
Molly Brown," returned to Hollywood
Wednesday i4i after a visit in New-
York attending the Loew's State pre\iew
and giving newspaper interviews in connection
with the MGM summer release and
Elsa Lanchester came in from London,
where she took part in promotion activities
for MGM's "Honeymoon Hotel." • • • Don
Murray returned from Boston Wednesday
'4 1 after taking part in interviews and TV
programs for his United Artists picture.
"One Man's Way." which opens there next
week.
•
Robert Walker jr., who plays the title
role in "Ensign Pulver" for Warner Bros,
release this summer, came on from Hollywood
to accept the Photoplay Gold Medal
Award on the March 5 ceremonies. John
Michael Hayes, who did the screenplay for
"The Carpetbaggers" and "Where Love Has
Gone" for Embassy Pictures, also arrived
from Hollywood Wednesday (4i while
Stathis Giallelis, star of Warner Bros.
"America America," was guest of honor
March 4 at the International Student Center
of Yale University in New Haven, the
night the picture opened at the Whitney
Theatre. * * * Leon D. Warshaw. medical
director of United Artists, went to Washington
to address a meeting of the Washington
Heart Ass'n. • • * Luise Rainer,
former film star, and Alan Schneider, producer
of "Who's Afraid of Virginia Woolf,"
which opened in London returned from
Europe on the United States Friday i6i.
•
Paul Newman has completed filming
MGM's "The Outrage" in Hollywood and
is in New York for rehearsals with his wife,
Joanne Woodward, for their costarring
roles in the new Broadway play, "Baby
Want a Kiss." * * " Paul Anka, recording
star who played in "The Longest Day" for
20th Century-Pox, is on a 17-day tour of
leading German cities, starting in Hanover
February 28 and winding up in Berlin,
Wolfsburg and Misburg March 15. George
Chakiris. star of United Artists "West Side
Story" and "Kings of the Sun." is
a European tour of Stockholm, Copenhagen.
Brussels, Amsterdam and Paris,
commemorating the third anniversary of
"Story" in these cities.
also on
Frank Quinn to MGM Staff
NEW YORK—Frank Quinn. columnist
and film critic of the defunct New York
Mirror, has joined the MGM publicity-promotion
department, according to Dan Terrell,
advertising, publicity and exploitation
director, for the expanded public relations
staff to launch "The Unsinkable Molly
"
Brown, has been booked for the
Radio City Music Hall in early summer.
Florman-Babb Expanding
NEW YORK—Florman and Babb, supply
and service company of motion picture
equipment, has taken a controlling interest
in the Camera Equipment Corp. and Ceco
Indu.'itries, Inc. Robert Bregman is board
chairman and Arthur Floi-man, president
of the company, to be known as F &
B Ceco.
MGM Mourns E. C. Alvord
NEW YORK — The board of Metro-
Goldwyn-Mayer has adopted a resolution
of profound sorrow at the death of Ellsworth
C. Alvord. a director of the company
who served as tax attorney for 20 years.
E-5

last
and
William
^oHcCoK "^e^iont
P^
SUCCESSFUL Royal Film Performance
which raised more than $90,000 for the
CinematoRraph Trade Benevolent Fund, an
outstandingly successful new film made by
Anglo Amalgamated and a speech of optimism
from Robert Clark, president of the
British Film Producers Assn. were the
highlights of last week's industry news. A
packed Odeon Theatre Leicester Squar?
watched and applauded a stage show, written
and produced by Vivian Cox. and the
20th Century-Fo.\ film. "Move Over. Darling."
starring Doris Day and James Garner,
who was also one of the stars presented
to Prince Philip, duke of Edinburgh,
representing the queen who is shortly expecting
her third child.
The stage show was introduced by Richard
Attenborough and Miss Millicent Martin,
vv'hose new Anglo film. "Nothing But
the Best. ' week received rave Fleet
Street reviews. This was the 18th of the
Royal Film Shows and also marked the
40th anniversary of the founding of the
CTBF. In his opening address Attenborough
pointed out that no less than $1,500.-
000 had been raised by the royal performances
up to date. The show, as usual, received
extensive press and television coverage
and the laughter and applause at the
end of "Move Over, Darling" indicated that
the audience felt that they had spent their
money for a good cause and a fine example
of film entertainment.
Considering that the pictiu-e had no big
name stars and the story was an example
of "black comedy" the impact that "Nothing
But the Best" had on the press and
the public alike last week was little short
of staggering. Produced by E>avid Deutsch
and directed by Clive Donner. the film
wittily tells the tale of how a young man
of lower class origin attains financial and
social success. Owing a little of its origin
to the famous Ealing comedy. "Kind Hearts
and Coronets." Deutsch s film probes deeper
into the changing social values of contemporary
British society and its dialog
has a sharper bite. Alan Bates, the star
of "A Kind of Loving," plays Jimmy Brewster,
the luiscrupulous young man who
gets to the lop through applying one-upmanship
"establishment" tactics plus his
own unique contribution of murder; Denholm
Elliot plays a ne'er-do-well upper class
mentor to Bates, who eventually is liquidated
in the interest of his pupil's advancement.
Elliot is. incidentally, extremely funny in
his role which is probably one of the best
parts he has ever been given in any film.
Millicent Martin, the singer actress from
the BBC show. TW3. in another piece of inspired
casting, plays Ann. a beautiful, but
brittle debutante who falls for the Bates
routine and thus enables our young scoundrel
to enjoy the blessings of a rich fatherin-law.
Other outstanding members of the
cast include Harry Andrews and James
Viliers plus Pauline Delany. who gives a
brilliant study of a landlady suffering from
an acute case of nymphomania. This is the
British version of "How to Succeed in Business"
and is presented with a style and wit
that will be the rage of sophisticated audiences
all over the world.
Scriptwriter Frederick Raphael and director
Donner boldly stick to terms of
By ANTHONY GRUNER
reference which places the future of Bates
in some doubt. The law does catch up with
him. but in a surprising twist the film gives
him a 50-50 chance of escaping the hangman's
noose. It may cause cen.sorship problems
in other countries, but John Trevelyan.
the chief censor over here, has given it
an A certificate, which means it can be
seen by children in company with an adult.
• • »
Robert Clark, a director of Associated
British Picture Corp. and president of the
British Film Producers Ass'n. is a cautiousminded
man. But last week at a meeting
of the Royal Society of Arts he threw
caution to the winds and declared that the
future for British films was terrific and he
did not think that it had ever been better.
Clark was chairing a lecture on the future
of the British films delivered by Herbert
Wilcox. And while the veteran British director
had some interesting things to recall
about the past, it was the introduction of
the chairman w-ho collared all the press
headlines.
Clark began by pointing out that during
the past few months there had been a tendency
for the decline of cinema attendance
to be arrested and he added "even slightly
better than that— the tendency is the other
way round." He believed that the industry
had reached the stage when attendance
would increase "because of the exceptionally
good crop of pictures we have been
having in the last few months." Clark
said he thought the film industry attracted
to itself too much unnecessarily harmful
publicity by moaning too much. He did not
think that cost had anything to do with
entertainment: the public was not interested
in that. Some films with big budgets
had not done as well as others with smaller
ones. They had all been excited wheti
"Prom Russia With Love" had done very
good business and equally delighted when
"A Stitch in Time" seemingly did even
better." It is just this type of competition
we need in the business to make it really
worth while."
"Wilcox, in a prophetic mood, declared
that "except for indigenous comedies and
small realistic films of localized interests.
British films in five years from now will
be stone dead. From their ashes will emerge
great international pictiu-es and the best
of both worlds. Films comparable to
"
"Bridge Over the River Kwai. "Guixs of
Navarone." "Lawrence of Arabia." "Tom
"
Jones "Becket." They will be as British
as they could be, with great British
actors and a great American producer with
the know-how and. not unimportantly, all
the money he needs."
• • •
Associated British Picture Corp.. in association
with Butlin's. Ltd.. and a private
company controlled by the holiday camp
king, Billy Butlin. are working together on
a project to develop an 80-acre site in
Blackpool into an entertainment center to
include Britain's first drivc-in cinema. Thf
project will be known as Ventureland and
will initially call for a Butlin Holiday Center
for 8.000 persons and the ABC Drive-
In Cinema with accommodation for 1.000
cars.
Following this phase there are plans
for a zoological garden: a golf drtviil
range: an exhibition and county show arei
leisure gardens: an oceanarium to be knoiR
as Marineland: a central car park wit
accommodation for 12,000 cars: a trottte
track and a golf course. There will all
be a magnificent sailing and boating are
The entire scheme is now being conslderc
by the Blackpool Corp.. who will be in (i
vor of making this seaside resort of tt
north more attractive than ever before. ,
• • • »
George H. Ornstein has been appoint*
head of United Artists production in tt
United Kingdom, it was announced I
Ilya Lopert. UA executive. Ornstein w1
represent the company in all new produi
tion projects involving the United Klni
dom and will act as liaison between pit
duction there and the United Artists' hoor
office in New York.
Joining United Artists in 1946. Ornstel
has served the company in various execi
tive capacities in the foreign and produi
tion departments. ^.
• • •
"Tom Jones" added another honor to ti
credits, as John Osborne won the Britiz
Screen Writers Guild 1963 Award for tt
Best Comedy Screenplay for his adapb
tion of the Henry Fielding classic.
Osborne is a leading contender in t^
Motion Picture Academy's Oscar race i
the Best Screenplay—based on materi;
from another medium category. Also. U
British Film Academy rates him a from
runner for Best British Screenplay hono;
for "Tom Jones."
• • • ,^ ',
News in brief: British Movietone Ne*
. .
old Pinter, starring Donald Pleasence. Ala
Bates and Robert Shaw based on the sue
stage pla:
ne'
will use Cinemascope as well as color t
film this year's Grand National Steepk
chase . "The Caretaker. " written by Hai
cessful
opens
west
at
end
the
and Broadway
Academy next week. It wt
backed by Richard Burton. Elizabeth Ta>
lor. Peter Sellers. Peter Hall. Leslie Carol
Peter Cadbury. Peter Bridge. Noel Cowan
Harry Saltzman and Charles Kasher. Ii
budget was $30,000 as all the actors an
director Clive Donner, producer Micha<
Birkett and Pinter were on deferred pay
Harry H. Corbett and Diane Ci
ments . . .
lento have
Sydney
been
Box
selected
film now
to star in
shooting
the
at At
sociated British Elstree Studios "Rattle c
a Simple
"
Man. Gell produce
Muriel Box directs from a script by tb
author of the play. Charles Dyer ... J
Janni and John Schelsinger. the prodU«
and director of "Billy Liar. "
will b
t

, each
. . . Kane
. . . Allied-COMPO
. . George
. . WB
. . The
. . Mr.
Torregrosso.
. . Altoona
Marie
Gateway, Fulton Houses
Picketed by Local 3
PITTSBURGH — lATSE Local 3 stagehands
continued picketing Associated's
Golden Triangle theatres, the Gateway and
Fulton, after projectionists' Local 171 returned
to booth duties after supporting the
stagehands' strike for one week. The
stagehands, without contract, had helped
in installing automatic curtain controls to
be operated from the projection booth,
which George Stern, Associated executive,
stated had cost $6,000. Before the electric
power was turned on to make the connection,
the stagehands suddenly were called
DUt on strike and they pulled the curtains
during exhibitions of pictures at the two
theatres and took up picketing duties alnost
immediately.
The next day the projectionists refused
*o cross Local 3's picket line and they
ioined the stagehands in parading in front
)f the theatres. Associated had nonunion
nen in the booths. After one week. Local
jl71 members asked to return to their jobs.
f>Iorman Mervis. theatre circuit general su-
[jervisor, stated that the theatre managenent
had no argument with the union of
projectionists and they discontinued
)icketing and the next day returned to
heir work in the booths.
Theatre officials had charged that the
stagehands had been "featherbedding" and
in addition to opening and closing the
:urtains in front of the screen that only
line employe should be on the payroll and
hat he should be assigned maintenance
luties for a designated number of hours
ach week. For
i
pulling the curtain and
vith no other duty
>
man, two in each
heatre, had been paid $125 per week.
>I.Y. Exhibitors Attend
3V Meeting on 'Merlin'
NEW YORK—Irving H. Ludwig, presilent
and general sales manager of Buena
'ista, played host at a conclave-breakfast
or local exhibitors 'Wednesday 1 4 ) to plan
jhe campaign for the New York metropolian
area launching of Walt Disney's "The
lisadventures of Merlin Jones," starting
larch 25. More than 50 circuit executives
.nd theatre managers, representing 19
louses in Manhattan, Brooklyn, Queens,
fassau and Westchester, attended.
A "Direct Prom Disneyland" troupe,
eaded by Annette Funicello. Jimmy Dodd.
)onald Duck. Mickey Mouse. Goofy. Pluto
nd Candy Candido. will herald the March
;5 opening by appearing in person at
K)ew's Olympia and the Trans-Lux 85th
treet in Manhattan: Century's Marine
nd Oceana. Randforce's Beverly and Sea
ue, and Interboro's Fortway in Brooklyn:
oew's American and Brandt's Post Road
nd 167th Street in the Bronx: Century's
liss. Prospect. Queens and Prospect in
'ueens and four theatres in Nassau, as well
s appearing in schools and on campuses
iroughout the city.
Other B'V executives who attended the
;ieeting included James V. O'Gara. east-
:"n division manager: Leo Greenfield,
estern division manager. Charles LevT.
dvertising-publicity director: Bob Dorflan.
promotion and exploitation manager,
nd Louis Gaudreau. Herb Robinson. 'Vito
udlum. Frank Petraglia. Jack Herschlag
nd Arlene Ludwig.
Joseph E. Levine's "Contempt"
Bardot and Jack Palance.
rigitte
3XOFTICE March 9. 1964
stars
PITTSBURGH
groumas Theatres, which has been building
new theatres and acquiring others,
has taken over the Family Drive-In at
Mundy's Corner near Johnstown . . . Hal
H. Harrison of Cheswick. nationally known
wildlife motion pictiu-e producer, lecturer
and author, reports that his son George
H. Harrison now is editor of the Pennsylvania
Game News, published by the
state Game Commission.
Ralph and Millard Green, co-owners, are
celebrating the tenth anniversary of Th3
Guild as an art house. The brothers are
sons of the late David N. Green, tobacco
distributor who took over this theatre,
then known as Harry Rubin's Beacon, in
1938: their late uncle was Edward H. Goldberg,
for two decades a Brushton exhibitor
community is observing its 100th
anniversary . will screen "Robin
and the Seven Hoods" at
the Manor Theatre
March 10 at 10:30 a.m. . and
Mrs. Bernard H. Buchheit reopened the
Rustic Drive-In at Norvelt and were
snowed and frozen out, so they tried
again, opening a new outdoor season.
Brighton Township, Beaver Coimty. Collected
$2,278.30 in amusement taxes during
1963 . Anderson. Tarentum
Valley newspaper critic, has one word for
UA's "The Ceremony" and it is "disaster"
here has a merchandising
program on Universal's "The Brass
Bottle" upcoming . downtown Penn,
with a shortage of product, returned UA's
"West Side Story" and has Paramount's
"Hud" and "Come Blow Your Horn" on
schedule as well as 20th-Fox's "South Pacific."
Ben Kalmenson, who started in the film
business here with old First National in
1927, is the 'WB third largest stockholder,
this interest including the company's film.
TV and record departments. His late brother
Jack in more recent years was the local
WB manager, his successor being Bill
Lange. Ben. executive vice-president of
WB. at 65, is at his peak, and after all
the years he has been absent from local
Pilmrow duties, remains one of the swellest
guys ever to peddle films hereabouts.
The Orpheum at Connellsville, one of
three theatres leased by Associated from
the Notopoulos circuit more than a year
ago. again is being licensed and operated
by the latter organization . . Jack Fontaine.
.
Paramount shipper for more than 39
years, who suffered a stroke the morning
of last August 13. has made rapid recovery
and now has use of his right arm
although the hand is only beginning to
return to normal use. Paramount continued
Jack on the payroll and he has now tm-ned
in his resignation, just short of 40 years
with the company. He said he would visit
Filmrow friends from time to time as he
responds to therapy, and he hopes someday
to devote his time in assisting others
who have been afflicted with strokes as
the therapy work and equipment have won
his major attention. Fontaine says he feels
well and he certainly looked it. we are so
very pleased to report.
Associated circuit opened its Miami
Beach, Fla.. theatre, the Roosevelt, Wednesday
i4i. It is an 1.100-seat house and
had been closed a number of months. The
theatre has been renovated and newly
decorated . Mirror places its
WPBG-T'V movie ads on its theatre page
... Ed Staab has been appointed Pittsburgh
division sales manager for P&F
Laboratories of Chicago . . . Thirty-two
Lawrence County Home residents and
.shut-ins were guests of the Penn. New
Castle, for a showing of Walt Disney's
"Merlin Jones." Leo A. Mickey, manager,
gave them free admission plus a box of
candy. Red Cross. Grey Ladies, etc.. furnished
cookies, and the Smeal Bus Co. furnished
transportation, as did the New
Castle Transit Authority.
A 20 per cent reduction in the price of
season tickets for the Civic Light Opera
which has scheduled six book shows and
two revues, is announced by Hal Friedman.
CLO promotion director, who is the husband
of the television news reader Marie
i
Torre > is the gal who
is hot against "indecent" movies, literature,
Armstrong Utilities this week
etc . . . opened an office on Main street. Butler,
to sign up customers for a new TV cable
service . . . Dick Liebert, Radio City Music
Hall organist, who was featured here at
Loew's Penn for a long run in the early
1930s, will be the substitute for violinist
Mischa Elman. who has a broken leg. for
the Allegheny Valley Concert Ass'n in
High auditorium. New Kensington.
Ken
Helen Louise Trautman Is
Engaged to Lawrence Knee
PITTSBURGH—Mr. and Mrs. Robert M.
Trautman. owners and operators of the
Hill-Top Drive-In. Butler, have announced
the forthcoming marriage of their
daughter Helen Louise to Lawrence Knee,
manager of Stanley Warner's Stanley
Theatre in downtown Pittsbmgh.
Miss Trautman is a graduate of Westminster
College. New Wilmington, and
presently is employed as assistant to the
producer of the John Reed King Show on
KDKA-TV. She has been associated with
the John Reed King Show for the past
year.
Knee will be celebrating his fifth year
as manager of the Stanley Theatre, having
taken over March 1. 1959. He has been
associated with Stanley Warner Theatres
and Warner Bros. Theatres for the past 22
years, having managed theatres in many of
the towns of the circuit.
'Empire' to Philadelphia SW
PHILADELPHIA — John Hicks. Paramount
manager here, and John Roach of
the Stanley Warner Theatre signed a contract
for the showing of "The Pall of the
Roman Empire" at the SW house.
Lrui_>mD
DRIVE-IN SCREEN SURFACING
Twic e tbe Brightness Skvptf
ON BETTER DRIVE-INS EVERYWHERE
THE GEORGE ENGLISH CORP.— Berwrn, Pa.
.N«llon«ldt Stn\u . Llltman . . Ttl. Nliort

was
. . Charles
UA's Political ^Best Man' Set for March Showings WASHINGTON
TJoliert J. Folliard, Continental Distribu'
Left to right: producer Stuart Millar, I'A vice-president David Picker and
producer Lawrence Turnian at "The Best Man" trade conference in New York.
NEW YORK—United Artists will hold
advance screenings of its early summer
release, the picturization of the political
comedy "The Best Man," which was a
Broadway stage hit four years ago, early
in March in several key cities in order to
create interest and discussions about the
film. The picture will have its regular
showings starting late in May, in advance
of the 1964 political conventions, according
to David Picker, UA vice-president.
UA wants the exhibitors, circuit heads
and opinion-makers to see and talk about
"The Best Man," and Mori Kruschen, exploitation
field man, will go out to San
Francisco, Los Angeles, Chicago and perhaps
Boston and Philadelphia, during
NORTH JERSEY
CtanJey Warner's Newark zone office announced
a number of management
changes, which includes the resignation
of Joseph Frankel, manager of the Cranford,
Cranford. Frankel had been with SW
for several years, first at the Sanford, Irvington.
Moving into the Cranford was Mike
Demscak, former manager of the Warner.
Harrison. Lou Albanese. manager of the
Tlvoli. Newark, was transferred to fill
the Harrison vacancy, and William Robbins,
assistant at the Hollywood, East
Orange, was then promoted to manager of
the Tivoli. Edward Batlan retmned to his
old post at the Ritz, Elizabeth, following
an extended sick leave, and Carl Ledzion,
who had been filling in at the Ritz, has
been appointed to manage the Roosevelt,
Newark.
In charge of the Roosevelt since last
fall, SW relief manager Esther Swiss was
appointed as assistant to Bob Philips at
the Hollywood. East Orange. Newcomer to
the SW organization is Dick Smith, formerly
of Moss' Bergen Mall Theatre. Paramus.
Smith is presently stationed at the
Oritani. Hackensack, where he will work
with manager Murray Spector. Harry A.
Weiner, manager of Warner's Wellmont,
Montclair, is at home, recovering from an
ENDLESS
BURNS THE ENTIRE
POSITIVE ROD
Sov« Corbon Colt
EAST COAST THEATRE SUPPLY
S32I Krnwood A«c
Baltimore, Morvlorx]
Phone: 6«S-0U0
these first screenings, according to Gabe
Sumner, national director of advertising,
publicity and exploitation.
Picker is holding meetings in New York
with the picture's two producers, Stuart
Millar and Lawrence Turman, on plans for
the release of "The Best Man," which was
first bought for filming four years ago for
$250,000 and was not produced until early in
1963 to time its release in a Presidential
election year. According to Sumner, the
picture pulls no punches and depicts what
actually goes on in hotel rooms and corridors
during political meetings, as well as
makes references to Eisenhower, Truman,
Stevenson and other political names. The
film stars Henry Fonda.
operation in Morristown's Memorial Hospital.
Weiner's assistant. Bob Coleman, is
presently in charge at the Wellmont.
Elaine Hausser, recently transferred by
Fabian from Pennsylvania to the Bellevue
in Upper Montclair. has been appointed
manager of Fabian's Clifton Theatre, following
the resignation there of Jerry Littenberg.
Mrs. Hausser. who has been with
Fabian for the past 12 years, recently had
managed the State Theatre in Altoona.
Pa., which was sold last December.
BALTIMORE
The House judiciary
committee has killed
a bill that called for abolishing the
Maryland Board of Motion Picture Censors.
There was not any discussion of the
measure prior to the committee taking
this contemplated action.
Aaron B. Seidler, general manager of
Affiliated Theatres, is justly proud of several
new murals decorating walls of his
home. They are the art work of Irwin
Cohen, film buyer and booker.
The Townson Theatre of the Hicks-
Baker circuit had to be evacuated when
the auditorium became filled with smoke
from a multi-alarm nearby fire. Showing
at the time was "The Great Escape." Warren
Goad is manager of the house ... J.
Stanley Baker, head of the circuit, is vacationing
at Fort Lauderdale, Fla. John
Recher is in charge during his absence.
Andy Benya is now general manager in
this territory for Redstone Theatres and
occupies offices at Queen Chapel Drivein,
West Hyattsville. He moved there from
Carlins Drive-In. Baltimore, where
Thomas EUeman, formerly of Ohio, is
manager.
iiig manager, and approximately !
exhibitors of the Washington-Philadclph
area attended a preview of "Mediterranea
Holiday" at the Strand Theatre in Norl
Plainfield, N. J., on the 4th. Among ti
guests were Marvin Goldman and W. 1
Gingell, K-B Theatres, Washington: Ja<
Fruchtman, J-P Theatres and Aaron Sei<
ler. Affiliated Theatres, Baltimore, ar
i
from Philadelphia— Irving Coopersmith
Stanley Warner; Ed Potash of Hellma
Enterpri.sos. the Claude Schlangers and Pi
Beck, Schlanger Theatres, Rocco Palei
and Mort Levine of Savar Corp., and N.
than Milgram, Nathan Milgram Service
The documentary introduced a new scree
process, Wonderama, which Walter Readi
Sterling is handling in the United Stat«
Walter Reade jr. was host to the exhibltoi
for cocktails and buffet prior to the screei
ing.
Greek star Stathis Giallelis will be tt
guest of honor at the premiere of "Amerl(
America" Wednesday 'lli at the Tran;
Lux Playhouse and at a buffet suppx
which will follow at the Jockey Club. Tf
supper was to have been held in tl
State Department's John Quincy Adan
room, but there was some protest by tt
Tm-ks, claiming the Greek story presen
an anti-Turk postm-e. Donald Britton, wt
manages the three district TL houses, wi
an actor for six years and worked for El:
Kazan in "Splendor in the Grass." Kaza
advised Britton by phone the Greek star
name is pronounced Stafis Yahahlease.
Jerry Baker, manager at RKO Keith'
presented the Clay-Liston fight films wit
"One Man's Way." For the latter. Baki
distributed 100.000 discount coupons amor
the ministers and their churches. "Pin
"
Panther previewed Tuesday evenir
(3) at MPAA to a press audience invite
by UA manager Edwin Bigley and publicl:
Max Miller. It will open at Keith's . . .
Tl-
British Beatles, according to the Interru
Revenue estimates, will be paying tax rev(
nues to Uncle Sam on about $50.000,(K
sales of wigs and T-shirts, etc.
Eddie Kushner' MGM office manager,
:
back at work after a vacation. Jack Poxi
publicist, and his secretary Lucille Rar
dale have retm-ned to the office aft*
brief illnesses. Lucille had the measles . .
Bill Michalson of AIP and Columbia Be
Caplon. Columbia, were calling on accouni
in Baltimore . Hurley, in book
ing at Columbia, is rapidly recovering aiU
surgery.
On Filmrow for booking sessions were
Mike Leventhal. Lord Baltimore: Eddi
Kimpel, Rome circuit: Ron Freedman C
the Rex and Avalon theatres and Bl
Myers, Poconos Drive-In. all from Bait:
more: Jasper Stanley. Bedford iVa.
Drivc-In: Sidney Bowden. Wilder circul
Norfolk: Floyd Davis. Neighborhood The
atres Richmond, and Jay Gordon bring
ing up his bookings for his Newport New
theatres.
MGM Votes Dividend
NEW YORK — The board of Metro
Goldwyn-Mayer has declared the regula
quarterly dividend of 37 '2 cents a shar
on the common stock, payable April 15 t
stockholders of record March 17.
E-8 BOXOFFICE March 9, 19«

I
television
French
.
, Janet
NEWS AND VIEWS THE PRODUCTION CEMTER
'Hollywood Office—Suite 320 at 6362 Hollywood Bird J
tilestone Award Is
ifon by Arlhur Freed
HOLLYWOOD—Arthur Freed received
e Screen Producers Guild's Milestone
award, the highest
honor bestowed by
the men who make
the pictm-es. at the
annual dinner Sunday
111 in the Beverly
Hilton Hotel.
"Tom Jones" was
selected as the best
produced film of
Arthur Freed
1963.
Over 1,000 leading
personalities of the
motion picture and
world
l]
i
ijtended.
The television award was presented to
Jbert Markell for his Defender series,
'liich won last year. The Jesse L. Lasky
JtercoUegiate competition honor was won
Wisconsin University, with Dave
Brisch accepting for his alma mater.
At the head table were Stanley Adams.
iCap president: Julie Andrews, Robert
(*ulet, Mervyn LeRoy, Shirley Jones, Jack
li Warner, Samuel Goldwyn, Y. Frank
feeman, George Stevens jr.. Gene Kelly,
Ijbert Weitman, Fred Astaire, Lawrence
^|;ingarten, Vincente Minnelli and Baron
luis de Cabrol consul general i
lungary Reported Set
'j Aid Picture Makers
iOLLYWOOD—Upon his
return from a
tree-week European casting and locations
si>uting trip in behalf of Columbia's "The
Cjilturions." director Mark Robson retted
that word is circulating on the intnational
filmmaking front in Belgrade.
Vgoslavia, that the next nation to lure
iTetofore reluctant production onto its
sll with government-backed financing will
t Hungary. As Yugoslavia has done with
sicess, Hungary is now letting it be known
tit fiscal aid will be extended to those
*ling to lens within its borders and
cjnply with regulations.
lick
Meyer to 'Cowboy'
iOLLYWOOD — Richard Meyer has
y led the Independent Producers Associated
a head of production. The company, lo-
Ced in San Francisco, will coproduce the
f;er Sellers-Ty Hardin costarrer, "Sir Cowb'."
in Spain. Meyer recently eoproduced
'Vro" for AIP.
Reynolds Will Present
Sound Editors Award
HOLLYWOOD — Debbie Reynolds will
present the Motion Picture Sound Editors'
annual Golden Reel award for major motion
picture sound editing at the 11th annual
awards ball at the Beverly Hilton
March 14, according to Peter Berkos.
MPSE president.
• * *
Screen Producers Guild will select its
choice of the best picture from 16 films,
including all five of the pictures chosen for
Academy Award consideration. The Academy
nominations are America America,
Cleopatra, How the West Was Won. Lilies
of the Field and Tom Jones. The others
are The Courtship of Eddie's Father, 8' 2,
The Four Days of Naples, The Great
Escape, Hud. Irma La Douce, The L-
Shaped Room, Love With the Proper
Stranger. Son of Flubber, This Sporting
Life and Sundays and Cybele.
W. R. Forman Disposing
Of Interests in Royal
HOLLYWOOD—William R. Forman, exhibitor
here and in Hawaii, announced that
he will dispose of his 51 per cent interest
in the Royal Theatres in the islands, under
an agreement w'ith the state antitrust authorit'es.
However, he will retain Consolidated
Amusements, which he holds outright.
ANXOUNf'ING NEW SUBSIDIARY
—Pictured in Hollywood, left to right,
are Eugene V. Klein. Norman Lear.
Bud Yorkin and Irving H. Levin as the
National General Corp. executives announced
formation of a NGC subsidiary,
Carthay Center Productions, for
the purpose of producing feature motion
pictures. Carthay's first film will
be "What Are Little Girls Made Of?"
Jack Warner Appeals
For Sunshine Vans
LOS ANGELES—Jack L.
Warner, president
of Warner Bros, who was presented
the annual Heart award by Variety Tent
25, appealed to the wealthy and successful
people of Hollywood to join him in providing
20 Simshine coaches, similar to the
$10,000 vehicle he has given to the club, to
transport crippled children outside the
hospitals.
The presentation was made at a dinner
in the Beverly Hilton Hotel attended by
1,000 film colony and show business leaders.
Fied Stein was installed again as chief
barker. He announced the Variety Boys
Club, which boasts 3,000 members and cost
$750,000 is now paid for. Louis Diaz runs
the club. Tent 25 also operates the Heart
Center at UCLA.
The new crew includes Alfred S. Lapidus,
James H. Nicholson. Herbert L. Copelan,
Allan J. O'Keefe, Chester J. Doyle. William
R. Forman, Eugene V. Klein, S. Charles
Lee. William H. Oldknow and Ezra E.
Stern.
Other honor guests were Ted Dorr,
Robert I. Lippert, Ben Kalmenson, Harold
Mirisch, Mike FYankovich and Binnie
Barnes iMrs. Prankovich 1 Leigh,
Jesse White and William Orr.
James Carreras, Hammer Films and
Variety International official, and James
B. Goodlatte of ABC Cinema, both of London,
attended. Carreras read a letter from
Lord Louis Mountbatten acclaiming Warner
for his philanthropic activities on behalf
of the club.
Speakers included Merx^n LeRoy and
Bette Davis
Peppard Asks Freedom
From MGM Contract
HOLLYWOOD—A suit filed by George
Peppard asks declaratory relief against
MGM. claiming studio had breached contract
with him and that he no longer is
under any obligation to the company. The
contract was signed Dec. 22. 1958. and Peppard
charges that the studio failed to
properly exercise its option for a third
contract year and materially breached the
pact by failing to pay him $60,000 for a
period from April 1. 1960 through March
31, 1961.
Technicolor to Big Board
HOLLYWOOD—Technicolor, Inc.. listed
on the American and New York Curb exchange
for over 35 years, has applied for
listing on the New York Stock Exchange.
XOFFICE March 9. 1964 W-1

'
—
Arthur Penn to Chicago for 'Mickey One' Film HoHOlulu and Oiher
Hawaiian Areas
By TATS YOSHIYAMA
1
Left to risht: Hurd Hatfield. Alexandra Stewart, Arthur Penn, scenarist A.
M. Surgal, Warren Beatty and Teddy Hart rehearse in New York for "Mickey One."
HONOLULU—Producer-director Art Ml
ijolc'on. assisted by his wife Jo and a t
crew of technicians, stars and local woB
ers, started full-.scale production on C
lumbia's "Ride the Wild Surf." Slated 1
three weeks of shooting under tropic
blue skies i ? > . most of the crew are hea
quartered on the north shore of Oal
Island on Kawela Bay. On-the-beach fUi
ing activities will cover areas extendi
from Haleiwa to Waimanalo.
Scores of well-known island surfers ha
been inked for the actual surfi
sequences. Adding authenticity to the pi
ture. many local guys and gals are sign
in for featured and bit parts, includi:
Miss Kauai of 1962. Ellilh Aguiar and M:
Hawau of 1963. Sue Pickeriny. Local b
Dick Kuhne is handling the color earner;
NEW YORK—Producer-director Arthur
Penn, who has been conducting pre-production
rehearsals In New York for
"Mickey One." which he plans to film entirely
in Chicago for Columbia Pictures release,
left for that city Sunday
( 1 1 for
further rehearsals preparatory to going
before the cameras March 16. Interiors
will be made at the Niles Studios there.
Warren Beatty, star of Robert Rossen's
Start on Film Based
On TV McHale Series
HOLLYWOOD—A feature to be made
based on the McHale's Navy television
series will begin .shooting March 9 for Universal
with feminine parts added to TV's
all-male cast. Ed Montagne, producer of
the Revue-ABC series for the past two
years, will produce and direct the color
film, to be ready for a July release.
Jean Willes has been signed as one of
the two female leads. The film will headline
the entire cast of the television show
Ernest Borgnine. Joe Plynn. Tim Conway.
Carl Ballantine, Ed.son Stroll. Gavin Mc-
Leod, Gary Vinson, Billy Sands, John
Wright and Yoshio Yoda.
Si Rose has w-ritten a story with Frank
Rill jr. and George Carleton Brown doing
the screenplay.
'Hoods' Previews on 10th
HOLLYWOOD — Exhibitors in 32 key
cities will attend special theatre showings
March 10 of the big Warner Bros, summer
release, "Robin and the 7 Hoods." starring
Prank Sinatra. Dean Martin, Bing Crosby.
Sammy Davis jr., Peter Falk. Victor
Buono and Barbara Rush.
Radnilz Writing an Article
HOLLYWOOD — Producer Robert B.
Radnitz is writing an article dealing with
the making of motion pictures from children's
books for Horn Book, leading literary
publication devoted to children's books.
Radnitz' article is based primarily on the
making of his Universal picture. "Island of
the Blue Dolphins. " based on Scott O'Dell's
Newberry Medal winning novel of the same
title.
W-2
forthcoming "Lilith." also for relea.se by
Columbia, has the title role in "Mickey
One" with Canadian actress Alexandra
Stewart in the feminine lead and Hurd
Hatfield, stage star, and Teddy Hart,
character actor who is semi-retired and
will make his first film appearance in eight
years. Christian Cloquet. French cinematographer.
has been signed by Penn for his
first American assignment.
Orry-Kelly. Designer,
Dies; Award Winner
HOLLYWOOD—Orry-Kelly. 67. costume
designer and three-time Academy Award
winner, died of cancer of the liver. He was
working on Billy Wilder's "Kiss Me,
Stupid" when taken ill, and entered the
Cedars of Lebanon Hospital February 11.
He was chief designer at Warners from
1923-1945. He won Academy awards for
the 1951 "An American in Paris." the 1957
"Les Girls" and the 1959 "Some Like It
Hot."
At his bedside at the time of his death
was Mrs. Jack L. Warner, who said that
her husband would deliver the eulogy at
services at Forest Lawn Cemetery.
Kennedy War Drama
Back to
Theatres
HOLLYWOOD— -PT- 109. • the Warner
Bros, picture drama about John F. Kennedy's
wartime adventures, will return to
distribution March 19 at 16 theatres in the
Dallas and Houston areas.
Engagements elsewhere will follow during
March. April and May.
Warner Bros, withdrew the picture from
distribution on the day the Piesident was
assassinated at Dallas. The Technicolor-
Panavision film originally was released
la.st July 27.
A Goldwyn Jr. Tour
HOLLYWOOD—Samuel Goldwyn jr.
left
on the first part of a 40-city college lecture
tour in behalf of his "The Young Lovers.
Goldwyn will screen the film at each university,
deliver a lecture on filmmaking and
hold open seminars for the students.
More locationings: And soon the Islan
will be a'ohaing in locationing compaiu
from both sides of the Pacific. Sinatn
unit for "None But the Brave," Woi
War II .script by a Japanese writer: Pr<
ley's "Isle of Paradise." by a Paramou
unit and Toho of Japan, all will be crowing
the 50th state for production activiU
Sinatra, incidentally, was en route
Tokyo for initial production preparatlc
for the film to be shot here.
• • «
New pictures in Honolulu: "Tom Joni
at the Kuhio, laden with leis of awan
prizes and ten Academy Award nomlii
tions: "Seven Days in May": the offlc
fight films: Japanese sumo iwTestlin
tournament pictures from Tokyo with m(
of the hefty sumo-artists who appeared
Honolulu recently and now on the mii
land United States: "Sunday in New Yorl
and extended engagements of "It's a M(
Mad. Mad, Mad World," "Wutherl
Heights" and "The Victors." And o
screen, on-stage performances of M
Akemi Mari in "A Woman Like MonrO'
Richard Harrison, beef-cake mu*
man. was monopolizing the lower half
dual bills in two features. "GladlaU
Seven" and "The Invincible Gladlato
showing at six theatres all over town.
Frank Albertson
Dies
HOLLYWOOD—Services for Frank >
bertson. 55. were held on Tuesday (3>
the Gates-Kingsley-Gates Mortuary. T
actor entered motion pictures in 1922
has been continuously active in films a
television appearances until his death
his home, on Saturday. February 29. I
wife, two daughters and two sons surw
Naify Goes to
Coast
NEW YORK— Marshall Naify. presldJ
of United Artists Theatres and Dimensl
—150. Inc.. has gone to the coast to d
cuss production plans for the process a
confer with Robert Naify on plans for t
circuit.
Showing Weekends Only
JEWETT CITY. CONN.—The Perak
State is now operating Fridays throu
Sundays.
BOXOFTICE March 9. l*
,1

I
I
While
• daughter
father
and
..JO ooQooofloo»aflflfl8flQaa(iaoo8gQ^
^
TELEVISION I
ACTIVITIES I
rf B » B"a~a~aTnn>"g^TrBTrg^~s'B~8"B~irinrinnnr
VENTUCKY, starring Dennis Weaver in
a new half-hour thoroughbred racing
series, will get under way next fall on the
full NBC network. The show is spotted
in a Saturday night slot, according to Mort
Werner, program vice-president. Weaver
has been on the Gunsmoke series for eight
seasons.
* * *
It is interesting to note that the British
iccent of Glynis Johns was acceptable in
:his country on the Glynis show, which has
oeen bought by the British Broadcasting
borp. from Desilu for airing in Britain. If
:he results are satisfactory, more crossf'ertilization
of accents between both
ountries on other programs may follow.
Inside the Movie Kingdom," a 90-minjte
taped NBC special, will be airing
March 20. Sammy Davis jr. is starred.
Jack Warner characterized the recent CBS
eport about Hollywood in rather unkindly
ind critical fashion at the Screen Proiucers
Guild dinner, and there is hope
hat NBC-TV will have a different
ipproach.
• • •
Edie Adams was presented the
Oistinguished Sales award for 1963 for her
lerformance in Muriel cigar commercials,
.nd the Hollywood Advertising Club ran
Its International Broadcasting awards, all
« not smooth sailing for the filmed jingles.
). growing movement against the current
ivalanche of commercials culminated in a
jDo Something" campaign by the National
Us'n for Better Radio and Television headquarters
here to focus public attention on
he issue of FCC authority and responsilility
to curb overcommercialism on radio
nd television. The group is urging people
b write to the FCC and their own coniressman
complaining about the frequency
f advertising interruptions to programs,
'he association reports one survey showed
p commercial spots per hour; while anther
station aired 22 minutes and 45 secnds
of commercials within a one hour
eriod. Proper use of these abuses could
elp to build theatre attendance.
Pull hour films based on the late Presient
Kennedy's "Profiles of Courage" are
leing filmed by Robert Saudek for pres-
Uation on NBC-TV during the 1964-65
'ason. The same net will present three
•'parate but related half-hour family
bmedies in a 90-minute session titled 90
ristol Court on Monday nights. Each
jalf-hour has its own regular continuing
l»st of stars, featuring a different family,
Jt all living at the same address. Maillan,
a building superintendent, and other
irvlce people provide the link between the
iree shows, and characters from the show
ill appear on the other. Shows are titled.
Saren, "Tom, Dick and Mary," and
Harris Against the World."
The Mattel Toy Corp. will spend $7,900,-
)0 of a $9,000,000 ad budget on TV. Durig
the 13-week period preceding Christlas
nine out of ten toy commercials go
1 late Saturday morning.
SMPTE's Technical
Conference in April
HOLLYWOOD—William Dozier, former
Screen Gems vice-president in charge of
west coast operations and now president of
Greenway Productions, will be the main
speaker at the opening luncheon April 13
of the 95th technical conference of Society
of Motion Pictures and Television Engineers.
The convention, to be held at the Hotel Ambassador
here, will be presided over by president
Reid H. Ray and runs from April 12
to 17.
Soundstage for Use
On Location Slated
HOLLYWOOD — Martin Ransohoff has
commissioned architects to develop a nearcollapsible
two-stage soundstage for use of
"The Sandpiper," which will enable the
producer to do "80 per cent of shooting
normally done in a Hollywood studio" on
natural location area where exteriors of
the picture will be filmed.
The stage will cost $40,000, the producer
said, noting that this low price includes
"complete soundproofing designed after
the successful sound stages operated in
Filmways' New York studios."
The picture is scheduled for August-
September start in Big Sur for Columbia
release.
* * *
Producer-director George Pal returned
from Miami where he went to confer with
Philip Wylie, author of the novel, "The
Disappearance," upon which Pal's forthcoming
MGM film is based. David Harmon
will do the screenplay. Production is
scheduled to start in May, with Pal producing
and directing.
Carthay Administrative
Post to Albert Jaeger
HOLLYWOOD—Albert Jaeger has been
named administrative executive of Carthay
Center Productions, National General
Corp.'s new motion picture subsidiary, and
will serve in the same capacity with Theatre
Color-Vision Corp., NGC's closedcircuit
TV network. Headquartering in
NGC's home offices here, Jaeger will serve
as liaison between Irving H. Levin. NGC
executive vice-president and head of Carthay
Center Productions.
From 1954 to 1964, Jaeger was an executive
production representative for Allied
Artists Pictures' productions in England,
Spain, France, Italy, Germany, Japan.
Okinawa and Hong Kong. Pi-ior to 1954.
he had been associated for many years
with various independent producers.
Consolidated Completing
Raleigh Village Updating
From Southeast Edition
RALEIGH. N.C.— Completion of a $125.-
000 renovation program which began in
December at Consolidated Theatres' local
Village Theatre is expected this month.
Supervising the work are L. F. Register
theatre manager, and Phil Nance, district
manager for the big circuit.
Probably the improvement that will be
most appreciated by the customers, however,
will be the new seating. Rocking
chairs with thick padding are being installed
throughout the auditorium.
Gil Kurland Is Named
To Post on 'Miss Jude'
HOLLYWOOD— Gilbert Kurland. production
executive, was appointed by James
Pratt. Universal executive production manager,
to serve as administrative executive
representating Universal on the Universal-
Alan Brown coproduction, "Miss Jude,"
starring John
i i
Hayley Mills
in real lifei. The picture is
scheduled to go before the cameras in mid-
April on the island of Minorca, off the
coast of Spain.
Bryan Forbes, who has been here from
London doing preliminary work on "King
Rat" which he will direct from his own
screenplay for producer James Woolf and
Columbia release, has been scouting local
southern California areas for location sites
for the film.
* « *
After conferring with Mexican government
officials about the filming of scenes
for one of his upcoming pictures in that
country, producer-director Robert Aldrich
departed for New York for conferences
with 20th-Pox officials on his "What Ever
Happened to Cousin Charlotte?" which
Associates & Aldrich Co. will begin filming
in Hollywood in April for 20th-Fox release.
Closing Easton Theatre
From New England Edition
EASTON. MASS.—John Uston has closed
the Easton Theatre for lack of patronage
after it had been in operation 43 years.
Duiing the silent pictures era. the Easton
was well-known as the Miracle Theatre.
The revolutionary, proven
Xenon Light System for Quality
Motion Picture Projection.
xenosol features
these advantages:
COLOR FIDEI.ITV — pure
whitecolored
light — equally effective for
black and white or color films.
ECONOMV — far lower current consumptjon.
Bulb guaranteed 1.500 hours
— bulb averages 2,500 hours.
.SI PKRIOR QUALITY PROJEC-
1 ION — permanent adjustment. Even
distribution of light over screen. Low
temperature. No buckling of film.
TROl BLE-FREE — uninterrupted
performance — operates without routine
maintenance. No carbons to
change.
CLE.\N OPER.\TION — no residue
from combustion—no waste gases, no
ventilation required, lower cleaning
and maintenance costs.
IMMEDI.\TE STARTING — no
burning in or heating up time — the
lamps can be turned on just before
changeover.
CINE ELECTRONICS SYSTEMS. INC.
.225 E«f 46fh St. New Yorit 17, N. Y.
Telephone: PLaza 8-2956
.AN .AFFIL1.\TE OF CITY I.NVESTI.NG COMP.ANT
3X0FnCE March 9. 1964 W-3

