He Rowdyism Making

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: COVER STORy He Ended By Making the Rowdyism Kids 'Dress' for the Movies Not Only Did Carlton Cobernus Wipe Out Bad Behaviui lor At His Theatre, By ROBERT DYMENT NORTH TONAWANDA. N. Y.—There's an old saying that "Clothes Make the Man" or that proper si-ooming has a "good" result on an individual'.-; personality. There has been much talk in recent years about rowdyism, both inside and outside movie theatre buildings— usually from youths attired in leather Jackets, dungarees, boots, pedal-pushers or shorts. Carlton Cobernus, manager of the Riviera Theatre in North Tonawanda. New York for more than 20 years, was encountering a large amount of this juvenile rowdyism. In fact, so much so that many adult.s refused to come to the theatre. The majority of the mischief was caused by the leather-jacket and dungaree set. "This rowdyism had to stop," says Cobernus, who went on to explain, "so I decided that anyone, including adults, who wanted to attend the movies at the Riviera had to be properly dres.'^ed before admittance would be allowed. Our theatre wasn't going to be a place for people who thought they could come dressed in 'any-old-way.' It is a place of entertainment and enjoyment and out of due respect to those who do attend movies and want a peaceful atmosphere to enjoy the show, a new policy was instigated." ST.\RTED IN APRIL ig.'JT Beginning on April 26. 1957. admission was refused youths attired in leather jackets, dungarees, boots, pedal pushers or .shorts. "We wanted to make the theatre a nice place to .spend an evening." manager Cobernus said. "We didn't know^ how well this plan to curb rowdyism would work, but within a very short time juvenile pranks and mischief had been reduced by at least 50 per cent, and today trouble from youths within the establishment is almost a thing of the past. Having customers properly dressed has reduced the trouble almost completely." The Star Theatre, a link in the Dipson chain, in nearby Tonawanda. which borders North Tonawanda, also set up a simUar program, with the same satisfactory results. The Riviera is an independent movie house. Two weeks notice of this new policy banning certain types of wearing apparel was posted throughout the interior lobby of the Riviera, as well as signs on the outside entrance doors. Newspaper advertisements also told of the new policy. "As far as what people should wear to the show, we did not set an exact t>T>e of clothing to be worn, except that young people had to be di-essed in a clean well-groomed manner, usually consisting of sports jacket, But He Upgraded Grooming All Through Town shirt, .slacks or suits. Girls were expected to be attired in clothing suitable for young ladies. The ban on certain types of clothing also applied to adults. After all, you couldn't have adults coming into the movie house dressed in clothing that was banned for youths. The only exception made in our policy concerned the tiny children, but even they now insist that they must be properly dressed and cleaned-up before entering the premise. Tliis habit has been passed down from older brothers and sisters, as well as from the adults. After all. they want to do what the older brother and sisters do and don't want to be left behind." SPURRED A 'BIGGEST NIGHT' During the second week this policy was in operation the Riviera had one of its biggest nights in the theatre's histoi-y, proving that the customers didn't mind the policy. A few youths told them that they wouldn't patronize the theatre, but within a very short time the manager found them returning. "Yes. and bhey didn't look like the same leather-jacket and dungaree crowd I knew before. They were all well-groomed and looked and acted like ladies and gentlemen," he said. Before the program was put into effect, adults, parents and older persons were being disturbed by whistles, loud talking and general "all-around" mischief. This, manager Cobernus felt had to be stopped. Today, when a person or family spends an evening at the Riviera Theatre, they can do .so in peace and quiet, without any disturbance. "Many parents who didn't know about the new policy would come to the theatre dressed in attire that was banned. We had to turn them away. There were many cases—as many as 30 that I can remember—who goodnaturedly went across the street to a nearby clothing store and pui-chased a new pair of pants, shirts, blouses, etc., and went home and changed and came back to the movie house—just to comply with our new order. "Our policy of banning certain types of wearing apparel in the theatre was and still is flashed on the screen by a trailer—usually between double features or before a main single feature. Also, our code-of-ethics is flashed on the screen." The Riviera code-of-ethics consists of the following (1) What can't be worn in the movie house. (2) Suggestions for proper dress and grooming. (3) No talking. (4) No whistling. (5) No running around the theatre. (6) No smoking.
. . Cornel . . Actor . . . David . . Jerry . . Three . . Mary . . With . . Casting . . Bob . . ^oU
Page 1 and 2: Brum Kaniot JUNE 30, 1958 /he iuZie
Page 3 and 4: ' . COLUMBIA'S THE CAMP ON BLOOD IS
Page 5 and 6: EST CONQUEST I RAVES FROM THE NEW Y
Page 7 and 8: I Non-Film ' stein, ; Memphis: , Mi
Page 9 and 10: ' ' !iie Warner's Home Office Movin
Page 11 and 12: New MPEA Import Formula Includes Mo
Page 13 and 14: BETWEEN THE LINES By AL STEFN PAREN
Page 15: \ jection I Motion , on I , 1915, ;
Page 19 and 20: Johnston Outlines Plan Of Aid to Fo
Page 21 and 22: 25) . Rogers Hospital Post To Thoma
Page 23 and 24: . . Walter — PHIL ADELPHIA Histor
Page 25 and 26: . . The . . Gale . . . . . . . The
Page 27 and 28: HOLLYWOOD AND VIEWS THE PRODUCTION
Page 29 and 30: : June Allied Yearbook Task Under W
Page 31 and 32: . . Robert . . Pete Remodeled Colis
Page 33 and 34: . . War . . Free . . Jackie . . ]'
Page 35 and 36: — — — — — Paro), — —
Page 37 and 38: : . . Exhibitors Of 30 Theatres Clo
Page 39 and 40: — Louisiana Firm Plans Quality Fi
Page 41 and 42: . . Field . . Lew . . Herb — son.
Page 43 and 44: . . BOXOFFIGE . . Three Filmrow Mov
Page 45 and 46: I . . Johnny " HOUSTON Art Katzen,
Page 47 and 48: WISCONSIN ALLIED ADVANCES ED JOHNSO
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Page 53 and 54: . . Louis . . Milton . . Maurice CL
Page 55 and 56: — — — Bible Epic Royalty Irks
Page 57 and 58: ' NEW HAMPSHIRE Exhibifors Upgradin
Page 59 and 60: — — — " Gay Toronto Premiere
Page 61 and 62: . . Another . . No Tax Reductions I
Page 63 and 64: , mount 1 IN THIS ISSUE: • AOLINE
Page 65 and 66: Feoture productions by company tn o
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' Opinions on Current Productions ^
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— Opinions on Current Productions
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