Informative Show-A-Rama Session Limited Grossing Theatres Obtain Varied Ideas to KANSAS CITY—The closing session of Show-A-Rama 17. programed Thursday (14) as "Limited Grossing Theatres" might well have been labeled "Small Town Theatres." but under any appellation it proved to be one of the most interesting sessions of the convention at the Crown Center Hotel. There was a dual bill of moderators, Elmer Bills jr.. Salisbury, Mo., and Sterling Bagby, Stockton, Kas., being at the head table. The turn-out quickly over-flowed the room, originally set for about 75 persons, with well over 100 crowding in before the session got under way. UA, 20th-Fox, Columbia Plans A principal interest centered in the special selling plans for theatres in towns of less than 15,000 population, the specific plans of United Artists, 20th Century-Fox and Columbia being discussed. A point made by moderator Bills is that the plans are not automatic, but must be sought by the exhibitor. Those exhibitors present showed mixed reactions to the plans, some being highly in favor, some feeling the benefits were not sufficient to warrant taking on a greater number of releases. Key attention in the session was given to Carl Schwanebeck, Kerr Theatres, Knoxville, Iowa, population 6.000, who reported some revolutionary measures put into the operation, largely as a means of controlling unruly juveniles. The company recently discontinued a lower admission for children at the indoor theatre. The adult admission generally is $1, at times $1.50 for special releases, and has not proved a stopper to youngsters who really want to see the picture. It has stopped most trouble with the juveniles, Schwanebeck reported. As a gesture to the children, the theatre offers a special matinee Saturdays at 50 cents, but this is drawing only light response. Per Car Price Boosts Busine,ss The drive-in theatre was having its problems with grosses dropping steadily with an admission policy based on a per-person rate. That was abandoned, and a per car price of $3 installed, limit six persons per car. This brought up the weekly gross and the concession income 30-40 per cent each, and apparently is the answer as far as Knoxville is concerned. The "limit of six persons per car" is emphasized, as this means only 50 cents per head on a full car. The policy has cut security problems to nearly nothing. There are no more youngsters piling out of car trunks as soon as the car reaches the viewing ramp, no more heads popping up from the floorboard as soon as the car Boost Business passes the cashier, no more climbing over the fence. .'\n unexpected dividend at the limited grossing session came in a report by David Lynnes, owner of the Studio West Movie House, Eau Claire, Wis. Early in 1972 he wanted to open an ice cream parlor there as a business venture, and also considered a motion picture theatre, since he is a fan of old movies. He found a suitable building across the street from the college, set up the ice cream parlor with 40 seats in the front, a mini-theatre with 81 seats in the back. The ice cream parlor has proved a sound business from the beginning, as he offers 34 or 35 flavors of high quality ice cream made for him exclusively by a local dairy. It is particularly popular for parties for youngsters. Lynnes, however, has had to pioneer his way with the theatre, before reaching his present policy of showing X-rated films. In the beginning he played the old movies, all he could pick up. but he found it only moderately profitable. Then he turned to bring-backs of more recent releases, pictures such as "The Godfather" and "Love Story." This was partly at the urging of college students, but proved even worse than the oldies. It was then Lynnes turned to the X- rateds at $3 admissions, and that policy has stuck for more than a year. The authorities have given him moderate interference, but have not been a major threat. Police Check of Juveniles Some interesting sidelights have come out of this operation. The police often check the theatre against any juveniles being present. This always happens at the beginning of the run of a new picture, the officers coming at the begiiming of the feature and not leaving until it is completed. The public utilities also have taken an interest in the theatre. Formerly the gas, light and water meters were checked at the theatre-ice cream parlor in the morning. Now, with a daily matinee, the meter readers come at the beginning of the matinee and somehow contrive to stay through the feature. Show-A-Ramans at the session ask Lynnes if he could describe a typical patron, but he said there is no standard composite. "It includes everybody, 18 'til death, as many over 40 as under 40, several over 70 and many over 65. They request all kinds of porno, some want 'men with men' some want 'women with women,' and there is no pattern of patronage or requests," Lynnes said. It sometimes is especially funny to have a birthday party for five-year-old girls in the ice cream parlor, while the X-rated films, run in the theatre at the same time. Glenn, Weaver Promotions Announced by Paramount BEVHRl Y HILLS. CALIF. — Frank Yablans. president and chief operating officers of Paramount Pictures, at the company's recent international sales conven- Charles O. Glenn Gordon Weaver tion, announced the promotions of Charles O. Glenn and Gordon Weaver. Glenn was appointed vice-president of marketing for Paramount Pictures and Paramount Television, while Weaver was named vice-president in charge of publicity for Paramount Pictures and Paramount Television. Glenn less than three years ago was made vice-president of advertising, publicity and promotion for Paramount after having been director of advertising, a position he attained in May 1970. Before that, Glenn served as Paramount's advertising manager for nearly one year. He previously held advertising posts with W. H. Schneider Advertising and 20th Century-Fox. Weaver had been national director of publicity for Paramount since November 1971. when he came to the company from National General Pictures. He began his film career with MGM in New York and subsequently handled production publicity for MGM in Europe. He later joined Cinema Center Films in New York as executive assistant to the vice-president in charge of worldwide publicity and was CCF's director of advertising and promotion before his NGP affiliation. Upstate Cinema Planning Expansion of Operations ONEONTA, N.Y.—Upstate Cinema Development, based in Oneonta, currently is completing plans for a twin cinema in Herkimer. N.Y. This upstate village has been without a movie house for several years since a former Schine theatre, later operated by Panther and Countrywide, closed and was converted to other use. Herkimer is located in the Mohawk Valley about 15 miles from Utica. N.Y. Upstate Cinema Development is headed by Harold dcGraw of Oneonta and Stephen G. Minasian of Boston, a principal of Esquire Theatres of America, a large circuit operating theatres in several states. The corporation was formed by deGraw and Minasian in 1970 for the building and operation of the Showcase Cinema in Oneonta. Harold deGraw also is the owner of the Oneonta Theatre in that city. It also was announced that plans are under way to convert either the Oneonta Theatre or the Showcase Cinema into a twin. BOXOFFICE :: March 25, 1974
Cinemette Soon to Have More Than 200 Theatres PITTSBURGH — Cinemelte-Associated, a Cinemette subsidiary, now is among the ten largest theatre circuits in the country, according to executives of both organizations which recently merged here when Cinemette, with 106 theatres, purchased the 90 Associated theatres. Total number of houses under the Cinemette wing is 196 and to be added soon are 15 theatres to be opened in Sharon, Greensburg, Scott Township, Beaver Valley and other sites in western Pennsylvania. Ernest Stern, who headed Associated and who made the sale -to John Harper jr., Cinemette board chairman, joined Cinemette as a consultant. His cousin George Stern, Associated vice-president, now is an executive of Cinemette. Norman Mervis, long general theatre manager for Associated, joined the Cinemette group in
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