The
1
Academy Nominees Climbing Sfeadily
In LA; Strangelove 440 2nd Week
LOS ANGELES—The draw of the Oscaiiiomliiated
films, several going Into general
release and several among the holdovers,
boosted up the pace of first runs
this week. "Love With the Proper Stranger,"
for which Natalie Wood was nominated
as best actress, did 135 per cent in its tenth
stanza and "Tom Jones," with ten nominations,
did 170. "Mad World." "Cleopatra"
and "How the West Was Won" continue
to pay off handsomely.
; Average Is 100)
Beverly—Dr. Strangelove (Col), 2nd wk 440
Chinese—Chorodc (Un.v), lOfh wk 95
Ctneramo— It's o Mad, Mod, Mod, Mod World
(UA-Cineromo), 17th wk 275
Crest— Fontosio ,BV), reissue, 2nd wk 130
Egyptian— The Cardinal (Col). 11th wk 165
Fine Arts— The Silence (Jonus), 4th wk 100
Four Star— The Merry Widow (MGM); Great Woltx
(MGM), reissues 65
Hollywood Paramount—Captoin Newmon,
(Univ), 10th wk 85
Iris— This Sporting Life (Cont'l), return run IOC
Lido— The Eosy Lite (Embossy), 4th wk 100
Pontoges— Cleopatra (20th-Fox), 37fh wk 250
Picfoir, Orpheum, Vogue—Tom Jones (UA-
Lopert), I 4th wk 1 70
Village. Hillstreet, Hollywood, Wiltern— Love
With the Proper Stranger (Paro). lOfh wk. ,135
Worner Beverly, Baldwyn, Los Angeles—The Prize
(MGMl, lOth wk no
Warner Hollywood—How the West Woj Won
(MGM-Cineramo), 54th wk 220
Wilshire—The Victors (Col), lOth wk 75
'Shock Treatment,' Fight Film
135 at Seattle Coliseum
SEATTLE—The Liston-Clay fight pictures
and "Shock Treatment" scored a 135
per cent rating at the Coliseum Theatre,
with "Irma La Douce" in its 32nd week
pulling 125 at the Music Box.
Blue Mouse— America America :WB) 85
Coliseum— Shock Treatment 20th-Fox); Cloy-
Liston fight film 1 35
Fifth Avenue— Love With the Proper Stranger
(Paro), 3rd wk 1 10
Music Box— Irmo Lo Douce (UA), 32nd wk 125
Orpheum— Children of the Damned (MGM);
Gladialors Seven (MI3M) 70
Poromcunt— The Victors (Col), 2nd wk 100
"Tom Jones' Outscores 'West'
For Top Denver Honors
DENVER— "Tom Jones" continued on its
lofty course at the Crest and Towne, running
a high 350 per cent in its second week.
Another thriving second-week holdover was
"Seven Days in May" at the International
70. Top percentages in the city, however,
were garnered by "Tom Jones" i350i and
"How the West Was Won" i280i.
THEATRE
DRAPERIES
AND
STAGE
CURTAINS
Aloddin—Chorode (Univ), 10th wk 100
Centre—The Victors (Coll. 2nd wk 100
Cooper— How the West Was Won (MGM-
Cineromo). 52nd wk 280
Crest, Towne— Tom Jones (UA-Lopert), 2nd wk. 350
Dcnham— Cleopotro ;20lh-Fox), 36th wk 120
Denver—The Misodvcnturcs of Merlin Jones
(BV); Arizono Sheepdog (BV), 3rd wk 125
Esquire— Love on a Pillow Col) 125
International 70— Seven Days in Moy
'Para), 2nd wk 230
Paramount— One Mon's Way (UA), Liston-Cloy
fight film 100
Vogue— Knife in the Water (Kanawho) 125
'Seven Days in May' 200
Opening in San Francisco
SAN FRANCISCO— Adding "This Sporting
Life." starring two Academy Award
nominees, to the Fox-Warfield bill of "Love
With the Proper Stranger" in the third
week upped the percentage to 200. After a
14-week run at the Metro. "8'2" was moved
into the Music Hall. Two new Swedish
films, imported by the Swedish consulate
in connection with "Meet Sweden Week."
were presented in addition to "The Swedish
Mistress" at the Vogue Theatre. "Dr.
Strangelove" continued to be good boxoffice
at the Stage Door Theatre.
Embassy— Children of the Domned (MGM) 100
Fox-Warfield— Love With the Proper Stranger
(Paro), 3rd wk Sporting Life (Cont'l),
,
rerun 200
(Golden Gate—Man's Favorite Sport? (Univ), 3rd wk. 90
Metro—The Silence (Jantjs), 2nd wk 275
Orpheum— It's o Mod, Mod, Mod, Mod World
(UA-Cinercmaj, 1 2th wk 500
Paramount— Seven Doys in Moy (Pare) 200
Presidio—To Bed ... Or Not to Bed (Cont'l) ....125
Stoge Door— Dr. Strangelove (Col), 2nd wk 300
St, Froncis—The Victors iCol), 5th wk 80
United Artists—Tom Jones (UA-Lopert), 11th wk. 325
Vogue— My Swedish Mistress (Janus), 2nd wk 100
'Tom Jones' Gross Growing
Each Week in Portland
PORTLAND—"Tom Jones" continues to
build as word-of-mouth. newspaper advertising
and other publicity gets the word
around. Stan Smith of the Irvington reported
that his third week with "Tom
Jones" was bigger than the first, with an
estimate of 250 per cent at the cla.ss suburban
house.
Bogdod— Sunday in New York :MGM}, The
L-Shoped Room (Col), rerun, 2nd wk 175
Broadway—Man's Favorite Sport? (Univ), Young and
Willing (Univ), 2nd wk 175
Cinema 2t. Sandy Boulevord Drive-ln—Amcrico
America ( WB) 200
Fox—The Victors (Col); This Sporting Life
'Cont'l), rerun, 2nd wk 1 70
• whether it's a tnammoth draw curtain
for o large proscenium arch or a dainty
drape for the "powder room", the
B. F. SHEARER COMPANY gives you their
complete SATISFACTION GUARANTEED
SERVICE in planning, producing and
installing individually designed stage
curtains and theatre draperies in
flame-proofed materials or special
woven gloss cloth, brilliant colors to
match your own interior decoration.
B. F. SHEARER COMPANY
THIATRI lOUiPMiNT SPfCIAllSTS
los itNcriis • pooriANO • sam Francisco • siArrif
Guild- Murder at the Gallop rMGM), 2nd wk
Hollywood— It's o Mad, Mad, Mod, Mad World
(UA-Cincromo). 1 2lh wk
Irvington— Tom Jonos (UA-Loperlj, 3rd wk
Music Box— Love With the Proper Stranger IPoro);
Li'l Abner (Pora), reissue. 4th wk
Orpheum. 82nd Street Drive- In—Children of the '
Damned (MGM), Glodiotort Seven !MGM) ...
Paramount— Cleopatra (20th-Foxj, 35th wk
Two Major Premierei
Set for Albuquerque
ALBUQUERQUE—Two major premier
with proceeds from both to be donated
charity, have been .set to open Cinerama
the Pox-Winrock Theatre here In It
March.
The first night will be March 24. w)
New Mexico Governor Jack Campbell
host for the invitational gala piemie
Tickets—at $5 each—will be limited to I
vited guests, with proceeds to go to t
Albuquerque United Community Fund.
number of state and city officials are e
pected for the unveiling of the new proce
to be featured with "This Is Cinerama."
The second premiere night will
Wednesday 1
25 > with members of t
Junior Chamber of Commerce wives se
ing tickets at $5 each. Proceeds from til
showing will go to assist in train!)
mentally retarded children at the stati
Los Lunas Hospital and Training Scbo
Remodeling of the Winrock starts Mar
16, to cost $100,000. Renovation will 1
elude the removal of about 35 seats, brln
ing the total seating to 765.
Following premiere festivities, tick)
will be sold on a straight reserved-ae
basis, from a top of $2.50 on Fridays ai
Saturdays. Weekday matinees will
$1.50.
The Winrock is ciu-rently screening I
final pre-Cinerama film. "Love With ti
Proper Stranger." which opened March
ALBUQUERQUE
pilm actor Vincent Price was in San
Fc as special guest and juror of a tb
art exhibit held at that city's Internatlon
Folk Art Museum . . . Louis Gasparinl B
Marlin Butler, two longtime Albuquerqi
theatremen and both officers of the N*
Mexico Theatre Ass'n, were in Kansas CI'
last week for the national TOA meetlnf.
. . .
The annual Ralph Edwards Flest* I
Truth or Consequences has been set t»
April 23-26 this year. Edwards anniMl
brings in a number of movie and tdi
vision personalities for the event . . . PUl
choreographer Nico Charisse is in to*
from Hollywood to visit friends and hand
.some dance instruction Easter bod
ings set by Frontier for several of the
theatres here: "Dr. Strangelove" at tl
Lobo Arts, "A Tiger Walks" at the H
land, and "How the West Was Won" i
the Sunshine.
I
Choice of showmen EVERrwHiRi'
FOR SPECIAL
MOTION
PICTURE
SERVICE
TRHILERI
AODDItS TOUR NEIT 0«Dtl TO 1
US H,d« St. Son FrontiiMj]
BOXOFTICE :: March 9, 198

HIGHEST CAPACITY RATING (200) FROM
BOX-OFFICE* FOR NEW YORK OPENING
AT WORLD THEATRE!
(*BOX-OfFICE ISSUE OF FEB. 24ih)
First
SET A NEW
ATTENDANCE
HIGH AT
THE WORLD
THEATRE
NEW YORK
Mow
((
PSYCHO-
MANIA"
TOPS
EVEN
THAT
RECORD!
XHIBITORS, NOTE:
May we suggesf
WHO FOR KICKS"
« o companion feature?
AN EARTHY, WICKED
SHOCKER about
unnatural emotions,
uninhibited passions
...and IVIURDER!
Which
girl
will
be the
next
VICTIM?
THE MODEL?
THE WILD CO-ED?
THE NICE GIRL?
THE TROLLOP?
Aik about
these two
Moneymakers
LEE PHILIPS
SttHOMANlA
A VICTORIA FILMS RELEASE
ALSO
STARRING
SHEPPERD STRUDWICK
with
JEAN HALE -LORRAINE ROGERS -MARGOT
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PRODUCED BY DEL lENNEY- DIRECTED BY RICHARD L HILLIARD
Recommended for ADULTS ONLY
• Aff accessories available from Donald E. Velde, 3 1 1 W. 43 St., N.Y. 36, N.Y.
"PAGAN HELLCAF • "VIOLATED PARADISf
VICTORIA FILMS, Inc. 144 W. 57 St., N. Y. 19
• PLaza 7-69B0 • Jean Goldwurm, President • IRVING SOCHIN, Sales Director • Felix Bilgrey, Secretary Counsel
Joe
EMERSON FILM
Emerson
ENTERPRISES
333 Golden Gate Ave.,
Son Francisco, California
415—MA 6-0298
Thomas Aspell
EMERSON FILM
ENTERPRISES
8833 Sunset Blvd ,
Los Angeles, California
'I 243—655-5793
8X0FTICE March 9, 1964
W-5

. . Mr.
. . Branch
. . Linda
DENVER
The Denver WOMPIs held then annual
. .
style and hat show at Camp Rondette.
all proceeds going to the Holy Ghost Youth
Center . and Mrs. John Roberts of
Wolfberg Theatres vacationed in Las
Vegas. This was a trip which they won in a
drawing held at the WOMPI Funjamborce
last September .
manager Mark
Sheridan of 20th Century-Fox
Committee
screened
the Liston-Clay fight films .
assignments are being made for the "Forward
Look '64-'65" meeting which will be
held in Denver In May.
Denverites traveling to the Show-A-Rama
in Kansas City were John Dobson. United
Artists; Larry Staresmore and Howard
Campbell, Westland Theatres, along with
Westland managers Walter Jancke, Varsity
Theatre, Lincoln, Neb.: Derald Hart,
city manager. Colorado Springs: Larry
Jensen. Chief. Colorado Springs: FYank
Rash. Chief. Pueblo, and Clayton Cheever,
Mesa Theatre. Grand Junction. Others
scheduled to make the trip were Fred
Knill: William Bertolero. Black Hills
Amusement Co.. and William Hastings,
manager of the Orpheum Theatre.
II. A. Kane i.s converting his Fiesta Drivein.
Las Cruces, N.M.. to a twin tower.
Western Service & Supply is in.stalling Century
all-transistor sound and Century projection
equipment with Strong Putura
lamps and Bi-Powr rectifiers. The Butler
Fixture Co. of Denver is installing a completely
new concession stand, which will
feature cotton candy and carmcl corn. It
will be completely self-service.
Recent visitors to the Row were Tom
Hardy and John Satterfield, Egyptian, Delta;
Dr. and Mrs. W. Scott, Rio, Meeker; Lionel
Semon, Lake Drive-In, Pueblo: Frank Nelson,
Star, Fort Lupton; Prank Childs,
Starlite Drive-In, Sterling; Bernie Newman,
Gem, Walsh; Russ Dauterman, Fox,
Rawlins, Wyo.; Frank Piazza, Fox, Walsenburg;
Wilbur Williams, Holiday Drive-In,
Boulder: Mitchell Kelloff, Uptown, Peublo,
and Sam Feinstein. Lincoln, Limon.
Bill Agren, longtime Fox Intermountain
Theatres executive, and his wife announce
the engagement of their daughter Penelope
to Douglas C. Conrad. Penelope and
Douglas were schoolmates at George
YOUR BEST SOURCE FOR THEATRE EQUIPMENT
AND SUPPLIES IN THE WEST!
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BOB
Denver 5, Colo.
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D Century, the only American-mode 70mm projector available
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D Reed In-A-Car speakers D Heywood-Wakefield seating
D Cretors popcorn machines D Gold Medal products
n Butterflake popcorn D Coca Cola and Associated equipment
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Cone mechanisms rebuilt and remagnetized to
original new condition with 2 year guorontee.
Washington High School in Denver. Dou
las Is now a student at the University
Hawaii. The early April wedding Is to
m Hawaii.
Marijo, the granddaughter of Herb Gud
per. La Jara Theatre. La Jara. is recove
ing from open heart surgery at Childrer
Hospital. Herb's son Max. Marijo's fatht
went through the same operation in tl
same hospital, operated on by the sao
doctor just ten years ago. The Denv
Post devoted an eight-column story to U
unusual circumstances.
MGM manager, and Ml
George Fisher.
Vera Cockrill. owner of the Denhai
traveled to Dallas for the screening
Molly Brown. The picture is set to op»
at the Denham later in the year.
NGC Delta, Colo., House
Bought by W. E. Hardy
DELTA. COLO.—W. E. Hardy of Har<
Industries of New Mexico has purchaa
the local Egyptian Theatre from Nation
General Corp. Hardy's son Tom has bet
operating the theatre under lease fro
NGC for the last four years and will r
main with the theatre as manager.
More remodeling is planned, according i
Tom Hardy. This will include new carpe
ing. improved seating and other project
A new and larger marquee is to extei
completely across the front of U
Egyptian.
SEATTLE
T ong-awaited "Cleopatra," certain to
an extended run, opened Wednesdt
(41 at the 5th Avenue Theatre. The fill
exactly the same version as played !
cities throughout the country, will n
twice a day i matinee and evening! at poj
ular prices . . . Gordon 'Wallinger lu
taken over as the Seattle branch managi
for Allied Artists, replacing Edmond
Cruea, who has been transferred to 8i
Francisco.
Kenneth Snyder, formerly with MOI
and recently returned from Paramount
!
. . .
L. A., will act as AA salesman coverii
Washington and Oregon Ken SepU
will act as salesman for 20th-Fox in Por
land, replacing Charles Powers at tl
Oregon exchange .
Boden, seen
tary to Columbia branch manager Jairn
Bcale. will become the bride of Ron Ha;
inga March 21.
"Venice and tl
Gordon Spiess was on the Row bookin
from the Mount View. Cashmere . . .
"D
Strangelove" has been set at the Collseu)
for March 25th . . .
Italian Lakes" was shown as the latest
the World Cavalcade Series at the Opo
House.
ENDLESS
• URNS THf INTIRI
POSITIVI KOD
Wv* C«r^ii C*«t
Write for Brochure and Ports Cotolo^.
DEPENDABLE
vERSATiLmri REED SPEAKER COMPANY • coioen. coio.
W-6 BOXOFTICE March 9, 19

1
Pat
i
Francisco
.
.
with
provided
LOS ANGELES
rred Kunkel, western division manager for
United Artists Theatres, has named
)ave Morris manager of the UA in Pasaena,
replacing Jim Polydoros. moved to the
'our Star. Bob Rogers has taken over the
rhunderbird Drive-In in La Mont .
ack Sherriff, Manhattan Films, returned
rom a trip to Phoenix and Tucson . . .
;iayton Pantages, Cinema Distributors of
imerica, was in from New York to coner
with Mel Evidon and Jerry Persell of
;rest Films on the distribution of "Comrton
Law Wife," which will open in 46 thetres
beginning April 1.
Frank Kovaletz, manager of the Meralta
"heatre, Downey, instigated his first anlual
Golden Wedding Anniversary Party
promote goodwill among the local citienry.
Sixty-two couples, representing a
otal of 3,410 years of connubial life, enoyed
the party, which was held at Pipinos
iteak House. The Southeast News, a coponsor,
gave the party an eight-column
lanner picture spread.
A series of foreign films will be brought
San Louis Obispo for the fourth conecutive
year under the auspices of Fineirts
International and the San Luis Obis-
10 Civic and Pine Arts Ass'n. Twenty films
lave been booked ... A group hosted by
Ir. and Mrs. William Oldknow, Sero
anusement Co., attended the Screen Proucers
Guild Milestone dinner at the Bevrly
Hilton Sunday
< 1 ) . Among the guests
ere Mr. and Mrs. Robert Benton, Mr. and
Irs. Richard Seaver. Mr. and Mrs. S. Jon
'.reedman and Mr. and Mrs. Morris Pynoos.
yd Cassyd of Boxoffice sat at the same
ible.
Patterson of the Pat Patterson Proluctions,
San Francisco, was in on business
. . Bob Berkum. Ken Theatre, San Diego,
as booking and buying on Filmrow . . .
/illiam Davaney. Pacific Coast division
iianager for MGM, was recuperating after
jrgery . . . Dan Pavich, Lippert Theatres,
;an Francisco, was here a few days. . . .
oward Herty, MGM exchange advertising
ead, was back from a San Francisco busiess
trip.
Solas-Porras, former viceresident
of Azteca Films, has been ap-
Jinted head of the Spanish division of
:etropolitan Theatres, according to Sher-
11 C. Corwin, president. Solas-Porras will
jvote his time to the circuit's downtown
;ate Theatre.
FUmrow's rummage sale for the Budlong
ihool for Handicapped Children has up-
'd its date to April 10. Please bring everyling
saleable to Jack Sherriff at the Man-
Utan Films exchange office . . . The
ilshire Theatre. Fullerton, has been sold
the Art
i
Theatre Guild Lou Sher
i
, which
ok over the theatre during the week. The
mpletely remodeled theatre will be opated
as an art house.
John Gageby. managing director of the
7Ptian Theatre for four years, is taking
I extended leave due to illness. He was
cceeded by Campbell Meiklejohn, now
lur Star manager.
Jerry Bresler's "Major Dundee" has bein
production near Durango, Mexico, for
'•lumbia
release.
'Son of Captain Blood'
Booked by 235 Theatres
LOS ANGELES—A March 18 opening in
235 theatres of the Los Ange!es and San
Fiancisco exchange territories has been set
for "The Son of Captain Blood," a Paramount
release. Cofeatured will be A. C.
Lyles' "Law of the Lawless."
A high-budgeted promotional campaign
is backing the opening which is timed to
take advantage of the Easter holiday
period. Hard-sell radio, television and
newspaper advertising directed at the
action and adventure audience will highlight
the promotion drive.
New Carmel Theatre
In Shopping Center
CARMEL, CALIF.—The focal point of
Sunset Terrace, the town's newest commercial
development, will be a new, 750-
seat motion picture theatre which should
be ready for opening around August 1.
Planned to present first-run motion pictures,
the theatre has been leased for 50
years by Tom Graff and Ed Dickson, both
of whom have been residents of Carmel
for the last eight years.
Graff was formerly manager of the
Carmel Theatre, which was razed in favor
of the Carmel Plaza Shopping Center.
Graff then managed the Golden Bough
Cinema up to the time it was taken over
by San Francisco film distributors.
Builders of the theatre will be Jack J.
Miller and Francis Sparolini, developers of
the Sunset Terrace complex which will
include the 14 shops in addition to the
theatre. Sunset Terrace will face on San
Carlos, Eighth and Mission streets.
Graff, discussing the new theatre's
policy, made this statement to the Carmel
Pine Cone Cymbal: "We have gone extensively
into programs for children's Saturday
afternoon matinees, when the children
will be supervised from the moment
they are left in our care until they are
picked up by their parents or responsible
adults. No child ft'ill be allowed to leave
the theatre unattended. F^irther. the theatre
will be available for community entertainments
and benefits."
PORTLAND
t"d Fessler, former Mobile. Ala., drive-in
theatre operator, is working with Fled
Hodge. Cinema 21 manager. Fessler is the
brother of Martin Poster, who operates
both the Cinema 21 and Fine Arts, with
headquarters in San Francisco . . . Hodges
reported that "America America" is packing
the neighborhood art Cinema 21. The
picture also played well in its first week
at the Sandy Boulevard Drive-In.
Robert F. Sisk Dies
HOLLYWOOD—Robert P. Sisk. 60. a TV
producer since 1955. died here recently following
a long illness which began shortly
after he completed the Wyatt Earp series.
Prior to turning to TV activities. Sisk had
served as director of advertising and publicity
for RKO following a long career as a
newspaperman. He also had served as a
film producer with RKO. Paramount,
MGM and Warner Bros.
SAN FRANCISCO
\X7ilIiam S. Wall, in charge of projection
at the Monte Vista Drive-In, Mountain
View, and who is also a professional cinematographer,
has been elected president of
a new film company located in San Jose.
Wall is undertaking the duties of director
of photography on a feature picture being
produced by his firm, the Monterey Co.
Work on the picture. "Through Golden
Eyes." is set for an April start.
Lou Sher, president of the Art Theatre
Guild, purchased the Wilshire Theatre. Fullerton.
and took over March 1. Manager
of the State Theatre. Santa Ana. Tony
Rinaldi. is also managing the Wilshire.
The Art Theatre Guild's manager in
Cleveland of the Continental Arts, Heights
Art and Westwood theatres, recently was
named "Showman of the Year" by the
Cleveland film critics. He is Nico Jacobellis.
Robert L. Lippert was back in San Francisco
February 24 after a flying trip to
London where he spent a few days setting
up production for "Do You Know This
Dan Duryea. To be filmed
. .
"
Voice?
in England, as yet the film has no release
date . The Esquire Theatre, Stockton, is
promoting "The Victors" with a contest offering
the winners a weekend at the Palo
Alto Cabania.
. . .
William Porter, auditor for Allied Artists,
will come up from Los Angeles to re-establish
the bookkeeping department in the
city office. Agnes Cannon, after a brief absence,
Howard
will return to this desk Butler, 74, a salesman for 22 years for
Allied Artists Pictm-es. died after a long
illness . . . Aileen. wife of John M. Erickson.
well known on the Row. was buried
February 28.
Bids are out for construction of a $300.-
000 Cinerama Theatre. San Jose, to be
built by Syufy Enterprises, on land owned
by Winchester Properties. It will include a
motel and restaurant.
A general meeting for the entire membership
of Variety Tent 32 has been scheduled
for Tuesday evening il7i. The program
will include sound and color movies
"Highlights of the 1963 World Series
Baseball
"
Games. by Dan Trist
of Coca-Cola: induction of new members
and a short business session
O'Brien. Hollywood and
. . . Margaret
Broadway star,
will head the cast in "A Thousand Clowns."
which will play a two-week engagement at
the Curran March 2-14.
Starring in UA's "The Satan Bug" are
Frank Sutton. Hari Rhodes. John Clarke.
Harold Guild and John Anderson.
NEWS
HLMACK'S NEW 1964
DRIVE-IN
CATALOGUE
NOW READY!
Th« Th*

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You can protect your investment by joining with other
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liberties, and encourages the industrious and responsible
attitudes so necessary for the growth of our economy
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When you bring the Payroll Savings Plan into your
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BOXOFFICE
W-8 BOXOFTICE March 9, IS*:

'
will
—
—
—
—
—
-
. . Among
Tom Jones' Climbs
ro 700 at KC Kimo
KANSAS CITY—Oscar nominations con-
Inued to boost "Tom Jones" at Dickinon's
Kimo, where a second record week
700 per cent was rung up. "It's a Mad,
if
Jad, Mad, Mad World" in its 11th week
,t Durwood's Empire and "The Misadvenui-es
of Merlin Jones" in its third week at
'ox's Uptown and Granada doubled aver-
,ge business. "Charade" chalked up 190
)er cent in the sixth week at the Pox
>laza. "One Man's Way" had a big openng
week at the Fox Brookside with 170
ler cent above average.
(Average Is 100)
irookside—One Mon's Way (UA) 1 70
opri— Cleopotro (20th-Fox), 16th wk 100
rest Riverside, Boulevard—Commondo (AlP);
Toipedo Boy (AlP) 90
mpire It's o Mod, Mod, Mod, Mod World
(UA-Cineramo), I 1 th wk 200
Tom Jones lUA), 2nd wk 700
jrrio
ammount, Avenue Americo Americo (WB) ....120
lozo—Chorode (Univ), 6th wk 190
ockhill— Billy Lior (Confl) 95
:oxy— Sundoy in New York (MGM), 2nd wk 100
i3rd, Heart, Lecwood, Hillcrest, Stiownee, Isis,
Parkway One, Electric, Centre, Aztec, Dickinson,
Englewood Children of the Domncd (MGM);
Glodiotors 7 (MGM) 1 30
Iptown, Cjranada The Misodventures of Merlin
Jones (BV), 3rd wk 200
Cardinal,' 'Tom Jones' Pace
Chicago's Good Business
CHICAGO—While there were unpredictible
dips in business at some of the theiitres
around town, others continued to do
lantastic business as was evidenced the
last week with "Dr. Strangelove" in the
bird week at the Esquire: "Seven Days
n May" in the second week at the United
lU'tists. and "The Cardinal" in the 11th
i.'eek at the Woods.
Promises! Promises! (Harlequin), 4th wk. !apri
.200
'ornegie Charade (Univ), moveover, 2nd wk.
.
..145
hicogo Man's Favorite Sport? (Univ), 2nd wk. ..125
^nemo Billy Liar (Cent' I) 135
.quire Dr. Strongelove (Col), 3rd wk 290
'»(>— Fontosio (BV), 6th wk
icVickers— It's a Mod, Mod, Mod, Mod World
100
(UA-Cineroma), 15th wk 135
iictioel Todd Tom Jones (UA-Loper»), 11th wk. . .250
|riental Sunday in New York (MGM), 2nd wk. ..150
posevelt Soldier in the Roin (AA), 3rd wk 125
jetc Lake The Victors (Col), 4th wk
nited Artists Seven Days in Moy (Para),
100
i2nd wk 200
oods—The Cardinal (Col), 11th wk 250
(orld Playhouse Knife in the Water (Kanawha),
2nd wk 125
Junday in New York' 165
-t Indianapolis Loew's
INDIANAPOLIS—The state high school
asketball tournament attracted the atntion
of most teenagers Thursday. Prilay
and Saturday and business at the first
!ui theatres consequently was slack in
lost instances. Among the week's new atactions,
"Sunday in New York" opened
"
!St. "How the West Was Won is climb-
|ig again since the word came out that
make way for "Mad World" March
•cic—Dead Ringer (WB); Liston-Cloy fight
picture 1 25
guire This Sporting Life (Confl) 115
diono— How the West Wos Won (MGM-
Cineromo), 38th wk 165
Mh's—The Cardinol (Col), 3rd wk 110
tew's—Sundoy in New York (MGM) 150
pc—America Americo (WB) 80
[Special promotion for UA's film, "One
an's Way," is being made by Fawcett
iblications in a campaign making tens
thousands of newsstands and bookracks
the United States and Canada a signlard
for Prank Ross' screen drama based
1 the life and career of Norman Vincent
i^ale.
Showmanship Is Heart
Of UTO's Show-A-Rama
By VELMA WEST SYKES
KANSAS CITY—Hollywood built the
motion picture business with glamor and
that's what Show-A-Rama VII used to stage
and open its UTO convention at the Continental
Hotel Tuesday i3i. The decorations,
the lovely girl pages in attractive costumes,
the advertising for pictures coming
up were all glamor editions—even to the
special blue silk-striped coats worn by
those in charge of the occasion. Richard H.
Orear, president of Commonwealth Theatres,
acted as master of ceremonies and introduced
Paul Ricketts, UTO president, for the
welcome address.
Ricketts. who owns theatres at Ness
City. Kas., noted with pride the nearly
1,000 in attendance from all over the
United States and felt he could say this
area is not only the Heart of America but
the "Heart of Showmanship." And he
hoped he would not hear the word "exhibitor"
used dui'ing the convention—he
wanted "showman" to be used instead. Emphasizing
that those in attendance were
there to get ideas to take home, he called
attention to the nearly 50 experts in the
exhibition field who had come to share
their know-how with others. He welcomed
those back who had attended before and
suggested newcomers would come back
next year.
Elmer C. Rhoden, who admitted having
51 years in show business, was called on to
introduce the keynote speaker, George Mui--
phy. Since he had a list of credits three
pages long on Murphy, Rhoden decided to
mention only the highlights—a star in 40
pictures, with one company 20 years, the
first man to receive an Oscar for services
rendered the motion pictui-e industry and
"soon to be a United States Senator."
Murphy could not equal Rhoden's record
in years, but certainly one who has
been 38 years in the entertainment business.
30 of those with motion pictures, can
still be called a veteran. And his voice
of experience proclaimed it "a great industry."
"If I am fortunate enough to be elected
United States Senator." he said, "I shall
be a spokesman for our industry, which
should be represented. And I hope I'll have
the intestinal fortitude to call attention to
Five New DirectoTs Are
Named to UTOHA Board
Kansas City—Named to the board of
directors of the United Theatre Owners
of the Heart of .-Xmerica at its concluding
Show-.A-Rama VII session here
Thursday (5) were Dennis Montee.
Hutchinson. Has.: Dick Conley. Fox
Midwest: Dan Meyers, Dickinson Theatres;
Elmer Bills sr.. Salisbur)', Mo., and
Leon Robertson, Plaza Theatre, Ottawa,
Kas.
RolM-rtson was named to ser\'e the
unexpired term of Bill Bradfield of
Carthage, who resigned from the board
after selling his theatres to the Dickinson
circuit.
George Murphy
Elmer Rhoden
the injustice of having the tax removed
from all theatre tickets except those in
motion picture theatres. The record of omindustry
whenever our government has
needed help is one of the brightest—and I
think we deserve the same consideration as
other industries from the tribunes in Congress."
After Murphy's talk, Orear presented him
with a plaque from the UTO citing his
many contributions to the industi-y and
for his present association with Technicolor.
"Technicolor does a lot for us exhibitors,"
Orear commented.
SHOW-A-RAMA SIDELIGHTS
A new theatre operation as of March
1, the Arrow Theatre Corp., was represented
by RoUin Stonebrook of Cherokee,
Iowa. The circuit has indoor houses in
Spencer. Storm Lake. Cherokee and Sac
City and a diive-in in each of the towns
except Sac City. Gordon McKinnon. manager,
also attended and both reported business
good . the exhibitor couples
were Mr. and Mrs. Bob Klinge of Joplin.
where he manages the Lux for the Dickinson
circuit. On March 15 he is also taking
over the management of the Webb City
Drive-In and the 66 Drive-In and the Roxy
Theatre in Carthage. Thus he becomes the
area manager for these various locations.
Bill Bradfield. former owner and operator
of these three theatres, has retired.
While underwater photography has become
quite a science. Earl Kerr of the Kerr
Theatres at Knoxville. Iowa, and at Bethany.
Mo., does not believe patrons would
go for miderwater viewing of films so is
having to rebuild his drive-in at Knoxville.
The recently constructed Red Rock
dam. the biggest in Iowa, would put his
drive-in under water so he moved the
screen and the speakers but the rest of
the airer is having to be reconstructed
about 35 miles from Des Moines and an
April 20 opening is planned. Kerr now
lives at Pine. Colo., for health reasons and
his manager at Knoxville is Carl Schwanbeck
while Presl Chenoweth supervises the
Bethany operation.
Thomas A. Burke of the Buike Theatre
Associates of Minneapolis says pictures
that are national hits do well with them
but the mediocre ones drop down—also
that it is surprising how many really good
pictures don't score. His circuit operates
80 theatres, some in northern Minnesota,
which is considered a depressed area be-
I
Continued on next pagei
"iXOFFICE :: March 9. 1964 C-1

. . Robert
. . Mrs.
"
;
Showmanship Is
Heart of UTO's 7th
Annual Show-A-Rama Convention
(Continued from preceding page)
cause of the slack in mine operation, but
business picks up in tiie summer resort
season . P. Gelmar of Stillwater,
Minn., has four theatres— all indoor—
in two different states. Besides his
Stillwater house he has one in Duluth. one
in Fargo and in Fairmont. N. D. Exhibitors
from the same general location like
to dis-
. . . J. R. Holt,
cuss localized problems, as these two were
doing.
His big problem is to get pictures for
family entertainment, said Howard Kennedy
of Broken Bow. Neb., a showman
since 1929. He has an indoor house, the
Bow Theatre, and the Broken Bow Drivein
which will open May 1. "I get irritated
and could go way out on this and think
more of us should speak up." Kennedy
said. "The women are the ones who bring
the family and if a picture has no appeal
for women, it's no good for my theatres.
Modern communications being what they
are. there is very little difference between
city and small town people. If the producers
would spend as much money making
family pictures as they do on these
big sex films, not just a mess of corn, we
could all do business today."
Dale H. Danielson of the Dream Theatre
at Russell. Kas.. and the Sky-Vu Drivein
in partnership with Dean Zimmerman.
reported business was up in January. The
drive-in opening is planned for March 26
.... Don Bowin. who has the Waterloo
Theatre at Waterloo. Iowa, also reported
who
business very good
has been operating the Star Theatre at
Lebanon. Mo., for the last eight months
and was new at the business, says he loves
it and feels better pictures are needed all
the time. P. L. "Doc" Lowe is part owner
of the Star . May Carnes. manager
of the Kimo in Kansas City, says they
have played to SRO crowds ever since
"Tom Jones" opened. The Kimo is an art
house, with a seating capacity of 503 . . .
Jane Whitworth. who manages the Mission,
another Dickinson house, says business is
off and on there, as Terry Boyle said about
the Overland at Overland Park. Most of
their pictures are sub-runs.
From Washington, D. C. came Robert
Quick, civilian chief of the department
which provides motion picture entertainment
for military installations. He says
that each situation operates its own theatre
but that all booking and buying is
done through his office. His film buyer,
looking for tke
"'"-
THE
WORLDS
FINEST
THEATRES
nay OH
HURLEY
SCREENS,
RIGHT SCREEN
RIGHT PRICE?
SUPEROPTICA
LmlicuhfJ ptoti uirloc*
SUPERGLO
Nan- •Dtkuhltd ptoti uiHet*
MATTE WHITE
&ft quolity pfO|fCtion, reol economy
See four independent tKcotfc
lupptr deoler Of wnte
HUMJY SCMIN COMPANY. INC
9^17 lUnWi IM
L. H. Rockhold Wins
Vacation in Acapulco
Kansas City— I.. H. Rockhold, manager
for Fox Midwest at Winfield. Kas..
won the two -week vacation trip to
Acapulco for two, with a stopover at
the Del Prado in Mexico City. Nathan
Jacobs, publisher of Movie Guide, had
offered a $100 bonus if the winner was
a subscriber to his promotion magazine,
but Rockhold was not.
Five tickets were drawn at the
Wednesday afternoon session of .Show-
A-Rama in the sixth floor meeting hall
of the Continental Hotel, a requirement
being that the ticket holder had to be
present to win.
Harold L. Tabor, was also in attendance
with him. They pay the same rate for pictures
that regular exhibitors pay but do
not make any special effort to promote
the pictures. As to the kind of pictures.
he said they have found that "if the pictures
don't move, the audience will " . , .
W. P. Florence, who has the Cameo Theatre
at Magnolia. Ark., and is president
of the TOA of Arkansas, also has the
Rocket Drive-In. Although in a college
town, he does not play many art pictures.
Sophisticated comedies seem to be most
popular.
Ron Kreuger. president of the Fred Wehrenberg
Theatres of St. Louis, is the grandson
of the circuit's founder and his mother.
Mrs. Paul Kreuger. is chairman of the
board. According to Lester R. Kroff. film
buyer and booker, the company now operates
six drive-ins and four hardtops in
St. Louis, Pulton and De Soto. Pour of the
drive-ins are among the largest in the
state, all of them with a capacity for 1,-
100 cars. This is the third generation for
the family as when Mrs. Kreuger was a
little girl, she used to drive around St.
Louis in a little pony cart to advertise
serials. She said her mother and father
started the circuit in 1905 in a converted
bakeshop with 99 chairs. Kroff says they
favor catering to the family trade— in fact,
this has been the policy from the beginning.
Doc" Cook of Maryville, Mo., who has
a winter home at Fort Myers. Fla.. arrived
completely worn outi?i from a wonderful
cruise with Mrs. Cook and with Mr. and
Mrs. Tom Edwards of Eldon. Mo., who have
a winter home at Fort Lauderdale. Fla.
The two couples, so long associated in theatre
business in Missouri, took the cruise
to Jamaica and Nassau, during which
time the Cooks celebrated their 45th wedding
anniversary. As the result of this
marriage. Cook has a son Jim who now
operates the family theatres in Maryville.
the Tivoli Theatre and the Dude Ranch
Drive-In. Jim also attended the convention.
"Doc" is on the TOA board, so attended
that meeting which preceded
Show-A-Rama VII.
Bernard J. McKeiina of the McKenna
Theatre at Raton. N. M.. is another showman
who says he does his best business
with family pictures—and not Just Dis-
.
ney films, he adds ... On the other han
Walt Jancke of the Varsity and State thi
atres at Lincoln, Neb., says he has tried fi
years, has asked would-be censors why thi
don't support family pictures if that
what they want, but has found that to ai
vertise a film as "family" is boxoffl
poison Fred Krill of Denver. Coli
.
formerly
.
with Commonwealth TheatT'
and with Gibraltar Enterprises, now has
booking service for 15 independent theatr
and says they do best with good. down-t<
earth comedies and wholesome entertali
ment.
Speaking for herself and husband, wl
was viewing the equipment booths. Ml
J. H. Hargroder of the General Theat
Corp., Hattiesburg, Miss., says they ha'
been operating 15 years and play nothli
but action and family pictures. They ha'
two drive-ins. the Beverly and the Broai
way. "We just don't play those of(-be:
dramas." she explained. "Every minister
our area gets an annual pass and he U6
it. too. We get letters from them con
mending us for our service to the con
munity. We cater to the family trade at
have a tremendous playground which tb(
enjoy. I wish we could get film rentals do«
but we have a steady business because i
our policy. And we run our theatre I
reading Boxoffice and never miss the ed
torials. These always seem to know oi
problems and try to work out solutioi
fair to all phases of the industry.
Prank Patterson, who has the Mansfle!
Theatre and De Soto Drive-In at Man
field. La., also has a small theatre at Jiini
tion City. Ark., the little town Ripley w
up because it has two parishes in Louisian
and the story was also carried in Boxomc
Patterson plays Disney pictures but sa;
Disney makes some turkeys, too. and h
folks also like Elvis Pi-esley and Joh
Wayne. "They want action— these yacketj
yack films don't do too well for us," t
said.
Earl Cleveland Manager
For Frisina in Mexico
MEXICO. MO. — Earl Cleveland, man
ager for the past six years of the AJ
cadia Theatre and the Olney Drive-In I
Olney. 111., recently took over managemer
of Frisina theatres here. Cleveland hi
been with the circuit for ten years; h
managerial experience also includes t»
years at the helm of a theatre in Sedalt
Cleveland steps into the position forma
ly held here by Bob Spencer, who acceptc
a position with Commonwealth Theatn
and was assigned to Hot Springs. Art, I
manage the Malco and Central theatre
Spencer, who has moved his family to HI
Springs, represented Frisina here for tl
years.
RUNACK'S NEW I9f<
\
DRIVE-IN J
CATALOGUE
NOW RiADY ! ]
!•
i
Th. Thcafr* InduilryS •'b'«
on How To Mak« MOfWy ij
Selling Merchant Ad». Concostions,
ond Tick«t S«lllnB
ld*oi Fr«» on Roquait.
]
niMACN TRAILIR CO.
UW L WAUW . CMCAOO ». HI. »» ' ""
C-2 BOXOFFICE March 9, 19«
l!

I
HIGHEST CAPACITY RATING (200) FROM
BOX-OFFICE* FOR NEW YORK OPENING
AT WORLD THEATRE!
f*BOX-OFf/CE ISSUE OF FEB. 24thJ
First
SETA NEW
ATTENDANCE
HIGH AT
THE WORLD
THEATRE
NEW YORK
Now
«
PSYCHO -
MANIA
TOPS
EVEN
THAT
n
RECORD!
XHIBITORS, NOTE:
May we suggest
WILD FOR KICKS'
s a companion feature?
AN EARTHY, WICKED
SHOCKER about
unnatural emotions,
uninhibited passions
...andlVIURDER!
Which
girl
will
be the
next
VICTIM?
THE MODEL?
THE WILD CO-ED?
THE NICE GIRL?
THE TROLLOP?
Ask about
tftese two
Moneymakers
Also
STARRING
SHEPPERD STRUDWICK
A VICTORIA FILMS RELEASE
JEAN HALE -LORRAINE ROGERS -MARGOI
HARTMAN'KAY ELHAROT SYLVIA MILES PRODUCED BY DEL lENNEY- DIRECTED BY RICHARD L HILIIARD
Recommended for ADULTS ONLY
• All accessories available from Donald E. Ve/de, 31 1 W. 43 St.. N.Y. 36, N.Y.
"PAGAN HELLCAF • "VIOLATED PARADISf
p VICTORIA FILMS, Inc. 144 W. 57 St., N.Y.19 • Plaza 7-6980 • Jean Goidwurm, President • IRVING SOCHIN, Sales Director • Felix Bilgrey. Secretary Counsel
Jess Salzberg
HOWCO FILM EXCHANGE
709-711 Illinois BIdg.,
Indianapolis, Indiana
317—ME S-4341
Earl
Dyson
AMERICAN INTERNATIONAL PICTURES
215 West 18th St,
Kansas City, Mo.
816—HA 1-2324
George
Lefko
3001 So. Porkway
Chicago, Illinois
312—HA 7-1414
312—CA 5-5324
i^XOFFICE March 9, 1964
C-3

Lois
.
. . Their
. . Mr.
with
h
!
'
j
KANSAS CITY
!
•The WOMPIs. as usual, wcie on dock lor
various chores during Sho\v-A-Rama.
such as clolhinR check rooms, WOMPI
booth and the Will Rogers booth. Those
helping were the following Anello.
:
Bonnie Aumiller, Bessie Buchhorn, Myrtle
Cain, Barbara Clark, Carolyn Fleming,
Mary Heueison, Goldie Lewis. Thelma Masters.
Gladys Melson, Beverly Marroquin.
Sue McGuire, Helen Nolhnagel. Nancy Porter,
Bernice Powell. Virginia Free, Margaret
Stanley, Carol Schenkel, Jo Ann Sharitz,
Betty Smythe, Myrtle Taylor, Fredye Taylor,
Jo Ann Weaver, Dorothy Wackerman.
Goldie Woerner, Vera Wood and Anna Mae
DePoortere.
LawTencc Gilbreath. who operated the
Isis Theatre for over 50 years, died recently
at the Asbury Hospital in Salina. He
had been ill only a short time. Gilbreath
began his theatre business in 1912 and was
assLsted by his wife Stella. In September
of 1959 the theatre burned and later was
rebuilt by subscription and for a short time
Carpets-Door Mats
Complete lnvtollotk>n S*rvk«— Fr*« tttfitiwt**
R. D. MANN CARPET CO.
924-926 WyoiKtott*. VI. 1-1171, Kmim* CMt, M*.
1 SI 7-21 Oliva St., Garfield 1-2«2*, St. Uwi(, Mo.
HUMDINGER SPEAKERS $3.50 each
HEAVY DUTY SPEAKER MECHANISM $1.65
MISSOURI THEATRE SUPPLY
lis WMt lltk Koiwot aty •, Mo.
BolHmofO 1-M7e
DRIVE-IN OWNERS--
Now ... a 4-inch east oluminum (^/LQ
speaker, unpointed, with protective ^ ^07
screen, straight cord. 4^
SHREVE THEATRE SUPPLY CO.
217 West IStfc HA 1-7849 Kantai City, Mo.
was operated by Loran Cullens. taoothnian
for Gilbreath. but Gilbreath had taken it
over again.
Clyde Crump, who took over the management
of the Centre Theatre for Commonwealth
Theatres in December, will leave
for St. Louis March 14 to become manager
of the Cinema Theatre in Florissant, St.
Louis suburb, for General Drive-In Corp.
Crump formerly managed the Waldo Theatre
for Clark Rhoden.
Julian King, veteran in
the industry, renewed
acquaintances with many old friends
at Show-A-Rama. King, who is now with
Bennett Film Service in Republic, Mo.,
was w^ith MGM here for many years and
later went to Des Moines and Omaha for
Film Classics.
T. E. Roller reports that Interstate Highway
44 has closed his Airway Theatre at
Mount Vernon. Mo. Roller sold the equipment
to Jess Ruble & Sons, w-ho are building
a new Mount Vernon drive-in. Mr. and
Mrs. Roller bought a new home in Mount
Vernon and is retiring from show business.
.
Sophisticated comedies are what Dennis
Montee of the Ayrvu Drive-In at Hutchin-
.son, Kas., has found most pleasing for his
patrons—and such good slapstick entertainment
as "McLintock!" In fact, "Mc-
Lintock!" was mentioned gratefully by several
Show-A-Rama visitors. Montee has
five theatres, two drive-ins each at Liberal
and at Meade and the Flag Theatre at
Hutchinson William Bertalero of the
Black Hills
. . .
Amusement Co. at Denver,
Colo., has ten theatres in South Dakota.
Wyoming and Nebraska. His patrons prefer
Disneys, family and action pictures
Dan Flanagan, general manager of
. .
the
Center Drive-In Corp at Lincoln. Neb.. Is
responsible for five drive-ins. Both he and
Paul Ellberry. who manages the Airport
Drive-In at Lincoln, say they play westerns,
horror, comedy 'Jerry Lewis a favorite
i and that they've been open five days
a week this winter.
George Cohn. who was with Columbia
pictures for six years in St. Louis, is now
with his father-in-law, Herman Gorelick,
who owns the Crest Film Distributors.
They handle Independent product, state
rights franchises and when the majo
have a lot of good pictures, things get
.
little rough. However, there is a constat <
demand for good product .so business ji
never too dull . . . Mr. and Mrs, W. I'll
Bancroft of the Hillcrest Drive-In at O
tawa, Kas., are hoping to reopen East4
if the weather permits . neighbo
Hank Doering. says Garnett is going i
have a .second bank, which .sounds as
the town is prospering and Mr
Glen Cooper of Dodge City. Hays and M(
Pherson have kept three of their drive-li
open weekends and the one in South Do

;
NEW
He
UOO-Car Airer Soon
kl Oklahoma City
rom Southwest Edition
OKLAHOMA CITY—A 1,400-car de luxe
jrive-in equipped for 70mm projection will
36 constructed on Northwest highway just
;ast of MacArthur boulevard by Ferris
Enterprises at a cost of around $250,000.
It will be equipped with in-car heaters.
1 drive-in innovation in this area.
Charles and Maurice Ferris said the new
jutdoor theatre, to be the largest in this
;erritory, will be opened around May 1.
Data includes a 40x70-foot concession
stand equipped to serve full dinners in
Datron cars, and 55-foot double-lane servng
counter; a patio with tables and
;hairs: playground w^ith attendants: all
;eramic lounges: a 55x1 24-foot, all-steel
icreen tower.
The drive-in will employ 30 persons.
A public contest will be conducted to
name the new drive-in.
The Ferris project, the first since the
;onstruction of the North Perm Twin
Drive-In by R. Lewis Barton, which was
spened early in 1963, is the second one anlounced
this year. The other, announced
)y Farris Shanbour. is in the southern part
)f the city.
Seventeen Magazine Votes
Becket' for April's Best
rom Eastern Edition
YORK—Hal Wallis' "Becket" has
)een selected as "the picture of the month"
or April by Seventeen Magazine, it is anlounced
by entertainment editor Edwin
filler.
Three-Point Criterio for Judging
Films as Arf Revealed by Crowther
From Southeast Edition
RALEIGH. N.C.—Articulate, resourceful,
truthful—a movie has to be all of the.se
for Bosley Crowther to admire it fully.
These words comprise the critic's definition
of art—that is. art as applied to the
medium of the motion picture. The first
letters of the words spell "art." And
Crowther is convinced the cinema is an art
form.
Crowther, who is the influential, longtime
motion picture critic of the New York
Times, appeared in the "Contemporary
Scene" lecture series at the North Carolina
State College Union here. Local students.
townspeople and many from out of town
attended his lecture on "The Movies as a
20th-century Art Form."
In trying to decide if a movie is articulate,
the critic explained, he asks himself
if it has been a profound and significant
experience for the viewer. Resourceful?
He wants to know how fully the medium
has been used. As for truthful, the question
is "How vividly does it force one to
see?" Or, "How fully does it convince us
of its reality?"
Crowther said that "many are disinclined
to think of the movies as an art
form. The movie merchants have no concept
of pictures as anything but entertainment.
"But just during the lifetime of many of
us here tonight, the movies have grown
into an art form—possibly, the last art
form. But the attitude of the merchants
has kept Americans from embracing the
movies as art."
He referred to "Hud" as "a really great
American film." He said the scene of the
cattle being herded into a pit to be shot
to death upon the order of the old grandfather
was a scene in which "we had a
communication of emotion, which corresponded
to Tolstoy's definition of art."
But the pressures upon those who would
like to use the film in an artistic way are
great, he said. The pictures that are pure
escapist fare are usually more popular at
the boxoffice. He mentioned those films
which star Doris Day. who "is virginal at
the age of 40." and Natalie Wood "making
love with a proper stranger."
Spectacular films have come to be the
trademark of American movies today, he
said, although "Cleopatra" is likely to be
the last of the big spectaculars. He made
no apologies for being one of the few
metropolitan critics who lavished praise on
"Cleopatra. " said the picture had in it,
"at least, before they started cutting it up,
considerable eloquence and a fine Caesar
in Rex Harrison."
In recent years, he said, the films from
abroad "made by intelligent men for mature
audiences." are providing some competition
for American movies and leading
to a great change in motion pictures.
"Those who neglect motion pictures." he
concluded, "are missing a great deal. The
best of them remind us that spiritual
qualities do prevail in the world."
Translation for Paleface:
"Don't waste time with old-fashioned
way sending message. BEST way to
SELL used equipment, find HELP, SELL
or BUY theatres, is with
BOXOFFICE CLEARING HOUSE
You get year-round service."
RATES: 20c per word, minimum $2.00, cosh with copy. Foiv consecutive insertions for price of three
BOXOFFICE, 825 Von Brunt Blvd., Kansas City 24, Mo.
Please insert the following ad times in the CLEARING HOUSE
Clossificotion
Enclosed ii check or money order for $ (Blind ads 12< extra)
»XOFFICE :: March 9, 1964 C-5

. . Filmakers
. . . Universal
at
. . Al
. . Dick
which
—
"
. . Irwin
j
I
CHICAGO
T^uriiiK February Iho city cciksor board iv-
Mtwod 58 films. 29 of which were
forelBii; ndulU>d six. ifjocled thirc mid
ordered cuts in six . . . Tlie Society of Motion
Picture and Television EnKinecrs
heard William Hcdden and Gene Carr of
Calvin Productions talk on "Industrial Motion
Picture Production" at its monthly
meetinK . has enlarged their
quarters at 615 North Wabash Ave. .
B&K State Lake opened "America America"
on the 6th.
. The
Mrs. Oscar Brotman left for a holiday
in California. She will bo joined by Oscar
after the Show-A-Rama convention in
Kansas City. Local film folk at the convention
included George Regan, independ-
. . Mr. and Mrs. Sam
ent distributor .
Levinsohn announced the engagement of
their granddaughter Deborah Lee Hartman
of Wilmette to Harlan Waldinger of
Des Moines. Levinsohn, president of Chicago
Used Chair Mart, said he has sold
the building at 829 South Stale St., the
company's home for the past 20 years,
and is moving to larger and air-conditioned
quarters at 1320 South Waba.sh effective
Lee Artoe. president of
April 15 . . .
ElectroCarbons. left on a two-week trip
in western states to see exhibitors about
his Cinema carbons and cold light reflector.
The Bel-Air Drive-In opened the new
season with "Comedy of Terrors" and "X".
— Our "20th" Year —
CANDY-POPCORN
SEASONING — BOXES — BAGS
For Theatres and Drive-ins
— SEND FOR NEW —
COMPLETE PRICE LIST
Disiribirton
For
ORANGE CRUSH and
FULL LINE SYRUPS
POPCORN BUTTER CUPS
We Carry Full Line Hot & Cold Cups
Freight Paid on Ortl«n of $123 00 or More
KAYLINE
CANDY COMPANY INC.
WE—«-4«4>
1314 S. Woboth Ave. Chicago 5, III.
theWtre equipment
442 N. ILLINOIS ST., INDIANAfOLIS, IND.
"EveTj/thing /or the Theatre"
Some bO ncigliboi hood liicatns uiid drive-
. . .
ins in this area booked the combo
The Armitage Theatre, 3553 West Armitage.
joined the Chicago American's
Movie Directory and will list programs
every Saturday and Sunday. Jerry Spielman
is the manager . . . David B. Wallerstein.
president of B&K, was appointed
chairman of a ten-man committee named
by Mayor Daley to study the feasibility of
building a domed sports arena in Chicago,
and to consider methods of financing
it.
Sally Mills, who plays an airline hostess
in "Sunday in
"
New 'York, opened
at the Oriental in the Loop, is the daughter
of Col. and Mrs. Lawrence W. Mills of
suburban Elmhurst . . . The Lake in Oak
Park will present the Beatles via closedcircuit
TV March 14 and 15 . . . The
Esquire on the near north side is featuring
oil paintings by Clifford Lee of
Cnicago along with "Dr. Strangelove." The
film is breaking records at the Esquire .
The Regal 's
. .
new stage show features Gene
Chandler, rock and roll star, and a group
of 33 entertainers.
The Loop Theatre has scheduled two
Academy award winning films, "Two
Women" and "The Sky Above— and Mud
Below." The cast of Arthur Penn's "Mickey
One" will be here 55 days for shooting of
location scenes. In the group are Warren
Beatty, Franchot Tone, Hurt Hatfield and
Alexandra Stewart . Borde was appointed
booker for the Aragon. the ballroom
which Oscar Brotman had planned
to convert into a skating rink. Popular
demand is altering the skating rink arrangement.
It is planned now to establish
a policy of big bands and topflight acts.
Sarge J. Randle, projectionist, died . . .
Foreign films are highlighting the Sunday
Film Guild programs at the Clark Theatre
this month, including Heavens Above,
Winter Light, Good Soldier Schweik, Dentist
in the Chair, and Sparrow^s Can't Sing
publicist Ben Katz is hosting
a special showing of "Captain Newman
"
the Surf prior to the Eastertime
oix-ning at the Chicago Theatre
Williams Hanmer, president of Wilding,
Inc.. Chicago-based film studio, has appointed
Harold Kinzle. Carl Nelson and C.
Rankin Bingham as vice-president
R. H. Dunbar, manager for
. . .
Warner Bros.,
is hosting a screening of "Robin and the
Seven
"
Hoods at the Surf March 10.
Nat Nathanson and his wife Natalie
were in town from New 'York for a short
visit. Nat, former Allied Artists manager,
was here to close some AA deals . . . Dick
Balaban of H&E Balaban has moved to a
new suburban home . Graff, former
Universal manager, was in town to
close deals for the closed-circuit telecast
.
. . . Irvln«|
|
of the Indianapolis Speedway event via]
MCA . . . Nick De Luca. who became 111'
while in Los Angeles, was making a rapid,
recovery Joseph, head of Modern
Film Distributors, has had to
I
prolong
his stay at Michael Reese. He is in Roomi
315-B, Baumgarten Pavilion
Davis and his wife were vacationing Inj
Arizona.
. . . Condolences
. . .
Dick Taylor, who recently joined Para-j
mount here as publicist, is setting up a
campaign for the opening of "Becket"
at the Cinestage on the 19th
to Kermit Russell on the death ot|
his brother Morrie in an automobile accident.
He was 39 Ben Katz, Universal^
,
publicist, was expecting a visit by Ro6s.
Hunter in behalf of "Chalk Garden."
Critics in Montreal Give
|
High Praise to 'Cardinal'
From Conodion Editior^ i
MONTREAI^"The Cardinal "
is doing!
great at the Seville Theatre here. Critics
have been full of praise. For instance, Mlkel
Gutwillig of the weekly "EnVille" had the!
following to say about "The Cardinal": |
'If you suspect that Hollywood has for-i
gotten how to make great movies. I suggesti
that you pay a visit to the Seville Theatre!
No one has asked us to plug 'The Cardinal.'!
but here's a movie that will remain with youj
a long time.
;
" 'The Cardinal' proves conclusively thati
you can be controversial yet constructive'
compelling and challenging yet warm anci
humorous, loaded with honesty and Inl
tegrity yet wonderful entertainment. It's si
real winner. And it's a refreshing deviation
from the sex-and-slaughter formula thal|
has characterized many of the hard-ticketi
reserved-seat pictures. The three hours jusi
whiz by. Some characters cannot live with-l
out one of these pointless four -hour grue-|
some jobs ihate-and-gore sagas >. But the>i
can have them. If you want to see real lift)
—with its majesty and dignity—go see 'Th<
Cardinal.'
Charles Maguire to Argyle
i
From Western Edificir |
HOLLYWOOD—Charles Maguire. untl
recently Elia Kazan's production aide, ha
joined Robert Wise's Argyle Enterprise
as associate producer. His first asslgnmen
will be on "The Sand Pebbles." which Wis
will produce and direct for 20th-Fox lati
this year. Maguire's last film with Kazai
was "America America." released b;
Warners.
Big Pie Cut for Ascap
From Western Edition
LOS ANGELES — Ascaps 1963 grOB
revenue was $37,798,908. of which $30.
585.428 is being divided among 7,092 mem
ber writers and 2.312 publishing firms, re
ported George Hoffman, treasurer. He wa
here to confer with west coast members
JLoWtAMlA
VfJi:^
BOONTON, N. J.
LQrge Cor*
Grcalar Cratar Area
MAXIMUM LIGHT
In
lllinon
Univcriol Xenon tlcctronici, 4437 No Btoodwoy, Chicago
Phone: 243-3330
in Mitiouri— MUiourc Theatre Supply Compony, Konsot Cify—BoHimor*
1-3070
Notionol Thcolrc Supply, St Louii— Jettcnon )-«3S0
BOXOFTICE ;; March 9, 196

I
Big Orleans Saenger
To Be Dual Theatre
From Southeast Edition
NEW ORLEANS—The Saenger Theatre,
one of the south's most luxurious motion
picture palaces, will be divided into two
separate auditoriums, one upstairs and one
down. The reconstruction started Wednesday
after the Clay-Liston closed-circuit
telecast in the theatre Tuesday night.
The balcony was closed, but operation
will continue in the downstairs section.
Paramount Gulf Theatres, which operates
the Saenger, has long considered making
the showcase a dual theatre, and at one
time hoped to have the remodeling done in
time for "Cleopatra" in the upstairs section,
which will be equipped for the showing
of 70mm, roadshows and extended run
films. However, this hope was not to be fulfilled:
"Cleopatra" opened February 28 in
the downstairs section, no reserved seats,
two performances a day, at $1.35 to $2 for
adults, children under II, $1 at all times.
The Saenger, built in the 1920s by the
late E. V. Richards and the brothers Julian
and Abe Saenger. was opened Feb. 5, 1927.
Walt Guarino, manager, said no names
had been decided on for the two sections.
The top theatre will seat 800 to 1.000,
while the downstairs capacity will remain
at 1,900. The entrance to the second floor
will be on Rampart street, with escalators
connecting with the second floor. The
downstairs theatre will use the present boxoffice
on Canal street.
Video Theatres in Hugo
Assigned to Geo. Robison
From Southwest Edition
HUGO. OKLA.—George W. Robison, a
native of this town, became manager of
the local Erie Theatre and Circus Di-ive-
In February 15 following the resignation
of George Davis.
Robison, 33, formerly was administrative
supply technician for the local National
Guard unit for 12 years and has been in
the Guard for 15 years. He is a graduate of
Hugo High School and has completed
three years of college, chiefly through
night classes. He and his wife Lavella
have two children, Mike, 8, and Cathy, 6.
Davis, who had been with Video Independent
Theatres for four years, left the
local theatres to enter Army service for
six months. Following the completion of
his active duty, he plans to rejoin the
.circuit.
Ralph Nelson Manuscripts
Added to Arts Archives
From North Centrol Edition
MADISON, WIS. — Memorabilia from
producer-director Ralph Nelson's career
will be added to the manuscript collection
of the Wisconsin Center for Theatre Research
at the University of Wisconsin.
David M, Knauf, director of the center,
announced that Nelson had accepted an
linvitation to make a contribution from his
personal collection to the archives which
are available for scholarly study related to
|the
performing arts.
Nelson's contributions will include his
personal marked copy of James Poe's
jscript for "Lilies of the Field," United
Artists release and current Oscar con-
'tender.
AT DOUBLE SCREENING—Exhibitors from the middle west gathered at
Chicago for screenings of Universal's "The Chalk Garden" and "Bedtime Story,"
one in the morning and the other in the afternoon with a luncheon in between.
Seen above in front of the Carnegie Theatre where the screenings were held are,
left to right: Peter Rosian. regional sales chief; Harry Buxbaum. Chicago manager;
Henry H. Martin, general sales manager; Harry Lustgarten, B&K Theatres
chief buyer; David Wallerstein, B&K president; Milton Rackmil, Universal president,
and Oscar Brotman, Brotman Theatres.
Trend to Suburban Theatres in U, S,
Begins to Reverse Itself in Boston
From New England Edition
BOSTON—The trend to exhibition in
suburban areas and the opening of firstrun
pictures in neighborhood theatres has
apparently ended here. The opening of
the first-run product in the suburbs, which
was tried several times about a year ago,
is now considered impractical.
Big pictures, roadshow pictui'es with
tickets pui-chased in advance, highly exploitable
pictui-es and high rated art films,
have brought the suburban dwellers back
to the city for film fare.
The move to suburbia has been halted,
too, with the building of ultramodern
apartment houses along the banks of the
Charles river, a downtown swank apartment
house going up right on Tremont, a
downtown business street, and the Prudential
Centre's two high rise apartment
houses looming up.
More intown theatres, too, have helped
spell the end of the first-run suburban
movement. In the past year, these new
art houses have opened in the city: Cinema,
Kenmore Square: Cinema, Park Square,
and the Paris Cinema on Boylston street.
Downtown theatres are always sold out
on Saturday nights now, with lines, and
there seems to be a concentrated movement
on the part of the suburbanites to
get back into town. Motion picture people
thought just a short while back that suburbia
would be taking over and there was
talk about building new theatres in suburban
locations for first runs, but only shopping
centers were found to be feasible for
such construction, surveys revealed.
Showmanship of exhibitors in luring
suburbanites out of their bedi'ooms (suburbs
have been called Boston's bedrooms"
by booking film fare they can't resist has
been most effective as proven by the Friday
night and Saturday night lines at
all first-run downtown theatres showing
well exploited product.
"Lines" pictures now or recently playing
in Boston are: "Tom Jones," Beacon Hill;
"The Cardinal," Saxon; "Strait-Jacket,"
Astor: "Charade," Memorial, and "The
Easy Life," Exeter.
"Only a strong array of big product
will do it," says Boston's colorful showman
Ben Sack, returned recently from a
booking-buying trip with a list of big
films for his five Hub houses.
"We've got to beat TV, suburban stay
home habits, like 'I just got home, I don't
wanna drive back in town again,' pre-
Broadway musical tryouts, weather and
a host of other things, but if we can give
them bigger than life type of pictures like
'Tom Jones,' 'The Cardinal.' 'The Victors.'
then, w-e'll make it." Sack declared.
A most important factor in the "difference
between average business and good
business," Sack believes, is advance bookings
of theatre groups. At Sack Theatres, a
special department, headed by Leonard
Barrack, handles gi-oup sales.
"They start working way in advance
of opening." Sack said. "They start as soon
as I buy the pictuie. In that way. they
have plenty of time to contact banks, insuiance
companies, organizations, schools
and churches.
At the Music Hall, Sack's biggest theatre,
4,400 seats, cultural attractions of
the performing arts are being booked between
pictures. The Metropolitan Opera
Company comes to the Music Hall in April
for a week and many concerts and dance
groups are getting bookings at the big
house.
Don Partridge Is Feted
HOLLYWOOD—Don Partridge, chief receptionist
at Columbia's Gower Street
studios, retired February 28 after 28 years
of service at the front reception desk. He
was honored at a party given him by the
studio on the lot's Stage 2. Partridge came
to Columbia one day in 1936 to have lunch
with a friend, was offered the receptionist
job, and has been there ever since.
BOXOFFICE March 9, 1964 C-7

COUEGE
IS BUSINESS*
BEST
FRIEND
Business employs almost half of
the product of colleges—the college
graduate. Business management Is
largely composed of college graduates.
Business concerns benefit extensively
from the research colleges
engage in. Business owes college a
great debt.
Higher education is facing during the
next decade greatly enlarged student
enrollmenl.s, the problems of an explosion
of knowledge, and the need
to meet ever growing demands for
ever better educated men and women.
These problems involve va.stly increased
costs which cannot be met
out of present income.
The operating cost of higher education
today is over four and a half
billion dollars a year and will at least
double in this decade.
Business and industry, as major beneficiaries
of American higher education,
must recognize a re-^^ponsibilily
to contribute their fair share.
American business corporations produce
much of the nation's wealth.
They have enormous power for good.
We believe they can exercise it in a
meaningful way — as many do now —
by providing voluntary support for
colleges and universities of
choice.
their
These conclusions, and the following
statement of conviction, were
outcomes of a recent conference of
business leaders sponsored in New
York by the Council for Financial
Aid to Education, Inc.
'Of'
MIOMIfl tOWCAttOM
i(f
We believe thai, in the liylit of the pre>>eHt
urgency, now is the lime for a broader ami
deeper participation by the business community
in the support of higher education.
We therefore call upon our colleagues in
American business and industry to help
KENNETH H. KLIPSTEIN.
Ajneriean Cyanatnid Co.
JOSEPH A. GR.\ZIER,
Atiieriean Radiator & Standard
Sanitary Corporation
M. NIELSEN,
The Babrock & WHeox Co.
HARMON S. EBERHARD,
Caterpillar Tractor Co.
HAROLD H. HELM,
Cheniintl Bank Sew York
Trust Company
F. W. MISCH,
Chrysler Corporation
FRANK O. H. WILLIAMS,
Connerticut General Life
Insurance Company
WESLEY M. DIXON,
Container Corporation of America
THOMAS C. FOGARTY,
ContiJiental Can Company, Inc.
SAMIEL LENHEK.
E. I.dii Pont de Semours & Company
MARION B. FOLSOM,
Kastman Kodak Company
LEWIS B. CUYLER.
First \'alional City Hank
RALPH J. CORDINER,
(Irnerat Electric Company
LEONARD F. OENZ.
Cicneral Foods Corporation
t;KORunfit lor f'tiwiNrliil AU to KdueoUvm
Aitvirtisiiiy Council and the Council for Finaticial Aid to Education.
BOXOFFICE
C-8
BOXOFTICE :
: March
9. 196^

was
.
which
Chorlotte,
was
which
Switzer Group B Award
Won by Charlie Brown
ST. LOUIS—Winner of the Switzer
Licorice Co. Group B sales award
i
for
smaller territories i is
Charlie Brown of
Charlotte. N. C.
whose sales territory
consists of Virginia,
North Carolina and
South Carolina.
As his award.
Brown was given a
trophy and a oneweek,
expenses-paid
trip to Los Angeles,
where he and his wife
Charlie Brown attended the Western
Candy show. Brown
was honored at a dinner at the Biltmore
Hotel in Los Angeles.
Headquarters for the Switzer Licorice Co
are here at 621 North First St.
Mariin Circuit Updating
Marietta Belmont Theatre
MARIETTA. GA.—The Belmont Theatre,
which Martin Theatres recently purchased
from James Ward, is to be remodeled
and enlarged, according to circuit
officials. The Belmont is located in
the Belmont Hills Shopping Center.
Also to be renovated throughout is the
Marietta Strand, another Martin unit. The
lobby is to be enlarged and modernized,
public rooms now on the second floor will
be relocated on the ground floor for the
convenience of patrons, the auditorium
and screen enlarged. In the circuits announced
program of making the Strand
"one of the finest theatres" in the country,
the theatre will get a new marquee and
new front.
Updating Nearly Complete
At Montgomery Paramount
MONTGOMERY. ALA.—The Paramount
Theatre is in the middle of an extensive
remodeling, keeping its programs going
daily while moving right along with the improvement
work. George Deavours. city
manager for Alabama Theatres, said that
the Paramount will probably only need to
be closed a day or two before a grand
opening in April, The renovation started
February 10.
Deavours said that all seats will be renovated
and leg room in the orchestra extended
from 36 to 42 inches. There will be a
new marquee, different entrance, completely
changed lobby and concession area
and a stage will be added. Walls in the
auditorium also are to be completely draped
to improve .sound.
$178 Theatre Robbery
KANNAPOLIS. N.C.— Burglars took $178
from the manager's office at the Fine Arts
Theatre. 99 West Main St,
Young People Stay Away in Droves
When Sick' Pictures Are Screened
MIAMI— "More than ever, today it's the
young people who are going to
the movies,
and if the producers heed what this vast
group has to say, there will be no more
sick' films." Herb Kelly of the Miami
News wrote in a recent movie feature.
"Audienscope, Inc., an organization
which surveys the different facets of show
business," continued Kelly, "turned its attention
recently to secondary school and
college students. They furnish the life blood
to the boxoffice."
The Audienscope sui'vey revealed, according
to Kelly, that "when a picture,
whether from Hollywood or abroad, turns
to sick and unpleasant subjects just for
the sake of sensationalism, the young men
and women stay away in droves."
SERIOUS FILMS ACCEPT.^BLE
Kelly's article continues:
The young people want more light comedy
and they want identifiable characters
and situations. They will accept serious
movies, but they want them to be "thoughtprovoking."
Foreign and domestic pictures
are all right, too. but the mere fact that
they were made in Italy. Sweden or France
is no selling point. What are the actors
trying to say and is it worth saying?
That's what the young population demands
to know.
Students and others in the young class
wonder why more films aren't made that
deal with the many-sided aspects of college
life. By that they don't mean something
like those empty-headed Sandra Dee
stories where youths and grownups act like
jerks. Cinemascope, color and lovely wardrobe
are attractive, but students want the
subject matter to match the beauty. Young
people have serious problems, regardless of
what adults think. "The L-Shaped Room"
and "David and Lisa" are prime examples.
They were boxoffice smashes.
POOR BOXOFFICE RECORDS
Let's cite a few sick and far-out films that
were disasters. "The Balcony. " ridiculed
religion and made a joke of sexual
perversion, was a bomb. "Viridiana." which
was confusing and meaningless, had patrons
demanding a refund of their admission
price. "Last Year at Marienbad" played to
almost empty houses. Now these are "art"
movies and their appeal is limited. But
the pattern is no different in the conmiercial
film houses. "The Leopard" was beautiful
but the point was vague. "Nine Houis to
"
Rama slow and uninteresting. Both
films were gems of color and photography,
but that wasn't enough to sell them.
"Lilies of the Field" played to large
crowds, yet a synopsis of it sounds absolutely
dull. It was merely about a Negro
ex-sergeant in the Army who meets five
nuns and helps them to fix the shabby
roof on their house. But it told the story
of brotherly love with warmth and humor.
"
"Hud another hit because audiences
could identify themselves with Paul Newman.
Pat Neal and Melvyn Douglas in the
everyday rat race where ethics and honesty
go out the window. "Irma La Douce"
was just a story about a prostitute and her
business manager, but it had comedy and
even some pathos and all of it was believable.
And "Charade" stayed for weeks and
weeks because it was light romance, suspense
and laughter. It was bright.
Movies are still our best and most widespread
form of entertainment for all
classes and the students survey merely
proves what old heads in show business
have known all along. There's nothing
wrong with the movies that a good picture
won't cure.
Lifetime Pass Presented
To Critic Frank Grosjean
SHREVEPORT. LA.—Frank Grosjean.
veteran reporter for the Shreveport Journal
who retired January 1 after 42 years
of service, was presented February 26 with
a Ufetime pass to the Strand and Saenger
theatres by Ted Hatfield, manager of the
two theatres. Hatfield said it was the first
lifetime theatre pass ever issued by his
circuit.
Grosjean, correspondent here for Boxoffice
and a member of the National
Screen Council, covered motion picture developments
for the Journal throughout his
association with that newspaper. He received
his first theatre pass in 1915 from
the late E. V. Richards jr., manager of the
Saenger Theatre, one of the city's first
film houses. Richards later was head of a
circuit that included the Saenger. the circuit's
headquarters being in New Orleans.
Grosjean first started writing movie
news for his father's paper. The Caucasian,
which went out of business in 1926. His column
for the Caucasian was titled "Film
"
Facts. was also the title of a column
he wrote later for the Journal, along
with other amusements items covering the
local theatres.
BALLANTYNE IN-GVR SPEAKERS
CONCESSION EQUIPMENT & SUPPLIES ;
PROJEaOR REBUILDING SERVICE
I
Promet, Courteaus Senrice 'Round the Clock
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1010 Nortk Sto^MT Drive
P.O. B« 54« Aftoir
Miom: HEnleck 2-a04«
^
Jonn^uMC
BOONTON, N. J.
Large Core
Greater Crater Area
MAXIMUM LIGHT
Even'y Distributed
in Georgia— Rhodes Sound & Projecfion Service, Savannah—ADoms
3-8788
rn North Corolino— Stondord Theatre Supply, 215 E. Washington St.,
Greensboro, N.C.—BRoadwoy 2-6165
Stondord Theatre Supply, 1624 W. Independence
Blvd N
, C — FRonklin 5-6008
BOXOFFICE :: March 9. 1964 SE-1

Konioi
. . Sumiy
. The
Tedder.
JACKSONVILLE
T iiiil.i SlriiiRtT. coiiu'ly concessions altund-
;int lU the suburban EdKewood Theatre,
was crowned queen of a centennial celebration
held at the George Washington
Hotel marking the 100th anniversary of
the Battle of Olustee, the only major battle
of the Civil War fought on Florida soil.
Confederate forces were credited with winning
the battle in a wooded area near
Jacksonville. Art Castner. manager of the
Edgewood who is a New York Yankee, excused
Linda from work so she could help
celebrate the Confederate victory.
Many local Filmrow figures attended the
grand opening of Smith Management's
new Seminole Cinema, located between
Sanford and Winter Park, the evening of
February 25. On screen was the area premiere
of "Cleopatra." After the opening.
Sam Seletsky. Smith Management official
from Boston, returned the visit by calling
at Filmrow offices . . . The local Tomlinson
Co.. owned by John Tomlinson. is now
booking the new Dolphin Drive-In which
is
located at Freeport in the Grand Bahama
Cold Drink
Dispensers
ROY SMITH CO.
365 PARK ST. JACKSONVILLE
RCA and Brenkert
Parts Available Thru Us
THE QUEEN FEATURE SERVICE, INC.
1912

HIGHEST CAPACITY RATING (200) FROM
BOX-OFFICE* FOR NEW YORK OPENING
AT WORLD THEATRE!
(*BOX-OFFICE ISSUE OF FEB. 24fh)
First
SET A NEW
ATTENDANCE
HIGH AT
THE WORLD
THEATRE
NEW YORK
AN EARTHY, WICKED
SHOCKER about
unnatural emotions,
uninhibited passions
...andlVIURDER!
Novr
fi
PSYCHO -
>»
MANIA
TOPS
EVEN
THAT
RECORD!
EXHIBITORS, NOTE:
May we suggesf
''WILD FOR KICKS"
OS o companion feature?
Which
girl
will
be the
next
VICTIM?
THE MODEL?
THE WILD CO-ED?
THE NICE GIRL?
THE TROLLOP?
Aik about
these two
Moneymakers
ALSO
SIARRINf,
SHEPPERD STRUDWICK
A VICTORIA FILMS RELEASE
JEAN HALE -LORRAINE ROGERS- MARGOI
HARIMAN'KAY ELHAROT
• •
SYLVIA MILES PRODUCED BY DEL lENNEY- DIRECTED BY RICHARD L MILLIARD
Recommended for ADULTS ONLY
• All accessories available from Donald B. Velde, 3 1 1 W. 43 St.. N. Y. 36, N. Y.
"PAGAN HELLCAF *
"VIOLATED PARADISf
VICTORIA FILMS, Inc. 144W.57St.,N.Y.19'PLaza7-B980' Jean Goldwurm, President • IRVING SOCHIN, Sales Director. Felix Bilgrey, Secretary Counsel
Sam and/or Steve Davis
INDEPENDENT FILM
DISTRIBUTORS
133 Luckie St., N.W.,
Atlanta, Georgia, 30303
404—524-7579
404—524-7580
Don Kay
DON KAY ENTERPRISES
150 So. Liberty St.,
New Orleons, La.
504—5250765
504—529-3012
Harry Kerr
DOMINANT PICTURES
221 So. Church St.,
Charlotte, N.C.
704—334-1391
704—334-3321
BOXOFFICE March 9. 1964 SE-3

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Tom Jones' Strikes
Fancy in Memphis
MEMPHIS—Two first runs did 250 perl
cent of avoraKi" biLsiness for the week, one!
a newcomer to Memptil.s and the other t|
'
i
holdover for a .second week. "Tom Jones"
attracted 2ii0 per cent business at the Pal-'
ace In Its Initial week, while "Mans Pa-j
vorite Sport?" ran up 250 per cent durhiR
its second week at the Strand, only al
few points behind its first week.
'Avofaqe 1% 100,'
Guild— Knitc in the Wolcr Kan^who). 2nd wk. .. 75'
Maico- The Mitodvcnlurc* of Merlin Jonei IBV),
|
Disneyland After Dork BV). 2nti wk 125,
Polocc- Tom Jonci UA-Lopert) 2S0'
Ploza— Move Over, Oorlinq '20th-Fox) 125|
Stole— Love With the Proper Stranger (Poro) 200
Strond- Mon's Fovoritc Sport? Univ), 2nd wk. , .2S0l
Wnrnor Soldier in the Roin AA), 2nd ~k Ml
M E MPHI S
\A7ith the coming of March and moderate|
weather in this area, a number ofj
drive-ins and some theatres, closed during|
bad weather, are reopening for the season.
Mrs. Genevieve Lovell. owner, reopened
her Lake Drive-In at Sardis. Miss.. March
6. Owner Jack Braunagel reopened his
Dixie Drive-In at Hope. Ark.. March 6 and
Exhibitors Services announced that the
Skylark Drive-In at Pocahontas. Ark., reopened
March 7. Jack LeMaster has reopened
his Globe Theatre at Drew, Miss.
Savannah moviegoers are moving outdoors
for the summer. The Savannah Theatre
will close March 9 and Skyvue Drlve-
In, Savannah, opens March 10. Exhibitors
Services announced.
The Better Films Council announced
thai "Tom Jones " is its adult movie ot]
the month choice and "Kings of the Sun"|
as the family movie of the month. MrsJ
Cleve Read is film reporter.
Leon Rountree. Holly. Holly Springs: MTj
and Mrs. Bert Bays. Grenada. Grenada,
and Theron Lyles. Ritz. Oxford, were
among visiting Mississippi exhibitorsj
Amelia Ellis. Prayser Drive-In. Frayser:i
and Louise Mask. Luez. Bolivar, were
visiting from Tennessee. From Arkanaasi
came Ann Hiitchins. State. Corning: andi
L. F. Haven. Imperial. Forest City.
A NY 'Weekend' Deal
HOLLYWOOD—Emanuel Barling, president
of Cinema-Video International, has
signed a contract with Thomas E. Rodgers
of Trans-Lux Theatres and Bernard
Brandt of Brandt Theatres for "Weekend."
Brandi will refurnish and redecorate thel
Globe Theatre on Broadway for the open-l
ing. The Danish award-wiiuier will open
al the Trans-Lux on 52nd street and the
Globi' in mid-April.
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CHARLOTTE
1
T ulu Porter, dancing star in Universal's
"The Brass Bottle." is in the Charlotte
exchange area helping presell the film which
opens at Consolidated Theatres' Plaza Friday
1. She came in February 27 to begin
a heavy schedule of personal appearances
continuing through March 14. Exploitation
stunts reminiscent of the roaring
'20s were set up for Miss Porter by
David Kane, Universal publicity manager,
including press luncheons, invitational
cocktail parties in conjunction with the
March 13 grand opening of the Charlotte
Chr.vsler-Plymouth Corp., and a parade of
TV celebrities and beauty queens from
towns and cities of both Carolinas. Following
the parade, the new Chr.vsler-Plymouth
company will be host for free hot dogs,
soft drinks and balloons. For the first time
in history, children under 12 will be given
rides on a "magic flying carpet
(known to its inventor as an airmobile
which he once navigated across the Mississippi
riven flying about a foot off the
ground.
beauty contest selecting "Miss Bras.s
will be held, the winner receiving
a one week, all-expense-paid trip to the
New York World's Fair. A limerick contest
for "The Brass Bottle" will reward
its winner w'ith a two-week, all-expense-paid
trip to the fair while other contestants
share prizes consisting of 400 appliances.
Miss Porter, other exotic dancers
and "the magic carpet" will also visit Columbia
and Greenville, S. C, and Fayetteville.
Raleigh. Durham. 'Winston-Salem and
Greensboro, North Carolina.
Several managerial changes have been
made in Consolidated theatres. Jackie
Pearce was transferred from the East 70
Drive-In. Burlington, to the North 220
Drive-In. Asheboro. Leroy June moved
from the Starlite. Spartanburg. S. C, to the
70 at Burlington, Mrs. Carolyn Gilis
the new manager at the Starlite
in Spartanburg.
I Everett Olsen, former Paramount exploiteer
in the Charlotte office and more
at Paramount's Dallas exchange,
stopped by to visit old friends on his way
FILMACK'S NEW 1964
DRIVE-IN
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The Theatre Industr^^ Bible
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Selling Merchant Ads, Concessions,
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Ideas Fre« on Request,
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"^:^-«-S^ BOOKING SERVICE^^
221 S. Church St., Chariolt*, N. C.
FRANK LOVntY . . . TOMMY WHITE
PHONE n. 5-7787
to the Paramount home office in New York,
where he has been assigned after four
years in Dallas.
Scott Lett, Howco vice-president, returned
from a New York business trip . .
.
Viola 'Wister of Howco spent a w^eekend
with her parents in Marion, then attended
the state Republican convention February
27, 28 in Greensboro as a delegate.
Senator Barry Goldwater was one of the
speakers.
Irene Monahan of Howco spent a weekend
in Charleston, S. C, where she went
especially to attend the capping ceremony
of her niece, Mary Veronica Cleaver, a
student nurse at St. Francis of Xavier Hospital
. Malone, Howco shipper, has
returned to work after a tonsillectomy .
Mr. and Mrs. Harry Cooke, Center Theatre,
Mount Olive, have a new grandson.
He was born on Valentine Day to their
daughter and son-in-law. Dr. and Mrs.
Miles Britt, Norfolk, Va. The baby has
been named John Miles Britt III.
Projects approved by WOMPIs at their
February meeting included providing bingo
prizes and entertainment for the Crittenton
Home, buying books for retarded children at
Wilmore School and working in the coffee
shop at Presbyterian Hospital. Miss Willie
Lloyd, a student of religious education at
Pfeiffer College, was chosen as recipient of
a $200 WOMPI scholarship for 1964. Sylvia
Lambert, finance chairman, announced
that proceeds from a chili supper and
white elephant sale March 5 at the Piedmont
Natural Gas Co. would go to the
WOMPI charity fund. A comedy skit commemorating
Washington's birthday w-as
given by the Sling-Shot Mountaineers
Doris Furr, Dessie Guyer. Ruth Collins and
Rose Hutton, all of Columbia, with Jeanette
Royster, Buena Vista, as emcee.
New Manchester Drive-In
May Open in Mid-April
MANCHESTER, TENN.— Completion
the 530-car drive-in two miles north of
here on Highway 41 is expected around
mid-April if weather permits, according to
J. S. Cardwell of Sparta, general manager
and secretary-treasurer of the Mid-Tennessee
Amusement Co.
The circuit, headed by Ernest Martin of
Winchester, also owns the Arnold Drive-
In on Highway 55 as well as theatres in
Sparta, McMinnville, DeKalb, Smithville,
Dayton and Lawrencebui'g.
Martin Sends Chuck Yawn
To Strand, Athens, Tenn.
ATHENS. TENN.—Charles "Chuck"
Yawn, a native of Florida, is the new manager
of the Strand Theatre, assigned here
by Martin Theatres, the operating circuit.
Yawn comes here from Alabama where he
had served w-ith Martin units .several years.
Yaw'n follows Oscar Swain in the local
post. Swain having resigned to accept a
position with Associated Theatres of Cleveland
as city manager of that circuit's thi'ee
Youngstown, Ohio, drive-ins. Swain had
been manager here only a few months.
Updating in New London
From Eastern Edition
NEW LONDON. CONN.—Stanley Warner
plans extensive remodeling of the firstrun,
downtown Garde.
of
Every Week
IN
EVERY ISSUE
OF THE
S^nowmanaider
SECTION
ALL Of THESE PRACTICAL
SERVICE DEPARTMENTS
ADLINES AND EXPLOITIPS
*
EXHIBITOR HAS HIS SAY
*
FEATURE BOOKING CHART
*
FEATURE REVIEW DIGEST
& ALPHABETICAL INDEX
*
REVIEWS OF FEATURES
SHORT SUBJECT CHART
*
SHOWMANDISING IDEAS
And in fhe News Section
BOXOFHCE BAROMETER
Service That Serves!
.
BOXOFFICE March 9. 1964 SE-5

. . Gulf
. . Lorraine
. . Buford
. . The
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NEW ORLEANS
UtTb Ik-niiiii, MGM division manaRer, assisted
by Tpiiy Tuiner. hosted exhlbllois
and radio-TV lepiesentatives In this aien
at sciceninRs and presentations for Children
of the Damned. Seven Faces of Dr.
Lao. Rhino, Golden Arrow. Seven Gladiators
and Mail Order Bride. They are
slated for radio-TV saturation campaigns.
Also present were H. A. Arata. local MGM
manager: Andy Sullivan. MGM home office:
Tom Baldridge and Judson Moses.
Atlanta: Arthur Harnett, free-lance publicist
and advertising man here.
T. G. Solomon. Jim DeNevc and Louis
Dwyer attended the Show-A-Rama VII
convention in Kansas City . States
Theatres has added the Tringas in Fort
P
Walton and the Florida Drive-In at Shaliniar.
Fla.. taking over from Tringas Theatres.
Gulf States closed the Ocean City
Drive-In.
Exhibitors in town included Preacher
Crossley. Laurel. Mis-s.: Mrs. Aubrey Lasseigne.
Berwick: Frank DeGraauw. Abbeville;
Doyle Maynard. Natchitoches: Bill
Darce and wife. Morgan City; Herb Hargroder.
Hattiesburg: Gordon and Randolph
Ogden. Baton Rouge: Jack Minckler.
Bogalusa: W. E. Limmroth. Mobile: Ira
Olroyd. Frankhn. and Fred Williams. Baton
Rouge . Moss has succeeded
Betty Murray on the Exhibitors Cooperative
Service staff.
Henry Glover and wife. Largo. Fla.. ex-
n
hibttors. on their way to Kansas City for^
the Show-A-Rama convention, stopped^
here for the funeral of Joe Fabacher. re-i
tired AA salesman . Lyric In Mc-I
Comb, a T. G. Solomon property which ha&
been dark for months, was reopened by ai
new lessee .
Styles Is a sales rep«j
resentative for Emba.ssy Pictures, headH
quartered at Atlanta, where James Frew
is the Embassy manager. ^j
The first of a series of fashion promo*
tion by Designer Travilla for MGM't
"Signpost to Murder" took place February
27 in Alexandria. The studio shipped
Joanne Woodward's Travilla wardrobe
from the film to the .southern city for a
charity fashion show which was attended
by approximately 2.000 social, style and
civic leaders. The theme of the show wa^
"Murder in Fashion" with TVavilla addressing
the group and explaining the transformation
of a couturiers top designs Intc
motion picture fashions. He also showed hit
latest spring collection, exhibiting portrait
stills of Miss Woodward wearing the new
styles.
. . . Exhibitors
WOMPIs entertained the ladies of 8t
Annas Home at a game social recently
The motif of the party was in keeping
with St. Valentine's Day. Participating
were Marie C. Berglund. Eugenie Copping
Betty Ogden. Lillian Sherick. Martha
Froeba. Margaret Gabosh. Claire Rita
Stone, and Charlotte Niemeyer
calling on the trade included
Claude Bourgeois. B&D Theatres. Biloxl:
Charles Waterall sr. and jr.. Alabama theatre
operators: Phillip Salles, Covington
and A. J. Colletti. his wife and young son
Michael. Star. Jeanerette, whose first stop
was at Theatre Owners Service.
.•\ctor Joseph Gotten and his wife Patricia
Medina headed the cast of "Sever
Ways of Love" at the Municipal Auditorium
Saturday and Sunday i7, 8'.
{|
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Here's the ade-type beverage that has created the kind of buying action and reaction
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CRAMORE PRODUCTS, INC.
Point Pleasant Beach. New Jersey
'*^^^
W^ ^
Joe Fabacher, Retired
t
Film Salesman, Is Dead ^
NEW ORLEANS—Joseph J. Fabacher
salesman for Allied Artists 18 years until
his retirement some time ago. died shortly
after he became ill while viewing televlslor
at his home on Tuesday evening recently
He was 66. He was the son of Petei
Fabacher sr., a pioneer exhibitor here
Joseph started his film career when 16, a
career interrupted only by World War I
service.
A requiem mass was offered at Matei
Dolorosa Church. Survivors include hli
wife Elizabeth, a daughter Mrs. Anthony
Pigalio jr.. three brothers and two sisters
One brother Peter jr. is a projectionist at
the RKO Orpheum.
Tucson. Syracuse First
To See 'Cleo' on 35mm
HOLLYWOOD—First showings of 20th-
Fox's "Cleopatra" in the 35mm Cinema-
Scope prints occurred February 26 at the
Catalina Theatre, Tucson, and a house In
Syracuse. NY. ahead of the general April
release of the 195-minute version to cities
that are not playing the Todd-AO prints.
Seats were not reserved but the policy
was "scheduled performances," with dally
showings at 2 and 8 p.m
1
SE-6 BOXOFTICE March 9. 19«4

I
he
,
would
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Identical
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>
MIAMI
production of the Columbia Pictures release.
"Wonders of Miami and Miami
Beach," started in New York at Kennedy
International Airport recently—in a snowstorm.
The opening sequence of the
musical "travelark," depicting the outstanding
features of this area, focused on
tourists heading for fun in the sun in
Miami Beach as they boarded an Eastern
Air Lines jet. The scene has now shifted to
this area when segments of the film will
be shot at the Hialeah race course.
A columnist has quoted a helpful correrespondent
who suggests that theatres
designate in their ads for imported films
which language is used in the version they
are about to show. The correspondent related
that he had read a review of "Three
Fables of Love" which said that English
subtitles were used along with the original
French dialog. Yet, when the correspondent
caught the picture at Wometco's Parkway
the evening after reading the review,
ran into a badly dubbed version.
"A good many film buffs," wrote the
correspondent, "prefer foreign films in
their native tongue with added titles. If
you, through your column, might persuade
Wometco to indicate in its ads which theatres
are showing the film with titles only
and which have the English soundtrack, it
be appreciated by a good many of
j
us."
Liston's Stand Stops
Orleans Telecast
NEW ORLEANS—Both Loew's State and
'the Saenger Theatre canceled the telecast
of the Sonny Liston-Cassius Clay
heavyweight bout the night before the
event. The cancellation was made shortly
after Liston's public statement that he
would not stand for piping a telecast of
his title defense at Miami Beach into any
theatre that had racially segregated seating.
statements from the management
of both theatres in local newspapers
stated: "In view of Sonny Liston's feelings
expressed over the weekend and the
laws of Louisiana, which we are advised
are incompatible, we regret the closed
circuit telecast of the Liston-Clay championship
fight has been canceled . . . Tickets
sold will be refunded at the boxoffice.
The only place in this area which folilowed
through as contracted to telecast
the fight was in the Municipal Auditorium
where segregated seating has been outlawed
by a recent ruling by a federal judge.
However, for a week the New Orleans Philharmonic-Symphony
Society and the New
Orleans Boxing Club were in a hassle
whether or not the telecast could be presented.
The symphony, which has engaged
a portion of the Auditorium, contended
that the telecast would conflict
with its symphony performance.
Judge David Gertler of the civil district
court, after a hearing of a case brought
into court by symphony society, ruled that
the telecast would go on as scheduled under
certain conditions: that the symphony
should start its performance an horn- or so
earlier like they did during the staging of
the Carnival balls, so that the doors of the
other side of the auditorium could open
at 8:15 p.m. to admit the fight fans as
scheduled. But, declared Judge Gertler,
no vending would be allowed in the fight
seating area or in hallways before 9 p.m.,
the expected time for the end of the concert
and the beginning of the fight. The
judge also issued a preliminary injunction
against further auditorium conflicts
with the symphony's current lease, .set to
run through April 7.
Another incident, in relation with the
telecast of the fight, was the attempt of
three Negro college coeds to be admitted
to Loew's State Theatre on Saturday
night. They were arrested on charges of
refusing to move away from the cashier's
window. The three ranged in age from 20
to 22.
After their arrest, a spokesman for the
Congress of Racial Equality said CORE
sent telegrams to boxers Sonny Liston and
Cassius Clay asking them to refuse to allow
the televised broadcast of their heavyweight
title fight in segregated movie theatres?
Kennedy Memorial Films
Being Chosen by Stevens
From New England Edition
BOSTON — George Stevens jr.,
motion
picture director for the U.S. Information
Agency, will have the assignment of compiling
the "Oral History" section of the
proposed John P. Kennedy Memorial Library
to be built here on Harvard University
land.
A series of booths, in which visitors will
press a button to see and hear any of
the late President Kennedy's speeches delivered
in the U.S. and abroad, is envisioned.
Material will come from miles of
film amassed by USIA and countless spools
of video tape being compiled by the National
Ass'n of Broadcasters.
A full theatre within the library, where
planned and continually changing programs
on the Kennedy lifetime can be
presented, is also envisioned. The USIA
had begun preparing a Kennedy documentary
film before the November 22 assassination,
but the job of selecting films
and tapes from all other sources will be a
long and painstaking one.
Video Tape Facilities
Bought by Armistead
From Western Edition
HOLLTWOOD — Sale of International
Production. Inc., video tape equipment and
facilities to Mark Armistead Television has
been announced by Bob Brandt, IPI president,
and Mark Armistead of the purchasing
firm.
This acquisition by Armistead makes it
the largest and most complete independent
video tape facilities company in the world,
its equipment now Including three black
and white mobile recording units, a color
mobile unit and complete broadcast studio
facilities at the Steve Allen Playhouse.
Armistead. which acquired Allied Artists
studios two weeks ago. is converting the AA
studios into a video tape center.
IPI will maintain its international video
tape division as a creative production and
programing unit utilizing rented tape facilities.
It has elected the following board
of directors: Brandt, Richard M. Rosenbloom,
Allen Shaw, Clarence E. Fleming
jr.. Dr. George L. Coleman, William G.
Cooper and William P. Wallace.
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30X0FFICE March 9, 1964 SE-7

THIS S^ACC CONTRlBiiTCO IV THC PUBLIbHCR At A PUBLIC aCNVirr
Tomorrow, scientists may discover the cause of leukemia.
! But today we need your help.
The American Cancer Society is devoting more research
money to leukemia than to any other form of cancer.
Many difTerent possibilities are being explored — viruses,
anticancer drugs, early diagnosis, imniunology, bone
marrow transplantation.
Progress is being made. Lives are prolonged by many
months, sometimes by years, wiih drugs and other therapy.
I he course of leukemia has been slowed and even
temporarily halted
AMERICAN CANCER SOCIETY
BOXOFFICE
by chemicals and blood transfusions.
And today there is hope. Many research scientists
believe that the next major breakthrough may be against
eukcniia. Hut much more could and should be done —
now. This will lake money — lots of money.
Your dollars will help speed the day of victory. Please
give generously. .Mail your check to CANCER, c/o
your local post olVice.
SE-8 BOXOmCE March 9, 196-

,
payable
'
•
^
member
! up
I
I
•
1 a
I
when
An income protection plan providing
regular monthly income to the exhibitor
he is disabled due to illness or accii
I
,
pay
I
fixed
I
employe
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•
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reviewed
i
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for
I
tives
j
Co.
,
at
Accident-Health Plan
For COMPO Members
DALLAS— Members of Texas COMPO.
their families and employes are eligible
to apply for extensive accident and health
coverage at a substantial savings under
an association plan now in effect. Kyle
Rorex, executive director of Texas COMPO.
said the plan will be highly beneficial,
especially for the independent exhibitor
who will be able to apply for dependable
and broad coverage at a price similar to
that now enjoyed only by multiemploye
companies. The exhibitor can choose one
or more of the six basic plans which will
be offered. Available is a hospital indemnity
plan providing up to $750 a month
for as long as 12 months:
A catastrophe hospital plan with a deductible
feature to protect the exhibitor
against catastrophic hospital bills
to $10,000 for himself and each member
of his family.
dent.
• A basic hospitalization plan providing
from $8 to $25 per day room and board.
• An overhead expense plan which would
up to $1,000 a month to help meet
expenses such as rent, heat, utilities.
salaries, etc. when the exhibitors
i is disabled by accident or sickness.
And finally, an accidental death program
with benefits available as high as
$200,000.
Several plans by various companies were
and the one selected is to be
underwritten by Fireman's Fund Insurance
Co. Harrison Del Rose, insui'ance counselor
Texas COMPO in Dallas, will serve
as liaison agent between exhibitor and
insurance company. Rorex said representaof
the Fireman's Fund Insurance
will call on Texas exhibitors personally
to explain the details of the program.
To be eligible to obtain the association
rates the participant must be a member of
Texas COMPO.
North Richland Hills
Site of New Theatre
NORTH RICHLAND HILLS, TEX.—Civic
leaders, including the mayors of North
Richland Hills. Richland Hills and Haltom
City, participated in ground-breaking ceremonies
for an indoor motion pictm'e theatre
at the Richland Plaza Shopping Center.
Construction cost of the theatre is
estimated at $250,000.
Thompson P. Magee. executive promotional
director of the shopping center,
said the theatre will be built on the present
parking area adjacent to the Montgomery
Ward & Co. facility.
COMPO of Tex., Formed
In 1951 Joins TOA Ranks
DALLAS — The 800-theatre Texas
COMPO. which was organized in 1951 by
circuit and independent exhibitors to stage
the big "Movietime in Texas," has joined
ranks with Theatre Owners of America.
The affiliation, voted by the board here,
was announced Tuesday 1 i
3 the Show-
A-Rama convention in Kansas City by
John Rowley. TOA president, and a member
of the Texas COMPO executive board.
•Texas COMPO. perhaps the last of the
big state organizations without national
affiliation, will continue to maintain its
local identity while performing tasks involving
both exhibitor and general industry
problems on the national level," Kyle Rorex.
executive secretary said.
The late R. J. O'Donnell and H. A.
"Colonel" Cole, who then represented TOA
and Allied States, respectively, served as
cochairman of the Movietime in Texas
campaign and headed efforts to make the
organization permanent. In addition to
these two, the original board included Karl
Hoblitzelle. Interstate Theatres president:
Edward H. Rowley. Rowley United Theatres;
H. J. Griffith. Frontier Theatres:
Phil Isley, Isley Theatres: Julius Gordon,
Jefferson Amusement Co.. and the late
Claude Ezell and Henry Griffing.
Texas COMPO supplied an important
part of the leadership and procedure in
the early part of the national exhibitor
campaign that brought relief on the federal
admissions tax. and subsequently played
major roles in obtaining concessions on
three occasions in the Texas admissions
tax. finally bringing it to the same level
as the federal levy.
"In the last few years, Texas COMPO
has been successful in its attempt to discourage
misguided censorship legislation
that could have hobbled Texas exhibitors,"
Rorex related. Other legislative activities
have alleviated some of the occupation
taxes and brought about a substantial adjustment
in fire insurance rates for Texas
exhibitors."
For ten years state and Congressional
lawmakers in Texas have been given Texas
COMPO passes at Christmas, good for admission
to any of the more than 800
Texas theatres.
Texas COMPO has maintained an ac-
CHOIci^f SHOWMEN EVERYWHERE
FOR SPECIAL
MOTION
PICTURE
SERVICE
TRHILERS
Address your neit order to
125 Hyde St. San Froncitco
five speakers bureau from the start,
which
has sent industry speakers to practically
every town in the state to address civic
groups at length on the merits of a motion
picture theatre in community life.
Successfully sponsored by Texas COMPO
were the Oscar Race campaigns staged
nationally to stimulate interest in the
Academy Awards pictures and stars; also
the Drive-In Theatre Week of a few years
ago.
Several years ago Texas COMPO began
publishing picture rating reports of
the Texas Motion Picture Board of Review,
and today furnishes these classifications
on all feature motion pictures coming
into the Texas exchange area. This service
is used not only by Texas COMPO members
but also by many newspapers, periodicals,
civic, church and school groups in
Texas and surrounding states.
The present board is headed by Hoblitzelle
as chairman: John Q. Adams. Interstate:
John H. Rowley, H. J. Griffith. William
O'Donnell and Earl Podolnick. with
Paul Short representing the executive
board. O'Donnell heads Cinema Arts Theatres
and Podolnick heads Trans-Texas.
On the executive committee are Kenneth
Blackledge. Dub Blankenship. Harold
Brooks. Bruce Collins. T. A. Collins. H. A.
Daniels. Frank Dowd. Rubin S. Frels. Ed
V. Green. Syd Hall jr.. Harold Hodge. R.
J. Payne. Phil Isley. C. D. Leon. W. E.
Mitchell. Al Reynolds. Maggie Scott. Bill
Slaughter. Lynn Smith sr.. Sam Turner
and Raymond Willie.
Texas COMPO maintains its headquarters
at 20013-A Young St.. Dallas, with a
branch office at 406 Perry-Brooks Bldg. in
Austin. Kyle Rorex has served as executive
director since the start. Sue Benningfield
has been the secretary for 12 years,
and John D. Reed, general counsel, heads
the Austin office.
I^^ WATCH PROJECTtOS IMPRO\E
^^
^ Technikote ^
^f ' PRODUCTS ^^
^J
Now! • The Only ^2
^ ANTI-STATIC SCREEN $;
^> XR-171 PMri • R«p«b Duit 1^^

. . H.
. . Evelyn
Buchanan
DALLAS
John II. Rowley, pit'sldi'iit. annouiicfd
Rowley Uiiiled Thi»aln>s has taken over
the Hampton Road Drive-In here after Us
purchase from C. D. Leon. Stanley Warner
has been operatniK the drlve-in for several
years. Rowley said the Hampton Road
would be under the supervision of John
A. Callalian. who is city manager over
the Texas. Wynnewood and Vogue theatres
of the Oak Cliff area. Plans are
under way to put the drive-in in first
class condition and it will run the best
product available for drive-ins in this
area.
The picture was produced by Howard
Ted Lewis Booking Agency i
I
jh 4703 No. Ccnfrol Exprcsiwoy^ 5, nf
'Ui»s«^-* ^3*? «oy Dallas S, Taxot Christie and stars Brian Keith, Robert
'i
Culp and Judi Meredith.
Brays father. Robert C. Houston. Burial
was in San Antonio. He is survived by his
wife, a son and two daughters .
were happy to see Myrtle Kitts. secretary
of Local B53 on the Row. She has been
confined to her home with arthritis for
quite sometime. She dropped by the exchanges
to say hello to friends who have
sent her cards and w-ords of encouragement
throughout her illness.
Around the first of April the shipping
and inspection of Allied Artists will be
shifted to the Universal shipping and inspection
department. The employes now at
Mose Wootcn. head shipper at Paramount,
was proudly passing out candy they will move to Universal or retire from
Allied Artists have not yet decided whether
Friday in celebration of the birth of his
the industry . Neeley of Weisenburg
Theatres left Tuesday for Kansas
new son named Darrin Wade.
City to attend the Show-A-Rama where
Sympathy to Mr. and Mrs. Lew Bray of she hopes to pick up ideas for futiu'e use
Harlingen in the recent death of Mrs. during the Texas Drive-In Theatre Owner's
Ass'n conventions held here each
year B. "Buck " returned
from Oklahoma City where he had
been a week booking with Video and other
You, too, can laugh
circuit offices.
ail the way to the bank Ed Holliday Gets Initial
Managerial Assignment
From Southeast Edition
FORT SMITH—It's Manager Ed Holliday
now at the Temple Theatre, where he
had served as a management trainee for
several months. Holliday succeeded to the
manager's desk February 15. when the
former manager, Dave Porter, took over
his own new .iob as city manager for Gulf
Theatres in Pensacola, Fla. Porter had
served at the Temple helm for several
years.
by using BOXOFFICE S
Holliday said the Temple policy and
quality
Clearing House for
would remain the same as when
Porter was in charge.
BUYING-SELLING-TRADING
Pension Plan Director
new or used equipment.
Seeking Beneficiaries
From Western Edition
HOLLYWOOD — The Producers-Writers
Guild of America Pension Plan, administered
by Andrew B. MacDonald. is seeking
beneficiaries of eight deceased members
Projection Equipment Repaired
Exp«rt M«chanic»—Work GuorQnte«d
and is asking help to locate them.
Replacement Parts For—BRENKERT- The late members are Scott W. Darling.
SIMPLEX-CENTURY &
Harvey Gates, David Hertz, Ethel Hill.
MOTIOGRAPH
Thomas Job, Wilfred H. Pettitt, Raymond
LOU WALTERS Sales & Service Co. Schrock and Edmond Seward jr.
4207 Lownrlcw Av«., Oalloi 27, Taiu
Switched to Theatres
Prom Western Edition
HOLLYWOOD — "The Plainsman,'
May We Help You?
filmed as a television pilot by Revue, has
been switched to release as a theatrical feature
by Universal and goes into local dis-
"Satisfaction Guaranteed"
phone LA 8-6302 or write
tribution under the title of "The Raiders."
Kennedy War Drama
^
Back to Theatres
H()1,LVW(j(jU I'l 109. the Warner
Bros, picture drama aljout John F. Kennedy's
wartime adventures, will return to
distribution March 19 at 16 theatres In
the Dallas and Houston areas.
Engagements elsewhere will follow during
March, April and May.
Warner Bros, withdrew the picture from
distribution on the day the President was
assa.ssinated at Dallas. The Technicolor-
Panavision film originally was relca.s

HIGHEST CAPACITY RATING (200) FROM
BOX-OFFICE* FOR NEW YORK OPENING
AT WORLD THEATRE!
(*BOX-OFflCE ISSUE OF FEB. 24th)
firs*
SET A NEW
ATTENDANCE
HIGH AT
THE WORLD
THEATRE
NEW YORK
Mow
II
PSYCHO
MANIA"
TOPS
EVEN
THAT
RECORD!
EXHIBITORS, NOTE:
May we suggest
*WILD FOR KICKS'
OS a companion feature?
AN EARTHY, WICKED
SHOCKER about
unnatural emotions,
uninhibited passions
...andlVIURDER! «
Which
girl
will
be the
next
VICTIM?
THE MODEL?
THE WILD COED?
THE NICE GIRL?
THE TROLLOP?
Ask about
these two
Moneymakers
V
ALSO
STARRING
SHEPPERD STRUDWICK
A VICTORIA FILMS RELEASE
JEAN HALE LORRAINE ROGERS" MARGOT
HARTMAN-KAY ELHAROI
•
SYLVIA MILES
•
PRODUCED BY DEL lENNEY- DIRECTED BY RICHARD L MILLIARD
Recommended for ADULTS ONLY
• All accessories available from Donald £. Ve/de, 3 1 1 tV. 43 St.. N.Y. 36. N.Y.
> "PAGAN HELLCAF • "VIOLATED PARADISf
VICTORIA FILMS, Inc. 144 W. 57 St., N.Y.19' Plaza 7-6980 -Jean Goldwurm. President. IRVING SOCHIN, Sales Director . Felix Bilgrey, Secretary Counsel
Jack Walton
TEXSTATE PICTURES
412 So Norwood St.,
Dallas, Texas
214— R I 7-9692
'XOFFICE :: March 9, 1964
SW-3

OKLAHOMA CITy
The Sonny I.istun-Cassius Clay imhl pictures
opened here on the day after
the fisticuff encoiiiUer in the Midwest and
Warner theatres, operated by Stanley
Warner Management Co.. Paul Townsend
resident manager. The picture was screened
at the Midwest for exhibitors and distributors.
The closed-circuit showing at
the Municipal Auditorium drew almost a
capacity crowd and sports writers reported
the TV pictures were all that they were
cracked up to be. including the loud outbursts
of Clay after he was declared the
winner by a TKO at the beginning of the
seventh round.
.Another theatre closed several years has
been reopened. Bill Edmonston has sold
YOUR COMPLETE
EQUIPMENT HOUSE
CENTURY
DEALER
SUPPLIES
EQUIPMENT
CONCESSION
SUPPLIES
FULLY EQUIPPED
REPAIR DEPARTMENT
OKLAHOMA THEATRE SUPPLY CO.
628 West Grand Ave. TelepKone: CE «-869l
Oklahoma City 2, Okla.
i^k^fortke
at the
THE
WORLDS
FINEST
THEATRES
RB.Y ON
HURLEY
SCREENS,
RIGHT SCREEN
RIGHT PRICE?
SUPEROPTICA
Lnlkulaltd pearl ur/sce
SUPERGLO
Nonltntkahtti ptorl uittoc*
MATTE WHITE
orl quoltrr p'OjCCrton. real economic
See fout tndcpcndcnr theatre
lopplf

—
—
——
and
——
'Sunday in New York'
Minneapolis Leader
MINNEAPOLIS—The Academy Awards
nominations meant stepped up business for
"Tom Jones." 160 at the World, and "Love
With the Proper Stranger." 140 at the
Lyric, over last week's returns, but the
eyebrow-raiser along Hennepin avenue was
the Gopher's "sleeper," "Sunday in New
York," which zoomed to the top of the
heap with a 200 count in its second week.
"Dr. Strangelove" debuted solidly at 150 at
the Mann and "How the West Was Won"
kept rolling along steadily at 180 per cent.
(Average Is 100)
Century Cleopotro (20th-Fox), 36th wk 80
Cooper— How the West Wot Won (MGM-
Cinerama), 51 St wk ] 80
Gopher— Sunday in New York (MGM), 2nd wk. . .200
Lyric Love With the Proper Stronger (Para),
3rd wk 140
Mann Dr. Strangelove (Col) 1 50
Orpheum Dead Ringer (WB) 90
St. Louis Park Seven Days in Moy (Para), 3rd wk. 120
State Moil Order Bride (MGM) 100
Suburban World, Campus Knife in the Water
(Konawtia) 95
World Tom Jones (UA-Lopert), 2nd wk 160
Holdovers Register Gains
At Omaha Theatres
OMAHA—It was a week of holdovers
right down the line and all held up well.
In fact, a couple of offerings showed
gains. City Manager Don Shane said the
two Tri-States circuit theatres, the Orpheum
and Omaha, did well with the Liston-Clay
fight closed circuit program. The
Orpheum was 99.9 per cent sold out and
the Omaha about 60 per cent. The Indian
Hills Cinerama Theatre receipts climbed
in the 39th week of "How the West Was
"
Won the Cooper had a bigger third
week than its second with "Sunday in
New York.
Admiral Tom Jones (UA-Lopert), 2nd wk 300
Cooper Sunday in New York (MGM), 3rd wk 110
Indian Hills How the West Was Won (MGM-
Cineramo), 39tti wk 210
Omaha Man's Favorite Sport? (Univ), 3rd wk. ..115
Orpheum Seven Days in Moy (Para), 2nd wk. ..110
State The Misadventures of Merlin Jones
(BV), 2nd wk 150
"Merlin Jones' Star of Week
In Three Milwaukee Theatres
MILWAUKEE—"The Misadventures of
Merlin Jones" drew exceptional grosses in
every house it played but was a sellout at
the neighborhood Point Theatre for every
performance. With one exception, all theatres
reported average or better for the
week.
Cinema I It's o Mod, Mod, Mad, Mod World
(UA-Cinerama). 10th wk. .
300
Cinema II Love With the Proper Stranger
(Para), 3rd wk ]00
Downer Nurse on Wheels (Janus) 150
Oriental Show Boot (MGM), reissue 2nd wit 100
Polace, Point, Moyfair The Misadventures of
Merlin Jones (BV) 260
Riverside Sunday in New York (MGM) . . . 165
SIrond Cleopatra (20th-Fox), 33rd wk 125
Times Light Fantastic (Embassy) )00
Tower Tiaro Tohiti (Zenith), 2nd .
wk 75
Townc Seven Doys in May (Para) 1 75
Warner—Dead Ringer (WB) 100
95 -Year-Old Minneapolis Doorman
Setting Records for
MINNEAPOLIS—Patrons of the Minnesota
Amusement Co. Lyric Theatre here
are regularly greeted by a doorman who is
unique in the business in more respects
than one—not the least of which is
Charles Cobb's age, 95 years.
Lyric Manager Bob Carr, Charlie's employer
and friend, is quick to point out that
Cobb holds a regular, responsible, fulltime
position as doorman and is furthermore a
conscientious and exemplary employe. "I
can set my watch by Charlie's arrival at
the theatre every morning at 10. and he's
never been late." he reports.
Despite his years. Charlie Cobb is a
relative newcomer to the theatre business,
beginning his present career as theatre
employe at the advanced age of 85 when
with Maco at the old Radio City Theatre.
Prior to his Maco employment, Charlie
worked at a number of jobs, primarily as
a telegraph operator for a stock broker, a
position he held for 23 years until he became
one of the earliest victims of automation
with the full advent of the tickertape
machine in 1937.
A native of Lawrence, Mass.. Charlie's 55
years in Minnesota have made him an enthusiastic
midwesterner along with his wife
of nearly 60 years. The couple are moviegoers
as well, often getting out to the pictures
for an evening's entertainment, and
both found "The Ten Commandments"
their alltime favorite film.
Charlie's plans for continued employment
extend into the indefinite future, and
he intends to remain on the job as long as
he is needed. In that he enjoys meeting
the public and finds his job pleasant, he
would recommend the movie business to
anyone looking for a future—even 85-
year-olds.
Asked the standard question of sprightly
oldsters—the secret of his longevity and
Punctuality
i^w
ACE Elects Norm Colbert
HOLL'YWOOD — Norman Colbert has
been elected vice-president of the American
Cinema Editors by the board of directors
to fill the unexpired term of Phillip
Anderson, who resigned to go to Africa
as supervising editor on UA's "Mr. Moses."
Robert Belcher was named to replace
Colbert.
Paramounfs "The Patsy" stars Ina
Balin. Greorge Raft, Keenan Wynn. Peter.
Lorre. John Carradine and Phil Poster.

. . Charles
"Sergeant
Grandpa
. . Mr.
•^.-";
D E S
MOINES
l^an the Flit Guns, Men! The Beatles Are
Coming! Satiiiday il4i has been
set aside as "music appreciation day" here,
when the Beatles, the Beach Boys and Leslie
Gore all are coming to town via the
"magic" of closed-circuit TV. Two shows
at the KENT Theatre are scheduled at the
strange hours of 11:30 a.m. and 1:30 p.m..
and the admission is two bucks. Somehow,
can't ever recall as a teenager going for
anything as horrid as the Beatles. Guess
I was too busy eating goldfish at the time.
Once upon a time—30 .years ago— there
were three very courteous young ushers
employed at the Uptown Theatre in Minneapolis
They were good friends but each
finally hung up his flashlight and went
out into the world to seek his fortune. And
just recently the three—Jerry Bloedow
i\Vest-Vue Drive-In at Des Moines i. Richard
Simmons
i
Preston of the
Yukon 'I and Bob Mowen i realtor at Pomona.
Calif. —got together for some
1
reminiscing that went 'way around the
clock. The reunion was at "Sergeant
Preston's place." not in the frozen Yukon
but in sunny California. The event was the
highlight of Jerry and Mrs. Bloedow's sixweek
winter vacation in the southwest.
Three of the w'eeks were spent at Apache
Junction. Ariz., and Jerry would qualify as
a public relations man for this desert vacation
spot. It was Bloedow's fourth visit
there in four years.
Additional Nostalgia Department: The
Rialto at Port Etodge is undergoing a facelifting
and so far there has been found in
the wall: one adult admission ticket for
26 cents and one 1939 golf ticket for Leo
Peterson, a Central States manager of
some time ago. We're waiting for them to
uncover a giant 'Wurlitzer or at least the
white bouncing ball.
Walter .Alien of Maquoketa has purchased
the Bel-Air Drive-In at Davenport from
George Dinelli of Peru, 111. Allen, who also
operates the Corral Drive-In at Molinc.
plans some renovating at the Davenport
spot . Callgiuri, Paramount's
chieftain here, spent a share of the week in
Omaha and Lincoln.
in the way of "live" theatre here. Amoni;
the coming attractions at KRNT Theatre:
Allen Sherman, the satire genius:
"How to Succeed in Business Without Even
Trying." heel clicker Jose Greco, alas, and
the local boxoffice moneymaker. Ferlin
Husky.
Ivooking for Something? Don't know' if
Jim McKnight, exhibitor at Oelwein, ever
found the wooden Indian he wanted for "4
for Texas." At the time, we mentioned the
Des Moines Art Center as a possible aid
for a Bureau of Ml.ssing Wooden Indians.
Now it is announced that the Art Center
is trying to track down a suit of armor and
a mummy! Any leads?
Second Mlinar Gets
Marquee Billing
CRESCO. IOWA—Michael Kim Mlinar
was the second member of his family in
five years to receive top billing at the
Cresco Theatre. His brother Mark, now 5,
and a veteran, received the same marquee
"treatment" when he arrived in 1959. Appearing
on the marquee was this: "Premiere
Showing. Wed. Jan. 29 at 8:14 a.m.
Michael Kim Mlinar."
Although both young men deserve the
honor, it probably helped that their dad
Keith owns the Cresco Theatre. Michael
Kim was born January 29. The "premiere"
announcement went up shortly thereafter
and remained for a week. It brought lots
of comment and congratulations from all
citizens in this city of 4.000.
Michael Kim's early enti-y into "showbusiness"
comes as no surprise. He's third
generation ! Jo.seph Mlinar has
been an exhibitor for 41 years at Spring
Valley. Minn. The elder Mlinar has the
State Theatre there, and according to son
Keith, was his "tutor" in the theatre business
until Keith crossed the Iowa-Minnesota
border ten years ago and took over
the Cresco filmhouse.
and new seats and making other im-
OMAHA
"Merlin" and "Tom," the Jones boys, were
in their second week here at the Orpheum
"
and IngersoU. "Sunday in New York was
a month at the Capri and "Seven Days in T E. Macke planned to get the Mullen Theatre
at Mullen. Neb., back into operation
May" stayed on for a second week at the
Paramount ... A bunch of the Iowa exhibitors
went to Kansas City for Show- been closed for a long period . . . Harmon
the first of this month. The theatre has
A-Rama VII and their comments will be Grunke has had his projectors and booth
recorded upon return.
equipment all worked over at Quality Theatre
Supply and is rearing to go at the
March finds a varied bill of fare on tap
O'Neill Drive-In . . Fine w-eekend weather
had all the drive-in boys itchy and many
probably will get underway .soon, particularly
in view of the fact that the extremely
light snowfall this winter has left
HLMACK'S NEW I9C«
DRIVE-IN the grounds In good shape.
CATALOGUE
The newly remodeled Ritz Theatre at
Cambridge opened the last day of the
NOW
0^
READY! month and is .scheduled for two changes a
Th« Th«otr« Induttr^S BibU week, on Thursday-Friday-Saturday and
on How To Moll* Money Sunday. Monday-Tuesday basis. The Cambridge
Clarion gave the Ritz a big sendoff
Selling M«rchont Adt, Con>
catiiont. ond Ticket Selling
'
i.m:tin Ideoi Free on Requett.
with a four-column spread on its first page
and reported how Mr. and Mrs. Roberts
nuNACK nuuLn ce. and their son Bob had spent many hours of
t»7 ft. WAUftH - CMKACO S. HI. MA f-iH labor painting, polishing, mstalling a new-
-
floor
provements. The Roberts family recently
purcha.sed the theatre from C. A. Phillips.
Other work Includes a rebuilt natural gas
furnace, cooling system, new ticket booth,
new lobby tile. Philippine mahogany paneling
at the rear of the auditorium and completely
reconditioned projection equipment.
The new- owners are planning to redecorate
the outside of the building in the spring.
Denman Kountze jr., the Omaha World-
Herald movie critic, received a "Thanks.
Mr. Kountze" in 60-polnt type at the top
of a Dundee Theatre ad for his review of
"Billy Liar." but the rest of the ad was
not quite so complimentary. Beneath the
big headline proclaiming thanks, the ad
continued "for your nice article on 'Billy
Liar' even though it w-as lost in your Friday
column. We are reprinting it word for
word, for the benefit of tho.se moviegoers
who didn't wade through a personal dissertation
on your thoughts of Walter Mltty
and for those who don't look on the television
and radio page for your guidance on
films." In his lead Kountze opened with
"The latest Mitty-esque adventure is
called 'Billy Liar' " and closed with an objective
analysis of the movie.
Herman Gould, former partner, in the
Center Drive-In Theatres who has been
visiting in Omaha from his retirement spot
in Florida, was among a group from here
who attended Show-A-Rama VII in Kansas
City. Hei-man has a bunch of key
rings he has been selling for the benefit
of the Will Rogers Memorial Hospital,
where he -spent considerable time a few
years ago for treatment . and Mrs.
Edgar Becker and his wife of the Hi-Vue
Drive-In at Hartington were in town preparing
for their opening.
Nebraska Foundation
Tax Question Raised
LINCOLN—The state tax cauldron which
has been bubbling under heated stirring by
many hands of recent years received a
vigorous sw-irling by state senator Terry
Carpenter of Scottsbluff last week.
The legislator said he had requested an
attorney general's opinion on the taxability
of foundations, such as the Cooper
Foundation in Lincoln and the Eppley
Foundation in Omaha.
The Cooper Foundation has theatres in
a number of states, including de luxe Cinerama
situations in Omaha. Denver. Minneapolis
and Oklahoma City.
The Scottsbluff senator also asked the
legislative council to obtain a list of all
foundations in Nebraska and the taxexempt
intangible holdings of these
organizations.
Most foundations claim tax exemption
of cash and securities because of their
educational and charitable activities.
A perennial i.ssue in the strite has been
whether Nebraska should broaden its tax
base to include a sales and or income tax.
An amendment was approved by voters
which would make it mandatory drop to <
the state property tax levy should a sales |
tax and Income tax or both be adopted.
i
Britain's singing group, the Beatles, are
spotlighted in a feature article in Seventeen
magazine stating that their first motion
picture will be for United Artists, with
its release scheduled for August.
NC-2 BOXOFFICE March 9, 1964

HIGHEST CAPACITY RATING (200) FROM
BOX-OFFICE* FOR NEW YORK OPENING
AT WORLD THEATRE!
f*BOX-OfF;CE ISSUE OF FEB. 24th)
First
SET A NEW
ATTENDANCE
HIGH AT
THE WORLD
THEATRE
NEW YORK
Mow
w
PSYCHO-
MANIA"
TOPS
EVEN
THAT
RECORD!
EXHIBITORS, NOTE:
May we suggest
•WHO FOR KICKS"
OS a companion feature?
AN EARTHY, WICKED
SHOCKER about
unnatural emotions,
uninhibited passions
...and MURDER!
Which
girl
will
be the
next
VICTIM?
THE MODEL?
THE WILD CO-ED?
THE NICE GIRL?
THE TROLLOP?
Ask about
these two
Moneymakers
X
SKHOMUNIA
A VICTORIA FILMS RELEASE
ALSO
STARRING
SHEPPERD STRUDWICK
JtAN HALE -LORRAINE ROGERS- MARGOT
HARTMAN'KAY ELHAROT • SYLVIA MILES
•
PRODUCED BY DEL lENNEY- DIRECTED BY RICHARD L MILLIARD
Recommended for ADULTS ONLY
• All accessories available from Donald E. Velde, 3 II IV. 43 St.. N.Y. 36. N.Y.
> "PAGAN HELLCAF • "VIOLATED PARADISE"
VICTORIA FILMS, Inc. 144W. 57Sl,N,Y.19'PLaza7-6980' Jean Goldwurm, President. IRVING SOCHIN, Sales Director • Felix Bilgrey, Secretary Counsel
Joe Loeffler
LOMAC DISTRIBUTING
1000 Currie Ave.,
Minneapolis, Minn.
612— FE 2-6633
CO.
>XOFFICE March 9. 1964
NC-3

Wesley
'
MILWAUKEE
Hll was in r

—
—
—
'Sirangelove' Jams
Cleveland Traffic
CLEVELAND—Not before has an ait
house picture caused traffic jams but that's
what has been occurring around the
Heights and Westwood theatres, one on the
east side, the other on the west, since they
started showing "Dr. Strangelove." "Seven
Days in May" was also in the high percentage
brackets with 200 in its second
week at the State Theatre.
(Average Is 100)
Allen Dead Ringer (WB) 95
Cinema
Mon in the Middle (20th-Fox),
2nd wk Not Established
Colony America America (WB) 1 50
Continental Good Soldier Schweik (SR), 2nd wk. 90
Heights, Westwood Dr. Strangelove (Col) 575
Hippodrome The Misadventures of Merlin
Jones (BV), 2nd wk 90
Ohio Tom Jones (UA-Lopert), 2nd wk 225
Palace It's a Mod, Mad, Mod, Mod World
(UA-Cinerama), H th wk 175
State Seven Days in May (Para), 2nd wk 200
"Seven Days' Averages 210
In Three Cincy Area Theatres
CINCINNATI—Considering that the motion
pictm-e business was contending with
an unusual number of live attractions, attendance
in first-run theatres was fairly
good. "Tom Jones" in its third week at
the Times followed closely by newcomer
"Seven Days in May" playing three suburban
houses, headed an interesting and
varied bill.
Albee 4 for Texas (WB), 2nd wk 85
Ambassador, Oakley Drive- In; Madison, Covington,
Ky. Seven Days in Moy (Pora) 210
Capitol— It's o Mad, Mod, Mod, Mod World
(UA-Cineramo), 1 1 th wk 1 75
Esquire, Hyde Park To Bed ... Or Nof to Bed
(Cont'l) 100
Grond Cleopotra (20th-Fox), 36th wk 80
Guild War of the Buttons (Bronston) 130
Keith The Cardinal (Col), 3rd wk 100
Palace Sundoy in New York (MGM), 2ncl wk. .100
Times Tom Jones (UA-Looert), 3rd wk 300
Valley Dr. Strangelove (Col) 200
No Quickie Dayton Okay
To Antenna TV System
COLUMBUS—The "gross injustice perpetrated
on the public" by community antenna
system franchises may be curbed by
action of the FCC, forecast Ken Prickett,
executive secretary of the Independent
Theatre Owners of Ohio. It is reported
that the FCC views the Dayton, Ohio, controversy
over CATV has some aspects of a
test case. The FCC is developing its policy
on the community antenna situation.
Chairman E. William Henry of the FCC
met recently with Mayor Frank R.
Somers of Dayton and Dayton city commissioner
Robert L. Schell. After the
meeting, Somers and Schell said that Dayton
officials will delay their decision on an
application by the Miami Valley Broadcasting
Corp. for a CATV franchise until
the FCC acts on a microwave application
for the broadcasting corporation.
The Dayton commission in January
tabled a franchise application from the
corporation by vote of 3-2. Chairman
Henry said the FCC would begin consideration
soon for the microwave application.
He said he had no idea when a decision
may be reached. It is understood that the
FCC is negotiating with the broadcasting
industry and CATV promoters on legislation
to clarify the agency's jurisdiction over
community antenna systems.
Mayor Somers, in agreement with
Prickett. said; "CATV is, without a doubt,
a foremnner of pay TV. One of our concerns,
besides taxes and use of city streets
and utility poles for their cables, is protecting
the existing stations in Dayton and
the people who cannot afford CATV."
Somers said that it may not be economically
feasible for Miami Valley
Broadcasting to establish CATV if its
microwave application is rejected by the
FCC. The mayor said he discussed the
situation with officials of American Telephone
& Telegraph. They said they will
not allow use of AT&T cables for pay TV
but would permit such use by CATV.
Prickett said that "there is clear indication
that these outfits are going into
towns and getting franchises with no idea
of paying the city for the privilege." He
criticized the "quickie" method of passage
of emergency legislation in Wauseon and
Napoleon before anyone could study the
proposals. Prickett said the Dayton case
is important because that community is
the largest city to date in which CATV
promoters have attempted to set up cable
systems.
The Wauseon and Napoleon franchises
were granted to Direct Channel Associates,
Inc. of Stow, Ohio, after a one-day consideration
and passage of the franchise
ordinance.
Prickett praised the successful fight in
Dayton to table the CATV ordinance conducted
by Carl Rogers, manager of Loews
Theatre: Ansel Winston, RKO city manager;
Bob Keyes, manager of the Victory
Theatre and officers of the projectionists
and stagehands unions.
'Tom Jones' 250 Standout
Among Detroit Offerings
DETROIT—The terrific opening of "Tom
Jones ' at the Trans-Lux Krim ran 250.
head and shoulders ahead of anything else
in town. "The Cardinal." in its seventh
week at the Madison, was i-unner-up with
130.
Adams The Misadventures of Merlin Jones
(BV), 2nd wk 100
Fox—A Yonk in Viet-Nom (AA); Cry of Bottle
(AA) 95
Grond Circus A Globol Affoir (MGM); Life in
Donger (AA)
] ]q
Madison The Cardinal (Col), 9th wk. ......... \30
Mercury Chorode (Univ), 7th wk Not Available
Michigan Love With the Proper Stronger
(Para), 4fh wk 125
Polms— Stroit-Jocket (Col); The Moniac (Col)',
Ith wk 120
Trans-Lux Krim—Tom Jones (UA-Loper't),' 2rid' wk, 250
Detroit Area Drive-In
Boothmen Sign Pact
DETROIT — Detroit drive-in theatres
have concluded a contract with lATSE
Local 199. covering employment of projectionists
for the four-year term. The
details were not disclosed, but Roy R.
Ruben, business agent of Local 199. confirmed
that they include increases in
wages, in pension t«rms, and in fringe
benefits. The contract was agreed upon
after seven weeks of negotiation, and is
retroactive to the start of this year. It
runs until Jan. 1, 1968. It covers all 14
drive-ins in this area.
The contract for indoor theatres has a
considerable time to run.
BOXOFFICE March 9. 1964
Bedford Exhibitor
And Aide Assist
BEDFORD. OHIO—The Still well Theatre
has stepped right up to the front to
see that one of Bedford's children gets her
"
chance. The "child is 16-year-old Mary
Jane Altomondo whose right leg and hip
were removed to stop the spread of cancer
and save her life. The young lady had
always planned to be a dancer, but the
operation changed those plans, and she
now has decided that there's lots more to
life than dancing.
The Stillwell is owned by Samuel E.
Schultz, who is also half owner of the
Mapletown at Maple Heights near Bedford.
Schultz also is a member of the board of
the Cuyahoga County Cancer Society.
Louis Swee. manager of the theatre, is
also more than casually interested in Mary
Jane's case for he lost a sister to the
disease about 10 years ago, and he knows
how staggering the expenses can be.
So. while Mary Jane was still in New
York, awaiting the operation, the two theatremen
announced they would give a
benefit evening for Mary Jane. Industry
rules will prevent the naming in advance
of the film to be shown but Schultz
promises a "Hollywood sneak preview" with
one of the ten best first-run pictures, one
not yet shown in Cleveland. This will be
Samuel Schultz
Cancer Sufferer
on March 17.
In the meantime Louis Swee is being
bombarded with offers. Radio station
WERE will have eight disc jockeys at the
opening; the auto title bureau in Bedford
offered help of any kind: a restaurant out
Southgate way will send 100 pies, and
money donations range "both ways from
$5." The student body of Bedford High
School, where Mary Jane was a junior before
the time out for the hospital, is expected.
After the Stillwell fills up, the
overflow will be directed to the Mapletow-n
and its 1,800 seats where they'll see
the same show.
Renovated Loma Theatre
Opened by the Jack Lalos
DETROIT—Formal invitations and an
attractive brochure marked the grand
opening of the new Loma Theatre, described
as "The Showcase of the Fruit
Belt," at Coloma March 3 by Jack and
Helen Lalo. The brochure presented an
artist's sketch of the architectural distinctiveness
of the house, gave contractor
credits, and recited the history of motion
pictures in Coloma since 1910. in a manner
fully worthy of a de luxe big city theatre.
ME-1

. . Betty
!
. . Mike
. . Nick
. . William
. . Projectionist
. . Ken
. . George
. .
. .
. .
. .
He
i
I
;
I
DETROIT
TTniled Drtroit Theatres diiw 16.500 patrons
for the Liston-Clay fight— with
sellouts at the Michigan and Palms Theatres
downtown and the Woods in Grosse
Pointe. and 7.000 in the 12.000-seat arena
at Cobo Hall. The independently operated
5.041 -seat Fox Theatre sold standing room
only. The Nederlander circuit's 2.477-seai
Riviera had to refund when equipment
trouble developed an hour before the fight.
but their 1.298-seat Carmen in Dearborn
had a sellout.
Marjorie Rice of United Artists was in to
enjoy the beauties of the Fisher Theatre
building on her pre-Washington birthday
holiday . Watters of the Jam
Handy Organization was down to visit at
Jack Zide's Allied Film Exchange . . . Mr.
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HIGHEST CAPACITY RATING (200) FROM
BOX-OFFICE* FOR NEW YORK OPENING
AT WORLD THEATRE!
f*60X-0FF/CE ISSUE OF FER. 24th)
First
SET A NEW
ATTENDANCE
HIGH AT
THE WORLD
THEATRE
NEW YORK
Now
"PSYCHO
MANIA
TOPS
EVEN
THAT
99
RECORD!
EXHIBITORS, NOTE:
May we suggest
"WHO FOR KICKS"
as a companion feature?
AN EARTHY, WICKED
SHOCKER about
unnatural emotions,
uninhibited passions
...andlVIURDER!
Which
girl
will
be the
next
VICTIM?
THE MODEL?
THE WILD CO-ED?
THE NICE GIRL?
THE TROLLOP?
Ask about
these two
Moneymakers
LEE PHILIPS
SttHOMANIA
A VICTORIA FILMS RELEASE
STARRING
SHEPPERD STRUOWICK
with
JEAN HALE -LORRAINE ROGERS • MARGOI
HARTMAN-KAY ELHAROT • SYLVIA MILES
•
PROOUCEO BY DEL lENNEY- DIRECTED BY RICHARD I HIUIARO
Recommended tor ADULTS ONLY
All accessories available from Donald E. Velde, 31 1 IV. 43 St., N.Y. 36, N.Y.
>•
"PAGAN HELLCAF • "VIOLATED PARADISE"
VICTORIA FILItIS, Inc. U4W. 57 St., N.Y.19-PLaza 7-6980 -Jean Goldwurm, President . IRVING SOCHIN, Sales Director. Fein Bilgrey, Secretary Counsel
Ed Salzberg
SCREEN CLASSICS
T632 Central Pkwy.,
Cincinnati, Ohio
5T3—CH 1-3671
Robert Buermele
JAMES HENDEL FILMS
315 Fo> Building
Detroit, Michigan
313—WO 5 3062
BOXOFTICE March 9, 1964
ME-3

y
CINCINNATI
The prt'sj-nt publirity thiout;lioul the luilioii
pt'ilainliiK to the pU^hl of the
haidpiessed mountain pt'ople in Kentucky
and West Virginia is nothlnK new to the
folks on Filmrow. Nora Davis. Cincinnati
Theatres secretary, a number of years af,'o
started lier own campaign which has been
supported by her co-workers in easing to
some extent the dire conditions that face
the hill people. This past week collections
have been made throughout the city and
Filmrow though Miss Davis has been working,
too. Nora sends the Row's contribution
to the fire department. Falmouth. Ky..
where the town's firemen on their day off
distribute the food and clothings.
Ruth Lyons, star of the WL'W-TV-radio
50-50 Club, was presented the Variety
Tent 3 Humanitarian award last week for
her outstanding philanthropic "50-50
"
Christmas Fund the tent's first assistant.
Ray Russo. The fund, started a number
of years ago by Miss Lyons through
contributions by her audience, was set up
originally to provide every child patient
in a local hospital with a toy. The impact
of a toy for each sick child in a hospital
has influenced the growth of the fund
since its foundation. Today, not only are
toys provided for every sick child in a
recipient hospital, but expensive equipment
to ease a child's discomfort, has been
provided for the hospital operating on
very stringent budgets.
The 728-seat Dabel, Mid-States Theatres'
Dayton Cinerama house, is to close
March 15 after a 34-week-run of "How
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THE BIG COMBINATIONS

—
—
—
—
— —
was
—
—
. . Wally
leaving
he
12-Inch Snow Blocks
Boston Boxoffices
BOSTON—A storm Friday night, February
28, dumped 12 more inches of snow on
the Cape and added to the city's aheady
heavy snow cover. Also contributing to a
cut in percentages at first-run theatres was
the ciurent policy of towing away cars by
the Boston police department. There were
only two openings during the week, "A
Global Affair" doing above average at the
Orpheum, and "Katu" coming in slightly
above average at the Center. "The Silence"
performed well at the Kenmore Square
In a second week at each situation.
. 150
(Average Is 100)
Astor Seven Dovs in Moy [Para), 3rd wl< )50
Beacon Hill Tom Jones :UA-Lopert), 11th wk. ..160
Boston It's a Mod, Mod, Mod, Mod World
(UA-Cineramo), 16th wk 170
Capri The Doll (Konawha), 3rd wk 120
Center Kotu (SR). Foil Guy (SR) 135
Exeter—The Eosy Life (Embassy), 5th wk 150
Esquire Poinf of Order (Point), 2nd wk 160
Gary The Victors (Col), 4th wk 140
Kenmcre Cinema, Park Square Cinema The
Silence (Janus); The Old Mon and fhe Flowers
(SR), 2nd wk.
Mayflower
.
Children of fhe Domned (MGM),
Glodiotors Seven (MGM), 2nd wk 135
Memorial Mon's Fovorife Sport? (Univ); Hide and
Seek (Univ), 2nd wk 1 55
Music Hall The Misadventures of Merlin Jones
(BV), 3rd wk 165
Orpheum A Global Affair (MGM) 1 50
Paramount Love With the Proper Stranger
(Para), 2nd wk 140
Pons Cinema Billy Liar (Confl), 4th wk 120
Soxon The Cardinal (Col), 1 2th wk 1 75
West End Cinema Family Diory (MGM), .130
2nd wk. .
The Silence' Up 75 Points
2nd Week in Hartford
HARTFORD — Janus Films' 'The Silence"
bounded to a brisk 175 in its second
Art Cinema week.
Allyn A Global Affair (MGM) 90
Art Cinema The Silence (Janus), 2nd wk 175
Burnside The Priis (MGM), I Oth wk 80
Cine Webb Tom Jones !UA-Lopert), 3rd wk 165
Cinerama South Seas Adventure (Cineromo),
5th wk 90
Eostwood, Meadows Dnve-ln, Webster The
cofeatures . . .
Comedy of Terrors (AlP), various .100
Elm America America (WB) 90
E. M. Loew's The Cordinol (Col), I Oth wk. .... 70
Loew's Palace Children of the Damned
(MGM), 2nd wk 60
Loew's Poll Sundoy in New York (MGM) 130
Rivoli—The Easy Life (Embassy), 2nd wk 115
of Merlin
(BV), 90
Strond,
Jones
PlazQ The
2nd wk
Misodventures
'Sunday in New York' 165
Highlights New Haven Week
NEW HAVEN— MGM's "Sunday in
York
"
New
among the tow-n's brighter
lights, chalking up a handsome 165 in its
first Paramount week.
Crown, Bowl Drive-In The Comedy of Terrors
(AIP); Covolry Commond (Parade) 100
Lincoln The Silence Janus) 155
Loew's College Tom Jones (UA-Lopert), 2nd wk. 150
Paramount Sunday in New York (MGM) 165
Milford Drive-In, SW Roger Sherman The Victors
(Col), The Wackiest Ship in the Army Col),
reissue, (dnve-in companion feature). 3rd wk. ..115
SW Cinemart The Misadventures of Merlin
Jones (BV), 2nd wk 120
Wholley—Cleopatra (20th-Fox), 9th wk 100
Sponsors 'Jones' Bow
HARTFORD—The Hartford women's division,
American Jewish Congress, sponsored
two showings of UA-Lopert's "Tom
Jones" at the Lockwood & Gordon Cine
Webb, charging $1.50 admission.
Sperie Perakos Completes Tour
NE-W BRITAIN—Sperie P. Perakos, vicepresident
and general manager of Perakos
Theatre Associates, completed a swing
through the circuit's northern Connecticut
situations.
'Tom Jones' Near Record
In Worcester Cinema ... 1
WORCESTER, MASS.— Redstone Theatres'
John P. Lowe reported a six-week
engagement of UA-Lopert's "Tom Jones'
at the Cinema 1, ranking it among the
town's long-run bookings. Twentieth-Fox's
"Cleopatra" will play Loew's Poli at $1.75
top admission.
A visitor in town was hometowner Clifford
Davis, who newly completed a rolt
in UA-Stanley Kramer's "Invitation to a
Gunfighter," which teams Yul Brynner
and Janice Rule.
Grants Airer Permit
In Great Barrington
GREAT BARRINGTON. MASS.—After a
public hearing attended by nearly 100 residents,
selectmen granted a permit to two
Pittsfield men to build and operate a drivein
theatre on Route 7 at the north end of
town.
Horace A. Decelles and Gerald A. Duprey
plan to build a 500-car capacity airer on
30 acres they purchased on the east side of
the Stockbridge road. Associated with
them in the operation will be Robert
Sharby of Pittsfield. Both Decelles and
Sharby are former managers of Pittsfield
theatres—Sharby at the Berkshire Drivein
and Decelles at the Capitol.
Robert J. Donelan, attorney who represented
the theatremen at the public hearing,
said that more than $100,000 would be
invested in the theatre project.
Decelles said construction would begin
as soon as weather permits. It is hoped
that the drive-in will be ready for its opening
show in June.
SPRINGFIELD
f^hester L. Stoddard, president of New
England Theatres, conferred with John
R. Patno jr.. Paramount . Beach,
producer of West Springfield's summer
tent operation, Storrowton Music Fair, and
his wife Bobbie flew home from a fewweeks
of Florida sunshine,
Joe Mansfield. UA field exploitation man.
was in the territory ahead of "Prom Russia
With Love " . . . Redstone Theatres began
construction on the long-anticipated
dual theatre concept, to be known as
Cinema 1 and Cinema 2, on Riverdale road.
West Springfield . . . E. M. Loew has yet
to disclose whether he intends to proceed
with plans for a hardtop adjacent to the
E. M. Loew Riverdale Drive-In. Murray
Lipson has the sole hardtop in the town at
the moment, the first-run art outlet, the
Majestic.
Allen Widem Reappointed
HARTFORD—Allen M. Widem. Hartford
Times amusements editor, has been
appointed to another five-year term on the
West Hartford Development Commission.
TV Ads for 'Merlin lones'
HARTFORD— William Decker, resident
manager for Stanley Warner, bought TV
time as supplementary promotion on
Strand engagement of Buena Vista's "The
Misadventures of Merlin Jones."
Daytz Circuit Opens
Harvard Square Unit
BOSTON — Al Daytz theatre interests
have opened a new 500-seat house in Cambridge
near Harvard Square called the
Esquire, now playing "Point of Order."
Daytz said the new theatre will run first
runs with downtown Boston theatres.
Daytz interests now operate the Park
Square Cinema and the Kenmore Square
Cinema in downtown Boston. The Esquire
is the third theatre in their new art circuit
in Greater Boston.
'Would-Be Stars' Should
Await Discovery at Home
WINDSOR, CONN.—The would-be
acting
"star " his home town for
Broadway or Hollywood isn't necessarily
taking the right step, Allen M. Widem.
Hartford Times amusements editor, told
the Windsor Jesters.
Talent scouts for both theatre and motion
pictures-television visit metropolitan
Hartford regularly, he commented, and are
able to adequately judge capabilities on
home grounds,
"The key to success, of course, is adequate
preparation. " added. "The trick
that tmns the key is being seen at the
right time in the right circumstance."
'Peyton Place' Author
Grace Metalious Dies
GILMANTON, N.H. — Grace Metalious,
39. of Gilmanton. who gained nationwide
fame and made an estimated million dollars
by writing several sensational novels
which were made into motion pictures, died
of a liver ailment at Beth Israel Hospital
in Boston, February 25,
The novelist, whose own life was almost
as crowded with drama as the characters
in her books, wrote Peyton Place, Return
to Peyton Place. The Tight White Collar
and No Adam in Eden.
WANTED
MOTION PICTURE
OPERATOR
one tvho minds his own business
'his business being in the booth'
WE HAVE THE BEST TO MAKE IT
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Needham, Mass.
Phone 444-1657 or write
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BOXOFFICE March 9. 1964 NE-1

. . Jimmy
1
.
BOSTON
Kfarjory Adams. Bastoii Globe film critic,
was citi'd us of "truly lop stature" In
the February 21 Issue of Life magazine in
an article about Joan Crawford's press conference
here . Fund certificates
of merit have been presented by William
S. Koster. executive director of the Jimmy
Fund to Lt. Col. Franklin C. Davis, commanding
officer. U.S. Army recruiting main
station. Boston Army Base, and to M Sgt.
Frank J. Carr for "extraordinary cooperation
which they volunteered during the
Jimmy Fund drive." George Patenaude of
the Variety Club of New England assisted
Koster in the presentation ceremony.
The Soulh Knd Music Center is sponsoring
an advance showing of "Becket" Monday.
April 6, at the Gary Theatre, which stars
Richard Burton as Thomas A. Becket.
Proceeds will go to the student aid fund of
the South End Music Center, focus of
musical excellence in the south end for
more than 50 years. Richard Burton wi'l
be here in person during the showings of
ENDLESS
• URNS TH( CNTIRI
P05ITIVI ROD
S«vt Corbon Coil
W*tt CootI T>i«a1r« S«rvi

HIGHEST CAPACITY RATING (200) FROM
BOX-OFFICE* FOR NEW YORK OPENING
AT WORLD THEATRE!
(*BOX-OFFICe ISSUE OF FEB. 24fhj
firs*
SET A NEW
ATTENDANCE
HIGH AT
THE WORLD
THEATRE
NEW YORK
AN EARTHY, WICKED
SHOCKER about
unnatural emotions,
uninhibited passions
...andlVIURDER!
!l
PSYCHO-
MANIA
TOPS
EVEN
THAT
JJ
RECORD!
EXHIBITORS, NOTE:
May we suggesf
*WILD FOR KICKS"
as a companion feature?
Which
girl
will
be the
next
VICTIM?
THE MODEL?
THE WILD CO-ED?
THE NICE GIRL?
THE TROLLOP?
Ask about
these two
Moneymakers
LEE PHILIPS
SIAHOMANIA
A VICTORIA FILMS RELEASE
ALSO
STARRING
SHEPPERD STRUDWICK
i
with
JEAN HALE -LORRAINE ROGERS- MARGOT
HARTMAN-KAY ELHARDT
•
SYLVIA MILES
-
PRODUCED BY DEL TENNEY- DIRECTED BY RICHARD L MILLIARD
Recommended /or ADULTS ONLY
V • All accessories available from Donald B. Ve/de, 3 1 1 W. 43 St., N.Y. 36, N. Y.
> "PAGAN HELLCAf • "VIOLATED PARADISE"
VICTORIA FILMS, Inc. 144 W. 57 St., N.Y. 19 • PLaza 7-6980 • Jean Goldwurm, President • IRVING SOCHIN, Sales Director . Felix Bilgrey, Secretary Counsel
Abe Weiner
FORTUNE FILMS
260 Tremont Sf ,
Boston, Moss.
617—LI 2-3203
BOXOFTICE :; March 9, 1964 NE-3

theatre
. . Jim
.
Ella
I
Marge Mortensen Enjoys Challenge VERMONT
Of Managing Willimantic Capitol
By ALLEN M. WIDEM
WILLIMANTIC. CONN. One of Coiin.cticut's
half dozen female theatre managers,
trim Mrs. Marse Mortensen of the
downtown, first-run Stanley Warner Capitol
finds her job vigorously challenging.
Moreover, she's readily "accepted" by
the predominantly male atmosphere.
Wh.Mi the male 'world' of managers on
the Stanley Warner circuit gets together,"
she told this Boxoffice correspondent,
"there doesn't seem to be much more than
passing acknowledgement of the fact that
th.'re are only a few gals in the room.
"Th? main business—and rightly so. of
course— is that we're all in show business.
Soft-spoken Mrs. Mortensen got into
the exhibition field through a casual phon^call
some three and a half years ago.
"I called the then manager, Edward
Stewart, and asked if he needed a new
cashier. He told be to come on down for an
interview."
A year and a half later. Mrs. Morensen
had m.oved up to managership, spiritedly
swinging into constant community-conscious
activity, including the American Red
'
Cross Bloodmobile pas.ses awardea
to donors I.
She's conducted "searches" for moviestar
Icokalikes, hosted special kiddies matinees
and scheduled series of motion pic-
POGO, WE
'0017A CON{-
THENEEP
FOR PEOPLE'S
SUPPORT
OF THE
WAWERJCAN
N CANCER
SOatTYl
WE GOTTA
REACH
eVER'/BOOy
WITH THE
ETC
ture classics on patron request.
Is there a future for female theatre managers?
"Yes!" she says emphatically.
"This business has always been and probably
will be a male business, but there is
room lor a gal willing to work beyond the
regularly accepted '9 to 5' shift and also
wanting to sit down and devise ways and
movie promotion.
means of
"Of course, this means a lot of late
hours and. understandably, weeks, and unless
you're willing to concede these things,
why. the future is bleak."
HARTFORD
. .
Fileen McClure has been named assistant
manager of the Stanley Warner Palace.
Norwich . . . Mrs. Audrey Rushon,
Lockwood & Gordon's Windsor Plaza, distributed
novelties to the first 25 patrons on
the opening night of Warners' "4 for
Texas" . Brooks LeWitt, owner-manager
of the Berlin Drive-In, provided free coffee
after the second feature screening during
a triple-film program.
Sam Scheckter, at one time Springfield,
Mass.. district manager for E. M. Loew's
Theatres and more recently in the discount
shopping center field, has opened his
own advertising agency, to be known as
Advertising Promotions, at 146 Chestnut
St.. Springfield. Some years ago, Scheckter
was with Warner Bros. Theatres in this
district, supervising the Colonial mow the
Lockwood & Gordon Cinerama
i
Bob Tirrell,
Lockwood & Gordon district
manager, screened Warner's "The Incredible
Mr. Limpet" at the Windsor Plaza for
circuit managers and press . Kelly,
Universal's Connecticut sales supervisor,
reports continuing top grosses for "Charade."
the Cary Grant-Audrey Hepburn
starring vehicle holding over despite subzero
weather and attendant patron discouraging
factors in both large cities and
tiny hamlets across the state.
Arthur Lockwood, president, and Doug
Amos, general manager. Lockwood & Gordon
Enterprises, met with Manny Friedman.
Hartford resident manager, on upcoming
product for the Cinerama Theatre.
UA-Stanley Kramers "It's a Mad, Mad,
"
Mad, Mad World is to follow current
"South Seas Adventure" at the de luxe
showcase.
"Thret- Prot

—
—
—
—
—
—
.Very
"
—
Academy Nominations
Lift Toronto Films
TORONTO—There was plenty of excitement
all at once, what with five theatres
Ijlaying features for which Academy
Award nominations were announced, two
brand new side-by-side theatres being
opened in a suburban shopping center, and
Richard Burton and Elizabeth Taylor rating
extra attention because of the opening
of his Hamlet at the O'Keefe Centre. Also
adding to a resurgence of interest in films
was the introduction of three new pictures,
"Sunday in New York" at Loew's, "Seven
Days in May" at the Imperial and affiliated
theatres and "To Bed ... Or Not to Bed"
at two units, along with the Clay vs. Listen
fight film at ten theatres.
(Average Is 100)
Carlton— It's a Mod, Mad, Mad, Mad World
(UA-Cineroma), 11th wk 105
Hollywood Love With the Proper Stranger (Para),
3rd wk 105
Hyland Tom Jones (UA-Lopert), 10th wk 110
Imperial Seven Doys in Moy (Para) 115
Loew's Sundoy in l^ew York (MGM) 115
Tivoli—The Cardinal (Col), 11th wk 105
Towne To Bed ... Or Not to Bed (IFD) 110
University Cleopatra (20th-Fox), 36th wk 105
Uptown Charade (Univ), 10th wk 100
Outstanding Product Attracts
Good Attendance in Montreal
MONTREAL—Boxoffice results of the
first-run theatres of Montreal were satisfactory
as the various theatres continued
good programs. At the Alouette Theatre,
'Cleopatra" was kept on for a week more
than intended and attendance was good to
see the big picture for the last time in
Montreal— for a while. At Cinerama's Imperial.
"It's a Mad, Mad, Mad, Mad World
continued as a solid attraction. "The Cardinal"
was well patronized and the Seville
in latest advertising for the picture, of
course, drew attention to its several nominations
for Oscar awards.
Alouette Cleopatra (20th-Fox), 36th wk Good
Avenue Lord ot the Flies (IFD), 3rd wk Good
Capitol Palm Springs Weekend (WB) Good
Cinema Festival Le Coporol Epingle (SR), 3rd wk. Good
C.nema Place Vjlle Mane The Conjugal Bed
(IFD), 10th wk Good
Dcrvol Theatre (Red Room) In the French Style
(Col)
Good
Dcrvol Theatre (Salle Doree) Sword of
Lancelot (Univ) Good
Imperial— It's a Mad, Mad, Mad, Mad World
(UA-Cineromo), 11th wk Excellent
K?nt Mrs. Gibbons' Boys (SR) Good
Loew's Move Over, Darling (20th-Fox), 3rd wk. Good
Poloce Charade (Univ), 2nd wk Good
Seville The Cardinal (Col), 5th wk Excellent
Westmount All the Way Home (Para) Good
Good Weather Keeps Patrons
A'way From Vancouver Theatres
VANCOUVER—Cold with clear skies and
strong sun during the afternoons sent people
out on to the highways for the weekend.
Gas stations and roadside eating stands did
midsummer business but did not leave too
much for the downtown theatres, particularly
on Sunday. The Liston-Clay affair
kept most people home Tuesday except for
those attending the closed circuit telecast
showings at the Agrodome and Exhibition
Gardens at PNE grounds.
Copitol The Priie (MGM), 4th wk Fair
Odeon The Cardinal (Col), 10th wk Slow
Orpheum— 4 tor Texos (WB) Very Good
Paradise McLintock! (UA), moveover, 4th wk. Good
Pork Carry On, Cobby (Governor), 3rd wk Foir
Strand Holiday in Spain (SR) Average
Studio This Sporting Life (IFD), 4th wk. . Good
Vogue, SIX other theatres Doctor in Distress
(SR)
Average
Interior scenes of Paramount's "The Circus"
were filmed at the Samuel Bronston
Studios in Madrid.
Immigration Up in '63;
UK Arrivals in Lead
OTTAW.^— Immigration, one of the
brightest factors in the future of Canadian
theatres last year, continued the upward
trend started in 1962. A total of 93,151 persons
entered the Dominion in 1963, a gain
of 18,565. The arrivals from the United
Kingdom was up sharply, from 15,603 to
24,603.
Guy Favreau, minister of citizenship
and immigration, has set a goal for his department
of 100,000 new Canadians in 1964.
He pointed out that new offices in various
countries had been and were being opened;
a vigorous promotional program was under
way: and that some regulations, especially
those for doctors, were being eased in
search of young, skilled workers and businessmen
with capital and experience. Two
extra offices have already been opened in
Prance.
Immigrants from Italy ranked second in
1963, with 14,427 as against 13.641 the year
before. Italians led the new arrivals for the
five years from 1957 to 1961.
Immigration from the United States
the third largest supplier of new residents
for Canada—rose slightly last year to 11,-
736 from 11,643.
There were increases as well from other
major sources of Canadian immigration:
from Germany to 6,744 from 5,548: from
Greece to 4,759 from 3,741: from Portugal
to 4,000 from 2,928: and from France to
3,569 from 2,674.
Immigration from Hong Kong, which
dropped sharply in 1962 following an
RCMP crackdown on a Chinese immigration
racket, jumped to 1,008 from 426.
Most of last year's immigrants were
headed for destinations in Ontario— 49.-
216. Quebec drew 23,264, British Columbia
9,254 and Alberta 4,731.
Immigration from all European countries
increased to 68,896 from 53,650, accounting
for most of the overall increase. There
were 2,431 from African countries, 1,369
from the Middle East, 2,543 from other
Asian countries, 1,692 from Australia and
New Zealand, and 2,163 from Mexico, Central
and South America.
$900,000 FPC Theatre
For West Vancouver
WEST VANCOUVER—Famous
Players
plans to build a 900-seat theatre at Park
Royal that will cost more than $900,000
Maynard Joiner, general manager of Famous
Players for British Columbia, will
place the plan before municipal council
here.
Famous Players asked permission to build
the theatre immediately west of the new
Park Royal bowling alley.
Reeve Alex Forst said it would be built
at a cost of $900,000 to $1 million.
Patsy Awards April 4
From Western Edition
HOLLYWOOD—The American Humane
Society's 14th annual Patsy award, the
animal world's counterpart to motion picture's
Oscar and television Emmys. will be
presented April 4 at the RKO Pantages
Theatre. The nominations of animals performing
in motion pictures and television
in 1963 will be announced soon.
Filmmaking Project
Moves a Step Ahead
MONTREAI The National Film Board
has set up a six-man advisory committee
to help deal with applications under the
Franco-Canadian agreement on the sharing
of films and film production. Primarily
affected are the projected featurelength
films in both French and English.
NF^ chairman Guy Roberge, Montreal,
announced that the following film industry
representatives would work with him on
the project ithe members were appointed
for one year
i
:
Don Wilder of Peterson Productions, Toronto:
Claude Jutra, president of L'Ass'n
Profe-ssionnelle des Cineastes, which comprises
some 104 filmmakers of Quebec and
other Canadian provinces: Charles Everett,
president of the Association of Motion Picture
Laboratories of Canada, Ottawa:
Pierre Harwood of Omega Films, and
Pierre Juneau and Michael Spencer of the
Nat'onal Film Board, Montreal.
The coproduction agreement between
France and Canada was signed last
autumn by Paul Martin, Canadian minister
of external affairs, and French minister for
cultural affairs Andre Malraux.
Juneau, one of the prime movers of the
film treaty, explained that the agreement
opens the door for French financing of
Canadian films. Canadian filmmakers
could obtain part of ther financing in
France if they agreed to import a proportional
number of cast and crew from
France If, for instance. Fiance put up 30
per cent of the money, they could expect
that 30 per cent of the cast and crew would
bo French.
The treaty will also facilitate the distribution
of such coproduced films in France,
where fims of national origin are subsidized
by the government and foreign
fi'ms are admitted and distributed on a
quota system. Under the treaty, Canadian
fi'ms made jointly by Canadian and
French producers would be distributed as if
they were French.
Juneau said that when two film producers,
one in France and one in Canada,
get together on such a deal, "some authority
in each country has to examine the
project and certify that it is bona fide."
The new committee on which Juneau serves
has been set up for that purpose and "not
to judge the value of scripts or to make
judgments about the artistic quality of
the project."
Norman Jackson. Auditor
For Famous Players, Dies
TORONTO—Norman Jack.son, 63, as-
.sistant general auditor for Famous Players
Canadian, died at his home here. He
joined FPC in 1923 when that company
took over operation of the Allen theatres.
He was presented a silver tray last year
to mark 40 years with the company. Surviving
are two daughters, now married to
Frank McLaven and Robert Elliott, and a
brother Frank.
Manager
Vaughan Publicity
From Western Edit;cn
HOLLYWOOD—Braverman-Miri.sch has
set Al Vaughan as publicity manager for
the Hollywood-New York based advertising
and public relations organization. Vaughan
checks into his new post immediately.
BOXOFFICE March 9. 1964 K-1

. . Paul
MONTREAL
Kfany local theatres started showing the
official pictures of the Sonny Liston-
Cassius Clay championship boxing fight
just two days following the Miami match.
The following United Amiusement Corp.
houses added the fight film to their regular
feature programs— the Strand. Rialto.
Savoy, Dorval and the Versailles' Blue and
Red rooms, the Francais. Rivoli. Papineau
and Granada ... An estimated 9.000
persons paid more than $40,000 to watch
Cassius Clay defeat Sonny Liston at Montreal
Forum s closed-circuit television presentation.
It was the first time that the
Forum ventured into that field and Ken
Reardon. general manager, said. "It was
an experiment and well worthwhile. We
felt that the picture we received was excellent."
Nate Halpern. president of Theatre
Network Television, said that the
Montreal venture was very satisfactory.
Jean-Pierre Desmarais. president of Select
Films, reported he had made a wide
choice of films during his stay in Paris.
Back home a few days Desmarais left on
another buying trip for his distributing
company. Before leaving he enjoyed a
weekend of skiing with his son. Desmarais
is also a great lover of fishing and hunting
. Gendron. owner of the Laurier
Cinema of Victoriaville and of the Drummond
Theatre of Drummondville. was vacationing
in Miami Beach, from where he
postcarded Archie Cohen and Eddie White,
manager and booker at Warner . . . Andre
Pepin of Art-Films was in Quebec City
on business.
Ernest Cousins. 98. grand old man of
Montreal and one of the founders of United
Amusement Corp.. was given high homage
BEST THEATRE SUPPLY REG'D
4810 Saint Denis Street
Montreal 34
Tel. No. 842 6762
Car} now serve you beiter from
larger quarters and extended
repair department
Complete booth equipment
Auditorium seating
Marquee letters
Sound screens & Scope lenses
Extensive stock of replacement parts
Marquee letters & boards

I
remodeled
1 of
I handled
'
Qttawa
I
inations
I annual
,
Santa
[
demy
I
i
Heavy damage resulted from a fire which
gutted the modern Azure Theatre at Mani-
waki north of here when a spotlight ignited
j
stage drapes while preparations were be-
I
ing made for a fashion show Saturday.
i
I
I
flames
. ister
! odicals
,
per
]
market.
;
did
i
'
at
1
'
sive
I
I
I
j
I
. mention
. . The
. . The
. . . The
. . . Paulette
. . NFB's
. . Sam
:
Toionto-Hamilton section, where the lowest
wage for males is $1 per hour and
85 cents for women . Academy at
Lindsay, which was closed in 1956, will be
for which a community fund
$56,000 has been raised to enable the
theatre to operate once more. At Waterloo,
the Waterloo which has 632 seats has
been reopened with a cinema policy following
completion of renovation.
.
.
Elizabeth Taylor attended a screening of
"Becket" at the FPC University in Toronto
where the lengthy "Cleopatra" is showing.
Richard Burton stars in both productions
The appointment of Bertrand Frank,
.
a
.
salesman as manager of the Montreal
branch for Astral Films, succeeding William
Elman who becomes eastern division
manager, was announced by Jerry H. Solway
Clay vs. Liston fight film.
by 20th-Fox, opened at ten chain
theatres in Toronto.
OTTAWA
exhibitors eagerly awaited nomannouncement
for the 36th
Oscar awards to be presented at
Monica April 13. Local arrangements
are under way for the annual Aca-
Sweepstakes by the Ottawa Theatre
Managers Ass'n. headed by J. C. Brennan
of the FPC Capitol.
Francois Theriault, whose father built the
theatre in 1949. suffered bm-ns to his face
and hands when he tried to extinguish the
before firemen arrived. The estimated
loss was $165,000, mainly in destruction
of the interior.
. . . "The
The government headed by Prime Min-
L. B. Pearson has revived a proposal
I for the banning of trade and other peripublished
outside of this country
which contain advertising of more than 5
cent aimed specifically at the Canadian
The previous federal government
not implement the proposal
Cardinal" secui-ed a sixth substantial week
the Nelson, a unit of 20th Century Theaires.
"Move Over, Darling" was impresin
its multitheatre presentation for a
third week at the Elmdale and Somerset
and the Queensway Drive-In.
A site on Confederation Square in the
heart of the Canadian capital has been selected
for the National Center for the Arts,
a federal project expected to cost $9,000,-
000. Plans make provision for a stage theatre,
music hall and other features but no
is made of a cinema.
EVERYTHING FOR THE THEATRE
MOTIOGRAPH Equipment
Complete line focfory ports
EXPERT REPAIRS r,or.°«?or°:
We Sell and Service
Theatre Chain, Rectifiers, Arc Lamps
Sound Equipment, 16mm and 3Smm Prolectar*
SHARP S THEATRE SUPPLIES, Ltd,
Phones AM 2-7266 and AM 2-4076
104 Fourth St, S,W. Calgary, Alt.
VANCOUVER
The Clay-Liston fight over closed TV circuit
in Vancouver, Victoria. Winnipeg
and Calgary, was handled by Northwest Releasing,
the Doug-Isman-Solly Volchock
organization. It was presented in the PNE
Gardens and the Agrodome to an estimated
5,000, well under capacity, but profitable.
The reception, sound, and picture was
okay at the gardens, but at the Agrodome
the sound was like early talkies and the
picture like a peepshow. Hugh Picket of
Famous Artists handled the ticket sale,
which was a switch for this longtime film
buff who has, or has had, finest collection
of stills circa 1933-40 on the Pacific coast.
He generally handles traveling road companies,
singles, and even amateur light
opera companies from lower mainland.
Kelly, son of Sucha Singh, was in town
to set booking for an early March opening
of the Sundown Drive-In, Kamloops. This
airer on the main Ti'ans-Canada highway
is now in nice spot with new motels, both
open and under construction all around it
opening of Roger's Pass route
through the Rocky mountains makes direct
connection between Calgary and Vancouver
by way of Fraser canyon, has
boomed the tourist and camping trade in
Kamloops, Salmon Arm, Sicamous and
Revelstoke where the theatres have been
hit by TV. Sicamous, formerly just a
transfer point for shuttle service to Okanagan
Valley, now is large tourist center
with 15 motels. Almost all the Mara Lake
frontage has been taken up at $100 a
front foot. This sum would have bought
the entire acreage ten years ago. The same
situation exists around Shuswap Lake, the
Salmon Arm district, Okanagan and Skaha
Lakes, touching Vernon, Kelowna and
Penticton. The whole area is one big
year-around playground with vast potential.
Roger's Pass handled over a million
people last year.
Herb Stevenson of Prince George, Revelstoke.
Sylan Lake and Edson was in
town to confer with Owen Bird and West
Coast Booking Service on new product and
spring bookings. He left for Los Angeles
for a week or ten days . McLimor,
owner of the Capitol and Yukon at Whitehorse,
was at West Coast Booking.
Several drive-ins in the Lower Mainland
district reopened Friday 1 6 > for the season
the Surrey, operated by Lionel Courchene
on King George highway: the Hillcrest,
Trans-Canada highway, owned by Lome
Dainard, and the Chilliwack, Ralph Clark
Kind, former MGM steno-biller
who resigned several weeks ago, gave birth
to a baby daughter recently. Sally Hayden
succeeded her at MGM.
Dick Sharp succeeded Dick W>inenka, resigned,
as inspector . "The Columbia"
has been booked at the Strand
Theatre by Nat Levant. The production,
acclaimed by critics, is very timely in this
area since the signing by Canada and
the U.S. of a treaty for development of
the upper Columbia River. Bill Orr of
NFB had book marks at all libraries and
book stores advertising the feature.
. . .
Rock Andrus jetted to Ottawa, Toronto
and Chicago on business for Modern Film
Distributors, of which he is owner. Andrus
has Canadian rights to Mom and Dad.
Street Corner and Because of Eve
Gerry Sutherland, district manager for
Odeon Theatres, was quoted in Boxoffice
of April 8, 1963, on the opening of the new
Odeon, built on the site of the Plaza here,
as follows: "The Vancouver New Odeon
is a $225,000 gamble,—Were gambling that
TV will continue to show the same kind
of stuff that it's showing now. The thinking
middle class people are being driven
away from their TV sets and back into
the theatre." Judging by the activity now
going on in refurbishing and reopening
Odeon theatres in metropolitan Vancouver.
Odeon's gamble is paying off.
Quoted in the press, and interviewed
over CBC TV last week, Odeon's Sutherland
has this to say:
. . . "Lawrence
"Irma La Douce" still is one of the
biggest boxoffice attractions in Odeon
history in British Columbia
of Arabia" still was doing well after nine
months at roadshow prices, more business
than some films do when they first open.
And coming soon to the New Odeon is
"Tom Jones." which Sutherland confidently
predicts will be the record-breaking
movie of the year.
Harry Woolfe. United Artists, reported
"Irma La Douce," since breaking at the
Vogue and a seven-house multiple break
in October has been off Vancouver screens
only two days in 20 weeks. In that time
it has racked up 60 weeks of playing time,
far in excess of the total playing time
received by any special in pre-TV days in
a year in the same area. Currently at the
Circle, a house in a lower income bracket
district, it is completing its seventh week.
This house normally has trouble stretching
even top product two weeks. After Circle.
"La Douce" is slated to go back downtown to
the Paradise for a further extended run.
George Abernathy of the Park at Parksville
was in on regular visit. This mid-Vancouver
Island town hemmed in by Nanaimo
and Port Alberni. both with large
shopping centers, has had tough sledding
lately, particularly with almost perfect
TV reception . . . Ted Bradley, operator of
a 16mm Maple Leaf Service Theatre in
the army camp at Chilliwack, also was in
lining up bookings.
i
FOR SALE
y>x-::.;^:=i5
BOXOFFICE March 9. 1964 K-3

ANY WAY YOU MEASURE IT
i
BOXOFFICE IS FIRST AND FOREMOS
— read and relied on by more theatremen than any ofher film trade journal in the world!

^
c-auutme^tit'
MARCH 9, 1964
SECTION OF BOXOFFICE
r/ii's handsome, two-lane, self-service snack bar in the new Rolling Hills Theatre, a hardtop in Torrance, Calif., was done
in drive-in theatre style, and offers popcorn, ice cream and cold drinks. Vending machines supplement the stand.

ANY. uto. U.S. p»r. err
o 1M3, rcpsi-coi.> commnv
Now it s Pepsi- UP FRONT EVERYWHERE
TV, Radio, Magazines, Newspapers, Outdoor Posters, Point-of-Sale-Pepsi is
one of the world's largest advertisers, in all media. That's why more and
more people today are saying "Pepsi, please!" Pepsi is moving out front
. . display it
.
up front! Call your local Pepsi -Cola Bottler today, or write:
National Accounts Dept., Pepsi-Cola Company, 500 Park Avenue, N. Y. C.
PEPSICOLA
The MODERN THEATRE SECTION

The mitLtiLL IN ew
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New type relocated arc Imager system eliminates
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above 95 amperes assure lower aperture
temperatures. Silvered reflectors used in
lamps burning under 95 amperes. Streamlined
ammeter for reading arc current. Automatic
trimming light. Inside dowser system
BOXOFFICE March 9, 1964

I MODBRH MARCH 9, 1964
o n t n I
0

HERE'S
WHY YOU SHOULD BE
OFFERING YOUR CUSTOMERS
Dr PEPPER - BOTH WAYS*
The reason is demand. When any product
aren't offering them both Dr Pepper and
increases in sales for a number of con-
Dietetic
Dr Pepper.
secutive years,
more and more people are
Remember, Dr Pepper is
not a copy of some
making that product their favorite. Dr Pepper
soft drink you might already sell.
Dr Pepper
fountain sales have steadily increased for 15
years — and Dr Pepper fans have increased
is
not a cola or a root beer, but a distinctive
blend of many deep fruit flavors.
by the millions.
That's why you
might be overlooking true,
Take advantage of this continuing growth in
demand for Dr Pepper. Write to the Fountain-
Vending Division, Dr Pepper Company, P. 0.
complete service to your customers if you
Box 5086, Dallas, Texas 75222.
"B^V DRINK
Dr Pepper
Dr Pepper Company. Dallas, Texas 1964
BOXOFFICE :: March 9, 1964

. The
PIZZA PIES GO OVER BIG IN
THREE EL
PASO DRIVE-INS
Jack Veeren, El Paso city manager for Stanley
Warner of Texas, Inc., left, shows Phil Cato a
delicious pizza just coming out of the oven at the
Bordertown Drive-In Theatre of that city. Notice
the big pizza menu card above the oven. Six
varieties are offered— cheese, mushrooms, sausage,
anchovies or pepperoni—or they may be had in
combination.
By JOHN C. WILSON
Jack J. Veeren. city manager in
El Paso, Tex. for Stanley Warner of Texas.
Inc., has long been acclaimed the "dean"
of concessions and merchandising art in
the Southwest. The SW circuit's recent
venture in introducing pizza pies has
proven no less a challenge for the man
who came to this country from his native
Holland in 1949. a penniless husband and
father. Since Manager Veeren has charge
of four ozoners within the city limits—the
Bordertown Twin-Screen (which is actually
two theatres in onei, the Del Norte and El
Pa.so. his responsibilities are four-fold in
both theatre management and the concessions.
A thorough and understanding individual,
Veeren tells his story of success,
primarily centered at the Bordertown. His
praises for immaculate premises also go
to his manager—Bob Wyatt.
Courtesy! The most important Intangible
Item tops the list in selling. Schools held at
brief intervals, usually as a "surprise attack,"
have proved the personnel to be experts
in the marketing of this highly specialized
item, pizza.
Every member of the concessions team
reports to work in clean white shirts,
neatly pressed trousers and a spotless white
apron. Each customer is greeted as if he or
she is the only person to be served tonight.
A cheerful "hello" or "good evening"
.seems to put them in the right mood for
buying. And, since our story concerns
pizzas—here is how it is done in El Pa.so.
THREE-PHASE PIZZA OVENS
The old tried-and-proven adage of "you
have to spend money to make money," is
no less true at drive-ins. Three-phase pizza
ovens made by the Bakers Pride Oven Co.
were installed in the concessions of the
drive-ins. Because of the volume of patronage
at the Bordertown, two ovens were
installed there: one each at the El Paso
and Del Norte. Operating on 220 volts
electricity, the ovens are compact and required
no special type of installation.
On the first night pizzas were available,
banners were attached to the concessions
counter, windows and walls. The attendants
wore pizza badges and on the screen was
a pizza trailer. The projectionist announced
through the speaker system that
free samples of pizza would be served within
a specified time. Hundreds of adults and
children swamped the concessions stand.
Two ladies handed out samples the minute
the patrons entered the door. The .snack
bar attendants followed up on the giveaway
by asking everyone how he liked the
pizza and if he wanted to buy a pizza. The
secret is to ask the patron alter he Tias
taken the first bite of the sample. Also, the
sample must be handed out when the patron
comes in. Not later, this is very important,
because if you give the sample at
the end of the line there is no chance to
sell the pizza. The free sampling Is repeated
at the drive-ins on occasion.
To put across a sales campaign, a few
things are essential. First, everyone, from
the manager on down, must be enthusiastic
about the item: you cannot sell a product
you do not believe in. Have plenty of sign
advertisement and the help supplied with
badges. A combination sale is also a good
promotion. Such as: a large 46-ounce
drlHk with a regular eight-inch pizza for
only $1. At a predetermined time the projectionist
announces over the speaker system:
"From now i7:15i until 8:15 a really
big special. Save 24 cents by buying a giant
drink of your choice and a cheese pizza,
regular size, for only a buck! Hurry, hurry,
becau.se after 8:15 the price will be the
regular $1.24 for this once-in-a-lifetime
combination! Hurry, hurry, the pizzas are
ready."
PIZZA MUST BE READY TO GO
Many special combinations can be
The pizza must be made
created this way.
up in advance and really ready to go. If
the patron has to wait, he will not be back
the next time. Pizzas are also made up in
advance on busy weekend nights. About
six to eight pizzas are in the oven, ready to
go and the customer walks out happy because
he was served in a jiffy. The large
12-inch size is sold for SI. 25 icheese) and
$1.40 pepperoni I I
small eight-inch size
is sold for 65 cents icheese* and 75
cents (pepperoni I. Another interesting fact
is that the sales of other items have not
dropped and the pizza sales continue to
rise.
The Bordertown is selling about 200
pizzas a week, and with the other two
drive-ins, about 400 to 500 are sold weekly.
CLEANLINESS
ESSENTIAL
In this highly competitive business of
selling to "public fancy." it is necessary to
have something worthwhile to sell, in an
atmosphere of absolute cleanliness, which
is of paramount importance in both the
selling area and the stoclcroom. All operations
are kept spotlessly clean. Painted a
semi-glo.ss white, the walls and fixtures are
not allowed to become untidy: an appearance
that would most certainly discourage
patrons' appetites. Repainting is done
whenever necessary, walls and paneling are
washed down frequently and stock is arranged
for eye appeal.
Attendants at the Bordertown Drive-ln display the eight and 12-inch pizzas which the theatre concessions
bakes, while a lovely patron samples a cut of the popular Italian-born pastry Because of special con
struct/on of the ovens, t>oth sizes of pies are baked for only three minutes at 625 . Crusts, and all the
fixin's ore obtained from Original Pizza Supply
The MODERN THEATRE SECTION

—
NEED FOR MORE IMPROVEMENT IN
variety, better displays and more suggestive
selling by attendants to create plus
sales.
"Employe Training: The Power of Suggestion"
was touched on by B. F. Ross,
CONCESSIONS OPERATIONS CITED The Coca-Cola Co., Los Angeles.
"When a waitress takes an order and
47
—
'2
43
per
per
cent increase:
cent increase; confectionery
vending machines
stores
that is all, she doesn't sell anything," said
—40 per cent increase: government—40 Ross. "Selling is the art of influencing a
C DWARD S. per cent increase: variety stores—27 per customer's thinking to cause him to purchase
what we want him to purchase. One
Redstone, Northeast cent increase, while theatres showed a
Diive-In Theatre decrease of 28 per cent.
way is through suggestion. About 65 per
Corp.. Boston, and
Bush said that the 28 per cent loss of cent of your customers will purchase suggested
items. A simple suggestion and you
president of the National
Ass'n of Con-
candy sales in theatres would seem to indicate
that candy is not keeping pace in have a bigger order, and all that it takes
cessionaires,
holding its share of that source of total is a few extra words."
addressed more than
volume and suggested that the opportunity
100 amusement-recreation
industry con-
In relating the "Ice Cream Story." Forest
to sell more candy exists and deserves careful
consideration, regarding a wider
Continued on page 17
cessionaires, equipment
manufacturers
[dward S. Redstone and suppliers during
the two-day, western
regional concessions conference sponsored
by NAC at the Biltmore Hotel in Los
Angeles. February 17 and 18.
OVERLOOK IMPORTANT FACET
PART OF EVERY GOOD PERFORMANCE
In discussing the subject, "The Management
of Improvement," Redstone declared
CRUSH 'n corn is as much a part of a movie date as the movie itself. Your
that "most of us are so involved in
profits show what your customers know . . . popcorn and Orange-CRUSH
running our respective businesses that we
are a number-one combination with theater goers across the country. That's
lose sight of the fact that an important
'cause Orange-CRUSH has the refreshing taste they enjoy best. No orange
facet of our enterprises should be the
problem of improvement." Continuing, he
drink sells like Orange-CRUSH. No other orange drink brings you a greater
said: "Obviously, through improvement we volume of repeat business. That's because Orange-CRUSH is the best-liked
might increase our sales, often decrease orange drink in the country.
the cost of operations and, of equal importance,
we more effectively compete." And remember: Grape-CRUSH, Fruit-CRUSH, CRUSH-Lemonade,
Redstone spelled out three important HIRES ROOT BEER and OLD COLONY beverages are all members of
steps for effective action:
the same profit-making family.
1. We must first be concerned with developing
and maintaining a philosophy of
improvement centering around the problem
of attitude of our personnel.
2. We must then use a procedure designed
to implement the improvement, attitude
and philosophy in everyday practice,
and
3. The final step in the process is the
establishment of agreed-upon objectives.
"Through improvement," he concluded,
"management executives may find a new
approach to future profits."
Major C. Bush, national sales manager.
Curtiss Candy Co., Chicago, emphasized the
great opportunity that exists for increased
candy sales in concessions.
GREATER PUSH ON CANDY
"My company feels it is on the threshold
of being of real service to your industry,"
said Bush, "with tested, proven-successful
ideas which will be developed in your own
type outlets through your own people. Let
us assure you we will be anxious to see you
with these ideas and suggestions as quickly
as we are sure of their value and success."
1963, according to Bush, was the first
year in a long time that the candy industry
growth exceeded the population increase.
Some recent candy industry sta-

SALES INCREASE WITH NEW CAFETERIA
Larger Building, Centrally
Located, Also Means Faster
Service and Enlarged Menu
I^Ei'LACEMENT OK AN Older and
smaller concessions building at the Dearborn
Drive-In in the west side Detroit suburb
of Dearborn has brought an increase
in the average concessions sale per customer
of ten cents, according to owner
James H. Ross. The new structure is
located back in a more central position by
approximately three ramps, and was considered
actually so important that it was designed
to require a net loss of 42 car positions
in this big, modern 1.400-car theatre.
The Dearborn Drive-In is an instance
where major investment in new equipment
for the concessions department has meant
significant improvement in gross—in a
highly competitive situation where customers
expect the best. Dearborn patrons
have at least 13 drive-ins of 1,000-car capacity
or larger available to them. Something
has to attract them, to this specific
house—and Ross' policy is to offer something
that will keep his patrons coming.
There are two major advantages to the
new concessions installation, according to
Ross:
1. Faster service is provided by the new
building, with less crowding. There is
orderly service, and everyone gets his allotted
turn. With the former station operation
in the old building, people had to
reach over the heads of other customers,
to get an order, and then push back
through the crowd on the way out.
No. 3 Attractiye, new and larger concessions building at the Dearborn (Mich.) Driye-ln Theatre, with
glass doors leading into the arcade from the patio which is cement in o red and white pattern.
2. The menu offered was enlarged to give
patrons more of a choice and. in general,
a larger variety of higher-priced items,
which helps to account for the average
higher unit of sale. Among items added
were a three decker sandwich (similar to
a "Big Boy"^ at 55 cents, steak sandwiches
at 60 cents, fresh doughnuts. French fried
potatoes at 25 cents, fried chicken at $1.75,
and such specialties as fried shrimp and
fried fish.
3. The manner of serving was adjusted
to expedite handling a large number of
people in a hurry during the break. Thus,
No. /. The Dearborn's former concessions and projection
building with its substation building at right
No 2 All that was needed of the old buildiryg was
the remaining projection room and power station Concessions floor plan, Dearborn (Mich) Driye-ln. Scale— '»"=:/'-0".
The MODERN THEATRE SECTION

self-service is stressed, with sanawicnes
wrapped and plainly marked as to type and
price. Automatic doors are provided—not
only for entrance, but for exit, making
this one of very few drive-ins where the
customer may walk out with two hands
loaded with purchases and not have to
worry about opening a door. There are
four serving lanes, one placed opposite each
of the four doors, to provide ready access
for all patrons.
Ross says that the new setup has proved
capable of handling all the customers that
come into the concessions from a full
house of 3,000 patrons, almost as fast as
they come in.
The concessions is operated by L & L
Concessions Co. The new building was designed
by Jack K. Vogel, architectural
engineer, who has worked on many major
theatre projects across the country.
TWO PRIOR REMODELINGS
Over a period of years, the concessions
building had been redesigned twice, but
the owner still felt that the volume of
business achieved was not in proportion to
the theatre's patronage, and improvements
were sought accordingly, explained Julian
Lefkowitz, operations executive of L & L
Concessions, who provided information on
the highly efficient new structure.
The old building was actually 80 feet
across but the arcade area was too shallow
(or narrow) to permit installation of the
cafeteria type of seiTice facilities which has
become so popular. The new building is
chamfered or cut off at the front corners,
to permit a minimum reduction in the
number of speaker positions. The new
building would be 100 feet square except for
this chamfer, or essentially tapering of the
sides toward the front, so that the front
is only 68 feet wide, providing good vision
to a maximum number of car positions.
The exterior is Roman brick and field
stone. There are four sets of doors, one
on each side and two in the front. All doors
are electrically controlled. There is no exposed
woodwork on the exterior.
In front of the building is a patio area,
16x68 feet, with a cement floor in two
colors, red and white. The roof overhangs
four feet along the sides and six feet in
front, providing weather protection. The
entire roof of the building is insulated,
providing economy in heating.
An interesting feature is the use of a
brick-wall screen at the rear, so that rub-
The Engineer Comments on Features
Of the Dearborn Concessions Project
JACK K.
VOGEL*
Jack K. Vogel
VRIVE - IN
THEATRES in the
Detroit area are
among the finest,
most well-appointed
in the country.
Business is consistently
good and
it is good because
of the keen, generally
friendly
competition b e -
tween these auto
movie owners. This
competition causes an almost constant
updating of the area's theatres—a sort
of outdoing one another at every
opportunity.
One of the most aggressive is Jim
Ross, owner of Detroit's 1,400-car Dearborn
Drive-In Theatre on Ford road.
Earlier this year, Ross commissioned us
to design a new de luxe refreshment
service building. The old station-type
concessions building was adequate when
the theatre was built in 1948. But, by
contemporary standards, it was away
short in service, equipment and convenient
location to the center of the
customer population. Preliminai-y estimates
placed the cost in excess of $125,-
000 because Ross wanted the ultimate in
this type of building.
As the rest of the theatre was all
electric, the decision was made to design
this as an all-electric structure.
We had just finished the country's first
all electric drive-in theatre, the Ardmore
in Pittsburgh, for Ernest and
"Registered Architectural Engineer
George Stern. As it was an all-new
project, a compact electric load center
was no real problem there. However,
Dearborn's sub-station already existed
—note protruding wall to the right in
picture No. 1 of the old concessions-projection
building. As at Ardmore, the
entire Dearborn new concessions building
is heated with Berko electric glass
heating. Note in the center of picture
No. 5, the air conditioning room with
its cherry wood panel walls on the concessions
area side. Note the convenient
location of this room as shown on the
floor plan.
Tight space utilization eliminates the
use of vestibules in concessions buildings.
To solve this, we designed an invisible
air heating wall for each set of
arcade entrance doors. Installed over
each set are Berko pyrolite recessed ceiling
heaters with lighting units. This
decreases the heat loss for the rest of
the baseboard-type heating system.
Thermostats are certainly an inexpensive
item. We therefore cut down on the
electric load by installing a separately
controlled thermostat at each set of
doors.
Concessions buildings are always
constructed in wide-open spaces lacking
any protection from either weather or
vandalism. Thus, metal doors for concessions
buildings are proving much
more practical than the conventional
wooden type. Note in picture No. 5, the
Amweld metal doors. These were used
throughout the building except the
Kawneer glass doors leading into the
arcade from the patio as shown in picture
No. 3. From the patio, note the
modern "super-market look" with the
Continued on following page
Continued on following page
No. 4. Automatic door pit and main water cut-off pit
o( east front of the new Dearborn concessions building,
also constructed beneath three other sets of automatic
doors. Pits were waterproofed, vapor sealed,
and topped with concrete, to prevent any heaving by
frost which might affect door action.
No. 5. The arcade area, showing checkout stands and Formica counters. The floor is terrazzo and walls are
cherry-paneled. Back wall panels are multicolored Marlite. Ceiling is Armstrong Fireguard acoustical tile.
BOXOFFICE March 9, 1964

SALES INCREASE IN NEW CAFETERIA
Continued from preceding page
bish ban-els axid any unsightly debris or
ser\1ce facilities are not visible to the public
from any position.
Walls and floor are covered with tile in
botli lYstroonis. Ceilings are covered in
metal tile in these rooms. An unusual feature
is that all fixtures are suspended from
the wall rather than based on the floor.
This includes toilet fixtures and partitions.
so that the maintenance staff may easily
clean under everything installed in these
rooms.
The ladies' restroom is 34x16 feet, with
19 waterclosets. There is also an 11-footsquare
powder room. The men's restroom.
31x11 feet, has 18 individual urinals and
three waterclosets. In both rcstrooms the
traffic pattern is specially planned, with
doors at opposite ends of the room, both
being used for both in and out traffic.
This allows a free flow^ in either direction
and prevents jamming up of patrons.
A janitors' service closet is built in as
part of the men's room, with its own large
slop sinlc. Adjacent to this room Is also a
7xl6-foot utility and meter room, housing
heavy power lines and transformers to
service the building.
The concessions storage room is 20x40
feet, w'ith finished plastered walls and tiled
ceilings. This feature is unu.sual. but Ross
felt that this had several advantages, including
111 better appearance: i2) improvement
In cleanliness; i3) easier maintenance:
i4i reduced heat loss by reason of
the plastered walls and tile ceilings: and
i5i better morale for personnel, by making
the working quarters more attractive.
The interior walls in the arcade area are
finished in one-fourth-incli cheri-y paneling
from floor to ceiling. The back wall of
the concessions area. 64 feet across, is
finished in bright multicolor hard surface
panels. This paneling, rather uniquely, even
encloses the two 7' 2-ton air conditioners
placed at either end of the building.
All lighting is recessed, and equipped
with rheostat control. The lighting over
each of the four cafeteria lines is separately
controllable, Standard incandescent lighting
is used, with Kirwin recessed fixtui'es.
No. 6 Arcade area looking southeast toward front entrance. Note automatic doors, radiant electric baseboard
heat, stone planter and atuminum guide rails in the new Dearborn refreshment building.
No. 7. Termination of two of the lanes at cash registers is shown here and a good overall view of the layout.
Specially selected building materials make for ease of maintenance and spotlessness.
Hanging fluore.scent fixtures are also
u.sed over each counter. wlUi indeixjndent
switching. This makes it po.ssible, in combination
with the separate rheostat controls,
to readily signal to the public which
units are In operation. All advertising and
directional .signs are of plastic, either
colored or white, w'ith colorful plastic lettering
used to give the mes.sage.
A portable microphone unit Is also uaed
by the concessions manager for two pur-
IX)ses: (1) to direct and control traffic;
2) to stimulate interest in featured
and 1
items.
THE ENGINEER COMMENTS
Continued on page 12
Continued from preceding page
i
traffic dividers. Every door metal or
glass 1 leading In and out of the arcade
has Stanley automatic hydraulic door
opener equipment.
Picture No. 4 shows the reinforced
concrete block pits that were constructed
beneath each of the four sets of automatic
doors. These pits were waterproofed,
vapor sealed and topped with a
six inch reinforced concrete slab that
was anchored to the footers 6Q inches
below. This was done to prevent any
possible heaving action by frost that
might affect the operation of the automatic
doors. Incidentally, note the roof
facia in picture No. 3. It is porcelain
enamel finish on Masonite. also by
Kawneer. Picture No. 6 leads us to the
interior of the arcade toward the beginning
of one of the four service lanes.
Picture No. 7 shows the termination of
two of the lanes at the cash register
stations. Terrazzo floors were installed
throughout the area used by the public
in the arcade. Picture No. 8 is a view
from the area between the two planters
back through the serving area toward
the double doors leading into the concessions
storage. iSee floor plan drawing!.
Flooring here is Armstrong E^cellon
vinyl tile.
OVERHEAD WARMERS
Prominently shown on the right are
overhead warmers for the dispensing of
regular popconi. hot buttered popcorn
and specialized sandwiches. Prominently
seen on the left of the picture are hot
food units. Actually, both types of
equipment are present in all four of
the service lanes. Located next to the
hot food units are the cold drink dispensers.
Four water fountains are
positioned with two inside the arcade
and one next to each set of side entrance
doors. A centi'al cooling system
circulates water to the four outlets.
Picture No. 9 shows the completed
structure which we can compare with
picture No. 1. the old building. Picture
No. 2 shows all that we utilized from the
old building now housing only the projection
room and the electrical substation.
It is located at the 4th and
5th ramps while the new building occupies
an 8.000 .square-foot-space between
the 9Ui. 10th and 11th ramps.
The theatre lost a toul of 42 speakers
by the new construction. The new
building created a net loss of 71 but
razing the old concession gained 29.
10 The MODERN THEATRE SECTION

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COLUMBUS, GEORGIA
BOXOmCE :: March 9, 1964 II

|
SALES INCREASE IN NEW CAFETERIA
Continued from page 10
All food preparation activity, except
dishwashing. Is performed out where the
public can watch it. The 11-foot popcorn
table ha.s a large plate glass window in
front, so that people coming through the
line can see the corn being popped. An 11-
foot preparation section includes three electric
friers and a preparation table. This
is backed by two electric grills and a food
freezer.
The coffee equipment is located in the
other half of the food preparation area,
and is unusual in consisting of both an
urn and a small glass unit. The two separate
pieces provide maximum flexibility in
operation—the urn will handle the requirements
of the big nights, while the automatic
is used when there is only a small
crowd coming up for coffee—and the manager
can make a small amount of coffee as
needed, instead of a whole gallon.
LARGE FREEZER AND REFRIGERATOR
No 9 The exterior of (he new concessions building at the Dearborn Drhie-ln Theatre
This section is backed up by a five-foot
refrigerator and a six-foot freezer. Both
are at table height, as is virtually all of
the preparation equipment. These units
store the raw materials for the 11 foot
pizza table, which has two ovens.
This entire food preparation complex is
an island in the middle of the four-lane
cafeteria, completely isolated from any
wall area. Each of the serving lines is
separate. A five-foot aisle around the
access sides provides room for service to
the preparation island.
The counters are 170 feet long, divided
into four complete sernng lines. The efficiency
of layout and design has made it
possible to handle this complete operation
with no more help than was required for
the small, old building with its four separate
stations, Lefkowitz said—one of the
most important advantages of the new
building.
Each serving lane has a triple rail, con-
stituting a sort of maze in a rough Z pattern
of flow, allowing the maximum number
of people in the minimum amount of
space. The lines alone will hold about 240
people. 60 to a line, about half being at
the serving counter at a given lime. This
figure does not include people standing in
line before they reach the railed area.
As customers pass through the line, the
first thing they encounter is an overhead,
four-foot warmer displaying popcorn and
buttered corn. Adjacent to this is an
identical warmer used for the chicken dinner,
shrimp dinner, hamburgers, fish sandwiches
and pizza.
Next comes a self-serve ice cream cabinet,
then a counter area for potato chips,
pickles, and milk. A seven-foot food
warmer is next, with facilities for both wet
and dry heat. Dispensed here are hot dogs,
barbecues, shrimp rolls and French fries.
Next are the buttered corn dispenser.
drink dispenser, coffee dispensers, candy
racks, and cash register. An important
Jim koss, left, owner of the Dearborn Driyeln
Theatre, and Julian Lefkowiti, president of L i L
CorKCssions, Detroit, on opening night of the new
concessions building at the Dearborn.
No. 8. Looking bock through (he serving orca o( (he Dearborn Di . t.-ard the double doors leading to
the conceisiom storage room. Oyerheod warmers for popcorn and sandwiches ore on the right, hot food
units on the left. This equipment is duplicated in all four serrice lanes.
reason for placing the butter, drink, and
coffee dispensers together is that on slow
nights one attendant can operate all three
efficiently.
A special feature is
a doughnut machine,
placed in an eight-foot counter which U
an integral part of two of the ser\ing lines.
At this point, doughnuts are sold oiUy for
take home sales—in dozens or half dozens.
in front of the machine.
•We have found that people milling I
around the front of the building have shown
a great interest in watching the dough- i
nuts being made." Lefkowitz says. "We ]
have capitalized on the inquisitive Araerlcan
public by encouraging them to take t
home a bag at 75 cents a dozen. To date,
;
the doughnut machine has proved successful.
Whether the interest will be main- ,
tained. only time will tell."
Continuea on page M (
I
j
;
12
The MODERN THEATRE SECTION |

Astro Theatre, Omaha, Nebraska; fabrication and erection by Nebraslia
Neon Sign Co., Lincoln, Nebraslo
H

BAGS OF BITES
Old

Mich.
!
—
Good Maintenance Practices
Prolong the Life of Drive-ln
Concessions
Equipment
By
JULIAN LEFKOWITZ
(As told to Haviland F. Reves)
The first show
is in the lobby
Movies are better than ever. So are
the appetites of the people who
enjoy them. That's where your ice
cream novelties get into the act.
Especially when they have a 4-star
display in a Bally Case. Gleaming
Porcelain finish gives real showmanship
to your products. Whether it's
in theatre lobbies or in drive-in
refreshment counters, the result is
the same in both places ... Increased
ice cream sales.
Model TI-30 above for
theatre lobbies. 30"
long, Approx. 875
novelties.
Model TI-43 to right
for drive-ins, 43"
long, Approx. 1194
novelties.
Write Dept. BX
for More Details.
Bally Case and Cooler, Inc.
Bally, Pennsylvania
Carry Out Trays and Popcorn Boxes
N^^ii^-fi, $17.95 M
Troy Is
63ixl05/ex3
inches deep.
Holds all sizes
of cups Including
Buttercorn
Cups.
Red & White Striped Sunburst Design
Automatic Lock Popcorn Boxes
10c Boxes $ 9.90 M Freight prepaid within 200
miles of Pittsburgh, Po. on
I5e Boxes 12.S0 M ony combination order of
-, boxes and trays amounting
25c Boxes 19.80 M to $75. or more.
SAMPLES ON REQUEST
THEATRE CANDY CO. INC.
400 Dinwiddle St., Pittsburgh 19, Pa.
Arco code 412 Phone 281-8503
|n last month's article (February
10, Modern Theatre Section) I referred
to various water problems which required
the installation of water softeners to prolong
the life of coffee equipment. At the
Troy
I I Drive-In Theatre, which is
served by water fi'om artesian wells, we
found that we were constantly having to
replace heating elements in the food
warmers and coffee equipment. The reaction
of carbon in the water would coat
the element, and eventually burn it
through. Our solution was to install watersoftening
equipment.
At the Miracle Mile Drive-In at Pontiac,
the presence of gas and iron in the
water supply tends to build up a different
type of deposit on the heating elements,
and causes loss of equipment. In all outlying
areas having a water well supply,
whenever a predominant amount of carbon
or iron is encountered, we have found
it worth while to install water softeners.
This not only prolongs the life of the
equipment, but enables us to serve a better
product in our soft di'inks and coffeemaking
them more attractive and salable
to oui' customers.
WEEKLY DRIVE-IN MAINTENANCE
Over a period of years, the nature of the
interior walls of our concessions buildings
has been puiposely changed from the use
of cement block and painted walls, to tile,
wood paneling or Formica. This is primarily
a matter of decor and good merchandising
policy in presenting attractive
surroundings. It has caused us added
maintenance problems—but it is well worth
this drawback, because of the bright and
cheerful atmosphere which results. The
older surfaces always seemed to be cold,
especially in cool weather, and they seemed
to look dingy by midseason despite the
best efforts to keep them clean.
Our weekly cleanup of the concessions
stand is usually performed on Monday
nights. With the rush of business over the
weekend, the use of equipment is at a peak,
and at the same time we have a minimum
of opportunity to assign staff to cleanup
duty. Monday, further, is usually a slow
night, permitting this extra attention.
Weekly, all merchandise is removed
from shelves, in dry storage, refrigeration,
and freezer storage. The shelves and all
storage equipment are scrubbed down with
soap and hot water. This is done even to
the back shelves of the dry storage cabinets,
which are usually of wood. Storage
shelves are painted, usually with a hard
finish enamel, to permit this weekly
scrubbing.
All glass counter faces are wiped daily
and washed weekly with a regular com-
Continued on following page
You'll sell more popcorn
to capacity crowds with
a Manley
SUPER STADIUM
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STORES! Up to 180 boxes of popcorn
kept hot, fresh, crisp, in
elevator well which rises at
flick of switch.
SEASONS! Well has automatic plug-in,
thermostat control, delivers
accurate measure to kettle.
SERVESsCorrect height for easy
counter service. Stands
alone or fits into coimter
plan.
SELLS. Built-in eye appeal. Red
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Get Ready! Write for complete
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*"
MANLEY, INC.
V 1920 Wyandotte • Kansas City 8, Mo.
The BIGGEST Name in POPCORN for more than 35 years
IF R IE IE
New Catalog of Superb Values
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END
COFFEE
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Save money. No stole or
left-over coffee when your
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WAY oufomofk. Coffee's
fresh, hot ond ready all
the time. Get the focts
write now:
STEa PRODUaS CO.
40 8th An., S.W.
Cedar Rapids, Iowa
BOXOFFICE March 9, 1964
15

j
GOOD EQUIPMENT
MAINTENANCE
Continued from preceding page
merclal glass cleaner. The woodwork and
Fonnica surfaces here aie similarly wiped
down daily with a soft cloth, and then
washed weekly with an ordinary liquid
household soap.
Most of our larger locations have walk-in
coolers. Merchandise In these units is
similarly removed weekly, and the interior
of the walk-in is scrubbed out with a
generous amount of soap and water.
In weekly maintenance of the drink
equipment, all synjp pans are removed
and flushed through with hot water. In
dispensers having a cold water bath, the
plug is removed, the bath flushed through,
and the equipment wiped out as thoroughly
as jwssible. The plug is replaced, and the
bath filled with cold water. To this is
added a tablespoon of liquid soap detergent
which helps keep the bath sweet and retards
the formation of bacteria.
Also on a weekly schedule, the faucets
are removed, completely dismantled,
washed out, reassembled and replaced.
Mineral oil is used to clean the surface
of stainless steel in the general housecleaiung
procedure. This prevents smudging
and grit on the surfaces. We learned thus
procedure only veiy recently, based on
advice from a manufacturer. Vinegar is
also often used in place of the mineral oil.
which is expensive. Vinegar works about
as well on stainless steel as on glass, but
is not as efficient as the mineral oil.
MONTHLY AND ANNUAL
MAINTENANCE IN DRIVE-INS
Although most concessions operators call
in a local service company w^hen they have
a refrigeration breakdown, we have found
it efficient and economically sound to operate
our own complete maintenance department.
This is, of course, made possible
by the large number of locations we operate.
We have our own plumbing, electrical,
carpentry, and refrigeration sections,
staffed by two men who perform all this
class of work for us.
Our refrigeration man is on call for
emergency service 24 hours a day.
Normally he makes a general checkup each
month at each location. Here he checks
the coolant of the drink dispenser, cleans
the compressors, oils and greases the popcorn
machine, checks the compressors on
the reach-in and walk-in boxes, checks
settings on the drink faucets, oils and
i
cleans all exhaust fans, and checks the
flame on all gas equipment.
If the refrigeration man so-called to
identify hinu finds a problem beyond his
scope, he immediately and directly contacts
the general mainteniuice man, who
then makes a special trip out to get the
equipment back in projx'r operation. The
general maintenance man does plumbing,
electrical, and carpentry work, and is
adequately skilled in each phase. Thus he
can wire a 200-volt installation for equipment,
as well as change a bulb.
As a result of this type of coordinated
follow-through on maintenance, we are not
at the mercy of some inexperienced party
for service, and we know that the equipment
is ready to use when we need it.
In the locations that we close up for the
winter, all equipment is drained. Oui- refrigeration
man carries a portable air compressor
on his truck, and is enabled by this
means to blow out any trace of moisture
from all building lines as part of wlnterization.
Equipment other than the stainless
steel is covered over for the winter months
with a heavy motor oil. All equipment
doors are left open, so as not to accumulate
a foul odor in the units. Carbonators and
pumps for drink equipment are removed
and brought back to the warehouse, where
they are rebuilt each year in time for spring
opening.
All coffee equipment is also brought into
the warehouse, where it is de-limed. This
seems like a time-consuming effort and
perhaps a wasted effort, but we know that
we can get a good cup of coffee out of
clean equipment.
Tips for Unpaved Roads
Spring conditioning of unpaved roads is
covered in a four-page pamphlet. "The Importance
of Timely Spring Maintenance,"
which is available free from the Calcium
Chloride Institute, 909 Ring Bldg., Washington,
D.C. 20036. The pamphlet outlines
procedures for shaping to proper crown,
adding binder soil or aggregate and applying
calcium chloride. Included are two
charts for estimating the amount of calcium
chloride needed for different rates of
application and road widths.
Readers' Service Bureau coupon, page 31.
Make every night
OPENING night!
TO-GET-THE
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USE THE BEST
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16 The MODERN THEATRE SECTION

NEED FOR MORE IMPROVEMENT
Continued from page 7
A. Nelson, Carnation Co., Los Angeles, discussed
the selection, training and supervision
of sales personnel, and the physical
layout of snack bar and concessions stands.
As to the latter. Nelson stressed these
points: ease of operation— appearance —
maintenance.
"Layout and floor plan is of prime importance,"
said Nelson. "I realize how
many times we are limited in space, and
have to do with what is available but here
is where time-and-motion studies pay off.
Placing of equipment where there will be a
minimum of traffic, close to the serving
areas, and as little congestion as possible
behind a counter, can often increase gross
sales."
Continuing, he said that appearance of
a good service outlet is another thing that
can't be minimized. A bright, shiny, neat
and clean stand wall bring customers back
the second time, and they're apt to spend
more each time in sanitary appearing
suiToundings.
Nelson, in discussing merchandising,
said that most suppliers have materials
and ideas for special promotions which can
be secured from their salesmen, as these
firms are all more than glad to cooperate
and go out of their way to do a real job
for their customers.
Pizza came in for its share of importance
in concessions sales. Gino Rudow, California
Pizza Crust Co., Los Angeles, cited
the high dollar volume and long profit in
handling and selling pizza in refreshment
PLANTERS
IN THE
NEW
THEATER
SIZE!!!
centers. Popular sizes of pizza, according
to Rudow, are 8 and 12 inches.
The importance of using quality hybrid
corn in order to get the maximum popcorn
yields was emphasized by H. E. Chrisman,
vice-president, Cretors and Co.,
Nashville. Term.
He also criticized the film
New Production Facilifies
yi(9K^^—_>~—»-
,i

having
Proper Care of
the Intermittent
Movement Is Vital to Projecting
Rock- Steady Picture
By
WESLEY TROUT
§\ PERFECTLY
PROJECTED PICTURE Oil
your screen will pay
bm dividends at your
boxoffice. Even
though your projector
may be many
years old, it can be
made to project a
rock-steady picture, if
you will follow our
suggestions set forth
Wesley Trout in this article.
As we have stated
several times in this department, the
"heart" of your inechatiism is the intermittent
movement. Why? First, the intermittent
movement parts run at a very high
speed and therefore it must be kept in good
repair to withstand this strain on the cam,
stanvheel and gears.
As the film comes down from the upper
feed sprocket, fed into the lateral guide
rollers and film gate, it is pulled down at
a constant speed of one and one-half feet
i
per second or 24 separate photographs per
second Now, after the film enters into the
I .
film gate, it must stop at the aperture and
remain absolutely motionless there for a
period of 1 32nd of a second, in order to be
projected on the screen. In order to be
placed accurately each time at the aperture,
the intermittent sprocket teeth must
not be badly worn-undercut-or the placement
of the next photograph will not be
the same. In other w'ords, a worn intermittent
sprocket can cause picture jump
at this high speed. Too. the gate shoes
must hold the film rigid each time and the
shoes must be in good condition.
CONTROL OF
END-PLAY
It should be understandable that sidesway
will be caused by the starwheel (intermittent
sprocket
I end-play. In
most all types of intermittent movements
end-play can be eliminated but not too
much as this might cause a bind and make
the starwheel shaft turn hard. The lateral
guide rollers at the top of the gate should
hold the film in a straight line as it travels
down through the film gate onto the intermittent
sprocket, and these rollers must
turn freely and not have any grooves.
Grooves are caused by rollers being dirty
on the Screen
and not correctly adjusted to hug the film.
Always place one drop of oil on the shaft
every day and keep the rollers free of film
particles and dirt. At the top of the gate,
where the.se rollers are situated, there is
very little clearance between each roller
and mechanism cover, as you know. These
rollers are not expensive and should be replaced
immediately when worn too badly
and you cannot adjust them to hold the
film snugly.
Be sure to adjust the lateral guide rollers
so that they will guide the film in a
straight line doivn through the film gate
and so that the film perforations will ride
in the center of the intermittent sprocket
teeth.
EXAMINE SPROCKETS DAILY
Sprockets should be carefully examined
every day, making certain they are perfectly
clean. Accumulation of dirt on the
intermittent sprocket will cause the picture
to jump, not sometimes, but always,
whi'.e dirt on the upper or lower sprocket
may cause, if let pile up too much, the film
run off.
to
We have known of several instances of a
projector mechanism being .sent in for repairs
and the complaint being "the picture
jumps" and has bad sidesway. The trouble
could easily have been remedied if the projectionist
had cleaned the sprockets and
taken the end-play out of the starwheel.
Too, badly scored lateral guide rollers cause
side-motion of the picture. Moreover, we
want to point out that "under-cut" intermittent
sprocket teeth will also cause picture
to jump. But, here again, any intelligent
projectionist can replace intermittent
sprocket himself without having to send in
the entire mechanism for such a minor job.
While we are on the subject of intermittent
movement, let us explain about adjusting
end-play in the intermittent
sprocket. While a very small amount of
end-play or end movement of intermittent
sprocket may do no harm, still there should
be none at all. If your mechanism uses
taper pins to fasten the sprocket to the
starw^heel shaft ivery old-model projectors
i. it may be necessary for you to
install new taper pins, slightly reaming out
the holes with a very small taper reamer.
Late-model mechanisms have collar for
adjusting end-play, and some other provision,
explained in instruction book or our
loose-leaf service manual.
Many projectionists do not clean the
starwheel shaft before replacing a new Intermittent
sprocket. Don't force the
sprocket as you may .spring the .shaft and
really have a jumping projected image.
To in-stall a new mtcrmittent, first clean
the shaft very thoroughly. Having the
shaft clean, cover its surface with a small
amount of projector oil. Next, push the
.sprocket on with a gentle, twisting motion.
It should go on easily. In replacing screw
or taper pins in sprocket, set them up
firmly, but do not use too much force as
you may damage the sprocket. If your
sprocket fa.stens on with taper pins, we
strongly recommend using either a pin
pusher or "V" block for removing p.ns.
REMOVAL OF
INTERMITTENT
In a few modern projectors, you do not
need to remove the entire intermittent
movement when changing the sprocket, but
it is best to remove the movement and do
the job "right" and avoid damage to the
starwheel shaft, and it makes the Job
easier. The shutter will have to be retimed,
of course.
By the way, we suggest, when adjusting
the cam and starwheel, you do so only
when these parts are warm. You will obtain
a more precise adjustment and avoid
"lock-up," in many cases, when these parta
expand, due to heat from operation and the
light spot at the cooling plate from the arc
lamp.
Let us point out here, that in order to
secure quiet operation of the film with oldtype
Simplex mechanisms, the "cradle"
that holds the shoes and holds the film
against the intermittent sprocket, must be
very carefully "fitted" so that it pushes the
film fiimly but does not "ride" It. This
cradle can be formed to obtain the correct
curvature and this will eliminate, in most
cases, film noise at the intermittent
sprocket.
LUBRICATION OF INTERMITTENT
Intermittent movement lubrication—
Due to the high speed of the cam, sUrwheel
and gears, it is obvious that such
movements must be lubricated with carefully
selected oil. Only the very highestquality
oil should be used in any genevatype
intermittent movement, and to maintain
good lubricating quality, oil should be
drained out of movement at least every
three or five hundred hours of operation
and the movement refilled with fresh oil.
Too. one should "flush" out the old oil
with fresh before refilling the case. Your
movement will run more quietly and give
many more years of service without replacement
of parts.
It should be readily understood, that as
oil is used, its lubricating qualities gradually
wear away and therefore it will fall
Continutd on pogt JO
\
CARBON ARCS . . . for finest Projecfion . . . Compact
Xenon Arcs
>/ products
18
Brighter Light on Screan
• Longar Burning per Carbon
• Mora Economical . .
CARBONS. INC.
TFtntf LAMPHOUSES • naff POWER SUPPIIK
fajr
Cinemecconica
hf Cfirittie
BOONTON. N.J.
The MODERN THEATRE SECTION

wvii^,Ai'///A^:
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RED
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REPUBLIC 1-8644
BOXOFFICE :: March 9, 1964 19

CARE OF INTERMITTENT
Continued from page 18
to cut down friction of moving parts and
they will start wearing out. Moreover, continually
simply adding new oil or old oil
will cause the fresh oil to lose its strength
and you damage the moving parts of your
intermittent movement. It does not take
many minutes of time to drain and refill
any type of intermittent.
Note: Never put in so much oil that It
reaches the top of the oil gauge glass. Fill
only up to the red mark and not so full
it will run over and out of the case, thereby
causing excess oil and a sloppy mess on
the projection room floor. Movements requiring
hand-oiling of the outer starwheel
bearing should be oiled very carefully; one
or two drops of oil will be sufficient. Overoiling
will result in oil reaching the film,
hence must be avoided. Use a .small can
can
with a spout and not a pump-type oil
for oiling bearings.
In replacing old intermittent parts after
disassembly, or installing new parts, be
sure they are perfectly clean. If they fit
too tightly, have patience. These parts

!
Perhaps one reason
^Hrhy drive-in
theatre attendance
isn^t better^ is the
fact that home
TV screens have
brighter pictures
than drive-ins
Can you imagine how much more enjoyable drive-in movies would be if the image on the screen
had real impact and brilliancy? How can this be done? SimpK- b\- using 70nnn jirojection. The image
on 35mm film has to be magnified about two million times to fill
a txpical 100 foot drive-in screen.
Using 70mm film, magnification is onl\- about ?4th as nnich while the larger aperture allows
approximately 4 times more light to pass. Result is a picture that's tremendously brighter and sharper.
With attractions such as "Lawrence of Arabia" in general release to drive-ins in 70mm, and with
producers now using new methods of "printing-up" from 35mm to 7()mm .
. . the future of outdoor
projection is literalK' much brighter. And don't forget, toda\'s acbanced Norclco model AAII
Universal 70 35 projector is not onl\' the world's fiiuvst 70mm projector—but in less than 4 minutes
it converts to the most modern, rugged and troul)le-free 35mm mechanism.
For today and tomorrow, Norclco 70 35 is your wisest investment.
The 1962 Academy o( Motion Picture Arts and Sciences presented
this award for outstanding achievement to the North American Philips
Company for the design and engineering of the Noreico Universal
70/35mm motion picture projector.
?
_^^^_^
ploreU
MOTION
PICTURE
/ EQUIPMENT
©AMPAS t^^^^A r^^^^A^A^^H DIVISION
100 E. 42nd Street, New York, N.Y. • Phone: 212-OX 7-3600
BOXOFHCE :: March 9, 1964 21

1948
\
small.
By
The
\m\ Aniflc:
Look to the Safety of
Your Theatre
NORMAN SHIGON*
Restrooms
The derivation of the word
"toUet" springs from a Latin root meaning
"to weave." From there it goes on an interesting
linguistic historical Journey so
that from the concept of weaving grew the
idea of a "cloth." From the idea of a
weaver's beam came the idea of spinning
a web or a spider's web. From this concept,
going from Latin into old French and then
middle French grew the idea of "nets" or
"snares." Therefore, while the idea in the
English language at the present time of a
"toilet" carries with it the concept of
cleaning, dressing or adorning oneself,
there is still, perhaps in the background, a
sense that such a place can prove a snare.
Of course, the fact is that, for many theatre
owners and operators the proper
maintenance of a lavatory, restroom or
facility has turned into a trap or a snare.
The law is clear that the theatre owner
in possession or the operator does have a
duty to keep and maintain public toilet
facilities in a reasonably safe condition
using reasonable care In inspecting them
from time to time.
Lavatories, restrooms or toilet facilities
are part of the premises to which the public
•Attorney at Low, Philodelphia.
|vV
As Disastrous As No
,
spare In the Desert,
,s NO spare In the Booth
The
Is Impliedly InvlU'd to u.se and. therefore, as
pointed out in Fox Tucson Theatres Corp.
vs. Lindsay. 47 Ariz. 388, 56 P. 2d 183
cl936>. they must be maintained by the
owner in possession or the operator in .such
a proper fashion that they are lighted
under the circumstances of the particular
ca.se so that they are reasonably safe for
visitors to u.sc. and this duty applies to the
lighting conditions in the area of steps
leading from a lavatory to a lounge.
The owner in possession or proprietor of
a place of amusement owes an affirmative
duty, according to the decision of the Fifth
Circuit Court in the case of Wright vs.
Paramount- Richards Theatres. Inc., 198 F.
2d 303 (19521. C.A. 5 La., of using reasonable
and ordinary care and to warn its patrons
of hidden dangers therein, not observable
in the exercise of ordinary care.
While not an insurer, the owner of a theatre
who is in possession or the operator of
such a place of amusement owes to the pa-
Irons using toilet facilities the duty of
ordinary care to prevent accidents therein.
This was the clear holding in Sviith vs.
Saenger Theatres Corp.. 186 So. 866 (1939,
La.. App.)
In one case, where a theatre manager
had known the condition of a toilet room to
be slippery, the operator of the premises in
the case of Newsman vs. Fox West Coast
Theatres. 86 Cal.. App. 2d, 428. 194 P. 2d
706 1 . it was held liable even to a nonpaying
person upon the premises on a
1
theory that there had been active negligence
or, at the least, that even a nonpaying
gratuitous licensee would be entitled
to rely upon the premises being and
remaining in a relatively safe condition,
and that the failure to warn such a person
Z^^^
For want of an extra mirror,
business can be lost by shuidown.
/ituxi^ ^UUfC a. i^MflC I U f L U L U
FIRST SURFACE COLD
DICHROIC REFLECTOR
B«tt«r y«t. also raplace your old rellectors now with these
modern, lone-service reflectors with the harder than glass,
flake and peel-proof front coating.
m COATIHG IS GUARAMUED FOR 2 YEARS!
Electric Corporation
tl CITY PARK AVENUE • TOLEDO, OHIO 43601 • PHONE: (419) 248-3741
of a hazardous condition or to make reasonable
attempts to remove the condition or
to exclude such a iJcrson from their
premises, rendered the owner-in-possesslon
or the proprietor of .such a place of amusement
liable.
In fact, courts have gone so far as to
charge an owner of a place of entertainment
with a positive, affirmative duty to
know the premises are safe for use by the
public and if a hazardous condition Is
created by the proprietor of such a place of
amusement or by one of his servants, agents
or employes, then the proprietor will be
held liable. Freedman vs. Palmer Park
Theatre Co.. 345 Mich., 657, 77 N.W. 2d 108
(1956).
It is well to remember, as has been
stated previously, that many courts have
held that restroom, lavatory and toilet accommodations
and facilities are as much a
part of the premises of places of amusement
or entertainment to which patrons
are invited as any auditoriums in such
establishments. Dively vs. Penn-Pittshurgh
Corp.. 332 Pa., 65 (1938i.
CARE OF INTERMITTENT
Continued from pogt 20
hold the shaft straight and. in many cases,
badly worn and not always adequate means
of adjustment. Too. we find many projectionists
not keeping these brackets in proper
distance from the sprockets, the grooves of
the rollers not "centered" in the sprocket
teeth, and sometimes have flat places, the
roller not turning freely and never given
any lubrication. This coTidition of neglect
should never exist in any theatre, large or
Neglect of correct adjustment on
important parts in any type of projector
will cause film damage and inferior projection.
We repeat: Examine your sprocket idlers
and sprocket teeth frequently, and make
sure that they turn freely. Lubricate the
shafts daily. If they do not tum freely,
flat spots will soon develop, which sooner
or later mean trouble. All projector
mechanisms have an adjustment by means
of which the projectionist may determine
the distance of the idler from the face of
the sprocket. A fairly good plan, and easy
one to follow, is to place two thicknesses of
film on the sprocket, and then adjust the
idlers so they rest on the film: with this
adjustment and only one thickness of film
when projector is In operation, the Idler
roller or rollers should be the right distance
from the film.
To sum up. one or two drops of high
grade projector oil are ample lubrication
for any projector bearing requiring handoiling.
To reduce tendency to over-oil. use
only a medium-size oil can with a small
spout opening. Most modern makes of projector
mechanism use automatic oiling or
sealed-in-for-life oiled bearings, with only
a few bearings to be oiled by hand.
Keep the idler rollers correctly adjusted;
the lateral guide rollers at the top of the
projector gate should be carefully adjusted,
kept clean and tum freely. If lateral guide
rollers do not turn, they will develop
grooves and this will cause side-motion of
the projected picture. The lateral guide
rollers should be adjusted so that the film
travels in a straight line to the Intermittent
sprocket.
22
The MODERN THEATRE SECTION

.
VI
lt..>
• •>
Model FP 20 B
># J -.>-I' .
Model AA II
AllhOne package headquarters
PROJECTORS m^orelco
TRANSISTORIZED SOUND BY
allantyriG
ONE carefully coordinated plan even includes financing
Give us the four walls and we'll give you a completed theatre including famous Noreico
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everything, even financing— All-in-One.
This turn-key job includes planning, engineering and installation supervision as well—the
perfect combination for the new build or lease shopping center theatres.
Working with your architect, we can give you the theatre of tomorrow, with modern concepts
in
layout, building design, auditorium, lobby and concessions. Be sure you check this
easy, businesslike way to profitable operation.
Don't make a move until you've talked with Ballantyne and received a Ballantyne quotation.
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Mohawk
allantynG
INSTRUMENTS AND ELECTRONICS, INC.
A DIVISION OF ABC VENDING CORPORATION
1712 Jackson Street, Omaha, Nebraska 68102
BOXOFFICE March 9, 1964

Plymouth
I
A Polynesian-inspired carpet in multi-colored design is a distinctive feature of the new Moi-Kai Tlieatre in
Livonia, Mich., a rapidly growing suburb of Detroit. The theatre seats 1,500 persons.
By HAVILAND F. REVES
#% SOLID TOUCH of the exotic
atmosphere of the Pacific was brought to
the west side Detroit suburb of Livonia by
construction of the new Mai-Kai Theatre.
This town is a far-spread community covering
essentially a township, still largely
vacant or farm land, but rapidly building
up. The 1,500-seat Mai-Kai Theatre is
only the second to be built in Livonia
which has some claim to being the second
largest city in the state of Michigan in
area.
Owner of the Mai-Kai is Nicholas
George, universally known as Nick, who
has operated theatres around Detroit for
about 30 years. His circuit currently consists
of three indoor theatres and four
large drive-ins, with headquarters at the
Allen Park Theatre, Detroit.
nent curved lines, especially in the roof
area over the front arcade, rather than
reliance upon the flat and rectangular lines
widely characteristic of contemporary
architecture. The result is a pleasing
whole, best studied perhaps in an illustrative
view.
The Mai-Kai is located on a 22-acre
piece of land at the northeast comer of
Plymouth and Parmington Roads, owned
by the Jeffrey-Lauren Land Co. The present
structure is the first half. es.sentially,
of a projected twin-theatre development,
with the second unit to be developed subsequently.
Lines, hundreds of persons long,
seen at this theatre almost "out In the
country," for good attractions since Its
openinK. indicate that the second twin
should be coming along soon.
The placement of the theatre is unusual
for tills part of the country, in being set
far back off the road, with the large parking
lot area lying in front. Thus the theatre
building Is seen In perspective at a
d'stance and. In fact, remains in view of
i
the heavy passing traffic Road
is a former national highway
i
for a considerably
longer period than would any
bulld'iig located close to the property line.
This has a significant promotional advantage
in that It allows ample time to
read the announcement of the attraction
board.
PARKING LOT HARD SURFACED
The parking area Is hard-surfaced.
Walks lead directly from the parking
spaces to the theatre entrance to provide
easy access and egress through an extensive,
landscaped area. Both entrances
and exits to the parking lot have been designed
and placed for maximum safety,
with positioning so that they will avoid
interference with the traffic on the main
roads adjacent. This forethought In planning
resembles the care now given to traffic
control in designing a modern drive-in
theatre.
The main facade of the theatre is of
white marble, with striking accents in the
use of black vertical fins of porcelain
enamel. The lower portion is a combination
of glazed brick in tones of light blue
and light bluish green.
An arcade running the entire width of
the front of the structure is a verj' distinctive
feature. The roof of this section
is constructed of a series of arches, and
largely sets the tone of visual appesU for
the building. This arcade will be continued
across the front of the second theatre,
giving it a continuous length of 250
feet.
The exterior sidewalls are of highquality
face brick, in a composition of
varying buff tones.
NAME MEANS 'THE
FINEST"
The name was carefully selected to symbolize
to the metropolitan public the special
appeal of the Polynesian culture which
is represented In a modified manner in the
design and decor of the house. Mai-Kai is
translated from Polynesian as meaning
"The Finest," and this high quality was
the objective of the builders.
"The exterior design is severe and dignified."
according to E. D. Straight, who
heads the architectural firm of Bennett
and Straight. Despite this basic design
severity, the visitor to the theatre receives
a first visual Impression, also noted by
passersby, of lightness and airiness. This
appears to derive from the use of proml-
24
An arcade with an unusual rooflmc extends across the entire width of the front of the Mai-Kai Theatrt,
and this arcade will be extended across the front of the second theatre, which is projected, for a
continuous length of 250 feet Generous parking area is provided
The MODERN THEATRE SECTION

'
The exotic theme is set by a number of
architectural and decorative features. The
unusual design of the name lettering on
the sign over the upper part of the theatre
auditorium, visible for a notable distance
along the highway, is striking, and appears
a blend with the repeated curved roof pattern
of the arcade. The lobby itself, it
should be noted, projects from the front of
the building, so that the main structure
bearing the sign is an impressive setback in
the unusual white marble effect.
The lobby has highly distinctive theme
pieces of Polynesian sculpture on either
sidewall. and is given a gardenlike effect
by the liberal use of planters. The multiple
full glass doors look out on the landscaped
lawn, with all parking thus kept at a little
distance.
High illumination is given to the lobby
through the use of a patterned ceiling design.
Imported Italian marble is used for
the lobby walls, giving a warm tone, accented
by gold and blue touches. Aluminum
doors lead to the foyer. An interesting
feature is that the doors are glazed
with clear dark blue glass, which eliminates
transmission of glare from the bril-
Auditorium walls of masonry block in an oHset pattern serve acoustical as well as architectural purposes.
The comfortable, wide (22 inches) seats are spaced on 37-inch centers for plenty of legroom.
Special Provisions for
Patron Safety, Health
As detailed in the text of this article,
the architects and builders of the Mai-
Kai Theatre took extraordinary precautions
to assure patrons of comfort,
safety and health.
Special planning went into the arrangement
of the parking area for cars
and layout of entrance and e.xit lanes so
as to avoid any difficulties for cars entering
the theatre or emerging to the
highway.
Health and comfort factors were
considered in the installation of an air
conditioning system which not only provides
temperature and humidity control
but also purifies the air.
The stage has an asbestos drop for
fire control.
-:
/ i i
i
This rear v/ew 0/ the auditorium also shows the stepped pattern of the walls. Suspended construct/ on was
used for the projection and equipment rooms which are supported from the upper structural frame.
liant lobby into the interior foyer. The
lobby is equipped to present musical programs
when desired to entertain a waiting
crowd.
The foyer sweeps across the back portion
of the auditorium to give patrons there
a clear view of the stage. Column construction
in the standee rail, separating
the foyer and auditorium areas, was
avoided by the use of suspended construction
for the projection and equipment
rooms. These are located above the foyer,
and supported from the upper structural
frame.
The concessions area and restrooms are
all accessible from the foyer. The carpet
here uses the Polynesian theme, embodying
a special design in appropriate, varied
hues. The lighting is decorative, and is
subject to complete, variable -intensity
control.
The candy counter has a unique backbar,
colorfully arranged with figures and
sculpture-like landscaping to resemble the
fantastic settings of "South Pacific." or
other island fantasies. Suspended globes
provide adequate light and carry out the
theme.
Controls for lights, air conditioning, and
other sei-vices are provided as needed at
more than one point—as in lobby, backstage,
and projection booth. Parking area
lights ai-e time-switch controlled. The
service area for vending machines, partly
separated from the main auditorium, provides
access to machines conveniently
from the rear.
The stage has an asbestos drop for fire
control, controlled by a knife in the wings
placed ready to cut the rope holding the
Continued on following page
The refreshment counter, illuminated by pendant
light fixtures, is located in the foyer and is easily
accessible from the standee area at the left.
BOXOFFICE :: March 9, 1964 25

.
:
MODIFIED POLYNESIAN THEME
Continued
from preceding page
curtnin in an emergency. A totally new
concept in theatre construction replaces
dressing rooms for stage shows. A large
roll-up door at the rear allows an available
house trailer to be driven into the
wings and hooked up for use as dressing
rooms for acts.
The auditorium is 60 feet wide by 27 feet
high, and specifically designed to accommodate
the large screen. Projection facilities
include both 35 and 70mm. A special
feature is the installation of closed circuit
television for use for special shows available
in this medium according to program
and technical developments.
Seating capacity for the present auditorium
is about 1,500, to be duplicated in
Uie second unit. Dc luxe upholstered seats,
.spaced 37 inches between rows, and 22
Inches wide, are used, positioned to avoid
screen distortion and to give an unobstmcted
view.
The walls of the auditorium are of
masonry block in an offset pattern serving
both architectural and acoustical requirements.
The ceiling is a suspended plaster
plaque in a flowing design, appearing to be
independent of the enclosed side walls.
The whole building is air conditioned.
In the auditorium this is controlled to "pinpoint
degree" to meet varying conditions.
The controls take account of both weather
conditions and the degree of patron occupancy.
Air cleanliness is an important
feature of this conditioning system as
well, providing air free from bacteria as
CREDITS:
Air Conditioning : Trane
Carpet: Alexanuer Smith
Changeable Letters: Bevelite
CurtaiJi Controls: Vallen
Generator: Hertner Transverter
Lamps: "Constellation 170"
Lenses: Bausch & Lomb, Kollmorgen
P. A. Systcjii, Speakers: Altec-Lansinc
Projectors: "National Seventy"
Reflectors: Tufcold
Reivinds. Film Handling Equipment
Neumade
Screen: Walker American
Seats: American
Sound: Simplex Pre-Select
Spotlights: Strong Trouper
Stage Draperies: Northwest Studios
Ticket Machines: General Register
'^HS^d
i^
VITA-GLAZE — new
paper coating developed
tor EXCLUSIVE use
on BUTTERCUP.
Proven
Profit
Join the nation's
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Put the BUTTERCUP* Profit
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the Dispensers...
SERV-O-MAT — fully automatic butter
(li.spenser — new, modern, efficient and
durable . . . Trigger touch bar efficiently
dispenses controlled portions of hot butter.
deluxe BUTTER SERVER —low cost,
manually operated . . . designed for
small volume locations.
with *
the Buttercups VITA GLAZE
Wax free, leak-proof. Name Brand
BUTTERCUPS" in
3 sizes
... in familiar brown and yellow,
imitated but never duplicated.
the Sales Accessories. .
Send for illustrated brochure on the
complete BUTTERCUP line. Use the
sales getting display items that i)oint the
way to increased volume without
increased overhead and sales attendants.
SUPURDISPLAV INC
SBRVCR SALES INC
1109 NORTH 108th STREET
MILWAUKEE 13,
WISCONSIN
well as the usual temperature and humidity
requirements. The other parts of the
building are individually controlled mechanieally.
The system uses a centrifugal
fan.
The present building has 26,226 square
feet and 826,350 cubic feet. The architects
comment that,
"The Mai-Kai is one of the few theatres
designed and consti-ucted for present day
entertainment. The stage will accommodate
live stage productions and full-size
Cinerama at its best. Sound distribution
is scientifically engineered and will be
clearly audible to evei-y part of the theatre
auditorium and foyer."
The Mai-Kai marks the first theatre
project in many years for Bennett and
Straight, who were architects for many of
the leading theatres in this territory, as
well as elsewhere, during tfee period of
active indoor theatre construction before
World War H.
Coca-Cola Active in 1964
World's Fair Promotions
Theatre concessionaires will benefit by
the tremendous publicity focused on Coca-
Cola through two national promotions connected
with the New York 1964 World's
Pair. Some lucky girl with the "winning
smile" will be given an all-expenses-pald
week in New York City and the Fair for
herself and two persons of her choice. The
dream trip, courtesy of The Coca-Cola Co.,
Is one of the top prizes to be awarded In
the Jantzen. Inc., 1964 "Smile Girl"
promotion.
Girls will compete this spring in approximately
30 cities at leading department
stores for a chance at local and national
awards. Final judging for the four "Smile
Girl" winners will be held at Cypress Gardens,
Fla., July 10-12.
The "See-thc-Fair" Sweepstakes will be
launched April 13 by Coca-Cola bottlers on
a national scale, offering more than 125
free trips to the World's Fair. The grand
prize is a five-day trip to the Fair for the
winner and 25 friends, or $25,000 in cash,
drawing for which will be held June 8.
Additionally, 4,000 other prizes will be
given.
26
The MODERN THEATRE SECTION

I
I
;
5!2mmx6"
i
carbon
'
and
Strong Announces a New Arc Lamphouse
35 and 70mm
And Associated
Rectifier Equipment
The Strong Electric
Corp. has developed
a new high-intensity, reflector-type projection
arc lamphouse and associated rectifier
equipment for use with 35mm portable
and semi-portable projectors and
16mm projectors. The 2.600 lumens of
light produced for 16mm projection and
4,000 lumens produced for 35mm projection
is approximately four times that of a
mazda light source, in both instances sufficient
for showing brilliant pictures up to
18 feet in width. The snow-white character
of the light makes it ideal for the
projection of colored films.
The type 48600-1 lamp for 16mm projectors
uses a 6mmx8'/2" positive and a
Strong Electric Corp.'s new high-intensity projection
arc lamphouse is designed for use with 35mm
portable and semi-portable projectors and 16mm
,
projectors.
copper coated Pearlex negative
to burn for an hour at 30 amperes.
the type 48400-2 lamp lor 35mm projectors
utilizes a 6mmx9" negative and a
7mmxl2" copper-coated positive to burn
America's
headouarters
ior all
Iheatre enuipment
one hour and 20 minutes at 40 amperes.
Known as the Univarc, the lamphouse
weighs only 55 pounds, and shipping
weight is 70 pounds.
Direct current for the 40 ampere, 29-30
volt arc is supplied by a four-tube type
16200 rectifier which measures 13"x20"x21"
and weighs 125 pounds and the 30 ampere,
26-28 volt arc is supplied by a two-tube
type 26,000 rectifier which measures
20" high by 12" wide by 11" deep and weighs
100 pounds.
The single-phase, full-wave rectifiers for
16mm projection consist mainly of a transformer
for reducing the high line voltage
to a potential correct for operating the arc,
an overload circuit breaker, line relay
which is connected to a lamphouse automatic
door switch and the necessary
sockets, switches, voltmeter and terminals,
all of which are housed in a substantial
metal case which is provided with handles
for easy portability. The AC load, or rectifier
input, does not exceed the 15-ampere
limit provided by any 110-volt convenience
outlet.
EFFECTIVE
INSULATION
The live parts of the lamp are effectively
insulated from the grounded line current
by use of a separate primary and secondary
winding in the transformer. There
is also a smoothing reactor which is connected
in the direct current circuit to the
arc. This reduces the AC component so
as to eliminate light flicker.
The lamphouse is provided with horizontal,
vertical and focus adjustments for
the reflector: manual controls for carbon
alignment: an adjustable-speed motor for
feeding the carbons: an arc imager: and
an ammeter for reading the current at the
arc.
The reflector is 10 '4 inches in diameter
and has a working distance of 24 inches
for 35nim projection and 18 inches for
16mm projection. The geometric focus is
3 '2" for the 40 ampere and 4" for the 30
ampere to result in an f value of f 2.3 on
the 40 ampere and f 1.6 on the 30 ampere
to match the commonly used lenses of
modern projectors.
supplies
National
TMKATnE auPBL.V COMPANY
HEYER-SHULTZ
UNBREAKABLE
METAL
REFLECTORS
• MAXIMUM SCREEN ILLUMINATION
• GUARANTEED 5 YEARS!
Write for literature
or see your
Theatre Supply Dealer.
HEYER-SHULTZ, Inc. Cedar Grove. N. J.
BOXOFTICE March 9, 1964
27

. ^
r!4»*«!f -^isSkSA t«":/s"'vft'!»t::«iJ*s- ,~
EQUIPMENT €r
DEVELOPMENTS
Solid-State Power Supplies
For Xenon Arc Lamps
g * 4
FOR MORE
INFORMATION
Use Readers*
Bureau Coupon on Page 31
Glass and Brass Slides
For All Theatre Purposes
blowers and permits continuous operation
in temperatures from C to 50 C.
XMOStrots
Huglu-s Electronics Co. has announced a
new "Solid-state-Series" of nine power
supplies designed to extend the life of
high-cost xenon and xenon-mercury arc
lamps in equipment such as motion picture
and microfilm projectors and theatrical
and photographic spot and flood
lights. The units in the series utiliise highefficiency,
solid-state circuiti-y throughout,
feature output ratings from 30 to 5.000
watts, and meet all of the technical requirements
of xenon and xenon-mercury
lamps to assure maximimi life, according
to Hughes. Performance and operating
characteristics include: inherent, selfregulating
volt-ampere characteristics: DC
output ripple less than 1 per cent: automatic
current limiting; adjustable output
range selector: and protection against
high-voltage, igniter starter. Free convection
cooling eliminates noisy fans and
Complete Line of Endless Carbons
Now Handled by West Coast Service
The addition of 10mm and Umm carbons
now makes it possible for West Coast
Theatre Service to supply exhibitors with a
complete line of Endless carbons— 7s, 8s.
9s, 10s, lis and their corresponding negatives—manufactured
by Sansha Electric
Co. of Japan. West Coast has also added
a second Japanese carbon—the Coronarc
brand—in the conventional 14-inch length.
West Coast is selling direct to theatres, as
well as through established distributors,
and. according to Howard Bell, welcomes
inquiries from anyone interested in an exclusive
territory.
Claims mode for product described editorially
on this and other pages ore taken from the
manufacturers' statement.
IIM!lliJ!ll>

for holidays and special events, as well as
flag slides of every country. National
Studios claims to have every possible date
slide in stock, or will make desired ones
up without extra cost. Brass date slides are
said to last a lifetime. Special slides which
are made to order from wording and illustrations
in black and white or handcolored
are available at moderate prices.
Twin Package of Licorice
A Good Impulse Product
packed in 60-count cartons, offer over a 60
per cent profit margin. The additional
outer cello wrap on the Pak assures greater
freshness and increased shelf life. The retail
price places the Pak in the range of
fast-moving impulse items and the Pak's
convenient size makes it a good carryout
item.
Theatre Programs Use Three
Pages to Sell One Big Film
Fepco Theatre Advertisers announce a
new, colorful Imperial program that devotes
the front cover and the two inside
pages to selling one big picture, and the
back cover to sell coming attractions or for
merchant ads. The front cover is illustrated
with advertising sketches of the big picture
and the name and address of the theatre
and exhibition dates are shown. The inside
spread may carry a brief review of the
picture and scenes from the film. The programs
are available for advertising motion
pictures in current release. Exhibitors must
provide "camera-ready" copy for merchant
ads, if these are to be used on the back
cover instead of coming attractions.
Switzer's Licorice Co. is now marketing
the 15-cent Double Pak, a package containing
two individually wrapped bars of
Old Fashioned Licorice. The Double Paks,
[
For a More Pleasant Envi
A Three-Drink Fountain
Dispenser From Coco-Cola
The Coca-Cola Co.'s fountain sales c'epartment
has announced a new threedrink
fountain dispenser, the Meteor in,
which requires little space and is competitively
priced. The new dispenser is
identical in appearance and construction
to the two-drink Meteor introduced by the
Machine-Tightened Screws Keep
Letter Hooks From Turning
Changeable copy letters manufactured
by National Devices Co. have a number of
features which exhibitors like, including the
fact that machine- tightened screws keep
the non-rusting galvanized hooks from
turning, and non-sliding bronze springs
securely clamp the letters to the track. The
letters are adaptable to any track manufactured,
or to any home-made track. All
letters are self-aligning and all hook letter
sizes may be used interchangeably on the
same track. The letters are made of
tempered Masonite, with the color baked in
to form an attractive wrinkle texture. The
baking process at 225° F. makes the paint
very hard, durable and weather-resistant.
* *
GARBAGE
PAIIS ,
ora
ssur
hg fragranci
^'^mm
LIBERTY
FIREWORKS
For Record-Breaking Drive-ln
Crowds
You are assured Greater Value, Safety,
Brilliance, Color, Flash and Noise.
Spectacular LIBERTY FIREWORKS are th« greatest
boxoHice attraction because they are the
world's tinesti They poy for themselves in Increased
attendance.
READ THIS UNSOLIC- *
ITED TESTIMONIAL
"We have sliopptd around
for fireworks to use in our
drive-ins and after comparisons
have found wa
get the best deal from
LIBERTY. Your displays
are brinhter."
NOTICE:
GET FREE CATALOG
NOWI
4S page catalog, fully illustrated
shows the gorgeous
beauty and magnificent
splendor of LIB-
ERTY FIREWORKS.
Reasonably priced from $35
to SI. 000 and up.
NEW HOME ADDRESS
LIBERTY DISPLAY FIREWORKS CO.
Hegeler Lane
Site formerly Hegeler Zinc Plant
P. O. Box 6S3, Danville, Illinois
Phone 442-2559. If no answer call 444-4743
PBOOORIZES INSTANTLY
Made of top-quality vaporizing
agents and perfumes; no moth-cake
odors, yet moth-proofs too.
Lasts Longer — Economical
Lasts 40 to 50 days. Costs, labor
Also
Available . . .
DEODOROMA REFILLS:
sqLiare blocks for
wall diffuseur
negligible. Eight discs to box; versa-
DEODOROMA CRYSTALS:
"^ '^ "^
' for spot
deodorizing
tile
wire holders included.
For full Particulars, write
The C. B. Dolge Company,
Westport, Connecticut
vif^M^'^l^^rAy.S'
OIGE
BOXOFFICE March 9, 1964 29

company last year. It enables the concessionaire
to serve Coca-Cola and two
oUier drinks, plain or carbonated, from a
hiKli-impact plastic dispenser cabinet only
18 inches wide. The actual counter space
occupied by the three different bases is
only ten inches, slishtly more than an
average sinnle-drink unit. The dispenser
is refrigerated by ice, and features stayopen
handles for faster filling, plus a split
handle on the left valve which provides
plain or carbonated water from the same
valve that dispenses a soft drink. Another
split handle may be ordered for the center
valve, where needed, without additional
cost. The Meteor III was engineered and
developed jointly by The Multiplex Faucet
Co. and the engineering department of
Coca-Cola. It offers an exclusive, patented,
syrup pressure control and capillary valve
POWERFUL PLUNGER CLEARS
CLOCGED TOILETS
to as.sure accurate portion and quality control
over both syrup and water. The highly
flexible and profitable unit may also be
converted to a pressure system.
Ten Selection, Two-Price
Candy Vending Machine
the upholstery does, according to the manufacturer.
National Laminating Manufacturing
Co. No heat is required. Upholstery
must be clean and dry. To use,
merely cut off the length of tape needed,
and round the corners: peel off the paper
backing, using knife tip to get it started:
and apply over rip and rub down hard with
thumbnail or hard object. The tape Is
available in both mat idulli finish, and
gloss finish, and is also adhesive to glass,
metals, wood, rubber, paper and most
plastics.
Octofold Coin Purse an
Attractive Giveaway
Clear Messy, Stuffed Toilets
Cut Maintenance Costs with
in a Jiffy!
rS)
TOILAFLEX
Toilet
jTu^NGu] Plunger
Ordinary plungers just don't seat properly.
They permit compressed air and water to
splash back. Thus you not only h^ve a
mess, but you lose the very pressure you
need to clear the obstruction.
National Vendors, Inc., has announced
its new Crown line of merchandisers consisting
of this candy vender and two
cigaret venders. The Crown line incorporates
the latest in contemporary design
with a wide variety of color combinations
for maximum compatibility with individual
locations. Above the large display area is
a panel of gold-colored aluminum in a
beaded pattern, and there are vinyl sections
on each side of the display area,
available in walnut, turquoise or Newport
white. Cabinet colors are buck.skin, charcoal,
and champagne white. The cabinet
and vinyl colors will be available in any
combination. Ten selections, with a 240-
item capacity and two-price vending are
standard. A five-selection gum and mint
unit, boosting selections to 14 and capacity
to 416 items, and three-price vending are
optional extras.
Exhibitors looking for an attractive, inexpensive
giveaway item for theatre promotions
may be interested in the new
Octofold coin purse of genuine leather
which is available from Lon Harmon. Cut
from one piece of leather with self-closing
folds, the exclusive design features no
stitching and no fasteners to avoid wearing
holes in pockets.
With "Toilaflex", expressly designea for
toilets, no air or water can escape. The
full pressure plows through the clogging
mass and swishes it down. Can't miss!
* Designed to flex at any angle
* Suction-rim stops splash-back
* Centers itself, can't skid around
* Tapered tail gives air-tight fit
Cel a TOILAFLEX" for your home loo":'
Positive insurance a/iainst stuffed toilet.
AT
$065
Higher \r\ Canada
YOUR HARDWARE SUPPLIER
Rip Repair Tope for Mending
Vinyl and Leather Upholstery
Nafco Rip Repair Tape is a new. tough,
transparent, waterproof, pressure-sensitive
tape for repairing rips, cuts and tears in
vinyl and leather upholstery of theatre
seats, lobby furniture, etc. When in place,
the tape is not affected by hot or cold
water, soap, steam, detergents, alcohol, oil.
grease and many solvents and acids. It is
said to withstand temperatures from 80
below zero to 400" above. The average rip
repair costs about a nickel for material and
takes about one minute to apply. The tape
stops rips from spreading and makes a permanent
repair which should last as long as
l480tLICHANAN
SEND FOR FREE
LITERATURE
SEATING
COMPANY
CRANO HAf lOS. MICH.
30 The MODERN THEATRE SECTION

CONDENSED INDEX OF PRODUCTS
Page
ATTRACTION BOARDS AND
LETTERS
Bevelite Mfg. Co 19
Wagner Sign Service, Inc 13
BUTTER CUPS FOR POPCORN
Supurdisplay, Inc.,
Server Sales, Inc 26
BUTTER SERVERS
Supurdisplay, Inc.,
Server Sales, Inc 26
CANDY
Reese Candy Co 16
Switzer Licorice Co 14
CARBON SAVERS
Cali Products Co 28
CARRY-OUT TRAYS
Theatre Candy Co., Inc 15
COFFEE DISPENSERS
Steel Products Co 15
DEODORANTS
C. B. Dolge Co 29
DRINKS, SOFT
Dr Pepper Co 5
Crush, International, Inc., Div.
Beverages International, Inc 7
Pepsi-Cola Co 2
Royal Crown Cola Co 11
DRIVE-IN THEATRE EQUIPMENT
North American Philips Co 21
Selby Industries, Inc 20
FILM CEMENT
Fisher Mfg. Co 16
FIREWORKS DISPLAY
Liberty Display Fireworks
Co.. Inc 29
GLASS & CHROME CLEANER
Kinner Products Co 16
ICE CREAM MERCHANDISERS
Bally Case & Cooler, Inc 15
IN-CAR SPEAKER RECONING
Western Electronics 28
NOVELTY PRIZES
Berny Novelty Co.. Inc 15
PAINT FOR DRIVE-IN SCREENS
Selby Industries. Inc 20
PEANUTS
Planters Peanuts. Div. of
Standard Brands, Inc 17
POPCORN EQUIPMENT AND
SUPPLIES
Manley. Inc 15
Speed Scoop 14
PROJECTION ARC LAMPS
C. S. Ashcraft Mfg. Co 28
Strong Electric Corp 3
PROJECTION LENSES
Kollmorgen Corp 27
PROJECTORS
Ballantyne Inst. & Elect 23
North American Philips Co 21
RECTIFIERS
Ashcraft Mfg. Co., C. S 28
BOXOFnCE :: March 9, 1964
REFLECTORS
Page
Heyer-Shultz. Inc 27
Strong Electric Corp 22
SEATING. HARDTOPS
Irwin Seating Co 30
SNOW CONE EQUIPMENT
Samuel Bert Mfg. Co 16
THEATRE EQUIPMENT. LEASING
Ballantyne Inst. & Elect., Inc 23
THEATRE EQUIPMENT & SUPPLIES
National Theatre Supply Co 27
TOILET PLUNGERS
Page
Toilaflex, Stevens-Burt Co 30
TOWERS. WINGS, PENCE,
SPEAKER POSTS, BOX-
OFFICES, TRAFFIC RAIL
Selby Industries, Inc 20
TRANSISTORIZED SOUND
Ballantyne Inst. & Elect., Inc 23
XENON LAMPS & POWER
SUPPLIES
XeTRON Div., Carbons, Inc 18
Clip and Mail Tliis Postage-Free Coupon Today
FOR MORE INFORMATION
This form is designed to help you get more information on products and services
advertised in this issue of The Modern Theatre Section or described in the "New
Equipment and Developments" and "Literature" and news pages. Check: The advertisements
or the items on which you want more information. Then: Fill in your
name, address, etc., in the space provided on the reverse side, fold as indicated,
staple or tape closed, and mail. No postage stamp needed.
ALPHABETICAL INDEX OF ADVERTISERS, Issue of March 9, 1964
Page
n Ashcraft Mfg. Co., C. S 28
D Bollantyne Inst. & Elect., Inc 23
n Bert Mfg. Co., Samuel 16
D Berny Novelty Co 15
D Bevelite Mfg. Co 19
n Call Products Co 28
n Crush International, Inc., Div of Beverages
International, Inc 7
n Dolge Co., C. B 29
D Dr Pepper Co 5
n Fisher Mfg. Co 16
D Heyer-Shultz, Inc 27
n Irwin Seating Co 30
n Kinner Products Co 16
n Kollmorgen Corp 27
n Liberty Display Fireworks Co, Inc 29
D Monley, Inc 15
Solld-Stote Power Supplies
NEW EQUIPMENT and DEVELOPMENTS
Page
for Xenon Arc Lamps 28
n Complete Line of Endless Carbons 28
D Gloss and Brass Theatre Slides 28
New Theotre Progroms
Sell One Big Film 29
n Screws Keep Chongeable
Letters From Turning 29
Page
n National Theatre Supply Co 27
D North American Philips Co 21
n Pepsi-Cola Co 2
n Planters Peanuts, Div. of Standard
Brands, Inc 17
n Reese Condy Co 16
n Royal Crown Cola Co 11
n Selby Industries, Inc 20
n Speed Scoop 14
n Steel Products Co 15
n Strong Electric Corp 3, 22
O Supurdisploy, Inc., Server Sales, Inc 26
n Switzer Licorice Co 14
n Theatre Candy Co., Inc 15
Wagner Sign Service, Inc 13
n Western Electronics 28
n XeTRON Div., Inc., Div. of Carbons, Inc. 18
Page
n Twin Package of Licorice
... 29
n Three-Drink Fountain Dispenser
From Coca-Colo 29
D Ten -Selection, Two-Price Candy Vender .. 30
n Rip Repair Tape for
Mending Upholstery 30
Coin Purse an Attractive Giveaway 30
OTHER NEWS of PRODUCTS and EQUIPMENT
Page
D New Strong Arc Lamphouse ond
Associated Rectifier Equipment 27

|
;
|
i
j
about PEOPLE / and PRODUCT
New Lamps in Detroit House
Miss Pauline Krauss who laid been bookkeeper
for The Knclsley Electric Co. for 16
years died February 21 after a brief Illness.
ulumnu.s. IS cluurman ol the
current alumni fund campaiKn
university's
Clarence L, A. Wynd, vice-president,
imd Gfrald B. Zornow, vice-president for
marketing, of the Eastman Kodak Co..
were elected to the board of trustees of the
University of Rochester in New York. Both
men are directors and members of the executive
committee of Kodak. Wynd has
served as chairman of the advisory committee
for the university's department of
chemical engineering and Zornow. an
David W. Smerlinc has been elected a
vice-president of the ABC Vending Corp.
He is also vice-president of the company's
Confection Cabinet Division. Chicago, and
a member of the board of directors of the
parent corporation. For .several years he
was assistant to his father, the late Manuel
Smerling. one of the founders of Confection
Cabinet's predecessor company which
owned and operated food-beverage concessions
in more than '2.000 motion picture
BOXOFFICE MODERN THEATRE:
Send me more information about the products and articles checked on
ibe reverse side of this coupon.
Name
Theatre or Circuit..
Seating or Car Capacity..
Position..
The Adams Theatre in Detroit, Mich., was amortg (he
first theatres to install the new Strong Futura projection
arc lamps. Walter L. Rickens, Local 199
lATSE and MPO, is shown operating one ol them.
theatres in the midwest. Upon the death
of his father last year. Smerling assumed
management of Confection Cabinet's midwest
territory. Confection Cabinet merged
with ABC Vending in 1957.
Street Number .
City.. Zone Stote..
* Fold olong this line with BOXOFFICE address out. Staple or tape closed.
HAVE YOU MADE ANY IMPROVEMENTS LATELY?
We'd like to know about them and so would your fellow exhibitors.
If you've installed new equipment or made other improvements in your
theatre, send us the details—with photos, if possible. Or if you have
any tips on how to handle some phase of theatre operations, concessions
sales, etc.— faster, easier or better— let other showmen in on them. Send
this
material to:
The Editor
MODERN THEATRE
jk Fold along this line with BOXOFFICE oddreis out Staple or tooe closed
BUSINESS REPLY ENVELOPE
Firjt Clou Permtl No. 874 - Section 34.9 PLiR - Koraot City, Mo.
Dr Pepper Co. reported 1963 earnings
after taxes at a new high. $1,409,973 as
compared to $969,227 in 1962—up 45 per
cent over last year. Per share earnings for
1963. also reached a new high at SI.95 compared
with $1.35 in 1962. an increase o(
44 per cent for the year. Number of shares
outstanding increased during the year
from 717.638 in 1962 to 721.365 as of record
December 31, 1963.
•1963 was Dr Pepper's greatest growth
year." stated Wesby R. Parker, chairman
and president of the firm. He said the
company experienced sharp gains in all
j
1
areas of operations including both sales
and earnings. Net sales were up 25 per
cent over 1962 and national syrup gallonj
'.
age In 1963 was more than 18 per cent
ahead of the previous year. "Sales momentum
which marked Dr Pepper progress
,
last year is continuing. " said Parker, "Jan- i
uaiT starting off with a 17 per cent gain
over the same month last year."
i
Consolidated sales of Eastman Kodak
Co.'s U.S. units last year reached $1,106,-
670.760. about 5 per cent above the $1,056.-
072.473 of 1962.
Net earnings were $144,428,503. about 3
per cent above the 1962 total of $140,342.-
438 The earnings were equal to $3.75 per
J
common share against $3.64 in 1962. based (
on the 38.382,246 shares outstanding at the
year-end. Net earnings were 13.1 per cent
of sales in 1963. compared with 13.3 per I
cent in 1962.
BOXOFFICE-MODERN THEATRE
825 Van Brunt Blvd.
KANSAS CITY 24.
_ •^iiir rir\r> rM i^
MO
Motion picture laboratory equipment /
will be shown during the 95th technical I
conference of the Society of Motion Picture .
and Television Engineers, April 13-16, at i
the Ambassador Hotel, Los Angeles.
j
The MODERN THEATRE SECTION

! I
'
V ADLINES & EXPLOITIPS
• ALPHABETICAL
INDEX
• EXHIBITOR HAS HIS SAY
• FEATURE RELEASE CHART
• FEATURE REVIEW DIGEST
• SHORTS RELEASE CHART
• SHORT SUBJECT REVIEWS
• REVIEWS OF FEATURES
• SHOWMANDISING IDEAS
THE GUIDE TO i BETTER BOOKING AND B U S I N E S S - B U I L D I N G
New Faces Contest
Won by Bob Walker
The coveted New Faces award of the Detroit
Free Press goes this year to Robert
Walker as most likely star among the
younger names. The runners-up in the
New Faces . . . Going Places contest were
Peter O'Toole and Patty Duke.
The Fi-ee Press has injn this series about
ten years, carrying some 20 pictures of
carefully selected young actors with biographies
in a daily series in midwinter. Ballots
are then printed in the paper a year
later and a public poll is taken to select
the most promising of these actors on the
basis of a year's special attention to their
records. Walker, son of the well known
star of the same name, has worked for
20th-Fox and MGM and is in the forthcoming
Warner release. "Eirsign Pulver."
The management of the contest is handled
by United Detroit Theatres through
Marie Meyer, advertising
and public relations
director.
The New Faces—Going Places promotion
is exploited in the major United Detroit
theatres with large displays in the lobbies,
which are made up of photos of all the
young stars seeking to gain popularity and
fortune in motion pictures. Other displays
have featured former contestants in the
UDT-Detroit Free Press public competi-
. .
tion.
The New Faces . Going Places contest
has proven to be a holder of public interest
which is valuable both to the sponsoring
newspapers and the theatre industry.
Dollar Bill Stunt Is
Test of Public Honesty
Ralph Mann, manager for Fred T. Mc-
Lendon Theatres in Andalusia. Ala., tells
of a "little small exploitation" he used
several years ago successfully, and recently
repeated it "For Love or Money."
He placed a show card with a dollar
bill attached on the OUTSIDE glass of
the boxoffice and let it remain there day
and night, even when the theatre was
closed. The copy on the card:
The Seventh Commandment says:
"THOU SHALL NOT STEAL.
Is Your Greatest Desire, Love of
Right or "Love of Money"?
We Believe Everyone Is Honest . . .
Therefore We Test This Belief.
Small copy beside the dollar bill stated
that it was outside the window. Mann said
he used the stunt on a picture back in
1952 and the dollar bill stayed on the outside
of the boxoffice 18 days before it finally
was "removed by a party or parties unknown"!
BOXOFHCE Showmandiaer Mar. 9, 1964
Mad Machine^ Stunt With Psychological
Twist, Lets Patrons Work Off Troubles
Working out their frustrations. Four scenes snapped at the Skyvue Drive-ln at Manhattan, Kas., as
customers "reduced their troubles" to nothing on Manager John Cochran's Mod Machine! All went tor
the stunt— from a heavyweight like at left, a pregnont woman in lower center, to a child, ot right.
An interesting promotion, based as it is
on a bit of practical psychology, increased
business at a drive-in. $100 over average
Wednesday nights while it lasted, according
to John Cochran, manager of the
Skyvue at Manhattan. Kas.
Cochran forwards the stunt to Showmandiser
so that other managers may put
it down on their lists of things to do the
coming season.
He calls the promotion "the Skyvue Drivein
Mad Machine." He obtained an old car
from a salvage yard at no cost. Then he
advertised around by radio, by newspaper
and otherwise for everyone to come out and
take five swings with a ten-pound sledge
hammer at the car—hit it any place!
The old car was placed near the concession
stand. Cochran opened early to
give everyone a chance at the destruction
bit. And it helped his concession sales.
A regular nail hammer was available
for children "to help reduce their troubles
to rubble, too."
The banging was limited to before the
evening's show and during the concession
break. Following is some of the newspaper
and radio copy he used:
Come Out and Have at It,
The Skyvue Has a Mad Machine.
There's No Use Becoming a Nervous
Wreck,
Wreck Our Machine Instead.
If You're Mad at Your Wife or Husband.
The Republicans or Democrats,
Your Boss or Employes,
TAXES!
BILLS!
— 37 —
The Mad Machine Is for You. i
Reduce All Your Troubles to Rubble
On the Skyvue Mad Machine.
|
You'll Get a
Let Yourself
Real Bang
Go to the
Out of It.
Skyvue.
.\nd Don't Go Away Mad!
!
As Cochran says, a drive-in manager
can have some real fun putting on this
promotion.

.
the
!
People Always Are Curious: Construct
Peepbox for Theatre Front for Only $3
Detailed instructions for constructinB a
good peepbox. illustrated herewith, are
forwarded from longtime showman Ralph
B. Mann, manaKer for Fred T. McLencion
Theatres at Andalusia, Ala.
His headquarters are at the Martin Theatre
there, where he built the peepbox as
a promotion for "Beach Party."
The box is 3 feet long and I'a feet high.
1!2 feet wide. One interior end and all
the sides should be blackened. This will
throw light toward the unpainted end
when a 100- watt bulb is wired up at the
bottom of the black end.
An illustration from the pressbook— it
could be a still and a pressbook ad—is
attached on the unpainted end. A hole
about the size of a quarter is bored in the
"peek" end ' one where the light is wired
flM^m
inside I
For copy use your own
Mann used plywood and said his peepbox
was made for $3. Used on a picture
like "Beach Party," it is a great attentiongetter.
It was placed on a table in the
inner lobby a week before playdate and
all dming the run. Mann said young and
old alike stopped to take a peek.
Another gimmick Mann used for "Beach
Party" was a cotton blanket purchased for
98 cents. He imprinted, on both sides, "See
what happens when 10,000 youngsters meet
on 5,000 beach blankets!" The imprinted
blanket was attached to a simple wooden
framework 'like a curtain stretcher) and
displayed for all patrons entering and
leaving the theatre to see.
In daytime during closed hours, it was
moved out front.
Mann took off for a nearby beach and
Only Once In 4 Y*art
* /'^nLlf Do Yow Have The Opportunity
'''limWt
lo Cosh In On A
•^;J jm'9 ' Money-Mokina Event Like IM .
Everything You Need
For A Succeuful Show!
—17^
"22 Easy Ways to Moke Money" ore offered in kit
(orm by Motion Picture Service Co , headquartered in
San Froncisco One of them is hold o "Crozy' Turn
About Loop Year Party" os suggested in the above
reproduction of an MPS Icoflcl Other Motion Picture
Service ideas are fridoy 13 Jinx Show, Marathon
o( Fright, Easter Bunny Ball, Creep-Ramo,
Rocket-Rama, etc A special discount is being offered
on series purchase. Gerald Korski is president
of Motion Picture Service Co.

,
I
«;[(
;.,
,-
Mcmb^n
Fervor Means Money When
Promoting The Cardinal'
Initial
Ads Are Directed to Young People
Another indication that each town presents
its own peculiar problems and that
each locality is a challenge to the individual
showman was recently demonstrated
in the highly successful run of "The Cardinal"
at the Manos Theatre, Monessen, Pa.,
a unit of the Manos circuit operating in
western Pennsylvania and West Virginia.
Many had suggested to manager Ken
Woodward sr.. that he discard entirely the
religious angle of the picture and to attempt
to sensationalize "The Cardinal"
just a bit. However, Woodward had spent
several years in the highly Catholic populated
town and felt this would be foolhardy.
With permission of Joseph F. Bugia, his
general manager. Ken decided to go at it
with all fervor of a "Robe" engagement.
ABSENT 15
YEARS
The veteran showman had just returned
to the Manos circuit organization and was
assigned to his former post at Monessen
after an absence of 15 years.
Val Gerhart. one of the section's leading
radio names at station WESA, was enlisted
in the campaign and demonstrated
conclusively that a proper "on-the-air"
handling can mean money at the boxoffice.
Gerhart announced on the air that he had
seen "The Cardinal" and was so impressed
with the picture that he had prevailed
on the theatre management to present
him 100 passes good for two each. To
the first 100 of his listeners who mailed him
a card or letter and requested same, a pass
good for two at a special screening to be
held the following Friday morning would
be mailed.
In the next morning's mail Val received
not only his requested 100 letters but several
hundred more. He was forced to allot
them according to the postmark. Of course,
in telling of the contest Gerhart constantly
plugged the quality of the picture.
In the meantime, the theatre manager had
contacted Catholic churches in the district
with a special invitation to all nuns to
attend the special Friday screening. By a
lucky break, there was no school on that
particular Friday and the nuns were free
to come—and come they did.
REFRESHMENTS SERVED
To the screening let out. Manager
Woodward had arranged with one of the
adult women leaders of the Girl Scouts to
serve all those present with coffee, doughnuts
and cookies. This capable lady. Mrs.
Doty of Monessen. was so busy ser\'ing that
she had two urns of coffee going and had
to call other women of the Girl Scouts for
help. The Monessen fire department did its
bit by furnishing its large coffee-making
equipment.
At this infoi-mal get-together after the
screening, radio man Gerhart made a number
of tape interviews. These were used
the day before the opening and on open-
Reproduced
at top is
the day before
opening ad on
'The Cardinal,"
which
over
passes
the
religious
angle.
Similarly,
the opening day
ad
the
stressed
drama
and
the stars
in the picture.
Ken
Then
Manager
Woodward,
Monessen,
Pa.,
went all out
on the
religious
theme
as in the
bottom
the
Each
ad.
of
display
odvertisements
were
four
columns wide.
Tomorrow! The Year's Most-talked About Motion Picture!
.S'o« Al B'iulir Prlrci' lli-I' In tl'i t nil Fojd-'ili..- \-r.i',n . . . ( ..rrijjlM' [nU.-I ,„ t- -• Peno.inon
PBOIULV PR .if.MtD B^ THE ^^^^^^^l^^ ^ 9H0V\PI \( 1 ul THL Mi-iS \ M I FT
tOOOBS OPBi' AT 1 V-^A-i
ing day 30 times over WESA, worked in
with extracts from the radio spot discs
furnished by Columbia.
For the run of "The Cardinal" Woodward
obtained a special stereo disc, "Conquerors
of the Age5," to use as an overtui-e
for a period of five minutes before the start
of the picture at each performance. While
the disc might not be typically reUgious in
nature, the effect was good with the
mighty peal of trumpets and the roll of
drums. As Woodward remarked. "One patron
told me he thought he was going to
see 'The Robe' all over again." Be that as
it may, the overture put the patrons in a
most receptive mood and when "The Cardinal"
flashed on the screen the audience was
half sold.
APPE.4L TO YOUNG PEOPLE
Another important facet of Woodward's
Monessen campaign on "The Cardinal"
was the careful revision of the pressbook
ad mats and the proper timing of insertion.
A four-column ad was used the day before
opening which purposely avoided the
religious angle to attract the younger
moviegoer by headlining Romy Schneider
and Carol Lynley. Oscar possibilities
were also indicated. The ad on opening
day also played heavily on the cast.
Then in
another ad used on the Saturday
following the Wednesday opening.
Woodward went all-out on the religious
BOXOFFICE Showmondiser Mar. 9, 1964 — 39 —
tDOOBS 0I'£^' AT Ills P.M.)
angle—depending on the talk it would
create in the churches on Sunday. It was
felt the background of this ad might encourage
members of the clergy to give "The
Cardinal" favorable mention on Sunday
morning.
Ken still believes in the old saying of
show business— "It's not what you do, it's
how you do it," and feels that when you
have an outstanding Catholic picture you
should give it the works—particularly
when your population is 75 per cent
Catholic.
Thousands Enter
'Pic a Pic' Conlesl
A two-month "Pic-A-Pic" contest, in
which entrants were invited to stop at the
RKO Orpheum Theatre in New Orleans
and check a list of 25 forthcoming attractions
listed on a giant board in the lobby,
then write a letter, in 25 words or less,
on the film he or she would like to see,
and why, attracted thousands of contestants.
The prizes were topped by a 1964 convertible
and a roundtrip for two to London,
both promoted.
The giant lobby board also explained
full details of the contest.
Asa Booksh is RKO Orpheum manager.

—
Stunt for Rag Day
Tlific nearly always is something going
on at colleges—sports parades, rag
days, etc., which often give a theatre
manager an opportunity for added promotion.
M. J. Spark.s. manager of the
Plaza in Dudley, England, noted the
Dudley Training College was observing
Rag Day on the Saturday during his
•Spartacus" playdate, and approached
the students on using his Roman chariot
in their Rag Day procession. They
thought it was a fine idea and provided
seven students, .some of them in ancient
Roman attire, to accompany the vehicle.
Besides the four students above, a student
charioteer and Vestal Virgin rode
the vehicle and another walked ahead,
clearing the way.
Ben Katz, publicist for Universal ot Chicago, and his
wife arc shown charting with comedienne Phyllis Dillcr
at the 11th annual Saroh Siddons award dinner
honoring Julia Meodc as Chicago's actress ot the year
for her role in "Mory, Mary," held in Guild hall of
the Ambassador West Hotel.
An Independent Distributor Has Answer
4V Aggressive Booking^ Aggressive Selling
Not Blockbusters^ Will Save Day: Ripps
Mike
Ripps
By ALLEN M. WIDEM
M. A. "Mike" Ripps, well equipped to
discuss in detail both exhibition and distribution,
finds the
greatest heartache
facing the film industry
these days is
apathy.
"There seems to be
a spirit abroad in the
land," comments the
president of Cinema
Distributors of America
of Mobile "that
says, in effect, the industry
can move
blithefully along on
its own momentum,
sporadic blockbusters,
generated by the
sufficient in themselves to get and keep
people talking about motion pictures.
"It's not enough to say that the blockbusters
alone will maintain the boxoffice
sales pace which brought this industry its
greatness, stature and dignity. We have to
be realistic to the point where we openly
express concern about sustaining a flow
of attractions, sufficient in quantity and
sparkling in quality to lure more and more
people back into the moviegoing habit."
PL.W SAFES, NOT ENOUGH
Ripps. who operated a chain of theatres
—both hardtops and drive-ins—throughout
the Deep South prior to turning to distribution,
finds an alarming percentage of
exhibitors very much willing to "go along,"
in other words, conform, to the prejudiced
thinking that says, most emphatically, stay
with the tried-and-true pattern and you'll
never get hurt.
Ripps, in Hartford, Conn., to conclude
booking negotiations with drive-in theatre
owner Brooks LeWitt. told a Boxoffice
correspondent that recent CDA releases
such as "I Hate Your Guts"—have demonstrated
to exhibition, both circuit and
independent, that the motion picture given
exploitation i"We don't send pressbooks
we send a man!" admonishes Ripps i on
a sufficiently pentrating level can, indeed,
not only meet boxoffice records but, astonishingly,
smash house gross after house
gross.
AGGRESSIVE SELLING
He's extremely gratified that independent
exhibitors, long the backbone of rural
motion pictures in this country, have
booked CDA releases, and. moreover, have
gone out and sold the films with aggressiveness,
imagination and impact.
"The stunts that have been staged in
various towns, big, little, in-between, are
stunts that can be easily applied to any
city— from 8.000.000 to 800. The numbeiof
citizenry Isn't important as much as
the sincerity and follow-through in selling
the picture. A showman, by no stretch of
the imagination, should ever attempt to
push a motion picture with stunts that
have no application to the primary premise
involved. This is fakery and not to be condoned."
Ripps recalled a conversation with the
late Mike Todd. "He told me, right here In
Hartford, that the secret of success is in
the selling, not in the situation. He meant,
of course, that the most palatial playhouse
can't draw beans if it's not sold. The
same applies, certainly, to the motion picture,
the stuff on our shelves."
BE GENTLEMEN!
Ripps contends that the exhibitor who's
found good boxoffice gold in booking an
independent release should be a gentleman
—and show'man—enough to be willing to
book more from the same independent
distributor.
"The situation is summed up very swiftly,
surely, succinctly: If the dependent
distributor isn't given enough encouragement
with his entire output, why, inevitably,
he has to retrench, and I'm afraid
that in the process, we emerge into an
empty era of water-down production patterns.
The independent can contribute
markedly, but he needs encouragement,
the encouragement attainable solely
through boxoffice performance."
CDA releasing schedule includes a sciencc-fiction-horror
drama, "The Flesheaters,
"
Morley.
starring Hartford's own Rita Gann
'Sword' Four Weeks
On Extra Promotion
Some extra promotion effort for the
booking of "Sword and the Stone" at Albuquerque's
1000-seat Hiland Theatre
helped provide a solid four weeks of business.
Promotions included kiddie contests on
two different afternoon moppet shows on
television statiom KOAT and KGGM for
a full four weeks in advance of the opening.
A series of products tied in with
the film nationally were given to lucky
children who won a variety of contests.
Participating firms donated the prizes,
liberally tagged with the title of the film.
In addition. Safeway Stores, which has
1 1 supermarkets in Albuquerque, sponsored
the pressbook grocery promotion. TV station
plugs were carried daily for four
w'ceks. five days a week on both stations
on the Uncle Roy and Captain Billy programs.
Manager Lou Avollo handled the campaign.
Woodrow R Prought, president of United Detroit
Theatres (seated), looks over press moterial on "The
Foil of the Roman Empire" with Thomas F. Daunc,
Paramount manager at Detroit, following signing of
the contract to present the film on a roadshow policy
ot Detroit's Modison Theotre
Gsmedy in
Twin Bills
Comedy double bills featured the February
schedule of films at the Clark Theatre
in Chicago. Among the comedies were
Tunnel of Love, Horizontal Lieutenant. To
Catch a Thief and Rally Round the Flag,
Boys.
— 40 BOXOFFICE Showmondiser Mar. 9, 1964

—
B O X o r F I C E 6 O O KING V I D E
An interpretive analysis of lay and trodepreu r«viewi. Runnina Hme is In par«ntti««s. The plus and
minus signs indicate degree or merit. Listings cover current reviews, updated regularly. This department
olso serves as an ALPHABETICAL INDEX to feature releases. © is for CinemoScope; V VistoVisionf)
Panavision; iX Techniromo; s Other anomorphic processes. Symbol O denotes BOXOFFICE Blue Ribboii
Award; © color photography. Legion of Decency (LOO) rotings: A1— Unobjectionable for General Potronage;
A2— Unobjectionable for Adults or Adolescents; A3— Unobjectionable for Adults; A4 Morolly
Unobjectionable for Adults, with Reservations; B—Objectionable in Part for oil; C—Condemned For
listings by company in the order of release, see FEATURE CHART.
i^EVIEW DIGEST
AND ALPHABETICAL INDEX
t: Very Good; -r Good; — Foir; — Poor; = Very Poor. In the summary t^ is rated 2 pluses, = as 2 minuses.
•
a. P oc I- o ob£ Ij
2789 Act One (110) Bio Dr WB 12-23-63 A2
2800 Affair of the Skin. An (102) Dr .Zenith 2-10-64 C
2767 All the Way Home (103) Dr Pin 9-30-£3 A2
27S7 OAlone Aoiinst Rome
(100) Rom Spec Pjrtde 12-16-63
2792 America America (174) Dr WB 1- 6-64 A3
2803 ... And Suddenly It's Murder
(90) C Royal 2-24-64 A2
Any Number Can Win (116)
Ad»-Dr HGM 10-28-63
—B
QBallad of a Hussar, Tht
(94) Operetta Artkino 7-29-63
2750 Bin Risk, The (lU) . .Susp-Dr UA 7-22-63 A3
2792 Billy Liar (96) © Com Dr Conf I 1- 6-64 A3
2779 O Blood Feast (71)
Ho Dr Boxoffice Spec ll-lS-63
2804 Brass Bottle^ The (89) Com Fant Univ 2-24-64 Al
2764 Burning Court, The (102)
Drama Tran»-Lux 9-16-63 A2
8

Good,
REVIEW DIGEST
\N0 ALPHABETICAL INDEX Very Good,
'
Fait; Poor; Veiy Root. In the summary is rated 2 pluses, OS 2 minuses
t. g

AMERICAN
C.
.
.
.
.
Feature productions by compony in order ot release. Running time is in parentheses. ^ Is for CinemoScope;
® VistaVision; (g) Ponovision; (j Techniromo; s^ Other onomorphic processes. Symbol i.3 denotes BOXOFFICE
Blue Ribbon Award; Q Color Photography. Letters ond combinotions thereof indicate story type—(Complete
key on next page). For review dotes and Picture Guide page numbers, see REVIEW DIGEST.
^EATURE
ALLIED ARTISTS ^t
I
©The Gun Hawk (91) Ac. .6306
liOry Calhnuil. Kud Cinlerori.
Riila I.ee, Hod L:iiirt'n
Cry of Battle (99) D .6307
Van lleflln, Klla Moreno.
James MacArthur
Sliock Corridor (101) ... D.. 6305
Peter Brwk, Con-Stance Towers.
One I'^ans. .lames Best
©Gunfight at Comanche
Creek (90) W..6309
Aiidie Miiriihy. Colleen Miller
Soldier in the Rain (gTi/j) CD. .6401
.lackk- (ilrason, Steve .McQueen.
'Piifday Weld. Tom Pn.'iinn
(Pre-release eng.igemenls only)
Life In Danoer (63) . .Susp. .6310
Derrin Nosbitt, Julie IloiiMns
Soldier in the Rain
(General release-Sec November)
War Is Hell (81) D..6308
ToDy Hussell. liaj-nes Barroli.
Judy DaD
INTL BUENA VISTA
©Beach Parly (100) tor! Fnsler. Philip C.irev
Warlords of Space ^....SF.
Mary Poppins F.
Jiille Andrews. Dick Van Dyke
©Three Lives of
Thomasina (97) Ac. 151
Patrick McGoohan. Susan Rtrapshire
Moon-Spinners
Haylcy Mills
Congo Vivo Ad
Jean Seberg. Gabrlele FrezetU
Lilith 0.
W.irren Bestty. Jean Seberg
The Love Goddesses Anth
The Worlds Greatest
Swindles (. ) Com D
International Cast
Omicron (. .) . .
Renato Salvatori
Com 0.
BOXOFFICE BookinGuide :: March 9. 1964

cATURE
IF
CHART
Th« k«y to leH«rt and comblnoHont Hier*«f Indlcottng ttory typ«: (Ad) Advafitur* Drama; (Ac) Aetlcn
Drama; An) A nJmofad- Action; (C) Comedy; (CD) Comodv-Dramo; (Cr) Crimo Droma; (DM) Drama
with Muilc; (Doc) Documentary; (Dr) Drama; (F) Fantaiy; (Ho) Horror Dromo; (HI) Hlftoricol Drama; (M) Musical
(My) Mystory; (OD) Outdoor Drama (S) Spectacle; (SF) Science-Fiction; (W) Weetern.
EMBASSY e 5-

BOXOFFICE BookinGuide :: March 9, 1964 9
i
Feb
Oct
.
.
. Mar
Mar
. July
FEATURE
CHAR
UNIVERSAL
QThe Thrill of It All
(108) C..6316
Doris Day, James Qarner,
Arlene Krancls, Edw. Andrews
The Traitors (71) D..6317
Patrick Allen, James M&xvell,
Freud: Tlie Secret Passion
(formerly titled Freud)
(120) D..6301
Montgomery ditt. Susannab York,
((ieneral release)
QKiss of the Vampire
(88) Ho. 6318
Clifford Brans, Jennifer Daniels.
Edward De Soiiza
©For Love of Money (108) C. .6319
Kirk Douglas, Mltzl Oaynor,
dig Young, Thelma RItter
®Ch»ide (120) . . .
(B .MyC. .6401
Ory Grant, Audrey Hepburn.
Walter Matthau, James Coburn
Young and Willino ara Windsor
Heavens Above (117) . . C Jun 63
.
Peter Sellers, Cecil Parker. Brock
Peters
The Face of War (105) Doc Nov 63
Just Once More (78) Melo. Aug 63
LI11I Bergman. Gosta Ekman
Nurse on Wheels (86) C. Nov 63
Juliet Mlll ll.irns. Loub SIrgo
PACEMAKER PICTURES
QFire in the Flesh
(80) MeloDr.. Jul 63
CluiiUlne Dupuls. Erno Crisa
PARADE RELEASING ORG.
©Cavalry Command
(84) Ad.. Oct 63
John Agar. Richard Arlen, Myron
Healy
©Ballad of a Gunfighter
(84) Ad. .Sep 63
Marty Itobblns
Shell Shock (84) Drama Jan 64
Beach Dickerson. Carl Crow.
PROMINENT FILMS
Macbeth (120) D. Oct 63
M.-iiiilce Evans. Judith Anderson
RANK-ZENITH
No, My Darling Daughter!
(96) Com. Feb 64
Mii-h.i.l Ki-iteraie. Miohiel Craig
RIVIERA PRODUCTIONS
©The Starfighters (81) Jan 64
ROYAL FILMS INT'L
The Steppe (..) Dr.. Oct 63
Charles Vanel. Marina Vlady
The Reluctant Saint (105).. CD..
Maximilian Schell. RIcardo .Munlalban
The Hunchback of Rome
(84) MeloDr. .No»6a
Gerald Blaln. Anna .Maria Fcrrero
©Love on a Pillow
(102) © Dr.. Jan 64
Brlgltte Bardot. Robert llosseln
© .
. . And Suddenly It's Murder
(90) © Com, Feb 64
Vittcirio Ga.^sraan. Silvana Mangano
SEVEN ARTS
Small World of Sammy
Lee (105) Aug 63
Anthony Newley. Julia Foster
©The Giant of Metropolis
(92) Sc F Sep 63
(Gordon Mitchell. Bella Corlez
©The Invincible Glad'ator
(96) Adv.. Sep 63
Richard HarrUon. Isabelle Corey
SHAWN INTERNATIONAL
Greenwich Village Story
(95) D July 63
Robert llogan. Mellnda Plant
Night Encounter
(80) War Dr. .Jan 64
Marina Vlady. Robert Hosseln
TIMES FILM
V, dated Paradise
(67) Doc. July 63
.Narration: Tliomag L, Itow. Paulette
Glr,ird
Violent Midnight (90) Mys..May63
Lee Phillips. Shepperd Strudwtei
TOPAZ FILMS
Atom Age Vampire (87) Ho. Jun 63
Albert Liipo. Susanne Loret
©Battle of the Worlds
(84) SF..Jun63
riaiHle Italns. Bill Carter
TRANSOCEAN FILMS
Ordered to Love (82) D. Aug 63
Maria Perschy, Harry Meyen
TRANS-LUX
The Burning Court (102)
.
. . . Aug 63
Nadia Tiller. Jean-Claude Brialy
ULTRA PICTURES
©Two Nights With CItopatra
(..) ® Com. .Jun 63
Sophia l.flren. Alberto Sordl
Love on the Riviera
) Com Dr Aug 63
( .
.
Marcello .Mastroianni.
. .
.Mberto SonU
UMPO
.
. .
Double Deception
(101) My.. Jul 63
Jiripies Itlherolles, Alice Kessler,
Kessler
F.'len
UNION
The Break (80) Adv.. Sep 63
Tony Britton, William Lucas
The Playgirl and the War
Minister (90) . .Comedy. .No< 63
Ian Carmlchael. Joan Greenwood
©The Mouse on the Moon
The Laugh Makers (80) Com. Nov 63
(82) Com.. Jun 63 Bine Crosby. Bob Hope
Margaret Rutherford. Terry-Tbom.is The Sound of
MEDALLION
Laughter (75) Dec 63
QAIone Against Rome
Ml St.ir Comedy
(100) -? Dec 63 WESTFIELD PRODUCTIONS
Ro^sana Podesta. Jeffries Lang ©Playgirls International
©The Witch's Curse
(71) Doc. .Dec 63
(95) Dr..
Nov 63
Traynor
(78)
Kirk
fi
Morris. Helene
D . .
Cbannel
n.^Mv Andrew-v,
WOOLNER
Eileen
BROS.
Ludmtlla Tcherlna. Anthony Steele Tbe Wastrel (84) D.. Mar 64 Edgar Allan Poe's Castic of
EVE PRODUCTIONS
V.an Heflln. Ellie Lambettl
Death (91) Ho. .Apr 64
©Europe in the Raw
©The Avenger (108) t D 64 Barbara S'eele. George Riviere
(70) Novelty. Nov S3 Steio Reeves. Cupla Marlicr
©Hercules in the Haunted
FAIRWAY INT^ FILMS
©Duel of Champions
World (89) t Apr 64
The Sadist (84) Ac. Jul 63 (..) If- D. May 64 (TirlstoDher Lee. Reg Parks
Arch Hall Jr. Helen Hovey
Alan L.idd
ZENITH
©The Incredibly Strange Creatures ©Invasion 1700 ( )

-UidniDla
Martin
Jean
. . 8-
.
.
.retrr
.Tatlana
.Larlaaa
Margarita
ARGENTINA
Rf»ifw
. Hand in the Trap (90) S-63
lAngcl) ..na* Daniel, rnncbeo
llaUl
A Stranger Knocks (81).. 4-22-63
(Transitu) ..Blrgltlc Federplel
Young Love (80) 3-2S-63
(fccKislif iMfli lN.t.>r Wivkstrooi.
Til Ista
FRANCE
Army Game. The (87) 5-27-63
(SH)..C. lie TUUere. Hlcet-
Itarrler
Candide (90) 2-18-63
(I'nlon) . -Jc.'in Pterre Caasel,
I' erre Brasseur. Dahlia LatI,
Nadla Qnj
Cross of the Liiing (90) . . 4-22-63
(Carl)— Karl Boehm. Pascale Petit
Dev I iuii) the Ten Commandments.
The (120) 12-23-63
(I'nkini . Alain Delon, Danielle
Darrleux
Julie the Redhead (96) .. 12-23-63
(.siLinn infl) . .Pa«ale Petit.
Iianld Celln
La Pouoee (90) ll-U-63
(LloLirearita Volodina, Bori.s .Andreyev.
Vyacheslav Tikohonov. \'sevolod Sanayev.
JO BOXOFFICE BookinGuide March 9. 1964

Opinions on Current Productions
^EATURE REVIEWS
Symbol O denolei color; © CinemoScope; ® VIstoVision; ® Techniroma; ® other onomorphic processes. For sfory synopsis on coch picture, see reverse side.
Cousins
Ratio: Comedy With Music
Kissin
2.35-1 P ©
MGM (422) Rel. Apr. '64
Some of Elvis Presley's fans may find this rustic romp
of the Despatch variety a little too corny for them
but will also find his dual role intriguing, and 11 new
songs in it make a selling point. The film started out
pretty well with Elvis as a young Air Force officer given
the tough assignment of getting a hillbilly cousin to
sign a lease for a missile site on his mountain. From
then on the shenanigans begin and in one scene when
Glenda Farrell as Maw Tatum stirs the moonshine mash
and sings a doleful ditty accompanied by a lugubrious,
old houn'dawg, because Paw's lost, things get out of hand
under Gene Nelson's direction. He was also responsible
for the screenplay with Gerald Drayson Adams, and Sam
Katzman produced. The antics of the Kittyhawks, man-
.starved girls from a neighboring valley who capture
members of the patrol and drag them into the bushes,
add a type of backwoods humor that may stir up censorship
in some situations. Since the swivel-hipped star
appeals mostly to teenagers, the only thing that can save
it from criticism is that its comedy is of the farce variety.
When dealing with the absurd, it is hard to take any of
the happenings seriously. Pamela Austin and Yvonne
Craig are the attractive feminine leads.
Elvis Presley, Pamela Austin, Yvonne Craig, Arthur
O'Connell, Glenda Farrell, Jack Albertson.
Paris Pick-Up
Paramount I
)

1
'lATURE REVIEWS Story Synopsis, Exploitips, Adiines for Newspaper and Programs

'
Boxofhce,
. Twin
'
I Exclusive
Complete
population
Canada.
ITES: 20c per word, minimum 52.00, cash with copy. Four consecutive insertions for price
three. CLOSING DATE: Monday noon preceding publication date. Send copy and
answers to Box Numbers to BOXOFFICE. 825 Van Brunt Blvd., Kansas City 24, Mo. •
HELP WANTED
Theatre mcmagersi Experienced, agesaive,
promotion-minded, needed for
loli and large situations with large
,rcuit in Western Pennsylvania. Good
tuie assured for right man. Send resume
ving age, experience and references
9825.
Young, aggressive manager who is
,avy on promotions, needed by exmding
theatre circuit. New York City
[ea. Must be good, all around man whose
iclcground can stand a check. Will conrier
a man presently working as on aslilant
who feels he knows the business.
p salary offered. Write: Carl Marshal,
emier Theatre, 505 Sutter Ave., Brook-
^. New York, 11207.
Advance agenti Book drive-in attraction.
ist be unattached, tree to travel anylere.
Top appearance, salesmanship.
10.00 per weelc draw, plus percentages.
sh resume, KIRMA, Box 68, Tice, Fla.
kkmager wanted for small town in
jtbeast Missouri. YeOr round, indoor
d drive-in. Send age, experience, refmces
and photo to Mr. Ron Krueger,
jhrenberg Circuit, 2741 Cherokee, St.
Liis Mo. 63118-
tolesmon: Sensational animated signs
theatre marquees etc. Immediate high
ninissions. Write : National Outdoor
imated Signs, P. O. Box 631 , State
liege, Penna.
^a»» growing Southeastern theatre cirt
needs three publicity-minded manag-
. Send complete information, photo,
ary required and references to: Box
97, Brooksville, Florida.
*rdectioiiist and general
aay job tor a good, sober,
utility man.
reliable man
,e to work into all phases of indoor and
door theatre operations. Minnesota,
e 21 to 40. Send complete resume,
erences, salary requirements and photo
Boxofhce, 9842.
>rire-In manoger. Immediate opening
Wichita, Kansas. Benefits, hospitaliza-
1, bonuses, etc. Population over 260,-
screen operation. Excellent oplunitv
for aggressive showman. Send
ume by mail to: Box 3065, Wichita. All
lies strictly confidential.
ALES REPRESENTATIVESI Outdoor The-
? Advertising Service. Compensation
^.xensurate with obihty. Protected terri-
For details, contact: Romar Vide
pany, Chetek, Wise.
POSITIONS WANTED
lanagerl Family, 40, experienced genmanagement,
drive-in and conven-
Desires top management position
Sial.
h circuit or manager ownership with
ependent. Boxoface, 9831.
[onager, 18 years of experience. Protional
minded, aggressive, hard steady
rter. Interested in first run operation
West Coast only. Boxoffice, 9843.
TAPED INTERMISSION MUSIC
»WVE-IN MANAGERS! ITS DRIVE-IN
aSON AGAIN! Increase your profits by
reasing snack bar sales, entertain your
Irons with the latest up-to-the-minute
^ular music. For over eight years we
je produced the finest weekly pre-show
intermission tapes for progressive
itres from coast to coast. Each tape
"idividually recorded for your specific
tre by a professional voice that
-1 SELLSI Our tapes are guaroni*#».*2
^®*'- Write for free samples:
[MMERCIAL SOUND SERVICE, P. O.
199, Cheyenne, Wyoming.
XOFFICE March 9, 1964
GENERAL EQUIPMENT USED
Simplex E-7 d Ballantyne mechanisms.
W. E. soundheads with 5 point bases
6 amplifier. Strong mogul & Simplex lamphouses

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